CONTENTS

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

CHAPTER I - INTRODUCTION

INTRODUCTION
A good broker system must be able to cope with an extremely complex and dynamic environment. There is growing competition between brokerage firms in post reform India. For investors, it is always difficult to decide which brokerage firm to choose. The microstructure of the stock market in which brokers work is highly dynamic and volatile. Many stocks are available to be bought and sold, each exhibiting its own patterns and characteristics that are highly unpredictable. With so many options and considerations that need to be taken into account, it is an extremely arduous task for a broker to investigate aspects of the stock market and consistently provide effective advice to their clients. Thus, brokers perform their day-to-day tasks with the aid of a broker system. Such a system should provide tools for interacting with exchanges and performing analysis. As a consequence, these broker systems are quite large and complicated by themselves. The main purpose of investment is returns and liquidity, commodity market is less preferred by investors due to lack of awareness. The major findings of this study are that people are interested to invest in stock market but they lack knowledge. Research was carried out to find out the brand awareness of online trading firms with special reference to IIFL Ltd., as well as to find out the preferred brokerage house by people. Research was also carried to figure out what people prefer while investing in stock market. This project aims to analyze the brand awareness of different stock brokers on the basis of their services, products, growth, and their subsidiaries. Because Stockbrokers are one of the main participants in stock exchanges worldwide, they often act as an agent for their clients, making trades on their behalf. They also act as advisors, providing suggestions to their clients on what stocks to buy and sell.

NEED OF THE STUDY

Brand awareness, as one of the fundamental dimensions of brand equity, is often considered to be a prerequisite of consumers buying decision, as it represents the main factor for including a brand in the consideration set. Brand awareness can also influence consumers perceived risk assessment and their confidence in the purchase decision, due to familiarity with the brand and its characteristics. On the other hand, brand awareness can be depicted into at least two facets unaided (brand recall) and aided (brand recognition) each of the two facets having its more or less effective influence on buying decision and perceived risk assessment. Today investors are facing a growing range of choice for online trading of stocks. They are making their choice on the basis of their perceptions of brand, quality service and value. Every company has to adopt strategies to keep its brand in consumers memory. Strong brand awareness means easy acceptance of new products. An organization has to measure the level of awareness of the potential customers and has to adopt different strategies to enhance the awareness level and to identify the appropriate promotional tool. Brand awareness is asset which brand managers create and enhance to build brand equity. It is related to the nature and features of product. It leads to brand strength which is constituted by measuring the variable like leadership, stability, Market, geographic, trend, support and protection etc Creating brand awareness with the use of advertising, promotion event management etc. A different brand has different kind of awareness which retains recognition. Brand awareness satisfies a need of the consumer. A consumer as aims, ambitions, motivation drives and desire. Consumer feels more powerful when he uses the brand. Satisfactions or preference for a brand shows how loyal the consumer is likely to be brand. In todays competitive business scenario where every companies product is competing with each other retaining loyal customer is an essence for which increasing the level of brand awareness is very vital.

 The primary objective of the project is to study the customers brand awareness
towards IIFLs online trading services.

This project is aimed to study the framework of secondary markets in India, the
major online trading firms that are in the market.

The project is aimed to give feedback and suggestions to India Infoline (IIFL
Ltd.) relating to its brand awareness in the market. This study is not concerned only with brand awareness, but deals also with other facts. These include:

From where did the potential investors come to know about the online
trading services of IIFL?

Which media is effective in communicating the message to the potential

investors?

Did the potential customers feel that the brand is important to trade their
accounts?

Which attribute of the service/product drove the potential investor to

prefer IIFL? How the brands influence the market

What is the effect of the competitors product/services Are the potential customers satisfied with the brand, price, quality etc..?

OBJECTIVES OF THE STUDY

The main objective of any business is to acquire larger market share, or higher percentage of sales in the industry. This could be only achieved by building a higher percentage of brand loyal customers through awareness. Any company can survive through the stiff competition of the market if it has brand loyal customer. Today many broking companies in the market have brand loyal customers and they adopt many strategies to maintain and improve their branded equity. Without creating proper brand awareness they cannot build brand image. Strong brands help build the corporate image and also by making it eager for the trading firms to launch new brands/services. Today brands/services are treated as major enduring assets of a company. More over brand equity is also a major contributor to customer equity. This all can happen only when there is proper brand awareness about the product/service. This study is under taken to analyze the brand awareness with respect to IIFL Ltd. An attempt has been made to analyze the brand awareness of different stock trading firms with special reference to IIFL Ltd.

To judge the awareness level of the prospect investor To know how they are aware about online trading
To judge in which way they have developed the awareness

To judge which promotional tool is effective to increase the awareness level

among the people

To see whether brand awareness influences the buying behavior or not To know how to maintain and improve brand awareness and to build brand
loyalty

To understand the customer feedback of IIFL online trading services

 To suggest areas of improvement to IIFL Ltd for improving its brand awareness.

RESEARCH METHODOLOGY
For the purpose of study, both primary and secondary data has been collected. The observational method and survey research method is used to collect the primary data. The survey research method is used to gain insight into the brand awareness of the customers towards IIFLs online trading services. The main research instruments used the required data is a well-structured questionnaire. A detailed questionnaire has been prepared to reflect the opinions of the customers towards the IIFL Ltd. services and administered to the same. The necessary data has also been collected from official records and other published sources. The collected data is classified, tabulated, analyzed and interpreted. Finally conclusion is draw based on the study and suggestions are offered for improving the brand awareness of IIFLs online trading services. SAMPLE DESIGN: For ascertaining the brand awareness towards the IIFL stock broking services, 50 customers have been randomly selected from the Hyderabad city only. DATA COLLECTION: There are two types of data collection 1. Primary data 2. Secondary data

Primary data Primary data is personally developed data and it gives latest information and offers much greater accuracy and reliability. There are various sources for obtaining primary data i.e., Mail survey, personal interview, Field survey, panel research and observation approach etc. The study is dependent on primary data to a maximum extent, which is collected by way of structures personal interview with customers. Secondary data Secondary data is the published data. It is already available for using and its saves time. The mail source of secondary data are published market surveys, government publications advertising research report and internal source such as sales, sales records orders, customers complaints and other business record etc. the study has also depended on secondary data to little extent, which is collected through internal source. For this survey personal interview method was used for collecting primary data. This survey was conducted by face to face interview customers and found to be best suited to collect the primary data for this project.

SCOPE OF THE STUDY

The study is an analysis of brand awareness of different products/services of IIFL with special regard to online trading. Generally, the online stock trading firms offer trading in equities, derivatives, commodities and currency. The study is carried out by interviewing 50 customers (government and privately employed and businessmen) who were in the age group above 28 years. It has been deliberately decoded to conduct the survey among this age group because they are the people who generally look for investments for their better returns in the future.

The study has only made a humble attempt of evaluation of customer feedback
and brand awareness based on different criteria.

The brand awareness towards online trading services is carried out in Ameerpet
office of Hyderabad

The survey conducted will provide the details about the brand awareness levels
responding to the products and services provided by IIFL Ltd.

LIMITATIONS The objective of the study is to understand the awareness levels prevailing
among people regarding online trading services The study covers the Hyderabad only and due to the limited sample size, the facts relabeled in the study may not generalize. While calculating the percentages, approximations are made to the nearest figures, for convenience in understanding.

The analysis is based on customers opinion at the time of survey. Suggestions

and conclusions are based on the limited data. Due to time constraint the detailed information cannot be collected, but many efforts are taken to collect the actual information. There was a constraint with regard to time allocation for the research study i.e. for a period of 45 days.

CHAPTER II - REVIEW OF LITERATURE

Overview Brand awareness is the first and prerequisite dimension of the entire brand knowledge system in consumers minds, reflecting their ability to identify the brand under different conditions: the likelihood that a brand name will come to mind and the ease with which it does so. Brand awareness can be depicted into brand recognition (consumers ability to confirm prior exposure to the brand when given the brand as cue) and brand recall (consumers ability to retrieve the brand when given the product category, the needs fulfilled by the category, or some other cues). Brand awareness is essential in buying decision-making as it is important that consumers recall the brand in the context of a given specific product category, awareness increasing the probability that the brand will be a member of the consideration set. Awareness also affects decisions about brands in the consideration set, even in the absence of any brand associations in consumers minds. In low involvement decision settings, a minimum level of brand awareness may be sufficient for the choice to be final. Awareness can also influence consumer decision making by affecting brand associations that form the brand image. The outcome of any brand choice can only be known in the future, the consumer being thus forced to deal with uncertainty. Brand choice could be considered the central problem of consumer behavior, while the perceived risk associated to buying decisions is a pivotal aspect of brand choice. Risk is often perceived to be painful in that it may produce anxiety, in which case it must be dealt in some manner by the consumer. All About Branding: The term brand means different things to the different roles of buyer and seller, with buyers generally associating brand with a product or service, and merchants associating brand with identity. Brand can also identify the company behind the specific product -- that's not just a biscuit, that's Britannia biscuit. This use of brand puts a "face" behind the name, so to speak, even if the "face" is the result of advertising copy and television commercials. This use of brand also says nothing of quality, just

