REPORT ON CUSTOMER SATISFACTION AT

ICICI Direct.Com
A Project Report Submitted in Prti!
Fu!"!!ment o# $rd o# M%A De&ree
Project 'uide()*
MR. AMIT SONI (UNIT MANA'ER+
ICICIDIRECT.COM*+
MR. 'IRIS, I-ER (SENIOR OFFICER*+
MR. .IMA/ .-AS (TEAM /EADER+
ICICIDIRECT.COM*
Submitted %01
-O'ES, %,ATT (23*
UMES, PA/ (45*
S. 6. PATE/ INSTITUTE OF MANA'EMENT 7
COMPUTER STUDIES
Gandhinagar.

0
JULY 2006
DECLARATION
We hereby, declare that the Summer Project Report titled Report on customer
satisfaction at ICICI Direct.com, Rajkot is original and has not been published
anywhere. This has been undertaken for the purpose of partial fulfillment of Gujarat
ni!ersity re"uirements for the award of the #egree of Master of Business
Administrations.
#ate$ %%%%%%%%%%%%%%%% %%% %%%%%%%%%%%%
Place$ Gandhinagar &ogesh 'hatt mesh Pal

1


Practice makes a man perfect. Training in a
one of the major player of online trading, has indeed
been very interesting and a good learning process for
me. This practical training makes it easy job to
understand the work methodology of the company
and candidate can get detailed knowledge about
specifc specialization area.
It is a famous saying in Japan that the person
who has read !!!"s of pages is not worth that the
person who has traveled for !!"s of meters. This
indicates the importance of e#posure to the practical
life. $nowing the importance of practical knowledge
this M.%.A program is having an integral part
training of two months as a practical fulfllment of the
course and that"s why we get the opportunity of

2
working with ICICI 8eb trde /td. %ne of the
members of ICICI 'roup.
&e have tried our level best to collect the
information. 'll the re(uired relevant information has
been obtained from the company. The report is made
on the basis of the discussion with e#ecutives of the
company and other source of information. This
e#ercise has helped us to sharpen many skills.
In the mean time of our summer project we have
learned many things. )ike how to behave as an
employee in the organization, how to deal with the
subordinates, how to get work done. In an
organization each small things is important. &e feel
nice that we got a chance to work with the
organization which is a market leader in its segment.

3
*repared by+,
-o&e)9
%9tt.
Ume)9 P!.

Acknowledgement is not a mere formality but a
genuine opportunity to thank all those people without
whose active support, this summer internship project
would not be possible.
-irstly &e are very grateful to Mr. S.C9innm
Redd0 (Director*+ Dr. S ' D)(M%A
Coordintor*+ Mr). Rnjni (P!cement

4
Coordintor* as well as all others members of the
institute, who gave us this e#cellent opportunity to
join ICICI 8ebtrde /td. as the organization for
our .ummer training.
&ords defeat us in e#pressing my deep sense of
gratitude for Mr. Nir: S99 (Unit Mn&er+
ICICIDirect.com*+ Mr. 'iri)9 I0er(Senior
O;icer*+ .im! .0)(Tem /eder+ ICICIDirect*
whose continual support and practical guidance
enabled us to overcome all the challenges posed
during this project. &e learned a lot from their wide
knowledge and e#perience.
.pecial thanks are to all the other sta/,
0olleagues, -riends for all the encouragement,
inspiration and motivation.
-inally, we also like to thank those who have
helped us directly or indirectly for their guidelines
and support.


5
In the summer project we have analyze many
thing. The organization in which we have work is the
market leader in its segment. 'nd it is engaged in the
online share trading business. 1uring the project we
have learn many things and many real aspect that
help while working in the organization.
I0I0I &eb trade is also known as I0I0Idirect.com
In the market. There are many other players in the
market like Indiabulls, .harekhan, 2paisa.com,
$otakstreet etc. %ro<er&e o# ICICIdirect.com i)
)!i&9t!0 9i&9er t9n t9e ot9er p!0er. .ervice
o/ered by the I0I0I web trade is good compare to
others. %ne of the services that we fnd attractive in
it is, On!ine IPO. 'lso there are lot more other
services like %nline invest in mutual fund, online
purchase insurance scheme, invest in 3ovt. bonds,
4obile alert etc.
There is bright scope for the industry in the
future. 5ut there are lot many hurdles in the path of
its success like internet penetration, infrastructure
problem, and low bandwidth and low speed. 1ue the
advantages that online share trading o/er there is

6
huge scope for this industry. 'nd Industry is likely to
increase in the future. A) nd $9en t9e
competition incre)e+ bro<er&e i) !i<e!0 to
decre)e.

7
SR.NO PARTICULARAS PAGE NO

1 HISTORY OF ONLINE TRADING 7

2 CONCEPT OF ONLINE TRADING 8

3 DEVELOPMENT OF ONLINE TRADING IN INDIA 9

4 HOW ONLINE SHARE TRADING WORKS AT ICICIDIRRECT.COM 10

5 FACTORS KEPT IN MIND WHILE SELECTING ONLINE ROKER 1!

! THINGS TO E LOOKED WHILE DOING ONLINE TRANSACTION 19

7 PROD"CT OFFERED Y ICICIDIRECT.COM 20

8 WHY ONLINE# 2!

9 PROLEMS WITH ONLINE TRADING 29

10 ONLINE SHARE TRADING IN INDIA 31

11 COMPARISION OF VARIO"S PLAYERS 32

12 $"ESTIONNAIRE 33

13 INFRENCES AND CHARTS 38

14 I%VARIATE ANALYSIS 49

15 F"T"RE OF ONLINE SHARE TRADING 51

1! S"GGESTIONS 52

17 LEARNING AND E&PERIENCE 53

18 ILIOGRAPHY 54

1. History of Online Trading
The history of the online trading began in =3>?+
$9en doctor in Mic9i&n p!ced t9e "r)t
on!ine trde u)in& E@ Trde tec9no!o&0. &hat

