1

PROJECT ON

AN ANALYTICAL STUDY OF DCB BANK

SUBMITTED BY

KATHUROJIGARI ROJA

VENKATESH M.COM PART II

SEM 3 2023-24

PROJECT GUIDE

PROF. YUSUF FAROOQUI

SUBMITTED TO

UNIVERSITY OF MUMBAI

Anjuman-I-Islam’s

AKBAR PEERBHOY COLLEGE OF

COMMERCE & ECONOMICS

M/S SHAUKAT ALI

ROAD, DO TAAKI,
GRANT ROAD MUMBAI-08
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Anjuman-I-Islam’s

AKBAR PEERBHOY COLLEGE OF

COMMERCE & ECONOMICS
M/S SHAUKAT ALI ROAD, DO TAKI,
GRANT ROAD MUMBAI-08

CERTIFICATE

MISS. KATHUROJIGARI ROJA VENKATESH of M.COM Part 2

Semester III has undertaken & completed the project work titled AN
ANALYTICAL STUDY OF DCB BANK, During the academic year 2023-
2024 under the guidance of Prof. YUSUF FAROOQUI submitted to this
college in fulfillment of the curriculum of Masters of Commerce (Advance
Accountancy), University of Mumbai.

This is a bonafide project work & the information presented is true and
original to the best of our knowledge and belief.

Project Course External Principal

Guide Co-Ordinator Examiner
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Anjuman-I-Islam’s

AKBAR PEERBHOY COLLEGE OF COMMERCE & ECONOMICS

M/S SHAUKAT ALI ROAD, DO TAAKI,

GRANT ROAD MUMBAI-08

DECLARATION

I, KATHUROJIGARI ROJA VENKATESH student of Anjuman-I-Islam’s Akbar

Peerbhoy College Of Commerce & Economics ,M.COM (Part-II) Semester III
hereby declare that I have completed the project on AN ANALYTICAL STUDY
OF DCB BANK in academic year 2023-2024.

The information submitted is true and original to the best of my knowledge.

Signature of the Student

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ACKNOWLEDGMENT

To list who all have helped me is difficult because they are so numerous and
the depth is so enormous.

I would like to acknowledge the following as being idealistic channels

And fresh dimensions in the completion of this project .

I take this opportunity to thank the University of Mumbai forgiving me

chance to do this project.

I would like to thank my principal, Prof. (Dr.) Shaukat Ali for providing the
necessary facilities required for completion of this project.

I take this opportunity to thank our Coordinator Dr. Anzar for his moral
support and guidance.

I would also like to express my sincere gratitude towards my project guide

Prof. Yusuf Farooqui whose guidance and care made the project successful.

I would like to thank my College Library, for having provided various

reference books and magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly
helped me in the completion of the project especially my Parents and Peers
who supported me throughout my project
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CONTENTS:-

Chapter No. Name of the concept Page No.

I Introduction 6-9

II Company Profile 9-13

III Products And Service 14-15

IV Project Introduction 16-24

V Review of Literature 25-32

VI Research Methodology 33-37

VII Data analysis and interpretation 38-64

VIII Findings and Suggestion 65-66

IX conclusion 67

X Recommendations And Suggestion 69

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INTRODUCTION

1.1 Industry Profile

A Bank is a financial institution that provides banking and other financial services to their
customers. A bank is generally understood as an institution which provides fundamental
banking services such as accepting deposits & providing loans. There are also non-banking
institution that provide certain banking services without meeting the legal banks are a subset
of the financial services industry. A banking system also referred as a system provided by the
bank which offers cash management services for customers, reporting the transactions of their
accounts and portfolios throughout the day. The banking system in India, should be able to
meet the new challenges posed by the technology and any other internal and external factors.
Since, the last past three decades, India’s banking system has a several outstanding
achievements to its credit. The Banks are the main participant of the financial system in India.
Before the establishment of banks, the various financial activities were been handled by the
money lenders and the individuals. At that time the interest rates were very high and there
was no security of public savings and no uniformity regarding the loans. So as to overcome
such problems the organized banking sector was established, which was fully regulated by
the government. The organized banking sector works with the financial system to provide
loans, accept deposits and provide other services to their customers.
Banking sector offers several opportunities and facilities to their customers. All the banks
safeguards the money and valuables and provide loans, credit and payment services such as
checking accounts, money orders, cashier’s cheques. The bank also offers investment and
insurance products. As a variety of models for co-operation and integration among finance
industries have emerged some of the traditional distinctions between banks, insurance
companies and securities firms have been diminished. Inspite of these changes, banks
continue to perform and maintain their primary role of accepting deposits and lending funds
from these deposits.
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Introduction:

As per the Reserve Bank of India (RBI), India’s banking sector is sufficiently capitalised and
well- regulated. The financial and economic conditions in the country are far superior to any
other country in the world. Credit, market and liquidity risk studies suggest that Indian banks
are generally resilient and have withstood the global downturn well.
RBI’s new measures may take long way in helping the restructuring of the domestic banking
industry.
The digital payments system in India has evolved the most among 25 countries with India’s
Immediate Payment Service (IMPS) being the only system at level 5 in the Faster Payments
Innovation Index (FPII).

Market Size:

The Indian banking system consists of 27 public sector banks, 21 private sector banks, 46
foreign banks, 56 regional rural banks, 1,562 urban cooperative banks and 94,384 rural
cooperative banks, in addition to co-operative credit institutions.
Source: www.ibef.org

Investments/ Developments:

Key investments and developments in India’s banking industry include:

As of September 2018, the Government of India launched India Post Payments Bank
(IPPB) and has opened branches across 650 districts to achieve the objective of financial
inclusion.

The biggest merger deal of FY17 was in the microfinance segment of IndusInd Bank
Limited and Bharat Financial Inclusion Limited of US$ 2.4 billion.

In May 2018, total equity funding's of microfinance sector grew at the rate of 39.88 to Rs
96.31 billion in 2017-18 from Rs 68.85 billion.

