A

Project Report
On
PERCEPTION OF CUSTOMER SERVICES PROVIDED
BY


Submitted in partial fulfillment of the requirement for
Bachelor of Business Administration (BBA)


SUBMITTED BY
MUNISH SINGH
ROLL NO-3404
PUPIN NO.-17609000833


Under the guidance of
MRS.NEELMA
ASSISTANT PROFESSOR

(FACULTY GUIDE)
PGGC-11

BATCH OF 2012-2013

ACKNOWLEDGEMENT

It is my immense pleasure to present the report titled, PERCEPTION OF CUSTOMER
SERVICES PROVIDED BY AXIS BANK SURVEY OF EMPLOYEES AND
CUSTOMERS AT AXIS BANK.


I gratefully acknowledge the support and favour bestowed upon me by PROJECT
GUIDE: DIXIT GULERIA, SALES MANAGER AND FACULTY MEMBERS for their
valuable guidance, whole hearted cooperation, moral support and practical suggestions
based on the experience to focus with me to fill in the questionnaires patiently.


I shall be failing in my duty if I do not put a word of gratitude and sense of profound
indebtedness to all my family members who not only encouraged me in taking up this
work but have also shared pains at every moment of the work. I have no, hesitation in
admitting that without their support, I would never have been able to complete this work.


I am thankful to numerous scholars and friends who in one way or the other helped me
in completing this work. Last but not the least; I would also like to express my sincere
thanks to other colleagues and trainees at AXIS BANK, PKL. Who provided me with the
necessary congenial atmosphere for the timely completion of my project and for the
encouragement and support throughout the course of training..





CERTIFICATE OF ORIGINALITY

I MUNISH SINGH Roll no. 3404 of batch 2012-2013, am a fulltime bonafide student of
final year of Bachelor of Business Administration (BBA) program of Post Graduate Govt.
College, Sector 11,Chandigarh.


I hereby certify that the project reported titled PERCEPTION OF CUSTOMER
SERVICES PROVIDED BY AXIS BANK submitted in partial fulfillment of the
requirement of the BBA program under guidance of the mentors and is not based on or
reproduced from any existing work of any other person. Further, the project report is not
based on or reproduced from any earlier work undertaken at any time or for any other
purpose and has not been submitted anywhere else at any time.





NAME:MUNISH SINGH

DATE: 4DEC, 2012







INDEX

Acknowledgement
Certificate of Originality
Executive Summary
Introduction to the organization
Companys history
Companys profile
Products of the company
Introduction to Consumer Perception
Consumer Perception
Levels of Complexity
Positive and negative effects
Research Methodology
Objectives of the project
Research methodology
Limitation of the project


SWOT ANALYSIS
Strengths of the organization
Weaknesses of the organization
Opportunites in the organization
Threats in the organization

Analysis and Findings
Project analysis with the help of data collected
Project facts and findings

Conclusions, Suggestions,Recommendation
Conclusions, Suggestions and recommendation
BIBLIOGRAPHY
ANNEXURE






EXECUTIVE SUMMARY

AXIS Bank is one of the leading banks in providing financial services and has achieved
significant growth the same sector. The report contains the organizational study done at
axis bank. The report title PERCEPTION OF CUSTOMER SERVICES PROVIDED BY
AXIS BANK, CHD.


The report gives an overview of the banking Sector and company profile. And analysis
of the customer satisfaction with the services provided and the employees of axis bank
and it also gives an overview on how satisfied are the employees in the organization
and their behavior towards their customers. For this a survey is conducted with the
employees assistance of the axis bank of the customer who visits the branch. A
questionnaire is prepared and is got filled by the bank customers who visits there as
well as the localights availing services of various different bank. After getting the
questionnaire filled by both axis bank customers and the customers of different-different
banks, an analysis is done to know how the employees behave towards their
organization, and the customer and what the customer feel about the services of the
bank, its structure and the behavior of the employees.












CHAPTER 1
INTRODUCTION
Axis Bank Limited, formerly UTI Bank is an Indian financial services firm that had 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),
General Insurance Corporation Ltd., National Insurance Company Ltd., The New India
Assurance Company, The Oriental Insurance Corporation and United India Insurance
Company UTI-I holds a special position in the Indian capital markets and has promoted
many leading financial institutions in the country. The bank changed its name to Axis
Bank in April 2007 to avoid confusion with other unrelated entities with similar name.
After the Retirement of Mr. P. J. Nayak, Shikha Sharma was named as the bank's
managing director and CEO on 20 April 2009.


As on the year ended 31 March 2009 the Bank had a total income of 137.4504 billion
(US$2.74 billion) and a net profit of 18.1293 billion (US$361.68 million)


On 24 February 2010, Axis Bank announced the launch of 'AXIS CALL & PAY on atom',
a unique mobile payments solution using Axis Bank debit cards. Axis Bank is the first
bank in the country to provide a secure debit card-based payment service over IVR.


The Bank's Registered Office is at Ahmadabad and its Central Office is located at
Mumbai. At the end of December 2011, The Bank has a very wide network of more than
had a network of 1,493 domestic branches and extension counters and at end of March
2012 there were 10,000 ATMs 6situated in 971 cities and town. The Bank has loans
now (as of June 2007) account for as much as 70 per cent of the banks total loan book
of 20 trillion. For HDFC Bank, retail assets are around 57 per cent ( 280 billion) of the
total loans as of March 2007.

