A

PROJECT STUDY REPORT

ON
TRAINING UNDERTAKEN AT

TO STUDY THE CUSTOMER PREFRENCE & ATTRIBUTES TOWARDS SAVING,

CURRENT AND SALARY ACCOUNT OF HDFC BANK AND COMPARE WITH ITS
COMPETITORS
A PROJECT REPORT SUBMITTED IN PARTIAL FULFILMENT OF THE DEGREE
OF
POST GRADUATE DIPLOMA IN MANGEMENT (MARKETING)
BY
PRIYA KHARE
(ROLL NO.B1M-31)
UNDER THE GUIDENCE OF
MRS. SHRIPADA PATIL
A STUDY CONDUCTED FOR HDFC BANK LIMITED

AT
INDIRA SCHOOL OF BUSINESS STUDIES,
TATHWADE, PUNE

ABOUT HDFC BANK

The Housing Development Finance Corporation Limited (HDFC) was amongst the first
to receive an in principle approval from the Reserve Bank of India (RBI) to set up a
bank in the private sector as part of the RBIs liberalization of the Indian Banking
Industry in 1994.the bank was incorporated in August 1994 in the name of HDFC Bank
Limited with its registered office in Mumbai, India. HDFC Bank commenced operations
as a Scheduled Commercial Bank in January 1995.
HDFC Bank mission is to be a world class Indian bank. The objective is to build sound
customer franchises across distinct business as to be the preferred provider of banking
service for target retail and wholesale customer segment and to achieve healthy growth in
profitability, consistent with bank risk appetite. The bank is committed to maintain the
highest level of ethical standard, professional integrity .corporate governance and
regulatory compliance.HDFC Banks business philosophy is based on four core values.
Operational Excellence
Customer focus
Product leadership
People

HDFC BANK OFFERS ITS PRODUCT IN VARIOUS CATEGORIES

LIKEWISE:CATEGORIES OF SAVING ACCOUNT IN HDFC BANK
A. Accounts & Deposits
- Regular Savings Account
- Savings plus Account
- Savings Max Account
- Kids Advantage Account
- Family saving group
- Pension Saving Account
FEATURES AND ADVANTAGES

Since HDFC Bank is the largest profit yielding bank among the other private
sector banks, customer are attracting towards it.

Customer reaching to the HDFC Bank is of high profile and well educated so it
become easier for the employees to make them aware about the product feature
and formalities.
This advantage also helps the employees to convince customer for
further investments.

Net Banking, Phone Banking, , Anywhere Banking etc. are the major facilities
provided by the bank to its customers.

HDFC Bank focuses on quality if customer rather than quantity.

In HDFC Bank, the main emphasis is on retaining the customer forever.

Every branch of HDFC Bank is well furnished and fully air conditioned with
latest technologies.
DRAWBACKS

The policy of Bank is such that it is beyond the reach of low profile i.e. low
profile people cannot operate this bank.

Instead of opening its branches on every two kilometer range it should focus on
urban and Semi-Urban areas.

CATEGORIES OF SALARY ACCOUNT IN HDFC BANK

- Payroll Salary Account
- Classic Salary Account
- Regular Salary Account
- Premium Salary Account
- Defense Salary Account
HDFC Bank has provided various facilities to the public sector employees in comparison
with SBI.
Likewise for BHEL (BHARAT HEAVY ELECTRICAL LIMITED)

Zero Balance Account for BHEL Employees and their Family

Lifetime free credit card

DE mat services free

500000 Insurance Cover

Withdrawal limit 100000 per day

These are some facilities been provided by HDFC BANK which are not been provided by
other PSU Banks.
HDFC wanted to implement strategy in order to have salary relationship of public sector
units like BHEL.But to have it will require lot of awareness of HDFC Offerings and
better customer Services.
Even in HDFC Bank the facility like for salary account once the salary is been credited to
the account holder account the bank itself give the salary to the individual account of the
employees of the company.
ADVANTAGES
We offer the corporate salary account, which allow employer to make salary payments to
a group of employees with a single transfer. We then transfer the fund into the employees
individual account and offer them prefer services, such as preferential loan rates, and in
some cases lower minimum balance requirement. This account constituted approximately
45% of our total retail saving account by number and approx. 34 % of our retail saving
deposit by value.
CATEGORIES OF CURRENT ACCOUNTS IN HDFC BANKS
- Plus Current Account
- Trade Current Account
- Premium Current Account
- Regular Current Account
- Apex Current Account
- Max Current Account
- Reimbursement Current Account
OTHER PRODUCTS AND SERVICES AT A GLANCE
Loans

