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Many people look to the stock market to enhance their hard-earned money more and more each year.
Some people are not even aware of their investments, because they can come in the form of pensions
with their place of employment. The company invests this money in efforts to increase your retirement
funds. In order to fully understand what is happening with your money, you should understand how the
investments work.

The stock market is an avenue for investors who want to sell or buy stocks, shares or other things like
government bonds. Within the United Kingdom, the major stock market in this area is LSE (London
Stock Exchange). Every day a list is produced that includes indexes or companies and how they are
performing on the market. An index will be compromised of a special list of certain companies, for
example, within the UK; the FTSE 100 is the most popular index. The Financial Times Stock Exchange
dictates the average overall performance of 100 of the largest companies with in the UK that are listed
on the stock market.

A share is a small portion of a PIC (public limited company), owning one of these shares will give you
many rights. For example, you will gain a portion of the profits and growth that the company
experiences, additionally you will obtain occasional accounts and reports from the chosen company.
Another exciting feature of owning a share of a company is the fact that you are given the right to vote
in various aspects of what happens with the company.

Once you purchase a share of a company you will receive something called a share certificate, this will
be your proof of ownership. This certificate will contain the total value of the share, this will likely not
be the price that is listed upon the exchange and is specifically for reasons of a legal matter. This will
not affect the current value the share currently holds on the market.

Typically, as a shareholder, you will receive your profit in the form of a dividend; these are paid on a
twice per year basis. The way this works is if the company makes a profit, you will as well and on the
opposite end of this spectrum if they do not make a profit, neither will you. If a company does
extremely well their value increases, which means the value of the share you own will as well. If you
should decide to sell your share, you will only benefit from it, if the company has experienced growth.

Reasons for selecting the topic:

But to invest in share market one must have complete knowledge of its different investment options, its
terms and conditions and about the company in which investment is being done, its dividend policies,
its key announcements, meetings etc.

Share market have different options like trading in cash market, f&o, online trading, trading through
brooking firm etc, and all brooking firm today provide these services. Due to so many services it
becomes hard for broking firm to know the most preferred service among them. Hence, this project was
undertaken to know the customer’s preference in different investment options available with religare

Thus the main reason behind selecting this topic was to understand the customer’s investment pattern
and their preferences for different investment options. Besides these other reasons were to gain the
experience of real working market, to learn about share market, to explain new customers about share
market, etc.


Religare is a global financial services group with a presence across Asia, Africa, Middle East, Europe
and the Americas. In India, Religare’s largest market, the group offers a wide array of products and
services ranging from insurance, asset management, broking and lending solutions to investment
banking and wealth management. The group has also pioneered the concept of investments in
alternative asset classes such as arts and films. With over 10,000 employees across multiple
geographies, Religare serves over a million clients, including corporates and institutions, high net
worth families and individuals, and retail investors.

Religare AMC Limited

AEGON Religare Life Insurance Co. Ltd

Religare Securities Limited

Religare Arts Initiative Limited

Religare Capital Markets Limited

Religare - Milestone

Vistaar Religare Capital Advisors Ltd

Fig 1(Religare chart)


NAME--Religare is a Latin word that translates as 'to bind together'. This name has been chosen to
reflect the integrated nature of the financial services the company offers.


The Religare name is paired with the symbol of a four-leaf clover. Traditionally, it is considered good
fortune to find a four-leaf clover as there is only one four-leaf clover for every 10,000 three-leaf clovers
found. For us, each leaf of the clover has a special meaning. It is a symbol of Hope. Trust. Care. Good
Fortune. For the world, it is the symbol of Religare.

The first leaf of the clover represents Hope. The aspirations to succeed. The dream of
becoming. Of new possibilities. It is the beginning of every step and the foundation on which a person
reaches for the stars.

The second leaf of the clover represents Trust. The ability to place one’s own faith in another.
To have a relationship as partners in a team. To accomplish a given goal with the balance that brings
satisfaction to all, not in the binding, but in the bond that is built.

The third leaf of the clover represents Care. The secret ingredient that is the cement in every
relationship. The truth of feeling that underlines sincerity and the triumph of diligence in every aspect.
From it springs true warmth of service and the ability to adapt to evolving environments with
consideration to all.

The fourth and final leaf of the clover represents Good Fortune. Signifying that rare ability to
meld opportunity and planning with circumstance to generate those often looked for remunerative
moments of success.

Hope. Trust. Care. Good Fortune. All elements perfectly combine in the emblematic and rare,
four-leaf clover to visually symbolize the values that bind together and form the core of the Religare

BSE Book
Industry : Finance - General 532915 25/09/2009
Code : Closure :
NSE Market
Group : Religare RELIGARE Rs. 5,450.94 Cr.
Code : Cap :
Market Face Value
ISIN No : INE621H01010 1 Rs. 10.00
Lot : :

Listings Incorporation Public Issue Date

BSE , NSE 30/01/1984 29/10/2007

Company vision:
To be the best retail brokering Brand in the retail business of stock market.

Company Mission :
To educate and empower the individual investor to make better investment decisions through quality
advice and superior service.

Religare Securities Limited (RSL), a 100% subsidiary of Religare Enterprises Limited is a leading
equity and securities firm in India. The company currently handles sizeable volumes traded on NSE
and in the realm of online trading and investments; it currently holds a reasonable share of the market.
The major activities and offerings of the company today are Equity Broking, Depository Participant
Services, Institutional Broking and Research Services. To broaden the gamut of services offered to its
investors, the company offers an online investment portal armed with a host of revolutionary features.

• RSL is a member of the National Stock Exchange of India, Bombay Stock Exchange of
India, Depository Participant with National Securities Depository Limited and Central
Depository Services (I) Limited.

