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STUDY ON

Consumer Perception towards Equity Market and Business Expansion Perspectives of Kotak

Securities ltd

submitted in partial

fulfillment of the requirement of IMBA under the curriculum of

CENTRAL UNIVERSITY OF JHARKHAND

Under the supervision of:

Mr. Ajit Kumar

Sr.Manager, Broking East division

Kotak Securities Ltd.

By

Awadhoot Prakash Singh

Reg. No. CUJ/I/2010/IMBA/o6, Sem- VIII

Centre for Business Administratio

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DECLARATION FROM STUDENT

I hereby declare that the work incorporated in this report entitled " Consumer Perception

towards Equity Market and Business Expansion Perspectives of Kotak Securities ltd ".is the

outcome of original study undertaken by me under the guidance of Mr. Ajit Kumar, Senior

Manager, Kotak Securities ltd, Ranchi.

I further declare that the matter in this report has not been submitted by me as a whole or in

part at any other University or Institution for the award of any Degree or Diploma.

Date- ------------------------------

Place- (Awadhoot Prakash Singh)

Integrated MBA

CUJ/I/2010/IMBA/06

Centre for Business Administration

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CERTIFICATE FROM COMPANY

This is to certify that the contents of this thesis entitled " Consumer Perception towards

Equity Market and Business Expansion Perspectives of Kotak Securities ltd ".by Awadhoot

Prakash Singh, submitted to Kotak Securities ltd for the Award of Degree Integrated Master

of Business Administration (IMBA) is original research work carried out by him under my

supervision.

This report has not been submitted either partly or fully to any other University or Institute

for award of any degree or diploma to best of my knowledge.

Date- ------------------------------

Place- (Mr. Ajit Kumar)

Senior Manager

Kotak Securities ltd, Ranchi

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PREFACE

In this era of fast changing world, mere class room teaching is not sufficient to attend

maturity and perfection for application of theory into practice. The dynamic economy,

political and technological environment, in which we live continually place demand on us

to change, improve and learn more about the changes happening around us.

I am lucky that, I got an opportunity to do my summer internship program in Kotak Securities

ltd, Ranchi. I have prepared my project report on the topic Consumer Perception towards

Equity Market and Business Expansion Perspectives of Kotak Securities ltd.

I have considered some published material on the particular topic as well as about the

concern. This helps me in boosting up my confidence and determination which will help me

to face the situation in coming years. This report is written account of what I learnt and

experienced during my project. I wish, those going through it will not only find it readable

but also get as useful Information. During this whole training I got a lot of experience and

came to know that how it differs from those of theoretical knowledge and the practically in

the real life.

In todays globalize world, where cutthroat competition is prevailing in the market, theoretical

knowledge is not sufficient. Beside this one need to have practical knowledge, which would

help an individual in his/her carrier activities and it is true that Experience is best teacher.

Master of Business Administration is a course, which combines both theory and its

applications as its contents of study in the field of management. The main objective of this

report is to get the in depth knowledge regarding the Industry and enhance students

analytical skill.

I have tried my level best to do justice with the project. And I hope the project which was

conducted will help not only the Organization, but also me and society too.

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ACKNOWLEDGEMENT

I express my deep and sincere thanks to my guide Ajit Kumar(Senior Manager) and Raj

Kapoor Chowdhary(Sales Head) Kotak Securities ltd. Ranchi. who helped me in selecting

this project. They provided me an opportunity to do this project and gave their valuable time

and exemplary guidance during my project. Without their constant encouragement it would

have been impossible to test my theoretical knowledge.

I would like to thank the Praneeta Kumari(Relationship Manager) and all dealers Mr. Jitendra

Kumar, Mr. Triveni Gope and Amit Kumar Ghosh who took adequate care & effort in

understanding the market situation. So that I could complete my project smoothly and well in

stipulated time frame.

I also take this opportunity to express my deed gratitude to my loving parents and friends

who are a constant source of motivation and for their never ending support and

encouragement during this project.

I extend my gratitude to the entire staff members of Kotak Securities ltd, Ranchi who directly

or indirectly enabled me to complete this project.

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Table of Content

Content page No.

1. Abstract 9

2. Executive summary 10

3. Introduction 11-26

3.1 group profile

3.2 Company Profile

3.3 Types of Account

3.4 Industrial Overview

3.5 History of Stock Exchange

3.6 Types of Stock Market

4. Literature Review 27

5. Objective 28

6. Research Methodology 29

7. Tasks 30-52

7.1 Task 1

7.2 Task 2

7.3 Task 3

8. Findings 53

9. Limitations 54

10. Conclusion 55

11. Bibliography 56

12. Appendix 57-58

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List of Tables

Table Title Page No. Table No.1 Consumers on the Basis of Sex 31

Table No.2 Consumers on the Basis of Age Group 32

Table No.3 Consumers on the Basis of Educational Level 33

Table No.4 Income Level 34

Table No.5 Bank Preference 35

Table No.6 Investment Level 36

Table No.7 Saving Motive 37

Table No.8 Investment Pattern 38

Table No.9 Awareness about Equity Market 39

Table No.10 Having Demat Account 40

Table No.11 Interest Level 41

Table No.12 Broking Firm Preference 42

Table No.13 Annual Investment 43

Table No.14 Source Preference 44

Table No.15 Reason for Investment 45

Table No.16 Reason for Share Purchase 46

Table No.17 Reason for Share Sale 47

Table No.18 Trend of Investment 48

Table No.19 Satisfaction Level 49

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List of Figures

Figure title Page no Figure No. 1 Consumers on the Basis of Sex 31

Figure No. 2 Consumers on the Basis of Age Group 32

Figure No. 3 Consumers on the Basis of Educational Level 33

Figure No. 4 Income Level 34

Figure No. 5 Bank Preference 35

Figure No. 6 Investment Level 36

Figure No. 7 Saving Motive 37

Figure No. 8 Investment Pattern 38

Figure No. 9 Awareness about Equity Market 39

Figure No. 10 Having Demat Account 40

Figure No. 11 Interest Level 41

Figure No. 12 Broking Firm Preference 42

Figure No. 13 Annual Investment 43

Figure No. 14 Source Preference 44

Figure No. 15 Reason for Investment 45

Figure No. 16 Reason for Share Purchase 46

Figure No. 17 Reason for Share Sale 47

Figure No. 18 Trend of Investment 48

Figure No. 19 Satisfaction Level 49

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1. Abstract

Equity market is a volatile and a multi-billion industry in India. Traditionally known largely for its uncertainty it attracts the people with risk taking ability. Along with the rish and uncertainty it provides immense business opportunities.

Few years ago due to recession throughout the world the share market also went through a tough phase but after that it has done its recovery in a undisputed way. And now with the formation of new, positive and business friendly government it is rising and has touched its highest point.

As time passes it will gain more acceptances among people as their first preference for investment motive. The current market position is inviting people for investment with a good return prospective.

