A MINOR PROJECT REPORT ON

DIGITAL EXPERIENCE OF
ICICI BANK ANALYSIS

Submitted in Partial Fulfilment for the

Award of the Degree of BBA 2023-24

Under the Guidance of: Submitted By:

Ms. VIMLA SHARMA NAME – SYED MAROOF
Assistant Professor ENROLLMENT NO. -
01515601723
SEMESTER – BBA 2ND

Dr. Akhilesh Das Gupta Institute of Professional

Studies
(Affiliated to GGSIPU) FC-26 , Shastri park , Delhi -110053
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 ACKNOWLEDGEMENT

I would like to express my thanks to Ms. VIMLA SHARMA for giving me a great
opportunity to excel in my learning through this project. I have achieved a good
amount of knowledge through the research and the help that I got from my project
teacher Ms. VIMLA SHARMA. I would also like to thank my friends and family for
their constant encouragement and support throughout the project.

Student Name: Syed Maroof

Enrolment No : 01515601723
BBA 2nd Sem Batch 2023-2026

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 DECLARATION

I Syed Maroof bearing Enrolment No. 01515601723 do hereby declare that the
Project entitled “DIGITAL EXPERIENCE OF ICICI BANK ANALYSIS” submitted in
requirement of partial fulfillment of BBA degree, is an authentic record of my own
work, under the guidance of Ms. Vimla Sharma.(Teacher), School of Business
Studies (BBA) , Dr. Akhilesh Das Gupta Institute of Professional Studies(Formerly
NIEC, Delhi), FC-26, Shastri Park, Delhi : 110053.
This is to further declare that I have not submitted this Project Report to any other
Institute for the award of any other degree.

(Signature Of Student )
Name- Syed Maroof
Enrollment No – 01515601723
Batch 2023-2026
Date :

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 CERTIFICATE

This is to certify that the project titled “Digital Experience Of ICICI BANK
Analysis ” is an academic work done by Syed Maroof submitted in the partial
fulfilment of the requirement for the award of degree of Bachelor of Business
Administration at Dr. Akhilesh Das Gupta Institute of Professional Studies under
my guidance and direction.

(Signature of Faculty)
Ms. VIMLA SHARMA
Faculty Guide
Date:

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 Table of content

S.no Topic Page no

1 Chapter -1 Introduction To The Topic 6- 8
2 Chapter -2 Profile Of The Company 9 – 12
3 Chapter -3 Objective Of The Study 11 - 15
4 Chapter -4 Research Methodology
 Meaning Of Research
 Objectives Of The Study
16- 24
 Techniques of data analysis

5 Chapter 5 - Data Analysis & Techniques 25 - 34

6 Chapter 6 - Findings& Conclusion
35 – 37

7 References & Bibliography 38

8 Questionnaire 38 - 41

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 CHAPTER- 1: INTRODUCTION TO THE TOPIC

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 Introduction
According to Banking Regulation Act, 1949- Banking means the accepting, for the purpose of
lending or investment, of deposits of money from the public, repayable on demand or otherwise,
and withdrawal by cheque, draft, order or otherwise.

Bank is such an institution which creates money by money only. According to Sir John Pagette
defined, “Bank is such a financial in- situation which collects money in current, savings or fixed
deposit account; collects cheques as deposits and pays money from the depositors account through
cheques.”

Origin of Banking

Its origin in the simplest form can be traced to the origin of authentic history. After recognizing the
benefit of money as a medium of exchange, the importance of banking was developed as it provides
the safer place to store the money. This safe place ultimately evolved in to financial institutions that
accepts deposits and make loans i.e., modern commercial banks.

Banking System in India

Without a sound and effective banking system in India it cannot have a healthy economy. The
banking system of India should not only be hassle free but it should be able to meet new challenges
posed by the technology and any other external and internal factors. Forth past three decades India's
banking system has several outstanding achievements to its credit. The most striking is its extensive
reach. It is no longer confined to only metropolitans or cosmopolitans in India. In fact, Indian
banking system has reached even to the remote corners of the country.

