it will help you understanding the market condition in india for the approaching the share trading firm so that we can easily crack the market it will help you to understand what the public want in return of investment.

1. BEHAVIOUR ANALYSIS OF INVESTORS TO
THEIR PORTFOLIO
In partial fulfillment for the award of the degree of
Bachelors of Business Administration (BBA) Honours
Submitted by
somesh sharma
BBAH1MG11049
Batch of 2011-14
At
ITM UNIVERSITY, OPP. SITHOULI RAILWAY STATION,
JHANSI ROAD, GWALIOR, M.P.
May – June 2013
1

2. DECLARATION
I, SOMESH SHARMA student of ITM UNIVERSITY, Gwalior Batch in BBA Honours,
hereby declare that, this Project Report under the title ‘BEHAVIOUR ANALYSIS OF
INVESTORS TO THEIR PORTFOLIO’ is the record of my original work under the guidance
of Mr. ashish udawat of a sharekhan in Gwalior (M.P). This report has never been submitted
anywhere else for award of any degree or diploma.
Signature of the Student:
Place:
Date:
2

3. ACKNOWLEDGEMENT
It is a great opportunity & pleasure for me to express my profound gratitude to wards all the
individuals who directly or indirectly contributed towards completion of this report.
Working on this report was a great fun, excitement, challenges and a new exposure in the field
of Human Resource. I am greatly in debated to under whose guidance and concern I am able to
bring the report into its real shape.
I am thankful to (Miss. Sarika keshwani) and all faculty members of Management Department in
providing me useful guidance for the completion of this report. I convey my gratitude to all those
who are directly or indirectly related in the completion of this project report.
Somesh sharma
Roll No: BBAH1MG11049
Course: BBA (Honours)
3

4. ABSTRACT
This research project deals with the behavioral analysis of investors in relation to their portfolio
preferences through mutual fund and a comparative analysis of equity and debt fund products of
Sharekhan Pvt Ltd.
A primary research was conducted to study the behavioral pattern of Investors over a
sample size. Secondary data for comparative analysis were garnered from fact sheets of
Sharekhan Pvt Ltd. From the period Of January 2004 to April 2004
The project aims at understanding the relationship between risk taking capabilities of
investors’ vis-à-vis
* Their age
* Their income
* Their dependents and
* Their investment portfolio preferences
and recommend a suitable portfolio for investors based on their age income and number of
dependents.
It also analysis NET ASSET VALUE (NAV), portfolio mix, fund size and turnover of
selected equity and debt funds and infers the reasons for fluctuations of the same.
4

5. INDEX
INTRODUCTION
INTRODUCTION
5
S. NO. CONTENT PAGE
1
Chapter 1:
Introduction 6
2
Chapter 2:
Industry Profile 10
3
Chapter 3
Company Profile
13
4
Chapter 4
Objective of the Study 17
5
Chapter 5
Job / Work Description 18
6
Chapter 6
Achievements
28
7
Chapter 7
Learning
29
8
Chapter 8
Suggestions
46
9
Chapter 9
Limitations
48

6. Introduction to SSKI
SSKI group also comprises institutional broking and corporate finance. While the institute
broking division caters to the largest domestic and foreign institutional investors, telecom and
media. SSKI holds a sizeable portion of the market in each of these segments.
As the forerunner of investment in the Indian market, we provide the best research coverage
amongst broking houses in India. Our research team is rated as one of the best in the country.
Voted four times as the Top Domestic Brokerase houses in India.
SSKI Group Companies
6

7. ∗ SSKI Investor Services Ltd (Sharekhan)
∗ S.S. Kantilal Ishwarlal Securities
∗ SSKI Corporate Finance
∗ Idream Production
Name change of SSKI Investor Service Private Limited to Sharekhan Limited.
Consequence to the change in name of SSKI Investor Service Private Limited to Sharekhan
Limited, the Security and Exchange Board of India has granted the certificate of registration to
Sharekhan Limited as a Participant. The DP Id of Sharekhan Limited is IN300513
Share khan Background
Sharekhan is one of the leading retail brokerage firms in the country. It is the retail broking arms
of the Mumbai-based SSKI Group,which has over eight decades of experience in the stock
broking business. Sharekhan offers its customer a wide range of equity related services including
trade execution on BSE,NSE, Derivatives, Depository services,Online trading, investment advice
etc.
7

8. With more than 150 share shops in 80 cities, and india’s premier portal, www.sharekhan.com ,
we reach out to customers like no one else. Sharekhan offer you trade execution facilities on the
BSE and on the NSE, for cash as well as derivatives, depository services and most importantly,
investment advice tempered by 80 years research and broking experience.
The firm’s online trading and investment site – www.sharekhan.com - was launched on Feb. 8,
2000. the gives access to superior content and transaction facility to retail customer across the
country. Know for its jargon-free, investor friendly and high quality research, the site has a
register base of over one- lakh customer in Delhi.
(N.C.R.)
Region approx- 2000 online share ading accounts per Month are opened.
The content-rich and research oriented has stood out among its contempories because of its
steadfast dedication on offering customers best-of-breed technology and superior market
information. The objective has been to let customer make informed decision and to simplify the
process of investing in stocks.
On April 17, 2002 Share khan launched Speed Trade, a net-based executable application that
emulates the broker terminals along with host of other information relevant to the Day Traders.
This was for the first time that a net-based trading station of this caliber was offered to the
traders. In the last six months Speed Trade has become a de facto standard for the Day Trading
community over the net.
Share khan’s ground network includes over 300 centers in 140 cities in India, of which 63 are
fully owned branches.
8

