PROJECT STUDY ON “ TO ANALYZE THE PERCEPTION OF CUSTOMER TOWARDS THE SEVICES OF AXIS BANK, HANUMANGARH’’ SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION OF RAJASTHAN TECHNICAL UNIVERSITY, KOTA SUPERVISED BY: SUBMITTED BY: MR.TEZ SINGH Kavita Rathore (Branch Manager) MBA II year FACULTY SUPERVISIOR: MR. ADARSH PANDEY SUBMITTED TO SWAMI KESHVANAND INSTITUTE OF TECHNOLOGY, jjjjjjj jjjj MANAGEMENT & GRAMOTHAN 2009-2011 1
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PROJECT STUDY
ON
“ TO ANALYZE THE PERCEPTION OF CUSTOMER TOWARDS THE SEVICES OF AXIS BANK, HANUMANGARH’’
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION OF RAJASTHAN TECHNICAL UNIVERSITY, KOTA
SUPERVISED BY: SUBMITTED BY:
MR.TEZ SINGH Kavita Rathore
(Branch Manager) MBA II year
FACULTY SUPERVISIOR:
MR. ADARSH PANDEY
SUBMITTED TO
SWAMI KESHVANAND INSTITUTE OF TECHNOLOGY, jjjjjjj jjjj MANAGEMENT & GRAMOTHAN
2009-2011
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PREFACE
Theories are being developed, designed and stated on the groundwork of their
practical implementation and usage. Work experience seems to be the most effective
and indispensable factor of making an individual an adept. This is because one can’t
do without being exposed to varying circumstances and possible consequences.
Training not only develops individual skills and abilities but also provides proficiency
in work performance.
The researcher has done research in a Branch of AXIS BANK, at
HANUMANGARH, which constitute an essential part of two years MBA program at
SKIT, Jaipur. The research period consists of forty five working days. The researcher
selected the project study on the topic “CUSTOMER PERCEPTION ABOUT AXIS
BANK” It was really a great opportunity getting practical insight of the market.
Initially I felt that classroom study was irrelevant and to useless in any concern’s
working, but gradually I realized that all the basic fundamental concepts studied are
linked in one or the other ways to the organization. Further it could be said that theory
and practical training are supplementary to each other and help in drawing
meaningful conclusion and it’s just a matter of modifying the theory, so as to apply in
to given practical solution.
I sincerely believe that there is no better place to learn the practical side of
management studies than the industry itself.
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ACKNOWLEDGEMENT
I would like to take this opportunity as a platform to thank various individuals,
without the support of whom, this project would not have been successful.
Firstly I would like to thanks Mr. TEJ SINGH NATHAWAT (Branch Manager) and
AXIS BANK for giving me an opportunity to work in such a reputed company and
guiding me in spite of his busy schedule.
I emphatically express the regards and gratitude towards my speculative guide
Mr. VINOD SETHI, for his expert & invaluable guidance, constant
encouragement, and constructive criticism to accomplish such laborious and
exhaustive work timely and perfectly.
I would also like to thank all the Employees of Axis Bank, Hanumangarh for their
invaluable help and cooperation in completing my project successfully.
I acknowledge my gratitude with sense of reverence to Prof. ADARSH PANDEY
and all the Faculty Members for providing me an opportunity to undertake my
project.
I solely claim all the responsibility for any shortcoming and limitation in this work.
I am grateful to the director of SWAMI KESHVANAND INSTITUTE OF TECHNOLOGY,
MANAGEMENT & GRAMOTHAN, JAIPUR for granting me the opportunity to prepare
such a report.
Kavita Rathore
MBA-IIYEAR
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SUMMARY OF THE PROJECT STUDY
Banking Industry which is basically my concern industry around which my project
has to be revolved is really a very complex industry.
I am Kavita Rathore. I did my project study with AXIS BANK in 15 days.
I was assigned the task of doing survey on customers. I reported to sales
manager who acted as the delivery head of this project but somewhere an officer
also was very closely involved.
This comparison pushed me to revisit the plans/ strategy thought out by me. This
was of immense help in improving the quality of my inputs.
I learnt a lot during the project. Firstly it provided me much needed corporate
exposure (working with team, business communication, prioritizing work).
Though we are continuously given inputs on soft skills and business
communication during our program; but there is no better place to hone these
skills than the workplace
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CONTENTS:
S.No.
Topic Page No.
1. Preface
2. Acknowledgement
3. Executive Summary
4. Chapter 1 : Introduction of the Industry 6-22
5. Chapter 2 :Introduction of the organization(AXIS BANK) 23-58
6. Chapter 3 : Introduction of Title. 61-79
7. Chapter 4 : Research Methodology
4.1 Objective of the study
4.2 Type of research
4.3 Sample size
4.4 Method of selecting sample
4.5 Limitation of study
80-87
8. Chapter 5 : Data Analysis & Interpretation 88-103
9. SWOT Analysis 104-105
10. Facts & findings 106-107
11. Recommendations & Suggestions 108-109
12 Conclusion 110-111
13 Bibliography 112
14. Appendix 113-115
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INDUSTRY INTRODUCTION:
HISTORY OF INDUSTRY
The word "bank" reflects the origins of banking in temples. According to the famous
passage from the New Testament, when Christ drove the money changers out of the
temple in Jerusalem, he overturned their tables. Matthew 21.12. In Greece, bankers
were known as trapezitai, a name derived from the tables where they sat. Similarly, the
English word bank comes from the Italian banca, for bench or counter.
The history of banking is closely related to the history of money As monetary
payments became important, people looked for ways to safely store their money. As
trade grew, merchants looked for ways of borrowing money to fund expeditions.
The first banks were probably the religious temples of the ancient world, and were
probably established sometime during the 3rd millennium B.C. Banks probably predated
the invention of money. Deposits initially consisted of grain and later other goods
including cattle, agricultural implements, and eventually precious metals such as gold, in
the form of easy-to-carry compressed plates. Temples and palaces were the safest
places to store gold as they were constantly attended and well built. As sacred places,
temples presented an extra deterrent to would-be thieves. There are extant records of
loans from the 18th century BC in Babylon that were made by temple priests to
merchants. By the time of Hammurabi's Code, banking was well enough developed to
justify the promulgation of laws governing banking operations.
