Consumers Behavior towards Debit Card Payment Mode while Shopping at Retail Stores

This paper attempts to identify different factors affecting consumers on adoption of debit card payment with reference to shopping at retail stores. With this view, a month long survey was conducted among consumers, who do shopping through debit card in which 175 respondents were interviewed using convenient sampling. The entire analysis shows that debit card payment behavior among consumers varied. Study also concludes that most significant factor influencing their debit card payment behavior was perceived ease of use and usefulness of card. Finally, it is believed that the outcomes of this research will have an impact on society to understand changing behavior of people towards making payment that can help different marketers who want to create value to the consumers by providing them different payments options in the market.