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CUSTOMER AWARENESS EXPECTATION

ON BANKING SERVICES:

A STUDY ON MERCANTILE BANK

1



LETTER OF SUBMISSION

November 18, 2008

To

Prof. Dr. Milan Kumar Bhattacharjee

Dean

Facult of Bu!ine!! "#mini!tration

Premier $niver!it

Dam%ara &am%u!, &hitta'on'.

Subject: – Submission of Internship Report.

(ir,

)ith #ue re!%ect an# honor * +oul# lie to !ubmit here +ith the intern!hi% a! %artial

fulfillment of the MB" 'ra#uation re-uirement to%ic ba!e# on CUSTOMER

AWARENESS & EXPECTATIONON BANKING SERVICES:A STUDY ON

MERCANTILE BANK.* am 'rateful to ou for %rovi#in' thi! o%%ortunit.

* am etremel obli'e# to ou for our valuable 'ui#ance an# con!tant

attention +hen re-uire# in accom%li!hin' thi! re%ort. * ho%e that m re%ort

+ill meet !tan#ar# an# +ill !erve it! %ur%o!e.

Therefore, * %ra an# ho%e that ou +oul# be in# enou'h to acce%t thi!

re%ort an# obli'e thereb.

(incerel our!,

M#. (anaullah

*D/ 0220108

2



Table of Contents

ecutive (ummar

CHAPTER 1 1. Introdut!on 1"#

1.13ri'in of the 4e%ort

1 1.2 4ationale of the !tu#152 1. 3bjective! of the !tu#

2 1.6 (co%e of the !tu#

2

1.7 imitation! of the !tu# 25 1. Metho#olo' 5

1..1 (ource of #ata

1..2 (am%le De!i'n 1.. Metho#! of (am%le De!i'n

1..6 *n!trument! u!e# for #ata collection 6

1..7 "nal!i! of the -ue!tionnaire 657 1.. (trate'ie! an# Techni-ue! of #ata anal!i! 7

1.9 4e%ort Previe+ 75

CHAPETR $ $. Co%&an' Prof!le ("1$

2.1 Mana'ement

9

2.2 3ffice "utomation 8

2. 3r'ani:ation &hart ;

2.6 Financial Pro#uct! an# (ervice! 10512

CHAPETR ) ). L!terature Re*!e+ 1)"$$ .1 (ervice 1

.2 &u!tomer a+arene!! 1 . "+arene!! 16

.6 &ommunication 3bjective! 16 .7 "#verti!in' 16 . <o+ "+arene!! i! create# throu'h a#verti!ement 16517

.9 Ban 1



.8 &u!tomer=! attitu#e to+ar#! banin' !ervice 1

.; (ervice! ban! offer! to the %ublic 1 .10 3ther role! of mo#ern banin' 19

.11 More recent activitie! of ban 19 .12 )h ban! are re'ulate# 19518

.1 <o+ to choo!e a ban 1851; .16 Branch 3ffice 20

.17 4ationale for branchin' 20

.1 &u!tomer %ectation! 20 .19 Mea!urement of &u!tomer %ectation $,"$1

.18 )hat are the e%ectation! of cu!tomer $1"$$

Notes $)

CHAPTER - -. F!nd!ns and Anal's!s $-"-16.1. Fin#in'! of the !tu# 2657

6.2. "nal!i! > *nter%retation 5;

6.2.1 &u!tomer=! a+arene!! of Mercantile Ban

6.2.1.1 (ource of *nformation 6.2.1.2 T%e of me#ia

6.2.1. 4ea!on for liin' the a#verti!ement

6.2.1.6 Preferre# ne+!%a%er an# %a'e! 9 6.2.1.7 Preferre# T? channel, time an# %ro'ram9

6.2.1. &u!tomer=! 4etention &a%abilit 9

6.2.2 &u!tomer=! e%ectation! on Mercantile Ban 8 6.2.2.1 &hoo!in' the ban 8

6.2.2.2 &hoo!in' a branch 8

6.2.2. &u!tomer=! vie+ %oint of !ervice 8 6.2.2.6 *!!ue! con!i#ere# for an !ervice 85;

6.2.2.7 &u!tomer=! vie+%oint of a Ban ;

6.. (ummar of fin#in'! ;561

CHAPTER / /. Reo%%endat!ons 0 Conlus!ons -$"--

7.1 4ecommen#ation! 6256 7.2 &onclu!ion! 66

APPENICES

"%%en#i " Format of the @ue!tionnaire"%%en#i B Fre-uenc Table! 6757;

Referenes2

6



Introdut!on2

" com%rehen!ive learnin' com%ri!e! theoretical a! +ell a! %ractical no+le#'e 'ettin'#e'ree! +ithout %ractical no+le#'e i! no u!e in thi! +orl# for that rea!on intern!hi%

%ro'ram i! the effective !te% of our #e%artment a%%ro%riate theoretical no+le#'e +ith

%ractical one.

Kee%in' thi! realit ahea# * +a! a!!i'ne# to banana branch for m intern!hi%. There *

+a! learnt ho+ to !olve #ifferent %roblem!. * thin thi! intern!hi% %ro'ram i! a 'reat

o%%ortunit to %re%are one for the better carrier ahea#.

Or!!n of t3e re&ort2

The re%ort title# A&u!tomer a+arene!! an# e%ectation! on banin' !ervice! i! a

re%re!entation of the intern!hi% %ro'ram a! a man#ator re-uirement of MB" %ro'ram

un#er the #e%artment of Bu!ine!! "#mini!tration, Premier $niver!it &hitta'on'..

Rat!onale of t3e stud'2

)ith the ra%i# 'ro+in' com%etition amon' the nationali:e#, forei'n an# %rivate

commercial ban! a! to ho+ cu!tomer! can be a+are an# attracte# of their #ifferent

!ervice! %rovi#e# b them b u!in' #ifferent %romotional tool! an# b ee%in' in min# of

their nee#! an# +ant!, the e%ectation of the cu!tomer! ha! immen!el increa!e#. There

i! no+ an increa!in' nee# to e#ucate cu!tomer! on banin'. The time ha! come for

7



baner! to loo in+ar# an# match the -ualit an# nature of their !ervice! +ith the

e%ectation! of the cu!tomer!. Different ban! are trin' to %romote their !ervice! u!in'

#ifferent %romotional tool! !uch a! billboar#, ne+!%a%er a#verti!ement, T?

a#verti!ement, ma'a:ine a#verti!ement an# other!.

$n#er the above circum!tance!, it ha! become nece!!ar for MB one of the ban, to

focu! it! attention to+ar#! %romotin' their !ervice! con!i#erin' the increa!e# cu!tomer

e%ectation!. That i! +h it i! -uite ju!tifie# to mae an in5#e%th !tu# an# evaluate Athe

cu!tomer a+arene!! an# e%ectation! of banana branch an# !co%e of it! im%rovement.

The !tu# ma hel% formulatin' a !trate' re'ar#in' the %romotional tool! that can mae

the cu!tomer! more a+are of their !ervice! an# +ill al!o hel% to #etermine the cu!tomer=!

e%ectation! on MB=! banin' !ervice! +hich to'ether +ill hel% them to match the-ualit an# nature of their !ervice! +ith the e%ectation! of the cu!tomer!

Ob4et!*e of t3e stud'2

The objective of the !tu# are hi'hli'htin' a! follo+!C

Determine the cu!tomer a+arene!! of the !ervice! of Mercantile ban .

Determinin' the a#verti!in' me#ia for %romotin' Mercantile Ban.

Determinin' the effectivene!! of the a#verti!ement of Mercantile Ban.

Determinin' the cu!tomer=! e%ectation on Banin' !ervice.

Determine the #ra+bac! of the banana branch if an.

So&e of stud'2

Thi! re%ort #eal! +ith anal!i! of the cu!tomer=! a+arene!! of Mercantile Ban an# the

e%ectation! of their cu!tomer!. *t #oe! not #eal +ith the com%arative anal!i! of

cu!tomer a+arene!! of other ban an# e%ectation! of 'eneral %eo%le.

L!%!tat!on of t3e stud'2

*n #oin' thi! !ome %roblem! +ere face# +hich are 'iven belo+



• La5 of Infor%at!on

• Non oo&erat!*eness of t3e usto%ers

• La5 of 5no+lede of t3e usto%ers.

L!%!tat!ons2* have trie# m be!t level to fulfill the objective! of thi! !tu#. *n or#er to fulfill the

objective! of thi! !tu# * have face# !ome of the critical %roblem!.

The follo+in' %roblem! that influence# the re%ortC

Sa%&le S!6e l!%!tat!on2

The nature of the re!earch to%ic re-uire! eten!ive !urve +or! amon' ne+ an# ei!tin'

cu!tomer!. * have con#ucte# m !urve amon' 61 re!%on#ent!. Thou'h con!i#erin' the

e%ectation! of cu!tomer=!, 61 re!%on#ent! #oe! not re%re!ent the a%%arent i#ea of

cu!tomer=! e%ectation! on MB=! !ervice!, * trie# m be!t to con#uct the !urve amon'

re!%on#ent! +ho are mo!t liel to no+ about the nature of the bain' !ervice!.

Sa%&le selet!on l!%!tat!ons2

(ince the nature of the !tu# re-uire! !am%le! from both ei!tin' an# ne+ cu!tomer from

all #e%artment! of &hitta'on' branch of mercantile, !ome of the ne+ cu!tomer! ne+

account !eeerE have 'iven their 'eneral e%ectation! on banin' !ervice!. "nother

%roblem +ith !am%le !election +a! that mo!t of them have lac of communication !ill.

3ther limitation in con#uctin' the !tu#ie! inclu#e!C

ac of no+le#'e in fillin' the -ue!tionnaire

ac of !econ#ar #ata

Met3odolo' of t3e stud'2

Soures of data2

3b!ervin' the relevant factor! an# !ittin' in the +orin' environment at the ban, the

#ata of thi! re%ort +a! 'athere#. Be!i#e! there +a! onl one !et of -ue!tionnaire for the

%rimar !ource of #ata for the !tu#. *n #e%th con!ultative meetin' +ith the informe#

in#ivi#ual! +ho are #irectl involve# +ith the o%erational activitie! of MB +ere carrie#

out.

