EXECUTIVE SUMMARY

TITLE OF PROJECT:

A STUDY ON CUSTOMER SATISFACTION TOWARDS RELIANCE

MUTUAL FUND (RMF) LUCKNOW BRANCH

STATEMENT OF THE PROBLEM:

The number of studies conducted to understand the customer satisfaction

towards Reliance Mutual Funds remains elusive and the throat cut
competition facing by the company is the major reason to study customer
satisfaction towards reliance mutual fund and also to check whether the
distributors are satisfied with the performance of reliance mutual funds
(RMF).

OBJECTIVES OF THE STUDY:

The study level of satisfaction of customers towards Reliance Mutual
Fund.
To find the factors which are responsible for slow growth of mutual
funds.
To find the customers preference to various options available in
Reliance Mutual Fund.
To know the kind of benefit people expected from Reliance Mutual
Fund.

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 Commented [1]:

SCOPE OF THE STUDY

The study urges to know the customer satisfaction , current market trend and
performance and also to improve the existing services and to add on anything
if required the study also helps to understand risk and hence informed about
investment decisions for better performance of the company

DATA COLLECTION

There are several ways of collecting the appropriate data which differ
considering in context of money, costs , time, and other resources data can be
collected through different sources. A sample design is a definite plan for
obtaining a sample from a given population. It refers to the technique or
method the researcher would adopt in selecting items for the sample. I have
used convenience sampling method and I have taken 30 sample size.

Primary data
Primary data was collected through survey method by distributing
questionnaire to the different customers of reliance mutual funds in Lucknow
branch

Secondary data
The secondary data collection includes collection of data through sources
like

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 1. Fund facts sheets of different AMCS that are considered for the
analysis purpose
2. From record, report, magazine and websites of RMF.

LIMITATIONS OF THE STUDY

Time constraints : due to less availability of time it may be possible

that all the related aspects May not be covered in the project
Analysis is done with the limited availability of the data

SUGGESTIONS:
There is high potential market. For mutual fund investors Lucknow
city but this market need to be explored as investors are still hesitated
to invest their money in mutual fund.
Investor has inadequate knowledge of mutual fund, so proper
marketing of various scheme is required, company should arrange
more and more seminar about mutual fund.
Company should also provide the knowledge of growth rate and
expected growth rate of mutual fund in India.
Reliance must be concentrate on the management of the company so
that every work can be done in a proper way.
Reliance must be advertising its tie up company fund along with their
features that the investors can invest in that type of fund in Reliance.

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.

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INDUSTRY PROFILE

Introduction

A mutual represents a vehicle for collective investment. Till 1986, the Unit
Trust of India was the only mutual fund in India. Since then public sector
banks and insurance companies have been allowed to set up subsidiaries to
undertake mutual fund business. So, State Bank of India, Canara Bank, LIC,
GIC, and few other public sector banks entered the mutual fund industry.

In 1992, the mutual fund industry was opened to the private sector, and a
number of private sector mutual fund such as Birla Mutual Fund, DSP
Merrill Lynch Mutual Fund, Kotak Mahindra Mutual Fund, Morgan Stanley
Mutual
Fund, Tata Mutual Fund, Prudential ICICI Mutual Fund, Reliance Mutual
Fund,
Standard Chartered Mutual Fund, Templeton Mutual Fund, IDBI- Principal
Mutual Fund have been set up. The process of consolidation began in recent
years.

At present, there are about 30 mutual funds managing nearly 1000 schemes.
While the mutual fund industry in India has registered a healthy growth over
the last 15 years, it is still very small in relation to other intermediaries like
banks and insurance companies. Mutual funds are one of the best
investments ever created because they are very cost efficient and very easy to
invest in. by pooling money together in a mutual fund, investors can
purchase stocks or bonds with much lower trading costs than if they tried to
do it on their own. But the biggest advantage to mutual funds is
diversification.

The mutual fund industry in India started in 1963 with the formation of Unit
Trust of India, at the initiative of the Government of India and Reserve Bank
of India. The history of mutual funds in India can be broadly divided into
four distinct phases

First Phase - 1964-1987

Unit Trust of India (UTI) was established in 1963 by an Act of Parliament. It

was set up by the Reserve Bank of India and functioned under the Regulatory
and administrative control of the Reserve Bank of India. In 1978 UTI was
delinked from the RBI and the Industrial Development Bank of India (IDBI)
took over the regulatory and administrative control in place of RBI. The first
scheme launched by UTI was Unit Scheme 1964. At the end of 1988 UTI
had Rs. 6,700 crores of assets under management.

Second Phase - 1987-1993 (Entry of Public Sector Funds)

1987 marked the entry of non-UTI, public sector mutual funds set up by
public sector banks and Life Insurance Corporation of India (LIC) and
General Insurance Corporation of India (GIC). SBI Mutual Fund was the first
non-UTI
Mutual Fund established in June 1987 followed by Canbank Mutual Fund
(Dec 87), Punjab National Bank Mutual Fund (Aug 89), Indian Bank Mutual
Fund (Nov 89), Bank of India (Jun 90), Bank of Baroda Mutual Fund (Oct
92). LIC established its mutual fund in June 1989 while GIC had set up its
mutual fund in December 1990.

At the end of 1993, the mutual fund industry had assets under management of
Rs. 47,004 crores.

Third Phase - 1993-2003 (Entry of Private Sector Funds)

With the entry of private sector funds in 1993, a new era started in the Indian
mutual fund industry, giving the Indian investors a wider choice of fund
families. Also, 1993 was the year in which the first Mutual Fund Regulations
came into being, under which all mutual funds, except UTI were to be
registered and governed. The erstwhile Kothari Pioneer (now merged with
Franklin Templeton) was the first private sector mutual fund registered in
July 1993.

The 1993 SEBI (Mutual Fund) Regulations were substituted by a more

comprehensive and revised Mutual Fund Regulations in 1996. The industry
now functions under the SEBI (Mutual Fund) Regulations 1996.

The number of mutual fund houses went on increasing, with many foreign
mutual funds setting up funds in India and also the industry has witnessed
several mergers and acquisitions. As at the end of January 2003, there were
33 mutual funds with total assets of Rs. 1, 21,805 crores. The Unit Trust of
India with Rs. 44,541 crores of assets under management was way ahead of
other mutual funds.
Fourth Phase - since February 2003

In February 2003, following the repeal of the Unit Trust of India Act 1963
UTI was bifurcated into two separate entities. One is the Specified
Undertaking of the Unit Trust of India with assets under management of Rs.
29,835 crores as at the end of January 2003, representing broadly, the assets
of US 64 scheme, assured return and certain other schemes. The Specified
Undertaking of Unit Trust of India, functioning under an administrator and
under the rules framed by Government of India and does not come under the
purview of the Mutual Fund Regulations.
The second is the UTI Mutual Fund, sponsored by SBI, PNB, BOB and LIC.
It is registered with SEBI and functions under the Mutual Fund Regulations.
With the bifurcation of the erstwhile UTI which had in March 2000 more
than Rs. 76,000 crores of assets under management and with the setting up of
a UTI Mutual Fund, conforming to the SEBI Mutual Fund Regulations, and
with recent mergers taking place among different private sector funds, the
mutual fund industry has entered its current phase of consolidation and
growth.

Structure of the Indian mutual fund industry:

The Indian mutual fund industry is dominated by the Unit Trust of India,
which has a total corpus of Rs700bn collected from more than 20 million
investors. The UTI has many funds/schemes in all categories i.e. equity,
balanced, income etc. with some being open-ended and some being closed-
ended. The Unit Scheme 1964 commonly referred to as US 64, which is a
balanced fund, is the biggest scheme with a corpus of about Rs200bn. Most
 of its investors believe that the UTI is government owned and controlled,
which, while legally incorrect, is true for all practical purposes.

