Sangita

International Journal of Scientific Research in Engineering and Management (IJSREM)
Volume: 06 Issue: 05 | May – 2022 Impact Factor: 7.185 ISSN: 2582-3930
Master’s Thesis On
MARKETING STRATEGIES AND BRANDING OF PAYTM
FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR THE AWARD OF
MASTER OF BUSINESS ADMINISTRATION
UNDER THE GUIDANCE OF

Dr. /Prof. Anam Khan
Submitted By
(Sangita Kumari)
20GSOB2010057
MBA 2020-2022
School of Business
Galgotias University
May, 2022
School of Business
Galgotias University
© 2022, IJSREM | www.ijsrem.com DOI: Page 1

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Certificate
This is to certify that the Master’s Thesis “ Marketing strategies Of Phonepe E-Wallet ” has been
prepared by Mr./Ms. under my supervision and guidance. The project report is submitted towards the
partial fulfillment of 2 year, Full time Master of Business Administration.
Name & Signature of Faculty
Date
Declaration
I, Revati Kumari Roll No.(20GSOB201049) student of School of Business, Galgotias University, Greater
Noida, hereby declare that the Master’s Thesis on “Marketing strategies Of Phonepe E-Wallet is an
original and authenticated work done by me.

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I further declare that it has not been submitted elsewhere by any other person in any of the institutes
for the award of any degree or diploma.
Revati Kumari (20GSOB2010149)
Date 08/05/2022
ACKNOWLEDGEMENT
I would like to give warmest gratefulness to my faculty mentor and supervisor Dr./Prof. Himanshi
Gaur for bringing the weight of his considerable experience and knowledge to this research work
named “Marketing strategies Of Phonepe E-Wallet ”. Her continuous guidance and fetching out the
most relevant and practical topic for the research so that I can grind my own knowledge. I perceive as
this opportunity as a big milestone in my career development. I will strive to use gained skills and
knowledge in the best possible way, and I will continue to work on their improvement, in order to
attain desired career objectives. Hope to continue cooperation with good people in future. As we
have come to our end journey of being a professional course, this project will add on more value to
my professional life coming ahead. This research wok will emphasis towards the current scenario of
the market and polish my understanding of various issues and problems faced by general public. I will
make sure to gain that learning in this project that will enhance my knowledge and area of
specialization.

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Chapte TABLE OF CONTENTS Page N
Abstra
1 Introduction 5-6
2 Research Objective 7
3 Literature Review 12.4

8-10
4 12.1
11-17
Research Methodology
5 Data Analysis 14.

18-21
6 Recommendations/Suggestions 14.
22
7 Discussion and Conclusion 15.

23-28
8 Reference 29
9 Questionnaire 20.
30-33

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Introduction
The rapid rise in the growth of mobile technology throughout the world is a phenomenon that has
been particularly remarkable among poor people, largely because of the prepaid model. As
a result, all classes of society now have access to financial services as people become
increasingly familiar with a mobile-mo ney system.
In fact, mobile techno logy, viewed as a payment or banking channel, has the potential to allow
two important questions to be addressed at the same time: on the demand side, it represents an
opportunity for financial inclusion among a population that is underserved by traditional banking
services. On the supply side, it opens up possibilities for financial institutions to deliver a great
diversity of services at low cost to a large clientele of the poorest sections of society and people
living in remote areas.
Although there are more than 120 mobile money projects being undertaken in about 70 emerging
markets (Beshouri et al. 2010), mobile payment has only become a normal practice in a few
countries, despite its huge potential. The lack of worldwide dissemination of a service with such
a huge potential shows that successful cases are not clearly understood, and as a consequence,
are not being easily replicated. This suggests that lessons are not being learnt from the places
where the system has been successfully adopted. Furthermore, we suspect that the obstacles
to its adoption in most countries are not being investigated deeply enough to allow
implementation strategies to be employed on the basis of reliable business models. If these issues
can be clarified, the potential social and economic impacts of mobile money can be more

