A

PROJECT REPORT

ON

SEGMENTATION AND PENETRATION

OF

HDFC BANK

Submitted in partial fulfillment for the completion of the degree requirement of

Masters of Business Administration (MBA)

School of Business
Mody University of Science and Technology
Lakshmangarh (Rajasthan)
2019-20

Submitted to Submitted by
Indraneel Pratap Dutta Saloni Rathi
180382
MBA 2019-20
 FACULTY GUIDE’S CERTIFICATE

“To whom it may concern”

This is to certify that the Summer Internship Project Report (CP 305), titled on
“SEGMENTATION AND PENETRATION” is done by Ms. Saloni Rathi Enrolment
no. 180382 is a bonafied work carried out by her at HDFC Bank, Sibsagar under my
guidance. The matter embodied in this project work has not been submitted earlier for
award of any degree or diploma to the best of my knowledge and belief.
I recommend its submission for evaluation.

Signature of the Faculty Guide

Name – Dr. Sumit Kulshrestha
Date – Oct 4, 2019
CERTIFICATE
 DECLARATION

I hereby declare that this project titled “Segmentation and Penetration” for HDFC Bank is an
original work done by me under the guidance of Mr. Indraneel Pratap Dutta (Corporate Mentor)
and Prof. Sumit Kulshrestha, Faculty Mentor, School of Business, Mody University). This report is
in partial fulfillment of degree of Master of Business Administration (Full time) 2018-20 from
School of Business, Mody University.

Saloni Rathi

Place: Lakshmangarh

Date:
 PREFACE

Without practical training, management education is meaningless so long with the theory; practical
training is provided to management students to expose them to the actual working environment of
any organization. Such training provides a framework of knowledge relating to the concepts and
practices of the assigned topics in the organization.

As a part of our course I had to go through a summer internship project report on any topic to get
the practical aspect of business management. This particular project has been conducted at HDFC
Bank.

I want to express my gratitude for experience and practical knowledge that I learn during the
summer internship. In this report I had presented my great experience in the form of words.

The project flows logically of questionnaire and face-to-face interaction with customers and
employees to collect information require for project. I have tried my upmost to make this report a
reader friendly and try to fulfill my objective of study.
 ACKNOWLEDGEMENT

Interning with India’s no.1 bank, HDFC Bank was a great opportunity and experience for a fresher.
I am thankful to School of Business, Mody University for providing me with this opportunity. A
special thanks to my placement, CDC Department (Himanshu Vyas) who tried their best to make
sure we sail through this journey skillfully without any glitches.
I would like to thank Mr. Indraneel Pratap Dutta, Branch Manager of HDFC Bank, 1647 branch,
Sibsagar who guided me throughout the internship and answered all my queries with patience. I
would also like to thank, Mr. Pankaj Goswami, PB Classic, Mrs. Sumi Tamuli, PB-WD, Abdul
Meraz Hussain, Common Authorizer, and Mr. Montu Bora, Teller and at the branch for
supporting me and believing in me. I also thank my Faculty Mentor Prof. Sumit Kulshrestha for
his regular guidance and support and for providing feedback on my work regularly.
I will try to use the experience and learning of the two months in all of my future endeavors.
 EXECUTIVE SUMMARY

HDFC Bank Ltd. was established by Mr. Aditya Puri and Mr. Deepak Parekh which is now the no.
1 bank in India and is expanding its customer base every day. The bank offers a variety of products
and service for four different customer segments. The financial performance of the bank is also on a
better side in spite of prevailing market conditions.

The report includes my experience of working as an intern with HDFC bank along with
observations, issues, suggestions and learning.

The report includes questionnaire that asks customers about their satisfaction towards HDFC
Bank, in terms of products & services provided, ambience of the bank, how the employees
understand the specific need of the customer which results to the fluctuation of the customer
satisfaction for the customers. Regression as a tool was applied to study the relationship between
customer overall satisfaction and facilities provided by bank, ambience of the bank and employees
level of understanding of customer specific needs.

Purpose of the study is to find out customers segmentation, product segmentation, how well HDFC
Bank’s Penetrating and performing and customer awareness about the services. And to measure the
awareness level of people regarding banking services offered by bank, overall satisfaction level of
customers regarding services and products offered by the bank.
 CONTENTS

S No. TITLE Page No.

PROFILE OF THE ORGANIZATION
1 8
BUSINESS FOCUS
2 10
SWOT ANALYSIS
3 11
GEOGRAPHICAL SPREAD
4 12
MANAGEMENT STRUCTURE
5 13
ORGANIZATION STUCTURE
6 14
PRODUCT SEGMENTATION
7 15
CUSTOMER SEGMENATION
8 23
PENETRATION
9 25
INTRODUCTION TO STUDY
10 28
RESEARCH METHODOLOGY
11 30
DATA ANALYSIS & INTERPRETATION
12 32
FINDINGS
13 47
SUGGESTIONS
14 48
CONCLUSIONS
15 49
LEARNINGS
16 50
QUESTIONNAIRE
17 54
REFERENCES
18 56
 PROFILE OF THE ORGANIZATION

The Housing Development Finance Corporation Limited (HDFC) was amongst the first to receive
an 'in principle' approval from the Reserve Bank of India (RBI) to set up a bank in the private
sector, as part of RBI's liberalization of the Indian Banking Industry in 1994. The bank was
incorporated in August 1994 in the name of 'HDFC Bank Limited', with its registered office in
Mumbai, India. HDFC Bank commenced operations as a Scheduled Commercial Bank in January
1995. In 1994 HDFC Bank was incorporated, with its registered office in Mumbai, India. Its first
corporate office and a full service branch at Sandoz House, Worli were inaugurated by the then
Union Finance Minister, Manmohan Singh.

HDFC is India's premier housing finance company and enjoys an impeccable track record in India
as well as in international markets. Since its inception in 1977, the Corporation has maintained a
consistent and healthy growth in its operations to remain the market leader in mortgages. Its
outstanding loan portfolio covers well over a million dwelling units. HDFC has developed
significant expertise in retail mortgage loans to different market segments and also has a large
corporate client base for its housing related credit facilities. With its experience in the financial
markets, strong market reputation, large shareholder base and unique consumer franchise, HDFC
was ideally positioned to promote a bank in the Indian environment.
 BUSINESSFOCUS
HDFC Bank's mission is to be a World Class Indian Bank. The objective is to build sound customer franchises
across distinct businesses so as to be the preferred provider of banking services for target retail and wholesale
customer segments, and to achieve healthy growth in profitability, consistent with the bank's risk appetite. The
bank is committed to maintain the highest level of ethical standards, professional integrity, corporate governance
and regulatory compliance. HDFC Bank’s business philosophy is based on five core values: Operational
Excellence, Customer Focus, Product Leadership, People and Sustainability.

VISION, MISSION AND CORE VALUES

Vision
HDFC Bank is a young and dynamic bank, with a youthful and enthusiastic team determined to
accomplish the vision of becoming a world-class Indian bank.

