A

Project ReportOnPERCEPTION OF CUSTOMER SERVICES PROVIDEDBY

Submitted in partial fulfillment of the requirement for Bachelor of Business Administration (BBA)

SUBMITTED BY MUNISH SINGHROLL NO-3404PUPIN NO.-17609000833

Under the guidance ofMRS.NEELMA ASSISTANT PROFESSOR

(FACULTY GUIDE)PGGC-11

BATCH OF 2012-2013

ACKNOWLEDGEMENT

It is my immense pleasure to present the report titled, PERCEPTION OF CUSTOMER SERVICES PROVIDED BY AXIS BANK SURVEY OF EMPLOYEES AND CUSTOMERS AT AXIS BANK.

I gratefully acknowledge the support and favour bestowed upon me by PROJECT GUIDE: DIXIT GULERIA, SALES MANAGER AND FACULTY MEMBERS for their valuable guidance, whole hearted cooperation, moral support and practical suggestions based on the experience to focus with me to fill in the questionnaires patiently.

I shall be failing in my duty if I do not put a word of gratitude and sense of profound indebtedness to all my family members who not only encouraged me in taking up this work but have also shared pains at every moment of the work. I have no, hesitation in admitting that without their support, I would never have been able to complete this work.

I am thankful to numerous scholars and friends who in one way or the other helped me in completing this work. Last but not the least; I would also like to express my sincere thanks to other colleagues and trainees at AXIS BANK, PKL. Who provided me with the necessary congenial atmosphere for the timely completion of my project and for the encouragement and support throughout the course of training..

CERTIFICATE OF ORIGINALITY

I MUNISH SINGH Roll no. 3404 of batch 2012-2013, am a fulltime bonafide student of final year of Bachelor of Business Administration (BBA) program of Post Graduate Govt. College, Sector 11,Chandigarh.

I hereby certify that the project reported titled PERCEPTION OF CUSTOMER SERVICES PROVIDED BY AXIS BANK submitted in partial fulfillment of the requirement of the BBA program under guidance of the mentors and is not based on or reproduced from any existing work of any other person. Further, the project report is not based on or reproduced from any earlier work undertaken at any time or for any other purpose and has not been submitted anywhere else at any time.

NAME:MUNISH SINGH

DATE: 4DEC, 2012

INDEX

Acknowledgement Certificate of Originality Executive SummaryIntroduction to the organization Companys history Companys profile Products of the companyIntroduction to Consumer Perception Consumer Perception Levels of Complexity Positive and negative effectsResearch Methodology Objectives of the project Research methodology Limitation of the project

SWOT ANALYSIS Strengths of the organization Weaknesses of the organization Opportunites in the organization Threats in the organization

Analysis and Findings Project analysis with the help of data collected Project facts and findings

Conclusions, Suggestions,Recommendation Conclusions, Suggestions and recommendation BIBLIOGRAPHY ANNEXURE

EXECUTIVE SUMMARY

AXIS Bank is one of the leading banks in providing financial services and has achieved significant growth the same sector. The report contains the organizational study done at axis bank. The report title PERCEPTION OF CUSTOMER SERVICES PROVIDED BY AXIS BANK, CHD.

The report gives an overview of the banking Sector and company profile. And analysis of the customer satisfaction with the services provided and the employees ofaxis bank and it also gives an overview on how satisfied are the employees in the organization and their behavior towards their customers. For this a survey is conducted with the employees assistance of the axis bank of the customer who visits the branch. A questionnaire is prepared and is got filled by the bank customers who visits there as well as the localights availing services of various different bank. After getting the questionnaire filled by both axis bank customers and the customers of different-different banks, an analysis is done to know how the employees behave towards their organization, and the customer and what the customer feel about the services of the bank, its structure and the behavior of the employees.

CHAPTER 1INTRODUCTIONAxis Bank Limited, formerly UTI Bank is an Indian financial services firm that had begun operations in 1994, after the Government of India allowed new private banks to be established. The Bank was promoted jointly by the Administrator of the Specified Undertaking of the Unit Trust of India (UTI-I), Life Insurance Corporation of India (LIC), General Insurance Corporation Ltd., National Insurance Company Ltd., The New India Assurance Company, The Oriental Insurance Corporation and United India Insurance Company UTI-I holds a special position in the Indian capital markets and has promoted many leading financial institutions in the country. The bank changed its name to Axis Bank in April 2007 to avoid confusion with other unrelated entities with similar name. After the Retirement of Mr. P. J. Nayak, Shikha Sharma was named as the bank's managing director and CEO on 20 April 2009.

As on the year ended 31 March 2009 the Bank had a total income of 137.4504 billion (US$2.74 billion) and a net profit of 18.1293 billion (US$361.68 million)

On 24 February 2010, Axis Bank announced the launch of 'AXIS CALL & PAY on atom', a unique mobile payments solution using Axis Bank debit cards. Axis Bank is the first bank in the country to provide a secure debit card-based payment service over IVR.

