IMPACT OF BNPL SERVICE ON CONSUMERS PURCHASING BEHAVIOUR
Devesh Porwal, Student of MBA-FMS at Parul University,
Deveshporwal11@gmail.com
Nishet Devani, Student of MBA-FMS at Parul University,
Nishetdevani007@gmail.com
Dr. M Sumetha, at Parul University,
sumetha.madhu22816@paruluniversity.ac.in
Abstract
The impact of Buy Now, Pay Later (BNPL) services on consumers' retail purchase behavior is examined in this study. The study uses a mixed-methods approach to investigate the attitudes, behaviors, and motives behind BNPL adoption. Quantitative analysis of survey data from many participants is combined with qualitative insights. This research aims to fill this gap by examining how Flipkart's BNPL service influences consumer behavior, cart abandonment rates, and overall e-commerce sales. Additionally, it seeks to explore the implications for both consumers and businesses and assess the role of regulatory factors in this context. The objective of the study is to examine the influence of BNPL services on consumer decision-making processes, investigate the effects of BNPL on consumer spending habits and financial behaviors, explore the relationship between BNPL services and consumer loyalty in the e-commerce sector and to assess the impact of BNPL on impulse buying and its implications for consumer financial well-being. And we have gathered primary data through questionnaire, and these questionnaire contain 12 questions which was filled by 225 respondents, we have circulated the questionnaire on social media. Among every 100 active customers 75 are using BNPL. the research underscores the transformative influence of Buy Now, Pay Later (BNPL) services on online consumer transactions. The advent of BNPL has, indeed, raided the online purchase realm, altering the traditional dynamics of how consumers engage with e-commerce. As we witness this paradigm shift, it is imperative for stakeholders to recognize the far-reaching consequences, adapt to the changing landscape, and formulate strategies that balance the allure of BNPL with responsible financial practices for sustained and healthy growth in the digital shopping sphere.
