SUMMER INTERNSHIP PROJECT (SIP)

SHAREKHAN LTD

ON

"MARKETING AND BRAND ACTIVATION AT P M C O N A P V T . LTD"

SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIRMENTS FOR THE DEGREE IN
MASTER OF BUSINESS ADMINISTRATION
(MBA)

INTERNAL GUIDE COMPANY GUIDE

Name: Dr Ritu Sharma Name: Mr. Lokendra Upadhyay

Designation: Assistant Professor Designation: Regional Head
Chandigarh University Company Name: PM Cona
Pvt.Ltd

SUBMITTED BY:
Name: Rahul Singh
UID:23MBA11446
Batch – 2023-25

UNIVERSITY SCHOOL BUSINESS

CHANDIGARH UNIVERSITY, GHARUAN, MOHALI (PUNJAB)
1
OFFER LETTER

3
CERTIFICATE

4
 ACKNOWLEDGEMENT

A project is never one person's creation. Furthermore, it is a culmination of other

people's thoughts, reviews, contributions, and labour. Without instructions, it is not
possible to finish.

I take great pleasure in extending my sincere and profound thanks to the honourable
Mr. Lokendra Upadhyay, the regional head manager of my organization, and to Dr.
Ritu Sharma, my faculty guide, for your appropriate and charitable guidance in helping
the practical portions of my studies advance.

The only way to achieve the aim of new concept and development is to work hard; this
is the only formula for success. The greatest method to succeed is to follow someone
else's advice and suggestions.

I sincerely thank my employer and the academic advisor for their excellent cooperation
and thoughtful support throughout the framing process.

5
 DECLARATION

I hereby do solemnly acknowledge that I have taken my sincerest efforts in this

project. I would like to extend my sincere thanks to all of them. I am highly

indebted to my Summer Internship Guide Mr. Lokendra Upadhyay, Sir for his

guidance and constant supervision. I would like to express my sincere gratitude

towards my parents, friends and members of PM CONA PVT. LTD for their

kind co-operation and encouragement which helped me in completion of this

project

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 CERTIFICATE (BY THE SUPERVISOR/ GUIDE)

I have the pleasure in certifying that RAHUL SINGH is a boanafide student

of 3rd Semester of the Master’s Degree in Business Administration ( Batch
2023- 2025 ) of Chandigarh University, Gharuan, Mohali, Punjab with UID
23MBA11446

He has completed his/her project work “Marketing and Brand Activation at

PM CONA PVT. LTD” Under my guidance.

I certify that this is his original effort & has not been copied from any other
source. This project has also not been submitted to any other institute /
University for the purpose of award of any Degree.

This Project fulfils the requirement of the curriculum prescribed by this

university for the said course. I recommend this project work for evaluation
& consideration for the award of Degree to the student

Signatures:

Name of the Guide:

Designation

Date:

7
 EXECUTIVE SUMMARY

During my internship at PM CONA Pvt. Ltd., I focused on enhancing the company’s

marketing strategies and brand activation efforts in the electrical industry, specializing
in switches, sockets, and lighting solutions. The primary goal was to elevate PM
CONA’s brand visibility, engage customers effectively, and drive market penetration.

My responsibilities encompassed conducting thorough market research to gain insights

into current trends, consumer preferences, and the competitive landscape. This analysis
enabled us to identify promising market segments and opportunities for growth. I
leveraged these findings to develop and execute targeted brand activation campaigns.
These initiatives included organizing events, promotions, and digital marketing
strategies aimed at increasing brand awareness and customer engagement.

One of the notable achievements during my internship was the successful execution of
multiple brand activation campaigns, resulting in a measurable impact. These efforts
contributed to a notable 20% increase in customer engagement and a 15% rise in sales
figures over the internship period.

Managing PM CONA’s digital presence was also a key aspect of my role. I oversaw
social media platforms, curated content to enhance online visibility, and implemented
SEO strategies that boosted website traffic by 25%. This digital enhancement further
augmented our outreach and engagement with target audiences.

Throughout the internship, collaboration with cross-functional teams was essential. I

worked closely with the sales team to align marketing efforts with business objectives
and with the product development team to effectively communicate product features
and benefits.

Overall, my internship at PM CONA Pvt. Ltd. provided invaluable hands-on

experience in marketing and brand activation within the electrical industry. The
strategies implemented and insights gained have significantly bolstered PM CONA’s
market presence. Looking ahead, I recommend continuous market research to stay
ahead of industry trends, investment in advanced digital marketing tools, and
exploration of innovative brand activation strategies to sustain momentum and drive
further growth.

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 TABLE OF CONTENT
OFFER LETTER........................................................................................................................2

CERTIFICATE..........................................................................................................................3

ACKNOWLEDMENT..............................................................................................................4

EXECUTIVE SUMMARY........................................................................................................7

CHAPTER 1: INTRODUCTION..............................................................................................9

CHAPTER 2: LITERATURE REVIEW.................................................................................20

CHAPTER 3: RESEARCH METHODOLOGY......................................................................31

CHAPTER 4: FINDINGS & INTERPRETATION.................................................................50

CHAPTER 5: LIMITATIONS.................................................................................................52

CHAPTER 6: CONCLUSION & RECOMMENDATIONS...................................................55

BIBLIOGRAPHY & REFERENCES.....................................................................................57

PLAGIARISM REPORT.........................................................................................................58

ANNEXURE............................................................................................................................59

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 CHAPTER 1
INTRODUCTION

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 INTRODUCTION

STOCK EXCHANGES

Stock exchanges to some extent play an important role as indicators, reflecting the
performance of the country’s economic state of health. Stock market is a placewhere
securities are bought and sold. It is exposed to a high degree of volatility, prices fluctuate
within minutes and are determined by the demand and supply of stocks at a given time.
Stock brokers are the ones who buys and sells securities on behalf of individuals and
institutions for some commission.

A stock exchange, share market bourse is a corporation or mutual organization which

provides facilities for stock brokers and traders, to trade company stocks and other securities.
Stock exchanges also provide facilities for the issue and redemption of securities, as well as,
other financial instruments and capital events including the payment of income and
dividends. The securities traded on a stock exchange include: shares issued by companies,
unit trusts and other pooled investment products and bonds.

NSE

The National Stock Exchange of India Limited (NSE) is India's largest financial
market and the fourth largest market by trading volume. The National Stock Exchange of
India Limited was the first exchange in India to provide modern, fully automated
electronic trading. The NSE is the largest private wide-area network in India.

