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SUMMER TRAINING PROJECT REPORT ON
AXIS BANK PvtLtd
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF POST ) GRADUATE PROGRAM IN MANAGEMENT (PGPM + MBA
SESSION 2008-2010
JAGANNATH INSTITUTE OF HIGHER EDUCATION SEC 3 ROHINI
AN EMPIRICAL STUDY OF CUSTOMER PERCEPTION NAME CHANGE OF UTI BANK TO AXIS BANK
SupervisorDr Samina Bano Asst Professor JIHE
Submitted By Dharmendra Kumar
017PGPBJIHE2008
i
Acknowledgement
It is my privilege to show my gratitude to my supervisor who spend t h is
precious time providing continuous encouragement and his expert guidance
in my project work It was his direction and encouragement that motivated
me to go through the research work confidently and successfully
At last but not the least I wish to record my deep feeling of love affection
and graduate to my parent without whose blessings it would not have been
possible for me to complete this dissertation
Dharmendra Kumar
ii
Certificate of Originality
I helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipRoll No helliphellip Batch helliphellip a student of
second year of PGPB+MBA program of the Jagannath institute of higher education
hereby certify that this project work carried out by me and the report submitted today in
partial fulfillment of the requirements of the program is an original work of mine and is
not based derived or reproduced from any existing work of any other purpose and has
not been submitted anywhere else at any time
Datehelliphelliphelliphelliphelliphelliphelliphelliphellip Signaturehelliphelliphelliphelliphelliphelliphelliphelliphellip
Certificate by the Project Guide
I certify that Mrhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphas pursued this project work under
my consistent guidance and supervision I further certify that the work is original and is
not based derived or reproduced from any existing work of anyone or on any of the
studentrsquos earlier work undertaken at any other time or for any other purpose and has not
been submitted anywhere else at any time
Signature of Faculty GuidehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipDatehelliphelliphelliphelliphelliphelliphelliphellip
Name of the Faculty Guide Prof Drhelliphelliphelliphellip helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
Contents Page No
iii
Chapter I Introduction and Outline
i) About organizatoion 1
ii) Current Profit 8
iii) Milestones 15
iv) Limitation of the study 2
Chapter II Literature Review 3
Chapter III Research Design and Methodology 15
Chapter IV Collection of Primary Data and Analysis 17
Chapter V Findings and Conclusions 36
Chapter VI Application and significance of the study 38
Annexure
i) Questionnaire
ii) Sample of Coding Sheet
iv
Chapter I
Introduction and Outline
About Axis Bank
Axis Bank was the first of the new private banks to have begun operations in 1994 after
the Government of India allowed new private banks to be established The Bank was
promoted jointly by the Administrator of the specified undertaking of the Unit Trust of
India (UTI - I) Life Insurance Corporation of India (LIC) and General Insurance
Corporation Ltd and other four PSU companies ie National Insurance Company Ltd
The New India Assurance Company The Oriental Insurance Corporation and United
Insurance Company Ltd
The Bank today is capitalized to the extent of Rs 35651 crore with the public holding
(other than promoters) at 5672
The Banks Registered Office is at Ahmedabad and its Central Office is located at
Mumbai Presently the Bank has a very wide network of more than 596 branch offices
and Extension Counters The Bank has a network of over 2502 ATMs providing 24 hrs a
day banking convenience to its customers This is one of the largest ATM networks in the
country
5
UTI Bank is the first of the new private banks to have begun operations in 1994 after the
Government of India allowed new private banks to be established The Bank has
strengths in both retail and corporate banking and is committed to adopting the best
industry practices internationally in order to achieve excellence It has the second largest
customer database especially in Delhi and NCR region
The Bank recently changed its name from UTI Bank Ltd to Axis Bank Ltd The name
change affects a lot in consumerrsquos perception of this brand As an employee of this
company I want to measure the level of awareness which has been created among the
customers after the name changed
Current Scenario
The industry is currently in a transition phase On the one hand the PSBs which are the
mainstay of the Indian Banking system are in the process of shedding their flab in terms
of excessive manpower excessive non Performing Assets (NPAs) and excessive
governmental equity while on the other hand the private sector banks are consolidating
themselves through mergers and acquisitions
Public Sector Banks which currently account for more than 78 percent of total banking
industry assets are saddled with Non Performing Assets (a mind-boggling Rs 830 billion
in 2000) falling revenues from traditional sources lack of modern technology and a
massive workforce while the new private sector banks are forging ahead and rewriting
the traditional banking business model by way of their sheer innovation and service The
6
Public Sector Banks are of course currently working out challenging strategies even as 20
percent of their massive employee strength has dwindled in the wake of the successful
Voluntary Retirement Schemes (VRS) schemes
The private players however cannot match the Public Sector Bankrsquos great reach great
size and access to low cost deposits Therefore one of the means for them to combat the
PSBs has been through the merger and acquisition route Over the last two years the
industry has witnessed several such instances
Private sector Banks have pioneered internet banking phone banking anywhere banking
mobile banking debit cards Automatic Teller Machines (ATMs) and combined various
other services and integrated them into the mainstream banking arena while the Public
Sector Banks are still grappling with disgruntled employees in the aftermath of successful
VRS schemes Also following Indiarsquos commitment to the WTO agreement in respect of
the services sector foreign banks including both new and the existing ones have been
permitted to open up to 12 branches a year with effect from 1998-99 as against the earlier
stipulation of 8 branches
Government diluting their equity from 51 percent to 33 percent in November 2000 has
also opened up a new opportunity for the takeover of even the Public Sector Banks The
FDI rules being more rationalized in Q1FY02 may also pave the way for foreign banks
taking the Merger amp Acquisition route to acquire willing Indian partners
7
The economic and corporate sector slowdown has led to an increasing number of banks
focusing on the retail segment Many of them are also entering the new vistas of
Insurance Banks with their phenomenal reach and a regular interface with the retail
investor are the best placed to enter into the insurance sector Banks in India have been
allowed to provide fee-based insurance services without risk participation invest in an
insurance company for providing infrastructure and services support and set up of a
separate joint-venture insurance company with risk participation
AXIS BANK ANNOUNCES Q1FY10 NET PROFIT OF Rs56204 CRORES UP 7024 YOY
Axis Bank has announced its unaudited results for the first quarter of FY 2009-10 following
the approval of its Board of Directors in a meeting held in Mumbai on 13th July 2009 The
Net Profit of the Bank for the first quarter was Rs 56204 crores growing by 7024 over
the Net Profit of Rs 33014 crores during the first quarter of the previous year The Bankrsquos
balance sheet has grown by 2418 yoy to Rs 141142 crores as at the end of June 2009
from Rs 113660 crores as at end June 2008 Demand deposits have grown 2462 yoy and
constituted 40 of the total deposits with Savings Bank deposits growing 32 yoy and
Current Account deposits growing 16 yoy On a daily average basis demand deposits grew
by 2475 yoy and constituted 37 of the total deposits during Q1 FY10 as against 35 in
Q4 FY09 and
8
Results at a Glance
bull Net Profit rose to Rs 56204 crores during Q1FY10 from Rs 33014 crores in Q1FY09 registeringa growth of 7024 yoy
bull Balance Sheet Size increased 2418 yoy from Rs 113660 crores
at the end of Q1FY09 to Rs141142 crores at the end of Q1FY10
bull Demand Deposits rose 2462 yoy from Rs 35449 crores at the
end of Q1FY09 to Rs 44176crores at the end of Q1FY10 On a daily
average basis demand deposits grew by 2475 toRs 39739 crores
in Q1 FY10 from Rs 31854 crores in Q1 FY09
bull The Bank is well capitalised with a Capital Adequacy Ratio of
1528 at the end of Q1 FY10compared to 1325 at the end of
Q1FY09 and 1369 at the end of FY2009 The Tier - Icapital was
39 at the end of the quarter against 993 at the end of June
2008 and 926at the end of FY2009
38 in Q1 FY09 The Bankrsquos Capital Adequacy Ratio was 1528 as at end June 2009 as
compared to 1325 as at end June 2008 and a Tier-I ratio of 939 as compared to 993
as at end June 2008 The diluted quarterly EPS at Rs 1550 was 7165 higher than the EPS
of Rs 903 in the first quarter of the previous year
9
FINANCIAL HIGHLIGHTS
bull Net Interest Income (NII) and Net Interest Margins (NIM)
The Bank continued to build a wide presence through its 861 Branches amp Extension Counters
and 3723 ATMs across 534 cities and towns During the quarter the Bank added 26
Branches amp Extension Counters and 128 ATMs The daily average balances of Savings Bank
deposits during the quarter grew 33 yoy and those of Current Accounts grew 15 yoy ]
Demand deposits constituted 37 of the total daily average deposits during Q1 FY10 at
nearly the same level (38) as in Q1 FY09 and higher than the level of 35 in Q4FY20 As
a result the Bank posted a Net Interest Margin of 334 marginally lower than the NIM of
337 in Q4FY09 and 335 for Q1FY09
The Bankrsquos advances grew by 28 from Rs 61160 crores as at end June 2008 to Rs 78105
crores as at end June 2009 while investments rose to Rs 46328 crores from Rs 35718
crores a growth of 30 yoy The Net Interest Income rose to Rs 1046 crores in Q1FY10
from Rs 810 crores in Q1FY09 a growth of 29 yoy
bull Fee income
Fee Income registered a growth of 17 yoy rising to Rs 62663 crores in Q1FY10
compared to Rs 53727 crores in Q1FY09 with contributions from all major businesses
in the Bank Fee income from Treasury grew at 55 yoy followed by that from Retail
10
Banking (21 yoy) Business Banking (19 yoy) Large amp Mid Corporate Credit (15
yoy) and SME amp Agri lending businesses (8 yoy)
bull Trading Profits
The Bank generated Rs 32607 crores of Trading Profits in Q1FY10 as compared to Rs
5731 crores in Q1FY09 a growth of 46896 yoy The share of Trading Profits to the
Operating Revenue increased from 399 in Q1FY09 to 1627 in Q1FY10
bull NPAs and restructured loans
Net NPAs as a proportion of Net Customer Assets increased to 041 as at the end of June
2009 compared to 035 as at end March 2009 and was below the level of 047 as at end
June 2008 Gross NPAs as a proportion of Gross Customer Assets were at 101 at end June
2009 compared to 096 as at end March 2009 and 092 as at end June 2008 The Bank
had a provision coverage of 8588 at the end of June 2009 (as a proportion of Gross NPAs
together with accumulated write-offs) If the
accumulated write-offs are excluded provisions held as a proportion of Gross NPAs would
constitute 5989 as at end June 2009
The Bank has restructured loans aggregating Rs 99595 crores during the quarter of which
Rs 18286 crores were restructured under the CDR mechanism Of the total loans
restructured during the quarter loans aggregating Rs 10171 crores were restructured for a
second time in terms of the Reserve Bank of India dispensation The cumulative value of
assets restructured upto 30th June 2009 was Rs 252010 crores constituting 277 of gross
customer assets The diminution in fair value against the restructured loans during the quarter
was Rs 34 crores and has been provided for
11
The segment-wise break-up of the restructured loans for loans restructured in the quarter is
as follows
LargeMid-Corporate 71SME 19Capital Market 4Agriculture 6
The sector-wise breakup of loans restructured during the quarter is as follows
Oil amp Gas 48Textiles 17Real Estate 6Steel 5Others 24
bull Investment Portfolio
The book value of the Bankrsquos investment portfolio as at end June 2009 was Rs 46328
crores of which Rs 26859 crores was in government securities while Rs 19469 crores
was in other investments including corporate bonds equities preference shares mutual
funds etc 91 of the government securities have been classified in the HTM category
while 99 of the corporate bond portfolio has been classified in the HFT and AFS
categories The distribution of the investment portfolio in the three categories as well as
the modified duration in each category was as follows
Category Percentage Duration
HFT 064 57 years
12
AFS 4186 35 years
HTM 5750 56 years
BUSINESS OVERVIEW
bull Cash Management Services
Under Cash Management Services the Bank handled a cash remittance throughput of Rs
255759 crores in Q1FY10 as compared to a throughput of Rs 360318 crores in
Q4FY09 and higher than the throughput of Rs 240102 crores during Q1FY09 The
number of CMS clients has grown to 5089 as at end June 2009
bull Placement Syndication and Project Advisory
The Bank maintained its No1 rank as Debt Arranger as assessed by Prime Database for
the year ended March 2009 Further in the Bloomberg league table for lsquoIndia Domestic
Bondsrsquo the Bank has been ranked No1 for the quarter ended June 2009 The Bank was
the arranger of debt aggregating Rs 14630 crores during Q1FY10 as compared to Rs
27206 crores during Q4FY09 and substantially higher than Rs 7649 crores in Q1FY09
a growth of 91 yoy The Bank continues to strengthen its focus on project advisory
services
bull Retail Business
The number of Savings Bank accounts grew from 6523 lakhs as at end June 2008 to
7541 lakhs as at end June 2009
1048707Retail Asset Products Retail advances grew from Rs 14638 crores as at end
June 2008 to Rs 16780 crores as at end June 2009 a growth of 15 yoy Retail
13
Advances accounted for 21 of the total Advances of the Bank as at the end of June
2009 The Bank has set up 64 Retail Asset Centres (RACs) for focussed retail
lending
1048707Card products The Banks International Debit Card issuance has risen to 124
lakh debit cards as at end June 2009 as compared to 95 lakh cards as at end June
2008 The Bank had over 543000 Credit Cards in force as at end June 2009 The
Bank has an installed base of over 123000 Electronic Data Capture (EDC) machines
as at end June 2009
1048707Wealth Advisory Services and Third Party Products The Bank offers Wealth
Advisory Services and Mohur - Gold Coins and bars - through its select branches and
Personal Investment Products including Mutual Funds Life Insurance products in
association with Metlife India General Insurance products in association with Bajaj
Allianz Insurance and Online trading accounts in association with Geojit Securities
bull International Business
The Bank has five international offices ndash branches at Singapore Hong Kong and Dubai
(at the DIFC) and Representative Offices in Shanghai and Dubai - with focus on
corporate lending trade finance syndication investment banking risk management and
liability businesses The total assets under
14
overseas operations amounted to US$ 218 billion as at end June 2009 as compared to
US$ 180 billion as at end June 2008 a growth of 21 yoy
bull Capital amp Net Worth
The Net Worth of the Bank was Rs 10282 crores as at end June 2009 as compared to Rs
8742 crores as at end June 2008 a growth of 18 yoy The Capital Adequacy Ratio for
the Bank was 1528 as at end June 2009 as compared to 1325 as at end June 2008
The Tier - I capital amounted to 939 as at end June 2009 as against 993 as at end
June 2008
Milestones
Mar-08 Axis Bank launches Platinum Credit Card Indias first EMV chip based card
Dec-07 Axis Bank gets AAA National Long-Term Rating from Fitch Ratings
Sept-07 Axis Bank ties up with Banque Priveacutee Edmond de Rothschild Europe for Wealth Management
July-07 UTI Bank re-brands itself as Axis Bank
July-07 UTI Bank successfully raises USD 1050 million-
July-07 UTI Bank ties up with Tata Motors Ltd for Car Loans
June-07 UTI Banks expansion into Asia supported by FRS
May-07 UTI Bank launches Spice Rewards on the bankcards - Indias first-ever merchant-supported rewards program
April-07 UTI Bank opens a Financial Services Category I Branch in the DIFC in Dubai
Mar-07 UTI Bank ties up with Hyundai Motor India Ltd for Car Loans
Mar-07 UTI Bank ties up with IIFCL to provide finance for infrastructural projects in the country
Mar-07 UTI Bank launches Car Loans in association with Maruti Udyog Ltd
Mar-07 UTI Bank opens a Full Licence Bank Branch in Hong Kong
Feb-07 Finance Minister Shri P Chidambaram Launches Shriram - UTI Bank Co - Branded Credit Card
Exclusively For Small Road Transport Operators (SRTOS)
Feb-07 UTI Bank announces the launch of its Meal Card
Feb-07 UTI Bank announces the launch of its Gift Card
Feb-07 LIC Premium payment now through UTI Bank Branches
Jan-07 UTI bank opens Priority Banking branch in Mumbai and Kolkata
Nov-06 UTI Bank opens Priority Banking Lounge in Pune
Sep-06 UTI Bank launches operations of UBL Sales its Sales Subsidiary - Inaugurates its first office in Bangalore
Aug-06 UTI Bank announces the launch of its Credit Card Business
Aug-06 UTI Bank becomes the first Indian Bank to successfully issue Foreign Currency Hybrid Capital in the International Market
Aug-06 UTI Bank Business Gold Debit Card MasterCard Launched - Designed for business related spending by SMEs and self employed professionals
Aug-06 UTI Bank announces the scheme of issuance of Senior Citizen ID Card in association with Dignity Foundation
Aug-06 UTI Bank rolls out its 2000th ATM
July-06 UTI Bank opens Representative Office in Shanghai
May-06 UTI Bank and LIC join hands to launch an Annuity Card for group pensioners of LIC
May-06 UTI Bank ties up with Geojit Financial Services to offer Online Trading service to its customers
Apr-06 UTI Bank opens its first international branch in Singapore
Jan-06 UTI Bank and UTI Mutual Fund to launch a new service for sale and redemption of mutual fund schemes through the Banks ATMs across the country
Dec-05 UTI Bank wins International Financing Review (IFR) Asia India Bond House award for the year 2005
Oct-05 UTI Bank extends banking services to the rural milk producers in Anand and Kheda districts in Gujarat
July-05 UTI Bank and Visa International launch Mobile Refill facility - Anytime Anywhere Pre-Paid Mobile Refill for all Visa Cardholders in India
May-05 UTI Bank and Bajaj Allianz join hands to distribute general insurance products
Apr-05 UTI Bank launches Smart Privilege - a special bank account designed for women
Mar-05 MTNL ties up with UTI Bank for payment of telephone bills through the Banks ATM network
Mar-05 UTI Bank gets listed on the London Stock Exchange raises US$ 23930 million through Global
Mar-05 Depositary Receipts (GDRs)
Feb-05 UTI Bank appointed by Government of Karnataka as the sole banker for the Bangalore One (B1) project
Feb-05 UTI Bank launches a powerful version of Kisan Credit Card
Jan-05 UTI Bank ties up with Remit2India to launch the Remittance Card
Mar-04 UTI Bank enables premium payment of LIC policies through its ATMs
Feb-04 Bilateral arrangement between State Bank of India (and its 7 associate member banks) and UTI Bank comes into force with the commencement of operations (as on 3rd February 04) of the combined network of over 4000 ATMs
Feb-04 UTI Bank (by pursuing a proactive strategy of forging bilateral agreements and being a progressive player in the multi-lateral consortiums for shared ATM network) offers its customers access to over 7000 ATMs across the country - the largest to be offered by any bank in India so far
Dec-03 Bank inaugurated its ATM at Thegu near the Nathula Pass in Sikkim This ATM is at the highest altitude in India
Sep-03 The Banks ATMs across the country crosses the thousand mark
Sep-03 Bank launches the Travel Currency Card
Aug-03 The Banks Debit Card crosses the one million mark
Aug-03 Total Advances cross Rs 7000 Crore
May-03 Bank declares a net profit of Rs 19218 crores for FY03 a growth of 43 over the previous year
Mar-03 Bank signs Agreement with Employees Provident Fund Organization (EPFO) for disbursement of Pension
Mar-03 Bank crosses the 800 ATM mark
Mar-03 The Bank issues 38362834 fully paid up equity shares totaling to Rs 16400 crores through a
Mar-03 Preferential offer to Life Insurance Corporation of India (now constituting 1354 of
Mar-03 the Banks expanded equity) Citicorp Banking Corporation Bahrain (holding 384) ChrysCapital I
Mar-03 LLC Mauritius (holding 384) and Karur Vysya Bank Ltd(constituting 100) The Bank also
Mar-03 Increases the authorised share capital of the Bank from Rs 230 crores to Rs 300 crores
Feb-03 Bank in a pioneering move launches the AT PAR Cheque facility free of cost for all its Savings Bank customers
Feb-03 Bank wins mandate to set up 14 ATMs at the Western Railway stations along the Mumbai division
Oct-02 Bank launches Corporate iConnect - the Internet Banking facility for Corporates
Aug-02 Bank signs MoU with BSNL regarding bill collection services across the country through both online and offline channels
Apr-02 Bank opens its 500th ATM
Mar-02 Deposits Cross Rs12 000 Crore
Jan-02 The Banks 100th branch opens at TuticorinTamilnadu
Jan-02 The Bank opens an ATM at the Gol Dak-Khana ie the New Delhi GPO making it the first instance of a commercial bank setting up an ATM at any post-office in the country
Dec-01 Total Advances cross Rs 5000 Crore
Nov-01 The deposit base for the Bank crosses Rs 10000 Crore
Sep-01 Private placement of 26 stake in the Bank to CDC Capital Partners UTI holding reduces to 4488
Aug-01 Bank signs MoU with India Post for introducing value added financial products and services to customers of both organizations including setting up of UTI Bank ATMs in post offices
July-01 Bank ties up with Govt of Andhra Pradesh for collection of commercial tax
Dec-00 Bank opens its 200th ATM It becomes the 2nd largest ATM network in the country a position held even today
Oct-00 Bank becomes fully networked
July-00 E-commerce initiatives announced
July-00 Financial Advisory Services offered beginning with marketing of US 64
Apr-00 UTI Bank calls off its proposed merger with Global Trust Bank and surges ahead on its own
Apr-00 Bank launches its Internet banking module iConnect Retail loans introduced for the first time by the Bank
Mar-00 Profits cross Rs 50 crore mark for the first time
Feb-00 Bank adopts Finacle software from Infosys for core banking
Jan-00 DrPJ Nayak takes over as Chairman and Managing Director from Shri Supriya Gupta
Sep-99 Cash management services (CMS) launched Co branded credit card launched
Mar-99 Deposits cross Rs3000 crores
Sep-98 UTI Bank goes public with a Rs 71 crore public issue Issue over-subscribed 12 times over 1 lakh retail investors UTI holding reduces to 6085
Jun-96 Crosses Rs1000 crore deposit mark
Mar-95 Completes first profitable year in operation
Apr-94 First branch of UTI Bank inaugurated at Ahmedabad by Dr Manmohan Singh Honble Finance Minister Government of India
Dec-93 UTI Bank comes into being
Dec-93 Registered office at Ahmedabad Head office at Mumbai
Challenges Ahead
(i) Improving profitability The most direct result of the banking reforms is increasing
competition and narrowing of spreads and its impact on the profitability of banks The
challenge for banks is how to manage with thinning margins while at the same time
working to improve productivity which remains low in relation to global standards This
is particularly important because with dilution in banksrsquo equity analysts and shareholders
now closely track their performance Thus with falling spreads rising provision for
NPAs and falling interest rates greater attention will need to be paid to reducing
transaction costs This will require tremendous efforts in the area of technology and for
banks to build capabilities to handle much bigger volumes
(ii) Reinforcing technology Technology has thus become a strategic and integral part of
banking driving banks to acquire and implement world class systems that enable them to
provide products and services in large volumes at a competitive cost with better risk
management practices The pressure to undertake extensive computerization is very real
as banks that adopt the latest in technology have an edge over others Customers have
become very demanding and banks have to deliver customized products through multiple
channels allowing customers access to the bank round the clock
(iii) Risk management The deregulated environment brings in its wake risks along with
profitable opportunities and technology plays a crucial role in managing these risks In
addition to being exposed to credit risk market risk and operational risk the business of
banks would be susceptible to country risk which will be heightened as controls on the
movement of capital are eased In this context banks are upgrading their credit
assessment and risk management skills and retraining staff developing a cadre of
specialists and introducing technology driven management information systems
(iv) Sharpening skills The far-reaching changes in the banking and financial sector
entail a fundamental shift in the set of skills required in banking To meet increased
competition and manage risks the demand for specialized banking functions using IT as
a competitive tool is set to go up Special skills in retail banking treasury risk
management foreign exchange development banking etc will need to be carefully
nurtured and built Thus the twin pillars of the banking sector ie human resources and
IT will have to be strengthened
(v) Greater customer orientation In todayrsquos competitive environment banks will have
to strive to attract and retain customers by introducing innovative products enhancing the
quality of customer service and marketing a variety of products through diverse channels
targeted at specific customer groups
(vi) Corporate governance Besides using their strengths and strategic initiatives for
creating shareholder value banks have to be conscious of their responsibilities towards
corporate governance Financial liberalization as the ownership of banks gets broad
based the importance of institutional and individual shareholders will increase In such a
scenario banks will need to put in place a code for corporate governance for benefiting
all stakeholders of a corporate entity
(vii) International standards Introducing internationally followed best practices and
observing universally acceptable standards and codes is necessary for strengthening the
domestic financial architecture This includes best practices in the area of corporate
governance along with full transparency in disclosures In todays globalize world
focusing on the observance of standards will help smooth integration with world financial
Chapter II
Objective amp Methodology
significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
Research Objectives
To find out the level of customer awareness about the name change in name from
UTI Bank to Axis Bank
To find out the source of customer awareness
To find out the perception before and after change of nameUTI Bank to Axis Bank
To measuring the level of awareness of customers after the branding of Axis Bank
To measure the Impact of Branding upon customers and their perception about the name
changed
Scope and Plan of the Study
This project will help me to understand the consumer awareness level of customers
regarding the name change from UTI Bank to Axis Bank
This project work will also be helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
The growth in the Indian Banking Industry has been more qualitative than quantitative
and it is expected to remain the same in the coming years Based on the projections made
in the India Vision 2020 prepared by the Planning Commission and the Draft 10th Plan
the report forecasts that the pace of expansion in the balance-sheets of banks is likely to
decelerate The total asset of all scheduled commercial banks by end-March 2010 is
estimated at Rs 4090000 crores That will comprise about 65 per cent of GDP at current
market prices as compared to 67 per cent in 2002-03 Bank assets are expected to grow at
an annual composite rate of 134 per cent during the rest of the decade as against the
growth rate of 167 per cent that existed between 1994-95 and 2002-03 It is expected that
there will be large additions to the capital base and reserves on the liability side
This project has future scope for me as I am working with Axis Bank This project helps
me to understand the consumer awareness level of customers regarding the name change
from UTI Bank to Axis Bank
This project work is also helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
Methodology
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
Acknowledgement
It is my privilege to show my gratitude to my supervisor who spend t h is
precious time providing continuous encouragement and his expert guidance
in my project work It was his direction and encouragement that motivated
me to go through the research work confidently and successfully
At last but not the least I wish to record my deep feeling of love affection
and graduate to my parent without whose blessings it would not have been
possible for me to complete this dissertation
Dharmendra Kumar
ii
Certificate of Originality
I helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipRoll No helliphellip Batch helliphellip a student of
second year of PGPB+MBA program of the Jagannath institute of higher education
hereby certify that this project work carried out by me and the report submitted today in
partial fulfillment of the requirements of the program is an original work of mine and is
not based derived or reproduced from any existing work of any other purpose and has
not been submitted anywhere else at any time
Datehelliphelliphelliphelliphelliphelliphelliphelliphellip Signaturehelliphelliphelliphelliphelliphelliphelliphelliphellip
Certificate by the Project Guide
I certify that Mrhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphas pursued this project work under
my consistent guidance and supervision I further certify that the work is original and is
not based derived or reproduced from any existing work of anyone or on any of the
studentrsquos earlier work undertaken at any other time or for any other purpose and has not
been submitted anywhere else at any time
Signature of Faculty GuidehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipDatehelliphelliphelliphelliphelliphelliphelliphellip
Name of the Faculty Guide Prof Drhelliphelliphelliphellip helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
Contents Page No
iii
Chapter I Introduction and Outline
i) About organizatoion 1
ii) Current Profit 8
iii) Milestones 15
iv) Limitation of the study 2
Chapter II Literature Review 3
Chapter III Research Design and Methodology 15
Chapter IV Collection of Primary Data and Analysis 17
Chapter V Findings and Conclusions 36
Chapter VI Application and significance of the study 38
Annexure
i) Questionnaire
ii) Sample of Coding Sheet
iv
Chapter I
Introduction and Outline
About Axis Bank
Axis Bank was the first of the new private banks to have begun operations in 1994 after
the Government of India allowed new private banks to be established The Bank was
promoted jointly by the Administrator of the specified undertaking of the Unit Trust of
India (UTI - I) Life Insurance Corporation of India (LIC) and General Insurance
Corporation Ltd and other four PSU companies ie National Insurance Company Ltd
The New India Assurance Company The Oriental Insurance Corporation and United
Insurance Company Ltd
The Bank today is capitalized to the extent of Rs 35651 crore with the public holding
(other than promoters) at 5672
The Banks Registered Office is at Ahmedabad and its Central Office is located at
Mumbai Presently the Bank has a very wide network of more than 596 branch offices
and Extension Counters The Bank has a network of over 2502 ATMs providing 24 hrs a
day banking convenience to its customers This is one of the largest ATM networks in the
country
5
UTI Bank is the first of the new private banks to have begun operations in 1994 after the
Government of India allowed new private banks to be established The Bank has
strengths in both retail and corporate banking and is committed to adopting the best
industry practices internationally in order to achieve excellence It has the second largest
customer database especially in Delhi and NCR region
The Bank recently changed its name from UTI Bank Ltd to Axis Bank Ltd The name
change affects a lot in consumerrsquos perception of this brand As an employee of this
company I want to measure the level of awareness which has been created among the
customers after the name changed
Current Scenario
The industry is currently in a transition phase On the one hand the PSBs which are the
mainstay of the Indian Banking system are in the process of shedding their flab in terms
of excessive manpower excessive non Performing Assets (NPAs) and excessive
governmental equity while on the other hand the private sector banks are consolidating
themselves through mergers and acquisitions
Public Sector Banks which currently account for more than 78 percent of total banking
industry assets are saddled with Non Performing Assets (a mind-boggling Rs 830 billion
in 2000) falling revenues from traditional sources lack of modern technology and a
massive workforce while the new private sector banks are forging ahead and rewriting
the traditional banking business model by way of their sheer innovation and service The
6
Public Sector Banks are of course currently working out challenging strategies even as 20
percent of their massive employee strength has dwindled in the wake of the successful
Voluntary Retirement Schemes (VRS) schemes
The private players however cannot match the Public Sector Bankrsquos great reach great
size and access to low cost deposits Therefore one of the means for them to combat the
PSBs has been through the merger and acquisition route Over the last two years the
industry has witnessed several such instances
Private sector Banks have pioneered internet banking phone banking anywhere banking
mobile banking debit cards Automatic Teller Machines (ATMs) and combined various
other services and integrated them into the mainstream banking arena while the Public
Sector Banks are still grappling with disgruntled employees in the aftermath of successful
VRS schemes Also following Indiarsquos commitment to the WTO agreement in respect of
the services sector foreign banks including both new and the existing ones have been
permitted to open up to 12 branches a year with effect from 1998-99 as against the earlier
stipulation of 8 branches
Government diluting their equity from 51 percent to 33 percent in November 2000 has
also opened up a new opportunity for the takeover of even the Public Sector Banks The
FDI rules being more rationalized in Q1FY02 may also pave the way for foreign banks
taking the Merger amp Acquisition route to acquire willing Indian partners
7
The economic and corporate sector slowdown has led to an increasing number of banks
focusing on the retail segment Many of them are also entering the new vistas of
Insurance Banks with their phenomenal reach and a regular interface with the retail
investor are the best placed to enter into the insurance sector Banks in India have been
allowed to provide fee-based insurance services without risk participation invest in an
insurance company for providing infrastructure and services support and set up of a
separate joint-venture insurance company with risk participation
AXIS BANK ANNOUNCES Q1FY10 NET PROFIT OF Rs56204 CRORES UP 7024 YOY
Axis Bank has announced its unaudited results for the first quarter of FY 2009-10 following
the approval of its Board of Directors in a meeting held in Mumbai on 13th July 2009 The
Net Profit of the Bank for the first quarter was Rs 56204 crores growing by 7024 over
the Net Profit of Rs 33014 crores during the first quarter of the previous year The Bankrsquos
balance sheet has grown by 2418 yoy to Rs 141142 crores as at the end of June 2009
from Rs 113660 crores as at end June 2008 Demand deposits have grown 2462 yoy and
constituted 40 of the total deposits with Savings Bank deposits growing 32 yoy and
Current Account deposits growing 16 yoy On a daily average basis demand deposits grew
by 2475 yoy and constituted 37 of the total deposits during Q1 FY10 as against 35 in
Q4 FY09 and
8
Results at a Glance
bull Net Profit rose to Rs 56204 crores during Q1FY10 from Rs 33014 crores in Q1FY09 registeringa growth of 7024 yoy
bull Balance Sheet Size increased 2418 yoy from Rs 113660 crores
at the end of Q1FY09 to Rs141142 crores at the end of Q1FY10
bull Demand Deposits rose 2462 yoy from Rs 35449 crores at the
end of Q1FY09 to Rs 44176crores at the end of Q1FY10 On a daily
average basis demand deposits grew by 2475 toRs 39739 crores
in Q1 FY10 from Rs 31854 crores in Q1 FY09
bull The Bank is well capitalised with a Capital Adequacy Ratio of
1528 at the end of Q1 FY10compared to 1325 at the end of
Q1FY09 and 1369 at the end of FY2009 The Tier - Icapital was
39 at the end of the quarter against 993 at the end of June
2008 and 926at the end of FY2009
38 in Q1 FY09 The Bankrsquos Capital Adequacy Ratio was 1528 as at end June 2009 as
compared to 1325 as at end June 2008 and a Tier-I ratio of 939 as compared to 993
as at end June 2008 The diluted quarterly EPS at Rs 1550 was 7165 higher than the EPS
of Rs 903 in the first quarter of the previous year
9
FINANCIAL HIGHLIGHTS
bull Net Interest Income (NII) and Net Interest Margins (NIM)
The Bank continued to build a wide presence through its 861 Branches amp Extension Counters
and 3723 ATMs across 534 cities and towns During the quarter the Bank added 26
Branches amp Extension Counters and 128 ATMs The daily average balances of Savings Bank
deposits during the quarter grew 33 yoy and those of Current Accounts grew 15 yoy ]
Demand deposits constituted 37 of the total daily average deposits during Q1 FY10 at
nearly the same level (38) as in Q1 FY09 and higher than the level of 35 in Q4FY20 As
a result the Bank posted a Net Interest Margin of 334 marginally lower than the NIM of
337 in Q4FY09 and 335 for Q1FY09
The Bankrsquos advances grew by 28 from Rs 61160 crores as at end June 2008 to Rs 78105
crores as at end June 2009 while investments rose to Rs 46328 crores from Rs 35718
crores a growth of 30 yoy The Net Interest Income rose to Rs 1046 crores in Q1FY10
from Rs 810 crores in Q1FY09 a growth of 29 yoy
bull Fee income
Fee Income registered a growth of 17 yoy rising to Rs 62663 crores in Q1FY10
compared to Rs 53727 crores in Q1FY09 with contributions from all major businesses
in the Bank Fee income from Treasury grew at 55 yoy followed by that from Retail
10
Banking (21 yoy) Business Banking (19 yoy) Large amp Mid Corporate Credit (15
yoy) and SME amp Agri lending businesses (8 yoy)
bull Trading Profits
The Bank generated Rs 32607 crores of Trading Profits in Q1FY10 as compared to Rs
5731 crores in Q1FY09 a growth of 46896 yoy The share of Trading Profits to the
Operating Revenue increased from 399 in Q1FY09 to 1627 in Q1FY10
bull NPAs and restructured loans
Net NPAs as a proportion of Net Customer Assets increased to 041 as at the end of June
2009 compared to 035 as at end March 2009 and was below the level of 047 as at end
June 2008 Gross NPAs as a proportion of Gross Customer Assets were at 101 at end June
2009 compared to 096 as at end March 2009 and 092 as at end June 2008 The Bank
had a provision coverage of 8588 at the end of June 2009 (as a proportion of Gross NPAs
together with accumulated write-offs) If the
accumulated write-offs are excluded provisions held as a proportion of Gross NPAs would
constitute 5989 as at end June 2009
The Bank has restructured loans aggregating Rs 99595 crores during the quarter of which
Rs 18286 crores were restructured under the CDR mechanism Of the total loans
restructured during the quarter loans aggregating Rs 10171 crores were restructured for a
second time in terms of the Reserve Bank of India dispensation The cumulative value of
assets restructured upto 30th June 2009 was Rs 252010 crores constituting 277 of gross
customer assets The diminution in fair value against the restructured loans during the quarter
was Rs 34 crores and has been provided for
11
The segment-wise break-up of the restructured loans for loans restructured in the quarter is
as follows
LargeMid-Corporate 71SME 19Capital Market 4Agriculture 6
The sector-wise breakup of loans restructured during the quarter is as follows
Oil amp Gas 48Textiles 17Real Estate 6Steel 5Others 24
bull Investment Portfolio
The book value of the Bankrsquos investment portfolio as at end June 2009 was Rs 46328
crores of which Rs 26859 crores was in government securities while Rs 19469 crores
was in other investments including corporate bonds equities preference shares mutual
funds etc 91 of the government securities have been classified in the HTM category
while 99 of the corporate bond portfolio has been classified in the HFT and AFS
categories The distribution of the investment portfolio in the three categories as well as
the modified duration in each category was as follows
Category Percentage Duration
HFT 064 57 years
12
AFS 4186 35 years
HTM 5750 56 years
BUSINESS OVERVIEW
bull Cash Management Services
Under Cash Management Services the Bank handled a cash remittance throughput of Rs
255759 crores in Q1FY10 as compared to a throughput of Rs 360318 crores in
Q4FY09 and higher than the throughput of Rs 240102 crores during Q1FY09 The
number of CMS clients has grown to 5089 as at end June 2009
bull Placement Syndication and Project Advisory
The Bank maintained its No1 rank as Debt Arranger as assessed by Prime Database for
the year ended March 2009 Further in the Bloomberg league table for lsquoIndia Domestic
Bondsrsquo the Bank has been ranked No1 for the quarter ended June 2009 The Bank was
the arranger of debt aggregating Rs 14630 crores during Q1FY10 as compared to Rs
27206 crores during Q4FY09 and substantially higher than Rs 7649 crores in Q1FY09
a growth of 91 yoy The Bank continues to strengthen its focus on project advisory
services
bull Retail Business
The number of Savings Bank accounts grew from 6523 lakhs as at end June 2008 to
7541 lakhs as at end June 2009
1048707Retail Asset Products Retail advances grew from Rs 14638 crores as at end
June 2008 to Rs 16780 crores as at end June 2009 a growth of 15 yoy Retail
13
Advances accounted for 21 of the total Advances of the Bank as at the end of June
2009 The Bank has set up 64 Retail Asset Centres (RACs) for focussed retail
lending
1048707Card products The Banks International Debit Card issuance has risen to 124
lakh debit cards as at end June 2009 as compared to 95 lakh cards as at end June
2008 The Bank had over 543000 Credit Cards in force as at end June 2009 The
Bank has an installed base of over 123000 Electronic Data Capture (EDC) machines
as at end June 2009
1048707Wealth Advisory Services and Third Party Products The Bank offers Wealth
Advisory Services and Mohur - Gold Coins and bars - through its select branches and
Personal Investment Products including Mutual Funds Life Insurance products in
association with Metlife India General Insurance products in association with Bajaj
Allianz Insurance and Online trading accounts in association with Geojit Securities
bull International Business
The Bank has five international offices ndash branches at Singapore Hong Kong and Dubai
(at the DIFC) and Representative Offices in Shanghai and Dubai - with focus on
corporate lending trade finance syndication investment banking risk management and
liability businesses The total assets under
14
overseas operations amounted to US$ 218 billion as at end June 2009 as compared to
US$ 180 billion as at end June 2008 a growth of 21 yoy
bull Capital amp Net Worth
The Net Worth of the Bank was Rs 10282 crores as at end June 2009 as compared to Rs
8742 crores as at end June 2008 a growth of 18 yoy The Capital Adequacy Ratio for
the Bank was 1528 as at end June 2009 as compared to 1325 as at end June 2008
The Tier - I capital amounted to 939 as at end June 2009 as against 993 as at end
June 2008
Milestones
Mar-08 Axis Bank launches Platinum Credit Card Indias first EMV chip based card
Dec-07 Axis Bank gets AAA National Long-Term Rating from Fitch Ratings
Sept-07 Axis Bank ties up with Banque Priveacutee Edmond de Rothschild Europe for Wealth Management
July-07 UTI Bank re-brands itself as Axis Bank
July-07 UTI Bank successfully raises USD 1050 million-
July-07 UTI Bank ties up with Tata Motors Ltd for Car Loans
June-07 UTI Banks expansion into Asia supported by FRS
May-07 UTI Bank launches Spice Rewards on the bankcards - Indias first-ever merchant-supported rewards program
April-07 UTI Bank opens a Financial Services Category I Branch in the DIFC in Dubai
Mar-07 UTI Bank ties up with Hyundai Motor India Ltd for Car Loans
Mar-07 UTI Bank ties up with IIFCL to provide finance for infrastructural projects in the country
Mar-07 UTI Bank launches Car Loans in association with Maruti Udyog Ltd
Mar-07 UTI Bank opens a Full Licence Bank Branch in Hong Kong
Feb-07 Finance Minister Shri P Chidambaram Launches Shriram - UTI Bank Co - Branded Credit Card
Exclusively For Small Road Transport Operators (SRTOS)
Feb-07 UTI Bank announces the launch of its Meal Card
Feb-07 UTI Bank announces the launch of its Gift Card
Feb-07 LIC Premium payment now through UTI Bank Branches
Jan-07 UTI bank opens Priority Banking branch in Mumbai and Kolkata
Nov-06 UTI Bank opens Priority Banking Lounge in Pune
Sep-06 UTI Bank launches operations of UBL Sales its Sales Subsidiary - Inaugurates its first office in Bangalore
Aug-06 UTI Bank announces the launch of its Credit Card Business
Aug-06 UTI Bank becomes the first Indian Bank to successfully issue Foreign Currency Hybrid Capital in the International Market
Aug-06 UTI Bank Business Gold Debit Card MasterCard Launched - Designed for business related spending by SMEs and self employed professionals
Aug-06 UTI Bank announces the scheme of issuance of Senior Citizen ID Card in association with Dignity Foundation
Aug-06 UTI Bank rolls out its 2000th ATM
July-06 UTI Bank opens Representative Office in Shanghai
May-06 UTI Bank and LIC join hands to launch an Annuity Card for group pensioners of LIC
May-06 UTI Bank ties up with Geojit Financial Services to offer Online Trading service to its customers
Apr-06 UTI Bank opens its first international branch in Singapore
Jan-06 UTI Bank and UTI Mutual Fund to launch a new service for sale and redemption of mutual fund schemes through the Banks ATMs across the country
Dec-05 UTI Bank wins International Financing Review (IFR) Asia India Bond House award for the year 2005
Oct-05 UTI Bank extends banking services to the rural milk producers in Anand and Kheda districts in Gujarat
July-05 UTI Bank and Visa International launch Mobile Refill facility - Anytime Anywhere Pre-Paid Mobile Refill for all Visa Cardholders in India
May-05 UTI Bank and Bajaj Allianz join hands to distribute general insurance products
Apr-05 UTI Bank launches Smart Privilege - a special bank account designed for women
Mar-05 MTNL ties up with UTI Bank for payment of telephone bills through the Banks ATM network
Mar-05 UTI Bank gets listed on the London Stock Exchange raises US$ 23930 million through Global
Mar-05 Depositary Receipts (GDRs)
Feb-05 UTI Bank appointed by Government of Karnataka as the sole banker for the Bangalore One (B1) project
Feb-05 UTI Bank launches a powerful version of Kisan Credit Card
Jan-05 UTI Bank ties up with Remit2India to launch the Remittance Card
Mar-04 UTI Bank enables premium payment of LIC policies through its ATMs
Feb-04 Bilateral arrangement between State Bank of India (and its 7 associate member banks) and UTI Bank comes into force with the commencement of operations (as on 3rd February 04) of the combined network of over 4000 ATMs
Feb-04 UTI Bank (by pursuing a proactive strategy of forging bilateral agreements and being a progressive player in the multi-lateral consortiums for shared ATM network) offers its customers access to over 7000 ATMs across the country - the largest to be offered by any bank in India so far
Dec-03 Bank inaugurated its ATM at Thegu near the Nathula Pass in Sikkim This ATM is at the highest altitude in India
Sep-03 The Banks ATMs across the country crosses the thousand mark
Sep-03 Bank launches the Travel Currency Card
Aug-03 The Banks Debit Card crosses the one million mark
Aug-03 Total Advances cross Rs 7000 Crore
May-03 Bank declares a net profit of Rs 19218 crores for FY03 a growth of 43 over the previous year
Mar-03 Bank signs Agreement with Employees Provident Fund Organization (EPFO) for disbursement of Pension
Mar-03 Bank crosses the 800 ATM mark
Mar-03 The Bank issues 38362834 fully paid up equity shares totaling to Rs 16400 crores through a
Mar-03 Preferential offer to Life Insurance Corporation of India (now constituting 1354 of
Mar-03 the Banks expanded equity) Citicorp Banking Corporation Bahrain (holding 384) ChrysCapital I
Mar-03 LLC Mauritius (holding 384) and Karur Vysya Bank Ltd(constituting 100) The Bank also
Mar-03 Increases the authorised share capital of the Bank from Rs 230 crores to Rs 300 crores
Feb-03 Bank in a pioneering move launches the AT PAR Cheque facility free of cost for all its Savings Bank customers
Feb-03 Bank wins mandate to set up 14 ATMs at the Western Railway stations along the Mumbai division
Oct-02 Bank launches Corporate iConnect - the Internet Banking facility for Corporates
Aug-02 Bank signs MoU with BSNL regarding bill collection services across the country through both online and offline channels
Apr-02 Bank opens its 500th ATM
Mar-02 Deposits Cross Rs12 000 Crore
Jan-02 The Banks 100th branch opens at TuticorinTamilnadu
Jan-02 The Bank opens an ATM at the Gol Dak-Khana ie the New Delhi GPO making it the first instance of a commercial bank setting up an ATM at any post-office in the country
Dec-01 Total Advances cross Rs 5000 Crore
Nov-01 The deposit base for the Bank crosses Rs 10000 Crore
Sep-01 Private placement of 26 stake in the Bank to CDC Capital Partners UTI holding reduces to 4488
Aug-01 Bank signs MoU with India Post for introducing value added financial products and services to customers of both organizations including setting up of UTI Bank ATMs in post offices
July-01 Bank ties up with Govt of Andhra Pradesh for collection of commercial tax
Dec-00 Bank opens its 200th ATM It becomes the 2nd largest ATM network in the country a position held even today
Oct-00 Bank becomes fully networked
July-00 E-commerce initiatives announced
July-00 Financial Advisory Services offered beginning with marketing of US 64
Apr-00 UTI Bank calls off its proposed merger with Global Trust Bank and surges ahead on its own
Apr-00 Bank launches its Internet banking module iConnect Retail loans introduced for the first time by the Bank
Mar-00 Profits cross Rs 50 crore mark for the first time
Feb-00 Bank adopts Finacle software from Infosys for core banking
Jan-00 DrPJ Nayak takes over as Chairman and Managing Director from Shri Supriya Gupta
Sep-99 Cash management services (CMS) launched Co branded credit card launched
Mar-99 Deposits cross Rs3000 crores
Sep-98 UTI Bank goes public with a Rs 71 crore public issue Issue over-subscribed 12 times over 1 lakh retail investors UTI holding reduces to 6085
Jun-96 Crosses Rs1000 crore deposit mark
Mar-95 Completes first profitable year in operation
