A

Summer Internship Project Report

On

“New to Bank Acquisition: A Study to know the Customer’s Preference to Shift

Towards Green Banking Practices in HDFC Bank Ltd. Magob, Surat.”

at

HDFC BANK LIMITED

Submitted to

Institute Code: 750

S. R. LUTHRA INSTITUTE OF MANAGEMENT, SURAT

Under the Guidance of

Dr. Roshni Singh

(Assistant Professor)

In partial Fulfilment of the Requirement of the award of the

degree of
Master of Business Administration

Offered By

Gujarat Technological University

Ahmedabad

Prepared By

Mr. Yash Gandhi

ENROLLMENT NO: 187500592033

MBA (SEMESTER - III)

July, 2019
 PREFACE

The successful completion of this project was a unique experience for me because of visiting
different places and interacting with various people, I achieved a better understanding about
the project. The experience which I gained by doing this project was the turning point of my
carrier. This project is being submitted which contains a detail analysis of the research under
taken by me.

The research provides an opportunity to the student to devote their skills knowledge and
competencies required during the technical session.

I have undergone my summer training at HDFC Bank Ltd. It is one of the leading Bank in the
country. I feel great pleasure to present this report work after my training at HDFC Bank that
produced to be golden opportunity for me by enriching my knowledge by comparing my
theoretical knowledge with the managerial skill and application.

It was a great opportunity and memorable experience by interacting with people working
there. The respondents who provided their suggestions were quite cooperative and provided
valuable insights for this study.
 ACKNOWLEDGEMENT

I would like to thank Gujarat Technological University to include this summer training
project in the curriculum of M.B.A program that made us gain the practical knowledge in the
corporate business world.

At last, I thank our director Dr. J. M. Kapadia (Director, S. R. Luthra Institute of

Management) who participated in research process for their co-operation and passion and
encouraged me to carry out the project and try my best.

I am highly indebted to Mr. Vishal Joshi (Branch Head, HDFC Bank, Magob Branch)
and other staff members for their guidance and constant supervision as well as for
providing necessary information regarding the project and also for his support in completing
the project.

I am highly thankful to Dr. Roshni Singh (faculty guide, S. R. Luthra Institute of

Management) and all faculty member of my institute who extended their support and
guidance throughout the period of summer training. I am thankful to all my trainers during
this training helped me whatever little way could during period.

I would like to express my gratitude to all the Customers who took out time from their
Mobile Banking and their impacts.

I also feel to recognize the constructive feedback of my friend and moral support of my
family for without them this project would not have been possible. I am highly indebted for
their guidance and consultant supervision as well as for providing necessary information
regarding the project and also for their support in completing the project.

Finally, I would like to thank all my respondents for their time and cooperation.
 EXECUTIVE SUMMARY

Here a study entitles “A study to know the customer’s preference to shift towards green
banking practices in HDFC Bank Ltd. Magob, Surat. Research always starts with
question or any problem and finds answer of problem by using scientific method. Literature
review of past studies by different researchers done on this study area is also covered.

The First chapter deals with Introduction of the project wherein green banking is explained
along with its product and benefits.

The Second chapter of the report consists of the detailed description of the Banking sector. It
also consists the introductory part in which it covers the market scenario at global, national
and state level, PESTEL analysis which identified the factors like inflation, interest rates,
attitude and lifestyle, automation, changing laws and trends, corruption, political stability
current trends, and major players.

The Third chapter of the report describes HDFC Bank Ltd. Profile, its Organogram,
departments in Magob branch, SWOT analysis and its market position in terms of market
capitalisation rate.

The Fourth chapter consists of literature reviews enlightening the studies and researches
conducted on perception on green banking, customer’s preference towards green banking,
and their attitude and opinion for the same.

The Fifth chapter of the report describes the most vital element of the study i.e. research
methodology. Descriptive research design was used by the researcher to survey the
customers. Here researcher has selected a sample size of 180 customers. In this research non -
probability convenience sampling method has been used. The study uses various statistical
tools such as percentage, frequency, statistical test like friedman test, normality testing, and
reliability testing using SPSS 19 software

The Sixth chapter describes the data analysis. It was done using friedman test, normality
testing, reliability testing and descriptive statistics. It was concluded that mobile banking
services is most preferred by the customers of HDFC bank, Magob branch, Surat.
Availability of information by 24*7, online bill payments are the most motivating factor for
the customers to adopt green banking services. Limited scope of personal advice, lack of
confidence in using and no direct interaction with the staff restricts the customers to adopt
green banking services.

The Seventh chapter describes the finding to support the objectives of the study like the
perception of customers towards green banking services, factors which motivates customers
to use and factors which restrict customers to use green banking services.

The Eighth chapter describes the conclusion of the study in terms of industry scenario,
company scenario, data analysis.

Chapter Nine describes the recommendation given to HDFC bank on the basis of findings
obtained from the study.

The next portion consists of bibliography of various books, journals and web links. The last
section consists of annexure in English and Guajarati (language) questionnaire.
 TABLE OF CONTENT

Sr. Particulars Page

No. No.
1. Introduction to the Study 1-7

2. Industry Profile 8

2.1 Global level of industry 9

2.2 National level of industry 10-11
2.3 State level of industry 12
2.4 PESTEL 13-16
2.5 Current trends 17-19
2.6 Major Players 19
2.7 Michael porters model 20-21
3. Company Profile 22

3.1 Company Profile 23-26

3.2 Organogram of Bank 27
3.3 Department of Branch 28
3.4 SWOT 29
3.5 Market Position 30
3.6 7P’s of marketing 30-33
4. Review of Literature 34-43
5. Research Methodology 44
5.1 Problem Statement 45
5.2 Research Objective 45
5.3 Research Design 45
 Type of Design 45
 Sampling 45
 Sampling frame 45
 Data Collection 45
 Tools for Analysis 46
5.4 Benefits of the Study 47
5.5 Limitations of the Study 47

6. Data Analysis 47-65

7. Findings 66-67

8. Conclusion 68-69
9. Recommendation 70-71

Bibliography 72-73
References and citation 74-77
Annexure 1 & 2 78-81
 LIST OF FIGURES

Sr. Particulars Page

no no.

1. Benefits of green banking practices 5

2. Phases in banking sector 10

3. Organogram of HDFC Bank 27

4. Organisation structure of Magob branch, Surat 28

 LIST OF TABLES

Sr. no Particulars Page no.

1. Demographic profile 48
2. Reliability testing 49
3. Descriptive statistics- Q1 50
4. Descriptive statistics- Q2 51
5. Descriptive statistics- Q3 53
6. Normality testing 55
7. Friedman test-Ranks 56
8. Test statistics 56
9. Friedman test-Ranks 58
10. Test statistics 58
11. Friedman test-Ranks 60
12. Test statistics 60
13. KMO and Bartlett’s test 61
14. Communalities 62
15. Extraction sum of squares 63
loading

16. Rotated component matrix 64

 CHAPTER 1:
INTRODUCTION TO THE
STUDY
1.1 INTRODUCTION TO THE TOPIC

Banking means accepting the deposits from the customers for lending to the needy and
providing other facilities to the customers. After introduction of private sector banks the
banks have become a profit centre. The functions are changing and now banks are doing
insurance and mutual funds even but nationalised banks are still service oriented in extending
loans from education loan, and rural development activities.

A Bank is an organisation which lends money to the borrowers for a purposeful task and
provides a facility to deposit and withdraw money when needed and charge for it.

Among the first bank was the Bank of Hindustan, which was established in 1770. The largest
bank, and the oldest still in existence, is the State Bank of India (S.B.I). It has started working
as the Bank of Calcutta in 1806. In 1809, it was renamed as the Bank of Bengal. This was one
of the three banks founded by the government; the other two were the Bank of Bombay in
1840 and the Bank of Madras in 1843. These three banks were merged in 1921 to form the
Imperial Bank of India, which became the State Bank of India in 1955.

The beginning of 21st century brought tremendous changes in banking activities. Due to this
bank has shifted toward the adoption of innovative banking products. The use of ATM,
internet banking, online transfer, debit card and credit card became popular. Innovative
products are less costly to the bank as well as to the customer. Innovative banking has
different channel to provide service to the customer but the main source is internet which
create less cost to the customer which also saves the time and creates less pollution to the
environment.
1.2 GREEN BANKING PRODUCTS AND SERVICES.

1. Online Savings Account:-

Online savings account and mobile banking is the easiest way that you can do your part to
bank green and help the environment. Particularly in HDFC bank savings account can be
opened through smart account opening app which is preferable for both customers and the
bank. All these drastically reduce the amount of paper produced by your bank. Online
banking and mobile banking are also highly effective ways to keep track of your finances and
to avoid late payment fees.

2. Paperless Statement:-
Sending out bank statement by mail is a big waste of paper. Signing up for online banking at
most banks includes an option for customers to receive their statements electronically through
a secure log-in id and password. Particularly in HDFC bank customers can view their bank
statement anywhere and everywhere through net banking. Receiving statements electronically
also reduces the chance of identity theft.

3. Use Direct Deposit:-

Most employers will give employees the option to receive their pay cheque electronically.
Not only does this speed up the availability of your money and save you a trip to the bank, it
saves paper, lots of paper work etc. Direct deposit can be in terms of IMPS.

4. Online bill payments:

Paying bills online is something changes in lifestyle. Telephone bills, electricity bills, utility
bills, credit card payments and mortgage payments can all be paid electronically. In fact,
some online banking customers have thrown away their cheque books and completely
converted to online payments. Not only is the record keeping much easier, but massive
amounts of paper are saved.

5. Net banking:
Online banking is when customers perform most of their banking related functions without
visiting the bank, personally. To do so customers must possess an internet banking login ID
and password provided by the bank in which the individual customer has an account.
6. Credit and Debit Cards:
Credit card and debit card can be used while making the payment of various expenses
without caring the money. There are various different types of cards offered by the bank say
like regalia, Jet privilege HDFC bank dinners club, platinum times card, Bharat cash back
card, visa card, master card and so on.

7. Electronic fund transfer:

Electronic banking, also known as electronic fund transfer (EFT), uses computer and
electronic technology as a substitute for cheques and other paper transactions. EFTs is
initiated through devices like cards or codes that let you, or those you authorize, access your
account. Many financial institutions use ATM or debit cards and personal identification
numbers (PINs) for this purpose.

8. Mobile banking:
Mobile banking is a term used for performing balance checks, account transactions,
payments, credit applications etc via mobile device is mobile banking.

9. Green mortgages:
This facility helps the individual customer to get a lower interest rate green loan than market
rate, who is ready to purchase new energy efficient homes. This facility also allows them to
invest in energy efficient appliances.

10. Green home equity: loans

Reduced rate home equity loans sometimes referred to a second mortgages can help motivate
households to install residential renewable energy (Power or thermal), technologies.

11. Green car loans:-

With below market interest rate many green car loans encourage the purchaser of cars to
demonstrate high fuel efficiency.
1.3 BENEFITS OF GREEN BANKING PRACTICE
There are some of the benefits of green banking practice which is listed below in the diagram:

Benefits of Green Banking Practices

Environmental Benefits Benefits to the Customers Benefits to the Banks

Paperless Banking Time Effective Improve Bank image

Energy Effective Cost Effective Energy Effective

Fewer trips to the bank Convenient Cost Effective

Less use of Fuel Anytime Anywhere Better Customer Service

Reduce Traffic on the Easy to Operate Quick & Convenient

Roads
Increase Profits
Low Carbon Footprint Quick Access

Boundary less Network

Low Carbon Emission Incentives

Benefits to the Merchants & Traders

 Ensure assured quick payment and settlement to the various transactions

 Provide a variety of low cost services on par with the international standards
 Cost and risk problems of handling cash are avoided
 Lead to the growth of global and local clientele base
 Other benefits like improved image, improved customer service, eliminating paper work, reduced waiting
costs and enhanced flexibility etc.
Figure – 1 Benefits of green banking practices
Source- https://www.researchgate.net/publication/262635208_Green_Banking as on
30/06/2019
1.4 INTRODUCTION TO THE BANKING INDUSTRY

According to the Reserve Bank of India (RBI), India's financial division is decently promoted
and well-directed. The monetary and financial conditions in the nation are far better than
some other nation on the planet. Indian financial industry has as of late seen the development
in banking models like installments and little money banks. RBI's new measures may go far
in assistance in remaking of the residential financial area.

