Summer Internship Project

Mutual Funds Simplified

- An Investor Awareness Initiative

Submitted in partial fulfillment of the requirements for

Master of Management Studies

Academic Year 2017-2018

Submitted By

JAHANGIR SHAIKH

Roll No.66

Semester III Batch: (2016-18)

H K Institute of Management Studies and Research, Jogeshwari,

Mumbai 400102

1
 Students Declaration

I hereby declare that this report submitted in partial fulfillment of the requirement
of the award for the Master of Management Studies to H K Institute of Management
Studies and Research, is my original work and not submitted for award of any
degree or diploma fellowship or for similar titles or prizes.

I further certify that I have no objection and grant the rights to H K Institute of
Management Studies and Research to publish any chapter/ project if they deem fit
in Journals/Magazines and newspapers etc. without my permission.

Place : MUMBAI

Date : JULY, 2017

Name : JAHANGIR SHAIKH

Class : M.M.S.: Semester III

Roll No. : 66

2
 Certificate

This is to certify that the dissertation submitted in partial fulfillment for the award
of Master of Management Studies of H K Institute of Management Studies and
Research is a result of the bonafide research work carried out by Mr. JAHANGIR
SHAIKH under my supervision and guidance, no part of this report has been
submitted for award of any other degree, diploma, fellowship or other similar titles
or prizes. The work has also not been published in any Journals/Magazines.

Date: July 2017

Place: Mumbai

Prof. T.G Roy Project Guide: Prof. Taiseen .

Director Core Faculty

HKIMSR HKIMSR

3
 Acknowledgement

It is difficult to acknowledge precious a debt as that of learning as it is the only debt

as that is difficult to repay except through gratitude. I would like to give our vote
of thanks first and foremost to Prof. T.G ROY, Director HKIMSR, for giving me an
opportunity to work on the project and giving me full support in completing this
project.

I would like to take the opportunity to thank and express my deep sense of
gratitude to my faculty mentor Prof. Taiseen patankar. I am highly indebted to
H.K. institute of management studies and research for their guidance and constant
supervision as well as for providing necessary information regarding the project &
also for their support i completing my project.

No words can adequately express my depth of gratitude to my beloved parents,

and siblings for generating an inspiration in my project.

I also thank all my well-wishers for their encouragement in completing this

summer training.

Above all, I thank god for the innumerable and unaccountable blessings he
has showered upon me the through this endeavor.

JAHANGIR SHAIKH

4
 TABLE OF CONTENT PAGE
NO

CHAPTER 1
1.1 EXECUTIVE SUMMARY 6

1.2 Literature Review 7

CHAPTER 2 INTRODUCTION 8-22

2.1 Introduction to The Subject 8-9

2.2 Introduction to The Industry 10-12

2.3 Introduction to The Company 13-20

2.4 Introduction to The Project

21-22
CHAPTER 3 PROJECT DETAILS 23-25

3.1 Objective of The Project 23

3.2 Study Methodology 24

3.3 Study Limitations 25

CHAPTER 4 ANALYSIS & FINDINGS 26-33

26-33
4.1 Interpretations & Analysis

CHAPTER 5 CONCLUSION & RECOMMENDATIONS 34-35

5.1 Conclusion 34
5.2 Recommendations 35
CHAPTER 6 ANNEXURES 36-38
36-37
Questionnaire
Bibliography 38

5
 CHAPTER-I

1.1: EXECUTIVE SUMMARY

It presents an introduction to these and throws light on the introduction on
mutual fund information and awareness is raising more and more people are
enjoying the benefits of investing in mutual funds. These include the
measurement of the customer awareness. The research work done in the field of
finance with a particular reference to the investment of the mutual fund. Further
an overview of the ICICI SECURITIES and the services of the ICICI SECURITIES.
And also explain the research methodology adopted for carrying out the research
work. The analysis and advice presented in this project report is based on market
research on perception of investors towards investment in mutual funds. . Also all
the constructs are exhibited below with their dimensions and shows the
overview of pattern of analysis which is adopted, data collection method,
sampling details, research instrument, construction of questionnaire etc. This
also summarizes the main finding and conclusion of the study. Moreover, in the
light of these findings, appropriate suggestion has also been worked out.

