Riya DCB Bank - SIP

Savitribai Phule Pune University, Pune
Chapter - 01 Organisation Profile
1.1 Industry Profile
A Bank is a financial institution that provides banking and other financial services to
their customers. A bank is generally understood as an institution which provides
fundamental banking services such as accepting deposits & providing loans. There are
also non-banking institution that provide certain banking services without meeting the
legal banks are a subset of the financial services industry. A banking system also
referred as a system provided by the bank which offers cash management services for
customers, reporting the transactions of their accounts and portfolios throughout the
day. The banking system in India, should be able to meet the new challenges posed by
the technology and any other internal and external factors. Since, the last past three
decades, India’s banking system has a several outstanding achievements to its credit.
The Banks are the main participant of the financial system in India.
Before the establishment of banks, the various financial activities were been handled
by the money lenders and the individuals. At that time the interest rates were very
high and there was no security of public savings and no uniformity regarding the
loans. So as to overcome such problems the organized banking sector was established,
which was fully regulated by the government. The organized banking sector works
with the financial system to provide loans, accept deposits and provide other services
to their customers.
Banking sector offers several opportunities and facilities to their customers. All the
banks safeguards the money and valuables and provide loans, credit and payment
services such as checking accounts, money orders, cashier’s cheques. The bank also
offers investment and insurance products. As a variety of models for co-operation and
integration among finance industries have emerged some of the traditional distinctions
between banks, insurance companies and securities firms have been diminished.
Inspite of these changes, banks continue to perform and maintain their primary role of
accepting deposits and lending funds from these deposits.
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Introduction:
As per the Reserve Bank of India (RBI), India’s banking sector is sufficiently
capitalised and well- regulated. The financial and economic conditions in the country
are far superior to any other country in the world. Credit, market and liquidity risk
studies suggest that Indian banks are generally resilient and have withstood the global
downturn well.
RBI’s new measures may take long way in helping the restructuring of the domestic
banking industry.
The digital payments system in India has evolved the most among 25 countries with
India’s Immediate Payment Service (IMPS) being the only system at level 5 in the
Faster Payments Innovation Index (FPII).
Market Size:
The Indian banking system consists of 27 public sector banks, 21 private sector banks,
46 foreign banks, 56 regional rural banks, 1,562 urban cooperative banks and 94,384
rural cooperative banks, in addition to co-operative credit institutions.
Source: www.ibef.org
Investments/ Developments:
Key investments and developments in India’s banking industry include:
 As of September 2018, the Government of India launched India Post Payments
Bank (IPPB) and has opened branches across 650 districts to achieve the objective
of financial inclusion.
 The biggest merger deal of FY17 was in the microfinance segment of IndusInd
Bank Limited and Bharat Financial Inclusion Limited of US$ 2.4 billion.
 In May 2018, total equity funding's of microfinance sector grew at the rate of
39.88 to Rs 96.31 billion in 2017-18 from Rs 68.85 billion.
Source: www.ibef.org
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1.2 History of banking Industry
The first bank in India was established in the 1786, as the General Bank of India but
failed in 1791. As, Modern Banking in India originated in the last decade of the 18th
Century. The largest bank and oldest still in existence is State Bank of India (S.B.I).
The East India Company established Bank of Bengal (1809), Bank of Bombay (1840),
Bank of Madras (1843) and these banks are called as Presidency Bank. These three
banks were amalgamated in 1921 and named as ‘The Imperial Bank of India,’ which
upon India’s independence, became the State Bank of India 1955. For many years the
presidency banks acted as a quasi-central banks, until the Reserve Bank of India was
established in 1935, under the Reserve Bank of India Act, 1934.
The Indian banking sector is broadly classified into scheduled and non-scheduled
banks. The scheduled banks are those included under the 2nd Schedule of the Reserve
Bank of India Act, 1934. The scheduled banks are further classified into: nationalised
banks; State Bank of India and its associates; Regional Rural Banks (RRBs); foreign
banks; and other Indian private sector banks. The term commercial banks refers to
both scheduled and non-scheduled commercial banks regulated under the Banking
Regulation Act, 1949.
In 1969, the Indian government nationalised 14 major private banks & in the second
round of nationalisations followed in 1980, six more private sector banks were
nationalised. The stated reason for nationalisation was to give the government more
control of credit delivery. Until the 1990s, the nationalised bank grew at a pace of
around 4%, closer to the average growth rate of Indian economy.
In the early 1990s, then government embarked on the policy of liberalisation,

licensing the small number of private banks. These came to be known as New
Generation tech-savvy banks and included Global Trust Bank which later
amalgamated with Oriental Bank of Commerce, IndusInd Bank, UTI Bank (since
renamed Axis Bank) ICICI Bank and HDFC Bank. This move, along with rapid
growth in the economy of India with strong contribution from all the three sectors of
the banks namely, Government Banks, Private Banks and Foreign Banks. The new
policy shook the Banking sector in India completely. Bankers, till this time used to the
4-6-4 method (borrow at 4%, lend at 6%, go to home 4) of functioning. The new wave
ushered in the modern outlook and tech-savvy methods of working for traditional
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banks. All this led to retail boom in India. People demanded more from their banks
and received more.
Future of Banking Industry
Now-a-days banking sector is playing an important role in every individual’s life. The
IT has a great impact on Indian Banking systems also. The use of computers has led
to the introduction of online banking in India. The use of computers in banking sector
in India has increased a lot after the economic liberalisation of 1991 as the country’s
banking sector has been exposed to the world’s market. Physical as well as virtual
expansion of banking through mobile banking, internet banking, tele-banking, bio-
metric and mobile ATMs etc. have been taking place more often since last decade and
has gained momentum in the last few years.
In future banking is going to bring a vast changes and with the advent of new
technologies it is going to be helpful for the banking industry and the services being
provided with the help of banking industry to the customer. Customers can easily pay
their loan through smartphones, and can also get a detail information about their loan
and insurance at the fingertips from the server. Even the user is be able to pay or
transfer money to other users using their mobile applications. Now, fintech is an
industry composed of companies that use new technology and innovation with
available resources in order to compete in the marketplace of traditional financial
institution and intermediaries in the delivery of financial services to the end user with
more easy to use. With the help of Fintech companies in the market banking industry
is changing much faster than we can think of. In future we could see banking products
been sold by fintech companies resulting profit for both fintech and Banks in the
market.
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1.3 COMPANY PROFILE
About DCB Bank Limited:
DCB BANK Limited founded in 1930’s is a modern emerging new generation private
sector bank as its Headquarters is in Mumbai, Maharashtra. It is a scheduled
commercial bank regulated by the Reserve Bank of India. It has 331 Branches across
19 States and 3 Union territories. The Bank offers various products like Consumer
Banking, Agriculture & Inclusive Banking, Corporate Banking, Mortgage loans,
Finance & Insurance distribution, Private Banking & Investment Banking. It offers
products to individuals, small and medium businesses, rural banking and mid
corporates across the branch network. It has approximately 6,00,000 customers.
The Aga Khan Fund for Economic Development (AKFED) is the promoter of the
bank with around 15% of the Stake. AKFED is an international development
enterprise. It is dedicated to promoting business entrepreneurship and building
economically sound companies. The Bank received the Scheduled Commercial Bank
license from Reserve Bank of India on 31st May 1995. DCB Bank also serves a client
base of NRI customers from over 100 countries across the world. It is also been traded
in Bombay Stock Exchange & National Stock Exchange. Its branches are across the
states of Andhra Pradesh, Bihar, Chhattisgarh, Delhi/ NCR, Goa, Gujarat, Haryana,
Karnataka, Kerala, Madhya Pradesh, Maharashtra, Odisha, Punjab, Rajasthan, Tamil
Nadu, Telangana, Uttar Pradesh, Uttarakhand, West Bengal and Union Territories of
Chandigarh, Daman & Diu and Dadra & Nagar Haveli.
DCB Bank business segments are Retail, Public Sector, Micro-SME, Small &
Medium Enterprises, Agriculture, Mid-corporate, Commodities, Government, Indian
Banks, Co-operative Banks, Non-Banking Finance Companies (NBFCs). DCB bank
savings accounts provide attractive value such as cash back option and personalized
account number. Additionally, DCB payless secured credit card is a credit builder
card. The bank is active in the online and digital banking space with DCB on the Go
instant mobile banking, SMS banking, telephone banking.
The key people Mr. Naseer Munjee is Chairman, Mr. Murali M. Natarajan is
Managing Director & Chief Executive Officer (CEO) of DCB BANK. As it is being
rated the best small bank in India by business world magna awards 2017. DCB Bank
was also the runner up best small bank in India by business world magna awards in
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2018. Recently the Bank was conferred the Good Corporate Citizen Award 2017-
2018, by Bombay Chamber of Commerce & Industry. This was in recognition for the
activities actively promoted by the Bank for sustainability and climate change
mitigation across India.
History & Present status of the Bank:
DCB Bank was founded in 1930s, from a series of Co-operative bank mergers with
Ismailia Co-operative Bank Limited and the Masalawala Co-operative Bank
respectively.
This two Banks later on- merged to form Development Co-operative Bank that
changed to Development Credit Bank Ltd. after it was granted the scheduled bank
license by the Reserve Bank of India in May 1995. Development Credit Bank Ltd.
went on to successfully offer share to public by as Initial offering (IPO) in 2006.
DCB Bank Limited is the new name of the bank, changed with due regulatory
approval in January 2014.
DCB Bank having 160 branches over the past two years have doubled the branch
network presence to 323 branches (as on 30th June 2018).
Corporate Social Responsibility:
Throughout the year the Bank and its staff participate in socially relevant activities
with special focus on providing sustainable livelihoods and healthcare to the delicate
sections of society. Dcbians from across the country participate in blood donation
drives, visits to orphanages & old age homes, donation of garments & toys to the
under privileged and raising money for relevant causes. DCB Bank also provides all
its employees with 2 days of leave over and above their annual leave to contribute
towards one of the following causes:
a) Conservation of water / water storage / water usage / protecting water bodies
b) Waste Management
c) Recycling
These are just a few of DCB Bank’s philanthropic initiatives.
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Vision:
Their vision is to be the most innovative and responsive neighbourhood bank in India
serving entrepreneurs, individuals and businesses.
Values:
Treat Everyone with Dignity Respect
Do What is Right Ethical
Be Open & Transparent Fair
Sense of Urgency, Passion & Energy Dynamic
Go the Extra Mile, Find Solutions Stretch
Improve Continuously Excellence
Play as a Team, To Win Teamwork
Support the Society Contribute
Competitors:
 HDFC BANK LTD.

