A Study On Consumer Perception Towards Investment Services of Icici Bank

CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK.
A STUDY ON CONSUMER PERCEPTION TOWARDS INVESTMENT SERVICES OF ICICI BANK

Dissertation submitted in partial fulfilment of the requirements for the award of the Degree of
MASTER OF BUSINESS ADMINISTRATION OF BANGALORE UNIVERSITY
BY ROHIT H SAGAR REG NO. 09KSCMA068 Under the guidance of Mrs. KALPANA RAGHAVENDRA
ASST. Professor
INDIAN ACADEMY
SCHOOL OF MANAGEMENT STUDIES (IASMS) Hennur Cross, Hennur Main Road, Bangalore 560 043
2010-2011
1 INDIAN ACADEMY SCHOOL OF MANAGEMENT STUDIES
INDIAN ACADEMY School of Management Studies

Bangalore-560 043
Mrs.KalpanaRaghavendra ASST. Professor &Guide
Dr. JesiahSelvam Principal
CERTIFICATE
this is to certify that this dissertation report entitledA Study On Consumer Perception Towards Investment Services Of ICICI Bank , which has been submitted in partial fulfillment for the award of MBA Degree of Bangalore University, was carried out by Rohit H Sagarunder the guidance of Mrs. KalpanaRaghavendraThis has not been submitted to any other University or Institution for the award of any degree/diploma/certificate.
Date: Place:
Signature of the Guide
Signature of the Principal
Rohit H Sagar IV Semester, MBA Register No. 09KSCMA068 Indian Academy School of Management Studies Bangalore-560 043
DECLARATION I hereby declare that this Dissertation entitled A Study on Consumer Perception Towards Investment services Of ICICI Bank submitted to the Bangalore University in Partial fulfillment of requirements of MBA Programme is bonafide work Carried by me under the guidance of Mrs. KalpanaRaghavendra. This has not been submitted earlier to any other University or Institution for the award of any degree/diploma/certificate or published any time before.
Date: Place: Signature of the Student.
ACKNOWLEDGEMENT
I sincerely thank Dr. JesiahSelvamDirector, Indian Academy School of Management and Studies, Bangalore for granting me the permission to do this Research Project. I would also like to express my immense gratitude to Mrs. Rohit H Sagar. InternalGuide& ProfessorIASMS and all other faculties of IASMS, for their guidance, continuous encouragement and valuable suggestions at every stage of the project. This project has been a great learning experience for me and it would not have been possible without the support and guidance of the above mentioned people. I also extend my deep sense of gratitude to my Family and Friendsfor encouraging me and helping me to complete my project successfully.
Place: Date:
Rohit H Sagar
Executive Summary
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. Introduction of demat and net trading has revolutionized the capital market. Internet trading has made the process of buying and selling of shares much faster and easier than physical broker. It provides integration of bank, broker, stock exchange and depository participants. This eliminates the complexities in the rigorous process of investing in stock exchange. In fact that first Indian stock Exchange established in Bombay is the oldest in Asia. The earliest security dealings were transactions in loan securities of the East India Company, the dominant institution of those days. The broker community gave birth to the Native Share and Stock Broker Association which is known as Bombay Stock Exchange.
National level exchanges including OTCEI (Over the Counter Exchange of India) and NSE (National Stock Exchange). Initially the exchange operated on an outcry system i.e. manual system of trading.. The process of liberalization and the transparency in operations has raised the interest of the foreign investors in India. At present there are twenty-two stockincrease in trading volumes, the number of issuers increased substantially, and the birth of NSEs highly transparent automated system came into existence. Even than there was an increase in paper work causing a gridlock at every stage in the stock market. This delays the clearance and settlement of traders, registration of securities in the shareholders name and due to this it increased the back office paper work of intermediaries. These outdated systems have increased settlement risks and have rendered the implementation of a delivery versus payment system impossible. Today when one wants to invest in stock market, he has to contact broker on phone or meet him personally to place order. Broker gives much importance and additional service only to high net worth customers but the Internet trading has given an opportunity to small investors to get best service at much lower price than physical broker. Online trading has basically replaced a phone call with the Internet. Instead of interacting with the broker over the phone, the customer is clicking the mouse. Online trading has given customer a real time access to account information, stock quotes, elaborated market research and interactive trading. The prerequisites of Internet trading are a computer, modem, telephone connection, and registration with broker, a bank account and depository account. Introduction of depository services is considered as the Beginning of the Era of Stocks@Click. This means that you can arrange delivery of securities (shares) sold any time, anywhere to any one by click of mouse. Dematerialization facilitates to keep the securities in 5 INDIAN ACADEMY SCHOOL OF MANAGEMENT STUDIES
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. electronic form instead of paper form. It offers more advantageous than the physical certificate form. The scope of this study is limited to the performance of the industry.
INTRODUCTION
In this ever-changing, demanding world, it takes a lot more than just ambitious growth plans to succeed. It takes passion, grit, determination and above all, an abiding Vision to be the first across the winning line and still more ahead to fight and win new battles. It is the spirit and dedication to the belief The higher we aim, the further we reach that Propels each one of us to achieve the impossible every time. The main objective of every organization is to maximize the sales, increase its profit and the growth of the company. Hence, to achieve such objectives consumer satisfaction and retention becomes an important factor. Consumers are the more important assets of the company; their needs should be properly satisfied. It is very important to provide quality products and good service to the consumers. It indirectly influences the growth of the company. Therefore it is necessary to find and evaluate the consumer behaviour and satisfaction levels towards Demat account and to obtain quantitative and qualitative data for the problem. Hence the importance of the problem initiated the research work.
PHYSICAL CERTIFICATES- THE TRADITIONAL WAY
The Indian capital market has seen an unprecedented boom in its activity in the last decade. We can now boast of a very large investor population and substantial volumes of trade. However, this surge in activity has brought with it, numerous problems that threaten the very survival of the Capital market in the long run. A closer inspection of the problems would reveal that most of them arise due to the intrinsic nature of paper based trading and settlement. This century-old system of trading and settlement requires handling of huge volumes of paper leading to increased costs and inefficiencies. Simultaneously, they expose the investors to greater risks putting them at a disadvantage. Some of these areas are: Unwarranted delay in transfer of shares. It takes 30 to 60 days for the investors to get the shares lodged in their name; Possibility of forgery on various documents leading to bad deliveries, legal disputes etc; Theft of shares leading to defective title in shares purchased and subsequent litigation; 8 INDIAN ACADEMY SCHOOL OF MANAGEMENT STUDIES
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. Prevalence of fake certificates in the market; Mutilation or loss of share certificates in transit; Increased transaction costs due to stamp duty, fake shares, rejection by registrars, etc.
This has made the investors, both retail and institutional, wary of entering the Indian capital market. In this scenario, it was felt that the getting up of a depository and the introduction of scrip less trading and settlement is imperative for the efficient functioning of the market. The Indian capital market has witnessed numerous changes in the recent past. Historically stock market booms have always resulted in a number of problems for the lay investor. Sometimes, the problem may magnify them and threatens to engulf the entire capital market. A close introspection of these problems will reveal that most of them are due to intrinsic nature of paper based trading and settlement. All this may have driven away many potential investors and Foreign Institutional Investors. Dematerialization of shares is looked upon as the remedy for the paper based problems.
