SUMMAR TRANING PROJECT REPORT ON CUSTOMER SATISFACTION AT ICICI

A Project Report Submitted in Partial Fulfillment of award of BBA Degree

SUBMITTED BY: Ankur Singh tomar Roll No 9104533 BBA - VI th Sem

SUBMITTED TO:Dr. lallan Tripathi Asst. Professor .

INSTITUTE OF PROFESSIONAL EXCELLENCE AND MANAGEMENT A-13/1, SSGT Road, Industrial Area NH-24, GHAZIABAD (up),

DECLARATION

We hereby, declare that the Summer Project Report titled Report on customer satisfaction at ICICI, Noida is original and has not been published anywhere. This has been undertaken for the purpose of partial fulfillment of CCS t University requirements for the award of the Degree of Bachelor of Business Administrations.

Date: Place:

Ankur Singh Tomar

Practice makes a man perfect. Training in a one of the major player of online trading, has indeed been very interesting and a good learning process for me. This practical training makes it easy job to understand the work methodology of the company and candidate can get detailed knowledge about specific specialization area. It is a famous saying in Japan that the person who has read 1000s of pages is not worth that the person who has traveled for 100s of meters. This indicates the importance of exposure to the practical life. Knowing the importance of practical knowledge this B.B.A program is having an integral part training of two months as a practical fulfillment of the course and thats why we get the opportunity of working with ICICI . One of the members of ICICI Group.

We

have

tried

our

level

best

to

collect

the

information. All the required relevant information has been obtained from the company. The report is made on the basis of the discussion with executives of the company and other source of information. This exercise has helped us to sharpen many skills. In the mean time of our summer project we have learned many things. Like how to behave as an employee in the organization, how to deal with the subordinates, how to get work done. In an organization each small things is important. We feel nice that we got a chance to work with the organization which is a market leader in its segment. Prepared by:-

Ankur Singh Tomar. Roll 9104533. No -

Acknowledgement is not a mere formality but a genuine opportunity to thank all those people without whose active support, this summer internship project would not be possible. Firstly We are very grateful to Ms. Swati Garg (BBA Coordinator) as well as all others members of the institute, who gave us this excellent opportunity

to

join ICICI Ltd. as the organization for

our

Summer training. Words defeat us in expressing my deep sense of gratitude for Mr. Nirav Shah (Unit Manager, ICICI), Mr. Girish Iyer(Senior Officer), Vimal Vyas(Team Leader, ICICI) whose continual support and practical guidance enabled us to overcome all the challenges posed during this project. We learned a lot from their wide knowledge and experience. Special thanks are to all the other staff, Colleagues, Friends for all the encouragement, inspiration and motivation. Finally, we also like to thank those who have helped us directly or indirectly for their guidelines and support.

In the summer project we have analyze many thing. The organization in which we have work is the market leader in its segment. And it is engaged in the

online share trading business. During the project we have learn many things and many real aspect that help while working in the organization. ICICI Web trade is also known as ICICI In the market. There are many other players in the market like Indiabulls, Sharekhan, 5paisa.com, Kotakstreet etc. Brokerage of ICICI is slightly higher than the other player. Service offered by the ICICI web trade is good compare to others. One of the services that we find attractive in it is, Online IPO. Also there are lot more other services like Online invest in mutual fund, online purchase insurance scheme, invest in Govt. bonds, Mobile alert etc. There is bright scope for the industry in the future. But there are lot many hurdles in the path of its success like internet penetration, infrastructure problem, and low bandwidth and low speed. Due the advantages that online share trading offer there is huge scope for this industry. And Industry is likely to increase in the future. As and when the competition increase, brokerage is likely to decrease.

SR.NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

PARTICULARAS HISTORY OF ONLINE TRADING CONCEPT OF ONLINE TRADING DEVELOPMENT OF ONLINE TRADING IN INDIA HOW ONLINE SHARE TRADING WORKS AT ICICIDIRRECT.COM FACTORS KEPT IN MIND WHILE SELECTING ONLINE BROKER THINGS TO BE LOOKED WHILE DOING ONLINE TRANSACTION PRODUCT OFFERED BY ICICI WHY ONLINE? PROBLEMS WITH ONLINE TRADING ONLINE SHARE TRADING IN INDIA COMPARISION OF VARIOUS PLAYERS QUESTIONNAIRE INFRENCES AND CHARTS BI-VARIATE ANALYSIS FUTURE OF ONLINE SHARE TRADING SUGGESTIONS LEARNING AND EXPERIENCE BIBLIOGRAPHY

PAGE NO 7 8 9 10 16 19 20 26 29 31 32 33 38 49 51 52 53 54

1. History of Online Trading

The history of the online trading began in 1983, when a doctor in Michigan placed the first online trade using E- Trade technology. What

began with a single click over 22 years ago has now taken the world in its storm. The concept was visualized by one bill porter, a Physicist and inventor with more than dozens patent to his credit, Who provide online quotes and trading services to giants like Fidelity, Charles Schwab and Quick & Reilly. This led Bill to wonder why, as an individual investor, he had to pay a broker so much money for stock transaction. With incredible foresight, he saw the solution at hand, and someday every one would have their own computer. Then invest in stock will be easy and convenient through it. And today we can see, like a dream come true. Online trading has become a smart way to invest in stocks. Today there are as many as 50 companies who provide internet base trading facility. The major players are ICICI, Sharekhan.com, Indiabulls, Kotakstreet, 5Paisa.com etc. Just imagine, where you log on to your account and get live quotes of all script, get advise online and also research report on your investment choice and then if you are interested then, By just a click you can place your buy order instantly. And amount will automatically debit from your bank account. You dont need to go to a brokers place or even dont need to give cheque for payment. You can have complete information of your De-mat & Bank account with a just a click. It seems a like really a dream. Now it is possible, thanks to technology which has turn dream in to reality today.

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2. Concept of Online Trading

In the past one has no other option but to contact their broker to do transaction or even to know price of a particular script. One has never thought in dream that by Sitting at home or office or even from your car, as long as you have internet access one can do transaction in the market. Now there is no more need to go physically to a brokers office. The internet brings data to the investor and online trading enables to trade on a click. There are three basic things requirement for online trading. 1. Online trading Account 2. Bank Account 3. DeMat Account. To do online transaction is fairly simple. Once one has opened account from online broker like ICICI one can do transaction in the stock market. One can open multiple account with him or her as the first name in the De-mat account. You can open multiple type of account like Individual, Joint, Sole proprietorship etc. In case if joint account one has to provide certain information like Legal name ,Residence Proof, Citizenship, Address, Date of Birth etc about joint holder. After opening online De-mat account one can access his/her de-mat account anywhere from the world as long as one can have internet facility. After

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opening of account, Online broker will provide Username and password using which one has to login to the website for doing transaction. Unless and until one does not have username and password one can not login to the website. If one buys share from the market then there is no need to give cheque, Amount is automatically debited from the bank account of that person. Like wise if any person sells shares, then amount is automatically credited to bank account of that person.

3. Development of Online Trading in India

The security & Exchange Board of India (SEBI) approved the report on internet trading brought out by SEBI Committee on internet based trading and service in January 2000. Internet trading can take place through order routing system, which will route client order to exchange trading system fro execution. Thus client sitting in any part of the country would be able to trade using the internet as a medium through brokers internet trading system. It was stared way back in February 2000 with the kochi based Geogit securities conducting the first net base transaction , when 100 shares of Reliance was traded by the SEBI chairman D R Mehta for Geojit chairman A P Kurin. Online trading is slowly attracting investor fancy

12

in India. Advertisements in the print and electronic media have raised curiosity of investor. Compared to western countries online trading is still infancy in India. In total trading per day, there is very small contribution by the online industry. Now there are about 50 players in this online share trading market. Like ICICI direct.com, Indiabulls, Sharekhan, 5paisa.com, Kotakstreet etc. The launch of ICICI direct.com was in January 2000 and it stated its operation from April 2000. And then gradually it started to add more and more new services.

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4. How Online Share Trading Works At ICICI Direct.Com

ICICI Bank

Login

Bank Information

Other Day to day information

Buy\Sell informati on

Order informati on

Order Confirmatio n

Invest or

Web Server of ICICI Direct.co m

Order Confirmati on

Web Server of Stock Exchange

14

For doing online transaction one must have an Online Account, using that one can do transaction online. Without which one can not do transaction. When one login to the system to do transaction, first and for most thing require is Username & Password. When first go for login, It first connects with the web server of ICICI. Then Username and password will be verified by the web server. If Username and password provide by person both are correct, then and then only one can do transaction. If one is fail to provide Username and password within three (3) trials, Web server automatically locks ones account for security purpose. In that condition one has put new request through the help of customer care executive. After login to the system one can do the transaction one wants to do. Like Buy, Sell, Get quote of particular script etc. There are lot many other facility also that one can use like Invest in Mutual Fund, Invest In IPO , Buy Insurance Scheme, Derivatives, invest

15

in Commodities, Mobile alerts, Investment in Govt. Schemes like Kisan Vikas Patra, Postal Schemes, 8% Govt. Bonds, etc. When one puts any order for buy or sells then the web server of online broker sends all necessary information to the web server of particular exchange like NSE or BSE web server.

Market Buy
If one wants to buy any script in two following ways. Directly buy at current prevailing price of shares. Buy shares by putting specific limit of shares. The below is the procedure for buy at current market prevailing price of shares. When one wants to buy any script from the market then one has to provide Quantity (No. of Shares), Name of script and Name of Exchange like BSE or NSE. With these information Balance in bank account of user is also checked by the web server If one does not have sufficient bank balance in ones account then one can not buy. And one can not do further transaction.

16

 If one have sufficient bank balance, Then these information are passed to the interconnected web server of Particular exchange like BSE or NSE exchange. Again, all these information are verify by the web server of Stock Exchange. And if all information are correct then order is placed.

17

 After execution of the order, web server of particular exchange sends the Confirmation of order executed, to the web server of Online broker let say ICICI. The Confirmation is passed to the particular user who has placed the order for buying. One can have complete information about order like buying price, Brokerage, Service tax (ST), Security transaction tax (STT), other charges, time of buy etc.

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Settlement
Settlement is one of the crucial procedures done by the online broker. It is nothing but maintaining account of investor. At the end of each day after closing of market this process happens. At the end of the day sum is calculated of shares buy and shares sold of different companies in NSE or BSE exchange by an investor through the broker. Broker calculates this sum for all customers who have done transaction on that particular day. In the settlement only calculation is made of shares that one has buy or sell on the deliver basis (Cash). Day trading transactions are not taken in to account in the settlement. Broker just sends all the information of all transaction one has made to the stock exchange. If one has buy share from BSE then broker will send the all detail of buy of that customer to BSE. At then after particular stock exchange update ones information. Example: Transactions on the day 01/07/2004 at ICICI Script Name Reliance Ind. ITC No. Of Shares 500 330

19

Buy / Sell Sell Sell

Exchang e NSE BSE

IFCI Gravity India NTPC ONGC Reliance Ind. ITC Gravity India Reliance Ind.

1000 2500 500 10 1000 130 500 1000

Buy Sell Buy Buy Buy Buy Buy Sell

NSE BSE NSE NSE NSE BSE BSE BSE

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If there is transaction for the same script for buy and sell both in the same exchange then the difference of no. of shares are just pass by either broker or stock exchange. Like in our example different scripts are, Script Name Reliance Ind. Reliance Ind. Gravity India Gravity India ITC ITC Buy 500 1000 500 2500 330 130 Sell Sell Buy Buy Sell Sell Buy Exchang e NSE NSE BSE BSE BSE BSE

So for the Reliance Ind. and other scripts for those there is no need to pass the information about both the detail about buy of 1000 shares and sell of 500 shares. By the settlement the broker only sends, information about the remaining difference only. In our example the broker only sends the following details to respective stock exchange. Script Name Reliance Ind. Gravity India Difference 500 2000

21

Sell Buy Sell

Exchang e NSE BSE

ITC IFCI NTPC ONGC Reliance Ind.

200 1000 500 10 1000

Sell Buy Buy Buy Sell

BSE NSE NSE NSE BSE

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5. Factors Kept In Mind While Selecting Online Broker

Brokerage :

It is important that one keep in mind that one of the main factors to look while selecting an online broker is brokerage. Make sure that brokerage what they are offering and what they actual charge is same. Some times there are various scheme and brokerage are also differ from scheme to scheme. So before selecting player ask for your suitable scheme. Brokerage in the market are varies according to your turnover changes. The more your turnover the less brokerage will be. Generally brokerage in the market for delivery base (Cash) is between 0.50% and 0.75 %. And for day trading is between 0.04% and 0.14%. And for BTST that is provided by the ICICI is 0.375% of amount.

AMC (Annual Maintenance Charge) :

While selecting online broker Annual Maintenance Charge is also one of the crucial thing to look for. Generally it is between 250 and 600 Rs. per annum.

Refresh Rate :

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Refresh is rate at which information of your website get updated automatically. While doing online trading refresh rate of your web site is very important. Some times one has to Refresh manually many times to see prices of particular script. Some times it takes too much time to update any information.

Dealing Exchange NSE / BSE :

Some online players only provide facility to do transaction only in BSE or NSE. And there are many players that provide facility to do transaction in both the exchanges BSE and NSE. So make sure that exchange in which you want to do transaction, that facility is provide by your broker.

User Friendly Design :

One should make sure that website of online player which you have selected is user friendly. Some times it happens that, to do any simple transaction one has to follow long procedure. And the design of the website should be such that, people who dont know much about computer can also handle it easily. Though after opening account, company invites customer to see demo of their website.

Capacity :

Website of online broker should be such that , in case many user login at the same time then web

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server of website should be capable of handling large number of users. And it should have minimum chance of crashing the system. It also must have large capacity for data storage.

Security or Reliability :

The website of online broker should be secure enough that none can access information of another user. It must have proper antivirus software and also firewall software installed so that none can access others information. And also website must have other security also.

Research Report Facility :

Website of online broker should have facility of large information about companies. If one wants to see information regarding company then one should be able to get it from the website. It should have large database that contain full information about companies. One should also have facility of making charts of companys information like profit, Share Price, Sales, Cost, and Expenditure etc.

Other Facilities :

Website of online broker should have some extra facilities other than buying and selling in equity market. One should look what extra facilities website offer. Like ICICI offers

25

 Call & Trade Facility Cash on spot Mobile Alerts Portfolio Management Online transfer of Shares Online IPO Trading in BSE and NSE Buy Today Sell Tomorrow (BTST) Online invest in Govt. security and Bonds Online purchase of insurance scheme Online invest in Mutual funds

6. Things To Be Looked While Doing Online Transaction

Remember your username and password. Never gives your password to any one. And never write password or username at any place. Never keep name or surname or some thing that can be easily cracked by other as your password. If it is possible avoid doing transaction from Cyber caf.

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 Make sure, computer from which you have login has enough precaution or security parameters. When one puts any order then before proceeding further, make sure that information which you have entered is correct. And confirm the details before placing any order. Clear the temporary memory of the computer after completing your all transaction. If you are not well versed with the system then avoid doing transaction from the website. You can use Call & Trade facility to do transaction Never ever give your password, even when you call to customer care help line. Change your password at regular interval. After completing your all transaction make sure that, you have logged of properly from the website.

7. Product Offered By ICICI Direct.com

ICICI DIRECT.COM
27 Switch In \ Mutual Out Transfer In SIP Purchase & SWP Redemption

Margin Equity PLUS Margin BTST Spot Cash Cash

Derivative Option Future

IPOs

Bonds

A product for every need: ICICI is the most comprehensive website, which allows you to invest in Shares, Mutual funds, Derivatives (Futures and Options) and other financial products. Simply put we offer you a product for every investment need of yours

Trading in shares ICICI offers you various options while trading in shares.
1) Cash Trading :- This is a delivery based trading system, which is generally done with the intention of taking delivery of shares or monies. 2) Margin Trading :- You can also do an intrasettlement trading upto 3 to 4 times your available funds, wherein you take long buy/ short sell positions in stocks with the intention of squaring off the position within the same day settlement cycle. 3) MarginPLUS Trading :- Through MarginPLUS you can do an intra-settlement trading upto 20 times your available funds, wherein you take long buy/ short sell positions in stocks with the intention of squaring off the position within the same day settlement cycle. MarginPLUS will give a much higher leverage in your account against your limits.

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4) Spot Trading :- This facility can be used only for selling your demat stocks which are already existing in your demat account. When you are looking at an immediate liquidity option, 'Cash on Spot' may work the best for you, On selling shares through "cash on spot", money is credited to your bank a/c the same evening & not on the exchange payout date. This money can then be withdrawn from any of the ICICIBank ATMs. 5) BTST :- Buy Today Sell Tomorrow (BTST) is a facility that allows you to sell shares even on 1 st and 2nd day after the buy order date, without you having to wait for the receipt of shares into your demat account.

TRADE IN DERIVATIVES
FUTURES :Through ICICI, you can now trade in index and stock futures on the NSE. In futures trading, you take buy/sell positions in index or stock(s) contracts having a longer contract period of up to 3 months. Trading in FUTURES is simple! If, during the course of the contract life, the price moves in your favour (i.e. rises in case you have a buy position or falls in case you have a sell position), you make a profit. Presently only selected stocks, which meet the criteria on liquidity and volume, have been enabled for futures trading.

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Calculate Index and Know your Margin are tools to help you in calculating your margin requirements and also the index & stock price movements. The ICICIDIRECT UNIVERSITY on the HOME page is a comprehensive guide on futures and options trading. OPTIONS :An option is a contract, which gives the buyer the right to buy or sell shares at a specific price, on or before a specific date. For this, the buyer has to pay to the seller some money, which is called premium. There is no obligation on the buyer to complete the transaction if the price is not favorable to him. To take the buy/sell position on index/stock options, you have to place certain % of order value as margin. With options trading, you can leverage on your trading limit by taking buy/sell positions much more than what you could have taken in cash segment. The Buyer of a Call Option has the Right but not the Obligation to Purchase the Underlying Asset at the specified strike price by paying a premium whereas the Seller of the Call has the obligation of selling the Underlying Asset at the specified Strike price. The Buyer of a Put Option has the Right but not the Obligation to Sell the Underlying Asset at the specified strike price by paying a premium whereas the Seller of the Put has the obligation of Buying the Underlying Asset at the specified Strike price.

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By paying lesser amount of premium, you can create positions under OPTIONS and take advantage of more trading opportunities.

Investing in Mutual funds

ICICI brings you the same convenience while investing in Mutual funds also - Hassle free and Paperless Investing. With the inclusion of Standard Chartered MF, you can now invest on-line in 20 mutual Funds through ICICI. Prudential ICICI MF, JM MF, Alliance MF, Franklin Templeton MF, Sundaram MF, Birla Sun Life MF, HDFC MF, Principal MF, IL & FS MF etc, are the Mutual Funds available for investment. You can invest in mutual funds without the hassles of filling application forms or any other paperwork. You need no signatures or proof of identity for investing. Once you place a request for investing in a particular fund, there are no manual processes involved. Your bank funds are automatically debited or credited while simultaneously crediting or debiting your unit holdings. You also get control over your investments with online order confirmations and order status tracking. Get to know the performance of your investments through online updation of MF portfolio with current NAV.

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ICICI offers you various options in Mutual Funds :1) Purchase :- You may invest/purchase Prudential ICICI MF, JM MF, Alliance MF, Franklin Templeton MF, Sundaram MF, Birla Sun Life MF, HDFC MF, Principal MF, IL & FS MF, Standard Chartered MF etc. without the hassles of filling application forms. Redemption :-In addition to giving hassle-free paperless redemption, ICICI offers faster liquidity. You can redeem the mutual fund units through ICICI. The money will be credited to your bank account automatically 3 days after the order placement date. 2) Switch :- To suit your changing needs you may wish to shift monies between different schemes. You can switch your monies online from one scheme to another in the same fund family without any hassles. 3) Systematic Investment plans (SIP) :- SIP allows you to invest a certain sum of money over a period of time periodically. Just fill in the investment amount, the period of investment and the frequency of investing and submit. ICICI will do the rest for you automatically investing periodically for you. 4) Systematic withdrawal plan :- This allows you to withdraw a certain sum of money over a period of time periodically. 5) Transfer-in :- You can convert your existing
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Mutual funds into electronic mode through a transferin request.

IPOs and Bonds Online

You could also invest in Initial Public Offers (IPOs) and Bonds online without going through the hassles of filling ANY application form/ paperwork. Get in-depth analyses of new IPOs issues (Initial Public Offerings) which are about to hit the market and analysis on these. IPO calendar, recent IPO listings, prospectus/offer documents, and IPO analysis are few of the features, which help you, keep on top of the IPO markets.

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8. Why Online?

Reducing Transaction Cost :

By the use of online trading there is no more need to go physically to the brokers office. By the sitting in office or home one can do transaction. So now it will save transaction cost that you made by going to brokers office. Like petrol expense if you go by vehicle or any other expense.

Time Saving :

As now there is no need to go physically to brokers office for doing transaction. There is also no more need to go for giving and taking cheque of payment. It will save your time that you waste in going and coming from brokers office.

Paperless & Hassle Free Work :

Now there is no more need of filling those cumbersome forms for transfer of shares, Application for IPO and delivery slip and others. Now there is no

34

need even for writing cheque to broker for the payment.

Access From Anywhere :

Now you can access your De-mat account from any part of the world as long as you can access internet. Even while enjoying holidays in Switzerland, you can do transaction from your De-mat account.

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Off Market Facility :

Now there is no more tension of doing transaction like applying for IPO or putting any limit in off market hours. Early if you want to put limit for tomorrow, you have to do that before closing of brokers office. Regardless of how busy you are. But now you can do all these even at 12 clocks in the night. You can use off market facility at any point of time after closing the market and before opening of the market.

Research And Report Facility :

If you want to see information of any company then there is easy access to information directly from the website. One can have A to Z information about the company. One can also make out analysis from the available information for the use of investment purpose. There is information about 5000 companies on ICICI website.

Portfolio Management :

One can create portfolio of their own. By the use of portfolio one can know how Day to Day script price of your portfolio. One can know how much profit or loss one has made. Every time it shows you current price, Days high, Days low, Percentage Change in price, 52 weeks high, 52 weeks low etc. In one

36

portfolio one can keep 20 scripts in one portfolio. There is facility of creating such 5 portfolios.

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Complete Transparency :

There is complete transparency in the online trading. When you place order to the broker you dont know the price at which broker has place order. Some times they play game with us. Like they use our De-mat account for settlement of their shares. Incase of online trading you can know exact price at which you buy or sell. Now can see exact price at which you have placed order.

No Need To Maintaining Records :

There is no need to keep records of the things which you have buy or sell. In online trading there is facility of Trade Book that stores all your selling transaction. It stores information of limit that you have put. There is also facility of Order Book that keeps all information of all the order you have placed whether the order is for buy or sell. You can have all the information of your transaction you made since you have opened De-mat account.

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9. Problems with the Online Trading

Internet Literacy :

People in India do no have much knowledge about computer and internet. Compare to west countries internet usage in India is very less. Generally people are using internet facility from office. Very less people are using internet from their home. So there is lot need to improve in this area.

Low Bandwidth and Low Speed :

In online trading one needs fast speed for executing order one needs second by second rate of script. For that one needs fast execution of order and high speed. Internet facilities in India are not much satisfactory in terms of speed and bandwidth. Now after starting of Broadband facility and leased line facility, there is some relief to the problem. But there is still problem in connecting to internet.

Lack of personal touch :

When one do online transaction there is lack of personal touch. In case of dealing with the broker, broker usually knows your portfolio personally. With
39

the direct touch to broker, one can get better advise which really beneficial to the customer.

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Relatively High Cost :

When one deals with the online transaction the cost one has to pay is higher compare to one that deals with the simple normal broker. Online broker are charging high brokerage compare to simple broker. Simple broker charges 0.20% to 0.50% for delivery base (Cash) and 0.02% to 0.12% for day trading. Annual maintenance charge is also less compare to online broker. Brokerage is high especially for delivery base (Cash).

Infrastructure Problem :

In country like India there is a huge problem of infrastructure. One must have computer for doing online transaction and country like India there are only some person using computer for transaction. Though now days this number is increasing, but still there is lot moir need to improvement in the infrastructure. There is still problem of accessing internet from remote areas.

Payment Problem :

If one wants to do online transaction one must have any bank account in some specified banks only Like ICICI, HDFC etc. Without which one can not do

41

online transaction. Once this problem will solve it will easy for one to do online transaction.

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10. Online Share Trading in India

There are about 50 companies in the online share trading market. Major players in the online share trading in India are, ICICI direct.com, Indiabulls, Sharekhan, KotakStreet, 5paisa.com etc ICICI direct.com is market leader in the market and it has about 47 % of total market share. It has about 6.5 lacs customers. Compare to west countries the day trading (Intra day) amount is also very small. In west countries people do speculation so much. So the contribution of the day trading is huge there. Compare west countries number of people who are using internet are very small. Most people are accessing internet from their working place. There very small number of people who are accessing internet from their homes. Once the accessing place will change to home from working place, then the number of people who will use online share trading will increase drastically.

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 Mostly young people & NRIs using internet for online share their transaction. Number of people who are using internet above 40 for online share trading very small. Out of total volume of share trading per day, there is only 6-8% contribution by the online share trading.

11. Comparison of various players

Particular
stock exchange A/C opening charges A/C annual charges brokerage charges Cash Trading Margin BTST Demat A/c Charges Demat charges 2nd Year onward Demat Transaction charges Buying Selling Deposit for Trading Method CallTrade Facility Billa and Statement Risk Monitoring Systen Saving Account Magin Amount

ICICI direct.com
NSE & BSE 750 0 NSE 750 0

Share Khan

HDFC securities
NSE 750 0 1000-5000=25 1000-5000=7.5

0.75% 0.50% 0.1(only on 1leg) o.1(On each leg) All share can be sold 0 450 Nil Nil No deposit Login and Trade Yes Yes Yes ICICI Bank 0 300 0 0 Yes

0 299 0.04 or 25 0.04 or 25 No deposit

Software Load on Your PC Login and Trade Yes Yes Yes No No No Citi Bank,HDFC, Global trust,IDBI 5000 No.Min.amount

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12. Questionnaire :
PURPOSE: To measure the satisfaction level of the existing customer of ICICI PERSONAL DETAILS NAME : AGE SEX : :

QUALIFICATION : OCCUPATION :

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1.Income level Below 1,00,000 1,00,000 to 2,00,000 2,00,000 to 5,00,000 5,00,000 and above

2.Since how long you are using our service? Less than 2 months 2-6 months 6-12 months > 1 year

3.How frequently you access our website & other online services provided by ICICI Daily 3-4 days weekly monthly

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4.From where do you mostly log on to our web site Home Office Cyber caf

5.How did you invest before investing through ICICI Investing no where ( beginner ) Investing through traditional broker Investing through online services provided by other players. 6.How many demat a/c do you have other than ICICI demat a/c. Zero One Two More than two

7.What do you like the most investing through ICICI Safety Convenience

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 Independence Trust Speed 8.Where do you invest the most? Delivery trading Day trading MFs IPOs Bonds Derivatives 9.Rate our customer care department in terms of services provided by them Excellent 1 2 3 4 poor 5

10. Rate research section of our web site in terms of satisfaction & reliability Excellent 1 poor 5

11. How do you rate our existing online share trading services Excellent 1 2 3 4 poor 5

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12. What type of investor are you? Long term Short term 13. What is your risk appetite? High risk Low risk Medium risk

14. Since how long you have been into share trading? 0-6 months 6-12 months 1-2 years >2 years

15. From which of these investment options you consider to invest and earn the Maximum profit? Delivery trading Day trading MFs IPOs Bonds

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 Derivatives

13. INFERENCES & CHARTS

Income Level Below 1lac 1-2 lac 2-5 lac > 5 lac % customers 60 33.33 6.66 0

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Income Levels

6.66 0 33.33 60

Below 1lac 1-2 lac 2-5 lac > 5 lac

About 60% customers are below income level of Rs. 1 lac Use duration <2 Months 2-6M 6 - 12 M >1 year % customers 33.33 33.33 20 13.33

Use duration

13.33 33.33 20 <2 Months 2-6M 6 - 12 M >1 year 33.33

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 About 66% customers are using our services since last 6 months % Frequent custome access r Daily 66.66 3 - 4 days 20 Weekly 13 Monthly 0
Frequent access

13 20

0 Daily 3 - 4 days Weekly 66.66 Monthly

About 66% customers are accessing our website daily Log on place Home Office Cyber caf % customers 6.66 73.33 20

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log on place

20

6.66 Home Office Cyber caf 73.33

About 73% customers are log in to out website from office Investment way before ICICI beginner Traditional Broker Online services by other Broker % custom ers 73.33 20 6.66

Investment way before icicidirect.com

6.66 20

beginner Traditional Broker 73.33 Online services by other Broker

About 73% customers are beginners Demat a/c other than ICICI 0 % Custom ers 46.66

53

1 2 >2

40 0 13.33
Demat a/c other than icicidirect.com

13.33 46.66 0 1 2 >2

40

About 46% ICICI customers are having demat a/c with only ICICI

% Most liking customers safety 13.33 convenien ce 53.33 Independe nce 33.33 trust 0 speed 0

54

Most liking

0 33.33

13.33

safety convenience Independence trust

53.33

speed

About 53% customers are taking ICICI services because of convenienc

Most investment option delivery Tr.

% custome rs 53.33

55

day Tr. MFs IPOs Bonds Derivatives

20 6.66 6.66 0

Most investment option

6.66

6.66

delivery Tr. day Tr. MFs IPOs Bonds Derivatives

20

53.33

About 53% customers are investing through delivery trading.

Rate customer care department

% custome rs

56

1(excellent) 2 3 4 5(poor)

26.66 40 13.33 20 0

Rate customer care department

20

26.66

1(excellent) 2 3 4

13.33 40

5(poor)

About 66% customers are satisfied with our customer care department.

Rate % research custome section rs 1(excellen t) 33.33

57

2 3 4 5(poor)

46.66 13.33 6.66 0

Rate research section

13.33

6.66

0 33.33

1(excellent) 2 3 4

46.66

5(poor)

About 80% customers are satisfied with out research section

Rate online share trading Severice

% customer

58

1(excellent) 2 3 4 5(poor)

s 46.66 46.66 0 6.66 0

Rate online Share Trading service

06.66

0 46.66

1(excellent) 2 3 4 5(poor)

46.66

About 92% customers are satisfied with our overall online share trading service

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Type of investor long term Short term

% custom ers 66.66 33.33

Type of investor

33.33 long term Short term 66.66

About 66% customers are investing for long term % customer s 13.33 20 66.66

Risk appetite High risk Low risk Medium risk

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Risk appetite

13.33 20 66.66 High risk Low risk Medium risk

About 66% customers are willingly to take medium risk

How old in share trading 0 -6 m 6 - 12 m 1 - 2 Years > 2 Years

% custome rs 33.33 40 13.33 6.66

How old in share Trading

13.33

6.66 33.33 0 -6 m 6 - 12 m 1 - 2 Years 40 > 2 Years

About 73% of the ICICI customers are new in share trading business
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More profitable option Delivery Tr. Day Tr. MFs IPOs Bonds Derivatives

% customers 66.66 6.66 0 6.66 6.66 0

More profitable option

6.66

6.66 0

6.66

Delivery Tr. Day Tr. MFs IPOs 66.66 Bonds Derivatives

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 About 66% of ICICI customers are believing delivery trading as more profitable option.

