INDIRA SCHOOL OF CAREER STUDIES PUNE

A PROJECT REPORT PROJECT REPORT PROJECT

REPORT PROJECT REPORT ONONONON
PROCESS OF RECRUITMENT OF FINANCIAL ADVISOR
& STUDYING SELLING PROCESS OF DEMAT ACCOUNT
IN PARTIAL FULFILLMENT OF THE CURRICULUM
REQUIREMENT OF POST GRADUATE PROGRAMME
ACADEMIC YEAR 2007 2007 2007 2007 2009200920092009

Submitted By: SADAF ZAMIR KHAN PGP-DUEL + MBA

1

ACKNOWLEDGEMENT
I take immense pleasure in completing this project and submitting the final
research report. Two months with HDFC Securities Ltd. has been full of
learning and sense of contribution towards the organization. I would like to
thank the organization for giving me an opportunity of learning and
contributing through this research report. I also take this opportunity to
thank all those people who made this experience a memorable one.
In this context as a student of ISCS, Pune I would first of all like to express
my gratitude to Mr. Ashok Kumar for assigning me such a worthwhile topic
Recruitment of Financial potential advisor And selling of DEMAT
Account to work upon in HDFC Securities Ltd.
During the actual project work, Mrs. Supriya (Zonal area Manager) & Mr.
Girish Gaikwad (Area Sales Manager) has been the source of inspiration
through their constant guidance; personal interest; encouragement and help.
I convey my sincere thanks to them. In spite of their busy schedule they
always found time to guide me through the project. I am also grateful to
them for reposing confidence in my abilities and giving me the freedom to
work on my project.
SADAF ZAMIR KHAN
2

PREFACE
As an essential and obligatory part of my course undergone 2 months,
complete summer training at HDFC Securities Ltd. This training helped me
in getting practical knowledge in to the business environment.
I got a practical knowledge about HDFC Securities Ltd. how the work
is done in the company. I have more emphasized on the training
programmed in HDFC Securities. In this Project Report I gave all the
information about the Financial DEMAT Account, which is related to the
operations of the company. I have also mention the payout structure of
financial advisor.
In this Project Report I gave all the information which not only serve
the comprehensive knowledge base but also helps the reader in
understanding the fundamentals related to the subject.
3

TABLE OF CONTENT
CHAPTER NO: NAME PAGE NO:
1 EXECUTIVE SUMMERY 04-08
2 INDUSTRY PROFILE 09-16
3 COMPANY PROFILE 17-22
4 PRODUCT PROFILE 23-38
5 OBJECTIVES OF THE
PROJECT
29-30
6 RESEARCH
METHODOLOGY
31-32
7 DATA COLLECTION 33-41
8 DATA ANALYSIS AND
INTERPETATION
42-51
9 SWOT ANALYSIS 52-54
10 FINDING 55-59
11 LIMITATIONS 60-61
12 RECOMMENDATION 62-63
13 CONCLUSIONS 64-65
14 BIBLIOGRAPHY 66-67
15 ANNEXURE 68-71
4

EXECUTIVE SUMMERY
5

EXECUTIVE SUMMARY
During the summer project training, I had to recruit Advisor as many as
possible. The objective was To Recruit the Financial Advisor for HDFC
SECURITIES LTD for the purpose of selling D-MAT A/C.
As the company wants to become the Dominant Player built on trust by
world-class people and service. Company hopes to achieve this by the help
of: Understanding the Needs of Customers.
Growth and learning for our Employees.
Building transparency.
Leveraging Technology.
They also have 5 core values, which has to be followed and has to be
committed towards it by the employees. These values are as under: Integrity
Customer First
Boundary less
Ownership
Passion
To recruit the Financial Advisor, I had to do so many marketing
activities. Marketing activities of HDFC securities is used to recruitment of
adviser such as:
6

 Tele Calls
Cold Canvassing
Pamphlet Distribution
Door to Door Marketing

For Selling D-mat product

One of the most important activities for selling D-mat a/c is Channel
Partner/ Financial Advisor. These advisors are the major marketing
activity. They are qualified of criteria of advisor.
For these channel partner HDFC securities gives facilities such as:
Telephone
Xerox

Fax Criteria for Selecting Adviser (Agent)

While recruiting advisors for HDFC securities we have to look for the
prospect that has to fulfill the mentioned criteria below.
Age limit : 18 Yrs Education : 10th pass
Living in Pune : More than 3 yrs

Marketing Activities of HDFC securities

The Marketing function at HDFC securities covers an array of
activities - brand and media management, channel support, direct
marketing and corporate communications. The Brand and Communications
team is in charge of advertising, consumer research, media planning &
buying and Public Relations; that helps develop and nurture HDFC
7

securities corporate identity while effectively communicating its varied

product offerings to the customer. Channel marketing provides support to
the sales force by streamlining the design and development of collaterals and
sales tools across distribution channels.
The Direct marketing team was set up to generate high quality leads
for profitable business. The team achieves this through target database
acquisition and communicating customized product information through emailers, telemarketing and innovative direct mailers.
Marketing activities of ICICI prudential is used to recruitment of
adviser such as: Tele Calls, Cold Canvassing, and Pamphlet Distribution,
Door to Door Marketing. Tele Calls
It is the one of the important tools used for the approach to the
customer. It is not natural market activities. Through tale calling we have to
call the customer and tell them about the business opportunity. And if
possible fix appointment or call them office.