• Religare has been constantly innovating in terms of product and services and to offer
such incisive services to specific user segments it has also started the NRI, FII, HNI and
Corporate Servicing groups. These groups take all the portfolio investment decisions depending
upon a client's risk / return parameter.

• Religare has a very credible Research and Analysis division, which not only caters to the
need of our Institutional clientele, but also gives their valuable inputs to investment dealers

Board of Directors

• Mr. Malvinder Mohan Singh

Non Executive Chairman
• Mr. Sunil Godhwani
CEO & Managing Director, Religare Enterprises Limited
• Mr. Shivinder Mohan Singh
Non Executive Director

• Mr. Harpal Singh
Non Executive Director
• Mr. Deepak Ramchand Sabnani
Independent Director
• Mr. Padam Bahl
Independent Director
• Mr. J. W. Balani
Independent Director
• Ms. Sunita Naidoo
Independent Director
• Mr. R. K. Shetty
Alternate to Mr. J. W. Balani
• Capt. G. P. S. Bhalla
Alternate to Mr. Deepak Sabnani

Industry profile

Introduction to share market


Indian Stock Markets are one of the oldest in Asia. Its history dates back to nearly 200 years ago. The
earliest records of security dealings in India are meager and obscure. The East India Company was the
dominant institution in those days and business in its loan securities used to be transacted towards the
close of the eighteenth century.

By 1830's business on corporate stocks and shares in Bank and Cotton presses took place in Bombay.
Though the trading list was broader in 1839, there were only half a dozen brokers recognized by banks
and merchants during 1840 and 1850. The 1850's witnessed a rapid development of commercial
enterprise and brokerage business attracted many men into the field and by 1860 the number of brokers
increased into 60.

In 1860-61 the American Civil War broke out and cotton supply from United States of Europe was
stopped; thus, the 'Share Mania' in India begun. The number of brokers increased to about 200 to 250.
However, at the end of the American Civil War, in 1865, a disastrous slump began (for example, Bank
of Bombay Share which had touched Rs 2850 could only be sold at Rs. 87). In 1887, they formally
established in Bombay, the "Native Share and Stock Brokers' Association" (which is alternatively
known as "The Stock Exchange"). In 1895, the Stock Exchange acquired a premise in the same street
and it was inaugurated in 1899. Thus, the Stock Exchange at Bombay was consolidated. Thus in the
same way, gradually with the passage of time number of exchanges were increased and at currently it
reached to the figure of 24 stock exchanges.


In the past, investors had no option but to contact their broker to get real time access to market data.
The Net brings data to the investor on line and net broking enables him to trade on a click. Now
information has become easily accessible to both retail as well as big investors.

The development of broking in India can be categorized in 3 phases:

1. Stock brokers offering on their sites features such as live portfolio manager, live quotes, market
research and news to attract more investors.

2. Brokers offering on line broking and relationship management by providing and offering analysis
and information to investors during broking and non-broking hours based on their profile and needs,
that is, customized services.

3. Brokers (now e-brokers) will offer value management or services such as initial public offerings on
line, asset allocation, portfolio management, financial planning, tax planning, insurance services and
enable the investors to take better and wellconsidered decisions.

In the US, 82 per cent of the deals are done on line. The European on line broking market is expected
to be of $8 billions and is likely to raise five fold by 2002. In India, presently Internet trading can take
place through the order routing system, which will route client orders to exchanges trading systems for
execution of trades on stock exchanges (NSE and BSE). This will also require interface with banks to
facilitate instant cash debit or credit and the depository system for debit or credit of securities.

Indian Stock Exchanges - An Umbrella Growth:

The Second World War broke out in 1939. It gave a sharp boom, which was followed by a slump. But,
in 1943, the situation changed radically, when India was fully mobilized as a supply base. On account
of the restrictive controls on cotton, bullion, seeds and other commodities, those dealing in them found
in the stock market as the only outlet for their activities. They were anxious to join the trade and
numerous others swelled their number. Many new associations were constituted for the purpose and
Stock Exchanges in all parts of the country were floated.

The Uttar Pradesh Stock Exchange Limited (1940), Nagpur Stock Exchange Limited (1940) and
Hyderabad Stock Exchange Limited (1944) were incorporated. In Delhi two stock exchanges - Delhi
Stock and Share Brokers' Association Limited and the Delhi Stocks and Shares Exchange Limited -
were floated and later in June 1947, amalgamated into the Delhi Stock Exchange Association Limited.

Market Size: Growth of Online Brokerage market:

In five years of its existence in India, online broking has grown to account for a tenth of the total
trading volumes. If the numbers are considered for only the retail segments, the growth is starker.
Almost half of the Rs 5,000 crore-6,000 crore daily market volumes on the NSE are accounted for by
non-retail entities such as foreign institutional investors, domestic institutions, mutual funds and
arbitrage traders. Institutions aren't online customers anyway. Of the rest of the retail segment, current
estimates suggest that online broking's reach is close to 30 per cent.

As of September last year, there were 11.7 lakhs Internet trading accounts registered with the NSE, of
which roughly 9.5 lakhs are unique users. It's still a small proportion of the estimated 3 crore Internet
users in the country. As more surfers take to trading online, analysts expect their number to keep
doubling every year until 30-40 per cent of India's overall trades are done online, as is the case in some
mature Internet markets like South Korea's.

The Internet's effect here has more to do with the bandwidth it has created for both brokers and clients.
Banga, director of India bulls offers an example. "Traders from Ajmer use our online platform. It would
otherwise have been prohibitively lossmaking to open a branch there." Thanks to the new channel,
volumes are growing faster in the non-metros, where transparency is low in offline trading. "These
customers were made to pay higher charges by small brokers, since they weren't aware of the market
rates," says Vikash Shankar of is one of the reasons why more than 60 per cent of
Sharekhan’s online trading turnover comes from non-metros.

