STUDY ON

Consumer Perception towards Equity Market and Business Expansion Perspectives of Kotak
Securities ltd

submitted in partial
fulfillment of the requirement of IMBA under the curriculum of

CENTRAL UNIVERSITY OF JHARKHAND

Under the supervision of:

Mr. Ajit Kumar

Sr.Manager, Broking East division
Kotak Securities Ltd.

By
Awadhoot Prakash Singh
Reg. No. CUJ/I/2010/IMBA/o6, Sem- VIII
Centre for Business Administratio
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DECLARATION FROM STUDENT

I hereby declare that the work incorporated in this report entitled " Consumer Perception
towards Equity Market and Business Expansion Perspectives of Kotak Securities ltd ".is the
outcome of original study undertaken by me under the guidance of Mr. Ajit Kumar, Senior
Manager, Kotak Securities ltd, Ranchi.
I further declare that the matter in this report has not been submitted by me as a whole or in
part at any other University or Institution for the award of any Degree or Diploma.

DatePlace-

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-----------------------------(Awadhoot Prakash Singh)

Integrated MBA
CUJ/I/2010/IMBA/06
Centre for Business Administration

CERTIFICATE FROM COMPANY

This is to certify that the contents of this thesis entitled " Consumer Perception towards
Equity Market and Business Expansion Perspectives of Kotak Securities ltd ".by Awadhoot
Prakash Singh, submitted to Kotak Securities ltd for the Award of Degree Integrated Master
of Business Administration (IMBA) is original research work carried out by him under my
supervision.
This report has not been submitted either partly or fully to any other University or Institute
for award of any degree or diploma to best of my knowledge.

DatePlace-

-----------------------------(Mr. Ajit Kumar)

Senior Manager
Kotak Securities ltd, Ranchi

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PREFACE
In this era of fast changing world, mere class room teaching is not sufficient to attend
maturity and perfection for application of theory into practice. The dynamic economy,
political and technological environment, in which we live continually place demand on us
to change, improve and learn more about the changes happening around us.
I am lucky that, I got an opportunity to do my summer internship program in Kotak Securities
ltd, Ranchi. I have prepared my project report on the topic Consumer Perception towards
Equity Market and Business Expansion Perspectives of Kotak Securities ltd.
I have considered some published material on the particular topic as well as about the
concern. This helps me in boosting up my confidence and determination which will help me
to face the situation in coming years. This report is written account of what I learnt and
experienced during my project. I wish, those going through it will not only find it readable
but also get as useful Information. During this whole training I got a lot of experience and
came to know that how it differs from those of theoretical knowledge and the practically in
the real life.
In todays globalize world, where cutthroat competition is prevailing in the market, theoretical
knowledge is not sufficient. Beside this one need to have practical knowledge, which would
help an individual in his/her carrier activities and it is true that Experience is best teacher.
Master of Business Administration is a course, which combines both theory and its
applications as its contents of study in the field of management. The main objective of this
report is to get the in depth knowledge regarding the Industry and enhance students
analytical skill.
I have tried my level best to do justice with the project. And I hope the project which was
conducted will help not only the Organization, but also me and society too.

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ACKNOWLEDGEMENT
I express my deep and sincere thanks to my guide Ajit Kumar(Senior Manager) and Raj
Kapoor Chowdhary(Sales Head) Kotak Securities ltd. Ranchi. who helped me in selecting
this project. They provided me an opportunity to do this project and gave their valuable time
and exemplary guidance during my project. Without their constant encouragement it would
have been impossible to test my theoretical knowledge.
I would like to thank the Praneeta Kumari(Relationship Manager) and all dealers Mr. Jitendra
Kumar, Mr. Triveni Gope and Amit Kumar Ghosh who took adequate care & effort in
understanding the market situation. So that I could complete my project smoothly and well in
stipulated time frame.
I also take this opportunity to express my deed gratitude to my loving parents and friends
who are a constant source of motivation and for their never ending support and
encouragement during this project.
I extend my gratitude to the entire staff members of Kotak Securities ltd, Ranchi who directly
or indirectly enabled me to complete this project.

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Table of Content
Content
1. Abstract
2. Executive summary
3. Introduction
3.1 group profile
3.2 Company Profile
3.3 Types of Account
3.4 Industrial Overview
3.5 History of Stock Exchange
3.6 Types of Stock Market

page No.
9
10
11-26

4. Literature Review

27

5. Objective

28

6. Research Methodology

29

7. Tasks

30-52

7.1 Task 1
7.2 Task 2
7.3 Task 3
8. Findings

53

9. Limitations

54

10. Conclusion

55

11. Bibliography

56

12. Appendix

57-58

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List of Tables
Table Title
Table No.1 Consumers on the Basis of Sex
Table No.2 Consumers on the Basis of Age Group
Table No.3 Consumers on the Basis of Educational Level
Table No.4 Income Level
Table No.5 Bank Preference
Table No.6 Investment Level
Table No.7 Saving Motive
Table No.8 Investment Pattern
Table No.9 Awareness about Equity Market
Table No.10 Having Demat Account
Table No.11 Interest Level
Table No.12 Broking Firm Preference
Table No.13 Annual Investment
Table No.14 Source Preference
Table No.15 Reason for Investment
Table No.16 Reason for Share Purchase
Table No.17 Reason for Share Sale
Table No.18 Trend of Investment
Table No.19 Satisfaction Level

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31
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34
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36
37
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List of Figures
Figure title

Page no

Figure No. 1 Consumers on the Basis of Sex

Figure No. 2 Consumers on the Basis of Age Group
Figure No. 3 Consumers on the Basis of Educational Level
Figure No. 4 Income Level
Figure No. 5 Bank Preference
Figure No. 6 Investment Level
Figure No. 7 Saving Motive
Figure No. 8 Investment Pattern
Figure No. 9 Awareness about Equity Market
Figure No. 10 Having Demat Account
Figure No. 11 Interest Level
Figure No. 12 Broking Firm Preference
Figure No. 13 Annual Investment
Figure No. 14 Source Preference
Figure No. 15 Reason for Investment
Figure No. 16 Reason for Share Purchase
Figure No. 17 Reason for Share Sale
Figure No. 18 Trend of Investment
Figure No. 19 Satisfaction Level

31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
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49

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1. Abstract
Equity market is a volatile and a multi-billion industry in India. Traditionally known largely
for its uncertainty it attracts the people with risk taking ability. Along with the rish and
uncertainty it provides immense business opportunities.
Few years ago due to recession throughout the world the share market also went through a
tough phase but after that it has done its recovery in a undisputed way. And now with the
formation of new, positive and business friendly government it is rising and has touched its
highest point.
As time passes it will gain more acceptances among people as their first preference for
investment motive. The current market position is inviting people for investment with a
good return prospective.