Source: www.ibef.org
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1.2 History of banking Industry

The first bank in India was established in the 1786, as the General Bank of India but failed in
1791. As, Modern Banking in India originated in the last decade of the 18th Century. The
largest bank and oldest still in existence is State Bank of India (S.B.I). The East India
Company established Bank of Bengal (1809), Bank of Bombay (1840), Bank of Madras
(1843) and these banks are called as Presidency Bank. These three banks were amalgamated
in 1921 and named as ‘The Imperial Bank of India,’ which upon India’s independence,
became the State Bank of India 1955. For many years the presidency banks acted as a quasi-
central banks, until the Reserve Bank of India was established in 1935, under the Reserve
Bank of India Act, 1934.
The Indian banking sector is broadly classified into scheduled and non-scheduled banks. The
scheduled banks are those included under the 2nd Schedule of the Reserve Bank of India Act,
1934. The scheduled banks are further classified into: nationalised banks; State Bank of India
and its associates; Regional Rural Banks (RRBs); foreign banks; and other Indian private
sector banks. The term commercial banks refers to both scheduled and non-scheduled
commercial banks regulated under the Banking Regulation Act, 1949.
In 1969, the Indian government nationalised 14 major private banks & in the second round of
nationalisations followed in 1980, six more private sector banks were nationalised. The stated
reason for nationalisation was to give the government more control of credit delivery. Until
the 1990s, the nationalised bank grew at a pace of around 4%, closer to the average growth
rate of Indian economy.
In the early 1990s, then government embarked on the policy of liberalisation, licensing the
small number of private banks. These came to be known as New Generation tech-savvy
banks and included Global Trust Bank which later amalgamated with Oriental Bank of
Commerce, IndusInd Bank, UTI Bank (since renamed Axis Bank) ICICI Bank and HDFC
Bank. This move, along with rapid growth in the economy of India with strong contribution
from all the three sectors of the banks namely, Government Banks, Private Banks and
Foreign Banks. The new policy shook the Banking sector in India completely. Bankers, till
this time used to the 4- 6-4 method (borrow at 4%, lend at 6%, go to home 4) of functioning.
The new wave ushered in the modern outlook and tech-savvy methods of working for
traditional banks. All this led to retail boom in India. People demanded more from their banks
and received more.
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Future of Banking Industry

Now-a-days banking sector is playing an important role in every individual’s life. The IT has
a great impact on Indian Banking systems also. The use of computers has led to the
introduction of online banking in India. The use of computers in banking sector in India has
increased a lot after the economic liberalisation of 1991 as the country’s banking sector has
been exposed to the world’s market. Physical as well as virtual expansion of banking through
mobile banking, internet banking, tele-banking, bio-metric and mobile ATMs etc. have been
taking place more often since last decade and has gained momentum in the last few years.
In future banking is going to bring a vast changes and with the advent of new technologies it
is going to be helpful for the banking industry and the services being provided with the help
of banking industry to the customer. Customers can easily pay their loan through
smartphones, and can also get a detail information about their loan and insurance at the
fingertips from the server. Even the user is be able to pay or transfer money to other users
using their mobile applications. Now, fintech is an industry composed of companies that use
new technology and innovation with available resources in order to compete in the
marketplace of traditional financial institution and intermediaries in the delivery of financial
services to the end user with more easy to use. With the help of Fintech companies in the
market banking industry is changing much faster than we can think of. In future we could see
banking products been sold by fintech companies resulting profit for both fintech and Banks
in the market.

1.3 COMPANY PROFILE

About DCB Bank Limited:

DCB BANK Limited founded in 1930’s is a modern emerging new generation private sector
bank as its Headquarters is in Mumbai, Maharashtra. It is a scheduled commercial bank
regulated by the Reserve Bank of India. It has 331 Branches across 19 States and 3 Union
territories. The Bank offers various products like Consumer Banking, Agriculture & Inclusive
Banking, Corporate Banking, Mortgage loans, Finance & Insurance distribution, Private
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Banking & Investment Banking. It offers products to individuals, small and medium
businesses, rural banking and mid corporates across the branch network. It has approximately
6,00,000 customers.
The Aga Khan Fund for Economic Development (AKFED) is the promoter of the bank with
around 15% of the Stake. AKFED is an international development enterprise. It is dedicated
to promoting business entrepreneurship and building economically sound companies. The
Bank received the Scheduled Commercial Bank license from Reserve Bank of India on 31st
May 1995. DCB Bank also serves a client base of NRI customers from over 100 countries
across the world. It is also been traded in Bombay Stock Exchange & National Stock
Exchange. Its branches are across the states of Andhra Pradesh, Bihar, Chhattisgarh, Delhi/
NCR, Goa, Gujarat, Haryana, Karnataka, Kerala, Madhya Pradesh, Maharashtra, Odisha,
Punjab, Rajasthan, Tamil Nadu, Telangana, Uttar Pradesh, Uttarakhand, West Bengal and
Union Territories of Chandigarh, Daman & Diu and Dadra & Nagar Haveli.
DCB Bank business segments are Retail, Public Sector, Micro-SME, Small & Medium
Enterprises, Agriculture, Mid-corporate, Commodities, Government, Indian Banks, Co-
operative Banks, Non-Banking Finance Companies (NBFCs). DCB bank savings accounts
provide attractive value such as cash back option and personalized account number.
Additionally, DCB payless secured credit card is a credit builder card. The bank is active in
the online and digital banking space with DCB on the Go instant mobile banking, SMS
banking, telephone banking.
The key people Mr. Naseer Munjee is Chairman, Mr. Murali M. Natarajan is Managing
Director & Chief Executive Officer (CEO) of DCB BANK. As it is being rated the best small
bank in India by business world magna awards 2017. DCB Bank was also the runner up best
small bank in India by business world magna awards in 2018. Recently the Bank was
conferred the Good Corporate Citizen Award 2017- 2018, by Bombay Chamber of
Commerce & Industry. This was in recognition for the activities actively promoted by the
Bank for sustainability and climate change mitigation across India.

History & Present status of the Bank:

DCB Bank was founded in 1930s, from a series of Co-operative bank mergers with Ismailia
Co-operative Bank Limited and the Masalawala Co-operative Bank respectively.
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This two Banks later on- merged to form Development Co-operative Bank that changed to
Development Credit Bank Ltd. after it was granted the scheduled bank license by the Reserve
Bank of India in May 1995. Development Credit Bank Ltd. went on to successfully offer
share to public by as Initial offering (IPO) in 2006.
DCB Bank Limited is the new name of the bank, changed with due regulatory approval in
January 2014.
DCB Bank having 160 branches over the past two years have doubled the branch network
presence to 323 branches (as on 30th June 2018).

Corporate Social Responsibility:

Throughout the year the Bank and its staff participate in socially relevant activities with
special focus on providing sustainable livelihoods and healthcare to the delicate sections of
society. Dcbians from across the country participate in blood donation drives, visits to
orphanages & old age homes, donation of garments & toys to the under privileged and raising
money for relevant causes. DCB Bank also provides all its employees with 2 days of leave
over and above their annual leave to contribute towards one of the following causes:
a) Conservation of water / water storage / water usage / protecting water bodies
b) Waste Management
c) Recycling
These are just a few of DCB Bank’s philanthropic initiatives.
Vision:

Their vision is to be the most innovative and responsive neighbourhood bank in India serving
entrepreneurs, individuals and businesses.
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Values:

Competitors:

 HDFC BANK LTD.

 AXIS BANK LTD.

 KOTAK MAHINDRA BANK LTD.

 ICICI BANK LTD.

 YES BANK LTD.

 FEDERAL BANK LTD.

 INDUSIND BANK LTD.

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ORGANISATION STRUCTURE OF DCB BANK

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Products & Services:

Cards:

Debit Card, Gift Card, Prepaid Card, PayLess Card, Secured Card.

