INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,  
MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)  
ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XII, December 2025  
The Pulse of Digital Payments: Understanding UPI App Preferences  
Dr. Harshita Vijaywargi, Dr. Mallika Babu, Dr. Sejal Acharya, Dr. Hemali Broker, Mr. Parmar  
AmitKumar Narottambhai  
LDRP Institute of Technology and Research, KSV, Gandhinagar  
DOI : https://doi.org/10.51583/IJLTEMAS.2025.1412000049  
Received: 14 December 2025; Accepted: 21 December 2025; Published: 02 January 2026  
ABSTRACT  
UPI has become a widely accepted and preferred payment mode since its inception in 2016 in India. UPI is an  
advanced payment system which offers greater ease of use for consumers along with high security and it has  
shown greater adoption by the people. In 2008 demonetization and then covid-19 led to the growth in online and  
digital mode of payment. Availability of highspeed uninterrupted internet further facilitates the acceptance of  
UPI mode in urban as well as rural area. According to the studies India's digital payments volume has increased  
at an average annual rate of about 50 percent over the last five years. This study intends to understand the factors  
influencing customer preferences towards UPI apps. This study was conducted in Kalol and Gandhinagar  
districts of Gujarat. Simple Random sampling method was used to select 203 respondents for the study. The  
influence of various factors like convenience, popularity, safety, ease of access was analysed to know customer  
preferences for UPIs. Test like ANOVA and t-Test were used for analysis. The results indicate that customers  
have a favourable opinion for unified payment interface method. The usage of UPI services is positively  
correlated with the respondents' level of education. Customers prefer UPI app that offer more safety and  
trustworthiness over convenience, popularity and other services like cash back and rewards.  
Keywords: UPI, Customer Preferences, Digital Payments.  
INTRODUCTION  
UPI run by NPCI (National Payment Corporation of India) recently set a new milestone by recording 10.5 billion  
transactions on the platform in August 2023, which is just twice of august 2021 figures that stood around 3.5  
billion. This payment method has almost grown three times within 2 years with major players in the segment-  
Phone Pe, Google Pay and Paytm, as per the times of India article dated Sep1, 2023i. This data reflects that India  
is moving towards becoming a cashless economy by reducing the use of cash. A countries payment system is  
what makes it real and financial markets work. Payment system expenses estimated to be between 2% to 3% of  
GDP. This cost markedly be reduced when paper-based payment system is replaced by electronic payment  
systemii. This cost further reduce by using digital payment system, also it promotes transparency in the system.  
India's expedition towards a cashless economy was significantly influenced by demonetisation and COVID-19.  
The former laid the groundwork for digital payments, while the latter became the primary source for building  
the digital payment ecosystem. The introduction of the Unified Payment Interface (UPI) led to a shift from  
traditional payment methods to electronic options, including debit and credit cards, internet banking, and mobile  
payment technologies.  
To take the advantage of this growing segment companies are adding more features to grab the market. According  
to a business line article dated September 12, 2023 Hitachi Payment Services launched the countries first UPI-  
based ATM, in partnership with NPCI. This allows customers to withdraw cash without a debit or credit cardiii.  
The RBI envisions a simple, secure, and efficient platform for transactions, aspiring for a digital transaction  
economy. UPI with its safe and secure features like multiple banking features under one roof, seamless merchant  
payments and fund routing and add on features like in-app payments, cross-screen QR codes, web-based  
payments, and online payments using Union pay-powered e-wallets satisfies the criteria outlined in the RBI's  
vision, making it a promising future for the Indian payments industry. To promote the use of UPI, RBI has now  
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allowed banks to offer a credit line facility to UPI users. Now it would be possible for the customers to spend  
from a pre sanctioned credit line and repay the bank later.  
