SUMMER TRAINING PRESENTATION ON

THE CONSUMER AWARENESS OF ALL THE PRODUCTS OF KOTAK MAHINDRA BANK IN MORADABAD, AMONG POTENTIAL AND EXISTING CUSTOMERS.

INTRODUCTION
Today development banking and financial Institution have gained an important place in the Indian financial system. Kotak Mahindra aims at the promotion of new industries; modernization of existing industries and providing financial services. With the growth of technology the Kotak bank is also providing its banking services by the means of various on line access modes such as mobile banking, any where banking etc. Thus, we all have adopted this research process so that we may able to check the customer satisfaction so that if they are facing any problem than the corrective measures are taken.

COMPANY PROFILE
Kotak Mahindra Bank
Type Industry Founded Public Financial service 1985 (as Kotak Mahindra Finance Ltd)

Headquarters
Key people

Mumbai, India
Uday Kotak (Vice Chairman) & (MD) Deposit accounts, Loans, Investment services, Business banking solutions, Treasury and Fixed income products etc. 10963 crore (US$2.0 billion)(2011)

Products
Revenue

Net income
Website

1569 crore (US$290 million)(2011)

www.kotak.com

OBJECTIVE OF STUDY
As we know objectives are the ends which help in achieving the mission. To determine the satisfaction level of investors of banking service To determine the service that investors want from banking industry. To determine the investors problem which they are facing. To gather the suggestions related to kotak Mahindra bank services. To make the people aware about the various schemes of kotak Mahindra bank.

CONSUMER BEHAVIOUR
Consumer behavior defined as, According to Walter& Pauls, Consumer behavior is a process where by individual decides what, when, where, how & for whom to purchase goods and services. According to Layman, Consumer behavior may be defined as a decision process & physical activity individual engaged in evaluating acquiring, using or disposing of goods & services.

IMPORTANCE
The importance of consumer behavior in marketing has been beautifully described in a journal titled Modern Management. Calcutta January 99 in the following words consumer behavior is a rapidly growing field of research and teaching which, in addition to considerable value of marketing managers and others who are professionally concerned with buying activity. An important reason for studying consumer behavior is evaluation of consumer groups with unsatisfied needs and desires. The essence of modern marketing concept is that all elements of business should be geared for the satisfaction of consumers.

WHY SHOULD WE STUDY CONSUMER BEHAVIOUR

Reason: Significance in daily life: Consumer behavior plays a significant role in our daily life. Much of our time is spent in market place, shopping or engaging in other activities. A large amount of time is spent in thinking about product & services. Talking to friends about them and seeing or hearing adds to them. In addition the goods we purchase and the manner in which we use them significantly influence how we live in our daily life. Application to decision making: Consumer are often studied because certain decisions are significantly affected by their behavior or expected action for this reason behavior is set to be an applied decision such activation exist at 2 different level of analysis. 1) Micro perspective 2) Societal perspective

WHY THIS PROJECT WAS UNDERTAKEN

Kotak Mahindra Bank is the bank in India which has a brand name in Moradabad. It has a newly established branch in Moradabad which was launched in January, 2006. So, as the project title suggest, the company wanted to know. The consumer awareness of all the products of Kotak Mahindra Bank in Moradabad, among potential and existing customers. Company wanted to know whether the customers are aware of products of kotak Mahindra Bank or not, and if they are aware then what they really like and dislike in all these products.

PROBLEM ENVIRONMENT
Kotak Mahindra Bank is the only bank in Moradabad, which is offering Home Banking in its accounts. Yet the bank has some areas of problem, which may pose a threat to the company ICICI Bank and SBI Bank, the main competitor of Kotak Mahindra Bank, are to step in the market of Moradabad. Kotak Mahindra Bank is new in the Moradabad market.

Kotak Mahindra Bank is not providing the CC limits on its account which is provided by other banks existing in Moradabad.

RESEARCH METHODOLOGY
RESEARCH PROBLEM The information required by the objective of the research and situation leading to research requested on the exploratory study is needed for the potential opportunity or an apparent problem. Firstly the market size was determined for which the research was to be conducted. The study was conducted to determine the market acceptability of the products of Kotak Mahindra Bank among existing and potential customer in Moradabad city. The information was collected from the businessmen in the city.

RESEARCH DESIGN
After the problem of research is defined, one is to prepare the design of research project. Question relating to decision regarding what, where, when, who and how a research constitute design. A research design is thus the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose. It is thus the conceptual structure within which research is conducted. It is the blue print for the collection measurement analysis of data.

The research design, which I choose for study, was descriptive research design.

