A

SUMMER INTERNSHIP PROJECT REPORT

ON
AN ANALYSIS OF INVESTMENT PREFERENCE
TOWARDS VARIOUS FINANCIAL PRODUCTS OF ICICI
SECURITIES LTD. (RAJKOT REGION)
AT
ICICI SECURITIES LTD.

Submitted To
ATMIYA institute of technology & science, 703

IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF

THE AWARD FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

Under
Gujarat Technological University
UNDER THE GUIDANCE OF

Mr. Piyush Chadarava Mr. Ankurkumar Shukla.

Asst. Prof. – AITS Manager – Sales Operation
Submitted by
KISHAN BHARATBHAI KAKKAD
Enrollment No. 177030592055
M.B.A. – SEMESTER III

ATMIYA Institute of technology & science

M.B.A. PROGRAMME
Affiliated to Gujarat Technological University, Ahmedabad
JULY - 2018
COMPANY INTERNSHIP CERTIFICATE

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PLAGIARISM CERTIFICATE

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 PREFACE
Today‟s world is competitive world, without a new development, one would not be surviving in
the competitive world. So, new innovations are required in each and every field so that people
can get comfort and ease. In this whole process of providing better customer experience and
delight, the companies and trying now and then to provide best customer service which is also
required for the company to sustain in this competitive era

As a MBA student I must have practical knowledge in the working of company in its various
fields and departments be it Finance, Marketing, HR, or better any other. To get this practical
exposure I have decided to do my summer internship in ICICI Securities Ltd. which is a
renowned and spread across the country and providing different services to the customers like
Equity Trade, Mutual Fund, Corporate FD, NCD, Bonds, Home Loans, Derivatives, Security
against loan, online 3 in 1 Account, Educational Product and many more

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 ACKNOWLEDGEMENT
I, hereby, take this opportunity to thank ICICI SECURITIES LTD. for providing me a
corporate exposure through the course of my MBA Programme.

I would like to express my sincere gratitude towards my company guide MR. ANKURKUMAR
SHUKLA for his constant support and providing me a great knowledge of all the products of the
company in a very lucid manner.

I would also like to thank PROF. PIYUSH CHADARAVA sir, my faculty guide for instructing
me correcting my mistakes and giving his valuable advice on my project.

I would also extend my gratitude to ATMIYA INSTITUTE OF TECHNOLOGY AND

SCIENCE and GUJARAT TECHNOLOGICAL UNIVERSITY for providing me such a
platform where I can learn with the practical exposure.

Last but not least, my all dear friends and family for their constant support.

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 DECLARATION
I, Kishan Bharatbhai Kakkad, hereby declare that the Summer Internship Project Report titled
“AN ANALYSIS OF INVESTMENT PREFERENCE TOWARDS VARIOUS
FINANCIAL PRODUCTS OF ICICI SECURITIES LTD. (RAJKOT REGION)”is a result
of my own work and my indebtedness to other work publications, references, if any, have been
duly acknowledged. If I am found guilty of copying from any other report or published
information and showing as my original work, or extending plagiarism limit, I understand that I
shall be liable and punishable by the university, which may include „Fail‟ in examination or any
other punishment that university may decide

Enrollment No. Name Signature

177030592055 Kishan Bharatbhai Kakkad Kishan Kakkad

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 EXECUTIVE SUMMARY
The increasing trend towards globalization and industrialization has increased the trend of
competition in the financial market. By the coming of investment banking, institutional broking,
retail broking, private wealth management companies and financial product distribution, the need
of all the financial products under one roof is necessary to satisfy all the customers‟ diversified
needs and to gain a competitive edge over the competitors.

The project is completely focused on the study of all the Financial products the company is
offering and the preference of the customers on the various products offered.Various tools are
used to justify the topic and also SWOT analysis has been used to understand various strengths,
weakness, opportunity and threats the firm is facing.

There is also an emphasis on the various products of ICICI such as Equity Trading, Mutual Fund,
Insta Account Opening, 3 In 1 Account, Corporate FD, NCD and many other products. All this
make ICICI securities to stand different from its competitors and to and to achieve a competitive
edge.

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 TABLE OF CONTENTS

Sr. No. Particulars Page no.

Preface
Acknowledgement
Declaration
Executive summary

1.0 Part – I Industry Information

1.1 About the Industry 11
1.2 World Market 13
1.3 Indian Market 14
1.4 The growth of Financial Services in India 15
1.5 Major player in the Industry 16

2.0 Part – II Organization Information

2.1 About Organization 21
2.1.1 Events and Milestones Of ICICI Securiities Ltd. 22
2.1.2 Advantages and Disadvantages Of ICICI Securities Ltd. 24
2.1.3 Various financial products offered by ICICI Securities Ltd. 25
2.2 Introduction to Functional Departments 32
Finance
Marketing
HR
2.3 Organization Structure 34
2.4 SWOT Analysis 37

3.0 Part – III Primary Study

3.1 Introduction to the study 40
3.1.1 Various investment options available at ICICI Securities Ltd 41
3.2 Literature Review 45
3.3 Background of the Study 48
3.4 Problem Statement 49
3.5 Research Objective 50

4.0 Research Methodology 51

4.1 Research Design 51
4.2 Source/S of Data 51
4.3 Data Collection Method 51
4.4 Population 51
4.5 Sampling Method 51
4.6 Sampling Frame 51
4.7 Data Analysis & Interpretation 52

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5.0 Findings 79
5.1 Conclusion 80
5.2 Limitations of the Study 81

6.0 References / Bibliography 82

Annexure 83

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 LIST OF FIGURES AND TABLES

Sr. Particulars Table Page

No. No. No.
1 Events and Milestones of ICICI Securities Ltd. 1 22
2 Gender 2 53
3 Age Category 3 54
4 Educational Qualification 4 55
5 Occupation 5 56
6 Income (Annually) 6 57
7 Preference for ICICI Securities Ltd. for making Investment 7 58
8 Duration of Investment 8 59
9 Awareness of Financial of ICICI Securities Ltd. 9 60
10 More Investment by Investors in Financial Products 10 61
11 Factors considered for making investment 11 62
12 Preferred risk factor considered while making investment 12 63
13 Financial product having lowest risk 13 64
14 Financial Product having maximum return 14 65
15 Factors to be considered to invest in Equity Stock 15 66
16 Preference to invest in Equity Stock 16 67
17 Preferred Scheme for investing in Mutual Fund 17 68
18 Preference Factor for investing in Mutual Funds 18 69
19 Preference factor to invest in Bonds/Corporate FDs 19 70
20 Preference factor to invest in Insurance 20 71
21 Preference factor to invest in Derivatives 21 72
22 Overall experience towards Investment 22 73
23 Observed and Expected Frequency to test independence of 23 74
Financial Product with Occupation
24 Observed and Expected Frequency to test independence of 24 76
Financial Products with Age Group
25 Observed and Expected Frequency to test independence of 25 77
Financial Products with Income
26 Observed and Expected Frequency to test independence of 26 78
Financial Products with Education

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PART 1 – INDUSTRY
STUDY

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1.1 ABOUT THE INDUSTRY
The financial services industry is a kind of industry which manages the funds of retail investors
as well as funds of institutions and corporations. Each and every individual investors or
institutions or corporations want to maximize their wealth by growing their money which they
have invested.

Financial services play a vital role in the country‟s economic growth and development. They
help the small business to grow and expand themselves and also individual investors to save their
earnings and to invest in such a way that it gives them the maximum return.

Financial services also help the poor to manage their money in such a way that they can run their
livelihood happily and can improve their standard of living.

The benefit of financial service industry is also extended to the aged people who can also be
benefitted after their retirement by getting a fixed amount every month so, that they don‟t have to
depend upon anyone.

Financial service industry also provides various loans to the small businesses and agricultural
people to grow themselves at very minimal interest and easy loan approval formalities.

The main focuses of this industry are –

 Providing credit to the small businesses or other credit required institutions to manage
and grow their business

 Maintaining a strong business relationship with Indian and overseas businesses

 Attracting the overseas investors to invest into the Indian market by providing
appropriate advises and hand holding services.

 Create awareness of investment in financial product to beat inflation and GDP rates so,
that individuals can maximize their wealth.

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The financial services industry encompasses companies in one or more of the following lines of
business

 Securities Analysis
 Financial Planning
 Securities Trading
 Investment Banking
 Banking
 Insurance
 Securities brokerage etc

The financial service industry covers a broad range of business organizations including Banks,
Credit Card Companies, Insurance Companies, Stock Brokerage and Investment Fund
Corporations.

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1.2 WORLD MARKET
The financial services market comprises all establishments engaged in financial services related
activities such as lending, investment management, insurance, brokerages, payments and
transferring service. The financial service industry is categorized on the basis of the business
model of the firms present in the industry. Majority of the firms come under multiple categories.

Asia Pacific was the largest region in the financial services market in 2017, accounting for
around 41 % market share. This can be attributed to demand for cheaper loans in countries such
as China.

North America was the second largest region accounting for around 34 % market share. Africa
was the seventh largest region accounting for around 1 % of all financial services.

Non-Cash Payments are growing rapidly in many parts of the world. This is primarily due to
increasing Internet and Mobile Penetration in emerging countries, continued economic recovery
and growing adaption of mobile-based payments in mature markets

The growth of non-cash payments is also driven by the global shift towards immediate payment
schemes, which offers instant payments in real time. According to the 2016 World Payments
Report published by Capgemini, the global volume of non-cash payments reached approximately
§ 380 billion in 2014, recording a near about 9% year-on-year growth. The Financial Services
Global Market Report provides Strategists, marketer and senior management with the critical
information they need to access the global financial services market.

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1.3 INDIAN MARKET
India contains a large set of financial service provider containing both existing service provider
and also new companies which are becoming part of it. The financial sector comprises of
Commercial Banks, Insurance Companies, Non-Banking Financial Companies, Co-operatives,
Pension Funds, Mutual Funds and other smaller Financial Entities. Among all these entities the
commercial banks dominates all of them by having more than 64 % of the total assets held by the
financial sectors.

The RBI and the Govt. has taken various major steps for the betterment of this sector and also
helping Micro Small and Medium Enterprises (MSMEs) to get finance easily to expand them.
The Govt. helps these industries by launching various schemes by which these small business
units can grow and expand.

With the joint efforts of both Govt. as well as the private sector, India becomes one of the most
vibrant capital markets. India has scored a perfect 10 in protecting shareholders‟ right on the
back of reforms implemented by SEBI.

According to IBEF report, India‟s Gross Domestic Savings (GDS) as a percentage of Gross
Domestic Product (GDP) has remained above 30% since 2004. It is projected that national
savings in India will reach US$ 1272 billion by 2019. Over 95% of household savings in India
are invested in bank deposits and only 5% in other financial classes.

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1.4 THE GROWTH OF FINANCIAL SERVICE INDUSTRY IN
INDIA
The no. of listed companies on NSE and BSE increased from 6445 in FY 2010 to 7510 in
March 2018.

The market capitalization of all the companies listed on the BSE reached a record Rs 150
lakh crore backed by high gains in the broader market.

The IPOs amount in India has increased from US$ 318 million in FY 2008-09 to US$ 10888
million in FY 2017-18.

The record funding of Rs 16.79 billion has been received by IPOs of SME in 2017 through
133 issues.

The total IPO amount has also increased to Rs 84357 crore by the end of Financial year 2018

As of Nov 2017, 42 Asset Management companies were operating in India which becomes
one of the fastest growing companies in the world.

