Summer Training Report

on

“A study of online trading and stock broking at sharekhan”

Submitted in requirement of fulfilment of BBA Degree of

GGSIPU, New Delhi
Submitted By

Name: Chhavi Goel

Enrolment No.: 35715601722
Semester: V
Batch: 2022-2025

Dr. Akhilesh Das Gupta Institute of Professional

Studies
(Affiliated to GGSIPU)
FC-26, Shastri Park, New Delhi-110053
 ACKNOWLEDGEMENT

The successful completion of the project would be incomplete without the mention of the people
who made it possible.

I would like to take the opportunity to thank and express my deep sense of gratitude to my
corporate mentor, Mr. Vijay Singh, at Sharekhan, I am greatly indebted to him/her for
providing valuable guidance at all stages of the study, constructive suggestions, positive and
supportive attitude and continuous encouragement without which it would have not been possible
to complete the project.

I would like to take the opportunity to thank and express a deep sense of gratitude to my Project
Guide, Dr. Sachin Jindal (Assistant Professor), BBA Department, Dr. Akhilesh Das Gupta
Institute of Technology & Management, New Delhi who in spite of her/ his busy schedule has
co-operated with me continuously and has provided valuable guidance at all stages of the study,
that has been certainly indispensable for my project work.

I owe my wholehearted thanks and appreciation to Department Incharge, for his continuous
encouragement and cooperation during the course of my study.

I express my sincere thanks to the Course Director, Dr. Akhilesh Das Gupta Institute of
Technology & Management, New Delhi, for being a constant source of knowledge, motivation
and guidance.

I would also like to convey my warm regards to my family members and friends for their kind
support and helping hand.

Student Name: Chhavi Goel

Enrolment No.: 35715601722

BBA Vth Sem. (2022-2025)

CERTIFICATE OF INTERNSHIP
 CERTIFICATE

This is to certify that Ms. Chhavi Goel has completed his internship at “ Sharekhan” and
submitted his Summer Training Project Report in the partial fulfilment of the requirement for the
award of degree of Bachelor of Business Administration at Dr. Akhilesh Das Gupta Institute of
Technology & Management under my guidance and direction.

Ms. Divya Chauhan

Faculty Guide
 TABLE OF CONTENTS

S. No. Content Page No.

1. Introduction 1

2. Objectives 2

3. Company Profile 3-26

5. Research Methodology 27-28

6. Data Analysis and Interpretation 29-42

7. Findings and Conclusion 43-44

8. Bibliography 45

9. Questionnaire 46-49
 INTRODUCTION

The topic is the study of consumer preference towards investment in stock market. DEMAT A/C
is a pool of various scripts and securities, was online trading a/c is a tool of purchasing and selling
of share or scripts online. These scripts are then transferred to depository account after three days.

This topic includes the practical experience of selling company product that is followed by
studying the consumer preference or interest towards the share market. This is a market, which is
uncertain sometime it gives the opportunity of the huge profit and vice versa. It depends up on the
investment customer made. This is better option to have better return on the investment then
investing in banks, mutual funds or bonds etc. but the risk is high in this case.

This product offer the customer tow type of investment option INTRADAY and DELEVERY
both of them has their own benefits and limitation but a better way to have more return on
investment. Intraday means investing in share market for a day i.e. purchasing and selling of the
share in one day. Delivery is purchasing share and selling it next day. The charges that company
charged in terms of Brokerage are different in the both of the cases.

1
 OBJECTIVE OF STUDY

 To get an insight knowledge of the financial product like.

 To know the perception of the consumer about Share Market.

 To know about brand awareness of Sharekhan and customer’s preference

about Sharekhan.

