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CHENNAI By ISRARUL HAQUE (Reg. No.:35080312) UNDER THE GUIDANCE OF MRS. R. SRIVIDYA A PROJECT REPORT Submitted to the department of MBA SRM SCHOOL OF MANAGEMENT In partial fulfillment of the requirements For the award of the degree Of MASTER OF BUSINESS ADMINISTRATION



Certified that this project report titled A STUDY ON INVESTMENT BEHAVIOUR OF MBA STUDENTS IN SHARES & EQUITY MARKET WITH REFERENCE TO UNICON INVESTMENT SOLUTION Ltd. CHENNAI .Under the guidelines of Mrs. R. Srividya, SRM School of Management is Bonafide work of Md. Israrul Haque who carried out the project work under my supervision. Certified further, that to the best of my knowledge the work reported herein does not form a part of any other project reports or dissertation on the basis of which a degree or award was Conferred on an earlier occasion on this or any other candidate. Internal Guide (Mrs. R. SRIVIDYA) SIGNATURE OF Dean-MBA Dr. Mrs. Jayshree Suresh


I, ISRARUL HAQUE, hereby declare that the project work entitled A STUDY ON INVESTMENT BEHAVIOUR OF MBA STUDENTS IN SHARES & EQUITY MARKET WITH REFERENCE TO UNICON INVESTMENT SOLUTION Ltd. CHENNAI. submitted in partial fulfillment of the requirements for the award Of the degree of Master of Business Administration is a record of work done by me during the academic year 2008-2010 under the guidance of Mrs. R. Srividya, Lecturer, Department of Business Administration, SRM UNIVERSITY, Kattankalathur. And it has not formed the basis for the award of any Degree / Diploma / Associate ship or other similar title to any candidate in any University. Signature of the Candidate ISRARUL HAQUE PLACE: DATE:

If words are considered as symbols of approval and tokens of knowledge then the words play the heralding role to express my gratitude. I extend my deep gratitude to Md. U. Abdul Khader and all the staff for permitting me to undertake the providing the incessant guidance and support throughout the project. I am extremely grateful to Dr. Mrs. Jayashree Suresh, Dean (B.A., M.B.A., PhD), for her invaluable help rendered throughout the project. I would like to express my grateful thanks to my guide Mrs. R. Srividya, Assistant Professor, for her excellent guidance and suggestions to complete my project Words are inadequate to express my gratitude to my parents who have been pillars of strength and moral support to me. Above all, my heartfelt thanks to the Almighty God for His presence and guidance in every moment in completing this project successfully.

S.NO. 1 2 3 4 5 6 7 8 9 10 11 12 Particulars Company profile Product profile Objectives of the study Scope of the study Limitation of the study Research Methodology Analysis and Interpretation Findings Suggestions Conclusion Bibliography Questionnaire Page No. 7 16 24 25 26 27 37 55 56 57 58 59

Chart No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Particulars Respondents by sex wise distribution Respondents by age wise distribution Respondents by income wise distribution Respondents opinion about online share trading Respondents opinion about IPOs of UNICON share Respondents awareness about UNICON securities Respondents objectives behind investing in shares Respondents frequent investment in shares Respondents felt dissatisfaction with services of UNICON Respondents satisfaction level for brokerage charges Respondents satisfaction level of the option Respondents awareness on demat account Respondents awareness of the absence of AMC Respondents awareness of PIB software Page No. 37 38 39 40 41 42 43 44 45 46 47 48 49 50


UNICON is a financial services company which has emerged as a one-stop investment solutions provider. It was founded in 2004 by two visionary and flamboyant entrepreneurs, Mr. Gajendra Nagpal and Mr. Ram M. Gupta, who possess expertise in the field of Finance. The company is headquartered in New Delhi, and has its Corporate office in Mumbai with regional offices in Kolkata, Chennai, Hyderabad and Noida. UNICON is a professionally managed company led by a team with outstanding managerial acumen and cumulative experience of more than 400 man years in the financial markets The Company is supported by more than 4500 Uniconians and has a team of over 900 business offices in 235 cities across India. With a customer base of over 200,000 the Unicon Group has an eye for the intricate financial needs of its clients and caters to both their short term and long term financial needs through a comprehensive bouquet of investment services. It has been founded with the aim of providing world class investing experience to the investing community. These services range from offline & online trading in equity, commodities and currency derivatives to debt markets to corporate finance and portfolio management services. The company has a sizable presence in the distribution of 3rd party financial products like mutual funds, insurance products and property broking. It also provides expert Advisory on Life Insurance, General Insurance, Mutual Funds and IPOs. The distribution network is backed by in-house back office support to provide prompt and efficient customer service. The Equity broking arm UNICON Securities Pvt. Ltd offers personalized premium services on the NSE, BSE & Derivatives market. The Commodity broking arm Unicon Commodities Pvt. Ltd offers services in Commodity trading on NCDEX and MCX. The UNICON group also has a PCG division providing investments solutions for High Net Worth Individuals. The Corporate Advisory Services arm Unicon Capital Services (P) Ltd offers entire gamut of Investment Banking services to corporates.

UNICON can boast of some of the most respected names in the private equity space like Sequoia Capitals, Nexus India Capital and Subhkam Ventures as its shareholders.

MISSION: To create long term value by empowering individual investors through superior financial services supported by culture based on highest level of team work, efficiency and integrity

To provide the most useful and ethical investment solutions guided by values driven approach to growth, client service and development



Founder& CEO: Mr. Gajender Nagpal

Mr. Gajender Nagpal with his dynamic leadership brings vision to the company. A management graduate by qualification, Mr. Nagpal brings with him over 14 years of experience in the stock market. Before joining Unicon he has served at senior positions for 5 years with Kotak securities at a regional level and Indiabulls securities for 4 years at national level assignments. Mr.Nagpal brings with him the rich experience of building a retail broking network.He is a familiar face on the electronic media and is well respected in the broking industry for his stock market expertise.