Deposit Products:

Current and Savings, Fixed Deposits, Lockers, NRI Deposits.

Loans:

Car loan, Home loan, Gold loan, Business Loan.

Payment Services:

RTGS/ NEFT/ IMPS, Bill/ Utility Payment, Tax Payment, E-wallet Slonkit

Services:

24*7 Phone Banking, Internet Banking, Mobile Banking App, Any Branch Banking.

Third Party:

Health Insurance, Life Insurance and General Insurance.

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Address:

9, Balaji Complex Naroli Road,

Silvassa- 396230 (U.T. of D &N.H)

Website:

www.dcbbank.com

Phone No.

18002095363
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Chapter – 02 Project Introduction

2.1 Introduction:

Consumer behaviour is the most focused area in every field of business as well as services.
These days the key determinant factor for any business is to find out the changing needs and
preferences of the consumers in today’s world. Numerous enterprises are focussing and
investigating the purchasing conduct of buyers in their individual markets and targets. The
market is a place where buyers and sellers have transaction for any purpose, where in the
inevitable role is played by the “Consumers”, because the purchase of any product wholly
depends on the purchasing behaviour of the consumer or the customer.
Consumers are those who not only buy the products but also consumes it. In fact, everybody
in this world is a consumer. In every day of our life we are buying and consuming an
incredible variety of goods and services. However, we all have the different preference, likes,
taste, dislikes and adopt a different behaviour patterns while making up a purchase decision.
The study of Consumer behaviour is the study of how individuals make decisions to spend
their available resources (time, effort, money) on consumption related items. It includes the
study of what to buy, when to buy, from where to buy, how often to buy and till how often
they can make use of it. It is important for the marketers and future marketers to understand
and to recognize how and why individual make their consumption decisions in order to make
better marketing strategic decisions. If marketers understand consumer behaviour, they can
predict the reactions of the consumers and can shape their marketing strategies accordingly.
Consumer behaviour implies the study of behaviour of the end user, and not necessarily a
purchaser in the distribution chain of goods & services. In other words, it implies the study
of attitude of all
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consumers in purchasing, using & disposing of their resources. Further it is not confined to
the final user but also study of attitudes of all those who take investment decisions whether
they would consume themselves or buying for others. Meanwhile, the environmental factors
influencing the purchases of the consumer are social, cultural, personal & psychological etc.
There are individual determinants of consumer behaviour in the form of personality, self-
esteem, motivation & involvement, learning and attitude of customers.

Significance of Study:

The results of the survey will benefit many banks, as they need to contact with consumers in
order to establish their needs, and also look for the best way of meeting this needs more than
the competitors. Consumers need to be more aware of the factors to be considered while
choosing a bank. The bank’s management will use the survey results to make decisions about
improving services and expanding its customer base. New participants in the banking sector
will also benefits from the results that what consumers look for or expect in a bank. It serves
as industry analysis that help consumers understand how banks make decisions. Researchers
and scientists will use this knowledge as a basis for future research.

2.2 Overview of Topic:

Consumer Behaviour is the process of making decisions and actions of people / potential
customers related to the purchase and use of products. It helps in understanding: Why
consumers make the purchases that they make? What factors influence consumer purchases?
The changing factors in our society. The customer buying decision process describes the
journey the customer goes through before they buy the product. Understanding the
customer’s buying process is not only very important for salespeople, but it will also enable
you to align your sales strategy accordingly. As the consumer’s buying decision process goes
to the five stages:
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 Need Recognition

The first and the most important step in the consumer’s decision process. A purchase cannot
take place without the recognition of the needs. The needs may have been activated by
internal stimuli (such as appetite or thirst) or external stimuli (such as advertising or word of
mouth).

 Information Search

Having recognised a problem or need, the next step the customer may take in the information
search stage, in order to find out what they feel is the best solution. This is the buyer’s effort
to search internal and external business environment, so as to recognize and assess data
sources identified with the focal purchasing choice. The customer may depend on print,
visual, online media or verbal exchange for getting information.

 Evaluation of alternatives

Individuals evaluate different products or brands at this stage on the basis of alternative
product attributes – those which have the ability to deliver the benefits the customer is
seeking for. A factor that vigorously impacts this stage is the customer’s attitude.
Involvement is another factor that influences the assessment procedure. For example, if
the customer’s attitude is
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positive and involvement is high, then they will evaluate a number of companies or brands;
but if it is low, only one company or brand will be evaluated.

 Purchase Decision

This is the fourth stage where the purchase take place. Philip Kotler (2009) states that the
final purchase decision may be ‘disrupted’ by two factors: negative feedback from other
customers and the level of motivation to accept the feedback. For example, after going
through the above three stages, a customer chooses to buy a Nikon D80 DSLR camera.
However, because his good friend, who is also a photographer, gives him negative feedback,
he will then be bound to change his preference. Secondly, the decision may be disrupted due
to unanticipated situations such as a sudden job loss or the closing of a retail store.

 Post-Purchase Behaviour

The customers in brief will compare the products with their previous expectations and will
see either they are satisfied or dissatisfied. Therefore, these stages are critical in retaining
customers. If your customer is satisfied, this will result in brand loyalty. On the basis of being
either satisfied or dissatisfied, it is common for customers to distribute their positive or
negative feedback about the product. This may be through reviews on website, social media
networks or word of mouth. Companies should be very careful to create positive post-
purchase communication, in order to engage customers and make the process as efficient as
possible.

Factors Influencing the Consumer Buying Behaviour

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CULTURAL FACTORS:

In Cultural factors, the marketers need to understand the role played by buyer’s culture,
subculture and social class.

Culture:

Culture is the most fundamental reason of an individual’s wants and behaviour. Human
behaviour is largely learned. Growing up in a society, a child learns basic values, perceptions,
wants, and behaviours from the family and other important institutions. A person normally
learns or is exposed to the following values: achievement and success, activity and
involvement, efficiency and practicality, progress, material comfort, individualism, freedom,
humanitarianism, youthfulness, fitness and health. Each gathering or society has a culture,
and social effects on purchasing conduct may fluctuate incredibly from nation to nation.

Sub-culture:

Each culture contains smaller subcultures or groups of people with shared value systems
based on common life experiences and situations. Subcultures include nationalities, religions,
racial groups, and geographic regions.

Social Classes:

Social Classes are society’s relatively permanent and ordered divisions whose individuals
share comparative qualities, interests, and practices. Social class isn't controlled by a solitary
factor, for example income yet it is estimated as a mix of occupation, salary, wealth,
education and other variables.

SOCIAL FACTORS:

A consumer’s behaviour also is influenced by social factors, such as the consumer’s small
groups, family, and social roles and status.
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Reference Groups:

Many small groups influence a person’s behaviour. Membership groups are those groups
which have direct influence and to which the person belongs. In contrast, reference groups
serve as direct or indirect points of comparison or reference in forming a person’s attitude or
behaviour. People often get influenced by reference groups to which they do not belong.
Opinion leaders are people within a reference group with special skills, knowledge,
personality traits, or other characteristics, exert social influence on others.