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effectively measured and this can persuade policy- makers to create favourable regulatory
environments for fostering the practice of digital payments.
In view of the importance of mobile mone y and payment initiatives, and the gaps in the current
state of knowledge in the field, the objective of this paper is to provide a knowledge base on
mobile money, based on a comprehensive literature review, and can be employed to identify
significant experiences, together with the models being deployed around the world, especially
in developing countries. Although there are literature reviews currently available both in the
general context of mobile payment (Dahlberg et al., 2008) and in the field of mobile
financing in developing countries (Duncombe and Boateng, 2009), the present work focuses
on mobile payment/mobile money (as opposed to mobile financing in general) with a special
stress on local
development (but not limited to works that deal with development or developing countries). This
article also updates and substantially expands the existing literature reviews on the subject. While
Dahlberg et al. analysed 73 peer-reviewed papers, and Duncombe and Boateng reviewed 43
research papers (17 peer-reviewed and 23 non-peer-reviewed), the present review examines
a total of 196 papers (94 peer-reviewed and 92 non-peer-reviewed) published between
2001and 2011.
The remainder of this paper is structured as follows: Section 2 outlines the theoretical
background for this paper; Section 3 describes the methodology emplo yed. Following this, the
results are analysed in Section 4. Lastly, Section 5 discusses the results and makes some
concluding remarks for the paper.
Research Objective

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The focus of this research is to identify the trends in the newly rising Ewallet industry and find reasons
that affect the usage pattern of the consumers.
1) To understand the E-wallet market in India and its growth in India in recent years.
2) To identify and understand factors affecting choice of E-wallet and its consumer preferences.
3) To conduct a comparative study of prominent E-wallets in India.
Literature Review
In this study, the discussion about this report contains the basic introduction about both of the
organizations “ Marketing strategies Of Phonepe E-Wallet.
Chawla (2019) collected data from 744 respondents and discovered that trust, easy to use and security
have an effect on the attitude of consumers to use e-wallets. Girija (2019) collected data from 150
respondents and revealed that cash back offers and convenience are the main reasons to use ewallets.
Senthil (2019) surveyed 150 respondents and found that users are satisfied with Paytm services as it
resolves the problem within 24 hours. Sivakumar and Balaji (2019) got responses from 100 respondents
and discovered that there is no significant relationship between age and use of Paytm.
FE Bureau (2017) states that According to the RBI: Demonetization has increased the growth of Paytm &
Mobi Kwik which is known as the Digital payment companies. “A Newspaper Article in Financial
Express”.
Dr. Poonam Painuly, Shalu Rathi in their paper “Mobile Wallet: An upcoming mode of business
transactions” (May 2016) clearly explains about the mobile wallet, it’s types and latest trends. At that
point examined about Role of portable wallet in different divisions like Banks, Retail and Hospitality. The
paper clarifies the significance of versatile wallet for Banks, Customers and Companies. In future
extension it also discusses on the versatile wallets turning into a trend of advertising channel in not so
distant future. Also, contributing exceedingly in a consistent shopping knowledge for the clients that
expansion their inclination for regular and more repurchases with delightful encounters. They
additionally talk on the significance and development of portable cash in business, social and monetary
planned. The nearness of versatile wallet spreading from urban to country territories on a huge scale.
Henceforth, wallet cash sees a high splendid future in close time.
Prof Trilok Nath Shukla in his paper “Mobile Wallet: Present and the Future” (June 2016) has discussed
about mobile wallet, working, types and its advantages and disadvantages. His analysis included
perception of consumers and retailers about mobile wallets. He concluded that mobile wallets will be