14. BI-VARIATE ANALYSIS

Risk Appetite/Incom < 1 1- 2 e level lac lac 13.33 High % 0% 26.66 Medium 40% % 6.66 6.66 Low % % 2-5 lac 0% >5 lac 0%

0% 0% 33.33 % 5

Low income (< 2 lac) investors are taking medium risk. Investment/us e duration Delivery Tr. Day Tr. <2 m 6.66 % 6.66 % 2 - 6 6 - 12 m m 13.33 20% % 0%

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>1 year 13.33 % 0%

0%

MFs IPOs Bonds Derivatives

6.66 6.66 % % 6.665 0% 6.66 % 0% 0% 0% 6.66 0% % 0% 0% 0% 0% 0% 0%

When investors are new to the share market, generally they like to invest in IPOs, MFs. When they get adapted to share market, they increase their investments in delivery trading. So, according to product of ICICI we need to target beginners for Wise investment a/c which provide facility for trading in IPOs, MFs, Bonds. Investors who are already in the share market they should be targeted for I-direct a/c which provide delivery trading, day trading and services of wise investment a/c.

Online services Safe (satisfaction)/liking ty 13.3 1(excellent) 35 2 0% 3 0% 4 0% 5 (poor) 0%

Convenie nce 20% 26.66% 0% 6.66% 0%

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Independ Tru ent st 13.33% 13.33% 0% 0% 0% 0% 0% 0% 0% 0%

Spe ed 0% 0% 0% 0% 0%

 More customers are satisfied with the services provided by ICICI because of convenience, and independence. So, marketing strategy should target the customers who are busy, and need convenience while traveling frequently during daily working hours. Research section / Investment 1(excellent 2 3 4 5 (poor) Long term 26.66% 26.66% 6.665 6.665 0% Short term 6.66% 20% 6.66% 0% 0%

Long term investors are satisfied with research section provided on the website ICICI. so we can attract long term investors by convincing them through our quality research work

15. Future Of Online Share Trading

Future of the online share trading in India is really booming. There are lots many players in India in this

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market and still many are preparing to come. Competition in the market is increasing day by day. As people are more and more information seeker, more and more people are joining in this revolution. People want a huge database that provides information about the companies and other things like Indian capital market and foreign capital market. People are making decision on the basis of the information that they analyze. The current trend in the market is like doing things online. First it was mail, then payment and now it is online share trading. Currently there are problems of internet penetration and infrastructure problem etc., so the development is not up to its mark of this industry. But things are now changing rapidly. There are new technologies coming in the market that will solve the problem. Due to the competition and other factors, Brokerage is likely to decrease in the future. Facilities are also likely to increase that are provided by the online share brokers. The whole online share trading industry scenario is changing at rapid speed. And new changes are likely to come as and when there is technical up gradation, because technology plays so much important role here.

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16. Suggestions
Compare to other online broking firm ICICI direct.com has high brokerage especially for delivery base (Cash) transaction. For increase in its sales, it needs to decrease brokerage for delivery base (Cash) transaction. One of the reasons why so many customers not want to join with ICICI direct.com is that one has to maintain Rs. 5000 in their saving account quarterly, In case customer do not have any account in ICICI bank. It needs to improve customer service like call & Trade. Because when one call for call & Trade, one has to wait a long time in queue and also have to face other problem also. As company is paying so much telephone bill, why doesnt it select any scheme? , so that bill will reduce. Office do not have enough infrastructure like sitting arrangements, computers. Some times some employee has to wait outside office. As a company is engage to online share trading, It does not have any other source of market information.

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 Sometimes customer is not treated well. Sometimes customer gets irritated by the behavior of employee. Some times employee behave very rudely with customer so, it creates bad impression of organization. Some times website work very slowly. So one can not do the transaction one wants to do.

17. Learning & Experience

As the one of the most crucial part of the summer project was the wonderful as well as tuff experience that we have felt. First the most wonderful thing, what we found was that Working in the organization was totally different from learning management in the college. It was the totally new thing for us as we dont have faced this kind of thing ever in our life. You have to keep many things in mind while you working in any organization. Each people behave differently in the organization. One thing that we have learned was that How to get your work done from others. Another important thing is to obey rules and regulation of the organization. Though you will be there for short time for summer you have to follow rules and regulation. The atmosphere in the office was nice and all employees in the organization treated us a friend. Every one in the organization is not always same.

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During the project we have also experience the hard work of selling the product. And according our point of view our product was the tuff product to sell in the market compares to others. Our product has immense competition from others, so it was really hard to sell the product, but we still manage to sell. There is one fine saying about experience that Experience is the best learning. And now we have that learning with us and it helps us to help us in the future.

18. Bibliography
Websites :http://www.ICICI http://www.outlookmoney.com http://www.blonnet.com http://www.hindubusinessonline.com

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http://www.investopedia.com

Search Engines :Yahoo Google

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