effectiveness of advertisment with special reference to south indian bank

A STUDY ON THE EFFECTIVENESS OF
ADVERTISMENT WITH SPECIAL REFERENCE TO
SOUTH INDIAN BANK PVT.LTD
Project report submitted in partial fulfillment of requirements for the
award of degree of
Bachelor of Business Administrations
Submitted by
MARY THERESA JOSEPH
(BTAPBBAR16)
Guided by
Ms. Prathiba M E
DON BOSCO COLLEGE
(Affiliated to Calicut University)
Mannuthy Thrissur
2015-2018

DON BOSCO COLLEGE, MANNUTHY
(Affiliated to University of Calicut)
CERTIFICATE
certified that this project work entitled “A STUDY ON THE
EFFECTIVENESS OF ADVERTISMENTS WITH SPECIAL
REFERENCE TO SOUTH INDIAN BANK PVT.LTD” is a bonafide
record of work done by MARY THERESA JOSEPH of DON BOSCO
COLLEGE Mannuthy, under my super vision in partial fulfillment of
requirements for the award of the degree of Bachelor Business
Administration (BBA) during the year 2015-2018.
Ms.Sunanda K Ms. Prathibha M E
Head of Department Guide
Department of management Department of management
Don Bosco College Mannuthy Don Bosco College Mannuthy

DECLARATION
I hereby declare that the project titled “A STUDY ON THE
EFFECTIVENESS OF ADVERTISMENTS WITH SPECIAL
REFERENCE TO SOUTH INDIAN BANK PVT.LTD” submitted in
partial fulfillment of the requirement for the award of the degree of
bachelor of Business Administration is a report prepared by me during
my study in Don Bosco College Mannuthy, Thrissur.
I also declare that the project report is a record of original work done by
me and no part of the report has been presented to any university or
institution for award of any other degree or diploma.
Place: Mannuthy Name: Mary Theresa Joseph
Date: Signature:

ACKNOWLEDGEMENT
First and foremost, I thank the god Almighty for making me capable of
completing the project within the stipulated time. This note of
acknowledgement is a token of my sincere thanks to those who were
helping me and guiding me in making the way for successful project.
I wish to express to Director Fr.Varghese Thannippara SDB, Principal
Fr.Dr.Bastin Nellissery SDB, and Vice Principal Fr.Raju Chakkanatt of
Don Bosco College, Mannuthy for their timely advice and encouragement
.I wish to express my profound gratitude to Ms.Sunanda K head of the
department and my faculty guide Ms.Prathibha M E, for their timely
guidance and support which helped me in successful completion of this
project work.
I am grateful to authorities of South Indian Bank for permitting me to
carry out the study in their organization.
Last but not least I thank my parents and friends who helped and
supported me in all my noble endeavors.
Place: Mannuthy Name of the student: Mary Theresa Joseph
Date:

TABLE OF CONTENT
chapter Describtions Page no:
1
INTRODUCTION
1.1Introduction
1.2 scope of the study
1.3 Objectives of the study
1.4 Research methodology
1.5 Limitations
1.6 Scheme of the study
2
REVIEW OF LITERATURE
3 INDUSTRY PROFILE

4 COMPANY PROFILE
5
DATA ANALYSIS AND
INTEPRETATION
6
FINDINGS
AND SUGGESTIONS
7 CONCLUSIONS
8 BIBLIOGRAPHY
9 APENDIX

SI.NO LISIT OF TABLES PAGE NO:
5.1 Period of being SIB customer
5.2 Came to know about SIB from
5.3 Reason for being SIB customer
5.4 Services that make SIB unique from
others
5.5 Satisfaction for products and services
offered & provided by SIB
5.6 Innovations of SIB have contributed a
lot on its promotion
5.7 Event sponsorship by SIB makes it
more popular
5.8 Most frequently used media for
information/entertianment
5.9 Visual media is better than print media
5.10 No.of SIB Ads Watched per day
5.11 SIB Ads mostly seen during
5.12 SIB changes their Ads frequently
5.13 Most attracted services through SIB Ads
5.14 Message of SIB Ads conveys feeling of
trust
5.15 SIB Ads are true and genuine
5.16 Opinion about SIBs internet Ads
5.17 SIB ads always targets
5.18 Rate SIBs television Ads
5.19 Kinds of Ads prefer from SIB
5.20 Quality of SIB Ads compared to other
banks

SI.NO LISIT OF FIGURES PAGE NO:
5.1 Period of being SIB customer
5.2 Came to know about SIB from
5.3 Reason for being SIB customer
5.4 Services that make SIB unique from
others
5.5 Satisfaction for products and services
offered & provided by SIB
5.6 Innovations of SIB have contributed a
lot on its promotion
5.7 Event sponsorship by SIB makes it
more popular
5.8 Most frequently used media for
information/entertianment
5.10 No.of SIB Ads Watched per day
5.11 SIB Ads mostly seen during
5.13 Most attracted services through SIB Ads
5.14 Message of SIB Ads conveys feeling of
trust
5.15 SIB Ads are true and genuine
5.16 Opinion about SIBs internet Ads
5.17 SIB ads always targets
5.18 Rate SIBs television Ads
5.19 Kinds of Ads prefer from SIB
5.20 Quality of SIB Ads compared to other
banks

INTRODUCTION
1.1 INTRODUCTION
The word advertisement comes from the Latin word
“adverteremeaning” to turn the minds of towards". Some of the
definitions given by various authors are: According to William J. Stanton,
"Advertisement consists of all the activities involved in presenting to an
audience a non-personal, sponsor-identified, paid-for message about a
product or organization." According to American Marketing Association
"advertisement is any paid form of no personal presentation and
promotion of ideas, goods and services by an identified sponsor".
Advertisement is used for communicating business information to the
present and prospective customers. It usually provides information about
the advertisement firm, its product qualities, place of availability of its
products, etc. Advertisement is indispensable for both the sellers and the
buyers. However, it is more important for the sellers. In the modern age
of large scale production, producers cannot think of pushing sale of their
products without advertisement them. Advertisement supplements
personal selling to a great extent. Advertisement has acquired great

importance in the modern world where tough competition in the market
and fast changes in technology, we find fashion and taste in the
customers.
IMPORTANCE OF ADVERTISEMENT
Advertisements have become an essential marketing activity in the
modern era of large scale production and serve competition in the market.
It performs the following functions. It promotes the sale of goods and
services by informing and persuading the people to buy them. A good
advertisement campaign helps in winning new customers both in the
national as wet as in the international markets. It helps the introduction
of new products in the market. A business enterprise can introduce itself
and its product to the public through advertising. A new enterprise can't
make an impact on the prospective customers without the help of
advertising. Advertisement enables quick publicity in the market. It
builds up the reputation of the advertiser. Advertisement enables a
business firm to communicate its achievements in an effort to satisfy the
customers' needs. This increases the goodwill and reputation of the firm
which is necessary to fight against competition in the market.

1.2 SCOPE FOR THE STUDY
 To know the impact of advertisement on its customer.
 To know which source of advertisement that suits the organization.
 To know to at what extent advertisement helps in increasing sales.
 To know customers perception towards advertisement strategy
implemented.
 To determine effectiveness of advertisement media used by SIB
Pvt Ltd.
1.3 OBJECTIVES OF STUDY
o To know the different Medias used by SIB for advertisement.
o To determine the effectiveness of each media.
o To study consumer perception towards advertisements of SIB.
o To know the impact of advertisement on its customer.

1.4RESEARCH METHODOLOGY
1.4.1. SOURCE OF DATA
Primary data
Primary data is original research that is obtained through first hand
investigation. Primary data includes information collected from
interviews, questionnaires.
Secondary data
Secondary data refers to data that was collected by someone other than
the user. Sources of secondary data include, information collected from
organizational records and data that was originally collected for other
resources.
1.4.2 SAMPLE SIZE
Sample size is taken as 50

1.4.3 TOOLS FOR DATA ANALYSIS
Applied principles and concepts
Mathematical averages
Percentage analysis
Basic tools
Tables
Bar charts
Pie charts
Technological tools
Ms-excel
Ms-word

1.5 Limitation of the study
 Unwillingness to respond to questionnaire because of the time
consuming not giving importance etc.
 Level of education was low for some SIB account holders, so they
were not able to answer the questions raised in the questionnaire.
 Personal bias of the respondents is also one of the major
limitations.
 Time span was less in order to conduct detailed research.
 All findings and observations made are purely based on the
respondents answer.
1.6 Scheme of the study
Chapter 1 contains an overview of advertisement effectiveness, scope of
the study, objectives of the study, research methodology, and limitation
of the study .Chapter 2 contains the review of literature. Chapter 3
contains industry profile. Chapter 4 includes profile of the company
where the project was done. Chapter 5 explains data analysis and
interpretation made. Chapter 6 contains the findings made on the basis of
data analysis, suggestions to improve or maintain the existing conditions.
Chapter 7 contains the conclusion of the study .finally bibliography and
also appendix which contains the questionnaire.

