SUMMER INTERNSHIP PROJECT REPORT

On

“Marketing and branding of banking products”

Submitted in partial fulfillment of the requirement for award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Under Guidance of:

Sajan jose
Retail marketing manager
HDFC bank

Presented & Prepared by:

Ajay Boricha
Division: A
<19004>
18 may,2020 to 15th June, 2020
th

Submitted to:
G.H. Patel Post Graduate Institute of Business Management,
Sardar Patel University,
Vallabh Vidyanagar, Anand, Gujarat

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 Declaration

I hereby declare that project report entitled “Marketing and branding of banking products”
submitted in partial fulfillments of the requirement for the degree of master of business
administration, is our original work and has not been submitted for the award of any other
degree.
Name: Ajay boricha

Place: Junagadh, Gujarat

Date: 18-05-2020

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 Preface

The industrial scenario of economy is highly competitive and constantly changing. To serve
this highly competitive scenario practical studies are much more important with theoretical
studies. In India the significance of MBA course is increasing drastically. Amongst all the PG
courses MBA is most favoured. As a partial fulfilment of third semester the students have to
take a summer training of 6 to 8 weeks at any company and prepare a project report on the
basis of that practical experience. Indian economy is growing at a considerable rate. The
growth of GDP in India is 6% per annum. The major sector contributing to the growth of
GDP is service sector and it is approximately 63% to GDP. Banking is one of the main pillars
of service sector.

So, I have decided to take exposure of banking sector by taking training at HDFC BANK
which is one of the reputed private banks. The aim of HDFC BANK 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. So, we want to check weather HDFC
BANK is successful or not. As a part of this study I have decided to prepare a project report
on “MARKETING AND BRANDING OF BANKING PRODUCTS AND SERVICES”. The
study of this topic is helpful to me in analyzing customer satisfaction & loyalty to the services
which they are using at the HDFC BANK.

This study will also be helpful to us in analyzing the information about what change customer
want from the existing services. This report also gives me the overall satisfaction level of
customer from the HDFC BANK & how the customers are loyal to the bank. This report also
includes graphical representation wherever it feels necessary. Finally, it is indeed excellent
opportunity for us to present this report and a matter of esteem honors itself. After successful
completion of training it is golden experience for me of banking sector. And I also know how
the different departments are working.

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 Acknowledgements

I feel fortunate to be students in such reputed Management Institute. Preparation of such project
report enhances the Intellectual, personnel management & coordination skills of the students
and hence our faculties encourage such practical study of industry or other sectors in our course
as a subject. I will remain indebted to this Institute for giving us such an opportunity to
experience the practical business environment even for a period, during my tenure as student.

I heartily remain thankful to Sajan jose Sir for giving his valuable guidance for this project and
guiding me throughout this project. I have learnt a lot about banking industry during this
project. I whole heartedly express my gratitude to Dr. Yogesh Joshi sir and Dr. Darshana Dave
Ma’am for providing this opportunity to me and giving me a chance to learn from the industry
expert.

I would also like to thank Dr. KS Prasad sir for coordinating this Summer Internship Project in
our department and providing me with the exposure towards the industry which will be
beneficial for my corporate career.

Ajay boricha

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 RESEARCH OBJECTIVE AND RESEARCH
METHODOLOGY
Customer preferences and satisfaction about loan
banking product and insurance services

RESEARCH OBJECTIVE
The objective of the study is as follows:

• To examine the essential dimensions of service quality i.e. RATER Reliability,

assurance, tangibles, empathy and responsiveness of HDFC bank and its effect on
customer‟ s satisfaction.

• To find out the level of perception of the customers from the service quality offered by
the banks.

• To know which service quality dimension of the bank is performing well.

• To identify which dimension of service quality needs improvement so that the quality
of service of HDFC banks is enhanced.

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IMPORTANCE AND SCOPE OF THE STUDY
The study would try to throw some insights into the existing services provided by the banks,
perceptions and the actual service quality of the bank. The results of the study would be able
to recognize the lacunae in the system and thus provide key areas where improvement is
required for better performance and success ratio. In the days of intense competition, superior
service is the only differentiator left before the banks to attract, retain and partner with the
customers. Superior service quality enables a firm to differentiate itself from its competition,
gain a sustainable competitive advantage, and enhance efficiency

SCOPE OF STUDY
The scope of this research is to identify the service quality of HDFC bank. This research is
based on primary data and secondary data. This study only focuses on the dimensions of
service quality i.e. RATER. It aims to understand the skill of the company in the area of
service quality that are performing well and shows those areas which require improvement.
The study was done taking two branches of HDFC bank into consideration. The survey was
restricted to the bank customers in Gujarat only.

