1

SRI SAI UNIVERSITY PALAMPUR

A
SUMMER TRAINING PROJECT
REPORT
ON
CONSUMERS PERCEPTIONS ON KCC BANK LTD.

at KCC Bank Ltd.

IN PARTIAL FULLFILLMENT FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION (BATCH 201214)

Submitted To: Submitted By:
Mr. Karan Arju Sharma
Assistant Prof. MBA 3
rd
Sem.
Sri Sai University Roll No. 612012015
Palampur. Sri Sai University
Palampur.



2





DECLARATION

I hereby declare that I have carried out Summer Training Project on the topic
entitled Consumers Perception on KCC Bank in Branch Office Nagri
(Palampur).

I further declare that this project work is based on my original work and no
part of this project has been published or submitted to anybody.


Arju Sharma
Reg. No. 612012015











3









ACKNOWLEDGEMENT

I Arju, MBA Student in SRI SAI UNIVERSITY PALAMPUR, is highly
grateful to all those who guided me in completing this project.

First of all, I would like to pay my heartiest thanks to entire staff of KCC
BANK especially Mr. O P Mehta, Branch manager, who provided me such a
wonderful opportunity to do Summer Training and provided their valuable
suggestions in understanding the work of Research Project.

I would also like to thank Mr. Karan for his guidance and
encouragement throughout my work.

Last but not the least, I would like to thank all faculty of management who
gave me the useful tips and suggestions regarding project.

Arju Sharma


4


PREFACE


The present era is undoubtedly a management era. Management is an
important function in any organization. A management is one of the most
important fields which are widely used in every stage of life. The effective
management can be achieved only by effective management training and
developing skill to understand the organizational level this project work is a
part of the course of MBA and was done at KCC Consumer Perceptions.
This project is prepared on the basis of awareness of KCC Consumer
Perceptions in market and understanding the requirement of proper guidance
to customers.
KCC offers loans for homes-for buying or constructing your home, refinance
a Consumer Perception availed from other institutions or even to extend or
improve your existing home. This project helps me to better understanding of
market and financial products and their benefits.
Now I am feeling the great pleasure in delivering this project because of a
better skill of handling the situation and customer understanding.




5



INDEX
5. Data analysis and interpretation 39-49
6.
CONCLUSION AND RECOMMENDATION
50-52
Annexure-I (Questionnaire ) 53-56
Annexure-II (Bibliography) 57-58






Sr.
No
Chapter
No.
Topic Page
No.
I Acknowledgement 4
II Preface 5
III Executive summary 7-8
1. Company profile 9-26
2. Review of literature 28-32
3. Need, scope and research methodology 33-36
4. Objective of the study 37-38
6

EXECUTIVE SUMMARY

I have done my Summer Internship Project from KCC BANK
NAGRI(PALAMPUR). During my Summer Internship Project; I
implemented many concepts of marketing in the real life situation.
This project work helped me to apply theoretical knowledge into practical
aspects on collected data which was a worthy experience and during the
discussion with company guide I realized that how important the project
report is for the company and me. I also realized how teamwork, goal
orientation and managing interpersonal relationships are integral part of
professional life; therefore this will definitely help me to develop qualities
required for executive. In addition, I understood products of my company and
its targeted customers. Also I got information what are the basic categories of
bank products.
The customers which were not aware about the scheme says that KCC bank
should improve their promotional area through different media like T.V.
radio. Print media, and through IMC (Integrated Marketing Approach) and
most of them votes for IMC. More than 80% of the customers were satisfied
with location and condition of the Bank and more than 50% were satisfied
with the process of disbursement, but maximum of the customers were
dissatisfied with the behavior of the employees, they give suggestions to that
the KCC Bank employees should change and improve their behavior towards
their customers, from my findings I found that this behavior of employees is
due to daily routine work load from which they got stressed. I recommend the
7

bank to change the location of the employees from one branch to another and
give them more and more incentives and also to employ more employees from
which work load gets less and the employees will not feel any pressure and
they will not feel any stress. Most of the customers choose KCC Bank because
of simple procedures and more number of branches and the interest rates
regarding their business was suitable according to them. Most of the
customers rank good about KCC bank.
The main purpose of this project work is to analyze the customer
relationship management services provided by the KCC bank and to check
the level of satisfaction, towards this service, among the customers. Consumer
perception has become challenging issue for every financial institution as
every organization is trying to provide services superior to the competitors.
We did our research at the KCC bank, branch Kangra and the
information we received there, along with the secondary research, helped us
in strengthening our knowledge base regarding the topic.
A questionnaire was chosen as a data gathering tool because given the
time and cost restraints, this proved to be the most effective method. Each of
us verbally administered the questionnaire to the customers and recorded the
responses.
In general customers give the following suggestions like customized
products, more number of counters, improvement in employee behavior,
provision of new schemes, use of IT and to improve the promotional area.
Most of the customers were satisfied with the overall services of the bank and
todays scenario they recommend to choose KCC bank.

8


CHAPTER NO-1
COMPANY PROFILE







9

COMPANY PROFILE

The Kangra Cooperative Bank Ltd. started in a very humble way as a small
Thrift/Credit Society in March, 1960 by a few friends of Distt. Kangra of
Himachal to help out the people of Himachal residing in Delhi to uplift their
economic conditions and tide over the financial hardships. Dedication,
sincerity and honesty of these members/associates brought rich fruits and this
Thrift/Credit Society grew up into a big society within twelve years after its
formation and successful running was converted into a primary urban
Cooperative Bank in 1972 by RBI and was permitted to carry out banking
activities including acceptance of deposits from public (non-members) by
opening their Saving, Current and RD A/cs.