8
began with a single click over 66 years ago has now
taken the world in its storm. T9e concept $)
:i)u!iAed b0 one bi!! porter+ P90)ici)t nd
in:entor $it9 more t9n doAen) ptent to 9i)
credit+ &ho provide online (uotes and trading
services to giants like -idelity, 0harles .chwab and
7uick 8 9eilly. This led 5ill to wonder why, as an
individual investor, he had to pay a broker so much
money for stock transaction. &ith incredible
foresight, he saw the solution at hand, and someday
every one would have their own computer. Then
invest in stock will be easy and convenient through it.
'nd today we can see, like a dream come true.
%nline trading has become a smart way to invest in
stocks. Today there are as many as 42 companies
who provide internet base trading facility. The major
players are I0I0Idirect.0om, .harekhan.com,
Indiabulls, $otakstreet, 2*aisa.com etc. Just imagine,
where you log on to your account and get live (uotes
of all script, get advise online and also research
report on your investment choice and then if you are
interested then, 5y just a click you can place your
buy order instantly. 'nd amount will automatically
debit from your bank account. :ou don"t need to go to
a broker"s place or even don"t need to give che(ue for
payment. :ou can have complete information of your
1e,mat 8 5ank account with a just a click. It seems a
like really a dream. ;ow it is possible, thanks to
technology which has turn dream in to reality today.

9
. Concept of Online Trading
In the past one has no other option but to contact
their broker to do transaction or even to know price
of a particular script. %ne has never thought in
dream that by .itting at home or o/ice or even from
your car, as long as you have internet access one can
do transaction in the market. ;ow there is no more
need to go physically to a broker"s o/ice. The internet
brings data to the investor and online trading enables
to trade on a click. There are three basic things
re(uirement for online trading. =. On!ine trdin&
Account B. %n< Account ?. De@Mt Account. To
do online transaction is fairly simple. %nce one has
opened account from online broker like
I0I0Idirect.com one can do transaction in the stock
market.
%ne can open multiple account with him or her
as the frst name in the 1e,mat account. :ou can open
multiple type of account like Individual, Joint, .ole
proprietorship etc. In case if joint account one has to
provide certain information like )egal name
,9esidence *roof, 0itizenship, 'ddress, 1ate of 5irth
etc about joint holder.
'fter opening online 1e,mat account one can
access his<her de,mat account anywhere from the
world as long as one can have internet facility. 'fter
opening of account, %nline broker will provide

10
U)ernme nd p))$ord using which one has to
login to the website for doing transaction. =nless and
until one does not have username and password one
can not login to the website. If one buys share from
the market then there is no need to give che(ue,
'mount is automatically debited from the bank
account of that person. )ike wise if any person sells
shares, then amount is automatically credited to bank
account of that person.
!. De"elopment of Online Trading in India
The security 8 >#change 5oard of India ?.>5I@
approved the report on internet trading brought out
by .>5I 0ommittee on internet based trading and
service in Cnur0 B222. Internet trading can take
place through order routing system, which will route
client order to e#change trading system fro
e#ecution. Thus client sitting in any part of the
country would be able to trade using the internet as a
medium through broker"s internet trading system.
It was stared way back in -ebruary 6!!! with the
kochi based 'eo&it )ecuritie) conducting the frst
net base transaction , when !! shares of 9eliance
was traded by the .>5I chairman 1 9 4ehta for
3eojit chairman ' * $urin.
%nline trading is slowly attracting investor fancy
in India. 'dvertisements in the print and electronic

11
media have raised curiosity of investor. 0ompared to
western countries online trading is still infancy in
India. In total trading per day, there is very small
contribution by the online industry.
;ow there are about 2! players in this
online share trading market. )ike I0I0I direct.com,
Indiabulls, .harekhan, 2paisa.com, $otakstreet etc.
The launch of I0I0I direct.com was in January 6!!!
and it stated its operation from 'pril 6!!!. 'nd then
gradually it started to add more and more new
services.

12
#. Ho$ Online %&are Trading 'orks (t ICICI
Direct.Com

8eb
Ser:er o#
ICICI
Direct.co
m
8eb
Ser:er o#
Stoc<
EDc9n&e
5ank
Information
5uyA.ell
informati
on
%rder
informati
on
In:e)t
or
%rder
0onfrmatio
n
%rder
0onfrmat
ion
)ogin
%ther 1ay to
day
information
13
ICICI
%n<
-or doing online transaction one must have an
%nline 'ccount, using that one can do
transaction online. &ithout which one can not do
transaction.
&hen one login to the system to do transaction,
frst and for most thing re(uire is U)ernme 7
P))$ord. 89en "r)t &o #or !o&in+ It "r)t
connect) $it9 t9e $eb )er:er o#
ICICIdirect.com.
Then =sername and password will be verifed by
the web server. If U)ernme nd p))$ord
provide by person both are correct, then and
then only one can do transaction.
If one is fail to provide U)ernme nd
p))$ord within t9ree (?* tri!)+ &eb server
automatically locks one"s account for security
purpose. In that condition one has put new
re(uest through the help of customer care
e#ecutive.
'fter login to the system one can do the
transaction one wants to do. )ike 5uy, .ell, 3et
(uote of particular script etc.
There are lot many other facility also that one
can use like Invest in 4utual -und, Invest In I*%
, 5uy Insurance .cheme, 1erivatives, invest in

14
0ommodities, 4obile alerts, Investment in 3ovt.
.chemes like $isan Bikas *atra, *ostal .chemes,
CD 3ovt. 5onds, etc.
&hen one puts any order for buy or sells then the
web server of online broker sends all necessary
information to the web server of particular
e#change like ;.> or 5.> web server.
)arket *uy
If one wants to buy any script in two following
ways.
Direct!0 bu0 t current pre:i!in& price o#
)9re).
%u0 )9re) b0 puttin& )peci"c !imit o#
)9re).

