A ST LTD TUDY ON N BRAND AWAREN NESS OF BAJAJ C CAPITAL AT Submitted D d in partial Mast U DEPARTM SR fulfillmen ter of Bu S A.S.NA ( UNDER TH Mr. M Asst. P MENT OF RM SCHO KATTA CHEN nt of the req siness Ad Submitted By ANDA NA (35080349 HE GUID M.Mani ka Professor F BUSINE OOL OF M ANKULAT NNAI – 60 quirement dministra d ANDHA ) for the aw ward of the ation DANCE OF F andan (Sr.G) ESS ADM MINISTRA ATION MANAGE EMENT THUR, 3 203.
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A ST
LTD TUDY ONN BRAND AWARENNESS OF BAJAJ CCAPITAL
AT
Submitted
D
d in partial
Mast
U
DEPARTM
SR
fulfillmen
ter of Bu
S
A.S.NA
(
UNDER TH
Mr. M
Asst. P
MENT OF
RM SCHO
KATTA
CHEN
nt of the req
siness Ad
Submitted
By
ANDA NA
(35080349
HE GUID
M.Mani ka
Professor
F BUSINE
OOL OF M
ANKULAT
NNAI – 60
quirement
dministra
d
ANDHA
)
for the awward of the
ation
DANCE OFF
andan
(Sr.G)
ESS ADMMINISTRAATION
MANAGEEMENT
THUR,
3 203.
BONAFIDE CERTIFICATE
This Certified that Project report titled “A STUDY ON BRAND
AWARENESS OF BAJAJ CAPITAL LTD” is the bonafide work of A.S.NANDHA
NANDHA (35080349) who carried out the research under my supervision. Certified
further that to the best of my knowledge the work reported herein does not form part of
any other project report or dissertation on the basis of which a degree or award was
conferred on an earlier occasion on this or any other candidate.
ATTESTED CERTIFIED
SIGNATURE OF DEAN SIGNATURE OF GUIDE
(Dr.Jayshree Suresh) (Mr. M.Mani kandan)
Vivo-Voce Held on
EXTERNAL EXAMINER
ACKNOWLEDGEMENT
The satisfaction and euphoria that accompany the successful completion of any task
would be incomplete without mentioning the people who made it possible, whose
consistent guidance and encouragement crowned the efforts with success.
I would consider it my privilege to express my gratitude and respect to Dean
Dr. Jayshree Suresh of SRM School of Management, SRM University for giving me
an opportunity to undertake this project work.
I express my deepest sense of gratitude to the inspired guidance rendered by my project
guide. HR(Head) Mr.Rajesh of Bajaj Capital at Chennai Without his help and
assistance this project would not have seen the dawn of success.
I cannot forget the contribution of the staff of Bajaj Capital as I troubled them through
my queries at every stage of their work and I really appreciate the patience with which
they resolved my doubts amidst their busy schedule, I express my sincere thanks to all
of them.
I am highly indebted to my Faculty guide & Asst.Prof. Mr.M.Mani kandan for his
constant motivation and management insight. Her encouragement and valuable
suggestions helped me throughout the project.
I am also thankful to all the members of the Bajaj Capital family and for his valuable
guidance, constant supervision and encouragement during my project.
DECLARATION
I A.S.NANDA NANDHA (35080349) hereby declare that the project entitled
“A STUDY ON BRAND AWARENESS OF BAJAJ CAPITAL LTD” submitted to
SRM School Of Management in partial fulfilment of the requirement for the award
of the Degree of Master of Business Administration, is a record of the original
research work done by me under the supervision and guidance of
Asst.Prof. Mr.M. Manikandan Department Of Business Administration , SRM
School Of Management, Chennai and that it has not formed the basis for the award of
any degree/ associate ship/ fellowship of other similar title to any candidate of any
university.
