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1 INTRODUCTION
Presently in India, there are various investment schemes and opportunities are available
for an individual to his savings and he can choose the appropriate investment schemes, which
suit his needs. There are different types of opportunities provided by many financial institutions
like commercial and co-operative banks, India post, Life Insurance Corporation, public limited
companies etc.
Among all the above institutions, Post Office Savings Bank schemes play a vital role. It
provides numerous benefits to the investors. Post office saving bank is the largest savings
institution in the country. The role of Department of Post (DOP) has worked as the backbone of
the country’s communication and financial inclusion. But over a time, a role of DOP has changed
and it has grown to become one of the best avenues to channel investment from even the wealthy
investor and use them fruitfully in nation building activities. There are several types of POSB
schemes that cater to the differing needs of various classes of people in which they have an
option to invest with very small amount.
Tax saving features of those schemes attracts the higher income groups more than small
savers. Most of the Postal Investment is exempted from Income Tax under section 80C of the
Income Tax Act, 1961. The investment avenues provided by the post offices are generally
marketable as they are a saving media. The major instruments of post office schemes enjoy tax
benefits such as exemption of investment contribution or interest income from tax or both up to
certain limits.
. With a view to mobilizing savings of people with relatively small income and
circulating in them a spirit of thrift and savings, the central Government has endeavored to make
the National Savings Movement popular by offering high returns than those given by scheduled
banks. There are a number of attractive schemes, well designed to meet the individual
requirements of different investors.
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1.2 STATEMENT OF THE PROBLEM
This Study will help us to understand the consumer’s perception about post office savings
scheme in Kanichar Panchayat. This study will help the consumer‘s to select, organizes and
interprets the Quality of service and product of different savings schemes offered by post office.
The main purpose for this study finding the rural area development by the post office
saving schemes, The post office saving is widely known and adopted mechanism by a large
section of people in India. Its outreach has been continuously increasing both in terms of number
of accounts as well as number of branches especially in rural areas. Its strength lies in its
reputation as a government of India’s institutions and other multiple services with standardized
across India. This study helps to find their perception, attitude, saving pattern and the satisfaction
level towards post office savings.
1.5 METHODOLOGY
Sampling Unit:
This study has undertaken in kanichar panchayat of Kannur district of Kerala state which fall
under the kannur postal circle.
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Sample Size
The sample size set 30 postal customers as a respondent.
Period of Study
The study is from December 2016 to March 2017
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1.8 REVIEW OF LITERATURE
[NCAER Survey, ―Attitude towards and Motivation for Savings, New Delhi, 1964.]
Vinayagamoorthy and K.Senthilkumar (2012) 1 in their study titled “An analysis of Postal
Investment and Small Savings”, have shown that mobilization of domestic financial resource has
remained a major concern in many developing countries. Despite the variety of vehicles that are
intended to mobilize and allocate financial resources, only very few offer strategies for meeting
the needs of poor and lower income people. Savings are increasingly beings acknowledged as a
powerful tool for poverty reduction. Postal savings funds play a significant role in financing
public debt and in a number of countries, the funds are intermediated through a variety of policy
based financial institutions with developmental objectives, returning the funds to the direct
benefits of the community of savers. Savings is the excess of income over consumption
expenditure. Savings are meant to meet contingencies and raise standard of living of individual
savers.
Dr. Dhiraj Jain and Ms. Ruhika Kothari (2010)92 in their article “Investors’ attitude towards Post
Office Deposits Schemes” the study attempt to identify the awareness , preference, problems and
attitudes of investors‘ towards various deposit schemes offered by post office among 100
respondents of Udaipur district. The primary data is collected through structured questionnaire
and convenience sampling is used. Statistical tools like simple percentage, chi – square analysis,
standard deviation and mean were taken to find out the significance level. Thus from the study it
is found that majority of the respondents invest in post office deposits schemes for the purpose of
safety and security.
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[Dr. Dhiraj Jain and Ms. Ruhika Kothari, ―Investor’s attitude towards Post Office
Deposits Schemes‖ - Empirical Study in Udaipur district, Rajasthan, IJMT, July 2010,
Volume 2, Issue 7 ISSN: 2249-1058]
Karthikeyan (2001) has conducted research on Small Investors' Perception on Post Office Saving
Schemes and found that there was significant difference among the four age groups, in the level
of awareness for KisanVikas Patra (KVP), National Savings Schemes (NSS), and Deposit
Scheme for Retired Employees (DSRE), and the overall score confirmed that the level of
awareness among investors in the old age group was higher than in those of the young age group.
