SUMMER INTERNSHIP

1. AMITY GLOBAL BUSINESS SCHOOL
Submitted in partial fulfillment
of the requirement
for the award of the degree of
Master of Business Administration
In
Human Resource & Marketing.
PROJECT REPORT
ON
“Effectiveness of advertisement tools used by
Jammu & Kashmir bank”
Submitted by:
Mr. Salien Showkat Malik
A3010151165
MBA (2015-17)

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A SUMMER TRAINING PROJECT REPORT ON
“Effectiveness of advertisement tools used by Jammu & Kashmir bank”
At
MARKETING DIVISION SANGARMAAL
In the partial fulfillment of the requirement for the award of
“Master of Business Administration”
(2015-17)
Under the guidance of : Industry Guide:
Mrs.Rina Pandey Mr. Zafar Khan
(Faculty Guide) Marketing Head
Amity Global Business School J&K Bank.
( Noida)

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DECLARATION
I, Salien Showkat Malik hereby declare that the
information presented in this report is correct to the best
of my knowledge and the analysis is as per the norms
and guidelines provided for the report. I have utilized
the requisite concepts and applied the required
methodologies to analyze the primary data collected to
reach the conclusion present in the report.
I claim the report to be my indigenous work and has not
been presented anywhere for any purpose, what-so-
ever.
_________________
SalienShowkat Malik
M.B.A (2015-17)

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CERTIFICATE
It is certified that the project entitled,
“Effectiveness of advertisementtools used by Jammu
& Kashmir bank” was completed by Mr.Salien
Showkat Malik under my guidance during the period
w.e.f .17th
may to 17st
July 2016.The same is here by
approved.
Mrs. Rina Pandey
(Assistant professor)
AGBS, NOIDA

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ACKNOWLEDGEMENT
I take this responsibility to express my profound and sincere gratitude
to Amity Global Business School, Noida for providing me with the
opportunity to explore the corridors of the corporate world and gather
invaluable knowledge and practical experience via the Summer
Internship Project.
I take the privilege of offering a deep sense of gratitude to
Mr. Zafar Khan (Marketing Head) J&K BANK, for providing me
his able guidance and inspiration which has been a constant source of
knowledge and motivation for me to complete the Summer Training
Report.
I also owe a sense of gratitude to my project mentor Professor Mrs.
Rina Pandey who guided me throughout my summer training and
provided structured guidelines to work and progress.
Above all no words can express my gratitude to my parents and
friends who supported me through thick and thin difficulties faced by
me during the preparation of my project.
Last but not the least I would like to thank all the employees of J&K
BANK. for their valuable suggestions and constant encouragement.
SALIEN SHOWKAT MALIK

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Table of Contents
SL.No. PARTICULARS PAGE
NO.
1
INTRODUCTION 4-15
2
PROFILE OF THE COMPANY
16-22
3
ADVERTISEMENT 23-36
4
RESEARCH METHODOLOGY
37-41
5
OBJECTIVES & LIMITATIONS OFTHE STUDY
42-44
6
DATA ANALYSIS AND INTERPRETATION 45-57
7 SUGGESTIONS AND RECOMMENDATION
58-60
8
BIBLIOGRAPHY
61-62

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9
ANNEXURE
63-67
CHAPTER 1
INTRODUCTION

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ECONOMY DEFINED
An economy consists of the economic system in a certain region, comprising the
production, distribution or trade, and consumption of goods and services in that region or
country. An economy is the total aggregate sum of all transactions of value between two
agents, such as one individual to other individual, or between groups of individual
activity, such as in organizations to other organizations, and between one nation and
another nation. Transactions only occur when both parties agree to the value, commonly
expressed in some currency, or price. Then and only then is the sale of good or service
acted on in the transaction. An economy represents the diverse activity of all agents
engaged in the production of valuable goods and services for other agents in the
economy.
In the past, economic activity was theorized to be bounded by natural resources, labor,
and capital. This view ignores the value of technology (automation, accelerator of
process, reduction of cost functions), and creativity (new products, services, processes,
new markets, expanding markets, diversification of markets, niche markets, increased
revenue functions), especially that which produces intellectual property.
ROLE OF BANKS IN AN ECONOMY
Banks, in an economy, act as a bridge between those with capital surpluses and those
with capital deficit. They channelize the funds from the loci of capital surpluses to the
loci of capital deficits to facilitate the overall growth of the economy. Banks over the
years , have become a significant aspect of an economy. With the ongoing financial
depression, the position of banks have become all the more important in the course of
working of the money market and hence the economy of a nation. The banking sector
forming a portion of the financial sector primarily works as a financial intermediary

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generating money supply. From the different macro-economic models , banks have been
found to be a part of the supply side of the economy . However, over time banks have
transformed from merely money generating organizations to a multi tasking entity.
THE INDIAN ECONOMY
The economy of India is the tenth-largest in the world by nominal GDP and the third-
largest by purchasing power parity (PPP). The country is one of the G-20 major
economies and a member of BRICS. On a per-capita-income basis, India ranked 141st by
nominal GDP and 130th by GDP (PPP) in 2012, according to the IMF. India is the 19th-
largest exporter and the 10th-largest importer in the world. Economic growth rate slowed
to around 5.0% for the 2012–13 fiscal year compared with 6.2% in the previous fiscal. It
is to be noted that India's GDP grew by an astounding 9.3% in 2010–11. Thus, the growth
rate has nearly halved in just three years. The independence-era Indian economy (from
1947 to 1991) was based on a mixed economy combining features of capitalism and
socialism, resulting in an inward-looking, interventionist policies and import-substituting
economy that failed to take advantage of the post-war expansion of trade. This model
contributed to widespread inefficiencies and corruption, and the failings of this system
were due largely to its poor implementation. In 1991, India adopted liberal and free-
market principles and liberalized its economy to international trade under the guidance of
Manmohan Singh, finance minister from 30 November 2009 to 24 January 2010, and
previously under the leadership of P.V. Narasimha Rao, prime minister from 1991 to
1996, who had eliminated License Raj, a pre- and post-British era mechanism of strict
government controls on setting up new industry. Following these major economic
reforms, and a strong focus on developing national infrastructure such as the Golden
Quadrilateral project by Atal Bihari Vajpayee, prime minister, the country's economic
growth progressed at a rapid pace, with relatively large increases in per-capita incomes.
ROLE OF BANKS IN INDIAN ECONOMY
Banks play an important role in development of Indian economy. After liberalization, the banking
industry under went major changes. The economic reforms totally have changed the banking
sector. RBI permitted new banks to be started in the private sector as per the recommendation of
Narasimha committee. The Indian banking industry was dominated by public sector banks. But

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now the situations have changed. New generation banks with the use of technology and
professional management have gained a reasonable position in the banking industry.
Industrial background
A bank is a financial institution that accepts deposits and channels those deposits into
lending activities. Banks primarily provide financial services to customers while
enriching investors. The invention of banking preceded that of coinage. Banking
originated in Ancient Mesopotamia where the royal palaces and temples provided secure
places for the safe-keeping of grain and other commodities. Receipts came to be used for
transfers not only to the original depositors but also to third parties. Eventually private
houses in Mesopotamia also got involved in these banking operations and laws regulating
them were included in the code of Hammurabi.
Banking in India originated in the first decade of 18th century with the General Bank of India
coming into existence in 1786. This was followed by Bank of Hindustan. Both these banks
are now defunct. The oldest bank in existence in India is the State Bank of India being
established as "The Bank of Bengal" in Calcutta in June 1806. A couple of decades later,
foreign banks like Credit Lyonnais started their Calcutta operations in the 1850s. At that
point of time, Calcutta was the most active trading port, mainly due to the trade of the British
Empire, and due to which banking activity took roots there and prospered. The first fully
Indian owned bank was the Allahabad Bank, which was established in 1865. By the 1900s,
the market expanded with the establishment of banks such as Punjab National Bank, in 1895
in Lahore and Bank of India, in 1906, in Mumbai - both of which were founded under private
ownership. The Reserve Bank of India formally took on the responsibility of regulating the
Indian banking sector from 1935. After India's independence in 1947, the Reserve Bank was
nationalized and given broader powers.

