Consumer Perception Towards HDFC Bank

CONSUMER PERCEPTION TOWARDS HDFC BANK
LOVELY PROFESSIONAL UNIVERSITY
DEPARTMENT OF MANAGEMENT
Report on Summer Training
“Consumer Perception towards HDFC Bank”: An Empirical Study
Submitted to Lovely Professional University
In partial fulfillment of the
Requirements for the award of Degree of
Master of Business Administration
Submitted by:
DEPARTMENT OF MANAGEMENT
LOVELY PROFESSIONAL UNIVERSITY
PHAGWARA
Lovely Professional University 1

ACKNOWLEDGMENT
It gives me immense pleasure to present the report of my project titled “Consumer

Perception towards HDFC Bank: An Empirical Study”. This work would not have been
possible without the assistance and guidance of a number of people. I would like to take this
opportunity to thank each and every one of them. At first I would like to thank the
management of the HDFC Bank for providing me an opportunity to work as summer trainee
at HDFC Bank Maharaj Gunj, Srinagar. I express my sincere gratitude to my Project in
charge at HDFC Bank for taking keen interest in my project work and giving me valuable
guidance at every stage. I also express my sincere gratitude to my project guide Mr. Hitesh
Jhanji for guiding me aptly and at every stage of my project.

Executive Summary
This study “Consumer Perception towards HDFC Bank: An Empirical Study” was conducted
in the area of J&K State (Srinagar City). The HDFC Bank is one of the private banks which
started its operations in the J&K State (Kashmir Division) in the year 2006 with only one
branch in the main city (Srinagar) and today the bank has slowly and steadily widened its
network in the both divisions of J&K state with 19 branches, 15 ATMs and many to be
inaugurated soon. The main competitor of HDFC bank in Kashmir division is J&K bank;
therefore the need arises to know what consumers perceive about HDFC bank. The objectives
of this study are: - i) To understand the customers‟ perception on the service delivery of the
bank. ii) To know why consumers don‟t have account with HDFC bank.
One of the most important developments in banking sector has been the growth of the
financial industry over the past two decades. The benefits of financial industry can be seen in
the form of large scale industrial development, increased employment opportunities, higher
turnover as well as revenue generation to the government and also increase in export of goods
and services.
The scope of study for this research is the Srinagar city in which there are currently five
branches and ten ATMs of HDFC bank and the sample size for this research is 100.The
sampling unit of this research are both HDFC and Non-HDFC customers. The research
design used for this research is the descriptive one as this research is a survey based research.
The study has used Non- Probability sampling design. Non- Probability sampling involves
deliberate selection of a particular unit of the population for constituting a sample. The data
collection tool used for this research is the questionnaire and the data was collected from
respondents was analyzed using the statistical software SPSS. The SPSS statistical tool used
in this research is the Factor Analysis. The Limitation of this study is that the data from the
sample may not reflect the universe; since it is restricted only to the Srinagar city and only
100 Respondents. There was also a time limitation.
The findings of this research are that the customers of HDFC Bank in the Srinagar area prefer
this bank because of the service quality provided by the bank to its customers with they were
not getting from the banks already established in the Kashmir division. The services like Net
Banking, Credit card, Debit Card and Employee behavior were the main competences of
HDFC Bank in the J&K region.

The customer‟s reason for not having account with HDFC Bank is mainly because of the
relationship built with the J&K Bank and other bank was very old. But these banks were
lagging behind in providing the better service to their customers. Other reason like the trust
built by J&K Bank which is a local bank of the region is very strong than the HDFC Bank.
The awareness level of products of HDFC Bank is very less among the customers than the
other banks.
The HDFC Bank should widen its network of branches and ATMs so that the customers
should get easy access to the services of the bank. The number of customer would also
increase due to large network and awareness of products should be give to the people through
different modes of communication like TV, Radio, SMS, Newspapers, etc.

TABLE OF CONTENTS
Chapter
Chapter Title Page Number
Number
Introduction:-
1.1 Industry Profile

1.2 Indian Banking System
1 1.3 What is Consumer Perception? 10-14
1.4 Measuring Consumer Perception
1.5 The Need to Measure Consumer Perception
Company Profile :-
3.1 Background
3.2 Business Objectives

3.3 Organizational Goals
2 3.4 History of HDFC 15-22
3.5 Business Focus

3.6 HDFC Bank – The Organization
3.7 Products & Services
3.8 Performance of HDFC Bank
3 Review of Literature 23-26
Research Methodology
4.1 Problem Statement

4 27-31
4.2 Objective of Study
4.3 Need & Importance of the study

4.4 Scope of Study
4.5 Research Design
4.6 Sampling Tool
4.7 Data Collection Method
4.8 Statistical Tool
Data Interpretation
5 32-47
5.1 Factor Analysis
Findings & Conclusion
6.1 Findings from HDFC Customers
6 6.2 Findings from Non-HDFC Customers 48-51
6.3 Suggestions & Recommendations
6.4 Conclusion
References & Bibliography 52
List of Tables & Graphs 53-54
Copy of Questionnaire 55

Chapter One
Introduction

1.1 INDUSTRY PROFILE

The Banking Regulation Act 1949 defines banking as accepting the purpose of lending or
investment, of deposits of money from the public, repayable on demand or otherwise and
withdraw able by cheque, draft, order otherwise. The essential function of a bank is to
provide services related to the storing of value and the extending credit. The evolution of
banking dates back to the earliest writing, and continues in the present where a bank is a
financial institution that provides banking and other financial services. Currently the term
bank is generally understood an institution that holds a banking license. Banking licenses are
granted by financial supervision authorities and provide rights to conduct the most
fundamental banking services such as accepting deposits and making loans. There are also
financial institutions that provide certain banking services without meeting the legal
definition of a bank, a so called non-bank. Banks are a subset of the financial services
industry. The word “Bank” is derived from the Italian word „banco‟ signifying a bench,
which was erected in the market place, where it was customary to exchange money; the first
bench having been established in Italy A.D. 808. The basic functions of banks are to accept
deposits, lend money and act as collecting and paying agents. The Bank of Barcelona in
Spain (1401) was perhaps the first institution that could be called a bank in this sense. The
terms bankrupt and "broke" are similarly derived from banca rotta, which refers to an out of
business bank, having its bench physically broken. Money lenders in Northern Italy originally
did business in open areas, or big open rooms, with each lender working from his own bench
or table. Typically, a bank generates profits from transaction fees on financial services or the
interest spread on resources it holds in trust for clients while paying them interest on the
asset.
1.2 INDIAN BANKING SYSTEM

The Reserve Bank of India (RBI) is India's central bank. It is the sole authority for issuing
bank notes and the supervisory body for banking operations in India. It supervises and
administers exchange control and banking regulations, and administers the government's
monetary policy. It is also responsible for granting licenses for new bank branches. Though
the banking industry is currently dominated by public sector banks, numerous private and
foreign banks exist. India's government-owned banks dominate the market. Their
performance has been mixed, with a few being consistently profitable. Several public sector

banks are being restructured, and in some the government either already has or will reduce its
ownership.
1.2.1 Private and foreign banks

The RBI has granted operating approval to a few privately owned domestic banks; of these
many commenced banking business. Foreign banks operate more than 150 branches in India.
The entry of foreign banks is based on reciprocity, economic and political bilateral relations.
An inter-departmental committee approves applications for entry and expansion.
1.3 WHAT IS CUSTOMER PERCEPTION?