Signature of the candidate
CHAPTER NO CONTENT PAGE.NO
1 1.1 INTRODUCTION 1
1.2 SOME OF THE FINANCIAL PRODUCTS 7
1.3 LIMITATION STUDY 15
1.4 COMPANY PROFILE 16
1.5 MILESTONE OF BAJAJ CAPITAL 17
1.6 MISSIONS AND OBJECTIVES 22
1.7 SIGNIFICANC OF BAJAJ CAPITAL LOGO 25
2 RESEARCH METHODOLOGY 28
3 DATA ANALYSIS & INTERPRETATION 29
4 FINDINGS & SUGGESTIONS 54
5 CONCLUSION 56
BIBLIOGRAPHY 57
QUESTIONNAIRE 58
COMPANY CERTIFICATE
DECLARATION
ACKNOWLEDGEMENT
CONTENT
INTRODUCTION
RESEARCH METHODOLOGY
DATA ANALYSIS AND INTERPRETATION
FINDINGS & SUGGESTIONS
CONCLUSION
ANNEXURE
BIBLIOGRAPHY
BONAFIDE CERTIFICATE
ABSTRACT
QUESTIONNAIRE
ABSTRACT
The aim of Marketing is to meet and satisfy the needs and wants of the
customers. The area of Consumer Behavior deals with how individuals select, buy and
use goods to satisfy their needs and wants.
This study aims at finding out whether customer’s expectations level matched
their satisfaction level towards after services provided in Bajaj Capital. This study
further reveals the effectiveness in Bajaj Capital towards the customer satisfaction.
A structured questionnaire had been designed and survey had been conducted
among 100 customers through statistical tools.
The research design used for this study was descriptive research design. Suitable
statistical tools had been made in order to study the relationship between customers
in an effective manner.
The results of this study indicates that most of the customers are satisfied about
the overall after annual income by Bajaj Capital and also other suitable suggestions
were given to the company for further improvement to maintain satisfaction level of
the customers.
1.1 INTRODUCTION
The research Project is on the topic of “Brand Image of Bajaj capital.
Now first let us look at the definition of a Brand:
A) TEMPORARY NEEDS / THREATS
The original purpose of life insurance remains an important element, namely providing for
replacement of income on death etc.
B) REGULAR SAVINGS
Providing for one's family and oneself, as a medium to long term exercise (through a series of
regular payment of premiums). This has become more relevant in recent times as people seek financial
independence for their family.
C) INVESTMENT
Put simply, the building up of savings while safeguarding it from the ravages of inflation.
Unlike regular saving products, investment products are traditionally lump sum investments, where the
individual makes a one off payment.
D) RETIREMENT
Provision for later years becomes increasingly necessary, especially in a changing cultural and social
environment. One can buy a suitable insurance policy, which will provide periodical payments in one's old age.
THE DEFINITION OF BRAND:
A brand is an identifiable entity that makes specific promises of value.
In its simplest form, a brand is nothing more and nothing less than the promises of value you or your
product makes. These promises can be implied or explicitly stated, but none-the-less, value of some
type is promised.
NOW LET US FURTHER DEFINE BRAND IMAGE:
Brand Image is when people recognize your brand as yours. This does not necessarily mean they
prefer your brand (brand preference), attach a high value to, or associate any superior attributes to your
brand, it just means they recognize your brand and can identify it under different conditions.
Brand Image consists of both brand recognition, which is the ability of consumers to confirm that they
have previously been exposed to your brand, and brand recall, which reflects the ability of consumers
to name your brand when given the product category, category need, or some other similar cue.
Aided Image occurs when you show or read a list of brands and the person expresses familiarity with
your brand only after they hear or see it.
HISTORICAL & TECHNICAL BACKGROUND OF BRANDS
Brands identify the source of market of a product and allow consumers-either individuals or
organizations-to assign responsibility to a particular manufacturer or distributor. Consumers may
evaluate the identical product differently depending on how it is branded. Consumers learn about
brands through past experiences with the product and its marketing program. They find out which
brands satisfy their needs and which ones do not. As consumers’ lives become more complicated,
rushed, and time-starved, the ability of a brand to simplify decisions making and reduce risk is
invaluable.
Brands also perform valuable functions for firms. First, they simplify product handling or tracing.
Brands help to organize inventory and accounting records. A brand also offers the firm legal
protection for unique features or aspects of the product. The brand name can be protected through
registered trademarks; manufacturing processes can be protected through patents; and packaging can
be protected through copyrights and designs .These intellectual property rights ensure that the firm can
safely invest in the brand and reap the benefits of a valuable asset.
