A REPORT

ON
CUSTOMERS SATISFACTION TOWARDS
SHAREKHAN LIMITED

BY
VINOD KUMAR GOPAL
09BSHYD1095
SHAREKHAN LIMITED
A REPORT
ON
CUSTOMER SATISFACTION TOWARDS SHAREKHAN LIMITED
By
VINOD KUMAR GOPAL
09BSHYD1095
A report submitted in partial fulfillment
Of
The requirements of
MBA Program of
IBS Hyderabad
Distribution List:
1) Mr.Vivek, HR (Company guide, Sharekhan)
2) Mrs.Malathi Srinivasan (Faculty guide, IBS Chennai)
Date of submission: 14/05/2010
ABSTRACT
The primary motive of the project is to study the satisfaction of customers towa
rds
share khan in terms of opening a d-mat account, customer services provided to th
em,
online trading, brokerage commission and others.
The study has helped to determine the overall satisfaction level of customers to
wards
share khan and also in identifying areas to improve upon in customer satisfactio
n.
The second part of the study was to find the perception and attitude of customer
s
towards share khan where it is compared with other organization.
To determine the efficiency level of services provided by share khan.
The project also includes suggestions and recommendations to share khan accordin
g to
the observations which will help in achieving better results for the company in
the
future.
METHODOLOGY
In this research study, non-probability sampling will be used
The data would be collected by way of questionnaire.
A total number of 300 respondents would be approached for the study.
Faculty Guide: Mrs. Malathi Srinivasan Company Guide: Mr. Vivek
ACKNOWLEGDMENT
I express my sincere gratitude to my faculty guide Mrs.Malathi Srinivasan, IBS C
hennai
and my company guide Mr.Vivek, Sharekhan , Chennai for supporting me throughout
the
project
Sharekhan has given me lot of scope for learning, during my course of work I was
able to
understand the nuances of Sales and Marketing and a better understanding of the
need of
a Customer, the art of keeping a Customer Satisfied.
I would like to thank Mr.Bharathi, Assistant Manager,Sharekhan and Mr.Thulasiram
an,
City Sales Manager,Sharekhan for always encouraging me to take valuable initiati
ves
during my project and helping in understanding as to what goes on in selling a p
roduct
and finer points of the Share market.
I thank all the employees of Sharekhan Limited, Chennai for their continuing sup
port and
for providing me information whenever needed during the course of the project
VINOD KUMAR GOPAL
TABLE OF CONTENTS
CHAPTER PARTICULARS PAGE
LIST OF TABLES
LIST OF CHARTS
1
2
1 INTRODUCTION
1.1. INDUSTRY PROFILE
1.2. COMPANY PROFILE
4
9
2. OBJECTIVES 17
3. RESEARCH METHODOLOGY
3.1. RESEARCH DESIGN
3.2. SAMPLING DESIGN
3.3. STATISTICAL TOOLS USED
19
4. NEED FOR STUDY 23
5 SCOPE OF STUDY 25
6 LIMITATIONS 27
7 ANALYSIS & INTERPRETATION 29
8 FINDINGS 62
9 SUGGESTIONS 64
10 MY EXPERIENCES 66
11 CONCLUSION 73
12 BIBLIOGRAPHY 75
13 ANNEXURE 77
LIST OF TABLES
TABLE
NO TITLE PAGE
NO
1 AGE LIMIT OF RESPONDENTS 30
2 GENDER 32
3 OCCUPATION OF THE RESPONDENTS 34
4 ANNUAL INCOME LEVEL OF RESPONDENTS 36
5
USAGE OF SHAREKHAN
38
6
SOURCE OF INFLUENCE
40
7
AWARENESS OF THE PRODUCTS
42
8
MARKET OPPORTUNITIES FOR SHAREKHAN IN
FUTURE 44
9
FEATURES OF SAHAREKHAN
46
10
BASIS OF TRADING
48
11
COMFORTABLE WITH NEWLY OPENED
BRANCHES 50
12
NO.OF COMFORTABLE RESPONDENTS
52
13
SATISFICATION LEVEL OF SHAREKHAN
54
14
BROKERAGE RATE OF THE CHARGES.
56
15
MAXIMUM RISK READY TO TAKE
58
1 | Page
LIST OF CHARTS
CHART
NO TITLE PAGE
NO
1 AGE LIMIT OF RESPONDENTS 31
2 GENDER 33
3 OCCUPATION OF THE RESPONDENTS 35
4 ANNUAL INCOME LEVEL OF RESPONDENTS 37
5
USAGE OF SHAREKHAN
39
6
SOURCE OF INFLUENCE
41
7
AWARENESS OF THE PRODUCTS
43
8
MARKET OPPORTUNITIES FOR SHAREKHAN IN
FUTURE 45
9
FEATURES OF SAHAREKHAN
47
10
BASIS OF TRADING
49
11
COMFORTABLE WITH NEWLY OPENED
BRANCHES 51
12
NO.OF COMFORTABLE RESPONDENTS
53
13
SATISFICATION LEVEL OF SHAREKHAN
55
14
BROKERAGE RATE OF THE CHARGES.
57
15
MAXIMUM RISK READY TO TAKE
59
2 | Page
CHAPTER 1
INTRODUCTION
3 | Page
INDUSTRY PROFILE
4 | Page
1.1 INDUSTRY PROFILE
Origin of stock broking in India
The origin of stock broking in India goes back to a time, when shares, debenture
s and
bonds representing title to property were first issued on the condition of trans
fer from one
person to another. The earliest record of dealings in securities in India is the
East India
Companys loan securities.
The advent of the companies Act 1850 and subsequent introduction of the principl
e of
limited liability, made investments in stocks and shares popular.
Though stock broking was practiced in Calcutta as early as 1836, the members of
the
broking profession had neither any code of conduct for their guidance, nor any p
ermanent
place for congregation.
The stock brokers obviously, significant role in the stock market. Stock broker
means a
member of a recognized stock exchange who deals in securities. Until 1988, stock