T9e be!o$ i) t9e procedure #or bu0 t current
mr<et pre:i!in& price o# )9re).
&hen one wants to buy any script from the
market then one has to provide Euntit0 (No. o#
S9re)*+ Nme o# )cript nd Nme o#
EDc9n&e !i<e %SE or NSE. &ith these
information %!nce in bn< account of user is
also checked by the web server
If one does not have su/icient bank balance in
one"s account then one can not buy. 'nd one can
not do further transaction.

15
If one have su/icient bank balance, Then these
information are passed to the interconnected
web server of *articular e#change like %SE or
NSE e#change.
'gain, all these information are verify by the web
server of .tock >#change. 'nd if all information
are correct then order is placed.

16
'fter e#ecution of the order, web server of
particular e#change sends the Con"rmtion
of order e#ecuted, to the web server of %nline
broker let say ICICIdirect.com.
The Con"rmtion is passed to the particular
user who has placed the order for buying.
%ne can have comp!ete in#ormtion bout
order like buying price, 5rokerage, .ervice ta#
?.T@, .ecurity transaction ta# ?.TT@, other
charges, time of buy etc.

17
%ettlement
.ettlement is one of the crucial procedures done
by the online broker. It is nothing but maintaining
account of investor. 't the end of each day after
closing of market this process happens. 't the end of
the day sum is calculated of shares buy and shares
sold of di/erent companies in ;.> or 5.> e#change
by an investor through the broker. 5roker calculates
this sum for all customers who have done transaction
on that particular day. In the settlement only
calculation is made of shares that one has buy or sell
on the deliver basis ?0ash@. 1ay trading transactions
are not taken in to account in the settlement.
5roker just sends all the information of all
transaction one has made to the stock e#change. If
one has buy share from 5.> then broker will send the
all detail of buy of that customer to 5.>. 't then after
particular stock e#change update one"s information.
Example:
Trn)ction) on t9e d0 2=F25FB22G t
ICICIdirect.com
Script
Nme
No. O#
S9re)
%u0 F
Se!!
EDc9n&
e
9eliance
Ind.
2!! .ell ;.>
IT0 EE! .ell 5.>

18
I-0I !!! 5uy ;.>
3ravity
India
62!! .ell 5.>
;T*0 2!! 5uy ;.>
%;30 ! 5uy ;.>
9eliance
Ind.
!!! 5uy ;.>
IT0 E! 5uy 5.>
3ravity
India
2!! 5uy 5.>
9eliance
Ind.
!!! .ell 5.>

19

I# t9ere i) trn)ction #or t9e )me )cript #or
bu0 nd )e!! bot9 in t9e )me eDc9n&e t9en t9e
di;erence o# no. o# )9re) re ju)t p)) b0 eit9er
bro<er or )toc< eDc9n&e. )ike in our e#ample
di/erent scripts are,
Script
Nme
%u0 Se!!
EDc9n&
e
9eliance
Ind.
2!! .ell ;.>
9eliance
Ind.
!!! 5uy ;.>
3ravity
India
2!! 5uy 5.>
3ravity
India
62!! .ell 5.>
IT0 EE! .ell 5.>
IT0 E! 5uy 5.>
.o for the 9eliance Ind. and other scripts for
those there is no need to pass the information about
both the detail about buy of !!! shares and sell of
2!! shares. 5y the settlement the broker only sends,
information about the remaining di/erence only.
In our eDmp!e t9e bro<er on!0 )end) t9e
#o!!o$in& deti!) to re)pecti:e )toc< eDc9n&e.
Script Di;erence Se!! EDc9n&

20
Nme e
9eliance
Ind.
2!! 5uy
;.>
3ravity
India
6!!! .ell
5.>
IT0 6!! .ell 5.>
I-0I !!! 5uy ;.>
;T*0 2!! 5uy ;.>
%;30 ! 5uy ;.>
9eliance
Ind.
!!! .ell 5.>

21
+. ,actors -ept In )ind '&ile %electing
Online *roker
Brokerage :
It is important that one keep in mind that one of
the main factors to look while selecting an online
broker is bro<er&e. 4ake sure that brokerage what
they are o/ering and what they actual charge is
same. .ome times there are various scheme and
brokerage are also di/er from scheme to scheme. .o
before selecting player ask for your suitable scheme.
5rokerage in the market are varies according to your
turno:er changes. T9e more 0our turno:er t9e
!e)) bro<er&e $i!! be. 3enerally brokerage in the
market for delivery base ?0ash@ is between 2.42H
nd 2.54 H. And #or d0 trdin& i) bet$een
2.2GH nd 2.=GH. And #or %TST t9t i) pro:ided
b0 t9e ICICIdirect.com i) 2.?54H o# mount.
AMC (Annual Maintenance Charge) :
&hile selecting online broker 'nnual
4aintenance 0harge is also one of the crucial thing
to look for. 3enerally it is between B42 nd I22 R).
per annum.
e!re"h ate :

22
9efresh is rate at which information of your
website get updated automatically. &hile doing online
trading refresh rate of your web site is very
important. .ome times one has to Re#re)9
manually many times to see prices of particular
script. .ome times it takes too much time to update
any information.
#ealing $%change & '($ ) B($ :
.ome online players only provide facility to do
transaction only in %SE or NSE. 'nd there are many
players that provide facility to do transaction in both
the e#changes %SE nd NSE. .o make sure that
e#change in which you want to do transaction, that
facility is provide by your broker.
U"er *riendl+ #e"ign :
%ne should make sure that website of online
player which you have selected is user friendly. .ome
times it happens that, to do any simple transaction
one has to follow long procedure. 'nd the design of
the website should be such that, people who don"t
know much about computer can also handle it easily.
Though after opening account, company invites
customer to see demo of their website.
Ca,acit+ :
&ebsite of online broker should be such that , in
case many user login at the same time then web
server of website should be capable of handling large

23
number of users. 'nd it should have minimum chance
of crashing the system. It also must have large
capacity for data storage.

