This study aims to investigate the usage patterns and preferences regarding electronic banking (e-banking) facilities among individuals belonging to Generation Y and Generation Z in the vibrant city of Ahmedabad, India. As the financial landscape undergoes rapid transformations due to technological advancements, understanding the distinct behaviors and requirements of these demographic groups becomes crucial for financial institutions and policymakers. The research employs a comprehensive survey methodology, gathering data through structured questionnaires administered to a diverse sample representative of both Generation Y and Generation Z residents in Ahmedabad. The survey covers various aspects, including the frequency of e-banking usage, preferred platforms, factors influencing adoption, and levels of satisfaction with existing e-banking services. The study aims to address key questions such as the extent of engagement with e-banking among Generation Y and Generation Z, any discernible differences in their preferences, and the factors influencing their decision-making processes. Statistical analyses, including hypothesis testing, will be utilized to derive meaningful insights from the collected data. The findings from this study are expected to contribute to the existing body of knowledge on consumer behavior in the context of digital financial services. Furthermore, the results will provide valuable information for financial institutions to tailor their services to the unique needs and expectations of Generation Y and Generation Z in Ahmedabad, fostering a more inclusive and customer-centric e-banking environment. The implications of the study extend beyond academic research, offering practical insights for policymakers and industry stakeholders seeking to enhance e-banking experiences to align with the evolving preferences of the youth in this dynamic metropolitan setting.
