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A
PROJECT REPORT
ON
ANALYSING MARKET COMPETITION AND SATISFACTION AMONG CUSTOMERS
OF HDFC BANK IN PASAN AREA
AT
HDFC BANK(IN PASAN BANER, PUNE)
By
YOGESH SAHU
UNDER THE GUIDENCE OF
MR. SANTOSH PALLEWAR
SUBMITTED TO
INDIRA INSTITUTE OF MANAGEMENT,PUNE
IN PARTIAL FUFILLMENT OF THE REQUIREMENTS
FOR THE AWARD OF THE DEGREE OF
POST GRADUATE DEPLOMA IN MANAGEMENT
2010-12
FOR INDIRA INSTITUTE IN MANAGEMENT, PUNE
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Acknowledgement
The summer training in HDFC Bank has been a truly remarkable experience. The experience
gained during 8 weeks of training period have been quite enriching and the intensive exposure
to market environment would prove beneficial in the long run as well as in the outlet of
planning, building and shaping my career in future.
It gives me immense pleasure in acknowledging the valuable guidance extended to me by
various person of HDFC in successful completion of this project
I am very thankful to Professor Santosh Pallewar, my internal project guide for having
equipped me with the skills which contributed a great deal in the successful completion of the
project. At last, but not the least, I would like to thank the customers to cooperate with me in
giving me through and valuable information for the project.
YOGESH SAHU
IIMP, PUNE
(2010-2012)
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Executive Summary
Project Title:ANALYSING MARKET COMPETITION AND SATISFACTION AMONG
CUSTOMERS OF HDFC BANK IN PASAN AREA
INDUSTRY OVERVIEW
The project was carried out for segmenting the market for saving Account of HDFC
Bank. 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 asIntegrity, teamwork, respect, professionalism, & Mission.
The segment of bank we are considering here is- Retail banking. The product which I
have chosen for research is Saving Accounts.
This research helps us in finding out type of customer who is using HDFC saving
account. This also helps us in finding out customers view regarding the product and
Services offered by the HDFC bank and also identifying the market potential of the
product offered by the HDFC bank.
SIP DETAILS
I completed my summer internship from HDFC (pasan-baner link road). Marketing manager of
HDFC assigned me to sale saving account in pasan-baner link road and my objective are
Finding the market for saving account of HDFC Bank. To complete my SIP , I selected the title
Analyzing market competition and satisfaction of among customers of HDFC Bank in pasan
area and surveyed 450 persons.
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The topic plays an information role in providing knowledge about different people, their needs
and their status .It also gives a brief knowledge how a bank works is there to establish a relation
with the individual.
SIP OBJECTIVES:
To find out the level of satisfaction among saving account holders of HDFC Bank.
To understand perception about HDFC products and services among customers in pasan.
RESEARCH METHODOLOGY
RESEARCH DESIGN:
Research was initiated by examining the secondary data to gain insight into the problem.
By analyzing the secondary data, the study aim is to explore the short comings of the
present system and primary data will help to validate the analysis of secondary data
besides on unrevealing the areas which calls for improvement.
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 UNIT:
Different professionals Chartered Accountants, Tax Consultants, Lawyers, Business Man,
Professionals and House Wives of Pune.
Sample Technique: Random Sampling.
Research Instrument: Structured Questionnaire.
Contact Method: Personal Interview.
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SAMPLE SIZE:
My sample size for this project was 450 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 450
respondents.
FINDINGS
The maximum no. of customer of HDFC Bank is of age group of 30 to 35 years and above.
There is a market of age group of 18 to 23 year which is not targeted by the bank.
The maximum no. of customer of HDFC Bank is businessman. People who are working
with public sector is in negligible number as a customer of the HDFC Bank.
The people who are having a/c in HDFC bank are satisfied with the product and services of
the bank , and they believe that the same are lucrative . here out of 150 customer, 104
customer believe that the product is lucrative .
The people who dont have a/c in HDFC bank even dont know about the product and
services of the bank. Here in this survey 179 out of 300 customers dont have any idea
about the banks product, while 82 people dont have proper knowledge about it.
RECOMMENDATION
The bank should also target the people of age group of 18 to 23 (teenager youths) because a
large no. of population is there in that age group which are untargeted. Bank should have
different product and services for them as their income level is not very high.
With different products and services bank should also target the people who are working
with public sector.
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Table Of Contents
S.N. CONTENTS PAGE NO.
1. INTRODUCTION 7-8
2. INDUSTRY OVERVIEW 9-13
3. COMPANY OVERVIEW 14-24
4. PRODUCT AND SERVICES 25-30
5. OBJECTIVES 31-32
6. RESEARCH METHODOLOGY 33-36
7. DATA ANALYSIS 37-50
8. CONCLUSION AND FINDING 51-53
9. RECOMMENDATION 54
10. LIMITATION 55
11. ANEXURE 56-58
12. BIBLIOGRAPHY 60
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CHAPTER 1
INTRODUCTION
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INTRODUCTION
ANALYSING MARKET COMPETITION AND SATISFACTION AMONG
CUSTOMERS OF HDFC BANK IN PASAN AREAAt HDFC Bank, I was assigned with the topic as Market segmentation and selling of
Savings Accounts of HDFC Bank for my project work. I joined the company as a management
trainee. The selection of the topic was to know whichever segment is still not targeted by the
HDFC Bank and, the customer perception towards HDFC Bank and about its product and
services.