The total asset under the management of Mutual Fund industry at the end of March 2018
stood at Rs 21.36 lakh crore.

The Equity portfolio of Mutual Fund has reached at Rs 49.3 million which is a 10 year high
by the end of 2018 in India.

By the data of AMFI (Association of Mutual Fund of India) the investment in Mutual Fund
scheme was recorded as the highest investment with the inflow of Rs US$ 51.02 billion
since the fiscal 1999-2000.

There was also increase in the number of Mutual Fund Portfolios to 66.5 million as of Dec.
2017 which is due to the rising interest of the investors to invest in the mutual fund.

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 1.5 MAJOR PLAYERS IN THE INDUSTRY
The list of top ten major players in the industry with their brief introduction are discussed below

(I) INDIABULLS HOUSING FINANCE LTD.

Indiabulls housing Finance Ltd. was established in 1999, is the second largest private housing
finance company in India. It is AAA rated company and its business is spread across housing
finance, real estate and wealth management.

It has provided services to more than 1 million customers and has provided loans of over 1.97
Trillion as of the last financial year. It has a much strong workforce who are dedicated to
customers and sales.

In IBHFL, the customers‟ interest is given the first priority. The business is done completely in a
transparent manner. The work is done completely in a professional manner and with integrity.

(II) L&T FINANCE LTD.

L&T Finance was established in the year 1994 and is a subsidiary of L&T Company. The firm‟s
Headquarter is established at Mumbai. it offers a wide range of financial products such as –

 Two Wheeler Finance

 Housing Finance
 Farm Equipment Finance
 Mutual Fund
 Wealth Management
 Real Estate Finance
 Micro Loans
 Infra Finance

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 (III) LIC HOUSING FINANCE LTD.
LICHFL is one of the largest finance companies incorporated in 1989. It provides long term
finance to individuals, finance on existing property for business, for personal needs,
professionals as well as the builders and constructors.

The company has provided its services to more than 21 lakh families operates with 252
marketing offices including 2 office situated at abroad. There are more than 10000 marketing
intermediaries to serve customers better they also provide facility of online home approval
through their website.

(IV) ICICI GROUP

It is a company with a basket of all financial products and was established in the year 1954. It
offers a wide range of banking products and financial services to various individual customers as
well as corporate through a number of delivery channels.
There are various subsidiary company working under ICICI Group which are

 ICICI Bank
 ICICI Prudential Life Insurance Company Ltd.
 ICICI Lombard General Insurance Company
 ICICI Securities Ltd.
 ICICI Securities primary dealership Ltd.
 ICICI Prudential Asset Management Company Ltd.
 ICICI Venture

(V) PNB HOUSING FINANCE LTD.

Commenced its operation on November 11, 1998 is a registered Housing Finance Company with
its Headquarter in Delhi and operating houses spread across the city.

The company provides various types of Financial Products such as Home Loans, Non Home
Loans and Fixed Deposits etc.

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 (VI) HOUSING DEVELOPMENT FINANCE CORPORATION (HDFC)
HDFC was founded in the year 1977 with its Headquarter in Mumbai. It has a distribution
network of 453 interconnected offices spread across several towns and cities all over India. It has
also 3 representative office in Dubai, London and Singapore , serving to Non-Resident Indians
and Persons of Indian Origin. It is a leading provider of Housing Finance and has served more
than 6.2 million customers with a gross loan of Rs 3.8 Trillion and is having 1.8 Million Deposits
account.

The company works with its core value of Trust, Integrity, Transparency and Professional
Service with a view to promote home ownership. It has achieved such a growth by increasing the
return on Equity each year, by maintaining low NPAs, by consistently growing the loan book etc.

The company has a team of trained workforce which helps to serve the customers more
effectively and make the growth of the company. It has also the stable and experienced
management team.

(VII) BIRLA GLOBAL FINANCE LIMITED

It was incorporated in June 26, 1986 and is classified as a Non-government company with its
registered office at Mumbai.

The company has an authorized share capital of Rs 12500000 and its paid up capital is Rs 0

The company is involved in other Financial Intermediation. It has been amalgamated with some
other company which is the current status of Birla Finance Limited.

(VIII)DSP MERRILL LYNCH, INDIA

It is a subsidiary bank of America Corporation and one of the leading investment banking and
broking firms.

The company has an experience in the Indian Financial markets of more than 140 years. The
company has started its brokerage firm with its name as DS Prabhudas & Co, which later became
DSP Financial Consultants Limited and is now as DSPML.

The company is continuously working to improve the customer experience by understanding

their need, customizing solutions, introducing new capabilities to the Indian Financial Market
Place and Leveraging the firm‟s full resources worldwide.

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 (IX) BAJAJ CAPITAL LIMITED
It was established in the year 1965 with it‟s headquarter located at New Delhi. It offers its
services to Corporate Houses, Individual Investors, Institutional Investors , High Network
Customers as well as NRIs.

It has a deep personal relationship with their clients who show trust in them which makes them
stand different than any other company

The company has a wide product base with 24X7 online customer supports which makes hassle
free process for their customers. It has a presence all over India with 150 offices ready to serve
the customers even if they relocate anywhere in India.

(X) SBI CAPITAL MARKET LTD.

Founded in the year 1986, is one of the oldest organization in the field of Financial Market. It is
India‟s largest domestic Investment Bank providing both Investment Banking and Corporate
Advisory services which includes Structured Debt Placement, Merger & Acquisition , Capital
Markets, Loan, Private Equity and Stressed Assets Resolution.

The company is widely popular for its professionalism and business ethics. They believe that
client‟s happiness lies their own.

It‟s headquarter is at Mumbai and having offices at all major places in India. It has 5
subsidiaries –

 SBICAP Securities Ltd.

 SBICAP Trustee Co. Ltd.
 SBICAP (UK) Ltd.
 SBICAP (Singapore) Ltd.
 SBICAPVenturesLtd.

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 PART 2 –
ORGANIZATION
INFORMATION

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2.1 ABOUT ORGANIZATION

ICICI Securities Ltd., founded in 1995, is a financial service provider firm which offers a wide
range of services which includes Investment Banking, Institutional Broking, Retail Broking,
Private Wealth Management, and financial product distribution such as Equity Trading, Mutual
Fund, Bonds, Derivatives, Home Loan, Loan Against Securities, NCD, Corporate FDs, Online
Account Opening (3-in-1 Account & Insta Account).

The company, at the time of incorporation was named as ICICI Brokerage Service Ltd. and has
changed its name as ICICI Securities Ltd. with the agreement to a special resolution of the
shareholders on Mar. 12, 2007.

The parent organization of ICICI Securities Ltd. is ICICI bank and its subsidiaries are ICICI
Brokerage Services Ltd., ICICI Securities Ltd. Research division, ICICI securities Holdings Inc.,
ICICIdirect.com.

The role of the company is to create a strong financial client base which includes IA (Investment
Associate), IFA (Independent Financial Associate), HNIs (High Net-Worth Individuals) and
other financial corporate bodies.

The headquarter of ICICI Securities Ltd. is situated at Mumbai. It has its branches over 66 cities
and towns in India.

ICICI Securities is also registered with the MAS (Monetary Authority of Singapore) and has its
operations in Singapore and Ney York as well.

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2.1.1 EVENTS AND MILESTONES OF ICICI SECURITIES LTD.
TABLE - 1
YEAR EVENTS AND MILESTONES
2000  ICICIdirect was launched
2001  It launched online MF platform
2002  Launched BTST, Direct Link and Derivatives
2003  Launched GOI bonds on ICICIdirect
2005  Expanded its business through opening of ICICIdirect branches all over the
country
2006  Distribution of Health and Life Insurance products was launched
2007  Launched overseas trading services
2008  Launched „on-the-move‟, a website, Active Trader Services and distribution of
online Insurance products
2009  Online currency derivatives and private wealth management services was
launched
2010  Launched online National pension system facilities, SIP in equity and „F&O @
FingerTips‟ on ICICIdirect

 ICICIdirect launched ICICI center for financial learning

2011  Launched life time prepaid brokerage palns, ease of filing Income Tax returns
online, TIP, e-locker facility to store important documents, webetorial and my
GTC (Good Till Cancellation)
2012  Launched SPAN based margining for futures and options in the derivatives
market, elearn for stock market entrants, shares as margin in the equity segment
and equity relationship services on ICICIdirect

 Relaunched „myGTC‟ as VTC facilities

 ICICIdirect centre for Financial Learning launched StockMIND, a nation-wide

contest available for the college students.
2013  Launched investment advisory services, inflation indexed national savings
securities – cumulative, e-voting, and Flexi Cash facilities on ICICIdirect
2014  launched facilities for auto renewal of SIPs, equity-linked debentures, „iGain
Brokerage‟ and consolidated portfolio statement on ICICI Direct

 Made announcement of the extention of the futurePLUS products with normal

margin and stop loss margin for non-resident Indians in the derivatives
segments on NSE

 Launched „priority Circle‟ for high value investors

 Launched CIBIL TransUnion Score and the CIBIL report on ICICIdirect

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 2015  To invest only on the MF, the Insta Account was launched
2016  Launched equity advised portfolio services, cloud orders for equity segments,
price improvement orders, VTC, Future Squate off orders, portfolio X-ray
reports
2017  Launched investment in AIFs on a private placement basis on ICICI direct,
margin trading facility, funding of Employee Stock Option Schemes, factor
based portfolios, overseas trading facility, „Multi Price Order‟ in the equity
segment

 Introduced „Live‟ notifications on the ICICIdirect mobile application

 Introduced „One Click Investment‟ for investment in MF

Source: https://economictimes.indiatimes.com/icici-securities-
ltd/infocompanyhistory/companyid-5265.cms

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2.1.2 ADVANTAGES AND DISADVANTAGES WITH ICICI SECUTITIES
LTD.
(I) ADVANTAGES

 Availability of multiple products under one basket.

 Provides 3 in 1 account where investor can open his Demat, Trading and Bank account. It
is a online platform which provides opportunity to the investor to make investment under
various products with a click.
 Provides Insta account where the investment in Mutual Fund is possible online
 Investor can trade in both the exchanges i.e., Bombay Stock Exchange and National
Stock Exchange.
 Investment in Bonds, Corporate FDs, ETF, IPO etc is also possible.
 Also provides e-locker facility to store important documents.

(II) DISADVANTAGES

 ICICI Securities Ltd. has higher brokerage rate as compared to other financial service
provider companies of almost same service.
 Commodity trading is not possible. One cannot trade at MCX or NCDEX.
 The online facility cannot be assessed by everyone as all the investors may not be Techno
savvy and may not be able to trade online.

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2.1.3 VARIOUS FINANCIAL PRODUCT OFFERED BY ICICI
SECUTITIES LTD.

(I) EQUITY
Equity is a market where the shares are issued and traded. This market known as stock market
helps the company to access to capital and also helps the investors to get the ownership into the
company

It helps to trade on equity on both exchanges i.e., NSE & BSE. The investors has various options
available to trade on equity with ICICI online platform such as

 Cash Trading
 Margin Product
 MarginPLUS product
 CAllN Trade
 Market Order
 Limit Order

(II) DERIVATIVES
It is a contract between two or more parties whose value is based on an agreed upon underlying
financial assets or set of assets. Some common underlying instruments includes bonds,
commodities, currencies, interest rates, market indexes and stocks.

