A REPORT

ON

CUSTOMERS SATISFACTION TOWARDS

SHAREKHAN LIMITED

BY

VINOD KUMAR GOPAL

09BSHYD1095

SHAREKHAN LIMITED
 A REPORT

ON

CUSTOMER SATISFACTION TOWARDS SHAREKHAN LIMITED

By

VINOD KUMAR GOPAL

09BSHYD1095

A report submitted in partial fulfillment

Of

The requirements of

MBA Program of

IBS Hyderabad

Distribution List:

1) Mr.Vivek, HR (Company guide, Sharekhan)

2) Mrs.Malathi Srinivasan (Faculty guide, IBS Chennai)

Date of submission: 14/05/2010

 ABSTRACT

• The primary motive of the project is to study the satisfaction of customers towards
share khan in terms of opening a d-mat account, customer services provided to them,
online trading, brokerage commission and others.

• The study has helped to determine the overall satisfaction level of customers towards
share khan and also in identifying areas to improve upon in customer satisfaction.

• The second part of the study was to find the perception and attitude of customers
towards share khan where it is compared with other organization.

• To determine the efficiency level of services provided by share khan.

• The project also includes suggestions and recommendations to share khan according to
the observations which will help in achieving better results for the company in the
future.

METHODOLOGY

• In this research study, non-probability sampling will be used

• The data would be collected by way of questionnaire.

• A total number of 300 respondents would be approached for the study.

Faculty Guide: Mrs. Malathi Srinivasan Company Guide: Mr. Vivek

 ACKNOWLEGDMENT

I express my sincere gratitude to my faculty guide Mrs.Malathi Srinivasan, IBS Chennai

and my company guide Mr.Vivek, Sharekhan , Chennai for supporting me throughout the
project

Sharekhan has given me lot of scope for learning, during my course of work I was able to
understand the nuances of Sales and Marketing and a better understanding of the need of
a Customer, the art of keeping a Customer Satisfied.

I would like to thank Mr.Bharathi, Assistant Manager,Sharekhan and Mr.Thulasiraman,

City Sales Manager,Sharekhan for always encouraging me to take valuable initiatives
during my project and helping in understanding as to what goes on in selling a product
and finer points of the Share market.

I thank all the employees of Sharekhan Limited, Chennai for their continuing support and
for providing me information whenever needed during the course of the project

VINOD KUMAR GOPAL

 TABLE OF CONTENTS

CHAPTER PARTICULARS PAGE

LIST OF TABLES 1
LIST OF CHARTS 2
1 INTRODUCTION
1.1. INDUSTRY PROFILE 4
1.2. COMPANY PROFILE 9
2. OBJECTIVES 17

3. RESEARCH METHODOLOGY 19
3.1. RESEARCH DESIGN
3.2. SAMPLING DESIGN
3.3. STATISTICAL TOOLS USED

4. NEED FOR STUDY 23

5 SCOPE OF STUDY 25

6 LIMITATIONS 27

7 ANALYSIS & INTERPRETATION 29

8 FINDINGS 62

9 SUGGESTIONS 64

10 MY EXPERIENCES 66

11 CONCLUSION 73

12 BIBLIOGRAPHY 75

13 ANNEXURE 77
 LIST OF TABLES

TABLE PAGE
TITLE
NO NO
AGE LIMIT OF RESPONDENTS
1 30
GENDER
2 32
OCCUPATION OF THE RESPONDENTS
3 34
ANNUAL INCOME LEVEL OF RESPONDENTS
4 36
USAGE OF SHAREKHAN
5 38

SOURCE OF INFLUENCE
6 40

AWARENESS OF THE PRODUCTS

7 42

MARKET OPPORTUNITIES FOR SHAREKHAN IN

8 FUTURE 44

FEATURES OF SAHAREKHAN
9 46

BASIS OF TRADING
10 48

COMFORTABLE WITH NEWLY OPENED

11 BRANCHES 50

NO.OF COMFORTABLE RESPONDENTS

12 52

SATISFICATION LEVEL OF SHAREKHAN

13 54

BROKERAGE RATE OF THE CHARGES.

14 56

MAXIMUM RISK READY TO TAKE

15 58

1|Page
 LIST OF CHARTS

CHART PAGE
TITLE
NO NO
AGE LIMIT OF RESPONDENTS
1 31
GENDER
2 33
OCCUPATION OF THE RESPONDENTS
3 35
ANNUAL INCOME LEVEL OF RESPONDENTS
4 37
USAGE OF SHAREKHAN
5 39

SOURCE OF INFLUENCE
6 41

AWARENESS OF THE PRODUCTS

7 43

MARKET OPPORTUNITIES FOR SHAREKHAN IN

8 FUTURE 45

FEATURES OF SAHAREKHAN
9 47

BASIS OF TRADING
10 49

COMFORTABLE WITH NEWLY OPENED

11 BRANCHES 51

NO.OF COMFORTABLE RESPONDENTS

12 53

SATISFICATION LEVEL OF SHAREKHAN

13 55

BROKERAGE RATE OF THE CHARGES.