Global banking and capital market services proliferated during the 1980s and 1990s as
a result of a great increase in demand from companies, governments, and financial
institutions, but also because financial market conditions were buoyant and, on the
whole, bullish. Interest rates in the United States declined from about 15% for two-year
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U.S. Treasury notes to about 5% during the 20-year period, and financial assets grew
then at a rate approximately twice the rate of the world economy. Such growth rate
would have been lower, in the last twenty years, were it not for the profound effects of
the internationalization of financial markets especially U.S. Foreign investments,
particularly from Japan, who not only provided the funds to corporations in the U.S., but
also helped finance the federal government; thus, transforming the U.S. stock market by
far into the largest in the world.
The Indian Banking industry, which is governed by the Banking Regulation Act of
India, 1949 can be broadly classified into two major categories, non-scheduled banks
and scheduled banks. Scheduled banks comprise commercial banks and the co-
operative banks. In terms of ownership, commercial banks can be further grouped into
nationalized banks, the State Bank of India and its group banks, regional rural banks
and private sector banks (the old/ new domestic and foreign). These banks have over
67,000 branches spread across the country in every city and villages of all nook and
corners of the land.
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking. This in turn resulted in
a significant growth in the geographical coverage of banks. Every bank had to earmark
a minimum percentage of their loan portfolio to sectors identified as “priority sectors”.
The manufacturing sector also grew during the 1970s in protected environs and the
banking sector was a critical source. The next wave of reforms saw the nationalization
of 6 more commercial banks in 1980. Since then the number of scheduled commercial
banks increased four-fold and the number of bank branches increased eight-fold. And
that was not the limit of growth.
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After the second phase of financial sector reforms and liberalization of the sector
in the early nineties, the Public Sector Banks (PSBs) found it extremely difficult to
compete with the new private sector banks and the foreign banks. The new
private sector banks first made their appearance after the guidelines permitting
them were issued in January 1993. Eight new private sector banks are presently
in operation. These banks due to their late start have access to state-of-the-art
technology, which in turn helps them to save on manpower costs.
During the year 2000, the State Bank of India (SBI) and its 7 associates
accounted for a 25 percent share in deposits and 28.1 percent share in credit.
The 20 nationalized banks accounted for 53.2 percent of the deposits and 47.5
percent of credit during the same period. The share of foreign banks (numbering
42), regional rural banks and other scheduled commercial banks accounted for
5.7 percent, 3.9 percent and 12.2 percent respectively in deposits and 8.41
percent, 3.14 percent and 12.85 percent respectively in credit during the year
2000.about the detail of the current scenario we will go through the trends in
modern economy of the country.
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BANKING STRUCTURE IN INDIA
Scheduled Banks in India
(A) Scheduled Commercial Banks
Public sector
Banks
Private sector
Banks
Foreign Banks
in India
Regional Rural
Bank
(28) (27) (29) (102)• Nationalized
Bank
• Other Public
Sector Banks
(IDBI)
• SBI and its
Associates
• Old Private
Banks
• New Private
Banks
(B) Scheduled Cooperative Banks
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INTRODUCTION
The banking section will navigate through all the aspects of the Banking System
in India. It will discuss upon the matters with the birth of the banking concept in
the country to new players adding their names in the industry in coming few
years.
The banker of all banks, Reserve Bank of India (RBI), the Indian Banks
Association (IBA) and top 20 banks like IDBI, HSBC, ICICI, ABN AMRO, etc. has
been well defined under three separate heads with one page dedicated to each
bank.
However, in the introduction part of the entire banking cosmos, the past has been
well explained under three different heads namely:
• History of Banking in India
• Nationalization of Banks in India
• Scheduled Commercial Banks in India
The first deals with the history part since the dawn of banking system in India.
Government took major step in the 1969 to put the banking sector into systems
and it nationalized 14 private banks in the mentioned year. This has been
elaborated in Nationalization Banks in India. The last but not the least explains
about the scheduled and unscheduled banks in India. Section 42 (6) (a) of RBI
Act 1934 lays down the condition of scheduled commercial banks. The
descriptions along with a list of scheduled commercial banks are given on this
page.
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HISTORY OF BANKING IN INDIA
Without a sound and effective banking system in India it cannot have a healthy
economy. The banking system of India should not only be hassle free but it
should be able to meet new challenges posed by the technology and any other
external and internal factors.
For the past three decades India's banking system has several outstanding
achievements to its credit. The most striking is its extensive reach. It is no longer
confined to only metropolitans or cosmopolitans in India. In fact, Indian banking
system has reached even to the remote corners of the country. This is one of the
main reasons of India's growth process.
The government's regular policy for Indian bank since 1969 has paid rich
dividends with the nationalization of 14 major private banks of India.
Not long ago, an account holder had to wait for hours at the bank counters for
getting a draft or for withdrawing his own money. Today, he has a choice. Gone
are days when the most efficient bank transferred money from one branch to
other in two days. Now it is simple as instant messaging or dial a pizza. Money
have become the order of the day.
The first bank in India, though conservative, was established in 1786. From 1786
till today, the journey of Indian Banking System can be segregated into three
distinct phases. They are as mentioned below:
• Early phase from 1786 to 1969 of Indian Banks
• Nationalization of Indian Banks and up to 1991 prior to Indian banking
sector Reforms.
• New phase of Indian Banking System with the advent of Indian Financial &
Banking Sector Reforms after 1991.
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To make this write-up more explanatory, I prefix the scenario as Phase I, Phase
II and Phase III.
Phase I
The General Bank of India was set up in the year 1786. Next came Bank of
Hindustan and Bengal Bank. The East India Company established Bank of
Bengal (1809), Bank of Bombay (1840) and Bank of Madras (1843) as
independent units and called it Presidency Banks. These three banks were
amalgamated in 1920 and Imperial Bank of India was established which started
as private shareholders banks, mostly Europeans shareholders.
In 1865 Allahabad Bank was established and first time exclusively by Indians,
Punjab National Bank Ltd. was set up in 1894 with headquarters at Lahore.
Between 1906 and 1913, Bank of India, Central Bank of India, Bank of Baroda,
Canara Bank, Indian Bank, and Bank of Mysore were set up. Reserve Bank of
India came in 1935.
During the first phase the growth was very slow and banks also experienced
periodic failures between 1913 and 1948. There were approximately 1100 banks,
mostly small. To streamline the functioning and activities of commercial banks,
the Government of India came up with The Banking Companies Act, 1949 which
was later changed to Banking Regulation Act 1949 as per amending Act of 1965
(Act No. 23 of 1965). Reserve Bank of India was vested with extensive powers
for the supervision of banking in India as the Central Banking Authority.