The second largest category of mutual funds is the ones floated by

nationalized banks. Can bank Asset Management floated by Canara Bank
and SBI Funds Management floated by the State Bank of India are the largest
of these. GIC AMC floated by General Insurance Corporation and Jeevan
Bima Sahayog AMC floated by the LIC are some of the other prominent
ones.

Some of the AMCs operating currently are:

Name of the AMC Nature of
ownership
Alliance Capital Asset Management (I) Private Private
Limited foreign

Birla Sun Life Asset Management Company Private Indian

Limited

Bank of Baroda Asset Management Company Banks

Limited
Bank of India Asset Management Company Banks
Limited
Can bank Investment Management Services Banks
Limited
 CholamandalamCazenove Asset Management Private
Company Limited foreign

Dundee Asset Management Company Limited Private

foreign

DSP Merrill Lynch Asset Management Private

foreign
Company Limited
Escorts Asset Management Limited Private Indian
First India Asset Management Limited Private Indian

GIC Asset Management Company Limited Institutions

IDBI Investment Management Company Institutions
Limited
 COMPANY PROFILE

COMPANY PROFILE

Introduction

There are lot of investment avenues available today in the financial market
for an investor with the investable surplus. He can invest in bank deposits,
corporate debentures and bonds where there is low risk but low return. He
may invest in funds of the companies where the risk is high and the returns
are also proportionately high. The recent trends in the mutual fund market
have shown that an average retail investor always lost with periodic bearish

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tends people began for opting for portfolio managers with expertise. In
mutual fund market would invest on their behalf. Thus we have wealth
management service provided by many institutions. However they prove to
be costly for small investors. These investor have found a good shelter with
the mutual funds.

Like most developed and developing countries the mutual fund cult is
catching on in India the reason for interesting occurrence are :

Mutual funds make it easy and less costly for investors to satisfy their
need for capital growth income.
It brings the benefits of diversification and money management to the
individual investor, providing opportunity for financial success that
was once available to only to a select few.

History of Reliance Company

The Reliance group founded by Dhirubhai H. Ambani (1932-2002) is Indias

largest private sector enterprise. He is credited to have brought about equity
cult in India in the late seventies and is regarded as an icon for enterprise in
India. The Reliance group is a living testimony to his indomitable will, single
minded dedication and an unrelenting commitment to his goals.
Unit trust of India is the first mutual fund setup under the separate Act UTI

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ACTin 1963 and started its operations in 1964 with the issue of schemes
US641. In 1978 UTI was delinked from RBI and industrial development
bank of India (idbi) took over the regulatory and administrative control in
place of RBI. In the year 1987 public sector bank like state bank of India,
Punjab national bank , Indian bank , bank of India , and bank of Baroda have
set up mutual funds.
Apart from the abovementioned banks life insurance corporation (LIC) and
general Insurance Corporation too have setup mutual funds. LIC established
its mutual funds in june1989 while gic had set up its mutual funds in
December 1990. The mutual fund industry had assets under management of
RS 47,004 crore.
With the entry of private sector funds a new era has started in mutual funds
industry .eg. Principal mutual fund.

About Reliance mutual funds

Reliance mutual funds is one of the Indias leading mutual fund with average
asset under management of Rs. 1,12,914 crores (April 14 June 14 quarter )
and 52.69 Lakhs folios. (30thjune 2014). Source http://www.amfiindia.com.
Reliance mutual funds is a part of reliance group is one of the fastest growing
mutual funds in India. RMF offers investors a well rounded portfolio of

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products to meet varying investors requirement and has a presence in 179
cities across the country Reliance mutual funds constantly endeavours to
launch innovative products and customer service initiatives to increase value
to investors. Reliance capital asset management limited (RCAM) is the set
manager of the reliance mutual fund. RCAM is a subsidiary of reliance
capital limited (RCL).
Presently, RCL holds Upto 65.23% of its total issued and paid up equity
share capital and the balance of its issue and paid up equity share capital is
held by other share holders which includes Nippon life insurance company
(NLI ) holding 26% of RCAMs total issued and paid up equity share
capital . NLI acquired the said 26% share holding in RCAM on august 17,
2012.
Reliance capital ltd is one of Indias leading and fastest growing private
sector financial services companies and ranks among the top 3 private sector
financial services and banking companies in terms of net worth. Reliance
capital ltd has interest in asset management, life and general insurance,
private equity and proprietary investments , stock broking and other financial
services.

Sponsor Reliance Capital Limited

Reliance Capital Trustee co.
Trustee Limited

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 Reliance Capital Asset
Investment manager Management Limited
The sponsor ,the trustee and the
Statutory details investment manager are in
corporate under the companies act
1956.

Vision and mission statement

Vision statement
To be a globally respected wealth creator with an emphasis on customer care
and a culture of good corporate governance.

Mission statement
To create and nurture a world class high performance environment aimed at
delighting our customers.

Corporate Governance
Reliance capital asset management limited has a vision of being a leading
player in the mutual fund business and has achieved significant success and
visibility in the market.
However an imperative part of growth and visibility is adherence to good
conduct in the market place .at Reliance Capital Asset Management limited
the implementation and observance of ethical processes and policies has

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helped us in standing up to the scrutiny of our domestic and international
investors.

Key product and services

The aim of growth funds is to provide capital appreciation over the medium
to long term Such schemes normally invest a major part of their corpus in
equities such funds have comparative high risks. These schemes provide
different options to the investors like dividend option capital appreciation etc
and the investors may choose an option depending on their preferences.
Some of the key products of the reliance mutual funds are as follows:-

Reliance vision fund: the primary investment objective of this scheme is to

achieve long term growth of capital by investment in equity and equity relate
securities through a research based investment approach.
Fund data type: Open ended equity growth scheme.
Date of allotment: 08-oct-1995
Inception date: 08-oct-1995
Minimum investment: Rs 1000
Net asset value as on 30th may 2014: Rs 340.53

Reliance growth fund: the primary investment objective of this scheme is to

achieve long term growth of capital by investment in equity and equity relate
securities through a research based investment approach.
Fund data type: Open ended equity growth scheme.
Date of allotment: 08-oct-1995
Inception date: 08-oct-1995

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Minimum investment: Rs 1000
Net asset value as on 30th may 214:Rs 612.67

Reliance small cap fund: the primary investment objective of the scheme is
to generate long term capital appreciation by investing predominantly in
equity and equity relate instruments of small cap companies and the
secondary objectives is to generate consistent returns by investing in debt and
money market securities.
Fund data type: An open ended equity scheme.
Date of allotment: 16 Sep 2010
Inception date: 21 Sep 2010
Minimum investment: Rs 5000
Net asset value as on 30th may 2014: Rs 16.43

Reliance equity opportunities fund: the primary investment objective of the

scheme is to generate long term capital appreciation and provide long term
growth opportunities by investing in a portfolio constituted of equity
securities and equity relate securities and the secondary objective is to
generate consistent returns by investing in debt and money market securities.
Fund data type: Open ended diversified equity scheme
Date of allotment: 28 march 205
Inception date: 30 march 2005
Minimum investment: 5000
Net asset value as on 30th may 2014: Rs 56.40

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Reliance regular saving fund - debt option: the primary investment
objective is to generate optimal returns consistent with moderate level of
risk. The income may be complemented by capital appreciation of the
portfolio. Accordingly investments shall predominantly be made in debt and
money market instruments.
Fund data type: open ended scheme
Date of allotment: 08 June 2005
Inception date: 09 June 2005
Minimum investment: Rs 500
Net asset value as on 30th may 2014: Rs 17.49.

Reliance mutual funds in Bangalore have three functional units, they are
follows:
Financial functional unit
Marketing functional unit.
Operational functional unit.