The advanced installments framework in India has developed the most among 25 nations
with India's Immediate Payment Service (IMPS) being the main framework at level 5 in the
Faster Payments Innovation Index (FPII).

 Market Size

The Indian financial framework comprises of 27 open part banks, 21 private segment banks,
49 outside banks, 56 provincial country banks, 1,562 urban helpful banks and 94,384 rustic
agreeable banks, notwithstanding agreeable credit establishments. In FY07-18, complete
loaning expanded at a Compound yearly development rate (CAGR) of 10.94 percent and all
out stores expanded at a CAGR of 11.66 percent. India's retail credit market is the fourth
biggest in the developing nations. It expanded to US$ 281 billion on December 2017 from
US$ 181 billion on December 2014.

 Government Initiatives
 As of September 2018, the Government of India has made the Pradhan Mantri Jan Dhan
Yojana (PMJDY) conspire an open finished plan and has additionally included more
motivators.
 The Government of India is intending to infuse Rs 42,000 crore (US$ 5.99 billion) in the
open part banks by March 2019 and will implant the following tranche of recapitalisation
by mid-December 2018.
 The Government of India is intending to present a two rate point markdown in the Goods
and Services Tax (GST) on business-to-customer (B2C) exchanges made by means of
advanced installments.
 A new entry named 'Udyami Mitra' has been propelled by the Small Industries
Development Bank of India (SIDBI) with the point of improving credit accessibility to
Micro, Small and Medium Enterprises' (MSMEs) in the nation.
 Road Ahead

Improved spending on framework, rapid execution of ventures and continuation of changes

are relied upon to give further impulsion to development. Every one of these components
propose that India's financial part is created for powerful development as the quickly
developing business would go to banks for their credit needs.

Additionally, the headways in innovation have brought the portable and web banking
administrations to the fore. The financial segment is laying more prominent accentuation on
giving improved administrations to their customers and furthermore updating their innovation
framework, so as to upgrade the client's general understanding just as give banks a focused
edge.

India's advanced loaning remained at US$ 75 billion in FY18 and is assessed to reach US$ 1
trillion by FY2023 driven by the five-crease increment in the computerized payment.
 CHAPTER: 2
INDUSTRY PROFILE
2.1 GLOBAL LEVEL SCENARIO OF BANKING INDUSTRY

UK based brand valuation organization has discharged the Brand Finance Global Ranking
500. This rundown gives a broad rundown of the considerable number of banks over the
world with the rankings dependent on their strategy. The technique is more toward brand
related and did not depend on market valuations alone.

Just HSBC and American Express got an AAA rating. The AAA (triple A) score is the most
elevated rating any bank or an organization can get. It demonstrates the organization's credit
value which is practically synonymous to work with that organization or anticipating the
future business. Not many organizations accomplish that rating. The most astounding rating
an Indian bank got in the rundown is AA for State Bank of India.

HSBC, Bank of America and Wells Fargo beat the rundown. The top Indian bank in the
rundown is State Bank of India positioned at 69. It is positioned at 60 of every 2008 on the
grounds that the valuation was accomplished for the gathering of all the State Banks.
Valuation for 2009 is accomplished for SBI alone.

The following bank in the rundown is ICICI Bank which is the biggest private area
moneylender. ICICI bank has seen a stage decrease in its rankings. It was positioned 64 out
of 2008 and now it is positioned 104.

Canara bank and Oriental bank of business made their first passage into the rundown showing
the developing nearness of Indian banks in the worldwide situation.
2.2 NATIONAL LEVEL SCENARIO OF BANKING INDUSTRY

The banking sector was developed during the British era. British East India Company
established three banks,

 Bank of Bengal – 1809

 Bank of Bombay – 1840
 Bank of Madras – 1843

These three banks were later amalgamated and called as Imperial Bank, which was taken
over by SBI in 1955. The Reserve Bank of India was established in 1935, followed by the
Punjab National Bank, Bank of India, Canara Bank and Indian Bank. They have been the
bleed in the History of Banking in India. In 1969, 14 major banks were nationalized and in
1980, 6 major private sector banks were taken over by the government. Indian banking
system, over the years, has gone through various phases. For ease of study and understanding,
it can be broken into four phases: -

Figure: 2 Phases in banking sector

Source: https://www.ukessays.com/essays/banking/history-of-banking-sector.php as on
30/06/2019

 Early Phase: During the first phase, the growth was very slow and banks experienced
periodic failures during the Early Phase between. There were approximately 1100 banks,
mostly small which failed in the early phase.

 Pre Nationalisation Phase: Breakthrough happened in this phase, was Reserve Bank of
India. Reserve Bank of India (RBI) was created with the central task of maintaining
monetary stability in India. This phase of Indian banking was hectic and was a phase of
restructuring, regulation. However, despite these provisions, control and regulations,
 banks in India except the State Bank of India, continued to be owned and operated by
private person

 Post Nationalisation Phase: This phase of Indian banking is not so happening for entry
of new banks. Undoubtedly, it was a phase of expansion, consolidation and increment in
many ways. The banking sector grew at a phenomenal rate, fruits of nationalization were
evident, and the common man believes banks with great trust.

 Modern Phase: This is the phase of “New Generation” tech-savvy banks. This phase can
be called as “The Reforms Phase”. Currently, banking in India is generally fairly mature
in terms of supply, product range and can even reach in rural areas of India, but still it
remains a challenge for the private sector and foreign banks.
2.3 STATE LEVEL SCENARIO OF BANKING INDUSTRY

With its outstanding venture conduct and enterprising soul, Gujarat today is at the domain of
industrialization. In this situation, GCCI Finance Banking board has been figured to work in
two indispensable components of monetary development in particular Finance and Banking.
The two fluctuated subjects have been joined together with the goal that amalgamate
methodology can be produced for settling issues of both the subjects.

The advisory group centres around making mindfulness in regards to different instruments
and changes in the money related area basic for development and advancement of exchange
and industry in Gujarat. Further, the advisory group has been established to make important
portrayals/proposals to RBI, State Government, Central Government and Related Authorities
relating to monetary issues which are turning into an expense to organizations and different
other financial arrangements.

Flush with assets after demonetisation of high-category cash notes in November 2016-2017,
the Urban Cooperative Banks (UCBs) in Gujarat are fighting with lower acknowledge store
proportion when contrasted with their private and open segment peers in the State. These
banks are taking a stab at most recent innovation in banking.

The credit-store proportion for the UCBs in Gujarat have declined from 59.6 percent in
financial 2015-16, to 53.1 percent in 2016-17 after a wonderful 26 percent development in
stores from ₹40,183 crore in monetary 2015-16 to ₹50,715 crore in financial 2016-17, a
report by the Gujarat Urban Cooperative Banks Federation (GUCBF) noted.

Against the store development of 26 percent, UCBs had detailed advances development of 12
percent from ₹23,980 crore in monetary 2015-16 to ₹26,954 crore in 2016-17. UCBs in
Gujarat have more than 1 crore investors, which has developed at 11 percent over a year ago.
Then again, the quantity of borrowers declined from 6.04 lakh in 2015-16 to 5.71 lakh in
2016-17. The UCBs have individuals as their borrowers, who contribute a specific portion of
their credit add up to the offer capital of the bank and become an investor of the UCB. These
UCBs give advances to assortment of purposes including individual credit, instruction,
vehicle just as home advances. The decrease in number of borrowers, as indicated by
specialists, is an impermanent marvel and will be defeated in the staying half of the financial.
2.4 PESTEL ANALYSIS OF BANKING SECTOR

 Political factors
Government and RBI arrangements influence the financial division. Now and then
investigating the political bit of leeway of a specific gathering, the Government
announces a few measures to their advantages like of momentary agrarian credits, to pull
in the rancher's votes. By doing as such the benefits of the banks get influenced. Now and
again government chooses different administrator of the bank. Different approaches are
encircled by the RBI taking a gander at the current circumstance of the nation for better
command over the banks. This incorporates debasement among ideological groups, or
explicit authoritative laws, for example, work laws, exchange limitations, taxes, and
political dependability.
 Government Stability: From past multiple times of general decisions of lok Sabha in
India there is a stable government(BJP) which helps bank in balancing out their strategies
and structure.
 Tax Policies: With the ramifications of GST in banking industry there are sure
advantages and issues looked by banks and NBFC's. Under GST, a few Banks/NBFCs
would need to acquire a different enlistment for each state where they work. Before
ramifications of GST a citizen is announce by a solitary mediating expert on an issue
included. Under GST diverse arbitrating specialist may take an alternate view on a similar
issue.
 Laws, corruption and level of administration: Banks likewise regularly go about as
watchmen to recognize different sorts of offenses – for example, tax evasion and tax
avoidance – are followed through banks procedures identifying with realize your client
checks and suspicious exchanges announcing, and different things. Banks and their work
force are in this manner particularly helpless against misrepresentation and debasement
on potential enemy of tax evasion offenses. A worldwide case of this is the U-turn
exchanges attempted by Standard Chartered Bank for steering assets into Iran.

 Economic factors
The financial business and the economy are tied. How salary streams, regardless of
whether the economy is succeeding or scarcely making due during times of retreat,
influences how much capital banks can get to. Ways of managing money, and the
purposes for them, influence when clients acquire or spend assets at banks. Also, when
 swelling rises, the bank encounters the counterblast. Expansion influences money and its
worth and causes flimsiness. Remote speculators reconsider before giving their assets
when a specific nation's cash worth is high.
 Exchange rates
Likewise influence banks all inclusive — stable monetary standards, for example, the US
dollar sway different monetary standards, ways of managing money, and swelling rates in
different nations. Additionally the Union spending influences the financial part to support
the economy by giving certain concessions or offices. On the off chance that in the
Budget investment funds are supported, at that point more stores will be pulled in towards
the banks and thusly they can loan more cash to the agrarian area and mechanical part,
subsequently, blasting the economy. On the off chance that as far as possible is loose, at
that point more FDI are gotten India through financial channels.
 Current monetary development: The present development rate of banking industry is
8.5% every year which demonstrates the development of economy. The present
commitment of banking industry is 7.7% of Indian GDP.
 Interest rates and expansion: Every individual bank has their diverse financing costs.
Financing cost in India found the middle value of 6.66 percent from 2000 until 2019,
achieving an untouched high of 14.50 percent in August 2000 and has recorded low loan
cost of 4.25 percent in April of 2009.
There are even other certain elements, for example, changes in monetary condition,
business cycle and levels of pay dissemination.

 Socio-social variables
Culture impacts, for example, purchasing practices and necessities, it influence how
individuals see and use banking choices. Individuals go to banks for counsel and help for
advances identified with business, home, and scholastics. Purchasers look for information
from bank employees with respect to sparing records, bank related Visas, ventures, and
then some. Buyers want a consistent financial encounter. What's more, innovation is
creating to enable purchasers to purchase items simpler, without needing help legitimately
from banks.
 Attitude and lifestyle: with the changing pattern in the economy the financial business
has additionally advanced change to digitalisation. Demeanour of clients is changing from
conventional banking to web banking. Other than frame of mind and way of life there are
 sure factors like development of populace, social press and open disposition, socio social
changes and so forth.

