A

SUMMER TRAINING PROJECT

REPORT
ON
CONSUMERS PERCEPTIONS ON KCC BANK LTD.

UNDERTAKEN IN
SUBMITTED TO :

SUBMITTED BY:

DECLARATION

I hereby declare that I have carried out Summer Training Project on the topic entitled
Consumers Perception on KCC Bank in Branch Office Dharamshala
I further declare that this project work is based on my original work and no part of this project
has been published or submitted to anybody.

(kritika)
1

GUIDE CERTIFICATE

This is to certify that kritika of M.B.A. 3 rd semester bearing university roll number- 614012034
has completed his summer training project under my guidance.

Project Guide
(Prof. Seema Chandel)

ACKNOWLEDGEMENT

I, kritika, MBA Student in SRI SAI UNIVERSITY Palampur is highly greatful to all those
who guided me in completing this project.
First of all, I would like to pay my heartiest thanks to entire family of KCC BANK especially
Mr. , Branch manager, who provided me such a wonderful opportunity to do Summer Training
and provided their valuable suggestions in understanding the work of Research Project.
Last but not the least, I would like to thanks all faculties of SSU facilities, who gave me the
useful tips and suggestions regarding project.

Words can never express the deep sense of gratitude, I feel for KCC BANK employees, who has
been a constant source of inspiration and encouragement for me.

Kritika

PREFACE

The present era is undoubtedly a management era. Management is an important function in any
organization. A management is one of the most important fields which are widely used in every
stage of life. The effective management can be achieved only by effective management training
and developing skill to understand the organizational level this project work is a part of the
course of MBA and was done at KCC Consumer Perceptions.
This project is prepared on the basis of awareness of KCC Consumer Perceptions in market and
understanding the requirement of proper guidance to customers.
KCC offers loans for homes-for buying or constructing your home, refinance a Consumer
Perception availed from other institutions or even to extend or improve your existing home. This
project helps me to better understanding of market and financial products and their benefits.
4

Now I am feeling the great pleasure in delivering this project because of a better skill of handling
the situation and customer understanding.

INDEX
Sr.
No

Chapter
No.

Page
No.

Topic

Acknowledgement

II

Preface

III

Executive summary

1.

Company profile

9-26

2.

Review of literature

28-32

3.

Need, scope and research methodology

33-36

4.

Objective of the study

37-38

5.

6.

Data analysis
and
interpretation

7-8

39-49

CONCLUSION AND RECOMMENDATION

50-52
5

Annexure-I (Questionnaire )

53-56

Annexure-II (Bibliography)

57-58

EXECUTIVE SUMMARY

I have done my Summer Internship Project from KCC BANK KANGRA. During my
Summer Internship Project; I implemented many concepts of marketing in the real life situation.
This project work helped me to apply theoretical knowledge into practical aspects on collected
data which was a worthy experience and during the discussion with company guide I realized
that how important the project report is for the company and me. I also realized how teamwork,
goal orientation and managing interpersonal relationships are integral part of professional life;
therefore this will definitely help me to develop qualities required for executive. In addition, I
understood products of my company and its targeted customers. Also I got information what are
the basic categories of bank products.
The customers which were not aware about the scheme says that KCC bank should improve
their promotional area through different media like T.V. radio. Print media, PR and through IMC
(Integrated Marketing Approach) and most of them votes for IMC. More than 80% of the
customers were satisfied with location and condition of the Bank and more than 50% were
satisfied with the process of disbursement, but maximum of the customers were dissatisfied with
6

the behavior of the employees, they give suggestions to that the KCC Bank employees should
change and improve their behavior towards their customers, from my findings I found that this
behavior of employees is due to daily routine work load from which they got stressed. I
recommend the bank to change the location of the employees from one branch to another and
give them more and more incentives and also to employ more employees from which work load
gets less and the employees will not feel any pressure and they will not feel any stress. Most of
the customers choose KCC Bank because of simple procedures and more number of branches
and the interest rates regarding their business was suitable according to them. Most of the
customers rank good about KCC bank.
The main purpose of this project work is to analyze the customer relationship management
services provided by the KCC bank and to check the level of satisfaction, towards this service,
among the customers. Consumer perception has become challenging issue for every financial
institution as every organization is trying to provide services superior to the competitors.
We did our research at the KCC bank, branch Kangra and the information we received there,
along with the secondary research, helped us in strengthening our knowledge base regarding the
topic.
A questionnaire was chosen as a data gathering tool because given the time and cost restraints,
this proved to be the most effective method. Each of us verbally administered the questionnaire
to the customers and recorded the responses.
In general customers give the following suggestions like customized products, more number of counters,
improvement in employee behavior, provision of new schemes, use of IT and to improve the promotional
area. Most of the customers were satisfied with the overall services of the bank and todays scenario they
recommend to choose KCC bank.

