Kisan Credit Card Awareness & Usage Study
Understand how farmers evaluate eligibility, compare lenders, and navigate application and renewal requirements, so you can sharpen acquisition, improve channel strategy, and strengthen product positioning across priority agricultural segments and regions.
CONTEXT & RELEVANCE
Why run this survey now
Most eligible farmers don't lose credit access purely on interest rates. They disengage due to low scheme awareness, documentation uncertainty, branch dependence, delayed limits, and repayment confusion, none of which fully show up in sanction data or branch reports.
If you are...
- Public sector bank leaders
- Regional rural bank teams
- Cooperative credit executives
- Government scheme administrators
- Agricultural fintech partners
You're likely facing...
- Strong scheme awareness but weak card activation among eligible farmers
- Growing application abandonment across branch and field-assisted journeys
- Inconsistent limit communication creates low credit utilisation after sanction
- Service delays are driving informal credit fallback during crop cycles
- Limited visibility into renewal drop-offs across borrower cohorts
This will help answer...
- Awareness source effectiveness
- Application friction priorities
- Limit utilisation patterns
- Renewal trigger map
- Borrower segment opportunities
RESEARCH THEMES
What This Survey Investigates
Eight interconnected research themes that map the complete Kisan Credit Card journey from awareness to renewal.
Scheme Awareness
- Unaided scheme familiarity
- Benefit comprehension gaps
Eligibility & Need
- Eligibility rule understanding
- Seasonal credit requirement
Discovery Channels
- Bank outreach effectiveness
- Influencer trust hierarchy
Application Journey
- Documentation burden points
- Assisted application dependence
Sanction & Limits
- Sanction expectation gaps
- Limit adequacy perception
Card Usage
- Withdrawal channel behaviour
- Credit utilisation intensity
Service & Trust
- Branch service consistency
- Formal credit confidence
Repayment & Renewal
- Repayment timing fit
- Renewal drop-off triggers
SAMPLING STRATEGY
Tell us about your ideal sample
Help us understand your target respondent profile. Select what applies, we'll design the optimal sample plan based on your inputs.
METHODOLOGY
Survey approach
For Kisan Credit Card Awareness & Usage Study, we recommend a mixed quantitative approach with flexible data-collection modes to balance reach, depth, and verification across digitally connected, branch-dependent, and remote farming cohorts.
EXECUTION PROCESS
How we execute
A proven 9-step process from scoping to delivery, designed to ensure quality, speed, and actionable insights.
Define the decision frame
Confirm objectives, target cohorts, geographies, and reporting cuts
Define the decision frame
Design the instrument
Build workstream modules mapped to outputs (drivers, friction, pricing, retention, trust)
Design the instrument
Lock the questionnaire
Review wording, sequencing, LOI, and competitive context; approve final version
Lock the questionnaire
Pilot and calibrate
Test comprehension and ease quality; refine quotas and remove friction where needed
Pilot and calibrate
Run fieldwork
Execute collection with active quota management and feasibility controls
Run fieldwork
Assure quality
Dedupe, attention checks, speed/consistency rules, removals with audit trail
Assure quality
Prepare the dataset
Clean data and deliver codebook/variable definitions
Prepare the dataset
Analyse and synthesise
Driver ranking, leakage diagnostics, pricing bands, segment insights
Analyse and synthesise
Deliver and align
Executive deck (optional dashboard) and leadership readout with recommendations
Deliver and align
COMMERCIAL TERMS
Request a Commercial Proposal
Pricing depends on cohort, geography, sample size, approach, LOI, and deliverables. Configure below for an indicative estimate.
Select Sample Size
Geography
Select Mode of Survey
Length of the Interview
$0.00
+ applicable taxes
Cost Breakdown
Note: Estimate is indicative only. Final pricing is subject to scope finalization after discovery call.
REFERENCE CASELETS
Reference
Real-world examples of survey work in the rural agricultural finance space.
Crop Insurance Channel Preference & Enrollment Drivers (Rural India)
OBJECTIVE
WHAT WE DID
DELIVERED
Crop Insurance Channel Preference & Enrollment Drivers (Rural India)
Seasonal Input Finance Product Design & Pricing (North India)
Crop Insurance Channel Preference & Enrollment Drivers (Rural India)
OBJECTIVE
A regional insurer needed to understand how smallholders , tenant farmers , and commercial growers compared bank-led, agent-led, and digital enrollment , including trust cues, documentation concerns, claim expectations, and seasonal purchase timing.
WHAT WE DID
We ran a structured survey with 1,200 farmers across six states, stratified by landholding and insurance status, capturing channel awareness , advisor influence , premium tolerance, enrollment friction, claim confidence, and message response.
DELIVERED
The study produced a channel preference map , message territories , farmer segment profiles, enrollment friction priorities, and state-level positioning cues, enabling the commercial team to compare outreach routes without asserting downstream sales impact.
FREQUENTLY ASKED QUESTIONS
Common Questions
Answers to frequently asked questions about this survey mandate.
What decisions will this survey enable?
Who is the buyer vs who are the respondents?
Can we see differences between active users, lapsed borrowers and eligible non-users?
How will you measure Kisan Credit Card choice beyond simple ratings?
Will the survey map the full Kisan Credit Card journey and drop-offs?
Can this survey inform product and pricing strategy?
How will findings improve our farmer acquisition and activation strategy?
Still have questions?
Schedule a discovery call to discuss your specific needs and get a custom quote.