SUMMER TRAINING REPORT ON

Customer Satisfaction & Market

Potential of Demat Account in
Lucknow City
At

SUBMITTED BY
Saud Arquam
08 MBA - 50

UNDER THE GUIDANCE OF

Mr. Punit Goyal
Center Manager- Household Reliance Money Ltd., Lucknow

Submitted in partial fulfillment of the degree of

Master of Business Administration

Department of Business Administration

Faculty of Management Studies and Research
Aligarh Muslim University, Aligarh.(2008-2010)

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 PREFACE
We are feeling immense pleasure and deep satisfaction in presenting this work. This project
forms a compulsory part of our MBA first year curriculum which is completed in the form of
summer training and this opportunity given to us by Reliance Money, Lucknow.

In any company there are many issues and topics which need research or study. Keeping this
thing in mind we have chosen this topic of demat account for study. Through our project reliance
money was benefited because through the report which we provided to the company, they can
guess the market penetration and customer satisfaction of their demat accounts and they can
find out the ways to increase their market share.

This study was conducted through a survey. For this we prepared a questionnaire which contains
questions related to demat account. We were taking the responses of customer of different
broking companies .the companies are as follows:

• Reliance money

• Karvy

• ICICI direct

• Religare

We personally visited different companies to conduct personal interviews. We also took

the content from website of the company annual reports and circulars. The sample size for this
project was 100. Finally after analyzing different responses, we have given some
recommendations to the company. This is our serious attempt to study this topic and presenting it
our level best.

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 ACKNOWLEDGEMENT

Perseverance and motivation have always played a key role in the success of any venture. At this
level of understanding it is often difficult to understand the wide spectrum of knowledge without
proper guidance and advice.

This report has been made possible through direct and indirect support of various persons for
whom I wish to express my gratitude and appreciation.

First of all I would express my thanks to my supervisor Mr. Punit Goyal without whose
guidance and support this project would have been impossible. I am also grateful to the entire
staff of Reliance Money, who directly or indirectly contributed towards the completion of this
project. My special thanks to Mr. Anwar Sheikh and Mr. Upendra & my teachers at Reliance
Money, for their blessings and encouragements.

I feel immense gratitude and indebt to respected Dr. Parvaiz Talib, Summer Training Incharge,
Department of Business Administration, Aligarh Muslim University, Aligarh who made all the
arrangements of our summer training placement.

Saud Arquam
08 MBA- 50

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 TABLE OF CONTENTS

TOPICS

Preface ………………………………………………………………………………...02

Acknowledgement ……………………………………………………………………03

Company Profile ……………………………………………………………………...05

 Anil Dhirubhai Ambani Group

 Reliance Capital Limited

 Reliance Money

Vision and Mission ……………………………………………………………………12

SWOT Analysis ……………………………………………………………………….13

SWOT Analysis of Reliance Money ………………………………………………...14

Introduction to DEMAT Account …………………………………………………….15

Reliance Money DEMAT Account …………………………………………………..20

Objective of the Study ………………………………………………………………..23

Research Methodology ………………………………………………………………24

Data Analysis …………………………………………………………………………25

Conclusion …………………………………………………………………………….40

Recommendations ……………………………………………………………………41

Limitations ……………………………………………………………………………..42

Exhibit ………………………………………………………………………………….43

References ……………………………………………………………………………45

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 COMPANY PROFILE

Reliance Commercial Corporation

In 1962, Dhirubhai Ambani started the Reliance Commercial Corporation with the capital of
Rs 15000.00. The primary business of Reliance Commercial Corporation was to import polyester
yarn and export spices. The business was setup in partnership with Champaklal Damani, his
second cousin. In1965 Champaklal Damani and Dhirubhai ended their partnership and Dhirubhai
started on his own. In1968, he moved to an up market apartment at Alta mount Road in South
Mumbai.Ambani’s net worth was estimated at about Rs. 10 lakh by late 1960s.

Initial Public Offering

Dhirubhai Ambani is credited with starting the equity cult in India. More than 58,000 investors
from various parts of India subscribed to Reliance’s IPO’s in 1977. Reliance Industries holds
distinction that it is the only private sector company whose several annual general meetings
were held in stadiums. In 1986, Dhirubhai managed to convince a large no. of first time retail
investors to participate in the unfolding Reliance story and put their hard earned money in the
Reliance Textile IPO, promising them, in exchange for their trust, substantial returns on their
investments. Ambani’s net worth was estimated at about Rs.1 billion by early 1980’s.

