4. Objective of the study
In order to examine the issues as raised above, this paper has the following objectives:
a) To understand the retail investors’ behavior towards different savings avenues on the basis of their age, gender,
education and profession.
b) To identify the features as the retail investors look for in investment products
c) To identify the scheme preference of investors
d) To identify the factors those influence the investor’s fund/scheme selection
e) To identify the source of information that influences the fund/scheme selection decision.