AXIS BANK

MM-II Project (Post Mid Sem.) | Sec – B | Group - 4

SUBMITTED BY:

18202079 ANKITA ABHIPSA GURU

18202082 ASHA PATAWARI
18202090 DEWASHISH SURJAN
18202101 NEHA SUMAN
18202104 PRAGYAN PANDA
18202116 SHUBHENDU DASH
18202126 SUBHASHREE UPADHYAYA
18202134 TEJASWINI UPADHYAY
18202238 NAVTEJ PATTANAIK
18202140 VIPUL TYAGI

KIIT School of Management | KIIT University

MBA-I | SEM-2 (spring) | 25-03-2019
 AXIS BANK

ACKNOWLEDGEMENT

In performing our assignment, we had to take the help and guideline of some respected persons, who deserve our
greatest gratitude. The completion of this project gives us much pleasure. We would like to show our gratitude to
Kumar Mohanty, Associate Professor, Director Corporate Relations, KIIT School of
Management, KIIT University for giving us a good guideline for our project throughout numerous
consultations. We would also like to expand our deepest gratitude to all those who have directly and
indirectly guided us in completing this project. We also thank the different sources for consent to include
copyrighted pictures as a part of our report. Many people, especially our classmates and team members
itself, have made valuable comment suggestions on this proposal which gave us an inspiration to improve
our project. We thank all the people for their help directly and indirectly to complete our project.

P a g e 1 | 22
 AXIS BANK

TABLE OF CONTENTS

ACKNOWLEDGEMENT............................................................................................................................................................. 1

TABLE OF CONTENTS............................................................................................................................................................... 2
LIST OF FIGURES...................................................................................................................................................................... 3

1 PRODUCTS AND SERVICES FACILITIES................................................................................................................................ 4

2 CONSUMER PREFERENCES OF AXIS BANK PRODUCTS........................................................................................................ 5

3 CONSUMER PERCEPTION FOR THE COMPETITORS............................................................................................................. 8

4 MARKETING MIX.............................................................................................................................................................. 9

5 AREA OF DISSONANCE.................................................................................................................................................... 11

6 CHART ANALYSIS............................................................................................................................................................ 13

7 SPSS FACTOR ANALYSIS................................................................................................................................................... 18

8 CONCLUSION.................................................................................................................................................................. 22

9 REFERENCES................................................................................................................................................................... 22

P a g e 2 | 22
 AXIS BANK

LIST OF FIGURES

FIGURE 1: GENDER ANALYSIS................................................................................................................................................. 13

FIGURE 2: OCCUPATION ANALYSIS......................................................................................................................................... 13
FIGURE 3: ANNUAL INCOME ANALYSIS.................................................................................................................................. 14
FIGURE 4: USAGE PERIOD ANALYSIS...................................................................................................................................... 14
FIGURE 5: CUSTOMER SATISFACTION ANALYSIS...................................................................................................................... 15
FIGURE 6: BRAND ANALYSIS.................................................................................................................................................. 15
FIGURE 7: CUSTOMER BASE INCREMENT ANALYSIS................................................................................................................ 16
FIGURE 8: RECOMMENDATION LEVEL ANALYSIS..................................................................................................................... 16
FIGURE 9: SERVICE PREFERENCE ANALYSIS............................................................................................................................. 17
FIGURE 10: EMPLOYEE’S DEPTH ON PRODUCTS ANALYSIS...................................................................................................... 17
FIGURE 11: PREFERABLE PRODUCT ANALYSIS......................................................................................................................... 18

P a g e 3 | 22
 AXIS BANK

1 PRODUCTS AND SERVICES FACILITIES

Axis Bank is one of the largest privately owned financial institution in India.

1.1 AXIS BANK PROVIDES A LOT OF PRODUCTS AND SERVICES:-

Axis Bank Business Loan, Axis Bank Car Loan, Axis Bank Credit Card, Axis Bank Debit Card, Axis Bank Education Loan,
Axis Bank FD Rates, Axis Bank Gold Loan, Axis Bank Home Loan, Axis Bank Personal Loan, Axis Bank Savings Account
are the major products and services provided by the company.

Credit Cards have become extremely popular in the Indian market. Axis Bank is counted among the top credit card
issuing banks in the country. Loaded with many benefits and features, these cards are suitable for customers with
varying spending preferences. An individual can avail credit cards, which suits his/her spending habits and other
preferences. Each axis bank credit card gives many rewards, loyalty points and offers. Axis bank offers an App the
AXIS APP, which helps in online transactions and makes it much easier for people these days.

1.2 SERVICES OFFERED BY THE VARIOUS CREDIT CRADS OF AXIS BANK

Services offered by the AXIS Bank for various credit cards are mentioned below.

1.2.1 AXIS BANK BUZZ CREDIT CARD:

An exciting card of shopaholics, which gives many benefits on online purchases, people, can earn many reward points
by purchasing a minimum amount.

1.2.2 AXIS BANK MY ZONE CREDIT CARD:

This card is best for entertainment expenses as it makes us earn a lot of reward points and cashbacks. It is PIN
protected and is completely secure

1.2.3 AXIS BANK NEO CREDIT CARD:

It is also for the shopaholic and movie lovers and gives benefit for the cashback for shopping online and booking tickets.

1.2.4 AXIS BANK SELECT CREDIT CARD:

This card is very much convenient for people who travel a lot as it gives ample services and cashback offers on airport
lounges, on booking tickets etc.

1.2.5 AXIS BANK PRIDE PLATINUM CREDIT CARD:

This credit card comes free of cost and there is no joining fee payable on the card, they give personalised card with
shades also free add on cards for family

1.2.6 AXIS BANK MILES AND MORE CREDIT CARD:

It is again for travellers as it gives lot of benefits to people travelling a lot. Also gives access to MasterCard lounges

P a g e 4 | 22