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used to engage with the customer by the marketers and digital businesses. Irrespective of the market
status of these mobile wallets, marketers should take advantage of the emerging opportunities.
Key Pousttchi and Dietmar G. Wiedemann in their paper “What Influences Consumers’ Intention to Use
Mobile Payments?” (2008) studied the adoption of mobile payments and evaluated what key influences
affected consumers to use mobile payments and found that subjective security was not a primary driver
of mobile payment acceptance. They found that perceived confidentiality of payment details and
perceived trustworthiness were strongly correlated. Four key variables were found to directly impacting
consumer intention and usage behavior: performance expectancy, effort expectancy, social influence,
and facilitating conditions.
Myersin (1969) stated that the vast majority of the innovation are essentially advertise driven and is
acquainted as an answer with the particular needs of the customer. Lynn (1966) states that more
development is presented in Consumer Market when contrasted with mechanical markets. Galbraith
(1970).
Phonepe E-Wallet
PhonePe has been leading the industry in all key metrics including number and number of jobs,
registered users and vendor inclusion. The first to be a market leader in the UPI with a market share of
over 46% in the volume of activities considered last year.

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Benefits a of Phonepe
. Fast and easy recharge.
. A problem-free payment to the Seller.
. Easy Bill Payment Kanye Autopay.
. UPI Fund Transfer.
. One app for many services.
. Slightly Secure (Does not require a PIN or password to unlock)
. Delay in payment.
. Non-Credit of Money.
Research Methodology
The aim of this research paper is to analyze the usage of PayTm by users. In order to reach
the aim a structured questionnaire was sent to 230 smart phone users who use PayTm for
online payment. The respondents were categorized on the basis of, age, Frequency of usage,
Purpose of usage and average monthly spending on PayTm. Out of 230 people only 151
responded to the questionnaire. This research used descriptive method in order to get the
statistic result from respondents.
Sample design: -. The study is done by using Convenience sampling method with 95%
confidence and 5% margin of error. A sample of 50 employees have been taken across
India. The data gathered was analyzed using Percentage Analysis, Correlation Test and
Chi-square Test.
Data Collection: In view of this questionnaires were sent to 50 respondents and the
inquiries were asked where their responses are noted. Respondents are mainly college
students, employed and non-employed youths, middle aged people both employed and
non-employed and the merchants.
Data Analysis Tool:Microsoft Excel program.

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The research methodology used is explorative study which includes primary data and secondary data.
The sample size chose are 20 customers of Pay U Money and Pay tm which constitutes 20 customers
belonging to 18-30. Our survey is based on questionnaire method.
 Awareness about Phonepe or Payu Money-
Pay tm or Pay u Money refers to the electronic payment for online transactions which offers recharges,
shopping, utility bill payments etc. Nowadays, people are aware about various services provided by pay
tm or pay u money. It catches the attention of young customers as it gets noticed by working on unique
ads. As this brand is increased day by day by the people it has created 100% awareness about the pay
tm or pay u money by both the age groups and agreed about various facilities provided by it.

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 Any delay in payment-
Pay tm have the option of recharging and shopping from whenever, anywhere and access from
wherever they are. Before opting, pay tm people should think twice or not whether they provide
service. Pay tm plays a significant role in payment of online transactions, but they suffer from the
technological barriers as server may busy. According to the survey, it shows greater volume for
positive i.e. 60% people have agreed that there is no delay in payment and 40% people have
disagreed between 18 to 30 years. Even there is a positive reaction in 30 to 45 years, as 80%
people agreed and 20% people disagreed. The disagreed people have told about that they have
recharge mobile for Rs.100 but for 40-45 min it did not process and did not refund to bank a/c.
this error was due to technical fault in pay tm. Pay tm have the option of recharging and shopping
from whenever, anywhere and access from wherever they are. Before opting, pay tm people
should think twice or not whether they provide service. Pay tm plays a significant role in payment