Majority (73.3 per cent) of investors of both semi-urban and urban areas were very much willing
to invest in small savings schemes in future.
[Karthikeyan, B., (2001), 'Small Investors' Perception on Post Office Small Savings
Schemes', unpublished thesis, Madras University, Tamilnadu, India.]
Gavini and Athma (1999) found that social considerations, tax benefits, and provision for old age
were the reasons cited for saving in urban areas, whereas to provide for old age was the main
reason in rural areas. Among the post office schemes, Indira VikasPatra(IVP), KVP and Post
Office Recurring Deposit Account (PORD) were the most popular.
[Gavini, Augustine, L., and PrashanthAthma, (1999), 'Small Saving Schemes of Post Office
Need to Be Known More', Southern Economist, 37(20), February 15, pp. 13-14]
The study by Mukhi (1989) has revealed that NSC has been one of the most popular tax savings
instruments in this country. He has stated that contractor and others who have to provide security
while bidding for contracts finds it extremely convenient to buy NSC and pledge these to the
appropriate authorities while earning 12 per cent per annum on the pledged securities. He also
stated that the major attraction of NSC is its simplicity. Even the average investor does not have
to scratch his head to understand the scheme.
[Mukhi, M.D., (1989), 'NSCs: A saving grace', Business World, 6-19 December, 1989, pp.
107- 120.]
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1.9 CHAPTER SCHEME
I. The first chapter is an introductory chapter in which the problem isstated along with the
objectives of the study, scope and importance, Methodology, limitations of the study, review of
literature and chapter scheme.
II. The second chapter is a literature framework on customer service and retentionand details
about post office.
IV. The last chapter gives the finding and conclusion of the study andvarious recommendations
for improving the satisfaction level of customers.
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2.1 CUSTOMER SERVICE
Customers are the key elements in all the modern Marketing concepts. Earlier, caveat
emptor (let the buyer beware) ruled a sales transaction, but now the satisfaction of customer is
more important. The seller of a product or the provider of a service finds out what his customer
needs and does his best to meet it. Selling (a product or service) has become a science of human
relations and an art of getting along with people so effectively that sales resistance may be
reduced to the minimum.
Definition of Customer;
An individual that maintains an account and /or has a cash certificate or has a
business relationship with the post office savings bank.
An individual on whose behalf the account is maintained(ie,beneficial owner)
The first step in gaining customers is to have a thorough understanding of the behavior of
the customers in the market. Consumer Behavior is the process whereby individuals decide what,
when, how and from whom to purchase goods and services (Walters and Paul). Consumer
behavior is very complex and dynamic and therefore the managements need to adjust with the
change, otherwise market may be lost.
The motives which induce an ultimate consumer or user to obtain a product or service are
known as buying motives. The seller must discover the customer’s primary motives (for they are
often unaware of these) and direct his appeal as effectively as possible.
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2.3 CUSTOMER RETENTION
As discussed earlier, acquiring new lot to its fold is definitely a difficult task in the
present competitive world. Equally challenging is the retention of the customers so acquired.
In simple terms, improved customer service is the basic fund for customer retention.
Service personnel are more important in all organizations but more so in an organization
involved in providing services. The behavior and attitude of the personnel providing the service
is an important influence on the customer’s overall perception of the service and he can rarely
distinguish between the actual service rendered and the human element involved in it.
Postal savings systems provide depositors who do not have access to banks a safe,
convenient method to save money and to promote saving among the poor. . Investment culture
refers to the attitudes, perceptions, and willingness of individuals, and institutions in placing their
savings in various financial assets, more popularly known as investments or Postal Savings.
