A Project Report On: Customer Preference & Attributes Towards Saving-Account

Customer preference & attributes towards Saving Account of HDFC Bank
A project report on
“Customer preference &
Attributes towards saving-Account”
In
Prepared by:
ABINASH KUMAR
IIBS Business school
Bangalore
A project report on
“Customer preference &
Attributes towards saving-Account”
In
BY
Abinash Kumar
MBA
IIBS Business School
Under the guidance of
Mr. Srinivas Acharya (Sale Manager, HDFC Bank,

Bangalore)
&
Prof.N.S.R. Murthy (IIBS Business School)
During the Academic Year (2008-2010)
A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENT OF MBA PROGRAMME OF IIBS BUSINESS
SCHOOL
Acknowledgements
If words are considered to be signs of gratitude then let these words Convey
the very same. giving necessary directions on doing this project to the best of
my abilities.
I am highly indebted to Mr. Srinivas Acharya (Sale
Manager,., Branch Manager, who provided me with the necessary

information and also for the support extended out to me in the completion
of this report and his valuable suggestion and comments on bringing out this
report in the best way possible.
Abinash Kumar
CHAPTER 1 INTRODUCTION ………………. ………………………..3-11

1.1 General Introduction ………………………………………………………..3
1.2 Industry Profile……………………………………………………………… 3
a. Origin and Development of the industry……………………………4
b. Growth and Present Status of the industry………………………...6
c. Future of the industry ………………………………………….…….9
CHAPTER 2 PROFILE OF THE ORGANISATION…………………..12-29
2.1 Origin of the Organization …………………………………………….. 13
2.2 Growth and Development of the Organization ……………………… 14
2.3 Present Status of the Organization ………………………………. 17
2.4 Functional Departments of the Organization ……………………... 19
2.5 Organization Structure and Organization Chart ……………………..22
2.6 Product and Service Profile of the Organization Competitors …….. 24
2.7 Market Profile of the Organization 28
CHAPTER 3 STUDY OF SELECTED RESEARCH PROBLEM … 34- 47
4.1 Statement of Research Problem………….. ……………………………35
4.2 Statement of Research Objectives ..……………………………...... .35
4.3 Research Design and Methodology………………………………… 35
4.4 Analysis of Data ………………………………………………. . 38
4.5 Summary of Findings …………………………………………………… 46

CHAPTER 4 SUMMARY AND CONCLUSIONS …………………. 48- 52
5.1 Summary of Learning Experience………………………………….. 50
5.2 Conclusions and Recommendations …………………………………. 50
APPENDIX ……………………………………………………………………………….52
BIBLOGRAPHY………………………………………………………………………….56
CHAPTER-1
INTRODUCTION
General Introduction:-
The project was carried out for understanding the customer preference &
attributes towards saving Account of HDFC Bank and its market
potential.HDFC Bank was established in the year 1994, they are old
player in banking sector, The bank has two principle client segments –
customer and asset management. The bank follows values such as –
Integrity, teamwork, respect, professionalism, & Mission. The segment of
bank we are considering here is- Corporate banking. The product out of
which have chosen for research is Saving Accounts. This research helps
us in finding out the customers view regarding the product and Services
offered by the HDFC bank and awareness by promotion and also
identifying the market potential of the product offered by the HDFC
bank.
1.2 Industry Profile:-

a.) Origin and development of the industry:-
Banking in India originated in the first decade of 18th century. The first banks
were The General Bank of India, which started in 1786, and Bank of
Hindustan, both of which are now defunct. The oldest bank in existence in
India is the State Bank of India, which originated in the "The Bank of Bengal"
in Calcutta in June 1806. This was one of the three presidency banks, the
other two being the Bank of Bombay and the Bank of Madras. The presidency
banks were established under charters from the British East India Company.
They merged in 1925 to form the Imperial Bank of India, which, upon India's
independence, became the State Bank of India. For many years the
Presidency banks acted as quasi-central banks, as did their successors. 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.
A couple of decades later, foreign banks such as 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.

First of all we must note the fact that these institutions have changed very
much in character since their origin, and consequently nowadays perform
many functions unknown to those of former times. The first banks seem to
have arisen in connection with the business of exchanging money. In ancient
times and especially in the Middle Ages the varieties of coins were greater
even than at the present day, and they were much less perfectly and honestly
minted. Specialists were, therefore, required to determine their exact value
and equivalence and to exchange coins of one mintage for those of another,
and their BANK were in great demand at fairs and other places where
merchants of different nations met forpurposes of trade. Inasmuch as they
kept their boxes or chests of coins on benches or "banken," the name bankers
came to be applied to them. On account of their technical knowledge and the
fact that they were obliged constantly to keep on hand considerable quantities
of the precious metals, this business in the early Middle Ages was usually
carried on by goldsmiths, but later it was sometimes assumed by the
governments of large commercial cities, as, for example, by Amsterdam in
1609, by Hamburg in 1619, and by Nurnberg in 1621. Of these latter the Bank
of Amsterdam was the most important and may be regarded as typical of
these early institutions.
From the earliest times also, bankers have been the chief agents through
which foreign exchanges have been conducted. As dealers in coin and bullion
they had international connections and a knowledge of international affairs not
possessed by other merchants, and were, therefore, in a position to undertake
the settlement of international accounts by means of orders drawn on bankers
in other countries or other cities with whom they had regular business
transactions. As keepers of other people's money they also promoted saving,
and banks thus became in time the chief savings institutions of the country.
b. Growth and present status of the industry:-
Currently (2009), 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 M&As, takeovers, and asset sales.
In March 2006, the Reserve Bank of India allowed Warburg Pincus to increase
its stake in Kotak Mahindra Bank (a private sector bank) to 10%. This is the
first time an investor has been allowed to hold more than 5% in a private
sector bank since the RBI announced norms in 2005 that any stake exceeding
5% in the private sector banks would need to be vetted by them.

Currently, India has 88 scheduled commercial banks (SCBs) - 27 public sector
banks (that is with the Government of India holding a stake)after merger of
New Bank of India in Punjab National Bank in 1993, 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
Introduction of many more products and facilities in the banking sector in its
reforms measure. In 1991, under the chairmanship of M Narasimham, a
committee was set up by his name which worked for the liberalization of
banking practices.
The country is flooded with foreign banks and their ATM stations. Efforts are
being put to give a satisfactory service to customers. Phone banking and net
banking is introduced. The entire system became more convenient and swift.
Time is given more importance than money.
In 1995, the Brookings Institution published a paper entitled “The
Transformation of the U.S. Banking Industry: What a Long, Strange Trip It’s
Been.” Using a breathtaking array of facts and figures, the paper described in
great detail the dramatic changes that had occurred in the U.S. commercial
banking industry over the 15 years from 1979 to 1994. The banking industry
was transformed during that period, according to the paper (p. 127), by “the
massive reduction in the number of banking organizations; the significant