Customer Perception is an important component of an organization‟s relationship with their
customers. Customer satisfaction is a mental state which results from the customer‟s
comparison of expectations prior to a purchase with performance perception after a purchase.
Strong customer service helps an organization to reach up to customers expectations.
Customer Perception on Service: Customer Service is the service provided in support of a
company‟s core products. Customer Service most often includes answering questions, taking
orders, dealing with billing issues, handling complaints, and perhaps scheduling maintenance
or repairs. Customer Service can occur on site, or it can occur over the phone or via the
internet. Many companies operate customer service call centers, often staffed around the
clock. Typically there is no charge for customer service. Quality customer service is essential
to building customer relationships. It should not, however, be confused with the services
provided for sale by a company. Services tend to be more intangible than manufactured
products. There is a growing market for services and increasing dominance of services in
economies worldwide. There are generally two types of customer expectations. The highest
can be termed as desired service: the level of service the customer hopes to receive. The
threshold level of acceptable service which the customers will accept is adequate service. Yet
there is hard evidence that consumers perceive lower quality of service overall and are less
satisfied. Possible reasons may be:
• With more companies offering tiered service based on the calculated profitability of
different market segments, many customers are in fact getting less service than they have in
past.
• Increasing use by companies of self-service and technology-based service is perceived as
less service because no human interaction or human personalization is provided.

• Technology-based services (Automated Voice Systems, Internet-Based Services,

Technology Kiosks) are hard to implement, and there are many failures and poorly designed
systems in place.
• Customer expectations are higher because of the excellent service they receive from some
companies. Thus they expect the same from all and are frequently disappointed.
• Organizations have cut costs to the extent that they are too lean and are too understaffed to
provide quality service.
• The intensely competitive job market results in less skilled people working in frontline
service jobs; talented workers soon get promoted or leave for better opportunities.
• Many companies give lip service to customer focus and service quality; but they fail to
provide the training, compensation, and support needed to actually deliver quality service.
• Delivering consistent, high-quality service is not easy, yet many companies promise it.
1.4 Measuring Customer Perception in the Banking Industry

Banking operations are becoming increasingly customer dictated. The demand for 'banking
super malls' offering one-stop integrated financial services is well on the rise. The ability of
banks to offer clients access to several markets for different classes of financial instruments
has become a valuable competitive edge. Convergence in the industry to cater to the changing
demographic expectations is now more than evident. Banc assurance and other forms of cross
selling and strategic alliances will soon alter the business dynamics of banks and fuel the
process of consolidation for increased scope of business and revenue. The thrust on farm
sector, health sector and services offers several investment linkages. In short, the domestic
economy is an increasing pie which offers extensive economies of scale that only large banks
will be in a position to tap. With the phenomenal increase in the country's population and the
increased demand for banking services; speed, service quality and customer satisfaction are
going to be key differentiators for each bank's future success. Thus it is imperative for banks
to get useful feedback on their actual response time and customer service quality aspects of
retail banking, which in turn will help them take positive steps to maintain a competitive
edge. The working of the customer's mind is a mystery which is difficult to solve and
understanding the nuances of what perception the customer has to attain satisfaction is, a
challenging task. This exercise in the context of the banking industry will give us an insight
into the parameters of customer satisfaction and their measurement. This vital information
will help us to build satisfaction amongst the customers and customer loyalty in the long run

which is an integral part of any business. The customer's requirements must be translated and
quantified into measurable targets. This provides an easy way to monitor improvements, and
deciding upon the attributes that need to be concentrated on in order to improve customer
satisfaction. We can recognize where we need to make changes to create improvements and
determine if these changes, after implemented, have led to increased customer satisfaction.
1.5 The Need to Measure Customer Perception:

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.

Chapter Two
Company profile

2.1 Background
HDFC was incorporated in 1977 with the primary objective of meeting a social Need – that
of promoting home ownership by providing long-term finance to households for their housing
needs. HDFC was promoted with an initial share capital of Rs. 100 million.
2.2 Business Objectives
The primary objective of HDFC is to enhance residential housing stock in the Country
through the provision of housing finance in a systematic and professional Manner, and to
promote home ownership. Another objective is to increase the flow of resources to the
housing sector by integrating the housing finance sector with the overall domestic financial
markets.
2.3 Organizational Goals
HDFC‟s main goals are to:-
a) Develop close relationships with individual households.
b) Maintain its position as the premier housing finance institution in the country.
c) Transform ideas into viable and creative solutions.
d) Provide consistently high returns to shareholders.
e) To grow through diversification by leveraging off the Existing client.
2.4 HISTORY OF HDFC BANK
The Housing Development Finance Corporation Limited (HDFC) was amongst the first to
receive an 'in principle' approval from the Reserve Bank of India (RBI) to set up a bank in the
private sector, as part of the RBI's liberalization of the Indian Banking Industry in 1994. The
bank was incorporated in August 1994 in the name of 'HDFC Bank Limited', with its
registered office in Mumbai, India. HDFC Bank commenced operations As a Scheduled

Commercial Bank on 16th January 1995. In the year 1998 HDFC Bank had tied up with the
Ahmadabad Stock Exchange (ASE) to act as its clearing bank.
2.5 Business Focus:-
HDFC Bank's mission is to be a World-Class Indian Bank. The objective is to build sound
customer franchises across distinct businesses so as to be the preferred provider of banking
services for target retail and wholesale customer segments, and to achieve healthy growth in
profitability, consistent with the bank's risk appetite. The bank is committed to maintain the
highest level of ethical standards, professional integrity, corporate governance and regulatory
compliance.
Subsidiary and Associate Companies:-
The subsidiaries of HDFC consists of
1. HDFC Bank.
2. HDFC Mutual Fund.
3. HDFC Standard Life Insurance Company.
4. HDFC Realty.
5. HDFC Chubb General Insurance Company Limited.
6. Intel net Global Services Limited.
7. Credit Information Bureau (India) Limited.
8. Other Companies Co – Promoted by HDFC
 HDFC Trustee Company Ltd.