The Bank today is capitalized to the extent of 4.099 billion with the public holding
(other than promoters and GDRs) at 53.63%. It is also listed in the top 100 most trusted
brands of India in the Brand Trust report.

Axis Bank operates the worlds highest ATM site at Thegu, Sikkim at 13,200 feet above
sea level.
The board of director of axis bank is as follows
Board of Directors

Adarsh Kishore Shikha Sharma


Rama Bijapurkar K. N. Prithviraj


V. R. Kaundinya S. B. Mathur



Prasad Menon Rabhidara bhatacharya



Pro. Samir A.K DAS Gupta






The Corporate Office
Axis bank limited,
Corporate office,
Bombay dyeing mills compound
PandurangbudhkarMarg,
Worti, Mumbai-400 025
Tele- (022)-2425 2525



Registered Office
Axis Bank limited,
TRISHUL thirdfloor,
OPP. Samartheshwar Temple
Nr.Law garden, ellibridge
Ahemdabad-380 006
Mission & Values
VISION 2015:

To be the preferred financial solutions provider excelling in customer
delivery through insight, empowered employees and smart use of
technology

Customer Service and Product Innovation tuned to diverse needs of
individual and corporate clientele.

Continuous technology up gradation while maintaining human values.
Progressive globalization and achieving international standards.
Efficiency and effectiveness built on ethical practices.

Core Values
Customer Satisfaction through
Providing quality service effectively and efficiently
Smile it enhances your face value is a service quality
stressed on Periodic Customer Service Audits
Maximization of stakeholders value.
Success through teamwork, integrity and people.
Leading through innovation to offer world class and competitive products to
customers.
Building long term relationship with customers by creating a world class service
experience through operational excellence and the innovative use of technology.
Have created a customer centered and result focused vision that inspires each
one of our Associates and has their buy in.
Are committed to creating a high performance organization by creating an
environment that allows each our associates to perform at peak. As a result
recognized as an employer of choice.



Awards
Awards & recognition received by the Bank during the Year 2011:

Best Risk Master award - (private sector category) - 'FIBAC 2011 Banking
Awards'
Most Productive Private Sector Bank Award - 'FIBAC 2011 Banking Awards'
Ranked 3rd Strongest Bank in Asia Pacific region by Asian Banker
The CLSA survey on personal banking trends validated again that Axis is the
preferred bank amongst retail consumers.
Best Bond house India - 2011 by Finance Asia

Awards & recognition received by the Bank during the Year 2010:

Euromoney Best Debt House in India
Asiamoney Best Domestic Debt House in India
Financeasia Best Bond House in India
FE Best Banks Award Best New Private Sector Bank, Rank 2
Forbes Fab 50 The Best of Asia-Pacifics Biggest Listed Companies- second
year in a row
The Asset Triple A Country Awards 2010:
Best Domestic Bank, India
Best Domestic Bond House, India.
Business Today Best Bank Awards - Overall Winner & Consistent Performer -
(Large Banks Category)
Business World Best Bank Award- Fastest Growing Large Bank
Ranked No. 1 in "overall experience with bank staff" and "overall branch facilities"
by The Hindustan Times-Mars Survey Report dated, 29th March, 2010

SHAREHOLDER

Share Holding Pattern
As on 31/03/2012
Sr.
No.
Shareholder/ Category Position as on 31/03/2012

No. of shares
held
% shareholding
A Promoters
1
ADMINISTRATOR OF THE
SPECIFIED UNDERTAKING OF
THE UNIT TRUST OF INDIA -
UTI - 1 (SUUTI)
97,224,373 23.53
2
LIFE INSURANCE
CORPORATION OF INDIA
40,040,156 9.69
3
GENERAL INSURANCE
CORPORATION OF INDIA
7,575,000 1.83
4
THE NEW INDIA ASSURANCE
COMPANY LIMITED
3,745,306 0.91
5
NATIONAL INSURANCE
COMPANY LIMITED
3,272,000 0.79
6
THE ORIENTAL INSURANCE
COMPANY LIMITED
1,422,762 0.34
7
UNITED INDIA INSURANCE
COMPANY LIMITED
1,163,873 0.28
Total promoter shareholding A 154,443,470 37.38
B Domestic shareholders
8 INDIAN FIS AND BANKS 7,271,199 1.76
9 INDIAN MUTUAL FUNDS 19,370,979 4.69
10 INDIAN BODIES CORPORATE 33,999,774 8.23
11 INDIAN RESIDENTS 25,655,171 6.21
Total domestic shareholding B 86,297,123 20.88
C Foreign shareholders
12 FIIs 136,116,421 32.94
13 FDI (GDR) 35,295,613 8.54
14 FOREIGN BODIES DR 51,929 0.01
15 FOREIGN BANKS 3,439 0.00
16 NRIS/FOREIGN EMPLOYEES 995,957 0.24
Total Foreign shareholding C 172,463,359 41.74
Total - A+B+C 413,203,952 100.00

