Beruflich Dokumente
Kultur Dokumente
AT DHARAMSHALA
SUBMITTED TO:
SUBMITTED BY:
Mr.HEMRAJ (A.P)
KRITIKA
MBA 3rd Semester
Deptt. Of Management
Reg. No. 614012034
DECLARATION
I hereby declare that I have carried out Summer Training Project on the topic entitled
Consumers Perception on KCC Bank in Branch Office Dharamshala
I further declare that this project work is based on my original work and no part of this project
has been published or submitted to anybody.
(Kritika)
GUIDE CERTIFICATE
2
This is to certify that Kritika of M.B.A. 3 rd semester bearing university roll number- 614012034
has completed her summer training project under my guidance.
Project Guide
(Mr. Hemraj)
SIGNATURE.
ACKNOWLEDGEMENT
I, Kritika, MBA Student in SRI SAI UNIVERSITY PALAMPUR is highly grateful to all those who
guided me in completing this project.
First of all, I would like to pay my heartiest thanks to entire family of KCC BANK especially
Mr. Ranjit Thakur , Branch manager, who provided me such a wonderful opportunity to do
Summer Training and provided their valuable suggestions in understanding the work of Research
Project.
Last but not the least, I would like to thanks all faculties of SSU facilities, who gave me the
useful tips and suggestions regarding project.
Words can never express the deep sense of gratitude, I feel for KCC BANK employees, who has
been a constant source of inspiration and encouragement for me.
Kritika
PREFACE
The present era is undoubtedly a management era. Management is an important function in any
organization. A management is one of the most important fields which are widely used in every
stage of life. The effective management can be achieved only by effective management training
and developing skill to understand the organizational level this project work is a part of the
course of MBA and was done at KCC Consumer Perceptions.
This project is prepared on the basis of awareness of KCC Consumer Perceptions in market and
understanding the requirement of proper guidance to customers.
KCC offers loans for homes-for buying or constructing your home, refinance a Consumer
Perception availed from other institutions or even to extend or improve your existing home. This
project helps me to better understanding of market and financial products and their benefits.
Now I am feeling the great pleasure in delivering this project because of a better skill of handling
the situation and customer understanding.
INDEX
5
Sr.
No
Chapter
No.
Page
No.
Topic
Acknowledgement
II
Preface
III
Executive summary
1.
Company profile
9-23
2.
Review of literature
24-26
3.
27-29
4.
5.
6.
Data analysis
and
interpretation
7-8
30
31-39
40-41
Annexure-I (Questionnaire )
42-44
Annexure-II (Bibliography)
45
EXECUTIVE SUMMARY
6
I have done my Summer Internship Project from KCC BANK DHARAMSHALA. During
my Summer Internship Project; I implemented many concepts of marketing in the real life
situation.
This project work helped me to apply theoretical knowledge into practical aspects on collected
data which was a worthy experience and during the discussion with company guide I realized
that how important the project report is for the company and me. I also realized how teamwork,
goal orientation and managing interpersonal relationships are integral part of professional life;
therefore this will definitely help me to develop qualities required for executive. In addition, I
understood products of my company and its targeted customers. Also I got information what are
the basic categories of bank products.
The customers who were not aware about the scheme say that KCC bank should improve their
promotional area through different media like T.V. radio. Print media, PR and through IMC
(Integrated Marketing Approach) and most of them votes for IMC. More than 80% of the
customers were satisfied with location and condition of the Bank and more than 50% were
satisfied with the process of disbursement, but maximum of the customers were dissatisfied with
the behavior of the employees, they give suggestions to that the KCC Bank employees should
change and improve their behavior towards their customers, from my findings I found that this
behavior of employees is due to daily routine work load from which they got stressed. I
recommend the bank to change the location of the employees from one branch to another and
give them more and more incentives and also to employ more employees from which work load
gets less and the employees will not feel any pressure and they will not feel any stress. Most of
the customers choose KCC Bank because of simple procedures and more number of branches
and the interest rates regarding their business was suitable according to them. Most of the
customers rank good about KCC bank.