Diversification
Over time Dhirubhai diversified his business with the core specialization being in
petrochemicals and additional interest in telecommunications,information technology,
energy, power, retail, textiles, infrastructure services, capital markets and logistics. The
company as a whole by BBC as “a business empire with an estimated annual turnover of $12
million, and an 85,000 strong workforce”.

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 Reliance Anil Dhirubhai Ambani Group

On 11 March, 2006, Ambani brothers reached a settlement to demerge Reliance Industries and
by the end of 2006, Reliance-Anil Dhirubhai Ambani Group emerged as the third largest empire
in India.

Regarded as one of the foremost leaders of contemporary India Mr. Anil D.Ambani, 50 is the
chairman of all listed companies of the Reliance ADA Group. Till recently, he also holds the
post of Vice Chairman and Managing Director in Reliance Industries (RIL), India’s largest
private sector company.

Anil D Ambani joined Reliance in 1983 as co-chief executive officer, and was centrally involved
in every aspect of the company’s management over the next 22 years. He is credited with having
pioneered a number of path-breaking financial innovations in the Indian capital marke

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Starting in 1991, he directed Reliance Industries in its efforts to raise over US$2 billion. He also
steered the 100-year Yankee bond issue for the company in Jan 1997.

In terms of net worth ,the R-ADAG has emerged bigger than the ICICI Group(Rs 20,700 crore)
and the AV Birla group(Rs 13,500 crore),next only to the Tata group(Rs189,000 crore) and RIL
Group(Rs 1,07,000 crore) .On operating profits, the R-ADAG has overtaken Bharti(Rs 4,244
crore) and Infosys(Rs3,324 crore) and is next only to the RIL(Rs16,475 crore) and the Tata
group(Rs 14,400).

The Reliance Anil Dhirubhai in Ambani Group is among India’s top three private sector business
houses on all financial parameters, with a market capitalization of Rs 100,000 crore(US$22
billion),net assets in excess of Rs 31,500 crore(US$ 7 billion) and net worth to the tune of
Rs27,500 crore(US$ 6 billion).Across different companies, the group has a customer base of
over 50 million, the largest in India and a shareholder base of over 8 million, among the largest
in the world.

The companies under R-ADAG are:

Companies under Reliance ADA Group are:

• Reliance Capital Limited

• Reliance Communications Limited

• Reliance Energy Limited

• Reliance Health

• Reliance Entertainment

• Reliance Power

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 Reliance Capital Limited

Reliance capital is one of the India’s leading and fastest growing private sector financial services
companies, and ranks among the top three private and banking companies in terms of network.
Reliance mutual fund is India’s no 1 mutual fund company. Reliance life insurance is India’s
fastest growing life insurance company and among the top four private sector insurers. Reliance
general insurance is India’s fastest growing general insurance company and is among the top
three private sector insurance. Reliance money is the largest brokerage and distributer of
financial products in India with more than two million customers and the largest distribution
network. Reliance consumer finance has disbursed loans of over rs.7000crores at the end of
March 2008.

Reliance capital has a net worth of rs.6086 crores ($1.5 billion) and total assets of Rs. 16371
crores ($4.1 billion) as of March 31’st 2008 and over 21000 employees.

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 Reliance Money
Reliance Capital has announced its foray into the brokerage business through Reliance Money
promoted by Anil Dhirubhai Ambani Group firm Reliance Capital. Reliance Money will offer a
'fixed' flat fee structure and would offer highly competitive rates based on the flat fee structure
instead of the contemporary system where investors pay brokerage fees (percentage) for each
transaction conducted in the stock markets. Reliance Money would offer the brokerage services
across 700 cities including Delhi and Mumbai through more than 3,000 outlets. Investors would
need to pay brokerage at the rate of Rs 15 per assisted trade (from Reliance's Franchisee or call
center) and can trade free using online trading portal (fixed fee of Rs.500 for delivery trades up
to rs.5 lakh and / and or non delivery trades upto Rs 5 lakh, with validity period of one year) ,
Industry rates vary between 0.4 per cent to 0.85 per cent for delivery trades and between 0.05 per
cent and 0.10 per cent for non-delivery trades .