With effect from August 19, 1998 SEBI has granted certificate of registration of Central Depository Services (I) Ltd. (CDSL).Yet even with demat, from the point of view of investors there are numerous problems. Here Wallet Watch introduces you to setting up of a demat account and introduction of scrip less trading and settlement. There are numerous benefits of this scrip less trading and settlement, which Wallet Watch has discussed in detail. In this ever-changing, demanding world, it takes a lot more than just ambitious growth plans to succeed. It takes passion, grit, determination and above all, an abiding Vision to be the first across the winning line and still more ahead to fight and win new battles. It is the spirit and dedication to the belief. The higher we aim, the further we reach that Propels each one of us to achieve the impossible every time. The main objective of every organization is to maximize the sales, increase its profit and the growth of the company. Hence, to achieve such objectives consumer satisfaction and retention becomes an important factor. Consumers are the more important assets of the company; their needs should be properly satisfied. It is very important to provide quality products and good service to the consumers. It indirectly influences the growth of the company. Therefore it is necessary to find and evaluate the consumer behaviour and satisfaction levels towards Demat 9 INDIAN ACADEMY SCHOOL OF MANAGEMENT STUDIES
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. account and to obtain quantitative and qualitative data for the problem. Hence the importance of the problem initiated the research work.
BENEFITS OF THE STUDY TO ICICI BANK: By this study it is helpful to gain deeper understanding of the needs and expectations of the consumers. ICICI Bank will come to know that the overall satisfaction with the Demat account and its services. The probability of consumers recommending ICICI Bank will be increased. Taken together the measurement of consumer satisfaction and perceptions forms an index of how the Bank is serving. Thus measuring consumer satisfaction levels will show weather they retain their consumers or not.
INTRODUCTION TO DEMATERIALIZATION
Dematerialization is the process by which physical certificates of an investor are converted to an equivalent number of securities in electronic form and credited to the investors depository account with his Depository Party (DP). The dematerialized form of shareholding and the depository mode of trade (scrip less trade) have been in operation in developed financial markets for over 15 years. In India, the first depository commenced operation a decade back and is relatively new. The Indian financial market is in need of both scrip-based and scrip less trade, but the investing community, which is used scrip-based trade, is bound to take some time to accept the latter. The scrip less trading, till now a domain of the western world, institutional investors and GDR holders is now mandatory even for small investors. All those who hold physical share certificates have to get them dematerialized. If they do not, they will be forced to do so at the time of sale. The countless numbers of conservative Indians have to digest it, whether they like it or not. First, the institutional investors succumbed. Then the high net worth individuals, trading in more than a certain numbers of shares, were forced to give in. now, it is the turn of the small investors of select-companies.
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. With their share certificates being replaced by small slips and receipts, naturally the average investors will have their share of fears and apprehensions. It is necessary to educate and convince these investors about the benefit of Demat rather than forcing them to take part in the game. An Analogy: Bank Holds funds in Accounts. Transfer funds between accounts. Transfers without handling cash. Safekeeping of money. Depository Participant Holds securities in account. Transfer securities between accounts. Transfers without handling physical securities. Safekeeping of securities.
DEPOSITORY SERVICES- BEGINNING OF THE ERA OF STOCKS @ CLICK A Depository account is similar to a bank account. It gives a summary of investors holding of securities in the companies in the Indian Stock Exchange and records transaction details of securities bought and sold during the period. The information of securities holding is maintained in the electronic form. The securities in the depository account do not have any numbers to distinguish them and are identified by the total number of securities held for each company by the depository on the investors account. Corporate bodies that can hold shares in electronic form. The depository is the registered owner of the securities and the holders are beneficial owners. Identifies beneficial owner of the shares. Since there is no change in the registered ownership there is no stamp duty levied on the transfer of shares. Till some time back Linked to the capital markets. Related to securities.
Shares 11 INDIAN ACADEMY SCHOOL OF MANAGEMENT STUDIES
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. Debentures Bonds Commercial Papers Other Financial Instruments Today it is a practical reality that you can arrange delivery of securities (shares) sold anytime, anywhere, to anyone by a click of the mouse and it is possible to trade in securities and settlement of the accounts from the convenience of a sitting room or through a laptop. This is made possible because of the Internet facility. The depository is responsible to deliver and receive securities traded at the stock exchanges, which are the business partners of the depository. It doesnt deal with financial aspect of the settlement of the trade. Dematerialization of securities (shares) was the commencement of the era of the stocks. The beginning was made in 1996, with legislation of the depository act 1996 and SEBI regulations 1996. The securities are now a nettized produced 1.6SHAREHOLDING AND DEPOSITORY MODE. The dematerialized form of shareholding and the depository mode of trade (scrip less trade) have been in operation in developed financial markets for over 15 years. In India, the first depository commenced operation a decade back and is relatively new. The Indian financial market is in need of both scrip-based and scrip less trade, but the investing community, which is used scrip-based trade, is bound to take some time to accept the latter. The scrip less trading, till now a domain of the western world, institutional investors and GDR holders is now mandatory even for small investors. All those who hold physical share certificates have to get them dematerialized. If they do not, they will be forced to do so at the time of sale. The countless numbers of conservative Indians have to digest it, whether they like it or not. First, the institutional investors succumbed. Then the high net worth individuals, trading in more than a certain numbers of shares, were forced to give in. now, it is the turn of the small investors of select-companies. With their share certificates being replaced by small slips and receipts, naturally the average investors will have their share of fears and apprehensions. It is necessary to educate and convince these investors about the benefit of Demat rather than forcing them to take part in the game.
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. 1.7 DEPOSITORY PARTICIPANTS A Depository participant is an agent appointed by the depository and is authorized to offer depository services to all investors. An investor cannot directly open a demat account with the depository. An investor has to open his account through a DP only. The DP in turn opens the account with the Depository. The DP in turn takes up the responsibility of maintaining the account and updating them as per the instructions given by the investor from time to time. The DP generates and provides the holdings statement from time to time as required by the investor. Thus, the Depository Party (DP) is basically the interface between the investor and the depository. This system has now become mandatory for a list of specified shares. Under this system, share certificates in the physical paper form as we know now would be Dematerialized and the account of shares held would be kept like money in a bank account. Whenever new shares are bought, the account would be credited and whenever sold, the account would be debited. Such accounts would be maintained by authorized agents are called Depository Participant (DP). All shares were held in physical form. Ownership vested with the registered holder.
