Buying behavior of investors regarding demat and trading in equity services in surat city

CHAPTER
INTRODUCTION

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1.1 Industry Profile 1.2 Company Profile

Bhagwan Mahavir College of Management

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Buying behavior of investors regarding demat and trading in equity services in surat city

1.1 INDUSTRY PROFILE
INDIAN STOCK MARKET OVERVIEW The Bombay Stock Exchange (BSE) and National Stock Exchange (NSE) are the two primary exchanges in India. In addition there are 22 region Stock exchanges. However the BSE and NSE have established themselves as the two lending exchange and account for about 90% of the equity volume trade in India. The Securities and Exchange Board of India (SEBI) is the authorized body, which regulates the operations of stock exchanges. The primary index of BSE is SENSEX comprising 30 stocks and for the NSE is NIFTY which comprising 50 stocks. The BSE Sensex is the older and more widely followed index. Both these are calculated on the basis of market capitalization and contain the heavily traded share from key sectors. The market is closed on Saturdays and Sundays. Both the exchange has 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. IT facilitates more efficient processing, automatic order machine, faster execution of trader and transparency. The scripts traded on the BSE have been classified in to A, B1, B2, C, F, Z groups. The A group represent those, which are carry forward system (Badla). The F group represents the debt market (Fixed income Securities) segment. The Z group scrip‘s are black listed companies. The C groups cover the odd lot securities in A, B1, B2 groups and rights renunciations.

Bhagwan Mahavir College of Management

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Buying behavior of investors regarding demat and trading in equity services in surat city

PRIMARY MARKET: In the primary market securities are issued to the public and the proceeds go to the issuing company.

Companies want to raise money to expand their business

Individuals want to invest in business

Primary market:

Company

IPO

Individual apply to get shares of the company

Companies share ownership by issuing shares:

Company

No of Shares

Owners

Companies allocate shares to individuals and those who get shares become part owners of the company.

Bhagwan Mahavir College of Management

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Bhagwan Mahavir College of Management 4 . Company Investors Stock Exchange SHAREKHAN Broker Companies get themselves listed on popular stock exchange like BSE NSE. where stocks are bought and sold after they issued to the public.Buying behavior of investors regarding demat and trading in equity services in surat city SECONDARY MARKET Secondary market is a term used for stock exchanges.

on Wednesday. Bhagwan Mahavir College of Management 5 . Stock Exchange Sharekhan Broker Pays Money to Stock Exchange Buyers Pays Money to Broker Pays it to The Seller‘s Broker Broker Finally Pays the Money to The Seller Seller Similar process happens for the transfer of shares from the seller‘s end. i.e. which means that if you buy share on Monday then you will get delivery of the shares after two working days. A fixed process is followed for easy transfer of money and shares. Similarly if u sells shares on Monday then you will receive your money on Wednesday.Buying behavior of investors regarding demat and trading in equity services in surat city DYNAMICS OF THE SHARE MARKET Investors buy and sell shares through a stock market. It is termed as a settlement cycle of ― T+2‖ or ― Trade +2 days‖.

Stock broking services  India Market Access .Stock broking & merchant banking services  CRN India .Stock broking and investment services  Gogia Capital Services .Stock broking and e-trading services  Kotak Securities .Offers stock broking.Stock broking & depository services  EquityTrade . live stock quotes and market research  Advani Share Brokers .Trends of stock market.Stock broking and market analysis  Hasmukh Lalbhai . stock broking etc.Advisory and broking services  CIL Securities . trading tips.Personal finance advisory & online brokerage services  Kisan Ratilal Choksey Shares . quotes and market analysis  DSP Merrill Lynch .Stock trading.com . portfolio management and investment banking services  Investsmart India .Online trading. . equity & fixed income brokerage services  Arcadia Stock broking pvt ltd.Advisory and broking services  Brescon Group .Stock trading services  Idafa Investments .Portfolio management.Share broking and market research services  Anand Rathi Securities . chat etc  Churiwala Securities . Various key players in this sector are: KEY PLAYERS:  5Paisa. corporate finance. portfolio management system.Brokerage services & retail distributor of financial securities Bhagwan Mahavir College of Management 6 .Investment banking and brokerage services  Dalmia Securities . company news & market research  Edelwise Finacial Advise Ltd  Gandhi Securities .Stock trading.Buying behavior of investors regarding demat and trading in equity services in surat city SHARE BROKING SERVICE SECTOR There are several national as well as local players in stock trading services which are providing various services to their customers like online trading.

portfolio management & equity research  SSJ finance .Stock broking.Stock broking and market analysis  Moneypore . equities & debt  Stock Holding Corporation of India Custody management.Advisory and broking services  Techno Shares .Stock broking services  Prudential .Online trading.Stock broking and portfolio management  Parsoli Corporation .Stock investment and trading consultancy Bhagwan Mahavir College of Management 7 . news.Brokerage firm focusing on GDR arbitrage.Investment management & stock trading services  Pratibhuti Viniyog .Offers broking and portfolio management services.Investment and broking services  Motilal Oswal . market indicators etc  Sunidhi Consultancy . IPO and mutual funds services  Parag Parikh .Online trading.  Sharekhan . safekeeping & stock broking services  StockMarkit. IPO and mutual funds services  Sivan Securities . live BSE and NSE quotes.Buying behavior of investors regarding demat and trading in equity services in surat city  Manubhai Mangaldas Securities .com .Investment management services  Quantum Securities . live BSE and NSE quotes  Navia Markets . Stock broking.Stock quotes.offers services related investment banking & stock broking with a focus on South India.  Skindia Finance .Stock broking.Stock broking and portfolio management  Valia Consultancy .

Buying behavior of investors regarding demat and trading in equity services in surat city 1.2 COMPANY PROFILE Sevaklal Sevantilal Kantilal Ishwarlal Securities Private Limited. Bhagwan Mahavir College of Management 8 .

achieve their financial goals. multi-channel & 24*7 access to all information and products. built with tens of crores of investment.000 use offline service and remaining are franchisee customers. SHAREKHAN offers a full range of financial services and product ranging from Equities to PMS to enhance customer wealth and hence.000 use online service. The company has a strong team of relationship managers focused on serving customer‘s unique needs.000 customers from that 1. around 46. The company has around 2. Head office is located at Mumbai. SHAREKHAN has expanded and developed to serve the need of all kind of investors. and provides their clients with real-time service.50. Shripal Morakhia and the CEO of the company is MR.Buying behavior of investors regarding demat and trading in equity services in surat city ABOUT SHAREKHAN SHAREKHAN is a full service investment firm offering clients access to tremendous range of financial service Along with Sharekhan.20. from 168 branches. Bhagwan Mahavir College of Management 9 .  Chairman of the company is MR. The company processes world –class infrastructure. 1120 franchisees across 325 cities. Tarun Shah.com website.

their ground network is one of the biggest in India. Ltd.Buying behavior of investors regarding demat and trading in equity services in surat city COMPANY HISTORY SHAREKHAN is the retail broking arm of SSKI Securities Pvt. which is why investing with them is bound to be a hassle-free experience for client. Through their portable sharekhan. The institutional investors. and Intel Pacific. 2000 coinciding with the launch of its website. The institutional comprises of institutional broking and corporate finance. they have been providing investors powerful online knowledge-based tools for over 10 years now. CURRANCY & COMMODITIES. an organization with more than 80 years of trust and credibility in the stock market. telecom and media. First Carlyle. For tat purpose they have to pay some extra charge to activate that facility. They have dedicated terms for fundamental and technical research so that client gets all information that they need to take the right investment decisions. SSKI stands for Shripal Sevantilal Kantilal Iswarlal Securities Pvt. Now SHAREKHAN is providing the facility that their customers can do trading with the help of their mobile handset. With branches and outlets across the country. SHAREKHAN is one of India‘s leading broking houses providing a complete life cycle of investment solution in EQUITIES. balance ownership is HSBC. SSKI owns 56% in SHAREKHAN. DERIVATIVES. Ltd. while the Corporate Finance Divisions focuses on niche areas such as infrastructure. SSKI was founded in 1922.com. SSKI named its online division as ―SHAREKHAN‖ on February 8. Bhagwan Mahavir College of Management 10 . They have a talent pool of experienced professions specially designated to guide client when they need assistance.

MISSION  To provide the best customer service and product innovation tuned to diverse needs of clientele. CORE VALUE  Customer satisfaction through – Providing quality service effectively and efficiently – ―Smile. integrity and People Bhagwan Mahavir College of Management 11 .  Continuous up-gradation with changing technology. We believe that our growth depends on client satisfaction. it enhances your face value‖ is a service quality stressed on periodic customer service Audits  Maximization of stakeholder value  Success through Teamwork. maximize performance by adhering to a disciplined investment approach backed by quality research‖ CURRENT POSITION VISION To empower the investor with quality advice and superior service to help him take better investment decisions.  Efficiency and effectiveness built on ethical practices.  Respond to progressive globalization and achieving international standard. while maintaining human values.Buying behavior of investors regarding demat and trading in equity services in surat city SHAREKHAN’S INVESTMENT PHILOSOPHY ―Given the client‘s risk profile.