Reliance's demat offers four options for trading:

1. Online Option: One can trade on his PC on our online portals.

2. Reliance provides three online portals named:

• Fast Trade

• Easy trade

• Instra trade

2. Offline option: one can do assisted trade on reliance’s franchisee office on software named
Fast trade.

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3. On kiosks: one can use reliance’s kiosks for online trading with usage cost of 50p/min.

4. Call center: one can trade on phone by dialing ‘39886000’ followed by local city code.

Reliance money provides investors with the facility of anytime, anywhere online trading in all
major asset classes namely:
• Equity
• IPO’S
• Mutual funds
• Commodity
• Forex

Reliance Money also provides entire commodity related services such as broking, distribution
and warehousing receipt financing. Reliance Money is also in to the distribution of all financial
products

Major competitors:
• ICICI direct
• HSBC securities
• HDFC securities
• Karvy
• Religare
• Share khan

Reliance money is divided in three operational units:

• Reliance securities
• Reliance commodities

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 • Reliance financial services

Features of Reliance Money:

1. Flat fee: Broke up to Rs 1 crore or for two months whichever is earlier by paying a flat fee of
Rs 500.

2. Product range: Equity commodities, offshore, IPO’s mutual funds, insurance all in one
window.

3. Hack proof security: Dynamic password to keep the account extra secure.

4. Flexibility in approach: You can broke as per your convenience.

• Online
• Through your broker/ agent
• Through call& trade
• Through a kiosk

5. Broking kiosk: kiosks set up across all major cities and towns to enable internet access without
the need to own a computer.

6. Other value ads: Values add services for free and in real time through website and call centers
including :
• Stock tips
• Live news from Dow Jones
• Research
• Expert views

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Reliance Money’s Important Projects and Joint Ventures:
• Reliance money sets up joint venture in Saudi Arabia 4 July 2008
• Reliance money goes to china 28 may 2008
• Reliance money ties up with BSE, BBA to launch bullion trading platform -21april 2008
• Reliance money ties up with Swiss company to enter gold retailing 03 may 2007

Vision and Mission

Vision of a company comprises of following characteristics which make Reliance

Money different from other companies. These are given below:

• Entrepreneurial mindset
• Speed & execution
• Respect and dignity
• Pride and passion
• Integrity
• Ownership and commitment
• Vision and mission of reliance money includes two types of goals.

Short term goals

• Attain market leadership in each line of business through rapid expansion.

• Short term vision is business excellence.

Long term goals

• Maximizing productivity and internal efficiencies.

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 • Continuous performance improvement.
• Organization wide culture of quality, customer-orientation data and analysis based
working.

SWOT ANALYSIS

SWOT analysis is a simple framework for generating strategic alternatives from a situation
analysis. SWOT stands for Strengths, Weaknesses, Opportunities and Threats. The SWOT
framework was described in the late 1960’s by Edmund P.Learned, C.Roland Christiansen,
Kenneth Andrews and William D.Guth in Business Policy, Text and Cases (Homewood, IL:
Irwin, 1969).

The following diagram shows how a SWOT analysis fits in to strategic situation analysis.

Situation Analysis

Internal Analysis External Analysis

Strengths Weaknesses Opportunities Threats

Strengths can serve as a foundation for building a competitive advantage and weaknesses may
hinder it. By understanding these four aspects of its situation firm can better leverage its
strengths, correct its weaknesses capitalize on golden opportunities and deter potentially
devastating threats.

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 SWOT Analysis of Reliance Money
Internal Analysis
Strengths
• Strong brand image.
• Online facility of trade which is in line with today’s requirements.
• Low brokerage cost.
• Facility of trading with transaction kiosks which is not available in other companies.
• Its own communication network.

Weakness
• Operating system is new and sometimes it creates problem.
• Ads of reliance money are very less and not very effective.
• Reliance money does not take customers suggestions.
• Lack of customer interaction.

External Analysis
Opportunities
• Some customers demanded loans through demat account. It will be benefited for the
Reliance Money if it will provide loans to its customer.
• As generally people have less knowledge about share market, by increasing
awareness there can be a good opportunity available.

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• Provide discounts to its customers on some occasions
• Cover international market.

Threats
• There is already some established broking companies i.e. ICICI, Religare etc.
• As market is very low now a days, and Reliance Money as a new company
facing problem to establish itself.

INTRODUCTION TO DEMAT ACCOUNT

In India, a demat account, the abbreviation for dematerialised

account, is a type of banking account which dematerializes paper-
based physical stock share .The dematerialised account is used to
avoid holding physical shares: the shares are bought and sold
through a stock broker.