ICICI Securities Ltd. allows one to trade in Futures and Options

In Futures, if the investor has the buy position and the price moves upward or if the investor has
sell position and the price goes downward, in these both cases, the investor can earn profit

Where as an Options is a contract, in which the investor has the right to buy and sell the shares at
a specific price, on or before a specific date.

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 (III) CURRENCY
It is an act of buying and selling different currencies of the world. The FOREX (Foreign
Exchange) is the market that allows one to trade the currency in volume.

Through ICICI one can trade in currency in a very simple and easy way and also allows
offsetting potential losses in four pairs of currency i.e., Dollar, Pound, Euro, and Japanese Yen
against Indian Rupee.

It also allows a facility of daily cash settlement in INR via Market To Market.

(IV) MUTUAL FUNDS

It is the collection of money from the potential investors and investing on their behalf. It is a best
option for those who wants to invest in equity but don‟t have enough knowledge about it. So, by
paying a small fees of brokerage one can properly invest their money to get the maximum return.

ICICI allows one to choose any scheme and invest in it in a very convenient manner and
completely paper less work. It also allows one to choose the right scheme by taking the help
from the expert suggestions or by comparing the returns provided by different schemes.

There is also an option of opening Insta Account at free of cost which is provided for investing
exclusively in Mutual Fund. The Account can be opened easily by linking it with Aadhar card
No. and PAN card No., then by adding maximum 3 banks to do the transaction.

Mutual Funds can be classified as under:

1. ON THE BASIS OF SCHEME STRUCTURE-

(I) OPEN ENDED SCHEME

 Here, the investors have the option to buy and sell units on a continuous basis.
 These schemes are always open to investors.
 In this scheme whenever the investors wishes, he can sell his position.

(II) CLOSED ENDED SCHEME

 Here, the investors have certain period. It may of 3 – 5 years. It depends upon the
schemes chosen by the investors.
 In this scheme, the investors has to certainly invest for the specified period of time
and can sell his position only after the maturity period.

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2. ON THE BASIS OF ASSET CLASS

(I) EQUITY SCHEME

 In this scheme, the investors have the option to invest on individual sector or
diversify across sector.
 There are various type of scheme which can save tax for the investors. So, in Equity
Scheme, the investors can save themselves from more tax payable.
 There are also various schemes which invest into the global market also. So, the
benefit of global market can also be availed under this scheme.
 This type of scheme is suitable for those who wants to invest for the long term

(II) DEBT SCHEMES

 The scheme is a best option for those investors who wants the stable return and
doesn‟t want to take more risk.
 The main aim this scheme is to provide stability to the equity portfolio.
 Here, the investment is done in various securities which provides fixed interest to the
investment such as Market Instruments, Govt. & Corporate Bonds, & Term Deposits.
 Under these options, there are various schemes which provides easy liquidity option
to the investors. So, the investors has the chance to invest their money for short term.
 There are also certain schemes which provides for investors to invest for different
time periods.
 Some of the schemes also help to get benefit from fluctuating interest rates.

(III) HYBRID SCHEMES

 This type of scheme is the mixture of both Equity & Debt where the investors have
the option to invest in both Debt & Equity depending upon the type of scheme.
 Under this option, various schemes are there which allows the investors to invest in
Gold also.

Thus, Mutual Fund allows an investor to invest their money in such variety of schemes
depending upon their risk taking capabilities, type of return they want as well as the time
period up to which they want to invest their money

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 (V) ETF (EXCHANGE TRADED FUND)
An ETF is an investment fund traded on stock exchange that tracks an index, a commodity fund,
bonds, or basket of assets like an index fund. Unlike regular open end Mutual Funds, ETF can be
bought and sold throughout the trading day like any stock.

The advantage of choosing ICICI for doing ETF is that it don‟t require to cut cheques whenever
one does trading. Through the online platform of ICICI one can also check his realized and
unrealized Profit/ (loss), get confirmation instantly and the whole process is paperless.

It allows buying and selling Gold, Index, Banking or International ETFs online

(VI) INSURANCE
Insurance is a way of managing the risk by protecting an individual from financial loss. It is a
kind of contract which is represented by a policy wherein an individual receives financial
protection in case of any loss from the insurance company.

The tangible losses can only be protected by the Insurance. Insurance cannot assure the
continuity of the business, build customer confidence or provide any kind of knowledge or skills
to again start the operations after a disaster.

ICICI provides both the category of Insurance i.e., Life Insurance as well as General Insurance.

For LIFE INSURANCE there are various plans available such as

 TERM PLAN – To protect the family in a financial way even if the person dies.
 WEALTH PLANS – To create wealth for long term security.
 PENSION PLANS – To secure the family after the retirement.
 CHILD EDUCATION PLAN – To accumulate fund for the child‟s higher studies.

For GENERAL INSURANCE, it covers various products such as Health, Home, Motor and
Travel. It‟s one of the best product is ICICI Lombard which is the leading private General
Insurance company.

28
 (VII) FD/BONDS
FIXED DEPOSIT – It is a kind of instrument which provides a fixed rate of Interest usually
higher than regular savings account. One can deposit a lump sum of money in FD for a specific
period of time ranging from 7 days to 10 years. It enables the investors to earn a higher rate of
interest for their specific amount.

ICICI helps investors by offering various corporate FDs which suits their needs. The corporate
FDs provides comparatively higher rate of interest than the normal FDs. There are also various
tenures ranging from 1 To 7 years in which one can invest as per their needs. Corporate FDs also
provides higher rate of interest to the senior citizen.

BONDS – It is also a fixed income instrument in which investors provides money to an entity. It
is used by the entities to raise money to finance its project and its various activities. In Bonds
interest is usually payable at fixed interval.

In Bonds, the issuer is the Debtor who is obliged to redeem it after a specific time period, the
Bond holder is the Creditor who earns a fixed interest on its coupon rate until the Bond is
redeemed.

(VIII)LOANS
Loan is a kind of debt which is taken by a person with the promise to pay it after a specified
period of time along with the interest. The rate of interest on the loan and any other terms are
discussed by each party in each transaction before any loan is paid. In some cases, the lender
requires collateral against its money so to reduce to risk of non-repayment of loan.

Loan can be availed from individuals, Government, or any other Financial Institutions. For many
Financial Institutions, such as banks, the interest they earn by providing loan is the primary
source of their earnings.
ICICI Securities provides various loan products as per the requirement of the individuals. There
are various loan products which one can choose such as –

 Home Loans
 Loan Against Security (LAS)
 Loan Against Property (LAP)
 ESOP Funding

29
 (IX) TAX
Various tax savings products are available in the Product basket of ICICI Securities Ltd.

It also provides a tool in which one can calculate its taxable income and the amount of tax which
is required to be paid by them.

Tax return Filing is also possible with ICICI

Following steps makes easy to file Income Tax and reduce Tax worries

 Register for ICICIdirect TAX Services

 Assess Tax Estimator and estimate your tax payable amount
 Get your tax optimizing investment options customized as per your life profile
 Submit income and investment details and prepare your ITR instantly
 File returns

Thus, with this easy tool for the computation of tax amount to be payable on their taxable
income, one can easily compute without asking any help from accountants or auditors.

It also helps to compute the tax to be payable on the investment as a whole.

(X) NATIONAL PENSION SYSTEM

Central Government has introduced the new voluntary contributory pension scheme which is
known as NPS. Pension Fund Regulatory and Development Authority (PFRDA) was
established by the Govt. of India on Aug. 23, 2003 to promote old age income security by
establishing, developing and regulating pension funds, to protect the interest of subscribers to
scheme of pension funds.

Individuals can open a personal retirement account and can accumulate a pension collection
during their work life to meet financial needs post retirement. These contributions would
grow and accumulate over the years, depending on the returns earned on the investment
made.

ICICI Securities Ltd. has obtained the Point Of Presence Registration Certificate from
PFRDA to offer NPS accounts. Any individual customers of ICICIdirect.com desiring to
open an NPS account can do so by clicking on “Subscribe NPS” and fulfilling the
prerequisite process.

Under NPS following two types of accounts are available

TIER I ACCOUNT – It is a non-withdrawal account where one can contribute his savings for
retirement.

TIER II ACCOUNT – It is a voluntary savings facility. Under the TIER II, one can withdraw
his savings whenever he wishes to do so.

30
 (XI) E-LOCKER
There has been a lot of difficulty to carry all the important documents at every place and there is
also a chance that the documents can be misplaced or it can be soiled if carried frequently.

ICICI provides the facility of e-locker where one can store important documents and can retrieve
easily when necessary. Only it has to be scanned and store all the important documents such as
Passport, Aadhar Card, Driving License, PAN Card, Property Papers, Medical Reports,
Agreements and many such important certificates and ducuments.

The most important benefit of this is that one need not to carry all the documents with them and
can retrieve them with only few clicks when necessary.

Certain benefits of using e-locker are :-

 It is accessible only by the secure login so, it makes the documents secure.

 The documents can be accessed anywhere and anytime with the help of only an Internet
connection.

 The documents kept in the e-locker are more durable than stored on any Compact Disk,
Pendrive or any such storage device as storing on such device requires careful handling
otherwise data may be lost.

(XII) TRADE RACER

It provides a platform to the traders and Investors to boost their trading experience. It makes
convenience for the trader to make informed decision with the news of Market Scanner.

Trade Scanner - provides option to choose from a range of given parameter for trading scripts

Live Scanner – helps to identify easily the stock making new high or new lows so, that the
trader can identify easily in which stock to trade on.
It provides complete control to enhance the trading experience. Various options are available
such as

 Bulk Deal or Block Deal

 Advance Decline Period
 Heat Maps
 Gross Delivery Data and many more

Empowering with many shortcuts and desktop options where one can customize as per the
trading needs. It also helps to keep watch on the live market.
31
2.2 FUNCTIONAL DEPARTMENTS AT ICICI SECURITIES
LTD.
There are various departments at ICICI Securities Ltd. The Departments are independent among
themselves. All the work is done in online site of ICICI Securities Ltd. there is not much
interaction because of that.

The various functional departments of ICICI Securities Ltd are discussed below:

I. Finance Department:
The Finance Department of any Organization is responsible for managing the funds, maintaining
the cash flows, arranging the appropriate ways to raise funds, allocating the funds to the other
functional departments for its smooth functioning, making budgets for various purposes and also
to forecast fund requirement for the future purpose.

In ICICI Securities Ltd. the finance department is maintaining all the above mentioned functions
and there is also the Loan department where the employees of it performs the various tasks of
sanctioning the loan by verifying all the documents of the client.

II. Marketing Department:

The marketing department of the organization has to perform all the promotional related tasks. It
is very essential to have a marketing department in an organization because of that only the
awareness of the various products of the company can be made possible.

At ICICI Securities Ltd. the Marketing Department is handled by the Mr. Anant Subhramanyam
Murthy. He is responsible for all the promotion related matters of the company. The company
markets its products by doing its advertisement on the Internet, on television, by direct meeting
with the Sub-brokers and making them understood about various financial products of the ICICI
Securities Ltd.

The brand name of the ICICI also helps much to gain goodwill among the investors and the main
benefit is that all the products are available under the single roof so the customer can invest in
any option according to their own risk taking capacity or as per their requirement of the return.

They also markets its products by printing catalogues in which all the benefits to make
investment with ICICI Securities Ltd. are stated. There is also an Audio Video CD in which also
the entire product‟s Information is stated.

