ANALYSIS OF DIGITAL WALLETS FOR SUSTAINABILITY: A COMPARATIVE ANALYSIS BETWEEN RETAILERS AND CUSTOMERS

Digitalization has made a new but substantial entry in the Indian market; which was considered to be unorganized and traditional in many aspects. Over the years, due to better networks, stakeholder's acceptance and Government initiative, there is a new framework is evolving for digital payments under organized wallets backed by up Government as well as private players. No denying fact that due to this intervention, various linkages to the sustainability is arising, which is the utmost need in the Indian context. In this paper 100 consumers (50 Digital Wallet users and 50 Non Digital wallet users) and 50 retailers (25 Digital Wallet Acceptor and 25 Non 25 Digital Wallet Acceptor) will be surveyed using a structure questionnaire. Using SPSS, their responses were analyzed and a model will be proposed in order to establish and determine the various interlinking's among the digitalization, wallets and sustainability in Indian context using Mann Whitney U Test and Kruskal-Wallis test (H test). This paper has implication for future digital marketing strategists, policy makers and research enthusiasts of the similar area. This paper will be a convergence of digitalization and sustainability in Indian context.