Apr-94 First branch of UTI Bank inaugurated at Ahmedabad by Dr Manmohan Singh Honble Finance Minister Government of India
Dec-93 UTI Bank comes into being
Dec-93 Registered office at Ahmedabad Head office at Mumbai
Challenges Ahead
(i) Improving profitability The most direct result of the banking reforms is increasing
competition and narrowing of spreads and its impact on the profitability of banks The
challenge for banks is how to manage with thinning margins while at the same time
working to improve productivity which remains low in relation to global standards This
is particularly important because with dilution in banksrsquo equity analysts and shareholders
now closely track their performance Thus with falling spreads rising provision for
NPAs and falling interest rates greater attention will need to be paid to reducing
transaction costs This will require tremendous efforts in the area of technology and for
banks to build capabilities to handle much bigger volumes
(ii) Reinforcing technology Technology has thus become a strategic and integral part of
banking driving banks to acquire and implement world class systems that enable them to
provide products and services in large volumes at a competitive cost with better risk
management practices The pressure to undertake extensive computerization is very real
as banks that adopt the latest in technology have an edge over others Customers have
become very demanding and banks have to deliver customized products through multiple
channels allowing customers access to the bank round the clock
(iii) Risk management The deregulated environment brings in its wake risks along with
profitable opportunities and technology plays a crucial role in managing these risks In
addition to being exposed to credit risk market risk and operational risk the business of
banks would be susceptible to country risk which will be heightened as controls on the
movement of capital are eased In this context banks are upgrading their credit
assessment and risk management skills and retraining staff developing a cadre of
specialists and introducing technology driven management information systems
(iv) Sharpening skills The far-reaching changes in the banking and financial sector
entail a fundamental shift in the set of skills required in banking To meet increased
competition and manage risks the demand for specialized banking functions using IT as
a competitive tool is set to go up Special skills in retail banking treasury risk
management foreign exchange development banking etc will need to be carefully
nurtured and built Thus the twin pillars of the banking sector ie human resources and
IT will have to be strengthened
(v) Greater customer orientation In todayrsquos competitive environment banks will have
to strive to attract and retain customers by introducing innovative products enhancing the
quality of customer service and marketing a variety of products through diverse channels
targeted at specific customer groups
(vi) Corporate governance Besides using their strengths and strategic initiatives for
creating shareholder value banks have to be conscious of their responsibilities towards
corporate governance Financial liberalization as the ownership of banks gets broad
based the importance of institutional and individual shareholders will increase In such a
scenario banks will need to put in place a code for corporate governance for benefiting
all stakeholders of a corporate entity
(vii) International standards Introducing internationally followed best practices and
observing universally acceptable standards and codes is necessary for strengthening the
domestic financial architecture This includes best practices in the area of corporate
governance along with full transparency in disclosures In todays globalize world
focusing on the observance of standards will help smooth integration with world financial
Chapter II
Objective amp Methodology
significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
Research Objectives
To find out the level of customer awareness about the name change in name from
UTI Bank to Axis Bank
To find out the source of customer awareness
To find out the perception before and after change of nameUTI Bank to Axis Bank
To measuring the level of awareness of customers after the branding of Axis Bank
To measure the Impact of Branding upon customers and their perception about the name
changed
Scope and Plan of the Study
This project will help me to understand the consumer awareness level of customers
regarding the name change from UTI Bank to Axis Bank
This project work will also be helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
The growth in the Indian Banking Industry has been more qualitative than quantitative
and it is expected to remain the same in the coming years Based on the projections made
in the India Vision 2020 prepared by the Planning Commission and the Draft 10th Plan
the report forecasts that the pace of expansion in the balance-sheets of banks is likely to
decelerate The total asset of all scheduled commercial banks by end-March 2010 is
estimated at Rs 4090000 crores That will comprise about 65 per cent of GDP at current
market prices as compared to 67 per cent in 2002-03 Bank assets are expected to grow at
an annual composite rate of 134 per cent during the rest of the decade as against the
growth rate of 167 per cent that existed between 1994-95 and 2002-03 It is expected that
there will be large additions to the capital base and reserves on the liability side
This project has future scope for me as I am working with Axis Bank This project helps
me to understand the consumer awareness level of customers regarding the name change
from UTI Bank to Axis Bank
This project work is also helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
Methodology
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
Certificate of Originality
I helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipRoll No helliphellip Batch helliphellip a student of
second year of PGPB+MBA program of the Jagannath institute of higher education
hereby certify that this project work carried out by me and the report submitted today in
partial fulfillment of the requirements of the program is an original work of mine and is
not based derived or reproduced from any existing work of any other purpose and has
not been submitted anywhere else at any time
Datehelliphelliphelliphelliphelliphelliphelliphelliphellip Signaturehelliphelliphelliphelliphelliphelliphelliphelliphellip
Certificate by the Project Guide
I certify that Mrhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphas pursued this project work under
my consistent guidance and supervision I further certify that the work is original and is
not based derived or reproduced from any existing work of anyone or on any of the
studentrsquos earlier work undertaken at any other time or for any other purpose and has not
been submitted anywhere else at any time
Signature of Faculty GuidehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipDatehelliphelliphelliphelliphelliphelliphelliphellip
Name of the Faculty Guide Prof Drhelliphelliphelliphellip helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
Contents Page No
iii
Chapter I Introduction and Outline
i) About organizatoion 1
ii) Current Profit 8
iii) Milestones 15
iv) Limitation of the study 2
Chapter II Literature Review 3
Chapter III Research Design and Methodology 15
Chapter IV Collection of Primary Data and Analysis 17
Chapter V Findings and Conclusions 36
Chapter VI Application and significance of the study 38
Annexure
i) Questionnaire
ii) Sample of Coding Sheet
iv
Chapter I
Introduction and Outline
About Axis Bank
Axis Bank was the first of the new private banks to have begun operations in 1994 after
the Government of India allowed new private banks to be established The Bank was
promoted jointly by the Administrator of the specified undertaking of the Unit Trust of
India (UTI - I) Life Insurance Corporation of India (LIC) and General Insurance
Corporation Ltd and other four PSU companies ie National Insurance Company Ltd
The New India Assurance Company The Oriental Insurance Corporation and United
Insurance Company Ltd
The Bank today is capitalized to the extent of Rs 35651 crore with the public holding
(other than promoters) at 5672
The Banks Registered Office is at Ahmedabad and its Central Office is located at
Mumbai Presently the Bank has a very wide network of more than 596 branch offices
and Extension Counters The Bank has a network of over 2502 ATMs providing 24 hrs a
day banking convenience to its customers This is one of the largest ATM networks in the
country
5
UTI Bank is the first of the new private banks to have begun operations in 1994 after the
Government of India allowed new private banks to be established The Bank has
strengths in both retail and corporate banking and is committed to adopting the best
industry practices internationally in order to achieve excellence It has the second largest
customer database especially in Delhi and NCR region
The Bank recently changed its name from UTI Bank Ltd to Axis Bank Ltd The name
change affects a lot in consumerrsquos perception of this brand As an employee of this
company I want to measure the level of awareness which has been created among the
customers after the name changed
Current Scenario
The industry is currently in a transition phase On the one hand the PSBs which are the
mainstay of the Indian Banking system are in the process of shedding their flab in terms
of excessive manpower excessive non Performing Assets (NPAs) and excessive
governmental equity while on the other hand the private sector banks are consolidating
themselves through mergers and acquisitions
Public Sector Banks which currently account for more than 78 percent of total banking
industry assets are saddled with Non Performing Assets (a mind-boggling Rs 830 billion
in 2000) falling revenues from traditional sources lack of modern technology and a
massive workforce while the new private sector banks are forging ahead and rewriting
the traditional banking business model by way of their sheer innovation and service The
6
Public Sector Banks are of course currently working out challenging strategies even as 20
percent of their massive employee strength has dwindled in the wake of the successful
Voluntary Retirement Schemes (VRS) schemes
The private players however cannot match the Public Sector Bankrsquos great reach great
size and access to low cost deposits Therefore one of the means for them to combat the
PSBs has been through the merger and acquisition route Over the last two years the
industry has witnessed several such instances
Private sector Banks have pioneered internet banking phone banking anywhere banking
mobile banking debit cards Automatic Teller Machines (ATMs) and combined various
other services and integrated them into the mainstream banking arena while the Public
Sector Banks are still grappling with disgruntled employees in the aftermath of successful
VRS schemes Also following Indiarsquos commitment to the WTO agreement in respect of
the services sector foreign banks including both new and the existing ones have been
permitted to open up to 12 branches a year with effect from 1998-99 as against the earlier
stipulation of 8 branches
Government diluting their equity from 51 percent to 33 percent in November 2000 has
also opened up a new opportunity for the takeover of even the Public Sector Banks The
FDI rules being more rationalized in Q1FY02 may also pave the way for foreign banks
taking the Merger amp Acquisition route to acquire willing Indian partners
7
The economic and corporate sector slowdown has led to an increasing number of banks
focusing on the retail segment Many of them are also entering the new vistas of
Insurance Banks with their phenomenal reach and a regular interface with the retail
investor are the best placed to enter into the insurance sector Banks in India have been
allowed to provide fee-based insurance services without risk participation invest in an
insurance company for providing infrastructure and services support and set up of a
separate joint-venture insurance company with risk participation
AXIS BANK ANNOUNCES Q1FY10 NET PROFIT OF Rs56204 CRORES UP 7024 YOY
Axis Bank has announced its unaudited results for the first quarter of FY 2009-10 following
the approval of its Board of Directors in a meeting held in Mumbai on 13th July 2009 The
Net Profit of the Bank for the first quarter was Rs 56204 crores growing by 7024 over
the Net Profit of Rs 33014 crores during the first quarter of the previous year The Bankrsquos
balance sheet has grown by 2418 yoy to Rs 141142 crores as at the end of June 2009
from Rs 113660 crores as at end June 2008 Demand deposits have grown 2462 yoy and
constituted 40 of the total deposits with Savings Bank deposits growing 32 yoy and
Current Account deposits growing 16 yoy On a daily average basis demand deposits grew
by 2475 yoy and constituted 37 of the total deposits during Q1 FY10 as against 35 in
Q4 FY09 and
8
Results at a Glance
bull Net Profit rose to Rs 56204 crores during Q1FY10 from Rs 33014 crores in Q1FY09 registeringa growth of 7024 yoy
bull Balance Sheet Size increased 2418 yoy from Rs 113660 crores
at the end of Q1FY09 to Rs141142 crores at the end of Q1FY10
bull Demand Deposits rose 2462 yoy from Rs 35449 crores at the
end of Q1FY09 to Rs 44176crores at the end of Q1FY10 On a daily
average basis demand deposits grew by 2475 toRs 39739 crores
in Q1 FY10 from Rs 31854 crores in Q1 FY09
bull The Bank is well capitalised with a Capital Adequacy Ratio of
1528 at the end of Q1 FY10compared to 1325 at the end of
Q1FY09 and 1369 at the end of FY2009 The Tier - Icapital was
39 at the end of the quarter against 993 at the end of June
2008 and 926at the end of FY2009
38 in Q1 FY09 The Bankrsquos Capital Adequacy Ratio was 1528 as at end June 2009 as
compared to 1325 as at end June 2008 and a Tier-I ratio of 939 as compared to 993
as at end June 2008 The diluted quarterly EPS at Rs 1550 was 7165 higher than the EPS
of Rs 903 in the first quarter of the previous year
9
FINANCIAL HIGHLIGHTS
bull Net Interest Income (NII) and Net Interest Margins (NIM)
The Bank continued to build a wide presence through its 861 Branches amp Extension Counters
and 3723 ATMs across 534 cities and towns During the quarter the Bank added 26
Branches amp Extension Counters and 128 ATMs The daily average balances of Savings Bank
deposits during the quarter grew 33 yoy and those of Current Accounts grew 15 yoy ]
Demand deposits constituted 37 of the total daily average deposits during Q1 FY10 at
nearly the same level (38) as in Q1 FY09 and higher than the level of 35 in Q4FY20 As
a result the Bank posted a Net Interest Margin of 334 marginally lower than the NIM of
337 in Q4FY09 and 335 for Q1FY09
The Bankrsquos advances grew by 28 from Rs 61160 crores as at end June 2008 to Rs 78105
crores as at end June 2009 while investments rose to Rs 46328 crores from Rs 35718
crores a growth of 30 yoy The Net Interest Income rose to Rs 1046 crores in Q1FY10
from Rs 810 crores in Q1FY09 a growth of 29 yoy
bull Fee income
Fee Income registered a growth of 17 yoy rising to Rs 62663 crores in Q1FY10
compared to Rs 53727 crores in Q1FY09 with contributions from all major businesses
in the Bank Fee income from Treasury grew at 55 yoy followed by that from Retail
10
Banking (21 yoy) Business Banking (19 yoy) Large amp Mid Corporate Credit (15
yoy) and SME amp Agri lending businesses (8 yoy)
bull Trading Profits
The Bank generated Rs 32607 crores of Trading Profits in Q1FY10 as compared to Rs
5731 crores in Q1FY09 a growth of 46896 yoy The share of Trading Profits to the
Operating Revenue increased from 399 in Q1FY09 to 1627 in Q1FY10
bull NPAs and restructured loans
Net NPAs as a proportion of Net Customer Assets increased to 041 as at the end of June
2009 compared to 035 as at end March 2009 and was below the level of 047 as at end
June 2008 Gross NPAs as a proportion of Gross Customer Assets were at 101 at end June
2009 compared to 096 as at end March 2009 and 092 as at end June 2008 The Bank
had a provision coverage of 8588 at the end of June 2009 (as a proportion of Gross NPAs
together with accumulated write-offs) If the
accumulated write-offs are excluded provisions held as a proportion of Gross NPAs would
constitute 5989 as at end June 2009
The Bank has restructured loans aggregating Rs 99595 crores during the quarter of which
Rs 18286 crores were restructured under the CDR mechanism Of the total loans
restructured during the quarter loans aggregating Rs 10171 crores were restructured for a
second time in terms of the Reserve Bank of India dispensation The cumulative value of
assets restructured upto 30th June 2009 was Rs 252010 crores constituting 277 of gross
customer assets The diminution in fair value against the restructured loans during the quarter
was Rs 34 crores and has been provided for
11
The segment-wise break-up of the restructured loans for loans restructured in the quarter is
as follows
LargeMid-Corporate 71SME 19Capital Market 4Agriculture 6
The sector-wise breakup of loans restructured during the quarter is as follows
Oil amp Gas 48Textiles 17Real Estate 6Steel 5Others 24
bull Investment Portfolio
The book value of the Bankrsquos investment portfolio as at end June 2009 was Rs 46328
crores of which Rs 26859 crores was in government securities while Rs 19469 crores
was in other investments including corporate bonds equities preference shares mutual
funds etc 91 of the government securities have been classified in the HTM category
while 99 of the corporate bond portfolio has been classified in the HFT and AFS
categories The distribution of the investment portfolio in the three categories as well as
the modified duration in each category was as follows
Category Percentage Duration
HFT 064 57 years
12
AFS 4186 35 years
HTM 5750 56 years
BUSINESS OVERVIEW
bull Cash Management Services
Under Cash Management Services the Bank handled a cash remittance throughput of Rs
255759 crores in Q1FY10 as compared to a throughput of Rs 360318 crores in
Q4FY09 and higher than the throughput of Rs 240102 crores during Q1FY09 The
number of CMS clients has grown to 5089 as at end June 2009
bull Placement Syndication and Project Advisory
The Bank maintained its No1 rank as Debt Arranger as assessed by Prime Database for
the year ended March 2009 Further in the Bloomberg league table for lsquoIndia Domestic
Bondsrsquo the Bank has been ranked No1 for the quarter ended June 2009 The Bank was
the arranger of debt aggregating Rs 14630 crores during Q1FY10 as compared to Rs
27206 crores during Q4FY09 and substantially higher than Rs 7649 crores in Q1FY09
a growth of 91 yoy The Bank continues to strengthen its focus on project advisory
services
bull Retail Business
The number of Savings Bank accounts grew from 6523 lakhs as at end June 2008 to
7541 lakhs as at end June 2009
1048707Retail Asset Products Retail advances grew from Rs 14638 crores as at end
June 2008 to Rs 16780 crores as at end June 2009 a growth of 15 yoy Retail
13
Advances accounted for 21 of the total Advances of the Bank as at the end of June
2009 The Bank has set up 64 Retail Asset Centres (RACs) for focussed retail
lending
1048707Card products The Banks International Debit Card issuance has risen to 124
lakh debit cards as at end June 2009 as compared to 95 lakh cards as at end June
2008 The Bank had over 543000 Credit Cards in force as at end June 2009 The
Bank has an installed base of over 123000 Electronic Data Capture (EDC) machines
as at end June 2009
1048707Wealth Advisory Services and Third Party Products The Bank offers Wealth
Advisory Services and Mohur - Gold Coins and bars - through its select branches and
Personal Investment Products including Mutual Funds Life Insurance products in
association with Metlife India General Insurance products in association with Bajaj
Allianz Insurance and Online trading accounts in association with Geojit Securities
bull International Business
The Bank has five international offices ndash branches at Singapore Hong Kong and Dubai
(at the DIFC) and Representative Offices in Shanghai and Dubai - with focus on
corporate lending trade finance syndication investment banking risk management and
liability businesses The total assets under
14
overseas operations amounted to US$ 218 billion as at end June 2009 as compared to
US$ 180 billion as at end June 2008 a growth of 21 yoy
bull Capital amp Net Worth
The Net Worth of the Bank was Rs 10282 crores as at end June 2009 as compared to Rs
8742 crores as at end June 2008 a growth of 18 yoy The Capital Adequacy Ratio for
the Bank was 1528 as at end June 2009 as compared to 1325 as at end June 2008
The Tier - I capital amounted to 939 as at end June 2009 as against 993 as at end
June 2008
Milestones
Mar-08 Axis Bank launches Platinum Credit Card Indias first EMV chip based card
Dec-07 Axis Bank gets AAA National Long-Term Rating from Fitch Ratings
Sept-07 Axis Bank ties up with Banque Priveacutee Edmond de Rothschild Europe for Wealth Management
July-07 UTI Bank re-brands itself as Axis Bank
July-07 UTI Bank successfully raises USD 1050 million-
July-07 UTI Bank ties up with Tata Motors Ltd for Car Loans
June-07 UTI Banks expansion into Asia supported by FRS
May-07 UTI Bank launches Spice Rewards on the bankcards - Indias first-ever merchant-supported rewards program
April-07 UTI Bank opens a Financial Services Category I Branch in the DIFC in Dubai
Mar-07 UTI Bank ties up with Hyundai Motor India Ltd for Car Loans
Mar-07 UTI Bank ties up with IIFCL to provide finance for infrastructural projects in the country
Mar-07 UTI Bank launches Car Loans in association with Maruti Udyog Ltd
Mar-07 UTI Bank opens a Full Licence Bank Branch in Hong Kong
Feb-07 Finance Minister Shri P Chidambaram Launches Shriram - UTI Bank Co - Branded Credit Card
Exclusively For Small Road Transport Operators (SRTOS)
Feb-07 UTI Bank announces the launch of its Meal Card
Feb-07 UTI Bank announces the launch of its Gift Card
Feb-07 LIC Premium payment now through UTI Bank Branches
Jan-07 UTI bank opens Priority Banking branch in Mumbai and Kolkata
Nov-06 UTI Bank opens Priority Banking Lounge in Pune
Sep-06 UTI Bank launches operations of UBL Sales its Sales Subsidiary - Inaugurates its first office in Bangalore
Aug-06 UTI Bank announces the launch of its Credit Card Business
Aug-06 UTI Bank becomes the first Indian Bank to successfully issue Foreign Currency Hybrid Capital in the International Market
Aug-06 UTI Bank Business Gold Debit Card MasterCard Launched - Designed for business related spending by SMEs and self employed professionals
Aug-06 UTI Bank announces the scheme of issuance of Senior Citizen ID Card in association with Dignity Foundation
Aug-06 UTI Bank rolls out its 2000th ATM
July-06 UTI Bank opens Representative Office in Shanghai
May-06 UTI Bank and LIC join hands to launch an Annuity Card for group pensioners of LIC
May-06 UTI Bank ties up with Geojit Financial Services to offer Online Trading service to its customers
Apr-06 UTI Bank opens its first international branch in Singapore
Jan-06 UTI Bank and UTI Mutual Fund to launch a new service for sale and redemption of mutual fund schemes through the Banks ATMs across the country
Dec-05 UTI Bank wins International Financing Review (IFR) Asia India Bond House award for the year 2005
Oct-05 UTI Bank extends banking services to the rural milk producers in Anand and Kheda districts in Gujarat
July-05 UTI Bank and Visa International launch Mobile Refill facility - Anytime Anywhere Pre-Paid Mobile Refill for all Visa Cardholders in India
May-05 UTI Bank and Bajaj Allianz join hands to distribute general insurance products
Apr-05 UTI Bank launches Smart Privilege - a special bank account designed for women
Mar-05 MTNL ties up with UTI Bank for payment of telephone bills through the Banks ATM network
Mar-05 UTI Bank gets listed on the London Stock Exchange raises US$ 23930 million through Global
Mar-05 Depositary Receipts (GDRs)
Feb-05 UTI Bank appointed by Government of Karnataka as the sole banker for the Bangalore One (B1) project
Feb-05 UTI Bank launches a powerful version of Kisan Credit Card
Jan-05 UTI Bank ties up with Remit2India to launch the Remittance Card
Mar-04 UTI Bank enables premium payment of LIC policies through its ATMs
Feb-04 Bilateral arrangement between State Bank of India (and its 7 associate member banks) and UTI Bank comes into force with the commencement of operations (as on 3rd February 04) of the combined network of over 4000 ATMs
Feb-04 UTI Bank (by pursuing a proactive strategy of forging bilateral agreements and being a progressive player in the multi-lateral consortiums for shared ATM network) offers its customers access to over 7000 ATMs across the country - the largest to be offered by any bank in India so far
Dec-03 Bank inaugurated its ATM at Thegu near the Nathula Pass in Sikkim This ATM is at the highest altitude in India
Sep-03 The Banks ATMs across the country crosses the thousand mark
Sep-03 Bank launches the Travel Currency Card
Aug-03 The Banks Debit Card crosses the one million mark
Aug-03 Total Advances cross Rs 7000 Crore
May-03 Bank declares a net profit of Rs 19218 crores for FY03 a growth of 43 over the previous year
Mar-03 Bank signs Agreement with Employees Provident Fund Organization (EPFO) for disbursement of Pension
Mar-03 Bank crosses the 800 ATM mark
Mar-03 The Bank issues 38362834 fully paid up equity shares totaling to Rs 16400 crores through a
Mar-03 Preferential offer to Life Insurance Corporation of India (now constituting 1354 of
Mar-03 the Banks expanded equity) Citicorp Banking Corporation Bahrain (holding 384) ChrysCapital I
Mar-03 LLC Mauritius (holding 384) and Karur Vysya Bank Ltd(constituting 100) The Bank also
Mar-03 Increases the authorised share capital of the Bank from Rs 230 crores to Rs 300 crores
Feb-03 Bank in a pioneering move launches the AT PAR Cheque facility free of cost for all its Savings Bank customers
Feb-03 Bank wins mandate to set up 14 ATMs at the Western Railway stations along the Mumbai division
Oct-02 Bank launches Corporate iConnect - the Internet Banking facility for Corporates
Aug-02 Bank signs MoU with BSNL regarding bill collection services across the country through both online and offline channels
Apr-02 Bank opens its 500th ATM
Mar-02 Deposits Cross Rs12 000 Crore
Jan-02 The Banks 100th branch opens at TuticorinTamilnadu
Jan-02 The Bank opens an ATM at the Gol Dak-Khana ie the New Delhi GPO making it the first instance of a commercial bank setting up an ATM at any post-office in the country
Dec-01 Total Advances cross Rs 5000 Crore
Nov-01 The deposit base for the Bank crosses Rs 10000 Crore
Sep-01 Private placement of 26 stake in the Bank to CDC Capital Partners UTI holding reduces to 4488
Aug-01 Bank signs MoU with India Post for introducing value added financial products and services to customers of both organizations including setting up of UTI Bank ATMs in post offices
July-01 Bank ties up with Govt of Andhra Pradesh for collection of commercial tax
Dec-00 Bank opens its 200th ATM It becomes the 2nd largest ATM network in the country a position held even today
Oct-00 Bank becomes fully networked
July-00 E-commerce initiatives announced
July-00 Financial Advisory Services offered beginning with marketing of US 64
Apr-00 UTI Bank calls off its proposed merger with Global Trust Bank and surges ahead on its own
Apr-00 Bank launches its Internet banking module iConnect Retail loans introduced for the first time by the Bank
Mar-00 Profits cross Rs 50 crore mark for the first time
Feb-00 Bank adopts Finacle software from Infosys for core banking
Jan-00 DrPJ Nayak takes over as Chairman and Managing Director from Shri Supriya Gupta
Sep-99 Cash management services (CMS) launched Co branded credit card launched
Mar-99 Deposits cross Rs3000 crores
Sep-98 UTI Bank goes public with a Rs 71 crore public issue Issue over-subscribed 12 times over 1 lakh retail investors UTI holding reduces to 6085
Jun-96 Crosses Rs1000 crore deposit mark
Mar-95 Completes first profitable year in operation
Apr-94 First branch of UTI Bank inaugurated at Ahmedabad by Dr Manmohan Singh Honble Finance Minister Government of India
Dec-93 UTI Bank comes into being
Dec-93 Registered office at Ahmedabad Head office at Mumbai
Challenges Ahead
(i) Improving profitability The most direct result of the banking reforms is increasing
competition and narrowing of spreads and its impact on the profitability of banks The
challenge for banks is how to manage with thinning margins while at the same time
working to improve productivity which remains low in relation to global standards This
is particularly important because with dilution in banksrsquo equity analysts and shareholders
now closely track their performance Thus with falling spreads rising provision for
NPAs and falling interest rates greater attention will need to be paid to reducing
transaction costs This will require tremendous efforts in the area of technology and for
banks to build capabilities to handle much bigger volumes
(ii) Reinforcing technology Technology has thus become a strategic and integral part of
banking driving banks to acquire and implement world class systems that enable them to
provide products and services in large volumes at a competitive cost with better risk
management practices The pressure to undertake extensive computerization is very real
as banks that adopt the latest in technology have an edge over others Customers have
become very demanding and banks have to deliver customized products through multiple
channels allowing customers access to the bank round the clock
(iii) Risk management The deregulated environment brings in its wake risks along with
profitable opportunities and technology plays a crucial role in managing these risks In
addition to being exposed to credit risk market risk and operational risk the business of
banks would be susceptible to country risk which will be heightened as controls on the
movement of capital are eased In this context banks are upgrading their credit
assessment and risk management skills and retraining staff developing a cadre of
specialists and introducing technology driven management information systems
(iv) Sharpening skills The far-reaching changes in the banking and financial sector
entail a fundamental shift in the set of skills required in banking To meet increased
competition and manage risks the demand for specialized banking functions using IT as
a competitive tool is set to go up Special skills in retail banking treasury risk
management foreign exchange development banking etc will need to be carefully
nurtured and built Thus the twin pillars of the banking sector ie human resources and
IT will have to be strengthened
(v) Greater customer orientation In todayrsquos competitive environment banks will have
to strive to attract and retain customers by introducing innovative products enhancing the
quality of customer service and marketing a variety of products through diverse channels
targeted at specific customer groups
(vi) Corporate governance Besides using their strengths and strategic initiatives for
creating shareholder value banks have to be conscious of their responsibilities towards
corporate governance Financial liberalization as the ownership of banks gets broad
based the importance of institutional and individual shareholders will increase In such a
scenario banks will need to put in place a code for corporate governance for benefiting
all stakeholders of a corporate entity
(vii) International standards Introducing internationally followed best practices and
observing universally acceptable standards and codes is necessary for strengthening the
domestic financial architecture This includes best practices in the area of corporate
governance along with full transparency in disclosures In todays globalize world
focusing on the observance of standards will help smooth integration with world financial
Chapter II
Objective amp Methodology
significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
Research Objectives
To find out the level of customer awareness about the name change in name from
UTI Bank to Axis Bank
To find out the source of customer awareness
To find out the perception before and after change of nameUTI Bank to Axis Bank
To measuring the level of awareness of customers after the branding of Axis Bank
To measure the Impact of Branding upon customers and their perception about the name
changed
Scope and Plan of the Study
This project will help me to understand the consumer awareness level of customers
regarding the name change from UTI Bank to Axis Bank
This project work will also be helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
The growth in the Indian Banking Industry has been more qualitative than quantitative
and it is expected to remain the same in the coming years Based on the projections made
in the India Vision 2020 prepared by the Planning Commission and the Draft 10th Plan
the report forecasts that the pace of expansion in the balance-sheets of banks is likely to
decelerate The total asset of all scheduled commercial banks by end-March 2010 is
estimated at Rs 4090000 crores That will comprise about 65 per cent of GDP at current
market prices as compared to 67 per cent in 2002-03 Bank assets are expected to grow at
an annual composite rate of 134 per cent during the rest of the decade as against the
growth rate of 167 per cent that existed between 1994-95 and 2002-03 It is expected that
there will be large additions to the capital base and reserves on the liability side
This project has future scope for me as I am working with Axis Bank This project helps
me to understand the consumer awareness level of customers regarding the name change
from UTI Bank to Axis Bank
This project work is also helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
Methodology
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
Chapter I Introduction and Outline
i) About organizatoion 1
ii) Current Profit 8
iii) Milestones 15
iv) Limitation of the study 2
Chapter II Literature Review 3
Chapter III Research Design and Methodology 15
Chapter IV Collection of Primary Data and Analysis 17
Chapter V Findings and Conclusions 36
Chapter VI Application and significance of the study 38
Annexure
i) Questionnaire
ii) Sample of Coding Sheet
iv
Chapter I
Introduction and Outline
About Axis Bank
Axis Bank was the first of the new private banks to have begun operations in 1994 after
the Government of India allowed new private banks to be established The Bank was
promoted jointly by the Administrator of the specified undertaking of the Unit Trust of
India (UTI - I) Life Insurance Corporation of India (LIC) and General Insurance
Corporation Ltd and other four PSU companies ie National Insurance Company Ltd
The New India Assurance Company The Oriental Insurance Corporation and United
Insurance Company Ltd
The Bank today is capitalized to the extent of Rs 35651 crore with the public holding
(other than promoters) at 5672
The Banks Registered Office is at Ahmedabad and its Central Office is located at
Mumbai Presently the Bank has a very wide network of more than 596 branch offices
and Extension Counters The Bank has a network of over 2502 ATMs providing 24 hrs a
day banking convenience to its customers This is one of the largest ATM networks in the
country
5
UTI Bank is the first of the new private banks to have begun operations in 1994 after the
Government of India allowed new private banks to be established The Bank has
strengths in both retail and corporate banking and is committed to adopting the best
industry practices internationally in order to achieve excellence It has the second largest
customer database especially in Delhi and NCR region
The Bank recently changed its name from UTI Bank Ltd to Axis Bank Ltd The name
change affects a lot in consumerrsquos perception of this brand As an employee of this
company I want to measure the level of awareness which has been created among the
customers after the name changed
Current Scenario
The industry is currently in a transition phase On the one hand the PSBs which are the
mainstay of the Indian Banking system are in the process of shedding their flab in terms
of excessive manpower excessive non Performing Assets (NPAs) and excessive
governmental equity while on the other hand the private sector banks are consolidating
themselves through mergers and acquisitions
Public Sector Banks which currently account for more than 78 percent of total banking
industry assets are saddled with Non Performing Assets (a mind-boggling Rs 830 billion
in 2000) falling revenues from traditional sources lack of modern technology and a
massive workforce while the new private sector banks are forging ahead and rewriting
the traditional banking business model by way of their sheer innovation and service The
6
Public Sector Banks are of course currently working out challenging strategies even as 20
percent of their massive employee strength has dwindled in the wake of the successful
Voluntary Retirement Schemes (VRS) schemes
The private players however cannot match the Public Sector Bankrsquos great reach great
size and access to low cost deposits Therefore one of the means for them to combat the
PSBs has been through the merger and acquisition route Over the last two years the
industry has witnessed several such instances
Private sector Banks have pioneered internet banking phone banking anywhere banking
mobile banking debit cards Automatic Teller Machines (ATMs) and combined various
other services and integrated them into the mainstream banking arena while the Public
Sector Banks are still grappling with disgruntled employees in the aftermath of successful
VRS schemes Also following Indiarsquos commitment to the WTO agreement in respect of
the services sector foreign banks including both new and the existing ones have been
permitted to open up to 12 branches a year with effect from 1998-99 as against the earlier
stipulation of 8 branches
Government diluting their equity from 51 percent to 33 percent in November 2000 has
also opened up a new opportunity for the takeover of even the Public Sector Banks The
FDI rules being more rationalized in Q1FY02 may also pave the way for foreign banks
taking the Merger amp Acquisition route to acquire willing Indian partners
7
The economic and corporate sector slowdown has led to an increasing number of banks
focusing on the retail segment Many of them are also entering the new vistas of
Insurance Banks with their phenomenal reach and a regular interface with the retail
investor are the best placed to enter into the insurance sector Banks in India have been
allowed to provide fee-based insurance services without risk participation invest in an
insurance company for providing infrastructure and services support and set up of a
separate joint-venture insurance company with risk participation
AXIS BANK ANNOUNCES Q1FY10 NET PROFIT OF Rs56204 CRORES UP 7024 YOY
Axis Bank has announced its unaudited results for the first quarter of FY 2009-10 following
the approval of its Board of Directors in a meeting held in Mumbai on 13th July 2009 The
Net Profit of the Bank for the first quarter was Rs 56204 crores growing by 7024 over
the Net Profit of Rs 33014 crores during the first quarter of the previous year The Bankrsquos
balance sheet has grown by 2418 yoy to Rs 141142 crores as at the end of June 2009
from Rs 113660 crores as at end June 2008 Demand deposits have grown 2462 yoy and
constituted 40 of the total deposits with Savings Bank deposits growing 32 yoy and
Current Account deposits growing 16 yoy On a daily average basis demand deposits grew
by 2475 yoy and constituted 37 of the total deposits during Q1 FY10 as against 35 in
Q4 FY09 and
8
Results at a Glance
bull Net Profit rose to Rs 56204 crores during Q1FY10 from Rs 33014 crores in Q1FY09 registeringa growth of 7024 yoy
bull Balance Sheet Size increased 2418 yoy from Rs 113660 crores
at the end of Q1FY09 to Rs141142 crores at the end of Q1FY10
bull Demand Deposits rose 2462 yoy from Rs 35449 crores at the
end of Q1FY09 to Rs 44176crores at the end of Q1FY10 On a daily
average basis demand deposits grew by 2475 toRs 39739 crores
in Q1 FY10 from Rs 31854 crores in Q1 FY09
bull The Bank is well capitalised with a Capital Adequacy Ratio of
1528 at the end of Q1 FY10compared to 1325 at the end of
Q1FY09 and 1369 at the end of FY2009 The Tier - Icapital was
39 at the end of the quarter against 993 at the end of June
2008 and 926at the end of FY2009
38 in Q1 FY09 The Bankrsquos Capital Adequacy Ratio was 1528 as at end June 2009 as
compared to 1325 as at end June 2008 and a Tier-I ratio of 939 as compared to 993
as at end June 2008 The diluted quarterly EPS at Rs 1550 was 7165 higher than the EPS
of Rs 903 in the first quarter of the previous year
9
FINANCIAL HIGHLIGHTS
bull Net Interest Income (NII) and Net Interest Margins (NIM)
The Bank continued to build a wide presence through its 861 Branches amp Extension Counters
and 3723 ATMs across 534 cities and towns During the quarter the Bank added 26
Branches amp Extension Counters and 128 ATMs The daily average balances of Savings Bank
deposits during the quarter grew 33 yoy and those of Current Accounts grew 15 yoy ]
Demand deposits constituted 37 of the total daily average deposits during Q1 FY10 at
nearly the same level (38) as in Q1 FY09 and higher than the level of 35 in Q4FY20 As
a result the Bank posted a Net Interest Margin of 334 marginally lower than the NIM of
337 in Q4FY09 and 335 for Q1FY09
The Bankrsquos advances grew by 28 from Rs 61160 crores as at end June 2008 to Rs 78105
crores as at end June 2009 while investments rose to Rs 46328 crores from Rs 35718
crores a growth of 30 yoy The Net Interest Income rose to Rs 1046 crores in Q1FY10
from Rs 810 crores in Q1FY09 a growth of 29 yoy
bull Fee income
Fee Income registered a growth of 17 yoy rising to Rs 62663 crores in Q1FY10
compared to Rs 53727 crores in Q1FY09 with contributions from all major businesses
in the Bank Fee income from Treasury grew at 55 yoy followed by that from Retail
10
Banking (21 yoy) Business Banking (19 yoy) Large amp Mid Corporate Credit (15
yoy) and SME amp Agri lending businesses (8 yoy)
bull Trading Profits
The Bank generated Rs 32607 crores of Trading Profits in Q1FY10 as compared to Rs
5731 crores in Q1FY09 a growth of 46896 yoy The share of Trading Profits to the
Operating Revenue increased from 399 in Q1FY09 to 1627 in Q1FY10
bull NPAs and restructured loans
Net NPAs as a proportion of Net Customer Assets increased to 041 as at the end of June
2009 compared to 035 as at end March 2009 and was below the level of 047 as at end
June 2008 Gross NPAs as a proportion of Gross Customer Assets were at 101 at end June
2009 compared to 096 as at end March 2009 and 092 as at end June 2008 The Bank
had a provision coverage of 8588 at the end of June 2009 (as a proportion of Gross NPAs
together with accumulated write-offs) If the
accumulated write-offs are excluded provisions held as a proportion of Gross NPAs would
constitute 5989 as at end June 2009
The Bank has restructured loans aggregating Rs 99595 crores during the quarter of which
Rs 18286 crores were restructured under the CDR mechanism Of the total loans
restructured during the quarter loans aggregating Rs 10171 crores were restructured for a
second time in terms of the Reserve Bank of India dispensation The cumulative value of
assets restructured upto 30th June 2009 was Rs 252010 crores constituting 277 of gross
customer assets The diminution in fair value against the restructured loans during the quarter
was Rs 34 crores and has been provided for
11
The segment-wise break-up of the restructured loans for loans restructured in the quarter is
as follows
LargeMid-Corporate 71SME 19Capital Market 4Agriculture 6
The sector-wise breakup of loans restructured during the quarter is as follows
Oil amp Gas 48Textiles 17Real Estate 6Steel 5Others 24
bull Investment Portfolio
The book value of the Bankrsquos investment portfolio as at end June 2009 was Rs 46328
crores of which Rs 26859 crores was in government securities while Rs 19469 crores
was in other investments including corporate bonds equities preference shares mutual
funds etc 91 of the government securities have been classified in the HTM category
while 99 of the corporate bond portfolio has been classified in the HFT and AFS
categories The distribution of the investment portfolio in the three categories as well as
the modified duration in each category was as follows
Category Percentage Duration
HFT 064 57 years
12
AFS 4186 35 years
HTM 5750 56 years
BUSINESS OVERVIEW
bull Cash Management Services
Under Cash Management Services the Bank handled a cash remittance throughput of Rs
255759 crores in Q1FY10 as compared to a throughput of Rs 360318 crores in
Q4FY09 and higher than the throughput of Rs 240102 crores during Q1FY09 The
number of CMS clients has grown to 5089 as at end June 2009
bull Placement Syndication and Project Advisory
The Bank maintained its No1 rank as Debt Arranger as assessed by Prime Database for
the year ended March 2009 Further in the Bloomberg league table for lsquoIndia Domestic
Bondsrsquo the Bank has been ranked No1 for the quarter ended June 2009 The Bank was
the arranger of debt aggregating Rs 14630 crores during Q1FY10 as compared to Rs
27206 crores during Q4FY09 and substantially higher than Rs 7649 crores in Q1FY09
a growth of 91 yoy The Bank continues to strengthen its focus on project advisory
services
bull Retail Business
The number of Savings Bank accounts grew from 6523 lakhs as at end June 2008 to
7541 lakhs as at end June 2009
1048707Retail Asset Products Retail advances grew from Rs 14638 crores as at end
June 2008 to Rs 16780 crores as at end June 2009 a growth of 15 yoy Retail
13
Advances accounted for 21 of the total Advances of the Bank as at the end of June
2009 The Bank has set up 64 Retail Asset Centres (RACs) for focussed retail
lending
1048707Card products The Banks International Debit Card issuance has risen to 124
lakh debit cards as at end June 2009 as compared to 95 lakh cards as at end June
2008 The Bank had over 543000 Credit Cards in force as at end June 2009 The
Bank has an installed base of over 123000 Electronic Data Capture (EDC) machines
as at end June 2009
1048707Wealth Advisory Services and Third Party Products The Bank offers Wealth
Advisory Services and Mohur - Gold Coins and bars - through its select branches and
Personal Investment Products including Mutual Funds Life Insurance products in
association with Metlife India General Insurance products in association with Bajaj
Allianz Insurance and Online trading accounts in association with Geojit Securities
bull International Business
The Bank has five international offices ndash branches at Singapore Hong Kong and Dubai
(at the DIFC) and Representative Offices in Shanghai and Dubai - with focus on
corporate lending trade finance syndication investment banking risk management and
liability businesses The total assets under
14
overseas operations amounted to US$ 218 billion as at end June 2009 as compared to
US$ 180 billion as at end June 2008 a growth of 21 yoy
bull Capital amp Net Worth
The Net Worth of the Bank was Rs 10282 crores as at end June 2009 as compared to Rs
8742 crores as at end June 2008 a growth of 18 yoy The Capital Adequacy Ratio for
the Bank was 1528 as at end June 2009 as compared to 1325 as at end June 2008
The Tier - I capital amounted to 939 as at end June 2009 as against 993 as at end
June 2008
Milestones
Mar-08 Axis Bank launches Platinum Credit Card Indias first EMV chip based card
Dec-07 Axis Bank gets AAA National Long-Term Rating from Fitch Ratings
Sept-07 Axis Bank ties up with Banque Priveacutee Edmond de Rothschild Europe for Wealth Management
July-07 UTI Bank re-brands itself as Axis Bank
July-07 UTI Bank successfully raises USD 1050 million-
July-07 UTI Bank ties up with Tata Motors Ltd for Car Loans
June-07 UTI Banks expansion into Asia supported by FRS
May-07 UTI Bank launches Spice Rewards on the bankcards - Indias first-ever merchant-supported rewards program
April-07 UTI Bank opens a Financial Services Category I Branch in the DIFC in Dubai
Mar-07 UTI Bank ties up with Hyundai Motor India Ltd for Car Loans
Mar-07 UTI Bank ties up with IIFCL to provide finance for infrastructural projects in the country
Mar-07 UTI Bank launches Car Loans in association with Maruti Udyog Ltd
Mar-07 UTI Bank opens a Full Licence Bank Branch in Hong Kong
Feb-07 Finance Minister Shri P Chidambaram Launches Shriram - UTI Bank Co - Branded Credit Card
Exclusively For Small Road Transport Operators (SRTOS)
Feb-07 UTI Bank announces the launch of its Meal Card
Feb-07 UTI Bank announces the launch of its Gift Card
Feb-07 LIC Premium payment now through UTI Bank Branches
Jan-07 UTI bank opens Priority Banking branch in Mumbai and Kolkata
Nov-06 UTI Bank opens Priority Banking Lounge in Pune
Sep-06 UTI Bank launches operations of UBL Sales its Sales Subsidiary - Inaugurates its first office in Bangalore
Aug-06 UTI Bank announces the launch of its Credit Card Business
Aug-06 UTI Bank becomes the first Indian Bank to successfully issue Foreign Currency Hybrid Capital in the International Market
Aug-06 UTI Bank Business Gold Debit Card MasterCard Launched - Designed for business related spending by SMEs and self employed professionals
Aug-06 UTI Bank announces the scheme of issuance of Senior Citizen ID Card in association with Dignity Foundation
Aug-06 UTI Bank rolls out its 2000th ATM
July-06 UTI Bank opens Representative Office in Shanghai
May-06 UTI Bank and LIC join hands to launch an Annuity Card for group pensioners of LIC
May-06 UTI Bank ties up with Geojit Financial Services to offer Online Trading service to its customers
Apr-06 UTI Bank opens its first international branch in Singapore
Jan-06 UTI Bank and UTI Mutual Fund to launch a new service for sale and redemption of mutual fund schemes through the Banks ATMs across the country
Dec-05 UTI Bank wins International Financing Review (IFR) Asia India Bond House award for the year 2005
Oct-05 UTI Bank extends banking services to the rural milk producers in Anand and Kheda districts in Gujarat
July-05 UTI Bank and Visa International launch Mobile Refill facility - Anytime Anywhere Pre-Paid Mobile Refill for all Visa Cardholders in India
May-05 UTI Bank and Bajaj Allianz join hands to distribute general insurance products
Apr-05 UTI Bank launches Smart Privilege - a special bank account designed for women
Mar-05 MTNL ties up with UTI Bank for payment of telephone bills through the Banks ATM network
Mar-05 UTI Bank gets listed on the London Stock Exchange raises US$ 23930 million through Global
Mar-05 Depositary Receipts (GDRs)
Feb-05 UTI Bank appointed by Government of Karnataka as the sole banker for the Bangalore One (B1) project
Feb-05 UTI Bank launches a powerful version of Kisan Credit Card
Jan-05 UTI Bank ties up with Remit2India to launch the Remittance Card
Mar-04 UTI Bank enables premium payment of LIC policies through its ATMs
Feb-04 Bilateral arrangement between State Bank of India (and its 7 associate member banks) and UTI Bank comes into force with the commencement of operations (as on 3rd February 04) of the combined network of over 4000 ATMs
Feb-04 UTI Bank (by pursuing a proactive strategy of forging bilateral agreements and being a progressive player in the multi-lateral consortiums for shared ATM network) offers its customers access to over 7000 ATMs across the country - the largest to be offered by any bank in India so far
Dec-03 Bank inaugurated its ATM at Thegu near the Nathula Pass in Sikkim This ATM is at the highest altitude in India
Sep-03 The Banks ATMs across the country crosses the thousand mark
Sep-03 Bank launches the Travel Currency Card
Aug-03 The Banks Debit Card crosses the one million mark
