2025, Vol. 6, Issue 2, Part J
Role of financial technology in shaping retail investment behaviour in rural India: A case study approach
Author(s): G Prasanna Kumar, K Siva and PV Sudarsana Swamy
Abstract: There is a need to study how the Financial Technology (FinTech) is changing the investment behaviour of retailing in rural India, where the research area is East Godavari district of Andhra Pradesh. The rural-urban financial divide is being filled out by increasing access to FinTech-generated innovations, like mobile banking systems, digital wallets, UPI platforms, and investment applications. The study relies on a quantitative case study with 47 respondents to analyze the level of awareness of FinTech, its usage, and the perceived benefits, and the lack of adoption of these benefits. The results show increasing usage among the rural educated younger people and among the salaried rural population due to invasion of smart phones, government efforts and peer pressure. Whereas the day-to-day transactions are taken by mobile banking and digital wallet, mutual funds, SIPs, and digital gold are catching on with conservative investors. The main opportunities are accessibility, cost-effectiveness of transactions, and financial literacy through tutorials in the app. Nonetheless, such issues as digital literacy, bad connectivity, lack of trust and risk aversion barriers prevent more widespread use. This paper highlights why it is necessary to have digital literacy campaigns, vernacular UI of apps, and blended models of services such that inclusive FinTech will be used. Finally, the remarkable tool of financial inclusion is FinTech, but the fair access to it is still a topical issue.
DOI: 10.22271/27084515.2025.v6.i2j.763
Pages: 888-894 | Views: 345 | Downloads: 86
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How to cite this article:
G Prasanna Kumar, K Siva, PV Sudarsana Swamy. Role of financial technology in shaping retail investment behaviour in rural India: A case study approach. Asian J Manage Commerce 2025;6(2):888-894. DOI: 10.22271/27084515.2025.v6.i2j.763
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