CHAPTER 1

INTRODUCTION

-1-

1.1 INTRODUCTION OF THE PROJECT

A stock exchange is a place or organization by which stock traders (people and companies) can
trade stocks. Companies may want to get their stock listed on a stock exchange. Other stocks
may be traded "over the counter", that is, through a dealer. A large company will usually have its
stock listed on many exchanges across the world.
A stock market or equity market is the aggregation of buyers and sellers (a loose network of
economic transactions, not a physical facility or discrete entity) of stocks (also called shares);
these may include securities listed on a stock exchange as well as those only traded privately.
Sharekhan ltd. is an equities focused organization tracing its lineage to SSKI, a veteran equities
solutions company with over 8 decades of experience in the Indian stock markets.
If you experience our language, presentation style, content or for that matter, the online trading
facility, you'll find a common thread; one that helps you makeinformed decisionsand simplifies
investing in stocks. The common thread of empowerment is what Sharekhan ltd. is all about!
Sharekhan ltd. is also about focus. Sharekhan ltd. does not claim expertise in too many things.
Sharekhan ltd.'s expertise lies in stocks and that's what he talks about with authority. So when he
says that investing in stocks should not be confused with trading in stocks or a portfolio-based
strategy is better than betting on a single horse, it is something that is spoken with years of
focused learning and experience in the stock markets. And these beliefs are reflected in
everything Sharekhan ltd. does for you!
To sum up, Sharekhan ltd. brings to you a user- friendly online trading facility, coupled with a
wealth of content that will help you stalk the right shares.
Those of you who feel comfortable dealing with a human being and would rather visit a brickand-mortar outlet than talk to a PC, you'd be glad to know that Sharekhan ltd. offers you the
facility to visit (or talk to) any of our share shops across the country. In fact Sharekhan ltd. runs
India's largest chain of share shops with over hundred outlets in more than 80 cities! What's a
share shop? How do you locate a share shop in your city?
To find the answers of these questions, you must visit Sharekhan ltd. In other words Sharekhan
ltd. is a company that provides you an outstanding trading facility with a wide variety of
products and acts as an investment consultant to manage your portfolio and secure a high rate of
return on your investments in the securities market.
Basically, the company is a market leader in providing brokering services and has a top turnover
in trading and the high turnover makes it the no.1 in the market. The main difference is the
services that they provide to the investors who really need it. The services are discussed in more
-2-

detail in the marketing activities. The clients are managed with a friendly corporate culture to
give him more benefited investment ideas and motivate him whenever he needs. The company is
providing as many tips to the clients (pre-market, online and post-market) for more and more
trading ideas and the manager helps each client to concentrate on a few scripts so that he can
manage the profit/loss.
In short, Sharekhan ltd. is currently having a good position in the market with the highest no of
transactions and also the highest turnover (buying & selling) in india and a leader in providing
better services to the investors. Sharekhan ltd.Indias leading stock broker is the retail arm of
SSKI, and offers you depository services and trade execution facilities for equities, derivatives
and commodities backed with investment advice tempered by decades of broking experience. A
research and analysis team is constantly working to track performance and trends. Thats why
Sharekhan ltd. has the trading products, which are having one of the highest success rates in the
industry. Sharekhan ltd. is having 240 share shops in 110 cities; the largest chain of retail share
shops in India is of Sharekhan ltd.

1.2 PROJECT TITLE: Study on customer satisfaction towards Sharekhan ltd. for investing in
shares and equity market
1.3 OBJECTIVE:
1) To study the perception of the customers with reference to the share market.
2) To analyze the level of satisfaction of customers transacting business through Sharekhan
ltd.
3) To offer suggestions for increasing the level of satisfaction of the customers.
4) To studyvarious services offered by Sharekhan ltd.