2
 COMPANY PROFILE

About Sharekhan Retail Broking:-

Sharekhan is India’s leading online retail broking house. Launched on February 8, 2000 as an
online trading portal, Sharekhan has today a pan-India presence with over 1,529 outlets serving
1400,000 customers across 450 cities. It also has international presence through its branches in the
UAE and Oman. Sharekhan offers services like portfolio management, trade execution in equities,
futures & options, commodities, and distribution of mutual funds, insurance and structured
products. These services are backed by quality investment advice from an experienced research
team which offers investment and trading ideas based on fundamental and technical research
respectively, market related news, statistical information on equities, commodities, mutual funds,
IPOs and much more. Sharekhan is a member of the Bombay Stock Exchange, the National Stock
Exchange and the country’s two leading commodity exchanges, the NCDEX and MCX. Sharekhan
is also registered as a depository participant with National Securities Depository and Central
Depository Services. Sharekhan has set category leadership through pioneering initiatives like
Trade Tiger, an Internet-based executable application that emulates a broker terminal besides
providing information and tools relevant to day traders. Its second initiative, First Step, is targeted
at empowering the first-time investors. Sharekhan has also set its global footprint through the
“India First” initiative, a series of seminars conducted by Sharekhan to help the non-resident
Indians participate and benefit from the huge investment opportunities in India

Sharekhan is actually a brand name from ‘SSKI Securities’. ‘SSKI Group’ was running
successfully since 1922 in the country. ‘SSKI Group’ has over 88 years experience in stock broking
business. The firm’s online trading and investment site- www.sharekhan.com was

3
Launched on Feb 08, 2000. Sharekhan has more than 14 lacs customers. While online trading
currently account for just over 8% of the daily trading in stocks in India. While online trading
currently account for just over 8% of the daily trading in stocks in India. Sharekhan alone account
for 32% of the volumes traded online. On April 17, 2002 Sharekhan launched Speed Trade a net-
based executable application. On October 01, 2007 Sharekhan again launched his another
integrated software based product Trade Tiger. Sharekhan’s ground network includes over 1005
centers in 450 cities in India. 110 are fully-owned branches. Previously the Morakiya family holed
a majority stake in the company but now CITI VENTURE GROUP has taken a majority stake in
the company.

Management Team:-

Mr. TARUN SHAH

(CEO, Sharekhan)
A Science graduate from St. Xavier’s College, Mumbai, Tarun Shah started his professional life
in sales and marketing in a chemicals company. His hands-on approach and rich experience in
sales led him to higher challenges that the capital markets provided.

In 1987, Mr. Shah joined SSKI, a brokerage firm with over five decades of legendary service to
its credit. The capital market at that time was undergoing a sea change in terms of character and
SSKI under the vision and guidance of Shripal Morakhia and the commitment and hard work of
Mr. Shah was able to change and adopt the new business practices to achieve a significant growth
in a competitive environment. Since then SSKI has achieved growth in each of its businesses:
Institutional broking, retail broking and corporate Finance. Starting with the retail broking business

4
of SSKI in Bombay and developing a sub-broker network across the country, Mr. Shah was also
instrumental in successfully setting up the Institutional Trading Desk of SSKI.

Accepting new challenges is a way of life for Mr. Shah. To ensure that SSKI’s foray into retail
stock broking business through Sharekhan is as successful as every other venture of SSKI, Mr.
Shah moved in to spearhead this new effort as the CEO of Sharekhan, the retail broking arm of
SSKI.

Mr. JAIDEEP ARORA

(Director, Product Development)

Jaideep Arora completed his B.Tech from IIT (Kanpur) and his PGDM from IIM, Kolkata.
He worked with ICICI for 8 years where his work spanned a gamut of functions, which included
project finance, equity sales and brokerage, investments etc. During his tenure there he set up and
headed the Institutional Equity Brokerage Desk at ICICI Securities & Finance Co. Ltd.

Mr. Arora joined Sharekhan in June 2000 as the head of the Product development division. A year
later he took over the reins of the online business of Sharekhan. At present Mr. Arora’s
responsibilities include spearheading Sharekhan’s online foray as well as its overall customer
acquisition effort.

5
Mr. SHANKAR VAILIYA

(Operations, Finance and Legal Functions)

A graduate in Commerce from the University of Mangalore and an Associate of The Member of
the Institute of Chartered Accountants of India, Shankar Vailaya heads the operations, finance and
legal functions of Sharekhan. He is responsible for settlements, depository operations, risk and
compliance, regulatory and other legal commitments, and treasury.

Mr. Vailaya has managed Sharekhan’s broking operations through the most turbulent times in the
aftermath of the securities scam in 1992 and successfully steered the company clear of a flurry of
bad papers that hit the market during 1994-95.