This account is popular in India. The Securities and Exchange Board of India (SEBI) mandates a
demat account for share trading above 500 shares. As of April 2006, it became mandatory that
any person holding a demat account should possess a PAN, and the deadline for submission of
PAN details to the depository lapsed on January 2007.

Demat account is a safe and convenient means of holding securities just like a bank account is
for funds. Today, practically 99.9% settlement (of shares) takes place on demat mode only. Thus,
it is advisable to have a beneficiary owner account to trade at the securities.

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Bank Account Vs Demat Account

S.No. Basis of differentiation Bank account Demat account

1. Form of holdings/deposits Funds Securities
2. Used for Safekeeping of money Safekeeping of shares
3. Facilitates Transfer of money (without Transfer of shares
actually handling money) (without actually
handling shares)
4. Where to open A bank of choice A DP of choice (can be a
bank)
5. Requirement of pan number Not mandatory Mandatory (effective
from April 01, 2006)

6. Interest accrual on holdings Interest income is subject No interest accruals on

to the applicable rate of securities held in demat
interest account

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7. minimum balance Average quarterly balance No such requirement
requirement maintenance is specified
for certain bank account

8. Either or survivor facility Available Not available

Things investors should know about

Depository

Depository is an organization where the securities of a shareholder are held in the electronic
form. This is done at the request of the shareholder through the medium of a Depository
Participant (DP). A depository is similar to a Bank. If an Investor wants to utilize the services
offered by a depository, he/she has to open an account with the depository through depository
participant

Depository participant

A DP is your representative in the depository system and is similar to your bank branch. Your
DP will maintain your securities account balances and intimate to you the status of your holdings
from time to time. According to SEBI guidelines, financial institutions, banks, custodians, stock
brokers etc., can become depository participants .Reliance Money is a depository participant.

Dematerialization

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Dematerialisation is a process by which the physical certificates of an investor are taken back by
the Company/Registrar and actually destroyed and an equivalent number of securities are
credited in the electronic holdings of that investor. This is done at the request of the investor. An
investor will have to first open an demat account with a DP and then request for the
dematerialisation of his certificates through the DP so that the dematerialised holdings can be
credited.

Procedure for opening Demat account

1. Fill demat request form (DRF) (obtained from a depository participant or DP with whom your
depository account is opened).
2. Deface the share certificate(s) you want to dematerialize by writing across Surrendered for

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 3. Submit the DRF & share certificate(s) to DP. DP would forward them to the issuer / their
R&T Agent. The extent of documentation required to open a demat account may vary
according to your relationship with the institution. If you plan to open a demat account with a
bank, a savings, current and, or other account for which the holder have been issued a check
book, such holder has an edge over the non-account holder. In fact, banks usually offer
additional incentives to customers who open a demat account
4. After dematerialisation, your depository account with your DP, would be credited with the
dematerialised securities.

Required Documents

Along with the application form, your photographs (with co-applicants) and proof of
identity/residence/date of birth have to be submitted. The DPs also ask for a DP-client agreement
to be executed on non-judicial stamp paper.

Here is a broad list:

For proof of identification and, or address self-attested facsimile copies of PAN card, Voter’s ID,
Passport, Ration card, Driver’s license, Photo credit card, Employee ID card, Bank attestation,
latest IT returns and, or latest Electricity/Landline phone bill are sufficient. While they only ask
for photocopies of the documents, they will need the originals for verification.

Benefits of Demat Account

• A safe and convenient way to hold securities
• No odd lot problem, even one share can be sold
• Quick transfer of securities
• No stamp duty on transfer of securities
• Elimination of risks associated with physical certificates such as bad delivery, fake
securities, etc
• Reduction in paperwork involved in transfer of securities

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• Reduction in transaction cost
• Nomination facility
• Change in address recorded with DP gets registered electronically with all companies in
which investor holds securities eliminating the need to correspond with each of them separately
• Holding investments in equity, debt instruments and Government securities in a single
account
• Automatic credits into demat account, of shares, arising out of
split/consolidation/merger.

Reliance Money Demat Account

Reliance money offers most dynamic web base trading environment to its customer .The new
trading platform has many new features which basically fill up the gap between old online
trading companies in India and their customer. Stock trading is available in BSE and NSE.
Offline trading is also available through reliance money.

