A Study of Consumer Preferences towards E-Wallets in Guhagar City

The rapid expansion of digital payment systems has brought a significant shift in the financial behaviorof consumers in India. With the Government’s push towards a cashless economy and the increasing penetrationof smartphones and internet services, electronic wallets (e-wallets) have emerged as a popular mode of digitalpayment. E-wallets offer convenience, speed, and ease of transactions, making them widely accepted foreveryday financial activities. This study aims to analyze consumer preferences towards e-wallets in GuhagarCity, a semi-urban region that is gradually adapting to digital financial services.The primary objective of the study is to examine the level of awareness and usage of e-wallets amongconsumers and to identify the factors influencing their preference. The research focuses on aspects such asconvenience, security, transaction speed, cashback offers, ease of access, and reliability of e-wallet services. Inaddition, the study attempts to understand the problems faced by consumers while using e-wallets, includingtechnical issues, fear of fraud, lack of digital literacy, and network connectivity problems. The study alsoexplores the impact of demographic variables such as age, education, and income on the adoption andpreference of e-wallets.The research is based on both primary and secondary data. Primary data is collected through astructured questionnaire administered to consumers in Guhagar City, while secondary data is gathered frombooks, journals, research articles, and online sources related to digital payments. Behavior patterns.The findings of the study are expected to provide useful insights into the changing payment preferencesof consumers in semi-urban areas. The study may help e-wallet service providers, policymakers, and financialinstitutions to design better strategies for promoting digital payments, improving user experience, andstrengthening financial inclusion in semi-urban and rural regions.