99400732 Marketing of Banking Services

8/11/2019 99400732 Marketing of Banking Services

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Content

CHAPTER I: RESEARCH DESIGN

1. Introduction To Subject

2. Statements And Study

3. Objectives And Study

4. Scopes And Study

5. Methods Of Data Collection

6. Limitation Of The Study

CHAPTER II: PROFILE OF ORGNIZATION

1. Brief Introduction To ICICI Bank


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2. Brief Introduction To Kavathe Mahankal Branch

3. Financial Performance

4. Bank Products And Interest Rates

5. Technological Application

CHAPTER III: THEORETICAL BACKGROUND

1. Introduction Of Service Marketing

2. Characteristics Of Service Marketing

3. Service Marketing Strategy-7p

4. Special Characteristics Of Indian Customers

5. 7 Ps of Bank Marketing

CHAPTER VI: DATA PRESENTATION AND ANALYSIS

CHAPTER V: FINDINGS AND SUGGESTIONS.

BIBLIOGRAPHY,

QUESTIONNAIRE.

CHAPTER I


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RESE RCH DESIGN

1.1 INTRODUCTION TO THE SUBJECT

Service sector has a stable demand as against fluctuating fortunes and boom

conditions in manufacturing sector with the trends of tendency to proliferate in

services also as hiring of services is more economical that undertake there and they

hire mailing by awn agencies so packing and forwarding and a host and other

services in financial field but the particular features for special treatment and this

subject lay in its unique features different from that and product marketing and

changing customer product demanding this service with sophistication and quality

consciousness hence the importance and the service marketing and as the subject

deals with financial services the importance and marketing need no special mention.

After the liberalization measures from 1992 onwards involving deregulation

Privatization and globalization the financial sector has witnessed a deepening and

widening and its services expansion and diversification become the hall marks nd

banking sector. The problem in this transition period was many such as emergence

and various spurious companies increased competition with the weak and inefficient

findings it difficult to services and sustains the competition.

In this new competitive environment and globalize trading practices themarketing and financial services assumed greases significance. Today financial

market requires new strategies survive and continue to operate.

In commercial banking marketing strategy have to have a dynamic

management team modified value system suitable have to the requirement and the

customer and the market trust to meet the challenge and compitetor there is need and

diversification a product range such as introduction and credit cards or debit cards 24


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hours banking ATM and other computerized services these are all called as market

responsive management policies and customer oriented services.

Customers are now demanding and they want to deal with the people who areempathetic knowledgeable responsive caring open and communicative and

professionalized what is wanted in customer finance is how a loan product is

explained and delivered rather than simply interest rates or terms which are generally

common to all companies.

1.2 Statement of the study

Today, numbers of foreign banks are coming in Indian market, basically, thecore services provided by any bank unite is same but the way some units aggressively

markets its services makes a big difference.

Researchers have selected following topic:

A study of marketing of banking services with special reference to ICICI

bank, kavathe mahankal

1.3 Objectives of the study

To complete the above mentioned study, researcher has attempted to achieve it

subsequently in this research work

1) To study the roles of marketing mix in banking services.

2) To study the products of ICICI bank.

3) To study the ICICI bank through 7ps of marketing.

4) To study the banking services of ICICI bank towards customers.


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1.3 METHODLOGY OF DATA COLLECTION

The data collected for the present study can be broadly categorized under two broad

categories

Those are as follows:

i) Primary Data

ii) Secondary Data

i) Primary Data:

The first hand information is termed as primary data it is collected by the

researcher himself for the first time for this study data is collected though an

survey conducted based on structured questionnaire

ii) Secondary Data:- Secondary data is based on second harx1 information the

secondary data is collected through magazines, internet, Organizations annual

report banks E.T.C.

Sample size: - Sixty (60) customers of ICICI bank, Kavathe Mahankal branch

were selected on the random basis

1.5 SCOPE OF THE STUDY

This study keeps exceptional importance an the ground of ever increasing and

throat cutting competition witnessed by banking sector and India in the last decade or

two. The opening up of Indian economy in 1991 for foreign companies Posed severe

challenges before domestic units.

The banking business more or less is same, so for there core concept is

concerned but the foreign units are getting the advantage over Indian organizations.


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The only difference which makes a big impact is the aggressive marketing activities

undertaken by foreign units.

This is an sincere attempt to study the awareness about marketing in Indian banking sector and to find out where do they stand in this context

1.6. LIMITATIONS

1) The time available for this study was limited which restricted the efforts.

2] Certain information cannot be accessed on the ground and confidentiality.

31 It was a tedious job to convince customers for the survey.

4] It was a difficult affair to take appointment and branch manager form their busy

schedule.


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Chapter II

Bank Profile [ Profile Of Organization ]

2.1 BRIFE HISTORY OF THE ORGANISATION

ICICI Bank is Indias second -largest bank with total assets of Rs. 3,663.74

billion (US$ 76 billion) at September 30, 2009 and profit after tax Rs. 19.18 billion

(US$ 398.8 million) for the half year ended September 30, 2009. The Bank has a

network of 1,588 branches and about 4,883 ATMs in India and presence in 18

countries. ICICI Bank offers a wide range of banking products and financial services

to corporate and retail customers through a variety of delivery channels and through

its specialized subsidiaries and affiliates in the areas of investment banking, life and


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non-life insurance, venture capital and asset management. The Bank currently has

subsidiaries in the United Kingdom, Russia and Canada, branches in United States,

Singapore, Bahrain, Hong Kong, Sri Lanka, Qatar and Dubai

International Finance Centre and representative offices in United Arab Emirates,

China, South Africa, Bangladesh, Thailand, Malaysia and Indonesia. Our UK

subsidiary has established branches in Belgium and Germany.

ICICI Banks equity shares are listed in India on Bombay Stock

Exchange and the National Stock Exchange of India Limited and its American

Depositary Receipts (ADRs) are listed on the New York Stock Exchange (NYSE).

History :ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian

financial institution, and was its wholly- owned subsidiary. ICICIs shareholding in

ICICI Bank was reduced to 46% through a public offering of shares in India in fiscal

1998, an equity offering in the form of ADRs listed on the NYSE in fiscal 2000,

ICICI Banks acquisition of Bank of Madura Limited in an all -stock amalgamation

in fiscal 2001, and secondary market sales by ICICI to institutional investors in

fiscal 2001 and fiscal 2002. ICICI was formed in 1955 at the initiative of the World

Bank, the Government of India and representatives of Indian industry. The principal

objective was to create a development financial institution for providing medium-

term and long-term project financing to Indian businesses. In the 1990s, ICICI

transformed its business from a development financial institution offering only

project finance to a diversified financial services group offering a wide variety of

products and services, both directly and through a number of subsidiaries and

affiliates like ICICI Bank. In 1999, ICICI become the first Indian company and the

first bank or financial institution from non-Japan Asia to be listed on the NYSE.