In India, Post Office savings scheme provides a secure, risk free and attractive investment
option for the small investors and offers the savings products across its 155000 Post offices. The
post office savings bank in India was established by the British Colonizers. The Post Office
savings bank is the oldest and by far the largest banking system in the country, serving the
investment need of both urban and rural clientele. These services are offered as an agency service
for the Ministry of Finance, Government of India. The post office savings bank is included in the
union list side item No.39 of the seventh scheduled of the constitution of India. It provides
various schemes framed by the central government under the following acts: (i) Government
Savings Bank Act 1873 (ii) Government Savings Certificate Act 1959 (iii) Public provident fund
1968
The Indian Postal Service, with 155,333 post offices, is the most widely distributed post
office system in the world.
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2.5 POST OFFICE:
A facility in charge of sorting, processing, and delivering mail to recipients. Post offices are
usually regulated and funded by the central govt. post office also provide other services including
passport applications, box distribution, and other delivery services. Each post office is assigned a
specific jurisdiction and is responsible for the delivery and receipt of mail for individuals or
business within the jurisdiction
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The volume of investment of saving in physical assets determines the productivity and
generalization of income in that sector itself.
One of the allied services offered by the Department of Posts is the Post Office Savings Bank. It
is one of the largest and oldest banking service institutions in the country. The Department of
Posts operates the Post Office Savings Scheme function on behalf of the Ministry of Finance and
under this scheme more than 20.5crore savings account are serviced.
Definition: The Post Office Savings Account is the deposit scheme offered by the department of
post on which fixed interest is paid. The individual investors deposit a good portion of their
financial assets in a postal savings account in order to earn a fixed rate of interest on the
investments these accounts are operated and managed through the network of post offices across
the country.
Following are some of the saving schemes provided by the post office
9)Sukanya SamridhiYojana
A Post office savings account can be opened with a minimum of Rs. 20 and a further deposit into
the account may be as low as Rs. 5.
All such accounts will be opened after proper introduction of the depositor through an introducer
known to the Post Office who has an account (with cheque facility) in the same post office.
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Maximum ceiling of deposits in a single account is Rs.1, 00,000 and Rs.2, 00,000 for joint
accounts.
Cheque Book facility is available at all the Post Offices subject to a minimum balance of
Rs.250/- in the concerned account.
No commission is charged for realization of cheque anywhere in India if the cheque is presented
for deposit at any post office.
The rate of interest is 3.50% per annum in case of single and joint accounts.
The POS schemes find appeal among various sections of the society, as they enable regular and
long-term investments without risk. It also provides security of capital and interest and is best
suited for conservative investors.
1. Savings account
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Minor after attaining majority has to apply for conversion of the account in his name.
Deposits and withdrawals can be done through any electronic mode in CBS Post
offices.
Inter Post office transactions can be done between CBS post offices.
ATM/Debit Cards can be issued to Savings Account holders (having prescribed
minimum balance on the day of issue of card) of CBS Post offices.
Features Rates
Scheme specially designed for Government employees, Rate of interest
Businessmen and other salaried classes who are Income 8.0%.
Tax assesses. Maturity value of a
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Buy National Savings Certificates (NSCs) every month certificate of
for Five years – Re-invest on maturity and relax - On INR.100/- purchased
retirement it will fetch you monthly pension as the NSC on or after 1.4.2012
matures. shall be INR. 147.61
after 5 years.
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3. Kisan Vikas Patra
Features Rates
Amount Invested matures in 112 months. Kisan Vikas Patra(Available in
Rate of Interest 7.7%. denominations of
Rs.1000,5000.10000 and
Certificate can be purchased by an adult for
Rs.50000)
himself or on behalf of a minor or by two adults.
Minimum deposit- INR 1000
KVP can be purchased from any Departmental
Maximum Deposit- No Limit
Post office.
Facility of nomination is available.
Features Rates
A legal Guardian/Natural Guardian can open Rate of interest 8.5% Per
account in the name of Girl Child. Annum (w.e.f 1-10-
A guardian can open only one account in the name 2016), calculated on
of one girl child and maximum two accounts in the name of yearly basis, Yearly
two different Girl children. compounded.
Account can be opened up to age of 10 years only Minimum Deposit – INR
from the date of birth. Account can be closed after 1000 in a financial year
completion of 21 years.
