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A REPORTON

CUSTOMER SATISFACTION TOWARDS SHAREKHAN LIMITED

ByVINOD KUMAR GOPAL09BSHYD1095

A report submitted in partial fulfillmentOfThe requirements ofMBA Program ofIBS Hyderabad

Distribution List:

1) Mr.Vivek, HR (Company guide, Sharekhan)2) Mrs.Malathi Srinivasan (Faculty guide, IBS Chennai)

Date of submission: 14/05/2010

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ABSTRACT

The primary motive of the project is to study the satisfaction of customers towardsshare khan in terms of opening a d-mat account, customer services provided to them,online trading, brokerage commission and others. The study has helped to determine the overall satisfaction level of customers towardsshare khan and also in identifying areas to improve upon in customer satisfaction. The second part of the study was to find the perception and attitude of customerstowards share khan where it is compared with other organization. To determine the efficiency level of services provided by share khan. The project also includes suggestions and recommendations to share khan according tothe observations which will help in achieving better results for the company inthefuture.METHODOLOGY

In this research study, non-probability sampling will be used The data would be collected by way of questionnaire. A total number of 300 respondents would be approached for the study.Faculty Guide: Mrs. Malathi Srinivasan Company Guide: Mr. Vivek

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ACKNOWLEGDMENT

I express my sincere gratitude to my faculty guide Mrs.Malathi Srinivasan, IBS Chennaiand my company guide Mr.Vivek, Sharekhan , Chennai for supporting me throughouttheproject

Sharekhan has given me lot of scope for learning, during my course of work I wasable tounderstand the nuances of Sales and Marketing and a better understanding of theneed ofa Customer, the art of keeping a Customer Satisfied.

I would like to thank Mr.Bharathi, Assistant Manager,Sharekhan and Mr.Thulasiraman,City Sales Manager,Sharekhan for always encouraging me to take valuable initiativesduring my project and helping in understanding as to what goes on in selling a productand finer points of the Share market.

I thank all the employees of Sharekhan Limited, Chennai for their continuing support andfor providing me information whenever needed during the course of the project

VINOD KUMAR GOPAL

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TABLE OF CONTENTS

CHAPTER PARTICULARS PAGELIST OF TABLESLIST OF CHARTS121 INTRODUCTION1.1. INDUSTRY PROFILE1.2. COMPANY PROFILE492. OBJECTIVES 173. RESEARCH METHODOLOGY3.1. RESEARCH DESIGN3.2. SAMPLING DESIGN3.3. STATISTICAL TOOLS USED194. NEED FOR STUDY 235 SCOPE OF STUDY 256 LIMITATIONS 277 ANALYSIS & INTERPRETATION 29

8 FINDINGS 629 SUGGESTIONS 6410 MY EXPERIENCES 6611 CONCLUSION 7312 BIBLIOGRAPHY 7513 ANNEXURE 77

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LIST OF TABLES

TABLENO TITLE PAGENO1 AGE LIMIT OF RESPONDENTS 302 GENDER 323 OCCUPATION OF THE RESPONDENTS 344 ANNUAL INCOME LEVEL OF RESPONDENTS 365USAGE OF SHAREKHAN386SOURCE OF INFLUENCE407AWARENESS OF THE PRODUCTS428MARKET OPPORTUNITIES FOR SHAREKHAN INFUTURE 449

FEATURES OF SAHAREKHAN4610BASIS OF TRADING4811COMFORTABLE WITH NEWLY OPENEDBRANCHES 5012NO.OF COMFORTABLE RESPONDENTS5213SATISFICATION LEVEL OF SHAREKHAN

5414BROKERAGE RATE OF THE CHARGES.5615MAXIMUM RISK READY TO TAKE58

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LIST OF CHARTS

CHARTNO TITLE PAGENO1 AGE LIMIT OF RESPONDENTS 312 GENDER 333 OCCUPATION OF THE RESPONDENTS 354 ANNUAL INCOME LEVEL OF RESPONDENTS 375USAGE OF SHAREKHAN396SOURCE OF INFLUENCE417AWARENESS OF THE PRODUCTS438MARKET OPPORTUNITIES FOR SHAREKHAN INFUTURE 459

FEATURES OF SAHAREKHAN4710BASIS OF TRADING4911COMFORTABLE WITH NEWLY OPENEDBRANCHES 5112NO.OF COMFORTABLE RESPONDENTS5313SATISFICATION LEVEL OF SHAREKHAN

