Determinants of debit card services adoption by banking customers of rural areas in Vellore district

The growth in the banking sector of India can be realized with the high usage of banks and its services by the rural customers. Advent of technology such as ATMs, debit cards and credit cards has contributed to the growth of banks in urban areas unlike rural areas. Many factors attribute to the adoption by the rural customers. This paper aims at understanding the attitude of the rural customer towards the adoption of debit card services and predicts the long term usage of debit cards. A questionnaire has been circulated targeting 170 rural customers of banks in the nearby rural districts of Vellore. Discriminant analysis has been drawn to identify the validation of the research study.