Family:

Family members have strong influence on buyer’s behaviour. The family is the most
important consumer buying organization in society, and it has been researched extensively.
Advertisers are keen interested in the roles and influence of the spouse, wife and youngsters
on the purchase of various items and administrations.

Roles & status:

Social roles and status are the groups, family, clubs and organisation to which a person
belongs. A role consists of the activities people are expected to perform according to the
persons around them. And the person’s position in each group can be defined in terms of both
role and status.

PERSONAL FACTORS:

Age and life cycle stage:

Individuals change the products and services they purchase over their lifetimes. Tastes in
food, garments, furniture, and recreation are often age related. Purchasing is likewise formed
by the phase of the family life cycle – the phases through which families may ignore as they
develop overtime. Marketers often define their target markets in terms of life-cycle stage and
develop appropriate products and marketing plans for each stage.

Occupation:
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It affects the goods and services bought by the consumer. Marketers try to identify the
occupational groups that have an above-average interest in their products and services.

Economic situation:

A person’s economic situation will affect product choice. Marketers of income-sensitive

goods watch trends in personal income, savings, and interest rates. If economic indicators
point to a recession, marketers can find a way to upgrade, reposition and re-price their items
intently.

Lifestyle:

It is a person’s pattern of living as expressed in his or her psychographics. It measures a

consumer’s activities, interest, and opinions to capture information about a person’s pattern
of acting and interacting in the environment.

Personality and Self-concept:

Each individual’s different personality influences his or her buying behaviour. Personality
refers to the unique psychological characteristics that lead to consistent and lasting responses
to the consumer’s environment. Personality can be useful in analyzing consumer behaviour
for certain product or brand choices. Self-concept refers to people possessions that contribute
to and reflect their identities.

PSYCHOLOGICAL FACTORS:

Motivation:

A person has many needs at any given time. A need becomes a motive when it is aroused to a
sufficient level of intensity. Some are biological, arising from states of tension such as
hunger, thirst, or discomfort. Others are psychological, arising from the need for recognition,
esteem, or belonging. A motive (or drive) is a need that is sufficiently pressing to direct the
person to
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seek satisfaction. Psychologists have developed - Abraham Maslow the important theories for
human motivation.

Perception:

Perception is the process by which people select, organize, and interpret information to form
a meaningful picture of the world. People can form different perceptions because of three
perceptual processes: selective attention, selective distortion, and selective retention.

 Selective attention is the tendency for the people to screen out most of the information to
which they are exposed.

 Selective distortion is the tendency for the people to interpret information in a way that
will support what they already believe.

 Selective retention is the tendency to remember good points made about a brand they
favour to forget good points about competing brands.

Learnings:

When people act, they learn. Learning describes changes in an individual’s behaviour arising
from experience and occurs through interplay of drives, cues, stimuli, responses and
reinforcement.

Beliefs and attitude:

A belief is a descriptive thought that a person has about something based on knowledge,
opinion, and faith. Attitude describe a person’s relatively consistent evaluations, feelings and
tendencies towards an object or idea. Thus, this in turn influence buying behaviour.

2.3 Problem Statement

In today’s scenario, if we find there is too much of competition in banking sector. So, the
bank launches various products and services to attract and retain customers and facilitate
them but, before this it is most important to know that- Is the customer interested and aware
about the
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products and services? Thus, it is very important for a bank to know whether the customers
are interested in banking and are they aware about the products and services. The need of the
Bank led to the selection of the title “A study on Consumer behaviour towards banking
products”.
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Chapter - 03 Literature Review

3.1 Theoretical Background

Consumer Behaviour is the behaviour that consumer display in scanning for purchasing,
using, evaluating and disposing of products and services that they expect will satisfy their
needs. There are different processes involved in the consumer behaviour. First, the consumer
tries to find what commodities he would like to consume, then consumer would select only
those commodities that promises greater utility. After selecting the commodities, the
consumer makes an estimate of the available money which he can spend. Lastly, the
consumer analyses the prevailing prices of commodities and takes the decision regarding the
commodities that he would consume. Thus it takes into consideration and mix together their
basics of the economic status, the society, their psychology and sociology. “Consumer
Behaviour as those activities directly involved in obtaining, consuming and disposing of
products and services, including the decisions process that proceed and follow these
actions.” - Engel, Blackwell, Miniard. There have been studies conducted and models
developed towards understanding consumer behaviour.

Need for Studying Consumer Behaviour:

It is important for the marketers to understand the buyer behaviour due to the following reasons:
 To survive in the market, a firm needs to be constantly innovating and understand the
latest consumer trends, preference and taste. Thus, it will be extremely useful in
exploiting the marketing opportunities and in meeting the challenges that the Indian
market offers.

 The study of consumer behaviour for any product is of vital importance to the marketers,
in shaping the fortunes of their organization.

 It is significant for regulating the consumption of goods thereby maintaining economic

stability.

 It is more useful in developing the efficient ways for utilization of resources in

marketing. It also helps in solving marketing management problems in more effective
manner.
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 For effective market segmentation and target marketing, it is essential to have an

understanding of consumers and their behaviour towards the products and services.
 Today consumers give more importance on environmental friendly products as they are
concerned more about the health, hygiene and fitness. They prefer natural products.
Hence detailed study on upcoming groups of consumer is essential for the firm.

Model of Consumer Behaviour:

Massively the models suggest the Input to the process as the stimuli and behaviour as the
output of the system.

This model demonstrates that marketing and other stimuli enter the consumer’s mind and
stimulate certain responses. Consequently, marketers must make sense of what is in the
purchaser's discovery (mind). The black box model except that psychological constructs is
the main legitimate object of study and that mental builds are a piece of an invulnerable box
which ought not to be opened. Marketing stimuli consist of product, price, place, and
promotion. Other stimuli include major forces in the buyer’s environment such as economic,
political, and socio-cultural. All these inputs enter the buyer’s black box, where they are
turned into a set of observable buyer responses such as product choice, brand choice, dealer
choice, purchase timing, and purchase amount.
The marketer wants to understand how the stimuli are changed into responses inside the
buyer black box, which has two parts: The first part includes the buyers’ characteristics that
influences how he/she perceives and reacts to stimuli. The other part includes the buyers’
decision process.
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3.2 Literature Review

“A Literature review is a critical analysis of published sources, or literature, on a particular

topic. It is an assessment of the literature and provides a summary, classification, comparison
and evaluation”. The review has been made on books and articles, as follows:

Articles Reviewed:

N Ramya & Dr. S A Mohamed Ali (2018) in the article, “A study on consumer buying
behaviour towards Amul products with special reference to Coimbatore city,” the study
examines consumer buying behaviour is the sum total of a consumer's attitudes, preferences,
intentions, and decisions regarding the consumer's behaviour in the market place when
purchasing a product or service. Marketing managers are always interested to know more
about consumers’ buying behaviour so they can prepare better communication and
advertising campaigns and strategies about their products and services. The study says
consumer makes buying decision every day and many people don’t even know the factors
which drive them to this decision. Usually the factors affecting consumer buying behaviour
include psychological, social, cultural, and personal factors. The study suggest purchasing
behaviour of the consumer is positive which reveals that the buying behaviour of the
consumers is high. The promotional strategies of the product can be improved more to
increase the sale of the company. Thus the study concludes that the buying behaviour of the
consumers are positive, so the product has a good reach in Coimbatore city.

