AN ANALYSIS OF FACTORS INFLUENCING INVESTOR BEHAVIOUR TOWARDS MUTUAL FUNDS

Abstract

Dependence of media and marketing persists since times immemorial. Role of media in contemporary integrated marketing communication is indispensable. May it be the financial goods or consumer goods, media act as the vehicle to ignite and steward the ship to the sail for the ultimate reason of ‘sale’. Hence, it will be noteworthy to say that media act as the platform to disseminate the information of utility that could be used in a predesigned form to the target or prospective customers. More the role of media will be, more the ‘proximity of the product it will be.’ Thus, media can act as the bridge between the two ends i.e. those who want to say and those who want to listen, and even sometimes to those who unintentionally listen! They may act and react too! After all, every advertisement has an appeal. Thus it won’t be an exaggeration to state that media can act as the pillar to elevate the year’s long established AIDA model by using the definite means to create awareness in form of providing and spreading information which leads to action in form of purchase. This is true in context of financial goods like mutual funds also. Advertisement is a common phenomenon for all types of products.