The company also arranges the Seminar where the Sub-brokers are invited and the product‟s
information is given to them so, that it helps them to create awareness and to catch more number
of the customer.

32
 III. HR Department:
The Human Resource or the Personnel Management Department of any company or organization
is concerned for managing or maintaining the employees. They are also responsible for
recruitment and selection of the suitable candidate who can meet the organizational need and can
work in an efficient manner. The HR manager also decides the pay scale of the employees
according to their capability and skills to do the work.

At ICICI Securities Ltd. the head of HR Department is Mr. Sohandeep Hattar. He is responsible
for the overall development of the employees and also to maintain cooperation and harmony
among the employees.

As all the employees with different age group are working together. So, it is very necessary to
satisfy the needs of all the employees and to work effectively with them.

HR manager also gives rewards to the employee for their better performance which will motivate
them to work further harder and to get promotion.

There are also various rules which the employees have to follow such as taking leave, code of
conduct, attendance etc. No employee is allowed to disobey the rule under any circumstances.

33
2.3 ORGANIZATIONAL STRUCTURE
2.3.1 - INTRODUCTION
There are various structures which are used by the organization to achieve its objective. It is not
easy to understand the organizational structure as we can see its product in a physical manner.
We can see the employees are working in the organization in a manner of their allocation of
tasks. It depends upon the requirement of the organization as per its strategy or objectives to be
attained. It has a direct impact on the productivity, working relations, communication as well as
Marketing Strategy.

Organization Structure is very essential for any organization to survive in the market as it
combines carious elements such as the strategy of the business, employees‟ capability, its system
and its processes.

There are four dimensions which can be used to define the Organizational Structure, which are as
follows -

(A) CENTRALIZATION AND DECENTRALIZATION

CENTRALIZATION

Centralization is said to exist where the decision making authority is retained by the top
management. In centralization, the decision making is slow as the decision is taken by the
executives of the top position only. In centralization, there is always a proper structure which is
defined by the top management.

DECENTRALIZATION

When the decision making power is shared among the employees or the subordinated, then it is
known as Decentralization. The communication in the decentralization is open and every
member can directly communicate with all other employees and the decision making is faster
than Decentralization.

(B) FORMALIZATION

When all the procedures which the employees have to follow, rules or instruction they have to
follow and communication are all written down are said to be Formalization.

(C) SIZE

Size refers to the number of employees working in the organization.

34
 (D) VERTICAL COMPLEXITY

It determines the number of levels required in an organizational hierarchy. The number of levels
depends upon the size of the organization. It increases with the number of employees.

2.3.2 – ORGANIZATIONAL STRUCTURE OF ICICI SECURITIES LTD.

The organizational structure of ICICI Securities Ltd. is very flexible and adaptable with the
changing environment i.e., both Internal as well as External. The structured is designed in such a
way that the goals and objectives of the organization can be achieved very easily and there is
effective control of the work. The work of supervision also becomes easy with its well defined
organizational structure.

(A) LEVEL OF CENTRALIZATION OR DECENTRALIZATION

The structure is more decentralized as all the branches are assigned with powers to take various
operational decisions. A certain boundary is been fixed within which the employees can take
their decisions. The structure of decentralization helps in making fast decision making and also
to satisfy more number of customers.

(B) LEVEL OF FORMALIZATION

As the organization is flexible and adaptable to the changing environment, the rules, procedures,
instructions etc are not so much tough and can be changed as per the need of the market. The
organization changes its policies and procedures as per the demand of the market.

(C) SIZE

ICICI Securities Ltd. has a huge size as it is working in 75 cities all over India, also have
indirect subsidiaries in New York and Singapore. It has also huge no. of employees working in
an organization.

(D) CHANGING FOCUS

The top executives of the ICICI Securities Ltd. are reviewing the structure after every specified
period of time to ensure that it is well suited to the changing environment. It also ensures that the
structure of an organization is feasible to tap the emerging opportunities in the market and also to
achieve the objectives.

35
HIERARCHIAL STRUCTURE OF ICICI SECURITIES LTD.

Managing Director
(Shilpa Kumar)

SVP - I (Customer Service)

(Mr. Abhishek Mathur)

VP (Business Partner)
(Max Manze)

Area Manager
(Mr. Sanjay Solanky)

Senior Manager
(Mr Ankur Shukla)

36
2.4 SWOT ANALYSIS
INTRODUCTION
S.W.O.T. Stands for Strengths, Weaknesses, Opportunities and Threats. It is an analysis tool
which is very useful any decision making situation, to do any viability study, pre crisis
planning or taking any preventive management decisions.

The strengths and Weaknesses refers to the Internal Factors where as Opportunities and
Threats are the External Factors. The Internal factors are in the control of the business. The
business can control by taking various steps where as External Factors are not in the control
of business.

For any business S.W.O.T. Analysis is to be performed first. This will help to indentify
factors that are favorable or unfavorable for the business to achieve specific objectives.

(I) STRENGTHS – These are the special characteristics which provides a business a
competitive advantage over their competitors.
Example – Business having equipments with advanced technology can gain
competitive advantage due to economies of scale which will reduce per unit product
price

(II) WEAKNESSES – These are some limitations which acts as a hindrance to achieve a
competitive edge.
Example – A business having a narrow product range cannot serve all the needs of
the customers.

(III) OPPORTUNITIES – External factors which attracts the business to improve its
performance.
Example – Expansion opportunities or tap the untouched market due to favourable
Govt. Policy.

(IV) THREATS – These are some external factors that can pose a problem for a business
to grow.
Example – A competitor business offering a similar product with a low cost due to its
superior technology.

37
S.W.O.T. ANALYSIS OF ICICI SECURITIES LTD.
The following is the brief of S.W.O.T. Analysis of ICICI Securities Ltd.

(I) STRENGTHS

 It has a wide range of financial products which covers all the needs of their investors.
 Provides online platform where the investors can make transaction such as trading in
equity, making Corporate FDs, SIP etc
 Strong name of its brand provides competitive edge as it is recognized mostly by every
investors
 Experienced staffs as well as management team
 Huge client base
 Having tie up with every AMCs.

(II) WEAKNESSES

 It does not do much promotion to make awareness of their financial products

 Brokerage charges are comparatively high
 Customers are not much aware with the online platform and prefer to do transaction in a
physical manner

(III) OPPORTUNITIES

 It may provide finance to lower or rural people and also loan to small business houses at
lower rates
 Now-a-days there is a strong growth in General Insurance and Equity market
 The level of income of individuals are increasing which attracts them to invest to grow
their money.
 The various tax saving schemes also attracts the investors to make investment and to
reduce the net taxable amount.
 Stock Market is now in the rapid growth stage. So, people are preferring to make
investment in Mutual Funds to make their investment grow with a rapid pace.

(IV) THREATS

 Many new competitors are emerging everyday which reduces the profitability of the
concern as the business is distributed among various competitors
 Increasing business of Foreign non-banking financial institutions

38
PART – 3 PRIMARY
STUDY

39
3.1 INTRODUCTION TO THE STUDY
With the introduction of the proper banking system and various financial instruments the
investment has become a very popular way to grow the money. As the level of income of the
people increases they save their money and make investment on such instruments which can
maximize their earnings. The investment is mainly done on the basis of Individual‟s nature, risk
taking appetite, future needs, preferred return on investment as well as the present financial
position of the investor.

Investment can be made for the short-term or long –term depends upon the requirement of the
investors. Almost everyone makes investment in various financial instruments such as Fixed
Deposit, Bonds, Debentures, ETF, Mutual Funds, Equity, Bank Deposit, Insurance Companies
etc.

In certain Investment, risk element is the dominant factor such as Equity where on certain
investment, time is the dominant factor such as Govt. Bonds. Besides these, other factors such as
income of the investor, economic changes, policies framed by the Govt. etc also determine the
investment options.

Investors want to get maximum return from their minimum amount of investment. For this
purpose investments in diversified instruments is very necessary and exact awareness of the
current market economy is also needed to be understood.

40
 3.1.1 VARIOUS INVESTMENT OPTIONS AVAILABLE AT ICICI
SECUTITIES LTD.
ICICI Securities Ltd. provides various options for investment where the investors can select
different options on the basis of their requirement. They can also select the fund by comparing
returns provided by the various investment avenues or they can select funds as per their risk
taking capability or they can select options which provides them the fixed rate of interest.

Below is the list of various investment options provided by ICICI Securities Ltd.

I. Equity
II. Corporate FDs
III. Insurance
IV. Bonds
V. Mutual Fund
VI. Derivatives
VII. Currency
VIII. ETF

A brief introduction of the above instruments are discussed below –

I. Equity –

An Equity Market or Stock Market is a place where the shares of the listed companies are traded
by accompanying buyers and sellers. By investing in Equity Shares of the company, an investor
is called to be the owner of the company up to the extent of the amount of shares held by them.
In India, two exchanges allows to trade in Equity Shares –

(A) – Bombay Stock Exchange (BSE) – It is 1st among the listed stock exchanges in India. It
was established in the year 1875. It provides a platform to trade in Equity, MFs,
Derivatives, Currency and so on.

(B) – National Stock Exchange (NSE) – It is one of the dominant Stock Exchange and ranks
4th with respect to the volume of trading in Equity in the world in 2015. It is also the
largest Stock Exchange in India with respect to daily and average turnover for Equity
Shares since 1995.

Trading or Investing in Equity Market is considered as a risky investment option compared to all
other avenues of investment. As the risk is very high, the return also very high in Equity
Investment.

41
 II. Corporate FDs –

Corporate or Company Deposits refers to the deposits in which the investors makes the deposit
for a specified period of time at a certain rate of Interest. It is accepted by various NBFCs and
Financial Institutions. It is a risky investment option as compared to normal deposits as if the
company defaults, the investor cannot recover their amount invested by selling the documents.
Such type of deposits is unsecured and it doesn‟t allow pre-mature closure before the 6 months
period.

Corporate FDs provide higher rate of interest as compared to the Normal FDs. There are many
schemes where the investors have the options to receive interest at monthly or on a quarterly
basis.

Such type of Deposit is suitable to those such as trusts, Housewives, Senior Citizens etc.

III. Insurance –

Investment in insurance can be considered as the wise decision as it provides assurance of

financial security in case of any accident or financial loss. It also helps one in the repayment of
the debts.

Insurance is also a best options for the retirement as after retirement also there can be a regular
flow of money by choosing appropriate pension plans. It also provides tax savings to the
investors.

There are various policies from where the benefits can be received after the completion of the
term. In life insurance investment should be started from very early period because as older one
becomes, the more will be the difficulty to be qualified for getting the suitable policy.

IV. Bonds –

It is a type of instrument which is used by the company to raise funds. It is considered as an

investment for the fixed income. It is a low risk of investment option as it is the investment in
debt where at the time of bankruptcy, the debt holders will be paid off at first.

It provides opportunity to investment in diversified portfolio, to invest in Govt. bonds and also
helps to balance the negative return in the stock market.

The main problem with the bond is its biggest challenge to beat the inflation. Sometimes it
happens that the rate of Inflation is higher than that of rate of interest paid in bonds to the bond
holders. There is also a credit risk associated with the bonds.

42
 V. Mutual Funds –

It is an investment avenue which is managed by the professionals usually by the AMCs. In

Mutual Funds, the money is collected from various individuals and are invested in various
securities, stocks, bonds etc.

An investor can buy „units‟ of Mutual Funds of any scheme. The no. of units hold by the investor
represents its holding in to the particular scheme.

