A SUMMER TRAINING REPORT IN

“Investment opportunities and trend of investment among working

professionals.”

Sharekhan

SUBMITTED IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT OF

BACHELOR OF BUSINESS ADMINISTRATION (BBA)
GURU JAMBHESHWAR UNIVERSITY OF SCIENCE & TECHNOLOGY,
HISAR.

TRAINING SUPERVISOR : SUBMITTED BY:

MR. MR. Nitish Kanresh

DESIGNATION ENROLLMENT NO.
08511242439

SESSION : 2008 – 2011

GURU JAMBHESHWAR UNIVERSITY OF SCIENCE & TECHNOLOGY

HISAR

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 ACKNOWLEDGEMENT

I here by take opportunity to thank the people who have helped me a lot during
the project work of two months. The successful accomplishment of this project, involves
sincere guidance from my Internal Project guide –Mr. ___ their excellent guidance,
encouragement and patience made possible the successful completion of project. I would
also like to thanks our director, Gaurav Sharma, for his sincere guidance, in the
accomplishment of my project. It gives me pleasure to present the project report
on:-“Investment Opportunities & Trend Of Investment among Working Professionals”
for Sharekhan Ltd.

It was altogether a different and wonderful experience to be there in Sharekhan Securities

Ltd. as a summer trainee .

I specially want to thank my external guide ----- who was very cooperative with
me during the entire project work. They helped me to acquire the material regarding the
information of various investment options, and helped me to understand all those.

Last but not the least I am thankful to the whole staff of Sharekhan Ltd. who directly or
indirectly helped me through out the project tenure.

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 Executive Summary

This project represents information regarding various investment options available in the
market and awareness of Sharekhanas a financial service provider. The main objective of
the project is to “Study what is risk and return combination and whether the general
public is aware of the various investment options available and the risk and return
associated with them”.

Other objectives include:

➢ To conduct a survey for the company to find about the awareness of various
investment options.
➢ To find out the awareness among working professional’s about the awareness of
Sharekhan as a Financial Service provider..
➢ To understand the trend of investment among the working professionals.
➢ To learn the behavior of consumers in respect of the various investment
opportunities available.
This research work will also help in future in understanding the behavior of customer
(especially the professional’s with handsome salary) toward investment. For execution of
the project, methodology adopted is the collection of data through questionnaire,
processing and analyzing the data. The people who were selectedfor this research are
professionals having good salary.
The area of the project work is Mumbai city. Sharekhan are the one of the personalized
service providers offering a range of investment services depending on the customer
needs and wants. As far as the brand awareness is considered the Karvy tops the list so,
the companies have to put the extra effort on its awareness, and also the company has to
take maximum efforts on building its marketing strategy.

According to the respondents the quality of the service is very important. So the
company should project itself as a brand in the market that gives end user the best quality
of service with handy operations.

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Most of the respondents have their own personal, consultant or company consultants.
Sharekhan have to differentiate their services from other consultant effectively by
delivering value added services to its customers.

Organizations have to concentrate on direct marketing activities. The consultancy should

develop its long-term relationship with the customers. The consultancy must give much
more emphasis on creation of customer who make repurchase.

The maximum amount of awareness which has been generated is through newspaper,
magazine, internet and word of mouth. So the company should take care of it as it can be
one of the potential media for advertisements.

The maximum respondents want to invest in tax planning and second preference for the
mutual fund, so the consultancy can decide its strategy accordingly. The consultancy has
to consider the factors for investments of respondents, effectively before making the
strategy.

The company should increase the level of interaction between the customer and the
Consultancy. The organization should focus on developing long-term relationship with
the customers.

According to the respondents the quality of the service is very important. So the company
should project itself as a brand in the market that gives end user the best quality of
service with handy operations.