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2. Executive Summary

I am analyzing the consumer perception towards equity market. My analysis of project will

include the consumers thoughts and feelings about the investment pattern in the share market.

Along with this I will also try to find out the business perspectives for Kotak Securities ltd in

ranchi and the comparative analysis of different broking firms.

Kotak Securities has been serving worldwide with its excellence in services. It has so many

product and offerings for the customers in securities. Their aim is to provide customers with safe

investment platform backed by the quality services. The sales Manager has to know who are his

perspective and current customer as well as his competitors. This would help in creating a strategy

for each customer segment.

There are few documents that get the attention of product planners and marketers the way that

a competitive analysis does. A good competitive analysis is a scouting report of the actual

market terrain that a company must navigate in order to be successful. And there is no person better

equipped to write one than a market-savvy technical writer.

While Kotak Securities has developed a strong corporate culture and firm set of business

principles starting from its existence, it is focusing regarding its current performance, but is

dedicated to continuous improvement.

With entry of so many broking firms in the security market Kotak Securities has to face a tough

competition to sustain its position in the market.apart from this the illegal and unethical practices

has been exercising by the other firms has also created a problem for the company. Then also

kotak Securities is fighting with its competitors on the basis of valuable and quality services.

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3. Introduction

3.1 Kotak Mahindra Group

Kotak Mahindra is one of India's leading banking and financial services organizations, offering a

wide range of financial services that encompass every sphere of life. From commercial banking, to

stock broking, to mutual funds, to life insurance, to investment banking, the group caters to the

diverse financial needs of individuals and corporate sector.

The Group has a net worth of over Rs. 12,900 crores and has a distribution network of branches,

franchisees, representative offices and satellite offices across cities and towns in India. It has offices

in London, New York, California, Dubai, Abu Dhabi, Bahrain, Mauritius, & Singapore and is

servicing around 10 million customer accounts.

Kotak Group Products & Services:

Bank

Life Insurance

Mutual Fund

Car Finance

Securities

Institutional Equities

Investment Banking

Kotak Mahindra International

Kotak Private Equity

Kotak Realty Fund

3.2 company profile:

Kotak Secutities ltd was originally established in 1994, Kotak Securities is a subsidiary of Kotak

Mahindra Bank, which services more than 9 lakh customer accounts. The firm has a wide network

of more than 115 branches, franchisees representative offices, and satellite offices across 367 cities

in India and offices in New York, London, Dubai, Mauritius and Singapore.

We process more than 400000 trades a day which is much higher than some of the renowned

international brokers.

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The company is a corporate member of both The Bombay Stock Exchange (BSE) and The National

Stock Exchange of India (NSE). Our operations include stock broking services for trading in stock

markets through branches & internet and distribution of various financial products including

investments in IPOs, Mutual Funds and Currency Derivatives. Currently, Kotak Securities is one of

the largest broking houses in India with substantial geographical reach to Asia Pacific, Europe,

Middle East and America.

Kotak Securities Limited has Rs 373 crores of Assets Under Management (AUM) as of 31st Mar,

2014.

Innovators

We have been the pioneers in providing many products and services which have now become

industry standards for stock broking in India. Some of them include:

Mobile stock trading application to keep track of your investments even on the go

Facility of Margin Finance to the customers for online stock trading

Investing in IPOs and Mutual Funds on the phone

SMS alerts before execution of depository transactions

AutoInvest - A systematic investing plan in Equities and Mutual funds

Provision of margin against securities automatically against shares in your Demat account

Research Expertise

We specialize in Fundamental and Technical analysis backed by a team of highly trained and

qualified individuals.

Our full-fledged research division is involved in Macro Economic studies, Sectorial research and

Company Specific Equity Research which publishes in-depth stock market analysis. This is

combined with a strong and well networked sales force which helps deliver current and up to date

market information and news.

We are also a depository participant with National Securities Depository Limited (NSDL) and

Central Depository Services Limited (CDSL). By being a stock broker and depositary participant,

we provide dual benefit in our services wherein the investors can avail our stock broking services for

executing the transactions and the depository services for settling them.

Our Portfolio Management Service comes as an answer to those who would like to grow

exponentially on the crest of the stock market, with the backing of an expert.

http://www.kotaksecurities.com/whatweoffer/mobiletrading.htmlhttp://www.kotaksecurities.com/whatweoffer/systematic-investment-plan.html

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Awards

Broker of the Year (India) : The Asian Banker's Financial Markets Infrastructure

Achievement Awards, 2014

Overall best Equity Broking House by BSE IPF - D&B Equity Broking Awards for the

year 2013

Depository Participant of the year by BSE IPF - D&B Equity Broking Awards for the

year 2013

Top Performer in New Accounts Opened (Non-Bank Category) - NSDL Star Performers

Award 2013

Fastest growing Equity Broking House by BSE IPF - D&B Equity Broking Awards for

the year 2012

The Best Equity House in India by FinanceAsia for the year 2012

Best Broker in India by FinanceAsia for 2012, 2010 & 2009

UTI MF - CNBC TV18 Financial Advisor Awards - Best Performing Equity Broker

(National) for the year 2009

Best Brokerage Firm in India by Asiamoney in 2009, 2008, 2007 & 2006

3.2.1 Why Invest:

One should start investing to:

Earn from idle resources

Generate specified amount money to achieve a goal in life

Make a provision for an uncertain future

Let's face it. You will not be able to work forever. No matter how healthy you are, there will come a

time when you will not be able to work, due to health problems or simply aging. What will you do

for an income when the time comes to retire? This is why planning your long term investments

carefully is so important.

There are many reasons to invest. You can create wealth, beat inflation, achieve financial goals like

buying a car or paying for college, and retirement. You can invest in Share Market Equities, IPO's,

Mutual Funds, Insurance, PMS and other several asset classes.

We see stock market investing from your perspective, and make stock market recommendations

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based on actually listening to you and understanding your needs.

3.2.2 When To Start Investing:

The basic principles of investing are:

Start Investing early

Invest regularly

Invest for the long-term

The need to be financially secure is inherent in all of us. Whether you're a student studying to be a

professional or an established businessman hoping to grow beyond your dreams, the future needs a

foundation that's strong and dependable.

The basis of a strong financial foundation is planning. For a student, planning could mean putting

away as little as Rs. 1000 every month and to a senior executive it could mean the security for a

comfortable retired life. Successful money management can help you live life on your terms, without

any compromises.

3.2.3 Why Kotak Securities:

a. Right Investment Partner-

We see investing from your perspective, and make recommendations based on your needs. One of

our important goals is to simplify investing for you; along with this we also provide long term values

to our customers.

We have a million reasons for you to choose us. Listed below are a few:

Stability: We are a subsidiary of Kotak Mahindra Bank and one of the oldest and largest stock

broking firms in the Industry. We have been the first and only NBFC to receive the license to be

converted into a bank.

Innovators in the Industry: We have been the first in providing many products and services which

have now become industry standards.

