Lower Transaction Levels of Rupay Debit Card in Maharastra and Odisha

Published: 2021-06-29 06:40:54
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OBJECTIVE To carry out a market research to identify the reasons behind lower transaction levels of Rupay debit card in Maharastra and Odisha.To understand the cash and card usage behaviour of the consumers and how it affects the transaction levels of Rupay Card.To study the awareness of bank customers about debit cards and the attitude of card holders towards Rupay Debit cards.Develop strategies to increase Rupay card transactions in the target states.SCOPE OF THE STUDYThe scope of the study is limited to two states – Maharastra and Odisha. The study has covered 7 banks in 12 different branches across two districts –Satara and Cuttack. In Maharastra, the bank interviews and consumer survey was conducted at 8 branches of State Co-operative and Regional Rural Banks in Satara district. The merchant survey ANKITAIn Odisha, the study was conducted at four branches of State Co-operative and Regional Rural Banks in Cuttack district. The Merchant survey was conducted in Cuttack town and the Banking correspondents interview was done at Tangi, Cuttack district.SL.NOBank ANKITABranch1Odisha State Co-operative Bank(OSCB)Link Road2Odisha State Co-operative Bank(OSCB)Jail Road3Odisha Gramya Bank(OGB)Tangi4Odisha Gramya Bank(OGB)TelengapenthaSL.NOBankBranch1Odisha State Co-operative Bank(OSCB)Link Road2Odisha State Co-operative Bank(OSCB)Jail Road3Odisha Gramya Bank(OGB)Tangi4Odisha Gramya Bank(OGB)TelengapenthaLIMITATIONSThe study covers more than three hundred consumer survey respondents along with  40 Merchants response as well as Bank Manager interviews and Banking correspondents interview. Due to above reason, time was a constraintThis research was conducted in the post PMJDY and Post Mudra era.METHODOLOGYBusiness ProblemResearch Problem –HypothesisThe Card usage, Awareness levels and Cash propensity(Low) is positively correlated with EducationThe Card usage, Awareness levels and Cash propensity (Low)is negatively correlated with Age.The Card usage, Awareness levels and Cash propensity(Low) is positively correlated with IncomeResearch Design-Research MethodologyDATA SOURCES4.1        Primary Sources of Data CollectionConsumer Survey           Individual consumer surveys were conducted in order to collect data on cash and card behaviour, awareness levels of Rupay features, transaction patterns, and infrastructure connectivity. The questionnaire used for survey is attached in the annexure.

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