Co-Founder& President: Mr. Ram M Gupta

Mr. Ram M Gupta through his aggression and dynamism brings energy to the team. He has 8 years of stock market experience behind him and is responsible for driving the sales team. Mr. Gupta has held senior level postions in Karvy stock broking and Indiabulls Securities. Mr. Gupta is supported by a team of over 850 relationship mangers spread over 89 locations across the country

Head - Fixed Income Group : Mr. Y.P. Narang

Mr. Y.P. Narang is the Head, Fixed Income (Debt) Group at UNICON. His areas of responsibility include looking after Money Market, Government Securities and Bond Market and Merchant Banking. Mr. Narang was instrumental in setting up and providing strategic direction to the Fixed Income Vertical at UNICON. Under his aegis, the vertical was converted into a profit centre within six months of its establishment. Mr. Narang, a qualified Cost Accountant and certified Financial Planner, has a rich and varied professional experience spanning over 36 years. His last assignment prior to joining the UNICON Group was as General Manager & CFO, Punjab National Bank 9

where he provided leadership and direction for the overall financial management of the bank. Mr. Narang had headed the Treasury department of Punjab National Bank for almost two decades starting from 1986 and he pioneered the banks investment in new investment products such as Interest Rate Swaps, Floating Rate Notes, US Treasury Bonds etc. His areas of responsibility also included handling public issues of the bank. He was founder Managing Director of PNB Gilts Ltd. and held the position of Senior Executive Vice President, PNB Capital Services Ltd. where he handled Merchant Banking assignments, Inter-corporate Deposit & Investments. Mr. Narang possesses domain expertise in Dealing in Sovereign Paper, Money market/ Fixed Income instruments and Merchant banking. He has been a familiar presence at several prestigious Analysts meets both in India & Abroad. His expertise has also been utilized in his capacity as a member of various committees of IBA, NSE & FIMMDA. In recognition of his manifold contributions, the Association of Financial Planners (AFP) India awarded him CFP certification in February, 2004. In his spare time, Mr. Narang likes to read management books especially those pertaining to investing.

Chief Operating Officer: Mr. Sandeep Arora

Mr. Sandeep Arora brings with him over 11 years of experience of managing operations of stock broking company. Mr. Sandeep Arora before taking over as head of operations at Unicon was responsible for managing the operations of Indiabulls Securities Ltd. Mr. Sandeep Arora is supported by his team of over 400 people helping him to give world class service to the clients.

Chief Financial Officer: Mr. Vikas Mallan

Mr Mallan A Chartered Accountant, Company Secretary and Cost Accountant by profession. Mr. Mallan has over 14 years of experience in the area of finance. Before joining Unicon he has served at senior level positions with, Reliance Telecom and Koshika Telecom. His experience includes a Nasdaq listing of an Indian internet company and Head of Finance of a leading Law firm. Mr. Mallan is heading Distribution 10

/ Mutual Fund initiative and is supported by around 1100 dedicated employees nationwide.

Strategic Planning & Implementation: Mr. Subhash Nagpal

Mr. Subhash Nagpal is the Director, Strategic Planning and Implementation, Unicon Group. An engineer by profession, Mr. Nagpal brings with him more than 18 years of experience in Sales & Marketing in the automobile industry. He has worked with some of the most respected names in the automobile sector including Honda, Yamaha and New Holland. During his tenure in Honda and New Holland, he was a member of the core management team and played a pivotal role in establishing the companys growth in its early years in India. His last assignment was with Honda Motorcycles and Scooters India, where he was a Divisional Head of profit centre in Sales & Marketing Division for more than eight years. Mr. Nagpal believes in the power of teamwork towards achieving goals. He also believes in fostering a democratic culture within teams wherein everyone has the freedom to express their opinions in the spirit of promoting healthy discussion before taking strategic decisions. Mr. Nagpal is fond of singing, listening to old Hindi songs and watching movies. Kishore Kumar and Dev Anand are amongst his favourite singers and actors respectively. He likes to wind up his day by watching Mr. Beans and WWFSmack down with his son.

Wealth Management : Mr. Rajev B Sharma

Mr. Rajev B Sharma is a noted Management professional and a technocrat with 16 plus years of experience in Strategy planning, Business Development, Operations, Man Management and Profit Centre Management. He has worked in diverse industries like Manufacturing, Consumer Durables, Consultancy, Education & Training, HR and Financial Services. He is currently with Unicon Financial Intermediaries P Ltd as Country Head Wealth Management, Investment Banking & Business Strategy. He is spearheading the


Wealth Management, Investment Banking, Corporate services, NRI and PMS businesses. He also oversee the Research, Product Development, Equity advisory, Investment Advisory and Business Strategy for the Unicon India group of companies. He was earlier associated with Motilal Oswal Securities Ltd. as Sr. Vice President & Head-BAG. Here he was spearheading the Business and Strategy of the Business Associate group (BAG). BAG constituted the business and distribution of all the financial products of the company i.e. Equity, Derivatives, Portfolio Management Services, Mutual Fund, IPO, Commodity through four distribution channel - Franchisee, e Franchisee, Remiser and IFAs. Under his leadership Motilal Oswal Securities Ltd has been awarded the Best Franchise In financial service sector for 2 consecutive years 2007 & 2008. Till early 2006, he was associated with Adecco India Limited as VP-Operations heading the SBU of Enterprise Learning business. Rajev has done some serious work in retail business, franchising and Institutional business for Aptech for 10 years. Here he was instrumental in developing & nurturing well known brands like Aptech Computer education, Asset International, Aptech Corporate training, Aptech Plus and Aptech University & Distance education. His earlier assignments include Mirc Electronics (Brand ONIDA), Crompton Greaves Ltd. and FAG Precision Bearings Ltd where he performed key roles at middle management positions.Rajev has been awarded the Best Franchise Professional of the year by Franchise World magazine and Indian franchise association in 2008.

