International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Volume 7 Issue 3
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Consumer Decision-Making in the Age of Digital Payments: Evidence from Urban Markets

Author(s) Ms. Riya Yadav, Samanwita Majumdar
Country India
Abstract Particularly in urban markets where technology penetration is high, the quick adoption of digital payment systems has had a big impact on consumer behaviour. This study, "Consumer Decision-Making in the Age of Digital Payments: Evidence from Urban Markets," attempts to examine how consumer purchase decisions in both online and offline retail settings are influenced by the availability of digital payment options. Furthermore, it compares the purchasing patterns of customers who prefer traditional payment methods with those who regularly use digital payments.
A structured questionnaire aimed at urban consumers was used to gather primary data. The relationship between the perceived availability of digital payments and the probability of making purchases was investigated using statistical techniques like regression analysis and correlation. The results show a strong positive correlation, suggesting that more digital payment options promote purchase completion and have an impact on consumers' general purchasing decisions. The study also shows that consumers who frequently use digital payments and those who use cash or traditional cards have quite different spending habits.
The findings highlight how crucial it is for retailers to strategically incorporate and advertise a variety of digital payment methods in order to improve customer satisfaction and increase sales. In addition to providing useful insights for companies looking to use payment technology for competitive advantage, this study adds to the expanding corpus of research on consumer behaviour in the digital economy.
Keywords Consumer decision-making process, Digital Payment, Urban Markets
Field Business Administration
Published In Volume 7, Issue 3, May-June 2025
Published On 2025-05-16
DOI https://doi.org/10.36948/ijfmr.2025.v07i03.44774
Short DOI https://doi.org/g9kfwv
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