First to provide Margin Financing to the customers

First to enable investing in IPOs and Mutual Funds on the phone

Providing SMS alerts before execution of depository transactions

Launching of Mobile application to track portfolio

AutoInvest - A systematic investing plan in Equities and Mutual fund

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Provision of margin against securities automatically against shares in your Demat account

Value: Whether you are a customer with a small or large wallet size, you can expect us to bring

value to you in every form.

Quality Research

Quick trade execution

Low brokerages

Accounts that suit your investment profile

Risk Profiler

Superior Customer Service

Service: We believe in high standards of service and that's precisely what we offer. It's an honour to

be awarded the most customer responsive company award in the Financial Institution sector by

AVAYA Global Connect Award both in 2006 and 2007.

Robust Technology: We have developed our own proprietary trading platform which is robust and

among the best in the industry. We have more than 150 technology professionals constantly working

on upgrading and speeding up all our systems.

Centralized Risk Management System: Unlike many other players we have a centralised risk

management system. This allows us to offer the same levels of service to customers across all

locations.

Exceptional Research: Unlike most other competitors we have our own in house research team. Our

in house research team is among the best in the industry and they have years of experience in the

financial markets. They scan through the plethora of stocks and find the scrips that have a high

potential of providing you good returns.

Our investors get research Technical, Fundamental, Derivatives, Macro-economic and mutual fund

research.

Large Presence: We are present in 386 cities with 1,255 outlets all over the country. Our employee

strength extends beyond 3,684.

b. Multiple Share Trading Platforms-

We understand your trading needs. If youre an Online Customer, Kotak Securities offers multiple

mechanisms to place your trade. Be it a wi fi-zone or a cybercaf or a 3G connection or GPRS

handset or a completely aloof from internet zone, youll always have access to trade through Kotak

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Securities. We are one of the brokers to have the highest number of trading platforms to serve your

trading needs.

c. Share Market Education-

When it comes to online trading, lack of certainty leads to inaction. One needs to be completely

informed about the markets, online trading applications, processes and basics of investing. Kotak

Securities has created several programs to help you learn everything about the stock market

investing. This initiative has helped several customers learn stock markets and online trading and

become successful traders.

Below are few of our programs and demos under the customer education initiative:

Kotak Securities Academy: An online initiative that depicts our relentless commitment to educate

on the basics of investing, with a collection on Equities, Derivatives and Mutual Funds.

Smart Start: An inspiring storyboard for young investors to understand the importance of saving

and investing for the future.

Webinars: As a customer of Kotak Securities, you'll be invited to all our educative webinars from

time to time. You'll get to learn online trading methods with Kotak Securities and tactics of stock

market investing.

Horizon: A fortnightly newsletter that educates you on various asset-classes and updates you on the

markets.

Research Reports: Be informed of every investment you make by referring to our various detailed

reports. You'll have an access to

Industry-level reports

Company specific reports

Mutual Fund recommendation reports

Currency derivatives reports

Derivative Toolkit

Technical Reports

What we

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3.2.4 What Kotak Securities offer:

Stock Market Instrument Types:

A capital market is a market for securities (debt or equity), where business enterprises and

government can raise long-term funds. And capital market instruments, also known as financial

instruments, are responsible for generating these funds, which can be used by investors to make a

profit.

Kotak Securities provides a one stop platform where you can trade in different types of instruments

in cash as well as derivative segment. These instruments are available for trading on NSE and BSE

and can be classified as:

Equity

Derivatives: Futures & Options, Foreign Indices

Mutual Funds

Currency Derivatives

Fixed Deposits and Bonds

Initial Public Offering (IPO)

Gold Exchange Traded Fund (ETF)

Share Trading Platforms-

Every investor has own style of investing is comfortable with different type of trading tools.

Understanding the investor need and available technologies Kotak Securities creates and provides

multiple platforms that would enhance trading experience of every investor. Below are the various

platforms that our customers can use as per their convenience:

Value Added Trading Services-

Going above and beyond your basic need of of transactions in equities, we offer you a plethora of

Value Added Services. When you choose any of Kotak Securities Trading accounts, the combination

of our research,trading platforms and communication channels enable us to deliver a higher value to

you.

Our specialised services like TradeSmart,Research on SMS and E-mail subscription constantly gives

you stock ideas that you can benefit from. Our services ensure that your end-to-end trading needs are

satisfied.

Below are the various Value Added Services we have for you:

http://www.kotaksecurities.com/whatweoffer/easyequity.htmlhttp://www.kotaksecurities.com/whatweoffer/Derivatives.htmlhttp://www.kotaksecurities.com/whatweoffer/easymutualfund.htmlhttp://www.kotaksecurities.com/whatweoffer/kotakCurrencyDerivatives.htmlhttp://www.kotaksecurities.com/whatweoffer/tax-saving-investments/fixed-deposit-bonds.htmlhttp://www.kotaksecurities.com/whatweoffer/easyipo.htmlhttp://www.kotaksecurities.com/whatweoffer/gold-etf-investment.htmlhttp://www.kotaksecurities.com/whatweoffer/trinityaccoun.htmlhttp://www.kotaksecurities.com/whatweoffer/trading-platforms.htmlhttp://www.kotaksecurities.com/research/

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AutoInvest

Super Multiple

Twin Advantage

BNST

Portfolio Tracker

SMS Alert Subscription

TradeSmart

Security Key

3.3 Types of account

AutoInvest - Start an SIP in Equities

Now you can do more with your trading account. AutoInvest is now offered to you as a value

added service from Kotak Securities, through which you can do Systematic Investment

Planning in Stocks. Through this product you can invest in stocks of your choice at regular

intervals - daily, weekly, fortnightly or monthly. You can choose your SIP type as either

amount-based or quantity based, where you can invest a fixed amount or buy a fixed quantity of

shares respectively.

Kotak Gateway - Stock Trading Account

Are you new to trading? Do you want to feel the waters before you swim? If Yes, this is an

ideal stock trading account for you. As an independent Investor, you will have access to all the

research and trading facilities to execute your trades. You can decide what to buy, when to buy

Kotak Pearl Account

Kotak Pearl account is a unique proposition that lets the woman of today take control of her

investments. The Pearl Account is designed with the objective of empowering women with the

benefits of stock market investing and keeping in mind her interests.

Kotak Private Client Group

Are you in search of the best share trading and investing services for your individual financial

needs? You are at the right place; we offer you nothing but the best. Understanding your

individual investing needs we at Kotak Securities make sure you get to enjoy premium and top

http://www.kotaksecurities.com/accountsection/Autoinvest.htmlhttp://www.kotaksecurities.com/whatweoffer/SuperMultiple.htmlhttp://www.kotaksecurities.com/whatweoffer/twinadvatages.htmlhttp://www.kotaksecurities.com/bnstg/bnstg.htmlhttp://www.kotaksecurities.com/whatweoffer/portfoliotracker.htmlhttp://www.kotaksecurities.com/whatweoffer/sms-stock-alerts.htmlhttp://www.kotaksecurities.com/stock-market-research/trade-smart.htmlhttp://www.kotaksecurities.com/whatweoffer/security-key.htmlhttp://www.kotaksecurities.com/home/http://www.kotaksecurities.com/home/

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of the line trading services only with Kotak Private Client Group.