 Technological factors
Innovative condition assumes a significant job in bank's interior control. The utilization of
ATM and Internet banking has permitted 'whenever, anyplace banking offices. Money
bookkeeping machines makes the activity simpler and self-administration counters are
currently supported. Charge card office has empowered a time of cashless society. Today
MasterCard and Visa card are the two most prominent cards utilized world over. The
banks have now begun issuing smartcards or check cards to be utilized for making
installments. These are additionally called as electronic handbag. A portion of the banks
have likewise begun home banking through media transmission offices and PC
innovation by utilizing terminals introduced at clients home and they can cause the parity
request, to get the announcement of records, give guidelines for reserve moves, and so
forth. Today banks are likewise utilizing SMS and Internet as real apparatus of
advancements and giving extraordinary utility to its clients. For instance SMS works
through straightforward instant messages sent from your versatile. The messages are then
perceived by the bank to give you the required data. All these innovative changes have
constrained the financiers embrace client based methodology rather than item based
methodology.
 Technology transfer: The most recent improvements in innovation like PC and media
transmission have elevated the investors to change the idea of branch banking to anyplace
banking.
 Emerging technology: Banks have now begun issuing smartcards or platinum cards to be
utilized for making installments. These are likewise called as electronic handbag. A
portion of the banks have likewise begun home banking through media transmission
offices and PC innovation by utilizing terminals introduced at clients home and they can
cause the equalization request, to get the announcement of records, give guidelines for
store moves, and so on.
 Environmental Factors
With the utilization of innovation especially with portable banking applications, the
utilization for paper is being diminished. Moreover, the need to drive straight forwardly
to a branch to deal with undertakings is limited too. Numerous issues are taken
consideration through portable applications and web based financial administrations.
Buyers can apply for MasterCard’s on the web, purchase checks on the web, and have a
significant number of their financial inquiries addressed on the web or by telephone.
Along these lines, lessening individual natural impressions.
 Usage of green items: Green items fuse new advances, ventures, money related items
and administrations that consider the earth, vitality proficiency, decrease of poison
outflows, reusing and so forth. A standout amongst the best case of a green card is HSBC
Visa Card. Each time a buy is made, 0.1% is moved to the "HSBC Green Roof for
Schools" program.

 Legal Factors
The financial business pursues exacting laws in regards to security, customer laws, and
exchange structures to affirm systems inside the business. Such structures are required for
clients in the allotted nation and for global clients.
 Discrimination Law: Discrimination law of Indian financial industry is shaped by
Reserve Bank of India (RBI). Banks charges diverse financing costs to the clients having
comparable profiles. Frequently, banks offer lower financing costs, particularly on home
credits, to new clients, while old clients keep on paying high rates.
 Consumer Law: Consumer incorporates an individual who profits or contracts an
administration for thought. Consequently any individual who claims a record in bank or
takes an administration structure bank can document objections under this represent
"lack" or with respect to out of line rehearses by the banks.
2.5 CURRENT TRENDS IN BANKING INDUSTRY

 Digitization:

With the rapid growth of digital technology, it became important for banking and financial
services in India to cope up with the change and innovative digital solution for the tech-savvy
customers. Besides the financial institutions, insurance, healthcare, retail, trade, and
commerce are some of the major industries that are experiencing the enormous digital shift.
To stay competitive, it is necessary for the banking and financial industry to take the step
forward towards digitalisation.

Modern trends in banking system make it easier, simpler, paperless, signature less and
branchless with various features like IMPS (Immediate Payment Service), RTGS (Real Time
Gross Settlement), NEFT (National Electronic Funds Transfer), internet Banking and mobile
banking. Digitization has created the comfort of “anywhere and anytime banking.” It has
resulted in the reduced cost of various banking procedures, improved revenue generation, and
reduced human error. Along with increased customer satisfaction, it has enabled the
customers creating personalized solutions for their investment plans and makes their overall
banking experience better.

Mobile banking is one of the most dominant current trends in banking systems. As per the
definition, it is the use of a smart phone to perform various banking procedures like checking
account balance, fund transfer, and bill payments, without the need of visiting the branch
Mobile banking future trends at the acquisition of internet of things (IOT) and Voice-Enabled
Payment Services to become the reality of tomorrow.

 UPI (Unified Payments Interface):

UPI or Unified Payments Interface has changed the way payments are made. It is a real-time
payment system that enables instant inter-bank transactions with the use of a mobile platform.
In India, this payment system is considered as the future of retail banking. It is one of the
fastest and most secure payment gateways that is developed by National Payments
Corporation of India and regulated by the Reserve Bank of India. In the year 2016 this
revolutionary transactions system came. This system makes funds transfer available 24 hours,
365 days unlike other internet banking systems. There are approximately 39 apps and more
than 50 banks supporting the transaction system. In the post-demonetization India, this
system played a significant role. In the future, with the help of UPI, banking is expected to
become more “open.”

 Electronic Funds Transfer (EFT)

Electronic Funds Transfer (EFT) is a system whereby anyone who wants to make payment to
another person or company etc can approach his bank and make cash payment or give
instructions or authorization to transfer funds directly from his own account to the bank
account of the receiver/beneficiary. Complete details such as the receiver's name, bank
account number, account type (savings or current account), bank name, city, branch name etc.
should be furnished to the bank at the time of requesting for such transfers so that the amount
reaches the beneficiaries' account correctly and faster. RBI is the service provider of EFT.

 Automatic Teller Machine (ATM)

Automatic Teller Machine is the most popular device in India, which enables the customers
to withdraw their money 24 hours a day 7 days a week. It is a device that allows customer
who has an ATM card to perform routine banking transactions without interacting with a
human teller. In addition to cash withdrawal, ATMs can be used for payment of utility bills,
funds transfer between accounts, deposit of cash into accounts, balance enquiry etc.

 Point of Sale Terminal

Point of Sale Terminal is a computer terminal that is linked online to the computerized
customer information files in a bank. Magnetically encoded plastic transaction card that
identifies the customer to the computer. During a transaction, the customer's account is
debited and the retailer's account is credited by the computer for the amount of purchase.

 Tele Banking

Tele Banking facilitates the customer to do entire non-cash related banking on telephone.
Under this devise Automatic Voice Recorder is used for simpler queries and transactions. For
complicated queries and transactions, manned phone terminals are used.
 Electronic Data Interchange (EDI)

Electronic Data Interchange is the electronic exchange of business documents like purchase
order, invoices, shipping notices, receiving advices etc. in a standard, computer processed,
universally accepted format between trading partners. EDI can also be used to transmit
financial information and payments in electronic form.

2.6 MAJOR PLAYERS

Major players in banking industry as per market capitalisation are as under:

LIST OF BANKS MARKET CAPITALISATION

(IN INR CRORES)

HDFC 261226.94
STATE BANK OF INDIA (SBI) 216128.73
ICICI 184547.26
AXIS 134685.68
KOTAK 109631.60
INDUSIND 50100.41
BANK OF BARODA (BOB) 38601.08
YES BANK 35169.20
PUNJAB NATIONAL BANK (PNB) 30312.73
CANARA 18630.10
2.7 MICHAEL PORTER’S FIVE FORCE MODEL

Figure 3: Michael Porter’s model

Source: https://sites.google.com/site/bankingindustryandtheinternet/home/5-forces as on
30/06/2019

 Threat of New Entrants:

Despite the regulatory and capital requirements of starting a new bank, an average of 215
new banks opened each year according to the FDIC. However, due to mergers and bank
failures the average number of total banks decreases by roughly 253 a year. A core reason for
this is, what is probably, the biggest barrier of entry for the banking industry is TRUST.
Because the industry deals with other people's money and financial information new banks
find it difficult to start up. Due to the nature of the industry people are more willing to place
their trust in big name, well known, majors banks who they consider to be trustworthy.
Ultimately the barriers to entry are relatively low for the banking industry. While it is nearly
impossible for new banks to enter the industry offering the trust and full range of services as
a major bank, it is fairly easy to open up a smaller bank operating on the regional level.

 Power of Suppliers:

Capital is the primary resource on any bank and there are four major suppliers
1. Customer deposits. 2. Mortgages and loans. 3. Mortgage securities. 4. Loans from other
financial institutions. By utilizing these four major suppliers, the bank can be sure that they
have the necessary resources required to serve their customer’s borrowing needs while
maintaining enough capital to meet withdrawal expectations.
The power of the suppliers is largely based on the market, their power is often considered to
fluctuate between medium to high.

 Power of Buyers:

The individual doesn't pose much of a threat to the banking industry, but one major factor
affecting the power of buyers is relatively high switching costs. If a person has one bank that
services their banking needs, mortgage, savings, checking, etc, it can be a huge hassle for that
person to switch to another bank. To try and convince customers to switch to their bank they
will often times lower the price of switching, though most people still prefer to stick with
their current bank. The internet has greatly increased the power of the consumer in the
banking industry. The internet has greatly increased the ease and reduced the cost for
consumers to compare the prices of opening/holding accounts as well as the rates offered at
various banks.

 Availability of Substitutes:

Some of the banking industry's largest threats of substitution are not from rival banks but
from non-financial competitors. The industry does not suffer any real threat of substitutes as
far as deposits or withdrawals are concern. However insurances, mutual funds, and fixed
income securities are some of the many banking services that are also offered by non-banking
companies. There is also the threat of payment method substitutes and loans are relatively
high for the industry.

 Competitive Rivalry:

The banking competition is often a race to determine which bank can offer both the best and
fastest services, but has caused banks to experience a lower ROA (Return on Assets). Major
Banks tend to prefer to acquire or merge with other banks than to spend money marketing
and advertising.

Summary and Implication:

Threat of new entrant is low as HDFC Bank is the global brand and a leader in the market.
Threat of substitutes is high because there are other non financial institutions who charges
low interest rates on loans and other services. Threat of buyer is high because if services are
not delivered according to their customers need than they might switch to other bank. Threat
of supplier is low because RBI serves all the need of their customers and in same way HDFC
Bank does.
 CHAPTER: 3
COMPANY PROFILE
3.1 COMPANY PROFILE

 BACKGROUND OF HDFC BANK

The Housing Development Finance Corporation Limited (HDFC) was amongst the first to
receive an ‘in principle’ approval from the Reserve Bank of India (RBI) to set up a bank in
the private sector, as part of RBI’s liberalisation of the Indian Banking Industry in 1994. The
bank was incorporated in August 1994 in the name of 'HDFC Bank Limited', with its regis-
tered office in Mumbai, India. HDFC Bank commenced operations as a Scheduled Commer-
cial Bank in January 1995.

 FOCUS OF HDFC BANK

HDFC Bank’s mission is to be a World Class Indian Bank. The objective is to build sound
customer franchises across distinct businesses so as to be the preferred provider of banking
services for target retail and wholesale customer segments, and to achieve healthy growth in
profitability, consistent with the bank’s risk appetite. The bank is committed to maintain the
highest level of ethical standards, professional integrity, corporate governance and regulatory
compliance. HDFC Bank’s business philosophy is based on five core values: Operational
Excellence, Customer Focus, Product Leadership, People and Sustainability.

 AMALGAMATION OF TIMES BANK AND CENTURION BANK OF PUNJAB

WITH HDFC BANK

On May 23, 2008, the amalgamation of Centurion Bank of Punjab with HDFC Bank was
formally approved by Reserve Bank of India to complete the statutory and regulatory
approval process. As per the scheme of amalgamation, shareholders of CBOP received 1
share of HDFC Bank for every 29 shares of CBOP.
The amalgamation added significant value to HDFC Bank in terms of increased branch
network, geographic reach, and customer base, and a bigger pool of skilled manpower.

In a milestone transaction in the Indian banking industry, Times Bank Limited (another new
private sector bank promoted by Bennett, Coleman & Co. / Times Group) was merged with
 HDFC Bank Ltd., effective February 26, 2000. This was the first merger of two private banks
in the New Generation Private Sector Banks.

 DISTRIBUTION NETWORK OF HDFC BANK

HDFC Bank has its headquarters in Mumbai. As of March 31, 2019, the Bank’s distribution
network was at 5,103 branches in 2,748 cities. All branches are linked on an online real-time
basis. Customers across India are also serviced through multiple delivery channels such as
Phone Banking, Net Banking, Mobile Banking and SMS based banking. The Bank’s
expansion plans is to develop branches in all major industrial and commercial centres, where
its corporate customers are located, as well as the need to build a strong retail customer base
for both deposits and loan products. Being a clearing / settlement bank to various leading
stock exchanges, the Bank has branches in centres where the NSE / BSE have a strong and
active member base.