 GRUH Finance Ltd.
 HDFC Developers Ltd.
 HDFC Venture Capital Ltd.
 HDFC Venture Trustee Company Ltd
 HDFC Securities Ltd.
 HDFC Holding Ltd.
 Home Loan Services India Pvt. Ltd.
2.6 HDFC BANK

The Organization:-
The Housing Development Finance Corporation Limited (HDFC) was amongst the first to
receive an 'in principle' approval from the Reserve Bank of India (RBI) to set up a bank in the
private sector, as part of the RBI's liberalization of the Indian Banking Industry in 1994. The
bank was incorporated in August 1994 in the name of 'HDFC Bank Limited', with its
registered office in Mumbai, India. HDFC Bank commenced operations As a Scheduled
Commercial Bank on 16th January 1995. In the year 1998 HDFC Bank had tied up with the
Ahmadabad Stock Exchange (ASE) to act as its clearing bank.
2.6.1 Tech-Savvy
HDFC Bank has always prided itself on a highly automated environment, be it in
terms of information technology or communication systems. All the braches of the
bank boast of online connectivity with the other, ensuring speedy funds transfer for
the clients. At the same time, the bank's branch network and Automated Teller
Machines (ATMs) allow multi-branch access to retail clients. The bank makes use of
its up-to-date technology, along with market position and expertise, to create a
competitive advantage and build market share.
2.6.2 Business Segments

The Bank has three primary business segments: banking, wholesale banking and
treasury. The retail banking segment serves retail customers through a branch
network and other delivery channels. This segment raises deposits from customers
and makes loans and provides other services with the help of specialist product
groups to such customers. The wholesale banking segment provides loans, non-fund
facilities and transaction services to corporate, public sector units, government
bodies, financial institutions and medium-scale enterprises. The treasury segment
includes net interest earnings on investments portfolio o f the Bank. As of March 31,
2011, the Bank operated1, 805 branches in 779 cities and 4,256 automated teller
machines (ATMs).
2.6.3 Capital Structure:-
The authorized capital of HDFC Bank is Rs.450 crore (Rs.4.5 billion). The paid-up capital is
Rs.311.9 crore (Rs.3.1 billion). The HDFC Group holds 22.1% of the bank's equity and about
19.4% of the equity is held by the ADS Depository (in respect of the bank's American

Depository Shares (ADS) Issue). Roughly 31.3% of the equity is held by Foreign Institutional
Investors (FIIs) and the bank has about 190,000 shareholders. The shares are listed on The
Stock Exchange, Mumbai and the National Stock Exchange.
2.7 Products and Services – HDFC Bank
Product range:
The following is the product range offered at HDFC: While various deposit products offered
by the bank are assigned different names, the deposit products can be categorized broadly
into the following types. Definition of major deposit schemes are as under: -
1. Demand deposits:
"Demand Deposits" means a deposit received by the bank which is withdrawn able on
demand;
Savings Account:
"Savings Deposits" means a form of Demand Deposit which is subject to restrictions as to the
number of withdrawals as also the amounts of withdrawals permitted by the bank during any
specified period; HDFC provides with saving bank account with the usual facilities, and one
also gets a free ATM card, interbank banking, bill payment facilities, phone banking and
mobile banking.
2. Term Deposits: "Term Deposit" means a deposit received by the bank for a fixed period
withdraw able only after the expiry of the fixed period and includes deposits such as
Recurring / Double Benefit Deposits.
3. Notice Deposit:
''Notice Deposit'' means Term Deposit for a specific period but which can be withdrawn on
giving at least one complete banking day's notice.
4. Current Account:
"Current Account" means a form of Demand Deposit wherefrom withdrawals are allowed
any number of times depending upon the balance in the account or up to a particular agreed

amount and will also include other deposit accounts which are neither Savings Deposit nor
Term Deposit; The account holder gets a personalized cheque book, monthly account
statements, and Inter-branch banking.
5. Corporate Account:-
These are more commonly known as Salary Accounts. These are account in HDFC bank
with zero balance. These are given to salaried people. These accounts are opened by the
employer for the employees to deposit the salary of the employee directly to the account.
6. HDFC Bank Preferred:-
A preferential Savings Account where in, one is assigned with a dedicated Relationship
Manager, who‟s you‟re the one point contact. One also get privileges like fee waivers,
enhanced ATM withdrawal limit, priority locker allotment, free Demat Account and lower
interest rates on loans.
7. Sweep-In Account:-
A Fixed Deposit linked to one‟s Savings Account. So, even if one‟s Savings Account runs a
bit short, one can issue a cheque (or use ATM Card).
8. Super Saver Account:-
It gives one an overdraft facility up to 75% of one‟s fixed deposit. In an emergency, you can
access your funds while your fixed deposit continues to earn high interest.
9. HDFC Bank plus:-
Apart from Regular and Premium Current Accounts HDFC also has HDFC Bank Plus, a
Current Account and then something extra for the HDFC bank customers. One can transfer
up to Rs. 50 lakh every month at no extra charges, between the four metros.
Demat Account:
One can conduct hassle-free transactions on the stock market for one‟s shares. The shares
held by the customer are protected from damage, loss and theft, by maintaining these shares
in electronic form. This account can be accessed through Internet too.

Loans:
There are a variety of loan schemes offered like personal loans, new car loans, used car loans,
loan against shares, gold loan, consumer loans, two wheeler loans, and home loans.
2.8 Performance of HDFC Bank
Awards and Achievements:
HDFC Bank began operations in 1995 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 them get there. Today, we are proud to say that we are well on our
way towards that goal.
It is extremely gratifying that our efforts towards providing customer convenience have been
appreciated both nationally and internationally.
2011
Asian Banker Strongest Bank in Asia Pacific
BloombergUTV's Best Bank

Financial Leadership
Awards 2011
IBA Banking Winner -

Technology Awards 1) Technology Bank of the Year
2010 2) Best Online Bank
3) Best Customer Initiative
4) Best Use of Business Intelligence
5) Best Risk Management System
Runners Up -
Best Financial Inclusion
IDC FIIA Awards 2011 Excellence in Customer Experience
2010
Outlook Money 2010 Best Bank

Awards
Business world Best Best Bank (Large)

Bank Awards 2010
Teacher's Achievement Mr. Aditya Puri

Awards 2010 (Business)
The Banker and PWM Best Private Bank in India

2010 Global Private
Banking Awards
Economic Times Business Leader of the Year - Mr. Aditya Puri

Awards for Corporate
Excellence 2010
Forbes Asia Fab 50 Companies - 5th year in a row
NDTV Business Best Private Sector Bank