Mission
HDFC mission is to be “World Class Indian Bank", benchmarking ourselves against international
standards and best practices in terms of product offerings, technology, service levels, risk management
and audit & compliance. The objective is to build sound customer franchises across distinct businesses
so as to be a preferred provider of banking services for target retail and wholesale customer segments,
and to achieve a healthy growth in profitability, consistent with the Bank's risk appetite. They are
committed to do this while ensuring the highest levels of ethical standards, professional integrity,
corporate governance and regulatory compliance.

Core Values
 Increase the market share in India’s expanding banking and financial services industry by following a
disciplined growth strategy focusing on quality and not on quantity and delivering high quality customer
service.
 Leverage the technology platform and open scalable systems to deliver more products to more
customers and to control operating costs.
 Maintain the current high standards for asset quality through disciplined credit risk management.
 Develop innovative products and services that attract the targeted customers and address inefficiencies
in the Indian financial sector.
 Continue to develop products and services that reduce the cost of funds. Focus on high earnings growth
with low volatility.
SWOT ANALYSIS OF HDFCBANK
STRENGTHS
 HDFC bank is the largest private banking sector in India.
 HDFC bank is located in 2,748 cities in India and has more than 8oo locations to serve customers through
Telephone banking.
 The bank’s ATM card is compatible with all domestic and international Visa/Master card, Visa Electron/
Maestro, Plus/circus and American Express. This is one reason for HDFC cards to be the most preferred card for
shopping and online transactions
 HDFC bank has the high degree of customer satisfaction when compared to other private banks
 The attrition rate in HDFC is low and it is one of the best places to work in private banking sector.
 HDFC has lots of awards and recognition, it has received ‘No.1 Bank in India from Forbes’ World’s Best Bank
and various awards from Outlook Money Awards, Dun & Bradstreet BFSI,.
 HDFC has good financial advisors in terms of guiding customers towards right investments
WEAKNESS
 HDFC doesn’t enjoy first mover advantage in rural areas. Rural people are hard core loyal in terms of banking
services.

 HDFC lacks in aggressive marketing strategies like ICICI

 Some of the bank’s product categories lack in performance and doesn’t have reach in the market
 Fixed charges for Swipe machines are high.
 Rate of Interest for savings and other service charges are not competitive.

OPPORTUNITIES
 HDFC bank has better asset quality parameters over govt banks, hence the profit growth is likely to increase.
 The companies in large and SME are growing at very fast pace. HDFC has good reputation in terms of
maintaining corporate salary accounts

 HDFC bank has improved it’s bad debts and the recovery of bad debts are high when compared to govt banks.
 HDFC has very good opportunities in abroad.
 Greater scope for acquisitions and strategic alliances due to strong financial position.

THREATS
 The non banking financial companies and new age banks are increasing in India
 The HDFC is not able to expand its market share as ICICI imposes major threat
 The government banks are trying to modernize to compete with private banks
 RBI has opened up to 74% for foreign banks to invest in Indian market
 GEOGRAPHICAL SPREAD

Mar'19
5,103
Banking Outlets
Debit Cards 2,35,7o,ooo

POS Terminals 4,3o,ooo

2,748
Cities
Credit Cards 85,4o,ooo

98,061
Employees
13,160
ATMs
 TOP MANAGEMENT STRUCTURE

Senior Management Team

Aditya Puri Managing Director

KaizadBharucha Executive Director

Group Head - Equities, Private Banking, Third Party Products, NRI & International Consumer
AbhayAima
Business

Arvind Kapil Group Head - Unsecured Loans, Home, and Mortgage Loans

Arvind Vohra Group Head, Retail Branch Banking at HDFC Bank

Ashima Bhat Group Head - Finance, Administration & Infrastructure

Ashish Parthasarthy Treasurer

Ashok Khanna Group Head- Vehicle Loans

Bhavesh Zaveri Country Head - Wholesale Banking Operations and Cash Management Products

Chakrapani V Country Head -Internal Audit and Chief of Internal Vigilance

Jimmy Tata Chief Risk Officer

Munish Mittal Chief Information Officer

Nirav Shah Country Head - Emerging Corporate Group, Infrastructure Finance Group & Rural Banking Group

Nitin Chugh Country Head - Digital Banking

Parag Rao Country Head - Card Payment Products, Merchant Acquiring Services and Marketing

Rajesh Kumar Group Head, Co-Head - Retail Risk

Group Head - Investment Banking, Private Banking, Capital Markets, and Financial Institutions at
Rakesh Singh
HDFC Bank.

Rahul Shukla Group Head - Corporate Banking & Business Banking at HDFC Bank

Sashi Jagdhishan Chief Financial Officer

Vinay Razdan Chief Human Resources Officer (CHRO)

 The title of my project report is “Segmentation and Penetration” and I was appointed as an intern
at Retail branch banking. The branch is located in B.G Road of Sibsagar, Assam. The branch
consisted of the major designated employees, in the following hierarchical structure:

Branch Manager
Mr. Indraneel Pratap Dutta

Relationship PB /Teller Authorizer

Manager Abdul Meraj Hussain

Welcome Desk Teller PB Service Personal Banker Branch Sales Officer

Mr.Mantu Bora Satyajit Das Mr. Pankaj Goswami Mr. Rupam Gogoi
Sumi Tamuli

Apart from the above mentioned people, there were several other sub- departments. These are:

 Credit Card Department: Ms. Tutumoni Gogoi

 Life Insurance Department: Mr. Roman Dutta
 Personal Loan Department: Mr. Amit Hazarika
 Car Loan Department: Mr. Bishwajit Bora
 Merchant Acquisition Department: Mr. Debashish & Amit Baruah
 Depository Department: Mrs. Rinky Bhuyan
 PRODUCT
SEGMENTATION
 WIDE RANGE OF PRODUCTSANDCUSTOMER SEGMENTS

LOAN PRODUCTS DEPOSIT PRODUCTS OTHER PRODUCTS / SERVICES

Auto Loan Personal Loans Savings Accounts Depository Accounts

Home Loans / Mortgages Current Accounts Mutual Fund Sales
RETAIL BANKING

Commercial Vehicles Finance Fixed / Recurring Deposits Private Banking

Retail Business Corporate Salary Accounts Insurance Sales
Banking Credit Cards Escrow Accounts NRI Services
Loans against Gold Bill Payment Services
LOAN
2-Wheeler /Consumer Loans POS Terminals
PRODUCTSCONTD…
Construction Equipment Finance Self Help Group Loans Debit Cards
Loans against Securities Joint Liability Group Loans Foreign Exchange Services
Agri and Tractor loans Kisan Gold Card Broking
Education Loans
WHOLESALE BANKING