The Bank also has a network of 11,766 ATMs across India. HDFC Bank’s ATM network can
be accessed by all domestic and international Visa / MasterCard, Visa Electron / Maestro,
Plus / Cirrus and American Express Credit / Charge cardholders.

 TECHNOLOGY

HDFC’s all branches has high degree of automation and online systems connected with
Internet which enables fast and less costly transactions. It has another new technology which
is called “HDFC net banking app” for customer to use net banking. For core banking it has
“Flexcube” and for passing internal message through E-mails within bank to employees
“lotus.” Software is used.

 BUSINESS PROFILE
HDFC bank has three types of banking business.

 Wholesale Banking
Wholesale banking is meant to describe the financial practice of lending and borrowing
between two large institutions. HDFC’s main target market is large cap manufacturing
companies and small and midsized corporate are secondary target market. HDFC provides
transactional services, working capital finance, cash management, trade services, etc. to these
 customers It is perceived as a main supplier of money administration and transactional
banking solutions for corporate clients, shared assets, stock trade individuals and banks.

 Treasury
Inside this business, the bank has three primary item regions - Foreign Exchange and
Derivatives, Local Currency Money Market and Debt Securities, and Equities. These are fine
valuing on different treasury items are given through the bank's Treasury group. To conform
to statutory save prerequisites, the bank is required to hold 25% of its stores in government
securities. The Treasury business is in charge of dealing with the profits and market hazard
on this speculation portfolio.

 Retail Banking
The goal of the Retail Bank is to give its objective market clients a full scope of money
related items and managing an account administrations, giving the client a one-stop window
for all his/her keeping banking prerequisites. The items are supported by world-class
administration and conveyed to clients through the developing branch organize, and in
addition through elective conveyance channels like ATMs, Phone Banking, Net Banking and
Mobile Banking.

HDFC Bank Preferred program for high total assets people, HDFC Bank Plus and Investment
Advisory Services programs have been outlined remembering needs of clients who look for
particular budgetary arrangements, information and guidance on different investment
avenues. The Bank likewise has a wide exhibit of retail credit items including Auto Loans,
Loans against attractive securities, Personal Loans and Loans for Two-wheelers. It is
additionally a main supplier of Depository Participant (DP) services for retail clients, giving
clients the office to hold their interests in electronic shape.

HDFC Bank was the principal bank in India to dispatch an International Debit Card in
relationship with (VISA Electron) and MasterCard also. The Bank propelled its credit card
business in late 2001. By March 2015, the bank had an aggregate card base (charge and
Visas) of more than 25 million. Bank has also issue EMPOS machine and GPRS machine.
The Bank is likewise one of the main players in the "merchant acquiring" business with more
than 2,35,000 Point-of-offer (POS) terminals for credit/debit acknowledgment at dealer
foundations. The Bank is all around situated as a pioneer in different net based B2C openings
including an extensive variety of web managed Internet banking services like Fixed Deposits,
Loans, Bill Payments, and so forth.
3.2 ORGANOGRAM OF HDFC BANK

Hierarchy chart of HDFC Bank is as under:

Managing Director
Mr. Aditya Puri

Country Head Retail Banking

Mr. Arvind Vohra

Regional Business Head

Mr. Pinal Shah

Zonal Head
Mr. Vishal Das

Cluster Head Gujarat Region

Mr. Chetan Trivedi

Branch Manager (Magob Branch)

Mr. Vishal Joshi

Figure 4: Organogram of HDFC Bank Ltd.

Source: Compiled by the researcher

3.3 ORGANISATION STRUCTURE OF MAGOB BRANCH

Hierarchy chart of HDFC Bank Magob branch is as shown below:

Branch Head
Mr.Vishal Joshi

Personal Banker Authoriser

Mr. Maulik Kathrotia

Personal Banker
Mr. Rakesh Patel

Teller Authoriser
Mr. Jino Jose

Figure 5: Organisation structure of Magob branch, Surat

Source: Compiled by the researcher

3.4 SWOT ANALYSIS OF HDFC BANK

Following are the strengths, weakness, opportunities and threats of HDFC Bank.

1. HDFC is one of the leading new age private sector

banks.
2. HDFC bank has over 5,103 branches across 2,748
cities and over 12,260 ATM’s across 2,657 cities.
3.Huge employee base more than 98,061 employees
4.HDFC has large collaborations with corporate for
STRENGTH employee salary account
5. Acquisition has boosted the operations of bank.
6. HDFC has been responsible for various CSR
activities and has also been recognized with awards.

1. Rural penetration is low as compared to other banks.

2. Competition from public sector and private sector
WEAKNESS means limited market share growth.

1. Mobile banking, internet banking can be a huge

boom for HDFC business.
2. Venturing into more rural areas can be done.
OPPOTUNITIES 3. Providing more complex products for increasing the
demand in the industry.

1. Increase in competition can adversely affect the

bank.
2. New banking licenses and regulations can impact
operations.
THREATS 3. Competition from NBFC’s (Non-banking financial
companies) like insurance companies & mutual fund
companies can affect the business of Banks.
3.5 MARKET POSITION

Over all the other banks, HDFC Bank is having highest market capitalisation rate of
261226.94 cr. Over 90% of net revenue of HDFC Bank is generated from customer segment.
Share price of HDFC Bank Ltd. as on 25-6-2019 was 2422 rupees.

3.6 7P’S OF MARKETING IN HDFC BANK

 PRODUCT

Savings Account

Whether you are a student, homemaker, business man, salaried employee or a senior citizen,
an HDFC Bank offers Savings Account. It is just you need to manage your money more
efficiently and effectively. Minimum balance required in savings account is 10,000 Rs.
Monthly 2lkhs to 3lkhs rupees transaction can be done. It is necessary to link customers
KYC. There are even different types of savings account as normal savings account, savings
max account and women’s savings account.

Savings max account is opened for Indian HUF group. Minimum balance requirement for
max account is Rs 25,000. Free platinum card is provided along with it. There are even no
charges for ATM service. Following are the USP’s of HDFC bank for savings max account:
1. Insurance benefit is provided upto Rs 1.29 crore 2. Accidental hospital covers of 1 lakh
rupees. 3. Accidental death insurance of 10Lakhs and 50% discount on locker facility.

Current Account

A current account can be opened by business owners and professionals who deal with a
number of transactions on a daily basis. Current account is designed for businessmen and
self-employed professionals to conduct their business transactions efficiently. Current
accounts include free cash deposits and free cash withdrawals at home location with a
specified limit of Rs. 2 lakhs. Minimum balance requirement is 25,000.
Demat

Demat is short for de-materialization of shares. In short, Demat is a process where at the
customer’s request the physical stock is converted into electronic entries in the depository
system. In January 1998 SEBI (Securities and Exchange Board of India) initiated DEMAT
ACCOUNT System to regulate and to improve stock investing. As on date, to trade on shares
it has become compulsory to have a share Demat account and all trades take place through
Demat.

Cards

Credit card is nothing but a very small card containing a means of identification, such as a
signature and a small photo. It authorizes the holder to change goods or services to his
account, on which he is billed. The bank receives the bills from the merchants and pays on
behalf of the card holder. These bills are assembled in the bank and the amount is paid to the
bank by the card holder totally or by instalments. The bank charges the customer a small
amount for these services.

Debit Cards quickly debit or subtract money from one’s savings account, or if one were
taking out cash. Every time a person uses the card, the merchant who in turn can get the
money transferred to his account from the bank of the buyers, by debiting an exact amount of
purchase from the card.

Forex card

Forex card is a prepaid travel card that a person can load foreign currency of their own
choice. It is the easiest way to carry foreign currency and pay for expenses on your overseas
trips. Forex Card can be used just like a Credit or Debit Card to pay for the expenses in a
local currency abroad. HDFC Bank has a wide range of Forex Cards, or ForexPlus Cards that
cater to different needs. Forex Cards are considered one of the safest ways to carry money on
your international travels. It’s the cheapest way of carrying and paying in foreign currency
internationally. It is safer than cash.

Insurance and Investments

HDFC provides different types of insurance like life insurance, health insurance, motor
insurance, home insurance, student insurance, two wheeler and cyber safe insurance. HDFC
provides insurance schemes such as National pension scheme, Public Provident Fund (PPF)
Atal Pension Yojana, Sukanya Samriddhi Account.

Loans are also a part of product. Loans like personal loan, car loan, home loan, business loan,
education loan, Easy EMI, car loans etc.

 PRICE

HDFC enjoys maximum market capital in terms of shares in India. The price of share of
HDFC Bank ltd. on 25-6-2019 was 2422 rupees. The interest rate on home loan of HDFC
Bank is 8.60%, whereas interest rate of car loan is 9.25%.The interest rate on fixed deposit is
7.50% for investment upto 1 crore and for senior citizens is 0.5% more than general.

 PLACE

Till 31st April 2019, HDFC has 5013 branches in India and more than 12,000 ATM.
Nowadays from a physical place bank is transforming to a digital platform. Online banking,
net banking, mobile banking, watch banking etc are the places where customers can directly
deal with the bank without going to the physical store.

 PROMOTION

HDFC bank promotes them by doing corporate social responsibility (CSR) activity, financial
literacy, livelihood, Education etc. HDFC also promotes themselves by placing hoardings,
posters by advertising in magazines, through personal selling, through campaigning
programmes etc. Promotion activity also takes place through corporate bodies, mutual funds,
financial institutions etc.

 PEOPLE

HDFC Bank gives strong importance to its people i.e. their customers and employees.
Through its multi demographic culture it is clearly visible that HDFC believes in diversity
and inclusion. In India it has spread its offices geographically in every state, to spread
awareness to the maximum number of people. With the help of advanced technology, HDFC
bank employees will be highly satisfied and they will always get competitive edge over
others. Even customers will get more satisfaction by doing online activities which saves their
time.

 PHYISCAL EVIDENCE:

HDFC provides best in house facilities with up to date infrastructure and global environment
in all its offices. The complete setup helps the employees to experience the best work
environment so that they perform as per the organization’s expectations. Physical evidence in
a particular branch includes notice board, employees, cash counter, waiting seat etc.

 PROCESS

HDFC bank has several business processes like account opening through smart account
opening app, net banking facility etc. Through the various social activities and best practices
HDFC maintains a good relation with its customers and investors, which in turn avoids a bad
‘word of mouth’. All these help the organisation to grow in long term and motivate its
employees to continue being loyal to it and give their best till their account exist. The
customers are also successfully retained and new ones are attracted.
 CHAPTER: 4

LITERATURE REVIEW
Tiwari et al. (2006) led consider on "Portable Banking as Business Strategy: Impact of
Mobile Technologies on Customer Behaviour and Its Implications for Banks". This looks at
the open doors for banks to create incomes by offering esteem included, imaginative portable
money related administrations while holding and notwithstanding expanding their base of
innovation insightful clients. The review results have exhibited outright that versatile banking
has created a striking rebound. Though most banks and for sure numerous specialists trusted
Mobile Banking to be dead after the dotcom blasted, banks are seeing themselves
progressively compelled to draft versatile administrations in their item portfolios.

Gbadeyan and Akinyosoye (2011) directed research on "Client’s Preference for E –

Banking Services: A Case Study of Selected Banks in Sierra Leone". This paper inspects, if
client's selection of banks is impacted by the nature of e–banking administrations gave.
Stratified inspecting strategy was utilized; while the review Instrument was an organized
Questionnaire including open finished and Likert sort of inquiries. Complete 360 reactions
acquired. Stratified inspecting was utilized in the direct of the examination contemplate. The
factual procedures utilized for the investigation were the Chi–Square and relationship. The
paper presumed that e – banking has turned out to be significant wonder in the financial
business and it will proceed as more advancement and developments are made in data
innovation.

Sangle et al. (2011) has led an examination on client relationship when they utilize portable
financial administrations and distinguish factors that can be utilized for improving versatile
client relationship the executives (portable CRM) benefits in banking. The paper investigates
the basic factors by the utilization of exploratory factor examination. The investigation test
comprises of 272 respondents; with a usable reaction rate of 68 percent. The exact
discoveries uncover that apparent utility worth is viewed as the most significant factor for
versatile CRM administrations. Different elements which developed were usability, setting,
similarity, cost, hazard, and individual inventiveness.

