1. AVAILING SERVICES OF COMMERCIAL BANK
FOR HOUSING LOAN
Presented by- Group 2
Abhishek Shah
Kumar Abhishek
Mayank K Jain
Somadipta Daas
Seshahayagreevan Devanathan

2. STEPS INVOLVED IN CUSTOMER PURCHASE
DECISION PROCESS
Post
Problem Information Evaluating Purchase
Purchase
Recognition Search Alternatives Decision
Behaviour

3. 1. PROBLEM RECOGNITION
Consumer identified and worked for the following
grounds:
 Want to buy a residential property
 Don’t have sufficient funds
 Availing a Home Loan from a commercial bank
 Lack of knowledge for availing the housing loan

4. 2. INFORMATION SEARCH
Consumer precisely uses following channels to
gather information:
 Commercial: Advertising media, Web
sites, salespersons, dealers, displays etc
 Public: Mass media, Consumer rating
organizations, special bulletins etc
 Personal: Family, friends, neighbors, colleagues
etc
 Experiential: Handling, Examining and using the
products for previous situations.
The most effective information mostly comes from
personal and/or public sources.

5. INFORMATION CONSUMER GATHERS
 Eligibility Conditions For Home Loan
 Loan Tenure
 Repayment Options
 Penalty Options
 Tax Benefits
 Loan Prepayment Charges
 Loan Processing Charges
 Insurance Of Property to be /Can be taken or not
 Any hidden charges are there or not
 Time taken for Loan Sanction
 Security/ Guarantor required For Loan

6. 3. EVALUATION OF ALTERNATIVES
o Consumers evaluate alternatives imposing the
decisions based on the information gathered.
o Diversity is certainly observed in evaluating the
alternatives.
o While evaluating Consumer thought process is pre
occupied and influenced by Internal
conditions, Psychological factors
(perception, attitude and belief), personal factors
(income level, personality, age, occupation and
lifestyle), external influences ( family, social
class, past experience reference
groups, lifestyle, market mix factors) etc.

7. •Social factors
Marital Status
Occupation
Education
Family Size
•Economic factors
Annual Income
Annual savings
Assets
•Sources of Awareness
Friends ,Relative
Loan Mela
Ads
Bank officials
•Quantum of loan

8. 4. PURCHASE DECISION
“Once the alternatives have been evaluated, the consumers make a
purchase decision.”
Critical factors for final decision:
-Processing fees
-Processing Time
-Interest rates
Based on above factors and below steps – final decision is concluded:
-Total set :
-Awareness set :
-Consideration set :
-Choice set :
-Decision :

9. POST PURCHASE
-Transparent & fast bank services
- Consumer satisfaction & credibility of the bank terms after availing
loan;
- Attitude & Skills of bank employees.
•Based on the above details a future customer pool gets attracted.

10. TIME TAKEN IN EACH STEP
 The time taken in Problem recognition, Information
Search, Evaluating Alternatives and Purchase
Decision was dependent on the consumers’
urgency to avail the loan. And mostly the time taken
was around 3 months for the whole process.
 Intuitively the largest time taken by the consumer
was in the decision process. All together by the aid
of the marketer the consumer decides to avail loan.

11. STRATEGIC MARKETING IMPLICATIONS FROM THE
CONSUMER BEHAVIOR
 Product Differentiation: Need arises to develop products
and market them according to the diverse and dynamic
markets. The need for loan be realized through the marketing
campaigns.
 Resolving Bias :The strategy be made more effective in
resolving the demographic and situational bias. Favoring the
transparency and minimal ambiguous terms will improve the
product choice during the identification process.
 Adopting Umbrella Branding: Linking the consumer with
other branded products of the financial company. Increased by
imparting the more information with key products such as
referral schemes and other highly valued products.
 Aiding the consumer in deciding among the various schemes
available for him through controlling the campaigns, loan fairs
and back end support.
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12. THANK YOU