A STUDY ON CUSTOMER PERCEPTION TOWARDS DBS BANK SERVICES

A Project Report submitted to the SRM Institute of Science and Technology in partial
fulfilment of the requirements for the award of the Degree of

BACHELOR OF COMMERCE

Submitted by

E.Dhamotharan

(Reg. No. RA1531201020065)

Under the Guidance of

Ms.
Assistant Professor
Department of Commerce

SRM Institute of Science and Technology – Ramapuram Campus

Faculty of Science and Humanities
Department of Commerce
APRIL 2018
 SRM Institute of Science and Technology – Ramapuram Campus
Faculty of Science and Humanities
Department of Commerce
Certificate

This is to certify that the Project Report entitled “A study on customer perception
towards DBS bank services”, in partial fulfilment of the requirements for the award of the
Degree of Bachelor of Commerce is a record of Project Work undergone by
Mr.E.Dhamotharan (Reg.No. RA1531201020065) during the year 2017 - 18 of his study in
the Department of Commerce, SRM Institute of Science and Technology, Ramapuram
Campus under my supervision and the report has not formed the basis for the award of any
Degree/Fellowship or other similar title to any candidate of any University.

Place: Chennai – 89

Date: Signature of the Guide

Mr.E.Dhamotharan

Countersigned

Dr. T. Jeyachandran , M.Com., M.A.(Pub.Admn.),M.B.A., Ph.D.,

Professor & Head

Submitted to the Department of Commerce, SRM Institute of Science and Technology

(Ramapuram Campus) for the examination held on

INTERNAL EXAMINER EXTERNAL EXAMINER

 DECLARATION

I, E.Dhamotharan, hereby declare that the Project Report, entitled “A study on customer
perception towards DBS bank services”, submitted to the SRM Institute of Science and
Technology in partial fulfilment of the requirements for the award of the Degree of Bachelor
of Commerce is done by me during the period 2017 - 18 under the supervision and guidance
of Ms. , Assistant Professor (O.G.), Department of Commerce, SRM Institute of Science and
Technology, Ramapuram Campus and it has not formed the basis for the award of any
Degree/Fellowship or other similar title to any candidate of any University.

Place: Chennai – 89 Signature of the Student

Date:
 ACKNOWLEDGEMENT

First and foremost, I offer my sincerest gratitude to our Chancellor, SRM Institute of
Science and Technology, for his academic support and the facilities provided to carry out the
project work at the Institute. His wide vision and concern for students have been inspirational.
I wish to express my profound gratitude to my venerable Chairman, SRM Group of
Institutions-Ramapuram & Trichy Campuses, who offered me such a huge opportunity,
incredible Infrastructure and other support which made the project work quite smooth.
I express my heartfelt thanks to our Dean, Vice Principal (Academic) and Vice
Principal (Admin), Faculty of Science and Humanities, SRM Institute of Science and
Technology, Ramapuram Campus who provided all facilities for carrying out this project.
I immensely thank to our Head of the Department Dr. T. Jeyachandran , M.Com.,
M.A.(Pub.Admn.),M.B.A., Ph.D., Professor & Head, for his cordial support, valuable
information and guidance, which helped me in completing this task through various stages. The
blessing, help and guidance given by him time to time shall carry me a long way in the journey
of life on which I am about to embark.
I take this opportunity to express my profound gratitude and deep regards to my guide
Mr.I.Enock Assistant Professor (O.G.), for her exemplary guidance, monitoring and constant
encouragement throughout the course of this project.
I thank God Almighty for showering his perennial blessing on me for giving me the
courage to pursue this project work successfully. I owe a lot to my parents, who encouraged
and helped me at every stage of my personal and academic life, and longed to see this
achievement come true.

Place: Chennai – 89.

Date:
(E.Dhamotharan)
 LIST OF CONTENTS

CHAPTER NO. PARTICULARS PAGE NO.

1 INTRODUCTION 1

2 COMPANY PROFILE 24

A) REVIEW OF LITERATURE
3 33
B) RESEARCH METHODOLOGY

4 ANALYSIS AND INTERPRETATION OF DATA 42

5 FINDINGS, CONCLUSION AND SUGGESTIONS 68

BIBLIOGRAPHY 77
ANNEXURE
QUESTIONNAIRE 78
 LIST OF TABLES

Table No. Title Page No.

4.1 Table showing the gender of respondents 44

4.2 Table showing the age group of respondents 45

4.3 Table showing the occupation of respondent 46

4.4 Table showing income level of respondents 47

4.5 Table showing the awareness of respondents towards 48

digital banking services

4.6 Table showing the respondents interest towards opening 49

digi bank account

4.7 Table showing digi banking services availed in any other 50

banks

4.8 Table showing current trend of digital banking services 51

4.9 Table showing respondents often purchase through online 52

retailing

4.10 Table showing competition towards DBS 53

4.11 Table showing the customers expectation towards digital 54

banking services

4.12 Table showing factors motivating DBS banking services 55

4.13 Table showing respondents having either smart or an ios 56

mobile phone

4.14 Table showing respondents usage towards internet 57

banking

4.15 Table showing availing internet all the time in mobile 58

phone

4.16 Table showing respondents hear about DBS 59

4.17 Table showing various sources aware from DBS services 60

4.18 Table showing improving the level of economy 61
through DBS services

4.19 Table showing security of online transactions 62

4.20 Table showing disadvantages of digital banking 63

4.21 Table showing online banking is eco friendly 64

4.22 Table showing services offered by DBS 65

4.23 Table showing satisfaction towards digital payments 66

4.24 Table showing the overall digi-banking experience 67

 LIST OF CHARTS

Chart No. Title Page No.

4.1 Charts showing the gender of respondents 44

4.2 Charts showing the age group of respondents 45

4.3 Charts showing the occupation of respondent 46

4.4 Charts showing income level of respondents 47

4.5 Charts showing the awareness of respondents towards 48

digital banking services

4.6 Charts showing the respondents interest towards 49

opening digi bank account

4.7 Charts showing digi banking services availed in any 50

other banks

4.8 Charts showing current trend of digital banking 51

services

4.9 Charts showing respondents often purchase through 52

online retailing

4.10 Charts showing competition towards DBS 53

4.11 Charts showing the customers expectation towards 54

digital banking services

4.12 Charts showing factors motivating DBS banking 55

services

4.13 Charts showing respondents having either smart or an 56

ios mobile phone

4.14 Charts showing respondents usage towards internet 57

banking

4.15 Charts showing availing internet all the time in mobile 58

phone
4.16 Charts showing respondents hear about DBS 59

4.17 Charts showing various sources aware from DBS 60

services

4.18 Charts showing improving the level of economy 61

through DBS services

4.19 Charts showing security of online transactions 62

4.20 Charts showing disadvantages of digital banking 63

4.21 Charts showing online banking is eco friendly 64

4.22 Charts showing services offered by DBS 65

4.23 Charts showing satisfaction towards digital payments 66

4.24 Charts showing the overall digi-banking experience 67

 CHAPTER – 1

INTRODUCTION

1
 MARKETING

MEANING:

Marketing management is the organizational discipline which focuses on the practical

application of marketing orientation, techniques and methods inside enterprises and
organizations and on the management of a firm's marketing resources and activities.

Marketing Management has the responsibility of to perform many functions in the field of
marketing such as planning, organizing, directing, motivating, coordinating and controlling.
All these function aim to achieve the marketing goals.

The Marketing managers are responsible for influencing the level, timing, and composition of
customer demand accepted definition of the term. While the psychological factors focus upon
discovering the needs and wants of the consumer and the changing patterns of buying
behaviour, habit etc. the physical factors focus upon fulfilling those needs and demands buy
better product design, channel of distribution and other functions.

DEFINITION:

Guru Philip Kotler defines marketing as “Marketing Management is the analysis, planning,
implementation anc control of programmes designed to bring about the desired exchanges with

2
target audiences for the purpose of personal and mutual gain. It relies heavily on adoption and
coordination of the product, price, promotion and place for achieving response”

According to Philip Kotler, “Marketing management is the analysis, planning, implementation

and control of programmes designed to bring about desired exchanges with target markets for
the purpose of achieving organisational objectives. It relies heavily on designing the
organisations offering in terms of the target markets needs and desires and using effective
pricing, communication and distribution to inform, motivate and service the market”.

SCOPE OF MARKETING:

1. Setting Marketing Goals:

The prime task of marketing manager is to set marketing goals and objectives. Clearly
and precisely defined objective can help marketing manager to direct marketing efforts
effectively. The goals and objective (whether strategic and operating, or short-term and
long-term) must be suitably communicated with the employees concern. As far as
possible, objectives should be expressed in the quantifiable terms.

