Name: Deepika Jindal
Country: India

Year: 2025
Volume: Volume-12, Issue-2 (July-December)
Page Number: 172-180
DOI: https://doi.org/10.5281/zenodo.17431503

ABSTRACT
The rapid proliferation of digital payment applications has significantly altered consumer
behaviour across India, including in regional economies like the Malwa region of Punjab.
This study investigates how the adoption of digital payment apps such as Google Pay,
PhonePe, Paytm, and BHIM has influenced the purchasing patterns, payment preferences,
and financial attitudes of consumers in this region. Using a structured survey administered to
a diverse sample across urban and rural areas of Malwa, the research examines key factors
driving adoption, including convenience, perceived ease of use, trust, digital literacy, and
social influence. The study also explores barriers such as security concerns, lack of
infrastructure, and resistance to change, especially among older or rural populations. Findings
indicate a growing acceptance and reliance on digital payments, particularly among younger,
tech-savvy consumers. Digital payment apps have led to a decline in cash usage and
increased impulse purchases due to their ease and speed. However, the digital divide marked
by disparities in internet access and education continues to hinder widespread adoption. The
research offers practical insights for policymakers to enhance digital payment inclusion and
build trust in digital financial systems across the region.
Keywords: Digital Payment Apps, Consumer Behaviour, Malwa Region, Punjab, Financial
Technology, UPI, Mobile Wallets, Digital Literacy.