Leadership Awards
2010
The Banker Magazine World's Top 1000 Banks
MIS Asia IT Excellence BEST BOTTOM-LINE I.T. Category

Award 2010
Dun & Bradstreet

Banking Awards 2010
Overall Best Bank
Best Private Sector Bank
Best Private Sector Bank in SME Financing
Institutional Investor HDFC Bank MD, Mr. Aditya Puri among "Asian Captains of Finance 2010"
Magazine Poll
IDRBT Technology Winner - 1) IT Infrastructure 2) Use of IT within the Bank

2009 Awards Runners-up - IT Governance (Large Banks)

Chapter Three
Review
Of

Literature
Review of Literature
Bauer , Malike and Falik , (2006) study revealed that the quality of e-banking
portals has a significant impact on the consumers quality perception in the internet
providing banks which serves a promising start for the best establishment of an
effective quality management .The empirical model study validated a measurement
model for web – quality model based on security , trust , basic service quality , value
, trust ,responsiveness , buying service quality to achieve the best customer
satisfaction.
Reeti , Sanjay and Malhotra,(2009) investigated about the customers perceptions

about banking services in an emerging economy for which the various determinants
affecting the customer perception as well as attitude towards banking services were
predicted through study that was conducted on the respondents taken from Northern
part of India .Major findings depicted that customer perceptions are influenced by
the usage of e-banking services by the kind of account they hold, age , profession ,
attached high degree of usefulness to the balance enquiry service among e-banking services
.It was also found that security and truth are the most important factors in affecting their
satisfaction levels and slow transaction problem speed was the most frequent problem faced
by majority of Customers.
Malhotra, Pooja and Singh, (2010) study examined various factors affecting the
banking services in India .The purpose of the study was to help in filling the gap in
knowledge about Banking Landscape in India. The study utilized sample of 82 banks

of India using the technique of Multiple Regression to explore the determinants .The
study reveled that bankers as well as society perceive that banking services lag in terms of
providing different products and services.
Kun-ho Lee, Shakir Ullah, (2011) studied consumer attitude towards Islamic Banking in
Pakistan. The purpose of this paper is to examine the different motivational factors that lead
to customers' Islamic bank selection decision in Pakistan. The paper presented descriptive
statistics and cross-tabulation analysis based on data collected from 357 customers. – The
findings revealed that Islamic banks' customers highly value Shari'a compliance in their
banks and that non-compliance with Shari'a principles leads to disgruntled customers.
Goitom Tesfom, Nancy J. Birch, (2011) studied to examine whether switching barriers in
the retail banking industry affect different age groups differently. Questionnaires were
administered to 188 bank customers of different age groups, measuring their perception of
variables related to relational benefits, switching costs, availability and attractiveness of
alternatives, service recovery and retention. Results from independent two-sample t-tests and
logistic regression support all five hypotheses, confirming that young and older bank
customers differ significantly in their perception of switching barriers: relational benefits,
switching costs, availability and attractiveness of alternatives, service recovery and the
duration of time they intend to end their relationship with their banks. In terms of practice the
findings in this research highlight the need for managers to design different switching barrier
packages for each customer age group.
Bedman Narteh, Nana Owusu-Frimpong, (2011) study aimed to offers a deeper insight
into bank selection of Ghanaian students so as to offer bank managers the opportunity to
tailor-measure programmes aimed at attracting and retaining customers. The study employed
both qualitative and quantitative methods to investigate the problem. The “drop and pick”
convenience sampling method adopted resulted in 223 completed questionnaires. The mean
ranking and factor analysis methods were employed to identify the major factors that
influence the respondent bank selection. Over all, student customers consider image, attitude
and behavior of staff, core service delivery and technology-related factors as the major issues
that influence consumers' decision to open and maintain an account. In a market where
consumers respond differently to a marketing offer, market segmentation becomes a necessity
and therefore differences in male and female consumers' selection criteria emanating from

this study provide an excellent opportunity for the banks to adopt segmentation-based
strategies to serve the customers.
Riadh Ladhari, Ines Ladhari, Miguel Morales, (2011) The aim of their paper was to
compare perceptions of bank service quality among Tunisian and Canadian customers, and to
determine which dimensions of service quality make the greatest contribution to overall
customer satisfaction and loyalty. Data were collected using self-administered questionnaires
from two convenience samples of bank customers (250 in Canada and 222 in Tunisia).
Service quality was measured using the five SERVQUAL dimensions of tangibles, reliability,
responsiveness, assurance, and empathy. Data were analyzed using confirmatory factor
analysis, ANOVA and linear regression. Respondents in both countries reported high levels
of perceived service quality in banks. However, Canadians reported higher perceived service
quality than Tunisians for all five SERVQUAL dimensions, and for 21 of the 22 individual
items. In the Canadian sample, empathy and reliability were found to be the most important
predictors of satisfaction and loyalty, while in the Tunisian sample, reliability and
responsiveness were the most important predictors of satisfaction and loyalty.
Sergios Dimitriadis, et al (2011) studied to investigate the possibility of using trust in two
self-service bank channels: internet, and phone banking, to segment potential users of these
channels. Using data from a survey of 762 real bank customers discriminant analysis is used
to test variables differentiating two groups of customers having, respectively, “high” and
“low” trust in internet and phone banking. – Results showed that the groups of “high” and
“low” channel-trustors are different in a number of attitudinal, behavioral and psychographic
criteria. In addition, the two groups react differently in terms of intention to use internet, and
phone banking.
Sergios Dimitriadis (2011) studied to explore benefits customers expect from a long-term
relationship with their bank and the costs associated with such a relationship; it further tests
these relational benefits and costs as segmentation variables. A qualitative study based on
three focus groups was designed to provide initial input on different types of expected
relational benefits and costs. Then, quantitative data were collected from a survey of 209 real
bank customers. Analysis revealed five types of expected benefits and two types of costs.
Four clusters were formed out of these seven expected benefits/costs. These clusters are also

different on demographic, behavioral and psychographic variables and present clear and
consistent relational profiles.
Sandy Ng, et al (2011) studied to investigate the effects of relationship benefits on

relationship quality and aspects of service quality, namely technical and functional quality,
and the subsequent influence on word-of-mouth behavior. The paper reports results from a
structural equation model that utilizes data from 591 consumers across a range of services.
The findings highlight the important role of relationship benefits in driving customer
perceptions of technical, functional and relationship quality. While confidence, social and
special treatment benefits drive technical and functional quality, it is only confidence benefits
that drive relationship quality. Furthermore, it is found that functional and relationship quality
drive word-of-mouth behavior.
Chapter Four

