IN-COMPANY TRAINING REPORT

ON

“CUSTOMER SATISFACTION TOWARDS ONLINE TRADING”

COMPLETED IN

“SHAREKHAN LIMITED”

Submitted in partial fulfillment of the requirement of

Bachelors of Business Administration (BBA)

Guru Jambheshwar University of Science & Technology, Hisar

Training Supervisor: Submitted By:

Mr. Amit Sharma Monika Singh

Territory Manager Enroll No. 10511242064

SESSION 2010 – 2013

GURU JAMBHESHWAR UNIVERSITY OF SCIENCE &

TECHNOLOGY, HISAR

Pincode - 125001

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EXECUTIVE SUMMARY

Share trading in India is undergoing a transition and consolidation phase witnessed never

before. The competition is likely to become so severe after the entry of many players,

retaining a customer is most difficult practice for any service provider. Though India has

a very big untapped market but the players will not flourish unless they change the way

the customers are being served. Given the awareness level of today’s customer, every

player has to treat with care and make the customer feel that he is the king.

Number of Online share trader in India has crossed the line. More and more customers

are coming under this umbrella and many of the existing one are changing pavilion. So

customer satisfaction & their retention is now more important as it was never before.

Players keep coming with new schemes in order to attract new customers and retain the

existing one. This is being supplemented with increased advertising and brand building

efforts. Success of any organization depends upon its being proactive. An often

Quoted marketing adage is to manage a business well is to manage its future and to

manage its future is to manage information.”

I am very lucky as I got an opportunity to work with “Sharekhan”, which is showing

phenomenal growth and success in the Securities.

In order to complete this project I made an effort to do a depth study and analysis of

various known and unknown reasons for customer satisfaction towards online trading. I

made a set questions and asked the same from those who do online trading

At last in this project I compiled results under the findings heading also gave some

recommendations to the company on the basis of results.

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ACKNOWLEDGEMENT

I take this opportunity to thank Sharekhan Limited for giving me a chance to work for

this project and I would like to express my sincere thanks to Mr. Amit Sharma

(Territory Manager) and his team who helped, inspired and mentored me and without

their help this project report would not have taken its current shape.

Under their brilliant untiring guidance I could complete the project being undertaken on

the “Customer satisfaction towards online trading” successfully in time. Their meticulous

attention and invaluable suggestions have helped me in simplifying the problem involved

in the work.

I would also like to thank the overwhelming support of my family and friends who

supported me at every step with their blessings and guidance

Monika Singh

10511242064

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TABLE OF CONTENTS

CHAPTERS PAGE NO.

Chapter 1 - Introduction1.1. Overview of Industry as a whole 6 - 16

1.2. Profile of the Organization 17 - 29

Origin Recent Achievements Mission & Vision Products Organization Structure

1.3 Introduction to the Topic 30 - 37

Chapter 2 - Objective & Methodology2.1. Objectives of the Study 38

2.2. Research Methodology 38 - 41

Research Design Sources of data Sampling Technique Sample size Methods of data collection Tools and techniques of analysis

2.3. Limitations of the Study 41

Chapter 3 - Data Analysis & Interpretation 43 - 56

Chapter 4 - Findings 58

Chapter 5 - Recommendations 60

ANNEXURE

BIBLIOGRAPHY

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CHAPTER – 1

INTRODUCTION

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1.1 OVERVIEW OF THE INDUSTRY AS A WHOLE

Do you know that the world's foremost marketplace New York Stock Exchange (NYSE),

started its trading under a tree (now known as 68 Wall Street) over 200 years ago?

Similarly, India's premier stock exchange Bombay Stock

Exchange (BSE) can also trace back its origin to as far as

125 years when it started as a voluntary non-profit making

association. You hear about it any time it reaches a new

high or a new low, and you also hear about it daily in

statements like 'The BSE Sensitive Index rose 5% today'.

Obviously, stocks and stock markets are important. Stocks

of public limited companies are bought and sold at a stock exchange. But what really are

stock exchanges? Known also as News on the stock market appears in different media

every day. he stock market or bourse, a stock exchange is an organized marketplace for

securities (like stocks, bonds, options) featured by the centralization of supply and

demand for the transaction of orders by member brokers, for institutional and individual

investors. The exchange makes buying and selling easy. For example, you don't have to

actually go to a stock exchange, say, BSE - you can contact a broker, who does business

with the BSE, and he or she will buy or sell your stock on your behalf.

All stock exchanges perform similar functions with respect to the listing, trading, and

clearing of securities, differing only in their administrative machinery for handling these

functions. Most stock exchanges are auction markets, in which prices are determined by

competitive bidding. Trading may occur on a continuous auction basis, may involve

brokers buying from and selling to dealers in certain types of stock, or it may be

conducted through specialists dealing in a particular stock.

But where did it all start? The need for stock exchanges developed out of early trading

activities in agricultural and other commodities. During the middle Ages, traders found it

easier to use credit that required supporting documentation of drafts, notes and bills of

exchange. The history of the earliest stock exchange, the French stock exchange, may be

traced back to 12th century when transactions occurred in commercial bills of exchange.

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The first stock exchange in India, Bombay Stock Exchange was established in 1875 as

'The Native Share and Stockbrokers Association' and has evolved over the years into its

present status as the premier stock exchange in the country. It may be noted that BSE is

the oldest stock exchange in Asia, even older than the Tokyo Stock Exchange, which was

founded in 1878. The country's second stock exchange was established in Ahmadabad in

1894, followed by the Calcutta Stock Exchange (CSE). CSE can also trace its origin back

to 19th century. From a get together under a 'Neem Tree' way back in the 1830s, the CSE

was formally established in May 1908.

India's other major stock exchange National Stock Exchange (NSE), promoted by leading

financial institutions, and was established in April 1993. Over the years, several stock

exchanges have been established in the major cities of India. There are now 23

recognized stock exchanges — Mumbai (BSE, NSE and OTC), Calcutta, Delhi, Chennai,

Ahmadabad, Bangalore, Bhubhaneswar, Coimbatore, Guwahati, Hyderabad, Jaipur,

Kochi, Kanpur, Ludhiana, Mangalore, Patna, Pune, Rajkot, Vadodara, Indore and

Meerut. Today, most of the global stock exchanges have become highly efficient,

computerized organizations. Computerized networks also made it possible to connect to

each other and have fostered the growth of an open, global securities market. Realizing

there is untapped market of investors who want to be able to execute their own trades

when it suits them, brokers have taken their trading rooms to the Internet. Known as

online brokers, they allow you to buy and sell shares via Internet.

In general, the financial market divided into two parts, Money market and capital market.