History of Banking in India

Banking in India has its origin as early or Vedic period. It is believed that the transitions from many
lending to banking must have occurred even before Manu, the great Hindu furriest, who has
devoted a section of his work to deposit and advances and laid down rules relating to the rate of
interest. During the mogul period, the indigenous banker played a very important role in lending
money and financing foreign trade and commerce. During the days of the East India Company, it
was the turn of agency house to carry on the banking business. The General Bank of India was the
first joint stock bank to be established in the year 1786. The other which followed was the Bank of
Hindustan and Bengal Bank. The Bank of Hindustan is reported to have continued till 1906. While

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other two failed in the meantime. In the first half of the 19th century the East India Company
established their banks, The bank of Bengal in 1809, the Bank of Bombay in 1840 and the Bank of
Bombay in1843. These three banks also known as the Presidency banks were the independent units
and functioned well. These three banks were amalgamated in 1920and new bank, the Imperial Bank
of India was established on 27th January, 1921.With the passing of the State Bank of India Act in
1955 the undertaking of the Imperial Bank of India was taken over by the newly constituted SBI.
The Reserve Bank of India (RBI) which is the Central bank was established in April, 1935 by
passing Reserve bank of India act 1935. The Central office of RBI is in Mumbai and it controls all
the other banks in the country. In the wake of Swadeshi Movement, number of banks with the
Indian management were established in the country namely, Punjab National Bank Ltd., Bank of
India Ltd., Bank of Baroda Ltd., Canara Bank. Ltd. on 19thJuly 1969, 14 major banks of the
country we renationalized and on 15thApril 1980, 6 more commercial private sector banks were
take-over by the government. The first bank in India, though conservative, was established in 1786.
From 1786 till today, the journey of Indian Banking System can be segregated into three distinct
phases.

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 CHAPTER – 2 : OBJECTIVE OF THE STUDY

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 Objectives of the Study

 To study the digital experience in ICICI Bank Limited.

 To study the issues, challenges and impacts seen by Banking
sector in India since the emergence of Covid.

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 CHAPTER – 3 : PROFILE OF THE COMPANY

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 PROFILE OF THE COMPANY
FORMERLY Industrial Credit and Investment Corporation
of India
INDUSTRY Financial services
FOUNDED 5 January 1955; 66 years ago
HEADQUARTERS Vadodara, Gujarat , (Registered Office)
Bandra Kurla Complex, Mumbai (Corporate
Office)
AREA SERVED Worldwide
KEY PEOPLE  Girish Chandra Chaturvedi
(Chairperson)
 Sandeep Bakhshi (MD & CEO)
PRODUCTS Banking, commodities, credit cards, equities
trading, insurance, investment management,
mortgage loans, mutual funds, private
equity, wealth management, asset
management
SUBSIDIARIES ICICI Prudential
ICICI Lombard
ICICI Securities
ICICI Direct

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ICICI Bank Limited is an Indian multinational bank and financial services company with its
corporate office in Mumbai, Maharashtra. It offers a wide range of banking products and financial
services for corporate and retail customers through a variety of delivery channels and specialized
subsidiaries in the areas of investment banking, life, non-life insurance, venture capital and asset
management. The bank has a network of 5,275 branches and 15,589 ATMs across India and has a
presence in 17 countries.

The bank has subsidiaries in the United Kingdom and Canada; branches in United States,
Singapore, Bahrain, Hong Kong, Qatar, Oman, Dubai International Finance Centre, China and
South Africa; as well as representative offices in United Arab Emirates, Bangladesh, Malaysia and
Indonesia. The company's UK subsidiary has also established branches in Belgium and Germany.

ICICI was formed in 1955 at the initiative of the World Bank, the Government of India and
representatives of Indian industry. The principal objective was to create a development financial
institution for providing medium-term and long-term project financing to Indian businesses. Until
the late 1980s, ICICI primarily focused its activities on project finance, providing long-term funds
to a variety of industrial projects. With the liberalization of the financial sector in India in the
1990s, ICICI transformed its business from a development financial institution offering only project
finance to a diversified financial services provider that, along with its subsidiaries and other group
companies, offered a wide variety of products and services. As India’s economy became more
market-oriented and integrated with the world economy, ICICI capitalized on the new opportunities
to provide a wider range of financial products and services to a broader spectrum of clients. ICICI
Bank was incorporated in 1994 as a part of the ICICI group. In 1999, ICICI became the first Indian
company and the first bank or financial institution from non-Japan Asia to be listed on the New
York Stock Exchange.

