CHAPTER-1

INTRODUCTION OF THE COMPANY

Share khan is one of the leading retail brokerage of City Venture which is
running successfully since 1922 in the country. Earlier it was the retail
broking arm of the Mumbai-based SSKI Group, which has over eight decades
of experience in the stock broking business. Share khan offers its customers
a wide range of equity related services including trade execution on BSE,
NSE, Derivatives, depository services, online trading, investment advice etc.
Earlier with a legacy of more than 80 years in the stock markets, the SSKI
group ventured into institutional broking and corporate finance 18 years ago.
SSKI is one of the leading players in institutional broking and corporate
finance activities. SSKI holds a sizeable portion of the market in each of
these segments. SSKI’s institutional broking arm accounts for 7% of the
market for Foreign Institutional portfolio investment and 5% of all Domestic
Institutional portfolio investment in the country. It has 60 institutional clients
spread over India, Far East, UK and US. Foreign Institutional Investors
generate about 65% of the organization’s revenue, with a daily turnover of
over US$ 2 million.

The content-rich and research oriented portal has stood out among its
contemporaries because of its steadfast dedication to offering customers
best-of-breed technology and superior market information. The objective has
been to let customers make informed decisions and to simplify the process of
investing in stocks.
VISION

To be the best retail brokering Brand in the retail business of stock market.
MISSION

To educate and empower the individual investor to make better investment

decisions through quality advice and superior service.
WORK STRUCTURE OF SHAREKHAN

Share khan has always believed in investing in technology to build its

business. The company has used some of the best-known names in the IT
industry, like Sun Microsystems, Oracle, Microsoft, Cambridge Technologies,
Nexgenix, Vignette, VeriSign Financial Technologies India Ltd, Spider Software
Pvt Ltd. to build its trading engine and content. The City Venture holds a
majority stake in the company. HSBC, Intel & Carlyle are the other investors.
On April 17, 2002 Share khan launched Speed Trade and Trade Tiger, are
net-based executable application that emulates the broker terminals along
with host of other information relevant to the Day Traders. This was for the
first time that a net-based trading station of this caliber was offered to the
traders. In the last six months Speed Trade has become a de facto standard
for the Day Trading community over the net.
Share khan’s ground network includes over 700+ Share shops in 130+ cities
in India.

The firm’s online trading and investment site - www.sharekhan.com - was

launched on Feb 8, 2000. The site gives access to superior content and
transaction facility to retail customers across the country. Known for its
jargon-free, investor friendly language and high quality research, the site has
a registered base of over 3 Lacks customers. The number of trading
members currently stands at over 7 Lacks. While online trading currently
accounts for just over 5 per cent of the daily trading in stocks in India, Share
khan alone accounts for 27 per cent of the volumes traded online.
The Corporate Finance section has a list of very prestigious clients and has
many ‘firsts’ to its credit, in terms of the size of deal, sector tapped etc. The
group has placed over US$ 5 billion in private equity deals. Some of the
clients include BPL Cellular Holding, Gujarat Pipavav, Essar, Hutchison,
Planetasia, and Shopper’s Stop.
Finally, Share khan shifted hands and City venture get holds on it.
 SERVICES PROVIDED BY SHAREKHAN

BENEFITS OF SHARE KHAN

· Free Depository A/c

· Instant Cash Transfer
· Multiple Bank Option.
· Secure Order by Voice Tool Dial-n-Trade.
· Automated Portfolio to keep track of the value of your actual purchases.
· 24x7 Voice Tool access to your trading account.
· Personalized Price and Account Alerts delivered instantly to your Mobile
Phone & E-mail address.
· Live Chat facility with Relationship Manager on Yahoo Messenger
· Special Personal Inbox for order and trade confirmations.
· On-line Customer Service via Web Chat.
· Enjoy Automated Portfolio.
· Buy or sell even single share
· Anytime Ordering.
Share khan offers the following products:-

CLASSIC ACCOUNT

This is a User Friendly Product which allows the client to trade through
website www.sharekhan.com and is suitable for the retail investors who is
risk-averse and hence prefers to invest in stocks or who do not trade too
frequently.

