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UN has adopted poverty reduction and women empowerment as one of the sustainable development goals. Financial literacy is emerging as an essential tool to achieve financial inclusion through microfinance. Particularly with the advent of a pandemic such as COVID-19, the use of technology has increased manifold. Thus, the importance of financial literacy to ensure the sustainability of self-help groups has grown tremendously. There is a shortage of literature that measures the impact of financial literacy on the financial behavior of the members of self-help groups in India. Moreover, research establishes that rote financial education leads to dormant knowledge with financial outcomes. Through the lens of Theory of Planned Behavior, the study demonstrates the mediating role of financial attitude and financial efficacy in explaining the relationship between financial knowledge and financial behavior. Peer influence leads to financial knowledge and behavior. But financial attitude is developed only through financial knowledge. Also, financial attitude enhances the impact of financial knowledge and peer influence on financial behavior. This study uses the partial least square structural equation modeling method for the data analysis, and the results establish that financial knowledge and attitude positively impact behavior. Financial attitude and efficacy mediate the relationship between financial knowledge and financial behavior. Thus, an individual’s emotional disposition should be considered while designing social intermediation initiatives. Also, social learning through peer influence can be extremely helpful in promoting sound financial habits.

With advent of m commerce the marketing and channel environment in rural India has changed drastically. India being a predominantly agricultural economy has lot of potential for m commerce marketing. With advent of legislative policy changes such as Digital India programme, m commerce is no option but is a necessity. With introduction of Payment banks, mobile applications and mobile commerce platforms rural India cannot remain in isolation. This descriptive research paper is aimed at studying the reasons for decreased mobile usage in rural India. This paper aims at providing a comprehensive literature review of relevant research work done in this field. Hidden Markov Model is an approach to study the temporal sequence of behavior in channel migration and channel choice. Various empirical models have been derived for different kinds of data distributions including univariate, bivariate and multivariate data distributions. An descriptive study to evaluate various kinds of models for different kinds of data distribution is aimed at identifying the best kind of Hidden Markov Model for studying the issue of channel migration in Rural India. The study concludes that Hidden Markov Model based on Multinomial Logit Regression approach is the best model to study the given problem.

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