Corporate expect a critical activity in framing the economy of the country. Kumar and
Vijaya (2012) had inspected the green monetary practices in bank and endeavoured to bring
care among the overall public. Measures can be taken by banking corporate, (for instance,
non utilization of paper and more usage of electronic banking) to diminish resource use and
update care among customers. RBI changed the allowing game plan, with this banks are
giving charming budgetary things, contributing centred organization, world class working
condition with creatively arranged work and energetic decision making(Ex:- HSBC).
Advancement was introduced in a dynamic manner both at back-office and front office level
and 98 percent of Public Sector Bank workplaces are today totally development based. Green
banking can benefit nature either by decreasing the carbon impression of purchasers or banks.
On-line banking is an instance of a movement of Green Banking. This examination paper
endeavours to find the best methodologies Green through "Green Banking System".

Mathivanan and Kavitha (2015) directed research on "A Study on Consumer Perception
towards E-Banking Services of ICICI Bank". The goal of the investigation was to know the
customer observation in regards to e-banking administrations given by ICICI Bank and to
recognize the issues associated with e-banking exchanges. The exploration configuration
utilized in this investigation was engaging examination. Helpful inspecting technique was
embraced to gather essential information. The information was gathered through well-
organized survey. Weighted Average score are determined from the five point likert scale.
The example size of the bank clients was 50. The information dissected by utilizing rate
strategy, Chi square technique and other factual devices. Information was displayed as tables.
It demonstrated that a, predetermined number of Cash store machines and dread about the
security, pseudo messages from the unapproved individual to the clients asking OTP(One
time secret word) and improper area of ATM and absence of learning about the security are
the issues looked by the respondents.

Green banking is a progressive idea in banking industry in 2002. Dhamija and Sahni (2015)
discovered the impression of clients towards green financial office. This idea came into
picture for maintainable condition which won't just effect the earth, yet additionally, to the
economy. This incorporates advancing natural agreeable financial administrations. The
exploration work incorporates the circumstances and logical results connection between the
impressions of the clients towards the use of Green banking. In this way, we are utilizing the
exploratory research. We have shaped the poll and were filled by 50 test size. Green financial
alludes to the financial business directed in such territories and in such a way that helps the
general decrease of outer carbon outflow and inward carbon impression.

Ganesan and Bhuvneswari (2015) have assessed the consciousness of green financial
exercises for the bank. To diminish outside carbon discharge and lessen a worldwide
temperature alteration, banks should fund green practices and contamination decreasing
ventures. Banking is never viewed as a contaminating industry, the present size of banking
activities have impressively expanded the carbon impression of banks because of their
monstrous utilization of vitality. The examination is led to assess the consciousness of green
banking, and level of green financial idea spread among the clients.

Insan and Kumari (2015) conducted research on “Customer’s Perception towards Internet
Banking: a Study of Sirsa City”. The objective of this study was to recognise the customer’s
perception towards Internet banking and to analyze their satisfaction level due to Internet
banking. This study involved collecting of secondary as well as primary data. Primary data
was collected by the way of questionnaire. The survey was conducted among 100 Internet
banking customers of Sirsa City. Percentages and frequencies have been applied to analysis
the data. Charts have also been prepared to depict the data. The analysis studied that greater
part of the Customers in the Sirsa was using the internet banking services like checking
balance, apply for consumer loan and credit cards online. People are also aware and satisfied
with the internet banking services provided by their banks. The most important factor behind
using internet banking is that it is more convenient and easy to use.

Pitchaimani & Banu (2015) “A Study on Customer Satisfaction and Perception towards
Mobile Banking Services in Srirangam, Trichippalli”. For this study descriptive research was
selected. Structured questionnaire is used and it consists of dichotomous questions and
multiple choice questions. The study concluded that E-banking can improve a bank’s
efficiency and competitiveness, so that existing and potential customers can benefit from a
greater degree of convenience in effecting transactions. This increased level of convenience
offered by the bank, when combined with new services, can expand the bank’s target
customers beyond those in traditional markets.

Usage of the data innovation in e-banking diminishes the time interim between the bank and
the client. Parisa (2015) has completed an examination on “variables influencing client's
acknowledgment of web banking dependent on their trust”. It additionally yields a decrease
in bank administration offering expenses and cash moves. In this way, it expands the
challenge among banks and the nature of administrations, and at last changes the bank
structure and streamlines the financial business. The motivation behind the present research is
to separate the successful factors on the e-banking acknowledgment dependent on the client's
underlying trust. In the wake of contemplating the observational models and past explores,
and separating the lists from different research papers toward the present research reason,
these variables were grouped into a few general classes, to be specific the apparent comfort,
saw productivity, saw security, propensity to trust and the bank acclaim and notoriety. The
reasonability and dependability of the poll were affirmed utilizing the formal legitimacy and
the Cronbach's Alpha coefficient, separately. The created survey thinks about an example
contained 610 clients of Tehran city banks. Utilizing the clear and inferential factual
strategies in the LISREL programming condition and applying the corroborative and usable
investigating tests, the basic conditions demonstrated that there is a significant connection
between the pre-referenced factors on the e-banking acknowledgment dependent on the
underlying trust. The discoveries of the present research show that the apparent gainfulness
has the most noteworthy impact on the e-banking acknowledgment dependent on the clients'
underlying trust.

Green banking is as yet a noteworthy issue and can play a significant job for the improvement
of India. Vijai and Natarajan (2015) had directed an exploration on observation and frame
of mind towards green banking. Despite the fact that the Indian banks have recognize the
requirement for greening their exercises, they are running behind their partners that of created
economies. The present investigation centres its principle regard for answer what in-house
green financial practices are trailed by the select business banks. In this unique situation, the
specialists have made an endeavour to investigate the impression of workers towards in-
house green financial exercises of the business banks in Cuddalore area. By receiving multi-
arrange examining 175 workers were chosen. The impression of the representatives have
been examined utilizing factual t-test, The consequences of the investigation uncover that
there is no huge relationship among the acknowledgment levels of the respondents of various
sexual orientations, age gatherings, instructive status gatherings, month to month pay
gatherings, residency of experience, work environment, bank has a place with, and kind of
bank towards in-house green exercises of the select business banks. Security and protection
issues, specialized issues, absence of framework, absence of coordination among partners,
absence of mindfulness and limit building, higher working costs, notoriety chance,
broadening issues - constraining and confining the business, newborn child nature of green
idea and liquidity issue are the issues expressed by the bank representatives in respects green
banking.

Girish (2016) has led an exploration on assessment of partner on green financial practices in
broad daylight and private banks. Developing urbanization, over utilization of non-renewable
energy sources, overabundance carbon emanation and the repeating consummation to crush
the timberland for everyday use are driving us to the perilous of a dangerous atmospheric
devotion. So this is vital time, to live with green and battle for green. We need to roll out
subjective improvements into our way of life in which our age adult into a contamination free
condition. Here the significance of Green banking emerges. As per Clark Schultz "Green
financial methods advancing ecological well disposed practices and diminishing your carbon
impression from your financial exercises". This examination goes for looking at the
recognition and attention to customers and workers with respect to green banking in different
open and private segment banks in Kerala.

Agyeman et al. (2016) conducted a research on "A Comparative Study between the
Traditional Banking and Mobile Phone Banking". During the examination it is been seen that
the vast majority of the banks and system administrators are occupied with the cell phone
banking and is increasingly helpful as far as time and getting to of monies from the outlet.
The respondents were unsure about getting to their monies when the system administrator's
framework is down.

Shaif Ali garg (2016) directed research on "Digitization – A Study with Reference to
Customer Satisfaction towards E-Banking". Target of the investigation was to look at the
impact of administrations among the clients and to think about the level of fulfilment of the
clients. The exploration configuration utilized in this examination is expressive.
Advantageous testing technique is embraced to gather essential information. The measurable
methods utilized for the investigation is ANOVA. From the examination, plainly the clients
are increasingly happy with the administrations and offices given by the banks.

Larsson et al. (2017) has conducted a research on building customer loyalty on digital
banking. The purpose of this paper is to study the perceptions among representatives from
various established major Swedish banks in how they experienced the digitalisation process
and its impact on customer relations. Data were gathered through a series of semi-structured
in-depth interviews with managers representing from different banks with intense insight in
the banks digitalisation process and its effects on customer relations/satisfaction and
digitalisation. The results showed that half of the respondents experienced the same area
posing the greatest challenge. This was rooted in the perceived insecurity around what the
bank assumed to know about its customers’ proficiency and experiences, and what the
customers appeared to actually know.

Nirmala et al. (2017) Government of India encourages people to move towards Cashless
Economy. This can be achieved by use of Debit, Credit cards, electronic payment gateway
systems such as National electronic funds transfer (NEFT) and Real time gross settlement
(RTGS) etc. in India. Also increase in Internet, mobile banking, new channels like websites,
social media and mobile App provides new way for consumers to access financial
transactions. The study of this paper is to find role of E-Banking services in Digital India.
The objectives of study are to identify Drivers of Digital Banking Transformation,
contribution of Indian banks towards Digital India, facilities provided by Indian banks to
make India cashless, Key barriers of Digital payment and to identify Threat for Indian bank.
Technology has become a tool that facilitates banks’ organizational structures, business
strategies, customer services and related functions. Digitalization changes face of branch
banking.

Banking division however doesn’t assume an immediate job in the natural corruption they
also are in path contributing for the ecological issues in a roundabout way. Raj and Rajan
(2017) found the client observation towards green banking in SBI. The financial exercises all
in all are ecological cordial and don't influence the earth because of their inward tasks by
causing contamination or by disposing of dangerous waste. Anyway banks give advances to
the ventures and different firms who thusly carryout the business so that influences the earth.
This article contemplates the Green financial activities taken by the biggest open area bank in
India (State Bank of India) and the mindfulness and view of its clients towards such
activities. Since SBI is the principal open division bank to present Green Banking Products, it
is picked for this examination. This investigation will help SBI to think about their client's
observation about the Green financial activities taken up by it. The investigation will likewise
realize the fulfilment level of the clients on Green Banking Products presented by SBI.

Shampa and Jobaid (2017) had led an examination on components impacting client's desire
towards green financial practices in Bangladesh. Green banking considered as reasonable
financial practices and has made ceaseless buzz among banks and budgetary establishments
which are reliably looking for a thorough structure to continue in unpleasant natural changes.
The article lives on tending to the variables affecting client's desires towards green financial
practices from the viewpoint of banking industry in Bangladesh. Complete 246 examples
have been settled from target populace utilizing straightforward irregular testing. The
overview has utilized five (5) point Likert scale and 23 measurements are recognized which
are outlined into five factors by utilizing factor investigation. After examination, it has been
discovered that data accessibility and client needs, soul of morals and high return reserve
funds, vitality productivity, item benefits just as incorporation and personalization-these
elements are in charge of affecting client's desires towards green financial practices in
Bangladesh.

This paper goes for considering the elements influencing green financial practices in Vietnam
and the job of green banking in manageable improvement of the Vietnamese economy.
Thanh and Phuong (2017) had completed an examination through exploratory investigation
on components influencing green financial practices in Vietnamese bank. An enormous scale
study directed with 32 banks and budgetary associations in Vietnam to get 329 reactions in
the period from May to July 2016 gives proof to the examination. By utilizing EFA
investigation and the relapse model, we locate that understanding the meanings of green
banking, the present exercises of green banking, the favorable circumstances in creating
green banking, and the engaged parts have positive associations with the ability of
Vietnamese banks to receive green financial practices, though the hindrances have negative
associations with the readiness to use green financial administrations among Vietnamese
banks. From the exploration discoveries, we recommend a few answers for not just upgrade
the comprehension of the significance of green banking in financial advancement yet
additionally improve the eagerness to pursue green financial practices among Vietnam's
financial foundations.