LITERATURE REVIEW  
Customer preferences refers to the tendency of customers to choose (Howard & Sheth 1969)iv. Customers make  
a preference on the basis of certain factors and choose products that possess those factors. In a study in 2009  
Franke and his co-workers stated that customized products designed according to the customer preferences are  
more likely to receive acceptance in the marketv. So, it can be interpreted that its always beneficial and profitable  
to identify preferences of customers in a particular area or region. That can be done by market research by  
surveying the market. Customer’s preference depends on various factors. Customers prefer card less cash  
because of its usefulness over the card rather than perceived ease of use, customer trust or perceived security  
(Bindu K. Nambiyar & Kartikeya Bolar, 2023)vi. Hence it can be interpreted from the paper that UPI apps are  
more useful than cards. Many studies have been done to identify major factors responsible for setting customer  
preferences for UPI.  
Digital payment is more convenient and time saving as compare to the traditional cash currency method. It is  
faster mode of payment, accessible round the clock and offer discounts and cash backvii. Convenience is one  
important factor while making a particular choice. Choice is also determined by availability and perceived  
benefits. In a study in 2020 factors like safety & privacy, peer influence, offer and benefits, convenience and  
availability were investigated by the author. Safety and security can be defined as safety of sensitive data with  
the company with no misuse of data and safe transactions. They defined Peer influence as influence of family  
and friends to use an app, or insisting to do so while convenience is ease of completing a transaction and installing  
the app. According to the study 52% of non-users reported safety and security as major reasons for not using  
UPI payment method (Garima Agarwal & Ari Vaish, 2020)viii. A study in 2012 concluded that customer  
preferences are influenced by gender, age, income, family size, marital status, and income ix. In 2023 N. Bharath  
considered variables like cost, security, speed, convenience, discounts and offers to find out customers preference  
for UPI in Chennai city. The study concluded that most of the respondents are using UPI for making payments  
but not fully aware of it. No significant difference was found in any dependent variable in relation to the  
independent variables like age, gender, education, income, occupation and no. of accountsx. Ease of using,  
service fee, loyalty, convenience are major factors responsible for customer choices as more than 50%  
respondents believed them as a crucial determining factor to frame their choice for UPI apps. 49% of respondents  
are sceptical about privacy issues in such digital payment methodxi. A study by Chian-Son Yu in 2017 through  
sampling 441 respondents concluded that people’s intentions to adopt mobile banking was significantly  
influenced by perceived financial cost, perceived credibility, social influence, and performance expectancy. The  
study demonstrated that effect of performance expectancy and perceived financial cost is moderated by gender  
and the effects of perceived self-efficacy and facilitating conditions are moderated by agexii. In a study of  
customer perception towards digital payment methods in 2017 it was found that demographic factor except  
education do not have much impact on adoption of digital paymentsxiii. According to a study in 2018 about E  
wallet and youth of India it was found that young people use E wallets more for mobile recharge and ticket  
booking as its less time consuming. They further added that Freebies, cash back, discounts, and loyalty points  
are major attraction for the youth to adopt digital payment methodsxiv.  
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ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XII, December 2025  
EASE OF USE  
CONVENIENCE  
SAFETY  
CUSTOMER  
CUSTOMER  
SATISFACTION  
PREFERENCE  
PERCEIVED  
BENEFITS  
PEER REVIEW  
TRUST  
Figure1: Conceptual Framework  
Based on the above literature review above conceptual framework is designed showing relationship among the  
variables. Which reflects that these factors responsible for customer satisfaction, which has direct relationship  
with customer preference.  
RESEARCH METHODOLOGY  
This study is aim to identify the factors majorly responsible for determining customers preferences for UPI  
payment methods. For the study variables like safety and security, convenience and ease of use, peer review,  
brand image and popularity of app, offers and discounts, loyalty programs, familiarity and trust in the banking  
ecosystem were taken into account to find out customer preference for UPI apps. A questionnaire containing  
structured questions was distributed to 225 respondents of Kalol and Gandhinagar, out of which only 203 were  
usable as rest were incomplete and not reliable. Demographic factors like Age, Income, Education, Gender,  
Occupation, Number of bank accounts etc. were taken as independent variables. The dimensions like mode of  
payment, Purposes for UPI usage, Perceived speed, Compatibility of application & OS, External threats,  
Perceived benefits, internet accessibility, competitive advantage over other apps, customer satisfaction, were  
taken as dependent variables. Five-point Likert scale was used to measure the responses. The survey was  
conducted around Gandhinagar and Kalol regions of Gujarat state. The samples were selected using simple  
random sampling method and also used descriptive Research design. The duration of research was 75 days. T  
test, ANOVA and correlation were used in this study to analysis collected data.  