9



The follo+in' !ource! ha! been u!e# for the %ur%o!e of 'atherin' an# collectin' #ata a!

re-uire#.

Primar #ata !ource! >

(econ#ar Data !ource!

Sa%&le des!n2

The %o%ulation #e!i'ne# for thi! !tu# +a! &hitta'on' branch. The !tu# +a! ba!e# in

!urve of the &hitta'on' branch. (im%le ran#om !am%lin' techni-ue! +a! a%%lie# for

#ra+in' the !am%le an# the !am%le !i:e +a! 62 for the cu!tomer!.

Met3ods of sa%&le selet!on2

*n or#er to cover a +i#e ran'e of re!%on#ent! an# to achieve the re!earch objective!, the

attem%t ha! been ma#e to !elect the !am%le from both the ei!tin' account hol#er an# the

ne+ account !eeer an# from all the #e%artment! of the &hitta'on' Branch.

Instru%ents used for data ollet!on2

" -ue!tionnaire !urve a%%roach +ere u!e# for collection information from both the

ei!tin' account hol#er an# the ne+ account !eeer an# from all the #e%artment! of the

&hitta'on'i Branch.

Anal's!s of t3e 7uest!onna!re2

" -ue!tionnaire i! u!e# to collect the information for the !tu#. "n attem%t ha! been

ma#e to %re%are the -ue!tionnaire all5inclu!ive an# !tructure# all %o!!ible an!+er! of the

cu!tomer re'ar#in' variou! a!%ect! of a+arene!! level of the !ervice %rovi#e# b

Mercantile Ban an# the e%ectation! of the cu!tomer of Mercantile Ban. "ll the

-ue!tion! are mea!ure# in 7 %oint !cale. The follo+in' a!%ect! +ere trie# to cover in the

-ue!tionnaire.

8



*nformation relatin' to the me#ia throu'h +hich, cu!tomer! 'ot the information of the

!ervice %rovi#e# b Mercantile ban.

*nformation relatin' the cu!tomer=! habit of rea#in' ne+!%a%er an# +atchin' T?

channel!.

*nformation relatin' to cu!tomer=! call in min#

"! mentione# above the information re'ar#in', the me#ia throu'h +hich cu!tomer! 'et

information of the Mercantile ban !ervice, an# the abilit of the cu!tomer to recall the

me#ia, +ill %rovi#e information of the a+arene!! level of the cu!tomer of Mercantile

ban. *n the!e -ue!tion! there are !everal a#verti!ement tool! !uch a! Billboar#, Banner,

T? "#, Ne+!%a%er an# other!E to fin# out the hi'her %ercenta'e of the a%%ro%riatea#verti!ement tool throu'h +hich the cu!tomer=! +ere a+are of the banin' !ervice! of

Mercantile Ban.

*nformation relatin' the cu!tomer=! habit of rea#in' ne+!%a%er an# +atchin' T? +ill

%rovi#e a%%ro%riate information relatin', the name of the ne+!%a%er +hich the rea#

re'ularl, the %a'e! +hich cu!tomer=! are more intere!te#. @ue!tion! re'ar#in' the habit

of +atchin' T?, the %referre# time an# the %ro'ram! the +atch ever #a +ere al!o

inclu#e# in the -ue!tionnaire. The!e information +ill be u!e# to %lace the a%%ro%riate

%romotional tool in the ne+!%a%er +hich the cu!tomer rea# re'ularl an# the %lacement

of the a#verti!ement in the ne+!%a%er +ill be #etermine# b the hi'her %ercenta'e of the

re!%on# of the cu!tomer +hich the feel ver much intere!te# to rea#.

The cu!tomer=! e%ectation level re'ar#in' the ban !ervice i! #ivi#e# into 6 area! an#

the e%ectation level i! #etermine# for each of the area! in 75%oint !cale.

The area! areC

*!!ue! con!i#ere# b the cu!tomer before a!in' for an !ervice in a ban.

Perce%tion of cu!tomer on ABan.

Perce%tion of the cu!tomer on A(ervice.

Factor! influencin' the choice of Mercentile ban an# the %articular branch

G&hitta'on'H

;



4e!%on#ent +ere a!e# to in#icate their level of e%ectation on banin' !ervice! for each

of the area! mentione# on the -ue!tionnaire on a 'iven 75%oint !cale.

Strate!es and Te3n!7ues of data anal's!s2

To anal:e the information 'athere# from -ue!tionnaire !urve +e have u!e# (P(( an#

M! cel !oft+are. B u!in' thi! !oft+are +e have #erive# major %ercenta'e! an#

cro!!5tab! for #ata anal!i! an# other e information a! %rovi#e# b the re!%on#ent!.

Re&ort Pre*!e+

Thi! re%ort ha! been %re%are# #ivi#in' into five %art!. The fir!t %art i! the intro#uction

%art, thi! %art cover! the authori:ation of the !tu#, the rationale of the !tu#, objective!

of the re%ort, !co%e, limitation! an# the overall metho#olo' of the !tu#. The !econ#

%art #efine! the overall or'ani:ation MB thi! %art cover! the or'ani:ation=!

mana'ement, or'ani:ation chart an# the #etaile# information of ban! financial %ro#uct!.

The thir# %art of the re%ort i! the literature revie+ +hich i! inten#e# to %rovi#e the rea#er

+ith !ome of the information re'ar#in' #etaile# un#er!tan#in' of the a!%ect! u!e# in the

re%ort, the!e +ere then relate# +ith the later %art. The fourth %art i! the fin#in'! an# the

anal!i! of the re%ort, thi! %art %re!ent! the overall fin#in'! of the !tu# in a 'ra%hicalform al!o it! inter%retation!, anal!i! an# inter%retation! of the fin#in'! an# finall the

brief !ummar of the overall fin#in'!. a!tl the 4ecommen#ation! an# the conclu!ion!

of the !tu#, thi! %art inclu#e! im%ortant %roblem that +ere i#entifie# throu'h anal!i!

are re%re!ente# in a brief form.

10



Co%&an' &rof!le2

Mercantile Ban imite# a %rivate commercial ban emer'e# to %rovi#e efficient

banin' !ervice an# to contribute !ocio5economic #evelo%ment of the countr. The bancommence# it! bu!ine!! on Iune 02, 1;;;. The Ban ha! a16 branche! !%rea# all over the

countr +ith a!!et! of T 1098.; million an# more than 00 em%loee!, the ban have

#iver!ifie# activitie! in retail banin', cor%orate banin' an# international tra#e. The fir!t

branch +a! o%ene# at Dilhu!ha &ommercial "rea in Dhaa on the inau'uration #a of

the Ban.

The ban ha! corre!%on#ent +ith a number of forei'n ban! namel &itiban N.". ,

Ban of Too5Mit!ubi!hi t#., (tan#ar# &hartere# Ban , "merican %re!! Ban,

Ma!hre- Ban, &ommer: Ban, <abib Ban "' Jurich etc. The number of forei'n

&orre!%on#ent! e!tabli!he# b the Ban i! 90. ffort! are bein' continue# to facilitate

Ban! 'ro+in' forei'n tra#e tran!action!.

Manae%ent2

The boar# of Director! con!i!t! of eminent %er!onalitie! from commerce an# in#u!tr of

the countr. Mr. M#. "bul Ialil , the foun#er chairmen of the boar# of #irector!, i! a

bu!ine!! man be!i#e! bein' an eminent %er!onalit of the countr. The 'overnment ha!

been %lea!e# to in#uct him a! a (enior &abinet Mini!ter +ith the %ortfolio of commence.

The ban i! manne# an# mana'e# b hi'hl -ualifie# an# efficient %rofe!!ional!. The

chief eecutive 3fficer of the ban i! Mr. M Taheru##in +ho ha! rich e%erience# in

mana'in' both the nationali:e# an# the %rivate !ector ban! a! Mana'in' Director.

Mr. utfur 4ahman (harer, the chief a#vi!or of the ban i! the former overnor of the

&entral Ban of Ban'la#e!h. <e brin'! +ith him a +ealth of e%erience of mana'in' both the %ublic an# %rivate !ector ban!.

Off!e Auto%at!on2

11



Ba!ic automation !!tem of the ban branche! ha! been full com%uteri:e# to minimi:e

co!t an# ri!! an# to o%timi:e benefit! an# increa!e overall efficienc for im%rove#

!ervice!. The ban i! ca%able of 'eneratin' the relevant financial !tatement! at the en# of

the #a. The ban ha! recentl in!talle# 4euter! (creen for !mooth o%eration of forei'n

currenc #ealin'!. The ban ha! al!o ho!te# a +eb%a'e of it! o+n to tae a %lace in the

)orl# )i#e )eb. 3n5line banin' ha! alrea# been intro#uce# to %rovi#e cu!tomer!

+ith more fa!ter an# ha!!le5free !ervice. The ban i! 'oin' to intro#uce "TM an# &re#it

&ar# !oon.

Oran!6at!on C3art

L

12

(%on!or

(harehol#er!

Boar# of Director!

Mana'in' Director

De%ut Mana'in' Director

ecutive

&omittee

Polic

&omittee

Polic

&omittee

&om%an (ecretar

<uman re!ource #ivi!ion

&re#it Divi!ion

*nternational Divi!ion

&entral "ccount! Divi!ion

"u#it > *n!%ection #ivi!ion

Develo%ment > Maretin'Divi!ion

Main Branch

Banani Branch

Dhanmon#i Branch

"'raba# Branch

Io%ara Branch

Ka+ran Ba:aar Branch



F!nan!al Produts and Ser*!es2

Mercentile ban ha! launche# a number of financial %ro#uct! an# !ervice! !ince it!

ince%tion. "mon' them Monthl (avin' (cheme, Monthl Benefit (cheme, Double

"mount De%o!it (cheme, &on!umer &re#it (cheme, (mall oan (cheme an# ea!e

Finance (cheme, Doctor=! &re#it (cheme, 4ural Develo%ment (cheme have achieve#+i#e acce%tance amon' the %eo%le.