COMPANY PROFILE

The Kangra Cooperative Bank Ltd. started in a very humble way as a small Thrift/Credit Society
in March, 1960 by a few friends of Distt. Kangra of Himachal to help out the people of Himachal
residing in Delhi to uplift their economic conditions and tide over the financial hardships.
Dedication, sincerity and honesty of these members/associates brought rich fruits and this
Thrift/Credit Society grew up into a big society within twelve years after its formation and
successful running was converted into a primary urban Cooperative Bank in 1972 by RBI and
was permitted to carry out banking activities including acceptance of deposits from public (nonmembers) by opening their Saving, Current and RD A/cs. Twenty three years there from in June
1995 it was granted a license to carry out the banking business by the Reserve Bank of India .
Thereafter, it was granted license to open branches and consequently six more branches were
added in February, May, December 1996, June 1998 ,October 2008 and the last one in July
2009. In may 1970 it purchased Paharganj building and reconstructed the same in 1993. In
october, 1997 it purchased the present premises at Janakpuri to set up administrative and HO.
Central accounts and Personnel department are functioning from this building. It has a board
meeting room. One branch also function here. The main branch along with its service branch,
arbitration and recovery department is situated in its own three storied building at Paharganj. It
purchased another Building in April 2008 At Jagatpuri where its one of the existing Branches has
already been functioning.

PROMOTER
KCC is India's premier housing finance company and enjoys an impeccable track record in India
as well as in international markets. , the Corporation has maintained a consistent and healthy
growth in its operations to remain the market leader in mortgages. Its outstanding loan portfolio
covers well.
9

over a million dwelling units. KCC has developed significant expertise in retail mortgage loans
to different market segments and also has a large corporate client base for its housing related
credit facilities. With its experience in the financial markets, a strong market reputation, large
shareholder base and unique consumer franchise, KCC was ideally positioned to promote a bank
in the Indian environment.

MISSION
KCC Banks began operations in 1995 with a simple mission to be a World Class Indian Bank.
We realized that only a single-minded focus on product quality and service excellence would
help us get there. Today, the bank is on the way towards that goal. It is extremely gratifying that
its efforts towards providing customer convenience have been appreciated both nationally and
internationally.

The banks aim is to build a sound customer franchise across distinct businesses so as to
be the preferred provider of banking services in the niche segments that the bank
operates in and to achieve healthy growth in profitability, consistent with the banks risk
appetite.

BUSINESSES
KCC Bank offers a wide range of commercial and transactional banking services and treasury
products to wholesale and retail customers. The bank has three key business segments:

WHOLE SALE BANKING SERVICES

The Bank's target market ranges from large, blue-chip manufacturing companies in the Indian
corporate to small & mid-sized corporate and agri-based businesses. For these customers, the
Bank provides a wide range of commercial and transactional banking services, including
working capital finance, trade services, transactional services, cash management, etc. The bank is
also a leading provider of structured solutions, which combine cash management services with
vendor and distributor finance for facilitating superior supply chain management for its corporate
10

customers. Based on its superior product delivery / service levels and strong customer
orientation, the Bank has made significant inroads into the banking consortia of a number of
leading Indian corporates including multinationals, companies from the domestic business
houses and prime public sector companies. It is recognised as a leading provider of cash
management and transactional banking solutions to corporate customers, mutual funds, stock
exchange members and banks.

RETAIL BANKING SERVICES

The objective of the Retail Bank is to provide its target market customers a full range of financial
products and banking services, giving the customer a one-stop window for all his/her banking
requirements. The products are backed by world-class service and delivered to the customers
through the growing branch network, as well as through alternative delivery channels like ATMs,
Phone Banking, Net Banking and Mobile Banking.
The KCC Bank Preferred program for high net worth individuals, the KCC Bank Plus and the
Investment Advisory Services programs have been designed keeping in mind needs of customers
who seek distinct financial solutions, information and advice on various investment avenues. The
Bank also has a wide array of retail loan products including Auto Loans, Loans against
marketable securities, Personal Loans and Loans for Two-wheelers. It is also a leading provider
of Depository Participant (DP) services for retail customers, providing customers the facility to
hold their investments in electronic form.

CAPITAL STRUCTURE :
Financial Position as on 31st March 2009

figures in lacs
Share Capital
Funds

205.50
50352.90

Deposits

328199.81

Investment

235879.62

Loan

132823.37
11

Profit
Working Capital

4508.76
397383.83

Treasury
Within this business, the bank has three main product areas - Foreign Exchange and Derivatives,
Local Currency Money Market & Debt Securities, and Equities. With the liberalization of the
financial markets in India, corporate need more sophisticated risk management information,
advice and product structures. These and fine pricing on various treasury products are provided
through the bank's Treasury team. To comply with statutory reserve requirements, the bank is
required to hold 25% of its deposits in government securities. The Treasury business is
responsible for managing the returns and market risk on this investment portfolio.

