Journal Issues

Abstract
The use of celebrities in advertising has become an ever-present phenomenon in modern advertising. Celebrity endorsement today is the ultimate and ideal promotional strategy for marketers as the consumers get attracted towards those brands that reflect their inner lives, values, beliefs and their desires. Currently in India the use of celebrity advertising for companies has become a trend and also become a winning formula of corporate image building and product marketing .It can create linkages with the stars appeal thereby adding refreshing and new dimensions to the brand image. The practice of celebrity endorsements has proliferated over time. Now days it has become a pervasive element of advertising industry especially in India. Celebrity endorsement business has become a multi-million industry in India. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend their market shares. Many celebrities are used in various marketing campaigns and in most cases; the use of celebrities as endorsers is seen from mainly positive aspects. This made the author curious to explore the effect of celebrity endorsements on college student’s perception and buying behavior.
Keywords: celebrity endorsement, perception, buying behaviour
 

Abstract
Mutual Fund is one of the right sources that attract small and medium investors, which resulting to strengthen the capital market. The persons, who investing in mutual funds are having many reasons such as dividend
declarations, tax benefits, lesser risk, and value of assets, cost etc.The mutual fund industry in India has undergone a most successful phase in the last 10 years. The Asset under Management (AUM) has shown a tremendous growth since inception from 25 crores in the year 1965 to  701443 crores in the year ending 2016. In the last few years, there has been consistent rise in the number of mutual fund folios in equity funds as inflows has risen largely due to the positive returns from equity funds compared with benchmark indices coupled with changing mindset of retail investors and success of investors awareness programs. As on Oct, 2016 total folios for the mutual fund industry stood at   5.12 crores with most coming from in the form of equity, while debt oriented schemes saw its folios at  95.29 lakhs. But this tremendous growth in the mutual fund industry in India is still lacking far behind other developed nations. With this background both primary data and secondary data have been collected, tools used to measure awareness based on Percentage analysis. 
Keywords: Mutual Funds, Investments, Awareness’ level.