Deepak, Anagha2025-07-312025-07-312025https://atlasuniversitylibraryir.in/handle/123456789/1026Project Report on Consumer Buying Behavior in the Adoption of Fee Financing Services (2023-2025) Under the Guidance of Prof. Anand KopareThe research paper, stemming from my internship at GrayQuest, examines consumer buying behavior in the adoption of fee financing services, providing an insightful analysis into the intersection of technology and education finance in India. GrayQuest, a pioneer in edtech, offers innovative solutions that allow families to pay educational fees through interest-free monthly installments, significantly alleviating financial burdens while ensuring educational institutions maintain steady cash flow. The report provides a comprehensive overview of the fee financing landscape, with a particular focus on the challenges and opportunities present in the Indian market. It identifies critical issues such as the financial pressures on families and the cash flow challenges faced by educational institutions. These insights guide GrayQuest's strategic efforts to tailor their solutions to better meet the needs of their clients. A SWOT analysis within the report highlights GrayQuest's strengths, including its robust market presence and innovative service offerings, while also identifying weaknesses such as its reliance on a single market and competition from larger tech firms. Opportunities for expansion into other markets and further product diversification are also explored. My research further investigates the factors influencing consumer adoption of fee financing services. By analyzing recent academic literature and market trends, I identified key determinants shaping consumer decisions, which informed my strategic recommendations for GrayQuest.enOther