THE INVESTMENT PATTERN OF THE BPO

EMPLOYEES IN THE IT ORGANIZATIONS OF

DELL, HP, ACCENTURE AND ORACLE.
A RESEARCB REP0RT





Date: 8-3-2011
SUBMITTED TO:
ProI Venkatesh Bhagavath SUBMITTED BY:
GROUP NUMBER 4
Noel P (1020913)
Parinitha P (1020936)
Suria Unnikrishnan (1020948)
Sushitha Menon (1020949)
Swati (1020950)
Tony K John (102023)


CulM_2011_l8_8M_8LSLA8CP 8LC81_C8Cu 4




ABSTRACT

The demographic dividend oI India suggests that India is a country with a large population oI
youth which prompted us to choose the youth as the reIerence Ior our study. BPO sector is
Ilourishing in India providing loads oI opportunities Ior young proIessionals and has resulted
in a changing Iacet oI the youth. The need Ior investment Ior Iuture as well as to earn short
term returns is increasing amongst the Indian population and this is Iacilitated by diIIerent
tools oI investments. Our study is conducted in order to understand whether there is a
potential Ior creating an awareness amongst the BPO employees in Bangalore by
understanding their interest and attitude towards savings and investment. The data collected
Irom the BPO employees oI Iour selected IT companies helped us to understand that there is
a potential Ior the wealth management companies to tap this opportunity and to create
awareness as well as provide solutions Ior investment oI their wealth. With this study, we
were able to analysis the trends in investment by the young proIessionals and what are the
speciIic requirements that they look Ior while investing their savings. This trend could be
Iurther used to design or develop custom made investment tools Ior the young BPO
employees who earn a moderate income every year.







CulM_2011_l8_8M_8LSLA8CP 8LC81_C8Cu 4





Statement Of Authenticity



We are certiIying that this research work is our own work and does not include the work oI
any other person. It is the sole creation oI our own eIIorts and ideas we have not manipulated
the data. We understand that plagiarism is a crime deIined as the use oI another`s words,
ideas or expressions without acknowledging their source. We Iurther understand that
plagiarism is grounds Ior immediate disqualiIication. We have rightly mentioned all the
sources oI the secondary data collected with proper reIerences. We certiIy that all statements
and inIormation contained herein are true, correct and accurate to the best oI our knowledge
and belieI. We Iurther certiIy that the writing was written solely by us and is our original
work.

Signature:
Group 4







CulM_2011_l8_8M_8LSLA8CP 8LC81_C8Cu 4





Acknowledgments



We grateIully acknowledge the contributions to this study made by several important groups
and individuals. We greatly appreciate the support given to this project by all the BPO
employees oI DELL, ACCENTURE, HP and ORACLE Ior their valuable time and interest
shown to Iill in our questionnaires and provide us with quality data Ior our study. We are
pleased to acknowledge the timely help, support and guidance oI ProIessor Venkatesh
Bhagavath throughout the project. The very nature oI the objectives and methodology oI this
study meant that many people were involved in the process and we are very grateIul to all oI
them Ior their support.



Group 4








CulM_2011_l8_8M_8LSLA8CP 8LC81_C8Cu 4




TABLE OF CONTENTS

SL NO. CONTENTS PAGE NUMBER
1 Introduction

2 Literature Review

3 Study Design And Methodology

4 Presentation And Analysis OI Data

5 Discussion And Interpretation OI Findings

6 Conclusion And Implications

7 ReIerences

8 Appendices


















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LIST OF TABLES
SL NO. TABLES PAGE NO
1 Age OI The Respondents
2 Gender OI The Respondent
3 Marital Status OI The Respondent
4 Annual Income OI The Respondent
5
Relation Between Age, Gender And PreIerence OI SaIety
OI Principal As A Factor OI Investment

6
Relation Between Age, Gender And PreIerence OI Low Risk
As A Factor OI Investment

7
Relation Between Age, Gender And PreIerence OI High
Returns As A Factor OI Investment

8
Relation Between Age, Gender And PreIerence OI Maturity
Period As A Factor OI Investment

9
Relation Between Age, Gender and PreIerence OI
Investment in Bank Deposits

10
Relation Between Age, Gender and PreIerence OI
Investment in Insurance

11
Relation Between Age, Gender and PreIerence OI
Investment in Real Estate

12
Relation Between Age, Gender and PreIerence OI
Investment in Stock Market

13
Relation Between Age, Gender and PreIerence OI
Investment in Mutual Funds

14
Relation Between Age, Gender and PreIerence OI
Investment in Gold

15
Relation Between Age, Gender and SatisIaction Level With
Investment in Bank Deposits

16
Relation Between Age, Gender and SatisIaction Level With
Investment in Insurance

17
Relation Between Age, Gender and SatisIaction Level With
Investment in Real Estate

18
Relation Between Age, Gender and SatisIaction Level With
Investment in Stock Market

19
Relation Between Age, Gender and SatisIaction Level With
Investment in Mutual Funds

20
Relation Between Age, Gender and SatisIaction Level With
Investment in Gold

21
Relation Between Age, Gender and PreIerence OI
Investment in Property Purchase

22
Relation Between Age, Gender and PreIerence OI
Investment Ior Healthcare

23
Relation Between Age, Gender and PreIerence OI
Investment For Child Education

24
Relation Between Age, Gender and PreIerence OI
Investment For Retirement



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LIST OF FIGURES
SL NO FIGURE PG NO
1 Employees In Indian BPO
2 Distribution OI Employees in Indian Cities
3 Number OI Individuals Investors In The Age group OI 18 To 59
4 Educational Background OI The Respondent
5
Relation Between Age, Gender And PreIerence OI SaIety OI
Principal As A Factor OI Investment

