The Financial Companies in developed countries are using the Banking channels effectively for selling their Mutual Fund products. The emergence and spread of Mutual Funds has been one of the most significant developments in Retail Financial Services Sector in India. With the opening up of the...

Purpose: To manage the self-service concept in the retail outlets, a better functional and structural knowledge is required which functionally illiterate consumers do not show, leading to face marketplace challenges, thereby ending up developing a coping mechanism (Viswanathan et al, 2005:15)....