Perception of Customers towards Equated Monthly Instalments (EMI) as a method of payment in Online shopping with special reference to Madurai City

Abstract

The rapid growth of e-commerce has significantly transformed consumer purchasing behaviour and payment practices. Among the various payment alternatives available in online shopping, Equated Monthly Instalments (EMI) have emerged as an attractive financing option, enabling customers to purchase high-value products by spreading the payment over a specified period. The present study, entitled “Perception of Customers towards Equated Monthly Instalments (EMI) as a Method of Payment in Online Shopping with Special Reference to Madurai City,” aims to examine customers’ perceptions, preferences and attitudes towards the use of EMI facilities in online purchases. The study focuses on factors influencing customers’ adoption of EMI, including affordability, convenience, interest rates, repayment flexibility, availability of no-cost EMI, awareness, security and perceived financial burden. The findings of the study are expected to provide insights into the factors that influence customers’ willingness to use EMI facilities for online shopping and the challenges perceived by them. The study contributes to the understanding of changing digital payment behaviour among consumers in the emerging e-commerce environment.