The issue of universal banking, which in the Indian context meant conversion of long-term lending
institutions such as ICICI into commercial banks, had been discussed at length in the late 1990s.
Conversion into a bank offered ICICI the ability to accept low-cost demand deposits and offer a
wider range of products and services, and greater opportunities for earning non-fund-based income
in the form of banking fees and commissions. After consideration of various corporate structuring
alternatives in the context of the emerging competitive scenario in the Indian banking industry, and
the move towards universal banking, the managements of ICICI and ICICI Bank formed the view
that the merger of ICICI with ICICI Bank would be the optimal strategic alternative for both
entities, and would create the optimal legal structure for ICICI group's universal banking strategy.

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The merger would enhance value for ICICI shareholders through the merged entity's access to low-
cost deposits, greater opportunities for earning fee-based income and the ability to participate in the
payments system and provide transaction-banking services. The merger would enhance value for
ICICI Bank shareholders through a large capital base and scale of operations, seamless access to
ICICI's strong corporate relationships built up over five decades, entry into new business segments,
higher market share in various business segments, particularly fee-based services, and access to the
vast talent pool of ICICI and its subsidiaries.

In October 2001, the Boards of Directors of ICICI and ICICI Bank approved the merger of ICICI
and two of its wholly-owned retail finance subsidiaries, ICICI Personal Financial Services Limited
and ICICI Capital Services Limited, with ICICI Bank. The merger was approved by shareholders of
ICICI and ICICI Bank in January 2002, by the High Court of Gujarat at Ahmedabad in March
2002, and by the High Court of Judicature at Mumbai and the Reserve Bank of India in April 2002.
Consequent to the merger, the ICICI group's financing and banking operations, both wholesale and
retail, were integrated in a single entity.

Subsidiaries of ICICI Bank

Domestic:
 ICICI Prudential Life Insurance Company Limited
 ICICI Lombard General Insurance Company Limited
 ICICI Prudential Asset Management Company Limited
 ICICI Prudential Trust Limited
 ICICI Prudential Pension Funds Management Company Limited
 ICICI Direct
 ICICI Securities Limited
 ICICI Securities Primary Dealership Limited
 ICICI Venture Funds Management Company Limited
 ICICI Home Finance Company Limited

International:
 ICICI Bank Canada
 ICICI Bank UK PLC
 ICICI Bank USA
 ICICI Bank Germany

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Board of Directors

Board Members:

MR. GIRISH CHANDRA CHATURVEDI MR. HARI L. MUNDRA

Non-Executive(part-time) Chairman Independent Director
MR. LALIT KUMAR CHANDEL MR. UDAY CHITALE
Government Nominee Director Independent Director
MR. S. MADHAVAN MR. ANUP BAGCHI
Independent Director Executive Director
MS. NEELAM DHAWAN MR. SANDEEP BAKHSHI
Independent Director Managing Director & CEO
MR. RADHAKRISHNAN NAIR MS. VISHAKHA MULYE
Independent Director Executive Director
MS. RAMA BIJAPURKAR MR. B. SRIRAM
Independent Director Independent Director

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 CHAPTER- 4: RESEARCH METHODOLOGY

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 RESEARCH METHODOLOGY
Research methodology is the specific procedures or techniques used to identify, select, process, and
analyze information about a topic. In a research paper, the methodology section allows the reader to
critically evaluate a study's overall validity and reliability. Research methodology is a systematic
way to solve a problem. It is a science of studying how research is to be carried out.

3.1 Objectives of the Study

 To study the digital experience in ICICI Bank Limited.

 To study the issues, challenges and impacts seen by Banking sector in India since
the emergence of Covid.

3.2 Secondary Data

The secondary data has been collected through by the Manuals and also from old records
available in the organization. Some other data also collected from the website's earlier
researches and published books.