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of online transactions, but they suffer from the technological barriers as server may busy.
According to the survey, it shows greater volume for positive i.e. 60% people have agreed that
there is no delay in payment and 40% people have disagreed between 18 to 30 years. Even there
is a positive reaction in 30 to 45 years, as 80% people agreed and 20% people disagreed. The
disagreed people have told about that they have recharge mobile for Rs.100 but for 40-45 min it
did not process and did not refund to bank a/c. this error was due to technical fault in pay tm.
 Security system
Nowadays, pay tm offers advanced account protection to gain this we have to login to additional
layer of security on pay tm website. Pay tm has designed 2 step authentications to keep safe and
secure our pay tm in mobile applications.
This feature is to make sure our account safe always. As the security system is available to all in
advanced way, people are well known about the attractive security training; majority of people
i.e. 100% have satisfied with this between 30-40 years. Meanwhile, between 18-30 years’ age
group 16 people are agreed and 4 people are disagreed because all of them are vulnerable to
password thefts. To secure our pay tm transactions, we tend to use same password on all platforms
and websites for our convenience.
 Problems encountered while making payments
Pay tm strongly believes in a sincere and transparent approach to its users. Pay tm treats the users
fairly all times and encounter the problems and they take care of all complaints effectively. As
the main aim of pay tm is at minimising customer complaints, grievances and reviews and

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redressal as they give first preference to customers to solve their problems. All the employees at
pay tm works in a good faith and people are attracted towards this pay tm or Pay u money
application 15 people of them are agreed and 5 people are disagreed in 18-30 years of age group.
As well, complaints raised by users are dealt with an open mind with courtesy and in timely
manner most of them are satisfied nearly 6 of them agreed and 4 of them disagreed between 30-
45 years’ age group.
 Problem solving: Refund to A/c, Refund to wallet, no refund
For every problem, there is a solution. Here also pay tm users will come across some of the
problems like delay in service, refundable etc. at the same time they also provide solutions to the
customer problems. Pay tm solve the problems by refunding their amount to their A/c or to the
wallet. Sometimes it may not refund also. According to the survey, the amount has been refund
to their wallet is high than refund to their a/c for the 18-30 years’ age group. The amount that has
been refund to their wallet is 16, and refund to their a/c is 4. But for the 30-45 years’ age group
users have received their amount to their a/c is high i.e. 6 than compare to refund to their wallet
is 4. So, pay tm app has provided these types of solutions as the users are increasing day by day.
 Satisfied with coupons, cash backs and offers
Pay tm not only process quick online transactions for payments of recharge, utility bill payments
etc. it also provides various offers like coupons, cash backs etc. recently pay tm is giving special
offer as if we make payment for Rs 100 using our pay tm wallet we will get Rs 105 cash back
within 5-6 min as it will be valid for only 2 coupons. As it provides various offers it is attracted

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by all the users. Special offers, coupons, cash backs etc offered by pay tm plays a major role. As
in today’s world people foresee about the various attractive gifts and keen to get benefit from one
thing. As per this majority of people i.e. 17 are satisfied and 3 are unsatisfied between 18-30 years
of age group. And also between 30-45 years 8 people are satisfied and 2 people are unsatisfied.
 Satisfied with Phonepe or PayU money
Pay tm mainly focus on payment of online transactions, DTH recharge, utility bill payments. It
provides true, accurate and complete information about pay tm or pay u money. It acts as a pivotal
role as we can pay through debit card, credit card, net baking. It also provides security system to
safeguard our wallet balance and it also offers cash backs, discount vouchers etc. Though it has
been introduced recently people are well known about this and satisfied in processing it.
Nowadays world is growing at large, they provide various applications to make online payments
i.e. Pay tm, Pay u Money, net banking etc. Based on the users, pay tm or pay u money creating a
new brand in the society. According to the survey in both the age groups i.e. 18-30 years and 30-
45 years’ age group people gave their 100% satisfaction towards pay tm but they have a request
to get quick payment of transactions to benefit more to them.

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DATA ANALYSIS
Digital Transformation is far beyond just moving from traditional banking to a digital world. It
is a vital change in how banks and other financial institutions learn about, interact with and satisfy
customers. An efficacious Digital Transformation begins with an understanding of digital
customer behavior, preferences, choices, likes, dislikes, stated as well as unstated needs,
aspirations etc. And this transformation leads to the major changes in the organizations, from
product-centric to customer-centric view.
A study by CGI entitled, Understanding Financial Consumers in the Digital Era sheds some light
on the desires of today’s digital consumer. Interestingly, at a time when financial institutions
seem to be in a lock-step with each other, consumers are raising the bar on their expectations.
And, according to the study by CGI, they are willing to leave where they currently bank if their
needs are not met.