- Personal Loans

- Home Loans

- Two Wheeler Loans

- New Car Loans

- Used Car Loans

- Overdraft against Car

- Express Loans

- Loan against Securities

- Loan against Property

- Commercial Vehicle Finance

- Working Capital Finance

- Construction Equipment Finance

- Offers & Deals

- Customer Center

Investments & Insurance

- Mutual Funds

- Insurance

- Bonds

- Financial Planning

- Knowledge Centre

- Equities & Derivatives

- Mudra Gold Bar

. Forex Services

- Trade Finance

- Travelers Cheques

- Foreign Currency Cash

- Foreign Currency Drafts

- Foreign Currency Cheque Deposits

- Foreign Currency Remittances

- Cash to Master

- ForexPlus Card

Payment Services

- Net Safe

- Prepaid Refill

- Bill Pay

- Direct Pay

- Visa Money Transfer

- E-Monies Electronic Funds Transfer

- Excise & Service Tax Payment

Access Your Bank

- One View

- Insta Alerts

- Mobile Banking

- ATM

- Phone Banking

- Branch Network

. Cards

- Silver Credit Card

- Gold Credit Card

- Woman's Gold Credit Card

- Platinum plus Credit Card

- Titanium Credit Card

- Value plus Credit Card

- Health plus Credit Card

- HDFC Bank Idea Silver Card

- HDFC Bank Idea Gold Card

- Compare Cards

- Transfer & Safe

- Track your Credit Card

Get More from Your Card

- Offers & Savings

- My Rewards

- Insta Wonders

- Add-On Cards

- Credit Card Usage Guide

- Easy EMI

- Net safe

- Smart Pay

- Secure Plus

- My City Benefit Card

- Debit Cards

- Easy Shop International Debit Card

- Easy Shop Gold Debit Card

- Easy Shop International Business Debit Card

- Easy Shop Womans Advantage Debit Card

- Prepaid Cards

- Forex Plus Card

- Kisan Card
I. Customer Centre

- Offers & Deals

- Winners of Contests & Promotions

2. WHOLESALE BANKING
A. Corporate

Funded Services

Non Funded Services

Value Added Services

Internet Banking

B. Small & Medium Enterprises

Funded Services

Non-Funded Services

Specialized Services

Internet Banking

C. Financial Institutions & Trusts

Banks

Financial Institutions

Mutual Funds

Stock Brokers
ABOUT AXIS BANK

Axis Bank was the first of the new private banks to have begun operations in 1994, after
the Government of India allowed new private banks to be established. The Bank was
promoted jointly by the Administrator of the specified undertaking of the Unit Trust of
India (UTI - I), Life Insurance Corporation of India (LIC) and General Insurance
Corporation of India (GIC) and other PSU insurance companies, i.e. National Insurance
Company Ltd.
The New India Assurance Company Ltd. the Oriental Insurance Company Ltd. and
United India Insurance Company Ltd. The Bank today is capitalized to the extent of Rs.
358.56 crores with the public holding (other than promoters) at 57.60%
.
The Banks Registered Office is at Ahmadabad and its Central Office is located at
Mumbai. Presently, the Bank has a very wide network of more than 701 branch offices
and Extension Counters. The Bank has a network of over 2854 ATMs providing 24 hrs a
day banking convenience to its customers. This is one of the largest ATM networks in the
country.
The Bank has strengths in both retail and corporate banking and is committed to adopting
the best industry practices internationally in order to achieve excellence.
Axis bank offers its services majorly in four parts:
A. Personal
B. Corporate
C. NRI
D. Priority banking
Personal Axis bank offers various services for individual domestic customers, which
includes services like

1. Accounts
2. Deposits
3. Loans
4. Cards
5. Forex.
6. Investments
7. Insurance
8. Payments
9. Other services
1. The accounts offered by axis bank for its customers are:

ACCOUNT
Zero balance saving account.
Easy access saving account.
Prime saving account.
Salary power.
Power salute.
Senior citizens account.
Womens saving account.
Ngo saving account.
Pension saving account.

DEPOSITS
Fixed deposit.
Recurring deposit.
Encash 24.
Tax saver fixed deposit.
LOANS
Home loan.
Personal loan.
Loan against property.
Loan against security.
Car loan.
Study loan.
Consumer loan.
ABOUT ICICI BANK
ICICI Bank is the second largest bank in the country. ICICI bank began its retail-banking
venture in mid-1999. By January 2000, it had moved on to introducing home loans, car
loans, personal loans and credit cards.
Realizing the need for a bigger retail deposit base, the bank started building a branch and
an ATM network. The acquisition of Bank of Madurai is March 2001 added 263branches;
many of them in cities where ICICI bank did not have a presence.

