LIVE PROJECT

ON

A Study on marketing activities of Vijaya Bank

A Study Conducted on VIJAYA BANK
SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS OF POST
GRADUATE DIPLOMA IN MANAGEMENT
TO
M.S.RAMAIAH INSTITUTE OF MANAGEMENT
BY
Paidipati Divya
151134

UNDER THE GUIDANCE OF

Prof. Mallieswari .R

M.S.RAMAIAH INSTITUTE OF MANAGEMENT

BANGALORE - 560 054.
Batch 2015 - 2017

pg. 1

CERTIFICATE BY THE GUIDE

Certified that this Live Project titled A Study on marketing activities of Vijaya bank is
based on an original study conducted by Paidipati Divya (151134) under my guidance. She
has attended the required guidance sessions held. This project report has not formed a basis
for the award of any other Degree / Diploma of any University or Institution.

SIGNATURE OF THE GUIDE:

NAME OF THE GUIDE: Prof. Mallieswari .R
DESIGNATION: Assistant. Professor
QUALIFICATION: M.Sc., M.Phil. MBA (RM), (Ph.D.)

pg. 2

STUDENT DECLARATION

I hereby declare that the Project Report on A Study on marketing activities of Vijaya bank
under the guidance of Prof. Mallieswari .R submitted in partial fulfillment of the
requirements for the degree of POST GRADUATE DIPLOMA IN MANAGEMENT is
my original work and the same has not been submitted earlier for the award of any other
Degree/Diploma/Fellowship.

Paidipati Divya
Reg. No.151134
Place: Bangalore
Date:

pg. 3

Table of Contents
S.NO

TITLE

INTRODUCTION

INDUSTRY AND COMPANY PROFILE

RESEARCH METHODOLOGY

DATA ANALYSIS AND INTERPRETATION

FINDINGS

CONCLUSION

RECOMMENDATIONS
REFERENCE
ANNEXURE

pg. 4

PG.NO.
5
8
27
28
41
42
43
44
45

1. INTRODUCTION
The study is done to find the marketing activities of Vijaya bank. The classification of its
product profile and its competitiveness with comparison to other bank was analyzed for. The
project and the survey were guided throughout by experts in specific areas.
The analyzer had prepared a questionnaire at the beginning to start a survey of the marketing
activity of the bank. A thorough industrial analysis comprising with the company profile is
done. The survey was done on some of the randomly selected branches.
The bank is much more customer service oriented and the workforce present is much
impressive. The product profile of the bank is also impressive where it is covering all the
sections and places in the society. The bank are also high on practicing corporate social
responsibility. It was also seen that the bank is very much concentrating in the printadvertisement section and also customer call service.
It is also the second bank in India to start with the mobile banking system, which has a good
customer response. The NPA ratio was fair in all the branches as consulted in the research
and its increasing number of branches across India was showing the progress of the bank.

Statement of the problem: The study is conducted to find the marketing activities of Vijaya
bank. The classification of its product profile and its competitiveness with comparison to
other bank was analyzed.

pg. 5

Objective of the study:

To understand the analytical framework of project marketing and to analyze
mechanism at bank.
To analyze the effectiveness of promotional strategies.
Scope of the study: The scope of the study is limited to marketing activity of Vijaya Bank
(branches). It will give an in depth theoretical and practical knowledge about the marketing
aspects. This study also covers ratio analysis, of the balance sheet of the bank and also
analyses the marketing activity of the bank.

Place: Bangalore
Period: November 2015 to march 2016
Industry: Banking

Hypothesis:
Research question: Is there any relationship between promotional activities and growth of the
bank
1) H0: There is no significant relationship between promotional activities and bank growth.

H1: There is a significant relationship between promotional activities and bank growth.

pg. 6

Limitation of the study

The study is limited to then marketing activity of Vijaya Bank. The investigator could
not cover all the branches, which are providing similar services.
This study curtails comparison, as it is within the purview of only one organization.

