ON

“ANALYSIS OF CONSUMER BEHAVIOR TOWARDS SHARE

TRADING AND SALES PROMOTION OF ANAND RATHI
SECURITIES LTD.AMBALA”

CONDUCTED AT

SUBMITTED TO

Kurukshetra University, Kurukshetra

In the partial fulfillment for the degree of Master in Business Administration
(SESSION 2009-2011)
SUBMITTED TO SUBBMITED BY:
Miss. NIRMALA CHOUDHARY DEEPAK NAGRA
Miss. SALONI PAHUJA
Roll No: 70
 KURUKSHEYRA UNIVERSITY KURUKSHETRA

ACKNOWLEDGEMENT
A project can never exist and thrive in solitude. Project work is never
the work of an individual. It’s more the combination of view,
suggestion, contribution and work involving many individuals. This
project also bears the imprint of many people. Thus one of the
pleasant parts of writing this report is the opportunity to thank all
those who have contributed to writing it.

I am grateful to my industrial guide respected Mr. Naveen Bajaj

(Branch Head, Training and Development, ANAND RATHI) and all the
members who has given me a chance to conduct the research. I would
also like to thank my Mr.Ujjawal Kumar , Mr.Sachin walia without
whose efforts the work cannot be accomplished on time.

I feel self-short of word to thanks my parents and friends who had

directly or indirectly instrumental in completion of project. I am
indebted to all respondents for their time passion during the long
conversation.

I would like to thank almighty God for blessing showered on me during

the completion of the project report.

DEEPAK NAGRA
 PREFACE
Summer training is an integral part of MBA course. It is meant to
make the student familiar with the actual functioning of the real
atmosphere of an organization. Apart from the theoretical knowledge,
we get the practical training to understand the natural and normal
industrial atmosphere through the participation and observations.
Project is a bridge between theoretical and practical knowledge. I, as a
student of MBA of KUK took up the industrial training at Anand Rathi
Share and Stockbrokers LTD

Today rapidly changing business world is characterized by

Liberalization, Privatization and Globalization which poses a challenge
for management. The information technology has caused a revolution
in the field of communication and manner of doing business as most of
the information / data is available online just whit a click of a button
resulting in reduced response time. The business is facing competition
not only from the national players but also from those in the outside
world. To be a world class organization is no longer a pious wish or a
matter of pride but it is a prerequisite for the surviva have increased
as never before. It is imperative for an organization to offer quality
goods and services at a competitive price at the time and place as per
the customer’s requirement.

The project undertaken entitled topic “ANALYSIS OF CONSUMER

BEHAVIOR TOWARDS SHARE TRADING AND SALES PROMOTION OF
ANAND RATHI SECURITIES LTD.AMBALA”
at Anand Rathi is an attempt to assess the effectiveness of the
FINANCE and training programs whit a view to improved them.

The project has been done up to the best of the researcher’s abilities
but there can be some errors. She will be highly obliged if they are
brought to his notice. He welcomes the suggestions and criticism from
the reader for the improvements in the project.
INDEX

 OBJECTIVE

 COMPANY OVERVIEW

 MANAGEMENT TEAM

 SERVICES

 BRANCHES

 EXECUTIVE SUMMARY

 HISTORY OF STOCK EXCHANGE

 SEBI

 SHARE TRADING

 ORGANIZATION CHART

 PRODUCTS AND SERVICES

 RESEARCH METHODOLOGY

 FINDINGS AND ANALYSIS

 RECOMMENDATIONS

 BIOBLIOGRAPHY
 OBJECTIVE

 To study investor’s behavior towards different attributes such as

risk, return, liquidity etc. of investment in Equities.

 To study the issues and challenges that investor’s face while

making investment in share market.

 To study the preferences and perceptions of investors regarding

various financial products from the stable of anand rathi share stock

brokers Ltd. so that the firm can benefit from the findings of the

report in launching any new investment product in future.

 To study the consumers perception in respect of investment in

shares Trading.

 To study about Risk Management with the help of equities.