The objective! of monthl !avin' !cheme! areC

Buil# u% habit of !avin'!.

"ttract !mall !aver!

n!ure re'ular tran!action

• Mont3l' Sa*!ns S3e%e2

1

4e!earch > %lannin'Divi!ion

*nformation Technolo'Divi!ion

eneral (ervice Divi!ion

Trea!ur an# MoneMaret Divi!ion

4ajh!hahi Branch

Nao'aon Branch

(hlet Branch

Boar# Ba:ar Branch

Naaba:ar Branch

Kathun'anj Branch

Mohahali Branch

Mir%ur Branch



The %rime objective of thi! !cheme i! to encoura'e %eo%le to buil# u% a habit of !avin'.

*n thi! !cheme one can !ave a fie# amount of mone ever month an# 'et a lucrative

lum% !um amount of mone after five, ei'ht an# ten ear!.

Per!od T5./,, T5.1,,, T5./,,, T5.1,,,, T5.$/,,,

/ 'ears 61,000 82,000 6,00,000 8,00,000 20,00,000

8 'ears 80,000 1,0,000 9,80,000 17,0,00

0

;,00,000

1, 'ears 1,18,000 2,,000 11,00,000 22,00,00

0

77,00,000

Mont3l' Benef!t S3e%e2

*n thi! !cheme, one ha! to #e%o!it a fie# amount of mone for five ear! an# in return he

+ill receive benefit! on monthl ba!i!. Benefit !tart ri'ht from the fir!t month of o%enin'

an account un#er the !cheme an# continue after five ear!.

e&os!t Mont3l' Benef!t

70,000 700

1,00,000 1,000

2,00,000 2,000

7,00,000 7,000

16



• ouble A%ount e&os!t S3e%e2

$n#er thi! !cheme, #e%o!itor=! mone +ill be #ouble# in a !i5ear %erio# an# the

!cheme i! one of the hi'he!t iel#in' #e%o!it !cheme in Ban'la#e!h. The main objective!

of thi! !cheme i! to 'ive maimum benefit an# to hel% meetin' !%ecific nee#! lie

e#ucation, marria'e etc

• Consu%er Cred!t S3e%e2

&on!umer cre#it i! a relativel ne+ fiel# of !ecurit free finance of the Ban. Peo%le +ith

limite# amount of income can avail of thi! facilit to bu hou!e hol# 'oo#! inclu#in'

car, com%uter, an# other con!umer #urable!.

<el% fie#5income %eo%le for buin' hou!e hol# #urable!.

"!!i!t mi##le cla!! for buin' vehicle.

• Lease F!nane2

Thi! !cheme ha! been #e!i'ne# to a!!i!t an# encoura'e the 'enuine an# ca%able

entre%reneur! an# %rofe!!ional! for ac-uirin' ca%ital machinerie!, me#ical e-ui%ment!,

com%uter an# other item! +hich ma hel% them to be economicall !elf5reliant. Term!

an# con#ition of thi! !cheme have been ma#e ea!ier than ever before in or#er to hel% the

%otential entre%reneur! to ac-uire e-ui%ment of %ro#uction an# !ervice! an# re%a the

liabilit 'ra#uall from earnin'! on the ba!i! of Pa a! ou earn=.

• otor9s Cred!t S3e%e2

17



Doctor=! cre#it !cheme i! #e!i'ne# to facilitate financin' to ne+ #octor!, e!tabli!he#

#octor!, clinic! an# ho!%ital!.

• Rural e*elo&%ent S3e%e2

4ural #evelo%ment (cheme ha! been evolve# for the rural %eo%le of the countr to mae

the !elf5em%loe# throu'h financin' variou! income 'eneratin' %roject!. Thi! !cheme i!

o%erate# throu'h the rural branch of the Ban.

4ai!e the !tan#ar# of livin' of rural %eo%le.

*nitiative to brea the viciou! ccle of %overt.

nhance the %urcha!in' %o+er of rural %eo%le.

(%ecial !avin' (chemeC

$n#er thi! !cheme, #e%o!itor=! mone +ill be more than tri%le# in a ten5ear %erio# an#

the main attraction of thi! !cheme i! that one can 'et hi! mone bac after one ear an#

the on+ar# +ith attractive benefit!.

L!terature Re*!e+2

Ser*!e

(ervice are %ro#uct! that con!i!t of activitie!, benefit, or !ati!faction! that are offere# for

!ale a! home re%air, haircut, ta %re%aration. (ervice are e!!entiall intan'ible an# #o not

re!ult in the o+ner!hi% of anthin'.

Custo%er a+areness

1



There i! no+ an increa!in' nee# to e#ucate cu!tomer! on banin'. The time ha! come for

baner! to loo in+ar# an# match the -ualit an# nature of their !ervice! +ith the

e%ectation! of the cu!tomer!.

&u!tomer! #o not no+ the rule!, re'ulation! an# %roce#ure! of ban!, an# baner! #o

not !eem intere!te# in e#ucatin' their client!. #ucation ha! to be'in from the 'ra!!root!

of banin'. &u!tomer meetin'! are not hel# on a fre-uent ba!i! an#, +hen the are hel#,

onl a fe+ cu!tomer! are invite# to !uch meetin'!. Thi! i! not a health %ractice, an# the

meetin'! nee# to en!ure the +i#e!t %o!!ible re%re!entation!.

The banin' in#u!tr !houl# ima'ine ever call from a cu!tomer a! a !ale! o%%ortunit.

Mo!t cu!tomer! are i'norant about banin' %ractice! an# are at the merc of the baner!.

B their action an# Linaction, baner! ten# to 'ive the im%re!!ion that their ever action

i! ri'ht. )hen the 4B* increa!e! the len#in' rate, the baner! rarel inform the cu!tomer!

of the !ame. The !im%l char'e hi'her rate! on the ba!i! of the authorit obtaine#. There

have been in!tance! +hen the 4B* ha! re#uce# the len#in' rate, but the benefit +a! not

%a!!e# on to the cu!tomer!.

*t i! time each ban, an# all it! branche!, too !te%! to e#ucate the cu!tomer! on all

banin' function!, thu! facilitatin' the health 'ro+th of the in#u!tr. )hen cu!tomer!are ma#e more a+are, baner! +ill not be able to turn a+a cu!tomer! b -uotin'

ob!cure banin' rule!.

Ad*ert!se%ent reates a+areness.

"+arene!! of an !ervice of a com%an or %ro#uct i! create# throu'h a#verti!ement.

"#verti!ement o%timi:e! effective communication to tar'et au#ience, u!in' careful!electe# communication objective an# communication !trate'ie!. "#verti!in' i! the

communication channel throu'h +hich more %eo%le are e%o!e# than other

communication channel.

Co%%un!at!on Ob4et!*es2

19



"#verti!ement #e%en#! on the maretin' !ituation it face!. The +a in +hich the a# i!

intro#uce# hel%! %o!itionin' the !erviceO%ro#uct. "#verti!ement !houl# attract the

cu!tomer at the fir!t !i'ht becau!e the main objective of a#verti!ement !houl# be creatin'

#eman# b buil#in' %reference or %romotin' %articular benefit! to #ifferentiate the

!ervice!. "#verti!ement !houl# be %er!ua!ive to encoura'e imme#iate or earl %urcha!e

of the !ervice.

:3at !s Ad*ert!s!n;

"#verti!in' i! the !tructure# an# com%o!e# non5%er!onal communication of information,

u!uall %ai# for an# u!uall %er!ua!ive in nature, about %ro#uct! 'oo#!, !ervice!, an#

i#ea!E b i#entifie# !%on!or! throu'h variou! me#ia.

"#verti!ement reache! throu'h a channel of communication referre# to a! a me#ium. "n

a#verti!ement me#ium i! an %ai# mean! u!e# to %revent an a# to it! tar'et au#ience.

Thu! +e have ra#io a#verti!in', televi!ion a#verti!in', ne+!%a%er a#!, an# !o on.

Ho+ A+areness !s reated t3rou3 ad*ert!se%ent;

"+arene!!OPerce%tion 'ui#e! everthin' +e #o, from the activitie! +e enjo to the

%eo%le +e a!!ociate +ith an# the !ervice +e bu. (ome mareter !%en# million! of

#ollar! on national a#verti!in', !ale! %romotion, %oint of %urcha!e #i!%la!, an# other

maretin' communication! onl to #i!cover that man cu!tomer #o not remember the

%ro#uct or the %romotion.

There are !everal e element! to the cu!tomer %erce%tionOa+arene!!C

St!%ul!2 " !timuli i! %h!ical information +e receive throu'h our !en!e!. )hen +e loo

at a !ervice a## in the ne+!%a%er +e !ee a collection of t%e, art, an# %hoto'ra%h

arran'e# in a +a that +e inter%ret a! an a##.

18



Pere&tual Sreens2 The !econ# e element in %erce%tion i! the %er!onali:e# +a of

!eein' an# inter%retin' the #ata. Before an #ata can be %erceive#, the mu!t fir!t

%enetrate a !et of %erce%tual !creen!.

Con!t!on2 The thir# element in %erce%tion i! com%rehen#in' the !timuli=!, or co'nition.

3nce +e #etect the !timulu! an# allo+ it throu'h our %erce%tual !creen!, +e can

com%rehen# a## an# acce%t it.

Mental F!les2 The !tore# memor in our min#! are calle# the mental file!.

Ph!ical Data Ph!iolo'ical (creen! P!cholo'ical !creen! &o'nition Mental file!

(timuliE (en!orE motionalE "+arene!!E memorE

T3e %odel of usto%er a+areness<&ere&t!on &roess 3o+ usto%ers &ere!*e=

ae&t and re%e%ber an ad.