6
Relation Between Age, Gender And PreIerence OI SaIety OI
Principal As A Factor OI Investment

7
Relation Between Age, Gender And PreIerence OI Low Risk As
A Factor OI Investment

8
Relation Between Age, Gender And PreIerence OI Low Risk As
A Factor OI Investment

9 Most PreIerred Mode OI Savings In 2009-2010
10 Source OI Investment Advice















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1. INTRODUCTION

Business Process Outsourcing (BPO) is India`s hottest career option that is Ilooding the
Indian job market with substantially paid jobs Ior the Indian youth. BPO is the process by
which Ioreign companies hire national youth to carry out their internal company activities.
These companies are majorly telecommunication or IT based that outsource their non-core`
to an organization in any developing country thereby providing with lucrative job options to
the nationality. These non-core activities includes outsourcing oI a Ioreign organization`s
customer services, technical support services, telemarketing services, Insurance activities,
data-entry jobs, Web research etc. India has established itselI as one oI the most Iavoured
BPO outsourcing destinations in the world. AIter the recession in the year 2008, the sector
had to Iace Iresh headwinds due to inIlation, Iinancial sector crisis in US and sharp
appreciation in INR to USD. While many oI the challenges Iaced by the sector persist, and
are likely to remain over the Ioreseeable Iuture, Indian IT-BPO`s demonstrated ability to
overcome them and continue on its strong growth trajectory reinIorces the conviction in its
Iundamentally strong and sustainable value proposition. According to NASSCOM strategic
review (2008), India continues to be the nerve-centre` Ior global sourcing with over 2/3rd oI
the Fortune 500 and a majority oI the Global 2000 Iirms leveraging global service delivery
now sourcing Irom India. Bangalore is the hub oI IT in India with over thousand plus
companies providing employment to a considerable amount oI people. Hence, it is the best
possible choice Ior our research.



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The main Iunctions undertaken by the BPO`s oI these companies are:











As a result oI employment in BPO, a new class oI employees is developing in India. They are
Irom urban areas, usually in their twenties, evenly distributed between men and women.
Ninety percent oI them are college graduates or postgraduates. Most oI them do not remain in
the business Ior a long time, as BPO`s experience an employee turnover at a rate oI 75-100
percent every year. This new class is 'rapturously embracing Western liIestyles and
consumerist values to such an extent that 'their aspirations, though not clearly deIined,
cluster around an idea oI the West as the locus oI modernity.The culture oI the BPO
employees is oIten one that is associated with luxury and Iast paced activity thereby creating
Servlce
and
Scope
of 8C
CusLomer lnLeracLlon
servlces
8ack offlce lnLeracLlon
servlces
l1 or sofLware
operaLlons
llnance and
admlnlsLraLlve
operaLlons
P8 servlces
knowledge based
servlces
CusLomer servlce 1elemarkeLlng
CusLomer supporL
rocuremenL LoglsLlcs managemenL
AppllcaLlon developmenL and LesLlng
l1 helpdesk lmplemenLaLlon of
servlces
8llllng servlces AccounL payable
Ceneral AccounLlng AudlL supporL
ayroll servlces Workforce Lralnlng
uaLa analysls and managemenL
CusLomer leedback

CulM_2011_l8_8M_8LSLA8CP 8LC81_C8Cu 4



a new liberalized and globalized class` in the society. There is a large number oI youth in
between the age oI 18 to 25 years who are employed in such BPOs in Bangalore. Rising
consumer aspirations and expectations, increased consumer spending on luxury items aided
by past saving and the introduction oI the credit system , new types oI shopping environments
and outlets, media proliIeration, satellite and cable television and thriving Iilm industry and
high degree oI consumer awareness and sophistication across diIIerent segments have
Iacilitated the spending amongst these youth in Bangalore. (excerpts Irom a study that
explores the socio-cultural issues surrounding the BPO employees in Bangalore conducted by
Equitable Tourism Options (EQUATIONS) in July 2006 ,website :
www.equitabletourism.org )
But, there is increasing awareness amongst the youth in terms oI eIIective utilization oI their
salaries as this is greatly aIIected by the motives oI planning ahead Ior a better and secured
Iuture. The investment motive is supported by the reasons Ior satisIying the basic needs,
excessive earnings, prestigious and luxury liIe attitude and retirement planning. Starting own
business is big dream Ior everyone. To starting own business Indian youths are parking their
money in various assets. The technology growth, governmental support towards starting own
business is the reason to save. Seed capital is necessary to start business that is why the
Indian youths are making investment. The thriIt and outlets are the prime reason and created
much attention oI the Indian youths to save their money in diIIerent outlets. Indian
government stressed the importance oI savings Ior the economic development. This all paved
the path to youngsters to save money. Over 40 percent oI the Indian population is under the
age oI 35 (excerpts Irom an article written by Upasana Mallick in the website
www.mydigitalIc.com) and there is a trend increasing every year that many among them is
now transIorming themselves as entrepreneurs and choosing white collar job Ior their career
(excerpts Irom an article in the Times oI India regrading the Iinancial literacy amongst the

CulM_2011_l8_8M_8LSLA8CP 8LC81_C8Cu 4



youth in India) . The rationale Ior this tendency is not only because oI economic growth, the
awareness about higher education. Hence this paved the way Ior establishing innovative
Iinancial products and service. It creates savings habits among the India youth. The
prospective and present customers oI the investment world blessed with plenty oI investment
alternatives, broadly divided into paper assets and physical assets. Paper assets are claims on
assets oI the issuing authority and physical assets are tangible assets. The paper assets are
bank deposits oI diIIerent kinds, public provident Iunds, NSC, NSS, Post oIIice time deposits,
company deposits, SPF and RPF to the employees, money market instruments oI various
types, bonds and debentures oI various kinds, preIerence and equity shares, mutual Iunds,
insurance schemes, venture capital Iunds and derivatives oI currency, commodity, index and
stocks. Physical asset includes residential apartments, commercial shopping malls,
investment in agricultural and semi-urban land, precious and art objects. The investment
motive is supported by the reasons Ior satisIying the basic needs , excessive earnings,
prestigious and luxury liIe attitude and retirement planning. Starting own business is big
dream Ior everyone. To starting own business Indian youths are parking their money in
various assets. The technology growth, governmental support towards starting own business
is the reason to save. Seed capital is necessary to start business that is why the Indian youths
are making investment. The thriIt and outlets are the prime reason and created much attention
oI the Indian youths to save their money in diIIerent outlets. Indian government stressed the
importance oI savings Ior the economic development. This all paved the path to youngsters to
save money.
Our research aims at understanding the awareness level and to Iind out the investment
techniques adopted by the BPO employees in the 4 major IT companies namely Accenture,
Hewlett-Packard, Oracle and Dell. This research will not only help to document a pattern oI

CulM_2011_l8_8M_8LSLA8CP 8LC81_C8Cu 4



the most preIerred investment mode amongst the youth in these companies but also will
enable the companies oIIering the Iinancial services to cater to the needs oI this category.