Trinity Account is a unique integrated account that helps you enjoy the benefits of a Online Trading

Account, Bank Account, Demat Account on a single platform for your securities transaction. This

account gives you a convenience of fund transfer and online trading with our multiple logins.

Benefits of Trinity Account:

Single application to open three different account i.e. Bank Account, Demat A/c & Online

Trading Account.

Demat account

A demat account is like a bank account for your securities or investments. The only difference is that

while a bank account holds a depositor's money, the demat account contains your stocks, debentures,

bonds, government securities (Gsecs), mutual fund units, exchange traded fund (ETF) units etc. in an

electronic form.

The structure of the dematerialised system comprises a depository, which is the entity that actually

holds your securities. This can be compared to a bank, which holds your money. The depository has

dedicated agents called depository participants, more commonly referred to as DPs. If you want to

use the services of a depository then you need to open an account with a DP, which is similar to

opening an account with a bank branch. Kotak Securities is a DP of National Securities Depository

Limited (NSDL) and you can approach us to open and mange a demat account.

Once an account is opened you can use this to hold your various investments. When you make an

investment such as buying some stocks, then the quantity of stocks is directly credited to your demat

account. If you sell some stocks, then these will transferred out of your demat account, which will

then show the balance remaining therein. Similarly, the demat account can be used to deal in various

other securities so that the transactions are completed electronically without your having to deal with

the physical documents and the related paperwork. At any time, your demat account with us will

reflect the details of your existing holdings. So, all that you need to do is just check your account

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from time to time to get all the individual details including the quantity and value of each investment.

Kotak Securities' demat account is a secured and convenient way to track your securities and

investments.

Benefits of NRI trading account:

1. You can do online delivery based trading through our NRI- Trinity Account. This account

links your Banking, Demat andTrading account, thus providing you a seamless platform to

trade efficiently and conveniently.

2. Avail top class research from our dedicated Research Team that gives you valid, fact-based

and reliable research inputs on industry trends, sector news, which company scrips to buy, sell

or hold and more. You also get detailed reports on Daily Morning Briefs, Stock Ideas, Special

Reports (budgets, monsoon etc. and their impact on the stock markets) and access to Kotak

Securities News Channel. These reports are comprehensive yet simple and help you make

informed investment decisions on your own, while executing your choices efficiently.

3. You can now avail 80% margin against your executed & unbilled delivery marked trades.

4. You can buy IPO, MF and also have the facility to trade on both - NSE and BSE.

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3.4 INDUSTRIAL OVERVIEW

FINANCIAL SERVICE

In general, all types of activities, which are of a financial nature, could be brought under the

term 'financial services'. The term financial services' in a broad, sense means "mobilizing and

allocating savings". Thus it includes all activities involved in the transformation of savings

into investment.

Financial services can also be called 'financial inter mediation'. Financial intermediation is a

process by which funds are mobilizing from a large number of savers and make them

available to all those who are in need of it and particularly to , corporate customers.

Thus, financial services sector is a key area and it is very vital for industrial developments. A

well-developed financial services industry is absolutely necessary to mobilize the savings and

to allocate them to various invest able channels and thereby to promote industrial

development in a country.

Classification of Financial Services Industry

The financial intermediaries in India can be traditionally classified into two:

1. Capital Market intermediaries: it consists of term lending institutions and investing

institutions which mainly provide long term funds. On the other hand,

2. Money market intermediaries: it consists commercial banks, co-operative banks and

other agencies which supply only short term funds. Hence, the term 'financial services

industry' includes all kinds of organizations which intermediate .and facilitate financial

transactions of both individuals and corporate customers. Indian financial markets, broadly

comprising of segments like asset management, banking, insurance,

foreign direct investments (FDI) and foreign institutional investors (FII), effectively promote

the savings of the economy by directing them towards suitable investment options. The

Indian financial sector is well developed, competitive and integrated to face all traumas (like

the recent financial turmoil).World Economic Forums latest report Financial Development

Report 2012 has named India as the world's top-ranked country in terms of life insurance

density. Life insurance density is the ratio of direct domestic premiums for life insurance to

per capita gross domestic product (GDP) of a country. India has been ranked 40th in terms of

overall financial development of a country, but is much ahead of larger economies like the

US, UK, Japan and China for life insurance density.

Insurance Sector

Premium collection by general insurance companies increased by 24.7 per cent year-on-year (y-o-y)

in September 2012 at Rs 6, 059.02 crore (US$ 1.1 billion), according to the data compiled by the

sector regulator Insurance Regulatory and Development Authority (IRDA). The total premium stood

at Rs 34,001.09 crore (US$ 6.32 billion) for April-September 2012. In terms of premium collections

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for life insurance segment, private players collected Rs 7, 095 crore (US$ 1.32 billion) in April-

September 2012 period while state-owned Life Insurance Corp of India (LIC) recorded a remarkable

24 per cent y-o-y growth in premium collections at Rs 15, 532.7 crore (US$ 2.88 billion) during the

period. LICs support helped the industry post a 15 per cent y-o-y growth in premium collected in the

first half of 2012-13.

Banking Services

Key recent statistics pertaining to the Indian banking industry are discussed below:

According to the Reserve Bank of India (RBI)s Quarterly Statistics on Deposits and Credit

of Scheduled Commercial Banks, March 2012, Nationalised Banks accounted for 53.0 per

cent of the aggregate deposits, while the State Bank of India (SBI) and its Associates

accounted for 21.8 per cent. The share of New Private Sector Banks, Old Private Sector

Banks, Foreign Banks, and Regional Rural Banks in aggregate deposits was 13.0 per cent, 4.8

per cent, 4.4 per cent and 3.0 per cent, respectively.

Nationalised Banks accounted for the highest share of 52.0 per cent in gross bank credit

followed by State Bank of India and its Associates (22.5 per cent) and New Private Sector

Banks (13.5 per cent). Foreign Banks, Old Private Sector Banks and Regional Rural Banks

had shares of around 4.8 per cent, 4.8 per cent and 2.4 per cent, respectively.

Mutual Funds Industry in India

Indian mutual funds' average assets under management (AUM) increased by 5.3 per cent or Rs 392

billion (US$ 7.39 billion) to Rs 7.87 trillion (US$ 146.31 billion) in the October-December 2012

quarter from Rs 7.47 trillion (US$ 139 billion) in the previous quarter, as per the latest data released

by the Association of Mutual Funds in India (AMFI). The growth in assets was majorly driven by

inflows into income and gilt funds.