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 Table of Contents

I. Introduction

II. Company Profile

III. Research Methodology

a) Research Objectives
b) Research Design
c) Data Sources
- Primary Data (Interviews of Company employees/ vendors/
Distributors etc., Questionnaire Survey from the Respondents
mentioned
- Secondary Data (Information gathered from Magazines, News
Papers, Journals, Libraries, Fairs & Conference etc.)
d) Questionnaire Design/ Formulation [Describe the objective behind
formulating each question to be interviewed/ answered from the
respondent. Also describe whether open ended or close ended
questions are being used & objectives behind choosing such questions]

2. Sample Design
o Sample Element/ Sample Unit [Those who are to be
interviewed through Questionnaire Survey (Structured or
unstructured)]
o Extent (Territory in which survey is to be carried out)
o Time Frame
o Sampling Frame
o Sampling Technique
o Sample Size

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 f) Limitations of the Research

IV. Data Analysis & Interpretations

V. Conclusions/ Findings

VI. Recommendations

VII. Annexures

VIII. Bibliography/ References

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 Introduction

Sharekhan is online stock trading company of SSKI Group, provider of India-

based investment banking and corporate finance service. Sharekhan is one of the largest

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stock broking houses in the country. Shri Shantilal Kantilal Ishwarlal Securities Limited
(SSKI) has been among India’s leading broking houses for more than a century.

Sharekhan Ltd is India's leading online retail broking house with its presence through
1288'Share Shops' in 398 cities. It has a client base of 1.5 Corers. Launched on 8th
February, 2000 as an online trading portal, Sharekhanoffers its clients trade execution
facilities for cash as well as derivatives, on BSE and NSE, depository services, mutual
funds, initial public offerings (IPOs), and commodities trading facilities on MCX and
NCDEX. Besides high quality investment advice from an experienced research team
Sharekhan provides market related news, stock quotes fundamental and statistical
information across equity, mutual funds, IPOs and much more. Sharekhan is also about
focus. Sharekhan does not claim expertise in too many things. Sharekhan’s expertise lies
in stocks and that's what he talks about with authority. To sum up, Sharekhan brings to
you a user- friendly online trading facility, coupled with a wealth of content that will help
you stalk the right shares.

Experience

SSKI has more than eight decades of trust and credibility in the Indian stock market. In
the Asia, Money broker's poll held recently, SSKI won the 'India's best broking house for
2004' award. Ever since it launched Sharekhan as its retail broking division in February
2000, it has been providing institutional-level research and broking services to individual
investors.

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Technology

With their online trading account one can buy and sell shares in an instant from any PC
with an internet connection. Customers get access to the powerful online trading tools
that will help them to take complete control over their investment in shares.

Accessibility

Sharekhan provides services for investors. These services are accessible through many
centers across the country (Over 650 locations in 150 cities), over the Internet (through
the website www.sharekhan.com) as well as over the Voice Tool.

Knowledge

In a business where the right information at the right time can translate into direct profits,
investors get access to a wide range of information on the content-rich portal,
www.sharekhan.com. Investors will also get a useful set of knowledge-based tools that
will empower them to take informed decisions.

Convenience

One can call Sharekhan’s Dial-N-Trade number to get investment advice and execute
his/her transactions. They have a dedicated call-center to provide this service via a Toll
Free Number 1800-22-7500 & 39707500 from anywhere in India.

Customer Service

Its customer service team assist their customer for any help that they need relating to
transactions, billing, dmat and other queries. Their customer service can be contacted via
a toll- free number, email or live chat on www.sharekhan.com.

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Investment Advice

Sharekhan has dedicated research teams of more than 30 people for fundamental and
technical research. Their analysts constantly track the pulse of the market and provide
timely investment advice to customer in the form of daily research emails, online chat,
printed reports etc

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 Profile of the Organization

SSKI GROUP

SSKI Group is one the leading institution which is dealing in institutional broking and
corporate finance. The SSKI Group was founded by four brothers named Srevati lal,
Shanti lal, Kanti lal and Ishwarlal. The group was founded in 1992.SSKI Group holds a
sizeable portion of the market of the market in each of these segments.SSKI’s
institutional arms accounts for 7% of the market for Foreign institutional portfolio
investment and 5% in domestic institutional portfolio investment in domestic market. It
has 60 institutional clients spread over India ,Far East .UK,and US.

