A Review of Mutual Fund Investors’ Satisfaction from Marketing Mix Dimensions

Customers’ satisfaction comes from the customers’ positive experience from consumption or use of the products and services offered by the suppliers. Meeting customers’ expectation requires understanding their expectation first and then delivering the products and services accordingly. In this paper mutual investors have been considered as customers of mutual fund products. An attempt is made to know the state of satisfaction of the retail investors through the comparison of the level of expectation and the level of experience of mutual fund investors from all the four dimensions of 4C market mix. The study has been conducted in the state of Assam considering a sample size of 388 retail investors of mutual fund. The study observed low level of perceived experience as compared their level expectation from mutual fund investment.