 AXIS BANK LTD.
 KOTAK MAHINDRA BANK LTD.
 ICICI BANK LTD.
 YES BANK LTD.
 FEDERAL BANK LTD.
 INDUSIND BANK LTD.
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ORGANISATION STRUCTURE OF DCB BANK
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Products & Services:
Cards: Debit Card, Gift Card, Prepaid Card, PayLess Card, Secured Card.
Deposit Products: Current and Savings, Fixed Deposits, Lockers, NRI Deposits.
Loans: Car loan, Home loan, Gold loan, Business Loan.
Payment Services: RTGS/ NEFT/ IMPS, Bill/ Utility Payment, Tax Payment, E-
wallet Slonkit
Services: 24*7 Phone Banking, Internet Banking, Mobile Banking App, Any Branch
Banking.
Third Party: Health Insurance, Life Insurance and General Insurance.
Address:
9, Balaji Complex Naroli Road,
Silvassa- 396230 (U.T. of D &N.H)
Website:
www.dcbbank.com
Phone No.
18002095363
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Chapter – 02 Project Introduction
2.1 Introduction:
Source: www.shuterstock.com
Consumer behaviour is the most focused area in every field of business as well as
services. These days the key determinant factor for any business is to find out the
changing needs and preferences of the consumers in today’s world. Numerous
enterprises are focussing and investigating the purchasing conduct of buyers in their
individual markets and targets. The market is a place where buyers and sellers have
transaction for any purpose, where in the inevitable role is played by the
“Consumers”, because the purchase of any product wholly depends on the purchasing
behaviour of the consumer or the customer.
Consumers are those who not only buy the products but also consumes it. In fact,
everybody in this world is a consumer. In every day of our life we are buying and
consuming an incredible variety of goods and services. However, we all have the
different preference, likes, taste, dislikes and adopt a different behaviour patterns
while making up a purchase decision. The study of Consumer behaviour is the study
of how individuals make decisions to spend their available resources (time, effort,
money) on consumption related items. It includes the study of what to buy, when to
buy, from where to buy, how often to buy and till how often they can make use of it.
It is important for the marketers and future marketers to understand and to recognize
how and why individual make their consumption decisions in order to make better
marketing strategic decisions. If marketers understand consumer behaviour, they can
predict the reactions of the consumers and can shape their marketing strategies
accordingly.
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Consumer behaviour implies the study of behaviour of the end user, and not
necessarily a purchaser in the distribution chain of goods & services. In other words,
it implies the study of attitude of all consumers in purchasing, using & disposing of
their resources. Further it is not confined to the final user but also study of attitudes of
all those who take investment decisions whether they would consume themselves or
buying for others. Meanwhile, the environmental factors influencing the purchases of
the consumer are social, cultural, personal & psychological etc. There are individual
determinants of consumer behaviour in the form of personality, self-esteem,
motivation & involvement, learning and attitude of customers.
Significance of Study:
The results of the survey will benefit many banks, as they need to contact with
consumers in order to establish their needs, and also look for the best way of meeting
this needs more than the competitors. Consumers need to be more aware of the factors
to be considered while choosing a bank. The bank’s management will use the survey
results to make decisions about improving services and expanding its customer base.
New participants in the banking sector will also benefits from the results that what
consumers look for or expect in a bank. It serves as industry analysis that help
consumers understand how banks make decisions. Researchers and scientists will use
this knowledge as a basis for future research.
2.2 Overview of Topic:
Consumer Behaviour is the process of making decisions and actions of people /

potential customers related to the purchase and use of products. It helps in
understanding: Why consumers make the purchases that they make? What factors
influence consumer purchases? The changing factors in our society. The customer
buying decision process describes the journey the customer goes through before they
buy the product. Understanding the customer’s buying process is not only very
important for salespeople, but it will also enable you to align your sales strategy
accordingly. As the consumer’s buying decision process goes to the five stages:
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Source: https://julieaskewblog.wordpress.com
 Need Recognition - The first and the most important step in the consumer’s
decision process. A purchase cannot take place without the recognition of the
needs. The needs may have been activated by internal stimuli (such as appetite
or thirst) or external stimuli (such as advertising or word of mouth).
 Information Search - Having recognised a problem or need, the next step the
customer may take in the information search stage, in order to find out what
they feel is the best solution. This is the buyer’s effort to search internal and
external business environment, so as to recognize and assess data sources
identified with the focal purchasing choice. The customer may depend on
print, visual, online media or verbal exchange for getting information.
 Evaluation of alternatives - Individuals evaluate different products or brands
at this stage on the basis of alternative product attributes – those which have
the ability to deliver the benefits the customer is seeking for. A factor that
vigorously impacts this stage is the customer’s attitude. Involvement is
another factor that influences the assessment procedure. For example, if the
customer’s attitude is positive and involvement is high, then they will evaluate
a number of companies or brands; but if it is low, only one company or brand
will be evaluated.
 Purchase Decision – This is the fourth stage where the purchase take place.
Philip Kotler (2009) states that the final purchase decision may be ‘disrupted’
by two factors: negative feedback from other customers and the level of
motivation to accept the feedback. For example, after going through the above
three stages, a customer chooses to buy a Nikon D80 DSLR camera. However,
because his good friend, who is also a photographer, gives him negative
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feedback, he will then be bound to change his preference. Secondly, the