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Nationalization:-
By the 1960s, the Indian banking industry has become an important tool to facilitate the
development of the Indian economy. At the same time, it has emerged as a large employer,
and a debate has ensued about the possibility to nationalize the banking industry. Indira
Gandhi, the-then Prime Minister of India expressed the intention of the GOI in the annual
conference of the All India Congress Meeting in a paper entitled "Stray thoughts on Bank
Nationalization”. The paper was received with positive enthusiasm. Thereafter, her move
was swift and sudden, and the GOI issued an ordinance and nationalized the 14 largest
commercial banks with effect from the midnight of July 19, 1969. A second dose of
nationalization of 6 more commercial banks followed in 1980. The stated reason for the
nationalization was to give the government more control of credit delivery. With the second
dose of nationalization, the GOI controlled around 91% of the banking business of India.
After this, until the 1990s, the nationalized banks grew at a pace of around 4%, closer to the
average growth rate of the Indian economy.
Liberalization:-
In the early 1990s, the Narsimha Rao government embarked on a policy of liberalization and
gave licenses to a small number of private banks, which came to be known as New
Generation tech-savvy banks, which included banks such as Global Trust Bank (the first of
such new generation banks to be set up) which later amalgamated with Oriental Bank of
Commerce, UTI Bank(now re-named as Axis Bank), ICICI Bank. This move, along with the
rapid growth in the economy of India, kick-started the banking sector in India, which has
seen rapid growth with strong contribution from all the three sectors of banks, namely
government banks, private banks and foreign banks. The next stage for the Indian banking
has been setup with the proposed relaxation in the norms for Foreign Direct Investment,
where all Foreign Investors in banks may be given voting rights which could exceed the
present cap of 10%, at present it has gone up to 49% with some restrictions. The new policy
shook the Banking sector in India completely. Bankers, till this time, were used to the 4-6-4

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method (Borrow at 4%; Lend at 6%; Go home at 4%) of functioning. The new wave ushered
in a modern outlook and tech-savvy methods of working for traditional banks. All this led to
the retail boom in India. People not just demanded more from their banks but also received
more.
Current situation:-
Currently (2012), banking in India is generally fairly mature in terms of supply, product
range and reach-even though reach in rural India still remains a challenge for the private
sector and foreign banks. In terms of quality of assets and capital adequacy, Indian banks are
considered to have clean, strong and transparent balance sheets relative to other banks in
comparable economies in its region. The Reserve Bank of India is an autonomous body, with
minimal pressure from the government. The stated policy of the Bank on the Indian Rupee is
to manage volatility but without any fixed exchange rate-and this has mostly been true.
With the growth in the Indian economy expected to be strong for quite some time-especially
in its services sector-the demand for banking services, especially retail banking, mortgages
and investment services are expected to be strong. One may also expect as, takeovers, and
asset sales. Currently, India has 88 scheduled commercial banks (SCBs) - 28 public sector
banks (that is with the Government of India holding a stake), 29 private banks (these do not
have government stake; they may be publicly listed and traded on stock exchanges) and 31
foreign banks. They have a combined network of over 53,000 branches and 17,000 ATMs.
According to a report by ICRA Limited, a rating agency, the public sector banks hold over 75
percent of total assets of the banking industry, with the private and foreign banks holding
18.2% and 6.5% respectively.

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PUBLIC SECTOR BANKS IN INDIA
 Allahabad bank
 Andra bank
 Bank of Baroda
 Bank of India
 Bank of Maharashtra
 Canara bank
 Central bank of India
 Corporation bank
 Dena bank
 Indian overseas bank
 Punjab national bank
 Vijaya bank
 Syndicate Bank
 UCO bank
 Union bank of India
 IDBI bank limited
 Indian bank
 Oriental bank of commerce
 Punjab and Sindh bank
 United bank of India
 SBI Bank

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List of private banks in India
1 Axis Bank(UTI)
2 Karnataka bank
3 Catholic Syrian Bank
4 City Union Bank
5 Development Credit Bank
6 Dhanalakshmi Bank
7 Federal Bank
8 HDFC Bank
9 ICICI Bank
10 IndusInd Bank
11 ING Vysya Bank
12 Jammu & Kashmir Bank
13 Bank of Rajasthan
14 Karur Vysya Bank
15 Kotak Mahindra Bank
16 Lakshmi Vilas Bank
17 Nainital Bank
18 Ratnakar Bank
19 SBI Comm. & Intl. Bank
20 South Indian Bank
21 Tamilnad Mercantile Bank
22 Yes Bank

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List of foreign bank in India:
1 AB Bank Ltd.
2 The Royal Bank of Scotland N.V.
3 Abu Dhabi Commercial Bank Ltd.
4 American Express Banking Corporation
5 Antwerp Diamond Bank N.V.
6 Bank International Indonesia
7 Bank of America
8 Bank of Bahrain & Kuwait BSC
9 Bank of Ceylon
10 Bank of Nova Scotia
11 Barclays Bank Plc.
12 BNP Paribas
13 Credit Agricole Corporate & Investment Bank
14 Chinatrust Commercial Bank
15 Citibank N.A.
16 DBS Bank Ltd.
17 Deutsche Bank
18 HSBC Ltd
19 J.P. Morgan Chase Bank N.A.
20 JSC VTB Bank
21 Krung Thai Bank Public Co. Ltd.
22 Mashreq Bank PSC
23 Mizuho Corporate Bank Ltd.

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24 Oman International Bank SAOG
25 Shinhan Bank
26 Societe Generale
27 Sonali Bank Ltd.
28 Standard Chartered Bank
29 State Bank of Mauritius
30 The Bank of Tokyo- Mitsubishi UFJ Ltd.
31 UBS AG
32 FirstRand Bank Ltd
33 United Overseas Bank Ltd
34 Commonwealth Bank of Australia
35 Sberbank
36 Credit Suisse A.G
37 Australia and New Zealand Banking Group Ltd.
38 Rabobank International
39 Industrial & Commercial Bank of China Ltd.
40 Woori Bank
41 National Australia Bank
42 Westpac Banking Corporation
43 Sumitomo Mitsui Banking Corporation
RBI as a Regulatory Body
The central bank of the country is the Reserve Bank of India (RBI). It was established
in April 1935 and was nationalized in the year 1949. The Bank was constituted for the need
of following:
 To regulate the issue of banknotes.
 To maintain reserves with a view to securing monetary stability.
 To operate the credit and currency system of the country to its advantage.
Functions of Reserve Bank of India: -