Cold Canvassing
This is one of the fastest way and effective tool to recruit advisers for
the company. Under this method, trainee was sending out in the fieldwork
and then to contact general public. By doing these activities I find out cold,
warm, & hot client. After differentiating them I have convert them cold
client to warm client, warm client to hot client.

Pamphlet Distribution
Pre-printed pamphlet was given to the trainees to distribute in the
market. All this marketing activities are used by HDFC securities
8

These are the marketing activities of HDFC securities for searching and
recruitment of adviser.

Following profile, who can become Advisor:

Retired People
Housewives
Students
Working Employee
C.O.I
V.R.S
Social Workers
9

INDUSTRY PROFILE
10

INDUSTRY PROFILE
Financial instruments are cash, evidence of an ownership interest in
an entity, or a contractual right to receive, or deliver, cash or another
financial instrument.
Financial instruments can be categorized by form depending on
whether they are cash instruments or derivative instruments:
Cash instruments are financial instruments whose value is determined
directly by markets. They can be divided into securities, which are readily
transferable, and other cash instruments such as loans and deposits, where
both borrower and lender have to agree on a transfer.
Derivative instruments are financial instruments which derive their
value from the value and characteristics of one or more underlying assets.
They can be divided into exchange-traded derivatives and over-the-counter
(OTC) derivatives.
Alternatively, financial instruments can be categorized by "asset
class" depending on whether they are equity based (reflecting ownership of
the issuing entity) or debt based (reflecting a loan the investor has made to
the issuing entity). If it is debt, it can be further categorized into short term
(less than one year) or long term.
Foreign Exchange instruments and transactions are neither debt nor
equity based and belong in their own categories.
11

Combining the above methods for categorization, the main

instruments can be organized into a matrix as follows:
Instrument Type
Asset Class
Securities Other cash
Exchange-traded
derivatives
OTC
derivatives
Debt (Long
Term)
>1 year
Interest rate
swaps
Interest rate caps
and floors
Interest rate
options
Exotic
instruments

Debt (Short
Term)
<=1 year
Bond futures
Bonds Loans
Options on bond
futures
Bills, e.g. TBills

Commercial
paper
Deposits
Certificates of
deposit
Short term interest
rate futures
Forward rate
agreements
Equity Stock N/A
Stock options
Exotic
instruments

Foreign
Exchange
Stock options
Equity futures
Foreign exchange
options
N/A
Spot foreign
exchange
Currency futures
Outright Foreign exchange forwards
swaps
Currency swaps
12

VARIOUS FINANCIAL INSTRUMENTS PRESENT IN THE

MARKET:
1. Equity and derivatives
2. Mutual Funds
3. Commodities Trading
4. Insurance (ULIP)

1. EQUITY AND DERIVATIVES:It basically deals with the two stock exchanges:1. National Stock Exchange
2. Bombay Stock Exchange
1. National Stock Exchange:The National Stock Exchange of India Ltd. (NSE), set up in the year
1993, is today the largest stock exchange in India and a preferred exchange
for trading in equity, debt and derivatives instruments by investors. NSE has
set up a sophisticated electronic trading, clearing and settlement platform
and its infrastructure serves as role model for the securities industry.
The standards set by NSE in terms of market practices; products and
technology have become industry benchmarks and are being replicated by
many other market participants. It provides a screen-based automated
Trading system with a high degree of transparency and equal access to
investors irrespective of geographical location.
13

The high level of information dissemination through the on-line

system has helped in integrating retail investors across the nation.
The exchange has a network in more than 350 cities and its trading
members are connected to the central servers of the exchange in Mumbai
through a sophisticated telecommunication network comprising of over 2500
VSATs.
NSE has around 850 trading members and provides trading in over
1000 equity shares and 2500 debt securities. Besides this, NSE provides
trading in various derivative products such as index futures, index options,
stock futures, stock options and interest rate futures.
2. Bombay Stock Exchange
The Bombay Stock Exchange Limited (formerly, The Stock
Exchange, Mumbai; popularly called The Bombay Stock Exchange, or BSE)
is the oldest stock exchange in Asia. It is located at Dalal Street, Mumbai,
India.
The Bombay Stock Exchange was established in 1875. There are
around 4,800 Indian companies listed with the stock exchange and has a
significant trading volume. As of August 2007, the equity market capitalization of
the companies listed on the BSE was US $ 1.11 trillion [2].
The BSE SENSEX (SENSitive indEX), also called the "BSE 30", is a
widely used market index in India and Asia.
Singapore Exchange (SGX) acquired a strategic investment in
Bombay Stock Exchange (5%) for US$42.7m.
14

