A STUDY ON CUSTOMER SATISFACTION TOWARDS THE PRODUCTS

AND SERVICES OF AXIS BANK CHENNAI

Submitted in the partial fulfilment of the requirements

For the award of the degree in

MASTER OF BUSINESS ADMINISTRATION

By
VIJENDRA KUMAR
Reg. No.: 2941603

Under the guidance of

MRS. KRISHNA PRIYA

DEPARTMENT OF MANAGEMENT STUDIES

SATHYABAMAUNIVERSITY
(Established under Section 3 of UGC Act 1956)
JEPPIAAR NAGAR, OMR ROAD
CHENNAI-600119
MARCH-2011

[1]
 SATHYABAMA UNIVERSITY
(Established under Section 3 of UGC Act, 1956)
JEPPIAAR NAGAR, RAJIV GANDHI SALAI, 600 119
www.sathyabamauniversity.ac.in

DEPARTMENT OF MANAGEMENT STUDIES

BONAFIDE CERTIFICATE

This is to certify that this Project Report is the bonafide work of Mr. VIJENDRA KUMAR
Reg.No 2941603 who carried out the project entitled “CUSTOMER SATISFACTION
TOWARDS THE PRODUCTS AND SERVICES OF AXIS BANK” under our supervision
from DECEMBER 2010 to FEBRUARY 2011.

Internal Guide External Guide

MRS. KRISHNA PRIYA

Head of the Department

DR.VAISHALI.C.MAHAJAN

Submitted for Viva Voce Examination held on

Internal Examiner External Examiner

[2]
 DEPARTMENT OF MANAGEMENT STUDIES

DECLARATION

I “VIJENDRA KUMAR” hereby declare that the project report entitled

“CUSTOMER SATISFACTION TOWARDS THE PRODUCTS AND SERVICES
OF AXIS BANK” is done by me under the guidance of MRS.KRISHNA PRIYA at is
submitted in partial fulfillment of requirements for the award of the degree in
MASTER OF BUSINESS ADMINISTRATION.

DATE;

PLACE: SIGNATURE OF THE CANDIDATE

[3]
 ACKNOWLEDGEMENT

First and foremost, I express my sincere gratitude to our beloved

Chancellor Thiru. Dr. JEPPIAAR, MA, B.L PhD, and also heartfelt thanks to our Directors
Thiru Marie Johnson, B.E, MBA and Mrs. Mariazeena Johnson, B.E, MBA for providing
the necessary facilities for the completion of my project.

I am indebted to the head of department, Dr.

Vaishali.C.Mahajan,M.B.A,PhD for have been a constant source of support and
encouragement for the completion of the project.

I also express my sincere thanks to my internal guide. MRS.KRISHNA PRIYA MBA., MFC.,
M.phil., (PhD) her constant guidance and supervision during the period of my project work.

MY words of acknowledgement will never convey my sense of

appreciation to all the DM and ADM of the store for their support and cooperative in
various ways and
providing ideas.

[4]
 CONTENTS

CHAPTER NO. TITLE PAGE NO.

List of tables

List of charts

1. INTRODUCTION

1.1 Objectives of the study

1.2 Need for the study

1.3 Limitations of the study

2. PROFILE OF THE COMPANY

Industry profile

Company profile

3. REVIEW OF LITERATURE

4. RESEARCH METHODOLOGY

5. DATA ANALYSIS AND INTERPRETATION

6. FINDINGS,SUGGESTIONS & CONCLUSION

6.1Findings of the study

6.2 Suggestion for the study

6.3 conclusion for the study

6.4 Bibliography

[5]
 LIST OF

S.NO PARTICULARS PAGE NO

1 Gender of the respondents 54

2 Age of the respondents 56

3 Educational qualification of the respondents 58

4 Occupation of the respondents 60

5 Monthly income of the respondents 62

6 No. of respondents having bank accounts 64

7 Reason for choosing axis bank 66

8 Time associated with the bank 68

9 Respondents relationship with the bank 70

10 Respondents using products and services of axis bank 72

11 Satisfaction of the using respondents 74

12 Comparison of axis bank with other banks 76

13 Respondents satisfied with employee’s attention 78

14 Respondents satisfied with working schedule of bank 80

15 Respondents opinion towards the services 82

[6]
 LIST OF

S.NO PARTICULARS PAGE NO

1 Gender of the respondents 55

2 Age of the respondents 57

3 Educational qualification of the respondents 59

4 Occupation of the respondents 61

5 Monthly income of the respondents 63

6 No. of respondents having bank accounts 65

7 Reason for choosing axis bank 67

8 Time associated with the bank 69

9 Respondents relationship with the bank 71

10 Respondents using products and services of axis bank 73

11 Satisfaction of the using respondents 75

12 Comparison of axis bank with other banks 77

13 Respondents satisfied with employee’s attention 79

14 Respondents satisfied with working schedule of bank 81

15 Respondents opinion towards the services 83

[7]
 CHAPTER-I
INTRODUCTION

[8]
INTRODUCTION

Consumer banking plays an important role in banks’ profitability. Although the growing
economy and further improvements in the level of household income have created many
opportunities for consumer banking, there is also increasingly strong competition amongst
the financial institutions due to the liberalization and globalization of the banking industry.

In order to remain competitive, banks have to take steps to introduce new consumer banking
products and services that will make banking more convenient and accessible to the public.

[9]
 1.1OBJECTIVES OF THE STUDY

The main objectives of this study are:

To study on customer satisfaction.

To study on products they delivered to the customers and how are the services,
while delivering the product and maintaining the customers.

To analysis with competitor’s bank by comparing with product and services provided to
the customers.

To study on maintenance of products and services effective manner by this

customer will be satisfied.

To study on how much faster services provided by bank if any mistake happened.

[10]
 1.2NEED FOR THE STUDY

This study is needed to find out the customer satisfaction towards the products
and services of Axis Bank and its importance to customer as well as to bank.

The study of this topic will help to get the knowledge of product and services of Axis
bank and also measure the satisfaction level of customer from that products and services.

As the study contains the 360 degree information regarding Axis bank and also a
comparative analysis from the other private bank, Hence the study will lead to new way
to
tackle the problems and SWOT of Axis bank in respect of product and services.

[11]
 CHAPTER-II

INDUSTRY PROFILE

[12]
HISTORY OF BANKING
INDUSTRY

Bankin g in India originated in the f irst decade of 18th century with T

he General Bank of India coming into e xistence in 1786. This was f ollo wed b y
Bank of Hindustan. Both these banks are now def unct. The oldest bank in
existence in India is the State Bank of India being established as “The Bank of
Bengal" in Calcutta in June 1 806. A couple of decades later, f oreign banks
like Cre dit Lyonnais started their Calcutta operations in the 1850s. At that
point of time, Calcutta wa s the most active t r adin g p ort, mainly due to t he
trade of the British Empire, and due to wh ich bankin g act ivity took roots there a
nd prospered.

The f irst f ully Indian owned bank was th e Allahabad Bank, wh ich was estab lish
ed in 1865. By the 1900s, the market expa nded with t he establishment of banks
such as Punjab National Bank, in 1895 in Lahore and Bank of India, in1906, in
Mum bai
- both of which were f ounded under private
ownership.

The Reserve Bank of India f ormally to ok on the responsibilit y of regu latin g

the Indian ba nking sect or f rom 1935.Af ter India's independence in 1947; the Re
serve Bank wa s nationalized and given broad er po wers.

EARLY
HISTORY

At the end of late -18th century, there we re hardly an y banks in India in

the modern sense of the term. At the time of the American Civil W ar, a void
was created as the supply of cotton to Lancashire stopped f rom the Americas.
Some banks were opened at that time wh ich f unctioned as entities to f inance
indust ry, includin g speculative trades in cotto n. W ith large e xp osure to
specu lative venture s, most of the banks opened in India during that period
could not survive and f ailed. The depositors lo st money and lo st interest in
keeping deposits with banks. Subsequently, bankin g in In dia remained the
exclusive domain of
Europeans f or next seve ral decades unt il the beginnin g of the 20th
century.

