Presentation on Consumer

Perception regarding the

Acceptability of Dhanlaxmi
Bank
Submitted By:
Hiranya Vaidya
M090700032
INDUSTRY PROFILE

o Banking Regulation Act came into force in

India in 1949.
o Oldest /Largest Bank- SBI
o There Are96 Scheduled Banks
31 Public Sector Banks
27 Private Sector Banks
38 Foreign Sector Banks
How It All Began…..
Humble Beginnings
• Incorporated on 14th November 1927 at Thrissur
• Started with a Capital of Rs.11,000/- and 7 employees
• 1975: Opening of 1st Non-Kerala Branch at Chennai Mount Road
• Scheduled Commercial Bank in 1977
• 1980: Opening of 100th Branch
• 1996: Reached 1000 crores in business
• 1996: 1st Public Issue
• 2000: 1st ATM at Thrissur Corporate office Building
• 2002: Platinum Jubilee Celebration
• 2008: Reached Rs.6,000 Crores in Business
• 2009: Achieved Rs.10,000 Crores in Business
• 2010: Beginning of Change, New Vibrant Logo and Corporate Identity
Dhanlaxmi Today

• Total Business as on 31.12.2009: 10,000 crores

• Total Branches: 227
• Total Extension Counters: 26
• Total Existing ATM’s: 224
• Deposits grown by 40% this year
• Road mapped for Corporate Group business
• Our employee strength:4500 and still growing
• Male to Female Ratio: 70:30
 RBI Approval for Opening of 66 new Branches & 380ATMs,
20 Branches and 229 ATM’s to be launched

R
O
Additional A
Central D RBI Permits
Processing Opening of 5
Centre at new Regional
Thrissur & A Offices in
Hyderabad HE Kerala
A
D

Emphasis on Network, Balance Sheet, Profitability

Highlights in 2009 – 10

• Operationalized 42 new branches in October and

November

• Launched Internet Banking services for customers

• Credit card launch in tie up with In-solutions Global

(Pvt.) Ltd.
Highlights in 2009 – 10 (Contd.)

• Recognized as “India’s Fastest Growing Mid-size Bank” by Business

Today on the basis of a survey

• Awarded Best bank in the private sector at the Banking Excellence

Awards instituted by the State Forum of Bankers’ Clubs

• Awarded the Best Employer Brand among the private sector banks
by Employer Branding Institute in its South Regional Round
Branch Structure
Swot Analysis

Strengths
•Online Services
•Advanced Infrastructure
•Friendly Staff
•Bank–Insurance services

Weaknesses
•Brand Image
•Loan Facility
•High Minimum Balance
(Contd..)

Opportunities
•More branches
•ATM
•Awareness
•Loan facility

Threats
•Competition
•Net Services
•No Proper Facilities to Uneducated customers
Need & Objectives of study

• To measure the awareness level of people regarding

Dhanlaxmi Bank.
• To identify the factors that influence customers to
choose a Bank.
• To evaluate the overall satisfaction level of customers.
• To find the scope to bring a change in existing strategy.
• To know whether customer will go for Dhanlaxmi Bank
in future
Research Methodology

Type of Research- Descriptive Research

Sample Design- Non-probability research
design
Sample unit- Chandigarh
Sample Size- 100
Contd…

Sources of data collection-Primary Data

& Secondary Data
Instrumentation techniques –
Questionnaire
Tools use for Data Analysis- MS Word,
MS Excel
Awareness about Dhanlaxmi Bank?
From which source you come to know
about Bank/ Branch?
 
For what purpose do you visit Bank
frequently?
Implications of the study

o This overall research will help the Dhanlaxmi Bank to know its image
amongst the bankable population
o It will also help Dhanlaxmi Bank to locate the target population for its
different schemes.
o It will also help them to locate most appropriate locations for the
expansion of the bank.
o By doing the research with the help of MBA trainee’s bank will save huge
costs which they would have incurred during the research work.
Findings of the Study

• To maintain the minimum balance is the main problem

for the customers.
• The Bank also provides insurance services. That
means the bank have a tie-up with an insurance
company
• Advertisement in Chandigarh region is very poor.
• In Chandigarh branch there is no updated Database.
• Their main target is to get quality customers, instead
of the quantity.
Contd….

• There is only one branch and ATM of Dhanlaxmi Bank

in Chandigarh.
• The competition in the banking industry is very high
and is increasing at a faster rate.
• 48% of respondents are aware about Dhanlaxmi Bank,
while others are not.
• 46% of the respondents know about Dhanlaxmi bank
because of executive visit.
Recommendations Made

• Open more branches and install more atms to

serve the vast market of Chandigarh .
• More ATMs should be opened up like on high
ways, in petrol stations, in shopping malls for
the convenience of people.
• Carry on Advertising campaign with more
intensity.
Recommendations Made (Contd..)

• Besides opening more branches it should also look for

opening some extension counter in Panchkula and
Mohali.
•  Minimum balance to be maintained should be
decreased.
• Updating existing customer database every two
months.
Benefits likely to accrue to the Bank

• Dhanlaxmi Bank will come to know their

image amongst the bankable population.
• Bank will get an updated database.
Limitations

• Efficient decision cannot be taken from small Sample

Size.
• Survey is restricted only to the area Chandigarh.
• Time constraint.
• Co-operation of respondents.
Proposed Implementation Methodology

• The Bank should strengthen marketing team by recruiting

more sales executives so as to expand the network.
• To gain the confidence of customers, the Bank should
organize on boarding activities with them every week