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The diversification of financial service sector has provided individual with a wide range of opportunities to invest. Investment is the employment of funds on assets with the aim of earning income or capital appreciation. Investment is a part of individual savings, saving is the difference between income and consumption. Rural investors are different from their urban counterparts, this could be because of lack of information, less financially literate and lack of employment opportunities or sources of earning. In this paper we try to investigate individual's investor's behavior and various social demographic factors which influence their saving investment choices.

Demographic Influences on Rural Investors’ Savings and Investment Behavior: a Study of Rural investor in the kangra district of Himachal Pradesh