We take this opportunity to express our sincere thanks & deep sense of gratitude to our Director Dr.Sharad Joshi We also express our sincere thanks to my project guide Prof. Mrs. Prof. Smita Sovani it is highly difficult confine in words. Our gratitude to them for their able guidance & spontaneous solutions to any problems that cropped out during our course of work. Finally we express our thanks to all staff members & our friends who have directly or indirectly helped in complication of this project. I heartily thank to Mr. Rajesh Kadam survey. for providing the information regarding the customer satisfaction

Place: Date:(Amit U chaugule)


1.1 - Methodology 1.2 - Objective of the study 1.3 - Importance of the study 1.4 - Scope of the study 1.5 - Limitation of the study 1.6 - Chapter scheme


Indian Stock Market Overview 4 .1 .4 .Theory of Investing 3.3 .what the customer expects and satisfaction level 3.3.5 .2 .what is customer satisfaction 3.Customer Satisfaction Management Process 3.

About ICICI direct.Products and Services 5 .2 .1 .2.com 2.

1 Findings 6 .5.

2 Suggestions 5.5.3 Conclusion 7 .

INDEX Chapter Chapter I Chapter II particular Introduction to the study Profile of the organization Page nos. 8 54 . 1 8 28 44 Chapter III Theoretical background Chapter IV Data Interpretation and Collection Chapter V Findings and Suggestions.

Conclusion Chapter VI Annexure Chapter VII Bibliography 57 59 9 .

Primary market is popularly known as new issue market. The online investment option of ICICI Direct is safest way to the investor to invest in Mutual Fund. Customer can log on at any time. The stock exchanges are known as secondary market. sample design is determined before data allotted. Bonds and Postal Saving. A person desirous of buying /selling shares in the market has to first place his order with a broker.com. provides the online share trading and holding of the scrip’s. 10 . Secondary market is an important component of capital market. perception and opinion etc of the existing customers of the ICICI direct. on has to understand how it works. To learn more about how customers can earn through the stock market. This survey also tells about the satisfaction of the customers towards the services provided by the ICICI direct.com. during or after trade hour and place an order. The shares purchased will be sent to purchaser by the broker either in physical or demat format. The order stays in the queue exchanges system and gets executed when the order logs on the system within buy limit that has been specified.com. 1. through online automated order processing system provided by the company.ICICIdirect.1 Methodology Sampling design: A sampling design is a definite plan for obtaining a sample from a given sample limit.com thrives continuous endeavor to satisfy its customers and provide them with the highest level of convenience. It refers to technique or procedure the researcher would adopt in selecting items for the sample. When the buy order of the shares is communicated to the broker he routes the order through his system to the exchange. Customer can buy and sell securities on the stock exchanges. (b) Secondary market. the changing scenario of the today’s Hitech business era ICICI direct. Survey reveals the needs. IPO.Introduction to study The capital market consists of two kinds (a) Primary market.

The question can secure the relevant facts or opinion from informal and interested respondent included in the sample survey. Research approaches :There can be four ways of collecting data observation focus. graph and experimental. Secondary Data: It already exists data. Primary Data: Primary data is a data collected for the first time and which is new to the study. Research instruments:Research instruments used for collecting primary data is questionnaire for this study the research instruments used was questionnaire. Primary Data has been collected through the questionnaire from existing customer of ICICI direct. 11 . Sample size: The Sample limit has 100 customers. Questionnaire: A Questionnaire is a set of question with or without blank space for recording answers. These study closely related to survey method.com etc which helped to the researcher in study.com. which has collected through magazines and internal document of the organization. Pune branch.Sample units: Here the ICICI Direct. Researcher had taken the help of the questionnaire for this survey of the customer satisfaction. website of icicidirect.com existing customers are the sample unit for taking the feedback regarding the level of customer satisfaction.

com.com. To know the consumer behavior of the Customers of ICICI direct. are mostly attracted by the customers.com. 2. 12 .com 3. To know the reason for which the customers are attracted towards ICICI direct.com.1.2 Objective of the study The main objective of the study was the survey of the level of the customer satisfaction with reference to ICICI direct. To study the efforts taken by management for the purpose maintaining quality and services in the customer satisfaction. 1. 4. To study the efforts taken for to achieve the customer satisfaction towards the ICICI direct. To know which services provided by ICICI direct.

The study may help to organization to improve their quality in dealing its customers. The study will be useful to organization in content of understanding customer satisfaction and it will also useful to organization in relation to possible modification in present market system. The study may help the organization to plan future policies and strategies for better costumer satisfaction.3 Importance of the study 1. The project study will be help in finding solutions of the problem faced by customer and the problems faced by the organization. The study will be remaining as guidance for the organization for better customer satisfaction. The study will be useful to the other experts and the student’s researchers to study in the same area. 4. 3.1. 13 . 6. 2. 5.

As subject to the products limited to the study to the Pune district.4 Scope of the study The scope of the study was limited to Pune city. For every research work the study may have geographical conceptual scope. As the sample size was 100 customers only.1. 14 . The survey conducted will give the details about the customer satisfaction level responding product and services. In today’s cutthroat competition to increase the market share there is need to satisfy the customer’s needs and wants. For this purpose all organizations are required to conduct research work to understand customer’s needs and expectation from the company.

The study was limited carried out in Pune and its vicinity with sample size of 100 2.1. 5. 3.5 Limitations of the study 1. Time was a constraint in study as only 50 day allotted. 6. Even then a genuine attempt has been made to get correct data from them. Sample drawn need not be true representative and may have led to same Sampling error. Suggestions are not verified. 15 . Financial factors are not considered. The information gathered was based on customers’ response to questionnaire. 4.

Bibliography 16 . Chapter 2:. Chapter 6:.The next chapter is about the Profile of the Organization in which about the ICICI direct.6 Chapter Scheme Chapter 1:.This chapter consists of Data collection and Interpretation.The first chapter is about the introduction to the study in which it defines methodology. Chapter 3:. Product’s and services of the ICICI direct.com.Annexure Chapter 7:.1. objectives of the study. importance of the study etc. Stock idea and research product. and what customer expect from the organization and customer satisfaction management process etc.This chapter is of the findings and suggestions. Chapter 5:. The data interpretation is done by the help of questionnaire filled from the existing customers. market share of the ICICI bank etc. The suggestions are on the basis of the survey done by the researcher. scope and limitation to the study. History of the ICICI bank. Chapter 4:..Theoretical background consists of the customer satisfaction..com.

Organization Profile Home Page of ICICI Direct.com Home Site map Careers Hassle free investing Login Trading News Market Commodity Derivatives Charts Research Mutual Personal Customer funds finance service 17 .

Trust: ICICI direct.com is a fast. Mutual fund and other financial product ICICI direct offers to the customer a unique 3 in 1 account.2. When customer place a buy or sell order with ICICI direct the system checks the fund and shares available in customer bank and demat account respectively and execute the trade on exchange online the bank and demat account is automatically debited or credited. 18 . easy transparent and hassle free way to trade in shares ICICI direct offers to the customer a wide choice of product for investing in the stock market It also allows the customer to invest in postal saving. Convenience: The 3 in1 accounts integrate banking broking and demat account. Trading with ICICI direct. Customer can easily buy or sell the shares in primary and secondary market. Control: With ICICI direct. Independence: Through ICICI direct.1 Introduction ICICI direct is product of ICICI securities Ltd. an organization trusted by millions of Indian. This enables the customer to trade in shares without going through the hassles of tracking settlement cycle writing cheque and transfer instruction.com is part of ICICI group.com customer get an order confirmation instantly.com place an order pronto. Speed: Customer can get the latest quotes of scrip’s on ICICI direct.com customer can manage their own demat and bank account directly and indirectly.

