CHAPTER-IV

INTRODUCTION AND BENEFIT

The main purpose of doing this project was to know about Reliance My Gold Plans gold
retailing and its functioning. This helps to know in details about gold retailing industry right
from its inception stage, growth and future prospects.
It also helps in understanding different schemes of gold retailing and the gold plans of RMGP.
Because project depends upon prominent financial gold product in India and their schemes well
as the returns associated with those schemes.
The project study was done to ensure the awareness of financial gold products, benefits and low
risk associated with the gold products. Ultimately this would help in understanding the benefits
of financial gold plans to investors and also know the preference of the customers, which
company, portfolio, mode of investment, option for getting return and so on they prefer. This
project report may help the company to make further planning and strategy.

OBJECTIVE OF THE STUDY

To know the awareness level of the investors.

To study the customers behavior towards financial gold securities.

To study the reasons for not investing in gold products through Reliance My Gold Plan.

To study where the customers usually make their transactions.

To determine the risk tolerance factor of the investor.

RESEARCH METHODOLOGY

A project has a specified framework by collecting data which is called a PROJECT DESIGN.
Research design is a pattern or an outline of a research projects working. It is the report of only
the essential fundamentals of a study, those that provide the basic strategies for the details of the
project. It comprises sequence of a prior decision that is taken together to provide master plans
for implementing a research project.
A research design serves a link between research objectives and what has to be done in the
conduct of the study to appreciate those objectives.

A PROBLEM STATEMENT
A problem was to study the extent of customers awareness on mutual funds and the schemes
available.

DEVELOPMENT OF A RESEARCH PLAN

Sources of data: Project data collected from both the ways primary collection of data and also
secondary collection of data. Project major importance is on the primary collection of data. But
secondary data has been used to extend further knowledge on the latest updates.

PRIMARY DATA
The primary data is collected by using sampling method and a survey feedback using
questionnaire.

SECONDARY DATA
Secondary data is collected using different materials like the companys brochures and the
articles, factsheets of the company, articles from magazines and newspaper

SAMPLING PLAN
Sample size: the sample used for the project is 40.

Sample extent: Project have collected the data from Kolkata city.
DATA COLLECTION METHOD
Project have used the survey method to collect the data. I have used questionnaire to collect the
data.

QUESTIONNAIRE PLAN
Project have used Structured Questionnaire for the required data through contacting the
respondent personally.

TYPE OF QUESTIONS
The questions are closed-ended and also there is multiple choice kinds of questions are asked in
the questionnaire for the data collection.

DATA ANALYSIS AND INTERPRETATION

Data analysis is based on the data collected by the way of questionnaires. From these data which
is collected data findings are extracted.

LIMITATIONS OF THE STUDY

Study is limited to only the existing clients of Reliance My Gold Plan.
Some clients were unwilling to give their personal information which was required to log on to
feedback page.

ANALYSIS OF DATA
CUSTOMERS DATABASE:
TOTAL NUMBER OF CUSTOMERS ASSIGNED
TOTAL NUMBER OF CUSTOMERS I CONTACTED
TOTAL NUMBER OF CUSTOMERS WHICH WERE
CONTACTABLE
TOTAL NUMBER OF CUSTOMERS WHICH WERE
NOT CONTACTABLE

1000 CUSTOMERS
880 CUSTOMERS
640 CUSTOMERS
240 CUSTOMERS

Total number of clients which were mapped to me was 1000 clients. Out of that people
whom I contacted were 880
People who responded to the calls that I made were 640
People who did not respond to my calls were 240

Call status on the clients who responded

Out of the total calls which I made 640 customers responded, out of them only few could give
me the final appointments. I could meet 6230 clients and show the demonstration and take the
feedback.

Various reasons for the customers who responded and werent interested in
giving appointments

Almost all the customers were working. So it was difficult to schedule their time and give
an appointment. As many had meetings and their own reasons. Nearly 140 customers out
of 640 had this problem
The next reason was that people were not interested in giving appointment as they were
not ready to listen until I completed what I had to tell them. About 120 of them gave this
reason and disconnected the call.
The next reason was that though people were ready to listen to what I conveyed they
asked me to call me back sometime later when I tried calling back on the day they had
asked me to call they wouldnt respond. I faced this problem with nearly 85 clients.
Though people fixed up the appointments they couldnt give me the final appointment
due to various reasons. There were nearly 80 clients who did this.