decision may be disrupted due to unanticipated situations such as a sudden job
loss or the closing of a retail store.
 Post-Purchase Behaviour - The customers in brief will compare the products
with their previous expectations and will see either they are satisfied or
dissatisfied. Therefore, these stages are critical in retaining customers. If your
customer is satisfied, this will result in brand loyalty. On the basis of being
either satisfied or dissatisfied, it is common for customers to distribute their
positive or negative feedback about the product. This may be through reviews
on website, social media networks or word of mouth. Companies should be
very careful to create positive post-purchase communication, in order to
engage customers and make the process as efficient as possible.
Factors Influencing the Consumer Buying Behaviour
Source: https://relivingmbadays.wordpress.com
CULTURAL FACTORS: In Cultural factors, the marketers need to understand the

role played by buyer’s culture, subculture and social class.
Culture - Culture is the most fundamental reason of an individual’s wants and

behaviour. Human behaviour is largely learned. Growing up in a society, a child
learns basic values, perceptions, wants, and behaviours from the family and other
important institutions. A person normally learns or is exposed to the following values:
achievement and success, activity and involvement, efficiency and practicality,
progress, material comfort, individualism, freedom, humanitarianism, youthfulness,
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and fitness and health. Each gathering or society has a culture, and social effects on
purchasing conduct may fluctuate incredibly from nation to nation.
Sub-culture - Each culture contains smaller subcultures or groups of people with

shared value systems based on common life experiences and situations. Subcultures
include nationalities, religions, racial groups, and geographic regions.
Social Classes - Social Classes are society’s relatively permanent and ordered
divisions whose individuals share comparative qualities, interests, and practices.
Social class isn't controlled by a solitary factor, for example income yet it is estimated
as a mix of occupation, salary, wealth, education and other variables.
SOCIAL FACTORS: A consumer’s behaviour also is influenced by social factors,

such as the consumer’s small groups, family, and social roles and status.
Reference Groups - Many small groups influence a person’s behaviour. Membership

groups are those groups which have direct influence and to which the person belongs.
In contrast, reference groups serve as direct or indirect points of comparison or
reference in forming a person’s attitude or behaviour. People often get influenced by
reference groups to which they do not belong. Opinion leaders are people within a
reference group with special skills, knowledge, personality traits, or other
characteristics, exert social influence on others.
Family - Family members have strong influence on buyer’s behaviour. The family is
the most important consumer buying organization in society, and it has been
researched extensively. Advertisers are keen interested in the roles and influence of
the spouse, wife and youngsters on the purchase of various items and administrations.
Roles & status - Social roles and status are the groups, family, clubs and organisation
to which a person belongs. A role consists of the activities people are expected to
perform according to the persons around them. And the person’s position in each
group can be defined in terms of both role and status.
PERSONAL FACTORS:
Age and life cycle stage - Individuals change the products and services they purchase
over their lifetimes. Tastes in food, garments, furniture, and recreation are often age
related. Purchasing is likewise formed by the phase of the family life cycle - the
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phases through which families may ignore as they develop overtime. Marketers often
define their target markets in terms of life-cycle stage and develop appropriate
products and marketing plans for each stage.
Occupation - It affects the goods and services bought by the consumer. Marketers try
to identify the occupational groups that have an above-average interest in their
products and services.
Economic situation - A person’s economic situation will affect product choice.

Marketers of income-sensitive goods watch trends in personal income, savings, and
interest rates. If economic indicators point to a recession, marketers can find a way to
upgrade, reposition and re-price their items intently.
Lifestyle - It is a person’s pattern of living as expressed in his or her psychographics.

It measures a consumer’s activities, interest, and opinions to capture information
about a person’s pattern of acting and interacting in the environment.
Personality and Self-concept - Each individual’s different personality influences his

or her buying behaviour. Personality refers to the unique psychological characteristics
that lead to consistent and lasting responses to the consumer’s environment.
Personality can be useful in analyzing consumer behaviour for certain product or
brand choices. Self-concept refers to people possessions that contribute to and reflect
their identities.
PSYCHOLOGICAL FACTORS:
Motivation - A person has many needs at any given time. A need becomes a motive
when it is aroused to a sufficient level of intensity. Some are biological, arising from
states of tension such as hunger, thirst, or discomfort. Others are psychological,
arising from the need for recognition, esteem, or belonging. A motive (or drive) is a
need that is sufficiently pressing to direct the person to seek satisfaction.
Psychologists have developed - Abraham Maslow the important theories for human
motivation.
Perception - Perception is the process by which people select, organize, and interpret
information to form a meaningful picture of the world. People can form different
perceptions because of three perceptual processes: selective attention, selective
distortion, and selective retention.
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 Selective attention is the tendency for the people to screen out most of the
information to which they are exposed.
 Selective distortion is the tendency for the people to interpret information in a
way that will support what they already believe.
 Selective retention is the tendency to remember good points made about a
brand they favour to forget good points about competing brands.
Learnings: When people act, they learn. Learning describes changes in an

individual’s behaviour arising from experience and occurs through interplay of drives,
cues, stimuli, responses and reinforcement.
Beliefs and attitude: A belief is a descriptive thought that a person has about
something based on knowledge, opinion, and faith. Attitude describe a person’s
relatively consistent evaluations, feelings and tendencies towards an object or idea.
Thus, this in turn influence buying behaviour.
2.3 Problem Statement
In today’s scenario, if we find there is too much of competition in banking sector. So,
the bank launches various products and services to attract and retain customers and
facilitate them but, before this it is most important to know that- Is the customer
interested and aware about the products and services? Thus, it is very important for a
bank to know whether the customers are interested in banking and are they aware
about the products and services. The need of the Bank led to the selection of the title
“A study on Consumer behaviour towards banking products”.
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Chapter - 03 Literature Review
3.1 Theoretical Background
Consumer Behaviour is the behaviour that consumer display in scanning for

purchasing, using, evaluating and disposing of products and services that they expect
will satisfy their needs. There are different processes involved in the consumer
behaviour. First, the consumer tries to find what commodities he would like to
consume, then consumer would select only those commodities that promises greater
utility. After selecting the commodities, the consumer makes an estimate of the
available money which he can spend. Lastly, the consumer analyses the prevailing
prices of commodities and takes the decision regarding the commodities that he would
consume. Thus it takes into consideration and mix together their basics of the
economic status, the society, their psychology and sociology. “Consumer Behaviour
as those activities directly involved in obtaining, consuming and disposing of
products and services, including the decisions process that proceed and follow
these actions.” - Engel, Blackwell, Miniard. There have been studies conducted and
models developed towards understanding consumer behaviour.
Need for Studying Consumer Behaviour:
It is important for the marketers to understand the buyer behaviour due to the
following reasons:
 To survive in the market, a firm needs to be constantly innovating and

understand the latest consumer trends, preference and taste. Thus, it will be
extremely useful in exploiting the marketing opportunities and in meeting the
challenges that the Indian market offers.
 The study of consumer behaviour for any product is of vital importance to the
marketers, in shaping the fortunes of their organization.
 It is significant for regulating the consumption of goods thereby maintaining
economic stability.
 It is more useful in developing the efficient ways for utilization of resources in
marketing. It also helps in solving marketing management problems in more
effective manner.
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 For effective market segmentation and target marketing, it is essential to have

an understanding of consumers and their behaviour towards the products and
services.
 Today consumers give more importance on environmental friendly products as
they are concerned more about the health, hygiene and fitness. They prefer
natural products. Hence detailed study on upcoming groups of consumer is
essential for the firm.
Model of Consumer Behaviour:
Massively the models suggest the Input to the process as the stimuli and behaviour as
the output of the system.
Source: www.slideshare.com
This model demonstrates that marketing and other stimuli enter the consumer’s mind
and stimulate certain responses. Consequently, marketers must make sense of what is
in the purchaser's discovery (mind). The black box model except that psychological
constructs is the main legitimate object of study and that mental builds are a piece of
an invulnerable box which ought not to be opened. Marketing stimuli consist of
product, price, place, and promotion. Other stimuli include major forces in the buyer’s
environment such as economic, political, and socio-cultural. All these inputs enter the
buyer’s black box, where they are turned into a set of observable buyer responses
such as product choice, brand choice, dealer choice, purchase timing, and purchase
amount.
The marketer wants to understand how the stimuli are changed into responses inside
the buyer black box, which has two parts: The first part includes the buyers’
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characteristics that influences how he/she perceives and reacts to stimuli. The other
part includes the buyers’ decision process.
3.2 Literature Review
“A Literature review is a critical analysis of published sources, or literature, on a

