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National Research Journal of Banking and Finance Management is a peer-reviewed and refereed scholarly journal (ISSN: 2349-6762) dedicated to advancing research and discourse in the fields of Banking and Finance Management. The journal upholds rigorous academic standards, ensuring the publication of high-quality research contributions.

The National Research Journal of Banking and Finance Management(NRJBFM) is an Biannual peer reviewed refereed research journal Banking and Finance Management is a peer-reviewed academic journal dedicated to the advancement of knowledge and practice in the fields of banking, financial services, and financial management. The journal provides a platform for researchers, practitioners, policymakers, and academics to publish high-quality research that explores theoretical frameworks, empirical analyses, and innovative approaches to the dynamic and evolving world of finance and banking.

The journal welcomes contributions across a broad spectrum of topics, including but not limited to: risk management, financial regulation, corporate finance, fintech innovations, investment analysis, banking operations, and international financial systems. Emphasizing both theoretical rigor and practical relevance, Banking and Finance Management aims to foster insightful dialogue and impactful discoveries that contribute to sound financial practices and informed decision-making globally.

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Current Issue

Year: 2025   Volume-12, Issue-2 (July-December)

Paper Title AN EMPIRICAL STUDY ON WOMEN'S ONLINE PURCHASE DECISIONS IN THE E-COMMERCE SECTOR WITH REFERENCE TO NAMAKKAL DISTRICT
Paper Type
Author Name P. Parimaladevi, M.Praveena
Country India
DOI https://doi.org/10.5281/zenodo.16013923
Page No. 1-8

Abstract View PDF Download Certificate
AN EMPIRICAL STUDY ON WOMEN'S ONLINE PURCHASE DECISIONS IN THE E-COMMERCE SECTOR WITH REFERENCE TO NAMAKKAL DISTRICT
Author: P. Parimaladevi, M.Praveena

The digital revolution has significantly altered consumer purchasing behavior, with e-commerce emerging as a prominent platform for retail transactions. Among the diverse consumer groups, women have increasingly become key contributors to online shopping growth. This study empirically examines the factors influencing women's online purchase decisions, focusing on demographic, psychological, and technological variables. A structured questionnaire was administered to a sample of 150 women respondents in Namakkal district, Tamil Nadu. The findings reveal that convenience, product variety, and trust in the platform, online reviews, and digital literacy significantly influence women's online purchasing behavior. , the study emphasizes the need for e-commerce platforms to go beyond demographic segmentation and focus on delivering consistent, secure, and user-friendly experiences. Personalized marketing strategies, trust-building mechanisms, and improved customer support can further enhance satisfaction among women consumers and ensure long-term loyalty in a highly competitive digital marketplace. The study contributes to e-commerce marketing strategies by highlighting gender-specific consumer insights. The study underscores the growing relevance of women as digital consumers, especially in emerging markets like Namakkal district. As e-commerce continues to expand, understanding and addressing the unique needs and preferences of women will be critical for sustaining growth. Companies that invest in building trust, ensuring convenience, and offering value-driven experiences are more likely to foster loyalty and expand their customer base.
Keywords: Online shopping behavior, Women consumers, E-commerce, Purchase decision-making, Consumer satisfaction, Digital buying behavior, Online retail and India e-commerce market

Paper Title BEHIND THE GAP: FACTORS CONTRIBUTING TO INDIA’S LAGGING PERFORMANCE IN GENDER EQUALITY IN SDGS
Paper Type
Author Name Harshad Laxman Jadhav
Country India
DOI https://doi.org/10.5281/zenodo.16442722
Page No. 9-15

Abstract View PDF Download Certificate
BEHIND THE GAP: FACTORS CONTRIBUTING TO INDIA’S LAGGING PERFORMANCE IN GENDER EQUALITY IN SDGS
Author: Harshad Laxman Jadhav

India‟s think tank NITI Aayog released its recent Sustainable Development Goal (SDG) Index in July showing significant improvement in various SDG indicators like poverty eradication, clean water and sanitation, affordable energy, etc. but not in gender equality. This research paper tries to highlight the reasons responsible for India‟s poor performance in achieving gender equality, an important indicator of Sustainable Development Goals. This paper highlights the reasons behind gender inequality in India from data collected through primary and secondary sources and also suggests actionable steps to address them. This paper aims to provide pathway for accelerating progress towards achieving gender equality in India.
Keywords: SDG, NITI Aayog, Gender Inequality