Brands can signal a certain level of quality so that satisfied buyers can easily choose the product again.
Brand loyalty provides predictability and security of demand for the firm and creates barriers to entry
that make it difficult for other firms to enter the market. Loyalty also can translate into a willingness to
pay a higher price—often 20 to 25 percent more. Although competitors may easily duplicate
manufacturing processes and product designs, they cannot easily match lasting impressions in the
minds of individuals and organizations from years of marketing activity and product experience. In
this sense, branding can be seen as a powerful means to secure a competitive advantage.
To firms, brands thus represent enormously valuable pieces of legal property that can influence
consumer behavior, be sought and sold, provide the security of sustained future revenues to their
owner. Large earning multiple have been paid for brands in mergers or acquisitions, starting with the
boom years of the mid-1980s. The price premium is often justified on the basis of assumptions of the
extra profits that could be extracted and sustained from the brands, as well as the tremendous difficulty
and expense of creating similar brands from scratch. Wall Street believes that strong brands result in
better earnings and profit performance for firms, wh turn, creates greater value for shareholders. Much
of the recent interest in brands by senior management has been result of these bottom-line financial
considerations. “Marketing Memo: The brand Report card” lists 10 key characteristics based on a
review of the world’s strongest brands.
SCOPE OF STUDY
Is to check that does Brand Image among Bajaj capital affects the sales or creates a specific image
about the brand which helps the Brand in gaining an advantage over the competitors. As the Research
Methodology used for this research would be Personal Interview or Telephonic Interviews of the
Targeted Masses using a set of questionnaires designed to get the response which would help in
achieving the objective of the research. The Limitations faced in this research would be that it would
be constituted on the data gathered from an already decided Target audience, which would be very
small (namely 100 consumers). Hence we would not be able to come to a strong recommendation as
the number of the responses would be limited. However, on the other hand the data gathered would be
very accurate and not vague, which would help us come to conclusion which in turn will help us to
reach the objective of this research.
IMPORTANCE/RELEVANCE OF THE MARKET RESEARCH
The importance of this market research would be, that it will help us to determine which financial
service Brands enjoy different benefits due to their Brand Image in the mind of the consumers. Our
research work will help us define how does brand Image helps the customer to pick or choose that
specific brand and get a clear picture as in is Brand Image really important part of the marketing
strategy or is it just a burden on the marketing system.
Brand Image is an important way of promoting service related products. This is because for these
products, there are very few factors that differentiate one product from its competitors. Therefore, the
product that maintains the highest brand Image compared to its competitors will usually get the most
sales, our research findings will help us in determining those factors.
FINANCIAL SERVICE
Financial products act as an investment avenue and provide the required financial security to the
investors based on the risk-return profile of the financial products. In the past, traditional
financialproducts were offered in India through government initiatives by Public Sector Banks (PSBs)
(depositaccount, credit account), Life Insurance Corporation (LIC), and postal department (recurring
deposit,National Saving Certificate, Kisan Vikas Patra). However, in recent years with the advent of
liberalizationof financial services industry, diverse financial products have been introduced through
participation of private and foreign entities in addition to the public sector enterprises. These include
products such as debit and credit cards by banks, open-end and closed-end mutual fund schemes
life and non-life insurance schemes (Unit Linked Investment Plans (ULIPs), pension plans, children
education plans, etc.).
It further includes shares and debt securities offered by various entities, investments in which are
mainly facilitated by the brokerage houses. This has led to rising competition through introduction of
innovative and attractive products, regulatory initiatives and growth in the investor base along with
increased marketing activities in the financial sector. The increased activities in the financial sector
could be reflected in the growth in the aggregate deposits with banks, which has increased from 16%
in FY03 to 24% in FY07. The capital markets are also on the growth trajectory where volumes and
market capitalization, both have registered growth. The market capitalization1 to GDP ratio has
increased from 22% in FY 03 to 82% in FY07 and the turnover (NSE) has registered a CAGR of 26%
from FY03 to FY07. Similarly, activities in the mutual funds have also reflected growth with the
Assets under Management (AUM) increasing at a CAGR of 33% during the same time period. The
number of new mutual fund schemes introduced has risen from 41 in FY01 to a staggering 414 in
FY072. Further, in the insurance sector, total life insurance premium collected by all the life insurance
companies has grown at
CAGR of 23% from FY03 to FY07. Also, the number of new life insurance policies introduced in
FY07stood at 208 as compared to merely 20 in FY013.