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2. Executive Summary
I am analyzing the consumer perception towards equity market. My analysis of project will
include the consumers thoughts and feelings about the investment pattern in the share market.
Along with this I will also try to find out the business perspectives for Kotak Securities ltd in
ranchi and the comparative analysis of different broking firms.
Kotak Securities has been serving worldwide with its excellence in services. It has so many
product and offerings for the customers in securities. Their aim is to provide customers with safe
investment platform backed by the quality services. The sales Manager has to know who are his
perspective and current customer as well as his competitors. This would help in creating a strategy
for each customer segment.
There are few documents that get the attention of product planners and marketers the way that
a competitive analysis does. A good competitive analysis is a scouting report of the actual
market terrain that a company must navigate in order to be successful. And there is no person better
equipped to write one than a market-savvy technical writer.
While Kotak Securities has developed a strong corporate culture and firm set of business
principles starting from its existence, it is focusing regarding its current performance, but is
dedicated to continuous improvement.
With entry of so many broking firms in the security market Kotak Securities has to face a tough
competition to sustain its position in the market.apart from this the illegal and unethical practices
has been exercising by the other firms has also created a problem for the company. Then also
kotak Securities is fighting with its competitors on the basis of valuable and quality services.

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3. Introduction
3.1 Kotak Mahindra Group
Kotak Mahindra is one of India's leading banking and financial services organizations, offering a
wide range of financial services that encompass every sphere of life. From commercial banking, to
stock broking, to mutual funds, to life insurance, to investment banking, the group caters to the
diverse financial needs of individuals and corporate sector.
The Group has a net worth of over Rs. 12,900 crores and has a distribution network of branches,
franchisees, representative offices and satellite offices across cities and towns in India. It has offices
in London, New York, California, Dubai, Abu Dhabi, Bahrain, Mauritius, & Singapore and is
servicing around 10 million customer accounts.
Kotak Group Products & Services:
Bank
Life Insurance
Mutual Fund
Car Finance
Securities
Institutional Equities
Investment Banking
Kotak Mahindra International
Kotak Private Equity
Kotak Realty Fund
3.2 company profile:
Kotak Secutities ltd was originally established in 1994, Kotak Securities is a subsidiary of Kotak
Mahindra Bank, which services more than 9 lakh customer accounts. The firm has a wide network
of more than 115 branches, franchisees representative offices, and satellite offices across 367 cities
in India and offices in New York, London, Dubai, Mauritius and Singapore.
We process more than 400000 trades a day which is much higher than some of the renowned
international brokers.
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The company is a corporate member of both The Bombay Stock Exchange (BSE) and The National
Stock Exchange of India (NSE). Our operations include stock broking services for trading in stock
markets through branches & internet and distribution of various financial products including
investments in IPOs, Mutual Funds and Currency Derivatives. Currently, Kotak Securities is one of
the largest broking houses in India with substantial geographical reach to Asia Pacific, Europe,
Middle East and America.
Kotak Securities Limited has Rs 373 crores of Assets Under Management (AUM) as of 31 st Mar,
2014.
Innovators
We have been the pioneers in providing many products and services which have now become
industry standards for stock broking in India. Some of them include:
Mobile stock trading application to keep track of your investments even on the go
Facility of Margin Finance to the customers for online stock trading
Investing in IPOs and Mutual Funds on the phone
SMS alerts before execution of depository transactions
AutoInvest - A systematic investing plan in Equities and Mutual funds
Provision of margin against securities automatically against shares in your Demat account

Research Expertise
We specialize in Fundamental and Technical analysis backed by a team of highly trained and
qualified individuals.
Our full-fledged research division is involved in Macro Economic studies, Sectorial research and
Company Specific Equity Research which publishes in-depth stock market analysis. This is
combined with a strong and well networked sales force which helps deliver current and up to date
market information and news.
We are also a depository participant with National Securities Depository Limited (NSDL) and
Central Depository Services Limited (CDSL). By being a stock broker and depositary participant,
we provide dual benefit in our services wherein the investors can avail our stock broking services for
executing the transactions and the depository services for settling them.
Our Portfolio Management Service comes as an answer to those who would like to grow
exponentially on the crest of the stock market, with the backing of an expert.

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Awards
Broker of the Year (India) : The Asian Banker's Financial Markets Infrastructure
Achievement Awards, 2014
Overall best Equity Broking House by BSE IPF - D&B Equity Broking Awards for the
year 2013
Depository Participant of the year by BSE IPF - D&B Equity Broking Awards for the
year 2013
Top Performer in New Accounts Opened (Non-Bank Category) - NSDL Star Performers
Award 2013
Fastest growing Equity Broking House by BSE IPF - D&B Equity Broking Awards for
the year 2012
The Best Equity House in India by FinanceAsia for the year 2012
Best Broker in India by FinanceAsia for 2012, 2010 & 2009
UTI MF - CNBC TV18 Financial Advisor Awards - Best Performing Equity Broker
(National) for the year 2009
Best Brokerage Firm in India by Asiamoney in 2009, 2008, 2007 & 2006
3.2.1 Why Invest:
One should start investing to:

Earn from idle resources

Generate specified amount money to achieve a goal in life

Make a provision for an uncertain future

Let's face it. You will not be able to work forever. No matter how healthy you are, there will come a
time when you will not be able to work, due to health problems or simply aging. What will you do
for an income when the time comes to retire? This is why planning your long term investments
carefully is so important.
There are many reasons to invest. You can create wealth, beat inflation, achieve financial goals like
buying a car or paying for college, and retirement. You can invest in Share Market Equities, IPO's,
Mutual Funds, Insurance, PMS and other several asset classes.
We see stock market investing from your perspective, and make stock market recommendations

13 | P a g e

based on actually listening to you and understanding your needs.

3.2.2 When To Start Investing:
The basic principles of investing are:

Start Investing early

Invest regularly

Invest for the long-term

The need to be financially secure is inherent in all of us. Whether you're a student studying to be a
professional or an established businessman hoping to grow beyond your dreams, the future needs a
foundation that's strong and dependable.
The basis of a strong financial foundation is planning. For a student, planning could mean putting
away as little as Rs. 1000 every month and to a senior executive it could mean the security for a
comfortable retired life. Successful money management can help you live life on your terms, without
any compromises.
3.2.3 Why Kotak Securities:
a. Right Investment PartnerWe see investing from your perspective, and make recommendations based on your needs. One of
our important goals is to simplify investing for you; along with this we also provide long term values
to our customers.
We have a million reasons for you to choose us. Listed below are a few:
Stability: We are a subsidiary of Kotak Mahindra Bank and one of the oldest and largest stock
broking firms in the Industry. We have been the first and only NBFC to receive the license to be
converted into a bank.
Innovators in the Industry: We have been the first in providing many products and services which
have now become industry standards.