Aug-03 Total Advances cross Rs 7000 Crore
May-03 Bank declares a net profit of Rs 19218 crores for FY03 a growth of 43 over the previous year
Mar-03 Bank signs Agreement with Employees Provident Fund Organization (EPFO) for disbursement of Pension
Mar-03 Bank crosses the 800 ATM mark
Mar-03 The Bank issues 38362834 fully paid up equity shares totaling to Rs 16400 crores through a
Mar-03 Preferential offer to Life Insurance Corporation of India (now constituting 1354 of
Mar-03 the Banks expanded equity) Citicorp Banking Corporation Bahrain (holding 384) ChrysCapital I
Mar-03 LLC Mauritius (holding 384) and Karur Vysya Bank Ltd(constituting 100) The Bank also
Mar-03 Increases the authorised share capital of the Bank from Rs 230 crores to Rs 300 crores
Feb-03 Bank in a pioneering move launches the AT PAR Cheque facility free of cost for all its Savings Bank customers
Feb-03 Bank wins mandate to set up 14 ATMs at the Western Railway stations along the Mumbai division
Oct-02 Bank launches Corporate iConnect - the Internet Banking facility for Corporates
Aug-02 Bank signs MoU with BSNL regarding bill collection services across the country through both online and offline channels
Apr-02 Bank opens its 500th ATM
Mar-02 Deposits Cross Rs12 000 Crore
Jan-02 The Banks 100th branch opens at TuticorinTamilnadu
Jan-02 The Bank opens an ATM at the Gol Dak-Khana ie the New Delhi GPO making it the first instance of a commercial bank setting up an ATM at any post-office in the country
Dec-01 Total Advances cross Rs 5000 Crore
Nov-01 The deposit base for the Bank crosses Rs 10000 Crore
Sep-01 Private placement of 26 stake in the Bank to CDC Capital Partners UTI holding reduces to 4488
Aug-01 Bank signs MoU with India Post for introducing value added financial products and services to customers of both organizations including setting up of UTI Bank ATMs in post offices
July-01 Bank ties up with Govt of Andhra Pradesh for collection of commercial tax
Dec-00 Bank opens its 200th ATM It becomes the 2nd largest ATM network in the country a position held even today
Oct-00 Bank becomes fully networked
July-00 E-commerce initiatives announced
July-00 Financial Advisory Services offered beginning with marketing of US 64
Apr-00 UTI Bank calls off its proposed merger with Global Trust Bank and surges ahead on its own
Apr-00 Bank launches its Internet banking module iConnect Retail loans introduced for the first time by the Bank
Mar-00 Profits cross Rs 50 crore mark for the first time
Feb-00 Bank adopts Finacle software from Infosys for core banking
Jan-00 DrPJ Nayak takes over as Chairman and Managing Director from Shri Supriya Gupta
Sep-99 Cash management services (CMS) launched Co branded credit card launched
Mar-99 Deposits cross Rs3000 crores
Sep-98 UTI Bank goes public with a Rs 71 crore public issue Issue over-subscribed 12 times over 1 lakh retail investors UTI holding reduces to 6085
Jun-96 Crosses Rs1000 crore deposit mark
Mar-95 Completes first profitable year in operation
Apr-94 First branch of UTI Bank inaugurated at Ahmedabad by Dr Manmohan Singh Honble Finance Minister Government of India
Dec-93 UTI Bank comes into being
Dec-93 Registered office at Ahmedabad Head office at Mumbai
Challenges Ahead
(i) Improving profitability The most direct result of the banking reforms is increasing
competition and narrowing of spreads and its impact on the profitability of banks The
challenge for banks is how to manage with thinning margins while at the same time
working to improve productivity which remains low in relation to global standards This
is particularly important because with dilution in banksrsquo equity analysts and shareholders
now closely track their performance Thus with falling spreads rising provision for
NPAs and falling interest rates greater attention will need to be paid to reducing
transaction costs This will require tremendous efforts in the area of technology and for
banks to build capabilities to handle much bigger volumes
(ii) Reinforcing technology Technology has thus become a strategic and integral part of
banking driving banks to acquire and implement world class systems that enable them to
provide products and services in large volumes at a competitive cost with better risk
management practices The pressure to undertake extensive computerization is very real
as banks that adopt the latest in technology have an edge over others Customers have
become very demanding and banks have to deliver customized products through multiple
channels allowing customers access to the bank round the clock
(iii) Risk management The deregulated environment brings in its wake risks along with
profitable opportunities and technology plays a crucial role in managing these risks In
addition to being exposed to credit risk market risk and operational risk the business of
banks would be susceptible to country risk which will be heightened as controls on the
movement of capital are eased In this context banks are upgrading their credit
assessment and risk management skills and retraining staff developing a cadre of
specialists and introducing technology driven management information systems
(iv) Sharpening skills The far-reaching changes in the banking and financial sector
entail a fundamental shift in the set of skills required in banking To meet increased
competition and manage risks the demand for specialized banking functions using IT as
a competitive tool is set to go up Special skills in retail banking treasury risk
management foreign exchange development banking etc will need to be carefully
nurtured and built Thus the twin pillars of the banking sector ie human resources and
IT will have to be strengthened
(v) Greater customer orientation In todayrsquos competitive environment banks will have
to strive to attract and retain customers by introducing innovative products enhancing the
quality of customer service and marketing a variety of products through diverse channels
targeted at specific customer groups
(vi) Corporate governance Besides using their strengths and strategic initiatives for
creating shareholder value banks have to be conscious of their responsibilities towards
corporate governance Financial liberalization as the ownership of banks gets broad
based the importance of institutional and individual shareholders will increase In such a
scenario banks will need to put in place a code for corporate governance for benefiting
all stakeholders of a corporate entity
(vii) International standards Introducing internationally followed best practices and
observing universally acceptable standards and codes is necessary for strengthening the
domestic financial architecture This includes best practices in the area of corporate
governance along with full transparency in disclosures In todays globalize world
focusing on the observance of standards will help smooth integration with world financial
Chapter II
Objective amp Methodology
significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
Research Objectives
To find out the level of customer awareness about the name change in name from
UTI Bank to Axis Bank
To find out the source of customer awareness
To find out the perception before and after change of nameUTI Bank to Axis Bank
To measuring the level of awareness of customers after the branding of Axis Bank
To measure the Impact of Branding upon customers and their perception about the name
changed
Scope and Plan of the Study
This project will help me to understand the consumer awareness level of customers
regarding the name change from UTI Bank to Axis Bank
This project work will also be helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
The growth in the Indian Banking Industry has been more qualitative than quantitative
and it is expected to remain the same in the coming years Based on the projections made
in the India Vision 2020 prepared by the Planning Commission and the Draft 10th Plan
the report forecasts that the pace of expansion in the balance-sheets of banks is likely to
decelerate The total asset of all scheduled commercial banks by end-March 2010 is
estimated at Rs 4090000 crores That will comprise about 65 per cent of GDP at current
market prices as compared to 67 per cent in 2002-03 Bank assets are expected to grow at
an annual composite rate of 134 per cent during the rest of the decade as against the
growth rate of 167 per cent that existed between 1994-95 and 2002-03 It is expected that
there will be large additions to the capital base and reserves on the liability side
This project has future scope for me as I am working with Axis Bank This project helps
me to understand the consumer awareness level of customers regarding the name change
from UTI Bank to Axis Bank
This project work is also helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
Methodology
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
Chapter I
Introduction and Outline
About Axis Bank
Axis Bank was the first of the new private banks to have begun operations in 1994 after
the Government of India allowed new private banks to be established The Bank was
promoted jointly by the Administrator of the specified undertaking of the Unit Trust of
India (UTI - I) Life Insurance Corporation of India (LIC) and General Insurance
Corporation Ltd and other four PSU companies ie National Insurance Company Ltd
The New India Assurance Company The Oriental Insurance Corporation and United
Insurance Company Ltd
The Bank today is capitalized to the extent of Rs 35651 crore with the public holding
(other than promoters) at 5672
The Banks Registered Office is at Ahmedabad and its Central Office is located at
Mumbai Presently the Bank has a very wide network of more than 596 branch offices
and Extension Counters The Bank has a network of over 2502 ATMs providing 24 hrs a
day banking convenience to its customers This is one of the largest ATM networks in the
country
5
UTI Bank is the first of the new private banks to have begun operations in 1994 after the
Government of India allowed new private banks to be established The Bank has
strengths in both retail and corporate banking and is committed to adopting the best
industry practices internationally in order to achieve excellence It has the second largest
customer database especially in Delhi and NCR region
The Bank recently changed its name from UTI Bank Ltd to Axis Bank Ltd The name
change affects a lot in consumerrsquos perception of this brand As an employee of this
company I want to measure the level of awareness which has been created among the
customers after the name changed
Current Scenario
The industry is currently in a transition phase On the one hand the PSBs which are the
mainstay of the Indian Banking system are in the process of shedding their flab in terms
of excessive manpower excessive non Performing Assets (NPAs) and excessive
governmental equity while on the other hand the private sector banks are consolidating
themselves through mergers and acquisitions
Public Sector Banks which currently account for more than 78 percent of total banking
industry assets are saddled with Non Performing Assets (a mind-boggling Rs 830 billion
in 2000) falling revenues from traditional sources lack of modern technology and a
massive workforce while the new private sector banks are forging ahead and rewriting
the traditional banking business model by way of their sheer innovation and service The
6
Public Sector Banks are of course currently working out challenging strategies even as 20
percent of their massive employee strength has dwindled in the wake of the successful
Voluntary Retirement Schemes (VRS) schemes
The private players however cannot match the Public Sector Bankrsquos great reach great
size and access to low cost deposits Therefore one of the means for them to combat the
PSBs has been through the merger and acquisition route Over the last two years the
industry has witnessed several such instances
Private sector Banks have pioneered internet banking phone banking anywhere banking
mobile banking debit cards Automatic Teller Machines (ATMs) and combined various
other services and integrated them into the mainstream banking arena while the Public
Sector Banks are still grappling with disgruntled employees in the aftermath of successful
VRS schemes Also following Indiarsquos commitment to the WTO agreement in respect of
the services sector foreign banks including both new and the existing ones have been
permitted to open up to 12 branches a year with effect from 1998-99 as against the earlier
stipulation of 8 branches
Government diluting their equity from 51 percent to 33 percent in November 2000 has
also opened up a new opportunity for the takeover of even the Public Sector Banks The
FDI rules being more rationalized in Q1FY02 may also pave the way for foreign banks
taking the Merger amp Acquisition route to acquire willing Indian partners
7
The economic and corporate sector slowdown has led to an increasing number of banks
focusing on the retail segment Many of them are also entering the new vistas of
Insurance Banks with their phenomenal reach and a regular interface with the retail
investor are the best placed to enter into the insurance sector Banks in India have been
allowed to provide fee-based insurance services without risk participation invest in an
insurance company for providing infrastructure and services support and set up of a
separate joint-venture insurance company with risk participation
AXIS BANK ANNOUNCES Q1FY10 NET PROFIT OF Rs56204 CRORES UP 7024 YOY
Axis Bank has announced its unaudited results for the first quarter of FY 2009-10 following
the approval of its Board of Directors in a meeting held in Mumbai on 13th July 2009 The
Net Profit of the Bank for the first quarter was Rs 56204 crores growing by 7024 over
the Net Profit of Rs 33014 crores during the first quarter of the previous year The Bankrsquos
balance sheet has grown by 2418 yoy to Rs 141142 crores as at the end of June 2009
from Rs 113660 crores as at end June 2008 Demand deposits have grown 2462 yoy and
constituted 40 of the total deposits with Savings Bank deposits growing 32 yoy and
Current Account deposits growing 16 yoy On a daily average basis demand deposits grew
by 2475 yoy and constituted 37 of the total deposits during Q1 FY10 as against 35 in
Q4 FY09 and
8
Results at a Glance
bull Net Profit rose to Rs 56204 crores during Q1FY10 from Rs 33014 crores in Q1FY09 registeringa growth of 7024 yoy
bull Balance Sheet Size increased 2418 yoy from Rs 113660 crores
at the end of Q1FY09 to Rs141142 crores at the end of Q1FY10
bull Demand Deposits rose 2462 yoy from Rs 35449 crores at the
end of Q1FY09 to Rs 44176crores at the end of Q1FY10 On a daily
average basis demand deposits grew by 2475 toRs 39739 crores
in Q1 FY10 from Rs 31854 crores in Q1 FY09
bull The Bank is well capitalised with a Capital Adequacy Ratio of
1528 at the end of Q1 FY10compared to 1325 at the end of
Q1FY09 and 1369 at the end of FY2009 The Tier - Icapital was
39 at the end of the quarter against 993 at the end of June
2008 and 926at the end of FY2009
38 in Q1 FY09 The Bankrsquos Capital Adequacy Ratio was 1528 as at end June 2009 as
compared to 1325 as at end June 2008 and a Tier-I ratio of 939 as compared to 993
as at end June 2008 The diluted quarterly EPS at Rs 1550 was 7165 higher than the EPS
of Rs 903 in the first quarter of the previous year
9
FINANCIAL HIGHLIGHTS
bull Net Interest Income (NII) and Net Interest Margins (NIM)
The Bank continued to build a wide presence through its 861 Branches amp Extension Counters
and 3723 ATMs across 534 cities and towns During the quarter the Bank added 26
Branches amp Extension Counters and 128 ATMs The daily average balances of Savings Bank
deposits during the quarter grew 33 yoy and those of Current Accounts grew 15 yoy ]
Demand deposits constituted 37 of the total daily average deposits during Q1 FY10 at
nearly the same level (38) as in Q1 FY09 and higher than the level of 35 in Q4FY20 As
a result the Bank posted a Net Interest Margin of 334 marginally lower than the NIM of
337 in Q4FY09 and 335 for Q1FY09
The Bankrsquos advances grew by 28 from Rs 61160 crores as at end June 2008 to Rs 78105
crores as at end June 2009 while investments rose to Rs 46328 crores from Rs 35718
crores a growth of 30 yoy The Net Interest Income rose to Rs 1046 crores in Q1FY10
from Rs 810 crores in Q1FY09 a growth of 29 yoy
bull Fee income
Fee Income registered a growth of 17 yoy rising to Rs 62663 crores in Q1FY10
compared to Rs 53727 crores in Q1FY09 with contributions from all major businesses
in the Bank Fee income from Treasury grew at 55 yoy followed by that from Retail
10
Banking (21 yoy) Business Banking (19 yoy) Large amp Mid Corporate Credit (15
yoy) and SME amp Agri lending businesses (8 yoy)
bull Trading Profits
The Bank generated Rs 32607 crores of Trading Profits in Q1FY10 as compared to Rs
5731 crores in Q1FY09 a growth of 46896 yoy The share of Trading Profits to the
Operating Revenue increased from 399 in Q1FY09 to 1627 in Q1FY10
bull NPAs and restructured loans
Net NPAs as a proportion of Net Customer Assets increased to 041 as at the end of June
2009 compared to 035 as at end March 2009 and was below the level of 047 as at end
June 2008 Gross NPAs as a proportion of Gross Customer Assets were at 101 at end June
2009 compared to 096 as at end March 2009 and 092 as at end June 2008 The Bank
had a provision coverage of 8588 at the end of June 2009 (as a proportion of Gross NPAs
together with accumulated write-offs) If the
accumulated write-offs are excluded provisions held as a proportion of Gross NPAs would
constitute 5989 as at end June 2009
The Bank has restructured loans aggregating Rs 99595 crores during the quarter of which
Rs 18286 crores were restructured under the CDR mechanism Of the total loans
restructured during the quarter loans aggregating Rs 10171 crores were restructured for a
second time in terms of the Reserve Bank of India dispensation The cumulative value of
assets restructured upto 30th June 2009 was Rs 252010 crores constituting 277 of gross
customer assets The diminution in fair value against the restructured loans during the quarter
was Rs 34 crores and has been provided for
11
The segment-wise break-up of the restructured loans for loans restructured in the quarter is
as follows
LargeMid-Corporate 71SME 19Capital Market 4Agriculture 6
The sector-wise breakup of loans restructured during the quarter is as follows
Oil amp Gas 48Textiles 17Real Estate 6Steel 5Others 24
bull Investment Portfolio
The book value of the Bankrsquos investment portfolio as at end June 2009 was Rs 46328
crores of which Rs 26859 crores was in government securities while Rs 19469 crores
was in other investments including corporate bonds equities preference shares mutual
funds etc 91 of the government securities have been classified in the HTM category
while 99 of the corporate bond portfolio has been classified in the HFT and AFS
categories The distribution of the investment portfolio in the three categories as well as
the modified duration in each category was as follows
Category Percentage Duration
HFT 064 57 years
12
AFS 4186 35 years
HTM 5750 56 years
BUSINESS OVERVIEW
bull Cash Management Services
Under Cash Management Services the Bank handled a cash remittance throughput of Rs
255759 crores in Q1FY10 as compared to a throughput of Rs 360318 crores in
Q4FY09 and higher than the throughput of Rs 240102 crores during Q1FY09 The
number of CMS clients has grown to 5089 as at end June 2009
bull Placement Syndication and Project Advisory
The Bank maintained its No1 rank as Debt Arranger as assessed by Prime Database for
the year ended March 2009 Further in the Bloomberg league table for lsquoIndia Domestic
Bondsrsquo the Bank has been ranked No1 for the quarter ended June 2009 The Bank was
the arranger of debt aggregating Rs 14630 crores during Q1FY10 as compared to Rs
27206 crores during Q4FY09 and substantially higher than Rs 7649 crores in Q1FY09
a growth of 91 yoy The Bank continues to strengthen its focus on project advisory
services
bull Retail Business
The number of Savings Bank accounts grew from 6523 lakhs as at end June 2008 to
7541 lakhs as at end June 2009
1048707Retail Asset Products Retail advances grew from Rs 14638 crores as at end
June 2008 to Rs 16780 crores as at end June 2009 a growth of 15 yoy Retail
13
Advances accounted for 21 of the total Advances of the Bank as at the end of June
2009 The Bank has set up 64 Retail Asset Centres (RACs) for focussed retail
lending
1048707Card products The Banks International Debit Card issuance has risen to 124
lakh debit cards as at end June 2009 as compared to 95 lakh cards as at end June
2008 The Bank had over 543000 Credit Cards in force as at end June 2009 The
Bank has an installed base of over 123000 Electronic Data Capture (EDC) machines
as at end June 2009
1048707Wealth Advisory Services and Third Party Products The Bank offers Wealth
Advisory Services and Mohur - Gold Coins and bars - through its select branches and
Personal Investment Products including Mutual Funds Life Insurance products in
association with Metlife India General Insurance products in association with Bajaj
Allianz Insurance and Online trading accounts in association with Geojit Securities
bull International Business
The Bank has five international offices ndash branches at Singapore Hong Kong and Dubai
(at the DIFC) and Representative Offices in Shanghai and Dubai - with focus on
corporate lending trade finance syndication investment banking risk management and
liability businesses The total assets under
14
overseas operations amounted to US$ 218 billion as at end June 2009 as compared to
US$ 180 billion as at end June 2008 a growth of 21 yoy
bull Capital amp Net Worth
The Net Worth of the Bank was Rs 10282 crores as at end June 2009 as compared to Rs
8742 crores as at end June 2008 a growth of 18 yoy The Capital Adequacy Ratio for
the Bank was 1528 as at end June 2009 as compared to 1325 as at end June 2008
The Tier - I capital amounted to 939 as at end June 2009 as against 993 as at end
June 2008
Milestones
Mar-08 Axis Bank launches Platinum Credit Card Indias first EMV chip based card
Dec-07 Axis Bank gets AAA National Long-Term Rating from Fitch Ratings
Sept-07 Axis Bank ties up with Banque Priveacutee Edmond de Rothschild Europe for Wealth Management
July-07 UTI Bank re-brands itself as Axis Bank
July-07 UTI Bank successfully raises USD 1050 million-
July-07 UTI Bank ties up with Tata Motors Ltd for Car Loans
June-07 UTI Banks expansion into Asia supported by FRS
May-07 UTI Bank launches Spice Rewards on the bankcards - Indias first-ever merchant-supported rewards program
April-07 UTI Bank opens a Financial Services Category I Branch in the DIFC in Dubai
Mar-07 UTI Bank ties up with Hyundai Motor India Ltd for Car Loans
Mar-07 UTI Bank ties up with IIFCL to provide finance for infrastructural projects in the country
Mar-07 UTI Bank launches Car Loans in association with Maruti Udyog Ltd
Mar-07 UTI Bank opens a Full Licence Bank Branch in Hong Kong
Feb-07 Finance Minister Shri P Chidambaram Launches Shriram - UTI Bank Co - Branded Credit Card
Exclusively For Small Road Transport Operators (SRTOS)
Feb-07 UTI Bank announces the launch of its Meal Card
Feb-07 UTI Bank announces the launch of its Gift Card
Feb-07 LIC Premium payment now through UTI Bank Branches
Jan-07 UTI bank opens Priority Banking branch in Mumbai and Kolkata
Nov-06 UTI Bank opens Priority Banking Lounge in Pune
Sep-06 UTI Bank launches operations of UBL Sales its Sales Subsidiary - Inaugurates its first office in Bangalore
Aug-06 UTI Bank announces the launch of its Credit Card Business
Aug-06 UTI Bank becomes the first Indian Bank to successfully issue Foreign Currency Hybrid Capital in the International Market
Aug-06 UTI Bank Business Gold Debit Card MasterCard Launched - Designed for business related spending by SMEs and self employed professionals
Aug-06 UTI Bank announces the scheme of issuance of Senior Citizen ID Card in association with Dignity Foundation
Aug-06 UTI Bank rolls out its 2000th ATM
July-06 UTI Bank opens Representative Office in Shanghai
May-06 UTI Bank and LIC join hands to launch an Annuity Card for group pensioners of LIC
May-06 UTI Bank ties up with Geojit Financial Services to offer Online Trading service to its customers
Apr-06 UTI Bank opens its first international branch in Singapore
Jan-06 UTI Bank and UTI Mutual Fund to launch a new service for sale and redemption of mutual fund schemes through the Banks ATMs across the country
Dec-05 UTI Bank wins International Financing Review (IFR) Asia India Bond House award for the year 2005
Oct-05 UTI Bank extends banking services to the rural milk producers in Anand and Kheda districts in Gujarat
July-05 UTI Bank and Visa International launch Mobile Refill facility - Anytime Anywhere Pre-Paid Mobile Refill for all Visa Cardholders in India
May-05 UTI Bank and Bajaj Allianz join hands to distribute general insurance products
Apr-05 UTI Bank launches Smart Privilege - a special bank account designed for women
Mar-05 MTNL ties up with UTI Bank for payment of telephone bills through the Banks ATM network
Mar-05 UTI Bank gets listed on the London Stock Exchange raises US$ 23930 million through Global
Mar-05 Depositary Receipts (GDRs)
Feb-05 UTI Bank appointed by Government of Karnataka as the sole banker for the Bangalore One (B1) project
Feb-05 UTI Bank launches a powerful version of Kisan Credit Card
Jan-05 UTI Bank ties up with Remit2India to launch the Remittance Card
Mar-04 UTI Bank enables premium payment of LIC policies through its ATMs
Feb-04 Bilateral arrangement between State Bank of India (and its 7 associate member banks) and UTI Bank comes into force with the commencement of operations (as on 3rd February 04) of the combined network of over 4000 ATMs
Feb-04 UTI Bank (by pursuing a proactive strategy of forging bilateral agreements and being a progressive player in the multi-lateral consortiums for shared ATM network) offers its customers access to over 7000 ATMs across the country - the largest to be offered by any bank in India so far
Dec-03 Bank inaugurated its ATM at Thegu near the Nathula Pass in Sikkim This ATM is at the highest altitude in India
Sep-03 The Banks ATMs across the country crosses the thousand mark
Sep-03 Bank launches the Travel Currency Card
Aug-03 The Banks Debit Card crosses the one million mark
Aug-03 Total Advances cross Rs 7000 Crore
May-03 Bank declares a net profit of Rs 19218 crores for FY03 a growth of 43 over the previous year
Mar-03 Bank signs Agreement with Employees Provident Fund Organization (EPFO) for disbursement of Pension
Mar-03 Bank crosses the 800 ATM mark
Mar-03 The Bank issues 38362834 fully paid up equity shares totaling to Rs 16400 crores through a
Mar-03 Preferential offer to Life Insurance Corporation of India (now constituting 1354 of
Mar-03 the Banks expanded equity) Citicorp Banking Corporation Bahrain (holding 384) ChrysCapital I
Mar-03 LLC Mauritius (holding 384) and Karur Vysya Bank Ltd(constituting 100) The Bank also
Mar-03 Increases the authorised share capital of the Bank from Rs 230 crores to Rs 300 crores
Feb-03 Bank in a pioneering move launches the AT PAR Cheque facility free of cost for all its Savings Bank customers
Feb-03 Bank wins mandate to set up 14 ATMs at the Western Railway stations along the Mumbai division
Oct-02 Bank launches Corporate iConnect - the Internet Banking facility for Corporates
Aug-02 Bank signs MoU with BSNL regarding bill collection services across the country through both online and offline channels
Apr-02 Bank opens its 500th ATM
Mar-02 Deposits Cross Rs12 000 Crore
Jan-02 The Banks 100th branch opens at TuticorinTamilnadu
Jan-02 The Bank opens an ATM at the Gol Dak-Khana ie the New Delhi GPO making it the first instance of a commercial bank setting up an ATM at any post-office in the country
Dec-01 Total Advances cross Rs 5000 Crore
Nov-01 The deposit base for the Bank crosses Rs 10000 Crore
Sep-01 Private placement of 26 stake in the Bank to CDC Capital Partners UTI holding reduces to 4488
Aug-01 Bank signs MoU with India Post for introducing value added financial products and services to customers of both organizations including setting up of UTI Bank ATMs in post offices
July-01 Bank ties up with Govt of Andhra Pradesh for collection of commercial tax
Dec-00 Bank opens its 200th ATM It becomes the 2nd largest ATM network in the country a position held even today
Oct-00 Bank becomes fully networked
July-00 E-commerce initiatives announced
July-00 Financial Advisory Services offered beginning with marketing of US 64
Apr-00 UTI Bank calls off its proposed merger with Global Trust Bank and surges ahead on its own
Apr-00 Bank launches its Internet banking module iConnect Retail loans introduced for the first time by the Bank
Mar-00 Profits cross Rs 50 crore mark for the first time
Feb-00 Bank adopts Finacle software from Infosys for core banking
Jan-00 DrPJ Nayak takes over as Chairman and Managing Director from Shri Supriya Gupta
Sep-99 Cash management services (CMS) launched Co branded credit card launched
Mar-99 Deposits cross Rs3000 crores
Sep-98 UTI Bank goes public with a Rs 71 crore public issue Issue over-subscribed 12 times over 1 lakh retail investors UTI holding reduces to 6085
Jun-96 Crosses Rs1000 crore deposit mark
Mar-95 Completes first profitable year in operation
Apr-94 First branch of UTI Bank inaugurated at Ahmedabad by Dr Manmohan Singh Honble Finance Minister Government of India
Dec-93 UTI Bank comes into being
Dec-93 Registered office at Ahmedabad Head office at Mumbai
Challenges Ahead
(i) Improving profitability The most direct result of the banking reforms is increasing
competition and narrowing of spreads and its impact on the profitability of banks The
challenge for banks is how to manage with thinning margins while at the same time
working to improve productivity which remains low in relation to global standards This
is particularly important because with dilution in banksrsquo equity analysts and shareholders
now closely track their performance Thus with falling spreads rising provision for
NPAs and falling interest rates greater attention will need to be paid to reducing
transaction costs This will require tremendous efforts in the area of technology and for
banks to build capabilities to handle much bigger volumes
(ii) Reinforcing technology Technology has thus become a strategic and integral part of
banking driving banks to acquire and implement world class systems that enable them to
provide products and services in large volumes at a competitive cost with better risk
management practices The pressure to undertake extensive computerization is very real
as banks that adopt the latest in technology have an edge over others Customers have
become very demanding and banks have to deliver customized products through multiple
channels allowing customers access to the bank round the clock
(iii) Risk management The deregulated environment brings in its wake risks along with
profitable opportunities and technology plays a crucial role in managing these risks In
addition to being exposed to credit risk market risk and operational risk the business of
banks would be susceptible to country risk which will be heightened as controls on the
movement of capital are eased In this context banks are upgrading their credit
assessment and risk management skills and retraining staff developing a cadre of
specialists and introducing technology driven management information systems
(iv) Sharpening skills The far-reaching changes in the banking and financial sector
entail a fundamental shift in the set of skills required in banking To meet increased
competition and manage risks the demand for specialized banking functions using IT as
a competitive tool is set to go up Special skills in retail banking treasury risk
management foreign exchange development banking etc will need to be carefully
nurtured and built Thus the twin pillars of the banking sector ie human resources and
IT will have to be strengthened
(v) Greater customer orientation In todayrsquos competitive environment banks will have
to strive to attract and retain customers by introducing innovative products enhancing the
quality of customer service and marketing a variety of products through diverse channels
targeted at specific customer groups
(vi) Corporate governance Besides using their strengths and strategic initiatives for
creating shareholder value banks have to be conscious of their responsibilities towards
corporate governance Financial liberalization as the ownership of banks gets broad
based the importance of institutional and individual shareholders will increase In such a
scenario banks will need to put in place a code for corporate governance for benefiting
all stakeholders of a corporate entity
(vii) International standards Introducing internationally followed best practices and
observing universally acceptable standards and codes is necessary for strengthening the
domestic financial architecture This includes best practices in the area of corporate
governance along with full transparency in disclosures In todays globalize world
focusing on the observance of standards will help smooth integration with world financial
Chapter II
Objective amp Methodology
significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
Research Objectives
To find out the level of customer awareness about the name change in name from
UTI Bank to Axis Bank
To find out the source of customer awareness
To find out the perception before and after change of nameUTI Bank to Axis Bank
To measuring the level of awareness of customers after the branding of Axis Bank
To measure the Impact of Branding upon customers and their perception about the name
changed
Scope and Plan of the Study
This project will help me to understand the consumer awareness level of customers
regarding the name change from UTI Bank to Axis Bank
This project work will also be helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
The growth in the Indian Banking Industry has been more qualitative than quantitative
and it is expected to remain the same in the coming years Based on the projections made
in the India Vision 2020 prepared by the Planning Commission and the Draft 10th Plan
the report forecasts that the pace of expansion in the balance-sheets of banks is likely to
decelerate The total asset of all scheduled commercial banks by end-March 2010 is
estimated at Rs 4090000 crores That will comprise about 65 per cent of GDP at current
market prices as compared to 67 per cent in 2002-03 Bank assets are expected to grow at
an annual composite rate of 134 per cent during the rest of the decade as against the
growth rate of 167 per cent that existed between 1994-95 and 2002-03 It is expected that
there will be large additions to the capital base and reserves on the liability side
This project has future scope for me as I am working with Axis Bank This project helps
me to understand the consumer awareness level of customers regarding the name change
from UTI Bank to Axis Bank
This project work is also helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
Methodology
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
UTI Bank is the first of the new private banks to have begun operations in 1994 after the
Government of India allowed new private banks to be established The Bank has
strengths in both retail and corporate banking and is committed to adopting the best
industry practices internationally in order to achieve excellence It has the second largest
customer database especially in Delhi and NCR region
The Bank recently changed its name from UTI Bank Ltd to Axis Bank Ltd The name
change affects a lot in consumerrsquos perception of this brand As an employee of this
company I want to measure the level of awareness which has been created among the
customers after the name changed
Current Scenario
The industry is currently in a transition phase On the one hand the PSBs which are the
mainstay of the Indian Banking system are in the process of shedding their flab in terms
of excessive manpower excessive non Performing Assets (NPAs) and excessive
governmental equity while on the other hand the private sector banks are consolidating
themselves through mergers and acquisitions
Public Sector Banks which currently account for more than 78 percent of total banking
industry assets are saddled with Non Performing Assets (a mind-boggling Rs 830 billion
in 2000) falling revenues from traditional sources lack of modern technology and a
massive workforce while the new private sector banks are forging ahead and rewriting
the traditional banking business model by way of their sheer innovation and service The
6
Public Sector Banks are of course currently working out challenging strategies even as 20
percent of their massive employee strength has dwindled in the wake of the successful
Voluntary Retirement Schemes (VRS) schemes
The private players however cannot match the Public Sector Bankrsquos great reach great
size and access to low cost deposits Therefore one of the means for them to combat the
PSBs has been through the merger and acquisition route Over the last two years the
industry has witnessed several such instances
Private sector Banks have pioneered internet banking phone banking anywhere banking
mobile banking debit cards Automatic Teller Machines (ATMs) and combined various
other services and integrated them into the mainstream banking arena while the Public
Sector Banks are still grappling with disgruntled employees in the aftermath of successful
VRS schemes Also following Indiarsquos commitment to the WTO agreement in respect of
the services sector foreign banks including both new and the existing ones have been
permitted to open up to 12 branches a year with effect from 1998-99 as against the earlier
stipulation of 8 branches
Government diluting their equity from 51 percent to 33 percent in November 2000 has
also opened up a new opportunity for the takeover of even the Public Sector Banks The
FDI rules being more rationalized in Q1FY02 may also pave the way for foreign banks
taking the Merger amp Acquisition route to acquire willing Indian partners
7
The economic and corporate sector slowdown has led to an increasing number of banks
focusing on the retail segment Many of them are also entering the new vistas of
Insurance Banks with their phenomenal reach and a regular interface with the retail
investor are the best placed to enter into the insurance sector Banks in India have been
allowed to provide fee-based insurance services without risk participation invest in an
insurance company for providing infrastructure and services support and set up of a
separate joint-venture insurance company with risk participation
AXIS BANK ANNOUNCES Q1FY10 NET PROFIT OF Rs56204 CRORES UP 7024 YOY
Axis Bank has announced its unaudited results for the first quarter of FY 2009-10 following
the approval of its Board of Directors in a meeting held in Mumbai on 13th July 2009 The
Net Profit of the Bank for the first quarter was Rs 56204 crores growing by 7024 over
the Net Profit of Rs 33014 crores during the first quarter of the previous year The Bankrsquos
balance sheet has grown by 2418 yoy to Rs 141142 crores as at the end of June 2009
from Rs 113660 crores as at end June 2008 Demand deposits have grown 2462 yoy and
constituted 40 of the total deposits with Savings Bank deposits growing 32 yoy and
Current Account deposits growing 16 yoy On a daily average basis demand deposits grew
by 2475 yoy and constituted 37 of the total deposits during Q1 FY10 as against 35 in
Q4 FY09 and
8
Results at a Glance
bull Net Profit rose to Rs 56204 crores during Q1FY10 from Rs 33014 crores in Q1FY09 registeringa growth of 7024 yoy
bull Balance Sheet Size increased 2418 yoy from Rs 113660 crores
at the end of Q1FY09 to Rs141142 crores at the end of Q1FY10
bull Demand Deposits rose 2462 yoy from Rs 35449 crores at the
end of Q1FY09 to Rs 44176crores at the end of Q1FY10 On a daily
average basis demand deposits grew by 2475 toRs 39739 crores
in Q1 FY10 from Rs 31854 crores in Q1 FY09
bull The Bank is well capitalised with a Capital Adequacy Ratio of
1528 at the end of Q1 FY10compared to 1325 at the end of
Q1FY09 and 1369 at the end of FY2009 The Tier - Icapital was
39 at the end of the quarter against 993 at the end of June
2008 and 926at the end of FY2009
38 in Q1 FY09 The Bankrsquos Capital Adequacy Ratio was 1528 as at end June 2009 as
compared to 1325 as at end June 2008 and a Tier-I ratio of 939 as compared to 993
as at end June 2008 The diluted quarterly EPS at Rs 1550 was 7165 higher than the EPS
of Rs 903 in the first quarter of the previous year
9
FINANCIAL HIGHLIGHTS
bull Net Interest Income (NII) and Net Interest Margins (NIM)
The Bank continued to build a wide presence through its 861 Branches amp Extension Counters
and 3723 ATMs across 534 cities and towns During the quarter the Bank added 26
Branches amp Extension Counters and 128 ATMs The daily average balances of Savings Bank
deposits during the quarter grew 33 yoy and those of Current Accounts grew 15 yoy ]
Demand deposits constituted 37 of the total daily average deposits during Q1 FY10 at
nearly the same level (38) as in Q1 FY09 and higher than the level of 35 in Q4FY20 As
a result the Bank posted a Net Interest Margin of 334 marginally lower than the NIM of
337 in Q4FY09 and 335 for Q1FY09
The Bankrsquos advances grew by 28 from Rs 61160 crores as at end June 2008 to Rs 78105
crores as at end June 2009 while investments rose to Rs 46328 crores from Rs 35718
crores a growth of 30 yoy The Net Interest Income rose to Rs 1046 crores in Q1FY10
from Rs 810 crores in Q1FY09 a growth of 29 yoy
bull Fee income
Fee Income registered a growth of 17 yoy rising to Rs 62663 crores in Q1FY10
compared to Rs 53727 crores in Q1FY09 with contributions from all major businesses
in the Bank Fee income from Treasury grew at 55 yoy followed by that from Retail
10
Banking (21 yoy) Business Banking (19 yoy) Large amp Mid Corporate Credit (15
yoy) and SME amp Agri lending businesses (8 yoy)
bull Trading Profits
The Bank generated Rs 32607 crores of Trading Profits in Q1FY10 as compared to Rs
5731 crores in Q1FY09 a growth of 46896 yoy The share of Trading Profits to the
Operating Revenue increased from 399 in Q1FY09 to 1627 in Q1FY10
bull NPAs and restructured loans
Net NPAs as a proportion of Net Customer Assets increased to 041 as at the end of June
2009 compared to 035 as at end March 2009 and was below the level of 047 as at end
June 2008 Gross NPAs as a proportion of Gross Customer Assets were at 101 at end June
2009 compared to 096 as at end March 2009 and 092 as at end June 2008 The Bank
had a provision coverage of 8588 at the end of June 2009 (as a proportion of Gross NPAs
together with accumulated write-offs) If the
accumulated write-offs are excluded provisions held as a proportion of Gross NPAs would
constitute 5989 as at end June 2009
The Bank has restructured loans aggregating Rs 99595 crores during the quarter of which
Rs 18286 crores were restructured under the CDR mechanism Of the total loans
restructured during the quarter loans aggregating Rs 10171 crores were restructured for a
second time in terms of the Reserve Bank of India dispensation The cumulative value of
assets restructured upto 30th June 2009 was Rs 252010 crores constituting 277 of gross
customer assets The diminution in fair value against the restructured loans during the quarter
was Rs 34 crores and has been provided for
11
The segment-wise break-up of the restructured loans for loans restructured in the quarter is
as follows
LargeMid-Corporate 71SME 19Capital Market 4Agriculture 6
The sector-wise breakup of loans restructured during the quarter is as follows
Oil amp Gas 48Textiles 17Real Estate 6Steel 5Others 24
bull Investment Portfolio
The book value of the Bankrsquos investment portfolio as at end June 2009 was Rs 46328
crores of which Rs 26859 crores was in government securities while Rs 19469 crores
was in other investments including corporate bonds equities preference shares mutual
funds etc 91 of the government securities have been classified in the HTM category
while 99 of the corporate bond portfolio has been classified in the HFT and AFS
categories The distribution of the investment portfolio in the three categories as well as
the modified duration in each category was as follows
Category Percentage Duration
HFT 064 57 years
12
AFS 4186 35 years
HTM 5750 56 years
BUSINESS OVERVIEW
bull Cash Management Services
Under Cash Management Services the Bank handled a cash remittance throughput of Rs
255759 crores in Q1FY10 as compared to a throughput of Rs 360318 crores in
Q4FY09 and higher than the throughput of Rs 240102 crores during Q1FY09 The
number of CMS clients has grown to 5089 as at end June 2009
bull Placement Syndication and Project Advisory
The Bank maintained its No1 rank as Debt Arranger as assessed by Prime Database for
the year ended March 2009 Further in the Bloomberg league table for lsquoIndia Domestic
Bondsrsquo the Bank has been ranked No1 for the quarter ended June 2009 The Bank was
the arranger of debt aggregating Rs 14630 crores during Q1FY10 as compared to Rs
27206 crores during Q4FY09 and substantially higher than Rs 7649 crores in Q1FY09
a growth of 91 yoy The Bank continues to strengthen its focus on project advisory
services
bull Retail Business
The number of Savings Bank accounts grew from 6523 lakhs as at end June 2008 to
7541 lakhs as at end June 2009
1048707Retail Asset Products Retail advances grew from Rs 14638 crores as at end
June 2008 to Rs 16780 crores as at end June 2009 a growth of 15 yoy Retail
13
Advances accounted for 21 of the total Advances of the Bank as at the end of June
2009 The Bank has set up 64 Retail Asset Centres (RACs) for focussed retail
lending
1048707Card products The Banks International Debit Card issuance has risen to 124
lakh debit cards as at end June 2009 as compared to 95 lakh cards as at end June
2008 The Bank had over 543000 Credit Cards in force as at end June 2009 The
Bank has an installed base of over 123000 Electronic Data Capture (EDC) machines
as at end June 2009
1048707Wealth Advisory Services and Third Party Products The Bank offers Wealth
Advisory Services and Mohur - Gold Coins and bars - through its select branches and
Personal Investment Products including Mutual Funds Life Insurance products in
association with Metlife India General Insurance products in association with Bajaj
Allianz Insurance and Online trading accounts in association with Geojit Securities
bull International Business
The Bank has five international offices ndash branches at Singapore Hong Kong and Dubai
(at the DIFC) and Representative Offices in Shanghai and Dubai - with focus on
corporate lending trade finance syndication investment banking risk management and
liability businesses The total assets under
14
overseas operations amounted to US$ 218 billion as at end June 2009 as compared to
US$ 180 billion as at end June 2008 a growth of 21 yoy
bull Capital amp Net Worth
The Net Worth of the Bank was Rs 10282 crores as at end June 2009 as compared to Rs
8742 crores as at end June 2008 a growth of 18 yoy The Capital Adequacy Ratio for
the Bank was 1528 as at end June 2009 as compared to 1325 as at end June 2008
The Tier - I capital amounted to 939 as at end June 2009 as against 993 as at end
June 2008
Milestones
Mar-08 Axis Bank launches Platinum Credit Card Indias first EMV chip based card
Dec-07 Axis Bank gets AAA National Long-Term Rating from Fitch Ratings
Sept-07 Axis Bank ties up with Banque Priveacutee Edmond de Rothschild Europe for Wealth Management
July-07 UTI Bank re-brands itself as Axis Bank
July-07 UTI Bank successfully raises USD 1050 million-
July-07 UTI Bank ties up with Tata Motors Ltd for Car Loans
June-07 UTI Banks expansion into Asia supported by FRS
May-07 UTI Bank launches Spice Rewards on the bankcards - Indias first-ever merchant-supported rewards program
April-07 UTI Bank opens a Financial Services Category I Branch in the DIFC in Dubai
Mar-07 UTI Bank ties up with Hyundai Motor India Ltd for Car Loans
Mar-07 UTI Bank ties up with IIFCL to provide finance for infrastructural projects in the country
Mar-07 UTI Bank launches Car Loans in association with Maruti Udyog Ltd
Mar-07 UTI Bank opens a Full Licence Bank Branch in Hong Kong
Feb-07 Finance Minister Shri P Chidambaram Launches Shriram - UTI Bank Co - Branded Credit Card
Exclusively For Small Road Transport Operators (SRTOS)
Feb-07 UTI Bank announces the launch of its Meal Card
Feb-07 UTI Bank announces the launch of its Gift Card
Feb-07 LIC Premium payment now through UTI Bank Branches
Jan-07 UTI bank opens Priority Banking branch in Mumbai and Kolkata
Nov-06 UTI Bank opens Priority Banking Lounge in Pune
Sep-06 UTI Bank launches operations of UBL Sales its Sales Subsidiary - Inaugurates its first office in Bangalore
Aug-06 UTI Bank announces the launch of its Credit Card Business
Aug-06 UTI Bank becomes the first Indian Bank to successfully issue Foreign Currency Hybrid Capital in the International Market
Aug-06 UTI Bank Business Gold Debit Card MasterCard Launched - Designed for business related spending by SMEs and self employed professionals
Aug-06 UTI Bank announces the scheme of issuance of Senior Citizen ID Card in association with Dignity Foundation
Aug-06 UTI Bank rolls out its 2000th ATM
July-06 UTI Bank opens Representative Office in Shanghai
May-06 UTI Bank and LIC join hands to launch an Annuity Card for group pensioners of LIC
May-06 UTI Bank ties up with Geojit Financial Services to offer Online Trading service to its customers
Apr-06 UTI Bank opens its first international branch in Singapore
Jan-06 UTI Bank and UTI Mutual Fund to launch a new service for sale and redemption of mutual fund schemes through the Banks ATMs across the country
Dec-05 UTI Bank wins International Financing Review (IFR) Asia India Bond House award for the year 2005
Oct-05 UTI Bank extends banking services to the rural milk producers in Anand and Kheda districts in Gujarat
July-05 UTI Bank and Visa International launch Mobile Refill facility - Anytime Anywhere Pre-Paid Mobile Refill for all Visa Cardholders in India
May-05 UTI Bank and Bajaj Allianz join hands to distribute general insurance products
Apr-05 UTI Bank launches Smart Privilege - a special bank account designed for women
Mar-05 MTNL ties up with UTI Bank for payment of telephone bills through the Banks ATM network
Mar-05 UTI Bank gets listed on the London Stock Exchange raises US$ 23930 million through Global
Mar-05 Depositary Receipts (GDRs)
Feb-05 UTI Bank appointed by Government of Karnataka as the sole banker for the Bangalore One (B1) project
Feb-05 UTI Bank launches a powerful version of Kisan Credit Card
Jan-05 UTI Bank ties up with Remit2India to launch the Remittance Card
Mar-04 UTI Bank enables premium payment of LIC policies through its ATMs
Feb-04 Bilateral arrangement between State Bank of India (and its 7 associate member banks) and UTI Bank comes into force with the commencement of operations (as on 3rd February 04) of the combined network of over 4000 ATMs
Feb-04 UTI Bank (by pursuing a proactive strategy of forging bilateral agreements and being a progressive player in the multi-lateral consortiums for shared ATM network) offers its customers access to over 7000 ATMs across the country - the largest to be offered by any bank in India so far
Dec-03 Bank inaugurated its ATM at Thegu near the Nathula Pass in Sikkim This ATM is at the highest altitude in India
Sep-03 The Banks ATMs across the country crosses the thousand mark
Sep-03 Bank launches the Travel Currency Card
Aug-03 The Banks Debit Card crosses the one million mark
Aug-03 Total Advances cross Rs 7000 Crore
May-03 Bank declares a net profit of Rs 19218 crores for FY03 a growth of 43 over the previous year