1.8 CONCEPT OF DEPOSITORY
A depository means a place where anything is deposited. It can be anything and can include securities, physical goods, cash or money or valuables. We have safe deposit vaults where we deposit our valuables for safe custody but under our control. This is also a form of depository. Internationally there are two systems to hold securities. The first is to hold securities in a physical form. The ownership can be transferred by any means, including the electronic media. This is also known as immobilization of securities. This system is followed where the physical form of securities is low, for example, bullion. The second system is to retain the details of the security holding in an account in an electronic format, which is similar to maintaining a bank account. This is known as 13 INDIAN ACADEMY SCHOOL OF MANAGEMENT STUDIES
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. dematerialization of securities. This system is followed where the volume of securities is substantial. The first is to hold securities in a physical form. The ownership can be transferred by any means, including the electronic media. This is also known as immobilization of securities. This system is followed where the physical form of securities is low, for example, bullion. The second system is to retain the details of the security holding in an account in an electronic format, which is similar to maintaining a bank account. This is known as dematerialization of securities. This system is followed where the volume of securities is substantial. With the growth of the Indian capital market in the decade and the increasing trading activity in the stock market, the volume of paper being exchanged has increased exponentially and will continue to increase. This was one of the primary reasons for India opting for the dematerialization depository route. 1.9 NEED FOR DEPOSITORY Compulsory Demat trading introduced by SEBI in 1998 No market lots Eliminates bad- delivery Effects transfer of securities immediately No stamp duty for transfer of shares No handling of huge paper volumes (paperless trading) Reduces transaction costs Moving towards faster and smoother settlement cycles Facilitates easy lending and borrowing on securities as it eliminates paper-related risk. Eliminates risks associated with physical certificates like loss, theft, mutilation, forgery, etc ONLINE SHARE TRADING IS WAITING TO TAKE OFF IN INDIA
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. First, screen based trading changed the way of transactions was conducted. Than demat enhanced the ease quotient for investors. Today, it is buying and selling of shares over the net. There is also quotes and trading on the move, thanks to wireless application protocol. TV trading you could soon be buying and selling shares through television screens with high speed Internet access! The technology tango has truly revolutionized access and converged interest! But, lets get back to online share trading. The online brotherhood is currently pegged at an approximate 75,000. And daily trading turnover is estimated in the vicinity of 0.75% of the combined BSE and NSE daily turnover of about Rs11, 000 crores. Point is there is tremendous scope for growth. Especially when you consider the US, where trading over the net accounts for about 55% of the total volumes. And, in some Asian markets the figures as high as 70%. The do-it- yourself framework online share trading offers retail investors the three benefits of transparency, access and efficiency. Paper work diminishes significantly, and no more painful trips to your broker to check if everything is in order. Online trading has made it possible to universalize access to retail investors. This was earlier very difficult, as the cost of servicing often-outweighed transaction volumes. Online brokerage ranges between 0.05-0.20percent of the value of transactions for non-delivery-based trades, and between 0.25-0.95percent for deliverybased trades. Once major investments in online infrastructure are over and done with- and with economies of scale coming into play it is expected that brokerage rates would head further downwards. Then there is always a flip side: Transaction velocity is crucial. And more often than not, connections are lousy. There is also a degree of investor skepticism about online payment and settlement mechanisms in spite of all the encryption and firewalling brought into play. Time and technology will soon assuage these concerns, which hark back to the physical days. The investors have come to a stage where advances in technology have significantly empowered the retail investor fraternity. Access to online treading and latest financial happenings, apart from quotes and unbiased investment analyses, all consolidate into a value-added product mix in tandem with evolving markets that are more free and fairer. The Net Result: An inquisitive, 15 INDIAN ACADEMY SCHOOL OF MANAGEMENT STUDIES
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. informed and demanding investor. Todays investor is more involved in managing his or her assets and analyzing a vast array of investment options. Technology and todays enabled investor have, in turn, driven competition, resulting in reduced cost of trading, transparency in dealings and pricing info that is accurate and real-time. More and more investors now want to know how their trades are executed, and whether they have received the best possible price. Critical components of execution quality include the prices at which orders were executed as well as the speed of execution. The quality of execution, in turn, hinges on efficient order routing. We owe this to our investor fraternity. On to some threat perception Domestic funds, foreign institutional investors and operators comprise the three main market constituents. And all three include term investors as well as opportunists in their pecking order. Some, for instance, hitch their fate with what the Foreign Institutional Investors are up to. All this spells spurting volumes. But nobody is concerned about the resultant volatility. And some, not all, offer free investment advice over the net to lure rookie investors with misleading information. Prices of scrips can also be influenced to the advantage of vested interests, courtesy to the net. Unlike in the US, stockbrokers out here willingly (or under the force of circumstance) assume the role of advisors, sans the neutral, non-vested stance. So, how do all things impinge on the ordinary guys on the ordinary dreams? Compare notes on margins, brokerage rates. But most importantly, think carefully about the type, size and frequency of trades that you will be into before opting for an online service provider. Most importantly, does your online broker have what it takes to handle an upsurge in trading activity? Goes without saying that its becoming easier to trade online, but its also becoming easier to lose your money! So, carefully does it having said all that it all boils down to investor confidence. This, to my mind, is a function of investor education, streamlined and user-friendly systems, transparency, efficiency and personalized service. All this assumes the cent restage, which is illuminated by technology and choreographed by, well-meaning, decipherable and implement able regulation. DEMAT
The dematerialized form of shareholding and the depository mode of trade (scrip less trade) have been in operation in developed financial markets for over 15 years. In India, the first depository commenced operations a decade back and is relatively new. The Indian Financial Markets is in 16 INDIAN ACADEMY SCHOOL OF MANAGEMENT STUDIES
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. need of both scrip-based trade, but the investing community, which is used to scrip-based and scrip less trade, is bound to take some time to accept the latter. The scrip less trading, till now a domain of the western world, institutional investors and GDR holders is now mandatory even for small investors. All those who hold physical share certificates have to get them dematerialized. If they do not, they will be forced to do so at the time of sale. A process by which the physical certificates of an investor are taken back by the company / registrar and actually destroyed and an equivalent number of securities are credited in the electronic holdings of the investor. MEANING OF ICICI DIRECT.COM (ONLINE SHARE TRADING): ICICI Direct.com is actually online share-trading site. Which means that from the time you punch in a buy or sell trade on your computer to the final settlement in your account, everything happens completely online? The 3-in-1 e-invest accounts integrates your brokerage, bank and one or more depository accounts to make sure that you can do the otherwise cumbersome share trading from the comfort of your home or office, at absolutely any time of the day or night.
Research Design
2.1Introduction Investment services there are many banks and institutions providing DEMAT services as investors have increased with the increase in opportunities for investment. Therefore the study focused on understanding consumer perception towards services provided by ICICI bank. From the study it can be known that there are various factors that influence the consumer behavior. The survey conducted revealed the various needs and requirements of the consumers. The income level of most of the consumers is between 2-5 lakh. The most of the consumers are holding Demat account from past 3-4years and many consumers are between the age of 30-40. The survey also revealed that the consumers should be made to know much about 20 times margin because some of the people do not know about this. This shows that awareness was quite poor regarding the 20-times margin. It also came to know that consumers were not getting a clear idea when they were doing enquiries regarding the sell n cash system and 20 times margin. The study shows that the customers are not gathering much information provided in Display Boards. They are less interested on Display Boards. In case of the accuracy regarding the transaction results, it is good. There may be delay in accessing the transaction results but it should be improved. But the consumers do not find problem in the accuracy of the transaction. The study also revealed the consumer opinion about the behaviour of the staff members of the different branches who will be there to give service for the consumers. The consumers were of the opinion that staff members behaviour was courteous, prompt and polite.