CulM_2011_l8_8M_8LSLA8CP 8LC81_C8Cu 4



2. LITERATURE REVIEW


BPO EMPLOYMENT IN INDIA:-
Bangalore, which is considered to be the Silicon Valley oI India, has over 2400 IT companies
and hence is the best possible choice Ior our research. It is the city that contains the maximum
number oI BPO employees in India. NASSCOM has also identiIied 50 cities which are
poised to become IT-BPO destinations, and Bangalore is one such destination. (The
NASSCOM BPO strategy summit 2008 conducted in Bangalore). The total direct
employment in India stands at 2 million and the indirect employment at 7-8 million .The Iast
growth oI IT and BPO have sudden led to growth in demand Ior a number oI employees who
support the skilled employees . (NASSCOM Strategic review 2008 (http.//nasscom.org))














FIGURE1: Employees In Indian BPO




0
100
200
300
400
300
600
700
800
l?03 l?04 l?03 l?06 l?07 l?08
Lmp|oyees |n Ind|a 8C (|n 000s)
Lmployees

CulM_2011_l8_8M_8LSLA8CP 8LC81_C8Cu 4




FIGURE2 : Distribution OI Employees in Indian Cities

A very typical trend seen with reIerence to employee distribution is that , most oI the
BPO Companies have concentrated predominantly in the metros in India . As seen above in
the Iigure, seven cities i.e. Bangalore, National Capital Region ( Noida ,Delhi, Gurgaon),
Mumbai, Pune, Chennai, Hyderabad and Kolkata alone constitute more than 90 oI the
employees . (NASSCOM Strategic review 2008 (http.//nasscom.org)). The youth population
(15-24 years) is expected to increase Irom 195 million in 2001 to 240 million in 2011, and
then decrease to 224 million in 2026; its proportion to total population will Iall Irom 19 per
cent in 2001 to 16 per cent in 2026. ( Rasheeda Bhagat (2006), Business line ). Thus, we have
concentrated our study to the BPO employees between the age oI 18 to 30 years in Bangalore
branches oI the 4 companies mentioned.

LIFESTYLE OF BPO EMPLOYEES IN BANGALORE :-
India has been captivated by the mantra oI liberalization and privatization. Globalization has
become the new culture oI any multi-national organization and this has deeply aIIected the
ways and liIestyle oI a BPO employee in India.
0
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23
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|str|but|on of Lmp|oyees |n Ind|an
c|t|es (2007)
Lmployees

CulM_2011_l8_8M_8LSLA8CP 8LC81_C8Cu 4




Excerpts Irom the article The New Mask OI India by James Miles (2006):
During a visit to a Dell BPO in Bangalore, there were certain surIace observations oI a new
work culture. The young workers all wore western clothing, spoke intentionally neutral
English (deIicient oI as much Indian accent as possible), and interacted with each other
openly. The average age oI an employee was around 22-25 years old, and there were a
comparable number oI women as men.The dress and disposition oI the workers is this
environment were very distinct Irom that oI the average Indian and one could easily
distinguish an IT/ BPO employee in the streets oI an Indian city. The average salary oI an
employee in this sector is around $3,000 US a year; which enables them to live the rather
extravagant, western-like, liIestyle that goes along with the proIession's social image (while
at the same time saving the company the cost oI hiring westerners at ten times the cost).
These particularities Iorm the making oI a new sub-culture that will have a great impact on
subsequent generations.
These employees party hard at Iive-stars, buy branded apparel, pick up the latest gizmos, go
on long drives, hang around multiplexes and pay Ior it all on their own. They are in their
early 20s, but they work in world class environment and earn anything between 8,000 and
25,000. Nowadays, pubs and discos are Ilooded with call centre workers. Even though, they
work on a Iraction oI salary that their American counterparts get but that still translates to a a
lot. Ninety-nine percent oI the BPO employees own cell phones and credit cards and have a
hip hop liIestyle. (loria Suhasini (2004), Silicon India News).



CulM_2011_l8_8M_8LSLA8CP 8LC81_C8Cu 4




FINANCIAL LITERACY :-
Financial Literacy is simply the ability to understand Iinance. It is the process by which
people improve their understanding oI Iinancial products, services and concepts. This
empowers them to make inIormed choices, avoid pitIalls, know where to go Ior help and take
other actions to improve their Iinancial well-being. It is the sum-total oI awareness,
knowledge and skills to make inIormed decisions about savings, investments, borrowings and
expenditure. Youth are the economic engines oI tomorrow and hence proper understanding oI
utilising the disposable income is very essential.
There are various organisations in India that help to imbibe this culture amongst the youth
and one such institution is the Sanchayan Society. In the developed countries like the US,
Canada, Australia and UK, Iinancial education is a part oI the curriculum and there is a huge
awareness and participation by the entire community comprising oI parents, teachers,
government, NGOs, etc. Sanchayan Society seeks to create a Iinancial literacy revolution in
India by being the pioneers in this Iield. Sanchayan Society is India`s Iirst social venture
dedicated to Financial Literacy Ior youth in India. It was conceptualized with the sole
purpose oI making our country Iinancially literate so that they can invest in a better Iuture.
Introducing simple Iinancial concepts right Irom school days would help individuals to
understand the importance oI managing money and improve their Iinancial wellbeing. For
this, Sanchayan Society has designed the MoneyMatters Program which seeks to
complement the existing system oI education as well as provide helpIul insights to the young
proIessionals in India. This innovative program has received international recognition Irom
the Organization Ior Economic Cooperation and Development (OECD).
( www.SanchayanSociety.org)

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The graph below gives the distribution oI diIIerent investment modes adopted by Indians in
the year 2007. (Source .Invest India Incomes and Savings Survey 2007 by IIMS Dataworks)


