• Dr.P.S.Buvaneswari
• S.Gayathri

Technology has dramatically transformed banking system in India. As banks have been incorporating new technologies to reduce cost, enhance efficiency, productivity and customer convenience. Technology - intensive delivery channels like, net banking, ATMs, mobile banking, etc. have created a continuous winning situation by extending great convenience and multiple options for customers while providing tremendous cost advantages to banks. Banking sectors have initiated new technologies, particularly in rural areas with the focus of Digital Inclusion. A large number of people are now shifting towards electronic payments, prompting others to learn, to transact the cashless way at a faster pace than ever before. The positive impact of technology inclusion is clearly visible now in almost all areas of banking operations, especially in retail and payment systems in the country But there exist a digital divide between rural and urban in adopting banking technology. Despite of the efforts of banks and government, there has not been much response by the people to adopt banking technology in the rural areas. This paper aims to study consumer awareness and adoption of Technology in banking by the rural people, which is expected to serve as a means of inclusive growth and also aims to identify the factors hampering the rural people to adapt the banking technology. The implications for banks will be that, it will help banks to know the awareness and adoption level of their digital channels among their customers.

Banking, Technology, Consumer Perception, Awareness, Adoption

"“CONSUMERS BEHAVIOUR TOWARDS MOBILE BANKING APPLICATIONS”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.467-480, May-2019, Available :http://www.jetir.org/papers/JETIR1905962.pdf

"“CONSUMERS BEHAVIOUR TOWARDS MOBILE BANKING APPLICATIONS”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp467-480, May-2019, Available at : http://www.jetir.org/papers/JETIR1905962.pdf