Keywords : Mutual Funds, Investor Perception, Investment Behavior, Financial Discipline, Regression Analysis, And Systematic Investment Plans (SIPs).

Abstract : This study looks at how retail investors in Ahmedabad, Gujarat, invest and how they view Systematic Investment Plans (SIPs). SIPs have become a key tool for retail financial participation, propelled by shifting macroeconomic trends from a "savings mindset" to a "investment mindset." Primary data was gathered from 118 different respondents (students, salaried individuals, business owners, professionals, and retirees) throughout Ahmedabad using a structured questionnaire and a descriptive research design. Linear regression models and Analysis of Variance (ANOVA) were applied to evaluate the links between Investor Perception, Investment Behaviour, and eventual SIP Investment Decisions. Deep-rooted investment behavior, which includes financial discipline, risk tolerance, and long-term orientation, is a near-absolute predictor of SIP investment decisions (R = 0.959, R² = 0.920, p = 0.000), while investor perception maintains a weak but statistically significant positive relationship with investment behavior (R = 0.136, p = 0.012). The results show that in order to accelerate the penetration of genuine retail funds, tailored structural financial literacy initiatives are more important than general awareness campaigns.

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