FIGURE3 : Number OI Individuals Investors In The Age group OI 18 To 59

From the above graph we can inIer that Banks are the most sought option Ior investing or
parking the savings, there are other investment modes that give better returns than a bank.
The diIIerent investment plans that are available are:
1. Liquid plan The investors get better returns than bank deposits and investment is
converted to liquid cash depending on investors needs
2. Income plan-The investors are medium term and they invest in debt market or government
bonds
3. Growth plan-The investors get the capital proIit Irom the investment.
0
20
40
60
80
100
120
140
160
-umber of Ind|v|dua| |nvestors |n the age
group of 18 to S9 (|n m||||ons)
lndlvldual lnvesLors

CulM_2011_l8_8M_8LSLA8CP 8LC81_C8Cu 4



These methods oI investment would depend on investment horizon (whether it is a short term
or medium term or it is more than one Iinancial year), investment objective, investment
pattern, risk proIile, liquidity and tax beneIits. The diIIerent kinds oI investments that the
employees could pursue are:
Mutual Iunds: They are based on the gains and losses oI the shareholder
LiIe insurance: Ensure income Ior the Iamily and allows a sense oI security and provides
valuable tax deduction.
Stocks: These allow to take partial ownership in a company and hence the returns are
potentially bigger.
Money market Iunds: Short term investment.
Annuities: Kind oI tax deIerred income and is an agreement between the insurer and insuree.

INTELLIGENT INVESTMENT-NEED OF THE HOUR :-
Over 40 percent oI the Indian population is under the age oI 35 (article written by Upasana
Mallick (2008), www.mydigitalfc.com) and there is a trend increasing every year that many
among them is now transIorming themselves as entrepreneurs and choosing white collar job
Ior their career (article on the financial literacy amongst the youth in India, Times of
India).In the middle oI all those heIty pay hikes, punishing shiIts, and closed circuit cameras,
young employees in BPOs are Iast realising the need Ior savings and investment. From
insurance policies to mutual Iunds to even equity, BPO staIIers are increasingly seeking these
as saIe havens to secure their Iuture. (Indian Express(2006))
Excerpts Irom Indian express (2006):

CulM_2011_l8_8M_8LSLA8CP 8LC81_C8Cu 4



Arun Marathe, an employee oI Wipro BPO, who is actively involved in the market Ior the
last one year has invested around Rs 80,000. The 24-year-old spends at least an hour daily on
the Internet tracking the market. I have brokers to advise me. But iI I do not track the
market on my own, I won`t be able to take decisions regarding my stocks,`` says Arun.
Bharath Jagthiani, who is with 24/7 Customer, is another active investor who puts 65 oI his
Rs 26,000-monthly salary in mutual Iunds. Though he has invested around Rs 1.59 lakh in
two MFs, he Ieels that putting money in one MF is not a wise strategy. Besides being an
active investor, he is a shopaholic and shops with the vouchers given by his company to star
perIormers.
Financial advisors, who endorse the new trend among BPO employees, believe that proper
education and guidance is the key to harvest the beneIits Irom investments. Nowadays, more
BPO employees are looking at the option oI investing in systematic investment plans (SIP s).
The proportion oI their income invested has gone up substantially, and slowly they are
realising the value oI wealth creation. Fund managers say that these young employees need
proper guidance. Though there is tremendous amount oI inIormation available relating to the
investments modes, they should be channelised properly so that the investors can reap the
maximum beneIits. With entry-level salaries oI Rs. 8,000 Ior customer care representatives
and good prospects Ior earning Rs. 20,000 to Rs. 25,000 within a year`s time oI getting out oI
the college, it`s also a mindset change.
A survey conducted by Right Horizons, an investment advisory Iirm, among 1,169 salaried
individuals also Iinds that 82 percent oI the respondents do not have any medical insurance
and only 13 percent has medical insurance cover provided by their employees, reported The
Times oI India. As per the survey, 36 percent oI the respondents in a major IT hub do not
have any liIe insurance policies. 20 percent oI the employees use PF investments as it is

CulM_2011_l8_8M_8LSLA8CP 8LC81_C8Cu 4



mandatory in many companies. The BPO employees are not taking care about Iinancial and
tax planning, according to 70 percent oI the respondents oI the annual tax survey. ( Source .
http.//www.technoparktoday.com/tax-planning-tips-for-ititesbpo-employees/)
Excerpts Irom Indian express (2006):
Even the BPO units are encouraging their staII to go that extra mile to save and invest.
When Ireshers enter the proIession, they tend to be lavish and ambitious in spending in the
Iirst 10 to 11 months. But aIter that, they realise the need to save and invest,`` says Manuel
D`souza, vice-president, HR, Intelenet Global Services. Intelenet with 9,000-odd employees
has a tax consultant who besides advising the staII on taxation, suggests them on the type oI
mutual Iund products to invest into. It even has a tie-up with HDFC Ior housing loans,
personal loans and auto loans at a concessional rate. It has a mutual Iund counter with the
housing Iinance major. During induction, we make them understand that they might be
getting heIty salaries, but it`s not permanent,`` says D`souza.
Many major asset and wealth management Iirms have come to the IoreIront to provide such
necessary Iacilities to these young proIessionals. Birla Sun LiIe has announced a launch date
oI June 14 Ior a new product designed to cash in on the spending habits oI young Indians.
Birla Sun LiIe Asset Management, an Indian/Canadian joint venture, is predicting a sustained
surge in demand Ior products catering to a new class oI young Indians with high disposable
incomes and vastly diIIerent spending habits to their parents. (Emerging Markets Monitor
(2005).

With a tremendous increase in the number oI young people joining the BPO sector because oI
its lucrative salary package and the westernised liIestyle attached to it, there is a notion that
these youngsters do not Iinancially plan ahead Ior Iuture. Even though, there is an increasing

CulM_2011_l8_8M_8LSLA8CP 8LC81_C8Cu 4



awareness amongst the youth population regarding savings and investment habits and its
beneIits, there is large gap between this Iavourable attitude that is to be inculcated and the
actual scenario. Our research will thus be based on the null hypothesis that the BPO
employees between the age oI 18 to 30 years do not have any investments or have not taken
any investment plans and we would Iocus on 4 major IT companies Dell, Hp, Oracle and
Accenture. The result Irom the research will enable us to understand whether the present
trends have created a change in the outlook towards the investment Ior disposable income oI
the employees and what are the most preIerred options that they preIer.


