Mainly project design on the basis of two level of data collection one is primary
data and secondary data. Source of primary data is physical discussion with
customer and getting data from them and secondary data is search from internet
and company profile on search engine on internet. On the basis of that project
report can make a target market for mutual fund product from many customers.
Get to know what type of mutual fund people mostly like. This project makes a clear
image in front of customer as well distributer how and which mutual fund is good
for buying and selling. With the help of discussion which did with customer we can
also know what people think about company. It makes clear what is image of the
company in market. How much people trust on organization and company care for
its customer.

6
1.2: LITERATURE REVIEW
MUTUAL FUNDS IN INDIA
Mutual funds industry is a growing at a very fast rate India. Various studies
and research has been on this industry by experts. Here are the lists of few books
that have been referred to for the purpose of the study.
Mr. M. Jaidev in his book has Investment policy and performance of Mutual
Fund has studied the Indian Public Sector Mutual Funds. In this book he has
covered risk, rate of return. Investment policy and pricing of mutual funds In
this book he has done an empirical study covering all aspects of mutual fund
investment along with the regulatory framework.
Nalini Prava Tripathy in her book Mutual Funds in India Emerging Issues
provides a detailed evaluation of investment management which is not only
helpful for influencing marketing operations but also for securities selection,
investment research and timing and resource allocation.
Dr H. Sadak in his book Mutual Funds in India has highlighted the
importance of financial institutions in India, The basic focus on the growth and
development of mutual funds in India. The entire gamut of the theoretical aspects
of the fund management has been critically examined in the context of the
performance of mutual funds and it provides an insight into fund management
and the areas of weakness.
Study by Laukkanen (2006) explains that varied attributes present in a
product or service facilitate customers achievement of desired end state and the
indicative facts of study show that electronic services create value for customers
in service consumption.
Source: - vsrdjournal.com 20

7
 CHAPTER-II

2.1: INTRODUCTION TO THE SUBJECT

Mutual funds are pools of money that are managed by an investment company.
They offer investors a variety of goals, depending on the fund and its investment
charter. Some funds, for example, seek to generate income on a regular basis.
Others seek to preserve an investor's money. Still others seek to invest in
companies that are growing at a rapid pace. Funds can impose a sales charge, or
load, on investors when they buy or sell shares. Many funds these days are no load
and impose no sales charge. Mutual funds are investment companies regulated by
the Investment Company Act of 1940. Related: open-end fund, closed-end fund.

CONCEPT OF MUTUAL FUNDS

Mutual funds are institutions that collect money from several sources - individuals
or institutions by issuing 'units', invest them on their behalf with predetermined
investment objectives and manage the same all for a fee. They invest the money
across a range of financial instruments falling into two broad categories equity
and debt. Individual people and institutions no doubt, can and do invest in equity
and debt instruments by themselves but this requires time and skill on both of
which there are constraints. Mutual funds emerged as professional financial
intermediaries bridging the time and skill constraint. They have a team of skilled
people who identify the right stocks and debt instruments and construct a portfolio
that promises to deliver the best possible 'constrained' returns at the minimum
possible cost. In effect, it involves outsourcing the management of money. More
explicitly, the benefits of investing in equities and debt instruments are supposedly
much better if done through mutual funds. This is because of the following reasons:
Firstly, fund managers are more skilled. They are trained to identify the best
investment options and to assess the portfolio on a continual basis; secondly, they
are able to invest in a diversified portfolio consisting of 15-20 different stocks or

8
bonds or a combination of them. For an individual such diversification reduces the
risk but can demand a lot of effort and cost. Each purchase or sale invites a cost in
terms of brokerage or transactional charges such as demat account fees in India.
The need to possibly sell 'poor' stocks/bonds and buy 'good' stocks/bonds
demands constant tracking of news and performance of each company they have
invested in. Mutual funds are able to maintain and track a diversified portfolio on
a constant basis with lesser costs. This is because of the pecuniary economies that
they enjoy when it comes to trading and other transaction costs; thirdly, funds also
provide good liquidity. An investor can sell her/his mutual fund investments and
17 receive payment on the same day with minimal transaction costs as compared
to dealing with individual securities, this totals to superior portfolio returns with
minimal cost and better liquidity.

