Published Paper Details:

This study explores the investment practices and preferences of rural residents in Thrissur District, Kerala, providing a detailed analysis of their financial decision-making processes. Conducted between April and May 2014, the research employed a multi-stage sampling technique to ensure a representative sample of the rural population. Data were gathered from 200 respondents through a structured questionnaire administered at major bus stations, public places, and shopping centres by trained personnel. The study identifies significant variations in investment preferences among different occupational groups, including salaried individuals, professionals, coolies, self-employed people, and agriculturists. Key findings indicate that salaried individuals and self-employed people prioritize secure and low-risk investments such as life insurance and bank fixed deposits. Conversely, agriculturists and coolies show a strong preference for tangible and community-based investments, like gold and chit funds. Professionals display a balanced approach, favouring both traditional savings instruments and long-term asset-building investments. Overall, the results highlight a predominant preference for low-risk and secure investment avenues across all groups, with cultural factors and socio-economic conditions significantly influencing financial behaviour.