National Head (Business Alliances): Mr. Vijay Chopra

Mr. Vijay Chopra is a management graduate from Indian Institute of Foreign Trade, New Delhi. He has a illustrious professional track record of spanning over 11 years wherein he has handled various assignments at a senior levels with some of the best names in the Consulting, FMCG & healthcare space. His forte has been supply chain management, New Product Launches, Sales, Marketing, Product management & Training. Mr. Chopra along with his team handles over 300 business partner network which is spread over the entire geographical spread of the country.


Equity Sales : Mr. Manmohan Tiwari

Mr. Manmohan Tiwari is the Country Head, Equity Sales.With more than 17 years of experience in various areas of banking and investment advisory, Mr. Tiwari has played instrumental role in his previous organizations. In his past assignment with India Infoline, prior to joining Unicon Financial intermediaries, Mr. Tiwari is credited with setting up the India Infoline Wealth Management operations in North India.Mr. Tiwari brings on board added proficiency and expertise in managing HNI relationships. During his 7 years at HSBC, he managed the operations and sales for high profile Private Banking Clients in Delhi and NCR. He has also had extremely successful stints with JM Morgan Stanley (Debt Division) and Kotak Mahindra Bank Wealth Management on the client advisory and relationship front. Commenting on the appointment, Mr. Gajendra Nagpal, CEO and Founder of Unicon Financial Intermediaries Pvt. Ltd. said, I am delighted with Mr. Tiwaris appointment as the Country Head of Equity Sales. Mr. Tiwari has strong leadership abilities and proven experience in driving success in a complex and challenging market, which we can leverage across our area of operations. A vast experience in sales, equity advisory, client servicing and operations makes Mr. Tiwari an industry veteran who has seen various market cycles previously.

Chief Technology Officer : Mr. Anurag Nayar

Mr. Anurag Nayar is the Chief Technology Officer, UNICON Group. His key areas of responsibility include heading and overseeing all the IT operations and innovations of the organization. Mr. Nayar possesses over 9 years of experience in diverse fields of application software development, maintenance, support & re-engineering projects in client server environment. Prior to joining the UNICON Group, Mr. Nayar has worked with leading corporates across a cross section of industries. These include American Express, WNS Trinity and NIIT Technologies Ltd. During his tenure at American Express, Mr. Nayars considerable contributions towards streamlining the Project Office and Financial Analysis processes and tools were 13

recognized and awarded. Additionally he was also the recipient of awards for developing the Process Database and for supporting TAPS Application implementation across Japan and Asia Pacific region. Mr. Nayars manifold contributions at NIIT were also recognised through the prestigious Excellence and US Business Unit Mercury Awards. Mr. Nayar has an open and engaging style of leadership. He believes in the importance of honesty, commitment, continuous learning and teamwork in achieving goals. In his spare time he likes to watch Hollywood movies, socialize with family and friends and spend time with his pets.

Chief Compliance Officer: Ms. Anjali Mukhija

Ms. Anjali Mukhija heads compliance. She brings with her 12 years of experience in the stock markets. Her current job profile includes broking operations, client relations & grievance redressal, coupled with Public dealings. Prior to joining Unicon, she was with the National Stock Exchange, Delhi Regional Office for 10 years and had held senior position for a brief period in a reputed broking house.





Unicon deals with a numbers of products & services: Equity Commodity Depository Distribution NRI Services Back Office Fixed Income Currency Derivatives Portfolio Management

Unicon offers a unique feature of a single Screen Trading Platform of NSE, BSE & Derivatives. Unicon offers both Offline & Online trading platforms. You can Walk in or place your orders through telephone at any of our branch locations

ONLINE TRADING PRODUCTS: Unicon Easy Unicon plus


Unicon Swift UNICON EASY

Browser based trading terminal that can be accessed by a unique ID and password. This facility is available to all our online customers the moment they get registered with us.

Browser based trading terminal that can be accessed by a unique ID and password. This facility is available to all our online customers the moment they get registered with us.

Application based terminal for active traders. It provides better speed, greater analytical features & priority access to Relationship Managers.

Unicon offers a unique feature of a single screen trading platform in MCX and NCDEX.Unicon offers both Offline & Online trading platforms. You can Walk in or place your orders through telephone at any of our branch location Online commodity internet trading platform through uniflex.

Live Market Watch for commodity market (NCDEX, MCX) in one screen. Add any number of scrips in the Market Watch. Tick by tick live updation of Intraday chart.


Greater exposure for trading on the margin available. Common window for market watch and order execution. Key board driven short cuts for punching orders quicklyon Real time updation of exposure and portfolio. Facility to customize any number of portfolios & watchlists. Market depth, i.e. Best 5 bids and offers, updated live for all scripts. Facility to cancel all pending orders with a single click. Instant trade confirmations. Stop-loss feature.

Unicon Depository Services offers dematerialization services as a participant in Central Depository Services Limited (CDSL), through its Depository operations. The company believes in efficient and cost-effective and integrated service support to its brokerage business. Unicon Securities Private Limited, as a depository participant, will offer depository accounts for individual investors as well as corporates which will enable them to transact in the dematerialized segment, without any hassles.

Depository offer a safe, convenient way to hold securities as compared to holding securities in paper form. Our service provides an integrated single platform for all our clients ensuring a risk free, efficient and prompt depository process. FACILITIES OFFERED BY UNICON DE-MATERIALIZATION: You can submit your physical shares at the Unicon branch for dematerialization into electronic form.


RE-MATERIALIZATION: You can also request for Re-materialization which enables you to convert the dematerialized shares into physical form. TRANSFER: Inter and intra depository services are available through which you can transfer shares.

IPO: You can apply for IPO using your demat account details and on allotment the securities are transferred directly to your demat account.

CORPORATE ACTIONS: While holding your stock in demat account, in case you are eligible for any bonus and rights issues the allotment would be transferred to your demat account. EASI:

You can view your demat account over the Internet and avail a host of services. This facility empowers our clients to view, download, print updated holdings with respective valuations ESTOCK LOGIN PROCESS: Enter your client id as your Demat account number. The password would be your bank account number linked with your Demat account. Please change the password as soon as you login. This is in your own interest and security.