During those day’s public has lesser confidence in the banks. As an aftermath
deposit mobilization was slow. Abreast of it the savings bank facility provided by
the Postal department was comparatively safer. Moreover, funds were largely
given to traders.
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Phase II
Government took major steps in this Indian Banking Sector Reform after
independence. In 1955, it nationalized Imperial Bank of India with extensive
banking facilities on a large scale especially in rural and semi-urban areas. It
formed State Bank of India to act as the principal agent of RBI and to handle
banking transactions of the Union and State Governments all over the country.
Seven banks forming subsidiary of State Bank of India was nationalized in 1960
on 19th July, 1969, major process of nationalization was carried out. It was the
effort of the then Prime Minister of India, Mrs. Indira Gandhi. 14 major
commercial banks in the country was nationalized.
Second phase of nationalization Indian Banking Sector Reform was carried out in
1980 with seven more banks. This step brought 80% of the banking segment in
India under Government ownership.
The following are the steps taken by the Government of India to Regulate
Banking Institutions in the Country:
• 1949: Enactment of Banking Regulation Act.
• 1955: Nationalization of State Bank of India.
• 1959: Nationalization of SBI subsidiaries.
• 1961: Insurance cover extended to deposits.
• 1969: Nationalization of 14 major banks.
• 1971: Creation of credit guarantee corporation.
• 1975: Creation of regional rural banks.
• 1980: Nationalization of seven banks with deposits over 200 crore.
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After the nationalization of banks, the branches of the public sector bank India
rose to approximately 800% in deposits and advances took a huge jump by
11,000%.
Banking in the sunshine of Government ownership gave the public implicit faith
and immense confidence about the sustainability of these institutions.
Phase III
This phase has introduced many more products and facilities in the banking
sector in its reforms measure. In 1991, under the chairmanship of M
Narasimham, a committee was set up by his name which worked for the
liberalization of banking practices.
The country is flooded with foreign banks and their ATM stations. Efforts are
being put to give a satisfactory service to customers. Phone banking and net
banking is introduced. The entire system became more convenient and swift.
Time is given more importance than money.
The financial system of India has shown a great deal of resilience. It is sheltered
from any crisis triggered by any external macroeconomics shock as other East
Asian Countries suffered. This is all due to a flexible exchange rate regime, the
foreign reserves are high, the capital account is not yet fully convertible, and
banks and their customers have limited foreign exchange exposure.
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BANKS IN INDIA
In India the banks are being segregated in different groups. Each group has their
own benefits and limitations in operating in India. Each has their own dedicated
target market. Few of them only work in rural sector while others in both rural as
well as urban. Many even are only catering in cities. Some are of Indian origin
and some are foreign players.
All these details and many more is discussed over here. The banks and its
relation with the customers, their mode of operation, the names of banks under
different groups and other such useful information’s are talked about.
One more section has been taken note of is the upcoming foreign banks in India.
The RBI has shown certain interest to involve more of foreign banks than the
existing one recently. This step has paved a way for few more foreign banks to
Perception is the process by which we receive and interpret information from the world around us. The world around us consists of various kinds and levels of physical energy. Our knowledge of the world comes through our sense organs, which react to these energies. Certain wavelengths of electromagnetic radiation stimulate our eyes. Our ears sense certain kinds of mechanical vibrations in the air. Our noses and tongues are sensitive to certain chemical stimuli. Sense organs in our skin respond to pressure, temperature changes, and various stimuli related to pain. Sense organs in our joints, tendons, and muscles are sensitive to body movement and position.
The sense organs change the various environmental energies into nervous impulses, which go to the brain. Through the psychological process of perception, the patterns of energies become known as objects, events, people, and other aspects of the world.
The process of perception does not reveal objects and events of the world. We see light and colour, but there is no light or colour in the electromagnetic waves that stimulate the eyes. In the same way, there is no music or noise in the vibrations that stimulate the ear. The brain organizes and interprets nervous impulses from the eyes as light and colour, and impulses from the ears as sound. Together, the sense organs and the brain transform physical energy from environmental stimuli into information about the events around us.
When looking at the illustration on this page, you may first see only a complicated pattern of dark and light areas. As you study the pattern, your first perception may change, particularly if you are told that a bearded man is in the picture. After you have seen the man, it will be almost impossible not to see him when you look at the picture again.
This picture emphasizes two important points about perception. First, stimulation of the sense organs alone does not determine the nature of what is perceived. Second, perception is a dynamic process of "working on" sensory data to produce perceptual objects and events. The "work" involves many physical, physiological, and psychological factors.
Axis bank targets all segment of customer with various types of products and
services. I interacted with a a lot of customers and collect their feedback on the
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given services of company, and feedback are positive response from all point of
view. Customers are beneficiary from both sides monetary as well as non
monetary-
Customer perception is an important component of our relationship with our customers. Given that 90% plus of our orders at some point involve the phone, how we handle the telephone is essential to creating a perception for our customer that aligns with the company mission of service.
What is perception?
According to Stephen P Robbins, Perception is a process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment. The term originated from a Latin word ‘percepio’ meaning receiving, collecting, action of taking possession, apprehension with the mind or senses.
Fred Luthans has defned Perception as a complicated interactions of selection, organization and interpretation of stimuli. According to Luthans, the perceptual process comprises of External environment—Confrontation—Registration—Interpretation—Feedback—Behaviour—Consequence.
Definition of perception :
Perception is a process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment.
“If everyone perceived everything the same way , things would be a lot simpler”. -- Moorhead & Griffin
“Perception may be defined as a process by which individuals organize and interpret their sensory impressions n order to give meaning to their environment”. -- S. P. Robbins
People in organization are bombarded constantly by thousands of visual, auditory, tactile, gustatory and olfactory stimuli. the critical question in study of
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perception is that why do different people have different views for same activity. So this is only being able to answered by studying and defining perception.Perception is defined as the process of selecting, organizing and interpreting or attaching meaning to the events happening in the environment.
In simple terms, perception is understood as the act of seeing what is there to be seen. But what is seen is influenced by the individual, the object, and the situation.
Principles of perception.