[13]
 The Bank of Bengal, which late r beca me the State Bank of India. At
the beginnin g of the 20th century, Indian economy was passing throu gh a
rela tive period of stabilit y. Around f ive decades ha ve elapsed sin ce the India's
First wa r of Independence, and the social, industrial and other inf rast
ructure ha ve developed. At that time there we re ve ry small banks ope rated
by Indians, a nd most of them we re owned and operate d by pa rticular
communities. The banking in India was contro lled and dominated by the
presidency banks, namely, the Bank of Bombay, the Bank of Bengal, and the
Bank of Madras - which later on merge d to f orm the Imperial Bank of India,
and Imperial Bank o f India, upon India’s independence, was renamed the
State Bank of India.

There were a lso so me exchange banks, as also a number of Indian

joint stock banks. All the se b anks operated in diff erent segments of the
economy. The presidency banks we re like the central banks and
discharged most of the f unctions of central banks. They we re established
under ch arters f rom the Brit ish East India Company. The exchan ge banks,
mostly o wne d by the Europeans, concentrated on f inancing of f oreign
trade. Indian joint stock banks were generally undercapitalized and lacked
the expe rience and maturit y to compete with the presidency banks, and the
exchan ge banks. There wa s potential f or many new banks as the economy
was gro win g. Lord Curzon had observed then in the context of Indian banking:

"In respect of banking it seems we a re behind the times. W e are like some o
ld f ashioned sailing ship, divided by solid wooden bulkhea ds into separate
a nd cumbersome compartments."

Under these circu mstances, many In dians came f orwa rd to set up banks,
and many banks we re set up at that time, a number of which have su rvived
to t he present such as Bank of India and Corporat ion Bank, Indian Bank,
Bank of
Baroda, and Canara Bank.
[14]
POST-INDEPENDE
NCE

The partition of India in 1947 had adversely impacted the economies of Punjab
and W est Bengal, and banking activit ies had remained paralyzed f or
months. India's independence marked the end of a regime of the Laisse z-f
aire f or the Indian banking. The Government of India initiated measures to play
an act ive role in the economic lif e of the nation, and t he Industria l Policy
Resolution adopted by the go vernment in 1948 envisa ged a mixed econom y.
This resu lted into gre ater in volvement of the state in diff erent segments of the
economy including banking and f inance.

The major steps to regu late bankin g in cluded: In 1948, the Reserve
Bank of India, India's central bankin g authorit y, wa s nationalized, and it
became an institut ion o wned by the Go ve rnment of India. In 1949, the
Banking Re gulat ion Act was enacted wh ich empowe red the Reserve Bank of
India (RBI ) "to re gula te, control, and inspect the banks in India." The
Banking Re gulat ion Act also pro vided that no new bank or b ranch of an existin
g bank m ay be opened witho ut a licensed f rom the RBI, and no two banks could
ha ve common directors. Ho we ver, despite these provisions, control and regulat
ions, banks in India except the State Bank of India, continued to be owned and
operated by private persons. This changed with the na tionalizat ion of major
banks in India on 19th July, 1969.

NATIONALIZATI
ON

By the 1960s, the Indian banking industry has become an important tool to
f acilitate the development of the Indian economy. At the same time, it
has emerged as a large employer, and a debate has ensued about the possibilit
y to nationalize the banking industry. Indira Gandhi, the -then Prime Min ister of
India exp ressed the intention of the GOI in the annual conf erence of the All
In dia Congress Meetin g in a paper entit led "Stra y thou ghts on Bank
Nationalizatio n."
The paper was re ceived with posit ive enthusiasm. Thereaf ter, her move was
swif t

[15]
and sudden, and the GOI issued an ordinance and nationalized the 14 largest
commercial banks with eff ect f rom the midnight of July 19, 1 969.

Jayap rakash Nara yan, a national leader of India, describ ed the step as
a "masterstroke of political sa gacit y." W ithin two weeks of the issue of
the ordinance, the Parliament passed t he Banking Comp anies (Ac quit ion
and Transf er of Undertaking) Bill and it received the presidential approva l
on 9th August 1969. A second dose of nationalizat ion of 6more commercial
banks f ollowed in 1980. The stated reason f or the nationalization was to
give the go vernment more c ontrol of credit delivery. W ith the second
dose of nationalization, the GO controlled arou nd 91% of the banking business
of India. Af ter this, until the 1990s, the nationalized banks gre w at a pace of
around 4%, closer to the a ve rage gro wth rate of the Ind ian economy.

LIBERALIZATI
ON

In the early 1990s the then Narasimha Rao go vernment embarked on a policy
of libera lizat ion and gave licenses to a small number of private banks, wh ich
came to be known as Ne w Generation tech -savvy banks, wh ich included banks
such as UTI Bank (no w re -named as Axis Bank) (the f irst of such new gen
eration banks to be set up), I CICI Ba nk and HDFC Bank. This move, a long with
the rapid gro wth in the economy of India, kick started the banking sector in
India, which has se en rapid gro wth with st rong contribution f rom all the three
sectors of banks, namel y, go vernment banks, private banks and f oreign banks.

The next sta ge f or the Indian banking has been setup wit h the
proposed rela xation in the norms f or Foreign Dire ct Investment, where all
Foreign Invest ors in banks may be given votin g rights, wh ich cou ld e xceed the
present cap of 10%, at present it has go ne up to 49% with some restrictions. The
new policy shook the Banking secto r in India completely. Ban kers, till this t ime,
we re used to the 4 -6-4
method (Borro w at 4%, Lend at 6%, Go home at 4) of funct
ioning.
[16]
 The new wa ve ush ered in a modern outlook and tech -savvy methods
of wo rking f or tradit io nal banks. All this led to the retail boom in India. People
not just demanded more f rom their banks but also received more.

CURRENT SITUATI
ON

Current ly (2007 -08), banking in India is generally f airly mat ure in te rms of
supply, product ran ge and reach -e ven thou gh reach in ru ral I ndia still
remains a challen ge f or the private sector and f oreign banks. In te rms of
qualit y of assets and capital adequacy, Indian ban ks are considered to have
clean, stron g and transparent balance sheets relat ive to other banks in
comparable economies in its region. The Reserve Bank of India is an autonomous
body, with minimal p ressure f rom the gove rnment. The stated policy of the
Bank on the Indian Rupee is to manage volat ilit y b ut without any f ixed
exchan ge rate -and this has mostly been true. W ith the gro wt h in the Indian
econ omy e xpected to be stron g f or quite so me time-especially in it s service s
sector -the demand f or banking services , especiall y retail bankin g, mort ga ges
and inve stment services are e xpected to be stro ng. One may also e xp ect
M& as, takeo vers, and asset sales. In March 2006, the Reserve Bank of I
ndia allo wed W arburg P incus to increase its sta ke in Ko tak Mahindra Bank
(a private sector bank) t o 10%.

This is the f irst time an investo r has been allo wed to hold more than 5%
in a private sector bank since the RBI announced norms in 2005 that any sta
ke exceedin g 5% in the private secto r banks would need to be vetted by
them. Current ly, India ha s88 scheduled commercial banks (SCBs) - 28 public
se ctor banks (that is with the Government of India holding a sta ke), 29
private banks (these do not have go vernment stake; t hey ma y be publicly listed
and traded on stock e xchanges) a nd 3 1 f oreign banks. They ha ve a combined
netwo rk of ove r
53,000 branches and 17,000 ATMs
[17]
INDIAN BANKING SYSTEM

[18]
EMERGENCE OF PRIVATE BANKS

 Private banking in India was practiced since the beginning of banking system in India.

 The first private bank in India to receive an in principal approval from the reverse
bank of India was housing development finance corporation limited

 It was incorporate in august 199 as HDFC bank limited with registered office in
Mumbai and commenced operation as scheduled commercial bank in January 1995

LIST OF PRIVATE BANKS IN INDIA

 Bank of Punjab  IDBI Bank

 Bank of Rajasthan  Induslnd Bank

 Catholic Syrian Bank  ING Vysya Bank

 Centurion Bank  Jammu & Kashmir Bank

 City union Bank  Karnataka Bank

 Dhanalakshmi Bank  Karur vysya Bank

 Development credit Bank  Laxmi vilas Bank

 Federal Bank  South Indian Bank

 HDFC Bank  United western Bank

 ICICI Bank  UTI Bank

[19]
 CHAPTER-III

COMPANY PROFILE

[20]
AXIS BANK –COMPANY PROFILE SNAPSHOT

AXIS BANK

Type Public(BSE:532215)

Industry Banking Financial services

Founded 1994

Headquarters Mumbai, India

Key people Adarsh Kishore (Chairman)

Shikha Sharma (MD&CEO)

Products Investment Banking

Commercial Banking

Retail Banking

Private Banking

Asset Management

Mortgages

Credit Cards

Revenue ▲ 13,745.04 crore (US$3.12 billion)(2009)

[21]
Net income ▲ 1,812.93 crore (US$411.54 million)(2009)

Employees 13,389 (2010)

Website Axisbank.com

INTRODUCTION TO AXIS BANK

AXIS bank completed the 5th year of its operation at the end of March 99.The bank
witnessed good growth in its business and profit and also came out with a public issue of its
quality for the 1st time during the year, which evoked excellent retail response. The bank
made significant progress during the year in line with its committed business target’s,
despite difficult market condition the bank spread over different states, there by enlarging its
client based substantially.