CHAPTER 2

A review of concepts, method and results of past studies is very
important to comprehend a problem design the methodology and decide
the tool of analysis and to relate and substantiate result.
Prof. Arpit Loya (2014) the use of sms dull, in to access customers
through their phones is gaining popularity. The results indicate that
customers have negative attitude towards mobile advertising. Their
attitudes were favorable if advertisements were sent with permission. It
was found that mobile advertising going to be future trend.
Prof.R.Indumathy (2012) TV is the most effective media for
advertisement and majority of the consumers liked the advertisements
because of the presence of celebrities in the advertisements. All
advertisements should touch on human desires and needs, and offer
solution to the problem

Abdul Azeem and Zia ul Haq (2012) this study provides that there
are five factors entertainment, information, economy and value are
significant predictors of perception towards advertising. The result of this
study showed that Entrepreneurs reported more positive attitudes toward
different online advertising than those of students and employees.
Ashish Sharma, Ambudi Bhosle, Brijesh Chaudhary(2012)The
results and discussions focus more on four key areas perception towards
social advertising, attention and interest appropriate purpose and reader
response. Results indicate that perception towards image of social
advertisements differed between male and the female respondents.
Jaberwocky [2011] found that at first, many companies tried posting
advertisements on websites such as Myspace, face book, and other social
networks but realized that the click through rate for these ads actually
ended up with a much lower rate than traditional online banners and
resulted in higher costs and lower sales for the companies.
Andrew [2010] found that 79% of the internet users click on banner
advertisements on various websites but only 57% of these users clicked
on banner advertisements found on social network sites.

Padgett [2010] found that through different strategies and techniques,
the advertisers can address the consumers' needs in their advertising
methodologies.
Stephen Rampur [2009] found that billboards are one of the most of
the effective conventional outdoor advertising techniques that are used by
businesses even today.
Jerry W. Thomas [2008] found the barriers to great advertising and
they are self - delusion, belief on sales performance, big creative ego,
lack of strategy, client ineptness and poor copy testing.
Mathur (2005) views advertising communication as a chain reaction
consisting of various steps in a sequential manner that of creating
awareness, comprehension, acceptance of the product, belief, purchase
action, use and repeat purchase.

Kotler (2004) has summarized the four popular Response Hierarchy
Models. These are AIDA, HOE model, Innovation Adoption model and
communication models. In all these models, the effect of advertising
communication happens in three stages - Cognitive, Affective and Co-
native. In the first stage there is attention, awareness or exposure leading
to the second stage of interest, liking and attitude culminating in to
purchase behavior. Response Hierarchy models are linear, which assumes
that the buyer passes through three stages in a sequence – cognitive,
affective and behavioral stages. Consumers generally spent more time
and effort on expensive products and in case of inexpensive and routine
purchases they do not give much thought and effort. The first one is
called ‘high-involvement decision process’ and the second one is called
‘low-involvement decision process’ (Wells, et. al. 2000). The starch
model put forward in 1920s mooted the idea that an effective advertising:
Must be “seen”, must be “read’, must be “believed”, must be
“remembered” and must be “acted upon” (Wilmshurst and Mc Kay,
1999). ‘Hierarchy of Effects theories can be referred as stimulus-response
(classical - conditioning) learning 39 theories. All response hierarchy
models of advertising theories are “linear-sequential” and to be effective
(to result in the desired behavior), any piece of persuasive

communication must carry its audience through a series of stages each
stage being dependent on the success of the previous stage” (opera
citato).
Weilbacher (2003) reiterates the same argument stating that the
behavioral model of advertising (S-R Model) is not realistic and cannot
be accepted, as consumers process all incoming information, including
advertising in a very complex yet instantaneous manner and that past
experience with the brand will also have to be reckoned for assessing the
effects of advertising. The DAGMAR (Defining Advertising Goals for
Measured Advertising Results) Model by Russel Colley says that all
commercial communications with an objective of sale must take a
prospectthrough four levels of understanding: “The prospectmust first be
aware of the existence of a brand and company. He must have a
comprehension of what the product is and what it will do for him. He
must arrive at a mental suspicion and conviction to buy the product.
Finally he must stir himself to action” (Wilmshurst and Mckay, 1999).

Sally ford- Hutchinson and Annie Rothwell (2002) an empirical
study of customer perception towards sms their study involves different
findings like advertising is advertising and understanding its impact on
consumer everything with a name on it, Life without advertising is dull,
Advertising is an indicator of business health. In advertising size, quality
and brand matters, entertainment is a key etc.
Lynch and Ariely [2000] says that traditional measures of advertising
effectiveness are recall, attitude change and brand choice etc.
Mira Vlach [2000] says that the aim of advertising is either increase
in sales or building brand and he also says that measuring advertising
effectiveness is not easy. Sometimes, the result of measuring is just better
guesses. There are dramatic differences in the effectiveness of various
forms of advertising.

INDUSTRY PROFILE
HISTORY OF BANKING INDUSTRY
The history of banking began with the first prototype banks where the
merchants of the world, who made grain loans to farmers and traders who
carried goods between cities.
This was around2000BCin Assyria and Sumeria. Later, in ancient
Greece and during the Roman Empire, lenders based in temples made
loans, while accepting deposits and performing the change of money.
Archaeology from this period in ancient China and India also shows
evidence of money lending activity.
Many histories position the crucial historical development of a
banking system to medieval and Renaissance Italy and particularly the
affluent cities of Florence, Venice and Genoa.
The Bardi and Peruzzi Families dominated banking in 14th century
Florence, establishing branches in many other parts of Europe. The most
famous Italian bank was the Medici bank, established by Giovanni
Medici in 1397. The oldest bank still in existence is Banca Monte dei

Paschi di Siena, headquartered in Siena, Italy, which has been operating
continuously since 1472.
The development of banking spread from northern Italy throughout
the Holy Roman Empire, and in the 15th and 16th century to northern
Europe. This was followed by a number of important innovations that
took place in Amsterdam during the Dutch Republic in the 17th century,
and in London since the 18th century. During the 20th century,
developments in telecommunications and computing caused major
changes to banks' operations and let banks dramatically increase in size
and geographic spread. The financial crisis of 2007–2008caused many
bank failures, including some of the world's largest banks, and provoked
much debate about bank regulation.
BANKING INDUSTRY IN INDIA
Introduction
As per the Reserve Bank of India (RBI), India’s banking sector is
sufficiently capitalised and well-regulated. The financial and economic
conditions in the country are far superior to any other country in the

world. Credit, market and liquidity risk studies suggest that Indian banks
are generally resilient and have withstood the global downturn well.
Indian banking industry has recently witnessed the roll out of innovative
banking models like payments and small finance banks. RBI’s new
measures may go a long way in helping the restructuring of the domestic
banking industry.
In August 2017, Global rating agency Moody's announced that its
outlook for the Indian banking system was stable.
Market Size
The Indian banking system consists of 27 public sector banks, 26
private sector banks, 46 foreign banks, 56 regional rural banks, 1,574
urban cooperative banks and 93,913 rural cooperative banks, in addition
to cooperative credit institutions. Public-sector banks control more than
70 per cent of the banking system assets, thereby leaving a comparatively
smaller share for its private peers. Banks are also encouraging their
customers to manage their finances using mobile phones.
ICRA estimates that credit growth in India’s banking sector would be
at 7-8 per cent in FY 2017-18.