There are a number of general principles that help us understand the process of perception. One of the most important is the principle of closure. It tells us that we have the general tendency to perceive things as complete and unified. We tend to "fill in" parts that are missing, or parts that conform to an overall impression.
The principle of constancy states that despite changes that occur in stimulation, we have a strong tendency to perceive objects as constant in size, shape, color, and other qualities. For example, an orange will be perceived with its characteristic color under different kinds of light.
The opposite of the principle of constancy is also important. Sometimes an object or pattern of stimulation will remain constant, but the perceived effect will vary. Look at the grey and black cubes in the illustration on this page. At one moment you will see three complete cubes, and at another you may see five.
Another important principle relates to perceptual context. The perception of an object or event depends in part on the context (surrounding conditions). Look at the two rectangles containing the words World Book in the illustration on this page. The words are printed with the same ink. Do they look the same? Background intensity and colour may affect the colour and intensity of elements upon it. To most people, grey surrounded by black appears brighter and somewhat larger. This effect is called visual induction. Notice, too, that the effect is opposite to that observed with the two grey triangles with black and white detail. In this case, the grey with black detail appears darker rather than brighter.
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Perception pyramid :
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Understanding perception
Types of perception :
Perception has three levels of complexity:
• Detection
• Recognition
• Discrimination
Detection refers to whether people can sense that they are being stimulated by some form of energy. For example, a light may be so dim they can barely detect its presence.
Recognition means being able to identify as well as detect a particular pattern of stimulation.
Discrimination means being able to perceive one pattern of stimulation as different from another. For example, a person may hear slight differences between two similar musical tones.
The field of study that deals with levels of perception is called psychophysics. Experimental psychologists investigate the relationships between the physical properties of stimulus patterns and the perceived effects of the stimuli. For example, they may study the relationship between sound frequency and the perceived.
Perception is based on :
• Genes• Personality• Culture• Experience
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How Does Perception Work ?
Perception is influenced by :
the perceiver
the target
the situation
Factors affecting perception
Various factors influence what and how we perceive. Our perceptions are influenced by the ways our bodies are structured to receive and process stimuli from the environment. Our perceptions also reflect our emotions, needs, expectations, and learning.
Receptors :
Each sensory system, such as vision, hearing, or touch, has its own specialized body parts. These parts are called receptors, and they change energies from the environment into nervous impulses. The human eye, for example, has two major kinds of receptors in the retina (the light-sensitive part of the eye). These receptors are called rods and cones. The rods respond to the intensity of light, but not to different frequencies of light (different colours). The cones do respond to different frequencies of light, and are called colour receptors. The rods allow us to see in dim light, and the cones enable us to see colours and sharp detail in bright light. Thus, the particular ways that receptors are structured and function help determine the perceptual effects related to them.
The brain:
Certain physical and functional features of the brain also determine some aspects of perception. The part of the brain that serves vision has different kinds of cells that respond only under certain conditions of stimulation. Some of these cells respond only when a light goes off. Others respond when a light comes on, but they stop responding if the light stays on. Such cells also are arranged in special ways in the brain, and this fact is related to how we perceive. For example, some cells are arranged in columns or in clusters. Such arrangements are related to how we perceive edges and forms. Experiments suggest that some cells in the brain allow us to perceive movement.
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Learning, emotion, and motivation.
Much evidence points to the conclusion that early experience, learning, emotion, and motivation are important in defining what and how we perceive. Part of this accumulating evidence comes from experiments that compare how people in different cultures perceive things. The perception of such things as form, colour, pain, and touch may differ from culture to culture, depending on habits and customs, and training of children.
A simple example of how learning can affect perception is provided by reading the phrases inside the two triangles in the illustration on the next page. Did you fail to see the duplicate word in each phrase? Most people do, and some continue to do so even with many repeated readings. In learning to perceive words and sentences, we learn not to perceive each letter and word separately. Instead, we become able to scan the overall pattern and "fill in" the remainder. A poor reader is more likely than a good reader to see the duplicate word in each phrase.
Some illusions are related to learning and past experience. An illusion is not a false perception, as many people believe, but one that is inconsistent with another perception. Since perception does not literally reveal the environment, no sensory system is closer to some absolute truth than any other. We tend to check visual illusions against touch, but touch can involve illusory effects, too. Look at the two triangular patches of grey containing black and white detail in the illustration on this page. If you see the patches as being different shades of grey, you are experiencing an illusion. The patches are the same shade of grey.
Emotions and motivation can have an important effect on perception. Sometimes a severe emotional disturbance can prevent perception completely, as when emotional shock causes individuals to lose their hearing temporarily. We are more likely to perceive those aspects of our environment that are related to our motives. For example, motivation can affect the perceived characteristics of objects. To hungry people, food may appear larger or more colourful than usual.
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Understanding perception :
Perceptual Selectivity :
• Perceptual selection is the process by which people filter out irrelevant or less significant information so that they can deal with the most important matters.
Perceptual Selection is determined by
External Factors
Internal Factors
External Factors affecting perceptual selection:
Size
Intensity
Repetition
Novelty and familiarity
Contrast
Motion
Size: The larger the size, the more likely it is to be perceived. The tallest person in the office will invariably be noticed.
Intensity: The more intense an external factor (bright light, loud noise, high pitch sound etc.) the more likely it is to be perceived. One may notice that the TV commercials always have high pitch as compared to normal telecast.
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Contrast: External factors that stand out against the background or things that are not which people expect are more likely to be perceived.
Motion: A moving factor is more likely to be perceived than stationary factor. Films (motion pictures) attract people more than a static picture.
Repetition: A repeated factor is more likely to be noticed. Marketing managers use this principle in trying to get attention of the prospective customers.
Novelty and familiarity: Either novelty or familiarity will can attract attention. People would quickly notice a person riding an elephant on a busy street in Delhi. On the other hand, one is likely to spot a familiar face in a crowd or a familiar voice even if there is a lot of noise and confusion.
A combination of these or similar factor may be operating at any time to affect perception. Along with the internal factors, they determine whether any particular stimulus is more or less likely to be noticed.
Internal factors affecting perceptual selection :
Personality
Learning
Motivation
Personality:
Personality has an interesting influence on what and how people perceive. For example, conscientious people tend to pay more attention to external environmental cues than does a less conscientious person. Less conscientious
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persons are impulsive, careless, and irresponsible. They see their environment as hectic and unstable which affects the way they make perceptual selections. On the other hand, more conscientious people organize their perceptions into neat categories, allowing themselves to retrieve data quickly and in an organized manner. In other words, they are careful, methodical, and disciplined in making perceptual selections.