Deka (2018) arranged a report on green financial practices and attempted to establish out the
clients point of view on the utilization and reception of the green financial office. The earth
and environmental change are the most confounded issues the world is confronting today. In
any case, the most significant issue the people looking during the present days is ecological
debasement. They are embracing an assortment of green financial practices with the goal that
they can make little commitment towards the earth. Green practices of banks are the
endeavours of the financial part to keep the earth clean and to limit the nursery impacts. This
paper examines about client's points of view on the selection and use of different green
financial practices presented by the banks in the province of Assam in India. It is seen that
green financial practices have positive effect on nature since appropriation these practices by
the clients may results sparing of vitality, fuel, paper, water, time just as cash. This
examination finishes up with the explanation that "green financial practices are not just
reasonable; they are currently getting to be fundamental".

Green banking is all about going beyond to make the world a better place without any
considerable damage. Dhamayanthi and Teresa (2018) have worked on factors determing
the adoption of green banking amongst commercial banks in Malaysia. It reflects all the
social and environmental factors and is named as ethical banking. The principal objective of
green Banking is to guarantee the use of the resources of an administration in kindness of the
environment and society. This research will get compassionate regarding the factors
influencing the adoption of green banking in commercial banks in Malaysia. Additionally,
this research will concentrate on variables such as the environmental interest, stakeholder
pressure, policy guideline, economic factor and loan demand. The results show that all
predicted factors are significant to the adoption of green banking.

Rakesh et al. (2018) has conducted a research on cashless economy i.e. making payment
without cash. The paper is about UPI and the growth of cashless economy in India. The aim
of the study is to examine the cashless economy and its performance in India. November
2016 was a period Indians would never be able to forget for the bold decision taken by the
government to demonetize the Indian currency in particular the 500 and 1000 rupee notes. Its
impact was far-reaching and every citizen was universally involved in the transition. The step
was necessary in the government’s efforts to push India into a digital economy. There is a
deliberate shift to cashless economy focusing on minimum use of paper currency and more
dependency on electronic transactions. This could happen only with widespread acceptance
of credit cards, debit cards, net banking, e-wallets by the people of India. But, it was the UPI
which proved to be the major game changer. It is evident that the usage of digital transactions
has picked up and it is only a matter of time before most of the transactions happen
electronically. This hopefully will also increase the transparency in economy.

Zunzunegui and Fernando (2018) studied the advantages and challenges of digital
payments. Big banks are transformed into platforms that share clients without losing control
of the business. We are facing an open banking that combines finance and technology
offering safety in a digital environment. These changes involve important regulatory
challenges. The model of the European Union becomes a universal reference. It forces Banks
to share customer data with technology firms. It prioritizes giving clients the power over their
data with the security offered by the access through APIs. It gets right by combining financial
regulation with data protection. It encourages innovation in a regulated framework. The
objective is to bring innovation with the safety and stability of the financial system.
Going green has become a massive trend within the global banking industry. Herath (2019)
conducted a survey on customer satisfaction on green banking. The concept of green banking
has motivated banking industry to introduce paperless, technology driven services while
minimizing environmental impact and to perform their role as a corporate citizen on
sustainable development. It is important for banks to understand the demand side of green
initiatives since the ultimate success or failures of such investments are influenced by
perceived satisfaction of the end-user i.e. the customer. Purpose of this study is to propose a
conceptual model which perfectly depicts features of green banking initiatives and their
relationship with overall customer satisfaction on green banking. Security and Trust Features,
Convenience and Ease of use Features , Value Creation Features and Environmental and
Social concern features of green banking initiatives have been incorporated into the model as
independent variables. Overall customer satisfaction on green banking is supposed to be
influenced by these variables.
 CHAPTER: 5

RESEARCH

METHODOLOGY
5.1 PROBLEM STATEMENT

Green banking itself indicates promoting environmental friendly banking practices and
reducing carbon food print banking activities. It is a form of banking which ensures less
utilization of natural resources and optimal reduction of wastage of paper/carbon food print.
Green banking practices are also labelled as ethical banking or sustainable banking. The
study aims to convince the customer to use green banking services and it is also important to
know why they would prefer to use green banking services and also to find what the reasons
of not preferring green banking services.

5.2 RESEARCH OBJECTIVES OF THE STUDY

 To study the consumer’s perception towards green banking services provided by HDFC
bank, Magob branch, Surat.
 To study factors affecting the reasons for adoption and rejection of green banking
practices, Magob branch, Surat.

5.3 RESEARCH DESIGN

 Type of Design

In this study researcher has used descriptive research design. The descriptive research
portrays accurately the characteristics of a particular individual, demographic profile of
customer’s. In short description of characteristics of customers.

 Sampling

In this study researcher has used non probabilistic convenience sampling.

 Sampling frame

Responses were taken from the customers of HDFC bank, Magob branch who visited the
branch.

 Data collection tool

Both Primary and secondary data are used by the researcher for this study. The present study
is a descriptive one based on the sample survey method. The study basically depends on
primary data. The required primary data have been collected by means of structured
Questionnaire i.e. of 180 respondents in Magob branch to elicit responses. To clarify certain
concepts of the study, secondary data have been collected from published reports of the
HDFC Bank Ltd., reports of the public sector banks, standard text books and reputed
journals.

 Tools for Analysis:

Data analysis is the process of cleansing, inspecting, modelling data with the goal of
discovering useful information, transforming, suggesting conclusions and supporting the
decision making.

Here the researcher has used SPSS 19 version for analysis. Various presentation techniques
that were used are:

 Descriptive statistics:

It was to describe the demographic variables and other variables like preference towards
green banking, factors motivating and restrict customers to use green banking services.

 Reliability testing:

The reliability test was done in order to determine the internal consistency of the items in a
scale and its level.

 Normality testing:

Normality testing is done to determine whether the data is normally distributed or not. So as
to decide that whether parametric or non-parametric test shall be applied. In this report data is
not normally distributed hence the researcher has use no parametric test.

 Friedman test:

Friedman test is used to determine the difference between the groups of variables. It was used
to test for the preference of customers towards green banking services of HDFC Bank, and to
test the factors which motivates and restrict the customers in using green banking services.
 Factor analysis:

Factor analysis was done to reduce many individual items into fewer number of dimensions
and also to simplify the data. It was used to analyse the factor which motivates the customers
to use green banking services.

5.4 BENEFITS OF THE STUDY:

It would be of significant benefit to HDFC Bank in Surat in managing their exposure to

Customers. This research would make contribution by providing bank marketers with an
understanding of the various factors which motivates and restrict customers in using green
banking services and will help in making marketing strategies and activities towards
attracting customers.

5.5 LIMITATIONS OF THE STUDY

 Few of the literature mention that the results of Friedman test can directly be interpreted
through its median rank if statistically significant. However, few literatures said that
Friedman test is an omnibus test and hence requires post hoc test to be conducted.
However in this study post hoc test has not been conducted. This forms the future scope
of study
 As there are limited responses i.e. 180 collected by researcher due to time constraints it
becomes difficult to generalise the result for the large population.
 CHAPTER: 6
DATA ANALYSIS
6.1 DEMOGRAPHIC PROFILE

Demographic profile of the respondents is as under:

Particulars Demographics Frequency Percentage

Age 18-29 49 27.2%
30-45 91 50.6%
46-60 36 20%
60 & above 4 2.2%
Total 100 100%
Gender Male 123 68.3%
Female 57 31.7%
Transgender 0 0%
Total 100 100%
Occupation Student 19 10.6%
Salaried 70 38.9%
Businessman/Self 49 27.2%
employed
Housewife 24 13.3%
Professionals 14 7.8%
Retired 4 2.2%
Total 100 100%
Educational Less than graduation 70 38.9%
Qualification Graduation 67 37.2%
Post graduation 29 16.1%
Professional 14 7.8%
Total 100 100%
Table: 1
6.2 RELIABILITY TESTING

The inter-item reliability was tested for all the 37 items captured on the Likert-scale, using
Cronbach’s Alpha. The results are represented underneath:

Cronbach's Alpha Number of Items

.804 37
Table: 2

Interpretation:
Cronbach’s alpha is 0.804 which is more than 0.06 which is indicating a high level of internal
consistency.

Summary and Managerial Implications:

The closer Cronbach’s alpha coefficient is to 1.0 the greater the internal consistency of the
items in the scale. George and Mallery (2003) provided a rule of thumb according to which
alpha value >0.8 is good.

For the instrument in this study, the Cronbach’s Alpha coefficient was .804, which according
to George and Mallery (2003) rule of thumb depicted good internal consistency of the items
in the scale.
 6.3 DESCRIPTIVE STATISTICS

1. If you prefer green banking service, which of the following service you would prefer to
take through green banking?

Highly Preferred Somewhat Less Not at all Majority

Services Preferred Preferred Preferred Preferred
(5) (4) (3) (2) (1)
Green savings 22.2% 50% 17.2% 5% 10% Positive
account (72.2%)
Green deposits 23.9% 37.8% 27.2% 10.6% 0.6% Positive
(61.7%)
Online bill 40% 31.7% 15% 10% 3.3% Positive
payments (71.7%)
Net banking 48.3% 22.2% 15% 10% 4.4% Positive
(70.5%)
Mobile banking 46.7% 33.3% 10% 7.2% 2.8% Positive
(80%)
Electronic fund 28.9% 32.8% 18.3% 11.1% 8.9% Positive
transfer (61.7%)
Green Home 4.4% 6.7% 21.1% 43.3% 24.4% Negative
loan (67.7%)
Green car loan 1.1% 5% 12.8% 31.1% 50% Negative
(81.1%)
Green 3.3% 13.3% 46.7% 23.3% 13.3% Negative
credit/debit card (36.6%)
Green insurance 0% 0.6% 11.1% 48.3% 40% Negative
(80.3%)
Green mortgage 0.6% 1.7% 11.7% 21.7% 64.4% Negative
(86.1%)
Table: 3

Interpretation:

Majority of the customers prefer green banking services because of services like green
savings account (72.2%), green deposits (61.7%), online bill payment (71.7%), net banking
(70.5%), mobile banking (80%), electronic fund transfer (61.7%).

Majority of customers do not prefer to services such as green home loan (67.7%), green car
loan (81.1%), green credit/debit card (36.6%), green insurance (80.3%), green mortgage
(86.1%) through green banking.
 2. Please rate the following factors which motivates you to adopt green banking services.

Particulars Strongly Agree Neither Disagree Strongly Majority

Agree (4) agree nor (2) Disagree
(5) disagree (1)
(3)
Less Time 31.7% 55.6% 6.7% 3.3% 2.8% Positive
Consuming (87.3%)
Cost saving 28.9% 47.8% 16.7% 6.1% 0.6% Positive
(76.7%)
Reduce Bank visits 41.1% 40.6% 12.8% 5.6% 0% Positive
(81.7%)
Easy to Use 32.2% 42.2% 16.7% 7.8% 1.1% Positive
(74.4%)
Access through 46.7% 37.2% 13.3% 2.8% 0% Positive
Internet (83.9%)
Anytime(electricity 52.2% 29.4% 10% 3.9% 4.4% Positive
, gas) Bill Payment (81.6%)
Mobile Banking 52.8% 27.8% 12.2% 3.3% 3.9% Positive
(80.6%)
Paperless 42.2% 29.4% 19.4% 8.9% 0% Positive
Transaction (71.6%)
Speedy Transaction 44.4% 43.3% 8.3% 3.9% 0% Positive
(87.7%)
E-statements 31.7% 40.6% 21.7% 2.8% 3.3% Positive
(72.3%)
Brings Eco- 14.4% 37.2% 42.8% 4.4% 1.1% Moderate
friendly (80%)
Environment
Lower 8.9% 42.2% 38.3% 8.9% 1.7% Moderate
Maintenance Fees (80.5%)
Lower Transaction 11.7% 33.9% 42.2% 10% 2.2% Moderate
Cost (76.1%)
24*7 Information 51.7% 31.7% 10% 3.9% 2.8% Positive
Available (83.4%)
Security 15% 24.4% 35% 21.7% 3.9% Moderate
(59.4%)
Maintaining 8.3% 36.1% 44.4% 10% 1.1% Moderate
Honesty (80.5%)
Does not require 6.1% 21.1% 38.3% 28.3% 6.1% Negative
much knowledge (66.6%)
Table: 4

Interpretation:

Majority of the customers were positively motivated to adopt green banking because it is less
time consuming (87.3%), and is cost saving (76.7%), which reduces bank visits (81.7%),
which is easy to use (74.4%), which can be access through internet (83.9%), for anytime bill
payments (81.6%), through mobile banking (80.6%), which is paperless transaction (71.6%),
which helps in speedy transactions (87.7%), for e statements (72.3%) and 24*7 information
availability (83.4%).