6
 OUR MISSION

..To educate and empower the individual investor to

Make better investment decisions through

QUALITY ADVICE
INNOVATIVE PRODUCTS and
SUPERIOR SERVICE

OUR ORIGINS

Sharekhan traces its lineage to SSKI, an organization with more than eight
decades of trust & credibility in the stock market.

• Sharekhan started off as retail arm of SSKI

• Pioneers of online trading in India- Sharekhan.com was launched in 2000
and is now the second most visited broking site in India
• Has one of the largest network of Share shops in the country
• Has attracted investment from leading Private equity players of the world

7
 SHAREKHAN SERVICES AND FUNCTIONAL AREA

SHAREKHAN SERVICES:-

FIRST FOR THOSE INVESTING FOR THE FIRST TIME IN THE STOCK
STEP MARKET

CLASSIC FOR THOSE FOR WHO TRANSACT OCCASIONALLY

TRADE FOR DAY TRADERS AND FOR THOSE WHO TRADE ACTIVELY IN
TIGER THE MARKET

PLATINUM FOR HNIS LOOKING FOR PERSONALIZED AND EXCLUSIVE

CIRCLE INVESTMENT AND PORTFOLIO MANAGEMENT SERVICES (PMS)

8
FUNCTIONAL AREA:-

1529Share Shops
across450 Cities

Network
1800
1600
1400 1529
1200 1288
1000
800
600 756 Network
400 607
200 410
176 228
0 147
82

9
 Stock exchange Mumbai

 Sharekhan is the retail broking arm of SSKI, an organization with

more than eight decade of trust and credibility in the stock market.
 Amongst pioneers of investment research in the Indian market.
 In 1984 venture into institutional broking and the corporate finance.
 Leading domestic player in the Indian institutional business.
 Over US $ 5 billion of private equity deal.
 SSKI group companies.
 SSKI investor services ltd (Sharekhan).
o S.S. Kantilal Ishvarlal.
o SSKI corporate finance.

SSKI-Corporate Structure
10
 SSKI securities Pvt. ltd.
CITI VENTURE GROUP
has taken a majority stake

SSKI invester Services Pvt. ltd.

Retaile broking arms of the group SSKI corporate Finance Pvt. ltd.
Shareholding partner: investment Banking arms of the
55.5 CITI VENTURE GROUP group
Shareholding partner:
18.5 HSBC Private equity india fund
ltd. 50.5 SSKI securities Pvt. ltd.
18.5 Morakhia family 49.5 CITI VENTURE GROUP
7.5First carlyle ventures

Process of Account Opening

11
 Lead Management System
(LMS)/References

Contact

Telephone and Personal visit

Demonstration

Disagree(Close) Agree

Documantation

Filling the form

Submission the form

Login of the form

Sending the account opening kit to the customer for trading

12
 Charge structure
Structure for prepaid- account individual

Account Opening Advance brokerage for Charges

one year

Free 2000/- Intraday–0.035%*

Delivery–0.50%*

Free 6000/- Intraday –0.025%*

Delivery–0.40%*

Free 18000/- Intraday –0.02%*

Delivery–0.25%*

Free 30000/- Intraday –0.015%*

Delivery–0.15%*

Free 60000/- Intraday –0.010%*

Delivery–0.10%*

* Refundable in case of the brokerage is more than Rs.500

** Condition apply

*** Taxes as per govt.

13
Structure for post paid account individual

Charge Classic account Speed Trade Account

Account opening Rs.750/- with Rs.5000 Rs.375/- with Rs.5000
Margin Money Margin Money
Monthly commitment Nil Rs.500

Brokerage Intraday–0.10%* Intraday–0.10%*

Delivery–0.50%* Delivery–0.50%*

* Refundable in case of the brokerage is more than Rs.500.

** Condition apply

*** Taxes as per govt.

Sharekhan also offer an online trading account along with demat a/c for the benefit to the employee
of your company.

Depository charges:-

Account opening charges Account maintenance charges

Nil Nil for first year, Rs.400/- p.a. from second
calendar year onward

14
 Products of sharekhan

⦿ Classic Account.

⦿ Trade Tiger.

⦿ Dial-n-Trade.

⦿ Portfolio Management Services.

15
 Classic Account:-

This account enables you to buy and sell shares through our website. You get features
like:-

 Streaming quotes (using the applet based system).