9
2.2 INTRODUCTION TO THE INDUSTRY:

Financial services like banking, merchant banking, factoring, Insurance, Venture

capital, act as vital machinery of an economy. These financial services that facilitate
nancial transactions of individuals and institutional services resulting in their
resources allocation activities through time. The sector that deals with such
financial services is known as financial services sector.

The Three pillars of Financial System are:

Banking
Insurance and Mutual Funds
Online Trading

FINANCIAL INSTITUTION

In financial economics, a financial institution is an institution that provides

financial services for its clients or members. Probably the most important financial
service provided by financial institutions is acting as financial intermediaries. Most
financial institutions are regulated by the government.

Broadly speaking, there are three major types of financial institutions:

Depositary Institutions : Deposit-taking institutions that accept and manage

deposits and make loans, including banks, building societies, credit unions, trust
companies, and mortgage loan companies
Contractual Institutions: Insurance companies and pension funds; and
Investment Institutes: Investment Banks, underwriters, brokerage firms.

10
BROKING FIRM

The stock broking industry is a service-oriented industry where brokers act as

agents for investors when a security is bought or sold and are compensated with a
commission. Investors would not hesitate to switch to alternative brokerage
houses if they do not obtain satisfaction. Providing quality service and hence
customer satisfaction should thus be recognized as a key strategy and a crucial
element of long-run success and profitability for stock broking businesses.

The Securities Brokerage Industry is cyclical and comprised of two distinct types
of businesses. Brokerages, also known as financial services companies, strive to
meet the investing needs of their clients, and exchanges facilitate securities
trading.

Net profits correlate to the performance of the broader equity market. In this
market with less differentiated products and many players, there exists an
oligopoly, characterized by tough competition, entry and exit barriers and many
more.

TYPES OF BROKERAGE FIRMS

As an investor, you should shop for a brokerage firm just as you would for any
other professional service. Brokerage firms come in all sizes, from "one-man"
firms to international corporations. Similarly, the services offered by each firm
and the commissions they charge vary significantly.
Brokerage firms may be classified into three basic types: full-service, discount
and limited products.
1). FULL-SERVICE BROKERAGE FIRM:
A full service brokerage firm can provide you with a complete package of
investment services, including recommending securities, researching a particular
issue, or providing individualized service through a salesperson. The firm
receives its payment in the form of a commission that is calculated according to
the type of security and the amount you are investing. A full-service firm is

11
generally best for those who are new to the market or who do not have the time
or the desire to do their own investment research.

2).DISCOUNT BROKERAGE FIRM:

It is a business that charges clients significantly lower fees than a traditional

brokerage firm but without providing financial advice. Discount brokers typically
allow investors as well as consumers of financial services to buy and sell on-line
while offering comparatively fewer services and/or support.While a discount
brokerage also can provide you with a wide range of services, its salespersons are
not allowed to give investment advice, to make recommendations or to provide
research materials. For these reasons, a discount firm can offer substantially lower
commissions than full-service brokers. Experienced investors capable of doing
their own investment research typically use a discount firm.

3).LIMITED PRODUCTS FIRM:

These brokerage firms specialize in a limited number of securities products, such

as mutual funds, limited partnerships or specific bonds.

12
2.3: INTRODUCTION TO COMPANY

ICICI (Industrial credit and Investment Corporation of India)

ICICI Securities Limited provides various investment banking products and

services to corporates, financial institutions, and retail investors in India and
internationally. It provides corporate finance services to corporations, financial
institutions, financial sponsors, and government, which include equity capital
market products, such as initial public offerings (IPO), further public offerings,
rights offerings, convertible offerings, qualified institutional placements, non-
convertible debentures, buyback, delisting, and open offers and international
offerings for unlisted and listed entities. The company also offers mergers and
acquisitions advisory services; and private equity advisory.

OVERVIEW

ICICI Securities Ltd is an integrated securities firm offering a wide range of services
including investment banking, institutional broking, retail broking, private wealth
management, and financial product distribution. ICICI Securities sees its role as
'Creating Informed Access to the Wealth of the Nation' for its diversified set of
client that includes corporates, financial institutions, high net-worth individuals,
and retail investors. Headquartered in Mumbai, ICICI Securities operates out of 66
cities and towns in India and global offices in Singapore and New York. ICICI
Securities Inc., the step-down wholly owned US subsidiary of the company is a
member of the Financial Industry Regulatory Authority (FINRA) / Securities
Investors Protection Corporation (SIPC). ICICI Securities Inc. activities include
Dealing in Securities and Corporate Advisory Services in the United States. ICICI
Securities Inc. is also registered with the Monetary Authority of Singapore (MAS)
and operates a branch office in Singapore.