CulM_2011_l8_8M_8LSLA8CP 8LC81_C8Cu 4



3. STUDY DESIGN AND METHODOLOGY

3.1Introduction
This research conducted an exploratory research on how aware the BPO employees in
Bangalore oI the Iour major IT companies (ACCENTURE , DELL , HP, ORACLE)
about the importance oI investment and whether they invest in any modes and what
are those varieties oI investment. Hence the two primary goals were:
To understand whether these employees invest or not.
In what do they invest.
3.2Research strategy
In our study, we have adopted the method oI collecting data Irom the employees
through questionnaires. We have selected the data Irom the employees with whom we
have a personal contact in order to ensure the quality and to collect genuine data. The
questionnaires included questions that required the employees to:
a. Mention whether they were interested in investment or not
b. What were their primary saving objectives (property purchase, healthcare,
retirement, child education).
c. What were their preIerred investment modes (bank deposits, stock market,
mutual Iunds, real estate, insurance).
d. What were their investment objectives (risk, saIety oI principal, high returns,
maturity).
e. How satisIied were they with their investment modes and what is the
Irequency oI their investment.


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3.3Study design
The research strategy provides a Iramework Ior designing a systematic study that
would address the study`s goals, objectives and questions. The study brieIs on the
logical Ilow Irom the preliminary activities that initiated the study, to the development
oI a working hypothesis and supporting it with the requisite data and its analysis.
Preliminary activities: To justiIy and initiate the study we had done an extensive
literature review covering details Irom various journals, BPO related websites and
used online libraries like EBSCO and JSTOR.
Formulation of the problem statement and hypothesis: With reIerence to the
inIormation and ideas obtained through the literature review we arrived at a problem
statement and hypothesis on which our research is laid.
a. Problem Statement: The liIestyle oI the BPO employees in Bangalore who are
generally people in the age group oI 18 to 28 years have a very spendthriIt
attitude and the metropolitan culture oI Bangalore Iacilitates it. As a result oI
this attitude, there is a general idea that the BPO employees do not invest their
earnings (excerpts from a study that explores the socio-cultural issues
surrounding the BPO employees in Bangalore conducted by Equitable
Tourism Options (EQUATIONS) in July 2006 , website .
www.equitabletourism.org). Our research is to study the awareness oI the BPO
employees between the age group oI 18-30 years towards the various
investment modes and to know about the various investment options that they
pursue and their investment pattern (that is, whether it is on a long term or a
short term basis).
b. Objective: Our objective is to understand and study the investment pattern
among the BPO employees in the age group oI 18-30 years in the 4 major IT

CulM_2011_l8_8M_8LSLA8CP 8LC81_C8Cu 4



companies namely Accenture, Dell, HP and Oracle. Hence, we would be
testing the hypothesis that BPO employees between the age group oI 18 to 30
years do not invest in the various investment modes and plans available.
Through our research we would try to inIer Irom our data analysis that would
validate our broad hypothesis.
i. Null hypothesis: BPO employees in the age group oI 18-30 years in
these Iour companies do not invest in any plans or take any other
investment modes.
ii. Alternate hypothesis: BPO employees in the age group oI 18-30 years
in these Iour companies do invest in plans and take any other
investment modes.
Data collection and data analysis: The survey conducted by giving the
questionnaires to the BPO employees helped in providing answers to the research
questions that we had Iramed, namely:
a. Are the BPO employees in the age group oI 18 to 30 years aware about the
various investment plans? II yes , are they able to distinguish it as Liquid plan
(investors get better returns than bank deposits and investment is converted to
liquid cash depending on investors needs) , Income plan( investors are
medium term and they invest in debt market or government bonds) and
Growth plan(investors get the capital proIit Irom the investment)?
b. Have the employees invested in any plans or modes so Iar?
c. II the employees have invested, what kind oI investment plans have they
taken?
d. What are the reasons Ior investing in these plans?

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Research design: Our target population are the BPO employees in the 4 companies in
the age group oI 18 to 30 years. Our data sources are:
a. Primary data sources: This would include the inIormation given by the
employees through the means oI the questionnaires that we design.
b. Secondary data sources: This indicates the literature review that includes all
the journals relating to the BPO employees (their work style, liIestyle),
websites oI Dell , HP, Accenture and Oracle and books written on BPO
outsourcing.
Our sampling plan is as Iollows:
a. Target study population: The total number oI BPO employees in the age
group oI 18 to 30 years in the companies are:
HP - 500
Oracle - 500
Dell - 1000
Accenture - 1000
b. Sampling element: The study is conducted on the BPO employees and hence
our sampling element would be a BPO employee.
c. Sample size: Our sample size is 81 and this is based on our personal contacts
with the employees and hence it would reduce the respondent error.
d. Sampling methods: Our sampling method is probabilistic in nature as our
assumptions are based on the past data regarding the behaviour oI the BPO
employees. Hence, with this secondary data we would be determining the
investment pattern oI the BPO employees.