Indrila Goswami Varma and Ms. Rupa Agarwal (2014) in the study, “Online Buying
Behaviour of Homemakers in Western Suburbs of Mumbai and Social Media
Influence”, they tried to find out the impact of social media on the online habit of
homemakers. The researchers aim is to identify the factors that affect the online buying
behaviour of women particularly homemakers in western suburbs of Mumbai. Due to the use
of internet online shopping is growing worldwide. Marketers are trying to understand the
online buying behaviour of Indian customers so that they can find out new ways of
identifying various many profitable customers and targeting them better. An empirical study
through online survey was conducted on 56 homemakers in the age group of 25-45 years in
western suburbs of Mumbai. Nowadays, the social networking is also growing rapidly and
is especially popular amongst
 28

homemakers. After examining the attitudes of homemakers towards online shopping it has
been observed that homemakers are utilitarian. Shopping for them is an experience, leisure
activity to reduce their boredom. Most of the homemakers prefer to go to mall and spend
money liberally but spend very conservatively online. The certain factors such as to touch
and feel the product, enjoy market place, interaction with sales person, instant satisfaction of
purchasing products are missing in online shopping. As a result of this, offline shopping is
more preferable than online because offline shopping leads to impulse buying and immediate
satisfaction. The study also reveals that the influence of social media is limited to creating
awareness, generating curiosity leading to information search. It does not influence
homemakers to buy.

Punwatkar, Sushil & Verghese, Manoj (2014) in the article on the Impact of
Salesperson’s Behaviour on Consumer’s Purchase Decision:
An Empirical Study, the efforts have been made to examine the impact/influence of
salesperson’s behavioural traits- Ethical Behaviour, listening ability, relational skills and
emotional intelligence on the coinciding purchasing behaviour of the customer. The outcome
of this study emphasizes the soft skills of a salesperson, which is otherwise disregarded as an
antecedent variable, accordingly providing insights for salespersons in refining their selling
behaviour. As the result of the study indicates a salesperson should understand importance of
the required skills and strive to develop these skills. Further, the findings of the study would
also help the retailers in ensuring that the salesperson develops the required skills by
consistently keeping a check on them. Retailers may also focus on the skills while recruiting
and training salesperson. The article relates the theory to practice that the behaviour of the
customers may get controlled by the action of sellers.

Dr. K. Alagarsamy & S. Wilson (2013) through their literary work on “A Study on
Customer Behaviour Towards Banking Services With Special Reference To Public
Sector Banks in Sivagangai Dist.”, State that the banking sector has under gone many
changes in the new economic policy based on privatization, globalization and liberalizations
adopted by government of India. Customer is the king in the present day banking. Since the
banks are providing tailor made services to the changing needs of the ultra-modern customer
to face their stiff competition from the rival banks. Today the customer services preference
keep on changing at a rapid speed and their demands. Today the challenging and tough job
for the bankers is retaining their existing customer base and acquiring new customer. The aim
of the bankers is to make the customers achieve their financial goals. To achieve the highly
 29

challenging task of customers satisfaction bankers are turning to technology for help. Bankers
are not only satisfying the customer but must also trigger the attitude of the customers
towards the bank. Even though the customer is well educated, still some times due to high
technology banking services they hesitate for the transaction.

Jayshree Chavan and Faizan Ahmad (2013) studied on, “Factors Affecting on Customer
Satisfaction in Retail Banking: An Empirical Study” They attempt to measure the overall
satisfaction of customers in retail banking and to identify the factors affecting the customer
satisfaction in retail banks. The study is confined to public sector, private sector and co-
operative sector banks in Sangli and Solapur districts in western Maharashtra in India.
Though, banks have started realizing that their business increasingly depends on the quality
of the consumer service provided and overall satisfaction of the customer. As the study is
been analysed, there are 200 customers from public sectors banks, 200 customers from
private sector banks and 200 customers from cooperative sector banks were selected. Validity
and reliability tests were employed to check the reliability of the survey questionnaire. The
findings revealed that customer satisfaction, a transaction-specific attribute, is dependent on
nine different factors
i.e. Tangibility, E-fulfillment, Convenience & Availability, Accuracy, Responsiveness,
Empathy, Promptness, Personal Assistance. This study would further help the bank
management not only in improving the overall level of customer satisfaction but also
strengthening the bond between the banks and their customers, thereby helping the banks to
retain and/or expand their overall customer base. Today, customers expect higher quality
services from banks which, if fulfilled, could result in significantly improved customer
satisfaction, and potentially retention levels.

Revathy B. (2012) Indian Banking Retail Industry, as made an attempt ascertain the level
of awareness among the respondents about the retail banking services, to measure the level of
satisfaction regarding retail products and services and to offer suggestions to expand the retail
market through improved customer services. The study based on 60 customers each from SBI
and Indian Overseas Banks are selected on convenience sampling method. The study reveals
the customers were highly aware of most of the retail banking products except some like
home banking, telebanking and institutional financing. It also reveals that routine operations
factors are highly influencing the satisfaction level of the customers. The study concludes
retail banking offers phenomenal opportunities for growth and development, the challenges
are equally formidable. How far the retail banking is able to lead the growth of banking
industry
 30

in future would depends upon the challenges and how it makes use of the opportunities
effectively.

Kriti Bardhan Gupta (2009) has study on Consumer Behaviour for Food Products in
India, Primary data was collected through questionnaire from 326 respondents in Uttar
Pradesh. The relative importance of various food purchasing criteria was estimated for four
different food categories, food and vegetables; milk and milk products; food grains and
pulses; and processed foods on 1-5 scale. The study explored the consumer behaviour for
food products in India from different perspectives. People accepted the fact that their food
habits get affected with the shifting to a new region but many basic buying and consumption
behaviour do not change. Some of the changes in buying and consumption behaviour of
relocated people, which were observed after their settlement to a new region, were not
significantly different from the level of changes in behaviour of non-moving people.
However, compared to the last 10 years, people have started preferring more healthy foods
and are willing to try out new dishes everywhere. They tend to learn new dishes in cooking
and eat new food items after relocation without discontinuing their traditional food items.
There is also influence of children on the type of food items that they eat.