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The Reserve Bank of India Act of 1934 entrust all the important functions of a central bank
the Reserve Bank of India.
Bank of Issue: -
Under Section 22 of the Reserve Bank of India Act, the Bank has the sole right to issue bank
notes of all denominations. The distribution of one rupee notes and coins and small coins all
over the country is undertaken by the Reserve Bank as agent of the Government. The Reserve
Bank has a separate Issue Department, which is entrusted with the issue of currency notes.
Banker to Government: -
The second important function of the Reserve Bank of India is to act as Government banker,
agent and adviser. The Reserve Bank is agent of Central Government and of all State
Governments in India.
Banker’s Bank and Lender of the Last Resort: -
The Reserve Bank of India acts as the bankers' bank. According to the provisions of the
Banking Companies Act of 1949, every scheduled bank was required to maintain with the
Reserve Bank a cash balance equivalent to 5% of its demand liabilities and 2 per cent of its
time liabilities in India. By an amendment of 1962, the distinction between demand and time
liabilities was abolished and banks have been asked to keep cash reserves equal to 3 per cent
of their aggregate deposit liabilities. The Reserve Bank of India can change the minimum
cash requirements. The scheduled banks can borrow from the Reserve Bank of India on the
basis of eligible securities or get financial accommodation in times of need or stringency by
rediscounting bills of exchange. Since commercial banks can always expect the Reserve

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Bank of India to come to their help in times of banking crisis the Reserve Bank becomes not
only the banker's bank but also the lender of the last resort.
Controller of Credit: -
The Reserve Bank of India is the controller of credit i.e. it has the power to influence the
volume of credit created by banks in India. It can do so through changing the Bank rate or
through open market operations. According to the Banking Regulation Act of 1949, the
Reserve Bank of India can ask any particular bank or the whole banking system not to lend to
particular groups or persons on the basis of certain types of securities. Since 1956, selective
controls of credit are increasingly being used by the Reserve Bank. The Reserve Bank of
India is armed with many more powers to control the Indian money market. Every bank has
to get a license from the Reserve Bank of India to do banking business within India, the
license can be cancelled by the Reserve Bank of certain stipulated conditions are not fulfilled.
Every bank will have to get the permission of the Reserve Bank before it can open a new
branch.
Each scheduled bank must send a weekly return to the Reserve Bank showing, in detail, its
assets and liabilities. This power of the Bank to call for information is also intended to give it
effective control of the credit system. The Reserve Bank has also the power to inspect the
accounts of any commercial bank.
As supreme banking authority in the country, the Reserve Bank of India, therefore, has the
following powers:
(a) It holds the cash reserves of all the scheduled banks.

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(b) It controls the credit operations of banks through quantitative and qualitative controls.
(c) It controls the banking system through the system of licensing, inspection and calling for
Information.
(d) It acts as the lender of the last resort by providing rediscount facilities to scheduled
banks.
Supervisory functions: -
In addition to its traditional central banking functions, the Reserve bank has certain non-
monetary functions of the nature of supervision of banks and promotion of sound banking in
India. The Reserve Bank Act, 1934, and the Banking Regulation Act, 1949 have given the
RBI wide powers of supervision and control over commercial and co-operative banks,
relating to licensing and establishments, branch expansion, liquidity of their assets,
management and methods of working, amalgamation, reconstruction, and liquidation. The
RBI is authorised to carry out periodical inspections of the banks and to call for returns and
necessary information from them.
Promotional functions: -
With economic growth assuming a new urgency since Independence, the range of the
Reserve Bank's functions has steadily widened. The Bank now performs variety of
developmental and promotional functions, which at one time were regarded as outside the
normal scope of central banking. The Reserve Bank was asked to promote banking habit,
extend banking facilities to rural and semi-urban areas, and establish and promote new
specialized Financing agencies.
Classification of RBIs functions: -

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The monetary functions also known as the central banking functions of the RBI are related to
control and regulation of money and credit, i.e., issue of currency, control of bank credit,
control of foreign exchange operations, banker to the Government and to the money market.
Monetary functions of the RBI are significant as they control and regulate the volume of
money and credit in the country.
Innovations in the Sector: -
In the 1990s, the banking sector in India saw greater emphasis being placed on technology
and innovation. Banks began to use technology to provide better quality of services at greater
speed. Internet banking and mobile banking made it convenient for customers to do their
banking from geographically diverse places. Banks also sharpened their focus on rural
markets and introduced a variety of services geared to the special needs of their rural
customers. Banking activities also transcended their traditional scope and new concepts like
personal banking, retailing and bank assurance were introduced. The sector was also moving
rapidly towards universal banking and electronic transactions, which were expected to change
the way banking would be perceived in the future.
Understanding the CRR: -
Cash reserve Ratio (CRR) is the amount of funds that the banks have to keep with RBI. If
RBI decides to increase the percent of this, the available amount with the banks comes down.
RBI is using this method (increase of CRR rate), to drain out the excessive money from the
banks.
What is a Repo Rate?
Whenever the banks have any shortage of funds they can borrow it from RBI. Repo rate is the
rate at which our banks borrow rupees from RBI. A reduction in the repo rate will help banks

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to get money at a cheaper rate. When the repo rate increases borrowing from RBI becomes
more expensive.
Monetary policy:-
Monetary policy is the process by which the government, central bank, or monetary authority
of a country controls (i) the supply of money, (ii) availability of money, and (iii) cost of
money or rate of interest, in order to attain a set of objectives oriented towards the growth and
stability of the economy. Monetary theory provides insight into how to craft optimal
monetary policy.
Monetary policy is generally referred to as either being an expansionary policy, or a
concretionary policy, where an expansionary policy increases the total supply of money in the
economy, and a concretionary policy decreases the total money supply. Expansionary policy
is traditionally used to combat unemployment in a recession by lowering interest rates, while
concretionary policy involves raising interest rates in order to combat inflation. Monetary
policy should be contrasted with fiscal policy, which refers to government borrowing,
spending and taxation.

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CHAPTER 2
PROFILE OF THE COMPANY

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Introduction
J&K Bank is the only bank in the country with majority ownership vested with the state
government- The Jammu and Kashmir Government.
J&K Bank functions as universal bank in the J&K State and as a specialized bank in rest of
the country. It is also the only private sector bank designated as RBI’s agent for banking
business, and carries out the banking business of the central government, besides collecting
central taxes for CBDT.
J&K Bank follows a two- legged business model whereby it seeks to increase lending in its
home state which results in higher margins despite modest volumes, and at the same time, it
seeks to capture niche lending opportunities on a Pan-India basis to build volumes and
improve margins.
J&K Bank operates on the principle of socially empowering banking and seeks to deliver
innovative financial solutions for households, small and medium enterprises.
The bank incorporated in 1938 and is listed on the NSE and BSE. It has a track record of
uninterrupted profits and dividends for four decades. The J&K Bank is rated PI+, indicating
the highest degree of safety by standard and poor and CRISIL.

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History
Traditional moneylenders till 1920-30 performed entire banking in the state of Jammu &
Kashmir at exorbitant interest rates. At the same time some banks functioned but at a very
limited scale, such as Punjab National Bank, Grind lays Bank and Imperial bank of India.
The role of these banks was reduced to the acceptance of deposits, as they could not grant
loans and advances to the people of the state owing to the statutory limitations. Under this
scenario banks could not ameliorate the financial and social position of people of the State.
To overcome this critical situation the then Maharaja of State conceived an idea of setting up
of a State Bank in the state. After prolonged exercises and deliberations the assignment for
establishment of “The Jammu & Kashmir Bank Limited” was given to the late Sir Sorabji N
Pochkhanwala, the then Managing Director of the Central Bank of India. Mr. S. N.
Pochkhanwala formulated a scheme on 24.09.1930, suggesting establishment of a Semi
State Bank with participation in capital by State and public under the control of State
Government. Thus the Bank was formally incorporated on 1st of October 1938 and
commenced business from 4th of July 1939 at its Registered Office, Residency Road,
Srinagar, and Kashmir
In its formative years, the bank had to encounter several serious problems, particularly
around the time of independence, when out of its total of 10 branches two branches of
Muzafarabad and Mirpur fell to the other side of line of control (Now Pak Administered
Kashmir) along with cash and other assets in 1947. However, State Govt. came to its rescue
with the assistance of Rs. 6.00 lacks to meet the claims. The Bank steadfastly overcame its
difficulties and kept growing. Following the extension of Central Laws to the State of
Jammu & Kashmir, the Bank was defined as a Govt. Company as per the provisions of Indian