Mar-03 Bank signs Agreement with Employees Provident Fund Organization (EPFO) for disbursement of Pension
Mar-03 Bank crosses the 800 ATM mark
Mar-03 The Bank issues 38362834 fully paid up equity shares totaling to Rs 16400 crores through a
Mar-03 Preferential offer to Life Insurance Corporation of India (now constituting 1354 of
Mar-03 the Banks expanded equity) Citicorp Banking Corporation Bahrain (holding 384) ChrysCapital I
Mar-03 LLC Mauritius (holding 384) and Karur Vysya Bank Ltd(constituting 100) The Bank also
Mar-03 Increases the authorised share capital of the Bank from Rs 230 crores to Rs 300 crores
Feb-03 Bank in a pioneering move launches the AT PAR Cheque facility free of cost for all its Savings Bank customers
Feb-03 Bank wins mandate to set up 14 ATMs at the Western Railway stations along the Mumbai division
Oct-02 Bank launches Corporate iConnect - the Internet Banking facility for Corporates
Aug-02 Bank signs MoU with BSNL regarding bill collection services across the country through both online and offline channels
Apr-02 Bank opens its 500th ATM
Mar-02 Deposits Cross Rs12 000 Crore
Jan-02 The Banks 100th branch opens at TuticorinTamilnadu
Jan-02 The Bank opens an ATM at the Gol Dak-Khana ie the New Delhi GPO making it the first instance of a commercial bank setting up an ATM at any post-office in the country
Dec-01 Total Advances cross Rs 5000 Crore
Nov-01 The deposit base for the Bank crosses Rs 10000 Crore
Sep-01 Private placement of 26 stake in the Bank to CDC Capital Partners UTI holding reduces to 4488
Aug-01 Bank signs MoU with India Post for introducing value added financial products and services to customers of both organizations including setting up of UTI Bank ATMs in post offices
July-01 Bank ties up with Govt of Andhra Pradesh for collection of commercial tax
Dec-00 Bank opens its 200th ATM It becomes the 2nd largest ATM network in the country a position held even today
Oct-00 Bank becomes fully networked
July-00 E-commerce initiatives announced
July-00 Financial Advisory Services offered beginning with marketing of US 64
Apr-00 UTI Bank calls off its proposed merger with Global Trust Bank and surges ahead on its own
Apr-00 Bank launches its Internet banking module iConnect Retail loans introduced for the first time by the Bank
Mar-00 Profits cross Rs 50 crore mark for the first time
Feb-00 Bank adopts Finacle software from Infosys for core banking
Jan-00 DrPJ Nayak takes over as Chairman and Managing Director from Shri Supriya Gupta
Sep-99 Cash management services (CMS) launched Co branded credit card launched
Mar-99 Deposits cross Rs3000 crores
Sep-98 UTI Bank goes public with a Rs 71 crore public issue Issue over-subscribed 12 times over 1 lakh retail investors UTI holding reduces to 6085
Jun-96 Crosses Rs1000 crore deposit mark
Mar-95 Completes first profitable year in operation
Apr-94 First branch of UTI Bank inaugurated at Ahmedabad by Dr Manmohan Singh Honble Finance Minister Government of India
Dec-93 UTI Bank comes into being
Dec-93 Registered office at Ahmedabad Head office at Mumbai
Challenges Ahead
(i) Improving profitability The most direct result of the banking reforms is increasing
competition and narrowing of spreads and its impact on the profitability of banks The
challenge for banks is how to manage with thinning margins while at the same time
working to improve productivity which remains low in relation to global standards This
is particularly important because with dilution in banksrsquo equity analysts and shareholders
now closely track their performance Thus with falling spreads rising provision for
NPAs and falling interest rates greater attention will need to be paid to reducing
transaction costs This will require tremendous efforts in the area of technology and for
banks to build capabilities to handle much bigger volumes
(ii) Reinforcing technology Technology has thus become a strategic and integral part of
banking driving banks to acquire and implement world class systems that enable them to
provide products and services in large volumes at a competitive cost with better risk
management practices The pressure to undertake extensive computerization is very real
as banks that adopt the latest in technology have an edge over others Customers have
become very demanding and banks have to deliver customized products through multiple
channels allowing customers access to the bank round the clock
(iii) Risk management The deregulated environment brings in its wake risks along with
profitable opportunities and technology plays a crucial role in managing these risks In
addition to being exposed to credit risk market risk and operational risk the business of
banks would be susceptible to country risk which will be heightened as controls on the
movement of capital are eased In this context banks are upgrading their credit
assessment and risk management skills and retraining staff developing a cadre of
specialists and introducing technology driven management information systems
(iv) Sharpening skills The far-reaching changes in the banking and financial sector
entail a fundamental shift in the set of skills required in banking To meet increased
competition and manage risks the demand for specialized banking functions using IT as
a competitive tool is set to go up Special skills in retail banking treasury risk
management foreign exchange development banking etc will need to be carefully
nurtured and built Thus the twin pillars of the banking sector ie human resources and
IT will have to be strengthened
(v) Greater customer orientation In todayrsquos competitive environment banks will have
to strive to attract and retain customers by introducing innovative products enhancing the
quality of customer service and marketing a variety of products through diverse channels
targeted at specific customer groups
(vi) Corporate governance Besides using their strengths and strategic initiatives for
creating shareholder value banks have to be conscious of their responsibilities towards
corporate governance Financial liberalization as the ownership of banks gets broad
based the importance of institutional and individual shareholders will increase In such a
scenario banks will need to put in place a code for corporate governance for benefiting
all stakeholders of a corporate entity
(vii) International standards Introducing internationally followed best practices and
observing universally acceptable standards and codes is necessary for strengthening the
domestic financial architecture This includes best practices in the area of corporate
governance along with full transparency in disclosures In todays globalize world
focusing on the observance of standards will help smooth integration with world financial
Chapter II
Objective amp Methodology
significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
Research Objectives
To find out the level of customer awareness about the name change in name from
UTI Bank to Axis Bank
To find out the source of customer awareness
To find out the perception before and after change of nameUTI Bank to Axis Bank
To measuring the level of awareness of customers after the branding of Axis Bank
To measure the Impact of Branding upon customers and their perception about the name
changed
Scope and Plan of the Study
This project will help me to understand the consumer awareness level of customers
regarding the name change from UTI Bank to Axis Bank
This project work will also be helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
The growth in the Indian Banking Industry has been more qualitative than quantitative
and it is expected to remain the same in the coming years Based on the projections made
in the India Vision 2020 prepared by the Planning Commission and the Draft 10th Plan
the report forecasts that the pace of expansion in the balance-sheets of banks is likely to
decelerate The total asset of all scheduled commercial banks by end-March 2010 is
estimated at Rs 4090000 crores That will comprise about 65 per cent of GDP at current
market prices as compared to 67 per cent in 2002-03 Bank assets are expected to grow at
an annual composite rate of 134 per cent during the rest of the decade as against the
growth rate of 167 per cent that existed between 1994-95 and 2002-03 It is expected that
there will be large additions to the capital base and reserves on the liability side
This project has future scope for me as I am working with Axis Bank This project helps
me to understand the consumer awareness level of customers regarding the name change
from UTI Bank to Axis Bank
This project work is also helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
Methodology
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
Public Sector Banks are of course currently working out challenging strategies even as 20
percent of their massive employee strength has dwindled in the wake of the successful
Voluntary Retirement Schemes (VRS) schemes
The private players however cannot match the Public Sector Bankrsquos great reach great
size and access to low cost deposits Therefore one of the means for them to combat the
PSBs has been through the merger and acquisition route Over the last two years the
industry has witnessed several such instances
Private sector Banks have pioneered internet banking phone banking anywhere banking
mobile banking debit cards Automatic Teller Machines (ATMs) and combined various
other services and integrated them into the mainstream banking arena while the Public
Sector Banks are still grappling with disgruntled employees in the aftermath of successful
VRS schemes Also following Indiarsquos commitment to the WTO agreement in respect of
the services sector foreign banks including both new and the existing ones have been
permitted to open up to 12 branches a year with effect from 1998-99 as against the earlier
stipulation of 8 branches
Government diluting their equity from 51 percent to 33 percent in November 2000 has
also opened up a new opportunity for the takeover of even the Public Sector Banks The
FDI rules being more rationalized in Q1FY02 may also pave the way for foreign banks
taking the Merger amp Acquisition route to acquire willing Indian partners
7
The economic and corporate sector slowdown has led to an increasing number of banks
focusing on the retail segment Many of them are also entering the new vistas of
Insurance Banks with their phenomenal reach and a regular interface with the retail
investor are the best placed to enter into the insurance sector Banks in India have been
allowed to provide fee-based insurance services without risk participation invest in an
insurance company for providing infrastructure and services support and set up of a
separate joint-venture insurance company with risk participation
AXIS BANK ANNOUNCES Q1FY10 NET PROFIT OF Rs56204 CRORES UP 7024 YOY
Axis Bank has announced its unaudited results for the first quarter of FY 2009-10 following
the approval of its Board of Directors in a meeting held in Mumbai on 13th July 2009 The
Net Profit of the Bank for the first quarter was Rs 56204 crores growing by 7024 over
the Net Profit of Rs 33014 crores during the first quarter of the previous year The Bankrsquos
balance sheet has grown by 2418 yoy to Rs 141142 crores as at the end of June 2009
from Rs 113660 crores as at end June 2008 Demand deposits have grown 2462 yoy and
constituted 40 of the total deposits with Savings Bank deposits growing 32 yoy and
Current Account deposits growing 16 yoy On a daily average basis demand deposits grew
by 2475 yoy and constituted 37 of the total deposits during Q1 FY10 as against 35 in
Q4 FY09 and
8
Results at a Glance
bull Net Profit rose to Rs 56204 crores during Q1FY10 from Rs 33014 crores in Q1FY09 registeringa growth of 7024 yoy
bull Balance Sheet Size increased 2418 yoy from Rs 113660 crores
at the end of Q1FY09 to Rs141142 crores at the end of Q1FY10
bull Demand Deposits rose 2462 yoy from Rs 35449 crores at the
end of Q1FY09 to Rs 44176crores at the end of Q1FY10 On a daily
average basis demand deposits grew by 2475 toRs 39739 crores
in Q1 FY10 from Rs 31854 crores in Q1 FY09
bull The Bank is well capitalised with a Capital Adequacy Ratio of
1528 at the end of Q1 FY10compared to 1325 at the end of
Q1FY09 and 1369 at the end of FY2009 The Tier - Icapital was
39 at the end of the quarter against 993 at the end of June
2008 and 926at the end of FY2009
38 in Q1 FY09 The Bankrsquos Capital Adequacy Ratio was 1528 as at end June 2009 as
compared to 1325 as at end June 2008 and a Tier-I ratio of 939 as compared to 993
as at end June 2008 The diluted quarterly EPS at Rs 1550 was 7165 higher than the EPS
of Rs 903 in the first quarter of the previous year
9
FINANCIAL HIGHLIGHTS
bull Net Interest Income (NII) and Net Interest Margins (NIM)
The Bank continued to build a wide presence through its 861 Branches amp Extension Counters
and 3723 ATMs across 534 cities and towns During the quarter the Bank added 26
Branches amp Extension Counters and 128 ATMs The daily average balances of Savings Bank
deposits during the quarter grew 33 yoy and those of Current Accounts grew 15 yoy ]
Demand deposits constituted 37 of the total daily average deposits during Q1 FY10 at
nearly the same level (38) as in Q1 FY09 and higher than the level of 35 in Q4FY20 As
a result the Bank posted a Net Interest Margin of 334 marginally lower than the NIM of
337 in Q4FY09 and 335 for Q1FY09
The Bankrsquos advances grew by 28 from Rs 61160 crores as at end June 2008 to Rs 78105
crores as at end June 2009 while investments rose to Rs 46328 crores from Rs 35718
crores a growth of 30 yoy The Net Interest Income rose to Rs 1046 crores in Q1FY10
from Rs 810 crores in Q1FY09 a growth of 29 yoy
bull Fee income
Fee Income registered a growth of 17 yoy rising to Rs 62663 crores in Q1FY10
compared to Rs 53727 crores in Q1FY09 with contributions from all major businesses
in the Bank Fee income from Treasury grew at 55 yoy followed by that from Retail
10
Banking (21 yoy) Business Banking (19 yoy) Large amp Mid Corporate Credit (15
yoy) and SME amp Agri lending businesses (8 yoy)
bull Trading Profits
The Bank generated Rs 32607 crores of Trading Profits in Q1FY10 as compared to Rs
5731 crores in Q1FY09 a growth of 46896 yoy The share of Trading Profits to the
Operating Revenue increased from 399 in Q1FY09 to 1627 in Q1FY10
bull NPAs and restructured loans
Net NPAs as a proportion of Net Customer Assets increased to 041 as at the end of June
2009 compared to 035 as at end March 2009 and was below the level of 047 as at end
June 2008 Gross NPAs as a proportion of Gross Customer Assets were at 101 at end June
2009 compared to 096 as at end March 2009 and 092 as at end June 2008 The Bank
had a provision coverage of 8588 at the end of June 2009 (as a proportion of Gross NPAs
together with accumulated write-offs) If the
accumulated write-offs are excluded provisions held as a proportion of Gross NPAs would
constitute 5989 as at end June 2009
The Bank has restructured loans aggregating Rs 99595 crores during the quarter of which
Rs 18286 crores were restructured under the CDR mechanism Of the total loans
restructured during the quarter loans aggregating Rs 10171 crores were restructured for a
second time in terms of the Reserve Bank of India dispensation The cumulative value of
assets restructured upto 30th June 2009 was Rs 252010 crores constituting 277 of gross
customer assets The diminution in fair value against the restructured loans during the quarter
was Rs 34 crores and has been provided for
11
The segment-wise break-up of the restructured loans for loans restructured in the quarter is
as follows
LargeMid-Corporate 71SME 19Capital Market 4Agriculture 6
The sector-wise breakup of loans restructured during the quarter is as follows
Oil amp Gas 48Textiles 17Real Estate 6Steel 5Others 24
bull Investment Portfolio
The book value of the Bankrsquos investment portfolio as at end June 2009 was Rs 46328
crores of which Rs 26859 crores was in government securities while Rs 19469 crores
was in other investments including corporate bonds equities preference shares mutual
funds etc 91 of the government securities have been classified in the HTM category
while 99 of the corporate bond portfolio has been classified in the HFT and AFS
categories The distribution of the investment portfolio in the three categories as well as
the modified duration in each category was as follows
Category Percentage Duration
HFT 064 57 years
12
AFS 4186 35 years
HTM 5750 56 years
BUSINESS OVERVIEW
bull Cash Management Services
Under Cash Management Services the Bank handled a cash remittance throughput of Rs
255759 crores in Q1FY10 as compared to a throughput of Rs 360318 crores in
Q4FY09 and higher than the throughput of Rs 240102 crores during Q1FY09 The
number of CMS clients has grown to 5089 as at end June 2009
bull Placement Syndication and Project Advisory
The Bank maintained its No1 rank as Debt Arranger as assessed by Prime Database for
the year ended March 2009 Further in the Bloomberg league table for lsquoIndia Domestic
Bondsrsquo the Bank has been ranked No1 for the quarter ended June 2009 The Bank was
the arranger of debt aggregating Rs 14630 crores during Q1FY10 as compared to Rs
27206 crores during Q4FY09 and substantially higher than Rs 7649 crores in Q1FY09
a growth of 91 yoy The Bank continues to strengthen its focus on project advisory
services
bull Retail Business
The number of Savings Bank accounts grew from 6523 lakhs as at end June 2008 to
7541 lakhs as at end June 2009
1048707Retail Asset Products Retail advances grew from Rs 14638 crores as at end
June 2008 to Rs 16780 crores as at end June 2009 a growth of 15 yoy Retail
13
Advances accounted for 21 of the total Advances of the Bank as at the end of June
2009 The Bank has set up 64 Retail Asset Centres (RACs) for focussed retail
lending
1048707Card products The Banks International Debit Card issuance has risen to 124
lakh debit cards as at end June 2009 as compared to 95 lakh cards as at end June
2008 The Bank had over 543000 Credit Cards in force as at end June 2009 The
Bank has an installed base of over 123000 Electronic Data Capture (EDC) machines
as at end June 2009
1048707Wealth Advisory Services and Third Party Products The Bank offers Wealth
Advisory Services and Mohur - Gold Coins and bars - through its select branches and
Personal Investment Products including Mutual Funds Life Insurance products in
association with Metlife India General Insurance products in association with Bajaj
Allianz Insurance and Online trading accounts in association with Geojit Securities
bull International Business
The Bank has five international offices ndash branches at Singapore Hong Kong and Dubai
(at the DIFC) and Representative Offices in Shanghai and Dubai - with focus on
corporate lending trade finance syndication investment banking risk management and
liability businesses The total assets under
14
overseas operations amounted to US$ 218 billion as at end June 2009 as compared to
US$ 180 billion as at end June 2008 a growth of 21 yoy
bull Capital amp Net Worth
The Net Worth of the Bank was Rs 10282 crores as at end June 2009 as compared to Rs
8742 crores as at end June 2008 a growth of 18 yoy The Capital Adequacy Ratio for
the Bank was 1528 as at end June 2009 as compared to 1325 as at end June 2008
The Tier - I capital amounted to 939 as at end June 2009 as against 993 as at end
June 2008
Milestones
Mar-08 Axis Bank launches Platinum Credit Card Indias first EMV chip based card
Dec-07 Axis Bank gets AAA National Long-Term Rating from Fitch Ratings
Sept-07 Axis Bank ties up with Banque Priveacutee Edmond de Rothschild Europe for Wealth Management
July-07 UTI Bank re-brands itself as Axis Bank
July-07 UTI Bank successfully raises USD 1050 million-
July-07 UTI Bank ties up with Tata Motors Ltd for Car Loans
June-07 UTI Banks expansion into Asia supported by FRS
May-07 UTI Bank launches Spice Rewards on the bankcards - Indias first-ever merchant-supported rewards program
April-07 UTI Bank opens a Financial Services Category I Branch in the DIFC in Dubai
Mar-07 UTI Bank ties up with Hyundai Motor India Ltd for Car Loans
Mar-07 UTI Bank ties up with IIFCL to provide finance for infrastructural projects in the country
Mar-07 UTI Bank launches Car Loans in association with Maruti Udyog Ltd
Mar-07 UTI Bank opens a Full Licence Bank Branch in Hong Kong
Feb-07 Finance Minister Shri P Chidambaram Launches Shriram - UTI Bank Co - Branded Credit Card
Exclusively For Small Road Transport Operators (SRTOS)
Feb-07 UTI Bank announces the launch of its Meal Card
Feb-07 UTI Bank announces the launch of its Gift Card
Feb-07 LIC Premium payment now through UTI Bank Branches
Jan-07 UTI bank opens Priority Banking branch in Mumbai and Kolkata
Nov-06 UTI Bank opens Priority Banking Lounge in Pune
Sep-06 UTI Bank launches operations of UBL Sales its Sales Subsidiary - Inaugurates its first office in Bangalore
Aug-06 UTI Bank announces the launch of its Credit Card Business
Aug-06 UTI Bank becomes the first Indian Bank to successfully issue Foreign Currency Hybrid Capital in the International Market
Aug-06 UTI Bank Business Gold Debit Card MasterCard Launched - Designed for business related spending by SMEs and self employed professionals
Aug-06 UTI Bank announces the scheme of issuance of Senior Citizen ID Card in association with Dignity Foundation
Aug-06 UTI Bank rolls out its 2000th ATM
July-06 UTI Bank opens Representative Office in Shanghai
May-06 UTI Bank and LIC join hands to launch an Annuity Card for group pensioners of LIC
May-06 UTI Bank ties up with Geojit Financial Services to offer Online Trading service to its customers
Apr-06 UTI Bank opens its first international branch in Singapore
Jan-06 UTI Bank and UTI Mutual Fund to launch a new service for sale and redemption of mutual fund schemes through the Banks ATMs across the country
Dec-05 UTI Bank wins International Financing Review (IFR) Asia India Bond House award for the year 2005
Oct-05 UTI Bank extends banking services to the rural milk producers in Anand and Kheda districts in Gujarat
July-05 UTI Bank and Visa International launch Mobile Refill facility - Anytime Anywhere Pre-Paid Mobile Refill for all Visa Cardholders in India
May-05 UTI Bank and Bajaj Allianz join hands to distribute general insurance products
Apr-05 UTI Bank launches Smart Privilege - a special bank account designed for women
Mar-05 MTNL ties up with UTI Bank for payment of telephone bills through the Banks ATM network
Mar-05 UTI Bank gets listed on the London Stock Exchange raises US$ 23930 million through Global
Mar-05 Depositary Receipts (GDRs)
Feb-05 UTI Bank appointed by Government of Karnataka as the sole banker for the Bangalore One (B1) project
Feb-05 UTI Bank launches a powerful version of Kisan Credit Card
Jan-05 UTI Bank ties up with Remit2India to launch the Remittance Card
Mar-04 UTI Bank enables premium payment of LIC policies through its ATMs
Feb-04 Bilateral arrangement between State Bank of India (and its 7 associate member banks) and UTI Bank comes into force with the commencement of operations (as on 3rd February 04) of the combined network of over 4000 ATMs
Feb-04 UTI Bank (by pursuing a proactive strategy of forging bilateral agreements and being a progressive player in the multi-lateral consortiums for shared ATM network) offers its customers access to over 7000 ATMs across the country - the largest to be offered by any bank in India so far
Dec-03 Bank inaugurated its ATM at Thegu near the Nathula Pass in Sikkim This ATM is at the highest altitude in India
Sep-03 The Banks ATMs across the country crosses the thousand mark
Sep-03 Bank launches the Travel Currency Card
Aug-03 The Banks Debit Card crosses the one million mark
Aug-03 Total Advances cross Rs 7000 Crore
May-03 Bank declares a net profit of Rs 19218 crores for FY03 a growth of 43 over the previous year
Mar-03 Bank signs Agreement with Employees Provident Fund Organization (EPFO) for disbursement of Pension
Mar-03 Bank crosses the 800 ATM mark
Mar-03 The Bank issues 38362834 fully paid up equity shares totaling to Rs 16400 crores through a
Mar-03 Preferential offer to Life Insurance Corporation of India (now constituting 1354 of
Mar-03 the Banks expanded equity) Citicorp Banking Corporation Bahrain (holding 384) ChrysCapital I
Mar-03 LLC Mauritius (holding 384) and Karur Vysya Bank Ltd(constituting 100) The Bank also
Mar-03 Increases the authorised share capital of the Bank from Rs 230 crores to Rs 300 crores
Feb-03 Bank in a pioneering move launches the AT PAR Cheque facility free of cost for all its Savings Bank customers
Feb-03 Bank wins mandate to set up 14 ATMs at the Western Railway stations along the Mumbai division
Oct-02 Bank launches Corporate iConnect - the Internet Banking facility for Corporates
Aug-02 Bank signs MoU with BSNL regarding bill collection services across the country through both online and offline channels
Apr-02 Bank opens its 500th ATM
Mar-02 Deposits Cross Rs12 000 Crore
Jan-02 The Banks 100th branch opens at TuticorinTamilnadu
Jan-02 The Bank opens an ATM at the Gol Dak-Khana ie the New Delhi GPO making it the first instance of a commercial bank setting up an ATM at any post-office in the country
Dec-01 Total Advances cross Rs 5000 Crore
Nov-01 The deposit base for the Bank crosses Rs 10000 Crore
Sep-01 Private placement of 26 stake in the Bank to CDC Capital Partners UTI holding reduces to 4488
Aug-01 Bank signs MoU with India Post for introducing value added financial products and services to customers of both organizations including setting up of UTI Bank ATMs in post offices
July-01 Bank ties up with Govt of Andhra Pradesh for collection of commercial tax
Dec-00 Bank opens its 200th ATM It becomes the 2nd largest ATM network in the country a position held even today
Oct-00 Bank becomes fully networked
July-00 E-commerce initiatives announced
July-00 Financial Advisory Services offered beginning with marketing of US 64
Apr-00 UTI Bank calls off its proposed merger with Global Trust Bank and surges ahead on its own
Apr-00 Bank launches its Internet banking module iConnect Retail loans introduced for the first time by the Bank
Mar-00 Profits cross Rs 50 crore mark for the first time
Feb-00 Bank adopts Finacle software from Infosys for core banking
Jan-00 DrPJ Nayak takes over as Chairman and Managing Director from Shri Supriya Gupta
Sep-99 Cash management services (CMS) launched Co branded credit card launched
Mar-99 Deposits cross Rs3000 crores
Sep-98 UTI Bank goes public with a Rs 71 crore public issue Issue over-subscribed 12 times over 1 lakh retail investors UTI holding reduces to 6085
Jun-96 Crosses Rs1000 crore deposit mark
Mar-95 Completes first profitable year in operation
Apr-94 First branch of UTI Bank inaugurated at Ahmedabad by Dr Manmohan Singh Honble Finance Minister Government of India
Dec-93 UTI Bank comes into being
Dec-93 Registered office at Ahmedabad Head office at Mumbai
Challenges Ahead
(i) Improving profitability The most direct result of the banking reforms is increasing
competition and narrowing of spreads and its impact on the profitability of banks The
challenge for banks is how to manage with thinning margins while at the same time
working to improve productivity which remains low in relation to global standards This
is particularly important because with dilution in banksrsquo equity analysts and shareholders
now closely track their performance Thus with falling spreads rising provision for
NPAs and falling interest rates greater attention will need to be paid to reducing
transaction costs This will require tremendous efforts in the area of technology and for
banks to build capabilities to handle much bigger volumes
(ii) Reinforcing technology Technology has thus become a strategic and integral part of
banking driving banks to acquire and implement world class systems that enable them to
provide products and services in large volumes at a competitive cost with better risk
management practices The pressure to undertake extensive computerization is very real
as banks that adopt the latest in technology have an edge over others Customers have
become very demanding and banks have to deliver customized products through multiple
channels allowing customers access to the bank round the clock
(iii) Risk management The deregulated environment brings in its wake risks along with
profitable opportunities and technology plays a crucial role in managing these risks In
addition to being exposed to credit risk market risk and operational risk the business of
banks would be susceptible to country risk which will be heightened as controls on the
movement of capital are eased In this context banks are upgrading their credit
assessment and risk management skills and retraining staff developing a cadre of
specialists and introducing technology driven management information systems
(iv) Sharpening skills The far-reaching changes in the banking and financial sector
entail a fundamental shift in the set of skills required in banking To meet increased
competition and manage risks the demand for specialized banking functions using IT as
a competitive tool is set to go up Special skills in retail banking treasury risk
management foreign exchange development banking etc will need to be carefully
nurtured and built Thus the twin pillars of the banking sector ie human resources and
IT will have to be strengthened
(v) Greater customer orientation In todayrsquos competitive environment banks will have
to strive to attract and retain customers by introducing innovative products enhancing the
quality of customer service and marketing a variety of products through diverse channels
targeted at specific customer groups
(vi) Corporate governance Besides using their strengths and strategic initiatives for
creating shareholder value banks have to be conscious of their responsibilities towards
corporate governance Financial liberalization as the ownership of banks gets broad
based the importance of institutional and individual shareholders will increase In such a
scenario banks will need to put in place a code for corporate governance for benefiting
all stakeholders of a corporate entity
(vii) International standards Introducing internationally followed best practices and
observing universally acceptable standards and codes is necessary for strengthening the
domestic financial architecture This includes best practices in the area of corporate
governance along with full transparency in disclosures In todays globalize world
focusing on the observance of standards will help smooth integration with world financial
Chapter II
Objective amp Methodology
significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
Research Objectives
To find out the level of customer awareness about the name change in name from
UTI Bank to Axis Bank
To find out the source of customer awareness
To find out the perception before and after change of nameUTI Bank to Axis Bank
To measuring the level of awareness of customers after the branding of Axis Bank
To measure the Impact of Branding upon customers and their perception about the name
changed
Scope and Plan of the Study
This project will help me to understand the consumer awareness level of customers
regarding the name change from UTI Bank to Axis Bank
This project work will also be helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
The growth in the Indian Banking Industry has been more qualitative than quantitative
and it is expected to remain the same in the coming years Based on the projections made
in the India Vision 2020 prepared by the Planning Commission and the Draft 10th Plan
the report forecasts that the pace of expansion in the balance-sheets of banks is likely to
decelerate The total asset of all scheduled commercial banks by end-March 2010 is
estimated at Rs 4090000 crores That will comprise about 65 per cent of GDP at current
market prices as compared to 67 per cent in 2002-03 Bank assets are expected to grow at
an annual composite rate of 134 per cent during the rest of the decade as against the
growth rate of 167 per cent that existed between 1994-95 and 2002-03 It is expected that
there will be large additions to the capital base and reserves on the liability side
This project has future scope for me as I am working with Axis Bank This project helps
me to understand the consumer awareness level of customers regarding the name change
from UTI Bank to Axis Bank
This project work is also helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
Methodology
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
The economic and corporate sector slowdown has led to an increasing number of banks
focusing on the retail segment Many of them are also entering the new vistas of
Insurance Banks with their phenomenal reach and a regular interface with the retail
investor are the best placed to enter into the insurance sector Banks in India have been
allowed to provide fee-based insurance services without risk participation invest in an
insurance company for providing infrastructure and services support and set up of a
separate joint-venture insurance company with risk participation
AXIS BANK ANNOUNCES Q1FY10 NET PROFIT OF Rs56204 CRORES UP 7024 YOY
Axis Bank has announced its unaudited results for the first quarter of FY 2009-10 following
the approval of its Board of Directors in a meeting held in Mumbai on 13th July 2009 The
Net Profit of the Bank for the first quarter was Rs 56204 crores growing by 7024 over
the Net Profit of Rs 33014 crores during the first quarter of the previous year The Bankrsquos
balance sheet has grown by 2418 yoy to Rs 141142 crores as at the end of June 2009
from Rs 113660 crores as at end June 2008 Demand deposits have grown 2462 yoy and
constituted 40 of the total deposits with Savings Bank deposits growing 32 yoy and
Current Account deposits growing 16 yoy On a daily average basis demand deposits grew
by 2475 yoy and constituted 37 of the total deposits during Q1 FY10 as against 35 in
Q4 FY09 and
8
Results at a Glance
bull Net Profit rose to Rs 56204 crores during Q1FY10 from Rs 33014 crores in Q1FY09 registeringa growth of 7024 yoy
bull Balance Sheet Size increased 2418 yoy from Rs 113660 crores
at the end of Q1FY09 to Rs141142 crores at the end of Q1FY10
bull Demand Deposits rose 2462 yoy from Rs 35449 crores at the
end of Q1FY09 to Rs 44176crores at the end of Q1FY10 On a daily
average basis demand deposits grew by 2475 toRs 39739 crores
in Q1 FY10 from Rs 31854 crores in Q1 FY09
bull The Bank is well capitalised with a Capital Adequacy Ratio of
1528 at the end of Q1 FY10compared to 1325 at the end of
Q1FY09 and 1369 at the end of FY2009 The Tier - Icapital was
39 at the end of the quarter against 993 at the end of June
2008 and 926at the end of FY2009
38 in Q1 FY09 The Bankrsquos Capital Adequacy Ratio was 1528 as at end June 2009 as
compared to 1325 as at end June 2008 and a Tier-I ratio of 939 as compared to 993
as at end June 2008 The diluted quarterly EPS at Rs 1550 was 7165 higher than the EPS
of Rs 903 in the first quarter of the previous year
9
FINANCIAL HIGHLIGHTS
bull Net Interest Income (NII) and Net Interest Margins (NIM)
The Bank continued to build a wide presence through its 861 Branches amp Extension Counters
and 3723 ATMs across 534 cities and towns During the quarter the Bank added 26
Branches amp Extension Counters and 128 ATMs The daily average balances of Savings Bank
deposits during the quarter grew 33 yoy and those of Current Accounts grew 15 yoy ]
Demand deposits constituted 37 of the total daily average deposits during Q1 FY10 at
nearly the same level (38) as in Q1 FY09 and higher than the level of 35 in Q4FY20 As
a result the Bank posted a Net Interest Margin of 334 marginally lower than the NIM of
337 in Q4FY09 and 335 for Q1FY09
The Bankrsquos advances grew by 28 from Rs 61160 crores as at end June 2008 to Rs 78105
crores as at end June 2009 while investments rose to Rs 46328 crores from Rs 35718
crores a growth of 30 yoy The Net Interest Income rose to Rs 1046 crores in Q1FY10
from Rs 810 crores in Q1FY09 a growth of 29 yoy
bull Fee income
Fee Income registered a growth of 17 yoy rising to Rs 62663 crores in Q1FY10
compared to Rs 53727 crores in Q1FY09 with contributions from all major businesses
in the Bank Fee income from Treasury grew at 55 yoy followed by that from Retail
10
Banking (21 yoy) Business Banking (19 yoy) Large amp Mid Corporate Credit (15
yoy) and SME amp Agri lending businesses (8 yoy)
bull Trading Profits
The Bank generated Rs 32607 crores of Trading Profits in Q1FY10 as compared to Rs
5731 crores in Q1FY09 a growth of 46896 yoy The share of Trading Profits to the
Operating Revenue increased from 399 in Q1FY09 to 1627 in Q1FY10
bull NPAs and restructured loans
Net NPAs as a proportion of Net Customer Assets increased to 041 as at the end of June
2009 compared to 035 as at end March 2009 and was below the level of 047 as at end
June 2008 Gross NPAs as a proportion of Gross Customer Assets were at 101 at end June
2009 compared to 096 as at end March 2009 and 092 as at end June 2008 The Bank
had a provision coverage of 8588 at the end of June 2009 (as a proportion of Gross NPAs
together with accumulated write-offs) If the
accumulated write-offs are excluded provisions held as a proportion of Gross NPAs would
constitute 5989 as at end June 2009
The Bank has restructured loans aggregating Rs 99595 crores during the quarter of which
Rs 18286 crores were restructured under the CDR mechanism Of the total loans
restructured during the quarter loans aggregating Rs 10171 crores were restructured for a
second time in terms of the Reserve Bank of India dispensation The cumulative value of
assets restructured upto 30th June 2009 was Rs 252010 crores constituting 277 of gross
customer assets The diminution in fair value against the restructured loans during the quarter
was Rs 34 crores and has been provided for
11
The segment-wise break-up of the restructured loans for loans restructured in the quarter is
as follows
LargeMid-Corporate 71SME 19Capital Market 4Agriculture 6
The sector-wise breakup of loans restructured during the quarter is as follows
Oil amp Gas 48Textiles 17Real Estate 6Steel 5Others 24
bull Investment Portfolio
The book value of the Bankrsquos investment portfolio as at end June 2009 was Rs 46328
crores of which Rs 26859 crores was in government securities while Rs 19469 crores
was in other investments including corporate bonds equities preference shares mutual
funds etc 91 of the government securities have been classified in the HTM category
while 99 of the corporate bond portfolio has been classified in the HFT and AFS
categories The distribution of the investment portfolio in the three categories as well as
the modified duration in each category was as follows
Category Percentage Duration
HFT 064 57 years
12
AFS 4186 35 years
HTM 5750 56 years
BUSINESS OVERVIEW
bull Cash Management Services
Under Cash Management Services the Bank handled a cash remittance throughput of Rs
255759 crores in Q1FY10 as compared to a throughput of Rs 360318 crores in
Q4FY09 and higher than the throughput of Rs 240102 crores during Q1FY09 The
number of CMS clients has grown to 5089 as at end June 2009
bull Placement Syndication and Project Advisory
The Bank maintained its No1 rank as Debt Arranger as assessed by Prime Database for
the year ended March 2009 Further in the Bloomberg league table for lsquoIndia Domestic
Bondsrsquo the Bank has been ranked No1 for the quarter ended June 2009 The Bank was
the arranger of debt aggregating Rs 14630 crores during Q1FY10 as compared to Rs
27206 crores during Q4FY09 and substantially higher than Rs 7649 crores in Q1FY09
a growth of 91 yoy The Bank continues to strengthen its focus on project advisory
services
bull Retail Business
The number of Savings Bank accounts grew from 6523 lakhs as at end June 2008 to
7541 lakhs as at end June 2009
1048707Retail Asset Products Retail advances grew from Rs 14638 crores as at end
June 2008 to Rs 16780 crores as at end June 2009 a growth of 15 yoy Retail
13
Advances accounted for 21 of the total Advances of the Bank as at the end of June
2009 The Bank has set up 64 Retail Asset Centres (RACs) for focussed retail
lending
1048707Card products The Banks International Debit Card issuance has risen to 124
lakh debit cards as at end June 2009 as compared to 95 lakh cards as at end June
2008 The Bank had over 543000 Credit Cards in force as at end June 2009 The
Bank has an installed base of over 123000 Electronic Data Capture (EDC) machines
as at end June 2009
1048707Wealth Advisory Services and Third Party Products The Bank offers Wealth
Advisory Services and Mohur - Gold Coins and bars - through its select branches and
Personal Investment Products including Mutual Funds Life Insurance products in
association with Metlife India General Insurance products in association with Bajaj
Allianz Insurance and Online trading accounts in association with Geojit Securities
bull International Business
The Bank has five international offices ndash branches at Singapore Hong Kong and Dubai
(at the DIFC) and Representative Offices in Shanghai and Dubai - with focus on
corporate lending trade finance syndication investment banking risk management and
liability businesses The total assets under
14
overseas operations amounted to US$ 218 billion as at end June 2009 as compared to
US$ 180 billion as at end June 2008 a growth of 21 yoy
bull Capital amp Net Worth
The Net Worth of the Bank was Rs 10282 crores as at end June 2009 as compared to Rs
8742 crores as at end June 2008 a growth of 18 yoy The Capital Adequacy Ratio for
the Bank was 1528 as at end June 2009 as compared to 1325 as at end June 2008
The Tier - I capital amounted to 939 as at end June 2009 as against 993 as at end
June 2008
Milestones
Mar-08 Axis Bank launches Platinum Credit Card Indias first EMV chip based card
Dec-07 Axis Bank gets AAA National Long-Term Rating from Fitch Ratings
Sept-07 Axis Bank ties up with Banque Priveacutee Edmond de Rothschild Europe for Wealth Management
July-07 UTI Bank re-brands itself as Axis Bank
July-07 UTI Bank successfully raises USD 1050 million-
July-07 UTI Bank ties up with Tata Motors Ltd for Car Loans
June-07 UTI Banks expansion into Asia supported by FRS
May-07 UTI Bank launches Spice Rewards on the bankcards - Indias first-ever merchant-supported rewards program
April-07 UTI Bank opens a Financial Services Category I Branch in the DIFC in Dubai
Mar-07 UTI Bank ties up with Hyundai Motor India Ltd for Car Loans
Mar-07 UTI Bank ties up with IIFCL to provide finance for infrastructural projects in the country
Mar-07 UTI Bank launches Car Loans in association with Maruti Udyog Ltd
Mar-07 UTI Bank opens a Full Licence Bank Branch in Hong Kong
Feb-07 Finance Minister Shri P Chidambaram Launches Shriram - UTI Bank Co - Branded Credit Card
Exclusively For Small Road Transport Operators (SRTOS)
Feb-07 UTI Bank announces the launch of its Meal Card
Feb-07 UTI Bank announces the launch of its Gift Card
Feb-07 LIC Premium payment now through UTI Bank Branches
Jan-07 UTI bank opens Priority Banking branch in Mumbai and Kolkata
Nov-06 UTI Bank opens Priority Banking Lounge in Pune
Sep-06 UTI Bank launches operations of UBL Sales its Sales Subsidiary - Inaugurates its first office in Bangalore
Aug-06 UTI Bank announces the launch of its Credit Card Business
Aug-06 UTI Bank becomes the first Indian Bank to successfully issue Foreign Currency Hybrid Capital in the International Market
Aug-06 UTI Bank Business Gold Debit Card MasterCard Launched - Designed for business related spending by SMEs and self employed professionals
Aug-06 UTI Bank announces the scheme of issuance of Senior Citizen ID Card in association with Dignity Foundation
Aug-06 UTI Bank rolls out its 2000th ATM
July-06 UTI Bank opens Representative Office in Shanghai
May-06 UTI Bank and LIC join hands to launch an Annuity Card for group pensioners of LIC
May-06 UTI Bank ties up with Geojit Financial Services to offer Online Trading service to its customers
Apr-06 UTI Bank opens its first international branch in Singapore
Jan-06 UTI Bank and UTI Mutual Fund to launch a new service for sale and redemption of mutual fund schemes through the Banks ATMs across the country
Dec-05 UTI Bank wins International Financing Review (IFR) Asia India Bond House award for the year 2005
Oct-05 UTI Bank extends banking services to the rural milk producers in Anand and Kheda districts in Gujarat
July-05 UTI Bank and Visa International launch Mobile Refill facility - Anytime Anywhere Pre-Paid Mobile Refill for all Visa Cardholders in India
May-05 UTI Bank and Bajaj Allianz join hands to distribute general insurance products
Apr-05 UTI Bank launches Smart Privilege - a special bank account designed for women
Mar-05 MTNL ties up with UTI Bank for payment of telephone bills through the Banks ATM network
Mar-05 UTI Bank gets listed on the London Stock Exchange raises US$ 23930 million through Global
Mar-05 Depositary Receipts (GDRs)
Feb-05 UTI Bank appointed by Government of Karnataka as the sole banker for the Bangalore One (B1) project
Feb-05 UTI Bank launches a powerful version of Kisan Credit Card
Jan-05 UTI Bank ties up with Remit2India to launch the Remittance Card
Mar-04 UTI Bank enables premium payment of LIC policies through its ATMs
Feb-04 Bilateral arrangement between State Bank of India (and its 7 associate member banks) and UTI Bank comes into force with the commencement of operations (as on 3rd February 04) of the combined network of over 4000 ATMs
Feb-04 UTI Bank (by pursuing a proactive strategy of forging bilateral agreements and being a progressive player in the multi-lateral consortiums for shared ATM network) offers its customers access to over 7000 ATMs across the country - the largest to be offered by any bank in India so far
Dec-03 Bank inaugurated its ATM at Thegu near the Nathula Pass in Sikkim This ATM is at the highest altitude in India
Sep-03 The Banks ATMs across the country crosses the thousand mark
Sep-03 Bank launches the Travel Currency Card
Aug-03 The Banks Debit Card crosses the one million mark
Aug-03 Total Advances cross Rs 7000 Crore
May-03 Bank declares a net profit of Rs 19218 crores for FY03 a growth of 43 over the previous year
Mar-03 Bank signs Agreement with Employees Provident Fund Organization (EPFO) for disbursement of Pension
Mar-03 Bank crosses the 800 ATM mark
Mar-03 The Bank issues 38362834 fully paid up equity shares totaling to Rs 16400 crores through a
Mar-03 Preferential offer to Life Insurance Corporation of India (now constituting 1354 of
Mar-03 the Banks expanded equity) Citicorp Banking Corporation Bahrain (holding 384) ChrysCapital I
Mar-03 LLC Mauritius (holding 384) and Karur Vysya Bank Ltd(constituting 100) The Bank also
Mar-03 Increases the authorised share capital of the Bank from Rs 230 crores to Rs 300 crores
Feb-03 Bank in a pioneering move launches the AT PAR Cheque facility free of cost for all its Savings Bank customers
Feb-03 Bank wins mandate to set up 14 ATMs at the Western Railway stations along the Mumbai division
Oct-02 Bank launches Corporate iConnect - the Internet Banking facility for Corporates
Aug-02 Bank signs MoU with BSNL regarding bill collection services across the country through both online and offline channels
Apr-02 Bank opens its 500th ATM
Mar-02 Deposits Cross Rs12 000 Crore
Jan-02 The Banks 100th branch opens at TuticorinTamilnadu
Jan-02 The Bank opens an ATM at the Gol Dak-Khana ie the New Delhi GPO making it the first instance of a commercial bank setting up an ATM at any post-office in the country
Dec-01 Total Advances cross Rs 5000 Crore
Nov-01 The deposit base for the Bank crosses Rs 10000 Crore
Sep-01 Private placement of 26 stake in the Bank to CDC Capital Partners UTI holding reduces to 4488
Aug-01 Bank signs MoU with India Post for introducing value added financial products and services to customers of both organizations including setting up of UTI Bank ATMs in post offices
July-01 Bank ties up with Govt of Andhra Pradesh for collection of commercial tax
Dec-00 Bank opens its 200th ATM It becomes the 2nd largest ATM network in the country a position held even today
Oct-00 Bank becomes fully networked
July-00 E-commerce initiatives announced
July-00 Financial Advisory Services offered beginning with marketing of US 64
Apr-00 UTI Bank calls off its proposed merger with Global Trust Bank and surges ahead on its own
Apr-00 Bank launches its Internet banking module iConnect Retail loans introduced for the first time by the Bank
Mar-00 Profits cross Rs 50 crore mark for the first time
Feb-00 Bank adopts Finacle software from Infosys for core banking
Jan-00 DrPJ Nayak takes over as Chairman and Managing Director from Shri Supriya Gupta
Sep-99 Cash management services (CMS) launched Co branded credit card launched
Mar-99 Deposits cross Rs3000 crores
Sep-98 UTI Bank goes public with a Rs 71 crore public issue Issue over-subscribed 12 times over 1 lakh retail investors UTI holding reduces to 6085
Jun-96 Crosses Rs1000 crore deposit mark
Mar-95 Completes first profitable year in operation
Apr-94 First branch of UTI Bank inaugurated at Ahmedabad by Dr Manmohan Singh Honble Finance Minister Government of India
Dec-93 UTI Bank comes into being
Dec-93 Registered office at Ahmedabad Head office at Mumbai
Challenges Ahead
(i) Improving profitability The most direct result of the banking reforms is increasing
competition and narrowing of spreads and its impact on the profitability of banks The
challenge for banks is how to manage with thinning margins while at the same time
working to improve productivity which remains low in relation to global standards This
is particularly important because with dilution in banksrsquo equity analysts and shareholders
now closely track their performance Thus with falling spreads rising provision for
NPAs and falling interest rates greater attention will need to be paid to reducing
transaction costs This will require tremendous efforts in the area of technology and for
banks to build capabilities to handle much bigger volumes
(ii) Reinforcing technology Technology has thus become a strategic and integral part of
banking driving banks to acquire and implement world class systems that enable them to
provide products and services in large volumes at a competitive cost with better risk
management practices The pressure to undertake extensive computerization is very real
as banks that adopt the latest in technology have an edge over others Customers have
become very demanding and banks have to deliver customized products through multiple
channels allowing customers access to the bank round the clock
(iii) Risk management The deregulated environment brings in its wake risks along with
profitable opportunities and technology plays a crucial role in managing these risks In
addition to being exposed to credit risk market risk and operational risk the business of
banks would be susceptible to country risk which will be heightened as controls on the
movement of capital are eased In this context banks are upgrading their credit
assessment and risk management skills and retraining staff developing a cadre of
specialists and introducing technology driven management information systems
(iv) Sharpening skills The far-reaching changes in the banking and financial sector
entail a fundamental shift in the set of skills required in banking To meet increased
competition and manage risks the demand for specialized banking functions using IT as
a competitive tool is set to go up Special skills in retail banking treasury risk
management foreign exchange development banking etc will need to be carefully
nurtured and built Thus the twin pillars of the banking sector ie human resources and
IT will have to be strengthened
(v) Greater customer orientation In todayrsquos competitive environment banks will have
to strive to attract and retain customers by introducing innovative products enhancing the