DETAILS OF M/s SSKI GROUPS:

S.No. TITLE NAMES

1 Chairman of the company Shripal Morakiya
2 Directors of company (4 nos.) Jaydeep Arora(on line)

Shankar Walyaa(operations
Vijay Walyaa
Tarun Shah
3 Chief financial officer Naresh Agrawal
4 Chief executive officer Tarun Shah
5 National head(on line) Kalyan Raman
6 PMS fundamental Rahul Rege
Sandeep
7 PMS Technical Rohit Srivastava
8 PMS Arbitrase Tezas
9 Senior Branch Manager Hemendra Aggarwal
10 Regional Sales Manager Amit Pal Singh
11 Territory Manager (2 nos.) Subhash Jha
Vishal Sharma

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 PRODUCT & SERVICES

A Sharekhan outlet offers the following services:

• Online BSE and NSE executions (through BOLT & NEAT terminals)
• Free access to investment advice from Sharekhan’s 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)
• IPO’s & Mutual Funds Distribution
• Internet-based Online Trading: Speed Trade

TYPES OF PRODUCTS

• Classic Account

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• Fast trade Account

• Trade Tiger

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.

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• You can add 20 scrip’s 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- what’s in, what’s out
• A system required is Windows XP, 2000, IE 6.0.

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.

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• 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 to
decide 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 live
streaming 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.

3.Trade Tiger

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Trade Tiger is an application that brings you the power of a broker’s 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.

4. Invest Tiger

• This account allows you to trade through website and is suitable for retail investors

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• 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.

Tie ups with Banks

Sharekhan has tied up with ten banks to facilitate the transfer of money from saving
account to Dmat account and vice –versa .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

EXPOSURE
• In Sharekhan one can get 4 times exposure on cash and on assets one can gets 2 times.
• Sharekhan gives money only for A group and B group companies.
• Only Blue-chip companies get exposure and not for x group companies.

NOTES
• In Sharekhan account opening is free.
• First year’s maintenance charge is zero.

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• Second year’s maintenance is Rs 300.

Comparison with Competitors

► Reliance:
• Here the problem is that any order you place has to be cleared by 2.30pm.
• No exposure is given here.
• There tie-ups with only two banks i.e. HDFC and IDBI.
• In Reliance per call is Rs15 extra

► ICICI:
• It has a huge client base.
• Here per call charge is Rs 25.
• In ICICI you can only access one company at that time.
• There tie up is only one bank that is ICICI.
• There is high brokerage for delivery is 0.75 paise and intraday is 0.25 paise.
• There is no exposure.
• Annual charges are Rs 500.

Company Profile

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NAME : S. S. KANTILAL ISHWARLAL
SECURITEIS PVT. LTD.

HEAD OFFICE : SHAREKHAN LTD.

A – 206, PHOENIH HOUSE,
PHOENIH MILL COPUND,
SENAPATI, BAPTA MARG,
LOWER PAREL,
MUMBAI - 400013
PH. NO : 1800 - 22 7500 , 3970 75 00
WEB SITE : www.sharekhan.com
CHIEF EXECUTIVE OFFICER : TARUN SHAH
BRANCH OFFICES : 100 BRANCHES

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 MARKET COVERAGE

Ground Network –

Largest in India

122 Franchisees and 28 branches

Covers 82 cities in 17 states across India
Trade execution facility on BSE and NSE for
Cash as well as Derivatives
Depository/Demat account services
Personalized Sharekhan research advice
Uniform service standards

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 SEVEN P’S OF SHAREKHAN

 PRODUCT
Product Variety :-
Share khan offers 3 types of online trading accounts for its customers specially
designed according to their volume in share trading. Those 3 varieties are:

• Classic- for retail investors

• Speed Trade: for high net worth investors with large and active
equity portfolio who need to monitor and action swiftly
• Speed trade Plus- for high net worth investors dealing in derivative
market.

Quality:-
User Friendly, attractive & colorful Website.

Design:-
The website of Share khan namely www.sharekhan.com has been specially
designed to facilitate its users to buy and sell shares in an instant at anytime and
from anywhere they like. The site is user friendly allowing even a layman to
easily operate without any hassles.

Features:-
1.Share khan’s product comes with the following features:

2.Trade execution in a fraction of a second!

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3.Single Screen Trading Terminal

4.Real time streaming quotes. Price watch on any number of scripts.

5.Hot keys similar to Brokers Terminal.

6.Customized Alerts based on Multiple Parameters.

7.Back up Facility to place trades on Direct Phone Lines.

8.Intra day charts, updated live, tick-by-tick.

9.Instant Order\ Trade Confirmation in the same window

10.Live margin, position, marked to market profit & loss report.

11.Competitive Brokerage.

12.Flexibility to customize screen layout and setting.