1.4 SCOPE OF THE STUDY:

Globalization of the financial market has led to a manifold increase in investment. New markets
have been opened; new instruments have been developed; and new services have been launched.
Besides, a number of opportunities and challenges have also been thrown open. Online share
trading is new to Equity market in India. Mainly two exchanges are involved in online trading in
India BSE & NSE.

-3-

CHAPTER 2
THEORETICAL BACKGROUND

-4-

2.1 CUSTOMER SATISFACTION:

What is the meaning of Customer?
An individual or business that purchases the goods or services produced by a business.
The customer is the end goal of businesses, since it is the customer who pays for supply and
creates demand.
What is Satisfaction?
Satisfaction is an overall psychological state that reflects the evaluation of a relationship
between the customer/consumer and a company-environment-product-service. Satisfaction
involves one of the following three psychological elements: cognitive (thinking/evaluation),
affective (emotional/feeling), and behavioral.
What is Customer Satisfaction?
The concept of customer satisfaction has attracted much attention in recent years.
Organizations that try to analyze this concept should begin with an understanding of various
customer satisfaction models. Such models clarify various theories about customer satisfaction.
Customer satisfaction is measured at the individual level, but it is almost always reported
at an aggregate level. It can be, and often is, measured along various dimensions.
Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers expectations. Furthermore, when these
ratings dip, they warn of problems that can affect sales and profitability. These metrics quantify
an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth
marketing, which is both free and highly effective.
According to Philip Kotler Satisfaction is a persons feelings of pressure of
disappointment resulting from comparing a products perceived performance (outcome) in
relation to his or her expectation

This Satisfaction level is a function of difference between perceived performance and

expectations. If the products performance exceed expectation of customer is satisfied. If the
products performance fall short of expectations of the customers is dissatisfied.
1. Many companies are aiming for high satisfaction because customers who are just
satisfied still find it easy to switch when a better offer comes along high satisfaction or
delight creates an emotional affinity with brand.
2. Variety of factors that affect customer satisfaction includes product quality, product
availability & after sales support such as warranties and services. Customer satisfaction is
-5-

seen as a proof of delivering a quality product or service. It is believed that customer

satisfaction brings sales growth, and market share a company can always increase
customer satisfaction by lowering its prices or increasing its services but this may result
in lower profits. Thus the purpose of marketing is to generate customer value
profitability.
3. India is on the threshold of new millennium India chose for global economy exposing
her to winds of change in market place, which has expanded vastly and become fiercely
competitive. In the changed environment, decision makers view the marketing concept as
the key to success. Marketing in practice has to manage products, pricing, promotion and
distribution.
4. A successful product can be developed by exploding these opportunities, while
delivering the value of the consumer we make use of marketing support
5. This support is based on the knowledge of consumers and distribution. Marketing
support both at the introduction of products and maturing is considered.

Factors affecting Customer Satisfaction:

Customer satisfaction is the overall impression of customer about the supplier and the products
and services delivered by the supplier. Following are the important factors that affect customer
satisfaction:
1.

Department wise capability of the supplier.

2.

Technological and engineering or re-engineering aspects of products and services.

3.

Type and quality of response provided by the supplier.

4.

Suppliers capability to commit on deadlines and how efficiently they are met.

5.

Customer service provided by the supplier.

6.

Complaint management.

7.

Cost, quality, performance and efficiency of the product.

8.

Suppliers personal facets like etiquettes and friendliness.

9.

Suppliers ability to manage whole customer life cycle.

10.

Compatible and hassle free functions and operations.

-6-

2.2 EQUITY SHARES

Shares represent ownership rights of their holders. Shareholders are owners of the
company. Shares can of two types:
Equity Shares
Preference Shares
Equity Shares are also known as ordinary shares.
Do not have fixed rate of dividend.
There is no legal obligation to pay dividends to equity shareholders.

