Synopsis

On

“Study of Marketing of Mutual Funds”

&

“Study of buying behavior of investors towards Mutual Funds”

(Summer Internship Project)

Submitted To:

Dr. Gagan Katiyar

Professor – Marketing

BIMTECH

Submitted By:

Sahil Bhatia

PGDM (International Business)

Roll Number – 265

2010-2012
Project:
To study the marketing of mutual funds of SBI. The relevance of Ps of marketing in mutual fund
industry is to be studied . Also a study will be conducted to find out the buying behavior of
investors while purchasing the mutual funds and recommend the prospective areas to mark
company’s existence in those aspects.
Absract:
SBI Funds Management has emerged as one of the largest player in India advising various
financial institutions, pension funds, and local and international asset management companies.
SBI Funds Management was the 1st bank sponsored asset management company fund to launch
an offshore fund called 'SBI Resurgent India Opportunities Fund' with an objective to provide
investors with opportunities for long-term growth in capital, through well-researched
investments in a diversified basket of stocks of Indian Companies. There is a lot of demand for
mutual funds which contributed to growth of many private companies too launching there
products in the same industry. A thorough study of this industry, concepy and marketing will be
studied. Analysis of the customers buying inclination will be done to know the perception of
each fund.
Work areas:-
Market study of the industry and the customer.

 The concept of mutual funds

 Marketing of mutual funds
 4 Ps of marketing in mutual funds industry
 Type of Product and Analysis
 Analysis of investors buying behavior
 Increasing the sales of company’s products
Research objectives
The research will be done to find out the buying behavior of the investors of mutual funds. The
analysis will be done according to different parameters set at a later stage
Research methodology and data collection
Data collection will be of two types
(1) Primary data collection-Data collected from the forms filled by investors when purchasing a
Mutual fund
(2) Secondary data collection- Based on followings
• Past Research data • Official Records
• Internal Sources • Internal Journals
Conclusions & recommendations
The project will help me in recommending the products where more focus is required and which
can be looked upon as a weak link. Since the majority of data collection is from primary sources,
the company can get a real market view of its products.