REASON FOR SELECTION OF THIS TOPIC:
The financial sector is one of the booming and increasing sectors in India. To know the
preferences of the todays customers is very important, because as they are getting literate and
start earning money, their need changes very rapidly. Many customers segments are even not
aware of the products and services of the bank, so it is important to make them aware about it.
IMPORTANCE TO THE COMPANY:
The ultimate purpose of giving me this topic was to know about the customers perceptions
about the different products of the bank, how these products can attract them and how the
company can generate maximum profit.
Company wants to know the segments where the product of HDFC bank is not being effective.
They also want to know about the different behavior of the customer.
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LEARNING FROM THE STUDY:
Different products and services provided by the bank.
Different segment of HDFC Bank
Customers perception about the different products.
The brand image of the bank.
How to communicate with the customers.
Different techniques of dealing with the customers.
How to convince and convert a customer into a real customer.
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CHAPTER-2
INDUSTRY OVERVIEW
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HISTORY OF BANKING IN INDIA
The first bank in India, though conservative, was established in 1786. From 1786 till today, for
centuries, bank has played an important role in the financial system of any economy. That vital
role continues even today although the forms of banking have changed with the changing
needs of the economies. Banking in its crude form is an age-old phenomenon and its invention
preceded that of coinage. As new and more sophisticated instruments of currency evolved, so
did banking. It evolved as business expanded and barter system gave way to money, which
needed safe deposited. In its simple from, it originated from temple and royal palaces around
1000 B.C in Babylon, as the strongest faith of people was in the places of worship and royal
houses as safe places for keeping money and valuables. The practice of depositing personal
valuables at these places, which were also functioning as treasuries against a receipt, was
perhaps the earliest form of banking. When coins made of precious metal like gold and silver
emerged as commonly accepted form of wealth. Lending activity at an interest began.
Goldsmiths were the initial banker and their receipts for money received-grunted payments
or goldsmith receipts were the earliest fans of bank instruments. Revilpout, a French
writer mentions about banks and bank notes in Babylon in 600. The journey of Indian Banking
System can be segregated into three distinct phases. They are as mention below: Early phase
from 1786 to 1969 of Indian Banks Nationalization of Indian banks and up to 1991 prior to
Indian Financial & Banking sector Reforms after 1991.
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PHASE I
The General Bank of India was set up in the year 1786. Next came Bank of Hindustan and
Bengal Bank. The East India Company established Bank of Bengal (1809), Bank of Bombay
(1840) and Bank of Madras (1843) As independent units and called it presidency Banks. These
three banks were amalgamated in 1920 and Imperial Bank of India was established which
started as private shareholders banks, mostly Europeans shareholders. Reserve Bank of India
came in 1935. Reserve Bank of India was vested with Extensive powers for the supervision in
India as the central banking.
PHASE II
Government took major steps in this Indian Banking Sector Reform after independence. In
1955, it nationalizes Imperial Bank of India with extensive banking facilities on a large scale
especially in rural and semi- urban area. It formed State Bank of act as the principal agent of
RBI and handle banking transactions Of the Union and State governments all over the country.
The following are steps taken by Government of the India to regulate Banking institutions in the
country:
1949: Enactment of banking regulation Act.
1955: Nationalization of State Bank of India.
1959: Nationalization of SBI subsidiaries.
1969: Nationalization of 14 major banks.
1971: Creation of credit guarantee corporation.
1975: Creation of regional rural banks.
1980: Nationalization of seven banks with deposits over 200 Crore.
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PHASE III
This phase has introduced 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 liberalizations 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.
INDUSTRY BACKGROUND:
THE Indian Banking sector consists of public sectors, private sectors and foreign banks apart
from smaller regional cooperative banks .public sectors banks dominate the banking sector in
terms of market share but are hindered by legacy factors as well as services and quality issues
private banks is constrained by the size factors as they are basically NICHE players .foreign
banks have limited branch networks and capital commitment.
HDFC bank is a part of HDFC group limited HDFC registered office is located at senpati
BapatMarg ,lower parel ,Mumbai .HDFC bank started its operation in the year 1994,there is a
saying opportunity knocks the door only once .to work with MNC is anybody s dreams
come true.
HDFC bank today is one of the leading banks in the private sectors .the branch offers services
such as 24 hours banking through ATMs ,internet banking ,phone banking ,mobile banking ,etc
it uses technology as a vehicle to open up new frontiers of internet banking , thus making its
Operation location independent ,it uses all the modernized computerized system and equipment
and thus cater to most part of the country.
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The bank is one of them ,which had grown at rapid pace and had scales new height and
leadership position in terms of clients ,products, talents reach and capital all vital ingredients for
continuous growth and profitability.