Securities market is an important, organized capital market where transaction of capital is

facilitated by means of direct financing using securities as a commodity.

Securities market can be divided into a primary market and secondary market.

A) PRIMARY MARKET

The primary market is an intermittent and discrete market where the initially listed shares

are traded first time, changing hands from the listed company to the investors. It refers to

the process through which the companies, the issuers of stocks, acquire capital by

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offering their stocks to investors who supply the capital. In other words primary market is

that part of the capital markets that deals with the issuance of new securities. Companies,

governments or public sector institutions can obtain funding through the sale of a new

stock or bond issue. This is typically done through a syndicate of securities dealers. The

process of selling new issues to investors is called underwriting. In the case of a new

stock issue, this sale is called an initial public offering (IPO). Dealers earn a commission

that is built into the price of the security offering, though it can be found in the

prospectus.

B) SECONDARY MARKET

The secondary market is an on-going market, which is equipped and organized with a

place, facilities and other resources required for trading securities after their initial

offering. It refers to a specific place where securities transaction among many and

unspecified persons is carried out through intermediation of the securities firms, i.e., a

licensed broker, and the exchanges, a specialized trading organization, in accordance with

the rules and regulations established by the exchanges.

A bit about history of stock exchange they say it was under a tree that it all started in

1875.Bombay Stock Exchange (BSE) was the major exchange in India till 1994.National

Stock Exchange (NSE) started operations in 1994.NSE was floated by major banks and

financial institutions. It came as a result of Harshad Mehta scam of 1992. Contrary to

popular belief the scam was more of a banking scam than a stock market scam. The old

methods of trading in BSE were people assembling on what is called a ring in the BSE

building. They had a unique sign language to communicate apart from all the shouting.

Investors weren't allowed access and the system was opaque and misused by brokers. The

shares were in physical form and prone to duplication and fraud.

NSE was the first to introduce electronic screen based trading. BSE was forced to follow

suit. The present day trading platform is transparent and gives investors prices on a real

time basis. With the introduction of depository and mandatory dematerialization of shares

chances of fraud reduced further. The trading screen gives you top 5 buy and sell quotes

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on every scrip. A typical trading day starts at 9.15 ending at 3.30. Monday to Friday. BSE

has 30 stocks which make up the Sensex .NSE has 50 stocks in its index called Nifty. FII

s Banks, financial institutions mutual funds are biggest players in the market. Then there

are the retail investors and speculators. The last ones are the ones who follow the market

morning to evening; Market can be very addictive like blogging though stakes are higher

in the former.

Shares in the Share Market are either traded through:

a) Stock Exchange these are organized market places where stocks, bonds

are other equivalents are traded between the buyers and sellers where

exchange acts as counter-party to both the participants in case of any default.

b) Over-the -Counter (OTC) these are not centralized exchanges and the

trade takes place through a network of dealers.

Constituents of Share Market are:-

a) Buyer: An investor who buys a script in the belief that the market will

rise. If his hinge becomes right then he makes profit otherwise he suffers

loss.

b) Seller: Seller of a stock sells in the hope that the stock price will go

down.

c) Stock Broker: Brokers are persons or firms who execute buy/sell order

on behalf of the investors and charge a commission for rendering the

service.

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Share Broking Company offers two types of share trading facilities.

a) Offline Share Trading In this form of trading the customer has to place

order to the dealer of the stock broking firm either in person or over phone.

b) Online Share Trading The client could place his order on his own from

any place he wants, provided he has a computer with an Internet

connection.

There are mainly two types of trading:-

1. Intrad ay : They buy and sell stocks during the same day.

Intraday Traders are of two types:

a. Scalp Traders: Investors who perform many trades per day for scalping

out small profits out of the bid-ask spread from each trade is known as

scalp traders. 

b. Momentum Traders: Investors who pounce on those stocks which

move significantly in one direction and book desired profit are called

momentum traders. They do this within a day.

2. Delivery trading: - The investor buys the share for holding purposes.

Delivery Traders are:

a. Technical Traders: They believe that buying/selling signals are

present within the graphs and charts of the stock.

b. Fundamental Traders: They perform trade on the basis of study of

fact-sheets of the company like historical profit graph, balance sheet,

anticipated earning reports, stock-  splits, mergers and acquisitions, etc

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STOCK MARKETS IN INDIA:

Stock exchanges are the perfect type of market for securities whether of government and

semi-government bodies or other public bodies as also for shares and debentures issued

by the joint-stock companies. In the stock market, purchases and sales of shares are

affected in conditions of free competition. Government securities are traded outside the

trading ring in the form of over the counter sales or purchase. The bargains that are

struck in the trading ring by the members of the stock exchanges are at the fairest prices

determined by the basic laws of supply and demand.

DEFINITION OF A STOCK EXCHANGE:

“Stock exchange means anybody or individuals whether incorporated or not, constituted

for the purpose of assisting, regulating or controlling the business of buying, selling or

dealing in securities.”

The securities include:

Shares of public company.

Government securities.

Bonds

HISTORY OF STOCK EXCHANGES:

The only stock exchanges operating in the 19th century were those of Mumbai setup in

1875 and Ahmadabad set up in 1894. These were organized as voluntary non-

profit-marking associations of brokers to regulate and protect their interests. Before the

control on securities under the constitution in 1950, it was a state subject and the

Bombay securities contracts (control) act of 1925 used to regulate trading insecurities.

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Under this act, the Mumbai stock exchange was recognized in 1927 and Ahmadabad in

1937. During the war boom, a number of stock exchanges were organized. Soon

after it became a central subject, central legislation was proposed and a committee

headed by A.D. Gorwala went into the bill for securities regulation. On the basis of the

committee’s recommendations and public discussion, the securities contract (regulation)

act became law in 1956.

Functions of Stock Exchanges:

Stock exchanges provide liquidity to the listed companies. By giving quotations to the

listed companies, they help trading and raise funds from the market. Over the hundred

and twenty years during which the stock exchanges have existed in this country

and through their medium, the central and state government have raised crores of

rupees by floating public loans. 

Municipal corporations, trust and local bodies have obtained from the public their

financial requirements, and industry, trade and commerce-the backbone of the

country’s economy-have secured capital of crores or rupees through the issue of

stocks, shares and debentures for financing their day-to-day activities, organizing new

ventures and completing projects of expansion, diversification and modernization. By

obtaining the listing and trading facilities, public investment is increased and companies

were able to raise more funds. The quoted companies with wide public interest have

enjoyed some benefits and assets valuation has become easier for tax and other purposes.