1972 Second entity in India to set-up merchant banking services. Mr. 1977 19 .A.5%. which was oversubscribed. ICICI also among the first Indian companies to raise funds from International markets.G.Ramaswami Mudaliar elected as the first Chairman of ICICI Limited ICICI emerges as the major source of foreign currency loans to Indian industry. Parekh appointed as the third Chairman of ICICI.Mehta was appointed the 2nd Chairman of ICICI Ltd. 1969 First two regional offices in Calcutta and Madras were opened.L. 1961 The first West German loan of DM 5 million from Kredianstalt was obtained by ICICI. 1967 ICICI made its first debenture issue for Rs. H. 1960 ICICI building at 163. the Government of India and representatives of Indian industry.6 crore. with the objective of creating a development financial institution for providing medium-term and long-term project financing to Indian businesses. 1958 Mr. Besides funding from the World Bank and other multi-lateral agencies. T.History of ICICI 1955: The Industrial Credit and Investment Corporation of India Limited (ICICI) incorporated at the initiative of the World Bank. Back Bay Reclamation was inaugurated. 1956 ICICI declared its first Dividend at 3. Mr.

1988 ICICI promotes TDICI . ICICI commences leasing business. the first public issue by any Indian equity in the Swiss Capital Market. James Raj appointed as the fourth Chairman of ICICI. ICICI promotes Shipping Credit and Investment Company of India Limited. 1985 Mr.ICICI sponsors the formation of Housing Development Finance Corporation. Managed its first equity public issue 1978 `Mr. 1987 ICICI signed a loan agreement for Sterling Pound 10 million with Commonwealth Development Corporation (CDC). 1982 Becomes the first ever Indian borrower to raise European Currency Units.Siddharth Mehta appointed as the fifth Chairman of ICICI. First public issue by an Indian entity in the Swiss Capital Markets. 1986: ICICI first Indian Institution to receive ADB Loans. (CRISIL) India's first professional credit rating agency. 1979 Mr. the first loan by CDC for financing projects in India.India's first venture capital company. 1984 Mr. S. Nadkarni appointed as the sixth Chairman of ICICI. 20 . ICICI along with UTI sets up Credit Rating Information Services of India Limited.N. (SCICI) The Corporation made a public issue of Swiss Franc 75 million in Switzerland.Vaghul appointed as the seventh Chairman and Managing Director of ICICI.

K. Morgan. ICICI announces takeover of Anagram Finance. house loans and loans for consumer durables.Kamath appointed the Managing Director and CEO of ICICI Ltd 1997 ICICI was the first intermediary to move away from single prime rate to threetier prime rates structure and introduced yield-curve based pricing. 1999 ICICI launches retail finance . 1998 Introduced the new logo symbolizing a common corporate identity for the ICICI Group.1993 ICICI sets-up ICICI Securities and Finance Company Limited in joint venture with J. ICICI announces merger with SCICI. 1996 ICICI becomes the first company in the Indian financial sector to raise GDR. ICICI announces takeover of ITC Classic Finance. 21 .V. 1994 ICICI sets up ICICI Bank. ICICI becomes the first Indian Company to list on the NYSE through an issue of American Depositary Shares. Mr. The name "The Industrial Credit and Investment Corporation of India Limited” was changed to "ICICI Limited". P. ICICI sets up ICICI Asset Management Company.car loans.

ICICI Bank announces merger with Bank of Madura. Merger of ICICI Limited. 2002 Moody’s' assign higher than sovereign rating to ICICI. 2001 The Boards of ICICI Ltd and ICICI Bank approved the merger of ICICI with ICICI Bank.2000 ICICI Bank becomes the first commercial bank from India to list its stock on NYSE. ICICI Capital Services Ltd and ICICI Personal Financial Services Limited with ICICI Bank. 22 .

110001. 18.44010. Nagpur. ICICI Bank Ltd. Law College Square. Connaught Place N Delhi. Punjagutta Hyderabad 500082 ICICI Bank Ltd. Regional Office 114. Barakhamba Road. ICICI Center. Regional Office ASegrilla Garden. 73/1 Krishna Ground Floor. Alkapuri Baroda-390007 ICICI Web Trade Ltd. Ahmedabad.115 Arunachal Bldg.June Road. shop No 6. ICICI Bank Ltd Regional office Rizvi Towers. 4th Floor Bund Garden. ICICI Bank Ltd. ICICI Bank Ltd. Pune-411001. Appasaheb Marathe Marg. Floor Near Mawah Petrol Pump. GR. Bhubaneshwar Chandigrah Chennai Goa Hyderabad New Delhi Nagpur Pune 23 .38009 ICICI Bank ltd. Nagargun Hills. sum Complex c6 road near stadium circle. shop No 42 Ground Floor. infantry road Ban galore ICICI Bank ltd. 99 Janpath Bhubaneshwar Orissa. ICICI Bank Ltd. Prabhadevi Mumbai400025 REGION Ahmedabad Ban galore Baroda ADDRESS ICICI Bank ltd. Wellington plaza.ICICI Securities Ltd branches Corporate office: ICICI Securities Ltd Stanrose House. saint innex Goa 403001. 90 Anna Salai Chennai600002. 2nd Nerrla House No-4. West High Court Road. regional office Landmark bldg Racecourse circle gotri Road. sco 181/182 1st floor Sector 9-C Chandigrah-160017.

Segment Manager AUM.Organization Chart PM – Product Manager RPM – Regional Product Manager SM.assistant Unit Manager Agents 24 .

Pick of week features fundamental stock with a top line growth of 35% the invvestment time frame is 6-9 month and the target price is also mentioned • ICICI Direct sector watch: Provides with an outlook on 16 sectors and the stocks covered carry a particular weight age based on their likely performance in the future. • Stock on the move: Every fortnight stock on the move will feature 3 stocks which are likely to show significant up move (5%-7%) in the next 15 days due to change in trade setiment.Important features of each page Home Page • Market Snapshot:Update before market hours 09:30 am gives a brief snap shot on how the markets are likely to open today • Pick of the Week: - Update every Saturday there are 4 pick of the week featured in a month. This could be due fundamental changes within the company forthcoming announcement or for purely technical reason • Features: Is a write up on the latest forth-coming IPO issue along with the details of the issue like price band and minimum subscription quantity. • Expert speak: Ask the fund manager is an interview with the details of the issue like price band and minimum subscription quantity 25 .

customer can choose from 19 AMCs and also view their unit holding and NAV online Postal saving: Customer can invest 8% Govt.com • • • Cash Trading : Customer can trade buy and sell on NSE or BSE. Mutual Fund: Customer can purchase. of India Bonds (2003) National Saving Certificate (Rate of Interest) tenure 72 month.Trading page: Includes products like. Equity. 26 . Derivatives (Futures and option). • BTST: (Buy today sells tomorrow) Through this option customer can buy shares today and sell tomorrow if prices are in favor of the customer before the shares comes to there demat account in 345 stocks Shares as margin: Customer can deposit their shares and pledge them online to create a limit which customer can use as I nitial margin to trade in futures and option there are 479 shares available under shares as margin. IPO. switch and invest in systematic investment plan.Special l product offered by ICICI Direct. Kisan Vikas Patra (Rate of Interest 7. Mutual Fund (19AMCs) postal savings (NSE/KVP). Margin: Customer can do intra day trading like buying or short selling in 131 stocks.40% pa) tenure 103 month. redeem. Insurance (General/Life ). Margin plus: Under margin plus customer can do intra day trading up to 20 times there available limit 131 stocks.