ORG MARG for CNBC Awaaz. SSKI is consistently ranked amongst the top domestic brokerage houses in India.  Voted four times as the top domestic brokerage house by Asia money survey.Buying behavior of investors regarding demat and trading in equity services in surat city CORE ACTIVITIES SHAREKHAN is India‘s leading broking houses providing a complete life cycle of investment solution in:  Equity & Derivatives Trading on NSE and BSE  Online Trading ( Integration of Online Trading + Bank account + Demat account )  Commodities Trading on MCX & NCDEX  Portfolio Management Services  Depository Services  IPO Services  Wide Range of Customized Research Products  Uniform Service Standards  Mutual fund (Distribution)  Fundamental and Technical Research Feathers of Share Khan’s Hat  Among the top 3 banking houses in terms of overall stock market turnover.  Awarded to SHAREKHAN at Awaaz ―Consumer Award 2005‖ in ―Stock Broking‖ category conduced by AC Nielsen. Bhagwan Mahavir College of Management 12 .  All you have to do is walk into any of SHAREKHAN‘S 588 shares across 325 cities in India to get a host of trading related services – our friendly customer service staff will also help you with any account related queries you may have.

second to increase the number of products and services to its customers. geographical coverage and market penetration. incidental. publish books (value line) monthly and stock ideas. provide financial consultancy in the area of personal and corporate finance. First is to increase the number of client relationships and. set up depository participant centers at various regions in India and to perform all related.Buying behavior of investors regarding demat and trading in equity services in surat city OBJECTIVES OF SHAREKHAN  To provide financial consultancy services. the company focuses on its two-point agenda.  To conduct depository participant services. Incidental. ancillary and allied services. Bhagwan Mahavir College of Management 13 .  To achieve high growth. to conduct dematerialization and dematerialization of shares. to provide investment advisor/services on the internet or otherwise. debt. ancillary and allied services. instruments and hybrid financial instruments and to perform all related. distribution and transfer of shares.  To achieve rapid growth in terms of profits. purchase.  To conduct the business of sale.

mutual funds. lowest brokerage and other charges w.Buying behavior of investors regarding demat and trading in equity services in surat city SWOT ANALYSIS STRENGTHS  Extensive Branch Network : Since the inception in the year 2010 the company has grown from a single location to 168 branches. Well maintained infrastructure. call centers or online channel. SHAREKHAN launches Share Mobile. equity currency research etc. Intelligent and Loyal staff. depository service. Future and option and wholesale debt. IPO distribution. an exclusive live streaming quotes and trading facility for its online trading customers. Dedicated. Competitors.  Ability to combine People and Technology in unique ways : The Company provides multiple distribution channels by combing people and technology. Bhagwan Mahavir College of Management 14 . 1120 franchisees across 325 cities.  Benchmark : SSKI has been voted as the top domestic Brokerage House in the research category by Euro money survey and Asia Money survey. Clients can visit any of the branches via telephone. On-line Trading products. analysis. The company has been able to increase the revenues per customer significantly in the past few years and feel there is enough scope to increase that further.  Bouquet of financial products an services : The company offers various financial services ranging from equity. commodity. The best investment advice correct up to 70-90 % through dedicated.t.r.

resolving the problems of the customers.Buying behavior of investors regarding demat and trading in equity services in surat city Weaknesses  Time consuming process for account opening.  Loosing the untapped market with the entry of the competitors.  Large potential market for delivery and intra-day transactions. BANK AFFILIATION SHAREKHAN has affiliation with 7 banks. Opportunities  Slope of stock market towards delivery based transaction.  Attract the customers who are dissatisfied with other broker & DPs. which allows its customers to enjoy the facility of instant credit and transfer of funds from his savings bank account to his SHAREKHAN trading account.  Service quality is not maintained accordingly how they are promoted.  Open interest of the people to enter in stock market for investing.  An indirect opportunity generated by the market from its bullishness.  Large untapped market in the Saurashtra region of Gujarat. The Affiliated banks are as follows:  HDFC BANK Bhagwan Mahavir College of Management 15 . Threats  Decreasing rates of brokerage in the market.  A threat of loosing clients for any kind of weakness of the company. etc.  Increasing competition against other brokers & DPs  Poor marketing activities for making the company known among the customers.

SHAREKHAN has introduced this product in the concept and products are still new in the market. Print Media-in leading dailies and outdoors media. Therefore the company has undertaken extensive promotion campaign to create awareness about the product. Besides attractive and colorful brochures as well as posters are used giving full details about the product.com.Buying behavior of investors regarding demat and trading in equity services in surat city       UTI BANK CITI BANK ORIENTAL BANK OF COMMERCE IDBI BANK UBI BANK CORPORATION BANK PROMOTION TOOLS AND ADVERTISEMENT OF SHAREKHAN  Promotion: Online share trading is totally a new concept in Indian market. SHAREKHAN adopts the following tools for promoting the product. Bhagwan Mahavir College of Management 16 . Generally investor doesn‘t like to come from conventional way of share trading.      Internet Tele Marketing Retail Share Shops Franchisee Owners Sales Force  Advertising: Company advertises its product through TV media on channels like CNBC.com and rediff. Mails are sent to people togging on to sites like moneycontrol. It advertises itself as an innovative brand with a cartoon of tiger-called SHERU.

Period given and in option premium‘s being provided. Currency derivatives indeed command the largest derivative market across the world. Gold. etc.  In future one month cr.  It included Crude oil. Grains. Commodities trading is imperative to grow ones business and with our membership with MCX and NCDEX we are able to provide one of the most comprehensive and competitive platform. Bhagwan Mahavir College of Management 17 .Buying behavior of investors regarding demat and trading in equity services in surat city INVESTMENT SERVICES OF THE COMPANY Equities Help your customers an informed investment decision based on SHAREKHAN product and research support. In the equity there are two options: Online Trading  Offline Trading Derivatives Participate in the F&O (future and option) segment through in depth research and product support on both futures as well as options strategies. Silver. Commodities The fastest growing segment with a potential to become multi multiple times of the current business. With SHAREKHAN you can provide trading options to all your clients with online monitoring and surveillance mechanism. Currency The Currency Derivatives allows you to trade on the movement of conversion rate of USD/EUR /GBP/JPY with INR.

SIP or Top Picks: Secure recurring investments from customers by suggesting regular. Mutual Funds & IPOs : Give your customers the freedom to choose from over 30 fund houses while buying or redeeming mutual funds and booking IPOs online. our Central Advisory team backed by a range of services can guide with personalized investment advice. fixed investments with a Systematic Investment Plan in the Equities or Mutual Funds of your choice or follow the Top Picks basket recommended by our Research team. Bhagwan Mahavir College of Management 18 . Advise line : Your customers can stay connected to market opportunities even when on the move with SMS and voice updates on their cell phone with the Advise line service available to all customers. Advisory Services : For HNI clients who want to manage their own accounts but want expert advice. PMS Prop rime is aimed at long-term investors focuses on steady returns and PMS Protect focusing on absolute returns in the stock market. The schemes are based on the risk-return appetite of your customers.Buying behavior of investors regarding demat and trading in equity services in surat city Portfolio management service (PMS) : Avail of our multiple portfolio management schemes designed to meet the growing needs of your HNI customers.

detailed data and news. right at the figure tips. and electronic trading capabilities. intelligent analytics. SHAREKHAN provides full access to all products and services through multi-channels.Buying behavior of investors regarding demat and trading in equity services in surat city PRODUCTS AND SERVICE OFFERINGS SHAREKHAN offers a full range of financial services and products raging from Online to Offline to enhance the wealth of its customer and help them achieve their financial goals. To provide the highest possible quality of service. SHAREKHAN Professional Network offers real-time prices. Bhagwan Mahavir College of Management 19 .

Mumbai (BSE) and NCDEX.  DEPOSITORY SERVICES Value added services for seamless delivery. SHAREKHAN TRADING ACCOUNT: The company provides multitude of ways to access the account either through priority access to Relationship Manager over phone or Online access to the clients Accounts & Research Tools. active traders & non-resident Indians. It offers broker assisted trade execution.Buying behavior of investors regarding demat and trading in equity services in surat city  EQUITIES AND DERIVATIVES Comprehensive service for independent investors. SHAREKHAN TRADING ACCOUNT FEATURES: Priority Service: The company gives at most Priority to the clients who can access their accounts through telephone with the help of their respective Relationship Manager. The stock Exchange. SHAREKHAN offers the purchase and sale securities. 1) EQUITIES AND DERIVATIVES SHAREKHAN Retail Equity Business caters to the needs of individual Indian and Non-Resident Indian (NRI) investors. Through various types of brokerage accounts. Bhagwan Mahavir College of Management 20 . (NSEIL). Derivatives and Commodities instruments listed on National Stock Exchange of India Ltd.  SHAREKHAN RESEACH ANALYSIS Premium research on 401+ companies update daily. automated online investing and access to all IPO‘s. Which includes Equity.

dependable information. SHAREKHAN performs clearing services for all securities transactions through its accounts/company offers depository services to create a seamless transaction platform – execute trade through the SHAREKHAN securities and settle these transactions through the SHAREKHAN Depository services is part of SHAREKHAN value added services for the clients that creates multiple interfaces with the client and provides for a solution that care of all customer‘s needs.Buying behavior of investors regarding demat and trading in equity services in surat city Premium Research: The company is heavily into research hence gives benefits to the clients. demand objective. 2) SHAREKHAN RESEARCH ANALYSIS The SHAREKHAN research Analysis helps in building and maintaining the client‘s ideal portfolio. fast-based approach to rating stocks. Customers get access to portfolio statement and access to digital contract notes. It also helps the client in identifying the stocks by rating the stocks on the basis of facts and latest news. Online Accounting: The company allows clients to stay on the top of their investment with a snapshot of their Account statements. Which is objective. Bhagwan Mahavir College of Management 21 . 3) DEPOSITORY SERVICE SHAREKHAN is a depository participant with the National Securities Depository Limited and Central Depository Services (India) Limited for trading and settlement of dematerialized shares. Clients can take full benefit by accessing to SHAREKHAN research Analysis.