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VARIOUS STOCK EXCHANGES IN INDIA

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OUT OF THESE MAJOR STOCK EXCHANGES ARE:

NSE (National Stock Exchange)

In the fast growing Indian financial market,

there are 23 stock exchanges trading securities. The National Stock Exchange of India

(NSE) situated in Mumbai - is the largest and most advanced exchange with 1016

companies listed and 726 trading members. The NSE is owned by the group of leading

financial institutions such as Indian Bank or Life Insurance Corporation of India.

However, in the totally de-metalized Exchange, the ownership as well as the

management does not have a right to trade on the Exchange. Only qualified traders can

be involved in the securities trading.

The NSE is one of the few exchanges in the world trading all types of securities on a

single platform, which is divided into three segments: Wholesale Debt Market (WDM),

Capital Market (CM), and Futures & Options (F&O) Market. Each segment has

experienced a significant growth throughout a few years of their launch. While the

WDM segment has accumulated the annual growth of over 36% since its opening in

1994, the CM segment has increased by even 61% during the same period. The National

Stock Exchange of India has stringent requirements and criteria for the companies listed

on the Exchange. Minimum capital requirements, project appraisal, and company's track

record are just a few of the criteria. In addition, listed companies pay variable listing fees

based on their corporate capital size.

The National Stock Exchange of India Ltd. provides its clients with a single, fully

electronic trading platform that is operated through a VSAT network. Unlike most world

exchanges, the NSE uses the satellite communication system that connects traders from

345 Indian cities.

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BSE (Bombay Stock Exchange)

The Stock Exchange, Mumbai, popularly

known as “BSE” was established in 1875 as

“The Native Share and Stock Brokers Association”. It is the oldest one in Asia, even

older than the Tokyo Stock Exchange, which was established in 1878. It is a voluntary

non-profit making Association of Persons (AOP) and is currently engaged in the process

of converting itself into Stock demutualised and corporate entity. It has evolved over the

years into its present status as the premier Stock Exchange in the country to have

obtained permanent recognition in 1956 from the government of India under the

Securities Contracts (Regulation) act 1956. The Exchange, while providing an efficient

and transparent market for trading in securities, debt and derivatives upholds the interests

of the investors and ensures redresses of their grievances whether against the companies

or its own member-brokers. It also strives to educate and enlighten the investors by

conducting investor education programmes and making available to them necessary

informative inputs.

REGULATORY FRAME WORK OF STOCK EXCHANGE

A comprehensive legal framework was provided by the “Securities contract Regulation

Act, 1956” and “Securities Exchange Board of India 1952”. Three tier regulatory

structure comprising:

Ministry of finance

The Securities And Exchange Board of India

Governing body

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SECURITIES AND EXCHANGE BOARD OF INDIA (SEBI)

The securities and exchange board of India was

constituted in 1988 under a resolution of government of

India. It was later made statutory body by the SEBI act

1992. According to this act, the SEBI shall constitute of

a chairman and four other members appointed by the central government.

With the coming into effect to the securities and Exchange board of India act, 1992 some

of the powers and functions exercised by the central government, in respect of the

regulation of stock exchange were transferred to the SEBI.

OBJECTIVES AND FUNCTIONS OF SEBI

To protect the interest of investors in securities.

Regulating the business in stock exchanges and any other securities market.

Registering and regulating the working of intermediaries associated with

securities market as well as working of mutual funds.

Promoting and regulating self-regulatory organizations.

Prohibiting insider trading in securities.

Regulating substantial acquisition of shares and take over of companies.

Performing such functions and exercising such powers under the provisions of

capital issues (control) act, 1947 and the securities to it by the central

government.

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1.2 PROFILE OF THE ORGANISATION

ORIGIN OF THE COMPANY

Sharekhan Ltd. is one of the leading retail stock broking

house of SSKI Group which is running successfully since

1922 in the country. It is the retail broking arm of the

Mumbai-based SSKI Group, which has over eight decades of

experience in the stock broking business. Sharekhan offers its

customers a wide range of equity related services including

trade execution on BSE, NSE, Derivatives, depository services, online trading,

investment advice etc.

The firm’s online trading and investment site - www.sharekhan.com – was launched on

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

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

high quality research, the site has a registered base of over one lakh customers.

The content-rich and research oriented portal has stood out among its contemporaries

because of its steadfast dedication to offering customers best-of-breed technology and

superior market information. The objective has been to let customers make informed

decisions and to simplify the process of investing in stocks.

On April 17, 2002 Sharekhan launched Trade Tiger, a net-based executable application

that emulates the broker terminals along with host of other information relevant to the

Day Traders. This was for the first time that a net based trading station of this caliber

was offered to the traders. In the last six months Speed Trade has become a de facto

standard for the Day Trading community over the net. Sharekhan’s ground network

includes over 816 centers in 366 cities in India, of which are fully-owned branches.

Sharekhan has always believed in investing in technology to build its business. The

company has used some of the best-known names in the IT industry, like Sun

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Microsystems, Oracle, Microsoft, Cambridge Technologies, Nexgenix, Vignette,

VeriSign Financial Technologies India Ltd, Spider Software Pvt Ltd. To build its trading

engine and content.

With a legacy of more than 80 years in the stock markets, the SSKI group ventured into

institutional broking and corporate finance 18 years ago. Presently SSKI is one of the

leading players in institutional broking and corporate finance activities. SSKI holds a

sizeable portion of the market in each of these segments. SSKI’s institutional broking

arm accounts for 7% of the market for Foreign Institutional portfolio investment and 5%

of all Domestic Institutional portfolio investment in the country. It has 60 institutional

clients spread over India, Far East, UK and US. Foreign Institutional Investors generate

about 65% of the organization’s revenue, with a daily turnover of over US$ 2 million.

The Corporate Finance section has a list of very prestigious clients and has many ‘firsts’

to its credit, in terms of the size of deal, sector tapped etc. The group has placed over

US$ 1 billion in private equity deals. Some of the clients include BPL Cellular Holding,

Gujarat Pipavav, Essar, Hutchison, Planetasia, and Shopper’s Stop.

About SSKI groupSSKI group also comprises institutional broking and corporate Finance. While the

institutional broking division caters to the largest domestic and foreign institutional

investors, telecom and media. SSKI holds a sizeable portion of the market in each of

these segments.

As the forerunner of investment research in the Indian market, they provide the best

research coverage amongst broking houses in India. Their research team is rated as one

of the best in the country. Voted four times as the Top Domestic Brokerage House by

Asia-money Survey. SSKI is consistently ranked amongst the top domestic brokerage

houses in India.

