i | P a g e

Acknowledgement

I heartily wish to extend heartfelt appreciation and gratitude to numerous Mentors,

benefactors, and constituents who have collectively endowed the Wherewithal, faith and

encouragement for me to navigate and complete my Project journey successfully.

To Mr. Anurag Sharma (Cluster Head- South Gujarat) & Mr. Hiren Mehta (Branch Manager)

of DCB Bank to guide me, give me complete support and boost me to do this project with all

the possible ends I was able to do it.

To Professor Kamlesh Mishra, my primary advisor and unflagging advocate, who mustered

devoted, continuing, innovative and adaptive mentorship to impel and shepherd my checked

efforts through diverse and abounding challenges, I extend my deep and abiding respect and

many, many thanks.

To Dr. Rohit Singh, my supporting advisor, who gently and patiently endured my academic

tardiness, I offer commensurate veneration.

To the faculty and staff of the School of Management and Entrepreneurship, AURO

University, Surat.

ii | P a g e

Preface

“Project on Micro Marketing for Creating and Tapping Market- A Study at DCB

Bank” Master of Business Administration, AURO University, Surat, May- June 2014.

I have completed my project training at DCB Bank. This project provides thorough

information of “Account Holders of DCB Bank’s Expectations towards their Bank services”.

I have taken simple sampling method, Tele Marketing method and Field Survey method for

my survey. I have taken simple size of 150 customers. The data used in this report is

collected from various sources like staff member of DCB Bank, account holders of DCB

Bank and their website. During my project work period I have found that bank has

tremendous new opportunity in the Surat city and have started to make distinguee them self

from other’s as one of Service Brand. Market research was conducted to identify various

factors that lead to increase in customer churn by conducting surveys. Analysis of the survey

was done to provide appropriate insights regarding the whole picture to the management.

During my internship my main task was to focus on identify the market opportunities for

DCB Bank. I came up with a suggestion that first of all bank should focus on area near to the

bank and textile market. And field survey was done on the same. After the survey I have done

follow up to the customer by tele marketing method. After pitching the various products of

DCB Bank, leads are generated from the same.

Different types of promotional campaigns was organised by the Bank at selected locations.

The leads generated from the events are to be followed up.

Beyond generating new business for the bank, I have done survey of existing

customers/account holders to check the satisfaction level and receive feedback from them.

iii | P a g e

Table of Contents

Sr No. TOPICS Page No.

1 INTRODUCTION 1

2 LITERATURE RIEVIEW 10

3 THEORATICAL FRAMWWORK 16

4 MICRO MARKETING FOR CREATING &

TAPPING MARKET

40

5 RESEARCH METHODOLOGY 46

6 DATA ANALYSIS AND INTERPRETATION 51

7 FINDINGS, CONCLUSION/

RECOMMENDATION

71

8 APPENDIX iv

9 PHOTOS viii

10 REFERENCE xiv

iv | P a g e

ANNEXURE

QUESTIONNAIRE

Development Credit Bank ltd Declaration: This questionnaire has been prepared for the

purpose of the research work. Hence, all the information which been ask to you are treated as

confidential and it will not been use other than this. This form will be helpful to me for

project work and hence it is very important for me. So, it is request that you please fill this

form sincerely and with full of attention. So, that it’s gives real scenario of the study.

Account Holders’ Name:

___________________________________________________________

Gender: M F Age: _________ Occupation: __________________

How long you have account with Development Credit Bank: ___________

Q1. When you visit DCB Bank, how you feel?

Good Environment Having Personal Attention

Not attentive one unexpected negative filling

Q2. What you feel about the procedure of getting loan which the Bank Follows?

Flexible Tedious Depend on amount on lone Time Consuming

Q3. How many services you know which bank has provided to their customer?

E- Banking ATM Services M-Banking Insurance Lockers

Q4. In terms of the service you received from the lending officer(s), how satisfied were you

with the following?

