A Multiple Stakeholder Attitudinal Study on the Characteristics of Cashless Payment in Urban India

Abstract

The present research focuses on understanding the attitudes of the key stakeholders of digital payments in newlineUrban India as it stands today. The research focus on the attitude of the three segments of the population newlinein Urban localities of Bangalore which includes Students, Customers and Merchants or retail outlet newlineowners to understand the attitudes and preferences regarding cashless methods. The questionnaire newlinepresented to these segments also study the attitudes expected out of the respondents on what makes a newlinecashless payment strong and meaningful to them. This research explores the key aspects of attitudes that newlinethese segments have that are needed today by banks and financial institutions to consider while building newlinenew product platforms targeted towards these segments of the population. This study is restricted to urban newlinepopulation of Bangalore region in India. Given the diversity of population and cosmopolitan population newlinemix of the city, the outcomes of such a research can very easily be extrapolated to all key urban cities newlineacross the country. newlineThe key problem statement to identify the attitudes of the key stakeholders that are a part of the cashless newlinepayment eco-system and basis the review of literature it was concluded that the thesis study will revolve newlinearound the study of 4 key independent variables that are considered most important to study the attitudes newlineof the segments towards adoption of cashless payments.In order to understand this, as a part of this newlineresearch, 3 segments of population were identified and narrowed down and as a part of the research a newlineresearch questionnaire was extended to these 3 identified segments to understand outcomes. In this newlineregard, given that the problem statement and the research objective, was to ensure that apart from cash newlinewhat are the attitudes of the segment when they use or consider using cashless payments.The objective of newlinesuch a research is To Understand the attitude towards digital payments by key stakeholders in the newlinepayment eco-system. newline