A STUDY ON COOPERATIVE BANKS IN INDIA WITH SPECIAL REFERENCE TO MARKETING STRATEGIES

Authors

  • Dr. Vijaya Jyothi Nethala Associate Professor, Department of Management Studies, Gayatri Vidya Parishad College for Degree and PG courses, Visakhapatnam
  • Mr. Firozkhan.I.Pathan Research Scholar, Research Resources Centre (RRC) Visvesvaraya Technological University Belaqavi-590018
  • Mr. S. Chandra Sekhar Assistant Professor (Finance), Department of Management Studies, Sree Vidyanikethan Institute of Management, Tirupati, A.P

Keywords:

Rural Bank, Strategic Marketing, Performance, Rural Marketing Environment, Digital Services

Abstract

This research looks at the marketing and operations practises of rural banks in India's When used in this context, "marketing strategy" refers to any set of actions taken with the intention of increasing demand for a certain product or service. In light of the increased competitiveness in the banking industry, the use of this term has become widespread. Banks, including rural banks, need to employ effective marketing strategies in their operations to please clients in a first-class way in today's fiercely competitive marketplace and rapidly evolving client desires and requirements within the business landscape. Consumers' shifting tastes and preferences in the modern economy have driven banks both small and large to adapt in order to stay competitive and retain their clientele. Inevitably, this will raise the bar for service across the sector, which in turn will stimulate growth in the economy. To stay ahead of the competition, banks need to develop and implement strategies that provide them a distinct advantage. Providing excellent customer service is a crucial component in maintaining a competitive edge. The study's overarching purpose was to learn more about the methods Rural Bank uses in its marketing efforts to win new clients and keep existing ones happy. The information used for the study comes from both primary and secondary sources related to rural banking.

References

• P. Kotler and Keller. (2009). Marketing Management (13th Edition). Prentice Hall.

• Peter and Donnelly. (2003). Marketing Management Knowledge and Skills (10th Edition). Pg.247.

• P. Kotler and G. Armstrong. (2010). Principles of Marketing (13th Global Edition). Pearson.

• Cannon. (1998). Marketing Principles and Practice. Yahoo search.

• Johnson, Scholes and Whittington. (2010). Strategic Marketing (6th Edition).

• Kudiabor, C.D.K. (1974). Policy Objectives and Strategies for Integrated Rural Development in Ghana. Rural Development in Ghana. Ghana Universities Press, Accra,

Ghana, 26-32.

• K. Baku. (2001). Fundamentals of Marketing, Pg.7.

• G. Hooley, J. Saunders and N. Piercy. (2004). Marketing Strategy and Competitive Positioning (3rd Edition). Prentice Hall. Pg.17.

• Ahmed, Rais (2009), "Cooperative Management and Development Text & Cases", Mittal Publications, New Delhi, Vol. I, II, III.

• Balan, T.S. (1999), "Cooperation- Principles and Practice", United Publishers, Kanpur.

• Das, Bishnu Mohan (2008), "Financial Inclusion through co-operative Banking : A Vital Tool for Rural Development", Economic Affairs, Vol. 3, Qr. 2, pp. 113-120.

• Ganesan, N. (2006), "A study on the Performance Analysis of the State Co-operative Banks in India", Prajnan, Vol. 34, No. 4, pp. 311-321.

• Goel, Promila (1984), "The Menacing Problems of Overdues of Credit Co-operatives : An Indepth study of Rajasthan", Indian Co-operative Review, Vol. 21, No. 3

• Govidrarajan, K. and Robindro, Singh N. (2006), "Analysis of the Profitability of The Tamil Nadu State Apex Co-operative Bank Ltd.", Indian Co-operative Review, Vol. 43, No. 4, pp. 676-685.

• Hooda, Vijay(2011), "State Co-operative Banks and Scheduled Commercial Banks: A Comparison of Three Financial Ratios", International Journal of Computing and Business Research, Vol.2, Issue 2

• Kothari, C.R. (2004), "Research Methodology - Methods and Techniques", New Age International (P) Limited, Publishers, New Delhi.

• Lakeshmanan, C. & Gowthaman, C. (2008) "Performance of UCB in Namakkal (UBCO)," Indian Co-operative Review, Vol. 46, No.l, pp. 44-52.

• Madan, G.R. (2007), "Co-operative Movement in India", Mittal Publications, New Delhi

• Basha, S. M., & Ramaratnam, M. S. (2017). Construction of an Optimal Portfolio Using Sharpe's Single Index Model: A Study on Nifty Midcap 150 Scrips. Indian Journal of Research in Capital Markets, 4(4), 25-41.

• Krishnamoorthy, D. N., & Mahabub Basha, S. (2022). An empirical study on construction portfolio with reference to BSE. Int J Finance Manage Econ, 5(1), 110-114.

• Basha, M., Singh, A. P., Rafi, M., Rani, M. I., & Sharma, N. M. (2020). Cointegration and Causal relationship between Pharmaceutical sector and Nifty-An empirical

Study. PalArch's Journal of Archaeology of Egypt/Egyptology, 17(6 ), 8835-8842.

• JagadeeshBabu, M. K., SaurabhSrivastava, S. M., & AditiPriya Singh, M. B. S. (2020). INFLUENCE OF SOCIAL MEDIA MARKETING ON BUYING BEHAVIOR OF

MILLENNIAL TOWARDS SMART PHONES IN BANGALORE CITY. PalArch's Journal of Archaeology of Egypt/Egyptology, 17(9 ), 4474-4485.

Downloads

Published

2022-12-31

How to Cite

Jyothi Nethala, D. V., .I.Pathan, M. F., & Sekhar, M. S. C. . (2022). A STUDY ON COOPERATIVE BANKS IN INDIA WITH SPECIAL REFERENCE TO MARKETING STRATEGIES. The Journal of Contemporary Issues in Business and Government, 28(4), 584–593. Retrieved from https://cibgp.com/au/index.php/1323-6903/article/view/2501

Issue

Vol. 28 No. 4 (2022): The journal of contemporary issues in business and government

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

You are free to:

  1. Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
  2. Adapt — remix, transform, and build upon the material for any purpose, even commercially.
  3. The licensor cannot revoke these freedoms as long as you follow the license terms.

Under the following terms:

  1. Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
  2. No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.

Notices:

You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .

No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.