DIGITAL FINANCIAL LITERACY AND ITS DETERMINANTS AMONG RURAL CONSUMERS IN COIMBATORE

The growing digitization of financial services necessitates adequate literacy among consumers particularly in rural settings this research explores the extent and determinants of digital financial literacy among 99 rural consumers in Coimbatore district employing convenience sampling primary data was gathered through structured questionnaires and subjected to statistical techniques including chi-square and Anova results indicate that younger low-income undergraduate respondents constitute the dominant user segment educational attainment proved to be the sole statistically significant predictor of digital financial competence infrastructure deficiencies cybersecurity apprehensions and linguistic obstacles emerged as universally experienced barriers irrespective of demographic differences strengthening institutional outreach curriculum integration and vernacular platform accessibility are recommended for bridging the prevailing digital financial literacy dividend.