Features

· Online trading account for investing in Equity and Derivatives via

www.sharekhan.com
· Live Terminal and Single terminal for NSE Cash, NSE F&O & BSE.
· Integration of On-line trading, Saving Bank and De-mat Account.
· Instant cash transfer facility against purchase & sale of shares.
· Competitive transaction charges.
· Instant order and trade confirmation by E-mail.
· Streaming Quotes (Cash & Derivatives).
· Personalized market watch.
· Single screen interface for Cash and derivatives and more.
· Provision to enter price trigger and view the same online in market watch.

SPEEDTRADE
Speed trade is an internet-based software application that enables you to
buy and sell in an instant.
It is ideal for active traders and jobbers who transact frequently during
day’s session to capitalize on intra-day price movement.

Features
· Instant order Execution and Confirmation.
· Single screen trading terminal for NSE Cash, NSE F&O & BSE.
· Technical Studies.
· Multiple Charting.
· Real-time streaming quotes, tic-by-tic charts.
· Market summary (Cost traded scrip, highest clue etc.)
· Hot keys similar to broker’s terminal.
· Alerts and reminders.
· Back-up facility to place trades on Direct Phone lines.
· Live market debts.
DIAL-N-TRADE

Along with enabling access for trade online, the CLASSIC and SPEEDTRADE

ACCOUNT also gives Dial-n-trade services. With this service, one can dial
share khan’s dedicated phone lines 1-800-22-7500, 3970-7500.
Beside this, Relationship Managers are always available on Office
Phone and Mobile to resolve customer queries.

SHAREMOBILE
Share khan had introduced Share mobile, A mobile based software where
one can watch Stock Prices, Intra Day Charts, Research & Advice and Trading
Calls live on the Mobile.
(As per SEBI regulations, buying-selling shares through a
mobile phone are not yet permitted.)

PREPAID ACCOUNT
Customers pay Advance Brokerage on trading Account and enjoy
uninterrupted trading in their Account. Beside this, great discount are also
available (up to 50%) on brokerage.

Prepaid Classic Account : - Rs. 2000

Prepaid Speed trade Account : - Rs. 6000

IPO ON-LINE

Customers can apply to all the forthcoming IPOs online. This is quite hasslefree,
paperless and time saving. Simply allocate fund to IPO Account, Apply
for the IPO and Sit Back & Relax.

MUTUAL FUND ONLINE

Investors can apply to Mutual Funds of Reliance, Franklin Templeton

Investments, ICICI Prudential, SBI, Birla, HDFC, DSP Merrill Lynch, PRINCIPAL
and TATA with Share khan.

ZERO BALANCE ICICI SAVING ACCOUNT

Share khan had tied-up with ICICI bank for Zero Balance Account for Share
khan’s Clients. Now their customers can have a Zero Balance Saving Account
with ICICI Bank after your de-mat Account creation with Share khan.

MARKETING STRATEGIES OF THE COMPANY

Tele calling:-The Company uses the Telecalling/ phone calling to reach
the customers, which are interested. This is the most important
technique to save time and giving demo of the company’s product
through making call in order to know the customer interest towards the
product. This is the strategy with which one can motivate customer to
go for the product and etc.
LMS: It is leads management system which means leads are
generated by the customer who wants to purchase the product of the

company. Company provides facility to the customer on online to fill

the registration form through which the companies’ executives can
provide more information to the customer.
Yellow Pages: Yellow pages are used to gather data for making calls
so that customer who did not fine time and are unaware of the product
can know about the product. Customers are given freedom to ask
question related to the products this is the technique used to increase
the awareness of the company.
Canopy’s: This is the most important technique used by share khan
securities to market its product in different areas of the city, company
put their canopies and customer who are willing to know about the
product come forward and provide best of their knowledge. Besides
this company executives ask customer to fill the questionnaire that
tells the company about the levels of brand awareness. It also
increases the product awareness because it is generally put at the
crowdies places like near main
Markets, cinemas, hotels, atm or etc where people come in good
numbers.
Direct Marketing: Share khan executive’s reaches to the does of the
customer by fixing appointments with the interested customer, they
describe the details of the product. Executive give demonstration of
the products so that customer can understand better.
Advertising: Advertising is the most important tool of increasing
awareness of the product and this is the most widely used technique
by the company to tell about the new features and new lunch by giving
briefing of the product. Share khan use banners, distribution of
pamphlets, and advertisement in newspapers, magazines.
References: Share khan strategy is to satisfy the customer in terms of
their need by providing them timely services and knowledge about the
trade in equities, mutual funs by giving tips for investment advises
through e-mails or toll free calls for this purpose customers are
provided relationship manager who give investment advice and also
make transaction on their behalf on demand. B satisfying customer
executives ask their references that not only increase the awareness
but also increase the good will of the company.
Competitiveness: The Company is innovative and uses the latest
technology to improve the product to fulfill the demands of the
customers. Share khan makes it easy for the customer to make online
transaction of shares. The company is competitive in terms of the
product price and facilities it offers to the customer.

