Authors: Dr. R. Indra, Ms . Akshaya
Abstract: With the rapid advancement of digital technology, mobile banking has become an important tool for financial inclusion, especially in rural areas. This study focuses on analysing the buying behaviour of rural people towards mobile banking services. It examines the level of awareness, usage patterns, factors influencing adoption, and challenges faced by rural consumers. The study highlights that convenience, time-saving, and ease of use are the major factors encouraging adoption, while issues such as poor network connectivity, lack of digital literacy, and security concerns act as barriers. The findings reveal that most rural users have a positive attitude towards mobile banking, but there is still a need for awareness and improvement in infrastructure. The study concludes that mobile banking has strong potential to enhance financial inclusion in rural areas.
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