 Multiple watch lists.
 Integrated Banking, demat and digital contracts.
 Instant credit and transfer.
 Real-time portfolio tracking with price alerts and, of course, the assurance of secure
transactions.

16
Features of Classic Account:-

That enables you to invest effortlessly

 Online trading account for investing in Equities and Derivatives via sharekhan.com

 Integration of: Online trading + Bank + Demat account

 Instant cash transfer facility against purchase & sale of shares

 Make IPO bookings

 You get Instant order and trade confirmations by e-mail

 Streaming Quotes

 Personalized Market Scan with your own customized stock ticker!

 Single screen interface for cash and derivatives

 Your very own Portfolio Tracker!

17
System Requirements:-

You'll need access to a computer which has at least the following configuration:

 Pentium 3 PC, Minimum 128 MB RAM

 Windows 2000/XP

 Internet Connection

 Internet Explorer 6.0

 Java enabled in IE

18
 Trade Tiger:-

Trade Tiger is an internet-based software application which is the combination of equity

& commodities, that enables you to buy and sell share as well as commodities item instantly. It is
ideal for every client of SHAREKHAN LTD.

Get the Trade Tiger advantage:-

 Live Streaming Quotes.

 Access all Trading Calls.
 Advanced Charting features.
 Create your own technical rules for trading.
 A Single Trading Screen for all segments.

19
 Dial-n-Trade:-

Trade in Equity by using your phone!

Free with your Sharekhan Trading Account, the Dial-n-Trade service enables you to
place orders for buying and selling shares through your telephone.

All you have to do is dial any one of our dedicated numbers (1-800-22-7050 or 1-800-
270-7050 or 30307600), enter your TPIN number (which is provided at the time of opening your
account) and on authentication you'll be directed to a telebrokers who will buy and sell shares
for you.

Features of Dial-n-Trade:-

That enables you to trade effortlessly

 THREE dedicated numbers for placing your orders with your cell phone or landline. Toll
free numbers: 1-800-22-7050 & 1800-270-7050. For people with difficulty in accessing

20
 the toll-free number, we also have a Reliance number (Your Local STD Code) 30307600
which is charged at as local number.

 Simple and Secure Interactive Voice Response based system for authentication

 No waiting time. Enter your TPIN to be transferred to our telebrokers

 You also get the trusted, professional advice of our telebrokers

 After hours order placement facility between 8.30 am and 9.00 am

 Reliable service, wherever you are

21
 Portfolio Management Services:-

There are 2 parts of PMS:-

⦿ PMS ProPrime.

⦿ PMS ProTech.

PMS ProPrime:-

Product Offerings

Ideal for investors looking at steady and superior returns with low to medium risk
appetite. This portfolio consists of a blend of quality blue-chip and growth stocks ensuring a

balanced portfolio with relate very medium risk profile. The portfolio will mostly have large
capitalization stocks based on sectors & themes who have medium to long term growth potential.
22
Product Details

 Minimum Investment: Rs 5 lakes

 Lock in period: 6 Months
 Reporting: Online access to portfolio holdings, quarterly reporting of portfolio
holdings/transactions
 Charges: 2.5% per annum AMC charged every quarter, 0.5% brokerage 20% profit sharing
after 15% hurdle is crossed-chargeable at the end of the fiscal year.
 Profit withdrawal in multiples of 25000 after lock in period.

Product Approach

Investment is based on 3 tenets:

i] Consistent, steady and sustainable returns.

ii] Margin of Safety.

iii] Low Volatility.

Product Characteristics

 Bottom up stock selection

 In-depth, independent fundamental research
 High quality companies with relatively large capitalization.
 Disciplined valuation approach applying multiple valuation measures
 Medium to long term vision, resulting in low portfolio turnover

23
PMS ProTech:-

Product Offerings

ProTech uses the knowledge of technical analysis and the power of derivatives market to identify
trading opportunities in the market. The ProTech line of products are designed around various
risk/reward/volatility profiles for different kinds of investment needs

ProTech is based on:

> Long Short strategies

> Focus on absolute returns

> Timing the market

24
Product Details

 Reporting: Monthly reporting of transactions, brokerage 0.05% for derivatives, and 20%
profit sharing on booked profits on quarterly basis.
 Profit withdrawal in multiples of 25000 after lock in period.
 Minimum Investment: Rs 5 lakes.
 Lock in: 6 months.
 AMC fees: 0%.

