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The influence of UPI on consumer behaviour

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  • Bidisha Mukherjee
  • Aniruddh Sahai
  • Adity Sabharwal

Abstract

To digitally empower Indian citizens, the government promotes cashless transactions pan-India. UPI seems to be the most convenient, time-saving, and secure way to transact. The objectives of this paper are to find out how UPI has influenced consumer behaviour, its impact on small-scale businesses and the existing loopholes in the system. A survey questionnaire was circulated among 150 respondents from different walks of life. The data presents insights from semi-structured interviews conducted across 78 small-scale business owners, most earning less than Rs 0.3 million (3,603.64 USD) per annum. The major findings include most people experiencing increased spending using UPI, leading many of them to perceive having better control with cash. The majority of businesses reported that UPI has increased their business sales. Our survey findings would help identify and bridge the gap in this payment option, a groundbreaking invention in financial history.

Suggested Citation

  • Bidisha Mukherjee & Aniruddh Sahai & Adity Sabharwal, 2026. "The influence of UPI on consumer behaviour," International Journal of Management Concepts and Philosophy, Inderscience Enterprises Ltd, vol. 19(3), pages 400-420.
    • Handle: RePEc:ids:ijmcph:v:19:y:2026:i:3:p:400-420
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