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Companies Act 1956. The Bank had its first full time Chairman in 1971, following the social
control measures in banks. The year 1971 was a turning point for the Bank on conferment of
scheduled bank status and witnessed remarkable progress in all the vital fields of operations.
Reserve Bank of India declared the Bank as “A” class bank in 1976. In recognition of
dominant role and exalted performance, RBI entrusted the Bank as its agent for performing
the general banking business of the Central Government, especially in maintaining currency
chest and collection of taxes.
The Bank has been forerunner in responding to the need for technology up gradation in
meeting its commitment to the customer to offer the best of service and wide range of
products. From a small Beginning the Bank has grown to become a giant with a wide
network of 691 branches/offices spread over the length and breadth of India.
A significant contributing factor for this fast growth is the solid founding principles, which
are dedicated to the cause of transforming the bank not only as a financial heart but also as a
social heart of the community. The Bank is investing in a big way in information technology.
Nearly 691 branches have been either partly or fully computerized covering 98% of the total
business of the bank. The bank has already installed around 650 ATMs at vital locations of
the country. The ATMs are interconnected and thus provide the customer convenient and 24-
hour Banking facilities. Bank has also commissioned anywhere banking facilities at more
than 103 branches throughout the country. The bank has already made available E-mail
facilities at all of its computerized branches and also Tele-banking facilities at most of these
branches. The bank has also launched Internet, SMS and mobile banking facilities.
Presently the Bank is the fastest growing bank in the India offering world class banking
products/services to the masses. Today bank has a status of value driven Organization and is
always working towards building trust with Shareholders, Employees, Customers, Borrowers,
Regulators and other diverse Stakeholders, for which it has adopted a strategy directed to
developing a sound foundation of relationship and trust aimed at achieving excellence, which
of course, comes from the womb of good Corporate Governance. Good Governance is a
source of competitive advantage and a critical input for achieving excellence in all pursuits. It

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also ensures that bank is managed by an independent and highly qualified Board following
best globally accepted practices, transparent disclosures and empowerment of shareholders,
besides also ensuring that shareholders aspirations and societal expectations are met.
J&K Bank is going from strength to strength as it sees tremendous revenue growth
opportunities in all businesses. The Bank will continue to invest to increase revenue, and
Enhance shareholder value through whichever means is most appropriate, including organic
development, acquisitions, joint ventures and partnerships. In recognition of its excellent
customer service, fair business practices, overall operational efficiency, overall performance,
etc the bank has been felicitated by the following awards during the last few years:
- Asian Banking Awards – 2004
- Excellence Award – Institute of Economic Studies
Jamaal Baja Uchit Vyavahar Puraskar 2002– Council for Fair Business Practices
dated 26th March 2003.
- Ranked 87th among India’s Top 500 Companies by world’s renowned rating agency –
“ DUN & BRADSTREET”
- Asian Banking Award 2004 for the Customer Convenience programme.
FINANCIALS OF THE BANK

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 Surpassing its set target for the FY 2012-13, J&K Bank today posted net profit of Rs
1055.10 crores against net profit of Rs 803.25 crores for the previous year, registering
Year-on-Year growth of 31.35%. In its Platinum Jubilee year, the Bank approved
special dividend of 500% (previous 335%).
 The Business of the Bank registered an increase of Rs. 16998 crores during the FY 2012-
13 reaching Rs 103421 crores thereby recording a growth of 19.67%. Deposits during
the period were up by 20.38 % reaching Rs 64220 crores.
 The Loans and Advances of the Bank stood at Rs 39200 crores registering growth of
18.51% in comparison to Rs 33077 crores at the end of March-2012.
 Against the regulatory norm of 70% the NPA Coverage Ratio of the Bank is at 94.01%
for the year ended March 2013, which is one of the best in the industry.
 The total income of the Bank is up by 28.06 % having increased to Rs. 6620.53 Cr from
Rs. 5169.70 Cr recorded during the previous year.
 The operating profit of the Bank during this period has increased from Rs 1370.33 crores
to Rs 1810.76 crores. All key ratios have registered improvement during the year. The
Net worth is at Rs. 4864.69 crore (up by 18.85%), Earnings per share at Rs. 217.65 (up
by 31.35%) and Net Interest Margin (NIM) at 3.97 % against 3.84%. Return on Assets
has improved from 1.56% to 1.70% reflecting strong fundamentals of the Bank.
 During the year 2012-13 the Bank opened 70 new Business Units thereby increasing its
network to 691 while as 105 ATMs were commissioned during this period taking their
number to 650 excluding 1 mobile ATM.
New Identity:
The new identity for J&K Bank is a visual representation of the Bank’s philosophy and
business strategy. The three coloured squares represent the regions of Jammu, Kashmir and
Ladakh. The counter-form created by the interaction of the squares is a falcon with
outstretched wings – a symbol of power and empowerment. The synergy between the three
regions propels the Bank towards new horizons. Green signifies growth and renewal, blue
conveys stability and unity, and red represents energy and power.

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Unique Characteristics of the Bank:
 Sole banker and lender of last resort to the Government of Jammu & Kashmir.
 Plan and non -plan funds, taxes and non-tax revenues routed through the bank.
 Salaries of Government officials disbursed by the Bank.
 Only private sector bank designated as agent of RBI for banking.
 Carries out banking business of the Central Government.
 Collects taxes pertaining to Central Board of Direct Taxes in J & K.
Infrastructure: Global Standards
 The fastest growing bank with 691 branches across the country
 98% of the business computerized
 Internet Banking, SMS and Mobile Banking provided
 ATMs connected globally to all MasterCard networked ATMs
 Mobile ATM Service available – first of its kind in Northern India
 Electronic Fund Transfer (EFT) System
Corporate Headquarter:
The Corporate Headquarter, registered office of the Bank is located at Srinagar and is headed
by Chairman and Chief Executive officer (CEO), who is selected among reputed
Economists, Bankers or/and the Administrators of the State. The Chairman is guided by the
Board of Directors of the Bank.
VISION

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“To catalyse economic transformation and capitalise on growth.”
The vision is to engender and catalyse economic transformation of
Jammu and Kashmir and capitalise from the growth induced financial
prosperity thus engineered. The Bank aspires to make Jammu and
Kashmir the most prosperous state in the country, by helping create a
new financial architecture for the J&K economy, at the center of which
will be the J&K Bank.
.
MISSION
The mission of the bank is two-fold: To provide the people of J&K
international quality financial service and solutions and to be a super-
specialist bank in the rest of the country. The two together will make
it the most profitable Bank in the country.
The Jammu and Kashmir Bank Limited
Constitution Public Limited
Founded 1938
Headquarters M.A.ROAD SRINAGAR, J&K,
No. Of locations 691 branches/offices
Industry Banking
Employees More than 10,000

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Website http://www.jkbank.net
CHAPTER 3
ADVERTISEMENT