Internet: Company provides detailed information about the products

on Internet so that customer can know about the product easily andcompletely
 BRANCHES ALL OVER INDIA

SWOT ANALYSIS

Strengths:
It is a pioneer in online trading with a turnover of Rs.400crores and
more than 800 peoples working in the organization.
SSKI the parent company of Share Khan has more than eight decades
of trust and credibility in the Indian stock market. In the Asian Money
Broker’s poll SSKI won the “India’s best broking house for 2004” award.
Share Khan provides multi-channel access to all its customers through
a strong online presence with www.sharekhan.com, 250 share shops in
130 cities and a call-center based Dial-n-Trade facility
Share Khan has dedicated research teams for fundamental and
technical research. Which constantly track the pulse of the market and
provide timely investment advice free of cost to its clients which has a
strike rate of 70-80%
Weakness:
Localized presence due to insufficient investments for country wide expansion.
Lack of awareness among customers because of non-aggressive
promotional strategies (print media, newspapers, etc).
Lesser emphasis on customer retention.
Focuses more on HNIs than retail investors which results in meager
market-share as compared to close competitors.

Opportunities:
With the booming capital market it can successfully launch new
services and raise its client’s base.

It can easily tap the retail investors with small saving through
promotional channels like print media, electronic media, etc.

As interest on fixed deposits with post office and banks are all time
low, more and more small investors are entering into stock market.

Abolition of long term capital gain tax on shares and reduction in short
term capital gain is making stock market as hot destination for
investment among small investors.

Increasing usage of internet through broadband connectivity may

boost a whole new breed of investors for trading in securities.

Threats:
Aggressive promotional strategies by close competitors may hamper
Share Khan’s acceptance by new clients.

Lack of sufficient branch-offices for speedy delivery of services.

Other players are providing margin funds to investors on easy terms
where as there is no such facility in share khan.

More and more players are venturing into this domain which can
further reduce the earnings of Share Khan.
ONLINE SHARE TRADING AND COMPETITORS

Online share trading

With a Share khan online trading account, you can buy and sell shares in an
instant! Anytime you like and from anywhere you like.
You can choose the online trading account that suits your trading habits and
preferences - the Classic Account for most investors and Trade tiger for active day
traders. Your Classic Account also comes with Dial-n-Trade completely free,
which is an exclusive service for trading shares by using your telephone.

KEY FEATURES OF ONLINE TRADING

Freedom from paperwork

Instant credit and money transfer
Trade from any net enabled PC
After hour orders
Online orders on the phone
Timely advice and research reports
Real-time Portfolio tracking
Information and Price alerts
When beginning your foray in investing in shares, we need a lot of things -
from the right tools and the right information at your disposal, to assistance
when we need it and advice on investing. SHAREKHAN has been in this
business for over 80 years now, and we can get a host of services and tools
that are difficult to find in one place anywhere else. The Share khan First
Step program, built specifically for new investors is testament to their
commitment to being our guide throughout our investing lifecycle.

SHAREKHAN TRADE TIGER ACCOUNT

These accounts for active traders who trade frequently during the day's
trading session .Following are few popular features of Speed Trade account.

