Influence of Mutual Fund Cost Experience on Investors’ Mental Accounting

Price is always considered as one of the most influential factor in a buying decision. Payment of price results in exchange of products or services form one party to the other. In true sense, price is only a part of the total cost that a customer pays for acquiring a product or services. As against this, customer cost represents the total cost of obtaining any product or services in addition to price. The study investigates the association between the mutual fund retail investor’ perceived experience and their mental accounting in respect of customer cost. The study is conducted in Guwahati city. The study based on primary data collected from 398 existing mutual fund investors of Guwahati city. The study point towards the significant association between the mutual retail investors’ perceived experience and their state of metal accounting in respect of customer cost.