The merger of the erstwhile financial institution ICICI limited with the bank in April2002
gave it a ready-made corporate clientele. The flip side was that ICICI bank had Rs.10,
000 crore of restructured assets for which it had to make provisions.
ICICI Bank has total assets of Rs. 3,997.95 billion (US$ 100 billion) at March 31,
2008and profit after tax of Rs. 41.58 billion for the year ended March 31, 2008. ICICI
Bank is second amongst all the companies listed on the Indian stock exchanges in terms
of free float market capitalization. The Bank has a network of about 1,308 branches and
3,950ATMs in India and presence in 18 countries. ICICI Bank offers a wide range of
banking products and financial services to corporate and retail customers through a
variety of delivery channels and through its specialized subsidiaries and affiliates in the
areas of investment banking, life and non-life insurance, venture capital and asset
management. The Bank currently has subsidiaries in the United Kingdom, Russia and
Canada, branches in Unites States, Singapore, Bahrain, Hong Kong, Sri Lanka, Qatar and
Dubai International Finance Center and representative offices in United Arab Emirates,
China, South Africa, Bangladesh, Thailand, Malaysia and Indonesia. Our UK subsidiary
has established branches in Belgium and Germany.
ICICI Banks equity shares are listed in India on Bombay Stock Exchange and the
National Stock Exchange of India Limited and its American Depositary Receipts
(ADRs)are listed on the New York Stock Exchange (NYSE).
CATAGORIES OF SAVINGS ACCOUNT OF ICICI BANK
1)
2)
3)
4)
5)
6)
7)
8)
9)

Saving Account
Special Saving Account
Life plus Senior Citizen Account
Youth Stars Account
Advantage Woman Saving Account
Resident Foreign Currency Account
Rural Saving Account
Peoples Saving Account
Freedom Saving Account

IMPORTANCE TO THE HDFC BANK FROM THIS TOPIC:

The ultimate purpose of giving me this topic was to know about the customers
perceptions about the different products of the bank, how these products can attract
them and how the company can generate maximum profit by convincing them.
LEARNING FROM THE STUDY:

The process of recruitment for Sales Executives of HDFC Bank.

Different products and services provided by the bank.

Customers perception about the different products.

The brand image of the bank.

What are the problems faced by these sales executives daily basis.

How to communicate with the customers.

Different techniques of dealing with the customers.

How to convince and convert a customer into a real customer

OBJECTIVES OF RESEARCH PROJECT:

PRIMARY OBJECTIVES:

To understand the offering from the other banks and their services and products
than compare with HDFC Bank offerings.

Do awareness in the organization through extent i.e. CANOPY, CLUB

ACTIVITY.

To understand the needs and expectation of customer and provide services by

customization.

To open new savings accounts by convincing customers and to promote the

benefits of those which are provided by the bank.

To find the different way of convincing customers.

To study brand image of the bank.

To increase the business of the bank.

RESEARCH METHODOLOGY AND LIMITATIONS

All the findings and conclusions obtained are based on the survey done in the working
area within the time limit. I tried to select the sample representative of the whole group
during my job training. I have collected data from people linked with different
profession.For this type of research, data is collected by both primary as well as
secondary source as the topic is to understand the Salary, saving, current account
relationship which is basically descriptive and exploratory in nature. The research will be
descriptive research. For this purpose of primary data a questionnaire has been prepared.
RESEARCH DESIGN:
Research was initiated by examining the secondary data to gain insight into the
problem. By analyzing the secondary data, the study aim is to explore the short comings
of the present system and primary data will help to validate the analysis of secondary data
besides on unrevealing the areas which calls for improvement.
DEVELOPING THE RESEARCH PLAN
The data for this research project has been collected through self Administration. Due
to time limitation and other constraints direct personal interview method is used. A
structured questionnaire was framed as it is less time consuming, generates specific and
to the point information, easier to tabulate and interpret. Moreover respondents prefer to
give direct answers.
In questionnaires open ended and closed ended, both the types of questions has been
used.
COLLECTION OF DATA
1: Secondary Data: It was collected from internal sources.
The secondary data was collected on
the basis of organizational file, official records, news papers, magazines, management
books preserved information in the companys database and website of the company.

2: Primary data: All the people from different profession were personally visited and
interviewed. They were the main source of Primary data. The method of collection of
primary data was direct personal interview through a structured questionnaire.
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.
1: Sampling Units: Different professionals Chartered Accountants, Tax Consultants,
Lawyers, Business Man, Professionals and House Wives
2 Sample Technique:Random Sampling.
3 Research Instrument: Structured Questionnaire.
4 Contact Method: Questionnaire and Personal Interview.