14 57

MAXIMUM RISK READY TO TAKE

15 59

2|Page
 CHAPTER 1
INTRODUCTION

3|Page
INDUSTRY PROFILE

4|Page
1.1 INDUSTRY PROFILE

Origin of stock broking in India

The origin of stock broking in India goes back to a time, when shares, debentures and
bonds representing title to property were first issued on the condition of transfer from one
person to another. The earliest record of dealings in securities in India is the East India
Company’s loan securities.
The advent of the companies Act 1850 and subsequent introduction of the principle of
limited liability, made investments in stocks and shares popular.
Though stock broking was practiced in Calcutta as early as 1836, the members of the
broking profession had neither any code of conduct for their guidance, nor any permanent
place for congregation.
The stock brokers obviously, significant role in the stock market. Stock broker means a
member of a recognized stock exchange who deals in securities. Until 1988, stock
exchanges were more or less self-regulatory organizations. Their regulations covered the
entire gamut of operations of stockbrokers. However, they had not been discharging their
self-regulatory role well, resulting into malpractices in trading, settlement and transfer of
securities. Ever since the Securities and Exchange Board of India (SEBI) assumed the
monitoring function of brokers, stock broking is emerging as a professional service in
tune with the requirements of mature and sophisticated stock exchanges in the country,
replacing its traditional closed character as inherited family business.
To act as a broker, certificate of registration from the SEBI is mandatory. It is
empowered to impose conditions while granting the certificate that as a member of a
stock exchange he has to abide its rules, regulations and bye-laws, pay the prescribed fee
and take adequate steps for the redressal of investors’ grievances within one month of the
receipt of the complaint and keep the SEBI informed about the number, nature and other
particular of such complaints.

5|Page
DEPOSITORY PARTICIPANT

A Depository Participant (DP) is described as an agent of the depository. They are

the intermediaries between the depository and the investors. The relationship between the
DPs and the depository is governed by an agreement made between the two under the
Depositories Act. In a strictly legal sense, a DP is an entity who is registered as such with
SEBI under the provisions of the SEBI Act. As per the provisions of this Act, a DP can
offer depository-related services only after obtaining a certificate of registration from
SEBI.

SEBI (D&P) Regulations, 1996 prescribe a minimum net worth of Rs. 50 lakh for
stockbrokers, R&T agents and non-banking finance companies (NBFC), for granting
them a certificate of registration to act as DPs. If a stockbroker seeks to act as a DP in
more than one depository, he should comply with the specified net worth criterion
separately for each such depository. No minimum net worth criterion has been prescribed
for other categories of DPs. However, depositories can fix a higher net worth criterion for
their DPs. NSDL requires a minimum net worth of Rs. 100 lakh to be eligible to become
a DP as against Rs. 50 lakh prescribed by SEBI (D&P) Regulations.

ACTING AS A PRINCIPAL

Stockbrokers also sometimes or exclusively trade on their own behalf, as a principal,

speculating that a share or other financial instrument will increase or decline in price. In
such cases the term broker makes little sense and the individuals or firms trading in
principal capacity sometimes call themselves dealers, stock traders or simply traders. [A
stock broker is just the main part of being a City Trader. Other types of City Trading
include working in the Foreign Exchange.

6|Page
STOCK BROKER

`Investor requires a Stock Broker to buy and sell shares in stock exchanges (BSE,
NSE etc.). Stock Broker is registered member of stock exchange. A stock broker can
register to one or more stock exchanges.

Only stock brokers can directly buy and sell shares in Stock Market. An investor must
contact a stock broker to trade stocks. Broker charge commissions (brokerages) for their
service. Brokerage is usually a percent of total amount of trade and varies from broker to
broker.

A stock broker is a person or a firm that trades on its client’s behalf, the customer tell
the broker what they want to invest in and they will issue the buy or sell order. Some
stock brokers also give out financial advice.

It wasn’t too long ago and investing was very expensive because the customer had to go
through a full service broker which would give them advice on what to do and would
charge them a hefty fee for it. Now there are a plethora of discount stock brokers.

STOCK BROKING SERVICES

A transaction on a stock exchange must be made between two members of the exchange
— an ordinary person may not walk into the Bombay Stock Exchange (for example), and
ask to trade stock. Such an exchange must be done through a broker.
There are three types of stock broking service.
• Execution-only, which means that the broker will only carry out the client's
instructions to buy or sell.
• Advisory dealing, where the broker advises the client on which shares to buy and
sell, but leaves the final decision to the investor.
• Discretionary dealing, where the stockbroker ascertains the client's investment
objectives and then makes all dealing decisions on the client's behalf.
In addition to actually trading stocks for their clients, stock brokers may also offer advice
to their clients on which stocks, mutual funds, etc. to buy.

7|Page
VARIOUS STOCK BROKING COMPANIES IN INDIA
ICICIDirect
ShareKhan
Indiabulls
5Paisa
Motilal Oswal Securities
HDFC Securities
Reliance Money
IDBIPaisaBuilder
Religare
Geojit

8|Page
COMPANY PROFILE

9|Page
1.2 COMPANY PROFILE

SHAREKHAN LTD

Sharekhan is leading India-based financial services group, part of Citi Financial Ltd that
offers Institutional Equities and Investment Banking services. Sharekhan deals online
trading with products like equities, derivatives, mutual funds and portfolio management.
Sharekhan’s online trading and investment site www.sharekhan.com was launched in
2000. Sharekhan’s ground network includes over Sharekhan has over 679 branches in
234 cities and about six lakh trading members. Sharekhan has won the prestigious
Consumer Vote Awards 2005 for the Most Preferred Stock Broking Brand in India, in the
Investment Advisors category.

Name of the company was changed from SSKI Investor Services Private Limited to
Sharekhan Private Limited on 4th October 2005.

