TITLE : A Study on Consumer Behaviour Towards Products & Services Offered By Sharekhan INDUSTRY OVERVIEW

Stock exchanges to some extent play an important role as indicators, reflecting the performance of the countrys economic state of health. Stock market is a placewhere securities are bought and sold. It is exposed to a high degree of volatility,prices fluctuate within minutes and are determined by the demand and supply of stocks at a given time. Stock brokers are the ones who buys and sells securities on behalf of individuals and institutions for some commission. The Securities and Exchange Board of India (SEBI) is the authorized body, which regulates the operations of stock exchanges, banks and other financial institutions. The past performances in the capital markets especially the securities scam by Hasrshad Mehta has led to tightening of the operations by SEBI. In addition the international trading and investment exposure has made it imperative to better operational efficiency. With the view to improve, discipline and bring greater transparency in this sector, constant efforts are being made and to a certain extent improvements have been made.

ABOUT SHAREKHAN COMPANY

Sharekhan is one of the top retail brokerage houses in India with a strong online trading platform. The company provides equity based products (research, equities, derivatives, depository, margin funding, etc.). It has one of the largest networks in the country with 704 share shops in 280 cities and Indias premier online trading portal www.sharekhan.com. With their research expertise, customer commitment and superior technology, they provide investors with end-to-end solutions in investments. They provide trade execution services through multiple channels - an Internet platform, telephone and retail outlets. Sharekhan was established by Morakhia family in 1999-2000 and Morakhia family, continues to remain the largest shareholder. It is the retail broking arm of the Mumbai-based SSKI [SHANTILAL SHEWANTILAL KANTILAL ISWARNATH LIMITED] Group. SSKI which is established in 1930 is the parent company of Sharekhan ltd. With a legacy of more than 80 years in the stock markets, the SSKI group ventured into institutional broking and

corporate finance over a decade ago. Presently SSKI is one of the leading players in institutional broking and corporate finance activities. Sharekhan offers its customers a wide range of equity related services including trade execution on BSE, NSE, and Derivatives. Depository services, online trading, Investment advice, Commodities, etc. Sharekhan Ltd. is a brokerage firm which is established on 8th February 2000 and now it is having all the rights of SSKI. The company was awarded the 2005 Most Preferred Stock Broking Brand by Awwaz Consumer Vote. It is first brokerage Company to go online. The Company's online trading and investment site - www.Sharekhan.com - was also launched on Feb 8, 2000. This 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 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. Share khan has one of the best states of art web portal providing fundamental and statistical information across equity, mutual funds and IPOs. One can surf across 5,500 companies for in-depth information, details about more than 1,500 mutual fund schemes and IPO data. One can also access other market related details such as board meetings, result announcements, FII transactions, buying/selling by mutual funds and much more. Sharekhan's management team is one of the strongest in the sector and has positioned Sharekhan to take advantage of the growing consumer demand for financial services products in India through investments in research, pan-Indian branch network and an outstanding technology platform. Further, Sharekhan's lineage and relationship with SSKI Group provide it a unique position to understand and leverage the growth of the financial services sector.

Objectives of the Study

To conduct a survey for the company to find about the awareness of various investment option. To find out the awareness among cosumers about the awareness of Sharekhan as a Financial Service provider..

To understand the trend of investment among the consumers. To learn the behaviour of consumers in respect o f t h e v a r i o u s i n v e s t m e n t o p p o r t u n i t i e s available. To study the risk and return combination associated with the various investment opportunities and whether the general public is aware about them. To execute business for the company by selling demat accounts and mutual funds. To study the various products of the company.

PRODUCT & SERVICES A Sharekhan outlet offers the following services: Online BSE and NSE executions (through BOLT & NEAT terminals) Free access to investment advice from Sharekhans 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) IPOs & Mutual Funds Distribution Internet-based Online Trading: Speed Trade

Types of Products
Classic Account Fast Trade Account Trade Tiger

1. Classic Account
The features about classic account are It is basically used for beginners i.e. Fresher Here the transactions can be done in BSE, NSE and F&O

There can be a market watch. Here we can make four templates i.e. folders. You can add 20 scrips in each template. Here you can add minimum 20 scrip and maximum 100 scrip. Top gainers, Top losers, Top traded equities and Top traded funds are the special links available in this. It gives maximum access. You can keep lump sum amount in the account. There is a link which is- whats in, whats out A system required is Windows XP, 2000, IE 6.0

2. Fast trade Account

The features about fast trade account are We can make five templates. You can monitor 125 companies. Systems required here are Windows XP, 2000, IE 6.0 and Java

You can also buy Mutual funds and IPO online. You can also monitor circuits. You can see the market depth i.e. the logic of demand and supply. It will help todecide whether to buy or not. It can also add trigger as in it works as a reminder. This online trading platform is an applet- based application that provides livestreaming quotes from BSE and NSE. Get live market prices and market statistics like best bid price, quantity, best offer price and quantity etc. for chosen stocks.