13
Mr. MK SHARMA
Chairman, ICICI Bank Limited

Ms. CHANDA KOCHHAR.

Managing Director and Chief Executive Officer, ICICI Bank Limited

14
Subsidiaries
Domestic

ICICI Prudential Life Insurance Company Limited

ICICI Lombard General Insurance Company Limited
ICICI Prudential Asset Management Company Limited
ICICI Prudential Trust Limited
ICICI Securities Limited
ICICI Securities Primary Dealership Limited
ICICI Venture Funds Management Company Limited
ICICI Home Finance Company Limited
ICICI Investment Management Company Limited
ICICI Trusteeship Services Limited
ICICI Prudential Pension Funds Management Company Limited

International

ICICI Bank USA

ICICI Bank UK PLC
ICICI Bank Canada
ICICI Bank Eurasia Limited Liability Company
ICICI Securities Holdings Inc.
ICICI Securities Inc.
ICICI International Limited

15
Awards and Achievements

2003

"The Asian Banker Excellence in Retail Financial Services Program" by The

Asian Banker

2004

Best Bank in India Award presented by Euro money Magazine

2006

Bank of the Year 2006 India by the Banker

2007

ICICI Bank has been conferred the Euro money Award 2007 for the Best Bank
in the Asia-Pacific Region
ICICI Bank wins the Excellence in Remittance Business award by The Asian
Banker[56]
ICICI Bank was got the awards for 'Best Transaction Bank' in India, 'Best
Domestic Bank' in India, 'Best follow-on offering'(US$4.94 billion), 'Best
Investment Grade Bond'(US$2 billion, three-tranche bonds), Best Syndicated Loan
Managers by Asset.

2009

ICICI Bank bags the "Best bank in SME financing (Private Sector)" at the Dun
& Bradstreet Banking awards
ICICI Bank won the Best Banking Security Systems Project Award and Best E-
Banking Project Implementation Award by The Asian Banker.

2010

ICICI Bank won the Best Banking Security System by The Asian Banker.

16
2011

ICICI Bank is the only Indian brand to figure in the Brands Top 100 Most
Valuable Global Brands Report, second year in a row
ICICI Bank won the 'Best CRM Project' and 'Best Banking Security Systems'
by The Asian Banker.

2012

Airtel, ICICI among 'top 100 global brands

ICICI Bank received the Golden Peacock Innovative Product / Service Award.
ICICI Bank received the Dataquest Technology Innovation Awards 2012 for
Data center migration by Dataquest.]
ICICI Bank was conferred the Best Performance Award for Self Help
Group (SHG) Bank Linkage Programmed in NABARD's State Level Awards
announced by their Maharashtra Regional Office. The Bank received the first prize
for the year 201011 in the Private Sector Bank category and 2nd runner up for
the year 201112 in the Commercial Bank category.

2013

ICICI Bank has been adjudged winner at the Express IT Innovation Award
under the Large Enterprise category
ICICI Bank won the RMAI received the "Gram Samvad", Service for Low
cost/Small budget marketing initiative Award by Rural Marketing Association of
India (RMAI).
ICICI bank won the 'Next Generation Banking solution' award by talent.
ICICI bank won the Best Domestic Trade Finance Bank and Best Financial
Supply Chain Project Award in India by The Asian Banker
ICICI Bank won the honors of the Medici Innovation Hall of Fame Award,
instituted by The Medici Institute in collaboration with the Medici Group, USA.