2.3 STOCK MARKETS IN INDIA

Stock exchanges are the perfect type of market for securities whether of governmentand
semi-govt. bodies or other public bodies as also for shares and debentures issuedby the jointstock companies. In the stock market, purchases and sales of shares areaffected in conditions of
free competition. Government securities are traded outside thetrading ring in the form of over the
counter sales or purchase. The bargains that arestruck in the trading ring by the members of the
stock exchanges are at the fairestprices 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

-7-

History of Stock Exchanges:

The only stock exchanges operating in the 19th century were those of Mumbai setupin
1875 and Ahmadabad set up in 1894. These were organized as voluntary nonprofit-marking
associations of brokers to regulate and protect their interests. Beforethe control on securities
under the constitution in 1950, it was a state subject and theBombay securities contracts (control)
act of 1925 used to regulate trading insecurities. Under this act, the Mumbai stock exchange was
recognized in 1927 andAhmadabad in 1937. During the war boom, a number of stock exchanges
wereorganized. Soon after it became a central subject, central legislation was proposedand a
committee headed by A.D.Gorwala went into the bill for securities regulation.On the basis of the
committees recommendations and public discussion, thesecurities contract (regulation) act
became law in 1956.

Functions of Stock Exchanges:

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

-8-

CHAPTER 3
COMPANY PROFILE

-9-

3.1 Sharekhan ltd. business

1. Brokering business.
2. White feathering house production.

Vision
To be the best retail broking brand in the retail business of the stock market.

Mission
To educate and empower the individual investor to make better investment decisions through
quality advices and superior services.

- 10 -

3.2 Stock exchange Mumbai

Sharekhan is the retail broking arm of SSKI, an organization with more than eight decade
of trust and credibility in the stock market.

Amongst pioneers of investment research in the Indian market.

In 1984 venture into institutional broking and the corporate finance.

Leading domestic player in the Indian institutional business.

Over US$5 billion of private equity deal.

SSKI group companies

SSKI investor services ltd (Sharekhan ltd.)

S.S. Kantilal Isharlal securities

SSKI corporate finance.

- 11 -

3.3 SSKI - Corporate Structure

80 years of taming Bulls & Bears

- 12 -

3.4 SHAREKHAN LTD. PROFILE

3.4.1 SHAREKHAN LTD. RETAIL BROKING

Among the top three (3) branded retail services providers (Rs 856 crs average daily
volume.

NO. 2 player in online business

Large network of branded broking outlets in the country servicing around 5, 45, 000
Clients

3.4.2 MANAGEMENT TEAM

Mr. Shripal Morakhia

Mr. Jaideep Arora

Mr. Tarun P. Shah

(Director)

(Director)

(CEO)

BOARD OF DIRECTORS
Branch - Head Office
A-206, Phoenix House, 2nd Floor, Senapati Bapat Marg, Lower Parel, Mumbai- 400 013.
Telephone No: 67482000
Email: myaccount@Sharekhanltd.com

- 13 -

KEY OFFICIALS

DESIGNATION

1. Mr. Shripal Morakhia

Chairman

2. Mr. Tarun Shah

CEO

3. Mr. Kaliyan Raman

Online Sales Head

4. Mr. Jason Pandey and

DP Head

Mr. Pradeep
5. Mr. Hemendra Aggarwal

Cluster Head

6. Mr. Amit pal Singh and

Regional Sales Manager

Mr. Maneet Rastogi

3.5 BENEFITS OF SHAREKHAN LTD.

Free Depository A/c

Secure Order by Voice Tool Dial-n-Trade.

Automated Portfolio to keep track of the value of your actual purchases.

24x7 Voice Tool access to your trading account.

Personalized Price and Account Alerts delivered instantly to your Cell Phone & E-mail
address.

Special Personal Inbox for order and trade confirmations.

On-line Customer Service via Web Chat.

Anytime Ordering.

NSDL Account

Instant Cash Tranferation.

Multiple Bank Option.

Enjoy Automated Portfolio.

Buy or sell even single share.