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ORGANISATIONAL HIERARCHY

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Reliance follows the functional structure where the company is divided
into segments/separate units based on the functions or roles such as
human resource, sales and distribution, and operations. All the similar
actives of the company are put into different departments and each of
the departments is headed by the department head and these
departmental heads have authority chief directly in case of any failure or
loss.
The functional structure offers a number of potential advantage as well as
disadvantages.
Advantages:-
Specializations / favourable impact on employees:
An advantage of a functional organizational structure is that it
offers a high level of specialization. Each unit operates as a type
of selfcontained mini-company, changed with carrying out its
specific role. Employees typically start their careers in an entry-
level position within the function and develop specialized
knowledge as they move up within the hierarchy. They become
experts within their functional area, and the unit and company
benefit from their expertise and experience over time.
Efficiency and productivity / favourable impact on employees: A
worker who is an expert in his functional area can perform tasks with
a high level of speed and efficiency, which enhances productivity.
Workers who know their jobs well can proceed with confidence and
with a minimum amount of mistakes. Because the career paths
within the functional unit are clear, the employees may be highly

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 motivated to advance their careers by reaching the next rung on the
ladder, which may also make them more productive.
Disadvantages:-
Lack of teamwork:
While specialized units within the functional structure often perform
with a high level of efficiency, they may have different working well
with others units. If a project calls for several units to work together,
units may become territorial and unwilling to cooperate with each
other. In essence, each unit may act in what it perceives to be its own
best interest instead of those of the organization as a whole. Infighting
may cause projects to fall behind schedule.
Difficult management control:
Another potential disadvantage of the functional organization
structure is that it can pose a challenge for top management to
maintain control as the organization expands. As organizations get
larger and top management needs to delegate more decision
making responsibilities each functional area, the degree of
autonomy may also increase, making coordination of activities
more difficult.

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ORGANIZATIONAL STRUCTURE

22
23
 PRODUCT PROFILE
PRODUCT PROFILE

A. Equity Schemes:-

a. Reliance Equity Fund:

(An open-ended diversified Equity Scheme) The primary investment

objective of the scheme is to seek to generate capital appreciation & provide
long-term growth opportunities by investing in a portfolio constituted of
equity & equity related securities of top 100 companies by market
capitalization & of companies which are available in the derivatives segment
from time to time and the secondary objective is to generate consistent
returns by investing in debt and money market securities.

b. Reliance Tax Saver (ELSS) Fund:

(An Open-ended Equity Linked Savings Scheme.) The primary objective of

the scheme is to generate long-term capital appreciation from a portfolio that
is invested predominantly in equity and equity related instruments.

c. Reliance Equity Opportunities Fund:

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(An Open-Ended Diversified Equity Scheme) The primary investment
objective of the scheme is to seek to generate capital appreciation & provide
long-term growth opportunities by investing in a portfolio constituted of
equity securities & equity related securities and the secondary objective is to
generate consistent returns by investing in debt and money market securities.

d. Reliance Vision Fund:

(An Open-ended Equity Growth Scheme.) The primary investment objective

of the Scheme is to achieve long term growth of capital by investment in
equity and equity related securities through a research based investment
approach.

e. Reliance Growth Fund:

(An Open-ended Equity Growth Scheme.) The primary investment objective

of the Scheme is to achieve long term growth of capital by investment in
equity and equity related securities through a research based investment
approach.

f. Reliance Index Fund:

(An Open Ended Index Linked Scheme.) The Investment Objective under the
Nifty Plan is to replicate the composition of the Nifty, with a view to
endeavour to generate returns, which could approximately be the same as
that of Nifty. The Investment Objective under the Sensex plan is to replicate
the composition of the Sensex, with a view to endeavour to generate returns,
which could approximately be the same as that of Sensex.

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g. Reliance NRI Equity Fund:

(An open-ended Diversified Equity Scheme.) The Primary investment

objective of the scheme is to generate optimal returns by investing in equity
or equity related instruments primarily drawn from the Companies in the
BSE 200 Index.

B. Debt Schemes:

a. Reliance Monthly Income Plan:

(An Open Ended Fund Monthly Income is not assured & is subject to the
availability of distributable surplus) The Primary investment objective of the
Scheme is to generate regular income in order to make regular dividend
payments to unit holders and the secondary objective is growth of capital.
Primarily the investment shall be made in debt and money market securities
(i.e. 80%) with a small exposure (i.e. up to 20%) in equity.

b. Reliance Gilt Securities Fund - Short Term Gilt Plan & Long Term
Gilt Plan:

Open-ended Government Securities Scheme) the primary objective of the

Scheme is to generate optimal credit risk-free returns by investing in a
portfolio of securities issued and guaranteed by the central Government and
State
Government

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c. Reliance Income Fund:

(An Open-ended Income Scheme) The primary objective of the scheme is to

generate optimal returns consistent with moderate levels of risk. This income
may be complemented by capital appreciation of the portfolio. Accordingly,
investments shall predominantly be made in Debt & Money Instruments.

d. Reliance Medium Term Fund:

(An Open End Income Scheme with no assured returns.) The primary
investment objective of the Scheme is to generate regular income in order to
make regular dividend payments to unit holders and the secondary objective
is growth of capital.

e. Reliance Short Term Fund:

(An Open End Income Scheme) The primary investment objective of the
scheme is to generate stable returns for investors with a short investment
horizon by investing in Fixed Income Securities of short term maturity.

f. Reliance Liquid Fund:

(Open-ended Liquid Scheme). The primary investment objective of the

Scheme is to generate optimal returns consistent with moderate levels of risk
and high liquidity. Accordingly, investments shall predominantly be made in
Debt and Money Market Instruments.

g. Reliance Fixed Term Scheme:

(Close-ended Income Scheme) The primary objective of the Scheme is to

seek to achieve regular returns / growth of capital by investing in a portfolio

27
of fixed income securities normally maturing in line with the time profile of
the plan with the objective of limiting interest rate volatility.

h. Reliance Floating Rate Fund:

(An Open End Income Scheme) The primary objective of the scheme is to
generate regular income through investment in a portfolio comprising
substantially of Floating Rate Debt Securities (including floating rate
securitized debt and Money Market Instruments and Fixed Rate Debt
Instruments swapped for floating rate returns). The scheme shall also invest
in fixed rate debt Securities (including fixed rate securitized debt, Money
Market Instruments and Floating Rate Debt Instruments swapped for fixed
returns.

i. Reliance NRI Income Fund:

(An Open-ended Income scheme) The primary investment objective of the

Scheme is to generate optimal returns consistent with moderate levels of
risks. This income may be complimented by capital appreciation of the
portfolio.
Accordingly, investments shall predominantly be made in debt Instruments.

j. Fixed Maturity Fund - Series I: Reliance

(A Close Ended Income Scheme)The primary investment objective of the

Scheme is to seek to achieve regular returns / growth of capital by investing
in a portfolio of fixed income securities normally maturing in line with the
time profile of the Plan with the objective of limiting interest rate volatility.

k. Reliance Fixed Maturity Fund - Series II:

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(A closed ended Income Scheme) The primary investment objective of the
Scheme is to seek to achieve growth of capital by investing in a portfolio of
fixed income securities normally maturing in line with the time profile of the
respective plans.

l. RELIANCE REGULAR SAVINGS FUND:

(An Open - ended scheme)

The Investment Objectives:-

Debt Option: The primary investment objective of this plan is to generate

optimal returns consistent with moderate level of risk. This income may be
complemented by capital appreciation of the portfolio. Accordingly
investments shall predominantly be made in Debt & Money Market
Instruments.

Equity Option: The primary investment objective is to seek capital

appreciation and or consistent returns by actively investing in equity / equity
related securities.

