TABLE OF CONTENTS CHAPTER LIST OF TABLES 1 LIST OF CHARTS INTRODUCTION 1.1. INDUSTRY PROFILE 2. 3. 1.2.

COMPANY PROFILE OBJECTIVES RESEARCH METHODOLOGY 3.1. RESEARCH DESIGN 3.2. SAMPLING DESIGN 3.3. STATISTICAL TOOLS USED 4. 5 6 7 8 9 10 11 12 13 NEED FOR STUDY SCOPE OF STUDY LIMITATIONS ANALYSIS & INTERPRETATION FINDINGS SUGGESTIONS MY EXPERIENCES CONCLUSION BIBLIOGRAPHY ANNEXURE 23 25 27 29 62 64 66 73 75 77 PARTICULARS PAGE 1 2 4 9 17 19

LIST OF TABLES TABLE NO 1 2 3 4 5 6 7 GENDER OCCUPATION OF THE RESPONDENTS ANNUAL INCOME LEVEL OF RESPONDENTS USAGE OF SHAREKHAN SOURCE OF INFLUENCE AWARENESS OF THE PRODUCTS MARKET OPPORTUNITIES FOR SHAREKHAN IN 8 FUTURE FEATURES OF SAHAREKHAN BASIS OF TRADING COMFORTABLE WITH NEWLY OPENED BRANCHES NO.OF COMFORTABLE RESPONDENTS SATISFICATION LEVEL OF SHAREKHAN BROKERAGE RATE OF THE CHARGES. MAXIMUM RISK READY TO TAKE 44 PAGE NO 30 32 34 36 38 40 42

TITLE AGE LIMIT OF RESPONDENTS

9 10 11 12 13 14 15

46 48 50 52 54 56 58

LIST OF CHARTS 1|Page

CHART NO 1 2 3 4 5 6 7 GENDER

TITLE AGE LIMIT OF RESPONDENTS

PAGE NO 31 33 35 37 39 41 43

OCCUPATION OF THE RESPONDENTS ANNUAL INCOME LEVEL OF RESPONDENTS USAGE OF SHAREKHAN SOURCE OF INFLUENCE AWARENESS OF THE PRODUCTS MARKET OPPORTUNITIES FOR SHAREKHAN IN

FUTURE FEATURES OF SAHAREKHAN BASIS OF TRADING COMFORTABLE WITH NEWLY OPENED BRANCHES NO.OF COMFORTABLE RESPONDENTS SATISFICATION LEVEL OF SHAREKHAN BROKERAGE RATE OF THE CHARGES. MAXIMUM RISK READY TO TAKE

45

9 10 11 12 13 14 15

47 49 51 53 55 57 59

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CHAPTER 1 INTRODUCTION

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INDUSTRY PROFILE

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1.1 INDUSTRY PROFILE Origin of stock broking in India The origin of stock broking in India goes back to a time, when shares, debentures and bonds representing title to property were first issued on the condition of transfer from one person to another. The earliest record of dealings in securities in India is the East India Companys loan securities. The advent of the companies Act 1850 and subsequent introduction of the principle of limited liability, made investments in stocks and shares popular. Though stock broking was practiced in Calcutta as early as 1836, the members of the broking profession had neither any code of conduct for their guidance, nor any permanent place for congregation. The stock brokers obviously, significant role in the stock market. Stock broker means a member of a recognized stock exchange who deals in securities. Until 1988, stock exchanges were more or less self-regulatory organizations. Their regulations covered the entire gamut of operations of stockbrokers. However, they had not been discharging their self-regulatory role well, resulting into malpractices in trading, settlement and transfer of securities. Ever since the Securities and Exchange Board of India (SEBI) assumed the monitoring function of brokers, stock broking is emerging as a professional service in tune with the requirements of mature and sophisticated stock exchanges in the country, replacing its traditional closed character as inherited family business. To act as a broker, certificate of registration from the SEBI is mandatory. It is empowered to impose conditions while granting the certificate that as a member of a stock exchange he has to abide its rules, regulations and bye-laws, pay the prescribed fee and take adequate steps for the redressal of investors grievances within one month of the receipt of the complaint and keep the SEBI informed about the number, nature and other particular of such complaints.

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DEPOSITORY PARTICIPANT A Depository Participant (DP) is described as an agent of the depository. They are the intermediaries between the depository and the investors. The relationship between the DPs and the depository is governed by an agreement made between the two under the Depositories Act. In a strictly legal sense, a DP is an entity who is registered as such with SEBI under the provisions of the SEBI Act. As per the provisions of this Act, a DP can offer depository-related services only after obtaining a certificate of registration from SEBI. SEBI (D&P) Regulations, 1996 prescribe a minimum net worth of Rs. 50 lakh for stockbrokers, R&T agents and non-banking finance companies (NBFC), for granting them a certificate of registration to act as DPs. If a stockbroker seeks to act as a DP in more than one depository, he should comply with the specified net worth criterion separately for each such depository. No minimum net worth criterion has been prescribed for other categories of DPs. However, depositories can fix a higher net worth criterion for their DPs. NSDL requires a minimum net worth of Rs. 100 lakh to be eligible to become a DP as against Rs. 50 lakh prescribed by SEBI (D&P) Regulations. ACTING AS A PRINCIPAL Stockbrokers also sometimes or exclusively trade on their own behalf, as a principal, speculating that a share or other financial instrument will increase or decline in price. In such cases the term broker makes little sense and the individuals or firms trading in principal capacity sometimes call themselves dealers, stock traders or simply traders. [A stock broker is just the main part of being a City Trader. Other types of City Trading include working in the Foreign Exchange.

