INVESTORS PERCEPTION AND ATTITUDE TOWARDS MUTUAL FUND INVESTMENTS THROUGH UPSTOX

This study investigates investor perception and attitude toward mutual fund investments through Upstox, a prominent online investment platform in India. With the shift from traditional to digital investing methods, understanding investor behaviour on such platforms is essential. The research centres on factors influencing investment decisions, including fund performance, risk tolerance, return expectations, platform usability, transparency, and customer service. Primary data was collected from 100 mutual fund investors on Upstox using a structured questionnaire, while secondary data came from financial journals, reports, and websites. The analysis reveals that most investors adopt a moderate-risk, moderate-return strategy. Fund performance and the variety of investment options are the primary drivers of fund selection. Although users value Upstox’s accessibility and broad offerings, concerns were raised about customer support quality, lack of transparency, and insufficient educational resources. These gaps affect overall investor satisfaction and confidence in digital investment platforms. The study concludes that addressing these issues can significantly improve user experience and trust. Financial service providers and policymakers should prioritize enhancing platform transparency, customer service, and investor education to promote wider adoption and financial inclusion in India’s evolving digital investment landscape. These insights are crucial for shaping more investor-centric digital financial services