An Empirical Study on the Drivers of Investment Behaviour in Mutual Fund Sips

This study examines major factors affecting the investment behavior ofindividuals who invest in mutual funds through systematic investment schemes(SIPs). Acquired in Pune City, research surveyed 122 investors, which were selectedusing a feature sampling technique. The data was collected through a structuredquestionnaire and analyzed using descriptive figures such as a multiple regressionanalysis to assess the relationship between demographic and practical factors, as wellas descriptive figures such as the percentage, mean and standard deviations.Theresults throw light on the fact that four primary demographic variables - Ayu, Income,Education and Business - SIP leave a significant impact on investors' investmentbehavior. Small investors with high levels of education and income demonstrate moreactive investment behavior, while business status also plays an important role inshaping investment preferences. Beyond demographics, findings show that investorsare also directed by behavior and psychological factors. Risk and withdrawalperceptions, perceived ease and convenience of investment, and recommendations ofpeers, advisors, or family members were found to further shape the decision -makingpatterns.These insights provide meaningful implications for both physicians andpolicy makers. For asset management companies, understanding of demographic andbehavioral drivers of SIP participation can help designing more targeted and investor-friendly strategies. For investors, the study underlines the importance of aligning risktolerance, financial goals and available information with available information.Overall, research contributes to a deeper understanding of SIP investment behavior inan urban context, offering evidence that can support more inclusive and effectivefinancial planning strategies