COMMERCIAL BANKING TRANSACTIONAL BANKING INVESTMENT KEY SEGMENTS

BANKING
WorkingCapitalTermLoans Cash Management Debt Capital Markets Large Corporate
Bill / Invoicediscounting Custodial Services Equity CapitalMarkets Emerging Corporates
Forex & Derivatives Clearing Bank Services ProjectFinance Financial Institutions
Wholesale Deposits Correspondent Banking M & M Advisory Government / PSUs
Letters of Credit Tax Collections Business Banking/ SME
Guarantees Banker to Public Issues Supply Chain
Commodities

PRODUCTS / SEGMENTS OTHER FUNCTIONS

Foreign Exchange Asset Liability Management

Debt Securities Statutory ReserveManagement
TREASURY

Derivatives
Equities
yY

COMPLETE SUITE OF PRODUCTS TO MEET DIVERSE CUSTOMERS’ NEEDS

SAVINGS ACCOUNT
HDFC Bank offers a wide variety of savings account under its product portfolio. They are:

 Regular Savings Account

HDFC Bank offers a range of benefits on regular savings accounts. For instance, customers get access to a
wide network of branches and ATMs other benefits on our regular savings accounts include easy bill
payment options, free transactions alerts via mobile and email and free monthly statements.

 Saving Max Account

HDFC Bank offers several benefits on savings max accounts. Enjoy access to the account via phone,
mobile or laptop and get free lifetime debit cards. AMB of 25000 has to be maintained.

 Women’s Saving Account

HDFC Bank offers a range of features on women’s savings account. These include the Easy Shop
women’s debit card with cashback offers, along with higher daily shopping.

 Kids Advantage Account

HDFC Banks offers several benefits to kid’s advantage account holders, such as access to wide network
of bank branches and ATMs and multiple ways to bank. Parents can use avail the benefits of
kid’s advantage account with Net Banking access to their child’s account and automatic monthly transfer
to their child’s account via standing instructions.

 Senior Citizen Account

Enjoy numerous benefits on senior citizens accounts. Access a wide network of bank branches and
ATMs, and choose to bank online or on phone. In addition to these, HDFC Bank offers special
benefits on senior citizens accounts, such as preferential rates on fixed deposits and free travellers’
cheques.

 Basic Savings Bank Deposit Account(BSBDA)

HDFC Bank offers a range of features on BSBDA (Basic Savings Bank Deposit Small Account). These
include access to our wide network of branches, and various ways to bank. The additional features of
BSBDA include zero balance and a free Rupay card. Besides these, customers can avail other features of
BSBDA, such as bill payment options. HDFC Bank also offers special features on BSBDA, such as the
option of an international debit card and safe deposit locker.

The common insurance features for all the saving accounts are:

o Accidental hospitalization covers of Rs. 5o,ooo per annum. This is are imbursement cover for the first
applicant.

o Daily cash allowance once a year at Rs. 5oo per day, for a maximum of 15 days per year, for each day of
hospitalization due to an accident.
o Your claim will be processed only if you have used your HDFC Bank Debit Card at a merchant
establishment at least once in the 6 months prior to the date of hospitalization.

o Death Cover by Air / Road / Rail - Sum Insured of Rs. 5 lac on your Rewards Debit Card (Debit Card
should be active at retail or on-line stores at least once every 3o days to keep the free Personal Death
Insurance cover on their Debit Card active)

o Additional International Air Coverage of flat Rs.25 Lakhs on purchase of air ticket using your Debit Card

o Fire & Burglary for the items purchased under Debit Card (upto 9o days) - Sum assured Rs.2oo,ooo

o Loss of checked baggage - Sum assured Rs.2,00,000

SALARYACCOUNT

HDFC Bank provides for the facility of opening a salary account for the salaried persons. The different
types of salary accounts are:

Premium Salary Account

HDFC Bank offers a range of benefits on premium salary accounts. Enjoy hassle-free
banking with our easy access benefits on premium salary accounts- use your account on the go
and receive instant transaction alerts. Additional benefits on premium salary accounts include
preferential pricing on loans and free safe personal accidental death cover.

Regular Savings Accounts

The financial benefits on regular salary accounts include preferential pricing on loans and free personal
accidental death cover. In addition, HDFC Bank offers free demands drafts and higher spending limits as
special benefits on regular salary accounts.

BSBDA Salary
HDFC Bank offers a range of features on BSBDA (Basic Savings Bank Deposit Small Account). These
include access to our wide network of branches, and various ways to bank.

CURRENTACCOUNTS
The different profiles of current accounts offered to the general public by HDFC Bank are:

 ULTIMA Current Account

Access a wide range of banking features with the Ultima Current Account. Other features
of Ultima Current Account include speedy clearing of cheques, along with free cash deposits and
withdrawals. Additionally, E-Net facility with Ultima Current Account assist companies in
disbursement of salaries and bulk cheque printing.
 Supreme Current Account
Large traders can enjoy advanced branch, internet and mobile banking features on Supreme
Current Accounts at HDFC Bank. Access a host of customer-friendly payment features on
Supreme Current Account, such as free fund transfers to HDFC Bank accounts, and 2oo free
cheque leaves every month. Transact hassle-free with our cash management features on Supreme
Current Account including free cash withdrawals at home branch and free deposits within
specified limits. Use the account alert features of Supreme Current Account to keep track of
transactions. In addition, get the benefits of most features of Supreme Current Account through
online, phone and mobile banking.

 Apex Current Account

Enjoy free and fast cash and payment solutions for your business with HDFC Bank’s multiple
features and benefits on Apex Current Accounts. Benefit from our fast
clearing features on Apex Current Accounts, especially for outstation cheques. Get access to
several free features on Apex Current Accounts, such as NEFT and RTGS payments, up to 1ooo
free cheque leaves and unlimited demand drafts. The special features of Apex Current Accounts
include instant transaction alerts, easy salary disbursal and banking via SMS.

 EZEE Current Account

Enjoy affordable business banking across India with multiple banking features on EZEE Current
account. Benefit from the special rural features of Ezee Current Accounts, such as lower
quarterly average balance for semi-urban and rural accounts. The customer-friendly
features of Ezee Current Account include doorstep banking and free cash withdrawals at home
branch. In addition, receive a host of easy banking features on Ezee Current Account, such as
instant transaction alerts and on-the-go banking options.

