Impact Of UPI Transaction on Purchasing Decision of Customers: A Survey in Chennai City

Abstract

In today’s digital age, the Unified Payments Interface (UPI) has significantly transformed consumer purchasing behavior, making transactions more seamless and efficient. This study investigates the impact of UPI transactions on customers' purchasing decisions in Chennai, analyzing awareness, usage patterns, and the role of demographic factors. Data collected from 121 respondents reveal a high awareness and adoption rate of UPI, with a substantial portion of participants preferring UPI over cash for everyday purchases. Regression analysis indicates a strong positive correlation (r = 0.65, p < 0.01) between UPI transaction frequency and consumer purchasing activity. Additionally, age and income are shown to significantly influence UPI usage. The findings highlight UPI’s role in enhancing consumer convenience and security while promoting more frequent and impulsive buying behavior. The study offers insights for marketers and policymakers to leverage digital payment trends for improved consumer engagement.