First to provide Margin Financing to the customers

First to enable investing in IPOs and Mutual Funds on the phone

Providing SMS alerts before execution of depository transactions

Launching of Mobile application to track portfolio

AutoInvest - A systematic investing plan in Equities and Mutual fund

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Provision of margin against securities automatically against shares in your Demat account

Value: Whether you are a customer with a small or large wallet size, you can expect us to bring
value to you in every form.

Quality Research

Quick trade execution

Low brokerages

Accounts that suit your investment profile

Risk Profiler

Superior Customer Service

Service: We believe in high standards of service and that's precisely what we offer. It's an honour to
be awarded the most customer responsive company award in the Financial Institution sector by
AVAYA Global Connect Award both in 2006 and 2007.
Robust Technology: We have developed our own proprietary trading platform which is robust and
among the best in the industry. We have more than 150 technology professionals constantly working
on upgrading and speeding up all our systems.
Centralized Risk Management System: Unlike many other players we have a centralised risk
management system. This allows us to offer the same levels of service to customers across all
locations.
Exceptional Research: Unlike most other competitors we have our own in house research team. Our
in house research team is among the best in the industry and they have years of experience in the
financial markets. They scan through the plethora of stocks and find the scrips that have a high
potential of providing you good returns.
Our investors get research Technical, Fundamental, Derivatives, Macro-economic and mutual fund
research.
Large Presence: We are present in 386 cities with 1,255 outlets all over the country. Our employee
strength extends beyond 3,684.

b. Multiple Share Trading PlatformsWe understand your trading needs. If youre an Online Customer, Kotak Securities offers multiple
mechanisms to place your trade. Be it a wi fi-zone or a cybercaf or a 3G connection or GPRS
handset or a completely aloof from internet zone, youll always have access to trade through Kotak
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Securities. We are one of the brokers to have the highest number of trading platforms to serve your
trading needs.
c. Share Market EducationWhen it comes to online trading, lack of certainty leads to inaction. One needs to be completely
informed about the markets, online trading applications, processes and basics of investing. Kotak
Securities has created several programs to help you learn everything about the stock market
investing. This initiative has helped several customers learn stock markets and online trading and
become successful traders.
Below are few of our programs and demos under the customer education initiative:
Kotak Securities Academy: An online initiative that depicts our relentless commitment to educate
on the basics of investing, with a collection on Equities, Derivatives and Mutual Funds.
Smart Start: An inspiring storyboard for young investors to understand the importance of saving
and investing for the future.
Webinars: As a customer of Kotak Securities, you'll be invited to all our educative webinars from
time to time. You'll get to learn online trading methods with Kotak Securities and tactics of stock
market
investing.
Horizon: A fortnightly newsletter that educates you on various asset-classes and updates you on the
markets.
Research Reports: Be informed of every investment you make by referring to our various detailed
reports. You'll have an access to

Industry-level reports

Company specific reports

Mutual Fund recommendation reports

Currency derivatives reports

Derivative Toolkit

Technical Reports

at we
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3.2.4 What Kotak Securities offer:

Stock Market Instrument Types:
A capital market is a market for securities (debt or equity), where business enterprises and
government can raise long-term funds. And capital market instruments, also known as financial
instruments, are responsible for generating these funds, which can be used by investors to make a
profit.
Kotak Securities provides a one stop platform where you can trade in different types of instruments
in cash as well as derivative segment. These instruments are available for trading on NSE and BSE
and can be classified as:
Equity
Derivatives: Futures & Options, Foreign Indices
Mutual Funds
Currency Derivatives
Fixed Deposits and Bonds
Initial Public Offering (IPO)
Gold Exchange Traded Fund (ETF)
Share Trading PlatformsEvery investor has own style of investing is comfortable with different type of trading tools.
Understanding the investor need and available technologies Kotak Securities creates and provides
multiple platforms that would enhance trading experience of every investor. Below are the various
platforms that our customers can use as per their convenience:
Value Added Trading ServicesGoing above and beyond your basic need of of transactions in equities, we offer you a plethora of
Value Added Services. When you choose any of Kotak Securities Trading accounts, the combination
of our research,trading platforms and communication channels enable us to deliver a higher value to
you.
Our specialised services like TradeSmart,Research on SMS and E-mail subscription constantly gives
you stock ideas that you can benefit from. Our services ensure that your end-to-end trading needs are
satisfied.
Below are the various Value Added Services we have for you:
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AutoInvest
Super Multiple
Twin Advantage
BNST
Portfolio Tracker
SMS Alert Subscription
TradeSmart
Security Key

3.3 Types of account

AutoInvest - Start an SIP in Equities
Now you can do more with your trading account. AutoInvest is now offered to you as a value
added service from Kotak Securities, through which you can do Systematic Investment
Planning in Stocks. Through this product you can invest in stocks of your choice at regular
intervals - daily, weekly, fortnightly or monthly. You can choose your SIP type as either
amount-based or quantity based, where you can invest a fixed amount or buy a fixed quantity of
shares respectively.
Kotak Gateway - Stock Trading Account
Are you new to trading? Do you want to feel the waters before you swim? If Yes, this is an
ideal stock trading account for you. As an independent Investor, you will have access to all the
research and trading facilities to execute your trades. You can decide what to buy, when to buy

Kotak Pearl Account

Kotak Pearl account is a unique proposition that lets the woman of today take control of her
investments. The Pearl Account is designed with the objective of empowering women with the
benefits of stock market investing and keeping in mind her interests.
Kotak Private Client Group
Are you in search of the best share trading and investing services for your individual financial
needs? You are at the right place; we offer you nothing but the best. Understanding your
individual investing needs we at Kotak Securities make sure you get to enjoy premium and top
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of the line trading services only with Kotak Private Client Group.
Trinity Account is a unique integrated account that helps you enjoy the benefits of a Online Trading
Account, Bank Account, Demat Account on a single platform for your securities transaction. This
account gives you a convenience of fund transfer and online trading with our multiple logins.

Benefits of Trinity Account:

Single application to open three different account i.e. Bank Account, Demat A/c & Online
Trading Account.

