Acknowledgement

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

benefactors, and constituents who have collectively endowed the Wherewithal, faith and
encouragement for me to navigate and complete my Project journey successfully.

To Mr. Anurag Sharma (Cluster Head- South Gujarat) & Mr. Hiren Mehta (Branch Manager)
of DCB Bank to guide me, give me complete support and boost me to do this project with all
the possible ends I was able to do it.

To Professor Kamlesh Mishra, my primary advisor and unflagging advocate, who mustered
devoted, continuing, innovative and adaptive mentorship to impel and shepherd my checked
efforts through diverse and abounding challenges, I extend my deep and abiding respect and
many, many thanks.

To Dr. Rohit Singh, my supporting advisor, who gently and patiently endured my academic
tardiness, I offer commensurate veneration.

To the faculty and staff of the School of Management and Entrepreneurship, AURO
University, Surat.

i|Page

Preface
Project on Micro Marketing for Creating and Tapping Market- A Study at DCB
Bank Master of Business Administration, AURO University, Surat, May- June 2014.

I have completed my project training at DCB Bank. This project provides thorough
information of Account Holders of DCB Banks Expectations towards their Bank services.
I have taken simple sampling method, Tele Marketing method and Field Survey method for
my survey. I have taken simple size of 150 customers. The data used in this report is
collected from various sources like staff member of DCB Bank, account holders of DCB
Bank and their website. During my project work period I have found that bank has
tremendous new opportunity in the Surat city and have started to make distinguee them self
from others as one of Service Brand. Market research was conducted to identify various
factors that lead to increase in customer churn by conducting surveys. Analysis of the survey
was done to provide appropriate insights regarding the whole picture to the management.
During my internship my main task was to focus on identify the market opportunities for
DCB Bank. I came up with a suggestion that first of all bank should focus on area near to the
bank and textile market. And field survey was done on the same. After the survey I have done
follow up to the customer by tele marketing method. After pitching the various products of
DCB Bank, leads are generated from the same.
Different types of promotional campaigns was organised by the Bank at selected locations.
The leads generated from the events are to be followed up.
Beyond generating new business for the bank, I have done survey of existing
customers/account holders to check the satisfaction level and receive feedback from them.

ii | P a g e

Table of Contents

Sr No.

TOPICS

Page No.

INTRODUCTION

LITERATURE RIEVIEW

10

THEORATICAL FRAMWWORK

16

MICRO MARKETING FOR CREATING &

40

TAPPING MARKET
5

RESEARCH METHODOLOGY

46

DATA ANALYSIS AND INTERPRETATION

51

FINDINGS, CONCLUSION/

71

RECOMMENDATION
8

APPENDIX

iv

PHOTOS

viii

10

REFERENCE

xiv

iii | P a g e

ANNEXURE
QUESTIONNAIRE
Development Credit Bank ltd Declaration: This questionnaire has been prepared for the
purpose of the research work. Hence, all the information which been ask to you are treated as
confidential and it will not been use other than this. This form will be helpful to me for
project work and hence it is very important for me. So, it is request that you please fill this
form sincerely and with full of attention. So, that its gives real scenario of the study.
Account Holders Name:
___________________________________________________________
Gender: M

Age: _________ Occupation: __________________

How long you have account with Development Credit Bank: ___________
Q1. When you visit DCB Bank, how you feel?
Good Environment

Having Personal Attention

Not attentive one

unexpected negative filling

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

Tedious

Depend on amount on lone

Time Consuming

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

ATM Services

M-Banking

Insurance Lockers

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

Very
Satisfied

Satisfied

Neutral

Dissatisfied

Very
Dissatisfied

Friendly and
courteous
manner

iv | P a g e

Knowledge
of bank's
products &
Services
Willingness
to listen and
respond to
your need
Fast and
efficient
service
Recognition
of you as
valued
customer
Available to
customers
when needed
Offer of
other
services or
alternative
means to
meet your
needs

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

Within 24 hours

within 3-5 business days

More than 1month

Q6. How you feel about your Banks internal layout?

v|Page

Well Designed

Convenient

very crowed

Distinctive image

Q7. How does banks representative gives response to you when you required?
Familiar

Supportive

Normal

Negative

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

No

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

Completely

Somewhat

Dubious

Not at All

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

Wide Branch Network

Computerized Services

Core Banking

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

Very Good

Average

Poor

Q12. Does DCB offer Competitive Service Charges?

Yes

No

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

Loan Facility

O/D Facility

ATM Facility

Online Banking

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

Very
Satisfied

Satisfied

Neutral

Dissatisfied

Very
Dissatisfied

Clean & well

cared
facilities

vi | P a g e

Efficient, no
wait service
No long line
ups

at

counter
Availability
of
information
brochures
Pleasant

&

attractive
decor
Automatic
bank
machines in
convenient
locations

I am very thankful to you for your cooperation

vii | P a g e

PHOTOS:

Newspaper Distribution Event at Kadampalli Society with Branch

Manager Mr. Hiren Mehta

viii | P a g e

Gift Distribution at Vijay nagar society with Mr. Ramesh Chautala

(operations representative).

Newspaper Distribution at Vijay Nagar Society

ix | P a g e

DCB Bank Family

x|Page

DCB Bank Gold Loan Event

Gift Distribution Event: Nandani Appartments.

xi | P a g e

DCB Bank Loan Mela

xii | P a g e

Reward for Hardwork and Best Achievement from South Gujarat Cluster
Head Mr. Anurag Sharma.

xiii | P a g e

BIBLIOGRAPHY
BOOKS:
1. Richard L Levin / David Rubin (2010) (5th edition) (Pearson Education) Business for
Management. Page No: 157-128
2. Donald R Cooper & Pamela S Schindler. (2010) (9th Indian edition) (McGraw-Hill)
Business Research Methods. Page No: 162 to 219
3. C. R. Kothari. (2010) (6th Indian edition) (McGraw-Hill) Research methodology.
Page No: 241,242
4. Ken Black (2010) (8th Indian edition) (Wiley-India) Business Statistics. Page No: 285
5. Naresh K Malhotra (2010) (5th Indian edition) (Pearson education) Marketing
Research. Page No: 134
6. Dipak Kumar Bhattacharyya (2009) (2ed Indian edition) (Excel Book) Research
Methodology. Page No: 256, 257
7. Russell & Taylor (2009) (6th edition) (Wiley-India) Operation Management. Page
No: 117 to 215
8. S. K. Sharma (2009) (6th edition) (Excel Book) Operation Research. Page No: 235,
367,439.
9. Vishwanath S. R. (2009) (2ed edition) (Response Book) Corporate Finance. Page No:
238, 246
10. Levin and Rubin (2009) (7th edition) (Wiley-India) Business Statistics. Page No: 305

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