The bank continue to introduce new products, upgrade the technology support
system to improve operational efficiencies and strengthen its human resource based on
the whole,
2002-2003 has been a productive years for the bank in terms of both growth and
consolidation of business as well as strengthening of its infrastructure.

The bank ended the year 2002-2003 conducting business in 80 cities and towns, with
192branches and extension counters and 822 ATMs. The AXIS bank will spread out across
the country with operation in 23 states and 1 union territory.

ABOUT US

Axis Bank was the first of the new private banks to have begun operations in 1994, after the
Government of India allowed new private banks to be established. AXIS, the largest
mutual fund in India, Life Insurance Corporation of India (LIC) and General Insurance
Corporation Ltd. and its four subsidiaries viz. Promoted the Bank jointly National
Insurance

[22]
Company Ltd., The New India Assurance Company, The Oriental Insurance Corporation and
United Insurance Company Ltd. The Bank today is capitalized to the extent of Rs. 230.88
Crore with the public holding (other than promoters) at 45.63%.

The Bank's Registered Office is at Ahmadabad and its Central Office is located at
Mumbai. Presently the Bank has a very wide network of more than 200 branch offices and
Extension Counters. The Bank has a network of over 2010 ATMs providing 24hrs a day
banking convenience to its customers. This is one of the largest ATM networks in the
country. The Bank has strengths in both retail and corporate banking and is committed to
adopting the best industry practices internationally in order to achieve excellence

HISTORY OF AXIS INDUSTRY

Axis Bank, previously called UTI Bank, was the first of the new private banks to have
begun operations in 1994, after the Government of India allowed new private banks to be
established. The Bank was promoted jointly by the Administrator of the Specified
Undertaking of the Unit Trust of India (UTI-I), Life Insurance Corporation of India (LIC),
General Insurance Corporation Ltd., National Insurance Company Ltd., The New India
Assurance Company, The Oriental Insurance Corporation and United Insurance Company
Ltd. UTI-I holds a special position in the Indian capital markets and has promoted many
leading financial institutions in the country. As on the year ended March 31, 2006 the Bank
had a net worth of Rs. 2872.19 crores with the public holding (other than promoters) at
56.65%. Net Profit for the year was up 44.98% to Rs485.08 cores.

Axis Bank stands apart from its private sector competitors — ICICI Bank and HDFC
Bank — in one crucial respect. While the other two banks have envisaged retail banking as
a key area of strategic emphasis — with the share of the retail business (both on the
funding and asset sides)growing strongly year after year— the share of retail business,
particularly retail assets, has actually come down quite sharply in the case of Axis Bank. The
numbers here are quite interesting. For ICICI Bank, retail loans now (as of June 2007)
account for as
much as 70 per cent of the bank’s total loan book of Rs 2,00,000 crore. For HDFC Bank,

[23]
retail assets are around57 per cent (Rs 28,000 crore) of the total loans as of March 2007. In
the case of Axis Bank, retail loans have declined from 30 per cent of the total loan book of
Rs
25,800 crore in June 2006 to around 23 per cent of loan book of Rs.41,280 crore (as of
June
2007). Even over a longer period, while the overall asset growth for Axis Bank has been
quite high and has matched that of the other banks, retail exposures grew at a slower pace.
If the sharp decline in the retail asset book in the past year in the case of Axis Bank is part of
a deliberate business strategy, this could have significant implications (not necessarily
negative) for the overall future profitability of the business. Despite the relatively slower
growth of the retail book over a period of time and the outright decline seen in the past year,
the bank’s fundamentals are quite resilient. With the high-level of mid-corporate and
wholesale corporate lending the bank has been doing, one would have expected the net
interest margins to have been under greater pressure.

The bank, though, appears to have insulated such pressures. Interest margins, while
they have declined from the 3.15 per cent seen in 2003-04, are still hovering close to the
3 per cent mark. (The comparable margins for ICICI Bank and HDFC Bank are around 2.60
per cent and 4 per cent respectively. The margins for ICICI Bank are lower despite its
much larger share of the higher margin retail business, since funding costs also are higher).
Such strong emphasis and focus on lending also does not appear to have had any
deleterious impact on the overall asset quality. The bank’s non-performing loans are even
now, after five years of extremely rapid asset build-up, below 1 per cent of its total loans.
From a medium- term perspective, it appears that Axis Bank could be charting out a
niche for itself in the private bank space. It appears to be following a business strategy quite
different from the high-volume and commodity-style approach of ICICI Bank and HDFC
Bank. That strategy also has its pluses in terms of the relatively higher margins in some
segments of the retail business and the in-built credit risk diversification (and mitigation)
achieved through a widely dispersed retail credit portfolio. But, as indicated above, Axis Bank
has been to able to maintain the quality of its loan portfolio despite the concentrated
nature of wholesale corporate lending. The Bank today is capitalized to the extent of Rs.
357.48 crore with the
public holding (other than promoters) at 57.03%. The Bank's Registered Office is
at
[24]
Ahmadabad and its Central Office is located at Mumbai. Presently, the Bank has a very wide
network of more than 608 branch offices and Extension Counters.

The Bank has a network of over 2595 ATMs providing 24 hrs a day banking
convenience to its customers. This is one of the largest ATM networks in the country. The
Bank has strengths in both retail and corporate banking and is committed to adopting the
best industry practices internationally in order to achieve excellence. Axis Bank continued its
robust growth in the December 2007 quarter and has once again beaten analysts’
expectations on all parameters. However, the difference this quarter is that the growth in
profitability has been driven more by a significant jump in the net interest income (core
business) rather than non-interest income unlike in last several quarters. Net interest income
leaped by 91 per cent y-o-y to Rs 747 crore—the highest in the past four quarters—as
advances and deposits grew by 50 per cent and 35 per cent respectively and also there was
an increase in net interest margin (NIM). Its NIM went up by 63 basis points q-o-q and 91
basis points y-o-y to3.91 per cent. This was because of a jump in yield on advances while
CASA (current and savings account) was maintained at 45 per cent sequentially. Though
other income went up 74 per cent y-o-y to Rs 488 crore, it was still lower than the 87 per cent
growth reported in the September 2007 quarter. The bank’s fee income increased by 81 per
cent to Rs 348 crore and trading profits were up 65 per cent to Rs 131 crore in Q3. All these
factors led to doubling of operating profit to Rs 672 crore while operating expenses went up
67 per cent. However, its net profit grew relatively slower at 66 per cent to Rs 307 crore as
provisions and contingencies went up 290 per cent and a 68 per cent jump was recorded in
tax provisioning. However, growth in net profit is still higher than previous three quarters and
has been higher than expectations.

Axis Bank is relatively immune to the slowdown in the retail credit and high cost of
funding. This is because retail credit’s share of 25 per cent has gone down from 28 per cent
last year and other advances like corporate, SME (small and medium enterprises) and
agriculture loans have grown faster than retail-advances.

[25]
REASONS FOR CHANGES IN UTI BANK

Few banks have gone in for a brand makeover; UTI Bank is one of them that have changed
its name to Axis Bank. It seems to be quite clear from the strategic decision about the way
forward, the change in identity, the positioning of the bank, the pros and cons of pursuing
organic growth, etc
.
One of the reasons for bringing changes in the corporate identity is to enhance the
image of the bank because now they want to become an MNC bank.

Why di d the bank decide to cha nge i ts brand

name?