Normal Premature closure will be allowed after Maximum Deposit - INR
completion of 18 years provided that girl is married 150000 in a financial year
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5. Time Deposit Scheme
Features Rates
the date of realization of cheque in Govt. account shall be From 1.10.2016, interest
date of opening of account. rates are as follows:
Nomination facility is available at the time of opening and Period Rate
Any number of accounts can be opened in any post office. 3 yr. A/c 7.3%
5 yr. A/c 7.8%
Account can be opened in the name of minor and a minor of Deposit Amounts are as
10 years and above age can open and operate the account.
follows:-
Joint account can be opened by two adults. Minimum Deposit - INR.
Single account can be converted into Joint and Vice Versa. 200/- and in multiples of
Minor after attaining majority has to apply for conversion of INR. 200/- thereafter
Features Rates
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Nomination facility is available at the time of opening and also the guardian)
after opening of account. Account can be transferred from one minimum amt for
post office to another. opening-INR 1000
The subscriber can open another account in the name of minors minimum deposit –
but subject to maximum investment limit by adding balance in INR 500 in a
all accounts. financial year
Maturity period is 15 years but the same can be extended within maximum deposit –
one year of maturity for further 5 years and so on. INR 150000 in a
Maturity value can be retained without extension and without financial year
further deposits also.
Features Rates
Account may be opened by individual. Interest can be drawn through auto
Account can be opened by cash/cheque credit into savings account standing at
and in case of cheque the date of same post office, through PDCs or
realization of cheque in Govt. account ECS./In case of MIS accounts
shall be date of opening of account. standing at CBS Post offices, monthly
interest can be credited into savings
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Nomination facility is available at the account standing at any CBS Post
time of opening and also after opening of offices.
account. Can be prematurely en-cashed after
Account can be transferred from one post one year but before 3 years at the
office to another. Any number of accounts discount of 2% of the deposit and
can be opened in any post office subject after 3 years at the discount of 1% of
to maximum investment limit by adding the deposit. (Discount means
balance in all accounts. deduction from the deposit.)
three adults. All joint account holders No bonus is payable on the deposits
have equal share in each joint account. made on or after 1.12.2011. From
Single account can be converted into 1.10.2016, interest rates are as
Joint and Vice Versa. follows:-7.70% per annum payable
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8. Senior Citizen Saving Scheme
Features Rates
An individual of the Age of 60 years or more may open From 1.10.2016, interest
the account. rates are as follows:-
An individual of the age of 55 years or more but less 8.5% per annum, payable from
than 60 years who has retired on superannuation or the date of deposit of 31st
under VRS can also open account subject to the March/30th Sept/31st December
condition that the account is opened within one month in the first instance & thereafter,
of receipt of retirement benefits and amount should not interest shall be payable on 31st
exceed the amount of retirement benefits. March, 30th June, 30th Sept and
Maturity period is 5 years. 31st December.
A depositor may operate more than one account in There shall be only one
deposit in the account in
individual capacity or jointly with spouse
multiple of INR.1000/-
(husband/wife).
maximum not exceeding INR
In case of cheque, the date of realization of cheque in
15 lakh.
Govt. account shall be date of opening of account.
Account can be opened by
Nomination facility is available at the time of opening
cash for the amount below
and also after opening of account.
INR 1 lakh and for INR 1
Account can be transferred from one post office to Lakh and above by cheque
another only.
Any number of accounts can be opened in any post Premature closure is allowed
office subject to maximum investment limit by adding after one year on deduction
balance in all accounts. of an amount equal to1.5% of
Joint account can be opened with spouse only and first the deposit & after 2 years
account standing at same post office, through PDCs or interest if the interest amount
is more than INR 10,000/-
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Money Order. p.a.
Features Rates
Account can be opened by cash/cheque and in case of From 1.10.2016, interest rates are
cheque the date of deposit shall be date of presentation of as follows:-
cheque. 7.3% per annum (quarterly
Account can be transferred from one post office to fetches INR 725.05. Can be
another. continued for another 5 years on
Any number of accounts can be opened in any post year to year basis.
of 10 years and above age can open and operate the month or any amount in multiples
account. of INR 5/-
Joint account can be opened by two adults. Maximum Deposit: No Limit
Subsequent deposit can be made up to 15th day of next If subsequent deposit is not made
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depositor has to first pay the defaulted monthly deposit with becomes discontinued and can be
default fee and then pay the current month deposit. This will revived in two months but if the
be applicable for both CBS and non CBS Post offices. same is not revived within this
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