Consumers’ willingness to choose LankaPay national payment card: a conjoint analysis

Abstract

Consumers are complex entities whose behavior is closely linked to a set of socio-demographic and psychographic factors as well as cultural aspects. Presently, many customers choose to make payments by card as it is more convenient and secure. When choosing a payment card brand, they opt for well-known brands such as VISA, Master and AMEX as they are internationally well established and trusted by many. They also offer many benefits such as special discount schemes through their large network of reputed vendors and service providers. It is in this highly competitive climate that LankaPay is proposing to introduce a national card brand.

Soman (2001, 2003) found that the use of prepaid cards (integrated circuit cards, ICC, usually referred to as ‘smart cards’) increases the amount spent per transaction. However, because the money is transferred so it can be used for a specific purpose there may be an awareness that the money is ‘spent’. Hence, this research tries to ascertain the success of a proposed local payment card brand by examining the mindset of potential customers.

LankaPay is a financial services organization owned by Central Bank of Sri Lanka. As a mover to diversify its operations, LankaPay is proposing to launch its very own National Card Scheme (NCS) to Sri Lankan customers. There are several international payment card brands currently operating in Sri Lanka and there are no local brands currently operating in this field. Therefore the need for a national brand is strongly felt.