A Study on Factors Influencing Investment Decisions in Mutual Funds

This study aims to analyze the factors influencing investment decisions among individual mutual fund investors. The research focuses on key determinants, including risk perception, expected returns, demographic characteristics, and the role of financial advisors. A descriptive research design was adopted, and primary data were collected from 100 respondents using a structured questionnaire. The data were analyzed using percentage methods and presented in tables. The findings indicate that investors prefer low-risk investment options and that factors like income, age, financial awareness, and advisory support significantly influence investment decisions. The study also highlights the importance of financial literacy in improving investor behaviour.