increase in the number of failures; the dramatic rise in off-balance sheet
activities; the major expansion in lending to U.S. corporations by foreign
banks; the widespread adoption of ATMs; . . . and the opening up of interstate
banking markets.” The paper went on to explain that most of these major
changes in banking could be traced to two developments: (1) the
extraordinary number of major regulatory changes during the period, from
deposit deregulation in the early 1980s to the relaxation of branching
restrictions later in the decade; and (2) clearly identifiable innovations in
technology and applied finance, including improvements in information
processing and telecommunication technologies, the securitization and sale of
bank loans, and the development of derivatives markets. Other research
would later confirm the paper’s assessments and its explanation of the course
of events in the banking industry over the period 1979–1994.
Over the two decades 1984–2003, the struct
ure of the U.S. banking industry indeed underwent an almost unprecedented
transformation—one marked by a substantial decline in the number of
commercial banks and savings institutions and by a growing concentration of

industry assets among a few dozen extremely large financial institutions. This
is not news. As mentioned above, the decline in the number of banking
organizations has been ongoing for more than two decades and has been well
documented in the literature.3 Nevertheless, a brief overview will serve to
clarify both the scope of the decline and the increasing concentration of
assets among the nation’s largest banking organizations
At year-end 1984, there were 15,084 banking and thrift organizations (defined
as commercial bank and thrift holding companies, independent banks, and
independent thrifts). By year-end 2003, that number had fallen to 7,842—a
decline of almost 48 percent (figure 1). Distributed by size, nearly all the
decline occurred in the community bank sector (organizations with less than
$1 billion in assets in 2002 dollars), and especially among the smallest size
group (less than $100 million in assets in 2002 dollars). Yet the community
banking sector still accounts for 94 percent of banking organizations

c. Future of the industry:-
The burden of reporting and other regulatory requirements will fall heavily and
disproportionately on small banks unless remedial action is taken. Further
advances in information technology will permit the development of new
products, BANK, and risk-management techniques but may also pose
important competitive and supervisory issues. Nonbank entities will continue
to
offer bank-like products in competition with banks, raising anew the question
of whether banks are still “special” and, more fundamentally ,whether banks
are sufficiently different from nonblank firms to justify the maintenance of a
safety
net for banks. It is useful, therefore, to try to chart the course of the banking
industry in the next five to ten years and to consider what policy issues the
industry and regulators will face. The authors of this study do not pretend to be
clairvoyant. They are mindful of the many financial predictions that were
once offered with confidence but turned out to be wrong or premature. This
study is perhaps best described as an exercise in strategic thinking. Its
approach is to analyze what has happened in the recent past, consider in
detail reasons for expecting recent trends to continue or to change, and draw
the consequences for bank and regulatory policies. As always, uncertainties
abound, and
events that may now appear fairly improbable may in fact shape the future.
This paper closeswith a discussion of a number of such possible events. The
future-of-banking study addresses three broad questions:
1. What changes in the environment facing banking can be expected in the
next five to ten years?
2. What are the prospects for different sectors of the banking industry in this
anticipated environment? Because the banking industry is not monolithic and
different segments of the industry have, to some degree, different
opportunities and vulnerabilities, the study considers separately the prospects
for large, complex banking organizations; regional and other midsize banks;
community banks; and limited-purpose banks.
3. What policy issues are the industry and regulators likely to face in the years
ahead?
History of the company

1994
- The Bank transacts both traditional commercial banking as well as

investment banking. HDFC, the promoter of the bank has entered
into an agreement with National Westminister Bank Pc. and its
subsidiaries (Natwest Group) for subscribing 20% of the banks
issued capital and providing technical assistance in relation to the
banks proposed banking business.
1995 .
- On 16.1.1995, 90,79,930 No. of equity shares were allotted to

Jarrington Pte. Ltd. Another 400,00,000 equity shares were allotted
on private placement basis to Natwest Group on 9.5.1995.
500,00,000 shares were allotted to the public on 9.5.95 (all were
taken up).
- The Bank opened its first branch in Ramon House at Churchgate,

Mumbai on January 16th.
- The Bank has created an efficient operating system using well

tested state-of-the-art software.
1996
- HDFC Bank has set up a state-of-the-art dealing room to handle all

transactions possible in Indian financial markets.
- The Certificates of Deposits were awarded a PP1+ rating which is

the highest rating for short term instruments indicating superior
capacity for repayment.
1997
- The bank has also recently signed up as a depository participant,

under the newly set up NSDL, wherein the members clearing
accounts settlement for dematerialized shares can be done through
the bank.
- HDFC Bank, one of the nine new-generation private sector banks,

has planned to set up an all-India on-line automated teller machine
(ATM) network.
- HDFC Bank proposed to launch tele-banking for the first time in

June in Mumbai at its Chandiveli branch.
- HDFC Bank has drawn up plans to become a niche player in

corporate banking by sticking to top-rung corporates.
- HDFC Bank has become the first private sector bank to conclude a
structured interest rate option deal.
- HDFC Bank has launched its Versova branch, the 11th branch in
Mumbai.
- HDFC Bank, as part of its expansion plans in the South, has opened
another branch in Chennai.
- HDFC Bank has entered into strategic alliances with 10 overseas

banks to provide customers with a wide range of derivatives
including interest rate and foreign currency swaps.
- HDFC Bank on October 14 introduced ATMs that converse in a

regional language.
- HDFC Bank has introduced the Freedom Account for the average
retail customer located in the major metros as a means to wean
away the middle-income market from nationalised banks.
- HDFC Bank has launched an account in all its 28 branches across

India that seeks to free depositors from minimum balance
requirement, for the first time in the country.
1998
- The bank has also entered into `Cirrus' arrangements by which all
master card holders across the globe will be able to transact at
HDFC Bank in India.
- The bank will also provide phone-banking facility in Bangalore.

HDFC has tied up with Visa International to offer its Debit Card. -
HDFC Bank Ltd has entered into a memorandum of understanding
for a strategic business collaboration with Chase Manhattan Bank.
- HDFC Bank has become the first bank in India to link up its
automated teller machine (ATM) network with all the three major
payment systems world-wide.
- HDFC Bank will be the first bank in the Asia-Pacific region to

connect the American Express (Amex) payment system.
- The HDFC Bank is expanding its ATM network to connect to

American Express Interchange based in Phoenix, Arizona, USA. With
this connectivity, HDFC Bank has become the first bank in the Asia-
pacific region to connect to the Amex Interchange.
- HDFC Bank was the first to sign up with AMEX in December of