Data Analysis  
Demographic factors play major role in determining preferences of customers in a particular region. This study  
aims to identify customer preferences for UPI using demographic factors like age, gender, types of family,  
education, occupation, income. It’s essential to analyze these demographic variables to have a better  
understanding of customer preferences.  
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Table: 1 Descriptive Statistics of demographic variables.  
Demographic Variables  
Frequency  
112  
91  
Percent  
55.2  
44.8  
38.9  
36.5  
14.3  
10.3  
19.7  
46.3  
34  
Male  
Gender  
Age  
Female  
18-25  
79  
26-35  
74  
36-45  
29  
46 and above  
10th/12th  
21  
40  
Graduate  
94  
Education  
Post Graduate  
Private employee  
Govt. Employee  
Self employed  
Student  
69  
87  
42.9  
20.7  
24.6  
11.8  
14.1  
22.2  
16.15  
16.15  
31.4  
46.8  
53.2  
30.7  
42  
42  
Occupation  
50  
24  
IT/technology  
Finance/banking  
Healthcare  
Education  
Retail  
26  
41  
39  
Employment Sector  
39  
58  
Joint Family  
Nuclear Family  
under 20000  
20000-40000  
40000 and above  
1
95  
Type of family  
108  
54  
74  
Income level (monthly)  
No. of bank Account  
48  
27.3  
33.5  
48.8  
68  
3-Feb  
99  
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4 and above  
36  
17.7  
Compat  
ibility  
of  
applicat  
ion &  
OS  
Competi  
tive  
advantag  
e over  
other  
Dimensio  
ns/  
Demogra  
phic  
Mode  
of  
Payme  
nt  
Purpos  
es for  
UPI  
Perceiv  
Custom  
Perceiv  
ed  
speed  
Extern  
al  
threats  
Internet  
accessibi  
lity  
ed  
benefit  
s
er  
satisfact  
ion  
usage  
factors  
apps  
Gender  
Age  
<.001  
<.001  
<.001  
<.001  
<.001  
.001  
<.001  
.005  
<.001  
<.001  
.496  
.268  
.126  
.561  
.580  
.179  
.393  
.108  
Educatio  
n
.051  
<.001  
.589  
.817  
.032  
.230  
.048  
.986  
.010  
.007  
.620  
.860  
.008  
.257  
.319  
.808  
.007  
.014  
.497  
.966  
<.001  
.077  
.476  
.011  
.425  
.851  
.542  
<.001  
.123  
.818  
<.001  
.201  
Occupati  
on  
Employm  
ent sector  
Monthly  
Income  
.888  
.893  
.590  
<.001  
No. of  
bank  
<.001  
<.001  
<.001  
<.001  
<.001  
<.001  
.002  
<.001  
<.001  
account  
Family  
type  
.148  
.677  
.684  
.285  
.257  
.534  
.659  
.207  
.140  
Table: 2 P- values for comparison of means.  
Analysis reflects significant difference between males and females for all dependent variables. In T-test, it’s  
found that P value of all variables for gender is below 0.05, It means there is a significant difference in the mean  
value between gender. Hence null hypothesis is rejected in all these cases. It indicates that gender is highly  
associated with all studied aspects of UPI. It was found in the study that males use UPI apps more for fund  
transfer, they prefer a UPI which is more suitable for bill payment and where purchase transactions can be done  
easily. Vast difference is observed between males and females for transaction speed. Male respondents strongly  
prefer a UPI app with high transaction speed and which is available in multiple languages. Also, they showed a  
preference towards app which is compatible with multiple bank accounts, it must be able to meet the respondents  
need.  