Formation of the National Stock Exchange (NSE):

With the liberalization of the Indian economy, it was found inevitable to lift the Indian stock market
trading system on par with the international standards. On the basis of the commendations of high-
powered Pherwani Committee, the National Stock Exchange was incorporated in 1992 by Industrial
Development Bank of India, Industrial Credit, and Investment Corporation of India, Industrial Finance
Corporation of India, all Insurance Corporations, selected commercial banks and others.


• First you need to open an account with a bank, that has the Demat account facility

• A Demat account is nothing, but the account where the shares bought by you will be kept

• Only you could operate that account online, through Internet.

• You could open the online facility offered by the ICICI, HDFC or ShareKhan or others and buy
shares you wish and decide the quantity and the price.

• Here the bank will act as a broker. You online order for purchase would be carried out by the
bank. They charge broker commission, much less compared to private brokers.

• It is very important for you to have enough balance to your credit in your savings account.

• As and when you buy on line, your Demat account will be credited with those shares. The
money for the purchase will be automatically deducted from your account by the bank.

• You also have to keep looking for opportunities to sell the shares that you have already bought
and kept in your Demat account.

• For buying and selling, it is necessary to familiarize which shares to be bought at what prices
and sell them at what price.

• As and when you decide to sell (depending on the price quoted in the market) you could sell
them through online trading system.

• The moment you sell your Demat account will be debited with the number of shares sold by

• Your account will be credited with the amount for which you have sold.

Depending on the amount of profit earned, tax will also be deducted by the bank (TDS). The bank will
give you a TDS certificate by the year end, i.e., March 31, of that year which you could attach with the
return to justify the tax payment

6 Basic Stock Investing Rules Every Successful Investor Should Follow
. Your rate of return is determined 100% by when you enter the stock market. There are many
important things you need to know to trade and invest successfully in the stock market or any
other market. 12 of the most important things that I can share with you based on many years of
trading experience are enumerated below.

1. Buy low-sell high. As simple as this concept appears to be, the vast majority of investors do
the exact opposite. Your ability to consistently buy low and sell high, will determine the
success, or failure, of your investments

2. The stock market is always right and price is the only reality in trading. If you want to
make money in any market, you need to mirror what the market is doing. If the market is going
down and you are long, the market is right and you are wrong. If the stock market is going up
and you are short, the market is right and you are wrong.

Other things being equal, the longer you stay right with the stock market, the more money you
will make. The longer you stay wrong with the stock market, the more money you will lose.

3. Every market or stock that goes up will go down and most markets or stocks that have
gone down, will go up. The more extreme the move up or down, the more extreme the
movement in the opposite direction once the trend changes. This is also known as "the trend
always changes rule."

4. If you are looking for "reasons" that stocks or markets make large directional moves, you
will probably never know for certain. Since we are dealing with perception of markets-not
necessarily reality, you are wasting your time looking for the many reasons markets move.

A huge mistake most investors make is assuming that stock markets are rational or that they are
capable of ascertaining why markets do anything. To make a profit trading, it is only necessary

to know that markets are moving - not why they are moving. Stock market winners only care
about direction and duration, while market losers are obsessed with the whys.

5. Stock markets generally move in advance of news or supportive fundamentals -

sometimes months in advance. If you wait to invest until it is totally clear to you why a stock or
a market is moving, you have to assume that others have done the same thing and you may be
too late.

You need to get positioned before the largest directional trend move takes place. The market
reaction to good or bad news in a bull market will be positive more often than not. The market
reaction to good or bad news in a bear market will be negative more often than not.

6. The trend is your friend. Since the trend is the basis of all profit, we need long term trends to
make sizeable money. The key is to know when to get aboard a trend and stick with it for a
long period of time to maximize profits. Contrary to the short term perspective of most
investors today, all the big money is made by catching large market moves - not by day trading
or short term stock investing.


1. You do not need a lot of money to start making money, unlike buying property and paying a
monthly mortgage.

2. It requires very minimal time to trade - unlike building a conventional business.

3.. It’s ‘fast’ cash and allows for quick liquidation (You can convert it to cash easily, unlike
selling a property or a business).

4. It’s easy to learn how to profit from the stock market.



Primary Objectives:-
1) To know the customer's preference for different investment options available with
2) To know the customer's view on share market trading.
3) To check the awareness of customers towards online trading.
4) To collect the real time information about preference level of customers
using Demat account and their inclination towards various other brokerage
firms e.g. India bulls, Angel broking, India infoline, Religare, Alan- kit,
5) To expand the market penetration of Religare securities.

Secondary Objectives:
1) To evaluate the status of other older unactive clients of RELIGARE
2) To explain new customers about share market.
3) To explain the benefits of investment in share market to the customers.
4) To check the satisfaction level of customers of Religare securities.




1) To make a list of prospects that can be further converted into clients.

2) To increase the market share of Religare Securities.

3) To find of percentage of new investors interested in share trading.


What is services marketing?
A service is the action of doing something for someone or something. It is largely intangible
(i.e. not material). A product is tangible (i.e. material) since you can touch it and own it. A
service tends to be an experience that is consumed at the point where it is purchased, and
cannot be owned since is quickly perishes. A person could go to a café one day and have
excellent service, and then return the next day and have a poor experience. So often marketers
talk about the nature of a service as:

Inseparable - from the point where it is consumed, and from the provider of the service. For
example, you cannot take a live theatre performance home to consume it (a DVD of the same
performance would be a product, not a service).

Intangible - and cannot have a real, physical presence as does a product. For example, motor
insurance may have a certificate, but the financial service itself cannot be touched i.e. it is

Perishable - in that once it has occurred it cannot be repeated in exactly the same way. For
example, once a 100 metres Olympic final has been run, there will be not other for 4 more
years, and even then it will be staged in a different place with many different finalists.