tax and financial management. Chart Page: It locates features on interactive charting with advanced indicators called direct technical chart. Mutual Fund Page: It helps to the customer with basic fund finder. Nifty and Sensex weight age. Market Page: Provides with top gainers. Retirement planning. which is updated before market hour it tells to customer what they could possibly buy in the Futures and Option segment today.IPO: Customer can apply for latest IPO online. Personal Finance: It provides tools with customer can use for there Investment planning. News Page: Gives the latest and breaking news to the customer from CNBC and Money Control. Insurance: Customer can buy general insurance from ICICI Lombard and Life Insurance from ICICI Prudential online through ICICI Direct. Research page: Has a features like ‘stock screener’ It helps the customer to identify stocks that meet there specific criteria company snap shot view on over 5000 companies. Customer service page: This page gives service to the customer related to online share trading. advanced fund finder. volume topers. compares funds and NAV along with MF review of latest fund being offered. 27 .com. top losers. Derivatives Trading: It provides the derivatives snap shot and derivatives strategy for the day.

com offers to you a unique 3-in-1 account. Banking + Broking + Demat A unique 3-in-1 account enables you to trade in shares. bonds without filling lengthily forms & doing paperwork’s.com ICICIdirect. fast & hassle free. 28 . Therefore. financial transaction done on ICICIdirect.Advantages of ICICIdirect. mutual funds.com is paperless. postal savings. convenient.

3 Same as above 0.1 0.75-0.5 40p 40p 15p 5p 50p 15 0.Compare to the others Account opening fees Recurring fees for trading account Demat AMCs Demat charges Cash brokerages BTST brokerage Margin Brokerage Derivatives brokerage Commodity Brokerage Product offered Cash BTST SPOT Funded Margin Margin Derivatives Commodities IPO Mutual Fund Small Saving Insurance GOI Bonds CallNTrade ICICDirect.5 0.15 0.com HDFCSec Kotakstreet Sharekhan IndiaBulls MotilalOswal 5paisa 750 700 550 750 500 500 675 0 0 600 375 500 Inclusive 0.Account maintaining Charges BTST: .15 0.Government of India 29 .Initial public offers GOI: .1 0.5 0.4 10p 50p Y Y-Selective Y-Selective Y Y Y Y Y Y Y Y Y N N Y Y Y N Y N N N N Y Y Y Y N Y N N Y Y N N Y Y Y Y N N Y Y N Y N N N N Y Y Y Y Y Y Y Y N N N N N Y Y Y N N Y Y N N N N N N Y Y Y Y N Y Y Y Y Y Y Y AMC: .4 0.1 0.10-0.03 0.5 0.59 300 0 0 600 250 0.5 360 15 0.10-0.03 500 N 0.Buy today sells tomorrow IPO: .

which is generally done with the intention of taking delivery of shares or monies. wherein you take long buy/ short sell positions in stocks with the intention of squaring off the position within the same day settlement cycle. 30 . BTST : Buy Today Sell Tomorrow (BTST) is a facility that allows you to sell shares even on 1st and 2nd day after the buy order date. Spot Trading : This facility can be used only for selling your demat stocks which are already existing in your demat account. Derivatives (Futures and Options) and other financial products. money is credited to your bank a/c the same evening & not on the exchange payout date. Mutual funds. wherein you take long buy/ short sell positions in stocks with the intention of squaring off the position within the same day settlement cycle. Margin PLUS Trading : Through Margin PLUS you can do an intra-settlement trading up to 25 times your available funds.2.com is the most comprehensive website. When you are looking at an immediate liquidity option. TRADING IN SHARES: ICICIdirect. 'Cash on Spot' may work the best for you. 1. Cash Trading : This is a delivery based trading system. without you having to wait for the receipt of shares into your demat account. Margin Trading : You can also do an intra-settlement trading up to 3 to 4 times your available funds. Margin PLUS will give a much higher leverage in your account against your limits.2 Products and Services A product for every need: ICICIdirect. Simply put we offer you a product for every investment need of yours. which allows you to invest in Shares. This money can then be withdrawn from any of the ICICI Bank ATMs. On selling shares through "cash on spot".com offers you various options while trading in shares.

com. Trading on NSE/BSE: Through ICICIdirect. you take buy/sell positions in index or stock(s) contracts having a longer contract period of up to 3 months. 31 . Trading in FUTURES is simple! If. 2. rises in case you have a buy position or falls in case you have a sell position). you make a profit. you can trade on NSE as well as BSE. which is defined by you. Market Order: You could trade by placing market orders during market hours that allows you to trade at the best obtainable price in the market at the time of execution of the order. limit orders can be placed by you during holidays & non market hours too.e. In futures trading.com. Presently only selected stocks. This facility is currently available in over 11 major states across India. the price moves in your favor (i. during the course of the contract life. The execution can happen at a price more favorable than the price. The ICICIDIRECT UNIVERSITY on the HOME PAGE is a comprehensive guide on futures and options trading. Calculate Index and Know your Margin are tools to help you in calculating your margin requirements and also the index & stock price movements. have been enabled for futures trading.CallNTrade®: CallNTrade allows you to call on a local number in your city & trade on the telephone through our Customer Service Executives. which meet the criteria on liquidity and volume. TRADE IN DERIVATIVES: FUTURES: Through ICICIdirect. Limit Order: Allows you to place a buy/sell order at a price defined by you. you can now trade in index and stock futures on the NSE.

Sundaram MF. For this. Principal MF.DSP Merrill Lynch MF.OPTIONS An option is a contract. Prudential ICICI MF. Alliance MF. you can now invest on-line in 19 mutual Funds through ICICIdirect. 32 . the buyer has to pay to the seller some money. Reliance MF.HSBC MF and Standard Chartered MF are the Mutual Funds available for investment. You need no signatures or proof of identity for investing. You can invest in mutual funds without the hassles of filling application forms or any other paperwork. on or before a specific date. The Buyer of a Put Option has the Right but not the Obligation to Sell the Underlying Asset at the specified strike price by paying a premium whereas the Seller of the Put has the obligation of buying the Underlying Asset at the specified Strike price.CHOLA MF. INVESTING IN MUTUAL FUND’S: ICICIdirect. which gives the buyer the right to buy or sell shares at a specific price. 3. you can leverage on your trading limit by taking buy/sell positions much more than what you could have taken in cash segment. ING Vysya MF. which is called premium.com brings you the same convenience while investing in Mutual funds also . UTI MF. With options trading. To take the buy/sell position on index/stock options. There is no obligation on the buyer to complete the transaction if the price is not favorable to him. The Buyer of a Call Option has the Right but not the Obligation to Purchase the Underlying Asset at the specified strike price by paying a premium whereas the Seller of the Call has the obligation of selling the Underlying Asset at the specified Strike price. Tata MF. By paying lesser amount of premium. you have to place certain % of order value as margin. Franklin Templeton MF. JM MF.Hassle free and Paperless Investing. With the inclusion of Fidelity MF. you can create positions under OPTIONS and take advantage of more trading opportunities.com. Kotak MF. Birla Sun Life MF. Deutsche MF. HDFC MF.