Private Equity, Mergers & Acquisitions (M&A) in India

Private Equity (PE) companies invested around US$ 8.85 billion in 2012, according to

consultancy firm Price Waterhouse Coopers (PwC). Information technology (IT) and

healthcare seemed to have witness the highest number of deals on the PE canvas wherein

there were 162 deals worth US$ 3.25 billion in IT and healthcare witnessed 48 deals worth

US$ 1.23 billion.

Similarly, the pace intensified on the merger and acquisition (M&A) front. There were as

many as 268 deals (involving Indian entities) that amounted to about US$ 36.3 billion in

2012; up 22.6 per cent over the 2011 tally, reported the global deal tracking firm Merger

market.

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Foreign Institutional Investors in India

Investments into Indian shares through participatory notes (PNotes) were recorded at US$

32.4 billion in November 2012, according to the latest data released by the Securities and

Exchange Board of India (SEBI). PNotes, allow entities like overseas High Net-worth

Individuals (HNIs), hedge funds and other foreign institutions, to invest in Indian markets

through registered FIIs , while saving on time and costs associated with direct registrations.

Overseas investors infused a hefty sum of Rs 4, 500 crore (US$ 836.64 million) in the first

week of January 2013; wherein during January 1- 4, 2013, FIIs were gross buyers of shares

worth Rs 8, 350 crore (US$ 1.55 billion), while they sold equities amounting to Rs 3, 830

crore (US$ 712.09 million).

Financial Services in India: Recent Developments

The Ergo Insurance Group (part of worlds leading reinsurer Munich Re) and the Avantha

Group, India's leading business conglomerate, have entered into a joint venture agreement in

the space of life insurance. The new company, to be named Avantha Ergo Life Insurance

Company Ltd, is expected to commence operations at the beginning of 2014, subject to

regulatory approval.

The Small Industries Development Bank of India (SIDBI) has partnered with eight regional

rural banks (RRBs) and urban co-operative banks in West Bengal. The scope of agreements

includes training the staff of RRBs and co-operative banks in project appraisal, monitoring

and collection as also providing free access to software on a down-scaling methodology

developed for lending to micro enterprises.

Financial Services: Government Initiatives

The Indian Government has re-affirmed its efforts to push economic growth by increasing the FDI

limit from 26 per cent to 49 per cent in insurance. The reform is expected to please international

players who had been waiting to venture into India and also encourage existing players to increase

their stakes in strategic alliances. The Indian insurance sector needs US$ 10-12 billion capital

infusion in the next five years.

Furthermore, in a bid to attract higher foreign inflows, the Government of India (GoI) has opened up

an opportunity for FIIs of all jurisdictions to earn tax-free interest by investing in debt instruments of

a state-owned enterprise. Owing to this landmark move, FIIs and non-resident Indian (NRIs) have

been allowed to invest in the public issue of tax-free bonds by Housing and Urban Development

Corporation (Hudson) that opened up on January 9, 2013.

The GoI has also approved the establishment of a Credit Risk Guarantee Fund Trust (CRGFT) for

low income housing, with an initial outlay of Rs.1000 crore (US$ 185.92 million). The CRGFT,

registered on May 1, 2012 and launched on October 31, 2012 would administer and operate the

Scheme, which is demand-driven, as stated by Ajay Maken, Union Minister of Housing & Urban

Poverty Alleviation (HUPA).

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3.5 History of Stock Exchanges

It was in the year 1875 that the working of stock exchange in India started. BSE is the oldest stock

market in India. Indian stock trading started with 318 persons taking membership in Native Share

and Stock Brokers Association, which is now known as the Bombay Stock Exchange or BSE in

short. In 1965, BSE got permanent recognition from the Government of India. National Stock

Exchange (NSE) comes second to BSE in terms of popularity. BSE and NSE represent themselves as

synonyms of Indian stock market.

The 30 stock sensitive index or Sensex was first compiled in 1986. The Sensex is compiled based

onthe performance of the stocks of 30 financially sound benchmark companies. In 1990 the BSE

crossed the 1000 mark for the first time. It crossed 2000, 3000 and 4000 figures in 1992. The reason

for such huge surge in the stock market was the liberal financial policies announced by the then

financial minister Dr. Man Mohan Singh. The buoyant mood of the market was suddenly gone with

Harshad Mehta scam. It came to public knowledge that Mr. Mehta, also known as the big-bull of

Indian stock market diverted huge funds from banks through fraudulent means. He played with 270

million shares of about 90 companies.

Millions of small-scale investors became victims to the fraud as the Sensex fell flat shedding 570

points. Thus, from that day it became very clear that the stock market is not a place where you can

earn money easily without taking into considerations about your environmental changes. It also made

it very clear that the small investors should themselves as safe as possible because of the uncertainty

in the market.

To prevent such frauds, the Government formed The Securities and Exchange Board of India (SEBI),

through an Act in 1992. SEBI oblige several rigid measures to protect the interest of investors. Now

with the inception of online trading and daily settlements the chances for a fraud is nil as the stock

broking companies had to make it very to each and every investor bout the various issues of the stock

market. Sensex crossed the 5000 mark in 1999 and the 6000 mark in 2000. The 7000 mark was

crossed in June and the 8000 mark on September 8 in 2005. After the liberalization, when the gates

were open for the foreign investors the Indian stock. Market was flooded with the FDIs (foreign

direct investments) and the market has shown tremendous amount of volatility. And very recently

market has even touched the 21,000 mark.

3.6 Type of Stock Market

The market or place, where securities, viz. shares are exchanged or traded or simply where buying or

selling of shares takes place, is called stock exchange or stock market. In India there are two types of

stock exchanges:

1. National Stock Exchange (NSE)

2. Bombay Stock Exchange (BSE)

NSE is a Mumbai-based largest stock exchange in India in terms of daily turnover and number of

25 | P a g e

trades. Though it is mutually-owned by a set of leading financial institutions like banks, insurance

companies but its ownership and management operate as a separate entities. It is the second fastest

growing stock exchange in the world with a recorded growth rate of 16.6%. It was incorporated in

November 1992 as a tax paying company. In April 1993 it was recognized as a stock exchange under

the Securities Contracts Act, 1956. The capital market (equities) segment of the NSE commenced its

operations in November 1994, while operations in derivatives segment commenced in June 2000. It

is the third largest Stock Exchange in the world in terms of number of trades in equities.

BSE is the oldest stock exchange in Asia and also the biggest in the world in terms of listed

companies with 4800 listed companies as of August 2007. It was established in 1875. It played a

pivotal role in the development of its index SENSEX which is tracked worldwide. It has a PAN India

presence in 417 cities and towns.

In a nation with middle class population of above 200 million, most of whom dream of a better,

financially comfortable tomorrow, the stock market is obviously seen as the perfect place to invest

when you consider that stock markets can make you rich in a very short span of time provided you

play your cards correctly. But the scams in the last centuries have made the investors to play it safe,

if they dont know the rules of the game.

In the past few years though have seen a wave of technology enhancements sweeping through the

Indian share markets, wiping out archaic conventions. Due to this we have seen many changes

coming into the picture like online share trading gradually coming to India. These technological

innovations have been brought out most proactively by NSE.