5514BROKERAGE RATE OF THE CHARGES.5715MAXIMUM RISK READY TO TAKE59

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CHAPTER 1INTRODUCTION

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INDUSTRY PROFILE

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1.1 INDUSTRY PROFILEOrigin of stock broking in IndiaThe origin of stock broking in India goes back to a time, when shares, debentures andbonds representing title to property were first issued on the condition of transfer from oneperson to another. The earliest record of dealings in securities in India is theEast IndiaCompanys loan securities.The advent of the companies Act 1850 and subsequent introduction of the principle oflimited liability, made investments in stocks and shares popular.Though stock broking was practiced in Calcutta as early as 1836, the members ofthebroking profession had neither any code of conduct for their guidance, nor any permanentplace for congregation.The stock brokers obviously, significant role in the stock market. Stock brokermeans amember of a recognized stock exchange who deals in securities. Until 1988, stockexchanges were more or less self-regulatory organizations. Their regulations covered the

entire gamut of operations of stockbrokers. However, they had not been discharging theirself-regulatory role well, resulting into malpractices in trading, settlement and transfer ofsecurities. Ever since the Securities and Exchange Board of India (SEBI) assumedthemonitoring function of brokers, stock broking is emerging as a professional service intune with the requirements of mature and sophisticated stock exchanges in the country,replacing its traditional closed character as inherited family business.To act as a broker, certificate of registration from the SEBI is mandatory. It is

empowered to impose conditions while granting the certificate that as a member of astock exchange he has to abide its rules, regulations and bye-laws, pay the prescribed feeand take adequate steps for the redressal of investorsgrievances within one month of thereceipt of the complaint and keep the SEBI informed about the number, nature andotherparticular of such complaints.

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DEPOSITORY PARTICIPANT

A Depository Participant (DP) is described as an agent of the depository. They arethe intermediaries between the depository and the investors. The relationship between theDPs and the depository is governed by an agreement made between the two under theDepositories Act. In a strictly legal sense, a DP is an entity who is registeredas such withSEBI under the provisions of the SEBI Act. As per the provisions of this Act, aDP canoffer depository-related services only after obtaining a certificate of registration fromSEBI.

SEBI (D&P) Regulations, 1996 prescribe a minimum net worth of Rs. 50 lakh forstockbrokers, R&T agents and non-banking finance companies (NBFC), for grantingthem a certificate of registration to act as DPs. If a stockbroker seeks to actas a DP inmore than one depository, he should comply with the specified net worth criterionseparately for each such depository. No minimum net worth criterion has been pre

scribedfor other categories of DPs. However, depositories can fix a higher net worth criterion fortheir DPs. NSDL requires a minimum net worth of Rs. 100 lakh to be eligible to becomea DP as against Rs. 50 lakh prescribed by SEBI (D&P) Regulations.

ACTING AS A PRINCIPAL

Stockbrokers also sometimes or exclusively trade on their own behalf, as a principal,speculating that a share or other financial instrument will increase or declinein price. In

such cases the term broker makes little sense and the individuals or firms trading inprincipal capacity sometimes call themselves dealers, stock traders or simply traders. [Astock broker is just the main part of being a City Trader. Other types of City Tradinginclude working in the Foreign Exchange.

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STOCK BROKER

`Investor requires a Stock Broker to buy and sell shares in stock exchanges (BSE,NSE etc.). Stock Broker is registered member of stock exchange. A stock broker canregister to one or more stock exchanges.

Only stock brokers can directly buy and sell shares in Stock Market. An investormustcontact a stock broker to trade stocks. Broker charge commissions (brokerages) for theirservice. Brokerage is usually a percent of total amount of trade and varies frombroker tobroker.

A stock broker is a person or a firm that trades on its clients behalf, the customer tellthe broker what they want to invest in and they will issue the buy or sell order. Somestock brokers also give out financial advice.

It wasnt too long ago and investing was very expensive because the customer had t

o gothrough a full service broker which would give them advice on what to do and wouldcharge them a hefty fee for it. Now there are a plethora of discount stock brokers.

STOCK BROKING SERVICES

A transaction on a stock exchange must be made between two members of the exchange

an ordinary person may not walk into the Bombay Stock Exchange (for example), and

ask to trade stock. Such an exchange must be done through a broker.There are three types of stock broking service.Execution-only, which means that the broker will only carry out the client'sinstructions to buy or sell.Advisory dealing, where the broker advises the client on which shares to buy andsell, but leaves the final decision to the investor.Discretionary dealing, where the stockbroker ascertains the client's investmentobjectives and then makes all dealing decisions on the client's behalf.In addition to actually trading stocks for their clients, stock brokers may also

offer adviceto their clients on which stocks, mutual funds, etc. to buy.

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VARIOUS STOCK BROKING COMPANIES IN INDIA

ICICIDirectShareKhanIndiabulls5PaisaMotilal Oswal SecuritiesHDFC SecuritiesReliance MoneyIDBIPaisaBuilderReligareGeojit

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COMPANY PROFILE

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1.2 COMPANY PROFILESHAREKHAN LTD

Sharekhan is leading India-based financial services group, part of Citi Financial Ltd thatoffers Institutional Equities and Investment Banking services. Sharekhan deals onlinetrading with products like equities, derivatives, mutual funds and portfolio management.Sharekhans online trading and investment site www.sharekhan.com was launched in2000. Sharekhans ground network includes over Sharekhan has over 679 branches in234 cities and about six lakh trading members. Sharekhan has won the prestigiousConsumer Vote Awards 2005 for the Most Preferred Stock Broking Brand in India, in theInvestment Advisors category.

Name of the company was changed from SSKI Investor Services Private Limited toSharekhan Private Limited on 4th October 2005.