The bank was selected as the best bank in India by the business world magazines for 4th
consecutive year ,Forbes magazines named the bank :best listed bank in India at the assets
magazines AAA country awards .today the bank starts at fare front of the Indian financial sector
by compilersthe best retail , corporate and treasury product with sound risk, human resource
and state of the art technology support HDFC bank has more than 1725 branches in more than
780 cities and over more than 50 ATMs across the country. And so thus it caters to most of the
parts of the country .the bank uses advance software and system to provide services like any
where banking and ATM connectivity .it also offers international banking services of which
some of them are connected to swift network.
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CHAPTER-3
COMPANY OVERVIEW
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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 on30th 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.
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Certificate of Commencement of Business was received on10th 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 West minister 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.
Organizational structure
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
Operations
Treasury CorporatebankingRetailbanking
Savings Current Salary
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HDFC BANK
Premium Bank Premium Services Premium Charges
The Housing Development Finance Corporation Limited (HDFC) was amongst the first to
receive an 'in principle' approval from the Reserve Bank of India (RBI) to set up a bank in the
private sector, as part of the RBI's liberalization of the Indian Banking Industry in 1994. The
bank was incorporated in August 1994 in the name of 'HDFC Bank Limited', with its registered
office in Mumbai, India. HDFC Bank commenced operations as a Scheduled Commercial Bank
in January 1995.
Business Segments of HDFC
Treasury
RetailBanking
WholesaleBanking
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BUSINESSES
HDFC Bank offers a wide range of commercial and transactional banking services and
treasury products to wholesale and retail customers. The bank has three key business segments:
Wholesale Banking Service
The Bank's target market ranges from large, blue-chip manufacturing companies in the
Indian corporate to small & mid-sized corporate and agri-based businesses. For these
customers, the Bank provides a wide range of commercial and transactional banking
services, including working capital finance, trade services, transactional services, cash
management, etc. The bank is also a leading provider of structured solutions, which
combine cash management services with vendor and distributor finance for facilitating
superior supply chain management for its corporate customers. Based on its superior
product delivery / service levels and strong customer orientation, the Bank has made
significant inroads into the banking consortia of a number of leading Indian corporate
including multinationals, companies from the domestic business houses and prime public
sector companies. It is recognized as a leading provider of cash management and
transactional banking solutions to corporate customers, mutual funds, stock exchange
members and banks.
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Retail Banking Services
The objective of the Retail Bank is to provide its target market customers a full range of
financial products and banking services, giving the customer a one-stop window for all
his/her banking requirements. The products are backed by world-class service and delivered
to customers through the growing branch network, as well as through alternative delivery
channels like ATMs, Phone Banking, Net Banking and Mobile Banking.
The HDFC Bank Preferred program for high net worth individuals, the HDFC Bank Plus
and the Investment Advisory Services programs have been designed keeping in mind needs
of customers who seek distinct financial solutions, information and advice on various
investment avenues. The Bank also has a wide array of retail loan products including Auto
Loans, Loans against marketable securities, Personal Loans and Loans for Two-wheelers. It
is also a leading provider of Depository Participant (DP) services for retail customers.
Treasury
Within this business, the bank has three main product areas - Foreign Exchange and
Derivatives, Local Currency Money Market & Debt Securities, and Equities. With the
liberalization of the financial markets in India, corporate need more sophisticated risk
management information, advice and product structures. These and fine pricing on various
treasury products are provided through the bank's Treasury team. To comply with statutory
reserve requirements, the bank is required to hold 25% of its deposits in government
securities. The Treasury business is responsible for managing the returns and market risk on
this investment portfolio.
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Promoters
HDFC is India's premier housing finance company and enjoys an impeccable track record in
India as well as in international markets. Since its inception in 1977, the Corporation has
maintained a consistent and healthy growth in its operations to remain the market leader in
mortgages. Its outstanding loan portfolio covers well over a million dwelling units. HDFC has
developed significant expertise in retail mortgage loans to different market segments and also
has a large corporate client base for its housing related credit facilities. With its experience in
the financial markets, a strong market reputation, large shareholder base and unique consumer
franchise, HDFC was ideally positioned to promote a bank in the Indian environment.
Capital Structure
As on 30th June, 2010 the authorized share capital of the Bank is Rs. 550 crore. The paid-up
capital as on said date is Rs. 459,69,07,030/- (45,96,90,703 equity shares of Rs. 10/- each). The
HDFC Group holds 23.63 % of the Bank's equity and about 17.05 % of the equity is held by the
ADS Depository (in respect of the bank's American Depository Shares (ADS) Issue). 27.45% of
the equity is held by Foreign Institutional Investors (FIIs) and the Bank has about
4,33,078shareholders.
