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“A study on brand Awareness of Aditya Birla

Payments Bank amongst consumers in Lucknow City”

Submitted To:
Dr. APJ Abdul Kalam Technical University, Lucknow
Towards the partial fulfillment of the award of degree of
Master of Business Administration (MBA)
Guided by: Submitted by:
Ms. Akanshi Gupta Priyanka Yadav
Assistant Professor MBA 3rd semester
Dept of Management Studies Roll No. 1705670031
BBD NIIT, Lucknow
Session 2018-2019
Department of Management Studies

Babu Banarasi Das

Northern India Institute of Technology
Sector II, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
Brand awareness refers to the extent to which customers
are able to recall or recognise a brand. Brand
awareness is a key consideration in consumer
behavior, advertising management, brand
management and strategy development.
A mobile wallet is a virtual wallet that stores payment
card information on a mobile device. Mobile wallets
are a convenient way for a user to make in-store
payments and can be used at merchants listed with
the mobile wallet service provider.
Welcome to banking and more with the Aditya Birla Payments Bank - Our unique products
and services will help you manage your finances better and make everyday life easier.
Aditya Birla Idea Payments Bank Limited (ABPB) is a full-service
digital bank, incorporated with 51:49 equity stake held by Aditya
Birla Nuvo Limited (now Grasim Industries Limited) and Idea
Cellular Limited. Committed to the Indian Government’s vision of
developing a robust fintech ecosystem, ABPB aims to bring
secure, simple and innovative solutions to each Indian, one
transaction at a time.
Our Vision
To be the leader in providing banking
services to the nation by being the most
trusted brand. We will do this by being an
agile, transparent and innovative
organization with happy and proud

 To Study consumer awareness level regarding online recharge and payment

of bills from Aditya Birla Payments Bank.

 To study the factors considered by the consumers while using online

recharge and payment of bills from Aditya Birla Payments Bank.

 To study the acceptance of Mobile wallet among consumers.

 To study the factors that impact on usage of online payment.

Research Design: Exploratory and Descriptive.
Universe & Sample Design:
Universe: Population of Lucknow City
Sample Design: Convenience Sampling.
Sample size: 50 people.
Data Collection Tools:
Primary Data: Questionnaire and short Interview.
Secondary Data: Website, Newspapers, Research
Papers, Journals, Books.
Statistical tools to be used
Pie chart.
Universe: Lucknow
Q1) Are you aware of ABPB Wallet on Android, Windows and IOS


Highly aware
Partially aware

20% Somewhat aware

26% Slightly aware
Not at all aware


From the analysis of data we concluded that 32% of users are highly aware about the application , 22 %
are partially aware , 14% are somewhat aware , 18% are slightly aware and 10% are not at all aware
about the servings. So this finally tells that most of the people are aware about the application of ABPB
Q2) Have you ever tried ABPB Wallet application for payment of bills or recharge?



partially aware

20% 10%

From the analysis of data we concluded that 70% of users are aware and
have tried using it, then 20% are partially aware and may or may not have
used it, lastly 10% haven’t used it.. So this finally tells that most of the people
are aware and have used the application of ABPB Wallet.
• This study tells that maximum people are aware and have
used the application of ABPB Wallet.
• This study tells that most of the people use it for mobile and
DTH recharge.
• This study tells that most of the people prime reason for usage
is any time recharge and cash backs or offers.
• This study tells that people use it whenever need arises
• This study tells that more than 50 % people agree on the ease
of use factor that saves time, labour etc
• This finally tells that most of the people are satisfied by the
services and ABPB Wallet is meeting their expectations..
The Overall Brand Value of ABPB Wallet is good, but it is
facing some tough competition from its global
competitors like PhonePe and Paytm. Talking about
domestic market in Lucknow, it is the most superior E-
business portal which is aggressively expanding &
planting its roots deep into the Lucknow market & at
the same time shifting the mind-set of the people
from going & recharge from physical store to online
stores, which is magnificent.
• ABPB Wallet should try to advertise more so that all become aware about its

• It should give more offers on different recharges like landline bill, broadband
payment to promote other recharges.

• ABPB Wallet has successfully placed itself into the prospects mind making it
the India’s largest online store with huge range of recharges. But it still needs
to work on their core competence payment options of other different things.

• Can include more coupon codes and gift vouchers for increasing the traffic of
the customers.
• Taking up the study of this nature the major limitations
was training duration which has its bearing on the
outcome of the study.
• Unwillingness on the part of few customers to disclose
the information as per the questionnaire.
• Information provided by the respondents might be
biased in some case as they might have been
influenced by a particular brand.
• Financial constraints also cause certain problems in the
summer training.

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