Sharekhan has won the prestigious Awaaz Consumer Vote Awards 2005 for the MostPreferred Stock Broking Brand in India, in the Investment Advisors category.Sharekhan Limited was promoted by Mr. Shripal S Morakhia and Mr. Shreyas S

Morakhia. It was established in 1999-2000. It is currently amongst India's largest brokinghouse. It is a member of the Stock Exchange, Mumbai. It is a depository participant ofthe National Securities Depository Limited and Central Depository Services (India)Limited. Its business includes stock broking, depository services, portfolio managementand derivatives.

The Company's core specialty lies in its retail distribution with a large network ofbranches and sub-brokers/ authorized persons. Its strength lies in its investmen

t researchcapabilities. Its research division has several analysts continuously monitoringglobal,national and regional political, economic and social situations so as to assesstheir impacton the economy in general, the sectors and companies they research which helps them inoffering quality research and advice to clients.

Presently Citigroup is holding 75% and IDFC 12% of the paid up equity capital oftheCompany and the Employees own the rest i.e. 13%.

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FEATURES OF SHAREKHAN LTD:

Multiple exchanges on a single screen Intra-day calls and flash news Historical charts with technical tools Streaming quotes 24x7 web enabled back office Auto pay-in of shares Online transfer of fundsE-broking facility is one such effort, which gives you access to state-of-the-art tradingplatform with multiple exchanges, order and trade confirmations, research reports, e-contracts and a 24x7 on-line web enabled centralized back-office system at the click of abutton.

Portfolio Management Services:

Sharekhan offers discretionary PMS to investors in order to assist them in managing theirfunds amidst continuous changing market dynamics and increase complexities ofinvesting. Investing in equity, markets require in-depth knowledge and thorough

analysiscoupled with clear understanding of domestic and international economies. Investorsneed the services of an expert to manage their funds and deliver good returns indiversemarket conditions. Continuous wealth creation with an emphasis on capital preservationin todays complex markets. In order to systematically diversify the holdings of clientsacross varied sectors and with an intention to give them handsome returns.

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Mutual Fund Distribution & Advisory:

To enable clients to diversify their investments in their direction, Sharekhan Ltd hasadded another product in its range with mutual funds:

.Customized investments solutions based individual financial goals aligned with

your risk appetite

.Access to in-depth research & proper selection from diversified funds based on

your preferred criteria

.Customized reports at desired frequency

.Ratings and rankings of all MF from our in-house expert analysts

.

Current and historical performance of different funds enabling comparisons

.News and alerts for concern Portfolio and performance tracking with watch lists

.Online MF applications/ online order status tracking/ online updating of unit

holdings at latest NAV/ online dividend payout & reinvestment facility.

Brokerage:

Some stock trading companies charge direct percentage while others charge a fixe

damount per Rs100. Sharekhan charges 0.5% for delivery trading and 0.1% for intradayor one could say Sharekhan charges 50 paisa per Rs 100.

To sum up, Sharekhan brings to the customer, a user-friendly online trading facility,coupled with a wealth of content that will help them stalk the right shares.

Sharekhan's equity related services include trade execution on BSE, NSE, Derivatives,commodities, depository services, online trading and investment advice. Tradingis

available in BSE and NSE. Along with Sharekhan.com website, ShareKhan has around679 offices (share shops) in 234 cities around the country.

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SERVICES OF SHAREKHAN:

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PRODUCTS OF SHAREKHAN

ShareKhan Classic account

Allow investor to buy and sell stocks online along with the following features likemultiple watch lists, Integrated Banking, demat and digital contracts, Real-timeportfolio tracking with price alerts and Instant credit & transfer.

a. Online trading account for investing in Equities and Derivativesb. Free trading through Phone (Dial-n-Trade) Two dedicated numbers for placing your orders with your cell phoneor landline. Automatic funds transfer with phone banking (for Citibank andHDFC bank customers) Simple and Secure Interactive Voice Response based system forauthentication get the trusted, professional advice of our telebrokers After hours order placement facility between 8.00 am and 9.30 amc. Integration of: Online trading + Bank + Demat accountd. Instant cash transfer facility against purchase & sale of sharese. IPO investments

f. Instant order and trade confirmations by e-mailg. Single screen interface for cash and derivatives2. ShareKhan Speed Trade accountThis accounts for active traders who trade frequently during the day's tradingsession. Following are few popular features of Speed Trade account.

h. Single screen interface for cash and derivativesi. Real-time streaming quotes with Instant order Execution & Confirmationj. Hot keys similar to a traditional broker terminalk. Alerts and remindersl. Back-up facility to place trades on Direct Phone lines14 | P a g e

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WHY YOU SHOULD CHOOSE SHAREKHAN

Experience: More than Eight decades of trust and credibility in the Indian StockMarket.

Technology: Buy and sell of shares through Online services.

Accessibility: Ground Network of 234 share shops.

Knowledge: In a business where the right information at the right time can translate intodirect profits, you can access to a wide range of information on our content-rich portalwww.Sharekhan.Com You will also get a useful set of knowledge based tools that willempower you to take informed decisions.

Convenience: You can call our Dial-n-trade number to get Investment advice andexecute your transactions (Buy & Sell Orders).We have a dedicated call center toprovidethis service via a to free number from any where in India.

