International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online), Volume 5, Issue 11, November (2014), pp. 61- 69© IAEME 61 A STUDY ON THE DEMO GRAPHICAL CHARACTERISTICS OF INTERNET BANKING NON- ADOPTERS IN CHENNAI METROPOLITAN CITY WITH REFERENCE TO INDIAN BANK P.Saravanan 1 , P.Sridharan 2 1 Assistant Professor (Senior Grade), School of Management, SRM Faculty of Management, Kattankulathur – 603 203, Kanchipuram Dt., Tamil Nadu 2 Associate Professor and Head, Department of International Business, School of Management, Pondicherry University, Puducherry – 605014, Pondicherry ABSTRACT The financial service industry, especially banks, has responded to constant market changes by adopting different types of delivery channel strategies. The emerging trend of Internet banking raises important issues in the area of consumers banking behaviors and choices. Bank has to know the consumers banking behaviors and choices. The consumers banking behaviors and choices depends on their demographical characteristics. So, the bank has to know their customers demographical characteristics. This study is carried out to identify the demographical characteristics of non – users of Internet Banking in Chennai Metropolitan city with reference to Indian Bank. Descriptive Research design and Judgment sampling are used for this study. The Questionnaire was administrated with 233 Savings Bank account holders of Indian Bank in Chennai. It is suggested that awareness on Internet Banking products , services and its benefits to be created with the Savings Bank account holders of Indian Bank irrespective of the gender, age, educational qualifications, marital status , occupation and annual income. Also suggested that they have to be thought that there is no complexity in using Internet Banking and also there is no risk. Their self-confidence to be developed that they can be able to face the consequences of using Internet Banking. The bank will be able to compete and survive in today’s competitive environment, if they implement the suggestions provided in this study. Key words: Internet Banking, Demographic Characteristics, Non- Adoption. INTERNATIONAL JOURNAL OF MANAGEMENT (IJM) ISSN 0976-6502 (Print) ISSN 0976-6510 (Online) Volume 5, Issue 11, November (2014), pp. 61-69 © IAEME: http://www.iaeme.com/IJM.asp Journal Impact Factor (2014): 7.2230 (Calculated by GISI) www.jifactor.com IJM © I A E M E