A study on customer perception towards ATM cards with special reference to Coimbatore city

Consumer perception describes how customers and potential customers view a company and its products and services. Consumer perception is important to businesses since it can influence consumer behaviour, which ultimately affects the profitability of a business. The present study analyses the customer perception towards ATM cards, reasons for holding the cards, usage of the cards and to find the relationship between demographic profile of the respondents and their opinion about the benefits and problems in using the cards. In particular, this research focuses on pre-purchase information such as brand, word-of-mouth, and customized information. An attempt is also made to study the satisfaction of the respondents with regard to ATM centres, The empirical results divulge that preferred majority of the respondents are expressed that debit cards are more beneficial and most of the people hold the card for withdrawal of money.