Features of trade tiger account

Real-time streaming quotes with Instant order Execution &

Confirmation
Hot keys similar to a traditional broker terminal
Alerts and reminders
Back-up facility to place trade on Direct Phone lines
A single platform for multiple exchange BSE & NSE (Cash & F&O), MCX,
NCDEX, Mutual Funds, IPOs
Multiple Market Watch available on Single Screen

Multiple Charts with Tick by Tick Intraday and End of Day Charting
powered with various Studies

Graph Studies include Average, Band- Bollinger, Know Sure Thing,

MACD, RSI, etc
Apply studies such as Vertical, Horizontal, Trend, Retracement & Free lines

User can save his own defined screen as well as graph template,
that is, saving the layout for future use

User-defined alert settings on an input Stock Price trigger

Tools available to gauge market such as Tick Query, Ticker, Market

Summary, Action Watch, Option Premium Calculator, Span Calculator

Shortcut key for FAST access to order placements & reports

Online fund transfer activated with 12 Banks

SAMPLE OF TRADE TIGER

PROCESS ON ACCOUNT OPENING

LEAD MANAGEMENT SYSTEM (LMS)/ REFERENCES

CONTACT

TELEPHONE AND PERSONAL VISIT

APPOINMENT

DEMONSTRATION

AGREE DISAGREE No

DOCUMENTATION

FILLING THE FORM

SUBMISSION THE FORM

LOGIN OF THE FORM

SENDIND ACCOUNT OPNING KIT TO CUSTOMER TRADING

 COMPETITORS INFORMATION

There are many competitors in the north region like KARVY, HDFC
SECURITIES, INDIABULL, ICICI DIRECT, 5PAISE.COM, INDIA
INFORLINE, AND KOTAK.
But i have selected above mention5 companies to compares with share
khan ltd.
The selected five companies are follows-
1. 5paisa.com
2. Kodak Street
3. India Bull
4. ICICI Direct
5. HDFC Security

5PAISE.COM

Company Background
India info line was founded in 1995 and was positioned as a research firm in
2000 e-broking was started under the brand name of 5paisa.com. Apart
from offering online trading in stock market the company offers mutual funds
online. It also acts as a distributor of various financial services i.e. GOI
securities, Company Fixed Deposits, Insurance, Limited ground network,
present in 20 Cities.
Online account types

1. Investor terminal
Account opening: 500
De-mat 1st year 250
Initial margin: 2500(compulsory)
Min margin retainable: 1000
Brokerage:
Intraday- 0.10% + ST
Delivery – 0.50% + ST

2. Trader Terminal
A/c opening: 500
De-mat: 250
Initial Margin: 5000(compulsory)
Min margin retainable: 1000
Brokerage
Intraday- 0.10% + ST
Delivery - 0.50% + ST
Account access charges
Monthly: Rs. 800
Downtime
Recent past 5 paisa trader terminal is experiencing high frequency downtime
between 3:00 to 3:30 pm due to server load
Manual accounting
The 5 paisa accounting system is manual, online fund transfer through bank
is not credited unstably.
Limit is provided EOD for shares sold from DP, or call. Similarly limit released
for shares sold under BTST is manual. Delay in receiving payout of clear
funds from trading to bank account.
Min account balance
Min Rs.1000 is to be maintained in form of cash/securities to keep account
active. This can be withdrawn only on closure of account.

KOTAK STREET

Company Background
Kotak Street is the retail arm of kotak securities. Kotak Securities limited is a
joint venture between Kotak Mahindra Bank and Goldman Sachs.

Online account type

Twin advantage/ green signal: 2 DP’s, limit against shares.
Free way: flat Rs 999 cover charge p.m. 0.03% per transaction.
High traders: 6 times exposure cash and derivatives, auto sq off 2:55
Cash expressway: spot payment, additional 0.5% charges.
For kotak fast lane/ keatlite/ keat desktop are trading interfaces keat desktop
with advanced tools comes at a charge of Rs. 500 non refundable.

Pricing of kotak

A.O. 500, De-mat 22.5 per month, Initial margin: Rs 5000, Min margin
retainable: Rs. 100 Brokerage slab wise: - Higher the volume, lower the
brokerage. Even older customers (on 0.25% and 0.40%) have been moved to
the slab wise structure.
Slab structure of kotak

Delivery Volume Brokerage Square Volume Brokerage

P.M Off P.M
<1 lakh 0.65% <10 lakhs 0.10% each leg
1 lakh – 5 lakhs 0.60% 10 lakhs – 25 lakhs 0.08% each leg
5 lakhs – 10 lakhs 0.50% 25 lakhs – 2 cr. 0.06% each leg
10 lakhs – 20 lakhs 0.40% 2 cr. – 5 cr. 0.05% each leg
20 lakhs – 60 lakhs 0.30% >5 cr. 0.04% each leg
60 lakhs – 2 cr. 0.25%
>2 cr. 0.20%
* DP charges extra
* Brokerage is inclusive of taxes
 INDIABULLS