Ban5

Ban! %la, havin' un#ertaen both unifin' an# interme#iar role! bet+een the fun#5

!u%%lin' an# fun#5#eman#in' !i#e! of the !ociet, eecutin' !avin' an# inve!tment

function an# havin' a!!ume# the !avin'! an# inve!tment function! #ue to their e role

in the econom, +hile are al!o re-uire# to +orin' un#er the %rinci%le! of %rofitabilit

an# %ro#uctivit, ban! are obli'e# to obe nece!!itate! their o%eration! bein' boun# to

ethical %rinci%le of banin' %rofe!!ion conce%t! an# %rinci%le! both in term! of

%rofe!!ional an# or'ani:ational ethic!

1;

• "#O&ommercial

• Promotion

• Ne+! item!

• Price lo'

• &onver!ation

• (i'ht

• <earin'

• Touch

• Ta!te

• Touch

• (mell

"+arene!!

Nona+arene!!

• *nformation

• Ne+!

• )ant!



Custo%er9s att!tude to+ards ban5!n ser*!e

"+arene!!OPerce%tion 'ui#e! everthin' +e #o, from the activitie! +e enjo to the

%eo%le +e a!!ociate +ith an# the !ervice +e bu. &u!tomer! #o not no+ the rule!,

re'ulation! an# %roce#ure! of ban! that i! +h +hen the enter into a ban for an in#

of banin' !ervice the fin# them!elve! in lot of confu!ion.

To a cu!tomer a ban i! a %lace for !afet +henever a cu!tomer i! a!e# about a hi!Oher

o%inion about a ABan the onl thin' heO!he can relate i! A!afet that i! the fir!t thin'

that come! to a cu!tomer=! min# +henever a cu!tomer thin of a ban. To !ome %eo%le a

ban i! a %lace for 'ettin' benefit, the!e t%e of cu!tomer! are a+are of the !ervice! of

other ban! that are offerin' !imilar t%e of !ervice! an# ha! cho!en from other

alternative! !imilar t%e !ervice! of other ban!.

Ser*!es ban5s offers to t3e &ubl!2

&urrenc echan'eC tra#in' one nation=! currenc for that of another.

(avin' #e%o!it!C

(avin' account! that %a intere!t an# encoura'e %eo%le to !ave.

(afeee%in' of valuable! an# certification of value.

(u%%ortin' 'ovt. activitie! +ith cre#it

3fferin' checin' account! #eman# #e%o!itE

Deman# #e%o!itC an account u!e# %rinci%all to mae %ament! for %urcha!e! of 'oo#!

an# !ervice!.

Tru!t !ervice!C mana'in' cu!tomer=! %ro%ert an# inve!tin' their fun#! for a fee.

Ot3er roles of %odern ban5!n2

1. *nterme#iation roleC movin' fun#! from (ur%lu! Bu!ine!! $nit to Deficit bu!ine!! unit.

2. Pament! roleC carrin' out %ament! for 'oo#! an# !ervice! on behalf of their

cu!tomer!.

. 4i! mana'ement roleC a!!i!tin' cu!tomer! in %re%arin' financiall for the ri! of lo!!

to %ro%ert an# %er!on!.

20



6. !avin'!Oinve!tment mana'ement roleC ai#in' cu!tomer! in fulfillin' their lon' ran'e

'oal! for a better life b buil#in', mana'in', an# %rotectin' !avin'!.

. The !afeee%in'Ocertification of value roleC !afe'uar#in' a cu!tomer=! valuable! an#

a%%rai!in' an# certifin' their true maret value.

8. Polic roleC !ervin' a! a me#ium for 'ovt. %olic in attem%tin' to re'ulate the 'ro+th

of the econom an# %ur!ue !ocial 'oal!.

More reent at!*!t!es of ban52

rantin' cu!tomer=! loan!

Financial a#vi!in'C hel%in' cu!tomer! +ith financial %lannin' for the future

&a!h mana'ement

3fferin' e-ui%ment lea!in'

Main' venture ca%ital loan

(ellin' in!urance !ervice!

4etirement %lan!

"ctin' a! !ecuritie! broera'e

Merchant banin' !ervice!

3fferin' mutual fun#! an# annuitie!

:3' ban5s are reulated2

1. To %rotect the !afet of the %ublic=! !avin'!

2. To control the !u%%l of mone an# cre#it in or#er to achieve a nation=! broa#

economic 'oal! !uch a! hi'h em%loment an# lo+ inflationE.

. To en!ure e-ual o%%ortunit an# fairne!! in the %ublic=! acce!! to cre#it an# other

vital financial !ervice!.

6. To %romote %ublic confi#ence in the financial !!tem, !o that !avin'! flo+

!moothl into %ro#uctive inve!tment an# %ament! for 'oo#! an# !ervice! are

ma#e !ee#il an# efficientl.

7. To avoi# concentration! of financial %o+er in the han#! of a fe+ in#ivi#ual! an#

in!titution!.

21



. To %rovi#e the 'ovt. +ith cre#it, ta revenue! an# other !ervice!

9. To hel% !ector! of the econom that ha! !%ecial cre#it nee#! !uch a! hou!in'

!mall bu!ine!! an# a'ricultureE.

HO: TO CHOOSE A BAN>ER

&hoo!in' a ban, or more %reci!el a baner, i! one of the mo!t im%ortant #eci!ion! that

a ne+ cu!tomer can mae. Becau!e the choice of a baner i! !uch an im%ortant #eci!ion,

the ne+ cu!tomer +ho i! !eein' for a ne+ account, !houl# !ho% aroun# before main' a

choice. The e +atch+or# +hen choo!in' a ban !houl# be !ervice. (%ecificall, !ome

im%ortant criteria in choo!in' a baner !houl# inclu#eC

1? S!6e of t3e ban5" " ban that i! too !mall ma be a%%ro%riate +hile a com%an that i!

!mall, ho+ever, the ban ma not be able to !ervice the nee#! for lar'er loan! a! a

com%an 'ro+!. " ban that i! too lar'e ma be in#ifferent to a com%an=! nee#! +hile

our com%an i! !mall.

$? Con*en!enes5 " ban that ha! le!! number of branche! cannot tar'et lar'e number of

cu!tomer!. No+ a #a cu!tomer! are in nee# of ha!!le free !ervice the are in

e%ectation! of choo!in' a ban +hich i! nearer to their hou!eOoffice thu! a ban +ith a

le!!er number of branche! mi'ht loo!e their cu!tomer!.

)? Benef!t" To !ome %eo%le a ban i! a %lace for 'ettin' benefit, the!e t%e of cu!tomer!

are a+are of the !ervice! of other ban! that are offerin' !imilar t%e of !ervice! an# ha!

cho!en from other alternative! !imilar t%e !ervice! of other ban!.

-? Fa%!l!ar!t' and des!re to +or5 +!t3 s%all bus!ness" (ome in!titution! maintain

%olicie! that are favorable to +orin' +ith !mall bu!ine!!. The ten# to be more familiar

+ith !%ecial %roblem! of the oun' an# 'ro+in' com%anie!.

22



/? Ho+ t3e ban5 +!ll reat to a !nd!*!dual<o%&an'9s &roble%s")ill the foreclo!e

the fir!t time a %ament i! late, or +ill the be +illin' to 'ive ou !ome etra time to

meet our #ebt !che#ule

#? Is t3e ban5 3el&ful" )ill the 'o out of their +a for a cu!tomer, or the treat a

cu!tomer ju!t another account number

(? @ood &ersonal relat!ons3!&" Do a cu!tomer feel comfortable +ith the baner are

the re!%on!ive to a cu!tomer=! nee#! an# reall care about cu!tomer=! bu!ine!!

o%eration Thi! i! %robabl one of the mo!t im%ortant con!i#eration!.

3n virtuall ever loan, a ban +ill mae re!ervation! or re!triction!. am%le! of loan

re!triction! inclu#e the follo+in'C

4e!triction! on the level of borro+in'

Minimum +orin' ca%ital level!

Ple#'in' other a!!et! a! loan collateral

Kee%in' a#e-uate in!urance on %eo%le an# %ro%ert

Maintainin' our e-ui%ment

(ubmi!!ion of financial !tatement! an# ta return! to the len#er

Failure to com%l +ith an covenant or re!triction can %ut a loan in #efault an# 'ive the

len#er the ri'ht to call on ou to %a the balance of the loan. oan re!triction! are often

a! im%ortant a! the intere!t rate. Therefore, a in#ivi#ualOcom%an !houl# com%are loan

re!triction! +hen in#ivi#ualOcom%an have the chance to choo!e bet+een t+o #ifferent

ban!.

Cr!ter!a for 3oos!n a ban5

Bran3 Off!e

2



Thi! i! an office of the Ban, other than the hea# office, #e!i'nate# a branch b the Boar#

of the Ban, an# +hich ma %erform maretin', relation!hi% #evelo%ment, loan

!tructurin', loan monitorin' an# a'enc function! for the Ban in it! area of covera'e.

RATIONALE FOR BRANCHIN@

*n e!tabli!hin' the Ban! branchin' %olic it i! reco'ni:e# that

Branchin' i! liel to %ermit 'reater 'eo'ra%hic #iver!ification +ithin the Ban! loan

Portfolio. *n thi! +a, the Ban +ill be able to achieve it! objective! of coverin' a

majorit of it! member countrie!, a! +ell a! #iver!ifin' the ri!! of it! loan %ortfolio.

Branchin' al!o ha! the %otential of re#ucin' the Ban! earnin'! variabilit throu'h

#iver!it in the %ro#uct! finance# an# juri!#iction! covere#.

*t i! liel to re!ult in an im%rovement of the Ban! !ervice #eliver ca%abilit b

allo+in' for a 'reater ran'e of banin' !ervice!, more #iver!ifie# facilitie!, an# lo+er

co!t! to the Ban! cu!tomer! an#

Branchin' ma al!o affor# the Ban an o%%ortunit of achievin' better mana'ement

trainin' an# better %romotion o%%ortunitie! for the !taff, thereb im%rovin' em%loee

efficienc for the overall benefit of the Ban.