The main purpose of this project work is to analyze the customer relationship management
services provided by the KCC bank and to check the level of satisfaction, towards this service,
among the customers. Consumer perception has become challenging issue for every financial
institution as every organization is trying to provide services superior to the competitors.
7
We did our research at the KCC bank, branch Dharamshala and the information we received
there, along with the secondary research, helped us in strengthening our knowledge base
regarding the topic.
A questionnaire was chosen as a data gathering tool because given the time and cost restraints,
this proved to be the most effective method. Each of us verbally administered the questionnaire
to the customers and recorded the responses.
In general customers give the following suggestions like customized products, more number of counters,
improvement in employee behavior, provision of new schemes, use of IT and to improve the promotional
area. Most of the customers were satisfied with the overall services of the bank and todays scenario they
recommend to choose KCC bank.
The Kangra Cooperative Bank Ltd. started in a very humble way as a small Thrift/Credit Society
in March, 1960 by a few friends of Distt. Kangra of Himachal to help out the people of Himachal
residing in Delhi to uplift their economic conditions and tide over the financial hardships.
Dedication, sincerity and honesty of these members/associates brought rich fruits and this
Thrift/Credit Society grew up into a big society within twelve years after its formation and
successful running was converted into a primary urban Cooperative Bank in 1972 by RBI and
was permitted to carry out banking activities including acceptance of deposits from public (nonmembers) by opening their Saving, Current and RD A/cs. Twenty three years there from in June
1995 it was granted a license to carry out the banking business by the Reserve Bank of India.
Thereafter, it was granted license to open branches and consequently six more branches were
added in February, May, December 1996, June 1998 ,October 2008 and the last one in July
2009. In May 1970 it purchased Paharganj building and reconstructed the same in 1993. In
October, 1997 it purchased the present premises at Janakpuri to set up administrative and HO.
Central accounts and Personnel department are functioning from this building. It has a board
meeting room. One branch also functions here. The main branch along with its service branch,
arbitration and recovery department is situated in its own three storied building at Paharganj. It
purchased another Building in April 2008 At Jagatpuri where its one of the existing Branches
has already been functioning.
PROMOTER
KCC is India's premier housing finance company and enjoys an impeccable track record in India
as well as in international markets. , the Corporation has maintained a consistent and healthy
growth in its operations to remain the market leader in mortgages. Its outstanding loan portfolio
covers well.
Over a million dwelling units. KCC has developed significant expertise in retail mortgage loans
to different market segments and also has a large corporate client base for its housing related
credit facilities. With its experience in the financial markets, a strong market reputation, large
9
shareholder base and unique consumer franchise, KCC was ideally positioned to promote a bank
in the Indian environment.
MISSION
KCC Banks began operations in 1995 with a simple mission to be a World Class Indian
Bank. We realized that only a single-minded focus on product quality and service
excellence would help us get there. Today, the bank is on the way towards that goal. It is
extremely gratifying that its efforts towards providing customer convenience have been
appreciated both nationally and internationally.
The banks aim is to build a sound customer franchise across distinct businesses so as to be the
preferred provider of banking services in the niche segments that the bank operates in and to
achieve healthy growth in profitability, consistent with the banks risk appetite.
BUSINESSES
KCC Bank offers a wide range of commercial and transactional banking services and treasury
products to wholesale and retail customers. The bank has three key business segments:
The objective of the Retail Bank is to provide its target market customers a full range of financial
products and banking services, giving the customer a one-stop window for all his/her banking
requirements. The products are backed by world-class service and delivered to the customers
through the growing branch network, as well as through alternative delivery channels like ATMs,
Phone Banking, Net Banking and Mobile Banking.
The KCC Bank Preferred program for high net worth individuals, the KCC Bank Plus and the
Investment Advisory Services programs have been designed keeping in mind needs of customers
who seek distinct financial solutions, information and advice on various investment avenues. The
Bank also has a wide array of retail loan products including Auto Loans, Loans against
marketable securities, Personal Loans and Loans for Two-wheelers. It is also a leading provider
of Depository Participant (DP) services for retail customers, providing customers the facility to
hold their investments in electronic form.