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The most effective way to understand and bring the organization from traditional banking to
digital banking is Omni-Channel approach. Omni-channel is a multichannel approach to customer
service where all the channels are tightly integrated, keeping customer in the centre of the
integration. As customers continue to change their channel usage patterns, banks and credit firms
need to focus on delivering a seamless customer experience across various touch points. More
than just an axiom, Omni-channel banking is a prospect to take bottom-line on higher note by
gaining insights from customers’ channels, behavior and preferences. Today’s customers are
more sophisticated and tech savvy, and to cater to their specific needs, each customer needs a
unique experience from banking. They want the companies to understand their unstated needs as
well as their likes. So, it should come as no surprise that these customers are expecting similar
kind of response and service from banking institutions too. From researching new services,
opening an account, checking balance, conducting transactions, loans, credits, wealth
management, customer support, delivering an Omni-channel experience has become a key to
success in this competitive markeplace.
In the current multichannel model, customers are directed to the least expensive channel which
grounds to not only the dissatisfaction, but also the channel hopping. The whole process is
inefficient, costly and inconsistent. Omni-channel is not the replacement of multichannel, but it’s
the enrichment. Espousal of Omni-channel is indispensable to ensure that customer experience is
unified, incorporated and supports customer at the right time, in the right place as the right way.
It must be as per their mobile and digital life style. Staying germane in current banking revolution
entails deep acquaintance of customers’ needs, wants and demands. It also requires the precise

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mixture of IT infrastructure and innovative new technologies to certify that one remains ahead in
current market space to drive top, as well as bottom lines upwards.

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Few statistics on the future of customer engagement:
• 73% of marketers view customer centricity as critical to the success of their business and role
at the company. (The CMO Council, Mastering Adaptive Customer Engagement 2014)
• 70% of buying experiences are based on how the customer feels they are being treated.
(McKinsey)
• A 2% increase in customer retention has the same effect as decreasing costs by 10%. (Leading
on the Edge of Chaos, Emmet Murphy and Mark Murphy)
• In the retail banking industry, customers who are fully engaged bring 37% more annual revenue
to their primary bank than do customers who are actively disengaged. (Gallup State of the
American Consumer 2014)
• Fully engaged policy owners purchase 22% more types of insurance products than actively
disengaged policy owners. (Gallup State of the American Consumer 2014)
• The majority of businesses are unable to support an Omni-channel customer journey. (Forrester
Wave Customer Service Solutions 2014) • Only 12% can provide a seamless hand-off between
channels. (Forrester Wave Customer Service Solutions 2014).

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Recommendations/Suggestions
 Bank should ask consumer feedback regularly to know the extent of consumer’s satisfaction with the
service and product of the company. If they are dissatisfied, then the reasons for dissatisfaction should
be found out and should be corrected.
 Company should adopt effective promotional strategies to increase the awareness level among the
consumers.
 Since customer’s satisfaction is the key to success, the Company should increase its
brand image through improvement performance and services to the customer’s satisfaction.
 With regard to E commerce products and services, consumers respond at different rates, depending on
the consumer’s characteristics. Hence, Phonepe Company should try to bring their new product and
services to the attention of potential early customers.
 Due to intense competition in the financial market, Phonepe Company should adopt strategies
to attract more customers.
 As there is intense competition, Phonepe Company should work hard to maintain its position and offer
better service and products to consumers for future expansions.