The BSE SENSEX (also known as the BSE 30 index) is a valueweighted index composed of thirty scrips, with the base April 1979 = 100.
The set of companies which make up the index has been changed only a few
times in the last twenty years. These companies account for around one-fifth
of the market capitalization of the BSE.
Apart from BSE SENSEX, which is the most popular stock index in
India, BSE uses other stock indices as well:

BSE 500

BSE 100

BSE 200

BSE PSU

BSE MIDCAP

BSE SMLCAP

BSE BANKEX

BSE Teck

BSE Auto

BSE Pharma

BSE Fast Moving Consumer Goods (FMCG)

[[BSE Consumer Durables (SYMBOL: Cons Dura)]]

BSE Metal
Securities and Exchange Board of India (SEBI) is a board (corporate
body) appointed by the Government of India in 1992 with its head office at
Mumbai. Its one of the function is helping the business in stock exchanges
and any other securities markets
15

For investment in equity a person must have:1. D-Mat Account

DEMAT (short form of Dematerialization) is the process by which
an investor can get shares (also called as physical certificates) converted into
electronic form maintained in an account with the Depository Participant
(DP).
DP could be organizations involved in the business of providing
financial services like banks, brokers, financial Institutions etc. DPs are like
agents of Depository.
Depository is an organization responsible to maintain investor's
securities (securities can be shares or any other form of investments) in the
electronic form. In India there are two such organizations called NSDL
(National Securities Depository Ltd.) and CDSL (Central Depository
Services India Ltd.). Investor wishing to open Demat account has to go DP
and open the account. Opening the DEMAT account is as simple as opening
the bank account with any bank.
All shares what you possess will show in your DEMAT account, so
you don't have to possess any physical certificates. They are all held
electronically in your DEMAT account. As you buy and sell the shares,
accordingly your shares will get adjusted in your account.
16

2. TRADING ACCOUNT:1. ONLINE TRADING ACCOUNT

Software is provided to the customer and trough that software they trade.
It is for those who have knowledge about market.
2. OFFLINE TRADING ACCOUNT:
A dealer has been appointed to the customer who guides the customers
where to invest how to invest etc.
MUTUAL FUNDS
These are funds operated by an investment company which raises
money from the public and invests in a group of assets (shares, debentures
etc.), in accordance with a stated set of objectives.
It is a substitute for those who are unable to invest directly in equities
or debt because of resource, time or knowledge constraints. Benefits include
professional money management, buying in small amounts and
diversification.
Mutual fund units are issued and redeemed by the Fund Management
Company based on the fund's net asset value (NAV), which is determined at
the end of each trading session. NAV is calculated as the value of all the
shares held by the fund, minus expenses, divided by the number of units
Issued.
17

COMPANY PROFILE
18

HDFC Bank Limited.

The Housing Development Finance Corporation Limited (HDFC) was
amongst the first to receive an in principle approval from the Reserve Bank
of India (RBI) to set up a bank in the private sector, as part of the RBIs
liberalization of the Indian Banking Industry in 1994. The bank was
incorporated in August 1994 in the name of HDFC Bank Limited, with its
registered office in Mumbai, India.
HDFC is Indias premier housing finance company and enjoys an
impeccable track record in India as well as in international markets. Since its
inception in 1977, the Corporation has maintained a consistent and healthy
growth in its operations to remain the market leader in mortgages. Its
outstanding loan portfolio covers well over a million dwelling units. HDFC
has developed significant expertise in retail mortgage loans to different
market segments and also has a large corporate client base for its housing
related credit facilities. With its experience in the financial markets, a strong
market reputation, large shareholder base and unique consumer franchise,
HDFC was ideally positioned to promote a bank in the Indian environment.
HDFC Banks mission is to be a World-Class Indian Bank. The
objective is to build sound customer franchises across distinct businesses so
as to be the preferred provider of banking services for target retail and
wholesale customer segments, and to achieve healthy growth in profitability,
consistent with the banks risk appetite. The bank is committed to maintain
the highest level of ethical standards, professional integrity, corporate
governance and regulatory compliance. HDFC Banks business philosophy
is based on four core values - Operational Excellence, Customer Focus,
Product Leadership, people
19

HDFC Bank is a young and dynamic bank, with a youthful and

enthusiastic team determined to accomplish the vision of becoming a worldclass Indian bank.
Business philosophy is based on four core values - Customer Focus,
Operational Excellence, Product Leadership and People. We believe that
the ultimate identity and success of our bank will reside in the exceptional
quality of our people and their extraordinary efforts. For this reason, we are
committed to hiring, developing, motivating and retaining the best people in
the industry.

