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Marketing strategies for enhancing the debit base of J&K Bank

A PROJECT REPORT ON Marketing strategies for enhancing the debit card base of J&K Bank

Submitted to Punjab Technical University Jalandhar FOR PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF MASTERS IN BUSINESS ADMINSTRATION SUBMITTED BY MAFOOZ ILAHI ROLL NO: 1172945

CHANDIGARH BUSINESS SCHOOL, GHARUAN, MOHALI 2011-2013


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Marketing strategies for enhancing the debit base of J&K Bank

INDEX
Acknowledgement Declaration Executive Summary Introduction Profile

Research Objective Introduction to the J&K Bank Credit Cards Debit Cards Point of Sale Machine E-Banking Mutual Funds

Questionnaire Research Methodology Finding and Analysis Recommendations

Marketing strategies for enhancing the debit base of J&K Bank

Bibliography

EXECUTIVE SUMMARY
In few years JAMMU & KASHMIR BANK financial services has emerged as a tool for ensuring ones financial well-being. P.O.S machines, CREDIT cards, DEBIT cards etc. have helped families tap into the success of Indian industries. As information and awareness is rising more and more people are enjoying the benefits of investing in mutual funds and using various services. The trick for converting a person with no knowledge of services to a profitable customer is to understand which of the potential customers are more likely to buy credit card,
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Marketing strategies for enhancing the debit base of J&K Bank

POS machine, debit card and to use the right argument in the sales process that customers will accept as important and relevant to their decision.

This project gave me a great learning experience and at the same time it gave me enough scope to implement my marketing ability in the sale of the services offered by the bank. This report will help to know about the various financial services offered by the J&K bank and the people response to them. The report throws some light on some factors that lead to the preference of J&K bank services over other banks. I hope the research findings and conclusions will be of use.

INTRODUCTION TO THE INDIAN BANKING SYSTEM


The Indian Banking system has a large geographic and functional coverage. Presently the total asset size of the Indian banking sector is US$ 270 billion with a branch network exceeding 66,000 branches across the country. Revenues of the banking sector have grown at 6 per cent CAGR over the past few years to reach a size of US$ 15 billion. While commercial banks cater to short and medium term financing requirements, national level and state level financial institutions meet longer-term requirements. This distinction is getting blurred with commercial banks extending project finance. The total disbursements of the financial institutions in 2001 were US$ 14 billion.

BANKING
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Marketing strategies for enhancing the debit base of J&K Bank

Banks are the institutions where those who have some savings can keep their money in the form of deposits & those who need money borrow money on payment of interest with

certain conditions that assure recovery of the borrowed money. The rate of interest charged by the bank from its borrower is usually higher than what it pays to the depositor. In addition to the safe money keeping of depositor and money lending to the borrower a bank also helps people in many kinds of money transactions. In brief the main functions of bank are: Receiving money from the depositors Lending money on demand Transferring money from one place to another Receiving payment for public utility services such as telephone bills, house tax etc Renting safe deposits locker for safe custody of valuables Helping travellers and tourist by providing travellers cheques and foreign currency etc. The various types of account provided by the bank are as follows: Saving account Current account Term or fixed deposits
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Marketing strategies for enhancing the debit base of J&K Bank

Recurring deposits

PROFILE
Incorporated in 1938 as a limited company. Governed by the Companies Act and Banking Regulation Act of India. Regulated by the Reserve Bank of India and SEBI. Listed on the National Stock Exchange (NSE) and Bombay Stock Exchange (BSE) 53 percent owned by the Government of J&K. Rated "P1+" by Standard and Poor- CRISIL connoting highest degree of safety. Four decades of uninterrupted profitability and dividends.

HISTORY OF J&K BANK

Jammu & Kashmir bank was founded on October 1, 1938 and it commenced business from July 4, 1939. The Jammu and Kashmir bank limited has been the first of its nature and composition as a state owned bank in the country. The bank was established as a semi state bank with participation in capital by state and the public under the control of state government.

Marketing strategies for enhancing the debit base of J&K Bank

The bank had to face serious problems at the time of independence when out of its total of ten branches two branches of Muzaffarabad and Mirpur fell to the other side of the line of control ( now Pak occupied Kashmir) along with cash and other assets. Following the extension of central laws to the state of Jammu & Kashmir, the bank was defined as a government company as per the provisions of Indian Companies Act, 1956.