BrokingIf anyone prefers the assurance and reliability of trading through a broker, one can use

their network of 250 branches and 157 business partner outlets in over 123 cities to trade

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in equities as well as derivatives. They will help with the investment process, will give

advice based on extensive research and provide with relevant and updated information to

help a person to make informed investment decisions.

Their trading services are designed to offer an easy, hassle free trading experience,

whether a person trade daily or occasionally. One will be entitled to a host of value-

added services, intended to assist them in their investment process depending of their

investing style and frequency.

Freedom @ www.sharekhan.com however, if one prefer the convenience of trading from

wherever a person is, one can get a Classic trading account and enjoy the freedom that

comes with it. One can place orders even after the trading hours, and the orders are

queued up to be executed as soon as the market opens. Sharekhan.com the winner of

several prestigious awards has been the most preferred destination for online trading ever

since its launch.

RECENT ACHIEVEMENTS OF SHAREKHAN

Rated among the top 20 wired companies along with Reliance, HUJl, Infosys, etc

by‘Business Today’, January 2011 edition.

Awarded ‘Top Domestic Brokerage House’ four times by Euro

money and Asia money.

Pioneers of online trading in India amongst the top 3 online trading

websites from India. Most preferred financial destination amongst online

broking customers.

Winners of “Best Financial Website” award.

Voted by CNBC Awaaz as the Most Preferred Stock broker in India in 2005.

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MISSION & VISION

Mission: To educate and empower the individual investor to make better investment

decisions through quality advice and superior service.

Vision: To be the best retail brokering Brand in the retail business of stock market.

REASON TO CHOOSE SHAREKHAN LIMITED

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 ‘Indian’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.

Technology: with its online trading account one can buy and sell shares in an instant

from any PC with an internet connection. One can get access to its powerful online

trading tools that will help him to take complete control over his investment in shares.

Accessibility: Share khan provides ADVICE, EDUCATION, TOOLS AND

EXECUTION services for investors. These services are accessible through its centers

across the country 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, one can get access to a wide range of information of Sharekhan limited’s

content-rich portal. One can also get a useful set of knowledge-based tools that will

empower him to take informed decisions.

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Convenience: one can call its Dial-N-Trade number to get investment advice and

execute his transactions. Sharekhan ltd. has a dedicated call-centre to provide this service

via a Toll Free Number 1800-22-7500 & 1800-22-7050 from anywhere in India.

Customer Service: Sharekhan limited’s customer service team will assist one for any

help that one may require relating to transactions, billing, Demat and other queries. Its

customer service can be contacted via a toll free number, e-mail or live chat on

www.sharekhan.com.

Investment advice: Sharekhan has dedicated research teams of more than 30 people for

fundamental and technical researches. Its analysts constantly track the pulse of the

market and provide timely investment advice to its clients in the form of daily research

emails, online chat, printed reports and SMS on their mobile phone.

Services offered by SharekhanA 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.

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Products offered by Sharekhan

1- Equity Trading Platform (Online/Offline).

2- Commodities Trading Platform (Online/Offline).

3- Portfolio Management Service.

4- Mutual Fund Advisory and Distribution.

5- Insurance Distribution.

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CLASSIC ACCOUNT

Allow investor to buy and sell

stocks online along with the

following features like multiple

watch lists, Integrated Banking,

Demat and digital contracts, Real-time portfolio tracking with price alerts and Instant

credit & transfer.

a. Online trading account for investing in Equities and Derivatives

b. Free trading through Phone (Dial-n-Trade)

Two dedicated numbers for placing your orders with your cell phone or landline.

Automatic funds transfer with phone banking (for Citibank and HDFC bank

customers)

Simple and Secure Interactive Voice Response based system for authentication

Get the trusted, professional advice of our telebrokers

After hours order placement facility between 8.00 am and 9.30 am

c. Integration of: Online trading + Bank + Demat account

d. Instant cash transfer facility against purchase & sale of shares

e. IPO investments

f. Instant order and trade confirmations by e-mail

g. Single screen interface for cash and derivatives

TRADE TIGER

SHAREKHAN is extremely

proud of its tailor made software

namely “TRADE TIGER”

This is a net based executable

application for active traders who trade frequently during the day's trading session.

Following are few popular features of Trade Tiger account.

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A single platform for multiple exchange BSE & NSE (Cash & F&O), MCX,

NCDEX, Mutual Funds, IPOs

Multiple Market Watch available on a Single Screen

Multiple Charts with Tick by Tick Intraday and End of Day Charting powered

with various Studies

Graph Studies include Average, Band-Bollinger, Know Sure Thing, MACD etc

Apply studies such as Vertical, Horizontal, Trend, Retracement & Free lines

User can save his own defined screen as well as graph template that is, saving the

layout for future use.

User-defined alert settings on an input Stock Price trigger

Tools available to gauge market such as Tick Query, Ticker, Market Summary,

Action Watch, Option

Premium Calculator, Span Calculator

Shortcut key for FAST access to order placements & reports

Online fund transfer activated with 12 Banks

SHAREKHAN COMMODITIES ACCOUNT

Although commodity derivatives

command a humble share of 6% in the

derivatives segment across the world,

yet these record high volumes in the

markets the world over compared to

equity derivatives. In an era where risks to investments are on the rise, India needs to

switch to commodity derivatives and also to weather derivatives (when these are

launched), if it needs to top the list of developed nations.

This commodity account is treated by Sharekhan’s owned software TRADE TIGER.

Numerous options like stop loss trigger price/limit price makes it a hassle free avenue

where Sharekhan allows investors to deal in MCX [Multi Commodity Exchange] &

NCDEX [National Commodities and Derivative Exchange]

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SHAREKHAN CURRENCY ACCOUNT

Currency trading is unexplored by investors and is a slow but it falls into a highly

profitable region. High fluctuations in the value of currency have proved that currency

trading might evolve into the best pick for the investors in future. The requirements are as

follows

Margin- 4%

Validity- 3months

Areas of investment (US Dollars, Euro, Japanese Yen, Pound Sterling)

Marketing strategies  

Tele Calling

The company uses the tele calling/ phone calling to reach the customer, which are

interested. This is the most important technique to save time and giving demo of the

company’s product through making call in order to know the customer interest towards

the product. This is the strategy with which one can motivate customer to go for the

product and etc.

LMS:

It is Lead Management System which means leads are generated by the customer who

wants to purchase the product of the company. Company provides facility to the customer

on online to fill the registration form through the company’s executives can provide more

information to the customer.

Yellow Pages:

Yellow pages are used to gather data for making calls so that customer who did not fine

time and are unaware of the product can know about the product.

