Research Paper (postgraduate) from the year 2019 in the subject Business economics - Investment and Finance, grade: A, University of Calicut (MES Mampad College), course: M.com, language: English, abstract: The present study focuses on the investment attitude and awareness of rural people of Kalikavu village towards various investment avenues. It is because here, in this area there is no enough systematic studies and reports available. Hence there is a vast scope for studying in this area to measure the investment habits of people. The present study also focuses on the guiding factors, considering while choosing various investment portfolios and the levels of satisfaction on these investment avenues. India is basically regarded as a rural based country because of 68.84 percent of its population is living in rural areas. Likewise, in Kerala state around 52.3 percent of population is also living on rural villages. Thus it is very clear that in order to make India as a developed nation there should be an upliftment of the lives of rural people especially in their economic conditions through proper enhancement of savings and investment levels of people in rural areas. Thus investment is an important subject matter that can make major impacts on individual and economic developments. As societies investment increases the capacity to produce goods and services at lowest costs also increasing which leads to greater productivity and efficiency. This efficiency will also leads to economic growth. Thus savings and investments are important for supporting the rural industries. For this purpose their savings and investments should be mobilized and invested properly. But the fact is that many of the investors in rural area have no proper awareness on various investment avenues. Thus due to their lack of knowledge they are not ready to come forward to invest in various portfolios.