Volume 7 Issue 2
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Factors Impact on Consumer Credit Card Usage Behaviour: Evidence from Sri Lanka
De Silva L.G.R.V.
Department of Marketing Management, University of Kelaniya, Sri Lanka
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Patabendige S.S.J.
Senior Lecturer, Department of Marketing Management, University of Kelaniya, Sri Lanka
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ABSTRACT
Credit cards are widely popular financial product around the world which is attached to consumer’s daily lifestyle. Credit cards are used for all sorts of payments by consumers based on their requirements. Consumer credit card usage is differing from person to person hence this study examines the factor’s that impact on consumer credit card usage behavior in Sri Lanka. The study was conducted in the western province where the primary data for the survey was collected through a self-completed questionnaire which was distributed among 100 diverse credit card users. The sample of 100 respondents was selected through the convenient sampling technique and collected data were analyzed using a regression model and correlation analysis. This study finds a significant positive relationship between credit card attributes and credit card usage. A similar relationship was evident for social status and lifestyle variable and psychographic variable. Based on the results; credit card attributes emerged as the prominent factor impact on credit card use among Sri Lankan consumers. Further, the factors considered under this study were based on the research model developed under the conceptual framework. Whereas there are many other factors that could have influenced consumer credit card usage behavior. The findings of this study are very much helpful for the credit card issuers to structure their marketing strategies and to enhance the market share of credit card market. Similarly, this research will assist in changing the revenue structure of the credit card business.
Keywords: Consumer, Credit Card, Credit Card Attributes, Credit Card Usage, Sri Lanka
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