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A STUDY ON INVESTMENT PREFERENCES OF RURAL AND URBAN CUSTOMERS TOWARDS FIXED DEPOSITS WITH SPECIAL REFERENCE TO ICICI BANK

AUTHORS:
K. Archana
Mentor
Dr. S. Bharathi
Affiliation
II MBA, Dhanalakshmi Srinivasan University, Tiruchirappalli, Tamil Nadu-621112
DOI: 10.55041/ijsmt.v2i5.473
CC BY 4.0 License:
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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Abstract

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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PUBLICATION DETAILS
Review Type:
Double-Blind Peer Review
License:
CC BY-NC 4.0
Volume/Issue:
Volume 02, Issue 05
Review Rounds:
2
Article Type:
Research Article
Publication Date:
May 29 2026
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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.

References
1.ICICI Bank Annual Report (2025), Investment and Deposit Services Report, ICICI Bank Publications.

2.Anupam Karmakar (2020), “A Study of the Trend of Selected Debt and Liquid Mutual Fund Schemes During Pre and Post Covid Period,” A Global Journal of Interdisciplinary Studies, ISSN: 2581-5628, Vol. 3, Issue 4, pp. 241–247.

3.Vasant Desai (2021), Financial Markets and Financial Services, Himalaya Publishing House, Mumbai.

4.Gurusamy (2022), Financial Services and System, Tata McGraw Hill Education, New Delhi.

5.Komal B. Sharma (2020), “Performance Analysis of Mutual Fund: A Comparative Study of Selected Debt Mutual Fund Schemes in India,” A Global Journal of Interdisciplinary Studies, ISSN: 2581-5628, Vol. 3, Issue 2, pp. 5–8.

6.Ganga Bhavani & Khyati Shetty (2017), “Impact of Demographics and Perceptions of Investors on Investment Avenues,” Accounting and Finance Research, ISSN: 1927-5986, Vol. 6, Issue 2, pp. 198–205.

7.Nidhi Walia & Dr. Ravi Kiran (2009), “An Analysis of Investor’s Risk Perception Towards Mutual Fund Services,” Vol. 9, Issue 4, pp. 106–120.

8.Rakesh Kumar C. Patel, Dr. Rekha Samar & Dr. Mahendra Meisuriya (2020), “A Study on Performance Analysis and Investors’ Behaviour of Selected Mutual Funds in India,” International Multidisciplinary Research E-Journal, ISSN: 2454-8596, Vol. 5, Issue 4, pp. 01–10.

9.Vasant Desai (2021), Financial Markets and Financial Services, Himalaya Publishing House, Mumbai.
Ethics and Compliance
✓ All ethical standards met
This article has undergone plagiarism screening and double-blind peer review. Editorial policies have been followed. Authors retain copyright under CC BY-NC 4.0 license. The research complies with ethical standards and institutional guidelines.
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