(ecurit+ or elia-ilit+ :
The website of online broker should be secure
enough that none can access information of another
user. It must have proper nti:iru) )o#t$re nd
!)o "re$!! )o#t$re installed so that none can
access other"s information. 'nd also website must
have other security also.
e"earch e,ort *acilit+ :
&ebsite of online broker should have facility of
large information about companies. If one wants to
see information regarding company then one should
be able to get it from the website. It should have
large database that contain full information about
companies. %ne should also have facility of making
charts of company"s information like proft, .hare
*rice, .ales, 0ost, and >#penditure etc.
.ther *acilitie" :
&ebsite of online broker should have some e#tra
facilities other than buying and selling in e(uity
market. %ne should look what e#tra facilities website
o/er. )ike ICICIdirect.com o/ers
0all 8 Trade -acility

24
0ash on spot
4obile 'lerts
*ortfolio 4anagement
%nline transfer of .hares
%nline I*%
Trading in 5.> and ;.>
5uy Today .ell Tomorrow ?5T.T@
%nline invest in 3ovt. security and 5onds
%nline purchase of insurance scheme
%nline invest in 4utual funds
.. T&ings To *e /ooked '&ile Doing Online
Transaction
9emember your u)ernme nd p))$ord.
Ne:er &i:e) 0our p))$ord to n0 one. 'nd
never write password or username at any place.
;ever keep name or surname or some thing that
can be easily cracked by other as your
password.
If it is possible :oid doin& trn)ction #rom
C0ber c#J.
4ake sure, computer from which you have login
has enough precution or )ecurit0
parameters.

25
&hen one puts any order then before proceeding
further, make sure that information which you
have entered is correct. 'nd con"rm t9e
deti!) be#ore p!cin& n0 order.
0lear the temporr0 memor0 of the computer
after completing your all transaction.
If you are not well versed with the system then
avoid doing transaction from the website. :ou
can use C!! 7 Trde facility to do transaction
;ever ever give your password, even when you
call to customer care help line.
0hange your password at regular interval.
'fter completing your all transaction make sure
that, you have logged of properly from the
website.
0. 1roduct Offered *y ICICI Direct.com

26
ICICI DIRECT.COM
Equity Mutual Fund Derivatives IPOs Bonds
Cash Margin
Margin
PLUS
BTST Future Purchase
Redemption
SIP & SWP
Switch In \
Out
Transfer In Option Spot Cash
' product for every need+ I0I0Idirect.com is the most
comprehensive website, which allows you to invest in
.hares, 4utual funds, 1erivatives ?-utures and
%ptions@ and other fnancial products. .imply put we
o/er you a product for every investment need of
yours
Trading in shares
I0I0Idirect.com o/ers you various options while
trading in shares.
=* C)9 Trdin& 1@ This is a delivery based trading
system, which is generally done with the intention of
taking delivery of shares or monies.
B* Mr&in Trdin& 1@ :ou can also do an intra,
settlement trading upto E to F times your available
funds, wherein you take long buy< short sell positions
in stocks with the intention of s(uaring o/ the
position within the same day settlement cycle.
?* Mr&inP/US Trdin& 1@ Through 4argin*)=.
you can do an intra,settlement trading upto 6! times
your available funds, wherein you take long buy<
short sell positions in stocks with the intention of
s(uaring o/ the position within the same day
settlement cycle. 4argin*)=. will give a much
higher leverage in your account against your limits.
G* Spot Trdin& 1@ This facility can be used only for
selling your demat stocks which are already e#isting

27
in your demat account. &hen you are looking at an
immediate li(uidity option, G0ash on .potG may work
the best for you, %n selling shares through Hcash on
spotH, money is credited to your bank a<c the same
evening 8 not on the e#change payout date. This
money can then be withdrawn from any of the
I0I0I5ank 'T4s.
4* %TST 1@ 5uy Today .ell Tomorrow ?5T.T@ is a
facility that allows you to sell shares even on
st
and
6
nd
day after the buy order date, without you having
to wait for the receipt of shares into your demat
account.
TRADE IN DERIVATIVES
FUTURES 1@
Through I0I0Idirect.com, you can now trade in inde#
and stock futures on the ;.>. In futures trading, you
take buy<sell positions in inde# or stock?s@ contracts
having a longer contract period of up to E months.
Trading in -=T=9>. is simpleI If, during the course
of the contract life, the price moves in your favour
?i.e. rises in case you have a buy position or falls in
case you have a sell position@, you make a proft.
*resently only selected stocks, which meet the
criteria on li(uidity and volume, have been enabled
for futures trading.
0alculate Inde# and $now your 4argin are tools to
help you in calculating your margin re(uirements and
also the inde# 8 stock price movements. The

