Authors : Sanjeev Singh; Dr. Gyan Prakash Yadav

Volume/Issue : Volume 11 - 2026, Issue 8 - August

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Google Scholar : https://tinyurl.com/zjk6ddxv

Scribd : https://tinyurl.com/ymcah8nf

DOI : https://doi.org/10.38124/ijisrt/26aug528

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Abstract : Purpose: This study examines the role of information sources — specifically Financial Advisors and Mutual Fund Distributors (MFDs) as against digital platforms — in shaping the mutual fund investment decisions of retail investors in Uttar Pradesh and Uttarakhand. It further asks how demographic characteristics moderate the preference for one channel over the other, and whether the choice of information source materially affects the quality of investment decisions and the type of fund selected.

Keywords : Mutual Fund Investment, Information Sources, MFD, Digital Platforms, Retail Investors, Uttar Pradesh, Uttarakhand, Investment Decision Quality, Financial Advisors.

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