customer satisfaction towards ICICI
-
Upload
ryan-harvey -
Category
Documents
-
view
234 -
download
0
Transcript of customer satisfaction towards ICICI
-
7/29/2019 customer satisfaction towards ICICI
1/66
REPORT ON CUSTOMER SATISFACTION AT ICICIDirect.Com
A Project Report Submitted in Partial Fulfillmentof award of MBA Degree
Project Guide(s)
MR. AMIT SONI (UNIT MANAGER,ICICIDIRECT.COM),
MR. GIRISH IYER (SENIOR OFFICER),MR. VIMAL VYAS (TEAM LEADER,
ICICIDIRECT.COM)
Submitted By:YOGESH BHATT (09)
UMESH PAL (57)
S. K. PATEL INSTITUTE OF MANAGEMENT &COMPUTER STUDIES
-
7/29/2019 customer satisfaction towards ICICI
2/66
-
7/29/2019 customer satisfaction towards ICICI
3/66
Practice makes a man perfect. Training in a
one of the major player of online trading, has indeed
been very interesting and a good learning process for
me. This practical training makes it easy job to
understand the work methodology of the company and
candidate can get detailed knowledge about specific
specialization area.
It is a famous saying in Japan that the person who
has read 1000s of pages is not worth that the person
who has traveled for 100s of meters. This indicates
the importance of exposure to the practical life.
Knowing the importance of practical knowledge this
M.B.A program is having an integral part training of
two months as a practical fulfillment of the course and
thats why we get the opportunity of working with
ICICI Web trade Ltd. One of the members of ICICI
Group.
3
-
7/29/2019 customer satisfaction towards ICICI
4/66
We have tried our level best to collect the information.
All the required relevant information has been
obtained from the company. The report is made on the
basis of the discussion with executives of the company
and other source of information. This exercise has
helped us to sharpen many skills.
In the mean time of our summer project we havelearned many things. Like how to behave as an
employee in the organization, how to deal with the
subordinates, how to get work done. In an organization
each small things is important. We feel nice that we
got a chance to work with the organization which is a
market leader in its segment.
Prepared by:-
Yogesh
Bhatt. 4
-
7/29/2019 customer satisfaction towards ICICI
5/66
Umesh Pal.
Acknowledgement is not a mere formality but agenuine opportunity to thank all those people without
whose active support, this summer internship project
would not be possible.
Firstly We are very grateful to Mr. S.Chinnam
Reddy (Director), Dr. S G Das(MBA Coordinator),Mrs. Ranjani (Placement Coordinator) as well as
all others members of the institute, who gave us this
excellent opportunity to join ICICI Webtrade Ltd. as
the organization for our Summer training.
5
-
7/29/2019 customer satisfaction towards ICICI
6/66
Words defeat us in expressing my deep sense of
gratitude for Mr. Nirav Shah (Unit Manager,
ICICIDirect.com), Mr. Girish Iyer(Senior Officer),
Vimal Vyas(Team Leader, ICICIDirect) whose
continual support and practical guidance enabled us to
overcome all the challenges posed during this project.
We learned a lot from their wide knowledge and
experience.
Special thanks are to all the other staff,
Colleagues, Friends for all the encouragement,
inspiration and motivation.
Finally, we also like to thank those who have
helped us directly or indirectly for their guidelines and
support.
In the summer project we have analyze many
thing. The organization in which we have work is the
market leader in its segment. And it is engaged in the
online share trading business. During the project we
6
-
7/29/2019 customer satisfaction towards ICICI
7/66
have learn many things and many real aspect that
help while working in the organization.
ICICI Web trade is also known as ICICIdirect.com In
the market. There are many other players in the
market like Indiabulls, Sharekhan, 5paisa.com,
Kotakstreet etc. Brokerage of ICICIdirect.com is
slightly higher than the other player. Service
offered by the ICICI web trade is good compare to
others. One of the services that we find attractive in it
is, Online IPO. Also there are lot more other services
like Online invest in mutual fund, online purchase
insurance scheme, invest in Govt. bonds, Mobile alert
etc.There is bright scope for the industry in the future.
But there are lot many hurdles in the path of its
success like internet penetration, infrastructure
problem, and low bandwidth and low speed. Due the
advantages that online share trading offer there is
huge scope for this industry. And Industry is likely to
increase in the future. As and when the
competition increase, brokerage is likely to
decrease.
