Copy of CRM-Shriram

8/4/2019 Copy of CRM-Shriram

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EXECUTIVE SUMMARY

The Present business scenario is totally consumer oriented. Every company faces

stiff competition from its competitors, each provides the best product at

competitive rates. As a result customers have lot of choices to get the best with the

least cost. To face this competition, it is very important to know customers

behavior, there needs, preference and also the motivation factors.

My Project was on Cusmtmer Relationship Marketing of Financial Products Dealing

in the financial product with in Hyderabad. to know the Motivational &

demotivational factors of the client so as to cater the needs in most appropriate

manner. It will help business to expand its network & also its services.

I had done my project under the guidance of My Guide Mr. praveen (Branch

Manager) Mr. Ramu (senior relationship manager) and MR Vijay

(Relationshipmanager) whose guidance helps me in completing my Project Work

Successfully.

SHRIRAMINSIGHT Limited Provide its Expert service in Capital market Operations to

institutional Investors. Company is a Member of National Stock Exchange as well as

Bombay Stock Exchange. SHRIRAMINSIGHT is slowly but steadily gaining market

share and goodwill in the Market. Its strategies for marketing its services as well as

developing a good Relationship Marketing with its client has given an edge over the

other service providers. SHRIRAMINSIGHT is on expansion path and is looking

forward to be in the top. SHRIRAMINSIGHT is a very flexible organization and its

gives equal opportunity to its young and energetic staff to work so as to bring this

organization among the top.


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This project also throws lights on the working frame of broking service. This industry

is on the spree to adopt the latest technology and thus any player has to be

dynamic in this industry. The comparative analysis done in this project show how

SHRIRAMINSIGHT has built competitive edge on some

ground. The Project help you understand the strategies of this industry right from

De-Mat to Trading, Margin to analysis and risk to return. I hope this project prove to

be beneficial for the

Company and also give the reader a through idea about the industry. I learnt a lot

through out the process of undertaking this project report.

To fulfill my task I had to visit the client personally who are dealing in share trading

with this company or some other broking house.

For this project I was assign the target of 10d- mat accounts, for which I first

generated the database and made appointment with them and convert them in as

traders of SHRIRAMINSIGHT Limited, for this I have to convince them and explain

the concept and collect the Trading Form and a cheque of Rs. 5000 only.

After going through the exercise I found that SHRIRAMINSIGHT is one of the

upcoming companies in the Marketing of financial Product, as the credibility of other

companies are going down in the market and it is the right time for the

SHRIRAMINSIGHT to built its reputation in the market. The Main reason for

SHRIRAMINSIGHT low market share is because of local brokers in the market which

a charging very less Margin as initial investment for Trading in Stock Market.


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But No doubt it is having lots of scope to grow in the financial Market, and I wish it is

having a shining future in the coming years.

OBJECTIVES

Primary Objective:

To Study how to build a relationship marketing in Capital Market.

Secondary Objective:

To study various financial products like Equity, Mutual Funds, Commodity&

Portfolio Management Services.

To Study the various services provided by Broker house to there clients.

To know investors experience in capital market

To study what other services investors expect from their broker house.

2 Need for the study:

For the success of every business customers are at the core center. Customers are the one who

consume and use the product. So they decide what to buy and what not to buy. Products or

services which meets the requirement or the needs are preferred. But in any business or industry

there is no monopoly of one company, there are always competitors. These competitors never let

you standby.

External environmental factors, internal factors, influence the scope of the business. So in such a

competitive environment customer satisfaction becomes of prime importance. If customers are


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satisfied they will become an asset for the company on whom it can rely. But if the customers are

dissatisfied they will switch over to competitors brand and will be a loss for the company.

Effective marketing focuses on two activities: retaining existing customers and adding new

customers. Customer satisfaction measures are critical to any product or service company

because customer satisfaction is a strong predictor of customer retention, customer loyalty and

product repurchase.

Customer who are satisfied are also loyal. So there is less possibility that they will revoke to the

company. So in such scenario customer satisfaction needs to be analyzed. It will give an insight

into where the company is falling short of the expectations of the customers. So that it can

improve upon it and gain customer satisfaction.

In the Brokerage industry IndiaInfoline, JRG Securities are some of the competitors of

ShriramInsight . In such a competitive market ShriramInsight cannot afford to miss on the

customers. So it becomes necessary to know the customer satisfaction. In Brokerage industry

market share wise IIFL are the leaders. To take over the top position ShriramInsight needs to

be the best company and for it ,it should satisfy its customers. So this research project becomes

critical and important from ShriramInsight s perspective.


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RESEARCH METHODOLOGY

Research:-

The study of research method provides you with the knowledge and

skills you need to solve the problem and meet the challenges of the fast-

based decision. Marketing environment we define Business Research as a

systematic inquiry whose objective is to provide information to solve

managerial problem.

It seeks to find explanation to unexplored phenomena to clarify the

doubtful facts and to correct the misconceived facts.

Types of Research:

Descriptive Research:

Descriptive study is a fact- finding investigation with adequate

interpretation. It is the simplest type of research. It is more specific than anexplanatory study, as it has focus on particular aspect of the problem

studied. It is designed to get her descriptive information and provide

information for formulating more sophisticated studies. Data are collected by

using one or more appropriate method, observation, interviewing and mail

questionnaire.