Twenty three years there from in June 1995 it was granted a license to carry
out the banking business by the Reserve Bank of India . Thereafter, it was
granted license to open branches and consequently six more branches were
added in February, May, December 1996, June 1998 ,October 2008 and the
last one in July 2009. In may 1970 it purchased Paharganj building and
reconstructed the same in 1993. In october, 1997 it purchased the present
premises at Janakpuri to set up administrative and HO. Central accounts and
Personnel department are functioning from this building. It has a board
meeting room. One branch also function here. The main branch along with
its service branch, arbitration and recovery department is situated in its own
three storied building at Paharganj. It purchased another Building in April
2008 At Jagatpuri where its one of the existing Branches has already been
functioning.



10



PROMOTER



KCC is India's premier housing finance company and enjoys an impeccable
track record in India as well as in international markets. , the Corporation
has maintained a consistent and healthy growth in its operations to remain the
market leader in mortgages. Its outstanding loan portfolio covers well.
over a million dwelling units. KCC has developed significant expertise in
retail mortgage loans to different market segments and also has a large
corporate client base for its housing related credit facilities. With its
experience in the financial markets, a strong market reputation, large
shareholder base and unique consumer franchise, KCC was ideally positioned
to promote a bank in the Indian environment.
















11




MISSION

KCC Banks began operations in 1995 with a simple mission to be a World
Class Indian Bank. We realized that only a single-minded focus on product
quality and service excellence would help us get there. Today, the bank is on
the way towards that goal. It is extremely gratifying that its efforts towards
providing customer convenience have been appreciated both nationally and
internationally.

The banks aim is to build a sound customer franchise across distinct
businesses so as to be the preferred provider of banking services in the
niche segments that the bank operates in and to achieve healthy growth
in profitability, consistent with the banks risk appetite.



BUSINESSES

KCC Bank offers a wide range of commercial and transactional banking
services and treasury products to wholesale and retail customers. The bank
has three key business segments:
12


WHOLE SALE BANKING SERVICES
The Bank's target market ranges from large, blue-chip manufacturing
companies in the Indian corporate to small & mid-sized corporate and agri-
based businesses. For these customers, the Bank provides a wide range of
commercial and transactional banking services, including working capital
finance, trade services, transactional services, cash management, etc. The
bank is also a leading provider of structured solutions, which combine cash
management services with vendor and distributor finance for facilitating
superior supply chain management for its corporate customers. Based on its
superior product delivery / service levels and strong customer orientation, the
Bank has made significant inroads into the banking consortia of a number of
leading Indian corporates including multinationals, companies from the
domestic business houses and prime public sector companies. It is recognised
as a leading provider of cash management and transactional banking
solutions to corporate customers, mutual funds, stock exchange members and
banks.





13


RETAIL BANKING SERVICES
The objective of the Retail Bank is to provide its target market customers a
full range of financial products and banking services, giving the customer a
one-stop window for all his/her banking requirements. The products are
backed by world-class service and delivered to the customers through the
growing branch network, as well as through alternative delivery channels like
ATMs, Phone Banking, Net Banking and Mobile Banking.
The KCC Bank Preferred program for high net worth individuals, the KCC
Bank Plus and the Investment Advisory Services programs have been
designed keeping in mind needs of customers who seek distinct financial
solutions, information and advice on various investment avenues. The Bank
also has a wide array of retail loan products including Auto Loans, Loans
against marketable securities, Personal Loans and Loans for Two-wheelers. It
is also a leading provider of Depository Participant (DP) services for retail
customers, providing customers the facility to hold their investments in
electronic form.




14



CAPITAL STRUCTURE :
Financial Position as on 31st March 2009

figures in lacs
Share Capital 205.50
Funds 50352.90
Deposits 328199.81
Investment 235879.62
Loan 132823.37
Profit 4508.76
Working Capital 397383.83





TREASURY

Within this business, the bank has three main product areas - Foreign
Exchange and Derivatives, Local Currency Money Market & Debt Securities,
and Equities. With the liberalization of the financial markets in India,
corporate need more sophisticated risk management information, advice and
product structures. These and fine pricing on various treasury products are
provided through the bank's Treasury team. To comply with statutory reserve
requirements, the bank is required to hold 25% of its deposits in government
15

securities. The Treasury business is responsible for managing the returns and
market risk on this investment portfolio.



GROWTH

KCC Bank is a young and dynamic bank, with a youthful and enthusiastic
team determined to accomplish the vision of becoming a world-class Indian
bank. Our business philosophy is based on four core values - Customer Focus,
Operational Excellence, Product Leadership and People. We believe that the
ultimate identity and success of our bank will reside in the exceptional quality
of our people and their extraordinary efforts. For this reason, we are
committed to hiring, developing, motivating and retaining the best people in
the industry.Our mission is to be "a World Class Indian Bank",
benchmarking ourselves against international standards and best practices in
terms of product offerings, technology, service levels, risk management and
audit & compliance. The objective is to build sound customer franchises
across distinct businesses so as to be a preferred provider of banking services
for target retail and wholesale customer segments, and to achieve a healthy
growth in profitability, consistent With the Bank's risk appetite. We are
committed to do this while ensuring the highest levels of ethical standards,
16

professional integrity, corporate governance and regulatory compliance.Our
business strategy emphasizes the following :


Increase our market share in Indias expanding banking and financial
services industry by following a disciplined growth strategy focusing on
quality and not on quantity and delivering high quality customer service.





