161332798 final-g project-report

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PROJECT STUDY
ON
“COMPARATIVE ANALYSIS OF SERVICES AND PRODUCTS OF AXIS BANK WITH
OTHER PRIVATE SECTOR BANKS AND THE PERCEPTION OF CUSTOMER
TOWARDS THE SEVICES OF AXIS BANK, HINGANGHAT’’
Submitted By
SURAJ GHONGE
Submitted to

University of Pune
In partial fulfillment of the requirement for the award of the degree of
Master of Business Administration (MBA)
Through
MBA Department
Matrix Educational Foundation’s
Matrix School of Management Studies Pune-41 (2012-2014)

3
ACKNOWLEDGEMENT
I am highly indebted to Axis Bank, Hinganghat for giving me this opportunity to do my
internship project in their esteemed organization. It has contributed immensely to my
learning.
I would like to thank my external guide Mr. Swapnil Gote (Branch Manager) for
giving me the required support in completing my project.
My profound gratitude towards our Director,Dr. Satish S. Ubale for giving me valuable
guidance, suggestions and advice without which this project could not have been completed.
I would also like to thank my internal guide Prof. Joe Lopez for giving me the necessary
insight into my study.
Name of the Student
Suraj B Ghonge

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Executive summary
Banking Industry which is basically my concern industry around which my project has to be
revolved is really a very complex industry.
I am Suraj Ghonge. I did my project study with AXIS BANK Hinganghat in 51 days.
I was assigned the task of doing survey on customers. I reported to sales manager Mr.
Dnyaneshwar Patkar 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.
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.
One of the fastest growing sectors in the country, BANKING has been zooming up the
growth curve at a feverish pace in fast few years. In fact, it is the sector that is increasingly
contributing to the high growth rate recorded in the country. This project report is divided
into various sections. The first section comprises of a brief introduction of the banking
industry & then getting concentrated on the five major players of banking sector. The
second section includes Objectives of the study, Justification of the study and Literature
Review of the study. The third and most essential part comprises of Research
Methodology & Analytical tools, Sampling & sampling Design used in study
regarding analytical tools.

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CONTENTS:
Acknowledgement
Contents
I
Ii
List of Tables
List of Figures
iii
iv
List of abbreviations
Executive Summary
V
Chapter 1 Introduction
Chapter 2 Company Profile
Chapter 3 Research Methodology
Chapter 4 Theoretical Background
Chapter 5 Data Analysis and Interpretation
Chapter 6
Chapter 7
Findings and Recommendations
Conclusion
Bibliography
Appendix I Questionnaire

6
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 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.

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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.
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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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.
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.

9
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.
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.

10
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.

11
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 start business in India

12
PUBLIC SECTOR BANKS
Banking System in India is dominated by nationalized banks. The nationalization of banks in
India took place in 1969 by Mrs. Indira Gandhi the then prime minister. The major objective
behind nationalization was to spread banking infrastructure in rural areas and make available
cheap finance to Indian farmers. Fourteen banks were nationalized in 1969.
Before 1969, State of India (SBI) was only public sector bank in India. SBI was
nationalized in 1955 under the SBI Act of 1955. The second phase of nationalization of
Indian banks took place in the year 1980. Seven more banks were nationalized with deposits
over 200 crores
The following are the list of Public Sector Banks in India
Allahabad Bank
Andhra Bank
Bank of Baroda
Bank of India
Bank of Maharastra
Canara Bank
Central Bank of India
Corporation Bank
Dena Bank
Indian Bank
Indian Overseas Bank
Oriental Bank of Commerce
Punjab & Sind Bank
Punjab National Bank
Syndicate Bank
UCO Bank
Union Bank of India
United Bank of India
Vijaya Bank

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PRIVATE SECTOR BANKS:
Private banking in India was practiced since the beginning of banking system in India. The
first private bank in India to be set up in Private Sector Banks in India was IndusInd Bank. It
is one of the fastest growing Bank Private Sector Banks in India.IDBI ranks the tenth largest
development bank in the world as Private Banks in India and has promoted world class
institutions in India. The first Private Bank in India to receive an in principle approval from
the Reserve Bank of India was Housing Development Finance Corporation Limited, to set up
a bank in the private sector banks in India as part of the RBI's liberalization of the Indian
Banking Industry. It was incorporated in August 1994 as HDFC Bank Limited with registered
office in Mumbai and commenced operations as Scheduled Commercial Bank in January
1995.ING Vysya, yet another Private Bank of India was incorporated in the year 1930.
Bangalore has a pride of place for having the first branch inception in the year 1934. With
successive years of patronage and constantly setting new standards in banking, ING Vysya
Bank has many credits to its account.
LIST OF PRIVATE BANKS IN INDIA
Bank of Punjab
Bank of Rajasthan
Catholic Syrian Bank
Centurion Bank
City Union Bank
Dhanalakshmi Bank
Development Credit Bank
Federal Bank
HDFC Bank
ICICI Bank
AXIS BANK
IDBI Bank
IndusInd Bank
ING Vysya Bank
Jammu & Kashmir Bank
Karnataka Bank
South Indian Bank
United Western Bank

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INTRODUCTION TO ORGANISATION
COMPANY DESCRIPTION
Type Private company
Traded as BSE: 532215
LSE: AXBC
Industry Banking, Financial services
Founded 1994 (As UTI Bank)
Headquarters Mumbai, Maharashtra, India
Key people Dr Sanjiv Misra
(Chairman)
Shikha Sharma
(MD & CEO)
Products Credit cards, consumer banking, corporate banking,finance and
insurance,investment banking, mortgage loans, private banking, private
equity, wealth management
Revenue 274.82 billion (US$4.6 billion) (2012)
Net income 42.19 billion (US$710 million) (2012)
Total assets 2.854 trillion (US$48 billion) (2012)
Employees 37,901 (2013)
Website www.axisbank.com