7
-
7/29/2019 customer satisfaction towards ICICI
8/66
1. History of Online Trading
SR.NO PARTICULARAS PAGE NO
1 HISTORY OF ONLINE TRADING 7
2 CONCEPT OF ONLINE TRADING 8
3 DEVELOPMENT OF ONLINE TRADING IN INDIA 9
4 HOW ONLINE SHARE TRADING WORKS AT ICICIDIRRECT.COM 10
5 FACTORS KEPT IN MIND WHILE SELECTING ONLINE BROKER 16
6 THINGS TO BE LOOKED WHILE DOING ONLINE TRANSACTION 19
7 PRODUCT OFFERED BY ICICIDIRECT.COM 20
8 WHY ONLINE? 26
9 PROBLEMS WITH ONLINE TRADING 29
10 ONLINE SHARE TRADING IN INDIA 31
11 COMPARISION OF VARIOUS PLAYERS 32
12 QUESTIONNAIRE 33
13 INFRENCES AND CHARTS 38
14 BI-VARIATE ANALYSIS 49
15 FUTURE OF ONLINE SHARE TRADING 51
16 SUGGESTIONS 52
17 LEARNING AND EXPERIENCE 53
18 BIBLIOGRAPHY 54
8
-
7/29/2019 customer satisfaction towards ICICI
9/66
The history of the online trading began in 1983,
when a doctor in Michigan placed the first onlinetrade using E- Trade technology. What began witha single click over 22 years ago has now taken theworld in its storm. The concept was visualized byone bill porter, a Physicist and inventor withmore than dozens patent to his credit, Whoprovide online quotes and trading services to giantslike Fidelity, Charles Schwab and Quick & Reilly. This
led Bill to wonder why, as an individual investor, hehad to pay a broker so much money for stocktransaction. With incredible foresight, he saw thesolution at hand, and someday every one would havetheir own computer. Then invest in stock will be easyand convenient through it.
And today we can see, like a dream come true.
Online trading has become a smart way to invest instocks. Today there are as many as 50 companies whoprovide internet base trading facility. The majorplayers are ICICIdirect.Com, Sharekhan.com,Indiabulls, Kotakstreet, 5Paisa.com etc. Just imagine,where you log on to your account and get live quotesof all script, get advise online and also research reporton your investment choice and then if you areinterested then, By just a click you can place your buyorder instantly. And amount will automatically debitfrom your bank account. You dont need to go to abrokers place or even dont need to give cheque forpayment. You can have complete information of yourDe-mat & Bank account with a just a click. It seems a
9
-
7/29/2019 customer satisfaction towards ICICI
10/66
like really a dream. Now it is possible, thanks totechnology which has turn dream in to reality today.
2. Concept of Online Trading
In the past one has no other option but to contacttheir broker to do transaction or even to know price ofa particular script. One has never thought in dreamthat by Sitting at home or office or even from your car,as long as you have internet access one can dotransaction in the market. Now there is no more needto go physically to a brokers office. The internetbrings data to the investor and online trading enables
to trade on a click. There are three basic thingsrequirement for online trading. 1. Online tradingAccount 2. Bank Account 3. De-Mat Account. Todo online transaction is fairly simple. Once one hasopened account from online broker like ICICIdirect.comone can do transaction in the stock market.
One can open multiple account with him or her as
the first name in the De-mat account. You can openmultiple type of account like Individual, Joint, Soleproprietorship etc. In case if joint account one has toprovide certain information like Legal name ,ResidenceProof, Citizenship, Address, Date of Birth etc aboutjoint holder.
10
-
7/29/2019 customer satisfaction towards ICICI
11/66
-
7/29/2019 customer satisfaction towards ICICI
12/66
was traded by the SEBI chairman D R Mehta for Geojitchairman A P Kurin.
Online trading is slowly attracting investor fancyin India. Advertisements in the print and electronicmedia have raised curiosity of investor. Compared towestern countries online trading is still infancy in India.In total trading per day, there is very smallcontribution by the online industry.
Now there are about 50 players in this onlineshare trading market. Like ICICI direct.com, Indiabulls,Sharekhan, 5paisa.com, Kotakstreet etc. The launch ofICICI direct.com was in January 2000 and it stated itsoperation from April 2000. And then gradually itstarted to add more and more new services.
12
-
7/29/2019 customer satisfaction towards ICICI
13/66
4. How Online Share Trading Works At ICICI
Direct.Com
WebServer of
ICICI
Direct.com
WebServer of
StockExchange
BankInformation
Buy\Sellinformati
on
Orderinformati
on
Investor
OrderConfirmatio
n
OrderConfirmati
on
Login
Other Day today
information
13
ICICIBank
-
7/29/2019 customer satisfaction towards ICICI
14/66
For doing online transaction one must have anOnline Account, using that one can do transactiononline. Without which one can not do transaction.
When one login to the system to do transaction,first and for most thing require is Username &Password. When first go for login, It first
connects with the web server of ICICIdirect.com.
Then Username and password will be verified bythe web server. If Username and passwordprovide by person both are correct, then and thenonly one can do transaction.
If one is fail to provide Username and passwordwithin three (3) trials, Web server automaticallylocks ones account for security purpose. In thatcondition one has put new request through thehelp of customer care executive.
After login to the system one can do thetransaction one wants to do. Like Buy, Sell, Getquote of particular script etc.
There are lot many other facility also that one canuse like Invest in Mutual Fund, Invest In IPO , BuyInsurance Scheme, Derivatives, invest inCommodities, Mobile alerts, Investment in Govt.
14
-
7/29/2019 customer satisfaction towards ICICI
15/66
Schemes like Kisan Vikas Patra, Postal Schemes,8% Govt. Bonds, etc.
When one puts any order for buy or sells then theweb server of online broker sends all necessaryinformation to the web server of particularexchange like NSE or BSE web server.
Market Buy
If one wants to buy any script in two following
ways.
Directly buy at current prevailing price ofshares.