Paper Title PRIVACY CONCERNS AND TRUST IN DIGITAL BANKING: IMPLICATIONS FOR USER RETENTION
Paper Type
Author Name Lovleen, Ashwani Kumar Bhalla, Bhawdeep Singh Tanghi
Country India
DOI https://doi.org/10.5281/zenodo.16607653
Page No. 16-25

Abstract View PDF Download Certificate
PRIVACY CONCERNS AND TRUST IN DIGITAL BANKING: IMPLICATIONS FOR USER RETENTION
Author: Lovleen, Ashwani Kumar Bhalla, Bhawdeep Singh Tanghi

ABSTRACT
Although the delivery of financial services has changed due to the quick development of
digital banking, consumer concerns about data privacy, trust, and user retention still exist. In
the context of digital banking, this study investigates the effects of perceived utility, privacy
concerns, and confidence in digital platforms on user retention. The study used reliability
analysis and descriptive statistics to investigate user impressions using data from a sample of
350 respondents. The results show that perceived utility is a key factor in determining
sustained usage intentions, but privacy concerns have a small impact on trust levels.
Transparent communication and strong data protection measures should be financial
institutions' top priorities, as trust in digital platforms was found to be a significant factor in
user retention. The study has important managerial ramifications for banks looking to boost
customer confidence and guarantee sustained involvement. Lastly, to gain a better
understanding of user loyalty dynamics in digital banking, future study might look at
demographic moderators and incorporate behavioural models.
Keywords:
Digital Banking, Privacy Concerns, Trust, User Retention, Perceived Usefulness

Paper Title AN EMPIRICAL STUDY ON THE CHALLENGES FACED BY PMEGP BENEFICIARIES OF AMBALA DIVISION
Paper Type
Author Name Jasvinder Singh, Vishal Vinayak, Yashmin Sofat
Country India
DOI https://doi.org/10.5281/zenodo.16631344
Page No. 26-32

Abstract View PDF Download Certificate
AN EMPIRICAL STUDY ON THE CHALLENGES FACED BY PMEGP BENEFICIARIES OF AMBALA DIVISION
Author: Jasvinder Singh, Vishal Vinayak, Yashmin Sofat

ABSTRACT
The Prime Minister’s Employment Generation Programme (PMEGP) is a flagship initiative
by the Government of India aimed at generating self-employment opportunities through the
establishment of micro-enterprises in the non-farm sector. While the scheme has played a
significant role in promoting entrepreneurship, many beneficiaries continue to face critical
challenges that hinder the success and sustainability of their ventures. This study investigates
the challenges encountered by 200 PMEGP beneficiaries in the Ambala division of Haryana.
Primary data was collected through structured questionnaires and interviews with selected
entrepreneurs across various sectors. The study revealed that while the scheme has had a
positive impact on employment generation, a large number of beneficiaries faced difficulties
such as delays in fund disbursement, lack of awareness about scheme details, inadequate
training, limited market access, and insufficient post-sanction support. Only 47% of the units
remained fully operational after two years, indicating significant sustainability issues.
The findings underscore the need for stronger institutional support, improved training,
simplified procedures, and enhanced market linkage mechanisms. The study concludes with
practical suggestions to improve the effectiveness of PMEGP implementation and enhance
the long-term viability of micro-enterprises.
Keywords: PMEGP, Self-employment, Micro-enterprises, Rural entrepreneurship,
Government schemes, Beneficiary challenges, Financial assistance, Enterprise sustainability,
Employment generation, MSME development

Paper Title BEHAVIOURAL FINANCE AND INVESTOR PSYCHOLOGY: THE INFLUENCE OF PERSONALITY AND BIASES ON STOCK MARKET DECISIONS
Paper Type
Author Name Beena Chandwani & Ruchi Jain
Country India
DOI https://doi.org/10.5281/zenodo.16812269
Page No. 33-50

Abstract View PDF Download Certificate
BEHAVIOURAL FINANCE AND INVESTOR PSYCHOLOGY: THE INFLUENCE OF PERSONALITY AND BIASES ON STOCK MARKET DECISIONS
Author: Beena Chandwani & Ruchi Jain

