A STUDY ON INVESTOR AWARENESS AND SCHEME UNDERSTANDING IN ESAF

The study investigates the awareness of investors regarding the schemes provided by ESAF Small Finance Bank, a notable microfinance institution in India. Despite the bank's significant role in promoting rural economic development and enhancing financial inclusion, a notable gap exists in potential investors' awareness of its growth potential. The study highlights the necessity for increased awareness among investors about ESAF's initiatives and capabilities as a small finance bank. Additionally, the preferences of customers regarding various service and savings schemes offered by ESAF are examined. Basic offerings, such as Savings and Current Accounts, show moderate preference levels, while specialized products like Retail Loans and Insurance policies enjoy greater favour. A snowball sampling technique was employed, with a final sample size of 108 respondents from the Palakkad District of Kerala. Data analyses were conducted using descriptive statistics and the Friedman rank test. The findings emphasize the importance of aligning marketing strategies and product development with the diverse needs of customers. The study also advocates for ESAF to utilize insights into customer preferences to refine its service offerings, improve customer satisfaction, and promote sustainable growth. Addressing the lack of investor awareness and adapting to the evolving needs of customers is crucial for ESAF Small Finance Bank to strengthen its market position and effectively contribute to rural economic development and financial inclusion.