1) The document discusses a study on investor preferences towards mutual fund investment compared to other investment avenues. It provides details on Sharekhan Ltd, a retail brokerage firm, including its products, services, and SWOT analysis. 2) The research objectives are to understand reasons for investing or not investing in mutual funds and analyze returns of selected mutual fund schemes. 3) Key findings from a survey of 60 investors show that most consider returns as the important parameter and invest in mutual funds through SIP plans for its convenience over individual stocks. Experience with mutual funds is average but satisfaction levels are high.

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A STUDY ON AN INVESTORS PREFERENCE TOWARDS INVESTMENT IN
MUTUAL FUND WITH REFERENCE TO OTHER INVESTMENT AVENUES
BY:- SHEETAL VERMA

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R obert T. K iyosaki
Learn to have money work
for you rather than you work
for Money

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INTRODUCTION
• Sharekhan is one of the leading retail brokerage
firms in the country.
• It is the retail broking firm of the Mumbai – based
SSKI [SHRIPAL SHEWANTILAL KANTILAL
ISWARNATH LIMITED]
• Sharekhan Ltd. Is brokerage firm which is
established on 8th February 2008.
• It has one of the largest network in the country
with 1400+ share shops in 400 cities.

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PRODUCT and SERVICES OF
SHAREKHAN LTD.

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Benefits of Sharekhan DEMAT + Trading
Accounts
• Online and Offline both access
• Live market - NSE/BSE/MCX/Currency/MF
• Single windows - Equity/commodity/currency/mutual fund/IPO/bonds
• Platform - website/mobile app/Trade Tiger/Sharekhan Mini
• Online buy and sell
• Research report & NEWS on daily basis - Email I'd 4-5 times
/website/Trade Tiger
• Alert service on your mobile and email Id
• RM/ Dealer support on branch level
• Dial and Trade service - no limit/ no charge
• Classroom - Live classes/Demo videos
• A/C opening free
• My GTD order for 30 days
• Big Trade option

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SWOT Analysis of ShareKhan Ltd.
Strengths
1. Wide range of innovative and flexible financial products
2. Intensive research on all industry sectors
3. Provides transparency
4. Tie ups with maximum banks
5. Excellent website service and its interference
Weaknesses
1. Lack of awareness among customers because of non-aggressive
promotional strategies (print media, newspapers, etc).
2. Penetration limited to urban areas
3. Localized presence due to insufficient investments for country
wide Expansion.
Opportunities
1. Diversification
2. Modification of products
3. It can easily tap the retail investors with small saving through
promotional Channels like print media, electronic media, etc.
Threats
1. Strategies by close competitor like ZERODHA, ANGELBROKING,
INDIABULLS etc
2. Entry of foreign firms in Indian market.

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RESEARCH OBJECTIVE
1)To know why one has invested or not
invested in mutual fund.
2) To analyze the trends in returns of
selected mutual funds.
3) To measure and compare the performance
of selected mutual fund schemes of different
mutual fund companies and other Asset
Management Companies

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RESEARCH METHODOLOGY AND DATA
COLLECTION
RESEARCH METHODOLOGY
Overall Research Design & Data Collection Method
SAMPLE SIZE
60 Respondents
SAMPLING METHOD
 Questionnaire
DATA COLLECTION
Primary and Secondary data collection

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Interpretation:-
According to the survey of 60
respondents. 72.9% are male and
27.1% are female
Interpretation:-
According to the survey of 60 respondents.
8.5% of age under 18. 84.7% of age between 18-30.
1.7% of age between 30-45. 5.1%of age above 45.

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Interpretation:-
According to the survey of the 60 respondents. In which 42%
occupation of students. 9% occupations of private employee.2%
occupations of businessman. 4% of govt. employee

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Interpretation:- According
to the survey of 60
respondents, the graph
shows that 57.6% people
knows about mutual fund
investment
Interpretation:-
According to the survey of
60 respondents, the graph
shows that investors
consider some important
parameters while investing.
This includes returns, low
risk factor, credit rating,
inflation, company and lock
in period. The survey shows
that mostly people with
47.5% considers the return
from the investing plans

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Interpretation:- According
to the survey of 60
respondents, the graph
shows that the reason
behind not investing in
mutual fund is they don’t
have much knowledge
about it. Moreover, they do
not have enough savings
Interpretation:- According
to the survey of 60
respondents, the graph
shows that investors are
investing in mutual fund.
But due to not
guaranteed return they
are not interested in
investing in mutual fund.
With 76.3% people are
not interested in mutual
fund.

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Interpretation:-
According to the survey
of 60 respondents, the
graph shows that on
the basis of risk
exposure, number of
people with 48.2% rate
the mutual fund as
average. Very few are
satisfied with this due to
lack of knowledge
Interpretation:-
According to the survey
of 60 respondents, the
graph shows that
investors invest in SIP
which is a systematic
investment plan with
73.7%

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Interpretation:- : According
to the survey of 60
respondents, the graph
shows that investors who
are using mutual fund as
investment plan somehow
interested in again investing
in different mutual fund
schemes. So with 29.3%
they want to reinvest in
mutual fund schemes.
Interpretation :-
According to the
survey of 60
respondents, the
graph shows that
investors are using
equity based schemes
which gives more
return

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Interpretation:- According to the survey of 60 respondents, the
graph shows that the experience of using mutual fund is
average with 47.3% and 45.5% are satisfy with mutual fund.

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FINDINGS:
A mutual fund collects money from investors and invests the money on their
behalf. It charges a small fee for managing the money. Mutual funds are an
ideal investment vehicle for regular investors who do not know much about
investing. Investors can choose a mutual fund scheme based on their financial
goal and start investing to achieve the goal.
Types of Mutual Funds in India
The Securities and Exchange Board of India has categorized mutual fund in
India under four broad categories:
 Equity Mutual Funds
 Debt Mutual Funds
 Hybrid Mutual Funds
 Solution-oriented Mutual Funds

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1. According to the survey most of the customers
have their investment plans in different
investment avenues.
2. Customers generally invest in fixed deposits,
savings account and mutual fund.
3. They consider mostly the return parameter from
the investment in mutual fund or any other
investment avenue.
4. Moreover, many people are aware about mutual
fund and they start investing in it.
5. Overall experience, is good for mutual fund
investment.
6. People mostly youth and businessman preferred
systematic investment plan(SIP) in mutual fund
avenue.

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Key Learning
• Most of the investors invest in mutual fund as compared
to other investment avenues.
• The convenience of mutual funds is undeniable and is
surely one of the main reasons investors choose them
to provide the equity portion of their portfolio, rather
than buying individual shares themselves.
• Though investing in a mutual fund is certainly no
guarantee that your investments will increase in value
over time, it's a way to avoid some of the complicated
decision-making involved in investing in stocks.
• A mutual fund will provide diversification through the
exposure to a multitude of stocks. The reason that is
recommended over owning a single stock is that
owning an individual stock would carry more risk than a
mutual fund.

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