ABSTRACT
This research investigates how personality traits and behavioural biases influence stock
market investment decisions, with a focus on the mediating role of risk tolerance. Using a
sample of 500 investors and a structured questionnaire based on the Big Five personality
framework and established behavioural finance theories, the study finds that personality traits
account for 51.4% and behavioural biases 59.5% of the variance in investment decisions. The
results indicate that traits like extraversion, conscientiousness, and neuroticism significantly
correlate with biases such as overconfidence, herding, anchoring, and the disposition effect.
Additionally, risk tolerance moderates how these traits and biases influence behaviour. The
study confirms that investment decisions are shaped not just by rational analysis but by
deeply ingrained psychological patterns. The findings offer valuable implications for
financial advisors, fintech platforms, educators, and policymakers aiming to support smarter,
more self-aware investor behaviour.
Keywords: Personality traits, Behavioural biases, Risk tolerance, Investor psychology, Stock
market decisions

Paper Title A STUDY ON EMPLOYEE ENGAGEMENT OF TEACHING FACULTY MEMBERS IN HIGHER EDUCATIONAL INSTITUTIONS
Paper Type
Author Name M. Mekala & Rajaram.R
Country India
DOI https://doi.org/10.5281/zenodo.16886379
Page No. 51-58

Abstract View PDF Download Certificate
A STUDY ON EMPLOYEE ENGAGEMENT OF TEACHING FACULTY MEMBERS IN HIGHER EDUCATIONAL INSTITUTIONS
Author: M. Mekala & Rajaram.R

ABSTRACT
Employee engagement is a critical determinant of performance, satisfaction, and retention in
higher educational institutions. This study examines the factors influencing engagement
among teaching faculty members, focusing on constructs such as job security, management
support, recognition and rewards, institutional culture, and work–life balance. Data were
collected from 200 faculty members through a structured questionnaire, and statistical tools
including mean, standard deviation, mean rank, and Kendall’s Coefficient of Concordance
were applied for analysis. Findings reveal that management support ranked as the most
significant factor influencing engagement, followed by institutional culture, recognition and
rewards, work–life balance, and job security. Although the Kendall’s W value (0.056)
indicates low agreement among respondents, the Chi-square test (p < 0.05) confirms
statistically significant differences in rankings. The results highlight the importance of
leadership support, a positive organizational culture, and recognition practices in fostering
engagement. This study provides valuable insights for policymakers and administrators to
design targeted strategies that enhance faculty motivation and commitment, ultimately
improving institutional effectiveness and student outcomes.
Keywords: Employee engagement, faculty members, higher education, management support,
institutional culture, job satisfaction and work–life balance.

Paper Title GST REFORMS AND THEIR IMPLICATIONS ON THE HOSIERY SECTOR IN PUNJAB
Paper Type
Author Name Geetika & Neeraj Goyal
Country India
DOI https://doi.org/10.5281/zenodo.17054676
Page No. 59-69

Abstract View PDF Download Certificate
GST REFORMS AND THEIR IMPLICATIONS ON THE HOSIERY SECTOR IN PUNJAB
Author: Geetika & Neeraj Goyal

ABSTRACT
The Goods and Services Tax (GST), introduced in India in July 2017, marked a significant
reform in the country’s indirect taxation system by integrating multiple state and central
levies into a unified framework. While the reform was aimed at simplifying taxation,
enhancing compliance, and promoting efficiency, its implications have varied across
industries. The hosiery sector of Punjab, particularly concentrated in Ludhiana, holds a
prominent position in India’s textile economy due to its contribution to employment, exports,
and regional industrial growth. This study examines the effects of GST reforms on the
hosiery industry in Punjab with a focus on cost structure, compliance challenges,
competitiveness, and future opportunities.GST has encouraged greater formalization,
modernization, and interstate trade expansion, creating long-term prospects for growth.The
study concludes that GST has functioned as both a challenge and an opportunity for Punjab’s
hosiery sector. For sustainable development, policy interventions are required in the form of
simplified procedures for MSMEs, faster refund processes, and sector-specific incentives.
The hosiery sector in Punjab can leverage GST as a platform for long-term growth and
integration into global value chains.
Keywords: GST, Hosiery Industry, Punjab, Textile Sector, Compliance, Competitiveness,
MSMEs, Exports