Investment options are available in

1) Equity (stock) trading

2) Derivatives trading
3) Forex trading
4) Commodity trading
5) IPO’S

Reliance money is offering three types of accounts to its customers. Account for middles and for
expert.

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Brokerage Cost

Reliance money offers lowest brokerage rates in today’s online stock trading industry in India.
The brokerages are as low as 0.075% for delivery based trading and 0.02 for now delivery.

Advantages of Reliance Money Demat Account

1. Extra security features with security token’ which is the most secure and tested technology in
computer world.
2. Simple easy and fast online stock trading.
3. Almost all investment option are available under one account including equity trading,
Derivative, forex, commodity funds and insurance.
4. Branches are available in all major clients and the number is growing.

Whether you wish to transact in equity, equity &commodity derivatives, IPOs ,offshore
investment ,or prefer to invest in life &general insurance product or avail money transfer
&money changing services, you can do it all through reliance money.

Benefits of Having Reliance Money Demat Account

1. It is cost effective.

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You pay comparatively lower transaction fees. As an introductory offer, we invite you to pay a
flat fee of just Rs.500/- through Reliance Money. This fee is valid for two months or a specified
transaction value.

Validity (whichever is earlier) Turnover limit

Access fee (Rs.) Time validity Turnover Non delivery Delivery
validity turnover turnover
500 2 month Rs.1 cr Rs. 90 lac Rs. 10 lac
1350 6 month Rs.3 cr Rs.2.7 cr Rs. 30 lac
2500 12 month Rs .6 cr Rs.5.4 cr Rs. 60 lac

2. It offers single –window access

Through reliance money S associates, you can transact in equity &commodity derivatives,
offshore investment funds, IPOS, life insurance, money transfer, money changing and credit
cards, amongst other.

3. Its convenient
You can access Reliance Money services through
• The internet
• Transaction kiosks
• The phone (call&transact) and through
• Our all-India network of associates on an assisted trade (through the call center or our
network of associates 12 per executed trade will be applicable

4. Your account is safely guarded with a unique security number that changes every 32 seconds.
This number works as a dynamic password to keep your account extra safe.

5. You get your own Demat Account with Reliance Capital at an annual fee of just Rs. 50

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6. It provides you a 3...in...l facility: You can access your Banking, Trading and Demat Account
through a single window and transfer funds across accounts seamlessly!

7. It provides you value-added services at –

www.reliancemoney.com
• Reliable research, including views of external experts with an enviable track record.
• Live news updates from Reuters and Dow Jones.
• CEOs/ Expert views on the economy and financial markets.
• Tools that help you plan your investments, tax, retirement, etc, in the Personal Finance
section.
• Risk Analyzer for analysis of your risk profile.
• Asset Allocators to build an appropriate investment portfolio

OBJECTIVES OF THE STUDY

Reliance Money has been started recently and there is not any appropriate research conducted on
customer satisfaction and market penetrations of reliance money demat.

The main objective of this study is to find out customer satisfaction and market share of Reliance
Money’s Demat Account.

This study attempts to achieve following specific objectives given below:

1. To know market share of Reliance Money.

2. To know the areas where reliance money should improve.

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3. Measure the customer’s perception and expectation towards demat accounts of reliance money
Vis a Vis of other competitors.

RESEARCH METHODOLOGY

The objective of the project is to know the satisfaction level of customers towards the Demat
Accounts of Reliance Money.
Thus, Exploratory study is done which is particularly helpful in breaking broad, vague problem
in to smaller, more precise problem statements.

SAMPLING METHOD
Convenience sampling

SAMPLING UNIT
Customers of different broking companies.

SAMPLE SIZE

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100

DATA
Both primary and secondary data were used. Analysis is done on the basis of
responses given by the respondents.

DATA COLLECTION METHOD

Primary data is collected with the help of questionnaire and customer interaction.
Secondary data is collected through company’s website, circulars, and annual
reports.

DATA ANALYSIS
1. Which investment option you prefer?
Market

17% 25%
Bank FD's

Mutual Fund
ULIP's
20% Share

23% Others
15%

• Highest percentage prefers Bank FD’s because of less risk and fixed return.

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 • Second preference is mutual fund because of high return.
• Only 20% prefers share market, who wants to earn quick money but ready to take risks.
• People also think that they require large amount of money for investment in the share
market.

Suggestions
• Company should take the steps to make the customers aware of the less risky options like
intraday in which they can trade with very small amount of money.
• Company should provide update news about share market and proper guidance to the
customers.

