In this study, an attempt is made to understand the Performance and Preference of the Mutual funds products/services in India and analyzed it from the Marketing and Finance perspective. Hence, the research analysis consist of tools and techniques of Marketing research to understand the customer preference and Financial analysis to understand the various Mutual Funds Performance. The study from the survey found that the awareness of the Mutual funds has increase over aperiod of time. This is also confirmed by the progress of the industry overall and emergence of number of schemes. The people which influence the investors in investing in mutual funds are agents, relatives and people.
Keywords : Mutual Funds, Risk, Returns, Equity funds, Debt funds, Hybrid funds, India, AMFI.