After consideration of various corporate structuring alternatives in the

context of the emerging competitive scenario in the Indian banking industry, and the

move towards universal banking, the managements of ICICI and ICICI Bank formed

the view that the merger of ICICI with ICICI Bank would be the optimal strategic

alternative for both entities, and would create the optimal legal structure for the

ICICI groups universal banking strategy. The merger would enhance value for


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ICICI shareholders through the merged entitys access to low -cost deposits, greater

opportunities for earning fee-based income and the ability to participate in the

payments system and provide transaction-banking services. The merger would

enhance value for ICICI Bank shareholders through a large capital base and scale of

operations, seamless access to ICICIs strong corpor ate relationships built up over

five decades, entry into new business segments, higher market share in various

business segments, particularly fee-based services, and access to the vast talent pool

of ICICI and its subsidiaries. In October 2001, the Boards of Directors of ICICI and

ICICI Bank approved the merger of ICICI and two of its wholly-owned

retail finance subsidiaries, ICICI Personal Financial Services Limited and ICICI

Capital Services Limited, with ICICI Bank. The merger was approved by

shareholders of ICICI and ICICI Bank in January 2002, by the High Court of

Gujarat at Ahmadabad in March 2002, and by the High Court of Judicature at

Mumbai and the Reserve Bank of India in April 2002. Consequent to the merger, the

ICICI groups financing and bankin g operations, both wholesale and retail, have

been integrated in a single entity.

2.2 BRIEF INTRODUCTION TO KAVATHE MAHANKAL BRANCH

The business setting in Kavathe Mahankal city is characterized by small business

units. The ICICI bank being "small mens big bank "traced the potential available for

the financial institution in this area and decided to come with their branch.

The Kavathe Mahankal branch started its operations from 2003 onwards. The bank is

operating from a well-furnished building situated at a central location and the city

soon the bank created a vote and trust in the citizens and Kavathe Mahankal and

around.


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At present 14 personnel are providing their valuable services to the customers. It

includes one manager four officers and four clerks and five others about

approximately 5500 satisfied customer are being entertained by the bank and the total

business and the bank have exceeded to 12 corers.

ORGNISATION STRUCTURE OF ICICI BANK

Mrs.Lalita D. Gupta

Joint MD & CEO

Mr.S.H. Bhojani

Deputy MD

Mr.Sanjeev Kerker

SGM-Risk Mgt

Mr.K.V.Kamath

MD&CEO


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PRODUCTS AND SERVICES BANKING ACCOUNTS

ICICI Bank offers a wide range of banking accounts such as Current, Saving,Life Plus Senior, Recurring Deposit, Young Stars, Salary Account etc. tailor-made for

every customer segments, from children to senior citizens. Convenience and ease to

access are the benefits of ICICI Bank accounts.

YOUNG STARS ACCOUNT

A special portal for children to learn banking basics, manage personal finances

and have a lot of fun.

Mrs.Shalini shah

GM-Accounts &

Taxatation

Mr.A.T.Kusra

GM-HRD

Mr.V. Srinivasan

GM Secretarial Custodial

Services

SAP-central operations-

Group-MIS

Mr. R.

Venkataraghavan

Mrs.Kalpara

Molparia

SGM-Legal

Mrs.Kalpana

SGM-Treasury

Mr.S. Mukherji

Major ClientGroup

Mrs.ShikhaSharma

SGM-PersonalfinancialServices

Mr.M.J.Subbaiah

SGM-GrowthClient Group

Mr.ArvindJoshi

GM-IT

Mr.S.P.Nagar Katte

GM-M&A

Mr.S.Khasnotis

GM-Western Region

Mrs.Ramani Nirula

GM-Northern Region

Dr.S.C.Nanda

GM-CorporateMarketing

Mr.R.Karunan

GM-Oil & Gas

Mrs.Chanda Kochhar

GM-MCG

Mr.A. Mukerji

GM-Infrastructure Group, StruchedProducts, Advisory Services

Dr.Nachiket Mor

GM-Treasury

(Investment-EconomicResearch


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BANK@CAMPUS

This student banking services gives students access to their account details at

the click of a mouse. Plus, the student gets a cheque book, debit card and annualstatements

SAVINGS ACCOUNTS

Convenience is the name of the game with ICICI ban ks savings account.

whether it is an ATM/debit card, easy withdrawal, easy loan options or internet

banking, ICICI banks saving account always keep you in touch of money

FIXED DEPOSITS

ICICI Bank offers a range of deposit solutions to meet varying needs at every

stage of life. It offers a range of tenures and other features to suit all requirements.

INSURANCE

The ICICI group offers a range of insurance products to cover varying needs

ranging from life, pensions and health, to home, motor and travel insurance. The

products are made accessible to customers through a wide network of advisors,

banking partners, corporate agents and brokers with the added convenience of being

able to buy online

LIFE INSURANCE

The ICICI group provides the many life insurance product through ICICI

Prudential Life Insurance Company.

GENERAL INSURANCE

The ICICI group provides the many general insurance products like motor,

travel and home insurance through ICICI Lombard General Insurance Company.

LOANS


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ICICI bank offers a range of deposits solutions to meet varying needs at every

stage of life. It offers a range of tenures and other features to suit all requirements

HOME LOAN

The No. 1 Home Loans Provider in the country, ICICI Bank Home Loans

offers some unbeatable benefits to its customers - Doorstep Service, Simplified

Documentation and Guidance throughout the Process. It's really easy

PERSONAL LOAN

ICICI Bank Personal Loans are easy to get and absolutely hassle free. With

minimum documentation you can now secure a loan for an amount up to Rs. 15 lakhs

VEHICLE LOANS

The No.1 financier for car loans in the country. Network of more than 2500

channel partners in over 1000 locations. Tie-ups with all leading automobile

manufacturers to ensure the best deals. Flexible schemes & quick processing are the

main advantages are here. Avail attractive schemes at competitive interest rates from

the No 1 Financier for Two Wheeler Loans in the country. Finance facility up to 90%of the On Road Cost of the vehicle, repayable in convenient repayment options and

comfortable tenors from 6 months to 36 months

CARDS

ICICI Bank offers a variety of cards to suit different transactional needs. Its

range includes Credit Cards, Debit Cards and Prepaid cards. These cards offer you

convenience for financial transactions like cash withdrawal, shopping and travel.

These cards are widely accepted both in India and abroad

CREDIT CARD

ICICI Bank Credit Cards give you the facility of cash, convenience and a

range of benefits, anywhere in the world. These benefits range from lifetime free


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cards, Insurance benefits, global emergency assistance service, discounts, utility

payments, travel discounts and much more.

DEBIT CARD

The ICICI Bank Debit Card is a revolutionary form of cash that allows

customers to access their bank account around the clock, around the world. The ICICI

Bank Debit Card can be used for shopping at more than3.5 Lakh merchants in India

and 24 million merchants worldwide.

TRAVEL CARD

ICICI Bank Travel Card. The Hassle Free way to Travel the world. Traveling

with US Dollar, Euro, Pound Sterling or Swiss Francs; Looking for security and

convenience; take ICICI Bank Travel Card. Issued in duplicate. Offers the Pin based

security. Has the convenience of usage of Credit or Debit card

MOBILE BANKING

Bank on the move with ICICI Bank Mobile Banking. With ICICI Bank,

Banking is no longer what it used to be. ICICI Bank offers Mobile Banking facility toall its Bank, Credit Card, Demat and Loan customers. ICICI Bank Mobile Banking

can be divided into two broad categories of facilities:

Alert facility:

ICICI Bank Mobile Banking Alerts facility keeps you in formed about the

significant transactions in its Accounts. It keeps you updated wherever you go

ICICI Bank Mobile Banking Requests facility enables you to query for y its

account balance

INVESTMENT PRODUCTS:

Along with Deposit products and Loan offerings, ICICI Bank assists you to manage y

its finances by providing various investment options ranging from ICICI Bank Tax


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Saving Bonds to Equity Investments through Initial Public Offers and Investment in

Pure Gold.