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STOCK BROKER `Investor requires a Stock Broker to buy and sell shares in stock exchanges (BSE, NSE etc.). Stock Broker is registered member of stock exchange. A stock broker can register to one or more stock exchanges. Only stock brokers can directly buy and sell shares in Stock Market. An investor must contact a stock broker to trade stocks. Broker charge commissions (brokerages) for their service. Brokerage is usually a percent of total amount of trade and varies from broker to broker. A stock broker is a person or a firm that trades on its clients behalf, the customer tell the broker what they want to invest in and they will issue the buy or sell order. Some stock brokers also give out financial advice. It wasnt too long ago and investing was very expensive because the customer had to go through a full service broker which would give them advice on what to do and would charge them a hefty fee for it. Now there are a plethora of discount stock brokers. STOCK BROKING SERVICES A transaction on a stock exchange must be made between two members of the exchange an ordinary person may not walk into the Bombay Stock Exchange (for example), and ask to trade stock. Such an exchange must be done through a broker. There are three types of stock broking service. Execution-only, which means that the broker will only carry out the client's instructions to buy or sell. Advisory dealing, where the broker advises the client on which shares to buy and sell, but leaves the final decision to the investor. Discretionary dealing, where the stockbroker ascertains the client's investment objectives and then makes all dealing decisions on the client's behalf. In addition to actually trading stocks for their clients, stock brokers may also offer advice to their clients on which stocks, mutual funds, etc. to buy.

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VARIOUS STOCK BROKING COMPANIES IN INDIA ICICIDirect ShareKhan Indiabulls 5Paisa Motilal Oswal Securities HDFC Securities Reliance Money IDBIPaisaBuilder Religare Geojit

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COMPANY PROFILE

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1.2 COMPANY PROFILE SHAREKHAN LTD Sharekhan is leading India-based financial services group, part of Citi Financial Ltd that offers Institutional Equities and Investment Banking services. Sharekhan deals online trading with products like equities, derivatives, mutual funds and portfolio management. Sharekhans online trading and investment site www.sharekhan.com was launched in 2000. Sharekhans ground network includes over Sharekhan has over 679 branches in 234 cities and about six lakh trading members. Sharekhan has won the prestigious Consumer Vote Awards 2005 for the Most Preferred Stock Broking Brand in India, in the Investment Advisors category. Name of the company was changed from SSKI Investor Services Private Limited to Sharekhan Private Limited on 4th October 2005. Sharekhan has won the prestigious Awaaz Consumer Vote Awards 2005 for the Most Preferred Stock Broking Brand in India, in the Investment Advisors category. Sharekhan Limited was promoted by Mr. Shripal S Morakhia and Mr. Shreyas S Morakhia. It was established in 1999-2000. It is currently amongst India's largest broking house. It is a member of the Stock Exchange, Mumbai. It is a depository participant of the National Securities Depository Limited and Central Depository Services (India) Limited. Its business includes stock broking, depository services, portfolio management and derivatives. The Company's core specialty lies in its retail distribution with a large network of branches and sub-brokers/ authorized persons. Its strength lies in its investment research capabilities. Its research division has several analysts continuously monitoring global, national and regional political, economic and social situations so as to assess their impact on the economy in general, the sectors and companies they research which helps them in offering quality research and advice to clients. Presently Citigroup is holding 75% and IDFC 12% of the paid up equity capital of the Company and the Employees own the rest i.e. 13%.

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FEATURES OF SHAREKHAN LTD: Multiple exchanges on a single screen Intra-day calls and flash news Historical charts with technical tools Streaming quotes 24x7 web enabled back office Auto pay-in of shares Online transfer of funds

E-broking facility is one such effort, which gives you access to state-of-the-art trading platform with multiple exchanges, order and trade confirmations, research reports, econtracts and a 24x7 on-line web enabled centralized back-office system at the click of a button. Portfolio Management Services: Sharekhan offers discretionary PMS to investors in order to assist them in managing their funds amidst continuous changing market dynamics and increase complexities of investing. Investing in equity, markets require in-depth knowledge and thorough analysis coupled with clear understanding of domestic and international economies. Investors need the services of an expert to manage their funds and deliver good returns in diverse market conditions. Continuous wealth creation with an emphasis on capital preservation in todays complex markets. In order to systematically diversify the holdings of clients across varied sectors and with an intention to give them handsome returns.