Product Approach

 Superior performance can be achieved through sheer market timing, by picking

Stocks/Nifty before the infection points in their trading cycles.
 Linear returns are possible from having sell market positions in downtrends and by using
the options market to change the portfolio beta.
 Money management rules will be in place.

Product Characteristics

 Using swing based index -trading systems, stop and reverse, trend following and
momentum trading techniques.
 Nifty based products for low impact cost and low product volatility.
 Both long and short strategies to earn returns even in falling markets.
 The use of options to enhance the risk reward profile of the product and therefore offers a
higher Beta.

Research methodology

RESEARCH DESIGN

Research design is that activity through which any researcher can choose his structure of research
any he can collect valuable and correct data through the market from various sources of data

25
Types of research design are:-

 NON-PROBABILITY

 EXPLORATORY & DISCRIPTIVE EXPERIMENTAL RESEARCH

The research is primarily both exploratory as well as descriptive in nature. The sources of
information are both primary & secondary.

A well-structured questionnaire was prepared and personal interviews were conducted to collect
the customer’s perception and buying behavior, through this questionnaire.

SAMPLING METHODOLOGY

Sampling Technique:

Initially, a rough draft was prepared keeping in mind the objective of the research. A pilot study
was done in order to know the accuracy of the Questionnaire. The final Questionnaire was arrived
only after certain important changes were done. Thus my sampling came out to be judgmental and
continent

Sampling Unit:-
The respondents who were asked to fill out questionnaires are the sampling units. These comprise
of employees of MNCs, Govt. Employees, and Self Employed etc.

Sample size: -

Thus sample size of 100 respondents is taken. Because the population is too large so it is difficult
to survey.

SOURCES OF DATA

Primary data: -

For the survey a sample of 100 people were considered. All 100 are personally visited.

26
Secondary data: -

Secondary data consist of information that already exists somewhere, having been collected for
another purpose. For this report secondary data is collected from website of different operators,
different magazines, newspapers and libraries.

27
 Data analysis & Interpretation

(A) - ANALYSIS OF QUESTIONNAIRE

Here I have formed a questionnaire to study why people go for Sharekhan. What is people’s major
motive behind investing in share?

What is their perception about Sharekhan Ltd.?

 Questions:-
There are 14 questions in the questionnaire. Out of these 14 questions, 13 questions
are close ended and one question is an open ended one.

 Target Population:-
I had conducted this survey among 100 people, and the target group was a mix of
people from the society. I asked the questions to Doctors, Professionals, Professors,
Advocates, Engineers, and general public.

 Analysis:-
I have used pie charts, bar graphs and some other statistical measures to analyze
the questions.

28
1) In which of these financial instruments do you invest into?

a) Shares
b) Mutual funds
c) Bonds
d) Other

RESPONSES

60

50

40 57

30 Responses

20

17
10 14 12

0
Shares Mutual funds Bonds Other

INTERPRETATION:

As the evident from the graph that out of 100 respondents 57% invest in Share 17%
in mutual funds 14% in bonds and 12% in other financial instruments.

29
2) Which type of trading you prefer?

a) Online
b) Offline

Responses

90
80
70
60
50 90 Responses
40
30
20
10
10
0
Online Offline

INTERPRETATION:

As the evident from the graph that out of 100 respondents 90% prefer online trading
and 10% prefer offline trading.

3) If you prefer online trading then the reasons for it?

30
 a) Privacy
b) User friendly & time saving
c) Convenience
d) All the above

Reason

10 Privacy
40 20
User friendly & time
saving
Convenience
30
All the above

INTERPRETATION:

As the evident from the graph that out of 100 respondents10% Privacy 20% User
friendly & time saving 30% Convenience 40% all the above reasons to choose online
trading.

4) What factors motivates you to invest in securities?

31
 a) New IPO’s
b) Entry of FII’s
c) More returns in less time
d) Others

Motivate Factor

60 53

50

40
30
30
Motivate Factor
20
12

10 5

0
New IPO’s Entry of More Others
FII’s returns in
less time

INTERPRETATION:

As the evident from the graph that out of 100 respondents 53% are motivated by
more returns in less time, 12% by new IPO’s, 5% by Entry of FII’s and 30%
motivated by other factors to invest in securities .

