Application of Multidimensional Scaling Model towards Positioning of Commercial Banks: A Case Study of Public Sector v/s Private Sector Banks.

Mustafa RAZA RABBANI, Dr. Mohammad Kamalun Nabi

Abstract


ABSTRACT
Banks today are operating in a highly competitive and dynamic environment as there are too many players competing with each other to secure market share. It is very difficult for a bank to identify its potential competitors. Therefore, for each bank it is important to develop a well thought marketing strategy keeping in mind the strengths and weaknesses of its closest competitors in the industry.
The present research paper attempts to identify the closest competitors of major public sector and private sector bank. And also to find out if there is any need to reposition banks on the basis of customers’ perception.
The research work is exploratory as well as descriptive in nature. Primary data has been collected from customers of public and private sector banks residing in Delhi/NCR with the help of a structured questionnaire. Similarity v/s dissimilarity approach of Multidimensional Scaling Model has been used to analyze the data.

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