The Bank's Registered Office is at Ahmadabad and its Central Office is located at Mumbai. At the end of December 2011, The Bank has a very wide network of more than had a network of 1,493 domestic branches and extension counters and at end of March 2012 there were 10,000 ATMs 6situated in 971 cities and town. The Bank has loans now (as of June 2007) account for as much as 70 per cent of the banks total loan book of 20 trillion. For HDFC Bank, retail assets are around 57 per cent (280 billion) of the total loans as of March 2007.

The Bank today is capitalized to the extent of 4.099 billion with the public holding (other than promoters and GDRs) at 53.63%. It is also listed in the top 100 most trusted brands of India in the Brand Trust report.

Axis Bank operates the worlds highest ATM site at Thegu, Sikkim at 13,200 feet above sea level.The board of director of axis bank is as follows Board of Directors

Adarsh Kishore Shikha Sharma

Rama Bijapurkar K. N. Prithviraj

V. R. Kaundinya S. B. Mathur

Prasad Menon Rabhidara bhatacharya

Pro. Samir A.K DAS Gupta

The Corporate Office Axis bank limited,Corporate office,Bombay dyeing mills compoundPandurangbudhkarMarg,Worti, Mumbai-400 025Tele- (022)-2425 2525

Registered Office Axis Bank limited, TRISHUL thirdfloor, OPP. Samartheshwar TempleNr.Law garden, ellibridge Ahemdabad-380 006Mission & Values VISION 2015:

To be the preferred financial solutions provider excelling in customer delivery through insight, empowered employees and smart use of technology

Customer Service and Product Innovation tuned to diverse needs of individual and corporate clientele.

Continuous technology up gradation while maintaining human values. Progressive globalization and achieving international standards. Efficiency and effectiveness built on ethical practices.

Core Values Customer Satisfaction through Providing quality service effectively and efficiently Smile it enhances your face value is a service quality stressed on Periodic Customer Service Audits Maximization of stakeholders value. Success through teamwork, integrity and people. Leading through innovation to offer world class and competitive products to customers. Building long term relationship with customers by creating a world class service experience through operational excellence and the innovative use of technology. Have created a customer centered and result focused vision that inspires each one of our Associates and has their buy in. Are committed to creating a high performance organization by creating an environment that allows each our associates to perform at peak. As a result recognized as an employer of choice.

AwardsAwards & recognition received by the Bank during the Year 2011:

Best Risk Master award - (private sector category) - 'FIBAC 2011 Banking Awards' Most Productive Private Sector Bank Award - 'FIBAC 2011 Banking Awards' Ranked 3rd Strongest Bank in Asia Pacific region by Asian Banker The CLSA survey on personal banking trends validated again that Axis is the preferred bank amongst retail consumers. Best Bond house India - 2011 by Finance Asia

Awards & recognition received by the Bank during the Year 2010:

Euromoney Best Debt House in India Asiamoney Best Domestic Debt House in India Financeasia Best Bond House in India FE Best Banks Award Best New Private Sector Bank, Rank 2 Forbes Fab 50 The Best of Asia-Pacifics Biggest Listed Companies- second year in a row The Asset Triple A Country Awards 2010: Best Domestic Bank, India Best Domestic Bond House, India. Business Today Best Bank Awards - Overall Winner & Consistent Performer -(Large Banks Category) Business World Best Bank Award- Fastest Growing Large Bank Ranked No. 1 in "overall experience with bank staff" and "overall branch facilities" by The Hindustan Times-Mars Survey Report dated, 29th March, 2010

SHAREHOLDER

Share Holding PatternAs on 31/03/2012Sr. No.Shareholder/ CategoryPosition as on 31/03/2012