Data Analysis
1. Graphical representation

Pie chart

Bar graph

2. Statistical Analysis.

pg. 7

Chi square

2.INDUSTRY PROFILE
Overview
Banking in India has a long and elaborate history of more than 200 years. The beginning of
this industry can be traced back to 1786, when the countrys first bank, Bank of Bengal, was
established. But the industry changed rapidly and drastically, after the nationalization of
banks in 1969. As a result, the public sector banks began experiencing numerous positive
changes and enormous growth. Then came the much-talked-about liberalization and
economic reforms that allowed banks to explore new business opportunities and not just
remain constrained to generating revenues from mere borrowing and lending. This provided
the Indian banking scenario a remarkable facelift that only continues to get better with time.
However, even today, despite the foray of foreign banks in the country, nationalized banks
continue to be biggest lenders in the country. This is primarily due to the size of the banks
and the penetration of the networks.
Nature of the Industry
Banks safeguard money and valuables and provide loans, credit, and payment services, such
as checking accounts, money orders, and cashiers checks. Banks also may offer investment
and insurance products, which they were once prohibited from selling. As a variety of models
for cooperation and integration among finance industries have emerged, some of the
traditional distinctions between banks, insurance companies, and securities firms have
diminished. In spite of these changes, banks continue to maintain and perform their primary
roleaccepting deposits and lending funds from these deposits.
There are several types of banks, which differ in the number of services they provide and the
clientele they serve. Although some of the differences between these types of banks have
pg. 8

lessened as they begin to expand the range of products and services they offer, there are still
key distinguishing traits. Commercial banks, which dominate this industry, offer a full range
of services for individuals, businesses, and governments. These banks come in a wide range
of sizes, from large global banks to regional and community banks. Global banks are
involved in international lending and foreign currency trading, in addition to the more typical
banking services. Regional banks have numerous branches and automated teller machine
(ATM) locations throughout a multi-state area that provide banking services to individuals.
Banks have become more oriented toward marketing and sales. As a result, employees need
to know about all types of products and services offered by banks. Community banks are
based locally and offer more personal attention, which many individuals and small businesses
prefer. In recent years, online bankswhich provide all services entirely over the Internet
have entered the market, with some success. However, many traditional banks have also
expanded to offer online banking, and some formerly Internet-only banks are opting to open
branches.
Savings banks and savings and loan associations, sometimes called thrift institutions, are the
second largest group of depository institutions. They were first established as communitybased institutions to finance mortgages for people to buy homes and still cater mostly to the
savings and lending needs of individuals.
Credit unions are another kind of depository institution. Most credit unions are formed by
people with a common bond, such as those who work for the same company or belong to the
same labor union or church. Members pool their savings and, when they need money, they
may borrow from the credit union, often at a lower interest rate than that demanded by other
financial institutions.

pg. 9

Federal Reserve banks are Government agencies that perform many financial services for the
Government. Their chief responsibilities are to regulate the banking industry and to help
implement our Nations monetary policy so our economy can run more efficiently by
controlling the Nations money supplythe total quantity of money in the country, including
cash and bank deposits. For example, during slower periods of economic activity, the Federal
Reserve may purchase government securities from commercial banks, giving them more
money to lend, thus expanding the economy. Federal Reserve banks also perform a variety of
services for other banks. For example, they may make emergency loans to banks that are
short of cash, and clear checks that are drawn and paid out by different banks.
Interest on loans is the principal source of revenue for most banks, making their various
lending departments critical to their success. The commercial lending department loans
money to companies to start or expand a business or to purchase inventory and capital
equipment. The consumer lending department handles student loans, credit cards, and loans
for home improvements, debt consolidation, and automobile purchases. Finally, the mortgage
lending department loans money to individuals and businesses to purchase real estate.
The money to lend comes primarily from deposits in checking and savings accounts,
certificates of deposit, money market accounts, and other deposit accounts that consumers
and businesses set up with the bank. These deposits often earn interest for the owner, and
accounts that offer checking provide an easy method for making payments safely without
using cash. Deposits in many banks are insured by the Federal Deposit Insurance
Corporation, which ensures that depositors will get their money back, up to a stated limit, if a
bank should fail.
Technology is having a major impact on the banking industry. For example, many routine
bank services that once required a teller, such as making a withdrawal or deposit, are now