13.Facility to customize any number of portfolios & watch lists.

14.Facility to cancel all pending orders at one click.

15.Facility to square off all transactions at one click.

16.Top Gainers, Top Losers, and Most Active, updated live.

17.Index information; index chart, index stock information live.

18.Market depth, i.e. Best 5 bids and offers, updated live for all scripts

19.Online access to both accounts and DP.

20.Live updated Order and Trade Book.

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Brand Name:-

The company as a whole in its offline business has named itself as SSKI
Securities Pvt. Ltd -Sevaklal Sevantilal Kantilal and Ishwarlal Securities Pvt. Ltd.
The company has preferred to name themselves under a Blanket Family Name.
But in its online division started since 1997, the company preferred to name itself
as “SHARE KHAN”. The Brand Name “SHARE KHAN” itself suggests the
business in which
the company is dealing so that the consumer could easily identify the product or
service category.

Services

Share khan offers its customers, depository services and trade execution
facilities for equities, derivatives and commodities backed with investment advice
tempered by decades of broking experience. The teams of its dedicated analysts
are constantly at work to track performance and trends.

Dial-n-trade is also an exclusive service available to all Sharekhan customers for

trading in shares via the telephone. On dialing the toll free number 1600-22-7050
and on entering the customers TPIN number, the customer will be directed to a
telebroker who will buy or sell shares for him.

 PRICE
• List Price
CLASSIC SPEED SPEED
TRADE TRADE PLUS
One time 750 1000 1500

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 registration fee
Minimum brokerage Nil 1000 1500
Charges –Quarterly

• Brokerage
Share khan in its online business charges brokerage as follows:
- In equity Market:
On Trading: 0.1% On Delivery: 0.5%
- In Derivative Market
On Trading: 0.12% (Total brokerage) On Delivery: 0.1%
• Service Tax
-8% on Brokerage.
• Turnover tax + Stamp duty
-0.015% (Rs. 15 on every turnover of Rs. 100000)
• Custody Charge
Re. 1 per script held per month.
• Discounts
For investors with High Net worth, there are slabs in brokerage rates.
• Payment Period
The transaction settlement date in the securities market is T+ 2 days i.e.
the payment of the transaction taken place has to be made within two
days of its occurrence.
• Credit terms
Share khan allows its customers to trade up to 4 times i.e. by keeping
1/4th margin with them.

 PROMOTION

Online share trading is totally a new concept in Indian Market. Generally investor
doesn’t like to come out from conventional way of share trading. Share khan has

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introduced this product in. The concept and Product are still new in the market.
Therefore the company has undertaken extensive promotion campaign to create
awareness about the product. Share khan adopts the following tools for
promoting the product

• Advertising
Company advertises its product through TV media on channels like
CNBC, Print Media-in leading dailies and outdoors media. It advertises
itself as an innovative Brand with a cartoon of tiger-called SHERU.
Besides attractive and colorful brochures as well as posters are used
giving full details about the product.
Mails are sent to people logging on to sites like moneycontrol.com and
rediff.com.
Also, stalls are opened up now and then at places where prospective
customers can be approached.

• Sales Promotion
The Company offers Rs.500 instead of Rs.750 for corporate accounts
(more than 20 accounts).
Also, it provides online trading accounts for just Rs.300 for IIM students.

• Sales Force
The Company has an aggressive sales force, which is given incentives,
based on their sales. The sales force is given intensive training
continuously.

• Seminar
The Company also arranges seminar in corporate world for creating
awareness about the product. Recently, it had organized for a seminar in
ONGC, IIM.

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• Direct Marketing
Company emphasizes more on direct marketing, as many people are still
not aware of this new way of smart trading. For this, the company recruits
and trains sales representatives so as to explain the product and solve
customer queries related to the product. This is the most effective way to
communicate the three-in-one concept which company offers.

• Telemarketing
This is another promotional tool company is using to boost up its sales.
For this, the company collects the database of the people belonging to
different professional segments.
 PLACE
• Channels
Share khan uses various channel alternatives to reach to its customers
through
 Internet
 Tele Marketing
 Retail Share Shops
 Franchisee Owners
 Power Brokers
 Sales Force
• Coverage
Access to the website from any part of the globe.
• Locations
Share khan has the largest chain of retail share shops in India. It has 180
share shops located in 90 cities all over India like Pune, Thane, Chennai,
Kolkata, Banglore, Luckhnow, Darjleeng, Kanpur, Baroda, Midnapore,
Surat, Delhi, Gaziabad, Hydrabad, Allahbad, etc.

