alexa Consumers Perceptual Biasness in Debit Cards of Indian Banks
ISSN: 2167-0234

Journal of Business & Financial Affairs
Open Access

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Research Article

Consumers Perceptual Biasness in Debit Cards of Indian Banks

Prasad S*

Associate Professor in Marketing, Regional College of Management, Bhubaneswar, India

Corresponding Author:
Saraju Prasad
Associate Professor in Marketing Regional
College of Management Bhubaneswar
Odisha-751023, India
[email protected]

Received date A pril 11, 2016; Accepted date May 05, 2016; Published date May 15, 2016

Citation: Prasad S (2016) Consumers’ Perceptual Biasness in Debit Cards of Indian Banks. J Bus Fin Aff 5:186. doi:10.4172/2167-0234.1000186

Copyright: © 2016 Prasad S. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.



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.


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