Customer service: Our customer service team will assist you for any help that yo

u needrelating to transactions, billing, De-mat and other queries. Our customer services can becontacted via a toll-free number, email or live chat on sharekhan.com

Investment Advice: Sharekhan has dedicated research teams for fundamental andtechnical research (like Pre-Market report, Post market reports)

Our analyst constantly track the pulse of the market and provide timely investment adviceto you in the form of daily research emails ,online chat, printed reports and SMS on yourphone.

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Advantages of Sharekhan:

1.Online trading is very user friendly and one doesn't need any software to access.2.They provide good quality of services like daily SMS alerts, mail alerts, stockrecommendations etc.3.Sharekhan has ability to transfer funds from most banks. Unlike ICICI Direct,HDFC Sec, etc., so investor not really needs to open an account with a particularbank as it can establish link with most modern banks.4.Sharekhan has provided every customer with software called TRADE TIGER,which enables the user to know various things about the market such as marketdepth, the live market screen need not be refreshed, comparative charts areavailable for every share etc.5.One another feature of the trade tiger is the visibility of the commodity marketalong with the share market.

6.All accounts in share khan will be opened within three working days, once thecustomer duly completed the registration procedure.Disadvantages of Sharekhan:

1.They charge minimum brokerage of 10 paisa per stock would not let you tradestocks below Rs.20.2.Classic account holders cannot trade commodities.3.The number of branches should increase to cast a wider net.16 | P a g e

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OBJECTIVESPRIMARY OBJECTIVE

.To study the overall satisfaction level of the customers with particular referenceto Share khan services.

.To identify various ways to improve the customer satisfaction level at Share khan.

SECONDARY OBJECTIVE

.To identify the customer awareness of products of share khan ltd.

.To identify the need of the customers.

.To give suggestion to company in order to improve the satisfaction.

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CHAPTER 3

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Research methodology is way to systematically solve the research problem. Research, incommon terms refers to a search for knowledge. Research methodology consists ofdifferent steps that are generally adopted by a researcher to study the researchproblemalong with the logic behind them.

3.1 RESEARCH DESIGN:.Research design is the plan, structure and strategy of investigation conceivedso as to obtain answers to research question.

.Descriptive research design was chosen for the present study.

DATA SOURCES:

The study is mainly based on the data collection from primary as well assecondary sources.

Primary data: Data collected for specific purposes in the form of questionnaire

Secondary data: Data existing in the form of Books, Internet, Catalogues etc.

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3.2 SAMPLING DESIGN:Definition of population: All the customers of share khan.Sampling procedure: A non probability sampling technique is adopted.Sampling size: A sample of 300 customers was selected from the target populationforthe study.

RESEARCH METHODOLOGY:

Research design : descriptive in nature.Data source : data collected from primary and secondary sources.Primary data : primary data is collected from the respondent throughthese structured questionnaires.

SAMPLING DESIGN:Sample size : 300Sampling procedure : Convenience samplingStatistical tool : Percentage method, mean, chi-square test.

STATISCAL TOOLS:

For the purpose of analysis, Mean and percentage methods are used for thecalculation and the result was interpreted. This test was used to minimize the error of thedata collected. Graphs were used to represent the data for the better and accurateinterpretation of the result.

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3.3 STATISTICAL TOOLS USED:Sample tools are used for analyze purpose, they are follows:

1. Percentage analysis2. Mean method.3. Chi-square test.PERCENTAGE ANALYSIS:

Percentage refers to a special kind of ratio in making comparison between two ormore data and to describe relationships between the data. Percentage can also beused tocompare the relative terms, the distribution of two or more series of data.

Percentage= no of respondent/ total respondent*100

CHI-SQUARE TEST ANALYSIS:

Chi-square test is used to find whether two or more attributes are associated.Inorder to test the association of the attributes, null hypothesis and the alternate hypothesisare taken.

Null hypothesis (HO) states: the two attributes are independent of eachother.alternete hypothesis (HI) states: the two attributes are dependent on eachother.

PERIOD OF STUDY:

The duration of the study is from February to May.

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CHAPTER 4NEED FOR STUDY

NEED FOR STUDY

Good customer service is the lifeblood of any business. You canoffer promotions and slash prices to bring in as many new customers as you want,butunless you can get some of those customers to come back, your business wont beprofitable for long.

Customer satisfaction is all about bringing customers back. Andabout sending them away happy happy enough to pass positive feedback about yourbusiness along to others, who may then try the product or service you offer forthemselves and in their turn become repeat customers.

Customer satisfaction is very important because, the customer issatisfied when only the product/service meets the customers needs, wants, andexpectations. To further understand customer satisfaction, we must take a deeperlook atthe levels of specific satisfaction. We must also recognize that there are levels ofcustomer satisfaction that, in a sense, define the basic ingredients what the cu

stomersreally want.

Every organization needs to improve level of customersatisfaction and identify customer preference over various products so that theycanimplement measures to enhance customer satisfaction levels and to attract potentialCustomers. Hence a study has been undertaken on customer satisfaction.