PRODUCTS OF AXIS BANK
1.ACCOUNTS
2. ZERO BALANCE SAVINGS ACCOUNT
Presenting, Axis Banks Zero Balance Savings Account. At Axis bank it has been our
constant effort to create product specially catering to the customer needs. The
account while offering a whole range of services also addresses the latent need of
having an account without the hassle of maintaining an average quarterly balance.
Features
No Average Quaterly Balance requirement.
Free international debit card with an Accidental Insurance cover up to
Rs 2 lakhs*(charges of the primary holder are waived)
Access though more than 675 branches and more than 2800 ATMs.
Free mobile banking facility
At-Par cheque facility with the clearing limit of Rs 50,000
24x7 Telebanking statements

At Par Cheque Book
As an Easy Access Saving Account Holder, you will receive the At-par cheque
book. You can en- cash these cheques at any of the 257 centres where the bank
ahs a presence, at no extra cost. Drafts are now history.

ATM Network
Easy Access Savings Account also entitles you to an International Debit Card
with which you can access your account anytime at all our ATMs- both, Visa
enable and our partner banks- across the country. Withdrawals and
deposits(money as well as cheques) are possible with your Debit Card. And
unlike most other ATMs, an Axis Bank ATM allows you to withdraw up to 40,000
per day.


Anywhere Banking
You can transact through any of our branches offices all of which are
interconnected for your banking convenience. Transaction like cash deposits,
cash withdrawal, transfers and clearing tte

Tele banking
Our Tele banking service provides you instant access to your saving account. It
offers you a wide range of services over the phone such as Account information,
Balance inquiry, Transaction Details, Status of your cheque (available only during
branch business hours) and even Statement of Account on Fax.
I Connect
The idea of your Bank on desktop is now a realty with I Connect. You can look
up the status of your savings account, request your new cheque book, undertake
a range of financial by just clicking the mouse.
Mobile Banking
Mobile banking enables you to bank with us through you mobile phone
irrespective of where facilities like balance enquiry, debit or credit alerts, last
three transaction details we and cheque status.
Account Statement
Quarterly statements are delivered free of cost. Customers can also avail the
facility of monthly online statements through iConnect( our internet banking
channel).
Quaterly Interest
Every quarter interest would be credited at the rate of 3.5% per annum in
account.
3. Prime Saving Account
At Axis bank, we have strived to place our products with the growing needs of
our prime customers. The Prime Savings Account has therefore been created
with the customer specific financial requirements in mind.
Wilder accessibility
Greater Convenience
More Comfort
Enhanced privileges
Added speed

4. Salary Savings Account
Salary Saving Account from Axis Bank will do the job for you. We know how
important employees satisfaction is for an organization to grow its full potential.
Which is why we have tailored our Salary
Features
Balance Requirement No minimum balance

Anywhere Banking Available across the
Country

Cheque books Multi-city- at par
Cheque book

International Debit cum ATM Card Personal Accident
Insurance cover to
per card holder upto
Rs 2 lacs


5.Computerised Statements free on quarterly
basis
Free monthly
statements on email.


6.Joint Account Facility Available
7.Demand Drafts Free Demand Drafts
drawn on axis Bank

8.Overdraft Facility Upto 50% of net
salary at Personal
Loan rate

9.Demate Account Available
10.Financial Advisory Services Available
11.Power Loans* -
Housing Loans Power Homes
Personal loans Personal Power-
Educational Loans Study Power-

-Consumer Loan Consumer
Power

Vechile Loans Power Drive

12..Optional Gold Debit Card Access to any Bank
ATM

13 .Credit Cards Available
14.Online Trading Available
15.Internet Banking Available as iConnect
with encashed
16.Telebanking free(available for 24
Hours at selected
Branches)
17.Mobile Banking Available
18.Nomination Facility Available
19.Funds Transfer Available




5.Womens Saving Account
In todays busy world its tough being a working woman. Right from shuttling
between a job and family to taking care of finances she has to be on her heels all
the time.keeping this ideal in mind, we at Axis bank have designed a saving
account best suited for the woman on today. Now with the smart privilege
account you can manage your money, your life and enjoy a host of lifestyle
privilege Account ensures that you have enough time for all this important things
in life.
Smart Advantage
Smart advantage is an exclusive insurance cover specially designed for the
holders of special against the risk of serious illness. It gives the policyholder the
security of knowing that a guaranteed cash sum will be paid in case she is
diagnosed with life threatening illness. The insurance is available at nominal
premium to existing special woman account holders.
6. Senior Citizen Account
Axis Banks Senior Citizen Saving Account has been designed keeping in mind
the fact that the seniors citizen banking requirements are wholly different and
special consideration.
FEATURES
1.Dedicated Relationship Managers
2.Free AT- Par Cheque Book.
3.Free international VISA Debit Cards for primary and joint account holders.
4.Free Monthly Statement of Accounts and Free Passbook.
5.Free Issuance of pay orders or Demand Drafts drawn on Axis Bank Branches.
6.Free Inward Remittances.
7. Free Outward Remittances once a year.
8.Faster credits to foreign cheques providing you prompt availability of funds
remitted by your near and dears iones abroad.
9.Cheque pickup and cash delivery schemes.
10.Anywhere Banking.
11.Telebanking
12.Free Mobile Banking