Investments/developments
Key investments and developments in India’s banking industry
include:
 International Finance Corp, (IFC), a member of the World Bank
Group, has invested Rs 130 crore (US$ 20 million) in, Avas
Financiers Ltd, which will provide housing loans to low-income
consumers in rural and semi-urban areas of India.
 The Reserve Bank of India (RBI) has proposed to allow banks to
invest in real estate investment trusts (REITs) and infrastructure
investment trusts (InvITs) which is expected to benefit both real
estate and banking sector in diversifying investor base and
investment avenues respectively.
 The Canada Pension Plan Investment Board (CPPIB) and the
Caisse de Depot Quebec (CDPQ) have acquired a 1.5 per cent
stake in Kotak Mahindra Bank from Mr Uday Kotak, Executive
vice-chairman and Managing director, Kotak Mahindra Bank, for a
total consideration of Rs 2,254 crore (US$ 350.0 million).
 Fullerton India Credit Co Ltd, a non-banking finance company
(NBFC), has raised Rs 500 crore (US$ 75 million) through masala
bonds, to support its onward lending and other financing activities.

 The Insurance Regulatory and Development Authority of India
(IRDA) has allowed insurers to invest up to 10 per cent in
additional tier 1 (AT1) bonds, that are issued by banks to augment
their tier 1 capital, in order to expand the pool of eligible investors
for the banks.
 Qatar’s Doha Bank plans to apply to the Qatar Central Bank and
Reserve Bank of India for permission to establish a local subsidiary
in India, with the vision to create a retail branch network in India.
 Fairfax Financial Holdings, a Canada-based financial services firm,
has received an approval from the RBI to acquire a majority 51 per
cent stake in Kerala-based Catholic Syrian Bank for Rs 1,000 crore
(US$ 150 million), which will be the first takeover of an Indian
bank by a non-banking financial entity, after RBI tweaked
ownership norms.
 IndiaPost has received the final license from RBI to start its
payment bank operations, thus becoming the third entity in India
after Bharti Airtel and Paytm to receive payment bank license from
RBI.

 Microfinance firm Ujjivan Financial Services Ltd has announced
starting of banking services across its branches under the name of
Ujjivan Small Finance Bank Ltd, thus becoming the largest among
five small banks which are scheduled to start their operations or
have already started.
Government Initiatives
 Under Pradhan Mantri Jan Dhan Yojana (PMJDY), the total
number of accounts opened since January 2015 increased 135 per
cent to 295.2 million as of August 16, 2017.
 Mr Arun Jaitley, Minister of Finance, Government of India,
introduced 'The Banking Regulation (Amendment) Bill,2017',
which will replace the Banking Regulation (Amendment)
Ordinance, 2017, to allow the Reserve Bank of India (RBI) to
guide banks for resolving the problems of stressed assets.
 Finance Minister Mr Arun Jaitley has proposed various measures
to quicken India's transition to a cashless economy, including a ban
on cash transactions over Rs 200,000 (US$ 3,100), tax incentives
for creation of a cashless infrastructure, promoting greater usage of

non-cash modes of payments, and making Aadhaar-based
payments more widespread.
 The Government of India has announced demonetisation of high
denomination bank notes of Rs 1000 and Rs 500, with effect from
November 08, 2016, in order to eliminate black money and the
growing menace of fake Indian currency notes, thereby creating
opportunities for improvement in economic growth.
 The RBI has cut its key repo rate by 25 basis points to 6.25 per
cent, in order to boost growth as according to RBI, the inflation
momentum has moderated because of a normal monsoon.
The government and the regulator have undertaken several measures
to strengthen the Indian banking sector.
 Government of India has decided to amend Section 35 A of the
Banking Regulation Act that will allow the Reserve Bank of India
(RBI) to direct banks for the recovery of non-performing assets
(NPAs)
 The Reserve Bank of India (RBI) has proactively instructed banks
to increase their levels of provision on the loans provided to the

telecom sector as a prudent measure, which will help to shore up
provisions
 For future recognition of any non-performing assets arising out of
the sector.
 The RBI has allowed banks in India to raise funds through issuance
of rupee-denominated bonds overseas, also called masala bonds,
within the current limit of Rs 2,44,323 crore (US$ 36.6 billion) set
for foreign investment in corporate bonds.
 The Ministry of Labour and Employment has successfully opened
around 3,840,863 bank accounts as on December 26, 2016, for
workers especially in the unorganised sector, as part of its
campaign to promote and ensure cashless transfer of wages to
workers.
 The National Bank for Agriculture and Rural Development
(NABARD) plans to provide around 200,000 point-of-sale (PoS)
machines in 100,000 villages and distribute RuPay cards to over 34
million farmers across India, to enable farmers to undertake
cashless transactions.
 The Government of India’s indigenous digital payments
application, BHIM (Bharat Interface for Money), has recorded 18

million downloads since its launch on December 30, 2016,
according to Mr Amitabh Kant, Chief Executive Officer, NITI
Aayog.
 The Ministry of Finance has lowered the threshold for making
electronic payments to suppliers, contractors or institutions from
Rs 10,000 (US$ 150) to Rs 5,000 (US$ 75), in order to attain the
goal of complete digitisation of government payments.
Road Ahead
Enhanced spending on infrastructure, speedy implementation of
projects and continuation of reforms are expected to provide further
impetus to growth. All these factors suggest that India’s banking sector is
also poised for robust growth as the rapidly growing business would turn
to banks for their credit needs.
Also, the advancements in technology have brought the mobile and
internet banking services to the fore. The banking sector is laying greater
emphasis on providing improved services to their clients and also
upgrading their technology infrastructure, in order to enhance the
customer’s overall experience as well as give banks a competitive edge.

Many banks, including HDFC, ICICI and AXIS are exploring the option
to launch contact-less credit and debit cards in the market shortly. The
cards,
Which use near field communication (NFC) mechanism, will allow
customers to transact without having to insert or swipe.
Mr Bill Gates, Co-founder of Microsoft Corp, has stated that India will
move quite rapidly to a digital payments economy in as little as seven
years, based on the introduction of digital payment banks combined with
other things like direct benefit transfers, universal payments interface and
Aadhaar.
BANKING INDUSTRY IN KERALA
The most essential element in the process of development and growth
of the country is finance. The economy of a country becomes crippled
without the flow of finance and the economic growth is stunted. Monitory
resources can be channelized only with the help of a proper financial
infrastructure. An effective financial system in the form of banks and
financial institutions offer economical lending and borrowing.
Kerala boasts of a well-developed banking infrastructure. With

progressing time Kerala banking system has attained a high benchmark.
Commercial, Nationalized a large number of Grameen banks have sprung
up
Within the state. In fact there was a surge of Banks in the state following
the nationalization of the banks in 1969.
Kerala Banking will be providing proper guidance for all Banking
related activities in India. This includes help to find great NRI
Investments, Online Banking, items to be noted on Home loans, Car loans
and property loans. Real Estate loans including housing loans. EMI
calculations to reduce risk on future payments.
Kerala based Banks
Web directory of banks which are based in the state of Kerala and
their websites. All the major banks like Federal Bank, South Indian Bank,
Catholic Syrian Bank, Dhanalakshmi Bank, State bank of Travancore and
their brief info are included.
Nationalized Banks
List of Nationalized banks or public sector banks like State bank of
India, Canara bank, Corporation bank, IDBI operating in Kerala and their

website information.
Private Banks
Directory of Private Sector banks operating in Kerala like ICICI
Bank, HDFC, HSBC, UTI Bank, IndusInd Bank, Centurion Bank of
Punjab and The Karur Vysya Bank Limited.
The State Bank of India (S.B.I.), Canara Bank and Syndicate Bank are
the principal nationalized banks. The State Bank of India offers around
228 branches and the Syndicate Bank has 115 branches in the fourteen
districts of Kerala.
Apart from these commercial banks like Vijaya Bank, Dhanlakshmi
Bank and the Federal Bank also offer commendable finance and banking
facilities. Dhanalakshmi Bank offers 112 branches in the state. The
Grameen Banks like SMGB and NMGB provide loans at low interest
rates, special, subsidized lands and relief facilities to the local farmers
and plays a great role in enhancing the agrarian productivity of the state.

