The study on consumer’s performance towards Mutual funds investment with special reference to Coimbatore district

Abstract: Mutual funds have emerged as a popular investment avenue among individuals due to their potential for higher returns and professional fund management. This study examines the consumer preference towards mutual fund investments in Coimbatore.
The research focuses on key factors such as risk perception, return expectations, liquidity, safety, and level of awareness influencing investment decisions. A descriptive research design was adopted, and primary data was collected from 120 respondents using a structured questionnaire. Statistical tools such as percentage analysis and chi-square test were applied for data analysis. The findings indicate that safety, returns, and liquidity are the most significant factors influencing investor preference, while lack of awareness and perceived risk act as major constraints. The study concludes that mutual funds are gaining acceptance among investors; however, improving financial literacy and awareness can further enhance investment participation. The results provide useful insights for financial institutions to design effective strategies to attract and retain investor

Keywords: Mutual Fund, Consumer Preference, Investment, Risk and Return, Investor Awareness, Portfolio Diversification, Financial Investment.