Learning:
Learning determines the development of perceptual sets. A perceptual set is an expectation of a particular interpretation based on past experiences with the same or an identical object. In organizational settings, past experiences of the managers and employees influence their perceptions to a great extent.
Motivation:
A person’s most urgent needs and desires at any particular time can influence perception. People perceive things that promise to help satisfy their needs and that they have found rewarding in the past. Also, according to Pollyanna principle, people process pleasant event more efficiently and accurately than they do unpleasant events. For example, an employee who receives both positive and negative feedback during the appraisal meeting may more easily and clearly remember the positive statements than the negative ones.
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Perceptual Organization :
Figure-ground:
Perceived objects stand out as separable from their general background. In the context of organizations, a company may import a new technology in order to compete in the globalized economy. Here import of a new technology is a figure and global competitive environment is the background. The employees will immediately notice the installation of new technology whereas the global competitive environment is not visible by naked eyes.
Perceptual grouping: There is a general tendency among individuals to group several stimuli together into a recognizable pattern. There are certain underlying uniformities in grouping. When simple cons constellations of stimuli are presented to people, they tend to group them together by closure, continuity, proximity, and similarity.
Closure:
An individual may perceive a whole while one actually does not exists. The person’s perceptual process closes the gaps that are unfilled by from sensory inputs. In a formal organization, employees may either see a ‘whole’ that does not exits or not be able to put the pieces together into a ‘whole’ that does exists. For example, head of a project team may take the view that the entire team agrees to his plan of action whereas there are differing views among the team members, which remains unarticulated in a formal manner. On the other hand, a functional team might view/perceive that their objectives are the objectives of the whole company.
Continuity:
An individual tend to perceive continuous lines/patterns. This leads to inflexible thinking on the part of organizational members (both managers and employees). Thus, only the obvious, continuous patterns or relationships are perceived. For example, a new design for some production process or product may be limited to obvious flows or continuous lines/patterns. New innovative ideas or designs may not be perceived.
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Proximity:
A group of stimuli that are close together will be perceived as a whole pattern of parts belonging together. For example, several employees in an organization may be identified as a single group because of physical proximity. Several workers who work on a particular process may be viewed as a single whole. If the output is low and the supervisor reports a number of grievances from the group, the management may perceive that all the workers working on that particular process are trouble makers whereas in some of them might be loyal and dedicated employees.
Similarity:
The greater the similarity of stimuli, the greater is the tendency to perceive them as a common group. Similarity is conceptually related to proximity but in most cases stronger than proximity. In an organization, all employees who wear blue collars may be perceived as a common group, when in reality, each employee is a unique individual. This might also lead to perceptual error termed as stereotyping.
Perceptual Constancy:
There are two issues. While objective reality of stimuli remains unchanged, people’s subjective reality also remains constant. That is, the individual is likely to give meaning to stimuli in the same way whenever exposed to them unless and until objective reality has been revealed more broadly by way of undoing the perceptual errors. For example, a manager in the company who believes that female employees are poor performers would continue to have the same perception until and unless the latter prove that they are better than their male colleagues.
Perceptual Context:
It gives meaning and value to simple stimuli in the environment. The organizational culture and structure provide the primary context in which workers and managers perceive things. Thus, a verbal order, an e-mail message, a new policy, a suggestion, a raised eyebrow, a pat on the back takes on special meaning and value when placed in the context of work organization.
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Process of Perception :
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CUSTOMER PERCEPTION:
Customer perception is an important component of our relationship with our customers. Given that 90% plus of our orders at some point involve the phone, how we handle the telephone is essential to creating a perception for our customer that aligns with the company mission of service.
In today’s globalising economy competition is getting more and more fierce. That means it becomes more difficult for products and services to differentiate themselves from other offerings than ever before. Not only is the number of competitive offerings rising due to globalisation of production, sourcing, logistics and access to information. Many products and services face new competition from substitutes and from completely new offerings or bundles from industry outsiders. Since product differences are closed at an increasing speed and many companies try to win the battle for customers by price reductions, products and services tend to become commodities.
On the other hand, customer behaviour becomes more hybrid. On one hand, customers are increasingly price sensitive – searching for bargains at marketplaces like ebay or buying their groceries at discount markets. On the other hand they enjoy branded and luxury goods. One and the same person may plan a weekend trip with a no-frills airline and a stay at a five-star-hotel.
In the result, customers have a wider choice of often less distinguishable products and they are much better informed. For many offerings the balance of power shifts towards the customer. Customers are widely aware of their greater power, which raises their expectations on how companies should care for them.
Bringing it all together, it becomes ever more difficult to differentiate a product or service by traditional categories like price, quality, functionality etc.
In this situation the development of a strong relationship between customers and a company could likely prove to be a significant opportunity for competitive advantage. This relationship is not longer based on features like price and quality alone. Today it is more the perceived experience a customer makes in his various interactions with a company (e.g. how fast, easy, efficient and reliable the process is) that can make or break the relationship. Problems during a single transaction can damage a so far favourable customer attitude.
The consequence for companies is that they have to adapt their ways of competing for customers. Traditionally, companies have focused their efforts of customer relationship management on issues like customer satisfaction and targeted marketing activities like event marketing, direct marketing or advertising. Although doubtless necessary and beneficial, these activities are not longer
enough. They narrow the relationship between company and customer down to a particular set of contacts in which the company invests its efforts. Most likely this will produce not more than a satisfied customer who is well aware of the companies offerings and has a positive attitude towards them. However, a satisfied customer is not necessarily a loyal one.[2]
If a customer is satisfied that means that a product of service has met his expectations and that he was not dissatisfied by it. Customer satisfaction is doubtlessly very important. It is the precondition for repeat purchases and it prevents the customer from telling others about his disappointing experiences. A loyal customer, however, is more than a customer who frequently purchases from a company.
The difference is the emotional bond which links the customer so closely to the company that he develops a clear preference for these products or brands and is even willing to recommend them to others. Loyal customers truly prefer a product, brand or company over competitive offerings. Thus loyalty goes beyond a rational decision for known quality or superior price-performance-ratio. It is about the customers’ feelings and perceptions about the brand or product.
