International Journal on Science and Technology

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Mobile Banking Adoption and Its Impact on Rural Marketing Dynamics in Guntur District

Author(s) Dr. Bandi Sudhakar Reddy
Country India
Abstract Mobile banking adoption has emerged as a transformative force in rural India, fundamentally reshaping traditional marketing dynamics and economic structures. This study examines the impact of mobile banking services on rural marketing ecosystems in Guntur District, Andhra Pradesh, through a comprehensive analysis of adoption patterns, usage behaviors, and consequent changes in agricultural and rural commerce activities. Using primary data from 480 rural households across 24 villages in 8 mandals and secondary data from banking institutions, the research reveals that mobile banking penetration in Guntur District reached 67.3% by 2024, significantly higher than the national rural average of 52.1%. The study employs a mixed-methods approach, combining quantitative analysis through structured surveys and qualitative insights from focus group discussions. Key findings indicate that mobile banking has reduced transaction costs by 43%, improved access to credit for 58% of rural entrepreneurs, and enhanced market linkages for agricultural producers. The research identifies significant improvements in supply chain efficiency, price discovery mechanisms, and financial inclusion outcomes. However, challenges, including digital literacy gaps, network connectivity issues, and security concerns, continue to influence adoption rates. The study contributes to understanding how digital financial services catalyze rural economic transformation and provides policy recommendations for accelerating inclusive growth through technology-enabled financial services in developing economies.
Keywords Mobile banking, Rural marketing, Financial inclusion, Digital payments, Agricultural marketing, Guntur District, UPI adoption, Rural economy, FinTech, Rural development.
Published In Volume 15, Issue 3, July-September 2024
Published On 2024-08-08
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