 Company Overview

Anand Rathi Share and Stockbrokers Ltd. is a boutique

investment bank that offers financial advisory services to
institutions, corporations, high net worth individuals, and families. It
provides mergers and acquisitions, private placements, transaction
structuring, pricing, potential financing, restructuring, capital
market, initial public offerings (IPOs), advisory services.
Additionally, the firm offers fairness opinions and valuation analysis,
due diligence, bid evaluation, and negotiation services. Anand Rathi
Financial Services caters to industrial and capital goods, business
services, real estate, retail, education, healthcare, transportation,
and telecom sectors and financial institutions. Anand Rathi Financial
Services Ltd. was formerly known as Anand Rathi Securities Limited
and changed its name to Anand Rathi Share and Stockbrokers Ltd.
on 5th March, 2008. The firm was founded in 1994 and is based in
Mumbai, India.

Anand Rathi is a leading full service investment bank founded in

1994 offering a wide range of financial services and wealth
management solutions to institutions, corporations, high–net worth
individuals and families. The firm has rapidly expanded its footprint to
over 350 locations across India with international presence in Dubai,
Hong Kong . Founded by Mr. Anand Rathi and Mr. Pradeep Gupta, the
group today employs over 2,500 professionals through out India and
its international offices.

The firm’s philosophy is entirely client centric, with a clear focus on

providing long term value addition to clients, while maintaining the
highest standards of excellence, ethics and professionalism. The entire
firm activities are divided across distinct client groups:
 MANAGEMENT TEAM

 DIRECTORS

Anand Rathi, Founder & Chairman

A gold medalist Chartered Accountant and former President Bombay

Stock Exchange (BSE). Key Executive of the Birla Group. The driving
force behind the setting up of the Birla Group's Cement and Financial
Services business among others. And in the setting up of the online
trading system and the Central Depository Services Ltd in India. With
over 40 years in the industry.

Pradeep Gupta, Co-founder & Vice chairman

With over twenty years experience in the securities market. Co-

founder and key driver of the Retail and Institutional Equities business
of the group.
  Amit Rathi, Managing Director

A rank holder chartered Accountant and an MBA from Leonard N. Stern

School of Business, New York University joined the group in 1998. He
was instrumental in establishing the group's private wealth
management and investment banking businesses. Calling him a
'financial guru', the Times of India group, listed Amit in 2008 amongst
the top 51 young Marwaris in India (under the age of 40).

 P G Kakodkar, Director

Former Chairman of State Bank of India. Director in Financial

Technologies (India). Director in Sesa Goa Ltd. Director in SBI Funds
Management Pvt Ltd & the Multi Commodity Exchange of India Ltd and
a M. A. in Economics

 Dr. S A Dave, Director

Former Chairman Securities & Exchange Board of India (SEBI) and

Deputy Director of the RBI. Former Chairman Unit Trust of India (UTI).
Member of General Committees of Government of India & Financial
Reforms and Chairman CMIE 1998 till date. And a M. A. (USA) with Ph
D in Economics.

 C D Arha, Director

Formerly Secretary in the Union Ministry of Mines. Special Secretary &

Additional Secretary in the Ministry of Coal. Resident Chief Information
Commissioner -AP (Right to Information Act). Commissioner Civil
Supplies (AP). Chairman & MD, APSEC. With a M .A. (History) and
diploma Management & Administration of Rural Development
(Birmingham, UK)

 Ajit Bhushan, Director

Managing Director Citi Venture Capital London Over 17 years

experience with Citi. Joined CVC international in 2001. Worked on
Strategy and business development for Citibank in CEEMEA region and
managed Cash Management Business for Citi in Poland and India. B
Tech (IIT Delhi) and an MBA (IIM Ahmedabad)
 SERVICES

1. Call N Trade

2. Mutual Fund

3. Depository Services

4. Commodities

5. Insurance

6. IPOs

7. Online Trading
 BRANCHES

 ANANDRATHI IS PRESENT IN 21 STATES:

1. Andhra Pradesh

2. Jammu & Kashmir

3. Punjab

4. Assam
5. Jharkhand

6. Rajasthan

7. Bihar

8. Karnataka

9. Tamil Nadu

10. Chhattisgarh

11. Kerala

12. Uttar Pradesh

13. Delhi

14. Madhya Pradesh

15. Uttaranchal

16. Goa

17. Maharashtra

18. Gujrat

19. Orissa
 20. Haryana
21. West Bengal
EXCUTIVE SUMMARY

Stock market is an avenue for growth of earnings. This project

includes how brokingis is being done in stock market. It involves stock
market analysis such as fluctuationsin sensex & nifty, reasons for
fluctuations in stock market, fluctuations in stock market and reasons
for the same. Stock market has been the best avenue forinvestment in
securities since last 10 years. Mostly future and option trading was
theworst trading in stock market in these sessions. I have covered
various sessions’ foranalysis from July 2006 to December 2006
In these sessions, stock market was most volatile so that I have
covered variousanalyses with most affected factors to the global
market. Various stock indices inBSE such as BANKEX, BSE Metal, BSE
IT, BSE FMCG, BSE PSU have been mostaffected due to panic market
in these sessions and I have made analysis of these indices. In this
project, I have included most gainer period and most loser period
withreasons for the same. I also included comparison between Bond
yields and foreign investments by foreign investors.
 HISTORY OF STOCK EXCHANGE

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

Bombay set up in 1875 and Ahemadabad set up in 1894. These were

organized as voluntary non-profit making organization of brokers to

regulate and protect their interests. Before the control on securities

trading became a central subject under the constitution in 1950, it was

a state subject and the Bombay securities contract (CONTROL) Act of

1952 used to regulate trading in securities. Under this Act, the

Bombay stock exchanges in 1927 and Ahemadabad in 1937.

During the war boom, a number of stock exchanges were organized in

Bombay, Ahemadabad and other centers, but they were not

recognized. 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 committee’s

recommendations and public discussions the securities contracts

(regulations) Act became law in 1956.

Definition of Stock Exchange

“Stock exchange means anybody or individuals whether incorporated

or not, constituted for the purpose of assisting, regulation or

controlling the business of buying, selling or dealing in securities.” It is

an association of member brokers for the purpose of self regulation

and protecting the internets of its members. It can operate only if it is

recognized by the Govt. under the securities contract (regulation) Act,

1956 the recognition is granted under section 3 of Act by the Central

Govt. ministry of finance.

Byelaws

Beside the above act, the securities contract (regulation) rules were

also made in 1975 to regulate certain matter of trading on Stock

Exchange. These are also byelaws of the exchanges, which are

concerned with following subjects.

Opening/Closing of the Stock Exchange, timing of trading, regulation

of blank transfer, regulation of Badla or carryover business, control of

statement, and other activities of stock exchange, fixation of margins,

fixation market price or making price, regulation of intraday (jobbing),

regulation of broker trading, brokerage charges, trading rules on

exchanges, attribution and settlement of disputes, settlement and

clearing of the trading etc.

Regulation of stock exchange

The securities contract (regulation) is the basis of the stock exchange

in India. No exchange can operate legally without the Govt. permission

or recognition. Stock exchanges are given monopoly in certain areas

under section 19 of the above Act to ensure that the control and

regulation are facilitated. Recognition can be granted to a stock

exchange provided certain condition are satisfied and the necessary

information is supplied to the government. Recognition can also be

withdrawn, if necessary. Where there are no stock exchanges, the

government can license some of the brokers to perform the function of

stock exchange in its absence.

satisfied and the necessary information is supplied to the government.

Recognition can also be withdrawn, if necessary. Where there are no
stock exchanges, the government can license some of the brokers to
perform the function of stock exchange in its absence.
 SECURITIES AND EXCHANGE BOARD OF
INDIA (SEBI)

SEBI was setup as an autonomous regulatory authority by the

Government of India in 1988 “to perform the interest of investors in

the securities and to promote the development of, and to regulate the

securities market and for matters connected therewith or incidental

thereto.” It is empowered by two Acts namely the SEBI act, 1992 and

the securities contract (regulation) Act 1956 to perform the function of

protecting investor’s right and regulating the capital market.

Bombay Stock Exchange

The stock exchange, Mumbai, popularly known as “BSE” was

established in 1875 as “The Native share and stock broker

association”, as a voluntary non-profit making association. It has an

evolved over the year into its present status as the premiere stock

exchange in the country. It may be noted that the stock exchanges the

oldest one in the Asia, even older than the Tokyo Stock Exchange,

which was founded in 1878.

The Exchange, while providing an effective and transparent market for

trading in securities, uphold the interest of the investors and ensure

redressed of their grievances, whether against the companies or its

own member brokers. It also strives to educate satisfied and the

necessary information is supplied to the government. Recognition can

also be withdrawn, if necessary. Where there are no stock exchanges,

the government can license some of the brokers to perform the

function of stock exchange in its absence.

and enlighten the investors by making available necessary informative

inputs and conducting investor education programmes.