exchanges were more or less self-regulatory organizations. Their regulations cov
ered the
entire gamut of operations of stockbrokers. However, they had not been dischargi
ng their
self-regulatory role well, resulting into malpractices in trading, settlement an
d transfer of
securities. Ever since the Securities and Exchange Board of India (SEBI) assumed
the
monitoring function of brokers, stock broking is emerging as a professional serv
ice in
tune with the requirements of mature and sophisticated stock exchanges in the co
untry,
replacing its traditional closed character as inherited family business.
To act as a broker, certificate of registration from the SEBI is mandatory. It i
s
empowered to impose conditions while granting the certificate that as a member o
f a
stock exchange he has to abide its rules, regulations and bye-laws, pay the pres
cribed fee
and take adequate steps for the redressal of investors grievances within one mont
h of the
receipt of the complaint and keep the SEBI informed about the number, nature and
other
particular of such complaints.
5 | Page
DEPOSITORY PARTICIPANT
A Depository Participant (DP) is described as an agent of the depository. They a
re
the intermediaries between the depository and the investors. The relationship be
tween the
DPs and the depository is governed by an agreement made between the two under th
e
Depositories Act. In a strictly legal sense, a DP is an entity who is registered
as such with
SEBI under the provisions of the SEBI Act. As per the provisions of this Act, a
DP can
offer depository-related services only after obtaining a certificate of registra
tion from
SEBI.
SEBI (D&P) Regulations, 1996 prescribe a minimum net worth of Rs. 50 lakh for
stockbrokers, R&T agents and non-banking finance companies (NBFC), for granting
them a certificate of registration to act as DPs. If a stockbroker seeks to act
as a DP in
more than one depository, he should comply with the specified net worth criterio
n
separately for each such depository. No minimum net worth criterion has been pre
scribed
for other categories of DPs. However, depositories can fix a higher net worth cr
iterion for
their DPs. NSDL requires a minimum net worth of Rs. 100 lakh to be eligible to b
ecome
a DP as against Rs. 50 lakh prescribed by SEBI (D&P) Regulations.
ACTING AS A PRINCIPAL
Stockbrokers also sometimes or exclusively trade on their own behalf, as a princ
ipal,
speculating that a share or other financial instrument will increase or decline
in price. In
such cases the term broker makes little sense and the individuals or firms tradi
ng in
principal capacity sometimes call themselves dealers, stock traders or simply tr
aders. [A
stock broker is just the main part of being a City Trader. Other types of City T
rading
include working in the Foreign Exchange.
6 | Page
STOCK BROKER
`Investor requires a Stock Broker to buy and sell shares in stock exchanges (BSE
,
NSE etc.). Stock Broker is registered member of stock exchange. A stock broker c
an
register to one or more stock exchanges.
Only stock brokers can directly buy and sell shares in Stock Market. An investor
must
contact a stock broker to trade stocks. Broker charge commissions (brokerages) f
or their
service. Brokerage is usually a percent of total amount of trade and varies from
broker to
broker.
A stock broker is a person or a firm that trades on its clients behalf, the custo
mer tell
the broker what they want to invest in and they will issue the buy or sell order
. Some
stock brokers also give out financial advice.
It wasnt too long ago and investing was very expensive because the customer had t
o go
through a full service broker which would give them advice on what to do and wou
ld
charge them a hefty fee for it. Now there are a plethora of discount stock broke
rs.
STOCK BROKING SERVICES
A transaction on a stock exchange must be made between two members of the exchan
ge
an ordinary person may not walk into the Bombay Stock Exchange (for example), an
d
ask to trade stock. Such an exchange must be done through a broker.
There are three types of stock broking service.

Execution-only, which means that the broker will only carry out the client's
instructions to buy or sell.

Advisory dealing, where the broker advises the client on which shares to buy and

sell, but leaves the final decision to the investor.

Discretionary dealing, where the stockbroker ascertains the client's investment
objectives and then makes all dealing decisions on the client's behalf.
In addition to actually trading stocks for their clients, stock brokers may also
offer advice
to their clients on which stocks, mutual funds, etc. to buy.
7 | Page
VARIOUS STOCK BROKING COMPANIES IN INDIA
ICICIDirect
ShareKhan
Indiabulls
5Paisa
Motilal Oswal Securities
HDFC Securities
Reliance Money
IDBIPaisaBuilder
Religare
Geojit
8 | Page
COMPANY PROFILE
9 | Page
1.2 COMPANY PROFILE
SHAREKHAN LTD
Sharekhan is leading India-based financial services group, part of Citi Financia
l Ltd that
offers Institutional Equities and Investment Banking services. Sharekhan deals o
nline
trading with products like equities, derivatives, mutual funds and portfolio man
agement.
Sharekhans online trading and investment site www.sharekhan.com was launched in
2000. Sharekhans ground network includes over Sharekhan has over 679 branches in
234 cities and about six lakh trading members. Sharekhan has won the prestigious