 Max Current Account

Manage cash easily and efficiently with numerous features of Max Current Account at HDFC
Bank and its excellent financial services which creates customer value. Use our trade finance
features of Max Current Account to route import and export transactions, and get competitive
rates. Enjoy speedy clearing features on Max Current Account for quicker realization of cheques.
Benefit from the instant alert features on Max Current Account, as well as access to our wide
network of branches. The free features on Max Current Account include unlimited demand drafts,
RTGS and NEFT transactions as well as up to 5oo cheque leaves everymonth.
 There are several other current accounts offered by HDFC Bank in India. They are:
 Plus Current Account
 Current Account for Hospitals and Nurses
 Trade Current Account
 Current Account for Professionals
 Premium Current Account
 Merchant Advantage Plus Current Account
 Regular Current Account
 Merchant Advantage Current Account
 Flexi Current Account
 Institutional Current Account
 Ascent Current Account
 RFC Domestic Current Account
 Exchange Earners Foreign Currency (EEFC)Account
 E-Comm Current Account
 Saksham Current Account
 Agri current account
 Smart Up Solutions for Start-Ups

RURAL ACCOUNTS
 BSBDA Farmers
 Kisan Club Savings Account
 Pension Accounts (Also available for urban people)

DEPOSITS PRIVATEBANKING
 Dream Deposit  Direct Equity
 Regular Fixed Deposit  Mutual Funds
 Recurring Deposit  Fixed Income Products
 5 Year Tax Saving Fixed Deposits  Insurance
 overdrafts Against Fixed Deposits  Alternate Funds
 Sweep-In Facility  Structured Products
 Safety Deposit Lockers  Estate Planning

LOANS INVESTMENTS
 Personal Loans  National Pension Systems
 Car Loans  Atal Pension Yojna
 Business Loans  Invest Track
 Loan for Professionals  Investment Products
 Home Loans  Investment Advisory Group Reports
 Two Wheeler Loan  Public Provident Funds
 Gold Loan  Sukanya Samridhhi Account
 Loan Against Property  Pradhan Mantri MudraYojna
 Education Loan
 Government Sponsored Programmes INSURANCE
 Rural Loans  Life Insurance
 SmartDraft – overdraft Loans Against  Health and Accident Insurance
Property
 Motor Insurance
 SmartDraft – overdraft Loans Against Salary
 Travel Insurance
 Loans Against Assets
 Home Insurance
 Consumer Durable Loans
 Two Wheeler Insurance

CARDS  Student Travel Insurance

 Credit Cards  Cyber Safety Insurance

 Debit Cards
FOREX
 Pre- Paid Cards
 Travel Solutions
 Forex Cards
 Remittance Products
 Credit Card Rewards Card
 other Forex Services
 Card for Loan on Credit Cards
 Forex Cards

 Forex Help
DMAT Account
 DMAT Account PREMIERBANKING
 2 in 1 Account (DMAT + Trading Account)  Imperia Banking
 3 in 1 Account ( Savings + DMAT +  Preferred Banking
Trading Account
 Classic Banking
 Investment Assist
SERVICESOFFERED

Government E-Market Place(GeM)

HDFC Bank has partnered with Government
e-Marketplace (GeM) for providing banking
solutions to Buyers and Sellers for e-Procurements.

StartDoing

HDFC Bank provides a wide portfolio

of Car Loans, Bike Loans and Personal Loans.

SmartHub
SmartHub offers Payment Management solutions
to merchants of all sizes, operating across the most
varied industry verticals.

E-TollFasTag
It is a simple to use; reloadable tag which enables automatic
deduction of toll charges and lets you pass through the
toll plaza without stopping for the cash transaction.
FASTag is linked to a prepaid account from which the
applicable toll amount is deducted. The tag employs Radio-frequency Identification (RFID)
technology and is affixed on the vehicle's windscreen after the tag account isactive.
 CUSTOMER
SEGMENTATION
HDFC has segmented the customers on the basis of income group like formulating the structure of
Classic, preferred and imperial and also using customer financial needs to segment the market like
those of in need of general banking services (Retail & corporate banking) and those customers who are
HNI’s and are in need on investment advisory services.

Bank has the majority of its customer base who are tech-savvy, Young and are more inclined
to products coupled with technology. Product & services offered by the company are targeted to
salaried class, entrepreneurs, and High net worth Individuals (HNI’s).

Bank has positioned itself as a preferred provider of financial services by incorporating technological
advancement in its core businesses.

Managed (14%)

 Classic (11.2%)

 Preferred (2.8%)

 Imperia (0%)

Non-managed (86%)

 BSBDA

 Savings-Regular

 Regular Current

 Women’s Max

 Salary

 Loan
PENETRATION
HDFC follows their own strategy to penetrate the market. That is by applying different strategies by
segmenting their market and applying the strategy for each segment.

1. Merchant Thrust 4. Change in Relationship

 Own shopkeepers in the catchment. Sourcing liability a/cs for all asset
 Special rates on loans, Mini, SB A/c for disbursals
small shops Joint ownership with asset teams

2. Catchment Mining Program

5. ATM Assist Program
 To be leading Bank in the
Being launched across Bank in high
Catchment transacting ATMs

 Weekly program in small teams

led by seniors to meet, engage 6. Go to Sales
new customers

3. Village Penetration Program

Joint program with Agri/KG-targeting
new customers in Villages
MASTER INITIATIVE

CSC e-Governance

Central & State Increasing

Government distribution reach
 Education with larger focus
 Healthcare on Semi Urban &
 Religion Rural
 Societies
 Clubs
 Association
 Trusts

 Top 25 customers of
other banks

 Mandi
 INTRODUCTION TO STUDY

The report contains the organizational study done at HDFC bank. The report title is
“SEGMENTATION AND PENETERATION” The report gives an overview of the banking sector
and company profile and awareness of customers about different types of product and services
provided by HDFC bank. HDFC Bank provide many services which includes savings ac, current ac,
deposits, insurance, SIP (Systematic Investment Planning), D-mat ac etc. And purpose of this study
is to understand customers segmentation of HDFC Bank and ways how HDFC Bank penetrates their
market.

ABOUT THE TOPIC

Segmentation At its core, market segmentation is the practice of dividing your target market into
approachable groups. Market segmentation creates subsets of a market based on demographics,
needs, priorities, common interests, and other psychographic or behavioral criteria used to better
understand the target audience.
Segmentation is that the method of dividing markets into consistent teams of customers. The thought
is to form custom-made selling methods for hand-picked segments so as to satisfy clients’ wants
higher. Banks can give custom-made product to those market segments so as to extend their profit. In
applying selling strategy in banking/financial establishments, the supplier of banking/financial
services makes a distinction among numerous market segments. Services, the selling combine and
therefore the communication combine area unit tailored to at least one or a lot of hand-picked
segments. Market segmentation may be done consistent with numerous criteria once it's applied to a
private shopper market, e.g. geographic, demographic, and psychographic and activity.
Probably the best approach to segmenting a marketplace for a bank is to seem at client worth
segments and therefore the progression through the client relationship life-cycle. In terms of the
client relationship life-cycle, the bank can look to draw in first-time customers (which area unit
generally low in worth to the bank in their early stages) so, primarily through a series of marketing
activities, the bank makes an attempt to up-sell these customers and gain larger share-of-wallet to
create it a lot of profitable. There are a unit 5 broad market segments inside the banking sector (using
this type of market segmentation), most of that can be attenuated into two teams, thereby
representing nine potential market segments in total as follows:
 Non-customers