1998.
- The Bank has tied up with ITC Threadneedle Mutual Fund to

provide its investors with the High Interest Fund (HIF), a facility to
encash their units through the bank's Automated Teller Machines in
addition to a cheque book facility also to be provided by the bank.
- Sony India Ltd (SIL) has joined hands with HDFC Bank to work out
an innovative car finance package under which a sony car audio
system would be installed to a new car for no additional upfront
cash outflow.
- The bank has decided to issue 1,33,10,000 equity shares of Rs. 10

each to HDFC and a wholly-owned subsidiary of it at a price of Rs. 94
per share.
- The bank will also issue 13,70,000 equity shares to India Private
Equity Fund and 51,20,000 shares to Indocean Financial Holding, the
two equity funds controlled by Chase Manhattan Bank.
2000
- HDFC Bank entered into a tie-up with Telco by which the bank
would provide preferential financing options for Tata's range of
passenger cars including the Indica, Sumo, Safari, Estate and Sierra.
- HDFC Bank allotted 1.98 crore shares of Rs 10 each at an issue

price of Rs 94 per share to promoters and strategic investors on
March 29.
- HDFC Bank is also set to become the first bank in the country to
offer wireless application protocol (WAP) services to customers.
- SkyCell Communications Ltd, one of the two cellular service

providers in Chennai, has launched `Sky Banking', for which the
company has tied up with ICICI Bank and HDFC Bank.
- The bank has tied up with 12 utility companies nationwide

including BSES, MSEB, BEST, Orange, BPL and MTNL.
- The Bank has tied up with financial portals, e-brokerages and the
National Stock Exchange to enable broker payments for e-broking
ventures. - The Bank has set up 100 new electronic data
- HDFC Bank, in association with cellular service provider Orange,

has launched the entire range of mobile banking services and
mobile commerce services using wireless application protocol (WAP)
technology.
- The Company has introduced a new scheme whereby it will provide

loans to individuals for payment of self assessment tax on their
properties in Bangalore.
- The Foreign Investment Promotion Board has cleared the proposal

of the HDFC Group to enter into a joint venture with Singapore
Telecom's e-commerce company for providing a comprehensive
range of business-to-business e-commerce solutions to companies in
India.
- The Company proposes to pick up an equity stake in Softcell Trade

and Technologies Ltd., a Mumbai-based software company.
- BPL Mobile has tied up with HDFC Bank to offer Internet banking
through the mobile phone.
- HDFC Bank launched `Instant Car Loans' a new scheme for offering
customers a range of net-enabled loan products.
- HDFC Bank launched depository services on the net.
- HDFC Bank tied up with NSE.IT, a wholly owned subsidiary of the

National Stock Exchange, for providing payment gateway services
for the latter's Internet trading operations.
- HDFC Bank has been identified as the best domestic commercial

bank for the second consecutive year by FinanceAsia.com, which
provides a network for financial decision makers.
- The Mumbai-based Geojit Securities Ltd. has tied up with HDFC

Bank for Internet trading of shares.
- Calcutta's cellular services provider Modi Telstra, and HDFC Bank

have entered into a collaboration to provide mobile commerce in
Calcutta.
- HDFC Bank has got the Kerala-based Nedungadi Bank as its first
customer for its new joint venture company with I-Flex Solutions.
- HDFC Bank has set a target of attaining a business of over Rs

15,000 crore this fiscal mainly through expansion and new product
launches, including a credit card.
- HDFC Bank, in association with Tata Cellular, has launched Mobile

Commerce Service, for customers in Hyderabad and Vishakaptnam.
- HDFC Bank has tied up with about 25 equity brokerages for

enabling third party transfer of funds and securities through its
business-to-business portal -- `e-Net'.
- The Bank has entered into an alliance with Deloitte Haskins and
Sells, a member firm of Deloitte and Touch, to offer banking services
to its non-resident Indian customers.
- HDFC Bank has launched its 123rd outlet at Delhi Stock Exchange
building at Asaf Ali Road.
- The Bank proposes to acquire up to 24.5 per cent stake in the MIEL
e-Security Pvt. Ltd., which is engaged in the business of developing
and marketing of security products and services for a range of e-
commerce and enterprises security applications.
- The Bank has tied up with Rajan Raheja-owned Hathway for

providing banking at home as part of the Net-over-cable initiative of
the latter in Mumbai. - HDFC Bank launched its on-line bill
payment facility in alliance with the Maharashtra State Electricity

Board has also begun to offer bridge loans against fixed deposits of
parent Housing Development Finance Corporation the financial
institution.
- HDFC Bank has tied up with portal brainvisa.com to retail

education loans to students. - The Gujarat Cellular operator Fascel,
has signed up with the HDFC Bank to introduce mobile commerce
for the first time in the State.
- HDFC Bank has tied up with BPL Mobile for mobile commerce
facility.
- CricketNext.com, a sports e-commerce site has tied up with HDFC

Bank to provide an on-line payment gateways and marketing
opportunities for a wide range of cricket sports gear on its on-line
shop BatNext.
- Singapore-based Growasia.com has entered into an understanding

with HDFC Bank and credit rating agency Icra, for picking up equity
in the company's Indian subsidiary Gasia.com.
- The Bank has launched `Freedom - The e-Age Savings Account' for
cellular phone users.
- Spice Cell has tied up with Citibank N A, HDFC Bank and ICICI Bank
for mobile bill settlements.
- HDFC Bank and Cosmos Bank launched a co-branded ATM card.

- The Chatterjee Group-promoted Captech Online Ltd. has signed

memorandum of understanding with HDFC Bank and UTI Bank for
setting up a payment gateway for its debt negotiation platform,
Riskxpress.com.
- HDFC Securities Ltd., promoted by the HDFC group with equity

participation from the Housing Development Finance Corporation
Ltd., HDFC Bank and Chase Capital Partners, has launched its
brokerage services for retail investors in the Capital.
- The HDFC Bank and Airtel launched their mobile-banking service

through WAP in Delhi.
- HDFC Bank will launch its credit card in June through link-ups with
MasterCard and Visa.
- LTtrade.com has entered into a strategic tie-up with HDFC Bank to

provide Net banking services to online investors.
- Standard Chartered Bank, HDFC Bank and Bharat Petroleum

Corporation have joined the eCash Forum which has been set up by
the Smart Card Forum of India.
- HDFC Bank has launched a new campaign for its eage savings
account.
- The Bank has opened four ATMs outlets in Bangalore at Coles

Road, RT Nagar, Rajaji Nagar and Jaya Nagar on March 26.
- HDFC Standard Life Insurance has launched a `Development

Insurance Plan' a low cost life insurance product developed
specifically to meet the needs of economically weaker sections.
- Two Directors, Mr. S.S. Thakur and Mr. Amit Judge, have resigned
from the board of the bank effective from March 30.
2002
- HDFC Bank launched its 9th branch in Karnataka.
- HDFC opens its branch in Mangalore.
- HDFC Bank unveils Silver card in Hyderabad.
- HDFC Bank opens first overseas representative office.
- HDFC Bank unveils gold card
- Mediclaim facilities to HDFC Bank gold cardholders.
- HDFC Bank Ltd has informed BSE that Mr Deepak Satwalekar has
submitted his resignation as Director of the Bank. The Board of
Directors has accepted the same. The Board of Directors has co-
opted Mrs Renu Karnad as Additional Director of the Bank.
- Mrs. Renu Karnad has been co-opted as an Additional Director of

the Bank. Mrs Karnad shall represent the promoters of the bank i.e.
HDFC Ltd. Also Mr. Deepak Satwalekar, Managing Director of HDFC
Standard Life Insurance Company Ltd, has been on the Board of the
Bank as nominee of HDFC Ltd since September 12, 1994 and shall
complete the period of 8 yrs before the next scheduled board
meeting. In view of the provisions of the Banking Regulation Act,
1949, Mr. Satwalekar has submitted his resignation as Director of
the Bank and the Board has accepted the same.
- HDFC Bank launched new products to its wealth management

