“A STUDY ON COOPERATIVE BANK IN INDIA WITH SPECIAL REFERENCE TO MARKETING STRATEGIES”

Abstract

Banking business has done wonders for the world economy. The simple looking method of accepting money deposits from savers and then lending the same money to borrowers, banking activity encourages the flow of money to productive use and investments. This in turn allows the economy to grow. In the absence of banking business, savings would sit idle in our homes, the entrepreneurs would not be in a position to raise the money, ordinary people dreaming for a new car or house would not be able to purchase cars or houses. The government of India started the cooperative movement of India in 1904. Then the government therefore decided to develop the cooperatives as the institutional agency to tackle the problem of usury and urban indebtedness, which has become a curse for population. In such a situation cooperative banks operate as a balancing centre. This research looks at the marketing and operations practises of Cooperative Bank 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. 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 Cooperative 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 Cooperative banking.