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 PEOPLE
• Employees
⇒ Selection: Employees are selected on the basis of their
experience and qualification as applicable to the job.
⇒ Training: Intensive training is provided to the employees till a
week once they join and even at times required after that.
⇒ Motivation: The employees are motivated through incentives
they are provided.
• Research Team
Share khan has a team of dedicated analysts who have years of working
experience in the industries that they track, and a proven track record in
using their knowledge of the investment science to deliver results.

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 • Customers
The heart of sharekhan are really treated loyally like the kings. The
customer care, which comprises of highly trained executives operating
from 9:30 to 8:00 p.m.
 PHYSICAL EVIDENCE
• Locality of the office:
In Ahmedabad, two franchise outlets are located in posh areas like
Navrangpura and Maninagar. A new franchise is going to open up in
Vastrapur.
• Office Environment:
The ambience within the office is what can make the customer feel
comfortable in trading. The cordial and friendly atmosphere at office is like
a full time motivation for the employees.
• Interiors and Infrastructure:
The office is well furnished and has 24 computer terminals on which tick-
by-tick price movements of the securities are displayed.

 PROCESS
• In this service organization, the ways in which the customers receive
delivery of the service constitutes the process. Here, the process involves
adding ‘value’ or ‘utility’ so that the customers get full satisfaction for the
money spent by them.
• Here the process begins from the step when customer wants to open e-
invest account and ends when his account is actually activated.
• All Indian residents and NRI are eligible to avail this service.

• Customers can open a sharekhan e-invest account by filling a single

application form.

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 This form includes 9 agreements like:-

1. Main form with customer details

2. Agreement between sharekhan and client in respect of the ONLINE-
INVESTMENT SUPPORT service offered.
3. Agreement between the Depository Participant and the client for providing
the transaction statement through Internet.
4. Irrevocable power of attorney
5. Agreement between the DP and the person seeking to open an account
with the DP.
6. Maintenance of client’s account on a running account bases by SSKI.
7. Agreement giving the right of lien on the credit balance of client in NSE
trading.
8. Agreement giving the right of lien on the credit balance of client in BSE
trading.
9. Risk disclosure document (cash segment)

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S.W.O.T. Analysis of Share Khan

Strength:
 It is a big Business Organization with a turn over of Rs.400crores and more than
800 peoples working in the organization.
 Has a competent Sales Force.
 Has a strong Distribution channel.
 Stimulates positive attitude towards the Product.
 Gives extra incentive to the customer to make a purchase.
 Gives direct inducement to take immediate action now rather than later.

Weakness:
 Lack of Advertising and publicity.
 Shortage of supply in some areas.
 No emphasis given to small sellers.
 They are non-recurring in there use they have seldom values.

Opportunities:
 Better schemes may motivate Retailers.
 If more facilities are provided to Retailers the Market share will surely increase.
 Better Advertising and Publicity will lead to better sales.

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  Opening of new retail outlets.

Threats:
 Delay in Distribution due to many reasons.
 Biases behaviors of some Retailer.
 Some MNCs are stepping in this field.
 Better schemes provided by some competitors.

Research Methodology

Marketing research process:

Marketing research is the systematic design, collection, and analysis of data and findings
relevant to a specific marketing situation facing by the company.

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

Research Design:

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Research design is the conceptual structure within which the research would take place.
The presentation of such a design facilitates research to be as efficient as possible
yielding maximum information.

1. Deciding the Objective of the Study.

2. Questionnaire.

3. Sample Selection.

4. Feedback Collection.

5. Analysis.

Types of research

I used a descriptive type of research. It is one which includes surveys and fact – finding,
Enquiries of different kinds. The major purpose of such research is description of the
state of affairs, as it exists at present.

Data Sources:
There are 2 types of data. They are:
1. Primary data
2. Secondary data

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Primary Data :- Are those, which are collected afresh and for the first time and thus
happen to be original in character. Primary data will not only be relevant for research
project but it is also reliable, accurate and dependable.

