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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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RESEARCH 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 the
marketing 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 are
empathetic 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, the
core 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 corporate 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 banking 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 Client
Group
Mrs.Shikha
Sharma
SGM-Personal
financial
Services
Mr.M.J.Subbaiah
SGM-Growth
Client Group
Mr.Arvind
Joshi
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-Corporate
Marketing
Mr.R.Karunan
GM-Oil & Gas
Mrs.Chanda Kochhar
GM-MCG
Mr.A. Mukerji
GM-Infrastructure Group, Struched
Products, Advisory Services
Dr.Nachiket Mor
GM-Treasury
(Investment-Economic
Research
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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 annual
statements
SAVINGS ACCOUNTS
Convenience is the name of the game with ICICI banks 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 to
all 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
.
N
o.
Particulars Three months ended Six months ended Year
ended
Septemb
er
30, 2011
June
30, 2011
Septemb
er
30, 2010
Septemb
er
30, 2011
Septemb
er
30, 2010
March
31, 2011
(Unaudit
ed)
(Audited
)
(Audited
)
(Audited
)
(Audited
)
(Audited
)
1. Interest
earned
(a)+(b)+(c)+
8,157.62 7,618.52 6,309.10 15,776.1
4
12,121.6
4
25,974.0
5
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(d)
a)
Interest/disc
ount on
advances/bill
s
5,380.74 4,935.13 3,949.17 10,315.8
7
7,727.70 16,424.7
8
b) Income on
investments
2,344.98 2,251.03 1,916.13 4,596.01 3,574.68 7,905.19
c) Interest on
balances
with Reserve
Bank of
India
and other
inter-bank
funds
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. Other
income
1,739.55 1,642.89 1,577.93 3,382.44 3,258.44 6,647.90
3. TOTAL
INCOME
(1)+(2)
9,897.17 9,261.41 7,887.03 19,158.5
8
15,380.0
8
32,621.9
5
4. Interest
expended
5,651.18 5,207.60 4,104.72 10,858.7
8
7,926.21 16,957.1
5
5. Operating
expenses
(e)+(f)+(g)
1,892.24 1,819.78 1,570.37 3,712.02 3,053.86 6,617.25
e) Employee
cost
842.70 732.85 624.26 1,575.55 1,199.85 2,816.94
f) Direct
marketing
expenses
36.22 33.62 35.48 69.84 71.29 157.03
g) Other
operating
1,013.32 1,053.31 910.63 2,066.63 1,782.72 3,643.28
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expenses
6. TOTAL
EXPENDIT
URE (4)+(5)
(excluding
provisions
and
contingencie
s)
7,543.42 7,027.38 5,675.09 14,570.8
0
10,980.0
7
23,574.4
0
7. OPERATIN
G PROFIT
(3)-(6)
(Profit
before
provisions
and
contingencie
s)
2,353.75 2,234.03 2,211.94 4,587.78 4,400.01 9,047.55
8. Provisions
(other than
tax) and
contingencie
s
318.79 453.86 641.14 772.65 1,438.96 2,286.84
9. Exceptional
items
.. .. .. .. .. ..
1
0.
PROFIT/(L
OSS) FROM
ORDINARY
ACTIVITIE
S
BEFORE
TAX (7)-(8)-
(9)
2,034.96 1,780.17 1,570.80 3,815.13 2,961.05 6,760.71
1
1.
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) Deferred
tax
adjustment
(12.71) (79.06) (160.57) (91.77) (311.40) (531.78)
1
2.
NET
PROFIT/(L
OSS) FROM
ORDINARY
ACTIVITIE
S
AFTER
TAX (10)-
(11)
1,503.19 1,332.20 1,236.27 2,835.39 2,262.25 5,151.38
1
3.
Extraordinar
y items (net
of tax
expense)
.. .. .. .. .. ..
1
4.
NET
PROFIT/(L
OSS) FOR
THE
PERIOD
(12)-(13)
1,503.19 1,332.20 1,236.27 2,835.39 2,262.25 5,151.38
1
5.
Paid-up
equity share
capital (face
value Z 10/-)
1,152.47 1,152.18 1,150.83 1,152.47 1,150.83 1,151.82
1
6.
Reserves
excluding
revaluation
reserves
57,448.4
5
55,308.1
4
52,824.0
2
57,448.4
5
52,824.0
2
53,938.8
3
1
7.
Analytical
ratios

i) Percentage
of shares
held by
.. .. .. .. .. ..
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Government
of India
ii) Capital
adequacy
ratio
18.99% 19.57% 20.23% 18.99% 20.23% 19.54%
iii) Earnings
per share
(EPS)

a) Basic EPS
before and
after
extraordinar
y
items, net of
tax expense
(not
annualised
for
three
months/six
months)(in
Z)
13.05 11.56 10.91 24.61 20.11 45.27
b) Diluted
EPS before
and after
extraordinar
y
items, net of
tax expense
(not
annualised
for
three
months/six
months)(in
Z)
13.00 11.51 10.86 24.51 20.03 45.06
1 NPA Ratio'
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8. i) Gross non-
performing
advances(net
of write-off)
10,021.2
5
9,982.76 10,141.1
6
10,021.2
5
10,141.1
6
10,034.2
6
ii) Net non-
performing
advances
2,183.77 2,302.52 3,145.23 2,183.77 3,145.23 2,407.36
iii) % of
gross non-
performing
advances(net
of write-
off) to gross
advances
4.14% 4.36% 5.03% 4.14% 5.03% 4.47%
iv) % of net
non-
performing
advances to
net
advances
0.93% 1.04% 1.62% 0.93% 1.62% 1.11%
1
9.
Return on
assets
(annualised)
1.41% 1.30% 1.31% 1.36% 1.23% 1.35%

2
0.

