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The present research work is undertaken to analyse the sources of penetration and level of penetration. A Source of penetration is defined by actions a firm takes to communicate with end users, consumers and external parties. It covers the five subsets, such as advertising, sales promotion, direct marketing, personal selling and public relations. In this study, the researcher has applied the factor analysis to analyze the customers' opinion towards the sources of penetration. In order to analyze the sources of penetration and level of penetration, the researcher has used discriminant analysis. The result reveals that 18.6% of variables predict the level of penetration. Moreover, Advertising and Direct Marketing are the most important sources that discriminates the level of penetration.

Banking plays a very important role in the development of the economy. In order to develop the rural areas various schemes were introduced by the government of India and Reserve bank of India. The people must make use of those schemes. Banking penetration must be followed by the customer behavior towards the banking products and services. This customer behavior leads to the financial empowerment of the people which enhances the financial planning, financial awareness and financial literacy. This paper studies about the identification of the factors assigned for the variables of banking penetration, customer behavior and financial empowerment of the rural people.

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