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Canopy’s:

This is the most important technique used by Sharekhan securities to market its product

in different area of the city, company put their canopies and customer who are willing to

know about the product come forward and provide best of their knowledge. Besides

these companies executives ask customer to fill the questionnaire that tells the company

about the levels of brand awareness.

Direct Marketing:

Sharekhan executive’s reaches to the doors of the customer by fixing appointments with

the interested customer, they describe the details of the p roduc t . Executive give

demonstration of the products so that customer can understand better.

Advertising:

Advertising is the most important tool of increasing awareness of the product and this

is the most widely used technique by the company to tell about the new features

and new lunch by giving briefing of the product. Sharekhan use banners, distribution of

pamphlets and advertisement in newspapers and magazines.

References:

Sharekhan strategy is to satisfy the customer in terms of their need by providing them

timely services and knowledge about the trade in equities, mutual funds by giving tips

for investment advises through e-mails or toll free calls for this purpose customers are

provided relationship manager who give investment advice & also make transaction on

their behalf on demand. The company satisfying customer executives ask their references

that not only increase the awareness but also increase the goodwill of the company.

Competitiveness:

The company is innovative and uses the latest technology to improve the product to

fulfill the demands of the customers. Sharekhan makes it easy to make online transaction

of shares. The company is competitive in terms of the product price and facilities it

offers to the customer.

26

CHARGE STRUCTURE.

Fee structure for general individuals.

Charge Classic account Trade Tiger account

Account opening Rs. 0 + 5000 initial margin Rs. 0 + 5000 initial margin

Brokerage Intra–day – 0.05%**

Delivery – 0.25%**

Intra-day – 0.05%**

Delivery – 0.25%**

** Taxes as per govt.

The company have tie up with Twelve Banks for online fund transferring i.e.

HDFC, ICICI, IDBI, CITI, Union Bank of India, Oriental Bank of Commerce,

INDUSIND, Yes Bank, Bank of India, Centurion Bank of Punjab, SBI and Axis

bank for online money transfer.

Following documents required to open an a/c with Sharekhan ltd: 1)

Photo ID Proof Residence Proof (Permanent)

Pan Card (Mandatory) Passport Driving License Voter’s ID MAPIN UIN Card

Passport (valid) Voter’s ID Driving License (valid) Bank Statement (latest) Telephone bill (latest) Electricity bill (latest) Ration card Flat maintenance bill (latest) Insurance policy (latest) only

LIC Leave-license/ purchase

agreement

2) Colour photographs (Passport size & front face)

27

TYPES OF SHARE TRADING

28

Branch Head

Regional Sales Manager

Equity AdvisorsBack Office Dept.

Territory sales manager

Assistant Manager

Direct Sales Executive

Trainees

Relationship Managers Customer care Accounting Department

ORGANIZATION STRUCTURE

29

1.3 INTRODUCTION TO THE CUSTOMER SATISFACTION

TOWARDS ONLINE TRADING

“CUSTOMERS” are never simple. Customers may say one thing but do another. They

may respond to influences that change their minds at the last minute.

CUSTOMER SATISFACTION

“Satisfaction level is the level of persons felt state resulting from comparing products

perceived performance (or outcome) in relation to the person’s expectation.”

Thus satisfaction level is function of difference between perceived performance &

expectation. A customer could experience one of three broad levels of satisfaction:

If the performance falls short of expectations, the customer is dissatisfied.

If the performance matches to the expectations of the customer, then the

customer is satisfied.

If the performance exceeds the expectations of the customer, the customer is

highly satisfied, pleased or delighted.

But how does the customer expects? Expectations are formed on the basis of the buyers

past buying experience statements made by the friends & associates, & marketer &

competitor information & promises. If marketers raise the expectations too high the buyer

is likely to be disappointed.

Some of the today’s most successful companies are raising expectation & delivering the

performance. The companies are aiming high because customers who are just satisfied

will still find it easy to switch supplier when a better offer comes along. The fact is that

high satisfaction or delight creates an emotional affinity with the brand, not just a rational

preference, and this creates customers high loyalty.

30

Companies seeking to win in today’s markets must track their customers expectation

perceived company performance, and customer’s satisfaction. They need to monitor this

for the competitors as well. Companies’ that achieve high customer satisfaction ratings

make sure that their target market knows it. The customers centered firms seek to create

high customer satisfaction it is not out to maximize customer satisfaction.

First they can increase the customer satisfaction by lowering the price or increasing its

services, but this may result in low profits.

Second, the company might be able to increase its profitability in the other ways, such as

by improving its manufacturing or investing more in R&D.

Third, the company has many stakeholders including employees, dealers, suppliers &

stockholders. Spending more to increase the customer satisfaction would divert funds

from increasing the satisfaction of the other “partners’. Ultimately, the company must

operate on the philosophy that it is trying to deliver a high level of customer satisfaction

level subject to delivering at least acceptable levels of the satisfaction to the other

stockholders within the constraints of its total resources.

Some cautions in measuring customer satisfaction, when customers rate their satisfaction

with an element of the company’s performance, say delivery, we need to recognize that

customers will vary in how they define good delivery: it could mean early delivery, on

time delivery, order completeness, and so on. Yet if the company had to spell out every

element in detail, customers would face a huge questionnaire. We must also recognize

that two customers can report being ‘highly satisfied” for a different reasons. One may be

easily satisfied most of the times and the other might be hard to please on this occasion.

Companies should also note that managers and salespersons can manipulate their rating

on the customers on customer satisfaction.

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IMPORTANCE OF CUSTOMER SATISFACTION

The level of satisfaction a customer has with a company has profound effects.  Studies

have found that the level of customer’s satisfaction has a positive effect on profitability:

A totally satisfied customer contributes 2.6 times as much revenue to a company

as a somewhat satisfied customer.

A totally satisfied customer contributes 17 times as much revenue as a somewhat

dissatisfied customer.

A totally dissatisfied customer decreases revenue at a rate equal to 18 times what

a totally satisfied customer contributes to a company.

Research has shown that when a person is satisfied with a company or service they are

likely to share their experience with other people to the order of perhaps five or six

people.  However, dissatisfied customers are likely to tell another ten people of their

unfortunate experience.

Thus, though customer satisfaction does not guarantee the repurchase from a company

but it does play a very important role in achieving customer loyalty.  Conducting

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Expected performance

Perceived performance

CUSTOMER SERVICE

E > P

Dissatisfied (will start purchasing competitors products.)

E = P

Satisfied (Will may or may not continue to purchase products.)