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 Majority of the people find banking and online business important in their life, so the company should
employ the strategies to convert the want in to need which will enrich E commerce
business.
Discussion and Conclusion
This paper has extensively analysed academic and non-academic papers related to the important
topic of mobile money. After searching significant sources to identify who (researchers and
institutions) is publishing what (the related topics) and where (the countries studied, journals and
databases), this paper has attempted to provide a comprehensive picture of the knowledge
production and dissemination of mobile for payments around the world.
By examining peer-reviewed and non-peer-reviewed papers from relevant academic and non-
academic sources, we sought for information related to mobile money and payment that could
help us to understand the following dimensions: the interactions between the different actors
involved in these initiatives; the factors that impeded or encouraged their adoption; the main
services delivered; the effects on local flows of money; legal and regulatory environments as well
as the role of authorities; and related issues of gender behavior.
Although a fairly extensive search was carried out on almost two hundred papers, which can be

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considered to be very representative of the publications on mobile money and payment, we found
that little attention had been paid to the dimensions we searched for. This gap in the literature
helps to explain why a service with such a huge potential has not been disseminated worldwide.
This failure includes the following factors: the fact that successful cases are not clearly
understood, and as a result, are not being easily replicated; the problem that obstacles and
unsuccessful cases are, in most countries, not being investigated in sufficient depth to allow
implementation strategies to be based on reliable business models; and the fact that the potential
social and economic effects are not being assessed properly with the result that the policy makers
are not convinced of the need to invest heavily in fostering favorable regulatory environments
for digital payment.
At the same time, the literature review revealed the most important issues currently being
investigated by specialists in the field with regard to mobile money and payment, and thus
allowed us to understand the main contribution they can make to this area of study. This
information can act as a starting- point for drawing up a research agenda that can be adopted by
academics, policy makers and practitioners concerned with the subject of mobile payments.
Furthermore, some clear gaps in our knowledge of mobile payments were discovered by the
research and analysis. Some of these gaps represent important issues that can be explored in
future research in the field. Similarly to Buncombe and Boating (2009), the present literature
review confirms the same gaps pointed to by those authors (geographical, methodo logical and
conceptual), even analyzing a more comprehensive sample. It was confirmed the existence of an
important theoretical gap related to the central themes of study in the analyzed articles: an
expressive portion of them focuses on issues such as adoption or market analysis, neglecting

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other relevant themes, such as regulation and effective socio-economic impacts. Even among the
studies focused on consumer adoption, there is a significant concentration on a few theories:
many of them use theoretical models like TAM (Technology Acceptance Model) and its
variations, aiming to identify the factors that may influence the adoption of mobile money and
payment, denoting another theoretical gap.
In addition, the studies are concentrated in a few cases/countries, with emphasis on Kenya and
the Philippines, although there are experiences in dozens of other countries (Bistoury et al.
2010). Thus, an important geographic gap is evidenced, because although there are emerging
mobile money/payments initiatives worldwide, academic and non-academic production does not
cover them adequately, as is the case of emerging initiatives in Latin American countries. On the
peer-reviewed papers side, this situation might be attributed to the relative absence of Latin
American researchers in the mainstream of academic journals, which are largely dominated by
researchers from developed countries. On the other hand, the emergence of studies in Africa and
Asia is a striking feature and suggests that the experiences in these countries have attracted more
interest from researchers in developed countries. As other non-academic research institutions and
consultancy firms have embarked on their publishing activities on this subject later than the
academic institutions, the influence of such cases in Africa, for example, has become dominant.
The low economic and social importance attached to mobile payment experiences in the region
– such as the case of Daviplata, in Co lombia and Paggo, in Brazil, for example – might also
be related to the limited ability of banks, MNOs and regulators to understand regional
peculiarities concerning mobile payment models. This situation opens up opportunities for
researchers to turn their attention to this issue and carry out in-depth investigations in the region.