No. of shares held% shareholding

APromoters

1ADMINISTRATOR OF THE SPECIFIED UNDERTAKING OF THE UNIT TRUST OF INDIA - UTI - 1 (SUUTI)97,224,373 23.53

2LIFE INSURANCE CORPORATION OF INDIA 40,040,1569.69

3GENERAL INSURANCE CORPORATION OF INDIA 7,575,0001.83

4THE NEW INDIA ASSURANCE COMPANY LIMITED 3,745,3060.91

5NATIONAL INSURANCE COMPANY LIMITED 3,272,0000.79

6THE ORIENTAL INSURANCE COMPANY LIMITED 1,422,7620.34

7UNITED INDIA INSURANCE COMPANY LIMITED 1,163,8730.28

Total promoter shareholding A 154,443,47037.38

BDomestic shareholders

8INDIAN FIS AND BANKS 7,271,199 1.76

9INDIAN MUTUAL FUNDS 19,370,9794.69

10INDIAN BODIES CORPORATE33,999,774 8.23

11INDIAN RESIDENTS25,655,171 6.21

Total domestic shareholding B 86,297,123 20.88

CForeign shareholders

12FIIs136,116,42132.94

13FDI (GDR) 35,295,613 8.54

14FOREIGN BODIES DR51,929 0.01

15FOREIGN BANKS3,4390.00

16NRIS/FOREIGN EMPLOYEES995,957 0.24

Total Foreign shareholding C 172,463,359 41.74

Total - A+B+C413,203,952 100.00

PRODUCTS OF AXIS BANK1.ACCOUNTS2. ZERO BALANCE SAVINGS ACCOUNTPresenting, Axis Banks Zero Balance Savings Account. At Axis bank it has been our constant effort to create product specially catering to the customer needs. The account while offering a whole range of services also addresses the latent need of having an account without the hassle of maintaining an average quarterly balance.Features No Average Quaterly Balance requirement. Free international debit card with an Accidental Insurance cover up to Rs 2 lakhs*(charges of the primary holder are waived) Access though more than 675 branches and more than 2800 ATMs. Free mobile banking facility At-Par cheque facility with the clearing limit of Rs 50,000 24x7 Telebanking statements

At Par Cheque BookAs an Easy Access Saving Account Holder, you will receive the At-par cheque book. You can en- cash these cheques at any of the 257 centres where the bank ahs a presence, at no extra cost. Drafts are now history.

ATM NetworkEasy Access Savings Account also entitles you to an International Debit Card with which you can access your account anytime at all our ATMs- both, Visa enable and our partner banks- across the country. Withdrawals and deposits(money as well as cheques) are possible with your Debit Card. And unlike most other ATMs, an Axis Bank ATM allows you to withdraw up to 40,000 per day.

Anywhere BankingYou can transact through any of our branches offices all of which are interconnected for your banking convenience. Transaction like cash deposits, cash withdrawal, transfers and clearing tte

Tele bankingOur Tele banking service provides you instant access to your saving account. It offers you a wide range of services over the phone such as Account information, Balance inquiry, Transaction Details, Status of your cheque (available only during branch business hours) and even Statement of Account on Fax. I ConnectThe idea of your Bank on desktop is now a realty with I Connect. You can look up the status of your savings account, request your new cheque book, undertake a range of financial by just clicking the mouse. Mobile BankingMobile banking enables you to bank with us through you mobile phone irrespective of where facilities like balance enquiry, debit or credit alerts, last three transaction details we and cheque status. Account StatementQuarterly statements are delivered free of cost. Customers can also avail the facility of monthly online statements through iConnect( our internet banking channel). Quaterly InterestEvery quarter interest would be credited at the rate of 3.5% per annum in account.3. Prime Saving AccountAt Axis bank, we have strived to place our products with the growing needs of our prime customers. The Prime Savings Account has therefore been created with the customer specific financial requirements in mind. Wilder accessibility Greater Convenience More Comfort Enhanced privileges Added speed

4. Salary Savings AccountSalary Saving Account from Axis Bank will do the job for you. We know how important employees satisfaction is for an organization to grow its full potential. Which is why we have tailored our SalaryFeatures Balance Requirement No minimum balance

Anywhere Banking Available across the Country

Cheque books Multi-city- at par Cheque book

International Debit cum ATM Card Personal Accident Insurance cover to per card holder upto Rs 2 lacs

5.Computerised Statements free on quarterly basis Free monthly statements on email.

6.Joint Account Facility Available7.Demand Drafts Free Demand Drafts drawn on axis Bank

8.Overdraft Facility Upto 50% of net salary at Personal Loan rate

9.Demate Account Available10.Financial Advisory Services Available11.Power Loans* - Housing Loans Power Homes Personal loans Personal Power-Educational Loans Study Power-

-Consumer Loan Consumer Power

Vechile Loans Power Drive

12..Optional Gold Debit Card Access to any Bank ATM

13 .Credit Cards Available14.Online Trading Available15.Internet Banking Available as iConnect with encashed16.Telebanking free(available for 24 Hours at selected Branches)17.Mobile Banking Available18.Nomination Facility Available19.Funds Transfer Available

5.Womens Saving AccountIn todays busy world its tough being a working woman. Right from shuttling between a job and family to taking care of finances she has to be on her heels all the time.keeping this ideal in mind, we at Axis bank have designed a saving account best suited for the woman on today. Now with the smart privilege account you can manage your money, your life and enjoy a host of lifestyle privilege Account ensures that you have enough time for all this important things in life.Smart AdvantageSmart advantage is an exclusive insurance cover specially designed for the holders of special against the risk of serious illness. It gives the policyholder the security of knowing that a guaranteed cash sum will be paid in case she is diagnosed with life threatening illness. The insurance is available at nominal premium to existing special woman account holders.6. Senior Citizen AccountAxis Banks Senior Citizen Saving Account has been designed keeping in mind the fact that the seniors citizen banking requirements are wholly different and special consideration.FEATURES1.Dedicated Relationship Managers2.Free AT- Par Cheque Book.3.Free international VISA Debit Cards for primary and joint account holders.4.Free Monthly Statement of Accounts and Free Passbook.5.Free Issuance of pay orders or Demand Drafts drawn on Axis Bank Branches.6.Free Inward Remittances.7. Free Outward Remittances once a year.8.Faster credits to foreign cheques providing you prompt availability of funds remitted by your near and dears iones abroad.9.Cheque pickup and cash delivery schemes.10.Anywhere Banking.11.Telebanking12.Free Mobile Banking