ICICI Bank facilitates following investment products:

ICICI Bank Tax Saving Bonds

Investment in Mutual Funds

Initial Public Offers by Corporates

Investment in "Pure Gold"

Foreign Exchange Services

Senior Citizens Savings Scheme,2004

TRADE-SERVICES:

ICICI Bank offers online remittances as well as online processing of letters of

credit and bank guarantees

ASSET-MANAGEMENT:

Prudential ICICI Asset Management Company offers a wide range of retail

mutual fund products tailored to suit varied risk and maturity profiles.

CASH MANAGEMENT

ICICI Bank offers a complete Range of highly customized solutions for

managing both the collections and payments requirements of clients by leveraging

technology. Daily customized transactions reports and real time web-enabled

downloads, provide on-tap information facilitating effective working capital

management

CORPORATE BANKING:

ICICI Bank offers comprehensive and customized financial solutions for its

corporate clients, including rupee and foreign currency debts, working capital credit,

structured financing syndication and transaction banking products and services

INTERNET BANKING :


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Internet banking is available to all ICICI bank savings and deposit account

holders, credit card, demat and loan customers. Internet banking service offers

customers a world of convenience with services such as balance enquiry, transaction

history, account statement, bill payments, fund transfers and accounts related service

requests.

ATMs:

With more than 2500 ATMs across the country, ICICI Bank has one of the

largest ATM networks in India

PHONE BANKING:

Phone banking offers 24*7 service across liability, asset and investment

products to both retail and corporate customers

NRI-BANKING:

A gamut of services to take care of all NRI banking needs including deposits,

money transfers and private banking.

MONEY2INDIA:

A complete range of online and offline money transfer solutions to send

money to India

PROPERTY:

For millions of home buyers across the country, ICICI Bank offers not just

great deals on home loans but also a wealth of expert advice. ICICI Bank offers home

search service which can help a customer identify the property of his choice based on

his budget and other requirements.

DEMAT ACCOUNTS:

ICICI Banks demat services after unique features like e -constructions,

consolidation, digitally signed statements, mobile requests and corporate benefit

tracking


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RURAL-BANKING:

Bank offers technology-based solutions, financial innovations and multiple

delivery channels to meet the financial needs of rural areas.

MICROFINANCE:

ICICI Bank assists over 2.5 million low income clients to build livelihoods by

partnering With over 100 microfinance institutions.

BRANCHES:

ICICI Bank has a network of over 630 branches ( of which 51are extension

counters) across the country. The network puts a wide range of banking products and

financial services within easy reach of retail and corporate customers

A. For Domestic Deposits Below Rs.15 Lacs

Rates of Interest (% p.a.) w.e.f February 16, 2012

Maturity Period General Senior Citizen **

7 days to 14 days 3.75 4.25

15 days to 29 days 4.00 4.50

30 days to 45 days 5.00 5.50


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46 days to 60 days 6.25 6.75

61 days to 90 days 6.50 7.00

91 days to 184 days 7.00 7.50

185 days to 289 days 7.50 8.00

290 days to less than 1 year 7.75 8.25

1 year to 389 days 8.25 8.75

390 days to less than 2 years 9.25 9.75

2 years to less than 5 years 9.25 10.00

5 years upto 10 years 8.75 9.50

Tax Saver FD 80C (5 year) Upto Rs. 1 lac 8.75 9.50

B. For Domestic Deposits of Rs.15 Lacs to less than Rs. 1 Crore

Rates of Interest (% p.a.) w.e.f February 16,2012

Maturity Period General Senior Citizen **

7 days to 14 days 3.75 4.25

15 days to 29 days 4.00 4.50

30 days to 45 days 5.00 5.50

46 days to 60 days 6.25 6.75


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61 days to 90 days 6.50 7.00

91 days to 184 days 7.00 7.50

185 days to 289 days 7.50 8.00

290 days to less than 1 year 7.75 8.25

1 year to 389 days 8.25 8.75

390 days to less than 2 years 9.25 9.75

2 years to less than 5 years 9.25 10.00

5 years upto 10 years 8.75 9.50

Technological applications

TeleBanking:

Customers can access TeleBanking facility, over telephone, 24 hours, seven days

a week. By dialing the TeleBanking number and following the user-friendly

interactive voice response menu, customers are able to retrieve information about

their accounts and access a range of banking services. Our TeleBanking services are

operational in the following centres: Bangalore, Mumbai, Chennai, Delhi, Kolkata,

Ahmedabad, Hyderabad, Mangalore and Ernakulam.

SMS Banking:

This delivery channel was launched on 29.01.2008 and would enable the

customers to obtain their bank account details at any time and from any place using

their mobile set. The facilities offered include both Alerts and Enquiries.

Alerts comprise credits/debits to accounts, balances and overdrawal to accounts.

Enquiries include account balance enquiry, cheque status enquiry, stop payment of

cheque, last 5 transactions, Terms Deposit enquiry etc.

Government / RBI initiated projects:


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The following major projects are implemented by the Bank as per the guidelines

of the Government / RBI:

OLTAS - The Bank has implemented Online Tax Accounting System (OLTAS) at all

the 324 branches designated to handle Direct Taxes.

EASIEST -The Bank has implemented EASIEST, a project for collection of other

indirect taxes in 228 branches.

VAT Collection The Bank has implemented collection of Value Added Tax in 65

branches of Delhi to facilitate accounting and electronic reporting of such collections.

Cheque Truncation System - RBI has introduced this system in the National Capital

Region, Delhi. The Bank is one of the few selected, to implement the same and is

presently covering about 155 branches, in the area.

Real Time Gross Settlement (RTGS) The Bank has implemented RTGS for on-

line real time payment and settlement of large value transactions. RTGS has been

implemented in CBS branches of the Bank, for both Inter-Bank and Customer

transactions.

National Electronic Funds Transfer (NEFT) - National Electronic Funds Transfer,

which has replaced SEFT (Special Electronic Funds Transfer) and EFT (Electronic

Funds Transfer), has been implemented in CBS branches of the Bank.


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FINANCIAL PERFORMANCE

Sr .

No.

