KNOW YOUR CATCHMENT AREA (KYC)

OF

PRESESENTED BY

JINIA BISWAS

PROJECT BRIEF

“ Know Your Catchment Area” involved conducting a thorough survey of areas within two to three kilometres of the Branches assigned for the project work.

Purpose of the project : To find out the scope of business and make a strategic analysis of business potential at branch level.

Data collection : Data collected consisted of : Names of the entities Addresses of the entitities Distance of entities from the branch Average no. of customers per day in case of shops No. of bank A/cs a person holds.

BRANCHES ASSIGNEDKankurgachi Branch (P-182,

Ground Floor, CIT Road, Scheme VI(M), Kolkata 700054)

Salt Lake Branch (AB-3, Sector 1, Salt Lake, Kolkata 700064)

KANKURGACHI BRANCH ANALYSIS

SECTORAL COMPOSITION

APT; 11.67%EDU; 2.67%

DAILY, 13.33%

SERVICES; 4.67%

BANKS; 5.67%

NBFC; 0.67%

ATM; 6.67%MEDICAL; 12.33%SWEETS; 3.00%

TRUSTS; 1.33%

JEWELLERY; 2.67%

FURNITURE; 2.33%

RESTAUR; 3.67%

MOBILE; 2.33%

ELECTRO; 1.00%

RETAIL-L; 3.67%

RETAIL-S; 19.33%

LAUNDRY; 2.33%GOVT BOD; 2.33% MISC; 1.67%

AREA ANALYSIS Apartment, standalone houses and complex(11.67%) Educational Institutions including

schools(primary/secondary), coaching classes(2.67%)

B2C – daily needs-single(13.33%) B2C –other services like travel operators, matrimony,

accounts and audit firms, etc(4.67%) Banks(5.67%) Non-Banking Financial Institutions(NBFCs)(0.67%) ATMs(6.67%) Health Clinic/Medical Stores(12.33%) Sweets and Snacks Shops(3%) Trusts and Associations(1.33%)

Jewellery Stores(2.67%) Furniture Shops(2.33%) Restaurants, coffee shops and juice

bars(3.67%) Mobile connection dealerships(2.33%) Electronics shops and dealerships(1%) Retail stores-Large and Small(3.67% &

19.33% respectively) Laundry Services(2.33%) Government regulated bodies(2.33%) Miscellaneous – Bookstore, Travel bags ,

Lighting and decorations, Beauty parlour(1.67%).

A total of 300 data has been collected.

ANALYSIS

Number of respondents for the survey : 168

Number of Savings A/c holders : 102

Number of Current A/c holders : 66

61%

39%

Classification of A/c holders

Savings A/c-102Current A/c-66

Basically, Kankurgachi is a residential area

Most of the owners of kirana shops and paan shops do not have any Bank Accounts.

Most of the residents are salaried employees, indicating the high number of Savings A/cs.

59%

41%

Presence of Banks

Public-7

Private-10

95%

4% 1%

Number of Current Accounts

SBI-160 IDBI - 6 HDFC - 2

ANALYSIS

State Bank Of India, IDBI Bank and HDFC Bank were the preferred banks for holding Current A/cs. No specific reasons were given by respondents. Yet, a few common responses were :

Less distance between place of business and the bank

State Bank Of India is the most trusted bank in India

IDBI and HDFC ensure faster cheque clearances.

ICICI DENA BANK IDBI UBI

0.49

32%

0.12

0.07

Share of Salary Accounts

ANALYSIS It had been found that 49% of the respondents having Savings

A/c hold Salary A/cs in banks. The rest hold other types of Savings A/cs. ING Vysya can thus tap the working class by providing better Savings A/c Services to them.

Most prefer ICICI Bank , followed by Dena Bank, IDBI Bank and UBI Bank. Many have said that ICICI bank works very fast and takes very less time in processing transactions.

Distance is also a strong factor.

PREFERRED SERVICES FOR SAVINGS A/C HOLDERS

Faster A/c updation Quick Funds Transfer Cheque pickup services

High Interest Customer service0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Percentage of customers preferring various banking services

The respondents were asked to choose any one option in the questionnaire and it has been found that customers prefer quick transfer of funds through NEFT/RTGS facilities the most followed by faster A/c updation through SMS alerts or messages through net banking and A/c statements sent to the A/c holder at regular intervals

PREFERRED SERVICES FOR CURRENT A/C HOLDERS

Fast

er A

/c up

datio

n

Quick

cheq

ue cle

aran

ce

RTGS/

NEFT

rela

ted

serv

ices

Less

Doc

umen

tatio

n

Custo

mer

serv

ice0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Current A/c holders prefer clearance of cheques to other facilities as most of the businessmen engage in day-to-day transactions which may involve drawing cheques of lumpsum amount or receiving payment on timely delivery of goods/services.