Hybrid Option: The primary investment objective is to generate consistent

return by investing a major portion in debt & money market securities and a
small portion in equity & equity related instruments.

Sector Specific Schemes

Sector Funds are specialty funds that invest in stocks falling into a certain
sector of the economy. Here the portfolio is dispersed or spread across the
stocks in that particular sector. This type of scheme is ideal for investors who

29
have already made up their mind to confine risk and return to a particular
sector.

Reliance Banking Fund

Reliance Mutual Fund has an Open-Ended Banking Sector Scheme which

has the primary investment objective to generate continuous returns by
actively investing in equity / equity related or fixed income securities of
banks.

Reliance Diversified Power Sector Fund

Reliance Diversified Power Sector Scheme is an Open-ended Power Sector

Scheme. The primary investment objective of the Scheme is to seek to
generate consistent returns by actively investing in equity / equity related or
fixed income securities of Power and other associated companies.

Reliance Pharma Fund

Reliance Pharma Fund is an Open-ended Pharma Sector Scheme. The

primary investment objective of the Scheme is to generate consistent returns
by investing in equity related or fixed income securities of Pharma and other
associated companies.

Reliance Media & Entertainment Fund

Reliance Media & Entertainment Fund is an Open-ended Media &

Entertainment sector scheme. The primary investment objective of the
Scheme is to generate consistent returns by investing in equity / equity

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related or fixed income securities of media & entertainment and other
associated companies.

Functional departments.

Functional areas of the Reliance Industry ltd. Mutual fund

1. FINANCING DEPARTMENT 2. SALES DEPARTMENT 3.

HUMAN RESOURCE DEPARTMENT

Finance department

Finance is the life blood of business. Finance is the base of all corporate
activities in the day to day world. Management of finance is broadly
concerned with the acquisition and use of funds by a business firm.

Reliance mutual fund has a very efficient Finance Department headed by

Manager Finance. All the Finance Department staffs are professionals.
Finance Department consist of a team of professionals headed by Manager
Finance, having sufficient industry experience in the field of accounting,
costing, taxation, company law and financial management

OBJECTIVES OF FINANCE DEPARTMENT

1. To manage & account for the financial resource of the organization, to

forecast its requirement in the future and plan accordingly and to check for
deviation.
2. Report the financial performance of the organization, to comply with
the government rules and regulation.

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FUNCTIONS OF FINANCE DEPARTMENT

The main functions of finance department are defined as follows:-

1. Recording of day-to-day business transaction.

2. Receiving payments from customers and accounting these funds.
3. Preparations of sales budgets and revenue budgets and expenditure
budgets on quarterly basis.
4. Preparations and, maintenance of costing records.
5. Preparations of fund flow and cash flow statement for every month.
6. Preparing and filling of quarterly and final income tax returns.
7. Preparations and implementation of cost reduction and cost control
methods.
8. Conduct and co-ordinate internal and stationary audits.
9. Perpetual stock verification and asset evaluation.

JOB DESCRIPTION OF PEOPLE IN FINANCE DEPARTMET

Responsibility of people in finance department

Establishing and controlling the financial systems and administrative services

of the organization, and providing financial information to Board of
Directors.

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MANAGER (FINANCE)

Main duties

Directing the establishment of financial/accounting principles,

procedures and practices in line with legal and corporate requirements.
Ensuring accurate and timely financial reports and forecasts for the
whole organisation so as to provide a clear insight into its financial
condition.
Ensuring that the profits of the organisation are protected through the
establishment of effective financial controls; implementing and
maintaining appropriate management accounting and reporting
systems, budgetary controls and expenditure procedures.

ADMINISTRATIVE OFFICER (FINANCE)

Main duties

Providing accurate and timely financial reports and forecasts and

general accounting and administrative services.
Ensuring effective costing and contribution analysis.
Implementing policies to ensure the security of funds and assets.

CASHIER

Main duties

Maintain an awareness of all promotions and advertisements.

Accurately and efficiently ring on registers and accurately maintain all
cash and media at the registers.
Communicate customer requests to top management.

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INTERNAL AUDIT

The audit of all branch office departments of the corporation is completing

every year financial year. In keeping with practice of improving our systems
and procedures through the use of IT as a tool, audit packages are being used
so that our auditors are able to carry out the audit in a Front End Applications
package environment.
INSPECTION

The inspection of all the branches of the corporation in India is completing

within time schedule. Implementation of inspection package in all our offices
led to transparency by on-line report writing, acceptance of compliance and
closure process.

VIGILANCE

Special efforts were made to focus on disposal of vigilance cases pending for
more than one year. Besides expediting disposal of vigilance cases, emphasis
is also laid on preventive vigilance through the dissemination of information
on areas susceptible to vigilance.

NOMINEE DIRECTORS

The corporation appoints nominee directors on the board of the companies

where it has substantial stake by way of debt or equity. Nominees are
officials of the corporation who are in service or retired. Adequate systems
are in place to review and guide the nominee directors from time to time.

34
Nominee directors provide feedback with regard to operations problems,
prospects and corporate governance standards etc.

RISK MANAGEMENT

Corporation is the largest institutional investor in the financial market and its
staggering fund size which is placed in varying asset classes is exposed to
various financial risks. To mitigate the investment risks arising out of market
risk, credit risk, interest rate risk and other risks inherent in the financial
market, a distinct full-fledged Risk management structure has been created in
the corporation.

BOARD MEETINGS

Board meetings as per regulations are generally held once in three months. In
addition to policy matters, the board provides strategic direction for
execution ensures financial discipline and accountability to the policy holders
and also ensures the interest of the policy holders and stakeholders.

Sales department

Sales management is a business discipline which is focused on the practical

application of sales techniques and the management of a organizational sales
operations. It is an important business function as net sales through the sale
of products and services and resulting profit drive most commercial business.
These are also typically the goals and performance indicators of sales
management. The art of meeting the sales targets effectively through
meticulous planning and budgeting refers to sales management. Sales

35
Management helps to extract the best out of employees and achieve the sales
goals of the organization in the most effective ways.

Process of Sales Management

Sales Planning
Marketers must plan things well in advance for the best results. It is
essential to have concrete plans. Mere guess works do not help in
business.
Know product well. Sales professionals must know the benefits of the
product for the consumers to believe them.
Identify the target market.
Sales Planning makes the products available to the end users at the
right time and at the right place.
Sales Planning helps the marketers to analyses the customer demands
and respond efficiently to fluctuations in the market.
Devise appropriate strategies to increase the sales of the products.

Sales Reporting

Sales strategies are implemented in this stage.

Check the effectiveness of the various strategies. Find out whether they
are bringing the desired results or not.
Ask the sales team to submit reports of what all they have done
throughout the week. The management must sit with the sales team
frequently to assess their performance and chalk out future course of
actions.

36
 Sales Process

Sales process refers to various activities which help in the timely

achievement of sales targets for the successful functioning of an
organization.
Sales Process includes various strategies and techniques employed by
an individual to achieve sales goals within the stipulated time frame.

MANAGER (SALES)

Sales manager is the typical title of someone whose role is sales

management. The role typically involves sales planning, human resources,
talent development, leadership and control of resources such as
organizational assets.

Main duties

Manage and coordinate all marketing, advertising and promotional

staff and activities
Conduct market research to determine market requirements for
existing and future products
Analysis of customer research, current market conditions and
competitor information
Develop and implement marketing plans and projects for new and
existing products.

37
MARKETING ACTIVITIES IN RELIANCE MUTUAL FUND

PRODUCT DEVELOPMENT

In a competitive market, there is a greater need to provide insurance products

that meet the needs of customers RMF therefore a wide variety of products
which fulfils the needs of different segments of the society. As at the end of
the financial year 2009-10, the corporation had 54 plans available for sale.