DEPOSITS
Fixed Deposits
Safety, Security and Growth
Axis Bank offers simple reinvestment Fixed Deposits( at very competitive interest
rates), which can be opened up with a minimum investment of Rs 10,000. You
can make additions to your deposit in multiple of Rs 1000 each. This tenure of
your deposits must be a minimum of 6 months.
Benefits
Hassle free opening of a fixed deposits from the comfort of your
home/office
Seamless transfer of funds from your savings account to higher interest
earning fixed deposits.
Flexibility in deciding the amount, tenure, interest payment and maturity of
your deposit.
Open a fixed deposit at any branch of your choice.
Recurring Deposits
Power of compounding
Axis Banks Recurring Deposits scheme will allow you with an opportunity to build up
your saving through regular monthly deposits of fixed sum over a fixed period of time.
Features
Recurring deposits are accepted in equal montly installments of minimum
Rs 1000 and above in multiple of Rs 500 thereafter.
The fixed number of installments for which a depositor can option are
12,24,36,39,48,60,63,72,84,96,108 and 120 months.
Transfer of accounts- a recurring deposit account can be transferred from
one office of the bank to another branch.
The amount of installment once fixed, cannot be changed.
Installment for any calendar month is to be paid on or before the last
working day of the month. Where there is delay in payment of installment,
one can regularize the account by paying the defaulted installment
together with a penalty. Fraction of a month will be treated as full month for
the purpose of calculating the penaulty.
The total amount repayable to a depositor, inclusive of interest, depends
on the amount of monthly installments and the period of deposit.

LIFE INSURANCE
In December 2006, Axis Bank entered into a Bancassurance tie up with Metlife, for
sales of life insurance products through all its branches. Metlife was selected by AXIS
Bank after an extensive assessment of complementary strengths of all the insurance
companies of india.The Bancassurance alliance with Metlife is a referral model whereby
leads generated by the bank are executed by MetLife staff stationed at the bank
branches.

PRODUCTS
Met Bhavishya- This a non-par money back policy that provides guaranteed
returns that specially designed t meet children s educational expenses.
Met Adv Plus- Unit- linked Met Advantage Plus is a Unit-linked Pension Plan.
It comes with the maximum number of advantages. For one , it ensures that you
lead a comfortable lifestyle.
Met Smart Plus- Met Smart plus is a unit linked Life Insurance Product , whole
life paln that matures at the age 100. The premium paid is used partly for
insurance cover and the balance is invested in funds to buy unit.



Product Portfolio
AT Axis Bank Personal Investment Product team we adopt a strong research
driven recommendation model to help clients choose the best based on
qualitative and quantitative parameters.

Apart from this a dedicated financial advisor can also be assigned to the
customer to ensure that the investment requirements are taken care of, smoothly
and efficiently. Our advisors understand the investors profile and lead them
through a structured financial advisors will also help the investor to choose the
right investment products in line with their investment goals.
GOLD COINS
Axis Bank has started retail sales of gold coins in April, 2007. The coins are sourced
from Switzerland and sold through select Axis bank branches. The gold coin retail
business is a joint initiative of the treasury, treasury operations and the Retail Banking
Department.
The coin sales takes place through the various channels in the retail banking structure
as well as through corporate sales through corporate sales sourced through other
department of the bank.
DEBIT CARD
A Debit Card provides on-line direct electronic payment from a Bank Account for
payment at Merchant Establishment (shops, restaurants, petrol pumps etc.), and
across to ATMs for cash withdrawal and inqueries.
The difference between Debit Card and Credit is the difference between debit
and Credit. Debit means subtract. When use a debit card , you are subtracting
your money from own bank account. Debit cards allow the customer to spend
only what is in the customers bank account.
Credit is money made available to the customer by a bank or other financial
institution, like a loan. The amount the issuer allows the customer to use is
determined by the customers credit .



COMPETITOR
The main competitor of is AXIS Bank is SBI because this bank is totally taken by
government after this bank ICICI Bank is the main competitor of AXIS bank. There are
different type of segment operation, Bank of India, ICICI, Housing Development and
Financial corporation (HDFC) etc. From the investment And service sector HDFC
standard life insurance corporation, Reliance Life Insurance Corporation , SBI Life
insurance Corporation , SBI life insurance , Life Insurance Corporation of India.

HDFC Bank Ltd.-HDFC is commercial bank of india, incorporated in August 1994,
after the reserve bank of india allowed establishing private sector banks. The Bank was
promoted by the Housing Development Finance Corporation, a premier housing finance
company (set up in 1977)ofindia. HDFC Bank has 1500 branches and over 2890 ATMs
in 530 cities in india and all branches of the bank are linked on an online real-time basis.
As of September 30, 2012 bank had total assets of INR 1006.82 billon.
State Bank of india SBI is the largest bank in india. It is also, measured by the
number of branch offices and employees, the second largest bank in the world. The
bank traces its ancestry back through the imperial bank of india to the founding in 1806
of the Bank of Calcutta , making it the oldest commercial bank in the indian
Subcontinent. The Government of India nationalized the imperial bank of india in 1955,
with the reserve bank of india taking a 60 % stake, and renamed it the State Bank of
India. In 2008, the government took over the stake held by the Reserve Bank of India.
SBI provides a range of Banking products through it is vast network in india and
overseas, includes products aimed at NRIs.

