ABSTRACT
This paper titled A Study of Consumption Behaviour of Plastic Card Holders of Ahmedabad City is aimed at knowing which types of plastic cards (credit card, debit/ATM card, charge card and smart card) are held by respondents and out of them which is the most used plastic card, the number of plastic cards used, most popular card issuing bank and most preferred brand of plastic card of respondents of Ahmedabad city. The findings are that majority of card holders have debit card and it is the most preferred card for purchasing goods and services by respondents. Respondents possess more than one cards. Only 32% card holders have only one card and nearly 68 % card holders have more than one card. Axis bank is the most popular card issuing bank (20.2%) amongst majority of respondents followed by SBI. The majority of respondents (34.6%) are using Classic brand plastic card. This revels that other brands like Classic Plus, Edge, Global, Gold, Neo, Platinum, Priority, Privilege,Titanium etc. are less popular.