According to Bitta and Della (2004), in the book ‘Consumer Behaviour’- the authors
proposed that consumer behaviour studies play an important role in deciding marketing
segments and marketing strategies. The authors recommended that consumer is often studied
because certain discussions are significantly affected by their behaviour or expected actions.
For this reason such consumer behaviour is said to be an applied discipline. Such applications
can exist at two levels of analysis. Market segmentation, consumer decision making and
buying behaviour is considered as core marketing activities in designing effective marketing
strategies. The micro perspective involves understanding consumers for the purpose of
helping a firm or organisation to accomplish its objectives. On the other hand macro or
societal perspective consumers collectively influence economic and social conditions within
an entire society. The authors discussed factors affecting consumer behaviour at micro and
macro level for making a purchase decision.

According to Karunik L. & Schiffman Lenon (2010) the book ‘Consumer Behaviour’-
have highlighted the dynamic business environment and they it be turbulent as never before
& the service industry as promising as never before. In this era of intense competition
companies
 31

understand the customer is the king in the market and success depends a lot on the efficiency
of the managers in delivering the promised product or services. The responsibility lies on the
organisations to develop a culture, ethics, responsibility, value and quality services should be
offered to achieve higher level of customer satisfaction. Dynamic consumer behaviour is
required to analyse various factors affecting consumer purchase decision directly or
indirectly. According to Hoyer, W.D. & and Macinnis, D.J. (2008) in the book
‘Consumer behaviour’, reflects the totality of customer’s decision with respect to
consumption, acquisition and disposition of products, services, tasks, people, ideas and
experiences by units of decision making. Consumer behaviour includes why they purchase,
what they purchase, when they purchase, how often they purchase, where they purchase,
influence of such evaluation on future, how they calculate it after the purchase and how they
regulate it. Consumer behaviour means more than just how an individual purchases products.
Therefore the efforts of marketing focus on the ideas, tasks and services of customers. The
manner in which the customers purchase is extremely important to marketers. It is essential to
know how a customer reacts towards varied product features, advertisements and costs in
order to assure powerful competitive benefit.
 32

Definitions:
 33

Chapter - 04 Research Methodology

4.1 Research Methodology

Research methodology is the specific procedures or techniques used to identify, select,

process, and analyze information about a topic. In fact, research is an art of scientific
investigation. In short, research is the search for knowledge through objectives and
systematic method of finding solution to the problem. In a research paper, the methodology
section allows the reader to critically evaluate a study’s overall validity and reliability. This
section answers the two main questions: How the data was collected or generated? How was
it analyzed or interpreted?

Research Design: Exploratory & Descriptive Design

Exploratory Research Design:

Exploratory research design is used to investigate a problem which is not clearly defined. It is
been conducted to have a better understanding about the existing problem. It tries to gather
the information from the participants who has a considerable knowledge about the problem.
 34

Descriptive Research Design:

Descriptive research is also known as statistical research, describes the characteristics about
the population or phenomenon, being studied. Descriptive research answers to the questions
who, what, when, where and how. Although the data description being factual, accurate and
systematic, the research cannot describe what caused a situation.

4.2 Objectives of study:

1. To understand the concept and significance of consumer behaviour.

2. To study the consumer behaviour towards the banking products with special reference to
DCB Bank Ltd., Silvassa.

3. To gauge the overall satisfaction upon services received by the consumers of DCB Bank
Ltd.

4.3 Sampling Design:

Sampling Technique: Random Sampling

Sampling Area: Silvassa

Sample Size: 120 respondents

Population for study: Consumers of the service at DCB Bank Ltd, Silvassa

Data collection Method: Survey Method

Source of data collection:

Primary Data – Questionnaire

Secondary Data - Articles, Books & Websites
Analytical Tool – Percentage Method

Data Collection:

The data is been collected by two sources i.e. primary data & secondary data. In the current
project both the type of data is been used.
 35

Primary Source of Data:

This data are collected at first hand especially for the purpose of study are known as primary
data. This data has been collected through the personal contact with the account holders of
the bank.

In current study, following are the ways in which the data is been collected:

 Questionnaire: A set of 15 questions was asked to respondents.

 Direct Interviewing: Questions were directly asked to the customers and feedback was
been taken.

Secondary Source of Data:

This type of data is been readily available, where one need not to put much efforts to collect
the information because it is already been collected by some researchers, experts and
socialites.

In the project report secondary data is been collected from articles, websites, project
report and journals.

Tool used for analysis of data:

 Estimation & presentation of frequency distribution.

 36

 Percentage Analysis.

4.4 Scope of study:

 The scope of the study is to study about the consumer behaviour towards banking products.

 The study shows the awareness of customers towards banking products.

 The study emphasize on attracting new customers and shifting towards retaining profitable
customers and building lasting relationships with them.

 The study refers the term customers of Bank as synonym to consumers of service provided
at Bank.

Limitations of the study:

 The project studies the consumer behaviour for the banking products in Silvassa region
and with a limited sample of 120 respondents possible to be approached during the time
span allotted for the study.

 The project study is limited to the respondents, having an account in DCB Bank Ltd.
 37

Research Process:
 38

Chapter - 05 Data Presentation & Analysis

The Researcher has attempted the analysis as per the objectives been set for the study:

Objective 1 - To understand the concept & significance of consumer

behaviour.

Consumer Behaviour is referred to the behaviour displayed by the individual while they are
buying, consuming or disposing any particular products or services. These behaviours are
being affected by the multiple factors. The customers while purchasing the products goes
through many steps. As it involves the search for a product, evaluation of product where the
customer evaluates different features, purchase and consumption of product. Lastly the post-
purchase behaviour of the product is been studied which shows the consumer is satisfied or
dissatisfied where it involves disposal of product.
The study of consumer behaviours helps business managers, salesperson and marketers in the
following ways:
 To design the best possible product or service that fully satisfies consumer’s needs and
demands.

 To decide where the products or service would be made available for easy access to
consumers.

 To decide the price where the consumer would be ready to buy that products or services.

 To attract the customers, to buy a product find out the best method of promotion that
would prove to be effective.

 To understand how, when, what, why and other factors that influence buying decisions of
the consumer.

 To understand consumers decision to dispose of the products and services.

 To understand the factors influencing the consumer buying behaviour.

 To help marketers to sell of product and create focused marketing strategies

 39

Objective 2 - To study the consumer behaviour towards the banking

products with special reference to DCB Bank Ltd., Silvassa.

Demographic Profile of Respondents

 Gender of Respondents

Graph No. 1
Source: Primary Data Collection

Interpretation:
 40

 The Researcher observes that out of total respondents for the study majority are the Male
members i.e., 90% & only 10% of the respondents are Female.

 Age of Respondents

Graph No. 2
Source: Primary Data Collection

Interpretation:

 The observation states that most of the respondents i.e., 37.5% are between 18 -30 age
bracket.
 41

 Further the observation states that, in the age bracket of 31-45 there are 26.66% of
respondents. In the age bracket of 61 & above there are least respondents as compared
to other age bracket i.e., 16.66%.