With an assets base of $126 billon and its reach, it is a regional banking behemoth. SBI
has laid emphasis on reducing the huge manpower through golden handshake
schemes and computerizing its operations. The State Bank of Group, with over 16000
branches branches, has the largest branch network in India. It has a market share
among Indian commercial banks of about 20%in deposits and advances, and SBI
accounts for almost one-fifth of the nations loans.
Our 131 foreign offices in 32 countries services the international needs of the
banks foreign customers, in addition to conducting retial operations and the
focus of these offices is India- related business.


ICICI bank- ICIC bank was established in 1994 by the Industrial Credit and
Investment Corporation of India, an indian Financial institution , as a wholly owned
subsidiary.

The ICICI bank launched internet banking in India 1998 by an equity offering in the form
of American Depository receipts on the NYSE in 2000. Some of the domestic
subsidiaries of ICICI bank is ICIC lomard, ICICI prudential Life Insurance Company
Limited , ICICI Securities Limited, ICICI venture, ICICI home finance.



CHAPTER-2
INTRODUCTION TO CONSUMER PERCEPTION
Meaning
Perception is the process by which we receive and interpret information from the world
around us. The world around us consists of various kinds and level of physical energy.
Our knowledge of the world comes through our sense organs, which reacts to these
energies. Certain wavelengths of electromagnetic radiation stimulate ours eyes. Ours
ears sense certain kinds of mechanical vibrations in the air. Ours noses and tongue are
sensitive to certain chemical stimuli. Sense organs in our skin respond to pressure,
temperature changes, and various stimuli related to pain. Sense organs in our joints,
tendons and muscles are sensitive to body movement and position.
The sense organs change the various environmental energies into nervous impulses,
which go to the brain. Through the psychological process of perception, the patterns of
energies become known as objects, events, people and other aspects of the world.
The process of perception does not reveal objects and events of the world. We see the
light and colour, but there is no light or colour in the electromagnetic waves that
stimulate the eyes.in the same way, there is no music and noise in the vibrations that
stimulate the ear. The brain organizes and interprets nervous impulses from the eyes as
light and colour, impulses from the ears as sound. Together, the sense organs and the
brain transform physical energy from stimuli into information all about the events around
us.
Axis Bank targets all segment of customers with various types of products and services.
I interacted with a lot of customers and collect their feedback on the given services of
the company and feedback positive response from all point of view. Customers are
beneficiary from both sides monetary as well as non- monetary.
Customer perception is the important component of our relationship with our customers.
Given that 90% plus of our orders at some point involve the phone, how we handle the
telephone is essential to creating a perception for our customers that aligns with the
company mission of service.
What is perception?
According to Stephen P Robbins, perception is a process by which individuals organize
and interpret their sensory impressions in order to give meaning of their environment.
The term originated from the latin word perception meaning receiving, collecting, action
of taking possession, apprehension with the mind or senses.


Definition of perception?
perception is a process by which individuals organize and interpret their sensory
impressions in order to give meaning to their environment.
If everyone perceived everything the same way, things would be a lot simpler.
--Moorheads& Griffin
Perception may be defined as a process by which individuals organize and interpret
their sensory impressions in order to give meaning to their environment.
S.P Robbins
In simple terms, perception I s understood as the act of seeing what is there to be seen.
But what is seen is influences by the individual, the object , and the situation.


Source :Armano typepead.com


UNDERSTANDING PERCEPTION
Types of perception
Perception has three levels of complexity:
Detection
Recognition
Discrimination
Detection refers to whether people can sense that they are being stimulated by some
form of energy. For example, a light may be so dim they can barely detect its presence.
Recognition means being able to identify as well as detect a particular pattern of
stimulation as different from another. For example, a person may hear slight differences
between two similar musical tones.
The field of study that deals with the level of perception is called psycophysics.
Experimental psychologists investigate the relationship between the physical properties
of stimulus pattern and the perceived effects of the stimuli. for example, they may study
the relationship between sound frequency and the perceived.


The selective perception process
Stage Description
Selective exposure consumers select which promotional messages they will
expose themselves to.
Selective attention consumers select which promotional messages they will pay
attention to.
Selective comprehension consumer interpret messages in line with their beliefs,
attitudes, motives and experiences.
Selective retention consumers remember messages that are more meaningful or
important to them.
The implications of this process help develop an effective promotional strategy, and
select which sources of information are more effective for the product
CUSTOMER PERCEPTION
Customer perception is an important component of our relationship with our customers.
Given that 90% plus orders at same point involve the phone, we handle the telephone is
essential to creating a perception for ours customer that aligns with the company
mission of services.
In todays globalization economy competition is getting more and more fierce. That
means it becomes more difficult for products and services to differentiate themselves
from other offerings than ever before. Not only is the number of competitive offerings
rising due to globalization of production,sourcing,logistics and access to information.
Many products and services face new competition from substitutes and from completely
new offerings and bundles from industry outsider. Since product differences are closed
at an increasing speed and many companies try to win the battle for customers by price
reductions, products and services tend to become commodities.
Customer perception are influenced by a variety of factors. Besides the actual outcome
i.e did the product and service deliver the expected function and did it fulfill the
customer need- the whole process of consumption and all interaction involved are of
crucial importance. In todays globalized information driven economy this can also
comprises issues like
How other customer or influencing groups perceive the product or brand.