E < P

Delighted (Customer will be very much loyal.)

customer satisfaction research will provide your company with the necessary insight it

needs to make informed decisions in order to retain and increase your customer base and

improve customer relationships

80:20 RULE OF MARKETING

By this rule, customers should be totally satisfied because most of the profit comes from

the satisfied customers as they are the only one who becomes loyal to the company in

future period.

This rule says that 80% of the profit which is a very higher share comes from 20% of the

loyal customers.

Hence it is important to make customers loyal as they are the only one who will do

positive word of mouth publicity for the company in front of other customers and

indirectly benefits the company only.

METHODS OF TRACKING AND MEASURING CUSTOMER

Complaint and suggestions system

A Customer centered organization would make it easy for it’s a customer to deliver

suggestions and complaints. Many restaurants and hotels provide forms for guest to

report likes and dislikes. A hospital could place suggestion boxes in corridors, supply

comments cards to the exiting patients, and hire patients advocate to handle patient

grievances. Some customer centered companies- P&G, General Electric, and Whirlpool

-Establish “customer hot lines” with a toll free 800 telephone numbers to maximize case

with which the customers can inquire, make suggestion, or complain. These information

flows provide these companies with many good ideas and enable them to act more

rapidly to resolve the problems.

33

Customer satisfaction surveys

A company must not conclude that it can get a full picture of customer satisfaction &

dissatisfaction by simply a complain & suggestion system. A study shows that

customers are dissatisfied with one out of the four and less than 5% of the dissatisfied

customers will complain. Customers may feel that their complaints are minor, or that

they will be made to be stupid, or that no remedy will be offered. Most customers will

buy less or switch the suppliers rather than complain. The result is that company has

needlessly lost the customer. Therefore, companies cannot use the complaint levels as a

measure of customer satisfaction. Responsive companies obtain a direct measure of

customer satisfaction by conducting periodic surveys. They send questionnaires or make

telephone calls to random sample of their recent customer to find out how they feel

about various aspects of the company’s performance. Customer’s satisfaction can be

measured in number of ways. It can be measured directly by asking “indicate how

satisfied you are with the service X on the following scale highly satisfied” (directly

reported Satisfaction). Respondents can be asked as well to rate how much they are

expected of as certain attribute and also how much they are experienced (derived

satisfaction). Still another method is to ask respondents to list any problem they have

had with the offer and to list any improvements they could suggest (problem analysis).

Finally, companies could respondents to rate various element of the offer in the terms of

the importance of the each element and how well the organization performed each

element (importance/performance ratings). This last method helps the company to know

if it is underperforming on important elements and over performing on relative

unimportant elements. While, collecting customer satisfaction data, it would also be

useful to ask additional questions to measure the customers repurchase intention. This

will normally be high if the customer satisfaction is high.

Lost customer analysis

Companies should contact customers who have stopped buying have switched to

another supplier to learn why this is happened. When IBM loses a customer, they mount

a through effort to learn where they failed- is their price too high, their service deficient,

their product unreliable, and so on. Not only is it important to conduct exit interviews

34

but also to monitor the customer loss rate which, if it is increasing, clearly indicates that

the company is failing to satisfy its customers.

ONLINE SHARE MARKET TRADING IN INDIA

The financial market in India is growing rapidly and is expected to emerge as one of the

leaders in the international arena very soon .This boom in financial market is stimulating

the growth of the Indian share market encouraging the investors to invest in the share

market.

The history of the share market of India dates back to 1875. The name of the first share

trading association in India was “Native Share and Stock Broker’s Association” which

later came to be known as Bombay Stock Exchange (BSE). This association began with

318 members. Today India can boast of 24 share markets in the various parts of the

country, and a member of financial intermediaries that include Banks, on Banking

Financial Corporation, Insurance companies, Mutual Funds, etc.

Online Trading is a service offered on the Internet for purchase and sale of shares. In the

real world, you place orders on your stockbroker either verbally (personally or

telephonically). These orders are routed to the Stock Exchange without manual

intervention and executed thereon in a matter of a few seconds.

There are 2 types of online trading service: discount brokers and full service online

broker.

Discount online brokers allow you to trade via Internet at reduced rates. Some provide

quality research, other don’t.

Full service online broker allow their clients to place online orders with the option of

talking/ chatting to brokers if advice is needed. Brokerage rates here are higher.

5Paisa.com, ICICIDirect.com, IndiaBulls.com, sharekhan.com, HDFCsec.com, are some

of the online broking sites in India.

35

Many companies are now offering Online trading accounts to their customers so they are

in constant requirement of people who are familiar with this type of technique. Hence the

scope of employment in this area is great and future prospects are bright.

ONLINE TRADING PROCESS

The various transactions involved in online trading can be shown from the point of view

of the:

Client Broker Stock exchange

The client places in order via the net by login on to his broker’s site.

The broker accepts and executes the order, and places it with the exchange.

The exchange accepts the order after checking the share limit for the day.

The broker makes the payment either directly via the client’s bank account or pays

through his own account and recovers it letter from the client.

The exchange receives money and completes the settlements.

The client is intimated the settlement either through the Demat account or via E

mail.

BENEFITS OF ONLINE TRADING

Ensures the best price for investors

Offers liquidity to the investors

Offers greater transparency

Provides a level playing field

Reduces the settlement risk

36

FACTORS TO KEEP IN MIND WHILE SELECTING ONLINE TRADING

COMPANY

Brokerage cost: It is important to weigh up the subscription and trading costs charged

by an online broker against benefits offered by the site. All online brokers display their

charges on their sites. Some make sure you find the charges easily, while with other you

will have to search a bit.

Safety: We should make sure site has 128-bit encryption to ensure safety of transaction

online. ICICI Direct.com, 5paisa.com are few sites with 128-bit encryption. One gets a

secured login id and password. It is always advisable to frequently change trading

password. Ideally online trading site should be fully integrated. Ideally broking account,

Demat account and bank account should be linked electronically.

Rate refresh: Rate refresh has to be real-time with no time lag. The speed and

reliability comes with huge investment in technology. It is always advisable to check

rates of online broking sites with BSE/ NSE terminal rates.

Speed of execution: System has to be fast and reliable that does just one job-executes

your trades. The last thing you need is a site that is heavily congested with the users

who are downloading heavy jpeg graphs or pulling the latest story why market is

moving. The site should be one click wonder where squaring off all your positions or

cancelling all your pending orders takes one click and a confirmation of action.

Trading limit: For trading, all sites provide 4 times buy and sell limit against margin

money put in by customer. For delivery of shares, buying limit is equal to margin

money put in by customer. Couple of sites also provides margin funding for buying of

shares.

Free trial period: Site should allow users free trial period to familiarize yourself with

system before you decide to become trading member of the site.