SALT LAKE BRANCH ANALYSIS

SECTORAL COMPOSITION

Row Houses64%

Banks3%

ATM2%

Restaurants & Coffee Shops

3%

Education6%

Electron2%

Health2%

Apparels3%

Govt bodies1%

Jewellery1%

Trusts0%

Other serv9% NBFCs

3%

Occupancy

AREA ANALYSIS

Row House(208) Banks(10) ATM(5) NBFCs(9) Restaurants & Coffee Shops(9) Electronics dealerships(6) Educational Institutions(21) Health Clinics(8) Apparels, shoes & accessories(10) Government regulated bodies(3) Jewellery Stores(2) Other services like laundry, courier, beauty parlour ,

gyms(30) Trust & Associations(1) Total of 323 data has been collected.

CATEGORIES OF BANKS IN THE AREA SURVEYED

43%

43%

14%

Occupancy Rate

Private Sector Banks Public Sector Banks Foreign Banks

There are 6 Public Sector Banks including the State Bank Of India , Punjab National Bank, UCO Bank, Dena Bank, UBI and Syndicate Bank,

6 Private Sector Banks namely, ICICI Bank, HDFC Bank, Axis Bank, ING Vysya Bank, South Indian Bank and IDBI Bank and,

2 Foreign Banks , HSBC and Royal Bank Of Scotland.

SURVEY FIGURES

Answered-12539%

Avoided-18256%

Not Applicable-165%

Respondents

Savings A/c Current A/c Both A/cs0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Chart Title

Out of 125 people who responded, 33 respondents own Savings A/c in the areas surveyed around the Salt Lake Branch , 27 respondents own Current A/c and 65 respondents own both the A/cs.

PREFERRED BANKS FOR SAVINGS A/C HOLDERS

29%

26%

42%

4%

Occupancy Rate

Punjab National Bank ICICI Axis Bank South Indian

Out of 98 Savings A/c holders, 28 prefer PNB, 41 prefer Axis Bank, 25 ICICI and 4 South Indian Bank.

Analysis : Axis Bank is preferred the most by the wealthy class engaging

in Axis Bank’s Premium Banking facilities. The reasons given by those who have opted for PNB are zero

initial deposit and minimum balance requirement for Salary A/c and zero charges.

Some prefer ICICI Bank due to its Money Multiplier Facility. The rest prefer South Indian Bank due to distance convenience

and Savings Ac facilities,

PREFERRED BANK FOR CURRENT A/C HOLDERS

UCO Bank SBI Syndicate Bank Punjab National Bank

0.3478

21.74%

0.2826

0.1522

Out of 92 Current A/c holders, 32 hold current A/cs in UCO Bank followed by 20 in State Bank Of India, 26 in Syndicate Bank and 14 in Punjab National Bank.

Analysis : Businesspersons owning shops in and around shopping complex,

City Centre prefer UCO Bank which is nearest to the complex as it saves time and expense of travelling.

Some prefer SBI, Salt Lake as it is the most trusted bank. Syndicate Bank preferred due to RTGS/NEFT services. Some prefer PNB as it provides instant credit of outstation

cheques within a specified amount, free cheque leaves 100 per quarter and 5 free demand drafts and low minimum balance requirement maintenance.

RECOMMENDATIONS Location of the branch should be prominent Even setting up more ING Vysya Bank ATMs might bring the

bank to the notice of people. Promotion through campaigns and setting up kiosks Advertising through different kinds of media Sponsorship in Bengal in Puja festivals Sponsorship of football games in Bengal Online payment gateway for students appearing for competitive

exams Make people aware of its products and services through

advertisement s on the Internet.

LIMITATIONS

Strict instructions from project guide not to mention ING Vysya Bank

Thought of to be sales or insurance agent in Salt Lake Some information related to annual turnover and income are

not true Unnecessary conversation led to waste of time Latest chit fund scams have instilled fear in most people’s

minds, as a result many did not want to divulge bank related information.

http://www.unitedworld.edu.in/

CampusAhmedabad Campus: Karnavati Knowledge Village, A/907,Uvarsad, S.G.Highway, Gandhinagar

Kolkata Campus: Infinity Benchmark Tower 10th Floor, Plot - G1, Block - EP& GP, Sec - V, Salt Lake, Kolkata.

Reg. Office: 407, Zodiac Square, 4th Floor Opp. Gurudwara, S.G. Road, Bodakdev, Ahmedabad.