MARKETING RESEARCH OF FACTORS OF FINANCIAL EDUCATION/LITERACY OF SCHOOL STUDENTS IN IMERETI REGION

School that gives general education has been the most significant intermediate link for the transfer of social experience, knowledge, skills and abilities from the older generation to the youth. On one hand, the school, as a public institution, is a kind of mirror of a social organism, on the other hand, the school is a powerful tool for forming the personal qualities of adults. From this point of view, the school is the basis for enforcing the state and social order, creating the conditions for the country's development. In the contemporary conditions, the issue of raising the level of financial education of the population in Georgia is acute, therefore the modern school also "includes" the problems/tasks of financial education. The purpose of the research was to describe the "portrait" of the contemporary teenager in the context of financial literacy. Research methods included: to the research problem, synthesis and analysis of different scientific approaches, questionnaire survey and statistical processing methods. As a result of the marketing research conducted by us, we managed to identify the qualitative characteristics of giving financial education to children in the family, substantiated the main components of the concept of "financial literacy" in the context of integrating various scientific approaches, and formulated the task as a questionnaire. Thus, School students’ awareness about finances was analyzed considering five main factors: financial skills, financial behavior, values, types of management of money, financial education and awareness. This research has been tremendously significant and crucial since it has given us the opportunity to find out the financial education and practice of financial behavior, that have been done spontaneously, in the process of adults’ socialization. Keywords: Financial literacy, financial behavior, financial skills, values, money management style, financial knowledge, educational programs.