programme to increase its customer base. The bank introduced a
non-interactive product named "Financial Planner", which would be
available for all its customers for an annual fee starting from Rs
10,000. The bank is offering fee based advisory programme to the
"mass affluent" segment, which was earlier offered to high net
worth customers. The wealth management programme would cater
to individual needs taking into account various factors such as
customer's age, financial goals and risk profile, which includes
equity, MFs and debt instruments such as RBI Relief Bonds.
- Orange JV with HDFC Bank.
2000
- EPFO JV with HDFC Bank for its pension distribution.
- HDFC enters into agreement with HDFC Bank to source housing

loans.
- HDFC Bank, IRCTC in tie up for online railway booking.
- HDFC Bank inks pact with ANB for remittance service
- HDFC Bank introduces 'HDFC Bank Health Plus Credit Card'.
- Uma Krishnan resigns HDFC Bank as country head.
- Escotel ties up with HDFC Bank for Global Debit Card.
- HDFC Bank launches India's first mobile payment solution.
- HDFC Bank's debt programme of Rs 400-crore has received triple A

(ind) rating from CREDIT rating agency FITCH.
-Mumbai - HDFC Bank in collaboration with Tally Solutions is

planning to launch electronic data interchange (EDI) system for
small and medium enterprises (SMEs).
-Warburg Pincus sells 2% stake in HDFC for Rs 235 cr
- HDFC Bank began selling home loans of its promoter Housing

Development Finance Corporation (HDFC).
2004
-Mr Ranjan Kapur & Mr Bobby Parikh appointed as Additional

Directors
-HDFC Bank repurchases HDFC loans worth Rs 208 cr

-Launches Quickremit, a unique online service that enables NRIs in

the US to send money to their relatives in India from the comfort of
their homes.
-Andhra Bank has entered into an alliance with HDFC Bank for
sharing its network of automated teller machines (ATMs). On March
29, 2004
- HDFC Bank and Bahraini Saudi Bank (BSB) have announced an

alliance to cater to service the needs of the non-resident Indians
(NRIs) in Bahrain.
- HDFC bank Ltd has informed that Dr (Mrs) Amla Samanta has
ceased to be a director of the Bank with effect to April 25, 2004.
- HDFC Bank launches new scheme for Maruti 800 buyers, providing
85 per cent finance on the on-road price of the car for seven years.
-HDFC Bank wins Asiamoney award for Best Domestic Bank
-HDFC Bank managing director Aditya Puri has been awarded the
management man of the year by the Bombay Management
Association (BMA)
-HDFC Bank has entered into an agreement with Shrachi Securities

Ltd, the flagship company of the Kolkata-based Rs 300-crore Shrachi
Group, for financing of multi-utility vehicles all over India
-HDFC Bank has launched an online bill payment facility for its
customers who are also subscribers to Tata Teleservices
2005
-HDFC Bank inaugurates first ATM in Hotel

- HDFC Bank launches loyalty rewards programme for its debit and
credit cardholders under the name InstaWonderz.
-HDFC Bank along with MasterCard International launched credit

card targeted at small and medium-sized enterprises
-HDFC Bank has tied up with US-based WL Ross and company LLC
for investing in corporate restructuring
-HDFC Bank unveils credit card for farmers
2006
-HDFC sets up two more branches in AP
CHAPTER-2
PROFILE OF THE
ORGANISATION
2.1 Origin of the Organization:-
Housing Development Finance Corporation Limited, more popularly known as
HDFC Bank Ltd, was established in the year 1994,
as a part of the liberalization of the Indian Banking Industry by
Reserve Bank of India (RBI). It was one of the first banks to receive an 'in
principle' approval from RBI,
for setting up a bank in the private sector. The bank was incorporated with the
name 'HDFC Bank Limited', with its registered office in Mumbai. The following
year, it started its operations as a Scheduled Commercial Bank.
HDFC Bank Limited. The Group's principal activities are to provide banking
and other financial BANK. The Group operates through four segments:
Treasury, Retail Banking, Wholesale Banking and Other Banking Business.
The Treasury BANK segment consists of net interest earnings on investments
portfolio of the bank and gains or losses on investment operations. The Retail
Banking segment serves retail customers through a branch network and other
delivery channels. This segment raises deposits from customers and makes
loans and provides advisory BANK to customers. The Wholesale Banking
segment provides loans and transaction BANK to corporate and institutional
customers. The Other Banking Operations segment provides BANK relating to
credit cards, debit cards, third party product distribution and primary
dealership business and other associated costs. The Bank was Incorporated on
30th August 1994. A new private sector Bank promoted by housing Development Corporation
Ltd. (HDFC), a premier housing finance company. The bank is the first of its kind to receive
an in-principle approval from the RBI for establishment of a bank in the
private sector. Certificate of Commencement of Business wasreceived on
10th October 1994 from RBI. The Bank transacts both traditional commercial
banking as well as investment banking. HDFC, the promoter of the bank has
entered into an
agreement with National Westminister Bank Pc. and its subsidiaries (Nat west
Group) for subscribing 20% of the banks issued capital and providing technical
assistance in relation to the banks proposed banking business.
2.2 Growth and Development of the Organization:-
1994.
On 16.1.1995, 90,79,930 No. of equity shares were allotted to Jarrington Pte.
Ltd. Another 400,00,000 equity shares were allotted on private placement
basis to Natwest Group on 9.5.1995. 500,00,000 shares were allotted to the
public on 9.5.95 The Bank opened its first branch in Ramon House at
Churchgate, Mumbai on January 16th.

The Bank has created an efficient operating system using well tested state-of-
the-art software.
1995
70 No. of equity shares issued to subscribers to the Memorandum &Articles of
Association on 30th August 1994. On the same date 500,00,000 equity
shares were allotted to HDFC promoters. 509,20,000 shares were allotted to
HDFC Employees Welfare Trust and HDFC Bank Employees Welfare Trust on
22nd December,
1996
HDFC Bank has entered the banking consortia of over 50 corporates,
including some leading multinational companies, flagship companies of local
business houses and strong public sector companies.
HDFC Bank has set up a state-of-the-art dealing room to handle all
transactions possible in Indian financial markets.
The Certificates of Deposits were awarded a PP1+ rating which is the highest
rating for short term instruments indicating superior capacity for repayment.
2001
- The Bank has opened its first branch in Aurangabad. HDFC Standard Life
Insurance has entered into a memorandum of understanding with the
Chennai-based Indian Bank. The Bank has launched the international Maestro
debit card inassociation with Master Card. HDFC Bank will launch its credit
card in June through link-ups with MasterCard and Visa.LTtrade.com has

entered into a strategic tie-up with HDFC Bank to provide Net banking BANK
to online investors. Standard Chartered Bank, HDFC Bank and Bharat
Petroleum Corporation have joined the eCash Forum which has been set up
by the Smart Card Forum of India. HDFC Bank has launched a new campaign
for its eage savings account. HDFC Bank entered into a strategic tie-up with
Tally Solutions Pvt. Ltd. to offer online real time accounting BANK to small and
Medium enterprises.
Today HDFC Bank has 1,412 branches and over
3,295 ATMs, in 528 cities in India, and all branches of the bank are linked on
an online real-time basis. ] As of September 30, 2008 the bank had
total assets of INR 1006.82 billion. For the fiscal year 2008-09, the bank has
reported net profit of Rs.2,244.9 crore, up 41% from the previous fiscal. Total
annual earnings of the bank increased by 58% reaching at Rs.19,622.8 crore
in 2008-09.
2.3 Present Status of the Organization:-
March 2007 March 2008 March 2009
Citied 228 316 452
Branches 535 684 1412
ATMs 1323 1605 3275