- 14 -

3.6PRODUCTS AND SERVICES OF SHAREKHAN LTD.

- 15 -

CHAPTER 4
RESEARCH METHODOLOGY

- 16 -

4.1 Research Design

There are three types of research design. They are

Descriptive

Exploratory

Explanatory

In this research the research design adopted is Descriptive research design.

4.2 Descriptive Research Design

It is designed to describe something, such as demographic characteristics of consumers who use

the products. It deals with determining frequency with something occurs or how two variables
vary together. This study is also guided by an initial Hypothesis.

4.3 Importance of Descriptive Study

During the analysis of characteristics of certain groups, for e.g. users of a product with

different age, sex, education etc.

To forecast the future trends, e.g. sales of a companys product in each of next five years.

To study whether certain variables are associated, e.g. income and usage of a product.

4.4 Questionnaire Design

Designing and implementing the questionnaire is one of the most interesting and challenging
tasks of conducting research. Questionnaire designing also becomes important and necessary
when he/she observes that unless the data discussion or otherwise is noted down, is basic form
will be distorted. The questionnaire is the backbone for obtaining data during a personal
interview, telephone survey, and mail survey.

- 17 -

4.5 Meaning of Questionnaire

A questionnaire is a form prepared and distributed to secure response to certain question. The
term questionnaire refers to a self-administration process here by the respondent himself/herself
reads the questionnaire and records his/her answer assistance of an interviewer.
Purpose of questionnaire is two fold
i.

To collect information from the respondent who are scattered in a vast area.

ii. To achieve success in collecting reliable and dependable data.

4.6 Determining Type of Question

After specifying the required data, the researcher must decide the type of question required to be
asked from the respondents to collect this data. He/she must understand various existing types of
question and decide which of these would suit the most of his/her project situation. There are
different types of questions they are as follows:
Direct question Direct question are just what their name indicates e.g. Have you ever
purchased brand?
Indirect question Indirect refers to those whose responses are used to indicate or suggest date
about respondents other than the actual facts given in the answer. For e.g. why you think most
other people buy prefer SHAREKHAN LTD.?

Open ended question Sometimes these question are called free answer questions the respondent
answer in his/her words, for e.g. and open ended question on a study on Orange squashes can
be asked as what suggestion do you make for improving orange squashes? In this case no answer
choice is given to the respondent and he/she may give any answer he/she thinks.

- 18 -

Close ended question Such guests are also called fixed alternative questions. The alternative
questionnaire may take the form of dichotomous question multiple choice question checklist and
rating scales, such as ordinal scale nominal scale etc.
Question method of data collection is quite popular and consists of question printed or typed in a
form or set of forms. Care was taken in the main aspect as general form. Question sequence,
question formulation and wording, the study was associated with both the question i.e., closed
ended and open ended questions. Free responses were invited from the respondents.

4.7 Types of Questionnaire

The study conducted by using structural and undisguised questionnaire. It comprises of both
open and closed ended questions. Questions are rather framed for the customer attitude including
the multiple choice and dichotomous questions.
The following are the contact method generally user for survey.
1. Mail survey
2. Telephone interview
3. Personal interview

4.8 Method of Data Collection

The task of collecting data being after a research problem has been defined and plan is chalked
and plan is chalked out. This study pertains to collect data from primary sources primary data
and from secondary sources secondary data.
4.8.1 Primary Data Source
The Primary Data is collected from customers with the help of well-defined questionnaire. The
primary data can be collected from following sources.
1. Interview
2. Questionnaire
3. Group Discussion
4. Observation.