SAMPLE SIZE:
My sample size for this project was 150 respondents. Since it was not possible to cover
the whole universe in the available time period, it was necessary for me to take a sample
size of 150 respondents.
DATA COLLECTION INSTRUMENT DEVELOPMENT:
The mode of collection of data will be based on Survey Method and Field Activity.
Primary data collection will base on personal interview. I have prepared the questionnaire
according to the necessity of the data to be collected.

FINDINGS

Some customers are not satisfied with the facilities and services which are
provided by HDFC Bank. The customer wants to increase the number of ATMs
and more branches of HDFC Bank in the rural areas.

Customers are not satisfied with the non- maintenance charges of different
products.

The bank has good relation with its customers. The customers are very satisfied
with the relationship manager service provided by HDFC Bank.

The bank and its customers have a long term relationship. HDFC 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 thats why they try to maintain good and

long term relations to their customers.

The accounts OF HDFC bank (both salary & saving) provide great flexibility in

terms of offering.
The accounts of these three banks dont have much difference in terms of features
but when it comes to service providing the HDFC Bank gets an edge because of
their great customer services.
SUGGESTIONS

The bank should also target the small business unit for whom maintenance of the
AQB (Average Quarterly Balance) is not a problem as this segment is not much
penetrated.

Though the bank offer the door step banking once a day this fact is also not
known to many customer or they still do not trust this service whatever the
reason. The bank can popularize this service to gain an edge over nationalized and
co-operative banks

To make people aware about the benefit of becoming HDFC Banks Sales
Executive, following activities of advertisement should be done through

1. Print Media.
2. Hoarding & Banners.
3. Stalls in Trade Fares
4. Distribution of leaflets containing details information.

The bank should provide life time valid ATM card to all its customers.

Minimum balance for savings account should be reduced from Rs 10,000 to Rs

5000, so that people who are not financially strong enough can maintain their
Account properly.

Make people understand about the various benefits of its products.

Company should organize the program in the society, so that people will be
aware about the company and different products of the bank.

Company should open more branches in different cities.

LIMITATIONS
Every work has its own limitation. Limitations are extent to which the process should not
exceed. Limitations of this project are:

The project was constrained by time limit of two months.

Mindset of people may very depending upon their age, gender, income etc.

Getting appointment from the concern person was very difficult.

People mind set about the survey was an obstacle in acquiring complete
information & positive interaction.

Respondents were very busy in their schedule. So it was very time consuming
for them to answer all the questions properly.
Questionnaire

Name.
Address

Gender
...
Age
.. Occupation
1) Which income group do you belong to?
a) Less than 50,000 p.a.
b) 50,000 to 1, 00,000 p.a.
c) 1, 00,000 to 3, 00,000 p.a.
d) 3, 00,000 to 5, 00,000 p.a.
e) More than 5, 00, 000 p.a.

2 .Which banks you are having salary relationship with?

A) S.B.I
B) HDFC
C) PNB
D) ICICI
3. Among government and private banks which one you prefer?
A) Government bank
B) Private bank
4. Do you think by providing better facilities by HDFC Bank the customer will shift
their account from other bank to HDFC?
A) AGREE
B) STRONGLY AGREE
C) DISAGREE
D) STRONGLY DISAGREE
5. Does HDFC Bank always provide the services you required?
A) AGREE
B) STRONGLY AGREE
C) NEUTRAL
D) DISAGREE

6. What problem you face in private bank?

A) SERVICES
B) CHARGES
C) TIMINGS
D) OTHERS
7.
A)
B)
C)
D)

How many times in a month you visit a bank?

1-3 times
4-6 times
6-8 times
More than 8 times

8.
A)
B)
C)
D)

Do Door Step Banking facilities by HDFC Bank will help you to save your time?
AGREE
STRONGLY AGREE
NEUTRAL
DISAGREE

9.
A)
B)
C)
D)

Are you satisfied with the services been provided by PSUS Banks?
AGREE
STRONGLY AGREE
NEUTRAL
DISAGREE

10. What mainly are the reasons for having salary relationship mainly with PSUS
Banks?
A) TOP LEVEL DECISION
B) OLD RELATIONSHIP
C) NOT INTERESTED IN PRIVATE BANKS
D) OTHER
11. Do you have any saving account in HDFC Bank?
A) YES
B) NO
12. In comparison to Public Sector Banks and HDFC, which you will prefer in terms
of facilities and why?
13. Are you satisfied with the services been offered by HDFC bank and why?
-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------