Housing Development Finance Corporation Limited, more popularly known as
HDFC Bank Ltd, was established in the year 1994, as a part of the
liberalization of the Indian Banking Industry by Reserve Bank of India (RBI). It
was one of the first banks to receive an 'in principle' approval from RBI, for
setting up a bank in the private sector. The bank was incorporated with the
name 'HDFC Bank Limited', with its registered office in Mumbai. The following
year, it started its operations as a Scheduled Commercial Bank. Today, the
bank boasts of as many as 1412 branches and over 3275 ATMs across
India. Amalgamation
In 2002, HDFC Bank witnessed its merger with Times Bank Limited (a private
sector bank promoted by Bennett, Coleman & Co. / Times Group). With this,
HDFC and Times became the first two private banks in the New Generation
Private Sector Banks to have gone through a merger. In 2008, RBI approved
the amalgamation of Centurion Bank of Punjab with HDFC Bank. With this, the
Deposits of the merged entity became Rs. 1,22,000 crore, while the Advances
were Rs. 89,000 crore and Balance Sheet size was Rs. 1,63,000 crore.
Head Office
HDFC Bank
Ramon House, 169, Backbay Reclamation,
H T Parekh Marg, Churchgate
Mumbai - 400020
Phone: +91 (22) 66316000, 66636000, 66316060
Fax: +91 (22) 22048834
Website: www.hdfc.com
Tech-Savvy
HDFC Bank has always prided itself on a highly automated environment, be it
in terms of information technology or communication systems. All the braches
of the bank boast of online connectivity with the other, ensuring speedy funds
transfer for the clients. At the same time, the bank's branch network and
Automated Teller Machines (ATMs) allow multi-branch access to retail clients.
The bank makes use of its up-to-date technology, along with market position
and expertise, to create a competitive advantage and build market share.
Capital Structure
At present, HDFC Bank boasts of an authorized capital of Rs 550 crore (Rs5.5
billion), of this the paid-up amount is Rs 424.6 crore (Rs.4.2 billion). In terms
of equity share, the HDFC Group holds 19.4%. Foreign Institutional Investors
(FIIs) have around 28% of the equity and about 17.6% is held by the ADS
Depository (in respect of the bank's American Depository Shares (ADS)
Issue). The bank has about 570,000 shareholders. Its shares find a listing on
the Stock Exchange, Mumbai and National Stock Exchange, while its
American Depository Shares are listed on the New York Stock Exchange
(NYSE), under the symbol 'HDB'
2.4 Functional Departments of the Organisation:-

The functional departments of the organization consists of the HR department,
the administrative department and the executive department. The HR
department of the organization consists of the people who employ the Persons
who they think would be able to do justice with the job handled.The
administrative department of the organization consists of the director and the
manager of the organization. They preside the organization and control all the
operations of the organization such that the organization could run in a smooth
and effective manner. The executive department of the organization consists
of the various employees Who execute the job undertaken by them. The
employees consists of the team leaders, the Corporate financial consultants,.
the telecallers, various staffs and junior staffs who are the main structural
framework of the organization. The organization thus runs with the effective
coordination of the HR department, the administrative department and the
executive department such that the supervisors of the organization preside
over the subordinate employees to give them directions about fulfilling their
works most efficiently and effectively. Technical Consultancy Department: The
Technical Consultancy Department is responsible for technical appraisal of
industrial projects. The mission of the division is aimed towards the verification
of the technical viability of industrial projects and assisting the Funds
management in taking the decisions that require technical expertise.
Moreover, it is responsible for conducting technical studies and rendering
technical consultancy BANK to certain industrial sectors for the purposes of
investigating modern technologies and productivity levels for local
manufacturing plants.
H R Department:
HDFC Human Resources department plans and direct for the employee
population as well as they are having the following functions as:-
 Hiring
 Promotions
 Reassignments
 Position classification and grading
 Salary determination
 Performance appraisal review and processing
 Personnel data entry and records maintenance
 Policy development
 Work permitting immigration visa program
 Workers’ compensation
Finance Department:
The Finance Manager is responsible for all aspects of the accounting and
financial administration of the HDFC, the supervision of the implementation of
the HDFC financial policies, directives and procedures and the initiation of the
financial plans within the guidelines of HDFC The department contains
several distinct sections, each of which is responsible for a proportion of the
activities taking place within the finance department.
Marketing Consultancy Department:
The Marketing Consultancy Department plays and important role within the
Fund as it studies and analyzes marketing information in order to build solid
base for management decisions. The division also assists projects sponsors in
formulating solid marketing strategies to improve their industries and
strengthen their position in the local and international markets.
Research Department:
The Research Department is having the capacity to act through four
composing units i.e., the market research unit, economic studies unit, and
statistical studies unit. It is the mission of the division to provide support BANK
for information and consultancy to the senior management and division in the
areas of economic, statistical and marketing information and consultancy
through data analysis, processing of economic and statistical data, market
research studies and publishing related periodical reports.
2.5 Organization Structure and Organization Chart:-
The organization structure of the company HDFC is such that it comprises of
the departments and the employees in the hierarchical order so that they are
able to perform their functions and duties smoothly and effectively doing their
job in a manner in which it should be done. The organization is headed by the
administrative department which coordinates and controls the executive
department. The executive department is a link from the top and the bottom
comprising of the lower level employees such that they work together to fulfill
the common objective of getting business from the persons who get in touch
with them and see to it that they are provided with the best of the BANK which
constitute giving financial advise to providing Account to the customers. The
lower level employees and the corporate financial consultants work together to
see to it that the database for providing financial BANK to sufficient number of
people is made .They work together to see to it that this database is followed
and worked upon such that more and more number of people get themselves
avail the financial BANK of the organization. Team leaders who form the part
of the administrative department of the Organization make sure that the clients
that turn up for the financial BANK are dealt with most efficiently and
effectively.
The organizational structure is well planned out and it follows a simple format
which is follows:
Organization Chart:-
Each team lead has a team comprising only of both senior as well as junior
market research analyst who aid the team lead in the entire market research
process as it has been discussed previously. This is the basic organizational
structure followed by HDFC BANK.