Consumer Vote Awards 2005 for the Most Preferred Stock Broking Brand in India, i
n the
Investment Advisors category.
Name of the company was changed from SSKI Investor Services Private Limited to
Sharekhan Private Limited on 4th October 2005.
Sharekhan has won the prestigious Awaaz Consumer Vote Awards 2005 for the Most
Preferred Stock Broking Brand in India, in the Investment Advisors category.
Sharekhan Limited was promoted by Mr. Shripal S Morakhia and Mr. Shreyas S
Morakhia. It was established in 1999-2000. It is currently amongst India's large
st broking
house. It is a member of the Stock Exchange, Mumbai. It is a depository particip
ant of
the National Securities Depository Limited and Central Depository Services (Indi
a)
Limited. Its business includes stock broking, depository services, portfolio man
agement
and derivatives.
The Company's core specialty lies in its retail distribution with a large networ
k of
branches and sub-brokers/ authorized persons. Its strength lies in its investmen
t research
capabilities. Its research division has several analysts continuously monitoring
global,
national and regional political, economic and social situations so as to assess
their impact
on the economy in general, the sectors and companies they research which helps t
hem in
offering quality research and advice to clients.
Presently Citigroup is holding 75% and IDFC 12% of the paid up equity capital of
the
Company and the Employees own the rest i.e. 13%.
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FEATURES OF SHAREKHAN LTD:
Multiple exchanges on a single screen
Intra-day calls and flash news
Historical charts with technical tools
Streaming quotes
24x7 web enabled back office
Auto pay-in of shares
Online transfer of funds
E-broking facility is one such effort, which gives you access to state-of-the-ar
t trading
platform with multiple exchanges, order and trade confirmations, research report
s, e-
contracts and a 24x7 on-line web enabled centralized back-office system at the c
lick of a
button.
Portfolio Management Services:
Sharekhan offers discretionary PMS to investors in order to assist them in manag
ing their
funds amidst continuous changing market dynamics and increase complexities of
investing. Investing in equity, markets require in-depth knowledge and thorough
analysis
coupled with clear understanding of domestic and international economies. Invest
ors
need the services of an expert to manage their funds and deliver good returns in
diverse
market conditions. Continuous wealth creation with an emphasis on capital preser
vation
in todays complex markets. In order to systematically diversify the holdings of c
lients
across varied sectors and with an intention to give them handsome returns.
11 | P a g e
Mutual Fund Distribution & Advisory:
To enable clients to diversify their investments in their direction, Sharekhan L
td has
added another product in its range with mutual funds:
.
Customized investments solutions based individual financial goals aligned with
your risk appetite
.
Access to in-depth research & proper selection from diversified funds based on
your preferred criteria
.
Customized reports at desired frequency
.
Ratings and rankings of all MF from our in-house expert analysts
.
Current and historical performance of different funds enabling comparisons
.
News and alerts for concern Portfolio and performance tracking with watch lists
.
Online MF applications/ online order status tracking/ online updating of unit
holdings at latest NAV/ online dividend payout & reinvestment facility.
Brokerage:
Some stock trading companies charge direct percentage while others charge a fixe
d
amount per Rs100. Sharekhan charges 0.5% for delivery trading and 0.1% for intra
day
or one could say Sharekhan charges 50 paisa per Rs 100.
To sum up, Sharekhan brings to the customer, a user-friendly online trading faci
lity,
coupled with a wealth of content that will help them stalk the right shares.
Sharekhan's equity related services include trade execution on BSE, NSE, Derivat
ives,
commodities, depository services, online trading and investment advice. Trading
is
available in BSE and NSE. Along with Sharekhan.com website, ShareKhan has around

679 offices (share shops) in 234 cities around the country.
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SERVICES OF SHAREKHAN:
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PRODUCTS OF SHAREKHAN
ShareKhan Classic account
Allow investor to buy and sell stocks online along with the following features l
ike
multiple watch lists, Integrated Banking, demat and digital contracts, Real-time

portfolio tracking with price alerts and Instant credit & transfer.
a. Online trading account for investing in Equities and Derivatives
b. Free trading through Phone (Dial-n-Trade)
Two dedicated numbers for placing your orders with your cell phone
or landline.
Automatic funds transfer with phone banking (for Citibank and
HDFC bank customers)
Simple and Secure Interactive Voice Response based system for
authentication
get the trusted, professional advice of our telebrokers
After hours order placement facility between 8.00 am and 9.30 am
c. Integration of: Online trading + Bank + Demat account
d. Instant cash transfer facility against purchase & sale of shares
e. IPO investments
f. Instant order and trade confirmations by e-mail
g. Single screen interface for cash and derivatives
2. ShareKhan Speed Trade account
This accounts for active traders who trade frequently during the day's trading
session. Following are few popular features of Speed Trade account.
h. Single screen interface for cash and derivatives
i. Real-time streaming quotes with Instant order Execution & Confirmation
j. Hot keys similar to a traditional broker terminal
k. Alerts and reminders
l. Back-up facility to place trades on Direct Phone lines
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WHY YOU SHOULD CHOOSE SHAREKHAN
Experience: More than Eight decades of trust and credibility in the Indian Stock
Market.
Technology: Buy and sell of shares through Online services.
Accessibility: Ground Network of 234 share shops.
Knowledge: In a business where the right information at the right time can trans
late into
direct profits, you can access to a wide range of information on our content-ric
h portal
www.Sharekhan.Com You will also get a useful set of knowledge based tools that w
ill
empower you to take informed decisions.
Convenience: You can call our Dial-n-trade number to get Investment advice and
execute your transactions (Buy & Sell Orders).We have a dedicated call center to
provide
this service via a to free number from any where in India.
Customer service: Our customer service team will assist you for any help that yo
u need
relating to transactions, billing, De-mat and other queries. Our customer servic
es can be
contacted via a toll-free number, email or live chat on sharekhan.com
Investment Advice: Sharekhan has dedicated research teams for fundamental and
technical research (like Pre-Market report, Post market reports)
Our analyst constantly track the pulse of the market and provide timely investme
nt advice
to you in the form of daily research emails ,online chat, printed reports and SM
S on your
phone.
15 | P a g e
Advantages of Sharekhan:
1.
Online trading is very user friendly and one doesn't need any software to access
.
2.
They provide good quality of services like daily SMS alerts, mail alerts, stock
recommendations etc.
3.
Sharekhan has ability to transfer funds from most banks. Unlike ICICI Direct,
HDFC Sec, etc., so investor not really needs to open an account with a particula
r
bank as it can establish link with most modern banks.
4.
Sharekhan has provided every customer with software called TRADE TIGER,
which enables the user to know various things about the market such as market
depth, the live market screen need not be refreshed, comparative charts are
available for every share etc.
5.
One another feature of the trade tiger is the visibility of the commodity market

