.

Aravali Institute of Management, Jodhpur

(An Institution of Marwar Education Foundation)

Local Industry Project Report

Kiosk Marketing in Jodhpur

Date: April 26, 2011

Submitted to: Submitted by:

Mr. Vishwas Gupta Ritu Ladwani
Assistant Professor PGP-1(PGDM-S)

1
 Acknowledgement

We are sincerely thankful to the various members who had spare their precious
time and showed us the lightening way to move ahead in the direction where
good things were waiting for us but also took keen interest in solving our
problems.

We are extremely grateful to our Faculty Guide Mr. Vishwas Gupta, Aravali
Institute of Management, Jodhpur for providing us guidance, pain-stacking efforts
keen abiding interest and constant encouragement, which helped in completing
our research work most successfully.

Finally we add special thanks to our Director Prof. Varun Arya, for their continued
support, inspiration and stimulation in the progress of this research. Above all
“The Grace of Almighty” to complete our research work most successfully in the
midst of so many hurdles and hardships encountered during our stay in field
area.

2
Table of content

3
Topic and Objective

Topic:
To Study Kiosk Marketing in Jodhpur

Objective:
To find out the effectiveness of ATM as a promotional tool for deciding
promotional strategies for banks in Jodhpur.

4
Introduction to Kiosk
A "Kiosk" by definition is a small stand-alone unit that performs a specific
function, generally without management intervention and is generally
intended to provide information to those that use it. Kiosks are generally
small, mobile, and are designed to help the consumer find information and
they can be strategically placed anywhere you wish to have a presence but
cannot or do not wish to have a person staff the location.

Kiosks can be as simple as an information center designed to hold brochures

or as complicated as a computer terminal designed to collect and distribute
information. On one end, an ATM is an example of a sophisticated
interactive kiosk with high security.

At the other end, an example would be a stand-alone rack of brochures on

home projects at Lowe’s. In the middle would be a kiosk that has a
computer and a touch screen that allows users to dig through information by
making menu choices and they can be enabled to allow the consumer to
enter their personal information so that you can contact them directly.

Kiosks have two general purposes. First, they are designed to deliver or
collect information to the consumer in the absence of a human. While they
obviously don’t have the ability to interact on the same level, they can
sometimes provide information or services to more than one individual at a
time, and they are terribly cost efficient in terms of delivering information.

Second, kiosks are meant to go wherever they are needed and stay there as
long as you want them there. As such, they are rugged attractive units that
break down easily and can generally be handled by one or two people.

Types of Kiosk:
1. Ticketing kiosks allows the customer to purchase a ticket for a show, ride, or
attraction.
2. A check-in kiosk is a type of kiosk that is designed to provide a customer
with a confirmation of a prior payment.

5
 3. Food ordering station. These devices allow dining-in or take-out customers
to place their order and make their payment without having to be waited on
by an employee of the restaurant
4. Postal kiosk-These relatively new devices allow customers to go to the post
office and handle their own postal needs.
5. But the most common type of kiosk is an ATM, first used twelve years ago
in convenience stores.

Kiosk Marketing
Kiosk marketing is a tool for direct marketing that uses the consumer-direct (CD)
channels to reach and deliver goods and services to customers without using
marketing middlemen (intermediary).

ATM –Kiosk that we chose for our research:

The reasons behind choosing ATM for our study are:
1. It is the most common available kiosk locally
2. People are aware about its functions
3. This is the kiosk of banking and finance industry and people of Jodhpur give

more preferences to this industry.

6
Introduction to ATMs
Automated teller machines (ATMs) were the first well-known machines to
provide electronic access to customers. With advent of Automated Teller
Machines (ATM), banks are able to serve customers outside the banking hall.
ATM is designed to perform the most important function of bank. It is operated by
plastic card with its special features. The plastic card is replacing cheque, personal
attendance of the customer, banking hour’s restrictions and paper based
verification. ATMs have made hard cash just seconds away all throughout the day
at every corner of the globe. ATMs allow you to do a number of banking functions
– such as withdrawing cash from one’s account, making balance inquiries and
transferring money from one account to another – using a plastic, magnetic-strip
card and personal identification number issued by the financial institution

Indian ATM industry

This industry has seen explosive growth in recent times. ATMs represent the
single largest investment in the electronic channel services for the Banks. In India,
HSBC set the trend and set up the first ATM machine here in 1987. Since then,
they have become a common sight in many of our metros. Automated Teller
Machines (ATMs) have gained prominence as a delivery channel for banking
transactions in India. Banks have been deploying ATMs to increase their reach.
While ATMs facilitate a variety of banking transactions for customers, their main
utility has been for cash withdrawal and balance enquiry. As at the end of October
2007, the number of ATMs deployed in India was 31,078. According to some
estimates the total cash movement through ATMs across India was around Rs.
70,000 crore in FY 06. Clearly, industry watchers forecast a bright future for
ATMs in India. While the ATM is a great service for customers, for the banks it
means immense savings on the cost of operations. While a typical cash transaction
carried out in a bank’s branch premise would cost Rs 40 that in an ATM will only
cost Rs18translating into a cost saving of Rs. 22 per transaction.