Variability- since the human involvement of service provision means that no two services will
be completely identical. For example, returning to the same garage time and time again for a
service on your car might see different levels of customer satisfaction, or speediness of work.

Right of ownership - is not taken to the service, since you merely experience it. For example,
an engineer may service your air-conditioning, but you do not own the service, the engineer or
his equipment. You cannot sell it on once it has been consumed, and do not take ownership of

Western economies have seen deterioration in their traditional manufacturing industries, and a growth
in their service economies. Therefore the marketing mix has seen an extension and adaptation into the
extended marketing mix for services, also known as the 7P's - physical evidence, process and people.

7Ps of Services Marketing

Companies are competing strategically through service quality for greater differentiation in today's
competitive marketplace. Successful companies focus on the services-dominant paradigm with
investment in people, technology, human resources policies, and compensation linked to service
performance of employees. This is important because contact employees’ attitudes and behaviours
significantly influence the quality of service. They present the “face and voice” of their organizations to

Extension of the 4Ps - 7Ps Services Marketing Framework by Booms and Bitner

The 4Ps marketing mix which represents Product, Process, Pricing and Promotion, have been most
widely employed as a model for product marketing. It shows the company preparing an offer mix of
the product and price, with an integrated promotion mix to reach the target consumers through the
selected distribution channels. The 4Ps of marketing have been the key areas where marketing
managers allocate scarce corporate resources to achieve the business objectives. Services have unique
characteristics : intangibility, heterogeneity, inseparability and perishability. To discern the differences
between services and physical products, Booms and Bitner suggested the extension of the 4Ps
framework to include three additional factors : People, Physical evidence and Process as marketing
mix variables for services marketing :

i) 3Ps of Services Marketing - People

In Booms and Bitner’s 7Ps services marketing framework, people are all people directly or indirectly
involved in the service encounter, namely the firm's contact employees, personnel and other customers.

Due to the inseparability of production and consumption for services which involves the simultaneous
production and consumption of services, service firms depend heavily on the ability of contact
employees to deliver the service. Contact employees contribute to service quality by creating a
favorable image for the firm, and by providing better service than the competitions. Service providers
(such as hair stylists, personal trainers, nurses, counselors and call centre personnel) are involved in
real time production of the service. They are the “service”. Much of what makes a service special
derives from the fact that it is a lived-through event. Service firms must find ways in which they can
effectively manage the contact employees to ensure that their attitudes and behaviors are conducive to
the delivery of service quality.

This is especially important in services because employees tend to be variable in their Performance,
which can lead to variable quality i.e. heterogeneity in the performance of services. The quality of a
service (a visit to a hospital for medical check-up, having a meal at the restaurant, accountancy and
consulting services) can vary from service providers and customers among many other factors. This
lack of homogeneity in services creates difficulties for the service firms. As delivery of services occurs
during interaction between contact employees and customers, attitudes and behaviors of the service
providers can significantly affect customers' perceptions of the service. This is important, because
customers' perceptions of service quality and its value can influence customer satisfaction, and in turn,
purchase intentions.

ii) 3Ps of Services Marketing – Physical Evidence

Physical evidence refers to the environment in which the service is assembled and in which the seller
and customer interact, combined with tangible commodities that facilitate performance or
communication of the service. The physical evidence of service includes all the tangible
representations of service such as brochures, letterhead, business cards, reports, signage, internet
presence and equipment. For example, in the hotel industry, the design, furnishing, lighting, layout and
decoration of the hotel as well as the appearance and attitudes of its employees will influence customer
perceptions of the service quality and experiences. Because of the simultaneous production and
consumption of most services, the physical facility i.e. its service scape can play an important role in
the service experience.

As services are intangible, customers are searching for any tangible cues to help them understand the
nature of the service experience. The more intangible-dominant a service is, the greater the need to
make the service tangible. Credit cards are another example of the use of tangible evidence that
facilitates the provision of (intangible) credit facilities by credit card companies and banks. In fact, the
physical environment is part of the product itself. In summary, physical evidence serves as a visual
metaphor of what the company stands for, and facilitates the activities of customers and employees.

iii) 3Ps of Services Marketing - Process

Process is referred to the procedures, mechanisms and flow of activities by which the service is
delivered i.e. the service delivery and operating systems. The process of travelling with a budget
airline, is very different from that with a full-fledged premium airline. Because services are
performances or actions done for or with the customers, they typically involve a sequence of steps and
activities. The combination of these steps consitute a service process which is evaluated by the

Furthermore, in a service situation customers are likely to have to queue before they can be served and
the service delivery itself is likely to take a certain length of waiting time. It helps if marketers ensure
that customers understand the process of acquiring a service and the acceptable delivery times.
Creating and managing effective service processes are essential tasks for service firms.

Managing the process factor is essential due to the perishability of services which means that services
cannot be inventoried, stored for reuse or returned. Hotel rooms not occupied and airline seats not
purchased cannot be reclaimed. As services are performances that cannot be stored, it is a challenge for
service businesses to manage situations of over or under demand. Another distinctive characteristics of
the service process that provide evidence to the customer is the standardized or customized approach
based on customer’s needs and expectations. Since services are created as they are consumed, and
because the customer is often involved in the process, there are more opportunities for customizing the
service to meet the needs of the customers. The first concerns the extent to which the characteristics of
the service and its delivery system lend themselves to the scope of customization; the second relates to
the extent of flexibility the contact employees are able to exercise in meeting the needs of the

As services are dynamic and experiential, and frequently co-produced in real time by
customers and employees, service firms use “service blueprinting” to better manage the service
encounter and to allow clearer visualization of the service processes. Blueprinting is a method invented
by Shostack (1984) to accurately portrays the service system with

(i) “line of interaction” separates the customer action area from the supplier action