Custo%er E&etat!on

"! ban i! a !ervice %rovi#er, cu!tomer e%ectation! can %o!e a major challen'e. That!

becau!e e%ectation! are +on#rou! creature!C The 'ro+, the !hrin, the chan'e !ha%e,

the chan'e #irection. The !hift con!tantl, an# the !hift ea!il. "n# ho+ !ati!fie# or

#i!!ati!fie#E our cu!tomer! are i! #etermine# b the!e e%ectation! an# our

%erformance in meetin' them. %ectation i! 'enerall, the antici%ation of !omethin' to

occur at a certain time or %lace or in a certain +a.

Measure%ent of Custo%er E&etat!on

)hen the %erformance of the !ervice matche! the cu!tomer=! e%ectation!, then the

cu!tomer become! !ati!fie# b receivin' the !ervice.

*f e%re!!e# a! a calculation, cu!tomer !ati!faction mi'ht loo !omethin' lie thi!C

26



Customer Satisfaction = Service Performance

Customer Expectations

&u!tomer e%ectation! an# %erformance can influence cu!tomer=! !ati!faction of a

!ervice, it! har#l a! !im%le a! enterin' number! into a formula an# calculatin' the

re!ult. Neverthele!!, thi! calculation !erve! a! a remin#er that cu!tomer! level of

!ati!faction can be affecte# b chan'e! in either their e%ectation! or our %erformance.

That mean! ban! have to %a attention to both. *f there i! a chan'e in the cu!tomer=!

e%ectation hi'h or lo+E +hich mi'ht or mi'ht not matche! the !ervice %erformance, the

cu!tomer mi'ht be !ati!fie# or #i!!ati!fie# lea#in' to more cu!tomer loalt or !hiftin' to

other ban.

:3at are t3e e&etat!ons of usto%er;

" ban have to antici%ate the cu!tomer=! nee#! before the announce them, an# %ut tho!e

action! in %lace. Meetin' the!e e%ectation! +ill !tren'then relation!hi%!, increa!e their

!ati!faction, an# retain their bu!ine!!.

1. Custo%ers E&et Sol!d Infor%at!on.

Provi#in' usto%ers +!t3 onrete !nfor%at!on lets t3e% 5no+ t3at are *alued= and

t3e!r ab!l!t' to %a5e sound de!s!ons !s res&eted. :3en usto%ers feel t3at t3e're

res&eted= t3e usto%er +!ll be %ore o&en and +!ll!n to do %ore bus!ness +!t3 a

ban5.

-. Custo%ers E&et A Sea%less Relat!ons3!&.

The be!t bu!ine!!e! are tho!e that believe in 'oin' the etra mile for their cu!tomer!. The ban !houl# 5no+ re!nfore +h it! in the cu!tomer! be!t intere!t to continue #oin'

bu!ine!! +ith them. Buil#in' a relation!hi% +ith cu!tomer!= built on mutual tru!t an#

re!%ect tae! time an# effort. Custo%er retent!on !s t3e best &ol!' for a ban5 to

ont!nue t3e!r bus!ness. T3e ban5 s3ould sta' !n touch +ith t3e!r usto%ers b'

5ee&!n t3e% !nfor%ed of ne+ e*ents= !ervice u%#ate!= &ass!n on !nfor%at!on t3at

27



%a' be of !nterest= callin' to !a hello, etc.

Conf!dent!al!t' Custo%er Serets

ce%t for the information an# #ocument! re-uire# to be #i!clo!e# to certain authori:e#

%er!on! or entitie! a! !%ecifie# in the relate# la+! an# re'ulation!, ban! are un#er

obli'ation to han#le an %er!onal an# financial information %rovi#e# b the cu!tomer!

+ith utmo!t confi#entialit an# to ee% confi#ential an# %re!erve all in#! of cu!tomer

information an# #ocument!.

Ser*!e ual!t'

&u!tomer e%ect !ervice -ualit a! a %rere-ui!ite for offerin' !ervice! that re!%on# to an#

meet the cu!tomer=! nee#! an# e%ectation!. The e%ect maimum care to u!e

technolo'ical infra!tructure an# -ualifie# human re!ource! that are t+o fun#amental

element! of thi! re-uirement, a! a mean! for continuou! #evelo%ment of the !ervice

-ualit.

Seur!t'

&u!tomer e%ect that, a%art from the mea!ure! taen for %h!ical %rotection of cu!tomer!

an# !ervice me#ia of the ban a'ain!t all ne'ative factor!, the Q(ecuritQ conce%t

incor%orate! %rotectin' them a'ain!t all infrin'ement! that coul# cau!e technical #ama'e!

to the !ervice! ren#ere#.

Ban! +ill not com%romi!e on Q!ecuritQ either in %rotectin' an# !afeee%in' of the

!ecuritie! o+ne# b cu!tomer! #e%o!it!, !hare certificate!, bon#!, bill!, information an#

#ocument! con!i#ere# a! cu!tomer !ecret! etc.E an# in the %re!entation of financial

facilitie! cre#it, intere!t etc.E.

2



F!nd!ns of t3e stud'

• Fro% +3ere d!d 'ou et !nfor%at!on of Merant!le ban5;

Fi'ure51

7%

46%

20%

22%

5%

Family

Advertisement

From Friends

From

Job/Colleagues

Reference

From the above fi'ure 1Eit i! learnt that, 6R of the re!%on#ent! 'ot information of

Mercantile ban throu'h a#verti!ement an# 22R of the re!%on#ent! informe# that the

'ot information of Mercantile Ban throu'h their collea'ue!. Thi! !ho+! that a#verti!in'

ha! been effective for a+arin' cu!tomer! about the !ervice of Mercantile ban.

• If 'ou ot t3e !nfor%at!on t3rou3 ad*ert!se%ent t3en +3at t'&e ofad*ert!se%ent +as t3at;

Fi'ure52

!"

#"

$!"#"

#" Road Side %anner

%illboard

&v Ad

'e(spaper AdReference

29



From the above fi'ure 2E it i! learnt that, 72R of the re!%on#ent! 'ot information of the

!ervice of Mercantile ban throu'h Ne+!%a%er a#verti!ement an# 26R of the

re!%on#ent! informe# that the 'ot information of the !ervice! of Mercantile Ban

throu'h roa# !i#e banner. Thi! !ho+! that Ne+!%a%er a#verti!in' ha! been effective for

a+arin' cu!tomer! about the !ervice of Mercantile ban.

• To what extent do you agree with the following reasons for liking the

advertisement.

Fi'ure5

#!")*"

*"

+ learned

somet,ing t,at i

didnot -no(

&,e advertisement

made me

confident in ban-

service.

+ li-e t,e

advertisement

because t,at (as

From the above fi'ure E it i! !een that, more then 70R of the re!%on#ent! informe# that

b !eein' the a#verti!ement! in the ne+!%a%er the have learne# !omethin' ne+ that the

#i# not no+. Thi! !ho+! the a#verti!ement of Mercantile ban in the ne+!%a%er ha!

been effective in communicatin' about the ban=! ne+ !ervice!, becau!e of the

a#verti!in'=! effectivene!! it coul# buil# a+arene!! of the ne+ !ervice! offere# b

Mercantile ban.

• :3!3 of t3e follo+!n ne+s&a&er do 'ou read;

Fi'ure56

28



From the fi'ure6E +e can 'ather that, 0R of the re!%on#ent! %refer to rea# *ttefa-

ne+!%a%er , 20R of the re!%on#ent! %refer to rea# Prothom "lo ne+!%a%er, 17R of the

re!%on#ent! %refer to rea# Dail!tar ne+!%a%er an# re!t of the re!%on#ent! %refer! to

rea# The *n#e%en#ent10RE, Ban'la#e!h 3b!erver10RE, Iu'antor10RE an#

Manobjomin7RE.

• :3!3 &ae 'ou &refer to read %ost;

Fi'ure57

From the above fi'ure 7E it i! learnt that, more than 70R of the re!%on#ent! lie to rea#

the front %a'e of the ne+!%a%er amon' the other %a'e! of the ne+!%a%er.

• Name ne !hannels you wat"h normally.

Fi'ure5

#*.#

$!./ $.!.0 !.0 !.0

Front Page

Sports Page

+nternational

Affairs

Entertainment

%usiness

1t,ers

2;



From the fi'ure E +e coul# 'ather that, 29R of the re!%on#ent! informe# that the

%refer! to +atch both local an# *nternational channel!, 26R of the re!%on#ent! informe#

that the %refer! to +atch BT? channel!, 22R of the re!%on#ent! informe# that the

%refer! to +atch channel5*, 20R of the re!%on#ent! informe# that the %refer! to +atch

*nternational channel! onl, an# the re!t 9R of the re!%on#ent! informe# that the %refer!

to +atch "TN Ban'la channel.

• #hi"h time you $refer to wat"h T% most&

Fi'ure59

.! 2.)

*2.*

.!

3

3

!3

3

*3$33

4orning Evening 'ig,t 'o specific

time.

From the above fi'ure 9E it i! learnt that, almo!t all of the re!%on#ent! 89R informe#that the +atch televi!ion at ni'ht.

• #hi"h $rogram do you wat"h&

Fi'ure58

!"

"

3"

2"

2"

%&5

C,annel +

+nternationalC,annel

%ot, 6ocal 7

international

A&'

0



#!"

$2"

$"

$3"

2"

'e(s

4ovie

4aga8ine

Program

Sports

9rama/Sereal

From the above fi'ure 9E it i! learnt that, more then 70R of the re!%on#ent! informe#

that the %refer! to +atch the Ne+! in televi!ion, 19R of the re!%on#ent! informe# that

the %refer! to +atch movie.

• !an you re"all any advertisement of 'er"entile (ank&

Fi'ure5;

*3.#

$0.#

33

!3

3

*3

$33

$

:es

'o

From the above fi'ure ;E it i! !een that 8.7R of the re!%on#ent! coul# recall the

a#verti!ement! of the !ervice! offere# b Mercantile ban.

