Awareness, Perception and Adoption of E-payment System among Rural Consumers’ of Gujarat State

The rural sector is one of the key driving forces behind India’s economy, giving employment and income to millions. Furthermore, the core of rural society is agriculture. Agriculture provides a living for around 55% of the population and generates 17% of the GDP of the country.It is very important to aware the rural people regarding e-payment system. The Digital India initiative reinforced this shift by emphasizing digital infrastructure, citizen empowerment, and governance. The financial and digital payment literacy was very low in rural area and still this problems face by many remote areas. The payment by UPI and other application for e-payment are still in infancy level. So the question is how can make them aware for e-payment? And what is the adoption level of epayment by rural people? To answer these questions, the current study is focused on awareness, perception and adoption of epayment system among rural consumers of Gujarat state. A structured questionnaire was developed and research model was designed. A research hypothesis was tested by appropriate statistical technique like ANOVA, Path Coefficient, T-test independent and Reliability test