Type of Data Used:-

There are basically two types of Data

Primary Data

Secondary Data

Primary Data:-


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Primary Data is first hand information that the researcher collects. It helps in

collecting useful and most accurate information that is needed for the researcher to

do his research.

Sources of Primary Data:-

Questionnaire

Interview Schedule

Secondary Data:-

Secondary data is what the researcher collects from different sources. It also

help researcher to get elaborate information to do his research.

Sources of Secondary Data:-

Internet

Journals

Target Group/ Population:-

As this research is based on Relationship Marketing my Target group is my

Clients who are using the Services of SHRIRAMINSIGHT in Dealing with Capital

Market.

Area of Study:-

hyderabad city

Tools for Data Collection:-

The Various method of Data gathering involves the use of appropriate recording

forms. These are called tools or instrument of data collection.


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Sample Size :-

50 (Fifty)

Questionnaire:-

Close Ended Question:-

Are structured ones with two or more alternative responses from which

respondent can chose. They contain standardized answers and they are

simple to administer and easy to compile and analyzes.

Dichotomous or two- choice questions:-

A dichotomous question can be answered in one of the two

responses such as Yes or No. It is necessary to realized that in many

two choices question there may be potential alternative beyond the stated

two.

Multiple Choice questions:-

These questions contain more than two alternatives.

Following points should be remembered before making this question

The list of alternative choice should be exhaustive.

It Should not overlapping

There should be fair balance in choice

All alternative should be reasonable.


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SAMPLING

The Basic idea of sampling is that by selecting some of the element in apopulation in order to get first hand information of study.

There are two type of sampling probability Sampling & Non probability sampling

and in this research, Researcher has taken probability sampling.

Probability Sampling:

Probability sampling is most commonly associated with survey based research

where you need to make inferences from your sample about a population to answer

your research questions or to meet your objectives. The process of probability

sampling can be divided into four stages:

1. Identify a suitable frame based on your research question or objectives

2. Decide on a suitable sample size

3. select the most appropriate sampling technique and select the sample

4. Check that the sample is representative of the population

The objective of probability sampling depends on the research question & on the

objective. Subsequently I need to have face to face contact with respondents.

Simple random sampling

Simple random sampling involve in selecting sample at random from the sampling

frame using either random no. table. In my research I had use random selection of

respondent who used to come for the trading purpose in SHRIRAMINSIGHT office

it is most accurate and easily accessible form of sampling method

Convenience Sampling


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Convenience or haphazard sampling involve selection haphazardly those cases that

are easiest to obtain for your sample, Such as the person interviewed at random in

a shopping center for the interview programmed. The sample selection process is

continued until your required sample size has been reached. Although this

techniques of sampling is widely used it is prone to bias and influence that are

beyond your control. I has selected convenience sampling as some of the

respondent are my clients only.

Technique used for analysis & interpretation:-

Bar Diagram & Pie Chart

Percentage Analysis

Chi Square Test

Percentage Analysis:

Percentage Analysis is used for making comparison between two or more series of

data.

Percentage (%) = No. of respondents * 100 / Total No. of respondents.

Chi- Square Test:

Many time manager need to know weather the differences they observe among

several sample proportion are significant or only due to chance.

X2 = (fo-fe)2

fe

Determine Degree of Freedom:

No. of degree of freedom = (No. of rows -1) (No. of Columns-1)


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Pilot Testing:-

A pilot testing is conducted to detect weakness in design and instrumentation

and provide proxy data fro flections of a probability sample. The objective of pilot

survey is to filter unnecessary question, question which are difficult to answer andimprove the phrases of certain question.

ANNEXTURE

QUESTIONNARE

1. In which professions are you engaged in?

Business Service

Professional Entrepreneur

2. Do you trade in stock market?

Yes No Earlier, But now Stopped

3. How much is your income or your Credibility

Between 1 lac to 2 Lac Between 2 Lac to 3 Lac

Between 3 lac to 4lac Above 4 lac

4. How much you trade in stock Market

10,000 50,000 50,000 1, 00,000

1, 00,000 1, 50,000 Above 1, 50,000

.


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5. How much Return you Get after Investing

> 5 % 5 10 %

10 15 % 15 20 %

6. What according to you is your risk level?

Highly Risky Average

Moderate Risk free

7. Which mode of trading do you prefer?

Online trading Offline trading

8. What has been your investment experience in stocks?

Excellent Good

Average Bad

9. What extra services do you expect from your broker?

a. Depository services

b. Margin financing

c. Portfolio management services

d. Trading

e. Research and Technical services

f. All of the above

10. Are you satisfied with the service of your Broker House?

Yes No Cant Say


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11. Rate the service according to your Criteria

Excellent Very Good

Good Poor

12.Have you heard of SHRIRAMINSIGHT Securities?

Yes No

If Yes then Specify?

Friends News Paper

T.V Other

13. How would rate the services provided by your broker?

Sl. No. Services Provided Excellent Good Average Cant say

1. Core Services

2. Facilitators service

3. Advisory services

Copy of CRM-Shriram

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