ICICIdirect. You can switch your monies online from one scheme to another in the same fund family without any hassles.DSP merrill lynch MF.com will do the rest for you automatically investing periodically for you. Get to know the performance of your investments through online updation of MF portfolio with current NAV. JM MF. UTI MF . Redemption: In addition to giving hassle-free paperless redemption. ICICIdirect. the period of investment and the frequency of investing and submit. 33 .ING Vysya MF. ICICIdirect. there are no manual processes involved. Your bank funds are automatically debited or credited while simultaneously crediting or debiting your unit holdings. Deutsche MF. Systematic withdrawal plan: This allows you to withdraw a certain sum of money over a period of time periodically.Standard Chartered MF . Just fill in the investment amount. Kotak MF. The money will be credited to your bank account automatically 3 days after the order placement date.Reliance MF. Switch: To suit your changing needs you may wish to shift monies between different schemes.HSBC MF and Fidelity MF without the hassles of filling application forms. Principal MF. Alliance MF. Sundaram MF. Birla Sun Life MF. You also get control over your investments with online order confirmations and order status tracking. Tata MF.com offers faster liquidity.Once you place a request for investing in a particular fund.CHOLA MF. Systematic Investment plans (SIP): SIP allows you to invest a certain sum of money over a period of time periodically. HDFC MF.com offers you various options while investing in Mutual Funds: Purchase: You may invest/purchase Prudential ICICI MF.com. Franklin Templeton MF. You can redeem the mutual fund units through ICICIdirect.

4. which help you. IPOs AND BOND’S ONLINE: You could also invest in Initial Public Offers (IPO’s) and Bonds online without going through the hassles of filling ANY application form/ paperwork. You can get weekly snapshots also. nifty futures and ADR prices of Indian scrip’s. Content Features: There are a host of features on ICICIdirect. Catch a glimpse of News Headlines through our scrolling Direct News Headlines. Market Barometer gives you in-depth information of the weightages of shares on Nifty and Sensex. prospectus/offer documents. Use Pick of the week which focuses on fundamental stocks with sound prospects.com that shall help you make informed investment decisions. 5. Equip yourself with our barometers. Glance through analyst recommendations using Multex Global Estimates. recent IPO listings. We provide you with the indices of major world markets. Catch interviews. and IPO analysis are few of the features. Get daily share prices of all scrip’s. you are not too comfortable with share trading. Track the movement of leading scrip’s within a sector across 12 sectors using Market@Desktop. reactions and comments from industry leaders with CEO Call. IPO calendar. Get breaking news from CNBC and Reuters. try our Learning Centre. Get a glimpse of the performance of various industry sectors through Industry Barometer. 34 . In case. Get in-depth analyses of new IPO’s issues (Initial Public Offerings) which are about to hit the market and analysis on these. Get a snapshot of the latest developments in the markets through the day using Market Commentary. keep on top of the IPO markets. Direct Technical Charts offer interactive charting with advanced indicators. which is a tutorial on investments and My Research that helps you to research a stock better. Get a bird’s eye views of over 5000 companies at a single click using Company Snapshot. monthly and yearly high/lows etc through Market Watch.

Get details of ICICI Centers. 7. View your Account Statement and Bill Summary of your transactions online using bills & accounts. View various charges through the Fee Schedule option Give your feedback or viewpoint through the Viewpoint online. You can view and change your profile or password on-line through General Profile option. tax etc.6. our sales and service offices. Address your trading queries on-line through "Easy Mail". Customer Service Features: With 'ICICI direct Customer Tools & Updates' you can trouble shoot all your problems online. Analyze your risk profile through the Risk Analyzer and get a suitable investment portfolio plan using Asset Allocator. 35 . Personal Finance: Use our Personal Finance section and get hold of tools that can help you plan your investments. Enroll yourself for various ICICI direct Workshops through Register for Customer Sessions. View your Digital Contract Notes instantly. across India through branch locator. retirement.

500 BROKERAGE MINIMUM BROKERAGE Rs. Brokerage 36 . Brokerage No. 0.5000 Rs.1000 Depends on lot size of stock.15 Rs.500 Rs.500 1% Transaction value + STT +Service tax 0. Brokerage Rs.25 MUTUAL FUND’S POSTAL SAVING BOND’S IPO & Rs.BROKERAGE STRUCTURE OF THE ICICI direct.25 SPOT TRADING FUTURE OPTIONS & Rs.com PRODUCTS MINIMUM ORDER VALUE Rs.25 CASH TRADING MARGIN/ MARGIN PLUS TRADING BTST Rs.10% Transaction value + STT + Service tax on both sides. No.70% Transaction value + STT+ service tax. 0.05% Transaction value + STT + Service tax No.500 0.70% Rs.

and customer satisfaction.” Thus satisfaction level is function of difference between perceived performance & expectation. the customer is dissatisfied. They need to monitor this for the competitors as well.3. • If the performance matches to the expectations of the customer. then the customer is satisfied. Companies’ that achieve high customer satisfaction ratings make sure that their target market knows it. not just a rational preference. A customer could experience one of three broad levels of satisfaction: • If the performance falls short of expectations. & marketer & competitor information & promises. pleased or delighted. 37 . the customer is highly satisfied. The fact is that high satisfaction or delight creates an emotional affinity with the brand. Companies seeking to win in today’s markets must track their customers expectations perceived company performance. If marketers raise the expectations too high the buyer is likely to be disappointed. Some of the today’s most successful companies are raising expectation & delivering the performance. and this creates customers high loyalty. The companies are aiming high because customers who are just satisfied will still find it easy to switch supplier when a better offer comes along. But how do the customer expectations? Expectations are formed on the basis of the buyers past buying experience statements made by the friends & associates.1 Customer satisfaction “Satisfaction level is the level of persons felt state resulting from comparing products perceived performance (or outcome) in relation to the person’s expectation. The customer centered firms seeks to create high customer satisfaction it is not out to maximize customer satisfaction. • If the performance exceeds the expectations of the customer.

make suggestions. but this may result in low profits. Many restaurants and hotels provide forms for guests to report likes and dislikes. and Whirlpool – establish “customer hot lines” with a toll free 800 telephone numbers to maximize the ease with which the customers can inquire. 38 .First they can increase the customer satisfaction by lowering the price or increasing its services. or complain. These information flows provide these companies with many good ideas and enable them to act more rapidly to resolve the problems. Second. Third. dealers. the company has many stakeholders including employees. such as by improving its manufacturing or investing more in R&D. supply comment cards to the exiting patients. the company might be able to increase its profitability in the other ways. the company must operate on the philosophy that it is trying to delivery a high level of customer satisfaction level subject to delivering at least acceptable levels of the satisfaction to the other stockholders within the constraints of its total resources. 3. General Electric. and hire patient advocate to handle patient grievances. Ultimately. Some customer centered companies – P&G. suppliers & stockholders.2 Method’s of tracking and measuring customer satisfaction Complaint and suggestions system A customer centered organization would make it easy for its a customer to deliver suggestions and complaints. Spending more to increase the customer satisfaction would divert funds from increasing the satisfaction of the other “partners”. A hospital could place suggestion boxes in the corridors.

or that they will be made to be stupid. Respondents can be asked as well to rate how much they are expected of as certain attribute and also how much they are experienced (derived satisfaction). They send questionnaires or make telephone calls to random sample of their recent customer to find out how they feel about various aspects of the companies performance. Ghost shopping Another useful way to gather a picture of customer satisfaction is to hire the persons to pose as the potential buyers to report their findings on strong and weak points they experienced in buying the companies & competitors product.this last method helps the company to know if it is underperforming on important elements and over performing on relatively unimportant elements.3. it would also be useful to ask additional questions to measure the customers repurchase intention. The result is that company has needlessly lost the customer. this will normally be high if the customer satisfaction is high. or that no remedy will be offered. collecting customer satisfaction data. Most customers will buy less or switch the suppliers rather than complain. While. Still another method is to ask respondents to list any problems they have had with the offer and to list any improvements they could suggest (problem analysis). companies could respondents to rate various elements of the offer in the terms of the importance of the each element and how well the organization performed each element (importance/ performance ratings). A study shows that customers are dissatisfied with one out of the four and less than 5% of the dissatisfied customers will complain. It can be measured directly by asking: “indicate how satisfied you are with the service X on the following scale: highly satisfied” (directly reported satisfaction). Therefore. Customer’s satisfaction can be measured in number of ways. companies cannot use the complaint levels as a measure of customer satisfaction. Responsive companies obtain a direct measure of customer satisfaction by conducting periodic surveys. Finally. Customers may feel that their complaints are minor. These ghost 39 .3 Customer satisfaction surveys A company must not conclude that it can get a full picture of customer satisfaction & dissatisfaction by simply a complaint & suggestion system.

customers would face a huge questionnaire. Some cautions in measuring Customer Satisfaction When customers rate their satisfaction with an element of the company’s performance. When IBM loses a customer. Not only is it important to conduct exit interviews but also to monitor the customer loss rate which. order completeness. enter company & competitor sales situation where they are unknown and experienced firsthand the treatment they revive as the “customers” Lost Customer Analysis Companies should contact customers who have stopped buying have switched to another supplier to learn why this is happened. 40 . on-time delivery. say delivery. if it is increasing. some customers may want to express high dissatisfaction(even if satisfied) in order to receive more concessions. They can be especially nice to customers just before the survey. but managers themselves should leave their office to time to time. their products unreliable. clearly indicates that the company is failing to satisfy its customers. Not only should companies hire ghost shoppers. it could mean early delivery. One of the danger is that if the customer know that the company will go out of its way to please the customers. We must also recognize that two customers can report being “highly satisfied” for a different reasons. and so on. Thus a ghost shopper can complain about a restaurants food to test how the restaurant handles this complaint. They can also try to exclude unhappy customers from the included in the survey.shoppers can even pose certain problems to test whether to companies sales personnel handle the situation well. One may be easily satisfied most of the times and the other might be hard to please on this occasion. Yet if the company had to spell out every element in detail. Companies should also note that managers and salespersons can manipulate their rating on the customers on customer satisfaction. we need to recognize that customers will vary in how they define good delivery. their service deficient. they mount a thorough effort to learn where they failed – is their price too high. and so on.

Also. Investing is not about putting all your money into the "Next Infosys. If you are a novice at investing. understand that you can never know everything. you should invest so that your money grows and shields you against rising inflation. you are all but guaranteed to make the right moves in the market. The rate of return on investments should be greater than the rate of inflation. Whether your money is invested in stocks. bonds. It takes years to understand the art of investing. That's why our investment course begins with a dose of encouragement: With enough time and a little discipline. mutual funds or certificates of deposit (CD). the end result is to create wealth for retirement.3. Investing isn't gambling or speculation. our guess is that you don't need much convincing about the wisdom of investing. You're not alone in the quest to crack the jargon. though daunting at the first instance. undha badla. take your investment decisions with as many facts as you can assimilate. it's about taking reasonable risks to reap steady rewards. Knowledge is power. leaving you with a nice surplus over a period of time. It is common knowledge that money has to be invested wisely. terms such as stocks. yield. But. Being enthusiastic about getting started is the first step. college fees. Sink in. However." hoping to make a killing. To start with. better standard of living or to just pass on the money to the next generation. Patience and the willingness to pepper your savings across a portfolio of securities tailored to suit your age and risk profile will propel your revenues at the same time cushion you against any major losses. P/E ratio may sound Greek and Latin. Learning to live with the anxiety of the unknown is part of investing. Investing is a method of purchasing assets in order to gain profit in the form of reasonably predictable income (dividends. we hope that your quest for knowledge/information about the art/science of investing ends here. bonds. or rentals) and appreciation over the long term. marriage. Relax. Why should you invest? Simply put.4 Investing!! What's that? Judging by the fact that you've taken the trouble to navigate to the Learning Center of ICICIDirect. badla. interest. vacations. it's exciting to review 41 .

The amount that you invest will eventually depend on factors such as: Your risk profile Your Time horizon Savings made All the above three factors will be discussed in brief in the latter part of the course. Invest for long term and not short term while it’s tempting to wait for the “best time” to invest. Compounding has a snowballing effect because you earn income not only on the original investment but also on the reinvestment of dividend/interest accumulated over the years. research and history indicates these three golden rules for all investors 1. Invest regularly 3. 42 . That’s the reasoning behind investing for long term rather than short term. The power of compounding is one of the most compelling reasons for investing as soon as possible. Considering the unpredictability of the markets. whereby the concept of compounding interest swells your income by accumulating your earnings and dividends. That's why stocks are the best long-term investment tool. By investing into the market right away you allow your investments more time to grow. the faster your money will grow. especially in a rising market. The general upward momentum of the economy mitigates the stock market volatility and the risk of losses. The longer you leave your money invested and the higher the interest rates. • When to Invest? The sooner the better. How much money do I need to invest? There is no statutory amount that an investor needs to invest in order to generate adequate returns from his savings. The earlier you start investing and continue to do so consistently the more money you will make. Invest early 2.your investment returns and to see how they are accumulating at a faster rate than your salary. remember that the risk of waiting may be much greater than the potential rewards of participating. Trust in the power of compounding is growth via reinvestment of returns earned on your savings.

An option is a contract. In this way. you can use your policy • The Mutual Fund Industry The genesis of the mutual fund industry in India can be traced back to 1964 with the setting up of the Unit Trust of India (UTI) by the Government of India. you would give up your security deposit. Since then UTI has grown to be a dominant player in the industry. In this way. • What are options? Some people remain puzzled by options. UTI is governed by a special legislation. Call options usually increase in value as the value of the underlying instrument rises. in fact. is a choice given to the investor to either honour the contract. but you would have no other liability. When you buy a Call option. If you never returned. A Call Option is an option to buy a stock at a specific price on or before a certain date. If this happens. If this happens. 1963. and then buy auto insurance on the car. and you are not obligated to. hence. for example. which gives the buyer the right. as the word suggests. To begin. hence. Put Options are options to sell a stock at a specific price on or before a certain date. ‘Option’. protected if the asset is damaged in an accident. Put options are like insurance policies If you buy a new car. but not the obligation to buy or sell shares of the underlying security at a specific price on or before a specific date. called the option premium. secures your right to buy that certain stock at a specified price called the strike price. the price you pay for it. you can use your policy you pay a premium and are. If. protected if the asset is damaged in an accident. your only cost is the option premium. the Unit Trust of India Act. 43 . you pay a premium and are. because options are built into everything from mortgages to insurance. and left a security deposit for it. the money would be used to insure that you could. you wanted to rent a certain property. rent that property at the price agreed upon when you returned. Call options are like security deposits.• What can you invest in? The investing options are many. or if he chooses not to walk away from the contract. If you decide not to use the option to buy the stock. there are two kinds of options: Call Options and Put Options. The truth is that most people have been using options for some time. to name a few Stocks Bonds Mutual funds Fixed deposits Others Read about them in detail in module 2 of the course.

700 crores.This resulted in the total assets under management to grow to Rs 61. Securities Exchange Board of India (SEBI) formulated the Mutual Fund (Regulation) 1993.5 Indian Stock Market Overview The Bombay Stock Exchange (BSE) and the National Stock Exchange of India Ltd. The Securities and Exchange Board of India (SEBI) came out with comprehensive regulation in 1993 which defined the structure of Mutual Fund and Asset Management Companies for the first time 3. UTI had total asset of Rs 6. The second phase was between 1987 and 1993 during which period 8 funds were established (6 by banks and one each by LIC and GIC). (NSE) are the two primary exchanges in India. 02. The third phase began with the entry of private and foreign sectors in the Mutual fund industry in 1993.028 crores at the end of 1994 and the number of schemes were 167.1. Since then. • Growth of Mutual Funds The Indian Mutual fund industry has passed through three phases. 32 funds were functioning with Rs. Kothari Pioneer Mutual fund was the first fund to be established by the private sector in association with a foreign fund. the BSE and NSE have established themselves as the two leading exchange and account for about 80 percent of the equity volume trade in India The NSE and BSE are equal in size in terms of daily traded volume The average daily 44 .005 crores as total assets under management. 6 public sector banks have set up mutual funds. The share of the private players has risen rapidly since then. In addition. there were 33 funds with 391 schemes and assets under management with Rs.1. The first phase was between 1964 and 1987 when Unit Trust of India was the only player. 13.849 crores. As on August end 2000. there are 22 regional stock exchanges in however. This signaled a growth phase in the industry and at the end of financial year 2000. Currently there are 34 Mutual Fund organizations in India. By the end of 1988. Since then several mutual funds have been set up by the private and joint sectors. Several private sectors Mutual Funds were launched in 1993 and 1994.The industry was opened up for wider participation in 1987 when public sector banks and insurance companies were permitted to set up mutual funds. Also the two Insurance companies LIC and GIC have established mutual funds. which for the first time established a comprehensive regulatory framework for the mutual fund industry.

‘B1’ and ‘B2’ groups and rights renunciation.921500 crore (Rs9215-Bln) The BSE has over 6000stock listed and has market capitalization of around Rs. Depository participants Mutual Funds. The ‘Z’ group scripts are the blacklisted companies. faster execution of trades transparency.2273 crore in 1999-2000 (April. The primary index of BSE is BSE Sensex comprising 30 stocks NSE has the S&P NSE 50index (Nifty).’B2’. The markets are closed on Saturday and Sunday.968000 crore (Rs. ‘B1’.’C’. 45 . which allows investor to shift their position on the bourses. NSE has around 1500 shares listed with a total market capitalization of around Rs. Depositories. Both exchanges have different settlement cycle.’F’and ‘Z’ groups. Brokers. FllS and other participants in Indian secondary and primary market is the securities and exchange board of India (SEBI) Ltd. The ‘F’ group represents the debt market (Fixed Income Securities) segment. It facilitates more efficient processing. which are in the carry forward system (Badla). The scrip’s traded on the BSE have been classified into ‘A’.1284 crore in 1998-99 and further to Rs.turnover at the exchanges has increased from 851 crore in 1997-98 to Rs. The BSE Sensex is the older and more widely followed index. The ‘C’ group covers the odd lot securities in ‘A’. Both these indices are calculated on the basis of market capitalization and contained the heavily traded shares from key sector. The key regulator governing stock exchanges.August1999). Both exchanges have switched over from the open outcry trading system to a fully automated computerized mode of trading known as BOLT (BSE Online Trading) and NEAT (National Exchange Automated Trading) system.9680-Bln) most key stocks are traded on both the exchanges and hence the investor could buy them on either exchanges. Automatic Order matching. which consists of fifty stocks. The ‘A’ group shares represent those.

As of July2005. There are around 3.500 Indian companies listed with the stock exchange. each investing a (then) princely amount of Rupee 1. popularly called The Bombay Stock Exchange.Bombay Stock Exchange (BSE) The Bombay Stock Exchange Limited (Formerly. is a widely used market index in India and Asia. the companies listed on the BSE have a combined market capitalization of US$ 125. Established in 1875. the market capitalization of the BSE was about Rs20 trillion (US $ 466 billion). it is among the 5 biggest stock exchanges in the world in terms of transactions volume. The informal group of stockbrokers organized themselves as the The Native Share and 46 . As of 2005. Mumbai. also called the BSE 30. The Stock Exchange. Mumbai. History An informal group of 22 stockbrokers began trading under a banyan tree opposite the Town Hall of Bombay from the mid-1850s. Mumbai. and has a significant trading volume. it is the oldest stock exchange in Asia. The BSE Sensex (SENSITIVE INDEX). This banyan tree still stands in the Horniman Circle Park. or BSE) is located at Dalal Street.5 billion. Along with the NSE.

the plot of land on which the BSE building now stands (at the intersection of Dalal Street. the Government of India recognized the Bombay Stock Exchange as the first stock exchange in the country under the Securities Contracts (Regulation) Act.in 1980. In 2005. and he assisted in setting out traditions.Stockbrokers Association which. when it was replaced by an electronic (e-Trading) system. and procedures for the trading of stocks at Bombay Stock Exchange and they are still being followed. and a building was constructed and occupied in 1930. 2005 (and its name was changed to The Bombay Stock Exchange Limited). the stock exchange moved into the Brokers’ Hall after it was inaugurated by James M Maclean. The following is the list of some of the initial members of the exchange. and who are still running their respective business. the status of the exchange changed from an Association of Persons (AoP) to a full fledged corporation under the BSE (Corporatization and Demutualization) Scheme. The BSE moved into its current premises .S. conventions. Several stock broking firms in Mumbai were family run enterprises. The Bombay Stock Exchange followed the familiar outcry system for stock trading up until 1995. Prabhudas & Company (now known as DSP. was formally organized as the Bombay Stock Exchange (BSE). • D. and were named after the heads of the family. After the First World War. the BSE was shifted to an old building near the Town Hall. in 1875. In 1928. In January 1899. Premchand Roychand was a leading stockbroker of that time.the Phiroze Jeejeebhoy Towers . 47 . and a joint venture partner with Merrill Lynch) • • • Jamnadas Morarjee (now known as JM) Champaklal Devidas (now called Cifco Finance) Brijmohan Laxminarayan In 1956. Bombay Samachar Marg and Hammam Street in downtown Mumbai) was acquired.

1956 in April 1993. Secondary Market: Secondary market is an important component of capital market. Secondary Market Primary Market: Primary market is known as new issue market is also called as ‘Public Issue’ in the primary market new securities are sold or exchanged for cash. The primary market can be defined as. The capital market of India consists of two kinds A. credit or other securities. NSE commenced operations in the Wholesale Debt Market (WDM) segment in June 1994. Trust debentures and other instruments are traded. Bonds. The new securities can be issued by existing companies are newly floated companies. NSE was promoted by leading Financial Institutions at the behest of the Government of India and was incorporated in November 1992 as a taxpaying company unlike other stock exchanges in the country. “A market where new securities are brought and sold for first time. Based on the recommendations. They play an important role in securities market. Primary Market B. Investment. The stock exchanges are known as the secondary market. It is a medium of transfer of resources for 48 . The Capital Market (Equities) segment commenced operations in November 1994 and operations in Derivatives segment commenced in June 2000.National Stock Exchange Ltd The National Stock Exchange of India Limited has genesis in the report of the High Powered Study Group on Establishment of New Stock Exchanges.” It is the market where the capital formation process will take place. The huge amounts of financial resources are mobilized by the corporate sector through public issue. which recommended promotion of a National Stock Exchange by financial institutions (FIs) to provide access to investors from all across the country on an equal footing. In the stock exchanges the Govt securities. On its recognition as a stock exchange under the Securities Contracts (Regulation) Act.

Transaction in the secondary market do not provides fund to the corporate sector. The policyholder will pay the amount to the insurance is just a contract between two parties. There are two parties in a Insurance contract (a) Insurer (b) Insured / Beneficiary The insurer is known as Insurance Company. They provide to obtain high return low risks combination fro their indirect holding of equities and other assets. It does not create any financial claim purchases and sales of the existing stocks and bonds occur in this market. LIC. In the stock securities issued in the primary market markets are bought and sold. The terms of contract will be laid down in a document is known as policy. The property may be insured against loss arising from uncertain events. 49 .the circulated. At present the other mutual fund have also come up in the market. Punjab national bank. Till 1986 UTI has monopoly of this business in India. which is insured. Mutual fund: Mutual fund is one of the innovative banking systems. But the strong secondary market movements create a high demand for new issue market. Mutual fund is either open ended or close-ended financial intermediaries. The insured means a personal party who are willing to undertake an arrangement with an insurer. Canara bank. Investment 1. SBI. They procure money selling the units to the investors. 2. They can be classified as growth oriented or Income oriented or income and growth oriented funds. GIC also have set up mutual fund. The property. Andhra bank. Bank of India. The insurance company undertakes in consideration of sum money to make good to the loss suffered by the party against a specified risk. The mutual fund have been set up mainly by the subsidiaries of the public sector banks for e. is the subject matter of insurance.g. Insurance: Insurance companies invest the savings of their policyholders.

IPO (Initial Public Offer) A company first sale of stock to the public securities offer in an IPO roufside equity capital and public market for their stock. municipal bond and treasury bond. The shift of risk means that each party involved in the contract should be able to identify all the risk involved before the contract is agreed. 50 . Investment in govt. Derivatives: Derivatives have become very important in the field finance. Investor purchasing stock in IPO generally must be prepared to accept very large risk for the possibility of large gains. Postal Saving: National saving certificate and Kisan Vikas Patra have has always been consider as some of the safer investment option NSC offers interest @8% with no upper limit for the maximum subscription per year. 4. . would involve filling physical application forms and writing cheques Customers can invest in corporate bond.3. Bonds: Investing in government of India bonds is a risk free investment option available to the customer. IPO by investment company (closed and Fund) usually contain under writing fees. This means that risk in trading derivatives may change depending on what happens to the underlying asset. It is also important to remember that derivatives are derived from an underlying asset. 5. India bonds offline. They are very important financial instrument for risk management as they allow risk and act as form of insurance. 6. which represent a load to buyers. Also investment in NSC up to 1 lakh is eligible for tax break nder section 80CCE of Income Tax Act.

which frequently changes on the daily basis. The admission of DPs involves a detailed evaluation by the depository of their capability to meet with the strict service standards and a further evaluation and approval from SEBI. as ‘demat’ is the process by which an investor can get physical certificate converted in to electronic form maintained in an account with the depository participant. if the settlement price of derivatives is based on the stock price of a stock for e. What is Dematerialization? Dematerialization in short called. Depository participant: The market intermediary through whom the depository services can be availed by the investors is called a Depository participant (DP). The depository concept is similar to the banking systems with the exception that bank handle funds whereas a depository handles securities of the investors. The underlying asset can be equity. For example. brokers.g. NSDL and CDSL. Realizing the 51 . An investor wishing to utilize the services offered by a depository has to open an account with the depository through Depository participant. The means that derivatives risk and position must be monitored constantly. Depository: The organization responsible to maintain investor’s securities in the electronic form is called the depository. As per SEBI regulation. This system of using the existing distribution channel (mainly constituting DPs) helps the depository to reach a wide cross section of investors spread across a large geographical area at a minimum Cost. forex commodity or any other asset. DP could be organization involved in the business of providing financial services like bank. In other words. In India there are two such organization viz. a depository can therefore be conceived of as a “Bank” for securities. custodians and financial institution. index or reference rate.A derivative is product whose value is derived from the value of an underlying asset. infosys. The investor can Dematerialize only those share certificates that are already register in their name and belong to the list of securities admitted for dematerialization at the depositories.

Opening of a demat account through ICICI Direct: Opening an e invest account with ICICI Direct. it will avoid the hassles of instructing the brokers to buy shares only in a demat form. financial institution and major brokers have already joined as DPs to provide services in number of cities. you will not face problems like checking whether your broker has transferred the shares from his clearing account to your demat account. one of the largest DP in India. Submit your share certificate along with form. which is available with your DP.potential. will enable you to automatically open a demat account with ICICI. (write “surrendered for demat” on the face of the certificate before submitting it for a demat) Receive credit for the dematerialized shares into your account within 22 days. 52 . all the custodians in India and a number of banks. thereby avoiding the hassles of finding an efficient DP. Since the shares to be bought or sold through ICICI Direct will be only in the demat form. Adding to this. Procedure to dematerialize your share certificate: Fill up dematerialization request form.

Table showing bifurcation regarding media from which the respondents come to know about ICICI direct. 53 .1. 26% respondent comes to know from there relatives and 56% respondent comes to know from the agents as well as 6% respondents come to know from advertisements about online share trading firm.com Particular Friends Relatives Agents Advertisements NO of respondent 12 26 56 6 Per 12% 26% 56% 06% Advertisements 6% Friends 12% Agents 56% Relatives 26% Friends Relatives Agents Advertisements The above table show 12% respondent come to know about online share trading from Friends.4.

4.2. Percentage showing bifurcation of the respondent on the basis the time from when the customer trading in the ICICIdirect.com.

Particular 1-3months 3-6 months 6-9 months 9-12 months and before

NO of respondent 20 34 22 24

Per 20% 34% 22% 24%

1-3months 3-6 months 6-9 months 9-12 months

The above table show 12% respondent operate there demat account 1-3 months, 34% respondent operate there demat account from 3-6 months as well as 22% respondent operate demat account from 6-9 months and remaining 24% respondent operate there demat account from 9-12 months.


4.3. Percentage showing bifurcation of respondent on the basis how does respondent trade in the ICICIdirect.com

Particular Online-share trading CallNTrade

NO of respondent 94 6

Per 94% 6%



Online-share trading CallNTrade

The above table shows 94% respondent trade in the ICICIdirect.com through onlineshare trading and remaining 6% respondent trade through CallNTrade.


4.4. Percentage showing bifurcation of respondent regarding which service of the ICICIdirect.com is mostly attracted.

Particular Fund transfer mechanism Brokerage Rates Safety & Security Online trading

NO of respondent 33 7 29 31

Per 33% 7% 29% 31%

Online trading 31%

Fund transfer mechanism 33%

Safety & Security 29%

Brokerage Rates 7%

The above table show 30% respondent are mostly attracted through Fund Transfer Mechanism , 6% respondent are mostly attracted through Brokerage Rates and 26% respondent are mostly attracted through safety & Security as well as 28% respondent are mostly attracted through online Trading.


Percentage showing bifurcation of respondent on the basis of which product does the respondent prefer in investing.4. Particular Equity IPO’s Mutual Funds Both Equity & Mutual Fund No Of respondents 32 8 30 30 Per 32% 8% 30% 30% 30% 32% Equity IPO’s Mutual Funds 8% 30% Both Equity & Mutual Fund The above table show 32% respondent prefer to invest in equities and 8% respondent prefer to invest in IPO’s and 30% respondent prefer to invest in Mutual Funds as well as 30% respondent prefer to invest in both equities and Mutual Funds. 57 .5.