Particulars Three months ended Six months ended Yearended

September30, 2011

June30, 2011

September30, 2010

September30, 2011

September30, 2010

March31, 2011

(Unaudited)

(Audited)

(Audited)

(Audited)

(Audited)

(Audited)

1. Interestearned(a)+(b)+(c)+

8,157.62 7,618.52 6,309.10 15,776.14

12,121.64

25,974.05


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(d)

a)Interest/discount onadvances/bills

5,380.74 4,935.13 3,949.17 10,315.87

7,727.70 16,424.78

b) Income oninvestments

2,344.98 2,251.03 1,916.13 4,596.01 3,574.68 7,905.19

c) Interest on balanceswith ReserveBank ofIndiaand otherinter-bankfunds

115.27 113.83 82.30 229.10 180.36 366.77

d) Others 316.63 318.53 361.50 635.16 638.90 1,277.31

2. Otherincome

1,739.55 1,642.89 1,577.93 3,382.44 3,258.44 6,647.90

3. TOTALINCOME(1)+(2)

9,897.17 9,261.41 7,887.03 19,158.58

15,380.08

32,621.95

4. Interestexpended

5,651.18 5,207.60 4,104.72 10,858.78

7,926.21 16,957.15

5. Operatingexpenses

(e)+(f)+(g)

1,892.24 1,819.78 1,570.37 3,712.02 3,053.86 6,617.25

e) Employeecost

842.70 732.85 624.26 1,575.55 1,199.85 2,816.94

f) Directmarketingexpenses

36.22 33.62 35.48 69.84 71.29 157.03

g) Otheroperating

1,013.32 1,053.31 910.63 2,066.63 1,782.72 3,643.28


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expenses

6. TOTALEXPENDITURE (4)+(5)(excluding

provisionsandcontingencies)

7,543.42 7,027.38 5,675.09 14,570.80

10,980.07

23,574.40

7. OPERATING PROFIT(3)-(6)(Profit

before provisionsandcontingencies)

2,353.75 2,234.03 2,211.94 4,587.78 4,400.01 9,047.55

8. Provisions(other than

tax) andcontingencies

318.79 453.86 641.14 772.65 1,438.96 2,286.84

9. Exceptionalitems

.. .. .. .. .. ..

10.

PROFIT/(LOSS) FROMORDINARY

ACTIVITIESBEFORETAX (7)-(8)-(9)

2,034.96 1,780.17 1,570.80 3,815.13 2,961.05 6,760.71

11.

Tax expense(h)+(i)

531.77 447.97 334.53 979.74 698.80 1,609.33

h) Current 544.48 527.03 495.10 1,071.51 1,010.20 2,141.11


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period tax

i) Deferredtaxadjustment

(12.71) (79.06) (160.57) (91.77) (311.40) (531.78)

12.

NETPROFIT/(LOSS) FROMORDINARYACTIVITIESAFTERTAX (10)-(11)

1,503.19 1,332.20 1,236.27 2,835.39 2,262.25 5,151.38

13.

Extraordinar y items (netof taxexpense)

.. .. .. .. .. ..

14.

NETPROFIT/(LOSS) FORTHEPERIOD(12)-(13)

1,503.19 1,332.20 1,236.27 2,835.39 2,262.25 5,151.38

15.

Paid-upequity sharecapital (facevalue Z 10/-)

1,152.47 1,152.18 1,150.83 1,152.47 1,150.83 1,151.82

16.

Reservesexcludingrevaluationreserves

57,448.45

55,308.14

52,824.02

57,448.45

52,824.02

53,938.83

17.

Analyticalratios

i) Percentageof sharesheld by

.. .. .. .. .. ..


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Governmentof India

ii) Capitaladequacyratio

18.99% 19.57% 20.23% 18.99% 20.23% 19.54%

iii) Earnings per share(EPS)

a) Basic EPS before andafterextraordinar yitems, net oftax expense(notannualisedforthreemonths/six

months)(inZ)

13.05 11.56 10.91 24.61 20.11 45.27

b) DilutedEPS beforeand afterextraordinar yitems, net oftax expense

(notannualisedforthreemonths/sixmonths)(inZ)

13.00 11.51 10.86 24.51 20.03 45.06

1 NPA Ratio'


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8. i) Gross non- performingadvances(netof write-off)

10,021.25

9,982.76 10,141.16

10,021.25

10,141.16

10,034.26

ii) Net non- performingadvances

2,183.77 2,302.52 3,145.23 2,183.77 3,145.23 2,407.36

iii) % ofgross non-

performingadvances(netof write-off) to grossadvances

4.14% 4.36% 5.03% 4.14% 5.03% 4.47%

iv) % of netnon-

performingadvances tonetadvances

0.93% 1.04% 1.62% 0.93% 1.62% 1.11%

19.

Return onassets(annualised)

1.41% 1.30% 1.31% 1.36% 1.23% 1.35%

20.

Publicshareholding

i) No. of

shares

1,152,41

2,079

1,152,12

9,421

1,147,91

9,537

1,152,41

2,079

1,147,91

9,537

1,151,77

2,372

ii)Percentageofshareholding

100 100 100 100 100 100

21.

Promoterand

promoter

group


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shareholding

i)Pledged/encumbered

a) No. ofshares

.. .. .. .. .. ..

b)Percentageof shares (asa % of thetotalshareholdingof promoterand

promotergroup)

.. .. .. .. .. ..

c)Percentageof shares (asa % of thetotal sharecapital of theBank)

.. .. .. .. .. ..

ii) Non-encumbered

a) No. ofshares

.. .. .. .. .. ..

b)Percentageof shares (asa % of thetotalshareholdingof promoterand

promoter

.. .. .. .. .. ..


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group)

c)Percentageof shares (asa % of thetotal sharecapital of theBank)

.. .. .. .. .. ..


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Chapter -III

THEORETICAL BACGROUND


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Services Marketing

A service marketing is the marketing of processes deeds and performances, i.e.

anything which is essentially intangible in nature. This criteria of intangibility alsodifferentiates goods from services and underlines the importance of marketing of

services to be managed in a different manner as compared to marketing of products.

The services marketing process is also different because services are more

heterogenous in nature; again, as compared to products which are more standardized

in nature. Another important difference between goods and services is that services

have to be produced and consumed simultaneously and cannot be stored

(inventorized) for future consumption because of their perishable nature.

Thus, the services marketing is marketing of services while appriciating these

differences and adding additional elements in the tradition marketing mix i.e. the four

Ps: product, promotion, pricing and place (distribution). The expanded marketing mix

for services includes: People (all human actors who play a part in service delivery and

thus influence the buyer's perceptions), Physical Evidence (the environment in which

the service is delivered and where the firm and customer interact, and any tangible

components that facilitate performance or communication of services), and Process

(The actual procedures, mechanisms, and flow of activities by which service is

delivered i.e. the service delivery and operating systems ).

CHARACTERISTICS OF SERVICES

The services have unique characteristics which make them different from that of

goods. The most common characteristics of services are:

Intangibility

Services are activities performed by the provider, unlike physical products

they cannot be seen, tasted, felt, heard or smelt before they are consumed. Since,

services are not tangibles, they do not have features that appeal to the customers

senses, their evaluation, unlike goods, is not possible before actual purchase and

consumption. The marketer of service cannot rely on product-based clues that the

buyer generally employs in alternative evaluation prior to purchase. So, as a result of


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this, the services are not known to the customer before they take them. The service

provider has to follow certain things to improve the confidence of the client:

The provider can try to increase the tangibility of services. For example, bydisplaying a plastic or a clay model showing patients an expected state after a plastic

surgery.

The provider can emphasize on the benefits of the service rather than just describing

the features.