Leverage our technology platform and open scaleable systems to deliver
more products to more customers and to control operating costs.



Maintain our current high standards for asset quality through disciplined
credit risk management.

Develop innovative products and services that attract our targeted
customers and address inefficiencies in the Indian financial sector.

Continue to develop products and services that reduce our cost of funds.

Focus on high earnings growth with low volatility.


17





FINANCIAL POSITION


Membership 35442

Clientele other than
members
97932
Share money
16.57
crores

Reserve/Other funds

15.34
crores

Working Capital

365.63
crores

Deposits

299.27
crores

Advances

191.65
crores
Net Profit
5.47
crores

NPA

0.84%

CRAR

19.16%




18





WORK PLACE TRANSFORMATION

FIVE S PART OF KAIZEN
Focus on effective work place organization
believe in
Small changes lead to large improvement

Every successful organization have their own strategy to win the race in the
competitive market. They use some technique and methodology for smooth
running of business. KCC BANK also acquired the Japanese technique for
smooth running of work and effective work place organization.


Five S Part of Kaizen is the technique which is used in the bank for easy and
systematic work place and eliminating unnecessary things from the work
place.




19





BENEFIT OF FIVE S

It can be started immediately.
Every one has to participate.
Five S is an entirely people driven initiatives.
Brings in concept of ownership.
All wastage are made visible.

FIVE S
S-1 SORT SEIRI
S-2 SYSTEMATIZE SEITON
S-3 SPIC-N-SPAN SEIRO
S-4 STANDARDIZE SEIKETSU
S-5 SUSTAIN SHITSUKE


1. SORT:
20

It focus on eliminating unnecessary items from the work place. It is excellent
way to free up valuable floor space. It segregate items as per require and
wanted.




2. SYSTEMATIZE:

Systematize is focus on efficient and effective Storage method. That means it
identify, organize and arrange retrieval. It largely focus on good labeling and
identification practices.
Objective: A place for everything and everything in its place.


3. SPIC- n - SPAN:

Spic-n-Span focuses on regular clearing and self inspection. It brings in the
sense of ownership.

4. STANDERDIZE:

It focuses on simplification and standardization. It involves standard rules
and policies. It establish checklist to facilitate autonomous maintenance of
workplace. It assigns responsibility for doing various jobs and decides on Five
S frequency.


5. SUSTAIN:

21

It focuses on defining a new status and standard of organized work place.
Sustain means regular training to maintain standards developed under S-4. It
brings in self- discipline and commitment towards workplace organization.






HUMAN RESOURCES


The Bank continued to focus on training its employees, both on-the-job as
well as through training programs conducted by internal and external
faculty. The Bank has consistently believed that broader employee ownership
of its shares has a positive impact on its performance and employee
motivation. KCC Bank lists people as one of its stated core values. The
Bank believes in empowering its employees and constantly takes various
measures to achieve this.
Management :-



22

Sh.Rasil Singh Mankotia
Hon'ble Chairman of the Bank

Senior banking professionals with substantial experience in India and abroad
head various businesses and functions and report to the Managing Director.
Given the professional expertise of the management team and the overall
focus on recruiting and retaining the best talent in the industry, the bank
believes that its people are a significant competitive strength.

Board of Directors

Sr. No. Name of the Director Phone No.
1. Shri Rasil Singh Mankotia,
Chairman
V.P.O. Kale Amb, Tehsil & Distt.
Hamirpur ( H.P.)
9418076361(M)
2 Shri Bhagwan Dass, Vice
Chairman
VPO Sanghol, Tehsil J aisinghpur
Distt. Kangra ( H.P.).
9418187839(M)
3 Shri Desh Raj MLA, Director
Village Dah, P.O. Dah Kulara
Tehsil I ndora, Distt. Kangra
9816285008 (M)
4 Shri Ajit Paul Mahajan, Director
VPO Dohab, Tehsil Shahpur
9418489605 (M)
23

Distt. Kangra ( H.P.)
5 Shri Gurcharan Singh Thakur,
Director Village Harmittan P.O.
Nehran Pukhar Tehsil Dehra,
Distt. Kangra(H.P.)
9816258935 (M)
6 Shri J oginder Singh Guleria,
Director
VPO Dehra, Tehsil Dehra
Distt. Kangra ( H.P.)
9418085733 (M)
7 Smt. Prem Lata Thakur
Director,VPO Bhutti Colony,
Tehsil & Distt.
Kullu (H.P.)
9816002221 (M)



8 Shri Karnail Singh Rana,
Director
Village Kandi, P.O. Bhugnara
Tehsil Nurpur,Distt.
Kangra(H.P.)
9418122286 (M)
9 Shri J aid Nath Sharma Director
Village Hatli, P.O.Galore,
Tehsil Nadaun, Distt. Hamirpur
(H.P.)
9418090816 (M)
10 Shri Ramesh Chand Bhatia,
Director
Village Amtrar,P.O. Suneher
Tehsil & Distt. Kangra( H.P.)
9816250324 (M)
24