The project aims at studying the customer satisfaction towards Sharekhan in terms of opening a d-mat account, customer services provided to them, online

trading, brokerage commission, etc. It would include identifying the various groups ofsatisfied and unsatisfied customers and to know the reasons for the same. Further any

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suggestive methods that can be adopted to attain or regain customer satisfactionwill beput forth. Also any further plans that would help share khan in exceeding customerexpectations will also be identified. It would help the company to improve its CRMpractices.

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CHAPTER 5SCOPE OF STUDY

SCOPE OF THE STUDY

.The research study was confined to the geographical limits of Chennai city.

.The focus of this study was only on the satisfaction level of the customers.

.This report helps the stock broker to identify the expectations of the customers

and serve better.

.It will also provide future growth opportunity.

.It will improve the awareness of various products of sharekhan.

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CHAPTER 6LIMITATIONS

LIMITATIONS

.The survey was restricted to Chennai city , hence the findings cannot begeneralized.The sample size is only 300 but the customers of sharekhan are much higher. sothe sample size wont represent the whole population..The survey was limited during the short span.. Biased answers are unavoidable..Respondents are busy.

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CHAPTER 7ANALYSIS & INTERPRETATION

ANALYSIS & INTERPRETATIONAGE LIMIT OF RESPONDENTSTable-1

S.No. Particulars No. of Respondents % of Respondents1 Below 30 79 26.3%2 30-40 95 31.7%3 41-50 77 25.7%4 Above 50 49 16.3%Total 300 100%

INTERPRETATION:

This table shows that 31.7% of the respondents belongs tothe age of (30-40) followed by 26.3% of the respondents belongs to the age of below20.The least number of respondents 16.3% belongs to the age group above 50.

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AGE LIMIT OF RESPONDENTSChart-1

26%26%16%below3030-4041-50above5032%

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GENDERTable-2

S.NO Particulars No.of.Respondents % of Respondents1 Male 212 70.7%2 Female 88 29.3%Total 300 100%

INTERPRETATION:

70.7% of the respondents are male and remaining 29.3% are

female.

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GENDERChart-2

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OCCUPATION OF THE RESPONDENTSTable-3

S.NO Particulars No of therespondents% of the respondents1 Self-employed 75 25%2 Private employee 164 54.7%3 Govt.employee 36 12%4 student 25 8.3%Total 300 100%

INTERPRETATION:

This table shows that 54.7% of the respondents are privateemployee followed by 25% are self-employed and the minimum respondents 8.3% arestudents.

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OCCUPATION OF THE RESPONDENTSChart-3

25% 12%8%self-employedprivate employeegovt.employeestudent

55%

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ANNUAL INCOME LEVEL OF RESPONDENTSTable-4

S.NO Particulars No.of.particulars % of the Respondents1 Below 5 lakhs 56 18.7%2 5 lakhs to 10 lakhs 95 31.7%3 10 lakhs to 15 lakhs 88 29.3%4 Above 15 lakhs 61 20.3%Total 300 100%

INTERPRETATION:

This table shows that 31.7% of the respondents comes under theincome level of 5 to 10 lakhs followed by 29.3% comes under the income level of10 to15 lakhs and 20.3% of the respondents income are 15 lakhs. The least no of therespondents 18.7% comes under the income level below 5 lakhs.

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ANNUAL INCOME LEVEL OF RESPONDENTS

Chart-4

100806040

29.3%

20.3%

18.7%

200Below 5 lakhs 5 -10 lakhs 10-15 lakhs Above 15lakhs

31.7%no.of

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USAGE OF SHARE KHANTable-5

S.No Particulars No. Of Respondents % of respondents1 Below 3 years 124 41.3%2 3-6 years 92 30.7%3 More than 6 years 84 28%Total 300 100%

INTERPRETATION:

From the above table it shows that 41.3% of the respondentsare using sharekhan for 3 years and 30.7% of the respondents are using for 3-6 years.Remaining 28% of the respondents are using for more than 6 years.

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USAGE OF SHAREKHANChart-5

41%28%Below 3 years3-6 yearsmore than 6years31%

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SOURCE OF INFLUENCETable-6

S.NO Particulars No. Of respondents % of respondents1 Advertisement 64 21.3%2 Internet 106 35.3%3 Friends 72 24%4 Individual preference 58 19.3%Total 300 100

INTERPRETATION:

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This table shows that 35.3% of the respondents influenced byinternet followed by 24% of the respondents are by friends and 21.3% influencedbyadvertisement.

SOURCE OF INFLUENCEChart-6

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120100806040200

19.3% 24%35.3%21.3%Advertisement Internet Friends IndividualpreferenceNo.of respondents % of respondents

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AWARENESS OF THE PRODUCTS

Table-7

S.No Particulars No. of Respondents % of Respondents1 Yes 227 75.7%2 No 73 24.3%Total 300 100%

INTERPRETATION:

The above table shows that the 75.7% of the respondents areaware of the sharekhan products and remaining 24.3% of the respondents not awareofsome products.