Company Background

India Bulls has retail financial Services Company present in 70 locations

Covering 62 cities. It offers a full range of financial services and Products
ranging from Equities to Insurance. 450 + Relationship Managers who act as
personal financial advisors
Online account type

Signature account: Plain vanilla account with focus on equity analysis. The
equity analysis is a paid service even for account holders.
Power India bulls: Account with sophisticated trading tools, low
commissions and priority access to R.M.
Pricing of India bulls accounts:

Signature account:
Account opening: 250/=
De-mat Rs. 200 if POA is signed, No AMC for this DP
Initial Margin Nil
Brokerage: negotiable
Power India bulls:
Account opening: 750/=
De-mat Rs. 200 if POA is signed, No AMC for this DP
Initial Margin Nil
Brokerage: negotiable

Paid Research

SCHEME FACILITY
WEB BASED 1 MONTH 500 VIEW AND PRINT ON WEBSITE
WEB BASED 1 YEAR 6000 VIEW AND PRINT ON WEBSITE
PRINT REPORT 1 MONTH 750 VIEW AND PRINT ON WEBSITES + 10
REPORTS DELIVERED
PRINT REPORT 1 YEAR 9000 VIEW AND PRINT ON WEBSITE + 10
REPORTS DELIVERED

Deal clinchers V/S India bulls.

POA for Clients DMAT

All shares held by client trading with IB are moved to IB Pool Account and the
same is shown as a reflection in client DP account. Charges are levied to
move shares from IB pool Account to client DP account
Paid research services
Access to a research even for and IB trading account hold is charges a min.
of Rs 500 a month.
Margin funding hoax
The interest on funding starts on leveraged delivery trades from T + 1 day
itself @ 21 % p.a., on a daily basis.
The role of relationship manager
Each RM is looked upon as revenue generator and he gets a % on business
generator from client. This can lead to over leveraged (interest) & high
frequency (brokerage) trading, which may no be in the best interest of the client.

ICICI DIRECT

Company Background
ICICI Web Trade Limited (IWTL) maintains ICICIdirect.com. IWTL is an Affiliate
of ICICI Bank Limited and the Website is owned by ICICI Bank Limited.

Account opening: Rs. 750/=

Schemes: For short periods Rs 750 is refundable against brokerage
generated in a qtr. These schemes are introduced 3-4 times a year.
De-mat nil 1st year charges included in account opening plus a facility open
additional 4 DP’s
Without 1st year AMC.
Initial margin nil

Brokerage:

Delivery vol. per qtr. Brokerage

<10 lakhs 0.85%
10 lakhs – 25 lakhs 0.75%
25 lakhs – 50 lakhs 0.60%
50 lakhs – 1 cr. 0.40%
1 cr. – 2 cr. 0.35%
2 cr. – 5 cr. 0.30%

Poor online interface

Slow website interface with no real time quotes crates dissatisfaction among
high frequency traders.
Margin trading restriction
The margin trading system is available 1 up to 2:45 p.m. , with outstanding
net positions under margin segment automatically squared off at any time
between 2:45 – 3:30 pm. Thus no control of squared off price.
Morning trades issue
Being one of the websites with larger no. of after hour orders which are
pushed 1st thing in the morning, creates a choking of orders to the exchange,
causes delay of confirmation for new order placed during the early morning
trades
Restriction of BTST
Sale of shares purchased is restricted to T + 1 day and is not permitted on T
+ 2 day.
Deal clinchers V/S ICICI direct
No leverages for delivery trades
Delivery is restricted to the total money allotted into the trading account.
No flexibility on leverage on intraday trades.
The leverage of 4 times is available for intraday trades.
Restriction of bank account
The choice of bank is restricted to ICICI bank.
Higher brokerage rates with slabs
The delivery brokerage is pegged at 0.85% and trading at 0.15% each side,
this makes is very unviable for customers dealing in large volumes. Although
progressively the delivery and trading brokerage reduce as volume go up.

HDFC SECURITIES

Company Background
The HDFC BANK, HDFC and Chase Capital Partners and their associates
promote HDFC SECURITIES LTD. Pioneers in setting up Dial-a-share services
with the largest team of Tele-brokers.