Buy shares by putting specific limit ofshares.
The below is the procedure for buy at currentmarket prevailing price of shares.
When one wants to buy any script from themarket then one has to provide Quantity (No. ofShares), Name of script and Name ofExchange like BSE or NSE. With theseinformation Balance in bankaccount of user is
also checked by the web server
If one does not have sufficient bank balance inones account then one can not buy. And one cannot do further transaction.
15
-
7/29/2019 customer satisfaction towards ICICI
16/66
If one have sufficient bank balance, Then theseinformation are passed to the interconnected web
server of Particular exchange like BSE or NSEexchange.
Again, all these information are verify by the webserver of Stock Exchange. And if all informationare correct then order is placed.
16
-
7/29/2019 customer satisfaction towards ICICI
17/66
After execution of the order, web server ofparticular exchange sends the Confirmation of
order executed, to the web server of Online brokerlet say ICICIdirect.com.
The Confirmation is passed to the particularuser who has placed the order for buying.
One can have complete information aboutorder like buying price, Brokerage, Service tax
(ST), Security transaction tax (STT), other charges,time of buy etc.
17
-
7/29/2019 customer satisfaction towards ICICI
18/66
Settlement
Settlement is one of the crucial procedures doneby the online broker. It is nothing but maintainingaccount of investor. At the end of each day afterclosing of market this process happens. At the end ofthe day sum is calculated of shares buy and shares
sold of different companies in NSE or BSE exchange byan investor through the broker. Broker calculates thissum for all customers who have done transaction onthat particular day. In the settlement only calculationis made of shares that one has buy or sell on thedeliver basis (Cash). Day trading transactions are nottaken in to account in the settlement.
Broker just sends all the information of alltransaction one has made to the stock exchange. Ifone has buy share from BSE then broker will send theall detail of buy of that customer to BSE. At then afterparticular stock exchange update ones information.
Example:Transactions on the day 01/07/2004 at
ICICIdirect.com
ScriptName
No. OfShares
Buy /Sell
Exchange
Reliance Ind. 500 Sell NSEITC 330 Sell BSEIFCI 1000 Buy NSE
18
-
7/29/2019 customer satisfaction towards ICICI
19/66
Gravity India 2500 Sell BSENTPC 500 Buy NSE
ONGC 10 Buy NSEReliance Ind. 1000 Buy NSE
ITC 130 Buy BSEGravity India 500 Buy BSEReliance Ind. 1000 Sell BSE
19
-
7/29/2019 customer satisfaction towards ICICI
20/66
-
7/29/2019 customer satisfaction towards ICICI
21/66
NTPC 500 Buy NSEONGC 10 Buy NSE
Reliance Ind. 1000 Sell BSE
21
-
7/29/2019 customer satisfaction towards ICICI
22/66
-
7/29/2019 customer satisfaction towards ICICI
23/66
trading refresh rate of your web site is very important.Some times one has to Refresh manually many
times to see prices of particular script. Some times ittakes too much time to update any information.
Dealing Exchange NSE / BSE :Some online players only provide facility to do
transaction only in BSE or NSE. And there are manyplayers that provide facility to do transaction in both
the exchanges BSE and NSE. So make sure thatexchange in which you want to do transaction, thatfacility is provide by your broker.
User Friendly Design :One should make sure that website of online
player which you have selected is user friendly. Some
times it happens that, to do any simple transactionone has to follow long procedure. And the design ofthe website should be such that, people who dontknow much about computer can also handle it easily.Though after opening account, company invitescustomer to see demo of their website.
Capacity :Website of online broker should be such that , in
case many user login at the same time then webserver of website should be capable of handling largenumber of users. And it should have minimum chanceof crashing the system. It also must have largecapacity for data storage.
23
-
7/29/2019 customer satisfaction towards ICICI
24/66
Security or Reliability :The website of online broker should be secure
enough that none can access information of anotheruser. It must have proper antivirus software andalso firewall software installed so that none canaccess others information. And also website musthave other security also.
Research Report Facility :Website of online broker should have facility of
large information about companies. If one wants to seeinformation regarding company then one should beable to get it from the website. It should have largedatabase that contain full information aboutcompanies. One should also have facility of making
charts of companys information like profit, SharePrice, Sales, Cost, and Expenditure etc.
Other Facilities :Website of online broker should have some extra
facilities other than buying and selling in equitymarket. One should look what extra facilities website
offer. Like ICICIdirect.com offers
Call & Trade FacilityCash on spotMobile Alerts Portfolio Management
24
-
7/29/2019 customer satisfaction towards ICICI
25/66
Online transfer of SharesOnline IPOTrading in BSE and NSEBuy Today Sell Tomorrow (BTST)Online invest in Govt. security and Bonds Online purchase of insurance schemeOnline invest in Mutual funds
6. Things To Be Looked While Doing Online
Transaction
Remember your username and password.Never gives your password to any one. And
never write password or username at any place.
Never keep name or surname or some thing thatcan be easily cracked by other as your password.
If it is possible avoid doing transaction fromCyber caf.
Make sure, computer from which you have loginhas enough precaution or securityparameters.