GROWTH
KCC Bank is a young and dynamic bank, with a youthful and enthusiastic team determined to
accomplish the vision of becoming a world-class Indian bank. Our business philosophy is
based on four core values - Customer Focus, Operational Excellence, Product Leadership
and People. We believe that the ultimate identity and success of our bank will reside in the
exceptional quality of our people and their extraordinary efforts. For this reason, we are
committed to hiring, developing, motivating and retaining the best people in the industry.Our
mission is to be "a World Class Indian Bank", benchmarking ourselves against international
standards and best practices in terms of product offerings, technology, service levels, risk
management and audit & compliance. The objective is to build sound customer franchises across
distinct businesses so as to be a preferred provider of banking services for target retail and
wholesale customer segments, and to achieve a healthy growth in profitability, consistent With
the Bank's risk appetite. We are committed to do this while ensuring the highest levels of ethical
standards, professional integrity, corporate governance and regulatory compliance.Our business
strategy emphasizes the following :

12

Increase our market share in Indias expanding banking and financial services industry by
following a disciplined growth strategy focusing on quality and not on quantity and
delivering high quality customer service.
Leverage our technology platform and open scaleable systems to deliver more products to
more customers and to control operating costs.
Maintain our current high standards for asset quality through disciplined credit risk
management.
Develop innovative products and services that attract our targeted customers and address
inefficiencies in the Indian financial sector.
Continue to develop products and services that reduce our cost of funds.
Focus on high earnings growth with low volatility.

FINANCIAL POSITION

Membership

35442

Clientele other than members

97932

Share money

16.57 crores

Reserve/Other funds

15.34 crores

Working Capital

365.63 crores

Deposits

299.27 crores

Advances

191.65 crores

Net Profit

5.47 crores

NPA

0.84%

CRAR

19.16%

13

WORK PLACE TRANSFORMATION

FIVE S PART OF KAIZEN
Focus on effective work place organization
believe in
Small changes lead to large improvement
Every successful organization have their own strategy to win the race in the competitive market.
They use some technique and methodology for smooth running of business. KCC BANK also
acquired the Japanese technique for smooth running of work and effective work place
organization.
Five S Part of Kaizen is the technique which is used in the bank for easy and systematic work
place and eliminating unnecessary things from the work place.

BENEFIT OF FIVE S
It can be started immediately.
Every one has to participate.
Five S is an entirely people driven initiatives.
Brings in concept of ownership.
All wastage are made visible.
FIVE S
S-1

SORT

SEIRI

S-2

SYSTEMATIZE

SEITON

S-3

SPIC-N-SPAN

SEIRO

S-4

STANDARDIZE

SEIKETSU

S-5

SUSTAIN

SHITSUKE

1. SORT:
14

It focus on eliminating unnecessary items from the work place. It is excellent way to free up
valuable floor space. It segregate items as per require and wanted.

2. SYSTEMATIZE:
Systematize is focus on efficient and effective Storage method. That means it identify, organize
and arrange retrieval. It largely focus on good labeling and identification practices.

Objective: A place for everything and everything in its place.

3. SPIC- n - SPAN:
Spic-n-Span focuses on regular clearing and self inspection. It brings in the sense of ownership.

4. STANDERDIZE:
It focuses on simplification and standardization. It involves standard rules and policies. It
establish checklist to facilitate autonomous maintenance of workplace. It assigns responsibility
for doing various jobs and decides on Five S frequency.

5. SUSTAIN:
It focuses on defining a new status and standard of organized work place. Sustain means regular
training to maintain standards developed under S-4. It brings in self- discipline and commitment
towards workplace organization.
HUMAN RESOURCES
The Bank continued to focus on training its employees, both on-the-job as well as through
training programs conducted by internal and external faculty. The Bank has consistently
believed that broader employee ownership of its shares has a positive impact on its performance
and employee motivation. KCC Bank lists people as one of its stated core values. The Bank
believes in empowering its employees and constantly takes various measures to achieve this.
Management :-

15

Sh.Rasil Singh Mankotia

Hon'ble Chairman of the Bank
Senior banking professionals with substantial experience in India and abroad head various
businesses and functions and report to the Managing Director. Given the professional expertise
of the management team and the overall focus on recruiting and retaining the best talent in the
industry, the bank believes that its people are a significant competitive strength.

Board of Directors
Sr. No.

Name of the Director

Phone No.

1.

Shri Rasil Singh Mankotia, Chairman

9418076361(M)

V.P.O. Kale Amb, Tehsil & Distt.

Hamirpur ( H.P.)
2

Shri Bhagwan Dass, Vice Chairman

9418187839(M)

VPO Sanghol, Tehsil Jaisinghpur

Distt. Kangra ( H.P.).
3

Shri Desh Raj MLA, Director

9816285008 (M)

Village Dah, P.O. Dah Kulara

Tehsil Indora, Distt. Kangra
16

Shri Ajit Paul Mahajan, Director

9418489605 (M)

VPO Dohab, Tehsil Shahpur

Distt. Kangra ( H.P.)
5

Shri Gurcharan Singh Thakur, Director

Village Harmittan P.O. Nehran Pukhar
Tehsil Dehra, Distt. Kangra(H.P.)

9816258935 (M)

Shri Joginder Singh Guleria, Director

9418085733 (M)

VPO Dehra, Tehsil Dehra

Distt. Kangra ( H.P.)
7

Smt. Prem Lata Thakur Director,VPO

Bhutti Colony, Tehsil & Distt.

9816002221 (M)

Kullu (H.P.)