When the customer makes his buying decision, he evaluates the benefits he perceives from a particular product and compares them with the costs. The value a customer perceives when buying and using a product or service go beyond usability. There is a set of emotional values as well, such as social status, exclusivity, friendliness and responsiveness or the degree to which personal expectations and preferences are met. Similarly, the costs perceived by the customer, normally comprise more than the actual price. They also include costs of usage, the lost opportunity to use an other offering, potential switching costs etc. Hence, the customer establishes an equation between perceived benefits and perceived costs of one product and compares this to similar equations of other products.
Based on this, customer loyalty can be understood as to how customers feel about a product, service or brand and whether their perceived total investments with a it live up to their expectations.
The important point here is the involvement of feelings, emotions and perceptions. In today’s competitive marketplace, these perceptions are becoming much more important for gaining sustainable competitive advantage.
Customer perceptions are influenced by a variety of factors. Besides the actual outcome – i.e. did the product or service deliver the expected function and did it fulfil the customers need – the whole process of consumption and all interactions involved are of crucial importance. In today’s globalised information driven economy this can also comprise issues like
How other customers or influencing groups perceive the product or brand
The degree to which the customer feels the actual marketing campaign addresses the most important issues
Responsiveness and service quality of any affiliates, e.g. distribution partners
Customer perceptions are dynamic. First of all, with the developing relationship between customer and company, his perceptions of the company and its products or services will change.
The more experience the customer accumulates, the more his perceptions will shift from fact-based judgements to a more general meaning the whole relationship gains for him. Over time, he puts a stronger focus on the consequence of the product or service consumption.
Moreover, if the customers’ circumstances change, their needs and preferences often change too. In the external environment, the offerings of competitors, with which a customer compares a product or service will change, thus altering his perception of the best offer around. Another point is that the public opinion towards certain issues can change. This effect can reach from fashion trends to the public expectation of good corporate citizenship. Shells intention to dump its Brent Spar platform into the ocean significantly altered many customers perception of which company was worth buying fuel from.
Research has been don on the impact of market share on the perceived quality of a product.[3] Depending on the nature of the product and the customers’ preferences, increasing market share can have positive or negative effects on how the customer perceives the product.
Positive effects of increasing market share on customer perception Increasing market share can send out positive signals by acting as an
indicator of superior quality that is recognised by more and more other
customers. This effect is particularly strong for premium priced products.
Customers normally assume that a product must be of exceptional quality if it can
gain such an unexpected market success despite its high price.
Many brands offer positive emotional benefits of using a product that is
popular in the markets.
The value of a product or service can rise through increasing number of
users of the same product, e.g. number of members of an online community,
better availability of software for popular computer systems.
Negative effects of increasing market share on customer perception For premium and luxury products, customers may translate an
increasing market share into a loss of exclusivity and thus perceive it as less
valuable.
The quality of services may suffer if they are consumed by increasing
numbers of users. Diseconomies of scales and congestions can be observed with
busy airports and many other services so that customers may look out for other
providers that promise more timely service and convenience.
The concept of customer perception does not only relate to individual customers
in consumer markets. It is also valid in business to business situations. For
example, a competitor benchmarking survey of a large industrial supplier
revealed that the market leader, although recognised for excellent quality and
service and known to be highly innovative, was perceived as arrogant in some
regions. If we take into consideration that there are about four other large players
with a similar level of quality and innovative ideas, this perceived arrogance could
develop into a serious problem. Customers here are well aware the main
characteristics of all the offerings available at the market are largely comparable.
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So they might use the development of a new product generation of their own to
switch to a supplier that can serve them not better or worse, but with more
responsiveness and understanding.
Companies have done a lot to improve customer satisfaction and customer
relationships in the past. As discussed above, this will not be enough any more.
Any serious effort to manage customer perceptions starts with a good
measurement system. Companies must be truly willing to look at the whole
process of interaction through the customers eyes. For many companies, this
requires a more or less extensive shift in mindset, since most departments from
development to sales will be involved.
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RESEARC H METHODOLOGY:
1. MEANING OF RESEARCH
Research in common parlance refers to a search for knowledge.
One can also define research as:
“A scientific and systematic search for pertinent information on a specific
topic.”
According to Clifford Woody:
“Research comprises defining and redefining problems, formulating
hypothesis or suggested solutions, collecting, organizing and evaluating
data, making deductions and reaching conclusions and at last carefully
testing the conclusions to determine whether they fit the formulating
hypothesis.”
In general terms ‘research’ refers to:
“The systematic method consisting of enunciating the problem ,formulating
a hypothesis ,collecting the facts or data ,analyzing the facts and reaching
certain conclusions either in the form of solutions towards the concerned
problem or in certain generalizations for some theoretical formulation.”
Research methodology is a systematic way, which consists of series of action
steps, necessary to effectively carry out research and the desired sequencing to
these steps. The marketing research is a process of involves a no. of inter-
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related activities, which overlap and do rigidly follow a particular sequence. It
consists of the following steps:-
• Formulating the objective of the study
• Designing the methods of data collection
• Selecting the sample plan
• Collecting the data
• Processing and analyzing the data
• Reporting the findings
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STEPS:
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Objective of Study
Research Design
Sample Design
Data Collection
Data Analysis
Report of findings
2. OBJECTIVE OF THE STUDY
The objective of the study can be divided into two parts:
• Primary Objective
• Secondary Objective
• PRIMARY OBJECTIVE
The primary objective of the study is to gain knowledge about the customer
perception about AXIS Bank through extensive market survey and customer
orientation programmes so that the bank can use this study for the further
operations.
• SECONDAR Y OBJECTIVE:
1. To study customer perception about AXIS BANK Ltd
2. To help in increasing the business of the bank
3. To identify the major attributes of customer perception.
4. To increase the awareness of AXIS Bank Ltd. In people.
5. To identify and study the various ways of ensuring customer satisfaction
adopted by AXIS BANK Vs HDFC,ICICI & SBI.
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PREPARING THE RESEARCH DESIGN:
“A research design is the arrangement of conditions for collection and analysis of
data in a manner that aims to combine relevance to the research purpose with the
economy in procedure.”
In fact the research design is the conceptual structure within which research is
conducted, it constitutes the blue print for the collection, measurement and
analysis of the data. As such the design includes an outline of what the
researcher will do from writing the hypothesis and its implications to the final
analysis of the data.
DATA COLLECTION TECHNIQUES:
This project consists of two parts.
