Abstract In India, investors often perceive all investment options as risky. Key characteristics that define investments include the safety of the principal amount, liquidity, consistent income, regulatory approval, and ease of transfer. Various investment channels exist, such as stocks, banks, corporate securities, gold and silver, real estate, life insurance, and postal savings schemes. An investor's choice depends largely on their expected returns and risk tolerance. Investment is essentially an activity undertaken by individuals who save money, channeling their savings into various options like banks, gold, real estate, postal services, mutual funds, and more. Investors pursue different goals such as profit, security, capital appreciation, and income stability. This study focuses on popular investment avenues, particularly fixed deposits and mutual funds, aiming to explore how investor perceptions are evolving with increased awareness of mutual funds. The introductory chapter covers the necessity of investing and reviews different investment options, emphasizing mutual funds and fixed deposits. It provides insights into mutual funds in India, their advantages, types, and compares them with fixed deposits, highlighting features and benefits. The chapter concludes by examining shifting investor attitudes toward mutual funds and emerging investment trends. The primary objective of this research, based on original data, is to identify factors influencing customers' decisions to invest in mutual funds or fixed deposits, assess their awareness of mutual funds, evaluate their risk tolerance, and determine their satisfaction with their investment choices.
Heena Sharma (Sat,) studied this question.
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