Shri Karnail Singh Rana, Director

9418122286 (M)

Village Kandi, P.O. Bhugnara

Tehsil Nurpur,Distt. Kangra(H.P.)
9

Shri Jaid Nath Sharma Director

9418090816 (M)

Village Hatli, P.O.Galore,

Tehsil Nadaun, Distt. Hamirpur (H.P.)
10

Shri Ramesh Chand Bhatia, Director

9816250324 (M)

Village Amtrar,P.O. Suneher

17

Tehsil & Distt. Kangra( H.P.)

11

Shri Ranjeet Singh Rana,

DirectorVillage Bhilla,P.O. Bachhwai

9816340135 (M)

Tehsil Palampur, Distt. Kangra( H.P.)

12

Shri Amrit Lal Bhardwaj, Director

9816031863 (M)

Village & P.O. Dehlan, Tehsil &

Distt. Una ( H.P.)
13

Shri Davinder Kumar, Director

9816644040 (M)

VPO Charara, Tehsil Bangana,

Distt. Una ( H.P.)
14

Shri Karan Singh Pathania, Director

9805366394 (M)

Village Bain Attarian

P.O. Kandrori, Tehsil Indora
Distt. Kangra(H.P.)
15

Shri Rajinder Singh Director

9418060287 (M)

Village Tharass,P.O. Hurla

Tehsil & Distt. Kullu ( H.P.)

TECHNOLOGY
KCC Bank Ltd. operates in a highly automated environment in terms of information technology
and communication systems. All the bank's branches have online connectivity, which enables the
bank to offer speedy funds transfer facilities to its customers. Multi-branch access is also
18

provided to retail customers through the branch network and Automated Teller Machines
(ATMs). The Bank has made substantial efforts and investments in acquiring the best technology
available internationally, to build the infrastructure for a world class bank. The Bank's business is
supported by scalable and robust systems which ensure that our clients always get the finest
services we offer. The Bank has prioritized its engagement in technology and the internet as one
of its key goals and has already made significant progress in web-enabling its core businesses. In
each of its businesses, the Bank has succeeded in leveraging its market position, expertise and
technology to create a competitive advantage and build market share.

KCC BANk Ltd. business strategy emphasizes the following:

Increase market share in Indias expanding banking and financial services industry by
following a disciplined growth strategy focusing on quality and not on quantity and delivering
high quality customer service. Leverage our technology platform and open scaleable systems to
deliver more products to more customers and to control operating costs. Maintain current high
standards for asset quality through disciplined credit risk management.Develope innovative
products and services that attract the targeted customers and address inefficiencies in the Indian
financial sector. Continue to develop products and services that reduce banks cost of funds.
Focus on high earnings growth with low volatility.

2.2 PRODUCT SCOPE:

KCC Bank Ltd. offers a bunch of products and services to meet the every need of the people.
The company cares for both, individuals as well as corporate and small and medium enterprises.
For individuals, the company has a range accounts, investment, and pension scheme, different
types of loans and cards that assist the customers. The customers can choose the suitable one
from a range of products which will suit their life-stage and needs. For organizations the
company has a host of customized solutions that range from funded services, Non-funded
services, Value addition services, Mutual fund etc. These affordable plans apart from providing
long term value to the employees help in enhancing goodwill of the company. The products of
the company are categorized into various sections which are as follows:
19

Accounts and deposits.

Loans.

Investments and Insurance.

Forex and payment services.

Cards.

Customer center.