When one puts any order then before proceedingfurther, make sure that information which you
25
-
7/29/2019 customer satisfaction towards ICICI
26/66
have entered is correct. And confirm thedetails before placing any order.
Clear the temporary memory of the computerafter completing your all transaction.
If you are not well versed with the system thenavoid doing transaction from the website. Youcan use Call & Trade facility to do transaction
Never ever give your password, even when youcall to customer care help line.
Change your password at regular interval.
After completing your all transaction make surethat, you have logged of properly from thewebsite.
7. Product Offered By ICICI Direct.com
26
ICICI DIRECT.COM
Equity MutualDerivative IPOs Bonds
Cash
MarginMarginPLUSBTST
Future Purchase
RedemptionSIP & SWPSwitch In \OutTransfer InOptionSpot Cash
-
7/29/2019 customer satisfaction towards ICICI
27/66
A product for every need: ICICIdirect.com is the mostcomprehensive website, which allows you to invest inShares, Mutual funds, Derivatives (Futures andOptions) and other financial products. Simply put weoffer you a product for every investment need of yours
Trading in shares
ICICIdirect.com offers you various options while tradingin shares.
1) Cash Trading :- This is a delivery based tradingsystem, which is generally done with the intention oftaking delivery of shares or monies.
2) Margin Trading :- You can also do an intra-settlement trading upto 3 to 4 times your availablefunds, wherein you take long buy/ short sell positions
in stocks with the intention of squaring off the positionwithin the same day settlement cycle.
3) MarginPLUS Trading :- Through MarginPLUS youcan do an intra-settlement trading upto 20 times youravailable funds, wherein you take long buy/ short sellpositions in stocks with the intention of squaring offthe position within the same day settlement cycle.MarginPLUS will give a much higher leverage in youraccount against your limits.
4) Spot Trading :- This facility can be used only forselling your demat stocks which are already existing inyour demat account. When you are looking at an
27
http://funct%28%29/http://funct2%28%29/http://funct2%28%29/http://marginplus%28%29/http://funct3%28%29/http://funct%28%29/http://funct2%28%29/http://marginplus%28%29/http://funct3%28%29/ -
7/29/2019 customer satisfaction towards ICICI
28/66
immediate liquidity option, 'Cash on Spot' may workthe best for you, On selling shares through "cash on
spot", money is credited to your bank a/c the sameevening & not on the exchange payout date. Thismoney can then be withdrawn from any of theICICIBank ATMs.
5) BTST :- Buy Today Sell Tomorrow (BTST) is afacility that allows you to sell shares even on 1st and2nd day after the buy order date, without you having to
wait for the receipt of shares into your demat account.TRADE IN DERIVATIVESFUTURES :-
Through ICICIdirect.com, you can now trade in indexand stock futures on the NSE. In futures trading, youtake buy/sell positions in index or stock(s) contracts
having a longer contract period of up to 3 months.
Trading in FUTURES is simple! If, during the course ofthe contract life, the price moves in your favour (i.e.rises in case you have a buy position or falls in caseyou have a sell position), you make a profit.
Presently only selected stocks, which meet the criteriaon liquidity and volume, have been enabled for futures
trading.
Calculate Index and Know your Margin are tools tohelp you in calculating your margin requirements andalso the index & stock price movements. TheICICIDIRECT UNIVERSITY on the HOME page is acomprehensive guide on futures and options trading.
28
-
7/29/2019 customer satisfaction towards ICICI
29/66
OPTIONS :-
An option is a contract, which gives the buyer the rightto buy or sell shares at a specific price, on or before aspecific date. For this, the buyer has to pay to theseller some money, which is called premium. There isno obligation on the buyer to complete the transactionif the price is not favorable to him.
To take the buy/sell position on index/stock options,you have to place certain % of order value as margin.
With options trading, you can leverage on your tradinglimit by taking buy/sell positions much more than whatyou could have taken in cash segment.
The Buyer of a Call Option has the Right but not theObligation to Purchase the Underlying Asset at thespecified strike price by paying a premium whereasthe Seller of the Call has the obligation of selling the
Underlying Asset at the specified Strike price.
The Buyer of a Put Option has the Right but not theObligation to Sell the Underlying Asset at the specifiedstrike price by paying a premium whereas the Seller ofthe Put has the obligation of Buying the UnderlyingAsset at the specified Strike price.
By paying lesser amount of premium, you can create
positions under OPTIONS and take advantage of moretrading opportunities.
Investing in Mutual funds
29
-
7/29/2019 customer satisfaction towards ICICI
30/66
ICICIdirect.com brings you the same convenience whileinvesting in Mutual funds also - Hassle free and
Paperless Investing.
With the inclusion of Standard Chartered MF, you cannow invest on-line in 20 mutual Funds throughICICIdirect.com. Prudential ICICI MF, JM MF, AllianceMF, Franklin Templeton MF, Sundaram MF, Birla SunLife MF, HDFC MF, Principal MF, IL & FS MF etc, are theMutual Funds available for investment. You can invest
in mutual funds without the hassles of fillingapplication forms or any other paperwork. You need nosignatures or proof of identity for investing.
Once you place a request for investing in a particularfund, there are no manual processes involved. Yourbank funds are automatically debited or credited whilesimultaneously crediting or debiting your unit holdings.