FIELD PERSONNEL TRAINING (FPT)

The theme of FPT is professionalism. For the purpose, training in a big way
is conducting across all zones using reputed International / National Training
Institutions.

BANKASSURANCE & ALTERNATE CHANNELS

Bank assurance is the term used to describe the partnership or relationship

between a bank and an insurance company whereby the insurance company
uses the bank sales channel in order to sell insurance products.

DIRECT MARKETING

This vertical is started with an objective of creating new systems for

business generation, sales process monitoring and business processing with a
view to reach out to untapped markets and provide improved buying
experience to customers.

38
In a short period, the channel has expanded and professionally trained Direct
Sales Executives (DSEs) to provide financial advice to prospective
customers.

The main focus of the channel was setting up systems and processes. A state
of art lead management system has been established to provide easy access to
prospective customers to reach out to LIC to buy a policy. Such leads
captured through our website. www.reliancemutualfund.com is passed on to
well trained DSEs on real time basis who can contact the customer instantly.

AGENTS

Most people have their first contact with an insurance company through an
insurance sales agent. These workers help individuals, families, and
businesses select insurance policies that provide the best protection for their
lives, health, and property. Insurance sales agents commonly referred to as
producers in the insurance industry.

a) Agency Strength
The total number of agents on our role is 140280 as at 31.03.2011 as
against 134485 as on 31.03.2012.
b) Agents Club Membership
In order to motivate and recognize high performers amongst agents a
premium club called the Corporate Club. The other 5 clubs which were
formed to recognize agents, who perform consistently year after year.

MEMBERS OF VARIOUS AGENTS CLUBS

39
 Name of the Club
a) Career Agents Scheme

The corporation has a scheme of Urban Corporate

Career Agents and Rural Career Agents to
promote the cause of professionalizing the Chairman
agency force. They are given Stipends at the
start of their career to enable them to settle Zonal Manager
down in the profession.

b) Chief mutual fund Advisor Scheme Divisional Manager

The corporation introduced the above scheme

Branch Manager
with an objective of increasing its market
presence through more agents by utilizing
Distinguished
capabilities of existing high performing Agents
agents for organizational growth.

c) Authorised Agents

In tune with the increasing customer expectation for more conveniences

in premium payments and servicing, the corporation has empowered
select agents to collect the renewal premium through Premium Points.

HR DEPARTMENT

For any business to run one needs four Ms namely Man, Money, Machine
and Material. Managing other three resources other than men, are easy to
handle. Men are very difficult to handle because no two human beings are

40
similar in all way. Human beings can think, feel and give response. Handling
humans is more important for any business because human being have
crucial potential that may be very profitable for the business. And these
potential can be developed to an unlimited extent if they are provided with
proper environment. So the function of managing men is as important as
finance or marketing function in any business.

HRM refers to practices and policies framed for the management of human
resources in an organization, including Recruiting, screening, rewarding and
appraising. Human resources have at least two meanings depending on
context. The original usage derives from political economy and economics,
where it was traditionally called labour, one of three factors of production.
The more common usage within corporations and businesses refers to the
individuals within the firm, and to the portion of the firm's organization that
deals with hiring, firing, training, and other personnel issues. This article
addresses both definitions.

The objective of Human Resources is to maximize the return on investment

from the organization's human capital

HR STRUCTURE

CORPORATE HR:

Activities taken up by Corporate HR are:

Policy making
Implementing suggestions - HEWITT CONSULTANT
Strategic planning.

41
ENTITY HR:

Activities taken up by Entity HR are :

Execution of policies and practices
Targets for recruitment of Circle HR.

PRESIDENT HR

CORPORATE HR

ENTITY HR

CIRCLE HR CEO

CIRCLE HR:

Activities taken up by Circle HR are:-

Recruitment
Appointment
Training
Payroll
Employees issues
Exit full & final

HR FUNCTIONS

Talent acquisition
Talent development
Performance management system

42
 Training
Carrier planning
Suggestion planning

TALENT MANAGEMENT

Operation HR

RECRUITMENT PROCESS

STEP 1: MANPOWER PLANNING

AOP (Annual Operating Plan), this process is taken up every year. It is taken
up at Personal Level and Entity Level. Several points like Revenue
generation, Acquisition number, etc.
STEP 2: SOURCING ACTIVITY

There are three types of sourcing done at Reliance. After candidates are
chosen then the same is sent to the department head where the vacancy
arises. The department head will then shortlist the same and they ask the HR
department to fix an interview with the selected candidates. There are two
type of interview which is taken up at Reliance, firstly the Functional
interview and then the Functional Head and HR Head takes the interview.

INTERNAL SORCING

Employee Reference

Re-employment of former employee

EXTERNAL SOUCING

Placement Consultant Ruchika, the Age, the Avenue.

43
Job Portals - Monster, NAUKRI.

Campus Recruitment

STEP 3: APPROVAL.

The HR executives will negotiate the CTC with the candidate.

The approval is sent to the CRC (Corporate Recruitment Cell).

Then after it is sent to ECRC

Then the same is sent to CRL

The same is then sent to Management for SAP Applicant Code.

MCKINSEY 7-S FRAMEWORK

MCKINSEY 7-S FRAMEWORK
While some models of organizational effectiveness go in and out of fashion,
one that has persisted is the McKinsey 7-S framework. Developed in the
early 1980s by Tom Peters and Robert Waterman, two consultants working
at the McKinsey & Company consulting firm, the basic premise of the model

44
is that there are seven internal aspects of an organization that need to be
aligned if it is to be successful.
The 7-S model can be used in a wide variety of situations where an alignment
perspective is useful, for example, to help you:

Improve the performance of a company

Examine the likely effects of future changes within a company.

Align departments and processes during a merger or acquisition.
Determine how best to implement a proposed strategy

The Seven Elements

The McKinsey 7-S model involves seven interdependent factors which are
categorized as either "hard" or "soft" elements:

Hard Elements Soft Elements

Strategy Shared Values

Structure Skills
Systems Style
Staff

"Hard" elements are easier to define or identify and management can directly
influence them: These are strategy statements; organization charts and
reporting lines; and formal processes and IT systems.

"Soft" elements, on the other hand, can be more difficult to describe, and are
less tangible and more influenced by culture. However, these soft elements

45
are as important as the hard elements if the organization is going to be
successful. The way the model is presented in Figure 1 below depicts the
interdependency of the elements and indicates how a change in one affects
all the others.

Let's look at each of the elements specifically:

Strategy: the plan devised to maintain and build competitive advantage

over the competition.

46
 A strategy is a plan of action and a choice of direction designed to
achieve goals and objectives in a competitive situation it sets the vision,
mission, objectives ,action plans in the organization
As per the vision and mission statement of the company, the main
strategy RELIANCE MUTUAL FUND To be a globally respected
wealth creator, with an emphasis on customer care and a culture of good
corporate governance and To create and nurture a world-class, high
performance environment aimed at delighting their customers the
strategic goal is to excel in the service with integrity, diligence and
transparency in satisfying the customers investment need and to build
itself as the most trusted world class financial services providers.
Thus by adopting such strategies ,reliance mf seeks to achieve its
objectives and create value to its clients.

Structure: this includes policies and procedures that govern the way in
which organization acts within it and the environment . it provides the
frame work and relationship among different parts of the organization . it
sets out the formal relationships among different parts of the organization
as board of directors , debt fund managers, equity fund managers fund
managers, functional leadership team, management team , sales leadership
team

Systems: the daily activities and procedures that staff members engage in
to get the job done.