28
I0I0I1I9>0T =;IB>9.IT: on the J%4> page is a
comprehensive guide on futures and options trading.
OPTIONS 1@
'n option is a contract, which gives the buyer the
right to buy or sell shares at a specifc price, on or
before a specifc date. -or this, the buyer has to pay
to the seller some money, which is called premium.
There is no obligation on the buyer to complete the
transaction if the price is not favorable to him.
To take the buy<sell position on inde#<stock options,
you have to place certain D of order value as margin.
&ith options trading, you can leverage on your
trading limit by taking buy<sell positions much more
than what you could have taken in cash segment.
The 5uyer of a 0all %ption has the 9ight but not the
%bligation to *urchase the =nderlying 'sset at the
specifed strike price by paying a premium whereas
the .eller of the 0all has the obligation of selling the
=nderlying 'sset at the specifed .trike price.
The 5uyer of a *ut %ption has the 9ight but not the
%bligation to .ell the =nderlying 'sset at the
specifed strike price by paying a premium whereas
the .eller of the *ut has the obligation of 5uying the
=nderlying 'sset at the specifed .trike price.
5y paying lesser amount of premium, you can create
positions under %*TI%;. and take advantage of
more trading opportunities.
Investing in Mutual funds

29
I0I0Idirect.com brings you the same convenience
while investing in 4utual funds also , Jassle free and
*aperless Investing.
&ith the inclusion of .tandard 0hartered 4-, you can
now invest on,line in 6! mutual -unds through
I0I0Idirect.com. *rudential I0I0I 4-, J4 4-,
'lliance 4-, -ranklin Templeton 4-, .undaram 4-,
5irla .un )ife 4-, J1-0 4-, *rincipal 4-, I) 8 -.
4- etc, are the 4utual -unds available for
investment. :ou can invest in mutual funds without
the hassles of flling application forms or any other
paperwork. :ou need no signatures or proof of
identity for investing.
%nce you place a re(uest for investing in a particular
fund, there are no manual processes involved. :our
bank funds are automatically debited or credited
while simultaneously crediting or debiting your unit
holdings.
:ou also get control over your investments with
online order confrmations and order status tracking.
3et to know the performance of your investments
through online updation of 4- portfolio with current
;'B.
/C/C/direct.co0 o1er" +ou 2ariou" o,tion" in
Mutual *und" 1@
=* Purc9)e 1@ :ou may invest<purchase *rudential
I0I0I 4-, J4 4-, 'lliance 4-, -ranklin Templeton
4-, .undaram 4-, 5irla .un )ife 4-, J1-0 4-,

30
*rincipal 4-, I) 8 -. 4-, .tandard 0hartered 4-
etc. without the hassles of flling application forms.
9edemption +,In addition to giving hassle,free
paperless redemption, I0I0Idirect.com o/ers faster
li(uidity. :ou can redeem the mutual fund units
through I0I0Idirect.com. The money will be credited
to your bank account automatically E days after the
order placement date.
B* S$itc9 1@ To suit your changing needs you may
wish to shift monies between di/erent schemes. :ou
can switch your monies online from one scheme to
another in the same fund family without any hassles.
?* S0)temtic In:e)tment p!n) (SIP* 1@ .I*
allows you to invest a certain sum of money over a
period of time periodically. Just fll in the investment
amount, the period of investment and the fre(uency
of investing and submit. I0I0Idirect.com will do the
rest for you automatically investing periodically for
you.
G* S0)temtic $it9dr$! p!n 1@ This allows you to
withdraw a certain sum of money over a period of
time periodically.
4* Trn)#er@in 1@ :ou can convert your e#isting
4utual funds into electronic mode through a transfer,
in re(uest.
IPOs and Bonds Online

31
:ou could also invest in Initial *ublic %/ers ?I*%s@
and 5onds online without going through the hassles
of flling ';: application form< paperwork.
3et in,depth analyses of new I*%s issues ?Initial
*ublic %/erings@ which are about to hit the market
and analysis on these. I*% calendar, recent I*%
listings, prospectus<o/er documents, and I*%
analysis are few of the features, which help you, keep
on top of the I*% markets.


32
2. '&y Online3
educing 3ran"action Co"t :
5y the use of online trading there is no more
need to go physically to the broker"s o/ice. 5y the
sitting in o/ice or home one can do transaction. .o
now it will save transaction cost that you made by
going to broker"s o/ice. )ike petrol e#pense if you go
by vehicle or any other e#pense.
3i0e (a2ing :
's now there is no need to go physically to
broker"s o/ice for doing transaction. There is also no
more need to go for giving and taking che(ue of
payment. It will save your time that you waste in
going and coming from broker"s o/ice.
4a,erle"" 5 6a""le *ree 7ork :
;ow there is no more need of flling those
cumbersome forms for transfer of shares, 'pplication
for I*% and delivery slip and others. ;ow there is no
need even for writing che(ue to broker for the
payment.
Acce"" *ro0 An+8here :

33
;ow you can access your 1e,mat account from
any part of the world as long as you can access
internet. >ven while enjoying holidays in .witzerland,
you can do transaction from your 1e,mat account.

34
.1 Market *acilit+ :
;ow there is no more tension of doing
transaction like applying for I*% or putting any limit
in o/ market hours. >arly if you want to put limit for
tomorrow, you have to do that before closing of
broker"s o/ice. 9egardless of how busy you are. 5ut
now you can do all these even at 6 clocks in the
night. :ou can use o/ market facility at any point of
time after closing the market and before opening of
the market.
e"earch And e,ort *acilit+ :
If you want to see information of any company
then there is easy access to information directly from
the website. %ne can have A to K information about
the company. %ne can also make out analysis from
the available information for the use of investment
purpose. There is information about 4222 companies
on ICICIdirect.com website.
4ort!olio Manage0ent :
%ne can create portfolio of their own. 5y the use
of portfolio one can know how 1ay to 1ay script price
of your portfolio. %ne can know how much proft or
loss one has made. >very time it shows you current
price, 1ay"s high, 1ay"s low, *ercentage 0hange in
price, 26 weeks high, 26 weeks low etc. In one
portfolio one can keep B2 scripts in one portfolio.
There is facility of creating such 4 portfolios.