pg. 10

available through ATMs that allow people to access their accounts 24 hours a day. Also,
direct deposit allows companies and governments to electronically transfer payments into
various accounts. Further, debit cards, which may also used as ATM cards, instantaneously
deduct money from an account when the card is swiped across a machine at a stores cash
register. Electronic banking by phone or computer allows customers to pay bills and transfer
money from one account to another. Through these channels, bank customers can also access
information such as account balances and statement history. Some banks have begun offering
online account aggregation, which makes available in one place detailed and up-to date
information on a customers accounts held at various institutions.
Advancements in technology have also led to improvements in the ways in which banks
process information. Use of check imaging, which allows banks to store photographed checks
on the computer, is one such example that has been implemented by some banks. Other types
of technology have greatly impacted the lending side of banking. For example, the
availability and growing use of credit scoring software allows loans to be approved in
minutes, rather than days, making lending departments more efficient.
Other fundamental changes are occurring in the industry as banks diversify their services to
become more competitive. Many banks now offer their customers financial planning and
asset management services, as well as brokerage and insurance services, often through a
subsidiary or third party. Others are beginning to provide investment banking services that
help companies and governments raise money through the issuance of stocks and bonds, also
usually through a subsidiary. As banks respond to deregulation and as competition in this
sector grows, the nature of the banking industry will continue to undergo significant change.

pg. 11

Structure
The Indian banking system can be classified into nationalized banks, private banks and
specialized banking institutions. The industry is highly fragmented with 30 banking units
contributing to almost 50% of deposits and 60% of advances. The Reserve Bank of India is
the foremost monitoring body in the Indian Financial sector. It is a centralized body that
monitors discrepancies and shortcomings in the system.
Industry estimates indicate that out of 274 commercial banks operating in the country, 223
banks are in the public sector and 51 are in the private sector. These private sector banks
include 24 foreign banks that have begun their operations here. The specialized banking
institutions that include cooperatives, rural banks, etc. form a part of the nationalized banks
category.

Origin of the word

The name bank derives from the Italian word banco "desk/bench", used during the
Renaissance by Florentine bankers, who used to make their transactions above a desk covered
by a green tablecloth. However, traces of banking activity can found even in ancient times. In
fact, the word traces its origins back to the Ancient Roman Empire, where moneylenders
would set up their stalls in the middle of enclosed courtyards called macella on a long bench
called a bancu, from which the words banco and bank are derived. As a moneychanger, the

pg. 12

merchant at the bancu did not so much invest money as merely convert the foreign currency
into the only legal tender in Rome- that of the Imperial Mint.
Scope
The Banking sector is considered the most lucrative option in todays job market. In the
industry, a position in Treasury or Forex is considered right on top and this is followed by
careers in Private Banking, Investment Banking and Retail Banking. One could work in a
variety of areas in banking industry including Recurring Deposit account, banking officer,
probationary officer, loan officer, assessor, personal loan officer, home loan officer, home
loan agent, loan manager, mortgage loan underwriter, loan processing officer, accountant,
product marketing and sales executive, and customer service executive among others.
In the Financial Services, some of the important jobs include that of a stockbroker who is
essentially a person who buys and sells securities on behalf of individuals and institutions for
some commission. While some brokers like to practice with individual clients others work for
institutions. Brokers who work for institutional investors are often called securities traders.
Many prefer to work as dealers, advisors and securities analysts. Security analysts are those
who advise companies on floatations of shares as they are expected to have sound
knowledge of capital markets.
Investment analysts are the backbone of the financial services sector. They study the financial
reports of companies, assess various statistical information, profitability projections, compare
financial results, survey the industry as a whole and on the basis of the available information,
and finally conclude to a decision. Equity Analysts do jobs similar to investment analysts and
research the equity markets and make predictions.

pg. 13

Indian Banking & Insurance Industry

Banking business has a history of over 200 years. From the times of the Bank of Bengal
(1806) the sector has been witnessing qualitative and quantitative changes. Main players
during the pre-independence period were Credit Lyonnais, Allahabad Bank, Punjab
National Bank and Bank of India. With 1935 regulation the Reserve Bank of India was
proclaimed the Central Bank of India and was vested with controlling powers over the
commercial bank.