The survey also helped to know the consumer awareness towards Demat account, and the service provided by the Bank regarding the Demat account. The trading demos regarding the Demat account all were known by the survey. The survey revealed that the many of the 19 INDIAN ACADEMY SCHOOL OF MANAGEMENT STUDIES
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. consumers are proficient in finance, which is necessary to get the knowledge of share business
2.2 Statement of the problem Online trading and Demat are the two emerging concepts in the stock market. It involves personal factors, technical factors, business factors and economic factors. The interplay of these factors on stock market requires a deep study about the pattern process and procedures and performance. This study is intended to identify the various concepts about demat and the online trading and its way of functioning. ICICI provisions are not exposing to its customers extensively. Hence in this report an attempt has been made to link the potential customers and the ICICI Investment services. 2.3 Scope of the study Globalization of the financial market has led to a manifold increase in investment. New markets have been opened; new instruments have been developed; and new services have been launched. Besides, a number of opportunities and challenges have also been thrown open.The study helps the bank to know the consumers behaviour towards the Demat account.
2.4 Objectives of the Study To study ICICI Direct.com (online service trading). To study of dematerialization in ICICI Investment. To analyse satisfaction and awareness of ICICI Investment services.
2.5 MEHODOLOGY NATURE OF THE STUDY
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. The study is explanatory in nature as it provides the insight and understanding the consumer behaviour and the process of Demat account transaction in ICICI web trade, ICICI Bank. A field study has been conducted and coordinated by using both primary and secondary data DATA COLLECTION METHOD Primary data The primary data for the study has been collected through questionnaire, which have been designed. The questionnaire contains open ended and closed-ended questions, which is framed. Secondary Data The secondary sources of information are obtained through journals, magazines, newspapers, brochures and websites. LOCATION OF THE STUDY The study was conducted at ICICI web trade, ICICI Bank in Bangalore. SAMPLE DESIGN Since due to time constraint non-probability sampling was chosen for the study. The sampling method used in this study is of two types. First the random sample which is used for selecting customers in different areas and localities in and around the city. Second is convenient sampling for selecting the customers. These customers were selected as per convenience. ANALYSIS OF QUESTIONNAIRE The data was basically analyzed using tabulation and percentage method. Some statistical tools are also applied in analyzing the data to which it correctly suits. Tables and graphs are also used to bring more transparency of information.
DURATION OF THE STUDY 21 INDIAN ACADEMY SCHOOL OF MANAGEMENT STUDIES
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. The study has been conducted for a period of 6 weeks. SAMPLE SIZE A sample of 100 respondents was chosen for the purpose of the study. Sample considers of small investor, large investors and traders of ICICI direct.com in ICICI Bank.
2.6 Limitation of the study Since sample size is only 100, which is not a true representative of the population as a whole. Since segment wise investors is not available in ICICI web trade. Overall concept is taken for the study. Information is partly based on secondary data and hence the authentic of the study can be visualized and is measurable. Level of accuracy of the results of research is restricted to the accuracy level with which the customers have given their answers and the accuracy level of the answers cannot be predicted.
2.7 Chapter scheme Chapter 1: Introduction Chapter 2: Review of Literature and Research Design Chapter 3: Industry Profile Chapter 4: Analysis of Data and Interpretation Chapter 5: Findings, Conclusions and Recommendations,
COMPANY PROFILE
ICICI Bank in Indias second largest bank with total assets of about Rs. 1 trillions and a net worth of about 540 branches and offices and over 2000 ATMs. ICICI bank offers a wide range of banking products and financial services to corporate and retail customers through a variety of delivery channels, and through its specialized subsidiaries and affiliates in the areas of investment banking life and non-life insurance venture capital, asset management and information technology. Banks Equity shares are listed in India on stock exchanges at Chennai, Delhi, Kolkatta and Vadodora, the stock exchange, Mumbai and the NSE of India ltd and its American Depositary Receipts (ADRs) are listed on the New York stock exchange (NYSE) ICICI Bank was originally, promoted in 1994 by ICICI ltd, an Indian financial institution and was its wholly owned subsidiary. ICICIs share holding in ICICI bank was reduced to 46% through a public offering a shares in India in fiscal 1998, an equity offering in the form of American reposition receipts listed on the stock exchange in fiscal 2000. ICICI Bank acquisition of Bank of Madura limited in all stock amalgamation in fiscal 2001, and secondary market sales by ICICI to institutions, investors in fiscal 2001 and 2002. ICICI was formed in 1955 at the initiative of the World Bank the government of India representatives of Indian industry. ICICI emerges as the source of foreign currency loans to Indian Industry. Besides funding from the world bank or other multi lateral agencies, ICICI also among the first to raise funds from international markets, will the objectives of creating or development of or providing medium and long term project financing to Indian business. Mr. A RamaswamiMudaliar elected as the first chairman of ICICI limited. In 1956 ICICI declared its first divided at 3.5% In 1958 Mr. G.L. Mehta was appointed the 2nd chairman of ICICI ltd. In 1960 ICICI building at 163 batch by reclamation was inaugurated. In 1961 The first west German loan of DM 5 Million from kredianstalt was obtained by ICICI. In 1967 It made its first debenture issue for Rs core which was oversubscribed. 24 INDIAN ACADEMY SCHOOL OF MANAGEMENT STUDIES
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. In 1969 First two regional offices in Kolkata and madras was opened. Second entity in India to set up merchant banking services. In 1977 ICICI sponsors the formation of housing development finance corporation managed its first equity public issue. In 1982 ICICI commences leasing business In 1986 It is first Indian institution to receive ADB loan first Public issue by an Indian entity in the Swiss capital market. It promotes shipping credit and investment company of India ltd. (SCICI) 1988 It promotes TDICI Indias first venture capital company. In 1993 ICICI set up ICICI securities and finance company limited in joint venture with J.P. Morgan a also set sup ICICI asset management company. In 1994 ICICI sets up ICICI Bank. In 1996, it becomes the first company in the Indian financial sector to raise GDR and also announces merges with SCICI. Mr. K.V. Kamath appointed the MD and CEO of ICICI Ltd. In 1997 the name the Industrial Credit and Investment Corporation of India limited was changes to ICICI limited and announces take over of ITC classic finance. In 1998 It announces take over of Anagrom Finance In 1999 It launches retail finance, car loans, house loans and for consumer durables. In 2000 It becomes the first commercial from India to list its stock on NYSE and announces merges with bank of Madras. Share holders of ICICI and ICICI bank approved the merger in January 2002, by the high court of Gujarat at Ahmedabad in Market 2002, and by the High court of Judiciary at Bombay and RBI. In April 2003 consequent to the merger the ICICI groups financing and banking operations, both wholesale and retail have been integrated in a single entity. ICICI web trade limited is an integral part of ICICI bank. It basically provides two types of accounts namely ICICI. Direct online account and wise investment account. Customers interested in shares and stock can go for ICICI. Direct online account and those customers who are interested only in investment can go for wise investment Account. Both these accounts are unique in the sense that both have the unique function of a 3 in 1 account that combines banking, broking as well as the demat accounts. 25 INDIAN ACADEMY SCHOOL OF MANAGEMENT STUDIES
Briefly if we go on to explain it, ICICI web trade limited provides a 3 in 1 account which consists of a savings account which is zero balance, a Demat account which helps the customer to store his shares in an electronic format and a trading account which helps the customer to deal with primary and secondary market. The site provides speed, control, independence and trust to the customers. 3.1 Mc KINSEY 7-S MODEL OF ICICI BANK The Mc Kinsey 7-S model is a widely discussed framework for viewing the interrelationship of strategy formulation and implementation. It helps to focus on the importance of linking the chosen strategy to a variety of activities that can affect the implementation of that strategy. The Mc Kinsey 7-S framework should be thought of as a set of seven compasses. When the needs are aligned, the company is organized. When they are not, the company is not really organized even if its structure looks right.