11 Shri Ranjeet Singh Rana,
DirectorVillage Bhilla,P.O.
Bachhwai
Tehsil Palampur, Distt. Kangra(
H.P.)
9816340135 (M)
12 Shri Amrit Lal Bhardwaj,
Director
Village & P.O. Dehlan, Tehsil &
Distt. Una ( H.P.)
9816031863 (M)
13 Shri Davinder Kumar, Director
VPO Charara, Tehsil Bangana,
Distt. Una ( H.P.)
9816644040 (M)
14 Shri Karan Singh Pathania,
Director
Village Bain Attarian
P.O. Kandrori, Tehsil I ndora
Distt. Kangra(H.P.)
9805366394 (M)
15 Shri Rajinder Singh Director
Village Tharass,P.O. Hurla
Tehsil & Distt. Kullu ( H.P.)
9418060287 (M)



TECHNOLOGY

25

KCC Bank Ltd. operates in a highly automated environment in terms of
information technology and communication systems. All the bank's branches
have online connectivity, which enables the bank to offer speedy funds
transfer facilities to its customers. Multi-branch access is also provided to
retail customers through the branch network and Automated Teller Machines
(ATMs). The Bank has made substantial efforts and investments in acquiring
the best technology available internationally, to build the infrastructure for a
world class bank. The Bank's business is supported by scalable and robust
systems which ensure that our clients always get the finest services we offer.
The Bank has prioritized its engagement in technology and the internet as one
of its key goals and has already made significant progress in web-enabling its
core businesses. In each of its businesses, the Bank has succeeded in
leveraging its market position, expertise and technology to create a
competitive advantage and build market share.




KCC BANk Ltd. business strategy emphasizes the following:


Increase market share in Indias expanding banking and financial
services industry by following a disciplined growth strategy focusing on
quality and not on quantity and delivering high quality customer service.
Leverage our technology platform and open scaleable systems to deliver more
products to more customers and to control operating costs. Maintain current
high standards for asset quality through disciplined credit risk
management.Develope innovative products and services that attract the
26

targeted customers and address inefficiencies in the Indian financial sector.
Continue to develop products and services that reduce banks cost of funds.
Focus on high earnings growth with low volatility.





2.2 PRODUCT SCOPE:

KCC Bank Ltd. offers a bunch of products and services to meet the every
need of the people. The company cares for both, individuals as well as
corporate and small and medium enterprises. For individuals, the company
has a range accounts, investment, and pension scheme, different types of loans
and cards that assist the customers. The customers can choose the suitable one
from a range of products which will suit their life-stage and needs. For
organizations the company has a host of customized solutions that range from
funded services, Non-funded services, Value addition services, Mutual fund
etc. These affordable plans apart from providing long term value to the
employees help in enhancing goodwill of the company. The products of the
company are categorized into various sections which are as follows:

Accounts and deposits.
Loans.
Investments and Insurance.
Forex and payment services.
Cards.
27

Customer center.









PRODUCTS AND SERVICES AT A GLANCE


1. PERSONAL BANKING SERVICES

A. Accounts & Deposits

Savings Account

Regular Savings Account
Savings Plus Account
Savings Max Account
Senior Citizens Account
No Frills Account
Institutional Savings Account
Payroll Salary Account
Classic Salary Account
Regular Salary Account
Premium Salary Account
Defence Salary Account
Kid's Advantage Account
28

Pension Saving Bank Account
Family Savings Account
Kisan No Frills Savings Account
Kisan Club Savings Account

Current Account
Plus Current Account
Trade Current Account
Premium Current Account
Regular Current Account
Apex Current Account
Max Current Account
Reimbursement Current Account

Fixed Deposit
Regular Fixed Deposit
Super Saver Account
Sweep-in Account
Recurring Deposit
Demat Account
Safe Deposit Locker

B. Loans
Personal Loans
Home Loans
29

Two Wheeler Loans
New Car Loans 33333
Used Car Loans
Overdraft against Car
Express Loans
Loan against Securities
Loan against Property
Commercial Vehicle Finance
Working Capital Finance
Construction Equipment Finance


C. Investments & Insurance
Mutual Funds
Insurance
Bonds
Financial Planning
Knowledge Centre
Equities & Derivatives
Mudra Gold Bar


D. Forex Services
Trade Finance
Travelers Cheques
30

Foreign Currency Cash
Foreign Currency Drafts
Foreign Currency Cheque Deposits
Foreign Currency Remittances
Forex Plus Card


E. Payment Services
Net Safe
Prepaid Refill
Bill Pay
Direct Pay
Visa Money Transfer
E-Monies Electronic Funds Transfer
Excise & Service Tax Payment

F. Access Your Bank - One View
Insta Alerts
Mobile Banking
ATM
Phone Banking
Branch Network

G. Cards
Silver Credit Card
31

Gold Credit Card
Woman's Gold Credit Card
Platinum plus Credit Card
Titanium Credit Card
Value plus Credit Card
Health plus Credit Card
KCC Bank Idea Silver Card
KCC Bank Idea Gold Card


2. WHOLESALE BANKING SERVICES
Funded Services
Non Funded Services
Value Added Services
Internet Banking
Clearing Sub-Membership
RTGS sub membership
Fund Transfer
ATM Tie-ups
Corporate Salary a/c
Tax Collection
Financial Institutions
Mutual Funds
Stock Brokers
Insurance Companies
32


3. NRI BANKING SERVICES
Rupee Saving a/c
Rupee Current a/c
Rupee Fixed Deposits
Foreign Currency Deposits
Accounts for Returning Indians
Payment Services
Net Safe
Bill Pay
Insta Pay
Direct Pay
Visa Money
Online Donation
Remittances



MILESTONES IN THE HISTORY


KCC Bank began its operations in 1960 with a simple mission to be a "World-
class Indian Bank". They realized that only a single-minded focus on product
quality and service excellence would help us get there. Today, they are proud
to say that they are well on our way towards that goal. It is extremely
gratifying that their efforts towards providing customer convenience have
been appreciated both nationally and internationally.
33











QUALITY POLICY


SECURITY: The bank provides long term financial security to their policy.
The bank does this by offering life insurance and pension products.