 Occupation of Respondents

Graph No. 3
Source: Primary Data Collection

Interpretation:
 42

 The observation states that 75% of the respondents are from service class and 16.66% of
them are the business background.

 The observation further states that 2.5% of the respondents are students and 4.16% of
respondents are from other background.

Annual Income of Respondent

Graph No. 4
Source: Primary Data Collection

Interpretation:

 The observation states that there are 62.5% of respondents from 3,00,000 – 6,00,000.
 43

 Further the observation states that there are 20.83% of respondents from 6,00,000 –
9,00,000 and 16.66% of respondents from 9,00,000 – 12,00,000 of Income Group. There
are no respondents in the bracket of 12,00,000 & above Income Group.

Banks considered most Technologically Advanced

Graph No. 5

Source: Primary Data Collection

Interpretation:

 The Researcher’s aim was to understand the perception of respondents towards

technologically advanced banks in the category of Public, Private & Co- operative
sector.
 44

 The analysis leads to the understanding that 80% of respondents find Private Sector
Bank to be more advanced.

 The further analysis states that 12.5% of respondents consider Public Sector as
advance & 7.5% of respondents consider Co- operative Banks as advance.

Attribute of DCB Bank valued most by customer

Graph No. 6

Source: Primary Data Collection

Interpretation:
 45

 The observation states that 60% of the respondents valued the attribute i.e. Trust followed
by 35% of respondents valued the attribute i.e. quality of service.

 Further the observation states that 2.5% of the respondents few valued the attribute i.e.
Incentive schemes & technology used.

Clients of other Banks

Graph No. 7

Source: Primary Data Collection

 46

Interpretation:

 The analysis leads to the understanding that 57.5% of the respondents are the Clients of
two banks.

 Further the analysis shows that 35.83% of the respondents are the Clients of three & above
banks.

 Also the analysis states that only 6.66% of respondents are the Clients of one bank.

Most important reason for preferring DCB Bank by Customer

Graph No. 8
 47

Source: Primary Data Collection

Interpretation:

 The study states that 66.66% of respondents said speedy delivery is the most important
reason for preferring the DCB Bank followed by 10% of respondents find customization
of services.

 The study also states that 9.16% of respondents find nearness to office/residence whereas,
7.5% of respondents find bank to have standardize procedures as the reason for preferring
DCB Bank.

Most preferred product at DCB Bank

Graph No. 9
 48

Source: Primary Data Collection

Interpretation:

 The analysis states that 62.5% of the respondents preferred the fixed deposits followed by
the 15% of the respondents prefer the loan facilities with the bank.

 Further, the analysis states that 6.66% of respondents prefer the electronic bill payment
with bank whereas, the 5% of respondents prefers the locker’s facility and debit & credit
cards with the bank.

Customer considering the top most things in a new bank

Graph No. 10
 49

Source: Primary Data Collection

Interpretation:

 The Researchers aim was to understand the top most things considered by the respondents
in the bank in the category of Innovation, Value, Price, Brand, & others.

 The observation states that 45% of the respondents consider the brand as the top most
thing followed by 27.5% of respondents consider the Innovation as the top most thing to
be considered for a bank. The observation further states that 20.83% of the respondents
consider Value as less comparative to the brand & Innovation.

Frequency of availing banking services by customer per month

Source: Primary Data Collection

Interpretation:

 The Researcher’s aim was to understand the banking services most frequently being
availed by the respondents per month.

 The observation states that branch banking was mostly availed by the respondents in the
bracket of 1 – 4 times a month. There were 90 such respondents i.e. 75% of the total
respondents. There were good 21 respondents who didn’t visit the Branch for banking
services every month.
 50

 The observation further states that mostly 68 i.e. 57% of the respondents avail ATM
services 1-4 times a month and none of the respondents avail the ATM services above
8 Times.

 The analysis further states that mostly 55 i.e. 45.83% of the respondents does not
avail the Internet banking and 86 i.e. 72% of the respondents does not avail the
Mobile banking services.

Customer’s Response regarding staff behaviour & Communication

Graph No. 12

Source: Primary Data Collection

 51

Interpretation:
 The study states that majority of the 100% of the respondents were happy by the staff
behaviour and the communication done with the customer at DCB Bank.

 The study also states that none of the respondents dislikes the staff behaviour &
communication at the DCB Bank.

Regular Alerts of Product/ Services & Availing of New Schemes (DCB Bank)

Graph No. 13

Source: Primary Data Collection

Interpretation:
 52

 The analysis states that 93.33% of the respondents say that they are getting regular alert
for products and services and availing of new schemes by the bank.

 The analysis also states that very few i.e. 6.66% of the respondents cannot exactly answer
on it.

Ambience & Cleanliness in Silvassa Branch Premises

Graph No. 14
Source: Primary Data Collection

Interpretation:
 53

 The analysis states that 80.83% of the respondents found the ambience & cleanliness of
Silvassa branch premises as Excellent.

 The analysis also states that 19.16% of the respondents found it to be good.

 Further the analysis also states that none of the respondents found the ambience and
cleanliness to be the average or poor.

Time taken by DCB Bank service provider for delivering the products

Graph No: 15
Source: Primary Data Collection

Interpretation:
 54

 The analysis states that 85.83% of the respondents feel that the bank provide quick service.

 The further analysis also states that 14.16% of the respondents feel that the bank provide
reasonable services to its customer.

Complaint during last 12 months on any bank official matters

Graph No. 16

Source: Primary Data Collection

Interpretation:

 The analysis states that 93.33% of the respondents mostly had no complaints during the
last 12 months with the bank.

 Further the analysis says that only 6.66% of the respondents had a complaints with the bank.
 55

If Yes, Nature of Complaint during last 12 months

Graph No. 17

Source: Primary Data Collection

Interpretation:

 The analysis states that very few i.e., 8 out of 120 respondents have complaints with the
bank and this 100% of complaints have same nature of complaint with the bank i.e. delay
in providing the information.
 56

 Researcher observes that none of the respondents having a complaint with misbehaviour
or error occurred during any official matters with the bank.

Knowledge of the staff of DCB Bank

Graph No. 18

Source: Primary Data Collection

Interpretation:
 57

 The analysis states that 69.16% of the respondents said that knowledge of the staff is
excellent.

 Further the analysis also states that 30.83% of the respondents said that knowledge of the
staff is good.

Politeness/ Hospitality at DCB Bank

Graph No. 19
Source: Primary Data Collection

Interpretation:
 58

 The analysis states that 75.83% of the respondents said that the politeness/hospitality of
the staff was excellent at the bank.

 The analysis also states that 24.16% of the respondents said that the politeness/ hospitality
of the staff was good at DCB bank.

Helpful Staff while handling the customers

Graph No. 20

Source: Primary Data Collection

Interpretation:
 59

 The analysis states that 73.33% of the respondent said that the staff was excellent in
handling their customers.

 The analysis states that 26.66% of the respondent said that the staff was helpful as it was
good in handling their customers.