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MARKETING
According to a social definition, marketing is a societal process by which
individuals and groups obtain what they need and want through creating,
offering, and exchanging products and services of value freely with others.
The aim of marketing is to know and understand the customer so well that the
product or service fits him/her and sells itself.
Ideally, marketing should result in a customer who is ready to buy.”
The American Marketing Association offers this managerial definition:
Marketing (management) is the process of planning and executing the
conception, pricing, promotion, and distribution of ideas, goods, and services to
create exchanges that satisfy individual and organizational goals.
There are five competing concepts, under which organizations can choose to
operate their business; the production concept, the product concept,

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the selling concept, the marketing concept, and the holistic marketing concept.
The four components of holistic marketing are relationship marketing, internal
marketing, integrated marketing, and socially responsive marketing. The set of
engagements necessary for successful marketing management includes,
capturing marketing insights, connecting with customers, building strong
brands, shaping the market offerings, delivering and communicating value,
creating long-term growth, and developing marketing strategies and plans.
Introduction
Advertising is a form of communication for marketing and used to encourage, persuade, or
manipulate an audience (viewers, readers or listeners; sometimes a specific group) to
continue or take some new action. Most commonly, the desired result is to drive consumer
behavior with respect to a commercial offering, although political and ideological advertising
is also common. In Latin, advertise means "to turn the mind toward. The purpose of
advertising may also be to reassure employees or shareholders that a company is viable or
successful. Advertising messages are usually paid for by sponsors and viewed via various
traditional media; including mass media such as newspaper, magazines, television
commercial, radio advertisement, outdoor advertising or direct mail; or new media such as
blogs, websites or text messages.
Commercial advertisers often seek to generate increased consumption of their products or
services through "branding," which involves associating a product name or image with
certain qualities in the minds of consumers. Non-commercial advertisers who spend money to
advertise items other than a consumer product or service include political parties, interest
groups, religious organizations and governmental agencies. Nonprofit organizations may rely
on free modes of persuasion, such as a public service announcement (PSA).

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Modern advertising was created with the innovative techniques introduced with tobacco
advertising in the 1920s, most significantly with the campaigns of Edward Bernays, which is
often considered the founder of modern, Madison Avenue advertising.
Advertising is mass communication of information intended to persuade buyers so as to
maximize profit.
Littlefield and Kirkpatrick
Advertising is any form of selling other than personal contact between the seller
representative and the prospective customer .
Egbert
Importance of Advertising
Advertising plays a very important role in today’s age of competition. Advertising is one
thing which has become a necessity for everybody in today’s day to day life, be it the
producer, the traders, or the customer. Advertising is an important part.
 Advertising is important for the customers
Just imagine television or a newspaper or a radio channel without an advertisement! No, no
one can any day imagine this. Advertising plays a very important role in customers life.
Customers are the people who buy the product only after they are made aware of the products
available in the market. If the product is not advertised, no customer will come to know what

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products are available and will not buy the product even if the product was for their benefit.
One more thing is that advertising helps people find the best products for themselves, their
kids, and their family. When they come to know about the range of products, they are able to
compare the products and buy so that they get what they desire after spending their valuable
money. Thus, advertising is important for the customers.
 Advertising is important for the seller and companies producing the products
Yes, advertising plays very important role for the producers and the sellers of the products,
because
 Advertising helps increasing sales
 Advertising helps producers or the companies to know their competitors and plan
accordingly to meet up the level of competition.
 Advertising helps creating goodwill for the company and gains customer loyalty after
reaching a mature age.
 The demand for the product keeps on coming with the help of advertising and demand
and supply become a never ending process.
 Advertising is important for the society
Advertising helps educating people. There are some social issues also which advertising
deals with like child labour, liquor consumption, girl child killing, smoking, family
planning education, etc. thus, advertising plays a very important role in society.
Types of advertising
Virtually any medium can be used for advertising. Commercial advertising media can include
wall paintings, billboards, street furniture components, printed flyers and rack cards, radio,
cinema and television adverts, web banners, mobile telephone screens, shopping carts, web

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popup, skywriting, bus stop benches, human billboards and forehead advertising, magazines,
newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logo jets"),
in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof
mounts and passenger screens, musical stage shows, subway platforms and trains, elastic
bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets,
shopping cart handles (grabertising), the opening section of streaming audio and video,
posters, and the backs of event tickets and supermarket receipts. Any place an "identified"
sponsor pays to deliver their message through a medium is advertising.
 Television advertising / Music in advertising
The TV commercial is generally considered the most effective mass-market advertising
format, as is reflected by the high prices TV networks charge for commercial airtime during
popular TV events. The annual Super Bowl football game in the United States is known as
the most prominent advertising event on television. The average cost of a single thirty-second
TV spot during this game has reached US$3.5 million (as of 2012). Some television
commercials feature a song or jingle that listeners soon relate to the product. Virtual
advertisements may be inserted into regular television programming through computer
graphics. It is typically inserted into otherwise blank backdrops or used to replace local
billboards that are not relevant to the remote broadcast audience. More controversially,
virtual billboards may be inserted into the background where none exist in real-life. This
technique is especially used in televised sporting events. Virtual product placement is also
possible.
 Infomercials

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An infomercial is a long-format television commercial, typically five minutes or longer. The
word "infomercial" is a portmanteau of the words "information" & "commercial". The main
objective in an infomercial is to create an impulse purchase, so that the consumer sees the
presentation and then immediately buys the product through the advertised toll-free telephone
number or website. Infomercials describe, display, and often demonstrate products and their
features, and commonly have testimonials from consumers and industry professionals.
 Radio advertising
Radio advertising is a form of advertising via the medium of radio. Radio advertisements are
broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving
device. Airtime is purchased from a station or network in exchange for airing the
commercials. While radio has the limitation of being restricted to sound, proponents of radio
advertising often cite this as an advantage. Radio is an expanding medium that can be found
not only on air, but also online. According to Arbitral, radio has approximately 241.6 million
weekly listeners, or more than 93 percent of the U.S. population.
 Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web for the
expressed purpose of delivering marketing messages to attract customers. Online ads are
delivered by an ad server. Examples of online advertising include contextual ads that appear
on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network

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advertising, online classified advertising, advertising networks and e-mail marketing,
including e-mail spam.
 Press advertising
Press advertising describes advertising in a printed medium such as a newspaper, magazine,
or trade journal. This encompasses everything from media with a very broad readership base,
such as a major national newspaper or magazine, to more narrowly targeted media such as
local newspapers and trade journals on very specialized topics. A form of press advertising is
classified advertising, which allows private individuals or companies to purchase a small,
narrowly targeted ad for a low fee advertising a product or service. Another form of press
advertising is the Display Ad, which is a larger ad (can include art) that typically run in an
article section of newspaper.
 Billboard advertising
Billboards are large structures located in public places which display advertisements to
passing pedestrians and motorists. Most often, they are located on main roads with a large
amount of passing motor and pedestrian traffic however, they can be placed in any location
with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping
malls or office buildings, and in stadiums.
Tools of Advertisement
1. Radio
Radio broadcasting is considered to be a traditional medium. Radio's strength lies in its
ability to target audiences through its programming, which is reflected in its advertising.
Radio advertising is effective in that most commercials are targeted at local audiences,

