Definition of Affordability:
Nakata and Weidner (2012) defined affordability as the degree to which the price of a new product must be consistent with a lifestyle of limited cash flow or on very restricted incomes and debt access.
|I would use bKash because the service is affordable.|
|I would buy the lowest price brand of mobile banking services that will suit my needs.|
|When it comes to choosing bKash, I will rely heavily on price.|
Hasan, R., Lowe, B., & Petrovici, D. (2019). An empirical comparison of consumer innovation adoption models: implications for subsistence marketplaces. Journal of Public Policy & Marketing, 38(1), 61-80.