A

SUMMER INTERNSHIP PROJECT REPORT

ON
INVESTMENT BEHAVIOUR OF THE CUSTOMERS OF THE SHAREKHAN
TOWARDS
SHARES & EQUITY MARKET

At

A Project Report Submitted

IN PARTIAL FULFILLMENT OF THE
REQUIREMENT OF THE AWARD FOR THE DEGREE OF

BACHELORS OF Commerce
TO
Guru Gobind Singh Indraprastha University, Delhi

UNDER THE GUIDANCE OF

Faculty Guide Company Guide:
Mr. Aditya Bedua
Assistant Prof.
Divya Jain
-:Submitted By:-
AVNI GARG
[Batch : 2017-20, Enrollment No.:42312388817]
B.COM(HONS) SEMESTER V
 DECLARATION

I declare that the summer project report titled “Investment behavior of the
customers of the SHAREKHAN LTD. Towards Shares & equity market” is based on original
piece of work done by me for the fulfilment of degree of Bachelors of Commerce and whatever
information has been taken from any sources had been duly acknowledge.

I further declare that the personal data & information received from any
respondent during survey has not been shared with any one and is used for academic purpose
only.

Ms. AVNI GARG

 CERTIFICATE

This is to certify that as per best of my belief that project entitled “Investment
behavior of the customers of the SHAREKHAN LTD. Towards Shares & equity market’’ is
bonafide research work carried out by AVNI GARG student of B.COM,DIAS,ROHINI,NEW
DELHI in partial fulfillment of the requirement for the Degree of Bachelor of Commerce.

She is worked under my guidance

Faculty Guide
Director

Date:
Place:
 PREFACE

For a management student training plays an important role during his/her study. Training
provides a corporate or real world platform to learn practically. B.COM degree without any
training or corporate world experience is just like life without oxygen. So industrial training
provides a great learning experience about management concepts and its applications.
This training provides us an opportunity to know the current market. To know the
current market situations, prevailing competitions, behavioral environment of different people
etc. It provides us a platform whereby we can apply our theoretical knowledge and we can solve
many practical problems. And hence it can help us to be a successful manager in future.
Thanks to all those who directly or indirectly help me to complete this project within
a short time limit . For preparation of this report I would like to thanks to faculty members of our
college and staff members of SHARE KHAN LTD.
 ACKNOWLEDGEMENT

There is a fact that none of the human being in this world is 100% perfect and in order to
gain some perfect ness in itself an individual surely needs a helping hand. The same was with me
with respect to the project that I was undergoing during this session of 2 months. As I too was
illiterate with this research topic that I selected for my research at the initial stages, I got
acquainted with it slowly and steadily through efforts and surely from various intelligent and
helpful personalities. I would like to extend my heartily thanks to all of them through this
acknowledgement.

I am also thankful to MR. ADITIYA BEDUA (Assistant Manager) of Sharekhan Ltd.,

for giving me an opportunity for getting in valuable experience in such reputed organization.

Finally, I would like to record my special thanks to my parents, friends, and colleagues
help me directly or indirectly in preparation of project work.
S.NO PARTICULARS SIGN

1 Introduction to the industry and company

2 Introduction to the topic

3 Research methodology

4 Data analysis and interpretation

5 Findings
Conclusion

6 Suggestions
Limitation
 Sharekhan is also about focus. Sharekhan does not claim expertise in too many things.
Sharekhan's expertise lies in stocks and that's what he talks about with authority. So when he says that
investing in stocks should not be confused with trading in stocks or a portfolio- based strategy is better
than betting on a single horse, it is something that is spoken with years of focused learning and
experience in the stock markets. And these beliefs are reflected in everything Sharekhan does for you!
To sum up, Sharekhan brings to you a user- friendly online trading facility, coupled with a wealth of
content that will help you stalk the right shares.

Those of you who feel comfortable dealing with a human being and would rather visit a brick-and-
mortar outlet than talk to a PC, you'd be glad to know that Sharekhan offers you the facility to visit (or
talk to) any of our share shops across the country.
Though with time our website, www.sharekhan.com, has evolved into a one-stop shop for
financial products and services, in the past 16 years we have also built a large network of 2,268
brick-and-mortar outlets in 525 cities across 28 states because we respect our customers’ need
for a human-to-human experience and love to connect to them at a personal level.
To find the answers of these questions, you must visit Sharekhan. In other words Sharekhan is a
company that provides you an outstanding trading facility with a wide variety of products and
acts as an investment consultant to manage your portfolio and secure a high rate of return on
your investments in the securities market.

Basically, the company is a market leader in providing brokering services and has a top turnover
in trading and the high turnover makes it the no.1 in the market. The main difference is the
services that they provide to the investors who really need it. The services are discussed in more
detail in the marketing activities. The clients are managed with a friendly corporate culture to
give him more benefited investment ideas and motivate him whenever he needs. The company is
providing as many tips to the clients (pre-market, online and post-market) for more and more
trading ideas and the manager helps each client to concentrate on a few scripts so that he can
manage the profit/loss.