Research
Methodology
4.1 Problem Statement: - The HDFC Bank is one of the private banks which started its
operations in the J&K State in the year 2006 with only one branch in the main city (Srinagar)
and today the bank has slowly and steadily widened its network in the both divisions of J&K
state with 19 branches, 15 ATMs and many to be inaugurated soon. The main competitor of
HDFC bank in Kashmir division is J&K bank; therefore the need arises to know what
consumers perceive about HDFC bank.
Title: - The title of study is “Consumer Perception towards HDFC bank” An Empirical
Study.
4.2 Objectives of the Study:-

1) To understand the customers perception on the service delivery of the bank.
2) To know why consumers don‟t have account with HDFC bank.
4.3 Need and Importance of the Study:-
One of the most important developments in banking sector has been the growth of the
financial industry over the past two decades. The benefits of financial industry can be seen in

the form of large scale industrial development, increased employment opportunities, higher
turnover as well as revenue generation to the government and also increase in export of goods
and services.
Banking industry in India has undergone a process of evolution with the package of time. To
count or to depend on a bank merely by the function it is supposed to perform would be
insufficient in the world that we live today. Investments play a vital role on the part of the
customers. A real investor does not simply throw his or her money random investment; he or
she performs through analysis and commits capital only when there is a reasonable
expectation of profit. Hence they both are interdependent i.e., it all depends upon the
customer. “Customer knows what to expect”. Today banks have a relationship management
approach with their clients. Banks are offering more customized solutions to their clients. The
need of the hour is not only to introduce more value added products for which the customers
are willing to pay here but also to innovate & enter new segments like small business &
periodical finance. Everything resolves around the customer and banks via with their
innovative and quality products to suit their clients. Today the bottom line for any customer is
convenience understanding and evaluating the customers perception on the service &
products of a bank has without doubt become a need, which propels the body to structure
itself for better performance and service. Thus delivering high quality service to clients is just
as important as delivering performance that meets or exceeds their expectations. It is in this
context that a study is necessary to know about awareness levels on the services provided by
the HDFC Bank and the customer perception towards the bank.
4.4 Scope of Study:-

The scope of study for this research is the Srinagar city in which there are currently five
branches and ten ATMs of HDFC bank and the sample size for this research is 100.
4.5 Research Design:-
The design used for this research is descriptive research methodology. The term descriptive
research refers to the type of research question, design, and data analysis that will be applied
to a given topic. Descriptive statistics tell what is, while inferential statistics try to determine
cause and effect.

Descriptive research can be either quantitative or qualitative. It can involve collections of

quantitative information that can be tabulated along a continuum in numerical form, such as
scores on a test or the number of times a person chooses to use a-certain feature of a
multimedia program, or it can describe categories of information such as gender or patterns
of interaction when using technology in a group situation. Descriptive research involves
gathering data that describe events and then organizes, tabulates, depicts, and describes the
data collection.
4.6 Sampling Tool:-

The sampling tool used in this research is Questionnaire. A questionnaire is a means of
eliciting the feelings, beliefs, experiences, perceptions, or attitudes of some sample of
individuals. As a data collecting instrument, it could be structured or unstructured.
The questionnaire is most frequently a very concise, preplanned set of questions designed to
yield specific information to meet a particular need for research information about a pertinent
topic.
Advantages:-
Economy - Expense and time involved in training interviewers and sending them to
interview are reduced by using questionnaires.
Uniformity of questions - Each respondent receives the same set of questions phrased in
exactly the same way. Questionnaires may, therefore, yield data more comparable than
information obtained through an interview.
Standardization - If the questions are highly structured and the conditions under which
they are answered are controlled, then the questionnaire could become standardized.
Disadvantages:-
Respondent‟s motivation is difficult to assess, affecting the validity of response.
Unless a random sampling of returns is obtained, those returned completed may represent
biased samples.
4.6.1 Sampling Design:-

The study has used Non- Probability sampling design.

Non- Probability sampling involves deliberate selection of a particular unit of the population
for constituting a sample.
4.6.2 Sampling Method:-

The sampling method used in this study is Convenience sampling. Convenience sampling is
a non-probability sampling technique where subjects are selected because of their convenient
accessibility and proximity to the researcher. The subjects are selected just because they are
easiest to recruit for the study and the researcher did not consider selecting subjects that are
representative of the entire population.
In all forms of research, it would be ideal to test the entire population, but in most cases, the
population is just too large that it is impossible to include every individual. This is the reason
why most researchers rely on sampling techniques like convenience sampling, the most
common of all sampling techniques. Many researchers prefer this sampling technique
because it is fast, inexpensive, easy and the subjects are readily available.
4.7 Data Collection Method:-
Primary Data: The primary data was collected by means of a survey. Questionnaire was
prepared and the sample unit was approached to fill up the questionnaire. The filled up
information was later analyzed to obtain the required information.
Secondary Data: In order to have a proper understanding of the sector of Banking, an in
depth study was done from the various books, magazines, journals and articles written on the
subject. Information was also taken from the internet related to industry, company,
competitors,etc.
4.8 Statistical Tool

The study has used statistical tool for the analysis of data. The tool used in this research is the
Factor Analysis tool which is used for data reduction. Factor analysis is a method for
investigating whether a number of variables of interest Y1 , Y2 , :: :, Yl, are linearly related
to a smaller number of unobservable factors F1, F2, : ::, Fk .
Factor analysis is a statistical method used to describe variability among observed variables in terms
of a potentially lower number of unobserved variables called factors. In other words, it is possible, for

example, that variations in three or four observed variables mainly reflect the variations in a single
unobserved variable, or in a reduced number of unobserved variables. Factor analysis searches for
such joint variations in response to unobserved latent variables. The observed variables are modeled
as linear combinations of the potential factors, plus "error" terms. The information gained about the
interdependencies between observed variables can be used later to reduce the set of variables in a
dataset. Factor analysis originated in psychometrics, and is used in behavioral sciences, social
sciences, marketing, product management, operations research, and other applied sciences that deal
with large quantities of data.
4.9 Limitation of the Study

The data from the sample may not reflect the universe; since it is restricted only to the area
Srinagar city and only 100 Respondents. There was also a time limitation. As the topic is
wide, all matters regarding the study could not be analyzed.
Chapter Five

Data interpretation
Factor Analysis:-
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .551
Bartlett's Test of Sphericity Approx. Chi-Square 238.155
df 105
Sig. .000
Table 5.1
Interpretation:-
In order to determine if the data is appropriate for factor analysis, it is required to check the
data adequately for analysis. This is accomplished by using the KMO and Bartlett‟s test. A

