Non-financial as well as financial factors force credit card customers into the unmanageable debt levels, leading to default. The research question is to ascertain the relative importance of the psychological and socio-cultural factors in categorising the credit card users as non-defaulters and defaulters. This study and its findings throw light into the non-financial factors to be looked into so as to increase the customer suitability in retail sale of a financial product like credit card. This can considerably reduce the risk of wrong selling of credit card and its offered services.
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