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NSI in its new mandate has given importance to Market Research to conduct study of specific problems and opportunities related to Small Savings. National Savings Institute is responsible for marketing various small savings products of Ministry of Finance through different distribution channels i.e. Banks and Post Offices.

The basic objective of Market Research is to create new products and restructure the old products, to meet the requirements of different segments of investors and also to find different product-preference by different segments of the investors.

Some of the areas were identified and Market Research was conducted on under mentioned topics- .

  1. Small Savings in Karnataka- distribution of collections between urban and rural areas.
  2. Impact of Income Tax in the transaction of Small Savings Products among small investors.
  3. Investment pattern among different income groups.
  4. PPF and NSC VIII – Distribution of account and collections between tax and non-taxpayers.
  5. Product preference of investors from different age groups.
  6. The role of agents in marketing of small savings products.
  7. Investor’s preference for different financial distribution channels.

To conduct the Market Research, NSI used the services rendered by N.S.S.O. as well as the students from the different Business Schools located in Regional Centers. During Market Research various techniques were adopted for Defining problems and Research objectives, Developing the research plans, Collecting various information, Analyzing the information and presenting the findings of research to the Ministry of Finance, Govt. of India, for taking policy decisions.

Findings of Market Research

1. “Distribution of Collection between Urban and Rural Areas in Karnataka”


  • The savings in the urban areas in all categories is considerably higher than the percentage of saving in rural areas.
  • Secure return and tax exemption are the main factors which motivate the salaried class and self-employed group.
  • The message of small savings has not fully reached in the rural and far flung areas.
  • The middle –aged persons of the society are showing keen interest in National Savings Products, whereas youngsters are not that much interested for investments in National Savings Products.
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