Paper Title A STUDY OF FINANCIAL LITERACY LEVELS AMONG STUDENTS OF GOVERNMENT COLLEGE AMARGARH IN MALERKOTLA DISTRICT
Paper Type
Author Name Deepika Jindal
Country India
DOI https://doi.org/10.5281/zenodo.17173463
Page No. 70-78

Abstract View PDF Download Certificate
A STUDY OF FINANCIAL LITERACY LEVELS AMONG STUDENTS OF GOVERNMENT COLLEGE AMARGARH IN MALERKOTLA DISTRICT
Author: Deepika Jindal

ABSTRACT
This study provides a comprehensive overview of the financial literacy levels and behaviors
among college students, highlighting both strengths and areas requiring attention. The
findings indicate a moderate understanding of financial concepts, with students
demonstrating awareness in areas such as loan approval criteria and the risks associated with
informal borrowing. However, significant gaps persist in understanding investment
instruments, liquidity, and the implications of financial decisions. This study examines
financial literacy level among students of Government College, Amargarh (District
Malerkotla) in Punjab. A total of 93 students from students of Government College,
Amargarh participated in this study. The study used convenience sampling technique to select
the students for this study. This study examines the financial literacy levels of students, the
key determinants of financial literacy, and the means to improve financial knowledge. It also
explores how a student's level of financial literacy influences their financial opinions,
decision-making, and practices. The study finds that gender, work experience, education,
income, family characteristics, and place of residence are significant determinants of
financial literacy among students. The results further show that students with higher levels of
financial literacy are more likely to hold informed financial opinions, make better financial
decisions, and demonstrate sound financial management practices.
Keywords: financial literacy, saving, investment, insurance, financial behavior.

Paper Title DIGITAL PAYMENT ADOPTION AND SPENDING BEHAVIOR OF YOUTH
Paper Type
Author Name Lakhveer Kaur & Jatinder K Gaba
Country India
DOI https://doi.org/10.5281/zenodo.17182045
Page No. 79-81

Abstract View PDF Download Certificate
DIGITAL PAYMENT ADOPTION AND SPENDING BEHAVIOR OF YOUTH
Author: Lakhveer Kaur & Jatinder K Gaba

ABSTRACT
Digital payments have transformed the financial habits of the youth, especially with the
widespread use of the UPI, mobile wallets, and QR code-based transactions. This study
explores how digital payment systems influence the spending patterns, convenience
preferences, and financial awareness of college students. This study uses qualitative insights
from students at the Alpine Institute of Information Technology, Moga, reflecting on
behavioral shifts in budgeting, impulse spending, and trust in cashless transactions. The
findings highlight the benefits and risks of digital financial tools and recommend the
promotion of digital literacy alongside access.
Keywords: Digital payments, UPI, youth spending, mobile wallets, Alpine Institute,
financial behavior

Paper Title AN EMPIRICAL STUDY ON DETERMINANTS OF FINTECH ADOPTION: INSIGHTS INTO CONSUMER BEHAVIOUR
Paper Type
Author Name Manjunath
Country India
DOI https://doi.org/10.5281/zenodo.17205674
Page No. 82-90

Abstract View PDF Download Certificate
AN EMPIRICAL STUDY ON DETERMINANTS OF FINTECH ADOPTION: INSIGHTS INTO CONSUMER BEHAVIOUR
Author: Manjunath

ABSTRACT
The rapid evolution of financial technology (Fintech) has transformed how consumers
interact with financial services, offering innovative solutions such as mobile payments, peerto-peer lending, digital wallets, robo-advisors, and block chain-enabled transactions.
Understanding consumer behaviour toward Fintech adoption is crucial for service providers,
policymakers, and researchers to foster sustainable growth in the digital finance ecosystem.
This study investigates the key factors influencing consumer behaviour in Fintech adoption,
drawing on technology acceptance and innovation diffusion theories. Major determinants
include perceived ease of use, perceived usefulness, trust, security, cost-effectiveness, and
social influence, as well as demographic variables such as age, education, and income. The
findings suggest that trust and security play the most significant role in shaping consumer
preferences, followed by convenience and cost advantages. Furthermore, digital literacy and
prior technology experience enhance consumers’ willingness to engage with Fintech
platforms. The study provides practical implications for Fintech providers to design
consumer-centric services, enhance security features, and improve financial inclusion,
especially among underserved populations.
Keywords: Fintech, consumer behaviour, adoption factors, trust, security, digital literacy,
financial inclusion and technology acceptance.