2. Selecting Target Market:

Segmenting the total market and selecting the target market is a fundamental task of
marketing management. Modern marketing practice is based on the target market, and
not on the total market. Marketing manager cannot satisfy the needs and wants of entire
market. He must concentrate his efforts only on well-defined specific groups of
customers, known as the target market. All the marketing functions are directed to cater
needs and wants of the target market only. Based on company’s overall capacity, the
target market should be selected.

3. Formulating Suitable Marketing Organisation:

To implement marketing plan, a suitable organisation structure is essential. On the basis

of analysis of type of products, type of market, geographical concentration of market,
and many other relevant factors, appropriate organisation must be designed. Various
alternative structures are available, such as product organisation, geographic

3
 organisation, functional organisation, matrix organisation, etc. Based upon
requirements, the appropriate structure should be prepared and modified as per needs

4. Maintaining Healthy Relations with other Departments:

Marketing department needs cooperation from other departments of organisation,

including financial department, personnel department, and production department, to
satisfy customers effectively. Their support is considered to be important to satisfy
consumers. Thus, for integrated efforts, marketing manager should try to establish good
relations with them. Likewise, within marketing department, he must establish
coordination among various personnel.

5. Establishing and Maintaining Profitable Relations with Outside

Parties:

Alike internal support, the external relations are also extremely necessary. Marketer,
in order to carry out marketing activities effectively, must establish and maintain
healthy relations with various parties, such as suppliers, service providers, government
agencies, dealers, consultants, and so forth. Without their support, marketing manager
cannot carry out functions successfully. Due to important role of external relations,
contemporary marketing practices can be said as relationship marketing.

6. Marketing Research Activities:

Marketing research is one of the important functions of modern marketing. Marketing

research involves systematic collection, analysis, and interpretation of data on any
problem related to marketing. It provides the manager with valuable information on
which marketing decisions can be taken. Marketing research is essential to know
adequately about consumers and market situation. It is a basic function to satisfy
consumers. Marketing efforts are based on the marketing research information.

7. Sales Management:

Sales management is one of the important functions of marketing management. Sales

management concerns with planning, implementation, and controlling selling efforts.

4
 It performs all the activities directly related to execution of sales. Sales department
carry out selling functions. Sales department formulates sales policies, ensures adequate
quantity of products, maintains sales records, formulates structures for sales
department, manages sales force (salesmen), and controls selling efforts.

8. Exercising Effective Control on Marketing Activities:

Control is essential to ensure that activities are performed as per plan. Control involves
establishing standards, measuring actual performance, comparing actual performance
with standards, and taking corrective actions, if needed. Control keeps the entire
marketing department alert, active, and regular. Marketing manager should set up an
effective controlling system to monitor marketing efforts.

ADVANTAGES OF MARKETING:

 Promotion of your business: An obvious advantage of marketing is the promotion

of your business; getting the recognition and attention of your target audience across a
wide ranging or specific market.

 Enhanced brand recognition: Going hand-in-hand with this is the enhanced brand
recognition. Over time potential customers and members of the public will begin to
associate your logo and your brand with your business.

 Improving the businesses profits: Every business needs to ‘spend money to make
money’. Investing in marketing is no different. The most important advantage of
marketing is therefore quite simply improving the businesses profits by boosting sales.

 Print Advertising: Choosing the appropriate magazine or newspaper to advertise and

market your business allows you to appeal to a specific audience and demographic.
Targeting your adverts at the right audience to maximise its effectiveness. Often an
advantage of marketing via print media is the flexibility. The size, placement and type of
advert can be adopted and changed according to your needs. Another advantage marketing
this way is the repeated display of your advert over time. Multiple appearances in various
issues of the paper or magazine will improve chances of your brand sticking with the
customers and also the results you will see in terms of sales leads.

5
  Television & Radio Marketing: There are many radio and television stations out
there. You can appeal to your local audience by using a local radio or television station.
You may also run an advert on a specific station with a genre which would suit your
business. The variety of radio and television stations makes it easy to appeal to a specific
audience. Your advert may well be repeated throughout the day at specific times, which
would allow you to reach the best audience for your marketing. Radio and television
marketing allows for regular repetition of your advert, helping satisfy the law of 29.

 Direct Mail Marketing: Direct mail marketing will allow you to target to your
specific customer. Personalising your message to have the best possible impact on them.
Unlike other forms of advertising, your marketing will not need to stand out on a page
full of other adverts. It will just need to stand out from the pile on the doormat.

 Telemarketing: Personal contact with the customer is more effective than something
abstract designed to appeal to a multitude of people. It makes the customer feel more
important if you can make them think you are only there to help them with their needs.
Results are easy to measure and often a potential customer can be easily led to a sale over
the phone. In other words the call to action will be more effective.

FUNCTION OF MARKETING:

Some of the major functions of marketing are as follows: 1. Selling 2. Buying and Assembling
3. Transportation 4. Storage 5. Standardization and Grading 6. Financing 7. Risk Taking 8.
Market Information. The marketing process performs certain activities as the goods and
services move from producer to consumer. All these activities or jobs are not performed by
every firm. However, they must be carried out by any company that wants to operate its
marketing systems successfully.

1. Selling:

It is core of marketing. It is concerned with the prospective buyers to actually complete

the purchase of an article. It involves transfer of ownership of goods to the buyer.
Selling plays an important part in realising the ultimate aim of earring profit. Selling is
enhanced by means of personal selling, advertising, publicity and sales promotion.

6
 Effectiveness and efficiency in selling determines the volume of company’s profits and
profitability.

2. Buying and Assembling:

It involves what to buy, of what quality, how much from whom, when and at what price.
People in business buy to increase sales or to decrease costs. Purchasing agents are
much influenced by quality, service and price. The products that the retailers buy for
resale are determined by the needs and preferences of their customers. A manufacturer
buys raw materials, spare parts, machinery, equipment’s, etc. for carrying out his
production process and other related activities. A wholesaler buys products to resell
them. Assembling means to purchase necessary component parts and to fit them
together to make a product. ‘Assembly line’ indicates a production line made up of
purely assembly operations. Assembly line is an arrangement of workers and machines
in which each person has a particular job and the work is passed directly from one
worker to the next until the product is complete

3. Transportation:

Transportation is the physical means by which goods are moved from the places where
they are produced to those places where they are needed for consumption. It creates
place, utility. Transportation is essential from the procurement of raw material to the
delivery of finished products to the customer’s places. Marketing relies mainly on
railroads, trucks, waterways, pipelines and air transport.

The type of transportation is chosen on several considerations, such as suitability,

speed and cost. Transportation may be performed either by the buyer or by the seller.
The nature and kind of the transportation facilities determine the extent of the
marketing area, the regularity in supply, uniform price maintenance and easy access to
the supplier or seller.

4. Storage:

It involves holding of goods in proper (i.e., usable or saleable) condition from the
time they are produced until they are needed by customers (in case of finished

7
 products) or by the production department (in case of raw materials and stores); storing
protects the goods from deterioration and helps in carrying over surplus for future
consumption or use in production.

Goods may be stored in various warehouses situated at different places, which is

popularly known as warehousing. Warehouses should be situated at such places from
where the distribution of goods may be easier and cheaper. Situation of warehouses is
also important from the view of prompt feeding of emergency demands. Storing
assumes importance when production is regional or consumption may be regional.
Retail firms are called “stores”.

5. Standardization and Grading:

The other activities that facilitate marketing are standardisation and grading.
Standardisation means establishment of certain standards or specifications for products
based on intrinsic physical qualities of any commodity. This may involve quantity
(weight or size) or it may involve quality (colour, shape, appearance, material, taste,
sweetness etc.) Government may also set some standards, for example, in case of
agricultural products. A standard conveys a uniformity of the products. Grading means
classification of standardised products into certain well defined classes or groups. It
involves the division of products into classes made of units possessing similar
characteristics of size and quality.

6. Financing:

It involves the use of capital to meet financial requirements of agencies dealing with
various activities of marketing. The services to provide the credit and money needed,
the costs of getting merchandise into the hands of the final user is commonly referred
to as finance function in marketing

8
IMPORTANCE OF MARKETING:

1. Marketing helps in transfer, exchange and movement of goods:

Marketing is very helpful in transfer, exchange and movement of goods. Goods and
services are made available to customers through various intermediaries’ viz.,
wholesalers and retailers etc. Marketing is helpful to both producers and consumers. To
the former, it tells about the specific needs and preferences of consumers and to the latter
about the products that manufacturers can offer. According to Prof. Haney Hansen
“Marketing involves the design of the products acceptable to the consumers and the
conduct of those activities which facilitate the transfer of ownership between seller and
buyer.”

2. Marketing is helpful in raising and maintaining the standard of living

of the community:

Marketing is above all the giving of a standard of living to the community. Paul Mazur
states, “Marketing is the delivery of standard of living”. Professor Malcolm McNair has
further added that “Marketing is the creation and delivery of standard of living to the
society”.