KMO value of 0.90 is best and below 0.50 is unacceptable. The figure for KMO in the above
table (Table 5.1) i.e. (.551) is greater than 0.50 (minimum value) which means data is
appropriate for factor analysis.
Communalities
Initial Extraction
Ease of opening new account 1.000 .783
Ease of operating account 1.000 .655
Minimum balance required (AQB) 1.000 .711
Security of money at bank 1.000 .652
Attitude of bank staff 1.000 .480
Location of bank branches 1.000 .557
Listening to complaints 1.000 .776
Feeling of warmth & friendliness 1.000 .620

Credit card facility provided by the

1.000 .842
bank
Debit card facility provided by the bank 1.000 .648
Net banking facility provided by the

1.000 .721
bank
Loan facility provided by the bank 1.000 .541
Reputation of the bank 1.000 .816
Interest rates provided by the bank 1.000 .579
Effectiveness of Customer care cell 1.000 .610
Extraction Method: Principal Component Analysis.

Table 5.2
Interpretation:-
From the above communalities table the factors having value closer to 1(Initial) are Ease of
opening new account (.738), Minimum Balance Required (AQB) (.711), Listening to
Complaints (.776), Credit card facility (.842), Net Banking facility (.721) and Reputation of
bank (.816) which these factors were considered the most important factors.

Graph 5.1
Interpretation:-
The above graph represents the combination of the Eigen values and the component numbers.
The graph is useful for determining how many factors to retain, where the curve start to flat it
highlights the interest point. it can be seen that the curve begins to flatten between factors 2
and 3.The factor 6 has an Eigen value less than 1 so only five factors have been retained.

a
Component Matrix
Component
1 2 3 4 5 6
Ease of opening new account

.227 .837 -.107 -.036 .085 -.111
Ease of operating account .328 .659 -.216 .185 -.104 -.147
Minimum balance required

.557 .012 .182 -.604 -.015 -.052
(AQB)
Security of money at bank .345 .291 .164 .549 -.287 .193
Attitude of bank staff .288 .328 .219 -.429 -.208 .117
Location of bank branches .530 -.384 -.245 .215 .059 -.139
Listening to complaints .517 -.102 -.042 -.385 .427 .407
Feeling of warmth &

.471 -.279 .325 .369 .004 .280
friendliness
Credit card facility provided by

.031 .222 -.638 .094 .393 .470
the bank
Debit card facility provided by

-.077 .675 .280 .090 -.023 .315
the bank
Net banking facility provided by

.243 .084 .770 .042 .221 -.103
the bank
Loan facility provided by the

.598 .171 -.268 .002 -.173 -.230
bank
Reputation of the bank .388 -.022 .122 .306 .651 -.365
Interest rates provided by the

.574 -.175 -.308 -.093 -.274 -.202
bank
Effectiveness of Customer care

.451 -.417 .036 .124 -.292 .361
cell
Extraction Method: Principal Component Analysis.
a. 6 components extracted.
Table 5.3
Interpretation:-
The table shows the combination of 15 variables. The higher the absolute value of loading
the more the factor contributes to variable. The gape of the variables is less than 0.5 this
makes easy to analyze the table. We cover up all the values having values less than 0.5.

a
Rotated Component Matrix
Component
1 2 3 4 5 6

.819 -.061 .187 -.222 .105 .114
Ease of operating account .785 .179 -.006 -.032 .034 .067
Minimum balance required

.016 .258 .792 -.012 .072 -.110
(AQB)
Security of money at bank .505 .005 -.155 .603 -.010 -.095
Attitude of bank staff .276 -.052 .592 .026 -.180 -.130
Location of bank branches -.116 .618 -.048 .277 .262 .118
Listening to complaints -.141 .084 .637 .177 .238 .504
Feeling of warmth & friendliness

-.087 .075 .064 .735 .247 -.033
Credit card facility provided by

.182 -.012 -.106 -.039 -.020 .892
the bank
Debit card facility provided by

.555 -.552 .114 .123 -.079 .027
the bank
Net banking facility provided by

.058 -.310 .318 .265 .515 -.429
the bank
Loan facility provided by the

.402 .584 .178 .070 .049 .009
bank
Reputation of the bank .086 .164 -.049 .032 .881 .047
Interest rates provided by the

.076 .720 .188 .116 -.070 -.019
bank
Effectiveness of Customer care

-.210 .304 .143 .651 -.163 .051
cell
Rotation Method: Varimax with Kaiser Normalization.
Table 5.4
Interpretation:-
The idea of rotation is to reduce the number of factors of those variables which have high
rating it makes the interpretation of the analysis easier. The next step is to look at the content
of questions that load on to some factor so as to identify the common themes. In one the
common name given to ease of opening new account and operating account is Comfortable.

Do you have an account with HDFC bank?
Frequency Percent Valid Percent Cumulative Percent
Valid yes 79 79.0 79.0 79.0
No 21 21.0 21.0 100.0
Total 100 100.0 100.0
Table 5.5
Graph 5.2
Interpretation:-
The above graph indicates that 79% of the respondents were having account with HDFC
bank and the rest 21% were not having account with HDFC bank. This shows that the
number of account holders of HDFC bank is good numbers in Srinagar city as the bank has
opened several branches in the Srinagar city and ATMs as well.

Which type of account do you have?
Valid Current A/c 22 22.0 27.8 27.8
Saving A/c 42 42.0 53.2 81.0
Demat A/c 6 6.0 7.6 88.6
Salary A/c 9 9.0 11.4 100.0
Total 79 79.0 100.0
Missing System 21 21.0
Total 100 100.0
Table 5.6
Graph 5.3
Interpretation:-
The above graph indicates that the out of 100 respondents 22 were having current A/c, 42
were having saving account, 6 were having demat A/c and 9 were having salary accounts in
HDFC bank. This shows that the saving A/c holders are in large numbers as compared to
other account holders.

Time you are associated with HDFC bank?
Cumulative
Frequency Percent Valid Percent Percent
Valid 3 Months 13 13.0 16.5 16.5
6 Months 31 31.0 39.2 55.7
1 Year 20 20.0 25.3 81.0
More Than 1 Year 15 15.0 19.0 100.0
Total 79 79.0 100.0
Total 100 100.0
Table 5.7
Graph 5.4
Interpretation:-
The above graph indicates that 40% of the respondents are associated with HDFC bank from
last 6months while 25% respondents are associated with HDFC bank from one year. This
show that the number of account holders has increased in the Srinagar city as the bank
widened its network in this region.