3.3 Techniques of Data Analysis

In the research, various percentages were defined and the analysis are presented pictorially
via Tables and Pie charts.

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 DIGITAL EXPERIENCE IN ICICI BANK

ICICI Bank is transforming banking through tech infusion, but is that enough?
ICICI Bank is making rapid strides towards becoming a tech bank by expanding its digital offerings
for retail, MSME and corporate customers. It has covered a lot of ground but there's still a long way
to go

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Two months before Covid-19 crippled the world, the top 100 executives from ICICI Bank
were at an offsite. The theme was #2025. New MD & CEO Sandeep Bakhshi had been in the
corner office for only 15 months and there was a lot of uncertainty around ICICI Bank—
India’s second-largest private lender in terms of assets—back then; yet, the brief from the top
management of the Mumbai-headquartered bank was clear: What do you think your
customers would demand from the bank in the year 2025?
While ICICI Bank is still on its technological transformation journey, it is already reaping the benefits. In the
BT-KPMG Best Banks and Fintechs Survey 2021-22, it has emerged as the Bank of the Year—for the third
year in a row. “We will continue to make investments in technology, people, distribution, and building our
brand,” Bakhshi, 63, had said at a recent investor conference. In the past four years, ICICI Bank—under
Bakhshi—has revamped its HR policies, teams, and work culture along the lines of ‘One Bank, One Team.’
This translates into ‘One ROE’ for the shareholders as well as investors. Its ROE or return on equity has
jumped from single digits—when Bakhshi joined—to 16.6 per cent now. The stock has seen its price
multiply 2.6 times in the same period.

Since Bakhshi walked into the corner office, the bank’s net profit has gone up by more than seven
times, while the share of safe and secure retail assets has moved from 45.5 per cent to 52.9 per cent.
And its net non-performing assets (NPA) have declined from 4.8 per cent to less than 1 per cent.
The bank has built a strong balance sheet in terms of provisioning ratio and capital adequacy in this
period. It has also been able to hold on to its share of low-cost current account and savings account
deposits that are at 44.5 per cent now after slipping marginally since Bakhshi took over.

Technology, certainly, is a key focus area. ICICI Bank’s spends on tech have surged from 5.6
per cent of its operating expenses three years ago to 9.1 per cent in H1FY23. “The bank is the
front runner in tech adaptation, while its peers are playing catch-up,” says Manu Rishi
Guptha, Founder & CEO of MRG Capital, a portfolio management firm. But how is ICICI
Bank harnessing tech to grow its businesses?

The Digital Engine

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good example is the bank’s MSME business. ICICI Bank is expanding its SME and business
banking operations, which make up 4.4 per cent and 6.7 per cent of its loan book, respectively, as of
September 2022, via its business banking mobile app InstaBIZ. Launched in 2016 as iBizz, the app
provides solutions for the self-employed, SMEs and the merchant ecosystem. It also provides
secured working capital, overdraft on bank fixed deposits, etc. The bank has revamped the InstaBIZ
app over the years, and its investment is paying rich dividends—the app saw 195,000 registrations
from non-ICICI Bank account holders by September 30, 2022. In fact, ICICI Bank has won the
Best Bank in Innovation award from the jury for the InstaBIZ initiative, which has over 1.3 million
active users. ICICI Bank’s retail banking vertical is also firing on all cylinders, powered by tech. Its
mortgage lending business accounts for 63 per cent of its retail loans, with the total book being Rs
3.18 lakh crore. In November 2022, the bank completely digitised the mortgage lending process.
‘iLens’, its state-of-the-art platform, enables seamless on-boarding of customers with minimum
data punching, digital credit assessment by tapping into various data sources through API
integrations, and video KYC for verification. In addition, it includes a built-in customer interface
that allows borrowers to track the status of their loan applications in real time, as well as digitally
complete additional paperwork and fee payments. What’s more, even those who have never had an
account with ICICI Bank can make use of iLens.

