Measuring Financial Literacy Among Gen Ziers in Coimbatore City

Financial literacy comprises financial knowledge, attitudes, and behavior, and proficient individuals in this regard hold a significant position in the formal financial structure of their country. By making informed decisions and actively participating in the financial system, they contribute to economic activities and foster national development. Therefore, being financially literate is crucial. Accordingly, this study aims to assess the level of financial literacy among the Digital Natives population in Coimbatore City. As per the 2011 census, 375 million people, equivalent to approximately 27% of the Indian population, belong to GEN Ziers, born between 1997 and 2012. Given that this cohort will constitute a major part of the global workforce soon, measuring their financial literacy is imperative, especially as they are poised to play a leading role in the financial System. Thus, the study “Measuring Financial Literacy Among Gen Ziers in Coimbatore City” was undertaken. The results exhibited that Gen Ziers possessed Financial Knowledge and were confident in dealing with money matters. It was found that they exhibited Financial Attitude concerns with regard to Retirement Planning.