2nd Progress Report

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TITLE : A Study on Consumer Behaviour Towards Products & Services

Offered By Sharekhan

INDUSTRY OVERVIEW

Stock exchanges to some extent play an important role as indicators, reflecting the

performance of the countrys economic state of health. Stock market is a placewhere

securities are bought and sold. It is exposed to a high degree of volatility,prices fluctuate

within minutes and are determined by the demand and supply of stocks at a given time. Stock

brokers are the ones who buys and sells securities on behalf of individuals and institutions for

some commission.

The Securities and Exchange Board of India (SEBI) is the authorized body, which regulates

the operations of stock exchanges, banks and other financial institutions. The past

performances in the capital markets especially the securities scam by Hasrshad Mehta has

led to tightening of the operations by SEBI. In addition the international trading and

investment exposure has made it imperative to better operational efficiency. With the view to

improve, discipline and bring greater transparency in this sector, constant efforts are being

made and to a certain extent improvements have been made.

ABOUT SHAREKHAN COMPANY

Sharekhan is one of the top retail brokerage houses in India with a strong online trading

platform. The company provides equity based products (research, equities, derivatives,

depository, margin funding, etc.). It has one of the largest networks in the country with 704

share shops in 280 cities and Indias premier online trading portalwww.sharekhan.com.

With their research expertise, customer commitment and superior technology, they provideinvestors with end-to-end solutions in investments. They provide trade execution services

through multiple channels - an Internet platform, telephone and retail outlets.

Sharekhan was established by Morakhia family in 1999-2000 and Morakhia family, continues

to remain the largest shareholder. It is the retail broking arm of the Mumbai-based SSKI

[SHANTILAL SHEWANTILAL KANTILAL ISWARNATH LIMITED] Group. SSKI

which is established in 1930 is the parent company of Sharekhan ltd. With a legacy of more

than 80 years in the stock markets, the SSKI group ventured into institutional broking and
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corporate finance over a decade ago. Presently SSKI is one of the leading players in

institutional broking and corporate finance activities. Sharekhan offers its customers a wide

range of equity related services including trade execution on BSE, NSE, and Derivatives.

Depository services, online trading, Investment advice, Commodities, etc.

Sharekhan Ltd. is a brokerage firm which is established on 8th

February 2000 and now it is

having all the rights of SSKI. The company was awarded the 2005 Most Preferred Stock

Broking Brand by Awwaz Consumer Vote. It is first brokerage Company to go online. The

Company's online trading and investment site -www.Sharekhan.com- was also launched on

Feb 8, 2000. This site gives access to superior content and transaction facility to retail

customers across the country. Known for its jargon-free, investor friendly language and high

quality research, the content-rich and research oriented portal has stood out among its

contemporaries because of its steadfast dedication to offering customers best-of-breed

technology and superior market information.

Share khan has one of the best states of art web portal providing fundamental and statistical

information across equity, mutual funds and IPOs. One can surf across 5,500 companies for

in-depth information, details about more than 1,500 mutual fund schemes and IPO data. One

can also access other market related details such as board meetings, result announcements,

FII transactions, buying/selling by mutual funds and much more.

Sharekhan's management team is one of the strongest in the sector and has positioned

Sharekhan to take advantage of the growing consumer demand for financial services products

in India through investments in research, pan-Indian branch network and an outstanding

technology platform. Further, Sharekhan's lineage and relationship with SSKI Group provide

it a unique position to understand and leverage the growth of the financial services sector.
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Objectives of the Study

To conduct a survey for the company to find about the awareness ofvarious investment option.

To find out the awareness among cosumers about the awareness of Sharekhan as aFinancial Service provider..


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To understand the trend of investment among the consumers. To lea rn the behav iou r o f consumers in re spec t

of the vari ous inv est ment oppo rtu nit ies available.

To study the risk and return combination associated with the various investmentopportunities and whether the general public is aware about them.

To execute business for the company by selling demat accounts and mutual funds. To study the various products of the company.

PRODUCT & SERVICES

A Sharekhan outlet offers the following services:

Online BSE and NSE executions (through BOLT & NEAT terminals)

Free access to investment advice from Sharekhans Research team.

Sharekhan Value Line (a monthly publication with reviews of recommendations, stocks to

watch out for etc)

Daily research reports and market review (High Noon & Eagle Eye)

Pre-market Report (Morning Cups)

Daily trading calls based on Technical Analysis

Cool trading products (Daring Derivatives and Market Strategy)

Personalized Advice

Live Market Information

Depository Services

Derivatives Trading (Futures and Options)

IPOs & Mutual Funds Distribution

Internet-based Online Trading: Speed Trade

Types of Products

Classic Account Fast Trade Account Trade Tiger


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1. Classic Account

The features about classic account are-

It is basically used for beginners i.e. Fresher

Here the transactions can be done in BSE, NSE and F&O

There can be a market watch.

Here we can make four templates i.e. folders.

You can add 20 scrips in each template.

Here you can add minimum 20 scrip and maximum 100 scrip.

Top gainers, Top losers, Top traded equities and Top traded funds are the special links

available in this.

It gives maximum access.

You can keep lump sum amount in the account.

There is a link which is- whats in, whats out

A system required is Windows XP, 2000, IE 6.0


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2. Fast trade Account

The features about fast trade account are-

We can make five templates.

You can monitor 125 companies.

Systems required here are Windows XP, 2000, IE 6.0 and Java

You can also buy Mutual funds and IPO online.

You can also monitor circuits.

You can see the market depth i.e. the logic of demand and supply. It will help todecide

whether to buy or not.

It can also add trigger as in it works as a reminder.

This online trading platform is an applet- based application that provides livestreaming

quotes from BSE and NSE.

