A Study on Customer Perception Towards Buy Now, Pay Later (BNPL) Services in India
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A Study on Customer Perception Towards Buy Now, Pay Later (BNPL) Services in India
Authors:
*Sejal Deshlehra, sejaldeshlehra@gmail.com
MBA; Amity Business School, Amity University, Chhattisgarh, India,
**Dr. Suresh Kumar Pattanayak;
Associate Professor skpattanayak@rpr.amity.edu, Amity Business School, Amity University, Chhattisgarh, India
Abstract: Buy Now, Pay Later (BNPL) services have rapidly gained traction in India, particularly among young, digital consumers. This study investigates customer perception towards BNPL by analyzing factors such as ease of use, trust, interest-free credit, and perceived risk. Data was collected from 111 respondents via an online survey and analyzed using SPSS tools including descriptive statistics, correlation, and ANOVA.
Results show that ease of use, promotional offers, and zero-interest periods strongly influence adoption. A significant correlation was found between frequent BNPL use and impulsive buying behavior, while demographic factors had no major impact on perception. Suggestions from users highlight the need for improved transparency and flexible repayment terms.
This study offers insights for BNPL providers and regulators to enhance user trust and promote responsible digital credit use in India’s evolving fintech landscape.
Keywords- Buy Now Pay Later (BNPL), Customer Perception, Digital Credit, Impulsive Buying, Fintech, India, Financial Literacy