17
2014

According to the Brand Trust Report 2014, ICICI Bank was ranked 28th among
India's most trusted brands, a research conducted by Trust Research Advisory
ICICI Bank was ranked second at the 'National Energy Conservation Award
2014' under the office buildings (less than 10 lakh kWh/year consumption)
category.
ICICI Bank was fifth in the world and second in India on the 'Top Companies
for Leaders' in a study conducted by Aon Hewitt
ICICI bank won the Best Private Sector Bank - Global Business Development
by Polaris Financial Technology Banking Awards 2014.
IDBRT awarded ICICI for 'Best Bank Award for Business Intelligence
Initiatives among Large Banks' and 'Best Bank Award for Social Media and Mobile
Banking Among Large Banks'.
ICICI bank was awarded the Certificate of Recognition as one of the Top 5
Companies in Corporate Governance in the 14th The Institute of Company
Secretaries of India National Awards for Corporate Governance. They were
honored by Arun Jaitley.
ICICI Bank has been honored as The Best Service Provider - Risk Management,
India at The Asset Triple A Transaction Banking, Treasury, Trade and Risk
Management Awards 2014.
ICICI Bank was awarded the 'Best Retail Bank in India', 'Best Microfinance
Business' and 'Best Retail Banking Branch Innovation' under the 'Excellence in
Retail Financial Services awards 2014' and Technology Implementation Award for
Lending Platform Implementation by The Asian Banker.

18
2015

ICICI Bank won an award in the BFSI Leadership Summit & Awards in the 'Best
Phone Banking for End-users category
ICICI Bank won in six categories and was the first runner-up in one category
among Private Sector Banks at IBA Banking Technology Awards, 2015. The bank
was declared winner in the six categories of Best Technology Bank of the Year, Best
use of Data, Best Risk Management Initiatives, Best use of Technology in Training,
Human Resources and e-Learning initiatives, Best Financial Inclusion Initiative
and Best use of Digital and Channels Technology. ICICI Bank was the first runner-
up in Best use of Technology to Enhance Customer Experience
ICICI Bank has been declared as the first runner up at Outlook Money Awards
2015 in the category of Best Bank
ICICI Bank has been adjudged the Best Retail Bank in India by The Asian
Banker. It has also emerged winners in the categories of Best Internet Banking
Initiative and Best Customer Risk Management Initiative awards given by The
Asian Banker.

19
Social responsibility programs for elementary Education

Read to Lead Phase I: Read to lead is an initiative of ICICI Bank to facilitate

access to elementary education for underprivileged children in the age group of 3
14 years including girls and tribal children from the remote rural areas. The Read
to Lead initiative supports partner NGOs to design and implement programmers
that mobilize parent and community involvement in education, strengthen schools
and enable children to enter and complete formal elementary education. Read to
lead has reached out to 100,000 children across 14 states of Andhra Pradesh, Bihar,
Delhi, Gujarat, Haryana, Jharkhand, Karnataka, Maharashtra, Orissa, Rajasthan,
Tamil Nadu, Tripura, Uttar Pradesh and West Bengal.
Read to Lead Phase II: In Phase II of the Read to Lead programmed, ICICI
Bank has supported the establishment of 63 libraries that will reach out to
approximately 7,200 children in the rural areas of Jagdalpur block of Bestir district
in Chhattisgarh. The programmed includes building libraries, sourcing books and
conducting various interactive activities to make the library a dynamic center for
learning.

20
2.4: INTRODUCTION TO PROJECT:
ICICI Direct is an online trading and investment platform on ICICI Securities, the
largest stock broker firm in India providing a wide range of investment options to
the retail and institutional customers. ICICI Securities is part of ICICI Group, India's
top financial service provider offering banking and other financial services.

ICICI Securities (I-Sec) is the top equity house in India with over 20 lakh customers.
ICICIDirect.com is the flagship website of I-Sec. This website was the first online
trading platform lunched in India to provide browser based equity, commodity and
currency trading; all under one login.

ICICIdirect.com is the most visited investment portal in India and by NRI's living
across countries. It is one website, which provides options to invest in over 20
financial products including Equity, Derivatives, Currency Futures, IPO, Mutual
Funds, ETF, Fixed Deposits, Loans, Tax Services, New Pension Systems and
Insurance.

ICICI direct also provide current stock market information which includes stock
prices, news, market research reports, stocks tips, events, IPO News and company
results. Its 'Centre for Financial Learning' initiative offers number of online and
classroom programs for investors.