35

36
Co0,lete 3ran",arenc+ :
There is complete transparency in the online
trading. &hen you place order to the broker you
don"t know the price at which broker has place order.
.ome times they play game with us. )ike they use our
1e,mat account for settlement of their shares. Incase
of online trading you can know e#act price at which
you buy or sell. ;ow can see e#act price at which you
have placed order.
'o 'eed 3o Maintaining ecord" :
There is no need to keep records of the things
which you have buy or sell. In online trading there is
facility of Trde %oo< that stores all your selling
transaction. It stores information of !imit that you
have put. There is also facility of Order %oo< that
keeps all information of all the order you have placed
whether the order is for buy or sell. :ou can have all
the information of your transaction you made since
you have opened 1e,mat account.

37
4. 1ro5lems $it& t&e Online Trading
/nternet Literac+ :
*eople in India do no have much knowledge
about computer and internet. 0ompare to west
countries internet usage in India is very less.
3enerally people are using internet facility from
o/ice. Bery less people are using internet from their
home. .o there is lot need to improve in this area.
Lo8 Band8idth and Lo8 (,eed :
In online trading one needs fast speed for
e#ecuting order one needs second by second rate of
script. -or that one needs fast e#ecution of order and
high speed. Internet facilities in India are not much
satisfactory in terms of speed and bandwidth. ;ow
after starting of 5roadband facility and leased line
facility, there is some relief to the problem. 5ut there
is still problem in connecting to internet.
Lack o! ,er"onal touch :
&hen one do online transaction there is lack of
personal touch. In case of dealing with the broker,
broker usually knows your portfolio personally. &ith
the direct touch to broker, one can get better advise
which really benefcial to the customer.

38

39
elati2el+ 6igh Co"t :
&hen one deals with the online transaction the
cost one has to pay is higher compare to one that
deals with the simple normal broker. %nline broker
are charging high brokerage compare to simple
broker. .imple broker charges 2.B2H to 2.42H for
delivery base ?0ash@ and 2.2BH to 2.=BH for day
trading. 'nnual maintenance charge is also less
compare to online broker. 5rokerage is high
especially for delivery base ?0ash@.
/n!ra"tructure 4ro-le0 :
In country like India there is a huge problem of
infrastructure. %ne must have computer for doing
online transaction and country like India there are
only some person using computer for transaction.
Though now days this number is increasing, but still
there is lot moirK need to improvement in the
infrastructure. There is still problem of accessing
internet from remote areas.
4a+0ent 4ro-le0 :
If one wants to do online transaction one must
have any bank account in some specifed banks only
)ike I0I0I, J1-0 etc. &ithout which one can not do

40
online transaction. %nce this problem will solve it will
easy for one to do online transaction.

41
16. Online %&are Trading in India
There are about 2! companies in the online share
trading market.
4ajor players in the online share trading in India
are, I0I0I direct.com, Indiabulls, .harekhan,
$otak.treet, 2paisa.com etc
I0I0I direct.com is mr<et !eder in the market
and it has about G5 H of total market share. It has
about I.4 !c) customers.
Compre to $e)t countrie) t9e d0 trdin&
(Intr d0* mount i) !)o :er0 )m!!. In west
countries people do speculation so much. .o the
contribution of the day trading is huge there.
0ompare west countries number o# peop!e $9o
re u)in& internet re :er0 )m!!. Mo)t peop!e
re cce))in& internet #rom t9eir $or<in&
p!ce. There very small number of people who are
accessing internet from their homes. %nce the
accessing place will change to home from working
place, then the number of people who will use
online share trading will increase drastically.
Mo)t!0 0oun& peop!e 7 NRI) u)in& internet
#or on!ine )9re t9eir trn)ction. ;umber of

42
people who are using internet above F! for online
share trading very small.
%ut of total volume of share trading per day, there
is only I@>H contribution by the online share
trading.
11. Comparison of "arious players

43
1. 7uestionnaire 8
PURPOSE1 To measure the satisfaction level of the
e#isting customer of I0I0Idirect.com
PERSONA/ DETAI/S
;'4> +
'3> +
.>L +
7=')I-I0'TI%; +
%00=*'TI%; +

44
=.Income !e:e!
5elow ,!!,!!!
,!!,!!! to 6,!!,!!!
6,!!,!!! to 2,!!,!!!
2,!!,!!! and above
B.Since 9o$ !on& 0ou re u)in& our )er:iceL
)ess than 6 months
6,M months
M,6 months
N year
?.,o$ #reMuent!0 0ou cce)) our $eb)ite 7 ot9er
on!ine )er:ice) pro:ided b0 ICICIdirect.com
1aily
E,F days
weekly
monthly

45
G.From $9ere do 0ou mo)t!0 !o& on to our $eb
)ite
Jome
%/ice
0yber cafK
4.,o$ did 0ou in:e)t be#ore in:e)tin& t9rou&9
ICICIdirect.com
Investing no where ? beginner @
Investing through traditional broker
Investing through online services provided by
other players.
I.,o$ mn0 demt Fc do 0ou 9:e ot9er t9n
ICICIdirect.com demt Fc.
Oero
%ne
Two
4ore than two
5.89t do 0ou !i<e t9e mo)t in:e)tin& t9rou&9
ICICIdirect.com
.afety
0onvenience
Independence