SURVEY INSTRUMENTS
A questionnaire was originally developed to know the customer satisfaction level. This method is used so that there should be less biasness. Through questionnaire we can obtain service quality feedback from customers, their contact address and number, demographic information, including age, race, gender, educational attainment, and previous experience. This survey stressed the importance of collecting customer perceptions of service quality relating to reliability, responsiveness, competence, communication and knowing the customer. To ascertain investors perceptions of service quality, the survey included some questions related to their experiences and expectations.

ANALYTICAL TOOL USED

Graphical representation is used after determining the market acceptability of roaming current account of Bank.
SAMPLE SIZE

As I have to study both the potential customers and existing customers. Therefore I took the sample size of 100 respondents. The break up of the above is as follows:

MAJOR PLAYER IN BANKING INDUSTRY IN MORADABAD

KOTAK MAHINDRA BANK 15 ICICI BANK HDFC BANK 10 STATE BANK OF INDIA 25 U.T.I. OTHERS

30

10

10

INFERENCE:
ICICI Bank, followed by Kotak Mahindra Bank, is the major player in the banking industry in Moradabad

AWARENESS STATUS OF THE PRODUCTS OF KOTAK MAHINDRA BANK

AWARE 38 NOT AWARE 62

INFERENCE: Most of the customers were not found to be aware of the products of Kotak Mahindra Bank.

SOURCES OF AWARENESS AMONG POTENTIAL CUSTOMERS

WORD OF MOUTH 15 MARKETING EXECUTIVES 30 ADVERTISEMENTS 10 BANKS ENQUIRY COUNTER 5

INFERENCES:Marketing Executives are the most effective source of awareness among the potential customers.

MOST ACCEPTABLE FEATURE AMONG POTENTIAL CUSTOMERS

MULTICITY CHEQUES 20 HOME BANKING 30 CHANNEL SERVICES 10

INFERENCES: Home Banking is the most acceptable feature of the products of Kotak Mahindra Bank among potential customers

EXPECTATIONS OF POTENTIAL CUSTOMERS FROM KOTAK MAHINDRA BANK

INFERENCE: Cash Credit Limit by is the biggest expectation of potential customer

CONCLUSION
After ICICI BANK, State bank of India is the major player in the banking industry in the Moradabad .But KOTAK MAHINDRA BANK Received good response from the market. Most of the potential customers are not aware of the products of the Kotak Mahindra Bank. Direct selling (through marketing executives) is the most effective tools for the promotion. Home Banking and Multi city cheques is the most appreciated features of the current and saving account of the Bank. Absence of cash credit limit is the major drawback of current account. Relationship with the existing Bank of potential customer is the major loopholes that hinder the success of the products of Kotak Mahindra Bank. Most of the existing customers are satisfied with the products of Kotak Mahindra Bank

SWOT ANALYSIS
STRENGTHS Kotak Mahindra Bank has a reputed brand name in Moradabad. Kotak Mahindra Bank is the one of the Bank in Moradabad, which is offering third party transaction. Kotak Mahindra Bank is the one of the Bank in Moradabad, which is offering Home banking Good bank image. Well-trained and experienced workers. WEAKNESSES Kotak Mahindra Bank is not offering, Cash credit limit Moradabad branch. Product range is very high which is found the major weakness of the Products of Kotak Mahindra Bank. After sales services are not satisfactory in some segment.

Few ATMs are available in the city.

Kotak Mahindra Bank is a launched branch in Moradabad. newly

THREATS

OPPORTUNITIES

Other main competitor of Kotak Mahindra Bank like ICICI HDFC Bank, SBI ICICI is the major player found in Moradabad is to offer anywhere banking in Moradabad. Higher growth for competitor Banks. Better facilities provided by the competitor to their customer.

A huge number of potential customers are found unaware of the products of Kotak Mahindra Bank and if they get aware, could appear as a current and saving account of Kotak Mahindra Bank and if they are get aware, could appear as a very good opportunity to the bank.

LIMITATIONS
Un co-operative behavior & negative attitude of the clients. Lack of free time from the point of view of clients. Artificial behavior & lack of knowledge of respondents. Lack of source of information. Lack of trust & confidence in respondents. Environment conditions due to high temperature & humidity. Because of the electricity problem too much time was consumed in the preparation of the report.

RECOMMENDATIONS
Bank should smoothen its functioning. Bank should maintain a good and long relationship with its customers. Bank should offer cash deposit limit in Moradabad. Bank should hire more marketing executive to get customer aware of the products of Kotak Mahindra Bank. Bank should expand its network. Bank relation program should be held at regular interval. Bank Should send mail as well as e-mails on time.

PRESENTED BY

KAZMI UZAIR SULTAN

ROLL NO-11 MBA W 64 EN.NO- GB1575