The first part is a study of the banking industry, AXIS Bank using secondary
data sources. This secondary information has been sourced from the internet
and from business related magazines and newspapers
.
The second part of the study has been done using an exploratory research
process and a structured questionnaire was developed for this purpose. For the
collection of primary data this was the only method used. The reason I used this
method is because a need was felt for the free influx of information about the
products. Also this method allowed the use of skills gained in class.
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The researcher selected “Questionnaire Method” taking into consideration the
nature of investigation , and scope of the inquiry, financial resources ,available
time and the desired degree of accuracy. The questionnaire served as a base for
ready machine processing of data and analysis.
SAMPLE DESIGN:
The population considered for the purpose of the survey was people residing in
Hanumangarh.
UNIVERSE: HANUMANGARH (JUNCTION AND TOWN)
SAMPLE SIZE: 50 customers
I have restricted the sample size to 50 respondents. This was done keeping in
mind the time constraints and the fact that I felt that this number would be
enough to serve the information needs required to show the trends.
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TYPE OF RESEARCH :
Descriptive Research
SAMPLING METHOD:
Randomly Sampling
A random sample gives every unit of the population a known and non-zero
probability of being selected. Since random sampling implies equal probability to
every unit in the population, it is necessary that the selection of the sample must
be free from human judgment.
There is some confusion between the two terms ‘random sampling’ and
‘unrestricted’ random sampling. In the latter case, each unit in the population has
an equal chance of being selected in the sample. Such a sample is drawn ‘with
replacement’, which means that the unit selected at each draw is replaced into
the population before another draw is made from it, ‘As such, a unit can be
included more than once in the sample. Most statically theory relates to
‘unrestricted random sampling. In order to distinguish between these two sample.
I.e. sample, without replacement and sample with replacement, the terms
‘sample random sample’ and ‘unrestricted random sample’ are used. If the latter
is devised in such a manner that no unit can be included more than once, it will
then be known as the simple random sampling.
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It may be noted that while both sample random sampling and unrestricted
random sampling give an equal probability to each unit of the population for
being included in the sample, there are other sample design too which provide
equal probability to the units. The process of randomness is the very core of
simple and unrestricted random sampling. The selection of a sample must be
free from bias, which can be ensured only when the process of selection is free
from human judgment.
DATA COLLECTION METHOD:
Questionnaire Method
LIMITATIONS: -
• Lack of interest shown by the respondents resulted in incomplete
responses.
• Time Period allotted for the project compared to Geographical area
was quite less.
• Poor and ambiguous responses were there because of some
respondents responded without clearly understanding the questions.
But this was minimized as far as possible because the interviewer
assisted the respondents.
• Financial constraint: Resources allotted was scarce.
• Contacting the customers was a difficult job.
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ANALYSIS & INTERPRETATION:
Q 1: -AGE OF PEOPLE
Inference:- The above chart is showing that 45% of the customers are between
Less than 29 years of age who avails maximum banking and investing services.
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Q2.WHICH OCCUPATION DO YOU BELONG ?
OCCPATION SERVICE BUSINESS STUDENT OTHERS
% OF RESPODENTS
44 28 8 20
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45%
10%
35%
10%
INTERPRETATION;
This pie chart clearly reveals that service holders have occupied major chunk of people. They can enjoy the all facilities which are available on AXIS Bank’s account. Businessman has also liked it but their contribution in this pie chart could be said satisfactory reason for this could be attributed to availability of under product, which really suits them, is current account.
Q3.HOW MUCH OF YOUR GROSS INCOME GOES FOR INVESTMENT?
89
0-10% 10%-20% 20%-30% 30%-above
16 1911
4
Series 1Series 1
With the survey an attempt was made to find out that how much part of the
income of bank customers goes for investment. Out of 50 customers 16 persons
invest 0-10% of their income, 19 invest 10%-20%, 11 invest 20%-30% and only 4
persons invest around 30% and above of their income. Among the persons who
invest around 0-10% mostly fall in the income level of 0-1.5 lac. While looking at
the data it seems that bank customer are conscious about investing the money
and earning good returns.
Q 4: - IN WHICH BANK OR ANY OTHER FINANCIAL INSTITUTE
DOES YOUR BANKING AND INVESTMENT WITH?
90
8%
35%
10%
47%
institution
Axis
SBI
ICICI
Others nationalize bank
Inference:- This reveals that people do banking with SBI Bank as compare to
other banks.
Q5.ARE YOU SATISFIED WITH THE SERVICES YOUR BANK IS PROVIDING?
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When customers were asked a question regarding their satisfaction with their
respective banks 42 customers respond in a positive way and say that they are
fully satisfied with their present bank because of their excellent services, good
product line, and additional benefits that they give to their customers but in the
survey 8 customers are such also who are not satisfied with their banks because
of unnecessary expenses, poor services etc.
6. WHICH OF THE FOLLOWING ATTRIBUTES COMPELLED YOU
MOST OPEN SAVING ACCOUNT IN ANY BANK?
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YES NO
42
8
Series 1Series 1
37%
17%15%
21%
10%
People Like To Open an A/c
ATM
CHEQUE BOOK
Internet Banking
working Hour
Value added Services
Mainly ATM facility attracts people much.
7:-WHICH TYPE OF SERVICE PREFERS THE MOST BY YOU?
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50%
20%
15%
5%10%
services prefer most by customer
ATM
Net Banking
Core Banking
Mobile Banking
Retail Banking
8:-WHICH OF FOLLOWING BANKS DO YOU HAVE ACCOUN
94
20
118
6 5
SBI ICICI Axis Hdfc Others
Customer Having Bank A/CCustomer Having Bank A/C
9:-WHAT TYPE OF ACCOUNT DO YOU HAVE IN BANK?
95
18
8
16
8
Saving Current Fixed Deposit Others
Customer Having A/CCustomer Having A/C
10:-HOW DO YOU COME TO KNOW ABOUT THESE SERVICES?
96
Advertisement36%
Friends & Relative
29%
Selling agent21%
Others14%
Awareness
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11:-WHAT THE PEOPLE THINK ABOUT THE BANKS?
49%
33%
7%11%
People Think About Bank
Security
Saving
Imposition of a burden of expenses
Others
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12-WHAT A RESPONDENT SEE IN PURCHASE OF NEW PLAN FROM BANKS?
