Main Article Content
Abstract
The study was conducted to investigate the customer perception and satisfaction towards chiti fund of Kerala State Financial Enterprises in Thrissur district of Kerala state. Customer perception that encompasses a customer’s impression, awareness and or consciousness about the chiti fund. The Kerala State Financial Enterprises Limited, popularly known as KSFE, is a miscellaneous Non-Banking Finance Company fully owned by the Government of Kerala. Chiti fund is a unique financial product, which blends the advantages of both investment and advance. It is a fully risk less and safe investment scheme for the public as KSFE conducts only chitties fully governed by the provisions of Central Chit Fund Act 1982. This study based on the factors that influence customers’ ‟ investment behavior of the salaried, business and small level shop owners etc. The study mentioned that mostly the investors have positive approach towards investing in chit fund in KSFE, and enhancing the awareness among people before making their choice and decision of choosing a chit fund scheme.