 Customers of other banks

 Consumers

Low-value customers

 Limited income/financial needs

 Business spread over several banks

Medium-value customers

 Most business with one bank

 Business spread over several bank

High-value customers

Ex-customers

Inactive

Closed Account

Market penetration can be used to determine the size of the potential market. If the total market is
large, new entrants to the industry might be encouraged that they can gain market share or a percentage
of the total number of potential customers in the industry.
For example, if there are 300 million people in a country and 65 million of them own cell phones, the
market penetration of cell phones would be approximately 22%. In theory, there are still 235 million
more potential customers for cell phones, or 78% of the population remains untapped. The penetration
numbers might indicate the potential for growth for cell phone makers.
In other words, market penetration can be used to assess an industry as a whole to determine the
potential for companies within the industry to gain market share or grow their revenue through sales.
Revisiting our example, the global cell phone market penetration is often used to estimate whether cell
phone producers can meet their earnings and revenue estimates. If the market is considered saturated, it
means that existing companies have the vast majority of the market share—leaving little room for new
sales growth.
BACKGROUND OF THE STUDY
This study is undertaken at HDFC Sibsagar, Assam branch where I approached a few customers and ask
them few questions to understand their perception for HDFC banking facility. We try to segment the
market through the products and services customer is using and gain a perspective of the historical and
current iterations of marketing segmentation to find out ways to penetrate the market.

RESEARCH OBJECTIVE
Purpose of the study is to find out customers segmentation, product segmentation, how well HDFC
Bank’s Penetrating and performing and customer awareness about the services.
 To measure the awareness level of people regarding banking services offered by bank.
 To adjust marketing mix as per the need and requirements of specific group.
 To evaluate overall satisfaction level of customers regarding services and products offered by the
bank.

RESEARCH METHEDOLOGY
Research methodology is a process used to collect information and data for the purpose of Making
business decisions .The methodology may include publication research, interviews, Surveys and other
research techniques, and could include both present and historical Information .
The methodology adopted for the study was through a structured questionnaire, which is targeted to the
different customers of HDFC Bank at Sibsagar branch. For this purpose sample size of 80 was taken.
The data collected from the different persons was analyzed thoroughly and presented in the form of
charts and tables.

RESEARCH DESIGN
A research design is a systematic approach that a researcher uses to conduct a scientific study. It is the
overall synchronization of identified components and data resulting in a plausible outcome. To
conclusively come up with an authentic and accurate result, the research design should follow a strategic
methodology, in line with the type of research chosen .In this report I have used descriptive research
technique. Descriptive research is used to describe characteristics of a population or phenomenon being
studied. This research includes survey and fact-finding inquiries of different kind.
SOURCE OF DATA

Primary data is the data which is collected through personal contact. The primary data was collected by
means of a survey. Questionnaires were prepared and customers of the banks at Sibsagar branch were
approached to fill up the questionnaires. The questionnaire contains 16 questions which asks about the
customers general information, products and services they prefer using, satisfaction, responsiveness of
employees and quality of services provided by the banks to the customers. The response of the customer
is recorded on a grade scale of 1 to 5 for each question where 1 is Highly Agree and 5 is Highly
Dissatisfied. The filled up information was later analyzed to obtain the required interpretation and the
findings.

Secondary data is the data which are available in the form of fact and figures. In order to have a proper
understanding of bank a depth study was done from the various sources such as books, a lot of data is
also collected from the official websites of the banks and the articles from various search engines like
Google, yahoo search and answers.com.

DATA COLLECTION METHOD

For data collection I have used questionnaires.

RESEARCH SAMPLE
Sampling Plan- since it is not possible to study whole universe, it becomes necessary to take sample
from the universe to know about its characteristics.
Sampling units: Customers of HDFC bank
Sample technique: Convenience sampling.
Research instrument: Structured questionnaire.
Contact method: Personal interview.
Sample Size - My sample size for this project is 80 respondents.
Sampling Frame - Here I have used pie and graph as frame to interpret data

LIMITATIONS OF THE STUDY

 The study is confined to HDFC Bank Sibsagar Branch customers and a very small sample of
respondents. Hence the findings cannot be treated as representative of the entire banking industry.
The study can also not be generalized for public and private sector banks of the country.
 Respondents may give biased answers for the required data. Some of the respondents did not like to
respond.
 Respondents tried to escape some statements by simply answering “neither agree nor disagree” to
most of the statements. This was one of the most important limitations faced, as it was difficult to
analyze and come at a right conclusion.

In our study we have included 80 customers of bank because of time limit.

DATA ANALYSIS AND INTERPRETATION

GENDER

Gender No. of Respondents % of Respondents

Male 61 76%
Female 19 24%

Female
24%

Male
76%

INTERPRETATION
From the graph above we can see that 76% of the respondent are male and 24% of the respondant were
female.
AGE

Age Category Frequency Respondents (%)

Below 25 8 10
26-35 years 34 42
36- 45 years 22 28
46- 55 year 13 16
55 and above 3 14
Total 80 100

4% 10%
16%

Below 25

26-35 years
42%
28% 36- 45 years

46- 55 year

INTERPRETATION
From the table and graph above we can be seen that
 10% respondent’s age are below 25 years.
 42% respondent’s age are 26 to 35 years.
 28% respondent’ s age are 36 to 45 years.
 16% respondent’s age are 46 to 55 years.
 4% respondent’s age are above 55 years
Occupation
Occupation Frequency Respondents (%)
Service 36 45
Business 27 34
Student 4 5
Homemaker 9 11
Others 4 5
Total 80 100

40
36
35

30 27
25

20

15
9
10
4 4
5

0
Service Business Student Homemaker Others

Interpretation

From the table and graph above we can be seen that

 45% respondent’s are doing service.
 34% respondent’s are businessman.
 5% respondent’s are student.
 11% respondent’s are housemaker
 5% respondent’s are Others.
Income

Income Respondents Respondents (%)

Nil 13 16
Less than 50000 7 9
50000 to 150000 6 8
150000 to 300000 9 11
300000 to 500000 20 25
500000 and above 25 31

500000 and above 25

300000 to 500000 20

150000 to 300000 9

50000 to 150000 6

Less than 50000 7

Nil 13

0 5 10 15 20 25 30

Interpretation

From the table and graph above we can be seen that Customers with income
 Nil is 16%
 Less than 50000 is 9%
 Between 50000 to 150000 is8%
 Between 150000 to 300000 is 11%
 Between 300000 to 500000 is25%
 Above 500000 is 31%
What type of Customer are you?

Customer Type Respondents Respondents (%)

Regular 64 80
Classic 11 14
Preferred 0 0
Imperia 0 0
New Customer 3 4
BSBDA 1 1
Women's Advantage 1 1

70 64

60

50

40

30

20
11
10
3
0 0 1 1
0
Regular Clasic Preferred Imperia New Customer BSBDA Women's
Advantage

Interpretation

From the table and graph above we can be seen that

 80% customers are Regular
 14% are Classic customers
 4% are new customers
 1% are BSBDA Account holder
 1% are having Women’s Advantage
For how long you are part of HDFC Bank ?

