• YUGI VEL BHARATHI T
• SWETHA V.P

The Indian mutual fund industry is growing rapidly, and this is reflected in the increase in Assets under the management of various fund houses. Mutual fund investment is less risky than directly investing in stocks and is therefore a safer option for risk-averse investors. The present paper aims to find out the factors affecting investors’ preference towards mutual funds. This research investigates the motivating factors that encourage investors to invest in the mutual fund industry. A Descriptive research design was adopted, and primary data was collected through a structured questionnaire from 213 respondents. The data was analysed using percentages as well as statistical tools like correlation, chi-square test, Mann-Whitney U test, and Kruskal-Wallis test to determine the significance of various factors. It was found that financial awareness, liquidity & transparency, risk & return, and convenience are some of the major factors that the investor will investigate while investing in mutual funds. The findings will help mutual fund companies to identify the areas required for improvement and can also improve their marketing strategies. It will help the Mutual Fund companies to create new and innovative products according to the orientation of investors.

Financial Awareness, Liquidity & Transparency, Risk & Return and Convenience

"A STUDY ON FACTORS INFLUENCING INVESTOR PREFERENCE TOWARDS MUTUAL FUNDS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 4, page no.n615-n618, April-2025, Available :http://www.jetir.org/papers/JETIR2504D74.pdf

"A STUDY ON FACTORS INFLUENCING INVESTOR PREFERENCE TOWARDS MUTUAL FUNDS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 4, page no. ppn615-n618, April-2025, Available at : http://www.jetir.org/papers/JETIR2504D74.pdf