9. Share khan has always in investing in technology to build. The company has used some of the
best-known names in the IT industry, like Sun Microsystem, Oracle, Microsoft, Cambridge
Technologies, Nexgenix, Vignette, Versign Financial Technology India Ltd. Spider Software Pvt
Ltd. to build its trading engine and content. The Morakhia family holds majority stake in
company. HSBC, Intel & Carlyle are the other investors.
With legacy of more then 80 years in the stock market, the SSKI group ventured into
institutional broking and corporate finance 18 years ago. Presently SSKI is one of the leading
player in institutional broking and corporate finance activities. SSKI holds a sizable portion of
the market in each of this segment. SSKI”s institutional broking arm accounts for 7% of the
market for Foreign Institutional portfolio investment and 5% of all Domestic Institutional
portfolio investment in the country. It has 60 institutional clients spread over India, Far East, UK
and US. Foreign Institutional Investor generate about 65% of the organization’s revenue, with a
daily turnover of over US$ 2million. The Corporate Finance section has a list of prestigious
clients and has many ‘firsts’ to its credit, in terms of the size of deal, sector taped etc. the group
has places over US$ 1 billion in private equity deal. Some of the clients include BPL Cellular
Holdings, Gujarat Pipavav, Essar, Hutchison, Planet Asia, and Shoper’s shop.
Share khan is
• Among the top 3 branches retail service providers
• No. 2 player in online business
• Largest network of branches broking outlets in the country servicing 100,000 clients.
Sharekhan is the retail broking arm of SSKI, an organization with more then eight decades of
trust & credibility in the stock market, SSKI is amongst pioneers of investment research in the
Indian Market. In 1984 it was ventured into
9

10. Institutional Broking Corporation Finance. Share khan is leading domestic player in Indian
institutional business, which is having over US$ 5 billion equity deals.
INDUSTRY PROFILE
10

11. Securities market has essentially three categories of participants namely the issuer of securities,
investors in securities and the intermediaries and two categories of products, the services of the
intermediaries the securities including derivatives.
The securities market has two interdependent and inseparable segments the new issue (primary
market) and the stock (secondary market). The primary market provides the channel for sale of
new securities while the secondary market deals in securities previously issued.
Sharekhan is one of the top retail brokerage houses in India with a strong online trading
platform. The company provides equity based products (research, equities, derivatives,
depository, margin funding, etc.). It has one of the largest networks in the country with 1200+
share shops in 400 cities and India’s premier online trading portal www.sharekhan.com. With
their research expertise, customer commitment and superior technology, they provide investors
with end-to-end solutions in investments. They provide trade execution services through multiple
channels - an Internet platform, telephone and retail outlets.
Sharekhan Limited offers online security broking and portfolio services to institutions and large
corporate houses as well as individual investors. Sharekhan Limited was formerly known as
SSKI Investor Services Private Limited. The company is based in Mumbai, India.
11

12. 12
Owns 56% of
Owns 50.5%
of
.
SSKI INVESTORS SERVICE PVT.
LTD.
Retail Broking arm of the Group
Shareholding pattern:
55.5% Morakhia Family
(Promoter)
18.5% HSBC Private Equity India
Fund Ltd
18.5% First Carlyle Ventures,
Mauritius
7.5% Intel Pacific Inc.
SSKI CORPORATE FINANCE PVT. LTD.
Investment banking arm of the
group
Shareholding pattern:
50.5% SSKI SecuritiesPvt. Ltd.
49.5% Morakhia Family

13. COMPANY PROFILE
PROFILE OF THE COMPANY :
NAME OF THE COMPANY : Sharekhan ltd.
YEAR OF ESTABLISHMENT : 1925
HEADQUATER : ShareKhan SSKI
A-206 Phoenix House Phoenix Mills Compound
Lower Parel Mumbai - Maharashtra,
INDIA- 400013
NATURE OF BUISNESS : Service Provider
SERVICES :Online Services, Depository Services and
Technical Research.
NO OF EMPLOYEES : Over 5500
WEBSITE : www.sharekhan.com
SLOGAN : Your Guide to The Financial Jungle.
13