Few people didnt give me appointments as they told they were not interested in giving
the feedback as they told they were not investing. Nearly 75 customers were not
interested.
There were people who were not available in station and their family and relatives
responded on their behalf. About 84 such clients were not available

Chart Title
demo given; 8%

call disconnected ; 19%

not interested; 12%

out of station; 13%

could'nt fix final appointment; 13%

call back customers did'nt respond; 13%

busy schedule; 22%

call disconnected

out of station

call back customers did'nt respond

busy schedule

could'nt fix final appointment

not interested

demo given

Non contactable customers

There were also numbers which were not contactable from the data clients mapped to me. Few
such reasons are as below.

Most of the numbers belonged to DO NOT CALL list. Nearly 15050 numbers were do
not call list
Few numbers were switched off and it remained off. I overcame 3080 such numbers.

When we try calling people usually they disconnect the calls as the landline number starts
from a tele-marketing numbers. 4030 such people disconnected
There were few numbers which were not reachable and temporarily disconnected. Those
were
nearly
2060
in
number

20%
DO NOT CALL
SWITCHED OFF
7%

50%

CALLS THAT WERE

DISCONNECTED
NOT REACHABLE

13%

WRONG NUMBERS
10%

Q. Have you invested in any of the following in the last 12 months

Equity

F&O

Mutual

Insurance

Fixed

Debenture/Bonds

PPFOthers

others

none

2633

44

Funds
84

103

Deposit
12

40

40

516

30
25
20
15

NO.OF CUSTOMER

10
5
0

INVESTMENT PRODUCTS

35
30
25
20
15
10
5
0

INTERPRETATION
From the above chart we can see that most of the customers are investing in equities. This is
because customers need capital appreciation. They think investing in equities yields more returns

though huge risk is attached to it. Though people are aware of gold securities they invest less in
gold products.

Q. What is your preferred mode of investment

Online
30

Offline
16

Not applicable
6

TOTAL
NONE; 12%

OFFLINE; 31%

ONLINE; 58%

INTERPRETATION
From the above chart we can say that majorly customers are adapting to the trend of online
transactions as it saves time, energy and costs. And the percentage of people doing offline
transactions is elderly people i.e. senior citizens who didnt upgrade themselves with the
computers as they felt doing offline transactions is easier. Not applicable is the percentage that
has not done any transactions in the last one year.

Q. Have you invested in any of the following through Reliance in the last 12 months
Equity

F&O

Mutual
Funds

Insurance

Fixed
Deposit

Debenture/Bonds

PPF

No

10

35
30
25
20
15
10
5
0

TOTAL
INSURANCE; 32%

EQUITY; 45%

MF; 9%
F &O; 14%
EQUITY

F &O

MF

FD

D&B

PPF

INSURANCE

28

INTERPRETATION
People who invest through Reliance are majorly in Equities. That is because people are investing
in equities from very long time. So they feel that equities give better returns. There are people
who havent invested in any through Reliance. The reason behind it is they feel Reliance charge
high brokerage when compared to other companies. Many customers have made huge losses
after investing in Reliance due to misguidance.

Q. Before the demo, were you aware that you can invest in gold securities in RMGP
Yes
No
42
10

60
50
40
30
20
10
0
Yes

No

TOTAL

19%
YES

NO

81%

INTERPRETATION
From the above graph v can say that more than 80% of the customers are aware that they can
invest in gold securities through Reliance. It means that customers are aware of what Reliance
My Gold Plan are and how to use the online portal of Reliance.