PRODUCTS AND SERVICES AT A GLANCE

1. PERSONAL BANKING SERVICES
A. Accounts & Deposits
Savings Account

Regular Savings Account

Savings Plus Account

Savings Max Account

Senior Citizens Account

No Frills Account

Institutional Savings Account

Payroll Salary Account

Classic Salary Account

Regular Salary Account

Premium Salary Account

Defence Salary Account

Kid's Advantage Account

Pension Saving Bank Account

Family Savings Account

Kisan No Frills Savings Account

Kisan Club Savings Account

20

Current Account

Plus Current Account

Trade Current Account

Premium Current Account

Regular Current Account

Apex Current Account

Max Current Account

Reimbursement Current Account

Fixed Deposit

Regular Fixed Deposit

Super Saver Account

Sweep-in Account

Recurring Deposit
Demat Account
Safe Deposit Locker
B. Loans

Personal Loans

Home Loans

Two Wheeler Loans

New Car Loans 33333

Used Car Loans

Overdraft against Car

Express Loans

Loan against Securities

Loan against Property

Commercial Vehicle Finance

21

Working Capital Finance

Construction Equipment Finance

C. Investments & Insurance

Mutual Funds

Insurance

Bonds

Financial Planning

Knowledge Centre

Equities & Derivatives

Mudra Gold Bar

D. Forex Services

Trade Finance

Travelers Cheques

Foreign Currency Cash

Foreign Currency Drafts

Foreign Currency Cheque Deposits

Foreign Currency Remittances

Forex Plus Card

E. Payment Services

Net Safe

Prepaid Refill

Bill Pay

Direct Pay

Visa Money Transfer

E-Monies Electronic Funds Transfer

22

Excise & Service Tax Payment

F. Access Your Bank - One View

Insta Alerts

Mobile Banking

ATM

Phone Banking

Branch Network

G. 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

KCC Bank Idea Silver Card

KCC Bank Idea Gold Card

2. WHOLESALE BANKING SERVICES

Funded Services

Non Funded Services

Value Added Services

Internet Banking

Clearing Sub-Membership

RTGS sub membership

Fund Transfer
23

ATM Tie-ups

Corporate Salary a/c

Tax Collection

Financial Institutions

Mutual Funds

Stock Brokers

Insurance Companies

3. NRI BANKING SERVICES

Rupee Saving a/c

Rupee Current a/c

Rupee Fixed Deposits

Foreign Currency Deposits

Accounts for Returning Indians

Payment Services

Net Safe

Bill Pay

Insta Pay

Direct Pay

Visa Money

Online Donation

Remittances

MILESTONES IN THE HISTORY

KCC Bank began its operations in 1960 with a simple mission to be a "World-class Indian
Bank". They realized that only a single-minded focus on product quality and service excellence
would help us get there. Today, they are proud to say that they are well on our way towards that
goal. It is extremely gratifying that their efforts towards providing customer convenience have
been appreciated both nationally and internationally.
24

QUALITY POLICY
SECURITY: The bank provides long term financial security to their policy. The bank does this
by offering life insurance and pension products.
TRUST: The bank appreciates the trust placed by their policy holders in the bank. Hence, it will
aim to manage their investments very carefully and live up to this trust.
INNOVATION: Recognizing the different needs of our customers, the bank offers a range of
innovative products to meet these needs.

SWOT ANALYSIS
STRENGTH
1. The biggest strength of Bank is Direct Banking channels. As Direct banking channels
saves time and money both as a customer does not need to go to bank for any kind of
transaction except cash withdrawal and cash deposits all other things are done sitting any
where in the world.
2. All services or products of KCC Bank are available through direct banking channels.
3. Free ATM, Net Banking, Mobile Banking, Phone Banking and 24 hours services.
4. Very easy to access and use.
5. A highly personalized services provided by the bank.
6. KCCs Direct Banking channels provide real time and accurate information.
WEAKNESS:
1. Unawareness about all Direct Banking Channels due to less advertisement.

25

2. Other private banks have started direct banking channels it may put some competition
to KCC Bank in near future.
3. Resistance to Change.
4. One should have the knowledge of the operations of the computers and of course the
Internet.
OPPURTUNITIES:
1. Centralized banking makes easy for KCC Bank to provide services to
customers.
2. Huge market of shareholders.
THREATS:
1. Vulnerable to reactive attack by competitors.
2. Attacks of web hackers.
3. Lack of infrastructure in rural areas could constrain investment.
4. High volume / low cost market is intensely competitive.

26

Consumers Perceptions On KCC Bank

At KCC Bank, I was assigned with the topic as Consumers Perceptions on KCC Bank for my
project work. I joined the company as a Personal Banker. The selection of the topic was to know
how the company generates business through them.
Personal Banker are those sources of a company who have their own relations and personal
contacts among common public that they use to generate business through.

1.2 REASON FOR SELECTION OF THIS TOPIC:

The financial sector is one of the booming and increasing sectors in India. The Personal Banker
are one of the most powerful, efficient and effective channel through which the company sales its
various types of financial products and company takes operational work also. It is really difficult
to convince customers and sell a single product and accomplish operational work.
27

Satisfied customers are central to optimal performance and financial returns. In many places in
the world, business organizations have been elevating the role of the customer to that of a key
stakeholder over the past twenty years. Customers are viewed as a group whose satisfaction with
the enterprise must be incorporated in strategic planning efforts. Forward-looking companies are
finding value in directly measuring and tracking customer satisfaction as an important strategic
success indicator. Evidence is mounting that placing a high priority on customer satisfaction is
critical to improved organizational performance in a global marketplace.
With better understanding of customers' perceptions, companies can determine the actions
required to meet the customers' needs. They can identify their own strengths and weaknesses,
where they stand in comparison to their competitors, chart out path future progress and
improvement. Customer satisfaction measurement helps to promote an increased focus on
customer outcomes and stimulate improvements in the work practices and processes used within
the company.
When buyers are powerful, the health and strength of the company's relationship with its
customers its most critical economic asset is its best predictor of the future. Assets on the
balance sheet basically assets of production are good predictors only when buyers are weak.
So it is no wonder that the relationship between those assets and future income is becoming more
and more tenuous. As buyers become empowered, sellers have no choice but to adapt. Focusing
on competition has its place, but with buyer power on the rise, it is more important to pay
attention to the customer.
Customer satisfaction is quite a complex issue and there is a lot of debate and confusion about
what exactly is required and how to go about it. This study is an attempt to review the necessary
requirements, and discuss the steps that need to be taken in order to measure and track customer
satisfaction.

IMPORTANCE TO THE COMPANY:

28

The ultimate purpose of giving me this topic was to know about the customers perceptions about
the different products of the bank, and to know about operational process. how these products
can attract them and how the company can generate maximum profit by convincing them
through personal banker and to better understand customer requirement and to understand
operational methodology.

