The Indian mutual fund industry is growing rapidly. Mutual funds make way for Indian investor to invest in financial market. Mutual fund is managed professionally by trust that pools the money of various investors and invest it in varied securities like share bonds, certificate of deposits, commercial papers and precious metals. The purpose of this paper is to study customer’s behavior in financial market further develop and empirically validate a multidimensional scale for measuring investors attitude towards Mutual fund (IAMF). The study investigated IAMF factors i.e. expertise, safety, liquidity, diversification, tax benefits, return potential, convenience, quality affecting investment decision of mutual fund investors. The study will be useful to the financial market experts to understand the investor’s perception towards mutual fund investment..

Mutual Fund, Investor Perception, Investment, Marketing strategies.