The main advantage of Investing in MFs is that it allows one to invest in the diversified portfolio
which will minimize the risk and also it is managed by the professionals who have expertise in
the field so, the investors who don‟t have much knowledge but wants to invest can invest in MF
to grow their money.

There are various schemes in MFs which can be tax efficiency for the investors such as ELSS
where the investor can reduce the amount of tax payable by investing in such schemes.

VI. Derivatives –

It is basically entering into the contract that obligates the buyer to buy an asset and the seller to
sell an asset at a predetermined future date and price. The assets includes Stocks, various Bonds
and Commodities, currency etc.

Derivatives are used for limiting the risk and lock the profit, for speculation purpose. They are
traded Over-The-Counter or through the Stock Exchanges. The various Derivatives are Futures,
Options, Swaps, Foreword.

The main benefit of Derivative is that the investor can make a huge amount of transaction with
the, less amount of money. If it is applied wisely, the investors can make a large amount of profit
on the Intraday also.

The biggest challenge is that it has an expire period where if the right amount is not get, it could
lead to a loss of large sum of money.

VII. Currency –

It is the process of buying and selling the currency of the world. Here in Currency trading or
Forex trading, the investors can get the benefit of the fluctuations in the exchange rates.

Here, in Forex market huge trading is done and it has a high liquidity but it is affected by the
variety of factors which is a risky type of trading. It uses leverage to get profit or loss with
respect to the size of the account.

43
 VIII. Exchange Traded Fund –

A marketable security that is traded on a stock exchange just as stocks. It is an exciting option
for the investors because it has a low cost, has a features like that of stocks and are also tax
efficiency.

ETFs are similar to the MFs but only difference is that they can be traded like the stocks
throughout the day whereas, MFs are priced only once each day i.e. on when the market shuts at
the end of the day.

ETFs helps to manage the risk by trading like stocks in the Futures and Options. It has also the
advantage of investment in the diversified portfolio which also helps to minimize the risk of
losing money from the single investment on the specific stock.

44
3.2 LITERATURE REVIEW
Juwairiya P. P. (2014) – he defined investment as an economical activity which attracts people
of all ages. There are various investment and people faces difficulty to choose among those
options. He suggest that SIP is the better option for investment as it helps the investors to create
wealth by investing a very small amount at a regular interval of time for a definite time period.

S. Prasanna Kumar (2014) – he states that there is difference in Investment and Savings.
Investment refers to the savings with the expectation to get some return on investment. There are
various options for investment such as Deposits in Banks, Mutual Funds, Equity, Bonds etc. the
study was conducted and majority of respondent preferred Deposit to be the better option for
investment.

Rajeshwari Jain (2014) – according to him, Investment refers to the opportunity for savings and
consumption in future which can be expressed in terms of money. He bifurcated the investment
in two sub divisions; one is fixed income statement which are FDs, Bonds, Preference Shares etc
and variable income statement which are equity capital market. He gathered data and found that
people with the age between 26 years to 35 years are associated in Investment related activities.

A N. Paunikar (2014) – equity Diversification Scheme and Equity linked saving schemes are
alike according to him with advantage of saving tax. He studied with the aim to understand
benefits under ELS schemes and found that ELS Schemes has well ROI.

Avinsah N (2014) – he examines the behavior of investment by analyzing different investment

options. The data obtained showed that most respondents have selected deposits in bank as their
as their first preference for investment and after that real estate is preferred by them. He
examines and found that the respondents below the age of 30 years preferred to invest in real
estate and the respondents above the age of 60 years preferred Life Insurance Policies. Salaried
people are more aware of different investment options.

R. Sreepriya, P. Gurusamy (2013) – investment can help the investors by providing return
which can be their additional income as well as growth in the amount invested. Investment refers
to the allotment of monetary resources to get the desired output over the certain period of time.
The fund left with them are invested in different sources by the salaried people. There are
various options for investment. The study revealed that 81 % respondent faced difficulty at the
time of investment.

V. R. Palanivelu, K. Chandrakumar (2013) – they studied the investment in different options

like Equity – High risk but high return, Debts – fixed rate of return, FDs with bank, insurance
etc – secured type of investment options but provides low interest rates. The analyzed data
showed that 56 % private employees, 30 % self-employed and 14% public sector employees took
the services offered by professionals. Graduate respondents are more focused towards the
investment.

45
Naila Iqbal (2013) – the study analyzes how a product is confirmed in the market. Market can
be said to be penetrated if the sales of 20% is generated in the given market. The study showed
that the Mutual Funds are regarded as more profit generating as well as less risky option.

A Ananth (2013) – the study examines the preference of investors towards different investment
options. He stated that share market is an investment option with high risk but with maximum
returns on the investment, there is no risk in commodity market, MFs are also a risky type of
investment but somewhat less as compared to that of share market and also having good return.

J. Paul Sundar Kirubakaran (2013) – he conducted a study to examine the behavior of an

investor on the basis of risk and protection of their investment. The study revealed that about
59% of the respondents preferred to have protection on their investment rather than having more
returns. The main precedence for investors in the protection of the amount invested.

M. Nandhini, D. Sivasakth (2013) – MFs are most preferred form of investment option for the
ordinary man as it invest in different securities and are mostly done by the expert. As per the
study, the main aim for investment is to maximize the wealth of the investors. MFs provides
good return with less risk.

Unmekha Tare, Vishal Mehta (2012) – the study states that there are various investment
options which are available to the investors. Investors can bifurcate the different investment
avenues by comparing their relative advantage and disadvantage and select the best options from
available alternatives. The examined data revealed that 32% investors choose LIC, 31% investors
have chosen FDs, 9% investors have chosen MFs, 6% of investors preferred jewelry etc.

Ravi Vyas (2012) – the study reveals various forms of investments. It states that MFs are safe
investment option with fair returns. The study shows that maximum no. of respondents prefers to
invest in Gold, and secondly deposits in bank and also insurance schemes. Investments in MFs
are limited. For high return, safety and reliability, MFs scores average among the investors.

Priyanka Jain (2012) – the study examines different investment avenues. It states that Equity
shares are having low return but the appreciation in capital is very high and also it has high risk
liquidity and marketability, Debentures are having high return on Investment and having low
liquidity risk. Deposits in banks have moderate return but having low appreciation in capital and
risk liquidity.

Yogesh P. Patel, Charul Patel (2012) – the study analyzes the various behavioural and
alternative in investment among the salaried people engaged in private sector. The data reveals
that male respondents invests more and their investments is between Rs 1 Lakh to Rs 2 Lakhs.

Simran Saini, et. el. (2011) – it states that much popularity has been achieved by MFs in India
due to its investment in diversified options. It studied the growth of MFs and found that the
growth is due to its fair return and tax benefits.

46
N. Geetha, M. Ramesh (2011) – the various factors of investment are analyzed in the study.
Investment in Equity is having very high risk and at the same time very high rate of return also.
Debts are considered as fixed return with low risk of investment option MFs and Bonds are also
having low risk and fair return. Deposits in banks and company deposits are having the lowest
risk but also low return on the investment, Gold and Real Estate is a kind of investment in which
there is no return but having appreciation in the capital.

S. Saravanakumar, S. Gunasekaran and R. Aathi(2011) – it showed that upward trend in the

capital market has allowed investors to fetch good amount of return. It was hard for the day
trader to take advantage of the market. They found that secondary market is preferred mostly
than primary market and cash market is preferred mostly than the market of Derivatives because
of having high risk when the market of Dderivatives are mostly preferred for maximum return.

47
3.3 BACKGROUND OF THE STUDY.
The study related to my topic is about to do the analysis of the financial products offered by the
ICICI Securities Ltd. As discussed earlier, there are various products under one roof of ICICI
Securities such as Mutual Funds, Bonds, ETF, Corporate FDs, Equity Trading, NCDs etc.

Study conducted by me is to know which product gives more return on investment and is mostly
preferred by the customers. The customer prefers to make more investment on such financial
product which provides maximum return which will help to multiply their money faster.

As every customers have different risk taking capability some prefer to invest in Equity which
gives more return but also risky among all the products.

Some are interested to invest their money on Mutual Fund which is a better option for those
investors who doesn‟t have much knowledge about the market. So, prefer to handle their money
to those who have specialized knowledge in it i.e., to AMC.

Some also prefer to invest their money on such products which provides fixed rate of Interest on
their investment. Such products are Corporate FDs, Debt Mutual Funds etc. these types of
products are preferred by those who don‟t have much risk bearing capacity and want stable
return on their investment.

Generally study is conducted for the following purpose

 To identify which instrument investors prefers more.

 To understand various risk and return associated with different financial products.
 To identify which product can be converted into liquidity easily.
 Products preferred by the investors to cope up with inflation.

48
3.4 PROBLEM STATEMENT
INTRODUCTION
A Problem Statement is a brief representation of the issues which is to be addressed or to be
improved upon. It is used to understand the gap between the problem faced by the organization
and the goal to be attained. For solving the specific problem, one needs to understand the
problem which can be possible through clear and specifically defined Problem Statement.

PROBLEM STSTEMENT OF THE TOPIC

To make an analysis on the investment made by the investors on the different financial products
or services provided by ICICI Securities Ltd. This problem tries to understand the investors‟
preference for different products on the basis of their risk taking ability as well as the return they
want on their investment.

As there are various financial products available but how the customer make investment on it on
the basis of their income, occupation age, Education etc.

49
3.5 RESEARCH OBJECTIVE

 To know the preference of customers on the different products offered by the ICICI
Securities Ltd. to know which product gives maximum return to the investors,

 To study different needs of the investors on their investment,

 To identify the different investment options which are available at ICICI Securities Ltd.

 To study the investors‟ preference for different options available on the basis of their age,
occupation, annual income, education etc.

 To identify which factors influence much to the investors to invest under various options
available,

 To study the investment options preferred by the investors on the basis of time span of
their investment.

50
4.0 RESEARCH METHODOLOGY –
Research Methodology is a particular process, way, or approach used for identifying , selecting,
processing, analyzing specific information about a particular subject or matter.

It allows the reader to ascertain or analyze judgmentally the common validity and credibility of
a study.

4.1 Research Design –

The Design used for doing research here is Descriptive Research.

It is a described as a method where all the wh-questions are used except Why to do the particular
research. This method of research is more specific and structured as compared to the Exploratory
Research as in this type of research, particular hypothesis are also analyzed.

4.2 Sources of Data –

The data has been collected from the customers who have their account with ICICI Securities
Ltd.

4.3 Data Collection Method –

Here the structured questionnaire and the survey by using telephone has been used to collect the
primary data.

4.4 Population –
Population for choosing the units of sampling encompasses all the customers having account
with ICICI Securities

4.5 Sampling Method –

Convenient Method of sampling has been used to gather the data from the respondents.

4.6 Sampling Frame –

The 100 respondents have been selected for the research purpose. so, the size of sample is 100.

51
4.7 Analysis and Interpretation –
There are two different tools which are being used for the evaluation of the data, which are
discussed as follows –

(A) Percentage analysis method –

This method prescribes the data in a percentage of the total observation. The method is a useful
tool for doing comparison among the various data as it brings all the data in a common base.
It can be obtained by counting the total no. of observation from each data type and then dividing
it with the total no. of observation.

(B) Ranking Method -

Here, in this method, the priority of investors from different financial products are being
established. Through this method, the desire of the investor for certain products can be known.