TRUST: The bank appreciates the trust placed by their policy holders in the
bank. Hence, it will aim to manage their investments very carefully and live
up to this trust.

INNOVATION: Recognizing the different needs of our customers, the bank
offers a range of innovative products to meet these needs.



SWOT ANALYSIS
34


STRENGTH
1. The biggest strength of Bank is Direct Banking channels. As Direct
banking channels saves time and money both as a customer does not
need to go to bank for any kind of transaction except cash withdrawal
and cash deposits all other things are done sitting any where in the
world.
2. All services or products of KCC Bank are available through direct
banking channels.
3. Free ATM, Net Banking, Mobile Banking, Phone Banking and 24 hours
services.
4. Very easy to access and use.
5. A highly personalized services provided by the bank.
6. KCCs Direct Banking channels provide real time and accurate
information.



WEAKNESS:
1. Unawareness about all Direct Banking Channels due to less
advertisement.
2. Other private banks have started direct banking channels it may put
some competition to KCC Bank in near future.
3. Resistance to Change.
35

4. One should have the knowledge of the operations of the computers
and of course the Internet.




OPPURTUNITIES:
1. Centralized banking makes easy for KCC Bank to provide
services to customers.
2. Huge market of shareholders.

THREATS:
1. Vulnerable to reactive attack by competitors.
2. Attacks of web hackers.
3. Lack of infrastructure in rural areas could constrain investment.
4. High volume / low cost market is intensely competitive.





36








CHAPTER NO-2
37

REVIEW OF
LITERATURE






Consumers Perceptions On KCC Bank

At KCC Bank, I was assigned with the topic as Consumers Perceptions on
KCC Bank for my project work. I joined the company as a Personal Banker.
The selection of the topic was to know how the company generates business
through them.

38

Personal Banker are those sources of a company who have their own relations
and personal contacts among common public that they use to generate
business through.


1.2 REASON FOR SELECTION OF THIS TOPIC:

The financial sector is one of the booming and increasing sectors in India. The
Personal Banker are one of the most powerful, efficient and effective channel
through which the company sales its various types of financial products and
company takes operational work also. It is really difficult to convince
customers and sell a single product and accomplish operational work.

Satisfied customers are central to optimal performance and financial returns.
In many places in the world, business organizations have been elevating the
role of the customer to that of a key stakeholder over the past twenty years.
Customers are viewed as a group whose satisfaction with the enterprise must
be incorporated in strategic planning efforts. Forward-looking companies are
finding value in directly measuring and tracking customer satisfaction as an
important strategic success indicator. Evidence is mounting that placing a
high priority on customer satisfaction is critical to improved organizational
performance in a global marketplace.

With better understanding of customers' perceptions, companies can
determine the actions required to meet the customers' needs. They can
identify their own strengths and weaknesses, where they stand in comparison
39

to their competitors, chart out path future progress and improvement.
Customer satisfaction measurement helps to promote an increased focus on
customer outcomes and stimulate improvements in the work practices and
processes used within the company.

When buyers are powerful, the health and strength of the company's
relationship with its customers its most critical economic asset is its best
predictor of the future. Assets on the balance sheet basically assets of
production are good predictors only when buyers are weak. So it is no
wonder that the relationship between those assets and future income is
becoming more and more tenuous. As buyers become empowered, sellers have
no choice but to adapt. Focusing on competition has its place, but with buyer
power on the rise, it is more important to pay attention to the customer.

Customer satisfaction is quite a complex issue and there is a lot of debate and
confusion about what exactly is required and how to go about it. This study is
an attempt to review the necessary requirements, and discuss the steps that
need to be taken in order to measure and track customer satisfaction.


IMPORTANCE TO THE COMPANY:

The ultimate purpose of giving me this topic was to know about the
customers perceptions about the different products of the bank, and to know
about operational process. how these products can attract them and how the
company can generate maximum profit by convincing them through personal
40

banker and to better understand customer requirement and to understand
operational methodology.


LEARNING FROM THE STUDY:

The process of bank related transaction, bank related various terms, work
environment of KCC Bank. Different products and services provided by the
bank. Customer perception about the different product and the brand image
of the bank. What are the problems faced by customer on daily basis. How to
communicate with the customers. Different techniques of dealing with the
customers. How to convince and convert a customer into a real customer.
The literature available in the field under reference is very limited in nature
and scope.The literature obtained by investigation in the form of reports of
the committees. Commissions working groups established by the Union
Government and RBI, the Research studies/articles of researchers/ bank
officials/ economists and the comments of economic analysts and news is
reviewed here in this section:
Patel and sayed (1980) of the National Institute of Banking Management made
a
valuable analysis of performance and prospects of RRBs. They also gave a
comparative
picture of performance in deposits, branch expansion and credit deployment
of the cooperative banks, commercial banks and RRBs in a specified area.
41

