Paper Title
Impact of UPI Based Payment Applications on Impulsive Buying Behaviour amongst GenZs in Bangalore
Article Identifiers
Authors
Gursheen Kaur Malhotra , Sujay
Keywords
Abstract
As the digital landscape continues to evolve, the rise of UPI-based payment applications has become a pivotal force in shaping consumer behaviour, particularly among the tech-savvy Generation Z (GenZ). This research investigates the nuanced relationship between UPI-based payment applications and impulsive buying behaviour, focusing on the GenZ demographic in Bangalore, India. The study employs a mixed-methods approach, combining qualitative interviews and quantitative surveys to gather comprehensive insights. Interviews delve into the perceptions, attitudes, and experiences of GenZ users, providing rich qualitative data to contextualise the quantitative findings. The survey, distributed among a diverse sample of Gen Z individuals in Bangalore, collects data on usage patterns of UPI-based payment applications and correlates them with impulsive buying tendencies. Preliminary findings suggest a significant correlation between the ease and speed of UPI transactions and impulsive buying behaviour. The seamless nature of these applications, coupled with targeted marketing strategies, appears to influence impulsive purchasing decisions. Furthermore, the study explores the role of social influence, peer pressure, and promotional offers within UPI applications in exacerbating impulsive buying tendencies. Understanding the impact of UPI-based payment applications on impulsive buying behaviour is crucial for both academia and industry. Insights from this research contribute to the growing body of knowledge on consumer behaviour in the digital age, providing valuable implications for marketers, policymakers, and businesses aiming to engage effectively with the Gen Z consumer base in the vibrant city of Bangalore.
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How To Cite (APA)
Gursheen Kaur Malhotra & Sujay (November-2023). Impact of UPI Based Payment Applications on Impulsive Buying Behaviour amongst GenZs in Bangalore. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 8(11), d603-d618. https://ijnrd.org/papers/IJNRD2311367.pdf
Issue
Volume 8 Issue 11, November-2023
Pages : d603-d618
Other Publication Details
Paper Reg. ID: IJNRD_210180
Published Paper Id: IJNRD2311367
Downloads: 000122009
Research Area: Other
Country: Bangalore , Karnataka, India
Published Paper PDF: https://ijnrd.org/papers/IJNRD2311367.pdf
Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2311367
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This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition
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