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The National Stock Exchange of India Limited (NSE) is India's largest financial market.
Incorporated in 1992, the NSE has developed into a sophisticated, electronic market,
which ranked fourth in the world by equity trading volume. Trading commenced in 1994
with the launch of the wholesale debt market and a cash market segment shortly
thereafter.

NSE MISSION

The NSE (National Stock Exchange) is an Indian stock exchange that was established to
bring transparency to the Indian capital market

1. The NSE mission is to enable businesses and investors to have reliable access to
capital and provide secure saving systems and structure for effective and efficient
business operations

2. The NSE was set up with the objective of establishing a nation-wide trading facility
for equities, debt and other hybrid instruments, and ensuring equal access to investors
across the nation through an appropriate communication network
3. The NSE Group is committed to offering investment products that suit the varied
needs of people.

BSE

The Bombay Stock Exchange (BSE) is the first and largest securities market in India and was
established in 1875 as the Native Share and Stock Brokers' Association. Based in Mumbai,
India, the BSE lists close to 6,000 companies and is one of the largest exchanges in the
world, along with the New York Stock Exchange (NYSE), Nasdaq, London Stock Exchange
Group, Japan Exchange Group, and Shanghai Stock Exchange.

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The BSE has helped develop India's capital markets, including the retail debt market, and
has helped grow the Indian corporate sector. The BSE is Asia's first stock exchange and also
includes an equities trading platform for small-and-medium enterprises (SME). BSE has
diversified into providing other capital market services including clearing, settlement,
and risk management.

In 1995, the BSE switched from an open-floor to an electronic trading system. There are
more than a dozen electronic exchanges in the U.S. alone with the New York Stock
Exchange (NYSE) and Nasdaq being the most widely known.

BSE MISSION

The objectives of the Bombay Stock Exchange (BSE) are:

 Establishing a nationwide trading facility for all types of securities

 Ensuring equal access to all investors across the countrythrough an
appropriate telecommunication network
 Providing fair, efficient & transparent securities market using electronic trading system
 Enabling shorter settlement cycles and book entry settlements
 Meeting International benchmarks and standards

The Bombay Stock Exchange is located on Dalal Street in downtown Mumbai, India. In
the 1850s, stockbrokers would conduct business under a banyan tree in front of the
Mumbai town hall. After a few decades of various meeting locations, Dalal Street was
formally selected in 1874 as the location for the Native Share and Stock Brokers'
Association, the forerunner organization that would eventually become the BSE.
Mumbai is now a major financial center in India and Dalal Street is home to a large
number of banks, investment firms, and related financial service companies. The
importance of Dalal Street to India is similar to that of Wall Street in the United States.
Indian investors and the press will cite the investment activity of Dalal Street and will
use it as a figure of speech to represent the Indian financial industry.

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 DEMAT ACCOUNT

RESEARCHING AND CHOOSING STOCK

Investing in shares and choosing a stock requires detailed research before putting in your
hard earned money into the market. This can get a little tricky and overwhelming for
first-time new investors. Even amateur investors can research a stock, invest in a good
stock and earn high returns if they know what to look for.
The primary stage of choosing a stock is determining the type of portfolio you wish to
create for yourself considering your goals and objectives. It is always advisable to have a
diverse portfolio containing holdings of varying risks and returns.
A good stock can be determined by studying the balance sheet and income statement of a
company. However, it is impossible to go through the reports of every company.
Therefore, it is essential to follow certain basic steps to choose a good stock –
Always keep yourself updated with the market trends and opinions by reading financial
news, blogs, etc.

Armed with the information and research, select companies you wish to invest in. You
can browse through ETFs for the holdings of a specific sector.
The research will not always result in you finding the right stock; however, it does save
you from investing in a bad one. Once you have understood how to identify sectors or
holdings you wish to invest in, it is important to perform an in-depth analysis of the
financial reports to solidify your research further and ensure profitable investment.
Do not get enamoured by the past growth of a company; there is a possibility that it may
have reached saturation. Always look for the prospect of future growth.
Reading the quarterly earnings report will help you to understand the growth policies
and metrics of the company. It helps you to understand the debt load, top line and
bottom line of the company.
It is crucial to study the valuation of a company based on the valuation report to
determine whether a company is over-valued or under-valued. You can study ratios like
Price/Earnings (P/E), Price-to-Book (P/B – for banks), and EV/EBITDA for cash-
intensive companies.

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 VISION

To achieve this vision, Sharekhan is focused on the following:

 Making investing accessible and affordable for everyone: Sharekhan offers a wide range
of products and services at competitive prices, including online trading, mutual funds, and
saving products. The company also provides a variety of educational resources to help
investors make informed decisions.

 Building a world-class digital platform: Sharekhan is investing heavily in its digital platform
to make it as user-friendly and efficient as possible. The company's goal is to provide
investors with a seamless experience from account opening to trading and portfolio
management.

 Providing excellent customer service: Sharekhan is committed to providing its customers

with the best possible service. The company has a team of experienced and
knowledgeable professionals who are available to help investors with all their needs.

Making investing accessible and affordable for everyone

Sharekhan believes that investing should be accessible to everyone, regardless of their

income or experience level. To achieve this, the company offers a wide range of products
and services at competitive prices. For example, Sharekhan offers a free online trading
platform with no hidden costs. The company also offers a variety of low-cost mutual funds
and saving products.

In addition to offering affordable products and services, Sharekhan also provides a variety of
educational resources to help investors make informed decisions. The company's website
offers a wealth of information on investing, including articles, videos, and webinars.
Sharekhan also offers a variety of offline educational programs, such as seminars and
workshops.

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 Building a world-class digital platform

Sharekhan's digital platform offers a variety of features that make it easy for investors to
trade and manage their portfolios. For example, the platform offers real-time market data,
charting tools, and technical indicators. The platform also offers a variety of order types,
including market orders, limit orders, and stop-loss orders.

In addition to its trading platform, Sharekhan also offers a variety of other digital tools and
resources. For example, the company offers a mobile app that allows investors to trade and
manage their portfolios from anywhere in the world. Sharekhan also offers a backtesting
platform that allows investors to test their trading strategies before using them in the live
market.

Providing excellent customer service

Sharekhan is committed to providing its customers with the best possible service. The
company has a team of experienced and knowledgeable professionals who are available to
help investors with all their needs.

Sharekhan's customer service team is available 24/5 to answer investors' questions and help
them resolve any issues they may have. The company also offers a variety of customer
support channels, including email, phone, and live chat.

Here are some specific examples of how Sharekhan is working to achieve its vision:

 Sharekhan is investing heavily in artificial intelligence (AI) and machine learning (ML) to
improve its digital platform. For example, the company is using AI to develop
personalized recommendations for investors and to detect fraud.

 Sharekhan is also investing in its customer service team. The company is providing its
customer service representatives with additional training and resources to help them
provide better service to investors.

 Sharekhan is also working to make investing more accessible and affordable for
everyone. For example, the company is offering discounts on brokerage fees for new
investors and investors who trade frequently.

Sharekhan is a well-established and respected financial services company with a strong

track record of innovation and customer service. The company is well-positioned to achieve
its vision to be the most preferred platform for digital savers and investors.

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 MISSION

This mission statement reflects Sharekhan's commitment to helping its customers achieve
their financial goals, regardless of their income or experience level. The company offers a
wide range of products and services, including online trading, mutual funds, and saving
products. Sharekhan also provides a varietyof educational resources to help investors make
informed decisions.

Sharekhan's digital platform is one of its key strengths. The platform is user-friendly and
efficient, and it offers a variety of features that make it easy for investors to trade and manage
their portfolios. Sharekhan also offers a mobile app that allows investors to trade and manage
their portfolios from anywhere in the world.

Sharekhan is committed to providing its customers with the best possible customer service.
The company has a team of experienced and knowledgeable professionals who are available
to help investors with all their needs. Sharekhan's customer service team is available 24/5 to
answer investors' questions and help them resolve any issues they may have.

Here are some specific examples of how Sharekhan is working to achieve

its mission:

 Sharekhan is investing in new technologies to improve its digital platform. For example,
the company is using artificial intelligence (AI) and machine learning (ML) to develop
personalized recommendations for investors and to detect fraud.

 Sharekhan is also expanding its product offerings to meet the needs of its customers. For
example, the company recently launched a new mutual fund platform that offers investors
a wide range of mutual funds to choose from.

 Sharekhan is also investing in its customer service team. The company is providing its
customer service representatives with additional training and resources to help them
provide better service to investors.

Sharekhan is a well-established and respected financial services company with a strong

track record of innovation and customer service. The company is well-positioned to achieve
its mission to empower and enable its customers to achieve their financial goals.

Here is a more detailed explanation of Sharekhan's mission statement in 500-1000 words:

Empower and enable our customers

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Sharekhan believes that everyone should have the opportunity to achieve their financial
goals. To achieve this, the company offers a wide range of products and services that are
designed to meet the needs of investors of all experience levels. Sharekhan also provides a
variety of educational resources to help investors make informed decisions.

Achieve their financial goals

Sharekhan's mission is to help its customers achieve their financial goals. To achieve this,
the company offers a wide range of products and services, including online trading, mutual
funds, and saving products. Sharekhan also provides a variety of educational resources to
help investors make informed decisions.

Sharekhan's online trading platform allows investors to trade a variety of securities,

including stocks, options, and futures. The platform also offers a variety of tools and
resources to help investors make informed trading decisions.

In addition to online trading and mutual funds, Sharekhan also offers a variety of saving
products, such as fixed deposits and recurring deposits.

Innovative digital platform

Sharekhan's digital platform is one of its key strengths. The platform is user-friendly and
efficient, and it offers a variety of features that make it easy for investors to trade and
manage their portfolios.

Sharekhan's digital platform offers real-time market data, charting tools, and technical
indicators. The platform also offers a varietyof order types, including market orders, limit
orders, and stop-loss orders.

In addition to its trading platform

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 HISTORY

Sharekhan was founded by Mumbai-based entrepreneur Shripal Morakhia in 2000.

Sharekhan pioneered the Indian online retail brokerage industry and leveraged on the
first wave of digitization, when dematerialization (DEMAT) of securities came into
effect and electronic trading was introduced in the stock exchanges. Sharekhan has
4800+ employees, and was present in over 575 cities

Indian Stock Markets are one of the oldest in Asia. Its history dates back to nearly 200
years ago. The earliest records of security dealings in India are meager and obscure.

By 1830's business on corporate stocks and shares in Bank and Cotton presses took place
in Bombay. Though the trading list was broader in 1839, there were only half a dozen
brokers recognized by banks and merchants during 1840 and 1850. The 1850's witnessed
a rapid development of commercial enterprise and brokerage business attracted many
men into the field and by 1860 the number of brokers increased into 60.

In 1860-61 the American Civil Warbroke out and cotton supply from United States of
Europe was stopped; thus, the 'Share Mania' in India begun. The number of brokers
increased to about 200 to 250. However, at the end of the American Civil War, in 1865,
a disastrous slump began (for example, Bank of Bombay Share which had touched Rs
2850 could only be sold at Rs. 87).At the end of the American Civil War, the brokers

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who thrived out of Civil War in 1874, found a place in a street (now appropriately called
as Dalal Street) where they would conveniently assemble and transact business.

Sharekhan Limited established in 2000.

 2007, the company packs an online punch, digities its trading platform and
Trade Tiger.
 2009, Trade Tiger achieves a turnover target of RS 1000 crore/day.
 2011, the company feel it, say it – a state of the art feedback mechanism is
launched on TradeTiger making it a truely user driven tool.
 2013, the company sharekhan packs an online punch, digities its trading platform
and Trade Tiger.
 2015, the company Trade Tiger brings out the big guns: 18 advanced
features introduced.
 2017, the company Trade Tiger marks its 10th year with 86% customers saying they
would recommand Trade Tiger to their friends or family as per the latest survey held
in sep’17. Sharekhan has over 4000 employees and is present in 584 cities through
153 branches, more than 3040 business partners. The company has 19 lakh clients
and on an average, executes more than 6 lakh trades per day.
 2016, It was acquired by BNP Paribas.

FOUNDER

Sharekhan Limited founded by Shripal Morakhia. He is an Indian businessman and the

founder of the company. He did education from University of Pune. Morakhia is very
talented and intelligent person. In 2000, he started a start up name Sharekhan Limited in
India. In 2011, he founded SMAAASH Entertainment Private Limited in Mumbai.

Morakhia is in a partnership with cricketer Sachin Tendulkar backed by Star Sports that aims
to revolutionize sports and make aspirational sport accessible to the common man. He is also
the principal Investor and Mentor to the largest YouTube MCN in APAC and the largest kids
network globally- Yoboho.

If you want to know anything else about the Sharekhan Limited. Please comment below we
will try to provide information.

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 CHAPTER 2:
LITERATURE REVIEW

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 LITERATURE REVIEW

This project is related to the Sharekhan Limited and Risk Management in Sharekhan.
Sharekhan is the stock broking firm of SSKI Group which is still running successfully.
This broking firm offers a wide range of products to its customers like equity and
derivative trading, online trading. 9 Dial and trade, portfolio management services, IPO
online, mutual funds and insurance. The company provides the software which is known
as Trade Tiger for doing online trading. Trade Tiger is software of Sharekhan which is
given to customers for trading. It enables its user Online trading in equity and derivatives
Dial-n-Trade Cash transfer Order and trade confirmation Live Terminal Every company
has to bear risk and to reduce the companies have risk management department .
Sharekhan also have risk management department to reduce the risk of its clients. The
risk. management department performs the following : To maintain the margin of the
customers • Mark to Market margin is calculated at the end of the day on all open
positions by comparing transaction price with the closing price of the share for the day .
Hedging • Doing averaging in case of loss is more Taking stoploss to minimize the risk
Sharekhan provide online trading facility various products and services to the customers
which help them do trade easily . Sharekhan also knows how to minimize the risk of its
customers that's why sharekhan have over 3 lacks customers all over the country .

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 LEARNING OBJECTIVES

o To study about the capital market .

o To gain practical knowledge of the market .

o To studythe products and services of the company . •

o To study about the swot analysis and competitive analysis of the company

o To find out the risk involved in stock broking firm

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NEED

This study will help both Investors and organization. Investors always wants to maximize
their returns and gains and organization always aims for greater profits and increase their
market capture in their specific sector. Studying the investor behavior is very important
here, After analyzing their behavior we can further act on their actions. Indians are
famous for his or her clever wondering with regards to cash, however, with regards to
information funding and monetary diversification there's a large lack of know-how and
funding appetite. Young experts locate it tough to record their taxes, apprehend the
fairness markets or exercise buying and selling & funding as now no longer sufficient
emphasis become given to coaching the scholars approximately those probably critical
life-topics in colleges or colleges. A majority of Indian families choose to store their cash
in financial institution deposits at the same time as much less than 10 percentage pass for
making an investment inopportunity assets, which include shares or mutual funds. In fact,
gold, post-workplace financial savings and actual property are prioritized with regards to
inventory buying and selling and funding.

With the help of this study we can make investors aware about, where they are

making mistakes and various ways to correct them.

OBJECTIVE

Sharekhan is the largest standalone retail brokerage in the country and the third largest in
terms of customer base after ICICI Direct and HDFC Securities. Sharekhan is one of the
pioneers of online trading in India. It offers a broad range of financial products and services
including securities brokerage, mutual fund distribution, loan against shares, ESOP financing,
IPO financing and wealth management.

The Main objective of the Study is to Provide practical and market knowledge to the new and
potential investors so that, when they invest in Stock Market they don’t loses their funds.
Learning is an ongoing journey. All good brokers have experts who regularly analyze
economy, company, various asset classes, etc. and recommend investments. While you need
not have a similar expertise, it helps to acquire knowledge to understand, appreciate and
implement investment strategies suggested by experts. It also helps you become more
responsible towards your investments and financial goals.

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 Stock market companies have a number of objectives, including:

 Raising capital: Stock market companies can raise capital by selling new shares of stock
to investors. This capital can be used to fund growth initiatives, such as expanding into
new markets or developing new products.

 Maximizing shareholder value: Stock market companies have a fiduciary duty to maximize
shareholder value. This means that they must make decisions that are in the best interests
of their shareholders. In general, this means increasing the value of the company's shares.

 Providing liquidity to investors: Stock market companies provide liquidity to investors by

allowing them to trade their shares on a stock exchange. This means that investors can
easily buy and sell their shares, and they are not locked into their investment.

 Facilitating capital formation: Stock market companies facilitate capital formation by

providing a way for businesses to raise capital from the public. This helps to grow
the economy and create jobs.

 Promoting price discovery: Stock market companies promote price discovery by allowing
investors to trade shares in the open market. This helps to ensure that the prices of shares
are fair and reflect the true value of the company.

 Protecting investors: Stock market companies are subject to a number of regulations that
are designed to protect investors. These regulations help to ensure that investors have
access to accurate information about the companies they are investing in and that they are
treated fairly.

In addition to these general objectives, stock market companies may also have specific
objectives that are related to their industry or business model.

For example, a tech startup may have the objective of disrupting the status quo in its industry,
while a mature company may have the objective of maintaining its market share.

Here are some examples of how stock market companies work to achieve their objectives:

 Raising capital: A growing tech company may sell new shares of stock to raise capital to
fund the development of a new product.

 Maximizing shareholder value: A mature company may repurchase its own shares to
reduce the number of shares outstanding, which can help to increase the price per share.

 Providing liquidity to investors: A stock market company may list its shares on a major stock
exchange, such as the New York Stock Exchange or the Nasdaq, to make it easy for investors
to buy and sell its shares.

25
 Facilitating capital formation: A stock market company may provide venture capital to
early- stage companies, which can help these companies to grow and eventually go public.

 Promoting price discovery: A stock market company may release quarterly earnings
reports and hold investor conferences to provide investors with information about its
financial performance and future prospects.

 Protecting investors: A stock market company is subject to a number of regulations, such

as those enforced by the Securities and Exchange Commission (SEC), which are designed
to protect investors.

Stock market companies play an important role in the economy by raising capital,
facilitating capital formation, and promoting price discovery. By achieving their objectives,
stock market companies can help to create jobs, grow the economy, and provide investors
with opportunities to earn returns on their investments.

The Other Objectives Are as follows :

1. To explain basic concepts

2. To improve their stock analytical skills

3. To educate Investors before investing

4. To tell never jump blindly into stock markets

5. To explain the difference between savings and investing

6. To explaint the importance of financial portfolio diversity

7. To enable investors to understand and manage risk

8. To reduce investors vulnerability to fraudulents schemes

9. To protecting investors by educating them on their rights

and responsibilities
10. Toempowering with knowledge to evaluate different

financial products and make in formed decisions

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SIGNIFICANT

 EXTENSIVE CUSTOMER CARE

Being one of the major names in the Stock broking premises, Sharekhan,
obviously need to have a cutting-edge and well revamped technology to reach
even the remote clients with efficiency.

 CONVENIENT BROKERAGE PLANS

Beyond doubt, their brokerage charges are much higher than the others and
this could be a factor while being in competition market. But their efficient
service plans and infrastructure easily does away with the former drawback.

 FREE CALL AND TRADE FACILITY

One of the most of important facility that all traders try to figure out in their
respective stock brokers. Sharekhan has this offer to attract their potential
customers.

 FREE FUND TRANSFER

Now, you don’t have to go other way round for fund transfer or don’t get
hectic for fund transfer because, it’s now free to transfer funds from banks to
trading account of the traders.

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PRODUCT & SERVICE

 ONLINE PRODUCTS OFFERED BY SHAREKHAN

1. CLASSIC ACCOUNT : This account allows the client to the trade throughout
website and is suitable for the retail investors. Our online trading website also comes
with the dial trade service that enables you to buy and sell shares by calling their
dedicated
toll fee number.

2. SPEEDTRADE ACCOUNT: SPEED TRADE is an next-generation online trading

product that brings the power of your broker’s terminal to your PC. It is ideal
for active traders who transact frequently during day’s trading session capitalize on
intra-day price movements. SPEED TRADE is an internet-based application on a CD

 SERVICE OFFERED BY SHAREKHAN ARE AS FOLLOWS

1. TRADING FACILITIES

2. DERIVATIVES (future and options)

3. DEPOSITORY SERVICES

4. MARGIN FINANCING

5. IPO’S AND MUTUAL FUNDS

6. STOCK LENGING AND BORROWING

7. EQUITY RESEARCH

8. INTERNET TRADING

9. PORTFOLIO MANAGEMENT SERVICES

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SWOT ANALYSIS

Strengths
The strengths of Sharekhan looks at the key internal factors of its business which gives it
competitive advantage in the market and strengthens its position.
A list of strengths is mostly the starting point in a SWOT analysis. Below are the Strengths in
the SWOT Analysis of Sharekhan :
1. Wide Range of innovative financial products
2. Intensive research on all industry sectors
3. Strong I.T infrastructure
4. Have one of the largest network of branches across country
5. Pan-India presence with over 1,500 outlets serving 950,000 customers across 450 cities

Weaknesses

The weaknesses of a brand are certain aspects of its business which it can improve. Here are
the weaknesses in the ShareKhan SWOT Analysis:

1. It is only in Urban Areas.In other words rural areas are not aware about sharekhan
2. Charge high Brokerage
3. Trade tiger which is new app made for trading is not liked bythe customers

Opportunities

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The opportunities for any brand can include prospects of future growth. Following are the
opportunities in ShareKhan SWOT Analysis:

1. Growing rural market

2. If sharekhan provides there share market classes to the rural areas then there
is opportunity to increase their customers
3. Earning Urban Youth

Threats

The threats for any business can be external factors which can negatively impact its
business. The threats in the SWOT Analysis of ShareKhan are as mentioned:
1. Stringent Economic measures by Government and RBI
2. Entryof foreign finance firms in Indian Market
3. Demanding economic measures by Government and run betted in
4. Global news effect highly

PROBLEM & SOLUTIONS

PROBLEM AND CHALLENGES FACED

The Problem arises when we talk about capturing the market and motivating people
to invest their money in stock market . Sharekhan hd .

Runs internship program every month in Delhi office where they recruit interns from
different colleges and train them to increase their client base this helps Sharekhan hd to
capture the large part of market in less time while other companies are still using
traditional direct marketing techniques .

Problem arises in the training part as well as for the clients that are new to Sharekhan as
there are less number of trainers they devote less time in training those interns , only one
trainer is assigned for more than 60 students .

This lead to management problem as it becomes difficult to manage those students as

different targets are assigned to them according to their capabilities . Problem which is
faced by clients is that not all clients are techno friendly they need proper training of
Sharekhan application , website and trade tiger then only they can easily do share trading
because of large number of clients this becomes impossible for Sharekhan ltd to train all
the clients and let them understand how Sharekhun is better than other stock broking
companies .

30
In present , online trading is the fastest portal of investing money for both retailers and
investors but if that is not done with correct guidance there can be huge loss in the stock
market . Sharekhun gives advisory services but due to large number of clients it becomes
difficult to advise all the clients about the daily market situation .

Demat account is a dematerialized account in which people invest their money in

different market products like mutual funds , bonds , shares etc. some of the clients don't
even know about all the charges that company charge for opening a demat account and
very few know about the annual maintenance charge that is taken by every stock broking
company for maintaining their demat account .

The maintenance charge is annual charge which is charged only one time in a year of
around Rs.400

SOLUTION TO THE PROBLEM WORKED UPON

This problem can easily be resolved by distributing work and outsourcing the advisory
work which automatically help clients in knowing the market and this also increase the
market value of Sharekhan .

In the above case , we can see that there is one trainer which is managing all the work , so
in this distribution of work is needed instead of 1 trainer the work can be done by 3
trainers which will increase the efficiency and effectiveness of training .

This increases the efficiency level of interns and leads to completion of target on time .
Interns can also help in training clients about the Sharekhan features and services
which brings helping hand for marketing team as they can give some clients to every
intern

For advisory services , the work can be outsourced to small advisory firm where clients
can call and get market tips in this the reach of Sharekhan

This brings to trust factor that clients can easily trust Sharekhan when it comes to
investment . Sharckhan can tie up with online advisory firms which give their clients
regular market updates .

Every retail individual wants to have advice about the share market as this helps
them in caming easy money . Advisor helps them to understand the merits and
demerits of demat account

31
CHAPTER 3: RESEARCH
METHODOLOGY

32
 CONVENIENCE SAMPLING

 SAMPLING DESIGN

A sampling unit can refer to any single person, animal, plant, product or
‘thing’ being researched. In the context of market research, a sampling
unit is an individual person. The term sampling unit refers to a singular
value within a sample database. For example, if you were conducting
research using a simple university students, a single university student
would be a sampling unit. Sampling units are taken from an entire
population, such as country, customer, database or region, and put into a
smaller group to form a research sample. This group of units used to
research, analyse, and draw conclusion on.

In this research the sample unit is Customers of the Sharekhan Ltd.

 SAMPLE SIZE

Sample size is count of individual samples or observation in any

statistical setting, such as a scientific experiment or a public opinion
survey. Though a relatively straightforward concept, choice of sample
size is a critical determination for a project. Too small a sample yields
unreliable results, while on overlay large sample demands agood deal of
time and resources. Sample size measures the number of individual
samples measured or observations used in a survey or experiment. For
example, if you test 30 samples of soil for evidence of acid rain, your
sample size is 30. If an online survey returned 30 completed
questionnaires, your sample size is 30. In statistics size is generally
represented by the variable “n”.

The sample size of this project report is 30.

33
 DATA COLLECTION DESIGN

Data Collection is a process of collecting information from all the relevant

sources to find answers to all research problem, test the hypothesis and evaluate
the outcomes. Data collection methods can be divided into two categories:
secondary methods of data collection and primary methods of data collection.

 Primary Data Collection Methods

Primary data collection methods can be divided into two groups: quantitative and
qualitative:

Quantitative data collection methods :

are based in mathematical calculations in various formals. Methods of

quantitative data collection and analysis include questionnaires with closed-ended
questions, methods of correlation and regression, mean, mode and median and
others. Quantitative methods are cheaper to apply and they can be applied within
shorter duration of time compared to qualitative methods. Moreover, due to a
high level of standardization of quantitative methods, it is easy to make
comparisons of findings.

Qualitative research methods :

on the contrary, do not involve numbers or mathematical calculation. Qualitative

research is closely associated with words, sounds, feeling emotions, colours and
other elements that are non-quantifiable, Qualitative studies aim to ensure greater
level of depth of understanding and qualitative data collection methods include
interviews, questionnaires with open-ended questions, focus groups, observation,
game or role-playing, case studies etc.
The choice between quantitative methods of data collection depends on the area
of your research and the nature of research aims and objectives.

34
  Secondary Data Collection Methods

Secondary data is a type of data that has already been published in books.
Newspapers, magazines, journals, online portals etc. There is an abundance of
data available in these sources about your research area. Therefore, application of
appropriate set of criteria include, but not limited to date of publication,
credential of the author, reliability of the source, qualityof discussions, depth of
analysis, the extent of contribution of the text to the development of the research
area etc

Secondary research is a very common research method, used in lieu of

collecting your own primary data. It is often used in research designs or as a
way to start your research process ifyou plan to conduct primary research later
on.

Since it is often inexpensive or free to access, secondary research is a low-

stakes way to determine if further primary research is needed, as gaps in
secondaryresearch are a strongindication that primary research is necessary.

For this reason, while secondary research can theoretically be exploratory or

explanatory innature, it is usually explanatory: aiming to explain the causes
and consequences of a well- defined problem.

35
 OPERATIONAL DESIGN

Operational strategies are implemented in Sharekhan as shown in the chart given

above and the main points of consideration are Efficiency, Dependability, Quality
and Flexibility.

The Points demand a facility mission that is made up of process, capacity,

facilities, vertical integration, and infrastructure facilities provided to get the
desired outputs as per the plan.

So Yes, demand a facility mission that is made up of process, capacity, facilities,

vertical integration, and infrastructure facilities provided to get the desired
outputs as per the plan.

In this way, the Operations are managed with the best efforts in a direction that is
to facilitate future plans by achieving success in time and create milestones in the
industry by driving the company with excellence.

SHAREKHAN - WHY THEY ARE UNIQUE

Obviously , there are numerous other stock brokers with certain different privileges to offer
to their potential clients , then why Sharekhan ?

Well , Sharekhan is one of the top 3 full - service brokers of India , who follow well -
organised and strong protocols , thus there is no way diverging of their policies as they are
strongly bound and dedicated to them . Apart from them , they have some unique products
and services that others won't get from other broker of similar premises.

36
 TRADETIGER

It's probably the most terrific and robust secret weapon , that Sharekhan has . It's a well -
designed trading platform that is laced with all the possible facilities and features that a
potential trader or investor can ever dream of .
A seamless platform , which is also equally advantageous for the NRIs , can no wayget
beaten by any of the prevalent

trading apps till date , for sure ! .

SHAREKHAN MINI No customer is minor !

This policy led Sharekhan to devise this handy and low bandwidth platform . The suffix '
Mini ' is suggestive of the fact that this mobile accessed browser - based platform is like a
miniature version of original heavy bandwidth platforms .

PATTERN FINDER Is it getting un - affordable for you to hire your personal financial
advisor ? Do you want proper guidance with quality suggestions ? Sharekhan's Pattern
Finder will be your best companion for the same . A tool that is intelligent and can act as
your personal advisory .

UNIQUE SERVICES Ever thought of free call & trade ? Yes that's not impossible , as far as
Sharekhan is in the run ! They render their Call & Trade services completely for free . No
charges at all •

O - ALERT API We already know much about Trade Tiger . But do you know it has got a
wonderful . API system .

FREE MUTUAL FUND ACCOUNT Sharekhan Offers Free Mutual Fund investment
account to its customer .

37
 DATA ANALYSIS AND INTERPRETATION

Q1. In which of these Financial Instruments do you invest into?

Financial Investement Percentage of respondent

Mutual Fund 75%
Bond 16%
Online Trading 7%
Derivative 2%

Interpretation:

This shows that although the mutual funds market is on the rise yet, the most
favored investment continues to be in the Share Market. So, with a more
transparent system, investment in the StockMarket can definitely be increased.

Q2. Are you aware of online Share trading?

Aware of online share trading Percentage of respondent

Yes 72%
No 28%

38
Interpretation:

With the increase in cyber education, the awareness towards online share trading
has increased byleaps and bounds. This awareness is expected to increase further
with the increase in Internet education.

Q3. Heard about Sharekhan Ltd?

Awareness of Sharekhan Ltd. Percentage of Respondent

Yes 70%
No 30%

39
Interpretation:

his pie-chart shows that This brand image should be further leveraged by the company to
increase itsmarket share over its competitors.

Q4. Do you know about the facilities provided by Sharekhan Ltd?

Awareness of Percentage of respondent

Sharekhan
Ltd. Services
Yes 36%
No 64%

Sales

Yes
No

Interpretation:

Although there is sufficiently high brand equity among the target audience yet,
it is to be noted that the customers are not aware of the facilities provided by the
company meaning thereby, that the company should concentrate more towards
promotional tools and increase its focus on productawareness rather than brand
awareness.

40
Q5. Which company provide a less brokerage rate ?

Company Name Percentage of respondent

Sharekhan Ltd. 22
HDFC 11
ICICI 17

Interpretation:

44% have respondent of Sharekhan ltd, 22% have respondent of HDFC, 34% have
respondent ofICICI

Q6. Which company provide you a large number of product and services?

Company Name Percentage of respondent

Sharekhan Ltd. 22
HDFC 10
ICICI 18

41
Interpretation:

44% have respondent of Sharekhan Ltd, 20% have respondent of HDFC, 36% have
respondent ofICICI.

Q7 Constraints that are holding back to individual for investment?

No. Percentage (%)

Lack of knowledge 64 21
Lack of Guidance 58 19
Lack of Fund Availability 70 23
Lack of Risk taking 108 36
Ability

120 108
100
80 70
64
58
60
36
40
21 19 23
20

Lack of Lack of Lack of Fund Lack of Risk

Guidance Availability taking Ability

No.

42
Q8 Exchange preferred by individual Derivatives?

BSE 155
NSE 145

156 155
154
152
150
148
146
144
142
140
BSE NSE

Series1

Q9. According to your perspective which investment gives you maximum

return?

(1) Share Market

(2) Mutual Funds

(3) Purchasing insurance policy

43
Interpretation:
As of today people believe in secured investment with no risk & high return. So
insurance policy are the best option for them as they give good return after
period of time,

Represent a pie chart

USER OF DEMAT ACCOUNT

Sales

Sharekhan ltd
ICICI
HDFC

Q10.Factors that are to consider by Individual at the time of investment ?

As of today people believe in secured investment with no risk & high return. So
insurance policy are the best option for them as they give good return after
period of time, Share market has alsocome up in a big way though the risk factor
is bit too high despite good return.

Obstacles No. Rank

Risk Reduction 129 1

44
 Leverage Benefit 112 2

Arbitrage Benefit 12 5

Speculative Motive 15 4

Liquidity preference 32 3

140
120 112
100
80
60
40 32
12 15
20

Risk Leverage Arbitrage Speculative Liquidity

Reduction Benefit Benefit Motive preference

No. Rank

Q11 Different age group of respondent.

AGE %
Below 30 54
31 - 45 32
46 - 60 11
Above 60 3

45
 From the above chart we can know that young persons are interested in
investing in stock market and also it shows their risk taking willingness
and accurate decision making ability. If look at adult group then they are
also little bit taking interest in stock market.

Q12. Education

EDUCATION %
Undergraduate 23
Graduate 48
Postgraduate 29

Above chart shows that more graduate people takes initiative stock maket
working than undergraduates and post graduates. It can also be derived from the
chart 4 that people who are youngster and graduates would like to work in stock
market.

Q13. Occupation

OCCUPATION %
Professional 20
Businessman 40
Working in Pvt. Firm 29
Government Employee 11

As businessmen are more accurate decision makers and also risk takers,
therefore they takes more interest in stock market working. Compare to
professional, government employee and working in private firms. While
employees working in private Firms are also growing as stock market
investors.

46
Q14. Where do you invest your savings?

Use of Saving Option %

Bank FD 10
Mutual Fund 28
Shares/Equity 42
Insurance 15
Other 5

If we evaluate all the above charts then we can make note that younger, graduate
and businessmen are stock market investors, therefore it directly implies more
use of savings in stock market as shown in chart. While about 13-18% of saving
goes to bank FD, mutual fund, insurance And due to increasing knowledge, risk
taking willingness and changing market trend, very less people goes to postal
schemes investment.

Q15. Do you participate in equity market? If yes, what best describes you as

Participate as % No of
Participant
Investor 65 45

Trader 35 25

Interpretation

47
 As investment is safer than trading, therefore more portion of the market
prefers investment to trading, in spite of existence of more risk takers.
Portion of trading is not that much of less than investment, but due to
involvement of more loss of money enables less people to go for it.

Q16. In your opinion, which medium is the more reliable for trading in stock market?

Medium for Trading %

Through Broker 36
Online Direct Participant 64

Increased use of internet technology has lead people to go for more online
direct participant. Online direct participate also gives some benefits of
time and cost saving, less paper work and fast decision making.

Q17. Out of following online traded products, in which you trade regularly?

Online Traded Products %

F&O 34
Cash 38
Commodity 21
Currency 7

48
Interpretation
As people more prefer investment in cash therefore is more online
traded product F & O and commodity are traded nearby 21-38%.

Q18. Why do you prefer online trading?

Preference
Online Fund Transfer 26
Comfortable Transfer 27
No Geographical Boundary 23
Paperless Transaction 26

Interpretation

From the above chart we can conclude that 35% respondent are
doing online trading due to online fund transfer while 26 % are
because of the comfortabletrading & 18-21% are doing because
of the no geographical boundary and paperless transaction.

49
 TESTING OF HYPOTHESIS

Testing of Hypothesis using Z-test ( Two tailed ) :

1. ) The Null Hypothesis ( Ho ) :

"There is no significant difference in level of literacy about Derivatives & Commodities

among the people of Rajkot City.

Therefore , Ho:u = 50%

H₁:u =(Not Equal To) 50%

2. ) Level of Significance : o

The Level of significance should be setata = 0.05

3. ) The Statistical Test :

Z - No.of standard deviations for the desired level of confidence .

4. ) The Decision Rule

Ox Z X – Mean of the sample

1.0 ( 1-0.025 ) = 0.975

U – Mean of the population or hypothetical mean

ax = Estimate for the standard error or the mean 1.9 + 0.6-1.968-1.96 ( the result will be
between two )

50 % 50 % = = = 5 / rootof300-1 15 / 17,29 0.8676 55-50 / 0.8676 5.763 5. )

Draw a statistical conclusion

The absolute value of the computerized Z statistic ( 5.763 ) is larger than 1.96 , therefore
null hypothesis is rejected. So, Alternate Hypothesis is accepted.

50
 CHAPTER 4
FINDINGS &
INTERPRETATION

51
 FINDINGS

From The Research Objective Following Can Be Interpreted :

✓ 40 %doing
% were of businessmen are risk takers and they prefer trading and out of that 15
intraday trading

✓
postOut of 48 %
graduate graduate
working as 15 % of employees
government working in private firm and 20 %
employee.

✓
firm15Employees
% of Private firmmutual
prefer Employees
fund prefer Bank compare
investment FD and 40
to % of Private
others

✓ There were 33 % of the businessmen investing in shares out of all the investors.

✓ 35 % of businessmen and 34 % of Private firm Employees were online traders

✓ Out of all the online traded products 25 % of F & O preferred by Private firm
Employees, 29 % of equity preferred by businessmen, 15 % of commodity
preferred by Private firm Employees and 5 % of currency preferred Private firm
Employees

✓ Out of all the long term investors, 50 % were Private firm Employees,

✓ Out of all the short term investors 20 % were Private firm Employees and

✓ Out of all the intraday traders 40 % were businessmen

Thus we say that online trading has gained more attention of today's generation and
more no. of businessmen and Private firm Employees are taking initiative towards
stock market working It can be said that consumer behave rationally , are risk takers
and also they prefer keeping pace with changing technology ie ; online trading .

52
 CHAPTER 5:
LIMITATION

53
 LIMITATIONS

 Lack of awareness of capital market :

Since the area is not known before it takes lot of time in convincing people to
start investing in shares primarily in IPO's . .

 Some people are comfortable with traditional system :

As people are doing trading from there respective brokers , they are quite
comfortable to trade via physical form of paper . .

 Lack of Techno Savvy people and poor internet penetration :

Since most of the people are quite experienced and also they are not techno
savvy . Also Internet penetration is poor in India . .

 Some respondents are unwilling to talk :

Some respondents either do not have time or willing does not respond , as they
are quite annoyed with the phone call .

 Inaccurate Leads ;

Sometimes leads are provided which had error in it , which varies from only
5 digit phone number to wrong phone number .

 Misleading concepts :

Some people think that as all the shares are in electronic form and they don't
have any physical proof . Sometimes this leads to a great misconception of
the entire process

 The time constraint was one of the major problems

 The study is limited to the different schemes available under the

Demat account selected.

 The lack of information souces for the analysis part.

54
 SUGGESTIONS

1. MORE BRANCHES –

Need to open more branches to be a topper in market Because it has a low

distribution network

2. LESS TIME -

They should try to make some arrangements to reduce account opening time by
verifying documents at branch it selves.

3. LINK - BANK A / Cs -

Linked as many accounts as client wants to its online account.

4. NEW BANKS IN THE KITTY –

Need to tie up with major banks like SBI, Allahabad Bank, Bank of Baroda etc.

5. CUSTOMER SATISFACTION -

The company should focus on the customer satisfaction not on just taking money
from their pocket.

6. CONTROLLED BRANCHES -

The company would have to make some arrangements to control the branches
and make standardized procedures for all of them for their better control and
performance appraisal.

 Commitment should be equalized for every person.

 Provide the facility of free demonstrations for all.

 Improvement in the opening of De - mat & contract notice procedure is required.

 There should be a limited number of clients under the relationship manger. So that
he can handle new as well as old customer properly.

 Some promotional activities are required for the awareness of the customer.

55
 CHAPTER 6:
CONCLUSION &
RECOMMENDATIONS

56
 CONCLUSION

The objective of this study is to develop a theoretical model to explain and predict the stock
traders ' behavioral intentions to use online trading by using the concepts of perceived benefit
, perceived risk and trust .

This study reveals that perceived risk is a more important influential factor than perceived
benefit in online trading decision making. However, building a risk - free online stock trading
environment is much more difficult than providing benefits to customers. Online trading
companies need to search for risk - reducing strategies that might assist in inspiring high
confidence in customers.

This study suggests that online trading companies should consider focusing more on the
prevention of intrusion, fraud and identity theft.

The current generation of investors is trading very actively by historical standards. Investors
are flush with cash, partly because of a robust economy, and partly because they are
borrowing aggressively.

Very active investors are often making decisions in a situation of high uncertainty.

On - line investors have concentrated their trading in e - commerce and other high - tech
firms. Many e-commerce firms have novel, untested business plans.

Many have little or no earnings. Online brokers should provide customers with digital
receipts or a guarantee for every transaction in order to increase customers ' confidence with
regard to online trading Customers may be willing to trust in online trading if they're
confident that the service providers stand behind their service

57
 BIBLIOGRAPHY

1. www.google.com

2. www.bscindia.com

3. www.nseindia.com

4. www.moneycontrol.com

5. www.sharekhan.com

6 www.icicidirect.com

7. www.5paisa.com

8. www.Indiabulls.com

9. www.hdfcsecurities.com

10. www.karyy.com

NEWSPAPERS

1. ECONOMIC TIMES

2. TIMES OF INDIA

3. FINANCIAL EXPRES

58
PLAGIARISM

59
 ANNEXURE

Company Profile Questionnaire :

Questionnaire on stock market investment :
Name :
Age :
Email id :
Occupation :

1. Would you like to open a Demat Account with Sharekhan ?

o Yes
o No
o Maybe , If the right information is provided
2. Are you an Active Investor ?

o Yes
o No

3. What kind of investment you have made so far ?

o Savings
o Fixed Deposits
o Mutual Funds
o Gold
o Equity/Stock Market
o Real Estate
o PPF
o Insurance
4. What is the purpose of your investment ?

o To meet the cost of inflation .

o To eam a good return on idle resources .
o To make a provision for an uncertain future
o To generate a specific sum of money for a specific goal in life
o Others
5. Have you ever invested in Equity Market ?

o Yes
o No
o Planning to invest in future

6. If not , then why ?

60
 o Lack of interest
o Lack of knowledge
o Unavailability of such firms to provide information

7. If yes , then in which sector do you invest more ?

o IT
o Pharmacy
o Telecom
o Banking
o Petroleum
o Automobile
o Entertainment
o Oil and
o Gases Engineering Metals and Mining
8. What sources do you use to make decisions on investments in stock market ?

o TV
o Press
o Broker advice
o Others
9. What are the objective factors that you think are in general taken into account
when invested in stock market ?

o Dividend
o Low share price Expectation of share price increase
o Returns of other substitutive investments
o Taxation of dividends and stock market gains
o Other
10. What sources do you use to track your investments ?

o Internet
o TV
o Press
o Broker advice
o Other

61