Socio-demographic peculiarities of population's financial behavior

Large-scale transformations happened in Russia during the last 25 years became the reason for intensive development and content-related filling in of the special type of population's economic behavior - financial behavior. It became an essential factor determining the material welfare of citizens and influencing the socio-economic level of regions and the country in general. Diversification of financial products and instruments, distribution of the new standards of consumption and expanding demand of the national household for investment resources stimulate the necessity of further complicating financial practices of the country's residents. Appropriate changes can be implemented by elaboration of science-based management impacts that requires comprehensive study of population's financial activity indicators. The author states that it is possible to reveal the regional peculiarities of financial behavior and to study the attitudes, intentions and motives of the representatives of different social groups with the help of sociological studies. The article presents the evaluating impact of socio-demographic characteristics of individuals on the level and content of their financial activity. The main conclusions of the article are based on the results of special opinion polls, carried out by ISEDT RAS.The conducted analysis shows that gender index is a significant factor of financial behavior of the Vologda Oblast's population, influencing saving motives, forms of savings, choice of the creditcompany and payment discipline. Differentiation according to the age allows to reveal the more preferable strategies in command of finance (insurance, consumption, investment). The impact of the educational level of respondents on different aspects of financial behavior turns out to be explicable. The achieved results will be used in future in elaborating typology of financial behavior due to the types of households.