(ii) “Line of visibility” differentiates between actions visible and invisible to the customer,

(iii) “Line of internal interaction” distinguishes between front office and back office activities,

(iv) “Line of implementation” separates between planning, managing and controlling

(management zone) and support activities (support zone)

In a typical service blueprint, the customer occupies the top zone, management occupies the bottom
zone and service operations are sandwiched between them. Thus, service blueprint shows how service
provider can be empowered to manage the service components to bridge the gap between management
intent and customer demand. As the service providers span the boundary between the firm and the
customers, they can become frustrated. The role ambiguity experienced by boundary-spanning
employees greatly decrease job performance, which negatively affect customers’ perception of service

In summary, the unique 3 Ps of services marketing : People, Physical evidence and Process are within
the control of the firm and its contact employees. They influence the customer’s initial decision to
purchase a service, customer’s level of satisfaction and repurchase decisions. Service firms rely heavily
upon their service providers to enhance the provision of service quality to acquire and retain their
customers in the designed service processes and servicescape.




Research Methodology refers to search of knowledge .One can also define research methodology as a
scientific and systematic search for required information on a specific topic. The word research
methodology comes from the word “advance learner ‘s dictionary meaning of research as a careful
investigation or inquiry especially through research for new facts in my branch of knowledge for
example some author have define research methodology as systematized effort to gain new


The purpose of descriptive exploratory research is to extract a structure from the source material which
in the best case can be formed as a rule that governs all the observations and is not known earlier (per
the definition of exploratory study).

Finding the unknown structure may need some creative innovation, because even the most
sophisticated computerized analysis methods cannot automatically uncover which type of structure is
concealed in data. Usually you first have to formulate a tentative pattern for the assumed structure in
the observations and then you can ask the computer to estimate how well the data corresponds to the
model, cf. Tools for Analysis.

I worked there with RELIGARE SECURITIES. with a profile of sales trainee. This profile offers me to
understand the need of customer and provide them the best deal possible with maximization of the
profit, both for the company as well as for the customer.

Generation of leads :
Since I was new in the field so I had to start from scratch and generate new leads to sustain in the
market. Cold calling is one of the trusted ways of getting to the customers without meeting them.
Although the rate of conversion remained very less, for cold calling the quality and accent remains a
very important criterion. This activity gives me mixed result. I often got success and generated many
leads through it but it also landed me in awkward position where the customer were in different mood
and made us hear words for which a marketer should be always prepared to hear. Corporate calls
always remained more difficult to crack with respect to retail sector. The corporate were the most
difficult and most temping to get the business from. It took me one one day to crack Hi-tech Gears. At
RELIGARE. after getting the product knowledge in the first week at the branch I was also allotted
distributor to work with. In the initial phase I was accompanied by more experienced staff. After I
became known to the market and procedure I started attending calls alone only.

After the third week my performance also improved and I was able to get close to the targets, though it
looked difficult to achieve in the beginning. To get awareness of the every product I attended
diversified calls. This helped me to implement cross selling to get better results.

Description of live experience:

I was supposed to use the database provided by the company to make cold calls or
by directly meeting people to get new leads.
While making cold calls, we need to have:
• Good Communication Skills (Voice quality is clear and articulate)
• Persistent and able to bounce back from rejection
• Good organizational skills.
• Ability to project a telephone personality (Enthusiasm, friendliness)
• Flexibility: can adapt to different types of clients and new situations.
Using a good database is very essential.
While talking to customers, I analyze their needs. Whether they want to go for
investment purpose or insurance or both. Suggest them the plan that best suits
them. If they agree to it then either we send across the agents to close the deal or
close it themselves.

My Job Profile:



Close the deal-purchase

Study the customer preference



Fig 2

In the project work Primary data secondary data (both) sources of data has been
used .

1. Primary data collection:

In dealing with real life problem it is often found that data at hand are inadequate, and hence, it
becomes necessary to collect data that is appropriate. There are several ways of collecting the
appropriate data which differ considerably in context of money costs, time and other resources at the
disposal of the researcher.
Primary data can be collected either through experiment or through survey.

The data collection for this study was done in the following manner:

Through personal interviews:-

A rigid procedure was followed and we were seeking answers to many preconceived
questions through personal interviews.

Through questionnaire:-
Information to find out the investment potential and goal was found out through

Through Tele-Calling:-
Information was also taken through telephone calls.

2. Secondary sources of data:

In the secondary sources of data is used. (Internet , magazine ,books, journals) In research, secondary
data is data collected and possibly processed by people other than the researcher in question. Common
sources of secondary data for social science include censuses, large surveys, and organizational
records. In sociology primary data is data you have collected yourself and secondary data is data you
have gathered from primary sources to create new research. In terms of historical research, these two
terms have different meanings. A primary source is a book or set of archival records. A secondary
source is a summary of a book or set of records.
In this research secondary data was collected from internet, magazines and other research

For the proper analysis of data simple quantitative technique such as percentage were used. It help in
marketing more accurate generalization From the data available .The data which was collected from a
sample of population was assumed to be representing entire population was interested .Demographic
factor like age, income and educational background was used for the classification purpose .

SAMPLE SIZE- The sample size of a statistical sample is the number of observations that
constitute it. It is typically denoted n, a positive integer (natural number).Typically, all else being equal,
a larger sample size leads to increased precision in estimates of various properties of the population,
though the results will become less accurate if there is a systematic error in the experiment. This can be
seen in such statistical rules as the law of large numbers and the central limit theorem. Repeated
measurements and replication of independent samples are often required in measurement and
experiments to reach a desired precision.

In this project the original sample size taken was 118, they were asked if they have done any
investments or not, on which 106 replied yes and 12 said no. hence the sample size for the investment
related questions was reduced to 106. Further more they were asked if they have done share trading or
not for which 92 said yes and 14 said no, hence for share market related questions the sample size
became 92.