3. Trade Tiger

Trade Tiger is an application that brings you the power of a brokers terminal, right from your desktop. Trade on multiple exchanges {NSE, BSE, MCX, NCDEX} from a single screen. Customize market watches by scripts or sectors and view them on a single screen. Get access to technical tools and trade like a pro. This account allows you to trade through website and is suitable for retail investors. Online trading website also comes with a Dial-n-Trade service that enables to buy and sell shares by calling dedicated toll-free number 1-800-22-7050

THEORETICAL BACKGROUND
CONSUMERBEHAVIOR - ATHEORETICALINPUT
"The most important thing is to forecast where customers are moving and to be in front of them." - Kotler The aim of marketing is to meet and satisfy target customers needs & Wants. The field of Consumer Behavioral studies how individuals, grows, and organizations. Select, buy, use &dispose of goods, services, ideas or experiences to satisfy their needs & desires. Understanding consumer behaviour and "knowing customers" is never simple .Customersmay say one thing but do another. They may not be in touch with their deeper motivations. Theymay respond to influences that change their minds at the last minute.Consumer behaviour is a process and purchase is only one stage in the process. There aremany underlying influences ranging from internal motivations and attitudes to social influenceso f v a r i o u s k i n d s . Y e t , m o t i v a t i o n a n d a t t i t u d e c a n b e u n d e r s t o o d t h r o u g h r e s e a r c h . P e r f e c t predication is never possible, but properly designed and used research efforts can significantlylower the risk of marketing failure.C o n s u m e r b e h a v i o r i s r e l a t e d t o a n i n d i v i d u a l p e r s o n ( m i c r o b e h a v i o u r ) w h e r e a s consumption behaviour relates to the mass or aggregates of individuals (macro behavio ur).

Tie ups with Banks

Sharekhan has tied up with ten banks to facilitate the transfer of money from saving account toDmat account and vice versa .and by only these banks one can transfer the money by ebanking. AXIS Bank Bank of India Citi Bank HDFC ICICI Bank IDBI Bank IndusInd Bank Oriental Bank of Commerce {OBC} Union Bank of India Yes Bank

COMPETITORS
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. India Bulls Motilal Oswal Religare Kotak Securities ICICI Direct Anand Rathi India Infoline Reliance Money Angel Broking 5 paisa.com

RESEARCH METHODOLOGY

THE STEPS IN RESEARCH PROCESS

DEFINE OBJECTIVE

DESIGNING QUESTIONNAIRE

GATHERING OF DATA

ACCUMULATE DATA

DATA ANALYSIS & INTERPRETATION

CONCLUSION & RECOMMENDATIONS

Following are the various definitions of marketing research: 1)According to Philip Kotler , it is a systematic design, collection, analysis, of data and relevant to a specific marketing situation facing the company. 2)According to American Marketing Association, it is the function which links the customer and the public to the marketer through information used to identify and define marketing opportunities and the problems; generate, redefine action; monitor marketing action; monitor marketing performance and improve understanding of marketing as a process.

Type of Research: Descriptive research: Descriptive research is chosen for this project, because this project deals with, knowing the customer preferences for the investment and knowing customer habits relating to financial services provided by the consultancy. Both quantitative and qualitative approaches are used for the project, but more emphasis is given on the qualitative approach. As we tried to know customers interested area of investment, so that we can measure their motive.

Client Feedback Form

Client name: ________________________ Client code: _____________________

Do you have any issues related to: Operations RM/Dealer service Delivery of calls/ideas TradeTiger Brokerage

Do you transact with any other broker: Yes No If Yes, Name the broker:________________________________ What additional facilities do they offer? ________________________________

Sharekhan offers a host of training programmes for customers to help educate and empower them. Would you be interested in any of the following? How to trade in Commodities Basics of Currency Futures Usage of TradeTiger How to make money in Day Trading How to make money using Swing Trading How to make money using Positional Trading How to make money using Options Investment for Beginners How to trade like a Pro (OTA)

Sharekhan offers a range of products to suit your needs. Would you like to know more about any of the following products / services? (Please tick.) TradeTiger trading platform Mutual funds/SIP NBFC funding Commodities PMS using Fundamental Research PMS using Technical Research Fundamental Research Technical Research Currencies National Spot Exchange Stock SIP Option Strategies Switch Ideas Top Picks We understand that your primary objective is to make money by participating in the markets. What other factors drive you to trade in various markets? Belief in long-term investments/wealth creation Active trading to capture volatility Leveraged positions for better returns Leveraged day trading for absolute returns

How much return do you expect from the market annually? ____________ (%)

Trading/Investment decisions are based on multiple factors. Your transactions are based on what? Own understanding and reading of events Technical charts Broker calls Calls subscribed through vendors on SMS

 Finance channels on TV Market information from friends/relatives Individual speakers/analysts you like Operators inputs

Please rate the following: Poor Average Good Very Good Excellent 1. Your overall experience with Sharekhan 2. Our investment recommendations 3. Our trading calls

4. Courtesy and responsiveness of our staff 5. Knowledge and efficiency of our staff

Suggestions / Feedback: How would you like us to improve our services? ___________________________________________________________________________ ___________________________________________________________________________

Please give us two references of your friends/colleagues/relatives: Name:___________________________________________ Number/E-mail:____________________________________ Name:___________________________________________ Number/E-mail:____________________________________