47
 Shared Values: called "super ordinate goals" when the model was
first developed, these are the core values of the company that are evidenced
in the corporate culture and the general work ethic

Style: the style of leadership adopted

Staff: the employees and their general capabilities. Skills: the actual skills
and competencies of the employees working for the company

SWOT ANALYSIS
SWOT ANALYSIS:-

SWOT analysis is a strategic planning method used to evaluate the Strengths,

Weaknesses, Opportunities, and Threats involved in a business venture. It
involves specifying the objective of the business venture or project and
identifying the internal and external factors that are favourable and
unfavourable to achieve that objective.
A SWOT analysis must first start with defining a desired end state or
objective.
A SWOT analysis may be incorporated into the strategic planning model.
Strengths: attributes of the person or company that is helpful to achieving the
objectives.
Weaknesses: attributes of the person or company that is harmful to
achieving the objectives.

48
 Opportunities: external conditions that is helpful to achieving the
objectives.
Threats: external conditions which could do damage to the objectives.

Identification of SWOTs is essential because subsequent steps in the process

of planning for achievement of the selected objective may be derived from
the SWOT .Identification the threats and opportunities in the environment
and strength weakness of the firm is the basis of business policy formulation;
these factors determine the course of action to ensure the survival or growth
of the firm. The environment might present many opportunities but a
company might not have the strengths to exploit all opportunities. Similarly,
sometimes a firm will not have the strengths to meet the environmental
threats. If a company thus finds that it will not have the competence to
survive in a particular line of business, it will prudent to give up and
concentrate on such business for which the firm is most competent.

I. STRENGTH

as opposed to some of its competitors (e.g. HSBC), Reliance mutual

funds operates a multi-brand strategy. The company operates under
numerous well-known brand names, which allows the company to
appeal to many different segments of the market.

Distribution channel strategy: Reliance is continuously improving the

distribution of its products. Its online and Internet-based access offers a
combination of excellent growth.

49
 There are well trained and experienced development officer for
guiding agent.
Agents are business minded and experienced in this profession.
The company has the direct marketing network with well established
distribution system.
The company has fully computerized departments and production units
and corporate office is connected through intranet.

II. WEAKNESS

Emerging markets since there is more investment demand in the

United States, Japan and the rest of Asia. Reliance should concentrate
on these markets, especially in view of low global interest rates.
Mutual funds are like many other investments without a guaranteed
return . There is always the possibility that the value of your mutual
fund will depreciate. Unlike fixed-income products, such as bonds and
Treasury bills, mutual funds experience price fluctuations along with
the stocks that make up the fund. When deciding on a particular fund
to buy, you need to research the risks involved just because a
professional manager is looking after the fund, that doesnt mean the
performance will be stellar.
Fees: In mutual funds, the fees are classified into two categories:
shareholder fees and annual operating fees. The shareholder fees, in
the forms of loads and redemption fees are paid directly by
shareholders purchasing or selling the funds. The annual fund

50
 operating fees are charged as an annual percentage usually ranging
from 1-3%. These fees are assessed to mutual fund investors regardless
of the performance of the fund. As you can imagine, in years when the
fund doesnt make money, these fees only magnify losses.

The middle class population that we are eyeing at are today

overburdened, first by inflationary pressures on their pockets and then
by the tax net.
It is not an independent decision making on, it always dependent to
national economic conditions
It should follow the updating Indian economic norms.

III. OPPORTUNITIES

Potential markets: The Indian rural market has great potential. All the
major market leaders consider the segments and real markets for their
products. A senior official in a one of the leading company says foray
into rural India already started and there has been realization that the
rural market is both price and quantity conscious.
Entry of MNCs: Due to multinationals are entering into market job
opportunities are increasing day by day. Also India Mutual Fund
majors are tie up with other financial institutions.
Mutual fund market is very big, where company can expand its
horizon in insurance industry.

51
 Globalization of the economy has helped the organization to overcome
operational restrictions.

IV. THREATS

Hedge funds: Sometimes referred to as as hot money, are also causing

a threat for mutual funds have gained worldwide notoriety for bringing
the markets down. Be it a crash in the currency, A stock or A bond
market, A usually a hedge fund prominently figures somewhere in the
picture.
The investors in the capital may turn their face off in case the rate of
return on capital falls short of the existing rate of return on capital.
Its still difficult task to win the confidence of public towards mutual
company.
Highly competitive market The Company is facing some threats from
other private companies.

52
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY

Research methodology is a way to solve the problem scientifically and

systematically. It basically includes the selection of various methods and
techniques in the research conducted.

TITLE OF THE STUDY

A STUDY ON CUSTOMER SATISFACTION TOWARDS RELIANCE

MUTUAL FUND LUCKNOW BRANCH

53
STATEMENT OF PROBLEM
The number of studies conducted to understand the customer satisfaction
towards Reliance Mutual Funds remains elusive and the throat cut
competition facing by the company is the major reason to study customer
satisfaction towards reliance mutual fund and also to check whether the
distributors are satisfied with the performance of reliance mutual funds
(RMF).

RESEARCH OBJECTIVES:
The study level of satisfaction of customers towards Reliance Mutual
Fund.
To find the factors which are responsible for slow growth of mutual
funds.
To find the customers preference to various options available in
Reliance Mutual Fund.
To know the kind of benefit people expected from Reliance Mutual
Fund.

SCOPE OF THE STUDY

The study urges to know the customer satisfaction , current market trend and
performance and also to improve the existing services and to add on anything

54
if required the study also helps to understand risk and hence informed about
investment decisions for better performance of the company

NEED FOR THE STUDY

The main purpose of doing this project was to know about mutual funds and
customer satisfaction This also helps to know in detail about various of
mutual fund schemes and also performance of various mutual fund schemes
It also helps in understanding how a fund is being designed
It also helps in understanding whether a Sales manager decisions and
strategy also affects the customer satisfaction

IMPORTANCE OF THIS STUDY

Every person who has no knowledge about investment can easily invest in
mutual funds
One of the mode of investing in mutual funds is SIPs systematic
investment plan is less risky to invest and every investor want to invest on
less price.
Mutual fund is totally depend on NAV [net asset value]
Comparatively investors have limited risk since the investments are
managed by highly experienced and qualified fund manager
The primary investment objective of the Scheme is to achieve long term
growth of capital by investing in equity and equity related securities
through a research based investment approach. However, there can be no
assurance that the investment objective of the Scheme will be realized, as
actual market movements may be at variance with anticipated trends.

55
 This study helps to know about level of customers satisfaction and
whether distributors are happy with the performance of Reliance Mutual
Funds

DATA COLLECTION

There are several ways of collecting the appropriate data which differ
considering in context of money, costs ,time, and other resources data can be
collected through different sources.

Primary data
Primary data was collected through survey method by distributing
questionnaire to the different customers of reliance mutual funds in
Bangalore branch

Secondary data
The secondary data collection includes collection of data through sources like

3. Fund facts sheets of different AMCS that are considered for the
analysis purpose
4. The NAVs are taken from AMFI & websites of the AMCS under
consideration
5. From record, report, magazine and websites or RMF.

56
LIMITATIONS OF THE STUDY

Time constraints : due to less availability of time it may be possible

that all the related aspects May not be covered in the project

Analysis is done with the limited availability of the data

DATA ANALYSIS AND INTERPRETATION

TABLE: 1

As a financial planner in Reliance mutual fund product falls under your

product bucket

PARTICULARS PERCENTAGE
NUMBER OF
RESPONDENTS

Yes 30 100

No 0 0

Total 30 100

57
ANALYSIS
100% of the respondents agree that as a financial planner RMF product falls
under customers product bucket.

PERCENTAGE

EXCELLENT
VERY GOOD

NUMBER OF RESPONDENTS

0 20 40 60 80 100

INTERPRETATION
All the respondents agree that as a financial planner RMF product falls under
their product bucket.