Anytime you like you can choose the online trading account that suits your trading habits and preferences. Bhagwan Mahavir College of Management 22 .Buying behavior of investors regarding demat and trading in equity services in surat city ONLINE TRADING PRODUCTS 1) CLASSIC/ FAST TRADE 2) TRADE TIGER / SPEED TRADE 3) DIAL – N – TRADE TRADE ONLINE WITH SHAREKHAN With A SHARKHAN online trading account you can buy and sell shares in an instant.

Buying behavior of investors regarding demat and trading in equity services in surat city 1) CLASSIC / FAST TRADE: A simple. Features of classic account: Bhagwan Mahavir College of Management 23 . user friendly online trading product which allows the users to buy/sell shares online and receive updated market information in the form of streaming quotes. Consumers Type: Retail investors. who are risk averse. invest long-term and do not trade too frequently.

Up to 10 Times till 3:15pm Delivery .  Online trading account for investing in Equities and Derivatives  Make IPO booking  Instant order and trade confirmations by email  Personalized Market Scan with your own customized stock ticker  Single screen interface for cash and Derivatives  Your very own Portfolio Tracker EXPOSURE :   Intraday .Buying behavior of investors regarding demat and trading in equity services in surat city  Streaming quotes of live market information  Free depository account  24 * 7 Order – Any time ordering  Multiple bank option  Instant cash transfer  Mobile phone alerts  One share at a time  Multiple watch lists  Integrated Banking.Up to 4 Times T+5 Days Benefits of classic account:  Trouble – Free and secure storage for shares  Flexibility to choose a bank  Flexibility to buy/sell even 1 share at a time  Immediate conformation of order  Apply IPO on Bhagwan Mahavir College of Management 24 . demat and digital contracts  Instant credit and transfer  Real time portfolio tracking with price alerts and secure transactions.

paced features:           Real time Streaming quotes. Power. TRADE TIGER / SPEED TRADE: Seed Tread is state–of-the–art web trading product ideal for active trading. instant order placement and trade conformation for equity / cash market. top gainers etc. online tic-by-tic charts. tic-by-tic charts. Market summary (most traded. It is ideal for active traders and jobbers who transact frequently during day‘s trading session to capitalize on intra-day price movements.) Ability to customize the terminal screen Hot keys for buy & sell Lightning fast order and trade execution & conformation Report for personal account details Pre-defined detailed sector – wise script list Simple order entry process Alerts and reminders Ability to place limit order and subsequently modify / cancel instantly Live market depth Order by phone After market order Common screen for cash as well as derivatives Sell Next Day (SND) Cancel all/ square off all       Bhagwan Mahavir College of Management 25 .Buying behavior of investors regarding demat and trading in equity services in surat city 2. It provides a single screen steaming quotes. highest value.

30 am and 9.critical for traders  Streaming quotes  Customized market watch. For people with difficulty in accessing the toll-free number. the Dial-n-Trade service enables you to place order. Enter your TPIN to be transferred to our telebrokers You also get the trusted.g. top gainers & looser.  Up to 6 charts visible at a time 3.Buying behavior of investors regarding demat and trading in equity services in surat city Benefits:  All benefits of classic/fast trade plus  SPEED. wherever you are Bhagwan Mahavir College of Management 26 .2 market watch at a time  Detailed and up-to-date market information and analysis – e. we also have a Reliance number (Your Local STD Code) 30307600 which is charged at as a local call. Features of Dial-n-Trade That enables you to trade effortlessly  TWO dedicated numbers for placing your orders with your cell phone or landline.  Simple and Secure Interactive Voice Response based system for authentication      No waiting time. Toll free number: 1-800-22-7050. professional advice of our telebrokers After hours order placement facility between 8. market depth of a script. DIAL-N-TRADE Free with your SHAREKHAN Classic Account. top traded volumes.00 am Reliable service.

Buying behavior of investors regarding demat and trading in equity services in surat city CHAPTER LITERATURE REVIEW 2 Bhagwan Mahavir College of Management 27 .

Almost all major companies. sellers as well as buyers increased several folds. Consumer is the most important guest in our premises — these are some of the phrases that have been in use since the advent of business. It helps for decision making about the problem. Literature review helps in removing the gaps between theory and the existing study. but as it expanded beyond geographical boundaries. banking. just not only selling product or services. finance or IT. According to Schiffman & Kanuk. So in short to clean the rosy picture and to identify the clear cut solution literature review is helpful. Bhagwan Mahavir College of Management 28 . the market used to be small and limited to a few manufacturers and consumers. buying behavior and preferences in order to build long-lasting relationship. It provides valuable insight in the topic. Consumer is always right. have realized the importance of consumer and are therefore trying to retain their loyalty. Earlier. The information collected for the literature review should be relevant and valid as well as reliable. The free market has led to cutthroat competition among the manufacturers who are trying to capture as much market share as possible.Buying behavior of investors regarding demat and trading in equity services in surat city Chapter-2 LITERATURE REVIEW IMPORTANCE Literature review helps to understand the topic thoroughly. whether in telecommunication. credit card. Organizations are now. but also expanding their operations to understand their consumer‘s demographic profile. CONSUMER BUYING BEHAVIOUR Consumer is God.

family. and discarding products for personal consumption. evaluating and disposing of product and services that they expect will satisfy their needs‖ According to Phillip Kotler. and select between different alternatives (e.Buying behavior of investors regarding demat and trading in equity services in surat city ―Consumer Behavior can be defined as the behavior that consumer displays in searching for. consumer motivation. brands.  The behavior of consumers while shopping or making other marketing decisions.K. using. products).‖ According to N.  The psychology of how the consumer is influenced by his or her environment (e. signs. ―The decision processes and acts of final household consumers associated with evaluating. feel..Malhotra. ― The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how  The psychology of how consumers think.‖ ―An analysis of the consumer‘s behavior in terms of consumer consumption patterns. ―Consumer Buying Behavior refers to the behavior of ultimate user of the product‖ ―Buying Behavior is defined as the body of knowledge that tries to understand and predict consumers‘ reactions based on individuals specific characteristics.g.. consumer buying process and shopping behavior is very much helpful to formulate a firm‘s marketing strategy. reason. consumer preferences. culture. purchasing.g. Bhagwan Mahavir College of Management 29 . buying. consuming. media).

Buying behavior of investors regarding demat and trading in equity services in surat city  Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome. We also learn that consumers will sometimes be persuaded more by logical arguments.  How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer. The marketing concept is consumer oriented and the emphasis is more on the consumer rather than on the product. For example. we will be able to make a more informed decision as to which strategy to employ. All the business activities should be carried out in ways which are directed towards the satisfaction of the consumer needs. whose needs and desires have to be coordinated with the set of products and production programmers. we learn that to be effective. The essence of modern marketing lies in building of profit along with creating meaningful value Bhagwan Mahavir College of Management 30 . Understanding these issues helps us adapt our strategies by taking the consumer into consideration. and  How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. by understanding that a number of different messages compete for our potential customers‘ attention. advertisements must usually be repeated extensively. but at other times will be persuaded more by emotional or symbolic appeals. The essence of modern marketing lies in building of profit along with creating meaningful value satisfaction for the costumers. Thus the marketing concept is consumer oriented and the emphasis is more on the consumer rather than on the product. By understanding the consumer. marketing success an enterprise depends as its ability to create a community of satisfied consumers. Therefore. So the ultimate objective of a business firm is to create a consumer who is said to be pivot around which the entire business of a firm revolves.

motivations. which operate across the different types of people and influence their behavior. Buying Behavior is the decision processes and acts of people involved in buying and using products. Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. gender. colleagues. professional status to social influences of various kinds exerted a family. Consumer behavior is affected by a host of variables ranging from personal. social economic and cultural background.Buying behavior of investors regarding demat and trading in equity services in surat city satisfaction for the costumers. and society as a whole. friends. professional needs. The combination of these factors help the consumer in decision making further Psychological factors that as individual consumer needs. A firm needs to analyze buying behavior for: Bhagwan Mahavir College of Management 31 . All the business activities should be carried out in ways which are directed towards the satisfaction of the consumer needs. The effort to ensure consumer satisfaction lies in understanding the consumer. Therefore. marketing success an enterprise depends as its ability to create a community of satisfied consumers. attitudes and values. Marketing starts with the consumers and ends with the consumer. personality characteristics. whose needs and desires have to be coordinated with the set of products and production programmers. age. Satisfaction of the consumers becomes the most important goal of a business enterprise. his likes dislikes. his expectations and motivation. the learning process personality characteristics are the similarities. perceptions attitudes.