The degree to which the customer feels the actual marketing campaign
addresses the most important issues.

Responsiveness and services quality of any affiliates, e.g distribution
partners

Customer perception are dynamic accumulates, the more his perception will shift from
fact- based judgements to a more general meaning the whole relationship gains for him.
Over time, he puts a stronger focus on the consequence of the product or service
consumption.
Moreover, if the customers circumstances change, their needs and preferences often
change too. In the external environment, the offerings of competitors, with which a
customer a product or service will change, thus altering his perception of the best offer
around. Another point is that the public opinion towards certain issues can change. This
effect can reach from fashion trends to the public expectation of good corporate
citizenship. Shells intention to dump its brent spar platform into ocean significantly
altered many customers perception of which company was worth buying fuel from.
The concept of customer perception does not only to individual customers in consumer
markets. It is also not only relate to individual customers in consumer markets. It is also
valid in business to business situation. Fro example, a competitor benchmarking survey
of large industrial supplier revealed that the market leaders although recognized for
execellent quality and service and non to be highly innovative ideas, this perceived
arrogance could develop into a serious problem, Customers here are well aware te
main characteristics of all the offerings available at the market are largely comparable.
So they might use the development of a new product generation of their own to switch
to a supplier that can serve them not better or worse, but with more responsiveness and
understanding.
Companies have done a lot to improve customer satisfaction and customer relationship
in the past. As discussed above, this will not be enough any more.
Any serious effort to manage customer perception starts with a good measurement
system. Companies must be truly willing to look at the whole process of interaction
through the customers eyes. For many companies, this requires a more or less
extensive shift in mimdset, since most department from development from to sales will
be involved.
POSITIVE EFFECTS OF INCREASING MARKET SHARE ON CUSTOMER
PERCEPTION
Increasing market share can send out positive signals by acting as an indicator of
superior quality that is recognized by more and more other customers. this effect
is particularly strong for premium priced products. Customers normally assume
that a product must be of exceptional quality if it can gain such an unexpected
market success despite its high price.
Any brands offer positive emotional benefits of using a product that is a popular
in the markets.
The value of a product or service can rise through number of uses of the same
product, e.g. number of an online community, better availability of software for
popular computer system.
NEGATIVE EFFECTS OF INCRESING MARKET SHARE ON CUSTOMER
PERCEPTION
For premium and luxury products, customers may translate an increasing market
share into a loss of exclusively and thus perceive it as less valueable.
The quality of services ay suffer if they are concerned by increasing numbers of
users. diseconomies of scales and congestions can be observed with busy
airports and many other services so that customers may look for other provides
that promise timely service and convenience.


CHAPTER-3
RESEARCH METHODOLOGY
OBJECTIVE OF THE STUDY
The primary objective of the study is to gain the knowledge about the customer
perception about AXIS Bank through extensive market survey so that the bank can use
this study for the further operations.
SECONDARY OBJECTIVE
To study customer perception about AXIS BANK ltd.
To help in increasing the business of the bank.
To identify the major attributes of customer perception.
To increase the awareness of AXIS Bank ltd.
To identify and study the various ways of ensuring customer satisfaction adopted
by AXIS BANK VS HDFC,ICICI& SBI.
RESEARCH DESIGN
The research is based on descriptive study as it is pre-planned and structured.
SCOPE OF THE STUDY
The study is confined to studying consumer perception towards services of Axis
Bank. The efforts have been made to study the consumer perception in Sector 35
Branch.
SAMPLE SIZE
Sample size is reduced to 100 respondents. This was done in mind the time constraints.
SAMPLING METHOD
Convenient Sampling technique has been used. Data analysis has done with the help
of statistical methods such as percentages and data is presented with the help of pie-
charts bar charts.
SAMPLE DESIGN
The population considered for the purpose of the survey was people residing in and
around Chandigarh .
DATA COLLECTION TECHNIQUES
The data has been collected through both primary and secondary sources. In primary
source the data has been collected through the interview of the manager and the
employees and questionnaire from the customers. the secondary data was collected
through books ,journals, magzines. Companys website.

LIMITATIONS
Lack of interest shown by the respondents resulted in incomplete responses.
Poor and ambiguous were there because of some responded without clearly
understanding the questions. But this was minimized as afr as possible because
the interviewer assisted the respondents.
Financial constraint: Resources allolted was scarce.
Contacting the customer was a difficult job.
Sometimes bank officers were hesitant to give details about the bank.The
reserach was carried out in a short period.