Sharekhan has won the prestigious Awaaz Consumer Vote Awards 2005 for the Most
Preferred Stock Broking Brand in India, in the Investment Advisors category.
Sharekhan Limited was promoted by Mr. Shripal S Morakhia and Mr. Shreyas S
Morakhia. It was established in 1999-2000. It is currently amongst India's largest broking
house. It is a member of the Stock Exchange, Mumbai. It is a depository participant of
the National Securities Depository Limited and Central Depository Services (India)
Limited. Its business includes stock broking, depository services, portfolio management
and derivatives.

The Company's core specialty lies in its retail distribution with a large network of
branches and sub-brokers/ authorized persons. Its strength lies in its investment research
capabilities. Its research division has several analysts continuously monitoring global,
national and regional political, economic and social situations so as to assess their impact
on the economy in general, the sectors and companies they research which helps them in
offering quality research and advice to clients.

Presently Citigroup is holding 75% and IDFC 12% of the paid up equity capital of the
Company and the Employees own the rest i.e. 13%.

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FEATURES OF SHAREKHAN LTD:
• Multiple exchanges on a single screen
• Intra-day calls and flash news
• Historical charts with technical tools
• Streaming quotes
• 24x7 web enabled back – office
• Auto pay-in of shares
• Online transfer of funds

E-broking facility is one such effort, which gives you access to state-of-the-art trading
platform with multiple exchanges, order and trade confirmations, research reports, e-
contracts and a 24x7 on-line web enabled centralized back-office system at the click of a
button.

Portfolio Management Services:

Sharekhan offers discretionary PMS to investors in order to assist them in managing their
funds amidst continuous changing market dynamics and increase complexities of
investing. Investing in equity, markets require in-depth knowledge and thorough analysis
coupled with clear understanding of domestic and international economies. Investors
need the services of an expert to manage their funds and deliver good returns in diverse
market conditions. Continuous wealth creation with an emphasis on capital preservation
in today’s complex markets. In order to systematically diversify the holdings of clients
across varied sectors and with an intention to give them handsome returns.

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Mutual Fund Distribution & Advisory:

To enable clients to diversify their investments in their direction, Sharekhan Ltd has
added another product in its range with mutual funds:

 Customized investments solutions based individual financial goals aligned with

your risk appetite
 Access to in-depth research & proper selection from diversified funds based on
your preferred criteria
 Customized reports at desired frequency
 Ratings and rankings of all MF from our in-house expert analysts
 Current and historical performance of different funds enabling comparisons
 News and alerts for concern Portfolio and performance tracking with watch lists
 Online MF applications/ online order status tracking/ online updating of unit
holdings at latest NAV/ online dividend payout & reinvestment facility.

Brokerage:

Some stock trading companies charge direct percentage while others charge a fixed
amount per Rs100. Sharekhan charges 0.5% for delivery trading and 0.1% for intra day
or one could say Sharekhan charges 50 paisa per Rs 100.

To sum up, Sharekhan brings to the customer, a user- friendly online trading facility,
coupled with a wealth of content that will help them stalk the right shares.

Sharekhan's equity related services include trade execution on BSE, NSE, Derivatives,
commodities, depository services, online trading and investment advice. Trading is
available in BSE and NSE. Along with Sharekhan.com website, ShareKhan has around
679 offices (share shops) in 234 cities around the country.

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SERVICES OF SHAREKHAN:

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PRODUCTS OF SHAREKHAN

ShareKhan Classic account

Allow investor to buy and sell stocks online along with the following features like
multiple watch lists, Integrated Banking, demat and digital contracts, Real-time
portfolio tracking with price alerts and Instant credit & transfer.

a. Online trading account for investing in Equities and Derivatives

b. Free trading through Phone (Dial-n-Trade)
• Two dedicated numbers for placing your orders with your cell phone
or landline.
• Automatic funds transfer with phone banking (for Citibank and
HDFC bank customers)
• Simple and Secure Interactive Voice Response based system for
authentication
• get the trusted, professional advice of our telebrokers
• After hours order placement facility between 8.00 am and 9.30 am
c. Integration of: Online trading + Bank + Demat account
d. Instant cash transfer facility against purchase & sale of shares
e. IPO investments
f. Instant order and trade confirmations by e-mail
g. Single screen interface for cash and derivatives

2. ShareKhan Speed Trade account

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

h. Single screen interface for cash and derivatives

i. Real-time streaming quotes with Instant order Execution & Confirmation
j. Hot keys similar to a traditional broker terminal
k. Alerts and reminders
l. Back-up facility to place trades on Direct Phone lines

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WHY YOU SHOULD CHOOSE SHAREKHAN

Experience: More than Eight decades of trust and credibility in the Indian Stock Market.

Technology: Buy and sell of shares through Online services.

Accessibility: Ground Network of 234 share shops.

Knowledge: In a business where the right information at the right time can translate into
direct profits, you can access to a wide range of information on our content-rich portal
www.Sharekhan.Com You will also get a useful set of knowledge based tools that will
empower you to take informed decisions.

Convenience: You can call our Dial-n-trade number to get Investment advice and
execute your transactions (Buy & Sell Orders).We have a dedicated call center to provide
this service via a to free number from any where in India.