along with the share market.
6.
All accounts in share khan will be opened within three working days, once the
customer duly completed the registration procedure.
Disadvantages of Sharekhan:
1.
They charge minimum brokerage of 10 paisa per stock would not let you trade
stocks below Rs.20.
2.
Classic account holders cannot trade commodities.
3.
The number of branches should increase to cast a wider net.
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CHAPTER 2
OBJECTIVES
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OBJECTIVES
PRIMARY OBJECTIVE
.
To study the overall satisfaction level of the customers with particular referen
ce
to Share khan services.
.
To identify various ways to improve the customer satisfaction level at Share kha
n.
SECONDARY OBJECTIVE
.
To identify the customer awareness of products of share khan ltd.
.
To identify the need of the customers.
.
To give suggestion to company in order to improve the satisfaction.
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CHAPTER 3
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
Research methodology is way to systematically solve the research problem. Resear
ch, in
common terms refers to a search for knowledge. Research methodology consists of
different steps that are generally adopted by a researcher to study the research
problem
along with the logic behind them.
3.1 RESEARCH DESIGN:
.
Research design is the plan, structure and strategy of investigation conceived
so as to obtain answers to research question.
.
Descriptive research design was chosen for the present study.
DATA SOURCES:
The study is mainly based on the data collection from primary as well as
secondary sources.
Primary data: Data collected for specific purposes in the form of questionnaire
Secondary data: Data existing in the form of Books, Internet, Catalogues etc.
20 | P a g e
3.2 SAMPLING DESIGN:
Definition of population: All the customers of share khan.
Sampling procedure: A non probability sampling technique is adopted.
Sampling size: A sample of 300 customers was selected from the target population
for
the study.
RESEARCH METHODOLOGY:
Research design : descriptive in nature.
Data source : data collected from primary and secondary sources.
Primary data : primary data is collected from the respondent through
these structured questionnaires.
SAMPLING DESIGN:
Sample size : 300
Sampling procedure : Convenience sampling
Statistical tool : Percentage method, mean, chi-square test.
STATISCAL TOOLS:
For the purpose of analysis, Mean and percentage methods are used for the
calculation and the result was interpreted. This test was used to minimize the e
rror of the
data collected. Graphs were used to represent the data for the better and accura
te
interpretation of the result.
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3.3 STATISTICAL TOOLS USED:
Sample tools are used for analyze purpose, they are follows:
1. Percentage analysis
2. Mean method.
3. Chi-square test.
PERCENTAGE ANALYSIS:
Percentage refers to a special kind of ratio in making comparison between two or

more data and to describe relationships between the data. Percentage can also be
used to
compare the relative terms, the distribution of two or more series of data.
Percentage= no of respondent/ total respondent*100
CHI-SQUARE TEST ANALYSIS:
Chi-square test is used to find whether two or more attributes are associated.
In
order to test the association of the attributes, null hypothesis and the alterna
te hypothesis
are taken.
Null hypothesis (HO) states: the two attributes are independent of each
other.alternete hypothesis (HI) states: the two attributes are dependent on each
other.
PERIOD OF STUDY:
The duration of the study is from February to May.
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CHAPTER 4
NEED FOR STUDY
NEED FOR STUDY
Good customer service is the lifeblood of any business. You can
offer promotions and slash prices to bring in as many new customers as you want,
but
unless you can get some of those customers to come back, your business wont be
profitable for long.
Customer satisfaction is all about bringing customers back. And
about sending them away happy happy enough to pass positive feedback about your
business along to others, who may then try the product or service you offer for
themselves and in their turn become repeat customers.
Customer satisfaction is very important because, the customer is
satisfied when only the product/service meets the customers needs, wants, and
expectations. To further understand customer satisfaction, we must take a deeper
look at
the levels of specific satisfaction. We must also recognize that there are level
s of
customer satisfaction that, in a sense, define the basic ingredients what the cu
stomers
really want.
Every organization needs to improve level of customer
satisfaction and identify customer preference over various products so that they
can
implement measures to enhance customer satisfaction levels and to attract potent
ial
Customers. Hence a study has been undertaken on customer satisfaction.
The project aims at studying the customer satisfaction towards Share
khan in terms of opening a d-mat account, customer services provided to them, on
line
trading, brokerage commission, etc. It would include identifying the various gro
ups of
satisfied and unsatisfied customers and to know the reasons for the same. Furthe
r any
24 | P a g e
suggestive methods that can be adopted to attain or regain customer satisfaction
will be
put forth. Also any further plans that would help share khan in exceeding custom
er
expectations will also be identified. It would help the company to improve its C
RM
practices.
25 | P a g e
CHAPTER 5
SCOPE OF STUDY
SCOPE OF THE STUDY
.
The research study was confined to the geographical limits of Chennai city.
.
The focus of this study was only on the satisfaction level of the customers.
.
This report helps the stock broker to identify the expectations of the customers

