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Buying from the primary market means that you buy them
directly from companies when they make new issues of
shares or come out with IPOs. You can also get rights issues
and bonus shares, but more on that later.
You can buy online too: If you have trading accounts with
online brokerages, you can apply online.
Hence, you may not get the number of shares you asked
for. There is also a chance that you may also not get an
allotment at all, in which case your money will be returned
to you.
Of course, you can also hold your shares for the long term if
you want, but most people opt out if the price on listing is
well above the price at which you were allotted the stocks.
Remember, you need to have a demat account before
applying for IPOs. Else your form will be rejected.