2. Do you have a demat account?

45%
Yes
No
55%

• 45% of the respondents have not even heard about demat account.

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Suggestions

• Awareness should be increased through ads, billboards etc.

3. In which company you have Demat account?

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 • 28% respondents have demat account in Reliance Money because of low brokerage cost.
Market share of Reliance Money is not very large because it’s a new company and many
people are not aware of it.
• Though brokerage cost is high in ICICI, Religare etc but respondents are more aware
about them as they are old companies.

Suggestions

• Reliance Money can increase its market share by making people aware of its features like
low brokerage cost, three in one facility etc

4. Are you satisfied with your service provider?

60

50

40 HS
S
30 NSNDS
DS
20 HDS

10

0
Reliance Money Karvy ICICI direct Religare Others

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 • The satisfaction level of Reliance Money &Karvy is equal (50%) which is because of
their services and brokerage charges.
• Only 3% customers of reliance money are highly dissatisfied and 10% are dissatisfied.

Suggestions

Reliance Money should take customers complaint seriously and try to remove it as soon as
possible. So that satisfaction level of reliance money is increased.

5. How did you first come to know about Reliance Money?

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 60

50

40

30
Series1
20

10

0
Through ads Through Through First time to
billboards word of know
mouth

• Most people come to know about Reliance Money through word of mouth.
• Only 10 out of 100 respondents have seen the ads of Reliance Money.

Suggestions

• Exposure should be increased through ads on TV, magazines etc.

6. From how many years you are investing in the share market?

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 20% 17%
<1 year
1-3 years
3-5 years
15% 23% >5 years
never
25%

• Many people have demat account but they are not doing any trading because of lack of
knowledge.

Suggestions

• Proper knowledge and update news should be provided by the company.

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7. How much percentage of your earnings do you invest in the share market?

18% 25%
<5%
5-10%
10-15%
>15%
30%
27%

• 25% of respondents invest only 5% of their earnings in the share market, the reason is
high risk factor.

Suggestions

• Reliance money should provide some tips to its customers related to favorable period of
share market so that they can earn high return and minimize their risk.

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8. Average earnings from share market in a year?

18% 27%
<Rs.5000
Rs.5000-10,000
Rs.10,000-50,000
30% >Rs.50,000
25%

• Only 18% customers earn more than Rs.50000 because only small percent people are
heavy investors.
• Among this 18%, most of them earn during boom period.

Suggestions

• Company should encourage to the customers to invest high percent of their income
during favorable period ( i.e. boom increasing return)

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9. What kind of trade do you opt for in a non-volatile market?

15%
30%
Intra day
Short term
Long term
23%
all

32%

• Intraday and short terms are preferred in a non-volatile market.

• All types of trading is good in a non-volatile market, as there is less risk in it and it gives
constant return.

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10. Preferred ways of trading in a volatile market?

13%

39% Intra day

holding
selling
No trading
43%
5%

• Highest percentage prefers holding, second preference is no trading, as investors are

afraid of loss.

Suggestions

• Customers should be very careful while they invest in a volatile market,as there is high
risk and high return in it.

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11.What is the best time to invest in the share market?

47% of respondents prefer rising returns is the best time to invest.

Suggestions
• Depression is the best time to invest.

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12. Factors responsible for the volatility in the share market?

20% 20%
Interst rate
5% FII's
Inflation
Govt.policies
25%
Others
30%

• During the recent downfall of market, Inflation is regarded as the most influent factor by
the respondents.
• Political instability, festive seasons etc.are among the other factors which can influence
market.
• RBI’s policies regarding bank rate, CRR, SLR also influence the market.

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 • Govt.decisions regarding price of several commodities.( petroleum ,agriculture product
etc)

13. What type of brokerage cost you prefer?

42%
Flat
Trading based
58%

• Heavy investors prefer flat fee.

• Investors who invest only occasionally prefer trading based fee.

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14. How you rate each of the following services provided by your service provider?

60

50
Excellent feature of Reliance Money is low brokerage cost.

The service which respondents consider poor is magazine exposure.

Suggestions

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40
 • Reliance Money should increase its magazine exposure.
• Reliance Money should also improve its account opening service.

