A STUDY ON INVESTMENT PREFERENCES OF RURAL AND URBAN CUSTOMERS TOWARDS FIXED DEPOSITS WITH SPECIAL REFERENCE TO ICICI BANK
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This study examines the investment preferences of rural and urban customers towards fixed deposits, with special reference to ICICI Bank. Fixed deposits remain one of the most preferred investment options due to their safety, assured returns, and low risk. The study aims to analyze the differences in awareness, risk perception, and investment behavior between rural and urban investors. It explores factors such as income level, financial literacy, interest rates, and accessibility to banking services that influence customer decisions. Primary data was collected through structured questionnaires from both rural and urban respondents. The findings indicate that urban customers tend to diversify their investments, while rural customers show a stronger preference for fixed deposits due to security and trust in banks. The study concludes that customized financial awareness programs and improved banking access can enhance investment participation across both segments
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Archana, K. (2026). A Study on Investment Preferences of Rural and Urban Customers Towards Fixed Deposits with Special Reference to ICICI Bank. International Journal of Science, Strategic Management and Technology, 02(05). https://doi.org/10.55041/ijsmt.v2i5.473
Archana, K.. "A Study on Investment Preferences of Rural and Urban Customers Towards Fixed Deposits with Special Reference to ICICI Bank." International Journal of Science, Strategic Management and Technology, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijsmt.v2i5.473.
Archana, K.. "A Study on Investment Preferences of Rural and Urban Customers Towards Fixed Deposits with Special Reference to ICICI Bank." International Journal of Science, Strategic Management and Technology 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijsmt.v2i5.473.
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