Presentation on Consumer Perception regarding the

Acceptability of Dhanlaxmi Bank

Submitted By:Hiranya Vaidya

M090700032

INDUSTRY PROFILE

o Banking Regulation Act came into force in India in 1949.

o Oldest /Largest Bank- SBIo There Are96 Scheduled Banks 31 Public Sector Banks 27 Private Sector Banks 38 Foreign Sector Banks

How It All Began…..

Humble Beginnings• Incorporated on 14th November 1927 at Thrissur• Started with a Capital of Rs.11,000/- and 7 employees• 1975: Opening of 1st Non-Kerala Branch at Chennai Mount Road• Scheduled Commercial Bank in 1977

• 1980: Opening of 100th Branch

• 1996: Reached 1000 crores in business

• 1996: 1st Public Issue

• 2000: 1st ATM at Thrissur Corporate office Building

• 2002: Platinum Jubilee Celebration

• 2008: Reached Rs.6,000 Crores in Business

• 2009: Achieved Rs.10,000 Crores in Business

• 2010: Beginning of Change, New Vibrant Logo and Corporate Identity

Dhanlaxmi Today

• Total Business as on 31.12.2009: 10,000 crores• Total Branches: 227• Total Extension Counters: 26• Total Existing ATM’s: 224• Deposits grown by 40% this year• Road mapped for Corporate Group business• Our employee strength:4500 and still growing• Male to Female Ratio: 70:30

ROAD

AHEAD

RBI Approval for Opening of 66 new Branches & 380ATMs,20 Branches and 229 ATM’s to be launched

RBI Permits Opening of 5 new Regional

Offices in Kerala

Additional Central Processing Centre at Thrissur & Hyderabad

Emphasis on Network, Balance Sheet, Profitability

• Operationalized 42 new branches in October and

November

• Launched Internet Banking services for customers

• Credit card launch in tie up with In-solutions Global

(Pvt.) Ltd.

Highlights in 2009 – 10

• Recognized as “India’s Fastest Growing Mid-size Bank” by Business

Today on the basis of a survey

• Awarded Best bank in the private sector at the Banking Excellence

Awards instituted by the State Forum of Bankers’ Clubs

• Awarded the Best Employer Brand among the private sector banks

by Employer Branding Institute in its South Regional Round

Highlights in 2009 – 10 (Contd.)

Branch Structure

Strengths •Online Services•Advanced Infrastructure•Friendly Staff•Bank–Insurance services

Weaknesses•Brand Image•Loan Facility•High Minimum Balance

Swot Analysis

Opportunities •More branches•ATM•Awareness•Loan facility

Threats•Competition•Net Services•No Proper Facilities to Uneducated customers

(Contd..)

• To measure the awareness level of people regarding Dhanlaxmi Bank.

• To identify the factors that influence customers to choose a Bank.

• To evaluate the overall satisfaction level of customers.• To find the scope to bring a change in existing strategy.• To know whether customer will go for Dhanlaxmi Bank

in future

Need & Objectives of study

Type of Research- Descriptive ResearchSample Design- Non-probability research designSample unit- ChandigarhSample Size- 100

Research Methodology

Sources of data collection-Primary Data & Secondary DataInstrumentation techniques – Questionnaire Tools use for Data Analysis- MS Word, MS Excel

Contd…

Awareness about Dhanlaxmi Bank?

From which source you come to know about Bank/ Branch? 

For what purpose do you visit Bank frequently?

o This overall research will help the Dhanlaxmi Bank to know its image

amongst the bankable population

o It will also help Dhanlaxmi Bank to locate the target population for its

different schemes.

o It will also help them to locate most appropriate locations for the

expansion of the bank.

o By doing the research with the help of MBA trainee’s bank will save huge

costs which they would have incurred during the research work.

Implications of the study

• To maintain the minimum balance is the main problem for the customers.

• The Bank also provides insurance services. That means the bank have a tie-up with an insurance company

• Advertisement in Chandigarh region is very poor.• In Chandigarh branch there is no updated Database.• Their main target is to get quality customers, instead

of the quantity.

Findings of the Study

• There is only one branch and ATM of Dhanlaxmi Bank in Chandigarh.

• The competition in the banking industry is very high and is increasing at a faster rate.

• 48% of respondents are aware about Dhanlaxmi Bank, while others are not.

• 46% of the respondents know about Dhanlaxmi bank because of executive visit.

Contd….

• Open more branches and install more atms to serve the vast market of Chandigarh .

• More ATMs should be opened up like on high ways, in petrol stations, in shopping malls for the convenience of people.

• Carry on Advertising campaign with more intensity.

Recommendations Made

• Besides opening more branches it should also look for opening some extension counter in Panchkula and Mohali.

•  Minimum balance to be maintained should be decreased.

• Updating existing customer database every two months.

Recommendations Made (Contd..)

• Dhanlaxmi Bank will come to know their image amongst the bankable population.

• Bank will get an updated database.

Benefits likely to accrue to the Bank

• Efficient decision cannot be taken from small Sample Size.

• Survey is restricted only to the area Chandigarh.• Time constraint.• Co-operation of respondents.

Limitations

• The Bank should strengthen marketing team by recruiting more sales executives so as to expand the network.

• To gain the confidence of customers, the Bank should organize on boarding activities with them every week

Proposed Implementation Methodology