TABLE: 2
Rating the performance of Reliance Mutual Funds

58
 PARTICULARS PERCENTAGE
NUMBER OF
RESPONDENTS

Excellent 8 27

Very Good 20 67

Good 2 6

Moderate 0 0

Total 30 100

ANALYSIS
67% of the respondents rate performance of RMF is Very Good, 27% rate
excellent, and 6% rate Good

FAIR

GOOD
NUMBER OF
RESPONDENTS
PERCENTAGE
VERY GOOD

EXCELLENT

0 10 20 30 40 50 60

59
Interpretation
Majority of the respondents rate the performance of RMF is Very Good.

TABLE: 3
Rating the services provided by Reliance Mutual Funds?

PARTICULARS PERCENTAGE
NUMBER OF
RESPONDENTS

Very Satisfied 5 17

Satisfied 17 57

Neither Satisfied 7 23
Nor Dissatisfied

Dissatisfied 1 3

Very Dissatisfied 0 0

Total 30 100

ANALYSIS
According to the analysis, 57% of the respondents rate the services provided
by RMF is Good, 23% rate Average, 17% rate Excellent, and 3% rate as
Below Average.

60
 POOR

FAIR

PERCENTAGE
GOOD
NUMBER OF
RESPONDENTS
VERY GOOD

EXCELLENT

0 10 20 30 40 50

Interpretation
Majority of the respondents rate the services provided by RMF as Good.

61
TABLE: 4
While taking a investment decision what matters a lot

PARTICULARS PERCENTAGE
NUMBER OF
RESPONDENTS

AMC 0 0

Performance 22 73

Consistency 8 27

Service 0 0

Fund Manager 0 0

Total 30 100

ANALYSIS
73% of the respondents feel that while taking a investment decision
Performance matters a lot, and 27% Consistency is considered.

62
 POOR

FAIR

PERCENTAGE
GOOD
NUMBER OF
RESPONDENTS
VERY GOOD

EXCELLENT

0 10 20 30 40 50

INTERPRETATION
Majority of the respondents feel that while taking a decision Performance
matters a lot.

Table: 5 RMF has a sizable impact as compared to its peers in MF

industry

PARTICULARS PERCENTAGE
NUMBER OF
RESPONDENTS

Yes 30 100

No 0 0

Total 30 100

63
ANALYSIS
All the respondents tell Yes that RMF has a sizable impact as compared to its
peers in MF industry.

PERCENTAGE

NUMBER OF RESPONDENTS

0 20 40 60 80 100

Interpretation
All the respondents tell Yes that RMF has a sizable impact as compared to its
peers in MF industry
TABLE: 6
RMF is very helpful in analyzing and making right choice of investments
to the distributors

PARTICULARS PERCENTAGE
NUMBER OF
RESPONDENTS

Yes 26 87

64
 No 0 0

To some extent 4 13

Total 30 100

ANALYSIS
87% of the respondents tell that RMF is very helpful in analyzing & making
right choice of investments to the investors, 13% tell To some extent.

GOOD

PERCENTAGE
VERY GOOD
NUMBER OF
RESPONDENTS

EXCELLENT

0 10 20 30 40 50

INTERPRETATION
Majority of the respondents tell Yes RMF is very helpful in analyzing &
making right choice of investments to the investors.

65
TABLE: 7
RMF has a greater technological advancements when compared to other
AMC

PARTICULARS PERCENTAGE
NUMBER OF
RESPONDENTS

Yes 25 83

No 0 0

To some extent 5 17

No knowledge 0 0

Total 30 100

ANALYSIS
Yes (83%) RMF has a greater technological advancements when compared
to other AMCs, and 17% feel To some extent.

66
 GOOD

PERCENTAGE
VERY GOOD
NUMBER OF
RESPONDENTS

EXCELLENT

0 10 20 30 40 50

INTERPRETATION

Majority of the respondents tell Yes that RMF has a greater technological
advancements when compared to its peers in MF industry.

TABLE: 8
Rating the equity performance of Reliance Mutual Fund in long run

OF
PARTICULARS NUMBER PERCENTAGE
RESPONDENTS

Excellent 13 43

Very Good 12 40

Good 5 17

Fair 0 0

67
 Poor 0 0

Total 30 100

ANALYSIS
According to the rating, 43% of the respondents rate the equity performance
of RMF in long run is Excellent, 40% rate it Very Good, and 17% rate it as
Good.

POOR

FAIR

PERCENTAGE
GOOD
NUMBER OF
RESPONDENTS
VERY GOOD

EXCELLENT

0 10 20 30 40 50

INTERPRETATION
43% of the respondents rate the equity performance of RMF in long run is
Excellent

68
 HYPOTHESIS TESTING
HYPOTHESIS TESTING:

Objective: To understand the relationships between Performance and

Services provided by the Reliance Mutual Fund

NULL HYPOTHESIS:
HO: Performance and services are not correlated

ALTERNATE HYPOTHESIS:

69
Ha: Performance and services are correlated

CORRELATION TEST :
Table 9:
Rating the services provided by Reliance Mutual Funds

PARTICULARS NUMBEROF
RESPONDENTS

Very Satisfied 5

Satisfied 17

Neither Satisfied 7
Nor Dissatisfied

Dissatisfied 1

Very Dissatisfied 0

Total 30

Table 10 : Performance of Reliance Mutual Fund

PARTICULARS NUMBER RESPONDENTS

Excellent 8

Very Good 20

70
 Good 2

Moderate 0

Total 30

SIGNIFICANCE LEVEL: =0.05

P value: 0.006

DECISION:

Reject H0 : P <

P value <

i.e 0.006<0 .05

So, Reject Ho

STATEMENT: There is a positive significant relationship between the

performance and services provided by Reliance Mutual Funds.

71
SUGESSIONS AND RECOMMENDATION

Unawareness and ignorance by the customers: Investors should be

made aware of the benefits. Nobody will invest until and unless he is
fully convinced. Investors should be made to realize that ignorance is
no longer bliss and what they are losing by not investing. Mutual funds
and Insurance policies offer a lot of benefit, which no other single
option could offer. But most of the people are not even aware of what
actually a mutual fund is.

Advisors should Charge a nominal fee at the beginning. But if not

possible then they could go for offering more services and benefits at
the existing rate. They should also maintain their decency and follow
the code of ethics so that the investors could trust upon them. Thus the
advisors should try to attract more and more persons and turn them
into investors and finally their clients.

The investor should consult the financial experts or the investment

advisors before taking any decisions.

72
 Both- the economy and the corporate sector are doing well but the
valuations are fair and priced for perfection.

Asset allocation and Systematic Investment Plans are the best way to
safeguard against volatility. They insure optimal returns and not the
maximum return in volatile markets.

Investors who able to wait for long time could look at value stocks,
which consistently perform over a period of time.

Investors should look at a mix of large and mid cap funds for 3-5 years
horizon on systematic investment basis.

With the long-term India growth story intact, remain invested in equity
with a longer time horizon.

73
 FINDINGS
FINDINGS

1. 67% of the respondents rate performance of RMF is Very Good, 27%

rate excellent, and 6% rate Good .Majority of the respondents rate the
performance of RMF is very good.

(Table no. 2)
2. According to the analysis, 57% of the respondents are satisfied by
services provided by RMF ,23% are neither satisfied nor dissatisfied ,
17% very satisfied , and 3% are dissatisfied . Majority of the
respondents rate the services provided by RMF as Good
(Table no. 3)
3. All the respondents tell Yes that RMF has a good impact as compared
to other AMC in MF industry.