The 3-in-1 account, which includes ICICI Bank Account, ICICI Direct Trading
Account and ICICI Demat Account, is the best offering for retail investors in India
as it provides easiest way to invest in stock market and other financial instruments.
The customers can visit any of the over 1500 ICICI Bank branches to get help on
financial products which are sold through ICICI direct

21
 Awareness Program Created By ICICI Direct

Meeting with the ICICI Securities customers and to tell them about mutual
fund and its benefit.

To show demo videos of mutual fund through ICICI Direct site to the
customers.

To solve queries of customers regarding mutual fund.

If customers want to know about online portal and online trading then fixed
a meeting with the coordinator of ICICI direct.

Customers should fill up one online feedback form which will appear after
watching full demo video.

A mutual fund is a kind of investment that uses money from many investors to
invest in stocks, bonds or other types of investment. A fund manager or portfolio
manager decides how to invest the money, and for this he is paid a fee, which comes
from the money in the fund.

22
 CHAPTER -III

3.1: Objectives of the study:-

The objective of the research is to study and analyze the awareness
level of investors of mutual funds.

23
3.2: Limitation of the study

The project was limited to the extent of only meeting clients and
making them aware about mutual fund by showing presentation.
Technicality was a barrier at times while visiting clients and showing
presentations.
The study was limited to the location of Western Suburbs of Mumbai
(and given client base by the Company only).

24
3.3: Research Methodology:
Sources of data:
o Primary Sources Database given by the Company for conducting
research.
o Secondary sources Data from companys website & articles.

Sampling:
o Sampling unit: High class & middle class people.

Sampling Size: 100 customers.

Target market ICICI Direct Clients/Customer

Sampling Technique: Selected Sampling

25
 CHAPTER 4

4.1: ANALYSIS & INTERPRETATION

1. What kind of investments you prefer most?

EQUITY 17%
MUTUAL FUND 27%
FIXED DEPOSIT 33%
BOND 9%
INSURANCE 44%
TOTAL 100%

13% Equity
34% MF
21% Isurance
Bond
FD
7% 25%

Interpretation:

The graph shows that the people prefer their investment on basis of their
savings.
34% of the people prefer FD because they want safe investment. That is
why they also invest in insurance (low risk-low return).
Followed by 21% people prefer mutual fund because the fund is invested
in market by company professionals & because the MF market is growing.
Equity is only for those who know very well market and able to invest
and have time to keep track of it.

26
2. While investing your money, which factor you prefer most?
Liquidity 40%
Low Risk 30%
High Return 20%
Company reputation 10%
TOTAL 100%

Company
reputation
Sales
10%

High Return Liquidity

20% 40%

Low Risk
30%

Interpretation:

From the above graph it is clearly seen, that 40% customer considered
liquidity while investing followed by low risk investment & followed by 20 %
people prefer to invest in high risk to get a good return for their investment.

27
3. Have you ever invested your money in mutual fund?
YES 63%
NO 37%
TOTAL 100%

37%
YES

63% NO

Interpretation:
From the research it has been clearly seen that 63% of people are interested to
invest in mutual found because the money invested in mutual fund are managed
by the company professionals & get a higher return as compare to other
investments.

28
IF Yes,

4. In which sector do you prefer to invest in mutual fund?

Private sector 42%

Public sector 58%
TOTAL 100%

42% Public
Private

58%

Interpretation:

From the above given analysis it has been clearly seen that 58% of people
prefer to invest in private sector because of the policy & after sales service.

29
5. When you invest in Mutual Funds which mode of investment
will you prefer?

Systematic Investment Plan (SIP) 70%

One Time Investment 30%

TOTAL 100%

Sales

One Time
Investment
30%

Systematic
Investment Plan
(SIP)
70%

Interpretation:

Most of the people prefer to invest in Systematic Investment Plan (SIP) because of
option available of investing on monthly & quarterly basis while one time
investment is not so preferred in the market.

30
IF NO,

6. If not invested in Mutual Fund then why?

Not aware of MF 10%

Higher Risk 49%
Not any specific reason 41%
TOTAL 100%

10%
41%
Not aware of MF

Higher Risk
49%

Interpretation:

According to survey it has been found that maximum people had not invested
in mutual fund due to the higher risk involved & mutual fund are subject to
market uncertainty followed by 40% of people prefers other investment.