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Axis Bank
AXIS Bank is the first new generation private sector bank to be established in India under the
overall reform program initiated by the Government of India in 1991, under which nine new
banking licenses were granted.
Unit Trust of India, the largest mutual fund in India, holding 87% of the equity, promoted the
Bank. Life Insurance Corporation of India (LIC), General Insurance Corporation Ltd and its
four subsidiaries who were the co-promoters held the balance 13%. The Bank started its
operations in 1994.
AXIS Bank’s first capital raising post inception was in 1998 through a public offering of
primary shares and in subsequent years through equity allotment to a few other investors like
CDC. Citicorp Banking Corporation, Bahrain, Karur Vysya Bank and Chrys Capital leading
to a dilution in AXIS’s shareholding in the Bank. Further dilution of Promoters shareholding
happened during Q4 of 2004, when the Bank raised US$ 239.30 Million of Capital through a
GDR issue.
MISSION
 Customer Service and Product Innovation tuned to diverse needs of individual and
corporate clientele.
 Continuous technology up gradation while maintaining human values.
 Progressive globalization and achieving international standards.
 Efficiency and effectiveness built on ethical practices.
CORE VALUES:
 Customer Satisfaction through
 Providing quality service effectively and efficiently
 "Smile, it enhances your face value" is a service quality stressed on
 Periodic Customer Service Audits
 Maximization of Stakeholder value
 Success through Teamwork, Integrity and People
 Leading through innovation to offer world class and competitive products to customers.
 Building long term relationships with customers by creating a world-class service
experience through operational excellence and the innovative use of technology.

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 Have created a customer centered and result focused vision that inspires each one of our
Associates and has their buy in.
 Are committed to creating a High Performance Organization by creating an
environment that allows each our associates to perform at peak. As a result recognized as an
employer of choice.
 Committed to partnering with internal and external customers for mutual success..
CURRENT STATUS
Axis Bank is the third largest private sector bank in India. Axis Bank offers a vast spectrum
of services encompassing Large and Mid-Corporate Banking, SME Banking, Agri-Business
Banking, Retail Banking and International Banking.
Axis Bank has a network of over 2,000 branches and over 12,000 ATMs across the country.
The branches, spread across more than 1250 cities and towns, enable the Bank to reach out to
a large cross-section of customers with an array of products and services catering to both the
retail and the corporate segment.
Axis Bank has presence in Singapore, Hong Kong, Shanghai and Dubai, and seeks to expand
further its international presence. Axis Bank has the second largest EDC network, the third
largest ATM network in India and also has the fourth largest base of debit cards in the
country. The market capitalization of the Bank as on March 31,2013 was Rs. 1,23,308 crores
which makes the Bank the fourth largest in terms of market capitalization amongst the Banks
in India.
The Bank’s centralized database enables customers to operate their accounts from anywhere
in the country. The Bank’s website www.axisbank.com offers comprehensive details about its
various schemes.

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BOARD OF DIRECTORS
Smt. Shikha Sharma Managing Director & CEO
Shri N.C. Singhal Director
Shri. J.R. Varma Director
Dr. R.H. Patil Director
Smt. Rama Bijapurkar Director
Shri R.B.L. Vaish Director
Shri M.V. Subbiah Director
Shri Ramesh Ramanathan Director
Shri K. N. Prithviraj Director

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UNIT: AXIS BANK LIMITED
Nazul Sheet No 21, Block No.06 Plot No.98/1,House No.95-96, Nehru Ward,Railway Station
Road,Hinganghat.442301 Maharashtra.
Contact: 07153-244082, 244084, 09922001837, FAX NO.07153-244086
Registered Office
‘Trishul’, 3rd Floor, Opp. Samartheshwar Temple, Law Garden,
Ellis Bridge,Ahmedabad – 380 006. Tel No. : 079 – 2640 9322
Fax No. : 079 – 2640 9321
Email: p.oza@axisbank.com/rajendra.swaminarayan@axisbank.com
Web site: www.axisbank.com
Central Office
Corporate Office, Axis Bank Limited, Corporate Office, Bombay Dyeing Mills Compound,
Pandurang Budhkar Marg, Worli, Mumbai – 400 025.
Tel. 022-24252525

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Services And Products Of Axis Bank
Axis bank offers its services majorly in four parts:
Personal
A. Corporate
B. NRI
C. Priority banking
A. Personal
Axis bank offers various services for individual domestic customers, which includes services
like
1. Accounts
2. Deposits
3. Loans
4. Cards
5. Forex
6. Investments
7. Insurance
8. Payments
9. Other services

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 The accounts offered by axis bank for its customers are:
EasyAccess Savings Account
Easy Access Savings Account gives instant access to customer’s money anywhere, anytime.
Possessing a range of unmatched features, it has been devised to better suit the convenience
of our eclectic client base.
These services can be availed with a minimum quarterly average balance of Rs 10 ,000 in
metro or urban centers, Rs. 5000 in semi urban centers and Rs. 2500 in rural centers.
Krishi Savings Account
This product has been specially designed keeping in mind the unique requirements of a
farmer and true to its nature has been called the Krishi Savings Account. This account is
offered with the requirement of maintaining the half-yearly average balance of Rs 2500 only.
Being a Krishi account holder, farmers are entitled to access Axis’s wide network of more
than 2000 branches and 4055 ATMs across 440 cities. They can now easily carry out their
transactions through any of the branches or ATMs.
Prime Savings Account
 At Par Cheque Facility with an enhanced limit upto Rs. 1,00,000
 Free monthly statement of account
 Free DD/PO (drawn on Axis Bank Centers)
 International Debit card with an Accidental Insurance cover upto Rs. 5 lakhs (Issuance charge
waived) [To keep your personal accident insurance cover activated, you should have made a
purchase transaction in 365 days prior to the day of the incident & should have maintained an
average quarterly balance of Rs 25,000 (urban & metropolitan branches) or Rs 10,000 (rural
& semi-urban branches) as the case may be in the two quarters before the date of the
incident.]
 Increased cash deposit/withdrawal limits at non home branches
 Option of automatic movement of excess funds in the savings account to higher earning fixed
deposits
 Titanium Reward Debi Card