LEARNING FROM THE STUDY:

The process of bank related transaction, bank related various terms, work environment of KCC
Bank. Different products and services provided by the bank. Customer perception about the
different product and the brand image of the bank. What are the problems faced by customer on
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.
The literature available in the field under reference is very limited in nature and scope.The
literature obtained by investigation in the form of reports of the committees. Commissions
working groups established by the Union Government and RBI, the Research studies/articles
of researchers/ bank officials/ economists and the comments of economic analysts and news is
reviewed here in this section:
Patel and sayed (1980) of the National Institute of Banking Management made a
valuable analysis of performance and prospects of RRBs. They also gave a comparative
picture of performance in deposits, branch expansion and credit deployment of the cooperative
banks, commercial banks and RRBs in a specified area. This was an eye opener for many
researcher engaged in this field of rural credit.
Financial Express, (1986) published a study on RRBs viability, which was conducted by
Agriculture Finance Corporation in 1986 .The study revealed that viability of RRBs was
essentially dependent upon the fund management strategy, margin between resources mobility
and their deployment and on the control exercised on current and future costs with advances. The
proportion of the establishment costs to total cost and expansion of branches were the critical
factors, which affected their viability. The study further concluded that RRBs incurred losses due
to defects in their systems and as such, there was need to rectify these and make them viable. The
29

main suggestions of the study included improvement in infrastructure facilities and opening of
branches by commercial banks in such areas where RRBs were already in operation. However
the main limitation of the study was that its generalizations were based on the study of the
gramin bank kangra.
RENDIL. (1988) conducted a study on RRBs taking a sample of 48 beneficiaries of
rural artisans in various district of kashmir under J&K Bank. In this study, it was concluded that
the beneficiaries were able to find an increase in their
income because of the finance provided by the bank
BALMI (1990) in his study on Performance and Growth of Regional Rural Banks in Kangra
found that these banks had benefited the beneficiaries in raising their income, productivity,
employment and use of modern practices and rehabilitate the rural artisans
SINDHU (1993) carried out a study on the topic Growth and Performance of RRB in kangra.
On the basis of the study of all RRB of kangra, it is found that there was an enormous increase in
deposits and outstanding advances. The researcher felt the need to increase the share capital and
to ensure efficient use of distribution channels of finance to beneficiaries.
RASIL SINGH (1996) conducted a study with the objective of analyzing the role of Regional
Rural Banks in Economic Development and revealed that RRBs have been playing a vital role in
the field of rural development. Moreover, RRBs were more efficient in disbursal of loans to the
rural borrowers as compared to the commercial banks. Support from state Governments, local
participation, proper supervision of loans and opening urban branches were some steps, which
should be taken to make RRBs 'further efficient.
SAMEER (2002) Policies of current phase of financial liberalization have had animmediate,
direct, and dramatic effect on rural credit. There has been a contraction in rural banking in
general and in priority sector landing and preferential landing to the poor in particular.
AJIT PAL (2004) has examined the growth and regional distribution of rural banking over the
period 1975-2002. The documents gains made by historical underprivileged region of east,
30

north-east, and central kangra during the period of social and development banking. These gains
were reversed in the 1990s.

31

RESEARCH METHODOLOGY
Introduction and meaning
Research methodology is way to systematically solve the research problem.
The research methodology includes the various methods and techniques for
conducting a research. D. Salinger and M. Stephenson in the encyclopedia
of social sciences define research as the manipulation o things, concepts or
verify knowledge, whether that knowledge aids in construction of theory or in
the practice of an art
Research is a careul investigation or inquiry especially through search for
new facts in branch of knowledge: market research specifies information.
Required to address these issues: designs the method for collecting
information: manage and implements the data collecting process analyses
the results and communicates the finding and their implecations.

RESEARCH OBJECTIVES AND SCOPE OF RESEARCH PROJECT

PROBLEM DEFINATION:
Personal Banker were with good background human being and through rigorous process of
recruitment but still not able to perform up to the expectation level of company, HR is not able to
sort out the problem why the performance is not coming even after giving the full marketing and
32

operational support. So there is need to study the customers perception and attitude towards the
various products and services provided by the bank.
RESEARCH: - It means search for facts, answers to questions and solutions to problems.

RESEARCH DESIGN:
Research design constitutes the blue print for the collection, measurement and analysis of data.
The present study seeks to identify the perception of consumers on KCC Bank in Kangra. The
research design is exploratory in nature. The research has been conducted on users within
Kangra. For the selection of the sample, convenient sampling method was adopted and an
attempt has been made to include all the age groups and gender within different occupation.
Type of Research
The present study will adopt the exploratory approach wherein, there is a need to gather large
amount of information before making a conclusion.
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.
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.

33

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.
Sampling Units: Different professionals. Chartered Accountants, Tax Consultants, Lawyers,
Business Man, Professionals and Students of Kangra.

Sample Technique: Random Sampling.

Research Instrument: Structured Questionnaire.

Contact Method: Personal Interview.