MISSION AND BUSINESS STRATEGY OF HDFC BANK

Their mission is to be "a World Class Indian Bank", benchmarking
ourselves against international standards and best practices in terms of
product offerings, technology, service levels, risk management and audit &
compliance. The objective is to build sound customer franchises across
distinct businesses so as to be a preferred provider of banking services for
target retail and wholesale customer segments, and to achieve a healthy
growth in profitability, consistent with the Bank's risk appetite. We are
committed to do this while ensuring the highest levels of ethical standards,
professional integrity, corporate governance and regulatory compliance.
20

HDFC business strategy emphasizes the following:

Increase our market share in Indias expanding banking and financial
services industry by following a disciplined growth strategy focusing
on quality and not on quantity and delivering high quality customer
service.
Leverage our technology platform and open scaleable systems to
deliver more products to more customers and to control operating
costs.
Maintain our current high standards for asset quality through
disciplined credit risk management.
Develop innovative products and services that attract our targeted
customers and address inefficiencies in the Indian financial sector.
Continue to develop products and services that reduce our cost of
funds.
Focus on high earnings growth with low volatility
21

HDFC Securities profile

HDFC Securities, a trusted financial service provider promoted by
HDFC Bank and JP Morgan Partners and their associates, is a leading stock
broking company in the country, serving a diverse customer base of
institutional and retail investors
HDFC securities provide investors a robust platform to trade in
Equities in NSE and BSE, and derivatives in NSE. Our website will support
you with the highest standards of service, convenience and hassle-free
trading tools.
Their research team tracks the economy, industries and companies to
provide you the latest information and analysis. Our content offers financial
information, analysis, investment guidance, news & views, and is designed
to meet the requirements of everyone from a beginner to a savvy and wellinformed trader. With HDFCsec.com, we get:

Speed:
Their state-of-the art technology enables to instantly trade on the BSE and
NSE.

Convenience:
We can trade with online or on the phone from the convenience of our home
or office. Use the 3-in-1 Advantage account to seamlessly move funds and
securities across our bank DEMAT and trading account. This way, we do
not have to issue cheques or delivery instructions.
22

Transparency:
With their trusted pedigree, we can be assured that we get the best services
in a transparent manner. By broking with them, we are in total control of our
funds and stocks.

Expertise:
This Group has decades of experience in providing financial services to
customers in a transparent and trusted manner. They have a dedicated,
motivated and experienced team of professionals to provide us top class
service.

Timely and Relevant Information:

They realize the importance of making information available to us as it
happens. Empowered with the latest news, developments and research, we
will be able to take informed decisions.

Customer Interest:
For the customers, their interest comes first. They endeavor to provide high
quality investment services, in a simple, direct and cost-effective way to help
us achieve our financial goals.
23

PRODUCT PROFILE
24

Saving Account DEMAT Account

ABOUT PRODUCT (D-mat A/c)

(3-in-1 Product)

ALL THREE ACCOUNT LINKED WITH EACH OTHER

Online Trading Account
25

 In case of 3-in-1 A/c

3-in-1 A/c
Saving Account
Online Trading A/c
New D-mat Account Opening Charge for 3-in-1 A/c (Normal)
For Saving A/c 5,200/ For Trading A/c 799/ For DEMAT A/c - Free

DEMAT A/c
26

 In case of 2-in-1 A/c

New D-mat Account Opening Charge for 2-in-1 A/c (Normal)
For Saving A/c Already exist
For Trading A/c 799/ For DEMAT A/c - Free
DEMAT A/c

2-IN-1 A/c
27
ONLINE TRADING A/c

 In case of 1-in-1 A/c

1-IN-1 A/C
ONLINE TRADING A/C

New D-mat Account Opening Charge for 1-in-1 A/c (Normal)

For Saving A/c Already exist
For Trading A/c 799/ For DEMAT A/c Already exist
28

Other charges as per the condition:

NRI Indian: Rs. 2250/Resident Indian: Rs. 799/- (Open Market)
Rs. 399/- (HSL/HDFC/Bank Employee)
Rs. 399/- (Classic / Preferred)
Rs. 499/- (Senior Citizen / Corp Sal >25k)

Brokerage charges:
Delivery based transactions: @ 0.50% of the transaction
value or a minimum brokerage of Rs.25/- (Rs.100/- for
NRIs)
Square off Trades: @ 0.05% on both legs (Minimum
transaction value is Rs. 1000/-)
Other levies: Service Tax: 12.36% (on brokerage)
STT (Service Transaction Tax): 0.125% (on transaction
value for delivery based) and 0.025% (for square off trades:
Only Sell Side)
29

