A Project Report on Kotak Mahindra Bank

8/11/2019 A Project Report on Kotak Mahindra Bank

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AN ANALYSIS OF

CUSTOMER SATISFACTION

TOWARDS THE SERVICES OF

KOTAK MAHINDRA BANK


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Table of Contents

Student declaration

Certificate

Acknowledgement

Executive Summary

CHAPTER- 1: !TR"#$CT"!

A%out t&e ndu'try

A%out "rgani(ation) Com*any Profile

CHAPTER + ,: iterature Review

Cu'tomer 'ati'faction

Pur*o'e

Con'truction

Swot Analy'i'

CHAPTER + .: RESEARCH /ETH"#""0

Re'earc& /et&odology of t&e 'tudy

Re'earc& "%2ective

#ata Collection Tec&ni3ue'

Sam*le 'i(e

imitation'

CHAPTER + 4: A!ASS5 !TERPRETAT"!

CHAPTER- 6: 7!#!0S 5 S$00EST"!S

7inding'

Sugge'tion'


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CHAPTER- 8: C"!C$S"!

CHAPTER + 9: $EST"!!ARES

CHAPTER + ;: RE7ERE!CES

EXECUTIVE SUMMARY


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T & e * r o 2 e c t i ' % a ' e d o n t & e cu'tomer 'ati'faction f o r t & e


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SCOP E OF THE STUDY

T&i' 'tudy &el*' in finding out t&e 'ati'faction of mo't im*ortant re'ource t&at i'

&uman re'ource in =otak /a&indra T&i' al'o &el*' in finding t&e effect ne'' of &uman re'ource *olicie' in

organi(ation>

T&e 'tudy *rovide' knowledge of variou' *roduct'5 inve'tment 'ervice' of =otak

/a&indra

T&e 'tudy of al'o &el*' to learn w&at a' t&e variou' %enefit' availa%le to t&e

advi'or in an organi(ation>

T&e 'tudy al'o &el*' t&e com*any to %e aware of im*ortant t&at it@' &a' to make in

it' incentive' *lan>


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Chapter : 1

INTRODUCTION


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Here we more concerned a%out *rivate 'ector %ank' and com*etition among t&em> Today?

t&ere are ,9 *rivate 'ector %ank' in t&e %anking 'ector: 1 old *rivate 'ector %ank' and ;

new *rivate 'ector %ank'>

T&e'e new %ank' &ave %roug&t in 'tate-of-t&e-art tec&nology and Aggre''ively marketed

t&eir *roduct'> T&e Pu%lic 'ector %ank' are 7acing a 'tiff com*etition from t&e new *rivate

'ector %ank'>

T&e %ank' w&ic& &ave %een 'etu* in t&e 1B' under t&e guideline' of t&e !ara'im&am

Committee are referred to a' !E PRDATE SECT"R

Ne- P*&,ate Se!to* Ban%s

Su*erior 7inancial Service' #e'igned nnovative Product'

Ta**ed new market'

Acce''ed ow co't !R fund'

0reater efficiency

INDIAN BANKIN INDUSTRIES

T&e ndian %anking market i' growing at an a'toni'&ing rate? wit& A''et' ex*ected to reac&

$S1 trillion %y ,B1B> An ex*anding economy? middle cla''? and tec&nological innovation'are all contri%uting to t&i' growt&>

T&e country@' middle cla'' account' for over .,B million *eo*le> n correlation wit& t&e

growt& of t&e economy? ri'ing income level'? increa'ed 'tandard of living? and afforda%ility

of %anking *roduct' are *romi'ing factor' for continued ex*an'ion>

T&e ndian %anking ndu'try i' in t&e middle of an T revolution? 7ocu'ing on t&e

ex*an'ion of retail and rural %anking> Player' are %ecoming increa'ingly cu'tomer - centric

in t&eir a**roac&? w&ic& &a' re'ulted in innovative met&od' of offering new %anking


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*roduct' and 'ervice'> Fndian %anking indu'try a''et'

are ex*ected to reac& $S1 trillion %y ,B1B and are *oi'ed to receive a greater infu'ion of

foreign ca*ital?G'ay' Prat&ima Ra2an? analy't in Celent' %anking grou* and aut&or of t&e

re*ort> FT&e %anking indu'try '&ould focu' on &aving a 'mall num%er of large *layer' t&atcan com*ete glo%ally rat&er t&an &aving a large num%er of fragmented *layer'>I