A governing board comprising of 9 elected directors, 2 SEBI nominees,

7 public representatives and an executive director is the apex body,

which decides the policies and regulates the affairs of the exchanges.

The executive director as the chief executive officer is responsible for

the day today administration of the exchange. The average daily

turnover of the exchange during the year 2000-01 (April-March) was

Rs. 3984.19 crores and average number of daily trades 5.69 lakhs.

However the average daily turn over of the exchange during the year

2001-02 has declined to Rs. 1244.10 crores and number of average

daily trades during the period to 5.17 lakhs.

The average daily turn over of the exchange during the year 2002-03

had declined and number of average daily trades during the period is

also decreased. The Ban on all deferral products like BLESS AND ALBM

in the Indian capital markets by SEBI with effects from July 2, 2001,

abolition of account period settlements, in all scripts traded on the

exchanges with effect from Dec 31, 2001, etc., have adversely

impacted the liquidity and consequently there is a considerable decline

in the daily turn over at the exchange. The average daily turn over of
the exchange present scenario is 110363 (laces) and number of

average daily trades 1057 (laces).

BSE Indices

In order to enable the market participants analysis etc., to track the various

ups and downs in the Indian stock market, the Exchange has introduced in

1986 an equity stock index called BSE-SENSEX that subsequently became

the barometer of the moments of the share prices in the Indian Stock

market. It is a “Market capitalization weighted” index of 30 components

stocks representing a sample of large, well-established and leading

companies. The base year of Sensex is 1978-79. The Sensex is widely

reported in both domestic and international markets through print as well as

electronic media.

Sensex is calculated using a market capitalization weighted method.

As per this methodology, the level of the index reflects the total

market value of all 30-component stocks form different industries

related to particular base period. The total market value of a company

is determined by multiplying the price of its stock by the number of

shares outstanding. Statisticians call an index of a set of

combined variables (such as price and number of shares) a composite

Index. An Indexed number is used to represent the results of this

calculation is order to make the value easier to work with the track
over a time. It is much easier to graph a chart based on Indexed

values than one based on actual values world over majority of the

well-known Indices are constructed using “Market capitalization

weighted method”.

In practice, the daily calculation of SENSEX is done dividing the

aggregate market value of the 30 companies in the Index Divisor. The

keeps the Index comparable over a period or time and if the reference

point for the entire Index maintenance adjustments. SENSEX is widely

used to describe the mood in the Indian Stock Markets. Base year

average is changed as per the formula new base year average = old

base year average* (new market value/old market value).

National Stock Exchange

The NSE was incorporated in Now 1992 with an equity capital of

Rs. 25 crores. The international securities consultancy (ISE) of Hong

Kong has helped in setting up NSE. ISE has prepared the detailed

business plans and installation of hardware and software systems.

The promotions for NSE were financial institutions, insurance

companies, banks an SEBI capital market ltd., Infrastructure leasing

and financial services ltd. and stock holding corporation ltd.

It has been set up to strengthen the move towards professionalisation

of the capital market as well as provide nation wide securities trading

facilities to investors.
NSE is not an exchange in the traditional sense where brokers own

and mange the exchange. A two tier administrative set up involving a

company board and a governing abroad of the exchange is envisaged.

NSE is a national market for share PSU bonds, debentures and

government securities since infrastructure and trading facilities are

provided.

NSE-NIFTY

The NSE on April 22, 1996 launched a new equity Index. The NSE-50.

The new index, which replaces the existing NSE-100 index, is expected

to serve as an appropriate Index for the new segment of futures and

options.“Nifty” means National Index for Fifty Stocks.The NSE-50

comprises 50 companies that represent 20 board Industry groups with

an aggregate market capitalization of around Rs. 1,70,000 crores. All

companies included in the Index have a market capitalization in excess

of Rs. 500 crores each and should have traded for 85% of trading days

at an impact cost of less than 1.5%. The base period for the close of

prices on Nov 3, 1995, which makes one year of completion of

operation of NSE’s capital market segment. The base value of the

Index has been set at 1000.

NSE-MIDCAP INDEX

The NSE madcap Index or the Junior Nifty comprises 50 stocks that

represents 21 abroad Industry groups and will provide proper

representation of the madcap segment of the Indian capital Market.