Dissonance reducing buying behavior.Buying behavior of investors regarding demat and trading in equity services in surat city  Buyers‘ reactions to a firms marketing strategy has a great impact on the firms‘ success. Types of Buying Behavior Consumer decision making varies on the basis of product characteristics. 4. when and how consumers buy. 1. It can be any of the following. COMPLEX BUYING BEHAVIOR Consumers are highly involved in a purchase when it is expensive bought in frequently risky and highly self-expressive.  Marketers can better predict how consumers will respond to marketing strategies. therefore need to analyze the what. High Involvement Significance Significance difference difference Between brands Between brands No difference No difference Between brands Between brands COMPLEX BUYING BEHAVIOR Low Involvement VARIETY SEEKING BUYING BEHAVIOR DISSONANCE RDUCING BUYING BEHAVIOR HABITUAL BUYING BEHAVIOR 1. Typically the consumer Bhagwan Mahavir College of Management 32 . 2.  The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies (gives utility to) customers. Complex buying behavior. Variety seeking buying behavior. where. Habitual buying behavior. 3.

Here consumers are often observed to do a lot of brand switching. Bhagwan Mahavir College of Management 33 . 4. The buyer will shop around to learn what is available but will buy fairly quickly because brand differences are not pronounced the buyer may respond primary to a good price or the convenience of purchasing at that time or place. VARIETY.Buying behavior of investors regarding demat and trading in equity services in surat city does not know much about the product category and has much to learn. HABITUAL BUYING BEHAVIOR Consumer‘s behavior in these cases not passes through the belief attitude consumers do not search extensively for information about the evaluation their characteristics and make a weighty decision on which one to buy. 3.REDUCING BUYING BEHAVIOR The high involvement is again based of the fact that the purchase is expensive infrequent and risky. This buyer will pass thought a cognitive learning process characterized by then attitude and the making a thoughtful purchase choice..SEEKING BUYING BEHAVIOR Some buying situation is characterized by low consumer involvement but significant brand differences. DISSONANCE . 2.

. organize or interpret the things to give meaning to the surrounding environment. ―Perception is a unique way in which individual see.g.‖ Perception has several steps. PERCEPTUAL FILTER: Perception is how we see ourselves and the world we live in. product has fun ads) Bhagwan Mahavir College of Management 34 . humorous ad for particular product)  Retention – adding the meaning to one‘s internal makeup (i. recognizing it is an ad)  Awareness – assigning meaning to a stimuli (e. seeing an ad) Attention – an effort to recognize the nature of a stimuli (e..e.g.   Exposure – sensing a stimuli (e.g.Buying behavior of investors regarding demat and trading in equity services in surat city MAJOR FACTORS INFLUENCING BUYING BEHAVIOR INTERNAL INFLUENCES 1. receive.

Alternatively. Marketing Implications: Marketers may conduct research that will gauge consumers‘ level of knowledge regarding their product. Thus. They must make their communication such that target audience can interpret it same as intended by marketers. 3.g. a Bhagwan Mahavir College of Management 35 . ―Attitude is predispositions to act or react to a particular thing‖ Marketing Implication: Marketers facing consumers who have a negative attitude toward their product must work to identify the key issues shaping a consumer‘s attitude then adjust marketing decisions (e. ATTITUDE: Attitude refers to what a person feels or believes about something. an important strategy is to work to see why consumers feel positive toward the competitor and then try to meet or beat the competitor on these issues.. advertising) in an effort to change the attitude. incentives) to encourage consumers to accept more information (or correct information) may affect other influencing factors. 2. developing methods (e. KNOWLEDGE: Knowledge is the sum of all information known by a person. It is the facts of the world as he/she knows it and the depth of knowledge is a function of the breadth of worldly experiences and the strength of an individual‘s long-term memory.Buying behavior of investors regarding demat and trading in equity services in surat city Marketing Implication Marketers must understand the process of perception through which customer passes. As we will see below. it is likely that other factors influencing consumer behavior are in large part shaped by what is known about a product.g. For companies competing against strong rivals to whom loyal consumers exhibit a positive attitude..

g.Buying behavior of investors regarding demat and trading in equity services in surat city company can try to locate customers who feel negatively toward the competitor and then increase awareness among this group. Appealing to the consumer‘s self concept needs could expand the market to which the product is targeted. However. determined by how we spend our time and money. in-depth research may yield information that shows consumers are purchasing products to fulfill self-concept objectives that have little to do with the demographic category they fall into (e. when examining consumers a marketer may initially build marketing strategy around more obvious clues to consumption behavior. In simple terms it is what we value out of life.. PERSONALITY: An individual‘s personality relates to perceived personal characteristics that are consistently exhibited.. Marketing Implication: For marketers it is important to know that consumers make purchase decisions to support their self concept. income). such as consumer‘s demographic indicators (e. senior citizen may be making purchases that make them feel younger). 4. Using research techniques to identify how customers view themselves may give marketers insight into products and promotion options that are not readily apparent. For example. LIFESTYLE: This influencing factor relates to the way we live through the activities we engage in and interests we express.g. age. Marketing Implication: Lifestyle is often Bhagwan Mahavir College of Management 36 . occupation. especially when one acts in the presence of others. 5.

―Motivation refers to the intensity. MOTIVATION: Motivation relates to our desire to achieve a certain outcome. For instance.Buying behavior of investors regarding demat and trading in equity services in surat city Products and services are purchased to support consumers‘ lifestyles. Bhagwan Mahavir College of Management 37 .g. which relates to how much effort the consumer will exert in making a decision. milk) but marketers who market products and services that may lead to high level of consumer involvement should prepare options that will be attractive to this group.‖ Marketing Implication: Motivation is also closely tied to the concept of involvement. 6. Not all products have a high percentage of highly involved customers (e. direction and persistence of efforts of an individual towards achieving a particular goal.. Marketers have worked hard researching how consumers in their target markets live their lives since this information is key to developing products. Typically the underlying message of this promotional approach is to suggest that using the advertiser‘s product will help raise one‘s status in the eyes of others while using a competitor‘s product may have a negative effect on status 7. Marketing Implication: Advertisers often show how the benefits of their products aid consumers as they perform certain roles. suggesting promotional strategies and even determining how best to distribute products. ROLES: Roles represent the position we feel we hold or others feel we should hold when dealing in a group environment. Highly motivated consumers will want to get mentally and physically involved in the purchase process.

These efforts help pave the way for spotting trends within a sub-culture. EXTERNAL INFLUENCES Consumer purchasing decisions are often affected by factors that are outside of their control but have direct or indirect impact on how we live and what we consume. Additionally.. in many cases. especially in promotional appeals.g. new sales channels. CULTURE: Culture represents the behavior.. B. new products. free trial before committing to the purchase. By doing so the marketer hopes the consumer feels more comfortable with or can relate better to the product since it corresponds with their cultural values. allow customers to experience the product (e. etc. which the marketer can capitalize on through new marketing tactics (e.g. Bhagwan Mahavir College of Management 38 . smart marketers use strong research efforts in an attempt to identify differences in how sub-culture behaves. added value. the way we act learned by interacting or observing other members of society. information on website. 1. The objective is to connect to consumers using cultural references that are easily understood and often embraced by the consumer. free video preview) and. marketers often use cultural representations.Buying behavior of investors regarding demat and trading in equity services in surat city marketers should make it easy for consumers to learn about their product (e.. Marketing Implication: As part of their efforts to convince customers to purchase their products. beliefs and. for some products.g.

and create appealing marketing promotions to which consumers can relate. OTHER GROUP MEMBERSHIP: Some of the basic groups we may belong to include:  Social Class – represents the social standing one has within a society based on such factors as income level. 3. marketers seek to locate group leaders and others to whom members of the group look for advice or direction. develop new products. can be used to gain insight into group behavior and if these opinion leaders accept promotional opportunities could act as effective spokespeople for the marketer‘s products. in some cases. These opinion leaders. Marketing Implications: Marketers can take advantage of decisions made in uncontrollable situations in at least two ways. SITUATION: A purchase decision can be strongly affected by the situation in which people find themselves. Not all situations are controllable. education. Doing so helps identify target markets. occupation  Family – one‘s family situation can have a strong effect on how purchase decisions are made  Reference groups – most consumers simultaneously belong to many other groups with which they associate or. feel the need to disassociate Marketing Implication: Identifying and understanding the groups‘ consumers belong to is a key strategy for marketers. if well respected by the group. Bhagwan Mahavir College of Management 39 . In particular.Buying behavior of investors regarding demat and trading in equity services in surat city 2. in which case a consumer may not follow their normal process for making a purchase decision.

1% 18.7% 22.4% 24.4% 8.9% 2.2% Childr en 0.3% 33.6% 0.4% 1.7% 7. where marketers explain that using their product will prevent unexpected damage to their vehicles.3% Joint 20.7% 6.5% Elder s 14% 11.6% 0.4% 15.5% 29. like TVs Buying durables like washing machines Deciding on holiday destinations 25% 7.9% 4. A recent survey on buying behavior by Jeremy Nye.5% 1% 5.1% 31.7% 5.5% 18. marketers can use marketing methods that attempt to convince consumers that a situation is less likely to occur if the marketer‘s product is used.Buying behavior of investors regarding demat and trading in equity services in surat city First.2% 34% 24.1% 33.4% 26.6% 9. the marketers can use promotional methods to reinforce a specific selection of products when the consumer is confronted with a particular situation.2% 11.2% 4.2% Spouse 5. Second.1% 18. This can also be seen with auto products. For example.3% 28.6% 19.2% 31.6% 21.5% 6.6% 5% 10.8% 6.8% 21.2% 33. BBC gives the following findings: Who decides? Self Buying a house Child's marriage Own marriage Child's education Taking a loan Fixing monthly budget Buying entertainment durables.7% 20.3% 20.8% 5.6% 10. automotive services can be purchased that promise to service vehicles if the user runs into problems anywhere and at anytime.6% Bhagwan Mahavir College of Management 40 .4% 12.4% 26.8% 8.3% Family 30.4% 4% 0.

Bhagwan Mahavir College of Management 41 .Buying behavior of investors regarding demat and trading in equity services in surat city How Consumers buy? Now that we have discussed the factors influencing a consumer‘s decision to purchase. buy the same product) and little effort is involved in making a purchase decision. brand loyal purchases consumers may skip several steps in the purchasing process since they know exactly what they want allowing the consumer to move quickly through the steps. thus the decision is a routine one (i. whether a consumer will actually carryout each step depends on the type of purchase decision that is faced. In cases of routine. But for more complex decisions. let‘s examine the process itself. For instance. for minor repurchases the consumer may be quite loyal to the same brand. This process is presented in a sequence of 5 steps as shown below. the purchasing process can extend for days. So in presenting these steps marketers should realize that. weeks. such as Major New Purchases.. depending on the circumstances surrounding the purchase. However. the importance of each step may vary.e. months or longer.

memory. Hungry.discussed next. see a commercial for a new pair of shoes. 1. All consumer decisions do not always include all 5 stages. the evoked set. Evaluation of Alternatives: Need to establish criteria for evaluation. want to go out and eat.  External search if you need more information. Bhagwan Mahavir College of Management 42 . Rank/weight alternatives or resume search.. Marketer dominated sources.. Indian gets highest rank etc. public sources etc. Hunger stimulates your need to eat. Not all decision processes lead to a purchase. A successful information search leaves a buyer with possible alternatives.. comparison shopping. Information search  Internal search. Actual purchasing is only one stage of the process. 2. May decide that you want to eat something spicy.Buying behavior of investors regarding demat and trading in equity services in surat city STAGES OF THE CONSUMER BUYING PROCESS: Five Stages to the Consumer Buying Decision Process (For complex decisions).E.g: Hunger--Food. stimulates your recognition that you need a new pair of shoes. evoked set is:  Chinese food  South Indian food  Punjabi Food 3. e. determined by the degree of complexity. Friends and relatives (word of mouth). features the buyer wants or does not want. Problem Recognition (Need Recognized): Difference between the desired state and the actual condition. Can be stimulated by the marketer through product information-did not know you were deficient? I.

Can you think of another restaurant? Look in the yellow pages etc. what to buy. 5. 4. Decider: . Buyer: .The person who ultimately buys the product. Post-Purchase Evaluation: Outcome: Satisfaction or Dissatisfaction.The person who first suggests to buy a good or service. package. method of purchase etc.The person who decides on any component of buying decisions. store. 1. Purchase decision: Choose buying alternative. may think that really you wanted a Chinese meal instead. After eating an Indian meal. Initiator: . 3. 2. BUYING ROLES: We can distinguish the five roles people ply in buying decisions. have you made the right decision. product availability. This can be reduced by warranties. how to buy. time lapse between 4 & 5. or where to buy. Bhagwan Mahavir College of Management 43 . after sales communication etc. 4. includes product.The person who consumes or uses the product. Marketers try to influence by "framing" alternatives. User: . Cognitive Dissonance.  Actual Purchase: May differ from decision. 5. Influencer: .The person whose views or advice influence the buying decision.Buying behavior of investors regarding demat and trading in equity services in surat city If not satisfied with your choice then returns to the search phase. Information from different sources may be treated differently. whether to buy.

BPO. Verma and Sheetal Kapoor surveyed 313 families living in Delhi. To examine the family buying process and to identify the roles played by different family members. The Indian consumer is in the grip of a big change. who had purchased one of six durable consumer products in recent years. banks. Therefore. The well-off segments of the population are becoming more cosmopolitan in work-culture. only 16 % of Indian professionals are women. India‘s growth rate in the past two decades has been amongst the top ten in the world.ranging from what cars to buy to what clothes manufacturers to patronize -.Buying behavior of investors regarding demat and trading in equity services in surat city TREND OF CONSUMERS AND THEIR BUYING BEHAVIOUR IN INDIA India is the fourth largest economy in the world as far as purchasing power is concerned just behind USA. consumer decision-making in all areas -. D. has shifted from IT. entertainment. This is because the country and its environment have become more complex in recent times.is dictated by men when it comes to the most upscale market segment in India. and PSU disinvestments to infrastructure. and real Bhagwan Mahavir College of Management 44 . energy. and lifestyle in general. India has a large and growing middle class population of 300 mn people that has the disposable income for consumer goods making it a strong emerging market. pharmacy. S. Even today.2bn of investments in 2004 (CMIE). It was amongst the top 5 recipients of private equity flows in Asia in 2003 and expects around US$1. A new trend towards globalization is taking India further on the path of change. P. food habits. distressed assets. Even though 25% of the population lives below the poverty line. The equity focus estate. Japan. and China.

the buyer and the user) played by family members were examined for the study. followed by cars and desktop computers. conducted by market research agency NFO-MBL across six top metros and profiling 3. the influencer. While the young. decider and buyer. Life insurance was found to be the biggest financial investment for most Indians. The husband was found to play the highly significant roles of coordinator. The following are the findings of various researches done in India. agencies and advertisers to understand this particular horizon professional. the decider. subsequently it seemed to become much more unilateral in terms of the role played by the decidermember. Washing machines were the most desirable consumer durable products. using the latest census as a base. followed by the stock markets. a study by BBC World. and 42% of these subscribed to AirTel cellular service. 56% of the people surveyed felt that it was all right to give or take bribes to get their work done. well-educated women in the family emerged significantly as initiators of the buying decision and students and children among the influencers. and the purchase decision process was relatively democratic at the initial stages. 'Horizon 2003'. the initiator. will greatly help media planners. The research. of which 52% had a Nokia. BBC's 24-hour international news and information channel.80. A slightly smaller number (40%) thought it perfectly acceptable 'to make money through underhand means/deals.Buying behavior of investors regarding demat and trading in equity services in surat city Five roles (namely. 42% of the respondents owned a mobile phone. Bhagwan Mahavir College of Management 45 . gives some startling insights into the attitudes and activities of India's leading consumers and decision makers.000 people.

Buying behavior of investors regarding demat and trading in equity services in surat city

INVESTORS BEHAVIOUR: It is a well documented empirical fact in the finance literature that there is significant heterogeneity across individuals in investment behaviors such as the decision to invest in the stock market and the choice of asset allocation. Are individual investors genetically predisposed to certain behaviors and born with a persistent set of abilities and preferences which affect their decisions in the financial domain or are investment behavior to significant extent shaped by environmental factors, such as parenting or individual-specific experiences? These questions are fundamental for our understanding of the behavior of individual investors, but so far existing research has not offered much systematic evidence on them. In this paper, we seek to fill this void by estimating the extent to which nature, i.e., genetic variation across individuals, versus nurture or other environmental treatments explain the observed heterogeneity in investment decisions. To decompose the variance of three important measures of investment behavior ± stock market participation, the relative amount invested in equities (share of equities) and portfolio volatility ± into genetic and environmental components, we examine identical and fraternal twins. The intuition of our identification strategy is right forward: if individuals who are more closely related genetically (e.g., identical twins) tend to be more similar on measures of investment behavior, then this is Evidence for that behavior being, at least partially, caused by a genetic factor. Using data on twins Allows us to identify an unobservable genetic component and environmental components that are either common (shared) or non-shared among twins. Our data on 37,504 twins are from the Swedish Twin Registry, which maintains and manages the world¶s largest database of twins. Until the abolishment of the wealth tax in Sweden in 2006, the law required all financial institutions to report information to the Swedish Tax Agency about assets an individual owned

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Buying behavior of investors regarding demat and trading in equity services in surat city

as of December 31 of that year. This allows us to compile a matched data set of twins and their complete financial portfolios. A study on Individual Investor Behaviour by Hisashi Kaneko: Senior Quantitative Analyst Financial Knowledge Research Division Nomura Research Institute (Chartered Member of the security Analysts Association of Japan) Although institutional aspects in Japan have been improved to encourage the holding of investment trusts by individual investors, it cannot yet be said that investment trusts have permeated the individual investor market. One reason for this is that the improvement of related systems was conducted without sufficient understanding of the reasons behind the investment behavior of individual investors. By focusing on the buying and selling of investment trusts by individual investors, and examining such behavior from a behavioral finance perspective, phenomena such as realize profits quickly when in the black, but defer taking losses when in the red and selecting funds based on the level of unit price can be observed. If these characteristics of buying and selling behavior by individual investors are taken into consideration, it is clear that many investment trusts have room to rethink the way in which they manage their funds. In addition, to promote the holding of long-term positions in investment trusts, purchasing methods such as the dollar-cost averaging method may be effective. This report conducted an analysis focusing on investment trusts. However, other assets including savings deposits and shareholdings must be considered when analyzing individual asset management decisions. Sales methods applied to investment trusts should be considered in the light of the above points, on which subject future debate is also necessary.

