Customer Behavior in Relation to Edelweiss Broking Ltd.

, Bangalore
Submitted in partial fulfillment of the requirements for the award of the degree of

Master of Business Administration Submitted to: Punjab Technical University Jalandhar By: Rohit Pateriya 7676927420 Under the guidance of Dr. Nandeesh Hiremath, Asst Dean, IIBS
M.Sc.(Ag.), MBA, Ph.D., PGDHRM

#70, 2nd Main Road, 3rd Cross, Kanaka Nagar, Nagawara, BANGALORE 560 032 2009 11

Date:

CERTIFICATE

This is to certify that the Project titled Customer behavior in relation to Edelweiss Broking Ltd. carried out by Mr.Rohit Pateriya (REG No.- 9212400038) is a bonafide student of International Institute of Business Studies, Bangalore. This Project Work has been carried out in partial fulfillment for the award of Degree of Master of Business Administration under Punjab Technical University, during the year _2009 2011 It is hereby certified that he / she has completed the project satisfactorily.

Asst. Dean

Director

Date:

GUIDE CERTIFICATE

This is to certify that the Project titled Customer Behavior in relation to Edelweiss Broking Ltd. In Bangalore is a bonafide work carried out by Mr.Rohit Pateriya in partial fulfillment for the award of Degree of Master of Business Administration under Punjab Technical University, during the year _2009 - 2011_This Project Report has been approved as it satisfies the academic requirements in respect of project work prescribed for the award of MBA Degree.

Signature of the Guide: Name of the Guide: Dr. Nandeesh Hiremath

Signature of the Student: Name of the Student: Rohit Pateriya

External Examiner

Internal Examiner

DECLARATION

I Rohit Pateriya hereby declared that this project titled Customer Behavior in Relation to Edelweiss Broking Ltd. In Bangalore is submitted to the Punjab Technical University as a partial requirement for the award of Degree of Master of Business Administration, during the year 2009 - 2011 It is the record of an original & independent study carried out by me, under the able guidance and supervision of Professor. Dr. Nandeesh Hiremath of International Institute of Business Studies, Bangalore. This project report has not been submitted earlier by me or by anybody else for the award of any other degree in any University in India or abroad.

Date : Place : Bangalore

Signature of the Student ( Rohit Pateriya )

Ref. No. : CERTIFICATE

Date :

This is to certify that Mr. / Ms. Rohit Pateriya of International Institute of Business Studies, Bangalore, has completed the Project titled Customer Behavior in the relation to Edelweiss Broking Ltd. in Bangalore under the guidance of Mr.Anand during the year 2009 - 2011 During the stay in our organization, Mr. / Ms. Rohit Pateriya was very useful to our organization, with his / her Managerial knowledge & has successfully completed the dissertation. We wish him / her the best of luck in all future endeavors.

For Edelweiss broking Ltd.Bangalore

ACKNOWLEDGEMENT
I would like to express my sincere thanks to the Director & Management of International Institute of Business Studies, Bangalore, for their valuable guidance & support. I am

extremely thankful & grateful to Prof. Dr. Nandeesh Hiremath for her constant guidance & encouragement throughout the study. I would like to express my sincere thanks & gratitude to Mr.Anand and Mr.Bhaskar of Edelweiss Broking Ltd., Bangalore, for his support & guidance during my stay in their organization. I would also like to express my devoted thanks to my beloved parents & my friends for their relentless support & assistance to make this project a reality. Last but not the least, I would like to thank all my respondents for their co-operation & participation in data collection, which has enabled me to complete the project successfully.

Date : Place : Bangalore

Signature of the Student ( Rohit Pateriya )

TAB TABLE OF CONTENTS

SN.NO. 1. 2 3. 4 5 6

CONTENT Introduction Introdu duction to the Indian Stock Market

PAGE P NO. N

1-3 4-7 8-9 10-11 12-31

Research Methodology
Review of Literature Profile of the Company/ organization Introdu duction to Edelweiss Results & Discussion 6.1 Results Find dings about the customer Relationship strategy

32-43

Find dings about the Distribution strategy

Find dings about the Customer behavior strategy 6.2 Prima Data analysis imary Cons nsumer Risk Analysis Com mpetitor Analysis Que Questionnaires analysis

6.3 Key f y findings 7. 8. Conclusi usions & Recommendations Referen nces Annexu Questionnaires exure-

76-78 79-81 82 83-89

EXECUTIVE SUMMARY
This Project is a comprehensive study of Customer Behavior in Relation to Edelweiss Broking Ltd Bangalore. It talks about studying the method of identifying customers investment needs and suggesting them suitable financial products, thus the sales of various financial products of the company and analyze the various distribution strategies exploited by the firm. The project also deals with customer relationship management; it gives a picture about how to build a good relationship with the clients who bring business for the company (existing, prospective and dormant clients). This project will explore the various distribution channels used by Edelweiss to sell its products. The project will focus on the strength areas of the company while at the same time tries to identify the weak areas so that it can be overcome. A comparative analysis of Edelweiss with other broking firms has also been done. The strategy followed by Edelweiss in relation with Sales and Distribution is unique and acts as a (USP) unique selling proposition in favor of the company. The strength of Edelweiss is its market image and well equipped research team, which it uses as a potential selling tool. As an intern, I have carried out research to track acceptability for different distribution channels. I went for the field work, talked to customers and tracked their investment pattern to help them suggest the kind of financial product they should use according to their risk appetite. Adding to this, I have been communicating with different types of customers through various media, including client visits, who fall under the sample space for this project. My job here is to advice them to take the suitable products offered by the company, depending on certain criteria, in order to make investing easier for them. I have also worked as a part of sales force of the company and sold Demat account. I have visited to many places in Bangalore. Some of the data has been collected from the customers regarding their views about Edelweiss. Having said that, a comparative study has carried out to see where Edelweiss stands in the race for offering Products and services. I have been handling the profile of Customer Relationship Management. I have been talking to existing retail clients of the company over the phone, asking for an appointment following which there will be client visit. In the visit the main focus would be to convince the clients to do more business with the company and telling them about the benefits provided by the company. So tracking

the transformation is really interesting and worth appreciating. I have concentrated on existing and dormant clients trying to know their opinion about their association with Edelweiss. Interaction with the clients helped to know the image of the company in the minds of the customers and it helped me to come up with suggestions to further improve the services of the company. I hope my findings are useful for the company.