14. MISSION:
To educate and empower the individual investor to make better investment decisions through
quality advice and superior service.
VISION:
To be the best retail brokering Brand in the retail business of stock market.
Sharekhan was established by Morakhia family in 1999-2000 and Morakhia family, continues to
remain the largest shareholder. It is the retail broking arm of the Mumbai-based SSKI
[SHRIPAL SHEWANTILAL KANTILAL ISWARNATH LIMITED] Group. SSKI which is
established in 1930 is the parent company of Sharekhan ltd. With a legacy of more than 80 years
in the stock markets, the SSKI group ventured into institutional broking and corporate finance
over a decade ago. Presently SSKI is one of the leading players in institutional broking and
corporate finance activities. Sharekhan offers its customers a wide range of equity related
services including trade execution on BSE, NSE, and Derivatives. Depository services, online
trading, Investment advice, Commodities, etc.
Sharekhan Ltd. is a brokerage firm which is established on 8th February 2000 and now it is
having all the rights of SSKI. The company was awarded the 2005 Most Preferred Stock Broking
Brand by Awaaz Consumer Vote. It is first brokerage Company to go online. The Company's
online trading and investment site - www.Sharekhan.com - was also launched on Feb 8, 2000.
This site gives access to superior content and transaction facility to retail customers across the
country. Known for its jargon-free, investor friendly language and high quality research, the
content-rich and research oriented portal has stood out among its contemporaries because of its
steadfast dedication to offering customers best-of-breed technology and superior market
information.
Sharekhan has one of the best states of art web portal providing fundamental and statistical
information across equity, mutual funds and IPOs. One can surf across 5,500 companies for in-
depth information, details about more than 1,500 mutual fund schemes and IPO data. One can
14

15. also access other market related details such as board meetings, result announcements, FII
transactions, buying/selling by mutual funds and much more.
Sharekhan's management team is one of the strongest in the sector and has positioned Sharekhan
to take advantage of the growing consumer demand for financial services products in India
through investments in research, pan-Indian branch network and an outstanding technology
platform. Further, Sharekhan's lineage and relationship with SSKI Group provide it a unique
position to understand and leverage the growth of the financial services sector. We look forward
to providing strategic counsel to Sharekhan's management as they continue their expansion for
the benefit of all shareholders.
SSKI Corporate Finance Private Limited (SSKI) is a leading India-based investment bank with
strong research-driven focus. Their team members are widely respected for their commitment to
transactions and their specialized knowledge in their areas of strength. The team has completed
over US$5 billion worth of deals in the last 5 years - making it among the most significant
players raising equity in the Indian market. SSKI, a veteran equities solutions company has over
8 decades of experience in the Indian stock markets.
If we experience their language, presentation style, content or for that matter the online trading
facility, we'll find a common thread; one that helps us make informed decisions and simplifies
investing in stocks. The common thread of empowerment is what Sharekhan's all about.
"Sharekhan has always believed in collaborating with like-minded Corporate into forming
strategic associations for mutual benefit relationships" says Jaideep Arora, Director - Sharekhan
Limited.
Sharekhan is also about focus. Sharekhan does not claim expertise in too many things.
Sharekhan's expertise lies in stocks and that's what he talks about with authority. So when he
says that investing in stocks should not be confused with trading in stocks or a portfolio-based
strategy is better than betting on a single horse, it is something that is spoken with years of
focused learning and experience in the’ stock markets. And these beliefs are reflected in
everything Sharekhan does for us! Sharekhan is a part of the SSKI group, an Indian financial
services power house, with strong presence in Retail equities Institutional equities Investment
banking.
15

16. In Ahmedabad, It is having the branch at Dynamic house, opp. Child care hospital, Navrangpura
road and over 40 franchisees in Ahmedabad. We have been given the centre at Navrangpura
road, Ahmedabad.
Sharekhan ltd. Provide different service as follows
1. Equity and Derivative Trading on BSE and NSE.
2. Depository Services.
3. Online Trading.
4. IPO Services.
5. Commodities Trading on MCX and NSDEX.
6. Portfolio Management Services.
16

17. OBJECTIVE OF THE STUDY
1) To study the perception of the customers with reference to the share market.
2) To analyze the level of satisfaction of customers transacting business through
Sharekhan.
3) To offer suggestions for increasing the level of satisfaction of the customers.
4) To study the customers satisfaction with reference to Sharekhan.
5) Various services offered by Sharekhan.
Globalization of the financial market has led to a manifold increase in investment. New
markets have been opened; new instruments have been developed; and new services have
been launched. Besides, a number of opportunities and challenges have also been thrown
open. Online share trading is new to Equity market in India. Mainly two exchanges are
involved in online trading in India BSE & NSE.
17

18. JOB / WORK DESCRIPTION
Understanding Mutual Funds in Five Minutes
What is a mutual fund?
A mutual fund is a pool of money that is invested according to a common investment objective
by an asset management company (AMC). The AMC offers to invest the money of hundreds of
investors according to a certain objective - to keep money liquid or give a regular income or
grow the money long term. Investors buy a scheme if it fits in with their investment goals, like
getting a regular income now or letting the money accumulate over the long term. Investors pay
a small fraction of their total funds to the AMC each year as investment management fees.
How many categories of mutual funds are there in the market?
There are three broad categories of funds in the Indian market - money market, debt and equity.
A money market fund invests in short-term government debt paper and is good for parking
money for the short term since the principal is safe, returns better than a bank deposit and
liquidity high. Debt funds invest mainly in debt instruments like government securities, corporate
and institutional debt paper. They are also called income funds since people buy them for their
income needs. Equity funds invest in the stock market and suit long term investors who want
capital appreciation. Commodity, property and gold funds are yet to come into India.
Why should I invest in a mutual fund?
Investors with small portfolios may not have the necessary expertise nor get the required
diversification across debt and equity products. For example, equity-seeking investors may find
18