DEPOSITSFixed DepositsSafety, Security and GrowthAxis Bank offers simple reinvestment Fixed Deposits( at very competitive interest rates), which can be opened up with a minimum investment of Rs 10,000. You can make additions to your deposit in multiple of Rs 1000 each. This tenure of your deposits must be a minimum of 6 months.Benefits Hassle free opening of a fixed deposits from the comfort of your home/office Seamless transfer of funds from your savings account to higher interest earning fixed deposits. Flexibility in deciding the amount, tenure, interest payment and maturity of your deposit. Open a fixed deposit at any branch of your choice.Recurring DepositsPower of compoundingAxis Banks Recurring Deposits scheme will allow you with an opportunity to build up your saving through regular monthly deposits of fixed sum over a fixed period of time.Features Recurring deposits are accepted in equal montly installments of minimum Rs 1000 and above in multiple of Rs 500 thereafter. The fixed number of installments for which a depositor can option are 12,24,36,39,48,60,63,72,84,96,108 and 120 months. Transfer of accounts- a recurring deposit account can be transferred from one office of the bank to another branch. The amount of installment once fixed, cannot be changed. Installment for any calendar month is to be paid on or before the last working day of the month. Where there is delay in payment of installment, one can regularize the account by paying the defaulted installment together with a penalty. Fraction of a month will be treated as full month for the purpose of calculating the penaulty. The total amount repayable to a depositor, inclusive of interest, depends on the amount of monthly installments and the period of deposit.

LIFE INSURANCEIn December 2006, Axis Bank entered into a Bancassurance tie up with Metlife, for sales of life insurance products through all its branches. Metlife was selected by AXIS Bank after an extensive assessment of complementary strengths of all the insurance companies of india.The Bancassurance alliance with Metlife is a referral model whereby leads generated by the bank are executed by MetLife staff stationed at the bank branches.

PRODUCTS Met Bhavishya- This a non-par money back policy that provides guaranteed returns that specially designed t meet children s educational expenses. Met Adv Plus- Unit- linked Met Advantage Plus is a Unit-linked Pension Plan. It comes with the maximum number of advantages. For one , it ensures that you lead a comfortable lifestyle. Met Smart Plus- Met Smart plus is a unit linked Life Insurance Product , whole life paln that matures at the age 100. The premium paid is used partly for insurance cover and the balance is invested in funds to buy unit.

Product Portfolio AT Axis Bank Personal Investment Product team we adopt a strong research driven recommendation model to help clients choose the best based on qualitative and quantitative parameters.

Apart from this a dedicated financial advisor can also be assigned to the customer to ensure that the investment requirements are taken care of, smoothly and efficiently. Our advisors understand the investors profile and lead them through a structured financial advisors will also help the investor to choose the right investment products in line with their investment goals.GOLD COINSAxis Bank has started retail sales of gold coins in April, 2007. The coins are sourced from Switzerland and sold through select Axis bank branches. The gold coin retail business is a joint initiative of the treasury, treasury operations and the Retail Banking Department.The coin sales takes place through the various channels in the retail banking structure as well as through corporate sales through corporate sales sourced through other department of the bank. DEBIT CARD A Debit Card provides on-line direct electronic payment from a Bank Account for payment at Merchant Establishment (shops, restaurants, petrol pumps etc.), and across to ATMs for cash withdrawal and inqueries. The difference between Debit Card and Credit is the difference between debit and Credit. Debit means subtract. When use a debit card , you are subtracting your money from own bank account. Debit cards allow the customer to spend only what is in the customers bank account. Credit is money made available to the customer by a bank or other financial institution, like a loan. The amount the issuer allows the customer to use is determined by the customers credit .

COMPETITORThe main competitor of is AXIS Bank is SBI because this bank is totally taken by government after this bank ICICI Bank is the main competitor of AXIS bank. There are different type of segment operation, Bank of India, ICICI, Housing Development and Financial corporation (HDFC) etc. From the investment And service sector HDFC standard life insurance corporation, Reliance Life Insurance Corporation , SBI Life insurance Corporation , SBI life insurance , Life Insurance Corporation of India.