Moderately motivated factors are bringing eco-friendly environment (80%), lower

maintenance fees (80.5%) and lower transaction cost (76.1%), security (59.4%), maintaining
honesty (80.5%)

There is only one factor through which customers are not motivated is requirement of
knowledge (66.6%) because it is upon individuals ability and capability.
 3. Please rate the following factors which restrict you in adopting green banking services.

Particulars Strongly Agree Neither agree Disagree Strongly Majority

Agree (4) nor disagree (2) Disagree
(5) (3) (1)

Limited scope of 22.8% 53.3% 19.4% 3.3% 1.1% Positive

Personal advice (76.1%)
Fear about Security 13.9% 57.8% 19.4% 7.8% 1.1% Moderate
(77.2%)
Transaction 7.8% 37.8% 36.7% 15.6% 2.2% Moderate
problems (74.5%)
Lack of knowledge 5.6% 36.1% 42.8% 12.2% 3.3% Negative
(55%)
Lack of Confidence 15% 29.4% 38.3% 13.3% 3.9% Moderate
in using (67.7%)
No Direct 41.7% 30.6% 20% 5% 2.8% Positive
Interaction with the (72.3%)
Staff
Trust issues 11.7% 24.4% 42.8% 17.8% 3.3% Positive
(67.2%)
Bank site does not 10% 26.7% 24.4% 26.7% 12.2% Negative
work properly (38.9%)
High Fees involved 3.9% 18.3% 30.6% 26.1% 21.1% Negative
(47.2%)
Table: 5

Interpretation:

Majority of customers restrict green banking services because of limited scope of personal
advice (76.1%), no direct interaction with the staff (72.3%) and trust issues (67.2%).

Some of the customers moderately restrict because of fear about security (77.2%), transaction
problem (74.5%) and lack of confidence in using (67.7%).

Some customers negatively respond because of lack of knowledge (55%), bank site does not
work properly (38.9%) and high fees involvement (47.2%) for transactions.
 5.4 NORMALITY TEST
Normality testing was done using Shapiro wilcoxon test. The data was tested for normality
because one of the assumptions of parametric test is data should be normally distributed.
However if the data is not normally distributed than non parametric test need to be applied.
Hence normality was tested and the results for all the likert scale are as under:

H0: Data is normally distributed (mean = mode = median)

H1: Data is not normally distributed (mean ≠ mode ≠ median)

Sr. no H0 Significanc Result Interpretation

e value
1. Green savings account 0.000 H0 rejected Data is not normally
distributed
2. Green deposits 0.000 H0 rejected Data is not normally
distributed
3. Online bill payments 0.000 H0 rejected Data is not normally
distributed
4. Net banking 0.000 H0 rejected Data is not normally
distributed
5. Mobile banking 0.000 H0 rejected Data is not normally
distributed
6. Electronic fund transfer 0.000 H0 rejected Data is not normally
distributed
7. Green home loan 0.000 H0 rejected Data is not normally
distributed
8. Green car loan 0.000 H0 rejected Data is not normally
distributed
9. Green credit/debit card 0.000 H0 rejected Data is not normally
distributed
10. Green insurance 0.000 H0 rejected Data is not normally
distributed
11. Green mortgage 0.000 H0 rejected Data is not normally
distributed
12. Less time consuming 0.000 H0 rejected Data is not normally
distributed
13. Cost saving 0.000 H0 rejected Data is not normally
distributed
14. Reduce bank visits 0.000 H0 rejected Data is not normally
distributed
15. Easy to use 0.000 H0 rejected Data is not normally
distributed
16. Access through internet 0.000 H0 rejected Data is not normally
distributed
17. Anytime(electricity, gas) 0.000 H0 rejected Data is not normally
bill payment distributed
18. Mobile banking 0.000 H0 rejected Data is not normally
distributed
19. Paperless transaction 0.000 H0 rejected Data is not normally
distributed
20. Speedy Transaction 0.000 H0 rejected Data is not normally
distributed
21. E-statements 0.000 H0 rejected Data is not normally
distributed
22. Brings Eco-friendly 0.000 H0 rejected Data is not normally
Environment distributed
23. Lower Maintenance Fees 0.000 H0 rejected Data is not normally
distributed
24. Lower Transaction Cost 0.000 H0 rejected Data is not normally
distributed
25. 24*7 Information 0.000 H0 rejected Data is not normally
Available distributed
26. Security 0.000 H0 rejected Data is not normally
distributed
27. Maintaining Honesty 0.000 H0 rejected Data is not normally
distributed
28. Does not require much 0.000 H0 rejected Data is not normally
knowledge distributed
29. Limited scope of 0.000 H0 rejected Data is not normally
Personal advice distributed
30. Fear about Security 0.000 H0 rejected Data is not normally
distributed
31. Transaction problems 0.000 H0 rejected Data is not normally
distributed
32. Lack of knowledge 0.000 H0 rejected Data is not normally
distributed
33. Lack of Confidence in 0.000 H0 rejected Data is not normally
using distributed
34. No Direct Interaction 0.000 H0 rejected Data is not normally
with the Staff distributed
35. Trust issues 0.000 H0 rejected Data is not normally
distributed
36. Bank site does not work 0.000 H0 rejected Data is not normally
properly distributed
37. High Fees involved 0.000 H0 rejected Data is not normally
distributed
Table: 6
Interpretation:
As the signicant value (P value) for all the variables were less than 0.05.hence, H0 was
rejected; this implies that data was not normally distributed. Hence for all the further test non
parametric test shall be applied.
6.5 STASTICAL TEST

HYPOTHESIS 1:

H0: There is no significant difference in the preference of customers towards various green
banking services.

H1: There is significant difference in the preference of customers towards various green
banking services.

Ranks
Particulars Median Rank
Green savings account 7.63
Green Deposits 7.67
Online bill payments 8.07
Net banking 8.14
Mobile banking 8.45
Electronic fund transfer 7.16
Green home loan 4.34
Green car loan 3.31
Green credit/debit card 5.24
Green insurance 3.23
Green mortgage 2.76
Table: 7

Test Statistics
Particulars Value
N 180
Chi-Square 900.656
Df 10
Asymp. Sig. .000
Table: 8
Interpretation:
As seen above there is a significant difference in the preference of customers towards various
green banking services as all the p values are less than 0.05.Therefor it is imperative to
identify which green banking services are more preferred by the customers. However,
comparing the median ranks of the services it was found that:

Mobile banking services is highly preferred with the median rank of (8.45), followed by net
banking with median rank of (8.14), online bill payments (8.07), green deposits (7.67), green
savings account (7.63), electronic fund transfer (7.16), green credit/debit card (5.24), green
home loan (4.34), green car loan (3.31), green insurance (3.23) and green mortgage (2.76).

Summary and Managerial Implications:

The customers of HDFC Bank preferred moreover towards mobile banking services as
compared to others, so bank need to focus on other services to retain their customers in near
future.
HYPOTHESIS 2:

H0: There is no significant difference in the perception of customers towards various factors
which motivates them to adopt green banking services.

H1: There is a significant difference in the perception of customers towards various factors
which motivates them to adopt green banking services.

Ranks
Particulars Median Rank
Less time consuming 10.06
Cost saving 9.54
Reduce bank visits 10.67
Easy to use 9.54
Access through internet 11.26
Anytime(electricity, gas)bill payment 11.13
Mobile banking 11.12
Paperless transaction 9.88
Speedy transaction 11.23
E-statements 9.26
Brings eco-friendly environment 7.41
Lower maintenance fees 6.63
Lower transaction cost 6.55
24*7 information available 11.36
Security 6.19
Maintaining honesty 6.55
Does not require much knowledge 4.61
Table: 9

Test Statistics
Particulars Value
N 180
Chi-Square 652.589
Df 16
Asymp. Sig. .000
Table: 10
Interpretation:
24*7 information available highly motivates the customers with the median rank of 11.36,
followed by access through internet with (11.26),speedy transaction (11.23), anytime bill
payment (11.13),mobile banking with (11.12),reduce bank visits (10.67),less time consuming
with (10.06),paperless transaction (9.88),cost saving and easy to use with (9.54),eco friendly
environment with (7.41), lower maintenance fees with (6.63), lower transaction cost and
maintaining honesty with (6.55), security with (6.19) and does not require much knowledge
with the median rank of (4.61).

Summary and Managerial Implications:

The most highly motivated factor which influence the customers to use green banking service
is availability of information 24*7 and the least motivated factor is security and requirement
of knowledge.
HYPOTHESIS 3:

H0: There is no significant difference in the perception of customers towards various factors
which restricts them to adopt green banking services.

H1: There is a significant difference in the perception of customers towards various factors
which restricts them to adopt green banking services.

Ranks
Particulars Median Rank
Limited scope of personal advice 6.24
Fear about security 5.96
Transaction problems 4.82
Lack of knowledge 4.71
Lack of confidence in using 5.02
No direct interaction with the staff 6.52
Trust issues 4.53
Bank site does not work properly 4.04
High fees involved 3.16
Table: 11

Test Statistics
Particulars Value
N 180
Chi-Square 257.872
Df 8
Asymp. Sig. .000
Table: 12
Interpretation:

Because of no direct interaction with the staff with the median rank of (6.52) restrict the
customers to use green banking services, followed by limited scope of personal advice with
(6.24), fear about security (5.96), lack of confidence in using with (5.02), transaction
problems (4.82), lack of knowledge with (4.71), trust issues (4.53), bank site does not work
properly (4.04) and high fees involved with the median rank of (3.16).

Managerial Implications:

No direct interaction with the staff restricts them to use green banking practices because
majority of the activities are done online and customers require the help of staff members.
6.6 FACTOR ANALYSIS

The research problem for factor analysis was to identify the factors which motivate the
customers to use green banking services.
17 items of motivation were subjected to Principal Component Analysis (PCA) to assess the
dimensionality of the data. Component analysis was used as the objective to summarize most
of the original information (variance) in a minimum number of factors.