The shares are listed on the Bombay Stock Exchange Limited and the National Stock Exchange
of India Limited. The Bank's American Depository Shares (ADS) are listed on the New York
Stock Exchange (NYSE) under the symbol 'HDB' and the Bank's Global Depository Receipts
(GDRs) are listed on Luxembourg Stock Exchange under ISIN No US40415F2002
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CBoP and Times Bank Amalgamation
On May 23, 2008, the amalgamation of Centurion Bank of Punjab with HDFC Bank was
formally approved by Reserve Bank of India to complete the statutory and regulatory approval
process. As per the scheme of amalgamation, shareholders of CBoP received 1 share of HDFC
Bank for every 29 shares of CBoP.
The merged entity will have a strong deposit base of around Rs. 1,22,000crore and net advances
of around Rs. 89,000 crore. The balance sheet size of the combined entity would be over Rs.
1,63,000crore. The amalgamation added significant value to HDFC Bank in terms of increased
branch network, geographic reach, and customer base, and a bigger pool of skilled manpower.
Distribution Network
HDFC Bank is headquartered in Mumbai. The Bank at present has an enviable network of 2000
branches spread in 996 cities across India. All branches are linked on an online real-time basis.
Customers in over 500 locations are also serviced through Telephone Banking. The Bank's
expansion plans take into account the need to have a presence in all major industrial and
commercial centers where its corporate customers are located as well as the need to build a
strong retail customer base for both deposits and loan products. Being a clearing/settlement
bank to various leading stock exchanges, the Bank has branches in the centers where the
NSE/BSE has a strong and active member base.
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The Bank also has 5,998 networked ATMs across these cities. Moreover, HDFC Bank's ATM
network can be accessed by all domestic and international Visa/MasterCard, Visa
Electron/Maestro, Plus/Cirrus and American Express Credit/Charge cardholders.
CSR 2010 Details of HDFC Bank Ltd.
CSR Areas
1. Community Welfare
2. Education
3. Environment
4. Poverty Eradication
5. Vocational Training
6. Others-
a. Environmental Responsibility
b. Employee Engagement
c. Community Initiatives
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Management
Mr. C.M. Vasudev has been appointed as the Chairman of the Bank with effect from 6th July
2010 subject to the approval of the Reserve Bank of India and the shareholders. Mr. Vasudev
has been a Director of the Bank since October 2006. A retired IAS officer, Mr. Vasudev has had
an illustrious career in the civil services and has held several key positions in India and
overseas, including Finance Secretary, Government of India, Executive Director, World Bank
and Government nominee on the Boards of many companies in the financial sector.
The Managing Director, Mr. AdityaPuri, has been a professional banker for over 25 years and
before joining HDFC Bank in 1994 was heading Citibank's operations in Malaysia. The Bank's
Board of Directors is composed of eminent individuals with a wealth of experience in public
policy, administration, industry and commercial banking. Senior executives representing HDFC
are also on the Board.
Technology
HDFC Bank operates in a highly automated environment in terms of information technology
and communication systems. All the bank's branches have online connectivity, which enables
the bank to offer speedy funds transfer facilities to its customers. Multi-branch access is also
provided to retail customers through the branch network and Automated Teller Machines
(ATMs). The Bank has made substantial efforts and investments in acquiring the best
technology available internationally, to build the infrastructure for a world class bank. The
Bank's business is supported by scalable and robust systems which ensure that our clients
always get the finest services.
The Bank has prioritized its engagement in technology and the internet as one of its key goals
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and has already made significant progress in web-enabling its core businesses. In each of its
businesses, the Bank has succeeded in leveraging its market position, expertise and technology
to create a competitive advantage and build market share.
Ratings
The Bank has its deposit programs rated by two rating agencies - Credit Analysis & Research
Limited (CARE) and Fitch Ratings India Private Limited. The Bank's Fixed Deposit programme
has been rated 'CARE AAA (FD)' [Triple A] by CARE, which represents instruments
considered to be "of the best quality, carrying negligible investment risk". CARE has also rated
the bank's Certificate of Deposit (CD) programme "PR 1+" which represents "superior capacity
for repayment of short term promissory obligations". Fitch Ratings India Pvt. Ltd. (100%
subsidiary of Fitch Inc.) has assigned the "AAA (ind)" rating to the Bank's deposit programme,
with the outlook
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CHAPTER-4
PRODUCTS &
SERVICES
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PREMIUM SAVING ACCOUNT
HDFC Premium Banking is especially for high net income people i.e. anybody earning more
than 10 lakhs annually .it is an extension of saving account. Premium Banking is divided into
three major categories.
HDFC Bank Imperia Banking -:
DFC Bank Imperia Premium Banking programme is designed for the royalty of today - you.
It seeks to enhance the exclusivity that you are accustomed to and pampers you with services
that other can only dream about.
Be it a dedicated Client Relationship Manager, customized investment advisory or exclusive
privileges, Imperia takes care of every little detail to ensure a banking experience like no other.
HDFC Bank Preferred Banking-:
HDFC bank preferred banking is an exclusive banking, where customers will never again have
to wait to be served. With HDFC Bank Preferred Programme, customer comfort always comes
first.