CHAPTER-4
SWOT ANALYSIS
STRENGTHS
AXIS Bank enjoys a very good reputation and goodwill in the minds of general public.
The bank has a very good ATM Network with over 4000 ATMs, which have been
placed very well in different parts of the country at prominent places.
AXIS Bank also has a very good network of 1035 branches that are spread
across different cities of the country and it is still expanding on that number.
The bank currently has a very good customer base and it is expanding very fast
on it.
AXIS Bank staff is a blend of experience and young personality which is a well
knit team sincerely devoted to their work.
AXIS Bank has the state of the art and fully computerized technology.
WEAKNESS
Less awareness amongst the general masses.
Unawareness about the difference services of AXIS bank like NRI schemes,
foreign remittance.
The nuber of marketing executives are very low.
OPPORTUNITIES
Peoples dissatisfaction towards nationalized banks in terms of service has
turned out to be a blessing for private banks. AXIS bank with its brand image can
be benefitted to a large extent by this opportunity.
Their lies great scope in forex department which if utilized to a greater extent can
yield much better results, so AXIS bank can increase its business volume by
exploring export segments.
THREAT
Reorganization of public sector bank-all the public sector banks have started to
redefine their services in order to attract customers attention.
Stringent norms by RESERVE BANK OF INDIA at any time in future can be a
threat to private banks as their activites could be adversely affected.

CHAPTER 5- DATA ANALYSIS, FACTS AND FINDINGS
DATA ANALYSIS
Q1: - AGE OF PEOPLE



The above chart shows that among the customer surveyed 45% are less than 29 years
age who avails maximum banking and investing services.






45%
30%
15%
10%
Sales
< 29
30-39
40-49
>50
Q2. WHICH OCCUPATION DO YOU BELONG?




This pie chart clearly reveals that service holders (44%) have occupied major chunk of
people, this followed by business class (28%) who are mostly having a current account
in the bank.








44%
28%
8%
20%
Sales
SERVICE
BUSINESS
STUDENT
OTHERS
Q3. HOW MUCH OF YOUR GROSS INCOME GOES FOR INVESTMENT?

With the survey an attempt was made to find out that how much part of income of bank
customers goes for investment. Out of 100 customers 32 persons investment 0-10% of
their income , 38 invest 10%-20%, 22 invest 20%-30% and only 8 persons invest
around 30% and above of their income. Among the persons who invest around 0-10%
mostly fall in the income level of 0-1.5 lac. While looking at the data it seems that bank
customer are conscious about investing the money and earning good returns.









32
38
22
8
0-10% 10%-20% 20%-30% 30%-above
Series 1
Q4:- IN WHICH BANK OR ANY OTHER FINANCIAL INSTITUTE DO YOU HAVE
INVESTMENTS?






This reveals that major chunk of people do banking with SBI Bank as compare to other
banks but still AXIS Bank is the preference of majority of people.








35%
55%
10%
5%
Institution
Axis
SBI
ICICI
OTHERS
Q5. ARE YOU SATISFIED WITH THE SERVICES YOUR BANK IS PROVIDING?

When customers were asked a question regarding their satisfaction with their respective
banks 84 customers respond in a positive way and say that they are fully satisfied with
their present bank because of their excellent services, good product line, and additional
benefits that they give to their customers but in the survey 16 customers are such also
who are not satisfied with their bank because of unnecessary expenses, poor services
etc.










84
16
YES NO
Series 1
YES
NO
Q6. WHICH OF THE FOLLOWING ATTRIBUTES ATTRACTED YOU TO OTHER
BANKS?

All the facilities attracted but most of them is ATM and working hours to solve peoples
query and managing to their banking needs attracted people.
Q7.WHICH TYPE OF SERVICE DO YOU PREFER MOST?

37%
17%
15%
21%
10%
People like to open an A/C
ATM
CHEQUE BOOK
Internet Banking
Working Hour
Value Added Services
50%
10%
15%
5%
5%
Services Prefer Most by Customer
ATM
Net Banking
Core Banking
Mobile Banking
Retail Banking
Among the services ATM facility and Net Banking facility of AXIS Bank is mostly
preferred by a large number of people and other facilities like core banking, mobile
banking, and retail banking still enjoy large circulation.

Q8. WHICH OF FOLLOWING BANKS DO YOU HAVE ACCOUNTS WITH?

Majority of people to open account in SBI as it is a public sector bank but in a
comparison to private sector banks Axis Bank stood second after ICICI Bank.









48
14
18
12
8
0
10
20
30
40
50
60
SBI ICICI AXIS HDFC OTHERS
Customer Having Bank A/c

Q9.WHAT TYPE OF ACCOUNT DO YOU HAVE IN BANK?

Mostly saving account and fixed deposit are preferred of AXIS Bank are preferred by
people.
Q10. ARE YOU SATISFIED WITH THE SERVICES AND PRODUCTS OF AXIS BANK
V/S OTHER BANKS?


The above chart clearly shows that the people are satisfied with the services of AXIS
Bank.
52
28
12
8
Saving Current Fixed Deposit Others
Customer having A/c
45%
38%
17%
Services
YES
NO
Can't say

Q11. HOW WOULD YOU RATE THE PRODUCT OFFERED BY AXIS BANK THAN
OTHER BANKS?


