The Role of BNPL Services in Influencing iPhone Sales in Bengaluru Kollipara Sai Venkata

Abstract

The rapid expansion of digital financial services has significantly transformed consumer purchasing behaviour, especially in urban markets characterized by high digital penetration and aspirational consumption. Buy Now Pay Later (BNPL) services have emerged as an alternative credit mechanism that allows consumers to purchase high-value products without immediate full payment. Bengaluru, being one of India’s leading technology and fintech hubs, has witnessed widespread adoption of BNPL services, particularly for premium products such as iPhones.

This study examines the role of BNPL services in influencing iPhone sales in Bengaluru, with a focus on consumer affordability perception, purchasing behaviour, repayment patterns, and overall satisfaction. The research is grounded in Consumer Behaviour Theory, Credit Accessibility Theory, and Digital Payment Adoption Theory, which together explain how financial convenience and ease of access shape purchase decisions.

The study adopts a mixed-method research approach using primary data collected from 239 respondents who purchased iPhones using BNPL services in Bengaluru. Descriptive statistics and econometric techniques were used to analyse demographic characteristics, BNPL usage patterns, repayment discipline, and satisfaction levels. The findings indicate that BNPL services significantly reduce perceived affordability barriers and act as a strong sales enabler for premium smartphones. However, the study also highlights potential repayment risks among a small segment of users.

Overall, the research concludes that BNPL services play a crucial role in driving iPhone sales in Bengaluru by enhancing affordability and purchase convenience, while emphasizing the need for responsible usage and transparent credit practices.