Quantitative analysis identifies banking needs and stakeholder influences in rural consumers, suggesting new strategies for RRB engagement.
This paper presents a study on the ABCD analysis technique as applied to Regional Rural Banks (RRBs). It focuses on assessing the determinants in key areas by analysing major issues and identifying critical elements related to the banking needs and behaviours of rural consumers. The analysis is particularly concerned with understanding how these factors influence consumers’ intentions towards engaging with RRBs for their financial services. This chapter encompasses the ABCD analysis framework about various stakeholders involved, including farmers, local businesses, and community members, to ensure a comprehensive understanding of the unique challenges and opportunities faced by RRBs in serving rural communities effectively.
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Shetty et al. (2025) studied this question.
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