In short, Sharekhan is currently having a good position in the market with the highest no of
transactions and also the highest turnover (buying & selling) in india and a leader in providing
better services to the investors. Sharekhan was one of the first brokers to offer online trading in
India. With 16 lakh customers, 153 branches and more than 2400 business partners spread across
over 575 locations, Sharekhan is one of the largest brokers in India. Sharekhan offers a wide
range of savings & investment solutions including equities, futures and options. currency
trading, portfolio management, research and mutual funds and investor education. On an
average, Sharekhan executes more than 400,000 trades daily A research and analysis team is
constantly working to track performance and trends. That’s why Sharekhan has the trading
products, which are having one of the highest success rates in the industry.
 BRAND NAME

“SHAREKHAN”. The Brand name “SHAREKHAN” itself suggests the business in which the
company is dealing so that the customer could easily identify the product or service category.

Guiding India's retail stock investors for 16 years

 Registered with NSE and BSE for capital market, futures and options and currency segments and
CDSL and NSDL for depository services.
 A full-service stock broking firm providing online services right from online account opening to
trading and investments.
 Created India’s best online trading platforms: Website (www.sharekhan.com), TradeTiger (the
ultimate desktop trading software), Sharekhan App (available for Android and iOS devices) and
Sharekhan Mini (a low bandwidth website especially for mobile browsers)
 A strong brick-and-mortar network with over 2600 outlets in 575+ cities
 Research-based financial advice on all asset classes to suit all investing and trading styles
 Dedicated Education and training courses for investors and traders in association with Online
Trading Academy

BNP Paribas is a leading bank in Europe with an international reach. It has a presence in 75
countries, with more than 189,000 employees. It has had a presence in India for over 150 years
having established its first branch in Kolkata, in 1860
MISSION:

To educate and empower the individual investor to make better investment decisions through
quality advice and superior service.

VISION:

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

ACHIEVEMENTS OF SHAREKHAN:

 Awarded in the “IT Security” category at the Information Week Edge Awards
 Named Best Equity Broker in the Investor Education & Category Enhancement
category at the Bloomberg-UTV Financial Leadership Awards by Bloomberg and UTV
 Awarded in five categories, Start-up of the Year, Marketer of the Year, World-class
Performance, Silver Center Club and Gold Center Club, at Annual International
Conference of OTA by Online Trading Academy
 Named Best Pharma Analyst by Zee Business
 Voted among top 10 at StarMine Broker Awards for BSE Sensex Recommendation by
UTVi and StarMine
 Named Most Preferred Stock Broker Brand at Awaaz Consumer Awards by CNBC
Awaaz
Sharekhan ltd. Provide different Product as follows
1. Equity and Derivative Trading on BSE and NSE.
2. Depository Services.
3. Online Trading.
4. IPO Services.
5. Commodities Trading on MCX and NSDEX.
6. Portfolio Management Services.
SERVICES PROVIDED BY SHAREKHAN

Online Services
Offline Services
Depository Services
Equity and Derivatives Trading
Fundamental Research
Technical Research
Portfolio Management
Commodities Trading
Dial-n-trade
Share shops
1. Online Services:

 Mutual Funds
 Commodity Futures
 PMS
 Technical PMS
 Demat Services
 Share shops
2. Offline Services:

 Trading with the help of Dealer

 Trading without credit
 By calling to the Share shops
 Credit facility (Only in Delivery-based)
 T+2 facility
 Special website for Offline Clients: www.mysharekhan.com
 Physical contract notes
Types of Account

 Trading A/c
 Insta Mutual Funds A/c

It is no longer possible to invest in the stock market without a demat account. Did you know that?
Well, The Securities and Exchange Board of India (SEBI) made it mandatory in 2014. So, selecting a
demat account that best suits your requirements becomes important.

1. Account types
There are two types of demat accounts: basic service accounts and full service accounts and charges
vary account to the type of account you have. If you are a new user, you should opt for a basic
service account. This will give you an idea of how the market functions. The biggest benefit of this
account is that you will not pay any annual maintenance for transactions up to Rs.50,000.
On the other hand, a full service account offers various benefits to investors such as offering advisory
services. Accordingly, charges for a full service account are higher.

2. Account opening charges

You can open a demat account with any depository participant (DP), such as banks, stock brokers or
online investment platforms. Cost of opening an account may vary from one option to another. Most
banks allow investors to open demat accounts free of cost. Stock broking companies and online
investment platforms charge an account opening fee. The charge could range anywhere between
Rs.250 and Rs.750. Although banks offer a benefit here, do remember that other charges will be
levied down the line.