Not all the service product has similar intangibility. Some services are highly

intangible, while the others are low i.e. the goods (or the tangible component) in the

service product may vary from low to high.

For example: Teaching, Consulting, Legal advices are services which have almost nil

tangible components; While restaurants, fast food centers, hotels and hospitals offer

services in which their services are combined with product (tangible objective) , such

as food in restaurants, or medicines in hospitals etc.

Inseparability

Services are typically produced and consumed simultaneously. Incase of physical goods, they are manufactured into products, distributed through multiple

resellers, and consumed later. But, incase of services, it cannot be separated from the

service provider. Thus, the service provider would become a part of a service.

For example: Taxi operator drives taxi, and the passenger uses it. The presence

of taxi driver is essential to provide the service. The services cannot be produced now

for consumption at a later stage / time. This produces a new dimension to service

marketing. The physical presence of customer is essential in services. For example: to

use the services of an airline, hotel, doctor, etc a customer must be physically present.

Inseparability of production and consumption increases the importance of the

quality in services. Therefore, service marketers not only need to develop task-related,

technical competence of service personnel , but also , require a great input of skilled

personnel to improve their marketing and inter personal skills.

Perish ability


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Services are deeds, performance or act whose consumption take place

simultaneously; they tend to perish me the absence of consumption. Hence, services

cannot be stored. The services go waste if they are not consumed simultaneously i.e.

value of service exists at the point when it is required.

The perishable character of services adds to the service marketing problems.

The inability of service sector to regulate supply with the changes in demand; poses

many quality management problems. Hence, service quality level deteriorates during

peak hours in restaurants, banks, transportation etc. This is a challenge for a service

marketer. Therefore, a marketer should effectively utilize the capacity without

deteriorating the quality to meet the demand.

Variability

Services are highly variable, as they depend on the service provider, and

where and when they are provided. Service marketers face a problem in standardizing

their service, as it varies with experienced hand, customer, time and firm. Service

buyers are aware of this variability. So, the service firms should make an effort to

deliver high and consistent quality in their service; and this is attained by selecting

good and qualified personnel for rendering the service.

7 ps of service marketing

1. Product: In case of servi ces, the product is intangible, heterogeneous and

perishable. Moreover, its production and consumption are inseparable. Hence, there is

scope for customizing the offering as per customer requirements and the actual

customer encounter therefore assumes particular significance. However, too much

customization would compromise the standard delivery of the service and adversely

affect its quality. Hence particular care has to be taken in designing the service

offering.

2. Pricing: Pricing of services is tougher than pricing of goods. While the latter

can be priced easily by taking into account the raw material costs, in case of services

attendant costs - such as labor and overhead costs - also need to be factored in. Thus a

restaurant not only has to charge for the cost of the food served but also has to


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calculate a price for the ambience provided. The final price for the service is then

arrived at by including a mark up for an adequate profit margin.

3. Place: Since service delivery is concurrent with its production and cannot bestored or transported, the location of the service product assumes importance. Service

providers have to give special thought to where the service would be provided. Thus,

a fine dine restaurant is better located in a busy, upscale market as against on the

outskirts of a city. Similarly, a holiday resort is better situated in the countryside away

from the rush and noise of a city.

4. Promotion: Since a service offering can be easily replicated promotion

becomes crucial in differentiating a service offering in the mind of the consumer.

Thus, service providers offering identical services such as airlines or banks and

insurance companies invest heavily in advertising their services. This is crucial in

attracting customers in a segment where the services providers have nearly identical

offerings.

5. People: People are a defining factor in a service delivery process, since a

service is inseparable from the person providing it. Thus, a restaurant is known as

much for its food as for the service provided by its staff. The same is true of banks

and department stores. Consequently, customer service training for staff has become a

top priority for many organizations today.

6. Process: The process of service delivery is crucial since it ensures that the

same standard of service is repeatedly delivered to the customers. Therefore, most

companies have a service blue print which provides the details of the service delivery

process, often going down to even defining the service script and the greeting phrasesto be used by the service staff.

7. Physical Evidence: Since services are intangible in nature most service

providers strive to incorporate certain tangible elements into their offering to enhance

customer experience. Thus, there are hair salons that have well designed waiting areas

often with magazines and plush sofas for patrons to read and relax while they await

their turn. Similarly, restaurants invest heavily in their interior design and decorations

to offer a tangible and unique experience to their guests.


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Characteristics of Indian customers

To study the special characteristics of Indian customers one of the most important

source is the national survey on "All India Savings and Deposits trends and patterns" conducted by the national institute of bank management (NIBM) in 1986 under the aegis of Indian Bank's

Association. This survey has collected data about households and institutions separately on a

host of parameters of interest to bank marketers. The major findings of this national survey are

as follows:-

A. House-Hold Segment:-

1) A large number of (80-85 percent) bank savers are either professionals or services workers. A

sizable population of production workers is still not bank savers, who are yet to be tapped by

banks.

2) Banking is a still a habit mainly of the literate class only with 86-94 of the bank savers being

literate. Against this 30-42 of non bank savers are illiterate - a potentially lucrative market

segment for banks to tap with innovative products and marketing strategy.

3) Urban non-bank savers show a strong preference for investment in physical rather than

financial assets. The motive behind this preference deserves to be examined to tap this

important group of house hold segment effectively.4) 76-87 percent of investment in financial assets by non-bank savers goes to instruments like

post office savings, LIC, PPF, Chit Funds etc.

5) Awareness about most banking products is strikingly low amongst non-bank savers continue

to stay away from becoming bank savers. Aggressive marketing promotion may overcome this

problem.

6) Most important reasons for saving amongst bank savers are provision for old age and

provision for marriage.7) Suitable location of a bank branch and quality of its service are the two main criteria for

selection of bank by bank savers.

8) Foreign and Grarmin banks have an edge over public and private sector banks in terms of

quality of service they offers.

9) Only 56-62 percent of bank savers feel that bank staffs have a positive attitude towards

customers. A sizeable 35-41 percent opinion that the attitude of bank staff is neutral.


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10) Of the total suggestions given by the urban bank savers, 31% pertain to improvement in

systems and procedure of banks, 28% to improvement in customer services and an additional

18% to providing better and new services to bank savers.

11) 9% of urban non-bank savers and 5% of rural non-bank savers have bank accounts which

were closed later. Two main reasons for their closure have been, insufficient savings and quite

significantly the non-co-operative attitude of bank employees.

12) About 77% of urban bank savers and 52% of rural bank savers read newspapers and see

movies regularly. The media habit of non-bank savers could be useful for marketing promotion

by banks in this potentially profitable market.

B. Institutional segment

1) In general irrespective of the type of banks, the quantum of interest and security of

investment are found to be most important reasons prompting institutional savers to invest in

banks.

2) Unlike household savers, institutional savers are not quite satisfied with the speed of various

bank services.

3) Majority of complaints of institutional savers about bank services pertain to delay in

transactions, error in entries of passbook/Statement of account, misbehavior of bank staff etc.

C. Bank marketing strategy

In classical marketing literature there are four components of marketing strategy-

product, price, palace and promotion. But when it comes to service marketing the context is

different due to intangible nature of services products, tangibilising them becomes important.