52
DATA ANALYSIS
PERSONAL DETAILS:
1. Your Gender
TABLE - 2
GENDER RESPONSE
Male 81
Female 19
Total 100

GENDER

Male
Female

Interpretation;

 In the above Pie-chart, we see that the number of male investors are more than that of
female. From the total of 100 respondents, the number of male investors are 81 and the
female are19.

 The decrease in the number of Female investors is due to their lower risk taking capacity,
less knowledge about the investment products and their fewer saving to make investment

53
 2. Which Age Category you belongs to?

TABLE - 3
AGE PERCENTAGE
Below 20 Years 03
21 Years to 30 Years 28
31 Years to 40 Years 42
41 Years to 50 Years 18
Above 50 Years 09
Total 100

AGE CATEGORY

Below 20 Years
21 Years to 30 Years
31 Years to 40 Years
41 Years to 50 Years
Above 50 Years

Interpretation:

It is seen from the above chart that the more number of Investors are from the age category of 31
Years to 40 Years which is followed by the investors of the age category of 21 Years to 30
Years. The least number of investors are in the age category of below 20 Years which is only 3%
and are followed by the investors above 50 Years which is 9%.

By conducting the survey, it was found that the more number of investors within the age group
31 Years to 40 Years is due to their requirement of wealth for the future family planning such as
child‟s higher education, retirement planning etc

The age below 20 Years are not so much aware of the investment and they don‟t have the
account also.

54
 3. What is your Educational Qualification?

TABLE - 4
EDUCATION PERCENTAGE
Under Graduate 28
Graduate 45
Post Graduate 27
Total 100

EDUCATIONAL QUALIFICATION

Under Graduate
Graduate
Post Graduate

Interpretation:

It has been found that the most number of Investors are graduate which are 45% and the Post
Graduate investors are 27%.

It was observed that as the literacy level of the investor‟s increase, the start to invest more to
grow their money. They are well aware of the various Investment products and make investment
on it so, that they can earn more return

55
 4. You are involved in which of the following occupation?

TABLE - 5
OCCUPATION PERCENTAGE
Business 29
Govt. Employee 11
Professionals 16
Employee of Private Firm 28
House Wife 04
Retired Person 05
Student 07
Total 100

OCCUPATION

Business
Govt. Employee
Professionals
Employee of Private Firm
House Wife
Retired Person
Student

Interpretation:

From the above chart, we can observe that more number of investors are Businessmen (29%) and
Employee of Private Firm (28%) and the least number of Investors are House Wife (4%).

The less number of House Wife as Investor is due to less amount of money in their hands to
invest, low educational qualification, less awareness about the different financial products etc.
they prefer to make savings in banks more rather than doing investment.

The Employees of private firms and business men are doing more investment as they have their
family planning, tax saving purpose, retirement purpose and to grow their money faster than by
simply savings in banks.

56
 5. What is Your Income Annually?

TABLE – 6
INCOME PERCENTAGE
Below Rs 2.5 Lakhs 23
Rs 2.5 Lakhs to Rs 5 Lakhs 34
Rs 5 Lakhs to Rs 7.5 Lakhs 26
Rs 7.5 Lakhs to Rs 10 Lakhs 14
Above Rs 10 Lakhs 03
Total 100

INCOME (ANNUALLY)

Below Rs 2.5 Lakhs

Rs 2.5 Lakhs to Rs 5 Lakhs
Rs 5 Lakhs to Rs 7.5 Lakhs
Rs 7.5 Lakhs to Rs 10 Lakhs
Above Rs 10 Lakhs

Interpretation:

We can see from the above chart that the people With income of Rs 2.5 Lakhs to Rs 5 Lakhs
invest mostly (i.e., 34%) and the least people (3%) who invest are having income more than Rs
10 Lakhs annually.

From the survey it was found that as the amount of income is less, they want to make investment
because of their financial safety for future needs. If they require huge amount of money at any
point of time in future, they cannot be able. So, they prefer to invest so that they can be able to
cope up with some future uncertainty.

57
QUESTIONS

1. Why do you prefer ICICI Securities Ltd. for making Investment?

TABLE - 7
FEATURES PERCENTAGE
Provides Online Platform 22.37
Provides all types of Financial Products under one roof 28.95
Better Services 30.92
Provides Expert Advice for making Investment 17.76
Total 100

PREFERENCE FOR ICICI SECURITIES LTD. FOR

MAKING INVESTMENT
Provides Expert Advice for
making Investment
Better Services
PREFERENCE FOR ICICI
Provides all types of Financial SECURITIES LTD. FOR MAKING
Products under one roof INVESTMENT
Provides Online Platform

0 5 10 15 20 25 30 35

Interpretation:
The success of ICICI Securities Ltd. lies in the Service the provide to the customers. More than
30% of the Respondent have said that the like to invest in ICICI Securities Ltd. is because of
their better service. The investors can take help of the online website for help. They are also free
to solve any query related to investment by call also. The feedback of the customers are also
taken into consideration for improvement.
The next preference is that it provides all the financial products under one roof. The people who
wanted to make investment in any of the financial products can invest easily.

58
 2. What is your Duration of Investment?
TABLE – 8
DURATION PERCENTAGE
Short Term (Less than 1 Year) 24
Medium Term (Between 1 Year to 5 Years) 35
Long Term (Greater than 5 Years) 41
Total 100

DURATION OF INVESTMENT
Short Term (Less than 1
Year)
Medium Term (Between 1
Year to 5 Years)
Long Term (Greater than 5
Years)

Interpretation:
From the above mentioned Pie-chart, we can observe that the more number of investors prefer to
invest for long term (i.e., 41%) and the least number of Investors prefers to invest for Short Term
(i.e., 24%).
Long term investors prefers to invest in Bonds, Corporate FDs, Insurance etc
Short term investors prefer to invest in Derivatives, Currency Trading
Medium Term Investor prefers to Invest in Stock Market, Mutual Funds etc

59
 3. Which of the Financial Products of ICICI Securities You are aware of?
TABLE – 9
FINANCIAL PRODUCTS PERCENTAGE
Equity Stocks 19.34
Mutual Funds 20.36
Insurance 21.37
ETF 2.80
Currency Trading 1.53
Bonds 16.03
Corporate FDs 12.72
Derivatives 5.85
Total 100

AWARENESS OF FINANCIAL PRODUCTS OF ICICI

SECURITIES LTD.
Derivatives
Corporate FDs
Bonds
Currency Trading
AWARENESS OF FINANCIAL
ETF PRODUCTS OF ICICI SECURITIES
Insurance LTD.
Mutual Funds
Equity Stocks

0 5 10 15 20 25

Interpretation:

From the above Bar-chart, We See that highest number of people are aware with Insurance
(i.e.,21.37%) and the lowest no. of people are aware with Currency Trading (i.e., 1.53%).

It is because the people are not much investing in Forex market due to their lack of knowledge
and they prefer to invest in Insurance.

60
 4. On which products of ICICI Securities Ltd. you invest more?
TABLE – 10
FINANCIAL PRODUCTS PERCENTAGE
Mutual Funds 26.00
Insurance 23.32
Equity Stock 17.49
Currency Trading 00.90
Exchange Traded Fund(ETF) 01.79
Bonds 14.80
Derivatives 6.28
Corporate FDs 09.42
Total 100

More Investment by investors in Financial

Products
Corporate FDs
Derivatives
Bonds
Exchange Traded Fund (ETF)
Currency Trading More Investment by investors in
Financial Products
Equity Stock
Insurance
Mutual Funds

0 5 10 15 20 25 30

Interpretation:
The above chart shows that 26% of people invest in Mutual Funds which is followed by
Insurance (i.e., 23.32%) and Equity Stock (i.e., 17.49%). The people have least interest in
Currency Trading (i.e., 0.90%).
From the question asked, it was discovered that most of the people invest in Mutual Funds due to
its Moderate risk, Diversified Investment Portfolio and don‟t requires much knowledge than
Equity Stocks.
Insurance is preferred due to its safety Feature and also to save tax by business men.

61
 5. What factors do you consider more while making investment?
TABLE - 11
FACTORS PERCENTAGE
High Return 32
Safety of Invested money 31
Regular Interest 22
Easy Liquidity 06
Tax Efficiency 09
Total 100

FACTORS CONSIDERED FOR MAKING

INVESTMENT
High Return
Safety of Invested money
Regular Interest
Easy Liquidity
Tax Efficiency

Interpretation:
Most people invest money in order to get maximum return from their investment. From the
above pie-chart, we can see that 32% of people invest in order to get maximum return. It is
immediately followed by Safety of Invested Money which is considered by 31% of the total
respondents. They also want safety of their invested amount while making investment.
Easy Liquidity is the least considered factor while making investment as most of the people
prefer to invest for long term and medium term. So, they don‟t want to liquidate their money in
the short period of time.
The people invest money from their savings or after making all the required expenses. So, it is
their surplus money which they don‟t require immediately. They want to get the benefit of the
invested money in the future.

62
 6. You prefer to make Investment in Financial products which are having?
TABLE – 12
FACTORS PERCENTAGE
High risk but also having high return 22
Low risk but also having low and regular fixed income 36
Moderate risk and moderate return 42
Total 100

PREFERRED RISK FACTOR CONSIDERED

WHILE MAKING INVESTMENT

High risk but also having high

return
Low risk but also having low
and regular fixed income
Moderate risk and moderate
return

It is clear from the above chart that most of the investor prefer moderate risk and moderate return
from their investment (i.e.,42%). With moderate risk they prefer to invest in Mutual Funds which
can make their money grow more faster than that of Insurance, Corporate FDs, Bonds etc which
are having least risk.
Some people who don‟t have much knowledge about all Financial products prefers to invest in
Bonds, Insurance which are having low risk compared to other Financial Products
Aggressive Investors who want to grow their money very rapidly have high risk in their
investment. It was found that such investors constitute 22% of the total respondents surveyed.

63
 7. Which of the financial products have lowest risk according to you?
TABLE – 13
FINANCIAL PRODUCTS PERCENTAGE
Mutual Funds 12.98
Equity Stocks 0
Currency Trading 0
Insurance 40.46
Corporate FDs 18.32
Bonds 24.43
ETF 3.05
Derivatives 0.76
Total 100

FINANCIAL PRODUCT HAVING LOWEST RISK

Derivatives
ETF
Bonds
Corporate FDs
Insurance FINANCIAL PRODUCT HAVING
LOWEST RISK
Currency Trading
Equity Stocks
Mutual Funds

0 10 20 30 40 50

Interpretation:
It can be observed from the above bar-chart that 40.46% of respondents believe that Insurance
have lowest risk among all other Financial Products. Bonds are also having lowest risk preferred
by 24.43% of respondents.
No Respondents believe that Equity Stocks and Currency Trading as Lowest risk financial
products.
As, Insurance and Bonds gives lowest return than that of Equity Stocks, Forex Trading and
Derivatives, which can give maximum return if invested wisely, they have highest risk compared
to all other financial products.

