INTRODUCTION TO THE TOPIC

Consumer perceptionis equivalent to making sure that product and service performance meets consumer expectations. It is the perception of the consumer that the outcome of a business transaction is equal to or greater than his/her expectation. Consumer perceptionoccurs when the acquisition of products and /or services provides a minimum negative departure from expectations when compared with other acquisitions and when the marginal utility of a transaction is equal to or greater than preceding acquisitions.

Consumer perceptionoccurs when the perception of the reward from the purchase of goods or services by the consumer meets or exceeds his/her perceived sacrifice. The perception is a consequence of matching past purchase and consumption experience with the current purchase.

Consumer perception and perception: When we talk about consumer perception and/or perception we talk about creativity. Creativity allows us to handle or diffuse problems at hand or later on rather in the process of conducting the everyday business. We talk about how or what does the organi!ation have to do to gain not only the sale but also the loyalty of the consumer. We want to know the payoff of the transaction both in the short and long term. We want to know what our consumers Want" We want to know if our consumers are satisfied. perception #f course means that what we delivered to a consumer met the consumer$s %pproval. We want to know if consumers are delighted and willing to come &ack and so on. 'leiss ( and 'eldman ) present examples of that delightfulness in their writings. 'leiss has written about &en and *erry$s ice cream and 'eldman has discussed excellence in a cab ride. %s important as delightfulness is some of us minimi!e it or even totally disregard it. %t this point we fail. +ome of the issues that will guarantee failure in sales perception and loyalty are,

-mployees must adhere to a rigid chain of command -mployees are closely supervised Conflict.in whatever form.is not allowed /ewards are based on carrot0and0stick principles Wrong ob1ectives are measure.

We must understand consumer expectation levels concerning quality. We must also understand the strategy for consumer perception quality and next we must understand the measurement and feedback cycles of Consumer perception. The consumer is the person or unit receiving the output of a process on the system. In fact it is worth emphasi!ing that a consumer can be the immediate intermediate or ultimate consumer. %lso a consumer may be a person or persons or a process or processes. Consumer perception however is when the consumer is satisfied with a product/service that meets the consumer$s needs wants and expectations.

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OVERVIEW
ICICI Bank 5formerly Industrial Credit and In estment Corporation o! India"# ICICI 2imited was established in 6788 by the World &ank the 9overnment of India and the Indian Industry for the promotion of industrial development in India by giving pro1ect and corporate finance to the industries in India. ICICI &ank has grown from a development bank to a financial conglomerate and has become one of the largest public financial institutions in India. ICICI &ank has financed all the ma1or sectors of the economy covering : ;<; companies and 6: ;86 pro1ects. %s of =arch )6 (>>> ICICI had disbursed a total of /s.6 6) >?> crores since inception. ICICI Bank $act $iles: Total assets: /s.6<: (6< crore 5@ecember )6 (>><A Net%ork: 8)> branches &T's: #ver 6 ;;> &(road )u(sidiaries: 3nited Bingdom and Canada &(road (ranc*es: +ingapore and &ahrain Representati e o!!ices: 3nited +tates China 3nited %rab -mirates and &angladesh and +outh %frica.

ICICI &ank is IndiaCs second0largest bank with total assets of about /s. ( 86).;7 bn 53+D 8:.) bnA at =arch )6 (>>: and profit after tax of /s. (8.<> bn 53+D 8:7 mnA for the year ended =arch )6 (>>: 5/s. (>.>8 bn 53+D <<7 mnA for the year ended =arch )6 (>>8A. ICICI &ank has a network of about :6< branches and extension counters and over ( (>> %T=s. ICICI &ank offers a wide range of banking products and financial services to corporate and retail consumers through a variety of delivery channels and through its speciali!ed subsidiaries and affiliates in the areas of investment banking life and non0life insurance venture capital and asset management. ICICI &ank set up its international banking group in fiscal (>>( to cater to the cross border needs of clients and leverage on its domestic banking strengths to offer products internationally.

ICICI Bank 5&+-, ICICIA 5 Industrial Credit and In estment Corporation o! India A is IndiaCs largest private sector bank in market capitali!ation and second largest overall in terms of assets. &ank has total assets of about 3+@ 6>> billion 5at the end of =arch (>>;A a network of over 6 <76 branches (( regional offices and <7 regional processing centers about < <;8 %T=s 5at the end of +eptember (>>;A and (< million consumers 5at the end of *uly (>>?A. ICICI &ank offers a wide range of banking products and financial services to corporate and retail consumers through a variety of delivery channels and speciali!ed subsidiaries and affiliates in the areas of investment banking life and non0life insurance venture capital and asset management. 5These data are dynamic.A ICICI &ank is also the largest issuer of credit cards in India. ICICI &ank has got its equity shares listed on the stock exchanges at Bolkata and 4adodara =umbai and the Eational +tock -xchange of India 2imited and its %@/s on the Eew Fork +tock -xchange 5EF+-A.

RE)E&RCH 'ETHODO+O,-

Data Collection Tec*ni.ues: This pro1ect consists of two parts. The first part is a study of the banking industry ICICI &ank using secondar/ data sources. This secondary information has been sourced from the internet and from business related maga!ines and newspapers. The second part of the study has been done using an exploratory research process and a structured questionnaire was developed for this purpose. 'or the collection of primar/ data this was the only method used. The reason I used this method is because a need was felt for the free influx of information about the products. %lso this method allowed the use of skills gained in class. )ample Desi0n: The population considered for the purpose of the survey was people residing mathura )amplin0 Tec*ni.ue Used: +ince the information required was not of a very technical nature and also looking at the scope of the pro1ect and the extent of the target segment the sampling technique employed was Convenience +ampling. I administered the questionnaires.

)ample )i1e:

I have restricted the sample si!e to 8> respondents. This was done keeping in mind the time constraints and the fact that I felt that this number would be enough to serve the information needs required to show the trends.

O(2ecti e

6. To draw the C#E+3=-/ G-/C-GTI#E IE Icici bank (. To identify the ma1or attributes of consumer perception. ). To study consumer perception about ICICI &%EB 2td. <. To identify and study the various ways of ensuring consumer perception adopted by ICICI &%EB.

NEED FOR THE STUDY:

People have always been central to organizations, but their strategic importance is growing in todays knowledge based industries. An organizations success increasingly depends on the knowledge, skills and abilities of employees, particularly as they help establish a set of core competencies that distinguish and organization from its competitors. With appropriate iocl policies and practices an organization is based on consumer perception functions keeping in view of significance the researchers has undertaken the study to know the employees opinion regarding the activities in the organization

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