A Summer Internship Project Report on

A Comparative Study of Retail Banking Products & Services of Axis Bank and ICICI Bank
Submitted in partial fulfillment of the requirements for the degree of

Post Graduate Diploma in Management (Marketing) by

Sheetal Harison
(Roll No. E2-29) Under the guidance of

Prof. Vishal Thelkar

A Study Conducted forAXIS BANK INDIA PVT LTD

at Indira School of Business Studies, Tathawade, Pune 411033

(2011-13)

Acknowledgement

I express great pleasure in introducing my project report titled A

Comparative Study of Retail Banking Products & Services of Axis Bank and ICICI Bank.
I take this opportunity to express my most sincere and heartfelt gratitude to Mr. Rohit Tendulkar(Assistant Vice President)and all Axis Bank in Pune, Axis Bank India Pvt Ltd, Pune, for providing me with a wonderful opportunity to execute this project in their esteemed organization and for patiently monitoring and guiding me throughout the project. This project would not have been successful without the precious guidance of our director Dr. Renu Bhargava and my project guide Prof. Vishal Thelkar, to whom I express my sincere gratitude and all those who have helped me directly and indirectly in the successful completion of my project. I would also like to thank my parents and friends for their support.

Sheetal Harison
E2-29

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Executive Summary
The Summer Project taken by Sheetal Harison was to do a comparative study of retail banking products and services of Axis Bank and ICICI Bank. In his work he focused on the customers of all customers who do banking in Hinjewadi and nearby areas of Hinjewadi, Pune. Axis Bank Hinjewadi is a Rural Branch. For his research project Sheetal Harison created a structured questionnaire which was responded to by 150 customers. The respondents compromised mainly of salaried personnels, students and businessman. The questionnaire was created to check the customers perception about Axis Bank and also the customer who banks with other bank. The areas near Hinjewadi, Pune have large number of salaried personnels and students which come from different parts of the country also the areas are populated by local people. Axis banks market is rural customer and they are the one who do regular banking with them. The Salaried and Student class people hardly visit bank. Axis Bank has a very good presence in Pune City with 28 Branches. All together Axis bank have a total of 1769 branches across India and 10263 ATMs. Axis Bank has a global presence in countries such as China, Hong Kong, Singapore, Sri Lanka and UAE. Axis Banks Balance sheet as on March 31st 2011 stands to Rs 2,85,627,79(Lac). Banking in India started in last decades of 18th Century but Axis Bank started its operations in 1994 under the name of UTI Bank. UTI bank was a very well renowned name with most of the public sector people as they were the banker to huge bodies such as Indian Railways and also to the Ministry of Defense. It was then and now known for the quality products and services that they are offering from all the years. It is the third largest private bank after ICICI and HDFC. Through the span of 60days which Sheetal Harison has spent with Axis bank, he first tried to gain knowledge about different products of Axis Bank. Axis Bank is in collaboration with different bodies in the financial sector such as Bajaj Alliance for the purpose of general insurance and with Max Life for Life Insurance. I did a lot of lead generating for the Business Developers of my branch through field work and by method of calling. The main reason was to take up an appointment with the new or current customer. Also the respondents to my questionnaire helped draw some Conclusions, Findings and Recommendation for Axis Bank. The project lasted for a period of 60 days from May 1st 2012 to June 30th 2012.
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SN 1

Contents Introduction

Pg No

Industry / Company overview

Review of Literature/ Theoretical Background

Objectives

Research Methodology

Data Analysis , Results and Interpretation

Conclusions

Limitations of the project

Recommendations

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List of Tables
S. No. Table No. Page No.

Table No. 6.1

34

Table No. 6.2

35

Table No. 6.3

36

Table No. 6.4

37

Table No. 6.5

38

Table No. 6.6

39

Table No. 6.8

41

Table No. 6.8

42

Table No.6.9

43

List of Figures
S. No. Figure No. Page No.

Figure No. 6.1

34

Figure No. 6.2

35

Figure No. 6.3

36

Figure No. 6.4

37

Figure No. 6.5

38

Figure No. 6.6

39

Figure No. 6.8

41

Figure No. 6.8

42

Figure No.6.9

43

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Abbreviations
S. No. Abbreviation Word

1.

KYC

Know Your Customer

2.

ATM

Automated Teller Machine

3.

AQB

Average Quarterly Balance

4.

CRM

Customer Relationship Management

5.

NRIs

Non Resident Indians

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