INVESTMENT CHOICES DECODED: AN INSIGNT IN TO INVESTOR AWARENESS AND PREFERENCES

Author(s)	Dr. NAUSHAD J A, Dr. ABDUSSALAM P K
Country	India
Abstract	The rural investors saving and investment behavior is always varying especially for rural people because of education level, life style, Occupation and Income. Consumption pattern entirely differ from other households. The objective of the paper is to analyse the perception and level of awareness of rural people with regard to various investment avenues. The study reveals that majority of the rural people are not fully aware about financial instruments but they have much awareness about real assets and gold. As educational attainment is high people are more aware of various investment avenues and ties to attain their investment goals by reducing risk. The marital status wise analysis of purpose of savings shows that old age security was given much importance by the widowed and divorced category and next to this is interest gain ownership of physical assets.
Keywords	: Financial Asset, Investment, Rural People, Real Assets, Savings
Field	Business Administration
Published In	Volume 7, Issue 3, May-June 2025
Published On	2025-06-15
DOI	https://doi.org/10.36948/ijfmr.2025.v07i03.48170
Short DOI	https://doi.org/g9qqn5

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