International Research Journal of Education and Technology

Investment plays a crucial role in ensuring financial security and long-term economic growth, especially for individuals in rural areas. This study focuses on analyzing the investment patterns of rural people in Coimbatore city, aiming to understand their preferences, financial literacy, and the socio-economic factors influencing their investment decisions. With the rural population increasingly gaining exposure to various financial instruments, there is a gradual shift from traditional investments like gold and real estate to modern avenues such as mutual funds and digital platforms. The study reveals that while a significant portion of the respondents are somewhat aware of investment opportunities, there remains a gap in structured financial planning. Most respondents rely on informal sources like family and friends for investment information, though the use of budgeting tools and regular tracking of financial news is fairly high. Income levels and education were found to be more influential in determining investment decisions than gender, as supported by the Chi-Square analysis. The findings suggest the need for more inclusive and accessible financial education programs that target all rural residents regardless of gender. Encouraging digital literacy and professional financial advice can further enhance rural participation in formal investment markets. The study ultimately contributes to understanding rural investment behavior and offers practical insights for policymakers, financial institutions, and educators to promote financial inclusion and sustainable economic development.

Keywords:
Investment Patterns, Rural Population, Financial Literacy, Coimbatore, Economic Development