By making available the uninterrupted supply of goods and services to consumers at a

reasonable price, marketing has played an important role in raising and maintaining
living standards of the community. Community comprises of three classes of people i.e.,
rich, middle and poor. Everything which is used by these different classes of people is
supplied by marketing.

In the modern times, with the emergence of latest marketing techniques even the poorer
sections of society have attained a reasonable level of living standard. This is basically
due to large scale production and lesser prices of commodities and services. Marketing
has in fact, revolutionised and modernised the living standard of people in modern times.

9
3. Marketing creates employment:

Marketing is complex mechanism involving many people in one form or the other. The
major marketing functions are buying, selling, financing, transport, warehousing, risk
bearing and standardisation, etc. In each such function different activities are performed
by a large number of individuals and bodies.

Thus, marketing gives employment to many people. It is estimated that about 40% of
total population is directly or indirectly dependent upon marketing. In the modern era of
large scale production and industrialisation, role of marketing has widened.

This enlarged role of marketing has created many employment opportunities for people.
Converse, Huegy and Mitchell have rightly pointed out that “In order to have continuous
production, there must be continuous marketing, only then employment can be sustained
and high level of business activity can be continued”.

4. Marketing as a source of income and revenue:

The performance of marketing function is all important, because it is the only way
through which the concern could generate revenue or income and bring in profits.
Buskirk has pointed out that, “Any activity connected with obtaining income is a
marketing action. It is all too easy for the accountant, engineer, etc., to operate under the
broad assumption that the Company will realise many dollars in total sales volume.

However, someone must actually go into the market place and obtain dollars from
society in order to sustain the activities of the company, because without these funds the
organisation will perish.”

Marketing does provide many opportunities to earn profits in the process of buying and
selling the goods, by creating time, place and possession utilities. This income and profit
are reinvested in the concern, thereby earning more profits in future. Marketing should
be given the greatest importance, since the very survival of the firm depends on the
effectiveness of the marketing function.

10
5. Marketing acts as a basis for making decisions:

In modern times marketing has become a very complex and tedious task. Marketing has
emerged as new specialised activity along with production. As a result, producers are
depending largely on the mechanism of marketing, to decide what to produce and sell.
With the help of marketing techniques a producer can regulate his production
accordingly.

6. Marketing acts as a source of new ideas:

The concept of marketing is a dynamic concept. It has changed altogether with the
passage of time. Such changes have far reaching effects on production and distribution.
With the rapid change in tastes and preference of people, marketing has to come up with
the same.

Marketing as an instrument of measurement, gives scope for understanding this new

demand pattern and thereby produce and make available the goods accordingly.

7. Marketing is helpful in development of an economy:

Adam Smith has remarked that “nothing happens in our country until somebody sells
something”. Marketing is the kingpin that sets the economy revolving. The marketing
organisation, more scientifically organised, makes the economy strong and stable, the
lesser the stress on the marketing function, the weaker will be the economy

11
CUSTOMER PERCEPTION

MEANING

Customer perception refers to how customers view a certain product based on their own
conclusions. These conclusions are derived from a number of factors, such as price and overall
experience. Consumer Perception also refers to the process by which a customer selects,
organizes and interprets information to create a meaningful picture of the brand or the product.

DEFINITION
According to Joseph Reitz, “Perception includes all those processes by which an individual
receives information about his environment—seeing, hearing, feeling, tasting and smelling.
The study of these perpetual processes shows that their functioning is affected by three classes
of variables the objects or events being perceived, the environment in which perception occurs
and the individual doing the perceiving.”

12
In simple words we can say that perception is the act of seeing what is there to be seen. But
what is seen is influenced by the perceiver, the object and its environment. The meaning of
perception emphasises all these three points.

FACTORS MOTIVATING CUSTOMER PERCEPTION

There are sufficient evidences and empirical resources that explain about the various factors
that influence the perception of consumers and affect their buying behaviour. Many factors are
available in the environment that influences the behaviour of consumers. Internal factors
comprise consumer’s lifestyle, personality, attitude, knowledge, affordability etc. These factors
integrate culture, values and norms, family and friend circle, social status, family, reference
groups. Environment is the external condition, which affects the perception and the consumer
behaviour. It consists of both physical and social factors. Physical factors, also known as macro
factors, include demographic, economic, changes in technology, political elements and
globalization.

EASE OF USE

Extensive research over the past decade provides confirmation of the significant effect that ease
of use has on perceived usefulness (Agarwal & Prasad, 1999; Davis et al., 1989; Hu, Chau,
Sheng, & Tam, 1999; Venkatesh, 1999, 2000; Venkatesh& Davis, 1996, 2000; Venkatesh&
Morris, 2000). Mobile banking systems must be both easy to learn and easy to use in order to
prevent the using problems of mobile banking system. In this study, it is argued that the mobile
banking ease of use is one of the motivating factors of perceived usefulness of mobile banking.

SPEED OF TRANSACTION

The amount of time required to perform offline banking transactions is, relatively, higher than
the time to log in mobile banking to perform the same transactions by visiting banks branches.
Within the literature of mobile banking, few studies discuss the importance of the speed of
performing bank's transactions by using mobile banking. We argued that the time of performing
different transactions with the bank by using mobile banking is lesser than doing the same
transaction by using offline banking. That is, the higher the transaction speed is, the better the
customer's perceived usefulness of mobile banking.

13
SECURITY PERCEPTION

Security is one of the very important factors in determining the decision of consumers to use
Internet banking. The Walls report (1997) also reported that unless security is improved, more
households would be willing to conduct their transactions over the Internet. According to
Polatoglu and Ekin, (2001), security comprises of three dimensions: reliability, safety, and
privacy. Consumers’ concerns about security, which arise from the use of an open public
network, have been emphasised as being the most important factor inhibiting the adoption and
use of internet banking (Sathye, 1999; Daniel, 1999; Hamlet and Strube, 2000; Tan and Teo,
2000; Cox and Dale, 2001, Polatoglu and Ekin, 2001, Black et al., 2002, Giglio, 2002;
Howcroft et al., 2002 Howcroft et al., 2002). In USA, Thorton Consulting (1996) which
conducted a survey focusing on banks concluded that 67 percent of US banks feel that “security
concerns” is the major barriers for Internet banking. The same results obtained from the study
of Booz et al. (1997), reveals that security concern among customers was the top-ranking
obstacle for non-adoption of Internet banking in Latin America.

PERSONAL DESIRE

An alarming question on the minds of many banks is whether or not people would use mobile
banking services. Staff (2006) and Cook and Goette (2006) argued that the customer's desire
negatively affects their perceived usefulness of mobile banking services. That is, personal
desire play a critical role in using mobile banking services since as the desire of using this
service decreases the perceived usefulness of mobile banking services will decrease. Hence,
we suggest that personal desire negatively affects customer's perceived usefulness of mobile
banking

STAGES OF PERCEPTION

SENSATION:
Sensation describes what occurs when a person's senses are initially exposed to the external
stimulus of a product or brand marketing. The sensory receptors of a consumer are engaged by
product or brand cues through sight, sound, smell, taste and texture. For example, Starbucks
engages all the senses in its sensory brand marketing. A customer who enters a Starbucks coffee
shop may hear the sounds and smell the aroma of the grinding of fresh coffee in the store.

14
Background music and a unique store design round out the experience of the taste of hot or
cold coffee and food products that can be enjoyed in-store at quaint cafe tables.

ATTENTION:
In consumer information processing, attention occurs when a person lingers and gives mental
processing capacity to the external stimulus from a product or brand. Selective perception is
when a consumer pays attention to messages that are consistent with her attitudes, beliefs and
needs. When a product is inconsistent with these factors, the consumer will withdraw attention.

INTERPRETATION:
Interpretation occurs when a person assigns a meaning to the sensory stimulus from a product
or brand marketing. Comprehension is aided by expectations and familiarity. A consumer scans
his memory to retrieve previous experiences with the brand or a similar brand. Store-brand
marketing frequently capitalizes on the interpretation stage when product packaging design
contains logos, colours and other elements that are similar to national brands that consumers
are generally more familiar with.
RETENTION:
The conclusion of the consumer perception process is the retention stage. This is marked by
the storage of product or brand information in short-term and long-term memory. The
marketer's goal is to provide positive stimuli in the proceeding stages that translate into
consumers storing the information about the product or brand into long-term memory.

IMPORTANCE OF CONSUMER PERCEPTION:

MARKETING AND ACTION

Successful marketing is a process of reaching out to customers through advertising, selling

strategies and the product itself to create an impression that inspires loyalty. However, that
impression is unlikely to endure unless you work hard to maintain it. The outdoor apparel
company L.L. Bean has a return policy of replacing any product that a customer returns for any
reason, regardless of how long it has been worn. This policy surely costs the company extra
when unscrupulous customers choose to take advantage and return items that have been worn
for a considerable period of time. Over the long term, though, this legendary return policy has
worked to the company's advantage by building trust and extraordinary loyalty.