- 19 -

4.8.2 Secondary Data Source

The Secondary Data is collected with the help of companys website, organizational booklets,
company reports, and records available/provided by the company, Internet, Newspaper etc.
4.9 SAMPLING METHODSSampling is selection of certain percentage of group of items according to a pre-determined plan.
Everyone is accustomed to draw conclusion about a large group, on the basis of a small group
known as sample.
Following are the methods of sampling:
1. Random Sampling
2. Stratified Sampling
3. Area Sampling
4. Cluster Sampling
4.10 SAMPLING UNIT:
As the company is Business to Customer, therefore in this project the respondents are Customers.
4.11SAMPLE SIZE:
The sample size taken by researcher has 50 customers. Because of the companys rule they
cannot provide the detail information of the customers then also allowed me to take the feedback
of the 50 customers.
4.12 SAMPLING AREA
Sampling Area is Pimpri Chinchwad and Pune.
4.13 RESEARCH INSTRUMENT
The data is collected through structured questionnaire.

- 20 -

4.14 SAMPLE PROCEDURE

Sample is selected by using non probability convenient sampling method.
4.15 DATA COLLECTION METHOD
Data was collected with help of personal interview
4.16 DATA ANALYSIS AND TOOLS
After the data collection from primary sources the data has been edited and analyzed and
findings extracted from this collected data. The various mathematical techniques are used in data
analysis.Pie Charts area used to present the collected data graphically.
4.17 PREPARATION OF REPORT
Finally the report is prepared according to the research process and what is been carried in the
research.

RESEARCH METHODOLOGY:
Research design -

Descriptive research

Research instrument -

Questionnaire

Questionnaire -

Open ended and close ended

Contact method

Survey and Personal interview

Method of data Collection

Primary data and Secondary data

Sampling method

Non-probability sampling

Sampling type

Area sampling

Sampling unit

Consumers

Sampling size

50

- 21 -

CHAPTER5
DATA ANALYSIS ANDINTERPRETATION

- 22 -

AGE:20-30

18

30-40

40-50

20

ABOVE 50

AGE
5

18

20

20 - 30
7

30 - 40
40 - 50
ABOVE 50

INTERPRETATION :- From the above study the result is 18 respondents between 20 30 age
, 7 respondents between 30 40 age , 20 respondentsbetween 40 50 age , and only 5
respondents Above 50 age are the interested in Equity trading in SHAREKHAN LTD. majority
40 50 age people are came.

- 23 -

GENDER:MALE

36

FEMALE

14

GENDER
14

36
MALE
FEMALE

INTERPRETATION: - From the above study we can clarify that out of 50, 36 male
respondents and 14 female respondents are doing trading in SHAREKHAN LTD. So we can
clarify that male are more interested compare to female in Equity trading in Sharekhan ltd.

- 24 -

OCCUPATION:STUDENT

10

PUBLIC SECTOR JOB

PVT. SECTOR JOB

PROFESSIONAL

BUSINESS

12

OTHERS

OCCUPATION
4

10

12

STUDENT
8

PUBLIC SECTOR JOB

PVT. SEC. JOB
PROFESSIONAL
BUSINESS
OTHERS

INTERPRETATION: - From the above study we can see that out of 50 respondents, 10
respondents are students, 8 respondents have public sector job, 9 respondents have pvt. Sector
job,7 respondents are professionals, 12 respondents are Businessman, and 4 are related to the
other work. We can justify that business people are more interested in equity trading with
SHAREKHAN LTD.

- 25 -

Q1) Are you aware of online trading?

YES

47

NO

AWARE
3

47

YES
NO

INTERPRETATION: - we can see that out of 50 respondents, 47 respondents are aware and
only 3 respondents are not aware about the online trading.
From the above mention graph we can clearly identify that most of the people are aware about
the online trading.

- 26 -

Q2) What is your opinion about shares?

It offers an investment facility

14

It make earn quick profit / gain

12

It is a part of an investment

10

It offers easy liquidity

14

OPINION

14

14

OFFERS AN INVESTMENT
OPP.
EARN QUICK PROFIT / GAIN

10

12
PART OF AN INVESTMENT
OFFER EASY LIQUIDITY

INTERPRETATION: - out of 50 respondents, 14 are believes that shares offer an

investment policy , 12 people are believes that shares are earn quick profit / gain , 10 are
believe that it is a part of an investment , 14 people are believes that shares are useful for
easy liquidity.