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 Free cash withdrawal unlimited transactions at other bank ATM's.
 Access through more than 2000 offices & 12000 ATMs
 24*7 Telebanking, Internet banking and Mobile Banking
 Free monthly e-statement
Corporate Salary account
Benefit to Employees
 No minimum balance criteria.
 Unparalleled Access - Anywhere banking facility through our network of Branches, ATM
and Internet banking facility.
 At Par chequebooks payable locally at all Axis Bank locations.
 International Debit cum ATM cards with enhanced Cash withdrawal facility and other value
add ons.
 Online Banking with funds transfer, online shopping and bill payment options.
 Depository services with free online trading accounts.
 Meal Cards on a master card platform.
 Employee Reimbursement accounts as a savings account variant.
Women’s Savings account (smart privilege account)
In today's busy world it's tough being a working woman. Right from shuttling between a job
and family to taking care of her finances she has to be on her toes all the time. Keeping this in
mind, we at Axis Bank have designed a savings account best suited for the woman of today.
With the Smart Privilege Account, you can manage your money and your life and as well as
enjoy a host of lifestyle privileges. Furthermore Axis Bank's Smart Privilege Account ensures
that you have enough time for all the important things in life.

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Priority banking account
As a Priority banking customer you will have access to an exclusive 'Priority Banking
Lounge' at branches. This will allow you to conduct your financial transactions in utmost
comfort and confidentiality through an exclusive Relationship Manager.
Demat Account
Axis Bank is a registered member (Depository Participant) of NSDL. In this system, physical
security holdings are converted into electronic (or in other words, dematerialized) holdings.
Axis Bank has been enrolled as a Depository Participant by the NSDL - India's first
depository. You can avail of all the depository-related services by just opening an account
with NSDL through Axis Bank.
Senior citizen’s Account
Axis Bank's Senior Citizen Savings Account has been designed keeping in mind the fact that
a senior citizen's banking requirements are wholly different and require special
considerations. Axis have introduced Senior Citizen ID card for their Senior Privilege
patrons.
ID card acts as an age proof enabling them to redeem every advantage that they are eligible
for. This card will help them to avail of certain never-before Senior-citizen benefits at various
stores, service providers and installation across the nation.
Apart from provide you with the power to claim great benefits, card also act as emergency
information medium. In case of emergencies, it provides the doctors and authorities with vital
data like their blood group, allergies, illnesses, address and emergency contact details. This
ensures that they are well looked after in any situation, no matter where they are.

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Trust/NGO Savings Account
Axis Bank's Trust Account is an effort to offer thoughtful banking for people who spend their
lives thinking of others. It is a complete banking solution for Trusts, Associations, Societies,
Government Bodies, Section 25 companies and NGOs, so that the organizations can devote
all of their time to their noble motivations.
 Deposits offered by Axis Bank:
Fixed Deposits
Axis Bank offers simple reinvestment Fixed Deposits (at very competitive interest rates),
which can be opened with a minimum investment of Rs 10,000. Customers can make
additions to your deposit in multiples of Rs 1,000 each. The tenure of their deposit must be a
minimum of 6 months.
Recurring Deposits
Axis Bank's Recurring Deposit scheme will allow you with an opportunity to build up your
savings through regular monthly deposits of fixed sum over a fixed period of time.
Features
 Recurring deposits are accepted in equal monthly installments of minimum Rs 1,000 and
above in multiples of Rs 500 thereafter.
 The fixed number of installments for which a depositor can opt are 12, 24, 36, 39, 48, 60, 63,
72, 84, 96, 108 and 120 months.
 Transfer of Accounts - a recurring deposit account can be transferred from one office of the
Bank to another branch.
 The amount of installment once fixed, cannot be changed .
 Installment for any calendar month is to be paid on or before the last working day of the
month. Where there is delay in payment of installment, one can regularise the account by
paying the defaulted installment together with a penalty (at present it is @ PLR plus 4 % for
the period of delay).Fraction of a month will be treated as full month for the purpose of
calculating the penalty.

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Encash 24
The Encash 24 (Flexi Deposit) gives the liquidity of a Savings Account coupled with high
earnings of a Fixed Deposit. This is achieved by creating a Fixed Deposit linked to your
Savings Account providing you the following unique facilities:
 Maximum Returns:
Customer’s money is no longer idle. As soon as the balance in your Savings Account crosses
over Rs 25,000, the excess, in multiples of Rs 10,000 will be transferred automatically to a
higher interest earning Fixed Deposit Account. The maturity of fixed or term deposits formed
as a result of transfer of money from the Savings Bank account will be for a maximum period
of 181 days and the interest will be calculated on simple interest rate basis.
 Maximum Liquidity:
The money parked in Fixed Deposits as a result of the above mentioned sweep out from your
Savings account can be easily accessed by issuing a cheque, withdrawing through ATM etc.
This amount is automatically reverse swept from the most recently formed Fixed Deposit in
units of Rs 5,000 to the Savings account whenever the balance in your Savings account falls
below Rs 25,000. The amount broken form your Fixed Deposit will earn interest rates at the
applicable rate for the period that the deposit was held with the Bank. The remaining amount
of Fixed Deposit will continue to earn the contracted rate of interest.
Tax Saver Fixed Deposit
In the Finance Bill of 2006, the government had announced Tax benefits to Bank Term
Deposits which are of over 5 year tenure u/s 80C of IT Act, 1961 vide Notification Number
203/2006 and SO1220 (E) dated 28/07/2006.
The salient points of the scheme notification are; (a) Fixed tenure without premature
withdrawal. (b) Year is defined as a financial year. (c) Amount limited to Rs. 100 minimum
and Rs. 100,000 maximum. (d) Bank will issue a Fixed Deposit Receipt that shall be the basis
of claiming tax benefit. (e) Term deposit under this scheme cannot be pledged to secure a
loan.