5) Dose online trading system motivates you to deal in securities?

32
 a) Yes
b) No

Responses
87
90

80
70
60
50
40 Responses
30
20
13
10
0

Yes
No

INTERPRETATION:

As the evident from the graph that out of 100 respondent’s online trading system
motivates 87% traders to deal in securities and 13% are not motivated by online
trading system.

6) Have you heard about sharekhan?

33
 a) Yes
b) No

Responses

79
80

70

60

50
Responses
40

30 21

20

10

0
Yes No

INTERPRETATION:

As the evident from the graph that out of 100 respondents 79% peoples has heard
about Sharekhan and 21% not.

7) Which brokerage firm do you prefer for online trading?

34
 a) ICICI Direct
b) Sharekhan
c) India Bulls
d) 5 Paisa
e) Any other

Responses
34
35

30 28

25

20
14 15
15 Responses
9
10

INTERPRETATION:

As the evident from the graph that out of 100 respondents 34% prefer ICICI Direct,
28/% prefer Sharekhan, 15% Paisa, 14% prefer India Bulls, and 9% prefer other
brokerage firm for online trading.

8) What differentiates your share trading company from others?

35
 a) Brokerage
b) Research Report
c) Dial up trade facility
d) Magazine
e) Exposure
f) Account opening charges

Different from others

10
Brokerage
4
5 Research Report

Dial up trade facility

13
Magazine
59

Exposure
8
Account opening charges

INTERPRETATION:

As the evident from the graph that out of 100 respondents 59% says Brokerage, 8%
says Research Report, 13% says Dial up trade facility, 5% says Magazine, 4% says
Exposure, and 10% says Account opening charges differentiates our share trading
company from others.

9) How often do you trade?

36
 a) Daily
b) Weekly
c) Monthly
d) yearly

Responses
40
40
35
30
25 24
20
20
15 16
Responses
10
5
0
Daily
Weekly
Monthly
yearly

INTERPRETATION:

As the evident from the graph that out of 100 respondents 40% trades daily, 24%
trades monthly, 20% trades weekly, 16% trades yearly.

10) In which category does your income fall (Per month in Rs.)?

a) 0-15000
37
 b) 15000-35000
c) 35000-60000
d) Above 60000

Salary

Above 60000 11

35000-60000 20

Salary

15000-35000 44

0-15000 25

0 10 20 30 40 50

INTERPRETATION:

As the evident from the graph that out of 100 respondents 44% earn 15000-35000
monthly, 25% earn 0-15000 monthly, 20% earn 35000-60000 monthly, 11% earn
above 60000 monthly.

11) What percentage of your earning do you invest in share trading?

a) Up to 10%
38
 b) 10% to 25%
c) 25% to 50%
d) Above 50%

% Invest in share Market

60

50
54
40
35
30
11
20 % Invest in share Market

10
0
0
Up to 10%
10% to 25%
25% to 50%
Above 50%

INTERPRETATION:

As the evident from the graph that out of 100 respondents 54% invest 10% to 20%
of their income in share trading 35% invest 25% to 50% of their income 11% invest
up to 10% of their income but no one invest above 50% of their income in share
trading.

12) According to your preference rank the attributes of a share trading

company (1=Most important, 5=Not Most important).

o Customer Service :
39
 o Proper Guidance :
o Regular Updates :
o Trustworthiness :
o Brokerage Charges :

Important Reasion to chose a company

60
50
40
30
51
20 42
10 2 0 5
0 Important Reasion to chose a
company

INTERPRETATION:

As the evident from the graph that out of 100 respondents 51% says customer
service is the most important reason to chose a company 42% says brokerage
charges.

13) Ranke these share trading companies according to the quality of service
they provide (1=Excellent, 5=Very poor).

a) India Bulls

40
 b) ICICI Direct
c) 5 Paisa
d) Sharekhan
e) Others

Ranke
34
35
28
30

25

20
14 15 Ranke
15
9
10

0
India Bulls ICICI Direct 5 Paisa Sharekhan Others

INTERPRETATION:

As the evident from the graph that out of 100 respondents 34% says ICICI Direct is
Excellent trading company, 28% says Sharekhan.

