Paper Title
IMPACT OF CONSUMER AWARENESS ON UPI & DIGITAL TRANSACTIONS IN RURAL AND URBAN INDIA AND THE INFLUENCING FACTORS

Abstract
Abstract - The adoption and use of digital transactions, particularly the Unified Payment Interface (UPI), have been increasing rapidly in India in recent years. This has led to a growing body of academic research on various aspects of UPI and digital payments in India. This abstract synthesizes the insights gained from both the survey questions and academic review of the earlier studies. The survey results indicate that most respondents use digital transactions frequently and consider it an important service to have access to. Factors such as ease of use, scope for UPI usage at stores, and cashless shopping were identified as the main influencers in adopting digital transactions. On the other hand, the academic journal citations suggest that awareness and trust are critical factors that impact the adoption of UPI and digital transactions in both urban and rural areas. Consumers who are more aware of the UPI system and have greater trust in it are more likely to adopt digital transactions. The studies also reveal that perceived risk, such as the fear of fraud or data theft, can hinder the adoption of UPI and digital transactions. Additionally, the studies indicate that during the recent pandemic, the adoption of digital payments increased due to the need for contactless transactions. Overall, the survey responses, qualitative and quantitative studies of this report underscore the importance of consumer awareness and trust in promoting the adoption of UPI and digital transactions in India. Policymakers and practitioners can leverage these insights to develop targeted interventions aimed at increasing awareness and trust, reducing perceived risk, and promoting the adoption of UPI and digital payments across urban and rural areas in India. Keywords - UPI Adoption in India, Digital Transactions in Rural And Urban India, Consumer Awareness, Influencing Factors for Digital Payments, Impact of UPI on Cashless Shopping, Pandemic's Effect on Digital Payment Adoption, UPI Usage at Stores