2.6 Product and service profile of the organization:-
HDFC Bank offers a bunch of products and services to meet the every need of
the people. The company cares for both, individuals as well as corporate and
small and medium enterprises. For individuals, the company has a range
accounts, investment, and pension scheme, different types of loans and cards
that assist the customers. The customers can choose the suitable one from a
range of products which will suit their life-stage and needs. For organizations
the company has a host of customized solutions that range from Funded
services, Non-funded services, Value addition services, Mutual fund etc.
These affordable plans apart from providing long term value to the employees
help in enhancing
Goodwill of the company. The products of the company are categorized into
various sections which are as follows:
Personal Banking
Savings Accounts
Salary Accounts
Saving Accounts
Fixed Deposits
Demat Account
Safe Deposit Lockers
Loans
Credit Cards
Debit Cards
Prepaid Cards
Investments & Insurance
Forex Services
Payment Services
NetBanking
InstaAlerts
MobileBanking
InstaQuery
ATM
PhoneBanking
NRI Banking
Rupee Savings Accounts
Rupee Saving Accounts
Rupee Fixed Deposits
Foreign Currency Deposits

Accounts for Returning Indians
Quick remit (North America, UK, Europe, Southeast Asia)
India Link (Middle East, Africa)
Coequal Lock Box
In today’s world many companies have emerged who have taken a serious
note on the importance of market research and he advantages of using it for
the better growth and development of the company. Hence, our competitors
are those company’s who are in the market research and development field as
well as the consultancies, since they also make use of market research and
business developers.
The products and BANK of our competitors are as follows:
A. Customer Satisfaction Analysis:
Customer analysis involves gathering data about the customers and their
characteristics. They also conduct tailored customer satisfaction surveys to
gauze customer satisfaction.
B. Risk
These BANK are used by the competitors in order to gather external
information and research the possible effect on the competitiveness of
company.
C. Product Research BANK:
The conduction of extensive product research by this service helps the
competitors to find out the marketability of a product or service. The research
can be utilized to leverage the major decisions of a company on the marketing
of its products.
D. Advertising Research BANK:
Advertising research strives to gain valuable information about the effects and
reach of advertising the products in different forms of media.
Given below are the steps we follow for every assignment we
take up:
1. The timetable for the search is indicated and the search process
commences.
2. Target companies are examined, using any prior information provided by
business development executives in conjunction with sources of information
and prospective companies already known to us, augmented with original
study by our search team.
3. We maintain a regular channel of communication with the client to keep
them apprised of the results emerging.

2.7 Market profile of the organization:-
HDFC Bank Limited provides various financial products and services. It
operates in three segments: Retail Banking, Wholesale Banking, and
Treasury. The Retail Banking segment provides various deposit products,
including savings accounts, current accounts, fixed deposits, and demat
accounts. It also offers auto, personal, commercial vehicle, home, gold, and
educational loans; loans against securities, property, and rental receivables;
and health care finance working capital finance, construction equipment
finance, and warehouse receipt loans, as well as credit cards, debit cards,
depository, investment advisory, bill payments, and transactional services. In
addition, this segment sells third party financial products, such as mutual
funds and insurance, as well as distributes life and general insurance products
through its tie-ups with insurance companies and mutual fund houses. The
wholesale banking segment provides loans, non-fund facilities, and
transaction services to large corporate, emerging corporate, small and
medium enterprise, supply chain, public sector undertaking, central and state
government departments, and institutional customers. It offers deposit and
transaction banking products, supply chain financing, working capital and term
finance, agricultural loans, and funded, non-funded treasury, and foreign
exchange products. These segments services include trade services, cash
management, money market, custodial, tax collection, and electronic banking.

In addition, it provides correspondent bank services to co-operative banks,
private banks, foreign banks, and regional rural banks; and wealth
management products for non-resident Indians. The Treasury Services
segment operates primarily in areas, such as foreign exchange, money
market, interest rate trading, and equities. As of March 31, 2009, HDFC Bank
had a network of 1,412 branches and 3,295 automated teller machines in 528
cities in India. The company was founded in 1994 and is based in Mumbai,
India.
In today’s growing world everyone needs to diversify their business so as to
keep in touch with the rapid development. By analyzing the growing concerns
of the market, HDFC has clients varying from investment banking sector,
retail, web designing companies, etc. Due to this rapid development HDFC
Group has many teams working for the above mentioned sectors.
HDFC Bank began operations in 1995 with a simple mission: to be a "World-
class Indian Bank". We realized that only a single-minded focus on product
quality and service excellence would help us get there. Today, we are proud to
say that we are well on our way towards that goal.

STUDY OF
SELECTED
RESEARCH
PROBLEM
4.1 Statement of research problem:-
PROBLEM DEFINATION:
Sales Executives were with good background human being and through
rigorous process of recruitment but still not able to perform up to the
expectation level of company, HR is not able to sort out the problem why the
performance is not coming even after giving the full marketing support. The
communication technique and dealing with the customers is also a problem to
the sales
executives.
4-2 OBJECTIVES OF RESEARCH PROJECT:
RESEARCH OBJECTIVES:
 T o find out the customer preferences while opening Savings A/c.
To study brand image of the bank.
To increase the business of the bank.

4.3 Research Design and Methodology
Primary data source: All the people from different profession were personally
visited and interviewed. They were the main source of Primary data. The
method of collection of primary data was direct personal interview through a
structured questionnaire.
Secondary Data Source: It was collected from internal sources. The
secondary data was collected on the basis of organizational file, official
records, news papers, magazines, management books, preserved information
in the company’s database and website of the company.
SAMPLING PLAN:
Since it is not possible to study whole universe, it becomes necessary to take
sample from the universe to know about its characteristics.
Sampling Units: Customers
Sample Technique: Random Sampling.
Research Instrument: Structured Questionnaire.
Contact Method: Personal Interview.
SAMPLE SIZE:
My sample size for this project was 100 respondents. Since it was not possible
to cover the whole universe in the available time period, it was necessary for
me to take a sample size of 100 respondents.

RESEARCH LIMITATIONS:
It was not possible to understand thoroughly about the different marketing
aspects of the Financial Consultant within 60 days. As stipend, money was not
given it was difficult to continue the project work. All the work was limited in
some limited areas of Delhi so the findings should not be generalized. The
area of research was Delhi and it was too vast an area to cover within 60
days.
All the findings and conclusions obtained are based on the survey done in the
working area within the time limit. I tried to select the sample representative of
the whole group during my job training. I have collected data from people
linked with different profession at Bangalore.
4.4 Data Analysis
Q 1:What is your Monthly Transaction in your account ?
Monthly transactions No. of respondents % (percentage)

5-20 lakhs 28 28%
20-40 lakhs 59 59%
40 lakhs and above 13 13%
Total 100 100%
70%
Chart 1:
60%
50%
05L- 20L
40%
20L - 40L
30% 40L - Above
20%
10%
0%
05L- 20L 20L - 40L 40L - Above
Analysis:
• 59% respondents gave their answer in 20-40 lakhs transactions.
• 28% respondents gave their answer in 0-20 lakhs transactions.
• 13% respondents gave their answer in 40 lakhs and above
transactions.
Question 2
Do you have a Saving Account?
Response No. of respondents %

