Fintech Awareness, Attitude, and Usage among Female Undergraduates: Evidence from Ludhiana

Fintech, or financial technology, is a term that describes the mobile applications, software and other technologies that enable users to access and manage their finances digitally. Today’s generation live in an era where one-touch payments, scanning QR codes, and express delivery of pre-paid groceries, are the norm. Young people have extensive exposure to the ever-changing landscape of smart technology. Utilization of Fintech services increases the level of financial literacy and financial inclusion of women in the economy. This study investigates the level of awareness, attitude and usage of Fintech services among female undergraduate students in Ludhiana, Punjab. Primary data through structured questionnaire from 132 respondents (66 rural and 66 urban) was collected. Data analysis methods Descriptive statistics, independent sample t-test and Correlation analysis were employed. The results indicate that 92.4% of the respondents possess high awareness, while only 59.1% actively use Fintech services. There is no significant rural urban differences were observed. Correlation analysis reveals moderate relationship between Fintech awareness and attitude towards Fintech (r=0.42) and between Fintech awareness and usage (r=0.34). The findings highlight the need for targeted financial literacy initiatives to improve effective Fintech adoption among young women.