Unicon is fast emerging as a leader in the Insurance and Mutual Funds distribution space. Unicon has over 100 branches and a huge number of Business Development Executives who help to source and service the customers throughout the country. Unicon is fast becoming the preferred Vendor Independent distribution houses because of providing efficient service like free pick-up of collection of cheques/DDs, Keeping track of the premiums etc to its customers.

Unicon offers the following distribution products: IPO's Mutual Funds Insurance Properties

With India becoming the epicentre of growth the Global Indian feels the need to be connected to the domestic growth story. Unicon now offers a convenient and hassle-free way of Investing in the Indian Securities Market to the people who are living outside India and wish to participate in the Indian Growth story.

Unicon through its online back-office aims to increase the transparency and provides you the link to view the details of your account online anytime and anywhere. Here you have the advantage of viewing the following reports online Sauda Details Financial Ledger 20

Net position for the day Net position Detail (for the complete financial year) E-Contract Note

The Fixed income vertical of UNICON Group deals in Sovereign Paper and Money Market/Fixed Income Instruments Broadly, it undertakes following:

Dealing in all types of money market instruments viz. Commercial paper (Origination & Placement), Certificate of Deposit and Treasury Bills both in Primary and Secondary market.

Dealing in Government securities (including securities of Oil, Fertilizer & Food Bonds) and other PSU/ Corporate bonds with counterparties like Banks, Primary Dealers, Mutual Funds, Insurance Companies, Regional Rural Banks, Cooperative Banks, Central & State PSUs, Housing Finance Companies, NBFCs & Corporates.

Retailing of Central, State Government Securities and Bonds to PF Trusts, Universities Advisory Services to PF Trusts. Arrangers for Private placement of Bonds & placing it with Banks, Mutual funds, Insurance Companies & Corporates.

Securitization of receivable portfolio of Housing Finance Companies, Banks & NBFCs by way of Pass through certificates.


Currently in India, futures contracts of 4 currencies are traded against the Indian Rupee (INR). US Dollar Indian Rupee (USD INR) currency futures were the first to be introduced in Aug 2008 and have seen a 1500% burst in volume growth in this period. On Feb 1, 2010 the trading of Euro () Rupee (EUR INR), Pound Sterling () Rupee (GBP INR) and Yen () Rupee (YEN INR) was introduced in India. As in the case of USD INR, trading happens on 2 exchanges NSE and MCX-SX. Unicon offers clients the opportunity to trade these products, either in online or offline mode as per their needs. The products provide ample liquidity to function both as a speculative tool and as a hedging instrument for exporters and importers.

Gone are the days when an investor could directly participate in the capital markets, for they have not only become far more complex in terms of compliances, methodologies, effects and analysis but also need a constant tracking mechanism. As is the case globally, the Indian investor has also realized the advantages of seeking professional advice in order to not only manage but also augment his portfolio. We at Unicon in our constant endeavor to bring to our esteemed clients global methodology have developed a proprietary model that has enabled us to outperform all major indices with a fair degree of consistency, over the longer term. We continue to be positive of both our approach and the Indian capital markets in general and especially so after UPAs landslide mandate to guide the country over the next 5 years. However, we believe that the out-performance is more stock-specific and the major indices only provide a barometer for evaluation. This view is expected to only be enhanced going


forward, with larger players entering the markets with globally fine-tuned analytical tools. The Portfolio Management Schemes of the Company offer Discretionary Schemes (Unicon Optimizer & Unicon Growth) for Individuals, Corporate Bodies, Partnership firms, Proprietors, Non Resident Indians etc. The Company is registered with SEBI enabling it to undertake Portfolio Management activities under a specific license. The Schemes, duly approved by SEBI, are managed by a highly competent team comprising of portfolio managers and equity strategists, backed by a team of fundamental, technical and derivatives analysts. The principle objectives are to identify investment opportunities through globally recognized analytical methodologies, given pre-defined risk parameters construct portfolios to incorporate client objectives periodically review of portfolios in order to consistently deliver returns surpassing the benchmarked index and tailor-make portfolios to incorporate a judicious mix of equity, quazi-equity, money market instruments and derivate products.



1. To study the perception of the customers with reference to the share market. 2. To analyze the level of satisfaction of customers transacting business through Unicon 3. To offer suggestions for increasing the level of satisfaction of the customers. 4. To study the customers satisfaction with reference to Unicon shares. 5. Various services offered by Unicon



Globalization of the financial market has led to a manifold increase in investment. New markets have been opened; new instruments have been developed; and new services have been launched. Besides, a number of opportunities and challenges have also been thrown open. Online share trading is new to Equity market in India. Mainly two exchanges are involved in online trading in India BSE & NSE.



The study was conducted in Chennai city and the findings are applicable only to the city. Most of the customers were busy and some of them were not in a position to give complete data. Researcher had to proceed with incomplete data.



Research design Statistical tools

Research instrument Questionnaire Contact method Method of data collection Sampling method Sampling type Sampling unit Sampling size

- Descriptive research - Percentage method - Weighted average method - Rank analysis - ANOVA (F test) - Chi square (x2) - Questionnaire - Open ended and close ended - Survey - Personal interview - Online interview - Primary data and secondary - Non-probability sampling - Area sampling - Consumers - 150



Research is simply a scientific search for knowledge especially in the areas related to functions of marketing. Marketing research as a separate department can be a source of great help to make its decisions on the basis of intuition much what is based on past experience secondary information collected at random and everything molded by ones own mental makeup. According to the American management association defines marketing research as the systematic gathering recording and analysis of data about the problem related to the marketing of goods and services. Marketing research includes all the activities that enable an organization to obtain the information it needs to make decision about its environment. Its marketing mix and its present or potential market. Research involves considerable time and money and need specialized personnel. The cost of research must be justified by the benefits of research findings. Research in marketing refers to the systematic gathering, recording and analyzing of data about problems relating to the marketing of goods and services. As such the functions involved Are: Systematic collection of data and information. Properly recording them for use and Analyzing and interpretation the recorded facts and figures to arrive are useful conclusions.