the buyer's exposure to the brand's PR and media hype. For the typical merchant, branding is a way of taking everything that is good about the company -- positive shopping experience, professionalism, superior service, product knowledge, whatever the company decides is important for a customer to believe about the company -- and wrapping these characteristics into a package that can be evoked by the brand as signifier. Introduction to Branding: The American Marketing Association defines a brand as A name, term, sign, symbol or design or a combination of them, intended to identify the goods and services of one seller or group and to differentiate them to those for competitors. A brand is thus a product or service thats adds a Dimension that differentiates it in some way from other products or services designed to satisfy the same need. These differences may be functional, rational, or tangible- relate to product performance of the brand. Branding has been around for centuries as a means to distinguish the goods of one producer to those of another. The earliest signs of branding can be traced to Europe where the medieval guilds required that craftsmen put trademarks on their product to protect themselves and producer against inferior quality substitutes. Also in fine arts branding began with artists signing their works. Brands today play a number of important roles that improve the consumers lives and enhance the financial value of firms. Brands identify the source or maker of the product and allow consumers-either individual or organizations- to assign responsibility to a particular manufacturer or distributor. Consumers may evaluate the identical product differently depending how it is branded. Consumers lean about the brand with its past experience and the marketing program. As consumers lives becomes more complicated, time starved the ability of brand to simplify decision making is invaluable. Brands also perform valuable functions for the firm. First they simplify the product handling and tracing. Brands help to organize inventory and accounting records. The brand name can be protected registered trademarks. The intellectual property rights ensure that the firm can safely invest in the brand and can reap the benefits over a long period of time.

Brands can signal a certain level of quality so that satisfied buyers can easily choose the product again. Brand loyalty provides predictability and security of demand for the firm and creates barriers to entry that makes it difficult for other firms to enter the market. This brand loyalty can translate into willingness to pay higher price. In this sense branding can be seen as powerful means to secure a competitive advantage. Brands represent enormously valuable pieces of legal property that can influence consumers behavior. Strong brand results in better earnings and profit performance for firms, which in turn, creates greater value for shareholders. How do you BRAND a product? Although firms provide the impetus to brand creation through marketing programs and other activities, ultimately a brand is something that resides in the mind of the consumers. A brand is a perpetual identity that is rooted in reality but reflects the perceptions and perhaps even the ultimate choice of the consumers. Branding is endowing products and services with the power of brands. To brand a product, it is necessary to teach the consumers who the product-by giving a name. Branding involves creating mental structures and helping consumers organize their knowledge about products and services in a way that clarifies their decision making and in process provides value to the firm. Branding can be applied virtually anywhere a consumer has a choice. It is possible to brand: A physical good (Nestle soup, Pantene shampoo or Maruti Swift), A service (Kingfisher Airlines, TATA AIG medical insurance), A store (Big Bazaar, BATA stores,etc), A place (The state of Kerala, Pushkar Mela), A person (Shahrukh Khan, Sachin Tendulkar), An organization (UNICEF or BCCI),

Brand is the proprietary visual, emotional, rational, and cultural image that you associate with the company or a product. When you think of Volvo, you think of safety. When you think of Nike, you think of Michael Jordon or Just Do It. When you think

of IBM, you think of Big Blue. The fact that you remember the brand name and have positive associations with that brand makes your product selection easier and enhances the value and satisfaction you get from product. While Brand X cola or even Pepsi-Cola may win blind taste tests over Coca-Cola, the fact is that more people buy Coke than any other Cola. The fond memories of childhood and refreshment that people have when they drink Coke is often more important than a little bit better cola taste. It I this emotional relationship with brands that make them so powerful. Purpose of Branding: The purpose of branding is to create a powerful and lasting emotional connection with customers and other audiences. A brand is a set of elements or brand assets that in combination create a unique, memorable, unmistakable, and valuable relationship between an organization and its customers. The brand is carried by a set of compelling visual, written and vocal tools to represent the business plan and intentions of an organization. Branding is the voice and image that represents your business plan to the outside world. What your company, products and services stand for should all be captured in your branding strategy, and represented consistently throughout all your brand assets and in your daily marketing activities The brand image that carries this emotional connection consists of the many manageable elements of branding system, including both visual image assets and language assets. The process of managing the brand to the business plan is important not only in big change situation where the brand redefinition is required, but also in the management of routine marketing variables and tactics. This does not have to be a ground-up situation where there are wholesale changes to the business. Rather it is more common that specific changes to the changes to the business plan are incremental and the work of the brand strategist and designer is to interpret these changes and revise the branding strategy and resulting brand assets and define their use in the full range of marketing variables.

Brand Identity: Brand Identity includes brand names, logos, positioning, brand associations, and brand personality, brand toons etc. A good brand name gives a good first impression and evokes positive associations with the brand. A positioning statement tells what business the company is in, what benefits it provides and why it is better than the completion? Brand personality adds emotion, culture and myth to brand identity by the use of a famous spokesperson (Bill Cosby-Jello), a character (Pink Panther), an animal (the Merrill lynch bull) etc. Brand associations are the attributes that costumer thinks of when they hear or see the brand name. McDonalds television are a series of one brand association after another, starting in yellow arches in the low right corner of the screen and following with associations of Big Mac, Ronald MacDonald, kids, happy meal, food quality etc. The first step in creating a brand for your company is branding workshop. How Do We Determine Our Brand Identity? Brand has been called the most powerful idea in commercial world, yet few companies create a brand identity. Do you want your companys brand identity created for you by competitors and unhappy customers? Of course not. Our advice to executives is to research their customers and find the top ranked reasons that the customers buy their product rather than their competitors. Then, pound that message in every ad, in every news release, in communications with employees and in every sales call or media interview. By continuous repetition of messages customer will think of your product and then buy it.

Tools for Building Brand Identity: Brand builders use a set of tools to strengthen and project the brand image; Strong brands typically exhibit an owned word, a slogan, a color, a symbol, and set of stories.

Owned Word: A strong brand name should trigger another word, a favorable one. Here is the list of brands that own a word: Slogan: Many companies successfully added a slogan or tagline to their brand name which is repeated in every ad they use. Here are some well-known brands slogans, which people on the street may easily recall or recognize:

COMPANY British Airways Ford LIC

SLOGAN The worlds favorite airline Quality is our number one job Jeevan ke saath bhi jeevan ke baad bhi

Colors: It helps for a company or a brand to use a consistent set of color to and in the brand recognition. Caterpillar paints all its construction equipments yellow. Yellow is the color of Kodak film. IBM uses blue in its publications, and IBM is called Big Blues.

Symbols and Logos: Companies would be wise to adapt a symbol or logo to use in their communications. Many companies hire a well-known spokesperson, hoping that his or her quality transfer to the brand. Nike uses Michael Jordon who has worldwide recognition and likableness, to advertise its shoes. Sporting goods manufacturers sign contracts with top athletes to serve as their symbols, even naming the product after them. Cartoons and Animations: A less expensive approach is to develop a character, animated, to etch the brands image into customers mind. The advertising agency Leo Burnett has successfully created a number of memorable animated characters. Here are some well known brand cartoons which people may recognize: Company ICICI Prudential Amul Butter McDonalds All Out mosquito Repellent Pillsbury 7 Up Cartoon or Animation Chintamani Utterly Butterly Girl Ronald Louis Doughboy Fido Dido

Objects: Still another approach is to choose an object to represent a company or brand. The travelers insurance company uses an umbrella, suggesting that buying insurance is equivalent to having an umbrella available when it rains. The prudential insurance company features the rock of Gibraltar, suggesting that buying an insurance is equivalent to owing a peace of rock which is of course, solid ad dependable. Companies have developed many logos or abstracts, which are easily remembered by people. Even the way the brand name is written makes a brand recognizable and memorable.

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

color ad may be found in dented and dusty condition in the bottom shelf of a supermarket. The ad describing a gracious hotel chain is belied by the behavior of a surly concierge. Building brand therefore calls for more than brand image building. It calls for managing every brand contact that customer might have with brand. Since all the employees, distributors and dealers can affect brand experience. Brand and Reputation: A brand exists in the mind, or not at all. The mind it exists in may be that of a customer, a potential customer, an interested observer, a disinterested observer... or almost anybody. Awareness of a brand may be irrelevant to any purchasing decision that an individual may make. People are aware of the Mercedes car brand, but cannot envisage any circumstance under which they would (could!) buy a Mercedes. They are aware of Marlboro (and scores of other cigarette brands) but as a non-smoker they will never convert their awareness into purchase. Male with no children are not targeted by Pampers or Huggies but still are aware of the brands. People wear many hats. But are or not a potential customer. People may be an employee, an investor, a citizen, a husband and so on. They hate McDonalds hamburgers but might love their stock market record and therefore be a potential customer for their stock. They will never buy a Boeing 777 but might be impressed by the aircraft and favor an airline that flies them. They have no idea what an Intel chip is, but might be persuaded that it is a good thing to have in my PC and therefore buy a computer from a company that uses them. Brand Aware argues that there is no difference between "Brand" and "Reputation". Some conventional wisdoms state that customers buy brands, but that investors buy reputations. Those potential employees join companies because of their reputation, that the media and other "stakeholders" judge a company on its reputation in some way as a distinct concept from its brand. This part argues that such distinctions are fallacious for all companies, but especially for single brand companies such as a

McDonalds, a Coca-Cola, a Compaq or a Shell. These companies reputations are part and parcel of their brand. Their brands are their reputation. The Brand: To any individual a brand (in his mind) is a complex combination of experiences, beliefs, perceptions and associations that have grown up over time. For example Coca-Cola is a company brand, a product brand, a service brand and a brand with a long history. It is a brand which may represent (to any one individual) diversity, internationality, technical excellence, financial strength etc. etc. It may also mean insensitivity, environmental pollution, abuse of power and other negative perceptions. Perceiving the Brand: An individual builds up his perceptions of a brand via a wide range of communications channels. They are as follows: Experience: The most powerful influence is experiential. This is when the individual actually has a "Brand experience". The most obvious are: He visits a McDonalds restaurant or a Shell petrol station. He buys a Coca-Cola branded product or service. He views a Coca-Cola bottler's facility. He visits a corporate website. He attends an interview at the company. He contacts the company office for information. He meets an employee of the company. He buys a share in the company, etc.

Advertising: Over time an individual who lives in a country in which the company/brand is active, or travels to one on business or vacation, will be exposed to their advertising. This advertising may be in a wide range of media: TV commercials for products and services

 Recruitment ads inviting employment applications "Corporate" TV commercials promoting the company's "reputation" Web based advertising An ad for the companys branded products or services in a wide variety of print media. Billboards on highways Radio Point of sale etc. Media Reports and Stories: Individuals will be exposed to a wide variety of reports about companies in the media (print and broadcast) where the editorial content is only partly influence able by the company (in some cases) or not at all (in most cases). These stories will come from a variety of primary and secondary sources: Press releases Press conferences Reporting of "events" Investigative journalism Stories passed to the media by third parties (Non governmental organizations etc.) Professional/Business Interest: For some individuals to interface

professionally, or from a specific business need, with famous companies (or to observe them) is part of their job. They will usually procure their information from a variety of sources and via a variety of channels of communication. These individuals have a special interest in the companies and they include: Financial analysts and journalists with an interest in share performance Existing or potential suppliers of products and services

 Existing or potential industrial/commercial customers Building the Brand The art of marketing is largely art of brand building. When something is not a brand, it will probably be viewed as a commodity. Then price is the thing that counts. When price is the only thing that counts then the low cost producer wins. But just having a brand is not enough. What does the brand name mean? What associations, performances and expectations does it evoke? What degree of preferences does it create? Choosing a Brand Name: A brand name first must be chosen then its various meanings and promises must be built up through brand identity work. In choosing a brand name, it must be consistent with the value positioning of the brand. In naming a product or service the company may face many possibilities: it could choose name of the person (Honda, Calvin Klein), location (American airlines), quality (Safety stores, Healthy choice), or an artificial name (Exxon, Kodak). Some of the Desirable qualities of a Brand Name: It should suggest something about the product benefits. It should suggest product qualities such action or color It should be easy to pronounce, recognize and remember; short names help a lot to recognize the product to the customers. It should be distinctive. It should not carry poor meanings in other countries and languages etc.

Building Positive Associations: The best known brand names carry associations. For example, here is a list of words that people say they associate with McDonalds: Kids

Fun Happy Meal Ronald Mc. Donald Quality Toys

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

In summary, brands when their very name connotes positive attributes, benefits, company values, personality and users in the buyers mind. The brand builders job is to create a brand identity that builds on those dimensions. Choosing Brand Elements: Brand elements are those trademarks devices that serve to identify and differentiate the brand. Most strong brands employ multiple brand elements. Nike has distinctive swoosh logo, the empowering Just Do It slogan and the mythological Nike name based on the winged goddess of victory. Brand element can be chosen to build as much as brand equity as possible. The test of the brand building ability of these elements is what consumers think or feel about the product if they only knew about the brand element. A brand element provides positive contribution to brand equity. Brand Element Choice Criteria There are six criteria in choosing brand element. The first three can be characterized by brand building in terms of how brand equity can be build through judicious choice of brand element. The latter three are more defensive and are concerned with how the brand equity contained in the brand element can be leveraged and preserved in the face of various opportunities and constraints.

Memorable: How easily is the brand element recalled? How easily recognized? Is this true at both purchase and consumption? Short brand name like tide, Nike can help.

Meaningful: To what extent is brand element credible and suggestive of the corresponding category? Does it suggest something about a product ingredient or a type of person who might use the brand?

Likeability: How aesthetically appealing does consumers find the brand element? Is it inherently likeable visually, verbally, and in other ways? Concrete brand names such as Wheel, Sunsilk etc evoke much imagery.

Transferable: Can a brand element be used to introduce new products in the same or different categories? To what extent does the brand element add to brand equity across geographic boundaries and market segments?

Adaptable: How adaptable and updatable is the brand element? Betty corker received 8 makeovers through the years-although she is 75 yrs old, she doesnt look a day over 35.

Protectable: How legally protectable is the brand element? How competitively protectable? Can it be easily copied? It is important that names that become synonymous with product categories such as Kleenex, Xerox, Jell-O, etc retain their trademarks rights and not become generic.

Brand elements can play a number of roles. If consumers do not examine much information in making their product decisions, brand elements should be easily recognized and recalled and inherently descriptive and persuasive. Memorable or meaningful brand elements can reduce the burden on marketing communications to build awareness and link brand associations. The different associations that arise from likeability and appeal of the brand elements may also play a critical role in the equity of brand.

What is Brand Equity? There is no universally accepted definition of brand equity. The term means different things for different companies and products. However, there are several common characteristics of the many definitions that are used today. From the following examples it is clear that brand equity is multi-dimensional. There are several stakeholders concerned with brand equity, including the firm, the consumer, the channel, and some would even argue the financial markets. But ultimately, it is the consumer that is the most critical component in defining brand equity. Some researchers in the field of marketing have defined brand equity as follows:

Lance Leuthesser, et al (1995) writes that " brand equity represents the value (to a consumer) of a product, above that which would result for an otherwise identical product without the brand's name. In other words, brand equity represents the degree to which a brand's name alone contributes value to the offering (again, from the perspective of the consumer)."

The Marketing Science Institute (1988) defines brand equity as, "The set of associations and behaviors on the part of the brand's customers, channel members, and parent corporations that permit the brand to earn greater volume or greater margins than it could without the brand name and that gives the brand a strong, sustainable, and differentiated advantage over competitors."

Brand Equity can be Defined as Three Distinct Elements: 1) The total value of a brand as a separable asset -- when it is sold or included on a balance sheet. 2) A measure of the strength of consumers' attachment to a brand. 3) A description of the associations and beliefs the consumer has about the brand. Of those three concepts, the first can be classified as "brand valuation," the second "brand loyalty," and the third "brand description." Brand loyalty will be a factor that affects the overall brand value, and brand description will usually affect or explain some of the brand loyalty. Because of the importance of each of these elements of brand equity, they will each be briefly explained. Brand Equity as Brand Value: Brand value involves actually placing a dollar or rupee value on a brand name. The reasons for doing this are usually to set a price when the brand is sold and also to include the brand as an intangible asset on a balance sheet (a practice which is not used in some countries). While there are many methods for making this measurement, some of which will be described shortly, it is important to note that there is a significant difference between an "objective" valuation created for balance sheet purposes, and the actual price that a brand may get when sold?

A brand is likely to have a much greater value to one purchaser than another depending on the synergy that exists. For acquisitions, the value of a brand to a certain purchaser is often estimated through scenario planning. This involves determining what future cash flows the company could achieve if it owned and took advantage of the brand. What this means is that there is no such thing as an absolute value for a brand, and brand value needs to be considered as only one component of the overall equity of a brand. Brand Equity as Brand Loyalty: Loyalty is a core dimension of brand equity and is a way to gauge the strength of a brand. It represents a barrier to entry, a basis for a price premium, and time to respond to competitive innovations. The variety of measures used for brand loyalty usually is a combination of one or more of the following: Price/demand measures-focus on a brand's ability to command a higher price or make consumers less sensitive to price increases than price increases for competing brands. Behavioral measures-focus on consumers' behavior. Attitudinal measures-focus on general evaluative measures such as 'liking' or 'disliking.' Awareness measures-focus on identifying a brand as being associated with a product category. Brand Loyalty and Equity refer to the notion that some brands are "stronger" or better than others. An example of this sort of belief is: If the businesses were split up, I would take the brands, trademarks and goodwill, and you could have all the bricks and mortar - and I would fare better than you. The optimism for the concept can be stated on the fact that when one would say as a predictor of future financial performance, brand equity, if reported, would be

valuable for capital marketers and shareholders. Brand equity has the potential to become the set of measures of business performance that matter most. The motivation for brand equity comes from the observation that many marketing efforts "realize" benefits; such as sales or profit and these are accounted for in the firms profit and loss figures. However, there is the possibility that management might choose between taking realized benefits and "storing" them future. One of the most common times this argument is used is when discussing the role of advertising versus sales promotion. You could spend lots of money on advertising, see no immediate effects, but you could save your job by saying that you had "built the brand". At least one advertising agency offers to partner companies in this sort of activity. So marketing strategies could be putting money into (or out of) the brand equity bank account. But the question is as always how do we know? That is are we actually building the brand with all our advertising (or other brand building 4 ps decisions e.g., limited / premium distribution rights, high price, fancy packing, after sales service, extended warranties).So, hopefully you have got the idea - theories about brand loyalty and equity are used to represent aspects of brand strength. This "strength" can take a number of forms, e.g., consumers predominantly buying your brand, which might be represented by a high share of category requirements, or high proportion of sole-buyers. Consumers saying good things about your brand, e.g., having a positive brand Attitude, it might be the ability to charge a price premium. It might be the ability to not be substituted when out of stock. Future strength might be in terms of some sort of long-term competitive advantage or the ability to sustain brand extensions. One of the things is that as with many concepts in marketing, is that there are many different definitions and viewpoints on what exactly brand equity is and how to measure it. So that is a problem. We need to be clear just what people mean when they talk about brand equity or brand loyalty, or building brands. Brand Loyalty / Equity Advocates:

One of the ruses used by proponents of brand equity or loyalty is to claim that these measures do not capture all the important aspects of brands strength. But this is an evasion. We want to be able to detect that our efforts are doing something to the brand, and so we need to know ways that this might show up in.

Brand Equity as Brand Description Brand description, the final component of brand equity, concerns the actual attributes of the brand. These attributes or associations are major creators of brand loyalty. A wide variety of techniques exist for matching consumer associations with perceptions of a brand. These techniques can be both qualitative and quantitative. They work by getting the respondent to link each brand with pictures or words. These attributes then can be measured with multi-dimensional scaling to position the attributes relative to one another. Qualitative Measures of Brand Equity: The Brand Equity Ten are ten sets of measures grouped into five categories, which attempt to gauge the strength of a brand. The first four categories represent customer perceptions of the brand along the four dimensions of brand equity- loyalty, perceived quality, associations and awareness. The fifth includes two sets of market behavior measures. Loyalty Price Premium: A basic indicator of loyalty is the amount a customer will pay for a product in comparison to other comparable products. A price premium can be determined by simply asking consumers how much more they would be willing to pay for the brand. Customer Satisfaction: A direct measure of customer satisfaction can be applied to existing customers. The focus can be the last use experience or simply the use experience from the customer's view. Perceived Quality and Leadership Measures Perceived Quality: is one of the key dimensions of brand equity and has been shown to be associated with price premiums, price elasticities, brand usage and stock return. It can be calculated by asking consumers to directly compare similar brands.

Leadership/Popularity: has three dimensions. First, if enough consumers are buying into the brand concept it must have merit. Second, leadership often taps innovation within a product class. Third, leadership taps the dynamics of consumer acceptance. Namely, people are uneasy swimming against the tide are a likely to buy a popular product. This can be measured by asking consumers about the product's leadership position, its popularity and its innovative qualities. Associations/ Differentiation Measures Perceived Value: This dimension simply involves determining whether the product provides good value for the money and whether there are reasons to buy this brand over competitive brands. Brand Personality: This element is based on the brand-as-person perspective. For some brands, the brand personality can provide links to the brands emotional and self-expressive benefits. Organizational Associations: This dimension considers the type of organization that lies behind the brand. Awareness Measures Brand awareness: reflects the salience of the product in the consumer's mind and involves various levels including recognition, recall, brand dominance, and brand knowledge and brand opinion. Market Behavior Measures Market Share: The performance of a brand as measured by market share often provides a valid and dynamic reflection of the brand's standing with customers. Price and Distribution Indices: Market share can prove deceptive when it increases as a result of reduced prices or promotions. Calculating market price and distribution coverage can provide or more accurate picture of the product's true strength. Relative market price can be calculated by dividing the average price at which the product was sold during the month by the average price at which all the brands were sold.

Managing Brand Equity: Consistency is the key to successfully building and managing brand equity. Having a long-term outlook and projecting a consistent image of your brand to the customer will maximize the results of building brand equity. It is critical for managers to realize that brand equity can have positive as well as negative effects on a product or company. In the end, it is the customer that truly defines what brand equity means. If management feels it is necessary to change the direction of a brand or change a product it must be careful not to change too quickly. There are many examples of companies that have changed a product or brand too much or too quickly. On these occasions, consumers met changes with adverse reactions. The most famous example is Coca-Cola. They changed the formula of their flagship product Coke, and consumers reacted so poorly to the new product that the old formula was reintroduced and the new formula eventually was discontinued. The consumer through the product experiences brand equity. The product has certain attributes or characteristics that deliver the equity to the consumer. If any of these attributes are changed or eliminated, the equity delivered to the consumer is also changed. Managing brand equity is a continual process with long-term implications. Unfortunately, many brand managers are forced to focus on short-term goals such as market share and profits. Many programs that are implemented to boost short-term sales or market share may be detrimental to the long-term viability of the brand. For example, Proctor & Gamble has started to test market a program to move away from using coupons to a system of every day low prices. This is, in part, because consumers may become loyal to the coupon or promotion and not to the product itself. Constant promotional programs erode margins and eventually brand loyalty. Ultimately, brand equity is damaged. In 1988, Graham Phillips, Chairman of Ogilvy and Mather Worldwide, said, "I doubt that many would welcome a commodity marketplace in which one competed solely on price, promotion and trade deals, all of which can be easily duplicated by competition. This would lead to ever decreasing profits, decay, and eventual bankruptcy. About the only aspect of the marketing mix that cannot be duplicated is a

strong brand image." This quote clearly demonstrates the importance of managing brand equity. In many categories, brand equity is the only point of differentiation between products. Many people may think that building and maintaining brand equity is solely the responsibility of brand managers, but it is actually a cross-functional team effort. Financial managers are important because they can fully analyze the costs of maintaining and building brand equity. For example, launching a new brand is extremely consuming in terms of money and time. It may be more cost effective to extend a current brand than introduce a new brand. Marketing research is critical for many obvious reasons. It develops most, if not all, of the research and data that companies will use for deciding strategic issues. Marketing research can also help determine how brand equity is actually measured. Once a definition of brand equity is established, the responsibility of tracking. The World Strongest Brand Share 10 Attributes: 1. The brand excels at delivering the benefits consumers truly desire. 2. The brand stays relevant. 3. The pricing strategy is based on consumer perceptions of value. 4. The brand is properly positioned. 5. The brand is consistent. 6. The brand portfolio and hierarchy makes sense. 7. The brand makes use of and co-ordinates a full repertoire of marketing activities to build equity. 8. The brand is given proper, sustained support. 9. The brands manager understands what the brand means to customers. 10. The company monitors source of brand equity. Branding benefits buyers as well as sellers in the following manner: To Buyer:

Help buyers identify the product that they like/dislike. Identify marketer Helps reduce the time needed for purchase. Helps buyers evaluate quality of products especially if unable to judge products characteristics.

Helps reduce buyers perceived risk of purchase. Buyer may derive a psychological reward from owning the brand, i.e., Rolex or Mercedes.

To Seller: Differentiate product offering from competitors Helps segment market by creating tailored images, i.e., Contact lenses Brand identifies the companies products making repeat purchases easier for customers. Reduce price comparisons Brand helps firm introduce a new product that carries the name of one or more of its existing products...half as much as using a new brand, lower co. designs, advertising and promotional costs. Example, BPL telephones. Easier cooperation with intermediaries with well known brands Facilitates promotional efforts. Helps foster brand loyalty helping to stabilize market share. Firms may be able to charge a premium for the brand.

CHAPTER III - INDUSTRY PROFILE

Financial Markets: Finance is the pre-requisite for modern business and financial institutions play a vital role in the economic system. It is through financial markets and institutions that the financial system of an economy works. Financial markets refer to the institutional arrangements for dealing in financial assets and credit instruments of different types such as currency, cheques, bank deposits, bills, bonds, equities, etc. Financial market is a broad term describing any marketplace where buyers and sellers participate in the trade of assets such as equities, bonds, currencies and derivatives. They are typically defined by having transparent pricing, basic regulations on trading, costs and fees and market forces determining the prices of securities that trade. Generally, there is no specific place or location to indicate a financial market. Wherever a financial transaction takes place, it is deemed to have taken place in the financial market. Hence financial markets are pervasive in nature since financial transactions are themselves very pervasive throughout the economic system. For instance, issue of equity shares, granting of loan by term lending institutions, deposit of money into a bank, purchase of debentures, sale of shares and so on. In a nutshell, financial markets are the credit markets catering to the various needs of the individuals, firms and institutions by facilitating buying and selling of financial assets, claims and services.

Classification of Financial Markets:

Financial markets

Organized markets

Unorganized markets

Capital Markets

Money Markets

Money Lenders, Indigenuos Bankers

Industrial Securities Market

Call Money Market

Primary Market

Commercial Bill Market

Secondary market

Treasury Bill Market

Government Securities Market Long-term loan market

Capital Market: The capital market is a market for financial assets which have a long or indefinite maturity. Generally, it deals with long term securities which have a period of above one year. In the widest sense, it consists of a series of channels through which the savings of the community are made available for industrial and commercial enterprises and public authorities. As a whole, capital market facilitates raising of capital. The major functions performed by a capital market are: 1. Mobilization of financial resources on a nation-wide scale. 2. Securing the foreign capital and know-how to fill up deficit in the required resources for economic growth at a faster rate. 3. Effective allocation of the mobilized financial resources, by directing the same to projects yielding highest yield or to the projects needed to promote balanced economic development. Capital market consists of primary market and secondary market. Primary market: Primary market is a market for new issues or new financial claims. Hence it is also called as New Issue Market. It basically deals with those securities which are issued to the public for the first time. The market, therefore, makes available a new block of securities for public subscription. In other words, it deals with raising of fresh capital by companies either for cash or for consideration other than cash. The best example could be Initial Public Offering (IPO) where a firm offers shares to the public for the first time. Secondary market: Secondary market is a market where existing securities are traded. In other words, securities which have already passed through new issue market are traded in this market. Generally, such securities are quoted in the stock exchange and it provides a

continuous and regular market for buying and selling of securities. This market consists of all stock exchanges recognized by the government of India. Money Market: Money markets are the markets for short-term, highly liquid debt securities. Money market securities are generally very safe investments which return relatively low interest rate that is most appropriate for temporary cash storage or short term time needs. It consists of a number of sub-markets which collectively constitute the money market namely call money market, commercial bills market, acceptance market, and Treasury bill market. Derivatives Market: The derivatives market is the financial market for derivatives, financial instruments like futures contracts or options, which are derived from other forms of assets. A derivative is a security whose price is dependent upon or derived from one or more underlying assets. The derivative itself is merely a contract between two or more parties. Its value is determined by fluctuations in the underlying asset. The most common underlying assets include stocks, bonds, commodities, currencies, interest rates and market indexes. The important financial derivatives are the following: Forwards: Forwards are the oldest of all the derivatives. A forward contract refers to an agreement between two parties to exchange an agreed quantity of an asset for cash at a certain date in future at a predetermined price specified in that agreement. The promised asset may be currency, commodity, instrument etc. Futures: Future contract is very similar to a forward contract in all respects excepting the fact that it is completely a standardized one. It is nothing but a standardized forward contract which is legally enforceable and always traded on an organized exchange. Options: A financial derivative that represents a contract sold by one party (option writer) to another party (option holder). The contract offers the buyer the right, but not the obligation, to buy (call) or sell (put) a security or other financial asset at an agreed-upon price (the strike price) during a certain period

of time or on a specific date (exercise date). Call options give the option to buy at certain price, so the buyer would want the stock to go up. Put options give the option to sell at a certain price, so the buyer would want the stock to go down. Swaps: It is yet another exciting trading instrument. Infact, it is the combination of forwards by two counterparties. It is arranged to reap the benefits arising from the fluctuations in the market either currency market or interest rate market or any other market for that matter. Foreign Exchange Market: It is a market in which participants are able to buy, sell, exchange and speculate on currencies. Foreign exchange markets are made up of banks, commercial companies, central banks, investment management firms, hedge funds, and retail forex brokers and investors. The Forex market is considered to be the largest financial market in the world. It is a worldwide decentralized over-the-counter financial market for the trading of currencies. Because the currency markets are large and liquid, they are believed to be the most efficient financial markets. It is important to realize that the foreign exchange market is not a single exchange, but is constructed of a global network of computers that connects participants from all parts of the world. Commodities Market: It is a physical or virtual marketplace for buying, selling and trading raw or primary products. For investors' purposes there are currently about 50 major commodity markets worldwide that facilitate investment trade in nearly 100 primary commodities. Commodities are split into two types: hard and soft commodities. Hard commodities are typically natural resources that must be mined or extracted (gold, rubber, oil, etc.), whereas soft commodities are agricultural products or livestock (corn, wheat, coffee, sugar, soybeans, pork, etc.)

Indian Financial Markets:

India Financial market is one of the oldest in the world and is considered to be the fastest growing and best among all the markets of the emerging economies. The history of Indian capital markets dates back 200 years toward the end of the 18th century when India was under the rule of the East India Company. The development of the capital market in India concentrated around Mumbai where no less than 200 to 250 securities brokers were active during the second half of the 19th century. The financial market in India today is more developed than many other sectors because it was organized long before with the securities exchanges of Mumbai, Ahmadabad and Kolkata were established as early as the 19th century. By the early 1960s the total number of securities exchanges in India rose to eight, including Mumbai, Ahmadabad and Kolkata apart from Madras, Kanpur, Delhi, Bangalore and Pune. Today there are 21 regional securities exchanges in India in addition to the centralized NSE (National Stock Exchange) and OTCEI (Over the Counter Exchange of India). However the stock markets in India remained stagnant due to stringent controls on the market economy that allowed only a handful of monopolies to dominate their respective sectors. The corporate sector wasn't allowed into many industry segments, which were dominated by the state controlled public sector resulting in stagnation of the economy right up to the early 1990s. Thereafter when the Indian economy began liberalizing and the controls began to be dismantled or eased out; the securities markets witnessed a flurry of IPOs that were launched. This resulted in many new companies across different industry segments to come up with newer products and services. A remarkable feature of the growth of the Indian economy in recent years has been the role played by its securities markets in assisting and fuelling that growth with money rose within the economy. This was in marked contrast to the initial phase of growth in many of the fast growing economies of East Asia that witnessed huge doses of FDI (Foreign Direct Investment) spurring growth in their initial days of market

decontrol. During this phase in India much of the organized sector has been affected by high growth as the financial markets played an all-inclusive role in sustaining financial resource mobilization. Many PSUs (Public Sector Undertakings) that decided to offload part of their equity were also helped by the well-organized securities market in India. The launch of the NSE (National Stock Exchange) and the OTCEI (Over the Counter Exchange of India) during the mid 1990s by the government of India was meant to usher in an easier and more transparent form of trading in securities. The NSE was conceived as the market for trading in the securities of companies from the largescale sector and the OTCEI for those from the small-scale sector. While the NSE has not just done well to grow and evolve into the virtual backbone of capital markets in India the OTCEI struggled and is yet to show any sign of growth and development. The integration of IT into the capital market infrastructure has been particularly smooth in India due to the countrys world class IT industry. This has pushed up the operational efficiency of the Indian stock market to global standards and as a result the country has been able to capitalize on its high growth and attract foreign capital like never before. The regulating authority for capital markets in India is the SEBI (Securities and Exchange Board of India). SEBI came into prominence in the 1990s after the capital markets experienced some turbulence. It had to take drastic measures to plug many loopholes that were exploited by certain market forces to advance their vested interests. After this initial phase of struggle SEBI has grown in strength as the regulator of Indias capital markets and as one of the countrys most important institutions.

Financial Market Regulations:

Regulations are an absolute necessity in the face of the growing importance of capital markets throughout the world. The development of a market economy is dependent on the development of the capital market. The regulation of a capital market involves the regulation of securities; these rules enable the capital market to function more efficiently and impartially. A well regulated market has the potential to encourage additional investors to partake, and contribute in, furthering the development of the economy. The chief capital market regulatory authority is Securities and Exchange Board of India (SEBI). SEBI is the regulator for the securities market in India. It is the apex body to develop and regulate the stock market in India It was formed officially by the Government of India in 1992 with SEBI Act 1992 being passed by the Indian Parliament. Chaired by C B Bhave, SEBI is headquartered in the popular business district of Bandra-Kurla complex in Mumbai, and has Northern, Eastern, Southern and Western regional offices in New Delhi, Kolkata, Chennai and Ahmedabad. In place of Government Control, a statutory and autonomous regulatory board with defined responsibilities, to cover both development & regulation of the market, and independent powers has been set up. The basic objectives of the Board were identified as: To protect the interests of investors in securities; To promote the development of Securities Market; To regulate the securities market and For matters connected therewith or incidental thereto.

Since its inception SEBI has been working targeting the securities and is attending to the fulfillment of its objectives with commendable zeal and dexterity. The improvements in the securities markets like capitalization requirements, margining, establishment of clearing corporations etc. reduced the risk of credit and also reduced the market.

SEBI has introduced the comprehensive regulatory measures, prescribed registration norms, the eligibility criteria, the code of obligations and the code of conduct for different intermediaries like, bankers to issue, merchant bankers, brokers and sub-brokers, registrars, portfolio managers, credit rating agencies, underwriters and others. It has framed bye-laws, risk identification and risk management systems for Clearing houses of stock exchanges, surveillance system etc. which has made dealing in securities both safe and transparent to the end investor. Another significant event is the approval of trading in stock indices (like S&P CNX Nifty & Sensex) in 2000. A market Index is a convenient and effective product because of the following reasons: It acts as a barometer for market behavior; It is used to benchmark portfolio performance; It is used in derivative instruments like index futures and index options; It can be used for passive fund management as in case of Index Funds. Two broad approaches of SEBI is to integrate the securities market at the national level, and also to diversify the trading products, so that there is an increase in number of traders including banks, financial institutions, insurance companies, mutual funds, primary dealers etc. to transact through the Exchanges. In this context the introduction of derivatives trading through Indian Stock Exchanges permitted by SEBI in 2000 AD is a real landmark. SEBI has enjoyed success as a regulator by pushing systemic reforms aggressively and successively (e.g. the quick movement towards making the markets electronic and paperless rolling settlement on T+2 bases). SEBI has been active in setting up the regulations as required under law.

Stock Exchanges in India:

Stock Exchanges are an organized marketplace, either corporation or mutual organization, where members of the organization gather to trade company stocks or other securities. The members may act either as agents for their customers, or as principals for their own accounts. As per the Securities Contracts Regulation Act, 1956 a stock exchange is an association, organization or body of individuals whether incorporated or not, established for the purpose of assisting, regulating and controlling business in buying, selling and dealing in securities. Stock exchanges facilitate for the issue and redemption of securities and other financial instruments including the payment of income and dividends. The record keeping is central but trade is linked to such physical place because modern markets are computerized. The trade on an exchange is only by members and stock broker do have a seat on the exchange.

List of Stock Exchanges in India

Bombay Stock Exchange National Stock Exchange OTC Exchange of India Regional Stock Exchanges 1. Ahmedabad 2. Bangalore 3. Bhubaneswar 4. Calcutta 5. Cochin 6. Coimbatore 7. Delhi 8. Guwahati 9. Hyderabad 10. Jaipur 11. Ludhiana 12. Madhya Pradesh 13. Madras 14. Magadh 15. Mangalore 16. Meerut 17. Pune 18. Saurashtra Kutch 19. Uttar Pradesh 20. Vadodara

Bombay Stock Exchange (BSE)

A very common name for all traders in the stock market, BSE, stands for Bombay Stock Exchange. It is the oldest market not only in the country, but also in Asia. In the early days, BSE was known as "The Native Share & Stock Brokers Association." It was established in the year 1875 and became the first stock exchange in the country to be recognized by the government. In 1956, BSE obtained a permanent recognition from the Government of India under the Securities Contracts (Regulation) Act, 1956. In the past and even now, it plays a pivotal role in the development of the country's capital market. This is recognized worldwide and its index, SENSEX, is also tracked worldwide. Earlier it was an Association of Persons (AOP), but now it is a demutualised and corporatised entity incorporated under the provisions of the Companies Act, 1956, pursuant to the BSE (Corporatisation and Demutualization) Scheme, 2005 notified by the Securities and Exchange Board of India (SEBI). BSE Vision The vision of the Bombay Stock Exchange is to "Emerge as the premier Indian stock exchange by establishing global benchmarks." BSE Management Bombay Stock Exchange is managed professionally by Board of Directors. It comprises of eminent professionals, representatives of Trading Members and the Managing Director. The Board is an inclusive one and is shaped to benefit from the market intermediaries participation. The Board exercises complete control and formulates larger policy issues. The day-to-day operations of BSE are managed by the Managing Director and its school of professional as a management team.

BSE Network The Exchange reaches physically to 417 cities and towns in the country. The framework of it has been designed to safeguard market integrity and to operate with transparency. It provides an efficient market for the trading in equity, debt instruments and derivatives. Its online trading system, popularly known as BOLT, is a proprietary system and it is BS 7799-2-2002 certified. The BOLT network was expanded, nationwide, in 1997. The surveillance and clearing & settlement functions of the Exchange are ISO 9001:2000 certified. BSE Facts BSE as a brand is synonymous with capital markets in India. The BSE SENSEX is the benchmark equity index that reflects the robustness of the economy and finance. It was the First in India to introduce Equity Derivatives First in India to launch a Free Float Index First in India to launch US$ version of BSE Sensex First in India to launch Exchange Enabled Internet Trading Platform First in India to obtain ISO certification for Surveillance, Clearing & Settlement 'BSE On-Line Trading System (BOLT) has been awarded the globally recognized the Information Security Management System standard BS7799-2:2002. First to have an exclusive facility for financial training Moved from Open Outcry to Electronic Trading within just 50 days

BSE with its long history of capital market development is fully geared to continue its contributions to further the growth of the securities markets of the country, thus helping India increases its sphere of influence in international financial markets.

National Stock Exchange of India Limited (NSE)

The National Stock Exchange of India Limited (NSE) has genesis in the report of the High Powered Study Group on Establishment of New Stock Exchanges, which recommended promotion of a National Stock Exchange by financial institutions (FIs) to provide access to investors from all across the country on an equal footing. Based on the recommendations, NSE was promoted by leading Financial Institutions at the behest of the Government of India and was incorporated in November 1992 as a tax-paying company unlike other stock Exchange in the country. On its recognition as a stock exchange under the Securities Contracts (Regulation) Act, 1956 in April 1993, NSE commenced operations in the Wholesale Debt Market (WDM) segment in June 1994. The Capital Market (Equities) segment commenced operations in November 1994 and operations in Derivatives segment commenced in June 2000. NSE Group of Companies: National Securities Clearing Corporation Ltd. (NSCCL) It is a wholly owned subsidiary, which was incorporated in August 1995 and commenced clearing operations in April 1996. It was formed to build confidence in clearing and settlement of securities, to promote and maintain the short and consistent settlement cycles, to provide a counter-party risk guarantee and to operate a tight risk containment system. NSE.IT Ltd. It is also a wholly owned subsidiary of NSE and is its IT arm. This arm of the NSE is uniquely positioned to provide products, services and solutions for the securities industry. NSE.IT primarily focuses on in the area of trading, broker frontend and back-office, clearing and settlement, web-based, insurance, etc. Along with

this, it also provides consultancy and implementation services in Data Warehousing, Business Continuity Plans, Site Maintenance and Backups, Stratus Mainframe Facility Management, Real Time Market Analysis & Financial News. India Index Services & Products Ltd. (IISL) It is a joint venture between NSE and CRISIL Ltd. to provide a variety of indices and index related services and products for the Indian Capital markets. It was set up in May 1998. IISL has a consulting and licensing agreement with the Standard and Poor's (S&P), world's leading provider of equity indices, for co-branding equity indices. National Securities Depository Ltd. (NSDL) NSE joined hands with IDBI and UTI to promote dematerialization of securities. This step was taken to solve problems related to trading in physical securities. It commenced operations in November 1996. NSE Facts It uses satellite communication technology to energize participation from around 400 cities in India. NSE can handle up to 1 million trades per day. It is one of the largest interactive VSAT based stock exchanges in the world. The NSE- network is the largest private wide area network in India and the first extended C- Band VSAT network in the world. Presently more than 9000 users are trading on the real time-online NSE application. Today, NSE is one of the largest exchanges in the world and still forging ahead. At NSE, we are constantly working towards creating a more transparent, vibrant and innovative capital market.

Over the Counter Exchange of India (OTCEI)

OTCEI was incorporated in 1990 as a section 25 company under the companies Act 1956 and is recognized as a stock exchange under section 4 of the securities Contracts Regulation Act, 1956. The exchange was set up to aid enterprising promotes in raising finance for new projects in a cost effective manner and to provide investors with a transparent and efficient mode of trading Modeled along the lines of the NASDAQ market of USA, OTCEI introduced many novel concepts to the Indian capital markets such as screen-based nationwide trading, sponsorship of companies, market making and scrip less trading. As a measure of success of these efforts, the Exchange today has 115 listings and has assisted in providing capital for enterprises that have gone on to build successful brands for themselves like VIP Advanta, Sonora Tiles & Brilliant mineral water, etc. Need for OTCEI: Studies by NASSCOM, software technology parks of India, the venture capitals funds and the governments IT tasks Force, as well as rising interest in IT, Pharmaceutical, Biotechnology and Media shares have repeatedly emphasized the need for a national stock market for innovation and high growth companies. Innovative companies are critical to developing economics like India, which is undergoing a major technological revolution. With their abilities to generate employment opportunities and contribute to the economy, it is essential that these companies not only expand existing operations but also set up new units. The key issue for these companies is raising timely, cost effective and long term capital to sustain their operations and enhance growth. Such companies, particularly those that have been in operation for a short time, are unable to raise funds through the traditional financing methods, because they have not yet been evaluated by the financial world.

CHAPTER IV - COMPANY PROFILE

INDIA INFOLINE LIMITED (IIFL) India Infoline (IIFL) is a one-stop financial services shop, most respected for quality of its information, personalized service and cutting-edge technology. Vision Our vision is to be the most respected company in the financial services space. India Infoline Group The India Infoline group, comprising the holding company, India Infoline Limited and its wholly-owned subsidiaries, include the entire financial services space with offerings ranging from Equity research, Equities and derivatives trading, Commodities trading, Portfolio Management Services, Mutual Funds, Life Insurance, Fixed deposits, GoI bonds and other small savings instruments to loan products and Investment banking. India Infoline also owns and manages the websites www.indiainfoline.com and www.5paisa.com. The company has a network of over 2100 business locations (branches and sub-brokers) spread across more than 450 cities and towns. The group caters to approximately a million customers. Founded in 1995 by Mr. Nirmal Jain (Chairman and Managing Director) as an independent business research and information provider, the company gradually evolved into a one-stop financial services solutions provider. India Infoline received registration for a housing finance company from the National Housing Bank and received the Fastest growing Equity Broking House Large firms in India by Dun & Bradstreet in 2009. It also received the Insurance broking license from IRDA; received the venture capital license; received in principle approval to sponsor a mutual fund; received Best broker- India award from Finance Asia; Most Improved Brokerage- India award from Asia money.

Company Structure India Infoline Limited is listed on both the leading stock exchanges in India, viz. the Stock Exchange, Mumbai (BSE) and the National Stock Exchange (NSE) and is also a member of both the exchanges. It is engaged in the businesses of Equities broking, Wealth Advisory Services and Portfolio Management Services. It offers broking services in the Cash and Derivatives segments of the NSE as well as the Cash segment of the BSE. It is registered with NSDL as well as CDSL as a depository participant, providing a one-stop solution for clients trading in the equities market. It has recently launched its Investment banking and Institutional Broking business. A SEBI authorized Portfolio Manager; it offers Portfolio Management Services to clients. These services are offered to clients as different schemes, which are based on differing investment strategies made to reflect the varied risk-return preferences of clients.

India Infoline Media and Research Services Limited The services represent a strong support that drives the broking, commodities, mutual fund and portfolio management services businesses. It undertakes equities research which is acknowledged by none other than Forbes as 'Best of the Web' and 'a must read for investors in Asia'. India Infoline's research is available not just over the internet but also on international wire services like Bloomberg (Code: IILL), Thomson First Call and Internet Securities where India Infoline is amongst the most read Indian brokers. India Infoline Commodities Limited India Infoline Commodities Pvt Limited is engaged in the business of commodities broking. Their experience in securities broking empowered them with the requisite skills and technologies to allow them to offer commodities broking as a contra-cyclical alternative to equities broking. It enjoys memberships with the MCX and NCDEX, two leading Indian commodities exchanges, and recently acquired membership of DGCX. It has a multi-channel delivery model, making it among the select few to offer online as well as offline trading facilities. India Infoline Marketing & Services India Infoline Marketing and Services Limited is the holding company of India Infoline Insurance Services Limited and India Infoline Insurance Brokers Limited. India Infoline Insurance Services Limited is a registered Corporate Agent with the Insurance Regulatory and Development Authority (IRDA). It is the largest Corporate Agent for ICICI Prudential Life Insurance Co Limited, which is India's largest private Life Insurance Company. India Infoline was the first corporate agent to get licensed by IRDA in early 2001. India Infoline Insurance Brokers Limited India Infoline Insurance Brokers Limited is a newly formed subsidiary which will carry out the business of Insurance broking.

India Infoline Investment Services Limited Consolidated shareholdings of all the subsidiary companies engaged in loans and financing activities under one subsidiary. Recently, Orient Global, a Singapore-based investment institution invested USD 76.7 million for a 22.5% stake in India Infoline Investment Services. This will help focused expansion and capital raising in the said subsidiaries for various lending businesses like loans against securities, SME financing, distribution of retail loan products, consumer finance business and housing finance business. India Infoline Investment Services Private Limited consists of the following step-down subsidiaries. India Infoline Distribution Company Limited (distribution of retail loan products) Moneyline Credit Limited (consumer finance) India Infoline Housing Finance Limited (housing finance)

IIFL (Asia) Private Limited IIFL (Asia) Private Limited is wholly owned subsidiary which has been incorporated in Singapore to pursue financial sector activities in other Asian markets. Further to obtaining the necessary regulatory approvals, the company has been initially capitalized at 1 million Singapore dollars.

IIFL Management The Management Team

Mr. Nirmal Jain, Chairman & Managing Director Nirmal Jain, MBA (IIM, Ahmadabad) and a Chartered and Cost Accountant, founded Indias leading financial services company India Infoline Ltd. in 1995, providing globally acclaimed financial services in equities and commodities broking, life insurance and mutual funds distribution, among others.

Mr. R Venkataraman, Executive Director R Venkataraman, co-promoter and Executive Director of India Infoline Ltd., is a B. Tech (Electronics and Electrical Communications Engineering, IIT Kharagpur) and an MBA (IIM Bangalore). He joined the India Infoline board in July 1999.

The Board Of Directors

Apart from Nirmal Jain and R Venkataraman, the Board of Directors of India Infoline Ltd. comprises: Mr. Nilesh Vikamsey, Independent Director Mr. Vikamsey, Board member since February 2005 - a practicing Chartered Accountant and partner (Khimji Kunverji & Co., Chartered Accountants), a member firm of HLB International, headed the audit department till 1990 and thereafter also handles financial services, consultancy, investigations, mergers and acquisitions, valuations etc

Mr Sat Pal Khattar, Non Executive Director Mr Sat Pal Khattar, - Board member since April 2001 - Presidential Council of Minority Rights member, Chairman of the Board of Trustee of Singapore Business Federation, is also a life trustee of SINDA, a non profit body, helping the under-privileged Indians in Singapore. He joined the India Infoline board in April 2001.

Mr Kranti Sinha, Independent Director Mr. Kranti Sinha Board member since January 2005 completed his masters from the Agra University and started his career as a Class I officer with Life Insurance Corporation of India.

Mr Arun K. Purvar, Independent Director Mr. A.K. Purvar Board member since March 2008 completed his Masters degree in commerce from Allahabad University in 1966 and a diploma in Business Administration in 1967.

IIFL Products & Services: 1. Equities India Infoline provided the prospect of researched investing to its clients, which was hitherto restricted only to the institutions. Research for the retail investor did not exist prior to India Infoline. India Infoline leveraged technology to bring the convenience of trading to the investors location of preference (residence or office) through computerized access. India Infoline made it possible for clients to view transaction costs and ledger updates in real time. The Company is among the few financial intermediaries in India to offer a complement of online and offline broking. The Companies network of branches also allows customers to place orders on phone or visit our branches for trading. 2. Commodities India Infolines extension into commodities trading reconciles its strategic intent to emerge as a one stop solutions financial intermediary. Its experience in securities broking has empowered it with requisite skills and technologies. The Companies commodities business provides a contra-cyclical alternative to equities broking. The Company was among the first to offer the facility of commodities trading in Indias young commodities market (the MCX commenced operations in 2003). Average monthly turnover on the commodity exchanges increased from Rs 0.34 bn to Rs 20.02 bn.

3. Insurance An entry into this segment helped complete the client's product basket; concurrently, it graduated the Company into a one stop retail financial solutions provider. To ensure maximum reach to customers across India, it has employed a multi pronged approach and reaches out to customers via our Network, Direct and Affiliate channels. India Infoline was the first corporate in India to get the agency license in early 2001.

4. Invest Online India Infoline has made investing in Mutual funds and primary market so effortless. Only registration is needed. No paperwork no queues and No registration charges. India Infoline offers a host of mutual fund choices under one roof, backed by in-depth research and advice from research house and tools configured as investor friendly. 5. Wealth Management The key to achieving a successful Investment Portfolio is to have a carefully planned financial strategy based on a thorough understanding of the client's investment needs and risk appetite. The IIFL Private Wealth Management Team of financial experts will recommend an appropriate financial strategy to effectively meet customers investment requirements. 6. Asset Management India Infoline is a leading pan-India mutual fund distribution house associated with leading asset management companies. It operates primarily in the retail segment leveraging its existing distribution network to reach prospective clients. It has received the in-principle approval to set up a mutual fund. 7. Portfolio Management IIFL Portfolio Management Service is a product wherein an equity investment portfolio is created to suit the investment objectives of a client. India Infoline invests the clients resources into stocks from different sectors, depending on clients risk-return profile. This service is particularly advisable for investors who cannot afford to give time or don't have that expertise for day-to-day management of their equity portfolio.

CHAPTER V DATA ANALYSIS & INTERPRETATIONS

1.

Have you heard about online trading services of IIFL? IIFL Ltd., Awareness Of Online Trading Services Option Yes No No. of Respondents 38 12 50 Percentage (%) 76% 24% 100%

Table 1: S. No. 1 2

Total Source: Primary Data

Figure 1: IIFL Ltd., Awareness Of Online Trading Services

IIFL Ltd., Aw areness Of Online Trading Services

Yes 76%

No 24%

Source: Primary Data Interpretation The above graph illustrates the awareness level of online trading services of IIFL. 38 people out of 50 responded that they had heard about the services and the rest 12 people had not heard about the product. Henceforth 76% of people had heard about the product/service, which means that the online trading service of IIFL is a popular product among the people.