This was an eye opener for many researcher engaged in this field of rural
credit.
Financial Express, (1986) published a study on RRBs viability, which was
conducted by
Agriculture Finance Corporation in 1986 .The study revealed that viability of
RRBs was essentially dependent upon the fund management strategy, margin
between resources mobility and their deployment and on the control exercised
on current and future costs with advances. The proportion of the
establishment costs to total cost and expansion of branches were the critical
factors, which affected their viability. The study further concluded that RRBs
incurred losses due to defects in their systems and as such, there was need to
rectify these and make them viable. The main suggestions of the study
included improvement in infrastructure facilities and opening of branches by
commercial banks in such areas where RRBs were already in operation.
However the main limitation of the study was that its generalizations were
based on the study of the Gramin Bank Kangra.
RENDIL. (1988) conducted a study on RRBs taking a sample of 48
beneficiaries of
rural artisans in various district of kashmir under J&K Bank. In this study, it
was concluded that the beneficiaries were able to find an increase in their
income because of the finance provided by the bank
BALMI (1990) in his study on Performance and Growth of Regional Rural
Banks in Kangra found that these banks had benefited the beneficiaries in
42

raising their income, productivity, employment and use of modern practices
and rehabilitate the rural artisans
SINDHU (1993) carried out a study on the topic Growth and Performance
of RRB in kangra. On the basis of the study of all RRB of kangra, it is found
that there was an enormous increase in deposits and outstanding advances.
The researcher felt the need to increase the share capital and to ensure
efficient use of distribution channels of finance to beneficiaries.
RASIL SINGH (1996) conducted a study with the objective of analyzing the
role of Regional Rural Banks in Economic Development and revealed that
RRBs have been playing a vital role in the field of rural development.
Moreover, RRBs were more efficient in disbursal of loans to the rural
borrowers as compared to the commercial banks. Support from state
Governments, local participation, proper supervision of loans and opening
urban branches were some steps, which should be taken to make RRBs
'further efficient.
SAMEER (2002) Policies of current phase of financial liberalization have had
animmediate, direct, and dramatic effect on rural credit. There has been a
contraction in rural banking in general and in priority sector landing and
preferential landing to the poor in particular.
AJIT PAL (2004) has examined the growth and regional distribution of rural
banking over the period 1975-2002. The documents gains made by historical
underprivileged region of east, north-east, and central kangra during the
period of social and development banking. These gains were reversed in the
1990s.
43








CHAPTER
NO-3

44

NEED,SCOPE,AND
RESAERCH
METHODOLOGY




RESEARCH METHODOLOGY


Introduction and meaning

Research methodology is way to systematically solve the research problem. The
research methodology includes the various methods and techniques for
conducting a research. D. Salinger and M. Stephenson in the encyclopedia of
social sciences define research as the manipulation o things, concepts or verify
knowledge, whether that knowledge aids in construction of theory or in the
practice of an art
Research is a careul investigation or inquiry especially through search for new
facts in branch of knowledge: market research specifies information. Required
45

to address these issues: designs the method for collecting information: manage
and implements the data collecting process analyses the results and
communicates the finding and their implecations.

RESEARCH OBJECTIVES AND SCOPE OF RESEARCH PROJECT

PROBLEM DEFINATION:

Personal Banker were with good background human being and through
rigorous process of recruitment but still not able to perform up to the
expectation level of company, HR is not able to sort out the problem why the
performance is not coming even after giving the full marketing and
operational support. So there is need to study the customers perception and
attitude towards the various products and services provided by the bank.
RESEARCH: - It means search for facts, answers to questions and solutions
to problems.

RESEARCH DESIGN:

Research design constitutes the blue print for the collection, measurement and
analysis of data. The present study seeks to identify the perception of
consumers on KCC Bank in Kangra. The research design is exploratory in
nature. The research has been conducted on users within Kangra. For the
selection of the sample, convenient sampling method was adopted and an
attempt has been made to include all the age groups and gender within
different occupation.
Type of Research

46

The present study will adopt the exploratory approach wherein, there is a
need to gather large amount of information before making a conclusion.

DEVELOPING THE RESEARCH PLAN:
The data for this research project has been collected through self
Administration. Due to time limitation and other constraints direct personal
interview method is used. A structured questionnaire was framed as it is less
time consuming, generates specific and to the point information, easier to
tabulate and interpret. Moreover respondents prefer to give direct answers.





COLLECTION OF DATA:

1: SECONDARY DATA: It was collected from internal sources. The
secondary data was collected on the basis of organizational file, official
records, news papers, magazines, management books, preserved information
in the companys database and website of the company.

2: PRIMARY DATA: All the people from different profession were
personally visited and interviewed. They were the main source of Primary
data. The method of collection of primary data was direct personal interview
through a structured questionnaire.

47

SAMPLING PLAN: Since it is not possible to study whole universe, it
becomes necessary to take sample from the universe to know about its
characteristics.
Sampling Units: Different professionals. Chartered Accountants, Tax
Consultants, Lawyers, Business Man, Professionals and Students of Kangra.

Sample Technique: Random Sampling.
Research Instrument: Structured Questionnaire.
Contact Method: Personal Interview.

SAMPLE SIZE: My sample size for this project was 50 respondents. Since it
was not possible to cover the whole universe in the available time period, it
was necessary for me to take a sample size of 50 respondents.


DATA COLLECTION INSTRUMENT DEVELOPMENT: The mode of
collection of data will be based on Survey Method and Field Activity. Primary
data collection will base on personal interview. I have prepared the
questionnaire according to the necessity of the data to be collected.


