A Study Of Consumer Behaviour Towards Mutual Funds With Special Reference To Icici Prudential Mutual Funds, Raipur City

This study explores consumer behaviour towards mutual fund investments with a specific focus on ICICI Prudential Mutual Funds in Raipur City.With increasing financial awareness and a gradual shift from traditional savings instruments to market-linked options, mutual funds have gained prominence among urban investors.The research, based on a sample of 100 respondents through a structured questionnaire, reveals that the 25-35 age group dominates mutual fund participation, with Systematic Investment Plans (SIPs) emerging as the preferred investment mode due to their convenience and lower risk perception.ICICI Prudential stands out as the most trusted mutual fund brand among respondents, with nearly 45% investing in its schemes and 70% expressing satisfaction with its performance.Key factors influencing investment decisions include return investment, brand trust, and tax benefits, while financial advisors and advertisements remain significant awareness sources.The study emphasizes the need for enhanced investor education, improved digital engagement, and personalized financial solutions.It concludes that deeper insights into consumer behavior can help mutual fund providers, especially ICICI Prudential, refine their strategies and strengthen investor relationships inTier-2 cities like Raipur.