The introduction of varied products has increased the scope of the financial sector to a very large
extent.
1.2 SOME OF THE FINANCIAL PRODUCTS:
MUTUAL FUNDS:
In Short, a mutual fund is a common pool of money in to which investors with common investment
objective place their contributions that are to be invested in accordance with the stated investment
objective of the scheme. The investment manager would invest the money collected from the investor
in to assets that are defined/ permitted by the stated objective of the scheme. For example, an equity
fund would invest equity and equity related instruments and a debt fund would invest in bonds,
debentures, gilts etc . Mutual Fund is a suitable investment for the common man as it offers an
opportunity to invest in a diversified, professionally managed basket of securities at a relatively low
cost.
A Mutual Fund is a trust that pools together the savings of a number of investors who share a common
financial goal. The fund manager invests this pool of money in securities -- ranging from shares and
debentures to money market instruments or in a mixture of equity and debt, depending upon the
objectives of the scheme.
Why choose Mutual Funds?
Investing in Mutual Funds offers several benefits:
• Professional expertise: Fund managers are professionals who track the market on an on-
going basis. With their mix of professional qualification and market knowledge, they are better
placed than the average investor to understand the markets
• Diversification: Since a Mutual Fund scheme invests in number of stocks and/or
debentures, the associated risks are greatly reduced.
• Relatively less expensive: When compared to direct investments in the capital market,
Mutual Funds cost less. This is due to savings in brokerage costs, demat costs, depository costs
etc.
• Liquidity: Investments in Mutual Funds are completely liquid and can be redeemed at their
Net Assets Value-related price on any working day.
• Transparency: You will always have access to up-to-date information on the value of your
investment in addition to the complete portfolio of investments, the proportion allocated to
different assets and the fund manager’s investment strategy.
• Flexibility: Through features such as Systematic Investment Plans, Systematic Withdrawal
Plans and Dividend Investment Plans, you can systematically invest or withdraw funds
according to your needs and convenience.
• SEBI regulated market: All Mutual Funds are registered with SEBI and function within
the provisions and regulations that protect the interests of investors. AMFI is the supervisory
body of the Mutual Funds industry.
Types of Funds.
There are a wide variety of Mutual Fund schemes that cater to your needs, whatever your
age, financial position, risk tolerance and return expectation. Whether as the foundation of your
investment program or as a supplement, Mutual Fund schemes can help you meet your financial goals.
The different types of Mutual Funds are as follows:
Diversified Equity Mutual Fund Scheme. A mutual fund scheme that achieves the benefits of diversification by investing in the stocks
of companies across a large number of sectors. As a result, it minimizes the risk of exposure to a single
company or sector.
Sectoral Equity Mutual Fund Scheme. A mutual fund scheme which focuses on investments in the equity of companies across a limited number of sectors -- usually one to three.
Index Funds These funds invest in the stocks of companies, which comprise major indices such as the BSE Sensex or the S&P CNX Nifty in the same weightage as the respective indice.
Equity Linked Tax Saving Schemes (ELSS)
Mutual Fund schemes investing predominantly in equity, and offering tax deduction to
investors under section 80 C of the Income Tax Act. Currently rebate u/s 80C can be availed up to a
maximum investment of Rs 1,00,000. A lock-in of 3 years is mandatory.
Monthly Income Plan Scheme
A mutual fund scheme which aims at providing regular income (not necessarily monthly,
don't get misled by the name) to the unitholder, usually by way of dividend, with investments
predominantly in debt securities (upto 95%) of corporates and the government, to ensure regularity of
returns, and having a smaller component of equity investments (5% to 15%)to ensure higher return.
Income schemes
Debt oriented schemes investing in fixed income securities such as bonds, corporate
debentures, Government securities and money market instruments.