3. Annual maintenance charges (AMCs)

You have to pay a certain amount each year to maintain your account. This is an important factor to
consider before choosing a certain option. Most DPs charge an AMC. However, a few tend to waive
the charges for the first year and later charge on the basis of the number of transactions made in a
year. Online investment portals tend to charge much lower AMCs than banks.
4. Brokerage charges
You pay for services rendered during the buying and selling of shares. Different DPs
have their own brokerage charges. In general, most brokers charge brokerage in
percentage terms. For Sharekhan, the brokerage is 3 paise per 100 paise for each intraday
transaction. The amount is 30 paise per 100 paise for delivery.Services and charges
Many DPs offer a varied set of services to demat account holders. However, you must
choose to pay for the services you need. Try to choose an option that is in sync with your
trading requirements and is cost-effective in the long run. Always aim at finding all costs
involved before opening an account, as there is no point in paying for services you will
not use.
THE MAIN PURPOSE OF CONDUCTING THE SURVEY FOR Sharekhan

To identify the target consumer for share business.

To get a feel of the Customers perception about Sharekhan services products.

To find an appropriate communication message for attracting the people to Sharekhan

OBJECTIVES OF THE STUDY

1) To study the perception of the customers with reference to the share market.
2) To analyze the level of satisfaction of customers transacting business through Sharekhan.
3) To offer suggestions for increasing the level of satisfaction of the customers.
4) To study the customers satisfaction with reference to Sharekhan.
5) To study the level of satisfaction of various services offered by Sharekhan.
SCOPE OF THE STUDY

Globalization of the financial market has led to a manifold increase in investment. New markets
have been opened; new instruments have been developed; and new services have been launched.
Besides, a number of opportunities and challenges have also been thrown open. Online share
trading is new to Equity market in India. Mainly two exchanges are involved in online trading in
India BSE & NSE.

LIMITATIONS OF THE STUDY

1) The study was conducted in New Delhi and the findings are applicable only to the city.
2) Most of the customers were busy and some of them were not in a position to give complete
data.
3) Researcher had to proceed with incomplete data.
 EQUITY SHARES

Shares represent ownership rights of their holders. Shareholders are owners of the
company. Shares can of two types:

Equity Shares

Preference Shares

Equity Shares are also known as ordinary shares.

Do not have fixed rate of dividend.

There is no legal obligation to pay dividends to equity shareholders.

STOCK MARKETS IN INDIA

Stock exchanges are the perfect type of market for securities whether of government and semi-
govt bodies or other public bodies as also for shares and debentures issued by the joint-stock
companies. In the stock market, purchases and sales of shares are affected in conditions of free
competition. Government securities are traded outside the trading ring in the form of over the
counter sales or purchase. The bargains that are struck in the trading ring by the members of the
stock exchanges are at the fairest prices determined by the basic laws of supply and demand.
Definition of a stock exchange:

“Stock exchange means any body or individuals whether incorporated or not, constituted for the
purpose of assisting, regulating or controlling the business of buying, selling or dealing in
securities.” The securities include:
Shares of public company.
Government securities.
Bonds

History of Stock Exchanges:

The only stock exchanges operating in the 19th century were those of Mumbai setup in 1875 and
Ahmadabad set up in 1894. These were organized as voluntary nonprofit-marking associations of
brokers to regulate and protect their interests. Before

the control on securities under the constitution in 1950, it was a state subject and the Bombay
securities contracts (control) act of 1925 used to regulate trading in securities. Under this act, the
Mumbai stock exchange was recognized in 1927 and Ahmadabad in 1937. During the war boom,
a number of stock exchanges were organized. Soon after it became a central subject, central
legislation was proposed and a committee headed by A.D.Gorwala went into the bill for
securities regulation.
On the basis of the committee’s recommendations and public discussion, the securities contract
(regulation) act became law in 1956.
Functions of Stock Exchanges:

Stock exchanges provide liquidity to the listed companies. By giving quotations to the listed
companies, they help trading and raise funds from the market. Over the hundred and twenty
years during which the stock exchanges have existed in this country and through their medium,
the central and state government have raised crores of rupees by floating public loans. Municipal
corporations, trust and local bodies have obtained from the public their financial requirements,
and industry, trade and commerce- the backbone of the country’s economy-have secured capital
of crores or rupees through the issue of stocks, shares and debentures for financing their day-to-
day activities, organizing new ventures and completing projects of expansion, diversification and
modernization. By obtaining the listing and trading facilities, public investment is increased and
companies were able to raise more funds. The quoted companies with wide public interest have
enjoyed some benefits and assets valuation has become easier for tax and other purposes.
ONLINE TRADING INDUSTRY – INDIA

With an online trading account, you can buy and sell shares in an instant! Anytime you like and
from anywhere you like. You can choose the online trading account that suits your trading habits
and preference.

In online trading the orders are sent to the exchanges, the confirmation is immediately
conveyed through E-mail and the proceeds or shares are credited (or debited) to the bank and
demat accounts. Globally, trade every seconds trade that goes through in the stock market is an
online trade. We in India have a long way to go but we sure are catching up a good speed.

Companies offer a fast online share dealing service using real time quotes, free up to the
minute advice, information and tips. Trades may be both in NSE & BSE. Some online companies
offer investment in mutual funds and IPO‟s online.

