Journal of Business & Financial Affairs

Consumers Perceptual Biasness in Debit Cards of Indian Banks

Abstract

Saraju Prasad

Debit cards are highly attractive to convenience driven consumer markets. As banks explore potential debit based loyalty system therefore convenience and control seeking consumers found debit cards as more attractive option. This card business depends on very reliable and secure technology and requires a very strong connectivity backbone. The topic taken for the research is a recent issue related to the debit card and the preference of customers towards different types of debit cards of different banks. Primary data has been collected through questionnaire of sample taken from the market which is a replica of the universe (Population of India). By the primary data the profile of customer being selected which are highly affected by the utility of the debit card. Hence the research justifies that the factors responsible for selecting a debit card are favourability, situational, recognize and bias. MDS (Multi-dimensional scaling) technique has been taken to study the perception of the customer for different brands of debit cards especially the public sector and private sector banks. The study has given an idea about the high inclination of customers towards private sectors debit cards than public sectors one.