Bank has done this partly because there are shareholder-unrelated entities that carry the UTI
brand, which was becoming increasingly untenable. If there are no shareholder relations
between the two organizations, how can they actually share a common name? When
UTI was split into two vehicles, the brand was given to UTI Mutual Fund and others
were permitted to use the brand only till January 2008. When it became clear to the bank
that it was no longer tenable, they decided to have a brand of our own. The name Axis was
chosen as it means a line of reference, around which everything is measured. Their
feeling is that with time, people will think of the bank brand as Axis Bank. The tough test was
whether in the next six months people would forget old name or not. Otherwise, nothing has
really changed in the bank. They raised capital worth Rs 4,500 crore, which helped Axis
Bank to start off on a strong footing. They feel that this capital would last at least for three
years in the case of pure organic growth.
The UTI brand had a quasi-government sovereign ring to it, especially when it goes outside
metros. It was an advantage, then why bank have taken this decision on cost of losing it?

Bank’s customer base is very different from the customer base of a mutual fund. So they
have never really able to ride on the brand. The pace at which customer base have
grown
indicates the level of customer service bank provide. Also, the UTI brand was seen as
a
[26]
public sector brand. They were board-managed private sector entity. By changing the name,
Bank has reinforced this image.

Where Axis Bank positioned fr om the business poi nt of view

?

Axis Bank has taken first step towards seeing themselves as becoming an MNC bank from
India. They have presence in four overseas locations — Singapore, Hong Kong, China and
Dubai. This is part of a journey for becoming a pan-Asian bank and then, eventually, a bank
that is more multinational. They are foraying into smaller towns and entering district
headquarters in a big way. In the next thirty months, they want to be present in 450 district
headquarters. They have received licenses to open 150 branches and 500 ATMs. Also they
are planning to open 125branches by July 2008, half of which would be in large cities. They
are also setting up a large agriculture financing business, for which they need to be close to
farmers; hence the bank is going to open branches in villages. Besides, the bank has set up
priority banking branches for customers with deposits of over Rs 5 lakh. It is one of the
fastest growing customer bases of our bank, growing at 4% each year. They have three such
specialized branches now, and planning to have one each in all the major metros.

Would it ha ve bee n ver y tempting for the bank to s ta y on the existing b

rand by pa yi ng a higher ro yalt y, gi ve n the cos t and time invol ve d
in this exercise?

In recent years, the Bank has contributed more than their fair share on restoration of the UTI
brand. But when it was clear to them that there was no other option, they decided to bite the
bullet. Bank decided to assume their very own identity. The UTI identity came to the
bank from the undivided Unit Trust of India (UTI). The split of UTI was the starting point for
what was eventually a search for a new identity.

When Axis Ba nk looks at pri va te sector peers, there are missing links,
since most of them ha ve a mutual fund and insurance busi ness?

[27]
Axis Bank has tried to focus on Commercial banking since their inception. As the first step
towards diversion, bank has set up an AMC to manage a private equity venture.
They would be in a position to launch the first trenched of the fund by end of
September
2008.The AMC will provide equity support for infrastructure projects. There are not many
private equity funds here, focusing on infrastructure projects

JOURNEY FROM UTI TO AXIS

1994 -1997

 Incorporated as UTI Bank, headquartered in Mumbai

 First Branch inaugurated at Ahmadabad

 Completes first profitable year in operation in 1995

 Deposit crosses Rs.10bn mark in 1996

1998-2000

 Successfully completes its IPO in 1998 and gets itself listed on NSE and BSE

 Cash management services as well as credit card launched

 Profit crosses Rs.500m in 2000

 Launches Internet banking module, iConnect retail loans introduced

 Financial advisory services and e-commerce introduced

 Second largest ATM network in the country with 200 ATMs

[28]
 2001-2005

 Private placement of 26% stake to CDC Capital Partners

 Deposit crosses Rs.100bn mark in 2001, advances crosses Rs.50bn

 First commercial bank to open an ATM at a post office

 Crosses the 1,000 ATM mark in 2003

 Gets listed on the London Stock Exchange, raises $239.3m

2006-2008

 Opens its first international branch in Singapore

 Opens Representative Office in Shanghai

 Crosses the 2,000 ATM mark in 2006

 Opens a Full Licence Bank Branch in Hong Kong

 Re-brands itself as Axis Bank

 Mumbai, Jul 30 2007 : UTI Bank on Monday UTI Bank on Monday

[29]
 PRODUCT AND SERVICES PROVIDED BY THE BANK
BANKING ACCOUNTS

• Investment Banking • Commercial Banking

• Easy Access Savings Account • Retail Banking

• Krishi Savings Account • Private Banking

• Corporate Salary Account • Asset Management

• Smart Privilege Account • Mortgages

• Pension Savings Account • Credit cards.

[30]
AXIS BANK PRODUCT AND SERVICES

BANKING ACCOUNTS

Easy Access Savings Account

Banking made easy

Want a savings account that transcends geographical boundaries? Presenting, Axis Bank's
Easy Access Savings Account. The account is an endeavor by the Bank to understand the
consumers' needs and redefine banking to suit your requirements for a truly comfortable
banking experience. Easy Access Savings Account gives you instant access to your money
anywhere, anytime. Possessing a range of unmatched features, it has been devised to better
suit the convenience of our eclectic client base.

Krishi Savings Account

Kheti Ho Khushhali Ki

Axis Bank offers a unique savings account which is easy to operate and allows you to
transact immediately. This product has been specially designed keeping in mind the unique
requirements of a farmer and true to its nature has been called the Krishi Savings Account.

Some of the features of our new product are:

Average Balance Requirement This account is offered with the requirement of maintaining
the half-yearly average balance of Rs 1000only.International Master Debit Card The Krishi
Savings Account entitles you to an International Master Debit Card with which you can
access your account anytime through the Axis Bank ATM network free of
cost.

[31]
This card comes with:

 A cash withdrawal limit of Rs 25,000 per day

 Free Accident Insurance cover of Rs 2 lacs

Corporate Salary Account

Our Corporate Salary Power Offering is designed to offer payroll solutions through in a 24
X
7 environment.
We leverage on our extensive network of distribution channels spread across 586 centers
through a network of more than 1000 branches and 4055 ATMs (as on 31stMarch, 2010)
besides our superior service delivery model and product features, as a strong
differentiator, to provide value to the end user.

Benefit to Employers

 Efficient salary disbursal.

 Web Upload- Transfer salaries/reimbursements directly from your current account with
Axis Bank to your employee's accounts using I Connect from your office.

 Single-instruction salary credit - Same day salary credits for all companies having
Corporate Account with Axis Bank

 Dedicated Relationship Manager at metro locations to understand the financial

requirements of your employees.

[32]
Benefit to Employees

 No minimum balance criteria.

 Unparalleled Access - Anywhere banking facility through our network of Branches,

Atm and Internet banking facility.

 AT Par cheque books payable locally at all Axis Bank locations.

 International Debit cum ATM cards with enhanced Cash withdrawal facility and other
value add on s.

 Online Banking with funds transfer, online shopping and bill payment options.

 Depository services with free online trading accounts.

 Meal Cards on a master card platform.

 Employee Reimbursement accounts as a savings account variant.

 Preferential pricing on loan products and credit cards and other banking products &
services*

Smart Privilege Account

For the woman of today

In today's busy world it's tough being a working woman. Right from shuttling between a job
and family to taking care of her finances she has to be on her toes all the time. Keeping this
in mind, we at Axis Bank have designed a savings account best suited for the woman of
today. With the Smart Privilege Account, you can manage your money and your life and
as

[33]
well as enjoy a host of lifestyle privileges. Furthermore Axis Bank's Smart Privilege
Account ensures that you have enough time for all the important things in life.

 Jewellery Insurance on Debit Card

 Zero Balance Minor Account

 Round-the-Clock access through ATMs: There could be an instance when at 3 am

you could require cash. With our round-the-clock access you can withdraw cash up
to Rs.
40,000 per day, deposit cash/cheques, transfer funds, print a mini statement and pay
insurance premiums (LIC), all through our ATM channel which is one of the largest
ATM networks in the country.

 Anywhere Banking: Imagine being in an unknown city and still having complete
access to all your transaction needs. As a customer of the bank, you are in control
and not restricted to the branch. So even if you are travelling, you can access your
account easily from any of the 700 plus Axis Bank offices spread over 400 cities
across the country.