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Mutual Fund Distribution & Advisory: To enable clients to diversify their investments in their direction, Sharekhan Ltd has added another product in its range with mutual funds: Customized investments solutions based individual financial goals aligned with your risk appetite Access to in-depth research & proper selection from diversified funds based on your preferred criteria Customized reports at desired frequency Ratings and rankings of all MF from our in-house expert analysts Current and historical performance of different funds enabling comparisons News and alerts for concern Portfolio and performance tracking with watch lists Online MF applications/ online order status tracking/ online updating of unit holdings at latest NAV/ online dividend payout & reinvestment facility. Brokerage: Some stock trading companies charge direct percentage while others charge a fixed amount per Rs100. Sharekhan charges 0.5% for delivery trading and 0.1% for intra day or one could say Sharekhan charges 50 paisa per Rs 100. To sum up, Sharekhan brings to the customer, a user- friendly online trading facility, coupled with a wealth of content that will help them stalk the right shares. Sharekhan's equity related services include trade execution on BSE, NSE, Derivatives, commodities, depository services, online trading and investment advice. Trading is available in BSE and NSE. Along with Sharekhan.com website, ShareKhan has around 679 offices (share shops) in 234 cities around the country.

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SERVICES OF SHAREKHAN:

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PRODUCTS OF SHAREKHAN ShareKhan Classic account Allow investor to buy and sell stocks online along with the following features like multiple watch lists, Integrated Banking, demat and digital contracts, Real-time portfolio tracking with price alerts and Instant credit & transfer. a. Online trading account for investing in Equities and Derivatives b. Free trading through Phone (Dial-n-Trade) Two dedicated numbers for placing your orders with your cell phone or Automatic funds transfer with phone banking (for Citibank and HDFC Simple and Secure Interactive Voice Response based system for get the trusted, professional advice of our telebrokers After hours order placement facility between 8.00 am and 9.30 am landline. bank customers) authentication

c. Integration of: Online trading + Bank + Demat account d. Instant cash transfer facility against purchase & sale of shares e. IPO investments f. Instant order and trade confirmations by e-mail g. Single screen interface for cash and derivatives 2. ShareKhan Speed Trade account This accounts for active traders who trade frequently during the day's trading session. Following are few popular features of Speed Trade account. h. Single screen interface for cash and derivatives i. Real-time streaming quotes with Instant order Execution & Confirmation j. Hot keys similar to a traditional broker terminal k. Alerts and reminders l. Back-up facility to place trades on Direct Phone lines

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WHY YOU SHOULD CHOOSE SHAREKHAN Experience: More than Eight decades of trust and credibility in the Indian Stock Market. Technology: Buy and sell of shares through Online services. Accessibility: Ground Network of 234 share shops. Knowledge: In a business where the right information at the right time can translate into direct profits, you can access to a wide range of information on our content-rich portal www.Sharekhan.Com You will also get a useful set of knowledge based tools that will empower you to take informed decisions. Convenience: You can call our Dial-n-trade number to get Investment advice and execute your transactions (Buy & Sell Orders).We have a dedicated call center to provide this service via a to free number from any where in India. Customer service: Our customer service team will assist you for any help that you need relating to transactions, billing, De-mat and other queries. Our customer services can be contacted via a toll-free number, email or live chat on sharekhan.com Investment Advice: Sharekhan has dedicated research teams for fundamental and technical research (like Pre-Market report, Post market reports) Our analyst constantly track the pulse of the market and provide timely investment advice to you in the form of daily research emails ,online chat, printed reports and SMS on your phone.

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Advantages of Sharekhan: 1. Online trading is very user friendly and one doesn't need any software to access. 2. They provide good quality of services like daily SMS alerts, mail alerts, stock recommendations etc. 3. Sharekhan has ability to transfer funds from most banks. Unlike ICICI Direct, HDFC Sec, etc., so investor not really needs to open an account with a particular bank as it can establish link with most modern banks. 4. Sharekhan has provided every customer with software called TRADE TIGER, which enables the user to know various things about the market such as market depth, the live market screen need not be refreshed, comparative charts are available for every share etc. 5. One another feature of the trade tiger is the visibility of the commodity market along with the share market. 6. All accounts in share khan will be opened within three working days, once the customer duly completed the registration procedure. Disadvantages of Sharekhan: 1. They charge minimum brokerage of 10 paisa per stock would not let you trade stocks below Rs.20. 2. Classic account holders cannot trade commodities. 3. The number of branches should increase to cast a wider net.

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CHAPTER 2 OBJECTIVES

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OBJECTIVES PRIMARY OBJECTIVE

To study the overall satisfaction level of the customers with particular reference to

Share khan services.

To identify various ways to improve the customer satisfaction level at Share khan.

SECONDARY OBJECTIVE To identify the customer awareness of products of share khan ltd.

To identify the need of the customers.