34% of people rating very good and 28% rating good clearly states that people are
happy with the services of AXIS Bank.
FACTS and FINDINGS
1. Most of the respondents are either servicemen or business. Serviceman have
occupied a major chunk and businessman has also liked it but their contribution
in this bar could be said satisfactory.
2. Most of the customer wants quick service and proper information while dealing
with the product and services of Axis. Factor like less formalities of document
while opening an account and variety of product do not make a big impact on
customer behavior.
3. It was found from the study that bank believes in quality service rather than
quantity of service.
4. The marketing strategy tries to attract customers with innovative offers.
5. The important facts which we could conclude from our data regarding the buying
behavior of individuals are that people give maximum importance to the income
growth.
34%
28%
17%
13%
8%
Product Range
Very Good
Good
Moderate
Less
Poor
6. Regarding the acceptance of AXIS Bank as a financial over other banks it is
analysed that though a lot of our sample population was aware about it and had
invested in it.


CHAPTER-6
CONCLUSION,RECOMMENDATION AND SUGGESTION
CONCLUSION
1. Customer perception means consumer can evaluate a product along several levels.
Its basic characteristics are inherent to the generic version of the product and are
defined as the fundamental it can offer to a customer.
2.Generic products can be made distinct by adding value through extra features, such
as quality or performance enhancements.
3.The final level of consumer perception involves augmented properties, which offer
less tangible benefit,such as customer assistance, maintenance services, training or
appealing payments option.
During the project study, I found customer perception and views about product and
services of AXIS BANK.
1.On the basis of survey, researcher can recommend that through the customer are
satisfied with the services provided by AXIS BANK. There is a vast scope of
improvement in the level od satisfaction given by different customers. It was also
observed that through the bank has launched various innovative products.
2.Compaative study of financial products and services of AXIS BANK with other shows
that 38% customer satisfied with the product and services of AXIS BANK.
3. Most of the people want quick services and proper information when they visit a bank
first time and while opening an account in the bank.
4. So as a conclusion, we can say that most of the customer or people are satisfied with
the services the products and services of AXIS BANK.


RECOMMENDATION AND SUGGESTIONS

1. Effective marketing research activities should be organized.
2. Customers/ client s complaints should be considered and try to short out with
minimum time.
3. Increase the sources for reliable information.
4. We know that the product and services offered by the bank are the best but more
or less similar are offered by other banks as well as e.g. Citibank, standard
chartered etc, so promotional campaigns are must in this era of stringent
competition.
5. The bank should consistently try to improve and upgrade its technology with the
global standard in order to provide excellent customer satisfaction.
6. Ethical codes and conducts should be followed by the organization.
7. We know that in this world of intense competition everyone is trying to prove itself
best in its respective field therefore we can conclude that there is always an edge
of improvement and hence the brand should work on that.
8. Establish and coordinate business relation with big corporate houses across the
country.
9. AXIS can improve upon its efficiency by not changing its staff frequently. By
doing this bank can continue to create, maintain and grow strong relationship
with its existing customers.
10. Idea behind this is that staff which is already working for bank is well acquainted
with the nature and wants of the existing customers.









BIBLIOGRAPHY
Annual reports of Axis Bank LTD., year 2011-2012
Gupta Shahsi K., and Praneet Rangi, (2012)Research
methodology: methods, tools & techniques,kalyani Publisher,
New Delhi.
Jain T.R.,S.C. Aggarwal and N.Ranade (2008)Business
Mathematics & Statistics, V.K Enterprises, New Delhi
http://www.Axis Bank Ltd.Bank.com
http://www.google.co.in
http://en.wikipedia.org
http://www.sribed.com
http://www.deal4loans.com/loans/Axis bank Ltd.-Axis Bank Ltd.-
ltd/
http://www.Axis Bank Ltd.bank.com/personal/default.htm














ANNEXURE
QUESTIONNAIRE
Dear SIR/MADAM, I am conducting survey on Axis Bank. I shall be very thankful
to give your valuable time to me for answering the questions.
Name: .

Gender Male Female

Income : 1lac 1-
3lacs
3-
5lacs
5-
7lacs



1. In which age group do you belong?
(a) <29 (b) 30-39
(c) 40-49 (d) >50
2. Which occupation do you belong?
(a) Service (b) Business
(c)Student (d) others
3. How much of your gross income goes for investment?
(a) 0-10%
(b)10-20%
(c)20-30%
(d)30% and above

4. In which bank or any other financial institution do you have investment?
(a) AXIS Bank (b)SBI
(c)ICICI (d)HDFC
5. Are you satisfied with the services your bank is providing?
(a) Yes (b) No
6.Which of the following attributes attracted you to other banks?
(a) ATM cum DEBIT Cards (b)Cheque Book
(c)Internet Banking/Phone Banking (d)Working Hours
(e)Value Added Services
7.Which type of services do you prefer the most?
(a)ATM SERVICE (b)INTERNET BANKING
(c)MOBILE BANKING (d)CORE BANKING
(e)RETAIL BANKING
8.What type of account do you have in bank?
(a)Saving (b)Current
(c)Fixed (d)NRI
9.Are you satisfied with the services and products of Axis Bank v/s other Banks?
(a) Yes (b)No
(c)Cant Say
10.How would you rate product service /product vs. cost bi AXIS BANK?
(a) Very good (b) Good
(c)Moderate (d)Less
(e)Poor