Name: Venkatesha Prasanna P K
Country: India

Year: 2025
Volume: Volume-10, Issue-2 (July-December)
Page Number: 394-402
DOI: https://doi.org/10.5281/zenodo.20713296

ABSTRACT
The present study investigates the awareness, usage, and adoption barriers of digital banking services among rural customers in Somwarpet Taluk, Kodagu District. The main objective of the study is to examine the level of awareness and usage of digital banking services and to analyze the influence of demographic factors such as age, education, and income on usage behavior. The study is based on a descriptive research design with a sample of 50 respondents selected through simple random sampling from rural areas. Primary data were collected using a structured questionnaire, and the data were analyzed using statistical tools such as percentage analysis, Chi-square test, and One-way ANOVA. The Chi-square test was used to examine the relationship between awareness and usage of digital banking services, while ANOVA was applied to test differences in usage across demographic variables. The results of the study reveal a significant relationship between awareness and usage of digital banking services (χ² = 60.24 > 9.488), indicating that higher awareness leads to higher usage. Further, the ANOVA results show that age, education, and income significantly influence the usage of digital banking services, with younger, more educated, and higher-income respondents showing greater adoption levels compared to their counterparts. The study also identifies key barriers such as low digital literacy, poor internet connectivity, and security concerns, which restrict wider adoption in rural areas. The findings highlight the importance of improving digital awareness, infrastructure, and trust to enhance financial inclusion. The study concludes that strengthening digital literacy and accessibility can significantly improve the adoption of digital banking services in rural communities.
Keywords: Digital Banking Services, Rural Adoption, Awareness, Financial Inclusion