Customer service: Our customer service team will assist you for any help that you need
relating to transactions, billing, De-mat and other queries. Our customer services can be
contacted via a toll-free number, email or live chat on sharekhan.com

Investment Advice: Sharekhan has dedicated research teams for fundamental and
technical research (like Pre-Market report, Post market reports)

Our analyst constantly track the pulse of the market and provide timely investment advice
to you in the form of daily research emails ,online chat, printed reports and SMS on your
phone.

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Advantages of Sharekhan:

1. Online trading is very user friendly and one doesn't need any software to access.
2. They provide good quality of services like daily SMS alerts, mail alerts, stock
recommendations etc.
3. Sharekhan has ability to transfer funds from most banks. Unlike ICICI Direct,
HDFC Sec, etc., so investor not really needs to open an account with a particular
bank as it can establish link with most modern banks.

4. Sharekhan has provided every customer with software called “TRADE TIGER”,
which enables the user to know various things about the market such as market
depth, the live market screen need not be refreshed, comparative charts are
available for every share etc.

5. One another feature of the trade tiger is the visibility of the commodity market
along with the share market.

6. All accounts in share khan will be opened within three working days, once the
customer duly completed the registration procedure.

Disadvantages of Sharekhan:

1. They charge minimum brokerage of 10 paisa per stock would not let you trade
stocks below Rs.20.
2. Classic account holders cannot trade commodities.

3. The number of branches should increase to cast a wider net.

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 CHAPTER 2
OBJECTIVES

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OBJECTIVES

PRIMARY OBJECTIVE

 To study the overall satisfaction level of the customers with particular reference
to Share khan services.

 To identify various ways to improve the customer satisfaction level at Share khan.

SECONDARY OBJECTIVE

 To identify the customer awareness of products of share khan ltd.

 To identify the need of the customers.

 To give suggestion to company in order to improve the satisfaction.

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 CHAPTER 3

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Research methodology is way to systematically solve the research problem. Research, in

common terms refers to a search for knowledge. Research methodology consists of
different steps that are generally adopted by a researcher to study the research problem
along with the logic behind them.

3.1 RESEARCH DESIGN:

 Research design is the plan, structure and strategy of investigation conceived
so as to obtain answers to research question.

 Descriptive research design was chosen for the present study.

DATA SOURCES:
The study is mainly based on the data collection from primary as well as
secondary sources.

Primary data: Data collected for specific purposes in the form of questionnaire

Secondary data: Data existing in the form of Books, Internet, Catalogues etc.

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3.2 SAMPLING DESIGN:

Definition of population: All the customers of share khan.

Sampling procedure: A non probability sampling technique is adopted.

Sampling size: A sample of 300 customers was selected from the target population for
the study.

RESEARCH METHODOLOGY:
Research design : descriptive in nature.
Data source : data collected from primary and secondary sources.
Primary data : primary data is collected from the respondent through
these structured questionnaires.

SAMPLING DESIGN:
Sample size : 300
Sampling procedure : Convenience sampling
Statistical tool : Percentage method, mean, chi-square test.

STATISCAL TOOLS:
For the purpose of analysis, Mean and percentage methods are used for the
calculation and the result was interpreted. This test was used to minimize the error of the
data collected. Graphs were used to represent the data for the better and accurate
interpretation of the result.

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3.3 STATISTICAL TOOLS USED:

Sample tools are used for analyze purpose, they are follows:
1. Percentage analysis
2. Mean method.
3. Chi-square test.

PERCENTAGE ANALYSIS:
Percentage refers to a special kind of ratio in making comparison between two or
more data and to describe relationships between the data. Percentage can also be used to
compare the relative terms, the distribution of two or more series of data.

Percentage= no of respondent/ total respondent∗100

CHI-SQUARE TEST ANALYSIS:

Chi-square test is used to find whether two or more attributes are associated. In
order to test the association of the attributes, null hypothesis and the alternate hypothesis
are taken.
Null hypothesis (HO) states: the two attributes are independent of each
other.alternete hypothesis (HI) states: the two attributes are dependent on each other.

PERIOD OF STUDY:
The duration of the study is from February to May.

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 CHAPTER 4
NEED FOR STUDY

NEED FOR STUDY

Good customer service is the lifeblood of any business. You can

offer promotions and slash prices to bring in as many new customers as you want, but
unless you can get some of those customers to come back, your business won’t be
profitable for long.

Customer satisfaction is all about bringing customers back. And

about sending them away happy – happy enough to pass positive feedback about your
business along to others, who may then try the product or service you offer for
themselves and in their turn become repeat customers.

Customer satisfaction is very important because, the customer is

satisfied when only the product/service meets the customer’s needs, wants, and
expectations. To further understand customer satisfaction, we must take a deeper look at
the levels of specific satisfaction. We must also recognize that there are levels of
customer satisfaction that, in a sense, define the basic ingredients what the customers
really want.

Every organization needs to improve level of customer

satisfaction and identify customer preference over various products so that they can
implement measures to enhance customer satisfaction levels and to attract potential
Customers. Hence a study has been undertaken on customer satisfaction.

The project aims at studying the customer satisfaction towards Share

khan in terms of opening a d-mat account, customer services provided to them, online
trading, brokerage commission, etc. It would include identifying the various groups of
satisfied and unsatisfied customers and to know the reasons for the same. Further any

24 | P a g e
suggestive methods that can be adopted to attain or regain customer satisfaction will be
put forth. Also any further plans that would help share khan in exceeding customer
expectations will also be identified. It would help the company to improve its CRM
practices.