Particular Very

Satisfied

Satisfied Neutral Dissatisfied Very

Dissatisfied

Friendly and

courteous

manner

v | P a g e

Knowledge

of bank's

products &

Services

Willingness

to listen and

respond to

your need

Fast and

efficient

service

Recognition

of you as

valued

customer

Available to

customers

when needed

Offer of

other

services or

alternative

means to

meet your

needs

Q5. How quickly were your banking problems and issues addressed by the bank staff?

Immediately Within 24 hours within 3-5 business days More than 1month

Q6. How you feel about your Bank’s internal layout?

vi | P a g e

Well Designed Convenient very crowed Distinctive image

Q7. How does bank’s representative gives response to you when you required?

Familiar Supportive Normal Negative

Q8. Do you know that Bank gives Home services for any withdrawal or Deposit?

Yes No

Q9. Do you trust, if DCB bank operates only online?

Completely Somewhat Dubious Not at All

Q10. When you think about any Banks, what comes first in your mind?

Personalized Services Wide Branch Network

Computerized Services Core Banking

Q11. Mention your feelings regarding over all services Quality of DCB Bank

Excellent Very Good Average Poor

Q12. Does DCB offer Competitive Service Charges?

Yes No

Q13.Which Facility has been given more importance in your Bank?

Loan Facility O/D Facility

ATM Facility Online Banking

Other______________

Q14. How satisfied were you with the following aspects of the branch facility?

Particular Very

Satisfied

Satisfied Neutral Dissatisfied Very

Dissatisfied

Clean & well

cared

facilities

vii | P a g e

Efficient, no

wait service

No long line

ups at

counter

Availability

of

information

brochures

Pleasant &

attractive

decor

Automatic

bank

machines in

convenient

locations

I am very thankful to you for your cooperation

viii | P a g e

PHOTOS:

Newspaper Distribution Event at Kadampalli Society with Branch

Manager Mr. Hiren Mehta

ix | P a g e

Gift Distribution at Vijay nagar society with Mr. Ramesh Chautala

(operations representative).

Newspaper Distribution at Vijay Nagar Society

x | P a g e

DCB Bank Family

xi | P a g e

DCB Bank Gold Loan Event

Gift Distribution Event: Nandani Appartments.

xii | P a g e

DCB Bank Loan Mela

xiii | P a g e

Reward for Hardwork and Best Achievement from South Gujarat Cluster

Head Mr. Anurag Sharma.

xiv | P a g e

BIBLIOGRAPHY

BOOKS:

1. Richard L Levin / David Rubin (2010) (5th edition) (Pearson Education) Business for

Management. Page No: 157-128

2. Donald R Cooper & Pamela S Schindler. (2010) (9th Indian edition) (McGraw-Hill)

Business Research Methods. Page No: 162 to 219

3. C. R. Kothari. (2010) (6th Indian edition) (McGraw-Hill) Research methodology.

Page No: 241,242

4. Ken Black (2010) (8th Indian edition) (Wiley-India) Business Statistics. Page No: 285

5. Naresh K Malhotra (2010) (5th Indian edition) (Pearson education) Marketing

Research. Page No: 134

6. Dipak Kumar Bhattacharyya (2009) (2ed Indian edition) (Excel Book) Research

Methodology. Page No: 256, 257

7. Russell & Taylor (2009) (6th edition) (Wiley-India) Operation Management. Page

No: 117 to 215

8. S. K. Sharma (2009) (6th edition) (Excel Book) Operation Research. Page No: 235,

367,439.

9. Vishwanath S. R. (2009) (2ed edition) (Response Book) Corporate Finance. Page No:

238, 246

10. Levin and Rubin (2009) (7th edition) (Wiley-India) Business Statistics. Page No: 305

ONLINE REFERENCE

1. World Bank AutoRedirect. 2015. World Bank AutoRedirect. [ONLINE] Available at:

http://siteresources.worldbank.org/southasiaext/resources/2235461269620455636/690725128

4569649355/completereportsarhousingfinanceoctober2010.pdf. [Accessed 15 JUNE 2014].