SAMPLE SIZE: My sample size for this project was 50 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 50 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.
LIMITATIONS OF THE STUDY
It is said, nothing is perfect and there would be few shortcoming in this project also. Sincere
efforts have been made to eliminate discrepancies as far as possible but few would have
remained due to limitation of the study.
Time seemed to be our most limited resource. To conduct a comprehensive research project in a
6 week period is very difficult.
The absence of appropriate funding limited the extent of our study. With additional financial
resources, the scope of our study could have been enlarged, resulting in a more representative
study.
Interview bias could not be avoided as in case of many surveys open ended questions involve the
use of probing techniques that increase interview bias. However, as our study did not use many
open ended questions, the extent of the bias was reduced.
It was not possible to understand thoroughly about the different marketing aspects of the
Financial Consultant within 45 days. As stipend, money was not given it was difficult to continue
34

the project work. All the work was limited in some limited areas of Kangra so the findings
should not be generalized. The area of research was Kangra and it was too vast an area to cover
within 45 days.

35

OBJECTIVES OF THE STUDY

The objective behind the conducting project exercise was to get useful
insight about the banking sector. I have prepared this report with some
specific objectives. The primary objective of our study is

to analyze the

efficiency and effectiveness by the kcc bank. The objective of our study is as
under:
PRIMARY OBJECTIVES:
To study the customers perception about KCC Bank.
To measure the awareness level of people regarding direct banking channels, products
offered by KCC bank.
To study brand image of the bank.
To increase the business of the bank.
SECONDARY OBJECTIVES:
To evaluate the overall satisfaction level of customers regarding services and products
offered by the bank.
To acquire new customer by convincing them and to promote the benefits of

those

which are provided by the bank.

To find the different way of convincing customers.
To assess the customer contribution towards the growth of the bank (in terms of
recommendations for changes and improvements).
To determine the need and purpose of a personal banker

36

37

QUESTION WITH ANALYSIS AND INTERPRETATION:

A questionnaire was used as the primary source of data collection and the detailed
question wise analysis of the data is given below:-

Q.1 Your Occupation?

Category

No. of Respondents

Percentage

Business

14

28

Profession

12

24

Service

18

36

Students

12

%age
40%

36%

35%
30%

28%
24%

25%

%age

20%
15%

12%

10%
5%
0%
Business

Profession

Service

Student

Interpretation From above response it can be seen that.

28% respondents Occupation is Business.
24% respondents Occupation is Profession.
36% respondents Occupation is Service.
38

12% respondents Occupation is Student.

Q.2 From which bank you have bank account?

Category

No. of Respondents

Percentage

KCC Bank

17

34

Others

33

66

%age

34%

KCC Bank
Other

66%

Interpretation From above response it can be seen that

34% respondents have account with KCC bank.
66% respondents have account with others bank.

Q.3. Why you want to open an account in bank ?

39

Category

No. of Respondents

Percentage

Efficient service

24

48

Convenient location

14

28

Acquaintance

16

Others

%age
48%
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

28%
16%
8%

%age

Interpretation From above response it can be seen that

From the survey we came to know that 48% people prefer services of the bank for
opening the account.

About 28% people open account in the bank for the convenient location.

26% people open account because of acquaintance with the bank officers

only 8% people open account because of other reason.

Q.4. Do you want to open an account with KCC bank?

40

Category

No. of Respondents

Percentage

Yes
No
Not Idea

12
21
17

24
42
34

%age

24%
34%

YES
NO
Not Idea

42%

Interpretation From above response it can be seen that

24% respondents want to open an account in KCC bank.
42% respondents does not want to open an account in KCC bank.
34% respondents are already customers of KCC bank.

Q.5. what is your perception about different products/services provided by

KCC bank?
41

Category
Lucrative
Not Lucrative
No Idea

No. of Respondents
24
21
5

Percentage
48
42
10

%AGE
48%
42%

50%
45%
40%
35%

%AGE

30%
25%
20%

10%

15%
10%
5%
0%
LUCRATIVE

NOT LUCRATIVE

NO IDEA

Interpretation From above response it can be seen that.

48% respondents perception about different products is lucrative.

42% respondents perception about different products is not lucrative.

10% respondents have no idea.

Q.6.Are you aware that the KCC bank provides you free phone banking &
net banking services.

Category
Yes
No

No. of Respondents
32
18

Percentage
64
36
42

%AGE

36%

YES
NO

64%

Interpretation From above response it can be seen that

64% respondents are aware of it.

36% respondents are not aware of it.

Q.7. Are you aware of different terms and conditions which are very much
essential to maintain an account at KCC Bank?
Category
Yes
No

No. of Respondents
17
33

Percentage
34
66

43

%AGE
70%
60%
50%
40%

%AGE
66%

30%
20%

34%

10%
0%
YES

NO

Interpretation From above response it can be seen that.

34% respondents are familiar with different terms and conditions which are very much
essential to maintain account with the bank.

66% respondents have no idea about it.

Q.8. Is the staff of KCC bank is co-operative ?

Category

No. of Respondents

Percentage

Yes
No
No Idea

34
11
5

68
22
10

44

%AGE
68%
70%
60%
50%

%AGE

40%
22%

30%
20%

10%

10%
0%
YES

NO

NO IDEA

Interpretation From above response it can be seen that.