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 CHAPTER 5

SCOPE OF STUDY

SCOPE OF THE STUDY

 The research study was confined to the geographical limits of Chennai city.

 The focus of this study was only on the satisfaction level of the customers.

 This report helps the stock broker to identify the expectations of the customers

and serve better.

 It will also provide future growth opportunity.

 It will improve the awareness of various products of sharekhan.

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 CHAPTER 6

LIMITATIONS

LIMITATIONS

 The survey was restricted to Chennai city , hence the findings cannot be

generalized

 The sample size is only 300 but the customers of sharekhan are much higher. so

the sample size won’t represent the whole population.

 The survey was limited during the short span.

 Biased answers are unavoidable.

 Respondents are busy.

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 CHAPTER 7

ANALYSIS & INTERPRETATION

ANALYSIS & INTERPRETATION

AGE LIMIT OF RESPONDENTS

Table-1

S.No. Particulars No. of Respondents % of Respondents

1 Below 30 79 26.3%

2 30-40 95 31.7%

3 41-50 77 25.7%

4 Above 50 49 16.3%

Total 300 100%

INTERPRETATION:
This table shows that 31.7% of the respondents belongs to
the age of (30-40) followed by 26.3% of the respondents belongs to the age of below
20.The least number of respondents 16.3% belongs to the age group above 50.

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 AGE LIMIT OF RESPONDENTS

Chart-1

16%
26%
below30
30-40
41-50
above50
26%

32%

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 GENDER

Table-2

S.NO Particulars No.of.Respondents % of Respondents

1 Male 212 70.7%

2 Female 88 29.3%

Total 300 100%

INTERPRETATION:
70.7% of the respondents are male and remaining 29.3% are
female.

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 GENDER

Chart-2

29%

male
female

71%

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 OCCUPATION OF THE RESPONDENTS

Table-3

S.NO Particulars No of the % of the respondents

respondents
1 Self-employed 75 25%

2 Private employee 164 54.7%

3 Govt.employee 36 12%

4 student 25 8.3%

Total 300 100%

INTERPRETATION:
This table shows that 54.7% of the respondents are private
employee followed by 25% are self-employed and the minimum respondents 8.3% are
students.

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 OCCUPATION OF THE RESPONDENTS

Chart-3

8%
25%
12%
self-employed
private employee
govt.employee
student

55%

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 ANNUAL INCOME LEVEL OF RESPONDENTS

Table-4

S.NO Particulars No.of.particulars % of the Respondents

1 Below 5 lakhs 56 18.7%

2 5 lakhs to 10 lakhs 95 31.7%

3 10 lakhs to 15 lakhs 88 29.3%

4 Above 15 lakhs 61 20.3%

Total 300 100%

INTERPRETATION:
This table shows that 31.7% of the respondents comes under the
income level of 5 to 10 lakhs followed by 29.3% comes under the income level of 10 to
15 lakhs and 20.3% of the respondents income are 15 lakhs. The least no of the
respondents 18.7% comes under the income level below 5 lakhs.

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 ANNUAL INCOME LEVEL OF RESPONDENTS

Chart-4

100
80

60 no.of
particulars
40 31.7% 29.3%
18.7% 20.3% % of the
20 respondents
0
Below 5 lakhs 5 -10 lakhs 10-15 lakhs Above 15
lakhs

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 USAGE OF SHARE KHAN

Table-5

S.No Particulars No. Of Respondents % of respondents

1 Below 3 years 124 41.3%

2 3-6 years 92 30.7%

3 More than 6 years 84 28%

Total 300 100%

INTERPRETATION:
From the above table it shows that 41.3% of the respondents
are using sharekhan for 3 years and 30.7% of the respondents are using for 3-6 years.
Remaining 28% of the respondents are using for more than 6 years.

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 USAGE OF SHAREKHAN

Chart-5

28%

41%
Below 3 years

3-6 years

more than 6
years

31%

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 SOURCE OF INFLUENCE

Table-6

S.NO Particulars No. Of respondents % of respondents

1 Advertisement 64 21.3%

2 Internet 106 35.3%

3 Friends 72 24%

4 Individual preference 58 19.3%

Total 300 100

INTERPRETATION:

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 This table shows that 35.3% of the respondents influenced by
internet followed by 24% of the respondents are by friends and 21.3% influenced by
advertisement.

SOURCE OF INFLUENCE

Chart-6

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120

100

80

60

40 35.3%
21.3% 24% 19.3%
20

0
Advertisement Internet Friends Individual
preference

No.of respondents % of respondents

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 AWARENESS OF THE PRODUCTS

Table-7

S.No Particulars No. of Respondents % of Respondents

1 Yes 227 75.7%

2 No 73 24.3%

Total 300 100%

INTERPRETATION:
The above table shows that the 75.7% of the respondents are
aware of the sharekhan products and remaining 24.3% of the respondents not aware of
some products.

AWARENESS OF THE PRODUCTS

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 Chart-7

24%

Yes
No

76%

MARKET OPPORTUNITIES FOR SHAREKHAN IN FUTURE

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 Table-8

S.NO Particulars No. Of Respondents

1 Excellent 108

2 Good 93

3 Better 76

4 Worse 23

Total 300

Mean= ((108*4) + (93*3) + (76*2) + (23*1))/300

=886/300
=2.95

INTERPRETATION:
A majority of the respondents (2.95) said that the opportunities
for sharekhan will be good in future.

