PROJECT REPORT

ON

Retail Banking
SUBMITTED BY
NAME:
REG NO.:
SUBMITTED TO SCDL

In partial fulfilment of the requirements for the award of degree of

POST GRADUATE DIPLOMA IN

BANKING & FINANCE

Page | 1
 NO OBJECTION CERTIFICATE

This is to certify that “________________________” is permitted to use relevant

data/information of this organisation for his/her project as a partial fulfilment of the Post
Graduate Diploma in Banking & Finance Programme. We wish him/her all the success.

Signature of the competent authority

Page | 2
 DECLARATION

This is to declare that I “___________________” have carried out this project work myself in
part fulfilment of the Post Graduate Diploma in Banking & Finance Program of SCDL.

The work is original, has not been copied from anywhere else and has not been submitted to
any other University/Institute for an award of any degree/diploma.

Date: Name:

Signature: Reg No:

Page | 3
 CERTIFICATE OF SUPERVISOR

Certified that the work incorporated in this Project Report Retail Banking submitted by
________________________ is his/her original work and completed under my supervision.

Material obtained from other sources has been duly acknowledged in the Project Report

Date: Signature of Guide

Page | 4
 TABLE OF CONTENTS

CHAPTER CONTENTS PAGE NO.

Chapter -1 Executive Summary 6

Chapter -2 Plan of the Research 10

2.1 Introduction 11
2.2 Objective of the study 16
2.3 Impact of Retail Banking 19
Chapter -3 Company Profile 20
3.1 Introduction of axis bank 21
3.2 History of Axis bank 23
3.3 Milestone 28
3.4 Retail banking services 30
3.5 Products and Services of Axis Bank 31
3.6 SWOT Analysis 43

Chapter - 4 Research Methodology 44

Chapter - 5 Data Collection and Data Analysis 46

Chapter – 6 Limitation of Study 67

Chapter – 7 Findings & Conclusion 69

Chapter – 8 Conclusions 72

Chapter – 9 Suggestions 75

Chapter -10 Bibliography 77

Page | 5
 Chapter 1
Executive Summary

Page | 6
 EXECUTIVE SUMMARY

Banking is the financial function which plays an important role not only for the particular
individual but also for the overall economy. With changing face of overall economy, the face
of banking service is also changing now it has become more & more attractive various newer
functions has been added in the banking services to attract more & more customers.

Earlier banking service is offered as ‘facility provider’ to customers to protect their saving in
the most effective mode. They were never concentrated on profit as a business but with the
changing time & with the highly growing economic condition the role of banking is also been
changed instead of only ‘Facility provider’ it has also become a ‘profit maker’ with new
attractive face Retail Banking in India is not a new phenomenon. It has always been prevalent
in India in Various Forms.

Retail Banking:
Retail Banking is nothing but dealing of commercial banks with individual customers, both on
liabilities and assets sides of the balance sheet.

Asset Side:
- Fixed, current/saving accounts.

Liabilities Side
- Mortgages, loans (e.g.: Personal, Housing, Auto & Education)

Today’s retail banking sector is characterized by three basic characteristics:

- Multiple Products (deposits, credit cards, insurance, investments and securities)
- Multiple channel of distribution (call centre, branch and internet)
- Multiple customer groups (consumer, small business and corporate)

Page | 7
The typical products offered in the Indian Retail Banking segment are housing loans,
consumption loans for purchase of durables, auto loans, credit cards and educational loans.
The loans are marketed under attractive brand names to differentiate the products offered by
different banks.

Banks are basically service-rendering institutions. The existence and success of banks depend
on their ability to meet the various needs and wants of the customers. The new millennium has
brought with it challenges as well as opportunities in various fields of economic activities
including banking. The banking sector in India has undergone several changes in the areas of
prudential, regulatory, disclosure and supervisory norms. The financial reforms launched
during the early 1990s have dramatically changed the banking scenario in the country. New
prudential norms, capital adequacy prescriptions, identification of bad debts, provision
requirements etc. were enforced and interest rates were deregulated. As a result of these
reforms, new private sector banks were allowed entry into the market.

Many of these new private sector banks have brought them state-of-the-art technology and
lean structures. These new private sector banks have built a wide network of branches, set
superior standards in productivity, they introduced global best practices and more importantly
they have built durable competencies by attracting the best manpower, and creating strong
brand image in the financial market within a short span of time. This forced the banks
applying old banking practices to respond to the new challenges with aggressive restructuring
measures. On the other hand some of these banks have not introduced innovative services, not
set the superior standards in productivity and even not shown their competencies so they have
given indirect benefit to private sector banks.

Today Banks was aggressively seeking to become the leader in the banking & financial
services space in India amongst the largest private banks in the retail-banking segment. To
implement the same, banks tapped the retail banking space by offering various products and
services. A decade before, it was tough to belief that banking sector will be at a finger tip.

Page | 8
Now it‘s possible. A mobile hand set with a connection is the only instrument needed to make
a gateway to your banking transaction, the latest innovation of technology.
Apart from the Mobile Banking, including of SMS Banking, Net Banking and ATMs are the
major steps taken by the banks in India towards modernization. With all these devices and
systems, there is a complete freedom to experience. Check your account, transfer your fund,
make payments and what more, do anything of everything what has been followed in physical
banking since ages. But this times no standing for hours in front of cash counter and no time
boundation in withdrawing your own money.

The main aim behind this study is to judge the awareness of consumers about the Private
Banks offering Retail Banking Products & Services with the help of Axis Bank, to understand
the customers perception on the service delivery of the bank, to study the major factors
influencing their purchase decision as well as to find the immediate competitors in the minds
of consumer for loan as a retail product, to study the services provided by Axis Bank and
those which are being effectively utilized by the customers and their performance, and to
study the comparative influence of various mediums of advertisements in creating awareness
amongst the consumers.

Questionnaire survey was used as method data collection. And through this research the
overall customer perception towards these particular services can be concluded as Good as
well as satisfactory.

Page | 9
 Chapter 2
Plan of Research

Page | 10