31
7. Were you aware that you can invest in mutual funds through
ICICI direct.com?
YES 94%
NO 6%
TOTAL 100%

6%

94%
YES NO

Interpretation:

According to the survey, it shows ICICI Direct is a known portal by many (94%) of
its clients for investing in Mutual Funds whereas there were still 6% of untapped
clients that were covered during the research process.

32
 8. What are the reasons for not investing in mutual funds
through ICICI direct.com?

I need assistance to invest in Mutual Fund through 49%

ICICI direct.com
I need more knowledge on Mutual Fund before I 33%
invest.
I am not interested as I invest through other 12%
brokers/agents.
I do not invest in Mutual Fund. 6%
TOTAL 100%

I need assistance to invest

12% 6% in Mutual Fund through
49% ICICI direct.com
I need more knowledge on
Mutual Fund before I invest
33%

I am not interested as I
invest through other
brokers/agents.

Interpretation:

According to the survey it is been seen that, (49%) majority of customers do not
want to invest in mutual funds. There can be a lot of reasons for not investing in
mutual funds. The reason could be lack of awareness, fear of losing their money
and many more but still there are 33% customers who want to invest in MF but
want some assistance to invest in Mutual Fund.

33
 CHAPTER V

5.1: CONCLUSION
Many investors who have invested in mutual fund have invested with ICICI .It
is observed that there is also an effect of age on mutual fund investors like; old
people & widows want regular returns than capital appreciation.
Mutual fund has various options which have its own different
characteristic which makes investor to invest money in those options as per
her/his need.
Coming to ICICIdirect.com, based on response, clients consider it as one
of the best user friendly website which makes client to invest in it without
any difficulty.
The clients investing through ICICI direct have shared satisfactory result,
reason being it directs client in all areas of trading right from fund selection
till generation of tax statement.
The clients even after having base knowledge they are interested to get more
insights knowledge about mutual funds, about mutual fund performance level in
the present market, etc.

34
5.2: RECOMMENDATIONS
Companies should adopt new techniques and promotional strategies to attract
more & more investors. Like circulating Posters, banners or other promotional
activities.
The company should organize Free seminars to give information about
Mutual Fund and should distribute brochures having detail of schemes of Mutual
Fund
ICICI Securities should charge minimum amount for services provided
which can help in retaining the existing clients.
As clients have complaint that companys follow ups are inconsistent.
Hence, ICICI Securities should schedule follow ups with proper intervals.
These kinds of awareness campaigns should not only be restricted to
clients but should be executed to everyone..

35
 CHAPTER VI
ANNEXURE

6.1: QUESTIONNAIRE

Personal Information :

Name Birth Date City

Gender Email Id

1. What kind of investments you prefer most? Pl tick (). All applicable
o EQUITY
o MUTUAL FUND
o FIXED DEPOSIT
o BOND
o INSURANCE

2. While investing your money, which factor you prefer most?

o Liquidity
o Low Risk
o High Return
o Company reputation

3. Have you ever invested your money in mutual fund?

o YES
o NO

36
4. In which sector do you prefer to invest in mutual fund ?
o Private
o Public

5. When you invest in Mutual Funds which mode of investment will

you prefer?
o Systematic Investment Plan (SIP)
o One Time Investment

IF NO,

6. If not invested in Mutual Fund then why?

o Not aware of MF
o Higher Risk
o Not any specific reason

7. Were you aware that you can invest in mutual funds through ICICI
direct.com?
o YES
o NO

8. What are the reasons for not investing in mutual funds through ICICI
direct.com?
o I need assistance to invest in Mutual Fund through ICICI direct.com
o I need more knowledge on Mutual Fund before I invest.
o I am not interested as I invest through other brokers/agents.
o I do not invest in Mutual Fund

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6.2: BIBLIOGRAPHY

Websites:

http://www.icicisecurities.com/
https://en.wikipedia.org/wiki/Mutual_fund
https://en.wikipedia.org/wiki/Financial_institution
http://www.investopedia.com/terms/f/financialinstitution.asp
http://business.mapsofindia.com/finance/top-10-financial-
services-companies-in-india.html
http://content.icicidirect.com/newsiteContent/ProductService/
Overview.asp
http://blog.clientheartbeat.com/why-customer-satisfaction-is-
important/

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