Exploring the Role of Demographic Variables in Consumer Awareness of Digital Payments in Himachal Pradesh
DOI:
https://doi.org/10.54536/ajfti.v4i1.4609Keywords:
Awareness Level, Buying Behaviour, consumer behaviour, Digital PaymentsAbstract
This research paper investigates the level of consumer awareness of digital payment systems in Himachal Pradesh, with a specific focus on the influence of demographic variables such as age, gender, marital status, education, occupation, and income. The study seeks to identify the factors shaping awareness levels and to analyze the sources of this awareness. Data were collected from 450 respondents across Shimla, Mandi, and Kangra using a structured questionnaire. The findings reveal that demographic factors do not significantly affect consumer awareness, suggesting uniform awareness levels across diverse demographic groups. The study further indicates that 70.89% of respondents demonstrate moderate awareness, 16.45% exhibit high awareness, and 12.67% display low awareness. The primary sources of awareness include friends and colleagues, relatives, and advertisements or the internet, accounting for 84.45% of the responses. These insights provide valuable guidance for policymakers, businesses, and digital payment service providers, offering actionable recommendations to enhance awareness and adoption of digital payment systems in the region. While the findings are promising, the study acknowledges limitations related to sample size and geographic scope, suggesting that future research should expand into broader regions with larger sample sizes to provide more comprehensive insights.
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