A Synopsis of

Summer Training Project Report

On
A STUDY
ON RETAIL BANKING
AT
AXIS BANK

Submitted in Partial fulfillment of requirement of award of MBA

degree of

GGSIPU, New Delhi

Submitted By: ABHISHEK SHUKLA

Enrollment No. 35115603918
Semester: MBA III Semester
Batch: 2018-20

Dr. Akhilesh Das Gupta Institute of Technology &

Management
(Affiliated to GGSIPU)

FC-26, Shastri Park, Delhi-110053

INDUSTRY PROFILE
“BANKS”

A bank is a commercial or state institution that provides financial services, including issuing
money in form of coins, banknotes or debit cards, receiving deposits of money, lending
money and processing transactions.

A commercial bank accepts deposits from customers and in turn makes loans based on those
deposits.

Some banks (called Banks of issue) issue banknotes as legal tender. Many banks offer
ancillary financial services to make additional profit.

For example: selling insurance products, investment products or stock broking.

Most banks also rent safe deposit boxes in their vault.

Currently in most jurisdictions, commercial banks are regulated and require permission to
operate.

Operational authority is granted by bank regulatory authorities and provide rights to conduct
the most fundamental banking services such as accepting deposits and making loans.

A commercial bank is usually defined as an institution that both accepts deposits and makes
loans; there are also financial institutions that provide selected banking services without
meeting the legal definition of a bank (see banking institutions).

Banks have a long history, and have influenced economies and politics for centuries.

In history, the primary purpose of a bank was to provide liquidity to trading companies.

Banks advanced funds to allow businesses to purchase inventory, and collected those funds
back with interest when the goods were sold.

For centuries, the banking industry only dealt with businesses, not consumers.

Commercial lending today is a very intense activity, with banks carefully analysing the
financial condition of its business clients to determine the level of risk in each loan
transaction.

Banking services have expanded to include services directed at individuals and risks in these
much smaller transactions are pooled.

A bank generates a profit from the differential between what level of interest it pays for
deposits and other sources of funds, and what level of interest it charges in its lending activity
However, lending activities still provide the bulk of a commercial bank's income. The name
bank derives from the Italian word banco.

COMPANY PROFILE

“AXIS BANK ”

Axis Bank is the third largest private sector bank in India. The Bank offers the entire
spectrum of financial services to customer segments covering Large and Mid-Corporates,
MSME, Agriculture and Retail Businesses.
The Bank has a large footprint of 4,050 domestic branches (including extension counters)
with 11,801 ATMs & 4,917 cash recyclers spread across the country as on 31st March, 2019.
The overseas operations of the Bank are spread over nine international offices with branches
at Singapore, Hong Kong, Dubai (at the DIFC), Colombo and Shanghai; representative
offices at Dhaka, Dubai, Abu Dhabi and an overseas subsidiary at London, UK. The
international offices focus on corporate lending, trade finance, syndication, investment
banking and liability businesses.
Axis Bank is one of the first new generation private sector banks to have begun operations in
1994. The Bank was promoted in 1993, jointly by Specified Undertaking of Unit Trust of
India (SUUTI) (then known as Unit Trust of India), Life Insurance Corporation of India
(LIC), General Insurance Corporation of India (GIC), National Insurance Company Ltd., The
New India Assurance Company Ltd., The Oriental Insurance Company Ltd. and United India
Insurance Company Ltd. The share holding of Unit Trust of India was subsequently
transferred to SUUTI, an entity established in 2003.
With a balance sheet size of Rs. 8,00,997 crores as on 31st March 2019, Axis Bank has
achieved consistent growth and with a 5 year CAGR (2013-14 to 2018-19) of 16% in Total
Assets, 14% in Total Deposits, 17% in Total Advances

RESEARCH METHODOLGY

“OBJECTIVE OF THE STUDY”

 THE OBJECTIVE OF THE STUDY AS FOLLOW :-

 To understand the concept of Retail Banking.
 To understand the reason for the growth of retail banking.
 . To analyze the challenges & opportunities of it.
 To study the various products being offered in retail banking portfolio.
 . To know the perception of customer towards banking products,specially focused on
Axis bank products.
 To know the customer satisfaction from retail banking services.