Standing and goodwill of the
company 41%
Product range of the company
13%
Services being given by the company
28%
Advertisement being released by
the company18%
Peope See In Perchasing New Plan
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13:-IS AXIS BANK PROVIDE BETTER FACILITIES THAN SBI, ICICI & HDFC BANK?
38%
45%
17%
Services
Yes No Cant Say
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14:-HOW WOULD YOU RATE PRODUCT OFFERED AXIS BANK THAN OTHER?
Very Good Good Moderate Less Poor
Rating 5 4 3 2 1
34%
28%
17%
13%8%
Product Range
Very Good Good Moderate Less Poor
15:-HOW WOULD YOU RATE PRODUCT SERVICE / PRODUCT VS. COST BY AXIS BANK?
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14%
30%45%
11%
Cost
Very High High Moderate Less
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16:-HOW WOULD YOU RATE SERVICES OFFERED BY AXIS
BANK?
Extremely Satisfaction
12%
Satisfaction34%
Moderate20%
Dissatisfaction26%
Extremely Dissatisfaction
8%
Satisfaction
SWOT ANALYSIS:
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STRENGTHS
• AXIS bank enjoys a very good reputation and goodwill in the minds of
general public.
• The bank has a wide range of products in order to suit the needs of
every segment of the society.
• The bank also has a very good ATM Network with over 4000 ATMs,
which have been placed very well in different parts of the country at
prominent places.
• AXIS Bank has a very good network of 1035 branches that are spread
across different cities of the country and it is still expanding on that number.
• The bank currently has a very good customer base and it is
expanding very fast on it.
• AXIS Bank staff is a blend of experience and young personality which
is a well knit team sincerely devoted to their work.
• AXIS Bank has the state of the art and fully computerized
technology .All the branches of the bank are networked so that any account
holder can make transaction in any branch of the bank irrespective of the fact
that he ahs a account with that branch or not.
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WEAKNESS
• Less awareness amongst the general masses.
• Unawareness about the different services of AXIS bank like NRI
schemes, foreign remittance.
• Relatively the number of branches is less as compare to the other
private banks.
• The numbers of marketing executives are very low.
OPPORTUNITIES
• People’s dissatisfaction towards nationalized banks in terms of service
has turned out to be a blessing for private banks. AXIS bank with its brand image
can be benefitted to a large extent by this opportunity.
• Their lies great scope in forex department which if utilized to a greater
extent can yield much better results, so AXIS bank can increase its business
volume by exploring export segments.
THREAT
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• Reorganization of public sector bank-all the public sector banks have
started to redefine their services in order to attract customer’s attention.
• Stringent norms by RESERVE BANK OF INDIA at any time in future
can be a threat to private banks as their activities could be adversely
affected.
FACTS & FINDINGS
• Most of the respondents are either serviceman or businessman.
Serviceman have occupied a major chunk and businessman has also
liked it but their contribution in this bar could be said satisfactory.
• Most of the customer wants quick service and proper information while
dealing with the products and services of Axis. Factor like less formalities
of document while opening an account and variety of product do not make
a big impact on customer behavior.
• It was found from the study that bank believes in quality service rather
than quantity of service.
• The officials employed are very much enthusiastic about their job.
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• The officials try to make best relation with the customers.
• The marketing strategy of the bank is very attractive.
• The bank always tries to attract customers with innovative offers
• The important facts which we could conclude from our data regarding the
buying behavior of individuals are that people give maximum importance
to the income growth.
• Regarding the acceptance of AXIS Bank as a financial institution over
other banks it is analyzed that though a lot of our sample population was
aware about it and had invested in it.
• Talking of its the market share of the leading players it was found that
AXIS rules when it comes to an age group of under 50 due to the
credibility and trust it has gained in all past years. This age groups prefer
to explore the leading private players including AXIS Bank.
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• In hanumangarh, only AXIS Bank is providing the facility of deposit
through ATM machines.
• But still people mostly prefer SBI BANK in HANUMANGARH.
• In HANUMANGARH, there is only two ATM machines of AXIS Bank, that’s
why people does not prefer AXIS Bank.
RECOMMENDATIONS & SUGGESTIONS:
• Effective marketing research activities should be organized.
• Customers/client’s complaints should be considered and try to short
out with minimum time.
• Increase the sources for reliable information.
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• We know that the products and services offered by the bank are the best
but more or less similar are offered by other banks as well e.g. Citibank,
standard chartered etc,so promotional campaigns are must in this era of
stringent competition.
• The bank should consistently try to improve and upgrade its
technology with the global standard in order to provide excellent customer
satisfaction
• Ethical codes and conducts should be followed by the organization.
• We know that in this world of intense competition everyone is trying
to prove itself best in its respective field therefore we can conclude that there
is always an edge of improvement and hence the brand should work on that.
• Establish and coordinate business relation with big corporate
houses across the country.
• AXIS can improve upon its efficiency by not changing its staff
frequently. By doing this bank can continue to create, maintain and grow
strong relationship with its existing customers.
• In Hanumangarh , there is only two ATM machines of AXIS BANK
that’s why people does not prefer AXIS BANK. So they should establish
more ATMS.
• Idea behind this is that staff which is already working for bank is
well acquainted with the nature and wants of the existing customers.
• Bank has to conduct customer awareness programs.
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CONCLUSION:
• Customer perception means consumers can evaluate a product along
several levels. Its basic characteristics are inherent to the generic version
of the product and are defined as the fundamental advantages it can offer
to a customer.
• Generic products can be made distinct by adding value through extra
features, such as quality or performance enhancements.
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• The final level of consumer perception involves augmented properties,
which offer less tangible benefits, such as customer assistance,
maintenance services, training, or appealing payment options.
During the project study, I found customer perception and views about product
and services of AXIS BANK.
• On the above basis of survey, researcher can recommended that though
the customer are satisfied with the services provided by AXIS BANK.
There is a vast scope of improvement in the level of satisfaction .Ths can
be taking care of suggestion given by different customers. It was also
observed that through the bank has launched various innovative products.
• Comparative study of financial products and services of AXIS BANK with
other banks shows that 38 % customer satisfied with the product and
services of AXIS BANK.
• Most of the people want quick services and proper information when they
visit a bank first time and while opening an account in the bank.
• So as a conclusion ,we can say that most of customer or people are
satisfied with the products and services of AXIS BANK.
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BIBLIOGRAPHY:
Books:-
Literature provided by the bank
Research methodology methods and techniques (C.R Kothari)