HDFC Bank Ltd.-HDFC is commercial bank of india, incorporated in August 1994, after the reserve bank of india allowed establishing private sector banks. The Bank was promoted by the Housing Development Finance Corporation, a premier housing finance company (set up in 1977)ofindia. HDFC Bank has 1500 branches and over 2890 ATMs in 530 cities in india and all branches of the bank are linked on an online real-time basis. As of September 30, 2012 bank had total assets of INR 1006.82 billon.State Bank of india SBI is the largest bank in india. It is also, measured by the number of branch offices and employees, the second largest bank in the world. The bank traces its ancestry back through the imperial bank of india to the founding in 1806 of the Bank of Calcutta , making it the oldest commercial bank in the indian Subcontinent. The Government of India nationalized the imperial bank of india in 1955, with the reserve bank of india taking a 60 % stake, and renamed it the State Bank of India. In 2008, the government took over the stake held by the Reserve Bank of India. SBI provides a range of Banking products through it is vast network in india and overseas, includes products aimed at NRIs.

With an assets base of $126 billon and its reach, it is a regional banking behemoth. SBI has laid emphasis on reducing the huge manpower through golden handshake schemes and computerizing its operations. The State Bank of Group, with over 16000 branches branches, has the largest branch network in India. It has a market share among Indian commercial banks of about 20%in deposits and advances, and SBI accounts for almost one-fifth of the nations loans.Our 131 foreign offices in 32 countries services the international needs of the banks foreign customers, in addition to conducting retial operations and the focus of these offices is India- related business.

ICICI bank- ICIC bank was established in 1994 by the Industrial Credit and Investment Corporation of India, an indian Financial institution , as a wholly owned subsidiary.

The ICICI bank launched internet banking in India 1998 by an equity offering in the form of American Depository receipts on the NYSE in 2000. Some of the domestic subsidiaries of ICICI bank is ICIC lomard, ICICI prudential Life Insurance Company Limited , ICICI Securities Limited, ICICI venture, ICICI home finance.

CHAPTER-2INTRODUCTION TO CONSUMER PERCEPTIONMeaningPerception is the process by which we receive and interpret information from the world around us. The world around us consists of various kinds and level of physical energy. Our knowledge of the world comes through our sense organs, which reacts to these energies. Certain wavelengths of electromagnetic radiation stimulate ours eyes. Ours ears sense certain kinds of mechanical vibrations in the air. Ours noses and tongue are sensitive to certain chemical stimuli. Sense organs in our skin respond to pressure, temperature changes, and various stimuli related to pain. Sense organs in our joints, tendons and muscles are sensitive to body movement and position.The sense organs change the various environmental energies into nervous impulses, which go to the brain. Through the psychological process of perception, the patterns of energies become known as objects, events, people and other aspects of the world.The process of perception does not reveal objects and events of the world. We see the light and colour, but there is no light or colour in the electromagnetic waves that stimulate the eyes.in the same way, there is no music and noise in the vibrations that stimulate the ear. The brain organizes and interprets nervous impulses from the eyes as light and colour, impulses from the ears as sound. Together, the sense organs and the brain transform physical energy from stimuli into information all about the events around us.Axis Bank targets all segment of customers with various types of products and services. I interacted with a lot of customers and collect their feedback on the given services of the company and feedback positive response from all point of view. Customers are beneficiary from both sides monetary as well as non- monetary.Customer perception is the important component of our relationship with our customers. Given that 90% plus of our orders at some point involve the phone, how we handle the telephone is essential to creating a perception for our customers that aligns with the company mission of service.What is perception?According to Stephen P Robbins, perception is a process by which individuals organize and interpret their sensory impressions in order to give meaning of their environment. The term originated from the latin word perception meaning receiving, collecting, action of taking possession, apprehension with the mind or senses.

Definition of perception?perception is a process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment. If everyone perceived everything the same way, things would be a lot simpler.--Moorheads& GriffinPerception may be defined as a process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment.S.P RobbinsIn simple terms, perception I s understood as the act of seeing what is there to be seen. But what is seen is influences by the individual, the object , and the situation.

Source :Armano typepead.com

UNDERSTANDING PERCEPTIONTypes of perception Perception has three levels of complexity: Detection Recognition DiscriminationDetection refers to whether people can sense that they are being stimulated by some form of energy. For example, a light may be so dim they can barely detect its presence.Recognition means being able to identify as well as detect a particular pattern of stimulation as different from another. For example, a person may hear slight differences between two similar musical tones.The field of study that deals with the level of perception is called psycophysics. Experimental psychologists investigate the relationship between the physical properties of stimulus pattern and the perceived effects of the stimuli. for example, they may study the relationship between sound frequency and the perceived.