All stocks in the index should have market capitalization of greater

than Rs. 200 crores and should have traded 85% of the trading days

at an impact cost of less 2.5 %.

The base period for the index is Nov 4, 1996, which signifies two years

for completion of operations of the capital market segment of the

operations. The base value of the Index has been set at 1000.

Average daily turn over of the present scenario 258212 (Laces) and

number of averages daily trades 2160 (Laces).

At present, there are 24 stock exchanges recognized under the

securities contact (regulation) Act, 1956.

 INTRODUCTION AND CONCEPT OF SHARE
TRADING

Trading in shares is old phenomena its regulation had been started

when securities contract act had been formed in 1956. Transfer of

resources from those with idle resources to others who have a

productive need for them is most efficiently achieved through the

securities market. It provides a channel for reallocation of savings to

investments.

SECURITIES AND EXCHANGE BOARD OF INDIA (SEBI) is a

regulatory governing body of security market. The SEBI Act 1992 was

enacted to empower SEBI with statutory powers for:

(a) Protecting the interests of investors in securities.

(b) Promoting the development of the securities market

(c) Regulating the securities market

Its regulatory jurisdiction extends over corporate in the issuance of

capital and transfer of securities. It has powers to register and

regulate all the market all market intermediaries and also to penalize

them in case of violations of the provisions of the ACT, rules and

regulations made there under. SEBI has a full autonomy and authority

to regulate and develop an orderly securities market.

The share market can be segmented in two parts one is Primary

Market another is Secondary Market.

Primary Market

It provides opportunity to issuers of securities government as well as

corporate to raise resources to meet their requirements of investments. In

this market companies issue fresh security sin exchange of funds through

public issues or private placements. The market design for primary market is

provided in the provision of Companies Act, 1956 which deals with issues,

listing and allotment of securities. The investors have to apply the shares by

filling the application form issue by the company along with the application

money. According to Disclosure and Investor Protection guidelines of SEBI,

1992 company has to disclose all the necessary information regarding pricing

of issues, listing requirements, disclosure norms lock-in-period for promoters

contribution, contents of offer documents pre and post issue obligations etc.

Company can issue shares at face value, at premium or at discount. Another

method of pricing which is now days common is issuing the securities

through online system of the stock exchange has to comply with the section

55 to 68a of the companies Act, 1956 and SEBI guidelines 2000. The

company is required to enter in to an agreement with the stock exchanges

which have the requisite system for online offer of securities. The advantages

for this new system are:-

(a) The investors part with money only after allotment.

(b) It eliminates refunds except in case of direct applications.
(c) It reduces the time taken for issue process
(d) Secondary Market

(e) Secondary market is the place for sale and purchase of existing

securities. It enables an investor to adjust his holdings of securities in

 response to changes in his assessment about risk and return. It

enables him to sell securities for cash to meet his liquidity needs. It

essentially comprises of the stock exchanges which provide platform

for trading of securities and a host of intermediaries who assist in

trading of securities and clearing and settlement of trades. The

securities are traded, cleared and settled as per prescribed regulatory

framework under the supervision of the exchanges and oversight of

SEBI.

Trading Mechanism

Earlier trading on stock exchanges in India used to take place through

open outcry without use of information technology for immediate

matching or recording of trades. This was time consuming and

inefficient. This imposed limits on trading volumes and efficiency. In

order to provide efficiency, liquidity and transparency National Stock

Exchange introduced a nation wide on line fully automated screen

based trading system where a member can punch in to the computer

quantities of securities and the prices at which he likes to transact and

the transaction is executed as soon as it finds a matching sale or buy

order from a counter party. Screen based trading electronically

matches orders on a price/time priority and hence cuts down on time,

cost and risk of error, as well as on fraud resulting in improved

operational efficiency. It enables market participants, irrespective of

their geographical locations to trade with one another and it provides

equal access to everybody.