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As an example of track research that can also be followed by researchers, current experiences of
financial inclusion can point to correspondent banking networks, which had been successful in
developing alternative payment channels for the poor in countries like Brazil, Colombia and Peru,
for example, long before mobile payment models became a part of the international agenda
(Denis et. al. 2011; Mas 2009; Kumar et. al. 2006). Although different in many ways from one
another, the correspondent and mobile payment systems require a complex web of relationships
among a wide range of actors to deliver financial services to an underserved part of the
population, which is at the same time supported by a strong regulatory environment.
Understanding the process of building such a complex network of relationships could be helpful
to mobile money researchers in at least two ways: first to encourage an analysis to be conducted
of the actors‟ interactions that made it possible for this co mplex network to grow in countries
in the region; and second to seek opportunities to include the use of mobile devices in the
correspondent model, since it is still based on a system of cash payments, which is clearly an
inefficient method that must be superseded.
Another important gap that was identified in the published literature related to mobile mo ney
is the relative absence of an analysis of the economic or social impact. Most studies, in
particular non-academic ones, take social and economic impacts for granted or just give them
a cursory mention, without further investigation or corroborative analysis. To improve research
in this area,
studies related to microfinance could be inspirational, since in this field the emergence of
randomized studies and other techniques have led to this system being widely adopted. This

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follows many years of numerous superficial investigations but few in-depth research- based
studies that can be used to provide evidence of the real impact of microfinance practices on
alleviating poverty at micro (household), meso (community) and macro (regional or country)
levels. It is understandable that the effects of these studies in social sciences are still to be felt,
in view of the unsuitable conditions for carrying out experiments and isolating variables (because
of the sheer number involved and the difficulty of making precise measurements) in order to
make comparisons, either geographically or over a period of time. Despite the challenge, it is
essential for this area of studies to be sponsored by research institutions.
Amo ng the many questions in the area of mobile payment studies that require answers, the
following should be highlighted: the typology of business models, the legal issues involved in the
implementations (whether successful or unsuccessful), the kinds of technology associated with
the particular business models adopted, cultural and demand conditions for a model being
disseminated, an analysis of the telecommunications and banking market, obstacles to its
adoption, gender issues and services. What is now apparent is a scenario that can be regarded as
the dawn of an investigation into mobile money and payment. In view of the recent history of this
subject-area, this can be expected. Similarly, answers to these questions must be found to ensure
that mobile money and payment really takes off, as everybody involved in this market believes
it is bound to happen in the near future, and money as we know it today will be largely handled
by electronic devices. Moreover, this trend should be welcomed for the sake of social and
economic development and to benefit the majority of the population, including the poor.

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Therefore, these lessons broadened the knowledge and brought work maturity in me. So, these two
months of internship was the time where I got the most exposure to what it is like to work in real life
than what was learnt in the classroom. The internship program gave me the experience, which will help
to build a platform and prepare for the future.
References
Balan, R., Ramasubbu, N., Tayi, G. (2006) Digital Wallet: Requirements and Challenges. Available.
Lee, T., The Impact of perceptions of interactivity on customer trust and transaction intentions in
mobile commerce, Journal of Electronic Commerce Research, vol. 6, no. 3, pp. 165-180, 2005.
Lin, H., Wang, Y., An examination of the determinants of customer loyalty in mobile commerce
contexts, Information and Management, vol. 43, no. 3, pp. 271-282, 2006.
Pousttchi, K., Wiedemann, D., (2008, October) What influences consumers’ intention to use mobile
payments?. [Online].
Ghuman, , S., Recharging: the Right Way?? A case study on e-payment giants: Freecharge & PayTM,
IOSR Journal of Business and Management, pp. 87-92.
Painuly, Dr. P., Rathi, S., Mobile Wallet: An upcoming mode of business transactions, International
Journal in Management and Social Science, Vol.04 Issue-05, pp. 356-363, May, 2016.
Shukla, T. N., Mobile wallet: present and the future, Vol. 5, No. 3, June 2016 (ISSN 2278 – 5973).
Available: ssijmar.in/vol5no3/vol5no3.6.pdf

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Questionnaire
Market Survey to study consumer perception towards central trade operation of
Nabil Bank Limited:-
Name:
Organization:
Address:
Phone No:
Ques 1: Do you ever visited online shopping.
 Yes
 No

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Ques 2: Name Of the online shops and E wallet whose site or App you have visited or used
Ques 3: Since when you have been visiting this site or App.
 1 year
 2 year
 3 year
 More than 3 year
Ques 4: Are you satisfied with trade services provided by the site or App.
 Very much satisfied
 Partially satisfied
 Satisfied
 Not satisfied
Ques 5:
Ques 6: What influenced you to use this site as mediator for trading purpose or will influence you .