Time Period Respondents Respondents (%)

Less than 6-month 12 15
6 to 12 months 6 7
1 to 2 years 16 20
2 years and above 46 58

Less than 6-month 6 to 12 months 1 to 2 years 2 years and above

15%

7%

58%
20%

Interpretation

From the table and graph above we can be seen that

 15% customers are prevailing HDFC Bank’s services from less than 6-month.
 7% customers are prevailing HDFC Bank’s services from 6-12 months.
 20% customers are prevailing HDFC Bank’s services from 1-2 years.
 58% customers are prevailing HDFC Bank’s services from more than 2-year.
How would you rate the ambience of the bank?

Respondents Respondents (%)

Highly Satisfied 15 74
Satisfied 14 17
Neutral 4 5
Dissatisfied 3 4
Highly Dissatisfied 0 0

15
14

4
3

Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

Interpretation

From the table and graph above we can be seen that

 74% customers are highly satisfied with the ambience of the bank
 17% customers are satisfied with the ambience of the bank
 5% customers are nor satisfied or dissatisfied with the ambience of the bank
 4% customers are dissatisfied with the ambience of the bank
 No customers are highly dissatisfied
The employees of the bank understand my specific needs.

Respondents Respondents (%)

Strongly Agree 57 71
Agree 15 19
Neutral 5 6
Disagree 3 4
Strongly Disagree 0 0

71

19

6 4
0

Strongly Agree Agree Neutral Disagree Strongly Disagree

Interpretation

From the table and graph above we can be seen that

 71% customers strongly agrees that employees of the bank understand their specific needs
 19% customers agrees that employees of the bank understand their specific needs
 6% customers nor agrees or disagrees that employees of the bank understand their specific
needs
 4% strongly disagrees that employees of the bank understand their specific needs
 No customers strongly disagrees that employees of the bank understand their specific needs
Who influenced you the most to deal with this bank?

Respondents Respondents (%)

Own decision 37 46.25
Employer 5 6.25
Family member 8 10
Friend 4 5
Business partner 1 1.25
Banks marketing executive 18 22.5
For Mutual funds cheque 1 1.25
Government 8 10
Meghna Mahila group 2 2.5
Loan for scooty 1 1.25
Goot 2 2.5
80 100

1% 2% Own decision
2%
Employer
1% 10%
Family member

46% Friend

22% Business partner

Banks marketing
executive
For Mutual funds cheque
1% 10% 6%
5% Government

Interpretation
From the table and graph above we can be seen that
 46%influenced by their own decision the most to deal with this bank
 6% influenced by their employer the most to deal with this bank
 10% influenced by their family member the most to deal with this bank
 5% influenced by their friend the most to deal with this bank
 1%influenced by their Business partner or Mutual funds cheque the most to deal with this bank
 22% influenced by their Banks marketing executive the most to deal with this bank
 10% influenced by their government the most to deal with this bank
 2% influenced by their Meghna Mahila groupor Goot committee the most to deal with this bank
 1% influenced because they needed Loan for scooty to deal with this bank
 What facility you rate the best of HDFC Bank?

Facilities Respondents Respondents (%)

ATM facility 14 17.5
Service 40 50
Products 2 2.5
Brand name 2 2.5
Net banking facility 11 13.75
Location advantage 3 3.75
New user 2 2.5
Prompt Loan facility 4 5
Credit Card 1 1.25
Rate of interest 1 1.25
Total 80 100

60

50

40

30

20

10

0
ATM Service Products Brand Net Location New user Prompt Credit Rate of
facility name banking advantage Loan Card interest
facility facility

Interpretation
From the table and graph above we can be seen that
 17.5 rate ATM facility the best of HDFC Bank
 50% rate services the best of HDFC Bank
 2.5% rate Products or Brand image the best of HDFC Bank
 3.75% rate Location advantage the best of HDFC Bank
 13.75% rate Net banking facility the best of HDFC Bank
 5% rate Prompt Loan facility the best of HDFC Bank
 1.25%rateCredit Card or Rate of interestthe best of HDFC Bank
Would you prefer using HDFC as your preferred bank?

Preference Respondents Respondents (%)

Yes 50 62.5
No 30 37.5
Total 80 100

38%
Yes
No
62%

INTERPRETATION
From the graph above we can see that 62.5% of the respondent prefer using HDFC as your
preferred bank and 37.5% of the respondant prefer using HDFC as your preferred bank.
 If no, why do you not prefer using HDFC as preferred bank

Respondents Respondents (%)

Business transactions in diff 1 1.25

Charges are high 11 13.75
Competition benchmark 2 2.5
Maintenance 2 2.5
Location 1 1.25
Networking 2 2.5
Service 3 3.75
Salary payments in other banks 2 2.5
Dissatisfied 1 1.25
Turn Around Time 5 4
Prefer using HDFC Bank 50 62.5
Total 80 100

1.25

13.75
2.5
2.5
1.25
2.5
3.75

2.5
62.5
4 1.25

Because of my business transactions Charges are high

Competition benchmark Maintainance
Location Networking -Presence of the bank
Service Salary payments in other banks
Dissatisfied Turn Around Time
Prefer using HDFC Bank
 Where do you feel that the bank needs improvement?

Respondents Respondents (%)

Customer service 20 25
Quick response 13 16.25
Ambience 1 1.25
Personalized service 4 5
Net banking 7 8.75
Proper info about products 5 6.25
Disturbance by unwanted calls 1 1.25
Loan 2 2.5
Proper info about charges 1 1.25
SMS Alert 1 1.25
Rates 1 1.25
No improvement required 32 40

Customer service

Quick response

23% Ambience

36% Personalized service

Net banking

15% Proper info about products

Disturbance by unwanted
1% calls
1% 6% Loan
8%
5% 1%
Proper info about charges
1% 2% 1%

Interpretation

From the table and graph above we can be seen that 23% respondents feels customer service
can be improved, 15% respondents feels response should be quick, 1% ambience, 5%
Personalized service, 8.75% Net banking, 6.25% Proper info about products, 1.25%
Disturbance by unwanted calls, 2.5% Loan, 1.25% Proper info about charges, 1.25% SMS
Alert, 1.25% Rates and 40 % respondents feels no improvement is required.
Would you recommend this bank to your friends, relatives?

