A STUDY ON CUSTOMER’S ATTITUDE AND PERCEPTION TO USE DIGITAL RUPEE

Abstract

Over the past ten years, the infrastructure for telecommunications technology has grown in emerging nations in an unprecedented and extraordinary way. The expansion of wireless communication connectivity, which has a huge influence on the lives of billions of people globally, is amazing. Access has changed not just how quickly and easily people can communicate, but it has also given marketers and policy makers the chance to reinvent the way they interact with potential clients. It has been shown that a country's economic development is favorably correlated with a robust telecommunications network such as the Internet. For traditional payment systems, which are controlled by established banking and financial institutions, the fast uptake and increase in availability and use of mobile phones, especially smartphones in emerging countries also produced enormous potential for the digital payment industry. The amount of mobile payments processed globally has increased dramatically. Consequently, there has been a marked rise in the number of enterprises providing their clients in various markets with mobile-based payment options. The use of cash for payments is steadily declining in most regions of the world due to growing payment digitalization. which became the reason for emergence of digital e-rupee which is a legal tender issued in digitalform by the central bank of the country. While the banks oversee the distribution, the RBI issues retail e-Rupee. This paper intends to study customer’s attitude and perception to use digital rupee. This research aims to investigate customer’s attitude and perception towards using DigitalRupee in the Delhi National Capital Region (NCR) by identifying the elements that affect customers' attitude and intention towards adopting it. A cross-sectionalsurvey was conducted with a sample group of 155 people in the Delhi NCR region, using closed-ended questions designed using the Likert scale. The independent variables for this study are Perceived usefulness, Perceived ease of use, Privacy and Security, Attitude and Behavioral Intentions, while the dependent variable is the customer's confidence in the success of Digital Rupee. v The data collected was analyzed using SPSS software, and various statistical techniques such as Descriptive Analysis, Multiple Linear Regression, and Two Way Anova were employed to identify patterns, trends, and relationships in the data. Ethical considerations were taken into account throughout the research process to ensure anonymity, confidentiality, and informed consent of the respondents. However, the research has certain limitations due to its limited sample size and geographical scope, which may not be applicable to other regions or populations. Finding shows that it could be achieved by ensuring that the digital currency is designed to meet the needs and expectations of the customers and by implementing robust security measures to protect customer's sensitive information.