Dimension of Mutual Fund Advertisement Through Content Analysis in Indian Mutual Fund Industry

  • Authors

    • Mr. K. Mohamed Jasim
    • Dr. Afzalur Rahman
    2018-12-13
    https://doi.org/10.14419/ijet.v7i4.39.26754
  • Advertising, Print Advertisement, Mutual fund, Risk-Return Trade off, Transaction cost, Investment minima, emotional appeals

  • Abstract

    The survey and content analysis try to understand the investor’s perception towards the content and information in the mutual fund advertisement. A sample of 926 investor’s are participated in the survey. The structured questionnaire was taken respondent and answers are following questions. The questionnaire was structure like demographic questions, Content analysis ranking variables and feature and information requirement of mutual fund advertisement. 56% of the respondents participated in the Survey are male. 36% of the mutual funds are in the age group of 33 to 39 age. There is correlation between the income level and education of the mutual fund investor in the sample. Ranking analysis was conducted in the features of Advertisement and its presence in the mind of the investor. Emotional appeal and celebrity endorsement are the taking lead in the ranking list. Large visuals and USP are the next to ranked area in the mutual fund advertisement industries.

     

     

  • References

    1. [1] Gallaher, S. T., Kaniel, R., & Starks, L. T. (2015). Advertising and mutual funds: From families to individual funds.

      [2] Dey, D. K., Chauhan, Y. K., & Chakraborti, R. (2015). Does advertising strategy matter in influencing mutual fund purchase?.Journal of Financial Services Marketing, 20(1), 23-33.

      [3] Lee, T. D., Yun, T. W., & Haley, E. (2012). The interplay between advertising disclosures and financial knowledge in mutual fund investment decisions. Journal of Consumer Affairs, 46(2), 260-287.

      [4] Pontari, B. A., Stanaland, A. J., & Smythe, T. (2009). Regulating information disclosure in mutual fund advertising in the United States: Will consumers utilize cost information?. Journal of Consumer Policy, 32(4), 333-351.

      [5] Greenwald, A. G. (1981). Self and memory. Psychology of learning and motivation, 15, 201-236.

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  • How to Cite

    K. Mohamed Jasim, M., & Afzalur Rahman, D. (2018). Dimension of Mutual Fund Advertisement Through Content Analysis in Indian Mutual Fund Industry. International Journal of Engineering & Technology, 7(4.39), 835-841. https://doi.org/10.14419/ijet.v7i4.39.26754

    Received date: 2019-01-29

    Accepted date: 2019-01-29

    Published date: 2018-12-13