OBJECTIVES OF THE PROJECT

30

OBJECTIVE & SCOPE OF the Project

OBJECTIVE
The objective behind conducting this project is as followed:Primary objective
To find out the people who is willing to be an agent for HDFC
Securities.
To find potential customer of HDFC Securities who involved in
trading activities and generate the business for HDFC Securities.
Secondary objective
To know and understand the thinking and perception of different
people about D-mat account and online trading account and share
market
To see the interest of people to be an agent for HDFC Securities.
To create the image about HDFC Securities financial product.
Promotion of the product.
Scope of Study:1. To analyze the potential for various HDFC securities products..
2. To reduce the number of walk in customers for minor inquiries.
31

RESEARCH METHODOLOGY
32

RESEARCH METHODOLOGY
1. Gaining the fundamental knowledge of financial terminology and the
financial product to be sold.
2. Gathering of data base related to the potential client and contacting them
to fix up the meeting.
3. Briefing the future of financial product available for promotion,
considering the personal investment need of the potential clients.
4. Follow up of the clients in order to finalization of sales of the financial
products.
5. Communication with company guide in order to get the feedback about
the methodology of convincing the potential client and asking for the
required investments.
The study is based on the primary & secondary data. The primary data
random sample survey method is followed for data collection. Respondents
were asked to fill the feedback form corporate sector was targeted here cos.
Like includes personal visit, telephonic information & guidance from the
company mentor while the secondary data includes books and magazines
related to market and the database of existing clients of HDFC Securities.
Data collected from official website of HDFC Securities
(www.hdfcsec.com)
Data collected by referring to the database already existing in the
company
Data is being collected from various sources like: Observation Method
Telephonic Information
33

DATA COLLECTION
34

Process of Data Collection

Formulation of Objective
Selection of Sample Size
Questionnaire Preparation & filling up
Data Collection
Findings
Calling the Prospect & Generating appointments

Meeting the Prospect and Converting them

into HDFC Securitiess client.
35

Research Methodology:PART I
Sampling Design
Sampling Method: Non probabilistic Judgmental Technique
Geographical Area: Pune [F.C Road, Deccan, Shivaji Nagar, Aundh,
Pimpri, Wakad, Chinchwad]
Sample Size:
100 investors

Data Collection
Primary Sources
(i) Questionnaires to obtain the perception of investors.
(ii) Interview from investment managers/consultants.
Secondary Sources
(i) Books.
(ii) Statistical data from magazines, newspapers, journals and internet.
36

Data Analysis
Analyzing the responses from questionnaires and interviews to draw
inferences.
Comparing funds against benchmark indices to judge performance.
Statistical Tools
Tables, Charts and Data Analysis tools from MS-excel .
37

PART II
CHANNEL RECRUTIMENT
Second and major part of my summer project was to recruit the
AGENTS.
This was the new branch that is situated at F.C. Road so there was
required of Channel of Agents and Team Leaders. So recruitment of Agents
for OPENING THE DEMAT ACCOUNT was given to me as my second
assignment.
This was not a easy work because there are many people who is
searching a job, they could join it easily because it was without any fee but a
small interview. But to hire potential Agent who could bring the business for
company was important.
For hiring the potential agents I had prepared list of my prospect.
Working as an agent in financial sectors.
L.I.C. agents
Working at junior or middle level in organization for desire to earn
some extra money.
People who is working in different channels of HDFC Ltd.
Student who is seeking part-time job.
I have prepared a broacher with following content by which I awarded
to my prospects about the Agents job profile and their payment structure.
38

AGENTS RECRUITMENT BROUCHER

Why will you join HDFC SECURITIES?
Big name HDFC You can take it as a part time job. [Can work with other job]
You can join without any fee. Commission as well as attractive Bonus.
Future growth
What would be your job?
To make the client for D-mate account
What is the structure of Commission and Bonus?
If you make a client [NCA], If it is
3-in-1 A/C Rs. 500 2-in-1 A/C - Rs. 400 1-in-1 A/C - Rs. 300
If client makes trading [C2T] - Rs. 500
Bonus [for a month]
*10 NCA - Rs. 2000 *15 NCA - Rs. 3000 *20 NCA - Rs. 5000
(* 20% NCA should trading.)
39

How much you can earn in a month?

If you make 15 client If you make 20 client Of 3-in-1 A/C. Then, Of 2-in-1 A/C.
Then,
15 NCA * 500 = Rs. 7500 20 NCA * 400 = Rs. 8000
10 C2T * 500 = Rs. 5000 20 C2T * 500 = Rs. 10000
Bonus = Rs. 2000 Bonus = Rs. 5000
Rs. 14500 Rs. 23000
If you make 20 client In which 5 are 3-in-1, 10 are 2-in-1, and 5 are 1-in-1. Then,
5 NCA * 500 = Rs. 2500
10 NCA * 400 = Rs. 4000
5 NCA * 300 = Rs. 1500
20 C2T * 500 = Rs. 10000
Bonus = Rs. 5000
Rs. 23000
BENEFITS
Not daily reporting Phone facilities Internet facilities No target
Learning with earning
40

Requirement for an Agent.