LIMITATIONS OF THE STUDY

It is said, nothing is perfect and there would be few shortcoming in this
project also. Sincere efforts have been made to eliminate discrepancies as far
as possible but few would have remained due to limitation of the study.
48

Time seemed to be our most limited resource. To conduct a comprehensive
research project in a 6 week period is very difficult.
The absence of appropriate funding limited the extent of our study. With
additional financial resources, the scope of our study could have been
enlarged, resulting in a more representative study.
Interview bias could not be avoided as in case of many surveys open ended
questions involve the use of probing techniques that increase interview bias.
However, as our study did not use many open ended questions, the extent of
the bias was reduced.
It was not possible to understand thoroughly about the different marketing
aspects of the Financial Consultant within 45 days. As stipend, money was not
given it was difficult to continue the project work. All the work was limited in
some limited areas of Kangra so the findings should not be generalized. The
area of research was Kangra and it was too vast an area to cover within 45
days.











49



CHAPTER NO-4
OBJECTIVES


OBJECTIVES OF THE STUDY

The objective behind the conducting project exercise was to get useful insight
about the banking sector. I have prepared this report with some specific
objectives. The primary objective of our study is to analyze the efficiency and
effectiveness by the kcc bank. The objective of our study is as under:
PRIMARY OBJECTIVES:
50

To study the customers perception about KCC Bank.
To measure the awareness level of people regarding direct banking
channels, products offered by KCC bank.
To study brand image of the bank.
To increase the business of the bank.
SECONDARY OBJECTIVES:
To evaluate the overall satisfaction level of customers regarding
services and products offered by the bank.
To acquire new customer by convincing them and to promote the
benefits of those which are provided by the bank.
To find the different way of convincing customers.
To assess the customer contribution towards the growth of the bank
(in terms of recommendations for changes and improvements).
To determine the need and purpose of a personal banker



CHAPTER
NO-5
51

ANALYSIS AND
INTERPRETATION







QUESTION WITH ANALYSIS AND INTERPRETATION:

A questionnaire was used as the primary source of data collection and the
detailed question wise analysis of the data is given below:-

Q.1 Your Occupation?

Category No. of Respondents Percentage
Business 14 28
Profession 12 24
52

Service 18 36
Students 6 12


Interpretation From above response it can be seen that.
28% respondents Occupation is Business.
24% respondents Occupation is Profession.
36% respondents Occupation is Service.
12% respondents Occupation is Student.

Q.2 From which bank you have bank account?

28%
24%
36%
12%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Business Profession Service Student
%age
%age
53

Category No. of Respondents Percentage
KCC Bank 17 34
Others 33 66


Interpretation From above response it can be seen that
34% respondents have account with KCC bank.
66% respondents have account with others bank.




Q.3. Why you want to open an account in bank ?
34%
66%
%age
KCC Bank
Other
54


Category No. of Respondents Percentage
Efficient service 24 48
Convenient location 14 28
Acquaintance 8 16
Others 4 8


Interpretation From above response it can be seen that
From the survey we came to know that 48% people prefer services of
the bank for opening the account.

About 28% people open account in the bank for the convenient location.

26% people open account because of acquaintance with the bank
officers

0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Efficient service Convenient
location
Acquaintance Other
48%
28%
16%
8%
%age
%age
55

only 8% people open account because of other reason.




Q.4. Do you want to open an account with KCC bank?

Category No. of Respondents Percentage
Yes 12 24
No 21 42
Not Idea 17 34



Interpretation From above response it can be seen that
24%
42%
34%
%age
YES
NO
Not Idea
56

24% respondents want to open an account in KCC bank.
42% respondents does not want to open an account in KCC bank.
34% respondents are already customers of KCC bank.



Q.5. what is your perception about different products/services provided by
KCC bank?

Category No. of Respondents Percentage
Lucrative 24 48
Not Lucrative 21 42
No Idea 5 10



0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
LUCRATIVE NOT LUCRATIVE NO IDEA
48%
42%
10%
%AGE
%AGE
57


Interpretation From above response it can be seen that.
48% respondents perception about different products is lucrative.
42% respondents perception about different products is not lucrative.
10% respondents have no idea.

Q.6.Are you aware that the KCC bank provides you free phone banking & net
banking services.

Category No. of Respondents Percentage
Yes 32 64
No 18 36




64%
36%
%AGE
YES
NO
58

Interpretation From above response it can be seen that
64% respondents are aware of it.
36% respondents are not aware of it.



Q.7. Are you aware of different terms and conditions which are very much
essential to maintain an account at KCC Bank?

Category No. of Respondents Percentage
Yes 17 34
No 33 66




34%
66%
0%
10%
20%
30%
40%
50%
60%
70%
YES NO
%AGE
%AGE
59

Interpretation From above response it can be seen that.
34% respondents are familiar with different terms and conditions
which are very much essential to maintain account with the bank.
66% respondents have no idea about it.


Q.8. Is the staff of KCC bank is co-operative ?

Category No. of Respondents Percentage
Yes 34 68
No 11 22
No Idea 5 10




0%
10%
20%
30%
40%
50%
60%
70%
YES NO NO IDEA
68%
22%
10%
%AGE
%AGE
60


Interpretation From above response it can be seen that.
68% respondents believe that staff of KCC bank is co-operative.
22% respondents believe that staff of KCC bank is not co-operative.
10% respondents have no idea.

Q.9. Do you think that KCC bank provides innovative products and superior
services?

