A.Caroline Priyanka Koorse Govindaraj et al., International Journal of Research in Management, Economics and Commerce, ISSN 2250-057X, Impact Factor: 6.384, Volume 08 Issue 1, January 2018, Page 31-39 http://indusedu.org Page 31 This work is licensed under a Creative Commons Attribution 4.0 International License A Study in Ariyalur Panchayat Union of Financial Behaviour (With Specific Reference to Customers of IOB) A.Caroline Priyanka Koorse Govindaraj 1 and Dr. S. Kavitha 2 1 (Ph.D Research Scholar, Department of Manangement, Dr. G. R. Damodaran College of Science, Coimbatore, Tamilnadu, India) 2 (Associate Professor & Guide, Department of Manangement, Dr. G. R. Damodaran College of Science, Coimbatore, Tamilnadu, India) Abstract: Financial behaviour or behaviour finance is a branch of study that relates finance with the psychology of the respondent. Also studying the behaviour of the rural people brings forth their attitude towards money. India is an agriculturally dominant country and we still have a huge chuck of our population coming under the classification of rural. The present study has been conducted in a low per capita income district of Ariyalur in its district headquarters with customers of Indian Overseas bank. A structured questionnaire has been used to collect data. The present paper only concentrates on the rural respondents availing of services and the investments that they have made at a basic level with basic socio demographic and banking knowledge aspects backing the main study. Also Dimensions and pattern of financial behaviour have been studied. A careful study of financial behaviour at the rural level would give an opportunity to understand the psychological aspect of the rural respondents and their pattern, behaviour towards finances and saving thus giving an opportunity to have development at nation level in the long run. Keywords: Psychology, Finances, Financial behavior, Rural respondents, Availing of services, and investment I. INTRODUCTION So what is financial behaviour? Let us put it in different words as it is termed as Behavioural finance by many. Behavioural finance is a relatively new field that seeks to combine behavioral and cognitive psychological theory with conventional economics and finance to provide explanations for why people make irrational financial decisions (By Albert Phung a writer and analyst for Investopedia.com). He graduated from the University of Alberta with degrees in psychology and finance. For the purpose of this research paper however financial behaviour means what people do with the money they get and want? While Behavioural finance is a huge disciple to be studied the current study has only concentrated on few aspects. Keeping in mind that the respondents are from the rural areas the questions for the study were framed only to test availing of financial services and investment on the basic level. However the results of the study are meant to help to understand the financial behavior of the rural respondents. Chart1: Apects Covered in the Study II. REVIEW OF LITERATURE FINANCIAL BEHAVIOUR AVAILING OF SERVICES INVESTMENT PATTERN OUTCOME OF FINANCIAL BEHAVIOUR