19. their money insufficient to buy enough companies to spread their risk. Or they may find funds
insufficient to spread between cash, debt and equity products. Mutual funds offer a way out, for
as little as Rs 1,000; an investor can approach most schemes and get well-diversified portfolios,
across product classes and instruments. The money is invested by market experts. As markets
mature, funds begin to customise products according to need. It is possible to match a unique
need to a specific scheme from a fund house.
How do I make money?
There are two ways of making money from a mutual fund - through dividend or through capital
appreciation. Suppose a mutual fund scheme collects Rs 500 crore by selling units priced at Rs
10 each. The fund invests this in stocks and debt paper. After a year the corpus grows to Rs 600
crore. This Rs 100 crore can now be distribted amongst the unit holders as dividend. Or it can
remain in the fund, taking the net asset value (NAV) or the price of the unit, higher, to say Rs 12.
Investors can now sell and realise a gain of Rs 2 per unit or can hold on for future appreciation.
(We are ignoring costs in this simplification) But mutual funds do not guarantee performance or
returns. Risk depends on the type of fund bought and its performance. So, a debt fund is less
risky than an equity fund. But within equity, an index fund is less risky than a sector fund.
Is investing in Mutual Funds safe?
The mutual fund industry is well regulated in India. The market regulator, the Securities and
Exchange Board of India (SEBI) has ensured that a repeat of the vanishing companies does not
happen here. Therefore, mutual funds in India are in the form of a Trust. This means that the
money belongs to the investors and is only held in the name of the Trust. The investment arm,
the AMC, acts as a fee-for investment manager and does not own the money. This does not mean
that the investments are risk-free. Investors need to take the risk of volatility or bad management
and money can grow or lose value depending on the market and investment decisions. However,
sensible mutual fund investing is a good way to include equity and debt in individual portfolios
to see realistic growth.
19

20. To acquire wealth is difficult, to preserve it more difficult but to nourish it wisely, the most
difficult of all.
MUTUAL FUNDS
A mutual fund is an entity pools the money of many investors its unit holder to invest in
different securities .Investments may be in shares, debt securities, money market securities or a
combination of these, those securities are professionally managed on behalf of the unit-holders,
and each invest holds a pro-rata share of the portfolio i.e. entitled to any profits when the
securities are sold, but subject to any losses in value as well
WHAT ARE THE BENEFITS OF INVESTING IN MUTUAL FUNDS?
i) Professional Investment Management
Mutual funds hire full-time, high-level investment professionals funds can afford to do
so as they manage large pools of money the managers have real-time access to crucial market
information and are able to execute trades on the largest and most cost-effective scale.
ii) Diversification
Mutual fund invests in a broad range of securities. This limits investment risk
by reducing the effect of a possible decline in the value of any one security. Mutual fund unit-
holders can benefit from diversification techniques usually available only to investor wealthy
enough to buy significant position in a wide variety of securities, as you would be able to
appreciate by having a look at the sect oral allocation analysis.
iii) Low Cost
A mutual fund lets you participate in diversified portfolio for as little as Rs.
5,000/- and sometimes less, and with a no-load fund, you my little or no sales charges to own
them.
iv) Convenience and flexibility
You own just one security rather than many; yet enjoy the benefits of a diversified
portfolio and a wide range of services. Fund managers decide what securities to trade
20

21. collect the interest payments and see that your dividends on portfolio securities are received
and your rights exercised. It also uses the services of a high quality remains at the top of
our mind.
v) Liquidity
In open –ended schemes, you can get your money back promptly at net asset value
related prices from the mutual fund itself.
vi) Transparency
You get regular information on the value of your investment in addition to
disclosure on the specific investments made.By the mutual fund scheme.
CLASSIFICATION OF MUTUAL FUNDS
Any mutual fund has an objective of earning income for the investors and getting
increased value of their investments. To achieve these objectives, mutual funds adopt different
strategies and accordingly offer different schemes of investments.
There are wide varieties of mutual fund schemes that cater to investor needs, whatever
the age, financial position, risk tolerance and return expectation is .The mutual fund schemes can
be classified according to both their investment objective (like income, growth, tax saving) as
well as the number of units (if these are unlimited then the fund is an open-ended one while if
there are limited units then fund is closed-ended).
21

22. OPEN-ENDED SCHEMES
22
CAPITALISATIONN
Open-ended
Schemes
Close-Ended
Schemes
INVESTMENT
Growth Fund
Growth and
Income Funds
Fixed-income funds
Balanced/Equity
Income Funds
Money Market
Funds Liquid
Specially/Sector
Funds
TYPES OF FUND