Yes 97 97%
No 3 3%
Chart 2:
3%
97%
Yes No
Analysis: 97% respondents have the saving accounts and only 3% do not
have saving account.
Question 3
In Which Bank?
Bank No. of respondents %

Kotak mahindra 3 3%
HDFC 33 33%
Co-operative 48 48%
ICICI 5 5%
Nationalized 31 31%
Chart 3
Kotak Mahindra
Bank, 3%
HDFC, 33%
Co- Operative
Bank, 48%
ICICI, 5%
Nationalized, 31%
HDFC ICICI Nationalized Co- Operative Bank Kotak Mahindra Bank
Analysis: 48% have saving account in co-operative, 3% in kotak mahindra,
33% in HDFC, 5% in ICICI, and 31% in nationalized bank.
Question 4
Which Factors do you consider for opening a Savings Account?
No. of respondents %
Accessibility 10 10
Minimum balance 20 20
DD/pay order 13 13
Free cheque 10 10
Debit card 8 8
Cash deposit 7 7
Cheque pick up 2 2
Net banking 16 16
Mobile banking 7 7
At per cheque 3 3
NEFT 2 2
RTGS 2 2
Total 100 100
Chart 4
Accessibility
20
Minimum
18
balance
16 DD/pay order
14 Free cheque
12
Debit card
10
Cash deposit
8
6 Cheque pickup
4 Net banking
2 Mobile banking
0
At per cheque
Analysis:
Respondents gave their answer NEFT

10% respondents gave their answer in accessibility, 20% Minimum balance,
13 % DD/pay order,10% Free cheque, 8% Debit card, 7% Cash deposit, 2%
Cheque pick up, 16% Net banking, 7% Mobile banking, 3% At per cheque, 2%
NEFT, 2% RTGS.
Question 5
Which mode of transaction do you avail of frequently?
Response No. of response %

Pay order 12 12
DD 22 22
Cheque 76 76
Total 100 100
Chart 5
Pay Order, 12%
DD, 32%
Cheque, 76%
Cheque DD Pay Order
Analysis:
12% Response in pay order, 32% like DD, and 76 % costumer want from
cheque mode.
Question 6
Which types of transaction do you make ?

Intercity 33 33
Outside city 15 15
Both 52 52
Total 100 100
Chart 6
Inter city, 33%
Both, 52%
, 15%
e City
Outsid
Analysis:
33% account holder transaction intercity, 52 % Both, and 15% outside city.
Question 7
Does your bank assist you in case of any problem?

Yes 90 90
No 10 10
Total 100 100
Chart 7
10%
90%
Yes No
Analysis:
90% say yes bank will assist you in case of any problem, only 10% say no.
Question no 8: The merger with Centurion Bank of Punjab has made

the workings of HDFC
more flexible and easily accessible to customers.
Strongly Agree Strongly Disagree
Agree Disagree
Merger with CBP made workings of HDFC more flexible and easily accessible to customers
Cumulative
Frequency Percent Valid Percent Percent
Valid strongly dissatisfactory 2 2.0 2.1 2.1
dissatisfactory 2 2.0 2.1 4.2
satisfactory 68 67.3 70.8 75.0
strongly satisfactory 24 23.8 25.0 100.0
Total 96 95.0 100.0
Missing System 5 5.0
Total 101 100.0
Merger of CBP and HDFC Bank
70.0
60.0
50.0
40.0
30.0
Percentages
20.0
10.0
0.0
strongly satisfactory
dissatisfactory
Parameters
The merger of HDFC with CBP has satisfied the customers to 67.3% which ha
occupied more than 50% of the sample.
Question no 9: Please rank from 1 to 5 the features that you like about
loans in HDFC
TAT ________
Availability ________
Service ________
Rate of interest _________
Statistics
TAT Availability Service Rate of interest
N Valid 85 88 86 86
Missing 16 13 15 15
Mean 3.44 3.82 3.22 3.40
Median 4.00 3.00 3.00 4.00
Mode 4 5 3(a) 4
Std. Deviation 1.248 4.430 1.375 1.348
TAT
Cumulative
Valid 1 5 5.0 5.9 5.9
2 19 18.8 22.4 28.2
3 16 15.8 18.8 47.1
4 24 23.8 28.2 75.3
5 21 20.8 24.7 100.0
Total 85 84.2 100.0

Total 101 100.0
Availability
Cumulative
Valid 1 7 6.9 8.0 8.0
2 20 19.8 22.7 30.7
3 20 19.8 22.7 53.4
4 14 13.9 15.9 69.3
5 26 25.7 29.5 98.9
43 1 1.0 1.1 100.0
Total 88 87.1 100.0
Total 101 100.0
Service
Cumulative
Valid 1 11 10.9 12.8 12.8
2 17 16.8 19.8 32.6

3 23 22.8 26.7 59.3
4 12 11.9 14.0 73.3
5 23 22.8 26.7 100.0
Total 86 85.1 100.0
Total 101 100.0
Rate of interest
Cumulative
Valid 1 10 9.9 11.6 11.6
2 15 14.9 17.4 29.1
3 14 13.9 16.3 45.3
4 25 24.8 29.1 74.4
5 22 21.8 25.6 100.0
Total 86 85.1 100.0
Total 101 100.0
Performance of Loans
100%
90%
80%
70%
60% Rate of Interest
Percentages 50% Service
40%
Availability
30%
20% TAT
10%
0%
Poor Good Execellent
A similar interpretation like Q8,but here I have amalgamated all the scales from
(1-5).Here we can see that service is the most important factor and the customers
are not happy with the service provided by the loans department in HDFC
occupying major chunk of the bar in the poor.And in the excellent and very god
bar u can see the arte of interest and TAT occupying most of the area.So we can
conclude saying the loans department need to work hard with the
4.5 Summary of Findings
The final draft of the questionnaire was prepared on the basis of the
observations from the pilot study. These were then finally filled by 100
customer, for the conclusive study.
Finally the data collected was fed into the data analysis to be analyzed
using statistical techniques.
Types of Primary Data collected:
Socioeconomic Characteristics:
characteristics are sometimes called “states of being” in that they represent
the type of people. The factors on which we are working are occupation.
Monthly transaction is also an important parameter but it is difficult to

verify. Although the amount of money that business unit earns in a month
is an absolute, not a relative quantity but it is a sensitive topic in our society
and it is difficult to determine.
Attitudes/Opinions:
Through the questionnaire we have tried to get hold of business
preference, inclination and requirement. Attitude is an important notion in
the marketing literature, since it is generally thought that the attitudes are
related to the behavior of businessmen.
Motivation:
Through the questionnaire we have tried to find the hidden need or want of
businessmen and have tried to find if these people can be tapped as the
potential customer for HDFC Bank.
Behavior:
Behavior concerns what subjects have done or are doing. Through the
questionnaire we have tried to find out the behavior of the individuals
regarding the product and their responses. If the responses are favorable then
the person can be said to be our potential customer. The primary data serves
as an important tool to measure the behavioral trend of the customer. It helps
in answering some of the vital Questions.
Obtaining the Primary Data:
The data collection was primarily done through communication.
Communication involves questioning respondents to secure the desired