With economic liberalization measures many private and foreign banking companies were
allowed to operate in the country. Favorable economic climate and a variety of other factors
such as demand for wide range of financial products from various sections of the society led
to mutually beneficial growth to the banking sector and economic growth process. This was
coincided by technology development in the banking operations. Today most of the Indian
cities have networked banking facility as well as Internet banking facility.

pg. 14

Scope of Banking & Insurance Sectors in India

The financial sector in India has become stronger in terms of capital and the number of
customers. Exposure to worldwide competition and deregulation in Indian financial sector
has led to the emergence of better quality products and services. Reforms have changed
the face of Indian banking and finance. The banking sector has improved manifolds in
terms of capital adequacy, asset classification, profitability, income recognition,
provisioning, exposure limits, investment fluctuation reserve, risk management, etc.

pg. 15

Diversifying into investment banking, insurance, credit cards, depository services, mortgage
financing, securitization has increased revenues. As large number of players in various
fields enters the market, competition would be intensified by mutual funds, Non Banking
Finance Corporations (NBFCs), post offices, etc. from both domestic and foreign players.
All this would lead to increased sophistication and technology in the sector. Corporate
governance would come into the picture and other financial institutions would have to reach
global standards. Also the limit for FDI in private banks is increased to 74% and the limit
for FII is 49%. There are many challenges ahead for the banking sector such as technology,
consumer satisfaction, corporate governance, risk management, etc. and they are redefining
their priorities, which are now focused on cost reduction, product differentiation and
customer centric services. Some of the major players in this sector are HDFC, ICICI,
HSBC, State Bank of India, Punjab National Bank, IngVysya, ABNAmro Bank, Centurion
Bank, City Bank, etc.
The insurance sector has opened up for private insurance companies with the enactment of
IRDA Act, 1999. A large number of companies are competing under both life and general
Insurance. The FDI cap/equity in this sector is 26% and the proposals have to be cleared by
Insurance Regulatory and Development Authority (IRDA) established to protect the interest
of holder of Insurance policy and act as a regulator and facilitator in the industry. Some of
the major players in this sector are LIC, Max New York Life Insurance, Bajaj Allianz,
ICICI Prudential, HDFC Standard Life, Metlife Insurance, Birla Sun Life Insurance, etc.
Various types of policies and instruments are coming up in the market to attract more
customers. Most of the population of India is not insured, hence there is a lot of scope in

pg. 16

this sector and a number of companies are planning to enter the sector.
Capital markets have a long history of over 100 years in India. Bombay Stock Exchange
came into existence more than a hundred years ago to remove direct government control.
Indian companies are now allowed to raise capital from abroad and Foreign Institutional
Investors are allowed to enter the market due to an important policy initiative in 1993. The
depository and share dematerialization has enhanced the performance of the capital market
reducing processing time and increasing returns. The major players are India Bulls
Securities, Kotak, and many more. Many new instruments have been introduced in the
market such as index futures, index options, derivatives, including futures and options. Also
commodities market is gaining pace. There is a huge potential available in the market and to
realize venture capitalists are coming up with lots of finance. To make use of the human
capital, technical skills, cost competitive workforce, research and entrepreneurship VCF and
VCCs are ready to invest in potentials.

For a stronger and resilient financial system, India needs to move beyond peripheral issues
and act maturely by increasing profitability and efficiency, providing better solutions to the
customers.
Major Players in the Industry
Allahabad Bank
Andhra Bank
Axis Bank Ltd.
Bank of Baroda

pg. 17

Bank of India
Canara Bank
Central Bank of India
HDFC Bank Ltd.
ICICI Bank Ltd.
Indian Bank
IndusInd Bank Ltd.
Industrial Development Bank of India Ltd.
ING Vysya Bank Ltd
Jammu & Kashmir Bank Ltd.
Karnataka Bank Ltd.
Karur Vysya Bank Ltd.
Kotak Mahindra Group
Lakshmi Vilas Bank Ltd.
Lord Krishna Bank Ltd
North Kanara G.S.B. Co-operative Bank
Oriental Bank of Commerce
PricewaterhouseCoopers Pvt. Ltd

pg. 18

Punjab & Sind Bank

Punjab National Bank
South Indian Bank Ltd.
State Bank of Bikaner and Jaipur
State Bank of Hyderabad
State Bank of India
State Bank of Indore Ltd.
State Bank of Mysore
State Bank of Patiala
State Bank of Travancore
Syndicate Bank
UCO Bank
Union Bank of India
United Bank of India
Vijaya Bank
Wallfort Financial Services Ltd.
Wells Fargo