ICICI Bank says iLens will soon be used for auto and personal loans. Incidentally, auto loans, with
a book of around Rs 72,618 crore, make up 14.3 per cent of the retail loan mix. In addition, iMobile
Pay, the bank’s front-end mobile app that has 330 features, is also attracting non-bank customers.
ICICI Bank mines this data to cross-sell products. Today, payment services, accounts and cards
services are the top use-cases for the bank’s customers, while non-bank customers use the app for
UPI, payment services, etc. Till December 2022, 8.7 million non-ICICI Bank customers had
registered and explored the iMobile Pay app.
Meanwhile, personal loans, the second-largest contributor to the retail business with a share of 14.7 per cent
and a loan book of Rs 74,335 crore, is growing at a fast clip. And credit cards—with a share of 6.6 per cent
of its retail loans mix and a card base of 10 million—is expanding by using a co-branded model with retail
giant Amazon’s Amazon Pay and travel portal MakeMyTrip.

Another thrust area is large corporates. The bank offers more than 20 industry-specific digital
solutions that are tailored to the needs of corporate clients. This includes digital banking solutions,
channel partners, dealers, vendors, employees; and curated services for promoters and the senior
management. It also offers 360-degree coverage for corporations by offering solutions like supply
chain management, export-related requirements, treasury management, etc.

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sThe Future

ICICI Bank expects its tech spends to stay high in the near future. “You can’t survive in the current digital
phase without technology,” says Batra. What else is in store? “We are working on lightening [the load of]
the core banking solution (CBS),” he says. For instance, if a customer wants a bank statement, there will be
no need for it to be routed through the CBS. Batra adds that the next-generation delivery model demands
more real-time intelligence about the customer.
We are shifting from product-centric IT architecture to a customer-centric one. At the back-end, we are
working towards a single view of a consumer across financial relationships to execute real-time daanalytics,”
he explains. The other piece is start-ups. The bank is following a partnership model by investing in start-ups;
it has invested in 19 start-ups so far.
In the past, ICICI Bank had seen higher NPAs due to its exposure to corporate loans; but the mix is skewed
towards retail now. “The retail loan book is secured as it is based on proprietary data, in addition to bureau
checks and well-priced in relation to risk,” says Jitendra Upadhyay, Senior Equity Analyst at Bonanza
Portfolio Management, which offers portfolio management services. Under retail, the unsecured loans are
steadily rising. “The higher diversification within retail and strong underwriting ensure that delinquencies
are kept to a minimum,” says Ajit Kabi, Banking Analyst at LKP Securities, a financial services firm.
Investors are making the most of ICICI Bank’s turnaround. Financial services firm Elara Securities says that
even now, of all lenders, ICICI Bank has the highest manoeuvrability potential to sustain steady earnings
momentum in the case of exigencies. “The bank is still under a growth phase...We believe there is still scope
for higher valuation,” says Kabi of LKP Securities. That is certainly music to investors’ ears.

BANKING SECTOR
IN POST-COVID ERA

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Issues and Challenges:

 Firms that have stopped working missed out on revenues, and were not able to
repay loans. Similarly, households with members who have lost their jobs or faced
salary cuts had less income, and therefore not able to repay their loans. This resulted
not only in lost revenue but also in losses, negatively affecting profits and bank
capital.
 Banks were negatively affected as bonds and other traded financial instruments have
lost value, resulting in further losses for banks. There might also be losses from
open derivative positions that have moved in unexpected directions due to the crisis.
 Banks faced increased demand for credit, as especially firms require additional
cash flow to meet their costs even in times of no or reduced revenues. In some
cases, this higher demand has presented itself in the drawdown of credit lines by
borrowers.
 Banks face lower non-interest revenues, as there was lower demand for their
different services.

Impacts:

 Banks started a work-from-home culture which is still working effectively

 Banks speed-up their process towards digitization as it helps to reduce costs and
have the potential to increase revenues in future
 Banks started maintaining additional capital buffer to protect them from any
sudden downside risk like Covid.
 RBI opened its liquidity tap post-covid via its monetary policy to meet the sudden
increased demand for liquidity and to promote growth in the economy.
 Government of India announced Moratorium period to give relief to the common
people, small and large businesses who were unable to pay the debt.
 Banks started focusing towards reducing costs and wasteful expenditures.