Banks based in Kerala
Listed below are the Banks based in Kerala. These are having their
head office and operational base in Kerala. Out of these Federal Bank,
South Indian Bank, Catholic Syrian Bank and Dhanalakshmi Bank are
Private sector banks
 State Bank of Travancore SBT (838 branches in Kerala)
 Federal Bank (629 branches in Kerala)
 Kerala Gramin Bank (581 branches in Kerala)
 The South Indian Bank (472 branches in Kerala)
 Catholic Syrian Bank (288 branches in Kerala)
 Dhanalakshmi Bank (162 branches in Kerala)
Nationalised / Public Sector Banks in Kerala
Listed below are Public sector banks which includes Nationalized
Banks and State Bank group banks
 State Bank Of India (515 branches in Kerala)
 Canara Bank (443 branches in Kerala)
 Union Bank Of India (243 branches in Kerala)
 Syndicate Bank (220 branches in Kerala)

 Indian Overseas Bank (194 branches in Kerala)
 Punjab National Bank (181 branches in Kerala)
 Central Bank Of India (127 branches in Kerala)
 Indian Bank (126 branches in Kerala)
 Vijaya Bank (121 branches in Kerala)
 Corporation Bank (109 branches in Kerala)
 Bank Of Baroda (100 branches in Kerala)
 Bank Of India (99 branches in Kerala)
 UCO Bank (48 branches in Kerala)
 Andhra Bank (33 branches in Kerala)
 Oriental Bank Of Commerce (20 branches in Kerala)
 Allahabad Bank (18 branches in Kerala)
 Dena Bank (15 branches in Kerala)
 United Bank Of India (15 branches in Kerala)
 State Bank Of Mysore (11 branches in Kerala)
 Bank Of Maharashtra (10 branches in Kerala)
 State Bank Of Hyderabad (9 branches in Kerala)
 Bharatiya Mahila Bank Limited (6 branches in Kerala)
 Punjab And Sind Bank (3 branches in Kerala)
 State Bank Of Bikaner And Jaipur (1 branch in Kerala)
 State Bank Of Patiala (1 branch in Kerala)

Private Sector Banks
Listed below are Private sector banks which includes Foreign banks
also
 IDBI Bank (296 branches in Kerala)
 HDFC Bank (164 branches in Kerala)
 ICICI Bank Limited (158 branches in Kerala)
 Axis Bank (70 branches in Kerala)
 ING Vysya Bank (26 branches in Kerala)
 Indusind Bank (23 branches in Kerala)
 Karnataka Bank Limited (16 branches in Kerala)
 Karur Vysya Bank (16 branches in Kerala)
 City Union Bank Limited (15 branches in Kerala)
 Kotak Mahindra Bank Limited (15 branches in Kerala)
 Tamilnad Mercantile Bank Limited (14 branches in Kerala)
 Yes Bank (11 branches in Kerala)
 Laxmi Vilas Bank (9 branches in Kerala)
 Standard Chartered Bank (3 branches in Kerala)
 HSBC Bank (2 branches in Kerala)
 Jammu And Kashmir Bank Limited (2 branches in Kerala)
 Bank Of Baharain And Kuwait Bsc (1 branch in Kerala)

 Citi Bank (1 branches in Kerala)
 DCB Bank Limited (1 branch in Kerala)
 Doha Bank Qsc (1 branch in Kerala)
Foriegn Banks
 HSBC Bank (2 branches in Kerala)
 Standard Chartered Bank (3 branches in Kerala)
 Bank Of Baharain And Kuwait Bsc (1 branch in Kerala)
 Citi Bank (1 branches in Kerala)
 Doha Bank Qsc (1 branch in Kerala)
Other Banking & Financial Institutions
Government owned Financial Institutions (some are not based in
Kerala)
 Reserve Bank Of India
 Kerala Financial Corporation (KFC)
 Kerala State Financial Enterprises (KSFE)
 Kerala Transport Development Finance Corporation (KTDFC)
 HDFC
 UTI
 National Stock Exchange (NSE)

 Bombay Stock Exchange (BSE)
The statistical data is based on RBI’s published list of NEFT enabled
banks dated 3rd Aug 2015.

COMPANY PROFILE
The South Indian Bank Limited (SIB) is an India-based schedule bank.
SIB provides retail and corporate banking, Para banking activities, such
as debit card, third party product distribution, in addition to treasury and
foreign exchange business. SIB operates in four segments: Treasury,
Corporate/ Whole sale Banking, Retail Banking and Other Banking
Operations. The treasury services segment primarily consists of interest
earnings on investments portfolio of the bank, gains or losses on
investment operations and earnings from foreign exchange business. The
Corporate / Whole sale Banking segment provides loans and other
banking services to corporate segment. The Retail Banking segment
provides loans and other banking services to non-corporate customers.
This segment includes income from Para banking activities, such as debit
cards, third party product distribution and associated costs.
The South Indian Bank was incorporated on January 25, 1929 in
Thrissur, Kerala, by a band of enterprising men at a time when Swadeshi
movement was gathering momentum to provide for the people a safe,
efficient and service oriented repository of savings of the community on
one

hand and to reduce the dependence of the business community on
moneylenders by providing need based credit at reasonable rate of
interest. It became a scheduled bank in 1946. It has been in the forefront
of upgrading the technology by introducing core banking solution. It has
implemented, Sibertech, which runs on Finacle platform provided by
Infosys Technologies Limited. All the branches in the major cities are
covered under this project and as on date 87% of the total business is
networked under core banking solution. ICICI Bank Ltd is the biggest
shareholder of the South Indian Bank holding 11.25% of the banks
enquiry.
South Indian Bank has several firsts to its credit:
 First among the private sector banks in Kerala to become a scheduled
bank in 1946 under the RBI Act.  First bank in the private sector in India
to open a Currency Chest on behalf of the RBI in April 1992.
 First private sector bank to open a NRI branch in November 1992.
 First among the Kerala based banks to offer a Credit Card to customers
in November 1992.

 First bank in the private sector to start an Industrial Finance Branch in
March 1993.
 First among the private sector banks in Kerala to open an "Overseas
Branch" to cater exclusively to the export and import business in June
1993.
 First bank in Kerala to develop in-house, fully integrated branch
automation software in addition to the in-house partial automation
solution operational since 1992.
 As on 31-Mar-2009, it has a network of 530 branches, 13 extension
counters and 280 ATMs.
History of South Indian Bank
South Indian Bank is now one of the leading scheduled commercial
banks in India with a strong focus on technology and customer service.
SIB has a pan India presence with 580 Branches, 3 Extension Counters
and 377 ATMs spread across 23 States/Union Territories. The total
number of Employees of the Bank as on 31-12- 2008 is 4826. South
Indian Bank was registered as a private Limited Company under the
companies Act of 1913 and commenced business on 29-01-1929 at
Round South, Thrissur. The

South Indian Bank Ltd., was formed by a group of 44 enterprising men of
Thrissur who contributed Rs.500/- each to the initial paid up capital of
Rs.22, 000/-. Their main objective was to serve the merchant community
of Thrissur by freeing them from the clutches of the money lenders who
charged exorbitant rates of interest. The bank received very good support
from the public at large. Initially the growth was slow but steady. The
number of branches opened each year testified its stability and popularity.
It was included in the second schedule of the Reserve Bank of India and
became a scheduled Bank on 07-08-1946. SIB was the first scheduled
Bank in the private sector in Kerala to get the license under section 22 of
the Banking Regulation Act 1949 from RBI on 17-06-1957. In the 80
years of its service the Bank had survived many crises. It could survive
the Kerala Banking crisis of 1960 when the Pala Central Bank was closed
down. A turbulent environment was experienced by banks in Kerala. It
was a period of merger, amalgamations and takes over. South Indian
Bank ventured to extend its helping hand to take over the assets and
liabilities of 15 small banks in Kerala in 1964. It was based on the general
policy of consolidation formulated by RBI.