15
NEGATIVE PERCEPTIONS

Negative consumer perceptions can be at least as powerful as positive ones especially in the
era of social media when stories about companies' bad behaviors spread quickly and can have
devastating repercussions. When United Airlines had a ticketed customer dragged off a flight
in April 2017, the story spread through both social and mainstream media, creating a backlash
from consumers who boycotted the airline and canceled credit cards affiliated with it. The
negative publicity rippled among shareholders as well causing the company's price to plummet
by $1.4 billion.

REFERRALS

Referrals are a powerful way to foster positive consumer perception because they often come
about organically through customers telling their friends which products they buy and why they
buy them. Because they come from customers rather than from marketing or advertising,
referrals give your company genuine credibility. Referrals grow out of brand loyalty and
generate additional loyalty to your brand. You can give customers incentives to make referrals
such as by offering free products or services, but if you've done a good job fostering positive
consumer perceptions, you'll get customer referrals whether or not you reward customers for
them.

Thus, for understanding the human behaviour, it is very important to understand their
perception, that is, how they perceive the different situations. People’s behaviour is based on
their perceptions of what reality is, not on reality itself. The world as it is perceived is the world
that is important for understanding the human behaviour.

ROLE OF PERCEPTION IN CONSUMER BEHAVIOR

The perceptions consumers have of a business and its products or service have a dramatic effect
on buying behavior. That’s why businesses spend so much money marketing themselves,
honing their customer service and doing whatever else they can to favorably influence the
perceptions of target consumers. With careful planning and execution, a business can influence
those perceptions and foster profitable consumer behaviors.

INFLUENCING PERCEPTION

Consumers continually synthesize all the information they have about a company to form a
decision about whether that company offers value. In a sense, consumer perception is an
16
approximation of reality. Businesses attempt to influence this perception of reality, sometimes
through trickery and manipulation but often just by presenting themselves in the best possible
light. For example, advertisements often trumpet the quality and convenience of a product or
service, hoping to foster a consumer perception of high value, which can pay off with increased
sales.

REACHING CONSUMERS

A key factor in influencing consumer perception is exposure. The more information consumers
have about a product, the more comfortable they are buying it. As a result, businesses do all
they can to publicize their offerings. However, this causes a problem: When every business
bombards consumers with marketing messages, consumers tend to tune out. To influence
consumer perception, a business not only must expose its product to consumers, it also must
make its product stand out from the crowd.

RISK PERCEPTION

Consumer risk perception is another factor businesses must take into account when trying to
encourage buying behaviors. The more risky a proposition is, the more difficult it is to get
consumers to act. If consumers aren’t familiar with a brand of product, they can’t assess the
risk involved; it could be poorly built, for instance, or too costly compared to substitutes.
Businesses can overcome this hesitancy by offering as much product information as possible
in the form of advertisements or by encouraging product reviews. Allowing potential customers
to handle the product in stores or test it at home also decreases risk perception, as does offering
a flexible return policy.

CUSTOMER RETENTION

Successful businesses don’t relax once a customer makes a purchase. Rather, they continue to
foster perceptions that result in profitable behaviors. Once consumers have tried a product, the
task becomes maintaining a good reputation and establishing brand loyalty. Offering superior
customer service is an effective tactic because it maintains the perception that the business
cares about its customers’ best interests. In return, customers become loyal to the business,
which secures a consistent revenue stream for the company and makes it more difficult for
competitors to poach customers.

17
FACTORS AFFECTING CONSUMER PERCEPTION

Although a consumer's perception of a product or service is at least partially based on his actual
experience with the good, a significant amount of market research suggests that a consumer's
view of a product is also conditioned by a variety of other factors. From very concrete factors
of price and quality to less tangible factors such a consumer's view of the manufacturer's
reputation, experience with service and the quality of packaging and branding, a number of
complex and interrelated psychological factors determine a consumer's perception of goods
and services.

PRICE

Price has a complex effect on consumer perception. On the one hand, consumers appreciate a
bargain and are often likely to favor an economically-priced item. On the other, consumers
often perceive very inexpensive items as cheap and discardable, ultimately damaging a
consumer's view of a product even if the product remains the same and the consumer is
benefited from a price reduction. Especially sophisticated or skeptical consumers are even
prone to distrust a product that is considerably cheaper than the alternatives. As a result, price
should be part of a comprehensive marketing plan, where even inexpensive products are
depicted as favorable alternatives with similar levels of quality to the competition, with a price
that is somewhat lower but still comparable with other possibilities.

QUALITY

Of course, the actual quality of a product is a vital part of a consumer's perception of a good or
service. Quality can describe any attribute in a set of characteristics that satisfy or disappoint a
consumer, including usability, reliability and durability. Marketing can influence a consumer's
perception of quality, but, in the end, and particularly with non-durable goods, a consumer's
actual experience with a product will determine his perception of quality. Outside the realm of
mass communication, word of mouth regarding quality also travels very quickly.

SERVICE QUALITY

Even in the case of goods that exhibit numerous flaws, excellent service quality can often
overshadow a negative experience with the product itself. If a consumer feels that he receives
exceptional attention when encountering a problem with a product, that consumer is somewhat
more likely to trust the brand or product knowing that the manufacturer or retailer provides a

18
prompt and effective response to problems. Humans are social animals and their consumer
behavior is often determined by the social relationships that surround a product, including
interactions with customer service representatives.

PACKAGING AND BRANDING

Packaging and branding have a huge effect on consumer perceptions, particularly at the point
of purchase. Especially when a consumers are purchasing a type of product for the first time,
the way the product is presented can wholly determine their perception of the item. Packaging
and branding, of course, cover everything from the attractiveness and display quality of an item
to the attributes of a product the manufacturer chooses to highlight. Depending on the type of
product and market, different branding messages from tough and reliable to fine and luxurious
can be appropriate and effective.

REPUTATION

A product's reputation is built up over time and is usually a combination of actual experience
with the product, word-of-mouth recommendations and marketing campaigns that attempt to
establish a status or shared view of the product or brand. A consumer's perception of a product's
reputation, moreover, is not only determined by the product's brand identity and manufacturer
but by the whole chain of distribution. Even if a consumer trusts a product's manufacturer, for
example, that consumer may change his mind about the product upon seeing it available in a
retailer he associates with cheap, defective products.

19
OBJECTIVE OF THE STUDY
 To analyze the perception of users towards Digital Bank Products and Services.
 To study the source of awareness about Digi Bank Products and Services.
 To know the factors motivating customers to use Digi banking.
 To describe the importance of Digi banking in Indian market

20
SCOPE OF THE STUDY
The present study helps to analyse the competition exist in the market regarding digital banking
services. The scope of the study also covers the key factors which influences the customer to
take decisions to use digital banking services. The study is focused on the some kinds of
services namely, Cash Back, Debit Card Services, Easy Transfer. The task of the study is to
know the preference of the users in digital banking among these various services.

21
 NEED FOR THE STUDY
 To Create an Awareness among the Online Banking users about the easy way of
transactions.
 To make people aware about the DBS bank application in android/IOS devices.
 To know how the online bank user have a view on a new bank which is totally handled
in mobile phone.

22
LIMITATIONS OF THE STUDY
1. Time was a limiting factor in conducting the study.
2. The sample size is confined to 100.
3. The respondents were unable to spend much time for filing up the questionnaire.
4. A few respondents giving biased information which may affect the study.

23
 CHAPTER 2

COMPANY PROFILE

24
HISTORY OF DBS

DBS Bank Ltd is a Singaporean multinational banking and financial services corporation
headquartered in Marina Bay, Singapore. The company was known as The Development
Bank of Singapore Limited, before the present name was adopted in July 2003 to reflect its
changing role as a regional bank.

The bank was set up by the Government of Singapore in July 1968 to take over the industrial
financing activities from the Economic Development Board. Today, its branches numbering
more than 100 can be found island-wide. DBS Bank is the largest bank in South East Asia by
assets and among the larger banks in Asia. It has market-dominant positions in consumer
banking, treasury and markets, asset management, securities brokerage, equity and debt fund-
raising in Singapore and Hong Kong. The bank's strong capital position, as well as "AA-" and
"Aa1" credit ratings that are among the highest in the Asia-Pacific region, earned it Global
Finance's "Safest Bank in Asia" accolade for six consecutive years, from 2009 to 2015. With
operations in 17 markets, the bank has a regional network spanning more than 250 branches
and over 1,100 ATMs across 50 cities.

Despite a strong global presence, with over 280 branches across 18 markets, DBS is a lesser-
known foreign bank in India, with just 12 branches in 12 cities. The bank has between 35,000
and 40,000 customers in India, despite opening its first branch 20 years ago; the country
contributed less than 5 percent to DBS Group Holding’s total revenues of SGD 10.92 billion
for the year ended December 2015.

