Beneficiaries Behavioural Intention Towards Primary Agricultural Co-Operative Credit Society – A Development of Conceptual Model

Purpose: The impetus of the paper is to learning the effecting elements that impact the members to take a financial assistance from Primary Agricultural co-operative Credit societies. It helps to develop a conceptual framework based on systematic literature review and established customer theories. A thorough framework is created for understanding comprehending active involvement, attitude and salient behaviour of the members.

Design: The researcher gathered information from secondary data sources. Taking Google Scholar, Research Gate, SSRN, Base and Semantics, and Inflibnet as search engines, secondary data is gathered from academic articles and journal papers. Using the focus group interaction method, hypotheses and contributing elements to customer attitude and satisfaction are proposed.

Findings: The research found various determinants of behaviour of members of Primary Agricultural Credit Co-operative Societies, such as financial knowledge, perceived benefits, financial satisfaction, subjective norms, which are suggested to have an impression on attitude and behavioural intention of the members.

Originality Value: This paper explains the numerous influencing variables that affect members' decision-making to go for Primary Agricultural co-operative Credit Societies, for the financial assistance for their agricultural purposes.

Paper Type:  Literature review for the advancement of conceptual framework.