pg. 19

Company Profile
History
Vijaya Bank, a medium sized bank with presence across India was founded on 23rd October
1931 by the late Shri A.B.Shetty and other enterprising farmers in Mangalore, Karnataka in
India.. The objective of the founders was essentially to promote banking habits, thrift and
entrepreneurship among the farming community of Dakshina Kannada district in Karnataka
State. The bank became a scheduled bank in 1958.Vijaya Bank steadily grew into a large All
India bank, with nine smaller banks merging with it during the 1963-68. The credit for this
merger as well as growth goes to late Shri M.Sunder Ram Shetty, who was then the Chief
Executive of the bank. The bank was nationalised on 15 April 1980.
Growth and Nationalisation
Vijaya Bank grew steadily by merging nine smaller banks into it between 1963-68. Shri
M.Sunder Ram Shetty, who was then the Chief Executive of the bank is largely credited with
these mergers. The bank was nationalised on 15 April 1980.
Branches

pg. 20

The bank has built a network of 1065 branches,45 Extension Counters and 352 ATMs as at
03.01.2009, that span all 28 states and 4 union territories in the country.
Thrust on Information Technology
The Bank has chosen Finacle from Infosys as centralized banking solution. In line with the
prevailing trends, the bank has been giving greater thrust towards technological upgradation
of its operations. The bank has network of 1101 branches, 43 Extension Counters and 364
ATMs.
All 1101 branches, 37 extension counters, 12 service branches are functioning on CBS
platform, and at 703 centers, covering 100 % of Bank's business.
Realising your constantly evolving and diverse needs, the bank has diversified too. Entering
several new areas such as credit card, merchant banking, hire purchase and leasing, and
electronic remittance services.
1031 - Branches /offices are under RTGS and 1030 - Branches / offices are under NEFT
Vijaya Bank is one among the few banks in the country to take up principal membership of
VISA International and MasterCard International.
The driving force behind Vijaya Bank's every initiative has been its 12107 strong dedicated
workforce.
Area of corporation
After obtaining the certificate of incorporation and certificate of commencement and getting
the draft of the memorandum of association and articles of association approved, Vijaya bank
Ltd., started functioning as per the provision of Indian companies act in a small bungalow
with a tiled roof (Mangalore tiles) on Kadri road in Mangalore.

pg. 21

Background
Type

Public BSE: 532401

Founded

1931 at Mangalore, India.

Headquarters :

Bangalore, India

Key people

Albert Tauro, Chairman & Managing Director

Industry

Financial Commercial banks

Employees

12,107

Website

http://www.Vijayabank.com/

Organisational set up of bank as per 1931

pg. 22

Board of directors
Chairman
Secretary
Accountants and Staff

Organisational set up of the bank as per 2009

pg. 23

Board of directors

Chairman & managing director

Executive director
General
manager

credit(op
erations)

General
manager

General
manager

personnell
risk
official
managem
language
ent
division
monitorin
marketing
g and
house
magazine supervisi
ng
and library

Chief
vigilance
officer

General
manager

vigilance

planning
and
developme
nt
departmen
t of
informatio
n
technology
merchant b
anking
division

General
manager

credit(revie
w and
recovery)
credit
(legal)

General
manager

General
manager

credit
(priority)
credit(ret
ail) credit
card
division

general
administrat
ion,central
accounts,s
ecurity,boa
erd/md/ed
secretariat,
public
relations
and
publicity

General
manager

General
manager

treasury
managem
ent
internatio
nal
banking

central
inspectio
n
customer
relations
system
and
procedur
e

17 regions, 3regions headed by general managers, 14 regions headed

by deputy general manager

1011 branches

Products & Services

pg. 24

Deposit Schemes
1. Savings Bank
2. V Platinum Savings Bank Account
3. Vijaya Saral Savings
4. Current Account
5. VStar Savings Scheme
6. Term Deposit
Loans & Advances
1. Retail Lending Schemes
2. Loans Against Securities
3. Non Fund Based Facilities
4. Advances to Agriculture, SSIs and Others
5. Government Sponsored Schemes
6. Special Schemes for Women
NRI Services
1. Deposits
2. Loans Remittances
3. FOREX Branches
4. FCNR(B) Branches
5. Helpline for NRIs

