Fintech Adoption In Urban India: A Study of Usage Patterns and Preferences in Chennai

doi:N/A

Advances in Consumer Research

Issue 4 : 2367-2373

Original Article

Fintech Adoption In Urban India: A Study of Usage Patterns and Preferences in Chennai

G. Sankararaman

S. Suresh

Pg. Thirumagal

V. Rengarajan

⁴

R. Natarajan

⁵

Professor, Department of Management Studies, Rajalakshmi Engineering College, Chennai

Associate Professor, Department of Management Studies, Rajalakshmi Engineering College, Chennai

Professor and Head, School of Management Studies, VISTAS University, Chennai

⁴

Senior Assistant Professor, School of Management Studies, SASTRA University, Thanjavur, Tamil Nadu

⁵

Assistant Professor of Commerce, National College (Autonomous) Trichirappalli

Abstract

The rapid growth of financial technology (FinTech) has transformed the financial landscape, providing users with enhanced digital solutions for payments, banking, and investments. This study examines user preferences for FinTech services in Chennai, focusing on awareness, adoption factors, satisfaction levels, and challenges. Researchers conducted a mixed-method approach, incorporating surveys and interviews with 214 respondents. Findings indicate that convenience, transaction speed, and cost-effectiveness drive adoption, while security and regulatory concerns act as barriers. The study highlights opportunities for FinTech growth through enhanced cybersecurity measures, financial literacy programs, and improved user support. The recommendations aim to foster greater financial inclusion and trust in FinTech services in Chennai

Keywords

FinTech

Digital Finance

Mobile Banking

Digital Banking

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