Paper Details

The main aim of this study is to understand Housewives' preferences towards the attributes of uses of mobile payment Apps and to examine the relative importance of the attributes of the mobile payment apps considered by housewives. This research study has used five attributes of mobile payment apps viz., different mobile payment apps, features, rewards, user-friendliness, and security. The researchers have strived to understand which of these attributes are the most and least preferred by the potential participants. 392 housewives were surveyed to collect the required primary data. The data was gathered by using availability and purposive sampling techniques. A well-structured questionnaire was designed and 25 conjoint cards were created and distributed to the participants. Also evaluated the relative importance of each choice under various attributes. The results of conjoint analysis show that the attributes of the mobile payment apps are not significantly different from each other (p>0.05, F=1.225).

Mobile Payment Apps, conjoint analysis, preference, Online Payment, Housewives.