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compared to television commercials, which are mostly national. A drawback to radio
advertising is that the effectiveness of a message is solely audio-dependent. This can present
challenges in describing certain products or services being marketed.
2. Television
Television is considered to be a traditional medium but has the ability to adapt to new media.
Some television advertising strengths are its impact in combining sight and sound, its ability
to reach local, national and global audiences, and its more recent adaptation to interactive
marketing. Through service technology like On-Demand, viewers can engage in advertising
messages with a remote control. Television advertising weaknesses are high production costs,
programming disruption, and short-lived messages.
3. Newspapers
The newspaper is part of the print media, and is arguably the oldest form of traditional media.
Newspaper advertising has many strengths that are being affected by new, interactive
marketing strategies. Newspapers provide a loyal readership base for advertisers and low
advertisement production costs. Newspapers also offer value through short lead times to
insert advertisements and ensure high audience reach. Drawbacks of newspaper advertising
include poor print quality, a decrease in overall readership, and a general sense of advertising
clutter. Newspapers try to stay competitive in the internet age by providing online content for
free.
4. Magazines
Another member of the print media is the magazine. The value in advertising in magazines
lies in its audience selectiveness and high quality print. Magazines hold credibility with their
audiences, allowing its advertisements to resonate with readers. Magazine advertising has
several weaknesses to consider such as high production cost, limited frequency, and long lead

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times. Like newspapers, many magazines have an online version of their content. Some
require paid membership while others provide free online content.
5. Outdoor
Outdoor advertising reaches the people when they are out of door. It refers to display of
advertising in open places where from people frequently pass through such as railway station,
Bus stands ,Road sides , Streets etc. Outdoor media is designed for moving audience without
any cost on their behalf. The attraction of such advertising takes a mass form as nearly 97
percent of adult’s population moves out of door every week. The Vehicles Of outdoor media
are Posters, Painted display, Electronic Sign Boards, Travelling Display, Sky writing.
6. Internet
The internet has changed the way advertising occurs. It has affected practically every corner
of the advertising spectrum and has forced traditional media to reinvent itself where it can.
The advantages to internet advertising are many, but the most critical is its extremely low
cost compared to other media. The internet offers interactivity, making it possible to involve
a target audience in the advertising message. Such advertising can be very effective as
interactivity is memorable and satisfying to a user. Finally, internet advertising can be easily
personalized, something that traditional media like television and radio is incapable of.
Perhaps the largest drawback through internet advertising is its perception of clutter.
Tools used by J&K bank for advertisement
The tools used by Jammu and Kashmir bank for its advertisement are as under:-

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1. Print:-This is one of the tools used by the bank for its promotion of products and also
for advertising of its products. The various types where print type of advertisement is used
are as under:-
a) Newspapers:- The bank is using newspapers as a source of channel for advertising
its products. The bank is using different newspapers for Jammu and different newspapers for
Kashmir region. These are fully described below:-
Newspapers used in Kashmir valley for
advertisement
Newspaper used in Jammu region
1. Greater Kashmir 1. Excelsor
2. Kashmir Uzma 2. Kashmir Times
3. Aftaab 3. Dainik Jagran
4. Srinagar Times 4. State Times
5. Kashmir image 5.Greater Kashmir
6. Rising Kashmir
b) Magazines:- The bank also uses magazines as a source of advertisement. The
different magazines used by the J&K Bank for advertisement are as under:-
1) Outlook Express.
2) Images Business Fashion.

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c) Broachers:-The bank publishes at least 100000 broachers per year and distributes
them to public for the advertisement of its products.
2) Audio Visual:-The bank uses both audio and visual sources for advertisement. The
audio and visual sources used for advertising are as under:-
Sources for audio type of advertisement Sources for visual type of advertisement
Radio Television
a) Radio: - The radio is an audio type of advertisement used by the bank. The bank uses
two sources of Radio channels for its advertisement .These are as under:-
I) Radio Kashmir
II) 92.7 FM.
b) Television:-The television is a visual type of advertisement used by the bank. The
bank uses two sources of television channels for its advertisement. These are as under:-
i) Doordarshan
ii) Take One
3) Out of House (OOH):- Outdoor advertising is essentially any type of advertising
that reaches the consumer while he or she is outside the home. This medium used for out of
house advertising is as under:-
a) LCD screens:- The bank uses LCD screens at different shopping malls and also in its
own business units for the advertisement of its products.
b) Hoardings:-The bank also uses hoarding at different places such as bus stands, railway
stations, and parking lots for the advertisement of its products.

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c) Banners: -The bank uses banners at different places such as electricity polls, traffic
lights.
d) Flex boards:-The bank uses flex boards at different places such as street lights for the
advertisement of its products.
4) Web:- The bank also uses Web for its advertisement. For this the bank has made its
own website www.jkbank.net and also uses social websites such as Facebook for advertising.
5) Direct Selling:-The bank also uses direct selling as a tool of advertisement of its
products. For this the bank has made a team whose duty is to visit different places and meet
with the customers and aware the customer about its products and services.
SERVICE MARKETING
Service is anything in an intangible form which a customer get in consideration of a price.
It is considered as an intangible product having the potential to achieve the core competence
in the market. Services, by nature, are those economic activities that brings about a desire of
change in the customer in terms of creating values, distinction and image in his mindset.
There is a tremendous growth in the service sector due to cut throat competition deregulation
and relaxation in the professional and financial sector. Service marketing typically refer to
both business to consumer (B2C) and business to business (B2B) services and includes
marketing of services like telecommunications services, financial services, all types of
hospitality services, car rental services, air travel, health care services and professional
services. The range of approaches and expressions of a marketing idea developed with the
hope that it be effective in conveying the ideas to the diverse population of people who
receive it. Service are economic activities offered by one party to another. Often time-based,
performances bring about desired results to recipients, objects or other assets for which

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purchasers have responsibility. In exchange for money, time, and effort, service customers
expect value from access to goods, labor, professional skills, facilities, networks, and systems
but they do not normally take ownership of any of the physical elements involved. Service is
anything in an intangible from which a customer gets in consideration of a price. It is
considered as an intangible having potential to achieve the core competence in the market.
Service by nature are those economic activities that bring about a desire change in the
consumer in terms of creating value, distinction and image in deregulation and relaxation in
professional and finance sectors. A range of services are offered by organizations to derive a
competitive edge in the market. Hence service refers to social efforts which generate the
satisfaction of an individual.
A service is an act or performance that one party can offer to another that is essentially
intangible and does not result in ownership of an activity. Its production may or may
not be linked to a physical product.
Philip Kotler
FEATURES OF SERVICES
1. Intangibility
One of most important feature of service is intangibility. Service lacks the physical qualities
like Shape, Design, Weight, colour, Height. Customer cannot Touch, Hear, See and Smell the
service before purchasing. Service is Deed, Performance and Efforts. Customer cannot have a
sample or test to make a thought elevation due to absence of Intangibility in case of service.
2. Heterogeneity/Variability
Given the very nature of services, each service offering is unique and cannot be exactly
repeated even by the same service provider. While products can be mass-produced and be
homogenous the same is not true of services. e.g.: All burgers of a particular flavor at

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McDonalds are almost identical. However, the same is not true of the service rendered by the
same counter staff consecutively to two customers.
3. Inseparability/Simultaneity of production and consumption
This refers to the fact that services are generated and consumed within the same time frame.
E.g a haircut is delivered to and consumed by a customer simultaneously unlike, say, a
takeaway burger which the customer may consume even after a few hours of purchase.
Moreover, it is very difficult to separate a service from the service provider. E.g. the barber is
necessarily a part of the service of a haircut that he is delivering to his customer.
4. Services are perishable
A service has a high degree of perish ability. The utility of majority of services is short lived.
Goods can be produced ahead of time and stored for the period of peak loads of demand.
The 7 P’s of Services Marketing
1. Product
The term product include physical tangible goods and services. A product is anything that
can be soled in the market to satisfy a want or need of customer in the market. A product may
be tangible or physical product or intangible. Hence product is the bundle of benefits or
satisfaction that purchases perceive when they buy the products. It is a total of physical,
psychological, Symbolic and service feature not just the physical items.
2. Pricing