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 Consumer protection risks remain substantial given limited or inadequate disclosure and
oversight. For example, more than 16,000 tokens have been listed in various exchanges and
around 9,000 exist today, while the rest have disappeared in some form. For example, many
of them have no volumes or the developers have walked away from the project. Some were
likely created solely for speculation purposes or even outright fraud.

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Significant Challenges Ahead

Looking ahead, widespread and rapid adoption can pose significant challenges by
reinforcing dollarization forces in the economy—or in this case cryptoization —where
residents start using crypto assets instead of the local currency. Cryptoization can
reduce the ability of central banks to effectively implement monetary policy. It could
also create financial stability risks, for example through funding and solvency risks
arising from currency mismatches, as well as amplify the importance of some of the
previously mentioned risks to consumer protection and financial integrity.

Threats to fiscal policy could also intensify, given the potential for crypto assets to
facilitate tax evasion. And seigniorage (the profits accruing from the right to issue
currency) may also decline. Increased demand for crypto assets could also facilitate
capital outflows that impact the foreign exchange market.

Policy Action

As a first step, regulators and supervisors need to be able to monitor rapid

developments in the crypto ecosystem and the risks they create by swiftly tackling
data gaps. The global nature of crypto assets means that policymakers should enhance
cross-border coordination to minimize the risks of regulatory arbitrage and ensure
effective supervision and enforcement.

National regulators should also prioritize the implementation of existing global

standards. Standards focused on crypto assets are currently mostly limited to money
laundering and proposals on bank exposures. However, other international standards
—in areas such as securities regulation, as well as payments, clearing and
settlements may also be applicable and need attention.

Government of India soon going to release Digital Rupee. It may also be based on the
same technology (Blockchain Technology) as Bitcoin, Ethereum like currencies are
traded. There would be a difference between Digital Rupee and other
Cryptocurrencies as Digital Rupee would be having monetary authority backing
whereas Bitcoin has not.

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 CHAPTER- 5 : DATA ANANLYSIS AND INTERPRETATION

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 DATA ANANLYSIS AND INTERPRETATION

Analysis

Data Analysis is the process of systematically applying statistical and/or logical techniques to
describe and illustrate, condense and recap, and evaluate data. ... Indeed, researchers
generally analyse for patterns in observations through the entire data collection phase.

Data Interpretation

Data interpretation refers to the implementation of processes through which data is reviewed
for the purpose of arriving at an informed conclusion. The interpretation of data assigns a
meaning to the information analysed and determines its signification and implications.

TABLE 4.1

Que 1. What type of bank in which respondents have account?

S. NO. TYPE OF BANK NUMBER OF RESPONDENTS PERCENTAGE

1. Public Sector bank 75 62.5%
2. Private Sector bank 45 37.5%

INTERPRETATION: From the above table approximately 62% respondents have their
account on public bank and remaining have their account on private banks.

Public Sector Bank Private Sector Bank

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TABLE 4.2

Que 2. Name of the bank in which respondents have account?

S. NO. NAME OF THE BANK NO. OF PRECENTAGE

RESPONDENTS
1 HDFC Bank 7 5.83%
2 Kotak Bank 4 3.33%
3 Punjab National Bank 15 12.5%
4 State Bank of India 57 47.%
5 Canara Bank 27 22.5%
6 Union Bank 2 1.66%
7 Central Bank of India 23 19.16%

INTERPRETATION: From the above data it’s clear, that almost half of the respondents
have their account in SBI Bank and have one – fourth have accounts in Canara Bank. On the
other hand, only 2 respondents have their account in Union Bank.

HDFC Bank Kotak Bank Punjab National Bank State Bank of India
Canara Bank Union Bank Central Bank of India

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TABLE 4.3

Que 3. How many accounts they have?

S.NO. NUMBER OF ACCOUNTS NUMBER OF PERCENTAGE

RESPONDENTS
1 ONE 79 65.83%
2 TWO 41 34.16%

INTERPRETATION: From the data stated above, it is clear that more than half of the
respondents have one account and about 34% have two accounts in the bank.