To give suggestion to company in order to improve the satisfaction.

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CHAPTER 3 RESEARCH METHODOLOGY

RESEARCH METHODOLOGY Research methodology is way to systematically solve the research problem. Research, in common terms refers to a search for knowledge. Research methodology consists of different steps that are generally adopted by a researcher to study the research problem along with the logic behind them. 3.1 RESEARCH DESIGN: Research design is the plan, structure and strategy of investigation conceived so as to obtain answers to research question. Descriptive research design was chosen for the present study. DATA SOURCES: The study is mainly based on the data collection from primary as well as secondary sources. Primary data: Data collected for specific purposes in the form of questionnaire Secondary data: Data existing in the form of Books, Internet, Catalogues etc.

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3.2 SAMPLING DESIGN: Definition of population: All the customers of share khan. Sampling procedure: A non probability sampling technique is adopted. Sampling size: A sample of 300 customers was selected from the target population for the study. RESEARCH METHODOLOGY: Research design Data source Primary data : descriptive in nature. : data collected from primary and secondary sources. : primary data is collected from the respondent through these structured questionnaires.

SAMPLING DESIGN: Sample size Sampling procedure Statistical tool : 300 : Convenience sampling : Percentage method, mean, chi-square test.

STATISCAL TOOLS: For the purpose of analysis, Mean and percentage methods are used for the calculation and the result was interpreted. This test was used to minimize the error of the data collected. Graphs were used to represent the data for the better and accurate interpretation of the result.

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3.3 STATISTICAL TOOLS USED: Sample tools are used for analyze purpose, they are follows: 1. Percentage analysis 2. Mean method. 3. Chi-square test. PERCENTAGE ANALYSIS: Percentage refers to a special kind of ratio in making comparison between two or more data and to describe relationships between the data. Percentage can also be used to compare the relative terms, the distribution of two or more series of data. Percentage= no of respondent/ total respondent100

CHI-SQUARE TEST ANALYSIS: Chi-square test is used to find whether two or more attributes are associated. In order to test the association of the attributes, null hypothesis and the alternate hypothesis are taken. Null hypothesis (HO) states: the two attributes are independent of each other.alternete hypothesis (HI) states: the two attributes are dependent on each other.

PERIOD OF STUDY: The duration of the study is from February to May.

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CHAPTER 4 NEED FOR STUDY

NEED FOR STUDY Good customer service is the lifeblood of any business. You can offer promotions and slash prices to bring in as many new customers as you want, but unless you can get some of those customers to come back, your business wont be profitable for long. Customer satisfaction is all about bringing customers back. And about sending them away happy happy enough to pass positive feedback about your business along to others, who may then try the product or service you offer for themselves and in their turn become repeat customers.

Customer satisfaction is very important because, the customer is satisfied when only the product/service meets the customers needs, wants, and expectations. To further understand customer satisfaction, we must take a deeper look at the levels of specific satisfaction. We must also recognize that there are levels of customer satisfaction that, in a sense, define the basic ingredients what the customers really want. Every organization needs to improve level of customer satisfaction and identify customer preference over various products so that they can implement measures to enhance customer satisfaction levels and to attract potential Customers. Hence a study has been undertaken on customer satisfaction. The project aims at studying the customer satisfaction towards Share khan in terms of opening a d-mat account, customer services provided to them, online trading, brokerage commission, etc. It would include identifying the various groups of satisfied and unsatisfied customers and to know the reasons for the same. Further any suggestive methods that can be adopted to attain or regain customer satisfaction will be put forth. Also

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any further plans that would help share khan in exceeding customer expectations will also be identified. It would help the company to improve its CRM practices.

CHAPTER 5 25 | P a g e

SCOPE OF STUDY

SCOPE OF THE STUDY

The research study was confined to the geographical limits of Chennai city. The focus of this study was only on the satisfaction level of the customers. This report helps the stock broker to identify the expectations of the customers and serve better. It will also provide future growth opportunity. It will improve the awareness of various products of sharekhan.

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CHAPTER 6 27 | P a g e

LIMITATIONS

LIMITATIONS The survey was restricted to Chennai city , hence the findings cannot be generalized The sample size is only 300 but the customers of sharekhan are much higher. so the sample size wont represent the whole population. The survey was limited during the short span. Biased answers are unavoidable. Respondents are busy.

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CHAPTER 7 29 | P a g e

ANALYSIS & INTERPRETATION

ANALYSIS & INTERPRETATION AGE LIMIT OF RESPONDENTS Table-1 S.No. 1 2 3 4 Particulars Below 30 30-40 41-50 Above 50 Total No. of Respondents 79 95 77 49 300 % of Respondents 26.3% 31.7% 25.7% 16.3% 100%

INTERPRETATION: This table shows that 31.7% of the respondents belongs to the age of (30-40) followed by 26.3% of the respondents belongs to the age of below 20.The least number of respondents 16.3% belongs to the age group above 50.