Age has p-value of less than 0.05 for mode of payment suggesting significant difference in mean values of  
different age groups. There is no significant difference observed among different level of Education as p value  
is above 0.05, hence null hypothesis is accepted. Study demonstrated that respondents in the age of 18-25 prefer  
Net Banking and E- wallets over credit or debit cards, while respondents of age range 36-45 prefer credit cards  
as mode of payment. Respondents of age more than 46 showed same preference level for net banking and E-  
wallets. 26-35 age groups are keener towards technical error than internet accessibility.  
For Occupation, significant difference in the mean value is observed among various occupations as p- value is  
lesser than 0.05 in all aspects, hence null hypothesis is rejected. According to the study private employees are  
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more concern about leaking or sharing of data and money theft or loss. Private employees prefer a UPI app  
where money gets refunded earlier than other apps in case of wrong transaction. Private employees prefer an  
app with good internet accessibility, good internet review and brand popularity while students have more concern  
for technical error. They prefer an app which has lesser technical error.  
Again, significant difference was observed for different employment sector for perceived speed, external threats  
as P value is below 0.05, hence null hypothesis is rejected. P value for mode of payment and purposes for UPI  
usage for monthly income level is below 0.05 hence there is a significant difference in mean values of different  
monthly income level.  
As like other variables for no. of bank accounts also P value is below 0.05 reflects significant difference in mean  
values of no. of bank accounts. It means null hypothesis is rejected in all these cases. It can be observed that  
people with more no. of bank accounts prefer UPI for payments like Bill payment, shopping, movie ticket  
booking and other purposes, while respondents with 1 account and more than 4 accounts use UPI equally for  
mobile recharge purpose. For types of family p value is more than .05, reflects no significance difference, hence  
null hypothesis accepted.  
Respondents with income level 20,000 – 40,000 prefer a UPI App that provide offers like cashback, vouchers  
etc. than other income groups. Respondents with below 20,000 income level prefer an UPI app with good internet  
accessibility and with good internet review and brand popularity than other income level. Respondents with  
income level more than 40,000 prefer UPI more for fund transfer and they want an app where purchase  
transactions can be done easily.  
Percei  
ved  
Benef  
its  
Custo  
mer  
Satisf  
action  
Freque  
ncy of  
use  
Conv  
enien  
ce  
Peer  
Revie  
ws  
Ease  
of Use  
Safet  
y
Trust  
Spea  
rman y of Use  
's rho  
Frequenc  
Correlation  
Coefficient  
1.000  
.404**  
.357**  
.328**  
.279**  
.296**  
.220**  
.360**  
Sig. (2-tailed)  
N
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
0.002  
203  
0.000  
203  
203  
Ease of  
use  
Correlation  
Coefficient  
.404**  
1.000  
.816**  
.712**  
.631**  
.690**  
.659**  
.788**  
Sig. (2-tailed)  
N
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
203  
Convenie Correlation  
.357**  
.816**  
1.000  
.790**  
.717**  
.741**  
.680**  
.797**  
nce  
Coefficient  
Sig. (2-tailed)  
N
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
203  
Safety  
Correlation  
Coefficient  
.328**  
.712**  
.790**  
1.000  
.758**  
.782**  
.678**  
.715**  
Sig. (2-tailed)  
0.000  
0.000  
0.000  
0.000  
0.000  
0.000  
0.000  
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N
203  
203  
203  
203  
203  
203  
203  
203  
Perceived Correlation  
.279**  
.631**  
.717**  
.758**  
1.000  
.801**  
.654**  
.816**  
Benefits  
Coefficient  
Sig. (2-tailed)  
N
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
203  
Peer  
Reviews  
Correlation  
Coefficient  
.296**  
.690**  
.741**  
.782**  
.801**  
1.000  
.787**  
.791**  
Sig. (2-tailed)  
N
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
203  
Trust  
Correlation  
Coefficient  
.220**  
.659**  
.680**  
.678**  
.654**  
.787**  
1.000  
.768**  
Sig. (2-tailed)  
N
0.002  
203  
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
203  
Customer Correlation  
.360**  
.788**  
.797**  
.715**  
.816**  
.791**  
.768**  
1.000  
Satisfacti  
on  
Coefficient  
Sig. (2-tailed)  
N
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
0.000  
203  
203  
Table 3: Correlation Coefficient.  