Remittance Collection and Facilities

pg. 25

1. FOREX Remittances
2. Inland Remittances
3. Electronic Remittance Services
4. Inward / Outward Collection Instruments

Credit Cards
1. Domestic Cards
2. Global cards
3. Debit cards
Forex
1. FOREX market Information
2. Card Rates
3. Treasury
Other Services
1. Merchant Banking
2. Vijaya Rakshak
3. V-Arogya Bima Policy
4. Credit Cards
5. Mutual Funds
6. Leasing
7. Hiring
8. Purchases

pg. 26

Competitors of Vijaya bank

Canara Bank.
Corporation Bank.
HDFC Bank Ltd.
ICICI Bank Ltd.
Indian Bank.
IndusInd Bank Ltd.
Karnataka Bank.
ING Vysya Bank Ltd.
Syndicate Bank.
State Bank of India.
Janatha corporative Bank.

SWOT Analysis:

pg. 27

3. RESEARCH METHODOLOGY
pg. 28

(i) Research design: Empirical research

Research method: Empirical Research-In this project we have collected information about
Vijaya bank using exploratory research and also used structured questionnaire to collect data
from managers about their promotional activities.
(ii) Population: Managers of Vijaya bank.
Target population: Managers of selected branches in Bangalore.
(iii) Sample unit, sample size, sampling technique
Sampling units: Managers from 5 Vijaya bank branches, Bangalore.
Sample size: 5
Sample Plan: Convenience sampling
(iv) Data Collection:
Primary source: survey, by using a questionnaire.
Secondary source: textbook, research papers and websites.
Evaluating Data
Editing and coding
Research Methodology :
As regarded to methodology, normally both quantitative and qualitative approaches
are adopted. In order to collect the data, this study brings a live analysis based on the live data
collected from secondary type of data.
Interacting with executives, functional in charge of various areas and
departments discussing informally.
Visiting official website of the bank and other related websites.
Questionnaire was prepared for survey.
Referring to newspapers and various business magazines.

4. Data analysis and interpretation

pg. 29

A study on marketing strategy of Vijaya bank

1. Gender identification
Table:1
Gender of the respondent
Frequency

Male

Percent Valid

Cumulative

Percent

Percent

80.0

80.0

80.0

Valid Female 1

20.0

20.0

100.0

100.0

100.0

Total

Chart 1: Gender Identification

Interpretation: From the above table we can see 4 respondents (80%) are male and 1
respondent(20%) is female.

responses from men as compared with women.

Inference: The research on finding the marketing activities of Vijaya bank has majority of
the

pg. 30

Table :2

How long have you been working with Vijaya bank?

Frequency Percent

5-10

Valid

Cumulative

Percent

Percent

40.0

40.0

40.0

10-15 2

40.0

40.0

80.0

15-20 1

20.0

20.0

100.0

Total

100.0

100.0

Valid

Chart:2

Interpretation: The above table depicts that 2 respondents (40%) have been working with
Vijaya bank for 5-10 years and 2 respondents (40%) have been working with bank for 10-15
years and 1 respondent(20%) for 15-20 years.

Inference:

pg. 31

The study on promotional strategies of Vijaya bank shows that the employees are satisfied
with the management of the chief Manager.
Table: 3
Currently how many employees are working in your branch?
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

5-10

40.0

40.0

40.0

10-15

60.0

60.0

100.0

Total

100.0

100.0

Chart : 3

Interpretation:
From the above table we can see that at 2 branches(40%) have 5-10 employee and 3

branc branches(60%) have 10-15 employees.

Inference:

pg. 32

It shows that depending on the location of the branch the work force is choosen.

Table: 4
What efforts you make for keeping your employees satisfied?
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Holiday leaves

40.0

40.0

40.0

Securities

60.0

60.0

100.0

Total

100.0

100.0

Chart: 4

Interference:
The above table states that 2 branches (40%) provide leaves for the employees (in need) for
their satisfaction and 3 branches (60%) believe that job security in itself gives satisfaction to
the employees.

pg. 33

Inference:
It shows that the employees are either way satisfied be it paid leaves or the job security.

Table: 5

Do you provide training and development programmes to your

employees?
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

yes

100.0

100.0

100.0

Chart: 5

Interpretation:
From the above table we can see that all the 5 branches provide training and development
programmes to their employees.

pg. 34

Inference:
It shows that Vijaya bank trains their employees according to the new developments in the
market.
Table 6:

On what basis do you promote your employees?