23. These funds are sold at the NVA based price; generally calculate on every business
day. These schemes have unlimited capitalization. Open-ended schemes do not have a fixed
maturity i.e. there is no cap on the amount you can buy from the fund and the unit capital can
keep growing. These funds are not generally listed on any exchange.
Open-ended funds are bringing in revival of the mutual fund industry owing to increase
liquidity, transparency and performance in the new open-ended funds promoted by the private
sector and foreign players. Open-ended funds score over close-ended ones on several counts.
Some of these are listed below.
a) Any Time Open:
The issuing company directly takes the responsibility of providing an entry and an
exit. They provide ready liquidity to the investors and avoid reliance on transfer deeds, signature
verification and bad deliveries.
b) Tax Advantages:
Though budget 200 proposals envisage a tax rate of 20% on dividend distribution made by the
Debt Fund, the funds continue to remain attractive investment vehicles. In equity plans there is
no distribution tax.
c) Any time entry option:
An open-ended fund allows one to enter the fund at any time and even to invest at regular
intervals (a systematic investment plan).
CLOSE ENDED SCHEMES
Schemes that have a stipulated maturity period, limited capitalization and the units are listed on
the stock exchange are called close-ended schemes.
These schemes have historical seen a lot of subscription. This popularity is estimated to be on
account of firstly, public sector MUTUAL FUNDS having floated a lot of close-ended income
schemes with guaranteed return and secondly easy liquidity on account of listing on the stock
exchange.
23

24. CLASSIFICATION ACCORDING TO INVESTMENT OBJECTIVES:
Objectives:
Mutual fund have specific investment objective such as growth of capital, safety of principal,
current income or tax-exempt income. In general mutual funds fall into general categories.
* Equity Funds invest in shares or equity of companies.
* Fixed-income funds invest in government or corporate security that offer fixed rates of
return.
* Balanced Funds invest in a combination of both stocks and bonds.
I) Growth Funds
These funds seek to provide growth of capital with secondary emphasis on dividend. They invest
in share with a potential for growth and capital appreciation. Because they invest in well-
established companies where the company itself and the industry in which it operates are thought
to have good long-term growth potential, growth funds provide low current income. Growth
funds generally incur higher risks than income funds in an effort to secure more pronounced
growth.
These funds may invest a broad range of industries or concentrate on one or more industry
sector. Growth funds are suitable for investors who can afford to assume the risk of potential loss
in value of their investment in the hope of achieving substantial and rapid grains.
They are not suitable for investors who must conserve their principal or who must maximize
current income.←
24

25. ii) Growth and Income Funds
Growth and Income Funds seeks long-term growth of capital as well as current income. The
investment strategies used to reach to these goals vary among funds. Some invest in dual
portfolio consisting of growth stock and income stock, or a combination of growth stocks
stock playing high dividend, preferred stocks, convertible securities or fixed-income security
such as corporate bonds and money market instruments .other may invest in growth stocks
and earn current income by selling covered call options on their portfolio stocks.Growth and
income funds have low to moderate stability of principal and moderate potential for current
and growth .They are suitable for investors who also want to maintain a moderate level of
current income.
iii) Fixed-Income funds
The goal of fixed income funds is to provide current income consistent with the preservation
of capital.
These funds invest in corporate bonds or return .Within the fixed –income category, funds
vary greatly in their stability of principal and in their dividend yields .high-yields funds,
which seek to maximize yield by investing in lower-rated bonds of longer maturities, entail
as suitability of principal then fixed, income funds that invest in higher-rated but lower,
yielding securities.Some fixed income seeks to minimize risk by investing exclusively in
securities whose timely payment of interest and principal is backed by the full faith and
credit of the Indian government. Fixes-income funds are suitable for investors who want to
maximize current income and who can assume a degree of capital risk in order to do so.
iv) Balanced
The balanced fund aims to provide both growth and income. These funds invest in both shares
and fixed income securities in the proportion indicated in their offer documents. Ideal for
investors who are looking for a combination of income and moderate growth.
25

26. v) Money Market Funds /Liquid Funds
For the cautions investors, these funds provide a very high suitability of principal will seeking a
moderate to high current income. They invest in highly liquid, virtually risk-free, Sort-term debt
securities of agencies of the Indian Government, banks and corporation and treasury bills
because of their sort-term investment, money market mutual funds are able to keep a virtually
constant unit price, only the yield fluctuates.
Therefore they are an attractive alternative to bank accounts. With yields that are generally
competitive with and usually higher then yields on bank savings account, they offer several
advantages. N/Money can be withdraw any time without penalty.
Although not insure, money market funds invest only in highly liquid, short-term, top-rated
money market instruments.
Money market funds are suitable for investors who want high stability of principal and
current income with immediate liquidity.
vi) Specialty/ Sector Funds
These funds invest in securities of a specific industry or sector of the economy such as health
care, technology, leisure, utilities or precious metals. The funds enable investors to diversity
holdings among many companies within an industry, a more conservative approach then
investing directly in one particular company
Sector funds offer the opportunity for sharp capital gains in cases whre the funds industry
is “infavor” but also entail the risk of capital losses when the industry is out of favor. While
sector funds such as index funds give investors a broadly diversified portfolio and attempt to
mirror the performance of various market averages.
26