64
 8. Which among the Financial Product can give maximum return according to you?
TABLE - 14
FINANCIAL PRODUCTS PERCENTAGE
Equity Stocks 61.90
Mutual Funds 17.46
Bonds 0.79
Derivatives 14.30
Currency Trading 3.97
ETF 0.79
Insurance 0.79
Corporate FDs 0
Total 100

FINANCIAL PRODUCT HAVING MAXIMUM

RETURN
Corporate FDs
Insurance
ETF
Currency Trading
Derivatives FINANCIAL PRODUCT HAVING
MAXIMUM RETURN
Bonds
Mutual Funds
Equity Stocks

0 10 20 30 40 50 60 70

Interpretation:
It can be seen clearly from the above chart that 61.90% of the respondents believe that Equity
Stocks can give maximum return and 17.46% of the respondents believe that Mutual Funds can
yield maximum return and no respondent says Corporate FDs can give maximum return.
As Equity Stocks are having highest risk so, the respondents wants Maximum Return for their
investment.

65
 9. If you invest in Equity Stock, you give much preference to?
TABLE – 15
FACTORS PERCENTAGE
Past Return 26.40
Growth Opportunity 22.60
Expert Advice 45.30
Technical Analysis 05.70
Total 100

FACTORS TO BE CONSIDERED TO INVEST

IN EQUITY STOCK

Past Return
Growth Opportunity
Expert Advice
Technical Analysis

Interpretation:
Here, from the above chart, we can see that 45.30% of the respondent use expert advice while
making investment. 5.70% of the respondent said that they do Technical Analysis before
investing in Equity Stock.
The investor prefers to use Expert Advice as they don‟t have much clear knowledge about the
Stock market. They cannot make analysis by their own as they are engaged in some occupation
and don‟t have much time to make detail study to choose right stock.
26.40% of the respondents believe that they make investment by comparing the past return
obtained from the particular script. They think that if the script has given fair return in past then
there are also chances to get good return again.

66
 10. Why do you prefer to invest in Equity stock market?
TABLE – 16
INVESTMENT PREFERENCE PERCENTAGE
Return 63.50
Risk 28.80
Good Knowledge about market 07.70
Total 100

PREFERENCE TO INVEST IN EQUITY STOCK

MARKET

Return
Risk
Good Knowledge about market

Interpretation:

The above Pie-Chart shows that 63.50% of the respondent prefer to have more return from
investing in Equity Stock, 28.80% of the investor believe that there are low risk factor while
making investment in Equity Stock and 7.70% of the respondent invest in Stock market as they
have good knowledge about the market.

It was found that if the investment is made in Equity Stock for long duration of time frame then
it can provide maximum return from the investment and it can also lowers the risk factor with
comparison to the investment made for the shorter period of time or doing trading.

67
 11. If you are investing in Mutual Fund, you give much preference to which of the
following schemes?
TABLE – 17
SCHEMES PERCENTAGE
Debt 36.10
Equity 47.50
Hybrid 16.40
Total 100

Preferred Schemes for Investing in

Mutual Funds

Debt
Equity
Hybrid

Interpretation:
From the above pie-chart, it is clear that 47.50% of the respondents invest in Equity Schemes of
Mutual Fund, 36.10% of respondents prefers to invest in Debt Scheme and 16.40% of the
respondents invest in Hybrid Scheme of Mutual Fund.
By Survey, it was discovered that people prefer Equity Scheme as in this scheme, the investment
is made in Diversified Sectors and also the Individual sector. It also helps to minimize the risk as
it also invest in global market which can also achieve good return from that. People who want to
invest for long term invest in such scheme.
People less prefers to invest in Hybrid Scheme as it provides comparatively less return with that
of Equity Scheme.

68
 12. Your Preference for investing in Mutual Funds
TABLE – 18
PREFERENCE FACTOR PERCENTAGE
Moderate Risk 39.70
Good Return 17.20
Diversified investment portfolio 34.50
Various schemes 08.60
Total 100

PREFERENCE FACTOR FOR INVESTING

IN MUTUAL FUNDS

Moderate Risk

Good Return

Diversified investment
portfolio
Various Schemes

Interpretation:
The above pie-chart shows that people prefer to invest in Mutual Funds because of its moderate
risk and diversified investment portfolio. From the survey it was found that 39.70% of people
prefer to invest in Mutual Funds as it is having Moderate Risk with comparison to Equity Stock
with high risk.
34.50% of the respondent believes that as it provides Diversified Investment Portfolio, they
prefer to make investment in Mutual Funds. With the diversification in investment portfolio,
investors can get maximum benefit and also ir lowers the risk of losing the invested money.

69
 13. Why do you prefer to invest in Bonds / Corporate FDs?
TABLE - 19
PREFERENCE FACTOR PERCENTAGE
Stable Return 32.70
Low Risk 40.80
Easy to invest 26.50
Total 100

PREFERENCE FACTOR TO INVEST IN

BONDS / CORPORATE FDs

Stable Return
Low Risk
Easy to invest

Interpretation:

Here, the above pie-chart shows that most of the respondent (i.e.,40.80%) believes that
Investment in Bonds / Corporate FDs have very low risk, 32.70% of the respondent believes that
making in such instruments can provide stable return on their investment and 26.50% respondent
prefers to invest because such instrument are very east to invest and don‟t require much
knowledge.
It is discovered from the respondent that making investment is such instrument has very low risk
and as they are invested for the long time, they can get stable return after a specified period of
time which can be benefitted to them at the time of their retirement.

70
 14. Your Preference to invest in Insurance
TABLE – 20
PREFERENCE FACTOR PERCENTAGE
Safety 64.10
Knowledge 07.80
Tax saving purpose 28.10
Return 00
Total 100

PREFERENCE FACTOR TO INVEST

IN INSURANCE

Safety
Knowledge
Tax saving purpose
Return

Interpretation:
It was discovered from the above chart that most of the people (i.e.,64.10%) prefers to invest in
Insurance due to Safety factor and no one prefers to invest in Insurance for getting return. People
also prefers to invest in Insurance for Tax saving Purpose. 28.10% of people invest in Insurance
for Tax saving purpose.
Generally, people invest in Insurance to protect their family from certain uncertain occurrences
such as death or accident, for protecting the business etc. the people with high income and
businessmen prefers to invest in Insurance for tax efficiency purpose also.

71
 15. Why do you want to invest in Derivatives?
TABLE – 21
FACTORS PERCENTAGE
Return 18.80
To offset the risk 31.30
More benefit by investing less 50.00
Total 100

PREFERENCE TO INVEST IN
DERIVATIVES

Return

To offset the risk

More benefit by
investing less

Interpretation:
The main benefit investor prefers by investing in derivatives is the more benefit it gives by
investing less. 50% of the respondent thinks such that. 18.80% of the respondents prefer to invest
in Derivatives to get more return and 31.30% of the respondent uses derivatives instrument to
offset the risk.
As most of the people prefer to get more benefit which seems that if invested in derivatives
properly people can get the good amount of margin by investing only few amount. Derivatives
are also used to minimize the risk.

72
 16. How is your overall experience towards Investment?
TABLE – 22
RATING PERCENTAGE
Highly Satisfied 31.00
Satisfied 48.00
Average 19.00
Dissatisfied 02.00
Highly Dissatisfied 00.00
Total 100

OVERALL EXPERIENCE
TOWARDS INVESTMENT
Highly Satisfied
Satisfied
Average
Dissatisfied
Highly Dissatisfied

Interpretation:

From the above pie-chart, we can observe that 48% of the respondents are satisfied from their
investment made. There is no respondent who is highly dissatisfied with the investment, 31% of
the respondents are highly satisfied.
It was discovered that the people who invest their money for medium term and long term are
satisfied. People who are satisfied with their investment prefers to invest their money in financial
products which are having moderate risk as well as moderate return such as Mutual Funds.
Dissatisfied people are those who prefers to invest for very short period of time and invest in the
Instruments in which they don‟t have much knowledge. They make trading in Equity Stock
market without doing much research.

73
TESTING OF HYPOTHESIS:

Here Chi-square Test of Independence has been used to test the following:

1. Whether Investment Preference towards various Financial Product is Independent

of Occupation.
Here,
H0: Investment Preference towards various financial products is Independent of Occupation.
H1: Investment Preference towards various financial products is dependent of Occupation.

To test the above Hypothesis Chi-Square (Test of Independence) has been used:

2
fo − fe
𝜒2 =
fe

Where, fo = Observed Frequency, and

Fe = Expected Frequency.
TABLE - 23
Financial Mutual Insuranc Equity Curre ETF Bonds Derivat Corporat Tota
Products Fund e Stock ncy ives e FDs l
Occupati Tradin
on g
Business 15 20 11 0 0 8 2 5 (5.74) 61
(15.87) (14.22) (10.67) (0.55) (1.09) (9.03) (3.83)
Govt. 6 (7.02) 6 (6.30) 4 (4.72) 0 1 6 1 3 (2.54) 27
Employe (0.24) (0.48) (3.99) (1.69)
e
Professio 10 4 (9.56) 6 (7.17) 1 2 9 3 6 (3.86) 41
nals (10.66) (0.37) (0.74) (6.07) (2.57)
Employe 20 14 14 1 1 7 7 3 (6.31) 67
e of (17.42) (15.62) (11.72) (0.60) (1.20) (9.91) (4.21)
Private
Firm
House 1 (1.56) 4 (1.40) 0 (1.05) 0 0 1 0 0 (0.57) 6
Wife (0.05) (0.11) (0.89) (0.37)

74
Retired 0 (2.86) 3 (2.57) 2 (1.92) 0 0 2 1 3 (1.04) 11
Person (1.10) (0.20) (1.63) (0.69)
Student 6 (2.60) 1 (2.33) 2 (1.75) 0 0 0 0 1 (0.94) 10
(0.09) (0.18) (1.48) (0.63)
Total 58 52 39 2 4 33 14 21 223

Level of Significance = 0.05

2 f o −f e 2
𝜒𝑐𝑎𝑙 = = 44.6479, and
fe

2
𝜒𝑡𝑎𝑏 = 58.124
α = 0.05
df = (C-1)(R-1) = 42
Conclusion:
As, the calculated value of Chi-Square is less than its tabulated value, thus the Null Hypothesis is
accepted and the Alternate Hypothesis is Rejected.

75
 2. Whether Investment Preference towards various financial product is independent of
Age Group:
H0: Investment Preference towards various Financial Product is Independent of Age Group
H1: Investment Preference towards various financial product is dependent of Age Group
TABLE - 24
Financia Mutua Insuranc Equity Currenc ETF Bonds Derivative Corporat Tota
l l e Stock y s e FDs l
Product Funds Trading
Age
Below 2 0 (0.70) 0 0 (0.03) 0 0 0 (0.19) 1 (0.28) 3
20 (0.78) (0.52) (0.05 (0.44)
)
21 – 30 21 11 16 1 (0.63) 1 7 6 (4.39) 7 (6.59) 70
years (18.21 (16.32) (12.24 (1.25 (10.63
) ) ) )
31 – 40 24 22 15 1 (0.80) 3 14 4 (5.59) 6 (8.38) 89
years (23.14 (20.75) (15.57 (1.60 (13.17
) ) ) )
41 – 50 9 13 6 0 (0.36) 0 6 3 (2.57) 4 (3.86) 41
years (10.66 (9.56) (7.17) (0.74 (6.07)
) )
Above 2 6 (4.66) 2 0 (0.18) 0 6 1 (1.26) 3 (1.88) 20
50 years (5.20) (3.50) (0.36 (2.96)
)
Total 58 52 39 2 4 33 14 21 223

Level of Significance is 0.05

2 f o −f e 2
𝜒𝑐𝑎𝑙 = = 23.8085, and
fe

2
𝜒𝑡𝑎𝑏 = 41.3372
α = 0.05
df = (C-1)(R-1) = 28

Conclusion:
Here, calculated value of Chi-Square i.e., 23.8085 is Less than the Tabulated Value i.e., 41.3372
Therefore, the Null Hypothesis is accepted and the Alternate Hypothesis is rejected.