particular topic. It is an assessment of the literature and provides a summary,
classification, comparison and evaluation”. The review has been made on books and
articles, as follows:
Articles Reviewed:
N Ramya & Dr. S A Mohamed Ali (2018) in the article, “A study on consumer
buying behaviour towards Amul products with special reference to Coimbatore
city,” the study examines consumer buying behaviour is the sum total of a consumer's
attitudes, preferences, intentions, and decisions regarding the consumer's behaviour in
the market place when purchasing a product or service. Marketing managers are
always interested to know more about consumers’ buying behaviour so they can
prepare better communication and advertising campaigns and strategies about their
products and services. The study says consumer makes buying decision every day
and many people don’t even know the factors which drive them to this decision.
Usually the factors affecting consumer buying behaviour include psychological,
social, cultural, and personal factors. The study suggest purchasing behaviour of the
consumer is positive which reveals that the buying behaviour of the consumers is
high. The promotional strategies of the product can be improved more to increase the
sale of the company. Thus the study concludes that the buying behaviour of the
consumers are positive, so the product has a good reach in Coimbatore city.
Indrila Goswami Varma and Ms. Rupa Agarwal (2014) in the study, “Online
Buying Behaviour of Homemakers in Western Suburbs of Mumbai and Social
Media Influence”, they tried to find out the impact of social media on the online
habit of homemakers. The researchers aim is to identify the factors that affect the
online buying behaviour of women particularly homemakers in western suburbs of
Mumbai. Due to the use of internet online shopping is growing worldwide. Marketers
are trying to understand the online buying behaviour of Indian customers so that they
can find out new ways of identifying various many profitable customers and targeting
them better. An empirical study through online survey was conducted on 56
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homemakers in the age group of 25-45 years in western suburbs of Mumbai.

Nowadays, the social networking is also growing rapidly and is especially popular
amongst homemakers. After examining the attitudes of homemakers towards online
shopping it has been observed that homemakers are utilitarian. Shopping for them is
an experience, leisure activity to reduce their boredom. Most of the homemakers
prefer to go to mall and spend money liberally but spend very conservatively online.
The certain factors such as to touch and feel the product, enjoy market place,
interaction with sales person, instant satisfaction of purchasing products are missing
in online shopping. As a result of this, offline shopping is more preferable than online
because offline shopping leads to impulse buying and immediate satisfaction. The
study also reveals that the influence of social media is limited to creating awareness,
generating curiosity leading to information search. It does not influence homemakers
to buy.
Punwatkar, Sushil & Verghese, Manoj (2014) in the article on the Impact of
Salesperson’s Behaviour on Consumer’s Purchase Decision: An Empirical
Study, the efforts have been made to examine the impact/influence of salesperson’s
behavioural traits- Ethical Behaviour, listening ability, relational skills and emotional
intelligence on the coinciding purchasing behaviour of the customer. The outcome of
this study emphasizes the soft skills of a salesperson, which is otherwise disregarded
as an antecedent variable, accordingly providing insights for salespersons in refining
their selling behaviour. As the result of the study indicates a salesperson should
understand importance of the required skills and strive to develop these skills. Further,
the findings of the study would also help the retailers in ensuring that the salesperson
develops the required skills by consistently keeping a check on them. Retailers may
also focus on the skills while recruiting and training salesperson. The article relates
the theory to practice that the behaviour of the customers may get controlled by the
action of sellers.
Dr. K. Alagarsamy & S. Wilson (2013) through their literary work on “A Study on
Customer Behaviour Towards Banking Services With Special Reference To
Public Sector Banks in Sivagangai Dist.”, State that the banking sector has under
gone many changes in the new economic policy based on privatization, globalization
and liberalizations adopted by government of India. Customer is the king in the
present day banking. Since the banks are providing tailor made services to the
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changing needs of the ultra-modern customer to face their stiff competition from the
rival banks. Today the customer services preference keep on changing at a rapid speed
and their demands. Today the challenging and tough job for the bankers is retaining
their existing customer base and acquiring new customer. The aim of the bankers is to
make the customers achieve their financial goals. To achieve the highly challenging
task of customers satisfaction bankers are turning to technology for help. Bankers are
not only satisfying the customer but must also trigger the attitude of the customers
towards the bank. Even though the customer is well educated, still some times due to
high technology banking services they hesitate for the transaction.
Jayshree Chavan and Faizan Ahmad (2013) studied on, “Factors Affecting on
Customer Satisfaction in Retail Banking: An Empirical Study” They attempt to
measure the overall satisfaction of customers in retail banking and to identify the
factors affecting the customer satisfaction in retail banks. The study is confined to
public sector, private sector and co-operative sector banks in Sangli and Solapur
districts in western Maharashtra in India. Though, banks have started realizing that
their business increasingly depends on the quality of the consumer service provided
and overall satisfaction of the customer. As the study is been analysed, there are 200
customers from public sectors banks, 200 customers from private sector banks and
200 customers from cooperative sector banks were selected. Validity and reliability
tests were employed to check the reliability of the survey questionnaire. The findings
revealed that customer satisfaction, a transaction-specific attribute, is dependent on
nine different factors i.e. Tangibility, E-fulfillment, Convenience & Availability,
Accuracy, Responsiveness, Empathy, Promptness, Personal Assistance. This study
would further help the bank management not only in improving the overall level of
customer satisfaction but also strengthening the bond between the banks and their
customers, thereby helping the banks to retain and/or expand their overall customer
base. Today, customers expect higher quality services from banks which, if fulfilled,
could result in significantly improved customer satisfaction, and potentially retention
levels.
Revathy B. (2012) Indian Banking Retail Industry, as made an attempt ascertain

the level of awareness among the respondents about the retail banking services, to
measure the level of satisfaction regarding retail products and services and to offer
suggestions to expand the retail market through improved customer services. The
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study based on 60 customers each from SBI and Indian Overseas Banks are selected
on convenience sampling method. The study reveals the customers were highly aware
of most of the retail banking products except some like home banking, telebanking
and institutional financing. It also reveals that routine operations factors are highly
influencing the satisfaction level of the customers. The study concludes retail banking
offers phenomenal opportunities for growth and development, the challenges are
equally formidable. How far the retail banking is able to lead the growth of banking
industry in future would depends upon the challenges and how it makes use of the
opportunities effectively.
Kriti Bardhan Gupta (2009) has study on Consumer Behaviour for Food
Products in India, Primary data was collected through questionnaire from 326
respondents in Uttar Pradesh. The relative importance of various food purchasing
criteria was estimated for four different food categories, food and vegetables; milk
and milk products; food grains and pulses; and processed foods on 1-5 scale. The
study explored the consumer behaviour for food products in India from different
perspectives. People accepted the fact that their food habits get affected with the
shifting to a new region but many basic buying and consumption behaviour do not
change. Some of the changes in buying and consumption behaviour of relocated
people, which were observed after their settlement to a new region, were not
significantly different from the level of changes in behaviour of non-moving people.
However, compared to the last 10 years, people have started preferring more healthy
foods and are willing to try out new dishes everywhere. They tend to learn new dishes
in cooking and eat new food items after relocation without discontinuing their
traditional food items. There is also influence of children on the type of food items
that they eat.
According to Bitta and Della (2004), in the book ‘Consumer Behaviour’- the
authors proposed that consumer behaviour studies play an important role in deciding
marketing segments and marketing strategies. The authors recommended that
consumer is often studied because certain discussions are significantly affected by
their behaviour or expected actions. For this reason such consumer behaviour is said
to be an applied discipline. Such applications can exist at two levels of analysis.
Market segmentation, consumer decision making and buying behaviour is considered
as core marketing activities in designing effective marketing strategies. The micro
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perspective involves understanding consumers for the purpose of helping a firm or

organisation to accomplish its objectives. On the other hand macro or societal
perspective consumers collectively influence economic and social conditions within
an entire society. The authors discussed factors affecting consumer behaviour at micro
and macro level for making a purchase decision.
According to Karunik L. & Schiffman Lenon (2010) the book ‘Consumer

