To What Extent Does Consumer Awareness Influence the Preferences of Individuals Towards Neo Banks in The Indian Banking Sector?
Authors:- Ansuman Ray, Ashish Singh, Nishtha Rastogi, Aanchal Agrawal
Abstract- This study investigates the landscape of neo banks in India, focusing on consumer awareness and preferences within the evolving digital banking sector. Acknowledging the global significance of neo banks and the transformative impact they pose to traditional banking, the research addresses a notable gap by examining their adoption in the Indian context. The study explores factors influencing consumer behavior, including convenience, efficiency, trust, and the integration of financial technologies. Employing a comprehensive research methodology, encompassing surveys, interviews, and demographic considerations, the research aims to provide nuanced insights into how neo banks are reshaping the banking experience for Indian consumers. By bridging global insights with specific Indian market nuances, the study contributes to both academic and practical understanding, informing strategies in the banking and fintech industry to better align with the preferences of Indian consumers in the digital era.