2. Management Journals, Indian Journals | Publishing India Group . 2014.Management

Journals, Indian Journals | Publishing India Group . [ONLINE] Available

at: http://www.publishingindia.com/Uploads/SampleArticles/NJRIM-SampleArticle.pdf

[Accessed 15 JUNE 2014].

xv | P a g e

3. Untitled Document. 2014. Untitled Document. [ONLINE] Available at

http://www.dss.dpem.tuc.gr/pdf/Customer%20satisfaction%20measurement%20in%20the%2

0private%20bank%20sector.pdf . [Accessed 17 JUNE 2014].

4. BUSINESS MANAGEMENT DYNAMICS | Home. 2015. BUSINESS MANAGEMENT

DYNAMICS | Home. [ONLINE] Available at:

http://bmdynamics.com/issue_pdf/bmd11011.pdf

[Accessed 27 JUNE 2014].

5. fic.wharton.upenn.edu. 2014. fic.wharton.upenn.edu. [ONLINE] Available at:

http://fic.wharton.upenn.edu/fic/papers/97/zenios.pdf

[Accessed 3 JULY 2014].

6. Service Quality Delivery and Its Impact on Customer Satisfaction in the Banking Sector in

Malaysia (p.n: 402, 403)

IJIMT. 2014. IJIMT. [ONLINE] Available at: http://www.ijimt.org/papers/71-M461.pdf

[Accessed 10 JULY 2014].

7. ANALYSIS OF SERVICE QUALITY GAP AND CUSTOMERS’SATISFACTION IN

PRIVATE BANKS (p.n: 1to 18)

GkvHaridwar.org: The Best Search Links on the Net. 2015.GkvHaridwar.org: The Best

Search Links on the Net. [ONLINE] Available at:

http://www.gkvharidwar.org/journals/gbr_7/Chapter_2.pdf. [Accessed 11 JULY 2014].

8. CUSTOMER PERCEPTION ON SERVICE QUALITY IN BANKING SECTOR: WITH

SPECIAL REFERENCE TO INDIAN PRIVATE BANKS IN MORADABAD REGION.

(p.n: 600, 601, 602)

. 2014. . [ONLINE] Available at: http://www.mairec.org/IJRFM/Feb2012/450.pdf [Accessed

11 JULY 2014].

9. Measuring Service Quality in Retail Banking Sector in Context of Gujarat (p.n: 41, 42, 43)

IMS International. 2014. AIMS International. [ONLINE] Available athttp://www.aims-

international.org/aims9/aims9cd/pdf/P9455Final.pdf

. [Accessed 13 JULY 2014].

xvi | P a g e

10. Role of Banking and Financial Institution

Exam Resource for Competitive Exams in India – Brought to you by publishers of The

Competition Master. 2014. Exam Resource for Competitive Exams in India – Brought to you

by publishers of The Competition Master. [ONLINE] Available at:

http://www.competitionmaster.com/articledetail.aspx?ID=41e9ef66-3271418d-b344-

09f76d6f59a1. [Accessed 15 JULY 2014].

11. Globalization

JASS (Just Associates). 2014. JASS (Just Associates). [ONLINE] Available

at: http://www.justassociates.org/Global%20Economy%20Definitions.pdf. [Accessed 16

JULY 2014].

12. Restructuring the financial Institution

Cato Institute | Individual Liberty, Free Markets, and Peace. 2014. Cato Institute | Individual

Liberty, Free Markets, and Peace. [ONLINE] Available

at: http://www.cato.org/pubs/journal/cj10n2/cj10n2-3.pdf. [Accessed 18 JULY 2014].

13. DCB Bank | We value you. 2014. DCB Bank | We value you. [ONLINE] Available

at: http://www.dcbbank.com/cms/showpage/page/customer-corner/ppage/policy-on-bank-

deposits. [Accessed 20 JULY 2014].

14. Andromeda | Loans | Apply For Instant Loans- Andromeda Largest Loan Distributor of

India. 2014. Andromeda | Loans | Apply For Instant Loans- Andromeda Largest Loan

Distributor of India. [ONLINE] Available at: http://www.andromedaloans.com/Loans-in-

Development-Credit-Bank. [Accessed 25 JULY 2014].