Public
shareholding

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)
Percentage
of
shareholding
100 100 100 100 100 100
2
1.
Promoter
and
promoter
group

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shareholding
i)
Pledged/enc
umbered

a) No. of
shares
.. .. .. .. .. ..
b)
Percentage
of shares (as
a % of the
total
shareholding
of promoter
and
promoter
group)
.. .. .. .. .. ..
c)
Percentage
of shares (as
a % of the
total share
capital of the
Bank)
.. .. .. .. .. ..
ii) Non-
encumbered

a) No. of
shares
.. .. .. .. .. ..
b)
Percentage
of shares (as
a % of the
total
shareholding
of promoter
and
promoter
.. .. .. .. .. ..
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group)
c)
Percentage
of shares (as
a % of the
total share
capital of the
Bank)
.. .. .. .. .. ..











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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 also
differentiates 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, by
displaying 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 services, 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 be
stored 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 phrases
to 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 product
must 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 them
is 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.








0
10
20
30
40
50
60
70
80
90
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
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o
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t
A
g
r
i
c
u
l
t
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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
30
40
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



I n t e r p r e t a t i o n
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 respondents
In %
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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.
0
10
20
30
40
50
60
70
80
90
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.
0
5
10
15
20
25
30
35
40
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 %
Sr. no. Particulars 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

Sr. no. Particulars No. of respondents In %
1 Communicated

56 93.66
2 Not 0 0
communicated
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
No. of respondents In %
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

Sr. no. Particulars No. of respondents In %
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
No. of respondents In %
A Yes
B No
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Sr. no. Particulars No. of respondents In %
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 No . 1 3
TIME TAKEN TO SANCTION A LOAN

0
20
40
60
80
100
120
No. of respondents In %
A Adequate
B Not adequate
[Type here]

[Type here]

Sr. no. Particulars No. of respondents In %
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



I n t e r p r e t a t i o n
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 than
two days
2-5 days 5-10 days More than
10 days
A B C D
No. of respondents
In %
[Type here]

[Type here]

Particulars No. of
respondents
In %
Two minutes 56 93.33
2-5 minutes 4 6.66
More than 5
minutes
0 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 No . 1 5

TIME TAKEN TO CREDIT ACCOUNT AFTER DEPOSITING LOCAL CHEQUE.
0
10
20
30
40
50
60
70
80
90
100
Two minutes 2-5 minutes More than 5
minutes
No. of respondents
In %
[Type here]

[Type here]



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.


i o n
0
10
20
30
40
50
60
70
80
90
Less than two days 2-5 days More than 5 days
A B C
No. of respondents
In %
Sr. no. Particulars 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
[Type here]

[Type here]

Table No. 16

DIFFICULTY TO FILL THE SLIPS
Sr. no. Particulars No. of
respondents
In %
A Yes 0 0
B No 60 100



Interpretation
It is clear from above table that none of the respondent finds it difficult to fill different slips
provided by the bank. Bank keep simple way for filling slips.





Table No. 17
0
20
40
60
80
100
120
No. of respondents In %
A Yes
B No
[Type here]

[Type here]

BANKS RESPONSE TO CUSTOMERS ENQUIRIES
Sr. no. Particulars No. of respondents In %
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 that
their 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 %
[Type here]

[Type here]

Sr. no. Particulars No. of
respondents
In %
A Very fast 0 0
B Fast 0 0
C 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
50
60
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 %
[Type here]

[Type here]

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



I n t e r p r e t a t i o n
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
70
80
90
100
Satisfied Not satisfied No answer
A B C
No. Of respondents
In %
[Type here]

[Type here]

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 No . 2 2
CONSUMER OPINION ABOUT BANK

0
10
20
30
40
50
60
70
80
90
100
Co-operative Not co-operative No answer
No. of respondents
In %
[Type here]

[Type here]

Sr. no. Particulars No. of respondents In %
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



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






0
5
10
15
20
25
30
35
40
45
50
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 %
[Type here]

[Type here]

\

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]

[Type here]

[Type here]

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.

[Type here]

[Type here]

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.






[Type here]

[Type here]




BIBLIOGRAPHY AND QUESTIONAIRE



BIBLIOGRAPHY
1) Marketing of financial services
By A. K. Avdhani.
[Type here]

[Type here]

2) Marketing of Banking Services
By Rajeev K. Seth.
3) Magazines, Annual reports of Syndicate bank.
4) Internet
[Type here]

[Type here]

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?
[Type here]

[Type here]

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?
[Type here]

[Type here]

1] Yes
2] No
E] Promotion
1] 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?
[Type here]

[Type here]

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



[Type here]

[Type here]

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] Yes
B] No
C] Sometimes




2] Whether your suggestions are attained timely?
[Type here]

[Type here]

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] Good
C] Reasonable
D] Bad
E] Worst