Branch Expansion
As a result of this, the number of bank branches of the bank rose to 64
in 1964. This gave the bank a new vigour and vitality. Thereafter it began
to branch out and spread over the states of Kerala, Tamil Nadu,
Karnataka, Pondicherry, Andhra Pradesh, Maharashtra, West Bengal,
Gujarat and Delhi. When the 14 major banks in India were nationalized
by Govt. of India in 1969, SIB was having 78 branches. The liberal
branch licensing policy adopted by RBI helped the bank to expand fast
thereafter. At the time of Golden Jubilee Celebration in 1979, SIB was
having a total of 235 Branches. Growth in the number of branches and
growth in business are shown in the table.
Foreign Exchange Business
The Bank got license from RBI to deal in Foreign Exchange on 01-08-
1975. It is an authorized dealer in Foreign Exchange now and operates all
types of foreign exchange business. It has correspondent banking
arrangements in all commercial centers of the world. NRI‟s can remit
funds to an account in the bank either online or through draft drawing
arrangements. The bank is entrusted with the management of remittance

business of a prominent exchange house in the UAE, M/s. Hadi Express
Exchange, and has deputed officers to the two offices of the Exchange
house in Dubai and Sharjah.
Specialized Branches
To provide specialized service to various segments of business, Bank
decided to open specialized NRI, Industrial finance, and overseas
branches at various parts of our nation. The first NRI branch was opened
in November 1992 at Ernakulam and the first Industrial Finance Branch
in March 1993 at Coimbatore. The first overseas branch to cater
exclusively to export-import business was opened in June, 1993 at
Ernakulam. Later on, an exclusive SSI Branch was opened at Chennai.
Core Banking Solution
SIB is the first Kerala based bank to implement the core banking
system. The bank had embarked upon a massive technology up-gradation
project; by the SIB is the first Kerala based bank to implement the core
banking system. The bank had embarked upon a massive technology up-
gradation project, by the name Sibertech, for introduction of Core
Banking Solution. The Sibertech Project was formally launched on
January 17, 2001 by Sri. N.R.

Narayana Murthy, Chief Mentor (Infosys Technologies Ltd.) in a colorful
function at Kochi. For this, a modern Data Center has been set up at
Kochi, connecting all the branches, the Departments at Head Office,
Regional Offices, and the Treasury Department at Mumbai and the
International Banking Division at Kochi. This robust network facilitates
anywhere banking, Networked ATMs, Internet Banking, Mobile
Banking, Global ATM cum debit card operations etc. The Sibertech
project was launched with a target of connecting the 200 odd branches in
two phases by March, 2004. Towards this endeavor, the bank concluded a
technology partnership with M/s. Infosys Technologies Ltd. for Finacle,
the Core Banking Solution, M/s.HCL Info systems Ltd. for Network
Integration and M/s. WIPRO for Data Centre set up and maintenance.
The bank has achieved 100 per cent connectivity by implementing Core
Banking Solution by 24th March, 2007. Further to strengthen the ATM
reach and global acceptability, Bank has introduced Global ATM-cum-
Debit card, which can be used at ATMs and merchant establishments all
over the world. The Bank has also introduced value added services such
as mobile banking and internet banking. The aim of the Bank is to offer
the latest technology driven value added services to

the customers towards the realization of our motto – Experience Next
Generation Banking.
Board of Directors and Corporate Governance
The composition of the Board of Directors is governed by the
provisions of the Banking Regulation Act, 1949. The Board consists of
eminent persons with considerable professional expertise and experience
in Banking, accounting, finance and other fields as specified in the said
Act. Corporate governance of the Bank ensures high standards of
transparency, accountability, ethical operating practices and professional
management. Under the able leadership of MD and CEO
MR.V.G.Mathew, Part timeChairman Mr.Salim Gangadharan and other
directors and top executives, the Bank is now performing extremely well.
Human Resources
The bank attaches top priority to impart adequate training to its
employees. It considers that training is necessary for both individual and
organizational effectiveness. The training should help to develop the
skills and knowledge and also the competencies desired from them.
Training interventions are effectively made use of by the bank to improve
the

performance of the organization since 1965. SIB-Staff Training College
(SIB-STC) commenced its operations on 28th October, 1965. The first
training batch of SIB-STC was inaugurated by Sri. Samuel Mathai,
ViceChancellor of Kerala University. Bank Chairman Sri.Joseph
Chakola, General Manager MCP Nambiar and STC Principal
Sri.C.K.Menon were present on the occasion. Since then SIBSTC has
made substantial improvements and played a key role in the progress of
the organization. It could meet the qualitative and quantitative training
needs of the organization. In addition to the Central Staff Training
College at Trichur, Regional training centers were set up at Delhi,
Mumbai, Bangalore, Chennai and Coimbatore in 2005. Later, Regional
training centers were set up at Calcutta and Hyderabad also. To facilitate
the transition of the Bank from a regional to national platform, and to
bring in more professionalism the bank has recruited specialist officers.
The bank has also recruited a good number of probationary officers and
clerks through campus recruitment. This is in addition to the national and
regional level recruitments through entrance test. The bank also
introduced a Staff Welfare Scheme by which the children of the Staff
members were offered employment after proper selection process in lieu
of their parents opting out of the job. The newly recruited

officers/clerks are posted to branches or offices after proper induction
training. SIB has innovated a number of Staff-welfare measures which
are unheard of in the banking sector in India. It has introduced an
innovative and attractive incentive scheme encompassing all staff
members from ED to part-time sweepers. This helped the Bank achieve
business targets with focus on CASA products.
The bank has also introduced an employee stock option plan. The latest
welfare measure is the facility to avail long leave for purposes such as
maternity and child care, higher studies and medical treatment.
Milestones
South Indian Bank commenced operations on 29-01-1929 as a private
limited company in a rented room at the western end of Bishop
Menachery Building (now Municipal building), Round South, and
Thrissur. The bank opened the first branch in Wadakkancherry on 12-02-
1932. The bank was converted as a public limited company on 11-08-
1939. The bank purchased a building at Round South, Thrissur on 25-05-
1940. The FIRST among the private sector banks in Kerala to become a
scheduled bank on 07-08-1946 under the RBI Act. The English version of
the Memorandum and the

Articles of Association adopted on 08-02-1947 South Indian Bank
Employees Association (SIBEA) was registered on 03-03-1952. The first
balance sheet in English was published in 1953. The bank obtained
banking license from the RBI on 17- 06- 1957 under the Banking
regulation Act, 1949, becoming the first bank in the private sector from
Kerala The Silver Jubilee of the bank was celebrated on 09-02- 1958 and
Sri. K. Kamaraj, the Chief Minister of Madras and Sri. C. Achutha
Menon, the Chief Minister of Kerala graced the public function. The bank
took over assets and liabilities of 15 small banks in Kerala in 1964 as per
the policy of consolidation of banks by the RBI. The bank started staff
training college on 15-10-1965. South Indian Bank Officers‟ Association
was formed on 27-02-1966. A joint training college was started with
Catholic Syrian Bank and Dhanalakshmi Bank as co-partners on 01-09-
1970. The bank got license from the RBI to deal in foreign exchange on
01-08-1975. The Golden Jubilee of the bank was celebrated on 17-10-
1980 and 18-10-1980. Many dignitaries including, Central Ministers Sri.
R. Venkitaraman, the Finance Minister, Sri. C.M. Stephen, the
Communications Minister and State Ministers and Chairman, SBI graced
the occasion.

The Head Office of the bank was shifted from the Silver Jubilee
building at Round South, Thrissur to the new building at Mission
Quarters, Thrissur in 1984. A Cooperative Society was formed in 1984
under the name South Indian bank Staff Cooperative Credit Society. The
bank ventured the publication of Students‟ Economic Forum in
December 1991. The first bank in the private sector in India to open a
Currency Chest on behalf of the RBI in April 1992 is this. The first bank
in Kerala to develop in-house, fully integrated branch automation
software in addition to the in house partial automation solution
operational since 1992. The first private sector bank to open a NRI
branch in November, 1992 is this. This is the first bank in the private
sector to start an Industrial Finance Branch in March 1993. The first
among the private sector banks in Kerala to open an “Overseas Branch”
to cater exclusively to the export and import business in June, 1993. The
first Public Issue of Shares of the bank (IPO) was completed in October
1998. It Listed the Shares in BSE, NSE and CSE in December 1998. The
Sibertech Project for implementation of Core Banking Solution
commenced in 2001 The Platinum Jubilee of the bank was celebrated on
22- 03-2004. The Chief Minister of Kerala, Sri. A.K. Antony and other