Secondary Data:- Are those which have already been collected by someone else and
which have already been passed through the statistical process.
For my research data has been procured from both primary and secondary sources.
Dealers, customers and organization constituted the primary source.
Newspapers, magazines and websites constituted the Secondary data.

Research Instruments:
The various research instruments at the hands of the researcher are as follows: -

1) Observations: Under this the information is sought by way of investigators,

own direct observation without asking the respondents.
2) Interview: It involves presentation, oral-verbal, stimuli and reply in terms of oral-
verbal responses. This method can be used through personal interviews and if
possible, through telephone interviews.
3) Questionnaires: It consists of number of questions printed or typed in a definite
order on a form or a set of forms; the respondents have to answer the questions
themselves.

For my survey I used the entire three Instruments.

Types of questionnaires:-
Questionnaires can be of 2 types.
 Structured: It is one in which all questions and answers are specified and
comments in the respondent’s own words are held to the minimum.

33
  Unstructured: It is one in which the answers to the questions can be framed in the
respondents own words.

(My questionnaire was a structured one.)

Types of questions: -
Open Ended and Closed Ended

Sampling
Sample Plan
A sample plan is a definite plan for obtaining a sample from a given population. It refers
to the technique or the procedure the researcher would adopt in selecting items for the
sample. It includes the following.

Sample size:-
This refers to the number of items to be selected from the universe to constitute a sample.
For my research the sample size 170 customers surveyed.

Tools used

 In-depth interviews lasting between 1 hour to 1.5 hours

 Informal discussions based on questionnaire format (Refer To Annexure -1)

Sample Size:-100 respondents.

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 LIMITATIONS

On The Job
• Lack of awareness of Stock market: - Since the area is not known before it takes
lot of time in convincing people to start investing in shares primary in IPO’s.
• Mostly people comfortable with traditional brokers: - As people are doing
trading from there respective brokers, they are quite comfortable to trade via
phone.
• Lack of Techno Savy people and poor internet penetration: -Since most of the
people are quite experienced and also they are not techno savy. Also internet
penetration is poor in India.
• Some respondents are unwilling to talk : - Some respondents either do not have
time or willing does not respond, as they are quite annoyed with the phone call.
• Inaccurate Leads: - Sometimes leads are provided which had error in it which
varies from only 5 digit phone number to wrong phone number
Off The Job
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1. TIME PRESSURE –As the time was only 2 months, there was a pressure to
prepare the report with accurate data and present it to the Assistant Manager.
2. EXPENSES NOT PROVIDED –Expenses which were incurred to get the

information were not provided by the company.

3. FINDING ACCURATE DATA –There was a pressure to present only accurate
data not fake which took lots of time in proving that the data was accurate.
4. PEOPLE NOT READY TO GIVE INFORMATION –People who were
approached were reluctant to provide the information due their busy work.
5. MARKET TIME--This was the biggest problem as we could contact our
Assistant Manager only after the share market closed and they completed their work and
settlements that is after 4 P.M.

DATA ANALYSIS

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 1) Awareness Of Financial Services
The graph above shows that awareness about Tax Planning was the highest i.e.
34%.After that 23% people were aware about Mutual funds then comes
Insurance-20%.17% of the people were about Bond’s/F.D.’s. The least awareness
was found for Stock broking And PPM i.e. 3% each.

2) Awareness of Sharekhan
Our sample size was 75, and it was found that only 75% were aware about
Sharekhan & 25% are not aware of Sharekhan.

3 ) Aware ness Of Financial Consultancies

Among the Financial consultancies, the highest awareness was for KARVY-17%
then comes ENAM is 16%. For Agents the percentage was highest as it was 33.33%.

4) Customer awareness From Media

In respect of the customer awareness about financial services from media, Newspaper and
T.V. were on the top most i.e. 20% each. For others, the percentage was – for Magazine-17%,
for Radio, Agents, Franchise, and reference it was 10% each. The lowest was for Hoardings
i.e.3% only.

5 ). Interested In Investment
Out of 75 sample unit, 67% of the people were interested in investment, and only 33% of
the people show their disinterest in investment.