De-mat account with HDFC securities:-

It is conversion of physical shares into electronic form.
Dematerialization charges
Rs. 3 per share certificate
Rs. 35 per request.
Folio charges are Rs.150 per annum.
Buying and selling transaction through brokers –Charges are 0.05% of
transaction value
Off market transactions charges - 0.04% of transaction value

Online account type

HDFC online trading A/C:- plain vanilla account with focus on 3 in 1
advantages.

HDFC securities pricing of HDFC account

Account opening: 750
De-mat: 1st year charges included in account opening
Initial margin: Rs. 5000 for non HDFC bank customers
AMC: first year nil and Rs. 450 per year from 2nd year onwards.
Brokerages
Trading 0.15%
Delivery 0.50%
Deal clinchers V/S HDFC securities

Poor online interface

A part from having no product to cater to day – traders the HDFC securities
online website is plagued with downtime. The same is currently being
revamped.

Lack of focus on broking

The core business of HDFC is housing finance. Broking as a business is a
small part of the portfolio of financial services and hence the commitment to
resources is limited.

No leverage
No leverage is available to clients even for intraday trades, effectively all
clients are on cash
And carry system.

No flexibility in commercial terms

The delivery brokerage is pegged at 0.5% and trading and 0.15% side, this
makes it unviable for customers dealing in large volume.

CHAPTER-2

RESEARCH METHODOLOGY

Research Methodology:
Research design is a basic frame work, which provides guidelines for the rest
of research process. It is a map or blue print according to which the research
is to be conducted.

Objective of Research
Each research study has its own specific purpose. It is like to discover to
Question through the application of scientific procedure. But the main aim of
our research to find out the truth that is hidden and which has not been
discovered as yet. Our research study has two objectives.

Primary objective: -How Share khan Ltd is best services providers as a

stock broker in the north region.
Secondary objective: -
1. To know about the awareness towards stock brokers and share market.
2. To study about the competitive position of Share khan Ltd in Competitive
Market.
3. To study about the effectiveness & efficiency of Share khan Ltd in relation
to its customer
4. To study about whether people are satisfied with Share khan Services &
Management System or not
5. To study about the difficulties faced by persons while Trading in Share
khan.
6. To study about the need of improvement in existing Trading system.

Research Design
Research design is the conceptual structure within which the research would
take place. The presentation of such a design facilitates research to be as
efficient as possible yielding maximum information.

1. Deciding the Objective of the

Study.

2. Questionnaire.
3. Sample Selection.
4. Feedback Collection.
5. Analysis.

Types of research

I used a descriptive type of research. It is one which includes surveys and

fact – finding, Enquiries of different kinds. The major purpose of such
research is description of the state of affairs, as it exists at present.

METHODS OF DATA COLLECTION

While deciding about the method of data collection to be used for the study
the researcher should keep to types of data.
1. Primary Data
2. Secondary Data.

1. Primary data collection

The data collected by the researcher from the field.
Primary data can be collected by
Experiment
Survey
Personal Interviews
Questionnaire
Tele-calling
2. Secondary sources of data
It is the data which has already been collected by some one or an
organization for some other purpose or research study. The data for my study
has been collected from various sources.
Books
Journals
Internets
News papers
Pamphlets
Broacher
Magazines
We use in our research primary data, as well as secondary data. Primary
means collected a fresh, and the first time data and secondary means which
are already available like annual report, magazines etc.

RESEARCH METHODOLOGY ADOPTED

• Type of research: - Qualitative research

• Sampling Plan: Population:
-Element- Consumers
-Sampling unit- Each element acts as an independent unit.
• Sampling Type: - Area sampling.
As research was limited on the basis of geographical location I.e...

Delhi
• Sample Size: - 100 Respondents
• Data Source: - Primary Data collected by conducting face to face
Personal Interviews.
• Research instruments: -
Questionnaire was used to extract the information from the
Respondents.
 CHAPTER-3
DATA INTERPETION AND ANALYSIS

1. Are you aware about share market and online trading?

Yes No
AWARE OF ONLINE SHARE %OF RESPONDENTS
TRADING
Yes 93.33%
No 6.67%

AWARNESS ABOUT SHARE MARKET AND ONLINE TRADING

YES 93.33 NO 6.67

Interpretation: - With the increase in cyber education the awareness

towards online share trading has increased by leaps and bounds. The
awareness is expected to increase further with the increase in internet
education

2. In which of these financial instruments do you invest?

FINANCIAL INSTRUMENTS % PERCENTAGE OF

INVESTMENT
Mutual fund 33.33%
Bonds 6.67%
Online trading 20%
Derivative 10%
Insurance 3.36%
Others 26.67%
Interpretation: - 73.33% people are interested in, returns, liquidity and tax
benefits. And remaining 26.67% are interested in capitals, risk covering.