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

Total Source: Primary Data

Figure 2: Media Mode, Online Trading Services Of IIFL Customers Mode of Media 16 No. of Respondents 12 8 4 0 Television Hoardings Newspaper & Magazines Friends & Relatives Other 15

10 8 5 5

Source: Primary Data

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

3.

How often you have heard about the services of IIFL? Listening Frequency Of IIFL Services Option Many Times Often Some Times No Idea No. of Respondents 10 12 16 12 50 Percentage (%) 20% 24% 32% 24% 100%

Table 3: S.No. 1 2 3 4

Total Source: Primary Data Figure 3: Listening Frequency Of IIFL Services

Listening Frequency Of IIFL Services 18 16 12 10 12

No. of Respondents

12

0 Many Times Source: Primary Data Often Some Times No Idea

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

4.

Are you maintaining a demat account with IIFL? Demat Account Holding With IIFL Option Yes No No. of Respondents 20 30 50 Percentage (%) 40% 60% 100%

Table 4: S.No. 1 2

Total Source: Primary Data Figure 4: Demat Account Holding With IIFL

Dem Account Holding W IIFL at ith

Yes 40% No 60%

Source: Primary Data Interpretation The above graph indicates that 60% of the respondents are not holding a demat account with IIFL Ltd., and only 40% of the respondents are holding a demat account with IIFL. It is suggested that IIFL need to take precautionary measures for imporving its brand awareness among customers.

5.

Did you like the services of IIFL? Investor Satisfaction Towards The Services Of IIFL Option Yes No Not Related No. of Respondents 18 2 30 50 Percentage (%) 36% 4% 60% 100%

Table 5: S.No. 1 2 3

Total Source: Primary Data

Figure 5: Investor Satisfaction Towards The Services Of IIFL

Investor Satisfaction Towards The Services Of IIFL

Yes 36%

Not Related 60%

No 4%

Source: Primary Data Interpretation The above graph indicates that 36of the respondents voted in favor of the services provided by IIFL as good. Only 4% of the respondents were not satisfied for the demat services provided by the comapny.

Do you own a demat account with other broking firms apart IIFL? Table 6: S.No. 1 2 Total Source: Primary Data Holding Of Demat Account Other Than IIFL Option Yes No No. of Respondents 24 26 50 Percentage (%) 48% 52% 100%

Figure 6: Holding Of Demat Account Other Than IIFL Holding Of Demat Account Other Than IIFL

Yes 48%

No 52%

Source: Primary Data Interpretation The above graph illustrates that majority of the people (52%) are not holding a demat account with other borking firms. 48% of the respondents are holding a demat account other than IIFL.

6.

Do you wish to maintain an account with IIFL? Customers Perception Towards Maintaining An Account With IIFL Option Yes No Not Decided No. of Respondents 17 13 20 50 Percentage (%) 34% 26% 40% 100%

Table 7: S.No. 1 2 3

Total Source: Primary Data

Figure 7: Customers Perception Towards Maintaining An Account With IIFL Customers Perception Towards Maintaining An Account With IIFL 24 20 No. of Respondents 18 17 13 12

0 Yes Source: Primary Data Interpretation The above graph indicates that 34% of the respondents are willing to maintain an account with IIFL. Only 13 respondents were not showing keen interest in maintaining a demat account in IIFL, while 40% of the people responded that they have not yet decided. No Not Decided

7.

If no, which broking firm you are looking to maintain an account? Preferred Broking Firm By Customers Company Name Sharekhan Indiabulls Kotak Securities Motilal Oswal Securities Not Decided No. of Respondents 14 10 6 4 16 50 Percentage (%) 28% 20% 12% 8% 32% 100%

Table 8: S.No. 1 2 3 4 5

Total Source: Primary Data

Figure 8: Preferred Broking Firm By Customers

Preferred Broking FirmBy Custom ers 20 No. of Respondents 16 12 8 4 0 Sharekhan Indiabulls Kotak Securities Broking Firm M otilal Oswal Securities Not Decided 16 14 10 6 4

Source: Primary Data Interpretation The above graph indicates that 28% of the respondents are interested in managing their demat account from Sharekhan. 20%, representing 10 people, preferred Indiabulls as their choice of maintaing demat account, while 32% of the respondents have not yet decided.

8.

Why do you want to maintain a demat account with IIFL? Reasons For Maintaining A Demat Account With IIFL Attribute Less Brokerage High Speed Access User Friendly Website Others No Idea No. of Respondents 15 5 4 6 20 50 Percentage (%) 30% 10% 8% 12% 40% 100%

Table 9: S.No. 1 2 3 4 5

Total Source: Primary Data

Figure 9: Reasons For Maintaining A Demat Account With IIFL

Reasons For Maintaining A Dem Account W IIFL at ith

Less Brokerage 30%

No Idea 40% Others 12%

User Friendly W ebsite 8%

High Speed Access 10%

Source: Primary Data Interpretation The above graph illustrates 30% of the respondents said that less brokerage charges is the main attribute which enforces the customers to maintain an account with IIFL. 10% responded that they were driven by high speed access, 8% mentioned that they were

driven by user friendly site. 40% of the respondents said that they have not enough idea on the online trading services of IIFL.

9.

Can you recall any advertising of IIFL online trading?

Table 10: Customers Remembrance Of IIFL Online Trading Advertisement S.No. 1 2 3 Yes No Not Sure Option No. of Respondents 25 10 15 50 Percentage (%) 50% 20% 30% 100%

Total Source: Primary Data

Figure 10: Customers Remembrance Of IIFL Online Trading Advertisement

Customers Remembrance Of IIFL Online Trading Advertisement

Not Sure 30% Yes 50%

No 20%

Source: Primary Data Interpretation The above graph indicates that 25 people i.e. 50% of the total respondents said that they can recall the advertising of IIFL online trading services, while 10 people said that they could not recall the advertising. So, it can be concldued that the IIFL advertisement had been effective and stayed in the memory of most of the people.

10.

Would you like to recommend IIFL online trading services to others?

Table 11: Recommendation Of Online Trading Services To Others S.No. 1 2 3 Yes No Not Sure Option No. of Respondents 20 15 15 50 Percentage (%) 40% 30% 30% 100%

Total Source: Primary Data

Figure 11: Recommendation Of Online Trading Services To Others Recommendation Of Online Trading Services To Others Not Sure 30% Yes 40%

No 30% Source: Primary Data Interpretation The above graph indicates that 40% of customers showed keen interest in recommending the online trading services of IIFL, while 30%, representing 15 people, showed discomfort for sharing their views and thoughts on IIFLs services.

CHAPTER VI FINDINGS, SUGGESTIONS & CONCLUSION

FINDINGS The following details can be inferred after analysis with a simple size of 50 which included customers, by questionnaire method to find out the brand awareness towards online trading services with reference to IIFL Ltd.

The awareness level of IIFL online trading services in an around Hyderabad is quite good.

The promotional strategy of IIFL is effective in the form of electronic media and mass media.

Most of the respondents are aware of advertising campaign that are being conducted by IIFL.

Brand awareness has a real and visible impact in the buying behaviour of the people. Though the customers are having good awareness levels regarding the services of IIFL, they are not in a frame of mind to open a demat account because of various reasons.

IIFL is facing a tough competition from the competitors with the same kind of services already being provided by majors, such as Sharekhan and Indiabulls.

IIFL needs to implement the various medium to offer advertising of its services, thereby enabling it to promote its online trading platform.

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

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

CHAPTER VII BIBLIOGRAPHY

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

QUESTIONNAIRE

Customer Name: Age: Occupation: Income: 1) 1. a) Yes Have you heard about online trading services of IIFL b) No [ ]

2) From which mode of media you heard about the online trading services of IIFL? [ a) Television b) Hoardings c) Newspaper & Magazines ]

d) Other

3) How often you have heard about the services of IIFL?

a) Many Times

b) Often

c) Some Times

d) No Idea

4) Are you maintaining a demat account with IIFL? a) Yes b) No

5) Did you like the services of IIFL? a) Yes b) No c) Not Related

6) Do you own a demat account with other broking firms apart IIFL? a) Yes b) No

7) Do you wish to maintain an account with IIFL? a) Yes b) No c) Not Decided

8) If no, which broking firm you are looking to maintain an account? a) Sharekhan Securities b) Indiabulls e) Not Decided c) Kotak Securities

d) Motilal Oswal

9) Why do you want to maintain a demat account with IIFL? a) Less Brokerage d) Others b) High Speed Access e) No Idea

c) User Friendly Website

10) Can you recall any advertising of IIFL online trading? a) Yes b) No c) Not Sure

11) Would you like to recommend IIFL online trading services to others? a) Yes b) No c) Not Sure

[ ]