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RESEARCH METHODOLOGY

DATA SOURCE

Primary Data:

The primary data was collected by means of a survey. Questionnaires were prepared and
customers of the banks at two branches were approached to fill up the questionnaires. The
questionnaire contains 20 questions which reflect on the type and quality of services provided
by the banks to the customers. The response of the customer and the is recorded on a grade
scale of strongly disagree, disagree, uncertain, agree and strongly agree for each question.
The filled-up information was later analyzed to obtain the required interpretation and the
findings.

Secondary Data:

In order to have a proper understanding of the service quality of bank a depth study was done
from the various sources such as books, a lot of data is also collected from the official
websites of the banks and the articles from various search engines like Google, yahoo search
and answers.com.

RESEARCH DESIGN
The research design is exploratory till identification of service quality parameters. Later it
becomes descriptive when it comes to evaluating customer perception of service quality of
the banks. Descriptive research, also known as statistical research, describes data and
characteristics about the population or phenomenon being studied. Descriptive research
answers the questions who, what, where, when and how. Although the data description is
factual, accurate and systematic, the research cannot describe what caused a situation. Thus,
descriptive research cannot be used to create a causal relationship, where one variable affects
another. In other words, descriptive research can be said to have a low requirement for
internal validity.

The description is used for frequencies, averages and other statistical calculations. Often the
best approach, prior to writing descriptive research, is to conduct a survey investigation.
Qualitative research often has the aim of description and researchers may follow-up with
examinations of why the observations exist and what the implications of the findings are

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RESEARCH SAMPLE

SAMPLING PLAN:

Since it is not possible to study whole universe, it becomes necessary to take sample from the
universe to know about its characteristics.

• Sampling Units: Customers of HDFC bank

• Sample Technique: Random Sampling.

• Research Instrument: Structured Questionnaire.

• Contact Method: Personal Interview.

SAMPLE SIZE:
The work is a case of HDFC Bank, one of the largest bank of Indian banking industry
together representing over 25 per cent of the market share of Indian banking space. The
survey was conducted in the state of Gujarat with HDFC Bank, with 102 customers as
respondent.

Likert scaling is a bipolar scaling method, measuring either positive or negative response to a
statement. The questionnaire consists of two parts. The first part consists of three questions
concerning the demographic information of the respondent such as the name, age, educational
qualifications and income. The second part consisting of 18 questions exploring the

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respondent‟ s perception about the service quality of HDFC. For evaluation of service quality
of HDFC bank service quality dimension of reliability, assurance, tangibility, empathy and
responsiveness is used in order to evaluate the actual service quality of HDFC bank.

LIMITATIONS OF THE STRATEGY

The study is only for the HDFC Bank confined to a particular location and a very small
sample of respondents. Hence the findings cannot be treated as representative of the entire
banking industry.

The study can also not be generalized for public and private sector banks of the country.

Respondents may give biased answers for the required data. Some of the respondents did not
like to respond.

Respondents tried to escape some statements by simply answering “neither agree nor
disagree” to most of the statements. This was one of the most important limitation faced, as it
was difficult to analyze and come at a right conclusion.

In our study we have included 90 customers of bank because of time limit.

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 DATA ANALYSIS
Que 1. Gender

INTERPRETATION
From the graph above it can be seen that

▪ 90.20% respondents are from male.

▪ 9.80% respondents are from female.
▪ 00.00% respondents are from others.

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 Que 2: Age

INTERPRETATION
From the graph above it can be seen that

▪ 61.80% respondents age are 18 to 25 years.

▪ 25.50% respondents age are 25 to 35 years.
▪ 9.80 % respondents age are 35 to 50 years.

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 ▪ 2.90% respondents age are above 50 years.

Que 3: occupation

INTERPRETATION
From the graph above it can be seen that

▪ 35.30% respondents occupation are student.