4. Do you have a De mat and trading account?

Yes NO
HAVING A DE MAT AND TRADING A/C PERCENTAGE OF DE MAT
AND TRADING A/C

Yes 76.67%
No 23.33%

PERRCENTAGE OF HAVING DEMAT AND TRADING A/C

Interpretations: - 76.67% people having de-mat and trading a/c, remaining

23.33% have no De-mat and trading a/c. This shows that maximum people
are interested in share trading.

5. How did you come to know about the broking firm?

Newspaper
Journal
TV Advertisement
Internet
Friend
Other

SOURCE OF NEWS OF PERCENTAGE OF SOURCE

BROKING FIRM

Newspaper 20
Journal 10
TV Advertisement 10
Internet 23.33
Friend 26.67
Other 10

SOURGE OF NEWS ABOUT BROKING FIRM

Interpretations:- 26.67% people know about broking firm through friend
recommendation, 23.33% through internet, 20% through newspaper and rest
through other source.

6. Which company provides you large no. of product and

services?

COMPANY NAME PERCENTAGE OF

RESPONDENT
Share khan 53.33%
India bulls 13.33%
ICICI Direct 6.67%
HDFC Security 13.33%
KOTACK Street 3.33%
5paisa.com 0%
Other 10%

PERCENTAGE OF RESPONDENT
Interpretations:- 53.33% have respondent of share khan ltd ,13.33% have
respondent of India bulls, 6.67% respondent of ICICI direct, 13.33%
respondent of HDFC security,3.33% respondent of KOTACK street, 0%
respondent of 5paisa.com, and 10% respondent of Other.

7. How important do you think these factors influence in

choosing a broking firm?
Low brokerage :-( Not important) (Important) ( Extremely
important)
Better customer service:- ( Not important) (Important )
(Extremely important)
Brand loyalty:- ( Not important) ( Important) (Extremely
important) (30)
Good trading tips:- (Not important) (Important) (Extremely
important)
Margin money:- ( Not important) (Important) (Extremely
important)
Timely research report:- (Not important) ( Important) (Extremely
important)
Friend recommendations:- (Not important) ( Important)
( Extremely important)

Interpretations:- 70% people thinks brandloyaty and friend

recommendations is extremely important. 50% people think low
brokerage and timely research report is extremely important. 47%
people think better customer service, good trading tips and margin
money is extremely important.
8. Best broking firm according to you?

HIERARCHY LEVEL OF % OF TRUSTING

BROKING COMPANY

Share khan 43.33%

India Bulls 16.67%
KOTAK street 3.33%
ICICI Security 6.67%
HDFC Direct 10%
Other 2

9. Are you interested to invest through SHAREKHAN LTD in future?

Yes No
FEATURE % TO INVEST % OF
INTERESTED
THROUGH SHARE KHAN

Yes 43.33%
No 56.67%

FUTURE OF INVESTMENT THROUGH SHARE KHAN

YES NO

Interpretations: - 43.33% respondent of share khan, 56.67% respondent of

other broking house.
10. Most important things you take into your mind while making
investments?

Risk
Return
Both

FACTOR %AGE
Risk 3.33%
Returns 40%
Both 56.67%

FACTOR OF INVESTMENT

RISK RETURNS BOTH

Interpretation: 96.67% people are considered the both factors risk as well
as returns but, only 43.33% considered the risk or returns factor.

***
 CHAPTER-4

OBSERVATION AND FINDINGS

To study the sales and distribution management and improve the Customer
Acquisition Process by analyzing the consumer behavior, response and
mindset towards the product and services the company offers.

1. Preference of Investment:
Consumers want to invest 75% in Mutual funds, 16% in Bonds, 7% in online
trading and 2% in Derivatives.

