AWARENESS OF DIGITAL PAYMENT APPS AMONG RURAL VENDORS - AN EMPIRICAL STUDY IN PALAKKAD CITY

Abstract

Rural vendors who operate in Palakkad city are the subject of this empirical research that evaluates digital payment app awareness along with factors behind their adoption and government involvement in addition to understanding vendor perceptions about these solutions. The research design utilizes a quantitative methodology through structured questionnaires to obtain data from 380 rural vendors throughout different markets in Palakkad. The research team conducted descriptive statistical and reliability measure evaluations to analyze the obtained data. Rural vendors demonstrated moderate levels of digital payment app awareness yet their awareness and adoption decisions were substantially affected by their age together with their educational background and income levels. Rural vendors do not utilize digital payment apps frequently because they lack of internet access and digital literacy and do not trust security measures. Digital India and PMGDISHA represent essential government programs that have reinforced the growth of digital payment systems. Rural vendors using digital payment apps experienced multiple advantages such as enhanced business operations combined with better delivery of customer services and improved financial organization systems. Continued efforts must focus on developing specific approaches that boost the technical abilities and internet connectivity across rural communities because this will lead to enhanced utilization of digital payment apps. Significant progress has occurred yet continued government intervention coupled with specific education programs will help overcome barriers to let digital payments reach their maximum potential in rural India.