The online share trading started way back in February 2000 with the Geojit Securities conducting the

first online transaction where 100 shares of Reliance was traded by SEBI Chairman D R Mehta for

Geojit Chairman A P Kurien. Since then a lot has changed in the Stock market. Currently, online

trading volumes in India is just about 20% of the total trades. Slow off the blocks, but online share

trading in India is poised to grow very fast in the future. From a base of about Rs 3 crore in April

2000, online trading volume has raised to nearly In the stock market, basically trading of shares is

done apart from commodities trading. Trading is the process of buying at lower price and then selling

it at a higher price for earning profits. Share trading is one of the most successful trading and it has

become simpler, fast, and secure from offline trading or phone trading into online trading. Online

trading is done with the help of internet. One of the biggest problems with the stock market is that

there are no guarantees. After doing a lot of research at your home still it may be possible that the

stock which you had picked falls to oblivion.

Share trading is done in mainly two ways:

1. Online share trading: Online share trading is done with the help of computer, internet connection

and with trading or demat account is called online share trading, or we can say that online trading is

the trading of securities via the internet. If you would like to do online share trading then you should

have a computer, internet connection and online trading account. It is done via internet means that all

the transaction is settled electronically.

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2. Offline share trading: In offline trading the transactions are done through the phone and when to

buy or sell is directed through phone. In other words trading will be done by another person on ones

behalf based on the instructions given by one, and then the other person can be a broker. The broker

will do buying and selling of shares on ones behalf depending on the instructions given by one. This

type of trading was done in the past but nowadays most of the trading is done through computers i.e.

online.

E.g. Suppose that if Mr. X wants to sell n number of shares when the share price reaches Rs. 100,

then X will tell his broker to sell the share at Rs 100 (i.e. when the price of Rs. 100 is reached).

Nevertheless, with all the convenience of online trading there are still investors who prefer the old

fashion way of offline trading. Offline trading has lost some popularity but it is still the main form of

investing.

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4. Literature Review

Investing is both Arts and Science. Every Individual has their own specific financial need and

expectation based on their risk taking capabilities, whereas some needs and expectation are universal.

Therefore, we find that the scenario of the Stock Market is changing day by day hours by hours and

minute by minute. The evaluation of financial planning has been increased through decades, which

can be best seen in customers. Now a days investments have become very important part of income

saving. In order to keep the Investor safe from market fluctuation and make them profitable,

Portfolio Management Services (PMS) is fast gaining Investment Option for the High Net worth

Individual (HNI). There is growing competition between brokerage firms in post reform India. For

investor it is always difficult to decide which brokerage firm to choose. As the PMS services of

Share khan Limited have the best result in its field .It has given 43.50% return in Trailing stops,

94.30%return in Nifty and 38.10% in Beta Portfolio which is the result when the Market was not

doing well from last one year.

The stock market has been a part of people's lives throughout the twentieth century. Millions of

people around the world have money invested in their countries own respective markets. Since the

coming of age of online trading, more people have been investing their money in stocks than ever

before because of the advantages it offers. Online trading allows people to trade stocks quickly

without the help of a broker, letting the investors have more control over their transactions. The

competition between companies has helped decrease the cost of making the transactions. In addition

to that, ordinary people now have access to information that could only be seen by brokers. Overall,

online trading saves time, money and gives power to the investor rather than the broker. The

combined effects of financial services companies striving to drop the cost of providing customer

service and the significant rise in individual investors' interest in taking control of their own

investments continues to increase the use of online securities trading. Further, many individual

investors rely on the internet as a means of learning as much as they can about specific investments

before executing a stock or bond trade online, and this factor alone is changing the landscape of

financial services. It is seen that the financial services firms are walking a fine line between

automating transactions by putting powerful investment tools in the hands of individual investors,

while at the same time educating them of the financial benefits of long-term investing. With the

advancement of online trading individual investors have more control over their funds than ever

before, yet with that freedom comes a high level of responsibility to make sure the advice,

applications and tools they gain access from financial services firms are in fact the best match with

their investment needs. For this industry, analysis can be conducted in an effort to determine who has

the power, the customers or the suppliers? Competitive forces provide buyers or suppliers with an

advantage in terms of who holds the bargaining power. Tumbling markets, falling share prices....

make us appear the trading exercise very lucrative. But still puzzled, where will we be able to choose

the right lot from the markets.

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5. Objective

1. To know about the consumer perception about the equity market.

2. To know about the investment pattern of consumers,

3. To get knowledge about the other broking firms.

4. To search about the future prospects of kotak securities ltd.

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6. Research Methodology

The research includes both primary and secondary data. The information from the

respondents is collected through questionnaire. The primary data was collected from the

people of Ranchi, Jharkhand and secondary data is collected from the books,official website

of kotak securities, internet, research papers and other sources.

Questions are framed in such a way that the answers reflect the views and thoughts of the

respondents with regard to level of satisfaction. Respondents are required to tick at the

appropriate box. Some facts revealed in the study are based on the response given by the

respondents.

Research Design

Descriptive: Since it is not a new area of survey or research. Earlier so many research works

have been done by various people about the consumer perception towards equity market.

Qualitative: I only emphasized on objective questions related with their mind set-up and

their perception about equity market with a reference to kotak securities.

Primary: First hand data was collected from the people of ranchi. The primary data collected

for this purpose was on the basis of a field survey. A questionnaire prepared for this purpose,

were filled upon the basis of interview and free discussion with selected respondents. In order

to conduct field survey, interview and questionnaire filled in by the consumers itself and

taken as the study area.

Sample Size: There were 100 respondents. All these respondents were from Ranchi,

Jharkhand.

Sampling method: For the purpose of the study, Convenience Sampling was used.

Method of data collection: Data was collected with the help of a questionnaire and semi-

structured interview.

Sample Area: For the survey Ranchi has been selected. Ranchi was selected on convenience

basis.

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7. Task:

1. To know about the consumer perception regarding equity market.

2. To do comparative analysis of different broking firms.

3. To focus on the business expansion perspectives of Kotak Securities ltd.

a.) To meet existing clients and know about their status.

b.) To meet the new and prospective clients and make them aware about the services of

Kotak Securities ltd.

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7.1 Task 1: Consumer Perception about the Equity Market:

(Data Analysis and Interpretation)

Consumers status on the basis of different parameters:

a.)On the basis of sex-

Table 1: consumers on basis of sex

Sex number

Male 82

Female 18

Total 100

In the survey most of the consumers were male i.e 82% and rest are female(18%).

fig.1:consumers on basis of sex

male

female

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b.)On the basis of age:

Table no.2: Consumers on basis of age group

Age group Number

60 15

In the survey I found that most of the respondents were from 40-60 age group(46%). Then

the age group were 25-40(27%), >60(15%) and

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c.)on the basis of educational qualification:

Table no.3: consumers on the basis of educational level

Educational level Number

Matriculation 9

Intermediate and equivalent 18

Graduate and equivalent 51

Post-graduate and equivalent 22

Most of the respondents were from Graduate and equivalent(51%)then the Post-graduate and

equivalent(22%) comes. Backed by Intermediate and equivalent(18%) and

matriculation(9%).

fig.3:consumers on the basis of educational level

matric

intermediate

graduation

post-graduation

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Sec-A

Q1. What is your average annual income?