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C OMPA NY.S P ROFI LE

E'ta%li'&ed in 1;4? T&e =otak /a&indra 0rou* &a' long %een one of ndia@' mo't

re*uted financial organi(ation'> n 7e% ,BB.? =otak /a&indra 7inance td>? t&e grou*@'

flag'&i* com*any wa' given t&e licen'e to carry on %anking %u'ine'' %y t&e Re'erve T&e licen'e aut&ori(ing t&e %ank to carry

on %anking %u'ine'' &a' %een o%tained from t&e R T&e cu'tomer al'o &a' acce'' to over ;BB AT/@' wit& '&aring

arrangement' wit& $T 7rom commercial %anking? to 'tock %roking?

to mutual fund'? to life in'urance? to inve'tment %anking? t&e grou* cater' to t&e

financial need' of individual' and cor*orate>

T&e grou* &a' a net wort& of over R'>1? ;BB crore and em*loy' over 4?4BB em*loyee' in

it' variou' %u'ine''e'> it& a *re'ence in ;, citie' in ndia and office' in !ew ork?

ondon? #u%ai and /auritiu'? it 'ervice' a cu'tomer %a'e of over 6? BB?BBB>

=otak /a&indra &a' international *artner'&i*' wit& 0oldman Sac&' Jone of t&e world'

large't inve'tment %ank' and %rokerage firm'K and "ld /utual Ja large in'urance? %anking

and a''et management conglomerateK

T&e =otak /a&indra 0rou* wa' %orn in 1;6 a' =otak Ca*ital /anagement 7inance

imited> T&i' com*any wa' *romoted %y $day =otak? Sidney A> Pinto and =otak 5

Com*any> ndu'triali't' Hari'& /a&indra and Anand /a&indra took a 'take in 1;8?

and t&at' w&en t&e com*any c&anged it' name to =otak /a&indra


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7inance imited> Since t&en it' %een a 'teady and confident 2ourney to growt&

and 'ucce''>

/012 3 =otak /a&indra 7inance imited 'tart' t&e activity of for t&e ife

n'uranc %u'ine''>

=otak Securitie' launc&e' kotak'treet>com - it' on-line %roking 'ite> 7ormal

commencement of *rivate e3uity activity t&roug& 'etting u* of =otak /a&indra

Denture Ca*ital 7und>

6558 : =otak /a&indra 7inance td> Convert' to %ank


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Ke9 :*o$+ !o)+an& es an# t"e&* b$s &ness e

Kota% Ma"&n#* a Ban%

T&e =otak /a&indra 0rou*' flag'&i* com*any? =otak /a&indra 7inance td w&ic&

wa' e'ta%li'&ed in 1;6? wa' converted into a %ank- =otak /a&indra T&e %ank &a' *re'ence in Commercial De&icle'? Retail 7inance?

Cor*orate

Kota% Ma"&n#* a Ca+&tal Co)+an9

=otak /a&indra Ca*ital Com*any imited J=/CCK i' ndia' *remier nve'tment

=/CC' core %u'ine'' area' include E3uity ''uance'? /erger' 5 Ac3ui'ition'?

Structured 7inance and Advi'ory Service'>

Kota% Se!$* &t&es

=otak Securitie' td> i' one of ndia' large't %rokerage and 'ecuritie' di'tri%ution

&ou'e'> "ver t&e year'? =otak Securitie' &a' %een one of t&e leading inve'tment %roking

&ou'e' catering to t&e need' of %ot& in'titutional and non-in'titutional inve'tor categorie'

wit& *re'ence all over t&e country t&roug& franc&i'ee' and coordinator'> =otak Securitie'

td> offer' online and offline 'ervice' %a'ed on well-re'earc&ed ex*erti'e and financial

*roduct' to non-in'titutional inve'tor'>

Kota% Ma"&n#* a P* &)e

=otak /a&indra Prime imited J=/PK Jformerly known a' =otak /a&indra Primu'

imitedK &a' %een formed wit& t&e o%2ective of financing t&e retail and w&ole'ale

trade of *a''enger and multi utility ve&icle' in ndia> =/P offer' cu'tomer' retail finance

for %ot& new a' well a' u'ed car' and w&ole'ale finance to dealer' in t&e automo%ile

trade> =/P continue' to %e among t&e leading car finance com*anie' in ndia>


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Kota% Ma"&n#* a Ass et Mana:e)ent Co)+an9

