A STUDY ON THE CONSUMER PERCEPTION OF FINTECH ON AMONG GENERATION Y AND GENERATION Z IN BENGALURU SOUTH

Abstract

Fintech, short for financial technology, has emerged as a dynamic and disruptive force in the financial sector, reshaping how consumers access and manage their financial accounts in an era of rapid technological advancement. The city of Bengaluru, situated in the southern part of India, is not only a thriving technological hub but also home to a diverse and tech-savvy population. It is within this dynamic and digitally inclined environment that this study is conducted. The study on the Consumer Perception of Fintech Among Generation Y and Generation Z in Bengaluru South delves into the transformative impact of fintech on the banking industry, with a particular focus on the tech-savvy Generation Y and Generation Z demographics in Bengaluru. These generations, born between the mid-1990s and the early 2010s, have grown up amidst rapid technological advancements, readily embracing digital platforms and fintech solutions. The research aims to uncover valuable insights into how these young consumers in Bengaluru perceive and utilize fintech services, their preferred digital financial services, and the motivating factors behind choosing fintech over traditional banking channels. Moreover, it examines the convenience, accessibility, security, and privacy concerns associated with fintech adoption and assesses the changing dynamics of their relationships with traditional banks in this digital age. KEY WORDS: FinTech, Banking industry, Consumer perception, Generation Y, Generation Z ,