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 Loans Offered by Axis :
 Agri Loan
 Gold Loan
 Cards Offered By Axis bank
Credit Cards
 Platinum Advantage Credit Card
 Platinum Credit Card
 Gold credit card
 Silver credit card
 Corporate Credit Card
 Trust chemists credit card
 Shriram credit card
 eShop cad
 Easy credit card
Debit Cards
 Visa Card
 Titanium Reward
Prepaid Cards
 Travel Currency Card
 Payroll Card
 Corporate Gift Card
 Gift Card
 Rewards Card
 Remittance Card
 Meal Card
 Annuity Card

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 Forex offered by Axis bank
Travel Currency Cards
The Travel Currency Card gives its customers a 24-hour access to money. Withdraw funds in
the local currency from any Visa or Visa Plus ATM's (Automated Teller Machine) as well as
pay for all your purchases in any country you visit, anywhere in the world.
Outward Remittances
Axis Bank offers Outward Remittance facilities enabling its customers to remit money abroad
through reliable and quick transactions.
They can send money abroad for reasons more than one: education, medical purpose, gifting,
and maintenance for loved ones or donation for a cause.
Foreign Currency Travelers Cheques
American Express Traveler's cheques are widely accepted globally as a mode of payment in
many parts of the world. It is always worthwhile taking some of your foreign exchange in
travelers' cheques as it is a great backup to cash and cards.
Foreign Currency Cash
Carrying small amount of local currency or internationally acceptable currency variants in
wallet while travelling overseas is reassuring and convenient - especially to make payments
for the services you may require on your arrival at the destination.
 Investment Services offered by Axis bank
 Gold Investment
 Online trading
 Mutual funds
 Demat Account

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 Insurance Services offered:
 Accident Shield
Axis Bank and TATA AIG General Insurance offer the ‘Accident Sheild ' personal Accident
Insurance cover. A unique policy that offers insurance coverage at premiums that is
extremely competitive and exclusively meant for Axis Bank customers.
 Mediprime
TATA AIG’s Medi Prime Plan for senior citizens protects them and their spouse in case they
need expensive medical care. They get cashless benefit or medical reimbursement for
hospitalization expenses due to illness or accidents.
 Travel Companion
Whether travel for business or pleasure, international travel involves risk. Medical treatment
abroad can be expensive and one never knows when one would require it. Having to spend
for medical bills in foreign currency can be expensive proposition. There are other difficult
situations also, that one might face like loss of passport or baggage. TATA AIG’s Travel
Companion is specially designed to help people deal with such situations while overseas
travel.
 Motor Insurance
Though it is easy to own a vehicle it is expensive maintaining a motor vehicle especially in
case of damage caused to your vehicle due to some unavoidable circumstances or accidents.
TATA AIG’s Motor Vehicle Policy helps in maintaining vehicle in such situation.
 Jewellery Insurance
The only product of its kind in the industry, Jewellery Insurance provides complete security
for gold / jewellery, when it is worn by the policyholder in person or while being carried to
the bank lockers. Absolute security & coverage is given against burglary & fire, in respect of
items kept at home / bank locker. Result: Complete peace of mind.

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Payments services offered by Axis:
 Bill Pay
Axis Bank's Bill Pay service enables you to make secure payments from the comfort of your
home or office. So it’s time to say goodbye to late payment fines, long queues, lost bills, and
commissions paid to local errand boys.
 ECS
It is an electronic clearing system that facilitates paperless credit / debit transaction directly
linked to your account and also provides for a faster method of effecting periodic and
repetitive payments.
Through ECS (Debit), you can pay all your Utility bills (electricity/telephone/Mobile bills,
credit cards, etc), Mutual Fund (SIP), Insurance Premium, Loan Installments, credit card
payments, payments of donations and other bill payments.
 Tax ePayments
In this service, Income / Other Direct Taxes, as well as Central Excise & Service Tax*
through iConnect can be paid from account online and can get on-line acknowledgement of
the payment by way of a Cyber Receipt, including Challan Identification Number (CIN)
immediately after making the payment.
 Direct tax Payment
The Bank is authorized for Collection of Income or Other Direct Taxes on behalf of Central
Board of Direct Taxes (CBDT) w.e.f 1 October, 2003.
 Pension Disbursement
 The Bank is authorized by RBI and Ministry of Defense for disbursement of Pension to
Armed Force (Army, Navy and Air Force) personnel through its 151 authorized branches
across the country.

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Other services offered by axis Bank to its individual customers are:
 MOBILE REFILL : RECHARGE AT THE ATM
An individual can recharge his mobile talk time at any of our ATMs. He doesn’t even have to
be an Axis Bank customer. All his need is a VISA debit or credit card. If he is an Axis Bank
customer, then he can also use his Axis Bank debit card (both VISA as well as Master card).
 LOCKER (Unmatched protection for your valuables)
A Safe Deposit Liker with Axis Bank is the solution to an individual’s concern. Located at
select branches in cities all over the country, our lockers ensure the safe keeping of an
individual’s valuables.
Advantages
 Wide Availability: As on March 31, 2010 lockers are available at 944 branches and extension
counters.
 Lockers available in various sizes.
 Direct debits for locker rentals from your account rid you of the hassle in writing out
cheques.
 Extended banking hours to operate lockers.
 Competitive rentals.
 ONLINE SHOPPING (Safe ans Secure internet Payment)
Axis Bank offers an individual the convenience of shopping at many major Online stores
from the comfort of his home or office. All he need is an Internet enabled PC. He can choose
& then get he items delivered at his doorstep. He can also avail of numerous online services,
get to know about the current special offers/discounts and get a preview of the new items
added on to the shelves by these online retailers/service providers. He can shop as much as he
like and conveniently make instant payments by debiting his account through the secured
payment channel, iConnect – Our Internet banking platform.
 E-Statement
Axis Bank offers the facility of E-Statement. E-Statement are secure and electronic way to
receive statement of accounts from the Bank.