=otak /a&indra A''et /anagement Com*any =otak /a&indra A''et /anagement

Com*any J=/A/CK? a 'u%'idiary of =otak /a&indra

Kota% Ma"&n#* a Ol# M$ t$ al L&fe Ins $* an!e L&)&te#

=otak /a&indra "ld /utual ife n'urance imited i' a 2oint venture %etween =otak

/a&indra and "ld /utual *lc> =otak ife n'urance &el*' cu'tomer' to take

im*ortant financial deci'ion' at every 'tage in life %y offering t&em a wide range of

innovative life in'urance *roduct'? to make t&em financially inde*endent>


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B OA RD OF DIREC TORS

/r> =>/>0&erda + Executive C&airman

/r> $day =otak +Executive Dice C&airman and /anaging #irector

/r> Anand /a&indra +Co Promoter of =otak /a&indra Cyril S&roff +Co Promoter

/r> Pradee* ! =otak +Agri #ivi'ion of =otak and Com*any imited

#r> S&anker Ac&arya

/r> S&iva2i #am +/anaging #irector =otak /a&indra "ld /utual

o ife n'urance imited

/r> C>Layaram +Executive #irector

/r> #i*ak 0u*ta +Executive #irector


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Chapter : 2

LITERATURE REVIEW


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C$sto)e* sat&sfa!t&on

A term fre3uently u'ed in marketing? i' a mea'ure of &ow *roduct' and 'ervice' 'u**lied

%y a com*any meet or 'ur*a'' cu'tomer ex*ectation> Cu'tomer 'ati'faction i' defined a'It&e num%er of cu'tomer'? or *ercentage of total cu'tomer'? w&o'e re*orted ex*erience

wit& a firm? it' *roduct'? or it' 'ervice' Jrating'K exceed' '*ecified 'ati'faction goal'> n a

'urvey of nearly ,BB 'enior marketing manager'? 91 *ercent re'*onded t&at t&ey found a

cu'tomer 'ati'faction metric very u'eful in managing and monitoring t&eir %u'ine''e'>

t i' 'een a' a key *erformance indicator wit&in %u'ine'' and i' often *art of a n a com*etitive market*lace w&ere %u'ine''e' com*ete for cu'tomer'? cu'tomer

'ati'faction i' 'een a' a key differentiator and increa'ingly &a' %ecome a key element of

%u'ine'' 'trategy>
http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Balanced_Scorecardhttp://en.wikipedia.org/wiki/Balanced_Scorecardhttp://en.wikipedia.org/wiki/Balanced_Scorecardhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Balanced_Scorecardhttp://en.wikipedia.org/wiki/Balanced_Scorecard


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it&in organi(ation'? cu'tomer 'ati'faction rating' can &ave *owerful effect'> T&ey focu'

em*loyee' on t&e im*ortance of fulfilling cu'tomer'@ ex*ectation'> 7urt&ermore? w&en

t&e'e rating' di*? t&ey warn of *ro%lem' t&at can affect 'ale' and *rofita%ility> > > > T&e'e

metric' 3uantify an im*ortant dynamic> &en a %rand &a' loyal cu'tomer'? it gain' *o'itive

word-of-mout& marketing? w&ic& i' %ot& free and &ig&ly effective>

T&erefore? it i' e''ential for %u'ine''e' to effectively manage cu'tomer 'ati'faction> To %e

a%le do t&i'? firm' need relia%le and re*re'entative mea'ure' of 'ati'faction>

In re'earc&ing 'ati'faction? firm' generally a'k cu'tomer' w&et&er t&eir *roduct or 'ervice

&a' met or exceeded ex*ectation'> T&u'? ex*ectation' are a key factor %e&ind 'ati'faction>

&en cu'tomer' &ave &ig& ex*ectation' and t&e reality fall' '&ort? t&ey will %e

di'a**ointed and will likely rate t&eir ex*erience a' le'' t&an 'ati'fying> 7or t&i' rea'on? a

luxury re'ort? for exam*le? mig&t receive a lower 'ati'faction rating t&an a %udget motelM

even t&oug& it' facilitie' and 'ervice would %e deemed 'u*erior in a%'olute term'>

T&e im*ortance of cu'tomer 'ati'faction dimini'&e' w&en a firm &a' increa'ed%argaining