• )f yes* what ty$e of add was that&

Fi'ure510

1



!$"

)""

#3"

Road Side %anner

%illboard

&v Ad

'e(spaper Ad

From the above fi'ure 10E it i! learnt that 70R of the re!%on#ent! coul# recall the

Ne+!%a%er "# of Mercantile ban. 61R of the re!%on#ent! informe# that the coul#

recall the roa# !i#e banner of Mercantile ban an# the re!t R an# R of the re!%on#ent!

coul# recall the T? "# an# Billboar# "# of Mercantile Ban.

• #hy did you "hoose this +ank&

Fi'ure511

24%

2,%-5%

27%

5%

%ecause it isnearer to my,ouse.

%ecause t,is ban-is giving me morebenefit t,anot,ers.

%ecause i li-e t,eatmosp,ere of t,is ban-.

%ecause t,is ban-

is providingdifferentsc,emes.

All of t,e above

2



From the above fi'ure 11E it i! learne# that, 2;R the re!%on#ent! informe# that the

have cho!en Mercantile ban becau!e it i! 'ivin' them more benefit than other ban,

29R of the re!%on#ent! informe# that the have cho!en Mercantile ban becau!e it i!

%rovi#in' etra !ervice! lie %rovi#in' #ifferent !cheme!, 26R the re!%on#ent! informe#

that the have cho!en Mercantile ban becau!e it i! nearer to their hou!e or office. 17R

the re!%on#ent! informe# that the have cho!en Mercantile ban becau!e the lie the

atmo!%here of the ban.

• #hy did you "hoose this $arti"ular +ran"h&

Fi'ure512

!.0

!*.*

.!

$

%ecause i li-e t,e

atmosp,ere

%ecause t,e

branc, provides

faster service

People are more

friendly

%ecause t,e

branc, is nearer

to my ,ouse

Reference

From the above fi'ure 12E it i! learne# that 68.8R of the re!%on#ent! have informe# that

the have cho!en "'raba# branch of Mercantile ban becau!e it i! nearer to their

hou!eOoffice, 22R of the re!%on#ent! informe# that the have cho!en "'raba#

branch of Mercantile ban becau!e the lie the atmo!%here of "'raba# branch an#

%eo%le are more frien#l in thi! branch than other branch, 6.;R the re!%on#ent! informe#



that the have cho!en thi! branch becau!e it i! %rovi#in' fa!ter !ervice than other branch

of Mercantile ban.2R of the re!%on#ent! came throu'h reference.

• #hen you think of servi"e what thing "omes to your mind&

Fi'ure51

)0"

3"

"

2"

$"

Somet,ing related

(it, ;<uic-;

Polite %e,avior

Smiling Face

=elpful Attitude

All of t,e above

From the above fi'ure 1E it i! learne# that ;R of the re!%on#ent! have informe# that

+hen the thin of !ervice the thin of !omethin' relate# +ith @uic=, 29R of the

re!%on#ent! informe# that +hen the thin of !ervice the thin of !omethin' relate#

+ith <el%ful attitu#e, 20R of the re!%on#ent! have informe# that +hen the thin of

!ervice the thin of Polite behavior, 2R of the re!%on#ent! have informe# that +hen

the thin of !ervice the thin of a (milin' face.

• :3at !s t3e f!rst %a4or !ssue 'ou ons!der before o!n for a ser*!e !n an'

ban5; Please ran5 aord!nl'.

)hen the cu!tomer! are a!e# to ran the i!!ue! that the +ill con!i#er before 'oin' for

an !ervice in an ban, the have rane# the i!!ue! accor#in' to their %reference 'iven

belo+.

oo# atmo!%here oo# car %arin'

Per!onal relation!hi%

There !houl# not be hi'h cro+#

(ervice

"ttitu#e to+ar#! %eo%le

6



• @ood At%os&3ere

Fi'ure516

From the above fi'ure 16E it i! learne# that 69R of the cu!tomer! +ill con!i#er 'oo#atmo!%here a! their fir!t %reference before 'oin' for an !ervice in an ban.

• @ood Car Par5!n

Fi'ure517

From the above fi'ure 17E it i! learne# that 76R of the cu!tomer! +ill con!i#er 'oo# car

%arin' a! their fourth %reference before 'oin' for an !ervice in an ban.

• Personal Relat!ons3!&

Fi'ure51

7



From the above fi'ure 19E it i! learne# that 28R of the cu!tomer! +ill con!i#er Per!onal

relation!hi% a! their fir!t %reference before 'oin' for an !ervice in an ban.

• T3ere s3ould not be 3!3 ro+d

Fi'ure518

.igh !rowd

2"

)"

)"

2""

First preference

Second

preference

&,ird preference

Fort, preference

Fift, preference

From the above fi'ure 18E it i! learne# that 2R of the cu!tomer! +ill con!i#er hi'h

cro+# a! their !econ# an# thir# %reference before 'oin' for an !ervice in an ban.

• Ser*!e 0 Att!tude to+ards &eo&le



thers

*"

$!"Service

Attitude to(srds

people

From the above fi'ure 1;E it i! learne# that 8R of the cu!tomer! 'ave !ervice an# 16R

of the cu!tomer! 'ave attitu#e to+ar#! %eo%le in i!!ue other! an# ha! con!i#ere# their

fifth %reference before 'oin' for an !ervice in an ban.

• :3en 'ou t3!n5 of a Ban5 +3at t3!ns o%es to 'our %!nd;

Fi'ure520

5/%

7%

20%

-0% 5%

Security

A place to diposit

A place for gettingbenefit

=elping ,and

Financial Service

From the above fi'ure 20E it i! learne# that 78R of the cu!tomer! re!%on#e# that +hen

the thin of !ervice the thin of !ecurit, 20R of the cu!tomer! re!%on#e# that +hen

the thin of !ervice the thin of a %lace for 'ettin' benefit, 10R of the cu!tomer!

re!%on#e# that +hen the thin of !ervice the thin of a hel%in' han#, 9R of the

cu!tomer! re!%on#e# that +hen the thin of !ervice the thin of a %lace to #i%o!it, an#

7R of the cu!tomer! re!%on#e# that +hen the thin of !ervice the thin of financial

!ervice.

9



Anal's!s 0 Inter&retat!on

• Custo%er9s a+areness of Merant!le Ban5

Soure of Infor%at!on

From the anal!i! fi'ure51E it i! learnt that, cu!tomer! are mo!tl a+are of the !ervice of

mercantile ban throu'h a#verti!ement becau!e 6R of the cu!tomer! informe# that the

'ot the information of mercantile ban throu'h a#verti!ement. Thi! !ho+! that

"#verti!ement ha! attracte# the cu!tomer an# create# #eman# b buil#in' %reference or

%romote# %articular benefit! an# #ifferentiate# the !ervice! from other !imilar !ervice!

offere# b other ban!, +hich i! the main objective of an a#verti!ement. The hi'her

%ercenta'e of cu!tomer attracte# throu'h a#verti!ement al!o !ho+! that the

%er!ua!ivene!! of a#verti!ement to encoura'e imme#iate or earl %urcha!e of the !ervice.

T'&e of %ed!a t3rou3 +3!3 usto%ers ot !nfor%ed

From the anal!i! fi'ure52E it i! learnt that, cu!tomer! are mo!tl a+are of the !ervice of

mercantile ban throu'h Ne+!%a%er a#verti!ement becau!e 72R of the cu!tomer!

informe# that the me#ia throu'h +hich the +ere informe# +a! mainl the Ne+!%a%er

a#verti!ement!. Thi! !ho+! that ne+!%a%er !erve# a! a major me#ium of a#verti!ement

for a+arin' cu!tomer! of the !ervice of mercantile ban. The increa!in' %ercenta'e of

cu!tomer! comin' throu'h ne+!%a%er a#verti!ement, %rove! that ne+!%a%er a# ran!

hi'he!t in cre#ibilit.

Reason for l!5!n t3e ad*ert!se%ent

From the anal!i! fi'ure5E it i! learnt that, cu!tomer! +ho +ere a+are of the !ervice of

mercantile ban throu'h Ne+!%a%er a#verti!ement informe# that the learne# !omethin'

that the #i# not no+ before becau!e 76R of the cu!tomer! informe# that the lie# the

a#verti!ement! becau!e the learne# !omethin' ne+ from the a#verti!ement. Thi! !ho+!

the effectivene!! of a#verti!ement in contributin' to the #evelo%ment of intere!t, attitu#e,

belief! an# %reference! +hich eventuall influence# the cu!tomer! to choo!e mercantile

ban.

8



Preferred ne+s&a&er and &aes

From the anal!i! fi'ure56 > 7E it i! learnt that, cu!tomer=! %referre# Ne+!%a%er i!

*ttafa- becau!e 0R of the cu!tomer! informe# that the %refer to rea# *ttafa- re'ularl

an# the !ame cu!tomer %refer! to rea# the front %a'e of the ne+!%a%er becau!e 78R of

the cu!tomer re!%on#e# that the %refer! to rea# the front %a'e of the ne+!%a%er. (ince a

hi'her number of the re!%on#ent! 78RE informe# that the 'ot information of mercantile

ban throu'h ne+!%a%er a#verti!ement !o in or#er to increa!e the a+arene!! level,

mercantile ban !houl# focu! it! %rint me#ia for a#verti!ement! in the *ttafa- ne+!%a%er

an# the %lacement of the a#verti!ement !houl# be in the front %a'e.

