Volume : VI, Issue : V, May - 2017

MARKETING MIX IN SAPTAGIRI GRAMEENA BANK

Dr. Padmavathi Agarwal, Prof. B. Bhagavan Reddy

Abstract :

 Saptagiri Grameena Bank (SGB) was formed with the merger of Sri Venkateswara Grameena Bank and Kanakadurga Grameena Bank on 01.07.2006. The operational area of the SGB is spread over Chittoor and Krishna districts in the state of Andhra Pradesh (A.P.). The bank is with 188 anches, of which, 128 are rural, 43 semi-urban and 17 urban. The bank has 179 ATMs. The paid up capital is contributed by government of India, sponsor bank and government of A.P. in the ratio of 50 per cent, 35 per cent and 15 per cent respectively. The SGB provides financial services to its customers. In this task, service marketing mix plays an important role. It consists of various elements of marketing programme. In this article, an attempt is made to discuss the elements of service marketing mix i.e., product, price, place, promotion, people, process and physical evidence with reference to SGB. The focus is on fairness and transparency in pricing, convenience of distribution, behavior of employees, customer education, tangibility and process through technology.

Keywords :

Article: Download PDF    DOI : https://www.doi.org/10.36106/gjra  

Cite This Article:

Dr. Padmavathi Agarwal, Prof. B.Bhagavan Reddy, MARKETING MIX IN SAPTAGIRI GRAMEENA BANK, GLOBAL JOURNAL FOR RESEARCH ANALYSIS : VOLUME-6 | Issue‾5 | May‾2017

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