*ower> 7or exam*le?cell *&one*lan *rovider'? 'uc& a' AT5TandDeri(on? *artici*ate in

an indu'try t&at i' an oligo*oly? w&ere only a few 'u**lier' of a certain *roduct or 'ervice

exi't> A' 'uc&? many cell *&one *lan contract' &ave a lot of fine *rintwit& *rovi'ion' t&at

t&ey would never get away if t&ere were? 'ay? a &undred cell *&one *lan *rovider'? %ecau'e

cu'tomer 'ati'faction would %e way too low? and cu'tomer' would ea'ily &ave t&e o*tion of

leaving for a %etter contract offer>

T&ere i' a 'u%'tantial %ody of em*irical literature t&at e'ta%li'&e' t&e %enefit' of cu'tomer

'ati'faction for firm'>
http://en.wikipedia.org/wiki/Bargaining_powerhttp://en.wikipedia.org/wiki/Bargaining_powerhttp://en.wikipedia.org/wiki/Cell_phonehttp://en.wikipedia.org/wiki/Cell_phonehttp://en.wikipedia.org/wiki/AT%26Thttp://en.wikipedia.org/wiki/Verizonhttp://en.wikipedia.org/wiki/Verizonhttp://en.wikipedia.org/wiki/Oligopolyhttp://en.wikipedia.org/wiki/Fine_printhttp://en.wikipedia.org/wiki/Bargaining_powerhttp://en.wikipedia.org/wiki/Bargaining_powerhttp://en.wikipedia.org/wiki/Cell_phonehttp://en.wikipedia.org/wiki/AT%26Thttp://en.wikipedia.org/wiki/Verizonhttp://en.wikipedia.org/wiki/Oligopolyhttp://en.wikipedia.org/wiki/Fine_print


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PURPOSE

A %u'ine'' ideally i' continually 'eeking feed%ack to im*rove cu'tomer 'ati'faction>

ICu'tomer 'ati'faction *rovide' a leading indicator of con'umer *urc&a'e intention' and

loyalty> Cu'tomer 'ati'faction data are among t&e mo't fre3uently collected indicator' ofmarket *erce*tion'> T&eir *rinci*al u'e i' twofold:

1> Iit&in organi(ation'? t&e collection? analy'i' and di''emination of t&e'e data 'end

a me''age a%out t&e im*ortance of tending to cu'tomer' and en'uring t&at t&ey

&ave a *o'itive ex*erience wit& t&e com*any@' good' and 'ervice'>IN1O

,> IAlt&oug& 'ale' or market '&are can indicate &ow well a firm i'

*erforming currently? 'ati'faction i' *er&a*' t&e %e't indicator of &ow likely it i'

t&at t&e firm@' cu'tomer' will make furt&er *urc&a'e' in t&e future> /uc& re'earc&
http://en.wikipedia.org/wiki/Customer_satisfaction#cite_note-Marketing_Metrics-1http://en.wikipedia.org/wiki/Customer_satisfaction#cite_note-Marketing_Metrics-1


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&a' focu'ed on t&e relation'&i* %etween cu'tomer 'ati'faction and retention> Studie'

indicate t&at t&e ramification' of 'ati'faction are mo't 'trongly reali(ed at t&e

extreme'>I "n a five-*oint 'cale? Iindividual' w&o rate t&eir 'ati'faction level a' 6

are likely to %ecome return cu'tomer' and mig&t even evangeli(e for t&e firm> JA

'econd im*ortant metric related to 'ati'faction i' willingne'' to recommend> T&i'metric i' defined a' IT&e *ercentage of 'urveyed cu'tomer' w&o indicate t&at t&ey

would recommend a %rand to friend'>I &en a cu'tomer i' 'ati'fied wit& a *roduct?

&e or '&e mig&t recommend it to friend'? relative' and colleague'> T&i' can %e a

*owerful marketing advantage>K Individual' w&o rate t&eir 'ati'faction level a' 1?

%y contra't? are unlikely to return> 7urt&er? t&ey can &urt t&e firm %y making

negative comment' a%out it to *ro'*ective cu'tomer'>illingne'' to recommendi'

a key metric relating to cu'tomer 'ati'faction>
http://en.wikipedia.org/wiki/Willingness_to_recommendhttp://en.wikipedia.org/wiki/Willingness_to_recommendhttp://en.wikipedia.org/wiki/Willingness_to_recommend


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CONSTRUCTION

"rgani(ation' need to retain exi'ting cu'tomer' w&ile targeting non-cu'tomer'> /ea'uring

cu'tomer 'ati'faction *rovide' an indication of &ow 'ucce''ful t&e organi(ation i' at

