Abstract
In recent years, banks in India have not been able to mobilize surplus funds owing to the rapid emergence of competitive non-banking financial institutions. Non-fund based banking services have been underutilized by customers because of low awareness and this has affected banks' profitability.
In this article, Bhattacharyay presents a marketing approach to promoting banking services and mobilizing deposits. Using primary data obtained from a country-wide survey of 19,000 households, Bhattacharyay has identified different segments of the customers which could be tapped by identifying their current and future needs and providing an appropriate range of services.
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