Dissertation on

Comprehensive project on apparel industry with special focus on Consumer Perception towards Mobile Banking
Submitted to:
Faculty of Management
In partial fulfillment of the requirement of the award for the degree of Integrated Master of Business Administration
GLS University
Under the guidance of
Faculty Guide:
Prof. Yasmeen Pathan
Prof. Darshana Khakhar
Submitted by:
Anuj Kadel (201500510010030)
Parth Modi (201500510010050)
February, 2018
Scope of the Study.

 Axis Bank is one of the most famous banks in India.

 The scope and key assumptions are only concentrating about
consumer area and perception toward mobile banking. In this
study, 100 people will be choosing to answer the questionnaire
and this research will focus on employees and businessman
 The research will focus on employees because they might have
the experience to use the mobile banking to check the account
balance after their employer pays them the salaries.
Objective of the study

 To study the barriers in using Mobile banking services

 To study the perceived utility of various Mobile banking services.
 To study the influence of demographic variables on Mobile
banking Usage.
 Know the customers' adoption toward mobile banking.
 To understand the perception of customers about mobile banking
system.
 Consumer preference about various products and services.
Benefits of study

 Mobile banking not only offers facilities like balance check, or do

transactions they are also affecting customer behavior. Integration
of banking with their personal mobile devices, customers are
engaging themselves in apps more than ever. Reason behind this
is mobile apps allow customers to avail banking facilities without
physical presence in branch. Customers can also handle their
money with a click. This facility is encouraging customers to use
mobile banking and provide real life experience. They can carry
out their key transactions on Smartphones to save cost and time.
Mobile banking is convenient for them to use and is being used on
a regular basis. The habitual use of these apps helps banks to have
consumer on their display 30-40 times in a month (Jones, 2015).
Introduction

 Mobile banking is a service provided by a bank or other financial institution

that allows its customers to conduct financial transactions remotely using a
mobile device such as a smartphone or tablet. Unlike the related internet
banking it uses software, usually called an app, provided by the financial
institution for the purpose. Mobile banking is usually available on a 24-hour
basis. Some financial institutions have restrictions on which accounts may be
accessed through mobile banking, as well as a limit on the amount that can
be transacted.
 Mobile banking (also known as M-Banking, m-banking, SMS Banking) is a
term used for performing balance checks, account transactions, payments,
credit applications and other banking transactions through a mobile device
such as a mobile phone or Personal Digital Assistant (PDA).
 Mobile Banking Services Banks offering mobile access are mostly
supporting some or all of the following services:-
 1. Account Balance Enquiry
 2.Account Statement Enquiries.
 3. Cheque Status Enquiry.
 4. Credit/Debit Alerts.
 5. Minimum Balance Alerts.
 6. Recent Transaction History. Etc.
Industry profile “AXIS BANK”

 The first bank to begin operations as new private banks in 1994 after the Government of
India allowed new private banks to be established. Axis Bank was jointly promoted by
the Administrator of the specified undertaking of the • Unit Trust of India (UTI-I) • Life
Insurance Corporation of India (LIC) • General Insurance Corporation Ltd.
 Axis Bank is today one of the most competitive and profitable banking franchise in
India, which can be clearly seen by an analysis of its comprehensive portfolio of banking
services.

 Mobile banking was launched by the bank in October 2004, within the last one and a
half year; the customer base has grown to over 5 lacs subscribers as of April 2006. Axis
Bank Offers the Automatic Alerts service in mobile banking: A subscriber is alerted
through SMS on the activities in his account with automatic alerts for every debit in his
account of more than Rs.5000.
Company profile

 The first bank to begin operations as new private banks in 1994 after the
Government of India allowed new private banks to be established.
 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 shareholding of Unit Trust of
India was subsequently transferred to SUUTI, an entity established in 2003. With a
balance sheet size of Rs.2,85,628 crores as on 31st March 2012, Axis Bank is ranked
9th amongst all Indian scheduled banks. Axis Bank has achieved consistent
growth and stable asset quality with a 5 year CAGR (2007-12) of 31% in Total
Assets, 30% in Total Deposits, 36% in Total Advances and 45% in Net Profit. The
Corporate Office of Axis Bank is located at Axis House Mumbai.
SWOT Analysis
Pestle analysis
Porter’s five force model
Research methodology

Data source Primary data Questionnaire

Secondary data journals, periodicals,

newspapers and
websites
Sampling area Ahmedabad

Sampling Size 100

Sampling Method Convenience sampling

Research Instrument Questionnaire

Research Design Descriptive method

Method of contact Personal

Analysis & Interpretation
Findings

 The study findings show that several factors influence customers’

perception on adoption of mobile banking service in Commercial Bank
of Africa. The variables studied were perceived usefulness, perceived
ease of use, perceived responsiveness and perceived risk. The studied
variables, Perceived Usefulness and Perceived Ease of Use influence
Adoption of Mobile Banking Service while Perceived Responsiveness
and Perceived Risk have no influence on Adoption of Mobile Banking
Service.
 The findings of this study thus seek to answer the question why there is
need for banking institutions to find out what customers’ perceptions are
and how it influences adoption of mobile banking service.
Suggestions

 1. The researcher recommends that the research model could be extended

by adding more variables to study. Tam Model (Davis, 1989) has been
adopted in this research. The study shows that perceived usefulness and
perceived ease of use to be the factors influencing adoption of mobile
banking. Further studies could be done using more statistical analysis tools
and not only limited to regression and correlation.
 2. Other studies should be conducted to establish why customers still do not
adopt mobile banking on other categories of bank customers. This is
because the study focused on private banking customers who have a high
net worth.
 3. That a study be conducted to find out the influence of customers
perception on adoption of mobile banking service in the context of a public
listed bank which have a large customer base and operates in a different
structure.
Conclusion

 Majority of consumers are aware that mobile banking

is now available in India. But very few are familiar with
various banking transactions that we can do with the
help of Mobile banking.
 Majority of consumers have heard about mobile
banking before.
 Though majority of consumers are aware about mobile
banking very few have actually used mobile banking.
THANK YOU!