quality of customer service and marketing a variety of products through diverse channels
targeted at specific customer groups
(vi) Corporate governance Besides using their strengths and strategic initiatives for
creating shareholder value banks have to be conscious of their responsibilities towards
corporate governance Financial liberalization as the ownership of banks gets broad
based the importance of institutional and individual shareholders will increase In such a
scenario banks will need to put in place a code for corporate governance for benefiting
all stakeholders of a corporate entity
(vii) International standards Introducing internationally followed best practices and
observing universally acceptable standards and codes is necessary for strengthening the
domestic financial architecture This includes best practices in the area of corporate
governance along with full transparency in disclosures In todays globalize world
focusing on the observance of standards will help smooth integration with world financial
Chapter II
Objective amp Methodology
significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
Research Objectives
To find out the level of customer awareness about the name change in name from
UTI Bank to Axis Bank
To find out the source of customer awareness
To find out the perception before and after change of nameUTI Bank to Axis Bank
To measuring the level of awareness of customers after the branding of Axis Bank
To measure the Impact of Branding upon customers and their perception about the name
changed
Scope and Plan of the Study
This project will help me to understand the consumer awareness level of customers
regarding the name change from UTI Bank to Axis Bank
This project work will also be helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
The growth in the Indian Banking Industry has been more qualitative than quantitative
and it is expected to remain the same in the coming years Based on the projections made
in the India Vision 2020 prepared by the Planning Commission and the Draft 10th Plan
the report forecasts that the pace of expansion in the balance-sheets of banks is likely to
decelerate The total asset of all scheduled commercial banks by end-March 2010 is
estimated at Rs 4090000 crores That will comprise about 65 per cent of GDP at current
market prices as compared to 67 per cent in 2002-03 Bank assets are expected to grow at
an annual composite rate of 134 per cent during the rest of the decade as against the
growth rate of 167 per cent that existed between 1994-95 and 2002-03 It is expected that
there will be large additions to the capital base and reserves on the liability side
This project has future scope for me as I am working with Axis Bank This project helps
me to understand the consumer awareness level of customers regarding the name change
from UTI Bank to Axis Bank
This project work is also helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
Methodology
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
Results at a Glance
bull Net Profit rose to Rs 56204 crores during Q1FY10 from Rs 33014 crores in Q1FY09 registeringa growth of 7024 yoy
bull Balance Sheet Size increased 2418 yoy from Rs 113660 crores
at the end of Q1FY09 to Rs141142 crores at the end of Q1FY10
bull Demand Deposits rose 2462 yoy from Rs 35449 crores at the
end of Q1FY09 to Rs 44176crores at the end of Q1FY10 On a daily
average basis demand deposits grew by 2475 toRs 39739 crores
in Q1 FY10 from Rs 31854 crores in Q1 FY09
bull The Bank is well capitalised with a Capital Adequacy Ratio of
1528 at the end of Q1 FY10compared to 1325 at the end of
Q1FY09 and 1369 at the end of FY2009 The Tier - Icapital was
39 at the end of the quarter against 993 at the end of June
2008 and 926at the end of FY2009
38 in Q1 FY09 The Bankrsquos Capital Adequacy Ratio was 1528 as at end June 2009 as
compared to 1325 as at end June 2008 and a Tier-I ratio of 939 as compared to 993
as at end June 2008 The diluted quarterly EPS at Rs 1550 was 7165 higher than the EPS
of Rs 903 in the first quarter of the previous year
9
FINANCIAL HIGHLIGHTS
bull Net Interest Income (NII) and Net Interest Margins (NIM)
The Bank continued to build a wide presence through its 861 Branches amp Extension Counters
and 3723 ATMs across 534 cities and towns During the quarter the Bank added 26
Branches amp Extension Counters and 128 ATMs The daily average balances of Savings Bank
deposits during the quarter grew 33 yoy and those of Current Accounts grew 15 yoy ]
Demand deposits constituted 37 of the total daily average deposits during Q1 FY10 at
nearly the same level (38) as in Q1 FY09 and higher than the level of 35 in Q4FY20 As
a result the Bank posted a Net Interest Margin of 334 marginally lower than the NIM of
337 in Q4FY09 and 335 for Q1FY09
The Bankrsquos advances grew by 28 from Rs 61160 crores as at end June 2008 to Rs 78105
crores as at end June 2009 while investments rose to Rs 46328 crores from Rs 35718
crores a growth of 30 yoy The Net Interest Income rose to Rs 1046 crores in Q1FY10
from Rs 810 crores in Q1FY09 a growth of 29 yoy
bull Fee income
Fee Income registered a growth of 17 yoy rising to Rs 62663 crores in Q1FY10
compared to Rs 53727 crores in Q1FY09 with contributions from all major businesses
in the Bank Fee income from Treasury grew at 55 yoy followed by that from Retail
10
Banking (21 yoy) Business Banking (19 yoy) Large amp Mid Corporate Credit (15
yoy) and SME amp Agri lending businesses (8 yoy)
bull Trading Profits
The Bank generated Rs 32607 crores of Trading Profits in Q1FY10 as compared to Rs
5731 crores in Q1FY09 a growth of 46896 yoy The share of Trading Profits to the
Operating Revenue increased from 399 in Q1FY09 to 1627 in Q1FY10
bull NPAs and restructured loans
Net NPAs as a proportion of Net Customer Assets increased to 041 as at the end of June
2009 compared to 035 as at end March 2009 and was below the level of 047 as at end
June 2008 Gross NPAs as a proportion of Gross Customer Assets were at 101 at end June
2009 compared to 096 as at end March 2009 and 092 as at end June 2008 The Bank
had a provision coverage of 8588 at the end of June 2009 (as a proportion of Gross NPAs
together with accumulated write-offs) If the
accumulated write-offs are excluded provisions held as a proportion of Gross NPAs would
constitute 5989 as at end June 2009
The Bank has restructured loans aggregating Rs 99595 crores during the quarter of which
Rs 18286 crores were restructured under the CDR mechanism Of the total loans
restructured during the quarter loans aggregating Rs 10171 crores were restructured for a
second time in terms of the Reserve Bank of India dispensation The cumulative value of
assets restructured upto 30th June 2009 was Rs 252010 crores constituting 277 of gross
customer assets The diminution in fair value against the restructured loans during the quarter
was Rs 34 crores and has been provided for
11
The segment-wise break-up of the restructured loans for loans restructured in the quarter is
as follows
LargeMid-Corporate 71SME 19Capital Market 4Agriculture 6
The sector-wise breakup of loans restructured during the quarter is as follows
Oil amp Gas 48Textiles 17Real Estate 6Steel 5Others 24
bull Investment Portfolio
The book value of the Bankrsquos investment portfolio as at end June 2009 was Rs 46328
crores of which Rs 26859 crores was in government securities while Rs 19469 crores
was in other investments including corporate bonds equities preference shares mutual
funds etc 91 of the government securities have been classified in the HTM category
while 99 of the corporate bond portfolio has been classified in the HFT and AFS
categories The distribution of the investment portfolio in the three categories as well as
the modified duration in each category was as follows
Category Percentage Duration
HFT 064 57 years
12
AFS 4186 35 years
HTM 5750 56 years
BUSINESS OVERVIEW
bull Cash Management Services
Under Cash Management Services the Bank handled a cash remittance throughput of Rs
255759 crores in Q1FY10 as compared to a throughput of Rs 360318 crores in
Q4FY09 and higher than the throughput of Rs 240102 crores during Q1FY09 The
number of CMS clients has grown to 5089 as at end June 2009
bull Placement Syndication and Project Advisory
The Bank maintained its No1 rank as Debt Arranger as assessed by Prime Database for
the year ended March 2009 Further in the Bloomberg league table for lsquoIndia Domestic
Bondsrsquo the Bank has been ranked No1 for the quarter ended June 2009 The Bank was
the arranger of debt aggregating Rs 14630 crores during Q1FY10 as compared to Rs
27206 crores during Q4FY09 and substantially higher than Rs 7649 crores in Q1FY09
a growth of 91 yoy The Bank continues to strengthen its focus on project advisory
services
bull Retail Business
The number of Savings Bank accounts grew from 6523 lakhs as at end June 2008 to
7541 lakhs as at end June 2009
1048707Retail Asset Products Retail advances grew from Rs 14638 crores as at end
June 2008 to Rs 16780 crores as at end June 2009 a growth of 15 yoy Retail
13
Advances accounted for 21 of the total Advances of the Bank as at the end of June
2009 The Bank has set up 64 Retail Asset Centres (RACs) for focussed retail
lending
1048707Card products The Banks International Debit Card issuance has risen to 124
lakh debit cards as at end June 2009 as compared to 95 lakh cards as at end June
2008 The Bank had over 543000 Credit Cards in force as at end June 2009 The
Bank has an installed base of over 123000 Electronic Data Capture (EDC) machines
as at end June 2009
1048707Wealth Advisory Services and Third Party Products The Bank offers Wealth
Advisory Services and Mohur - Gold Coins and bars - through its select branches and
Personal Investment Products including Mutual Funds Life Insurance products in
association with Metlife India General Insurance products in association with Bajaj
Allianz Insurance and Online trading accounts in association with Geojit Securities
bull International Business
The Bank has five international offices ndash branches at Singapore Hong Kong and Dubai
(at the DIFC) and Representative Offices in Shanghai and Dubai - with focus on
corporate lending trade finance syndication investment banking risk management and
liability businesses The total assets under
14
overseas operations amounted to US$ 218 billion as at end June 2009 as compared to
US$ 180 billion as at end June 2008 a growth of 21 yoy
bull Capital amp Net Worth
The Net Worth of the Bank was Rs 10282 crores as at end June 2009 as compared to Rs
8742 crores as at end June 2008 a growth of 18 yoy The Capital Adequacy Ratio for
the Bank was 1528 as at end June 2009 as compared to 1325 as at end June 2008
The Tier - I capital amounted to 939 as at end June 2009 as against 993 as at end
June 2008
Milestones
Mar-08 Axis Bank launches Platinum Credit Card Indias first EMV chip based card
Dec-07 Axis Bank gets AAA National Long-Term Rating from Fitch Ratings
Sept-07 Axis Bank ties up with Banque Priveacutee Edmond de Rothschild Europe for Wealth Management
July-07 UTI Bank re-brands itself as Axis Bank
July-07 UTI Bank successfully raises USD 1050 million-
July-07 UTI Bank ties up with Tata Motors Ltd for Car Loans
June-07 UTI Banks expansion into Asia supported by FRS
May-07 UTI Bank launches Spice Rewards on the bankcards - Indias first-ever merchant-supported rewards program
April-07 UTI Bank opens a Financial Services Category I Branch in the DIFC in Dubai
Mar-07 UTI Bank ties up with Hyundai Motor India Ltd for Car Loans
Mar-07 UTI Bank ties up with IIFCL to provide finance for infrastructural projects in the country
Mar-07 UTI Bank launches Car Loans in association with Maruti Udyog Ltd
Mar-07 UTI Bank opens a Full Licence Bank Branch in Hong Kong
Feb-07 Finance Minister Shri P Chidambaram Launches Shriram - UTI Bank Co - Branded Credit Card
Exclusively For Small Road Transport Operators (SRTOS)
Feb-07 UTI Bank announces the launch of its Meal Card
Feb-07 UTI Bank announces the launch of its Gift Card
Feb-07 LIC Premium payment now through UTI Bank Branches
Jan-07 UTI bank opens Priority Banking branch in Mumbai and Kolkata
Nov-06 UTI Bank opens Priority Banking Lounge in Pune
Sep-06 UTI Bank launches operations of UBL Sales its Sales Subsidiary - Inaugurates its first office in Bangalore
Aug-06 UTI Bank announces the launch of its Credit Card Business
Aug-06 UTI Bank becomes the first Indian Bank to successfully issue Foreign Currency Hybrid Capital in the International Market
Aug-06 UTI Bank Business Gold Debit Card MasterCard Launched - Designed for business related spending by SMEs and self employed professionals
Aug-06 UTI Bank announces the scheme of issuance of Senior Citizen ID Card in association with Dignity Foundation
Aug-06 UTI Bank rolls out its 2000th ATM
July-06 UTI Bank opens Representative Office in Shanghai
May-06 UTI Bank and LIC join hands to launch an Annuity Card for group pensioners of LIC
May-06 UTI Bank ties up with Geojit Financial Services to offer Online Trading service to its customers
Apr-06 UTI Bank opens its first international branch in Singapore
Jan-06 UTI Bank and UTI Mutual Fund to launch a new service for sale and redemption of mutual fund schemes through the Banks ATMs across the country
Dec-05 UTI Bank wins International Financing Review (IFR) Asia India Bond House award for the year 2005
Oct-05 UTI Bank extends banking services to the rural milk producers in Anand and Kheda districts in Gujarat
July-05 UTI Bank and Visa International launch Mobile Refill facility - Anytime Anywhere Pre-Paid Mobile Refill for all Visa Cardholders in India
May-05 UTI Bank and Bajaj Allianz join hands to distribute general insurance products
Apr-05 UTI Bank launches Smart Privilege - a special bank account designed for women
Mar-05 MTNL ties up with UTI Bank for payment of telephone bills through the Banks ATM network
Mar-05 UTI Bank gets listed on the London Stock Exchange raises US$ 23930 million through Global
Mar-05 Depositary Receipts (GDRs)
Feb-05 UTI Bank appointed by Government of Karnataka as the sole banker for the Bangalore One (B1) project
Feb-05 UTI Bank launches a powerful version of Kisan Credit Card
Jan-05 UTI Bank ties up with Remit2India to launch the Remittance Card
Mar-04 UTI Bank enables premium payment of LIC policies through its ATMs
Feb-04 Bilateral arrangement between State Bank of India (and its 7 associate member banks) and UTI Bank comes into force with the commencement of operations (as on 3rd February 04) of the combined network of over 4000 ATMs
Feb-04 UTI Bank (by pursuing a proactive strategy of forging bilateral agreements and being a progressive player in the multi-lateral consortiums for shared ATM network) offers its customers access to over 7000 ATMs across the country - the largest to be offered by any bank in India so far
Dec-03 Bank inaugurated its ATM at Thegu near the Nathula Pass in Sikkim This ATM is at the highest altitude in India
Sep-03 The Banks ATMs across the country crosses the thousand mark
Sep-03 Bank launches the Travel Currency Card
Aug-03 The Banks Debit Card crosses the one million mark
Aug-03 Total Advances cross Rs 7000 Crore
May-03 Bank declares a net profit of Rs 19218 crores for FY03 a growth of 43 over the previous year
Mar-03 Bank signs Agreement with Employees Provident Fund Organization (EPFO) for disbursement of Pension
Mar-03 Bank crosses the 800 ATM mark
Mar-03 The Bank issues 38362834 fully paid up equity shares totaling to Rs 16400 crores through a
Mar-03 Preferential offer to Life Insurance Corporation of India (now constituting 1354 of
Mar-03 the Banks expanded equity) Citicorp Banking Corporation Bahrain (holding 384) ChrysCapital I
Mar-03 LLC Mauritius (holding 384) and Karur Vysya Bank Ltd(constituting 100) The Bank also
Mar-03 Increases the authorised share capital of the Bank from Rs 230 crores to Rs 300 crores
Feb-03 Bank in a pioneering move launches the AT PAR Cheque facility free of cost for all its Savings Bank customers
Feb-03 Bank wins mandate to set up 14 ATMs at the Western Railway stations along the Mumbai division
Oct-02 Bank launches Corporate iConnect - the Internet Banking facility for Corporates
Aug-02 Bank signs MoU with BSNL regarding bill collection services across the country through both online and offline channels
Apr-02 Bank opens its 500th ATM
Mar-02 Deposits Cross Rs12 000 Crore
Jan-02 The Banks 100th branch opens at TuticorinTamilnadu
Jan-02 The Bank opens an ATM at the Gol Dak-Khana ie the New Delhi GPO making it the first instance of a commercial bank setting up an ATM at any post-office in the country
Dec-01 Total Advances cross Rs 5000 Crore
Nov-01 The deposit base for the Bank crosses Rs 10000 Crore
Sep-01 Private placement of 26 stake in the Bank to CDC Capital Partners UTI holding reduces to 4488
Aug-01 Bank signs MoU with India Post for introducing value added financial products and services to customers of both organizations including setting up of UTI Bank ATMs in post offices
July-01 Bank ties up with Govt of Andhra Pradesh for collection of commercial tax
Dec-00 Bank opens its 200th ATM It becomes the 2nd largest ATM network in the country a position held even today
Oct-00 Bank becomes fully networked
July-00 E-commerce initiatives announced
July-00 Financial Advisory Services offered beginning with marketing of US 64
Apr-00 UTI Bank calls off its proposed merger with Global Trust Bank and surges ahead on its own
Apr-00 Bank launches its Internet banking module iConnect Retail loans introduced for the first time by the Bank
Mar-00 Profits cross Rs 50 crore mark for the first time
Feb-00 Bank adopts Finacle software from Infosys for core banking
Jan-00 DrPJ Nayak takes over as Chairman and Managing Director from Shri Supriya Gupta
Sep-99 Cash management services (CMS) launched Co branded credit card launched
Mar-99 Deposits cross Rs3000 crores
Sep-98 UTI Bank goes public with a Rs 71 crore public issue Issue over-subscribed 12 times over 1 lakh retail investors UTI holding reduces to 6085
Jun-96 Crosses Rs1000 crore deposit mark
Mar-95 Completes first profitable year in operation
Apr-94 First branch of UTI Bank inaugurated at Ahmedabad by Dr Manmohan Singh Honble Finance Minister Government of India
Dec-93 UTI Bank comes into being
Dec-93 Registered office at Ahmedabad Head office at Mumbai
Challenges Ahead
(i) Improving profitability The most direct result of the banking reforms is increasing
competition and narrowing of spreads and its impact on the profitability of banks The
challenge for banks is how to manage with thinning margins while at the same time
working to improve productivity which remains low in relation to global standards This
is particularly important because with dilution in banksrsquo equity analysts and shareholders
now closely track their performance Thus with falling spreads rising provision for
NPAs and falling interest rates greater attention will need to be paid to reducing
transaction costs This will require tremendous efforts in the area of technology and for
banks to build capabilities to handle much bigger volumes
(ii) Reinforcing technology Technology has thus become a strategic and integral part of
banking driving banks to acquire and implement world class systems that enable them to
provide products and services in large volumes at a competitive cost with better risk
management practices The pressure to undertake extensive computerization is very real
as banks that adopt the latest in technology have an edge over others Customers have
become very demanding and banks have to deliver customized products through multiple
channels allowing customers access to the bank round the clock
(iii) Risk management The deregulated environment brings in its wake risks along with
profitable opportunities and technology plays a crucial role in managing these risks In
addition to being exposed to credit risk market risk and operational risk the business of
banks would be susceptible to country risk which will be heightened as controls on the
movement of capital are eased In this context banks are upgrading their credit
assessment and risk management skills and retraining staff developing a cadre of
specialists and introducing technology driven management information systems
(iv) Sharpening skills The far-reaching changes in the banking and financial sector
entail a fundamental shift in the set of skills required in banking To meet increased
competition and manage risks the demand for specialized banking functions using IT as
a competitive tool is set to go up Special skills in retail banking treasury risk
management foreign exchange development banking etc will need to be carefully
nurtured and built Thus the twin pillars of the banking sector ie human resources and
IT will have to be strengthened
(v) Greater customer orientation In todayrsquos competitive environment banks will have
to strive to attract and retain customers by introducing innovative products enhancing the
quality of customer service and marketing a variety of products through diverse channels
targeted at specific customer groups
(vi) Corporate governance Besides using their strengths and strategic initiatives for
creating shareholder value banks have to be conscious of their responsibilities towards
corporate governance Financial liberalization as the ownership of banks gets broad
based the importance of institutional and individual shareholders will increase In such a
scenario banks will need to put in place a code for corporate governance for benefiting
all stakeholders of a corporate entity
(vii) International standards Introducing internationally followed best practices and
observing universally acceptable standards and codes is necessary for strengthening the
domestic financial architecture This includes best practices in the area of corporate
governance along with full transparency in disclosures In todays globalize world
focusing on the observance of standards will help smooth integration with world financial
Chapter II
Objective amp Methodology
significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
Research Objectives
To find out the level of customer awareness about the name change in name from
UTI Bank to Axis Bank
To find out the source of customer awareness
To find out the perception before and after change of nameUTI Bank to Axis Bank
To measuring the level of awareness of customers after the branding of Axis Bank
To measure the Impact of Branding upon customers and their perception about the name
changed
Scope and Plan of the Study
This project will help me to understand the consumer awareness level of customers
regarding the name change from UTI Bank to Axis Bank
This project work will also be helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
The growth in the Indian Banking Industry has been more qualitative than quantitative
and it is expected to remain the same in the coming years Based on the projections made
in the India Vision 2020 prepared by the Planning Commission and the Draft 10th Plan
the report forecasts that the pace of expansion in the balance-sheets of banks is likely to
decelerate The total asset of all scheduled commercial banks by end-March 2010 is
estimated at Rs 4090000 crores That will comprise about 65 per cent of GDP at current
market prices as compared to 67 per cent in 2002-03 Bank assets are expected to grow at
an annual composite rate of 134 per cent during the rest of the decade as against the
growth rate of 167 per cent that existed between 1994-95 and 2002-03 It is expected that
there will be large additions to the capital base and reserves on the liability side
This project has future scope for me as I am working with Axis Bank This project helps
me to understand the consumer awareness level of customers regarding the name change
from UTI Bank to Axis Bank
This project work is also helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
Methodology
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
FINANCIAL HIGHLIGHTS
bull Net Interest Income (NII) and Net Interest Margins (NIM)
The Bank continued to build a wide presence through its 861 Branches amp Extension Counters
and 3723 ATMs across 534 cities and towns During the quarter the Bank added 26
Branches amp Extension Counters and 128 ATMs The daily average balances of Savings Bank
deposits during the quarter grew 33 yoy and those of Current Accounts grew 15 yoy ]
Demand deposits constituted 37 of the total daily average deposits during Q1 FY10 at
nearly the same level (38) as in Q1 FY09 and higher than the level of 35 in Q4FY20 As
a result the Bank posted a Net Interest Margin of 334 marginally lower than the NIM of
337 in Q4FY09 and 335 for Q1FY09
The Bankrsquos advances grew by 28 from Rs 61160 crores as at end June 2008 to Rs 78105
crores as at end June 2009 while investments rose to Rs 46328 crores from Rs 35718
crores a growth of 30 yoy The Net Interest Income rose to Rs 1046 crores in Q1FY10
from Rs 810 crores in Q1FY09 a growth of 29 yoy
bull Fee income
Fee Income registered a growth of 17 yoy rising to Rs 62663 crores in Q1FY10
compared to Rs 53727 crores in Q1FY09 with contributions from all major businesses
in the Bank Fee income from Treasury grew at 55 yoy followed by that from Retail
10
Banking (21 yoy) Business Banking (19 yoy) Large amp Mid Corporate Credit (15
yoy) and SME amp Agri lending businesses (8 yoy)
bull Trading Profits
The Bank generated Rs 32607 crores of Trading Profits in Q1FY10 as compared to Rs
5731 crores in Q1FY09 a growth of 46896 yoy The share of Trading Profits to the
Operating Revenue increased from 399 in Q1FY09 to 1627 in Q1FY10
bull NPAs and restructured loans
Net NPAs as a proportion of Net Customer Assets increased to 041 as at the end of June
2009 compared to 035 as at end March 2009 and was below the level of 047 as at end
June 2008 Gross NPAs as a proportion of Gross Customer Assets were at 101 at end June
2009 compared to 096 as at end March 2009 and 092 as at end June 2008 The Bank
had a provision coverage of 8588 at the end of June 2009 (as a proportion of Gross NPAs
together with accumulated write-offs) If the
accumulated write-offs are excluded provisions held as a proportion of Gross NPAs would
constitute 5989 as at end June 2009
The Bank has restructured loans aggregating Rs 99595 crores during the quarter of which
Rs 18286 crores were restructured under the CDR mechanism Of the total loans
restructured during the quarter loans aggregating Rs 10171 crores were restructured for a
second time in terms of the Reserve Bank of India dispensation The cumulative value of
assets restructured upto 30th June 2009 was Rs 252010 crores constituting 277 of gross
customer assets The diminution in fair value against the restructured loans during the quarter
was Rs 34 crores and has been provided for
11
The segment-wise break-up of the restructured loans for loans restructured in the quarter is
as follows
LargeMid-Corporate 71SME 19Capital Market 4Agriculture 6
The sector-wise breakup of loans restructured during the quarter is as follows
Oil amp Gas 48Textiles 17Real Estate 6Steel 5Others 24
bull Investment Portfolio
The book value of the Bankrsquos investment portfolio as at end June 2009 was Rs 46328
crores of which Rs 26859 crores was in government securities while Rs 19469 crores
was in other investments including corporate bonds equities preference shares mutual
funds etc 91 of the government securities have been classified in the HTM category
while 99 of the corporate bond portfolio has been classified in the HFT and AFS
categories The distribution of the investment portfolio in the three categories as well as
the modified duration in each category was as follows
Category Percentage Duration
HFT 064 57 years
12
AFS 4186 35 years
HTM 5750 56 years
BUSINESS OVERVIEW
bull Cash Management Services
Under Cash Management Services the Bank handled a cash remittance throughput of Rs
255759 crores in Q1FY10 as compared to a throughput of Rs 360318 crores in
Q4FY09 and higher than the throughput of Rs 240102 crores during Q1FY09 The
number of CMS clients has grown to 5089 as at end June 2009
bull Placement Syndication and Project Advisory
The Bank maintained its No1 rank as Debt Arranger as assessed by Prime Database for
the year ended March 2009 Further in the Bloomberg league table for lsquoIndia Domestic
Bondsrsquo the Bank has been ranked No1 for the quarter ended June 2009 The Bank was
the arranger of debt aggregating Rs 14630 crores during Q1FY10 as compared to Rs
27206 crores during Q4FY09 and substantially higher than Rs 7649 crores in Q1FY09
a growth of 91 yoy The Bank continues to strengthen its focus on project advisory
services
bull Retail Business
The number of Savings Bank accounts grew from 6523 lakhs as at end June 2008 to
7541 lakhs as at end June 2009
1048707Retail Asset Products Retail advances grew from Rs 14638 crores as at end
June 2008 to Rs 16780 crores as at end June 2009 a growth of 15 yoy Retail
13
Advances accounted for 21 of the total Advances of the Bank as at the end of June
2009 The Bank has set up 64 Retail Asset Centres (RACs) for focussed retail
lending
1048707Card products The Banks International Debit Card issuance has risen to 124
lakh debit cards as at end June 2009 as compared to 95 lakh cards as at end June
2008 The Bank had over 543000 Credit Cards in force as at end June 2009 The
Bank has an installed base of over 123000 Electronic Data Capture (EDC) machines
as at end June 2009
1048707Wealth Advisory Services and Third Party Products The Bank offers Wealth
Advisory Services and Mohur - Gold Coins and bars - through its select branches and
Personal Investment Products including Mutual Funds Life Insurance products in
association with Metlife India General Insurance products in association with Bajaj
Allianz Insurance and Online trading accounts in association with Geojit Securities
bull International Business
The Bank has five international offices ndash branches at Singapore Hong Kong and Dubai
(at the DIFC) and Representative Offices in Shanghai and Dubai - with focus on
corporate lending trade finance syndication investment banking risk management and
liability businesses The total assets under
14
overseas operations amounted to US$ 218 billion as at end June 2009 as compared to
US$ 180 billion as at end June 2008 a growth of 21 yoy
bull Capital amp Net Worth
The Net Worth of the Bank was Rs 10282 crores as at end June 2009 as compared to Rs
8742 crores as at end June 2008 a growth of 18 yoy The Capital Adequacy Ratio for
the Bank was 1528 as at end June 2009 as compared to 1325 as at end June 2008
The Tier - I capital amounted to 939 as at end June 2009 as against 993 as at end
June 2008
Milestones
Mar-08 Axis Bank launches Platinum Credit Card Indias first EMV chip based card
Dec-07 Axis Bank gets AAA National Long-Term Rating from Fitch Ratings
Sept-07 Axis Bank ties up with Banque Priveacutee Edmond de Rothschild Europe for Wealth Management
July-07 UTI Bank re-brands itself as Axis Bank
July-07 UTI Bank successfully raises USD 1050 million-
July-07 UTI Bank ties up with Tata Motors Ltd for Car Loans
June-07 UTI Banks expansion into Asia supported by FRS
May-07 UTI Bank launches Spice Rewards on the bankcards - Indias first-ever merchant-supported rewards program
April-07 UTI Bank opens a Financial Services Category I Branch in the DIFC in Dubai
Mar-07 UTI Bank ties up with Hyundai Motor India Ltd for Car Loans
Mar-07 UTI Bank ties up with IIFCL to provide finance for infrastructural projects in the country
Mar-07 UTI Bank launches Car Loans in association with Maruti Udyog Ltd
Mar-07 UTI Bank opens a Full Licence Bank Branch in Hong Kong
Feb-07 Finance Minister Shri P Chidambaram Launches Shriram - UTI Bank Co - Branded Credit Card
Exclusively For Small Road Transport Operators (SRTOS)
Feb-07 UTI Bank announces the launch of its Meal Card
Feb-07 UTI Bank announces the launch of its Gift Card
Feb-07 LIC Premium payment now through UTI Bank Branches
Jan-07 UTI bank opens Priority Banking branch in Mumbai and Kolkata
Nov-06 UTI Bank opens Priority Banking Lounge in Pune
Sep-06 UTI Bank launches operations of UBL Sales its Sales Subsidiary - Inaugurates its first office in Bangalore
Aug-06 UTI Bank announces the launch of its Credit Card Business
Aug-06 UTI Bank becomes the first Indian Bank to successfully issue Foreign Currency Hybrid Capital in the International Market
Aug-06 UTI Bank Business Gold Debit Card MasterCard Launched - Designed for business related spending by SMEs and self employed professionals
Aug-06 UTI Bank announces the scheme of issuance of Senior Citizen ID Card in association with Dignity Foundation
Aug-06 UTI Bank rolls out its 2000th ATM
July-06 UTI Bank opens Representative Office in Shanghai
May-06 UTI Bank and LIC join hands to launch an Annuity Card for group pensioners of LIC
May-06 UTI Bank ties up with Geojit Financial Services to offer Online Trading service to its customers
Apr-06 UTI Bank opens its first international branch in Singapore
Jan-06 UTI Bank and UTI Mutual Fund to launch a new service for sale and redemption of mutual fund schemes through the Banks ATMs across the country
Dec-05 UTI Bank wins International Financing Review (IFR) Asia India Bond House award for the year 2005
Oct-05 UTI Bank extends banking services to the rural milk producers in Anand and Kheda districts in Gujarat
July-05 UTI Bank and Visa International launch Mobile Refill facility - Anytime Anywhere Pre-Paid Mobile Refill for all Visa Cardholders in India
May-05 UTI Bank and Bajaj Allianz join hands to distribute general insurance products
Apr-05 UTI Bank launches Smart Privilege - a special bank account designed for women
Mar-05 MTNL ties up with UTI Bank for payment of telephone bills through the Banks ATM network
Mar-05 UTI Bank gets listed on the London Stock Exchange raises US$ 23930 million through Global
Mar-05 Depositary Receipts (GDRs)
Feb-05 UTI Bank appointed by Government of Karnataka as the sole banker for the Bangalore One (B1) project
Feb-05 UTI Bank launches a powerful version of Kisan Credit Card
Jan-05 UTI Bank ties up with Remit2India to launch the Remittance Card
Mar-04 UTI Bank enables premium payment of LIC policies through its ATMs
Feb-04 Bilateral arrangement between State Bank of India (and its 7 associate member banks) and UTI Bank comes into force with the commencement of operations (as on 3rd February 04) of the combined network of over 4000 ATMs
Feb-04 UTI Bank (by pursuing a proactive strategy of forging bilateral agreements and being a progressive player in the multi-lateral consortiums for shared ATM network) offers its customers access to over 7000 ATMs across the country - the largest to be offered by any bank in India so far
Dec-03 Bank inaugurated its ATM at Thegu near the Nathula Pass in Sikkim This ATM is at the highest altitude in India
Sep-03 The Banks ATMs across the country crosses the thousand mark
Sep-03 Bank launches the Travel Currency Card
Aug-03 The Banks Debit Card crosses the one million mark
Aug-03 Total Advances cross Rs 7000 Crore
May-03 Bank declares a net profit of Rs 19218 crores for FY03 a growth of 43 over the previous year
Mar-03 Bank signs Agreement with Employees Provident Fund Organization (EPFO) for disbursement of Pension
Mar-03 Bank crosses the 800 ATM mark
Mar-03 The Bank issues 38362834 fully paid up equity shares totaling to Rs 16400 crores through a
Mar-03 Preferential offer to Life Insurance Corporation of India (now constituting 1354 of
Mar-03 the Banks expanded equity) Citicorp Banking Corporation Bahrain (holding 384) ChrysCapital I
Mar-03 LLC Mauritius (holding 384) and Karur Vysya Bank Ltd(constituting 100) The Bank also
Mar-03 Increases the authorised share capital of the Bank from Rs 230 crores to Rs 300 crores
Feb-03 Bank in a pioneering move launches the AT PAR Cheque facility free of cost for all its Savings Bank customers
Feb-03 Bank wins mandate to set up 14 ATMs at the Western Railway stations along the Mumbai division
Oct-02 Bank launches Corporate iConnect - the Internet Banking facility for Corporates
Aug-02 Bank signs MoU with BSNL regarding bill collection services across the country through both online and offline channels
Apr-02 Bank opens its 500th ATM
Mar-02 Deposits Cross Rs12 000 Crore
Jan-02 The Banks 100th branch opens at TuticorinTamilnadu
Jan-02 The Bank opens an ATM at the Gol Dak-Khana ie the New Delhi GPO making it the first instance of a commercial bank setting up an ATM at any post-office in the country
Dec-01 Total Advances cross Rs 5000 Crore
Nov-01 The deposit base for the Bank crosses Rs 10000 Crore
Sep-01 Private placement of 26 stake in the Bank to CDC Capital Partners UTI holding reduces to 4488
Aug-01 Bank signs MoU with India Post for introducing value added financial products and services to customers of both organizations including setting up of UTI Bank ATMs in post offices
July-01 Bank ties up with Govt of Andhra Pradesh for collection of commercial tax
Dec-00 Bank opens its 200th ATM It becomes the 2nd largest ATM network in the country a position held even today
Oct-00 Bank becomes fully networked
July-00 E-commerce initiatives announced
July-00 Financial Advisory Services offered beginning with marketing of US 64
Apr-00 UTI Bank calls off its proposed merger with Global Trust Bank and surges ahead on its own
Apr-00 Bank launches its Internet banking module iConnect Retail loans introduced for the first time by the Bank
Mar-00 Profits cross Rs 50 crore mark for the first time
Feb-00 Bank adopts Finacle software from Infosys for core banking
Jan-00 DrPJ Nayak takes over as Chairman and Managing Director from Shri Supriya Gupta
Sep-99 Cash management services (CMS) launched Co branded credit card launched
Mar-99 Deposits cross Rs3000 crores
Sep-98 UTI Bank goes public with a Rs 71 crore public issue Issue over-subscribed 12 times over 1 lakh retail investors UTI holding reduces to 6085
Jun-96 Crosses Rs1000 crore deposit mark
Mar-95 Completes first profitable year in operation
Apr-94 First branch of UTI Bank inaugurated at Ahmedabad by Dr Manmohan Singh Honble Finance Minister Government of India
Dec-93 UTI Bank comes into being
Dec-93 Registered office at Ahmedabad Head office at Mumbai
Challenges Ahead
(i) Improving profitability The most direct result of the banking reforms is increasing
competition and narrowing of spreads and its impact on the profitability of banks The
challenge for banks is how to manage with thinning margins while at the same time
working to improve productivity which remains low in relation to global standards This
is particularly important because with dilution in banksrsquo equity analysts and shareholders
now closely track their performance Thus with falling spreads rising provision for
NPAs and falling interest rates greater attention will need to be paid to reducing
transaction costs This will require tremendous efforts in the area of technology and for
banks to build capabilities to handle much bigger volumes
(ii) Reinforcing technology Technology has thus become a strategic and integral part of
banking driving banks to acquire and implement world class systems that enable them to
provide products and services in large volumes at a competitive cost with better risk
management practices The pressure to undertake extensive computerization is very real
as banks that adopt the latest in technology have an edge over others Customers have
become very demanding and banks have to deliver customized products through multiple
channels allowing customers access to the bank round the clock
(iii) Risk management The deregulated environment brings in its wake risks along with
profitable opportunities and technology plays a crucial role in managing these risks In
addition to being exposed to credit risk market risk and operational risk the business of
banks would be susceptible to country risk which will be heightened as controls on the
movement of capital are eased In this context banks are upgrading their credit
assessment and risk management skills and retraining staff developing a cadre of
specialists and introducing technology driven management information systems
(iv) Sharpening skills The far-reaching changes in the banking and financial sector
entail a fundamental shift in the set of skills required in banking To meet increased
competition and manage risks the demand for specialized banking functions using IT as
a competitive tool is set to go up Special skills in retail banking treasury risk
management foreign exchange development banking etc will need to be carefully
nurtured and built Thus the twin pillars of the banking sector ie human resources and
IT will have to be strengthened
(v) Greater customer orientation In todayrsquos competitive environment banks will have
to strive to attract and retain customers by introducing innovative products enhancing the
quality of customer service and marketing a variety of products through diverse channels
targeted at specific customer groups
(vi) Corporate governance Besides using their strengths and strategic initiatives for
creating shareholder value banks have to be conscious of their responsibilities towards
corporate governance Financial liberalization as the ownership of banks gets broad
based the importance of institutional and individual shareholders will increase In such a
scenario banks will need to put in place a code for corporate governance for benefiting
all stakeholders of a corporate entity
(vii) International standards Introducing internationally followed best practices and
observing universally acceptable standards and codes is necessary for strengthening the
domestic financial architecture This includes best practices in the area of corporate
governance along with full transparency in disclosures In todays globalize world
focusing on the observance of standards will help smooth integration with world financial
Chapter II
Objective amp Methodology
significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
Research Objectives
To find out the level of customer awareness about the name change in name from
UTI Bank to Axis Bank
To find out the source of customer awareness
To find out the perception before and after change of nameUTI Bank to Axis Bank
To measuring the level of awareness of customers after the branding of Axis Bank
To measure the Impact of Branding upon customers and their perception about the name
changed
Scope and Plan of the Study
This project will help me to understand the consumer awareness level of customers
regarding the name change from UTI Bank to Axis Bank
This project work will also be helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
The growth in the Indian Banking Industry has been more qualitative than quantitative
and it is expected to remain the same in the coming years Based on the projections made
in the India Vision 2020 prepared by the Planning Commission and the Draft 10th Plan
the report forecasts that the pace of expansion in the balance-sheets of banks is likely to
decelerate The total asset of all scheduled commercial banks by end-March 2010 is
estimated at Rs 4090000 crores That will comprise about 65 per cent of GDP at current
market prices as compared to 67 per cent in 2002-03 Bank assets are expected to grow at
an annual composite rate of 134 per cent during the rest of the decade as against the
growth rate of 167 per cent that existed between 1994-95 and 2002-03 It is expected that
there will be large additions to the capital base and reserves on the liability side
This project has future scope for me as I am working with Axis Bank This project helps
me to understand the consumer awareness level of customers regarding the name change
from UTI Bank to Axis Bank
This project work is also helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
Methodology
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
Banking (21 yoy) Business Banking (19 yoy) Large amp Mid Corporate Credit (15
yoy) and SME amp Agri lending businesses (8 yoy)
bull Trading Profits
The Bank generated Rs 32607 crores of Trading Profits in Q1FY10 as compared to Rs
5731 crores in Q1FY09 a growth of 46896 yoy The share of Trading Profits to the
Operating Revenue increased from 399 in Q1FY09 to 1627 in Q1FY10
bull NPAs and restructured loans
Net NPAs as a proportion of Net Customer Assets increased to 041 as at the end of June
2009 compared to 035 as at end March 2009 and was below the level of 047 as at end
June 2008 Gross NPAs as a proportion of Gross Customer Assets were at 101 at end June
2009 compared to 096 as at end March 2009 and 092 as at end June 2008 The Bank
had a provision coverage of 8588 at the end of June 2009 (as a proportion of Gross NPAs
together with accumulated write-offs) If the
accumulated write-offs are excluded provisions held as a proportion of Gross NPAs would
constitute 5989 as at end June 2009
The Bank has restructured loans aggregating Rs 99595 crores during the quarter of which
Rs 18286 crores were restructured under the CDR mechanism Of the total loans
restructured during the quarter loans aggregating Rs 10171 crores were restructured for a
second time in terms of the Reserve Bank of India dispensation The cumulative value of
assets restructured upto 30th June 2009 was Rs 252010 crores constituting 277 of gross
customer assets The diminution in fair value against the restructured loans during the quarter
was Rs 34 crores and has been provided for
11
The segment-wise break-up of the restructured loans for loans restructured in the quarter is
as follows
LargeMid-Corporate 71SME 19Capital Market 4Agriculture 6
The sector-wise breakup of loans restructured during the quarter is as follows
Oil amp Gas 48Textiles 17Real Estate 6Steel 5Others 24
bull Investment Portfolio
The book value of the Bankrsquos investment portfolio as at end June 2009 was Rs 46328
crores of which Rs 26859 crores was in government securities while Rs 19469 crores
was in other investments including corporate bonds equities preference shares mutual
funds etc 91 of the government securities have been classified in the HTM category
while 99 of the corporate bond portfolio has been classified in the HFT and AFS
categories The distribution of the investment portfolio in the three categories as well as
the modified duration in each category was as follows
Category Percentage Duration
HFT 064 57 years
12
AFS 4186 35 years
HTM 5750 56 years
BUSINESS OVERVIEW
bull Cash Management Services
Under Cash Management Services the Bank handled a cash remittance throughput of Rs
255759 crores in Q1FY10 as compared to a throughput of Rs 360318 crores in
Q4FY09 and higher than the throughput of Rs 240102 crores during Q1FY09 The
number of CMS clients has grown to 5089 as at end June 2009
bull Placement Syndication and Project Advisory
The Bank maintained its No1 rank as Debt Arranger as assessed by Prime Database for
the year ended March 2009 Further in the Bloomberg league table for lsquoIndia Domestic
Bondsrsquo the Bank has been ranked No1 for the quarter ended June 2009 The Bank was
the arranger of debt aggregating Rs 14630 crores during Q1FY10 as compared to Rs
27206 crores during Q4FY09 and substantially higher than Rs 7649 crores in Q1FY09
a growth of 91 yoy The Bank continues to strengthen its focus on project advisory
services
bull Retail Business
The number of Savings Bank accounts grew from 6523 lakhs as at end June 2008 to
7541 lakhs as at end June 2009
1048707Retail Asset Products Retail advances grew from Rs 14638 crores as at end
June 2008 to Rs 16780 crores as at end June 2009 a growth of 15 yoy Retail
13
Advances accounted for 21 of the total Advances of the Bank as at the end of June
2009 The Bank has set up 64 Retail Asset Centres (RACs) for focussed retail
lending
1048707Card products The Banks International Debit Card issuance has risen to 124
lakh debit cards as at end June 2009 as compared to 95 lakh cards as at end June
2008 The Bank had over 543000 Credit Cards in force as at end June 2009 The
Bank has an installed base of over 123000 Electronic Data Capture (EDC) machines
as at end June 2009
1048707Wealth Advisory Services and Third Party Products The Bank offers Wealth
Advisory Services and Mohur - Gold Coins and bars - through its select branches and
Personal Investment Products including Mutual Funds Life Insurance products in
association with Metlife India General Insurance products in association with Bajaj
Allianz Insurance and Online trading accounts in association with Geojit Securities
bull International Business
The Bank has five international offices ndash branches at Singapore Hong Kong and Dubai
(at the DIFC) and Representative Offices in Shanghai and Dubai - with focus on
corporate lending trade finance syndication investment banking risk management and
liability businesses The total assets under
14
overseas operations amounted to US$ 218 billion as at end June 2009 as compared to
US$ 180 billion as at end June 2008 a growth of 21 yoy
bull Capital amp Net Worth
The Net Worth of the Bank was Rs 10282 crores as at end June 2009 as compared to Rs
8742 crores as at end June 2008 a growth of 18 yoy The Capital Adequacy Ratio for
the Bank was 1528 as at end June 2009 as compared to 1325 as at end June 2008
The Tier - I capital amounted to 939 as at end June 2009 as against 993 as at end
June 2008
Milestones
Mar-08 Axis Bank launches Platinum Credit Card Indias first EMV chip based card
Dec-07 Axis Bank gets AAA National Long-Term Rating from Fitch Ratings
Sept-07 Axis Bank ties up with Banque Priveacutee Edmond de Rothschild Europe for Wealth Management
July-07 UTI Bank re-brands itself as Axis Bank
July-07 UTI Bank successfully raises USD 1050 million-
July-07 UTI Bank ties up with Tata Motors Ltd for Car Loans
June-07 UTI Banks expansion into Asia supported by FRS
May-07 UTI Bank launches Spice Rewards on the bankcards - Indias first-ever merchant-supported rewards program
April-07 UTI Bank opens a Financial Services Category I Branch in the DIFC in Dubai
Mar-07 UTI Bank ties up with Hyundai Motor India Ltd for Car Loans
Mar-07 UTI Bank ties up with IIFCL to provide finance for infrastructural projects in the country
Mar-07 UTI Bank launches Car Loans in association with Maruti Udyog Ltd
Mar-07 UTI Bank opens a Full Licence Bank Branch in Hong Kong
Feb-07 Finance Minister Shri P Chidambaram Launches Shriram - UTI Bank Co - Branded Credit Card
Exclusively For Small Road Transport Operators (SRTOS)
Feb-07 UTI Bank announces the launch of its Meal Card
Feb-07 UTI Bank announces the launch of its Gift Card
Feb-07 LIC Premium payment now through UTI Bank Branches
Jan-07 UTI bank opens Priority Banking branch in Mumbai and Kolkata
Nov-06 UTI Bank opens Priority Banking Lounge in Pune
Sep-06 UTI Bank launches operations of UBL Sales its Sales Subsidiary - Inaugurates its first office in Bangalore
Aug-06 UTI Bank announces the launch of its Credit Card Business
Aug-06 UTI Bank becomes the first Indian Bank to successfully issue Foreign Currency Hybrid Capital in the International Market
Aug-06 UTI Bank Business Gold Debit Card MasterCard Launched - Designed for business related spending by SMEs and self employed professionals
Aug-06 UTI Bank announces the scheme of issuance of Senior Citizen ID Card in association with Dignity Foundation
Aug-06 UTI Bank rolls out its 2000th ATM
July-06 UTI Bank opens Representative Office in Shanghai
May-06 UTI Bank and LIC join hands to launch an Annuity Card for group pensioners of LIC
May-06 UTI Bank ties up with Geojit Financial Services to offer Online Trading service to its customers
Apr-06 UTI Bank opens its first international branch in Singapore
Jan-06 UTI Bank and UTI Mutual Fund to launch a new service for sale and redemption of mutual fund schemes through the Banks ATMs across the country
Dec-05 UTI Bank wins International Financing Review (IFR) Asia India Bond House award for the year 2005
Oct-05 UTI Bank extends banking services to the rural milk producers in Anand and Kheda districts in Gujarat