Table No.4: Income level

Income Range Number

500000 43

Among the respondents most of the people were having income >500000(43%) backed by

the income group of 400000-500000(25%), 200000-500000(19%) and

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Q2. In which bank do you have your account?

Table No.5: Bank Preference

Bank Number

SBI 44

PNB 7

ICICI 14

HDFC 8

Any Other 27

In the survey 44% people have their bank account in SBI. after that 27% in other banks,14%

in ICICI, 8% in HDFC and 7% people have their account in PNB.

fig.5:Bank Preference

SBI

PNB

ICICI

HSFC

any other

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Q3. How much money do you invest annually?

Table No.6: Investment Level

Amount number

200000 19

The amount of investment is mostly done 200000 by 19% people.

fig.6:Investment Level

200000

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Q4. What is your motive behind investment?

Table No.7: Saving Motive

Motive Number

Saving 24

Tax Saving 41

Future Perspective 22

Any Other 13

In this survey I came to know that 41% do investment for the purpose of tax saving. Then 24% people for saving, 22% for future perspective and 13% people do investment for other reasons.

fig.7:Saving Motive

saving

tax saving

future perspective

any other

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Q5. What is your investment pattern?

Table No.8: Investment Pattern

Pattern Number

Short Term 23

Long Term 77

Among all the respondents 77% people accepted that they do investment for long term while rest

23% people do for short term.

fig.8:Investment Pattern

short term

long term

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Q6. Do you know about the equity market?

Table No.9: Awareness About Equity Market

Notion Number

Yes 82

no 18

This survey revealed that out of 100 respondents 82% people were aware about the equity market

while rest 18% didnt know about it.

fig.9:Awareness About Equity Market

yes

no

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Q7. Do you have demit account?

Table No.10: Having Demat Account

Option Number

Yes 74

no 26

Out of those 82% people who know about the equity market 74% had demat account while 26%

people didnt have the demat account.

fig.10:Having Demat Account

yes

no

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Q8. Are you interested in investing in the share market?

Table No.11: Interest Level

Option Number

Yes 10

No 16

When I talked to those 26% people who didnt have their demit account 10 people shown interest

for investment in equity market while 16 people dont want to invest.

fig.11:Interest Level

yes

no

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SEC-B

Q1. In which company do you have demit account?

Table No.12: Broking Firm Preference

Broking firm Number

Kotak securities 34

IIFL 12

HDFC Securities 9

Bonanza 5

Any Other 14

Out of 74 people 34 people had their demit account in kotak securities while 14 people in other

agencies,12 people in IIFL, 9 people in HDFC securiries, and 5 people were having demit account in

bonanza.

fig.12:Broking Firm Preference

kotak securities

IIFL

HDFC securities

bonanza

any other

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Q2. How much money do you invest annually in equity market?

Table No.13: Annual Investment

Amount Number

150000 19

In this survey 30 people do investment of 50000-150000,19 people >150000, 13 people 20000-

50000 and 12 do investment of

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Q3. What sources do you use to make decision on investments in the stock market?

Table No.14: Source Preference

Source Number

Press 4

T.V 24

Broker Advice 23

Friend Advice 14

Any Other 9

Out of 74 people 24 people know about equity through T.V,23 people through Broker Advice, 14

people through Friend Advice, 9 people through other sources and 4 people know about

equity market through press.

fig.14:Source Preference

press

t.v

broker advice

friend advice

any other

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Q4. What is the main reason you consider while investing in the stock market?

Table No.15: Reason for Investment

reason Number

Dividend 9

Low Share Price 14

Expectation of Share Price Increase 23

Expectation of Good Return 18

Any Other 10

23 people invest because of expectation of share price increase, 18 people because of

expectation of good return, 14 people because of low share price, 10 people because of other

reason and 9 people invest because of dividend.

fig.15:Reason for Investment

dividend

lowshare price

Expectation of Share Price Increase

Expectation of Good Return

Any Other

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Q5. What aspect of company do you think are taken into account while purchasing shares?

Table No.16: Reason for Share Purchase

Reason Number

Dividend Policy 7

company Market Image 29

Market Condition 21

level of Share Price 13

Any Other 4

In the survey 29 people purchase because of company Market Image, 21 people because of

market condition, 13 people because of level of share price, 7 people because of dividend

policy and 4 people purchase share because of other reasons.

fig.16:Reason for Share Purchase

Dividend Policy

company Market Image

Market Condition

level of Share Price

Any Other

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Q6. What factor influences you to sell your shares of a certain company?

Table No.17: Reason for Share Sale

Reason Number

Low or No Dividend 8

Low Share Price 14

Expectation of Share Price Decrease 25

Bad Market Condition 18

Any Other 9

Out of 74 people 25 people sell shares because of expectation of share price decrease, 18

people because of Bad Market Condition, 14 people because of low share price, 9 people

because of other reason and 8 people sell shares because of low or no dividend.

fig.17:Reason for Share Sale

Low or No Dividend

Low Share Price

Expectation of Share Price Decrease

Bad Market Condition

Any Other

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Q7. Which pattern you follow while investing in the share market?

Table No.18:Trend of Investment

Trend Number

Intraday Trading 27

Delivery 47

Out of 74 people 47 people do delivery trading and 27 people do intraday trading.

fig.18:Trend of Investment

Intraday Trading

Delivery

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Q8. Are you satisfied with the services of your existing trading company?

Table No.19: Satisfaction Level

Option Number

Yes 57

No 17

Out

Out of 74 respondent 57 people were satisfied with the services of their broking firms while only 17

were dissatisfied from the services of their company.

fig.19:Satisfaction Level

yes

no

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7.2 Task: 2- Comparative Analysis of Different Broking Firms

To get more knowledge about the share market and to bring clarity in my understanding

about the organisational work culture I moved towards different broking firms. I visited the

other broking firms situated in ranchi and talked to the concern person regarding their

products and service offering. In this task I preferred interview method and asked them the

questions related to share trading process.

