<ul><li>PROFILE OF RESPONDENTS </li></ul><ul><li>Age Ranging from 21 to 57 </li></ul><ul><li>Major  reason is corporate ti...
<ul><li>A mixture of online and offline  </li></ul><ul><li>Tele banking is also another medium of usage </li></ul><ul><li>...
<ul><li>Employee bank facility </li></ul><ul><li>Very easy to open an account </li></ul><ul><li>User friendly </li></ul><u...
<ul><li>Extra banking chargers e.g. Rs 200 charged for Debit card </li></ul><ul><li>Customer service </li></ul><ul><li>Mob...
<ul><li>Majority would not change until forced through external factors. </li></ul><ul><li>For some ICICI acts as a hygien...
<ul><li>Khayaal aapka… </li></ul><ul><li>Hum hai na </li></ul><ul><li>Shahrukh Khan as an ambassador </li></ul><ul><li>Ora...
<ul><li>Office Executive </li></ul><ul><li>At a new stage of career </li></ul><ul><li>Knows his job </li></ul><ul><li>Trus...
<ul><li>Someone involved in stocks and online trading </li></ul><ul><li>Young corporate guy </li></ul><ul><li>Tech-Savvy <...
Emotional Connect <ul><li>Confidence in India’s no. 1 private bank. Nothing can really go wrong with it.  </li></ul><ul><l...
<ul><li>Khayaal Aapka- updated with the latest ad </li></ul><ul><li>Hum Hai Na </li></ul><ul><li>Strong jingle association...
<ul><li>Horse – Always ahead in the race, positive and no one has anything demeaning to say about it </li></ul><ul><li>Cer...
THANK YOU
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Perceptual study- ICICI Bank

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A small perceptual study done on ICICI bank. Small but really insightful

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Perceptual study- ICICI Bank

  1. 2. <ul><li>PROFILE OF RESPONDENTS </li></ul><ul><li>Age Ranging from 21 to 57 </li></ul><ul><li>Major reason is corporate tie-ups </li></ul><ul><li>References </li></ul><ul><li>Proximity </li></ul><ul><li>Hereditary reasons </li></ul><ul><li>Housing finance (extra services) </li></ul><ul><li>On an average 5 years of association with ICICI </li></ul>
  2. 3. <ul><li>A mixture of online and offline </li></ul><ul><li>Tele banking is also another medium of usage </li></ul><ul><li>ATM preferred for offline </li></ul><ul><li>Share trading and insurance </li></ul><ul><li>Online bill payments and money transfer facilities utilized the most </li></ul><ul><li>MORE INTERACTION WITH THE BRAND ONLINE </li></ul>
  3. 4. <ul><li>Employee bank facility </li></ul><ul><li>Very easy to open an account </li></ul><ul><li>User friendly </li></ul><ul><li>Minimal human intervention </li></ul><ul><li>Good facilities: Online payment, reminders, money transfers, loan facilities, good customer care response </li></ul><ul><li>DDs given free of cost and FAST </li></ul><ul><li>8 A.M to 8 P.M timing extremely convenient </li></ul><ul><li>Safe and secure online banking </li></ul><ul><li>Outstanding network of ATMs and Branch locations </li></ul><ul><li>Well managed service in bank branches </li></ul>
  4. 5. <ul><li>Extra banking chargers e.g. Rs 200 charged for Debit card </li></ul><ul><li>Customer service </li></ul><ul><li>Mobile recharge inconvenient </li></ul><ul><li>Smaller issues like change in mobile banking numbers need physical human intervention </li></ul><ul><li>Ads and other third party offers (Extra cards) </li></ul><ul><li>Security issue and phishing happening </li></ul>
  5. 6. <ul><li>Majority would not change until forced through external factors. </li></ul><ul><li>For some ICICI acts as a hygiene factor and for some it was not a matter of concern as banking in general was a low investment area. </li></ul><ul><li>Some changed due to personal issues with the bank. </li></ul>
  6. 7. <ul><li>Khayaal aapka… </li></ul><ul><li>Hum hai na </li></ul><ul><li>Shahrukh Khan as an ambassador </li></ul><ul><li>Orange colour is a UNANIMOUS association </li></ul><ul><li>The name ‘ICICI’ being written in small caps in the logo, the oval mnemonic over the ‘I’. </li></ul><ul><li>Jingle </li></ul><ul><li>The ‘bankruptcy’ controversy and the ‘Bharosa’ campaign with SRK </li></ul>
  7. 8. <ul><li>Office Executive </li></ul><ul><li>At a new stage of career </li></ul><ul><li>Knows his job </li></ul><ul><li>Trustworthy </li></ul><ul><li>Reliable and confident </li></ul><ul><li>Young </li></ul><ul><li>Easy going </li></ul><ul><li>20-22 year old </li></ul><ul><li>Involved in stocks and online trading </li></ul>
  8. 9. <ul><li>Someone involved in stocks and online trading </li></ul><ul><li>Young corporate guy </li></ul><ul><li>Tech-Savvy </li></ul><ul><li>Business people </li></ul>
  9. 10. Emotional Connect <ul><li>Confidence in India’s no. 1 private bank. Nothing can really go wrong with it. </li></ul><ul><li>Reliable and professional banking </li></ul><ul><li>Convenience </li></ul><ul><li>Not dynamic, but definitely updated </li></ul>
  10. 11. <ul><li>Khayaal Aapka- updated with the latest ad </li></ul><ul><li>Hum Hai Na </li></ul><ul><li>Strong jingle association </li></ul>
  11. 12. <ul><li>Horse – Always ahead in the race, positive and no one has anything demeaning to say about it </li></ul><ul><li>Cerberus guarding customer’s money </li></ul><ul><li>Pug </li></ul>
  12. 13. THANK YOU
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