July-05 UTI Bank and Visa International launch Mobile Refill facility - Anytime Anywhere Pre-Paid Mobile Refill for all Visa Cardholders in India
May-05 UTI Bank and Bajaj Allianz join hands to distribute general insurance products
Apr-05 UTI Bank launches Smart Privilege - a special bank account designed for women
Mar-05 MTNL ties up with UTI Bank for payment of telephone bills through the Banks ATM network
Mar-05 UTI Bank gets listed on the London Stock Exchange raises US$ 23930 million through Global
Mar-05 Depositary Receipts (GDRs)
Feb-05 UTI Bank appointed by Government of Karnataka as the sole banker for the Bangalore One (B1) project
Feb-05 UTI Bank launches a powerful version of Kisan Credit Card
Jan-05 UTI Bank ties up with Remit2India to launch the Remittance Card
Mar-04 UTI Bank enables premium payment of LIC policies through its ATMs
Feb-04 Bilateral arrangement between State Bank of India (and its 7 associate member banks) and UTI Bank comes into force with the commencement of operations (as on 3rd February 04) of the combined network of over 4000 ATMs
Feb-04 UTI Bank (by pursuing a proactive strategy of forging bilateral agreements and being a progressive player in the multi-lateral consortiums for shared ATM network) offers its customers access to over 7000 ATMs across the country - the largest to be offered by any bank in India so far
Dec-03 Bank inaugurated its ATM at Thegu near the Nathula Pass in Sikkim This ATM is at the highest altitude in India
Sep-03 The Banks ATMs across the country crosses the thousand mark
Sep-03 Bank launches the Travel Currency Card
Aug-03 The Banks Debit Card crosses the one million mark
Aug-03 Total Advances cross Rs 7000 Crore
May-03 Bank declares a net profit of Rs 19218 crores for FY03 a growth of 43 over the previous year
Mar-03 Bank signs Agreement with Employees Provident Fund Organization (EPFO) for disbursement of Pension
Mar-03 Bank crosses the 800 ATM mark
Mar-03 The Bank issues 38362834 fully paid up equity shares totaling to Rs 16400 crores through a
Mar-03 Preferential offer to Life Insurance Corporation of India (now constituting 1354 of
Mar-03 the Banks expanded equity) Citicorp Banking Corporation Bahrain (holding 384) ChrysCapital I
Mar-03 LLC Mauritius (holding 384) and Karur Vysya Bank Ltd(constituting 100) The Bank also
Mar-03 Increases the authorised share capital of the Bank from Rs 230 crores to Rs 300 crores
Feb-03 Bank in a pioneering move launches the AT PAR Cheque facility free of cost for all its Savings Bank customers
Feb-03 Bank wins mandate to set up 14 ATMs at the Western Railway stations along the Mumbai division
Oct-02 Bank launches Corporate iConnect - the Internet Banking facility for Corporates
Aug-02 Bank signs MoU with BSNL regarding bill collection services across the country through both online and offline channels
Apr-02 Bank opens its 500th ATM
Mar-02 Deposits Cross Rs12 000 Crore
Jan-02 The Banks 100th branch opens at TuticorinTamilnadu
Jan-02 The Bank opens an ATM at the Gol Dak-Khana ie the New Delhi GPO making it the first instance of a commercial bank setting up an ATM at any post-office in the country
Dec-01 Total Advances cross Rs 5000 Crore
Nov-01 The deposit base for the Bank crosses Rs 10000 Crore
Sep-01 Private placement of 26 stake in the Bank to CDC Capital Partners UTI holding reduces to 4488
Aug-01 Bank signs MoU with India Post for introducing value added financial products and services to customers of both organizations including setting up of UTI Bank ATMs in post offices
July-01 Bank ties up with Govt of Andhra Pradesh for collection of commercial tax
Dec-00 Bank opens its 200th ATM It becomes the 2nd largest ATM network in the country a position held even today
Oct-00 Bank becomes fully networked
July-00 E-commerce initiatives announced
July-00 Financial Advisory Services offered beginning with marketing of US 64
Apr-00 UTI Bank calls off its proposed merger with Global Trust Bank and surges ahead on its own
Apr-00 Bank launches its Internet banking module iConnect Retail loans introduced for the first time by the Bank
Mar-00 Profits cross Rs 50 crore mark for the first time
Feb-00 Bank adopts Finacle software from Infosys for core banking
Jan-00 DrPJ Nayak takes over as Chairman and Managing Director from Shri Supriya Gupta
Sep-99 Cash management services (CMS) launched Co branded credit card launched
Mar-99 Deposits cross Rs3000 crores
Sep-98 UTI Bank goes public with a Rs 71 crore public issue Issue over-subscribed 12 times over 1 lakh retail investors UTI holding reduces to 6085
Jun-96 Crosses Rs1000 crore deposit mark
Mar-95 Completes first profitable year in operation
Apr-94 First branch of UTI Bank inaugurated at Ahmedabad by Dr Manmohan Singh Honble Finance Minister Government of India
Dec-93 UTI Bank comes into being
Dec-93 Registered office at Ahmedabad Head office at Mumbai
Challenges Ahead
(i) Improving profitability The most direct result of the banking reforms is increasing
competition and narrowing of spreads and its impact on the profitability of banks The
challenge for banks is how to manage with thinning margins while at the same time
working to improve productivity which remains low in relation to global standards This
is particularly important because with dilution in banksrsquo equity analysts and shareholders
now closely track their performance Thus with falling spreads rising provision for
NPAs and falling interest rates greater attention will need to be paid to reducing
transaction costs This will require tremendous efforts in the area of technology and for
banks to build capabilities to handle much bigger volumes
(ii) Reinforcing technology Technology has thus become a strategic and integral part of
banking driving banks to acquire and implement world class systems that enable them to
provide products and services in large volumes at a competitive cost with better risk
management practices The pressure to undertake extensive computerization is very real
as banks that adopt the latest in technology have an edge over others Customers have
become very demanding and banks have to deliver customized products through multiple
channels allowing customers access to the bank round the clock
(iii) Risk management The deregulated environment brings in its wake risks along with
profitable opportunities and technology plays a crucial role in managing these risks In
addition to being exposed to credit risk market risk and operational risk the business of
banks would be susceptible to country risk which will be heightened as controls on the
movement of capital are eased In this context banks are upgrading their credit
assessment and risk management skills and retraining staff developing a cadre of
specialists and introducing technology driven management information systems
(iv) Sharpening skills The far-reaching changes in the banking and financial sector
entail a fundamental shift in the set of skills required in banking To meet increased
competition and manage risks the demand for specialized banking functions using IT as
a competitive tool is set to go up Special skills in retail banking treasury risk
management foreign exchange development banking etc will need to be carefully
nurtured and built Thus the twin pillars of the banking sector ie human resources and
IT will have to be strengthened
(v) Greater customer orientation In todayrsquos competitive environment banks will have
to strive to attract and retain customers by introducing innovative products enhancing the
quality of customer service and marketing a variety of products through diverse channels
targeted at specific customer groups
(vi) Corporate governance Besides using their strengths and strategic initiatives for
creating shareholder value banks have to be conscious of their responsibilities towards
corporate governance Financial liberalization as the ownership of banks gets broad
based the importance of institutional and individual shareholders will increase In such a
scenario banks will need to put in place a code for corporate governance for benefiting
all stakeholders of a corporate entity
(vii) International standards Introducing internationally followed best practices and
observing universally acceptable standards and codes is necessary for strengthening the
domestic financial architecture This includes best practices in the area of corporate
governance along with full transparency in disclosures In todays globalize world
focusing on the observance of standards will help smooth integration with world financial
Chapter II
Objective amp Methodology
significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
Research Objectives
To find out the level of customer awareness about the name change in name from
UTI Bank to Axis Bank
To find out the source of customer awareness
To find out the perception before and after change of nameUTI Bank to Axis Bank
To measuring the level of awareness of customers after the branding of Axis Bank
To measure the Impact of Branding upon customers and their perception about the name
changed
Scope and Plan of the Study
This project will help me to understand the consumer awareness level of customers
regarding the name change from UTI Bank to Axis Bank
This project work will also be helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
The growth in the Indian Banking Industry has been more qualitative than quantitative
and it is expected to remain the same in the coming years Based on the projections made
in the India Vision 2020 prepared by the Planning Commission and the Draft 10th Plan
the report forecasts that the pace of expansion in the balance-sheets of banks is likely to
decelerate The total asset of all scheduled commercial banks by end-March 2010 is
estimated at Rs 4090000 crores That will comprise about 65 per cent of GDP at current
market prices as compared to 67 per cent in 2002-03 Bank assets are expected to grow at
an annual composite rate of 134 per cent during the rest of the decade as against the
growth rate of 167 per cent that existed between 1994-95 and 2002-03 It is expected that
there will be large additions to the capital base and reserves on the liability side
This project has future scope for me as I am working with Axis Bank This project helps
me to understand the consumer awareness level of customers regarding the name change
from UTI Bank to Axis Bank
This project work is also helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
Methodology
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
The segment-wise break-up of the restructured loans for loans restructured in the quarter is
as follows
LargeMid-Corporate 71SME 19Capital Market 4Agriculture 6
The sector-wise breakup of loans restructured during the quarter is as follows
Oil amp Gas 48Textiles 17Real Estate 6Steel 5Others 24
bull Investment Portfolio
The book value of the Bankrsquos investment portfolio as at end June 2009 was Rs 46328
crores of which Rs 26859 crores was in government securities while Rs 19469 crores
was in other investments including corporate bonds equities preference shares mutual
funds etc 91 of the government securities have been classified in the HTM category
while 99 of the corporate bond portfolio has been classified in the HFT and AFS
categories The distribution of the investment portfolio in the three categories as well as
the modified duration in each category was as follows
Category Percentage Duration
HFT 064 57 years
12
AFS 4186 35 years
HTM 5750 56 years
BUSINESS OVERVIEW
bull Cash Management Services
Under Cash Management Services the Bank handled a cash remittance throughput of Rs
255759 crores in Q1FY10 as compared to a throughput of Rs 360318 crores in
Q4FY09 and higher than the throughput of Rs 240102 crores during Q1FY09 The
number of CMS clients has grown to 5089 as at end June 2009
bull Placement Syndication and Project Advisory
The Bank maintained its No1 rank as Debt Arranger as assessed by Prime Database for
the year ended March 2009 Further in the Bloomberg league table for lsquoIndia Domestic
Bondsrsquo the Bank has been ranked No1 for the quarter ended June 2009 The Bank was
the arranger of debt aggregating Rs 14630 crores during Q1FY10 as compared to Rs
27206 crores during Q4FY09 and substantially higher than Rs 7649 crores in Q1FY09
a growth of 91 yoy The Bank continues to strengthen its focus on project advisory
services
bull Retail Business
The number of Savings Bank accounts grew from 6523 lakhs as at end June 2008 to
7541 lakhs as at end June 2009
1048707Retail Asset Products Retail advances grew from Rs 14638 crores as at end
June 2008 to Rs 16780 crores as at end June 2009 a growth of 15 yoy Retail
13
Advances accounted for 21 of the total Advances of the Bank as at the end of June
2009 The Bank has set up 64 Retail Asset Centres (RACs) for focussed retail
lending
1048707Card products The Banks International Debit Card issuance has risen to 124
lakh debit cards as at end June 2009 as compared to 95 lakh cards as at end June
2008 The Bank had over 543000 Credit Cards in force as at end June 2009 The
Bank has an installed base of over 123000 Electronic Data Capture (EDC) machines
as at end June 2009
1048707Wealth Advisory Services and Third Party Products The Bank offers Wealth
Advisory Services and Mohur - Gold Coins and bars - through its select branches and
Personal Investment Products including Mutual Funds Life Insurance products in
association with Metlife India General Insurance products in association with Bajaj
Allianz Insurance and Online trading accounts in association with Geojit Securities
bull International Business
The Bank has five international offices ndash branches at Singapore Hong Kong and Dubai
(at the DIFC) and Representative Offices in Shanghai and Dubai - with focus on
corporate lending trade finance syndication investment banking risk management and
liability businesses The total assets under
14
overseas operations amounted to US$ 218 billion as at end June 2009 as compared to
US$ 180 billion as at end June 2008 a growth of 21 yoy
bull Capital amp Net Worth
The Net Worth of the Bank was Rs 10282 crores as at end June 2009 as compared to Rs
8742 crores as at end June 2008 a growth of 18 yoy The Capital Adequacy Ratio for
the Bank was 1528 as at end June 2009 as compared to 1325 as at end June 2008
The Tier - I capital amounted to 939 as at end June 2009 as against 993 as at end
June 2008
Milestones
Mar-08 Axis Bank launches Platinum Credit Card Indias first EMV chip based card
Dec-07 Axis Bank gets AAA National Long-Term Rating from Fitch Ratings
Sept-07 Axis Bank ties up with Banque Priveacutee Edmond de Rothschild Europe for Wealth Management
July-07 UTI Bank re-brands itself as Axis Bank
July-07 UTI Bank successfully raises USD 1050 million-
July-07 UTI Bank ties up with Tata Motors Ltd for Car Loans
June-07 UTI Banks expansion into Asia supported by FRS
May-07 UTI Bank launches Spice Rewards on the bankcards - Indias first-ever merchant-supported rewards program
April-07 UTI Bank opens a Financial Services Category I Branch in the DIFC in Dubai
Mar-07 UTI Bank ties up with Hyundai Motor India Ltd for Car Loans
Mar-07 UTI Bank ties up with IIFCL to provide finance for infrastructural projects in the country
Mar-07 UTI Bank launches Car Loans in association with Maruti Udyog Ltd
Mar-07 UTI Bank opens a Full Licence Bank Branch in Hong Kong
Feb-07 Finance Minister Shri P Chidambaram Launches Shriram - UTI Bank Co - Branded Credit Card
Exclusively For Small Road Transport Operators (SRTOS)
Feb-07 UTI Bank announces the launch of its Meal Card
Feb-07 UTI Bank announces the launch of its Gift Card
Feb-07 LIC Premium payment now through UTI Bank Branches
Jan-07 UTI bank opens Priority Banking branch in Mumbai and Kolkata
Nov-06 UTI Bank opens Priority Banking Lounge in Pune
Sep-06 UTI Bank launches operations of UBL Sales its Sales Subsidiary - Inaugurates its first office in Bangalore
Aug-06 UTI Bank announces the launch of its Credit Card Business
Aug-06 UTI Bank becomes the first Indian Bank to successfully issue Foreign Currency Hybrid Capital in the International Market
Aug-06 UTI Bank Business Gold Debit Card MasterCard Launched - Designed for business related spending by SMEs and self employed professionals
Aug-06 UTI Bank announces the scheme of issuance of Senior Citizen ID Card in association with Dignity Foundation
Aug-06 UTI Bank rolls out its 2000th ATM
July-06 UTI Bank opens Representative Office in Shanghai
May-06 UTI Bank and LIC join hands to launch an Annuity Card for group pensioners of LIC
May-06 UTI Bank ties up with Geojit Financial Services to offer Online Trading service to its customers
Apr-06 UTI Bank opens its first international branch in Singapore
Jan-06 UTI Bank and UTI Mutual Fund to launch a new service for sale and redemption of mutual fund schemes through the Banks ATMs across the country
Dec-05 UTI Bank wins International Financing Review (IFR) Asia India Bond House award for the year 2005
Oct-05 UTI Bank extends banking services to the rural milk producers in Anand and Kheda districts in Gujarat
July-05 UTI Bank and Visa International launch Mobile Refill facility - Anytime Anywhere Pre-Paid Mobile Refill for all Visa Cardholders in India
May-05 UTI Bank and Bajaj Allianz join hands to distribute general insurance products
Apr-05 UTI Bank launches Smart Privilege - a special bank account designed for women
Mar-05 MTNL ties up with UTI Bank for payment of telephone bills through the Banks ATM network
Mar-05 UTI Bank gets listed on the London Stock Exchange raises US$ 23930 million through Global
Mar-05 Depositary Receipts (GDRs)
Feb-05 UTI Bank appointed by Government of Karnataka as the sole banker for the Bangalore One (B1) project
Feb-05 UTI Bank launches a powerful version of Kisan Credit Card
Jan-05 UTI Bank ties up with Remit2India to launch the Remittance Card
Mar-04 UTI Bank enables premium payment of LIC policies through its ATMs
Feb-04 Bilateral arrangement between State Bank of India (and its 7 associate member banks) and UTI Bank comes into force with the commencement of operations (as on 3rd February 04) of the combined network of over 4000 ATMs
Feb-04 UTI Bank (by pursuing a proactive strategy of forging bilateral agreements and being a progressive player in the multi-lateral consortiums for shared ATM network) offers its customers access to over 7000 ATMs across the country - the largest to be offered by any bank in India so far
Dec-03 Bank inaugurated its ATM at Thegu near the Nathula Pass in Sikkim This ATM is at the highest altitude in India
Sep-03 The Banks ATMs across the country crosses the thousand mark
Sep-03 Bank launches the Travel Currency Card
Aug-03 The Banks Debit Card crosses the one million mark
Aug-03 Total Advances cross Rs 7000 Crore
May-03 Bank declares a net profit of Rs 19218 crores for FY03 a growth of 43 over the previous year
Mar-03 Bank signs Agreement with Employees Provident Fund Organization (EPFO) for disbursement of Pension
Mar-03 Bank crosses the 800 ATM mark
Mar-03 The Bank issues 38362834 fully paid up equity shares totaling to Rs 16400 crores through a
Mar-03 Preferential offer to Life Insurance Corporation of India (now constituting 1354 of
Mar-03 the Banks expanded equity) Citicorp Banking Corporation Bahrain (holding 384) ChrysCapital I
Mar-03 LLC Mauritius (holding 384) and Karur Vysya Bank Ltd(constituting 100) The Bank also
Mar-03 Increases the authorised share capital of the Bank from Rs 230 crores to Rs 300 crores
Feb-03 Bank in a pioneering move launches the AT PAR Cheque facility free of cost for all its Savings Bank customers
Feb-03 Bank wins mandate to set up 14 ATMs at the Western Railway stations along the Mumbai division
Oct-02 Bank launches Corporate iConnect - the Internet Banking facility for Corporates
Aug-02 Bank signs MoU with BSNL regarding bill collection services across the country through both online and offline channels
Apr-02 Bank opens its 500th ATM
Mar-02 Deposits Cross Rs12 000 Crore
Jan-02 The Banks 100th branch opens at TuticorinTamilnadu
Jan-02 The Bank opens an ATM at the Gol Dak-Khana ie the New Delhi GPO making it the first instance of a commercial bank setting up an ATM at any post-office in the country
Dec-01 Total Advances cross Rs 5000 Crore
Nov-01 The deposit base for the Bank crosses Rs 10000 Crore
Sep-01 Private placement of 26 stake in the Bank to CDC Capital Partners UTI holding reduces to 4488
Aug-01 Bank signs MoU with India Post for introducing value added financial products and services to customers of both organizations including setting up of UTI Bank ATMs in post offices
July-01 Bank ties up with Govt of Andhra Pradesh for collection of commercial tax
Dec-00 Bank opens its 200th ATM It becomes the 2nd largest ATM network in the country a position held even today
Oct-00 Bank becomes fully networked
July-00 E-commerce initiatives announced
July-00 Financial Advisory Services offered beginning with marketing of US 64
Apr-00 UTI Bank calls off its proposed merger with Global Trust Bank and surges ahead on its own
Apr-00 Bank launches its Internet banking module iConnect Retail loans introduced for the first time by the Bank
Mar-00 Profits cross Rs 50 crore mark for the first time
Feb-00 Bank adopts Finacle software from Infosys for core banking
Jan-00 DrPJ Nayak takes over as Chairman and Managing Director from Shri Supriya Gupta
Sep-99 Cash management services (CMS) launched Co branded credit card launched
Mar-99 Deposits cross Rs3000 crores
Sep-98 UTI Bank goes public with a Rs 71 crore public issue Issue over-subscribed 12 times over 1 lakh retail investors UTI holding reduces to 6085
Jun-96 Crosses Rs1000 crore deposit mark
Mar-95 Completes first profitable year in operation
Apr-94 First branch of UTI Bank inaugurated at Ahmedabad by Dr Manmohan Singh Honble Finance Minister Government of India
Dec-93 UTI Bank comes into being
Dec-93 Registered office at Ahmedabad Head office at Mumbai
Challenges Ahead
(i) Improving profitability The most direct result of the banking reforms is increasing
competition and narrowing of spreads and its impact on the profitability of banks The
challenge for banks is how to manage with thinning margins while at the same time
working to improve productivity which remains low in relation to global standards This
is particularly important because with dilution in banksrsquo equity analysts and shareholders
now closely track their performance Thus with falling spreads rising provision for
NPAs and falling interest rates greater attention will need to be paid to reducing
transaction costs This will require tremendous efforts in the area of technology and for
banks to build capabilities to handle much bigger volumes
(ii) Reinforcing technology Technology has thus become a strategic and integral part of
banking driving banks to acquire and implement world class systems that enable them to
provide products and services in large volumes at a competitive cost with better risk
management practices The pressure to undertake extensive computerization is very real
as banks that adopt the latest in technology have an edge over others Customers have
become very demanding and banks have to deliver customized products through multiple
channels allowing customers access to the bank round the clock
(iii) Risk management The deregulated environment brings in its wake risks along with
profitable opportunities and technology plays a crucial role in managing these risks In
addition to being exposed to credit risk market risk and operational risk the business of
banks would be susceptible to country risk which will be heightened as controls on the
movement of capital are eased In this context banks are upgrading their credit
assessment and risk management skills and retraining staff developing a cadre of
specialists and introducing technology driven management information systems
(iv) Sharpening skills The far-reaching changes in the banking and financial sector
entail a fundamental shift in the set of skills required in banking To meet increased
competition and manage risks the demand for specialized banking functions using IT as
a competitive tool is set to go up Special skills in retail banking treasury risk
management foreign exchange development banking etc will need to be carefully
nurtured and built Thus the twin pillars of the banking sector ie human resources and
IT will have to be strengthened
(v) Greater customer orientation In todayrsquos competitive environment banks will have
to strive to attract and retain customers by introducing innovative products enhancing the
quality of customer service and marketing a variety of products through diverse channels
targeted at specific customer groups
(vi) Corporate governance Besides using their strengths and strategic initiatives for
creating shareholder value banks have to be conscious of their responsibilities towards
corporate governance Financial liberalization as the ownership of banks gets broad
based the importance of institutional and individual shareholders will increase In such a
scenario banks will need to put in place a code for corporate governance for benefiting
all stakeholders of a corporate entity
(vii) International standards Introducing internationally followed best practices and
observing universally acceptable standards and codes is necessary for strengthening the
domestic financial architecture This includes best practices in the area of corporate
governance along with full transparency in disclosures In todays globalize world
focusing on the observance of standards will help smooth integration with world financial
Chapter II
Objective amp Methodology
significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
Research Objectives
To find out the level of customer awareness about the name change in name from
UTI Bank to Axis Bank
To find out the source of customer awareness
To find out the perception before and after change of nameUTI Bank to Axis Bank
To measuring the level of awareness of customers after the branding of Axis Bank
To measure the Impact of Branding upon customers and their perception about the name
changed
Scope and Plan of the Study
This project will help me to understand the consumer awareness level of customers
regarding the name change from UTI Bank to Axis Bank
This project work will also be helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
The growth in the Indian Banking Industry has been more qualitative than quantitative
and it is expected to remain the same in the coming years Based on the projections made
in the India Vision 2020 prepared by the Planning Commission and the Draft 10th Plan
the report forecasts that the pace of expansion in the balance-sheets of banks is likely to
decelerate The total asset of all scheduled commercial banks by end-March 2010 is
estimated at Rs 4090000 crores That will comprise about 65 per cent of GDP at current
market prices as compared to 67 per cent in 2002-03 Bank assets are expected to grow at
an annual composite rate of 134 per cent during the rest of the decade as against the
growth rate of 167 per cent that existed between 1994-95 and 2002-03 It is expected that
there will be large additions to the capital base and reserves on the liability side
This project has future scope for me as I am working with Axis Bank This project helps
me to understand the consumer awareness level of customers regarding the name change
from UTI Bank to Axis Bank
This project work is also helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
Methodology
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
AFS 4186 35 years
HTM 5750 56 years
BUSINESS OVERVIEW
bull Cash Management Services
Under Cash Management Services the Bank handled a cash remittance throughput of Rs
255759 crores in Q1FY10 as compared to a throughput of Rs 360318 crores in
Q4FY09 and higher than the throughput of Rs 240102 crores during Q1FY09 The
number of CMS clients has grown to 5089 as at end June 2009
bull Placement Syndication and Project Advisory
The Bank maintained its No1 rank as Debt Arranger as assessed by Prime Database for
the year ended March 2009 Further in the Bloomberg league table for lsquoIndia Domestic
Bondsrsquo the Bank has been ranked No1 for the quarter ended June 2009 The Bank was
the arranger of debt aggregating Rs 14630 crores during Q1FY10 as compared to Rs
27206 crores during Q4FY09 and substantially higher than Rs 7649 crores in Q1FY09
a growth of 91 yoy The Bank continues to strengthen its focus on project advisory
services
bull Retail Business
The number of Savings Bank accounts grew from 6523 lakhs as at end June 2008 to
7541 lakhs as at end June 2009
1048707Retail Asset Products Retail advances grew from Rs 14638 crores as at end
June 2008 to Rs 16780 crores as at end June 2009 a growth of 15 yoy Retail
13
Advances accounted for 21 of the total Advances of the Bank as at the end of June
2009 The Bank has set up 64 Retail Asset Centres (RACs) for focussed retail
lending
1048707Card products The Banks International Debit Card issuance has risen to 124
lakh debit cards as at end June 2009 as compared to 95 lakh cards as at end June
2008 The Bank had over 543000 Credit Cards in force as at end June 2009 The
Bank has an installed base of over 123000 Electronic Data Capture (EDC) machines
as at end June 2009
1048707Wealth Advisory Services and Third Party Products The Bank offers Wealth
Advisory Services and Mohur - Gold Coins and bars - through its select branches and
Personal Investment Products including Mutual Funds Life Insurance products in
association with Metlife India General Insurance products in association with Bajaj
Allianz Insurance and Online trading accounts in association with Geojit Securities
bull International Business
The Bank has five international offices ndash branches at Singapore Hong Kong and Dubai
(at the DIFC) and Representative Offices in Shanghai and Dubai - with focus on
corporate lending trade finance syndication investment banking risk management and
liability businesses The total assets under
14
overseas operations amounted to US$ 218 billion as at end June 2009 as compared to
US$ 180 billion as at end June 2008 a growth of 21 yoy
bull Capital amp Net Worth
The Net Worth of the Bank was Rs 10282 crores as at end June 2009 as compared to Rs
8742 crores as at end June 2008 a growth of 18 yoy The Capital Adequacy Ratio for
the Bank was 1528 as at end June 2009 as compared to 1325 as at end June 2008
The Tier - I capital amounted to 939 as at end June 2009 as against 993 as at end
June 2008
Milestones
Mar-08 Axis Bank launches Platinum Credit Card Indias first EMV chip based card
Dec-07 Axis Bank gets AAA National Long-Term Rating from Fitch Ratings
Sept-07 Axis Bank ties up with Banque Priveacutee Edmond de Rothschild Europe for Wealth Management
July-07 UTI Bank re-brands itself as Axis Bank
July-07 UTI Bank successfully raises USD 1050 million-
July-07 UTI Bank ties up with Tata Motors Ltd for Car Loans
June-07 UTI Banks expansion into Asia supported by FRS
May-07 UTI Bank launches Spice Rewards on the bankcards - Indias first-ever merchant-supported rewards program
April-07 UTI Bank opens a Financial Services Category I Branch in the DIFC in Dubai
Mar-07 UTI Bank ties up with Hyundai Motor India Ltd for Car Loans
Mar-07 UTI Bank ties up with IIFCL to provide finance for infrastructural projects in the country
Mar-07 UTI Bank launches Car Loans in association with Maruti Udyog Ltd
Mar-07 UTI Bank opens a Full Licence Bank Branch in Hong Kong
Feb-07 Finance Minister Shri P Chidambaram Launches Shriram - UTI Bank Co - Branded Credit Card
Exclusively For Small Road Transport Operators (SRTOS)
Feb-07 UTI Bank announces the launch of its Meal Card
Feb-07 UTI Bank announces the launch of its Gift Card
Feb-07 LIC Premium payment now through UTI Bank Branches
Jan-07 UTI bank opens Priority Banking branch in Mumbai and Kolkata
Nov-06 UTI Bank opens Priority Banking Lounge in Pune
Sep-06 UTI Bank launches operations of UBL Sales its Sales Subsidiary - Inaugurates its first office in Bangalore
Aug-06 UTI Bank announces the launch of its Credit Card Business
Aug-06 UTI Bank becomes the first Indian Bank to successfully issue Foreign Currency Hybrid Capital in the International Market
Aug-06 UTI Bank Business Gold Debit Card MasterCard Launched - Designed for business related spending by SMEs and self employed professionals
Aug-06 UTI Bank announces the scheme of issuance of Senior Citizen ID Card in association with Dignity Foundation
Aug-06 UTI Bank rolls out its 2000th ATM
July-06 UTI Bank opens Representative Office in Shanghai
May-06 UTI Bank and LIC join hands to launch an Annuity Card for group pensioners of LIC
May-06 UTI Bank ties up with Geojit Financial Services to offer Online Trading service to its customers
Apr-06 UTI Bank opens its first international branch in Singapore
Jan-06 UTI Bank and UTI Mutual Fund to launch a new service for sale and redemption of mutual fund schemes through the Banks ATMs across the country
Dec-05 UTI Bank wins International Financing Review (IFR) Asia India Bond House award for the year 2005
Oct-05 UTI Bank extends banking services to the rural milk producers in Anand and Kheda districts in Gujarat
July-05 UTI Bank and Visa International launch Mobile Refill facility - Anytime Anywhere Pre-Paid Mobile Refill for all Visa Cardholders in India
May-05 UTI Bank and Bajaj Allianz join hands to distribute general insurance products
Apr-05 UTI Bank launches Smart Privilege - a special bank account designed for women
Mar-05 MTNL ties up with UTI Bank for payment of telephone bills through the Banks ATM network
Mar-05 UTI Bank gets listed on the London Stock Exchange raises US$ 23930 million through Global
Mar-05 Depositary Receipts (GDRs)
Feb-05 UTI Bank appointed by Government of Karnataka as the sole banker for the Bangalore One (B1) project
Feb-05 UTI Bank launches a powerful version of Kisan Credit Card
Jan-05 UTI Bank ties up with Remit2India to launch the Remittance Card
Mar-04 UTI Bank enables premium payment of LIC policies through its ATMs
Feb-04 Bilateral arrangement between State Bank of India (and its 7 associate member banks) and UTI Bank comes into force with the commencement of operations (as on 3rd February 04) of the combined network of over 4000 ATMs
Feb-04 UTI Bank (by pursuing a proactive strategy of forging bilateral agreements and being a progressive player in the multi-lateral consortiums for shared ATM network) offers its customers access to over 7000 ATMs across the country - the largest to be offered by any bank in India so far
Dec-03 Bank inaugurated its ATM at Thegu near the Nathula Pass in Sikkim This ATM is at the highest altitude in India
Sep-03 The Banks ATMs across the country crosses the thousand mark
Sep-03 Bank launches the Travel Currency Card
Aug-03 The Banks Debit Card crosses the one million mark
Aug-03 Total Advances cross Rs 7000 Crore
May-03 Bank declares a net profit of Rs 19218 crores for FY03 a growth of 43 over the previous year
Mar-03 Bank signs Agreement with Employees Provident Fund Organization (EPFO) for disbursement of Pension
Mar-03 Bank crosses the 800 ATM mark
Mar-03 The Bank issues 38362834 fully paid up equity shares totaling to Rs 16400 crores through a
Mar-03 Preferential offer to Life Insurance Corporation of India (now constituting 1354 of
Mar-03 the Banks expanded equity) Citicorp Banking Corporation Bahrain (holding 384) ChrysCapital I
Mar-03 LLC Mauritius (holding 384) and Karur Vysya Bank Ltd(constituting 100) The Bank also
Mar-03 Increases the authorised share capital of the Bank from Rs 230 crores to Rs 300 crores
Feb-03 Bank in a pioneering move launches the AT PAR Cheque facility free of cost for all its Savings Bank customers
Feb-03 Bank wins mandate to set up 14 ATMs at the Western Railway stations along the Mumbai division
Oct-02 Bank launches Corporate iConnect - the Internet Banking facility for Corporates
Aug-02 Bank signs MoU with BSNL regarding bill collection services across the country through both online and offline channels
Apr-02 Bank opens its 500th ATM
Mar-02 Deposits Cross Rs12 000 Crore
Jan-02 The Banks 100th branch opens at TuticorinTamilnadu
Jan-02 The Bank opens an ATM at the Gol Dak-Khana ie the New Delhi GPO making it the first instance of a commercial bank setting up an ATM at any post-office in the country
Dec-01 Total Advances cross Rs 5000 Crore
Nov-01 The deposit base for the Bank crosses Rs 10000 Crore
Sep-01 Private placement of 26 stake in the Bank to CDC Capital Partners UTI holding reduces to 4488
Aug-01 Bank signs MoU with India Post for introducing value added financial products and services to customers of both organizations including setting up of UTI Bank ATMs in post offices
July-01 Bank ties up with Govt of Andhra Pradesh for collection of commercial tax
Dec-00 Bank opens its 200th ATM It becomes the 2nd largest ATM network in the country a position held even today
Oct-00 Bank becomes fully networked
July-00 E-commerce initiatives announced
July-00 Financial Advisory Services offered beginning with marketing of US 64
Apr-00 UTI Bank calls off its proposed merger with Global Trust Bank and surges ahead on its own
Apr-00 Bank launches its Internet banking module iConnect Retail loans introduced for the first time by the Bank
Mar-00 Profits cross Rs 50 crore mark for the first time
Feb-00 Bank adopts Finacle software from Infosys for core banking
Jan-00 DrPJ Nayak takes over as Chairman and Managing Director from Shri Supriya Gupta
Sep-99 Cash management services (CMS) launched Co branded credit card launched
Mar-99 Deposits cross Rs3000 crores
Sep-98 UTI Bank goes public with a Rs 71 crore public issue Issue over-subscribed 12 times over 1 lakh retail investors UTI holding reduces to 6085
Jun-96 Crosses Rs1000 crore deposit mark
Mar-95 Completes first profitable year in operation
Apr-94 First branch of UTI Bank inaugurated at Ahmedabad by Dr Manmohan Singh Honble Finance Minister Government of India
Dec-93 UTI Bank comes into being
Dec-93 Registered office at Ahmedabad Head office at Mumbai
Challenges Ahead
(i) Improving profitability The most direct result of the banking reforms is increasing
competition and narrowing of spreads and its impact on the profitability of banks The
challenge for banks is how to manage with thinning margins while at the same time
working to improve productivity which remains low in relation to global standards This
is particularly important because with dilution in banksrsquo equity analysts and shareholders
now closely track their performance Thus with falling spreads rising provision for
NPAs and falling interest rates greater attention will need to be paid to reducing
transaction costs This will require tremendous efforts in the area of technology and for
banks to build capabilities to handle much bigger volumes
(ii) Reinforcing technology Technology has thus become a strategic and integral part of
banking driving banks to acquire and implement world class systems that enable them to
provide products and services in large volumes at a competitive cost with better risk
management practices The pressure to undertake extensive computerization is very real
as banks that adopt the latest in technology have an edge over others Customers have
become very demanding and banks have to deliver customized products through multiple
channels allowing customers access to the bank round the clock
(iii) Risk management The deregulated environment brings in its wake risks along with
profitable opportunities and technology plays a crucial role in managing these risks In
addition to being exposed to credit risk market risk and operational risk the business of
banks would be susceptible to country risk which will be heightened as controls on the
movement of capital are eased In this context banks are upgrading their credit
assessment and risk management skills and retraining staff developing a cadre of
specialists and introducing technology driven management information systems
(iv) Sharpening skills The far-reaching changes in the banking and financial sector
entail a fundamental shift in the set of skills required in banking To meet increased
competition and manage risks the demand for specialized banking functions using IT as
a competitive tool is set to go up Special skills in retail banking treasury risk
management foreign exchange development banking etc will need to be carefully
nurtured and built Thus the twin pillars of the banking sector ie human resources and
IT will have to be strengthened
(v) Greater customer orientation In todayrsquos competitive environment banks will have
to strive to attract and retain customers by introducing innovative products enhancing the
quality of customer service and marketing a variety of products through diverse channels
targeted at specific customer groups
(vi) Corporate governance Besides using their strengths and strategic initiatives for
creating shareholder value banks have to be conscious of their responsibilities towards
corporate governance Financial liberalization as the ownership of banks gets broad
based the importance of institutional and individual shareholders will increase In such a
scenario banks will need to put in place a code for corporate governance for benefiting
all stakeholders of a corporate entity
(vii) International standards Introducing internationally followed best practices and
observing universally acceptable standards and codes is necessary for strengthening the
domestic financial architecture This includes best practices in the area of corporate
governance along with full transparency in disclosures In todays globalize world
focusing on the observance of standards will help smooth integration with world financial
Chapter II
Objective amp Methodology
significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
Research Objectives
To find out the level of customer awareness about the name change in name from
UTI Bank to Axis Bank
To find out the source of customer awareness
To find out the perception before and after change of nameUTI Bank to Axis Bank
To measuring the level of awareness of customers after the branding of Axis Bank
To measure the Impact of Branding upon customers and their perception about the name
changed
Scope and Plan of the Study
This project will help me to understand the consumer awareness level of customers
regarding the name change from UTI Bank to Axis Bank
This project work will also be helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
The growth in the Indian Banking Industry has been more qualitative than quantitative
and it is expected to remain the same in the coming years Based on the projections made
in the India Vision 2020 prepared by the Planning Commission and the Draft 10th Plan
the report forecasts that the pace of expansion in the balance-sheets of banks is likely to
decelerate The total asset of all scheduled commercial banks by end-March 2010 is
estimated at Rs 4090000 crores That will comprise about 65 per cent of GDP at current
market prices as compared to 67 per cent in 2002-03 Bank assets are expected to grow at
an annual composite rate of 134 per cent during the rest of the decade as against the
growth rate of 167 per cent that existed between 1994-95 and 2002-03 It is expected that
there will be large additions to the capital base and reserves on the liability side
This project has future scope for me as I am working with Axis Bank This project helps
me to understand the consumer awareness level of customers regarding the name change
from UTI Bank to Axis Bank
This project work is also helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
Methodology
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
Advances accounted for 21 of the total Advances of the Bank as at the end of June
2009 The Bank has set up 64 Retail Asset Centres (RACs) for focussed retail
lending
1048707Card products The Banks International Debit Card issuance has risen to 124
lakh debit cards as at end June 2009 as compared to 95 lakh cards as at end June
2008 The Bank had over 543000 Credit Cards in force as at end June 2009 The
Bank has an installed base of over 123000 Electronic Data Capture (EDC) machines
as at end June 2009
1048707Wealth Advisory Services and Third Party Products The Bank offers Wealth
Advisory Services and Mohur - Gold Coins and bars - through its select branches and
Personal Investment Products including Mutual Funds Life Insurance products in
association with Metlife India General Insurance products in association with Bajaj
Allianz Insurance and Online trading accounts in association with Geojit Securities
bull International Business
The Bank has five international offices ndash branches at Singapore Hong Kong and Dubai
(at the DIFC) and Representative Offices in Shanghai and Dubai - with focus on
corporate lending trade finance syndication investment banking risk management and
liability businesses The total assets under
14
overseas operations amounted to US$ 218 billion as at end June 2009 as compared to
US$ 180 billion as at end June 2008 a growth of 21 yoy
bull Capital amp Net Worth
The Net Worth of the Bank was Rs 10282 crores as at end June 2009 as compared to Rs
8742 crores as at end June 2008 a growth of 18 yoy The Capital Adequacy Ratio for
the Bank was 1528 as at end June 2009 as compared to 1325 as at end June 2008
The Tier - I capital amounted to 939 as at end June 2009 as against 993 as at end
June 2008
Milestones
Mar-08 Axis Bank launches Platinum Credit Card Indias first EMV chip based card
Dec-07 Axis Bank gets AAA National Long-Term Rating from Fitch Ratings
Sept-07 Axis Bank ties up with Banque Priveacutee Edmond de Rothschild Europe for Wealth Management
July-07 UTI Bank re-brands itself as Axis Bank
July-07 UTI Bank successfully raises USD 1050 million-
July-07 UTI Bank ties up with Tata Motors Ltd for Car Loans
June-07 UTI Banks expansion into Asia supported by FRS
May-07 UTI Bank launches Spice Rewards on the bankcards - Indias first-ever merchant-supported rewards program
April-07 UTI Bank opens a Financial Services Category I Branch in the DIFC in Dubai
Mar-07 UTI Bank ties up with Hyundai Motor India Ltd for Car Loans
Mar-07 UTI Bank ties up with IIFCL to provide finance for infrastructural projects in the country
Mar-07 UTI Bank launches Car Loans in association with Maruti Udyog Ltd
Mar-07 UTI Bank opens a Full Licence Bank Branch in Hong Kong
Feb-07 Finance Minister Shri P Chidambaram Launches Shriram - UTI Bank Co - Branded Credit Card
Exclusively For Small Road Transport Operators (SRTOS)
Feb-07 UTI Bank announces the launch of its Meal Card
Feb-07 UTI Bank announces the launch of its Gift Card
Feb-07 LIC Premium payment now through UTI Bank Branches
Jan-07 UTI bank opens Priority Banking branch in Mumbai and Kolkata
Nov-06 UTI Bank opens Priority Banking Lounge in Pune
Sep-06 UTI Bank launches operations of UBL Sales its Sales Subsidiary - Inaugurates its first office in Bangalore
Aug-06 UTI Bank announces the launch of its Credit Card Business
Aug-06 UTI Bank becomes the first Indian Bank to successfully issue Foreign Currency Hybrid Capital in the International Market
Aug-06 UTI Bank Business Gold Debit Card MasterCard Launched - Designed for business related spending by SMEs and self employed professionals
Aug-06 UTI Bank announces the scheme of issuance of Senior Citizen ID Card in association with Dignity Foundation
Aug-06 UTI Bank rolls out its 2000th ATM
July-06 UTI Bank opens Representative Office in Shanghai
May-06 UTI Bank and LIC join hands to launch an Annuity Card for group pensioners of LIC
May-06 UTI Bank ties up with Geojit Financial Services to offer Online Trading service to its customers
Apr-06 UTI Bank opens its first international branch in Singapore
Jan-06 UTI Bank and UTI Mutual Fund to launch a new service for sale and redemption of mutual fund schemes through the Banks ATMs across the country
Dec-05 UTI Bank wins International Financing Review (IFR) Asia India Bond House award for the year 2005
Oct-05 UTI Bank extends banking services to the rural milk producers in Anand and Kheda districts in Gujarat
July-05 UTI Bank and Visa International launch Mobile Refill facility - Anytime Anywhere Pre-Paid Mobile Refill for all Visa Cardholders in India
May-05 UTI Bank and Bajaj Allianz join hands to distribute general insurance products
Apr-05 UTI Bank launches Smart Privilege - a special bank account designed for women
Mar-05 MTNL ties up with UTI Bank for payment of telephone bills through the Banks ATM network
Mar-05 UTI Bank gets listed on the London Stock Exchange raises US$ 23930 million through Global
Mar-05 Depositary Receipts (GDRs)
Feb-05 UTI Bank appointed by Government of Karnataka as the sole banker for the Bangalore One (B1) project
Feb-05 UTI Bank launches a powerful version of Kisan Credit Card
Jan-05 UTI Bank ties up with Remit2India to launch the Remittance Card
Mar-04 UTI Bank enables premium payment of LIC policies through its ATMs
Feb-04 Bilateral arrangement between State Bank of India (and its 7 associate member banks) and UTI Bank comes into force with the commencement of operations (as on 3rd February 04) of the combined network of over 4000 ATMs
Feb-04 UTI Bank (by pursuing a proactive strategy of forging bilateral agreements and being a progressive player in the multi-lateral consortiums for shared ATM network) offers its customers access to over 7000 ATMs across the country - the largest to be offered by any bank in India so far
Dec-03 Bank inaugurated its ATM at Thegu near the Nathula Pass in Sikkim This ATM is at the highest altitude in India
Sep-03 The Banks ATMs across the country crosses the thousand mark
Sep-03 Bank launches the Travel Currency Card
Aug-03 The Banks Debit Card crosses the one million mark
Aug-03 Total Advances cross Rs 7000 Crore
May-03 Bank declares a net profit of Rs 19218 crores for FY03 a growth of 43 over the previous year
Mar-03 Bank signs Agreement with Employees Provident Fund Organization (EPFO) for disbursement of Pension
Mar-03 Bank crosses the 800 ATM mark
Mar-03 The Bank issues 38362834 fully paid up equity shares totaling to Rs 16400 crores through a
Mar-03 Preferential offer to Life Insurance Corporation of India (now constituting 1354 of
Mar-03 the Banks expanded equity) Citicorp Banking Corporation Bahrain (holding 384) ChrysCapital I
Mar-03 LLC Mauritius (holding 384) and Karur Vysya Bank Ltd(constituting 100) The Bank also
Mar-03 Increases the authorised share capital of the Bank from Rs 230 crores to Rs 300 crores
Feb-03 Bank in a pioneering move launches the AT PAR Cheque facility free of cost for all its Savings Bank customers
Feb-03 Bank wins mandate to set up 14 ATMs at the Western Railway stations along the Mumbai division
Oct-02 Bank launches Corporate iConnect - the Internet Banking facility for Corporates
Aug-02 Bank signs MoU with BSNL regarding bill collection services across the country through both online and offline channels
Apr-02 Bank opens its 500th ATM
Mar-02 Deposits Cross Rs12 000 Crore
Jan-02 The Banks 100th branch opens at TuticorinTamilnadu
Jan-02 The Bank opens an ATM at the Gol Dak-Khana ie the New Delhi GPO making it the first instance of a commercial bank setting up an ATM at any post-office in the country
Dec-01 Total Advances cross Rs 5000 Crore
Nov-01 The deposit base for the Bank crosses Rs 10000 Crore
Sep-01 Private placement of 26 stake in the Bank to CDC Capital Partners UTI holding reduces to 4488
Aug-01 Bank signs MoU with India Post for introducing value added financial products and services to customers of both organizations including setting up of UTI Bank ATMs in post offices
July-01 Bank ties up with Govt of Andhra Pradesh for collection of commercial tax
Dec-00 Bank opens its 200th ATM It becomes the 2nd largest ATM network in the country a position held even today
Oct-00 Bank becomes fully networked
July-00 E-commerce initiatives announced
July-00 Financial Advisory Services offered beginning with marketing of US 64
