IMPACT THAT PHONEPE'S MARKETING STRATEGY HAS ON THE YOUNGER GENERATION IN BANGALORE

Commerce & Management

This study investigates the effectiveness of PhonePe's youth-oriented marketing methods in Bangalore, India. The research used a mixed-methods design, integrating both qualitative and quantitative methodologies. In-depth interviews and survey questions are used to assess the level of knowledge, opinion, and involvement of young people about PhonePe's marketing initiatives. A statistical examination of quantitative data reveals discernible patterns and trends in the use of PhonePes among the youth demographic. Initial results indicate that PhonePe has effectively captured the interest of the young in Bangalore via its strategic marketing approaches, which include influencer partnerships, user-friendly app interfaces, and social media advertising. The research investigates many determinants that have contributed to the popularity of PhonePe, including convenience, security, and peer influence. In addition to PhonePe, the study illuminates the wider ramifications that fintech firms and digital payment providers impose on young adults residing in urban regions like as Bangalore. Gaining insight into these factors may assist firms in modifying their approaches to efficiently appeal to the ever-changing young demographic in India. This research renders a significant scholarly contribution to the dialogue around the convergence of marketing, technology, and young culture. It provides firms aiming to engage the youth market in Bangalore and across the world with helpful guidance for strategic decision-making.

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