Shared Struct Strate Syste Skil Sty Sta Value ure ms gy le ls ff
3.2
STRATEGY The concept of strategy includes purpose, mission, objectives, goals and major action plans policies. A strategic thinking involves the understanding of basic economic of business;
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. identifying ones sources of competitive advantages and allocation of resources to ensure that ones distinctive capabilities remain strong.
Vision To be the preferred brand for total financial and banking solutions for both corporate and individuals. In line with its vision statement, ICICI has capitalized on market opportunities to stretch the borders of its business and has evolved from a project finance institution to insurance, personal services, a financial supermarket providing end to investment banking and venture capital, end financial services to corporate and retail providing fulfillment to practically all the customers. Today, the ICICI Group offers financial needs of individuals and products and services in the areas of companies corporate banking and commercial banking.
Mission ICICI Bank as an organization has been built on the principles of professionalism, ethics and financial expertise. The bank believes that its existence and development are closely inter linked with its ability to serve both the corporate and retail customers. This belief has evolved into its corporate philosophy of growth, innovation and stability. To identify and support initiatives designed to improve the capacities of the poorest of the poor to participate in the largest economy. The bank aims to provide the benefits of universal banking to its corporate and retail clients and its investors. The goal is to ensure that dealing with ICICI bank is safe, simple and efficient. It attempts to pursue growth and innovation without compromising on its stability.
3.3INDUSTRIAL BACKGROUND OF THE STUDY

DEPOSITORY SERVICES IN INDIA India has two depository service providers, The National Securities Depository Limited (NSDL) was incorporated on 8th November 1996, and The Central Depository Limited (CSDL) was incorporated in 1996 as the second depository, to provide depository services to the investors. The depositories are required to operate within the legal framework of: Depository Act 1996 SEBI (Depository and participants) Regulation, 1996 SEBIs guidelines issued from time to time Bye-laws Business Rules The bylaw and business rules are designed by the depository based on the above to govern its functioning and operational procedures, and also that of its business partners. The procedures of NSDL and CSDL are not significantly different form, as it has to follow the same legal framework to operate.
3.4THE FOLLOWING ARE THE KEY CHALLENGES THAT CONFRONT THE INDUSTRY:
Removing the mental block from the minds of the investor with regard to online trading. Handling greater competition on the flow of orders, and increased liquidity. Currently, only orders for purchase and sale can be placed online. The entire process of trading to be conducted online needs a very strong infrastructure set-up. The Indian stock market faces the challenge of setting up this infrastructure to meet the standards of the developed markets. This poses a problem in terms of high cost.Online trading is a growing phenomenon in the Indian securities 29 INDIAN ACADEMY SCHOOL OF MANAGEMENT STUDIES
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. market. Trading online can confer many benefits on the investor such as quick trading, faster execution and settlement of transactions. Since the concept is new to investors, it is very important that they follow certain guidelines, which will ensure safe trading. The Indian securities market has taken the right step, by adopting this new technique of trading. India has a huge potential to succeed in this venture and it gains confidence, from the success seen the US and other developed markets. 3.5Advantages & Disadvantages of Online Trading
Advantages Like many other things, online trading has its advantages and disadvantages. Future investors must ask if the advantages outweigh the disadvantages for their specific needs. They may decide that online trading is not the best method for investing, but there again, they may see the savings and convenience associated with trading online. There are many advantages to online trading like the reduced cost of executing trades. This includes both the cost of processing the transaction and the commission for a broker. The cost of processing a transaction is usually a good deal lower with online trading. Most brokers charge around $100.00 per transaction, but with online trading the price is between $5 and $20. The commission for a broker is also avoided by investing online, because no broker is used to assist you with your transactions. This saves a lot of money, because most brokers charge a set amount for commission on every transaction a person makes. Another big advantage to online trading is the convenience of it. Investors have access to their accounts from almost any location at almost any time. This allows the investors to keep track of their portfolio whenever they want. Online trading is also convenient because it is quick and easy to make trades. Investors only have to point and click to make trades. This can be dangerous, because investors may not realize that every time they click it is $5 to $20 per trade. The last advantage for online trading is the control that it gives the investor. The investors make all decisions dealing with their portfolio. They also decide when and how much to trade. If a person is smart and experienced, then online trading can be very profitable. If they know enough to make trades without the help of a broker they will make a good deal of money. Otherwise,
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. they could be throwing their money away on bad investments and not know about it until it is too late.
There are only a few disadvantages, but each one is significant.
The first of these disadvantages is the reliability of service. There are several factors that can affect the reliability of service. The online broker's server may be down, the user's personal computer could be down, and power outages could disrupt service. Any one of these factors could cost the investor money, so it is good to be able to call your online broker to make necessary transactions. It would also be a good idea to have accounts with a couple of different online brokers. The next disadvantage to consider is the absence of a broker to assist with transactions. Brokers may be expensive, but they do offer experience and knowledge about investing. This makes brokers very valuable when dealing with a critical decision. So, it is very important that a person knows what they are doing when investing online. The good thing is that there are resources available online to help make trade decisions. Another disadvantage of online trading is the number of online scams. There are measures in place to help deal with this problem, but they cannot detect all scams. The Security and Exchange Commission (SEC) has implemented some of these measures and have successfully uncovered over 300 websites advertising fraudulent companies. These con artists will try to convince a person that their company is a good investment. They will then proceed to take money from investors with no intent of producing a return. Finally, security online is a disadvantage, but over the past few years encryption has improved, it is still not 100% safe. This fact keeps any people from trying to invest online. Many of the major online brokers have become members of major associations like National Association of Securities Dealers (NADS) and Security Investors Protections Corporation (SIPC). These associations will insure every account up to $100,000 in cash $500,000 overall. Both the advantages and disadvantages of online trading are significant. If a person is knowledgeable enough about investing, then this is a cheaper and more convenient way to do it. If a person is an inexperienced investor, then they would probably be better served by using a broker to handle transactions.