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AGE LIMIT OF RESPONDENTS Chart-1

16%

26% below30 30-40 41-50 above50

26% 32%

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GENDER Table-2 S.NO 1 2 Particulars Male Female Total No.of.Respondents 212 88 300 % of Respondents 70.7% 29.3% 100%

INTERPRETATION: 70.7% of the respondents are male and remaining 29.3% are female.

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GENDER Chart-2

29% male female 71%

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OCCUPATION OF THE RESPONDENTS Table-3 S.NO 1 2 3 4 Particulars Self-employed Private employee Govt.employee student Total No of the respondents 75 164 36 25 300 % of the respondents 25% 54.7% 12% 8.3% 100%

INTERPRETATION: This table shows that 54.7% of the respondents are private employee followed by 25% are self-employed and the minimum respondents 8.3% are students.

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OCCUPATION OF THE RESPONDENTS Chart-3

8% 12%

25% self-employed private employee govt.employee student

55%

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ANNUAL INCOME LEVEL OF RESPONDENTS Table-4 S.NO 1 2 3 4 Particulars Below 5 lakhs 5 lakhs to 10 lakhs 10 lakhs to 15 lakhs Above 15 lakhs Total No.of.particulars 56 95 88 61 300 % of the Respondents 18.7% 31.7% 29.3% 20.3% 100%

INTERPRETATION: This table shows that 31.7% of the respondents comes under the income level of 5 to 10 lakhs followed by 29.3% comes under the income level of 10 to 15 lakhs and 20.3% of the respondents income are 15 lakhs. The least no of the respondents 18.7% comes under the income level below 5 lakhs.

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ANNUAL INCOME LEVEL OF RESPONDENTS Chart-4

100 80 60 40 20 0 Below 5 lakhs 5 -10 lakhs 10-15 lakhs Above 15 lakhs 18.7% 31.7% 29.3% 20.3% no.of particulars % of the respondents

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USAGE OF SHARE KHAN Table-5 S.No 1 2 3 Particulars Below 3 years 3-6 years More than 6 years Total No. Of Respondents 124 92 84 300 % of respondents 41.3% 30.7% 28% 100%

INTERPRETATION: From the above table it shows that 41.3% of the respondents are using sharekhan for 3 years and 30.7% of the respondents are using for 3-6 years. Remaining 28% of the respondents are using for more than 6 years.

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USAGE OF SHAREKHAN Chart-5

28% 41%

Below 3 years 3-6 years more than 6 years

31%

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SOURCE OF INFLUENCE Table-6 S.NO 1 2 3 4 Particulars Advertisement Internet Friends Individual preference Total No. Of respondents 64 106 72 58 300 % of respondents 21.3% 35.3% 24% 19.3% 100

INTERPRETATION: This table shows that 35.3% of the respondents influenced by internet followed by 24% of the respondents are by friends and 21.3% influenced by advertisement.

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SOURCE OF INFLUENCE Chart-6

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120 100 80 60 40 21.3% 20 0 Advertisement Internet Friends Individual preference 35.3% 24% 19.3%

No.of respondents

% of respondents

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AWARENESS OF THE PRODUCTS Table-7 S.No 1 2 Particulars Yes No Total No. of Respondents 227 73 300 % of Respondents 75.7% 24.3% 100%

INTERPRETATION: The above table shows that the 75.7% of the respondents are aware of the sharekhan products and remaining 24.3% of the respondents not aware of some products.

AWARENESS OF THE PRODUCTS 43 | P a g e

Chart-7

24%

Yes No

76%

MARKET OPPORTUNITIES FOR SHAREKHAN IN FUTURE 44 | P a g e

Table-8 S.NO 1 2 3 4 Particulars Excellent Good Better Worse Total No. Of Respondents 108 93 76 23 300

Mean= ((108*4) + (93*3) + (76*2) + (23*1))/300 =886/300 =2.95 INTERPRETATION: A majority of the respondents (2.95) said that the opportunities for sharekhan will be good in future.

MARKET OPPORTUNITIES FOR SHAREKHAN IN FUTURE Chart-8 45 | P a g e

23

108 76 excellent good better worse

93

FEATURES OF SAHAREKHAN Table-9 46 | P a g e

S.NO 1 2 3 4 5

Particulars Time management Better service Easy Accessibilities Customer satisfaction All the above Total

No. Of respondents 46 98 74 62 20 300

% of respondents 15.3% 32.7% 24.7% 20.7% 6.6% 100%

INTERPRETATION: The above table shows that 32.7% of the respondents felt that better service is provided, 24.7% of the respondents said that easy accessability.20.7% of the respondents said they are fully satisfied and remaining 6.6% of the respondents satisfied with all the above features.