*roviding *roduct' and)or 'ervice' to t&e market*lace>

ICu'tomer 'ati'faction i' mea'ured at t&e individual level? %ut it i' almo't alway' re*orted

at an aggregate level> t can %e? and often i'? mea'ured along variou' dimen'ion'> A &otel?

for exam*le? mig&t a'k cu'tomer' to rate t&eir ex*erience wit& it' front de'k and c&eck-in

'ervice? wit& t&e room? wit& t&e amenitie' in t&e room? wit& t&e re'taurant'? and 'o on>

Additionally? in a &oli'tic 'en'e? t&e &otel mig&t a'k a%out overall 'ati'faction wit& your

'tay>

A' re'earc& on con'um*tion ex*erience' grow'? evidence 'ugge't' t&at con'umer' *urc&a'e

good' and 'ervice' for a com%ination of two ty*e' of %enefit': &edonic and utilitarian>

Hedonic %enefit' are a''ociated wit& t&e 'en'ory and ex*eriential attri%ute' of t&e *roduct>

$tilitarian %enefit' of a *roduct are a''ociated wit& t&e more in'trumental and functional

attri%ute' of t&e *roduct J

Cu'tomer 'ati'faction i' an am%iguou' and a%'tract conce*t and t&e actual manife'tation of

t&e 'tate of 'ati'faction will vary from *er'on to *er'on and *roduct)'ervice to

*roduct)'ervice> T&e 'tate of 'ati'faction de*end' on a num%er of %ot& *'yc&ological and

*&y'ical varia%le' w&ic& correlate wit& 'ati'faction %e&avior' 'uc& a' return and

recommend rate> T&e level of 'ati'faction can al'o vary de*ending on ot&er o*tion' t&e

cu'tomer may &ave and ot&er *roduct' again't w&ic& t&e cu'tomer can com*are t&e

organi(ation' *roduct'>

ork done %y Para'uraman? eit&aml and


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T&e u'ual mea'ure' of cu'tomer 'ati'faction involve a 'urveywit& a 'et of 'tatement' u'ing

aikert Tec&ni3ueor 'cale> T&e cu'tomer i' a'ked to evaluate eac& 'tatement and in term

of t&eir *erce*tion and ex*ectation of *erformance of t&e organi(ation %eing mea'ured>

T&eir 'ati'faction i' generally mea'ured on a five-*oint 'cale>

ICu'tomer 'ati'faction data can al'o %e collected on a 1B-*oint 'cale>

IRegardle'' of t&e 'cale u'ed? t&e o%2ective i' to mea'ure cu'tomer'@ *erceived 'ati'faction

wit& t&eir ex*erience of a firm@' offering'> t i' e''ential for firm' to effectively manage

cu'tomer 'ati'faction> To %e a%le do t&i'? we need accurate mea'urement of 'ati'faction>

0ood 3uality mea'ure' need to &ave &ig& 'ati'faction loading'? good relia%ility? and low

error variance'> n an em*irical 'tudy com*aring commonly u'ed 'ati'faction mea'ure' it

wa' found t&at two multi-item 'emantic differential'cale' *erformed %e't acro'' %ot&

&edonic and utilitarian 'ervice con'um*tion context'> According to 'tudie' %y irt( 5 ee

J,BB.K? t&ey identified a 'ix-item 9-*oint 'emantic differential'cale Je>g>? "liver and Swan

1;.K? w&ic& i' a 'ix-item 9-*oint %i*olar 'cale? t&at con'i'tently *erformed %e't acro''

%ot& &edonic and utilitarian 'ervice'> t loaded mo't &ig&ly on 'ati'faction? &ad t&e &ig&e't

item relia%ility? and &ad %y far t&e lowe't error variance acro'' %ot& 'tudie'> n t&e

'tudy? t&e 'ix item' a'ked re'*ondent'@ evaluation of t&eir mo't recent ex*erience wit&

AT/ 'ervice' and ice cream re'taurant? along 'even *oint' wit&in t&e'e 'ix item': F*lea'e

me to di'*lea'ed meG? Fcontented wit& to di'gu'ted wit&G? Fvery 'ati'fied wit& to very

di''ati'fied wit&G? Fdid a good 2o% for me to did a *oor 2o% for meG? Fwi'e c&oice to *oor

c&oiceG and F&a**y wit& to un&a**y wit&G>

A 'emantic differentialJ4 item'K 'cale Je>g>? Eroglu and /ac&leit 1BK? w&ic& i' a four-

item 9-*oint %i*olar 'cale? wa' t&e 'econd %e't *erforming mea'ure? w&ic& wa' again

con'i'tent acro'' %ot& context'> n t&e 'tudy? re'*ondent' were a'ked to evaluate t&eir

ex*erience wit& %ot& *roduct'? along 'even *oint' wit&in t&e'e four item':