Demat account
A demat account is like a bank account for your securities or investments. The only difference is that
while a bank account holds a depositor's money, the demat account contains your stocks, debentures,
bonds, government securities (Gsecs), mutual fund units, exchange traded fund (ETF) units etc. in an
electronic
form.
The structure of the dematerialised system comprises a depository, which is the entity that actually
holds your securities. This can be compared to a bank, which holds your money. The depository has
dedicated agents called depository participants, more commonly referred to as DPs. If you want to
use the services of a depository then you need to open an account with a DP, which is similar to
opening an account with a bank branch. Kotak Securities is a DP of National Securities Depository
Limited (NSDL) and you can approach us to open and mange a demat account.
Once an account is opened you can use this to hold your various investments. When you make an
investment such as buying some stocks, then the quantity of stocks is directly credited to your demat
account. If you sell some stocks, then these will transferred out of your demat account, which will
then show the balance remaining therein. Similarly, the demat account can be used to deal in various
other securities so that the transactions are completed electronically without your having to deal with
the physical documents and the related paperwork. At any time, your demat account with us will
reflect the details of your existing holdings. So, all that you need to do is just check your account
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from time to time to get all the individual details including the quantity and value of each investment.
Kotak Securities' demat account is a secured and convenient way to track your securities and
investments.
Benefits of NRI trading account:
1. You can do online delivery based trading through our NRI- Trinity Account. This account
links your Banking, Demat andTrading account, thus providing you a seamless platform to
trade efficiently and conveniently.
2. Avail top class research from our dedicated Research Team that gives you valid, fact-based
and reliable research inputs on industry trends, sector news, which company scrips to buy, sell
or hold and more. You also get detailed reports on Daily Morning Briefs, Stock Ideas, Special
Reports (budgets, monsoon etc. and their impact on the stock markets) and access to Kotak
Securities News Channel. These reports are comprehensive yet simple and help you make
informed investment decisions on your own, while executing your choices efficiently.
3. You can now avail 80% margin against your executed & unbilled delivery marked trades.
4. You can buy IPO, MF and also have the facility to trade on both - NSE and BSE.

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3.4 INDUSTRIAL OVERVIEW

FINANCIAL SERVICE

In general, all types of activities, which are of a financial nature, could be brought under the
term 'financial services'. The term financial services' in a broad, sense means "mobilizing and
allocating savings". Thus it includes all activities involved in the transformation of savings
into investment.
Financial services can also be called 'financial inter mediation'. Financial intermediation is a
process by which funds are mobilizing from a large number of savers and make them
available to all those who are in need of it and particularly to , corporate customers.
Thus, financial services sector is a key area and it is very vital for industrial developments. A
well-developed financial services industry is absolutely necessary to mobilize the savings and
to allocate them to various invest able channels and thereby to promote industrial
development in a country.
Classification of Financial Services Industry
The financial intermediaries in India can be traditionally classified into two:
1. Capital Market intermediaries: it consists of term lending institutions and investing
institutions which mainly provide long term funds. On the other hand,
2. Money market intermediaries: it consists commercial banks, co-operative banks and
other agencies which supply only short term funds. Hence, the term 'financial services
industry' includes all kinds of organizations which intermediate .and facilitate financial
transactions of both individuals and corporate customers. Indian financial markets, broadly
comprising of segments like asset management, banking,
insurance,
foreign direct investments (FDI) and foreign institutional investors (FII), effectively promote
the savings of the economy by directing them towards suitable investment options. The
Indian financial sector is well developed, competitive and integrated to face all traumas (like
the recent financial turmoil).World Economic Forums latest report Financial Development
Report 2012 has named India as the world's top-ranked country in terms of life insurance
density. Life insurance density is the ratio of direct domestic premiums for life insurance to
per capita gross domestic product (GDP) of a country. India has been ranked 40th in terms of
overall financial development of a country, but is much ahead of larger economies like the
US, UK, Japan and China for life insurance density.

Insurance Sector
Premium collection by general insurance companies increased by 24.7 per cent year-on-year (y-o-y)
in September 2012 at Rs 6, 059.02 crore (US$ 1.1 billion), according to the data compiled by the
sector regulator Insurance Regulatory and Development Authority (IRDA). The total premium stood
at Rs 34,001.09 crore (US$ 6.32 billion) for April-September 2012. In terms of premium collections
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for life insurance segment, private players collected Rs 7, 095 crore (US$ 1.32 billion) in AprilSeptember 2012 period while state-owned Life Insurance Corp of India (LIC) recorded a remarkable
24 per cent y-o-y growth in premium collections at Rs 15, 532.7 crore (US$ 2.88 billion) during the
period. LICs support helped the industry post a 15 per cent y-o-y growth in premium collected in the
first half of 2012-13.
Banking Services
Key recent statistics pertaining to the Indian banking industry are discussed below:

According to the Reserve Bank of India (RBI)s Quarterly Statistics on Deposits and Credit
of Scheduled Commercial Banks, March 2012, Nationalised Banks accounted for 53.0 per
cent of the aggregate deposits, while the State Bank of India (SBI) and its Associates
accounted for 21.8 per cent. The share of New Private Sector Banks, Old Private Sector
Banks, Foreign Banks, and Regional Rural Banks in aggregate deposits was 13.0 per cent, 4.8
per
cent,
4.4
per
cent
and
3.0
per
cent,
respectively.
Nationalised Banks accounted for the highest share of 52.0 per cent in gross bank credit
followed by State Bank of India and its Associates (22.5 per cent) and New Private Sector
Banks (13.5 per cent). Foreign Banks, Old Private Sector Banks and Regional Rural Banks
had shares of around 4.8 per cent, 4.8 per cent and 2.4 per cent, respectively.

Mutual Funds Industry in India

Indian mutual funds' average assets under management (AUM) increased by 5.3 per cent or Rs 392
billion (US$ 7.39 billion) to Rs 7.87 trillion (US$ 146.31 billion) in the October-December 2012
quarter from Rs 7.47 trillion (US$ 139 billion) in the previous quarter, as per the latest data released
by the Association of Mutual Funds in India (AMFI). The growth in assets was majorly driven by
inflows into income and gilt funds.
Private Equity, Mergers & Acquisitions (M&A) in India

Private Equity (PE) companies invested around US$ 8.85 billion in 2012, according to
consultancy firm Price Waterhouse Coopers (PwC). Information technology (IT) and
healthcare seemed to have witness the highest number of deals on the PE canvas wherein
there were 162 deals worth US$ 3.25 billion in IT and healthcare witnessed 48 deals worth
US$ 1.23 billion.
Similarly, the pace intensified on the merger and acquisition (M&A) front. There were as
many as 268 deals (involving Indian entities) that amounted to about US$ 36.3 billion in
2012; up 22.6 per cent over the 2011 tally, reported the global deal tracking firm Merger
market.

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Foreign Institutional Investors in India

Investments into Indian shares through participatory notes (PNotes) were recorded at US$
32.4 billion in November 2012, according to the latest data released by the Securities and
Exchange Board of India (SEBI). PNotes, allow entities like overseas High Net-worth
Individuals (HNIs), hedge funds and other foreign institutions, to invest in Indian markets
through registered FIIs , while saving on time and costs associated with direct registrations.
Overseas investors infused a hefty sum of Rs 4, 500 crore (US$ 836.64 million) in the first
week of January 2013; wherein during January 1- 4, 2013, FIIs were gross buyers of shares
worth Rs 8, 350 crore (US$ 1.55 billion), while they sold equities amounting to Rs 3, 830
crore (US$ 712.09 million).