AWARENESS OF THE PRODUCTS

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Chart-7

76%24%YesNo

MARKET OPPORTUNITIES FOR SHAREKHAN IN FUTURE

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Table-8

S.NO Particulars No. Of Respondents1 Excellent 1082 Good 933 Better 764 Worse 23Total 300

Mean= ((108*4) + (93*3) + (76*2) + (23*1))/300=886/300=2.95

INTERPRETATION:

A majority of the respondents (2.95) said that the opportunitiesfor sharekhan will be good in future.

MARKET OPPORTUNITIES FOR SHAREKHAN IN FUTURE

Chart-8

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23

10893

FEATURES OF SAHAREKHAN

Table-9

excellentgoodbetterworse

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S.NO Particulars No. Of respondents % of respondents1 Time management 46 15.3%2 Better service 98 32.7%3 Easy Accessibilities 74 24.7%4 Customer satisfaction 62 20.7%5 All the above 20 6.6%Total 300 100%

INTERPRETATION:

The above table shows that 32.7% of the respondents felt thatbetter service is provided, 24.7% of the respondents said that easy accessability.20.7% ofthe respondents said they are fully satisfied and remaining 6.6% of the respondentssatisfied with all the above features.

FEATURES OF SAHAREKHAN

Chart-9

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6.6%20.7% 24.7% 32.7%15.3%0204060801001206.6%20.7% 24.7% 32.7%15.3%020406080100120Time Better service Easy Customer All the abovemanagement Accessibilities satisfication

No.of respondents

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BASIS OF TRADINGTable-10

S.NO Particulars No. Of respondents % of respondents1 Market tips 118 39.3%2 Newspaper 64 21.4%3 Technical/fundamentalanalysis79 26.3%4 Others 39 13%Total 300 100

INTERPRETATION:

The above table shows that 39.3% of the respondents tradeunder market tips, 26.3% of the respondents trade under technical & fundamentalanalysis and remaining 13% of the respondents trade under different sources.

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BASIS OF TRADING

Chart-10

13%26.3% 21.4%39.3%020406080100120140Market tips Newspaper Techinical/Fundamental Othersanalysis

% of respondents

COMFORTABLE WITH NEWLY OPENED BRANCHES

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Table-11

S.No Particulars No. of Respondents % of Respondents1 Yes 207 69%2 No 93 31%Total 300 100%

INTERPRETATION:

The table shows that 69% of the respondents comfortable withnewly opened branches and remaining 31% of the respondents are not comfortable withthat.

COMFORTABLE WITH NEWLY OPENED BRANCHES

Chart-11

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69%31%69%31%YesNo

NO.OF COMFORTABLE RESPONDENTS

Table-12

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43%22.6% 24.7%9.7%02040608010012014043%22.6% 24.7%9.7%020406080100120140Easy accessibity Better service Product range Others

No.of respondents

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SATISFICATION LEVEL OF SHARE KHAN

Table-13

S.NO Particulars No. Of Respondents1 Highly satisfied 932 Satisfied 1443 Highly dissatisfied 424 Unsatisfied 21Total 300

Mean = (93*4) + (144*3) + (42*2) + (21*1)/300=909/300=3.03

A majority of the respondents (3.03) are satisfied with the services provided byshare khan

SATISFICATION LEVEL OF SHAREKHAN

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Chart-13

Highly Unsatisfied

Highly satisfied dissatisfiedSatisfied

Highly satisfied

SatisfiedHighly dissatisfiedUnsatisfiedBROKERAGE RATE OF THE CHARGES

Table-14

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S.NO Particulars No. Of Respondents1 Very high 1082 High 873 Moderate 844 Low 21Total 300

Mean = (108*4) + (87*3) + (84*2) + (21*1)/300=882/300=2.94

A majority of the respondents (2.94) said that the brokerage rate is moderate.

BROKERAGE RATE OF THE CHARGESChart-14

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020406080100120Very high High Moderate Low

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MAXIMUM RISK READY TO TAKE

Table-15

S.NO Particulars No. Of respondents % of respondents1 0-10% 119 39.7%2 10-20% 65 21.7%3 20-50% 79 26.3%4 More than 50% 37 12.3%Total 300 100%

INTERPRETATION:

The table shows that up to 10% of the respondents are ready totake 39.7% of risk.26.3% of the respondents are ready to take risk up to 50% andremaining 12.3% of the respondents are ready to take more than 50% of risk.

MAXIMUM RISK READY TO TAKE

Chart-15

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120100806040200

39.7%21.7% 26.3%12.3%0-10% 10-20% 20-50% More than 50%

No.of respondents

% of respondentsHo:-There Is No Relationship between Age and Risk Taking

RiskTaking/Age 20-30 31-40 41-50 >50 Total

0-10% 31 43 27 18 119

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10-20% 19 15 18 13 6520-50% 15 24 25 15 79More than50% 14 13 10 -37Total 79 95 80 46 300

E(11)= (119*79)/300=31.3E(12)=(119*95)/300=37.7E(13)=(119*80)/300=31.7E(14)=(119*46)/300=18.3E(21)=(65*79)/300=17.1E(22)=(65*95)/300=20.6E(23)=(65*80)/300=17.3E(24)=(65*46)/300=9.6E(31)=(79*79)/300=20.8E(32)=(79*95)/300=25.0E(33)=(79*80)/300=21.1E(34)=(79*46)/300=12.1E(41)=(37*79)/300=9.7E(42)=(37*95)/300=11.7E(43)=(37*80)/300=9.9

