Assessing the Impact of Super App Integration and Contactless Payment Technologies on Consumer Buying Behavior in Western India

Abstract

Digital wallets have become a central part of India's rapidly evolving financial ecosystem. With the emergence of Super Apps and contactless payment systems, the user experience of digital payments has significantly changed. This study investigates the extent to which these two technological features influence consumer buying behavior in Western India.

A structured questionnaire was administered to 1,100 respondents across Maharashtra, Gujarat, Rajasthan, and Goa. Statistical methods—including descriptive analysis, correlation, regression, and hypothesis testing—were used to analyze the data. Despite strong adoption of digital wallets, the findings reveal that neither Super App integration nor contactless payment technology has a statistically significant direct impact on purchasing behavior. This highlights the importance of examining indirect influences such as trust, usability, and overall platform engagement.

This study offers useful insights for digital wallet companies, marketers, and decision-makers who want to improve customer experience and encourage more people to use digital payment platforms. It also sheds light on how people in different parts of Western India are using these technologies in their everyday lives.