CAPITAL STRUCTURE:
Financial Position as on 31st March 2013
figures in lacs
Share Capital
Funds
205.50
50352.90
Deposits
328199.81
Investment
235879.62
Loan
132823.37
Profit
4508.76
Working Capital
397383.83
Treasury
Within this business, the bank has three main product areas - Foreign Exchange and Derivatives,
Local Currency Money Market & Debt Securities, and Equities. With the liberalization of the
financial markets in India, corporate need more sophisticated risk management information,
advice and product structures. These and fine pricing on various treasury products are provided
through the bank's Treasury team. To comply with statutory reserve requirements, the bank is
11
required to hold 25% of its deposits in government securities. The Treasury business is
responsible for managing the returns and market risk on this investment portfolio.
GROWTH
KCC Bank is a young and dynamic bank, with a youthful and enthusiastic team determined to
accomplish the vision of becoming a world-class Indian bank. Our business philosophy is
based on four core values - Customer Focus, Operational Excellence, Product Leadership
and People. We believe that the ultimate identity and success of our bank will reside in the
exceptional quality of our people and their extraordinary efforts. For this reason, we are
committed to hiring, developing, motivating and retaining the best people in the industry. Our
mission is to be "a World Class Indian Bank", benchmarking ourselves against international
standards and best practices in terms of product offerings, technology, service levels, risk
management and audit & compliance. The objective is to build sound customer franchises across
distinct businesses so as to be a preferred provider of banking services for target retail and
wholesale customer segments, and to achieve a healthy growth in profitability, consistent With
the Bank's risk appetite. We are committed to do this while ensuring the highest levels of ethical
standards, professional integrity, corporate governance and regulatory compliance. Our business
strategy emphasizes the following:
Increase our market share in Indias expanding banking and financial services industry by
following a disciplined growth strategy focusing on quality and not on quantity and
delivering high quality customer service.
Leverage our technology platform and open saleable systems to deliver more products to
more customers and to control operating costs.
Maintain our current high standards for asset quality through disciplined credit risk
management.
Develop innovative products and services that attract our targeted customers and address
inefficiencies in the Indian financial sector.
Continue to develop products and services that reduce our cost of funds.
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FINANCIAL POSITION
Membership
35442
97932
Share money
16.57 crores
Reserve/Other funds
15.34 crores
Working Capital
365.63 crores
Deposits
299.27 crores
Advances
191.65 crores
Net Profit
5.47 crores
NPA
0.84%
CRAR
19.16%
SORT
SEIRI
S-2
SYSTEMATIZE
SEITON
S-3
SPIC-N-SPAN
SEIRO
S-4
STANDARDIZE
SEIKETSU
S-5
SUSTAIN
SHITSUKE
1. SORT:
It focuses on eliminating unnecessary items from the work place. It is excellent way to free up
valuable floor space. It segregates items as per require and wanted.
2. SYSTEMATIZE:
Systematize is focus on efficient and effective Storage method. That means it identify, organize
and arrange retrieval. It largely focus on good labeling and identification practices.
4. STANDERDIZE:
It focuses on simplification and standardization. It involves standard rules and policies. It
establish checklist to facilitate autonomous maintenance of workplace. It assigns responsibility
for doing various jobs and decides on Five S frequency.
14
5. SUSTAIN:
It focuses on defining a new status and standard of organized work place. Sustain means regular
training to maintain standards developed under S-4. It brings in self- discipline and commitment
towards workplace organization.
HUMAN RESOURCES
The Bank continued to focus on training its employees, both on-the-job as well as through
training programs conducted by internal and external faculty. The Bank has consistently
believed that broader employee ownership of its shares has a positive impact on its performance
and employee motivation. KCC Bank lists people as one of its stated core values. The Bank
believes in empowering its employees and constantly takes various measures to achieve this.