Today J&K bank is one of the fast growing banks in India with the network of more than 539 branches/ offices spread across the country offering world class banking products/ services to its customers. The bank recently bagged three very prestigious awards for following fair business practices and commitment to social obligations

MISSION OF THE BANK


Mission have been set to remain financially strong, sound, growth oriented and profitable bank with main focus towards providing convenient, reliable, cost -effective and personalized services to all its customers and to become globally competitive and foray into new sectors compatible with the business of banking. The key objective of the bank shall be to provide Value Maximization to all its shareholders that are customers and employees. The bank shall also further strive to strengthen its national presence and adopt developmental role in the country with a particular emphasis on J&K Bank.

VISION OF THE BANK

Marketing strategies for enhancing the debit base of J&K Bank

The vision of the bank is to be financially sound, profitable, growth and technology oriented bank committed to buildings and maximizing sustainable value for all its shareholders, customers and employees. In its endeavor to attain the goal visualized, the bank is laying maximum emphasis on the effective system of corporate governanc e, with the view to improve companys image, efficiency, effectiveness, and satisfying the public expectations of fairness and ethical conduct.

The new identity of J&K Bank is a visual representation of the banks philosophy and business strategy. The three colored squares represent the regions of Jammu, Kashmir & Ladakh. The counter form is created by the interactions of the squares is a falcon with outstretched wings-a symbol of power and empowerment .The synergy between the three regions propels the bank towards new horizons. Green signifies growth and the renewal, Blue represents stability and unity and Red represents energy and power. All these attributes are integrated and assimilated in the white counter form

UNIQUE CHACTERISTICS OF THE BANK


Private sector Bank despite government holding 53 per cent of equity. Sole banker

and lender of last resort to the Government of J&K. Plan and non -plan funds, taxes and non-tax revenues routed through the bank. Salaries of Government officials disbursed by the Bank. Only private sector bank designated as agent of RBI for banking.

Marketing strategies for enhancing the debit base of J&K Bank

Carries out banking business of the Central Government.

HIGHLIGHTS
The fastest growing bank with 439 branches across the country. Over 98% of the business computerized Internet banking, SMS and mobile banking provided. Anywhere banking, telebanking and swift banking provided. ATMs connected globally to all master networked ATMs.

Mobile ATM services available first of its kind in northern India. JK Bank global access debit card cirrus and maestro enabled. Own credit card.

CUSTOMER SERVICES
The Bank continued its emphasis on maintaining high standards of services to its customer. In this direction the Bank introduced various hi-tech and customer friendly products during the year, providing value added service to achieve customer satisfaction. Customer complaints received are dealt promptly and expeditiously. The Bank is a member of the Banking codes and Standards board of India and has adopted Code of Banks commitment to customer, a voluntary code of providing protection and Right to know to the customer. The Bank has
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Marketing strategies for enhancing the debit base of J&K Bank

established a 24 x 7 help desk address customer queries and the desk is slated to be converted into a full-fledged call center in 2007-08. The Bank is keenly pursuing for ISO 9000 certification for its customer service.

RESEARCH OBJECTIVES
To attract the more and more customers towards the debit card service. To find out the reasons,why less customers use debit card service.

INTRODUCTION TO FINANCIAL SERVICES DEPARTMENT OF THE J&K BANK


FINANCIAL SERVICES DEPARTMENT OF THE J&K BANK
The Financial Services Department of Zonal Office Jammu has the responsibility of coordinating between the branches customers head office (CHQ, SRINAGAR).The department deals with all third party products and markets them through its respective branches.

The Department deals with:

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Marketing strategies for enhancing the debit base of J&K Bank

1. Insurance: (J&K bank ties up with METLIFE for life insurance & BAJAJ Allianz for non-life insurance.) 2. Debit cards 3. Credit cards 4. POS machine 5. Mutual Funds 6. E-banking

INTRODUCTION TO DEBIT CARD/ATM CARD


DEBIT CARD
A debit card (also known as a bank card or check card) is a plastic card that provides the cardholder electronic access to his or her bank account/s at a financial institution. Some cards have a stored value with which a payment is made, while most relay a message to the cardholder's bank to withdraw funds from a designated account in favour of the payee's designated bank account. The card can be used as an alternative payment method to cash when

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Marketing strategies for enhancing the debit base of J&K Bank

making purchases. In some cases, the cards are designed exclusively for use on the Internet, and so there is no physical card.

In many countries the use of debit cards has become so widespread that their volume of use has overtaken or entirely replaced the check and, in some instances, cash transactions. Like credit cards, debit cards are used widely for telephone and Internet purchases.