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Buying behavior of investors regarding demat and trading in equity services in surat city

CHAPTER
RESEARCH METHODOLOGY

3

3.1 Problem definition 3.2 Research Objectives 3.3 Research Design 3.4 Sampling Design 3.5 Data Collection Method 3.6 Analysis tools and techniques 3.7 Limitation of Research

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organizing and evaluating data. formulating a hypothesis.Buying behavior of investors regarding demat and trading in equity services in surat city Chapter: 3 MEANING OF RESEARCH RESEARCH METHODOLOGY Research in common parlance refers to a search for knowledge. As such the term ‗research‘ refers to the systematic method consisting of enunciating the problem. In fact. formulating hypothesis or suggested solutions. and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis‖ Research is. comparison and experiment. In short. observation. thus. Bhagwan Mahavir College of Management 49 . analyzing the facts and reaching certain conclusions either in the form of solutions(s) towards the concerned problem or in certain generalizations for some theoretical formulation. research is an art of scientific investigation. The Advanced Learner‘s Dictionary of Current English lays down the meaning of research as ―a careful investigation or inquiry especially through search for new facts in any branch of knowledge. an original contribution to the existing stock of knowledge making for its advancement. collecting the facts or data.‖ According to Clifford Woody ―research comprises defining and redefining problems. the search for knowledge through objective and systematic method of finding solution to a problem is research. The systematic approach concerning generalization and the formulation of a theory is also research. making deductions and reaching conclusions. Once can also define research as a scientific and systematic search for pertinent information on a specific topic.‖ Redman and Mory define research as a ―systematized effort to gain new knowledge. collecting. It is the pursuit of truth with the help of study.

situation or a group (studies with this object in view are known as descriptive research studies). To determine the frequency with which something occurs or with which it is associated with something else (studies with this object in view are known as diagnostic research studies). The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. c. relevant to appraisal specific personnel situation facing the company. we may think of research objectives as falling into a number of following broad groupings: a. It is cover the following points: A. OBJECTIVES OF RESEARCH The purpose of research is to discover answers to questions through the application of scientific procedures. b. To gain familiarity with a phenomenon or to achieve new insights into it (studies with this object in view are termed as exploratory or formulate research studies). B. Though each research study has its own specific purpose. analysis and reporting of data and finding. Sample Design. C. Data collection method.Buying behavior of investors regarding demat and trading in equity services in surat city Research methodology is the systematic design. To test a hypothesis of a causal relationship between variables (such studies are known as hypothesis-testing research studies) Bhagwan Mahavir College of Management 50 . Research methodology describes the research procedure. collection. d. To portray accurately the characteristics of a particular individual. Research design.

1 Problem definition Problem Statements:  How to know requirements of peoples of Surat city regarding trading in equity service?  How to get comparative advantage in competitive market of trading in equity service in Surat city?  As a new branch in Surat city. How to make our communication effective to the customer/investors so it provide solution for their investment services problems? Management Decision Problem ―How to increase clients by providing them best services in the field of Demat a/c & trading in equity services?‖ Marketing Research Problem ―What is investors‘ Buying Behavior regarding Demat account and trading in equity services in Surat city?‖ Bhagwan Mahavir College of Management 51 .Buying behavior of investors regarding demat and trading in equity services in surat city 3.

 To identify the social factors that affect investors‘ buying behavior in Surat city.Buying behavior of investors regarding demat and trading in equity services in surat city 3.  To identify the effective medium of communication in Surat city. Secondary Objectives:  To know people‘s preference about various brands for investment in equities in Surat city.2 Research Objectives Primary Objective:  To know the buying behavior of investors regarding Demat and trading in equity services in Surat city.  To identify the most popular type of trading in equities in Surat city.  To measure the satisfaction level of investors regarding various parameters for investment in equities services in Surat city. Bhagwan Mahavir College of Management 52 .  To measure the importance of various parameters for investment in equities services in Surat city.

Buying behavior of investors regarding demat and trading in equity services in surat city 3. How we came to know about problem statement? Answer is we have gone through secondary data of the company. Bhagwan Mahavir College of Management 53 . and strategy of investigation conceived so as to obtain answers to research questions and to control variance. Why Exploration?  One of the reasons is that the area of my investigation was new. Exploratory Stage: The first stage in research design is exploration of current situation. For more information about that we have also gone through literature review with that regard.3 Research Design ―It is an overall framework of project that indicates what information to be collected from which sources and by which procedures.‖ It is also the plan. Also we have gone through internal database of the company.  Here company did not have any clarity about the problem statement. 2. Descriptive and cross-sectional research design was used because it described the phenomena under study and recommendations / findings were specific under this study. Descriptive studies: In this project. this is my first study of investigation. In this stage clarification of the specific problem is identified. What should be researched what should be not?  Also due to time constrains. structure. 1. We have talked to the management. It saved time because it helped me to clarify the situation more precisely.

where. Exploratory Descriptive Cross-sectional Bhagwan Mahavir College of Management 54 . The objective of such studies is to answer who.‖ ―Other cases when a descriptive study could be taken up are when he or she is interested in knowing the proportion of people in a given population who have behaved in a particular manner. and way of the subject under investigation. which needs different technique and skill. occupation or income. Researcher frequently uses them. Cross-sectional studies are two types – field studies & survey method. When the researcher is interested in knowing the characteristics of certain group such as age. there are come practical difference. Cross-Sectional Studies: Cross-sectional studies are carried out once and selected. making projections of a certain thing: or determining the relationship between two of more variables. what. Although the distinction between them is not clear-cut. A cross-sectional study is concern with a sample of element from a given population. educational level. a descriptive study may be necessary. Descriptive studies can be complex. when. as the research will be carried out in a particular time only.Buying behavior of investors regarding demat and trading in equity services in surat city ―Descriptive studies are undertaken in many circumstances.‖ Descriptive studies can be divided into two broad categories crosssectional and longitudinal. demanding a high degree of scientific skill on the part of the researcher. sex.

Survey Time: 1st July to 13th July Execution of sampling process: I had collected data from users of Demat and trading in equity service.Buying behavior of investors regarding demat and trading in equity services in surat city 3. non-probability Sampling design had been used and the Sampling method employed was convenience Sampling. Sample size: Considering both TIME & MONEY constraints. I went for survey of 120 respondents. This had been done instead of pure random sampling method (probability Sampling) because of time and money constraints. Defining the target population Element: Potential users of Demat account and trading of equity services.4 Sampling Design Sampling Method: In this study. Sampling unit: users of trading in equity service Extent: Surat city. Bhagwan Mahavir College of Management 55 .

Buying behavior of investors regarding demat and trading in equity services in surat city 3. Bhagwan Mahavir College of Management 56 . and magazines. Secondary newspapers.  Secondary Data: data were collected from many sources like books. questionnaire was prepared to study the investors‘ behavior.5 Data Collection Method Data Sources:  Primary Data: Utilizing the information from the Secondary data. Primary data were collected directly from the respondents to solve the problem. company‘s report.

pilot testing was done for 10 respondents. the questionnaire was fine-tuned. In this case. used. Research Instrument: The most effective research instrument for data collection was questionnaire. Therefore pilot testing was done.Buying behavior of investors regarding demat and trading in equity services in surat city 3. There were multiple-choice questions as well as Interval Scale Questions and open ended questions. before actual research was done. for this study was the structured questionnaire was questionnaire administered through face-to-face Bhagwan Mahavir College of Management 57 . Pre-testing of questionnaire: It was necessary to check the questionnaire. This interviews. And based on the feedback.6 Analysis tools and techniques Research Approach: Survey method was adopted to gather the primary data. both close-ended questions and open-ended questions were included. Types of questions: In the questionnaire. This survey included face-to-face interview with respondents.

findings cannot be generalized to the larger population.7 Limitation of Research As every coin has two sides. Bhagwan Mahavir College of Management 58 . one good and other bad. There for. Especially some people found less concentrated towards questionnaire which may lead to bias. Some of the major limitations of my study are mentioned below:  Probability sampling was not used and therefore the results cannot be generalized.  The sample size of 120 customers is very small compared to the population size.Buying behavior of investors regarding demat and trading in equity services in surat city 3. my study has some limitation.  Here only those respondents who were available at trading branch.