27. Index funds generally bury shares in all the companies composing the BSE Sensex or NSE
Nifty or other broad stock market indices they.
They are not suitable for investors who must conserve their principal or maximize current
income.
A summery is presented in the table below of the various funds and their investment objectives.
Scheme
Type
Time
Horizon
Risk
Profile
Typical Investment
Pattern
Objective Open Close Equity
(%)
Debt
(%)
Money Market
inst./Others (%)
Money
market
Yes No Short-term low 0 0-20 80-100
Income Yes Yes Medium-Long
Term
Low to
Medium
0 80-
100
0-20
Growth Yes Yes Long Term High 80-
100
0-20 0-20
Balanced Yes Yes LONG Term High 80-
100
80-
100
0-20
ACHIEVEMENTS
27

28. A wired company along with Reliance, Hll, Infosys, etc by ‘Business Today’, January 2004
edition.
• It was awarded ‘Top Domestic Brokerage House’ four times by Euro and Asia money.
• It was Winner of “Best Financial Website” award.
• India’s most preferred brokers within 5 years. “CNBC Awaaz customers Award 2005”.
LEARNING
28

29. Globalization of the financial market has led to a manifold increase in investment. New markets
have been opened; new instruments have been developed; and new services have been launched.
Besides, a number of opportunities and challenges have also been thrown open. Online share
trading is new to Equity market in India. Mainly two exchanges are involved in online trading in
India BSE & NSE.
The Indian problem:
Some other structural aspects need to be kept in mind while analyzing the e-broking scenario in
India. The breadth of participation in the stock market in India is significantly lower as compared
to western markets with only 12.1 million equity owning households and three million
depository accounts. Brokerage rates in India are significantly lower than US rates, with Indian
brokers charging commissions of 0.5% to 1.25% per trade. For any player, the pricing strategy
for e-broking for the retail segment is as follows: For the cash segment, the brokerage charged
varies from 0.4% to 0.85% based on the volume of trade done per quarter while for the margin
segment; the brokerage charged varies from 0.05% to 0.15% based on the volume of trade done
per quarter. The above charges are inclusive of depository charges and all the other statutory
charges.
AGE :-
29

30. 20-30 18
30-40 7
40-50 20
ABOVE 50 5
INTERPRETATION :- From the above study the result is 18 respondance between 20 – 30 age
, 7 respondance between 30 – 40 age , 20 respondance between 40 – 50 age , and only 5
respondance Above 50 age are the interested in Equity trading in SHAREKHAN . majority
40 – 50 age people are came.
GENDER :-
MALE 36
30

31. FEMALE 14
INTERPRETATION :- From the above study we can clarify that out of 50 , 36 male
respondance and 14 female respondance are doing trading in SHAREKHAN. So we can clarify
that male are more interested compare to female in Equity trading in sharekhan .
OCCUPATION :-
STUDENT 10
PUBLIC SECTOR JOB 8
PVT. SECTOR JOB 9
PROFESSIONAL 7
BUSINESS 12
OTHERS 4
31

32. INTERPRETATION :- From the above study we can see that out of 50 respondance , 10
respondance are students , 8 respondance have public sector job , 9 respondance have pvt. Sector
job , 7 respondance are professionals , 12 respondance are Businessman ,and 4 are related to the
Other work. We can justify that business people are mire interested in equity trading with
SHAREKHAN .
1. ARE YOU AWARE OF ONLINE TRADING ?
YES 47
NO 3
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33. INTERPRETATION :- we can see that out of 50 respondance , 47 respondance
are aware and only 3 respondance are not aware about the online trading.
from the above mention graph we can clearly identify that most of the people are
aware about the online trading.
2. WHAT IS YOUR OPINION ABOUT SHARES ?
It offers an investment facility 14
It make earn quick profit / gain 12
It is a part of an investment 10
It offers easy liquidity 14
33

34. INTERPRETATION :- out of 50 respondance , 14 are belives that shares offer
an investment policy , 12 people are believes that shares are earn quick profit /
gain , 10 are believe that it is a part of an investment , 14 people are believes that
shares are useful for easy liquidity.
3. HOW DID YOU COME TO KNOW ABOUT SHAREKHAN ONLINE
TRADING SHARES ?
Share brocker 12
Friends 5
Bankers 24
Online adv. 9
34

35. INTERPRETATION :- Out of 50 respondance , 12 people got information
about sharekhan from share brockers , 5 people got information about sharekhan
from Bankers ,24 people got information about sharekhan from Friends , 9
people got information about sharekhan from online advertisement . so we can
justify that majority people have got info. From friends and relatives.
4. WHAT IS YOUR OBJECTIVE BEHIND INVESTING IN SHARES ?
Tax saving 10
Earn high dividends 17
Easy liquidity 8
Capital appreciation in the long run 15
35

36. INTERPRETATION :- Out of 50 respondance , 10 are thinks that investing in
share is Tax Saving , 17 are thinks that investing in share is earn high dividend ,
8 are thinks that investing in share is easy liquidity , 15 are thinks that investing
in share is capital appreciation for long term . Most of the people are investing
only for eran high profit / gain .
5. HOW FREQUENTLY YOU INVEST IN SHARES ?
Monthly 22
Every 3 months 8
Every 6 months 9
36

