DOI: 10.36347/sjebm.2014.v01i05.003

Pages: 197-202

Abstract: The growth of mutual fund industry in India has been impressive in the recent past. Despite of this growth, investments in mutual fund products in India are low as compared to other global economies. Several reports have identified that the mutual fund industry has failed to meet the expectation of the investors particularly in the retail segment. This paper considers mutual fund retail investors as customer of mutual funds and attempts to study the gap between the retail investors’ degree of perceived experience and their degree of expectation in respect of customer ‘communication dimension’ of marketing mix. The study was conducted in the state of Assam covering three district headquarters- Dibrugarh, Guwahati and Jorhat. The study revealed that significant gap exists between the degree of expectation and the degree of perceived experience of the retail investors of the mutual fund while focusing from the viewpoint of customer communication dimension of marketing mix.