IMPACT OF DIGITAL PAYMENT SYSTEMS ON CUSTOMER IMPULSIVE BUYING BEHAVIOR

The Indian economy is growing at an unprecedented pace, and the increasing popularity of digital payments is a testament to this growth, India is coming out as a master in the area of digital payments, almost 42% of Indians use cashless methods for their financial transactions which also affects their buying behavior this research paper plans to investigate the influence of Digital Payment System on impulsive buying behavior of Customers. The companies and government must understand this impact which will help them to make their strategies and plans for the future. The study was conducted via structured survey using a questionnaire consisted three sections Demographics, use of digital payments, and its impact on The study surveyed 350 individuals from Jabalpur city, selected through a simple random sampling method. According to the findings, the ease of cashless payment methods influences the Customer’s impulsive buying behavior.