Impact of demographic variables on consumers’ adoption of banking channel in public and private sector bank: A contrast between urban and rural region

The present study throws a comparison between rural and urban consumer with respect to demographic variables influencing the adoption of banking channel in private and public sector banks. The study is conducted keeping in mind that the historic researches and observation though details about service quality aspects but lesser is found about the consumer behavioural aspect in the concerned matter. Following from these observations, the researchers used a sample of 500 respondents conveniently drawn from the private and public commercial banks operating in the study area to examine the impact of demographic variables, namely gender, income, age, occupation, education level, and income level on the adoption of banking channel. Results show that while the influence of age, education level, occupation and income level has significant impact, and demographic variable gender, did not have a significant impact.