and serve better.
.
It will also provide future growth opportunity.
.
It will improve the awareness of various products of sharekhan.
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CHAPTER 6
LIMITATIONS
LIMITATIONS
.
The survey was restricted to Chennai city , hence the findings cannot be
generalized
.
The sample size is only 300 but the customers of sharekhan are much higher. so
the sample size wont represent the whole population.
.
The survey was limited during the short span.
. Biased answers are unavoidable.
.
Respondents are busy.
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CHAPTER 7
ANALYSIS & INTERPRETATION
ANALYSIS & INTERPRETATION
AGE LIMIT OF RESPONDENTS
Table-1
S.No. Particulars No. of Respondents % of Respondents
1 Below 30 79 26.3%
2 30-40 95 31.7%
3 41-50 77 25.7%
4 Above 50 49 16.3%
Total 300 100%
INTERPRETATION:
This table shows that 31.7% of the respondents belongs to
the age of (30-40) followed by 26.3% of the respondents belongs to the age of be
low
20.The least number of respondents 16.3% belongs to the age group above 50.
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AGE LIMIT OF RESPONDENTS
Chart-1
26%
26%
16%
below30
30-40
41-50
above50
32%
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GENDER
Table-2
S.NO Particulars No.of.Respondents % of Respondents
1 Male 212 70.7%
2 Female 88 29.3%
Total 300 100%
INTERPRETATION:
70.7% of the respondents are male and remaining 29.3% are
female.
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GENDER
Chart-2
71%
29%
male
female
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OCCUPATION OF THE RESPONDENTS
Table-3
S.NO Particulars No of the
respondents
% of the respondents
1 Self-employed 75 25%
2 Private employee 164 54.7%
3 Govt.employee 36 12%
4 student 25 8.3%
Total 300 100%
INTERPRETATION:
This table shows that 54.7% of the respondents are private
employee followed by 25% are self-employed and the minimum respondents 8.3% are
students.
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OCCUPATION OF THE RESPONDENTS
Chart-3
25% 12%
8%
self-employed
private employee
govt.employee
student
55%
35 | P a g e
ANNUAL INCOME LEVEL OF RESPONDENTS
Table-4
S.NO Particulars No.of.particulars % of the Respondents
1 Below 5 lakhs 56 18.7%
2 5 lakhs to 10 lakhs 95 31.7%
3 10 lakhs to 15 lakhs 88 29.3%
4 Above 15 lakhs 61 20.3%
Total 300 100%
INTERPRETATION:
This table shows that 31.7% of the respondents comes under the
income level of 5 to 10 lakhs followed by 29.3% comes under the income level of
10 to
15 lakhs and 20.3% of the respondents income are 15 lakhs. The least no of the
respondents 18.7% comes under the income level below 5 lakhs.
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ANNUAL INCOME LEVEL OF RESPONDENTS
Chart-4
100
80
60
40
29.3%
20.3%
18.7%
20
0
Below 5 lakhs 5 -10 lakhs 10-15 lakhs Above 15
lakhs
31.7%
no.of
particulars
% of the
respondents
37 | P a g e
USAGE OF SHARE KHAN
Table-5
S.No Particulars No. Of Respondents % of respondents
1 Below 3 years 124 41.3%
2 3-6 years 92 30.7%
3 More than 6 years 84 28%
Total 300 100%
INTERPRETATION:
From the above table it shows that 41.3% of the respondents
are using sharekhan for 3 years and 30.7% of the respondents are using for 3-6 y
ears.
Remaining 28% of the respondents are using for more than 6 years.
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USAGE OF SHAREKHAN
Chart-5
41%
28%
Below 3 years
3-6 years
more than 6
years
31%
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SOURCE OF INFLUENCE
Table-6
S.NO Particulars No. Of respondents % of respondents
1 Advertisement 64 21.3%
2 Internet 106 35.3%
3 Friends 72 24%
4 Individual preference 58 19.3%
Total 300 100
INTERPRETATION:
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This table shows that 35.3% of the respondents influenced by
internet followed by 24% of the respondents are by friends and 21.3% influenced
by
advertisement.
SOURCE OF INFLUENCE
Chart-6
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120
100
80
60
40
20
0
19.3% 24%
35.3%
21.3%
Advertisement Internet Friends Individual
preference
No.of respondents % of respondents
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AWARENESS OF THE PRODUCTS
Table-7
S.No Particulars No. of Respondents % of Respondents
1 Yes 227 75.7%
2 No 73 24.3%
Total 300 100%
INTERPRETATION:
The above table shows that the 75.7% of the respondents are
aware of the sharekhan products and remaining 24.3% of the respondents not aware
of
some products.
AWARENESS OF THE PRODUCTS
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Chart-7
76%
24%
Yes
No
MARKET OPPORTUNITIES FOR SHAREKHAN IN FUTURE
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Table-8
S.NO Particulars No. Of Respondents
1 Excellent 108
2 Good 93
3 Better 76
4 Worse 23
Total 300
Mean= ((108*4) + (93*3) + (76*2) + (23*1))/300
=886/300
=2.95
INTERPRETATION:
A majority of the respondents (2.95) said that the opportunities
for sharekhan will be good in future.
MARKET OPPORTUNITIES FOR SHAREKHAN IN FUTURE
Chart-8
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23
108
93
FEATURES OF SAHAREKHAN
Table-9
excellent
good
better
worse
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S.NO Particulars No. Of respondents % of respondents
1 Time management 46 15.3%
2 Better service 98 32.7%
3 Easy Accessibilities 74 24.7%
4 Customer satisfaction 62 20.7%
5 All the above 20 6.6%
Total 300 100%
INTERPRETATION:
The above table shows that 32.7% of the respondents felt that
better service is provided, 24.7% of the respondents said that easy accessabilit
y.20.7% of
the respondents said they are fully satisfied and remaining 6.6% of the responde
nts
satisfied with all the above features.
FEATURES OF SAHAREKHAN
Chart-9
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6.6%
20.7% 24.7% 32.7%
15.3%
0
20
40
60
80
100
120
6.6%
20.7% 24.7% 32.7%
15.3%
0
20
40
60
80
100
120
Time Better service Easy Customer All the above
management Accessibilities satisfication
No.of respondents
% of respondents
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BASIS OF TRADING
Table-10
S.NO Particulars No. Of respondents % of respondents
1 Market tips 118 39.3%
2 Newspaper 64 21.4%
3 Technical/fundamental
analysis
79 26.3%
4 Others 39 13%
Total 300 100
INTERPRETATION:
The above table shows that 39.3% of the respondents trade
under market tips, 26.3% of the respondents trade under technical & fundamental
analysis and remaining 13% of the respondents trade under different sources.
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BASIS OF TRADING
Chart-10
13%
26.3% 21.4%
39.3%
0
20
40
60
80
100
120
140
Market tips Newspaper Techinical/Fundamental Others
analysis
% of respondents
COMFORTABLE WITH NEWLY OPENED BRANCHES
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Table-11
S.No Particulars No. of Respondents % of Respondents
1 Yes 207 69%
2 No 93 31%
Total 300 100%
INTERPRETATION:
The table shows that 69% of the respondents comfortable with
newly opened branches and remaining 31% of the respondents are not comfortable w
ith
that.
COMFORTABLE WITH NEWLY OPENED BRANCHES
Chart-11
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69%
31%
69%
31%
Yes
No
NO.OF COMFORTABLE RESPONDENTS
Table-12
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S.NO Particulars No. Of respondents % of respondents
1 Easy accessibility 129 43%
2 Better service 68 22.6%
3 Product range 74 24.7%
4 Others 29 9.7%
Total 300 100%
INTERPRETATION:
The above table shows that 43% of the respondents are
comfortable with easy accessibility.24.7% of the respondents are comfortable wit
h the
product range and remaining 22.6% of the respondents are comfortable with better