Apr-00 UTI Bank calls off its proposed merger with Global Trust Bank and surges ahead on its own
Apr-00 Bank launches its Internet banking module iConnect Retail loans introduced for the first time by the Bank
Mar-00 Profits cross Rs 50 crore mark for the first time
Feb-00 Bank adopts Finacle software from Infosys for core banking
Jan-00 DrPJ Nayak takes over as Chairman and Managing Director from Shri Supriya Gupta
Sep-99 Cash management services (CMS) launched Co branded credit card launched
Mar-99 Deposits cross Rs3000 crores
Sep-98 UTI Bank goes public with a Rs 71 crore public issue Issue over-subscribed 12 times over 1 lakh retail investors UTI holding reduces to 6085
Jun-96 Crosses Rs1000 crore deposit mark
Mar-95 Completes first profitable year in operation
Apr-94 First branch of UTI Bank inaugurated at Ahmedabad by Dr Manmohan Singh Honble Finance Minister Government of India
Dec-93 UTI Bank comes into being
Dec-93 Registered office at Ahmedabad Head office at Mumbai
Challenges Ahead
(i) Improving profitability The most direct result of the banking reforms is increasing
competition and narrowing of spreads and its impact on the profitability of banks The
challenge for banks is how to manage with thinning margins while at the same time
working to improve productivity which remains low in relation to global standards This
is particularly important because with dilution in banksrsquo equity analysts and shareholders
now closely track their performance Thus with falling spreads rising provision for
NPAs and falling interest rates greater attention will need to be paid to reducing
transaction costs This will require tremendous efforts in the area of technology and for
banks to build capabilities to handle much bigger volumes
(ii) Reinforcing technology Technology has thus become a strategic and integral part of
banking driving banks to acquire and implement world class systems that enable them to
provide products and services in large volumes at a competitive cost with better risk
management practices The pressure to undertake extensive computerization is very real
as banks that adopt the latest in technology have an edge over others Customers have
become very demanding and banks have to deliver customized products through multiple
channels allowing customers access to the bank round the clock
(iii) Risk management The deregulated environment brings in its wake risks along with
profitable opportunities and technology plays a crucial role in managing these risks In
addition to being exposed to credit risk market risk and operational risk the business of
banks would be susceptible to country risk which will be heightened as controls on the
movement of capital are eased In this context banks are upgrading their credit
assessment and risk management skills and retraining staff developing a cadre of
specialists and introducing technology driven management information systems
(iv) Sharpening skills The far-reaching changes in the banking and financial sector
entail a fundamental shift in the set of skills required in banking To meet increased
competition and manage risks the demand for specialized banking functions using IT as
a competitive tool is set to go up Special skills in retail banking treasury risk
management foreign exchange development banking etc will need to be carefully
nurtured and built Thus the twin pillars of the banking sector ie human resources and
IT will have to be strengthened
(v) Greater customer orientation In todayrsquos competitive environment banks will have
to strive to attract and retain customers by introducing innovative products enhancing the
quality of customer service and marketing a variety of products through diverse channels
targeted at specific customer groups
(vi) Corporate governance Besides using their strengths and strategic initiatives for
creating shareholder value banks have to be conscious of their responsibilities towards
corporate governance Financial liberalization as the ownership of banks gets broad
based the importance of institutional and individual shareholders will increase In such a
scenario banks will need to put in place a code for corporate governance for benefiting
all stakeholders of a corporate entity
(vii) International standards Introducing internationally followed best practices and
observing universally acceptable standards and codes is necessary for strengthening the
domestic financial architecture This includes best practices in the area of corporate
governance along with full transparency in disclosures In todays globalize world
focusing on the observance of standards will help smooth integration with world financial
Chapter II
Objective amp Methodology
significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
Research Objectives
To find out the level of customer awareness about the name change in name from
UTI Bank to Axis Bank
To find out the source of customer awareness
To find out the perception before and after change of nameUTI Bank to Axis Bank
To measuring the level of awareness of customers after the branding of Axis Bank
To measure the Impact of Branding upon customers and their perception about the name
changed
Scope and Plan of the Study
This project will help me to understand the consumer awareness level of customers
regarding the name change from UTI Bank to Axis Bank
This project work will also be helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
The growth in the Indian Banking Industry has been more qualitative than quantitative
and it is expected to remain the same in the coming years Based on the projections made
in the India Vision 2020 prepared by the Planning Commission and the Draft 10th Plan
the report forecasts that the pace of expansion in the balance-sheets of banks is likely to
decelerate The total asset of all scheduled commercial banks by end-March 2010 is
estimated at Rs 4090000 crores That will comprise about 65 per cent of GDP at current
market prices as compared to 67 per cent in 2002-03 Bank assets are expected to grow at
an annual composite rate of 134 per cent during the rest of the decade as against the
growth rate of 167 per cent that existed between 1994-95 and 2002-03 It is expected that
there will be large additions to the capital base and reserves on the liability side
This project has future scope for me as I am working with Axis Bank This project helps
me to understand the consumer awareness level of customers regarding the name change
from UTI Bank to Axis Bank
This project work is also helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
Methodology
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
overseas operations amounted to US$ 218 billion as at end June 2009 as compared to
US$ 180 billion as at end June 2008 a growth of 21 yoy
bull Capital amp Net Worth
The Net Worth of the Bank was Rs 10282 crores as at end June 2009 as compared to Rs
8742 crores as at end June 2008 a growth of 18 yoy The Capital Adequacy Ratio for
the Bank was 1528 as at end June 2009 as compared to 1325 as at end June 2008
The Tier - I capital amounted to 939 as at end June 2009 as against 993 as at end
June 2008
Milestones
Mar-08 Axis Bank launches Platinum Credit Card Indias first EMV chip based card
Dec-07 Axis Bank gets AAA National Long-Term Rating from Fitch Ratings
Sept-07 Axis Bank ties up with Banque Priveacutee Edmond de Rothschild Europe for Wealth Management
July-07 UTI Bank re-brands itself as Axis Bank
July-07 UTI Bank successfully raises USD 1050 million-
July-07 UTI Bank ties up with Tata Motors Ltd for Car Loans
June-07 UTI Banks expansion into Asia supported by FRS
May-07 UTI Bank launches Spice Rewards on the bankcards - Indias first-ever merchant-supported rewards program
April-07 UTI Bank opens a Financial Services Category I Branch in the DIFC in Dubai
Mar-07 UTI Bank ties up with Hyundai Motor India Ltd for Car Loans
Mar-07 UTI Bank ties up with IIFCL to provide finance for infrastructural projects in the country
Mar-07 UTI Bank launches Car Loans in association with Maruti Udyog Ltd
Mar-07 UTI Bank opens a Full Licence Bank Branch in Hong Kong
Feb-07 Finance Minister Shri P Chidambaram Launches Shriram - UTI Bank Co - Branded Credit Card
Exclusively For Small Road Transport Operators (SRTOS)
Feb-07 UTI Bank announces the launch of its Meal Card
Feb-07 UTI Bank announces the launch of its Gift Card
Feb-07 LIC Premium payment now through UTI Bank Branches
Jan-07 UTI bank opens Priority Banking branch in Mumbai and Kolkata
Nov-06 UTI Bank opens Priority Banking Lounge in Pune
Sep-06 UTI Bank launches operations of UBL Sales its Sales Subsidiary - Inaugurates its first office in Bangalore
Aug-06 UTI Bank announces the launch of its Credit Card Business
Aug-06 UTI Bank becomes the first Indian Bank to successfully issue Foreign Currency Hybrid Capital in the International Market
Aug-06 UTI Bank Business Gold Debit Card MasterCard Launched - Designed for business related spending by SMEs and self employed professionals
Aug-06 UTI Bank announces the scheme of issuance of Senior Citizen ID Card in association with Dignity Foundation
Aug-06 UTI Bank rolls out its 2000th ATM
July-06 UTI Bank opens Representative Office in Shanghai
May-06 UTI Bank and LIC join hands to launch an Annuity Card for group pensioners of LIC
May-06 UTI Bank ties up with Geojit Financial Services to offer Online Trading service to its customers
Apr-06 UTI Bank opens its first international branch in Singapore
Jan-06 UTI Bank and UTI Mutual Fund to launch a new service for sale and redemption of mutual fund schemes through the Banks ATMs across the country
Dec-05 UTI Bank wins International Financing Review (IFR) Asia India Bond House award for the year 2005
Oct-05 UTI Bank extends banking services to the rural milk producers in Anand and Kheda districts in Gujarat
July-05 UTI Bank and Visa International launch Mobile Refill facility - Anytime Anywhere Pre-Paid Mobile Refill for all Visa Cardholders in India
May-05 UTI Bank and Bajaj Allianz join hands to distribute general insurance products
Apr-05 UTI Bank launches Smart Privilege - a special bank account designed for women
Mar-05 MTNL ties up with UTI Bank for payment of telephone bills through the Banks ATM network
Mar-05 UTI Bank gets listed on the London Stock Exchange raises US$ 23930 million through Global
Mar-05 Depositary Receipts (GDRs)
Feb-05 UTI Bank appointed by Government of Karnataka as the sole banker for the Bangalore One (B1) project
Feb-05 UTI Bank launches a powerful version of Kisan Credit Card
Jan-05 UTI Bank ties up with Remit2India to launch the Remittance Card
Mar-04 UTI Bank enables premium payment of LIC policies through its ATMs
Feb-04 Bilateral arrangement between State Bank of India (and its 7 associate member banks) and UTI Bank comes into force with the commencement of operations (as on 3rd February 04) of the combined network of over 4000 ATMs
Feb-04 UTI Bank (by pursuing a proactive strategy of forging bilateral agreements and being a progressive player in the multi-lateral consortiums for shared ATM network) offers its customers access to over 7000 ATMs across the country - the largest to be offered by any bank in India so far
Dec-03 Bank inaugurated its ATM at Thegu near the Nathula Pass in Sikkim This ATM is at the highest altitude in India
Sep-03 The Banks ATMs across the country crosses the thousand mark
Sep-03 Bank launches the Travel Currency Card
Aug-03 The Banks Debit Card crosses the one million mark
Aug-03 Total Advances cross Rs 7000 Crore
May-03 Bank declares a net profit of Rs 19218 crores for FY03 a growth of 43 over the previous year
Mar-03 Bank signs Agreement with Employees Provident Fund Organization (EPFO) for disbursement of Pension
Mar-03 Bank crosses the 800 ATM mark
Mar-03 The Bank issues 38362834 fully paid up equity shares totaling to Rs 16400 crores through a
Mar-03 Preferential offer to Life Insurance Corporation of India (now constituting 1354 of
Mar-03 the Banks expanded equity) Citicorp Banking Corporation Bahrain (holding 384) ChrysCapital I
Mar-03 LLC Mauritius (holding 384) and Karur Vysya Bank Ltd(constituting 100) The Bank also
Mar-03 Increases the authorised share capital of the Bank from Rs 230 crores to Rs 300 crores
Feb-03 Bank in a pioneering move launches the AT PAR Cheque facility free of cost for all its Savings Bank customers
Feb-03 Bank wins mandate to set up 14 ATMs at the Western Railway stations along the Mumbai division
Oct-02 Bank launches Corporate iConnect - the Internet Banking facility for Corporates
Aug-02 Bank signs MoU with BSNL regarding bill collection services across the country through both online and offline channels
Apr-02 Bank opens its 500th ATM
Mar-02 Deposits Cross Rs12 000 Crore
Jan-02 The Banks 100th branch opens at TuticorinTamilnadu
Jan-02 The Bank opens an ATM at the Gol Dak-Khana ie the New Delhi GPO making it the first instance of a commercial bank setting up an ATM at any post-office in the country
Dec-01 Total Advances cross Rs 5000 Crore
Nov-01 The deposit base for the Bank crosses Rs 10000 Crore
Sep-01 Private placement of 26 stake in the Bank to CDC Capital Partners UTI holding reduces to 4488
Aug-01 Bank signs MoU with India Post for introducing value added financial products and services to customers of both organizations including setting up of UTI Bank ATMs in post offices
July-01 Bank ties up with Govt of Andhra Pradesh for collection of commercial tax
Dec-00 Bank opens its 200th ATM It becomes the 2nd largest ATM network in the country a position held even today
Oct-00 Bank becomes fully networked
July-00 E-commerce initiatives announced
July-00 Financial Advisory Services offered beginning with marketing of US 64
Apr-00 UTI Bank calls off its proposed merger with Global Trust Bank and surges ahead on its own
Apr-00 Bank launches its Internet banking module iConnect Retail loans introduced for the first time by the Bank
Mar-00 Profits cross Rs 50 crore mark for the first time
Feb-00 Bank adopts Finacle software from Infosys for core banking
Jan-00 DrPJ Nayak takes over as Chairman and Managing Director from Shri Supriya Gupta
Sep-99 Cash management services (CMS) launched Co branded credit card launched
Mar-99 Deposits cross Rs3000 crores
Sep-98 UTI Bank goes public with a Rs 71 crore public issue Issue over-subscribed 12 times over 1 lakh retail investors UTI holding reduces to 6085
Jun-96 Crosses Rs1000 crore deposit mark
Mar-95 Completes first profitable year in operation
Apr-94 First branch of UTI Bank inaugurated at Ahmedabad by Dr Manmohan Singh Honble Finance Minister Government of India
Dec-93 UTI Bank comes into being
Dec-93 Registered office at Ahmedabad Head office at Mumbai
Challenges Ahead
(i) Improving profitability The most direct result of the banking reforms is increasing
competition and narrowing of spreads and its impact on the profitability of banks The
challenge for banks is how to manage with thinning margins while at the same time
working to improve productivity which remains low in relation to global standards This
is particularly important because with dilution in banksrsquo equity analysts and shareholders
now closely track their performance Thus with falling spreads rising provision for
NPAs and falling interest rates greater attention will need to be paid to reducing
transaction costs This will require tremendous efforts in the area of technology and for
banks to build capabilities to handle much bigger volumes
(ii) Reinforcing technology Technology has thus become a strategic and integral part of
banking driving banks to acquire and implement world class systems that enable them to
provide products and services in large volumes at a competitive cost with better risk
management practices The pressure to undertake extensive computerization is very real
as banks that adopt the latest in technology have an edge over others Customers have
become very demanding and banks have to deliver customized products through multiple
channels allowing customers access to the bank round the clock
(iii) Risk management The deregulated environment brings in its wake risks along with
profitable opportunities and technology plays a crucial role in managing these risks In
addition to being exposed to credit risk market risk and operational risk the business of
banks would be susceptible to country risk which will be heightened as controls on the
movement of capital are eased In this context banks are upgrading their credit
assessment and risk management skills and retraining staff developing a cadre of
specialists and introducing technology driven management information systems
(iv) Sharpening skills The far-reaching changes in the banking and financial sector
entail a fundamental shift in the set of skills required in banking To meet increased
competition and manage risks the demand for specialized banking functions using IT as
a competitive tool is set to go up Special skills in retail banking treasury risk
management foreign exchange development banking etc will need to be carefully
nurtured and built Thus the twin pillars of the banking sector ie human resources and
IT will have to be strengthened
(v) Greater customer orientation In todayrsquos competitive environment banks will have
to strive to attract and retain customers by introducing innovative products enhancing the
quality of customer service and marketing a variety of products through diverse channels
targeted at specific customer groups
(vi) Corporate governance Besides using their strengths and strategic initiatives for
creating shareholder value banks have to be conscious of their responsibilities towards
corporate governance Financial liberalization as the ownership of banks gets broad
based the importance of institutional and individual shareholders will increase In such a
scenario banks will need to put in place a code for corporate governance for benefiting
all stakeholders of a corporate entity
(vii) International standards Introducing internationally followed best practices and
observing universally acceptable standards and codes is necessary for strengthening the
domestic financial architecture This includes best practices in the area of corporate
governance along with full transparency in disclosures In todays globalize world
focusing on the observance of standards will help smooth integration with world financial
Chapter II
Objective amp Methodology
significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
Research Objectives
To find out the level of customer awareness about the name change in name from
UTI Bank to Axis Bank
To find out the source of customer awareness
To find out the perception before and after change of nameUTI Bank to Axis Bank
To measuring the level of awareness of customers after the branding of Axis Bank
To measure the Impact of Branding upon customers and their perception about the name
changed
Scope and Plan of the Study
This project will help me to understand the consumer awareness level of customers
regarding the name change from UTI Bank to Axis Bank
This project work will also be helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
The growth in the Indian Banking Industry has been more qualitative than quantitative
and it is expected to remain the same in the coming years Based on the projections made
in the India Vision 2020 prepared by the Planning Commission and the Draft 10th Plan
the report forecasts that the pace of expansion in the balance-sheets of banks is likely to
decelerate The total asset of all scheduled commercial banks by end-March 2010 is
estimated at Rs 4090000 crores That will comprise about 65 per cent of GDP at current
market prices as compared to 67 per cent in 2002-03 Bank assets are expected to grow at
an annual composite rate of 134 per cent during the rest of the decade as against the
growth rate of 167 per cent that existed between 1994-95 and 2002-03 It is expected that
there will be large additions to the capital base and reserves on the liability side
This project has future scope for me as I am working with Axis Bank This project helps
me to understand the consumer awareness level of customers regarding the name change
from UTI Bank to Axis Bank
This project work is also helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
Methodology
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
Exclusively For Small Road Transport Operators (SRTOS)
Feb-07 UTI Bank announces the launch of its Meal Card
Feb-07 UTI Bank announces the launch of its Gift Card
Feb-07 LIC Premium payment now through UTI Bank Branches
Jan-07 UTI bank opens Priority Banking branch in Mumbai and Kolkata
Nov-06 UTI Bank opens Priority Banking Lounge in Pune
Sep-06 UTI Bank launches operations of UBL Sales its Sales Subsidiary - Inaugurates its first office in Bangalore
Aug-06 UTI Bank announces the launch of its Credit Card Business
Aug-06 UTI Bank becomes the first Indian Bank to successfully issue Foreign Currency Hybrid Capital in the International Market
Aug-06 UTI Bank Business Gold Debit Card MasterCard Launched - Designed for business related spending by SMEs and self employed professionals
Aug-06 UTI Bank announces the scheme of issuance of Senior Citizen ID Card in association with Dignity Foundation
Aug-06 UTI Bank rolls out its 2000th ATM
July-06 UTI Bank opens Representative Office in Shanghai
May-06 UTI Bank and LIC join hands to launch an Annuity Card for group pensioners of LIC
May-06 UTI Bank ties up with Geojit Financial Services to offer Online Trading service to its customers
Apr-06 UTI Bank opens its first international branch in Singapore
Jan-06 UTI Bank and UTI Mutual Fund to launch a new service for sale and redemption of mutual fund schemes through the Banks ATMs across the country
Dec-05 UTI Bank wins International Financing Review (IFR) Asia India Bond House award for the year 2005
Oct-05 UTI Bank extends banking services to the rural milk producers in Anand and Kheda districts in Gujarat
July-05 UTI Bank and Visa International launch Mobile Refill facility - Anytime Anywhere Pre-Paid Mobile Refill for all Visa Cardholders in India
May-05 UTI Bank and Bajaj Allianz join hands to distribute general insurance products
Apr-05 UTI Bank launches Smart Privilege - a special bank account designed for women
Mar-05 MTNL ties up with UTI Bank for payment of telephone bills through the Banks ATM network
Mar-05 UTI Bank gets listed on the London Stock Exchange raises US$ 23930 million through Global
Mar-05 Depositary Receipts (GDRs)
Feb-05 UTI Bank appointed by Government of Karnataka as the sole banker for the Bangalore One (B1) project
Feb-05 UTI Bank launches a powerful version of Kisan Credit Card
Jan-05 UTI Bank ties up with Remit2India to launch the Remittance Card
Mar-04 UTI Bank enables premium payment of LIC policies through its ATMs
Feb-04 Bilateral arrangement between State Bank of India (and its 7 associate member banks) and UTI Bank comes into force with the commencement of operations (as on 3rd February 04) of the combined network of over 4000 ATMs
Feb-04 UTI Bank (by pursuing a proactive strategy of forging bilateral agreements and being a progressive player in the multi-lateral consortiums for shared ATM network) offers its customers access to over 7000 ATMs across the country - the largest to be offered by any bank in India so far
Dec-03 Bank inaugurated its ATM at Thegu near the Nathula Pass in Sikkim This ATM is at the highest altitude in India
Sep-03 The Banks ATMs across the country crosses the thousand mark
Sep-03 Bank launches the Travel Currency Card
Aug-03 The Banks Debit Card crosses the one million mark
Aug-03 Total Advances cross Rs 7000 Crore
May-03 Bank declares a net profit of Rs 19218 crores for FY03 a growth of 43 over the previous year
Mar-03 Bank signs Agreement with Employees Provident Fund Organization (EPFO) for disbursement of Pension
Mar-03 Bank crosses the 800 ATM mark
Mar-03 The Bank issues 38362834 fully paid up equity shares totaling to Rs 16400 crores through a
Mar-03 Preferential offer to Life Insurance Corporation of India (now constituting 1354 of
Mar-03 the Banks expanded equity) Citicorp Banking Corporation Bahrain (holding 384) ChrysCapital I
Mar-03 LLC Mauritius (holding 384) and Karur Vysya Bank Ltd(constituting 100) The Bank also
Mar-03 Increases the authorised share capital of the Bank from Rs 230 crores to Rs 300 crores
Feb-03 Bank in a pioneering move launches the AT PAR Cheque facility free of cost for all its Savings Bank customers
Feb-03 Bank wins mandate to set up 14 ATMs at the Western Railway stations along the Mumbai division
Oct-02 Bank launches Corporate iConnect - the Internet Banking facility for Corporates
Aug-02 Bank signs MoU with BSNL regarding bill collection services across the country through both online and offline channels
Apr-02 Bank opens its 500th ATM
Mar-02 Deposits Cross Rs12 000 Crore
Jan-02 The Banks 100th branch opens at TuticorinTamilnadu
Jan-02 The Bank opens an ATM at the Gol Dak-Khana ie the New Delhi GPO making it the first instance of a commercial bank setting up an ATM at any post-office in the country
Dec-01 Total Advances cross Rs 5000 Crore
Nov-01 The deposit base for the Bank crosses Rs 10000 Crore
Sep-01 Private placement of 26 stake in the Bank to CDC Capital Partners UTI holding reduces to 4488
Aug-01 Bank signs MoU with India Post for introducing value added financial products and services to customers of both organizations including setting up of UTI Bank ATMs in post offices
July-01 Bank ties up with Govt of Andhra Pradesh for collection of commercial tax
Dec-00 Bank opens its 200th ATM It becomes the 2nd largest ATM network in the country a position held even today
Oct-00 Bank becomes fully networked
July-00 E-commerce initiatives announced
July-00 Financial Advisory Services offered beginning with marketing of US 64
Apr-00 UTI Bank calls off its proposed merger with Global Trust Bank and surges ahead on its own
Apr-00 Bank launches its Internet banking module iConnect Retail loans introduced for the first time by the Bank
Mar-00 Profits cross Rs 50 crore mark for the first time
Feb-00 Bank adopts Finacle software from Infosys for core banking
Jan-00 DrPJ Nayak takes over as Chairman and Managing Director from Shri Supriya Gupta
Sep-99 Cash management services (CMS) launched Co branded credit card launched
Mar-99 Deposits cross Rs3000 crores
Sep-98 UTI Bank goes public with a Rs 71 crore public issue Issue over-subscribed 12 times over 1 lakh retail investors UTI holding reduces to 6085
Jun-96 Crosses Rs1000 crore deposit mark
Mar-95 Completes first profitable year in operation
Apr-94 First branch of UTI Bank inaugurated at Ahmedabad by Dr Manmohan Singh Honble Finance Minister Government of India
Dec-93 UTI Bank comes into being
Dec-93 Registered office at Ahmedabad Head office at Mumbai
Challenges Ahead
(i) Improving profitability The most direct result of the banking reforms is increasing
competition and narrowing of spreads and its impact on the profitability of banks The
challenge for banks is how to manage with thinning margins while at the same time
working to improve productivity which remains low in relation to global standards This
is particularly important because with dilution in banksrsquo equity analysts and shareholders
now closely track their performance Thus with falling spreads rising provision for
NPAs and falling interest rates greater attention will need to be paid to reducing
transaction costs This will require tremendous efforts in the area of technology and for
banks to build capabilities to handle much bigger volumes
(ii) Reinforcing technology Technology has thus become a strategic and integral part of
banking driving banks to acquire and implement world class systems that enable them to
provide products and services in large volumes at a competitive cost with better risk
management practices The pressure to undertake extensive computerization is very real
as banks that adopt the latest in technology have an edge over others Customers have
become very demanding and banks have to deliver customized products through multiple
channels allowing customers access to the bank round the clock
(iii) Risk management The deregulated environment brings in its wake risks along with
profitable opportunities and technology plays a crucial role in managing these risks In
addition to being exposed to credit risk market risk and operational risk the business of
banks would be susceptible to country risk which will be heightened as controls on the
movement of capital are eased In this context banks are upgrading their credit
assessment and risk management skills and retraining staff developing a cadre of
specialists and introducing technology driven management information systems
(iv) Sharpening skills The far-reaching changes in the banking and financial sector
entail a fundamental shift in the set of skills required in banking To meet increased
competition and manage risks the demand for specialized banking functions using IT as
a competitive tool is set to go up Special skills in retail banking treasury risk
management foreign exchange development banking etc will need to be carefully
nurtured and built Thus the twin pillars of the banking sector ie human resources and
IT will have to be strengthened
(v) Greater customer orientation In todayrsquos competitive environment banks will have
to strive to attract and retain customers by introducing innovative products enhancing the
quality of customer service and marketing a variety of products through diverse channels
targeted at specific customer groups
(vi) Corporate governance Besides using their strengths and strategic initiatives for
creating shareholder value banks have to be conscious of their responsibilities towards
corporate governance Financial liberalization as the ownership of banks gets broad
based the importance of institutional and individual shareholders will increase In such a
scenario banks will need to put in place a code for corporate governance for benefiting
all stakeholders of a corporate entity
(vii) International standards Introducing internationally followed best practices and
observing universally acceptable standards and codes is necessary for strengthening the
domestic financial architecture This includes best practices in the area of corporate
governance along with full transparency in disclosures In todays globalize world
focusing on the observance of standards will help smooth integration with world financial
Chapter II
Objective amp Methodology
significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
Research Objectives
To find out the level of customer awareness about the name change in name from
UTI Bank to Axis Bank
To find out the source of customer awareness
To find out the perception before and after change of nameUTI Bank to Axis Bank
To measuring the level of awareness of customers after the branding of Axis Bank
To measure the Impact of Branding upon customers and their perception about the name
changed
Scope and Plan of the Study
This project will help me to understand the consumer awareness level of customers
regarding the name change from UTI Bank to Axis Bank
This project work will also be helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
The growth in the Indian Banking Industry has been more qualitative than quantitative
and it is expected to remain the same in the coming years Based on the projections made
in the India Vision 2020 prepared by the Planning Commission and the Draft 10th Plan
the report forecasts that the pace of expansion in the balance-sheets of banks is likely to
decelerate The total asset of all scheduled commercial banks by end-March 2010 is
estimated at Rs 4090000 crores That will comprise about 65 per cent of GDP at current
market prices as compared to 67 per cent in 2002-03 Bank assets are expected to grow at
an annual composite rate of 134 per cent during the rest of the decade as against the
growth rate of 167 per cent that existed between 1994-95 and 2002-03 It is expected that
there will be large additions to the capital base and reserves on the liability side
This project has future scope for me as I am working with Axis Bank This project helps
me to understand the consumer awareness level of customers regarding the name change
from UTI Bank to Axis Bank
This project work is also helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
Methodology
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
Mar-05 MTNL ties up with UTI Bank for payment of telephone bills through the Banks ATM network
Mar-05 UTI Bank gets listed on the London Stock Exchange raises US$ 23930 million through Global
Mar-05 Depositary Receipts (GDRs)
Feb-05 UTI Bank appointed by Government of Karnataka as the sole banker for the Bangalore One (B1) project
Feb-05 UTI Bank launches a powerful version of Kisan Credit Card
Jan-05 UTI Bank ties up with Remit2India to launch the Remittance Card
Mar-04 UTI Bank enables premium payment of LIC policies through its ATMs
Feb-04 Bilateral arrangement between State Bank of India (and its 7 associate member banks) and UTI Bank comes into force with the commencement of operations (as on 3rd February 04) of the combined network of over 4000 ATMs
Feb-04 UTI Bank (by pursuing a proactive strategy of forging bilateral agreements and being a progressive player in the multi-lateral consortiums for shared ATM network) offers its customers access to over 7000 ATMs across the country - the largest to be offered by any bank in India so far
Dec-03 Bank inaugurated its ATM at Thegu near the Nathula Pass in Sikkim This ATM is at the highest altitude in India
Sep-03 The Banks ATMs across the country crosses the thousand mark
Sep-03 Bank launches the Travel Currency Card
Aug-03 The Banks Debit Card crosses the one million mark
Aug-03 Total Advances cross Rs 7000 Crore
May-03 Bank declares a net profit of Rs 19218 crores for FY03 a growth of 43 over the previous year
Mar-03 Bank signs Agreement with Employees Provident Fund Organization (EPFO) for disbursement of Pension
Mar-03 Bank crosses the 800 ATM mark
Mar-03 The Bank issues 38362834 fully paid up equity shares totaling to Rs 16400 crores through a
Mar-03 Preferential offer to Life Insurance Corporation of India (now constituting 1354 of
Mar-03 the Banks expanded equity) Citicorp Banking Corporation Bahrain (holding 384) ChrysCapital I
Mar-03 LLC Mauritius (holding 384) and Karur Vysya Bank Ltd(constituting 100) The Bank also
Mar-03 Increases the authorised share capital of the Bank from Rs 230 crores to Rs 300 crores
Feb-03 Bank in a pioneering move launches the AT PAR Cheque facility free of cost for all its Savings Bank customers
Feb-03 Bank wins mandate to set up 14 ATMs at the Western Railway stations along the Mumbai division
Oct-02 Bank launches Corporate iConnect - the Internet Banking facility for Corporates
Aug-02 Bank signs MoU with BSNL regarding bill collection services across the country through both online and offline channels
Apr-02 Bank opens its 500th ATM
Mar-02 Deposits Cross Rs12 000 Crore
Jan-02 The Banks 100th branch opens at TuticorinTamilnadu
Jan-02 The Bank opens an ATM at the Gol Dak-Khana ie the New Delhi GPO making it the first instance of a commercial bank setting up an ATM at any post-office in the country
Dec-01 Total Advances cross Rs 5000 Crore
Nov-01 The deposit base for the Bank crosses Rs 10000 Crore
Sep-01 Private placement of 26 stake in the Bank to CDC Capital Partners UTI holding reduces to 4488
Aug-01 Bank signs MoU with India Post for introducing value added financial products and services to customers of both organizations including setting up of UTI Bank ATMs in post offices
July-01 Bank ties up with Govt of Andhra Pradesh for collection of commercial tax
Dec-00 Bank opens its 200th ATM It becomes the 2nd largest ATM network in the country a position held even today
Oct-00 Bank becomes fully networked
July-00 E-commerce initiatives announced
July-00 Financial Advisory Services offered beginning with marketing of US 64
Apr-00 UTI Bank calls off its proposed merger with Global Trust Bank and surges ahead on its own
Apr-00 Bank launches its Internet banking module iConnect Retail loans introduced for the first time by the Bank
Mar-00 Profits cross Rs 50 crore mark for the first time
Feb-00 Bank adopts Finacle software from Infosys for core banking
Jan-00 DrPJ Nayak takes over as Chairman and Managing Director from Shri Supriya Gupta
Sep-99 Cash management services (CMS) launched Co branded credit card launched
Mar-99 Deposits cross Rs3000 crores
Sep-98 UTI Bank goes public with a Rs 71 crore public issue Issue over-subscribed 12 times over 1 lakh retail investors UTI holding reduces to 6085
Jun-96 Crosses Rs1000 crore deposit mark
Mar-95 Completes first profitable year in operation
Apr-94 First branch of UTI Bank inaugurated at Ahmedabad by Dr Manmohan Singh Honble Finance Minister Government of India
Dec-93 UTI Bank comes into being
Dec-93 Registered office at Ahmedabad Head office at Mumbai
Challenges Ahead
(i) Improving profitability The most direct result of the banking reforms is increasing
competition and narrowing of spreads and its impact on the profitability of banks The
challenge for banks is how to manage with thinning margins while at the same time
working to improve productivity which remains low in relation to global standards This
is particularly important because with dilution in banksrsquo equity analysts and shareholders
now closely track their performance Thus with falling spreads rising provision for
NPAs and falling interest rates greater attention will need to be paid to reducing
transaction costs This will require tremendous efforts in the area of technology and for
banks to build capabilities to handle much bigger volumes
(ii) Reinforcing technology Technology has thus become a strategic and integral part of
banking driving banks to acquire and implement world class systems that enable them to
provide products and services in large volumes at a competitive cost with better risk
management practices The pressure to undertake extensive computerization is very real
as banks that adopt the latest in technology have an edge over others Customers have
become very demanding and banks have to deliver customized products through multiple
channels allowing customers access to the bank round the clock
(iii) Risk management The deregulated environment brings in its wake risks along with
profitable opportunities and technology plays a crucial role in managing these risks In
addition to being exposed to credit risk market risk and operational risk the business of
banks would be susceptible to country risk which will be heightened as controls on the
movement of capital are eased In this context banks are upgrading their credit
assessment and risk management skills and retraining staff developing a cadre of
specialists and introducing technology driven management information systems
(iv) Sharpening skills The far-reaching changes in the banking and financial sector
entail a fundamental shift in the set of skills required in banking To meet increased
competition and manage risks the demand for specialized banking functions using IT as
a competitive tool is set to go up Special skills in retail banking treasury risk
management foreign exchange development banking etc will need to be carefully
nurtured and built Thus the twin pillars of the banking sector ie human resources and
IT will have to be strengthened
(v) Greater customer orientation In todayrsquos competitive environment banks will have
to strive to attract and retain customers by introducing innovative products enhancing the
quality of customer service and marketing a variety of products through diverse channels
targeted at specific customer groups
(vi) Corporate governance Besides using their strengths and strategic initiatives for
creating shareholder value banks have to be conscious of their responsibilities towards
corporate governance Financial liberalization as the ownership of banks gets broad
based the importance of institutional and individual shareholders will increase In such a
scenario banks will need to put in place a code for corporate governance for benefiting
all stakeholders of a corporate entity
(vii) International standards Introducing internationally followed best practices and
observing universally acceptable standards and codes is necessary for strengthening the
domestic financial architecture This includes best practices in the area of corporate
governance along with full transparency in disclosures In todays globalize world
focusing on the observance of standards will help smooth integration with world financial
Chapter II
Objective amp Methodology
significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
Research Objectives
To find out the level of customer awareness about the name change in name from
UTI Bank to Axis Bank
To find out the source of customer awareness
To find out the perception before and after change of nameUTI Bank to Axis Bank
To measuring the level of awareness of customers after the branding of Axis Bank
To measure the Impact of Branding upon customers and their perception about the name
changed
Scope and Plan of the Study
This project will help me to understand the consumer awareness level of customers
regarding the name change from UTI Bank to Axis Bank
This project work will also be helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
The growth in the Indian Banking Industry has been more qualitative than quantitative
and it is expected to remain the same in the coming years Based on the projections made
in the India Vision 2020 prepared by the Planning Commission and the Draft 10th Plan
the report forecasts that the pace of expansion in the balance-sheets of banks is likely to
decelerate The total asset of all scheduled commercial banks by end-March 2010 is
estimated at Rs 4090000 crores That will comprise about 65 per cent of GDP at current
market prices as compared to 67 per cent in 2002-03 Bank assets are expected to grow at
an annual composite rate of 134 per cent during the rest of the decade as against the
growth rate of 167 per cent that existed between 1994-95 and 2002-03 It is expected that
there will be large additions to the capital base and reserves on the liability side
This project has future scope for me as I am working with Axis Bank This project helps
me to understand the consumer awareness level of customers regarding the name change
from UTI Bank to Axis Bank
This project work is also helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
Methodology
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
Feb-03 Bank in a pioneering move launches the AT PAR Cheque facility free of cost for all its Savings Bank customers
Feb-03 Bank wins mandate to set up 14 ATMs at the Western Railway stations along the Mumbai division
Oct-02 Bank launches Corporate iConnect - the Internet Banking facility for Corporates
Aug-02 Bank signs MoU with BSNL regarding bill collection services across the country through both online and offline channels
Apr-02 Bank opens its 500th ATM
Mar-02 Deposits Cross Rs12 000 Crore
Jan-02 The Banks 100th branch opens at TuticorinTamilnadu
Jan-02 The Bank opens an ATM at the Gol Dak-Khana ie the New Delhi GPO making it the first instance of a commercial bank setting up an ATM at any post-office in the country
Dec-01 Total Advances cross Rs 5000 Crore
Nov-01 The deposit base for the Bank crosses Rs 10000 Crore
Sep-01 Private placement of 26 stake in the Bank to CDC Capital Partners UTI holding reduces to 4488
Aug-01 Bank signs MoU with India Post for introducing value added financial products and services to customers of both organizations including setting up of UTI Bank ATMs in post offices
July-01 Bank ties up with Govt of Andhra Pradesh for collection of commercial tax
Dec-00 Bank opens its 200th ATM It becomes the 2nd largest ATM network in the country a position held even today
Oct-00 Bank becomes fully networked
July-00 E-commerce initiatives announced
July-00 Financial Advisory Services offered beginning with marketing of US 64
Apr-00 UTI Bank calls off its proposed merger with Global Trust Bank and surges ahead on its own
Apr-00 Bank launches its Internet banking module iConnect Retail loans introduced for the first time by the Bank
Mar-00 Profits cross Rs 50 crore mark for the first time
Feb-00 Bank adopts Finacle software from Infosys for core banking
Jan-00 DrPJ Nayak takes over as Chairman and Managing Director from Shri Supriya Gupta
Sep-99 Cash management services (CMS) launched Co branded credit card launched
Mar-99 Deposits cross Rs3000 crores
Sep-98 UTI Bank goes public with a Rs 71 crore public issue Issue over-subscribed 12 times over 1 lakh retail investors UTI holding reduces to 6085
Jun-96 Crosses Rs1000 crore deposit mark
Mar-95 Completes first profitable year in operation
Apr-94 First branch of UTI Bank inaugurated at Ahmedabad by Dr Manmohan Singh Honble Finance Minister Government of India
Dec-93 UTI Bank comes into being
Dec-93 Registered office at Ahmedabad Head office at Mumbai
Challenges Ahead
(i) Improving profitability The most direct result of the banking reforms is increasing
competition and narrowing of spreads and its impact on the profitability of banks The
challenge for banks is how to manage with thinning margins while at the same time
working to improve productivity which remains low in relation to global standards This
is particularly important because with dilution in banksrsquo equity analysts and shareholders
now closely track their performance Thus with falling spreads rising provision for
NPAs and falling interest rates greater attention will need to be paid to reducing
transaction costs This will require tremendous efforts in the area of technology and for
banks to build capabilities to handle much bigger volumes
(ii) Reinforcing technology Technology has thus become a strategic and integral part of
banking driving banks to acquire and implement world class systems that enable them to
provide products and services in large volumes at a competitive cost with better risk
management practices The pressure to undertake extensive computerization is very real
as banks that adopt the latest in technology have an edge over others Customers have
become very demanding and banks have to deliver customized products through multiple
channels allowing customers access to the bank round the clock
(iii) Risk management The deregulated environment brings in its wake risks along with
profitable opportunities and technology plays a crucial role in managing these risks In
addition to being exposed to credit risk market risk and operational risk the business of
banks would be susceptible to country risk which will be heightened as controls on the
movement of capital are eased In this context banks are upgrading their credit
assessment and risk management skills and retraining staff developing a cadre of
specialists and introducing technology driven management information systems
(iv) Sharpening skills The far-reaching changes in the banking and financial sector
entail a fundamental shift in the set of skills required in banking To meet increased
competition and manage risks the demand for specialized banking functions using IT as
a competitive tool is set to go up Special skills in retail banking treasury risk
management foreign exchange development banking etc will need to be carefully
nurtured and built Thus the twin pillars of the banking sector ie human resources and
IT will have to be strengthened
(v) Greater customer orientation In todayrsquos competitive environment banks will have
to strive to attract and retain customers by introducing innovative products enhancing the
quality of customer service and marketing a variety of products through diverse channels
targeted at specific customer groups
(vi) Corporate governance Besides using their strengths and strategic initiatives for
creating shareholder value banks have to be conscious of their responsibilities towards
corporate governance Financial liberalization as the ownership of banks gets broad
based the importance of institutional and individual shareholders will increase In such a
scenario banks will need to put in place a code for corporate governance for benefiting
all stakeholders of a corporate entity
(vii) International standards Introducing internationally followed best practices and
observing universally acceptable standards and codes is necessary for strengthening the
domestic financial architecture This includes best practices in the area of corporate
governance along with full transparency in disclosures In todays globalize world
focusing on the observance of standards will help smooth integration with world financial
Chapter II
Objective amp Methodology
significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
Research Objectives
To find out the level of customer awareness about the name change in name from
UTI Bank to Axis Bank
To find out the source of customer awareness
To find out the perception before and after change of nameUTI Bank to Axis Bank
To measuring the level of awareness of customers after the branding of Axis Bank
To measure the Impact of Branding upon customers and their perception about the name
changed
Scope and Plan of the Study
This project will help me to understand the consumer awareness level of customers
regarding the name change from UTI Bank to Axis Bank
This project work will also be helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
The growth in the Indian Banking Industry has been more qualitative than quantitative
and it is expected to remain the same in the coming years Based on the projections made
in the India Vision 2020 prepared by the Planning Commission and the Draft 10th Plan
the report forecasts that the pace of expansion in the balance-sheets of banks is likely to
decelerate The total asset of all scheduled commercial banks by end-March 2010 is
estimated at Rs 4090000 crores That will comprise about 65 per cent of GDP at current
market prices as compared to 67 per cent in 2002-03 Bank assets are expected to grow at
an annual composite rate of 134 per cent during the rest of the decade as against the
growth rate of 167 per cent that existed between 1994-95 and 2002-03 It is expected that
there will be large additions to the capital base and reserves on the liability side
This project has future scope for me as I am working with Axis Bank This project helps
me to understand the consumer awareness level of customers regarding the name change
from UTI Bank to Axis Bank
This project work is also helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
Methodology
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
Mar-99 Deposits cross Rs3000 crores
Sep-98 UTI Bank goes public with a Rs 71 crore public issue Issue over-subscribed 12 times over 1 lakh retail investors UTI holding reduces to 6085
Jun-96 Crosses Rs1000 crore deposit mark
Mar-95 Completes first profitable year in operation
Apr-94 First branch of UTI Bank inaugurated at Ahmedabad by Dr Manmohan Singh Honble Finance Minister Government of India
Dec-93 UTI Bank comes into being
Dec-93 Registered office at Ahmedabad Head office at Mumbai
Challenges Ahead
(i) Improving profitability The most direct result of the banking reforms is increasing
competition and narrowing of spreads and its impact on the profitability of banks The
challenge for banks is how to manage with thinning margins while at the same time
working to improve productivity which remains low in relation to global standards This
is particularly important because with dilution in banksrsquo equity analysts and shareholders
now closely track their performance Thus with falling spreads rising provision for
NPAs and falling interest rates greater attention will need to be paid to reducing
transaction costs This will require tremendous efforts in the area of technology and for
banks to build capabilities to handle much bigger volumes
