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MARKETING APPLICATIONS & PRACTICES

TOPIC: A STUDY TO UNDERSTAND ATTITUDE, INTENTION TO USE AND BEHAVIOR OF CONSUMER REGARDS TO STT(SELF SERVICE TECHNOLOGY)-ATM

PROF. SWETA MENON

GROUP MEMBERS
NAME
Amita gade DEVENDRA KAHAR Pratik kedia Sani savani Akshay shetty Vaibhav sampat Saurabh chaurasia Kalpesh bhadresha

ROLL NO
11 19 21 36 39 34 07 02

Categories and Examples of SSTs in use

Interface Purpose

Telephone/Interactive Voice Response *Phone banking *Flight Status *Order Status

Online Internet

Interactive Kiosks

Video CD

Customer Service

*Package tracking *Account Information

*ATMs *Hotel checkouts

Transactions

*Telephone Banking *Prescription refills

*Phone banking *Retail Purchasing *Flight Status *Financial Institutions *Order Status *Internet info search *Distance Learning *Tourist information *TV/CD based training

Self-Help

*Info telephone lines

What is ATM

An ATM (Automated Teller Machine) is a computerized telecommunications device that provides the customers of a financial institution an access to financial transactions in a public space without the need for a human clerk or bank teller.

INTRODUCTION
Using an ATM, customers can access their bank accounts in order to make cash withdrawals Following are the process through which people uses ATM 1. They insert card 2. Enter the PIN 3. Proceed the transaction

History

First Mechanical ATM installed in NY in 1939 by Citibank

ATMs were introduced to the Indian banking industry in the early 1990s initiated by foreign banks
By 2005, there were over 1.5 million ATMs installed worldwide

There are about 75,000 ATMs in the country out of which over 26,000 belong to the SBI group.

ADVANTAGES OF ATM
1.

ATM provides 24 hours service

2.

ATM reduces the workload of bank's staff


ATM is very beneficial for travelers ATM provide service without any error(gives exact amount)

3.

4.

OBJECTIVE OF SURVEY

To find number of people using ATM Technology To find people perception against the trust and security aspect of ATM To find problem related to usage of ATM To find out additional feature and changes in ATM by choice of the people for making user friendly Determine the reason behind not using ATM

DATA COLLETION METHODOLOGY

Target market---(NALASOPARA,VILE PARLE,THANE,WORLI,MARINE LINES,CHURCHGATE) PRIMARY DATA QUESTIONNAIRE SECONDARY DATA WEBSITE

The sample size =

100

ATM

45

Q4) which type of bank A/C do you have?


41

40

35

30

28
20-40 41-60

25

20

15

10

10

4
SAVINGS CURRENT BOTH

Everyone tries to save for a rainy day so everyone has savings A/c. The number of Current A/c holders are less as it is held by people doing business

Q5) Rate the banking services from 1 to 4 on the basis preference?


ATM

Branch Visit Internet Banking


Phone Banking

The ATM technology is most preferred by todays generation Branch visit a next in the list of preference as many of the work cannot be done without branch visit. Mostly internet banking is preferred by those in the age group of 20-40

Q6) Do you use ATMs?


Do you use ATM?
60

54

50

40

32
30

20

13
10

1
0

20-40

41-60

YES

NO

Young generation is more towards the use of ATM & so the response is inclined to YES In the age group from 41-60 there is a mixed response due to their technological backwardness.

Q7) How frequently do you use ATMs?


25
25 20

16
15

12 9 7

20-40 41-60

10

0 Daily Weekly Monthly Occasional

Q8) From the following who helped you to use ATMs?


18

17

16

14

20-40 MALE 11
20-40 FEMALE 41-60 MALE 6 4 2 1
Friends Family Self

12

10

6 6 3 3

6 5 3 4

41-60 FEMALE

Bank personnel

Self learning forms a big part of the chart for men in both the age group as they dont like to take help from others. The female member who had taken part in the survey show that they had taken help from someone or other.

Q9) Is it easy to use ATMs?


40 35 30 25 20 15 10 5 0

34

16 3
Female 20-40

19

9
1
Male

Yes No

2
Male 41-60

2
Female

Most of the male feel easy to use ATM. This is due to the better understanding of the technology.

Q10) Which language do you prefer while using ATMs?


6% 9%

English Hindi Marathi


85%

English has been said to be most preferred language as they have been learning & using this language. The instructions are easy to understand due to the use of English.

Q11) Does the use of ATM save time?


Time saver
120%
100% 80% 60% 40% 20% 0% YES Time saver

97%

3%
NO

People dont have to carry money everywhere they go. Whenever in need of cash we dont have to go to the bank. You can withdraw money 24x7 there is no time constraint attached to it.

Q12) Rate the ATM on the basis of RELIABILITY (trust)?


20 18 16 14 12 10 8 6 4 2 0 High

18 16 14

12 7 8
5 41-60 20-40

1
Low

The respondents in the age group of 2040 feel that the ATM is more reliable as compared to other age group The people in the second group show less trust as they feel difficult to operate it.

Q13) Rate the ATM transactions on the basis of safety? (1 being safest & 5 being Unsecured)
20 18 16 14 12 10 8 6 4 2

18

18
13 11 7 7 7 4 5 0 Unsecure
41-60 20-40

Secure

The respondents from the age group of 20-40 know a lot about technology & are aware of all the frauds that take place. Vice versa.

Q14) Do you think ATMs will replace manual banking in the near future?
30

27

27

25

20

15

15

17
Yes No

10

20-40

41-60

Q15) How can the ATMs be more user- friendly?


50 45 40 35 30 25 20 15 10 5 0

45

45

28 20

30

Include Regional language

Private voice command

Large font on touch screen

Last transaction upgrade the detail existing system

The private voice command will help in reduction of fraud. By upgrading the features of ATM it can be made user friendly, like checking for counterfeit notes. People want to monitor their financial move and expenditure pattern and this could be done easily if ATM incorporates last transaction detail.

12

Q16) Why dont you use ATMs? 11


8
7 7 5 2 3 5

10

Most of the respondents for this question was from the age group of 41-60. They are not accustomed to this technology and feel difficult to operate it.

17) How can the ATMs be more user- friendly?


7 6

6 5 4 2

Include Regional language

Private voice command

Large font on touch screen

Last transaction upgrade the detail existing system

There is a mixed response for this question as these people dont use ATMs and have a very low knowledge about it

14 12 10

18) If the above options are incorporated will you use ATMs?
12

8 6 4 2 0

2 Yes No

Q19)Do you think ATMs will replace manual banking in the near future?
10 9 8 7 6 5 4 3 2 1 0 20-40

4 1

Yes No

0
41-60

These people are not habitual to use ATM They think that the technology cannot replace manual efforts. This is also due to the age gap in the thinking.

CONCLUSION

ATM technology is used by many people The age group difference play an vital role for adopting Technology like ATM To make more user friendly ATM people suggest for voice command option At starting people face problem for usage of ATM, but this is ignore when they start using regular basis

RECOMMENDATION

For old age people there should be voice command option & video demo option in ATM There should be 2-3 ATM machines in counter. Most of the time people hate to be waited in Queues for long time Awareness regarding security and safety should be provided by bank to the people