Do you have an account with other bank?
Valid Yes 66 66.0 83.5 83.5
No 13 13.0 16.5 100.0
Total 79 79.0 100.0
Total 100 100.0
Table 5.8
Graph 5.5
Interpretation:-
The above graph indicates that the respondents who are having account with HDFC bank,
80% are having account with other bank and the 20% are having HDFC bank account only.
This shows that the customers of other banks have switched over to HDFC bank and the
number tends to increase day by day.

In which bank you have an account?
Cumulative
Valid J&K Bank 29 29.0 43.9 43.9
SBI 12 12.0 18.2 62.1
PNB 22 22.0 33.3 95.5
J&K Co-operative Bank 3 3.0 4.5 100.0
Total 66 66.0 100.0
Total 100 100.0
Table 5.9
Graph 5.6
Interpretation:-
The above graph indicates that the HDFC accounts holders are having account with J&K
bank(43%), SBI(18%),PNB(33%) and 6% are having account with J&K Co-operative bank.
This shows that maximum customers of HDFC bank are having account with J&K bank and
in future the number is going to increase with the opening of more branches.

Reason for not having account with HDFC bank?
Cumulative
Valid Security 3 3.0 14.3 14.3
Less No. of branches 8 8.0 38.1 52.4
Unawareness of products 3 3.0 14.3 66.7
Reputation of the bank 2 2.0 9.5 76.2
Satisfied with your bank 5 5.0 23.8 100.0
Total 21 21.0 100.0
Total 100 100.0
Table 5.10
Graph 5.7
Interpretation:-
The above graph indicates that the reason why customers are not having account with HDFC
bank.40% of the respondents say that due to the less number of branches they don‟t prefer
banking with HDFC bank.25% of respondents say they are satisfied with the banks in which
they have account.

Gender
Valid Male 87 87.0 87.0 87.0
Female 13 13.0 13.0 100.0
Total 100 100.0 100.0
Table 5.11
Graph 5.8
Interpretation:-
The above graph indicates that out of 100 respondents 85% were male and 15% were female
respondents.

Age
Valid 18-25 6 6.0 6.0 6.0
25-30 28 28.0 28.0 34.0
30-35 27 27.0 27.0 61.0
35-40 24 24.0 24.0 85.0
40-45 13 13.0 13.0 98.0
Above 45 2 2.0 2.0 100.0
Total 100 100.0 100.0

Table 5.12
Graph 5.9
Interpretation:-
The above graph indicates that the maximum number of respondents belonged to the age
group 25-30(29%),and 27% belonged to age group 30-35.This shows that 75% respondents
belonged to age group 25-40.

Occupation
Valid Govt. Employee 27 27.0 27.0 27.0
Private Employee 43 43.0 43.0 70.0
Businessman 30 30.0 30.0 100.0
Total 100 100.0 100.0

Table 5.13
Graph 5.10
Interpretation:-
The above graph indicates that 28% of respondents are Govt. employees while 45% are
Private employees and 27% are businessman.

Monthly Income
Valid 10000-15000 11 11.0 11.0 11.0
15000-25000 40 40.0 40.0 51.0
25000-35000 29 29.0 29.0 80.0
35000-45000 15 15.0 15.0 95.0
Above 45000 5 5.0 5.0 100.0
Total 100 100.0 100.0

Table 5.14
Graph 5.11
Interpretation:-
The above graph indicates that 40% of the respondents are having monthly income in the
range of 15000-25000, 28% are having income of range 25000-35000, and 16 % are having
income in the range 35000-45000.

Chapter Six
Findings
&
Conclusion

6.1 Findings from HDFC Customers:-
 HDFC Bank has maintained their customer relationship very well and it has proved to
be one of their best strategies in today‟s era of challenge and competitive environment
and giving them better chances of growth and survival.
 HDFC Bank is offering services to its customers as per the expectations of the
customers themselves, thereby proving to be their one of the core competency.
 Currently HDFC Bank‟s main source of revenue is through saving and that of the
current accounts which is increasing day by day.
 HDFC Bank is meeting overall satisfaction of their customer class to a very good
level, which is every banks prime concern and I can say that there is always room for
improvement as HDFC Bank to take customer satisfaction to the level of excellence.
 HDFC Bank is meeting standards which they have set in advance as their strategy of
providing services to their customers in very les time.
 It was found that physical evidence is the major contributor that gains the attention of
the people when they enter the HDFC Bank but I cannot nullify the facts like
employee friendliness and immediate attention also contributes heavily in capturing
minds of the customer to a great extent.
 The sales people of HDFC Bank are dedicated towards the goals of the company in a
way where they always cross sell other products to different existing customers
thereby giving the company more chances of profit leverage without striving for
different sources.

6.2 Findings from Non-HDFC Bank Customers:-

 It was found that the brand recall of J&K Bank is more than other banks including
HDFC Bank in J&K State.
 Most of the Non-HDFC Bank customers are self motivated and are willing to start
banking with HDCF Bank provided they get better services from HDFC Bank as
compared to their current bank.
 More than Fifty percent of Non-HDFC Bank customers perceive HDFC Bank as a
bank that is best at providing better service quality to customers.
 Many Non-HDFC Bank customers do want to continue banking with their current
banks because of several reasons like security, brand loyalty, and ongoing
transactions with their respective banks.
6.3 Suggestions & Recommendations:-

 HDFC Bank is meeting overall satisfaction needs of their customer class to good
extent but they need to take their overall satisfaction to the level of excellence.
 More than 50% of Non-HDFC Bank customers perceive HDFC Bank as a company
that is best at providing better service quality. So, there is an opportunity for HDFC
Bank to motivate those Customers and make them switch from their current bank
towards the HDFC Bank.
 Contract sales executives should be trained to pitch the product features and its values
added services to make customer‟s product selection convenient.
 Majority of the Non-HDFC customers complained that they have never been
approached by the sales people of HDFC Bank. So, I suggest that the sales people of
HDFC Bank need to approach more and more customers and inform them regarding
the products of HDFC Bank.

 There are less number of branches and ATMs of HDFC Bank in valley. So, my
suggestion would be to open more branches and ATMs across the valley in order to
capture more potential customers and thereby increasing their brand awareness.
6.4 Conclusion:-
 Products offered by the other banks are cheaper as compared to the HDFC Bank.
 The network (branches and ATMs) of HDFC Bank in Srinagar is lagging behind than
its competitors like J&K Bank, SBI and PNB.
 Majority of the respondents are of the opinion that the employees at HDFC Bank have
a very professional approach towards their work.
 The level of service in terms of delivering whatever is promised and fast response in
case of problems, are the most important benefits that the customer seek from the
bank, they have a Current Account with.
 Customers in Srinagar are not well aware about HDFC Bank and its services and
products, as compared to its competitors.
 The modern technology like Net Banking, Phone Banking used by the HDFC Bank
for providing banking services has sent positive signals in the minds of customers.
 Most of the customers feel the charges which are associated with AQB maintenance
are too high, and the AQB to be maintained is also very high.