And attention to the process producing quality product is crucial, again because of the strong

presence of the human factor. Keeping all these in view bank marketing strategy has seven

components- product, price, place, promotion, process, people, and physical evidence. Each

component is taken one by one,

7 Ps of bank marketing

In classical marketing literature there are four components of marketing

strategy- product, price, palace and promotion. But when it comes to service


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marketing the context is different due to intangible nature of services products,

tangibilising them becomes important. And attention to the process producing quality

product is crucial, again because of the strong presence of the human factor. Keeping

all these in view bank marketing strategy has seven components- product, price,

place, promotion, process, people, and physical evidence. Each component is taken

one by one,

The first *p'- Product: -

The products are broadly classified in two categories:

1) Core products

Core products are essentially all those products, which define what kind of

business we are in? For example, for a bank some core products are saving account,

current account, deposit etc. the basic characteristic of all these products is two fold.

Firstly they define the business of commercial banking in the sense that, whatever

banking services we extended, one or the other of these core products are bound to

figure in them. Another characteristics of core products is that they do not necessarily

have a strong marketing content. Strong marketing content would mean the productmust be specifically designed keeping in view the needs of customers in well-

designed homogeneous market segment.

2) Formal product: -

Formal products are made up of,

- Usually combination of two or more core products and

- They have a strong marketing content in as much as they cater to some specific

customer needs

During the last few years, a spate of formal products have hit the market due

to rising customer expectations and the anxiety of bank to attract his attention.

3) Augmented product: -


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This is the age of the value addition. Everybody is sold the idea of value added

products and services. The augmented product is basically a formal product is

basically a formal product with some ancillary benefit attached to it. The main

advantage of an augmented product stems from its strong marketing content. As it is,

the augmented product which itself has a strong marketing content. It is sought to be

further reinforced through value addition

The second p-price

Price is a tool in marketing strategy of banks has got very little practical utility

became of the administered pricing structure. Till recently, the deposit and lending

interest rates were totally prescribed by the RBI but now a clays the administer

pricing in Indian banking is steadily being deregulated. This is unfolding as a part of

the economic liberalization program of the government. The pricing policy in the

banking sector can be understood from three approaches: -

1] "Cost Plus" approach, which would call for a detailed analysis and services.

2] Market oriented approach what the market can bear or accept.

3] Competition related approach i.e. what the competitor is doing.

The third p-place:-

The place strategy in marketing essentially answers the question, "where to

market our products or services"

The following innovations in place strategy have been depicted :-

1] The first strategy is of extension counters, satellite quinces and the like,

secondly the concept of special counters for certain customer segments. Thirdly the

catching up in the sector for catering to select customer segments. Fourthly, the idea

of mobile offices is also a part of current banking practice fifthly, technology has also

been deployed by banks for implementing their place strategy. Such as ATM and

home banking.

Sixthly, a relatively recent innovation is that of strategic alliance.


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The fourth p promotion: -

Advertisement is the most tangible and omnipresent face of marketing

promoting promotion. But marketing promotion is surely much so in services oriented business like banking. Any marketing promotion campaign has tow basic objectives

to inform the prospective customer and then to persuade can be undertaken through

various means like press advertisements personal interactions with customer e.t.c.

Basically there are fore major components of a promotional strategy viz

various

Advertising, Sales, promotion, Publicity, Personal selling

The fifth p-process: -

The importance of process in bank marketing strategy is based on the value

chain concept propounds by Michael porter. A typical value chain would encompass

all activities right from the product conception stage, to product designing and

development, down to its marketing at branch level accounting procedure for putting

through the transaction all theses leading to the customers bank satisfaction with the

product he has purchased in a nutshell, we may say that process is crucial to the bank

marketing strategy in as much as it can give value for buyers and an element of the

crucial important of process in service marketing the international standard

organization has stipulated a separate for services organization This guidelines are

covered in 150 9004, part-2 under the caption "Quality management and quality

system elements -"Giddiness for services"

The sixth p-people: -

The inseparability principle of bank marketing is a crucial factor, which

differentiates it from product marketing. The product and the serves together

constitute what we call a crucial to the success of internal marketing need to be needs

to treat our frontline people as the first customers of all our products and strategies.


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The seventh p-physical evident: -

Physical evident as a strategic tool for the bank marketer derives its sustenance

from the intangibility principle. Banking product are intangible and tangibilising themis a major challenge to the bank marketing. The upkeep of branch premises and

interior decor of branch the imaginative designing of bank stationery used by

customer product packaging could be an another tangibilising aspect most importantly

the product specious of their customer. Product experience of the customer perhaps

the best tangibilisation strategy is to heighten customer satisfaction. Design the

products based on well-researched customers need and expectation. Build uniqueness

and value in it nothing succeeds and never will better than this strategy of

tangibilisation.


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CHAPTER VI

DATA REPRESENTATION AND ANALYSIS

Table No. 1

AWARENESS REGARDING BANK PRODUCT AND SERVICES

SR. NO PRODUCT AND

SERVICES

NO OF

RESPONDANCE

IN %


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1 FIXSED DEPOSIT 27 45

2 Prudential Life Insurance 3 5

3 Saving account 45 81.66

4 Current account 53 88.33

5 Agricultural Loans 9 15

6 Home loans 19 31.66

7 Vehicle loans 39 65

8 Educational loans 11 18.33

9 YOUNG STARS

ACCOUNT

2 3.33

10 BANK@CAMPUS 0 0

11 Toll free -Tele service 2 3.33


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I n t e r p r e t a t i o n

It is clear from the above table that majority of the respondent are aware of the

traditional bank products i.e. savings and current accounts. Only 5% of the

respondents are aware of the "Prudential Life Insurance". Negligible percentage of

respondents has said that they know the customer care services of the bank. It can be

said that traditional products are more popular than new products.

01020304050

60708090

100

F I X S E D D E P O S I T

P r u d e n t i a l L i

f e

I n s u r a n c e

S a v i n g a c c o u n t

C u r r e n t a c c o u n t

A g r i c u l t u r a

l L o a n s

H o m e

l o a n s

V e h i c

l e l o a n s

E d u c a t i o n a

l l o a n s

Y O U N G S T A R S

A C C O U N T

B A N K @ C A M P U S

T o l l f r e e - T

e l e s e r v i c e

1 2 3 4 5 6 7 8 9 10 11

NO OF RESPONDANCE

IN %


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Table No. 2

CUSTOMER OPINION ON RATE OF INTEREST

Sr. No. Particulars Loans In % Deposites In %

1 High 01 1.66 14 23.33

2 Reasonable 49 81.66 41 68.33

3 Low 09 15.00 02 3.34

4 No answer 01 1.66 03 5.00

Interpretation

It can be said from the above table that the majority (81.66%) of respondents are

satisfied with the rate of interest on loans while 68.33% of respondents are satisfied with the rate

of interest on deposits. It seems that majority of respondents have no compliant against the rate

of interest.

0

10

20

3040

50

60

70

80

90

Loans In % Deposites In %

1 High

2 Reasonable

3 Low

4 No answer


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TABLE . 3

CONVENIENCE FOR REACHING THE BANK

Sr. No. Particulars No. of respondents In %

A Not 0 0

convenient

B Convenient 57 95

C No answer 3 5


The above table reflects that almost all the respondents except 5% have no problem to

reach the bank. It can be said that bank location is ideal.