3.6ORGANIZATON
STRUCTURE
ICICI bank structure is designed to be flexible and customer-focused, while seeking to ensure effective control and supervision and consistency in standards across the organization and align all areas of operations to overall organizational objectives.
The organizational structure of ICICI bank is shown in figure. Executive Director
GM IBG
GM RBG
GM H.R.D
AGM HRD
GM Finance
AGM Finance
AGM IBO
AGM Call Centre
AGM RAPG AGM RAPG Manager
AGM RCLG
Zonal Manager Regional
Manager
Manager
Staff
Staff
Sales Manager Sales Executives
HUMAN RESOURCES DEPARTMENT:
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. Human Resources Department is an important department in organization. Human resources department main function is to recruit, train, develop, motivate the employees and the sales team. The recruitment procedure in Human resources department of the organization is by campus interviews, applications received through ICICIcareer.com and application received by job advertisement. The selection procedure is done through reception of application, preliminary of screening of application, written test, Interview and selection. In ICICI bank promotion is given on the basis of seniority and merit basis. ICICI provides training every week to all employees. FINANCE DEPARTMENT: General Manager heads the finance department. The finance department consists 2 sections Accounting and Cash Section. They report to AGM. Assistant Managers assist the managers of accounts and cash section. They have full authority regarding the financial decision because they are the major decision-makers in finance department.
Finance departments have different sections. They are Accounts section Budgets and Budgetary control Record section Audit section
Cash section Cash budget Cash management Cash remittance Cost budget
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. The information regarding day to day operations are sent through information systems to corporate office. On the basis of this information the corporate office will release the funds to the branches.
Marketing System Marketing executives are trained every morning, which facilitates them to solve the customer problems. Marketing Executives need to prepare a daily report and it must be sent to their higher authority, which is referred regularly by the authority. This system keeps marketing executive competitive and continuous motivation to improve the customer satisfaction. There will be relationship manager for every product who listens and solves the customer quarries.
3.7RETAIL BANKING GROUP This consists of 2 departments retail asset product (RAP) and retail channel of liability group (RCLG) headed by assisting general manager who reports to GM of retail bank group. Managers and sales managers assisted RAP AGM. Sales manager guides relationship manager and sales executives. RCLG AGM assists zonal manager. Under zonal manager regional branch manager. The branch managers will report to regional branch manager. Role and Responsibilities of Zonal Manager Zonal manager acts as communication and operational link among the top management and regional and branch manager. Communicates by disseminating the latest corporate strategy and goals among branches Zonal manager acts as a corporate decision making body He initiates the reformative and innovative policies He make inquiry often on claim settlement and credit settlement He check on effective discharge of functions 34 INDIAN ACADEMY SCHOOL OF MANAGEMENT STUDIES
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. He verify the earnings and disbursement of funds He makes comparative study on competitions strategy and monetary benefits Appropriate placing, channelizing and recognizing the original resources towards products and services. Analyses the reports produced by branch manager He receives feedback from branches and frames proper policies to improve business portfolio as per the changes.
Role and Responsibilities of Branch Manager Some vital rotes and responsibilities of branch manager: Developing and managing client relations and client loyalty Increasing branch business Communicates and report to senior officers and top management. Communicates with peers, subordinates and clients who are the main sources of information. He target the group in general regarding products and service He strengthens the existing ones by meeting the client requirements Facilitates his subordinates for efficient discharge and duties He often checks the loan recovery All the developments, happenings and transactions are reported to the senior officers.
INTERNATIONAL BANKING GROUP [IBG]: To IBG GM both international business operations AGM and call center AGM will report. The IBO AGM have authority to take decisions regarding foreign exchange and NRI
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. accounts rebated. The call center was headed by AGM who was assisted by manager and system manager. To these call center the information will be sent by IBO AGM. Regional structure
ICICI direct.com is fully oriented on sales. The management trainees or the employees work in the organization should do the sales and they should give the business to the organization. So the product knowledge has been given to them. Minimum three days training is given to the management trainees or the employees. After training they will be sent to the field. The employees or trainees are assigned certain target and they have to proceed the field. The target increases along with the month. According to the company policies and procedures they have to give the feedback to their seniors. The structure of the ICICI direct.com is as follows: The structure of the regional is shown in figure.
The Wholesale Banking Group(WBG) The wholesale Banking Group (WBG) is responsible for ICICI products and services for corporate clients, including credit and treasury products, project finance, structured finance and transaction banking services. This group is also responsible for securitization activities. The Rural, Micro-Banking & Agri-business Group (RMAG) forms part of WBG. The International Business Group(IBG) The International Business Group (IBG) is responsible for international operations, including ICICI Banks operations in various overseas markets as well as products and services for nonresident Indians (NRIs) and international trade finance and correspondent banking relationships.
3.8The Corporate Centre The Corporate Centre comprises all shared services and corporate functions, including finance and balance sheet management, secretarial, investor relations, risk management, legal, human
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. resources and corporate branding and communications. A separate team within the Corporate Centre is responsible for our proprietary trading activities.
RESULTS, ANALYSES & DISCUSSIONS

In this chapter, the data that are collected and analyzed on the basis of objectives drawn sequentially. In this chapter while analyzing the data, suitable statistical tools that can be applicable are applied. The suggestions are drawn after analyzing the research data. 1 AGE GROUP No. of Respondents
Percentage
Age group
30 & below
22
22
30-40
54
54
41-50
14
14
51-60
60 & above Table 4.1: Age Group of Respondents
Table 4.1 shows 54% of respondents are between the age group of 30-40, 22% are less than 30, 14% respondents are between 41-50, 6% respondents are between 51-60 and the remaining are above 60. This shows that most of the respondents who are interested in share trading lies between the age group of 30-40.
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. 4.2 ANNUAL TAKE HOME INCOME Here this question was asked to the respondents to know the annual income level. From this data it will be easy to analyze the medium and premium class people. Income Level (In Lakh) No. of Respondents Percentage Below 1 3 3 1-2 15 15 2-5 41 41 5-10 32 32 Above 10 9 9 Total 100 100 Table 4.2: Current Annual Take Home Income of Respondents
Table 4.2 and Fig. 4.1 shows 41% of the respondents take 2-5 lakh, 32% of the respondents take 5-10 lakh, 15% of the respondents take 1-2 lakh, very less number i.e., 3% will take below 1 lakh and the remaining 9% take above 10 lakh every year.
4.3 KNOWLEDGE OF FINANCE This question was asked to know, how the knowledge of finance affects the consumers to show interest to the share business. Knowledge About Finance No. of Respondents Percentage Expert in the field of Finance 8 8 Proficient in Finance 49 49 Dont know much about Finance 5 5 Known by News papers& journals about Finance 38 38 Table 4.3: Analysis Made to Know the Respondents Knowledge About Finance
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. Table 4.3 shows 49% respondents are proficient in finance, 38% will keep update about the developments through newspapers, journals, TV etc.,8% respondents are expert in finance and the remaining 5% respondents do not know much about finance.