ATM Networks
The ATMs of a bank are connected to the accounting platform of the bank through
ATM switches. Inter-bank ATM networks are created by setting up apex level
switches to communicate between the ATM switches of different banks. The inter-
bank ATM networks facilitate the use of ATM cards of one bank at the ATM(s) of
other banks for basic services like cash withdrawal and balance enquiry. Banks

7
owning the ATMs charge a fee for providing the ATM facility to the customers of
other banks. The ATM deploying bank from the card issuing banks recovers this
fee referred to as ‘interchange fee’. However the interchange fee is not fixed across
banks and depends on the terms of bilateral / multilateral arrangements. Banks
with larger ATM network treat interchange fee as an important stream of revenue.

8
Research Methodology

• Research Method
o Descriptive Research Design

• Data Collection
o Primary Data (Questionnaire and Interview)

o Secondary Data (websites and books)

• Sampling Method
 Simple Random Sampling
• Confidence Interval: 10
• Confidence Level : 95%
• Universe : 2545775 (no. of account holders)
• Sample size : 96 customers

9
Data Analysis
Q1. .What is the Media through which you got to know about the services of the bank?

Count of Media you use

Media you use Total
Magazines 4%
Newspaper 15%
No.of ATMs 34%
No.of branches 7%
Radio 5%
Television 17%
Word of mouth 18%
Grand Total 100%

Q2. . How often do you use ATM?

Count of Often use ATM

Often use ATM Total
Occasionally 43.75%
Regularly 56.25%
Grand Total 100.00%

10
Q3. Do you come across any kind of advertisements in the form of display messages while using
ATM?

Count of
Advertisement
Advertisement Total
No 30.21%
Yes 69.79%
Grand Total 100.00%

Q4. Do you read those advertisements?

11
 Count of Questionnaire
Read advertisement Total
No 40.63%
Yes 59.38%
Grand Total 100.00%

Q5. Do you face problem regarding the language of the instructions given?

Problem faced
regarding language Total
No 74
Yes 22
Grand Total 96

Q6. If yes than in what language you would feel comfortable:

Count of Problem faced regarding

language Read advertisement
Language prefer Yes
English 41
Hindi 16
Grand Total 57

12
Q7.What percentage does each advertisement tool effect your buying behaviour:

Hoardings 10.98958
TV 15.41667
Radio 10.26042
Newspaper 16.66667
ATM 21.04167
Word of
mouth 11.71875
Branch 12.44792

13
 Q8. Rate ATM on the following criteria (on a 10 point scale):

Count of
Location
Bank Total
HDFC 16.67%
ICICI 37.50%
PNB 17.71%
SBI 28.13%
Grand Total 100.00%

Q9. Mark the following on the basis of problems faced by your ATM

Bank Name type Total

Cards blocked never 83.33%
often 7.29%
rarely 9.38%
Cards blocked
Total 100.00%
Grand Total 100.00%

14
 2. Count of type
Name type Total
ATM out of cash never 85.42%
often 6.25%
rarely 8.33%
ATM out of cash
Total 100.00%
Grand Total 100.00%

3. Count of type
Name type Total
Non Printing statement never 100.00%
Non Printing statement
Total 100.00%

15
Grand Total 100.00%

16
 Count of Machine out of
4. order
Machine out of order Total
never 95.83%
often 1.04%
rarely 3.13%
Grand Total 100.00%

5. Count of fake
notes
fake notes Total
never 95.83%
6. Countrarely
of Wrong 4.17%
statement
Grand Total 100.00%
Wrong statement Total
never 100.00%
Grand Total 100.00%

17
7. Count of poor visibility
poor visibility Total
never 100.00%
Grand Total 100.00%

Count of Reduction in
cash
Reduction in cash Total
never 97.92%
rarely 2.08%
Grand Total 100.00%

18
 Count of No guard
No guard Total
never 84.38%
often 5.21%
rarely 10.42%
Grand Total 100.00%

Count of A.c not working

A.c not working Total
never 70
often 20
rarely 6
Grand Total 96

Count of Rude behavior of

guard
Rude behavior of guard Total
never 94

19
 often 1
rarely 1
Grand Total 96

Q10. Please mark any one of the following:

Post purchase Highly Agree Neutral Disagree Highly

behavior agree disagree

Continous to use this ATM in future:

20
Count of type
Name type Total
Continuous to use this ATM in
future agree 17.71%
disagree 1.04%
highly agree 78.13%
highly
disagree 1.04%
neutral 2.08%
Continuous to use this ATM in future Total 100.00%
Grand Total 100.00%

21
Recommend this ATM to others:

Count of type
Name type Total
Recommend this ATM to
others agree 28.13%
highly
agree 63.54%
neutral 8.33%
Recommend this ATM to others Total 100.00%
Grand Total 100.00%

22
Findings:
1. The best media through which people come to know about the services of
the bank is the count and visibility of ATM in the city rather than other
medias
2. 56.25% of people use ATM regularly through which they get regularly
updated about the services.
3. 69.79% of people read those advertisements.
4. People don’t have issues regarding language
5. Most of the people are comfortable with English language
6. Amongst all the advertisements tool ATM got the maximum weights
followed by newspaper, TV, word of mouth, no. of branches and Hoardings
and radio.
7. Than we listed out the various problems as the no. of times faced by the
customer in which like cards get blocked, ATM out of cash AC not working
etc were the criteria’s but it was surprising to know that most of the people
have problems with AC not working and no other problem was really faced
by the customer.
8. 78.13 people were highly agree to continue to use ATM in future whereas
63.54% of people were highly agree in recommending this ATM to others

23
Recommendations:
• In a pilot survey done with various banks it was found that banks mostly
invest in television and newspapers rather than ATMs but in this research
ATM proved to be the most effective marketing tool therefore banks like
HDFC and PNB should go for more ATMs in the city for their brand
visibility.
• The problems were not found in large nos. still in small percentage also they
create a poor image for the bank and customers switch to other banks
therefore the banks should aim for excellence
• Updating technology with time is need of the hour as many touch screen
kiosks are available in market but ATMs in Jodhpur are still that of older
times.
• More and more advertisements should be displayed on ATM screens as it
has proved its effectiveness as promotional tool.

24
 Conclusion:
At the end it can be concluded that ATM is highly effective as a promotional
tool but banks are not utilizing its effectiveness as they are investing more in
newspapers, hoardings and television to communicate their services to
customers whereas only 10.98% people have given weights to this media so
their this investment is not proving to be fruitful therefore more weitage of
investment should be done by increasing the no. of ATMs in the city as well as
displaying more advertisement on ATMs.

Bibliography:
 http://design-marketing-dictionary.blogspot.com/2009/09/kiosk-marketing.html
 http://www.hashkiosk.com/retail.html
 Official sites of related banks
 Past report on ATM
 http://www.atmmarketplace.com
 http://www.atmsite.com
 www.kiosks.co.nz/downloads/KioskMarketingTips.pdf
 www.seniormag.com › Marketing
 www.selfserviceworld.com
 www.ratekhoj.com
 http://www.blurtit.com/q571526.html
 Research methodology(methods & techniques) by CR Kothari.
 Marketing Management by Philip Kottler

25
 Kiosk marketing
Questionnaire
Objective: - To find out the effectiveness of ATM as a promotional tool for deciding
promotional strategies for banks in Jodhpur.
Name_______________________ Qualification____________________
Address_____________________
____________________________
Q1.What is the Media through which you got to know about the services of the bank?
o Newspaper

o Radio

o Television

o Magazines

o Word of mouth

o No. of ATMs

o No. of branches

Q2. How often do you use ATM?

o Regularly

o Occasionally

Q3. Do you come across any kind of advertisements in the form of display messages while using
ATM?
o Yes

o No

Q4. Do you read those advertisements?

o Yes

o No

Q5. Do you face problem regarding the language of the instructions given?

o Yes

o No

Q6. If yes than in what language you would feel comfortable:

o English

o Hindi

26
 o Regional_____

Q7.What percentage does each advertisement tool effect your buying behaviour:

Advertisements Weight
tools

1. Hoardings

2. TV

3. Radio

4. Newspaper

5. ATM

6. Word of
mouth

7. Branch

Total 100

Q8. Rate ATM on the following criteria(on a 10 point scale):

Criteria ICICI HDFC PNB SBI
Location
Reasonability of fee
charged Q9. Mark
24/7 cash availability the
Security and trust following on
Time the basis of
consumption/speed problems
View account statement faced by
Request a cheque book your ATM
Cheque deposit
Criteria
Cash deposit Often Rarely Never
Cards get blocked
Withdrawal of cash
Money out of cash
Non printing of statement
Machine out of order
Soiled/fake notes
Wrong amount of statement
Poor visibility of statement
Reduction in cash without payment
Non availability of guard
A.C. not working
Rude behavior of guard

27
Q10. Please mark any one of the following:

Post purchase Highly Agree Neutral Disagree Highly

behavior agree disagree

1. Continuous to
use this ATM in
future

2. Recommend this
ATM to others

28
29