COMPARATIVE ANALYSIS

Companies Account Annual Brokerage Margin provided Trading

opening charges charges features
charges

Reliance Rs.750 Rs.200 Flat fee of 5 times of balance Both online &
Money Rs.500/year offline

Religare Rs.500 Rs.250 Intra day-.05% 8 times of the Both online &
Delivery-.5% balance offline

Karvy Rs.500 Rs.375 Intra day-.05% 5 times on Intra Both online &
Delivery-.5% day offline

ICICI direct Rs.500 Rs.500 Intra day-.25% 25 times Both online &
Delivery-.75% offline

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 CONCLUSION

1) Bank FD’s and mutual fund are most preferred options for investment.

2) Only 20% respondents prefer share market.

3) Investors try holding their money in fluctuating market.

4) The main reason for the fluctuation in the share market during recent period was inflation.

5) Ads of reliance money are very less and not very effective.

6) Most positive feature of reliance money is its low brokerage cost which attracts the
customers very much.

7) Majority of investors do not have proper knowledge about the intricacies of share market.

8) High volatile market may give high returns.

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 9) . Most of the respondents prefer flat fee for brokerage

RECOMMENDATIONS

1. Company should provide customers proper knowledge about the share market and the time of
investment.

2. Reliance Money should increase its exposure through ads and billboards. It should have well
known brand ambassador.

3. Company should make the customers aware regarding the various uses of Demat account as
general perception of respondents is that it can be used only for the share trading.

4. Company should encourage the customers to invest high percent of their income during
favorable period (i.e. boom, increasing return).

5. Reliance Money should increase its magazine exposure.

6. Reliance Money should also improve its account opening service.

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7. Company should open suggestion box in every branch office so that company can provide
services according to the customer’s demand.

LIMITATIONS

1. As the project involves marketing research using questionnaire, views expressed by

respondents are confined to the elements of questionnaire.

2. The emerged from the study may not be the true picture as study was restricted only to
Lucknow.

3. Biasness may be there in answers as respondents are mostly the customers of Reliance Money.

4. Some respondents were uninterested in the questionnaire so they filled the information with
less interest.

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 EXHIBIT

NAME: - ……………………………………………………………………………
Qualification: -………………………………………………………………
E-mail id: -………………………………………………………………………

1.Which investment option you prefer?

A. Bank FD’s B. Mutual Fund’s C. ULIP’s D. Share market
E. Others
2. Do you have demat account?

A. YES B. NO
3. In which company you have demat account?
A. Reliance Money B. Karvy C. Religare
D. ICICI Direct. E. Others
4. Are you satisfied with your service provider?
A. Highly Satisfied B. Satisfied C. Not Satisfied Not Dissatisfied
D. Dissatisfied E. Highly Dissatisfied
5. How did you first come to know about Reliance Money?
A. Through Ads B. Through Billboards C Through Word of mouth
D. First time to know

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 6. From how many years you are investing in the share market?
A. < 1 Year B. 1-3 Years C. 3-5 Years D. > 5 Years
E. Never
7. How much percentage of your earnings do you invest in the share market?
A. < 5% B. 5-10% C. 10-15% D. >25%

8. Average earnings from share market in a year?

A. < 5000 B. 5000-10000 C. 10000-50000 D. >50000

9. What kind of trade do you opt for in a non-volatile market?

A. Intra Day B. Short Term C. Long Term D. All
10. Preferred ways of trading in a volatile market?
A. Intra Day B. Holding C. Selling D. No Trading
11. What is the best time to invest in the share market?
A. Boom B Depression C. Raising Return D. Constant
12. Factors responsible for the volatility in the share market?
A. Interest Rate B. FIIs C. Inflation D. GovT. Policies
E. Others
13. What type of brokerage cost you prefer?
A. Flat B. Trading Base
14. How you rate each of the following services provided by your service provider?
I. BROKERAGE
a. Excellent b. Good c. Fare d. Poor
II. GUIDANCE
a. Excellent b. Good c. Fare d. Poor
III. RESEARCH REPORT
a. Excellent b. Good c. Fare d. Poor
IV. DIAL ILTYUP TRADE FACILITY
a. Excellent b. Good c. Fare d. Poor
V. MAGAZINE EXPOSURE

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 a. Excellent b. Good c. Fare d. Poor

VI. A/C OPENING CONVENIENCE

a. Excellent b. Good c. Fare d. Poor

REFERENCES

1. Secondary data available in the organization in the form of office records, brouchers, and
facts files etc.

2. Websites visited:

www.reliance.com
www.reliancemoney.com
www.google.com
www.yahoo.com

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