Introduction

Kotak Credit Card is an innovation by Kotak Mahindra Bank introduced in April, 2008 with highly appealing features and benefits. The concept of the card is to give the maximum benefit to each class where the credit card is categorized for salaried, self employed and high end cards meant for the customers whose annual income is more than Rs. 25 lacs per annum. We conducted a survey with a random sample of 50 individuals across an age group ranging from 25 to 65 yrs of age. We conducted the questionnaire research to test reaction to know how much people are satisfied with the Kotak Credit Card and whether they will recommend it to their friends and colleagues or not.

Executive Summary
Kotak Mahindra Bank has launched 4 types of credit card viz. Trump Gold card (Salaried Employee), Kotak Fortune Gold Card ( Self Employed ), Kotak League Platinum and Kotak Royale Signature ( High End Card for those whose annual income is more than Rs. 25 lacs per annum ). A survey was conducted to find that whether they are satisfied with the card and would they recommend the card to their friends and colleagues. The survey was carried out amongst 50 respondents between the age of 25yrs - 65yrs to check satisfaction for the usage of the credit card. 13 questions were strategically formulated to derive the desired result.

The survey was conducted through personal interview method as it was an ideal platform to get first hand information from the respondents with regards to likes and dislikes for the features and benefits of the credit card. The respondents were given enough time to answer the questions and examine the questionnaire get genuine responses. We realized that this was an apt way of understanding the shortcomings of this card. The data was then gathered and correctly coded in order to interpret the data. Various techniques were used to arrive at a definite conclusion. Various correlations were found between the variables such as card plastic, offers and promotions etc with this topic to give a wider perspective to our research objective. These correlations helped us on giving various recommendations to improve various offers and promotions on the card.

Problem Statement
Is Kotak Credit Card customer satisfied and would they recommend the card to their friends and colleagues?

Research Objectives
The research objective here is to understand audience response preferences, attitude, likeability and expectations towards a credit card thus giving us an opportunity to improve it and thus make it the best card in the industry.

Methodology
The Methodology adopted to achieve the research objective was of the Survey Technique for collecting the required information. We conducted a survey with a random sample of 50 individuals across an age group ranging from 25 to 65 yrs of age . The target audience included a mix of males and females which includes employee of Kotak Mahindra Bank as well as non employee who holds the Kotak Mahindra Bank Credit Card. A questionnaire containing 10 questions was created to get the desired responses from the sample audience. These 13 question were framed in such a manner that; the responses to the question will facilitate in finding the audience reaction, attitude, likeability and expectations towards the credit card. The responses were collected via direct personal interview with the respondents.

Data Collection
Data was collected among the individuals across age group .Also care was taken that the responses were collected only when the respondents had ample of time at their disposal in order to get unbiased and uninfluenced responses.

Data analysis
The raw data collected was then tabulated into more user-friendly format and the responses were coded so as to ease the process of analyzing the data. Questions & the responses were coded Immediate direct analysis of the data helped in finding out the popularity quotient of the Kotak Credit Card among the respondent Also the Analysis included in finding out the attitude of the respondent towards the card. Further the analysis was done to understand the relationship between the responses and other demographic & economic parameters of each individual

Results Of The Questionnaire

Kindly Rate Your Kotak Credit Card On The Satisfaction Scale?

Overall Satisfaction With Kotak Credit Card

0% 10% 8%

Ext dissatisfied Slightly dissatisfied

34%
48%

Neither Satisfied nor dissatisfied Slightly satisfied Extremely Satisfied

To What Extent Is Kotak Credit Card Meeting Your Expectations?

6% 10%

Ext dissatisfied

Slightly dissatisfied
40% 16%

Neither Satisfied nor dissatisfied Slightly satisfied

28%

Extremely Satisfied

COMPARED WITH AN IDEAL CREDIT CARD

EXTREMLY DISSATISFIED SLIGHTLY DISSATISFIED NEITHER SATISFIED NOR DISSATISFIED

FREQUENCY
1 5 20

SLIGHTLY SATISFIED
EXTREMLY SATISFIED

18
6

TOTAL

50

Mode:20 for Response : Neither satisfied nor dissatisfied

Kindly rate your Kotak Credit Card On Following Attributes:

Satisfaction With Card Plastic
50% 40% 48% 40%

30%
20% 10% 0% Slightly dissatisfied Neither Satisfied nor dissatisfied Slightly satisfied Extremely Satisfied 10% 2%

Card Features & Benefits

70% 62% 60% 50%

40%
30% 22% 20% 12% 10% 2% 0% Ext dissatisfied Slightly dissatisfied Neither Satisfied nor dissatisfied Slightly satisfied Extremely Satisfied 2%

Customer Satisfaction With Offers & Promotions

10% 2% 16%

Ext dissatisfied

Slightly dissatisfied

Neither Satisfied nor dissatisfied

40% 32%

Slightly satisfied

Extremely Satisfied

Credit limit

Satisfaction With Statements Reaching on time

Extremely Satisfied 24%

Slightly satisfied

36%

Neither Satisfied nor dissatisfied

20%

Slightly dissatisfied

16%

Ext dissatisfied 0%

4%
5% 10% 15% 20% 25% 30% 35% 40%

Satisfaction With Ease Of Payments

Extremely Satisfied

26%

Slightly satisfied

34%

Neither Satisfied nor dissatisfied

24%

Slightly dissatisfied

16%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Satisfaction With Payments Credited On Time

Extremely Satisfied 24%

Slightly satisfied

36%

Neither Satisfied nor dissatisfied

20%

Slightly dissatisfied

16%

Ext dissatisfied 0%

4%
5% 10% 15% 20% 25% 30% 35% 40%

Satisfaction With Kotak Card Website

45% 40% 35% 30% 25%
20% 15% 10% 5% 0% Ext dissatisfied Slightly dissatisfied Neither Satisfied nor dissatisfied Slightly satisfied Extremely Satisfied 14% 20% 22% 42%

2%

Satisfaction With Customer Service

6% 10%

Ext dissatisfied Slightly dissatisfied

40% 16%

Neither Satisfied nor dissatisfied Slightly satisfied Extremely Satisfied

28%

Would you Recommend Kotak Credit Card to Your Friends and Colleagues?

No 38%

Yes 62%

Observations & Findings

Recommendations