The Indian problem:

Some other structural aspects need to be kept in mind while analyzing the e-broking scenario in
India. The breadth of participation in the stock market in India is significantly lower as
compared to western markets with only 12.1 million equity owning households and three million
depository accounts. Brokerage rates in India are significantly lower than US rates, with Indian
brokers charging commissions of 0.5% to 1.25% per trade. For any player, the pricing strategy
for e-broking for the retail segment is as follows: For the cash segment, the brokerage charged
varies from 0.4% to 0.85% based on the volume of trade done per quarter while for the margin
segment; the brokerage charged varies from 0.05% to 0.15% based on the volume of trade done
per quarter. The above charges are inclusive of depository charges and all the other statutory
charges.
 VARIOUS STOCK EXCHANGES IN INDIA

Bombay Stock Exchange of India (BSE)

National Stock Exchange of India (NSE)

Indian Commodity Exchange (ICEX)

United Stock Exchange of India (USE)
Multi Commodity Exchange (MCX)
Over the Counter Exchange of India (OTCEI)
Inter-connected Stock Exchange of India (ISE)
Madras Stock Exchange (MSE)
Coimbatore Stock Exchange (CSX)
Ahmedabad Stock Exchange (ASE)
Bhubaneshwar Stock Exchange (BhSE)
Cochin Stock Exchange (CSE)
Hyderabad Stock Exchange (HSE)
Calcutta Stock Exchange (CSE)
Delhi Stock Exchange (DSE)
Bangalore Stock Exchange (BgSE)
Madhya Pradesh Stock Exchange, Indore
Jaipur Stock Exchange (JSE)
Magadh Stock Exchange, Patna
UP Stock Exchange (UPSE)
Vadodara Stock Exchange,Vadodara (VSE)
Guwahati Stock Exchange Ltd
Ludhiana Stock Exchange Association Ltd
Kanara Stock Exchange Ltd
Mangalore Stock Exchange Ltd
 Pune Stock Exchange Ltd
Saurashtra Kutch Stock Exchange Ltd
Meerut Stock Exchange Ltd
Intrex Trade Exchange Ltd
United Stock Exchange of India
Mahurat trading

COMPETITORS OF SHAREKHAN LTD:

1) There are currently close to online brokerages in India with ICICI direct, HDFE securities,
Kotak Street, Share Khan, India Bulls and 5paisa, Motilal oswal being some major
competitors of Sharekhan.
2) However, due to limited volumes, no online brokerage is currently making money and a
shakeout is imminent in the near future. The going to be expected to get tougher with the
advent capital account; convertibility, players such as TD Water house have already entered
the Indian market, while others such as Schwab are expected shortly. On an average, Rs. 40
crores per day (Rs. 1300 crores per month) is likely to be the threshold breakeven for online
brokerages.
The National Stock Exchange of India Limited has genesis in the report of the High Powered
Study Group on Establishment of New Stock Exchanges, which recommended promotion of a
National Stock Exchange by financial institutions (FI‟s) to provide access to investors from all
across the country on an equal footing. Based on the recommendations, NSE was promoted by
leading Financial Institutions at the behest of the Government of India and was incorporated in
November 1992 as a tax-paying company unlike other stock exchanges in the country. On its
recognition as a stock exchange under the Securities Contracts (Regulation) Act, 1956 in April
1993, NSE commenced operations in the Wholesale Debt Market (WDM) segment

in June 1994. The Capital Market (Equities) segment commenced operations in

November 1994 and operations in Derivatives segment commenced in June 2000

NSE's mission is setting the agenda for change in the securities markets in India. The
NSE was set-up with the main objectives of:

Establishing a nation-wide trading facility for equities and debt instruments.

Ensuring equal access to investors all over the country through an appropriate
communication network.
Providing a fair, efficient and transparent securities market to investors using
electronic trading systems.
Enabling shorter settlement cycles and book entry settlements systems, and
Meeting the current international standards of securities markets.

The standards set by NSE in terms of market practices and technology, have become industry
benchmarks and are being emulated by other market participants. NSE is more than a mere market
facilitator. It's that force which is guiding the industry towards new horizons and greater
opportunities.
BSE (Bombay stock exchange)

Bombay stock exchanges limited is the oldest stock exchange in Asia with a rich heritage.
Popularly known as “The native share and shareholders association” in 1875. It is the first stock
exchange in the country to obtain permanent recognition in 1956 from the government of India
under securities contracts (regulation) act, 1956. The exchanges pivotal and pre-eminent role in
the development of the Indian capital market is widely recognized and its index, SENSEX, is
tracked worldwide. Earlier an Association of persons (AOP), the exchanges is now a de-
mutualized and corporative entity incorporated under the provisions of the companies act, 1956,
pursuant to the BSE (Corporation and Demutualization) scheme, 2005.
Notified by the Securities and Exchange Board of India
With demutualization, the trading rights and ownership rights have been de-linked effectively
addressing concerns regarding perceived and real conflicts of interest. The exchange is
professionally managed under the overall direction of the board of directors.
The board comprises eminent professionals, representatives of trading members and the
Managing directors of the exchange. The board is inclusive and is designed to before from the
participation of market intermediaries.
In terms of organization structure, the board formulates larger policy issues and exercises overall
control. The committees constituted by the board are broad based. The day to day operations of
the exchange are managed by the managing director and a management team of professionals.
The exchange has a nationwide reach with a presence in 417 cities and towns of India. The
systems and processes of the exchange are designed to safeguard market integrity and
enhance transparency in operations. During the year 2004-05, the trading volumes on the
exchange showed robust growth.