 At-par cheque facility: Your cheque will be treated as a local cheque within the vast
Axis Bank network of over 700 offices across 400 cities in India. Now no more running
around to get a Demand Draft issued.

 Quarterly Paper Statement

 Free monthly e-statement

 Additional discounts on loans

 iconnect: The Complete online banking experience: Its the age of Wi-Fi. All your
banking needs should be on your fingertips, with our i-connect you can check your

[34]
 account status, transfer funds, place online request for a new cheque book and
many more features without even having to visit an Axis Bank branch.

 Financial Advisory Services: Our Financial Advisor will assist you with your financial
planning and help you to earn maximum returns on your savings

Pension Savings Account

Are you a Pensioner seeking banking solutions tailored to your needs?

Pension Savings Bank Account, from Axis Bank is specifically, designed for Pensioner's
(Existing &Prospective) of Central Govt. Civil Ministries/Departments & Deffence ministry
keeping in mind the fact that a Pensioner's banking requirements are wholly different and
requires special consideration.

Benefits

 Timely communication to the customer on receipt of the PPO

 No delays in commencement of pension disbursals -The Bank is handling the

disbursement of Pension under a Centralized Pension Disbursement Module wherein
the Pensioner records are credited centrally through its Centralized Pension Payment
Hub (CCPH) at Mumbai.

 Timely issue of Form- 16A for tax deducted at source in the immediately previous
financial year

 Timely revisions based on changes in rates of Pension or Dearness Allowance, done

centrally from the CCPH

[35]
Note

 The Bank is authorized by RBI and Central Pension Accounting Office (CPAO) for
disbursement of Central Civil Pension through its 218 authorized branches across the
country.

 The Bank is authorized by EPFO for disbursement of pension under the Employees
Pension Scheme, 1995in all the branches

DEPOSITS

Fixed Deposits

Safety, Security and Growth Axis Bank offers you simple reinvestment Fixed Deposits
(at very competitive interest rates), which can be opened with a minimum investment of
Rs
10,000. You can make additions to your deposit in multiples of Rs 1,000 each. The tenure
of your deposit must be a minimum of 6months.

Deposit Schemes

Reinvestment Deposits:
In a reinvestment deposit, the interest accrued to your deposit at the end of each
quarter is invested along with the principal. The tenure of your deposit must be a minimum
of
6 months. At the end of the quarter, the interest and the principal are both rolled over,
and the interest is calculated on the total sum. Income tax is deducted at source.

Automatic Rollover:
As a Fixed Deposit holder, you can avail of the facility for automatic rollovers on maturity
(for both the principal and interest). You can select this option in the Account Opening
Document (AOD). The options available are:
[36]
  Rollover only Principal:
Only the principal amount will be rolled over. The interest will be either credited
to your designated account or paid out.

 Rollover Principal and Interest accrued in Reinvestment Deposit:

This wills rollover both the deposit and the interest accrued for the same tenure at
the interest rate applicable on the maturity date.

On or before the maturity date, you can make the following changes in the
rollover instructions of the deposit:

 Change in tenure

 Change in maturity instructions

 Change in payment instructions

 Change in principal (only reduced amount)

 Change rollover of Principal to rollover of Principal+ Interest, or vice versa.

Withdrawals

 All encashment or withdrawals of Fixed Deposits can only be made at the branch
where the deposit was booked. Method of calculation of interest

 For deposits with tenure of 6 months & above, interest is calculated on a quarterly
basis.

 Interest earned during the previous quarter is added to the Principal for calculation
of interest. Interest on this amount is calculated every quarter.

[37]
  For deposits with tenure of below 6 months, interest is calculated at Simple Interest.
Please note that the period of Fixed Deposit is considered in number of days.

 In the event the depositor chooses to receive the periodic interest payments on
a quarterly basis, interested is calculated and paid on quarterly rests.

 On premature withdrawal of the deposit, interest shall be paid only for the period
for which the deposit is maintained with the Bank and at the rate applicable for such
period.

 Tax at source is deducted as per the Income Tax regulations prevalent from time
to time

Recurring D epos its

Power of compounding

Are you considering saving money a bit at a time?

Axis Bank's Recurring Deposit scheme will allow you with an opportunity to build up your
savings through regular monthly deposits of fixed sum over a fixed period of time.

Features

 Recurring deposits are accepted in equal monthly installments of minimum Rs 1,000

and above in multiples of Rs 500 thereafter.

 Recurring Deposit accounts can be opened for a minimum period of 12 months and
in multiples of 12months thereafter, up to a maximum of 120 months.

 The amount of installment once fixed, cannot be changed .

[38]
  Installment for any calendar month is to be paid on or before the last working day
of the month. Where there is delay in payment of installment, one can regularize the
account by paying the defaulted installment together with a penalty (at present it is
@PLR plus 4 % for the period of delay).Fraction of a month will be treated as full
month for the purpose of calculating the penalty.

 The total amount repayable to a depositor, inclusive of interest, depends on

the amount of monthly installments and the period of deposit.

Encash24

The Encash 24 (Flexi Deposit) gives you the liquidity of a Savings Account coupled with high
earnings of a Fixed Deposit. This is achieved by creating a Fixed Deposit linked to your
Savings Account providing you the following unique facilities:

Ma xi m u m Returns:

Your money is no longer idle. As soon as the balance in your Savings Account crosses over
Rs 25,000, the excess, in multiples of Rs 10,000 will be transferred automatically to a higher
interest earning Fixed Deposit Account. The maturity of fixed or term deposits formed as a
result of transfer of money from the Savings Bank account will be for a maximum period
of
181 days and the interest will be calculate don simple interest rate basis.

Ma xi m u m Liquidity:

The money parked in Fixed Deposits as a result of the above mentioned swe
ep out f rom your Sa vings a ccount can b e easily accessed by issuin g a
chequ e, withdra win g throu gh ATM etc. This amount is automatically re verse
swept f rom the most recently f ormed Fixed Depo sit in units of Rs 5,000 to
the Savin gs account whene ver t he balance in your Savings account f alls
belo w Rs 25,000.
The amount broken f orm your Fixed Deposit will ea rn interest rates at th
e
[39]
applicable rate f or the period that the deposit was held with the Bank.
The remaining amount of Fixed Deposit will continue to earn the contracted rate of
interest.

Auto
Renewal:

On maturity of your linked Fixed Deposit, the Bank will automatically renew it for a maximum
period of 181 days.

PAYMENTS

Bill P ay

Free yourself
Axis Bank's Bill Pay service enables you to make secure payments from the comfort of your
home or office. So its time to say goodbye to late payment fines, long queues, lost bills, and
commissions paid to local errand boys.

Features

 Pay bills without stepping out of your home or office

 Link multiple bills to your account

 View and Pay bills anytime, anywhere

 Fast, convenience and hassle-free

 Access to all major utility billers

 Get updates for pending bills

[40]
Payment Channels

Bill payment is currently enabled through the Internet and the

ATM.

ELECTRONIC CLEARING
SERVICE

ECS is an electronic clearing system that facilitates paperless credit / debit transaction
directly linked to your account and also provides for a faster method of effecting periodic and
repetitive payments.

Benefits of ECS (Debit)

Through ECS (Debit), you can pay all your Utility bills(electricity/telephone/Mobile bills, credit
cards, etc),Mutual Fund (SIP), Insurance Premium, Loan Installments, credit card payments,
payments of donations and other bill payments.

How will you gain from ECS?

 Non-issuance of multiple cheques

 Timely payment of bills /installments /premium without remembering the due dates

 No late payment charges

For your convenience, Axis Bank has tied up with various service providers across the
country.

All you need to do is to register for bill payments with your service provider, banks and
financial institutions by providing details such as name, account number, name of the
bank
/branch, MICR code, etc.
[41]
Security & Safety of your money

To protect your account from excess debits, you can select the top-limit for your account. If
your bill amount exceeds the limit, the payment will be cleared by the Bank, only after
obtaining your approval.