Variety of services offered at Bank

Graph No. 21
Source: Primary Data Collection

Interpretation:
 60

 The analysis of the study states that 75% of the respondents says that the variety is services
offered by the bank is excellent.

 Further the analysis shows that 25% of the respondents says that the variety of the services
being offered by the bank is good.

 The study also states that none of the respondents says the variety of services being offered
is average or poor.

Handling of the customer grievances by bank

Graph No. 22
 61

Source: Primary Data Collection

Interpretation:

 The analysis of the study says that 80.83% of the respondents find the handling of the
customer grievances excellent at the bank.

 Further the analysis also shows that 19.16% of the respondents which are few also finds
the handling of customer grievances to be good at DCB Bank.

 The analysis of the study also says none of the respondents found the handling of the
grievances to be the poor.

Score of the Respondents on overall experience

Graph No. 23
 62

Source: Primary Data Collection

Interpretation:

 The analysis states that the overall experience of the respondents was rated 8 out of 10 on
an average, which signifies a very satisfactory customer experiences.

Objective 3

To gauge the overall satisfaction upon services received by the customers of

DCB Bank Ltd.

Overall customer satisfaction and awareness of the products offered by

Bank

Graph No. 24
 63

Source: Primary Data Collection

Interpretation:

 The Researcher intends to derive the overall customer satisfaction and awareness of the
products offered to the customers of the DCB Bank Ltd.

 The analysis of the study states that 98.33% of the respondents are satisfied with the bank
and the awareness regarding the products being offered.

 The analysis of the study states that 1.66% of the respondents are not satisfied with the
bank and the awareness regarding the products being offered.

If Yes, Rating of the overall services received by DCB bank

Graph No. 25
 64

Source: Primary Data Collection

Interpretation:

 The study states that 99.99% of the respondents says that the rating of the overall
services received by DCB Bank was excellent and rest stated it as good.
 65

Chapter – 06 Findings & Conclusion

FINDINGS:

The Researcher based on the observation and analysis has come up with the following
findings:-

1. The Researcher gathers that as against the Public Sector and Cooperatives, the Private
sector Banks are more technologically advanced i.e., 80% of the respondents have stated the
same. (Table No. 5.5)

2. The Researcher understands that the attribute being most valued by the customer in the bank
i.e. trust as 60% of the respondents have stated the same followed by 35% of the respondents
valued the attribute i.e. quality of service. (Table No. 5.6)

3. The Researcher finds that 57.5% of the respondents are having their account in other two
banks followed by 35.83% of the respondents are the clients of other three banks. Only 6.6%
of the respondents would like to have an account with one bank. (Table No. 5.7)

4. The Researcher understands that as against familiarity, Customization of Services,

Standardize procedures and Nearness to office/residence, the speedy delivery is the reason of
67% of the respondents for preferring DCB Bank as their bank. (Table No. 5.8)

5. The Researcher gathers that 62.5% of the respondents preferred the fixed deposit product
as compared to other product facilities as it gives good return on an investment to the
customer. (Table No. 5.9)

6. The Researcher understands that as against Innovation, Value, Price and Others, the Brand
is considered to be the top most thing by 45% of the respondents and generally 25.7% of the
respondents consider the Innovation as the top most thing in the new bank. (Table No. 5.10)

7. The Researcher identifies that the customer are happy with the communication and the
staff behaviour done by the bank service provider as 100% of the respondents are satisfied
and thus none of the respondents dislikes the staff behaviour and communication done by the
bank service provider. (Table No. 5.12)
 66

8. The Researcher understands that giving the regular alerts for products and services will
help the customer as 93.33% of the respondents say that they are getting regular alerts for the
products & services from the bank and the analysis also states that very few that is 6.66% of
the respondents don’t want to comment on this. (Table No. 5.13)

9. The Researcher understand that the ambience & Cleanliness of the bank attracts the
customer as 99.99% of the respondents found that the ambience & cleanliness of the bank is
Excellent and thus none of the respondent dislike the ambience and cleanliness of the bank as
poor. (Table No. 5.14)

10. The Researcher finds that time taken at the bank for delivering services is quite good
because 85.83% of the respondents feel that the bank provide them quick service and 14.16%
of the respondents found it reasonable. (Table No. 5.15)

11. The Researcher identifies that most of the respondents said that the knowledge of the staff
is Excellent. The respondents also said the politeness and hospitality at the bank is good and
the staff are helpful while handling the customer and even the bank offers excellent variety of
services to its customers. Even 80.83% of the respondents also suggested that the bank is
excellent in handling the customer grievances and none of the respondents dislikes the bank
staff in terms of these parameters. (Table No. 5.18) (Table No. 5.19) ( Table No. 5.20) (Table
No. 5.21) (Table No. 5.22)

12. The Researcher finds that 98.33% of the respondents are satisfied with the bank’s services
and the awareness regarding the products being offered. Out of these satisfied respondents
99.99% of the respondents rate the overall services received by the DCB bank as excellent.
(Table No. 5.24) ( Table No. 5.25)
 67

CONCLUSIONS:

The project intended to gather the understanding on consumer behaviour towards banking
products by the customers of DCB Bank Ltd. The result and findings of this research study
exemplifies the fact that an in-depth research has been conducted and all the objectives set for
the research work has been fully accomplished and the analysis is also performed to the
maximum extent possible. The study enhances the confidence of the bank towards its
products and services and validates the fact that consumer behaviour is essential aspects to be
considered for gauging the customer satisfaction. The study establishes connect with the
existing literature with respect to the theme of the study and produces a compiled theory for
further literature reviews. Majorly the customers had a wonderful experience with major
satisfaction in almost every parameter of the study. As further, the bond of DCB bank with its
customers is too strong because DCB bank mainly focuses on retaining their customer
relationship. This extends to the assumption that DCB bank sincerely adopts the practice of
retaining customers and it was seen that the customer are satisfied with their service.
 68

Chapter – 07 Learning Through Project

Personal Learning:

 Professionalism

 Communicating with others

 Appreciation

 Patience and Flexibility

 Handling of Stress

 Managing work & activity

 Learned to be more empathetic

Professional Learning:

 The employees working in the bank were quiet disciplined and did their banking related
work on time.

 Bank is more emphasizing on betterment of the employees by providing them training

and retaining the customer relationship by availing them with better services.

 Developed a professional relationship.

 69

Chapter – 08 Project Contributions

Recommendations & Suggestions:

The Researcher based on the findings has come up with the following suggestions:

 The Researcher through the personal interaction has understood that the few consumer
i.e. 6.66% of the respondents have a complaint regarding the services being delayed by
the bank at times. Hence a general suggestion in this regard is to conduct a monitoring
exercise on time schedule for the employees at the bank on random basis to ensure
further promptness in serving and eventually meeting the further satisfaction of their
customers.

 DCB Bank products may further concentrate on attractive advertisement and various
promotional strategies to make the customer aware regarding the regular alert of products
and services and availing of new schemes, as being more competitive from other banks.