services.
NO.OF COMFORTABLE RESPONDENTS
Chart-12
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43%
22.6% 24.7%
9.7%
0
20
40
60
80
100
120
140
43%
22.6% 24.7%
9.7%
0
20
40
60
80
100
120
140
Easy accessibity Better service Product range Others
No.of respondents
% of respondents
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SATISFICATION LEVEL OF SHARE KHAN
Table-13
S.NO Particulars No. Of Respondents
1 Highly satisfied 93
2 Satisfied 144
3 Highly dissatisfied 42
4 Unsatisfied 21
Total 300
Mean = (93*4) + (144*3) + (42*2) + (21*1)/300
=909/300
=3.03
A majority of the respondents (3.03) are satisfied with the services provided by

share khan
SATISFICATION LEVEL OF SHAREKHAN
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Chart-13
Highly Unsatisfied
Highly satisfied dissatisfied
Satisfied
Highly satisfied
Satisfied
Highly dissatisfied
Unsatisfied
BROKERAGE RATE OF THE CHARGES
Table-14
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S.NO Particulars No. Of Respondents
1 Very high 108
2 High 87
3 Moderate 84
4 Low 21
Total 300
Mean = (108*4) + (87*3) + (84*2) + (21*1)/300
=882/300
=2.94
A majority of the respondents (2.94) said that the brokerage rate is moderate.
BROKERAGE RATE OF THE CHARGES
Chart-14
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0
20
40
60
80
100
120
Very high High Moderate Low
No.of respondents
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MAXIMUM RISK READY TO TAKE
Table-15
S.NO Particulars No. Of respondents % of respondents
1 0-10% 119 39.7%
2 10-20% 65 21.7%
3 20-50% 79 26.3%
4 More than 50% 37 12.3%
Total 300 100%
INTERPRETATION:
The table shows that up to 10% of the respondents are ready to
take 39.7% of risk.26.3% of the respondents are ready to take risk up to 50% and