6).Areas of investment

37
Out of sample unit 150, the percentage of people interested in different areas was as
follows: Tax Planning-30%, Mutual Funds-27%,Insurance-20%,Bond’s/F.D.’s-
13%,Stock Broking-7% and for PPM only 3%

7) Reason of Unwillingness Of The People in Respect Of Investment

30% of the people said that because of the previous loss they had suffered they are not
willing to invest. Another 30% of the people said that that due to lack of knowledge they
do not invest invarious options. High risk was the reason for another 23% of the people,
while the rest 17%ther people said that due to lack of financial planning they do not
invest.
8) Investment Pattern Of The People From Their Annual Income
From the graph following we get the following data:

Financial Services Annual income

5-10% 10-15% 15-20% 20%& above

Tax planning 5 10 15 15

Mutual funds 10 15 10 05

Insurance 08 08 10 04

Bond’s/FD 05 10 0 05

Stock Broking 05 05 0 0

38
PPM 03 02 0 0

9) Preferable Period O f Investment :

From the survey we found that for most of the people preferable period of investment
was from Jan-Mar. The least preferable period was from Oct.-Dec.

10) Peoples Preference for I nvestment Through Consultancies

Out of the total sample unit of 150, 65% of the people said that they would like to invest
through consultancies while the rest 35% of the people showed their unwillingness
towards Investment

39
 FINDINGS

1) From the survey it was found that most of them are aware about Sharekhan as a
Financial Service Provider.

2) Among all the services, most of the people were aware about Tax Planning’s and least
awareness was for PPM and Stock Broking, so efforts should be taken accordingly.
3)As far as the brand awareness is considered the Karvy tops the list so, the companies
have to put the extra effort on its awareness, and also the company has to take maximum
efforts on building its marketing strategy.

4) According to the respondents the quality of the service is very important. So the
company should project itself as a brand in the market that gives end user the best quality
of service with handy operations.

5) Most of the respondents have their own personal, consultant or company consultants.
Sharekhan have to differentiate their services from other consultant effectively by
delivering value added services to its customers.

6) Organizations have to concentrate on direct marketing activities. The consultancy

should develop its long-term relationship with the customers.

40
7) The consultancy must give much more emphasis on creation of customer who make
repurchase.
8) The maximum amount of awareness which has been generated is through newspaper
and TV. So the company should take care of it as it can be one of the potential media for
advertisements.
9) The maximum respondents want to invest in tax planning and second preference for
the mutual fund, so the consultancy can decide its strategy accordingly.
10) The consultancy has to consider the factors for investments of respondents,
effectively before making the strategy.
11) From the survey I also founded that the consultancy lacked in after sales service
which is very important in today’s business.

CONCLUSIONS

As most of the executives who were taken as our sample unit were from middle class or
upper middle class, they have a decent amount of saving. So they are willing to invest in
different options only if they are aware about the product they are getting into.

So it is important for the company, to create awareness about its financial services more
effectively. It is also necessary for the company to become customer friendly, to solve
their query and to provide information as and when required.

41
 RECOMMENDATIONS

1. The company should try to expand & build up its infrastructure because there is a
large potential for insurance in India.
2. Company should focus on the advertising activities because there is the tough
competition in the market.
3. The company should attract the market more vigorously and go in for trapping
more and new customers.

4. The company should provide special schemes for customers with more
information to motivate them.

5. The company should also try their best to make the customer aware of the
technical aspect of the schemes so that the customers do not feel that they are
ignorant of any fact.

6. Since most of the people are unaware about the share khan the broking
company. The company can make them aware by educating them about it with
the help of road shows and canopies.

42
 7. In the branch office, more sales associates are required to perform the business
operations.
8. More training facilities should be there.

9. Less time should be taken in documentation.

10. More branch offices should be open in the various locations to cover the
maximum area.
11. Branch should be much in space to attract the customer.
12. Company should try to organize some public relation activities.

Annexures
View
Agro Tech Foods Ltd. Consolidated Balance Sheet ( ` in Cr) Standalone