You also get control over your investments with onlineorder confirmations and order status tracking. Get toknow the performance of your investments throughonline updation of MF portfolio with current NAV.
ICICIdirect.com offers you various options inMutual Funds :-
1) Purchase :- You may invest/purchase PrudentialICICI MF, JM MF, Alliance MF, Franklin Templeton MF,Sundaram MF, Birla Sun Life MF, HDFC MF, PrincipalMF, IL & FS MF, Standard Chartered MF etc. withoutthe hassles of filling application forms.
30
-
7/29/2019 customer satisfaction towards ICICI
31/66
Redemption :-In addition to giving hassle-freepaperless redemption, ICICIdirect.com offers faster
liquidity. You can redeem the mutual fund unitsthrough ICICIdirect.com. The money will be credited toyour bank account automatically 3 days after the orderplacement date.
2)Switch :- To suit your changing needs you maywish to shift monies between different schemes. Youcan switch your monies online from one scheme to
another in the same fund family without any hassles.
3)Systematic Investment plans (SIP) :- SIP allowsyou to invest a certain sum of money over a period oftime periodically. Just fill in the investment amount,the period of investment and the frequency ofinvesting and submit. ICICIdirect.com will do the restfor you automatically investing periodically for you.
4)Systematic withdrawal plan :- This allows you towithdraw a certain sum of money over a period of timeperiodically.
5)Transfer-in :- You can convert your existingMutual funds into electronic mode through a transfer-in request.
IPOs and Bonds OnlineYou could also invest in Initial Public Offers (IPOs) andBonds online without going through the hassles offilling ANY application form/ paperwork.
31
-
7/29/2019 customer satisfaction towards ICICI
32/66
Get in-depth analyses of new IPOs issues (Initial PublicOfferings) which are about to hit the market and
analysis on these. IPO calendar, recent IPO listings,prospectus/offer documents, and IPO analysis are fewof the features, which help you, keep on top of the IPOmarkets.
8. Why Online?
32
-
7/29/2019 customer satisfaction towards ICICI
33/66
Reducing Transaction Cost :By the use of online trading there is no more need
to go physically to the brokers office. By the sitting inoffice or home one can do transaction. So now it willsave transaction cost that you made by going tobrokers office. Like petrol expense if you go by vehicleor any other expense.
Time Saving :As now there is no need to go physically to
brokers office for doing transaction. There is also nomore need to go for giving and taking cheque ofpayment. It will save your time that you waste in goingand coming from brokers office.
Paperless & Hassle Free Work :Now there is no more need of filling those
cumbersome forms for transfer of shares, Applicationfor IPO and delivery slip and others. Now there is noneed even for writing cheque to broker for thepayment.
Access From Anywhere :Now you can access your De-mat account from
any part of the world as long as you can accessinternet. Even while enjoying holidays in Switzerland,you can do transaction from your De-mat account.
33
-
7/29/2019 customer satisfaction towards ICICI
34/66
Off Market Facility :Now there is no more tension of doing transaction
like applying for IPO or putting any limit in off markethours. Early if you want to put limit for tomorrow, youhave to do that before closing of brokers office.Regardless of how busy you are. But now you can doall these even at 12 clocks in the night. You can use offmarket facility at any point of time after closing the
market and before opening of the market.
Research And Report Facility :If you want to see information of any company
then there is easy access to information directly fromthe website. One can have A to Z information aboutthe company. One can also make out analysis from the
available information for the use of investmentpurpose. There is information about 5000 companieson ICICIdirect.com website.
Portfolio Management :One can create portfolio of their own. By the use
of portfolio one can know how Day to Day script price
of your portfolio. One can know how much profit orloss one has made. Every time it shows you currentprice, Days high, Days low, Percentage Change inprice, 52 weeks high, 52 weeks low etc. In oneportfolio one can keep 20 scripts in one portfolio.There is facility of creating such 5 portfolios.
34
-
7/29/2019 customer satisfaction towards ICICI
35/66
Complete Transparency :There is complete transparency in the online
trading. When you place order to the broker you dontknow the price at which broker has place order. Sometimes they play game with us. Like they use our De-mat account for settlement of their shares. Incase of
online trading you can know exact price at which youbuy or sell. Now can see exact price at which you haveplaced order.
No Need To Maintaining Records :There is no need to keep records of the things
which you have buy or sell. In online trading there is
facility of Trade Book that stores all your sellingtransaction. It stores information of limit that youhave put. There is also facility ofOrder Book thatkeeps all information of all the order you have placedwhether the order is for buy or sell. You can have allthe information of your transaction you made sinceyou have opened De-mat account.
35
-
7/29/2019 customer satisfaction towards ICICI
36/66
9. Problems with the Online Trading
Internet Literacy :People in India do no have much knowledge about
computer and internet. Compare to west countries
internet usage in India is very less. Generally peopleare using internet facility from office. Very less peopleare using internet from their home. So there is lotneed to improve in this area.
Low Bandwidth and Low Speed :In online trading one needs fast speed for
executing order one needs second by second rate ofscript. For that one needs fast execution of order andhigh speed. Internet facilities in India are not muchsatisfactory in terms of speed and bandwidth. Nowafter starting of Broadband facility and leased linefacility, there is some relief to the problem. But thereis still problem in connecting to internet.