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One of the most important element of service marketing mix is pricing. Pricing of services
must be suited to the target customers. Price of the service is one of the important type of
external communication in services. A critical signal is sent by the price and it should be
considered carefully. Pricing of service plays a premium role in achieving the marketing and
organizational goals.
3. Promotion
Promotion is a technique used to convey information about goods and services to the target
customers. It is a descriptive term for the mixture of communication activities like
Advertisement, Personal selling, Sales promotion, Publicity, Public relations, Direct mail,
Telemarketing, E marketing.
4. Place
The distribution system of marketers must be effective and efficient. It means marketer must
deliver service to the right place in the right condition, at the right time for the right cost,
Specific form of distribution is required to service due to specific features like Intangibility,
Inconsistency and Inseparability. No transfer ownership takes place in case of service. The
service is simply rented or consumed. But it is important that service must be available and
accessible before it is consumed.
5. People
It is essential for organization to recruit right staff and training them in the delivery of their
service to get a competitive advantage. Staff should have the appropriate Interpersonal skills,
aptitude and service knowledge to provide the service. There are customer service at the heart
of modern service industries. Organization can ensure the loyalty of their customers by

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serving them well. Direct interaction between customer and organization requires high
quality training for the employee.
6. Process
A number of processes are associated with customer service. These processes make the
marketing of service effective. These include process handling customer complaints,
Processes for identifying customer needs and requirement, processes for handling orders etc.
A process means the system used to help the organization in delivering service.
7. Physical Evidence
Since services are intangible in nature most service providers strive to incorporate certain
tangible elements into their offering to enhance customer experience. Thus, there are hair
salons that have well designed waiting areas often with magazines and plush sofas for patrons
to read and relax while they await their turn. Similarly, restaurants invest heavily in their
interior design and decorations to offer a tangible and unique experience to their guests.

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CHAPTER 4
RESEARCH METHODOLOGY
Research can be defined as an organised and systematic study of materials and sources in
order to discover new things and establish facts and reach new conclusions.
Clifford woody has defined research as,” A method for the discovery of the truth which is
really a method of critical thinking. It comprises of defining and redefining problems,
formulating hypothesis or suggested solutions; collecting and organising and evaluating data;
making deductions and reaching conclusions; and at last, carefully testing the conclusions to
determine whether they fit the formulating hypothesis.” It can be concluded that research
involves:
 A clear definition of the problem
 Formulation of hypothesis
 Collection and analysis of data
 Relating the findings to existing theories and earlier formulated hypothesis.

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The science of techniques that have been used to conduct the research is known as research
methodology.
Choice of methodology
For the field research I decided that the most appropriate approach would be a questionnaire that would be
filled out by people of Srinagar. To encourage the people not to reject the questionnaire outright, and to
increase the response rate, the questionnaire was limited to maximum of 4 sheet of A4 paper.
SAMPLING METHODOLOGY
Sampling Technique:
Initially, a rough draft was prepared and a pilot study was done to check the accuracy of the Questionnaire
and certain changes were done to prepare the final questionnaire to make it more judgmental. The
respondents are selected randomly, so we can say that random sampling has been done. It is an exploratory
research study.
Sampling Unit: The respondents who were asked to fill out the questionnaire in the Srinagar City are
the sampling units.
Sample Size: The sample size was restricted to only 100 respondents.
Sampling Area: The area of the research was Srinagar city.
Primary Data

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Primary data for the research was collected through questionnaires. When collecting primary
data one can choose to do interviews, observations, experiments, and questionnaires. Due to
the purpose of our research, only the questionnaire method was reliable be able to approach
the topic and to collect the answers in a satisfactory manner.
Questionnaire
A questionnaire is a research instrument consisting of a series of questions and other prompts
for the purpose of gathering information from respondents. Although they are often designed
for statistical analysis of the responses, this is not always the case. The questionnaire was
invented by Sir Francis Galton.
Questionnaires have advantages over some other types of surveys in that they are cheap, do
not require as much effort from the questioner as verbal or telephone surveys, and often have
standardized answers that make it simple to compile data. Questionnaires are also sharply
limited by the fact that respondents must be able to read the questions and respond to them.
Thus, for some demographic groups conducting a survey by questionnaire may not be
practical. Questionnaires are frequently used in quantitative marketing research and social
research. They are a valuable method of collecting a wide range of information from a large
number of individuals, often referred to as respondents. Adequate questionnaire construction
is critical to the success of a survey. Inappropriate questions, incorrect ordering of questions,
incorrect scaling, or bad questionnaire format can make the survey valueless, as it may not
accurately reflect the views and opinions of the participants. A useful method for checking a
questionnaire and making sure it is accurately capturing the intended information is to pretest
among a smaller subset of target respondents.
Types of questions
1. Contingency questions

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A question that is answered only if the respondent gives a particular response to a previous
question. This avoids asking questions to people that do not apply to them (for example,
asking men if they have ever been pregnant).
2. Matrix questions
Identical response categories are assigned to multiple questions. The questions are placed one
under the other, forming a matrix with response categories along the top and a list of
questions down the side. This is an efficient use of page space and respondents’ time.
3 . Closed ended questions
Respondents’ answers are limited to a fixed set of responses. Most scales are closed ended.
Other types of closed ended questions include:
 Yes/no questions - The respondent answers with a "yes" or a "no".
 Multiple choice - The respondent has several option from which to choose.
 Scaled questions - Responses are graded on a continuum (example: rate the appearance
of the product on a scale from 1 to 10, with 10 being the most preferred appearance).
4. Open ended questions
No options or predefined categories are suggested. The responde supplies their own answer
without being constrained by a fixed set of possible responses. Examples of types of open
ended questions include:
 Completely unstructured - For example, "What is your opinion on questionnaires?

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 Word association - Words are presented and the respondent mentions the first word that
comes to mind.
 Sentence completion - Respondents complete an incomplete sentence. For example,
"The most important consideration in my decision to buy a new house is . . ."
 Story completion - Respondents complete an incomplete story.
 Picture completion - Respondents fill in an empty conversation balloon.

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CHAPTER 5
OBJECTIVES & LIMITATIONS OF THE
STUDY
STATEMENT OF THE PROBLEM
Private banking is relatively a large concept and thus involves colonial volumes in
term of customer and funds. To successfully cater to such large spectrum of
customers it is essential that this product is handled with utmost professionalism and
essentially within a well defined set of guidelines.
So the present study is made to know how efficiently J&K Bank is managing to cater
to the needs of the potential customer of the bank.

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OBJECTIVES OF THE STUDY
Objectives of the study undertaken are:-
 To get fair idea about banking.
 To get some idea about Products and services offered by the bank.
 To understand the perception of people towards Advertisement system of the
bank.
 To know whether the bank is able to satisfy its customers.
 To understand the reasons why some customers don’t feel Satisfied .
 To know what problems the bank faces in advertisement.
 To understand how banks can manage to play a healthy competition.
SCOPE OF THE STUDY
The study is limited to customers of J&K bank only. The study was conducted to
analyze the customer satisfaction towards J&K bank advertisement tools.
LIMITATIONS OF THE RESEARCH
Every research is limited by its imagination is true, but we definitely have some limitations
on this research. The limitations are as follows:
 The study was restricted to J&K Bank customers only.

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 Considering the size of the population that we have, the sample size that I have taken was
very small.
 Some customers were reluctant to give detailed information.
 Sample size was restricted due to time constraint.
 Data given by the respondents are limited to their own attitude, perceptions,
knowledge, feeling and awareness.
CHAPTER 6

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DATA ANALYSIS AND INTERPRETATION
QNo1: In which bank you have an account?