The selective perception processStage Description Selective exposure consumers select which promotional messages they will expose themselves to. Selective attention consumers select which promotional messages they will pay attention to. Selective comprehension consumer interpret messages in line with their beliefs, attitudes, motives and experiences. Selective retention consumers remember messages that are more meaningful or important to them.The implications of this process help develop an effective promotional strategy, and select which sources of information are more effective for the productCUSTOMER PERCEPTION Customer perception is an important component of our relationship with our customers. Given that 90% plus orders at same point involve the phone, we handle the telephone is essential to creating a perception for ours customer that aligns with the company mission of services.In todays globalization economy competition is getting more and more fierce. That means it becomes more difficult for products and services to differentiate themselves from other offerings than ever before. Not only is the number of competitive offerings rising due to globalization of production,sourcing,logistics and access to information. Many products and services face new competition from substitutes and from completely new offerings and bundles from industry outsider. Since product differences are closed at an increasing speed and many companies try to win the battle for customers by price reductions, products and services tend to become commodities.Customer perception are influenced by a variety of factors. Besides the actual outcome i.e did the product and service deliver the expected function and did it fulfill the customer need- the whole process of consumption and all interaction involved are of crucial importance. In todays globalized information driven economy this can also comprises issues like How other customer or influencing groups perceive the product or brand.

The degree to which the customer feels the actual marketing campaign addresses the most important issues.

Responsiveness and services quality of any affiliates, e.g distribution partners

Customer perception are dynamic accumulates, the more his perception will shift from fact- based judgements to a more general meaning the whole relationship gains for him. Over time, he puts a stronger focus on the consequence of the product or service consumption.Moreover, if the customers circumstances change, their needs and preferences often change too. In the external environment, the offerings of competitors, with which a customer a product or service will change, thus altering his perception of the best offer around. Another point is that the public opinion towards certain issues can change. This effect can reach from fashion trends to the public expectation of good corporate citizenship. Shells intention to dump its brent spar platform into ocean significantly altered many customers perception of which company was worth buying fuel from.The concept of customer perception does not only to individual customers in consumer markets. It is also not only relate to individual customers in consumer markets. It is also valid in business to business situation. Fro example, a competitor benchmarking survey of large industrial supplier revealed that the market leaders although recognized for execellent quality and service and non to be highly innovative ideas, this perceived arrogance could develop into a serious problem, Customers here are well aware te main characteristics of all the offerings available at the market are largely comparable. So they might use the development of a new product generation of their own to switch to a supplier that can serve them not better or worse, but with more responsiveness and understanding.Companies have done a lot to improve customer satisfaction and customer relationship in the past. As discussed above, this will not be enough any more.Any serious effort to manage customer perception starts with a good measurement system. Companies must be truly willing to look at the whole process of interaction through the customers eyes. For many companies, this requires a more or less extensive shift in mimdset, since most department from development from to sales will be involved.POSITIVE EFFECTS OF INCREASING MARKET SHARE ON CUSTOMER PERCEPTION Increasing market share can send out positive signals by acting as an indicator of superior quality that is recognized by more and more other customers. this effect is particularly strong for premium priced products. Customers normally assume that a product must be of exceptional quality if it can gain such an unexpected market success despite its high price. Any brands offer positive emotional benefits of using a product that is a popular in the markets. The value of a product or service can rise through number of uses of the same product, e.g. number of an online community, better availability of software for popular computer system.NEGATIVE EFFECTS OF INCRESING MARKET SHARE ON CUSTOMER PERCEPTION For premium and luxury products, customers may translate an increasing market share into a loss of exclusively and thus perceive it as less valueable. The quality of services ay suffer if they are concerned by increasing numbers of users. diseconomies of scales and congestions can be observed with busy airports and many other services so that customers may look for other provides that promise timely service and convenience.

CHAPTER-3RESEARCH METHODOLOGYOBJECTIVE OF THE STUDYThe primary objective of the study is to gain the knowledge about the customer perception about AXIS Bank through extensive market survey so that the bank can use this study for the further operations.SECONDARY OBJECTIVE To study customer perception about AXIS BANK ltd. To help in increasing the business of the bank. To identify the major attributes of customer perception. To increase the awareness of AXIS Bank ltd. To identify and study the various ways of ensuring customer satisfaction adopted by AXIS BANK VS HDFC,ICICI& SBI.RESEARCH DESIGNThe research is based on descriptive study as it is pre-planned and structured.SCOPE OF THE STUDYThe study is confined to studying consumer perception towards services of Axis Bank. The efforts have been made to study the consumer perception in Sector 35 Branch.SAMPLE SIZESample size is reduced to 100 respondents. This was done in mind the time constraints.SAMPLING METHODConvenient Sampling technique has been used. Data analysis has done with the help of statistical methods such as percentages and data is presented with the help of pie-charts bar charts.SAMPLE DESIGNThe population considered for the purpose of the survey was people residing in and around Chandigarh .DATA COLLECTION TECHNIQUESThe data has been collected through both primary and secondary sources. In primary source the data has been collected through the interview of the manager and the employees and questionnaire from the customers. the secondary data was collected through books ,journals, magzines. Companys website.

