BRAND ANALYSIS FOR SIBS SOFTWARE – A STUDY AMONG

CO-OPERATIVE BANKS IN KERALA

SAFE SOFTWARE AND INTEGRATED SOLUTION Pvt Ltd,
Palakkad
Synopsis submitted in partial fulfillment of the requirements for the award of the degree
of

MASTER OF BUSINESS ADMINISTRATION

of
BANGALORE UNIVERSITY

By
PRAJITH P
Reg. No. 15YACMD134

Under the guidance of

SINDHU R. MENON
Asst. Professor

PRESIDENCY COLLEGE, BENGALURU

Bangalore University
2016 - 2017
TITLE OF THE STUDY

Brand Analysis for SIBS Software – A study among co-operative banks in Kerala

INTRODUCTION

SAFE SOFTWARE AND INTEGRATED SOLUTION Pvt Ltd, Palakkad, has been in the
Co-operative Banking Computerization field for the past 14 years. Now they are one of the
leading Private Limited companies providing Total Solution (Banking Software, system
software, computer hardware, networking, training & Consultancy) for computerization in
Co-operative Banking Sector in Kerala. They expertise in Software, Hardware & Networking
Maintenance reach many satisfied customer Banks in Palakkad, Trichur and Kannur. Most of
their customer- Banks are looking for single point maintenance for their Software, Hardware
and Networking related problems. They confidently took up this responsibility and
satisfactorily provided Total Computer Solution to all their Customers. They have full-
fledged and well-equipped computer software, hardware and network training and
maintenance facility in Palakkad town. Safe’s training and maintenance centre has a group of
highly qualified and experienced personnel.

NEED FOR THE STUDY

Today costumers are facing a growing range of choice in the different brands of products and
services. They are making their choice on the basis of their perceptions of brand, quality
service and value.
The company has to adopt strategies to keep brand in consumer’s memory. A strong brand
analysis helps in easy acceptance of new products. An organization has to measure the level
of awareness of the potential customers and has to adopt different strategies to enhance the
analysis level and to identify the appropriate promotional tool.
Brand analysis is asset which brand managers create and enhance to build brand equity. It is
related to the nature and features of product. It leads to brand strength which is constituted by
measuring the variable like leadership, stability, Market, geographic, trend, support and
protection etc…
Brand analysis with the use of advertising, promotion event management etc… a different
brand has different kind of analysis which retains recognition.
Brand analysis helps to figure out the need of the consumer. A consumer as aims, ambitions,
motivation drives and desire. Consumer feels more powerful when he uses the brand.
Satisfactions or preference for a brand shows how loyal the consumer is likely to be brand.
In today’s competitive business scenario where every companies product is competing with
each other retaining loyal customer is an essence for which increasing the level of brand
analysis is very vital.
This study is not concerned only with brand analysis but deals also with other facts. It
includes a wide preview of
 From where did the potential customers come to know about the product?
 Which media is effective in communicating the message to the potential customers?
 Did the potential customers feel that the brand is important to purchase?
 Which attribute of the product drive the potential customer to prefer the particular
product?
 Did the potential customers felt that the branded product matches their expectations?
 How the brands influence the market?
 What is the effect of the competitor’s product?
 Are the potential customers satisfied with the brand, price, quality etc…?

STATEMENT OF THE PROBLEM

In the emerging knowledge based economy it has become necessary to know how much
market power lies with the brand name. The study of brand analysis is essential in marketing
planning. Customer needs and preferences keep changing where brands ultimately command
customer’s loyalty.

The realistic side of the problem is to know the acceptance level of the brand analysis
towards the product. This study will help us to understand the brand analysis and what
problems are being faced by the consumers, to which appropriate measures to be taken to
solve the problems.

This project has mainly been taken up to understand the brand analysis, buying motives to
ensure the “Brand analysis towards SIBS” apart from this it is to understand the new
opportunities in the market for the improvement of brand analysis and sales towards the
products
OBJECTIVES

 To assess brand analysis for SIBS software among cooperative banks

 To understand brand perceptions for SIBS software among cooperative banks
 Among users - To assess consumer satisfaction level towards SIBS
 To suggest measures to improve software product and service offered by Safe
Software and Integrated Solution Pvt Ltd.

SOURCES OF DATA

1. Primary Data

Primary sources are original materials on which research is based. They are first-hand
testimony or direct evidence concerning a topic under consideration. They present
information in its original form, neither interpreted nor condensed nor evaluated by other
writers. Whether a source of primary can be determined by the way it is being used by the
researcher. It is the data which is collected directly by the researcher from own experience
and observation. It is the first hand information that the researcher gets through his research.
The primary data will be collected by face to face interview by using a structured
questionnaire.

2. Secondary data:

Secondary sources offer interpretation or analysis based on primary sources. They may
explain primary sources and often uses them to support a specific thesis or argument or to
persuade the reader to accept a certain point of view. Such works are one or more steps
removed from the event—being written with the benefit of hindsight. Published data and the
data which are already collected in the past or by some other parties is called secondary data.

In this study secondary data will be used to gain deeper understanding about banking
software sector in Kerala. Sources will be company’s published reports, newspaper and
magazine articles, previous research reports from journals etc.
SAMPLING

Convenient sampling method will be used to identify prospective respondents. Sampling

methods are classified as either probability or non-probability. In probability sampling each
member of population has a non-zero probability of being selected. Non probability sampling
members are selected from the population in some non-random manner

Sample size:30 cooperative banks and 50 co-operative banks as subjective

Sampling Unit: Employees of co-operative banks responsible for maintaining bank’s IT

solutions

TOOLS FOR DATA COLLECTION

Structured questionnaire with closed ended questions and rating Scales. A few open
ended questions would also be there to facilitate deeper understanding of certain
required topics.

TARGET GROUP : Co-operative banks

PLAN OF ANALYSIS

The data will be tabulated. Simple Percentage will be calculated to analyze the data and
representation through graphs and charts.

CHAPTER SCHEME

• INTRODUCTION

• REVIEW OF LITERATURE

• OBJECTIVES
 • RESEARCH METHODOLOGY

• DATA ANALYSIS AND INTERPRETATION

• FINDINGS OF THE STUDY

• CONCLUSIONS AND SUGGESTION

• ANNEXURES

• QUESTIONNAIRE

• BIBLOGRAPHY

STUDENT SIGNATURE: GUIDE SIGNATURE:

DATE: