Brand awareness

ABSTRACT
Brand awareness, as one of the fundamental dimensions of brand equity, is
often considered to be a prerequisite of consumers‟ buying decision, as it represents
the main factor for including a brand in the consideration set. Brand awareness can
also influence consumers‟ perceived risk assessment and their confidence in the
purchase decision, due to familiarity with the brand and its characteristics. On the
other hand, brand awareness can be depicted into at least two facets – unaided (brand
recall) and aided (brand recognition) – each of the two facets having its more or less
effective influence on buying decision and perceived risk assessment.
Creating brand awareness with the use of advertising, promotion event
management etc. A different brand has different kind of awareness which retains
recognition. Brand awareness satisfies a need of the consumer. A consumer as aims,
ambitions, motivation drives and desire. Consumer feels more powerful when he uses
the brand. Satisfactions or preference for a brand shows how loyal the consumer is
likely to be brand. In today‟s competitive business scenario where every companies
product is competing with each other retaining loyal customer is an essence for which
increasing the level of brand awareness is very vital.
The main purpose of investment is returns and liquidity, commodity market is
less preferred by investors due to lack of awareness. The major findings of this study
are that people are interested to invest in stock market but they lack knowledge.
Research was carried out to find out the brand awareness of online trading firms with
special reference to Angel Broking Ltd., as well as to find out the preferred brokerage
house by people. Research was also carried to figure out what people prefer while
investing in stock market.
This project aims to analyze the brand awareness of different stock brokers on
the basis of their services, products, growth, and their subsidiaries. Because
Stockbrokers are one of the main participants in stock exchanges worldwide, they
often act as an agent for their clients, making trades on their behalf. They also act as
advisors, providing suggestions to their clients on what stocks to buy and sell.

CONTENTS
Chapter No. Name of the concept Page No.
I
Introduction
Need of the study
Objectives of the study
Scope of the study
Methodology of the study
Limitations of the study
II Review of Literature
III Industry Profile
IV Company Profile
V Data analysis and interpretation
VI Findings, Suggestions and Conclusion
VII Bibliography

INTRODUCTION
The Americans marketing Association defines brand as “a name, term, sign,
symbol, or design, or a combination of them, intended to identify the goods or service
of one seller or group of seller and to differentiate them from those of competitors”.
Companies need to research the position their brand occupies in the
customer‟s minds. According to Kevin Keller, “what distinguished a brand from its
unbranded attribute and how they perform ultimately, a brand resides in minds of
consumers”.
Brand awareness is the level of brand recognition that consumers have about a
particular brand and its specific product category .Brand awareness has recently
gained importance. consumers are willing to purchase the branded products as they
have been positioned very strongly in their mind .media has enabled the consumers
to gain information about the various available brands and hence has increased
consumerism. Marketer have been able to place their brand so strongly which has
resulted in converting the top of mind choice to the top of purchase .hence brand
awareness has played a very significant role in today‟s modern context.
The importance of brand awareness has been on a hike because of many
possible reasons. Increasing disposable income has converted the concept of brand
awareness to most important factor while purchasing people willing to spend high
amount on brands are well aware of its importance. Social relationships and a feeling
of inferiority also prove to be the important factors another can be quality, because
few people are highly quality seekers and hence brand awareness plays a vital role.
A traditional definition of a brand is: “the name, associated with one or more
items in the product line that is used to identify the source of character of the item”.
Before the shift in focus towards brands and the brand building process, the brand has
been treated as an off-hand fashion as a part of the product mentions branding as “a
major issue in product strategy”. As the brand was only part of the product, the
communication strategy worked towards exposing the brand and creating brand
image.

The challenge today is “to create a strong and distinctive image” concerning
the brand management process related to the function of a brand as an identifier
discuss the traditional branding model where a brand management team was
responsible for creating and coordinating the brand‟s management program. In this
situation, the brand manager was not high in the company‟s hierarchy; his focus was
the short-term financial results of single brands and single products in single markets.
The basic objective was the coordination with the manufacturing and sales
departments in order to solve any problem concerning sales and market share. With
this strategy the responsibility of the brand was solely the concern of the marketing
department. In general, most companies thought that focusing on the latest and
greatest advertising campaign meant focusing on the brand.

OBJECTIVES OF THE STUDY
 The primary objective is to study the customer‟s brand awareness towards
Angel Broking‟s online trading services.
 To analyze the brand awareness of different stock trading firms with special
reference to Angel Broking Ltd.
 To identify which promotional tool is effective to increase the awareness level
among the people
 The effectiveness or ineffectiveness of brand awareness on consumer
behavior.
 To know how to maintain and improve brand awareness and to build brand
loyalty.
SCOPE OF THE STUDY
The study is conducted to know the importance of brand awareness in promoting the
products and services of Angle Broking. The study covers the effectiveness of brand
awareness on trading companies with special reference to Angel Broking Ltd.

RESEARCH METHODOLOGY
1. RESEARCH DESIGNS
There are generally three categories of research based on the type of
information required, they are
1. Exploratory research
2. Descriptive research
3. Casual research
The research category used in this project is descriptive research, which is
focused on the accurate description of the variable in the problem model.
2). DATA COLLECTION METHOD
Primary data:
It is collected through the questionnaire, a formalized instrument of asking
information directly from respondent demographic characteristics, attitude, belief and
feelings through personal contracts. Structured and on disguised from of
questionnaire is used and consists of multiple choice questions.
Secondary data:
Internal secondary data about the Creamline Dairy included formal data,
which is generated within the organization itself, were obtained through concerned
head in the organization
External secondary data generated by source the organization was used such
as public available data provided by the reports of the companies. All this information
is of great importance and conceptualizes and illuminates the core of the study.

3). SAMPLE DESIGN
a) Sampling unit: the study is directed towards the customers & employees
b) Sample size: 50.
4). DATA ANALYSIS
Simple analysis method is followed for analyzing the data pertaining to different
dimensions of employees. Simple statistical data like percentage are used in the
interpretation of data pertaining to the study. The results are illustrated by means of
bar charts.
LIMITATIONS
The study covers the Hyderabad only and due to the limited sample size, the
facts relabeled in the study may not generalize.
While calculating the percentages, approximations are made to the nearest
figures, for convenience of understanding.
As the employees are busy in their works, limited opinions are collected.
As the project duration is limited to 45days it is difficult to cover more
customers

CHAPTER II - REVIEW OF LITERATURE

Branding:
How do you “BRAND” a product? Although firms provide the impetus to
brand creation through marketing programs and other activities, ultimately a brand is
something that resides in the mind of the consumers. A brand is a perpetual identity
that is rooted in reality but reflects the perceptions and perhaps even the ultimate
choice of the consumers. Branding is endowing products and services with the power
of brands. To brand a product, it is necessary to teach the consumers “who” the
product-by giving a name. Branding involves creating mental structures and helping
consumers organize their knowledge about products and services in a way that
clarifies their decision making and in process provides value to the firm.
Branding can be applied virtually anywhere a consumer has a choice. It is possible to
brand:
A physical good (Nestle soup, Pantene shampoo or Maruti Swift),
A service (Kingfisher Airlines, TATA AIG medical insurance),
A store (Big Bazaar, BATA stores,etc),
A place (The state of Kerala, Pushkar Mela),
A person (Shahrukh Khan, Sachin Tendulkar),
An organization (UNICEF or BCCI),
Brand is the proprietary visual, emotional, rational, and cultural image that you
associate with the company or a product. When you think of Volvo, you think of
safety. When you think of Nike, you think of Michael Jordon or „Just Do It‟. When
you think of IBM, you think of „Big Blue‟. The fact that you remember the brand
name and have positive associations with that brand makes your product selection
easier and enhances the value and satisfaction you get from product.
While Brand X cola or even Pepsi-Cola may win blind taste tests over Coca-Cola,
the fact is that more people buy Coke than any other Cola. The fond memories of
childhood and refreshment that people have when they drink Coke is often more

important than a little bit better cola taste. It I this emotional relationship with brands
that make them so powerful.
Purpose of Branding:
The purpose of branding is to create a powerful and lasting emotional
connection with customers and other audiences. A brand is a set of elements or
“brand assets” that in combination create a unique, memorable, unmistakable, and
valuable relationship between an organization and its customers. The brand is carried
by a set of compelling visual, written and vocal tools to represent the business plan
and intentions of an organization.
Branding is the voice and image that represents your business plan to the
outside world. What your company, products and services stand for should all be
captured in your branding strategy, and represented consistently throughout all your
brand assets and in your daily marketing activities
The brand image that carries this emotional connection consists of the many
manageable elements of branding system, including both visual image assets and
language assets. The process of managing the brand to the business plan is important
not only in “big change situation” where the brand redefinition is required, but also in
the management of routine marketing variables and tactics. This does not have to be a
“ground-up” situation where there are wholesale changes to the business. Rather it is
more common that specific changes to the changes to the business plan are
incremental and the work of the brand strategist and designer is to interpret these
changes and revise the branding strategy and resulting brand assets and define their
use in the full range of marketing variables.
Brand Identity:
ADD THE INFORMATION I HAVE GIVEN TO YOU

Brand Effectiveness:
With an increase in global competition, branding has become a source of
competitive advantage. In rapidly evolving market for consumer, and industrial
products and services, the source of next generation competency will be branding. In
this briefing we demonstrate how to calculate the brand strength, the price premium
associated with the products categories, and type of customers attracted to the
“Premium Products”. Marketers who match their brand with customers needs will
have a sustainable competitive advantage.
Measuring Brand Effectiveness:
There are many metrics to measure the potential of and actual effectiveness of
brands. The simplest way is to apply the concept of what we call the 4 D‟s of
Branding; differentiation, distinctiveness, defendable, digit-able.
Distinctiveness: your brand should be distinct when compared to your
competitors and to all spoken and visual communications to which your target
audiences will be exposed. The more unique and distinct your
communications, the wider the filed of effective competitive strength it will
have. There are simple means to apply to test the distinctiveness of your
brand.
Differentiation: the brand strategy and brand assets must set you‟re offering
apart and clearly articulate the specific positioning intent of your offering.
Defendable: you will be investing in creating your brand assets and in all
cases your brand must have proprietary strength to keep others from using
close approximations. This applies to your trade names and other proprietary
words as well as to your logos, symbols and other visual assets.
Digit-able: in most businesses there is strong and growing element of
electronic communications and commerce that dictate all brand assets be
leveraged effectively in tactile and electronics form. This goes for all brand
assets.

Brand and Reputation:
A brand exists in the mind, or not at all. The mind it exists in may be that of a
customer, a potential customer, an interested observer, a disinterested observer... or
almost anybody.
Awareness of a brand may be irrelevant to any purchasing decision that an
individual may make. People are aware of the Mercedes car brand, but cannot
envisage any circumstance under which they would (could!) buy a Mercedes. They
are aware of Marlboro (and scores of other cigarette brands) but as a non-smoker they
will never convert their awareness into purchase.
The Brand:
To any individual a brand (in his mind) is a complex combination of
experiences, beliefs, perceptions and associations that have grown up over time. For
example Coca-Cola is a company brand, a product brand, a service brand and a brand
with a long history. It is a brand which may represent (to any one individual)
diversity, internationality, technical excellence, financial strength etc. etc. It may also
mean insensitivity, environmental pollution, abuse of power and other negative
perceptions.
Perceiving the Brand:
An individual builds up his perceptions of a brand via a wide range of
communications channels. They are as follows:
Experience: The most powerful influence is experiential. This is when the
individual actually has a "Brand experience". The most obvious are:
 He visits a McDonald‟s restaurant or a Shell petrol station.
 He buys a Coca-Cola branded product or service.
 He views a Coca-Cola bottler's facility.
 He visits a corporate website.
 He attends an interview at the company.

 He contacts the company office for information.
 He meets an employee of the company.
 He buys a share in the company, etc.
Advertising: Over time an individual who lives in a country in which the
company/brand is active, or travels to one on business or vacation, will be
exposed to their advertising. This advertising may be in a wide range of
media:
 TV commercials for products and services
 Recruitment ads inviting employment applications
 "Corporate" TV commercials promoting the company's "reputation"
 Web based advertising
 An ad for the company‟s branded products or services in a wide
variety of print media.
 Billboards on highways
 Radio
 Point of sale etc.
Media Reports and Stories: Individuals will be exposed to a wide variety of
reports about companies in the media (print and broadcast) where the editorial
content is only partly influence able by the company (in some cases) or not at
all (in most cases). These stories will come from a variety of primary and
secondary sources: -
 Press releases
 Press conferences
 Reporting of "events"
 Investigative journalism

 Stories passed to the media by third parties (Non governmental
organizations etc.)
Professional/Business Interest: For some individuals to interface
professionally, or from a specific business need, with famous companies (or to
observe them) is part of their job. They will usually procure their information
from a variety of sources and via a variety of channels of communication.
These individuals have a special interest in the companies and they include: -
 Financial analysts and journalists with an interest in share performance
 Existing or potential suppliers of products and services
 Existing or potential industrial/commercial customers
Building the Brand
The art of marketing is largely art of brand building. When something is not a
brand, it will probably be viewed as a commodity. Then price is the thing that counts.
When price is the only thing that counts then the low cost producer wins. But just
having a brand is not enough. What does the brand name mean? What associations,
performances and expectations does it evoke? What degree of preferences does it
create?
Choosing a Brand Name:
A brand name first must be chosen then its various meanings and promises
must be built up through brand identity work. In choosing a brand name, it must be
consistent with the value positioning of the brand. In naming a product or service the
company may face many possibilities: it could choose name of the person (Honda,
Calvin Klein), location (American airlines), quality (Safety stores, Healthy choice), or
an artificial name (Exxon, Kodak).
Some of the Desirable qualities of a Brand Name:
It should suggest something about the product benefits.
It should suggest product qualities such action or color

It should be easy to pronounce, recognize and remember; short names help a
lot to recognize the product to the customers.
It should be distinctive.
It should not carry poor meanings in other countries and languages etc.
Building Positive Associations:
In trying to build a rich set of positive associations for a brand, the brand builder
should consider five dimensions that can communicate meaning:
Attributes: A strong brand should trigger in buyers mind certain attributes.
Thus a Mercedes automobile attributes a picture of well-engineered car that is
durable, rugged and expensive. If a car brand does not trigger any attribute,
then it would be a weak brand.
Benefits: A strong brand should suggest benefits, not just features. Thus
Mercedes triggers the idea of well performing car that is enjoyable to drive
and prestigious to own.
Company Values: A strong brand should connote values that the company
holds. Thus Mercedes is proud of its engineers and engineering innovations
and is very organized and efficient in its operations. The fact that it is a
German company adds more pictures in the mind of the buyers about the
character and the culture of the brand.
Personality: A strong brand should exhibit some personality traits. Thus if
Mercedes were a person we would think of someone who is middle age,
serious, well-organized and somewhat authoritarian. If Mercedes were an
animal we might think of lion or its implied personality.
Users: A strong brand should suggest the type of people who buy the brand.
Thus we would expect Mercedes to draw buyers who are older, affluent and
professional.

Choosing Brand Elements:
Brand elements are those trademarks devices that serve to identify and
differentiate the brand. Most strong brands employ multiple brand elements. Nike has
distinctive “swoosh” logo, the empowering “Just Do It” slogan and the mythological
“Nike” name based on the winged goddess of victory.
Brand element can be chosen to build as much as brand equity as possible.
The test of the brand building ability of these elements is what consumers think or
feel about the product if they only knew about the brand element. A brand element
provides positive contribution to brand equity.
Brand Element Choice Criteria
There are six criteria in choosing brand element. The first three can be
characterized by brand building in terms of how brand equity can be build through
judicious choice of brand element. The latter three are more defensive and are
concerned with how the brand equity contained in the brand element can be leveraged
and preserved in the face of various opportunities and constraints.
Memorable: How easily is the brand element recalled? How easily
recognized? Is this true at both purchase and consumption? Short brand name
like tide, Nike can help.
Meaningful: To what extent is brand element credible and suggestive of the
corresponding category? Does it suggest something about a product ingredient
or a type of person who might use the brand?
Likeability: How aesthetically appealing does consumers find the brand
element? Is it inherently likeable visually, verbally, and in other ways?
Concrete brand names such as Wheel, Sunsilk etc evoke much imagery.
Transferable: Can a brand element be used to introduce new products in the
same or different categories? To what extent does the brand element add to
brand equity across geographic boundaries and market segments?

Adaptable: How adaptable and updatable is the brand element? Betty corker
received 8 makeovers through the years-although she is 75 yrs old, she
doesn‟t look a day over 35.
Protectable: How legally protectable is the brand element? How
competitively protectable? Can it be easily copied? It is important that names
that become synonymous with product categories such as Kleenex, Xerox,
Jell-O, etc retain their trademarks rights and not become generic.
Brand elements can play a number of roles. If consumers do not examine much
information in making their product decisions, brand elements should be easily
recognized and recalled and inherently descriptive and persuasive. Memorable or
meaningful brand elements can reduce the burden on marketing communications to
build awareness and link brand associations. The different associations that arise from
likeability and appeal of the brand elements may also play a critical role in the equity
of brand.
Brand Equity as Brand Value:
Brand value involves actually placing a dollar or rupee value on a brand name.
The reasons for doing this are usually to set a price when the brand is sold and also to
include the brand as an intangible asset on a balance sheet (a practice which is not
used in some countries). While there are many methods for making this measurement,
some of which will be described shortly, it is important to note that there is a
significant difference between an "objective" valuation created for balance sheet
purposes, and the actual price that a brand may get when sold?
A brand is likely to have a much greater value to one purchaser than another
depending on the synergy that exists. For acquisitions, the value of a brand to a
certain purchaser is often estimated through scenario planning. This involves
determining what future cash flows the company could achieve if it owned and took
advantage of the brand.

Brand Equity as Brand Loyalty:
Loyalty is a core dimension of brand equity and is a way to gauge the strength of
a brand. It represents a barrier to entry, a basis for a price premium, and time to
respond to competitive innovations. The variety of measures used for brand loyalty
usually is a combination of one or more of the following:
Price/demand measures-focus on a brand's ability to command a higher price
or make consumers less sensitive to price increases than price increases for
competing brands.
Behavioral measures-focus on consumers' behavior.
Attitudinal measures-focus on general evaluative measures such as 'liking' or
'disliking.'
Awareness measures-focus on identifying a brand as being associated with a
product category.
Brand Loyalty and Equity refer to the notion that some brands are "stronger"
or better than others.
Brand Equity as Brand Description
Brand description, the final component of brand equity, concerns the actual
attributes of the brand. These attributes or associations are major creators of brand
loyalty. A wide variety of techniques exist for matching consumer associations with
perceptions of a brand. These techniques can be both qualitative and quantitative.
They work by getting the respondent to link each brand with pictures or words. These
attributes then can be measured with multi-dimensional scaling to position the
attributes relative to one another.

Qualitative Measures of Brand Equity:
The Brand Equity Ten are ten sets of measures grouped into five categories,
which attempt to gauge the strength of a brand. The first four categories represent
customer perceptions of the brand along the four dimensions of brand equity- loyalty,
perceived quality, associations and awareness. The fifth includes two sets of market
behavior measures.
Loyalty
Price Premium: A basic indicator of loyalty is the amount a customer will pay
for a product in comparison to other comparable products. A price premium
can be determined by simply asking consumers how much more they would
be willing to pay for the brand.
Customer Satisfaction: A direct measure of customer satisfaction can be
applied to existing customers. The focus can be the last use experience or
simply the use experience from the customer's view.
Perceived Quality and Leadership Measures
Perceived Quality: is one of the key dimensions of brand equity and has been
shown to be associated with price premiums, price elasticities, brand usage
and stock return. It can be calculated by asking consumers to directly compare
similar brands.
Leadership/Popularity: has three dimensions. First, if enough consumers are
buying into the brand concept it must have merit. Second, leadership often
taps innovation within a product class. Third, leadership taps the dynamics of
consumer acceptance. Namely, people are uneasy swimming against the tide
are a likely to buy a popular product. This can be measured by asking
consumers about the product's leadership position, its popularity and its
innovative qualities.

Associations/ Differentiation Measures
Perceived Value: This dimension simply involves determining whether the
product provides good value for the money and whether there are reasons to
buy this brand over competitive brands.
Brand Personality: This element is based on the brand-as-person perspective.
For some brands, the brand personality can provide links to the brands
emotional and self-expressive benefits.
Organizational Associations: This dimension considers the type of
organization that lies behind the brand.
Awareness Measures
Brand awareness: reflects the salience of the product in the consumer's mind
and involves various levels including recognition, recall, brand dominance,
and brand knowledge and brand opinion.
Market Behavior Measures
Market Share: The performance of a brand as measured by market share often
provides a valid and dynamic reflection of the brand's standing with
customers.
Price and Distribution Indices: Market share can prove deceptive when it
increases as a result of reduced prices or promotions. Calculating market price
and distribution coverage can provide or more accurate picture of the
product's true strength. Relative market price can be calculated by dividing the
average price at which the product was sold during the month by the average
price at which all the brands were sold.
Managing Brand Equity:
ADD BRAND EQUITY DIAGRAM AND EXPLANATION

Branding benefits buyers as well as sellers in the following manner:
To Buyer:
Help buyers identify the product that they like/dislike.
Identify marketer
Helps reduce the time needed for purchase.
Helps buyers evaluate quality of products especially if unable to judge
products characteristics.
Helps reduce buyers‟ perceived risk of purchase.
Buyer may derive a psychological reward from owning the brand, i.e., Rolex
or Mercedes.
To Seller:
Differentiate product offering from competitors
Helps segment market by creating tailored images, i.e., Contact lenses
Brand identifies the companies‟ products making repeat purchases easier for
customers.
Reduce price comparisons
Brand helps firm introduce a new product that carries the name of one or more
of its existing products...half as much as using a new brand, lower co. designs,
advertising and promotional costs. Example, BPL telephones.
Easier cooperation with intermediaries with well known brands
Facilitates promotional efforts.
Helps foster brand loyalty helping to stabilize market share.
Firms may be able to charge a premium for the brand.

CHAPTER III - INDUSTRY PROFILE

INDUSTRY PROFILE
HISTORICAL BACKGROUND
The stock market provides a market place for the purchase and sale of
securities evidencing the ownership of business debt. Stock Exchanges are the most
perfect type of market securities whether of Government or Semi-Government bodies
or other public bodies as also for shares and debentures issued by the joint stock
companies.
CAPITAL MARKET
Classification of Financial Markets:
ADD THE DIAGRAM OF CLASSIFICATION OF FINANCIAL MARKETS

Primary Market (New Issue Market)
This method includes the data collected from the personal discussions
with the authorized clerks and members of the Exchange. The primary market
provide channel for sale of new securities primary market provide opportunity to
issue of securities.
Secondary Market:
The secondary collection method includes the lectures of the superintend
of the Department of Market Operations, EDP etc, and also the data collected from
the News, Magazines of the NSE, HSE and different books issue of this study.
STOCK MARKETS OF INDIA
The origin of the stock market commences from the last quarter of
18th century when long term securities representing property or promises to pay were
first issued and made transferable. The real beginning occurred in the middle of the
19th century after the enactment of the company‟s act 1850 which introduced the
feature of limited liability and generated investor‟s interest in corporate sector. From
1850 to 1865 there was arise of power of the brokers. The broking business proved to
be profitable. This has lead to the increase in number of brokers to 60. An important
event in the development of stock market in India was the formation of Native share
and Stock brokers association in Bombay in 1875. This was the followed by the
formation of associations in Ahmedabad (1894), Calcutta (1908) and Madras (1937).

HISTORY OF STOCK EXCHANGE
The only stock exchanges operating in the 19th
century were those of
Bombay set up in 1875 and Ahmedabad set up in 1894. These were organized as
voluntary non profit-making association of brokers to regulate and protect their
interests. Before the control on securities trading became central subject under the
constitution in 1950, it was a state subject and the Bombay securities contracts
(control) Act of 1925 used to regulate trading in securities. Under this act, the
Bombay stock exchange was recognized in 1927 and Ahmadabad in 1937.
During the war boom, a number of stock exchanges were organized in
Bombay, Ahmedabad and other centers, but they were not recognized. Soon after it
became a central subject, central legislation was proposed and a committee headed by
A.D. Gorwala went into the bill for securities regulation. On the basis of the
committee‟s recommendations and public discussion, the securities contracts
(regulation) Act became law in 1956.
DEFINITION OF STOCK EXCHANGE:
“Stock exchange means anybody or individuals whether incorporated or not,
constituted for the purpose of assisting, regulating or controlling the business of
buying, selling or dealing in securities”.
It is an association of member brokers for the purpose of self-regulation and
protecting the interests of its members.
It can operate only if it is recognized by the Government under the securities
contracts (regulation) Act, 1956. The recognition is granted under section 3 of the Act
by the central government, Ministry of Finance.
BYLAWS:
Besides the above act, the securities contracts (regulation) rules were also
made in 1975 to regulative certain matters of trading on the stock exchanges. There
are also bylaws of the exchanges, which are concerned with the following subjects.
Opening / closing of the stock exchanges, timing of trading, regulation of
blank transfers, regulation of Badla or carryover business, control of the settlement
and other activities of the stock exchange, fixating of margin, fixation of market

prices or making up prices, regulation of Taravani business (jobbing), etc., regulation
of brokers trading, brokerage chargers, trading rules on the exchange, arbitrage and
settlement of disputes, settlement and clearing of the trading etc.
STOCK EXCHANGES :
At present there are 27 stock exchanges recognized under the securities
contracts (Regulation) act 1956.
CITY YEAR OF
ESTABLISHMENT
TYPE OF
ORGANIZATION
YEAR OF
RECOGNITION
Bombay 1875
Voluntary nonprofit
making Association
1957
Kolkata 1908
Public limited
company
1980
Madras 1937
Company limited by
guarantee
1982
Ahmedabad 1894
Voluntary nonprofit
making Association
1982
Delhi 1947
Public limited
company
1982
Hyderabad 1943
Company limited by
guarantee 1983

SECONDARY MARKET
The segment of secondary market is a place where scripts are traded to
provide liquidity to scripts which were issued in the primary market. Thus the growth
of the secondary market is very much dependent upon the primary market. The more
the number of companies enters the primary market the greater is the volume trade at
the secondary market. The trading activities in the secondary market is done through
the recognized stock exchange i.e. ICSE (inter connected stock exchange of India) is
yet to make its beginning shortly. Mainly the secondary market operations involved
in buying and selling of securities on the stock exchange through its members the
companies hitting the primary market are mandatory including a regional stock
exchange. The following intermediaries are involved in the secondary market.
1. Members I broker of a stock exchange i.e., for buying and selling of scripts.
2. Portfolio Manager.
3. Investment Manager.
4. Transfer Agent.
SEBI has issued several guidelines and regulations on secondary market,
conduct and registration of brokers, portfolio managers. SEBI has taken several steps
to control and regulate the secondary market in India which includes expansion of
stock exchange centers and their integration, improvement in trading system and
settlement procedures. Registration of brokers, sub-brokers prohibition of insider
trading, transparency in trading activities, eligibility norms of membership, capital
adequacy norms, margins. Further mutual funds have also been brought under the
purview of the SEBI.

DEVELOPMENTS IN SECONDARY MARKET
1. SEBI has issued Capital Adequacy Norms for brokers consisting of base
Minimum Capital, Additional capital related to volume of business.
2. NSE was incorporated to compete with other stock exchanges which went
fully automated and available to a common investor by means of terminals
spreading all over the country.
3. Circuit Breakers system was introduced at Mumbai stock exchange and other
exchanges to stop trading in particular scrip fluctuating beyond 8% in some
scripts for the previous day‟s closing prices.
4. OTCEI was permitted to trade in unlisted scripts, hut listed on Mumbai stock
exchange along with debentures.
5. Apart from this, Odd Lot trading sessions was separated to ensure trading in
odd lots conveniently. Brokers were advised to keep separate accounts for
clients and not to touch the funds of clientele sale realizations.
6. Forward trading was banned from 15th march 1994.
7. Capital gain Tax Rules were liberalized.
8. Compulsory Market Making concept was introduced.
9. Jumbo share concept of larger denomination share certificates was introduced
with a view to mitigate the problems of custodian of Indian and Foreign
Financial Institutions.
10. The systems of corporate members were introduced in all exchanges and the
Exemption of capital gain was extended till 3l December 1998.
REGULATION OF STOCK EXCHANGES:
The securities contracts (regulation) act is the basis for operations of the stock
exchanges in India. No exchange can operate legally without the government
permission or recognition. Stock exchanges are given monopoly in certain areas
under section 19 of the above Act to ensure that the control and regulation are

facilitated. Recognition can be granted to a stock exchange provided certain
conditions are satisfied and the necessary information is supplied to the government.
Recognition can also be withdrawn, if necessary. Where there are no stock
exchanges, the government licenses some of the brokers to perform the functions of a
stock exchange in its absence.
SECURITIES AND EXCHANGE BOARD OF INDIA (SEBI):
SEBI was set up as an autonomous regulatory authority by the government of
India in 1988 “to protect the interests of investors in securities and to promote the
development of, and to regulate the securities market and for matter connected
therewith or incidental thereto”.
It is empowered by two acts namely the SEBI Act, 1992 and the securities
contract (regulation) Act, 1956 to perform the function of protecting investor‟s rights
and regulating the capital markets.
The Securities and Exchange Board of India Act (SEBI) empowers SEBI to:
1. Regulate the business of stock exchanges.
2. Register and regulate intermediaries associated with the securities market as
well as working of mutual funds.
3. Promote and regulate self Regulatory organizations.
4. Prohibit fraudulent and unfair trade practices relating to securities
transactions.

ONLINE TRADING
In India first fully automated stock exchange was formed in the year 1994
with fully automated trading system called screen based trading or Online trading
basing on computers this system has brought revolutionary changes in the secondary
markets in India. This system is mainly helpful for the purpose of protecting the
investors from the brokers in the price rigging. The NSE has used the software called
NEAT (National Exchange for Automated Trading). After NSE starting the Online
trading the India‟s premier stock exchanges followed the way of NSE and BSE.
Objectives of Online Trading:
 Providing a Nationwide trading facility for all type of securities.
 Ensuring equal access to investors to all over the country through
communication network.
 Providing a fair, efficient and transparent securities market using an electronic
trading system.
 Enabling the use of shorter settlement cycles and book entry settlement
system.
BOMBAY STOCK EXCHANGE
This stock exchange, Mumbai, popularly known as “BSE” was
established in 1875 as “The Native share and stock brokers association”, as a
voluntary non-profit making association. It has an evolved over the years into its
present status as the premiere stock exchange in the country. It may be noted that the
stock exchanges the oldest one in Asia, even older than the Tokyo stock exchange,
which was founded in 1878.
The exchange, while providing an efficient and transparent market for
trading in securities, upholds the interests of the investors and ensures redressed of
their grievances, whether against the companies or its own member brokers.

It also strives to educate and enlighten the investors by making available
necessary informative inputs and conducting investor education programs.
A governing board comprising of 9 elected directors, 2 SEBI nominees, 7
public representatives and an executive director is the apex body, which decides is the
apex body, which decides the policies and regulates the affairs of the exchange.
The Exchange director as the chief executive offices is responsible for the
daily today administration of the exchange.
BSE INDICES:
In order to enable the market participants, analysts etc., to track the various
ups and downs in the Indian stock market, the Exchange has introduced in 1986 an
equity stock index called BSE-SENSEX that subsequently became the barometer of
the moments of the share prices in the Indian stock market. It is a “Market
capitalization weighted” index of 30 component stocks representing a sample of
large, well-established and leading companies. The base year of sensex 1978-79. The
Sensex is widely reported in both domestic and international markets through print as
well as electronic media.
Sensex is calculated using a market capitalization weighted method. As per
this methodology the level of the index reflects the total market value of all 30-
component stocks from different industries related to particular base period. The total
market value of a company is determined by multiplying the price of its stock by the
nu7mber of shared outstanding. Statisticians call index of a set of combined variables
(such as price and number of shares) a composite Index. An indexed number is used
to represent the results of this allocution in order to make the value easier to go work
with and track over a time. It is much easier to graph a chart based on Indexed values
than on based on actual valued world over majority of the well-known Indices are
constructed using “Market capitalization weighted method”.
In practice, the daily calculation of SENSEX is done by dividing the
aggregate market value of the 30 companies in the index by a number called the
Index Divisor. The divisor is the only link to the original base period value of the
SENSEX. The Devisor keeps the Index comparable over a period value of time and if

the references point for the entire Index maintenance adjustments. SENSEX is widely
used to describe the mood in the Indian stock markets. Base year average is changed
as per the formula new base year average = old base year average*(new market value
/ old market value).
NATIONAL STOCK EXCHANGE
The NSE was incorporated in Nov, 1992 with an equity capital of Rs.25 crs.
The international securities consultancy (ISC) of Hong Kong has helped in setting up
NSE. ISC has prepared the detailed business plans and initialization of hardware and
software systems. The promotions for NSE were financial institutions, insurances,
companies, banks and SEBI capital market ltd, Infrastructure leasing and financial
services ltd and stock holding corporations‟ ltd.
It has been set up to strengthen the move towards professionalization of the
capital market as well as provide nationwide securities trading facilities to investors.
NSE is not an exchange in the traditional sense where brokers own and
manage the exchange. A two tier administrative set up involving a company board
and a governing aboard of the exchange is envisaged.
NSE is a national market for shares PSU bonds, debentures and government
securities since infrastructure and trading facilities are provided.
NSE-NIFTY:
The NSE on Apr22, 1996 launched a new equity Index. The NSE-50. The new
Index which replaces the existing NSE-100 Index is expected to serve as an
appropriate Index for the new segment of future and option.
“NIFTY” mean National Index for fifty stocks. The NSE-50 comprises fifty
companies that represent 20 board industry groups with an aggregate market
capitalization of around Rs 1, 70,000 crs. All companies included in the Index have a
market capitalization in excess of Rs. 500 crs each and should have trade for 85% of
trading days at an impact cost of less than 1.5%.

The base period for the index is the close of price on Nov 3 1995, which
makes one year of completion of operation of NSE‟s capital market segment. The
base value of the index has been set at 1000.
NSE-MIDCAP INDEX
The NSE midcap index or the junior nifty comprises 50 stocks that represent
21st board industry groups and will provide proper representation of the midcap
segment of the Indian capital market. All stocks in the Index should have market
capitalization of grate than Rs.200crs and should have traded 85% of the trading days
at an impact cost of less than 2.5%.
The base period for the index is Nov 4 1996, which signifies 2 years for
completion of operations of the capital market segment of the operations. The base
value of the Index has been set at 1000.
At present there are 24 stock exchanges recognized under the securities
contract regulation Act, 1956. They are
INDIA:
Ahmadabad Stock Exchange
Bangalore Stock Exchange
Bhubaneswar Stock Exchange
Kolkata Stock Exchange
Cochin Stock Exchange
Coimbatore Stock Exchange
Delhi Stock Exchange
Guwahati Stock Exchange
Hyderabad Stock Exchange
Indore Stock Exchange
Jaipur Stock Exchange
Kanpur Stock Exchange
Ludhiana Sock Exchange

Madras Stock Exchange
Magadha Stock Exchange
Mangalore Stock Exchange
Pune Stock Exchange
Uttar Pradesh Exchange Assoc ltd
NSE
OTCEI
Inter connected Stock Exchange
LIST OF STOCK EXCHANGES IN WORLD
CONTENTS:
1. North America
2. Europe
3. Asia
4. South America
5. Africa
USA:
1. Archipelago Exchange, merged with NYSE
2. Arizona Stock Exchange, closed down
3. American Stock Exchange (AMEX)
4. Boston Stock Exchange
5. Chicago Stock Exchange
6. Hedge Steel
7. NASDAQ
8. National Stock Exchange
9. New York Stock Exchange
10. Pacific Exchange (PCX)
11. Philadelphia Stock Exchange (PHLX)

Angel Broking LIMITED
Angel Broking‟s tryst with excellence in customer relations began more than 20 years
ago. Angel Group has emerged as one of the top 10 retail broking houses in India and
incorporated in 1987. Today, Angel has emerged as a premium Indian stock-broking
and wealth management house, with an absolute focus on retail business and a
commitment to provide "Real Value for Money" to all its clients.
It has memberships on BSE, NSE and the leading commodity exchanges in India
NCDEX & MCX. Angel is also registered as a depository participant with CDSL.
Angel Group Companies
Angel Broking Ltd.
Member on the BSE and Depository Participant
with CDSL
Angel Capital & Debt Market
Ltd.
Membership on the NSE Cash and Futures &
Options Segment
Angel Commodities Broking
Ltd.
Member on the NCDEX & MCX
Angel Securities Ltd. Member on the BSE
Incorporated :1987
BSE Membership :1997
NSE membership :1998
Member of NCDEX and MCX
Depository Participants with CDSL

Angel’s presence-
Nation- wide network of 21 regional hubs
Presence 124 cities
6800 + sub brokers & business associates
5.9 lakh +clients
Vision of the Company
To provide best value for money to investors through innovative products,
trading / investment strategies, state-of-the-art technology and personalized
service
Philosophy of the Company
Ethical practices & transparency in all our dealings customer interest above
our own always deliver what we promise effective cost management.
Quality Assurance Policy
We are committed to being the leader in providing World Class Product &
Services which exceed the expectations of our customers Achieved by
teamwork and a process of continuous improvement.
CRM Policy
A Customer is the most important visitor on our premises. He is not dependent
on us but we are dependent on him. He is not interruption in our work, but is the
Purpose of it. We are not doing him a favour by serving. He is doing us a favour by
giving us an opportunity to do so

Management CREATE TABLE
S.No Name Designation & Department
1. Mr. Dinesh Thakkar Founder Chairman & Managing Director
2. Mr. Lalit Thakkar Director – Research
3. Mr. Amit Majumdar Executive Director – Strategy and Finance
4. Mr. Rajiv Phadke Executive Director – HR & Corp
5. Mr. Vinay Agrawal Executive Director – Equity Broking
6. Mr. Nikhil Daxini Executive Director - Sales and Marketing
7
Mr. Hitungshu
Debnath
Executive Director - Distribution & Wealth
Management
8.
Mr. Mudit
Kulshreshtha
Executive Director – Operations

Milestones
Awarded with 'Broking House with Largest Distribution Network' and 'Best
Retail Broking House' at Dun & Bred street Equity Broking Awards 2009
August, 2008 Crossed 500000 trading accounts
● November, 2007 „Major Volume Driver‟ for 2007
● December, 2006 Created 2500 business associates
● October, 2006 „Major Volume Driver‟ award for 2006
● September, 2006 Launched Mutual Fund and IPO business
● July, 2006 Launched the PMS function
● October, 2005 „Major Volume Driver‟ award for 2005
● September, 2004 Launched Online Trading Platform
● April, 2004 Initiated Commodities Broking division
● April, 2003 First published research report
● November, 2002 Angel‟s first investor seminar
● March, 2002 Developed web-enabled back office software
● November, 1998 Angel Capital and Debt Market Ltd. Incorporated
● December, 1997 Angel Broking Ltd. Incorporated

OUR ORGANIZATION STRUCTURE
Products of Angel Broking
● Online Trading
● Commodities
● DP Services
● PMS (Portfolio Management Services)
● Insurance
● IPO Advisory
● Mutual Fund
● Personal loans
● Quality Assurance
CSO (Central
Support
Office)
Regional Office
Branches &
Franchise
Branches
Angel Clients
Branches &
Franchise
Branches
Business
Associates
Angel Clients
Branches &
Franchise
Branches
Regional Office Regional Office

E-Broking
Angle has different products and voila trading on BSC, NSC, F&O, MCX &
NCDEX. It provides four softwares to customers for online trading.
Angel Investor
User-friendly browser for investors
Easy online trading platform
Works in proxy and firewall system set up
Integrated Back office: Access account information – anytime, anywhere
Streaming quotes
Refresh static rates when required
Multiple exchanges on single screen
Online fund transfer facility
Angel Trade
Browser based for investor
No installation required
Advantage of mobility
Trading as simple as internet surfing
BSC, NSC, F&O, MCX & NCDEX
Angel Diet
Application based ideal for traders.
Multiple exchanges on single screen
User friendly & simple navigation

Angel Anywhere
Application-based platform for day traders
Intra-day/historical charts with various indicators
BSC, NSC, Cash & Derivatives
Investment Advisory Services
To derive optimum returns from equity as an asset class requires professional
guidance and advice. Professional assistance will always be beneficial in wealth
creation. Investment decisions without expert advice would be like treating ailment
without the help of a doctor.
● Expert Advice: Their expert investment advisors are based at various branches
across India to provide assistance in designing and monitoring portfolios.
● Timely Entry & Exit: Their advisors will regularly monitor customers‟
investments and guide customers to book timely profits. They will also guide
them in adopting switching techniques from one stock to another during various
market conditions.
● De-Risking Portfolio: A diversified portfolio of stocks is always better than
concentration in a single stock. Based on their research, They diversify the
portfolio in growth oriented sectors and stocks to minimize the risk and optimize
the returns.

Commodities
A commodity is a basic good representing a monetary value. Commodities are most
often used as inputs in the production of other goods or services. With the advent of
new online exchange, commodities can now be traded in futures markets. When they
are traded on an exchange, Commodities must also meet specified minimum
standards known as basic grade.
Types of Commodities
● Precious Metals : Gold and Silver
● Base Metals : Copper, Zinc , Steel and Aluminum
● Energy : Crude Oil, Brent Crude and Natural Gas
● Pulses : Chana , Urad and Tur
● Spices : Black Pepper, Jeera, Turmeric , Red Chili
● Others : Guar Complex, Soy Complex, Wheat and Sugar
Benefits at Angel
● Three different online products tailored for traders & investors.
● Single Screen customized market-watch for MCX / NCDEX with BSE / NSE.
● Streaming Quotes and real time Rates. Intra-day trading calls.
● Research on 25 Agro Commodities, Precious and Base Metals, Energy
products and Polymers.
● An array of daily, weekly and special research reports.
● Highly skilled analysts with professional industry experience.
● Active relationship management desk.
● Seminars, workshops and investment camps for investors

Depositary Participant Services
Angel Broking Ltd. is a DP services provider though CDSL. We offer depository
services to create a seamless transaction platform to execute trades through Angel
group of companies and settle these transactions through Angel Depository services.
● Wide branch coverage
● Personalized/attentive services of trained a dedicated staff
● Centralized billing & accounting
● Acceptance & execution of instruction on fax
● Daily statement of transaction & holdings statement on e-mail
● No charges for extra transaction statement & holdings statement
Portfolio Management Services
Successful investing in Capital Markets demands ever more time and expertise.
Investment Management is an art and a science in itself. Portfolio Management
Services (PMS) is one such service that is fast gaining eminence as an investment
avenue of choice for High Net worth Investors (HNI). PMS is a sophisticated
investment vehicle that offers a range of specialized investment strategies to
capitalize on opportunities in the market. The Portfolio Management Service
combined with competent fund management, dedicated research and technology,
ensures a rewarding experience for its clients.

Mutual Fund
To enable clients to diversify their investment in the right direction. Angel Broking
has added another product in its range with mutual funds.
● Access to in-depth research & proper selection from diversified funds based
on your preferred criteria
● Rating and rankings of all mutual funds from our in house expert analysts
● News and alert for your Mutual fund Portfolio and performance tracking with
watch lists
● Current and historical performance of different funds enabling comparisons
Benefits
● No risk of loss, wrong transfer, mutilation or theft of share certificates.
● Hassle free automated pay-in of your sell obligations by your clearing
members
● Reduced paper work.
● Speedier settlement process. Because of faster transfer and registration of
securities in your account, increased liquidity of your securities.
● Instant disbursement of non-cash benefits like bonus and rights into your
account.
● Efficient pledge mechanism.

FUNDAMENTAL SERVICES
The Sunday Weekly Report
This weekly report is ace of all th reports. It offers a comprehensive market overview
and likely trends in the week ahead. It also presents top picks based on an in-depth
analysis of technical and fundamental factors. It gives short term and long-term
outlook on these scripts, their price targets and advice trading strategies. Another
unique feature of this report is that it provides an updated view of about 70 prominent
stocks on an ongoing basis.
Stock Analysis
Angel‟s stock research has performed very well over the past few years and angel
model portfolio has consistently outperformed the benchmark indices. The
fundamentals of select scripts are thoroughly analyzed and actionable advice is
provided along with investment rationale for each scrip.
Flash News
Key developments and significant news announcement that are likely to have an
impact on market / scripts are flashed live on trading terminals. Flash news keeps the
market men updated on an online basis and helps them to reshuffle their holdings
TECHNICAL SERVICES
Intra-Day Calls
For day trader‟s angel provides intraday calls with entry, exit and stop loss levels
during the market hours and our calls are flashed on our terminals. Our analysts
continuously track the calls and provide the recommendations according to the
market movements. Past performance of these calls in terms of profit/loss is also
available to our associates to enable them to judge the success rate.

Posting Trading Calls
Angels “Position Trading Calls” are based on a through analysis of the price
movements in selected scripts and provides calls for taking positions with a 10 - 15
days time span with stop losses and targets. These calls are also flashed on our
terminals during market hours.
Derivative Strategies
Our analyst take a view on the NIFTY and selected scripts based on derivatives and
technical tools and devise suitable “Derivative Strategies” , which are flashed on our
terminals and published in our derivative reports.
Future Calls
A customised product for HNIs to help them trade with leveraged positions wherein
clients are advised on stocks with entry, exit and stop loss levels for short-term
benefits. Over and above this, financial status of the calls is mentioned at all times.

CHAPTER V
DATAANALYSIS & INTERPRETATIONS

1. Have you heard about online trading services of Angel Broking?
Table 1: Angel Broking Ltd., Awareness Of Online Trading Services
S. No. Option No. of Respondents Percentage (%)
1 Yes 38 76%
2 No 12 24%
Total 50 100%
Source: Primary Data
Figure 1: Angel Broking Ltd., Awareness Of Online Trading Services
Interpretation
The above graph illustrates the awareness level of online trading services of Angel
Broking. 38 people out of 50 responded that they had heard about the services and the rest
12 people had not heard about the product. Henceforth 76% of people had heard about the
product/service, which means that the online trading service of Angel Broking is a popular
product among the people.
Angel Broking, Awareness Of Online Trading Services
Yes
76%
No
24%

2. From which mode of media you heard about the online trading services of Angel
Broking?
Table 2: Media Mode, Online Trading Services Of Angel Broking
S. No. Mode No. of Respondents Percentage (%)
1 Television 10 20%
2 Hoardings 15 30%
3 Newspaper & Magazines 8 16%
4 Friends & Relatives 10 20%
5 Other 7 14%
Total 50 100%
Figure 2: Media Mode, Online Trading Services Of Angel Broking
Customers Mode of Media
10
15
8
5 5
0
4
8
12
16
Television Hoardings Newspaper &
Magazines
Friends &
Relatives
Other
No.ofRespondents

Interpretation
Out of the total 50 sample chosen, the respondents were asked about where they had heard
about the services of Angel Broking. 10 out of 50 that is 20% people responded that they
came to know about the product through television; 30% people said they came to know
about the services through hoardings; 16% of the respondents said through newspapers
and magazines; and 20% of the people through friends & relatives and the rest 14%
through other sources. So it is concluded that majority of people came to know about the
services of Angel Broking through hoardings and television media.

3. How often you have heard about the services of Angel Broking?
Table 3: Listening Frequency Of Angel Broking Services
S.No. Option No. of Respondents Percentage (%)
1 Many Times 10 20%
2 Often 12 24%
3 Some Times 16 32%
4 No Idea 12 24%
Total 50 100%
Figure 3: Listening Frequency Of Angel Broking Services
Listening Frequency Of Angel Broking Services
10
12
16
12
0
6
12
18
Many Times Often Some Times No Idea
No.ofRespondents

Interpretation
The above graph depicts that 10 of the total 50 respondents have heard about the services
of Angel Broking many times. 24% of the respondents i.e. 12 out of 50 people said they
have often heard about the services, while 16 respondents said that that they have heard or
seen the services of Angel Broking sometimes. Additionally, 12 out of 50 people, i.e.
12%, responded that they have never heard or seen the services of Angel Broking. So, it
can be concluded that Angel Broking have to increase its promotional campaign to
become a market leader.

4. Are you maintaining a demat account with Angel Broking?
Table 4: Demat Account Holding With Angel Broking
1 Yes 20 40%
2 No 30 60%
Total 50 100%
Figure 4: Demat Account Holding With Angel Broking
Interpretation
The above graph indicates that 60% of the respondents are not holding a demat account
with Angel Broking Ltd., and only 40% of the respondents are holding a demat account
with Angel Broking. It is suggested that Angel Broking need to take precautionary
measures for imporving its brand awareness among customers.
Demat Account Holding With Angel Broking
No
60%
Yes
40%

5. Did you like the services of Angel Broking?
Table 5: Investor Satisfaction Towards The Services Of Angel Broking
1 Yes 18 36%
2 No 2 4%
3 Not Related 30 60%
Total 50 100%
Figure 5: Investor Satisfaction Towards The Services Of Angel Broking
Interpretation
The above graph indicates that 36of the respondents voted in favor of the services
provided by Angel Broking as good. Only 4% of the respondents were not satisfied for the
demat services provided by the comapny.
Investor Satisfaction Towards The Services Of Angel Broking
Not Related
60%
Yes
36%
No
4%

6. Do you own a demat account with other broking firms apart Angel Broking?
Table 6: Holding Of Demat Account Other Than Angel Broking
1 Yes 24 48%
2 No 26 52%
Total 50 100%
Figure 6: Holding Of Demat Account Other Than Angel Broking
Interpretation
The above graph illustrates that majority of the people (52%) are not holding a demat
account with other borking firms. 48% of the respondents are holding a demat account
other than Angel Broking.
Yes
48%
No
52%
2

7. Do you wish to maintain an account with Angel Broking?
Table 7: Customers Perception Towards Maintaining An Account With Angel Broking
1 Yes 17 34%
2 No 13 26%
3 Not Decided 20 40%
Total 50 100%
Figure 7: Customers Perception Towards Maintaining An Account With Angel
Broking
Interpretation
The above graph indicates that 34% of the respondents are willing to maintain an account
with Angel Broking. Only 13 respondents were not showing keen interest in maintaining a
demat account in Angel Broking, while 40% of the people responded that they have not
yet decided.
Customers Perception Towards Maintaining An Account With Angel
Broking
17
13
20
0
6
12
18
24
Yes No Not Decided
No.ofRespondents

8. If no, which broking firm you are looking to maintain an account?
Table 8: Preferred Broking Firm By Customers
S.No. Company Name No. of Respondents Percentage (%)
1 Sharekhan 14 28%
2 Indiabulls 10 20%
3 Kotak Securities 6 12%
4
Motilal Oswal
Securities 4 8%
5 Not Decided 16 32%
Total 50 100%
Figure 8: Preferred Broking Firm By Customers
Interpretation
The above graph indicates that 28% of the respondents are interested in managing their
demat account from Sharekhan. 20%, representing 10 people, preferred Indiabulls as their
choice of maintaing demat account, while 32% of the respondents have not yet decided.
Preferred Broking Firm By Customers
14
10
6
4
16
0
4
8
12
16
20
Sharekhan Indiabulls Kotak
Securities
Motilal Oswal
Securities
Not Decided
Broking Firm
No.ofRespondents

9. Why do you want to maintain a demat account with Angel Broking?
Table 9: Reasons For Maintaining A Demat Account With Angel Broking
S.No. Attribute No. of Respondents Percentage (%)
1 Less Brokerage 15 30%
2 High Speed Access 5 10%
3 User Friendly Website 4 8%
4 Others 6 12%
5 No Idea 20 40%
Total 50 100%
Figure 9: Reasons For Maintaining A Demat Account With Angel Broking
Interpretation
Reasons For Maintaining A Demat Account With Angel Broking
Less Brokerage
30%
High Speed
Access
10%
User Friendly
Website
8%
Others
12%
No Idea
40%

The above graph illustrates 30% of the respondents said that less brokerage charges is the
main attribute which enforces the customers to maintain an account with Angel Broking.
10% responded that they were driven by high speed access, 8% mentioned that they were
driven by user friendly site. 40% of the respondents said that they have not enough idea on
the online trading services of Angel Broking.

10. Can you recall any advertising of Angel Broking online trading?
Table 10: Customers Remembrance Of Angel Broking Online Trading Advertisement
1 Yes 25 50%
2 No 10 20%
3 Not Sure 15 30%
Total 50 100%
Figure 10: Customers Remembrance Of Angel Broking Online Trading
Advertisement
Interpretation
The above graph indicates that 25 people i.e. 50% of the total respondents said that they
can recall the advertising of Angel Broking online trading services, while 10 people said
that they could not recall the advertising. So, it can be concldued that the Angel Broking
advertisement had been effective and stayed in the memory of most of the people.
Customers Remembrance Of Angel Broking Online Trading
Advertisement
No
20%
Yes
50%
Not Sure
30%

11. Would you like to recommend Angel Broking online trading services to others?
Table 11: Recommendation Of Online Trading Services To Others
1 Yes 20 40%
2 No 15 30%
3 Not Sure 15 30%
Total 50 100%
Figure 11: Recommendation Of Online Trading Services To Others
Interpretation
The above graph indicates that 40% of customers showed keen interest in recommending
the online trading services of Angel Broking, while 30%, representing 15 people, showed
dis-comfort for sharing their views and thoughts on Angel Broking‟s services.
Recommendation Of Online Trading Services To Others
Not Sure
30%
Yes
40%
No
30%

CHAPTER VI
FINDINGS, SUGGESTIONS & CONCLUSION

FINDINGS
The following details can be inferred after analysis with a sample size of 50 which
included customers, by questionnaire method to find out the brand awareness towards
online trading services with reference to Angel Broking Ltd.
 The awareness level of Angel Broking online trading services in an around
Hyderabad is quite good.
 The promotional strategy of Angel Broking is effective in the form of
electronic media and mass media.
 Most of the respondents are aware of advertising campaign that are being
conducted by Angel Broking.
 Brand awareness has a real and visible impact in the buying behaviour of the
people. Though the customers are having good awareness levels regarding the
services of Angel Broking, they are not in a frame of mind to open a demat
account because of various reasons.
 Angel Broking is facing a tough competition from the competitors with the
same kind of services already being provided by majors, such as Sharekhan
and Indiabulls.
 Angel Broking needs to implement the various medium to offer advertising of
its services, thereby enabling it to promote its online trading platform.

SUGGESTIONS
Suggestions are done on the basis of finding and analysis of data collected through
questionnaire
 In order to increase sales in the highly competitive online trading market,
attractive schemes such as fast website interface, providing quick
confirmations for new order placed during the early morning trades, and
offering flexibility on leverage on intra-day trades
 Majority of the customers in the online trading market are new to the market.
Angel Broking should conduct seminars and other programs to bring
awareness on the products offered
 Customers should be contacted at a regular interval through phone calls and
asking them if they are facing any problems with the online trading platform,
so that customer is 100% satisfied with the service
 Advertising plays a very important role in increasing the awareness and in
reminding the customer about the products and services offered by Angel
Broking. Hence, advertisement about the firm and its products and services
must be aired on local T.V channels as well as in newspapers and magazines.
 Since the people tend to forget the advertising of a particular product/service,
a reminder message by Angel Broking has to be enforced in regular intervals
and in a proper media which would reach a large number of potential
customers

CONCLUSION
Brands are now a central feature of consumer marketing, they are important in
building long-term relationships with the consumer, irrespective of the type of
market. Their importance is now also being recognized in other markets, including
service and industrial. Investing in a brand builds consumer confidence and loyalty
and allows for brand stretching. It requires a consistent and long-term strategy.
A survey of the customers has been conducted to know the brand awareness
of the online trading firms available in the market with special reference to Angel
Broking Ltd.
 Angel Broking has built its brand awareness among a relatively good number
of people in an around Hyderabad
 The customers are aware of the services of Angel Broking with the help of
hoardings and television. The company now needs to focus on finding ways to
increase its advertising channels to reach the relatively large number of people
 People prefer Angel Broking due to its competitive brokerage structures, fast
trading platform, prompt online response, apart from tips and guidance from
the company

BIBLIOGRAPHY
Text Books:
Marketing Research G. C. Beri
Marketing Management Philip Kotler
Marketing Management V.S Ramaswamy & S.
Namakumari
Internet:
www.google.com
www.angelbroking.com
www.wikipedia.com
www.economictimes.com
Magazines:
Companies Brochures & Manuals
Business Today

QUESTIONNAIRE
Customer Name:
Age:
Occupation:
Income:
1. Are you aware of online trading services? [ ]
a) Yes b) No
2. Which company you know better in Online trading services? ( )
a) Angel Broking b. IIFL c. Kotak securities d. Others
3. From which mode of media you heard about the online trading services of Angel
Broking? [ ]
a) Television b) Hoardings c) Newspaper & Magazines d) Other
4) How often you have heard about the services of Angel Broking? [ ]
a) Many Times b) Often c) Some Times d) No Idea
5) Which factor of Angel broking makes you to identify the brand?
a. Name b. Logo c. products and services d. others
6. What kind of image does the brand creates in your mind?
a. Emotional b. quality c. value d. others
7. What is considered as brand equity for angel broking?
a. Name awareness b. perceived quality c. brand association d. brand loyalty
8. Do you think brand awareness will have impact on company?
a. High b. moderate c. less d. don‟t know
9. What is the impact of brand awareness on performance of the company?
a. increased sales & profits b. increased loyalty c. increased goodwill
10. Which media is effective in creating brand awareness?
a. Electronic b. print c. campaigns d. others

11. What kind of promotion mix is effective in increasing brand awareness? ( )
a. Sales promotion b. advertising c. direct marketing d. personal selling
12. when you recall a brand in online trading services which company comes first?
a. Angel broking b. IIFL c. Share khan d. others
13. What is the best way to increase the brand awareness? ( )
a. design of logo b. website c. sponsorships d. others
14.

Brand awareness

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