37

CHAPTER – 2

OBJECTIVE & METHODOLOGY

38

2.1 OBJECTIVE OF THE STUDY

The objective of my summer training is to gain knowledge about how an organization

works and in particular setup of a stock broking house.

To understand the customer satisfaction towards online trading.

To measure the effectiveness of broking sites.

To understand the depth up to which the online share traders are clear and aware

of online share trading.

To determine the growth and development of online trading in India.

To determine what type of products the customers deal while doing the online

trading.

2.2 RESEARCH METHODOLOGY

RESEARCH DESIGN

The study of research method provides us with the knowledge and skill we need to solve

the problem and meet the challenges of the fact-based decision.

Descriptive research is a fact-finding investigation with educate interpretation. It is the

simplest type of research. It is more specific than explanatory study, as it has focused on

particular aspect of the problem studied it is designed to get her descriptive information

and provide information for formulating more sophisticated studies.

SOURCES OF DATA

PRIMARY DATA: -

Primary data are those which are gathered specially for the project at hand, directly –

e.g. through questionnaires & interviews. A questionnaire consists of list of questions to

be asked from the respondents and the space provided to record the answer / responses.

It is the original data collected by the scholar personally but it is un useful for large area

coverage, under this method problem of authentification lies. Primary data sources

39

include company salesman, middleman, consumers, buyers & other businessman & even

competitors. This method also requires a lot of time and money.

SECONDARY DATA:-

These are generally published sources, which have been collected originally for some

other purpose. It is collected by some of the organization involved in research process.

Source are internal company records, government publication, reports & publication,

reports & journals, trade, professional and business associations publications & reports.

It requires less time and money. It is more useful because it is collected by the experts. It

is the best method of collecting data when large area coverage is required.

Example: - Information collected through magazines, newspapers and websites.

The relevant data was collected from both primary sources and secondary sources.

Primary data is collected through the questionnaire.

Secondary data is collected through the websites, magazines, etc

SAMPLING TECHNIQUE

Convenience sampling is a non-probability sampling technique where subjects are

selected because of their convenient accessibility and proximity to the researcher.

In this project I have used Convenience sampling

SAMPLE SIZE

Sample size for questionnaire was 100 online trading users.

METHOD OF THE DATA COLLECTION

The data is collected through Questionnaire and Observation.

AREA OF SURVEY : Delhi and NCR.

40

TIME FRAME : 8 weeks

TOOLS AND TECHNIQUES OF ANALYSIS

I have analyzed the data through Pie-chart and then interpreted the same.

2.3 LIMITATIONS OF THE STUDY:-

The study is confined to Delhi and NCR area only.

The data on websites might be possible, not get updated.

The responses of the consumers may not be genuine.

Some respondents either do not have time or willing to respond.

41

CHAPTER – 3

DATA ANALYSIS & INTERPRETATION

Q.1) With which company do you have your Demat account?

42

Options Response %

Sharekhan 44

ICICI Direct 15

Kotak Mahindra 9

India Bulls 14

Any other 18

44%

15%9%

14%

18%

DEMAT ACCOUNT

SharekhanICICI DirectKotak MahindraIndia bullsAny Other

INTERPRETATION

From the above pie chart it has been seen that out of total respondents, 44% of the

respondents chose Sharekhan in order to open their Demat account to do online share

trading, 15% of them chose ICICI Direct, 14% chose India Bulls, 9% chose Kotak

Mahindra and 18% of the respondents chose other firms as their broker to do online share

trading.

Q.2) Were you doing share trading offline before choosing online?

43

Options Response %

Yes 60

No 40

60%40%

% OF SHARE TRADING USERS IN OFFLINE MODE

YesNo

INTERPRETATION

The above graph indicates that 60% of the respondents were doing share trading offline

before choosing the online trading whereas, 40% of the respondents never traded offline

before choosing online share trading.

Q.3) What influenced you to begin online share trading?

44

Options Response %

Referred by friends 45

Online advertising 15

Advice by financial consultants 30

Any other 10

45%

15%

30%10%

INFLUENCING FACTOR

Referred by friendsOnline advertisingAdvice by financial consultantsAny other

INTERPRETATION

The above pie chart indicates that out of total respondents, 45% of the respondents were

influenced by friends into online share trading, 15% of the respondents were influenced

by online advertisements whereas, 30% of them were influenced by the advice of the

financial consultants and 10% of them were influenced by other sources.

Q.4) Is online trading simple?

45

Options Response %

Yes 75

No 25

75%

25%

LEVEL OF SIMPLEST FACTOR

Yes

No

INTERPRETATION

From the above pie chart it has been seen that 75% of the respondents find online trading

very simple whereas, 25% of the respondents still find online trading complicated.

Q.5) How often do you do online share trading?

46

Options Response %

Daily basis 58

Weekly basis 25

Monthly basis 10

Irregular 7

58%

25%

10% 7%

FREQUENCY OF ONLINE TRADING

Daily basisWeekly baisMonthly basisIrregular

INTERPRETATION

The above pie chart indicates that out of the total respondents, 58% of the respondents

were doing online share trading on a daily basis, 25% of the respondents were doing

online trading on a weekly basis, 10% of the respondents were trading on monthly basis

whereas, only 7% of the respondents were doing online trading on irregular basis.

Q.6) Where do you invest mainly?

47

Options Response %

Share market 50

Mutual fund 15

Insurance 8

Government securities & bonds 9

Fixed deposits 10

Any other 8

50%

15%

8%

9%

10%8%

INVESTMENT PREFERANCE

Share marketMutual fundInsuranceGovt. Securities & bondsFixed depositsAny other

INTERPRETATION

The above pie chart shows that although the mutual funds market is on the rise with 15%

yet, the most favored investment continues to be in the share market i.e. 50%, whereas,

10% in fixed deposits, 9% in government bonds, 8% in insurance and 8% invest in other

sources. So, with a more transparent statement system, investment in the stock market

can definitely increase.

Q.7) Which type of customer group you belong type?

48

Options Response %

Short term trader 55

Long term investor 45

55%45%

CUSTOMER GROUP

Short term traderLong term investor

INTERPRETATION

From the above chart it can been seen that out of the total respondents 55% of the

respondents are short term trader whereas, 45% of the respondents believe in investing

for long term purpose.

Q.8) From how long you are using online trading?

49

Options Response %

Less than 3 years 35

3-5 years 20

More than 5 years 45

35%

20%

45%

TIME DURATION

Less than 3 years3-5 yearsMore than 5 years

INTERPRETATION

From the above chart it has been found that 45% of the respondents are doing online

trading for more than 5 years whereas, 20% of them are doing trading in between 3-5

years and 35% of the respondents are the new users who are trading for less than 3 years.

