Abstract
Financial markets are constantly becoming more efficient by providing more promising solutions to the investors. Thus, it is high time to understand and analyze investor’s perception and expectations and unveil some extremely valuable information to support financial decision making of mutual funds (MF). The main objective of this study was to find out the response of customers towards provision of mutual fund products by banks. This will help in devising further strategies for the tier-II cities in India to cross sell mutual fund products through the branch network of banks. This article examines the investors’ perception towards mutual fund products through banks. Data were collected from 108 valued investors of various banks in Tiruchirappalli, Tamil Nadu (India), and the type of sampling used is convenient sampling. Using statistical package for social science, the researchers have employed the following analysis, namely (a) factor analysis, (b) multiple regression and (c) correlation. To check whether the sample is reliable, the researchers have used Cronbach’s Alpha Reliability Test (0.718). Some of the major findings were derived that will be useful, relevant and significant to the present scenario for marketing of mutual fund products through banks in the Tiruchirappalli zone.
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