Paper Title DIVERSITY, EQUITY, INCLUSION, AND BELONGING (DEIB): IMPACT ON ORGANIZATIONAL PERFORMANCE
Paper Type
Author Name Anuradha Averineni, Girijala SDSVL Divya Teja, Nanda Govardhan Reddy, Vedulla Bharath & Karaparthi Venkanna Babu
Country India
DOI https://doi.org/10.5281/zenodo.17214302
Page No. 91-94

Abstract View PDF Download Certificate
DIVERSITY, EQUITY, INCLUSION, AND BELONGING (DEIB): IMPACT ON ORGANIZATIONAL PERFORMANCE
Author: Anuradha Averineni, Girijala SDSVL Divya Teja, Nanda Govardhan Reddy, Vedulla Bharath & Karaparthi Venkanna Babu

ABSTRACT
Diversity, Equity, Inclusion, and Belonging (DEIB) have moved from being compliancedriven initiatives to becoming strategic drivers of organizational success. This study
investigates the relationship between DEIB practices and organizational performance across
sectors in India. A quantitative survey of 350 employees from IT, banking, and
manufacturing sectors examines how workforce diversity, equitable policies, inclusion
practices, and employees’ sense of belonging affect innovation, employee engagement, and
financial outcomes. Using regression and mediation analyses, results reveal that inclusion and
belonging strongly predict engagement and innovation, which in turn enhance overall
performance. Findings highlight that DEIB must be integrated into leadership strategy, HR
processes, and organizational culture for sustainable growth.
Keywords:M Diversity, Equity, Inclusion, and Belonging (DEIB), Employee Engagement,
Innovation, Organizational Performance, Inclusive Leadership, Workplace Equity

Paper Title BEHAVIORAL BIASES IN PORTFOLIO MANAGEMENT
Paper Type
Author Name Revathi Chandran Nair & Anushka Abhijit Kasote
Country India
DOI https://doi.org/10.5281/zenodo.17265137
Page No. 95-101

Abstract View PDF Download Certificate
BEHAVIORAL BIASES IN PORTFOLIO MANAGEMENT
Author: Revathi Chandran Nair & Anushka Abhijit Kasote

ABSTRACT
The paper delves deep into discussion regarding the study of behavioral biases and its impact
on portfolio management. Bearing in mind that studying behavioral biases play a crucial
role in building a balanced portfolio , this paper takes on the challenge to depict the impact
of behavioral biases on portfolio management .This paper aims to establish a study that states
the influences of behavioral biases on portfolio management. Data were collected from
students who are studying capital markets , investors , traders , financial analysts. The same
data has helped to prove the research. The same data helped to prove the research. The study
confirmed that behavioral biases do make an impact on portfolio management . The gathered
results suggest that tendencies like overconfidence, loss aversion, anchoring, and herd
behavior shape investment decisions. The paper also studies the behavior of investors and
their psychology while investing. Additionally , the paper emphasizes on identifying and
examining how these biases interfere with rational portfolio construction.
Keywords : portfolio management , behavioral biases , overconfidence bias , loss aversion
bias.

Paper Title SEM ANALYSIS OF IMPACT OF COST AND RETURN ON INVESTMENT ON CHOICE OF INVESTMENT IN RENEWABLE ENERGY SECTOR
Paper Type
Author Name Meenakshi Swami & Sarabjeet Kaur
Country India
DOI https://doi.org/10.5281/zenodo.17310168
Page No. 102-119

Abstract View PDF Download Certificate
SEM ANALYSIS OF IMPACT OF COST AND RETURN ON INVESTMENT ON CHOICE OF INVESTMENT IN RENEWABLE ENERGY SECTOR
Author: Meenakshi Swami & Sarabjeet Kaur