Lack of personal touch :When one do online transaction there is lack of
personal touch. In case of dealing with the broker,broker usually knows your portfolio personally. Withthe direct touch to broker, one can get better advisewhich really beneficial to the customer.
36
-
7/29/2019 customer satisfaction towards ICICI
37/66
37
-
7/29/2019 customer satisfaction towards ICICI
38/66
Relatively High Cost :When one deals with the online transaction the
cost one has to pay is higher compare to one thatdeals with the simple normal broker. Online broker arecharging high brokerage compare to simple broker.Simple broker charges 0.20% to 0.50% for delivery
base (Cash) and 0.02% to 0.12% for day trading.Annual maintenance charge is also less compare toonline broker. Brokerage is high especially for deliverybase (Cash).
Infrastructure Problem :In country like India there is a huge problem of
infrastructure. One must have computer for doingonline transaction and country like India there are onlysome person using computer for transaction. Thoughnow days this number is increasing, but still there is lotmoir need to improvement in the infrastructure.There is still problem of accessing internet fromremote areas.
Payment Problem :If one wants to do online transaction one must
have any bank account in some specified banks onlyLike ICICI, HDFC etc. Without which one can not do
38
-
7/29/2019 customer satisfaction towards ICICI
39/66
online transaction. Once this problem will solve it willeasy for one to do online transaction.
39
-
7/29/2019 customer satisfaction towards ICICI
40/66
10. Online Share Trading in India
There are about 50 companies in the online sharetrading market.
Major players in the online share trading in Indiaare, ICICI direct.com, Indiabulls, Sharekhan,
KotakStreet, 5paisa.com etc
ICICI direct.com is market leader in the marketand it has about 47 % of total market share. It hasabout 6.5 lacs customers.
Compare to west countries the day trading
(Intra day) amount is also very small. In westcountries people do speculation so much. So thecontribution of the day trading is huge there.
Compare west countries number of people whoare using internet are very small. Most peopleare accessing internet from their workingplace.There very small number of people who areaccessing internet from their homes. Once theaccessing place will change to home from workingplace, then the number of people who will useonline share trading will increase drastically.
Mostly young people & NRIs using internetfor online share their transaction. Number of
40
-
7/29/2019 customer satisfaction towards ICICI
41/66
people who are using internet above 40 for onlineshare trading very small.
Out of total volume of share trading per day, thereis only 6-8% contribution by the online sharetrading.
11. Comparison of various players
Particular ICICI direct.com Share Khan HDFC securitiesstock exchange NSE & BSE NSE NSE
A/C opening charges 750 750 750
A/C annual charges 0 0 0
brokerage charges
Cash Trading 0.75% 0.50% 1000-5000=25
Margin 0.1(only on 1leg) o.1(On each leg) 1000-5000=7.5
BTST All share can be sold
Demat A/c Charges 0 0 0
Demat charges 2nd Year onward 450 300 299
Demat Transaction chargesBuying Nil 0 0.04 or 25
Selling Nil 0 0.04 or 25
Deposit for Trading No deposit Yes No deposit
Method Login and Trade Software Load on Your PC Login and Trade
CallTrade Facility Yes Yes Yes
Billa and Statement Yes Yes No
Risk Monitoring Systen Yes No No
Saving Account ICICI Bank Citi Bank,HDFC,
Global trust,IDBI
Magin Amount 5000 No.Min.amount
41
-
7/29/2019 customer satisfaction towards ICICI
42/66
12. Questionnaire :
PURPOSE: To measure the satisfaction level of theexisting customer of ICICIdirect.com
PERSONAL DETAILS
NAME :
AGE :
SEX :
QUALIFICATION :
OCCUPATION :
42
-
7/29/2019 customer satisfaction towards ICICI
43/66
1.Income level
Below 1,00,000
1,00,000 to 2,00,000 2,00,000 to 5,00,000
5,00,000 and above
2.Since how long you are using our service?
Less than 2 months
2-6 months
6-12 months > 1 year
3.How frequently you access our website &other online services provided byICICIdirect.com
Daily
3-4 days weekly
monthly
4.From where do you mostly log on to our website
43
-
7/29/2019 customer satisfaction towards ICICI
44/66
Home
Office Cyber caf
5.How did you invest before investing throughICICIdirect.com
Investing no where ( beginner )
Investing through traditional broker
Investing through online services provided byother players.
6.How many demat a/c do you have other thanICICIdirect.com demat a/c.
Zero
One
Two
More than two
7.What do you like the most investing throughICICIdirect.com
Safety
Convenience
Independence
Trust
Speed
44
-
7/29/2019 customer satisfaction towards ICICI
45/66
8.Where do you invest the most?
Delivery trading Day trading
MFs
IPOs
Bonds
Derivatives
9.Rate our customer care department in termsof services provided by them
Excellent poor1 2 3 4 5
10. Rate research section of our web site interms of satisfaction & reliability
Excellent poor1 2 3 4 5
11. How do you rate our existing online sharetrading services
Excellent poor
1 2 3 4 5
12. What type of investor are you?
Long term
Short term
45
-
7/29/2019 customer satisfaction towards ICICI
46/66
13.What is your risk appetite?
