Consumer awareness, behavior and attitude towards Unified  Payment Interface (UPI)

Sunit Kumar Mishra; Devendra Prasad Pandey; Vijay Singh Parihar

doi:10.21844/mijia.21.1.7

Sunit Kumar Mishra Research Scholar , Department of Rural Management, Mahatma Gandhi Chitrakoot Gramodaya Vishwavidyalaya Chitrakoot, Satna (M.P)
Devendra Prasad Pandey Associate Professor, Department of Rural Management, Mahatma Gandhi Chitrakoot Gramodaya Vishwavidyalaya Chitrakoot, Satna (M.P)
Vijay Singh Parihar Associate Professor, Department of Rural Management, Mahatma Gandhi Chitrakoot Gramodaya Vishwavidyalaya Chitrakoot, Satna (M.P)

DOI: https://doi.org/10.21844/mijia.21.1.7

Keywords: UPI, NPCI, Digital payments

Abstract

The Unified Payments Interface (UPI), launched by the National Payments Corporation of India (NPCI) in 2016, has transformed digital
payment ecosystems in India. This study examines consumer awareness, behavior, and attitudes toward UPI, leveraging primary data
from 100 respondents in Varanasi. Descriptive statistics, t-tests, ANOVA, and regression analysis reveal that while awareness levels are
moderate (M = 3.52, SD = 1.09), gender significantly influences usage behavior (t = 2.66, p < .05). Attitudes are favorable, yet only 18% of
behavioral variance is explained by attitudinal factors (R² = 0.18). The findings underscore the need for targeted financial literacy
programs and enhanced security measures to bolster adoption.