ABSTRACT:
This study investigates the impact of cost and return on investment in renewable energy
sources on investor preferences and decision-making. Using Structural Equation Modeling
(SEM), a structural model was developed to examine these relationships based on various
indicators. Primary data from investors and prospective investors in renewable energy sector
were collected for items representing latent variables, and the analysis confirmed the
robustness of the findings. The results revealed that both cost and return on investment
significantly influence investment evaluation metrics, highlighting the critical role of
financial factors in renewable energy investment decisions. The findings suggest that cost
and return are major drivers in investment decisions, with small investors particularly
influenced by financial risks and opportunities. To stimulate investment, it is recommended
that attractive financial packages, government support, and incentives be provided to enhance
investor confidence and promote greater participation in renewable energy investments.
Keywords: SEM Analysis, initial cost, Cost and return on investment, choice of investment,
renewable energy sector, renewable energy, RE investments, investors preference, zero
emissions, public opinion, policy, public and private sectors, investors and prospective
investors, investment evaluation metrics, financial factors, investment decisions, drivers in
investment decisions, financial risks and opportunities, financial packages, government
support, and incentives, participation, growth potential of renewable energy, long-term
financial returns, opportunities, social and environmental, funds, SDG

Paper Title THE INFLUENCE OF DIGITAL BANKING SERVICES ON CUSTOMER SATISFACTION: AN EMPIRICAL STUDY
Paper Type
Author Name Shivani
Country India
DOI https://doi.org/10.5281/zenodo.17325582
Page No. 120-126

Abstract View PDF Download Certificate
THE INFLUENCE OF DIGITAL BANKING SERVICES ON CUSTOMER SATISFACTION: AN EMPIRICAL STUDY
Author: Shivani

 ABSTRACT
This study examines the impact of digital banking on customer satisfaction, highlighting its
growing importance within the financial sector. As digital banking becomes a central
component of modern financial services, it is essential to understand how it shapes customer
experiences and preferences. The research focuses on key factors such as convenience,
accessibility, security, and service responsiveness, which collectively influence customer
perceptions. Data was gathered using a structured methodology, with participants selected
through snowball sampling. The findings reveal that customers greatly value the efficiency
and time-saving benefits of digital banking platforms. Nonetheless, concerns regarding data
security and the limited scope of personalized services indicate areas for improvement. These
insights emphasize the need for financial institutions to address such challenges in order to
strengthen customer satisfaction and trust. The study contributes to the literature on digital
banking by offering actionable recommendations for banks to refine their digital strategies.
By closing service delivery gaps, financial institutions can enhance customer experiences,
build stronger relationships, and promote long-term loyalty in the digital age.
 KEYWORDS: Digital Banking, Customer Satisfaction, Financial Sector (Banking
Industry), Customer Retention, Long-Term Loyalty

Paper Title A STUDY ON MENTAL HEALTH CHALLENGES IN HIGH-STAKE ENTERPRENURSHIP
Paper Type
Author Name Madhu Latha Veerapaneni, Potluri Pravishta Sri Ratna, Garikapati Abhiramu, Payala Dhanush & Chatla Suhan Raj
Country India
DOI https://doi.org/10.5281/zenodo.17366735
Page No. 127-132

Abstract View PDF Download Certificate
A STUDY ON MENTAL HEALTH CHALLENGES IN HIGH-STAKE ENTERPRENURSHIP
Author: Madhu Latha Veerapaneni, Potluri Pravishta Sri Ratna, Garikapati Abhiramu, Payala Dhanush & Chatla Suhan Raj

ABSTRACT
While high-stake entrepreneurship is widely praised for innovatively generating growth and
economic growth, it can also lead to many mental health problems for entrepreneurs. This
study documents the prevalence, causes, consequences, and effects of mental health issues
such as anxiety, depression, and burnout among high-stake entrepreneurs. Experiences arising
from high strain environments where entrepreneurs are active are connected to significantly
greater levels of mental health morbidity among entrepreneurs than the general population,
based on prolonged stress, financial insecurity, social isolation, fear of failure, and an unclear
work-life ratio. This is a perverse and paradoxical trend: that even the defining characteristics
that give a person an opportunity to have an entrepreneurial journey can also carry a price in
health which in many ways cost you a long-term mental drag down by long lasting mental
health impacts and long-term mental wear and tear that will require decisions; bad luck, bad
relationships, bad business relationships and bad results. This study emphasizes systemic
interventions, the presence of support structures, and a fundamental transformation in the
entrepreneurial culture that can allow for openness in discussing the effects on mental health,
particularly on an individual and on the business level of any entrepreneurial work culture so
as to enable an open discussion on mental health risk and the ability to eliminate it.
KEY WORDS
High-Stake Entrepreneurship, unduly high rates of entrepreneurship, Bad decisions,
Systematic interventions, Entrepreneurial success.