74
 (Table no.5)

.4.87% of the respondents tell that RMF is very helpful in analyzing &
making right choice of investments to the investors, 13% tell To some
extent. Majority of the respondents tell Yes RMF is very helpful in
analyzing & making right choice of investments to the investors.
(Table no. 6)

5. 73% of the respondents feel that while taking a investment decision

Performance matters a lot, and 23% Consistency is considered Majority of
the respondents feel that while taking a decision Performance matters a
lot. (Table no. 4)

6.According to the rating, 43% of the respondents rate the equity

performance of RMF in long run is Excellent, 40% rate it Very Good, and
17% rate it as Good.43% of the respondents rate the equity performance
of RMF in long run is Excellent (Table no. 8)

75
 CONCLUSION
CONCLUSION

The research shows that Equity Funds are performing well, but the
investments from investors are less in equity funds, because of unawareness
about mutual funds.

Therefore company has to take some steps to make aware people of Mutual
Funds, through advertisements in Newspaper, Magazine, Commercial
advertisement, distributing leaflets, Television, Radios. And I came for
following conclusion :

76
 All the workers and staff work together to increase the organizations
profit and thereby to increase its growth, each department works
without any failures.
Very less people knows about the service of Reliance.
Managing complex business processes is one of the important
management challenges of this new century. Moreover, globalization
and technological advancement are driving changes in all sectors. In
reliance organizational structure and management style are playing an
important role in Information Technology Management.
Structure is influenced by the external environment in which the
business operates as well as its culture and the nature of the work and
activities it undertakes.
The structure can have both a positive and negative impact on a
business.
Having the right structure allows a business to respond and adapt to
changes in the market quickly.
The company needs to adopt new strategys to have an efficient
departments
. The organization is following highly appreciable managerial practices,
which made it possible to the organizational goals more easily. The HR
policies set by the company are remarkable. Satisfied workers are
considered to be the assets of the organization and they are motivated
enough to perform well. The infrastructure facilities are very much
impressive. There is a high rate of capacity utilization. Quality
management system is also remarkable.

77
 By this study, I was able to understand how the various functional
departments of an organization co-ordinate and work towards
achieving the organizational goals in an effective and efficient manner.
I am sure that my study at Reliance capital asset management was a
success and hope that it will be an asset for my future.

The awareness level of investors is low who are interested in dealing in

mutual fund:

Most of investors are totally unaware about this investment.

Very less people knows about the service of Reliance.
Past image of mutual fund is not good.
Reliance can promote the investors by advertising, hording, and by
interviews to invest in this fund.
Most of the investors want to invest in public co.s fund just because
of safety purpose.
Most of the investors want to safer side in investment.
Most of the investors want to invest in debt funds because those are
the risk free funds; it gives the interest on investment.

Most of the investors dont know about the mutual funds so they want
advisory services from reliance which could provide them whole
information about the market situation of mutual fund.

78
LEARNING EXPERIENCE

LEARNING EXPERIENCE

Before joining for internship I felt that making investment in mutual funds
was difficult task .but later joining to reliance mutual fund as an intern ..
1. I got a clear idea how to invest in mutual fund
2. What is the cut off time for liquid funds and equity funds
3. How to fill an application form without a single mistakes because if
even a single mistake or overwriting is found the application will be
rejected by RMF in such a case the units will not be allotted to the
investors on that particular NAV.
4. what is kyc- know your client, when a new investor want to invest in
mutual fund then KYC is mandatory before investing in any mutual
fund

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5. what is KYCdetails change form in case of Individuals, missing/not
available details are as follows:
Fathers/Spouse Name,
Marital Status,
Nationality,
Gross Annual Income or Net worth as on recent date
6. SIP means systematic investment plan which allows the investors to
invest a fixed amount on a particular scheme on regular basis Your
money is auto-debited from your bank account and invested into a
specific mutual fund scheme. You are allocated certain number of units
based on the ongoing market rate (called NAV or net asset value) for
the day.
7. What is the difference between equity fund schemes and liquid fund
schemes what is the risk and return involved in it

8. My guide ABISHAK SINGH,[ Area Sales Manager ] who use to

say that practical knowledge is very important so he use to make me
travel along with him to banks , clients ,the way he use to
communicate, the way he use to identify the potential clients, the way
he use make the clients to understand about the benefits of newly
launched schemes and make them to invest in reliance mutual fund .
This gave me a clear idea how reliance mutual fund is successful in
attracting the clients to invest in reliance mutual fund and it also
improved my communication skills a lot .

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 I am really thank full to all the employees ,all the top level
managers especially regional manager and relationship manager [
Lucknow branch]for giving a chance to work as an intern for 3
months and who has helped me, guided me a lot in successfully
completion of the project .

ANNEXURE

QUESTIONNAIRE

I, MANSI SRIVASTAVA , MBA (Corporate Management) student of

Institute of Management science Lucknow University , as a part of partial
fulfilment of the requirement of MBA course, a project title
A STUDY ON CUSTOMER SATISFACTION TOWARDS RELIANCE
MUTUAL FUNDS AT LUCKNOW BRANCH
is being undertaken. Kindly request you to provide your valuable response
for the questionnaire. The response shall be treated as confidential and it is
meant for academic purpose only.

PERSONAL DETAILS:

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Name :

1. As a financial planner is Reliance mutual fund product falls under your

product bucket
A. Yes
B. No

2. How did you come to know about Reliance mutual Fund?

a) Friends /Relatives b) News papers

/ magazines

c) Brokers/Agents d) Financial consultants.

Other_________________________

3. Which Schemes of Reliance Mutual fund would you prefer the most?

Equity Schemes Debt Scheme

4. Which Equity Scheme you prefer the most in Reliance Mutual Fund?

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 (Rank them from 1 to 5, 1 being the most preferred and 5 being the
least)

Reliance Growth [ ]

Reliance Vision Fund [ ]

Reliance Equity Opportunity Fund [ ]

Reliance Tax Saver (ELSS) Fund [ ]

Reliance Equity Fund [ ]

5. What factors do you consider while investing in mutual fund? (Rank

them from 1 to 6. No1 for preferred and No 6 for least preferred)

a) Safety b ) Rate of return

c) Liquidity d) Tax benefit

e) Flexibility f ) Brand Name

6. How would you rate Reliance mutual fund when compared to the other
mutual Fund? (Rank them from 1 to 5, 1 being the Highest & 5 being the
lowest).

83
 Reliance [ ]

HDFC [ ]

Franklin Templeton [ ]

UTI [ ]

ICICI [ ]

7. How do you rate the performance of reliance mutual funds

a. Excellent
b. Very good
c. Good
d . Moderate

8. How do you rate the services provided by reliance mutual funds

a. Very Satisfied
b. Satisfied
c. Neither Satisfied nor dissatisfied
d. Dissatisfied
e. Very Dissatisfied

9. While taking a investment decision what matters a lot ?

a. AMC
b. Performance
c. Consistency
d. Service

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e. Fund Manager

10. Does RMF has a sizable impact as compared to its peers in MF industry?

a Yes
b. No

11.Is RMF is very helpful in analyzing and in making right choice of

investment?

a. Yes
b. No
c. To some extent

12. Do you think that RMF has a greater technological advancements

when compared to other AMCs?

a. Yes
b. No
c. To some extent
d. No knowledge

13.How do you rate equity performance of reliance mutual fund in long run?

85
 a. Excellent
b. Very Good
c. Good
d. Fair
e. poor

14. Any Suggestion for Your Financial Advisory Services.

-------------------------------------------------------------- ------------------

--------------------------------------------

BIBLIOGRAPHY

Book:
Research Methodology Methods & Techniques by C R Kothari

86
 Philip Kotler, Gary Armstrong; Principle of Marketing Prentice-Hall
of India 10th Edition

Reliance mutual fund Brochures and Manuals.

Websites.
www.relianceimutualfund.com
www.moneycontrol.com
www.amfi.com
www.amfiindia.com

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