Ideal for seasoned professionals or businessmen, this programme will provide customers with a
banker dedicated to take care of all your banking and investment needs. It also means you get
preferential rates on various banking products and other exclusive benefits.
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HDFC Bank Classic Banking -:
HDFC Bank Classic Banking experience banking beyond the ordinary,. Becoming an
HDFC Bank Classic customer entitles customers to a host of benefits, including a
bouquet of preferentially priced products and specialized Investment solutions.
To ensure that customers make of all these offering , customers are assigned a
PERSONAL BANKER who will be the one point contact for all their banking needs
SIMPLE SAVING ACCOUNTS-:
Banking should be effortless. With HDFC Bank, the efforts are rewarding. No matter what a
customer's need and occupational status, Whether you're employed in a company and need a
simple Savings account or run your own business and require a robust banking partner, HDFC
Bank not only has the perfect solution for the customer, but also can recommend products that
can augment planning for the future.
SAVING MAX-:
Savings Max account, loaded with maximum benefits to make customers banking experience a
pleasure. By maintaining an average quarterly balance of just Rs. 25,000/-.
Features & Benefits-
FREE GOLD DEBIT CARD
Free Payable-at-Par (PAP) chequebook, without any usage charges up to a limit of Rs. 2 lac
per month.
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Self/Third Party Cash Deposit/Withdrawal at non-home branches, up to Rs 50,000/- per
day free.
Free Net Banking, Phone Banking & Mobile Banking.
Optional "Money Maximize"
Insurance benefits up to 1 lac per annum.
SAVING REGULAR ACCOUNT-:
An easy-to-operate savings account that allows you to issue cheques, draw Demand Drafts and
withdraw cash. Check up on your balances from the comfort of your home or office through Net
Banking, Phone Banking and Mobile Banking. . By maintaining an average quarterly balance
of just Rs. 10,000/-.Need money urgently? Withdraw cash from any of the 4,393 ATM centers
spread across the country.
FEATURES & BENEFITS
Wide network of branches and over thousand ATMs to meet all your banking needs no
matter where you are located.
Bank conveniently with facilities like Net Banking and Mobile Banking- check your
account balance, pay utility bills or stop cheque payment, through SMS.
Avail of facilities like Safe Deposit Locker, Sweep-In and Super Saver facility on your
account.
Free Payable-at-Par chequebook, without any usage charges up to a limit of Rs.50,000/-
per month.
Free Insta Alerts for all account holders for lifetime of the account..
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KIDS ADVANTAGES ACCOUNT -:
Children these days are way ahead of their times. Make sure your investments don't fall short.
Now through HDFC Bank's Kid's Advantage Account you can ensure your child's secured
future and fulfill all his dreams in time. The Kid's Advantage Account presents you a great way
to accumulate savings for your child and provide him the head-start required to succeed in life.
It's an account which grows with your child to meet his future monetary requirements.
FEATURES AND BENEFITS
Free Education Insurance cover of Rs. 1,00,000/-
ATM/International Debit Card will be issued for children between 7-18 years of age in the
child's name withparents permission.
Free cash withdrawals on any other Bank's ATM.
1 free personalized cheque book for your child.
Free Net Banking for you to monitor your child's account.
Free SMS/Email alerts informing you about the account transactions.
Once the balance in the Kid's Advantage Account reaches/exceeds Rs. 35,000/-, the amount
in excess of Rs. 25,000/- will automatically be transferred into a Fixed Deposit for 1 year 1
day, in your child's name, by signing in for our sweep-out facility.
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SENIOR CITIZENS ACCOUNT-:
HDFC Bank appreciates your needs and Endeavours, which is why, HDFC BANK present an
account especially dedicated to senior citizens, which like a dutiful child will help you fulfill
your needs in the best manner possiblle
FEATURES & BENEFITS
Shop with pride with your Easy Shop International Debit Card.
Payable-at-Par (PAP) cheque books are issued free.
Avail of free Passbook facility at your account branch.
Avail free SMS alerts to know the transactions in your account.
Get preferential rates on FDs.
Get Accidental Hospitalization cover of Rs.50,000/- per annum. This is a reimbursement
cover for the first applicant.
Gold Credit Card free.
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CHAPTER-5
RESEARCH OBJECTIVE
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RESEARCH OBJECTIVES
To find out the level of satisfaction among saving account holders of HDFC Bank.
To understand perception about HDFC products and services among customers.
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CHAPTER-6
RESEARCH METHODOLY
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RESEARCH METHODOLOGY
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 Pune.
RESEARCH DESIGN:
Research was initiated by examining the secondary data to gain insight into the problem. By
analyzing the secondary data, the study aim is to explore the short comings of the present
system and primary data will help to validate the analysis of secondary data besides on
unrevealing the areas which calls for improvement.
DEVELOPING THE RESEARCH PLAN:
The data for this research project has been collected through self Administration. Due to time
limitation and other constraints direct personal interview method is used. A structured
questionnaire was framed as it is less time consuming, generates specific and to the point
information, easier to tabulate and interpret. Moreover respondents prefer to give direct
answers. In questionnaires open ended and closed ended, both the types of questions has been
used.