dignitaries graced the occasion by their presence. The Follow-on Public
Offer (FPO) of banks shares was done in February, 2006. Bharath
Mammootty identified as South Indian Banks Global Brand Ambassador
in October 2006 The bank achieved 100 per cent Core Banking Solution
in March 2007. The bank could raise substantial capital funds to the
extent of Rs.326 crores by way of Qualified Institutional Placement (QIP)
in September, 2007 and thus the total capital resources exceeded Rs.1000
crores Opened 500th branch on 31-03-2008 in New Delhi. Came out with
Bonus Issue of Shares in 2008.
A New Visual Identity for New Competencies
South Indian Bank unveiled the new corporate logo that demonstrates
the major transformation the bank has undergone since its inception.
Padmashree Mammootty, the three-time Bharath award winning
megastar, who is also the global Brand Ambassador of the Bank, unveiled
the new corporate brand logo on 16th October 2006. Banks new logo will
project the significance of transformation to the public around the world.
It is a positive sign of change that has re-energized the staff members and
caught the attention of the customers who understand that South Indian
Bank is dedicated to relationship built on trust. This warm relationship of

the customers and the staff alike with the Bank is beautifully portrayed in
the new logo by way of two hands strongly clasping on to the pillar- that
is “SIB”, which represent banks loyal customers on the top and the
employees below. The new visual identity of the bank consists of
„cardinal red‟ and „white‟ colours. „Red‟ usually represents energy,
creativity and also joy. Red colour also symbolizes warmth. By
embracing this colour for its new logo, SIB is giving its customers the
connotation of the continuing growth of ideas and concepts and warm
relationship. It also conveys that the Bank is on the cutting edge of new
technology. The new logo is a combination of forms that suggest a
stylized „S‟. „S‟ here represents service, strength, smartness, support and
safety. For the bank which emphasizes on personalized customer service
which has been the Banks core strength all these 80 years of its existence,
„S‟ symbolizes, as mentioned earlier, service. It may be pointed out that
“Outlook Money – Cfore Survey” selected South Indian Bank as the best
private sector bank in India in the service quality segment. „S‟ also
represents strength derived from superior banking technology. For the
Bank which could bag an award for excellence in banking technology
from IDRBT- which is the technical arm of the Reserve Bank of India,

this is all the more meaningful. The bank has bagged this award for the
excellent contributions made in the area of information systems, security
policies and practices, by tightly competing with all categories of banks
in India. During the global financial crisis when there is public concern
about the asset quality of banks, SIB is the only bank from the private
sector –including the new generation and traditional banks to emerge as
the „best bank in the asset quality‟ in the “BTKPMG Survey of Best
Banks in India” published on 12th December 2008. “Experience next
generation banking” is the new corporate slogan of the bank. Besides the
technological capability which the bank is having, the bank recruits
specialist officers as team members to provide professional customer
services.
Business Strategy
The Bank is committed to become a technology- driven, customer-
oriented bank (the new corporate slogan being -“Experience Next
Generation Banking”) where passion for excellence is a way of life,
innovation is a tradition, commitment to values unshaken and customer
loyalty is abiding. The long-term corporate objective is to emerge as the
most preferred Bank in India, with core competence in fostering

relationship banking, garnering core deposit with accent on cost, creating
high yielding quality assets through focused marketing, qualitative
appraisal and effective monitoring. We are dedicated to provide quality
service to our customers and maintain high standards in corporate
responsibility.
SIB-A Customer Oriented Bank
Despite acquiring the latest technological capabilities available to the
banking industry in the country, the Bank will continue the emphasis on
personalized customer service, which has been the Banks core strength
for all these 78 years. Incidentally, the Bank had also been selected, in the
Outlook Money – C- Fore Survey, as the best private sector Bank in India
in the „Service Quality‟ segment.
Vision and Mission
Vision
To emerge as the most preferred bank in the country in terms of brand,
values, principles with core competence in fostering customer aspirations,
to build high quality assets leveraging on the strong and vibrant
technology platform in pursuit of excellence, customer delight and to
become a major contributor to the stable economic growth of the nation.

Mission
To provide a secure, agile, dynamic and conducive banking
environment to customers with commitment to values and unshaken
confidence, deploying the best technology, standards, processes and
procedures where customer convenience is of significant importance and
to increase the stakeholders‟ value.
Objectives
 To provide a secure, agile, dynamic and conducive banking
environment to customers;
 To provide the best technology;
 To provide standards, processes and procedures where customer
convenience is of significant importance and to increase the stakeholders
value
Design
Ever since major commercial banks were nationalized in two phases in
1969 and 1980, there has been a sea change in their functions, outlook
and perception. One of the main objectives of nationalization of banks
has been to help achieve balanced, regional, sectoral and sectional

development of the economy by way of making the banks reach out to the
small man and to the remote areas of the country. An organization
consists of people who carry out differentiated tasks which are
coordinated so as to contribute and achieves planned goals. Organizations
are created mainly for producing goods and services to the society for
which they have to incorporate a formal structure. Indian banking is now
operating in a more competitive setting with the induction of new banks.
Both Indian and foreign, who will be bringing in new work technology
and specialist expertise and a variety of new financing instruments. The
structure of South Indian a bank is Head Office, Regional Office, Branch
Office, Extension Counters and ATM Counters.
Head Office
South Indian Banks functions are controlled and coordinated by the
Head office. The Head Office of South Indian Bank is in Trichur, Kerala.
It controls the activities of regional offices and branch offices. All most
all the departments are there in the Head Office. Every decision is taken
here. Since all the departments are there in the Head Office, every
function is done here. The main functions of Head office are given below.
It controls all the activities of bank: The managing Directors Secretariat is
there in the head office. So all most all the decisions pertaining to the

smooth administration of the bank is taken here. It checks all the accounts
of different Regional Offices and Branch Offices through its accounts
departments. Strong and sound DICT is there to make proper
communication. It deals with all the legal issues of the bank through the
legal departments. It checks the NRI account portfolio through its NRI
division. It checks and reviews the customer relationship management.
Regional Office
To make the administration and functions easier, Regional Offices are
set up for each region. It acts as a link between branches and head office.
In each region, certain number of branches and extension counters are
there. Administration is very difficult according to the increase of the
branches. Regional office makes the function of head office lesser
through its co responsibility. The Regional Offices of South Indian Bank
is given below: Bangalore, Chennai, Coimbatore, Delhi, Ernakulum,
Hyderabad, Kolkata, Kottayam, Kozhikode, Mumbai, Pathanamthitta,
Palakad, Trivandrum, Trichur, and Madurai.

Branch Office
There are 580 branches for South Indian Bank. They come under
specific Regional office. To make personal contact with the customers,
branches are very useful. In branch offices, we can’t see all the
departments. But every function of the bank such as accepting deposits,
issuing loan and clearing is there. Job rotation is there in branch offices.
Extension Counter
It is same as branch. It also has the similar functions of branches
except issuing of loans. As of now, there are only three extension
counters are there. It is the preceding stage to make a branch.
ATM Counters:
The main purposeof the bank is to reduce the burden of the customer.
So the banks have opened ATM Counters at different places to avoid the
wastage of time and different formalities. South Indian Bank has set up
375 ATM Counters all over India. South Indian Banks Global ATM-
Cum-Debit Cards are now acceptable in the Master Card International
Network System as well as in the domestic National Financial Switch
(NFS) Network System owned by IDRBT, the technical arm of RBI.
Provide on-line access to Savings Bank or Current accounts of South

Indian Bank. Tied up with the world-renowned service provider,
MasterCard International; can be used in 8, 30,000 ATMs & 7 million
Point of Sale (POS) terminals worldwide. South Indian Bank being a
member of NFS network, South Indian Bank cards are acceptable in other
member banks ATMs. It can be used in 31000+ ATMs in India. The
Maestro Debit card is a PIN based card and operates similar to ATM
making it 100% secure, even in POS terminals. Global Cards are issued
free of cost to the customers of South Indian Bank. Nominal fee is
charged to the users at other Banks ATMs. Cash withdrawal limits
through ATMs is up to Rs.20, 000/- per day.