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Axis bank offers Corporate services, like:
1. Exclusive Banking Redefined - Club50 Current Account
At a half yearly average balance of Rs. 50 lacs (Rs. 25 lacs at Semi - Urban / Rural branches),
this premium current account smoothly fulfills your daily banking requirement.
Main Features:
 Dedicate relationship manager
 Lifestyle benefits/ privileges
 Free doorstep banking
 Free RTGS / NEFT Facility
 Cash Management Services
 Free International Business Gold Debit Card
2.Various types of Current Accounts to suit every business requirements like:
The Banks offers a range of current account products to meet the needs of the various
customer segments such as Small Enterprises, Trade, Exproers, Corporate and intuitions
.
 Normal Current Account
 Business Advantage Account
 Business Select Account
 Business Classic Account
 Business Privilege Account
 Channel One Account
 Club 50 Current Account
These products offer flexibility to customers to choose from the above option with varying
minimum average quarterly balance commitments and charges structure. In addition to
conventional banking facilities, these accounts offer Multi-City at Par payable cheque – book
facility and anywhere banking facility across offer Multi – city At Par payable cheque – book
facility and any where banking facility across braches. Customers can access their account

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Online through Corporate iConnect, Axis Bank’s Internet banking platform as also through
Tele-Banking facility and can receive account balance information on mobile telephones and
electronic mail. Customers are subject to transaction charges including charges for non-
maintenance of the committed balances. Axis Bank brings different kinds of current accounts
for different types of businesses select the one that best suits an individual’s business
requirements. Axis Bank’s Current Account came equipped with the following features to
give maximum value for an individual’s money.
Features
Anywhere Banking
Axis Bank’s Current Account allows an individual to bank from all Axis Bank’s
branches and Extension counters. An individual can deposit cash, withdraw cash, deposit
cheque, and issue ‘at-par’ cheques at any of Axis Bank’s branches. So bank at an individual’s
own Convenience.
Instant Fund Transfer
An individual can transfer funds instantly between any of Axis Bank’s branches.
Funds transfers can be affected online, right from an individual’s through Axis Bank’s
internet banking services.
Internet Banking
Axis Bank presents corporate iConnect – a unique net Banking platform for the
current account customers. Available with multiply user IDs, depending on an individual’s
needs. Access an individual’s account at any time form anywhere. An individual can transfer
funds to his own accounts or to third party accounts within Axis Bank & Inter Bank covering
over 25,000 branches of various banks. Corporate iConnect also permits transaction initiation
by one user and approval by another. An individual can also excuse bulk payments like salary
and commission across Axis Bank network right form his desktop.
At-Par (Multicity) Chequebook
Enjoy the benefits of Multicity Chequebook with Axis Bank’s current Accounts. An
individual cans issue cheques payable at par at all Axis Bank’s branches across the country.
An individual’s cheques will be treated as local cheques at more than 375 locations as on
January 31, 2008.

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ATM or Debit Card
With every Current Account (For proprietary and partnership concerns), An individual can
avail up to 2 ATM cum Debit cards, which allow an individual round the clock access to his
account from any of all Axis Bank’s ATMs all over the country. An individual can withdraw
up to Rs 40,000 a day.
Free Monthly Account Statement
By courier and daily on email.
Mobile Banking
Mobile Banking will enable an individual to bank with Axis Bank through his mobile
phone irrespective of where an individual are.
 Fast track loans for SMEs
 Wide range of products for the SME segment
 Organized payment and collection solutions
 Online tax payment or through vast branch network
 Mobile Banking services available for Current Account
Credit Services by Axis bank:
 To large Corporate
 To Agri Business:
 For SME unites
 Microfinance
Besides these services, Axis bank provides services in the areas like:
 Capital Market
 Treasury
 Cash management services

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 Govt. business
Other SERVICES:
ATM
The bank has approximately 12000 ATMs as on 31.03.2013. This includes all Axis
Bank’s onsite and off-site ATMs. All Axis Bank’s ATMs are connected to Axis Bank’s Base
24 ATM switch, which in turn interacts with Axis Bank’s centralized core banking software
for transaction processing.
The Bank through its ATMs offers the following services “
Banking Services:
 Cash Withdrawal, with real time debit to customer’s account
 Cash & Cheques Deposit
 Balance Inquiry
 PIN Charge
Other Services:
 Mobile Airtime Refill for Hutch, Airtel, Idea, BPL, Cellular, RIM, Tata Tele
 Facility for Non UTI bank VISA card holders to refill their prepaid phones.
 Life Insurance Corporation Premium Payment
 Bill Payment e.g.: BSNL, MTNL
 Funds Transfer (within own accounts)
 Online Donations to Trusts & NGOs
 Purchase and redemption of UTI Mutual Fund Schemes through the ATM

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Strategic Tie-ups for ATM
We have also tied up with Western Railway (Mumbai), Central Railways (Mumbai)
Pantaloons, HPCL, and BPCL for setting up ATMs at their locations.
Almost all costs related to setting up and maintenance of an ATM network is fixed.
Thus, the challenge for the Bank has been to migrate customers to this channel and develop
new streams of revenues from this channel, in order to make the channel viable. The Bank
has achieved tremendous success in this regard. We have been able to migrate about 90% of
all cash disbursement transactions to Axis Bank’s ATMs.
To generate direct revenue from the ATM Channel, the bank has adopted 2
strategies:
 ATM Sharing with other banks
 New functionalities such as mobile airtime refill, bill payment & mutual fund sales through
which Axis Bank’s bank earns a commission.
The Bank has also set up ATM galleries at 3 location. Each of the Gallery has 2
ATMs for the convenience of the customers, information kiosk, a card operated touch-screen
internet kiosk, though which the customers can access their iConnect accounts with bank and
perform their banking transactions such as funds transfer, bill payment, balance inquiry, etc.
A bill payment kiosk has also been set up at this gallery.
The ATM Channel for the bank has been a major customer acquisition tool,
increasingly the channel is being seen as a customer servicing tool and all the new value
added services are part of that initiative.