Paper Title FINANCIAL CHOICES ACROSS URBAN AND RURALAREAS: INSIGHTS FROM SALARIED INDIVIDUALS
Paper Type
Author Name Preeti S Desai, Harshini C & Sai Prasad
Country India
DOI https://doi.org/10.5281/zenodo.17367322
Page No. 133-143

Abstract View PDF Download Certificate
FINANCIAL CHOICES ACROSS URBAN AND RURALAREAS: INSIGHTS FROM SALARIED INDIVIDUALS
Author: Preeti S Desai, Harshini C & Sai Prasad

ABSTRACT
Financial choices may not be the same across urban and rural areas. This study explores how
salaried individuals make their investment decisions and manage their financial choices in
urban and rural areas within Tumakuru District, Karnataka, India. The primary purpose of
this research is to understand the different ways individuals adopt and the key social and
economic influences behind their decisions. To achieve the objectives data was collected
using structured questionnaire from the participants. 166 responses were collected as part of
this study and a quantitative research design was adopted. Descriptive statistics, T-tests, and
Chi-square tests were conducted to explore the relations between demographic factors,
financial knowledge, risk preferences, and investment behaviour of the respondents.
The findings indicate a substantial difference between urban and rural respondents regarding
their financial choices. These differences present as Urban participants usually have higher
and more or less regular income flows, better educational backgrounds, and improved access
to financial services. Hence they are more likely to diversify their portfolios and exhibit a
greater willingness to take financial risks. These features make them to prefer modern
financial instruments such as mutual funds and equities. On the other hand, rural individuals
are more likely to invest in familiar, low-risk options like gold, fixed deposits, and chit funds,
driven by limited financial awareness and a strong desire for security. Those who have taken
part in financial literacy programs are more likely to explore a wider range of investment
options, highlighting the important role of financial education. The study reinforces the value
of implementing region-specific financial literacy programs to enhance informed financial
decision-making, particularly in underserved rural areas.
This study adds value to the existing literature by offering localized insights into the urban–
rural divide in investment behavior. It highlights the need for targeted policy measures to
strengthen financial inclusion, improve access to financial services, and implement
customized financial literacy programs. Future research may broaden the scope by including
more diverse populations and additional socio-demographic variables.
Keywords: Financial choices, Salaried employees, Rural and urban, financial literacy,
Investment behaviour.

Paper Title EXAMINING THE ROLE OF DATA SHARING TRANSPARENCY IN SHAPING ETHICAL PURCHASE INTENTIONS FOR INTERNET BANKING ADD-ON SERVICES
Paper Type
Author Name Sondeep Kaur & Jashan Jot
Country India
DOI https://doi.org/10.5281/zenodo.17367542
Page No. 144-159

Abstract View PDF Download Certificate
EXAMINING THE ROLE OF DATA SHARING TRANSPARENCY IN SHAPING ETHICAL PURCHASE INTENTIONS FOR INTERNET BANKING ADD-ON SERVICES
Author: Sondeep Kaur & Jashan Jot

ABSTRACT
Consumer adoption may be stymied either by concerns over privacy of information, or, it will
be supported by access to new services (e.g., personalized loans, robot-advisory) offered or
expanded by banking platforms on the Internet. Based on the theory of privacy calculus, this
research explores the extent to which different levels of transparency in data sharing affect
consumers’ ethical purchase intentions in add-on services. We vary transparency in consent
flows and real-time data-use dashboards in between-subjects, high vs low transparency
vignette experiment and survey 320 Internet banking users. Results from structural equation
modelling show that higher transparency significantly lowers perceived privacy risk and
raises trust, which in turn mediate its positive influence on ethical purchase intention. In
addition, for high privacy-focused individuals, the effect of increased transparency on trust
and purchase intention is greater than for low privacy-focused consumers. The results
contribute to privacy-calculus studies by separating the impact of transparency as a strategic
tool, and by incorporating ethical intentions as an outcome. Practically, the findings provide a
roadmap for implementing consent processes that meet the needs of regulation as well as
consumers, promoting ethical interaction with digital banking innovations.
Keywords: Online banking; Data sharing transparency; Perceived privacy risk; Trust; Ethical
intention to purchase; Privacy concern orientation

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