International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online), Volume 4, Issue 3, May- June (2013) 185 UNDERSTANDING INDIVIDUAL INVESTORS INVESTMENT BEHAVIOR IN MUTUAL FUNDS (A STUDY ON INVESTORS OF NORTH COASTAL ANDHRA PRADESH) Dr. K. Rakesh* Mr. V S M Srinivas** *Assistant Professor School of Management Studies MVGR College of Engineering Viziznagaram **Assistant Professor School of Management Studies MVGR College of Engineering Viziznagaram ABSTRACT After the Liberalization, Privatization & Globalization policy in India there was a drastic change in the market conditions and also there was changes observed in the behavioral and investment pattern of investor’s towards investments. After going through microscopic analysis it is found that the research was conducted in the space of financial risk adjusted returns, financial planning, investor’s behavior and so on. But there was no significant study was made to know the perceptions of the investor’s in making the investments in selected portfolios. Hence there exists a gap in the research. There must be a proper study to be conducted to find out behavioral elements of the investors to identify their attitude towards their investments. Hence, to fulfill the gap the following study has been initiated. Key Words: Behavioral, Investment pattern, Financial Planning, Perceptions, Attitude, Market conditions, Investor’s behavior INTERNATIONAL JOURNAL OF MANAGEMENT (IJM) ISSN 0976-6502 (Print) ISSN 0976-6510 (Online) Volume 4, Issue 3, (May - June 2013), pp. 185-198 © IAEME: www.iaeme.com/ijm.asp Journal Impact Factor (2013): 6.9071 (Calculated by GISI) www.jifactor.com IJM © I A E M E