▪ 22.50% respondents occupation are business.

▪ 6.90% respondents occupation are govt. employee.

▪ 29.40% respondents occupation are private Employee.

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 ▪ 5.90% respondents are from others (housewife)

Que 4: occupation

INTERPRETATION

From the graph above it can be seen that

▪ 17.60% respondents are under graduate.

▪ 45.10% respondents are graduate.
▪ 23.50% respondents are post graduate.
▪ 13.70% respondents are 10th or 12th pass.

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Que 5: City

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INTERPRETATION

From the graph above it can be seen that

City Respondents percentage

Ahmadabad 07 6.9 %
Anand 05 4.9%
Jamnagar 06 5.9%
Junagadh 54 53%
Palanpur 01 01%
Rajkot 18 17.6%
Surendranagar 01 1%
Una 01 1%
vadodara 02 2%
veraval 02 2%
visavadar 01 1%
Ludhiyana 01 1%
Surat 03 2.9%

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Que 6: Do you have bank account ?

INTERPRETATION
From the graph above it can be seen that

▪ 100% peoples say yes and all respondents have a bank account

according to graph

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Que 7: What type of customers you are?

INTERPRETATION
From the graph above it can be seen that

• 14.70% respondents are Industrialist.

• 37.30% respondents are salaried persons.
• 10.80% respondents are shopkeeper.
• 02.90% respondents are farmers.

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 • 34.30% respondents are students.

Que 8: Which sector provide good security and

better response for loan products?

INTERPRETATION
From the graph above it can be seen that

• 58.80% (60 out of 102) respondents have an account in private

sector banks.
• 78.40% (80 out of 102) respondents have an account in private
sector banks.
• 37.25% (38 out of 102) respondents have an account in private
sector banks as well as public sector banks.

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Que 9: Have you take a any type of loan from any
bank ?

INTERPRETATION
From the graph above it can be seen that

• 59.80% respondents have a loan in bank.

• 40.20% respondents have a no loan in any bank.

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Que 10: if yes, so What type of loan you prefer from
bank?

INTERPRETATION
From the graph above it can be seen (66 responses out of 102)

• 48.50% respondents have a housing finance loan in bank.

• 28.80% respondents have a Trade & business loan in bank.
• 63.60% respondents have a purchase of vehicles loan in bank.
• 15.20% respondents have an agriculture & allied activities loan in
bank.
• Only 3% respondents have a personal loan in bank.

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Que 11: Have you ever taken a loan for anything else
than buying a home?

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Que 12: Rate the loan product service according to
your trust level

INTERPRETATION
From the graph above it can be seen

Banks Fully satisfied Partially Not satisfied

satisfied
Private banks 79 23 00

Public banks 91 10 01

Co-operative 28 59 15
banks
Financial 10 57 35
companies

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Que 13: Do you have a any insurance policy?

INTERPRETATION
From the graph above it can be seen (66 responses out of 102)

• 90.20% respondents have an insurance policy.

• 9.80% respondents have no insurance policy.

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Que 14: From which bank or company, you
purchased insurance policies?

INTERPRETATION
From the graph above it can be seen (66 responses out of 102)

• 28% respondents have an insurance policy in public sector bank.

• 35% respondents have an insurance policy in private sector bank.
• 37% respondents have an insurance policy in Insurance companies.

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Que 15: How many insurance policies do you
currently have?

INTERPRETATION
From the graph above it can be seen

• 9.8% respondents have no insurance policy.

• 35.30% respondents have an only one insurance policy.
• 35.30% respondents have an only two insurance policies.
• 15.70% respondents have three insurance policies.
• 02.90% respondents have four insurance policies.
• 1% respondents have no insurance policies

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Que 16: Have you ever received any benefits from
any of the policies you currently have?

INTERPRETATION
From the graph above it can be seen

• 61% respondents have already received benefits from insurance

policy.
• 39% respondents have not got any benefits yet.

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Que 17: Have you ever surrendered any insurance
policy?

INTERPRETATION
From the graph above it can be seen

• 84.70% respondents never surrendered any insurance policy.

• Only 15.30% respondents surrendered insurance policy due to any
reasons.

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Que 18: Express the level of your preference to buy
insurance policies from banks.