50

Q.9) From where do you access the internet?

25%

55%

20%

ACCESSMENT OF INTERNET

Homestock broker officeBrowsing centre

INTERPRETATION

51

Options Response %

Home 25

Stock broker office 55

Browsing centre 20

The above pie chart indicates that out of total respondents 55% of the respondents were

accessing internet for share trading from their stock broker office, 25% of the respondents

were accessing internet for share trading at home and 20% of the respondents were

accessing internet for share trading at browsing centre’s.

Q.10) Is the brokerage charged by your trading site reasonable?

Options Response %

Yes 44

No 56

44%56%

REASONABILITY IN BROKERAGE

YesNo

INTERPRETATION

52

The above pie chart shows that 56% of the respondents are not satisfied with the

brokerage charged by their trading site as they think that it is much higher whereas, 44%

of the

respondents feel that the brokerage charged by their trading site is reasonable. This

indicates the average response of the people about the brokerage charges of their trading

site.

Q.11) Do you know about Sharekhan?

53

Options Response %

Yes 70

No 30

70%

30%

AWARENESS ABOUT SHAREKHAN

YesNo

INTERPRETATION

From the above pie chart it can be seen that only 70% of the respondents are aware about

Sharekhan whereas, 30% of the respondents are still not aware about the Sharekhan. This

shows that the company should increase its market shares over its competitors in order to

increase its brand image.

If yes, have you ever taken services from Sharekhan?

Options Response %

Yes 45 = 64

No 25 = 36

54

64%

36%

SERVICE

Yes

No

INTERPRETATION

From the above pie chart it can be seen that from the respondents who are aware about

Sharekhan, only 64% of the respondents have taken the services from Sharekhan

whereas, 36% of the respondents are there who are aware of the company but had not

taken any kind of services.

Q.12) Are you satisfied with your share trading company?

Options Response %

Yes 67

No 33

55

67%33%

SATISFACTION LEVEL IN SERVICES

Yes

No

INTERPRETATION

From the above pie chart it can be seen that 67% of the respondents are satisfied with

their share trading company whereas, 33% of the respondents are dissatisfied with their

share trading company.

Q.13) Do you feel that trading volume increases because of online trading?

Options Response %

Yes 58

No 42

56

58%42%

VOLUME FACTOR

Yes No

INTERPRETATION

The above pie chart indicates that out of total respondents, 58% of the respondents feels

that trading volume has increased because of online trading whereas, 42% of the

respondents do not feel that trading volume has increased due to online trading.

57

CHAPTER - 4

FINDINGS

FINDINGS

Friends have been the major influencing factor towards usage of online trading.

Most of the respondents access the internet at the stock broker’s office.

From the research I found out that most of investors are investing in Share Market as

compared to mutual funds or any other options.

Most of the respondents have their Demat account with Sharekhan then in ICICI

Direct and other trading companies.

58

From the research it has been noticed that many of the respondents do trading on a

daily basis.

Most of the respondents are not satisfied with the brokerage charged by their trading

site as they think that it is much higher.

More than half of the respondents are aware about Sharekhan but few of them only

had taken services from Sharekhan.

It is also seen that people think that online trading is convenient and easy to operate.

Most of the respondents are doing online trading for more than 5 years.

Most of the respondents were into offline trading before choosing online trading.

59

CHAPTER - 5

RECOMMENDATIONS

RECOMMENDATIONS

I recommend the companies to take steps to educate Investors about their rights and

duties. I suggest them to increase the investor’s confidence.

Necessary steps should be taken by the companies to deal with the situations arising

due to break down in online trading.

Awareness campaigns like giving idea about futures and options, derivatives,

dividend policies will create interest in online trading. And this helps organization

for market positioning as well as mind positioning.

60

Seminars can be conducted at corporate level so as to increase potential customer

base. Corporate people do not go for share trading due to lack of time. This kind of

seminar will motivate them and make them aware about e-trading.

Development in online services for the customers like; brokerages, application,

research report, SMS facilities.

In order to increase online trading, customers should be provided with more and

more services so that preference can be given to online trading over offline trading.

Customer interest should be increased in mutual funds, fixed deposits and other

options also so that they can invest in it.

Sharekhan should also provide lucrative offer to attract customers from competitor’s

company.

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ANNEXURE

QUESTIONNAIRE

Dear Sir / Madam, we are conducting a survey on CUSTOMER SATISFACTION

TOWARDS ONLINE TRADING. We shall be very thankful to you to give your few

minutes to us for answering our few questions below.

Name: _______________________

Age/ Gender: _____

Contact number: _____________________

Occupation: ________________________

62

Q.1) With which company do you have your Demat account?

a) Sharekhan b) ICICI Direct

c) Kotak Mahindra d) India Bulls

e) Any other……..

Q.2) Were you doing share trading offline before choosing online?

a) Yes b) No

Q.3) What influenced you to begin online share trading?

a) Referred by friends b) Online advertising

c) Advice by financial consultants d) Any other………

Q.4) Is online trading simple?

a) Yes b) No

Q.5) How often do you do online share trading?

a) Daily basis b) Weekly basis

c) Monthly basis d) Irregular

Q.6) Where do you invest mainly?

a) Share market b) Mutual fund

c) Insurance d) Government securities & bonds

e) Fixed deposits f) Any other……..

Q.7) Which type of customer group you belong type?

a) Short term trader b) Long term investor

Q.8) From how long you are using online trading?

a) Less than 3 years b) 3-5 years

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c) More than 5 years

Q.9) From where do you access the internet?

a) Home b) Stock broker office

c) Browsing centre

Q.10) Is the brokerage charged by your trading site reasonable?

a) Yes b) No

Q.11) Do you know about Sharekhan?

a) Yes b) No

If yes, have you ever taken services from sharekhan?

a) Yes b) No

Q.12) Are you satisfied with your share trading company?

a) Yes b) No

Q.13) Do you feel that trading volume increases because of online trading?

a) Yes b) No

64

BIBLIOGRAPHY

BOOKS:

Kotler Philips, Marketing Management: 11th Edition, 2004, Prentice Hall of

India Ltd., New Delhi.

Kothari C.R “Research Methodology: Methods and Techniques”.

2nd Edition, 1990, New Age International Publishers.

Majumdar Ramanuj “Consumer Behaviour: Insights from Indian

Market”, 2010, PHI learning Publishers.

Websites:

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www.sharekhan.com

www.wikipedia.com

www.economictimes.com

www.nseindia.com

www.sebi.gov.in

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