However, unlike credit cards, the funds paid using a debit card are transferred immediately from the bearer's bank account, instead of having the bearer pay back the money at a later date.

Debit cards usually also allow for instant withdrawal of cash, acting as the ATM card for withdrawing cash and as a check guarantee card. Merchants may also offer cash back facilities to customers, where a customer can withdraw cash along with their purchase.

FEATURES OF DEBIT CARD:


Pin Based -Maestro / Cirrus Debit Card. Provides online access to savings or current account. Accepted at all domestic as Well as International MasterCard, Maestro, Cirrus Enabled ATM's and Point Of Sale locations. Accepted at National Financial Switch (NFS) ATM's. No Transaction Fee at JK Bank ATM's.

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Marketing strategies for enhancing the debit base of J&K Bank

No Transaction Fee on purchases.

DETAILS OF CARDS OFFERED BY J&K BANK Salient Features


Pin Based- Maestro/Cirrus Debit Cards Provides online access to savings or current account Accepted at all Domestic as Well as International MasterCard TM, Maestro TM, Cirrus TM, ATMs and Point Of Sale locations

Enabled

Accepted at National Financial Switch (NFS) ATMs No Transaction Fee at JK Bank ATMs No Transaction Fee on Purchases

Empowerment Credit Cards Customer Benefits


20-25 day credit Free Period Revoloving Credit Facility on paying of minimum payment due in the same billing periods Hassle free credit facility at competitive rate of interest
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Cash withdrawal facility upto 20% of total credit limit Loyalty programme MasterCard SecureCodeTM enabled Credit Cards J&K Bank MasterCard Credit Card. This service through a simple checkout process confirms your identity when we make purchase on internet.

24 Hours Customer Assistance at JK Bank HelpDesk

Types of Cards

Blue Empowerment Card Silver Empowerment Card Gold Empowerment Card

Acceptability

All Merchant Establishments like shops who honor MasterCard Credit Cards.

All ATM's which accept MasterCard Credit Cards.

Eligibility

Annual Income
For Salaried -Above 80,000.00 1,50,000.00

For Self Employed -Above

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Marketing strategies for enhancing the debit base of J&K Bank

Documentation

Income Proof Address Proof Identity Proof

Credit Limits

Blue Empowerment Card- Upto Silver Empowerment Card-Upto Gold Empowerment Card-Upto 1,00,000.00

25,000.00 50,000.00

Rate of Interest Annual Fee Renewal Fee Add-on Card Fee Late Fee One Time Password(OTP) for IVR transactions

2.25% per month

300

250

150

100

Effective January 1, 2011, as mandated by Reserve Bank of India (RBI), Credit-Cardissuing Banks in India have introduced an additional measure of security for IVR

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transactions (Interactive Voice Response transactions are those transactions which are made over the phone where certain CreditCard details are to be entered into an automated system in order to make payment to a merchant for the purchase of goods/services) through their Credit Cards the OTP (One Time Password) generation.

What is an OTP?
An OTP is a six-digit code, valid for a limited period from the time of placing a request for it. You will need to obtain an OTP before every IVR payment transaction.

Questionnaire NAME: ____________________________________________


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Marketing strategies for enhancing the debit base of J&K Bank

ADDRESS:__________________________________________ ___________________________________________________ CONTACT NO.:_____________________________________ E-MAIL ID:_________________________________________ OCCUPATION:______________________________________

1. Do you know about DEBIT/ATM card?


a. YES b. NO

2. If NO,then what is the reason?


a. Less Marketing c. Not Intersted b. Personal Interaction d. Specify.

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Marketing strategies for enhancing the debit base of J&K Bank

3. Do you have any DEBIT/ATM card?


a. YES b. NO

4. If NO,would you like to use it?


a. YES b. NO

5. If NO,what is the reason?


a. Prices c. Awareness b. Usability d. Other

6. Are you satisfied with the charges of DEBIT/ATM card?


a. YES b. NO

7. Do you want your favorite picture on your DEBIT/ATM card?


a. YES b. NO

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Marketing strategies for enhancing the debit base of J&K Bank

8. Which are the disadvantages of DEBIT/ATM card below answer?


a. The number of ATM is not enough b. The maximum withdraw amount is limit c. The screen of ATM is too easy to let the people see d. Other

9. If the card is embezzled?Who should compensate for it?


a. Bank c. Other b. The owner of the card

10. How do you most prefer to pay for the purchase?


a. By cash c. CREDIT card b. DEBIT/ATM card d. Internet Banking

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Marketing strategies for enhancing the debit base of J&K Bank

