The savings potential of the rural population

The article highlights the results of a study of the peculiarities of the savings behavior of rural residents and examines the potential for involving rural savings in deposit financing of banking business. Life in rural areas has significant differences from urban living and working conditions, which determines the specifics of obtaining monetary income and making savings for the rural population. The tendency of the rural population to make money savings, the existence of their insurance function and the existence of trends in the growth of cash incomes of rural workers are emphasized. The study notes the insufficient attention of credit institutions in relation to attracting cash savings of the rural population to deposits and the need to improve the service of rural depositors. It is pointed out that the number of divisions of credit institutions in rural areas has decreased and that it is necessary to replace their absence with other forms of interaction and communication with rural residents. The main purpose of this study is to assess the potentialities of monetary incomes and savings of the rural population in solving investment issues of formation of sustainable deposit base of banks. The study was carried out in rural areas of the Krasnodar Territory in 2022-2024. Its results indicate that there is a significant potential for the growth of monetary savings and the possibility of their involvement in the banking business when changing the deposit policy of banks towards rural residents and improving the deposit process. The author suggests the most relevant areas of deposit activity with the studied category of citizens and focuses on the need for banking support for special groups (strata) of the rural population.