Frequency of use seems to have positive correlation with all the factors and all the correlations are statistically  
significant as p value <0.05. It has moderate relationship with ease of use (rho value =0.404), Convenience (rho  
value = 0.357), Safety (rho value = 0.328) and Customer Satisfaction (rho value = 0.360), moderate to weak  
relationship with perceived benefits (rho value = 0.279), peer reviews (rho value = 0.296), trust (rho value =  
0.220).  
Ease of use also have positive correlation with all the factors and all the correlations are statistically significant  
as p value is < 0.05. The factor has strong relation with convenience (rho value = 0.816), safety (rho value =  
0.712) and customer satisfaction (rho value = 0.788) and moderate to strong correlation with perceived benefits  
(rho value = 0.631), peer reviews (rho value = 0.690) and trust (rho value = 0.659).  
Convenience also have positive correlation with all the factors with all statistically significant correlation as p  
value < 0.05. The factor reflects strong correlation with safety with (rho value = 0.790), perceived benefits (rho  
value = 0.717) and customer satisfaction peer reviews (rho value = 0.741) and moderate to strong relationship  
with trust (rho value = 0.680).  
Safety also seems to have positive correlation with all the factors with all statistically significant correlation as  
p value <0.05. It demonstrates strong relationship with perceived benefits (rho value = 0.758), peer reviews (rho  
value = 0.782) and customer satisfaction (rho value = 0.715) and moderate to strong correlation with trust (rho  
value = 0.678).  
Perceived Benefits shows positive correlation with all the factors and all the correlations are statistically  
significant as p value < 0.05. The factor demonstrates strong correlation (rho value = 0.801) with peer reviews  
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(rho value = 0.801) and customer satisfaction (rho value = 0.816) and moderate to strong correlation with trust  
(rho value = 0.654).  
Peer Reviews demonstrates positive correlation with all the factors and all the correlations are statistically  
significant as p value < 0.05. It reflects strong correlation with trust (rho value = 0.787) and customer satisfaction  
(rho value = 0.791).Trust have positive and statistically significant correlation with all the factors as p value  
<0.05. It reflects strong correlation with Customer Satisfaction (rho value = 0.768). Customer satisfaction have  
positive, strong and statistically significant correlation with all the factors taken for the study except frequency  
of use having moderate to weak relationship.  
RESULTS AND DISCUSSION  
The study demonstrates that customers prefer a UPI app which is easy to install and convenient to use, it must  
be safe and secure in terms of data sharing and loss of money and which has a good transaction speed. It also  
demonstrated that different gender and different occupation has different preference for aspects studied like  
mode of payments, purpose, speed, compatibility, threat, and trust. Study also reflects strong positive correlation  
between all the factors taken for study but weak correlation with frequency of use. This gives a scope for further  
study as both the variables must have a strong correlation. The payment system in India has evolved from  
bartering to utilizing currency, cards, and digital payment methods. Security is a crucial element for the  
implementation of UPI payments, as it is the top concern for consumers. India is a country where cash still holds  
significant importance. Despite the rapid growth of digital payment methods, there is a lack of awareness among  
people regarding security, data privacy, and other related concerns. This leads them to prefer using cash or cards  
over UPI. The results indicate that customers have a favourable opinion of unified payment interface services,  
and the usage of UPI services is positively correlated with the respondent’s level of education. Individuals with  
higher education are more likely to use UPI systems. The expansion of smartphone users and easy internet  
accessibility in the region has also made UPI Services more widely available. However, users face difficulties  
in installing, especially old aged people, sometimes due to technical issues. Government should conduct  
campaigns to educate internet and banking users about UPI services especially in rural region to add rural people  
in financial main stream. According to the study most of the respondents are using phone pay as compare to g-  
pay and Paytm. Literature review also support the outcome. By addressing the factors taken in the study, UPI  
app providers can position themselves for sustained growth in the dynamic digital payment landscape.  
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