Name:- Rituraj

JL13PGDM158

The first banks were Bank of Hindustan (1770-1829) and The General Bank of India,

established 1786.

The three banks merged in 1921 to form the Imperial bank of India, which upon India's

independence, became the State Bank Of India in 1955.

Indian Banking Industry currently employees 1,175,149 employees and has a total of

109,811 branches in India and 171 branches abroad.

Types of Bank:-

1- Public sector Banks-22

2- Private sector Banks- 19

3- Foreign Banks- 32

4- Regional Rural Banks- 80

04-01-2015 2RituRaj, AXIS BANK

Axis Bank began its operations in 1994, after the Government of India allowed new private

banks to be established.

Axis Bank Limited (formerly UTI Bank) is the third largest private sector bank in India.

Current MD & CEO- Shikha Sharma.

Branches of Axis Bank- 2402, No. Of ATMs- 12,922, No. Of Employees- 42,420.

Total Assets- Rs. 3.4 trillion, Total Deposits- Rs.252,613 cr., Net worth- Rs.331,584 million

Shareholders Of Axis bank:- A- Promoters, B- Domestic Shareholders, C- Foreign

shareholders.

04-01-2015 3RituRaj, AXIS BANK

Accounts

Deposits

Safe Locker deposits

Loans

Cards

Forex

Investment

Insurance

04-01-2015 4RituRaj, AXIS BANK

Some of the major objectives of the study include the determination of the following:

Customer awareness about the products and services provided by the Axis Bank.

Consumer preference about various Axis Bank products.

Customer satisfaction with the service provide by the bank.

Draw out with conclusions and suggestions based on the analysis and the interpretation of

data

04-01-2015 5RituRaj, AXIS BANK

1.Number of Accounts

After looking this bar graph, it can be said that maximum people in Axis Bank have Savings

Account as their basic account, Axis bank have large potential for Loan & Demat Account

they should see this untapped market. Bringing up of new schemes in Loans with attractive

rates can help them grow in this segment. Providing better services in comparison to the

competitors will help them to progress and stand out.

0

5

10

15

20

25

30

35

No. of Accounts

Saving Account

Current Account

Loan Account

Demat Current

Credit Card

04-01-2015 6RituRaj, AXIS BANK

2. Awareness about the financial products of Axis Bank

72%

28%

Awareness

yes no

04-01-2015 7RituRaj, AXIS BANK

After looking this bar graph, it can be said that accounts are more popular among the

customers and they are basic need Of the customers.

The products like loans and investments are not popular among the customers and Axis

Bank should focus more on these products.

0

5

10

15

20

25

30

35

No.of people

Accounts

Loans

Mutual Funds

Lockers

Insurances

Any Other

04-01-2015 8RituRaj, AXIS BANK

By seeing the percentage we can conclude that the information provided to the customers by

the Sales person or the FDO’s are up to the mark. 78% Customers are satisfied with the

information provided to them, still there is some scope for improvement.

Yes

78%

No

22%

Satisfaction Level

04-01-2015 9RituRaj, AXIS BANK

If we look at this bar graph then we see that Axis Bank should focus more on their services,

relationship manager and on products.

The front desk officers should be efficient in delivering and satisfying the adequate knowledge to the

customers, at any point of time customers should not feel dissatisfied with the services.

Before any investments or insurances there shall not be any hidden information about which

customers come to know later because this is a loss to the organization in maintaining the customer

base for the organization.

0

5

10

15

20

25

Frequency

Improvement

Updates

Service

Technology

RM

Products

04-01-2015 10RituRaj, AXIS BANK

We can see that majority of the customers recommended Axis Bank to their family,

friends and peer members. 23% which were not in the favour of recommendation by

surveying them I found that they were basically not satisfied with the services which

were provided to them.

The basic reason being the information provided to the customers was not adequate and

they were not satisfied with the relationship manager which was designated to them.

Yes

77%

No

23%

Recommendation

04-01-2015 11RituRaj, AXIS BANK

Most of the service class people prefer to open a Savings Account in comparison to the

business class people. This may be possible due to the facility of “Anywhere banking”

suiting their needs and preferences

0

5

10

15

20

25

Occupation

Student

Homemaker

Employed for Wages

Any Other

04-01-2015 12RituRaj, AXIS BANK

As the survey was more on the awareness of Financial products of Axis Bank so through this I

found that only accounts are more popular among the customers, Loans, investments and

insurances should be promoted more.

The bank and its customers have a long term relationship. Axis Bank has the tendency to

retain its customers at any cost .They believe that the old customer is more profitable instead

of a new one that’s why they try to maintain good and long term relations to their customers.

The accounts of Axis bank (Saving and Current) provide greater flexibility

The bank should focus on mass banking in order to increase their market share. They should

launch products which are within the reach of the lower middle class.

04-01-2015 13RituRaj, AXIS BANK

Mostly, service class people prefer Axis Bank in comparison to business class and students

thus it needs to promote its products and services that are offered mainly for the business

class people and students as these two classes are the major users of banking services.

More number of training and educational products should be included in the bank..

04-01-2015 14RituRaj, AXIS BANK

This project helped me a lot in understanding the various products of the bank especially the

investments and insurance products, through this I also learned about the various term plans

in the bank.

I also learnt the various operational activities in the bank, like basic transactions through

finnacle.

Customer expectations are very important in today’s scenario, marketer’s design their

products keeping in mind the needs and desire of the customers. I also learnt about the

various customer behaviour and dealing with them.

04-01-2015 15RituRaj, AXIS BANK

04-01-2015RituRaj, AXIS BANK 16