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From the survey majority of customers i.e 90% respondents are associated with the J&K
bank, 5% are associated with HDFC bank, and 5% are associated with other banks. This
question helped us to conclude that a fairly large number of the customer have been
associated with the J&K bank.
90%
5%
5%
J&K Bank
HDFC Bank
Other

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QNo2:- With which bank you mostly deal?
From the survey majority of customers i.e 85% respondents deal mostly with the J&K bank,
10% of respondents deal mostly with HDFC bank, and 5% of respondents deal mostly with
other banks. This question helped us to conclude that a fairly large number of the customer
deal with the J&K bank.
85%
10%
5%
J&K Bank
HDFC Bank
Other

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QNo3:- What you like best about J&K Bank?
During the survey a question was asked that what you like best about your bank. It was observed that
30% of the people say that it is best in its products, 20% of people say its best in its services and 50%
says both products and services. So that the majority of people say that the bank is best in both i.e
products and services
QNo4:- How will you rate the services being provided by the J& k
Bank?
30%
20%
50%
only product
only service
Both products and services

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From the survey majority of the customers i.e 55% of respondents says services of J&K Bank are
excellent, 40% of customers are satisfied with the J&K bank, 5% says average . So that the majority
of people says services of J&K bank are excellent.
QNo5:-Are you aware about various products and services provided
by the J & K bank?
55%
40%
5%
Excellent
Satisfied
Average

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From the survey majority of the customers i.e 75% of respondents says that they are aware about
various products and services provides by the J&K Bank and 25%of customers are not aware about
the products and services provided by the J&K bank. So that the majority of people are aware about
the products and services of J&K bank.
QNo6:-From where you get information about the products and
services of J& k Bank?
75%
25%
Yes
No

61. Page | 61
During the survey a question was asked that where you get information about the products and
services of J&K bank. It was observed that 34% of the people says from branch, 25% says from
Newspaper,16%says from television,11% says from radio ,9% says from internet and 5% from
Magazines. So that the majority of people get information from Branches.
QNo7:- For you advertisement is a source of?
16%
11%
25%
5%
9%
34%
Television
Radio
News paper
Magazines
Internet
Branches

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During the survey a question was asked that advertisement is a source of information or
Entertainment. Majority of customers replied advertisement is a source of information.
QNo8:- Does advertisement actually shows the real features of the
Products and Services?
100%
0%
Information
Entertainment

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From the survey of customer’s majority 75% of respondents says that advertisement shows real
features of products and services and 25%of customers replied they do not show the real features of
products and services.
QNo9:- Does an entertaining advertisement influence your opinion
about the products and services?
75%
25%
Yes
No

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During the survey a question was asked that does an entertaining advertisement influence your
opinion about the products and services. About 93% of customers replied yes and 7% of people
replied no. So that the majority of people say entertaining advertisement influence their opinion
about the products and services.
QNo10:- Which form of ad creates a great impact on you?
93%
7%
Yes
No

65. Page | 65
During the survey a question was asked that which form of ad creates great impact. About 50% of
respondents replied Moving action oriented ad, 35% replied words with visuals , 11%of respondents
replied words with sounds and 4% replied printed oriented Ad. So that the majority of people say
moving action oriented ad have great impact on customers.
QNo11:- Have you ever availed any service or used any product after
coming across its advertisement?
4%
11%
35%
50%
Printed Words
Words with Sounds
Words with Visuals
Moving action oriented Ad

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From the survey majority of the customers i.e 71% of respondents admitted that they have availed
any service and used any product after coming across its advertisement and 29%of respondents say
that they have not used any product after coming across its advertisement. So the majority of people
say yes.
71%
29%
Yes
No

67. Page | 67
QNo12:-According to you which is the best source of information
provider regarding Products and services of J& k Bank?
During the survey a question was asked that which is the best source of information provider
regarding products and services of J&K bank. First preference goes to Branches, 2th to Newspaper,
3th to Television , 4th to Radio , 5th to internet. So that the majority of respondents replied Branch is
the best source of information provider.
11%
5%
39%
03%
42%
Television
Radio
Newspaper
Magazines
Internet
Branch

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CHAPTER 7
FINDINGS
&
SUGGESTIONS AND RECOMMENDATIONS
Findings

69. Page | 69
 Majority of respondents i.e.90% are having their accounts in J&K bank and
10% respondents are having their accounts in different banks, this shows that
J&K bank has more market share than others.
 The study reveals that 75% respondents are aware about products and
services offered by bank and 25%respondents are not having knowledge
about the products of the bank.
 Most respondent’s i.e.42%agree with the fact that branch is the best source
of information provider regarding products and services of J&K bank.
 From my findings it is clear that 50% of respondents replied moving oriented
ad creates a great impact on us.
 The study reveals that 75% respondents agree the statement that
advertisement does show the real features of products and services.
 All the respondents, agree the statement that advertisement is a source of
information.

70. Page | 70
SUGGESTIONS AND RECOMMENDATIONS
 Advertisement should be made with keeping the determinants of
effectiveness in mind.
 Advertisers should develop new and more effective ways of advertisement.
 Advertisement should be according to the products.
 There should be proper information about the products/ services through
advertisement i.e. (Print and electronic media). The bank officials should
adopt various forms of advertisement in order to give timely information
about the updated products/ services to the customers.
 Investment in advertisement should be made with great care of media.

71. Page | 71
CHAPTER 8
BIBLOGRAPHY

72. Page | 72
BIBLOGRAPHY
1. www.j&kbank.net
2. www.jkbank.org
3. www.jkbankonline.com
4. www.yahoosearch.com
5. www.google.com

73. Page | 73
CHAPTER 9
ANNEXURE

74. Page | 74
QUESTIONNAIRE
Section A: - Personal Information
1. Name _______________
2. Gender: male female
3. Age Group
10-20 20-30
30-50 50 & above
4. Occupation
Self employed Professional
Salaried Housewife
Student Other
5. Education Level
University degree & above
High school
Elementary level

75. Page | 75
6. Income Level
5000-10000 10000-30000
30000-50000 Greater than 50000
QNo1: In which bank you have an account?
a) J & K Bank
b) HDFC BANK
c) Any other
QNo2:- With which bank you mostly deal?
a) J & K Bank
b) HDFC BANK
c) Any other
QNo3:- What you like best about J&K Bank?
a) Products
b) Services
c) Both Products and services
QNo4:- How will you rate the services being provided by the j& k Bank?
a) Excellent
b) Satisfaction
c) Average
d) Poorservices

76. Page | 76
QNo5:-Are you aware about various products and services provided by the J&K
bank?
a) Yes
b) No
QNo6:-From where you get information about the products and services of j& k
Bank?
a) Television
b) Radio
c) News paper
d) Magazines
e) Internet
f) Branch
QNo7:- Foryou advertisement is a sourceof?
a) Information
b) Entertainment
QNo8:- Does advertisement actually shows the real features of the Products and
Services?
a) Yes
b) No

77. Page | 77
QNo9:- Does an entertaining advertisement influence your opinion about the
products and services?
a) Yes
b) No
QNo10:- Which form of ad creates a great impact on you?
a) Printed words
b) Words with sounds
c) Words with Visuals
d) Moving action oriented ad
QNo11:- Have you ever availed any service or used any productafter coming
across its advertisement?
a) Yes
b) No
QNo12:-According to you which is the bestsource of information provider
regarding Products and services of J& k Bank?
a) Television
b) Radio
c) News paper
d) Magazines
e) Internet
f) Branch