(ii) Reinforcing technology Technology has thus become a strategic and integral part of
banking driving banks to acquire and implement world class systems that enable them to
provide products and services in large volumes at a competitive cost with better risk
management practices The pressure to undertake extensive computerization is very real
as banks that adopt the latest in technology have an edge over others Customers have
become very demanding and banks have to deliver customized products through multiple
channels allowing customers access to the bank round the clock
(iii) Risk management The deregulated environment brings in its wake risks along with
profitable opportunities and technology plays a crucial role in managing these risks In
addition to being exposed to credit risk market risk and operational risk the business of
banks would be susceptible to country risk which will be heightened as controls on the
movement of capital are eased In this context banks are upgrading their credit
assessment and risk management skills and retraining staff developing a cadre of
specialists and introducing technology driven management information systems
(iv) Sharpening skills The far-reaching changes in the banking and financial sector
entail a fundamental shift in the set of skills required in banking To meet increased
competition and manage risks the demand for specialized banking functions using IT as
a competitive tool is set to go up Special skills in retail banking treasury risk
management foreign exchange development banking etc will need to be carefully
nurtured and built Thus the twin pillars of the banking sector ie human resources and
IT will have to be strengthened
(v) Greater customer orientation In todayrsquos competitive environment banks will have
to strive to attract and retain customers by introducing innovative products enhancing the
quality of customer service and marketing a variety of products through diverse channels
targeted at specific customer groups
(vi) Corporate governance Besides using their strengths and strategic initiatives for
creating shareholder value banks have to be conscious of their responsibilities towards
corporate governance Financial liberalization as the ownership of banks gets broad
based the importance of institutional and individual shareholders will increase In such a
scenario banks will need to put in place a code for corporate governance for benefiting
all stakeholders of a corporate entity
(vii) International standards Introducing internationally followed best practices and
observing universally acceptable standards and codes is necessary for strengthening the
domestic financial architecture This includes best practices in the area of corporate
governance along with full transparency in disclosures In todays globalize world
focusing on the observance of standards will help smooth integration with world financial
Chapter II
Objective amp Methodology
significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
Research Objectives
To find out the level of customer awareness about the name change in name from
UTI Bank to Axis Bank
To find out the source of customer awareness
To find out the perception before and after change of nameUTI Bank to Axis Bank
To measuring the level of awareness of customers after the branding of Axis Bank
To measure the Impact of Branding upon customers and their perception about the name
changed
Scope and Plan of the Study
This project will help me to understand the consumer awareness level of customers
regarding the name change from UTI Bank to Axis Bank
This project work will also be helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
The growth in the Indian Banking Industry has been more qualitative than quantitative
and it is expected to remain the same in the coming years Based on the projections made
in the India Vision 2020 prepared by the Planning Commission and the Draft 10th Plan
the report forecasts that the pace of expansion in the balance-sheets of banks is likely to
decelerate The total asset of all scheduled commercial banks by end-March 2010 is
estimated at Rs 4090000 crores That will comprise about 65 per cent of GDP at current
market prices as compared to 67 per cent in 2002-03 Bank assets are expected to grow at
an annual composite rate of 134 per cent during the rest of the decade as against the
growth rate of 167 per cent that existed between 1994-95 and 2002-03 It is expected that
there will be large additions to the capital base and reserves on the liability side
This project has future scope for me as I am working with Axis Bank This project helps
me to understand the consumer awareness level of customers regarding the name change
from UTI Bank to Axis Bank
This project work is also helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
Methodology
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
management practices The pressure to undertake extensive computerization is very real
as banks that adopt the latest in technology have an edge over others Customers have
become very demanding and banks have to deliver customized products through multiple
channels allowing customers access to the bank round the clock
(iii) Risk management The deregulated environment brings in its wake risks along with
profitable opportunities and technology plays a crucial role in managing these risks In
addition to being exposed to credit risk market risk and operational risk the business of
banks would be susceptible to country risk which will be heightened as controls on the
movement of capital are eased In this context banks are upgrading their credit
assessment and risk management skills and retraining staff developing a cadre of
specialists and introducing technology driven management information systems
(iv) Sharpening skills The far-reaching changes in the banking and financial sector
entail a fundamental shift in the set of skills required in banking To meet increased
competition and manage risks the demand for specialized banking functions using IT as
a competitive tool is set to go up Special skills in retail banking treasury risk
management foreign exchange development banking etc will need to be carefully
nurtured and built Thus the twin pillars of the banking sector ie human resources and
IT will have to be strengthened
(v) Greater customer orientation In todayrsquos competitive environment banks will have
to strive to attract and retain customers by introducing innovative products enhancing the
quality of customer service and marketing a variety of products through diverse channels
targeted at specific customer groups
(vi) Corporate governance Besides using their strengths and strategic initiatives for
creating shareholder value banks have to be conscious of their responsibilities towards
corporate governance Financial liberalization as the ownership of banks gets broad
based the importance of institutional and individual shareholders will increase In such a
scenario banks will need to put in place a code for corporate governance for benefiting
all stakeholders of a corporate entity
(vii) International standards Introducing internationally followed best practices and
observing universally acceptable standards and codes is necessary for strengthening the
domestic financial architecture This includes best practices in the area of corporate
governance along with full transparency in disclosures In todays globalize world
focusing on the observance of standards will help smooth integration with world financial
Chapter II
Objective amp Methodology
significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
Research Objectives
To find out the level of customer awareness about the name change in name from
UTI Bank to Axis Bank
To find out the source of customer awareness
To find out the perception before and after change of nameUTI Bank to Axis Bank
To measuring the level of awareness of customers after the branding of Axis Bank
To measure the Impact of Branding upon customers and their perception about the name
changed
Scope and Plan of the Study
This project will help me to understand the consumer awareness level of customers
regarding the name change from UTI Bank to Axis Bank
This project work will also be helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
The growth in the Indian Banking Industry has been more qualitative than quantitative
and it is expected to remain the same in the coming years Based on the projections made
in the India Vision 2020 prepared by the Planning Commission and the Draft 10th Plan
the report forecasts that the pace of expansion in the balance-sheets of banks is likely to
decelerate The total asset of all scheduled commercial banks by end-March 2010 is
estimated at Rs 4090000 crores That will comprise about 65 per cent of GDP at current
market prices as compared to 67 per cent in 2002-03 Bank assets are expected to grow at
an annual composite rate of 134 per cent during the rest of the decade as against the
growth rate of 167 per cent that existed between 1994-95 and 2002-03 It is expected that
there will be large additions to the capital base and reserves on the liability side
This project has future scope for me as I am working with Axis Bank This project helps
me to understand the consumer awareness level of customers regarding the name change
from UTI Bank to Axis Bank
This project work is also helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
Methodology
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
quality of customer service and marketing a variety of products through diverse channels
targeted at specific customer groups
(vi) Corporate governance Besides using their strengths and strategic initiatives for
creating shareholder value banks have to be conscious of their responsibilities towards
corporate governance Financial liberalization as the ownership of banks gets broad
based the importance of institutional and individual shareholders will increase In such a
scenario banks will need to put in place a code for corporate governance for benefiting
all stakeholders of a corporate entity
(vii) International standards Introducing internationally followed best practices and
observing universally acceptable standards and codes is necessary for strengthening the
domestic financial architecture This includes best practices in the area of corporate
governance along with full transparency in disclosures In todays globalize world
focusing on the observance of standards will help smooth integration with world financial
Chapter II
Objective amp Methodology
significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
Research Objectives
To find out the level of customer awareness about the name change in name from
UTI Bank to Axis Bank
To find out the source of customer awareness
To find out the perception before and after change of nameUTI Bank to Axis Bank
To measuring the level of awareness of customers after the branding of Axis Bank
To measure the Impact of Branding upon customers and their perception about the name
changed
Scope and Plan of the Study
This project will help me to understand the consumer awareness level of customers
regarding the name change from UTI Bank to Axis Bank
This project work will also be helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
The growth in the Indian Banking Industry has been more qualitative than quantitative
and it is expected to remain the same in the coming years Based on the projections made
in the India Vision 2020 prepared by the Planning Commission and the Draft 10th Plan
the report forecasts that the pace of expansion in the balance-sheets of banks is likely to
decelerate The total asset of all scheduled commercial banks by end-March 2010 is
estimated at Rs 4090000 crores That will comprise about 65 per cent of GDP at current
market prices as compared to 67 per cent in 2002-03 Bank assets are expected to grow at
an annual composite rate of 134 per cent during the rest of the decade as against the
growth rate of 167 per cent that existed between 1994-95 and 2002-03 It is expected that
there will be large additions to the capital base and reserves on the liability side
This project has future scope for me as I am working with Axis Bank This project helps
me to understand the consumer awareness level of customers regarding the name change
from UTI Bank to Axis Bank
This project work is also helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
Methodology
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
Chapter II
Objective amp Methodology
significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
Research Objectives
To find out the level of customer awareness about the name change in name from
UTI Bank to Axis Bank
To find out the source of customer awareness
To find out the perception before and after change of nameUTI Bank to Axis Bank
To measuring the level of awareness of customers after the branding of Axis Bank
To measure the Impact of Branding upon customers and their perception about the name
changed
Scope and Plan of the Study
This project will help me to understand the consumer awareness level of customers
regarding the name change from UTI Bank to Axis Bank
This project work will also be helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
The growth in the Indian Banking Industry has been more qualitative than quantitative
and it is expected to remain the same in the coming years Based on the projections made
in the India Vision 2020 prepared by the Planning Commission and the Draft 10th Plan
the report forecasts that the pace of expansion in the balance-sheets of banks is likely to
decelerate The total asset of all scheduled commercial banks by end-March 2010 is
estimated at Rs 4090000 crores That will comprise about 65 per cent of GDP at current
market prices as compared to 67 per cent in 2002-03 Bank assets are expected to grow at
an annual composite rate of 134 per cent during the rest of the decade as against the
growth rate of 167 per cent that existed between 1994-95 and 2002-03 It is expected that
there will be large additions to the capital base and reserves on the liability side
This project has future scope for me as I am working with Axis Bank This project helps
me to understand the consumer awareness level of customers regarding the name change
from UTI Bank to Axis Bank
This project work is also helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
Methodology
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
Research Objectives
To find out the level of customer awareness about the name change in name from
UTI Bank to Axis Bank
To find out the source of customer awareness
To find out the perception before and after change of nameUTI Bank to Axis Bank
To measuring the level of awareness of customers after the branding of Axis Bank
To measure the Impact of Branding upon customers and their perception about the name
changed
Scope and Plan of the Study
This project will help me to understand the consumer awareness level of customers
regarding the name change from UTI Bank to Axis Bank
This project work will also be helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
The growth in the Indian Banking Industry has been more qualitative than quantitative
and it is expected to remain the same in the coming years Based on the projections made
in the India Vision 2020 prepared by the Planning Commission and the Draft 10th Plan
the report forecasts that the pace of expansion in the balance-sheets of banks is likely to
decelerate The total asset of all scheduled commercial banks by end-March 2010 is
estimated at Rs 4090000 crores That will comprise about 65 per cent of GDP at current
market prices as compared to 67 per cent in 2002-03 Bank assets are expected to grow at
an annual composite rate of 134 per cent during the rest of the decade as against the
growth rate of 167 per cent that existed between 1994-95 and 2002-03 It is expected that
there will be large additions to the capital base and reserves on the liability side
This project has future scope for me as I am working with Axis Bank This project helps
me to understand the consumer awareness level of customers regarding the name change
from UTI Bank to Axis Bank
This project work is also helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
Methodology
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
the report forecasts that the pace of expansion in the balance-sheets of banks is likely to
decelerate The total asset of all scheduled commercial banks by end-March 2010 is
estimated at Rs 4090000 crores That will comprise about 65 per cent of GDP at current
market prices as compared to 67 per cent in 2002-03 Bank assets are expected to grow at
an annual composite rate of 134 per cent during the rest of the decade as against the
growth rate of 167 per cent that existed between 1994-95 and 2002-03 It is expected that
there will be large additions to the capital base and reserves on the liability side
This project has future scope for me as I am working with Axis Bank This project helps
me to understand the consumer awareness level of customers regarding the name change
from UTI Bank to Axis Bank
This project work is also helpful to understand the relative variable which affects the
companyrsquos brand awareness among the customers
Methodology
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
Flowchart of the Project Work
Start
Setting the objectives
Collection of Secondary Data amp Literature Review
Sampling size amp Data Collection
Input amp Coding responses
Conclusion amp Findings
End
Research Design
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
The research done by me is an exploratory research
Data Collection Method
The methods used for collected primary data are
1 Questionnaire
2 Interviews
Sampling
The data collected at a random basis from respondents All the respondents are customers
of Axis Bank Ltd
Sample size
The sample size of respondents is 100
Contact Method
The respondents are met by face to face at branch location of Axis Bank Some of the
respondents are interviewed by me on telephone at their convenience time
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
Chapter III
Literature Review
Related Studies
1 Colorado National Bank Celebrates Name Change to US Bank
DENVER--(BUSINESS WIRE)--March 30 1998--Today Colorado National Bank
celebrated its name change to US Bank
The new name will unify the entire organization under a single identity and create better
customer recognition
-- How does this change affect customers
For customers it will be business as usual They can continue to use existing checks
credit cards and other items with the First BankColorado National Bank name As these
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
items are replaced or reordered they will reflect the US Bank name In addition to being
a seamless transition customers will also reap many benefits from the changes With one
unified name and logo customers will be able to more easily recognize us in all of the 17
states we now serve They will also have access to more than 1000 branches and nearly
3000 ATMs In addition US Bank offers benefits such as 24-hour banking through PC
Banking and telephone banking
(NAME CHANGE QampA in 2000) wwwfindarticlescom
2 First Financial Bankshares Announces Name Change for Hereford State Bank
PowerRating -- First Financial Bankshares Inc (Nasdaq FFIN | Quote | Chart | News |
PowerRating) announced in 1998 that its subsidiary bank Hereford State Bank in
Hereford Texas is changing its name to First Financial Bank to better benefit from the
Companys growing brand identity The name change is subject to final regulatory
approval in June
SOURCE First Financial Bankshares Inc
httpwwwffincom
result
The Company is listed on The NASDAQ Global Select Market under the trading symbol
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
FFIN For more information about First Financial Bankshares please visit our Web site
at httpwwwffincom (By Williams in 1999)
3 Ohio Savings Bank to Change Name to Amtrust Bank
Cleveland OH (PRWeb) April 25 2007 -- Effective April 23 Ohio
Savings Bank will change its name to AmTrust Bank The name change
is not the result of a sale or the purchase of another bank or a
merger No locations have changed nor have people or practices or
values The bank will simply change its name
How this change affect the customers
In terms of direct impact to our Ohio customers it will be business as
usual Account numbers checks ATM debit and credit cards online
banking access loan payments etc all will remain the same said
Jeremy Goldberg senior vice president of retail banking Along with
the name change customers will notice a change in our branch
interiors which are being updated to better convey our extensive
product line -and superior customer service
(BY David Johns in 2008 ) httpwwwamtrustdirectcom
4 Sanwa Bank Undergoing Name Change(merger with Tokai Bank will create United California Bank) July 2 2001| DOUGHERTY CONOR
Though his title remains the same as of July 2 when Sanwa Bank California and
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
Tokai Bank of California merge Tamakoshis new card will say United California
Bank
Customers frown and bear banks third name in a year
A year after going through one name change customers of the former Sanwa
Bank California and Tokai Bank of California are about to endure another re-
branding
This week Bank of the West will kick off a multimillion-dollar ad campaign that
will put to rest the year-old United California Bank name -- itself the spawn of last
years merger between Sanwa and Tokai
Were calling them one thing and then the next week theyre called another and
they say Here are our new business cards but they wont be good for long
because were
(BY Kavin in 2003) wwwencyclopediacom
`5 EON Bank name change on the cards
The bank will re-look the name change issue in the second quarter of
next year in line with its aspiration to be a lender that offers innovative
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
products and services
The Indian Banking industry which is governed by the Banking Regulation Act of India
1949 can be broadly classified into two major categories non-scheduled banks and
scheduled banks Scheduled banks comprise commercial banks and the co-operative
banks In terms of ownership commercial banks can be further grouped into nationalized
banks the State Bank of India and its group banks regional rural banks and private sector
banks These banks have over 67000 branches spread across the country
The first phase of financial reforms resulted in the nationalization of 14 major banks in
1969 and resulted in a shift from Class banking to Mass banking This in turn resulted in
a significant growth in the geographical coverage of banks Every bank had to earmark a
minimum percentage of their loan portfolio to sectors identified as ldquopriority sectorsrdquo The
next wave of reforms saw the nationalization of 6 more commercial banks in 1980
After the second phase of financial sector reforms and liberalization of the sector in the
early nineties the Public Sector Banks (PSB)s found it extremely difficult to compete
with the new private sector banks and the foreign banks The new private sector banks
first made their appearance after the guidelines permitting them were issued in January
1993 Eight new private sector banks are presently in operation These banks due to their
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
late start have access to state-of-the-art technology which in turn helps them to save on
manpower costs and provide better services
During the year 2000 the State Bank Of India (SBI) and its 7 associates accounted for a
25 percent share in deposits and 281 percent share in credit The 20 nationalized banks
accounted for 532 percent of the deposits and 475 percent of credit during the same
period The share of foreign banks (numbering 42) regional rural banks and other
scheduled commercial banks accounted for 57 percent 39 percent and 122 percent
respectively in deposits and 841 percent 314 percent and 1285 percent respectively in
credit during the year 2000
Financial sector reforms were initiated as part of overall economic reforms in the country
and wide ranging reforms covering industry trade taxation external sector banking and
financial markets have been carried out since 1991 A decade of economic and financial
sector reforms has strengthened the fundamentals of the Indian economy and transformed
the operating environment for banks and financial institutions in the country The
sustained and gradual pace of reforms has helped avoid any crisis and has actually fuelled
growth GDP growth in the last 10 years after reforms ie 1992-93 to 2001-02 averaged
60 against 58 recorded during 1980-81 to 1989-90 in the pre-reform period
The most significant achievement of the financial sector reforms has been the marked
improvement in the financial health of commercial banks in terms of capital adequacy
RBI Annual Report 2001-02
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
profitability asset quality and also greater attention to risk management Further
deregulation has opened up new opportunities for banks to increase revenues by
diversifying into investment banking insurance credit cards depository services
mortgage financing securitization etc At the same time liberalization has brought
greater competition among banks both domestic and foreign as well as competition from
mutual funds NBFCs post office etc Post-WTO competition will only get intensified
Increasing competition is squeezing profitability and forcing banks to work efficiently on
shrinking spreads Positive fallout of competition is the greater choice available to
consumers and the increased level of sophistication and technology in banks As banks
benchmark themselves against global standards there has been a marked increase in
disclosures and transparency in bank balance sheets as also greater focus on corporate
governance
Major Reform Initiatives
Some of the major reform initiatives in the last decade that have changed the face of the
Indian banking and financial sector are
bull Interest rate deregulation Interest rates on deposits and lending have been deregulated
with banks enjoying greater freedom to determine their rates
bull Adoption of prudential norms in terms of capital adequacy asset classification income
recognition provisioning exposure limits investment fluctuation reserve etc
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
bull Reduction in pre-emption ndash lowering of reserve requirements (SLR and CRR)
Government equity in banks has been reduced and strong banks have been
allowed to access the capital market for raising additional capital
bull Banks now enjoy greater operational freedom in terms of opening and swapping of
branches and banks with a good track record of profitability have greater flexibility in
recruitment
bull New private sector banks have been set up and foreign banks permitted to expand their
operations in India including through subsidiaries Banks have also been allowed to set
up Offshore Banking Units in Special Economic Zones
bull New areas have been opened up for bank financing insurance credit cards
infrastructure financing leasing gold banking besides of course investment banking
asset management factoring etc
bull New instruments have been introduced for greater flexibility and better risk
management eg interest rate swaps forward rate agreements cross currency forward
contracts forward cover to hedge inflows under foreign direct investment liquidity
adjustment facility for meeting day-to-day liquidity mismatch
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
bull Several new institutions have been set up including the National Securities Depositories
Ltd Central Depositories Services Ltd Clearing Corporation of India Ltd Credit
Information Bureau India Ltd
bull Limits for investment in overseas markets by banks mutual funds and corporate have
been liberalized The overseas investment limit for corporates has been raised to 100 of
net worth and the ceiling of $100 million on prepayment of external commercial
borrowings has been removed MFs and corporates can now undertake FRAs with banks
Indians allowed maintaining resident foreign currency (domestic) accounts Full
convertibility for deposit schemes of NRIs introduced
bull Universal Banking has been introduced Banks permitted to diversify into long-term
finance and DFIs into working capital guidelines have been put in place for the evolution
of universal banks in an orderly fashion
bull Technology infrastructure for the payments and settlement system in the country has
been strengthened with electronic funds transfer Centralized Funds Management System
Structured Financial Messaging Solution Negotiated Dealing System and move towards
Real Time Gross Settlement
bull Adoption of global standards Prudential norms for capital adequacy asset
classification income recognition and provisioning are now close to global standards
RBI has introduced Risk Based Supervision of banks (against the traditional transaction
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
based approach) Best international practices in accounting systems corporate
governance payment and settlement systems etc are being adopted
bull Credit delivery mechanism has been reinforced to increase the flow of credit to priority
sectors through focus on micro credit and Self Help Groups The definition of priority
sector has been widened to include food processing and cold storage software up to Rs 1
crore housing above Rs 10 lakh selected lending through NBFCs etc
bull RBI guidelines have been issued for putting in place risk management systems in banks
Risk Management Committees in banks address credit risk market risk and operational
risk Banks have specialized committees to measure and monitor various risks and have
been upgrading their risk management skills and systems
bull The limit for foreign direct investment in private banks has been increased from 49 to
74 and the 10 cap on voting rights has been removed In addition the limit for
foreign institutional investment in private banks is 49
The age distributions of respondents are major from male which is 83 And 17
respondents are female
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
83
17
0
10
20
30
40
50
60
70
80
90
Male Female
Table 4 Age wise distribution of respondents
The below table shows that respondents which are chosen for this project are 67
married and 33 unmarried Means there is big opportunity for tapped for his or her
family members
33
67
0
10
20
30
40
50
60
70
80
Single Married
Table 5 Marital status wise distribution of respondents
The major respondents are from private sector employee which is 48 The next major
employment category is Businessman which is 24 9 of the respondents are self-
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
employed and 8 are Govt employee Student group holds only 7 among respondents
and 3 respondents are retired The lowest 1 respondents are from housewife
7 8
48
91 3
24
0
10
20
30
40
50
60
Table 6 Employment status wise distribution of respondents
58 of the major are graduate respondents 29 respondentrsquos holds professional
qualification and 13 respondents are under graduate
13
58
29
0
10
20
30
40
50
60
70
Under Graduate Graduate Profesional Qualication
Table 7 Qualification status wise distribution of respondents
The name change is communicating among respondents major from advertising 65
respondents are watching TV and they heard the name change from TV commercial The
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
bank also initiate his own channel of communication and from which 17 respondents
directly knows about the name change from banks directly by bank letter and mails 9
of the respondents are heard from the bank employee about the name change of the bank
And another 9 respondents are heard from their friend and others
65
179 7 20
10
20
30
40
50
60
70
Table 8 Channel of Communication wise distribution of respondents
The major respondents are maintaining their savings ac with Axis bank The percentage
of saving ac maintaining by respondents is 49 Private sector employee is also
maintaining their salary ac with Axis Bank which is 22 10 of the respondents are
maintaining fixed deposits and saving ac jointly with the bank 17 of respondents are
directly in business maintaining their current ac with the bank
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
49
1017
22
20
10
20
30
40
50
60
Savings FixedDeposits
Current Salary Any others
Table 9 Types of Ac wise distribution of respondents
The respondents maintain another bank ac with ICICI Bank The percentage of ICICI
Bank ac holder is 31Among100 respondents 21 respondents holding another bank
ac with SBI and 11 with HDFC Bank The respondents also maintain ac with IDBI
which is 10 Another 22 respondents maintains their ac in PNB ABN AMRO
SYNDICATE CITI KOTAK and HSBC Bank
31
21
116
2 47 5
103
0
5
10
15
20
25
30
35
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
Table 10 Other Bank Ac wise distribution of respondents
53 of the respondents also having their family member ac with Axis bank that
represent that it is recommended by other family members 47 respondentsrsquo family
membersrsquo ac donrsquot have any ac with Axis Bank
Table 11 Family memberrsquos ac in Axis Bank of the respondents
Major 44 respondents think that name change is good for the Bank as well as
customers The respondents are also thinks that name change is good for Bank which is
29 but 27 respondents thinks it is good for customers
53
47
44
45
46
47
48
49
50
51
52
53
54
Yes No
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
29 27
44
0
5
10
15
20
25
30
35
40
45
50
Bank Customers Both
Table 12 Change is good for- distribution of respondents
The product offered by Axis bank was good before name change 42 respondent thinks
that product of Axis bank was good and 6 thinks that it was excellent 4 of the
respondents choose it was very poor before the name change Other respondent thinks it
was poor and average at their perception regarding product offered of Axis bank before
branding 25 and 20 respectively
After the name change of Axis bank the respondent thinks it is as good as before they
perceive Axis Bank product is not very poor replied by all respondents But most of
them think the product is improved with the name change and 32 of the respondents
think it is excellent Before branding the response for Axis product was total 45 for
average and poor but after branding it reduces to 25 This means the consumers thinks
the overall product offered by Axis bank after name change is good
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
6
42
2325
4
12
37
28
18
5
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 13 Product offered wise responses before amp after name changed
The Service level perceived by respondents was good before the name change of Axis
Bank The respondents think its service level as excellent is only 6 and as very poor are
7 39 respondents perceive the service level before branding was good and perceived
as average was 32
But after the name change of Axis Bank the perception about bank service is increased
and its responds as excellent is 30 No one is perceived its service as very poor after the
name change The overall impact of branding is good for Axis Bank regarding the
services they offered
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
6
39
32
16
7
30
44
20
6
00
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 14 Service offered wise responses before amp after name changed
Helpfulness of employees increases at a higher rate with name change of Axis bank
Before branding the percentage of respondents who thinks it as excellent was 20 but
after the name changed its increases at 29 26 respondents think the helpfulness of
employees is good but after branding it increase at a higher rate and goes to 37
In opposite side the helpfulness of employees was average at 31 but after name change
it decrease at 19 Perception regarding helpfulness of employees was poor with a
percentage of 19 but after name change it reduces at 14 Among the respondents 4
was thought that helpfulness of employees is very poor but after name changed it almost
goes down at only 1 The overall perception regarding helpfulness of employees after
name change is very good
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
20
26
31
19
4
29
37
19
14
10
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 15 Helpfulness of Employees wise responses before amp after name
changed
The perception regarding cleanliness of facilities was 5 before branding but after the
name change it increase to 29 Also the perception of cleanliness was 33 good and
after name change it goes to 42 Respondents rate the cleanliness of facilities on an
average of 36 before name change but after branding it reduces at a percentage of 22
On other hand the perception regarding cleanliness of facilities is poor for only 7
respondents Where as it was 17 before the name changed And after the name change
no one is thinking about very poor cleanliness of facilities but before branding the
percentage was 3
The overall cleanliness facilities are increased with the change of the name from UTI to
Axis Bank
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
5
3936
17
3
29
42
22
7
00
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Cleanliness of facilities wise responses before amp after name
changed
From the below table we can easily understood that the charges of various services is
now better after name change from UTI to Axis Bank When before the branding 7
respondents thinks it is excellent but after name change it goes up to 23 The
perception is good regarding service charge was 24 before name changed and after
name change it goes to 39
Where as the perception regarding charge of various services is average for both
situations only a difference of 1 decrease after branding Only 7 respondents think
that the service charge of Axis Bank after name change is poor and very poor But
previously the percentage was 37 who thinks that the service charge was poor and very
poor
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
7
24
3229
8
23
39
31
3 4
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 16 Charges of various services wise responses before amp after
name changed
The bank location visibility was good perceived by respondents and it slide change with
the change of its name from UTI Bank to Axis Bank 4 respondents thinks that the bank
location visibility was excellent but after branding the perception rate increase to 27
The perception regarding bank location visibility is good by 44 respondents before
branding and 42 respondents after branding Where as the bank location perceived is
average by 44 and 42 respondents respectively for before and after change in Bank
names Before name change the bank location perceived is poor by 21 but after that it
completely changes to a percentage of 5 only Those 2 are thinking the bank location as
very poor is still at the same percentage after change in names of UTI Bank to Axis Bank
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
4
44
29
21
2
27
42
25
510
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 17 Bank location visibility wise responses before amp after name
changed
After the name change of UTI Bank to Axis Bank the branch ambience is totally changes
and the experiences by respondents are different from the before situation When the
Bank was UTI only 14 respondent think the Branch ambience was excellent but after
branding it totally changes and it grows to 36 (increased more than 25 times) But the
perception is good about bank location was 30 and after name changes it is 32
The respondents are respond 6 on poor ambience of branch after the name changed but
the same was respond 14 before the name change took place Where as there is nil
response of very poor of ambience of branch after name change and before name change
the percentage for very poor response was 5
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
14
30
36
14
5
36
32
26
6
00
5
10
15
20
25
30
35
40
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 18 Ambience of Branch wise responses before amp after name
changed
The following graph showed the response of Telephone Banking Facility of Axis Bank
before its name change and after its name change It is clearly understood by graph that
the telephone banking facility is improved a lot after its name change from UTI Bank to
Axis Bank The rating for excellent was 5 before name change and now it after the
name change the percentage is 18The response for good telephone banking services was
only 38 where as it also increased to 51
When the response for telephone banking facilities is average at 29 before the name
change that goes down to 20 And also the responses for poor telephone banking
facilities decreases to 9 but the past response was 22 percent The telephone banking
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
facilities was very poor respond by 6 before the name change of Axis Bank but it goes
to 2 after name change
5
38
29
22
6
18
51
20
9
20
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 19 Telephone Banking Facility wise responses before amp after
name changed
Like Telephone Banking Facility the Internet Banking Facility is also improved for the
overall time period The 12 responses for excellent Internet Banking Facility before the
name change But they respond 27 for excellent after the name changed of Axis Bank
from UTI Bank 37 responses for good Internet Banking facility before the name
change where as 49 respond after name change
The percentage of average Internet Banking Facility by respondents before name change
was 28 and after name change it falls at 20 The past condition for Internet banking
facility was poor and very poor respondents 23 jointly But after name change no one
is respond the Internet Banking Facility as very poor services
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
12
37
28
18
5
27
49
20
400
10
20
30
40
50
60
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 20 Internet Banking Facility wise responses before amp after name
changed
With the change of the name of Bank Grievance redressed system is also improved as
well Axis Banks grievance redressed system response 4 very poor by the respondents
before name change of Axis Bank The respondents also response it nil for grievance
redressed system after the name change 21 respondents are agreeing that the grievance
redressed system was poor but after name change the percentage goes to 3 only The
response for average grievance redressed system after name change is 22 compare to
36 before the name change
47 response for good grievance as well as 28 response for excellent after name
change but the percentage was 32 and 28 respectively before the name changes
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
7
3236
21
4
28
47
22
300
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor Very Poor
Before name change
After name change
Table 21 Grievance Redressed System wise responses before amp after
name changed
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
Chapter IV Findings and Conclusions
1 The target customer of Axis Bank is mainly resided at south Delhi and part of
west amp north Delhi
2 The age group of target customer is 20yrs to 30 yrs and 31yrs ndash40 yrs
3 The income level of target customers are from 21k to 30k with in a month The
next groups of target customers are from 20k to 30k per month
4 Most of the customers are male and working in private sector
5 The major customers of Axis Bank are married
6 Most of the customers are related with private sector jobs and next 27 are from
business
7 The major customers of Axis Bank are Graduate
8 The most reached medium is advertisement though which 65 are aware about
the name changed
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
9 Most of the customers holding their savings ac with Axis Bank The next
category is salary ac maintained by private employees
10 53 of respondents having their family memberrsquos ac with this Bank
11 The respondents have a strong brand awareness about Axis Bank They have
correctly identified Axis Bank logo in the questionnaire Even they know when
the name change took place
All the respondents are highly aware about the name change of UTI Bank to Axis
Bank They are also know about the time when the name change and also the new
logo of Axis Bank It shows the awareness level is very high regarding customer
awareness of Axis Bank The overall featured of Axis Bank is positive towards
branding except the product offered and Bank location visibility Customers are taken
the positive way towards the name change from UTI Bank to Axis Bank
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
Chapter VI Application and significance of the study
This project work will help the employee as well as managers of Axis Bank
to make decisions regarding Customers after the name changed They will
clearly understand about the mind set of the customers and their expectations
about branding The project work will help the management level of Axis
Bank for organizing their product service and facilities The employees can
cross sell through generating reference from customers It will help the
manager to knowing the needs in terms of customer liking towards the Bank
service
This project work will help me to find out the target customers all about
target segments their age family income as well as generating references
from the customers As a sales person of Axis Bank it will help me a lot
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
References
Internet
1 wwwgooglecom
2 wwwfinancialexpresscom
3 wwwaxisbankcom
Newspaper
1 Business Standard
2 The Hindu
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
Annexure
Questionnaire used for survey
NamehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipMobilehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
AddresshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipE-Mail IDhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip
You live in a)North Delhi b)South Delhi c)East Delhi d)West Delhi e)Ghaziabad
f)NOIDA g)Faridabad h)Gurgaon
i)Othershelliphelliphelliphelliphelliphellip
Your Age a)Below 20yrs b)20-30yrs c)31-40yrs d)41-50yrs e)51-60yrs f)Senior
Citizen
Income (pm) a)Below 10k b)10k-20k c)21k-30k d)31k-40k e)Above 41k
Gender a)Male b)Female Martial Status a)Single b)Married
Employment a)Student b)Govt Employee c)Pvt Employee d)Self-
Employed
e)Housewife f)Retired g)Businessman
Your Education a)Not Graduate b)Graduate or higher degree c)Professional
qualification
1 Are you aware of the change in name from UTI to Axis Bank Yes No
2 If yes then through a)Advertisement b)Bank Communication
c)Bank Employee d)Friends d)Any otherhelliphelliphelliphelliphelliphelliphellip
3 Do you have any account with UTI Bank Yes No
4 If yes what kind of ac it is
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
a)Savings b)Fixed Deposit c)Current d)Salary e)Any
otherhelliphelliphelliphelliphelliphelliphellip
5 You have other Ac with a)helliphelliphelliphelliphelliphelliphelliphellipb)helliphelliphelliphelliphelliphellipc)hellip
helliphelliphelliphellip
6 Do your family members have a bank ac with Axis Bank Yes No
7 You think the name change is good for the a)Bank b)Customers
c)Both
8 Base on your past amp current perceptions as regards Axis Bank Please rate your
evaluation what you thought of its various aspects before its name changed and
what you thinkperceive now
(Please circle your selected option as regard earlier perception and current
views)
E-Excellent G-Good A-Average P-Poor VP-Very Poor
Before Name Change After Name Change
a) Product offered E G A P VP E G A P VP
b) Service Level E G A P VP E G A P VP
c) Helpfulness of Employee E G A P VP E G A P VP
d) Cleanliness of facilities E G A P VP E G A P VP
e) Charges of various services E G A P VP E G A P VP
f) Bank Location visibility E G A P VP E G A P VP
g) Ambience of Branch E G A P VP E G A P VP
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
h) Telephone Banking Facility E G A P VP E G A P VP
i) Internet Banking Facility E G A P VP E G A P VP
j) Grievance Redressed System E G A P VP E G A P VP
9 When did you really realize that the UTI Bank had changed its name to Axis
Bank
a)2006 b)2007 c)2008
10 What is the logo of Axis Bank
a) b) c) d)
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
Sample of Coding Sheet
Questionnaire No
Live in 1=North Delhi 2=South Delhi 3=East Delhi 4=West Delhi
5=Gzd 6=Noida
7=faridabad 8=Gurgaon 9=Others
Age 1=Below20yrs
2=20-30yrs 3=31-40yrs 4=41-50yrs 5=51-60yrs
6=senior citizen
Income 1=Below 10k
2=10k-20k 3=21k-30k 4=31k-40k
5=Above 41k
Gender 1=Male
2=Female
Marital Status
1=Single 2=Married
1 6 2 3 1 12 5 2 2 1 13 2 2 2 1 24 8 2 3 2 15 4 4 4 1 26 9 4 4 1 27 1 2 1 1 18 1 3 4 1 29 4 3 3 1 210 7 6 3 1 211 4 6 5 1 212 9 3 3 1 213 5 3 3 2 214 4 4 3 1 215 2 2 1 1 116 2 3 3 1 117 2 1 1 2 118 8 3 3 1 219 2 1 1 2 120 1 2 1 2 121 2 2 2 1 122 2 2 3 1 123 5 2 3 1 224 2 2 2 2 225 4 2 2 1 126 5 2 3 1 127 3 3 2 1 228 2 4 3 1 229 3 2 3 1 230 4 4 4 1 2
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
31 3 2 2 2 232 2 3 2 2 233 1 2 2 1 2
Employment 1=Student
2=Govt emp 3=Pvtemp 4=Self-emp
5=Housewife 6=Retired
7=Businessman
Education 1=Not
Graduate 2=Graduate
3=Professional qualification
Qno1 Aware of Name change 1=Yes 2=No
Qno 2 1=Advertising
2=Bank Communication
3=Bank Employee 4=Friends
5=Any others
Qno3 Have any ac in UTI
bank 1=Yes 2=No
Qno 4 1=Savings
2=Fixed Deposits 3=Current
Ac 4=Salary
5=Any Others
3 3 1 4 1 43 2 1 1 1 43 2 1 3 1 13 3 1 1 1 17 1 1 2 1 14 3 1 1 1 33 1 1 5 1 44 3 1 2 1 33 2 1 1 1 46 2 1 2 1 127 3 1 1 1 133 2 1 3 1 44 3 1 1 1 14 3 1 1 1 121 2 1 1 1 13 3 1 2 1 41 1 1 1 1 13 2 1 1 1 11 1 1 4 1 11 2 1 1 1 121 3 1 2 1 13 3 1 1 1 43 2 1 2 1 33 2 1 1 1 13 3 1 1 1 13 2 1 1 1 43 1 1 3 1 123 2 1 1 1 347 2 1 13 1 37 2 1 2 1 37 2 1 2 1 32 2 1 1 1 127 1 1 14 1 133 2 1 2 1 43 2 1 1 1 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
Qno 5 1=ICICI 2=SBI
3=HDFC 4=PNB 5=ABN
6=Syndicate 7=Central
8=citi 9=Kotak
10=IDBI 11- HSBC 12-
Dena
Qno6 Family
members ac with
axis bank 1=Yes 2=No
Qno 7 1=Bank
2=Customers
3=Both
Qno 8A1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8B1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8C1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8D1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
6 1 3 2 3 3 32 1 2 2 2 4 51 1 3 2 3 2 4
810 2 3 3 2 3 44 2 1 3 3 3 23 1 2 2 3 3 42 1 3 4 4 3 310 1 3 2 2 2 310 1 3 2 2 2 22 1 2 2 2 2 2
311 2 2 2 2 2 22 1 3 4 3 4 35 1 3 2 2 3 31 2 2 2 2 1 13 2 1 4 4 4 34 2 1 4 4 4 36 2 3 2 5 4 41 1 2 3 4 4 52 2 3 3 3 3 23 1 3 2 3 3 2
134 2 1 2 2 1 1156 2 3 3 2 2 217 2 1 1 1 3 28 2 3 2 2 2 21 2 3 3 2 3 2
129 1 2 3 4 3 313 1 3 4 3 2 323 2 3 4 2 1 213 2 3 2 2 2 31 1 2 4 3 3 3
15 1 3 2 3 3 31 1 2 2 3 3 29 1 3 5 4 2 36 2 3 5 4 5 410 2 3 4 4 3 3
Qno 8E1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8F1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8G1 1=Excellent 2=Good 3=Average
4=Poor 5=Very Poor
Qno 8H1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8I1 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
Qno 8J1 1=Excellent 2=Good
3=Average 4=Poor 5=Very Poor
Qno 8A2 1=Excellent
2=Good 3=Average
4=Poor 5=Very Poor
4 4 3 3 2 3 15 3 2 3 2 2 25 4 4 2 3 2 12 3 3 2 1 2 23 2 3 3 4 3 24 3 3 2 3 2 23 2 2 3 1 2 23 2 1 2 1 2 13 3 3 2 4 4 2
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1
2 1 2 1 2 1 12 2 1 2 2 1 14 3 2 3 2 3 13 3 3 5 4 4 31 2 3 3 2 2 24 3 3 4 4 4 22 3 4 3 2 3 25 4 4 4 3 4 25 4 5 3 2 3 23 2 3 4 3 4 22 2 3 4 4 4 13 3 3 3 1 3 12 2 2 2 2 2 31 2 1 3 4 1 12 2 2 2 2 2 44 2 3 1 2 1 24 2 2 3 2 2 24 3 2 4 3 3 13 4 5 5 3 4 34 3 2 3 4 5 14 2 3 4 3 4 24 4 4 5 4 3 14 4 3 4 5 4 12 4 2 3 2 4 35 3 3 4 5 4 14 4 3 4 4 3 32 3 2 4 3 4 44 4 3 3 3 4 22 1 3 4 1 2 11 1 2 2 2 2 1