Hardworking & Committed Desire to earn. Minimum qualification SSC
Requisite Documents for Recruitment of an Agent
Pan card or its acknowledgement [Xerox] Address proof [Xerox] Mark
sheet of any qualification above to SSC [Xerox] Resume 2 recent photos
41

PART III
Third and last part of my project was PRODUCTIVITY OF DEMAT
ACCOUNT.
I had done following work in this part: Lead Generation from HDFC Bank ATM
Companies providing salary A/C in HDFC Bank.
Through Internet [from Just Dial Site]
Cold calling
Tele calling
Referral calling
Sent the P.P.T. via E-mail to people on offering the DEMAT A/c
by HDFC Sec.
42

DATA ANALYSIS
&
INTERPRETATION
43

DATA ANALYSIS & INTERPRETATION

Q1. Do you invest regularly in share market?
YES 89
NO 11
TOTAL 100
Percentage of People Making any Investment
Yes, 89%
No, 11%
No

Analysis:
It has been observed that approximately 90% of the correspondents
invest in some or the other financial instrument. Though the percentage of
choice of investment may vary due to different factors such as age,
education, risk etc.
44
Yes

Q2) what is your perception about investment in share market?

SAFE 12 RISKY 88

Perception About Online Trading Account

12%
88%
Risky

Analysis:
according to survey we can say that 88% of people think investing in
share market is Risky and only 12% of people think
Its safe.
45
Safe

3. What percentage of your income do you invest?

Below 10% 30
10%-30% 57
30%-50% 10
Above 50% 3

Percentage of Income Invested

57 60
50
40
30
20
10
10
3
0
Below 10% 10-30% 30-50% Above 50%

Analysis:
About 60% of people said that they invest between 10%-60% of
their total income in some or other types of financial tools. A major chunk of
people belonging to this segment are young, large disposable income and
have a little knowledge about investment and are willing to take risk.
30

46

Q4. What features/attributes do you except from a bank while

opening online trading account?
45%
41% 40%
35%
30%
25%
21% 20%
17%
15%
13%
10%
8%
5%
0%
1
Quick service
Variety of Products

Analysis:
When a customer visits any bank the first and foremost thing he looks;
how quickly he is served and how his problem is entertained by the bank
employee that is why in this bar most of customer prefer quick service.
Second thing customer wishes to have proper information regarding their
queries. One thing in this bar also really significant is, factors like, less
formalities of document while opening an account, variety of product do not
make a big impaction customer behavior for opening an account in any bank
if its service is efficient. So service sector like banking preference should be
given to make a prompt and customer friendly service channel. For this
focus must be given to make a prompt and customer-friendly service
channel. For this focus must be given to make well informed and pro-active
employee along with work should be executed technologically rather than
manually.

Proper Information
Working Hour

47
Less Formalities

Q5Which factor among the following influenced you to open

on line trading account in HDFC securities?
50%
45%
40%
36% 35%
30%
25%
20%
8%
0%
1 15%
Prospectus
10%
5%

Analysis:
As it is said a satisfied a customer is the best medium for an
advertisement since in this bar friends and relatives have play a key role in
opening the accounts for others, which implies that securities real customers
are satisfy enough with the facilities available on the products and the
services enjoyed by them .HDFC securities employees more or less has also
been good performer in their respective domain. Friends and relatives has
been a key factor in generating the awareness about securities product as
well as facilities that is made to available on them in the peoples mind
.HDFC Securities employees have also been informed and have the ability to
convert potential customers according to ability.
46%
10%

48
Friends and Relatives
Advertisement Bank Employee

Q6. Your remark on Online Trading Account services of

HDFC securities?
Poor

Analysis:
As this bar is showing at what level people are satisfied with online
trading account, with its unique facility, features and ability to serve all the
needs of customers because by and large it can be said 75% people of this
bar are saying good to trading account, this implies that this product has
been a leading product and is still an attractive product of the HDFC
securities. Reason for this could be different type of facilities associated with
this product, which are rendering true value to the customer and marketing
people are also very much devoted to give the best from this part. Effort
must be given to know why they are people who are still saying average and
poor about saving account and what are factors that are going wrong with
that segment of people.
24%
40%
32%
4%

49
Good
Excellent
Average

Q7. In comparison to other securities firms how would you

rate HDFC Securities?
45%
40%
35%
30%
25%
20%
15%
Good Average Excellent Can't Say Poor

Analysis:
Rating of any bank depends on its overall performance in the eyes of
the people. This bar is vividly showing that the performance of HDFC Bank
has been good because in such a short span of its existence in this city with
strong competition from major public sector bank like SBI and other private
banks. Reason for this could be, it has occupied a different position in the
people mind with its customer friendly products and to serve them an
efficient and prompt banking system
10%
4%
5%
0%
44%
24%

50
20%
8%

Age Group
45%
40%
35%
30%
25%
20%
15%
10%
25 to 40 Years 40 to 55 Years Less than 25 Years Above 55 Years

Analysis:
After looking this bar, it can be said the middle-aged group are the
main customer of the bank as they have occupied almost 75% of this graph.
It means they have more access on the all features, which are really useful
for them. It can be said Saving Account a leading product of Kotak
Mahindra Bank has successful to attract a major Chunk of people as far as
age factor is concerned. But the young and old age group people have been
less attractive on this leading product of Kotak Mahindra Bank, which is fast
area of concern. So collectively it can be said a huge potentiality, is still
available for this product.

Age Group
25 to 40 Years, 44%
40 to 55 Years, 28%
Less than 25 Years, 16%
Above 55 Years, 12%
5%
0%

51

SWOT ANALYSIS
52

SWOT ANALYSIS
SWOT Analysis is a best way to view the organizations strategic situations.
It helps to form a basis for deciding on the extent to which a change in the
strategy is necessary.

Strengths:
One of the leading Securities firm.
An HDFC security is fully customer centric firms.
Strong research backed advisory service.
Offers a wide range of products and services to its corporate and retail
customers.

Weaknesses:
Limited number of branches.
Average promotional activities.
53

Opportunities:
The signs of Indian economy reviving have created a lot of opportunities
for the company.
Foreign banks, long used to a special dispensation in term of capital
calculations, now have to play by tough new rules in India. The problems
for foreign banks may turn out to be opportunity to private banks in India
and they would stand to be the largest gainers/from restructuring and exit
of foreign banks.

Threats:
Increased competition from foreign banks which have begun to foray into
financial services segment will pose a threat to the companys market
share and hence its bottom lines.
54

OBSERVATION & FINDINGS

55

Observations and Findings

In this project I have analyzed many aspects, visited many person to recruit
them as advisor for HDFC securities. In this duration, what I have found isIt is to some extent difficult to convince them to work as advisor. This
is not only thing what I have found. There are many causes and sub causes
are driving it. This is a universal truth, selling an intangible thing is much
more difficult. Recruiting the advisor is the same. This is general perception
of the common people that selling the D-mat a/c is much difficult. This is to
some extent right but not 100%. It requires some skills but more of that selfconfidence. It comes after worth; first, it is important to analyze more causes
and effects that drive less interest to be advisor. I have already shown
different causes and effects through causal loop diagram. Let us see one by
one.
There are fore main and close causes that drive low interest. These are
as it is.
Lack of awareness: - Most of the people are not aware about the
role of advisor. When we tri to make them convince then the first
things comes to their mind is agent. It hearts their ego. They think it is
very foolish kind of job. Agents never get respects from other. It
reflects that they are not properly aware about it. This is a mind set
and it is very hard to convince but not impossible. I think there is
nothing like impossible. The word impossible says it self I M
Possible. The thing is only that how you are going to approach. First
and foremost you should make them aware about all the aspects like
56

their benefits, its future, how much respect they will get, how much
time it will consume, how they can do many jobs at a time, how much
return they will get etc. after that they raise different objections. It is
the stage where most of the recruitment advisors fail. If you will not
satisfy their objections, it is quite clear they are not going to take
interest in you. Successful objection handling is key to our success
and it gives full knowledge to the people.
Lack of proper guidelines: - This is another big cause, which
leads the main problem. This is also related to first one. Due to lack of
proper techniques, recruitment advisor fails to give proper guideline to
the people. At this moment, we just loose the trust. It is well known
that once you will misguide some one it is very difficult to regain their
trust. Same thing happens here and we claim otherwise. Therefore,
there is a need of taking some steps. It has some more sub-causes that
lead it. This is what I will mention later.
Fear of failure: - It is a bigger problem that happens with every
body. It is said that always have a high thinking. In the word of
hnbl. Presedent Mr. A. P. J. Abul Kalam that high thinking
converts into willingness and it converts into the way to achieve
our targets. Those people who have fear of failure it is quite certain
he will be failure. If we talk about insurance, such kind of thinking is
seen much. People always think, this is the toughest work that I
cannot do. However, I think there is nothing easy to do. We should
have a will power to do that. In present scenario, what I have observed
is recruitment advisor it self is not confident. They go to people
57

having a fear in their mind. It gives a wrong impact on others.