About DBS

DBS Bank Is A Leading Financial Services Group In Asia, With Over 280 Branches Across
18 Markets. Headquatered in Singapore, It Has Played An Integral Role in The Rapid
Development Of The Country. It Also Has A Growing Presence In Greater China, Southeast
Asia And South Asia.

DBS – Asia’s Safest , Asia’s Best- Is Recognised As The ‘Bank Of The Year, Asia’ by THE
BANKER, a Member Of The Financial Times Group , “Best Bank In Asia-Pacific” by Global

25
Finance , “ ASIAN BANK OF THE YEAR ” By IFR Asia, and Also ‘Best Retail Bank in
Asia-Pacific’ By The Asian Banker. The Bank Has Also Been Named ‘Safest Bank in Asia’
By Global Finance For Seven Consecutive Years From 2009 to 2015.

Digi bank, powered by DBS, is an entire bank squeezed to fit into your Smartphone. Digibank makes
Banking Hassle-Free and Life a Whole Lot Easier. Heard that Before? Well, How About this,
it is India’s First Ever Bank that Lets You Open an Account Without any Paperwork or
Signatures. Only your Aadhaar No., Pan No. and Biometric is Required for
Authentication.

Objective of DBS

Changing banking the way you know it. Not only does it let you deposit, withdraw and transfer
money with lightning speed, it also lets you set goals and draw out a plan to achieve them. It’s
a bank with your interest in mind.

So save your time, energy and money with Digibank and go about doing what matters
most. Live more, bank less.

26
FEATURES OF DBS DIGIBANK

Enjoy paperless, signatureless, branchless banking

Digibank Is India’s First Paperless, Signatureless

& Branchless Banking. You Can Open a
DigiBank e-Wallet in 90 Seconds Flat To Make
Bill Payments. And Convert To a Zero Balance
Digibank Savings Account For The Best Interest
Rate By Just Using Your Aadhaar And Getting
Your Biometric Done at Over 500 Partner Stores
. Now isn’t That Easy?

Get answers to all your banking queries in an instant with the 24x7 virtual assistant that uses
state-of-the-art artificial intelligence.

Start with an e-wallet, and convert to a full bank account at

any time!

e - wallet Digi Savings

27
With your digibank e-wallet, you enjoy:

Shopping online with your VISA virtual debit card

Cashback while you shop

Great offers across travel, entertainment & more

And lots more when you convert your digibank e-wallet to

digiSavings

High return with *7% interest

No Minimum Balance

Unlimited free withdrawals

28
Help is at hand. Get your own 24x7 Virtual Assistant, powered by artificial
intelligence.

Now you needn’t wait endlessly for someone to answer

your calls. digibank’s 24x7 Virtual Assistant with artificial
intelligence holds the answers to 10,000+ banking-related
questions.
And yes, you get answers anywhere, anytime and real
time.

Get money wise with the budget optimiser.

The Budget Optimiser Lets You

Budget,TrackExpenses,Analyse Purchasing Patterns And
even Provides Actionable Advice By Understanding Your
Behaviour And Preferences.

Total Foodie? Be Prepared To Enjoy Discounts At

Restaurants. Moreover,it lets You Set Spending Limits
And Know when You’re Overspending. And Advises You
On How To Make Your Money Work Even Harder .

29
INTERNATIONAL OPERATIONS

India

Headquartered in the commercial capital of Mumbai, DBS operates via a network of 12 bank
branches across India in Bangalore, Chennai, Cuddalore, Kolhapur, Kolkata, Moradabad,
Mumbai, Nashik, New Delhi, Pune, Salem and Surat. DBS India had a 37.5% stake in DBS
Cholamandalam Finance, a non-bank financial institution, in April 2009, it transferred its
shares to the parent company Tubes Investments of India Limited, thus terminating its shared
holder agreement in Cholamandalam DBS .

China

Strategically located in the key trade and financial hubs of China, DBS has a network of full
service branches in Beijing, Guangzhou, Shanghai, Shenzhen, Suzhou, Tianjin, Dongguan,
Nanning and Hangzhou; and representative offices in Fuzhou which provide a comprehensive
range of commercial and corporate banking services. In December 2006, DBS Bank received
approval from the China Banking Regulatory Commission (CBRC) to prepare for local
incorporation in China. DBS is the only Singapore bank among nine foreign banks to receive
this approval. In 2010, it also became the first Singapore bank to issue Union Pay debit cards
in China.

Hong Kong

DBS started its operations in Hong Kong in 1999 by acquiring Kwong On Bank from Leung's
family & Japanese-based Fuji Bank, and renamed it as DBS Kwong On Bank. It acquired Dao
Heng Bank (and its subsidiary Overseas Trust Bank) in 2001. The three banks were later
merged under the trading name of DBS Bank (Hong Kong) Limited.

Taiwan

DBS first established a presence in Taiwan in 1983. In May 2008, DBS integrated
Taiwan's Bowa Bank into its operations after acquiring the "good bank assets" in February.
There are 40 distribution outlets across the country, half of which are based in Taipei.

30
Indonesia

DBS has a 99%-owned subsidiary, PT Bank DBS Indonesia, with 39 branches and sub-
branches in 11 cities. On April 2012, DBS announced that it was planning to buy over a
majority stake in Bank Danamon from Temasek Holdings. Initial reactions to the proposed
purchase in Indonesia were cautious with most commentators saying that the deal was expected
to be approved but that government regulators would doubtless wish to look at some of the
details, including reciprocity from Singapore policy makers, quite closely before making a final
decision. On 31 July 2013, DBS announced that it had allowed the Bank Danamon bid to lapse,
but that they remained committed to Indonesia and will continue to invest and grow franchise.

DIGIBANK PRODUCTS AND SERVICES GLOBALLY

PRODUCTS

ACCOUNT: It includes Digi bank e-wallet or Digi bank e-wallet Account or Digi Savings
or Term Deposit as may be created from time to time or as the case may be.

ALERT/ELECTRONIC DEVICE: It includes in-app notification and/or SMS/email

notification sent to you on your registered mobile number/ Digi bank app/your registered email address.

DEBIT CARD: It is a virtual debit card in the case of Digi bank e-wallet and a physical Visa
International Debit Card in the case of Digi Savings and includes any replacement or renewed
card issued by us to you at your request or otherwise.

MOBILE PHONE/DEVICE: It means the handset with requisite accessories,

equipment attachments and other software which maybe owned/possessed by you and/ CSP.

TRANSACTION:

Any transaction or operation made or performed, processed or effected through Digi bank
Services by you or any person purporting to be you, or any person purportedly acting on your
behalf, with or without your consent, including:

 Any payment or fund transfer from the Account

31
  Any administrative function including without limitation the request for issuance of
New Security

 Any other banking transaction that may be made available through Digi bank from time
to time (including making bill payments)
 Any banking transaction carried out through any DBS branch

SERVICES

Digi Savings means a savings account opened or to be opened using the Digi bank app.

REFERRAL PROGRAMMES

A person who was referred by another person. These are the new customers you are acquiring
from your referral program. They can be paying customers, non-paying customers or even
other people who signed up to your referral program.

ATM WITHDRAWAL UNLIMITED

An automated teller machine (ATM) is an electronic banking outlet, which allows customers to
complete basic transactions without the aid of a branch representative or teller. Anyone with a credit
card or debit card can access.

Digibank offers you a pay way card and there are no limits for withdrawal

CASHBACK FACLITIES

This is a new bank so for their promotion they give % cash back facilities on spending Rs.5000
and above per month.

32
 CHAPTER 3

A) REVIEW OF LITERATURE

33
 REVIEW OF LEIERATURE

The Indian Internet Banking Journey In 2001, a Reserve Bank of India survey revealed that
of 46 major banks operating in India, around 50% were either offering Internet banking services
at various levels or planned to in the near future.

Consumer buying behavior is the study of intrinsic qualities of consumers, such as, motivators,
perceptions, personality and learning patterns. According to various theorists, it is the branch
of knowledge, which studies behavior of an individual and its mental state (Hausman, 2000).

According to a research report, (India Research, Kotak Securities, May 2000) while in 2001,
India's Internet user base was an estimated 9 lakh; it was expected to reach 90 lakh by 2003.
Also, while only 1% of these Internet users utilized the Internet banking services in 1998, the
Internet banking user base increased to 16.7% by mid- 2000

Customer’s perception is affected by several factors such as culture, social, personal and
psychological and CRM process allows the retailers to understand the extent of all these factors
on the purchasing process of customers (Palan, 2001).

Due to the continuous changes in the technology, the world has become a global village, which
provides a large variety of products and services to the consumers. Often the environments are
not in the hands of the manufacturers, so they have to modify the marketing strategy in order
to influence internal factors, which in turn affects the perception and behavior (Kotler, 2002).

