Volume : IV, Issue : XII, December - 2014

A Study on Innovative Banking Users Awareness towards Mobile Banking in South Gujarat Region

Prof. Poonam P Yadav

Abstract :

Purpose: The main purpose of the present study was to measure the awareness level of innovative banking user’s towards mobile banking in South Gujarat Region. Design/Methodology/Approach: The study is based on primary data collected from 150 respondents of the five District of South Gujarat Region based on structured questionnaire. The research design is descriptive in nature and equal samples have been collected from all the five District of the region and hence the sampling technique is quota sampling. Likert`s five point scale had been used to categorize the level of mobile banking awareness of the users and then chi square test had been used to measure the association between the demographic variables and awareness level of the respondents. Findings: It had been found that there is a strong association between the various demographic variables and the awareness level of the respondents. Practical Implications: The findings have implications for marketing theory and management, as well as consumer education. Bankers may apply the scale to their customers and assess which dimension is the most important in terms of the outcomes examined. The managers in the various banks of South Gujarat Region should understand this association and then they should develop their mobile banking products and services to satisfy the customer’s needs. They should also know the present awareness level and should emphasize on the enhancement of awareness level. Originality/Value: This is the first study to test the association between the area profile, information technology competency level of the user and awareness level of the users.

Keywords :

Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Prof.Poonam P Yadav A Study on Innovative Banking User’s Awareness towards Mobile Banking in South Gujarat Region Indian Journal of Applied Research, Vol.4, Issue : 12 December 2014


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