11. For what purposes you used your DEBIT/ATM card?

a. Money Transaction
c. Shopping

b. Online Purchasing
d. Ticket Reservation

12. Do you trust your DEBIT/ATM card security?


a. YES b. NO

13. How often you use your DEBIT/ATN card for payments?
a. Less than 3 times in a month c. 7-10 times in a month b. 3-6 times in a month d. More than 10 times

14. Do you feel comfortable while giving your DEBIT/ATM card to someone else for the payment?
a. YES b. NO
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Marketing strategies for enhancing the debit base of J&K Bank

15. Why do you like to use your DEBIT/ATM card?


a. Fast Payment c. Security b. Convience d. Other

16. How much maximum amount you would prefer to pay through DEBIT/ATM card?
a. Less than 1000 c. 3000-10000 b. 1000-3000 d. More than 10000

17. At present can you do without an DEBIT/ATM card?


a. YES b. NO

18. If YES,How?
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Marketing strategies for enhancing the debit base of J&K Bank

a. Because you are using E-Banking b. Because you are using cheques for transactions c. Because you are not aware about DEBIT/ATM card d. Other

19. If NO,Why?
a. Because it is fastest technology b. Because it reduces your time of transaction c. Because it is easy to use d. Because it is safe process

OBJECTIVES OF THE STUDY


The main objectives are:

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To find out the factors which are responsible for unawareness or rejections about J&K debit cards. To check the satisfaction level of the preferred and classic customers regarding debit cards. To analyse the effective strategies of jk bank our debit cards.

RESEARCH METHODOLGY:
Primary Objective:
To finding out the factors which are responsible for unawareness or rejections about J&K debit cards.This was done by interacting with people through the medium of Questionnaires and Direct interviews being taken in some cases. The satisfaction greatly depends on the quality of service, the interests being provided on various banking facilities and the payback period for taking any sort of loan. One of the important factors affecting customer expectations is the presence of on-line banking facility being incorporated by the bank in its very basic functioning infrastructure.

The project helped in developing an insight about the Actual level of satisfaction and the Expected level of satisfaction. The various grievances that came forwarded during the survey and the various things which the customers wanted the bank to incorporate in
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Marketing strategies for enhancing the debit base of J&K Bank

its structure is attached in the report afterwards in the form of Recommendations. Through the project, the competitive strategies being followed by other banks were also analyzed.

Sampling Technique:
The problem definition can be said to be the quite essential part of the research process; as it determines precisely, what the managerial problem is and the type of information that the research can generate to help the problem before conducting the field work. It is better to decide upon the method/technique of data collection. Generally, there are two techniques of data collection: 1. Census technique 2. Sample technique or convenient sampling A census is a complete enumeration of each and every unit of population where as in a sample only a part of the universe is studied and conclusion about the entire universe is drawn about that basis. The census method is costlier and more time consuming as com-pared to sampling method but the result are near representatives than sample method. The availability of resources, time factor degree of accuracy desire and scope of the problem enable us to apply sample technique.

DATA COLLECTION
The objectives of the project are such that both the primary and secondary data is required to achieve them. So both primary and secondary data was used for the project. The
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mode of collecting primary data is questionnaire mode and sources of secondary data are various magazines, books, newspapers & websites etc.

1. Primary Data:
The primary data was collected to measure the customer satisfaction regarding J&K bank debit cards. The primary data was collected by means of direct personal interview method through structured questionnaire and analysis was done on the basis of response received from the customers. The questionnaire has been designed in such a manner that the customers satisfaction level can be measured and consumer can enter his response easily

2. Secondary Data:
The purpose of collecting secondary data was to achieve the objective of studying the factors which are responsible for unawareness or rejections about J&K debit cards.

Sampling Design:
It is very difficult to collect information from every member of a population. As time and costs are the major limitations that the researcher faces.

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Marketing strategies for enhancing the debit base of J&K Bank

Sampling Method:
Our sample consisted of 100 personal interviews. We structured our personal interviews on the basis of a sample random sample.

Sample size:
Because of the various constraints imposed on our project work, especially time and cost, our sample size was limited to 100. This also enabled us to obtain an equal number of respondents in each stratum

Sampling plan:
The research was conducted mainly at the branch and further we met certain customers personally at their offices after getting the proper references.

Questionnaire design:
We designed our questionnaire based on the information acquired from our background research. We also used our own personal judgment when determining which type of questions might be the most applicable to the information we were trying to obtain. The questionnaire consisted of 19 questions with options against each and one open ended question; at the end, for suggestion.

