Marketing Effectiveness in Consumer Banking

The study of Marketing Effectiveness in Indian Consumer Banking through customer judgement provides strategies. Examined in the first chapter with special emphasis on the on going steps taken by both Government of India and Reserve Bank of India. The second chapter entitled “Research Design and Methodology”, explains the procedure followed in developing and designing the objectives, hypotheses, methodology. The third chapter, viz., “Product Adequacy and Suitability” measures the level of marketing effectiveness in Indian banks. Forth chapter entitled “Price Reasonability” attempts at finding out the rationality behind interest rate structure. In the fifth chapter, viz., “Place Managing Effectiveness” the aspects relating to branch location. Sixth chapter focuses upon the effective utilization of available promotional tools. Next chapter measures the efficiency and effectiveness of bank staff. Finally the strategy for marketing effectiveness in Indian consumer banking formulated through MKTEFFECT.