information, using a data collection instrument called questionnaire. The
questions were in writing and so were the responses.
Versatility:
It is the ability of a technique to collect the information on the many types of
primary data of interest to marketers. It has also been found that some of the
people do not answer truthfully to all the questions especially in the case of
the personal details
CHAPTER 5
SUMMARY
AND
CONCLUSIONS
5.1Summary of Learning Experience
Almost all the Banks offer similar features and facilities with their Savings
accounts. There are certain reasons for existing customers of Saving
Account of any Bank to shift to another Bank.
The level of service in terms of delivering whatever is promised, fast
response in case of problems, is the most important benefit that the
customers seek, from the Bank they have a Saving Account with.
1. Network reach and visibility of a Bank is a very important criterion for
the customer while opening a Saving Account. We can also conclude
from our analysis that network reach in terms of Branches and ATMs is
directly proportional to the market share in case of Private Players.
2. In case of a new customer, if a bank approaches it first for opening a
Saving Account with them, then there is a good chance for the bank of
getting many future businesses and cross sales from the deal.
3. Aggressive Marketing is the key to increasing the market share in this
area, since the market has a lot of potential both in terms of untapped
market .
Conclusions and Recommendations
1. Contract Sales Executive (CSE) should be trained to explain the
product features and its value added services to make customer’s
product selection convenient.
2. Contract Sales Executive (CSE) should recommend right product to
the right customer so as to ensure a high degree of satisfaction among
the customer.
3. The bank needs to make people aware about there products and the
basic benefits they can derive out of it. And also the differential
features of its savings account as compared to other banks.70% of the
people did not even know about the concept, benefits and features of
its saving accounts.
4. The bank should also target small business unit for whom maintenance
of the AQB is not a problem as this segment is not much penetrated.
5. Though the bank offers free doorstep banking once a day this fact is
also not known to many customers or they still do not trust this service
what ever the reason the bank can popularize this service to gain an
edge over nationalized banks and Co-operative Banks.
6. Quality of service has been rated highly important by all demofigureic
factors as a reason for banking with a particular bank, Standard
Chartered needs to improve the services provided to its existing
customers before attracting more in the future and use word of mouth
as a promotional tool to increase the sales potential of its savings
account.
LIMITATIONS
Some of the limitations of the project are listed as below:
1. The time bound period is the major limitation in research projects.
2. Due to the financial and time constraints a cluster analysis of the
population so as to get better results was not feasible.
3. The research conduct in Bangalore city only.
4. It was difficult to break the ice with the common people initially. It was a
daunting task to convince them to fill in the personal details of the
questionnaire where they have to mention the monthly income,
occupation etc.
5. To convince the people for a proper interviewing process is also
difficult.
6. Compilation of data on competitor analysis was difficult due to non-
availability of correct information.
7. The figures have been taken as approximations.
QUESTIONNAIR
E-
Name of Respodent
Contact No.
_______________________
1. Monthly Transaction?
________________________________________________
2. Do you have saving Account?
(a) Yes (b) No
3. If Yes Which bank’s-

o ICICI
o HDFC
o Kotak Mahindra Bank
o Nationalized
o Other Banks _________________
o Co-Operative Banks___________________
4. Which Factors do you consider for opening a saving Account
Accessibility
Minimum Balance
DD/ Pay Order
Free Cheque
Debit Card
Cash Deposit
5. Which mode of transaction do you avail frequently?
(a) Cheque ( b) DD (c) Pay Order
6. Which type of transaction do you made
(a) Inter city (b) Intra city (c) Both

7. Does your bank assist you in case of any problem
(a) Yes (b) No
8.. What are the additional Benefits do you expect from a Saving Account?
_____________________________________________________________
_____________________________________________________________
___________________.
Date___________________
Place__________________
Signature
BIBLIOGRAPHY
1.BOOKS & AUTHORS
· Marketing Management
2. NEWS PAPERS
· Times of India
· Financial Express
3. WEBSITES
· www.hdfcbank.com
www.google.com

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Customer preference & attributes towards Saving Account of HDFC Bank

IIBS Business school

Mr. Srinivas Acharya (Sale Manager, HDFC Bank,

Prof.N.S.R. Murthy (IIBS Business School)

During the Academic Year (2008-2010)

A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE

I am highly indebted to Mr. Srinivas Acharya (Sale

Manager,., Branch Manager, who provided me with the necessary

CHAPTER 1 INTRODUCTION ………………. ………………………..3-11

4.5 Summary of Findings …………………………………………………… 46

attributes towards saving Account of HDFC Bank and its market

customer and asset management. The bank follows values such as –

Integrity, teamwork, respect, professionalism, & Mission. The segment of

offered by the HDFC bank and awareness by promotion and also

identifying the market potential of the product offered by the HDFC

1.2 Industry Profile:-

Presidency banks acted as quasi-central banks, as did their successors. The

Reserve Bank of India formally took on the responsibility of regulating the

Reserve Bank was nationalized and given broader powers.

which banking activity took roots there and prospered.

much in character since their origin, and consequently nowadays perform

have arisen in connection with the business of exchanging money. In ancient

minted. Specialists were, therefore, required to determine their exact value

merchants of different nations met forpurposes of trade. Inasmuch as they

came to be applied to them. On account of their technical knowledge and the

carried on by goldsmiths, but later it was sometimes assumed by the

governments of large commercial cities, as, for example, by Amsterdam in

of Amsterdam was the most important and may be regarded as typical of

these early institutions.

they had international connections and a knowledge of international affairs not

possessed by other merchants, and were, therefore, in a position to undertake

the settlement of international accounts by means of orders drawn on bankers

transactions. As keepers of other people's money they also promoted saving,

b. Growth and present status of the industry:-

Currently (2009), banking in India is generally fairly mature in terms of supply,

transparent balance sheets relative to other banks in comparable economies

mostly been true.

time-especially in its services sector-the demand for banking services,

especially retail banking, mortgages and investment services are expected to

5% in the private sector banks would need to be vetted by them.

Currently, India has 88 scheduled commercial banks (SCBs) - 27 public sector

banks (that is with the Government of India holding a stake)after merger of

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

reforms measure. In 1991, under the chairmanship of M Narasimham, a

Time is given more importance than money.

In 1995, the Brookings Institution published a paper entitled “The

massive reduction in the number of banking organizations; the significant

increase in the number of failures; the dramatic rise in off-balance sheet

activities; the major expansion in lending to U.S. corporations by foreign

banks; the widespread adoption of ATMs; . . . and the opening up of interstate

changes in banking could be traced to two developments: (1) the

extraordinary number of major regulatory changes during the period, from

deposit deregulation in the early 1980s to the relaxation of branching

restrictions later in the decade; and (2) clearly identifiable innovations in

technology and applied finance, including improvements in information

processing and telecommunication technologies, the securitization and sale of

bank loans, and the development of derivatives markets. Other research

of events in the banking industry over the period 1979–1994.