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In designing the format of our questionnaires, we used the standard procedure to formulate a questionnaire.

Collection procedure: Personal interviews were conducted using individual questionnaire for each
respondent. The responses were recorded directly onto each questionnaire.

Tools of analysis:
After collecting the data has been analyzed through various statistical tools and techniques. The unwisely data should necessarily be condensed into few manageable groups and tables for further analysis. Thus it helps to classify the raw data into some purposeful and usable categories. The tools used are tables and pie charts.

Limitations of the Study


It is said, Nothing is perfect and there would be few shortcomings in this project also. Sincere efforts have been made to eliminate discrepancies as far as possible but few would have remained due to limitations of the study. Time seemed to be our most limited resource. To conduct a comprehensive research project in a two month period is difficult. The absence of appropriate funding limited the extent of our study. With addition-al financial resources, the scope of our study could have been enlarged, resulting in a more representative study.

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Marketing strategies for enhancing the debit base of J&K Bank

Interviewer bias could not be avoided as in case of many surveys open ended questions involve the use of probing techniques that increase interviewer bias. However, as our study did not use many open ended questions, the extent of the bias was reduced. Some of the respondents gave ambiguous replies for certain questions or omit-ed the responses to some of them. The interpretation of such responses become-s difficult and could generate wrong result.

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FINDINGS AND ANALYSIS 1. Do you know about DEBIT/ATM card?

No 6% Other 3%

Yes 91%

Analysis:- Above diagram shows the position of the J&K bank in the market where 91% people out of 100 people may know about the debit cards service products of J&K Bank whereas, 6% people and 3% people doesnt know or doesnt have an exactly about debit cards of J&K Bank.
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2. If NO,then what is the reason?

Other 10%

Less Marketing 5%

Lack in Personal Interaction 5%

Not Interested 80%

Analysis:- Above diagram shows the reason of not having or preferring the J&K Bank debit cards which shows the bank failure in exposing or creating awareness about their products. Under a survey I find that mostly people doesnt have an interest in our products whereas 80% and 10% people doesnt have our card because of our less marketing and lack in personal interactions respectively. Rest 10% have many other factors..
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3. Do you have any DEBIT/ATM card?


no 22%

yes 78%

Analysis:- According to survey,78% people out of 100 people have debit cards and remaning 22% does not have debit cards.

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4. If NO,would you like to use it?

no 19%

other 7%

yes 74%

Analysis:- Above diagram shows that 74% of people out of 100 people wants to use debit cards service,19% of people out of 100 people doesnt want to use that service and remaning 7% are others.

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5. If NO,what is the reason?

Other 24%

price 23%

awareness 32%

usability 21%

Analysis:- According to the diagram,32% people out of 100 people are not aware about the debit card sevices,23% people and 21% people out of 100 people are not using debit card services because of price and usability respectivetively.24% people are others.

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Marketing strategies for enhancing the debit base of J&K Bank

6. Are you satisfied with the charges of DEBIT/ATM card?

not satisfied 32%

0%

satisfied 68%

Analysis:- This diagram depicted that out of every 100 people who having an debit cards mostly 68% holders are satisfied with the charges whereas 32% holders are not satisfied with the charges of debit cards.

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Marketing strategies for enhancing the debit base of J&K Bank

7. Do you want your favorite picture on your DEBIT/ATM card?

No 38% Yes 62%

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Analysis:- Above diagram shows that 62% card holder out of 100 people want there favorite picture on there debit cards 38% holders doesnt want there favorite picture on there debit cards.

8. Which are the disadvantages of DEBIT/ATM card below answer?

The no. of 0% atm is not enough 13%

other 0%

The max. withdraw amount is limit 87%

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Analysis:- From the above diagram, I may analyze that 87% of people out of every 100 people thinks that the max. withdraw amount is limit and 13% people think that the the no. of atm is not enough.

9. If the card is embezzled?Who should compensate for it?

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Marketing strategies for enhancing the debit base of J&K Bank

owner 12%

other 9%

bank 79%

Analysis:- After an survey, I questioned 100 people about the debit cards from those79% people says that bank should be responsible for card embezzed 12% peoples says that owner should be responsible. 9% are others.

10. How do you most prefer to pay for the purchase?


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credit card 20%

internet banking 7%

atm card 12%

by cash 61%

Analysis:- Out of 61 people of every 100 person prefer to pay for purchase by cash, 20% of people prefer to pay through credit,12% through atm card and only 7% prefer to purchase through internet banking.