Financial Services in India: Recent Developments

The Ergo Insurance Group (part of worlds leading reinsurer Munich Re) and the Avantha
Group, India's leading business conglomerate, have entered into a joint venture agreement in
the space of life insurance. The new company, to be named Avantha Ergo Life Insurance
Company Ltd, is expected to commence operations at the beginning of 2014, subject to
regulatory approval.
The Small Industries Development Bank of India (SIDBI) has partnered with eight regional
rural banks (RRBs) and urban co-operative banks in West Bengal. The scope of agreements
includes training the staff of RRBs and co-operative banks in project appraisal, monitoring
and collection as also providing free access to software on a down-scaling methodology
developed for lending to micro enterprises.

Financial Services: Government Initiatives

The Indian Government has re-affirmed its efforts to push economic growth by increasing the FDI
limit from 26 per cent to 49 per cent in insurance. The reform is expected to please international
players who had been waiting to venture into India and also encourage existing players to increase
their stakes in strategic alliances. The Indian insurance sector needs US$ 10-12 billion capital
infusion in the next five years.
Furthermore, in a bid to attract higher foreign inflows, the Government of India (GoI) has opened up
an opportunity for FIIs of all jurisdictions to earn tax-free interest by investing in debt instruments of
a state-owned enterprise. Owing to this landmark move, FIIs and non-resident Indian (NRIs) have
been allowed to invest in the public issue of tax-free bonds by Housing and Urban Development
Corporation (Hudson) that opened up on January 9, 2013.
The GoI has also approved the establishment of a Credit Risk Guarantee Fund Trust (CRGFT) for
low income housing, with an initial outlay of Rs.1000 crore (US$ 185.92 million). The CRGFT,
registered on May 1, 2012 and launched on October 31, 2012 would administer and operate the
Scheme, which is demand-driven, as stated by Ajay Maken, Union Minister of Housing & Urban
Poverty Alleviation (HUPA).
23 | P a g e

3.5 History of Stock Exchanges

It was in the year 1875 that the working of stock exchange in India started. BSE is the oldest stock
market in India. Indian stock trading started with 318 persons taking membership in Native Share
and Stock Brokers Association, which is now known as the Bombay Stock Exchange or BSE in
short. In 1965, BSE got permanent recognition from the Government of India. National Stock
Exchange (NSE) comes second to BSE in terms of popularity. BSE and NSE represent themselves as
synonyms of Indian stock market.
The 30 stock sensitive index or Sensex was first compiled in 1986. The Sensex is compiled based
onthe performance of the stocks of 30 financially sound benchmark companies. In 1990 the BSE
crossed the 1000 mark for the first time. It crossed 2000, 3000 and 4000 figures in 1992. The reason
for such huge surge in the stock market was the liberal financial policies announced by the then
financial minister Dr. Man Mohan Singh. The buoyant mood of the market was suddenly gone with
Harshad Mehta scam. It came to public knowledge that Mr. Mehta, also known as the big-bull of
Indian stock market diverted huge funds from banks through fraudulent means. He played with 270
million shares of about 90 companies.
Millions of small-scale investors became victims to the fraud as the Sensex fell flat shedding 570
points. Thus, from that day it became very clear that the stock market is not a place where you can
earn money easily without taking into considerations about your environmental changes. It also made
it very clear that the small investors should themselves as safe as possible because of the uncertainty
in the market.
To prevent such frauds, the Government formed The Securities and Exchange Board of India (SEBI),
through an Act in 1992. SEBI oblige several rigid measures to protect the interest of investors. Now
with the inception of online trading and daily settlements the chances for a fraud is nil as the stock
broking companies had to make it very to each and every investor bout the various issues of the stock
market. Sensex crossed the 5000 mark in 1999 and the 6000 mark in 2000. The 7000 mark was
crossed in June and the 8000 mark on September 8 in 2005. After the liberalization, when the gates
were open for the foreign investors the Indian stock. Market was flooded with the FDIs (foreign
direct investments) and the market has shown tremendous amount of volatility. And very recently
market has even touched the 21,000 mark.
3.6 Type of Stock Market
The market or place, where securities, viz. shares are exchanged or traded or simply where buying or
selling of shares takes place, is called stock exchange or stock market. In India there are two types of
stock exchanges:
1. National Stock Exchange (NSE)
2. Bombay Stock Exchange (BSE)

NSE is a Mumbai-based largest stock exchange in India in terms of daily turnover and number of
24 | P a g e

trades. Though it is mutually-owned by a set of leading financial institutions like banks, insurance
companies but its ownership and management operate as a separate entities. It is the second fastest
growing stock exchange in the world with a recorded growth rate of 16.6%. It was incorporated in
November 1992 as a tax paying company. In April 1993 it was recognized as a stock exchange under
the Securities Contracts Act, 1956. The capital market (equities) segment of the NSE commenced its
operations in November 1994, while operations in derivatives segment commenced in June 2000. It
is the third largest Stock Exchange in the world in terms of number of trades in equities.
BSE is the oldest stock exchange in Asia and also the biggest in the world in terms of listed
companies with 4800 listed companies as of August 2007. It was established in 1875. It played a
pivotal role in the development of its index SENSEX which is tracked worldwide. It has a PAN India
presence in 417 cities and towns.
In a nation with middle class population of above 200 million, most of whom dream of a better,
financially comfortable tomorrow, the stock market is obviously seen as the perfect place to invest
when you consider that stock markets can make you rich in a very short span of time provided you
play your cards correctly. But the scams in the last centuries have made the investors to play it safe,
if they dont know the rules of the game.
In the past few years though have seen a wave of technology enhancements sweeping through the
Indian share markets, wiping out archaic conventions. Due to this we have seen many changes
coming into the picture like online share trading gradually coming to India. These technological
innovations have been brought out most proactively by NSE.
The online share trading started way back in February 2000 with the Geojit Securities conducting the
first online transaction where 100 shares of Reliance was traded by SEBI Chairman D R Mehta for
Geojit Chairman A P Kurien. Since then a lot has changed in the Stock market. Currently, online
trading volumes in India is just about 20% of the total trades. Slow off the blocks, but online share
trading in India is poised to grow very fast in the future. From a base of about Rs 3 crore in April
2000, online trading volume has raised to nearly In the stock market, basically trading of shares is
done apart from commodities trading. Trading is the process of buying at lower price and then selling
it at a higher price for earning profits. Share trading is one of the most successful trading and it has
become simpler, fast, and secure from offline trading or phone trading into online trading. Online
trading is done with the help of internet. One of the biggest problems with the stock market is that
there are no guarantees. After doing a lot of research at your home still it may be possible that the
stock which you had picked falls to oblivion.
Share trading is done in mainly two ways:
1. Online share trading: Online share trading is done with the help of computer, internet connection
and with trading or demat account is called online share trading, or we can say that online trading is
the trading of securities via the internet. If you would like to do online share trading then you should
have a computer, internet connection and online trading account. It is done via internet means that all
the transaction is settled electronically.