COLLECTION OF DATA:
1: Secondary Data: 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 companys database and website of the company.
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2: Primary data: 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.
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:
Different professionals Chartered Accountants, Tax Consultants, Lawyers, Business Man,
Professionals and House Wives of Pune.
Sample Technique: Random Sampling.
Research Instrument: Structured Questionnaire.
Contact Method: Personal Interview.
SAMPLE SIZE:
My sample size for this project was 450 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 450
respondents.
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DATA COLLECTION INSTRUMENT DEVELOPMENT:
The mode of collection of data will be based on Survey Method and Field Activity. Primary
data collection will base on personal interview. I have prepared the questionnaire according to
the necessity of the data to be collected.
RESEARCH PROCESS
I completed my summer internship from HDFC (pasan-baner link road). Marketing manager of
HDFC assigned me to sale saving account in pasan-baner link road and my objective are
Finding the market for saving account of HDFC Bank. To complete my SIP, I selected the title
Analyzing market competition and satisfaction of among customers of HDFC Bank in pasan
area and surveyed 450 persons. 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
pune. All the findings and conclusions obtained are based on the survey done in the working
area.
RESEARCH LIMITATIONS:
Limitation of time and money of the student researcher, so at times proper assistance for
the researchers project is not obtained.
Communication problem with some of customers are comfortable in their mother tongue
so substantial percentage of customers are not ready to spare their time and attention to
fill the relevant information into the questionnaire.
It was difficult to take appointment with some business person as they have busy
schedule.
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CHAPTER-7
DATA ANALYSIS
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33%
67%
respondant
yes
no
Qu.1) Do you have account in HDFC bank
OPTIONS
NO. OF RESPONDENTS
YES 150
NO 300
TOTAL 450
INTREPRETRATION
This shows that market penetration of HDFC bank is about 33 percentage. As the AQB
of nationalized and cooperative bank is very low.
Most of the customers are not actual customers of HDFC Bank (66% customers).
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Q2. Which Factors do you consider before opening an Account?
Category No. of Respondents Percentage
Min. opening balance 135 30%
Maintaining AQB 184 41%
Services & Offers 36 8%
Transaction Charges 54 12%
Distance from Branch 41 9%
Total 450 100%
Base 200 respondents
Interpretation
From our survey, we found customers considered AQB (Annual Quarter
Balance) as one of the prime factor in opening an account (41%).
Minimum opening balance is preferred as a second factor in opening saving
A/C.
Other factor like services, offers, transaction charges, and distance from branch
are not given much importance for opening an saving account.
30%
41%
8%
12%
9%
Min. opening balance Maintaining AQB Services & Offers
Transaction Charges Distance from Branch
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Q3. What is the first thing that comes to your mind when you think of HDFC Bank?
Category No. of Respondents Percentage
Branches in city 72 16%
ATMs nearby 36 8%
Industrial Bank 48 12%
Housing Loan Bank 41 9%
No response 247 55%
Total 450 100%
Base 200 respondents
Interpretation:
We targeted some rural market also where customers of HDFC bank are less in
number so there was no response of people because some PSU banks are near to
them.
Awareness of HDFC banks and its services are low among people.
Branch in a city is prime factor that comes in customers mind first (16%).
16%
8%
12%
9%
55%
Branches in city ATMs nearby Industrial Bank
House Loan Bank No response
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Q4. In which bank do you find relevant products to your need?
TABLE
Category No. of Respondents Percentage
HDFC bank 77 17%
Axis bank 126 28%
ICICI bank 81 18%
SBI bank 67 15%
Cooperative bank 99 22%
Total 450 100%
Base 200 respondents
GRAPH
Interpretation
Most of the person was in favor of AXIS bank as they find more
customize/personalize services or products in this bank.
Some of the customers were not in favor of nationalized bank to find the
relevant product to their need.
17%
28%
18%
15%
22%
HDFC bank Axis bank ICICI bank SBI bank Cooperative bank
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Q5.Your Age
OPTIONS
Having A/C in HDFC
Bank
Not Having A/C in HDFC Bank
18-23 Years 25 120
24-29 Years 35 65
30-35 Years 60 40
35 Years and above 30 75
TOTAL 150 300
INTREPRETATION
This shows those maximum customers who are having a/c in HDFC bank is of 30 to 35
years of age.
The maximum no. customers who dont have a/c in HDFC bank is of 18-23 years of
age which is the minimum age group for a/c holder in HDFC.
0
20
40
60
80
100
120
140
18 - 23 24 - 29 30 - 35 35 & above
Chart Title
Having a/c
Not having a/c
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Q6. Educational Qualification.
OPTIONS Having A/C in HDFC bank
Not having A/C in HDFC
bank
Undergraduate 18 147
Graduate 58 72
Post graduate 74 81
TOTAL 150 300
INTREPRETATION
This show that maximum no. of customer who are having a/c is post graduate, while
undergraduate customer is very low in number. Some of people who dont have a/c in HDFC
bank is undergraduate.