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11. For what purposes you used your DEBIT/ATM card? shopping 13% ticket reservation 6%

online purchasing 21%

money transaction 60%

Analysis:- Above graph shows that, 60% people of out 100 peoples have debit cards for the pupose of money transaction whereas 21% people use for the purpose of online purchasing.13% people and 6% people use for the purpose of shopping and ticket reservation respectively.

12. Do you trust your DEBIT/ATM card security?


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Marketing strategies for enhancing the debit base of J&K Bank

No 37%

Yes 63%

Analysis:- Above graph shows that, 63% of people out of 100 people have a trust on debit cards security and remaining 37% doesnt have trust on debit cards security.

13. How often you use your DEBIT/ATN card for payments?
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Marketing strategies for enhancing the debit base of J&K Bank

7-10 times in a month 11%

more than 10 times 4%

less than 3 times in a month 33%

3-6 times in a month 52%

Analysis:- According to the survey,52% people out of 100 people use their debit cards 3-6 times in a month whereas 33%,11% and 4% use their debit cards less than 3 times in a month,7-10 times in a month and more than 10 times in a month respectively.

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Marketing strategies for enhancing the debit base of J&K Bank

14. Do you feel comfortable while giving your DEBIT/ATM card to someone else for the payment?

No 50%

Yes 50%

Analysis:- This diagram shows that out of every 100 peoples, 61% of people of total are not feeling comfortable while giving the debit card for someone else whereas 39% of people of total are feeling comfortable.

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Marketing strategies for enhancing the debit base of J&K Bank

15. Why do you like to use your DEBIT/ATM card?

other 4%

security 22%

fast payment 11% conveince 63%

Analysis: - 63% people out of 100 people like debit cards because it is conveince,22% like because of security reason,11% like because of fast payment and 4% are others.

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16. How much maximum amount you would prefer to pay through DEBIT/ATM card?

3000-10000 more than 10000 22% 12%

less than 1000 23%

1000-3000 43%

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Marketing strategies for enhancing the debit base of J&K Bank

Analysis:- After the survey,I concluded that 43% of people out of 100 people prefer to pay 10003000 through debit card,23% people prefer less than 1000 ,22% and 12% people prefer to pay 300010000 and more than 10000 through debit cards.

17. At present can you do without an DEBIT/ATM card?

yes 32%

No 68%

Analysis:- According to the survey of 100 people,68% people say that thay cannot do without debit cards and remaining 32% can do without debit cards.
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18. If YES,How?
because of Ebanking 11%

not aware about debit cards 6%

other 18%

using cheque service 65%

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Marketing strategies for enhancing the debit base of J&K Bank

Analysis:- According to diagram 65% people using cheque service,11% using E-banking,6% are not aware about debit card services and 18% are others.

19. If NO,Why?

safe process 36%

fastest technology 44%

easy to use 10%

saves times 10%

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Marketing strategies for enhancing the debit base of J&K Bank

Analysis:- above diagram show that 44% people out of 100 people use debit cards because it is fastest technology,36% people use because of safe process,10% and 10% use because it is easy to use and it saves time respectively.

RECOMMENDATIONS
1. The J&K bank should appoint direct selling agents which has almost become a necessity in modernized banking culture to attract new consumers. 2. J&K bank should device some aggressive marketing strategies to expand its market, for example making association with some great cause or endorsing some celebrity to advertise its various financial services. It can be that Jk bank should use a localpersonality to advertise its products that seems more appealing to the local people. 3. The financial services like debit cards should be advertise in the various branches of the bank & the customers should be made aware of the services via sms and e-mail.

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4. 87% peoples of out 100 peoples wants to increase the withdraw amount limit and remaining 13% doesnt want.If bank increases the withdraw amount limit then it shows the excellent performance on debit card services. 5.After an survey, I questioned 100 peoples about the debit cards from those76% peoples know about debit cards/ATM and 24% peoples dont aware about the bank Debit card Service. Jk Bank shows the good performance on debit card services. 6. 60% peoples of out 100 peoples have debit cards whereas 40% peoples doesnt have debit cards. If bank provide more better service than there may be rise in the holders of debit cards.

7. 59% peoples of out 100 peoples want to use the debit/atm card for the purpose of online purchasing and remanining 39% want to use for the purpose of money transaction,ticket reservation and shopping.

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BIBLOGRAPHY
http://jkbank.net/customerCards.php http://jkbank.net/customerMutualFunds.php http://jkbank.net/cardUsage.php

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