Abstract:

This paper provides attitudinal information collected from mutual fund investors in the United States and Europe regarding various traditional and emerging distribution channels. The author proposes that channels be redefined according to whether products are sold with face-to-face contact between the investor and seller or the seller’s intermediary. Furthermore, this paper argues that there are key strategic initiatives and marketing programs that can mitigate investor anxieties and leverage favourable perceptions of various channels. These data have been collected through qualitative and quantitative research.