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@article{196959,
        author = {G Indhumathi and Ishwarya S},
        title = {PERCEIVED DOMINANCE AND ECOSYSTEM LOCK-IN IN INDIAN UPI DUOPOLY AND THEIR INFLUENCE ON CONSUMER BEHAVIOUR},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {4224-4227},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=196959},
        abstract = {This study explores how users’ perceptions and habits influence their choice of UPI applications in India, with a focus on Google Pay and PhonePe. Even though several UPI platforms are available, most users continue to rely on these two apps, creating a duopoly-like situation. The research is based on primary data collected from 101 respondents through a structured questionnaire. Various statistical tools were used to analyse user behaviour and preferences. The findings show that factors such as trust, familiarity, rewards, and social influence strongly affect users’ decisions and reduce their willingness to switch to other apps. It is observed that users are not just choosing based on features, but also on comfort and habit. The study concludes that behavioural factors play a key role in maintaining platform dominance and limiting user movement across alternatives.},
        keywords = {Perceived Dominance, Ecosystem Lock-in, UPI Applications, Consumer Behaviour, Switching Resistance, Digital Payments.},
        month = {April},
        }