Floating-Rate Debt Fund
A fund comprising of bonds for which the interest rate is adjusted periodically according to
a predetermined formula, usually linked to an index.
Gilt Funds - These funds invest exclusively in government securities.
Balanced Funds The aim of balanced funds is to provide both growth and regular income as such schemes
invest both in equities and fixed income securities in the proportion indicated in their offer documents.
They generally invest 40-60% in equity and debt instruments.
Fund of Funds
A Fund of Funds (FoF) is a mutual fund scheme that invests in other mutual fund
schemes. Just as fund invests in stocks or bonds on your behalf, a FoF invests in other mutual fund
schemes.
Mutual Fund Flow Chart
INSURANCE:
Insurance, in law and economics, is a form of risk management primarily used to hedge
against the risk of a contingent, uncertain loss. Insurance is defined as the equitable transfer of the risk
of a loss, from one entity to another, in exchange for payment. An insurer is a company selling the
insurance; an insured or policyholder is the person or entity buying the insurance policy. The
insurance rate is a factor used to determine the amount to be charged for a certain amount of
insurance coverage, called the premium.
General Insurance
Health.
Health Insurance (popularly known as Medi-claim Policy) offers protection from unexpected
medical emergencies, providing a financial support.
Health insurance therefore, can be a source of support as it takes care of the financial burden your
Test Statistics PRODUCT SERVICE Chi-Square(a,b) .600 .000df 3 4Asymp. Sig. .896 1.000
Interpretation:
From the above table, it is clear that the calculated value of significance level is LESSER than the
assumed significance level (0.05), hence the Null hypothesis is rejected. There is significant
relationship between the Income and Expenditure.
CHI SQUARE TEST 3:
Significant Relationship between service provider and satisfaction level of Bajaj capital
Ho: There is no significant relationship between service provider and satisfaction level of Bajaj capital
H1: There is significant relationship between service provider and satisfaction level of Bajaj capital
Chi-Square Test Frequencies service provider Observed N Expected N Residual 5 1 1.0 .016 1 1.0 .024 1 1.0 .055 1 1.0 .0Total 4 satisfaction level Observed N Expected N Residual 2 1 1.0 .020 1 1.0 .033 1 1.0 .0
35 1 1.0 .0Total 4 Test Statistics
service provider satisfaction level Chi-Square(a) .000 .000df 3 3Asymp. Sig. 1.000 1.000 a 4 cells (100.0%) have expected frequencies less than 5. The minimum expected cell frequency is
1.0.
Interpretation:
From the above table, it is clear that the calculated value of significance level is LESSER than
the assumed significance level (0.05), hence the Null hypothesis is rejected. There is significant
relationship between the Income and Expenditure.
FINDINGS
The following details can be inferred after analysis with a simple size of 100, which included
clients, by questionnaire method to find out the brand Image towards Bajaj capital with reference to
annanagar branch.
Clients expect high service issue post-sales of investment product.
Word of mouth helping the Bajaj capital to get more and more client base.
Many clients lack knowledge in investment product.
Clients expect to review the current position of the investment product.
Many clients are thinking that Bajaj Auto Group and Bajaj Capital Bajaj are same but
it’s different.
Clients think that Bajaj Capital is an investment company instead of investment
advisory service.
The tag line of the Bajaj Capital inspired many clients.
Some existing clients of the Bajaj Capital is not satisfied due to inadequate service.
Broad variety of products and brand make the clients to feel comfort to choose their
desired investment.
Many clients came to know about the Bajaj capital through their family and friends not
through advertisement.
The client is not having good knowledge about all the products; they have good
knowledge only in the products with which they are dealing.
Many clients are dealing with Bajaj Capital in long term basis and also some clients are
not in long term basis.
Research helped to understand the approach of Bajaj Capital, i.e., to treat them as
clients not as customers.
SUGGESTIONS
Basing on the survey findings and analyzing the attitudes of respondents, the following
suggestions can be given regarding the Brand Image towards Bajaj capital.
The company has to pursue the complaints of the respondents about the products they
purchased. This suggestion has been given basing on the complaints of customers regarding its
problems like low returns in mutual funds and ULIPs.
Bajaj capital has to conduct some marketing programmers like ads through media and
magazines for brand Image.
