A study on the investment behaviour of trusts with emphasis on mutual funds and the appropriate promotion strategy to be fallowed by SRFF; SRF Finance Limited

Abstract

This project was undertaken at the time that SRFF, as principle marketing agent for the IDBI mutual fund issue, was involved in marketing the mutual fund to various segments. This project evolved as an attempt to study charitable and religious trusts as a probable market for mutual funds and help supplement SRFF's marketing efforts in this regard. The major objectives of this project were therefore to study the legal regulatory framework applicable to these entities and their existing investment preference and decision making behaviour. This project attempts to find out if trusts and other charitable and religious organisations offer any opportunity as investors in mutual funds and, if so, what the nature of SRFFs communication and distribution efforts should be in order to target this segment.