LIMITATIONS Lack of interest shown by the respondents resulted in incomplete responses. Poor and ambiguous were there because of some responded without clearly understanding the questions. But this was minimized as afr as possible because the interviewer assisted the respondents. Financial constraint: Resources allolted was scarce. Contacting the customer was a difficult job. Sometimes bank officers were hesitant to give details about the bank.The reserach was carried out in a short period.

CHAPTER-4SWOT ANALYSISSTRENGTHSAXIS Bank enjoys a very good reputation and goodwill in the minds of general public. The bank has a very good ATM Network with over 4000 ATMs, which have been placed very well in different parts of the country at prominent places. AXIS Bank also has a very good network of 1035 branches that are spread across different cities of the country and it is still expanding on that number. The bank currently has a very good customer base and it is expanding very fast on it. AXIS Bank staff is a blend of experience and young personality which is a well knit team sincerely devoted to their work. AXIS Bank has the state of the art and fully computerized technology.WEAKNESS Less awareness amongst the general masses. Unawareness about the difference services of AXIS bank like NRI schemes, foreign remittance. The nuber of marketing executives are very low.OPPORTUNITIES Peoples dissatisfaction towards nationalized banks in terms of service has turned out to be a blessing for private banks. AXIS bank with its brand image can be benefitted to a large extent by this opportunity. Their lies great scope in forex department which if utilized to a greater extent can yield much better results, so AXIS bank can increase its business volume by exploring export segments.THREAT Reorganization of public sector bank-all the public sector banks have started to redefine their services in order to attract customers attention. Stringent norms by RESERVE BANK OF INDIA at any time in future can be a threat to private banks as their activites could be adversely affected.

CHAPTER 5- DATA ANALYSIS, FACTS AND FINDINGSDATA ANALYSISQ1: - AGE OF PEOPLE

The above chart shows that among the customer surveyed 45% are less than 29 years age who avails maximum banking and investing services.

Q2. WHICH OCCUPATION DO YOU BELONG?

This pie chart clearly reveals that service holders (44%) have occupied major chunk of people, this followed by business class (28%) who are mostly having a current account in the bank.

Q3. HOW MUCH OF YOUR GROSS INCOME GOES FOR INVESTMENT?

With the survey an attempt was made to find out that how much part of income of bank customers goes for investment. Out of 100 customers 32 persons investment 0-10% of their income , 38 invest 10%-20%, 22 invest 20%-30% and only 8 persons invest around 30% and above of their income. Among the persons who invest around 0-10% mostly fall in the income level of 0-1.5 lac. While looking at the data it seems that bank customer are conscious about investing the money and earning good returns.

Q4:- IN WHICH BANK OR ANY OTHER FINANCIAL INSTITUTE DO YOU HAVE INVESTMENTS?

This reveals that major chunk of people do banking with SBI Bank as compare to other banks but still AXIS Bank is the preference of majority of people.

Q5. ARE YOU SATISFIED WITH THE SERVICES YOUR BANK IS PROVIDING?

When customers were asked a question regarding their satisfaction with their respective banks 84 customers respond in a positive way and say that they are fully satisfied with their present bank because of their excellent services, good product line, and additional benefits that they give to their customers but in the survey 16 customers are such also who are not satisfied with their bank because of unnecessary expenses, poor services etc.

Q6. WHICH OF THE FOLLOWING ATTRIBUTES ATTRACTED YOU TO OTHER BANKS?

All the facilities attracted but most of them is ATM and working hours to solve peoples query and managing to their banking needs attracted people.Q7.WHICH TYPE OF SERVICE DO YOU PREFER MOST?

Among the services ATM facility and Net Banking facility of AXIS Bank is mostly preferred by a large number of people and other facilities like core banking, mobile banking, and retail banking still enjoy large circulation.

Q8. WHICH OF FOLLOWING BANKS DO YOU HAVE ACCOUNTS WITH?

Majority of people to open account in SBI as it is a public sector bank but in a comparison to private sector banks Axis Bank stood second after ICICI Bank.

Q9.WHAT TYPE OF ACCOUNT DO YOU HAVE IN BANK?

Mostly saving account and fixed deposit are preferred of AXIS Bank are preferred by people.Q10. ARE YOU SATISFIED WITH THE SERVICES AND PRODUCTS OF AXIS BANK V/S OTHER BANKS?

The above chart clearly shows that the people are satisfied with the services of AXIS Bank.

Q11. HOW WOULD YOU RATE THE PRODUCT OFFERED BY AXIS BANK THAN OTHER BANKS?

