Credit Card-Driven Consumerism: An Empirical Study on Retail Purchase Behaviour and Payment Preferences

Credit card usage has reshaped retail consumerism in India, influencing not only purchasing patterns but also spending psychology. This study examines the relationship between credit card usage and consumer purchasing behaviour in the retail sector of Thrissur District, Kerala. Using a descriptive design and a structured questionnaire, data were collected from 100 respondents selected through stratified random sampling. Statistical tools including descriptive analysis, Chi- square tests, correlation, regression, and ANOVA were employed to interpret behavioural trends. The findings reveal that reward programs, EMI options, and perceived convenience significantly influence purchasing frequency and brand loyalty, especially among young and middle-income consumers. The study also identifies differences across demographic segments, highlighting how digital payment confidence affects impulsive and aspirational spending. The results suggest that both banks and retailers can enhance customer engagement through tailored loyalty programs and awareness initiatives. This research contributes to understanding credit card–driven consumerism in semi-urban India and provides practical insights for improving customer relationship management and responsible financial practices.