Effectiveness of Deposit Mobilization Strategies in lion international bank s. c (in case of city branches)

Abstract

The objective of the research is to make an assessment on deposit mobilization strategies of lion international bank s.c .Quantitative non- experimental research design was employed for the study. Non- experimental descriptive survey approach was used for analyzing, describing and for creating a causal relationship between the dependant variable and the independent variables at wider scale thus, to enable the researcher for better description of the strategies used. Both primary and secondary data sources were used for the study. In the study, it was found out that the most commonly used deposit mobilization strategies of lion international bank s.c were branch expansion, promotion and advertizing, door to door marketing and use of banking service technologies. The effect of branch expansion strategy on mobilizing more deposit was found high, while the impact of using banking service technologies is found low in relative term. Since there is a gap in lion international bank s.c on the development and introduction of new deposit products like: children’s savings, school savings, youth saving and health savings. It is therefore, strongly advised that they have to work on the introduction of these product areas. If, they want to expand their customer base and need to increase their deposit amount. lion international bank s.c are recommended to expand their branches through out the country rather than making high concentration only in major rural areas. It was also recommended to develop, introduce and promote their banking service packages to the wider rural society particularly to major pastoralists, big agricultural and cash crop sites.7 Since, it helps to increase their customer base, sustain and increase the amount of their deposit level and helps the lion international bank s.cto make their own contribution to economic development of the country in general