SAMPLE FRAME-.Sampling frame (synonyms: "sample frame", "survey frame") is the actual set
of units from which a sample has been drawn: in the case of a simple random sample, all units from the
sampling frame have an equal chance to be drawn and to occur in the sample. In the ideal case, the
sampling frame should coincide with the population of interest. Consider, for example, a survey aimed
at establishing the number of potential customers for a new service in the population of New York City.
The research team has drawn 1000 numbers at random from a telephone directory for the city, made
200 calls each day from Monday to Friday from 8am to 5pm and asked some questions.

In this example, population of interest is all inhabitants of the city; the sampling frame includes only
those New Your City dwellers who satisfy all the following conditions:

• has a telephone;

• the telephone number is included in the directory;

• likely to be at home from 8am to 5pm from Monday to Friday;

• not a person who refuses to answer all telephone surveys.

The sampling frame in this case definitely differs from the population . For example, it under-
represents the categories which either have no a telephone (e.g. the most poor), have an unlisted
number, and who were not at home at the time of calls (e.g. employed people), who don't like to
participate in telephone interviews (e.g. more busy and active people). Such differences between the
sampling frame and the population of interest is a main cause of bias in survey s and other methods
aimed at random sampling .

In this research sample frame is people from pune city and PCMC area.

Sample unit- This is that element or set of elements considered for selection in some stage of
sampling (same as the elements, in a simple single-stage sample). In a multi-stage sample, the sampling
unit could be blocks, households, and individuals within the households
Here the sample unit was individual’s

Sample Type- There are three primary kinds of samples: the convenience, the judgement sample,
and the random sample. They differ in the manner in which the elementary units are chosen.

The convenient sample -A convenience sample results when the more convenient elementary
units are chosen from a population for observation.

The judgement sample -A judgement sample is obtained according to the discretion of someone
who is familiar with the relevant characteristics of the population.

The random sample -This may be the most important type of sample. A random sample allows a
known probability that each elementary unit will be chosen. For this reason, it is sometimes referred to
as a probability sample. This is the type of sampling that is used in lotteries and raffles. For example, if
you want to select 10 players randomly from a population of 100, you can write their names, fold them
up, mix them thoroughly then pick ten. In this case, every name had any equal chance of being picked.
Random numbers can also be used (see Lapin page 81).

In this project the sample type is convenience sample.



Q.1) Have you done investments?

Table 1.1- Investment done
a) Yes 90% 106
b) No 10% 12

Sample size- 118

Fig 3.1- Investment done


a) Yes
b) No


Interpretation- Out of total118 respondent,

• 90% have done investments and
• 10% have not.

Q.2) Your possible investment motives?

Table 1.2- Investment motives
MOTIVES PERCENTAGE OF No. of respondents
a) Asset creation 35% 41
b) Wealth preservation 27% 32
c) Source of regular income 9% 10
d) Building corpus for future 29% 35

Sample size- 118

Fig 3.2- Investment motives

a) Asset creation

35% b) Wealth preservation

c) Source of regular
9% income
27% d) Building corpus for
future requirement

Interpretation- Out of total 106 respondent,

• 35% do investment for asset creation,
• 29% to build corpus for future requirement,
• 27% for wealth preservation,
• 9% as a source of regular income.
Q.3) In which of the following financial instrument do you invest?

Table- 1.3 Financial instrument

a) F.D’s 9% 9
b) Mutual funds 21% 23
c) Share market 30% 32
d) Insurance 40% 42
Sample size- 106
Fig -3.3 Financial instrument


40% 21% a) F.D’s

b) Mutual funds
c) Share market
d) Insurance

Interpretation- Out of total106 respondent

• 40% prefer t invest in insurance policies,
• 30% in share market,
• 21% in mutual fund,
• 9% in F.D’s.

Q.4) Your loan requirement in future?

Table- 1.4 Fund requirement

Funds Required for Percentage Of Respondent No. of respondents
a) personal reasons 11% 13
b) car 19% 22
c) property 40% 48
d) business 30% 35
Sample size- 118

Fig- 3.4 Fund requirement

a) personal reasons
b) car
c) property
d) business

Interpretation- Out of total118 respondent,

• 40% require funds to buy property,
• 30% for business reasons,
• 19% require to buy car,
• 11% require for personal reasons.

Q.5) Have you done share trading?

Table- 1.5 Share trading

Answers Percentage Of No. of respondents

a) Yes 86% 92
b) No 14% 14
Sample size- 106

Fig- 3.5 Share trading


a) Yes
b) No


Interpretation- Out of total 106 respondent,
• 86% have done the trading and
• 14% have not.

Q.6) How do you trade or would like to trade?

Table- 1.6 Type of trade

Types Percentage of respondent No. of respondents
a)Self online trading 9% 10
b) Through a broking firm 91% 96
Sample size- 106

Fig 3.6- Types of trade


a)Self online
b) Through a
broking firm


Interpretation- - Out of total 106 respondent,

• 91% trade through a broking firm and
• 9% trade by themselves.

Q.7 Through which broking firm do you trade?

Table 1.7- Preference for Broking firms

ANSWERS PERCENTAGE OF No. of respondents
a) Religare securities 19% 18
b) Kotak 20% 17
c) Share khan 22% 21
d) any other 39% 36
Sample size- 92

Here ANY OTHER includes ICICI, India bulls, Angel broking etc.

Fig – 3.7 Preference for Broking firms


22% a) Religare securities
25% 20%
19% b) Kotak
c) Share khan
15% d) any other

Interpretation- Out of total 92 respondent,

• 39% through other securities
• 22% through Share khan,.
• 20% trade through Religare securities,
• 19% through Kotak,

Q.8) Which type of trading do you do?

Table-1.8 Type of trade

Answers Percentage of respondent No of respondents
a) Intraday 47% 44
b) Delivery 53% 48
Sample size- 92

Table 3.8- Type of trade

47% a) Intraday
53% b) Delivery

Interpretation-- Out of total 92 respondent,

• 53% are delivery based clients.
• 47% are intraday traders and

Q.9) What the annual returns that you get on share trading?

Table 1.9- Annual returns

Answers Percentage of respondent No of respondents
a) 5% 65% 60
b) 6% 20% 18
c) 7% 15% 14
Sample size- 92

Fig 3.9- Annual returns






10% 20%
5% 6% 7%

Interpretation- Out of total 92 respondent,

• 65% get 5% annual returns
• 20% get 6%annual returns
• 15% get 7% annual returns.

Q.10) In which derivatives do you trade?

Table 1.10- Type of derivatives

Answers Percentage of respondent No of respondents
a) Equity trading 64% 59
b) Commodity trading 9% 9
c) Both 27% 24
Sample size- 92

Fig 3.10- Type of derivatives

a) Equity trading
b) Commodity
9% 64%
c) Both

Interpretation- Out of total 118 respondents,

• 64% people trade in equities only
• 27% trade in commodities only
• 9% trade in both

Q.11) In which market do you trade?

Table 1.11- Type of market

Type of market Percentage of respondent No. of respondents
a) Cash market 62% 57
b) Future market 22% 21
c) Options 16% 14
Sampling size- 92

Fig 3.11- Type of market

a) Cash market
b) Future market
22% 62% c) Options

Interpretation- Out of total 92 respondents,

• 62% prefer to trade in cash market
• 22% in future market
• 16% in options.

Q.12) In which commodity do you trade?

Table 1.12- Commodity

Commodities Percentage of respondent No. of respondents
a) Gold 34% 31
b) Silver 26% 24
c) Crude oil 32% 29
d) Any other 8% 8
Sample size-92
Fig – 3.12 Commodity

8% a) Gold
32% b) Silver
c) Crude oil
26% d) Any other

Interpretation- Out of total 92 people,

• 34% prefer to invest in gold
• 32% in crude oil.
• 26% in silver
• 8% in other commodities like petroleum, food grains, copper, etc.

Q.13) In which sector do you like to invest?

Table 1.13- Sector

Sectors Percentage of respondent No. of respondents
a) Telecom sector 19% 17
b) IT sector 23% 21
c) Infrastructure sector 37% 34
d) Any other 21% 20
Sample size-92
Fig 3.13- Sector

a) Telecom
21% 19% b) IT sector

23% c) Infrastructure
37% sector
d) Any other

Interpretation-Out of total 92 respondents,

• 37% in infrastructure sector
• 23% in IT sector.
• 21% in other sectors like metals, banking sector etc.
• 19% prefer to invest in telecom sector.



1. Out of total number of people observed 90% have done their investments and 10%have

not done it.

2. 35% of total population take investments as a instrument of asset creation where as only

9% look it as source of regular income.

3. 40% of total people invest in insurance policies where as 9% invest in F.D’s.

4. Out of total people, 40% require funds to buy property and 11% require funds for their

personal reasons.

5. Out of total people 86% have done trading where as 14% does not do it.

6. 91% of total people do trading through a broking firm and 9% do trading by themselves.

7. Out of total population only 19% people do trading through Religare securities.

8. 53% of total population are delivery based clients and 47% people do intraday trading.

9. Out of total number of people 65% get 5% annual returns where as on 15% people get

7% annual returns.

10. 64% of total population trade in equity and 9% trade in commodity market.

11. Out of total population 62% trade in cash market and 16% trade in f&o.

12. In commodity market 34%trade in gold and 8%trade in other commodities.

13. Out of total population 37% people invest in infrastructure sector where as 19% people

invest in telecom sector.


Many people are not aware of investment in share market, in addition to it share market has got
many varied options for which a detail understanding is required, these are the reasons due to
which people don’t want to take up share market as their investment option.
Hence to remove this misconception and attract more number of people, some concrete steps
should be taken.

More number of RM’s:

It was observed that one branch office has got only one relationship manager; this can create
problems in case if large number of clients approaches the office simultaneously hence some steps
should be taken to avoid such conditions.



1. Lack of awareness of capital market:

Since the area is not known before it takes lot of time in convincing people to
start investing in shares primarily in IPO’s.
2. Some people are comfortable with traditional system:
As people are doing trading from there respective brokers, they are quite
comfortable to trade via physical form of paper.

3. Lack of Techno Savvy people and poor internet penetration:
Since most of the people are quite experienced and also they are not techno
savvy. Also Internet penetration is poor in India.
4. Some respondents are unwilling to talk:
Some respondents either do not have time or willing does not respond, as they
are quite annoyed with the phone call.
Some people don’t want to share their opinion and preference.
5. Inaccurate Leads:
Sometimes leads are provided which had error in it, which varies from only 5-
digit phone number to wrong phone number

6. Misleading concepts:
Some people think that as all the shares are in electronic form and they don’t
have any physical proof. Sometimes this leads to a great misconception of the
entire process.
7. The time constraint was one of the major problems.

8. The study is limited to the different schemes available under the Demat
account selected.
9. The lack of information sources for the analysis part.
10 Geographical locations.
 Extreme variability in MARKET.



Depending on findings following suggestions can be given,

1 40% of total number of people questioned said that they prefer insurance products to invest
money hence all the insurance products should be promoted on large scale.
2 64% of total number of people prefers trading in equity hence this service should be promoted
more than others.

3 47% of people said that they prefer intraday trading, this number can be increased by proper
calling and reporting services. Hence attempts should be made to increase this number.
4 In commodity market, people prefer gold to invest money which is also a major commodity
in country, hence more people should be encouraged to invest their money in gold by providing
more exposure and reducing the brokerage.