A marketer should be able to produce a product that will capture the need and demands of the
consumers. Following social and cultural factor affect the buying behavior of consumers. in a
society, the interaction of persons with the family, groups, and social classes is highly
responsible for the influence on the perception of consumer’s (Tanja and Piri-rajh, 2003).

Jadhav Anil (2004) described various channels of e-banking services such as ATM, Telephone
banking (Tele-banking), Mobile banking, Internet banking and its features. The focus is also
given on e-banking opportunities, challenges and security aspects while performing the
banking transactions on the internet.

34
Janeetal (2004)stated that Online banking requires perhaps the most consumer involvement,
as it requires the consumer to maintain and regularly interact with additional technology (a
computer and an Internet connection).

Akinci at al. (2004) conducted the study to develop an understanding of consumers’ attitudes
and adoption of Internet banking among sophisticated consumers. Users and non-users of
Internet Banking (IB) were examined based on a random sample differ with respect to
academicians, demographic, attitudinal, and behavioural characteristics. The analyses revealed
significant differences between the demographic profiles and attitudes of users and non-users.
They further investigated the IB users and three sub-segments were defined according to a set
of bank selection criteria. Finally, based on the similarities between various Web-based bank
services, four homogeneous categories of services were defined by the researcher.

Environment is the external condition, which affects the perception and the consumer behavior.
It consists of both physical and social factors. Physical factors, also known as macro factors,
include demographic, economic, changes in technology, political elements and globalization
(Mourali et al, 2005).

Many factors are available in the environment that influences the behavior of consumers.
Internal factors comprise consumer’s lifestyle, personality, attitude, knowledge, affordability
etc. These factors integrate culture, values and norms, family and friend circle, social status,
family, reference groups, etc. (Sjo’berg and Elisabeth, 2005)

The concept of customer perception has also been defined by various researchers as per the
needs of the environment. Human psyche is a very complex process because it involves not
only the economic factors but also the emotional and social factors (Clark and Goldsmith,
2006)

Williamson, 2006 Convenience way of operating banking transactions: Online banking is a

highly profitable channel for financial institutions. It provides customers convenience and
flexibility and can be provided at a lower cost than traditional branch banking. The convenience
of online banking is helping people gain greater control of their finances and contributing to
changing patterns in cash withdrawal and day to day money management.

35
(IAMAI’s, 2006) Anytime and anywhere banking facility: Online banking users say that
convenience is the most important factor, online banking lets them access their accounts from
anywhere and at any time.

Uppal R.K. (2007) the study concludes that the customers of e - banks are satisfied with the
different e-channels and their services in the spread of e - banking services. It also suggests
some measures to make e - banking service more effective in the future. The present study is
mainly concerned with the Indian banking industry in general and particular those banks that
are producing service through e-channels.

Sadique 2009 Real time access to information: The banks started i-banking initially with
simple functions such as real time access to information about interest rates, checking account
balances and computing loan eligibility. Then, the services are extended to online bill payment,
transfer of funds between accounts and cash management services for corporate.

Malhotra and Singh (2010) conduct an exploratory study and make effort to present the
current status of Internet banking in India and the extent of Internet banking services offered
by Internet banks. In addition, it seeks to examine the factors affecting the extent of Internet
banking services. The results reveals that the private and foreign Internet banks have performed
well in offering a wider range and more advanced services of Internet banking in comparison
with public sector banks.

Safeena (2010) determined the consumer attitude on internet banking adoption. Finding shows
that perceived usefulness, perceived ease of use, consumer awareness and perceived risk are
the important determinants of online banking adoption and have strong and positive effect on
customers to accept the online banking system.

According to Byron McCann (2011), correlation between behavior, experience and perception
of consumer can help an organization to understand in real time what customers really think,
experience and do

Bahl, Sarita, (2013) determined that security and privacy issues are the big issue in e-banking.
If security and privacy issues resolved, the future of electronic banking can be very prosperous.

36
Liu and Arnett in their study identified time factor as one of the prime factor that in Internet
banking service quality feature for the customers. Saving time is an importance factor which
influences the customers prefers to use Internet Banking.

37
B) RESEARCH METHODOLOGY

38
 RESEARCH METHODOLOGY

Kothari (2004) defines that “the research is an original contribution to the existing stock of
knowledge making for its development”. The systematic approach concerning generalizations
and formulation of a theory is also research. As such the term ‘research’ refers to the systematic
method consisting of enunciating the problem, formulating a hypothesis, collecting the data,
analyzing the facts and reaching certain conclusions either in the form of solutions towards the
concerned problem or in certain generation for some theoretical formulation. It consists of three
steps:

 Pose a question
 Collect data to answer the question
 And present an answer to the question

Research methodology is a systematic way to solve the research problem. It gives an idea about
various steps adopted by the researcher in a systematic manner with an objective to determine
various manners. Both primary and secondary data were collected to perform the research.

APPROACHES TO RESEARCH

Descriptive approach is one of the most popular approaches these days. In this approach a
problem is described by the researcher by using questionnaire or schedule. This approach
enables a researcher to explore new areas of investigation.

RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.

 A well structured questionnaire is framed.

 Data is collected from the employees in Airports Authority of India.
 Findings are made and necessary suggestions and recommendations are given.

DATA COLLECTION

Data collection is the process of gathering and measuring informations on variables of interest,
in an established systematic fashion that enables the researcher to answer stated research

39
questions, test hypothesis and evaluate outcomes. Following methods were adopted to collect
the data for the current study:

PRIMARY DATA

The primary data are those which are collected fresh and first time and thus happen to be
original in character. Primary data for the study were collected through the issue of
questionnaires. The questionnaire was issued directly to the respondents. The questionnaire
was also mailed to the respondents which were filled and mailed back. Responses were also
collected using the direct personal interview method over telephone.

SECONDARY DATA

The secondary data are those which have already been collected by someone else and which
have already been passed through the statistical process. Secondary data for the study were
collected from academic journals, conference proceedings, published bibliographies and these
were used to access the nature of the research problem clearly in a precise manner.

TARGET POPULATION

The target population for the survey is the entire set of units for which the survey data are to
be used to make inferences. Thus the target population defines those units for which the
findings of the survey are meant to generalize. Target population must be specifically defined
as the definition determines whether sampled cases are eligible or ineligible for the survey.

SAMPLING FRAME

A sampling frame can be defined as the list consisting of the units of the population. The
sampling frame should be free from the various errors of omission and duplication of the
sampling units. In many cases it has been observed that the preparation of the sampling frame
sometimes becomes a very critical practical problem.

SIMPLE RANDOM SAMPLING

It is a subset of individuals (a sample) chosen from a larger set (a population). Each individual
is chosen randomly and entirely by chance, such that each individual has the same probability
of being chosen at any stage during the sampling process and each subset of k individuals has
the same probability of being chosen for the sample as any other subset of k individuals. This

40
process and technique is known as simple random sampling. Simple random sampling was
used to select the respondents of the study.

SAMPLE SIZE

Sample size determination is the act of choosing the number of observations to include in a
statistical sample. The sample size is an important feature of any empirical study in which the
goal is to make inferences about a population from a sample. In practice, the sample size used
in a study is determined based on the expense of data collection and the need to have sufficient
power. The sample size of the study consists of 100 respondents.

QUESTIONNAIRE

A questionnaire is a research instrument consisting of a series of questions and the other

prompts for the purpose of gathering information from the respondents. The questionnaire was
invented by the Sir Francis Galton. Questionnaire for the study was well structured and
responses were sought from the respondents. It consists of 21 questions. Unambiguous
questions were avoided. Questions were simple and clear which enabled the respondents to
make a quicker response.

STATISTICAL TECHNIQUE USED

The data collected through questionnaire has been analyzed and interpreted by using

PERCENTAGE ANALYSIS

The percentage analysis is used to know the accurate percentage of the data taken and it is easy
to graph out through the percentages. The following is the formula

No of Respondents
Percentage of Respondent = x 100
Total no. of Respondents

41
 CHAPTER 4

ANALYSIS AND DATA

INTERPRETATION

42
ANALYSIS AND INTERPRETATION OF DATA

PERCENTAGE ANALYSIS
Percentage method refers to a specified kind which is used in making comparison between two
or more series of data. Percentages are based on descriptive relationship. It compares the
relative items. Since the percentage reduces everything to a common base and thereby allow
meaning comparison. It refers to a special kind of ratio; percentages are used to comparison
between two or more series of data and also to describe the relation. Since the percentage
reduced everything to a common base and there by allow meaningful comparison to be made.

In this project Percentage method test was used. The following are the formula

No of Respondents
Percentage of Respondent = x 100
Total no. of Respondents

43
 Table .No. 4.1

Table showing the Gender of Respondents

Gender No. of. Respondents % of Respondents

Male 70 70

Female 30 30

Total 100 100

Chart No. 4.1

Chart Showing Gender

Female
30%

Male
70%

INTERPRETATION:

It is clearly evident from the above table that 70% of the Respondents are Male and 30% of
the Respondents are Female.