Respondents Respondents (%)

Yes 64 80
No 16 20
Total 80 100

20%

Yes
No

80%

INTERPRETATION

From the graph above we can see that 80% of the respondent would recommend this bank
to their friends, relatives& remaining 20% respondents wouldn’t recommend this bank to
their friends, relatives.
SUMMARY OUTPUT

Regression Statistics
Multiple R 0.5210863
R Square 0.2715309
Adjusted R^2 0.2423921
Std Error 0.7403403
Observations 80

ANOVA
df SS MS F Significance F
Regression 3 15.3225922 5.10753 9.3185459 0.00
Residual 75 41.1077875 0.5481
Total 78 56.4303797

Standard Upper Lower Upper

Coefficients Error t Stat P-value Lower 95% 95% 95.0% 95.0%
Intercept 0.6755054 0.24470018 2.76054 0.0072499 0.18804 1.16297 0.18804 1.162973
X Variable 1 0.0480505 0.04336976 1.10793 0.2714343 -0.0383 0.13445 -0.0383 0.134447
X Variable 2 0.1916962 0.14252894 1.34496 0.1826901 -0.0922 0.47563 -0.0922 0.475628
X Variable 3 0.4937474 0.13895112 3.55339 0.0006619 0.21694 0.77055 0.21694 0.770552

In this study data were obtained from 80 customers. The relationship between satisfaction with overall
service quality and ambience, facilities, employees service was studied. Satisfaction was the dependent
variable that was to be estimated from the independent variables, ambience, facilities, employees
behavior.
There is the goodness of fit measures. They tell us how well the calculated linear regression equation fits
our data.
Multiple R = This is correlation coefficient. It tells us how strong the linear relationship is. A value of
0.050 means a weak positive relationship between variables.

R2 is the Coefficient of determination. It tells us how many points fall on the regression line. Here 0.2715
means 0.2715 of the variation of y-values around the mean are explained by the x- value. In other words,
0.0025% of the value fits the model. The regression coefficient of 0.2715 means that, in this model, a
reason for satisfaction increases by 0.2715 with the better service, ambience and employees provided.
In the majority of analyses, an alpha of 0.05 is used as the cutoff for significance. If the p-value is less
than 0.05, we reject the null hypothesis that there's no difference between the means and conclude that a
significant difference does exist. But in this case alpha value is 0.27 in the X variable 1, 0.18 in X
variable 2 so we accept the null hypothesis so we reject that there is difference between the means and
conclude that a significant difference does not exist.
 FINDINGS

 75% customer segment consists of males.

 Majority of customers are between 26-34 years.
 Majority of customers are businessman or service person.
 Majority of customers segment is of people having Income 500000 and above.
 Majority of customers are having Regular Accounts
 Majority of customers are part of HDFC Bank from 2-year and above
 Majority of customers are highly satisfied with the ambience of the bank
 Majority of customers feels that employees of the bank understand their specific needs
 50% of the respondents rates service facility is the best of HDFC Bank
 Most of the respondents prefers using HDFC Bank as their preference bank
 Most of the respondents feels Customer service of the bank needs improvement
 80% of the respondents would recommend this bank to their family, friends.
 Main factor that attracts customers towards banks are services of bank
 Majority of customer are satisfy with dealing of employees.
 SUGGESTIONS FOR IMPLEMENTATION

 The bank focused a lot on new customer acquisitions and retentions.

 The bank should make more effort in improving good relationship with customer it will help
them retaining existing customer.
 The bank should enhance their service according to customer and make its procedure less time
consuming for the customer
 Employees work under a constant pressure of achieving targets. Therefore, they require higher
motivation in comparison of other industries.
 I observed over two months that all the employees gave lesser importance to BSBDA
customers. However, if these customers are tapped then they can also give business to the
bank.
 Kiosk Machines: These are the automated machines for the balance enquiry, passbook printing
and statement generation. This will avoid counter rush and provide a common platform for all
the users to self-service themselves.
 Deliquesce Management System: This is process in which the customer is provided with a
token number and that token number is used to direct the customer to the respective counters
when his turn arrives.
 SUMMARY AND CONCLUSION

At the end I would like to conclude that the Indian banking market is growing at an astonishing
rate. HDFC bank has distribution network of 5,103 branches and 13,160 ATMs across 2,748
cities, 98,061 employees in India. The majority of customers are prefers HDFC bank but bank
should target rest of customer who are not satisfied. Customers are segmented in Regular,
Imperia, Preferred, Classic, Loan accounts and bifurcated further and have different strategies
to penetrate same group of people.

 More stress shall be given on the advertisement and promotion activities

 The bank shall make more effort in improving good relationship with customer
 The bank shall enhance their service according to customer
 The bank shall make its procedure less time consuming
 The bank shall make effort to aware the customer about all their extra services
 LEARNINGS FROM THE INTERNSHIP

Joining as a management intern on June 1, 2o19, I was allocated the role of Project trainee and the
job role allocated was Segmentation and Penetration into the target market of the existing
customer base as well as aiding to creation of a new customer base by method offield visits and
sales pitching to the walk-ins and walk-outs and tele-calling. In the first week of working, I was
told to sit at different counters of the bank branch and learn the over the counter dealing of the
customers and the clients who come in search of the Personal Bankers and the help desk with
their different problems. I learned that any customer who enters the bank is a probable client and
the bank is liable to serve him in the best possible manner so that the bank can provide him with
all the benefits whichever he demands. I was made to spend time with the Personal Bankers of the
bank. There are different PBs allotted for different purposes and different portfolios. HDFC Bank
maintains four different types of portfolios:

Regular: This is for the regular customers who come into the bank for opening either a savings
account or current account. These customers are treated as normal customers and are talked as per
the same. This portfolio manages a minimum balance of 5000 savings accounts and a minimum
balance of 10000 current accounts. These customers are not expected to reach a very high limit
and they are not pestered for the same as well. If the minimum balance goes below the
permissible limit, monthly charges are deducted and this leads to the discrepancy in the
customer’s minds as sometimes they are unaware of this policy and they tend to lose all their
savings in filling these charges. The worst is that the bank fails to give notifications for the same
that the balance I below the allowed limit and this will lead to charges. Many customers are
closing the accounts for the same reason. Also, the debit cards are chargeable at an annual rental
of 280 Rupees per month which makes it an expensive deal for the person to handle it.

Classic: This is the second portfolio. This is the category where the customers are given a raise
from their regular accounts to classic accounts where the perks are high and expenses are also
high. It is not a premium portfolio for the customers but is like the AC bogie of the train which
contains some benefit holding people but is not necessarily that responsible or responsive but can
afford that seat. These accounts are under a different post person. The classic customers will be
handled by the Personal Banker of the Classic customer who is called the Classic DM. The DM is
responsible to tackle all the classic customers of his branch. He is only responsible for the Classic
customers only. No other portfolio customers can be handled by him even if he has the
knowledge of the same. The debit card issued to these customers is the same as the one carried by
the Regular customers and its yearly rental is rupees 59o.
Preferred: These are the customers ranked a little higher than the Classic customers and as their
name suggests, these are the real preferred customers of the branch. These are near premium
customers very likely to be converted to the highest category of Imperia customers. Preferred
customers are the ones who enjoy the mixed benefits of classic and imperia. These customers
have a much high priority than other customers. These customers are treated nicely as they
provide high business to the banks and thus they are given priority as the business revolves
around profits through customer satisfaction in service industry. These customers are the preferred
category customers as they can maintain a high balance and also, even if they are unable to
maintain the balance for 25 days a month but their Average Monthly Balance limit is met at the
end of the month, they will not suffer any penalties or charges cut or reduction in their accounts.
Also, these customers generally visit the branch and thus they are given high priority. Imperia
customers do not generally visit the branch although they are the highest level of star customers
HDFC Bank canget.

