Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)

Abstract

A Study on Consumer's Perception towards Digital Payments In Rural and Urban Areas

Author(s): Balaji Ch, Meghana K and Dheeraj Sai V.

Demonetization of Rs. 500 and Rs. 1000 currency notes was one of the most significant international events of the year 2016. The last few years has seen tremendous growth in use of digital payments in India. Demonetization created huge growth opportunity for digital payment in India and the digital wallet companies garbed the opportunities with both the hands to expand their market share. In recent days many changes took place in the payment system like digital wallets, UPI and BHIM apps for smooth shift to digital payments. Payment gateways have emerged as the most significant contributor in pushing Cashless and electronic payments. The financial transaction has increased due to digital payment in India. The structured questionnaire was used as research tool for understanding consumer perception of digital payment. The objective of this research paper is to study the positive impact that Digitization of payment system. The present paper focuses on the analysis of the adoption level of these digital payment systems by customers using survey method to know opinion of the people regarding digital payment in rural and urban areas.

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