The mutual fund industry in India has experienced significant growth in recent years due to increasing financial awareness, improved market accessibility, and the rising participation of retail investors. Despite this expansion, investment decisions among retail investors are often influenced by various behavioral, financial, and psychological factors. This study aims to examine the investment behavior of retail mutual fund investors associated with PlanIt FinServ.

The study adopts a descriptive and analytical research design and utilizes both primary and secondary data sources. Primary data were collected through a structured questionnaire administered to 109 retail investors investing through PlanIt FinServ. Statistical tools such as percentage analysis, Chi-square test, ANOVA, and regression analysis were applied to analyze the data and identify significant relationships among variables. The findings indicate that mutual fund literacy significantly influences investor behavior and investment decisions. Expected returns and risk level are identified as the major factors influencing fund selection, while advisory guidance contributes to improved investment discipline and satisfaction among investors.