MBA Journals Peer-reviewed management research from Consortium e-Learning Network

NOLEGEIN Journal of Entrepreneurship Planning, Development and Management

Examining Consumer Dynamics: An Analysis of Perception, Preferences and Usage of Mobile Banking Services in Rajkot District of Gujarat

  1. Nilesh Khanderiya
  2. Jay Talati
  3. Khushboo Vasani

Abstract

The rapid expansion of mobile banking services has fundamentally transformed the way consumers conduct financial transactions in India. This study explores consumer dynamics in terms of preference, usage, and perception of mobile banking services in the Rajkot district of Gujarat. The analysis is based on primary data collected from 247 respondents through a structured questionnaire. Statistical tools such as mean, percentage analysis, and cluster analysis have been employed to interpret the data. The findings reveal that UPI has emerged as the most preferred mode of payment, followed by cash, indicating a gradual but clear shift towards digital transactions. Mobile banking usage is observed to be higher among younger and economically active individuals, while a majority of respondents fall within the moderate usage category. Basic services, including balance enquiry and fund transfers, are widely utilized, whereas advanced features show relatively lower adoption levels. In terms of perception, mobile banking is largely viewed as convenient, timesaving, and easily accessible. However, concerns related to security and trust continue to influence user confidence and may act as barriers to the adoption of advanced digital banking services.

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