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2. Offline share trading: In offline trading the transactions are done through the phone and when to
buy or sell is directed through phone. In other words trading will be done by another person on ones
behalf based on the instructions given by one, and then the other person can be a broker. The broker
will do buying and selling of shares on ones behalf depending on the instructions given by one. This
type of trading was done in the past but nowadays most of the trading is done through computers i.e.
online.
E.g. Suppose that if Mr. X wants to sell n number of shares when the share price reaches Rs. 100,
then X will tell his broker to sell the share at Rs 100 (i.e. when the price of Rs. 100 is reached).
Nevertheless, with all the convenience of online trading there are still investors who prefer the old
fashion way of offline trading. Offline trading has lost some popularity but it is still the main form of
investing.

26 | P a g e

4. Literature Review
Investing is both Arts and Science. Every Individual has their own specific financial need and
expectation based on their risk taking capabilities, whereas some needs and expectation are universal.
Therefore, we find that the scenario of the Stock Market is changing day by day hours by hours and
minute by minute. The evaluation of financial planning has been increased through decades, which
can be best seen in customers. Now a days investments have become very important part of income
saving. In order to keep the Investor safe from market fluctuation and make them profitable,
Portfolio Management Services (PMS) is fast gaining Investment Option for the High Net worth
Individual (HNI). There is growing competition between brokerage firms in post reform India. For
investor it is always difficult to decide which brokerage firm to choose. As the PMS services of
Share khan Limited have the best result in its field .It has given 43.50% return in Trailing stops,
94.30%return in Nifty and 38.10% in Beta Portfolio which is the result when the Market was not
doing well from last one year.
The stock market has been a part of people's lives throughout the twentieth century. Millions of
people around the world have money invested in their countries own respective markets. Since the
coming of age of online trading, more people have been investing their money in stocks than ever
before because of the advantages it offers. Online trading allows people to trade stocks quickly
without the help of a broker, letting the investors have more control over their transactions. The
competition between companies has helped decrease the cost of making the transactions. In addition
to that, ordinary people now have access to information that could only be seen by brokers. Overall,
online trading saves time, money and gives power to the investor rather than the broker. The
combined effects of financial services companies striving to drop the cost of providing customer
service and the significant rise in individual investors' interest in taking control of their own
investments continues to increase the use of online securities trading. Further, many individual
investors rely on the internet as a means of learning as much as they can about specific investments
before executing a stock or bond trade online, and this factor alone is changing the landscape of
financial services. It is seen that the financial services firms are walking a fine line between
automating transactions by putting powerful investment tools in the hands of individual investors,
while at the same time educating them of the financial benefits of long-term investing. With the
advancement of online trading individual investors have more control over their funds than ever
before, yet with that freedom comes a high level of responsibility to make sure the advice,
applications and tools they gain access from financial services firms are in fact the best match with
their investment needs. For this industry, analysis can be conducted in an effort to determine who has
the power, the customers or the suppliers? Competitive forces provide buyers or suppliers with an
advantage in terms of who holds the bargaining power. Tumbling markets, falling share prices....
make us appear the trading exercise very lucrative. But still puzzled, where will we be able to choose
the right lot from the markets.

27 | P a g e

5. Objective
1. To know about the consumer perception about the equity market.
2. To know about the investment pattern of consumers,
3. To get knowledge about the other broking firms.
4. To search about the future prospects of kotak securities ltd.

28 | P a g e

6. Research Methodology
The research includes both primary and secondary data. The information from the
respondents is collected through questionnaire. The primary data was collected from the
people of Ranchi, Jharkhand and secondary data is collected from the books,official website
of kotak securities, internet, research papers and other sources.
Questions are framed in such a way that the answers reflect the views and thoughts of the
respondents with regard to level of satisfaction. Respondents are required to tick at the
appropriate box. Some facts revealed in the study are based on the response given by the
respondents.

Research Design
Descriptive: Since it is not a new area of survey or research. Earlier so many research works
have been done by various people about the consumer perception towards equity market.
Qualitative: I only emphasized on objective questions related with their mind set-up and
their perception about equity market with a reference to kotak securities.
Primary: First hand data was collected from the people of ranchi. The primary data collected
for this purpose was on the basis of a field survey. A questionnaire prepared for this purpose,
were filled upon the basis of interview and free discussion with selected respondents. In order
to conduct field survey, interview and questionnaire filled in by the consumers itself and
taken as the study area.
Sample Size: There were 100 respondents. All these respondents were from Ranchi,
Jharkhand.
Sampling method: For the purpose of the study, Convenience Sampling was used.
Method of data collection: Data was collected with the help of a questionnaire and semistructured interview.
Sample Area: For the survey Ranchi has been selected. Ranchi was selected on convenience
basis.

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7. Task:
1. To know about the consumer perception regarding equity market.
2. To do comparative analysis of different broking firms.
3. To focus on the business expansion perspectives of Kotak Securities ltd.
a.) To meet existing clients and know about their status.
b.) To meet the new and prospective clients and make them aware about the services of
Kotak Securities ltd.

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7.1 Task 1: Consumer Perception about the Equity Market:

(Data Analysis and Interpretation)
Consumers status on the basis of different parameters:
a.)On the basis of sexTable 1: consumers on basis of sex
Sex

number

Male

82

Female

18

Total

100

fig.1:consumers on basis of sex

male
female

In the survey most of the consumers were male i.e 82% and rest are female(18%).

31 | P a g e

b.)On the basis of age:

Table no.2: Consumers on basis of age group
Age group

Number

<25

12

25-40

27

40-60

46

>60

15

fig.2:consumers on basis of age group

<25
25-40
41-60
>60

In the survey I found that most of the respondents were from 40-60 age group(46%). Then
the age group were 25-40(27%), >60(15%) and <25(12%) respectively.

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c.)on the basis of educational qualification:

Table no.3: consumers on the basis of educational level
Educational level

Number

Matriculation

Intermediate and equivalent

18

Graduate and equivalent

51

Post-graduate and equivalent

22

fig.3:consumers on the basis of educational level

matric
intermediate
graduation
post-graduation

Most of the respondents were from Graduate and equivalent(51%)then the Post-graduate and
equivalent(22%) comes. Backed by Intermediate and equivalent(18%) and
matriculation(9%).

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Sec-A

Q1. What is your average annual income?

Table No.4: Income level
Income Range

Number

<200000

13

200000-400000

19

400000-500000

25

>500000

43

fig.4:Income level

<200000
200000-400000
400000-500000
>500000

Among the respondents most of the people were having income >500000(43%) backed by
the income group of 400000-500000(25%), 200000-500000(19%) and <200000(13%)
respectively.

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Q2. In which bank do you have your account?

