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ArticlePeer ReviewedOpen AccessPlagiarism Passed
Paper ID:IJSREM12033

A STUDY ON THE IMPACT OF MUTUAL FUND ADVERTISEMENTS ON INVESTORS IN INDIA

Stream/Area:

-

Subject:

-

Paper ID:

IJSREM12033

Volume:

6 |

3 |

Mar 2022

Pages:

Publication Frequency:

Monthly (12 issues per year)

DOI
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Not assigned

License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.

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Amal Thomas

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Abstract

The study attempts to understand the impact of the mutual fund’s advertisement appeals on purchase decisions of customers. The study compares the effect of two types of appeals, i.e. emotional and rational advertisement appeals on the consumer attitude and product purchase decision. The present study is experimental in nature. The sample selected for the survey consists of 116 respondents belonging to the age group of the 18-21yrs. The data had been collected from undergraduate and graduate students studying in different University’s. The questionnaire was distributed to the respondents which consist of 20 statements on a -five-point Likert scale, which judge the advertisement influence on the respondents. The study reveals that advertisement appeal, i.e. (emotional and rational) has a significant effect on the mindset of the respondents. The rational advertisement creates a feeling of fear and insecurity whereas the positive emotional advertisement gives them motivation and encouragement.

KEYWORDS

Mutual Fund Advertisement Investors Emotional Appeal Rational Appeal

Cite This Article

Amal Thomas, "A STUDY ON THE IMPACT OF MUTUAL FUND ADVERTISEMENTS ON INVESTORS IN INDIA," International Journal of Scientific Research in Engineering and Management, vol. 6, no. 3, Mar 2022.

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Publication Date

3/26/2022

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