Imperia: This is the highest portfolio offered. As my branch was located in a suburban area so
they didn’t have Imperia Category of customers and customers were not able to meet the criteria
of Imperia.

Each of these portfolios is managed by different Relationship Managers and each of this RMs has
the given portfolios under them. These portfolio managers are assigned some assistants under
them and the customer visits are to be done by this RMs or their assistants or both and it has to be
ensured that the customers are properly managed. My role was to stay with the PBs and RMs and
learn banking the way the PB and RM does. Each PB is responsible to report to the PB authorizer.
Account Holders of Branch 1647, HDFC. After the first week, I began working as an assistant and
trainee PB under the PB- WD Mrs. Sumi Tamuli and her authorizer, Abdul Meraj Hussain.

I tried to gel up with the situation and then learn banking the banking way. The different
customers of different portfolios used to visit at the WD first asking about the needs they have and
then they used to visit the required counters.

Opening an account:
When the customers used to visit the branch with the expectation of opening the bank account,
they first visit the Welcome Desk and they enquire about the account opening procedure. The
procedure for opening the account is inclusion of pan card, Aadhaar card, photograph of the
person, person’s mother’s name, fathers name, mobile number, email ID, nominee details like
name, mobile number, relation with the account holder, date of birth of the nominee and signature
of the account holder.

Closing an account:
In case the amount of the account in the bank is in negative, and the account is to be put to closure
and the settlement of the account is done either with the need of the customers or with external
force applied by the bank over the customer for settlement, then, the account to be settled is the
last time that person can open an account in that bank.

Updating the Passbook and printing of statements:

Also, they are unwilling to pay instant card rental of Rupees 590, Rupees 850 or Rupees 1200 but
they are also unwilling to wait for one week to attain personalized cards. Every day there are
multiple reports which are to be generated, printed, updated and submitted with the
acknowledgement of the Branch Manager and then the similar updates are to be sent to the
customers as well.

Filling forms:
I also used to fill up the forms and Factiva of the customers and get the UCIC checked. They used
to delegate their works to me and I was made responsible for filling up all the forms so that
whatsoever be the case, in any ways, the customer is not at a risk of filling wrong information or
incorrect information and the mismatch occurs.

Net banking Activation:

A lot of customers who used to open their accounts with the banks did not keep in mind that their
account has certain conditions to which they have signed for. The Net banking activation, addition
of nominee details, the bill pay activation, the debit card activation and a minimum credit of 1000
INR after one month of account opening to avoid it from becoming a dormant account or an
inactive account.

Payzapp Activation:
Generally, the customers have become addicted to Paytm, which is one stop payment gateway for
all the small, micro and macro needs of the customers. It was therefore mandatory for the bankers
to encourage the customers to use the PayZapp App of the bank which will function the same way
Paytm does but it will give better cash backs if used as a medium to spend money.

Credit Cards, Personal loans, Business loans, gold loans and other loans pitching:
If the information could not be provided by the customer regarding account number and the customer ID,
we used to see and check their data in the fast path CIM44 where with their mobile numbers, PAN
numbers and Aadhaar numbers.

Reissue of debit cards and credit cards:

If the customer demands an instant card, or and insta card, as it is called, they could be given an
insta debit card with the proof of identity, a cancelled check leaf of that account and a photostate
or Xerox of the old card if available.

Instructions:
Similarly, if the customer has certain other instructions to the bank regarding any of their
investments, check books requests, or any other reverses, changes or any other standing orders,
they are called instructions and every day the instructions are made and sent to the bank WBO in
the city or to Mumbai or to Chennai as per the departments of the instructions tackling may be.
Locker operation:
When a customer comes to the branch for locker operation, the customer has to tell the locker
number or locker key number along with the locker hirer name and either the account number or
the customer ID or the address of the locker hirer so that it is confirmed that the customer is the
true face to use the locker services.

Teller counter:
Any cheques received after 4:30 PM had to drop in the drop box for clearing in the next day’s first
slot, but the cheques received against NEFT/RTGS were still to be collected at the counter for
clearance later. There used to be a register number entry for the cheques which had to be
mentioned along with the reason of the cheque return. Majority of the cheques which were
returned were due to payee name differ or wrongly written cheque.

Kits and Tatkal register and authorization:

Whenever a customer used to come for account opening and he wished it to be insta account, then
they were issued a debit card. if they opened an account, then they received insta kit and the entry
was done directly in the registers of the bank called Tatkal register.
 Questionnaire

This survey asks you about how well HDFC Bank serves its customers.
Name

Contact No.

Gender
Female
Male
Age
Less than 25
25-35
35-45
45-55
55 and above
Occupation
Service
Business
Student
Housewife
Others
Income
Nil
Less than 50000
50000 to 150000
150000 to 300000
300000 to 500000
500000 and above
What type of customer are you?
Regular
Classic
Preferred
Imperia
Other:

For how long you are part of HDFC Bank?

Less than 6-month
Less than 1 year
1 to 2-year
More than 2 years
How would you rate the ambience of the bank? *
Highly satisfied 1 2 3 4 5 Highly Dissatisfied
The employees of the bank understand my specific needs. *
Highly satisfied 1 2 3 4 5 Highly Dissatisfied
What facility you rate the best of HDFC Bank? *
ATM facility
Service
Products
Ambience
Brand name
Net banking facility
Location advantage

Would you prefer using HDFC as your preferred bank? *

Yes
No
If no, why do you not prefer using HDFC as your preferred bank?
Service
Turn Around Time
Competition benchmark
Networking -Presence of the bank
Digitalization
Interest rates
Other:

Where do you feel that the bank needs improvement?

Customer service
Quick response
Ambience
Personalized service
Net banking
Proper information about products
Other:

I am satisfied with the overall service quality of HDFC Bank *

Highly satisfied 1 2 3 4 5 highly Dissatisfied
Would you recommend this bank to your friends, relatives? *
Yes
No
 REFERENCES
Websites:
www.hdfcbank.com
www.hdfcbank/products/finance
www.bnknetindia/com/banking/finance
http://en.wikipedia.org/wiki/bankingfinancialcompany
https://www.slideshare.net/xmanjd/hdfc-banks-strategies
https://www.slideshare.net/harsharyan/strategic-analysis-of-hdfc-bank
https://www.slideshare.net/harsharyan/strategic-analysis-of-hdfc-bank
https://www.hdfcbank.com/assets/pdf/Investor_Presentation.pdf
https://www.hdfcbank.com/htdocs/common/pdf/corporate/Annual_Report_2018-19.pdf