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

performance

60.0

60.0

60.0

Maturity

40.0

40.0

100.0

Total

100.0

100.0

Chart 6:

Interpretation:
From the above table we can see that 60% of the employees are promoted based on the
performance and 30% of the employees are promoted based on their seniority.
pg. 35

Inference:
It shows that even though Vijaya bank is a Nationalized bank it believes and encourages the
performance of their employees.
Table 7:
Are you satisfied with your employees performance?
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Yes

100.0

100.0

100.0

Chart 7:

Interpretation:
The above table shows that all the 5 managers are satisfied with the performance of the
employees.

Inference:

pg. 36

As the employees are trained periodically they are capable of reaching the expectations of the
managers and hence the managers are satisfied with the performance of the employees.

Table 8:
What extra benefits do you provide to the employees of the organisation?
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

All the above

100.0

100.0

100.0

Chart 8 :

Interpretation:
The above table shows that all the branches of Vijaya bank provide all the benefits like
Increments in pay, Medical allowances, educational benefits and pension benefits.

Inference:
It shows that they provide most of the benefits considering the need of the employees.

pg. 37

Table 9:
Which sector does your bank gives importance
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Priority sector

60.0

60.0

60.0

Non-Priority sector

40.0

40.0

100.0

Total

100.0

100.0

Chart 9:

Interpretation:
From the above table 3 managers (60%) give importance to priority sector and 2 managers
(40%) give importance to non-priority sector.
Inference:
pg. 38

As giving importance to priority sector like agriculture loan, education loan and business loan
increases the National income of the country, Vijaya bank being a nationalised bank gives
importance to priority sector than non-priority sector.
Table: 10
what kind of promotional activities does your branch does?
Frequency

Percent

Valid Percent

Cumulative
Percent

Print media

40.0

40.0

40.0

Expos

40.0

40.0

80.0

Sponsorship

20.0

20.0

100.0

Total

100.0

100.0

Valid

Chart 10:

Interpretation:
From the above table it shows that 2 managers (40%) prefer to promote their branch through
print media and 2 managers (40%) prefer expos and 1 manager (20%) through sponsorship.
Inference:

pg. 39

It shows different branches prefer different modes of promotion i.e some prefer tradition and
some prefer digital media.
11. What kind of promotional activity is undertaken by the branch and the bank?
Vijaya bank basically believes promotion through print media like banners, newspaper
advertisements and digital media. They also promote through exhibitions and expos and they
are the prime sponsors for Kannada Kotyadipathi.
12. Did the branch go for any tie ups till date? Specify?
The recent tie ups of Vijaya bank are

TATA MOTORS

LIC LIFE INSURANCE

RNS MOTORS

SBI LIFE INSURANCE

UNITED INDIA INSURANCE FOR NON-LIFE

13. Is there any promotional activity taken by the branch recently?

The bank (MSRIT BRANCH) recently sponsored MSRIMs management fest i.e
PERCEPTION 2016.
14. How often do people migrate from other bank to your banking service?
Due to varied services provided by different banks people prefer to have multiple
accounts. Since its a cycle, customers switch from Vijaya bank to others and from other
banks to Vijaya bank.
15. What kind of competition is the branch facing ?
The competitors of Vijaya bank are

pg. 40

SBI

HDFC

IDBI

Part 2 Hypothesis testing

Research question: Is there any relationship between promotional activities and growth of the
bank
Hypothesis:
1) H0: There is no significant relationship between promotional activities and bank growth.
H1: There is a significant relationship between promotional activities and bank growth.
Case Processing Summary
Cases
Valid

Missing

Total

Percent

Percent

Percent

100.0%

0.0%

100.0%

Gender of the respondent *

what kind of promotional
activities does your branch
does?

Gender of the respondent * what kind of promotional activities does your branch does?
Cross tabulation
Count
what kind of promotional activities does your branch Total
does?
Print media

Expos

Sponsorship

Male

Female

Gender of the respondent

pg. 41

Total

Chi-Square Tests
Value

df

Asymp. Sig. (2sided)

Pearson Chi-Square

1.875

.392

Likelihood Ratio

2.231

.328

.617

Linear-by-Linear Association .250

N of Valid Cases

a. 6 cells (100.0%) have expected count less than 5. The minimum

expected count is .20.

