Now a days each and every bank in Pakistan has facility of Automated Teller Machine (ATM) throughout country. Many people, especially layman belonging to rural areas, are still reluctant to use it, because of relatively low financial literacy. ATM of every bank has its own layouts which confuse users. The current research discovers problems faced by rural users while using ATMs (Automated Teller Machines). The research aimed to investigate financial literacy among rural ATM users of Ghotki and the language difficulties faced by them while using ATM. The study provided an insight to financial literacy among users of rural Ghotki. The research was conducted in the rural areas of Ghotki. The researcher used mixed framework of research to collect data. The survey questionnaire was used to collect quantitative data from a sample of 150 while interviews from fifteen people were conducted to collect qualitative data. The quantitative data was analyzed using SPSS software while qualitative data was analyzed using thematic analysis. The results showed that linguistic inadequacy and lack of proper language guidance caused problems for rural population of Ghotki in availing financial services. The results also showed willingness of people towards inclusion of more regional languages in ATM menus.
Key words: Pakistan, ATM, rural areas, Ghotki, Finance, Financial literacy, language, linguistic inadequacy, financial services
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