One Two

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TABLE 4.4

Que 4. How long they have been using internet banking?

S.NO. NUMBER OF YEARS NUMBER OF PERCENTAGE

RESPONDENTS
1 Less than two years 43 35.83%
2 2<4 46 38.33%
3 4< 31 25.84%

INTERPRETATION: The above data states that around 35% of respondents are using
internet banking from last two years and this figure increases by 3% who are using internet
banking from more than two and less than four years.

Less than Two Years 2<4 4<

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TABLE 4.5

Que 5. How often do they use internet banking?

S.NO. NUMBER OF TIME NUMBER OF PERCENTAGE

RESPONDENTS
1 Daily 70 58.33%
2 Weekly 35 29.16%
3 Fortnite 7 5.83%
4 Occasionally 8 6.68%

INTERPRETATION: The data collected from the survey shows that most of the
respondents use online banking daily for their day-to-day transactions.

Daily Weekly Fortnite Occasionally

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TABLE 4.6

Que 6. Which service do they like in their banks?

S.NO. SERVICES NUMBER OF RESPONDENTS PERCENTAGE

1 Mobile Banking 63 52.5%
2 Cooperative Staff 24 20%
3 Consultancy 18 15%
4 Others 15 12.5%

INTERPRETATION: Half of the respondents like mobile banking services given by their
bank and cooperative staff and consultancy services percentage are 20% and 15%.

Mobile Banking Cooperative Staff Consultancy Others

TABLE 4.7
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Que 7. Are they interested in opening an account with ICICI bank?

S.NO. OPENING OR NOT NUMBER OF PERCENTAGE

RESPONDENTS
1 Yes 23 19.16%
2 No 83 69.16%
3 May be 14 11.68%

INTERPRETATION: From the above data it shows that because of having account in
another banks 70% of respondents do not want to have account in ICICI Bank.

Yes No Maybe

TABLE 4.8

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Que 8. Is your banks have a transactions tracking system?

S.NO. SYSTEM NUMBER OF RESPONDENTS PERCENTAGE

1 Yes 98 81.66%
2 No 22 18.34%

INTERPRETATION: From the data above, it clearly shows that all most all banks have
transactions tracking system.

Yes No

TABLE 4.9

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Que 9. Which attribute of the bank they value the most?

S.NO. ATTRIBUTE NUMBER OF PERCENTAGE

RESPONDENTS
1 Quality of service 63 52.5%
2 Technology used 57 47.5%

INTERPRETATION: Quality of services attribute are liked by more than half of the
respondents on the other hand, remaining all the respondents like technology used attributes.

Quality of Service Technology Used

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 CHAPTER- 6 : FINDINGS, CONCLUSION

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 FINDINGS, CONCLUSION

Findings
 62.5% of the respondents having their account in public sector banks.
 Mostly respondents have their account in SBI, Canara Bank and HDFC Bank while,
least of them have their account in Union Bank.
 Around 35% of the respondents have two accounts, which are mostly businessmen
and remaining have one saving account with their banks.
 As a result of digitalization, around 60% of the respondents use internet banking daily
and some of the respondents (29.16%) use it weekly.
 From last two years, 36% of the respondents using internet banking. Moreover, 25%
of them have been using internet banking for more than four years.
 Almost half (52.5%) of the respondents like mobile banking services on the other
hand, cooperative staff and consultancy are equally liked by them.
 69% of the respondents do not want to have their account in ICICI Bank.
 81% of the respondents' bank have transaction tracking system.

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Conclusion
Banking system has changed a lot since Independence. From Cheques to Online money
transfers, from Branch visit to Net Banking. Latest technologies like UPI, Aadhaar based
Digital bank accounts, Online loan facilities etc has changed the way the banking system
worked in 20th century.

Customer experience has also changed since the emergence of digital banking. Today, be it
corporate, retail or small business banking, the tech-savvy customer now demands premium,
seamless experiences across all platforms and channels. Digitization in banking has shaken
up the old order. Anytime anywhere banking is now the norm and banks will have to offer
innovative, robust, secure and flexible solutions for the empowered customer.