Get live market prices and market statistics like best bid price, quantity, best offer price and

quantity etc. for chosen stocks.


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3. Trade Tiger

Trade Tiger is an application that brings you the power of a brokers terminal, right from

your desktop.

Trade on multiple exchanges {NSE, BSE, MCX, NCDEX} from a single screen.

Customize market watches by scripts or sectors and view them on a single screen.

Get access to technical tools and trade like a pro. This account allows you to trade through website and is suitable for retail investors.

Online trading website also comes with a Dial-n-Trade service that enables to buy and sell

shares by calling dedicated toll-free number 1-800-22-7050


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THEORETICAL BACKGROUND

CONSUMER BEHAVIOR - A THEORETICAL INPUT

"The most important thing is to forecast where customers are moving and to be in front

of them." - Kotler The aim of marketing is to meet and satisfy target customers needs &

Wants. The field of Consumer Behavioral studies how indiv idua ls, grows , and

organizations. Sel ect , buy, use &dispose of goods, services, ideas or experiences to

satisfy their needs & desires.

Understanding consumer behaviour and "knowing customers" is never simple

.Customersmay say one thing but do another. They may not be in touch with their deeper

motivations. Theymay respond to influences that change their minds at the last

minute.Consumer behaviour is a process and purchase is only one stage in the process. There

aremany underlying influences ranging from internal motivations and attitudes to socialinfluencesof var iou s ki nds . Ye t, m oti vati on an d a t t i t ude can b e

und ers tood thr oug h res earc h. Per fect predication is never possible,

but properly designed and used research efforts can significantlylower the risk of

marketing

f a i l u r e . C o n s u m e r b e h a v i o r i s r e l a t e d t o a n i n d i v i d u a l p e r s o n ( m i c r

o b e h a v i o u r ) w h e r e a s consumption behaviour relates to the mass or

aggregates of individuals (macro behaviour).

Tie ups with Banks

Sharekhan has tied up with ten banks to facilitate the transfer of money from saving account

toDmat account and viceversa .and by only these banks one can transfer the money by e-

banking.

AXIS Bank

Bank of India

Citi Bank

HDFC

ICICI Bank

IDBI Bank

IndusInd Bank

Oriental Bank of Commerce {OBC}

Union Bank of India

Yes Bank


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COMPETITORS

1. India Bulls

2. Motilal Oswal

3. Religare

4. Kotak Securities

5. ICICI Direct

6. Anand Rathi

7. India Infoline

8. Reliance Money

9. Angel Broking

10. 5 paisa.com


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RESEARCH METHODOLOGY

THE STEPS IN RESEARCH PROCESS

DEFINE OBJECTIVE

DESIGNING QUESTIONNAIRE

GATHERING OF DATA

ACCUMULATE DATA

DATA ANALYSIS & INTERPRETATION

CONCLUSION & RECOMMENDATIONS


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Following are the various definitions of marketing research:

1)According to Philip Kotler , it is a systematic design, collection,

analysis, of data and relevant to a specific marketing situation facing

the company.

2)According to American Marketing Association, it is the function

which links the customer and the public to the marketer through

information used to identify and define marketing opportunities and

the problems; generate, redefine action; monitor marketing action;

monitor marketing performance and improve understanding of

marketing as a process.

Type of Research:

Descriptive research: Descriptive research is chosen for this project,because this project deals with, knowing the customer preferences for

the investment and knowing customer habits relating to financial

services provided by the consultancy.

Both quantitative and qualitative approaches are used for the project,

but more emphasis is given on the qualitative approach. As we tried to

know customers interested area of investment, so that we can measure

their motive.


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Client Feedback Form

Client name: ________________________ Client code: _____________________

Do you have any issues related to:

Operations

RM/Dealer service

Delivery of calls/ideas

TradeTiger

Brokerage

Do you transact with any other broker:

Yes

No

If Yes,

Name the broker:________________________________

What additional facilities do they offer? ________________________________

Sharekhan offers a host of training programmes for customers to help educate and

empower them. Would you be interested in any of the following?

How to trade in Commodities

Basics of Currency Futures

Usage of TradeTiger

How to make money in Day Trading

How to make money using Swing Trading

How to make money using Positional Trading

How to make money using Options

Investment for Beginners

How to trade like a Pro (OTA)


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Sharekhan offers a range of products to suit your needs. Would you like to know more

about any of the following products / services? (Please tick.)

TradeTiger trading platform

Mutual funds/SIP

NBFC funding

Commodities

PMS using Fundamental Research

PMS using Technical Research

Fundamental Research

Technical Research

Currencies

National Spot Exchange

Stock SIP

Option Strategies

Switch Ideas

Top Picks

We understand that your primary objective is to make money by participating in the

markets. Whatother factors drive you to trade in various markets?

Belief in long-term investments/wealth creation

Active trading to capture volatility

Leveraged positions for better returns

Leveraged day trading for absolute returns

How much return do you expect from the market annually?

____________ (%)

Trading/Investment decisions are based on multiple factors. Your transactions are

based on what?

Own understanding and reading of events

Technical charts

Broker calls

Calls subscribed through vendors on SMS


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Finance channels on TV

Market information from friends/relatives

Individual speakers/analysts you like

Operators inputs

Please rate the following: Poor Average Good Very Good Excellent

1. Your overall experience with Sharekhan

2. Our investment recommendations

3. Our trading calls

4. Courtesy and responsiveness of our staff

5. Knowledge and efficiency of our staff

Suggestions / Feedback: How would you like us to improve our services?

___________________________________________________________________________

___________________________________________________________________________

Please give us two references of your friends/colleagues/relatives:

Name:___________________________________________

Number/E-mail:____________________________________

Name:___________________________________________

Number/E-mail:____________________________________

Documents

2nd Progress Report