ORGANISATION CHART
BOARD OF
DIRECTORS
CHAIRMAN
MANAGING
DIRECTOR
EXECUTIVE
GM
ADNINISTRA
TION
DY.GM
MARKETING
DY.GM
PERSONAL
GM
TRESSURAY
DY.GM
(CFM)
CHEIF
GENERAL
MANAGER
DY.GM
(CR.RECOVE
RY)
GM
IRMD
DY.GM
(INS)
DY.GM
CR.ADMIN

CHAPTER 5
DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION
5.1.Periodof being a SIB customer
Table 5.1 Showing period of being a SIB customer
Particulars No.of .respondents Percentage(%)
Less than 1 year 4 8
1-2 years 4 8
2-5 years 15 30
5-10 years 11 22
More than 10 years 16 32
Total 50 100

Figure 5.1 Periodof being SIB customer
Interpretation
From the above table it is clear that 8% of respondents are SIB
customers for being less than 1 year &1-2 years. 30% of respondents are
SIB customers for a period of 2-5 years.22% for 5-10 years,32% for more
than 10 years
0
5
10
15
20
25
30
35
less than 1
year
1-2 years 2-5 years 5-10 years more than 10
years
percentage

5.2 Source of information about SIB from
Table 5.2 Showing Source ofinformation about SIB from
Particulars No.of respondents Percentage (%)
Friends & relatives 16
36
advertisements 10
23
Bank employees 8
16
Internet 5
15
Others 11
10
Total 50 100

Figure 5.2Showingsource ofinformation about SIB from
Interpretation
From the table it is clear that 36% of respondents got information about
SIB from friends & relatives,23% from advertisements ,16% from bank
employees,15% from internet and 10% of respondents came to know
about SIB From others .
0
5
10
15
20
25
30
35
40
friends &
relatives
advertisments bank
employees
internet others
percentage

5.3 Reasonforbeing SIB customers
Table 5.3 Showing the reasonfor being SIB customer
particulars No.of
respondents
Percentage (%)
Offered services 14
38
Quality of sevices 8
25
Endorsing
celebrity
0
15
Good relationship 6
12
Others 22
10
Total 50 100

Figure 5.3 reasonfor being SIB customer
Interpretation
From the above table 38% of respondents came to be the customers of
SIB due to their offered services,25% because of quality of services &
22% for Good relationship with the customers . Only 10 % of
respondents reason for being SIB customer for others .
0
5
10
15
20
25
30
35
40
offered
services
quality of
services
endorsing
celebrity
good
relationship
others
percentage

5.4 Services that make SIB unique from others
Table 5.3 Showing the services thatmake SIB unique from others
Particulars No.of.respondents Percentage (%)
Online banking
facility
14 28
Wide coverage 17 34
Interest rates 6 12
SIB services 8 16
Others 5 10
Total 50 100

Figure 5.4 services that make SIB unique from others
interpretation
From the above table it is seen that 28% of respondents are the opinion
that online banking provided by SIB makes it unique from others . 34%
of respondents are of opinion that SIB unique for wide coverage,12% for
interest rates,16% for SIB services &10% for others.
0
5
10
15
20
25
30
35
40
online banking wide coverage interest rates SIB services others
percentage

5.5 Satisfactionfor products & services offered& provided by SIB
Table 5.5.Showing satisfactionfor products & services offered&
provided by SIB
Highly satisfied 6 12
Satisfied 22 44
Moderate 15 30
Dissatisfied 4 8
Highly dissatisfied 3 6
Total 50 100

Figure 5.5 Showing satisfactionfor products & services offered&
provided by SIB
Interpretation
From the table we understand that 12% highly satisfied with the products
& services provided by SIB.44% of respondents are satisfied 30%
moderately satisfied ,8% are dissatisfied & 6 % of the respondents highly
dissatisfied.
0
5
10
15
20
25
30
35
40
45
50
Highly
satisfied
Satisfied Moderate Dissatisfied highly
dissatisfied
percentage

5.6 Innovations of SIB have contributed a lot on its promotion
Table 5.6 Showing innovations of SIB have contributed a lot on its
promotion
Particulars No.of.respondents Percentage (%)
Strongly agree 10 26
Agree 19 42
Neutral 21 32
Disagree 0 0
Strongly disagree 0 0
Total 50 100

Figure 5.6 innovations of SIB have contributed a lot on its promotion
Interpretation
From the above table 26% of respondents strongly agree for the statement
innovations of SIB have contributed a lot on its promotion. 42% agree &
32% neutral to the statement.
0
5
10
15
20
25
30
35
40
45
Strongly
agree
Agree Neutral Disagree Strongly
disagree
percentage

5.7 Event sponsorship by SIB makes it more popular
Table 5.7 Showing event sponsorship by SIB makes it more popular
Agree 19 38
Neutral 10 20
Disagree 7 14
Total 50 100

Figure 5.7 Showing event sponsorshipby SIB makes it more popular
Interpretation
From the above table 28 % of respondents strongly agree to the statement
event sponsorship by SIB makes it more popular.38% agree,20% agree,
&14% disagree to the statement.
0
5
10
15
20
25
30
35
40
Strongly
agree
disagree
percentage

5.8 Mostfrequently used media for information/entertainment
Table 5.8 Showing most frequently used media for information
/entertainment
Particulars No.of
respondents
Percentage(%)
Tv 20 40
Radio 0 0
Newspapers 10 20
Internet 17 34
Others 3 6
Total 50 100

Figure 5.8 Mostfrequently used media for information /
entertainment
Interpretation
From the above table 40 % of respondents uses tv as a media for
information/entertainment.20% uses newspapers,34% uses internet& 6%
uses other media.
0
10
20
30
40
percentage

Table 5.9 Showing visual media is better than print media
Particulars No.of
respondents
Percentage (%)
Agree 20 40
Neutral 10 20
Disagree 4 8
Total 50 100

Figure 5.9 Showing visual media is better than print media
Interpretation
From the above table 32% 0f respondents strongly agree to the statement
visual media is better than print media.40% agree,20% neutral & 8%
disagree to the statement.
0
5
10
15
20
25
30
35
40
45
Strongly agree Agree Neutral Disagree Strongly
disagree
percentage

5.10 No.ofSIB Ads watchedper day
Table 5.10 Showing No.ofSIB Ads watchedper day
particulars No.of respondents Percentage (%)
More than 4 times 4 8
4 times 4 8
3 times 13 26
2 times 20 40
1 time 9 18
Total 50 100

Figure 5.10 Showing No.ofSIB Ads watchedper day
Interpretation
From the above table 8% of respondents usually goes through SIBs Ads
more than 4 times per day.8% respondents 4 times a day ,26% 3
times,40% 2 times & 18% only 1 time a day.
0
5
10
15
20
25
30
35
40
More than 4
times
4 times 3 times 2 times 1 time
percentage

5.11 SIB s Ads mostly seenduring
Table 5.11 Showing SIB s Ads mostly seenduring
Particulars No.of
respondents
Percentage (%)
Morning 6 12
Afternoon 6 12
Evening 17 34
Night 17 34
Whole day 4 8
Total 50 100

Figure 5.11Showing SIB s Ads mostly seenduring
Interpretation
From the above table 12% of respondents mostly seen SIB Ads during
morning & afternoon,34% at evening & night .8% 0f respondents during
the whole day.
0
5
10
15
20
25
30
35
40
Morning Afternoon Evening Night Whole day
percentage

Table 5.12. Showing SIB changes their Ads frequently
Strongly agree 4 8
Agree 12 24
Neutral 27 54
Disagree 7 14
Total 50 100

Figure 5.12 Showing SIB changes their Ads frequently
Interpretation
From the above table 8% of respondents strongly agree to the statement
SIB changes their Ads frequently.24% agree,54% neutral that is they are
not aware about changes in SIBs Ads & 14% disagree to the statement.
0
10
20
30
40
50
60
Strongly
agree
disagree
percentage

5.13 Mostattractedservices through SIB Ads
Table 5.13Showing mostattractedservices throughSIB Ads
Particulars No.of
respondents
Percentage(%)
SIB junior 0 0
Mahila plus 5 10
SIB pure gold 5 10
SIB mirror plus 29 58
Others 11 22
Total 50 100
Figure 5.13 Showing mostattractedservices through SIB Ads
0
10
20
30
40
50
60
70
SIB junior Mahila plus SIB pure gold SIB mirror plus Others
percentage

Interpretation
From the above table we understand that about 10% of respondents prefer
mahila plus & SIB pure gold.58% of respondents prefer SIB mirror plus
and 22% prefer others.
5.14 Ad messageofSIB conveys feeling of trust
Table 5.14 Showing Ad message ofSIB conveys feeling of trust
Particulars No.of
respondents
Percentage(%)
Strongly agree 9 18
Agree 25 50
Neutral 15 30
Disagree 1 2
Total 50 100