Recruitment advisor itself makes them realize how difficult it is. In
this case people to whom we go for recruitment loose their confidence
and refuse to be advisor.
Self-Ego: - This is again a big issue that comes under one of the
close cause that leads low interest in the mind of common people to
be Advisor.
58

FINDINGS
1. The promotional activity of HDFC securities is quite average.
2. Majority of the customers have said that, because of the unique
products they have attracted towards HDFC i.e., 55% and second
factor is the service i.e., 33%.
3. As per the analysis of the data it was found that majority of the
customer wants to grow their money through Mutual Funds and
Insurance.
4. Most of the customers of HDFC securities have said that they havent
advised by the HDFC about various investment schemes.
5. Around 50% of the customers have said that HDFC is taking care of
financial/banking needs.
6. As per my study and analysis majority of the customers are quite
satisfied with HDFC.
7. As per the data analysis 27% of the non-existing customers do not
know about the HDFC..
.
8. Most of the non-existing customers were not getting the following
facilities from their securities firms, which they want: Free value
added services, fast processing.
59

LIMITATIONS
60

LIMITATIONS
During conducting this research work I came across the following
limitations:
1) Though I got much time to complete the project but due to the time
factor there arises some problems to carry out study with almost
precautions.
2) The HDFC securities have taken so many days to provide the
secondary datas.
3) Sometimes the respondents were not available at their places.
4) Some of the respondents refuse to give the important information best
known to them.
5) Doing a survey is very expensive for anybody.
6) I had got to go in sun and rain for data collection.
However, in spite of these limitations all efforts have been putted to make
the report correct, genuine and fulfilling the objectives of the reports.
61

RECOMMENDATIONS
62

RECOMMENDATIONS
HDFC should promote their securities through
advertisements or through other channels. So that everybody
should get aware of this securities firm.
HDFC should advise their customers regularly about their
various investment schemes.
Mobile banking provided by the HDFC is not working
properly, so HDFC should take this into consideration and
try to eradicate such problems.
A HDFC employee doesnt have proper product knowledge
due to which sometimes customer gets confused. So HDFC
should provide product training sessions to their employees.
Time to time HDFC should take their customers feedback,
so that they can assess themselves.
Equal importance should be given to retain the customers as
it given at the time of opening D-mat accounts.
The company needs to create awareness, as people are
unaware about the types of financial instruments available in
the market.
63

CONCLUSIONS
64

Conclusions:
The signs of Indian economy reviving have created a lot of
opportunities for the company.
Foreign banks, long used to a special dispensation in term of capital
calculations, now have to play by tough new rules in India. The problems for
foreign banks may turn out to be opportunity to private banks in India and
they would stand to be the largest gainers/from restructuring and exit of
foreign banks.
People have started investing in Modern Investment
Products but still investment in FDs and Insurance is more.
65

BIBLIOGRAPHY
66

BIBLIOGRAPHY
Bibliography includes references, books, magazines, web sites and
newspapers that are used during any research. I used following bibliography
during my research project.

Books
Kothari, C.R., Research Methodology, New Delhi, New Age
International Ltd.
Kotler Philip, Marketing Management, 2003 Edition, New
Delhi, prentice hall of India.
Schiff man, L.G, kanuk, L.L,Consumer behavior, Pearson
education, year 2003-04, seventh edition.

WEBLIOGRAPHY
INTERNET
www.hdfcsecurities.com
www.yahoosearch.in
www.google.com
www.rbi.in
www.wikipedia.org
67

ANNEXURE
68

ANNEXURE
QUESTIONNAIRE
(FOR GENERAL)
Dear Sir/Madam I am management student conducting a survey on HDFC Bank Ltd.,
(PUNE). I shall be very thankful, if you give your few minutes to me for answering few
questions given below. Every information given by you will be only for answering few
questions given below. Every information given by you will be only for academic
purpose.
Name............................................ Address................................
Sex............................................... ...........................................
Age............................................... ............................................
Occupation.....................................

Q.1.Do you invest regularly?

a) Yes b) No

Q.2 what is your perception about online trading account?

a) Safe b) Risky
69

Q.3. what percentage of your income do you invest?

a) Below 10% c) 30% to 50%
b) 10% to 30% d) Above 50

Q4. . Please specifies your annual income?

a) Less than 1 Lakh c) 3 to 4 Lakh
b) 1to 2 Lakh d) More than 4 Lakh

Q.5. what features/attributes, while opening an account do you expect from a

bank?
a) Quick Service c)Variety of Products
b) Proper Information d)Less formalities of documents

Q.6. If yes, which features compelled you most to open an account in HDFC
Securities?
a) Quick Service b) Variety of Products
c) Proper Information d) Less formalities of documents

Q.7. Who influenced to open a trading account in HDFC Bank?

a) Bank employees c) Advertisement
b) Prospectus d) Friends
70

Q8. Would you recommend anyone to open an account in HDFC Bank?

a) Yes b) No

Q 9. Your remark on trading Account with HDFC securities?

a) Excellent c) Average
b) Good d) Poor
______________________________________
71