Vol. 11, Issue 3, Part C (2025)

This study explores the satisfaction levels and investment behavior of mutual fund investors in Gujarat, focusing on awareness, demographic variables, and financial decision-making across the districts of Surat, Ahmedabad, Rajkot, and Vadodara. A total of 1,009 respondents from both rural and urban areas participated, providing valuable primary data through a structured field survey. To ensure a comprehensive analysis, the study adopted a descriptive research approach, utilizing a well-designed questionnaire that incorporated both close-ended and open-ended questions. The core analytical framework relied on Structural Equation Modeling (SEM)—a powerful statistical technique that examines relationships between key factors like investor awareness, financial behavior, income savings, education, occupation, and area of residence. SEM, being a linear and cross-sectional modeling method, was employed using SPSS AMOS, integrating techniques such as factor analysis, path analysis, and regression modeling. This approach allowed for a deep, confirmatory analysis, where correlations and covariance matrices between various constructs helped estimate structural coefficients and latent variable relationships.

By leveraging SEM, this study provides valuable insights into what drives mutual fund investors' satisfaction, offering a data-driven perspective on investment behavior and financial literacy in Gujarat.