. This article presents the perception of factors determining the use of banking services in the opinion of consumers who do not use banking services and of directors of bank branches. Bankers emphasize a lack of habit or need to save money as well as the habit of stashing cash at home, hiding income and/or financial assets as factors preventing individuals from using banking services. In the opinion of consumers, what makes people wary and reluctant to use banking services is the fact that it is difficult to access banks and too expensive. As a result, certain individuals avoid banks. Half of the people who do not use banks are rural residents. The declared reasons for financial exclusion of rural residents and urban residents are the same. This study encompassed a sample of N=1000 people who did not use banks as well as N=200 bank branch directors.