4.4 TO KNOW THE CONSUMER AWARENESS TOWARDS THE DEMAT ACCOUNT

4.4.1 Respondents Aware of Demat Account Response Yes No Total No. of Respondents 91 9 100 Percentage 91 9 100
Table 4.4: Number of Respondents Aware of Demat Account
Table 4.4 and fig. 4.2 reveals the awareness of the customers regarding Demat account. Most of the customers i.e., 91% are aware of the Demat account and 9% are not aware of Demat account. This shows that the company has done better and still it has to concentrate on educating the consumers regarding Demat account and hence gains significance in the study. 4.4.2 From How Long the Respondents Have the Demat Account Years 1-2 2-3 3-4 Above 4 Total No. of Respondents 23 20 45 3 91 Percentage 25.27 21.97 49.45 3.29 100
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. Table 4.5 and fig. 4.3 represents the period or from how long the customers have Demat account. The maximum number of respondents that is 45 have said that they are using from 3-4 years, 23 respondents have replied that they are using from 1-2 years and 20 have replied that they are using 2-3 years. This shows that majority of the consumers have the Demat account from 3-4 years. Hence it is significant to know, from how long they are using the Demat account. 4.4.3 Respondents Having Demat Account Before Opting for ICICI Direct.com Response Yes No Total No. of Respondents 48 43 91 Percentage 52.74 47.25 100
Table 4.6: Respondents Having Demat Account Before Opting for ICICI Direct.com
Table 4.6 and fig. 4.4 shows the opinion of the respondents about their Demat Account before operating for ICICI direct.com 52.74 % members has Demat Account before opting for ICICI Direct.com and 47.25% are fresher to the Bank. They directly opened their account in ICICI Bank itself. This shows that many of the consumers have left other banks and have to come to ICICI Bank. 4.4.4 Respondents Knowing 20 Times Margin in Intra Day Trading
Response Yes No Total
No. of Respondents Percentage 71 78.021 20 21.978 91 100 Table 4.7: Respondents Knowing 20 Times Margin In Intraday Trading
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. Table 4.7 and fig. 4.5 shows 78.021% of respondents know 20 times margin in intra day trading the remaining 21.97% respondents do not about this 20 times margin. Hence it is significant to know the respondents awareness towards this feature. This shows that the company must concentrate on spreading the awareness of this new feature and its concepts and hence gains significance in the study. 4.5 TO KNOW THE VIEWS OF THE CONSUMERS TOWARDS DEMAT ACCOUNT. 4.5.1 To Know the Scheme in Which the Respondents are holding Their Shares Schemes No. of Respondents Percentage Small Investors 41 45.05 Long Term Investors 28 30.76 Trades 22 24.17 Total 91 100 Table 4.8: To know the Scheme in which the Respondents are Holding their Shares
Table 4.8 and fig. 4.6 shows the respondents in which they hold their shares. 45.05% of the share holders are small investors, 30.76% of consumers are long term investors and the remaining 24.17% are traders. This shows that most of consumers are of small investors. They are interested in investing small amount so that the profit maximization from this may enhance their interest to invest in long-term investments and trades. In this case the company should try improve to their confidence and retain the consumers. 4.5.2 Analysis Made to Know the Media by Which the Respondents Come to Know this Demat Account. Media Display Boards Colleagues Tele Sales Others Total No. of Respondents 19 33 33 6 91 Percentage 20.879 36.263 36.263 6.593 100
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. Table 4.9: Analysis Made to Know the Media By Which the Respondents Came to Know Their Demat Accounts
The table 4.9 and fig. 4.7 shows the different means through which the consumers came to know the Demat account in ICICI Bank. 20.87% of the respondents came to know this Demat account through Display Boards, 36.26% of the respondents came to know through Colleagues and Tele Sales, and 6.59% came to Know through others. Hence it shows that the Colleagues and the Tele Sales are more significant. Therefore the company should show more interest on the Tele Sales to attract the consumers. 4.6 TO KNOW THE MARKET LEADER IN THIS SEGMENT. 4.6.1 Analysis Made to Know the Respondents Having Their Demat Account in Different Banks Banks No. of Respondents Percentage OmKotak Securities 4 4.39 IL & TF 2 2.19 Karny Bank 15 16.48 Table 4.10: Analysis Made to Know the Respondents Having There Demat A/C in Different Banks
Table 4.10 and fig. 4.8, shows that 67.03% are from ICICI bank,16.48% are from Karvy bank, 5.49% are from Share Khan, 4.39% are from Om Kotak Securities, 4.3% are from HDFC and 2.19% of the respondents are having their account in IL & TF. This reveals that ICICI is the market leader, and Karvy stood next to the ICICI. 4.7 TO KNOW THE CONSUMER BEHAVIOUR AND THEIR SATISFACTION TOWARD DEMAT ACCOUNT. 44 INDIAN ACADEMY SCHOOL OF MANAGEMENT STUDIES
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. 4.7.1 Risk Taking Capability of the Consumers Risk Taking Capability Take Risk for Higher Returns Take Calculated Risks Averse to Risk No. of respondents 38 46 16 % of respondents 38 46 16
Table 4.11: Risk Taking Capability of Respondents
The table 4.11 reveals that there are no respondents who are careless, but the respondents who are taking calculated risks are more. 46% of the respondents take calculated risks which show the brilliancy of the consumers. Than 38% of the respondents take risks for higher returns where as 16% respondents are averse to risk. 4.7.2 Analysis Made to Know the Respondents Feeling About Trading Demos of Demat Account. Response Satisfied Highly Satisfied Neither Satisfied Nor No. of Respondents 48 14 24 Percentage 52.74 15.38 26.37
Dissatisfied Highly Dissatisfied 3 2 Dissatisfied 2 2.19 Table 4.12: Analysis Made to Know How the Respondents Feel the Trading Demos of Demat Account
The respondents were asked their opinion regarding their satisfaction level towards trading demos of Demat account. In this the table 4.12 and fig 4.9 reveals that 52.74% are satisfied with trading demos, 15.38% very much satisfied, 26.37% are neither satisfied nor dissatisfied, 3.29% are very much dissatisfied and 2.19% are just dissatisfied. Hence the Bank shall consider the significance of improving the trading demos. Share Khan ICICI HDFC Total 5 61 4 91 5.49 67.03 4.3 100
4.7.3 Respondents Satisfied With Sell N Cash System. Response Yes No Total No. of Respondents 72 19 91 Percentage 79.12 20.87 100
Table 4.13: Respondents Satisfied with Sell N Cash System
From the table 4.13 and figure 4.10 it is clear that 79% of the respondents are having good opinion and they are satisfied with the sell n cash system where as 21% of them are 46 INDIAN ACADEMY SCHOOL OF MANAGEMENT STUDIES
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. dissatisfied. From this we can say that the Bank should improve its sell n cash system to the consumer need, so that those 21% are also satisfied. 4.7.4 To Know the Level of Tariff Structure Tariff Structure Level Respondents Percentage Very High 19 20.87 High 12 13.18 Reasonable 50 54.94 Low 9 9.89 Very Low 1 1.9 Total 91 100 Table 4.14: To Know the Level of Tariff Structure
From the table 4.14 and fig. 4.11 We can predict that the 55% of the respondents have said that the tariff structure is Reasonable, 20.87% said that it is very high, 13.18% said that it is high 9.89% said that it is low and 1.9% of the respondents are of the opinion that it is very low. By this it is known that the tariff structure should be done still better in the viewed of the respondents .