OI EI (OI-EI)^2/EI

31 31.3 0.00287539943 37.7 0.74509283827 31.7 0.69684542618 18.3 0.00491803319 17.1 0.2111111115 20.6 1.522330118 17.3 0.028323713 9.6 1.20416667

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15 20.8 1.6173076924 25 0.0425 21.1 0.7208530815 12.1 0.6950413214 9.7 1.9061855713 11.7 0.1444444410 9.9 0.84949495TOTAL 10.38899

Hence the calculated value of .2 =10.38899

Degrees of freedom = (4-1) (4-1)=9

The table value of .2 for nine degrees of freedom at 5 percent level of significanceis16.919.

The calculated value of .2 is less than the table value and is considered as insignificant.The null hypothesis is rejected and the alternate hypothesis is accepted and hence there is

relationship between age and risk taking.

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CHAPTER 8FINDINGS

FINDINGS:

.31.7% of the respondents belong to the age of (30-40)..70.7% of the respondents are male and remaining 29.3% are female..35.3% of the respondents influenced by internet..75.7% of the respondents are aware of the sharekhan products..39.3% of the respondents trade under market tips..32.7% of the respondents felt that better service is provided.A majority of the respondents (2.94) said that the brokerage rate is moderate.

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.A majority of the respondents (3.03) are satisfied with the services provided bysharekhan.

.54.7% of the respondents are private employee.

.24.3% of the respondents not aware of some products.

.43% of the respondents are comfortable with easy accessibility.

.39.7% of the respondents are ready to take risk up to 10%.

.Dial and trade services are best according to the customers.

.The trading software is friendly user to the customers.

.Research reports and script recommendations are being provided.

.Sharekhan website provides the best outlook to the new investors.

.The brokerage rate is high as compared to the other broking firms.

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CHAPTER 9SUGGESTIONS

SUGGESTIONS

.From the study it was found that the level of awareness is high and to get moreawareness, the company can do more advertisement through internet, brochuresetc

.The brokerage rate is high. So the company can decrease the charges forbrokerage, along with the other services than before. This will helpful to get moreinvestors.

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.The company should more concentrate to the age group of 30-40.so that they willinvest more than before.

.The company can provide more market tips through SMS.

.From the study it was found that the market opportunity for sharekhan will beexcellent in future.

.It was found that the exiting customers were not aware of the new productslaunched. So the company should deliver the message about the new productslaunched.

.Increase the level of employees (relationship manager, sales executives) toachieve more targets.

.Various sales promotion techniques can be introduced.

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CHAPTER 10MY EXPERIENCES

Sales and marketing

.When the internship took off, to understand the different tasks of a marketingperson and that of a group was the crux.

.The driving force or the soul of any company like share khan is sales along withthe actual processes that come with the marketing mix.

.The real building blocks of sales are the 3 cs which are Coax, convince andcustomer. The customer is the essential ingredient in this mix.

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.In an era where a large number of companies are trying to outsell each other, theinnovation in terms of sales has increased manifold and in order to jet past therestselling has become creative.

Why it is important for a marketing intern to learn the nuances of sales

. The backbone of both the marketing and the internship starts off with sales andthus in terms of growth the marketing team has to exhibit its capabilities in termsof sales.

.The creativity involved in marketing has to be applied to sales in terms ofachieving numbers along with the other attributes associated with it.

.Finally, the whole process of convincing a customer, understanding his needsends with selling a product.

.A product cannot be sold without a customer and a customer cannot be foundwithout a customer database, so the process is initiated by building a customerdatabase.

Building and Expanding Customer Database:

.To sell a product one has to build a customer database so as to pursue potentialcustomer and every customer added to the company is a small victory in itself.

.

There were several ways to expand the customer database. One was to give outpamphlets which was distributed all across the city either by setting up

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Vantage points or in IPL matches which was an ideal time to connect withpeople.

.The customer database expanded everyday and the next phase was to convinceany of these customers into opening an account.

.Making calls to all the customers was a responsibility that was taken up everydayregardless of field work.

.The calls made were an integral part of the project as the ability to convince acustomer was increasing with every call.

.There were customers who put an end to a call abruptly and there were otherswho listened to what was being said but finally did not agree to open an account.

.

The company had several plans for customers to work with, so the customer hadto be explained about all the intricacies of it and convince him that it in factwasthe best plan that has ever been offered.

.As the internship progressed, there were several ideas that started flowing intoselling to expand the companiesproducts.

.The ideas were more on the lines of building a stronger customer database whichin turn had lead to more customers.

.One of those ideas was to visit a college and conduct a seminar about the servicesoffered by share khan. The college visit was an eye opener to know the mood ofa student towards d-mat accounts and online share trading.

New packages newer customers:

.The internship entered its second month and there was a lot of festivity and tosavor them the company introduced new plans and packages.