41
FINDING

According to the study of the project report and company experience of two month the
analysis are the following findings.

According to graph 1 ICICI has the maximum market share and Share khan is at position
no.2 share khan has a competitive. Product feature and service that makes it possible to reach at
this position.

According to graph 2 SHAREKHAN has brokerage less then ICICI and HDFC but same as
INDIABULLS as but more than other competitors. Brokerage is the main concern for the customer
thus company provides some negotiation flexibility in brokerage charges in terms of brokerage
Sharekhan is better than the ICICI and HDFC Company for the same purpose and providing better
service.

According to graph 3 which shows the competitors growth in terms of the customer
acquisition from 2005 to 2010 sharekhan has growth rate of 5% and ICICI has a maximum growth
rate of 6%.

According to graph no. 4 which shows the total no. of customer’s sharekhan has the second
largest customer base with 14 lakh among its competitors.

According to the graph 5 which shows total number of customers of sharekhan from 2005 to
2010. In 2005 numbers of customer was but now in 2010 the total number of customer is more
than 14 lakh.

Due to high competition the companies provide some product with different features and services
with this regards sharekhan is at no one for service brokerage and follow up.

42
 Conclusion

After studying the project I would like to conclude that:

 Company should focus on customer satisfaction at every level of account

opening procedure.

 Brokerage can be reduced with the attractive proposals for HNI.

 Relationship manager should be given on the customer demand.

 Company should use the tool of advertising for marketing the brand and the

product.

 Reduction in brokerage would attract the customer of India bulls, 5 paisa and

other competition’s heaving less brokerage then us. It would increase the

market share or client acquisition.

 The account opening time should be reduce to maximum 5 days because

customer losses the opportunity of investment.

 The company shows the positive trend in growth but it can be increased more

if it focuses in building the brand equity.

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 Bibliography

WEB SITES

 www.nseindia.com
 www.bseindia.com
 www.indiabulls.com
 www.sharekhan.com
 www.icicidirect.com
 www.dematacount.com
 www.religaresecurities.com
 www.5paisa.com
 www.indiainfoline.com

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 Questionnaire

Name :
Occupation :
Age :
Contact no’ :

Q1. In which of these financial instruments do you invest into?

(i) Shares (ii) Mutual funds
(iii) Bonds (iv) Other

Q2. Which type of trading you prefer?

(i) Online (ii) Offline

Q3. If you prefer online trading then the reasons for it?
(i) Privacy (ii) User friendly & time saving

(iii) Convenience (iv) All the above

Q4. What factors motivates you to invest in securities?

(i) New IPO’s (ii) Entry of FII’s
(iii) More returns in less time (iv) Others

45
Q5. Dose online trading system motivates you to deal in securities?
(i) Yes (ii) No

Q6. Have you heard about sharekhan?

(i) Yes (ii) No

Q7. Which brokerage firm do you prefer for online trading?

(i) ICICI Direct (ii) Sharekhan (iii) India Bulls

(iv) 5 Paisa (v) Any other

Q8. What differentiates your share trading company from others?

(i) Brokerage (ii) Research Report

(iii) Dial up trade facility (iv) Magazine

(v) Exposure (vi) Account opening charges

Q9. How often do you trade?

(i) Daily (ii) Weekly

(iii) Monthly (iv) yearly

46
Q10. In which category does your income fall (Per month in Rs.)?
(i) 0-15000 (ii) 15000-35000
(iii) 35000-60000 (iv) Above 60000

Q11. What percentage of your earning do you invest in share

trading?
(i) Up to 10% (ii) 10% to 25%
(iii) 25% to 50% (iv) Above 50%

Q12. According to your preference rank the attributes of a share

trading company (1=Most important, 5=Not Most important).
o Customer Service :
o Proper Guidance :
o Regular Updates :
o Trustworthiness :
o Brokerage Charges :

Q13. Ranke these share trading companies according to the quality

of service they provide (1=Excellent, 5=Very poor).
i) India Bulls
ii) ICICI Direct
iii) 5 Paisa
iv) Sharekhan
v) Others

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Q14. What additional features do you wish to have in online share
trading?

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