A COMPREHENSIVE ANALYSIS OF FINANCIAL LITERACY LEVELS AMONG COLLEGE STUDENTS

Financial literacy is a critical life skillwith far-reaching implications for individualeconomic well-being and national financial stability. This study provides an empirical analysis of financial literacy levels among 150 college students across South Indian urban institutions, examiningknowledge,attitudes,behaviours,anddigitalfinancialengagement.Usingamixed-methodsapproachwithstructuredquestionnairesandstatisticaltechniquesincludingANOVA, T-tests, correlation, regression, chi-square, and factor analysis, the study finds that overall financial literacy is moderate (mean score: 63.5%). Commerce and management students significantlyoutperformpeers fromother disciplines. Agender gap in financial knowledge is statisticallyconfirmed. Parentalfinancialbehaviour and formal financialeducationemerge as the strongest predictors of financial literacy outcomes. Digital financial exposure positively influences financial behaviour but also introduces new risks. The study recommends embedding financial literacy into college curricula across all disciplines and developing targeted, evidence-based interventions for educational institutions, regulators, and financial service providers.

Keywords:Financialliteracy,collegestudents,India,behaviouralfinance,digitalfinancial exposure, financial education