The exchange provides an efficient and transparent market for trading in equity, debt
instruments and derivatives. The BSE‟s Online Trading System (BOLT) is a proprietary system
of the clearing and settlement functions of the exchange are ISO 9001:2000 certified.
SEBI (Securities and Exchange Board of India)
In 1998, the SEBI was established by the Government of India through an executive resolution,
and was subsequently upgraded as a fully autonomous body (a statutory board) in the year 1992
with the passing of the SEBI act on 30th Jan 1992. In place of Government control statutory and
autonomous regulatory boards with defined responsibilities, to cover both development and
regulation of the market, and independent powers have been set up. Paradoxically this is a
positive outcome of the securities scam of 1990-91.
The basic objectives of the board were identified as:
To promote the interests of investors in securities.

To promote the development of securities market.

To regulate the securities market and

For matters connected there with or incidental there zto.

Since its inception SEBI has been working targeting the securities and is attending to the
fulfillment of its objectives with commendable zeal and dexterity. The improvements in the
securities markets like capitalizations requirements, margining, establishments of clearing
corporation etc. reduced the risk of credit and also reduced the market.
SEBI has introduced the comprehensive regulatory measures prescribed norms, the eligibility
criteria, the code of obligations and the code of conduct for different intermediaries like, bankers to
issue, merchant bankers, brokers and sub-brokers, registrars, portfolio managers, credit rating
agencies, underwriters and others. It has framed by-laws, risk identification and risk management
systems for clearing houses of stock exchanges, surveillance system etc. which has made dealing
in securities both safe And transparent to the end investors.

Another significant event is the approval of trading in stock indices (like S&P CNX Nifty
and Sensex) in 2000. A market index is a convenient and effective product because of the
following reasons:
It acts as a barometer for market behavior.

It is used to benchmark portfolio performance.

It is used in derivative instrument like index futures and index options.

It can be used for passive fund management as in case if index funds.

Two board approaches of SEBI is to integrate the securities market at the national level, and
also to diversify the trading products, so that there is an increase in number of traders including
banks, financial institutions, insurance companies, mutual funds, primary dealers etc. to transact
through the exchanges. In this context the introduction of derivatives trading through Indian
stock exchanges permitted by SEBI in 2000 AD is a real landmark.
SEBI appointed the L.C. Gupta Committee in 1998 to recommend the regulatory frameworks
for derivatives trading and suggest by-laws for regulation and control of trading and settlement
of derivatives contracts. The board of SEBI in its meeting held on May 11, 1198 accepted the
recommendations of the committee and approved the phased introduction of derivatives trading
in India beginning with stock index futures. The board also approved the “Suggestive by-laws”
as recommended by the Dr. L.C. Gupta Committee for regulation and control of trading and
settlement of derivatives contracts.

SEBI then appointed the J. R. Verma Committee to recommend Risk Containment Measures
(RCM) in the Indian stock index futures market. The report was submitted in November 1998.
However the Securities Contracts (Regulation) act, 1956 (SCRA) required amendment to include
“derivatives” in the definitions of securities to enable SEBI to introduce trading in derivatives.
The necessary amendment was then carried out by the Government in 1999. The Securities law
(Amendment) bill, 1999 was introduced. In December 1999 the new framework was approved.
Derivatives have been accorded the status of „Securities‟. The ban imposed on trading in
derivatives in 1969 under a notification issued by the central government was revoked.

Thereafter SEBI formulated the necessary regulations and intimated the stock exchanges in the
year 2000. The derivatives trading started in India at NSE in 2000 and BSE started trading in the
year 2001.
 Research Methodology

Nature of research
 Descriptive research design.
It is designed to describe something, such as demographic characteristics of consumers who use the products. It deals
with determining frequency with something occurs or how two variables vary together. This study is also guided by
an initial Hypothesis.

 Research instrument
Questionnaire – Open and close ended

Open ended question – Sometimes these question are called free answer questions the
respondent answer in his/her words, for e.g. and open ended question on a study on “Orange
squashes” can be asked as what suggestion do you make for improving orange squashes? In this
case no answer choice is given to the respondent and he/she may give any answer he/she thinks.

Close ended question – Such guests are also called fixed alternative questions. The alternative
questionnaire may take the form of dichotomous question multiple choice question checklist and rating
scales, such as ordinal scale nominal scale etc.

Question method of data collection is quite popular and consists of question printed or typed in a
form or set of forms. Care was taken in the main aspect as general form. Question sequence,
question formulation and wording, the study was associated with both the question i.e., closed
ended and open ended questions. Free responses were invited from the respondents.

 Method of data collection

Primary and secondary data

Primary data
Primary data are that information which is collected, fresh and fir the first time thus happens to be
original in character primary data can be collected in marketing by three basic methods, viz., survey,
observation and experiments.