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INTERNET BANKING
Since April 2000, the Internet Banking channel has grown fast to com pelmet the
branch and ATM network. As of March 2006, there are around 20 lakh users of internet
banking, which amounts to more than 50% of Axis Bank’s retail banking savings accounts
customers. Apart from routine functional like balance and transactions lookup, we also
provide a number of value – added services on the internet banking platform. A bride
description of each product is given below:
Bill Payment
The bill payment series on the internet can be classified into three categories:
 Presentment of EBPP (Electronic Bill Presentment and Payment).- Under this type of bill
payment, the customer needs to register for each bill. Once registered, the biller will sent an
electronic version of the bill for acceptance and payment.
 Direct Payment. - Under this type of bill payment, no bill presentment happens. The
customer is free to select the biller and pay accordingly to his convenience.
 Payee: This a variation of direct payment method with the customer creating his own biller
for example, payment of rent to landlord. The landlord’s account details would typically be
entered and payment made on a recurring basis.
Shopping
A customer with Internet banking access can buy from merchants registered with us
and pay through the direct debit facility on Axis Bank’s website.
MOBILE BANKING
Mobile banking was launched by the bank in October 2004, within the last one and a
half year; the customer base has grown to over five lacs subscribers as of April 2006.
Axis Bank Offers the Automatic Alerts service in mobile banking:
A subscriber is alerted through SMS on the activities in his account with automatic
alerts for every debit in his account of more than Rs. 5,000. Also if the customer is registered
for bill payments, he receives an alert as soon as a bill is presented by the biller for payment.
Benefits
Safety: Be alerted on any transaction above Rs. 5,000 in an individual’s account so that
action can be initiated promptly in case of any misuse of the account.
Convenience. Know the status of the account from wherever an individual are.

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MAJOR COMPITITOR OF AXIS BANK
HDFC BANK
HISTORY:
The Housing Development Finance Corporation Limited (HDFC) was amongst the first to
receive an 'in principle' approval from the Reserve Bank of India (RBI) to set up a bank in the
private sector, as part of the RBI's liberalization of the Indian Banking Industry in 1994. The
bank was incorporated in August 1994 in the name of 'HDFC Bank Limited', with its
registered office in Mumbai, India. HDFC Bank commenced operations as a Scheduled
Commercial Bank in January 1995.
BUSINESS SUMMARY:
HDFC Bank Limited offers a range of commercial and transactional banking services, and
treasury products to wholesale and retail customers. It operates in three segments:
 Retail Banking,
 Wholesale Banking,
 Treasury Services.
WHOLE SALE BANKING SERVICES:
The Bank's target market ranges from large, blue-chip manufacturing companies in the Indian
corporate to small & mid-sized corporate and agri-based businesses. For these customers, the
Bank provides a wide range of commercial and transactional banking services, including
 Working capital finance,
 Trade services,
 Transactional services,
 Cash management,

37
RETAIL BANKING SERVICES:
The objective of the Retail Bank is to provide its target market customers a full range of
financial products and banking services, giving the customer a one-stop window for all
his/her banking requirements. The products are backed by world-class service and delivered
to the customers through the growing branch network, as well as through alternative delivery
channels like
 ATMs,
 Phone Banking,
 Net Banking
 Mobile Banking.
TREASURY:
Within this business, the bank has three main product areas –
 Foreign Exchange and Derivatives,
 Local Currency Money Market & Debt Securities,
 Equities.
With the liberalization of the financial markets in India, corporate need more sophisticated
risk management information, advice and product structures. These and fine pricing on
various treasury products are provided through the bank's Treasury team. To comply with
statutory reserve requirements, the bank is required to hold 25% of its deposits in government
securities. The Treasury business is responsible for managing the returns and market risk on
this investment portfolio.

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ICICI BANK History
HISTORY:
ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian financial
institution, and was its wholly-owned subsidiary. ICICI's shareholding in ICICI Bank was
reduced to 46% through a public offering of shares in India in fiscal 1998, an equity offering
in the form of ADRs listed on the NYSE in fiscal 2000, ICICI Bank's acquisition of Bank of
Madura Limited in an all-stock amalgamation in fiscal 2001, and secondary market sales by
ICICI to institutional investors in fiscal 2001 and fiscal 2002. ICICI was formed in 1955 at
the initiative of the World Bank, the Government of India and representatives of Indian
industry. The principal objective was to create a development financial institution for
providing medium-term and long-term project financing to Indian businesses. In the 1990s,
ICICI transformed its business from a development financial institution offering only project
finance to a diversified financial services group offering a wide variety of products and
services, both directly and through a number of subsidiaries and affiliates like ICICI Bank. In
1999, ICICI become the first Indian company and the first bank or financial institution from
non-Japan Asia to be listed on the NYSE.
After consideration of various corporate structuring alternatives in the context of the
emerging competitive scenario in the Indian banking industry, and the move towards
universal banking, the managements of ICICI and ICICI Bank formed the view that the
merger of ICICI with ICICI Bank would be the optimal strategic alternative for both entities,
and would create the optimal legal structure for the ICICI group's universal banking strategy.
The merger would enhance value for ICICI shareholders through the merged entity's access
to low-cost deposits, greater opportunities for earning fee-based income and the ability to
participate in the payments system and provide transaction-banking services. The merger
would enhance value for ICICI Bank shareholders through a large capital base and scale of
operations, seamless access to ICICI's strong corporate relationships built up over five
decades, entry into new business segments, higher market share in various business segments,
particularly fee-based services, and access to the vast talent pool of ICICI and its subsidiaries.
In October 2001, the Boards of Directors of ICICI and ICICI Bank approved the merger of
ICICI and two of its wholly-owned retail finance subsidiaries, ICICI Personal Financial
Services Limited and ICICI Capital Services Limited, with ICICI Bank. The merger was
approved by shareholders of ICICI and ICICI Bank in January 2002, by the High Court of