4% respondent prefer BTST. 56% 58 . Percentage showing bifurcation of respondent on the basis which trading facility the respondent frequently prefer while trading. 2% respondent prefer Cash on Spot as well as respondent prefer Both Delivery and Cash Trading.4.6. Particular Delivery Trading Day trading Margin plus BTST Cash on Spot Both Delivery & Trading NO of respondent 14 18 6 4 2 Day 56 Per 14% 18% 6% 4% 2% 56% 14% 18% 56% 2% 4% 6% Delivery Trading Margin plus Cash on Spot Day trading BTST Both Delivery & Day Trading The above table show 14% respondent prefer Cash or Delivery option while trading and 18% respondent prefer to Day Trading and 6% respondent prefer Margin plus.

4.7. Particular Yes No NO of respondent 24 76 Per 24% 76% 24% YES NO 76% The above table shows 24% respondent are interested in commodity market and 76% respondent are not interested in commodity market because it is newly launched in the Solapur branch. Percentage showing bifurcation of respondent on the basis whether respondents were interested in commodity market. 59 .

Particular Equity Derivatives Mutual Fund Commodity IPO’s Both equities and Mutual Fund All NO of respondent 6 2 14 8 6 16 48 Per 6% 2% 14% 8% 6% 16% 48% IPO’s 6% Commodity 8% Mutual Fund 14% Derivatives 2% Equity 6% Both equities and Mutual Fund 16% All 48% The above table show 6% respondent need the training in equities. 2% respondent need the training in derivatives. 14% respondent need the training in Mutual Funds.com. 6% respondent need the training in IPO’s. 8% respondent need the training in Commodity.8. 60 .4. Percentage showing bifurcation of respondent on the basis need of training in the various products of the ICICI securities Ltd. 16% respondent need the training in both equities and mutual Funds and 48% respondent need the training in All products in ICICIdirect.

4. contract notes physically and 68% don’t need.9. 61 . Particular Yes No NO of respondent 32 68 Per 32% 68% Yes 32% No 68% Yes No The above table show 32% respondent need the transact in statement. Demat Statement and Contract Notes physically. Percentage showing bifurcation of respondent on the basis need of Transact in statement. Demat statement.

4. Particular Excellent Very Good Good Fair NO of respondent 66 14 8 12 Per 66% 14% 8% 12% 8% 12% Excellent Very Good Good Fair 14% 66% The above table show 66% respondent are highly satisfied with there online share firm and 14% respondent are getting medium level satisfaction remaining 8% respondents getting average satisfaction and 12% respondent getting less satisfaction from there online share trading firm. Percentage showing bifurcation of respondent on the basis of their overall satisfaction level towards the online share trading firm.10. 62 .

This shows that advertisement media is not able to attract to the potential customers. Researcher also found that many customers were attracting towards the Commodity market as it was launch in Pune branch. 3. The researcher found that most of the customer’s trade through Cash (delivery) and Day trading. 4. 63 . The researcher found that only very few respondents were come to know from the advertisement media. 2. contract notes etc. Most of the customers tend to invest in the Equities and Mutual Fund. 8. Because ICICI direct.com and rests are partly satisfied.1 FINDINGS OF THE STUDY 1. The last but not least finding of the study was the most of the customers are fully satisfied with services of the ICICI direct.com is facilitates online trading & holdings for the scrip’s. 5. Mostly customers are attracted to Safety and security and then fund transfer mechanism and online share trading. 7. 6. also BTST and Margin are popular. The other sources of the trading like CallNTrade and offline trade are not used to trade frequently by the customers. The most of the customers don’t need the physical transact in statement. demat statement. 9.5. As the trading on ICICI Securities Ltd. is new thing to customer therefore training is needed for mostly for all products.

margin trading.com through regular pamphlet distribution in local news paper and TV advertisement. them towards 64 .com for every product as per it is needed. 2. The company should offer the Transact in statement.5. B. The company should give training to the customers regarding to how to trade on the icicidirect.2 SUGGESTIONS TO THE COMPANY A. postal saving and commodity market etc. 2. 3. C. Organization should concentrate on Govt. The company should motivate the investors to invest in other sources of investing such as insurance. The company should increase awareness about the various other type of the trading like spot trading. Suggestion from Customers 1. Demat statement and Contract notes physically to the customers. Awareness & Training to the customers 1. The company should increase the awareness regarding the brokerage rates why they are high and how. The company should give more emphasis on advertisement media to make aware to customers about the ICICI direct. Advertisements 1. 2. because the other service providers are offering this on cheaper rates. employee to attract online share trading by the attractive scheme.

but they are confused whether to invest or not.5. Customer can buy and sell securities on the stock exchanges. Customer can log on at any time. common man can also earn money through it.3 Conclusion Though share trading is not a cup of tea of everyone. They don’t have full knowledge about the stock market. Organization has to make more advertisement through pamphlet distribution in local newspaper and TV advertisement through the local channel Organization has to organize such session on stock market update. Mostly small investors are not satisfied with the brokerage rates of the ICICI direct. 65 . The online investment option of ICICI Direct is safest way to the investor to invest in Mutual Fund. Bonds and Postal Saving. Organization has to concentrate on separate office and other infrastructural facilities. which helps to increase customer awareness about stock market. through online automated order processing system provided by the company.com. during or after trade hour and place an order. IPO. Many customers are now attracting towards the other investment like commodity market. Customer wants to invest their money.

a) 4. a) b) c) d) 5. 3.______________________________________________ Email Id. 2. How do you come to know about ICICI direct. a) c) 2. 1–3 6–9 [ ] [ ] b) d) 3–6 9 – 12 [ ] [ ] How do you trade in ICICIDirect.com? On line trading [ ] b) CallNTrade [ ] Which Service given by the ICICI direct. Private employee Business men [ ] [ ] 4.com? Equities IPO’S Mutual Funds Others (Postal Savings.com is most attracted by you? Fund Transfers Mechanism Brokerage rates Safety and Security On line trading [ ] [ ] [ ] [ ] Which Product do you prefer to invest in ICICI Direct.com. Govt. a) c) 3. employee Others [ ] [ ] 1.ANNEXURE QUESTIONNAIRE FOR DEMAT A/C HOLDERS Personal Details: Name __________________________________________________ Contact No.com? a) c) e) Delivery Trading Margin Plus Cash on Spot [ ] [ ] [ ] b) d) Day Trading BTST [ ] [ ] 66 . a) b) c) d) 6. etc. ________________________________________________ Occupation_______________________________________________ 1.) [ ] [ ] [ ] [ ] Which Trading facility do you prefer frequently while trading on ICICI Direct. Commodities.com? Friends Agents [ ] [ ] d) b) Relatives [ ] Paper Advertisement [ ] From how many months you are trading with ICICI Direct. Insurance.

Insurance) Yes Do you want transact – in – statement.7. a) c) 11. a) 8. Yes [ ] b) No [ ] What is your Opinion about the Services given by ICICI securities Ltd. _________________________________________________________ _________________________________________________________ 67 . a) b) c) d) e) f) 9.? Excellent Good [ ] [ ] b) d) Very Good Fair [ ] [ ] Any Suggestions regarding Services……. Are you interested in Commodity Market? Yes [ ] b) No [ ] Do you need training? Equity Market Derivative Market Mutual Fund Commodity Market IPO Yes [ ] Yes Yes Yes [ ] [ ] [ ] Yes [ ] [ ] No No [ ] No No No [ ] [ ] [ ] No [ ] [ ] Other’s (Postal Savings. Demat statement. Contract Notes Physically? a) 10.

Ramesh Babu.co.google.website of the company 4.“INDIAN FINANCIAL SYSTEM” 3.BIBLIOGRAPHY 1.com. www. Philip Kotler-7th edition “MARKETING MANAGEMENT” 2.in 68 . ICICI direct.

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