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy .812
Bartlett's Test of Spheriity Approx. Chi-Square 963.728
Df 136
Sig. .000
Table: 13
Interpretation:

The Kaiser-Meyer-Olkin Measure of Sampling Adequacy for this variables set was .812
which was meritorious according to the above rule of thumb. Since the KMO Measure of
Sampling Adequacy met the minimum criteria of .60 or above, there was no requirement to
examine the Anti-Image Correlation Matrix and the data was adequate for the Factor
Analysis. Also, the Bartlett’s Test of Sphericity reached statistical significance (Significance
– .000 < 0.05) indicating that the population matrix was an identity matrix.
 COMMUNALITIES
Particulars Initial Extraction
Less time consuming 1.000 .665
Cost saving 1.000 .667
Reduce bank visits 1.000 .580
Easy to use 1.000 .556
Access through internet 1.000 .550
Anytime(electricity, gas)bill
1.000 .602
payment
Mobile banking 1.000 .672
Paperless transaction 1.000 .686
Speedy transaction 1.000 .572
E-statements 1.000 .468
Brings eco-friendly
1.000 .749
environment
Lower maintenance fees 1.000 .611
Lower transaction cost 1.000 .690
24*7 information available 1.000 .575
Security 1.000 .652
Maintaining honesty 1.000 .650
Does not require much
1.000 .533
knowledge
Table: 14 Extraction Method: Principal Component Analysis

Interpretation:

The communalities after extraction for all the items were above .5 (except for E-statements)
which was also nearby .5 hence, was considered for factor analysis. This showed that a
substantial percentage of variance associated with each item is common, or shared variance.
 Extraction sum of squares loading
Component Rotation Sum of Squared Loadings
Total % of Variance Cumulative %
1 4.133 24.311 24.311
2 1.840 10.822 35.133
3 1.738 10.224 45.358
4 1.581 9.303 54.660
5 1.187 6.983 61.644
6
7
8
9
10
11
12
13
14
15
16
17
Table: 15 Extraction Method: Principal Component Analysis

Interpretation:

Further, five factors were extracted explaining 61.64 % of the total variance. The seventeen
values, cumulative variance indicates consideration of five factors.
 Rotated Component Matrix
Component
1 2 3 4 5
Q2 Less time consuming .783
Q2 Cost saving .581
Q2 Reduce bank visits .433 .572
Q2 Easy to use .538
Q2 Access through
.717
internet
Q2 Anytime(electricity,
.689
gas)bill payment
Q2 Mobile banking .735
Q2 Paperless transaction .778
Q2 Speedy transaction .725
Q2 E-statements .533
Q2 Brings eco-friendly
.863
environment
Q2 Lower maintenance
.696
fees
Q2 Lower transaction
.794
cost
Q2 24*7 information
.665
available
Q2 Security .719
Q2 Maintaining honesty .765
Q2 Does not require
.458 .409
much knowledge
Table: 16 Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
Interpretation:

When the acceptable factor solution has been obtained, the researcher attempts to assign
some meaningful nomenclature to the pattern of factor loading. Five factors have been
derived as: Factor 1 Reduces time and economic cost: Includes Less time consuming, Cost
saving and reduce bank visits.

Factor 2 Convenience and Ease of Connectivity: Includes easy to use, access through
internet, anytime bill payment, mobile banking, paperless transaction, speedy transactions
and E-statements.

Factor 3 Environment friendliness: Includes Eco-friendly environment.

Factor 4 Fees and cost: Includes lower maintenance fees and lower transaction cost.

Factor 5 Security check and knowledge: Includes security, maintaining honesty and does
not require much knowledge.

Summary and Managerial implication:

From the total of seventeen items, five major factors have been derived i.e. Reduces time and
economic cost , Convenience and Ease of Connectivity , Environment friendliness , Fees and
cost , Security check and knowledge are the driving factors for adoption of green banking
services.
CHAPTER: 7

FINDINGS
7.1 FINDINGS

Findings for objective 1:

 For the instrument in this study, the Cronbach’s Alpha coefficient was .804, which
depicts good internal consistency of the items in the scale.
 The customers of HDFC Bank preferred moreover towards mobile banking services and
less prefer green mortgage, so bank need to focus on other services to retain their
customers in near future.

Findings for objective 2:

 As per the objective no. 2 the most highly motivated factor which influences the
customers to use green banking service is availability of information 24*7 which is less
time consuming for any time bill payments through mobile banking service which is
speedy for transaction, and the least motivated factor is security and requirement of
knowledge.

Findings for objective 3:

 As per objective no. 3 the factor which restricts the customers to adopt green banking
service are limited scope of personal advice because there is no direct interaction with the
staff because majority of the activities are done online and customers feels hesitate for the
same.

Findings for normality test and factor analysis:

 Data is not normally distributed for normality testing.

 Five factors were extracted explaining 61.64 % of the total variance. The seventeen
values, cumulative variance as well as the scree plot also indicated consideration of five
factors.
 When the acceptable factor solution has been obtained, the researcher attempts to assign
some meaningful nomenclature to the pattern of factor loading. Five factors have been
derived as: Factor 1 consumption and saving, Factor 2 connectivity, Factor 3
environments, Factor 4 fees and cost and Factor 5 security check and knowledge.
CHAPTER: 8
CONCLUSION
The global banking industry faces short-term uncertainty due to the debt crises. There are
four scenarios for global banking may look in the year 2020 include business as usual,
financial issues, new markets and many changes.

Indian banking industry has recently witnessed innovative banking models like payments
through internet and small finance banks. Private Sector Banks are making tremendous
progress. They are leaders in Internet banking, mobile banking, phone banking, ATMs.

In Gujarat, small and big banks have been playing an instrumental role as financial power
houses for the common man in each stage of his life education, career building as
entrepreneurs, setting up industries through term loans and many more. The aggregate credit
has increased 6 times and aggregate deposit growing by 15.92%.

HDFC bank was incorporated on January, 1995. Its headquarters are in Mumbai, India. It
becomes first Indian bank to cross Rs 5 trillion market capitalization as on 18th January,
2018. HDFC bank is in the list of top 5 companies in Asia. The bank is mainly into retail
banking, wholesale banking, treasury and loans. Its market capitalization was INR 6.06
trillion as on 26/06/2019 as per https://www.livemint.com.

From the objective 1 it can be concluded that majority of the customers of HDFC Magob
branch prefer to use mobile banking, net banking, green savings account, online bill
payments whereas green mortgage, green car loan ,green home loan and green credit/debit
card are less preferred. However amongst this mobile banking is highly preferred to the
customers as it is simple and easy to use according to the analysis.

From the objective 2 it can be concluded that factors such as reducing bank visits, less time
consuming, anytime bill payment, mobile banking, speedy transactions, 24*7 available
information are the some factors which highly motivates the customers to use green banking
services. Whereas, factors such as limited scope of personal advice, no direct interaction with
the staff, transaction problems and lack of confidence restrict the customers to use green
banking services.
 CHAPTER: 9

RECOMMENDATION
9.1 Recommendations

 As it was found from friedman test that mobile banking and green savings account are
more preferred by the customers, so it is recommended that company should focus on
other services such as green credit/debit card, green loans .

 As it was found from friedman test that 24*7 availability of information is a good service
but company should focus more on security for their customers during online transactions
so that the chances of frauds and misleading information are avoided.

 As it was hound from friedman test that no direct interaction with the staff restricts them
to use green banking practices because majority of the activities are done online and but
customers require the help of staff members, so it is suggested that staff should co-operate
with their customers.
BIBLIOGRAPHY
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ANNEXURE: 1
 Questionnaire

Dear Respondent,

I Yash Gandhi student of S. R. Luthra Institute of Management, surat

pursuing Masters of Business Administration(MBA) is conducting a survey on “New to
bank acquisition: A study to know the customer’s preference to shift towards green
banking practices in HDFC Bank Ltd., Magob, surat.” I would be thankful if you provide
me with some of valuable time to answer few questions. Information provided by you will be
used for academic purpose only.

Thank You

1. If you prefer green banking service, which of the following service you would prefer to
take through green banking?

Highly Preferred Somewhat Less Not at all

Services Preferred Preferred Preferred Preferred
(5) (4) (3) (2) (1)
Green savings
account
Green deposits

Online bill
payments
Net banking
Mobile banking
Electronic fund
transfer
Green Home loan
Green car loan
Green credit/debit
card
Green insurance
Green mortgage
2. Please rate the following factors which motivates you to adopt green banking services.

Particulars Strongly Agree Neither agree Disagree Strongly

Agree (4) nor disagree (2) Disagree
(5) (3) (1)
Less Time
Consuming
Cost saving

Reduce Bank visits

Easy to Use

Access through
Internet
Anytime(electricity,
gas) Bill Payment
Mobile Banking
Paperless
Transaction
Speedy Transaction

E-statements

Brings Eco-friendly
Environment
Lower Maintenance
Fees
Lower Transaction
Cost
24*7 Information
Available
Security
Maintaining
Honesty
Does not require
much knowledge
3. Please rate the following factors which restrict you in adopting green banking services.

Particulars Strongly Agree Neither agree Disagree Strongly

Agree (4) nor disagree (2) Disagree
(5) (3) (1)
Limited scope of
Personal advice
Fear about
Security
Transaction
problems
Lack of
knowledge
Lack of
Confidence in
using
No Direct
Interaction with
the Staff
Trust issues

Bank site does not

work properly
High Fees
involved

PERSONAL INFORMATION

Name (Optional): ___________________________________

Age : (A) 18-29 (B) 30-45 (C) 46-60 (D) 60 & above

Gender : (A) Male (B) Female (C) Transgender

Occupation: (A) Student (B) Salaried (C) Businessman/Self employed

(D) House wife (E) Professionals (F) Retired

Educational Qualification: (A) Less than graduation (B) Graduation

(C) Post graduation or higher (D) Professional

ANNEXURE: 2
 . . ,

( ) ,"

: .

, , .”

1. ,

(5) (4) (1)

(3) (2)

/
2. કૃ પા કરીને નીચેના પરરબળોને રેટ કરો જે તમને ગગગગગ બેંરકિં ગ સેવાઓ અપનાવવા માટે ગગગગગગગ
ગગગ ગગ

ગગગગગગગગગગ ગગગગગ ગગગગ ગગગગ ગગગગ ગગગ ગગગગ ગગગગગ ગગગગગ

(5) (4) ગગગગગ ગગગ (2) ગગગગગ
(3) (1)

ગગગ ગગગ
ગગગગ ગગગ
ગગગગ ગગગગગગગ
ગગગગગ
ગગગગગગ
ગગગગગગગ
ગગગગગગગગ
ગગગગગગ ગગગગગગ

ગગગગગ ગગગગ
(ગગગગગ,ગગગ)ગગગ
ગગગગગગ

ગગગગગગ
ગગગગગગગગ
ગગગગગગગ
ગગગગગગગગ
ગગગગ ગગગગગગગગ
ગ-ગગગગગ
ગગગ ગગગગગગગગગ
ગગગગગગગગ ગગગગ
ગગ
ગગગગગ ગગગગગગ
ગગ
ગગગગ
ગગગગગગગગગગગગ
ગગગગ
24*7 ગગગગગગ
ગગગગગગ

ગગગગગગગ
ગગગગગગગગગગગ
ગગગગગ ગગગગગગ
ગગગ ગગગગગ
ગગગગગ ગગગ

3. કૃ પા કરીને નીચેના પરરબળોને રેટ કરો જે તમને ગગગગગ બેર્કિં ગ સેવાઓ અપનાવવા માટે પ્રરતબિંરિત કરે
છે .
 ગગગગગગગગગગ ગગગગગ ગગગગ ગગગગ ગગગગ ગગગ ગગગગગ ગગગગગ
(5) (4) ગગગગ ગગગગગ (2) ગગગગગ
ગગગ (1)
(3)

ગગગગગગગગ
ગગગગગ
ગગગગગગગગગ
ગગગગ
ગગગગગગગ ગગગગ
ગગ
ગગગગગગગગગગગગગ
ગગગગગ ગગગગ
ગગગગગગગગ
ગગગગગગગ ગગગગ
ગગગગગ ગગગગ
ગગગગ ગગગગગગ
ગગગગ
ગગગગગગગ
ગગગગગગગ
ગગગગ ગગગગ
ગગગગગ ગગગગ ગગગ
ગગગગગ ગગગ
ગગગગ ગગ ગગગગગ

વ્યરિગત મારિતી

ગગગ (ગગગગગગગગ): __________________________________

ગગગગ: (ગ) 18-29 (ગગ) 30-45 (ગગ) 46-60 (ગગ) 60 ગગગ ગગગ

ગગગગ: (ગ) ગગગગગ (ગગ) ગગગગગગ (ગગ) ગગગગગગગગગગગગગ

ગગગગગગગ: (ગ) ગગગગગગગગગગ (ગગ) ગગગગગગગ (ગગ) ગગગગગગગગગ / ગગગ ગગગગગગ

(ગગ) ગગગગ ગગગગગગ (ગ) ગગગગગગગગગગગ (ગગ) ગગગગગગગ

ગગગગગગગગ ગગગગગગ: (ગ) ગગગગગગ ગગગગગ ગગગ (ગગ) ગગગગગગ

(ગગ)ગગગગગ ગગગગગગગગગગગ ગગગગ ગગગગ (ગગ) ગગગગગગગગગ