Table No.5: Bank Preference
Bank

Number

SBI

44

PNB

ICICI

14

HDFC

Any Other

27

fig.5:Bank Preference

SBI
PNB
ICICI
HSFC
any other

In the survey 44% people have their bank account in SBI. after that 27% in other banks,14%
in ICICI, 8% in HDFC and 7% people have their account in PNB.

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Q3. How much money do you invest annually?

Table No.6: Investment Level
Amount

number

<20000

32

20000-50000

21

50000-200000

28

>200000

19

fig.6:Investment Level

<20000
20000-50000
50000-200000
>200000

The amount of investment is mostly done <20000 by 32%,50000-150000 by 28%,2000050000 by 21% and >200000 by 19% people.

36 | P a g e

Q4. What is your motive behind investment?

Table No.7: Saving Motive
Motive

Number

Saving

24

Tax Saving

41

Future Perspective

22

Any Other

13

fig.7:Saving Motive

saving
tax saving
future perspective
any other

In this survey I came to know that 41% do investment for the purpose of tax saving. Then
24% people for saving, 22% for future perspective and 13% people do investment for other
reasons.

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Q5. What is your investment pattern?

Table No.8: Investment Pattern
Pattern

Number

Short Term

23

Long Term

77

fig.8:Investment Pattern

short term
long term

Among all the respondents 77% people accepted that they do investment for long term while rest
23% people do for short term.

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Q6. Do you know about the equity market?

Table No.9: Awareness About Equity Market
Notion

Number

Yes

82

no

18

fig.9:Awareness About Equity Market

yes
no

This survey revealed that out of 100 respondents 82% people were aware about the equity market
while rest 18% didnt know about it.

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Q7. Do you have demit account?

Table No.10: Having Demat Account
Option
Yes
no

Number
74
26

fig.10:Having Demat Account

yes
no

Out of those 82% people who know about the equity market 74% had demat account while 26%
people didnt have the demat account.

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Q8. Are you interested in investing in the share market?

Table No.11: Interest Level
Option
Yes
No

Number
10
16

fig.11:Interest Level

yes
no

When I talked to those 26% people who didnt have their demit account 10 people shown interest
for investment in equity market while 16 people dont want to invest.

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SEC-B
Q1. In which company do you have demit account?
Table No.12: Broking Firm Preference
Broking firm
Kotak securities
IIFL
HDFC Securities
Bonanza
Any Other

Number
34
12
9
5
14

fig.12:Broking Firm Preference

kotak securities
IIFL
HDFC securities
bonanza
any other

Out of 74 people 34 people had their demit account in kotak securities while 14 people in other
agencies,12 people in IIFL, 9 people in HDFC securiries, and 5 people were having demit account in
bonanza.

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Q2. How much money do you invest annually in equity market?

Table No.13: Annual Investment
Amount
<20000
20000-50000
50000-150000
>150000

Number
12
13
3o
19

fig.13:Annual Investment

<20000
20000-50000
50000-150000
>150000

In this survey 30 people do investment of 50000-150000,19 people >150000, 13 people 2000050000 and 12 do investment of <20000 per year in equity market.

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Q3. What sources do you use to make decision on investments in the stock market?
Table No.14: Source Preference
Source
Press
T.V
Broker Advice
Friend Advice
Any Other

Number
4
24
23
14
9

fig.14:Source Preference

press
t.v
broker advice
friend advice
any other

Out of 74 people 24 people know about equity through T.V,23 people through Broker Advice, 14

people through Friend Advice, 9 people through other sources and 4 people know about
equity market through press.

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Q4. What is the main reason you consider while investing in the stock market?
Table No.15: Reason for Investment
reason
Dividend
Low Share Price
Expectation of Share Price Increase
Expectation of Good Return
Any Other

Number
9
14
23
18
10

fig.15:Reason for Investment

dividend
lowshare price
Expectation of Share Price
Increase
Expectation of Good Return
Any Other

23 people invest because of expectation of share price increase, 18 people because of

expectation of good return, 14 people because of low share price, 10 people because of other
reason and 9 people invest because of dividend.

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Q5. What aspect of company do you think are taken into account while purchasing shares?
Table No.16: Reason for Share Purchase
Reason
Dividend Policy
company Market Image
Market Condition
level of Share Price
Any Other

Number
7
29
21
13
4

fig.16:Reason for Share Purchase

Dividend Policy
company Market Image
Market Condition
level of Share Price
Any Other

In the survey 29 people purchase because of company Market Image, 21 people because of
market condition, 13 people because of level of share price, 7 people because of dividend
policy and 4 people purchase share because of other reasons.

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Q6. What factor influences you to sell your shares of a certain company?
Table No.17: Reason for Share Sale
Reason
Low or No Dividend
Low Share Price
Expectation of Share Price Decrease
Bad Market Condition
Any Other

Number
8
14
25
18
9

fig.17:Reason for Share Sale

Low or No Dividend
Low Share Price
Expectation of Share Price
Decrease
Bad Market Condition
Any Other

Out of 74 people 25 people sell shares because of expectation of share price decrease, 18
people because of Bad Market Condition, 14 people because of low share price, 9 people
because of other reason and 8 people sell shares because of low or no dividend.

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Q7. Which pattern you follow while investing in the share market?
Table No.18:Trend of Investment
Trend
Intraday Trading
Delivery

Number
27
47

fig.18:Trend of Investment

Intraday Trading
Delivery

Out of 74 people 47 people do delivery trading and 27 people do intraday trading.

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Q8. Are you satisfied with the services of your existing trading company?
Table No.19: Satisfaction Level
Option
Yes
No

Number
57
17
Out

fig.19:Satisfaction Level

yes
no

Out of 74 respondent 57 people were satisfied with the services of their broking firms while only 17
were dissatisfied from the services of their company.

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7.2 Task: 2- Comparative Analysis of Different Broking Firms

To get more knowledge about the share market and to bring clarity in my understanding
about the organisational work culture I moved towards different broking firms. I visited the
other broking firms situated in ranchi and talked to the concern person regarding their
products and service offering. In this task I preferred interview method and asked them the
questions related to share trading process.
I visited 5 broking firms in ranchi. In this task I came to know about the difference in
working pattern and services offered by the different firms. During the discussion with these
broking firms the questions were related to

Account opening charges

Annual maintenance charge(AMC)
Broking charge (for intraday and delivery)
Limit amount (the amount given by firm for trade)
Trading patterns available
Other extra charges, if any
Products and services offered by the company

Any special thing about their firm

Security facility
Any strategic investment book for customers

a/c
opening
charge
Brokerage
charge
Intraday
Delivery
AMC
Exposer
Intraday
delivery
Research
report
commodity
Money
transaction