68% respondents believe that staff of KCC bank is co-operative.
22% respondents believe that staff of KCC bank is not co-operative.
10% respondents have no idea.

Q.9. Do you think that KCC bank provides innovative products and superior
services?
Category

No. of Respondents

Percentage

Yes
No

37
13

74
26

45

Sales

26%
YES
NO

74%

Interpretation From above response it can be seen that

74% respondents believe that KCC bank provides innovative products and superior services.
26% respondents believe that KCC bank does not provide innovative products and superior
services.

Q.10. If you get opportunity in future would you like to be attached with
KCC bank ?
Category
Yes
No

No. of Respondents
38
12

Percentage
76
24

46

Sales

24%
YES
NO
76%

Interpretation From above response it can be seen that

76% respondents want to attach with KCC bank.
24% respondents doesnt want to attach with KCC bank.

47

CONCLUSIONS AND RECOMENDATION

CONCLUSIONS:
KCC Bank, the banking arm of KCC is expected to go on stream. The bank already has good
number of employees on board and is recruiting personal banker heavily to take the headcount to
many more. It is on the brim of increasing its customers through its attractive schemes and offer.
The project opportunities provided was market segmentation and to know the perception of
prospective customers in potential geographical location and convincing them to attract more
customers so that new business opportunities of the bank can be explored. Through this project,
48

it could be concluded that people are not much aware about the various products of the bank and
many of them not interested to open an account, to invest money at all. Majority of people have
more faith in public sector banks as compare to private banks. Professionals and businessman are
more attracted towards the products and services provided by the KCC bank as compare to
people in services and students. Services was considered as unsought good which require hard
core selling, but in changing trend in income and people becoming financially literate, the
demand for banking sector is increasing day by day.
So, at last the conclusion is that there is tough competition ahead for the company from its major
competitors in the banking sector. Last but not the least I would like to thank KCC Bank for
giving me an opportunity to work in the field of Marketing and Operation. I hope the company
finds my analysis relevant.

RECOMMENDATION
Finally some recommendations for the company are as follows:

To make people aware about the benefit of becoming a customer of KCC Bank, following
activities of advertisement should be done through
1. Print Media.
3. Stalls in Trade Fares

2. Hoarding & Banners.

4. Distribution of leaflets containing details information.

Other facilities must be provide to the customer:

The bank should provide life time valid ATM card to all its customers.
49

Minimum balance for savings account should be reduced from Rs 5000 to Rs 1000, so
that people who are not financially strong enough can maintain their account properly.

The company should provide a pass book to all its customers.

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 obstacles in acquiring complete Respondents were
very busy in their schedule. So it was very time consuming for information & positive
interaction, them to answer all the questions properly.

50

ANNEXURES

1. QUESTIONNAIRE
Dear Sir/Madam,
Name:
State:
I am a student of Sri Sai University Palampur presently doing a project on Consumers

Perception on KCC Bank. I request you to kindly fill the questionnaire below and I
assure you that the data generated shall be kept confidential.
1. Your Age: ____________________
2.

Education Qualification.
51

Undergraduate

Graduate

Postgraduate

3. Marital Status

Married

Single

Number Of years Are You in Dharamshala

Less than five years

More than five years

5. Occupation.

Business

Profession

Service

Student

6. Your annual household income.

<than 2 lack

Between 2 to 5 lack

Between 5 to 8 lack

>than 8 lack

7. From which bank you have account?

KCC

Others

8. Why you want to open an account in bank ?

52

Efficient Service

Convinent location

Acquaintance

Others

9. What is your perception about different products and services offered by KCC Bank?

Lucrative

Not lucrative

No idea

10. Do you want to open an savings account with KCC Bank?

yes

No

11. Are you aware of that KCC Bank provide you free phone banking & net banking services.
If you open a new savings account with KCC bank?

yes

No

12. Are you aware of different terms and conditions which are very much essential to maintain an
account at KCC Bank?

Yes

No

13. Is the staff of KCC bank is co-operative ?

Yes

No

14. Do you think that KCC bank provides innovative products and superior services?

Yes

No

15. If you get opportunity in future would you like to be attached with KCC bank?

Yes

53

No

Date:
Place:

Signature

Thank You

54

BIBLIOGRAPHY
S.NO
1.

AUTHORS NAME:
PHILIP KOTLER

NAME OF THE BOOK

Marketing Management
(10th Edition),

2.

V.S.RAMASWAMY

Marketing Management
(3rd Edition),

3.

C.R.KOTHARY

Research Methodology
(2nd Edition),

4.

S.P.KASANDE

Research methodology
(3rd Edition),

NEWS PAPERS:

Times of India
Financial Express

WEB REFERENCES
http:www.kccb.com/consumer perception_rshn.htm
http:www.mdkccb@sancharnet.in/profile/paper.htm
55

http:www.faculty.rsu.edu/history/mgtfayol.html
http:www.mr-guide.com/data/G510.htm
http:www.sancharnet.com/lo_index.htm

56