TA X E-PAYMENTS

Axis Bank is authorized by Reserve Bank of India (RBI)and Govt. of India for collecting
Income/ other Direct Taxes and Central Excise & Service Tax since August2003 through its
authorized Braches and through e-Payments. You can pay your Income / Other Direct
Taxes, as well as Central Excise & Service Tax* through iConnect from your account online
and get on-line acknowledgement of the payment by way of a Cyber Receipt, including
Challan Identification Number (CIN) immediately after making the payment

Direct Tax
Payment

The Bank is authorized for Collection of Income or Other Direct Taxes on behalf of Central
Board of Direct Taxes (CBDT) w.e.f 1October, 2003. The assesses or taxpayers can pay
Income or Other Direct Taxes as listed below at 214 authorized branches of Axis
Bank across the country and also by online mode through 'e-Payment 'Facility' in
case they maintain Accounts with Axis Bank.

 Corporation Tax- Tax on Companies and Tax Deducted at Source from Companies

 Income Tax

 Interest Tax and Expenditure Tax

 Gift Tax

[42]
  Wealth Tax

 Fringe Benefit Tax (FBT)

 Securities Transaction Tax (STT)

 Banking Cash Transaction Tax (BCTT)

 Other Tax Deducted or collected at source (TDS or TCS) on salaries of employees,

income from Fixed Deposits, Vendor Payments, Rent, Income from Game Shows
or Lottery, etc.

 Any other Direct Tax including Advance Tax

Pension Disbursement

Central Civil Pension Disbursement

The Bank is authorized by RBI and Central Pension Accounting Office (CPAO) for
disbursement of Central Civil Pension through its 218 authorized branches across the
country.

The details towards availing Pension Disbursement

Facility from Axis Bank is as under:

 For existing Pensioners of Central Govt. Departments and Ministries - This facility can
be availed by opening a Pension Payment Savings Bank Account with any authorized
Axis Bank Branch and thereafter following the necessary procedures prescribed by
CPAO for change of Bank for Pension Account for receiving or drawing pension.

[43]
  For prospective Pensioners of Central Govt. Departments and Ministries - This facility
can be availed by opening a Pension Payment Savings Bank Account with any
authorized Axis Bank Branch and providing the Account details to the Pay and
Accounts Office (PAO) of the concerned Department or Ministry prior to retirement. In
case of existing Axis Bank customers, the details of the Saving Bank Account with the
Bank need to be provided to the Pay and Accounts Office of the concerned
Department or Ministry prior to retirement.

Debt Solutions

Axis Bank is a leading provider of debt solutions in the form of bond or debenture issuances
and loan syndication. The Bank has successfully managed various debt issuances of mid
and large size which includes plain vanilla loans or bonds, and structured term loans to
meet the specific requirements of the clients and the projects.
The Bank is the largest bond house in the country and has been ranked first in respect of
various domestic and international league tables in respect of domestic debt issuances.
Axis Bank's clientele in respect of debt placements includes leading public as well as private
sector corporate in India.

Service Offerings

 Corporate debt placement

 Project debt syndication

 Syndication of structured debt obligations

 External commercial borrowings

[44]
Products

 Subscription to rated debenture or bonds issuances

 Bank's International Operations also participates in credit linked note (issuances)

Placement Capabilities

 The Bank has focused Syndication Teams for Term Loans as well as
Bonds segments

 The Bank also strong relationships with Commercial Banks(PSU Banks, Private or
MNC Banks) and Financial Institutions (PFs, Mutual Funds, Insurance Companies,
NBFCs )

Value Addition

 Debt origination at competitive levels

 Advising on credit enhancement or Instrument structuring through intensive

interaction with Credit Rating Agency

 Preparation of information memoranda

 Advising issuers on legal or regulatory matters

 Advise on interest rate or currency swaps to reduce economize the cost of

borrowing for the clients

[45]
Equity Solutions

We are SEBI registered Category I Merchant Banker. The Bank's Capital Markets
Department has developed significant expertise in the area of public or rights issue
management, private placement of equity, overseas fund raising through FCCB and
GDR and debt syndication.

The Bank has acted as Lead Book Running Managers, co-arrangers and advisors to
a number of equity issuances or offers.

SERVICE OFFERINGS

 Advising the clients on

 Designing an optimal Capital Structure

 Instrument to be offered to investors

 Legal or regulatory matters and obtain approvals from SEBI or ROC or Stock
Exchanges

 Pricing of the instrument

 Assisting the client in marketing of the issue Instrument Coverage

 Public or Rights Issues

 Advisory for Convertibles (FCCB or GDR or ADR)

 Preferential Placements /Qualified Institutional Placements

[46]
 Open Offer/ Buy-back of Shares

 Valuations Execution Capabilities

 Drafting of Offer Documents/Offering Memorandum/Circular after thorough

due diligence as per the regulatory guidelines

 Compliance at various stages to meet Regulators' or Stock Exchanges'

requirements and other statutory authorities Placement Capabilities

 Strong placement capabilities with institutions viz. MFs, Banks, Insurance

Companies, FIs and FIIs in European and Asia-Pacific Financial Hubs

 Wide Geographical Reach with more than 376 branches or offices spread across
150 locations in India

[47]
 CHAPTER –IV

RESEARCH & METHODOLOGY

[48]
 RESEARCH & METHODOLOGY

Data Source - Primary Data & Secondary data

Target - Customers

Statistical tools - Bar graph, pie-chart, Percentage analysis

Tools for data collection - Questionnaire

Population size - 1000

Sample Size - 100

RESEARCH METHODOLOGY

Research Methodology may be understood as a science of studying how research is

done scientifically. In it we study the various steps that are generally adopted by a
researcher in studying the research problem along with the logic behind them.

Research Meaning

Research in common parlance refer to a search for knowledge. In fact research is

art of scientific investigation.
Research can be defined as , “A scientific and systematic search for pertinent
information on a specific topic”.

[49]
Research Definition:

Research comprises defining and redefining problems , formulating hypothesis

on suggested solution , collection ,and at last carefully listing the conclusion to
determine whether they fit the formatting hypothesis.

Objectives of Research:

a) To gain familiarity with a phenomenon or to achieve new insists into it

b) To portray accurately the characteristics of a particular individuals situation or

a group.

c) To determine the frequency with which something occurs or with which it

is associated with something else.

d) To test a hypothesis of a casual relationship between variables.

Research Methods:

A research method refer to the behaviour and instruments used in selecting and
constructing research techniques. Research methods may be understood that which method
or technique that are used for conduction of research. Regarding this research/project
observational method has been following the observation.

Research Methodology:
Research methodology is a way to systematically solve the research problem. It may
be understood as a science of study in how research is done scientifically. In it we study
the
various steps that are generally adopted by a researcher in studying his research problem

[50]
along with the logic behind them. It is necessary for the researcher to know not only the
research methods/techniques but also methodology. Researcher need to know which
method /techniques, are relevant and which are not, and what would they mean and
indicate it and why.

Research Design:

A research design is the arrangement of conditions for collection and analysis of

data in a manner that aims to combine relevance to the research purpose with economic in
procedure.

Regarding this project, exploratory research design is applied. Here, exploratory

research designs concern with describing the performance of the business loan. The design
helps in understand the characteristics in a given situation, think systematically about
aspects in a given situation, offer idea for probe and research helps to make certain simple
decision.

Sampling Method:

Sampling method indicates how the sample units are selected. There are various
types of sample designs which can be covered under the two board groups random or
probability or non- random sample.

SOURCE OF DATA:

Data is collected in two types:

1) Primary data

2) Secondary data

[51]
Primary data:

The primary data are those data, which are collected afresh and for the first
time. And happen to be original in character. The primary data to be collected for the study
are-

 Questionnaire – A set of questionnaire is prepared for the cause of collecting

different information related to the pre-determined objectives. The questionnaire
prepared is in two forms & targeted towards the doctors and chemists differently. The
format of questionnaire is structured and non-disguised.

 Direct Personal Interview – Under this method of collecting data there is face-to-
face context with the person from whom the information is obtained. The data
collected are from the respective selected doctors and chemists visited regularly. The
pattern used is Structured and Indirect Interview.

Secondary data:

Secondary data means data that are already available i.e., they refer the data, which
have already been collected and analyzed by someone else. When the researcher utilizes
secondary data, then he has to look into various sources from where he can obtain them, IN
this case he is certainly not confronted with the problems that are usually associated with the
collection of original data. Secondary data may either be published data or unpublished
data. Usually published data are available in:

 Books, magazines and newspapers.

 Data provided by the company.

 Internet.