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Kotak
securities
750

HDFC
securities
999

bonanza

sharekhan

999

500

Narnolia
securities
390

0.05
0.50
600

o.05
0.40-0.50
500

0.05
0.50
Free

0.05
o.50
500

0.05
0.50
300

6 times
4 times
Available

7 times
5 times
weekly

10 times
3 times
available

6 times
4 times
no

8 times
4 times
available

online
Multiple
bank

online
Only HDFC
bank

Online
Multiple
bank

online
Multiple
bank

offline
Multiple
bank

7.3 Task: 3 Business Expansion Perspectives:

a.)To Meet Existing Clients And Know About Their Status.
I met the existing customers of kotak securities ltd and came to know about their feelings and
thoughts about the company itself and the stock market also. This meeting was a interview
cum discussion session. In this I asked about their experience with share market and the
services of the company provided to them.
The main objective behind these meetings was to know about their satisfaction level with
company and to make improvement if there is any problem.
During these meeting customers shared their initial experience and the ups and downs in their
investment pattern in the share market. They talked about the present condition of share
market and predicted the future of it. some of them were very optimistic about the market
while some were very careful during investment in this bull phase of market.
In these meetings they raised some issues and discussed some problems which are

Company dont give proper information about the market.

They dont contact on regular basis.
Dealers suggest some stocks only for the sake of the brokerage.
Company dont give any magazine or investment portal.
Company sales people dont tell about some hidden charges at the time of account
opening.
Company add some extra charges on the transactions.
Company dont inform about the changed telephone numbers.
So many times the telephone number is not reachable.

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b.) To Meet The New And Prospective Clients And Make Them Aware About The
Services Of Kotak Securities LTD:
This task was assigned to get some practical application of the theoretical knowledge. In this
process I met so many people and represented my company. I talked to them about our
company product and services and convinced them to associate with it.
So many people didnt find themselves easy with share market and they hesitated to invest in
this market. I talked to them patiently and tried to resolve their doubts and suggested them to
invest in this market. Most of them were agreed to invest in the share market.
During this period I came to know about the negative perceptions about the share market.
Some of this are

It is a very risky market.

It is loss making investment.
Company will take our money.
Company will invest in products from where it will earn more commission.
Investment in share market is never going to be beneficial.

In the process of meeting new clients I had followed some steps. So that I could easily get
appointment from them.
Prospecting:
I generated a database of contact numbers of clients and then talked to them regarding demat
account opening.
Taking appointment:
Among those customers many of them shown interest regarding investment in the share
market. So I fixed appointment with these clients.
Visit:
Then I visited to the prospects clients after taking the appointment and explain them about the
products and investments process in the share market. I also told them about the features of
investment into the market.
Follow ups:
After the account is opened by the client dealers continue to be connected and provide new
information related to existing products or new products.

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8. Findings
Young and risky people love to invest in share market. they like the sudden changes
in the market.
People who want to earn money in less time prefer to do intraday trading.
People who want to earn money but with a calculated risk they go for delivery
trading. Usually they trade according to the market condition. These are the close
watchers of the movement of market.
Some wealthy people totally depend on dealers for the investment and easily agreed
with their suggestions because of lack of time and their devotion to their business and
job.
Due to its volatility people consider equity market as a very risky investment
portfolio.
Mostly people prefer to invest in fixed deposits, insurance and bonds rather than
equity market.
People have lack of awareness regarding equity market. They hesitate to talk about
this market.
People considers it as a loss making market.
Women are less interested regarding investment in the share market.
People with family burdens and other responsibilities dont want to invest in the share
market.

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9. Limitations
The report has been prepared on the basis of information given by the respondents which
may be biased.

Sample size is limited to 100, findings and conclusions are based on knowledge and
experience of the respondents.
Sometime information may subject to personal problems.
This study was only restricted to the Ranchi.

54 | P a g e

10. Conclusion
Kotak Securities is active in the share trading from a very long time. So it understands their
need and financial requirements. Along with it its customer pro services have made it the
customers first preference while investing in the share market.
Due to clarity in its work culture it has maintained a good customer base. But due to lack of
awareness about equity market Kotak Securities find it tough to expand its business. But still
there is a huge untapped customer segment which needs some encouragement from the
company side.
Since Kotak Securities has a good image and reach to the customers, but to gain more
customer loyalty it will have to promote its product which makes feel customers more
associated. Advertisement is the area where it can do creative things to make customers
attached with its services.
Along with this it should also try to organise some conferences on regular basis and should
invite investors to participate in it. It should also promote some social events to get a positive
and a distinct image in customers eye.

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11.Bibliography
Text Books
Security Analysis and Portfolio Management by Punithavathy Pandian, Vikas Publications.
Security analysis and portfolio management by V.A. Avadhani.
Websites:
www.kotaksecurities.com
www.bseindia.com
www.nseindia.com
www.sebi.gov.in
www.economictimes.com
www.moneycontrol.com

56 | P a g e

12.Appendix
Questionnaire Regarding Awareness and Perception of the Share Market
Hello, I am Awadhoot Prakash Singh, pursuing degree of Master of Business
Administration from Central University of Jharkhand, Ranchi. This survey
(Questionnaire) is a part of my Summer Internship Program in Kotak Securities LTD. I
assure you that the information given by you would be kept secret and would not be shared to
any outsider.
Name ----------------------------------Age

----------------------------------------

Education level ----------------------------------Occupation -----------------------------Contact number ----------------------------------Mail id -------------------------------------------Section-A

Q1. What is your average annual income?
<200000

200000-400000

400000-500000

>500000

Q2. In which bank do you have your account?

S.B.I

P.N.B

HDFC

ICICI

any other_____________

Q3. How much money do you invest annually?

<20000

20000-50000

50000-200000

>200000

Q4. What is your motive behind investment?

Saving

tax saving

future perspective

any other___________

Q5. What is your investment pattern?

Short term

long term

Q6. Do you know about the equity market?

Yes

no

Q7. Do you have demit account?

Yes

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no

(if yes, directly go to the Section-B)

Q8. Are you interested in investing in the share market?

Yes

no
Section-B

Q1. In which company do you have demit account?

Kotak securities

IIFL

sherkhan

bonanza

any other ________

Q2. How much money do you invest annually in equity market?

<20000

20000-50000

50000-150000

>150000

Q3. What sources do you use to make decision on investments in the stock market?
Press

T.V

broker advice

friend advice

others _______________

Q4. What is the main reason you consider while investing in the stock market?
Dividend
low share price
expectation of good return

expectation of share price increase

Q5. What aspect of company do you think are taken into account while purchasing shares?
Dividend policy
level of share price

company market image

corporate governance standard
any other ________________________

Q6. What factor influences you to sell your shares of a certain company?
Low or no dividend
bad market condition

low share price

expectation of share price decrease
any other _____________________

Q7. Which pattern you follow while investing in the share market?
Intraday trading

delivery

Q8. Are you satisfied with the services of your existing trading company?
Yes

no

______________
(Signature)
Thank you

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