34% of people rating very good and 28% rating good clearly states that people are happy with the services of AXIS Bank.FACTS and FINDINGS 1. Most of the respondents are either servicemen or business. Serviceman have occupied a major chunk and businessman has also liked it but their contribution in this bar could be said satisfactory.2. Most of the customer wants quick service and proper information while dealing with the product and services of Axis. Factor like less formalities of document while opening an account and variety of product do not make a big impact on customer behavior.3. It was found from the study that bank believes in quality service rather than quantity of service.4. The marketing strategy tries to attract customers with innovative offers.5. The important facts which we could conclude from our data regarding the buying behavior of individuals are that people give maximum importance to the income growth.6. Regarding the acceptance of AXIS Bank as a financial over other banks it is analysed that though a lot of our sample population was aware about it and had invested in it.

CHAPTER-6CONCLUSION,RECOMMENDATION AND SUGGESTIONCONCLUSION1. Customer perception means consumer can evaluate a product along several levels. Its basic characteristics are inherent to the generic version of the product and are defined as the fundamental it can offer to a customer.2.Generic products can be made distinct by adding value through extra features, such as quality or performance enhancements.3.The final level of consumer perception involves augmented properties, which offer less tangible benefit,such as customer assistance, maintenance services, training or appealing payments option.During the project study, I found customer perception and views about product and services of AXIS BANK.1.On the basis of survey, researcher can recommend that through the customer are satisfied with the services provided by AXIS BANK. There is a vast scope of improvement in the level od satisfaction given by different customers. It was also observed that through the bank has launched various innovative products.2.Compaative study of financial products and services of AXIS BANK with other shows that 38% customer satisfied with the product and services of AXIS BANK.3. Most of the people want quick services and proper information when they visit a bank first time and while opening an account in the bank.4. So as a conclusion, we can say that most of the customer or people are satisfied with the services the products and services of AXIS BANK.

RECOMMENDATION AND SUGGESTIONS

1. Effective marketing research activities should be organized.2. Customers/ client s complaints should be considered and try to short out with minimum time.3. Increase the sources for reliable information.4. We know that the product and services offered by the bank are the best but more or less similar are offered by other banks as well as e.g. Citibank, standard chartered etc, so promotional campaigns are must in this era of stringent competition.5. The bank should consistently try to improve and upgrade its technology with the global standard in order to provide excellent customer satisfaction.6. Ethical codes and conducts should be followed by the organization.7. We know that in this world of intense competition everyone is trying to prove itself best in its respective field therefore we can conclude that there is always an edge of improvement and hence the brand should work on that.8. Establish and coordinate business relation with big corporate houses across the country.9. AXIS can improve upon its efficiency by not changing its staff frequently. By doing this bank can continue to create, maintain and grow strong relationship with its existing customers.10. Idea behind this is that staff which is already working for bank is well acquainted with the nature and wants of the existing customers.

BIBLIOGRAPHY Annual reports of Axis Bank LTD., year 2011-2012 Gupta Shahsi K., and Praneet Rangi, (2012)Research methodology: methods, tools & techniques,kalyani Publisher, New Delhi. Jain T.R.,S.C. Aggarwal and N.Ranade (2008)Business Mathematics & Statistics, V.K Enterprises, New Delhi http://www.Axis Bank Ltd.Bank.com http://www.google.co.in http://en.wikipedia.org http://www.sribed.com http://www.deal4loans.com/loans/Axis bank Ltd.-Axis Bank Ltd.-ltd/ http://www.Axis Bank Ltd.bank.com/personal/default.htm

ANNEXUREQUESTIONNAIREDear SIR/MADAM, I am conducting survey on Axis Bank. I shall be very thankful to give your valuable time to me for answering the questions.Name: .

GenderMale Female

Income :1lac1-3lacs3-5lacs5-7lacs

1. In which age group do you belong?(a) 502. Which occupation do you belong?(a) Service (b) Business(c)Student (d) others3. How much of your gross income goes for investment?(a) 0-10%(b)10-20%(c)20-30%(d)30% and above

4. In which bank or any other financial institution do you have investment?(a) AXIS Bank (b)SBI(c)ICICI (d)HDFC5. Are you satisfied with the services your bank is providing?(a) Yes (b) No6.Which of the following attributes attracted you to other banks?(a) ATM cum DEBIT Cards (b)Cheque Book(c)Internet Banking/Phone Banking (d)Working Hours(e)Value Added Services7.Which type of services do you prefer the most?(a)ATM SERVICE (b)INTERNET BANKING(c)MOBILE BANKING (d)CORE BANKING(e)RETAIL BANKING8.What type of account do you have in bank?(a)Saving (b)Current(c)Fixed (d)NRI9.Are you satisfied with the services and products of Axis Bank v/s other Banks?(a) Yes (b)No(c)Cant Say 10.How would you rate product service /product vs. cost bi AXIS BANK?(a) Very good (b) Good(c)Moderate (d)Less(e)Poor