A STUDY ON THE POPULARITY OF BUY NOW PAY LATER (BNPL) AMONG YOUTHS
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The paper looks at the increasing use of Buy Now Pay Later (BNPL) as a short-term digital financing option for lifestyle-driven consumption among young adults in Tier-2 and Tier-3 urban areas in India. Descriptive research design was used in the study, which included a structured online questionnaire that was sent to youth aged 18-25 in the cities of Dehradun, Roorkee, and Saharanpur. Due to time and resource limitations, convenience sampling was employed and 104 responses were completely filled out and used in the analysis. There was a significant gap between awareness and actual use, with 76% of respondents stating they were aware of at least one BNPL platform, but only 33.7% had used one themselves. This marked a considerable gap attributed to financial concerns and incomplete knowledge. PhonePe Pay Later had the highest market share of 65.7% among active users. For the fashion and clothing category, 85.7% of spending was done with BNPL, which is a discretionary category and not one that is mandatory. Most importantly, 40% of the active users said they missed at least one expected payment and around 42.9% had little or no knowledge about late-fee structures. The results have clear implications for banking regulation and fintech governance, as financial literacy protection should be a feature of the checkout process, not just a place in the terms of service to which few users attend.
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Kumari, S. (2026). A Study on the Popularity of Buy now Pay Later (Bnpl) Among Youths. International Journal of Science, Strategic Management and Technology, 02(6). https://doi.org/10.55041/ijsmt.v2i6.105
Kumari, Shaili. "A Study on the Popularity of Buy now Pay Later (Bnpl) Among Youths." International Journal of Science, Strategic Management and Technology, vol. 02, no. 6, 2026, pp. . doi:https://doi.org/10.55041/ijsmt.v2i6.105.
Kumari, Shaili. "A Study on the Popularity of Buy now Pay Later (Bnpl) Among Youths." International Journal of Science, Strategic Management and Technology 02, no. 6 (2026). https://doi.org/https://doi.org/10.55041/ijsmt.v2i6.105.
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