[39] DIGITAL PAYMENTS AND CONSUMER BUYING BEHAVIOUR: A STUDY OF CONSUMERS IN ROURKELA, ODISHA
How to Cite the Article: Sailabala Sarangi & Om Prakash Paswan (2026). Digital Payments and Consumer Buying Behaviour: A Study of Consumers in Rourkela, Odisha. International Journal of Multidisciplinary Research & Reviews, 5(5),485-497. https://doi.org/10.56815/ijmrr.v5i5.2026.485-497
Abstract
UPI-based payments in India have improved payment friction and changed the way customers perceive, perform, and recollect purchases. This paper analyzes the relationship between digital payments and consumer buying behavior in Rourkela, an industrial town and the second tier of the organized retail system in India. Rourkela has markets along with salaried citizens, students, informal businesses, etc. The study incorporates the painof-paying framework and accepts the technology-based framework. A total of 384 adult digital payment users were surveyed in a cross-sectional design. The empirical section showed the proposed analysis using a synthetic dataset and should not be treated as real world data. The executional results showed that UPI was the preferred payment mode of choice among the respondents. The preference was attributed to various factors, including time and cash savings and convenience of payment for the merchants. The results indicated that security issues impacted the willingness to use digital payments. Consistent with the results, high frequency (intensity) of digital payments was found to increase the likelihood of impulse spending. UPI-based digital payments improved the speed and convenience of purchase and payment and increased the frequency of purchase. Further, the payment data along with QR-based loyalty systems could assist retailers. Real-world improvement in payment systems and transaction interfaces, as well as consumer-centered control of spending, should be prioritized by payment systems services and regulators. This paper provides a context-specific payment behavioral framework for eastern India, along with the directions for evidence-based studies in Rourkela.