0
20
40
60
80
100
120
140
160
Undergraduate Graduate Post graduate
Having a/c
Not having a/c
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Q7. What is your Occupation?
OPTIONS Having A/C in HDFC bank
Not having A/C in HDFC
bank
Business 63 74
Profession 38 63
Private Service 42 66
Public Service 07 97
TOTAL 150 300
INTREPRETATION
We segmented on the basis of occupation and found out that businessman are major
customer of HDFC Bank.
This show that maximum no. of customer of HDFC is businessman, while people who
works in public sector having lowest share in a/c holders.
0
10
20
30
40
50
60
70
80
90
100
Business Profession Private Service Public Service
Having a/c
Not having a/c
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Q8.Your annual household income.
OPTIONS Having A/C in HDFC bank
Not having A/C in HDFC
bank
Less than 2 lacks 7 127
Between 2 to 5 lacks 23 83
Between 5 to 8 lacks 51 47
More than 8 lacks 69 43
TOTAL 150 300
INTERPRETETION
This shows that the maximum no. of customer of HDFC bank having annual income of
more than 8 lacks, the people who have annual income of less than 2 lacks cant
maintain the AQB of HDFC bank.
As the people who have less than 8 lacks is minimum for not having a/c in HDFC,
means HDFC is taping the higher income class people.
0
2040
60
80
100
120
140
Less than 2
lacks
Between 2 to 5
lacks
Between 5 to 8
lacks
More than 8
lacks
Having a/c
Not having a/c
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Q9.How much do you personally give importance to the business banking relationship?
OPTIONS Having A/C in HDFC bank
Not having A/C in HDFC
bank
Highly 77 153
Very Much 33 67
SoSo 24 49
Not Much 14 29
No Importance 2 2
TOTAL 150 300
INTERPRETATION
This shows that the customer of HDFC bank give highly importance to banking
relationship because they understand the benefits such as credit card, loan etc.
Most of the customers who are not having HDFC A/C also give importance to business
banking relationship (153 person out of 300).
0
20
40
60
80
100
120
140
160
Highly Very Much So - So Not much No
Importance
Having a/c
Not having a/c
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Q10. Do you want to open a savings account with HDFC Bank?
OPTIONS Having A/C in HDFC bank
Not having A/C in HDFC
bank
Yes - 32
No - 234
Will Tell Later - 34
TOTAL 150 300
INTERPRETATION
Most of the customers who are not customer of HDFC bank are not ready to open
account in HDFC bank because of high A/C opening charges (Rs. 5000-100000).
Some customers want to open A/C because they aware about HDFC product and
services and benefits like ATM and branch bank is near to the home, transaction charges
etc.
10%
75%
15%
opening a/c with HDFC
Yes
No
Will Tell Later
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Q11.What is your perception about different product & services offered by HDFC Bank?
OPTIONS Having A/C in HDFC
bank
Not having A/C in HDFC
bank
Lucrative 104 39
Not Lucrative 19 82
No Idea 27 179
TOTAL 150 300
INTERPRETATION
This shows that the customers of HDFC bank are satisfied with the offered products and
services and their perception towards HDFC bank is lucrative.
Opinion of Some customers about products and services offered are no lucrative and no
idea because lack of awareness.
Most of the customers who do not having A/C said that there is no idea about HDFC
products and services (179 out of 300).
0
50
100
150
200
Lucrative Not Lucrative No Idea
Having a/c
Not having a/c
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Q12. Would you like to maintain long-lasting relationship with HDFC Bank?
OPTIONS Having A/C in HDFC bank Not having A/C in HDFC
bank
Yes 63 -
May be 27 -
Depends on Situation 37 -
No 23 -
TOTAL 150 300
INTERPRETATION
This shows that a large number of HDFC banks customer want to maintain their
relationship for long time with the bank.
Irrespective of some dissatisfaction people are still thinking to look forward for the
HDFC banks plan.
42%
18%
25%
15%
maintaining Relationship with HDFC
yes
May be
Depends on Situation
No
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Q13. Are you satisfied with HDFC Banks services?
OPTIONS Having A/C in HDFC bank Not having A/C in HDFC
bank
Highly Satisfied 32 -
Satisfied 28 -
Neutral 47 -
Dissatisfied 27 -
Highly Dissatisfied 16
TOTAL 150 300
INTERPRETATION
This shows that large number of customers is neutral but a large segment of people are satisfied
with the banking services of HDFC.
The data shows that HDFC bank is either not taking care of their particular segment of customers.
To capture the market more HDFC bank has to improve their some basic services.
21%
19%
31%
18%
11%
SATISFACTION LEVEL OF CUSTOMER
highly satiafied
satisfied
neutral
dissatisfied
highly dissatified
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CHAPTER-8
FINDING, RECOMMENDATION &
SUGGESION
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FINDINGS
The maximum no. of customer of HDFC Bank is of age group of 30 to 35 years and above.
There is a market of age group of 18 to 23 year which is not targeted by the bank.
