WINTER PROJECT REPORT

A Project Report on Customer Buying Behaviour towards selecting the bank

and Marketing Strategies undertaken at
Kotak Mahindra Bank Ltd

Prepared for the St Francis Institute of Management and Research

in the partial fulfillment of the requirement for the
award of

Post Graduate Diploma in Management Studies

SubmittedBy:
Name: Priyesh R Bane
Roll No.: 01

Year:2016

Under the guidanceof

Dr. G Ramesh
SFIMAR

St Francis Institute of Management and Research, Mt.Poinsur,

S.V.P Road, Borivali (W)Mumbai.
Batch-2014-2016

Need of Study:
This project briefly covers the research on banking services and products provided
by Kotak Mahindra Bank. It have been recognized the world-over as an important tool for
socio-economic development for a nation. It is one of the prime support service needed for
rapid growth and modernization of various sectors of the economy. There is a lot of
competition in banking industry, so it is necessary for every bank to find out the buying
behavior. From the research, bank can come to know which factors affect the most for
buying their service. By providing different schemes through which consumer will attract
to buy the service, so it is necessary to conduct the research about the buying behavior of
the consumer also it will help to know the position of Kotak Mahindra Bank and its market
share in banking sector at India.

Value addition to the company by this project:The Project will helps to know the current position of the Kotak Mahindra Bank Ltd.
The Project tells:
How Kotak Mahindra Bank Ltd is performing?
What are the Expectations of Customers from Kotak Mahindra Bank Ltd
These all information can be useful for the company in taking decisions which will help to
eliminate the problems and generate more sales & increase the profit.

Objective and Scope of Study

Objectives of Project
The objectives of the Study are listed as follows:

Primary Objective
To find the Buying Behavior of Customers and the effectiveness of various Marketing
Strategies adopted by Kotak Mahindra Bank

Secondary Objective
To know about the position and market share in banking sector of Kotak Mahindra Bank.
To know the factors affecting the Sales of the Products/Services offered by Bank.

 To study how the various products are positioned in the market.

Scope of Study:
The study helps in finding out the attributes that affects the choice of customer while
selecting the bank in general
The study will help to know the top of mind awareness level of different banks

Research Methodology
Research Design
A Research design is a logical and systematic planning and helps direction apiece of
research. The research design lays down the method and producer for the collection of requisite
information and its measurement and analysis with a view to arriving at certain meaningful
conclusion at the end of the study.

Research design used for this study

In this study descriptive type of research design has been used because the study is to find
the Buying Behavior of Customers and the effectiveness of various Marketing Strategies
adopted by Kotak Mahindra Bank.

Sources of Data
Primary Data
In this study Primary data was collected by visiting the Kotak Mahindra Bank branch at
Mira Road personally through survey method various questionnaire were asked to the customers
coming outside the branch.

Secondary Data
To study any kind research problem it is necessary to use a secondary data. I have also
taken data from the Kotak Mahindra Banks official website, Annual report, Newspaper, Journel
etc.

Sampling Design
In this research Convenience sampling type has been adopted.

Sampling Unit
Sampling unit means an element on which a measurement can be taken. The survey had
been conducted at around 30 customers outside the Kotak Mahindra Bank branch at Mira Road

Sampling Size
Given time and cost allotted for research study constrains, a sample of 30 customers was
considered reasonable.

Method of Survey
Personal interview of customers were taken as. It offers a sense of participation. It is
more flexible form of data collection. Use of unstructured, open-end questions is possible. Rate
of refusal is low. Depth interview is possible. Complex questions can be asked. The interview
can have questions to secure more information.

Types of Question
The important aspect in the designing a question is to decide which types of question are
to be used. Question can be classified in various ways.
Questionnaire contains following type information

Open-ended question
Dichotomous question
Multiple-choice Question

Both the questionnaire consists of all three types of question. Mostly all questions are
multiple type questions. Dichotomous question are few in number. There is only one open-ended
type questions.

Area of Study
The Areas of operation were research were conducted was Kotak Mahindra Bank branch at Mira
Road East.