MARKET OPPORTUNITIES FOR SHAREKHAN IN FUTURE

Chart-8

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 23

108
76 excellent
good
better
worse

93

FEATURES OF SAHAREKHAN

Table-9
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 S.NO Particulars No. Of respondents % of respondents

1 Time management 46 15.3%

2 Better service 98 32.7%

3 Easy Accessibilities 74 24.7%

4 Customer satisfaction 62 20.7%

5 All the above 20 6.6%

Total 300 100%

INTERPRETATION:
The above table shows that 32.7% of the respondents felt that
better service is provided, 24.7% of the respondents said that easy accessability.20.7% of
the respondents said they are fully satisfied and remaining 6.6% of the respondents
satisfied with all the above features.

FEATURES OF SAHAREKHAN

Chart-9

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120

100

80

60

40 32.7% 24.7%
20.7%
20 15.3%
6.6%
0
Time Better service Easy Customer All the above
management Accessibilities satisfication

No.of respondents % of respondents

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 BASIS OF TRADING

Table-10

S.NO Particulars No. Of respondents % of respondents

1 Market tips 118 39.3%

2 Newspaper 64 21.4%

3 Technical/fundamental 79 26.3%
analysis
4 Others 39 13%

Total 300 100

INTERPRETATION:
The above table shows that 39.3% of the respondent’s trade
under market tips, 26.3% of the respondents trade under technical & fundamental
analysis and remaining 13% of the respondents trade under different sources.

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 BASIS OF TRADING

Chart-10

140
120

100
80

60
39.3%
40
21.4% 26.3%
20 13%

0
Market tips Newspaper Techinical/Fundamental Others
analysis

% of respondents

COMFORTABLE WITH NEWLY OPENED BRANCHES

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 Table-11

S.No Particulars No. of Respondents % of Respondents

1 Yes 207 69%

2 No 93 31%

Total 300 100%

INTERPRETATION:
The table shows that 69% of the respondents comfortable with
newly opened branches and remaining 31% of the respondents are not comfortable with
that.

COMFORTABLE WITH NEWLY OPENED BRANCHES

Chart-11

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31%

Yes
No

69%

NO.OF COMFORTABLE RESPONDENTS

Table-12

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 S.NO Particulars No. Of respondents % of respondents

1 Easy accessibility 129 43%

2 Better service 68 22.6%

3 Product range 74 24.7%

4 Others 29 9.7%

Total 300 100%

INTERPRETATION:
The above table shows that 43% of the respondents are
comfortable with easy accessibility.24.7% of the respondents are comfortable with the
product range and remaining 22.6% of the respondents are comfortable with better
services.

NO.OF COMFORTABLE RESPONDENTS

Chart-12

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140

120

100

80

60 43%
40 22.6% 24.7%

20 9.7%

0
Easy accessibity Better service Product range Others

No.of respondents % of respondents

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 SATISFICATION LEVEL OF SHARE KHAN

Table-13

S.NO Particulars No. Of Respondents

1 Highly satisfied 93

2 Satisfied 144

3 Highly dissatisfied 42

4 Unsatisfied 21

Total 300

Mean = (93*4) + (144*3) + (42*2) + (21*1)/300

=909/300
=3.03

A majority of the respondents (3.03) are satisfied with the services provided by
share khan

SATISFICATION LEVEL OF SHAREKHAN

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 Chart-13

Highly Unsatisfied
dissatisfied
Highly satisfied

Satisfied

Highly satisfied Satisfied Highly dissatisfied Unsatisfied

BROKERAGE RATE OF THE CHARGES

Table-14

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 S.NO Particulars No. Of Respondents

1 Very high 108

2 High 87

3 Moderate 84

4 Low 21

Total 300

Mean = (108*4) + (87*3) + (84*2) + (21*1)/300

=882/300
=2.94

A majority of the respondents (2.94) said that the brokerage rate is moderate.

BROKERAGE RATE OF THE CHARGES

Chart-14

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120

100

80

60

40

20

0
Very high High Moderate Low

No.of respondents

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 MAXIMUM RISK READY TO TAKE

Table-15

S.NO Particulars No. Of respondents % of respondents

1 0-10% 119 39.7%

2 10-20% 65 21.7%

3 20-50% 79 26.3%

4 More than 50% 37 12.3%

Total 300 100%

INTERPRETATION:
The table shows that up to 10% of the respondents are ready to
take 39.7% of risk.26.3% of the respondents are ready to take risk up to 50% and
remaining 12.3% of the respondents are ready to take more than 50% of risk.

MAXIMUM RISK READY TO TAKE

Chart-15

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 120

100

80

60
39.7%
40 26.3%
21.7%
12.3%
20

0
0-10% 10-20% 20-50% More than 50%

No.of respondents % of respondents

Ho:-There Is No Relationship between Age and Risk Taking

Risk
Taking/Age 20-30 31-40 41-50 >50 Total
0-10% 31 43 27 18 119
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 10-20% 19 15 18 13 65
20-50% 15 24 25 15 79
More than
50% 14 13 10 - 37
Total 79 95 80 46 300