Buying behavior of investors regarding demat and trading in equity services in surat city CHAPTER 4 DATA ANALYSIS AND INTERPRETATION Bhagwan Mahavir College of Management 59 .

00 Age Group From above table it is found that 66.00 6.67 16.50 years Above 50 years Total 80 80 70 No.67 10.30 years 31 years . of Respondent 60 50 40 30 20 10 0 Series1 18-30 80 31-40 20 41-50 12 >50 8 Series1 20 12 8 No. which collectively covers maximum respondents 16. Here series 1 shows the series of different age groups. of Respondent 80 20 12 8 120 Percentage 66.67 100.Buying behavior of investors regarding demat and trading in equity services in surat city Chapter: 4 Data Analysis and Interpretation The demographic profile of the respondent is as follows: 1.67% respondents are between ages of 18 years-30 years.67% respondents are more than 50 years. And 10% are of age 4150 years and 6. Bhagwan Mahavir College of Management 60 . Age Group: Age Group 18 years .67 % are between ages of 31 years – 40 years.40 years 41 years .

67% respondents having less than 10.000 rupees.000 >1.67 40.001-25. of respodent From above table it is founds that 40.001 – 1.000 rupees per month and 26.000 10.25000 25.00 26.000 rupees per month and 8% respondents having above 1.67 % having 25.000 rupees per month while 11.001 – 50.001 .001-50.00 6. of Respondent 14 48 32 18 8 120 Percentage 11.00 > 100000 8 50001 . Here series 1 shows the series of different income groups.00% respondents are having income range of 10.000 50.25000 48 Less than 10000 14 0 10 20 30 40 50 No.00. Income Group: Income Group Less than 10.100000 Income Group 18 25001 .00. Bhagwan Mahavir College of Management 61 .67 100.50000 32 Series1 10001 .Buying behavior of investors regarding demat and trading in equity services in surat city 2.67 15.000 Total No.00.

33 60. Education: Education S.C pass while 35. of respondent 60 80 From above table it is found that 3.C 0 0 20 40 No.00 % is S.S.S.C Graduate P.C 4 Series1 S.83 100.84% respondents are graduates. Bhagwan Mahavir College of Management 62 .83% respondents are post graduates.S.33% respondents are H.00 P.00 3.84 35.G Total No.G 43 Graduate Education 73 H.S. 60.Buying behavior of investors regarding demat and trading in equity services in surat city 3.S.C pass.C H. of Respondent 0 4 73 43 120 Percentage 0. Here series 1 shows the series of different education. and 0.S.

5% are Professional while 0.67 39.83 5. Bhagwan Mahavir College of Management 63 .00 49 50 No.83 % are other category which is in this case she is housewife.00 0. 40.17% are employees.17 7.5 40. of Respodent 40 30 20 10 0 Series1 6 1 47 8 9 Occupation From above table it is found that 6.83% are businessmen. of Percentage Respondent 8 47 9 49 6 1 120 6.Buying behavior of investors regarding demat and trading in equity services in surat city 4. 7. Here series 1 shows the series of different occupation.67% respondents are student.83 100. Occupation: Occupation Student Service Professional Business Retired Others Total No. 39. 5.00% are retired.

5 15.1 Which of the following brand for DEMAT account and trading in equities have you ever deal in Surat city? Purpose of this Question: This question is asked to respondents to know their preferences about various brands that are operating in surat.com Kotak Securities Indiainfoline Ltd Motilal Oswal Ltd 5% 4.com Kotak Securities Indiainfoline Ltd Motilal Oswal Ltd HDFC Securities Reliance Money Others Total No.50% 11.5 11.17% 15% HDFC Securities Reliance Money Others Bhagwan Mahavir College of Management 64 .17 4. Brand’s Sharekhan Angel Broking 5paisa.17% 4.00% 2.00 4.5 7.50% Angel Broking 5paisa.17 5.00 12.66% 37. of Percentage Respondent 45 18 5 5 6 15 3 9 14 120 37.66 100.Buying behavior of investors regarding demat and trading in equity services in surat city Q.5 2.50% 12.00 Brand's Sharekhan 5.

Bhagwan Mahavir College of Management 65 . The Pie charts represent percentage of investor‘s preferences for each brand. (12. (5. (11.Buying behavior of investors regarding demat and trading in equity services in surat city From the above table it is found that brand has its highest brand prefer Sharekhan for trading is among peoples (37. (7. (4. whereas the brand preference for other brands in descending order are (15.00%)Indiainfoline. And from the result the ranking of various brands is done.00%)Angle Broking.17%) for 5paisa.5%) Motilal Oswal.5%) Reliance Money.50%) in Surat.67) other local brands.com and Kotak securities.

00 12.00 Bhagwan Mahavir College of Management 66 .5 2.5 11.com Kotak Securities Indiainfoline Ltd Motilal Oswal Ltd HDFC Securities Reliance Money Others local brands Total No.17 5. Respondent's Brand Brand’s Sharekhan Angel Broking 5paisa.2 At which brand(s) you are investing in equities? Purpose of this question: This question helps to know investor‘s brand which will help in knowing the market share of various brands.5 15.5 7.66 100.17 4.Buying behavior of investors regarding demat and trading in equity services in surat city Q. of Respondent 45 18 5 5 6 15 3 9 14 120 Percentage 37.00 4.

Reliance Money having 7.5% respondents. other local brands having 11. Angle Broking having 15. Indiainfoline having 5.67% of investors.00% of investors.5% of investors. 4.com and Kotak securities. Bhagwan Mahavir College of Management 67 . Motilal Oswal having 12.00% of investors.5% of investors. of Respondent 40 35 30 25 20 15 10 5 0 5 5 6 3 18 15 9 14 series1 Brand's From the above table it is found that Sharekhan is the first in terms of investors having 37.Buying behavior of investors regarding demat and trading in equity services in surat city 45 45 No.17% of investors from 5paisa. Here series 1 shows the series of respondents of various brand in surat city.

Type of Trading Online Offline Total No.00 120 100 No. Bhagwan Mahavir College of Management 68 .83% respondents prefer online trading while only 14. Here series1 shows the series of respondent‘s preferences for trading in equity in surat city.17% people prefer offline trading.17 100. of Respodent 80 60 40 20 0 103 Series1 17 Online Types of Trading Offline From the above table it is found that 85.Buying behavior of investors regarding demat and trading in equity services in surat city Q.83 14.3 Which type of trading do you prefer? Purpose of this question: This question helps to know investor‘s preferences for trading in equity in share market. of Percentage Respondent 103 17 120 85.

17 20.83 4.83 100.17 100.Buying behavior of investors regarding demat and trading in equity services in surat city Q.00 100. of Percentage Respondent Yes No Total 95 25 120 79.00 30.0 Future & Option: No. of Percentage Respondent Yes No Total 84 36 120 70. Delivery: No.0 Bhagwan Mahavir College of Management 69 . of Percentage Respondent Yes No Total 115 05 120 95.0 Intraday: No.4 Which of the following type of trading transaction you perform? Purpose of the question: There are various options available for trading in equity to the investors. So this question helps us to identify the most effective type of trading.

Buying behavior of investors regarding demat and trading in equity services in surat city 115 120 95 100 84 No.00% investors like to invest in FUTURE & OPTION. Here series1 shows the series of investors like to invest different types of Trading. Bhagwan Mahavir College of Management 70 . of Respondent 80 60 36 25 Yes No 40 20 5 0 Intraday Future & Option Type of Trading Delivery From the table it is found that 95. They would not like to take higher risk. They would like to be at safer side.83% investors like to invest in DELIVERY TYPE of trading in equities. 79.17% investors like to invest in INTRADAY and 70. As in Delivery Type of trading people buy shares at particular price and until and unless they could not get profitable margin they will not sell their equities.

67 83.0 Bhagwan Mahavir College of Management 71 . Duration: Less than(<)1 month Yes No Total No.00 100 1 – 6 month Yes No Total No. of Percentage Respondent 20 100 120 16.00 40.83 100 6 month – 1 year Yes No Total No. of Percentage Respondent 72 48 120 60.0 1 – 5 year Yes No Total No.5 100.5 For how long you are investing in equities? Purpose of the Question: This question helps in considering the suggestions and their view as important because they are having long experience of equity market.17 45. of Percentage Respondent 65 55 120 54. of Percentage Respondent 81 39 120 67.5 32.33 100.Buying behavior of investors regarding demat and trading in equity services in surat city Q.

of Respondent 80 72 65 60 48 39 40 20 20 4 0 Less than 1 month 1 .Buying behavior of investors regarding demat and trading in equity services in surat city More than 5 years Yes No Total No.67% 100% 120 100 100 81 No. The Frequency of 54. Only 3.6 month 6 month .17% investors is investing for 1 to 6 month. Bhagwan Mahavir College of Management 72 .5% investors are investing for 6 month to 1 year.33% investor are interested to invest for more than 5 years and 16.1 year Duration 1 .00% investors are investing for Less than 1 month other frequency of 67. of Percentage Respondent 4 116 120 3. Here series1 shows the series of investor‘s preferences of duration for invest in equity.5 year 55 116 Yes No More than 5 year From above table it is derived that about frequency of 60.33% 96.67% investor are interested to invest for 1 to 5 years.

of Percentage Respondent 108 12 120 90.0 No.00 100.00 10. of Percentage Respondent 3 117 120 2.33 100.67 98.0 Bhagwan Mahavir College of Management 73 . Non Personal Media Television Yes No Total Newspaper Yes No Total Magazine Yes No Total Hoardings Yes No Total No.5 100.0 No.5 97. of Percentage Respondent 2 118 120 1.17 100.83 4.6 Through which media you first came to know about brand in which you are investing in equities? Purpose of the question: This question is asked to the respondents to know the effectiveness of media. This question helps us to identify the most effective media to communicate. of Percentage Respondent 115 05 120 95. How different people come to know about the brand in which they are investing in equities.0 No.Buying behavior of investors regarding demat and trading in equity services in surat city Q.