Behaviour’- have highlighted the dynamic business environment and they it be
turbulent as never before & the service industry as promising as never before. In this
era of intense competition companies understand the customer is the king in the
market and success depends a lot on the efficiency of the managers in delivering the
promised product or services. The responsibility lies on the organisations to develop a
culture, ethics, responsibility, value and quality services should be offered to achieve
higher level of customer satisfaction. Dynamic consumer behaviour is required to
analyse various factors affecting consumer purchase decision directly or indirectly.
According to Hoyer, W.D. & and Macinnis, D.J. (2008) in the book ‘Consumer
behaviour’, reflects the totality of customer’s decision with respect to consumption,
acquisition and disposition of products, services, tasks, people, ideas and experiences
by units of decision making. Consumer behaviour includes why they purchase, what
they purchase, when they purchase, how often they purchase, where they purchase,
influence of such evaluation on future, how they calculate it after the purchase and
how they regulate it. Consumer behaviour means more than just how an individual
purchases products. Therefore the efforts of marketing focus on the ideas, tasks and
services of customers. The manner in which the customers purchase is extremely
important to marketers. It is essential to know how a customer reacts towards varied
product features, advertisements and costs in order to assure powerful competitive
benefit.
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Definitions:
Author (Year) Definition
Solomon, et al. (1995) Consumer is the study “of the processes
involved when individuals or groups select,
purchase, use, or dispose of products, services,
ideas, or experiences to satisfy needs and
desires.”
Loudon and Bitta (2004) “The decision process and physical activity
engaged in when evaluating, acquiring, using or
disposing of goods and services.”
Batra & Kazmi (2004) “Consumer behaviour is mental and emotional
processes and the observable behaviour of
consumers during searching purchasing and post
consumption of a product and service.”
Engel, Blackwell and Miniard “Those actions directly involved in obtaining,
(2006) consuming and disposing of products and
services including the decision processes that
precede and follow these actions.”
Schiffman and Kanuk (2007) “The behaviour that consumers display in
searching for, purchasing, using, evaluating, and
disposing of products and services that they
expect will satisfy their needs.”
Hawkins, Best, and Coney (2007) Consumer behaviour can be defined as “the
study of individuals, groups or organisations
and the processes they use to select, secure, use
and dispose of products, services, experiences
or ideas to satisfy needs and the impacts that
these processes have on the consumer and
society.”
Stallworth (2008) Consumer behaviour can be defined “as a set of
activities which involves the purchase and use
of goods and services which resulted from the
customers’ emotional and mental needs and
behavioural responses.”
Kumar (2010) Consumer buying behaviour “refers to the
buying behaviour of final consumers, both
individuals and households, who buy goods and
services for personal consumption.”
Kotler and Keller (2011) Consumer buying behaviour is the study of the
ways of buying and disposing of goods,
services, ideas or experiences by the
individuals, groups and organizations in order to
satisfy their needs and wants.
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Chapter - 04 Research Methodology
4.1 Research Methodology
Research methodology is the specific procedures or techniques used to identify,

select, process, and analyze information about a topic. In fact, research is an art of
scientific investigation. In short, research is the search for knowledge through
objectives and systematic method of finding solution to the problem. In a research
paper, the methodology section allows the reader to critically evaluate a study’s
overall validity and reliability. This section answers the two main questions: How the
data was collected or generated? How was it analyzed or interpreted?
Research Design: Exploratory & Descriptive Design
Types of Research Design
Exploratory Descriptive
Exploratory Research Design:
Exploratory research design is used to investigate a problem which is not clearly

defined. It is been conducted to have a better understanding about the existing
problem. It tries to gather the information from the participants who has a
considerable knowledge about the problem.
Descriptive Research Design:
Descriptive research is also known as statistical research, describes the characteristics

about the population or phenomenon, being studied. Descriptive research answers to
the questions who, what, when, where and how. Although the data description being
factual, accurate and systematic, the research cannot describe what caused a situation.
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4.2 Objectives of study:
1. To understand the concept and significance of consumer behaviour.

2. To study the consumer behaviour towards the banking products with special
reference to DCB Bank Ltd., Silvassa.
3. To gauge the overall satisfaction upon services received by the consumers of
DCB Bank Ltd.
4.3 Sampling Design:
 Sampling Technique: Random Sampling

 Sampling Area: Silvassa
 Sample Size: 120 respondents
 Population for study: Consumers of the service at DCB Bank Ltd, Silvassa
 Data collection Method: Survey Method
 Source of data collection:
Primary Data – Questionnaire
Secondary Data - Articles, Books & Websites
 Analytical Tool – Percentage Method
Data Collection: The data is been collected by two sources i.e. primary data &
secondary data. In the current project both the type of data is been used.
Data Collection
Primary Secondary
Primary Source of Data: This data are collected at first hand especially for the
purpose of study are known as primary data. This data has been collected through the
personal contact with the account holders of the bank.
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In current study, following are the ways in which the data is been collected:
 Questionnaire: A set of 15 questions was asked to respondents.

 Direct Interviewing: Questions were directly asked to the customers and
feedback was been taken.
Secondary Source of Data: This type of data is been readily available, where one
need not to put much efforts to collect the information because it is already been
collected by some researchers, experts and socialites.
In the project report secondary data is been collected from articles, websites,
project report and journals.
Tool used for analysis of data:
 Estimation & presentation of frequency distribution.

 Charts and diagrams.
 Percentage Analysis.
4.4 Scope of study:
 The scope of the study is to study about the consumer behaviour towards
banking products.
 The study shows the awareness of customers towards banking products.
 The study emphasize on attracting new customers and shifting towards
retaining profitable customers and building lasting relationships with them.
 The study refers the term customers of Bank as synonym to consumers of
service provided at Bank.
Limitations of the study:
 The project studies the consumer behaviour for the banking products in
Silvassa region and with a limited sample of 120 respondents possible to be
approached during the time span allotted for the study.
 The project study is limited to the respondents, having an account in DCB
Bank Ltd.
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Research Process:
Identification of Topic
A Study on Consumer Behaviour towards Banking Products
Literature review
Books & Articles have been reviewed related to topic
Questionnaire Preparation & Approval

15 questions were prepared in the form of open-ended & close-ended questions
Collection of Data
Analysis of data
Interpretation of data
Preparation of report
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Chapter - 05 Data Presentation & Analysis
The Researcher has attempted the analysis as per the objectives been set for the study:
Objective 1 - To understand the concept & significance of consumer behaviour.
Consumer Behaviour is referred to the behaviour displayed by the individual while

they are buying, consuming or disposing any particular products or services. These
behaviours are being affected by the multiple factors. The customers while purchasing
the products goes through many steps. As it involves the search for a product,
evaluation of product where the customer evaluates different features, purchase and
consumption of product. Lastly the post-purchase behaviour of the product is been
studied which shows the consumer is satisfied or dissatisfied where it involves
disposal of product.
The study of consumer behaviours helps business managers, salesperson and

marketers in the following ways:
 To design the best possible product or service that fully satisfies consumer’s
needs and demands.
 To decide where the products or service would be made available for easy
access to consumers.
 To decide the price where the consumer would be ready to buy that products
or services.
 To attract the customers, to buy a product find out the best method of
promotion that would prove to be effective.
 To understand how, when, what, why and other factors that influence buying
decisions of the consumer.
 To understand consumers decision to dispose of the products and services.
 To understand the factors influencing the consumer buying behaviour.
 To help marketers to sell of product and create focused marketing strategies.
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Objective 2 - To study the consumer behaviour towards the banking products

with special reference to DCB Bank Ltd., Silvassa.
Demographic Profile of Respondents
 Gender of Respondents
Table No. 5.1
Gender No. of Respondents Percentage%a
Male 108 90%
Female 12 10%
Total 120 100
Gender
100
90
90
80
70
60
50 Male
40 Female
30
20
10 10
0
Male Female
Graph No. 1
Source: Primary Data Collection
Interpretation:
 The Researcher observes that out of total respondents for the study majority
are the Male members i.e., 90% & only 10% of the respondents are Female.
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 Age of Respondents
Table No. 5.2
Parameters No. of Respondents Percentage%
18-30 45 37.5%
31-45 32 26.66%
46-60 23 19.16%
60 & Above 20 16.66%
Total 120 100
Age
40 37.5
35
30 26.66
25 18-30
19.16 31-45
20 16.66
15 46-60
10 61 & Above
5
0
18-30 31-45 46-60 61 & Above
Graph No. 2
Interpretation:
 The observation states that most of the respondents i.e., 37.5% are between 18
-30 age bracket.
 Further the observation states that, in the age bracket of 31-45 there are
26.66% of respondents. In the age bracket of 61 & above there are least
respondents as compared to other age bracket i.e., 16.66%.
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 Occupation of Respondents
Table No. 5.3

