SINGH, S: MARKETING MIX MODEL FOR MUTUAL FUNDS

Uncertainty forces individuals to postpone part of their earnings for consumption at some future point in time. As the very objective here is to take care of rough patch of time when encountered, therefore, expectations are that purchasing power of earnings, whose consumption have been postponed, would exhibit some growth or at least will remain intact. The returns offered by government backed avenues have bottomed presently and thus, are forcing investors to search for better avenues, where they can earn handsome rate of returns. Capital markets happen to be one such avenue. Since retail investors lack skill to handle the complex forces of money market, a good opportunity for people skilled in fund management is born. This has led to entry of a number of players to offer such services in the market, consequently leading to stiff competition. All fund managers have fired available tools in their arsenal to attract the investors. Therefore, the present study explores the suitability of 4Ps MM Model in context of marketing of mutual funds. The study also dwells upon the ways to implement the MM Model under study & also its expected impact on customer base of financial institutions.