Informatics Publishing Limited

Vivek Kumar Tripathi ¹, Tanu Marwah ¹

Affiliations
1 Department of Business Studies Hindustan College of Science & Technology, Mathura (U.P.), IN

Abstract

With the advancement of technology and need towards better service provision, plastic money in form of debit or credit cards is becoming common now-a-days. These tools of purchase management are reaching into wallet of nearly all. As a result, companies are also eying to leverage card benefits as the shopping/purchase facilitator. As with the emerging equality of men and women and their role in shaping the society, both genders establish quite active response patterns with respect to debit/credit card spending and use. According to the survey of Reserve Bank of India (RBI) in 2011, card holders have consolidated spending with a single and have reduced the use of multiple cards. In India, the proportion of single card holders had grown the most in 2011 at the 90 per cent while the card use grew at the 84 per cent, followed by Malaysia (80 per cent). The use of cards is perceived differently by various consumer classes. Women might be bigger spenders than men, but according to the survey by RBI (2011), they use their debit cards less frequently. The present study explores various behavioural aspects of use of debit cards among broad consumer classes such as Men and Women belonging to middle income group of tier II cities.

Keywords

Service Provision, Purchase Facilitator, Middle Income Group, Tier II Cities.

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Vivek K. Tripathi ¹, Tanu Marwah ¹

Affiliations
1 Hindustan College of Science and Technology (SGI Group), Mathura, U.P., IN

Abstract

Retail is regarded as one of the most promising industry towards economic development because of its huge opportunity to provide employment to diverse workforce (unskilled, semi-skilled and skilled) and infrastructure upliftment. Although in India development of retail is variably unstructured according to geographies. Metropolitan cities are the first choice of any brand, tier II or so called B-cities are having access to some players while rural areas are yet to witness actual retail development. There are various reasons contributing towards this situation varying from Market structure to customer attributes to brand intentions. The present study tries to focus on collective retail as an option to target "yet-to-be" market areas for retail brands using Social franchising as a tool for same and to provide a conceptual framework towards social development and empowerment in those areas.

Keywords

Brand Intention, Social Franchising, Collective Retail, Yet-to-Be* Market.

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