remaining 12.3% of the respondents are ready to take more than 50% of risk.
MAXIMUM RISK READY TO TAKE
Chart-15
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120
100
80
60
40
20
0
39.7%
21.7% 26.3%
12.3%
0-10% 10-20% 20-50% More than 50%
No.of respondents
% of respondents
Ho:-There Is No Relationship between Age and Risk Taking
Risk
Taking/Age 20-30 31-40 41-50 >50 Total
0-10% 31 43 27 18 119
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10-20% 19 15 18 13 65
20-50% 15 24 25 15 79
More than
50% 14 13 10 -37
Total 79 95 80 46 300
E(11)= (119*79)/300=31.3
E(12)=(119*95)/300=37.7
E(13)=(119*80)/300=31.7
E(14)=(119*46)/300=18.3
E(21)=(65*79)/300=17.1
E(22)=(65*95)/300=20.6
E(23)=(65*80)/300=17.3
E(24)=(65*46)/300=9.6
E(31)=(79*79)/300=20.8
E(32)=(79*95)/300=25.0
E(33)=(79*80)/300=21.1
E(34)=(79*46)/300=12.1
E(41)=(37*79)/300=9.7
E(42)=(37*95)/300=11.7
E(43)=(37*80)/300=9.9
OI EI (OI-EI)^2/EI
31 31.3 0.002875399
43 37.7 0.745092838
27 31.7 0.696845426
18 18.3 0.004918033
19 17.1 0.21111111
15 20.6 1.5223301
18 17.3 0.0283237
13 9.6 1.20416667
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15 20.8 1.61730769
24 25 0.04
25 21.1 0.72085308
15 12.1 0.69504132
14 9.7 1.90618557
13 11.7 0.14444444
10 9.9 0.84949495
TOTAL 10.38899
Hence the calculated value of .2 =10.38899
Degrees of freedom = (4-1) (4-1)
=9
The table value of .2 for nine degrees of freedom at 5 percent level of signific
ance
is16.919.
The calculated value of .2 is less than the table value and is considered as ins
ignificant.
The null hypothesis is rejected and the alternate hypothesis is accepted and hen
ce there is
relationship between age and risk taking.
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CHAPTER 8
FINDINGS
FINDINGS:
.
31.7% of the respondents belong to the age of (30-40).
.
70.7% of the respondents are male and remaining 29.3% are female.
.
35.3% of the respondents influenced by internet.
.
75.7% of the respondents are aware of the sharekhan products.
.
39.3% of the respondents trade under market tips.
.
32.7% of the respondents felt that better service is provided
.
A majority of the respondents (2.94) said that the brokerage rate is moderate.
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.
A majority of the respondents (3.03) are satisfied with the services provided by

sharekhan.
.
54.7% of the respondents are private employee.
.
24.3% of the respondents not aware of some products.
.
43% of the respondents are comfortable with easy accessibility.
.
39.7% of the respondents are ready to take risk up to 10%.
.
Dial and trade services are best according to the customers.
.
The trading software is friendly user to the customers.
.
Research reports and script recommendations are being provided.
.
Sharekhan website provides the best outlook to the new investors.
.
The brokerage rate is high as compared to the other broking firms.
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CHAPTER 9
SUGGESTIONS
SUGGESTIONS
.
From the study it was found that the level of awareness is high and to get more
awareness, the company can do more advertisement through internet, brochures
etc
.
The brokerage rate is high. So the company can decrease the charges for
brokerage, along with the other services than before. This will helpful to get m
ore
investors.
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.
The company should more concentrate to the age group of 30-40.so that they will
invest more than before.
.
The company can provide more market tips through SMS.
.
From the study it was found that the market opportunity for sharekhan will be
excellent in future.
.
It was found that the exiting customers were not aware of the new products
launched. So the company should deliver the message about the new products
launched.
.
Increase the level of employees (relationship manager, sales executives) to
achieve more targets.
.
Various sales promotion techniques can be introduced.
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CHAPTER 10
MY EXPERIENCES
Sales and marketing
.
When the internship took off, to understand the different tasks of a marketing
person and that of a group was the crux.
.
The driving force or the soul of any company like share khan is sales along with

the actual processes that come with the marketing mix.
.
The real building blocks of sales are the 3 cs which are Coax, convince and
customer. The customer is the essential ingredient in this mix.
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.
In an era where a large number of companies are trying to outsell each other, th
e
innovation in terms of sales has increased manifold and in order to jet past the
rest
selling has become creative.
Why it is important for a marketing intern to learn the nuances of sales
. The backbone of both the marketing and the internship starts off with sales an
d
thus in terms of growth the marketing team has to exhibit its capabilities in te
rms
of sales.
.
The creativity involved in marketing has to be applied to sales in terms of
achieving numbers along with the other attributes associated with it.
.
Finally, the whole process of convincing a customer, understanding his needs
ends with selling a product.
.
A product cannot be sold without a customer and a customer cannot be found
without a customer database, so the process is initiated by building a customer
database.
Building and Expanding Customer Database:
.
To sell a product one has to build a customer database so as to pursue potential

customer and every customer added to the company is a small victory in itself.
.
There were several ways to expand the customer database. One was to give out
pamphlets which was distributed all across the city either by setting up
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Vantage points or in IPL matches which was an ideal time to connect with
people.
.
The customer database expanded everyday and the next phase was to convince
any of these customers into opening an account.
.
Making calls to all the customers was a responsibility that was taken up everyda
y
regardless of field work.
.
The calls made were an integral part of the project as the ability to convince a

customer was increasing with every call.
.
There were customers who put an end to a call abruptly and there were others
who listened to what was being said but finally did not agree to open an account
.
.
The company had several plans for customers to work with, so the customer had
to be explained about all the intricacies of it and convince him that it in fact
was
the best plan that has ever been offered.
.
As the internship progressed, there were several ideas that started flowing into

selling to expand the companies products.
.
The ideas were more on the lines of building a stronger customer database which
in turn had lead to more customers.
.
One of those ideas was to visit a college and conduct a seminar about the servic
es
offered by share khan. The college visit was an eye opener to know the mood of
a student towards d-mat accounts and online share trading.
New packages newer customers:
.
The internship entered its second month and there was a lot of festivity and to
savor them the company introduced new plans and packages.
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.
The plans were to reduce the brokerage commission for an account in intra day
trading and there were other packages as well but this generated a lot of intere
st.
.
Smart packaging of this product led to increase in sales as this was one of the
lowest commissions offered in the market.
.
New packages meant newer customers, while expanding the customer database
was a pretty useful as it meant more people to be convinced and the conversion
rate was higher than expected during this period.
.
Higher conversion rate is the higher rate of conversion of calls to customers.
.
The idea of putting forward some of these plan to relatives and friends who were

