ASSESSING EQUITY MUTUAL FUND PERFORMANCE: A STUDY OF INVESTOR PREFERENCES AND DECISION MAKING PATTERNS

As a result of the proliferation of financial markets, individuals today have the opportunity to invest in a wide range of assets and financial instruments. Therefore, the characteristics and psychological processes that influence investors' intents and attitudes on investments have been elucidated as a result of the use of behavioural finance. Mutual funds, which come with varying degrees of risk and return, provide a logical approach to the process of accumulating wealth, in contrast to other investing options such as fixed deposits and direct stock purchases. Investors in mutual funds have the ability to choose the mutual fund that best aligns with their risk tolerance and financial objectives, given the abundance of alternatives that are now accessible, including equity funds, debt funds, hybrid funds, and index funds.