The organization have to provide more post sales service to their clients this suggestion is
given because most of the existing client attracted towards it.
Bajaj capital have to update all their clients regarding new products, service availability, ect…
this is because some clients are not properly receiving it.
The updating can be done through e-mail, postal service and direct visit.
They Bajaj capital are highly concentrating on retail clients this can be improve by
concentrating on industry’s investment also.
Bajaj capital persons or field executive have to contact their client in regular interval bases to
know their service issues through telecom or direct visit.
CONCLUSION
The Front Runner Bajaj Capital
Being a frontrunner in the financial services, Bajaj capital has always performed both the category
task, as well as the brand task, with the help of advertising and public relations (PR). The company’s
initial campaigns addressed various myths and misconceptions about financial services, seeking to
change customer attitudes. For instance, life insurance had long been regarded as expensive, rigid,
difficult to understand and good only for tax saving.
The Survey Experience
• The experience for customer interface is really learning and remarkable.
• The different types of responses of the same customer on the same ground, sometimes creates
confusion that what they really wants to express, sometimes I felt that they are much more expecting
from the company like Bajaj capital that is why they are arguing in some cases.
• The area used for research work, as I consider is much more educated and aware in respect, so we
might face the reverse condition when we do such work in rural part of India.
BIBLIOGRAPHY
REFERENCES BOOK :
• Dr. P. Ravilochanan “Research Methodology”(second revised edition 2003 ) (Margham publications)
1) Before this survey how often have you heard about Bajaj Capital? o I have never heard of Bajaj Capital before this survey o I have seen and heard about Bajaj Capital a few times
o I have seen and heard about Bajaj Capital frequently
2) What comes to your mind when you hear the name Bajaj Capital? • __________________
3) Of your last five financial planning how many were done through Bajaj Capital?
o 0 o 1 o 2 o 3 o 4 o 5
4) How long you have been carrying out your financial investment through Bajaj capital? o No more o Less than 1yrs o 1yrs - 5yrs o 5yrs – 10yrs o More than 10yrs
5) How you came to know about Bajaj Capital? o Advertisement o Family o Friends o Other ______________
6) How do you feel dealing with Bajaj Capital? o good o No experience o Excellent o Not Bad o Poor
7) What is the difference you feel through Bajaj Capital than their service provider? o Quality of service o Broad variety of products o Post-sales service o Other __________
8) Which of the Bajaj Capital product are you aware of?
o Mutual funds o Fixed Deposit o General Insurance o Life insurance o Just Trade o Other ______________
9) Which of the Bajaj Capital product have you purchased before? (for existing client) o Mutual funds o Fixed Deposit o General Insurance o Life insurance o Just Trade o Other ______________
10) Of the following, in which range you have invested through Bajaj Capital? (for existing client) o < 20,000 o 20,000- 1,00,000 o 1,00,000- 5,00,000 o > 5,00,000
11) Of the following, in which range you would like to invest through Bajaj Capital? (for new
client) o < 20,000 o 20,000- 1,00,000 o 1,00,000- 5,00,000 o > 5,00,000
12) How memorable would you rate the logo of Bajaj Capital? o 1- it is not memorable (or) distinct o 2 o 3 o 4 o 5- it is very memorable
13) How memorable would you rate the advertisement (or) tag line of Bajaj Capital? o 1- it is not memorable (or) distinct o 2 o 3 o 4
o 5- it is very memorable
14) Overall how will you rate the product of Bajaj Capital? o 1- very low o 2 o 3 o 4 o 5- very high
15) Overall how will you rate the service of Bajaj Capital? o 1- very low o 2 o 3 o 4 o 5- very high
16) Do you have interest to deal with Bajaj Capital on a long term? o Yes o No, Because ___________
17) Will you refer Bajaj Capital to your Family & Friends? o Yes o No, Because ________________
18) Have your Family or Friends have thanked you for referring Bajaj Capital? o Yes o No, Because ____________
19) What is your expectation through Bajaj Capital? • ---------------------------------------------------
20) Based on 1to 5 scale how will you rate your satisfaction level? o Highly satisfaction o Satisfaction o Average o Not satisfaction