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.The plans were to reduce the brokerage commission for an account in intra daytrading and there were other packages as well but this generated a lot of interest.

.Smart packaging of this product led to increase in sales as this was one of thelowest commissions offered in the market.

.New packages meant newer customers, while expanding the customer databasewas a pretty useful as it meant more people to be convinced and the conversionrate was higher than expected during this period.

.Higher conversion rate is the higher rate of conversion of calls to customers.

.The idea of putting forward some of these plan to relatives and friends who wereamong potential customers worked.

.

The discussions everyday with the city sales manager and the assistant manageron how to improve the sales were of prime importance as it helped as to how thepressures of targets should be withstood.

. Experiences: Ground level

.As each week passed by the experiences of meeting customers at ground levelwas refreshing as each person had a thing or two to say.

.One had to put up with all the positive and negative feedback about the companyand put things into perspective for the customers.

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.The negative feedback shall be reported back to the company in a step to improveon specific areas

.So, sales was not just about selling products or services but also taking responsesfrom customers.

.All the endurance test had to be passed at the ground level and it had all themakings of a grueling period of sales and one that would be put right on track fora hard term of corporate life which is to follow.

.Parks, stadiums, clubs, and malls everything was to put under the scanner forclients and to add to the growing list of customers.

.It was not just people who were working that were the focus but also students,business people also were potential targets.

.It was a big learning curve as each customer passed by and all the different waysto talking to a customer was learnt.

.Some experiences that one had to go through was sometimes grueling as somecustomers were very hard to convince.

.As days went by it was a tough task to find new customers and add to thecustomer kitty and new targets had to be achieved.

Interactions and improvements

.All the different promotional activity that will help in sales was discussed with thecity sales manager.

.The target was kept in mind or was the primary focus of discussion with theassistant manager.

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.Also to have an in-depth understanding of the company there was an interactionsession with all the staff of share khan..The interaction had gone long away in improving the convincing abilities of abeginner in sales.

.The know-how of product and services of share khan went a long way inachieving targets.

Process of opening an account

The process of opening of opening a d-mat account:a) A form has to be filled with all the details about the customer along with hissignature.

b) The customers address proof, photo id proof, pan card is collected.

c)Three check leafs duly signed by the customer is also needed.

The above three steps are standard procedures that have to be followed while opening anaccount.

Best Trainee Award

.Once I got to terms of sales and marketing and in which I learnt a lot about anditwas all about long term targets now.

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.The target was to achieve an award for the best trainee the company has ever had,it was that motive that kept me going along with the motivation given by thefaculty and company guides as well.

.I had become well versed with the services and wanted to achieve something andI had the best trainee award within sight.

.The magic number to receive the award was 28but I have gone two stepsfurther in attaining 30customers and thereby in turn getting the award.

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CHAPTER 11CONCLUSION

CONCLUSION

Online trading services have cast a spell on the Customers due to betteronline services, easy accessibility and time management.

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For the company to sail past the rest it has to build on the alreadyexisting software that is available to the user, which will pave the way for anillustriousjourney.

Both the company and the customer can benefit from theadvancements in the field of online trade services thus finding avenues to improve upon.

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CHAPTER 11BIBLIOGRAPHY

BIBLIOGRAPHY

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CHAPTER 12ANNEXURE

ANNEXURE

QUESTIONNAIRE

Dear Respondent,

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I am vinod kumar, M.B.A student of IBS, HYDERABAD. I am doinga project work titled Customer satisifaction towards Share Khan Ltd. I kindlyrequest you to fill this questionnaire.

1. Name: _______________2. Age:(a) 20-30 (b) 31-40 (c) 41-50 (d) 50 and Above3. Gender:(a) Male (b) Female4. Occupation:(a) Self Employed (b) Private Employee (c) Govt. Employee (d) Student5. Income per Annum(a) 1 Lakh to 5 Lakhs (b) 5 Lakhs to 10 Lakhs(c) 10 Lakhs to 15 Lakhs (d) 15 Lakhs & above6. How long you been using this Sharekhan?(a) Below 3 years (b) 3-6 years (c) More than 6 years7. From where you come to know about share khan?(a) Ad (b) internet (c) Friends (d) Word of mouth8. Are you aware of the products offered by Sharekhan?(a) Yes (b) No9. What will be the market opportunities for Sharekhan in future?(a) Excellent (b) Good (c) Better (d) Worse10. By what feature Sharekhan different from competitor?

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(d) Customer Satisfaction (e) All the above11. On what basis do you trade?(a) Market tips (b) newspaper (c) technical/fundamental analysis(d) Others.12. Are you comfortable with the newly opened Share khan branches at your nearplace opened than before?(a) Yes (b) No13. If Yes, because of(a) Easy accessibility (b) Better Service (c) Product Range(d) Others14. If No, Why?15. How do you feel about the services provided by Share khan?(a) Highly Satisfied (b) Satisfied (c) Highly Dissatisfied(d) Unsatisfied16.How do you feel about the brokerage rate charged by Share khan?

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17.What is the maximum risk that you are ready to take?

(a) Up to 10% (b) 23% (c) 50% (d) above 50%18.Suggestions for future development.

THANK YOU.

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