Preferred Tele*!s!on 3annel= t!%e and &rora%

From the anal!i! fi'ure5, 9 > 8E it i! learnt that, cu!tomer=! %referre# televi!ion

channel i! BT? becau!e 29R of the cu!tomer! informe# that the %refer to +atch BT?,

the !ame cu!tomer %referre# time to +atch BT? at Ni'ht becau!e 89R of the cu!tomer

re!%on#e# that the %refer! to +atch BT? at ni'ht an# the !ame cu!tomer informe# that

their favorite televi!ion %ro'ram in BT? i! Ne+! becau!e 76R of the cu!tomer

re!%on#e# that their favorite televi!ion %ro'ram in BT? i! Ne+!. *n or#er to increa!e the

a+arene!! level, mercantile ban !houl# focu! it! lectronic me#ia for a#verti!ement! in

the BT? channel, the timin' of the a#verti!ement !houl# be at ni'ht an# the !%ot of the

a#verti!ement !houl# be in clu!ter! bet+een the Ne+! %ro'ram!.

Custo%er9s Call to %!nd

From the anal!i! fi'ure5; > 10E it i! learnt that, 80R of the cu!tomer coul# recall the

a#verti!ement! of mercantile ban an# +hen the +ere a!e# to mention the t%e of

a#verti!ement! that the can recall, 70R of the cu!tomer can recall the ne+!%a%er

a#verti!ement of mercantile ban. Thi! !ho+! the effectivene!! of the a#verti!ement

cam%ai'n of the ne+!%a%er a# of Mercantile Ban.

;



• Custo%er9s e&etat!ons on Merant!le Ban5

C3oos!n t3e ban5

From the anal!i! fi'ure511E it i! learne# that cu!tomer! have cho!en Mercantile Ban

on the ba!i! of benefit, becau!e 2;R of the cu!tomer! informe# that the have cho!en

Mercantile Ban becau!e it i! 'ivin' them more benefit. Thi! !ho+! that cu!tomer! care

le!! about the atmo!%here, etra !ervice! or convenience than benefit i.e. the

#ifferentiate# the mercantile ban from other ban on the ba!i! of benefit. Thi! anal!i!

al!o reveal! that benefit i! a %art of cu!tomer=! e%ectation! on banin' !ervice. That i!

+h mercantile ban !houl# concentrate more on the benefit of their !ervice!.

C3oos!n a bran3

From the anal!i! fi'ure512E it i! learne# that cu!tomer! have cho!en "'raba# branch of

Mercantile ban on the ba!i! of remotene!!, becau!e 68R of the cu!tomer! informe# that

the have cho!en "'raba# branch of Mercantile ban !ince the branch i! nearer to their

hou!eOoffice. Thi! anal!i! !ho+! that mercantile ban !houl# concentrate more on

branchin' on #ifferent localitie!. Thi! anal!i! al!o reveal! that remotene!! influence!

cu!tomer=! e%ectation! on choo!in' a branch of an ban.

Pere&t!on of ser*!e

From the anal!i! fi'ure52E it i! learnt that, cu!tomer! relate !ervice! of an or'ani:ation

on the ba!i! of A@uic becau!e ;R of the cu!tomer! informe# that +hen the thin of

!ervice the thin of !omethin' relate# +ith -uic. Thi! !ho+! that cu!tomer=!

e%ectation! on an activit or benefit offere# b an or'ani:ation! !houl# be fa!t. That

i! Mercantile ban !houl# concentrate more on the -uic #eliver of their !ervice!.

Issues ons!dered b' usto%ers for an' ser*!e

From the anal!i! fi'ure516,17,1,19,18,1; > table51E it i! foun# that, cu!tomer! +ill

con!i#er @ood at%os&3ere a! their fir!t %reference in choo!in' an !ervice of an ban,

cu!tomer! +ill con!i#er Personal relat!ons3!& !uch a! no+in' !ome one in the ban or

an relative!Ea! their !econ# %reference in choo!in' an !ervice of an ban, cu!tomer!

60



+ill con!i#er 3!3 ro+d a! their thir# %reference in choo!in' an !ervice of an ban,

cu!tomer! +ill con!i#er ood ar &ar5!n a! their fourth %reference in choo!in' an

!ervice of an ban an# cu!tomer! +ill con!i#er ot3ers D ser*!e or att!tude to+ards

&eo&le? a! their fifth %reference in choo!in' an !ervice of an ban. Thi! !ho+! that an

cu!tomer before 'oin' for a !ervice in an ban +ill con!i#er the above rane# i!!ue! for

choo!in' an ban.

Pere&t!on of a Ban5

From the anal!i! fi'ure520E it i! learnt that, cu!tomer! relate Ban +ith !ecurit becau!e

78R of the cu!tomer! informe# that +hen the thin of Ban the thin of (ecurit. Thi!

!ho+! that cu!tomer=! e%ectation! on an fun#5!u%%lin' an# fun#5#eman#in' !i#e! of

the !ociet role of an banE !houl# %rovi#e !ecurit a%art from all mea!ure!.

Su%%ar' of f!nd!ns

• &u!tomer! are mo!tl a+are of the !ervice of mercantile ban throu'h a#verti!ement.

Thi! !ho+! that "#verti!ement ha! attracte# the cu!tomer an# create# #eman# b

buil#in' %reference or %romote# %articular benefit! an# #ifferentiate# the !ervice!from other !imilar !ervice! offere# b other ban!.

• &u!tomer! are mo!tl a+are of the !ervice of mercantile ban throu'h Ne+!%a%er

a#verti!ement. Thi! !ho+! that ne+!%a%er !erve# a! a major me#ium of

a#verti!ement for a+arin' cu!tomer! of the !ervice of mercantile ban

• &u!tomer! +ho +ere a+are of the !ervice of mercantile ban throu'h Ne+!%a%er

a#verti!ement informe# that the learne# !omethin' that the #i# not no+ before.

Thi! !ho+! the effectivene!! of a#verti!ement in contributin' to the #evelo%ment of

intere!t, attitu#e, belief! an# %reference! +hich eventuall influence# the cu!tomer!

to choo!e mercantile ban.

• &u!tomer=! %referre# Ne+!%a%er i! *ttafa- an# the !ame cu!tomer %refer! to rea# the

front %a'e of the ne+!%a%er. Thi! !ho+! that ne+!%a%er a# act a! a ma!! me#ium for

%enetratin' ever !e'ment of the !ociet.

61



• &u!tomer=! %referre# televi!ion channel i! BT? an# the !ame cu!tomer %referre#

time to +atch BT? at Ni'ht.

• &u!tomer coul# recall the a#verti!ement! of mercantile ban an# +hen the +ere

a!e# to mention the t%e of a#verti!ement! that the can recall. Thi! !ho+! the

effectivene!! of the a#verti!ement cam%ai'n of the ne+!%a%er a# of Mercantile Ban.

• &u!tomer! have cho!en Mercantile Ban on the ba!i! of benefit. Thi! !ho+! that

cu!tomer! have #ifferentiate# the mercantile ban from other ban on the ba!i! of

benefit. Thi! al!o reveal! that benefit i! a %art of cu!tomer=! e%ectation! on banin'

!ervice.

• &u!tomer! have cho!en "'raba# branch of Mercantile ban on the ba!i! of

remotene!!. Thi! anal!i! al!o reveal! that remotene!! influence! cu!tomer=!

e%ectation! on choo!in' a branch of an ban.

• &u!tomer! relate !ervice! of an or'ani:ation on the ba!i! of A@uic. Thi! !ho+!

that cu!tomer=! e%ectation! on an activit or benefit offere# b an or'ani:ation!

!houl# be fa!t

• &u!tomer! +ill con!i#er @ood at%os&3ere a! their fir!t %reference in choo!in' an

!ervice of an ban, cu!tomer! +ill con!i#er Personal relat!ons3!& !uch a! no+in'

!ome one in the ban or an relative!Ea! their !econ# %reference in choo!in' an

!ervice of an ban, cu!tomer! +ill con!i#er 3!3 ro+d a! their thir# %reference in

choo!in' an !ervice of an ban, cu!tomer! +ill con!i#er ood ar &ar5!n a! their

fourth %reference in choo!in' an !ervice of an ban an# cu!tomer! +ill con!i#erot3ers D ser*!e or att!tude to+ards &eo&le? a! their fifth %reference in choo!in' an

!ervice of an ban. Thi! !ho+! that an cu!tomer before 'oin' for a !ervice in an

ban +ill con!i#er the above rane# i!!ue! for choo!in' an ban.

62



• &u!tomer! relate Ban +ith !ecurit. Thi! !ho+! that cu!tomer=! e%ectation! on an

fun#5!u%%lin' an# fun#5#eman#in' !i#e! of the !ociet role of an banE !houl#

%rovi#e !ecurit a%art from all mea!ure!.

Reo%%endat!ons2

• Med!a Selet!on

*n or#er to increa!e the cu!tomer=! a+arene!! Mercantile Ban !houl# !elect Ne+!%a%er

a! their %rint me#ia for a#verti!ement! an# the a#verti!ement! !houl# be %lace# at the

front %a'e of the ne+!%a%er. (ince an increa!in' number of %eo%le informe# that the

rea# *ttefa- mo!t that i! +h the %rint "## !houl# be %lace# in the *ttefa- ne+!%a%er.

Mercantile Ban !houl# concentration on the T? a#verti!ement! becau!e no+ a #a!

televi!ion ha! become %art of life for ever in#ivi#ual! an# televi!ion ha! reache# nearl

ever +here in the Dhaa cit a! +ell a! in the villa'e. *n or#er to reach a ma!! au#ience

throu'h out the countr Mercantile ban !houl# focu! it! a#verti!ement! in the televi!ion

a! +ell. *n or#er to #o !o Mercantile ban !houl# !elect Televi!ion a! their lectronic

me#ia for a#verti!ement!, the !%ot of the a#verti!ement! !houl# be in clu!ter! bet+een

the Ne+! %ro'ram at Ni'ht.

• Inreas!n t3e a+areness of usto%ers t3rou3 ot3er %ed!as

*n or#er to tar'et a ma!! au#ience mercantile ban !houl# focu! it! a#verti!ement on theBillboar#! an# roa#!i#e banner! in or#er to increa!e the a+arene!! level of cu!tomer!.