2. Awareness on Online Share Trading

72% consumers are aware of online share trading and 28% consumers are
not aware of online share trading.

3. Awareness of Share khan ltd.:

70% consumers are known about Share khan ltd. and 30% consumers are
not known about Share khan ltd.

4. Company have De-mat A/C

In Share khan Ltd 38% respondents have De-mat & trading account because
of better services and no annual maintenance and other charges.

5. Company provide large no. of product and services

22% respondent of Share khan ltd., 18% have respondent of HDFC,
Respondent of ICICI

FINDINGS
According to the survey most of the customers of “Share khan Ltd”
says that it is pocket friendly.

Coming to faith 70% say Share khan Ltd is better than others stock
brokers due to Customer’s satisfaction
.
Main purposes of investments are returns & liquidity.

Investors take risk as well as returns into their mind while making the
investment.

Businessmen are more interested in the stock market than the others.
Commodity market is less preferred by the investors.

People want to invest their money in the security market but they
haven’t the proper knowledge.

People are not aware of hedging in stock market.

People pay more emphasis on brokerage than service provided by

brokerage houses.
SUGGESTION

Commitment should be equalized for every person.

Provide the facility of free demonstrations for all.
Improvement in the opening of De-mat & contract notice procedure is
required.
There should be a limited number of clients under the relationship
manger. So that he handle new as well as old customer properly.
Some promotional activities are required for the awareness of the
customer.
People at young age should be encouraged to invest in stock market.
Seminars should be held for providing information to prospective and
present customers.

CONCLUSION
With the increases in cyber education awareness toward share market and
share trading has leaps and bounds; the awareness is expected to increases
future with the increase in internet education.
On the basis of the study it is found that share khan ltd is better services
provider than the other share brokers because of their study and research
and personalized advice on what stocks to buy and sell. Share khan ltd
provides TRADE TIGER as well as relationship manager the facility for
encouragement and protect the interest of the investors. It also provides the
information through the mail and mobile alerts that what IPOs are coming in
the market and it also provides its research on the future prospect of the
IPOs.

Share khan is looked upon revenue generated and he gets a 100 % on

business generated from client. This can lead to over leverage and high

frequency trading which may in best interest of the customer.

Study also concludes that people are not much aware of commodity market
and while it’s going to be biggest market in India

The company should also organize seminars and similar activities to enhance
the knowledge of prospective, and existing customers, so that the feel more
comfortable while investing in the stock market
 BIBILIOGRAPHY

o Websites

www.bseindia.com

www.google.com

www.nseindia.com
www.moneycontrol.com
www.sharekhan.com
www.icicidirect.com
www.5paisa.com
www.indiabulls.com

o Newspaper

ECONOMIC TIMES
TIMES OF INDIA
ANNEXURE

Please tick your response whenever appropriate:

NAME:-
PROFESSION:-
ADDRESS:-
CONTACT NO:-

1.Are you aware about share market and online trading?

Yes No

2.In which of these financial instruments do you invest?

Mutual fund
Bonds
Online trading
Derivative
Insurance
Other

3.What is the basic purpose of your investment?

Liquidity
Returns
Capitals
Tax benefits
Risk covering

4. Do you have a D-mat and Trading account?

Yes NO

5.How did you come to know about the broking firm?

Newspaper
Journal
TV Advertisement
Internet
Friend
Other

6.Which company provides you large no. of product and services?

Share khan
India bulls
ICICI Direct
HDFC Security
KOTAK Street
5Paisa.com
Other

7. How important do you think these factors influence in choosing a

broking firm?

Low brokerage :-( Not important) (Important) ( Extremely

important)
Better customer service:- ( Not important) (Important )
(Extremely important)
Brand loyalty:- ( Not important) ( Important) (Extremely
important)
Good trading tips:- (Not important) (Important) (Extremely
important)
Margin money:- ( Not important) (Important) (Extremely
important)
Timely research report:- (Not important) ( Important) (Extremely
important)
Friend recommendations:- (Not important) ( Important)
( Extremely important)

8.Best company according to you?

Share khan
India bulls
KOTAK Street
ICICI Direct
HDFC Security
Other

9. Are you interested to invest through SHAREKHAN LTD in feature?

Yes No

10. Most important things you take into your mind while making
investments?

Risk
Return
Both