- 27 -

Q3) How did you come to know about Sharekhan ltd. online trading shares ?

Share broker

12

Friends

Bankers

24

Online adv.

REFRENCE

12
5

SHARE BROKER
BANKERS

24

FRIENDS
ONLINE ADV.

INTERPRETATION :-

Out of 50 respondents , 12 people got information about

Sharekhan ltd. from share brokers , 5 people got information about Sharekhan ltd. from
Bankers ,24 people got informationabout Sharekhan ltd. from Friends , 9 people got
information about Sharekhan ltd. from online advertisement . so we can justify that
majority people have got info. From friends and relatives.

- 28 -

Q4) What is your objective behind investing in shares?

Tax saving

10

Earn high dividends

17

Easy liquidity

Capital appreciation in the long run

15

OBJECTIVE

15
8

10

TAX SAVING
EARN HIGH DIVIDEND

17

EASY LIQUIDITY
CAPITAL APPRECIATION

INTERPRETATION :- Out of 50 respondents , 10 are thinks that investing in share is

Tax Saving , 17 are thinks that investing in share is earn high dividend , 8 are thinks that
investing in share is easy liquidity , 15 are thinks that investing in share is capital
appreciation for long term . Most of the people are investing only for earn high profit /
gain.

- 29 -

Q5) How frequently you invest in shares?

Monthly

22

Every 3 months

Every 6 months

Others

11

FREQUENCY

11
9

22

MONTHLY
EVERY 3 MONTH

EVERY 6 MONTH
OTHERS

INTERPRETATION :- Out of 50 respondents , 22 people are invest in shares Monthly,

8 people are invest in shares Every 3 month , 9 people are invest in shares Every 6 month,
11 people are invest in shares others.

- 30 -

Q6) How much risk can you take at a time?

Whole money

Half money

Depends on market

11

On particular brand only

10

Cant say

17

RISK TAKING

17

5
10

WHOLE MONEY

HALF MONEY

11

DEPENDS ON MARKET
ON PARTICULAR BRAND
CAN'T SAY

INTERPRETATION :- Out of the 50 people , 5 people are take risk on whole money , 7
people are take risk on Half money , 11 people are take risk on the depends on market , 10
people are take risk on a particular brand only , 17 people are take risk for them Cant say.

- 31 -

Q7) Have you ever felt dissatisfied with any of the services of our company Sharekhan ltd.?

Slow operation

15

Delayed correspondence

17

Inaccessibility to the service center

Fund transfer facility

11

DISSATISFACTION

SLOW OPERATION
DELAYED OPERATION
INACCESSIBLE
FUND TRANSFER FACILITY

INTERPRETATION :- out of the 50 respondents 15 people are dissatisfy with services

of Sharekhan ltd. is Slow operation , 17 people are dissatisfy with services of Sharekhan
ltd. is Delayed operation , 7 people are dissatisfy with services of Sharekhan ltd. is
inaccessibility to the service center, 11people are dissatisfy with services of Sharekhan ltd.
is Fund transfer facility .

- 32 -

Q8) Are you satisfied by the brokerage charges of transactions when compared to other
competitors in the market?
Highly satisfied
Satisfied
Moderate
Dissatisfy
Highly dissatisfy

7
12
9
7
15

BROCKRAGE

15

HIGHLY SATISFIED

7
12

SATISFIED

MODERATE
DISSATISFIED
HIGHLY DISSATISFIED

INTERPRETATION :- Out of 50 respondents , 7 are Highly satisfied with Brokerage of

Sharekhan ltd., 12 are satisfied with Brokerage of Sharekhan ltd., 9 are remain Moderate
with Brokerage of Sharekhan ltd., 7 are Dissatisfied with Brokerage of Sharekhan ltd. , 15
are Highly Dissatisfied with Brokerage of Sharekhan ltd.

