International Research Journal of Education and Technology

With the rapid advancement in financial technology, digital payment systems such as UPI, mobile wallets, and net banking have transformed the landscape of consumer transactions in India. This study explores how digital payment systems influence consumer buying behavior in urban Indian markets. Through a structured questionnaire and data collection from a sample of 150 respondents in metropolitan areas, the research evaluates key factors such as ease of use, transaction speed, security perception, and reward incentives. The findings suggest that digital payment systems significantly affect purchase frequency, spending habits, and store preferences, especially among young consumers. The study concludes with implications for businesses, policymakers, and marketers to optimize digital strategies for enhanced customer engagement.

Keywords: Digital Payments, Consumer Behavior, Fintech, Urban India, UPI, Mobile Wallets, E-commerce