• Ident!f'!n Custo%er9s E&etat!ons

*n or#er to %romote the !ervice! of Mercantile ban, Mercantile ban !houl# un#er!tan#

the e%ectation! antici%ation of !omethin' to occur at certain time or %lace in a certain

+aE of cu!tomer!, +hich +ill hel% them to match the -ualit an# nature of their !ervice!.*n or#er to #o !o the !houl# #etermine certain a!%ect! of the cu!tomer!

• )hich a!%ect! of their !ervice! %ulle# a cu!tomer to their ban

• )hat ha! influence# them to choo!e a %articular branch

• )hat i! their %erce%tion re'ar#in' an !ervice or a ban

6



• *!!ue! that the have con!i#ere# in choo!in' their ban.

The above a!%ect! can be ea!il i#entifie# throu'h intervie+in' them +henever an ne+

cu!tomer !ee! for tain' an !ervice!.

• Need to Interate Custo%er9s e&etat!ons +!t3 a+areness

*n or#er to attract more cu!tomer!, Mercantile ban !houl# un#er!tan# their cu!tomer=!

e%ectation! +hich +ill hel% them to %romote their !ervice accor#in' to cu!tomer=!

e%ectation!. *n or#er to #o !o Mercantile ban !houl# focu! on certain a!%ect! of the

cu!tomer=! e%ectation! +hich influence! the cu!tomer to #ifferentiate Mercantile

Ban=! !ervice from their com%etitor! !erviceE in their a#verti!ement in the %rint

"#verti!ement! or electronic me#ia a#verti!ement.

• !fferent!ate on t3e bas!s of Benef!t.

Mercantile ban !houl# offer a uni-ue Benef!t that +ill #ifferentiate their !ervice from

their com%etitor=! !ervice. *n or#er to #o !o the can %romote their !ervice on the ba!i! of

the intere!t rate accor#in' to cu!tomer=! !u''e!tion! for im%rovement!E on #ifferent

!cheme! in the %rint or electronic me#ia.

• !fferent!ate on t3e bas!s of Seur!t'.

Mercantile ban !houl# offer a uni-ue Seur!t' %romi!e accor#in' to cu!tomer=!

!u''e!tion! for im%rovement!E that +ill #ifferentiate their !ervice from their com%etitor=!

!ervice. *n or#er to #o !o the can %romote their !ervice b %uttin' a uni-ue !lo'an The

Fir!t (ecurit Ban of 21!t &enturE in the %rint or electronic me#ia.

• !fferent!ate on t3e bas!s of u!5ness of t3e ser*!e.

Mercantile ban !houl# offer a u!5 del!*er' accor#in' to cu!tomer=! !u''e!tion! for

im%rovement!E that +ill #ifferentiate their !ervice from their com%etitor=! !ervice. *n

or#er to #o !o the can %romote their !ervice on ba!i! of technolo'ical offer !uch a!

3nline Banin' in the %rint or electronic me#ia.

• !fferent!ate on t3e bas!s of @ood at%os&3ere.

66



@ood at%os&3ere %la! a vital role for the %rivate commercial ban!. Mercantile ban

!houl# #ifferentiate their !ervice b %romotin' their !ervice! on the ba!i! of uni-ue

atmo!%here.

B focu!in' on the above a!%ect! re'ar#in' the a+arene!! an# the e%ectation! of theircu!tomer +ill %ull more %otential cu!tomer! in the future.

Conlus!ons

The %ur%o!e of thi! re%ort +a! to #etermine ho+ the cu!tomer=! +ere a+are of the

!ervice! of Mercantile Ban an# +hat are their e%ectation!. &u!tomer! of Mercantile

Ban are le!! a+are of the televi!ion a#verti!ement , +hich i! an im%ortant me#ia for

tar'etin' ma!! au#ience throu'h out the countr. &u!tomer! are le!! a+are of the other

a#verti!in' me#ia lie the billboar#, roa# !i#e banner becau!e the coul# not recall tho!e.

From thi! re%ort +e have come to a conclu!ion that the cu!tomer! a+arene!! re'ar#in'

the !ervice of MB i! hi'h throu'h ne+!%a%er a#verti!ement! an# their e%ectation

re'ar#in' choo!in' a ban or an !ervice i! not a! hi'h to facilitate +ith the a+arene!!

too, a#verti!ement. The re%ort mi'ht hel% each ban, an# all it! branche!, too !te%! to

e#ucate the cu!tomer! on banin' !ervice! accor#in' to their e%ectation!, match the

-ualit an# nature of their !ervice! +ith the e%ectation! of the cu!tomer! an# thu!

facilitatin' the health 'ro+th of the in#u!tr.

67



UESTIONNAIRE

* am a !tu#ent of BB". * am #oin' thi! re!earch a! %art of m aca#emic re-uirement!. Sou are cor#iall re-ue!te# to fill outthi! -ue!tionnaire. Sour an!+er +ill hel% me for #oin' m re!earch %ro%erl. * am 'ivin' ou a!!urance that our an!+er +illremain com%letel confi#ential.

1. )hat t%e of account #o ou have in Mercantile ban

(avin'! "ccount! (hort Term De%o!it

&urrent "ccount Forei'n &urrenc De%o!it

&onvertible Taa "ccount

2. From +here #i# ou 'et information of Mercantile ban

Famil "#verti!ement

From Frien#! From jobO&ollea'ue!

3ther!, %lea!e !%ecif .

. *f ou 'ot the information throu'h a#verti!ement then +hat t%e of a#verti!ement +a! that

4oa# (i#e Banner Billboar#

T? "# Ne+!%a%er "#

3ther!, Plea!e (%ecif.

6. To +hat fre-uent #o ou rea# ne+!%a%er

Dail (tar 4e'ularl Fre-uentl (ometime! 4arel Never

Prothom "lo 4e'ularl Fre-uentl (ometime! 4arel Never

Iu'antor 4e'ularl Fre-uentl (ometime! 4arel Never

Ban'la#e!h 3b!erver 4e'ularl Fre-uentl (ometime! 4arel Never

The *n#e%en#ent 4e'ularl Fre-uentl (ometime! 4arel Never

6

3ccu%ationC

)hich area #o ou live

)hich of the follo+in' ran'e i! !uitable for our a'e

17520 560

21527 61567

157 6570

"bove 71

)hich of the follo+in' ran'e i! !uitable for our income "ll the fi'ure! are in

thou!an#E

10 5 17 0 5 7

17 5 20 60 5 67 27 5 0 70 5 77

"bove 77

"re ou an ei!tin' account hol#er in Mercentile ban or a ne+ account !eeer

Se! No



*ttafa- 4e'ularl Fre-uentl (ometime! 4arel Never

*n-ilab 4e'ularl Fre-uentl (ometime! 4arel Never

Manabjomin 4e'ularl Fre-uentl (ometime! 4arel Never

3ther!.. 4e'ularl Fre-uentl (ometime! 4arel Never

)hich of the follo+in' %a'e! #o ou rea#Plea!e ran accor#in'l.E

Front %a'e ?er much intere!te# intere!te# little intere!te# Not intere!te# Not at all intere!te#

(%ort! %a'e ?er much intere!te# intere!te# little intere!te# Not intere!te# Not at all intere!te#

*nternational affair! ?er much intere!te# intere!te# little intere!te# Not intere!te# Not at all intere!te#

ntertainment ?er much intere!te# intere!te# little intere!te# Not intere!te# Not at all intere!te#

Bu!ine!! ?er much intere!te# intere!te# little intere!te# Not intere!te# Not at all intere!te#

3ther! ?er much intere!te# intere!te# little intere!te# Not intere!te# Not at all intere!te#

7. To +hat etent #o ou a'ree +ith the follo+in' rea!on! for liin' the a#verti!ement.

* learne# !omethin' that * #i# not no+ The a#verti!ement ma#e me confi#ent in Ban !ervice

The a#verti!ement +a! funn to rea# * lie the a#verti!ement becau!e that i! colorful

3ther!..

. Name Three &hannel! ou +atch normall.

...

9. )hich time ou %refer to +atch T? mo!t

Mornin' "fternoon

venin' Ni'ht

No !%ecific time

8. )hich %ro'ram #o ou +atch

Ne+! Movie

Ma'a:ine Pro'ram (%ort!

DramaO (erial

;. &an ou recall an a#verti!ement of Mercentile Ban

Se! No

69



*f e!, +hat t%e of a## +a! that

4oa# (i#e Banner Billboar#

T? "# Ne+!%a%er "#

3ther!, Plea!e (%ecif.

10.)h #i# ou choo!e thi! ban

Becau!e thi! i! nearer to m <ou!eO 3ffice

Becau!e thi! ban i! 'ivin' me more benefit than other ban

Becau!e * lie the atmo!%here of thi! ban

Becau!e thi! ban i! %rovi#in' etra !ervice! lie the %rovi#in' #ifferent !cheme!

11. Do ou have an other account in our Ban Se! No

12. *f, e! then +hat t%e of account

DP( "ccount FD4 "ccount

Di'un Bri##hi "manot Bi!he!h (honchoi Procol%o

Mar!hi Munaa Procol%o

1. )h #i# ou choo!e thi! %articular branch

Becau!e * lie the atmo!%here Becau!e thi! branch %rovi#e! fa!ter !ervice

Peo%le are more frien#l Becau!e thi! branch i! nearer to m <omeO3ffice

3ther! .

16. )hen ou thin of !ervice +hat thin' come! to our min#

@uic (ervice Polite behavior

(milin' Face <el%ful "ttitu#e

"ll of the above

17. )hat i! the fir!t major i!!ue ou con!i#er before 'oin' for a !ervice in an ban Plea!e ran accor#in'l.

oo# atmo!%here

oo# car %arin'

68



Per!onal relation!hi%

There !houl# not be hi'h cro+#

3ther!

1. )hen ou thin of a Ban +hat thin'! come! to our min#Plea!e ran accor#in'l.

(ecurit " %lace to #e%o!it

" %lace for 'ettin' benefit. <el%in' han#

3ther!

19. Plea!e %rovi#e u! !ome !u''e!tion! that +ill hel% u! for further im%rovement.

mercantile bank.doc

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