Service class 90 75%
Businessman 20 16.66%
Professionals 2 1.66%
Student 3 2.5%
Others 5 4.16%
Total 120 100
Occupation
80 75
70
60
Service class
50
Businessman
40
Professionals
30 Student
20 16.66 Others
10 4.16
1.66 2.5
0
Service class Businessman Professionals Student Others
Graph No. 3
Interpretation:
 The observation states that 75% of the respondents are from service class and
16.66% of them are the business background.
 The observation further states that 2.5% of the respondents are students and
4.16% of respondents are from other background.
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 Annual Income of Respondent

Table No. 5.4
3,00,000 – 6,00,000 75 62.5%
6,00,000 – 9,00,000 25 20.83%
9,00,000 – 12,00,000 20 16.66%
12,00,000 & Above 0 0
Total 120 100
Annual Income
70 62.5
60
50 3,00,000-6,00,000
40
6,00,000-9,00,000
30
20.83 9,00,000-12,00,000
20 16.66
0
12,00,000 & Above
10
0
Graph No. 4
Interpretation:
 The observation states that there are 62.5% of respondents from 3,00,000 –
6,00,000.
 Further the observation states that there are 20.83% of respondents from
6,00,000 – 9,00,000 and 16.66% of respondents from 9,00,000 – 12,00,000 of
Income Group. There are no respondents in the bracket of 12,00,000 & above
Income Group.
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Banks considered most Technologically Advanced
Table No. 5.5

Parameter No. of Respondents Percentage%
Private sector 96 80%
Public sector 15 12.5%
Co- operative sector 9 7.5%
Total 120 100
Bank considered most Techonologically Advanced

90
80
80
70
60 Private sector Bank
50
Public sector Bank
40
Co-operative Banks
30
20 12.5
7.5
10
0
Private sector Bank Public sector Bank Co-operative Banks
Graph No. 5
Interpretation:
 The Researcher’s aim was to understand the perception of respondents

towards technologically advanced banks in the category of Public, Private &
Co- operative sector.
 The analysis leads to the understanding that 80% of respondents find Private
Sector Bank to be more advanced.
 The further analysis states that 12.5% of respondents consider Public Sector as
advance & 7.5% of respondents consider Co- operative Banks as advance.
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Attribute of DCB Bank valued most by customer
Table No. 5.6

Quality of Service 42 35%
Incentive Schemes 3 2.5%
Technology used 3 2.5%
Trust 72 60%
Total 120 100
Attribute of DCB Bank valued most by customer

70
60
60
50
Quality of service
40 35
Incentives of schemes
30 Technology used
20 Trust
10
2.5 2.5
0
Quality of service Incentives of Technology used Trust
schemes
Graph No. 6
Interpretation:
 The observation states that 60% of the respondents valued the attribute i.e.
Trust followed by 35% of respondents valued the attribute i.e. quality of
service.
 Further the observation states that 2.5% of the respondents few valued the
attribute i.e. Incentive schemes & technology used.
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Clients of other Banks
Table No. 5.7

One 8 6.66%
Two 69 57.5%
Three & Above 43 35.83%
Total 120 100
Clients of other bank

70
60 57.5
50
40 One
35.83
Two
30 Three & Above
20
10 6.66
0
Graph No. 7
Interpretation:
 The analysis leads to the understanding that 57.5% of the respondents are the
Clients of two banks.
 Further the analysis shows that 35.83% of the respondents are the Clients of
three & above banks.
 Also the analysis states that only 6.66% of respondents are the Clients of one
bank.
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Most important reason for preferring DCB Bank by Customer
Table No. 5.8

Family Tradition / Familiarity 8 6.66%
Speedy Delivery 80 66.66%
Customization of Services 12 10%
Standardize procedures 9 7.5%
Nearness to office 11 9.16%
Total 120 100
Most important reason for preferring DCB Bank by customer
66.66
70
60
50 Family/ Familiarity
40
Speedy Delivery
30
20 10 7.5 9.16 Customization of
6.66
10 Services
0 Standardize procedures
Graph No. 8
Interpretation:
 The study states that 66.66% of respondents said speedy delivery is the most
important reason for preferring the DCB Bank followed by 10% of
respondents find customization of services.
 The study also states that 9.16% of respondents find nearness to
office/residence whereas, 7.5% of respondents find bank to have standardize
procedures as the reason for preferring DCB Bank.
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Most preferred product at DCB Bank
Table No 5.9
Loans 18 15%
Insurance 4 3.33%
Fixed Deposits 75 62.5%
Debit & Credit Cards 6 5%
Electronic Bill Payment/ Funds Transfer 8 6.66%
Locker’s facility 6 5%
Others 3 2.5%
Total 120 100
Most preferred product at DCB Bank

70 62.5 Loans
60
Insurance
50
40 Fixed Deposits
30
20 15 Debit & Credit Cards
3.33 5 6.66 5
10 2.5
Electronic Bill Payment/
0 Funds Transfer
Locker's Facility
Others
Graph No. 9
Interpretation:
 The analysis states that 62.5% of the respondents preferred the fixed deposits
followed by the 15% of the respondents prefer the loan facilities with the
bank.
 Further, the analysis states that 6.66% of respondents prefer the electronic bill
payment with bank whereas, the 5% of respondents prefers the locker’s
facility and debit & credit cards with the bank.
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Customer considering the top most things in a new bank
Table No. 5.10

Innovation 33 27.5%
Value 25 20.83%
Price 0 0
Brand 54 45%
Others 8 6.66%
Total 120 100
Customer considering the top most thing in the new bank

50
45
45
40
35 Innovation
30 27.5
Value
25 20.83
Price
20
15 Brand
10 6.66 Others
5
0
0
Innovation Value Price Brand Others
Graph No. 10
Interpretation:
 The Researchers aim was to understand the top most things considered by the
respondents in the bank in the category of Innovation, Value, Price, Brand, &
others.
 The observation states that 45% of the respondents consider the brand as the
top most thing followed by 27.5% of respondents consider the Innovation as
the top most thing to be considered for a bank. The observation further states
that 20.83% of the respondents consider Value as less comparative to the
brand & Innovation.
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Frequency of availing banking services by customer per month
Table No. 5.11

Parameter Nil 1-4 Times 5-8 Times Above 8 Times Total
Branch Banking 21 90 5 4 120

ATM 39 68 13 0 120
Internet Banking 55 54 6 5 120
Mobile Banking 86 31 3 0 120
Interpretation:
 The Researcher’s aim was to understand the banking services most frequently
being availed by the respondents per month.
 The observation states that branch banking was mostly availed by the
respondents in the bracket of 1 – 4 times a month. There were 90 such
respondents i.e. 75% of the total respondents. There were good 21
respondents who didn’t visit the Branch for banking services every month.
 The observation further states that mostly 68 i.e. 57% of the respondents avail
ATM services 1-4 times a month and none of the respondents avail the ATM
services above 8 Times.
 The analysis further states that mostly 55 i.e. 45.83% of the respondents does
not avail the Internet banking and 86 i.e. 72% of the respondents does not
avail the Mobile banking services.
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Customer’s Response regarding staff behaviour & Communication
Table no 5.12
Excellent 98 81.66%
Good 22 18.33%
Average 0 0
Poor 0 0
Very Poor 0 0
Total 120 100
Customer's Response regarding staff behaviour and

communication
90 81.66
80
70
60 Excellent
50 Good
40 Average
30 Poor
18.33
20 Very Poor
10
0 0 0
0
Excellent Good Average Poor Very Poor
Graph No. 12
Interpretation:
 The study states that majority of the 100% of the respondents were happy by
the staff behaviour and the communication done with the customer at DCB
Bank.
 The study also states that none of the respondents dislikes the staff behaviour
& communication at the DCB Bank.
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Regular Alerts of Product/ Services & Availing of New Schemes