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4. PRESENTATION AND ANALYSIS OF DATA

4.1Presentation of data
Our data analysis is based on the responses Irom 81 BPO employees oI DELL,
ACCENTURE, HP and ORACLE. The respondent proIile is as Iollows (ReIer
Appendix):
a. Age: We have divided our sample in to two age groups, namely, 18-25
years and 26-30 years. 77.8 oI the respondents are in the 18-25 years
category and 22.2 oI the respondents are in the 26-30 years category.
b. Gender: 60.5 oI the respondents are males and 39.5 are Iemales.
c. Marital status: 86.4 oI the respondents are single and 11.1 are married.
2 oI the respondents have not answered the question, thus we have missing
values corresponding to their responses.
d. Educational background: 70.37 oI the respondents are college graduates
and 28.39 oI the respondents are high school graduates. Only one oI the
respondent has a qualiIication oI high school and less.
e. Annual income: 59.25 oI the respondents earn in between Rs 1-3 lacs
per annum and 39.50 oI the respondents earn in between Rs 3-5 lacs per
annum. Only on the respondent earn above Rs 5 lacs and above in a year.
Our analysis is based on the Iollowing tables that we have obtained Irom the analysis
tool SPSS (version 14.0) which provides a comprehensive and Ilexible statistical
analysis and data management solution. The tables are:

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a. Cross tab between the variables age, gender and whether the respondents are
interested in investment or not (Variable name: Interest). A chi square test was
done on the same, in order to validate the Iollowing hypothesis:
i. Null hypothesis: The interest to investment is dependent on the age oI the
respondent.
ii. Alternate hypothesis: The interest to investment is independent oI the age oI
the respondent. (ReIer Appendix)
b. Cross tabs between the variables age, gender and preIerence oI the Iactors that the
respondents take into consideration Ior investing (Variable name: Factor1,
Factor2, Factor3 and Factor4). (ReIer Appendix)
c. Cross tabs between the variables age, gender and preIerence oI the investment
modes oI the respondents (Variable name: IPreIerence1, IPreIerence2,
IPreIerence3, IPreIerence4, IPreIerence5, IPreIerence6). (ReIer Appendix)
d. Cross tabs between the age, gender and satisIaction level oI the respondents with
the various modes oI investment modes (Variable name: SatisIaction1,
SatisIaction2, SatisIaction3, SatisIaction4, SatisIaction5, SatisIaction6). (ReIer
Appendix)
e. Cross tabs between age, gender and savings objectives oI the respondents based
on their priorities in liIe (Variable name: SObjective1, SObjective2,
SObjective3, SObjective4, SObjective5). (ReIer Appendix)
I. Bar chart showing the relationship between age, gender and the most preIerred
mode oI savings oI the respondent in 2009-2010 (Variable name: SPreIerence).
(ReIer Appendix)
g. Bar chart showing the relationship between the age and the source oI investment
advice that the respondents seek (Variable name: Source). (ReIer Appendix)

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(ReIer to the variable data sheet and the master data sheet created in SPSS in
Appendix2 and Appendix3 respectively).
4.2Data analysis
From our analysis, we Iound that 50.61 (41 respondents out oI 81) are not interested
in investment and 49.38 (40 respondents out oI 81) are interested in investment. In
the 18-25 years category, 61.9 (39 out oI 63 respondents) oI the respondents are not
interested in investment and in the 26-30 years category, 11.1 (2 out oI 18
respondents) oI the respondents are not interested in investment. Out oI the 32 Iemale
respondents, 20 are not interested in investing and out oI the 49 male respondents, 21
are not interested in investing.
A chi square test was done to Iind out whether age and the interest oI investment are
dependent. The chi square test (2 sided) gave a p-value oI 0.198 Ior the 18-25 years
category and 1.000 Ior the 26-30 years category. Hence, these values are greater than
a p-value oI 0.05 (at 95 conIidence interval) and thus we accept our null hypothesis
that age and the interest shown Ior investment are dependent.
The analysis with respect to the investment modes preIerred and the reasons behind
the respondent`s choice is based on the 40 respondents who have shown an interest in
investment.
Out oI the Iour main Iactors that determine the respondents reasons behind the choice
oI an investment mode based on their priority, (that is, saIety oI principal, risk Iactor,
high returns and maturity period oI the investment), 79.4 oI the respondents preIer
low risk as the main Iactor oI choice. 64.7 consider saIety oI principal as the reason
and 47.22 consider the maturity period as the Iactor Ior choice.
Bank deposits have been quoted as the most Iavoured means oI investment by 50.61
oI the respondents ( All the 40 respondents who have shown an interest to invest have

CulM_2011_l8_8M_8LSLA8CP 8LC81_C8Cu 4



preIerred bank deposits). The preIerence was asked on a scale on 1 (least preIerred) to
6 (most preIerred) and the next choice is Ior gold given by 53.60 oI the respondents.
(The anomaly lies in the Iact that 3 oI the respondents who were not interested in the
investment were only aware and showed an interest to invest in gold).
Out oI the 18 respondents in the 26-30 years category, all oI them have invested in
both stock market and 17 oI them have invested in insurance.
PreIerence oI investment mode oI respondents
Bank deposits 50.61
Gold 53.60
Real estate 51.85
Mutual Iunds 45.67
Insurance 22.22
Stock market 20.98

Out oI the 40 respondents who have shown interest in investment, 97.29 have
shown higher satisIaction Ior gold. The respondents were asked to mark their
preIerence on the scale 1-very satisIied, 2-somewhat satisIied, 3-dissatisIied and 4-
very dissatisIied.
SatisIaction level with the various
investment modes
oI respondents

Gold 97.29
Bank deposits 90.24
Mutual Iunds 81.81
Real estate 80.64

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Insurance 78.12
Stock market 66.6

80 oI the respondents have given property purchase as the main motive or Iactor Ior
investment.
Saving objectives oI respondents
Property purchase 80
Healthcare 57.5
Education oI children 22.5
Retirement 10
Others 2.5

Bank deposits are Iound to be the most preIerred mode on investment oI the
respondents in 2009-2010 and this mode oI investment is preIerred by the respondents
in 18-25 years category. Stock market and mutual Iunds have been preIerred mostly
by the respondent in 26-30 years category. Gold as an investment has been preIerred
mainly by the Iemale respondents.
The main source oI advice Ior investment is taken Irom newspapers especially the
respondents in the 18-25 years category. The respondents in the 26-30 years category
depend more on the advice oI Iriends and Iamily.