F'ati'fied to di''ati'fiedG? Ffavora%le tounfavora%leG? F*lea'ant to un*lea'antG and F like it

very muc& to didn@t like it at allG>
http://en.wikipedia.org/wiki/Sample_surveyhttp://en.wikipedia.org/wiki/Likert_scalehttp://en.wikipedia.org/wiki/Likert_scalehttp://en.wikipedia.org/wiki/Likert_scalehttp://en.wikipedia.org/wiki/Semantic_differentialhttp://en.wikipedia.org/wiki/Semantic_differentialhttp://en.wikipedia.org/wiki/Semantic_differentialhttp://en.wikipedia.org/wiki/File:Customer-satisfaction-scale.pnghttp://en.wikipedia.org/wiki/Sample_surveyhttp://en.wikipedia.org/wiki/Likert_scalehttp://en.wikipedia.org/wiki/Semantic_differentialhttp://en.wikipedia.org/wiki/Semantic_differentialhttp://en.wikipedia.org/wiki/Semantic_differential


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T&e t&ird %e't 'cale wa' 'ingle-item *ercentage mea'ure? a one-item 9-*oint %i*olar 'cale

Je>g>? e't%rook 1;BK>N1BOAgain? t&e re'*ondent' were a'ked to evaluate t&eir ex*erience

on %ot& AT/ 'ervice' and ice cream re'taurant'? along 'even *oint' wit&in

Fdelig&ted to terri%leG

t 'eem' t&at de*endent on a trade-off %etween lengt& of t&e 3ue'tionnaire and 3uality of

'ati'faction mea'ure? t&e'e 'cale' 'eem to %e good o*tion' for mea'uring cu'tomer

'ati'faction in academic and a**lied 'tudie' re'earc& alike> All ot&er mea'ure' te'ted

con'i'tently *erformed wor'e t&an t&e to* t&ree mea'ure'? and)or t&eir *erformance varied

'ignificantly acro'' t&e two 'ervice context' in t&eir 'tudy> T&e'e re'ult' 'ugge't t&at more

careful *rete'ting would %e *rudent '&ould t&e'e mea'ure' %e u'ed>

7inally? all mea'ure' ca*tured %ot& affective and cognitive a'*ect' of 'ati'faction?

inde*endent of t&eir 'cale anc&or'> Affective mea'ure' ca*ture a con'umer@' attitude

Jliking)di'likingK toward' a *roduct? w&ic& can re'ult from any *roduct information or

ex*erience> "n t&e ot&er &and? cognitive element i' defined a' an a**rai'al or conclu'ion

on &ow t&e *roduct@' *erformance com*ared again't ex*ectation' Jor exceeded or fell '&ort

of ex*ectation'K? wa' u'eful Jor not u'efulK? fit t&e 'ituation Jor did not fitK? exceeded t&e

re3uirement' of t&e 'ituation Jor did not exceedK>
http://en.wikipedia.org/wiki/Customer_satisfaction#cite_note-10http://en.wikipedia.org/wiki/Customer_satisfaction#cite_note-10


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S;OT ANALYSIS OF COMPANY

St*en:"t 3

8 Q intere't on 'aving %ank a)c> Priviledge rate' on term de*o'ite account>

7ree &ome %anking>

!o *enalty on term de*o'ite %reaking %efore due date'>

Exclu'ive offer' on women a)c>

;ea%ness 3

e'' ex*o'ure in rural %anking>

Con'ervative a**roac& in giving loan and credit facilitie' from ot&er %ank>

O++o*t$n&t9 3

$niver'al %anking to cater ma'' affluent cu'tomer'>

Cu'tomer' w&o are not getting good facilitie' from ot&er %ank>

Ex*loring 'u%-ur%an and rural 'ide of t&e country>

T"*eats 3

Com*itetion from nationali(ed %ank'>

Com*etition from ot&er *rivate *layer' w&o deal' in ma'' %anking and ndfc@'>


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Chapter : 3REASEARCH METHODOLOY


