Investment Patterns and Preferences of Rural Investors in India: An Empirical Study

Abstract

This study investigates the investment patterns and preferences of rural investors in India, analysing the socioeconomic, demographic, and behavioural factors that influence their financial decisions. Using a mixed-methods approach, the research draws on survey data from 100 rural respondents across diverse regions, complemented by interviews and focus group discussions. The findings reveal a strong preference for traditional, low-risk investment avenues such as land, gold, and government schemes, with limited participation in market-linked financial products. Key barriers include low financial literacy, limited access to formal financial services, and risk aversion. The study offers policy recommendations to enhance financial inclusion, promote diversified investment, and foster economic empowerment in rural communities.

Keywords