Refrences:-
Kun-ho Lee, Shakir Ullah (2011),”Customers attitude towards Islamic banking in

Pakistan”, International Journal of Islamic and Middle Eastern Finance and
Management, Vol.4, Iss: 2
Goitom Tesfom, Nancy J.Brich (2011), “Do switching barriers in the retail banking
industry influence bank customers in different age groups differently?” Journal of
Service Marketing, Vol.25, Iss: 5
Bedran Narteh, Nana Owusu-Fringpong (2011), “An Analysis of students‟

knowledge and choice in retail bank selection in sub-Saharan Africa: The Case of
Ghana”, International Journal of Bank Marketing”, Vol.29, Iss: 5
Riadh Ladhari, Ines Ladhari, Miguel Morales (2011), “Bank service quality: Comparing
Canadian and Tunisian Customer Perceptions”, International Journal of Bank Marketing,
Vol.29, Iss: 3
Segios Dimitraidis, et al. (2011), “Trust based segmentation: Preliminary evidence from
technology enabled bank channels”, International Journal of Bank Marketing, Vol.29, Iss: 1
Segios Dimitraidis (2011),”Customer Relationship expectations and costs as segmentation

variable: primary evidence from banking”, Journal of Service Marketing, Vol.25, Iss: 4
Bibliography:-
Donald R Cooper, Pamela S Schindler (2010), Business Research Methods, 9th Ed. New
Delhi: Tata McGraw Hill, pp. 138-158
Websites:-

http://www.hdfcbank.com/personal/default.htm
http://www.hdfcbank.com/personal/accounts/default.htm
http://www.hdfcbank.com/personal/prd_glance.htm
http://www.moneycontrol.com/financials/hdfcbank/balance-sheet/HDF01
List of Tables
Table Page No.
Table 5.1 33
Table 5.2 34
Table 5.3 36
Table 5.4 37
Table 5.5 38
Table 5.6 39
Table 5.7 40
Table 5.8 41
Table 5.9 42
Table 5.10 43
Table 5.11 44
Table 5.12 45
Table 5.13 46
Table 5.14 47

List of Graphs
Graph Page No.
Table 5.1 35
Table 5.1 38
Table 5.1 39
Table 5.1 40
Table 5.1 41
Table 5.1 42
Table 5.1 43
Table 5.1 44
Table 5.1 45
Table 5.1 46
Table 5.1 47

Q.No:-__________
Questionnaire
Topic:-“Consumer Perception towards HDFC bank”: An Empirical Study
Dear Respondent,
I am an MBA student conducting a research study on the perception of customers regarding

the services provided by the HDFC bank. I need some information from you and I assure you
the information will be kept confidential and used for research purpose only.
Q1:- Do you have an account with HDFC bank?
Yes No
If (No) then Go to Q7.
Q2:- Which type of account do you have?
Current A/c Saving A/c Demat A/c Salary A/c
Other (Specify) ______________
Q3:- Time you are associated with HDFC bank?
3 Months 6 Months 1 Year More than 1 Year
Q4:- Rate the following attributes given below according to the scale 1-5
1 Very Bad 2 Bad 3 Average 4 Good 5 Very

Good
Attributes 1 2 3 4 5

Ease of operating account

Minimum balance required (AQB)
Security of money at bank
Attitude of bank Staff
Location of bank branches
Attributes 1 2 3 4 5
Listening of Complaints
Feeling of warmth & friendliness
Credit Card facility provided by the bank
Debit Card facility provided by the bank
Net banking facility provided by the bank
Loan facility provided by the bank
Reputation of the bank
Interest rates provided by the bank
Effectiveness of customer care cell
Q5:- Do you have an account with other bank?
Yes No
Q6:- In which bank you have an account?
J&K Bank SBI PNB J&K Co-operative Bank

Go to Q8.
Q7:- Reason for not having account with HDFC bank? (Only one particular reason)
Security Less no. Of branches Unawareness of the products
Reputation of the bank Satisfied with your bank
Q8:- Gender: Male Female
Q9:- Age: 18-25 25-30 30-35 35-40 40-45 Above 45

Q10:- Occupation: Govt. Employee Private Employee Businessman

Q11:- Monthly Income:
10000-15000 15000-25000 25000-35000 35000-45000

Above 45000
Thank You for your response.

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CONSUMER PERCEPTION TOWARDS HDFC BANK

LOVELY PROFESSIONAL UNIVERSITY

Report on Summer Training

“Consumer Perception towards HDFC Bank”: An Empirical Study

Submitted to Lovely Professional University

In partial fulfillment of the

Requirements for the award of Degree of

Master of Business Administration

LOVELY PROFESSIONAL UNIVERSITY

Lovely Professional University 1

It gives me immense pleasure to present the report of my project titled “Consumer

Lovely Professional University 2

Lovely Professional University 3

Lovely Professional University 4

1.1 Industry Profile

3.2 Business Objectives

3.5 Business Focus

3 Review of Literature 23-26

4.1 Problem Statement

4.3 Need & Importance of the study

Lovely Professional University 5

4.4 Scope of Study

4.5 Research Design

4.6 Sampling Tool

4.7 Data Collection Method

4.8 Statistical Tool

Findings & Conclusion

6.1 Findings from HDFC Customers

6 6.2 Findings from Non-HDFC Customers 48-51

6.3 Suggestions & Recommendations

References & Bibliography 52

List of Tables & Graphs 53-54

Lovely Professional University 6

Lovely Professional University 7

1.1 INDUSTRY PROFILE

1.2 INDIAN BANKING SYSTEM

Lovely Professional University 8

1.2.1 Private and foreign banks

1.3 WHAT IS CUSTOMER PERCEPTION?

Lovely Professional University 9

• Technology-based services (Automated Voice Systems, Internet-Based Services,

1.4 Measuring Customer Perception in the Banking Industry

Lovely Professional University 10

1.5 The Need to Measure Customer Perception:

Lovely Professional University 11

Lovely Professional University 12

2.2 Business Objectives

2.3 Organizational Goals

HDFC‟s main goals are to:-

a) Develop close relationships with individual households.

c) Transform ideas into viable and creative solutions.

d) Provide consistently high returns to shareholders.

e) To grow through diversification by leveraging off the Existing client.

2.4 HISTORY OF HDFC BANK

Lovely Professional University 13

2.5 Business Focus:-

Subsidiary and Associate Companies:-