Secondary data
On the other hand are those, which have already been passed through the statistical process.
The secondary data are that information which is collected from internal sources as well as
external sources, Wiz‟s from the company own the records and documents.
Secondary data was collected from the registers, manuals, information bulletins maintained by the
personnel department and other records, information collected in this manner was immediately complied
processed manually and a statistical structure was given to the data to help interpretation of the statistical
data.
 Sample method
Non-Probability sampling
 Research tool
ANOVA
Chi square
 Sample size
The sample size I have taken is 50
DATA ANALYSIS & INTERPRETATION
AGE :-

20-30 18
30-40 7
40-50 20
ABOVE 50 5

AGE
25

20

15

0
20 - 30 30 - 40 40 - 50 ABOVE 50

INTERPRETATION:- From the above study the result is 18 respondance between 20 – 30 age
, 7 respondance between 30 – 40 age , 20 respondance between 40 – 50 age , and only 5
respondance Above 50 age are the interested in Equity trading in SHAREKHAN . majority
40 – 50 age people are came.
GENDER :-

MALE 36
FEMALE 14

GENDER
40
35
30
25
20
GENDER
15
10
5
0
MALE FEMALE

INTERPRETATION :- From the above study it is clarify that out of 50 , 36 male respondance
and 14 female respondance are doing trading in SHAREKHAN. So it is clarify that male are
more interested compare to female in Equity trading in sharekhan .

OCCUPATION :-

STUDENT 10
PUBLIC SECTOR JOB 8
PVT. SECTOR JOB 9
PROFESSIONAL 7
BUSINESS 12
OTHERS 4
 OCCUPATION
14
12
10
8
6
4
2
OCCUPATION
0

INTERPRETATION :- From the above study it can be seen that out of 50 respondance , 10
respondance are students , 8 respondance have public sector job , 9 respondance have pvt. Sector
job , 7 respondance are professionals , 12 respondance are Businessman ,and 4 are related to the
Other work. It is justify that business people are more interested in equity trading with
SHAREKHAN .

1. ARE YOU AWARE OF ONLINE TRADING ?

YES 47
NO 3
 AWARE
50
40
30
20 AWARE
10
0
YES NO

INTERPRETATION :- It can see that out of 50 respondance , 47 respondance

are aware and only 3 respondance are not aware about the online trading.
from the above mention graph it can clearly identify that most of the people are
aware about the online trading.

2. WHAT IS YOUR OPINION ABOUT SHARES ?

It offers an investment facility 14

It make earn quick profit / gain 12
It is a part of an investment 10
It offers easy liquidity 14
 OPINION
16
14
12
10
8
6
OPINION
4
2
0
OFFERS AN EARN QUICK PART OF AN OFFER EASY
INVESTMENT PROFIT / GAIN INVESTMENT LIQUIDITY
OPP.

INTERPRETATION :- out of 50 respondance , 14 are belives that shares offer

an investment policy , 12 people are believes that shares are earn quick profit /
gain , 10 are believe that it is a part of an investment , 14 people are believes
that shares are useful for easy liquidity.

3. HOW DID YOU COME TO KNOW ABOUT SHAREKHAN ONLINE

TRADING SHARES ?

Share brocker 12
Friends 5
Bankers 24
Online adv. 9
 REFRENCE
30

25

20

15
REFRENCE
10

0
SHARE BROKER BANKERS FRIENDS ONLINE ADV.

INTERPRETATION :- Out of 50 respondance , 12 people got information

about sharekhan from share brockers , 5 people got information about sharekhan
from Bankers ,24 people got information about sharekhan from Friends , 9
people got information about sharekhan from online advertisement . so it can
justify that majority people have got info. From friends and relatives.

4. WHAT IS YOUR OBJECTIVE BEHIND INVESTING IN SHARES ?

Tax saving 10
Earn high dividends 17
Easy liquidity 8
Capital appreciation in the long run 15
 OBJECTIVE
18
16
14
12
10
8
OBJECTIVE
6
4
2
0
TAX SAVING EARN HIGH EASY LIQUIDITY CAPITAL
DIVIDEND APPRECIATION

INTERPRETATION :- Out of 50 respondance , 10 are thinks that investing in

share is Tax Saving , 17 are thinks that investing in share is earn high dividend ,
8 are thinks that investing in share is easy liquidity , 15 are thinks that investing
in share is capital appreciation for long term . Most of the people are investing
only for earn high profit / gain .

5. HOW FREQUENTLY YOU INVEST IN SHARES ?

Monthly 22
Every 3 months 8
Every 6 months 9
Others 11
 FREQUENCY

0
MONTHLY EVERY 3 EVERY 6 OTHERS
MONTH MONTH

INTERPRETATION :- Out of 50 respondance , 22 people are invest in shrares

Monthly, 8 people are invest in shrares Every 3 month , 9 people are invest in
shrares Every 6 month , 11 people are invest in shrares others.