among potential customers worked.
.
The discussions everyday with the city sales manager and the assistant manager
on how to improve the sales were of prime importance as it helped as to how the
pressures of targets should be withstood.
. Experiences: Ground level
.
As each week passed by the experiences of meeting customers at ground level
was refreshing as each person had a thing or two to say.
.
One had to put up with all the positive and negative feedback about the company
and put things into perspective for the customers.
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.
The negative feedback shall be reported back to the company in a step to improve

on specific areas
.
So, sales was not just about selling products or services but also taking respon
ses
from customers.
.
All the endurance test had to be passed at the ground level and it had all the
makings of a grueling period of sales and one that would be put right on track f
or
a hard term of corporate life which is to follow.
.
Parks, stadiums, clubs, and malls everything was to put under the scanner for
clients and to add to the growing list of customers.
.
It was not just people who were working that were the focus but also students,
business people also were potential targets.
.
It was a big learning curve as each customer passed by and all the different way
s
to talking to a customer was learnt.
.
Some experiences that one had to go through was sometimes grueling as some
customers were very hard to convince.
.
As days went by it was a tough task to find new customers and add to the
customer kitty and new targets had to be achieved.
Interactions and improvements
.
All the different promotional activity that will help in sales was discussed wit
h the
city sales manager.
.
The target was kept in mind or was the primary focus of discussion with the
assistant manager.
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.
Also to have an in-depth understanding of the company there was an interaction
session with all the staff of share khan.
.
The interaction had gone long away in improving the convincing abilities of a
beginner in sales.
.
The know-how of product and services of share khan went a long way in
achieving targets.
Process of opening an account
The process of opening of opening a d-mat account:
a) A form has to be filled with all the details about the customer along with hi
s
signature.
b) The customers address proof, photo id proof, pan card is collected.
c)
Three check leafs duly signed by the customer is also needed.
The above three steps are standard procedures that have to be followed while op
ening an
account.
Best Trainee Award
.
Once I got to terms of sales and marketing and in which I learnt a lot about and
it
was all about long term targets now.
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.
The target was to achieve an award for the best trainee the company has ever had
,
it was that motive that kept me going along with the motivation given by the
faculty and company guides as well.
.
I had become well versed with the services and wanted to achieve something and
I had the best trainee award within sight.
.
The magic number to receive the award was 28 but I have gone two steps
further in attaining 30customers and thereby in turn getting the award.
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CHAPTER 11
CONCLUSION
CONCLUSION
Online trading services have cast a spell on the Customers due to better
online services, easy accessibility and time management.
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For the company to sail past the rest it has to build on the already
existing software that is available to the user, which will pave the way for an
illustrious
journey.
Both the company and the customer can benefit from the
advancements in the field of online trade services thus finding avenues to impro
ve upon.
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CHAPTER 11
BIBLIOGRAPHY
BIBLIOGRAPHY
(i) Share Khan Customer database.
(ii) Internet search engine.
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(iii) http://www.sharekhan.com
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CHAPTER 12
ANNEXURE
ANNEXURE
QUESTIONNAIRE
Dear Respondent,
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I am vinod kumar, M.B.A student of IBS, HYDERABAD. I am doing
a project work titled Customer satisifaction towards Share Khan Ltd. I kindly
request you to fill this questionnaire.
1. Name: _______________
2. Age:
(a) 20-30 (b) 31-40 (c) 41-50 (d) 50 and Above
3. Gender:
(a) Male (b) Female
4. Occupation:
(a) Self Employed (b) Private Employee (c) Govt. Employee (d) Student
5. Income per Annum
(a) 1 Lakh to 5 Lakhs (b) 5 Lakhs to 10 Lakhs
(c) 10 Lakhs to 15 Lakhs (d) 15 Lakhs & above
6. How long you been using this Sharekhan?
(a) Below 3 years (b) 3-6 years (c) More than 6 years
7. From where you come to know about share khan?
(a) Ad (b) internet (c) Friends (d) Word of mouth
8. Are you aware of the products offered by Sharekhan?
(a) Yes (b) No
9. What will be the market opportunities for Sharekhan in future?
(a) Excellent (b) Good (c) Better (d) Worse
10. By what feature Sharekhan different from competitor?
(a) Time Management (b) Better Service (c) Easy Accessibility
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(d) Customer Satisfaction (e) All the above
11. On what basis do you trade?
(a) Market tips (b) newspaper (c) technical/fundamental analysis
(d) Others.
12. Are you comfortable with the newly opened Share khan branches at your near
place opened than before?
(a) Yes (b) No
13. If Yes, because of
(a) Easy accessibility (b) Better Service (c) Product Range
(d) Others
14. If No, Why?
15. How do you feel about the services provided by Share khan?
(a) Highly Satisfied (b) Satisfied (c) Highly Dissatisfied
(d) Unsatisfied
16.How do you feel about the brokerage rate charged by Share khan?
(a) Very High (b) High (c) Moderate (d) Low
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17.What is the maximum risk that you are ready to take?
(a) Up to 10% (b) 23% (c) 50% (d) above 50%
18.Suggestions for future development.
THANK YOU.
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