NSE has main computer which is connected through Very Small

Aperture Terminal (VSAT) installed at its office. The main computer

runs on a default tolerant STRATUS mainframe computer at the

exchange. Brokers have terminals installed at their premises which are

connected through VSATs. An investor informs a broker to place an

order on his behal

ORGANISATIONL CHART
 CHAIRMAN & CEO

(f)
Sameer Gehlant Rajeev Rattan Surabh Mital
CEO President & CEO CEO
(g)

(h)

(i)
Gagan Banga Oivyesh Shah
Head (j)
online sales Head online sales

(k)

(l)

(m)
T.S. Muglani Pheeta Nagpal Ashok Sharma Suresh Jain
Chief Tech Head- HR Finance V.P
(n)
officer Controller
 RESEARCH METHODOLOGY

The methodology section is the blue print for researcher activity and

specifies bow the investigator intents to study the people or describe

social settings. In other words the methodology section make explicit

the study desire and constitutes the “how to do it” phase.

The project study has been conducted by collecting primary data only

using structured questionnaire. No secondary data is used.

I have put my best possible effort to do this research and collect the

necessary information to learn about this topic thoroughly.

 OBJECTIVES OF THE RESEARCH

 To study investor’s behavior towards different attributes such as

risk, return liquidity etc. of investment in Equities.

 To study the issues and challenges that investors face while making

investment in share market.

 To study the preferences and perceptions of investors regarding

various financial products from the stable of Indiabulls Securities

Ltd. so that the firm can benefit from the findings of the report in

launching any new investment product in future.

 DATA COLLECTION

The data collected was a primary in nature no secondary data was

used. Primary data was collected using structured questionnaire. The

questionnaire has been designed for the target group to get the best

amount of data possible keeping in view the importance and

authenticity of the information and convenience of the respondent. The

selection of investor was predetermined in nature Personal contacts

were established to conduct a face-to-face interview. Interview was

conducted under strict supervision to maintain the standards of the

data collected.

Research Design

 Research Idea

 Research Question

 Research Statement

 Research Methodology

 Data Collection and Surveying

 Data Analysis

 Findings and Recommendations

Research design

Research design is a specification of methods and procedures for

acquiring the information we need to solve the problems. Research

design was adopted for the purpose of collection and analysis of data

in a manner aimed at getting relevant information. It was conceptual

structure within which research was conducted, collected, measured

and analyzed.

Research Idea

To know the market scene of trading and Investment in equities

through Indiabulls securities Ltd.

Research Question

What is the market trend regarding investment? What difficulties and

challenges investors are facing while making investments?

Research Statement

“To get an insight into the mind of investors regarding trading and

investment in Equities”

“To get an insight into the mindset of investors regarding the

importance assigned to different attributes such as risk, return,

liquidity etc. of various investment channels such as equities. In the

report this tries to understand the investor’s behavior while trading.”

“To study the preferences and perceptions of investors regarding

various financial products from the stable of Indiabulls Securities Ltd.

so that the firm can benefit from the findings of the report in launching

any new investment product in future.”

 Research Methodology

Defining the populations: The population taken for the research

consists of investors of only Delhi region (both retail and institutional)

Defining the Sample: A random sample has been taken for the

purpose of extensive market survey. A structured questionnaire has

been prepared and the results are analyzed for precise findings.

Size & Type of Sample: A random sample of size 100 is taken for

surveying.

Method to be used: A frequency count has been done for different

parameters/ question and the most important factors have suggested

to the company for betterment of sales operations.

 Limitations of the study

 To study share market is a very vast topic and the search is just

limited to a small portion.

 Due to the reluctant nature of the respondents it was not an easy

task to collect relevant information from them.

 Sometime it was difficult to make the respondents understand the

purpose of the survey.

 Busy schedule of the respondents was also a major hindrance to

establish a contact with them.

 It may be possible the information provided by them is not true.

 SURVEY QUESTIONNAIRE

 Name :

 Address :

 Phone no:

 1. Where do you prefer to invest your money?

a) Bank Deposits

b) Shares

c) Mutual Funds d) Real estate

 e) Insurance Plans

 2. What are the factors, which attracts you for the investment?

 a) High Retu rn b) Moderate Return

 c) Low Risk d) Moderate Risk

 3. Do you prefer to invest in shares?

 a) Yes

b) No

 4. If yes, out of following, which intermediating company would you

go For?

 a) Kotak Securities b) Indiabulls Securities

 c) ICICI d)

Fortis Securities

 d) Others, please specify

 5. If Indiabulls, What are the factors, which attract you to deal with

 Indiabulls?

 6. If Others, What are the factors, which attract you, please

specify?