(DCB Bank)
Table No. 5.13

Yes 112 93.33%
No 0 0
Can’t Say 8 6.66%
Total 120 100
Regular Alerts for Products/Services & Availing of New

Schemes by DCB Bank
100 93.33
90
80
70
60
Yes
50
No
40
30 Can't say
20
6.66
10
0
0
Yes No Can't say
Graph No. 13
Interpretation:
 The analysis states that 93.33% of the respondents say that they are getting
regular alert for products and services and availing of new schemes by the
bank.
 The analysis also states that very few i.e. 6.66% of the respondents cannot
exactly answer on it.
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Ambience & Cleanliness in Silvassa Branch Premises
Table No. 5.14

Parameter No. of Responses Percentage%
Excellent 97 80.83%
Good 23 19.16%
Average 0 0
Poor 0 0
Total 120 100
Customer's response regarding Ambience & Cleanliness in

Silvassa Branch Premises
90
80.83
80
70
60
Excellent
50
Good
40
Average
30
19.16 Poor
20
10
0 0
0
Excellent Good Average Poor
Graph No. 14
Interpretation:
 The analysis states that 80.83% of the respondents found the ambience &
cleanliness of Silvassa branch premises as Excellent.
 The analysis also states that 19.16% of the respondents found it to be good.
 Further the analysis also states that none of the respondents found the
ambience and cleanliness to be the average or poor.
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Time taken by DCB Bank service provider for delivering the

products
Table No. 5.15

Very Quick 103 85.83%
Reasonable 17 14.16%
Delayed 0 0
Total 120 100
Time taken by DCB Bank Service provider for delivering the

products
100
90 85.83
80
70
60
Very Quick
50
Reasonable
40
30 Delayed
20 14.16
10
0
0
Very Quick Reasonable Delayed
Graph No: 15
Interpretation:
 The analysis states that 85.83% of the respondents feel that the bank provide
quick service.
 The further analysis also states that 14.16% of the respondents feel that the
bank provide reasonable services to its customer.
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Complaint during last 12 months on any bank official matters
Table No. 5.16

Yes 8 6.66%
No 112 93.33%
Total 120 100
Complaint during last 12 months on any bank official matters

100 93.33
90
80
70
60
50 Yes
40 No
30
20
6.66
10
0
Yes No
Graph No. 16
Interpretation:
 The analysis states that 93.33% of the respondents mostly had no complaints
during the last 12 months with the bank.
 Further the analysis says that only 6.66% of the respondents had a complaints
with the bank.
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If Yes, Nature of Complaint during last 12 months
Table No. 5.17

No. of Respondents with Percentage of
Parameters complaints respondents with
complaints
Misbehaviour 0 0
Error 0 0
Delay in providing Information 8 100%
Others 0 0
Total 8 100%
Nature of complaint during the last 12 months

7 100
6
5
Misbehaviour
4
Error
3 Delay
2 Others
1
0 0 0
0
Misbehaviour Error Delay Others
Graph No. 17
Interpretation:
 The analysis states that very few i.e., 8 out of 120 respondents have
complaints with the bank and this 100% of complaints have same nature of
complaint with the bank i.e. delay in providing the information.
 Researcher observes that none of the respondents having a complaint with
misbehaviour or error occurred during any official matters with the bank.
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Knowledge of the staff of DCB Bank
Table No. 5.18

Excellent 83 69.16%
Good 37 30.83%
Average 0 0
Poor 0 0
Very Poor 0 0
Total 120 100
Knowledge of the staff of DCB Bank

80
69.16
70
60
Excellent
50
Good
40
30.83 Average
30
Poor
20 Very Poor
10
0 0 0
0
Graph No. 18
Interpretation:
 The analysis states that 69.16% of the respondents said that knowledge of the
staff is excellent.
 Further the analysis also states that 30.83% of the respondents said that
knowledge of the staff is good.
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Politeness/ Hospitality at DCB Bank
Table No. 5.19

Excellent 91 75.83%
Good 29 24.16%
Average 0 0
Poor 0 0
Very Poor 0 0
Total 120 100
o. 19
Politeness/ Hospitality of DCB Bank
80 75.83
70
60
Excellent
50
Good
40
Average
30 24.16
Poor
20
Very Poor
10
0 0 0
0
Graph No. 19
Interpretation:
 The analysis states that 75.83% of the respondents said that the
politeness/hospitality of the staff was excellent at the bank.
 The analysis also states that 24.16% of the respondents said that the
politeness/ hospitality of the staff was good at DCB bank.
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Helpful Staff while handling the customers
Table No. 5.20

Excellent 88 73.33%
Good 32 26.66%
Average 0 0
Poor 0 0
Very Poor 0 0
Total 120 100
Helpful staff while handling customer

80 73.33
70
60
Excellent
50
Good
40
Average
30 26.66
Poor
20 Very Poor
10
0 0 0
0
Graph No. 20
Interpretation:
 The analysis states that 73.33% of the respondent said that the staff was
excellent in handling their customers.
 The analysis states that 26.66% of the respondent said that the staff was
helpful as it was good in handling their customers.
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Variety of services offered at Bank
Table No. 5.21

Excellent 90 75%
Good 30 25%
Average 0 0
Poor 0 0
Very Poor 0 0
Total 120 100
Variety of services offered by bank

80 75
70
60
Excellent
50
Good
40
Average
30 25
Poor
20 Very Poor
10
0 0 0
0
Graph No. 21
Interpretation:
 The analysis of the study states that 75% of the respondents says that the
variety is services offered by the bank is excellent.
 Further the analysis shows that 25% of the respondents says that the variety of
the services being offered by the bank is good.
 The study also states that none of the respondents says the variety of services
being offered is average or poor.
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Handling of the customer grievances by bank
Table No. 5.22

Excellent 97 80.83%
Good 23 19.16%
Average 0 0
Poor 0 0
Very Poor 0 0
Total 120 100
Handling of customer greivances by bank

90
80.83
80
70
60 Excellent
50 Good
40 Average
30 Poor
19.16
20 Very Poor
10
0 0 0
0
Graph No. 22
Interpretation:
 The analysis of the study says that 80.83% of the respondents find the
handling of the customer grievances excellent at the bank.
 Further the analysis also shows that 19.16% of the respondents which are few
also finds the handling of customer grievances to be good at DCB Bank.
 The analysis of the study also says none of the respondents found the handling
of the grievances to be the poor.
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Score of the Respondents on overall experience
Table No. 5.23

Score No. of Respondents Percentage
1 0 0
2 0 0
3 0 0
4 0 0
5 0 0
6 0 0
7 9 7.5%
8 46 38.33%
9 48 40%
10 17 14.16%
Score of the respondents on overall Experience

45
40 1
40 38.33
2
35
3
30
4
25
5
20
14.16
6
15
7
10 7.5
8
5
0 0 0 0 0 0 9
0
10
1 2 3 4 5 6 7 8 9 10
Graph No. 23
Interpretation:
 The analysis states that the overall experience of the respondents was rated 8
out of 10 on an average, which signifies a very satisfactory customer
experiences.
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Objective 3 - To gauge the overall satisfaction upon services received by the

customers of DCB Bank Ltd.
Overall customer satisfaction and awareness of the products offered

by Bank
Table No. 5.24

Parameter No. of Respondents Percentage
Yes 118 98.33%
No 2 1.66%
Total 120 100
Overall customer satisfaction and awareness regarding the

products offered by bank
120
98.33
100
80
60 Yes
NO
40
20
1.66
0
Yes NO
Graph No. 24
Interpretation:
 The Researcher intends to derive the overall customer satisfaction and

awareness of the products offered to the customers of the DCB Bank Ltd.
 The analysis of the study states that 98.33% of the respondents are satisfied
with the bank and the awareness regarding the products being offered.
 The analysis of the study states that 1.66% of the respondents are not satisfied
with the bank and the awareness regarding the products being offered.
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If Yes, Rating of the overall services received by DCB bank
Table No. 5.25