[52]
 CHAPTER –V

DATA ANALYSIS & INTERPETATION

[5
 TABLE-

GENDER OF RESPONDENTS

GENDER FREQUENCY PERCENTAGE

MALE 59 59

FEMALE 41 41

[5
 CHART-

GENDER OF RESPONDENTS

GENDER OF RESPONDENTS

41%

59%
MALE
FEMALE

INTERPRETATION

The total respondents are 100. Out of which 59 are male and 41are

female. Male respondent constitute 59% of the sample while females are

41%.

[5
 TABLE-

AGE OF THE RESPONDENTS

AGE FREQUENCY PERCENTAGE

BELOW 25 32 32

26-30 26 26

31-35 14 14

36-40 12 12

ABOVE40 16 16

[5
 CHART-

AGE OF THE RESPONDENTS

35

30

25

20 FREQUENCY
15 PERCENTAGE

10

0
BELOW 25 26-30 31-35 36-40 ABOVE40

INTERPRETATION

The highest age group of the respondents is below 25 with 32% and the least total number of
respondents are between 36-40 with 12%. The respondents under the age group of
26-
30,31-35 and more than 40 are 26%, 14% and 16%respectively.

[5
 TABLE -

EDUCATIONAL QUALIFICATION OF RESPONDENTS

EDUCATIONAL FREQUENCY PERCENTAGE

QUALIFICATION
SC 11 11

HSC 12 12

UNDER GRADUATE 37 37

POST GRADUATE 23 23

PROFESSIONAL 17 17

[5
 CHART-

EDUCATIONAL QUALIFICATION OF RESPONDENTS

40
35
30
25
20 FREQUENCY

15 PERCENTAGE

10
5
0
SECONDARY HIGHER UNDER POST PROFESSIONAL
SECONDARY GRADUATE GRADUATE

INTERPRETATION

The educational qualification of the respondents are shared majority by the under graduates
and the post graduates with 37% and 23% and respondents with educational qualification of
secondary, higher secondary and the professional are 11%, 12% and 17% respectively.

[5
 TABLE-

OCCUPATION OF RESPONDENTS

OCCUPATION FREQUENCY PERCENTAGE

SELF-EMPLOYED 19 19

PRIVATE SECTOR 28 28

GOVERNMENT 27 27

UNEMPLOYED 15 15

OTHERS 11 11

[6
 CHART-

OCCUPATION OF RESPONDENTS

30

25

20

15
FREQUENCY
10
PERCENTAGE
5

INTERPETATION

The majority of the occupation of the respondents are shared by the private sector
people with 28% , the government sector with 27% , 19% of the respondents from the self-
employed category, 15% of the respondents are from the unemployed category and finally
11% of the respondents are from the others category.

[6
 TABLE-

MONTHLY INCOME OF THE RESPONDENTS

INCOME LEVEL FREQUENCY PERCENTAGE

BELOW 10000 22 22

10001-15000 27 27

15001-20000 21 21

20001-25000 17 17

ABOVE25000 13 13

[6
 CHART-

MONTHLY INCOME OF THE RESPONDENTS

30

25

20

15 FREQUENCY
PERCENTAGE
10

5
0
BELOW 10001-15000 15001-20000 20001-25000 ABOVE25000
10000

INTERPETATION

The monthly income of the respondents below 10,000 is 22% of the respondents.
The respondents with income 10,000-15,000 is 27% the respondents with income 15,000-
20,000 is 21% the respondents with income 20,000-25000 is 21%, the respondents with
more than
25,000 is 13%.

[6
 TABLE -

NUMBER OF RESPONDENTS HAVING BANK ACCOUNT

HAVING BANK ACCOUNT FREQUENCY PERCENTAGE

YES 87 87

NO 13 13

[6
 CHART-

NUMBER OF RESPONDENTS USING BANK

13%

YES
NO

87%

INTERPRETATION

The number of respondents using bank is 87% and the remaining 13% of the
respondents have not using account in any bank.

[6
 TABLE-

RESON FOR CHOOSING CHOOSING AXIS BANK

RESONS FREQUENCY PERCENTAGE

Traditional bank account with the same bank 23 36

The brand name of the bank 18 28

The excellent service offered by this bank 15 23

Others 8 13

[6
 CHART-

RESON FOR CHOOSING CHOOSING AXIS BANK

40
35
30
25
20 FREQUENCY

15 PERCENTAGE

10
5
0
TRADITIONAL BRAND NAME OF EXCELLENT OTHERS
BANK ACCOUNT THE BANK SERVICE OFFERED

INTERPRETATION

The major part of the respondents has the reason for choosing this bank is
maintaining the bank account traditionally with the bank which is 27%, the brand name
insists for about 21% , the service insists for about 17% and the others insists about 9%.

[6
 TABLE-

TIME ASSOCIATED WITH THE BANK BY THE RESPONDENTS

NO.OF YEARS FREQUENCY PERCENTAGE

BELOW 1 YEAR 20 20

1-3 YEARS 36 36

3-5 YEARS 27 27

MORE THAN 5 YEARS 17 17

[6
 CHART-

TIME ASSOCIATED WITH THE BANK BY THE RESPONDENTS

40
35
30
25
20
FREQUENCY
15 PERCENTAGE
10
5
0
NO.OF BELOW 1 1-3 YEARS 3-5 YEARS MORE
YEARS YEARS THAN 5
YEARS

INTERPRETATION

About 20% of the respondents are associated with the bank for below 1 year, 36% of
the respondents are associated with the bank between 1-3 years, 27% of the
respondents are associated between 3-5 years and 17% of the respondents are associated
more than 5 years with the bank.

[6
 TABLE-

RESPONDENTS RELATIONSHIP WITH THE BANK

NATURE OF ACCOUNT FREQUENCY PERCENTAGE

SAVING (S/B) A/C 41 41

SALARY A/C 24 24

CURRENT A/C 17 17

DE-MATE A/C 11 11

OTHERS 7 7

[7
 CHART-

RESPONDENTS RELATIONSHIP WITH THE BANK

45
40
35
30
25
FREQUENCY
20
PERCENTAGE
15
10
5
0
NATURE OF SAVING SALARY A/C CURRENT DE-MATE OTHERS
ACCOUNT (S/B) A/C A/C A/C

INTERPRETATION

The respondents maintaining saving account is 41%, salary account is 24%, the
current account is 17%, the de-mate account is 11% and others are with 7%.

[7
 TABLE -

USING PRODUCTS AND SERVICES OF AXIS BANK

USING AXIS BANK SERVICES FREQUENCY PERCENTAGE

YES 64 64

NO 36 36

[7
 CHART-

USING PRODUCTS AND SERVICES OF AXIS BANK

USING AXIS BANK

36%

YES
64%
NO

INTERPRETATION

The respondents who are using the products and services of axis bank is 64% and rest of
36% are not using services of axis bank.

[7
 TABLE-

SATISFACTION OF THE USING RESPONDENTS

INTEREST OF CUSTOMER FREQUENCY PERCENTAGE

HIGHLY SATISFIED 7 11

SATISFIED 29 45

DISSATISFIED 23 36

HIGHLY DISSATISFIED 5 8

[7
 CHART-

SATISFACTION OF THE USING RESPONDENTS

45
40
35
30
25 FREQUENCY
20
PERCENTAGE
15
10
5
0
HIGHLY SATISFIED SATISFIED DISSATISFIED HIGHLY
DISSATISFIED

INTERPRETATON

The number of respondents who responded yes for the question of using the
products and services of axis bank were 64%.out this 11% of the respondents were
highly satisfied
45%were satisfied with the products and services of axis bank and the remaining 36%
were dissatisfied and 8% were highly dissatisfied with the products and services of axis bank.

[7
 TABLE-

COMPARISON OF AXIS BANK FACILITY WITH OTHER BANKS

RESPONDENTS COMPARITIVE OPTION FREQUENCY PERCENTAGE

EXCELLENT 17 13

GOOD 23 38

AVERAGE 13 21

POOR 8 13

[7
 CHART-

COMPARISON OF AXIS BANK FACILITY WITH OTHER BANKS

40

35

30
25
FREQUENCY
20
PERCENTAGE
15

10

0
EXCELLENT GOOD AVERAGE POOR

INTERPRETATION

The respondents using the facility of other banks have been asked to compare the
service of both the banks. Only 17 respondents say that the service in axis bank is
excellent.23 of respondents prefers axis bank is good than others.13 respondents says that
the facility in axis bank average on others banks,8 respondents says that it is poor in the
comparison of facility and services with other banks.