- 33 -

Q9) Are you satisfied by the options BTST/DELIVERY (buy today sell tomorrow) provided by
the company?
Yes
No

40
10

SATISFACTION

10
YES

40

NO

INTERPRETATION: - Out of 50 respondents, 40 people are satisfied by the options

BTST/DELIVERY (buy today sell tomorrow), 10 Dissatisfied by the options
BTST/DELIVERY (buy today sell tomorrow).

- 34 -

Q10) Are you aware of the absence of AMC (Annual maintenance charges) with reference to
Sharekhan ltd.?

Yes
No

50
0

AMC
0

YES

50

NO

INTERPRETATION: - Out of 50 respondents all 50 are aware about the AMC.

- 35 -

Q11) Are you aware of TRADE TIGER software, which is being used for the online
transactions?

Yes
No

47
3

TRADE TIGER
3
47

YES
NO

INTERPRETATION: - From the 50 respondents 47 are aware about the TRADE TIGER,
only 3 are not aware.

- 36 -

Q12) Are you satisfied by the overall services provided by Sharekhan ltd.?

High satisfied
Satisfied
Moderate
Dissatisfied
Highly dissatisfied

7
7
14
13
9

SERVICES

9
13

HIGHLY SATISFIED
SATISFIED

14

MODERATE
DISSATISFIED
HIGHLY DISSATISFIED

INTERPRETATION:-Services From the 50 respondents, 7 are Highly satisfied by the

overall services provided by Sharekhan ltd., 7 are Satisfied by the overall services provided
by Sharekhan ltd., 14 are Moderate by the overall services provided by Sharekhan ltd., 13
are Dissatisfied by the overall provided by Sharekhan ltd. , 9 Highly dissatisfied by the
overall services provided by Sharekhan ltd.

- 37 -

CHAPTER 6
FINDINGS

- 38 -

1. From the study it was found that majority of the customers are highly satisfied with the
service provided by the Sharekhan ltd..
2. Majority of the customers are satisfied with the Margin Cheque which is taken from the
customer.
3. Some of the customers are satisfied by the calls of Relationship Manager (RM) for
buying and selling of shares. But some of the customers are not satisfied by calls of
Relationship Manager so they bear the loss.
4. From the study it was found that many of the customers are very happy because of the
reliable services while trading with the Sharekhan ltd.
5. Most of the customers are satisfied by the brokerage given by the Sharekhan ltd. which
gives them maximum income from the shares. But some customers are expecting some
relaxation in brokerage charged from them.
6. It was found that the software Trade Tiger provided by Sharekhan ltd. give knowledge to
the customers about buying and selling in the stock market. But some of customer cannot
handle the software easily because it requires practice and regular usage.
7. Some customers are opening the Demat account in Sharekhan ltd. But they are not
trading due less knowledge of Share Market. They are fully aware about the Intraday
(Buying and Selling on same day) and the benefits of Intraday. Sharekhan is sending
reminders on the above issue but customers are not interested.

- 39 -

CHAPTER 7
SUGGESTIONS

- 40 -

From the above analysis of the survey and personal observation of the customer towards
the awareness of the share and the share company SHAREKHAN LTD. Lots of experience
gained from the survey. The observations and suggestions provided by the researcher will help
the company to survive in the market and also improvise their market potential in the current
competitive environment. With this the company should take immediate steps to improve the
nature of the business.
From the survey: 1) Most of the customers got information about the company only through the Friends. The
company should take necessary steps to concentrate on the advertisements. Through they
are advertising online, it is necessary to advertise in TV, radio, presses; only when they
give these kinds of advertisements they can get lots of customers. Also they have to go
for boarding, which can be viewed by everyone passing by.
2) The company should explain the benefits of intraday (buy today and sell today)
operations certain customers invest in shares.
3) The company should take necessary steps such as give reasonable Brokerage charges or
less Brokerage charges to customer according to competitors.
4) Many of the customers are not aware of software. This usefulness should be explained
to them by giving demonstration again and again which is necessary to them for buying
and selling the shares and for watching the market.
5) The company may think of deputing skilled Relationship Managers (RMs) to help the
customers through proper guidance and by passing on relevant information.