High risk
Low risk
Medium risk
14. Since how long you have been into sharetrading?
0-6 months
6-12 months
1-2 years
>2 years
15. From which of these investment options youconsider to invest and earnthe Maximum profit?
Delivery trading
Day trading
MFs
IPOs
Bonds
Derivatives
46
-
7/29/2019 customer satisfaction towards ICICI
47/66
13. INFERENCES & CHARTS
About 60% customers are below income level of Rs.1 lac
IncomeLevel
% customers
Below 1lac 601-2 lac 33.332-5 lac 6.66
> 5 lac 0
Income Levels
60
33.33
6.660
Below 1lac
1-2 lac
2-5 lac
> 5 lac
Useduration
%customers
1 year 13.33
47
-
7/29/2019 customer satisfaction towards ICICI
48/66
Use duration
33.33
33.33
20
13.331 year
About 66% customers are using our services sincelast 6 months
Frequentaccess
%customer
Daily 66.663 - 4 days 20Weekly 13
Monthly 0
Frequent access
66.66
20
13 0
Daily
3 - 4 days
Weekly
Monthly
About 66% customers are accessing our websitedaily
Log on %
48
-
7/29/2019 customer satisfaction towards ICICI
49/66
place customersHome 6.66
Office 73.33Cybercaf 20
log on place
6.66
73.33
20
Home
Office
Cyber caf
About 73% customers are log in to out website fromoffice
Investment waybeforeicicidirect.com
%customers
beginner 73.33Traditional Broker 20Online services byother Broker 6.66
Investment way before icicidirect.com
73.33
206.66 beginner
Traditional Broker
Online services by
other Broker
About 73% customers are beginners
49
-
7/29/2019 customer satisfaction towards ICICI
50/66
-
7/29/2019 customer satisfaction towards ICICI
51/66
Most liking
13.33
53.33
33.33
00 safety
convenience
Independence
trust
speed
About 53% customers are taking icicidirect.comservices because of convenienc
Mostinvestmentoption
%customers
delivery Tr. 53.33day Tr.
51
-
7/29/2019 customer satisfaction towards ICICI
52/66
MFs 20IPOs 6.66
Bonds 6.66Derivatives 0
Most investment option
53.3320
6.66 6.660 delivery Tr.
day Tr.
MFs
IPOs
Bonds
Derivatives
About 53% customers are investing through deliverytrading.
Rate customercare department
%customers
1(excellent) 26.66
52
-
7/29/2019 customer satisfaction towards ICICI
53/66
-
7/29/2019 customer satisfaction towards ICICI
54/66
4 6.665(poor) 0
Rate research section
33.33
46.66
13.336.66 0 1(excellent)
2
3
4
5(poor)
About 80% customers are satisfied with out researchsection
Rate online sharetrading Severice
%customers
1(excellent) 46.662 46.66
54
-
7/29/2019 customer satisfaction towards ICICI
55/66
-
7/29/2019 customer satisfaction towards ICICI
56/66
Type of investor
66.66
33.33
long term
Short term
About 66% customers are investing for long term
Riskappetite
%customers
High risk 13.33Low risk 20Medium
risk 66.66Risk appetite
13.33
20
66.66
High risk
Low risk
Medium risk
About 66% customers are willingly to take mediumrisk
56
-
7/29/2019 customer satisfaction towards ICICI
57/66
How old in
share trading
%custome
rs0 -6 m 33.336 - 12 m 401 - 2 Years 13.33> 2 Years 6.66
How old in share Trading
33.33
40
13.336.66
0 -6 m
6 - 12 m
1 - 2 Years
> 2 Years
About 73% of the icicidirect.com customers are newin share trading business
More profitable %
57
-
7/29/2019 customer satisfaction towards ICICI
58/66
option customersDelivery Tr. 66.66
Day Tr. 6.66MFs 0IPOs 6.66Bonds 6.66Derivatives 0
More profitable option
66.66
6.6606.66 6.66
0 Delivery Tr.
Day Tr.
MFs
IPOs
Bonds
Derivatives
About 66% of icicidirect.com customers arebelieving delivery trading as more profitable option.
14. BI-VARIATE ANALYSIS
RiskAppetite/Incom
< 1lac
1- 2lac
2 - 5lac
> 5lac
58
-
7/29/2019 customer satisfaction towards ICICI
59/66
e level
High
13.33
% 0% 0% 0%
Medium 40%26.66% 0% 0%
Low6.66%
6.66%
33.33% 5
Low income (< 2 lac) investors are takingmedium risk.
Investment/use duration
< 2m
2 - 6m
6 - 12m
> 1year
Delivery Tr.6.66% 20%
13.33%
13.33%
Day Tr.6.66% 0% 0% 0%
MFs
6.66
%
6.66
% 6.665 0%
IPOs6.66% 0% 0% 0%
Bonds 0%6.66% 0% 0%
Derivatives 0% 0% 0% 0%
When investors are new to the share market,generally they like to invest in IPOs, MFs.