FEATURES OF SAHAREKHAN Chart-9

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120 100 80 60 40 20 0 Time management Better service Easy Accessibilities Customer satisfication All the above 15.3% 32.7% 24.7% 20.7% 6.6%

No.of respondents

% of respondents

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BASIS OF TRADING Table-10

S.NO 1 2 3 4

Particulars Market tips Newspaper Technical/fundamental analysis Others Total

No. Of respondents 118 64 79 39 300

% of respondents 39.3% 21.4% 26.3% 13% 100

INTERPRETATION: The above table shows that 39.3% of the respondents trade under market tips, 26.3% of the respondents trade under technical & fundamental analysis and remaining 13% of the respondents trade under different sources.

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BASIS OF TRADING Chart-10

140 120 100 80 60 40 20 0

Market tips Newspaper Techinical/Fundamental analysis Others

39.3% 21.4% 26.3% 13%

% of respondents

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Table-11 S.No 1 2 Particulars Yes No Total No. of Respondents 207 93 300 % of Respondents 69% 31% 100%

INTERPRETATION: The table shows that 69% of the respondents comfortable with newly opened branches and remaining 31% of the respondents are not comfortable with that.

COMFORTABLE WITH NEWLY OPENED BRANCHES Chart-11 51 | P a g e

31%

Yes No 69%

NO.OF COMFORTABLE RESPONDENTS Table-12 52 | P a g e

S.NO 1 2 3 4

Particulars Easy accessibility Better service Product range Others Total

No. Of respondents 129 68 74 29 300

% of respondents 43% 22.6% 24.7% 9.7% 100%

INTERPRETATION: The above table shows that 43% of the respondents are comfortable with easy accessibility.24.7% of the respondents are comfortable with the product range and remaining 22.6% of the respondents are comfortable with better services.

NO.OF COMFORTABLE RESPONDENTS Chart-12

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140 120 100 80 60 40 20 0 Easy accessibity Better service No.of respondents Product range % of respondents Others 43% 22.6% 24.7% 9.7%

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SATISFICATION LEVEL OF SHARE KHAN Table-13 S.NO 1 2 3 4 Particulars Highly satisfied Satisfied Highly dissatisfied Unsatisfied Total No. Of Respondents 93 144 42 21 300

Mean = (93*4) + (144*3) + (42*2) + (21*1)/300 =909/300 =3.03 A majority of the respondents (3.03) are satisfied with the services provided by share khan

SATISFICATION LEVEL OF SHAREKHAN

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Chart-13

Highly dissatisfied

Unsatisfied Highly satisfied

Satisfied

Highly satisfied

Satisfied

Highly dissatisfied

Unsatisfied

BROKERAGE RATE OF THE CHARGES Table-14 56 | P a g e

S.NO 1 2 3 4

Particulars Very high High Moderate Low Total

No. Of Respondents 108 87 84 21 300

Mean = (108*4) + (87*3) + (84*2) + (21*1)/300 =882/300 =2.94 A majority of the respondents (2.94) said that the brokerage rate is moderate.

BROKERAGE RATE OF THE CHARGES Chart-14

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120 100 80 60 40 20 0 Very high High Moderate Low No.of respondents

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MAXIMUM RISK READY TO TAKE Table-15

S.NO 1 2 3 4

Particulars 0-10% 10-20% 20-50% More than 50% Total

No. Of respondents 119 65 79 37 300

% of respondents 39.7% 21.7% 26.3% 12.3% 100%

INTERPRETATION: The table shows that up to 10% of the respondents are ready to take 39.7% of risk.26.3% of the respondents are ready to take risk up to 50% and remaining 12.3% of the respondents are ready to take more than 50% of risk.

MAXIMUM RISK READY TO TAKE Chart-15 59 | P a g e

120 100 80 60 40 20 0 0-10% 10-20% No.of respondents 20-50% 39.7% 21.7% 26.3% 12.3%

More than 50%

% of respondents

Ho:-There Is No Relationship between Age and Risk Taking Risk Taking/Age 0-10% 20-30 31 31-40 43 41-50 27 >50 18 Total 119 60 | P a g e

10-20% 20-50% More than 50% Total

19 15 14 79

15 24 13 95

18 25 10 80

13 15 46

65 79 37 300

E(11)= (119*79)/300=31.3 E(12)=(119*95)/300=37.7 E(13)=(119*80)/300=31.7 E(14)=(119*46)/300=18.3 E(21)=(65*79)/300=17.1 E(22)=(65*95)/300=20.6 E(23)=(65*80)/300=17.3 E(24)=(65*46)/300=9.6 E(31)=(79*79)/300=20.8 E(32)=(79*95)/300=25.0 E(33)=(79*80)/300=21.1 E(34)=(79*46)/300=12.1 E(41)=(37*79)/300=9.7 E(42)=(37*95)/300=11.7 E(43)=(37*80)/300=9.9

OI 31 43 27 18 19 15 18 13

EI 31.3 37.7 31.7 18.3 17.1 20.6 17.3 9.6

(OI-EI)^2/EI 0.002875399 0.745092838 0.696845426 0.004918033 0.21111111 1.5223301 0.0283237 1.20416667 61 | P a g e

15 24 25 15 14 13 10

20.8 25 21.1 12.1 9.7 11.7 9.9 TOTAL

1.61730769 0.04 0.72085308 0.69504132 1.90618557 0.14444444 0.84949495 10.38899

Hence the calculated value of 2 =10.38899 Degrees of freedom = (4-1) (4-1) =9 The table value of 2 for nine degrees of freedom at 5 percent level of significance is16.919. The calculated value of 2 is less than the table value and is considered as insignificant. The null hypothesis is rejected and the alternate hypothesis is accepted and hence there is relationship between age and risk taking.