 7. What attracts you to invest in Shares?

a) Brokerage b) Expertise Knowledge

c) Exposures/loan d) Brand

 8. On what basis do you prefer to trade in shares?

 a) Daily b) Monthly

 c) Yearly d) other,

please specify

 9. Does the companies profile matter for the investment decisions?

a) Yes b) No

 10. Do you require the opinion of portfolio managers to manage

your investment?

 a) Yes b) No


 11. What is the most important service parameter that you look for

 while trading.

 a) Information b) Speed

 c) Quality d) Other

 12. Any recommendation / Suggestion


ANALYSIS OF THE PREFERRED INVESTMENT AREA

The investment was broadly divided into five areas, mainly-Bank deposits.

Shares, Mutual Fund ,Real Estate and insurance plans.

45

40

35

30

25

20 No. of Respondents

15

10

0
Bank Shares Mutual Real Insurance
Deposits Funds Estates plan

 Following observations can be made on the basis of above analysis:

 Bank Deposits being the most preferred area, 43% respondents out of

hundred invested in bank deposits.

 The second preferred area was Shares as 27% respondents were

investing in the share market.

 Then preferred area was the Mutual Funds with 13% of respondents

Real estates were the least preferred area i.e. only 7%

 ANALYSIS OF THE FACTORS AFFECTING THE

INVESTMENT

The factors are categorized in to four parameters to know the purpose of

investment made by the investor.

15
4

52
29

High returns
Moderate Return
Low Risk
Moderate Risk

 52% respondents go invests for higher returns.

 29% respondents prefer Moderate Return for their investments.

 15% prefer moderate risk.

 Only 4% for Low risk.

 ANALYSIS FOR INTERMEDIATING COMPANY

These factors are categorized into brokerage, Information provided by them

the exposure limit or loan facility provided by them and their Brand Name.

40

35

30

25

20
No. of Respondents
15

10

0
anand Indiabulls ICICI Fortis sec others
rathi direct

 21% respondents choose anand rathi Securities Ltd.

 38% respondents choose Indiabulls Securities Ltd. for trading.

 7% respondents choose ICICI direct.

 4% respondents choose Fortis.

 30% go for others.

 ANALYSIS OF THE FACTORS FOR BROKING HOUSE

These factors are categorized into brokerage, Information provided by them

the exposure limit or loan facility provided by them and their Brand Name.

16 12

Brokerage
Expertise Know ledge
Exposure/Loan
28 Brand name
44

 44% respondents choose their broking house on basis of information

provided by them.

 28% prefer by the exposure limit and the loan facility provided to them.

 12% by the brokerage charge by the broking house.

 16% by Brand Name.

 ANALYSIS OF THE INFLUENCE OF THE PAST PROFILE

OF A COMPANY

NO
42%
Yes
58%

 58% respondents say yes they study profile of the company before

making investment.

 42% respondents say no.

ANALYSIS OF THE REQUIREMENT OF EXPERTISE

 NO
7%

Yes
93%

 93% respondents say yes, they required expertise

knowledge.

 7% respondents say no.

MOST IMPORTANT SERVICE PARAMETER

 Service Parameters

3% 20%
Speed
42% Quality
Information
Others
35%

 The most important service parameter that came up as a result of survey

is Information i.e. the investors feel that the information contained in the

service package is the key to more profits.

 Second major parameter is Quality of service.

 20% investors feel that the quickness of service is above par than any

other aspect.
 RECOMMENDATIONS

 INDUCTION PROGRAMS must be held for the sales teams before

letting them go into the field. In these induction classes the

experienced sales staff employees should share their valuable live

experiences and knowledge, which they have experienced while in

field.

 Weekly magazines must be published and distributed to the

investors that can help them for making better investments.

 Sales team must be fully equipped with latest technology such as

using Laptop that can be used for making presentation to the

customers especially to the corporate clients about their product

and services provided by them.

 Make your site user friendly so that more and more people know about

trading and do the same also.

 Advertisement through Canopy, help to generate leads.

 Company should advertise with a concern that has a brand name in the

market.
 BIBLIOGRAPHY

 www.indiabulls.com

 www.nseindia.com

 www.bseindia.com

 www.moneycontrole.com

 www.businessstandered.com

 www.Economics Times

 C.R. Kothari, Marketing Research

 NCFM