TECHNOLOGY
KCC Bank Ltd. operates in a highly automated environment in terms of information technology
and communication systems. All the bank's branches have online connectivity, which enables the
bank to offer speedy funds transfer facilities to its customers. Multi-branch access is also
provided to retail customers through the branch network and Automated Teller Machines
(ATMs). The Bank has made substantial efforts and investments in acquiring the best technology
available internationally, to build the infrastructure for a world class bank. The Bank's business is
supported by scalable and robust systems which ensure that our clients always get the finest
services we offer. The Bank has prioritized its engagement in technology and the internet as one
of its key goals and has already made significant progress in web-enabling its core businesses. In
each of its businesses, the Bank has succeeded in leveraging its market position, expertise and
technology to create a competitive advantage and build market share.
deliver more products to more customers and to control operating costs. Maintain current high
standards for asset quality through disciplined credit risk management. Develope innovative
products and services that attract the targeted customers and address inefficiencies in the Indian
financial sector. Continue to develop products and services that reduce banks cost of funds.
Focus on high earnings growth with low volatility.
PRODUCT SCOPE:
KCC Bank Ltd. offers a bunch of products and services to meet the every need of the people.
The company cares for both, individuals as well as corporate and small and medium enterprises.
For individuals, the company has a range accounts, investment, and pension scheme, different
types of loans and cards that assist the customers. The customers can choose the suitable one
from a range of products which will suit their life-stage and needs. For organizations the
company has a host of customized solutions that range from funded services, Non-funded
services, Value addition services, Mutual fund etc. These affordable plans apart from providing
long term value to the employees help in enhancing goodwill of the company. The products of
the company are categorized into various sections which are as follows:
Loans.
Cards.
Customer center.
No Frills Account
Current Account
Fixed Deposit
Sweep-in Account
17
Recurring Deposit
Demat Account
Safe Deposit Locker
B. Loans
Personal Loans
Home Loans
Express Loans
Mutual Funds
Insurance
Bonds
Financial Planning
Knowledge Centre
D. Forex Services
18
Trade Finance
Travelers Cheques
E. Payment Services
Net Safe
Prepaid Refill
Bill Pay
Direct Pay
Insta Alerts
Mobile Banking
ATM
Phone Banking
Branch Network
G. Cards
Funded Services
Internet Banking
Clearing Sub-Membership
Fund Transfer
ATM Tie-ups
Tax Collection
Financial Institutions
Mutual Funds
Stock Brokers
Insurance Companies
Payment Services
Net Safe
Bill Pay
Insta Pay
Direct Pay
Visa Money
Online Donation
Remittances
21
1. The biggest strength of Bank is Direct Banking channels. As Direct banking channels
saves time and money both as a customer does not need to go to bank for any kind of
transaction except cash withdrawal and cash deposits all other things are done sitting any
where in the world.
2. All services or products of KCC Bank are available through direct banking channels.
3. Free ATM, Net Banking, Mobile Banking, Phone Banking and 24 hours services.
4. Very easy to access and use.
5. A highly personalized services provided by the bank.
6. KCCs Direct Banking channels provide real time and accurate information.
WEAKNESS:
1. Unawareness about all Direct Banking Channels due to less advertisement.
2. Other private banks have started direct banking channels it may put some competition
to KCC Bank in near future.
3. Resistance to Change.
4. One should have the knowledge of the operations of the computers and of course the
Internet.
OPPURTUNITIES:
1. Centralized banking makes easy for KCC Bank to provide services to
customers.
2. Huge market of shareholders.
THREATS:
1. Vulnerable to reactive attack by competitors.
2. Attacks of web hackers.
3. Lack of infrastructure in rural areas could constrain investment.
4. High volume / low cost market are intensely competitive.
22
23
24
Customer satisfaction is quite a complex issue and there is a lot of debate and confusion about
what exactly is required and how to go about it. This study is an attempt to review the necessary
requirements, and discuss the steps that need to be taken in order to measure and track customer
satisfaction.
25
RESEARCH METHODOLOGY
Introduction and meaning
Research methodology is way to systematically solve the research problem.
The research methodology includes the various methods and techniques for
conducting a research. Dr. Salinger and Mr. Stephenson in the encyclopedia
of social sciences define research as the manipulation o things, concepts or
verify knowledge, whether that knowledge aids in construction of theory or in
the practice of an art
Research is an investigation or inquiry especially through search for new
facts in branch of knowledge:
market research specifies information.
Required to address these issues: designs the method for collecting
information: manage and implements the data collecting process analyses
the results and communicates the finding and their implications.