I visited 5 broking firms in ranchi. In this task I came to know about the difference in

working pattern and services offered by the different firms. During the discussion with these

broking firms the questions were related to-

Account opening charges

Annual maintenance charge(AMC)

Broking charge (for intraday and delivery)

Limit amount (the amount given by firm for trade)

Trading patterns available

Other extra charges, if any

Products and services offered by the company

Any special thing about their firm

Security facility

Any strategic investment book for customers

Kotak securities

HDFC securities

bonanza sharekhan Narnolia securities

a/c opening charge

750 999 999 500 390

Brokerage charge

Intraday 0.05 o.05 0.05 0.05 0.05

Delivery 0.50 0.40-0.50 0.50 o.50 0.50

AMC 600 500 Free 500 300

Exposer

Intraday 6 times 7 times 10 times 6 times 8 times

delivery 4 times 5 times 3 times 4 times 4 times

Research report

Available weekly available no available

commodity online online Online online offline

Money transaction

Multiple bank

Only HDFC bank

Multiple bank

Multiple bank

Multiple bank

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7.3 Task: 3 Business Expansion Perspectives:

a.)To Meet Existing Clients And Know About Their Status.

I met the existing customers of kotak securities ltd and came to know about their feelings and

thoughts about the company itself and the stock market also. This meeting was a interview

cum discussion session. In this I asked about their experience with share market and the

services of the company provided to them.

The main objective behind these meetings was to know about their satisfaction level with

company and to make improvement if there is any problem.

During these meeting customers shared their initial experience and the ups and downs in their

investment pattern in the share market. They talked about the present condition of share

market and predicted the future of it. some of them were very optimistic about the market

while some were very careful during investment in this bull phase of market.

In these meetings they raised some issues and discussed some problems which are-

Company dont give proper information about the market.

They dont contact on regular basis.

Dealers suggest some stocks only for the sake of the brokerage.

Company dont give any magazine or investment portal.

Company sales people dont tell about some hidden charges at the time of account

opening.

Company add some extra charges on the transactions.

Company dont inform about the changed telephone numbers.

So many times the telephone number is not reachable.

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b.) To Meet The New And Prospective Clients And Make Them Aware About The

Services Of Kotak Securities LTD:

This task was assigned to get some practical application of the theoretical knowledge. In this

process I met so many people and represented my company. I talked to them about our

company product and services and convinced them to associate with it.

So many people didnt find themselves easy with share market and they hesitated to invest in

this market. I talked to them patiently and tried to resolve their doubts and suggested them to

invest in this market. Most of them were agreed to invest in the share market.

During this period I came to know about the negative perceptions about the share market.

Some of this are-

It is a very risky market.

It is loss making investment.

Company will take our money.

Company will invest in products from where it will earn more commission.

Investment in share market is never going to be beneficial.

In the process of meeting new clients I had followed some steps. So that I could easily get

appointment from them.

Prospecting:

I generated a database of contact numbers of clients and then talked to them regarding demat

account opening.

Taking appointment:

Among those customers many of them shown interest regarding investment in the share

market. So I fixed appointment with these clients.

Visit:

Then I visited to the prospects clients after taking the appointment and explain them about the

products and investments process in the share market. I also told them about the features of

investment into the market.

Follow ups:

After the account is opened by the client dealers continue to be connected and provide new

information related to existing products or new products.

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8. Findings

Young and risky people love to invest in share market. they like the sudden changes

in the market.

People who want to earn money in less time prefer to do intraday trading.

People who want to earn money but with a calculated risk they go for delivery

trading. Usually they trade according to the market condition. These are the close

watchers of the movement of market.

Some wealthy people totally depend on dealers for the investment and easily agreed

with their suggestions because of lack of time and their devotion to their business and

job.

Due to its volatility people consider equity market as a very risky investment

portfolio.

Mostly people prefer to invest in fixed deposits, insurance and bonds rather than

equity market.

People have lack of awareness regarding equity market. They hesitate to talk about

this market.

People considers it as a loss making market.

Women are less interested regarding investment in the share market.

People with family burdens and other responsibilities dont want to invest in the share

market.

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9. Limitations

The report has been prepared on the basis of information given by the respondents which

may be biased.

Sample size is limited to 100, findings and conclusions are based on knowledge and

experience of the respondents.

Sometime information may subject to personal problems.

This study was only restricted to the Ranchi.

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10. Conclusion

Kotak Securities is active in the share trading from a very long time. So it understands their

need and financial requirements. Along with it its customer pro services have made it the

customers first preference while investing in the share market.

Due to clarity in its work culture it has maintained a good customer base. But due to lack of

awareness about equity market Kotak Securities find it tough to expand its business. But still

there is a huge untapped customer segment which needs some encouragement from the

company side.

Since Kotak Securities has a good image and reach to the customers, but to gain more

customer loyalty it will have to promote its product which makes feel customers more

associated. Advertisement is the area where it can do creative things to make customers

attached with its services.

Along with this it should also try to organise some conferences on regular basis and should

invite investors to participate in it. It should also promote some social events to get a positive

and a distinct image in customers eye.

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11. Bibliography

Text Books

Security Analysis and Portfolio Management by Punithavathy Pandian, Vikas Publications.

Security analysis and portfolio management by V.A. Avadhani.

Websites:

www.kotaksecurities.com

www.bseindia.com

www.nseindia.com

www.sebi.gov.in

www.economictimes.com

www.moneycontrol.com

http://www.kotaksecurities.com/http://www.bseindia.com/http://www.nseindia.com/http://www.sebi.gov.in/http://www.economictimes.com/http://www.moneycontrol.com/

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12. Appendix

Questionnaire Regarding Awareness and Perception of the Share Market

Hello, I am Awadhoot Prakash Singh, pursuing degree of Master of Business

Administration from Central University of Jharkhand, Ranchi. This survey

(Questionnaire) is a part of my Summer Internship Program in Kotak Securities LTD. I

assure you that the information given by you would be kept secret and would not be shared to

any outsider.

Name -----------------------------------

Age ----------------------------------------

Education level -----------------------------------

Occupation ------------------------------

Contact number -----------------------------------

Mail id --------------------------------------------

Section-A

Q1. What is your average annual income?

500000

Q2. In which bank do you have your account?

S.B.I P.N.B HDFC ICICI any other_____________

Q3. How much money do you invest annually?

200000

Q4. What is your motive behind investment?

Saving tax saving future perspective any other___________

Q5. What is your investment pattern?

Short term long term

Q6. Do you know about the equity market?

Yes no

Q7. Do you have demit account?

Yes no (if yes, directly go to the Section-B)

58 | P a g e

Q8. Are you interested in investing in the share market?

Yes no

Section-B

Q1. In which company do you have demit account?

Kotak securities IIFL sherkhan bonanza any other ________

Q2. How much money do you invest annually in equity market?

150000

Q3. What sources do you use to make decision on investments in the stock market?

Press T.V broker advice friend advice others _______________

Q4. What is the main reason you consider while investing in the stock market?

Dividend low share price expectation of share price increase

expectation of good return

Q5. What aspect of company do you think are taken into account while purchasing shares?

Dividend policy company market image corporate governance standard

level of share price any other ________________________

Q6. What factor influences you to sell your shares of a certain company?

Low or no dividend low share price expectation of share price decrease

bad market condition any other _____________________

Q7. Which pattern you follow while investing in the share market?

Intraday trading delivery

Q8. Are you satisfied with the services of your existing trading company?

Yes no

______________

(Signature)

Thank you