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5. DISCUSSION AND INTERPRETATION OF FINDINGS

BPO employees in between the age oI 18 to 30 years do not invest their savings was the
broad hypothesis that Iorms the basis oI our study. From the analysis, we have come up to
several interpretations that lead us to the same.
a. From the chi square test, we have concluded age and interest in investment are
dependent and hence the interest shown by the youth in BPO is less comparatively.
Out oI a sample size oI 81, though 41 respondents have shown no interest to invest
their savings, there are 40 respondents who have shown the opposite. From, this we
have understood that though the awareness level and interest is generally low amongst
the respondents in the 18-25 years category, majority oI the respondents in the 26-30
years category have shown more interest and are well aware about the various modes
oI investment.
b. The lack oI interest shown by the employees towards investment is mainly due to the
lack oI awareness, inadequate amount oI salary Ior a good investment, other priorities
and liabilities like paying oII the loans etc. and most oI them do not consider
investment as a serious option.
c. More than halI oI the male respondents are interested in investing (28 male
respondents out oI 49 male respondents) and they are more aware about the
investment modes when compared to Iemale counterparts.
d. BPO employees are risk averse in their choice oI investment as 79.4 oI the
respondents have considered low risk as the main Iactor behind the choice oI
investment. The main reason behind this is the considerably moderate income that

CulM_2011_l8_8M_8LSLA8CP 8LC81_C8Cu 4



they receive and hence risk and saIety oI principal becomes important Ior their
investment.
e. Bank deposits have been preIerred by all the employees who are interested Ior
investing because this is one among all the modes oI investment that they are aware
about. Female respondents have shown more interest in investing in gold because that
is one oI the main investment modes that majority oI them are aware oI.
I. The employees in the age group oI 26-30 years have shown Ior preIerence to invest in
stock market and insurance. This suggests that as the age increases people are ready to
take up risks and invest in instruments like stock market and equities. The awareness
level about such modes are more as age increases.
g. The satisIaction level is high Ior gold and bank deposits as majority oI the
respondents have preIerred them. Real estate is another mode oI investment where the
employees in between 18-25 years have shown great interest and satisIaction.
h. Property purchase seems to be the main motive behind investment Ior majority oI the
employees because they consider it to be the saIest mode oI investment and which
will provide them with long term returns. Child education and retirement beneIits are
the main motives Ior married employees and the employees in between 26-30 years
category.






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6. CONCLUSIONS AND IMPLICATIONS

Our study was conducted in order to understand whether the youth employed in BPO
have the habit oI saving their income and whether they have invested anywhere. This
study enabled us to understand and come to a conclusion that the youth in BPO are not
very much aware about the various methods oI investments and they showed little interest
towards the same. However, there is an increasing awareness amongst the youth who are
above 26 years oI age and they seem to be aware about diIIerent types oI investment
modes other than bank deposits, gold and real estate. The reason behind these characters
exhibited is partly due to the liIestyle oI the employees and also the various other
obligations and priorities they have in their lives. The risk averse mentality oI the
employees is an indication oI the same. But, Irom our study we have understood that
there is potential group who are serious about saving their earnings Ior meeting their
Iuture needs. This group could be a potential target Ior the wealth management, asset
management companies and insurance companies.
Our secondary data analysis has helped us to understand the changing Iace oI the BPO
employees and their attitudes towards investments. There are several companies that
provide opportunities and Iacilities to these young proIessionals in order to manage their
wealth. Though our study has validated our hypothesis that the BPO employees in the 4
companies are not aware and interested in investments, we have recognised that there is a
scope oI improvement in terms oI their awareness. BPO being a lucrative sector Ior many
young proIessionals, this study provided us with an insight in to the various aspects that
the youth employed considers beIore investing and their preIerences.

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REFERENCES
Davies, Paul (2004). hats This India Business? Offshoring, Outsourcing, and the lobal
Services Revolution. London: Brealey. 35-40.

Emerging Markets Monitor; 6/13/2005, Vol. 11 Issue 10, p4-4, 1/3p.

Nadeem, Shehzad (2009). Macaulay's (Cyber) Children: The Cultural Politics oI Outsourcing
in India. Cultural Sociology, 3: 102 - 22.

Naughton, K. (2006, March 19). Scourge oI the six o`clock sell. Sunday Mail.

Pathak, S. (July, 2004). Calling that thrives on calls. The Tribune. URL:
http://www.tribuneindia.com/2004/20040727/jobs/main1.htm

Scheiber, N. (2004) As a center Ior outsourcing, India could be losing its edge. New York
Times. URL (retrieved 25 July 2009):
http://www.theinstantnetwork.com/news/asacenterIoroutsourcingindiacouldbelosing
itsedge-nyt.pdI

NASSCOM (2008). The Domestic BPO Market in India: Scoring A Home Run! URL
(retrieved 25 July 2009):
http://blog.nasscom.in/nasscomnewsline/2008/08/the-domestic-bpo-market-in-india-scoring-
a-home-run/
Thanuja B M, N Vasudevan, et.al (2010) , BPO industry is no more a place Ior the non-
serious, URL: www.mydigitalIc.com

CulM_2011_l8_8M_8LSLA8CP 8LC81_C8Cu 4




Miriam Jorgensen and Lewis Mandell (2007), The Iinancial literacy oI the native Americans,
URL: www.jumpstart.org

C P Chandrasekhar, Jayati Ghosh et.al (2006) The Demographic Dividend` and Young
India`s Economic Future in the Economic and Political weekly

Miles, James (2006): Balancing Act: A Survey oI China` in The Economist, March 25-31.

Nalika Gajaweera (2006) , Bangalore - A Global City? Virtual Realities and Consumer
Identities: Research study conducted by the Iirm EQUATIONS in Bangalore.

NASSCOM (2006): The ITES-BPO Market: Overview oI Industry`, URL retrieved April 30,
2006 Irom www.bpo.nasscom.org/artdisplay.aspx?catid619










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APPENDICES

APPENDIX 1- QUESTIONNAIRE
Thank you Ior your interest in our study.
We are students oI Christ University doing a research project on the Investment pattern oI
the youth working as BPO executives`. You will be asked to oIIer your investment
perspective with regard to the year 2009-2010.
This survey should take only a Iew minutes oI your time. Unless you give us your permission
at the end oI the survey to release your name along with your responses, your individual
responses will be kept conIidential.
QUESTIONNAIRE

1. Which oI the Iollowing best describes your age:

18-25 years 26-30 years

2. How many years have you been associated with this company?

3. Have you worked with any other BPO prior to this?

Yes No

II yes, please speciIy the
duration

4. Are you...?
Male Female
5. Your marital status:

Single Married

6. What is the last grade oI education you completed?

High school or less

High school graduate

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College graduate or higher

7. How much is your yearly income?

Below 1lakh 1-3lakhs 3-5lakhs 5lakhs & above

8. The position you are designated to in this company:

9. Which oI these depict your monthly expenditure:

Less than Rs. 5000
Rs. 5000- Rs.10000
Rs. 10000-Rs.15000
Above Rs.15000
10.Are you interested in investing a part oI your income?