Figure 5.14 Showing Ad message ofSIB conveys feeling of trust
Interpretation
that the Ad message of SIB conveys feeling of trust.48% agree ,32%
neutral and 12% disagree to the statement.
0
10
20
30
40
50
60
Strongly agree Agree Neutral Disagree Strongly
disagree
percentage

5.15 SIBs Ads are true and genuine
Table 5.15 Showing SIBs Ads are true and genuine
Particulars No.of
respondents
Percentage(
Strongly agree 4 8
Agree 24 48
Neutral 16 32
Disagree 6 12
total 50 100

Figure 5.15 SIBs Ads are true and genuine
Interpretation
that is SIBs Ads are true and genuine.48% agree,32% neutral and 12%
disagree to the statement.
0
5
10
15
20
25
30
35
40
45
50
Strongly
agree
disagree
percentage

5.16 opinion about SIBs internet Ads
Table 5.16 opinion about SIBs internet Ads
Particulars No.of
respondents
percentage
Excellent 0 0
Very good 5 10
Good 24 48
Average 16 32
Satisfactory 5 10
total 50 100

Figure 5.16 opinion about SIBs internet Ads
Interpretation
From the above table 10% 0f respondents opinion about SIBs Ads are
very good.48% rates good ,32% average &10% satisfactory.
0
10
20
30
40
50
60
Excellent Very good Good Average Satisfactory
percentage

5.17 SIBs Ads always targets
Table 5.17 SIBs Ads always targets
Particulars No.of
respondents
percentage
Senior citizens 5 10
Women 0 0
Youth 6 12
Employed people 5 10
All type of people 34 68
total 50 100

Figure 5.17 SIBs Ads always targets
Interpretation
From the above table 10% of respondents said that SIBs Ads always
targets senior citizens and employed people.12% for youth and 68% for
all type of people.
0
10
20
30
40
50
60
70
Senior
citizens
Women Youth Employed
people
All type of
people
percentage

5.18 Rate SIB TelevisionAds
Table 5.18 Rate SIB TelevisionAds
Particulars No.of respondents percentage
Excellent 1 2
Very good 9 18
Good 25 50
Average 12 24
Satisfactory 3 6
Total 50 100

Figure 5.18 Rate SIB TelevisionAds
Interpretation
From the above table 2% of respondents rate excellent for SIBs television
Ads.18% very good,50% good ,24% average and 6% satisfactory for
SIBs television Ads
0
10
20
30
40
50
60
percentage

5.19 kinds of Ads prefer from SIB
Table 5.19 kinds of Ads prefer from SIB
Particulars No.of respondents percentage
Funny 4 8
Creative 21 42
Unique 10 20
Emotional 6 12
Genuine 9 18
Total 50 100

Figure 5.19 kinds of Ads prefer from SIB
Interpretation
From the above table we understand that 8% of respondents prefer funny
type advertisments.42 % prefer creative,20% unique,12% emotional and
18% prefer genuine type Ads from SIB.
0
5
10
15
20
25
30
35
40
45
Funny Creative Unique Emotional Genuine
percentage

5.20 quality of SIB Ads comparedto other banks Ads
Table 5.20 quality of SIB Ads compared to other banks Ads
Particulars No.of
respondents
percentage
Excellent 1 2
Very good 15 30
Good 24 48
Average 10 20
Satisfactory 0 0
total 50 100

Figure 5.20 quality of SIB Ads compared to other banks Ads
Interpretation
From the above table we understand that only 2% of respondents rate
SIBs Ads excellent compared to other banks Ads.30% very good,48%
opinions good and 20% average for SIBs Ads excellent compared to
other banks Ads.
0
10
20
30
40
50
60
percentage

CHAPTER 6
FINDINGS AND SUGGESTIONS

Findings and Suggestions
Findings
1. Majority of the respondents seems to be the of SIB customers for more
than 10 years
2. Most of the customers came to know about SIB from friends &
relatives
3. As per the respondents opinion most of customer’s reason for being a
customer is SIBs offered services
4. Services that make SIB unique from competitors are their wide
coverage.
5. Most of respondents are satisfied with the products and services
offered and provided by SIB.
7. Sponsorship events undertaken by SIB has improved its promotion
8. Tv is the most frequently used media for information/entertainment
which is SIB also focused.
9. Customers prefer Ads visual media is better than print media.

10. Customers goes through SIBs Ads 2 times a day.
11. SIBs Ads telecasted during evening and night.
12. SIB changes their Ads frequently.
13. Most attracted services through SIB Ads is SIB mirror plus.
14. SIBs Ads are true and genuine.
15. Most of customers agree that SIBs Ads are true and genuine.
16. As per the respondents opinion SIBs internet Ads are good
17. SIBS ads target all type of people.
18. Most of customers rate SIBs television Ads are good.
19. Customers mostly prefer creative Ads from SIB.
20. Customers rate SIBs Ads as good while compared to other banks Ads.

Suggestions
 Since most people uses television as a media for information,
SIB should more concentrate on television Ads.
 Provide more advertisements in visual media and social media.
 Provide creative Ads so that may attract new customers.
Customers are not quickly identifying the changes in SIBs Ads,
so take necessary steps to quickly identify the changes.
 SIBs Ads have good effectiveness on customers.so try to retain
the level.

CONCLUSION
In the present competitive world the need of advertisement is gaining
more importance .every organization should give properimportance to
advertisement in order to make their place in competent market.
The basic objective of the study was to analyse the effectiveness of
advertisements among the customers. The concern is having a good
supportfrom the customers becauseof the constant quality and taste of
the product.
The present advertisement of the concern is good. But the customers
are not aware about the changes in the advertisement .the concern has to
take immediate steps to make their Ads more effective.
In the market SIB products are facing high competition with other
banks. But the quality and good advertising strategy of the concern
making this producttop in the market.
The study concludes that the advertising techniques used by the
concern are very effective and helps to promote bank.

BIBILIOGRAPHY
Reference
1. C.R Kothari “Researchmethodology Methods &Techniques”,
2. A.Vinod “Marketing Management”
3. Philip Kotler “Marketing Management – A South Asian
perspective”
4. Ramaswamy & Namakumari –“Marketing Management”
websites
1. Effectiveness of advertisements –http://www.wikipedia.in
2. Industrial profile of banks – http://www.ibef.org
3. History of banking –http://www.wikipedia.org
4. South Indian bank –http://www.southindianbank.org

QUESTIONNAIRE
Name:
Age: Sex: M / F
1.Period of being SIB customer
less than 1 year
1-2 years
2-5 years
5-10 years
more than 10 years
2.came to know about SIB from
friends & relatives
advertisements
bank employees
internet
others

3.reason for being SIB customer
offered services
quality of services
endorsing celebrity
good relationship
others
4.services that make SIB unique from others
online banking facility
wide coverage
interest rates
SIB services
others
5.satisfied by products and services provided by SIB
highly satisfied
satisfied
moderate
dissatisfied

highly dissatisfied
6.innovations of SIB have contributed a lot on its promotion
strongly agree
agree
neutral
disagree
strongly disagree
7.event sponsorship by SIB makes it more popular
strongly agree
agree
neutral
disagree
strongly disagree
8.most frequently used media for information
tv
radio
news papers

internet
others
9.visual media is better than print media
strongly agree
agree
neutral
disagree
strongly disagree
10.no.of SIB Ads watched per day
more than 4 times
4times
3times
2times
1times
11.SIB Ads mostly seen during
morning
afternoon

evening
night
whole day
12.SIB changes their Ads frequently
strongly agree
agree
neutral
disagree
strongly disagree
13.most attracted services through SIB Ads
SIB junior
mahila plus
SIB pure gold
SIB mirror plus
others

14.the Ad message of SIB conveys feeling of trust
strongly agree
agree
neutral
disagree
strongly disagree
15.SIB Ads are true and genuine
strongly agree
agree
neutral
disagree
strongly disagree
16.opinion about SIB internet Ads
excellent
very good
good
average

satisfactory
17.SIB Ads always target
senior citizens
women
youth
Employed people
All type of people
18. Rate SIBs television Ads
Excellent
Very good
Good
Average
Satisfactory
19. Kinds of Ads preferred from SIB
Funny
Creative
Unique

Emotional
Genuine
20. Rate the quality of SIBs advertisement compared to other banks Ads
Excellent
Very good
Good
Average
Satisfactory

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