When they get adapted to share market, theyincrease their investments in delivery trading.
So, according to product of icicidirect.com weneed to target beginners for Wise investmenta/c which provide facility for trading in IPOs,MFs, Bonds.
59
-
7/29/2019 customer satisfaction towards ICICI
60/66
Investors who are already in the share marketthey should be targeted for I-direct a/c which
provide delivery trading, day trading andservices of wise investment a/c.
Online services(satisfaction)/liking
Safety
Convenience
Independent
Trust
Speed
1(excellent)13.335 20% 13.33% 0% 0%
2 0% 26.66% 13.33% 0% 0%3 0% 0% 0% 0% 0%4 0% 6.66% 0% 0% 0%5 (poor) 0% 0% 0% 0% 0%
More customers are satisfied with the services
provided by icicidirect.com because ofconvenience, and independence. So,marketing strategy should target thecustomers who are busy, and needconvenience while traveling frequently duringdaily working hours.
Research section /
Investment
Long
term
Short
term1(excellent 26.66% 6.66%2 26.66% 20%3 6.665 6.66%4 6.665 0%5 (poor) 0% 0%
60
-
7/29/2019 customer satisfaction towards ICICI
61/66
Long term investors are satisfied withresearch section provided on the website
icicidirect.com. so we can attract long terminvestors by convincing them through ourquality research work
15. Future Of Online Share Trading
Future of the online share trading in India is reallybooming. There are lots many players in India in thismarket and still many are preparing to come.Competition in the market is increasing day by day.
As people are more and more informationseeker, more and more people are joining in thisrevolution. People want a huge database thatprovides information about the companies and otherthings like Indian capital market and foreign capitalmarket. People are making decision on the basis of theinformation that they analyze. The current trend in themarket is like doing things online. First it was mail,then payment and now it is online share trading.Currently there are problems of internetpenetration and infrastructure problem etc., sothe development is not up to its mark of thisindustry. But things are now changing rapidly. Thereare new technologies coming in the market that willsolve the problem.
61
-
7/29/2019 customer satisfaction towards ICICI
62/66
Due to the competition and other factors,
Brokerage is likely to decrease in the future.Facilities are also likely to increase that are providedby the online share brokers. The whole online sharetrading industry scenario is changing at rapidspeed. And new changes are likely to come as andwhen there is technical up gradation, becausetechnology plays so much important role here.
62
-
7/29/2019 customer satisfaction towards ICICI
63/66
16. Suggestions
Compare to other online broking firm ICICIdirect.com has high brokerageespecially fordelivery base (Cash) transaction. For increasein its sales, it needs to decrease brokerage fordelivery base (Cash) transaction.
One of the reasons why so many customers notwant to join with ICICI direct.com is that one has
to maintain Rs. 5000 in their saving accountquarterly, In case customer do not have anyaccount in ICICI bank.
It needs to improve customer service like call &Trade. Because when one call for call & Trade,one has to wait a long time in queue and also haveto face other problem also.
As company is paying so much telephone bill, whydoesnt it select any scheme? , so that bill willreduce.
Office do not have enough infrastructure like sittingarrangements, computers. Some times someemployee has to wait outside office.
As a company is engage to online share trading, Itdoes not have any other source of marketinformation.
Sometimes customer is not treated well.Sometimes customer gets irritated by the behavior
63
-
7/29/2019 customer satisfaction towards ICICI
64/66
of employee. Some times employee behave veryrudely with customer so, it creates bad impression
of organization.
Some times website work very slowly. So one cannot do the transaction one wants to do.
17. Learning & Experience
As the one of the most crucial part of thesummer project was the wonderful as well as tuffexperience that we have felt. First the mostwonderful thing, what we found was that Workingin the organization was totally different fromlearning management in the college. It wasthe totally new thing for us as we dont have facedthis kind of thing ever in our life. You have to keepmany things in mind while you working in anyorganization. Each people behave differently in theorganization. One thing that we have learned wasthat How to get your work done from others.Another important thing is to obey rules andregulation of the organization. Though you will bethere for short time for summer you have to followrules and regulation. The atmosphere in the officewas nice and all employees in the organization
treated us a friend. Every one in the organization isnot always same.
During the project we have also experiencethe hard work of selling the product. Andaccording our point of view our product was the tuffproduct to sell in the market compares to others.
64
-
7/29/2019 customer satisfaction towards ICICI
65/66
Our product has immense competition from others,so it was really hard to sell the product, but we still
manage to sell.
There is one fine saying about experience thatExperience is the best learning. And now wehave that learning with us and it helps us tohelp us in the future.
18. Bibliography
Websites :-
http://www.icicidirect.com
http://www.outlookmoney.com
http://www.blonnet.com
http://www.hindubusinessonline.com
http://www.investopedia.com
65
http://www.icicidirect.com/http://www.outlookmoney.com/http://www.blonnet.com/http://www.hindubusinessonline.com/http://www.investopedia.com/http://www.icicidirect.com/http://www.outlookmoney.com/http://www.blonnet.com/http://www.hindubusinessonline.com/http://www.investopedia.com/ -
7/29/2019 customer satisfaction towards ICICI
66/66
Search Engines :-
YahooGoogle