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 Newspaper
 Word Of Mouth
 Representative From Banks
 Television
 Internet
Ques 7: Which of the following factors attracted you most or will attract you most for using a online site.
 Spending Flexibility
 Perfect for emergencies
 Added benefits
 Status Symbol
 All of the above
Ques 8: Why do you think online shopping is more better than regular one.
Ques 9: Which of the following disadvantages of trade department do you agree with?
 Communication error
 Documentation error
 High interest rates

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 all of the above

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International Journal of Scientific Research in Engineering and Management (IJSREM)

Volume: 06 Issue: 05 | May – 2022 Impact Factor: 7.185 ISSN: 2582-3930

MARKETING STRATEGIES AND BRANDING OF PAYTM

FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT

UNDER THE GUIDANCE OF

© 2022, IJSREM | www.ijsrem.com DOI: Page 1

Name & Signature of Faculty

© 2022, IJSREM | www.ijsrem.com DOI: Page 2

Revati Kumari (20GSOB2010149)

© 2022, IJSREM | www.ijsrem.com DOI: Page 3

© 2022, IJSREM | www.ijsrem.com DOI: Page 4

Chapte TABLE OF CONTENTS Page N

3 Literature Review 12.4

5 Data Analysis 14.

7 Discussion and Conclusion 15.

© 2022, IJSREM | www.ijsrem.com DOI: Page 5

increasingly familiar with a mobile-mo ney system.

living in remote areas.

© 2022, IJSREM | www.ijsrem.com DOI: Page 6

environments for fostering the practice of digital payments.

a total of 196 papers (94 peer-reviewed and 92 non-peer-reviewed) published between

concluding remarks for the paper.

© 2022, IJSREM | www.ijsrem.com DOI: Page 7

3) To conduct a comparative study of prominent E-wallets in India.

© 2022, IJSREM | www.ijsrem.com DOI: Page 8

© 2022, IJSREM | www.ijsrem.com DOI: Page 9

Data Analysis Tool:Microsoft Excel program.

© 2022, IJSREM | www.ijsrem.com DOI: Page 10

belonging to 18-30. Our survey is based on questionnaire method.

 Awareness about Phonepe or Payu Money-

© 2022, IJSREM | www.ijsrem.com DOI: Page 11

 Any delay in payment-

disagreed between 18 to 30 years. Even there is a positive reaction in 30 to 45 years, as 80%

© 2022, IJSREM | www.ijsrem.com DOI: Page 12

secure our pay tm in mobile applications.

and websites for our convenience.

 Problems encountered while making payments

© 2022, IJSREM | www.ijsrem.com DOI: Page 13

45 years’ age group.

 Problem solving: Refund to A/c, Refund to wallet, no refund

 Satisfied with coupons, cash backs and offers

© 2022, IJSREM | www.ijsrem.com DOI: Page 14

 Satisfied with Phonepe or PayU money

to get quick payment of transactions to benefit more to them.

© 2022, IJSREM | www.ijsrem.com DOI: Page 15

customers. An efficacious Digital Transformation begins with an understanding of digital

product-centric to customer-centric view.

needs are not met.

© 2022, IJSREM | www.ijsrem.com DOI: Page 16

digital banking is Omni-Channel approach. Omni-channel is a multichannel approach to customer

opening an account, checking balance, conducting transactions, loans, credits, wealth

management, customer support, delivering an Omni-channel experience has become a key to

success in this competitive markeplace.

the enrichment. Espousal of Omni-channel is indispensable to ensure that customer experience is

© 2022, IJSREM | www.ijsrem.com DOI: Page 17

current market space to drive top, as well as bottom lines upwards.

© 2022, IJSREM | www.ijsrem.com DOI: Page 18

Few statistics on the future of customer engagement:

on the Edge of Chaos, Emmet Murphy and Mark Murphy)

American Consumer 2014)