Category No. of Respondents Percentage
Yes 37 74
No 13 26




74%
26%
Sales
YES
NO
61


Interpretation From above response it can be seen that
74% respondents believe that KCC bank provides innovative products and
superior services.
26% respondents believe that KCC bank does not provide innovative
products and superior services.
Q.10. If you get opportunity in future would you like to be attached with
KCC bank ?

Category No. of Respondents Percentage
Yes 38 76
No 12 24




76%
24%
Sales
YES
NO
62


Interpretation From above response it can be seen that
76% respondents want to attach with KCC bank.
24% respondents doesnt want to attach with KCC bank.

CHAPTER
NO-6
CONCLUSION
AND
RECOMMENDATION

63







CONCLUSIONS AND RECOMMENDATION


CONCLUSIONS:

KCC Bank, the banking arm of KCC is expected to go on stream. The bank
already has good number of employees on board and is recruiting personal
banker heavily to take the headcount to many more. It is on the brim of
increasing its customers through its attractive schemes and offer.

The project opportunities provided was market segmentation and to know the
perception of prospective customers in potential geographical location and
convincing them to attract more customers so that new business opportunities
of the bank can be explored. Through this project, it could be concluded that
people are not much aware about the various products of the bank and many
of them not interested to open an account, to invest money at all. Majority of
people have more faith in public sector banks as compare to private banks.
Professionals and businessman are more attracted towards the products and
services provided by the KCC bank as compare to people in services and
students. Services was considered as unsought good which require hard core
64

selling, but in changing trend in income and people becoming financially
literate, the demand for banking sector is increasing day by day.


So, at last the conclusion is that there is tough competition ahead for the
company from its major competitors in the banking sector. Last but not the
least I would like to thank KCC Bank for giving me an opportunity to work in
the field of Marketing and Operation. I hope the company finds my analysis
relevant.

























65







RECOMMENDATION

Finally some recommendations for the company are as follows:-

To make people aware about the benefit of becoming a customer of
KCC Bank, following activities of advertisement should be done
through

1. Print Media. 2. Hoarding & Banners.
3. Stalls in Trade Fares 4. Distribution of leaflets containing details
information.

Other facilities must be provide to the customer:
The bank should provide life time valid ATM card to all its customers.
Minimum balance for savings account should be reduced from Rs 5000
to Rs 1000, so that people who are not financially strong enough can
maintain their account properly.
The company should provide a pass book to all its customers.
Make people understand about the various benefits of its products.
Company should organize the program in the society, so that people will
be aware about the company and different products of the bank.
Company should open more branches in different cities.
66



LIMITATIONS

Every work has its own limitation. Limitations are extent to which the
process should not exceed. Limitations of this project are:
The project was constrained by time limit of two months.
Mindset of people may very depending upon their age, gender, income
etc.
Getting appointment from the concern person was very difficult.
People mind set about the survey was obstacles in acquiring complete
Respondents were very busy in their schedule. So it was very time
consuming for information & positive interaction, them to answer all
the questions properly.
















67





ANNEXURE-1

QUESTINNAIRE



68








ANNEXURES



1. QUESTIONNAIRE

I am a student of Sri Sai University Palampur presently doing a project
onConsumers Perception on KCC Bank. I request you to kindly fill
the questionnaire below and I assure you that the data generated shall be kept
confidential.

Dear Sir/Madam,
Name: ..
Address: ..
Contact No :( O) (M)
City: ..................... Pin: .

1. Your Age: ____________________

2. Education Qualification.
a. Undergraduate
b. Graduate
c. Postgraduate

3. Marital Status .
69

a. Married
b. Single

4. Number Of years Are You in Kangra.
a. Less than five years
b. More than five years

5. Occupation.
a. Business
b. Profession
c. Service
d. Student

6. Your annual household income.
a. <than 2 lack
b. Between 2 to 5 lack
c. Between 5 to 8 lack
d. >than 8 lack

7. From which bank you have account?
a. KCC
b. Others

8. Why you want to open an account in bank ?
a. Efficient Service
70

b. Convinient location
c. Acquaintance
d. Others
9. What is your perception about different products and services offered by
KCC Bank?

a. Lucrative
b. Not lucrative
c. No idea

10. Do you want to open an savings account with KCC Bank?
a. Yes
b.No

11. Are you aware of that KCC Bank provide you free phone banking & net
banking services.
If you open a new savings account with KCC bank?
a. yes
b. No
12. Are you aware of different terms and conditions which are very much
essential to maintain an account at KCC Bank?
a.Yes
b.No
13. Is the staff of KCC bank is co-operative ?
a.Yes
b.No
71

14. Do you think that KCC bank provides innovative products and superior
services?
a.Yes
b.No
15. If you get opportunity in future would you like to be attached with KCC
bank?
a.Yes
b.No


Date:
Signature

Thank You












72








ANNEXURE-2

BIBLIOGRAPHY


73






BIBLIOGRAPHY

S.NO AUTHORS NAME: NAME OF THE BOOK

1. PHILIP KOTLER Marketing Management
(10
th
Edition),
2. V.S.RAMASWAMY Marketing Management
(3
rd
Edition),
3. C.R.KOTHARY Research Methodology
(2
nd
Edition),
4. S.P.KASANDE Research methodology
(3
rd
Edition),

NEWS PAPERS: Times of India
Financial Express
WEB REFERENCES
http:www.kccb.com/consumer perception_rshn.htm
http:www.mdkccb@sancharnet.in/profile/paper.htm
http:www.faculty.rsu.edu/history/mgtfayol.html
74

http:www.mr-guide.com/data/G510.htm
http:www.sancharnet.com/lo_index.htm