the area of internship and learning objectives

8/14/2019 The Area of Internship and Learning Objectives

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CERTIFICATE

This is to certify that the project work done on Perception of Consumers

Towards Stock Market Submitted to Apeejay School of Management, Dwarka

by Navonil Nag in partial fulfillment of the requirement for the award of PG

Diploma in Business Management, is a bonafide work carried out by him/her

under my supervision and guidance. This work has not been submitted anywhere

else for any other degree/diploma. The original work was carried out during -------

-to ----- in Sharekhan Limited.

Date: Seal/Stamp of the Organization Name of the Corporate

Mentor/Faculty Mentor

Address:


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ACKNOWLEDGEMENT

I express my deep sense of gratitude towards my guide Professor Neeraj Singhal, faculty

of Apeejay School of Management, Dwarka, without whose help this project study would

have been extremely difficult. He has helped me with his valuable suggestions in

preparing this project right from the beginning till the final draft of the report. For his

kind effort to make all the required facilities available and gave his valuable suggestions

in preparing this project report.

I am also thankful to Mr. Jaipal Singh (Assistant Manager) for giving me an opportunity

for giving me an opportunity for getting in valuable experiences in such reputed

organization and providing me the actual training, required knowledge and guidance in

completing this training successfully.

Finally, I would like to thank my parents, friends and colleagues who helped me

directly and indirectly in preparation of the project report.


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Executive Summary

Conceptually the mechanism of stock market is very simple. People who are exposed to

the same risk come together and agree that if anyone of the person suffers a loss the other

will share the loss and make good to the person who lost.

The initial part of the project focuses on the job and responsibilities I was allotted as a

summer trainee. It also makes the readers aware about the techniques and methodology

used to bring this report alive. It also describe about the objective of this study.

It also enlightens the readers about Sharekhan Limiteds strategies to acquire new

customers. Further the project tells us about the profile of the company (Sharekhan Ltd.).

It provides knowledge to the readers regarding the companys history, mission, vision,customer base and the reasons to be associated with the company. Also it gives special

emphasis on the selling of products and management of the company.

The next few chapters are devoted to the study of my project in a very basic way. It also

suggests some of the strategies that can be applied to earn more even when the market is

too much volatile. The next part of the project throws light upon my findings and analysis

about the company and the suggestions for the company for better performance.


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CHAPTER 1


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The Area of Internship and Learning Objectives

The primary objective of the summer internship program was to get awareness about the

stock market, its variables and the various factors that govern the stock market. Since the

area of internship was both for finance as well as marketing it include both trading andfield works.

The specific field chosen by me was to study the perception of consumers towards stock

market. For this process Sharekhan provided classes to us for a month regarding various

aspects of share market and demat account. Also were the program objectives

1. To understand and learn to trade.2. Equity and Debt investment avenues.3. The risk and return factors of financial investments.4. To learn the various terminologies of the stock market.

Since my area of internship was marketing the primary focus of my area of internship

was to generate leads for opening of demat accounts and brand promotion of Sharekhan.

For this the objectives were:

1. Understand the importance of Lead Management System.2. How leads are sourced and uploaded in the system.3. Leads updating with proper status.4. Questionnaire activities.

In marketing leads play an important role for getting new customers. Leads give the

organization a list of prospects who are interested in using their products. Now days LMS

softwares are used almost by every organization because it gives the organization a

competitive edge. Also it saves the time and efforts of the employees of the organization

because LMS directly gives them the list of consumers who want to buy their product.


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How Leads Flow into LMS

Every Lead captured by SE should be uploaded in the LMS (by email to his Team

Manager) for proper Updating, Follow-ups & Records.

LEADS UPLOAD FORMAT


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Handling Sales Call and Sales Materials

Sales call and sales material for Sharekhan include the following aspects:

1. Appointment Fixing: Appointment fixing is the procedure of meeting the clientwho wants to know more about the product. While going for an appointment we

should always bepositive.No client wants to hear a person who sounds dull. We

should speak clearly, so that the client can understand our statement. We should

always address person from his last name. We are not supposed to use fillers.

Don't Ask Close Ended Questions as they will have only YES or NO answers.

Don't interrupt the client while he speaks. A Good Sales Person is a Good

Listener first & then a Good Speaker.

2. Client Meeting: Value time both for client as well as for the sales person. Weshould be on time. We should dress formally and should look like a sales

executive. Every product & services requires mature approach and we should

handle it effectively. Carry relevant information about the market and the sales

kit.

3. Presentation to Clients: We should always open our presentation with greetingsand identifying clients needs by asking open ended questions. This will help the

sales person in profiling & positioning the services accordingly. During

presentation we should try to go for trail close. Question like : On whose name are

u planing to open an Account is quite appropriate to the situation.

4. Objection Handling: Rephrase the Client Objection to know whether theobjections are real or not. Provide more information to solve the objection. If the

client focuses on Brokerage, try to talk about returns first & then address the

brokerage issue & vice versa.

5. Closing: Closing is the most important part of a Sales Process. Take out the KYC& then complete all the formalities.


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CHAPTER 2


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INTRODUCTION OF SHAREKHAN LTD.

Sharekhan Ltd.is one of the leading retail stock broking house of SSKI Group which is running

successfully since 1922 in the country. It is the retail broking arm of the Mumbai-based SSKI

Group, which has over eight decades of experience in the stock broking business. Sharekhan

offers its customers a wide range of equity related services including trade execution on BSE,

NSE, Derivatives, depository services, online trading, investment advice etc.

The firms online trading and investment site - www.sharekhan.com - was launched on Feb 8,

2000. The site gives access to superior content and transaction facility to retail customers across

the country. Known for its jargon-free, investor friendly language and high quality research, the

site has a registered base of over one lakh customers. The content-rich and research oriented

portal has stood out among its contemporaries because of its steadfast dedication to offering

customers best-of-breed technology and superior market information. The objective has been to

let customers makeinformed decisions and to simplify the process of investing in stocks.

On April 17, 2002 Sharekhan launched Speed Trade, a net-based executable application that

emulates the broker terminals along with host of other information relevant to the Day Traders.

This was for the first time that a net-based trading station of this caliber was offered to the

traders. In the last six months Speed Trade has become a de factostandard for the Day Trading

community over the net.

Sharekhans ground network includes over 640 centers in 280 cities in India which provide a host

of trading related services.

Sharekhan has always believed in investing in technology to build its business. The company has

used some of the best-known names in the IT industry, like Sun Microsystems, Oracle, Microsoft,

Cambridge Technologies, Nexgenix, Vignette, Verisign Financial Technologies India Ltd, Spider

Software Pvt Ltd. to build its trading engine and content. The Morakhiya family holds a majority

stake in the company. HSBC, Intel & Carlyle are the other investors.

With a legacy of more than 80 years in the stock markets, the SSKI group ventured into

institutional broking and corporate finance 18 years ago. Presently SSKI is one of the leading

players in institutional broking and corporate finance activities. SSKI holds a sizeable portion of

the market in each of these segments. SSKIs institutional broking arm accounts for 7% of the


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market for Foreign Institutional portfolio investment and 5% of all Domestic Institutional

portfolio investment in the country. It has 60 institutional clients spread over India, Far East, UK

and US. Foreign Institutional Investors generate about 65% of the organizations revenue, with a

daily turnover of over US$ 2 million. The Corporate Finance section has a list of very prestigious

clients and has many firsts to its credit, in terms of the size of deal, sector tapped etc. The group

has placed over US$ 1 billion in private equity deals. Some of the clients include BPL Cellular

Holding, Gujarat Pipavav, Essar, Hutchison, Planetasia, and Shoppers Stop.

PROFILE OF THE COMPANY

Name of the company: Sharekhan ltd.

Year of Establishment: 1925

Headquarter : ShareKhan SSKI

A-206 Phoenix House

Phoenix Mills Compound

Lower Parel

Mumbai - Maharashtra, INDIA- 400013

Nature of Business : Service Provider

Services : Depository Services, Online Services and

Technical Research.

Number of Employees : Over 3500

Revenue : Data Not Available


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Website : www.sharekhan.com

Slogan : Your Guide to The Financial Jungle.

Vision

To be the best retail brokering Brand in the retail business of stock market.

Mission

To educate and empower the individual investor to make better investment

decisions through quality advice and superior service.

Sharekhan is infact-

Among the top 3 branded retail service providers No. 1 player in online business Largest network of branded broking outlets in the country serving more than 7,00,000

clients.

REASON TO CHOOSE SHAREKHAN LIMITED

Experience

SSKI has more than eight decades of trust and credibility in the Indian stock market. In the Asia

Money broker's poll held recently, SSKI won the 'India's Best Broking House for 2004' award.

Ever since it launched Sharekhan as its retail broking division in February 2000, it has been

providing institutional-level research and broking services to individual investors.
http://www.sharekhan.com/http://www.sharekhan.com/http://www.sharekhan.com/


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Technology

With its online trading account one can buy and sell shares in an instant from any PC with an

internet connection. One can get access to its powerful online trading tools that will help him take

complete control over his investment in shares.

Accessibility

Sharekhan provides ADVICE, EDUCATION, TOOLS AND EXECUTION services for

investors. These services are accessible through its centers across the country over the internet

(through the website www.sharekhan.com) as well as over the Voice Tool.

Knowledge

In a business where the right information at the right time can translate into direct profits, one can

get access to a wide range of information on Sharekhan limiteds content-rich portal. One can

also get a useful set of knowledge-based tools that will empower him to take informed decisions.

Convenience

One can call its Dial-N-Trade number to get investment advice and execute his transactions.

Sharekhan ltd. have a dedicated call-centre to provide this service via a Toll Free Number 1800-

22-7500 & 1800-22-7050 from anywhere in India.

Customer Service

Sharekhan limiteds customer service team will assist one for any help that one may require

relating to transactions, billing, demat and other queries. Its customer service can be contacted via

a toll-free number, email or live chat on www.sharekhan.com.

Investment Advice

Sharekhan has dedicated research teams of more than 30 people for fundamental and technical

researches. Its analysts constantly track the pulse of the market and provide timely investment

advice to its clients in the form of daily research emails, online chat, printed reports and SMS on

their mobile phone.


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SHAREKHAN LIMITEDS MANAGEMENT TEAM

Dinesh Murikya : Owner of the company

Tarun Shah : CEO of the company

Shankar Vailaya : Director (Operations)

Jaideep Arora : Director (Products & Technology)

Pathik Gandotra : Head of Research

Rishi Kohli : Vice President of Equity Derivatives

Nikhil Vora : Vice President of Research

PRODUCTS AND SERVICES OF SHAREKHAN LIMITED

The different types of products and services offered by Sharekhan Ltd. are as follows:

Equity and derivatives trading Depository services Online services Commodities trading

Dial-n-trade

Portfolio management Share shops Fundamental research Technical research


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TYPES OF ACCOUNT IN SHAREKHAN LIMITED

Sharekhan offers two types of trading account for its clints

Classic Account (which include a feature known as Fast Trade Advanced ClassicAccount for the online users) and

Speed Trade Account

CLASSIC ACCOUNT

This is a User Friendly Product which allows the client to trade through website

www.sharekhan.com and is suitable for the retail investor who is risk-averse and hence

prefers to invest in stocks or who does not trade too frequently. This account allow

investors to buy and sell stocks online along with the following features like multiple


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watch lists, Integrated Banking, Demat and digital contracts, Real-time portfolio tracking

with price alerts and Instant credit & transfer.

This account comes with the following features:

a. Online trading account for investing in Equities and Derivativesb. Free trading through Phone (Dial-n-Trade)

I. Two dedicated numbers(1800-22-7500 and 39707500) for placing theorders using cell phones or landline phones

II. Automatic funds transfer with phone banking facilities (for Citibank andHDFC bank customers)

III. Simple and Secure Interactive Voice Response based system forauthentication

IV. get the trusted, professional advice of Sharekhan limiteds Tele BrokersV. After hours order placement facility between 8.00 am and 9.30 am

c. Integration of: Online Trading +Saving Bank + Demat Account.d. Instant cash transfer facility against purchase & sale of shares.e. IPO investments.f. Instant order and trade confirmations by e-mail.g. Single screen interface for cash and derivatives.

SPEED TRADE ACCOUNT

This is an internet-based software application, which enables one to buy and sell in an instant. It

is ideal for active traders and jobbers who transact frequently during days session to capitalize on

intra-day price movement.

This account comes with the following features:

a. Instant order Execution and Confirmation.b. Single screen trading terminal for NSE Cash, NSE F&O & BSE.c. Technical Studies.d. Multiple Charting.e. Real-time streaming quotes, tic-by-tic charts.f. Market summary (Cost traded scrip, highest value etc.)g. Hot keys similar to brokers terminal.


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h. Alerts and reminders.i. Back-up facility to place trades on Direct Phone lines.

CHARGE STRUCTURE

Fee structure for General Individual:

Charge Classic Account Speed Trade Account

Account Opening Rs. 750/= Rs. 1000/=

Brokerage

Intra-day0.10 %

Delivery - 0.50 %

Intra-day - 0.10%

Delivery - 0.50%

Depository Charges:

Account Opening Charges Rs. NIL

Annual Maintenance ChargesRs. NIL first year Rs. 300/= p.a. from second

calendar year onward

HOW TO OPEN AN ACCOUNT WITH SHARE KHAN

LIMITED?

For online trading with Sharekhan Ltd., investor has to open an account. Following are the ways

to open an account with Sharekhan Ltd.:

One need to call them at phone number provided below and asks that he want to open anaccount with them.

a. One can call on the Toll Free Number: 1-800-22-7500 to speak to a CustomerService executive

b. Or If one stays in Mumbai, he can call on 022-66621111 One can visit any one of Sharekhan Limiteds nearest branches. Sharekhanhas a huge

network all over India (640 centers in 280 cities). One can also log on tohttp://sharekhan.com/ link to find out the nearest branch.


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One can send them an email at [email protected] to know about their products andservices.

One can also visit the site www.sharekhan.com and click on the option Open anAccount to fill a small query form which will ask the individual to give details regardinghis name, city he lives in, his email address, phone number, pin code of the city, hisnearest Sharekhan Ltd. shop and his preferences regarding the type of account he wants.

These information are compiled in the headquarter of the company that is in Mumbai

from where it is distributed through out the countrys branches in the form of leads on the

basis of cities and nearest share shops. After that the executives of the respective

branches contact the prospective clients over phone or through email and give them

information regarding the various types of accounts and the documents they need to open

an account and then fix appointment with the prospective clients to give them

demonstration and making them undergo the formalities to open the account. After thatthe forms that has collected from the clients, is scrutinized in the branch and then it is

sent to Mumbai for further processing where after a few days the clients account are

generated and activated. After the accounts are activated, a Welcome Kit is dispatched

from Mumbai to the clients address mentioned in the documents provided by them. As

soon as the clients receive the Welcome Kit, which contains the clients Trading ID and

Trading Password, they can start trading and investing in shares.

Generally the process of opening an account follows the following steps:

LEAD MANAGEMENT SYSTEM LMS REFERENCES

CONTACT THE PERSON OVER PHONE OR THROUGH EMAIL

FIXING AN APPOINTMENT WITH THE PERSON

GIVING

NOYES

DOCUMENTATION
http://www.sharekhan.com/http://www.sharekhan.com/


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Apart from two passport size photographs, one needs to provide with the following documents in

order to open an account with Sharekhan Limited.:

Photocopy of the clients PAN Card which should be duly attached

Photo copy of any of the following documents duly attached which will serve ascorrespondence address proof:

Passport (valid).

Voters ID card.

Ration Card.

Driving License (valid).

Electricity Bill (should be latest and should be in the name of the client).

Telephone Bill (should be latest and should be in the name of the client).

Flat Maintenance Bill (should be latest and should be in the name of the

client).

Insurance Policy (should be latest and should be in the name of the client).

Lease or Rent Agreement.

FILLING UP THE FORM

SUBMISSION OF THE FORM

LOGIN OF THE FORM

SENDING ACCOUNT OPENING KIT TO THE CLIENT

TRADING


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Saving Bank Statement** (should be latest).

Two cheques drawn in favour of Sharkhan Limited, one for the AccountOpening Fees and the other for the Margin Money (the minimum margin money

is Rs. 5000).

** A cancelled cheque should be given by the client if he provides Saving Bank Statement

as a proof for correspondence address.

NOTE: Only Saving Bank Account cheques are accepted for the purpose of

Opening an account.

RESEARCH SECTION IN SHAREKHAN LIMITED

Sharekhan Limited has its own in-house Research Organisation which is known as

Valueline. It comprises a team of experts who constantly keep an eye on the share market

and do research on the various aspects of the share market. Generally the research is

based on the Fundamentals and Technical analysis of different companies and also taking

into account various factors relating to the economy.

Sharekhan Limiteds research on the volatile market has been found accurate most of the

time. Sharekhan's trading calls in the month of November 2007 has given 89% strike

rate.

Out of 37 trading calls given by Sharekhan in the month of November 2007, 33 hit the

profit target. These exclusive trading picks come only to Sharekhan Online Trading

Customer and are based on in-depth technical analysis.

As a customer of Sharekhan Limited, one receives daily 5-6 Research Reports on their

emails which they can use as tips for investing in the market. These reports are named as

Pre-Market Report, Eagle Eye, High Noon, Investors Eye, Daring Derivatives and Post-


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Market Report. Apart from these, Sharekhan Limited issues a monthly subscription by

the name of Valueline which is easily available in the market.

AWARDS AND ACHIEVEMENTS

SSKI has been voted as the Top Domestic Brokerage House in the researchcategory, twice by Euromoney Survey and four times by Asiamoney Survey.

Sharekhan Limited won the CNBC AWARD for the year 2004.


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CHAPTER 3


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Job Description and Functional Profile

We were given the following role as trainees in Sharekhan:

1. To generate leads by filling questionnaires in different areas of Delhi andNCR.

2. To assist and coordinate with the sales team and help them to sale the productas well as assist them in the field works.

3. To generate leads by cold calling.4. To understand the needs of customers and accordingly design a portfolio to

suit their needs.

5. Sales promotion through sending email, distributing pamphlets and makingcold calling.

6. To survey people regarding the popularity of Sharekhan as a stock brokingfirm and their perception about stock market.

TARGET MARKET

1. Different properties dealers.2. Charted accountants.3. Employees of both Government and Private Offices.4. College going students.5. House wives.6. Businessmen.7. Corporate Employees etc.

TARGET ASSIGNED

To sell 4 demat accounts per month.


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DAY TO DAY JOB DESCRIPTION

Reporting time: 9:00 AM Trading in stock market in Currency and NIFTY. Questionnaire activities for brand promotion and lead generation. Cold calling for lead generation. Checking of Know Your Customers Form whether they are complete or not. Making appointments with prospective clients. Check out time 5:00 PM.

REPORTING RELATIONSHIP

We were required to report to our corporate mentor Mr. Jaipal Singh, who is alsothe Assistant Manager at Sharekhan Limited, Jhandewalan office on a daily basis.

WORK ENVIRONMENT

1. Friendly, cooperative and helpful staff.2. Disciplined working environment.3. Personal computers and internet connection were provided for trading purpose.4. Telephones were provided for the purpose of cold calling.5. Flexibility in terms of timings for going for surveys.


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CHALLENGES FACED DURING INTERNSHIP

1. Persuading customers to go for a Demat account is very challenging because theyhave a perception that investing money in stock market is not safe.

2. To get the contact details of interviewee while going for questionnaire surveys isvery challenging because they are reluctant to give their contact numbers and

sometimes give wrong contact number.

3. To generate the correct lead and then converting them into a successful client.4. Meeting the expectations of the clients.5. Getting the work done assigned to us, as trainees, by the company.6. Reaching the client by the time given by him.


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CHAPTER 4

PART 1


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WEEKLY ANALYSIS

WEEK No. 1:

Had theory classes for a week in Sharekhan. In this training we were told about

Sharekhan Company, history of Sharekhan, organization structure, products, Sharekhan

research reports, trading techniques, clients, Demat accounts, Derivatives, and Online

trading accounts in brief - Speed Trade and Classic account, learned how to buy and sell

shares through these online terminals, Sales technique, Sharekhan`s brokerage.

WEEK No. 2:

Gained detailed knowledge about classical account.

Classical account is a web-based product of sharekhan and consists of

Online trading in Equity & Derivative. Dial-n-Trade.

Online Trading + Bank + demat.

Cash transfer. Order and trade confirmation through e-mails. Single screen interface for cash and derivative.

WEEK No. 3:

In this week we were told about the speed trade. Trade tiger is a software of sharekhan

which is given to its customers for trading. Speed trade enables its users-

Online trading in Equity & Derivative.


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Dial-n-Trade. Online Trading + Bank + Demat. Cash Transfer. Order and trade confirmation through e-mails. Single screen interface for cash and derivative. Live Terminal.

WEEK No. 4 onwards:

We were asked to open a demat account so that we could have practicalknowledge about what we have learned in three previous weeks.

We started trading in currency and then shifted to equity market to trade in nifty. We went for questionnaire activities to generate new leads as well as for surveys. We used to check that whether all the forms for opening a demat account are fully

completed or not and if there are any errors.


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PART II


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Research Methodology

Introduction

Research is one of the best instrument to identify the investing pattern of consumers toinvest in various sectors and to study different sectors of stock market.

Research is careful enquiry or examination to discover new information and relationships

and to expand the existing knowledge.

Objective of Study

Every study is conducted for some specific purpose or to solve some existing problem.

When any research is conducted it has some primary objective that helps to solve the

main problem whereas a secondary objective helps to solve the peripheral problems. The

primary and secondary problems of this research are:

Primary Objective

The primary objective of carrying out this research is to find the perception of consumers

towards stock market and its various sectors. Consumers include both group; people who

have already invested and people who want to invest.

Secondary Objective

1. To find out the most viable investing options2. To know the time horizon for investing in equity market and to know the rate of

return expected by them.

3. To know consumers are motivated to invest in stock market.

Limitations of the Study

As no human being is perfect, it is not possible for anyone to make the best or

perfect report. Each person has some level of knowledge and is affected by some

uncontrollable factors within which one has to work. So, it might be possible that


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there can be some limitations in the report that may be due to my knowledge level or

due to some other factors.

Accordingly, the following limitations can be prevailing in my report

1. Respondents might have felt hesitation in providing information related totheir age, income etc. So, there can be some data which can be questionable

because of unwillingness of respondents to give right information.

2. Sample selected may not represent the whole population, as sample sizeselected is very small in proportion to population due to time and cost

constraints.

3. Many respondents may have given biased answers.

Research Design

Research design is the plan structure and strategy if investigation conceived so as to

obtain answers to research questions and to control variance.

A research design is the master plan or model for the conduct of formal investigation and

survey. It is specification of methods and procedures for acquiring the information needs

for solving the problem. It decides the source of information and methods for gathering

the data.

I have used descriptive research design for the purpose.

Descriptive Research

Descriptive research describes data and characteristics about the population and

phenomenon being studied.

Descriptive research answers the questions who, what, when, where and how. This study

is complex and determines high degree of skills to study the problem.


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Data Collection Method

Data collection usually takes place early on in an improvement project, and is often

formalized through data collection plans which contains the following data collection

methods:

1. Primary Data2. Secondary Data

Primary Data

Primary Data means data collected directly from firsthand experience.

I have used Questionnaire Method for the primary data collection for the study.

Secondary Data

Secondary Data means data which are collected by anyone for a particular purpose and

which are used by others for different purpose.

I have also used secondary data for the study like company brochures, websites, journals

etc.

Sampling Plan

The effectiveness of report depends upon the sample size selected from thepopulation.

Sampling Unit

Here, the target population is decided on the fact that who are the actual and

potential customers, each sample has the chance to be selected on the equal basis

and this survey has been done in Delhi.


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Analysis of Questionnaire

Age of Respondents

0

10

20

30

40

50

60

70

20-30 30-40 40-50 More than 60

Age Group


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Occupation Of Respondents

0

10

20

30

40

50

60

70

Government

Employee

Businessman Corporate

Employee

Self Employed

No. Of Employees

No. Of Employees


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Q1) What are your investment options?

Ans) a. Bank b. Stock Market c. Both

Bank: 70

Stock Market: 10

Both 70

INTERPRETATION

1. 63.63% of people think of bank only as an investment option.2. 6% of people think of stock market as viable investment option.3. Around 63% people think that both stock market as well as banks are suitableinvestment options.

Investment Options

Bank

Stock Market

Both


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Q2) Why do you prefer to invest in the above chosen option?

Ans) a. Low returns b. Constant return c. High return

Low return 10

Constant return 75

High return 65

INTERPRETATION

1. 6 % of people chose their investment options on the basis low return.2. 50% of people chose their investment options on the basis of constant returns.3. About 43% of people chose their investment option on the basis of high returns.

Low

Constant

High


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Q3) Why did you chose the answer in the above question?

Ans) a. Due to risk b. Due to other factors

Due to risk 86

Due to other factors 64

INTERPRETATION

1. Majority of people chose their investment option keeping the risk factor in mind.2. For other there were other factors like family persuasion, advice and guidance etc.

Risk Factors

Risk

Other Factors


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Q4) Do you invest in stock market?

Ans) a. Yes b. No c. Not now, but in future

Yes 64

No 32

In Future 54

INTERPRETATION

1. Around 43% people who are majority do invest in stock market in variousinstruments.

2. 22% people do not invest in stock market.3. Around 35% are the group of people who are not currently investing but would

like to invest in the near future.

Investment in Stock Market

Yes

No

Not now, in future


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Q5) What is your investment horizon?

Ans) a. 6 to 12 months. b. 1 to 2 years c.2 to 3 years. d. More than 3 years.

INTERPRETATION

1. Majority of respondents i.e. 37% look for long term investments for more than 3years.

2. For two to three years around 29% of respondents look for investments.3. 26% off respondents look for investments ranging for 1 to 2 years.4. Only 6% of respondents look for investments ranging within a year.

0

10

20

30

40

50

60

6 to 12 months 1 to 2 years 2 to 3 years More than 3

years

Investment Horizon


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Q6) If you want to invest, which investment option will you prefer ?

Ans) a) Equity Share

b) Commodities

c) Mutual funds

d) Bonds

e) Fixed deposits

INTERPRETATION

1. Fixed Deposits are preferred by majority of investors i.e. around 35%.2. 31% of respondents prefer equity shares.3. 18% of respondents presently invest or are planning to invest in commodities.4. 14% of respondents invest in bonds.5. Only 2% prefer mutual funds.

0

5

10

15

20

25

30

35

40

45

Equity Shares Commodities Mutual Funds Bonds Fixed deposits


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Q7) How do you came to know about investment in stock market ?