Interpretation:
Since calculated P- value (0.392) is more than the P-value ( 0.05) hence we fail to reject the
null hypothesis.
Inference:
From the above interpretation we state that there is no relationship between promotional
activities and growth

pg. 42

5.SUMMARY OF FINDINGS
The questionnaire prepared for the survey mainly was with a primary objective of finding the
important banking activity and business practices in the bank as a whole. Efforts were made
to understand the relationship between the main bank and its branches also the bank and
customers relationship, where (surveyor) had visited some of the managers personally and
took their valuable inputs.
It was very surprising to find that the bank does not believes in video advertisements and opts
moreover for pamphlets and billboards though the pamphlets are designed in a very catchy
manner in such a competitive era it is necessary to have a video advertisements. The
promotional activity is versatile where the bank is much focusing on service design and
corporate social responsibility. The bank also focuses on the customer relationship where
each and every customer is been personally attended and also sometimes recognised.
Throughout the analysis it was very clear that the bank was much focusing on retaining the
customers and making more customers by its warm and caring customer attending service.
The design of pamphlets was very much clear, concise, and complete where the efforts to
give maximum knowledge regarding a particular service where made. Even it was found that
many of the people were migrating from other banks to Vijaya bank especially for the
competitive benefits given in some of the schemes like vcc, Jeevan Nidhi deposit
scheme.When asked with the managers they said that serving the people is main objective.
The bank has also taken step to educate and train the school children and the rural people
regarding banking through its extension.
The managers put forth their views that proper and complete training should be given to the
senior work force regarding computerized banking. It was even clear that the employee
satisfaction and Job satisfaction was present and the bank was making its employee as a
potential advertisers of their organisation by their total service motive.
The Bank is practicing its tag line very well which is A friend you can Bank upon.

pg. 43

6. CONCLUSION
The research shows that As Vijaya bank is a well established Nationalized bank so the
promotional activity is not the sole reason for the growth of the bank. Their policies,
customer service, customer orientation and customer trust plays a bigger role in bank growth
but As a leading bank in the banking industry Vijaya bank should not neglect the promotional
activities at all in its activity towards making business as promotional activity is necessary in
any business so that the society and customer would know about the benefits of the service
and that are influenced to buy.

pg. 44

7. RECOMMENDATIONS

The bank can maximise its promotional activities regarding Mobile Banking among
rural and semi-urban areas through various TV advertisement

Various other regional languages can be used to attract the customers.

Instead of using the traditional print media the bank should focus more on video
advertisements so that it could reach more people.

pg. 45

REFERENCE

1. NeenaSondhi , Deepak Chawla, Research methodology concepts and cases,Vikas

publishing house.S

2. https://www.vijayabank.com/
3. http://www.sanasecurities.com/vijaya-bank-equity-research
4. http://profit.ndtv.com/stock/vijaya-bank_vijayabank/reports-directorsreport
5. http://www.moneycontrol.com/company-facts/vijayabank/history/VB03
6. http://www.hdfcsec.com/company/Vijaya-Bank.html

pg. 46

ANNEXURE
Questionnaire
1. Name:
2. Gender:
3. How long have you been working with Vijaya Bank?
a. 2-5

b. 5-10

c. 10-15

d. 15-20

e. more than 20

4. Currently how many employees are working in your branch?

a. 0-5
b. 5-10
c. 10-15
d. More than 15
5. What efforts you do for keeping your employees satisfied?
a. Bonus and Incentives
b. Holiday Leave
c. Allowances
d. Securities

pg. 47

e. Other
6. Do you provide training and development programmes for employees?
a. Yes b. No
7. On what basis do you promote your employees?
a. Performance
b. Maturity
c. Customer Handling
d. Others
8. Are you satisfied with their performance?
a. Yes
b. No
9. What extra benefits do you provide to the mature employees of your organisation?
a. Increments in pay
b. Medical Allowances
c. Educational benefits
d. Pension benefits
10. Which sector does your branch gives importance?
a. Priority sector

b. non-priority sector.

11. What kind of promotional activity is undertaken by the branch and the bank?

pg. 48

12. Did the branch go for any tie ups till date? Specify?
13. Is there any promotional activity taken by the branch recently?
14. How often do people migrate from other bank to your banking service?
15. What kind of competition is the branch facing?

pg. 49