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RESEARCH METHODOLOY

INTRODUCTION

Re'earc& i' an art of 'cientific inve'tigation t&roug& 'earc& for new fact' in any %ranc& of

knowledge> t i' a moment from known to unknown>

Re'earc& alway' 'tart' wit& a 3ue'tion or a *ro%lem>t' *ur*o'e i' to find an'wer' to

3ue'tion' t&roug& t&e a**lication of t&e 'cientific met&od>

t i' a 'y'tematic and inten'ive 'tudy directed toward' a more com*lete knowledge of t&e

'u%2ect 'tudied>

A' marketing doe' not addre'' it'elf to %a'ic or fundamental 3ue'tion? it doe' not 3ualify a'

%a'ic re'earc&> "n t&e contrary? it tackle' *ro%lem'? w&ic& 'eem to &ave immediate

commercial *otential> n view of t&e ma2or con'ideration? marketing re'earc& '&ould %e

regarded a' a**lied re'earc&>

e may al'o 'ay t&at marketing re'earc& i' of %ot& ty*e' *ro%lem 'olving and *ro%lem

oriented> /arketing re'earc& i' a' 'y'tematic and o%2ective' 'tudy of t&e *ro%lem'

*ertaining to t&e marketing of t&e good' and 'ervice'> t may %e em*&a'i(ed t&at it i' not

re'tricted to any *articular area of marketing? %ut i' a**lied to all t&e *&a'e' and a'*ect'>


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METHOD OF DATA COLLECTION

/( Data to be !olle!te# n order to determine t&e *re'ent *o'ition and 'ati'faction of cu'tomer of

kotak /a&indra ife n'urance>

aK Primary #ata

T&e data t&at i' %eing collected for t&e fir't time or to *articularly fulfill t&e

o%2ective' of t&e *ro2ect i' known a' *rimary data>

T&e'e ty*e' of data were?

T&e market '&are of =otak /a&indra ife n'urance>

T&e market '&are of ot&er %rand' availa%le in t&e market>

Re'*on'e' of con'umer>

dentifying *ro' and con' of t&e %rand>

T&e a%ove *rimary data were collected t&roug& re'*on'e' of con'umer wa'

conducted t&roug& 3ue'tionnaire' *re*ared for t&em>

%K Secondary #ata

Secondary data are t&at ty*e of data? w&ic& are already a''em%led and need

not to collected from out'ide> T&e'e ty*e' of data were

iK Com*any Profile

iiK Product Profile

iiiK Com*etitor' Profile

T&e afore'aid data were collected t&roug& nternet and com*any ' financial

Re*ort


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7or given *ro2ect? t&e *rimary data? w&ic& needed to collect for t&e fir't time? were muc&

'ignificant> T&i' ty*e of information gat&ered t&roug& Survey tec&ni3ue? w&ic& i' t&e mo't

*o*ular and effective tec&ni3ue for correct data collection> T&e 'urvey wa' com*leted wit&

t&e u'e of 3ue'tionnaire'>

ue'tionnaire for con'umer>

8( Sa)+l&n:

Sam*le i' t&e 'mall grou* taken under con'ideration from t&e total grou*> T&i' 'mall grou*

re*re'ent' t&e total grou*> n t&e *ro2ect ? w&ic& wa' a'k to %e 'tudied wa' del&i cu'tomer'

market %ut a' it wa' *o''i%le to a**roac& all t&e re'*ondent ' cu'tomer of t&e city? &ence a

'am*le wa' 'elected w&ic& re*re'ent' t&e w&ole city> T&e area' 'elected for t&e 'am*le are

*re'ent furt&er in t&e a**endix> Sam*le 'i(e of cu'tomer li't wa' taken from =otak

/a&indra %ank cu'tomer data %a'ic>

=( Data E,al$at&on

After t&e data &ave %een collected? t&e next ta'k i' to analy(e t&em> &ave done t&e

com*arative analy'i' of t&e organi(ation' t&at &ave %een vi'ited> T&e'e organi(ation' &ave

%een com*ared again't t&e *re-decided *arameter'>


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RESEARCH OB>ECTIVES

Dariou' "%2ective' for conducting t&e re'earc& and analy'i' are li'ted a' under:

Study t&e im*act of a cu'tomer centric a**roac& %eing followed %y t&e Study t&e 'ervice' offered %y =otak /a&indra Con'ideration of variou' *romotional and marketing and adverti'ing 'trategie' of