76
 3. Whether Investment Preference towards various Financial Product is Independent
of Income of the Investors
H0: Investment Preference towards various Financial Product is Independent of Income,
H1: Investment preference towards various Financial Product id Dependent of Income
TABLE - 25
Financia Mutua Insuranc Equity Currenc ETF Bonds Derivative Corporat Tota
l l e Stocks y s e FDs l
Product Funds Trading
s
Income
Below 10 11 5 0 (0.34) 0 4 3 (2.38) 5 (3.58) 38
2.5 (9.88) (8.86) (6.65) (0.68 (5.62)
Lakhs )
2.5 – 5 21 19 18 1 (0.73) 1 11 4 (5.08) 6 (7.63) 81
Lakhs (21.07 (18.89) (14.17 (1.45 (11.99
) ) ) )
5 – 7.5 16 9 9 1 (0.54) 2 14 3 (3.77) 6 (5.67) 60
Lakhs (15.61 (13.99) (10.49 (1.08 (8.88)
) ) )
7.5 – 10 8 12 5 0 (0.31) 1 3 3 (2.20) 3 (3.29) 35
Lakhs (9.10) (8.16) (6.12) (0.63 (5.18)
)
Above 3 1 (2.10) 2 0 (0.08) 0 1 1 (0.57) 1 (0.85) 9
10 (2.34) (1.57) (0.16 (1.33)
Lakhs )
Total 58 52 39 2 4 33 14 21 223

Level of Significance is 0.05

2 f o −f e 2
𝜒𝑐𝑎𝑙 = fe
= 16.8415

2
𝜒𝑡𝑎𝑏 = 41.3372
α = 0.05, and
df = (C-1)(R-1) = 28
Conclusion:
The Calculated value of Chi-Square is less than its Tabulated value, thus the Null Hypothesis is
Accepted and the Alternate Hypothesis is Rejected.

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 4. Where Investment Preference towards various Financial Product is Independent of
Education
H0: Investment Preference towards various financial products is Independent of Education
H1: Investment Preference towards various financial products is Dependent of Education
TABLE - 26
Financial Mutua Insuranc Equity Currenc ETF Bonds Derivative Corporat Tota
Products l e Stocks y s e FDs l
Educatio Funds Trading
n
Under 11 18 8 0 (0.47) 0 9 2 (3.33) 5 (4.99) 53
Graduate (13.78 (12.36) (9.27) (0.95 (7.84)
) )
Graduate 30 24 21 0 (0.92) 0 11 7 (6.46) 10 (9.70) 103
(26.79 (24.02) (18.01 (1.85 (15.24
) ) ) )
Post 17 10 10 2 (0.60) 4 13 5 (4.21) 6 (6.31) 67
Graduate (17.42 (15.62) (11.72 (1.20 (9.91)
) ) )
Total 58 52 39 2 4 33 14 21 223

Level of Significance is 0.05

2 f o −f e 2
𝜒𝑐𝑎𝑙 = = 23.5270
fe

2
𝜒𝑡𝑎𝑏 = 23.6848
α = 0.05, and
df = (C-1)(R-1) = 14
Conclusion:
The calculated value i.e., 23.5270 is less than its tabulated value 23.6848 and thus the Null
Hypothesis is accepted and the Alternate Hypothesis is Rejected.

78
5.0 FINDINGS
The followings are some findings by conducting the survey:

 Most of the investors are male as compared to the female and female mostly prefers to
invest in safest investment options like Bonds, Insurance.
 People mostly prefers to invest for a longer period of time to maximize their wealth. It is
because of their future planning such as Child‟s higher education purpose, marriage of
their children, regular income option at the time of their retirement etc
 People above the age of 40 years invest on the instruments which are safe and give fixed
and regular interest. They dint want to take much risk where as the people below the age
of 40 years prefers higher return so prefers to invest in Equity Stock, Mutual Funds etc
more.
 Some of the people mostly Businessmen mostly prefers to invest for the purpose of
reducing the amount of tax payable on their income.
 People prefers to invest in –
o Mutual Funds for its moderate risk and moderate return,
o Equity Stock for getting more return,
o Insurance for safety purpose,
o Bonds for its low risk for loss of money,
o Derivatives for the purpose of getting more margin by investing less amount of
money.
 Most of the investors prefers to make investment because of the high return it gives as
compared to simply saving the money in the bank. They also gives much preference to
the safety factor while investing money.

By doing the Chi-Square (Test of Independence), if was found that:

 Investor‟s Preference to invest is Independent to their Income, Age and Education and
Occupation.

79
5.1 CONCLUSION

The project prepared by me helped me to know the various investment options and how people
prefers to make investment on different products. It also gave me the practical knowledge about
how to work in the corporate and the discipline needed to be followed. There are various people
with different ages are working and how work by cooperating with them is also learned by me.
By meeting different customers, I learnt how to talk with them and convince them to be our
customer.
The overall learning with the ICICI Securities Ltd. was very helpful and the practical exposure
will benefit me in my further studies.

80
5.2 LIMITATIONS:

 The study conducted by me by taking the sample size of 100 and is done in the Rajkot
city only.
 Some People are not agree to give response as they are busy in their own schedule. So,
their response was not taken.
 Investors, preference changes with time and various economic factors which are not
taken into consideration.
 People are aware of the Equity market but don‟t want to invest in it because of high risk
involved in it.

81
6.0 REFERENCE / BIBLIOGRAPHY
 SreePriya, R., & Gurusamy, P. (2013). Investment Pattern of Salaried People-A Study in
Coimbatore District. Finance, Jan, 2(1), 114-115
 Kothari H. (2012). Investors Behaviour towards Investment Avenues: A Study with
reference to Indore City. Altius Shodh Journal of Management & Commerce
 Vyas, R. (2012). Mutual Fund Investor‟s Behaviour and Perception in Indore City.
Researchers World, 3(3), 67
 Yogesh, C. A., Patel, P., Charul, C. S., Patel, Y., & Somaiya, S. K. (2012). A Study of
Investment Perspective of Salaried people (Private Sector). Asia Pacific Journal of
Marketing and Management Review, 1(2).
 Saini, S., Anjum, B., & Saini, R. (2011). Investor‟s awareness and perception about
Mutual Funds. International Journal of Multidisciplinary Research, 1(1), 14-29
 Geetha, N., & Ramesh, M. (2011). A study on people‟s preferences in Investment
Behaviour. International Journal of Engineering and Management Research, 1(6), 285 -
306
 Research Methodology By Naval Bajpai.

WEBLIOGRAPHY -
https://www.prenewswire.com/news-releases/financial-services-global-market-report-2018-
300600616.html
https://www.ibef.org/industry/financial-services-india.aspx
https://business.mapsofindia.com/sectors/financial/growth.html
https://www.timesjob.com/timesjob/icicisecurities/index.html
https://www.timesjob.com/timesjobs/icici_securities/index.html
https://economictimes.indiatimes.com/icici-securities-ltd/infocompanyhistory/companyid-
5265.cms
http://content.icicidirect.com/idirectcontent/ProductService/ProducService.aspx?

82
 ANNEXURE

QUESTIONNAIRE
Respected Respondents,
I am a Student of Atmiya Institute of Technology & Science, Rajkot, pursuing MBA
Programme. I am conducting a research on “AN ANALYSIS OF INVESTMENT
PREFERENCE TOWARDS VARIOUS FINANCIAL PRODUCTS OF ICICI SECURITIES
LTD. (RAJKOT REGION).” I request you to spend your valuable time to fill up the
questionnaire so, that it would be very helpful for me to get the appropriate information to make
some findings on the basis of that.

Personal Details:

1. Name:

2. Which age category you belongs to:

(A) Below 20 years (B) 21 years to 30 years
(C) 31 years to 40 years (D) 41 years to 50 years
(E) Above 50 years

3. What is your Educational Qualification?

(A) Under Graduate (C) Post Graduate
(B) Graduate (D) Other

4. You are involved in which of the following occupation

(A) Business (E) House Wife
(B) Govt. Employee (F) Retired Person
(C) Professionals (G) Student
(D) Employee of Private Firm (H) Other

5. What is your income annually?

(A) Below Rs 2.5 Lakhs (D) Rs 7.5 Lakhs to Rs 10 Lakhs
(B) Rs 2.5 Lakhs to Rs 5 Lakhs (E) Above Rs 10 Lakhs
(C) RS 5 Lakhs to Rs 7.5 Lakhs

83
 Questions:

1. Why do you prefer ICICI Securities for making your Investment?

(A) Provides online platform
(B) Provides all types of Financial Products under one roof
(C) Better Service
(D) Provides expert advice for making Investment

2. What is your duration for investment?

(A) Short Term (less than 1 year)
(B) Medium Term (Between 1 Year to 5 Years)
(C) Long Term (Greater than 5 Years)

3. Which of the Financial Products of ICICI Securities Ltd. you are aware of? (Please Tick)
(A) Equity Stock (E) Currency Trading
(B) Mutual Funds (F) Bonds
(C) Insurance (G) Corporate FDs
(D) ETF (H) Derivatives

4. On which product of our ICICI Securities Ltd. you invest more?

(A) Mutual Funds (E) Exchange Traded Fund (ETF)
(B) Insurance (F) Bonds
(C) Equity Stock (G) Derivatives
(D) Currency Trading (H) Corporate FDs

5. What factors do you consider more while making Investment?

(A) High Return (D) Easy Liquidity
(B) Safety of Invested Money (E) Tax Efficiency
(C) Regular Interest (F) Other

6. You prefer to make investment in financial products which are having:

(A) High risk but also having high return
(B) Low risk but having low and regular fixed return
(C) Moderate risk and moderate return

7. Which of the following Financial Product have lowest risk according to you?
(A) Mutual Funds (E) Corporate FDs
(B) Equity Stocks (F) Bonds
(C) Currency Trading (G) ETF
(D) Insurance (H) Derivatives

84
8. Which among the following financial product can give maximum return according to
you?
(A) Equity Stocks (E) Currency Trading
(B) Mutual Funds (F) ETF
(C) Bonds (G) Insurance
(D) Derivatives (H) Corporate FDs

9. If you invest in Equity Stock, you give much preference to? (Please give ranking)
(A) Past Returns (C) Expert Advice
(B) Growth Opportunity (D) Technical Analysis

10. Why do you prefer to invest in Equity Stock market?

(A) Return (C) Good Knowledge about market
(B) Risk (D) Other

11. If you are investing in Mutual Fund, you give much preference to which of the following
Scheme?
(A) Debt (C) Hybrid
(B) Equity

12. Your preference for investing in Mutual Funds

(A) Moderate Risk (C) Diversified Investment portfolio
(B) Good Return (D) Various Schemes

13. Why do you prefer to invest in Bonds / Corporate FDs?

(A) Stable Return (C) Easy to invest
(B) Low Risk (D) Other

14. Your preference to invest in Insurance

(A) Safety (D) Return
(B) Knowledge (E) Other
(C) Tax Saving purpose

15. Why do you want to invest in Derivatives?

(A) Return (C) More benefit by investing less
(B) To offset the risk (D) Other

16. How is your overall experience towards investment?

(A) Highly Satisfied
(B) Satisfied
(C) Average
(D) Dissatisfied
(E) Highly dissatisfied

85