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CHAPTER 8 FINDINGS

FINDINGS: 31.7% of the respondents belong to the age of (30-40). 70.7% of the respondents are male and remaining 29.3% are female. 35.3% of the respondents influenced by internet. 75.7% of the respondents are aware of the sharekhan products. 39.3% of the respondents trade under market tips. 32.7% of the respondents felt that better service is provided A majority of the respondents (2.94) said that the brokerage rate is moderate. 63 | P a g e

 A majority of the respondents (3.03) are satisfied with the services provided by sharekhan. 54.7% of the respondents are private employee. 24.3% of the respondents not aware of some products. 43% of the respondents are comfortable with easy accessibility. 39.7% of the respondents are ready to take risk up to 10%. Dial and trade services are best according to the customers. The trading software is friendly user to the customers. Research reports and script recommendations are being provided. Sharekhan website provides the best outlook to the new investors. The brokerage rate is high as compared to the other broking firms.

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CHAPTER 9 SUGGESTIONS

SUGGESTIONS From the study it was found that the level of awareness is high and to get more awareness, the company can do more advertisement through internet, brochures etc The brokerage rate is high. So the company can decrease the charges for brokerage, along with the other services than before. This will helpful to get more investors.

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 The company should more concentrate to the age group of 30-40.so that they will invest more than before. The company can provide more market tips through SMS. From the study it was found that the market opportunity for sharekhan will be excellent in future. It was found that the exiting customers were not aware of the new products launched. So the company should deliver the message about the new products launched. Increase the level of employees (relationship manager, sales executives) to achieve more targets. Various sales promotion techniques can be introduced.

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CHAPTER 10 MY EXPERIENCES

Sales and marketing When the internship took off, to understand the different tasks of a marketing person and that of a group was the crux. The driving force or the soul of any company like share khan is sales along with the actual processes that come with the marketing mix. The real building blocks of sales are the 3 cs which are Coax, convince and customer. The customer is the essential ingredient in this mix. 67 | P a g e

 In an era where a large number of companies are trying to outsell each other, the innovation in terms of sales has increased manifold and in order to jet past the rest selling has become creative.

Why it is important for a marketing intern to learn the nuances of sales The backbone of both the marketing and the internship starts off with sales and

thus in terms of growth the marketing team has to exhibit its capabilities in terms of sales. The creativity involved in marketing has to be applied to sales in terms of achieving numbers along with the other attributes associated with it. Finally, the whole process of convincing a customer, understanding his needs ends with selling a product. A product cannot be sold without a customer and a customer cannot be found without a customer database, so the process is initiated by building a customer database.

Building and Expanding Customer Database:

To sell a product one has to build a customer database so as to pursue potential customer and every customer added to the company is a small victory in itself. There were several ways to expand the customer database. One was to give out pamphlets which was distributed all across the city either by setting up Vantage points or in IPL matches which was an ideal time to connect with people. 68 | P a g e

 The customer database expanded everyday and the next phase was to convince any of these customers into opening an account. Making calls to all the customers was a responsibility that was taken up everyday regardless of field work. The calls made were an integral part of the project as the ability to convince a customer was increasing with every call. There were customers who put an end to a call abruptly and there were others who listened to what was being said but finally did not agree to open an account. The company had several plans for customers to work with, so the customer had to be explained about all the intricacies of it and convince him that it in fact was the best plan that has ever been offered. As the internship progressed, there were several ideas that started flowing into selling to expand the companies products. The ideas were more on the lines of building a stronger customer database which in turn had lead to more customers. One of those ideas was to visit a college and conduct a seminar about the services offered by share khan. The college visit was an eye opener to know the mood of a student towards d-mat accounts and online share trading.

New packages newer customers:

The internship entered its second month and there was a lot of festivity and to savor them the company introduced new plans and packages.

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 The plans were to reduce the brokerage commission for an account in intra day trading and there were other packages as well but this generated a lot of interest. Smart packaging of this product led to increase in sales as this was one of the lowest commissions offered in the market. New packages meant newer customers, while expanding the customer database was a pretty useful as it meant more people to be convinced and the conversion rate was higher than expected during this period. Higher conversion rate is the higher rate of conversion of calls to customers. The idea of putting forward some of these plan to relatives and friends who were among potential customers worked. The discussions everyday with the city sales manager and the assistant manager on how to improve the sales were of prime importance as it helped as to how the pressures of targets should be withstood.