26
Personal Banker were with good background human being and through rigorous process of
recruitment but still not able to perform up to the expectation level of company, HR is not able to
sort out the problem why the performance is not coming even after giving the full marketing and
operational support. So there is need to study the customers perception and attitude towards the
various products and services provided by the bank.
RESEARCH: - It means search for facts, answers to questions and solutions to problems.
RESEARCH DESIGN:
Research design constitutes the blue print for the collection, measurement and analysis of data.
The present study seeks to identify the perception of consumers on KCC Bank in Dharamshala.
The research design is exploratory in nature. The research has been conducted on users within
Dharamshala. For the selection of the sample, convenient sampling method was adopted and an
attempt has been made to include all the age groups and gender within different occupation.
Type of Research
The present study will adopt the exploratory approach wherein, there is a need to gather large
amount of information before making a conclusion.
DEVELOPING THE RESEARCH PLAN:
The data for this research project has been collected through self Administration. Due to time
limitation and other constraints direct personal interview method is used. A structured
questionnaire was framed as it is less time consuming, generates specific and to the point
information, easier to tabulate and interpret. Moreover respondents prefer to give direct answers.
COLLECTION OF DATA:
1: SECONDARY DATA: It was collected from internal sources. The secondary data was
collected on the basis of organizational file, official records, news papers, magazines,
management books, preserved information in the companys database and website of the
company.
27
2: PRIMARY DATA: All the people from different profession were personally visited and
interviewed. They were the main source of Primary data. The method of collection of primary
data was direct personal interview through a structured questionnaire.
SAMPLING PLAN: Since it is not possible to study whole universe, it becomes necessary to
take sample from the universe to know about its characteristics.
Sampling Units: Different professionals, Chartered Accountants, Tax Consultants, Lawyers,
Business Man, Professionals and Students of Dharamshala.
SAMPLE SIZE: My sample size for this project was 50 respondents. Since it was not possible
to cover the whole universe in the available time period, it was necessary for me to take a sample
size of 50 respondents.
DATA COLLECTION INSTRUMENT DEVELOPMENT: The mode of collection of data
will be based on Survey Method and Field Activity. Primary data collection will base on personal
interview. I have prepared the questionnaire according to the necessity of the data to be collected.
LIMITATIONS OF THE STUDY
It is said, nothing is perfect and there would be few shortcoming in this project also. Sincere
efforts have been made to eliminate discrepancies as far as possible but few would have
remained due to limitation of the study.
Time seemed to be our most limited resource. To conduct a comprehensive research project in an
8 week period is very difficult.
The absence of appropriate funding limited the extent of our study. With additional financial
resources, the scope of our study could have been enlarged, resulting in a more representative
study.
28
Interview bias could not be avoided as in case of many surveys open ended questions involve the
use of probing techniques that increase interview bias. However, as our study did not use many
open ended questions, the extent of the bias was reduced.
It was not possible to understand thoroughly about the different marketing aspects of the
Financial Consultant within 45 days. As stipend, money was not given it was difficult to continue
the project work. All the work was limited in some limited areas of Dharamshala so the findings
should not be generalized. The area of research was Dharamshala and it was too vast an area to
cover within 45 days.
No. of Respondents
Percentage
Business
14
28
Profession
12
24
Service
18
36
Students
12
%age
40%
35%
30%
25%
20%
15%
10%
5%
0%
36%
28%
24%
%age
12%
Business
Profession
Service
Student
No. of Respondents
Percentage
KCC Bank
17
34
Others
33
66
%age
KCC Bank
34%
Other
66%
No. of Respondents
Percentage
Efficient service
24
48
Convenient location
14
28
31
Acquaintance
16
Others
%age
48%
50%
40%
30%
20%
10%
0%
28%
16%
8%
%age
From the survey we came to know that 48% people prefer services of the bank for
opening the account.
About 28% people open account in the bank for the convenient location.