0

10

20

30

40

50

60

70

80

90

100

Not convenient Convenient No answer

A B C

No. of respondentsIn %


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Table no. 4

EASE OF BANKS VISIBILITY AND IDENTIFICATION

Sr. No. Particulars No. Of respondents In %

1 Easy 32 53.33

2 Difficult 26 46.66

Interpretation

Nearly 40% of the respondent finds it difficult to spot the banks building as mentioned

in the table above.

0

10

20

30

40

50

60

No. Of respondents In %

1 Easy

2 Difficult


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Table no. 5

PUBLICITY THROUGH DIFFERENT MEANS

Particulars No. of respondents In %

Advertisement 0 0

Newspapers 0 0

Previous customers 57 95

Internet 3 5

Interpretation

The above table depicts that 95% of respondents have come across to bank through previous

customer while negligible that is 5% of customers have voted for Internet and no one responded

to advertisement or newspapers. It shows that bank still now relies on traditional means of

promotional activities.

0102030405060708090

100

A d v e r t i s e m e n t

N e w s p a p e r s

P r e v i o u s c u s t o m e r s

I n t e r n e t

1 2 3 4

No. of respondents

In %


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Table No. 6

SUITABILITY OF WORKING HOURS

Sr. no. Particulars No. of respondents In %

A Suitable 60.00 100.00

B Not Suitable 00.00 000.00

Interpretation

The above table shows that no respondent faces any problem concerning the banks

working hours.

0

20

40

60

80

100

120

No. of respondents In %

A Suitable

B Not Suitable


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Table No. 7

REASONS FOR MAINTAINING ACCOUNTS AT THE BANK

Interpretation

Majority i.e. 46.66% of respondents have stated that the reason for maintaining the

account at the bank is that they knows the staff member, while 31.66% have stated closure to

resident and negligible % have favored for satisfactory services, nationalized banks. It is clear

that personal contacts with staff members contributes largely to increase consumer market.

05

10152025303540

45

C l o s u r e t o r e s i

d e n t

S u i t a b

l e t i m i n g

S a t i s f a c t o r y s e r v i c e s

K n o w s t h e s t a f

f

m e m

b e r

N a t i o n a

l i z e d

b a n k

F r i e n d s

h a v i n g

a c c o u n t a t

b a n k

1 2 3 4 5 6

No. of respondents

In %


1 Closure to

resident

19 31.66

2 Suitable timing 00 00.00

3 Satisfactory

services

07 11.66

4 Knows the staff

member

25 41.66

5 Nationalized bank 08 13.33

6 Friends having

account at bank

01 01.66


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Table no. 8

COMMUNICATION OF VARIOUS SCHEMES


1 Communicated 56 93.66

2 Not 0 0communicated

3 Sometimes 4 6.66

Interpretation

As shown in the above table 93.66% of respondents states that they are communicated

with different means like notices, leaflets etc.No doubt majority of respondents are satisfied.

Table no. 9

0

10

20

30

40

50

60

70

80

90

100

1 2

Sr. no. Particulars

1 Communicated

2 Not

2 communicated

3 Sometimes


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BANKING ENVIRONMENT AND PREMISES

Sr.no. particulars No. of respondents In %

1 Yes 60 100.00

2 No 00 000.00

Interpretation

All the customers are satisfied by the bank surroundings and premises. Bank located in

main market of kavathe mahankal. Thats why customer feel eace banking.

Table No. 10

0

20

40

60

80

100

120


1 Yes

2 No


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EASE OF ACCESS TO SLIPS

Sr. no. Particulars No. of

respondents

In %

A Yes 58 96.66

B No

C Sometimes 02 03.33

Interpretation

Almost all the respondents except 3.33% states that the different slips are easily available

in the bank. Slips are very good represented.

Table No. 11

0

20

40

60

80

100

120

Yes No Sometimes

A B C

No. of

In %


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EASE OF IDENTIFICATION OF COUNTERS


A Yes 60 100.00

B No 00 000.00

Interpretation

All the respondents have voted that the different counters in the banks are easily

identifiable. Banks security guard tells where the counter is.

Table No. 12

ADEQUACY OF PARKING FACILITY

0

20

40

60

80

100

120


A Yes

B No


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A Adequate 00 000

B Not adequate 60 100

Interpretation

All the respondents are not satisfied by the parking facilities made available by the bank as

shown in the above table. There is not sufficient space for parking.

T a b l e N o . 1 3

TIME TAKEN TO SANCTION A LOAN

0

20

40

60

80

100

120


A Adequate

B Not adequate


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A Less than two days 00 00.00

B 2-5 days 52 86.66

C 5-10 days 08 13.33

D More than 10 days 00 00.00


Majority of respondents finds that the time taken to sanction a loan is between 2-5 days

while negligible i.e. 13.33% of respondents finds it between 5-10 days. It can be said that the

time taken, in general, to sanction a loan is 2-5 days.

Table no. 14

TIME TAKEN TO DEPOSIT THE CASH

0

10

20

30

40

50

60

70

80

90

100

Less thantwo days

2-5 days 5-10 days More than10 days

A B C D

No. of respondents

In %


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Particulars No. ofrespondents

In %

Two minutes 56 93.33

2-5 minutes 4 6.66More than 5

minutes0 0

Interpretation

The above table shows that 93.33% of respondents states that the time taken for

depositing the cash is about two minutes and negligible percentage favors 2-5 minutes.

T a b l e N o . 1 5

TIME TAKEN TO CREDIT ACCOUNT AFTER DEPOSITING LOCAL CHEQUE.

0

10

20

30

4050

60

70

80

90

100

Two minutes 2-5 minutes More than 5minutes

No. of respondents

In %


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Interpretation

The above table shows that the time taken by the bank to get money credited

to the account after depositing local cheque is less than two days as 85.00% of

respondents states it and about 15 % of respondent finds that it takes 2-5 days.

0

10

20

30

40

5060

70

80

90

Less than two days 2-5 days More than 5 days

A B C

No. of respondents

In %


A Less than two days 51 85.00

B 2-5 days 09 15.00

C More than 5 days 00 00.00


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BANKS RESPONSE TO CUSTOMERS ENQUIRIES


1 Satisfied 57 95.00

2 Not satisfied 00 00

3 No answer 03 5.00

Interpretation

It is clearly mentioned in the above table that 95% of respondents feels thattheir enquiries are treated satisfactory while 5% have no answer to it.

Table No. 18

CUSTOMER OPINION ON PROCESSING TIME

0

10

20

30

40

50

60

70

80

90

100

Satisfied Not satisfied No answer

1 2 3

No. of respondents

In %


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Sr. no. Particulars No. ofrespondents

In %

A Very fast 0 0

B Fast 0 0C Reasonable 49 81.66

D Slow 11 18.33

E Very slow 0 0

Interpretation

The above table reflects that 81.66% of respondent have stated the processing time of

the bank is normal while 18.33% of respondent are not satisfied. It is the area of the bank should

improve.