6. HOW MUCH RISK CAN YOU TAKE AT A TIME ?

Whole money 5
Half money 7
Depends on market 11
On particular brand only 10
Can‟t say 17
 RISK TAKING
18
16
14
12
10
8
6
4
2
0 RISK TAKING

INTERPRETATION :- Out of the 50 people , 5 people are take risk on whole

money , 7 people are take risk on Half money , 11 people are take risk on the
depends on market , 10 people are take risk on a particular brand only , 17
people are take risk for them Can‟t say.

7. Have you ever felt dissatisfied with any of the services of our company Sharekhan
?

Slow operation 15
Delayed correspondence 17
Inaccessibility to the service centre 7
Fund transfer facility 11
 DISSATISFACTION

8
6
4
2
0
SLOW DELAYED INACCESSIBLE FUND
OPERATION OPERATION
FACILITY

INTERPRETATION :- out of the 50 respondance 15 people are dissatisfy with

services of sharekhan is Slow operation , 17 people are dissatisfy with services
of sharekhan is Delayed operation , 7 people are dissatisfy with services of
sharekhan is inaccessibility to the service centre, 11 people are dissatisfy with
services of sharekhan is Fund transfer facility .

8. Are you satisfied by the brokerage charges of transactions when compared

to other competitors in the market?

Highly satisfied 7
Satisfied 12
Moderate 9
Dissatisfy 7
Highly dissatisfy 15
 BROCKRAGE
16
14
12
10
8
6
4
2
BROCKRAGE
0

INTERPRETATION :- Out of 50 respondance , 7 are Highly satisfied with

Brockrage of Sharekhan , 12 are satisfied with Brockrage of Sharekhan , 9 are
remain Moderate with Brockrage of Sharekhan , 7 are Dissatisfied with Brockrage
of Sharekhan , 15 are Highly Dissatisfied with Brockrage of Sharekhan .

9. Are you satisfied by the options BTST/DELIVERY (buy today sell

tomorrow) provided by the company ?

Yes 40
No 10
 SATISFACTION

5
0
YES NO

INTERPRETATION :- Out of 50 respondance , 40 people are satisfied by the

options BTST/DELIVERY (buy today sell tomorrow) , 10 Dissatisfied by the
options BTST/DELIVERY (buy today sell tomorrow) .

10. Are you aware of the absence of AMC (Annual maintenance charges)
with reference to Sharekhan ?

Yes 50
No 0

AMC
60
50
40
30
AMC
20
10
0
YES NO
 INTERPRETATION :- Out of 50 respondance all 50 are aware about the AMC
.

11. Are you aware of TRADE TIGER software, which is being used for the online
transactions ?

Yes 47
No 3

TRADE TIGER
50

40

30

20 TRADE TIGER

10

0
YES NO

INTERPRETATION :- From the 50 respondance 47 are aware about the

TRADE TIGER , only 3 are not aware .
12. Are you satisfied by the overall services provided by Sharekhan ?

High satisfied 7
Satisfied 7
Moderate 14
Dissatisfied 13
Highly dissatified 9

SERVICES
16
14
12
10
8
6
4
2 SERVICES
0

INTERPRETATION :- services From the 50 respondance , 7 are Highly

satisfied by the overall services provided by Sharekhan , 7 are Satisfied by the
overall services provided by Sharekhan , 14 are Moderate by the overall services
provided by Sharekhan , 13 are Dissatisfied by the overall provided by Sharekhan
, 9 Highly dissatisfied by the overall services provided by Sharekhan .
FINDINGS

In the prevailing competitive environment existing in the share industry, the market
potential and promotional strategy is changing from time to time. So there is a need to analyze
the market efficiency and promotional strategy prevailing in the market
For the development of SHAREKHAN.

It is found from the study customer awareness toward SHAREKHAN in different aspects are as
follows:

1. AGE wise highest people comes between the age of 40 – 50 i.e. 20 .

Second highest 20 – 30 i.e. 18.

2. As SHAREKHAN deals with online shares, 47 of the customers are aware

of the online shares and 3 of the respondents are not aware of online
shares.

3. out of 50 respondance , 14 are belives that shares offer an investment

policy , 12 people are believes that shares are earn quick profit / gain , 10
are believe that it is a part of an investment , 14 people are believes that
shares are useful for easy liquidity.

4. Maximum no. of customers got knowledge about SHAREKHAN through

Friends that is 24 , next to that they come to know through the Share
Brokers that is 12 and rest of the customers through Online adv. and
bankers.

5. Majority of the customers main objective is to invest in shares is earn high

returns that is 17 , easy liquidity around 8 , 10 of the respondents invest
because of the tax-saving rest to 15 capital appreciation in long run. So
over all result is people invest shares only for earning high dividends and
Capital appreciation for long term .
6. Around 8 of the customers invest shares in the time gap within 3 months.
22 of the customers invest Monthly . it is the major in numbers .

7. When we talk about risk taking , 11 people are take risk on the depends on
market , 10 people are take risk on a particular brand only , 17 people are
take risk for them Can‟t say.

