Consumer Behavior of Kotak Mahindra Bank

On “Identifying, analyzing and understanding the consumer behaviour pertaining to Kotak Mahindra Bank Ltd. Products exclusively at Raipur (C. G)” For Raipur Branch Submitted for the partial fulfillment of the requirement for the award of the degree of Masters of Business Administration. (MBA) PREFACE Quite frequently these days’ people talk of research, both in academic institution and outside, several studies are undertaken and accomplished every year, but in most cases very little attention is paid to an important dimension related to research i. e. its practical importance.

It may be noted in the context of planning and development that the significance of research lays in its quality and not in quantity. As far as this project report is concerned, the report consists of four chapters along with bibliography and Appendix, well arranged in coherent manner. Chapter one is an introduction, presenting up an over view of the Chapter two contains of Research methodology which includes all the necessary aspects. Chapter three contains data analysis and interpretation and chapter four contains of Main findings, Conclusion, limitations and suggestions.

So, through this research work I tried to explain about my study of  along with the customer’s feedback or their responses, through which we come to know about the strength and weaknesses of the bank. I shall amply reward, if this project report proves helpful in the development of knowledge of the reader as well as from companies point of view.

I am also thankful to all staff members of Kotak Mahindra Bank Ltd. And all the customers of Kotak Mahindra Bank ltd for providing me relevant information and data which are very much necessary for the completion of this project report. I take this opportunity to express my heartiest thanks & obligation to Dr. Prachi Singh (Lecturer), Disha Institute of Management and Technology Raipur (C. G), who has rendered me invaluable instructions and guidance for preparing the project report.

Finally I am highly grateful to all faculty members who helped me as well as the persons who have shared their valuable time and helped me directly or indirectly in the preparation of this project. Executive Summary This basic concept of my project “Identifying, analyzing and understanding the consumer behavior of KOTAK MAHINDRA BANK LTD. Products exclusively in Raipur” was based on survey as a well as study of their whole banking areas. Through this survey I have to give the actual data to KMBL that what are the responses or feedback of their existing customers regarding the KMBL after attached with this Bank.

Therefore I have prepared two different Questionnaires. First for the existing customers of KMBL and the other one is for Non-Existing customers or new customers. Through the feedback of the existing customers of the KMBL, I’ll get to know that what are the companies strength and what are their weaknesses, so that they will work on those areas. Where as through non existing customers I’ll get to know about the requirements of other persons operating from different banks i. e. , what they need which they are not getting from their existing banks.

Basically the topic of this project is taken by myself only. But when I discussed this topic with my project guide Mr. Sudeep Banerjee (Branch Sales manager) KMBL, he told me that this topic is very much important as far as KMBL is concerned. Because as it is only around 1 year has been passed that Kotak Mahindra Bank Ltd has been launched in Raipur city. So being a 1st summer trainee of KMBL Raipur branch, it was a great opportunity for me to take up this topic as a challenge.

Because the result of this project or survey will be very much beneficial for me as well as companies point of view, so that they will get to know about their strength and weaknesses and they will know that how much of market they have captured in this period of 1 year, What people think about this Bank? I started my summer training or project on 11th June 2007. To know this fact and data I went to the existing customers of Kotak Mahindra Bank ltd. As well as to non-existing customers. I collected all the data from existing and non-existing customers of Kotak Mahindra bank ltd.

Through questionnaires in Raipur city. I have prepared these questionnaires with the help of my project guide by keeping into the mind that these questionnaires are very much beneficial from company’s point of view because the result of this survey will help the bank to know their strengths and weakness and according to that they will take corrective actions on those areas. While I was studying about the bank I found that within a period of 1 year Kotak Mahindra Bank Ltd has captured that Raipur market quite nicely.

And while I was analyzing the data that I had collected through questionnaires I found that the products and service that Kotak Mahindra Bank ltd is the major part because of which customers are attracting towards this bank. Because the service and products Kotak is providing is quite unique from other banks apart from this the major weak point or the lacking point that Kotak Mahindra bank has to consider is the promotional activity of Kotak Mahindra Bank is very poor. Many persons are there who don’t know about this bank. Another thing is that minimum a/c balance in this bank is quite high i;e. AQB (average quarterly balance). Apart from my project I did business for the Bank. I used to go out to the market for selling products of the bank and I really sold their products. Due to this I grab great experience to communicate with different types of customers, which was really good experience and will help me in my future course of life. The major part of my training is I went to siltara at NECO and Corporate Ispat alloys ltd. This was the greatest experience of my life to see big plants and machineries along with which I talk to the HR person and officers there.

Regarding the salary accounts of their employees. During my summer training I was called by my project guide to give presentations on the Bank products in front of all the employees after studying the products and services. And after the presentations they used to ask questions to me. And I really appreciated by my staff members and coulleges. During the collection of the data I found some difficulties like the customers had no time to give time or they were too busy with their works and in most cases they were not available at their places.

I generally went into the market in hard sunlight and manier times its rains. I took some action to solve these problems like I took data through telephone, observation. There is one thing that I have found that the peoples working at Kotak Mahindra Bank ltd are very much helpful in all areas. Every time they come to me and told me that they are available at anytime for me for anything, which really boost me and motivates me towards my goal and objectives. The culture of Kotak mahindra bank ltd. is very much friendly and cool to work there.