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In this modern business world, every business man considers the customer as god gifted. Retaining the customer is a toughest work. Without retaining the existing customer & attracting new customer, no business can survive. Every business man should know his customers preference and tastes. If he is able to adopt to the changes happened in the customer preference, he can able to market his product or service. In this study, the researcher has taken to analyze the customer preference towards city co-operative bank, Coimbatore. Marketing is societal process by which individuals and groups obtain what they need and want through creating offering and freely exchanging products and services of value with others. Marketing managements as they are and science of choosing target market and getting keeping and growing customers through creating, delivering and communicating superior customer value The research has been conducted by the researcher to analyze the customers preference towards the City Co-operative Bank, to analyze the preference level of customers, to identify the factors that influence customers in having account, to find out how to attract more customers to City Co-operative Bank, to find out how to retain the existing customers.

The researcher had done descriptive research for studying the attitude of the employee. Probabilistic sampling design has been used to conduct the research. Sampling unit is the basic unit containing the elements of a target population. The sampling unit of the study is only the City Co-Operative Bank. The study contains a sample size of 80 bank staffs & workers. Simple Random sampling is adopted as sampling technique. The data was collected from the both primary and secondary sources. Tools Used For Data Analysis Percentage Analysis Chi-square Test Anova

Right person should be appointed as a customer relationship officer and the approach of the customer relationship officer should be friendly and good. Opening an new account should be made easy to attract new customers. City co-operative should offer new schemes and loans to the customers to retain them and to attract new customers. Customer service should be


enriched to stop the customer on going to other banks. Bank should be modernized with latest equipment, facilities and computerized to increase the preference level of the customers. Proper locker room facility should be provided to attract the high income people. Our research attempts to find the preference level of the customers of City Cooperative bank. This research has extended our understanding of customer preferences and customers behaviour by examining the effects of service quality and approach in City Cooperative bank, Coimbatore. General information was based on an investigation of customers preference level towards service provided by the City Co-operative bank.

From the result of analyzing data, it show that the approach, responsiveness, assurance, modernisation and quality of service is important to increase the customer preference level in City Co-operative bank.