26% people open account because of acquaintance with the bank officers
No. of Respondents
Percentage
Yes
No
Not Idea
12
21
17
24
42
34
32
%age
34%
YES
24%
NO
Not Idea
42%
No. of Respondents
24
21
5
Percentage
48
42
10
33
%AGE
48%
42%
50%
40%
%AGE
30%
10%
20%
10%
0%
LUCRATIVE
NOT LUCRATIVE
NO IDEA
Q.6.Are you aware that the KCC bank provides you free phone banking & net
banking services.
Category
Yes
No
No. of Respondents
32
18
Percentage
64
36
34
%AGE
36%
YES
NO
64%
Q.7. Are you aware of different terms and conditions which are very much
essential to maintain an account at KCC Bank?
Category
Yes
No
No. of Respondents
17
33
Percentage
34
66
35
%AGE
70%
60%
50%
%AGE
40%
66%
30%
20%
34%
10%
0%
YES
NO
34% respondents are familiar with different terms and conditions which are very much
essential to maintain account with the bank.
Category
No. of Respondents
Percentage
Yes
No
No Idea
34
11
5
68
22
10
36
%AGE
80%
68%
%AGE
60%
22%
40%
10%
20%
0%
YES
NO
NO IDEA
Q.9. Do you think that KCC bank provides innovative products and superior
services?
Category
No. of Respondents
Percentage
Yes
No
37
13
74
26
Sales
YES
26%
NO
74%
26% respondents believe that KCC bank does not provide innovative products and superior
services.
Q.10. If you get opportunity in future would you like to be attached with
KCC bank ?
Category
Yes
No
No. of Respondents
38
12
Percentage
76
24
Sales
24%
YES
NO
76%
38
RECOMMENDATION
Finally some recommendations for the company are as follows:-
39
To make people aware about the benefit of becoming a customer of KCC Bank, following
activities of advertisement should be done through
1. Print Media.
3. Stalls in Trade Fares
The bank should provide life time valid ATM card to all its customers.
Minimum balance for savings account should be reduced from Rs 5000 to Rs 1000, so
that people who are not financially strong enough can maintain their account properly.
Company should organize the program in the society, so that people will be aware about
the company and different products of the bank.
LIMITATIONS
Every work has its own limitation. Limitations are extent to which the process should not
exceed. Limitations of this project are:
Mindset of people may very depending upon their age, gender, income etc.
People mind set about the survey was obstacles in acquiring complete Respondents were
very busy in their schedule. So it was very time consuming for information & positive
interaction, them to answer all the questions properly.
40
ANNEXURES
1. QUESTIONNAIRE
Dear Sir/Madam,
Name:
State:
I am a student of Sri Sai University Palampur presently doing a project on Consumers
Perception on KCC Bank. I request you to kindly fill the questionnaire below and I
assure you that the data generated shall be kept confidential.
1. Your Age: ____________________
2.
Education Qualification.
Undergraduate
Graduate
Postgraduate
3. Marital Status
Married
Single
5. Occupation.
Business
Profession
41
Service
Student
<than 2 lack
Between 2 to 5 lack
Between 5 to 8 lack
>than 8 lack
KCC
Others
Efficient Service
Convinent location
Acquaintance
Others
9. What is your perception about different products and services offered by KCC Bank?
Lucrative
Not lucrative
No idea
yes
No
11. Are you aware of that KCC Bank provide you free phone banking & net banking services.
42
yes
No
12. Are you aware of different terms and conditions which are very much essential to maintain an
account at KCC Bank?
Yes
No
Yes
No
14. Do you think that KCC bank provides innovative products and superior services?
Yes
No
15. If you get opportunity in future would you like to be attached with KCC bank?
Yes
No
Date:
Signature
Thank You
43
BIBLIOGRAPHY
S.NO
1.
AUTHORS NAME:
PHILIP KOTLER
2.
V.S.RAMASWAMY
Marketing Management
(3rd Edition),
3.
C.R.KOTHARY
Research Methodology
(2nd Edition),
4.
S.P.KASANDE
Research methodology
(3rd Edition),
NEWS PAPERS:
Times of India
Financial Express
WEB REFERENCES
http:www.kccb.com/consumer perception_rshn.htm
http:www.mdkccb@sancharnet.in/profile/paper.htm
http:www.faculty.rsu.edu/history/mgtfayol.html
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