39
Gujarat at Ahmedabad in March 2002, and by the High Court of Judicature at Mumbai and
the Reserve Bank of India in April 2002. Consequent to the merger, the ICICI group's
financing and banking operations, both wholesale and retail, have been integrated in a single
entity.
BUSINESS SUMMARY
ICICI Bank is India's second-largest bank with total assets of Rs. 3,446.58 billion (US$ 79
billion) at March 31, 2007 and profit after tax of Rs. 31.10 billion for fiscal 2007. ICICI Bank
is the most valuable bank in India in terms of market capitalization and is ranked third
amongst all the companies listed on the Indian stock exchanges in terms of free float market
capitalization*. The Bank has a network of about 950 branches and 3,300 ATMs in India and
presence in 17 countries. ICICI Bank offers a wide range of banking products and financial
services to corporate and retail customers through a variety of delivery channels and through
its specialized subsidiaries and affiliates in the areas of investment banking, life and non-life
insurance, venture capital and asset management. The Bank currently has subsidiaries in the
United Kingdom, Russia and Canada, branches in Singapore, Bahrain, Hong Kong, Sri Lanka
and Dubai International Finance Centre and representative offices in the United States,
United Arab Emirates, China, South Africa, Bangladesh, Thailand, Malaysia and Indonesia.
Our UK subsidiary has established a branch in Belgium.
SERVICES PROVIDED:
PERSONAL
BANKING: NRI BANKING: BUSINESS BANKING:
Deposits Money Transfer Corporate Net Banking
Loans Bank Accounts Cash Management
Investments Property Solutions Trade Services
Cards Insurance FX Online
Insurance Loans SME Services
Demat Services Online Taxes
Online Services Custodial Services
Property Services

40
SBI
HISTORY:
The origin of the State Bank of India goes back to the first decade of the nineteenth century
with the establishment of the Bank of Calcutta in Calcutta on 2 June 1806. Three years later
the bank received its charter and was re-designed as the Bank of Bengal (2 January 1809). A
unique institution, it was the first joint-stock bank of British India sponsored by the
Government of Bengal. The Bank of Bombay (15 April 1840) and the Bank of Madras (1
July 1843) followed the Bank of Bengal. These three banks remained at the apex of modern
banking in India till their amalgamation as the Imperial Bank of India on 27 January 1921.
Primarily Anglo-Indian creations, the three presidency banks came into existence either as a
result of the compulsions of imperial finance or by the felt needs of local European
commerce and were not imposed from outside in an arbitrary manner to modernise India's
economy. Their evolution was, however, shaped by ideas culled from similar developments
in Europe and England, and was influenced by changes occurring in the structure of both the
local trading environment and those in the relations of the Indian economy to the economy of
Europe and the global economic framework.
BUSINESS SUMMARY:
The business of the banks was initially confined to discounting of bills of exchange or other
negotiable private securities, keeping cash accounts and receiving deposits and issuing and
circulating cash notes. Loans were restricted to Rs.one lakh and the period of accommodation
confined to three months only. The security for such loans was public securities, commonly
called Company's Paper, bullion, treasure, plate, jewels, or goods 'not of a perishable nature'
and no interest could be charged beyond a rate of twelve per cent. Loans against goods like
opium, indigo, salt woolens, cotton, cotton piece goods, mule twist and silk goods were also
granted but such finance by way of cash credits gained momentum only from the third decade
of the nineteenth century. All commodities, including tea, sugar and jute, which began to be
financed later, were either pledged or hypothecated to the bank. Demand promissory notes
were signed by the borrower in favor of the guarantor, which was in turn endorsed to the

41
bank. Lending against shares of the banks or on the mortgage of houses, land or other real
property was, however, forbidden.
Indians were the principal borrowers against deposit of Company's paper, while the business
of discounts on private as well as salary bills was almost the exclusive monopoly of
individuals Europeans and their partnership firms. But the main function of the three banks,
as far as the government was concerned, was to help the latter raise loans from time to time
and also provide a degree of stability to the prices of government securities.
SERVICES PROVIDED:
 PERSONAL BANKING:
 AGRICULTURAL BANKING
 CORPORATE BANKING
 NRI BANKING

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What Is Mean By Perception ?
Meaning of Customer PERCEPTION:
Introduction:
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 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-

43
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.
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 perception is that why do
different people have different views for same activity. So this is only being able to answer
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.

44
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 color may affect the color
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.

46
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.

47
Perception is based on:
 Genes
 Personality
 Culture
 Experience
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.

48
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.
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, color, 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
colorful than usual.

49
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 Factor
 Internal factor
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.
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,

50
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 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.

51
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

52
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.
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.

53
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.
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.

54
RESEARCH 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-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

55
STEPS:
Objective of Study
Research Design
Sample Design
Data Collection
Data Analysis
Report of findings

56
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.
6. To know market Potential of Axis Bank in Hinganghat.

57
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.
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.

58
SAMPLE DESIGN:
The population considered for the purpose of the survey was people residing in Hinganghat.
UNIVERSE: HINGANGHAT (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.
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.
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.

59
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.

60
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.
45%
10%
35%
10% < 29
30-39
40-49
> 50

61
Q2.WHICH OCCUPATION DO YOU BELONG ?
OCCPATION SERVICE BUSINESS STUDENT OTHERS
% OF
RESPODENTS
44 28 8 20
Inference:
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.
45%
10%
35%
10%

62
Q3.HOW MUCH OF YOUR GROSS INCOME GOES FOR INVESTMENT?
Inference:
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.
0-10% 10%-20% 20%-30% 30%-above
16 19
11
4
Series 1
Series 1

63
Q 4: - IN WHICH BANK OR ANY OTHER FINANCIAL INSTITUTE DOES YOUR
BANKING AND INVESTMENT WITH?
Inference:- This reveals that people do banking with SBI Bank as compare to other banks.
12%
33%
8%
47%
institution
Axis
SBI
ICICI
Others nationalize bank

64
Q5.ARE YOU SATISFIED WITH THE SERVICES YOUR BANK IS
PROVIDING?
Inference:
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.
YES NO
42
8
Series 1
Series 1

65
6. WHICH OF THE FOLLOWING ATTRIBUTES COMPELLED YOU MOST
OPEN SAVING ACCOUNT IN ANY BANK?
Inference:
This pie chart shows that ATM facility motivates customers for opening an account in any
bank. Cheque book facility also has been attracting point for opening an account to
customers.
37%
17%
15%
21%
10%
People Like To Open an A/c
ATM
CHEQUE BOOK
Internet Banking
working Hour
Value added Services