“SOURCES OF DATA COLLECTION”

 PRIMARY DATA
The primary data was collected by means of a survey. Questionnaires were prepared
and customers of the banks at two branches were approached to fill up the
questionnaires. The questionnaire contains 20 questions which reflect on the type and
quality of services provided by the banks to the customers. The response of the
customer and the is recorded on a grade scale of strongly disagree, disagree,
uncertain, agree and strongly agree for each question. The filled up information was
later analyzed to obtain the required interpretation and the findings.

 SECONDARY DATA
In order to have a proper understanding of the service quality of bank a depth study
was done from the various sources such as books, a lot of data is also collected from
the officialwebsites of the banks and the articles from various search engines like
Google, yahoo search and answers.com.

“RESEARCH DESIGN”

 The research design is exploratory till identification of service quality parameters. Later it
becomes descriptive when it comes to evaluating customer perception of service quality
of the banks.
 Descriptive research, also known as statistical research, describes data and characteristics
about the population or phenomenon being studied. Descriptive research answers the
questions who, what, where, when and how.

 Although the data description is factual, accurate and systematic, the research cannot
describe what caused a situation. Thus, descriptive research cannot be used to create a
causal relationship, where one variable affects another. In other words, descriptive
research can be said to have a low requirement for internal validity.

 The description is used for frequencies, averages and other statistical calculations. Often
the best approach, prior to writing descriptive research, is to conduct a survey
investigation. Qualitative research often has the aim of description and researchers may
follow-up with examinations of why the observations exist and what the implications of
the findings are .

“SCOPE OF THE STUDY”

The scope of this research is to identify the working and banking of AXIS bank. This
research is based on primary data and secondary data. This study only focuses on the
dimensions of banking i.e. RATER. It aims to understand the skill of the company in the area
of banking that are performing well and shows those areas which require improvement. The
study was done taking two branches of AXIS bank into consideration. The survey was
restricted to the bank customers in Delhi only.

RESEARCH SAMPLE
 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: Customers of AXIS bank. Sample Technique: Random Sampling. Research
Instrument: Structured Questionnaire. Contact Method: Personal Interview.
 SAMPLE SIZE: The work is a case of AXIS Bank, one of the largest bank of Indian
banking industry together representing over 25 per cent of the market share of Indian
banking space. The survey was conducted in the city of Delhi with two branches of AXIS
Bank, with 50 customers as respondent.

DATA COLLECTION TOOLS

1. Strongly disagree
2. Disagree
3. Neither agree nor disagree
4. Agree
5. Strongly agree

 Likert scaling is a bipolar scaling method, measuring either positive or negative response
to a statement. The questionnaire consists of two parts. The first part consists of three
questions concerning the demographic information of the respondent such as the name,
age, educational qualifications and income. The second part consisting of 18 questions
exploring the respondent‟ s perception about the service quality of AXIS. For evaluation
of service quality of AXIS bank service quality dimension of reliability, assurance,
tangibility, empathy and responsiveness is used in order to evaluate the actual service
quality of AXIS bank.

“LIMITATIONS OF THE STUDY”

 The study is only for the AXIS Bank confined to a particular location and a very small
sample of respondents. Hence the findings cannot be treated as representative of the
entire banking industry.
 The study can also not be generalized for public and private sector banks of the country.
 Respondents may give biased answers for the required data. Some of the respondents did
not like to respond.
 Respondents tried to escape some statements by simply answering “neither agree nor
disagree” to most of the statements. This was one of the most important limitation faced,
as it was difficult to analyze and come at a right conclusion.
 In our study we have included 50 customers of bank because of time limit.
“REFERENCES”
 Kotler Philip, marketing management, (Pearson education, 12th edition) Malhotra K.
Naresh, marketing research (An applied orientation), Research design, (Prentice hall
of India pvt. 5th edition)

 T.N Chhabra , Human Resource Management

 Websites
www.axisbank.com
https://en.wikipedia.org

 REPORTS/ARTICLES REFFERED:
Annual report of AXIS BANK 2018-19