E(11)= (119*79)/300=31.3

E(12)=(119*95)/300=37.7

E(13)=(119*80)/300=31.7

E(14)=(119*46)/300=18.3

E(21)=(65*79)/300=17.1

E(22)=(65*95)/300=20.6

E(23)=(65*80)/300=17.3

E(24)=(65*46)/300=9.6

E(31)=(79*79)/300=20.8

E(32)=(79*95)/300=25.0

E(33)=(79*80)/300=21.1

E(34)=(79*46)/300=12.1

E(41)=(37*79)/300=9.7

E(42)=(37*95)/300=11.7

E(43)=(37*80)/300=9.9

OI EI (OI-EI)^2/EI
31 31.3 0.002875399
43 37.7 0.745092838
27 31.7 0.696845426
18 18.3 0.004918033
19 17.1 0.21111111
15 20.6 1.5223301
18 17.3 0.0283237
13 9.6 1.20416667
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 15 20.8 1.61730769
24 25 0.04
25 21.1 0.72085308
15 12.1 0.69504132
14 9.7 1.90618557
13 11.7 0.14444444
10 9.9 0.84949495
TOTAL 10.38899

Hence the calculated value of χ2 =10.38899

Degrees of freedom = (4-1) (4-1)

=9

The table value of χ2 for nine degrees of freedom at 5 percent level of significance
is16.919.

The calculated value of χ2 is less than the table value and is considered as insignificant.
The null hypothesis is rejected and the alternate hypothesis is accepted and hence there is
relationship between age and risk taking.

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 CHAPTER 8

FINDINGS

FINDINGS:

 31.7% of the respondents belong to the age of (30-40).

 70.7% of the respondents are male and remaining 29.3% are female.

 35.3% of the respondents influenced by internet.

 75.7% of the respondents are aware of the sharekhan products.

 39.3% of the respondent’s trade under market tips.

 32.7% of the respondents felt that better service is provided

 A majority of the respondents (2.94) said that the brokerage rate is moderate.

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 A majority of the respondents (3.03) are satisfied with the services provided by

sharekhan.

 54.7% of the respondents are private employee.

 24.3% of the respondents not aware of some products.

 43% of the respondents are comfortable with easy accessibility.

 39.7% of the respondents are ready to take risk up to 10%.

 Dial and trade services are best according to the customers.

 The trading software is friendly user to the customers.

 Research reports and script recommendations are being provided.

 Sharekhan website provides the best outlook to the new investors.

 The brokerage rate is high as compared to the other broking firms.

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 CHAPTER 9
SUGGESTIONS

SUGGESTIONS

 From the study it was found that the level of awareness is high and to get more

awareness, the company can do more advertisement through internet, brochures

etc…

 The brokerage rate is high. So the company can decrease the charges for

brokerage, along with the other services than before. This will helpful to get more

investors.

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 The company should more concentrate to the age group of 30-40.so that they will

invest more than before.

 The company can provide more market tips through SMS.

 From the study it was found that the market opportunity for sharekhan will be

excellent in future.

 It was found that the exiting customers were not aware of the new products

launched. So the company should deliver the message about the new products

launched.

 Increase the level of employees (relationship manager, sales executives) to

achieve more targets.

 Various sales promotion techniques can be introduced.

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 CHAPTER 10
MY EXPERIENCES

Sales and marketing

 When the internship took off, to understand the different tasks of a marketing
person and that of a group was the crux.

 The driving force or the soul of any company like share khan is sales along with
the actual processes that come with the marketing mix.

 The real building blocks of sales are the 3 c’s which are Coax, convince and
customer. The customer is the essential ingredient in this mix.

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  In an era where a large number of companies are trying to outsell each other, the
innovation in terms of sales has increased manifold and in order to jet past the rest
selling has become creative.

Why it is important for a marketing intern to learn the nuances of sales

 The backbone of both the marketing and the internship starts off with sales and
thus in terms of growth the marketing team has to exhibit its capabilities in terms
of sales.

 The creativity involved in marketing has to be applied to sales in terms of

achieving numbers along with the other attributes associated with it.

 Finally, the whole process of convincing a customer, understanding his needs

ends with selling a product.

 A product cannot be sold without a customer and a customer cannot be found

without a customer database, so the process is initiated by building a customer
database.

Building and Expanding Customer Database:

 To sell a product one has to build a customer database so as to pursue potential

customer and every customer added to the company is a small victory in itself.

 There were several ways to expand the customer database. One was to give out
pamphlets which was distributed all across the city either by setting up

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 Vantage points or in IPL matches which was an ideal time to connect with
people.

 The customer database expanded everyday and the next phase was to convince
any of these customers into opening an account.

 Making calls to all the customers was a responsibility that was taken up everyday
regardless of field work.

 The calls made were an integral part of the project as the ability to convince a
customer was increasing with every call.

 There were customers who put an end to a call abruptly and there were others
who listened to what was being said but finally did not agree to open an account.

 The company had several plans for customers to work with, so the customer had
to be explained about all the intricacies of it and convince him that it in fact was
the best plan that has ever been offered.

 As the internship progressed, there were several ideas that started flowing into
selling to expand the companies’ products.

 The ideas were more on the lines of building a stronger customer database which
in turn had lead to more customers.

 One of those ideas was to visit a college and conduct a seminar about the services
offered by share khan. The college visit was an eye opener to know the mood of
a student towards d-mat accounts and online share trading.

New packages newer customers:

 The internship entered its second month and there was a lot of festivity and to
savor them the company introduced new plans and packages.

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  The plans were to reduce the brokerage commission for an account in intra day
trading and there were other packages as well but this generated a lot of interest.

 Smart packaging of this product led to increase in sales as this was one of the
lowest commissions offered in the market.