Mar- Mar- Mar- Mar- Mar-

10 09 08 07 06
OWNER'S FUND
Equity Share Capital 24.37 24.37 24.37 24.37 24.37
Reserves & Surplus 126.3 105.5 87.51 71.25 55.87
7 1
LOAN FUNDS
Secured Loans 0.00 0.00 11.82 17.72 16.34
Total 150.7 129.8 123.70 113.34 96.58
4 8
USES OF FUNDS
Gross Block 60.16 58.91 56.57 54.40 53.15
Less : Accumulated Depreciation 19.15 22.09 22.84 21.32 19.38
Net Block 41.01 36.82 33.74 33.08 33.77
Capital Work-in-progress 12.40 0.71 0.21 0.24 0.27
Investments 0.00 0.01 0.01 0.01 0.01
NET CURRENT ASSETS
Current Assets, Loans & Advances 193.5 179.2 163.58 152.16 133.09
0 5
Less : Current Liabilities & Provisions 96.17 86.82 73.73 72.14 71.17
Total Net Current Assets 97.33 92.44 89.84 80.03 61.92
Miscellaneous expenses not written 0.00 0.00 0.00 0.09 0.61

43
Total 150.7 129.9 123.80 113.44 96.58
4 7
NOTE
Book Value of Unquoted Investments 0.00 0.01 0.01 0.01 0.01
Contingent liabilities 77.01 6.86 6.53 4.95 16.90
Number of Equity shares outstanding (in 243.6 243.6 243.69 243.69 243.69
Lacs) 9 9

Bibliography

Books
• Sharma, D.D., Marketing Research, New Delhi, Sultan Chand & Sons
Educational Publishers, 2005.
• Kothari, C.R., Research Methodology, Second Edition, New Delhi, New Age
International (p) Ltd Publishers, 2006.
• Pandian, P., Security Analysis And Portfolio Management, Vikas Publishers,
2007.

Websites
1. www.sharekhan.com
2. www.google.co.in
3. www.speedtrade.com
4. www.strade.sharekhan.com
5. www.5paisa.com
6. www.icicidirect.com
7. www.kotak.com

44
 Newspapers and Magazines
Economic Times
Bussiness Magazines

Questionaire

QUESTIONNAIRE FOR AWARENESS IN TRADING

1. Are you aware of the market condition now a day?

Yes No

2. Which market is good for trading?

Increasing Decreasing Both Don’t know

3. What is the source of your stock market information?

TV channels news paper Share khan research magazines others

4. Would you like to trade in this market?

Yes No

45
5. Do you have Demat & Trading Account? If yes specify.

6. Are you satisfied with the facilities given to you by the company? If yes specify.

• ………………………………… ………………………………………

• ………………………………… ..…………………………………….

7. What is your occupation?

Business Govt. Employee Private Employee

Retired Student House wife

8. How long have you been investing in

stocks?

New 1 to 5 years 5 to 10 years More than 10 years

9. If you are new, have you attended any training program for investing in stock?

Yes No

10. Do you know about derivatives and

equity?

Yes No

11. What is your market preference?

46
 Speculator Regular investor Occasional investment Trader

12. What are your stock preferences?

High risk high returns

Stock value less than Rs10

Stock recommended by broking house

13. Do you know about Share khan Limited?

Yes No

14. Do you know about the schemes

offered by Share khan Limited?

Yes No

15. Do you want to have a free trading

and Demat account?

Yes No

16. Do you like to trade with Share khan?

Yes No

NAME: - ………………………………………….. PLACE: -

……………………
DATE: - ……………………….. CONTACT NO.:-
……………

47
QUESTIONAAIRES FOR THOSE WHO DOESN’T KNOW ABOUT TRADING

1. Did you ever heard about trading in share market?

Yes No

2. Are you interested in trading in share market?

Yes No

3. What you think investing in market is profitable?

Yes No Can’t say

4. What is your occupation?

Business Govt. Employee Private Employee

Retired Student House wife

5. Do you know that without Demat & Trading account no one can trade in the share
market?

Yes No

48
6. What if the trading is provided to you
online? Do you trade?

Yes No

7. What if you are provided free Demat and Trading account?

Ready to open an account Think about the offer Not interested

8. Do you ever heard about Share khan?

Yes No

9. What if Share khan provides you ICICI account with zero balance?

Interested Not Interested

10. What more facilities you are expecting from Share khan?

• ……………………………………….

• ………………………………………..

• ………………………………………..

• ………………………………………..

49
 11. Do you know that share khan is offering flexible brokerage and many other
facilities which differentiate us from other broking firm

12. What affects more for you when you start trading in share khan?

Brokerage Online Trading Free telephone services

Easy money transfer to your account Exposure

Any other specify Not interested

NAME: - ……………………………… PLACE: - ………………………..

DATE: - ……………………………….. CONTACT NO.:- ……………....

50