Identify the Effect of Awareness Upon Mutual Funds Investor Base in Pakistan Using Moderation

Ayyed Khawar Abbas, Umair Ali Ansari, Bilal Ahmed, Jawad Asif

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Investors Behavior, Level of Venality, Awareness, Innovation, Mutual Funds.


Purpose: Study focus upon the effect of awareness program upon investor behavior towards the investment in Mutual funds in Pakistan. Moreover it ultimate the moderating models along with the level of venality and innovation in investment schemes to analyze the true impact. Design/methodology/approach: Study adhere the 460 responses from individuals from Karachi, Lahore and Islamabad Sampling technique used is a combination of snowball and convenience sampling. Findings: Findings revealed that awareness program could be very useful for enhancement of investor base in mutual funds of Pakistan, but the moderating effect of level of venality could be limitation whereas moderating effect of innovation can enhance the base. Research limitations/implications: Implication of the study is for policymakers and especially concern bodies are the management of mutual funds who want to enhance the base of investors. A cross-sectional study is the limitation of this sort of study. Moreover, more factors can be used to predict the true face of awareness program effect upon investor decision making. Originality/value: Study precisely ever first attempt to configure the application of awareness program in the presence of venality and innovation.