ICICI Bank being India’s 2nd largest private bank is striving towards providing latest
financial technologies to its customers and has succeeded till now.

Post-Covid, already stressed banking sector saw its worst when loan recovery came to a level
which was unprecedented, banks unwilling to give fresh loans, people unable to repay loans
due to lockdowns, restrictions etc. Post-lockdowns, the banking sector came back with a
boom. It is expected that banking sector may see it’s golden period in this decade.

When targeting Micro-markets, a detailed assessment of profitability potential of each market

must be taken into account, by including growth patterns, service adoption behaviour of
consumers and future-predictive value within a micro market. Market saturation needs to be
an important variable so one must ask whether a particular micro-market is “overbanked” or
whether there’s room for another financial institution. A micro-market may have good appeal
on the surface but simply offer no more room for another institution to penetrate. And then,
look at the purchasing propensities of the population in each micro-market. Understanding
those dynamics is core to understanding the value each micro-market presents.

ICICI Bank limited has also planned to increase its growing mortgage business in micro-
markets in the periphery of major cities such as Ambala, Bikaner, Tuticorin, Bagchi etc.

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 REFERENCES & BIBLIOGRAPHY

· Vivek Kaul (2020) Bad Money: Inside the NPA Mess and How It Threatens the
Indian Banking System,
· Indian Institute of Banking and Finance (2007), Principles and Practices of Banking,
· Sandip Sen (2011) The Inside Story of Indian Banking,
· Helene Panzarino (1998), Reinventing Banking and Finance: Frameworks to navigate
global fintech innovation,
· Jonathan McMillan (2014), The End of Banking: Money, Credit, and the Digital
Revolution,
· Ramesh Singh (2017) Edition, Indian Economy,
· Sanjiv Verma (2019) Edition, The Indian Economy,
· Kothari C.R. ‘Research Methodology’
· NCERT Books of Economics

Websites

· www.pmjdy.gov.in
· Banking Sector in India: Market Size, Industry Analysis, Govt Initiatives | IBEF
· https://www.thehindubusinessline.com/money-and-banking/icici-bank-plans-
expansion-in-micro-markets-on-periphery-of-major-cities/article24329717.ece
· https://link.springer.com/article/10.1057/s41264-020-00082-w
· https://smallbusiness.chron.com/macro-micro-marketing-planning-strategies-
3239.html
· https://www.termscompared.com/difference-between-micro-marketing-and-macro-
marketing/
· https://timesofindia.indiatimes.com/business/india-business/sbi-launches-financial-
inclusion-and-micro-market-vertical/articleshow/76152538.cms
· https://www.icicibank.com/aboutus/about-us.page
· https://rbi.org.in/Scripts/BS_PressReleaseDisplay.aspx

QUESTIONNAIRE

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Kindly fill this questionnaire and information.

1. Name

…........................................

2. Gender
a. Male
b. Female
c. Prefer not to say
d. Other …................

3. Email

...............................................

4. Phone number

...............................................

5. Where are you from?

.....................................................

6. What is your age?

a. Less than 20
b. 21-30
c. 31-40
d. Above 50

7. What is your occupation?

a. Student

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 b. Business
c. Government employee
d. Private employee

8. What is average monthly income of your parents?

a. Less than 20,000
b. 20,000-40,000
c. 40,000-60,000
d. Above 60,000

9. Specify your bank type?

a. Public bank
b. Private bank

10. Name of your bank in which you have account?

...............................................................

11. How many accounts do you have?

a. One
b. Two
c. More than two

12. Which service you like in your bank?

…...........................................

13. Did you and your family have account in ICICI Bank?
a. Yes
b. No
c. Maybe

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 14. Are you interested in opening an account with ICICI Bank?
a. Yes
b. No
c. Maybe

15. If yes, tell the service you like to have?

.......................................

16. How long have you been using internet banking?

a. 1 year
b. 2 years
c. 3 years
d. 4 years
e. More than 4 years

17. How often do you use internet banking?

a. Weekly
b. Fortnight
c. Monthly
d. Quarterly
e. Occasionally

18. Any suggestion?

.............................................................

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