Network externalities on retail payments market: evidence from russian merchants
Tests the effects of both direct and indirect network externalities for the merchants’ card acceptance probability based on the representative survey of 800 traditional merchants from all Russian regions. Current non-cash retail payment market analysis.
| Рубрика | Маркетинг, реклама и торговля |
| Вид | дипломная работа |
| Язык | английский |
| Дата добавления | 23.09.2018 |
| Размер файла | 717,7 K |
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Russian current non-cash retail payment market analysis
The direction of the literature devoted to the study of the current state of Russian retail cashless payment market is, to a greater extent, descriptive. Most of the public researches in Russia use analysis of the open data of state statistics, describe the state of the system as a whole and do not provide value in terms of studying the relationship of final consumers of payment services to the products offered to them. The key exceptions are researches provided by NAFI (2014) and the Central Bank of Russia (2016).
The CBR and NAFI (2014) survey provides an analysis of the behavior of individuals in the market of non-cash retail payment services, built on the basis of surveys of 3209 people in 150 settlements from 52 regions and republics of Russia. The interviews were conducted through formalized face-to-face interviews with all respondents. The results of the study show that at the time of the analysis, cash remains a key means of payment (89.6% of respondents used it daily or several times a week, and 50.1% never used non-cash payment methods), due to established habits and traditions, as well as the receipt of cash income and a greater degree of confidence in cash. The cards were used mainly for cash withdrawals (74.6%). At the same time, 64.3% of the population had at least one bank card and almost all (94.6%) used them. The study also notes the heterogeneity of the ownership and use of payment cards by regions of Russia and by the age of respondents with a noticeable leadership of Moscow and St. Petersburg, as well as young (25 to 34 years) segments of the population.
The CBR study (2016) is based on the analysis of the national payment system data and is devoted to macro indicators of the system as a whole, as well as to key operators. The study notes a gradual decrease in the share of cash in cash aggregates and notes an increase in the turnover of payment cards.
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