44
 Table. No. 4.2

Table showing the Age Group of Respondents

Age No. of. Respondents % of Respondents

Below 20 Years 46 46

21-30 Years 30 30

31-40 Years 14 14

Above 40 Years 10 10

Total 100 100

Chart No. 4.2

Chart Showing Age group of respondents

46%

30% Percentage

14%
10%

Below 20 21-30 31-40 Above 40

INTERPRETATION:

From the above table, it is clearly evident that 46% of the Respondents belong to the Age Group
of Below 20 Years, 30% of them belongs to the age group of 21 – 30 Years, 14% of them
belongs to 31- 40 Years and 10% of them belongs to the Age group of Above 40 Years.

45
 Table No 4.3

Showing the Occupation of respondents

Occupation No. of .Respondents % of Respondents

Student 55 55

Employed 25 25

Business man 15 15

Retired 0 0

Illiterate 5 5

Total 100 100

Chart No. 4.3

Chart showing the Occupation of Respondents

% of respondents

55

25
15
5
0

Student Employed Business man Retired Illiterate

INTERPRETATION:

From the above table, it is clear that 55% of the respondents are Students, 25% of them are
employed, 15% of them are Businessmen and 5% of them are Illiterate People.

46
 Table No .4.4

Table Showing Income Level Of Respondents

Income No. of. Respondents % of Respondents

Below 10000 0 0

10000-20000 18 18

20000-30000 12 12

30000-40000 0 0

Above 40000 15 15

Total 45 45

Chart No . 4.4

Chart Showing Income Level of Respondents

% of Respondents

18
15
12

0 0

Below 10000 10000-20000 20000-30000 30000-40000 Above 40000

INTERPRETATION:

It is Clearly evident from the above table that 18% of the Respondents Falls under the Income
level between Rs.10000&Rs.20000, 15% of them Falls under Rs.40000 and above and 12% of
them falls under the category between Rs.20000& Rs.3000

47
 Table .No.4.5

Table showing the Awareness of Respondents Towards Digital Banking Services

Awareness Level No. of. Respondents % Of Respondents

Yes 68 68

No 32 32

Total 100 100

Chart No 4.5

Chart showing the Awareness Towards Digital Banking

Services

32%

Yes No
68%

INTERPRETATION:

It is inferred from the above table that 68% of the Respondents are aware about Digital Banking
Services and 32% of them are not aware about Digital Banking Services

48
 Table No 4.6

Table showing the Respondents Interest towards Opening Digi Bank Account

Criteria No. of. Respondents % of Respondents

Yes 78 78

No 22 22

Total 100 100

Chart No. 4.6

Chart Showing Respondents Interest Towards Opening Digi

Bank Account

22%

Yes No

78%

INTERPRETATION

It is evident from the table that 78% of the Respondents are interested to open DBS bank
account and 22% of the Respondents are not interested to open a DBS Account.

49
 Table No. 4.7

Table Showing Digi Banking Services Availed in Any Other Banks

Criteria No .of. Respondents % of Respondents

Yes 66 66

No 34 34

Total 100 100

Chart No.4.7

Chart Showing the Digi Banking Services Availed in Any

Other Banks

34%

Yes No
66%

INTERPRETATION:

It is clearly evident from the table that 66% of the respondents are availing Digi Banking
Services in any other Banks and 34% of them are not availing Digi Banking Services in any
other Banks.

50
 Table No. 4.8

Table showing Current Trend of Digital Banking Services

Criteria No. of Respondents % of Respondents

Yes 71 71

No 19 19

Havent thought about it 10 10

Total 100 100

Chart No 4.8

Chart Showing Current Trend Towards Digital

Banking Services
Havent thought about
10%
it
percentage

No 19%

Yes 71%

0% 20% 40% 60% 80%

INTERPRETATION:

From the above table we understood that 71% of the Respondents are interested towards
using Current Trend of Digital Banking Services and 19% of the Respondents are not interested
and 10% of the Respondents are not having any idea about Current Trend Towards DBS.

51
 Table No. 4.9

Table showing Respondents often Purchase Through Online Retailing

Criteria No. of. Respondents % of Respondents

Everyday 10 10

Weekends 28 28

Once in a month 62 62

Total 100 100

Chart No. 4.9

Chart Showing Respondents Purchase Often

Through Online Retailing
Percentage

62%

28%

10%

Everyday Weekends Once in a month

INTERPRETATION:

From the above table we understood that 62% of the Respondents purchase through online
retailing once in a month, 28% of the Respondents purchase in their weekends and 10 % of
them purchase everyday through Online Retailing.

52
 Table No 4.10

Table showing Competition Towards DBS

Triumphant No .of. Respondents % of Respondents

Yes 25 25

No 45 45

May be 30 30

Total 100 100

Chart No 4.10

Chart Showing the triumphant For DBS

Percentage

May be 30%

No 45%

Yes 25%

INTERPRETATION:

It is inferred from the above table that 45% of the Respondents are thought there is no
competitor for DBS among other Banks, 30% of them thought it may be having competition
and 25% of them thought that DBS having Competition with Other Bank.

53
 Table No.4.11

Table showing the Customers Expectation Towards Digital Banking Services

Expectation No. of. Respondents % of Respondents

Offers and discounts 30 30

Cashback 24 24

Easy transfer 46 46

Total 100 100

Chart No. 4.11

Chart Showing Customers Expectation towards

digibanking services
Percentage

Easy transfer 46%

Cashback 24%

Offers and discounts 30%

INTERPRETATION:

From the above table shows that 46% of the respondents expect Easy Transfer Services, 30%
of them expect Offers and Discounts and 24% of them expect Cash Back Facilities towards
Digital Banking Services.

54
 Table No. 4.12

Table showing Factors Motivating DBS Banking Services

Motivating Factors No. of. Respondents % of Respondents

Ease of use 15 15

Speed of transaction 45 45

Security Perception 25 25

Personal desire 15 15

Total 100 100

Chart No 4.12

Chart Showing Factors Motivating DBS

Percentage

Personal desire 15%

Security Perception 25%

Speed of transaction 45%

Ease of use 15%

INTERPRETATION

From the above table, it clearly shows that 45% of the Respondents motivated by their Speedy
Transaction, 25% of them motivated by Security Perception and 15% of them motivated by
their Personal Desire and Ease of Access to use.

55
 Table No 4.13

Table Showing Respondents Having either Smart or an IOS Mobile Phone

Criteria No .of. respondents Percentage

Yes 85 85

No 15 15

Total 100 100

Chart No 4.13

Chart Showing Respondents having either

Smart Phone or an IOS Mobile Phone
Yes No

15%

85%

INTERPRETATION
From the above table, it is clear that 85% of the Respondents are using Smartphones and 15%
of them are using IOS Mobile Phone.

56
 Table No.4.14

Table showing Respondents Usage Towards Internet Banking

Criteria No. of Respondents % of Respondents

Yes 65 65

No 35 35

Total 100 100

Chart No 4.14

Chart Showing Respondents Usage Towards Internet

Banking

65%

35% Percentage

Yes No

INTERPRETATION
It is inferred from the above table that 65% of the Respondents are using Internet Banking and
35% of them are not using Internet Banking.

57
 Table No 4.15

Table showing Availing Internet all the time in Mobile Phone

Criteria No. of. Respondents % of Respondents

Yes 70 70

No 30 30

Total 100 100

Chart No .4.15

Chart Showing Availing Internet all the time in

Mobile Phone

30% Yes No

70%

INTERPRETATION
From the above table chart we can clearly see that 70% of respondents can avail Internet every
time in their mobile and 30% of them cannot avail Internet all the time in their Mobile.

58
 Table No 4.16

Table showing Respondents hear about DBS

Criteria No. of. Respondents % of Respondents

Frequently 20 20

Rarely 45 45

Never 38 38

Total 100 100

Chart No 4.16

Chart showing the respondents hear about DBS bank

Percentage

45%
38%

20%

Frequently Rare Never

INTERPRETATION:
From the above table, we can clearly understood that 20% of the Respondents frequently
known about DBS bank and 45 %of them rarely known about the bank and 38% never known
about the bank .