Research Design
There are three types of research design. They are Descriptive Exploratory Explanatory In this research the research design adopted is Descriptive research design.

Descriptive Research Design

It is designed to describe something, such as demographic characteristics of consumers who use the products. It deals with determining frequency with something occurs or how two variables vary together. This study is also guided by an initial Hypothesis.


Importance of Descriptive Study

During the analysis of characteristics of certain groups, for e.g. users of a product with different age, sex, education etc. To forecast the future trends, e.g. sales of a companys product in each of next five years. To study whether certain variables are associated, e.g. income and usage of a product.

Questionnaire Design
Designing and implementing the questionnaire is one of the most interesting and challenging tasks of conducting research. Questionnaire designing also becomes important and necessary when he/she observes that unless the data discussion or otherwise is noted down, is basic form will be distorted. The questionnaire is the backbone for obtaining data during a personal interview, telephone survey, and mail survey.

Meaning of Questionnaire
A questionnaire is a form prepared and distributed to secure response to certain question. The term questionnaire refers to a self administration process here by the respondent himself/herself reads the questionnaire and records his/her answer assistance of an interviewer. Purpose of questionnaire is two fold To collect information from the respondent who are scattered in a vast area. To achieve success in collecting reliable and dependable data.

Determining Type of Question

After specifying the required data, the researcher must decide the type of question required to be asked from the respondents to collect this data. He/she must understand various existing types of question and decide which of these would suit the most of his/her project situation. There are different types of questions they are as follows: Direct question Direct question are just what their name indicates e.g. Have you ever purchased brand? Indirect question Indirect refers to those whose responses are used to indicate or suggest date about respondents other than the actual facts given in the answer. For e.g. why you think most other people buy prefer UNICON?


Open ended question Sometimes these question are called free answer questions the respondent answer in his/her words, for e.g. and open ended question on a study on Orange squashes can be asked as what suggestion do you make for improving orange squashes? In this case no answer choice is given to the respondent and he/she may give any answer he/she thinks. Close ended question Such guests are also called fixed alternative questions. The alternative questionnaire may take the form of dichotomous question multiple choice question checklist and rating scales, such as ordinal scale nominal scale etc. Question method of data collection is quite popular and consists of question printed or typed in a form or set of forms. Care was taken in the main aspect as general form. Question sequence, question formulation and wording, the study was associated with both the question i.e., closed ended and open ended questions. Free responses were invited from the respondents.

Types of Questionnaire
The study conducted by using structural and undisguised questionnaire. It comprises of both open and closed ended questions. Questions are rather framed for the customer attitude including the multiple choice and dichotomous questions. The following are the contact method generally user for a survey. 1. Mail survey 2. Telephone interview 3. Personal interview Among these three methods mail interview was used for the research study.

Mail Survey
Mail interview is the most versatile of the three methods, as it is the most expensive method and requires more administrative planning and supervision. Interviewers bias. Also in order to get the accurate data the researcher went to all the order to get the accurate data the researcher went to all the respondents and its units and spent sufficient time with the customers. The entire respondents may or may not be willing to fill up the questionnaire through this method effective and accurate information can be collected by asking question in a way that could be easily understood and answered by the respondents.

Method of Data Collection

The task of collecting data being after a research problem has been defined and plan is chalked and plan is chalked out. This study pertains to collect data from primary sources primary data and from secondary sources secondary data. 30

Primary data Primary data are that information which is collected, fresh and fir the first time thus happens to be original in character primary data can be collected in marketing by three basic methods, viz., survey, observation and experiments. Secondary data On the other hand are those, which have already been passed through the statistical process. The secondary data are that information which is collected from internal sources as well as external sources, Wizs from the company own the records and documents. Secondary data was collected from the registers, manuals, information bulletins maintained by the personnel department and other records, information collected in this manner was immediately complied processed manually and a statistical structure was given to the data to help interpretation of the statistical data.

Sampling Procedures
Sampling can be carried out fewer than two important methods, in order to obtain a respective of the sample they are classified as: 1. Probability sampling 2. Non-probability sampling

Have its following types they are explained as follows:

Simple Random Sampling

Every member of population has a known and equal chance of being selected.

Stratified Random Sampling

The population is divided into two mutually exclusive groups such as age and income group are the random samples that are drawn from each groups.

Systematic Random Sampling


It consist an item in the list of random samples and then picking up every 5th or 10th item in the list.

Area/Cluster Sampling
The population is divided into mutually exclusive groups a sample is drawn from each group.


Convenience Sampling
Under this sample the researcher selects the most accessible population member from which to obtain the information. It involves choosing of the samples on the convenience basis.

Judgment Sampling
It refers to the selection of a sample from the universe on the basis of the export judgment.

Quota Sampling
The sampling is not done at a random as the field surveyors are given wide discretion in selection the respondents in meeting their quotas. The researcher fined interviews the prescribed number of people in several categories. The cost and time involved in this sampling is too high. Before undertaken the survey, the sampling unit sampling size and sampling procedures are too determined.

Sampling Size
150 consumers are taken as samples. Determination of sample size. Determination of sample size for consumers. The sample survey was conducted with consumers. p=0.8 q=0.2 Sample standard deviation = pq/n = 0.1264


Assuming normal distribution, the research prefers to limit the error of estimation to 2% at 95% confidence level (z = 1.96) Z = error/s.d/n n = [Z/error x s.d] 2 = 153.44150 n = 150 Thus the sample size for consumers was determined as 150.

Sampling Procedures
Selected for this study in area sampling /cluster sampling.

