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INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT International Peer Reviewed & Refereed Journals, Open Access Journal ISSN Approved Journal No: 2456-4184 | Impact factor: 8.76 | ESTD Year: 2016 Scholarly open access journals, Peer-reviewed, and Refereed Journals, Impact factor 8.76 (Calculate by google scholar and Semantic Scholar | AI-Powered Research Tool) , Multidisciplinary, Monthly, Indexing in all major database & Metadata, Citation Generator, Digital Object Identifier(DOI) |
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| Paper Title: | Impact of UPI Based Payment Applications on Impulsive Buying Behaviour amongst GenZs in Bangalore |
| Authors Name: | Gursheen Kaur Malhotra , Sujay |
| Download E-Certificate: | Download |
| Author Reg. ID: |
IJNRD_210180
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| Published Paper Id: | IJNRD2311367 |
| Published In: | Volume 8 Issue 11, November-2023 |
| DOI: | |
| 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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| Cite Article: | "Impact of UPI Based Payment Applications on Impulsive Buying Behaviour amongst GenZs in Bangalore", International Journal of Novel Research and Development (www.ijnrd.org), ISSN:2456-4184, Vol.8, Issue 11, page no.d603-d618, November-2023, Available :http://www.ijnrd.org/papers/IJNRD2311367.pdf |
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| ISSN: |
2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar| ESTD YEAR: 2016 An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator |
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Published Paper ID:IJNRD2311367 Registration ID: 210180 Published In: Volume 8 Issue 11, November-2023 DOI (Digital Object Identifier): Page No: d603-d618 Country: Bangalore , Karnataka, India Research Area: Other Publisher : IJ Publication Published Paper URL : https://www.ijnrd.org/viewpaperforall?paper=IJNRD2311367 Published Paper PDF: https://www.ijnrd.org/papers/IJNRD2311367 |
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ISSN: 2456-4184
Impact Factor: 8.76 and ISSN APPROVED
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