Parameter No. of Respondents Percentage
Excellent 80 67.80%
Good 38 32.20%
Average 0 0
Poor 0 0
Total 118 100
Rating of overall services

80.00
67.80
70.00
60.00
50.00 Excellent
40.00 Good
32.20
30.00 Average
20.00 Poor
10.00
0 0
0.00
Excellent Good Average Poor
Graph No. 25
Interpretation:
 The study states that 99.99% of the respondents says that the rating of the
overall services received by DCB Bank was excellent and rest stated it as
good.
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Chapter – 06 Findings & Conclusion
FINDINGS:
The Researcher based on the observation and analysis has come up with the following
findings:-
1. The Researcher gathers that as against the Public Sector and Cooperatives, the
Private sector Banks are more technologically advanced i.e., 80% of the
respondents have stated the same. (Table No. 5.5)
2. The Researcher understands that the attribute being most valued by the
customer in the bank i.e. trust as 60% of the respondents have stated the same
followed by 35% of the respondents valued the attribute i.e. quality of service.
(Table No. 5.6)
3. The Researcher finds that 57.5% of the respondents are having their account in
other two banks followed by 35.83% of the respondents are the clients of other
three banks. Only 6.6% of the respondents would like to have an account with
one bank. (Table No. 5.7)
4. The Researcher understands that as against familiarity, Customization of
Services, Standardize procedures and Nearness to office/residence, the speedy
delivery is the reason of 67% of the respondents for preferring DCB Bank as
their bank. (Table No. 5.8)
5. The Researcher gathers that 62.5% of the respondents preferred the fixed
deposit product as compared to other product facilities as it gives good return
on an investment to the customer. (Table No. 5.9)
6. The Researcher understands that as against Innovation, Value, Price and
Others, the Brand is considered to be the top most thing by 45% of the
respondents and generally 25.7% of the respondents consider the Innovation
as the top most thing in the new bank. (Table No. 5.10)
7. The Researcher identifies that the customer are happy with the communication
and the staff behaviour done by the bank service provider as 100% of the
respondents are satisfied and thus none of the respondents dislikes the staff
behaviour and communication done by the bank service provider. (Table No.
5.12)
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8. The Researcher understands that giving the regular alerts for products and
services will help the customer as 93.33% of the respondents say that they are
getting regular alerts for the products & services from the bank and the
analysis also states that very few that is 6.66% of the respondents don’t want
to comment on this. (Table No. 5.13)
9. The Researcher understand that the ambience & Cleanliness of the bank
attracts the customer as 99.99% of the respondents found that the ambience &
cleanliness of the bank is Excellent and thus none of the respondent dislike the
ambience and cleanliness of the bank as poor. (Table No. 5.14)
10. The Researcher finds that time taken at the bank for delivering services is
quite good because 85.83% of the respondents feel that the bank provide them
quick service and 14.16% of the respondents found it reasonable. (Table No.
5.15)
11. The Researcher identifies that most of the respondents said that the knowledge
of the staff is Excellent. The respondents also said the politeness and
hospitality at the bank is good and the staff are helpful while handling the
customer and even the bank offers excellent variety of services to its
customers. Even 80.83% of the respondents also suggested that the bank is
excellent in handling the customer grievances and none of the respondents
dislikes the bank staff in terms of these parameters. (Table No. 5.18) (Table
No. 5.19) ( Table No. 5.20) (Table No. 5.21) (Table No. 5.22)
12. The Researcher finds that 98.33% of the respondents are satisfied with the
bank’s services and the awareness regarding the products being offered. Out of
these satisfied respondents 99.99% of the respondents rate the overall services
received by the DCB bank as excellent. (Table No. 5.24) ( Table No. 5.25)
SSR IMR Page 56

CONCLUSIONS:
The project intended to gather the understanding on consumer behaviour towards

banking products by the customers of DCB Bank Ltd. The result and findings of this
research study exemplifies the fact that an in-depth research has been conducted and
all the objectives set for the research work has been fully accomplished and the
analysis is also performed to the maximum extent possible. The study enhances the
confidence of the bank towards its products and services and validates the fact that
consumer behaviour is essential aspects to be considered for gauging the customer
satisfaction. The study establishes connect with the existing literature with respect to
the theme of the study and produces a compiled theory for further literature reviews.
Majorly the customers had a wonderful experience with major satisfaction in almost
every parameter of the study. As further, the bond of DCB bank with its customers is
too strong because DCB bank mainly focuses on retaining their customer relationship.
This extends to the assumption that DCB bank sincerely adopts the practice of
retaining customers and it was seen that the customer are satisfied with their service.
SSR IMR Page 57

Chapter – 07 Learning Through Project
Personal Learning:
 Professionalism
 Communicating with others
 Appreciation
 Patience and Flexibility
 Handling of Stress
 Managing work & activity
 Learned to be more empathetic
Professional Learning:
 The employees working in the bank were quiet disciplined and did their
banking related work on time.
 Bank is more emphasizing on betterment of the employees by providing them
training and retaining the customer relationship by availing them with better
services.
 Developed a professional relationship.
SSR IMR Page 58

Chapter – 08 Project Contributions
Recommendations & Suggestions:
The Researcher based on the findings has come up with the following suggestions:
 The Researcher through the personal interaction has understood that the few
consumer i.e. 6.66% of the respondents have a complaint regarding the
services being delayed by the bank at times. Hence a general suggestion in this
regard is to conduct a monitoring exercise on time schedule for the employees
at the bank on random basis to ensure further promptness in serving and
eventually meeting the further satisfaction of their customers.
 DCB Bank products may further concentrate on attractive advertisement and

various promotional strategies to make the customer aware regarding the
regular alert of products and services and availing of new schemes, as being
more competitive from other banks.
SSR IMR Page 59

Riya DCB Bank - SIP

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Riya DCB Bank - SIP

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Savitribai Phule Pune University, Pune

Chapter - 01 Organisation Profile

1.1 Industry Profile

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1.2 History of banking Industry

In the early 1990s, then government embarked on the policy of liberalisation,

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Future of Banking Industry

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1.3 COMPANY PROFILE

About DCB Bank Limited:

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History & Present status of the Bank:

Corporate Social Responsibility:

a) Conservation of water / water storage / water usage / protecting water bodies

These are just a few of DCB Bank’s philanthropic initiatives.

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Treat Everyone with Dignity Respect

Do What is Right Ethical

Be Open & Transparent Fair

Sense of Urgency, Passion & Energy Dynamic

Go the Extra Mile, Find Solutions Stretch

Improve Continuously Excellence

Play as a Team, To Win Teamwork

Support the Society Contribute

 HDFC BANK LTD.

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ORGANISATION STRUCTURE OF DCB BANK

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Products & Services:

Loans: Car loan, Home loan, Gold loan, Business Loan.

Third Party: Health Insurance, Life Insurance and General Insurance.

Silvassa- 396230 (U.T. of D &N.H)

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Chapter – 02 Project Introduction

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2.2 Overview of Topic:

Consumer Behaviour is the process of making decisions and actions of people /

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feedback, he will then be bound to change his preference. Secondly, the

Factors Influencing the Consumer Buying Behaviour

CULTURAL FACTORS: In Cultural factors, the marketers need to understand the

Culture - Culture is the most fundamental reason of an individual’s wants and

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Sub-culture - Each culture contains smaller subcultures or groups of people with

SOCIAL FACTORS: A consumer’s behaviour also is influenced by social factors,

Reference Groups - Many small groups influence a person’s behaviour. Membership

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Economic situation - A person’s economic situation will affect product choice.

Lifestyle - It is a person’s pattern of living as expressed in his or her psychographics.

Personality and Self-concept - Each individual’s different personality influences his

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Learnings: When people act, they learn. Learning describes changes in an

2.3 Problem Statement

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Chapter - 03 Literature Review

3.1 Theoretical Background

Consumer Behaviour is the behaviour that consumer display in scanning for

Need for Studying Consumer Behaviour:

 To survive in the market, a firm needs to be constantly innovating and

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