INTERPRETATION
From the graph above it can be seen

• 43.10% respondents give highly preference for insurance policy of banks.

• 55.90% respondents give moderate preference for insurance policy of banks.
• Only 1% respondents give low preference.

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Que 19: Rate your level of satisfaction regarding the
insurance services.

INTERPRETATION
From the graph above it can be seen

Banks Fully satisfied Partially satisfied Not satisfied

Private banks 65 35 02

Public banks 65 37 00

Insurance 59 42 01
companies

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 Finding
• From the table 1 it was found that 90.2% of the respondents were male and the
remaining was female.
• The age group was clearly mentioned through the table 2.
• From the question 3, 35.3% are students, 22.5% have own business, 6.9% are govt
employee, 29.4% are private employee and 5.9% are from others (housewife,
unemployed etc.)
• It is clearly mention in que.4 that 17.6% respondents are in under graduation, 45.1%
are graduate, 23.5% are post graduate and 13.7% are 10th or 12th pass.
• This survey conducted in Gujarat state and total 13 cities are included in this survey,
and 102 total respondents collected.
• Every respondent have own bank accounts and they are different type of users or
customers of banks.
• It is clearly mentioned that the public sectors give a more security and better
responses from this survey.
• In the rating of loan product according to trust level of consumer, public sector and
private sector both perform really good and there are some negative responses for
cooperative bank.
• In the section of insurance policy, 90.2 % have insurance policy.
• From the study Insurance policies purchased from insurance companies are 37%, 35%
from private banks and 28% from public banks
• 90% peoples from this study have insurance policies.
• It was a great thing that 95% of the respondents are satisfied and highly satisfied with
the services of banks
• It was clearly stated that most of the services rendered by bank were good for the
respondents. This has been derived from their responses.
• According to the customer perception, private sector banks and public sector banks
are highly responsive.
• There is not much gap between all the dimensions, this shows that BANK is a better
service provider in all the dimensions i.e. satisfactions, preferences and responses. As
a result of which, the customers are satisfied with the service offered by banks.

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 Conclusion

Banking has become one of the most important tools for the success of any country. It has
become a backbone of any countries growing economy. Banking over the year, in India has
seen lots of ups and downs. Today due to liberalization of the economy, more and more
sectors are becoming more and more competitive. Banking is no different. Bank like HDFC
and others banks in India are doing terrifies job in banking sector handling better human
resources, adopt new technology, and bring new concept and managing standard. Banking
sector has seen a lot of transformation in the past post liberalization period, it has become
very important for bank to give services best to their capabilities. If the customers are not
satisfied with the service provided by the bank, they will transfer their account to some other
bank. Result is loss of revenue for the bank and the loss of goodwill. New technology needs
to be introduction in the banking sector it is utmost clear that people are not only expecting
normal banking services but they want to be as their business partners and help accordingly.

The study was started so as to know whether the customers are satisfied with loan products
and insurance services of banks.

The project has been done on the customer’s satisfaction towards the products and services.
The analysis was done based on the information collected in the form of questionnaire from
the customers of the bank. This study specially for Gujarat state and 13 cities collected in this
study, A major part of the analysis is based upon the percentage analysis. After a brief
analysis few findings were derived. Based on findings the suggestions and the conclusion
were made. Thus, the report says that the product and services of banks and insurance
companies was very useful and it was satisfying the majority of the customers using it.

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 Recommendations
• From the brief study about the project the suggestion to provide a better methods &
techniques with proper guidance for banking services.

• To give proper attention towards the customer’s problems.

• To enhance speed in accessing the transactional activity. Because its play a vital role in
acquiring the customers.

• It was suggested that the management should functioning of the service.

• Another important suggestion is that for the management to make brand advertisements
regarding the products & services.

• To arrange some training programs for the customers regarding the products & services
and can taught about the usage.

• The organization should retain the existing performance and should increase if possible
to do so.

• These are all the suggestions for the study on the customer satisfaction towards the
Loan products and insurance services of banks.

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 BIBLIOGRAPHY
References

Kotler Philip, marketing management, (Pearson education, 12th edition)

Malhotra K. Naresh, marketing research (An applied orientation), Research design,

Websites

www.hdfcbank.com

www.hdfcindia.com

www.wikipedia.org

www.marketresearch.com

HDFC ban k products :

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