Customers' Perception Towards Sukanya Samriddhi Account Yojana (SSAY) in the Selected Banks

Abstract

Financial inclusion is the delivery of financial services at affordable costs to the economically weaker and the lower-income segments of society. In order to Government of India has launched various flagship social security schemes with an objective of broadening financial inclusion in India. This was done to make financial services such as banking, insurance, and others available to the Indian citizens especially from the low & middle class category at an affordable cost and make them financially secure. This has been achieved through Pradhan Mantri Suraksha Bima Yojana (Accident Insurance), Atal Pension Yojana (Unorganized Sector), Pradhan Mantri Jeevan Jyoti Yojana (Life Insurance) which provides social and economic security to the marginalized sections of the society. In 2005, Girl child were considered for inclusive growth of the present Government. It achieved through execution of Girl Child Prosperity Scheme namely Sukanya Samriddhi Account Yojana (SSAY) which aimed at ensuring financial security to girl child for meeting their future educational and marriage expenses. Presently, both India Post and selected banks are authorized to operate SSAY. This empirical study analyzes the bank customers' perception towards SSAY in terms of satisfaction level towards SSAY and also to willingness to deposit in SSAY.