8. 15 of the customers feels slow operations, inaccessibility to the service

centre and fund transfer facility and 7 very few customers are dissatisfied
for their delayed correspondence.

9. The brokerage charges are highly Dissatisfied by 15 of the customers, 7

says dissatisfied, 9 are moderate and 12 are satisfied. Only 7 of the
customers say Highly satisfied so almost 70% of them are Highly
Dissatisfied with the brokerage charge.

10. 40 of the customers are satisfied with the BTST provided by the company;
only few customers that are 10 are not satisfied and said no.

11. AMC‟s absence in the company is aware to all 50 of the customers and
not aware that is 0 .

12. Company‟s TRADE TIGER software used for online transaction is aware
to 47 of the customers and only few, 3 are not aware.
SUGGESTIONS

From the analysis of the survey and personal observation of the customer towards the
awareness of the share and the share company SHAREKHAN . Lots of experience gained from
the survey. This will help the company to survive in the market and also improvise their market
potential in the current competitive environment. With this the company should take immediate
steps to improve the nature of the business.
From the survey:-

1) Try to encourage people wo comes between the age group of 30 – 40. They are very less
in number.

2) Most of the customers got information about the company only through the Friends . The
company should take necessary steps to concentrate on the advertisements. Through they
are advertising online, it is necessary to advertise in TV, radio, presses; only when they
give these kinds of advertisements they can get lots of customers. Also they have to go
for boarding, which can be viewed by everyone passing by

3) It was found that maximum no of customer is investing in shares after a time gap of 3
months. The company should explain the benefits of intraday (buy today and sell today)
operations certain customers invest in shares with a long term on capital apperceptions.
The benefits of short term trading can be explained to the customers so that they may be
persuaded to go in for the same.
4) There is a unfavorable feedback from the customers about brokerage charges as per
transactions. . The company should take necessary steps to concentrate on the Brockrage
charges according to competitors.
5) Many of the customers are not aware of my broker software. This usefulness should be
explained to them.
6) Customers with money to invest may be living in isolated areas with no proper telephone
or computer facility, the company may think of deputing relationship managers to help
the customers through proper guidance and by passing on relevant information.

7) More number of customers are dissatisfied with slow operation and delay operation of
transaction , so it is advisable to take some steps for that .
 CONCLUSION

Share trading as a whole is now considered as a specific sources of investment. With the advent of new
online based trading customers are very much satisfied. Share trading industry has reviewed up its
standards once again investment centers.
It can be explicitly noted from the project that the awareness level are high with the present
youngsters and the middle-aged group which can be observed as a positive sign for the growth of the
industry. The effectiveness of the other supporting instrument like client relationship can be further
improved so that the impact will be high.
It doesn‟t end at just opening the demat account but the actual implementation is considered with the
customer related services. The customer should be updated on recent trends market news and the value of
the investment that increases their satisfaction and awareness and trust on the company.
 BIBILIOGRAPHY


www.sharekhan.com

www.economictimes.com

www.moneycontrol.com

www.bseindia.com

www.nseindia.com

www.sebi.gov.in

www.investors.com

www.investopedia.com

Previous project reports

News Papers
Share khan's brochures
Share khan's value Guide
 QUESTIONNAIRE

Name:
Age: a) 20 – 30 b) 30 – 40 c) 40 – 50 d) above 50

. Sex: a) Male b) Female

Occupation: a) student b) Pubic sector c) Professional

d) pvt. Sector employee e) Investor in stock market

1. Are you aware of online trading?

a) Yes b) No
2. What is your opinion about shares?
a) Shares offer an investment opportunity
b) Shares make earn quick profit/ gain
c) Share is a part of an investment
d) Shares offer easy liquidity

3. How did you come to know about Sharekhan online trading share?
a) Share broker b) Bankers
c) Friends d) Online Advertisement

4. What is your objective behind investing in shares?

a) Tax saving
b) Earn high dividends
c) Easy liquidity
d) Capital appreciation in the long run

5. How frequently you invest in shares?

a) Monthly b) Every 3 months c) Every 6 months d) Others

6. How much risk can you take at a time?

a) your whole money b) Half of money c) Depends on market d) on
particular brand only e) can‟t say

7. Have you ever felt dissatisfied with any of the services of our company Sharekhan ?

a) Slow operation b) Delayed correspondence

c) Inaccessibility to the service centre d) Fund transfer facility

8. Are you satisfied by the brokerage charges of transactions when compared to other
competitors in the market?
a) Highly satisfied b) Satisfied c) Moderate
d) Dissatisfied e) Highly dissatisfied

9. Are you satisfied by the options BTST/DELIVERY (buy today sell tomorrow) provided by the
company?
a) Yes b) No
10. Are you aware of the absence of AMC (Annual maintenance charges) with reference to
Sharekhan?
a) Yes b) No

11. Are you aware of TRADE TIGER software, which is being used for the online transactions?
a) Yes b) No

12. Are you satisfied by the overall services provided by Sharekhan?

a) Highly satisfied b) Satisfied c) Moderate d) Dissatisfied e) Highly
dissatisfied