59
 Table No.4.17

Table showing Various Sources aware from DBS Services

Criteria No. of. Respondents % of Respondents

Advertisement 24 24

People 42 42

Internet or social Media 14 14

None 20 20

Total 100 100

Chart No. 4.17

Chart Showing where they heared

Percentage

42%

24%
20%
14%

Advertisement People Internet or social None of them

Media

INTERPRETATION:
From the above table we can clearly see that 42% of the respondents known DBS Services
from People, 24% of them known from Advertisement, 14% of them from internet and social
media and 20% doesn’t known about DBS bank

60
 Table. No.4.18

Table showing Improving The Level of Economy Through DBS Services

Level No. of. Respondents % of Respondents

0-30% 65 65

31-60% 25 25

61-100% 10 10

Total 100 100

Chart No. 4.18

Chart Showing the level of economy

Petcentage

65%

25%

10%

0-30% 31-60% 61-100%

INTERPRETATION:
From the above table we can clearly see that respondents think that 0-30% of the people
thought that the Economy can be improved through DBS, 25% of them will improve 31 – 60%
and 10% of them thought that the economy will improve 61 – 100%.

61
 Table No 4.19

Table showing Security of Online Transactions

Criteria No. of. Respondents % of Respondents

Yes 55 55

No 45 45

Total 100 100

Chart No. 4.19

Chart showing Security of Online

Transactions

45% Yes No

55%

INTERPRETATION:
The above table clearly states that 55% of the Respondents feel Online Transactions are
Secured Enough and 45% of the Respondents not feel online transactions are Secured.

62
 Table No 4.20

Table showing Disadvantages of Digital Banking

Disadvantage No. of. respondents % of Respondents

Security concerns 45 45

Lack of assistance 18 18

Dependence on internet service 34 34

Total 100 100

Chart No. 4.20

Chart Showing Disadvantages of digital

banking
Percentage

Dependence on internet service 34%

Lack of assistance 18%

Security concerns 45%

INTERPRETATION:
The above table clearly states that 45% of the respondents feels Security Problem, 34% of the
Respondents feel Too Many Dependence on the internet service and 18% feels lack of
assistance for using DBS Services.

63
 Table .No 4.21

Table Showing Online Banking is Eco Friendly

Criteria No. of. Respondents % of Respondents

Yes 60 60

No 40 40

Total 100 100

Chart No.4.21

Percentage

Yes No
40%

60%

INTERPRETATION
The above table clearly shows that 60% of the Respondents feel it is eco -friendly and 40% of
them tells it is not Eco – Friendly.

64
 Table No 4.22

Table showing services offered by DBS

Criteria No. of respondents % of Respondents

Transfer 47 47

Cashback 23 23

Payments 30 30

Total 100 100

Chart No 4.22

Chart Showing Services Offered by DBS

47%
50%
45%
40%
35% 30%
30%
23% Percentage
25%
20%
15%
10%
5%
0%
Transfer Cashback Payments

INTERPRETATION:
The above table clearly shows that 47% of the Respondents like Transfer Services, 30% of
them like cash payments and 23% of the respondents like Payment Service

65
 Table No. 4.23

Table Showing Satisfaction Towards Digital Payments

Criteria No. of. Respondents % of Respondents

Highly satisfied 15 15

Satisfied 48 48

Dissatisfied 25 25

Highly Dissatisfied 12 12

Total 100 100

Chart No.4.23

Chart Showing Satisfaction Towards Digital

Payments
48%
50%
45%
40%
35%
30% 25%
25% Percentage
20% 15%
12%
15%
10%
5%
0%
Highly Satisfied Dissatisfied Highly
satisfied Dissatisfied

INTERPRETATION:

From the above table, it clearly indicates that 48% of the respondents are satisfied with Digital
Banking Services, 25% of the respondents are dissatisfied with Digital Banking Services, 15%
of them are highly dissatisfied and 12% of them are highly dissatisfied with Digital Banking
Services.

66
 Table No. 4.24

Table showing the overall Digi-banking experience

Criteria No. of. Respondents % of Respondents

Highly satisfied 13 13

Satisfied 32 32

dissatisfied 24 24

Highly dissatisfied 21 21

Total 100 100

Chart No .4.24

Chart Showing Overaall Satisfaction Towards DBS

Percentage

32%

24%
21%

13%

Highly satisfied Satisfied dissatisfied Highly dissatisfied

INTERPRETATION:
It is clearly evident from the above table that 32% of the respondents are satisfied with Digi-
bank services , 24% of them are dissatisfied, 21% of them are highly satisfied and 13% of
them are highly satisfied with Digi Banking Services.

67
CHAPTER 5

FINDINGS

SUGGESTIONS

CONCLUSION

68
FINDINGS

69
FINDINGS

In this section the findings of the study “A study on the consumer perception towards DBS
bank and their impact on online banking based on a sample of 100 respondents from Chennai
city is presented.

 Majority 70% of respondents are male in our study

 Majority 46% of respondents who responded are aged below 20 years

 Majority 55% of respondents are students.

 Majority 68% of respondents are only aware of Digi bank services

 Majority 78% of respondents are interested in opening a DBS bank

 Majority 66% of respondents having digital banking service in other banks

 Majority 71% of respondents are interested in the current trend of digital banking
services

 Majority 62% of respondents purchase only once in a month

 Majority 45% of respondents think “No” it cannot triumphant the competitors

 Majority 46% of respondents expect that easy transfer is needed in digi banking
services

 Majority 45% of respondents are motivated by only speed of transactions

 Majority 85% of respondents are having Smart and Ios phones

 Majority 65% of respondents are knowing to use internet banking in the mobile

 Majority 70% of respondents can avail all time internet in the mobile

 Majority 45% of respondents hear rarely about the DBS bank

 Majority 42% of respondents hear through people

 Majority 65% of respondents think 0-30% of chances are there to develop the economy

 Majority 55% of respondents say Yes that online transactions are secured

 Majority 45% of respondents say that security concerns are the main disadvantage of
digital banking

70
 Majority 60% of respondents say it will be eco friendly

 Majority 47% of respondents prefer that transfer is needed mostly in digital bank

 Majority 48% of respondents are just satisfied of digital payments

 Majority 32% of respondents are also just satisfied with overall digi banking
experience

71
SUGGESTIONS

72
SUGGESTIONS

 DBS bank should make more advertising campaigns to promote their bank by giving
awareness through social medias, Promotional videos in television.

 They also should send sales executives to every region and make awareness.

 Consumers expectation towards online banking services suggests there are more
hacking problems in online banking system so they should see the safety.

 They should open their branches in different areas so that people can get through easier.

73
CONCLUSION

74
CONCLUSION

DBS bank is the advanced mobile banking application that helps to make easy transfer and
more cashback facilities. It is a Singapore bank and it has been established in India in recent
years so it has started its branding now only . So its branches also also less in number .

75
ANNEXURE

76
BIBLIOGRAPHY
WEBSITES:

 www.wikipedia.org

 www.scribd.com

 www.slideshare.net

 www.cyberessays.com

 www.projectabstracts.com

 www.academia.edu

 www.managementparadise.com

77
 A STUDY ON CONSUMER PERCEPTION TOWARDS DBS BANK
SERVICES
1. PERSONAL DETAILS

NAME : ……………………………………………..

LOCATION : ……………………………………………..

Age: Below 20 years 21 -30 years 31-40 years Above 40 years

Gender: Male Female

Occupation: Student Employed Businessman Retired Illiterate

Income (p.m.): Below Rs. 10,000 Rs. 10,000 – Rs. 20,000 Rs. 20,000 – Rs.
30,000

Rs. 30,000 – Rs. 40,000 Above Rs. 40,000

2. Are you aware of Digital Banking Services?

YES NO

3. Are you interested in opening a Digi bank account in DBS bank?

YES NO

4. Do you avail any Digi banking products in any other banks?

YES NO

5. Are you interested in using the current trend of Digital Banking?

YES NO Haven’t thought about it

6. How often you purchase through online retailing?

Everyday Weekends Once in a month

7. Do you think DBS will be triumphant for over all competitors?

YES NO MAY BE

78
8. Ranking the digital banking services

1.ATM

2. Net Banking

3.Mobile Banking

9. What is your expectation towards Digi Bank Services?

Offers and discounts Cash back Easy transfer

10. Which factor motivates you to use Digi Banking Services?

Ease of Use Speed of Transactions Security Perception Personal

Desire

11. Do you have a smart or an IOS mobile phone?

YES NO

12. Do you know how to use internet banking in your mobile?

YES NO

13. Can you avail internet all the time in your mobile?

YES NO

14. How often did you hear about the DBS Bank?

Frequently Rare Never

15. Where did you hear about the DBS Bank?

Advertisement People

Internet or social media None of them

79
16. Do you think will the DBS improve or help in increasing the level of the economy?

0-30% 31-60% 61-100%

17. Do you think the online transactions are secured enough?

YES NO

18. What is the main disadvantage of online banking?

Security concerns Lack of assistance Dependence on internet service

19. Is this online banking eco- friendly?

Yes No

20. How Satisfied is this digital payments for you ?

Highly satisfied Satisfied Dissatisfied Highly dissatisfied

21. Rate your overall Digi - Banking Experience.

Highly Satisfied Satisfied Dissatisfied Highly Dissatisfied

80