Q. what are the reasons for not investing in gold securities through reliance
I need assistance to invest in gold through Reliance
I need more knowledge on gold plans before I invest
I am not interested as I invest through other brokers/distributors and in
other securities
I do not invest in gold securities

4
8
12
24

Total

13%
6%
56%

24%

I need assistance to
invest in gold
securities through
RMGP

I need more
knowledge on gold
plans before I invest

I am not interested as
I invest through other
brokers and in other
security

I do not invest in gold

securities

INTERPRETATION
From the above chart we can see that many customers do not invest in gold securities. As many
customers invest in equities, insurance or debentures directly they dont invest in gold securities
indirect way of investing. Though many customers are aware of mutual funds they are afraid of
losing their investments. So they wanted assistance to invest in gold securities. They want
safeguard to their investments.
Q. How often do you transact online in any of the above mentioned transactions?
Monthly
34

Once in quarter
6

Once in 6months
1

2%7%
14%

77%

Monthly

Once in quarter

Once in 6months

Once in a year

Once in a year
3

INTERPRETATION
Many customers do transactions almost every day or every once in a week. So people do
transactions very often in a month. People doing transactions doing once are a quarter or once in
six months is very less when compared. More than 75% of the people do transactions on a
monthly basis.

Q. Which medium of news information and analysis do you use to

informed on investment products?
I discuss with my I use financial I have financial I read media
family/friends/colleague websites for advisor/broker/m reports
s
comparison
f distributor who
and news
updates me
20
12
2
10

35
30
25
20
15
10
5
0

keep yourself
I prefer to do
my
own
research
8

25
20
NO. OF CUSTOMER

15
10
5
0
I discuss with my family/friends/colleagues
UPDATE INVESTMENT NEWS

INTERPRETATION
Many compare through financial websites, they get updated about the market situations and not
only that they can also know what is happening with different companies prices. So many
customers update themselves by updating themselves with financial websites and news and they
discuss with their friends. They discuss with friends because that they can get a clear idea if the
person has up to date data about the market.
Q. How do you check the performance of all/any of your investments?
I update investment
details on a third
party
portfolio
website and check

I ask my financial My broker or bank Others

advisor/Broker/MF
provides me the
distributor to send information.
me information.

10

15

15

12

I update investment details on a third party portfolio website and check

12; 23%

10; 19%

I ask my financial advisor/Broker/MF distributor to send me information

My broker or bank provides me the information.

15; 29%

15; 29%

Others

INTERPRETATION
Most of the times company updates about the performance of assets to their investors. They
update the customers about which company is performing well and which is underperforming.
So it becomes easier to the customers to decide whether to buy or sell. They also update the
performance by checking on 3rd party portfolio.

Q. Would you consider switching your investment relationship to ICICIdirect.com?

Yes
No
35
17

60
50
40
30
20
10
0
Yes

No

40
35
30
25
NO. OF CUSTOMER

20
15
10
5
0
Yes

No

SWITCHING RELATIONSHIP WITH ICICI.COM

INTERPRETATION
As many are ICICI direct customers and use the benefits given by ICICI. There are customers
who were once upon a time the customers so they like to switch to ICICI and avail the benefits
that is been given by the company.

Q. Which of the following site features did you find useful in the demo?
Capital
Statement

Gains

Portfolio

Ease of purchase

Personalized

Monitoring

or redemption

research

Others

recommendations
against holdings

26

10%
Capital Gains Statement

14%

Portfolio Monitoring
Ease of purchase or redemption
51%

10%

Personalized research
recommendations against
holdings
Others

16%

INTERPRETATION

This is analyzed based on the demonstration video on how to use the online portal of ICICI
direct which is shown to the customers. It tells what the customers have liked from the demo
video which is shown to them.
Q. How would you rate the presentation and demonstration by our representative?
Good
46

Bad
0

neutral
3

Needs improvement
3

70
60
50
40
30
20
10
0
Good

Bad

neutral

Needs improvement

50
45
40
35
30
NO. OF CUSTOMER

25
20
15
10
5
0
Good

Bad

neutral Needs improvement

RATE OF THE PRESENTATION

INTERPRETATION
From this graph I can conclude by saying that the customers whom I have met have liked the
demo video which I have presented them. They have liked my presentation and graded it as
good.