46
Trust
.peed
>.89ere do 0ou in:e)t t9e mo)tL
1elivery trading
1ay trading
4-s
I*%s
5onds
1erivatives
3.Rte our cu)tomer cre deprtment in term)
o# )er:ice) pro:ided b0 t9em
>#cellent poor
6 E F 2
=2. Rte re)erc9 )ection o# our $eb )ite in
term) o# )ti)#ction 7 re!ibi!it0
>#cellent poor
6 E F 2
==. ,o$ do 0ou rte our eDi)tin& on!ine )9re
trdin& )er:ice)
>#cellent poor
6 E F 2
=B. 89t t0pe o# in:e)tor re 0ouL

47
)ong term
.hort term
=?. 89t i) 0our ri)< ppetiteL
Jigh risk
)ow risk
4edium risk
=G. Since 9o$ !on& 0ou 9:e been into )9re
trdin&L
!,M months
M,6 months
,6 years
N6 years
=4. From $9ic9 o# t9e)e in:e)tment option) 0ou
con)ider to in:e)t nd ern
t9e MDimum pro"tL
1elivery trading
1ay trading
4-s
I*%s
5onds
1erivatives

48
1!. I9,:R:9C:% ; CH(RT%
'bout M!D customers are below income level of 9s.
lac

Income
)evel
D customers
5elow lac M!
,6 lac EE.EE
6,2 lac M.MM
N 2 lac !
Income Levels
!0
33.33
!.!! 0
'()* 1(+,
1%2 (+,
2%5 (+,
- 5 (+,
49
'bout MMD customers are using our services since
last M months
-re(uent
access
D
custome
r
1aily MM.MM
E , F days 6!
&eekly E
4onthly !

=se
duration
D
customers
P6
4onths EE.EE
6 , M 4 EE.EE
M , 6 4 6!
N year E.EE
50
'bout MMD customers are accessing our website
daily
)og on
place
D
customers
Jome M.MM
%/ice QE.EE
0yber
cafK 6!
'bout QED customers are log in to out website
from o/ice
Investment way
before
icicidirect.com
D
custom
ers
beginner QE.EE
Traditional 5roker 6!
%nline services by
other 5roker M.MM

51
'bout QED customers are beginners
1emat a<c
other than
I0I0I
D
0ustom
ers
! FM.MM
F!
6 !
N6 E.EE
'bout FMD icicidirect.com customers are having
demat a<c with only icicidirect.com
4ost
liking
D
customers

52
safety E.EE
convenien
ce 2E.EE
Independe
nce EE.EE
trust !
speed !
'bout 2ED customers are taking icicidirect.com
services because of convenienc

53
4ost
investment
option
D
custome
rs
delivery Tr. 2E.EE
day Tr.
4-s 6!
I*%s M.MM
5onds M.MM
1erivatives !
'bout 2ED customers are investing through
delivery trading.

54
9ate customer
care department
D
custome
rs
?e#cellent@ 6M.MM
6 F!
E E.EE
F 6!
2?poor@ !
'bout MMD customers are satisfed with our
customer care department.

55
9ate
research
section
D
custome
rs
?e#cellen
t@ EE.EE
6 FM.MM
E E.EE
F M.MM
2?poor@ !
'bout C!D customers are satisfed with out
research section

56
9ate online share
trading .everice
D
customer
s
?e#cellent@ FM.MM
6 FM.MM
E !
F M.MM
2?poor@ !
'bout R6D customers are satisfed with our overall
online share trading service

57
'bout MMD customers are investing for long term
9isk
appetite
D
customer
s
Jigh risk E.EE
)ow risk 6!
4edium
risk MM.MM

Type of
investor
D
custom
ers
long term MM.MM
.hort term EE.EE
58
'bout MMD customers are willingly to take medium
risk
Jow old in
share trading
D
custome
rs
! ,M m EE.EE
M , 6 m F!
, 6 :ears E.EE
N 6 :ears M.MM
'bout QED of the icicidirect.com customers are
new in share trading business

59
4ore proftable
option
D
customers
1elivery Tr. MM.MM
1ay Tr. M.MM
4-s !
I*%s M.MM
5onds M.MM
1erivatives !

60
'bout MMD of icicidirect.com customers are
believing delivery trading as more proftable
option.
1#. *I<=(RI(T: (9(/>%I%
9isk
'ppetite<Inco
me level
P
lac
, 6
lac
6 , 2
lac
N 2
lac
Jigh
E.EE
D !D !D !D
4edium F!D
6M.MM
D !D !D
)ow
M.MM
D
M.MM
D
EE.EE
D 2
/o$ income (N B !c* in:e)tor) re t<in&
medium ri)<.
Investment<us
e duration
P 6
m
6 , M
m
M , 6
m
N
year
1elivery Tr.
M.MM
D 6!D
E.EE
D
E.EE
D
1ay Tr.
M.MM
D !D !D !D

61
4-s
M.MM
D
M.MM
D M.MM2 !D
I*%s
M.MM
D !D !D !D
5onds !D
M.MM
D !D !D
1erivatives !D !D !D !D
89en in:e)tor) re ne$ to t9e )9re mr<et+
&ener!!0 t9e0 !i<e to in:e)t in IPO)+ MF).
89en t9e0 &et dpted to )9re mr<et+ t9e0
incre)e t9eir in:e)tment) in de!i:er0 trdin&.
So+ ccordin& to product o# icicidirect.com $e
need to tr&et be&inner) #or 8i)e in:e)tment
Fc $9ic9 pro:ide #ci!it0 #or trdin& in IPO)+
MF)+ %ond).
In:e)tor) $9o re !red0 in t9e )9re mr<et
t9e0 )9ou!d be tr&eted #or I@direct Fc $9ic9
pro:ide de!i:er0 trdin&+ d0 trdin& nd
)er:ice) o# $i)e in:e)tment Fc.
%nline services
?satisfaction@<liking
.afe
ty
0onvenie
nce
Independ
ent
Tru
st
.pe
ed
?e#cellent@
E.E
E2 6!D E.EED !D !D
6 !D 6M.MMD E.EED !D !D
E !D !D !D !D !D
F !D M.MMD !D !D !D
2 ?poor@ !D !D !D !D !D