Ans) a. Newspaper Advertisement b. Brokerage Firms c. Social Circle

d. Internet.

INTERPRETATION

Majority of people came to know about trading in stock market from social circles and

brokerage firms. Internet and newspaper advertisement played a least role in informing

about the same.

Sales

Newpaper Advt.

Brokerage firms

Social Circles

Internet


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Q8) What percentage of your income do you invest in stock market?

Ans) a. Less than 10% b. 10% to 20% c. 20% to 50%

d. More than 50%

INTERPRETATION

1. Majority of people invest about 10 to 20 % of their income in stock market.2. Around 20 people invest less than 10 % of their income in stock market.3. 55 people invest 20 to 50 %of their income.4. Only 11 people invest 50 % or above part of their income.

0

10

20

30

40

50

60

Less than 10 % 10 to 20 % 20 to 50 % 50% and above


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Q9) Which of the following factors do you consider while investing in stock market ?

Ans) a. Market Trend. b. Profitability c. Economic Condition

d. Government Policies

0

10

20

30

40

50

60

Market Trends Profitability Econoomic

Conditions

Govt. Policies

Factors for investment


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Q10) Do you trade actively in stock market?

Ans) a. Yes b. No

INTERPRETATION

1. Around 66 people actively participate in stock market trading.2. 52people dont trade actively in stock market.

0

10

20

30

40

50

60

70

Actively Trade Dont trade actively


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Q12) Do you diversify your investments while investing in stock market ?

Ans) a. Yes b. No

Yes 87

No 31

INTERPRETATION

1) Majority of respondents go for diversifying their financial instruments.

Diversification

Yes

No


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Q11) With which brokerage firm do you have your or are you planning to have your

demat account ?

Ans)

0

5

10

15

20

25

30

35

40

Sharekhan ICICI Karvy Motilal Oswal Kotak

Securities

Brokerage Firms


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Q12) Are you satisfied with the services provided by your brokerage firm ?

Ans) a. Yes b. No

Yes 103

No 15

Satisfaction

Yes

No


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FINDINGS

As the main objective of the study was to find out the perception of consumers

towards stock market or equity market. So accordingly are the findings of the

survey.

1. From the study it is clear that 42% of the people currently invest in stockmarket and 21% are not investing in stock market. Also, 36% of people

are ready to invest in the stock market at a future point of time but not

presently.

2. Also, investment in equity as fund is preferred by many people and it is insecond position only to fixed deposits.

3. Around 46% of investors invest around 10% to 20% of their income instock market. It means consumers trust the growth of stock market and

they are ready to spend a considerable proportion of their income.

4. Majority of people 47% invest in equity market keeping in vie a long termgain.

5. Consumers are motivated by friends to enter into the stock market andsome others are motivated by newspaper advertisements, broking firms

and internet as well as current scenario of economy.

6. Other thing I found out that 56 consumers have considered profitability asthe most important factor while choosing to invest in stock market. There

are other factors like Government policies, economic conditions which are

also important while choosing to invest in equity market.


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CONCLSUION

During my training period I have studied Consumers perception towards stock

market or equity market by using Descriptive research design as a questionnaire method

where respondents were from Delhi NCR.

From the survey I found out that people are investing in equity market to earn

higher profits by investing a considerable proportion of their income in the stock market.

Here people invest for both short term as well as long terms. Generally people who invest

for long term are beneficial in equity market. People are motivated by friends and family

members as well as brokers to invest in equity market. Some people are satisfied while

others are unsatisfied with the equity market.

Diversification is also another important aspect of equity market investment.

People diversify their investments so that their loss is minimized.


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Recommendation to company

1. People who are not investing and people who will invest in future can betargeted by the broking companies to attract new investors.

2. Broking firms should promote equity as long term investment plans.3. The stock broking firm should provide better services to their clients.4. Companies should focus on students because equity market involves risk

and younger generation likes to take risk.

5. More flexibility should be provided by the broking firm.


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the area of internship and learning objectives

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