=otak /a&indra to t&e 'ati'faction among it' ultimate u'er' and con'umer' 7inally to draw t&e variou' conclu'ion and recommendation' on t&e %a'i' of t&e

'tudy conducted on '*ecifically taking to con'ideration t&e 'ervice'? adverti'ing andmarketing 'trategie' of t&e


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SAMPLE SI?E

S$*,e 9 Con#$!t e# on 75 Res +on#ants

T&e 'tudy of 6B =otak /a&indra Anot&er rea'on could %e t&at t&e cu'tomer %a'e of t&e


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LIMITATION

T&e 'tudy could not %e made t&at com*re&en'ive due to time con'traint'> Some cu'tomer'feel uncomforta%le to reveal 'ome *er'onal information relating to income etc> it mig&t

&ave &a**ened t&at 'ome more e''ential information could &ave %een collected>

Time con'traint>

7inancial con'traint>

0eogra*&ical 'electivity in 'tudy limiting to #el&i city only>


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Chapter : !ANALYSIS AND

INTER"RETATION


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ANALYSIS /

Pe*sonal #eta&l

Classes 'A:e( No of Res+on#ents

/1@6= =

6=@87 /0

87@=7 /2=7@77 1

77@27 8

ANALYSIS

Here ma2ority of cu'tomer %elong to t&e grou* ,6-.6 year'>


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ANALYSIS 6

OCCUPATION OF THE CUSTOMERS

OCCUPATION CUSTOMER RATIO

BUSSINESS 67

PROFESSIONAL 65

SERVICE 87

STUDENT /7

OTHER 7

ANALYSIS 8


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INCOME OF THE CUSTOMERS

INCOME RATIO

LESS THAN /


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/ore t&an 6BQ of t&e cu'tomer' feel' t&at 'ervice' *rovided %y t&e


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A%out ;6Q of Cu'tomer' felt t&at t&e com*any i' growing at a very fa't rate>

ANALYSIS 2


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Around 64>6Q of t&e cu'tomer' felt t&at t&e market *o'ition of t&e com*any i' %ecoming

'tronger %ut t&e re't feel' t&at com*any &a' to make more effort'>

ANALYSIS 4


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/ore t&an B cu'tomer' felt t&at t&e infra'tructure of t&e


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CHA"TER : #

ENERALFINDINS

AND

SUESTIONS

1> AT/ 7acility i' more widely u'ed %y cu'tomer' %elonging to


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Private)7oreign T&e general *erce*tion i' t&at Private

8> Adverti'ement' and 7ree%ie' can %e u'ed to attract more cu'tomer'>


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Chapter : $

%&'%()*+&'


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CONCLUSION

1> =otak /a&indra

7or Exam*le? t&e E#0E Saving Account aim' to 'erve middle cla'' cu'tomer'

'o minimum %alance re3uired to %e maintained i' R'> 1BBBB> &ile t&e PR"and ACE Saving Account' are targeted at &ig& income cu'tomer'? t&e minimum%alance re3uirement i' R'> ,BBBB and R'> 96BBB>

4> Cu'tomer' w&o are more *rofita%le to t&e Priority 7ree add-on card' for relative'>

9> T&e

;> T&e #e%it Card' *rovided %y t&e


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1B> T&e T&e "verall t&e cu'tomer' a**reciate t&e 'ervice and *roduct' offered %y t&e


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Chapter : ,

REFERENCE


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REFERENCE

T&ere wa' immen'e need and flow of t&e information w&ile conducting t&e analy'i' a' wella' w&ile writing t&e t&e'i' re*ort? w&ic& wa' gat&ered t&roug& variou' 'ource' mentioned%elow:

Va*&o$s Ma:a&nes an# Ne-s+a+e*s s$!" as 3

"utlook7inancial Time'T&e Economic Time'T&e Time' of ndiaT&e Hindu'tan Time'

Ot"e* Refe*en!es 3

ue'tionnaire'? Lournal'?

Inte*net 3

www> =otak /a&indra comwww> =otak /a&indra co>inwww>google>comwww>economictime'>com
http://www.economictimes.com/http://www.economictimes.com/


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Chapter : -

.UESTIONNAIRE


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UESTIONNAIRE

NAME

ADDRESS

AE

6 ak& 1>6 ak& to . ak& . ak&to 4>6 ak& a%ove 6 ak&

/< Do 9o$ "ol# a sa,&n: a!!o$nt

e' !o

6< If 9es &n -"&!" ban%s

A Project Report on Kotak Mahindra Bank

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