 New packages meant newer customers, while expanding the customer database
was a pretty useful as it meant more people to be convinced and the conversion
rate was higher than expected during this period.

 Higher conversion rate is the higher rate of conversion of calls to customers.

 The idea of putting forward some of these plan to relatives and friends who were
among potential customers worked.

 The discussions everyday with the city sales manager and the assistant manager
on how to improve the sales were of prime importance as it helped as to how the
pressures of targets should be withstood.

. Experiences: Ground level

 As each week passed by the experiences of meeting customers at ground level

was refreshing as each person had a thing or two to say.

 One had to put up with all the positive and negative feedback about the company
and put things into perspective for the customers.

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  The negative feedback shall be reported back to the company in a step to improve
on specific areas

 So, sales was not just about selling products or services but also taking responses
from customers.

 All the endurance test had to be passed at the ground level and it had all the
makings of a grueling period of sales and one that would be put right on track for
a hard term of corporate life which is to follow.

 Parks, stadiums, clubs, and malls everything was to put under the scanner for
clients and to add to the growing list of customers.

 It was not just people who were working that were the focus but also students,
business people also were potential targets.

 It was a big learning curve as each customer passed by and all the different ways
to talking to a customer was learnt.

 Some experience’s that one had to go through was sometimes grueling as some
customers were very hard to convince.

 As days went by it was a tough task to find new customers and add to the
customer kitty and new targets had to be achieved.

Interactions and improvements

 All the different promotional activity that will help in sales was discussed with the
city sales manager.
 The target was kept in mind or was the primary focus of discussion with the
assistant manager.

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  Also to have an in-depth understanding of the company there was an interaction
session with all the staff of share khan.
 The interaction had gone long away in improving the convincing abilities of a
beginner in sales.

 The know-how of product and services of share khan went a long way in
achieving targets.

Process of opening an account

The process of opening of opening a d-mat account:
a) A form has to be filled with all the details about the customer along with his
signature.

b) The customer’s address proof, photo id proof, pan card is collected.

c) Three check leafs duly signed by the customer is also needed.

The above three steps are standard procedures that have to be followed while opening an
account.

Best Trainee Award

 Once I got to terms of sales and marketing and in which I learnt a lot about and it
was all about long term targets now.

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 The target was to achieve an award for the best trainee the company has ever had,
it was that motive that kept me going along with the motivation given by the
faculty and company guides as well.

 I had become well versed with the services and wanted to achieve something and
I had the best trainee award within sight.

 The magic number to receive the award was “28” but I have gone two steps
further in attaining “30”customers and thereby in turn getting the award.

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 CHAPTER 11
CONCLUSION

CONCLUSION

Online trading services have cast a spell on the Customers due to better
online services, easy accessibility and time management.

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 For the company to sail past the rest it has to build on the already
existing software that is available to the user, which will pave the way for an illustrious
journey.

Both the company and the customer can benefit from the
advancements in the field of online trade services thus finding avenues to improve upon.

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 CHAPTER 11
BIBLIOGRAPHY

BIBLIOGRAPHY

(i) Share Khan Customer database.

(ii) Internet search engine.
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(iii) http://www.sharekhan.com

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 CHAPTER 12
ANNEXURE

ANNEXURE

QUESTIONNAIRE

Dear Respondent,
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 I am vinod kumar, M.B.A student of IBS, HYDERABAD. I am doing
a project work titled “Customer satisifaction towards Share Khan Ltd”. I kindly
request you to fill this questionnaire.

1. Name: _______________

2. Age:

(a) 20-30 (b) 31-40 (c) 41-50 (d) 50 and Above

3. Gender:

(a) Male (b) Female

4. Occupation:

(a) Self Employed (b) Private Employee (c) Govt. Employee (d) Student

5. Income per Annum

(a) 1 Lakh to 5 Lakhs (b) 5 Lakhs to 10 Lakhs

(c) 10 Lakhs to 15 Lakhs (d) 15 Lakhs & above

6. How long you been using this Sharekhan?

(a) Below 3 years (b) 3-6 years (c) More than 6 years

7. From where you come to know about share khan?

(a) Ad (b) internet (c) Friends (d) Word of mouth

8. Are you aware of the products offered by Sharekhan?

(a) Yes (b) No

9. What will be the market opportunities for Sharekhan in future?

(a) Excellent (b) Good (c) Better (d) Worse

10. By what feature Sharekhan different from competitor?

(a) Time Management (b) Better Service (c) Easy Accessibility

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 (d) Customer Satisfaction (e) All the above

11. On what basis do you trade?

(a) Market tips (b) newspaper (c) technical/fundamental analysis
(d) Others.
12. Are you comfortable with the newly opened Share khan branches at your near
place opened than before?

(a) Yes (b) No

13. If Yes, because of

(a) Easy accessibility (b) Better Service (c) Product Range

(d) Others

14. If No, Why?

_________________________________________________________________
_________________________________________________________________
_________________________________________________________________
___

15. How do you feel about the services provided by Share khan?

(a) Highly Satisfied (b) Satisfied (c) Highly Dissatisfied

(d) Unsatisfied

16. How do you feel about the brokerage rate charged by Share khan?

(a) Very High (b) High (c) Moderate (d) Low

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17. What is the maximum risk that you are ready to take?

(a) Up to 10% (b) 23% (c) 50% (d) above 50%

18. Suggestions for future development.

_________________________________________________________________
_________________________________________________________________
_________________________________________________________________
___

THANK YOU.

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