37. Others 11
INTERPRETATION :- Out of 50 respondance , 22 people are invest in shrares
Monthly, 8 people are invest in shrares Every 3 month , 9 people are invest in
shrares Every 6 month , 11 people are invest in shrares others.
6. HOW MUCH RISK CAN YOU TAKE AT A TIME ?
Whole money 5
Half money 7
Depends on market 11
On particular brand only 10
Can’t say 17
37

38. INTERPRETATION :- Out of the 50 people , 5 people are take risk on whole
money , 7 people are take risk on Half money , 11 people are take risk on the
depends on market , 10 people are take risk on a particular brand only , 17 people
are take risk for them Can’t say.
7. Have you ever felt dissatisfied with any of the services of our company Sharekhan
?
Slow operation 15
Delayed correspondence 17
Inaccessibility to the service centre 7
38

39. Fund transfer facility 11
INTERPRETATION :- out of the 50 respondance 15 people are dissatisfy with
services of sharekhan is Slow operation , 17 people are dissatisfy with services of
sharekhan is Delayed operation , 7 people are dissatisfy with services of
sharekhan is inaccessibility to the service centre, 11 people are dissatisfy with
services of sharekhan is Fund transfer facility .
8. Are you satisfied by the brokerage charges of transactions when compared to
other competitors in the market?
Highly satisfied 7
Satisfied 12
Moderate 9
Dissatisfy 7
Highly dissatisfy 15
39

40. INTERPRETATION :- Out of 50 respondance , 7 are Highly satisfied with
Brockrage of Sharekhan , 12 are satisfied with Brockrage of Sharekhan , 9 are
remain Moderate with Brockrage of Sharekhan , 7 are Dissatisfied with Brockrage
of Sharekhan , 15 are Highly Dissatisfied with Brockrage of Sharekhan .
9. Are you satisfied by the options BTST/DELIVERY (buy today sell tomorrow)
provided by the company ?
Yes 40
No 10
40

41. INTERPRETATION :- Out of 50 respondance , 40 people are satisfied by the
options BTST/DELIVERY (buy today sell tomorrow) , 10 Dissatisfied by the
options BTST/DELIVERY (buy today sell tomorrow) .
10. Are you aware of the absence of AMC (Annual maintenance charges) with
reference to Sharekhan ?
Yes 50
No 0
41

42. INTERPRETATION :- Out of 50 respondance all 50 are aware about the
AMC .
11. Are you aware of TRADE TIGER software, which is being used for the online
transactions ?
Yes 47
No 3
42

43. INTERPRETATION :- From the 50 respondance 47 are aware about the
TRADE TIGER , only 3 are not aware .
12. Are you satisfied by the overall services provided by Sharekhan ?
High satisfied 7
Satisfied 7
Moderate 14
Dissatisfied 13
Highly dissatified 9
INTERPRETATION :- services From the 50 respondance , 7 are Highly
satisfied by the overall services provided by Sharekhan , 7 are Satisfied by the
overall services provided by Sharekhan , 14 are Moderate by the overall services
provided by Sharekhan , 13 are Dissatisfied by the overall provided by
Sharekhan , 9 Highly dissatisfied by the overall services provided by Sharekhan .
43

44. In the prevailing competitive environment existing in the share industry, the market potential
and promotional strategy is changing from time to time. So there is a need to analyze the market
efficiency and promotional strategy prevailing in the market
For the development of SHAREKHAN .
It is found from the study customer awareness toward SHAREKHAN in different aspects are as
follows:
1. AGE wise highest people comes between the age of 40 – 50 i.e. 20 .
Second highest 20 – 30 i.e. 18.
2. As SHAREKHAN deals with online shares, 47 of the customers are aware
of the online shares and 3 of the respondents are not aware of online
shares.
3. out of 50 respondance , 14 are belives that shares offer an investment
policy , 12 people are believes that shares are earn quick profit / gain , 10
are believe that it is a part of an investment , 14 people are believes that
shares are useful for easy liquidity.
4. Maximum no. of customers got knowledge about SHAREKHAN through
Friends that is 24 , next to that they come to know through the Share
Brokers that is 12 and rest of the customers through Online adv. and
bankers.
5. Majority of the customers main objective is to invest in shares is earn high
returns that is 17 , easy liquidity around 8 , 10 of the respondents invest
because of the tax-saving rest to 15 capital appreciation in long run. So
over all result is people invest shares only for earning high dividends and
Capital appreciation for long term .
6. Around 8 of the customers invest shares in the time gap within 3 months.
22 of the customers invest Monthly . it is the major in numbers .
44