. Experiences: Ground level

As each week passed by the experiences of meeting customers at ground level was refreshing as each person had a thing or two to say. One had to put up with all the positive and negative feedback about the company and put things into perspective for the customers. The negative feedback shall be reported back to the company in a step to improve on specific areas 70 | P a g e

 So, sales was not just about selling products or services but also taking responses from customers. All the endurance test had to be passed at the ground level and it had all the makings of a grueling period of sales and one that would be put right on track for a hard term of corporate life which is to follow. Parks, stadiums, clubs, and malls everything was to put under the scanner for clients and to add to the growing list of customers. It was not just people who were working that were the focus but also students, business people also were potential targets. It was a big learning curve as each customer passed by and all the different ways to talking to a customer was learnt. Some experiences that one had to go through was sometimes grueling as some customers were very hard to convince. As days went by it was a tough task to find new customers and add to the customer kitty and new targets had to be achieved.

Interactions and improvements

All the different promotional activity that will help in sales was discussed with the city sales manager. The target was kept in mind or was the primary focus of discussion with the assistant manager. Also to have an in-depth understanding of the company there was an interaction session with all the staff of share khan. 71 | P a g e

 The interaction had gone long away in improving the convincing abilities of a beginner in sales. The know-how of product and services of share khan went a long way in achieving targets.

Process of opening an account

The process of opening of opening a d-mat account: a) A form has to be filled with all the details about the customer along with his signature.
b) The customers address proof, photo id proof, pan card is collected. c) Three check leafs duly signed by the customer is also needed.

The above three steps are standard procedures that have to be followed while opening an account.

Best Trainee Award

Once I got to terms of sales and marketing and in which I learnt a lot about and it was all about long term targets now.

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 The target was to achieve an award for the best trainee the company has ever had, it was that motive that kept me going along with the motivation given by the faculty and company guides as well. I had become well versed with the services and wanted to achieve something and I had the best trainee award within sight. The magic number to receive the award was 28 but I have gone two steps further in attaining 30customers and thereby in turn getting the award.

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CHAPTER 11 CONCLUSION

CONCLUSION Online trading services have cast a spell on the Customers due to better online services, easy accessibility and time management.

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For the company to sail past the rest it has to build on the already existing software that is available to the user, which will pave the way for an illustrious journey. Both the company and the customer can benefit from the advancements in the field of online trade services thus finding avenues to improve upon.

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CHAPTER 11 BIBLIOGRAPHY

BIBLIOGRAPHY

(i) Share Khan Customer database. (ii) Internet search engine. 76 | P a g e

(iii) http://www.sharekhan.com

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CHAPTER 12 ANNEXURE

ANNEXURE QUESTIONNAIRE Dear Respondent, 78 | P a g e

I am vinod kumar, M.B.A student of IBS, HYDERABAD. I am doing a project work titled Customer satisifaction towards Share Khan Ltd. I kindly request you to fill this questionnaire. 1. Name: _______________ 2. Age: (a) 20-30 3. Gender: (a) Male 4. Occupation: (a) Self Employed 5. Income per Annum (a) 1 Lakh to 5 Lakhs (c) 10 Lakhs to 15 Lakhs (b) 5 Lakhs to 10 Lakhs (d) 15 Lakhs & above (b) Private Employee (c) Govt. Employee (d) Student (b) Female (b) 31-40 (c) 41-50 (d) 50 and Above

6. How long you been using this Sharekhan?

(a) Below 3 years

(b) 3-6 years

(c) More than 6 years

7. From where you come to know about share khan? (a) Ad (b) internet (c) Friends (d) Word of mouth

8. Are you aware of the products offered by Sharekhan? (a) Yes (b) No

9. What will be the market opportunities for Sharekhan in future? (a) Excellent (b) Good (c) Better (d) Worse

10. By what feature Sharekhan different from competitor? (a) Time Management (b) Better Service (c) Easy Accessibility 79 | P a g e

(d) Customer Satisfaction

(e) All the above

11. On what basis do you trade? (a) Market tips (d) Others. 12. Are you comfortable with the newly opened Share khan branches at your near place opened than before? (a) Yes 13. If Yes, because of (a) Easy accessibility (d) Others 14. If No, Why? ___________________________________________________________________ ___________________________________________________________________ ________________________________________________________________ (b) Better Service (c) Product Range (b) No (b) newspaper (c) technical/fundamental analysis

15. How do you feel about the services provided by Share khan? (a) Highly Satisfied (d) Unsatisfied (b) Satisfied (c) Highly Dissatisfied

16. How do you feel about the brokerage rate charged by Share khan?

(a) Very High

(b) High

(c) Moderate

(d) Low

17. What is the maximum risk that you are ready to take?

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(a) Up to 10%

(b) 23%

(c) 50%

(d) above 50%

18. Suggestions for future development.

___________________________________________________________________ ___________________________________________________________________ ________________________________________________________________

THANK YOU.

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