62
More cu)tomer) re )ti)"ed $it9 t9e )er:ice)
pro:ided b0 icicidirect.com becu)e o#
con:enience+ nd independence. So+
mr<etin& )trte&0 )9ou!d tr&et t9e
cu)tomer) $9o re bu)0+ nd need
con:enience $9i!e tr:e!in& #reMuent!0 durin&
di!0 $or<in& 9our).
9esearch section <
Investment
)ong
term
.hort
term
?e#cellent 6M.MMD M.MMD
6 6M.MMD 6!D
E M.MM2 M.MMD
F M.MM2 !D
2 ?poor@ !D !D
/on& term in:e)tor) re )ti)"ed $it9
re)erc9 )ection pro:ided on t9e $eb)ite
icicidirect.com. )o $e cn ttrct !on& term
in:e)tor) b0 con:incin& t9em t9rou&9 our
Mu!it0 re)erc9 $or<
1+. ,uture Of Online %&are Trading
-uture of the online share trading in India is really
booming. There are lots many players in India in this

63
market and still many are preparing to come.
0ompetition in the market is increasing day by day.
A) peop!e re more nd more in#ormtion
)ee<er+ more nd more peop!e re joinin& in t9i)
re:o!ution. *eople want a huge database that
provides information about the companies and other
things like Indian capital market and foreign capital
market. *eople are making decision on the basis of
the information that they analyze. The current trend
in the market is like doing things online. -irst it was
mail, then payment and now it is online share trading.
Current!0 t9ere re prob!em) o# internet
penetrtion nd in#r)tructure prob!em etc.+ )o
t9e de:e!opment i) not up to it) mr< o# t9i)
indu)tr0. 5ut things are now changing rapidly. There
are new technologies coming in the market that will
solve the problem.
Due to t9e competition nd ot9er #ctor)+
%ro<er&e i) !i<e!0 to decre)e in t9e #uture.
-acilities are also likely to increase that are provided
by the online share brokers. T9e $9o!e on!ine
)9re trdin& indu)tr0 )cenrio i) c9n&in& t
rpid )peed. 'nd new changes are likely to come as
and when there is technical up gradation, because
technology plays so much important role here.

64
1.. %uggestions
0ompare to other online broking frm I0I0I
direct.com 9) 9i&9 bro<er&e e)peci!!0 #or
de!i:er0 b)e (C)9* trn)ction. -or increase
in its sales, it needs to decrease brokerage for
delivery base ?0ash@ transaction.
%ne of the reasons why so many customers not
want to join with I0I0I direct.com is that one 9)
to mintin R). 4222 in t9eir ):in& ccount
Murter!0, In case customer do not have any
account in I0I0I bank.
It needs to improve customer service like c!! 7
Trde. 5ecause when one call for Scall 8 TradeT,
one has to wait a long time in (ueue and also have
to face other problem also.
's company is paying so much telephone bill, why
doesn"t it select any schemeU , so that bill will
reduce.
%/ice do not have enough infrastructure like
sitting arrangements, computers. .ome times
some employee has to wait outside o/ice.
's a company is engage to online share trading, It
does not have any other source of market
information.

65
.ometimes customer is not treated well.
.ometimes customer gets irritated by the
behavior of employee. .ome times employee
behave very rudely with customer so, it creates
bad impression of organization.
.ome times website work very slowly. .o one can
not do the transaction one wants to do.
10. /earning ; :?perience
's the one of the most crucial part of the
summer project was the $onder#u! as well as tu;
e#perience that we have felt. -irst the most
wonderful thing, what we found was that
8or<in& in t9e or&niAtion $) tot!!0
di;erent #rom !ernin& mn&ement in t9e
co!!e&e. It was the totally new thing for us as we
don"t have faced this kind of thing ever in our life.
:ou have to keep many things in mind while you
working in any organization. >ach people behave
di/erently in the organization. %ne thing that we
have learned was that ,o$ to &et 0our $or<
done #rom ot9er). 'nother important thing is to
obey rules and regulation of the organization.
Though you will be there for short time for summer
you have to follow rules and regulation. The
atmosphere in the o/ice was nice and all
employees in the organization treated us a friend.
>very one in the organization is not always same.

66
1uring the project $e 9:e !)o eDperience
t9e 9rd $or< o# )e!!in& t9e product. 'nd
according our point of view our product was the
tu/ product to sell in the market compares to
others. %ur product has immense competition from
others, so it was really hard to sell the product, but
we still manage to sell.
There is one fne saying about e#perience that
EDperience i) t9e be)t !ernin&. And no$ $e
9:e t9t !ernin& $it9 u) nd it 9e!p) u) to
9e!p u) in t9e #uture.
12. *i5liograp&y
8eb)ite) 1@
9ttp1FF$$$.icicidirect.com
9ttp1FF$$$.out!oo<mone0.com
9ttp1FF$$$.b!onnet.com
9ttp1FF$$$.9indubu)ine))on!ine.com

67
9ttp1FF$$$.in:e)topedi.com
Serc9 En&ine) 1@
-9oo
'oo&!e

68