• In all financial products constant up gradation is taking place which clients are not aware of hence
some seminars should be arranged by company to explain their clients about the new up comings in
their product of investments.
• Efforts should be made by company to correct the misconception regarding share market because

many people think that it contain lot of frauds.

Increase number of RM:

There should be more number of relationship managers to handle the large number of client base.



Percentage of respondent, - In todays world where prices are increasing every day,
done the investment investments are gaing importance and people are becoming aware
of different investment options.
Possible investment investments are seen as instrument of asset creation with minimum
motives number of people considering it as source of regular income.
Preference of investors for although insurance sector is still favourite among investors, share
different options market is also gaining popularity among them.
Reasons behind People today require funds to buy the property
requirement of funds by
Percentage of people who Majority of people are either trading in share market or has traded
have done share trading in past.
Different ways of share The large number of people trading through broking firms shows
trading. the better quality services provided by them.
Preference of customers The digits collected from various customers show the cut throat
for different broking competition between these companies to increase their market
firms. share.
Type of trading There are almost equal number of intraday as well as delivery
based clients.
Annual returns It can be seen that 5% are the usual annual returns gained by
investors on share trading.
Preference of customers In spite of increased awareness about share trading, not many
for different derivatives people are into commodity trading and there is still large potential
in market that can be attracted towards it.
Preference of customers Majority of investors are trading in cash market and also their risk
for different types of apatite is also very low since people trading in f&o are less.

Preference of customers - Due to ever increasing prices of commodities, this sector is
in commodity market attracting large number of investors and there can be seen that
trading is being carried equally in all major commodities.
Preference of customers
Infrastructure is the favourite sector among the investors.
for different sectors.


Websites: Access on 28/05/10 at 5:15 PM Access on 3/06/10 at 7:15 PM

ECONOMIC TIMES- 3/6/2010, page 7
TIMES OF INDIA- 15/6/2010, page 6
FINANCIAL EXPRESS- 17/6/2010 page 3

KOTLER PHILIP “Marketing Management”, 5th edition. Page no. 200- 250.
C.R.KOTHARI “Research Methodology – Techniques&Methods” 4th edition,
Page no. 218-230.



TITLE- “Analysis of customer’s investment pattern with religare securities” in pune.

Q.1) Name: Q.2) Contact No.

Q.3) Address:

Q.4) Have you done investments?

Ans: a)Yes b)No

Q.5) Your possible investment motives?

Ans: a) Asset creation b) Wealth preservation
c) Source of regular income d) Building corpus for future requirement

Q.6) In which of the following financial instrument do you invest?

Ans: a) F.D’s b) Mutual funds
c) Share market d) Insurance

Q.7) Your loan requirement in future?

Ans: a) personal reasons b) car
c) property d) business

Q.8) Have you done share trading?

Ans: a) Yes b) No

Q.9) How do you trade?

Ans: a) By self b) Trough a broking firm

Q.10) Trough which broking firm do you trade?
Ans: a) Religare securities b) Kotak
c) Share khan d) any other

Q.11) Which type of trading do you do?

Ans: a) Intraday b) Delivery

Q.12) What the annual returns that you get on share trading?
Ans: a) 5% b) 6%
c) 7%

Q.13) In which derivatives do you trade?

Ans: a) Equity trading b) Commodity trading
c) Both

Q.14) In which market do you trade?

Ans: a) Cash market b) Future market
c) Options

Q.15) In which commodity do you ?

Ans: a) Gold b) Silver
c) Crude oil d) Any other

Q.16) In which sector do you like trade?

Ans: a) Telecom sector b) IT sector
c) Infrastructure sector d) Any other

List of respondents
S.N Name of dlient Contact no. Addrress

1 Raj patil 9096743434 Chinchawad

2 Shakil ahmed 9021752304 Chikhali
3 S.K patil 9822415395 Chinchawad
4 Minesh doshi 9890471025 Akurdi
5 K.D patel 9371018026 Nigadi
6 Ashtavinayak 20277112811 Bhosari
7 Dr, Sanjeevani shinde 9372723772 Chinchawad
8 Mr Shekh 2027119270 Bhosari
9 Dr Gautam dhabale 9850261721 Nigadi
10 Dr Nitin nanal 2027425995 Pimpri
11 Dr Subhada nanal 2027120629 Bhosari
12 Sandeep jain 9822257359 Akurdi
13 Manish jain 9422005339 Akurdi
14 Dr Meena sapra 9823361646 Kalyani nagar
15 Dr Abhya mane 9823121402 Camp
16 Dr Dhanashree bhide 9822870032 JM road
17 Dr Ravinder sardesai 9860381991 S.B. road
18 Dr Siddharth chowdhary 9822031819 Erandwane
19 Dr Roopali nerlikar 9850533847 Prabhat road
20 Dr Maria motiwala 9822070952 KP road
21 Dr Anjali payil 9422521691 Wanowari
22 Dr Rubina dave 26833998 Kondhwa
23 Dr Pratima kulkarni 9823012445 Bhosari
24 Dr Sangita deshpande 26131358 Moledina road
25 Dr Neha kulkarni 25442663 Kothrud
26 Dr Madhura bhide 69468239 Aundh
27 Dr Prashant kothari 2030787070 Chinchawad
28 Dr Madhav chavan 2065328322 Chinchawad
29 Ashok gire 9822196767 Bhosari
30 Ganagaram sutar 2027240610 Akurdi
31 Shahikant shah 2027110033 Bhosari
32 Sangita gire 9860006367 Bhosari
33 Satish gorde 9822197186 Bhosari
34 Mayur pagaria 9822435834 Bhosari
35 Jeevan jadhav 9822034450 Akurdi