- 41 -

CHAPTER 8
CONCLUSION

- 42 -

On the basis of the study it is found that Sharekhan ltd. is better service provider than the
other stockbrokers because of their timely research and personalized advice on what stocks to
buy and sell. Sharekhan ltd. provides the facility of Trade Tiger as well as relationship manager
facility for encouragement and protects the interest of the investors. It also provides the
information through internet and mobile alerts that what IPOs are coming in the market and it
also provides its research on the future prospect of the IPO.
The company also organizes seminars and similar activates to enhance the knowledge of
prospective and existing customers, so that they feel more comfortable while investing in the
stock market.
Majority of the customers are very happy offers and schemes. Some customers are
concerned about Margin money, Annual Maintaince Cost and Brokerage charges. But according
to the data majority of the customers are highly satisfied with the Sharekhan ltd.
As Sharekhan ltd. customers are satisfied organization shall increase promotional
activities to spread good word of mouth of the Sharekhan ltd.

- 43 -

CHAPTER 9
BIBILIOGRAPHY

- 44 -

www.Sharekhan.com
www.economictimes.com
www.moneycontrol.com
www.bseindia.com
www.nseindia.com
www.sebi.gov.in
www.investors.com
www.investopedia.com

Previous project reports

News Papers

Sharekhan ltd.s brochures

Sharekhan ltd.s value Guide

- 45 -

CHAPTER 10
ANNEXURE

- 46 -

QUESTIONNAIRE

Name:
Age: a) 20 30
. Sex: a) Male

b) 30 40

c) 40 50

d) above 50

b) Female

Occupation: a) student
b) Pubic sector
c) Professional
d) Private Sector employee
e) Investor in stock market
1. Are you aware of online trading?
a) Yes
b) No
2. What is your opinion about shares?
a) Shares offer an investment opportunity
b) Shares make earn quick profit/ gain
c) Share is a part of an investment
d) Shares offer easy liquidity
3. How did you come to know about Sharekhan ltd. online trading share?
a) Share broker
b) Bankers
c) Friends
d) Online Advertisement
4. What is your objective behind investing in shares?
a) Tax saving
b) Earn high dividends
c) Easy liquidity
d) Capital appreciation in the long run
5. How frequently you invest in shares?
a) Monthly
b) Every 3 months
c) Every 6 months d) Others

6. How much risk can you take at a time?

a) Your whole money
b) Half of money
d) On particular brand only
e) cant say

c) Depends on market

- 47 -

7. Have you ever felt dissatisfied with any of the services of our company Sharekhan ltd. ?
a) Slow operation

b) Delayed correspondence

c) Inaccessibility to the service centred) Fund transfer facility

8. Are you satisfied by the brokerage charges of transactions when compared to other
competitors in the market?
a) Highly satisfied
b) Satisfied
c) Moderate
d) Dissatisfied
e) Highly dissatisfied
9. Are you satisfied by the options BTST/DELIVERY (buy today sell tomorrow) provided by the
company?
a) Yes
b) No

10. Are you aware of the absence of AMC (Annual maintenance charges) with reference to
Sharekhan ltd. ?
a) Yes
b) No
11. Are you aware of TRADE TIGER software, which is being used for the online transactions?
a) Yes
b) No
12. Are you satisfied by the overall services provided by Sharekhan ltd.?
a) Highly satisfied
b) Satisfied
c) Moderate
d) Dissatisfied e) Highly dissatisfied

- 48 -