Contact Method
The respondent was contacts directly and personally interviewed. The statistical tools used for analysis are: Percentage method Weighted average Rank analysis Chi Square (X2) ANOVA (F-test)

Percentage method is used in marketing comprehension between two more series of data. Percentages are used to compare the relatives terms, the distribution of two or more series of data and are presently by way of bat diagram and pie diagrams in order to have a better understanding. In this method frequency of the various criteria factors are tabulated and the percentage for each value with respect to the total is found out. They are presented pictorially by way of graphs in order to have better understanding. The formula is No. of respondent % of respondent = ---------------------- 100 Total respondent


We are weighted average methods when the relatives importance of the different items is not the same. The term weights stands for relatives importance of the different items. The formula calculating the weighted arithmetic mean is Wf X = ------33

f Where, X = Weighted arithmetic mean F = Frequency or no. of respondents W = Weighted allotted to each factor

This method is used widely when the relatives importance of the different items is not the same. The term rank stands for relatives importance of the different items. The formula for calculating in the rank analysis is Wx RA = -------W Where, RA = Ranking positions of the variable Wx = Summation of all the entries into the weights allotted for the relatives rank W = Sum of all the entries

The objective of the chi-square test is to determine whether real of significant differences exist among the various groups. Chi-square rest involves comparison of expected frequency (Ei) with observed frequency (Oi). To determine whether the difference between the two in greater than which might occur by chance. There are 5 steps in using chi-square test. 1. The difference between each observed frequency and each expected frequency is computed. 2. The differences are squared. 3. Each squared difference is divided by its respective expected frequency. 4. Their quotient is added together to obtain the computed chi-square. 5. This computed value is then compared to tabulated chi-square. If the computed X2 values are greater then the tabulate X2 values at the predetermined level of significance and degree of freedom, the hypothesis rejected. On the other hand if calculated X2 value is less the tabulated values, the hypothesis is accepted. The formula is X2 = [(O-E) 2] / E


Where, X2 = Chi-square O = Observed frequency E = Expected frequency

ANOVA (F-Test)
The analysis of variance (ANOVA or F-test) is used in such problem where a research wants to test for the significances of the difference between more than two as sample mean. This is one of the most powerful statistical techniques. The ANOVA is used in every type of experiment design concentrating both natural and social sciences.

One Way Classifications

In one way classifications, data are collected according to one criterion. The null hypothesis takes the form that is; arithmetic means of the population from which the K samples are randomly drawn are equal to one another.

Following steps are involved in the analysis of variance

i) Compute the variance between the samples: Further steps involved to calculate variance between samples are calculated the mean of each samples. a) Calculated the grand average mean. b) Take the difference between mean of the various samples and grand averages. c) Square these deviations and obtain the total which will give sum square between the samples and d) Divide the total obtained in steps (d) by degree of freedom. The degrees of freedom will be one less than the no. of samples. ii) Calculated the variance with in the samples The step involved here is a) Calculated the mean of each sample. b) Take the deviations of various items in a sample from the mean values of the respective samples. c) Square these deviations and obtain the total which gives the sum of squares within the samples and d) Divided the total obtained in the step (c) by degrees of freedom. The degrees of freedom are obtained by deducting from the total no. of items the no. of samples. Degree of freedom = n k Where, k-is the no. of samples n-is the total no. of all observations iii) Calculated the F ratio as follows


Variance between the samples F = ------------------------------------Variance within the samples Compare the calculated F values of freedom of at certain level of significance (Generally 0.05). If the calculated values of F exceeds the tabular values. Then the different in samples mean is significant that is due to simple sampling fluctuation or samples do not come from the same population on the other hand, it the calculated values F is less than the table values, the difference is not significant and hence, could have arisen due to fluctuation of simple sampling.


Ho = There is no relationship between the BTST. H1 = There is significant relationship between the BTST. BTST --------------------------Dissatisfaction level Slow operation Delayed correspondence Inaccessibility to the service centre Fund transfer Total E28 = 104x40/150 = 28.8 E20 = 108x30/150 = 21.6 E32 = 108x40/150 = 28.89 E28 = 108x40/150 = 28.8 E12 = 42x40/150 = 11.2 E10 = 42x30/150 = 8.4 E8 = 42x40/150 = 11.2 E12 = 42x40/150 = 11.2 Yes No Total

28 20 32 28 57

12 10 8 12 47

40 30 40 40 104



S. no. 1 2 Total Category Male Female No. of respondents 120 30 150 % 80 20 100

INFERENCE: From the above table 20% of the respondents are from the female and 80% of the majority respondents are male category.


Table No. 2


S. no. 1 2 3 4 Total Age 20-30 30-40 40-50 Above50 No. of respondents 25 50 30 45 150 % 16.67 33.33 20 30 100

INFERENCE: From the above study the result is that 16.67% of the respondents are below age group of 20 30 years; 33.33% of respondents are from 30 40 years; 20% of the respondents are from 40 50 years; 30% of the respondents are above 50 years. From the study the result is that 33.33% of the majority are from 30 40 years.


Table No. 3


S. no. 1 2 3 4 Total Category 10000-20000 20000-30000 30000-40000 Above40000 No. of respondents 18 68 32 32 150 % 12 45.33 21.33 21.33 100

INFERENCE: From the table, 45.33% of the respondents are from the income level of 20,000 30,000 and 12% of the respondents are from the income level of 10,000 20,000; 21.33% of the respondents are from the income level 30,000 40,000 respectively.


Table No. 4


S. no. 1 2 Total Category YES NO No. of respondents 120 30 150 % 80 20 100

INFERENCE: From the study, the result is that 80% of the respondents say yes and 20% of the respondents say no respectively.


Table No. 5 RESPONDENTS OPINION ABOUT IPOS UNICON SHARE S. no. 1 2 Total Category YES NO No. of respondents 95 65 150 % 63.33 36.67 100

INFERENCE: From the study the result is that 63.33% of the respondents say yes and 36.67% of the respondents say no respectively.


Table No. 6 RESPONDENTS AWARENESS ABOUT UNICON SHARES S. no. 1 2 3 4 Total Category Share brokers Bankers Friends Online Advt. No. of respondents 60 20 20 50 150 % 40 13.33 13.33 33.33 100

INFERENCE: From the table, 40% of the respondents are got aware from share brokers; 13.33% of the respondents got aware from friends and 33.33% of the respondents got aware from online advertisement respectively.