The maximum no. of customer of HDFC Bank is businessman. People who are working
with public sector is in negligible number as a customer of the HDFC Bank.
The people who are having a/c in HDFC bank are satisfied with the product and services of
the bank , and they believe that the same are lucrative . here out of 150 customer, 104
customer believe that the product is lucrative .
The people who dont have a/c in HDFC bank even dont know about the product and
services of the bank. Here in this survey 179 out of 300 customers dont have any idea
about the banks product, while 82 people dont have proper knowledge about it.
Asking about the lasting of the relationship with the bank, result is not good for the bank in
the future. Because only 63 out of 150 responded that YES they want a long lasting
relationship with the bank. While the remaining are confused about it.
Asking about changing the bank only 53 out of 150 customer of HDFC Bank responded as
NO, while remaining are not that much satisfied so they are confused.
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Conclusion
The project opportunities provided to find out market competitors for HDFC Banks
saving a/c and identifying prospective customers. By the method of questionnaire
survey I also tried to find the effectiveness of the banks product, services and facilities
in terms of its customer satisfaction. I tried to find out the different behavior of
customer who is using services of HDFC Bank. I also tried to understand perception
about HDFC products and services among its customers.
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Suggestion and recommendation
The bank should also target the people of age group of 18 to 23 (teenager youths) because a
large no. of population is there in that age group which are untargeted. Bank should have
different product and services for them as their income level is not very high.
With different products and services bank should also target the people who are working
with public sector.
The bank needs to make people aware about their products and the basic benefits they can
derive out of it. And also the differential features of its saving account as compared to other
banks.
Company should organize the program in the society, so that people will be aware about
the company and different products of the bank
HDFC 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 saving account.
It is very important for the bank to retain the existing customer and maintaining a good
relationship with them. For this bank can provide them some facility which other banks not
providing , like membership fee of any club or gymkhana as more than 80% of customer of
the bank is a member of any club or gymkhana.
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ANEXURE
THE QUESTIONNAIRE:
Dear Sir/Madam,
I am a student of INDIRA INSTITUTE OF MANAGEMENT,PUNE and presently
doing a project on ANALYSING MARKET COMPETITION AND SATISFACTION
AMONG CUSTOMERS OF HDFC BANK IN PASAN AREA . I request you to kindly fill
the questionnaire below and I assure you that the data generated shall be kept confidential.
1) do you have account in HDFC bank?
a) yes
b) no
2) Which factors do you consider before opening an account?
a) Minimum opening balance.
b) Maintaining AQB
c) Services and Offers
d) Transaction charges
e) Distance from branches
Name: ..
Address: ..
Contact No :( O) (M)
City: ...............Pin: .State:.
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.
3.) What is the first thing that comes to your mind when you think of HDFC Bank?
a) Branches in a city
b) ATM nearby
c) Industrial Bank
d) Housing Loan Bank.
4.) In which bank do you find relevant products to your need?
a) HDFC Bank
b) Axis Bank
c) ICICI
d) SBI
e) Co-operative Bank.
5.) Your Age?
a) 18-23 Years
b) 24-29 Years
c) 30-35 Years
d) 35 Years and above
6.) Education Qualification?
a)
Undergraduate
b) Graduate
c) Post graduate
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7.) Occupation?
a) Business
b) Profession
c) private Services
d) public services
8.) Your annual house hold income?
a) < than 2 lack
b) Between 2 to 5 lack
c) Between 5 to 8 lack
d) > than 8 lack
9.) How much do you personally give importance to business banking relationship?
a) Highly
b) Very much
c) So-So
d) Not much
e) No importance
10.) Do you want to open saving account with HDFC Bank?
a) Yes
b) No
c) Will tell later.
11.) What is your perception about different product and services offered by HDFC Bank?
a) Lucrative
b) Not lucrative
c) No idea
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12.) Would you like to maintain long-lasting relationship with HDFC Bank?
a) Yes
b) May be
c) Depends on situation
d) No
13.) Are you satisfied with HDFC banks services?
a) Highly satisfied
b) Satisfied
c) Partially satisfied
d) Not satisfied
Date:
Place:
Signature:
Thank You
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BIBLIOGRAPHY
1.BOOKS AUTHORS
Marketing Management (10th
Edition) Philip Kotler
Marketing Management (3rd
Edition) V.S. Ramaswamy
Research Methodology (2nd Edition)
Research Methodology
C.R.Kothary
M.V. KULKARNI
2. NEWS PAPERS
Times of India
Financial Express
3.WEBSITES
www.hdfcbank.com
www.hdfc.com
www.crisil.com
www.wikipedia.com
www.rbi.com
http://www.hdfcbank.com/http://www.hdfcbank.com/http://www.hdfc.com/http://www.hdfc.com/http://www.crisil.com/http://www.crisil.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.rbi.com/http://www.rbi.com/http://www.rbi.com/http://www.wikipedia.com/http://www.crisil.com/http://www.hdfc.com/http://www.hdfcbank.com/8/3/2019 yogesh hdfc report1
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