Table 4.15: The Rating Given by the Respondents to the Service of the Demat Account Rate 10% 20% 40% 60% 80% 100% Total No. of Respondents 4 8 23 16 38 2 91 Percentage 4.39 8.79 25.27 17.58 41.75 2.19 100
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. Table 4.15 and fig 4.12 shows that 41.75% have given 80% rate, 25.27% have given 40% rate, 17.58% have given 60% rate, 8.79% have given 20% rate, 4.39% have given 10% rate and only 2.19% of the respondents have given 100% rate. It shows that very less amount of respondents have given 100% rate, so there is a need to improve the service of Demat 4.7.6 The Respondents Opinion About the Demat Account
Response Satisfied Highly Satisfied Neither Satisfied nor Dissatisfied Highly Dissatisfied Dissatisfied Total
No. of Respondents 60 10 16 1 4 91
Percentage 65.93 10.98 17.58 1.09 4.39 100
Table 4.16: Satisfaction Level of Consumers about the Demat Account
The table 4.16 and fig. 4.13 shows the opinion of the respondents regarding their satisfaction level regarding Demat account. In this 77% respondents are satisfied, 18% are neither satisfied nor dissatisfied and completely dissatisfied are very less in number i.e., 5%. This shows that the situation is favorable to make the changes in improving the Demat service.
4.7.7 The Respondents Opinion about the ICICI direct.com Response Satisfied Highly satisfied Neither Satisfied nor Dissatisfied Highly Dissatisfied Dissatisfied Total No. of Respondents 65 8 10 3 5 91 Percentage 71.42 8.79 10.98 3.29 5.49 100
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. Table 4.17: Satisfaction Level of Consumers about the Demat Account
The table 4.17 and fig. 4.14 shows respondents opinion regarding their satisfaction level about ICICI direct.com. In this 80% of the respondents are satisfied, 11% are neither satisfied nor dissatisfied and the remaining 9% are dissatisfied with ICICI direct.com. The Bank will retain its position if it tries to satisfy the consumers in this number and it should try tries to improve.
SUMMARY OFFINDINGS, CONCLUSIONS AND SUGGESTIONS.

5.1 SUMMARY OF FINDINGS 91% are aware of the Demat account and 9% are not aware of Demat account. Of the respondents. 45.05% of the share holders are small term investors, 30.76% of consumers are long term investors and the remaining 24.17% are traders. The majority of 41% of the respondents take 2-5 lakh, 32% of the respondents take 5-10 lakh, 15% of the respondents take 1-2 lakh, The 49% of respondents are proficient in finance, 38% will keep update about the developments through newspapers, journals, TV etc.,8% respondents are expert in finance and the remaining 5% respondents do not know much about finance. The maximum number of respondents that is 45 have said that they are using from 3-4 years, 23 respondents have replied that they are using from 1-2 years and 20 have replied that they are using 2-3 years. The 52.74 % members has Demat Account before opting for ICICI Direct.com and 47.25% are fresher to the Bank. 20.87% of the respondents came to know this Demat account through Display Boards, 36.26% of the respondents came to know through Colleagues and Tele Sales, and 6.59% came to Know through others. In this 80% of the respondents are satisfied, 11% are neither satisfied nor dissatisfied and the remaining 9% are dissatisfied with ICICI direct.com. 67.03% are from ICICI bank,16.48% are from Karvy bank, 5.49% are from Share Khan, 4.39% are from Om Kotak Securities, 4.3% are from HDFC and 2.19% of the respondents are having their account in IL & TF. This reveals that ICICI is the market leader, and Karvy stood next to the ICICI.
5.2 CONCLUSION 51 INDIAN ACADEMY SCHOOL OF MANAGEMENT STUDIES
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. The changing life style and work culture of the society has made the people very busy in all places. In this situation time factor has become considerably important. The people are having more and more expectations day by day. They are demanding for more attributes from the Bank. They are having wide range of options and will not hesitate to switch over. Hence any company with a vision to grow and be more competitive will consider consumer behaviour and their satisfaction as the main criteria. The increasing trend shows the ICICI Bank is growing tremendously. The study on evaluating the consumer behaviour, satisfaction level and awareness has disclosed that there are many factors that are influencing the consumer satisfaction levels are quite recognizable.ICICI Bank has got very large consumer base. The interest towards the shares is increasing in the people, so the consumers are becoming large, in the mean time there is a much competition from other banks also.The Bank should take necessary steps to win the consumer trust, by educating the customer regarding formalities to open a Demat account in the Bank. The Bank should make the people aware of the Demat account to the better extent. It can be concluded that ICICI Bank is enjoying higher consumer satisfaction and has opportunities in the market to serve its potential customers. By exploiting these opportunities the Bank can reach its pinnacle in all respects of business activities in enhancing its market share and company growth.
5.3Recommendations
After getting the printouts of the holding statement, dispatch of the same should be taken place with no delay and this can be cross verified with the sender (dispatch section). 52 INDIAN ACADEMY SCHOOL OF MANAGEMENT STUDIES
CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK. Consumers are facing overcrowding, non-availability of telephone lines, so proper measures should be taken to overcome these problems. The ICICI official should conduct regular training demo classes for the new account holders. Some consumers feel that they are trained for ICICIDirect.com demo. Many consumers feel that batch of 15 are good for ICICIDirect.com training Only two respondents have given 100% rate for the service of the Demat account. The ICICI need to give more concentration towards the improvement of the service. It is known through the study that an around 45% of the investors are investing for short term. The company should give more concentration on the long-term investors, by implementing new marketing strategies in the Demat service. Since the Demat service through online is a new concept, the consumers are not very much proficient regarding the services rendered by the bank, so the people should be educated regarding the services . Investors education must be disseminated to the people by ICICI Direct.com Awareness about Demat and its benefits must be disseminated to the massive people. This will be the very good marketing strategy for ICICI Direct.com also. The investors who earn more than Rs. 4,00,000 per annum are the major people in ICICI.com. Whereas, the investors who earn less than Rs. 2 lakh per annum should also be targeted with suitable policies Mostly, the youngsters are the probable investors. Old aged citizens are neglected. They must be concentrated with suitable Mutual Fund policies.
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CONSUMER PERCEPTIONS TOWARD INVESTMENT SERVICE OF ICICI BANK.