SUBMISSION OF PROJECT SYNOPSIS AND GUIDE ACCEPTANCE FORM

(To be submitted to the project steering committee)

PART A: Synopsis Registration.
I.

II.

Student Details:
1. Name of the program

2. Name of the Student

3. Roll Number

4. Session & Year

5. Name and address of learning centre

Project Details

Title of the Project:

HDFC BANK

HOW BANKS BECOME BRANDS? -A CASE STUDY ON

INTRODUCTION
A bank is known by its services provided to customers. The brand of a bank is associated with
the types of services it provided to its customers.
Todays finicky banking customers will settle for nothing less. The customer has come to realize
somewhat belatedly that he is the king. The customers choice of one entity over another as his
principal bank is determined by considerations of service quality rather than any other factor. He
wants competitive loan rates but at the same time also wants his loan or credit card application
processed in double quick time. He insists that he be promptly informed of changes in deposit
rates and service charges and he bristles with customary rage if his bank is slow to redress any
grievance he may have. He cherishes the convenience of impersonal net banking but during his
occasional visits to the branch he also wants the comfort of personalized human interactions and
facilities that make his banking experience pleasurable. In short he wants financial house that
will more than just clear his cheque and updates his passbook: he wants a bank that cares and
provides great services.
So does HDFC bank meet these heightened expectations? What are the customers perceptions
of service quality of the banks? Which dimension of service quality of HDFC bank is performing
well? To find out answers to these questions I undertook a survey of 2 branches of HDFC bank.

OBJECTIVE OF THE STUDY

To study awareness regarding HDFC Bank, Ynr.

To study how HDFC bank become a brand.

To explore various schemes offered by HDFC Bank.

To know which is the most popular scheme of the bank.

To know promotional efforts made by the bank to attract customers.

To know problems faced by the customers in the bank.

To find out awareness level & reaction of customers towards direct banking channels
provided by bank.

To find causes of dissatisfaction, if any, about Direct Banking Channels.

To provide suggestions for improvement in different schemes provided by HDFC Bank.

PROBLEM STATEMENT

What is the key of research?

Branding impact on the marketing of retailing banking sector, particularly on the retailing
products and services, and also its impact on other results like the increasing customer loyalty is
the main research issue. To conduct this research successfully, it would considerer the retailing
activities of HDFC bank. A survey would be conducted on the respondents and annual reports
would be analyzed.
Why is it key issue?
Now-a-days, too many challenging factors are being faced by the retail banking sectors which
include customers stress about the integrity of the bank for the investment that they make to the
banks or simplifying the financing that is offered by a bank to their customers.
Financial institutions followed poor investment principles due to the consequences of the global
financial crisis; as a result it was difficult to create the concept of the strong brand than ever
before. Now-a-days customers dont perceive many formerly powerful and well recognized
financial institutes like before; bank is also included in them. It creates difficulty for the value of
brands for successful marketing of the retail banking products and services. Generating
confidence in the customers mind for ensuring long term loyalty for the financial institute is
possible or not, it has been considered as a serious issue now-a-days.

Rationale of the study

The Key Research Issue
Being a part of the research, the retail banking activities of HDFC bank, a full service
commercial bank would be considered as the case study by the study work.
Why is it an issue now-a-days?

At present world is taking more and innovative technological advance in the businesses, as a
result the scope of business is changing day by day. Different and modern transaction system is
taking by the retail banking i.e internet banking, e-banking service, mobile banking, and noncash transactions. It is estimated that, former teller based banking system will be replaced by
these modern transaction methods in the coming days. The market risk parameters are becoming
more complex due to these major shifts in the operational aspect. Global financial market is
becoming more uniformed day by day and its very unpredictable. So the traditional risk analysis
guidelines for the sector of retail investment is not useful like before. All these factors influenced
the marketing design of the products of retail banking. Customers are very much conscious
comparing to the past. Its not possible to get success and expected profit in the retail marketing
without branding as branding creates more value to the product and services rendered by the
retail marketing.
What could this research shed light on the Issue?
The key research issue would be analyzed by this research work. The following issues would be
covered by this research

The process through which customer loyalty can be increased, impact of branding on it.
How HDFC bank, consider branding as an important marketing tool. And the use of

branding as an important marketing tool for retailing services and products.