Yes No

II No, please state the reason in less than 3 lines

11.What are your saving objectives in order oI your preIerence on a scale Irom 1 to 4 (1-
least preIerred, 4-most preIerred)

Property purchase
Healthcare
Child education
Retirement
Others (Please speciIy)


12.Where do you generally preIer to invest in, rank in order oI your preIerence on scale
Irom 1 to 6 (1: least preIerred, 6: most preIerred)

Banks deposit Insurance Real estate
Stock market Mutual Iunds Gold

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II others, please speciIy:



13.What is your investment objective, rank on your order oI preIerence on a scale oI 1 to
3 (1 least preIerred, 3 most preIerred)

Long term growth
Earn short-term returns
Tax savings

14.Which Iactor do you consider beIore investing in order oI your preIerence on a scale
Irom 1 to 4 (1- least preIerred, 4-most preIerred)

SaIety oI principal
Low risk
High returns
Maturity period

15.How oIten do you monitor your investment?
Daily Monthly Occasionally
16.What is the time period you preIer to invest?

Short Term (Less than a year)
Medium Term (1-3 years)
Long Term (Above 3 years)

17.What is the Irequency oI your investment? (Please tick the relevant box(es) depending
on your investment(s))

Investment Type Once in
15 days
Once in a
month
Once in 3
months
Once in 6
months
Once in a
year
Once in
3 years
or more
Bank Deposits
Insurance

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Real Estate
Stock Market
Mutual Funds
Gold



18.Please rate the satisIaction with your investment (Tick the relevant box(es) according
to the satisIaction level oI your investment objective):

Investment
Type
Very
SatisIied
Somewhat
SatisIied
Somewhat
DissatisIied
DissatisIied
Bank Deposits
Insurance
Real Estate
Stock Market
Mutual Funds
Gold

19.Where did you invest maximum oI your savings in 2009-2010:

Banks Deposit Insurance Real estate
Stock market Mutual Funds Gold
20. What is the source oI your investment advice?
Newspaper
Books
Advertisement
Internet
Magazines
Family and Iriends
Thank You
Personal InIormation
Name:

Organisation:

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APPENDIX 4 - RESPONDENT PROFILE

Table 1: Age OI The Respondents


Table 2 : Gender OI The Respondent

Table 3: Marital Status OI The Respondent

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Figure 4: Educational Background OI The Respondent



Table 4: Annual Income OI The Respondent











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APPENDIX 5- FACTORS AFFECTING INVESTMENT

Table 5: Relation Between Age, Gender And PreIerence OI SaIety OI Principal As A Factor
OI Investment

TABLE 6: Relation Between Age, Gender And PreIerence OI Low Risk As A Factor OI
Investment

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Table 7: Relation Between Age, Gender And PreIerence OI High Returns As A Factor OI
Investment


Table 8: Relation Between Age, Gender And PreIerence OI Maturity Period As A Factor OI
Investment


CulM_2011_l8_8M_8LSLA8CP 8LC81_C8Cu 4




Figure 5: Relation Between Age, Gender And PreIerence OI SaIety OI Principal As A
Factor OI Investment


Figure 6 : Relation Between Age, Gender And PreIerence OI SaIety OI Principal As A
Factor OI Investment


CulM_2011_l8_8M_8LSLA8CP 8LC81_C8Cu 4





Figure 7: Relation Between Age, Gender And PreIerence OI Low Risk As A Factor OI
Investment

Figure 8: Relation Between Age, Gender And PreIerence OI Low Risk As A Factor OI
Investment



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APPENDIX 6 - PREFERENCE OF INVESTMENT OF RESPONDENTS
Table 9: Relation Between Age, Gender and PreIerence OI Investment in Bank Deposits
Table 10: Relation Between Age, Gender and PreIerence OI Investment in Insurance




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Table 11: Relation Between Age, Gender and PreIerence OI Investment in Real Estate
Table 12: Relation Between Age, Gender and PreIerence OI Investment in Stock Market


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Table 13: Relation Between Age, Gender and PreIerence OI Investment in Mutual Funds
Table 14: Relation Between Age, Gender and PreIerence OI Investment in Gold




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APPENDIX 7- SATISFACTION LEVEL WITH THE VARIOUS INVESTMENT
MODES OF RESPONDENTS

Table 15: Relation Between Age, Gender and SatisIaction Level With Investment in Bank
Deposits
Table 16: Relation Between Age, Gender and SatisIaction Level With Investment in
Insurance


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Table 17: Relation Between Age, Gender and SatisIaction Level With Investment in Real
Estate

Table 18: Relation Between Age, Gender and SatisIaction Level With Investment in Stock
Market


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Table 19: Relation Between Age, Gender and SatisIaction Level With Investment in Mutual
Funds

Table 20: Relation Between Age, Gender and SatisIaction Level With Investment in Gold





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APPENDIX 8 - SAVINGS OB1ECTIVES OF THE RESPONDENTS
Table 21: Relation Between Age, Gender and PreIerence OI Investment in Property Purchase

Table 22: Relation Between Age, Gender and PreIerence OI Investment Ior Healthcare



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Table 23: Relation Between Age, Gender and PreIerence OI Investment For Child Education

Table 24: Relation Between Age, Gender and PreIerence OI Investment For Retirement



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APPENDIX 9 - MOST PREFERRED SAVINGS MODE OF THE RESPONDENTS IN
2009-2010

Figure 9: Most PreIerred Mode OI Savings In 2009-2010











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APPENDIX 10 - SOURCE OF INVESTMENT ADVICE FOR THE RESPONDENTS


Figure 10: Source OI Investment Advice