[7
 TABLE -

RESPONDENTS SATISFIED WITH EMPLOYEE’S ATTENTION

RESPONDENTS SATISFIED FREQUENCY PERCENTAGE

WITH EMPLOYEE’S
ATTENTION

YES 43 67

NO 21 33

[7
 CHART-

RESPONDENTS SATISFIED WITH EMPLOYEE’S ATTENTION

33%

YES
67% NO

INTERPRETATION

Respondents who are satisfied with the employee’s attention towards the problem are
67% and rest 33% of respondents are not satisfied with employee’s attention towards
his /her problems.

[7
 TABLE-

RESPONDENTS SATISFIED WITH WORKING SCHEDULE

RESPONDENTS SATISFIED FREQUENCY PERCENTAGE

WITH WORKING SCHEDULE

YES 83 83

NO 17 17

[8
 CHART-

RESPONDENTS SATISFIED WITH WORKING SCHEDULE

17%

YES
NO
83%

INTERPRETATION

Respondents who are satisfied with the working schedule of the bank are 83%
and rest of 17 % are not satisfied with the working schedule of the bank.

[8
 TABLE-

RESPONDENTS OPINION TOWARDS THE SERVICES

S.no Feature Quick access Slowly access Not access

(a) Check a/c balance 33 27 4

(b) Download a/c statement 28 17 19

(c ) Request for stop payment of a cheque 9 31 14

(d) Payment of axis bank credit card bills 11 24 29

(e) Request for a new cheque book or ATM 25 20 19

card

(f) Access de-mat a/c 6 51 7

(g) Transfer funds 34 16 14

(h) Facilitate bill payment 27 22 15

[8
 CHART-

RESPONDENTS OPINION TOWARDS THE SERVICES

60
50
40
30
20
10
0
Check a/c Download Request Payment Request Access de- Transfer Facilitate
balance a/c for stop of axis for a new mat a/c funds bill
statement payment bank cheque payment
of a credit book or
cheque card bills ATM card

QUICKACCESS SLOWLYACCESS NOT ACCESS

INTERPRETATION

The majority of the respondents felt that all the services in the banking is quick access.
But there are some negative responses too on some factors for the people in some of the
services. But the majority of the respondents gave the positive replies.

[8
 CHAPTER-VI

FINDINGS SUGGESTIONS & CONCLUSIONS

[84]
 FINDINGS OF THE STUDY

 From the table 1 it was found that 59% of the respondents were male and the
remaining was female.

 The age group was clearly mentioned through the table 2.

 It was clear that 83% of the respondents were literate. Out of these 83%, 37% were
under graduates, 23% were post graduates. Finally it has been cleared that 17% of
the respondents were illiterate.

 It was found that the respondent who maintains more number of accounts is from
the private sector which is of 28% of the whole percentage.

 The highest number of the respondents on the basis of their salary structure is
between 10000-15000 with an aggregate of 27%.

 Most number of the respondents of maintaining the relationship with the bank is
between 1-3 years with an average of 36%.

 Savings account is the major account in which more number of respondents tied up
with.

 The main part of the project which is products and services has been used by 64% of
people in axis bank.

 The foremost reason for using axis bank is net banking which is 60% of the overall
percentage of 64 among the respondents who uses services of axis bank.

 The inter account transfers are made in higher level through axis bank.

 The online bill payment is the next main purpose for which the net banking has been
used by the respondents.

[85]
 The banking has been used and account have been maintained in this
particular branch because of their habit of maintaining the account traditionally with
this bank.

 It was a great thing that 36% of the respondents are satisfied and highly satisfied
with the services of axis bank.

 It was clearly stated that most of the services rendered by axis bank were good for
the respondents. This has been derived from their responses.

[86]
 SUGGESTIONS FOR THE STUDY

 From the brief study about the project the suggestion to renew the service of net
banking is to update the methods & techniques with proper guidance.

 To give proper attention towards the customer’s problems.

 To enhance speed in accessing the transactional activity. Because it play a vital role
in acquiring the customers.

 It was suggested that the management should functioning of the service.

 Another important suggestion is that for the management to make brand

advertisements regarding the products & services.

 To arrange some training programs for the customers regarding the products &
services and can taught about the usage.

 The organization should retain the existing performance and should increase if
possible to do so.

 These are all the suggestions for the study on the customer satisfaction towards
the products and services of axis bank.

[87]
 CONCLUSION FOR THE STUDY

The study was started so as to know whether the customers are satisfied with products and
services of axis bank.

The project has been done on the customer’s satisfaction towards the products and
services. The analysis was done based on the information collected in the form of
questionnaire from the customers of the bank. This has been done in Axis Bank
,madipakkam branch, Chennai.

The major part of the analysis is based upon the percentage analysis.

After a brief analysis few findings were derived. Based on findings the suggestions
and the conclusion were made.

Thus the report says that the product and services by the axis bank was very useful and it
was satisfying the majority of the customers using it. Moreover many people are interested in
doing transaction with axis bank in the future. The report was very helpful for the bank
to
know how and the suggestions of the customer in the services of axis
bank.

[88]
 BIBILOGRAPHY

Books:-

 www.wekipedia.com

[89]
CUSTOMER SATISFACTION TOWARDS THE PRODUCTS AND SERVICES
OF AXIS BANK

QUESTIONNAIRE:-

1. Name of optional:-

2. Gender:-

a) Male [ ] b) Female [ ]
3. Age:-

a) Below 25 [ ] b) 26-30 [ ]

c) 31-35 [ ] d) 36-40 [ ]

e) Above 40 [ ]

4. Educational Qualification:-

a) SC [ ] b) HSC [ ]

c) UG [ ] d) PG [ ]

e) Professional [ ]

5. Occupation:-

a) Self Employment [ ] b) Private Sector [ ]

[90]
 c) Govt. [ ] d) Unemployment [ ]

e) Other

6. Monthly Income:-

a) Below 1000 [ ] b) 1001-15000 [ ]

c) 15001-20000 [ ] d) 20001-25000 [ ]

e) Above 25000 [ ]

7. Do you have any account in any bank?

a) Yes [ ] d) No [ ]

8. If yes, in which bank?

9. What was the single most important reason that you chose this particular bank?

a) Traditional bank account with the same bank [ ]

b) The brand name of the bank [ ]

c) The excellent service offered by this bank [ ]

d) Others

[91]
10. For how long you make transaction

a) Below 1 year [ ] b) 1-3 year [ ]

c) 3-5 year [ ] d) More than 5 year [ ]

11. Nature of account

a) SB a/c [ ] b) Salary a/c [ ]

d) Current a/c [ ] d) Demat a/c [ ]

e) Others

12. Are you using any product and services of axis bank?

a) Yes [ ] b) No [ ]

12. 1) If yes, what type of product and services?

2) If No, why?

13. How much you satisfied with that product?

a) Highly satisfied [ ] b) Satisfied [ ]

c) Dissatisfied [ ] d) highly dissatisfied [ ]

[92]
14. How do you compare the facility of axis bank with other bank?

a) Excellent [ ] b) Good [ ]
c) Average [ ] d) Poor [ ]

15. Are you satisfied with working schedule of axis bank?

a) Yes [ ] b) No [ ]

16. Will you prefer axis bank to your family member and friends?

a) Yes [ ] b) No [ ]

17.If No, why?

18. Are you satisfied with employee’s attention towards your problem?

a) Highly satisfied [ ] b) Satisfied [ ]

c) Dissatisfied [ ] d) highly dissatisfied [ ]

[9
19. Please use a tick mark in the appropriate column to give your responses for following
statement.

S.no Feature Quick Slowly Not access

access access
(a) Check a/c balance

(b) Download a/c statement

(c ) Request for stop payment of a

cheque

(d) Payment of axis bank credit card

bills

(e) Request for a new cheque book or

ATM card

(f) Access demat a/c

(g) Transfer funds

(h) Facilitate bill payment

20. Your suggestion to improve services of Axis bank.

------------------------------------------------------------------------------------------------------------------
------------------------------------------------------------------------------------------------------------------

[9
[95]