45. 7. When we talk about risk taking , 11 people are take risk on the depends on
market , 10 people are take risk on a particular brand only , 17 people are
take risk for them Can’t say.
8. 15 of the customers feels slow operations, inaccessibility to the service
centre and fund transfer facility and 7 very few customers are dissatisfied
for their delayed correspondence.
9. The brokerage charges are highly Dissatisfied by 15 of the customers, 7
says dissatisfied, 9 are moderate and 12 are satisfied. Only 7 of the
customers say Highly satisfied so almost 70% of them are Highly
Dissatisfied with the brokerage charge.
10. 40 of the customers are satisfied with the BTST provided by the
company; only few customers that are 10 are not satisfied and said no.
11. AMC’s absence in the company is aware to all 50 of the customers and
not aware that is 0 .
12. Company’s TRADE TIGER software used for online transaction is aware
to 47 of the customers and only few, 3 are not aware.
SUGGESTIONS
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46. From the analysis of the survey and personal observation of the customer towards the
awareness of the share and the share company SHAREKHAN . Lots of experience gained from
the survey. This will help the company to survive in the market and also improvise their market
potential in the current competitive environment. With this the company should take immediate
steps to improve the nature of the business.
From the survey : -
1) Try to encourage people wo comes between the age group of 30 – 40. They are very less
in number.
2) Most of the customers got information about the company only through the Friends . The
company should take necessary steps to concentrate on the advertisements. Through they
are advertising online, it is necessary to advertise in TV, radio, presses; only when they
give these kinds of advertisements they can get lots of customers. Also they have to go
for boarding, which can be viewed by everyone passing by.
3) It was found that maximum no of customer is investing in shares after a time gap of 3
months. The company should explain the benefits of intraday (buy today and sell today)
operations certain customers invest in shares with a long term on capital apperceptions.
The benefits of short term trading can be explained to the customers so that they may be
persuaded to go in for the same.
4) There is a unfavorable feedback from the customers about brokerage charges as per
transactions. . The company should take necessary steps to concentrate on the Brockrage
charges according to competitiors .
5) Many of the customers are not aware of my broker software. This usefulness should be
explained to them.
46

47. 6) Customers with money to invest may be living in isolated areas with no proper telephone
or computer facility, the company may think of deputing relationship managers to help
the customers through proper guidance and by passing on relevant information.
7) More number of customers are dissatisfied with slow operation and delay operation of
transaction , so it is advisable to take some steps for that .
47

48. LIMITATIONS
Share trading as a whole is now considered as a specific sources of investment. With the
advent of new online based trading customers are very much satisfied. Share trading industry has
reviewed up its standards once again investment centers.
It can be explicitly noted from the project that the awareness level are high with the
present youngsters and the middle-aged group which can be observed as a positive sign for the
growth of the industry. The effectiveness of the other supporting instrument
like client relationship can be further improved so that the impact will be high.
It doesn’t end at just opening the demat account but the actual implementation is
considered with the customer related services. The customer should be updated on recent trends
market news and the value of the investment that increases their satisfaction and awareness and
trust on the company.
48

49. REFERENCES
o Previous project reports
o News Papers
o Sharekhan’s brochurs
o Sharekhan’s value Guide
49

50. BIBLIOGRAPHY
 www.sharekhan.com
 www.economictimes.com
 www.moneycontrol.com
 www.bseindia.com
 www.nseindia.com
 www.sebi.gov.in
 www.investors.com
 www.investopedia.com
50

51. QUESTIONNAIRE
Name:
Age: a) 20 – 30 b) 30 – 40 c) 40 – 50 d) above 50
Sex: a) Male b) Female
Occupation: a) student b) Pubic sector c) Professional
d) pvt. Sector employee e) Investor in stock market
1. Are you aware of online trading?
a) Yes b) No
2. What is your opinion about shares?
a) Shares offer an investment opportunity
b) Shares make earn quick profit/ gain
c) Share is a part of an investment
d) Shares offer easy liquidity
3. How did you come to know about Sharekhan online trading share?
a) Share broker b) Bankers
c) Friends d) Online Advertisement
4. What is your objective behind investing in shares?
a) Tax saving
b) Earn high dividends
c) Easy liquidity
d) Capital appreciation in the long run
5. How frequently you invest in shares?
a) Monthly b) Every 3 months c) Every 6 months d) Others
51

52. 6. How much risk can you take at a time?
a) your whole money b) Half of money c) Depends on market d) on particular
brand only e) can’t say
7. Have you ever felt dissatisfied with any of the services of our company Sharekhan ?
a) Slow operation b) Delayed correspondence
c) Inaccessibility to the service centre d) Fund transfer facility
8. Are you satisfied by the brokerage charges of transactions when compared to other
competitors in the market?
a) Highly satisfied b) Satisfied c) Moderate
d) Dissatisfied e) Highly dissatisfied
9. Are you satisfied by the options BTST/DELIVERY (buy today sell tomorrow) provided by the
company?
a) Yes b) No
10. Are you aware of the absence of AMC (Annual maintenance charges) with reference to
Sharekhan ?
a) Yes b) No
11. Are you aware of TRADE TIGER software, which is being used for the online transactions?
a) Yes b) No
12. Are you satisfied by the overall services provided by Sharekhan ?
a) Highly satisfied b) Satisfied c) Moderate d) Dissatisfied e) Highly
dissatisfied
52