The process through which values can be added to the products or service by branding in
a retail sector?

METHODOLOGIES TO BE USED
RESEARCH METHODOLOGY
"Research comprises of defining & redefining hypothesis or suggested solutions, collecting,
organizing & evaluating data making deductions & reaching conclusion"-Cliford Woody.
The term research Methodology here comprises of all research activities carried on in
connection with the "Analysis of various schemes under Saving, FD and Demat account
provided by HDFC Bank".

The basic purpose of research methodology is to describe the research procedure. It helps
the researches to adopt the right way to move on for carrying the study.

STEP IN RESEARCH PROCEDURE

Defining and analyzing the problem.

Determining sources of information

Preparing data collection format

Collection of data

Analysis of data

Interpretation of data

Preparation of report

RESEARCH DESIGN
A research design is like arrangement of conditions for collections & analysis of data in a
manual that aims to combine relevance to the research purpose with economy in procedures.
A research design is purely & simply the framework of plans for a study that guides the
collections & analysis of data the research design is the conceptual structure within which the
research is conducted. It constitutes the blue print for the collection, measurement & analysis of
the data.

The research design with help to answer the following questions :

Why the study is being made?

From where the data needed can be collected?

What time is required for the study to be competed & how much material is needed.

What will be the technique for data collections?

How the data can be analyzed?

How the answers to above questions can be found with minimum efforts, time & money?

TYPES OF RESEARCH DESIGN

Exploratory Research Design
These designs are the first step to start any research & are absolutely essential to obtain
the proper definition of the problem. It helps in classifying the concepts of the study. The major
emphasis is the discovery of ideas and insights by study the available information.

DESCRIPTIVE RESEARCH DESIGN

These are concerned with describing the characteristics of a particulars phenomenon in
detail the descriptive study requires a clear specifications of who, what, when, where, why &
how aspects of research.
The methodology adopted to achieve the project objective involved descriptive research
method.

SAMPLE DESIGN
The stratified sampling technique was used for collecting information in this technique
population is divided into stratas (homogenous group) and then sample is obtained from each
group by simple random method. Somewhere convenient sampling was also used where the
sample is selected by the researches on the basis of his or her convenience.

BANK CONSULTED:
HDFC Bank
No of persons consulted=100
RESPONDENTS INCLUDED:
HDFC staff and customers.

RESPONDENTS BELONG TO DIFFERENT PROFESSIONS

Chartered Accountant

Lecturers & Teachers

Doctors

Others

SOURCES OF DATA COLLECTION

To make the research complete it is very necessary to have useful and authentic data there
are two types of data collection sources.
PRIMARY SOURCE OF DATA COLLECTION
Primary data are those which are collected afresh & for the first time, & this happens to
be original in character. Simple well drafted questionnaire was circulated among all respondents.
Full freedom was provided to an individual to answer the questions.
Personal & Telephonic Interviews, observation, personal opinion & viewpoints of the
respondents about the various schemes helped in completion of the project.

SECONDARY SOURCES OF DATA COLLECTION:

These are those which are collected by someone else & which have been passed through
statically process.
Brochures, Manuals, Journals, Magazines, Site of HDFC Bank and various Articles provided
lot many inputs for successful completion of project

LIMITATION OF THE STUDY

Due to constraints of time & resources the present study is likely to suffer from certain
limitations some of these are mentioned so that study can be understood in a proper respective:
Area covered under the report is sample size was very small.
The research was carried out in a short period of 7-8 weeks as a part of summer training.
The project was completed within the given time frame.
Some of the respondents of the survey were unwilling to give information.
Sometimes wrong information was provided by respondents which needed to be cross
checked & verified.

 Chances of biasness are there because of the use of convenient sampling.

Some respondents were not available and thus needed data could not be found.
It is fully computerized bank everything is centralized at their Bombay Headquarter. Each
& every formality is justified on the request from Bombay Headquarter such as PIN
request for ATM, TIN for phone Banking using new cheque book, any problem in
account etc.