T a b l e n o . 1 9

0

10

20

30

40

5060

70

80

90

V e r y

f a s t

F a s t

R e a s o n a b

l e

S l o w

V e r y s l o w

A B C D E

No. of respondents

In %


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BANK'S RESPONSE TO CUSTOMER'S SUGGESTIONS

Sr. no. Particulars No. Of respondents In %

A Satisfied 56 93.33

B Not satisfied 00 00.00

C No answer 04 06.66


Majority i.e. 93.33% of customers thinks that there suggestions are treated timely while

6.66% of customers have no answer

Table 20

STAFF'S CO-OPERATION TO CUSTOMERS

0

10

20

30

40

50

60

7080

90

100

Satisfied Not satisfied No answer

A B C

No. Of respondents

In %


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Particulars No. of respondents In %

Co-operative 55 91.66

Not cooperative 0 0

No answer 5 8.33

Interpretation

It is clear from the above table that the bank staff is co-operative as 91.66 % of

respondents stated that the staff is co-operative while 8.33% respondents have no

answer.

T a b l e N o . 2 2

CONSUMER OPINION ABOUT BANK

0

1020

30

40

50

60

70

80

90

100

Co-operative Not co operative No answer

No. of respondents

In %


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1 Excellent 27 45.00

2 Good 24 40.00

3 Reasonable 09 15.00

4 Bad 00 00.00

5 Worst 00 00.00


The preceeding table throws light on the fact that majority of the respondent are fully

satisfied by the bank, as 45% of respondents rate it excellent, 40% good and 15% rate it

reasonable

05

1015202530

35404550

E x c e

l l e n t

G o o

d

R e a s o n a b

l e B a

d

W o r s t

1 2 3 4 5

No. of respondents

In %


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\

CHAPTER V

FINDINGS AND SUGGESTIONS

FINDINGS

1) The traditional products are more popular where as negligible number of

respondents are aware of innovative products like "Pr", "Gift Cheque" etc.

[Reference Table No. 1]


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2) Negligible percentage of customers is aware of the customer care services provided

by the bank. [Reference Table No. 1]

3) Nearly 50% of respondents find it difficult to spot the bank building. [Reference

Table No.

4) Bank timing is not a matter of concern for any of the respondent. [Reference Table

No.6]

5) Location of the bank and personal contacts with staff are the major reasons stated

by the consumers for maintaining accounts at the bank. [Reference Table No.7]

6) Sizeable customers feel that the processing time taken by the bank is not

worthwhile. [Reference Table No. 19]

7) Mouth publicity contributes the major part of the banks promotional means; the

modern means are either ineffective or not used by the bank. [Reference Table No.5]

8) Majority of customers are satisfied with the bank. [Reference Table No.22]

SUGGESTIONS

1] The bank should extensively advertise their innovative products through local news-papers

and radio to reach the concerned market segment.


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2] The bank should use different colour scheme for the building for visibility and should have a

digital board.

3] The bank should heavily advertise the fact that, it is a national bank to create a vote of trust in

market.

4] The bank should use electronic media to reach larger section of market.

5] The bank should arrange meetings at least once in a year with customers to share their views

and suggestions.

6] The processing time taken for different transactions should be reduced considerably through

reducing the unnecessary steps in the transactions and by extending the working hours of the

bank.

7] The bank should distribute the brouchers containing information of the customer

care services like railway ticket booking, toll-free tele services etc. to create

awareness about it among the customers

8] The bank should be fully computerized to provide the sophisticated services to the

customers.


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BIBLIOGRAPHY AND QUESTIONAIRE

BIBLIOGRAPHY

1) Marketing of financial services

By A. K. Avdhani.


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2) Marketing of Banking Services

By Rajeev K. Seth.

3) Magazines, Annual reports of Syndicate bank.

4) Internet


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A STUDY OF MARKETING OF BANKING SERVICES WITH SPECIAL REFERENCE

TO SUNDICALE BANK

QUESTIONAIRE

A] Personal Information

1] Name

2] Age

3] Occupation

4] Education

5] Annual Income

B] Products

1] Are you aware of the following deposit schemes?

A] Term deposits

B] Synd Arogya scheme

C] Savings account

2] Are you aware of the following loan schemes?

A] Agricultural loans

B] Home loans

C] Vehicle loans

D] Educational loans

3] Are you aware of the following customer care Services?

A] Railway booking

B] Complaint redresser system

C] Toll free tele services

4] Are you satisfied with the range of products made available to you?


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A] Yes

B] No

C] To some extent

C] Price

1] Whether you are aware of the rate of interest on loans and deposits?

A] Yes

B] No

2] How would you rate the rate of interest on loans and Deposits?

Loans Deposits

A] High A] High

B] Reasonable B] Reasonable

C] Low C] Low

D] No answer D] No answer

D] Place

1] How did you travel to the bank?

A] Bus/Auto

B] Own Vehide

C] Walking

2] Do you find any difficulty to reach the bank?

1] Yes

2] No

3] Sometimes

3] Dons the location is easily visible and convenient to identify?


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1] Yes

2] No

E] Promotion1] Generally how did you have the idea of syndicate bank?

A] Advertisement

B] Newspapers

C] Previous Customer

D] Any other Please spicily

2] Why do you prefer to maintain account at this bank?

A] Closure to residence

B] Satisfactory services

C] Satisfactory Services member personally

D] Any other please specify

3] Are the present working hour suitable to you

A] Yes

B] No

4] Whether the notice, leaflets, broachers are regularly made available to you?

A] Yes

B] No

C] Sometimes

F] Physical Evidence

1] Whether the bank surrounding are maintained neatly

A] Yes

B] No

2] Whether all the slips are kept for easy access?


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A] Yes

B] No

C] Sometime

3] Whether the parking facilities for vehicles are adequate?

A] Yes

B] No

C] No answer

4] Whether the counter in the bank are easily identifiable?

A] Yes

B] No

5] Whether the seating arrangements are adequate

A] Yes

B] No

G] Process

1] Generally, how long does it takes to sanction a loan?

A] 2 days

B] 2-5 days

C] More than 10 days

2] How long does it takes to deposit cash?

A] 2 minutes

B] 2-5mints

C] More than 5 days


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3] How long does it takes to get money credited to your account after submitting

a local cheque?

A] Less than 2 days

B] 2 to 5 days

C] More than 5 days

4] Whether the slip and withdrawing or depositing cash is difficult to understand?

A] Yes

B] No

5] How would you rate the processing time taken for transaction by the bank?

A] Very fast

B] Fast

C] Reasonable

D] Slow

E] Very slow

6] Are you satisfied with the complaint Redressal machinery of the bank?

A] Yes

Bl No

H] People

1] Whether your inquiries are treated satisfactorily?

A] YesB] No

C] Sometimes

2] Whether your suggestions are attained timely?


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A] Yes

B] No

C] Sometimes

3] Does the employees help you to complete the proceeding of transactions?

A] Yes

B] No

C] Sometimes

4] How would you rate the overall behavior of staff ?

A] Polite

B] Reasonable

C] Not-co-operative

I] How would you rate the overall bank

A] Excellent

B] GoodC] Reasonable

D] Bad

E] Worst

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