Title page for ETD etd-05152011-100516

Document Type Master's Dissertation
Author Madikiza, Sandi
URN etd-05152011-100516
Document Title Cellphone banking adoption and its impact on the transactional behaviour of low income consumers
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Dr T Ismail Supervisor
  • cellphone banking
  • demographics
  • consumer behaviour
  • technology adoption
  • mobile banking
Date 2010-11-10
Availability unrestricted

This aim of this study was to establish if individual characteristics have an impact on the adoption of cellphone banking amongst low-income (Mzansi) consumers. The second component of the study then set out to assess the impact that cellphone banking adoption has on the financial behaviour of these consumers. This data was obtained using the data mining technique. Data from one of the local banks was extracted and analysed. In addition to using descriptive statistics, the ANOVA was used. The ANOVA is an inferential statistical method. It establishes whether there is a relationship with the defined variable and the adoption of cellphone banking. Race, age, income, gender, number of bank products and channel of registration where the variables that were analysed.

With the exception of age, no other variable had an impact on adoption for both Mzansi customers as well as the entire base. The subsequent post adoption behaviour analysis that was conducted identified some key behaviour changes. Consumers who adopted cellphone banking significantly increased (>300%) their demand of prepaid products. Secondly, the demand for cash amongst adopters was lower than the demand from non-adopters which could signal a shift towards cashless solutions. And finally, the cellphone banking adopters were found to perform more transactions prior to adoption when compared to non adopters thereby demonstrating a higher need for a mobile banking solution.

Copyright 2010, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria

Please cite as follows:

Madikiza, MS 2010, Cellphone banking adoption and its impact on the transactional behaviour of low income consumers, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-05152011-100516/>


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