Table No. 7 RESPONDENTS OBJECTIVE BEHIND INVESTING IN SHARES S. no. 1 2 3 4 Total Category Tax saving Earn high dividends Easy liquidity Capital appreciation No. of respondents 30 60 40 20 150 % 20 40 26.67 13.33 100

INFERENCE: From the table, 20S% of the respondents main objective to invest in shares is tax savings; 40% of the respondents main objective to invest in shares is earn high dividends; 26.67% of the respondents interested in shares is easy liquidity and 13.33% of the respondents main objective is capital appreciation in long run respectively.


Table No. 8 RESPONDENTS FREQUENT INVESTMENT IN SHARES S. no. 1 2 3 4 Total Category Monthly Every 3 month Every 6 month Others No. of respondents 25 75 40 10 150 % 16.67 50 26.67 06.67 100

INFERENCE: From the table, 16.67% of the respondents invest share monthly; 50% of the respondents invest in share every 3 months; 26.67% in every 6 months; and 6.67% invest occasionally.


Table No. 9 RESPONDENTS FELT DISSATISFACTION WITH SERVICES OF UNICON. S. no. 1 2 3 4 Total Category Slow operation Delayed correspondence Inaccessibility to the service centre Fund transfer facility No. of respondents 40 30 40 40 150 % 26.67 20 26.67 26.67 100

INFERENCE: From the table, 26.67% of the respondents dissatisfied with the slow operation; 20% of the respondents dissatisfied with delayed correspondence; 26.67% of the respondents dissatisfied with inaccessibility to the service centre and fund transfer facility respectively.


Table No. 10 RESPONDENTS SATISFACTION LEVEL FOR BROKERAGE CHARGES S. no. 1 2 3 4 5 Total Category Highly satisfied Moderate Satisfied Dissatisfied Highly dissatisfied No. of respondents 60 30 20 40 00 150 % 40 20 13.33 26.67 00 100

INFERENCE: From the table, 40% of the respondents highly satisfied with brokerage charges; 20% of the respondents are moderate with the brokerage charges; 13.33% of the respondents are satisfied with the brokerage charges; 26.67% of the respondents are dissatisfied with the brokerage charges and none have highly dissatisfied respectively.


Table No. 11 RESPONDENTS SATISFACTION LEVEL OF THE OPTION S. no. 1 2 Total Category YES NO No. of respondents 108 42 150 % 72 28 100

INFERENCE: From the study, the result is that 72% of the respondents satisfied for the option BTST and 28% of the respondents are not satisfied for the option BTST respectively.


Table No. 12 RESPONDENTS AWARENESS ON DEMAT ACCOUNT S. no. 1 2 Total Category YES NO No. of respondents 130 20 150 % 86.67 13.33 100

INFERENCE: From the study the result is that 86.67% of the respondents aware of the demat account levied by the company and 13.33% of the respondents are not aware of the demat account respectively.


Table No. 13 RESPONDENTS AWARENESS OF THE ABSENCE OF AMC (ANNUAL MAINTENANCE CHARGES) S. no. 1 2 Total Category YES NO No. of respondents 120 30 150 % 80 20 100

INFERENCE: From the study the result is that 80% of the respondents aware of the AMC of the company and 20% of the respondents are not aware of the AMC respectively.


Table No. 14 RESPONDENTS AWARENESS OF SUN JAVA SOFTWARE USED FOR ONLINE TRANSACTION S. no. 1 2 Total Category YES NO No. of respondents 140 10 150 % 93.33 06.67 100

INFERENCE: From the study the result is that 93.33% of the respondents aware of the SUN JAVA software used by the company and 6.67% of the respondents are not aware of that software respectively.



Income ------------Duration Monthly Every 3 month Every 6 month Others

10000-20000 1 10 5 2

20000-30000 12 30 20 6

30000-40000 11 12 8 1

Above 40000 1 23 7 1

Ho - Customers income levels are independent to various atributes. H1 - Customers income levels are dependent to various attributes. X1 1 10 5 2 X=18 (X1)2 1 100 25 4 X=130 X2 12 30 20 6 X2=68 (X2)2 144 900 400 36 X=1480 X3 11 12 8 1 X3=32 (X3)2 121 144 64 1 X=330 X4 1 23 7 1 X4=32 (X4)2 1 529 49 1 X=580

Here, N = Total no. of items N = 16 Total sum of all the items = X1+X2+X3+X4 = 18+68+32+32 T = 150 Correction factor = T 2/ N = (150) 2/16 = 1406.25 Total sum of square = (X12+X22+X32+X42)-C.F = (130+1480+330+580)-1406.25 = 2520-1406.25 = 1113.75 Sum of square between income levels of the customers = (X12/N+X22/N+X32/N+X42/N)-C.F = 182/4+682/4+322/4+322/4-1406.25 = 81+1156+256+256-1406.25 = 1749-1406.25 = 342.75 No. of square within income of the customer 51

= (Total sum of square)-(Sum of the square between interpersonal relationships) = 1113.75-342.75 = 771 Analysis of variance Sources of variance BW income level Within income level Sum of squares 342.75 771 Degree of freedom 4-1=3 16-4=12 variance 342.75/3=114.25 771/12=64.25

From this table, F = Variance between interpersonal relationships/ Variance within interpersonal relationships 114.25/64.25 Calculated value = 1.77 Tabulated value F for 3/12 degree of freedom is 5% level significant is 3.49 INFERENCE: The calculated value is 1.77 of F is less than the table value 3.49, hence we accept he null hypothesis Ho at 5% level of significant and conclude that there is no relationship between income of the customer and the time taken to invest the shares.


Table No. 16 ANALYSIS OF CUSTOMERS RANK ON SERVICE RENDERED BY UNICON USING WEIGHTED AVERAGE METHOD Weights ------------Attributes Timely service Speedy transaction Cost effective Brokerage Profit RANK I RANK II RANK III 36x4 30x4 28x4 23x4 33x4 28x3 30x3 36x3 20x3 36x3 RANK VI 41x2 20x2 35x2 19x2 35x2 RANK V 20x1 20x1 31x1 15x1 4x1 Mean Weighte Rank score d average 455 520 421 330 524 3.03 3.46 2.80 2.21 3.47 3 2 4 5 1

25x5 50x5 20x5 13x5 42x5

INFERENCE: From the above table it is clear that profit is ranked first, then given to speedy transaction, third rank to the timely services, cost effectiveness in the fourth rank and lastly for brokerage.

Table No. 17

Observed frequency (O) 28 20 32 28 12 10 8 12 (O-E) 2 53 Expected frequency (E) 28.8 21.6 28.8 28.8 11.2 8.4 11.2 11.2 (O-E) 2 0.64 2.56 10.24 0.64 0.64 2.56 10.24 0.64 (O-E) 2/E 2 0.022 0.118 0.335 0.022 0.057 0.304 0.914 0.057

= -----------------E = 1.849 Calculated value of X 2 = 1.849 Degree of freedom = (C-1) (r-1) = (4-1) (2-1) =3 The value 3 at 5% of significance the level for 5 degree of freedom = 7.815 INFERENCE: Since the calculated value of the X 2 is less than the table value, we accept the null hypothesis and concluded that there is no significant relation between BTST and the dissatisfaction level of the service rendered by UNICON.


In the prevailing competitive environment existing in the share industry, the market potential and promotional strategy is changing from time to time. So there is a need to analyze the market efficiency and promotional strategy prevailing in the market For the development of UNICON. It is found from the study customer awareness toward UNICON in different aspects are as follows: 1. As UNICON deals with online shares, around 80% of the customers perception that stock market is highly risk oriented and volatile. 20% customers perception that stock market is completely risky and unexpected. 2. The brokerage charges are highly satisfied by 40% of the customers, 26.67% says dissatisfied, 20% are moderate and 13.33% are satisfied. Only 26.67 of the customers say dissatisfied so almost 74% of them are satisfied with the brokerage charge. 3. 72% of the customers are satisfied with the BTST provided by the company; only few customers that are 28% are not satisfied and said no. 4. Maximum no. of customers got knowledge about UNICON through share brokers that is 40%, next to that they come to know through the online advertisements that is 33% and rest of the customers through friends and bankers. 5. UNICON is one spot of investment solution provider. It not only deals with equity, its also conducted customers portfalios.


From the analysis of the survey and personal observation of the customer towards the awareness of the share and the share company UNICON. Lots of experience gained from the survey. This will help the company to survive in the market and also improvise their market potential in the current competitive environment. With this the company should take immediate steps to improve the nature of the business. From the survey; 1. Most of the customers got information about the company only through the share brokers. The company should take necessary steps to concentrate on the advertisements. Through they are advertising online, it is necessary to advertise in TV, radio, presses; only when they give these kinds of advertisements they can get lots of customers. Also they have to go for boarding, which can be viewed by everyone passing by. 2. The majority of the customers invest in shares to earn high returns in the short run. This is facilitated through the demat account. All new issues are issued only in the demat form. The benefits of having a demat account must be explained to the customers. 3. It was found that maximum no of customer is investing in shares after a time gap of 3 months. The company should explain the benefits of intraday (buy today and sell today) operations certain customers invest in shares with a long term on capital apperceptions. The benefits of short term trading can be explained to the customers so that they may be persuaded to go in for the same. 4. There is a favorable feedback from the customers about brokerage charges as per transactions. This fact must be emphasized in advertisements and promotional leaflets mailed to potential customers. 5. all the IPOs will be issuing shares only in demat form; these details have to be explained to the potential customers. 6. Many of the customers are not aware of my broker software. This usefulness should be explained to them. 7. Customers with money to invest may be living in isolated areas with no proper telephone or computer facility, the company may think of deputing relationship managers to help the customers through proper guidance and by passing on relevant information.


Share trading as a whole is now considered as a specific sources of investment. With the advent of new online based trading customers are very much satisfied. Share trading industry has reviewed up its standards once again investment centers. It can be explicitly noted from the project that the awareness level are high with the present youngsters and the middle-aged group which can be observed as a positive sign for the growth of the industry. The effectiveness of the other supporting instrument like client relationship can be further improved so that the impact will be high. It doesnt end at just opening the demat account but the actual implementation is considered with the customer related services. The customer should be updated on recent trends market news and the value of the investment that increases their satisfaction and awareness and trust on the company.



Books: K.Aswathappa Unicon Trainee Hand Book Philip Kotler

Internet: http:/ http:/


1. Name: 2. Age: a) 20 30 b) 30 40 c) 40 50 d) above 50 3. Sex: a) Male b) Female 4. Are you aware of online trading? a) Yes b) No 5. What is your opinion about shares? a) Shares offer an investment opportunity b) Shares make earn quick profit/ gain c) Share is a part of an investment d) Shares offer easy liquidity 6. How did you come to know about UNICON online trading share? a) Share broker b) Bankers c) Friends d) Online Advertisement 7. What is your objective behind investing in shares? a) Tax saving b) Earn high dividends c) Easy liquidity d) Capital appreciation in the long run 8. How much you trade? a) Only 1500 b) 2000 c) 5000 d) 10,000 e) not yet traded

9. How frequently you invest in shares? a) Monthly b) Every 3 months c) Every 6 months d) Others 10. Are you satisfied by the brokerage charges of transactions when compared to other competitors in the market? a) Highly satisfied b) Satisfied c) Moderate d) Dissatisfied e) Highly dissatisfied 11. Are you satisfied by the options BTST/DELIVERY (buy today sell tomorrow) provided by the company? a) Yes b) No


12. Are you aware of the absence of AMC (Annual maintenance charges) with reference to UNICON? a) Yes b) No 13. Are you aware of JAVA software, which is being used for the online transactions? a) Yes b) No 14. Are you satisfied by the overall services provided by UNICON? a) Highly satisfied b) Satisfied c) Moderate d) Dissatisfied e) Highly dissatisfied 15. Suggestions to improve our present level of system in UNICON? ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Thank you for your valuable time Israrul Haque. SRM School Of Management SRM UNIVERSITY.