66
7:-WHICH TYPE OF SERVICE PREFERS THE MOST BY YOU?
Inference:
The pie chart shows that 50% Customers prefer ATM service, 20% customers prefer net
banking, 15% customers prefer core banking, 10% customers prefer Retail banking and other
5% customers prefer mobile banking service.
50%
20%
15%
5%
10%
services prefermost by customer
ATM
Net Banking
Core Banking
Mobile Banking
Retail Banking

67
8:-WHICH OF FOLLOWING BANKS DO YOU HAVE ACCOUNT
Inference:
This bar graph shows that among 50 customers sample 20 customer have their accounts in
State Bank Of India, 11 customers have their accounts in Axis Bank, 8 customers have
ICICI,6 customers have HDFC and rest 5 have other banks account.
20
11
8
6
5
SBI Axis Bank ICICI Hdfc Others
CustomerHaving Bank A/C
Customer Having Bank A/C

68
9:-WHAT TYPE OF ACCOUNT DO YOU HAVE IN BANK?
Inference:
This bar graph shows that most of the 22 customer have sving accounts, 12 customers have
current account, 9 customers have fixed deposites and rest 8 customers have other accounts.
22
12
09 8
Saving Current Fixed Deposit Others
CustomerHaving A/C
Customer Having A/C

69
10:-HOW DO YOU COME TO KNOW ABOUT THESE SERVICES?
Inference:
This pie chart shows that 36% customer know bank sevices through advertisement, 29%
customers knows from their friends and relatives,21% customers know banking services
through selling agents and rest 14% knows from other sources.
Advertisement
36%
Friends &
Relative
29%
Selling agent
21%
Others
14%
Awareness

70
11:-WHAT THE PEOPLE THINK ABOUT THE BANKS?
Inference:
This pie chart shows that, 49% customers thinks about security for their assest from the bank
33% customers thinks banks for saving pupose,7% thinks about bank for imposition of a
burden of expences.
49%
33%
7%
11%
People Think About Bank
Security
Saving
Imposition of a burden of expenses
Others

71
12-WHAT A RESPONDENT SEE IN PURCHASE OF NEW PLAN FROM BANKS?
Inference:
This pie chart shows that 38% customers thinks about services given by the company while
purchasing new plan, 33% customers thinks about standing and goodwill of company,16%
customer see the advertisement by the company
Services being given
by the company
38%
Product range of the
company
11%
Standing and
goodwill of the
company
33%
Advertisement
being released by
the company
16%
Peope See In Perchasing New Plan

72
13:-IS AXIS BANK PROVIDES BETTER FACILITIES THAN SBI, ICICI & HDFC
BANK?
Inference:
This pie chart shows that 50% customers thinks that axis bank provides better services than
other banks, 33% customers thinks that axis bank do not provides better services than other
banks and rest 17% customers can’t say for giving better services by axis bank.
50%
33%
17%
Services
Yes No Can`t Say

73
14:-HOW WOULD YOU RATE PRODUCT OFFERED AXIS BANK THAN OTHER?
Very Good Good Moderate Less Poor
Rating 5 4 3 2 1
Inference:
34% customers given 5 rating as very good for product range of axis bank, 28 % given 4
rating as good product range, 17% given 3 rating as moderate product range, 13% given 2
rating for less product range and 8% customers given 1 for poor product range.
34%
28%
17%
13%
8%
ProductRange
Very Good Good Moderate Less Poor

74
15:-HOW WOULD YOU RATE SERVICES OFFERED BY AXIS BANK?
Inference:
This pie chart shows that 12% customers are extremely satisfied by axis bank’s services, 34%
customers are satisfied with axis bank’s services, 20% customers are moderate satisfied with
axis bank’s services, 26% customers are not satisfied with axis bank’s services and rest 8%
are extremely dissatisfied with axis bank’s services.
Extremely
Satisfaction
12%
Satisfaction
34%
Moderate
20%
Dissatisfaction
26%
Extremely
Dissatisfaction
8%
Satisfaction

75
SWOT ANALYSIS:
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 12000 ATMs, which have been
placed very well in different parts of the country at prominent places.
 AXIS Bank has a very good network of 2000 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.
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.

76
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
 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.

77
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.
 The officials try to make best relation with the customers.
 The marketing strategy of the bank is very attractive.
 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. These age groups prefer to explore the leading private players including AXIS Bank.
 In Hinganghat, only AXIS Bank is providing the facility of deposit through ATM machines.
 But still people mostly prefer SBI BANK in HINGANGHAT.
 In HINGANGHAT, there is only two ATM machines of AXIS Bank, that’s why people does
not prefer AXIS Bank.

78
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.
 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.
 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.

79
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.
 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 recommend that though the customers are
satisfied with the services provided by AXIS BANK. There is a vast scope of improvement in
the level of satisfaction .This 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 34 % 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.

80
BIBLIOGRAPHY:
Books:-
Literature provided by the bank
Research methodology methods and techniques (C.R Kothari)
Websites:-
www.banknet India.com
www.axisbank.com
Google.com
Wikipedia.org
PERSONNEL
(1)MR. SWAPNIL GOTE (Branch Manager)
(2)MR.DNYANESHWAR PATKAR (Sales Manager)
(3)MR.GANESH NAIK (Opération Head)
(4)Miss. BHAVNA PALIWAR and the whole Banks staff

81
ANNEXURE
QUESTIONNAIRE;
Dear SIR/MADAM, I am conducting survey on AXIS BANK. I shall be very thankful to
give your valuable time to me for answering my questions.
Name: _____________________________________
Add: ________________________________________
Contact no: ____________________________________
Gender Male Female
Income: ≤ 1 laces 1—3 laces 3—5 laces 5—7 laces
1:- In which age group do you belong?
(a) <29 (b) 30-39
(c) 40-49 (d) > 50
2:- Which occupation do you belong?
(a) Service (b) Business
(c) Student (d) Others
3 :- WHICH OF THE FOLLOWING ATTRIBUTES COMPELLED YOU MOST TO
OPEN SAVING ACCOUNT IN ANY BANK?
(a) ATM cum DEBIT Cards
(b) Cheque Book
(c) Internet Banking/ Phone Banking
(D) Working Hours (e) Value Added Services

161332798 final-g project-report

161332798 final-g project-report

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