1. 90.Buying behavior of investors regarding demat and trading in equity services in surat city Internet Yes No Total No.5 37.00% from television. 2.83% respondents come to know about their brand from Newspaper. The Bar chart represent the frequency of different Non personal media channel through investor are come to know about the brand in which they are investing in equities.5% from Hoardings & 62. 95.5 100.0 118 120 115 108 117 100 No. In this News paper plays a very important role.5% from Internet.67% from magazine. Bhagwan Mahavir College of Management 74 . of Percentage Respondent 75 45 120 62. of Respondent 80 75 60 45 40 Yes No 20 12 5 2 Magazine 3 Hoardings Internet 0 Television Newspaper Non Personal media From the table it is found that people come to know about various brands form different non personal media.

of Percentage Respondent 2 118 120 1.33 100.0 No. of Percentage Respondent 54 66 120 45.33 100. Initiator: Self Yes No Total Children Yes No Total Friend Yes No Total Relative Yes No Total No.Buying behavior of investors regarding demat and trading in equity services in surat city Q.0 Bhagwan Mahavir College of Management 75 .33 100.0 No. of Percentage Respondent 74 46 120 61.67 68.67 98.00 55. of Percentage Respondent 38 82 120 31.7 Who first introduce/initiate you with Demat account while opening a Demat account for trading in equity service? Purpose of the question: This question is asked to the respondents to know the role of initiator.67 38.0 No.55 100. This question helps us to identify the most effective persons to communicate.

17 100.5 100.0 No.67 48. of Percentage Respondent 1 119 120 0.0 Bhagwan Mahavir College of Management 76 . of Percentage Respondent 62 58 120 51.5 97.83 99.Buying behavior of investors regarding demat and trading in equity services in surat city Spouse Yes No Total Parents Yes No Total Broker Yes No Total No.0 No.33 100. of Percentage Respondent 3 117 120 2.

67% people are initiated by themselves.00% people are introduced to Demat Account and trading in equity services by their friend.67% people are introduced by broker. of Respondent 80 60 Yes No 40 20 8 0 Self Children Friend Spouse Initiator Parents Broker Others 5 7 5 0 3 0 From above table it is found that 61. 2. friend.Buying behavior of investors regarding demat and trading in equity services in surat city 120 112 115 113 115 120 117 120 100 No. 1.67% by children. Bhagwan Mahavir College of Management 77 . . 51. 31. 45.5% by spouse. broker are covering much more for initiating to open an account for trading in equities. So self.67% by relative.83% by parents.

83 100.17 100.83 100.17 95.0 Bhagwan Mahavir College of Management 78 .8 Who are the user/s of DEMAT account? Purpose of the question: This question is asked to the respondents to know the role of user. of Percentage Respondent 112 8 120 93. of Percentage Respondent 5 115 120 4.0 Spouse Yes No Total No.0 No.17 95.83 94. of Percentage Respondent 5 115 120 4.67 100. of Percentage Respondent 7 113 120 5. User/s: Self Yes No Total Children Yes No Total Friend Yes No Total No.Buying behavior of investors regarding demat and trading in equity services in surat city Q.33 6. This question helps us to identify the other person who is involved with investor & who influence the investor.0 No.

4. Bhagwan Mahavir College of Management 79 .5 100.17% are the user with spouse and with children And only 2.33% are the self user.0 120 100 No.5% tells that user are broker only.Buying behavior of investors regarding demat and trading in equity services in surat city Broker Yes No Total No. of Respondent 80 60 40 20 0 112 115 113 115 120 117 120 Yes No 8 5 Children 7 5 Spouse User's 0 Parents 3 Broker 0 Others Self Friend From above table it is found that 93. They are the sole user. 5.83% are the user with friend. of Respondent 3 117 120 Percent 2.5 97.

Decider: Self Yes No Total Children Yes No Total No. of Percentage Respondent 104 16 120 86.33 100. This question helps us to identify the person who helps investor to taking decision.0 No.67 73.decider.67 13.0 No.33 91.0 Friend Yes No Total Relative Yes No Total No. of Percentage Respondent 41 79 120 34. of Percentage Respondent 32 88 120 26. of Percentage Respondent 10 110 120 8.33 100.17 65.Buying behavior of investors regarding demat and trading in equity services in surat city Q.67 100.83 100.0 Bhagwan Mahavir College of Management 80 .9 Which of the following member helps you in taking decision regarding investment in equities? Purpose of the question: This question is asked to the respondents to know the role of .

83 100. of Percentage Respondent 5 115 120 4.0 Broker Yes No Total No.00 100.83 100.0 Parents Yes No Total No.17 95.0 Bhagwan Mahavir College of Management 81 .00 45.Buying behavior of investors regarding demat and trading in equity services in surat city Spouse Yes No Total No. of Percentage Respondent 5 115 120 4. of Percentage Respondent 66 54 120 55.17 95.

26.Buying behavior of investors regarding demat and trading in equity services in surat city 115 120 104 100 88 No.67% investors‘ takes help from themselves.00% from friend for trading in equities.17% their friends. of Respondent 79 80 110 115 66 60 41 40 16 10 5 5 32 54 Yes No 20 0 Self Children Friend Relative Spouse Parents Broker Desider Others From above table it is found that 86.67% from relatives.17% form parents and from spouse. 4. 8. 55. Bhagwan Mahavir College of Management 82 . 34.33% from children.

Purpose of the question: This question is asked to know the importance level for different parameters.10 Rate the following parameters for investment in equity services according to its importance. These are the different parameters of trading in equity services.Buying behavior of investors regarding demat and trading in equity services in surat city Q. Parameters: Highly Dissatisfied Brand Name Brokerage Knowlege Mobile Trading Staff response Quick service Time for fund transfer Infrastructure SMS Facility Monthly a/c transation report Advisory Support Portfolio Management Service 0 0 0 0 0 0 0 0 0 0 0 0 Highly Dissatisfied Neutral Satisfied Satisfied 0 0 0 3 0 0 0 0 0 0 1 1 1 2 0 9 2 2 1 15 9 2 1 15 20 32 23 41 46 34 25 52 41 24 31 39 99 86 97 67 72 84 94 53 70 94 87 65 Bhagwan Mahavir College of Management 83 .

While brokerage. of Respondent 100 From above table it is found that respondents are considering Brand Name as one of the important parameters. Mobile Time for fund transfer. Quick service. Portfolio Management infrastructure Facility falls between Neutral and Important. Other important parameters are knowledge. SMS facility Trading. Bhagwan Mahavir College of Management 84 . Advisory support. Monthly System a/c and transaction report. staff response.Buying behavior of investors regarding demat and trading in equity services in surat city Portfolio Management Service 1 0 1 1 0 2 0 0 15 39 65 Advisory Support 31 87 Monthly a/c transation report 24 94 SMS Facility 41 0 0 9 53 52 0 0 1 0 0 2 0 0 2 0 0 9 03 0 0 0 2 0 0 1 0 20 20 23 41 15 70 Highly Satisfied Infrastructure Highly Dissatisfied Satisfied 94 25 84 Parameter's Time for fund transfer Quick service 34 Highly Dissatisfied Neutral Staff response 46 72 Highly Dissatisfied Dissatisfied 67 Mobile Trading Highly Dissatisfied 97 Knowlege Brokerage 32 86 99 Brand Name 0 20 40 60 80 No.

Buying behavior of investors regarding demat and trading in equity services in surat city Q-11 Rate the following parameters for investment in equities services according to your satisfaction. Purpose of the question: This question is asked to know the satisfaction level for different parameters. These are the different parameters of trading in equity services. Parameters: Highly Highly Dissatisfied Neutral Satisfied Dissatisfied Satisfied Brand Name Brokerage Knowlege Mobile Trading Staff response Quick service Time for fund transfer Infrastructure SMS Facility Monthly a/c transation report Advisory Support Portfolio Management Service 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 2 0 1 2 0 4 0 2 5 46 54 43 84 72 66 63 85 69 62 66 66 73 32 47 50 52 32 45 53 8 0 7 2 1 3 3 3 2 5 64 54 0 73 39 3 Bhagwan Mahavir College of Management 85 .

Quick service.Buying behavior of investors regarding demat and trading in equity services in surat city 3 Portfolio Management Service 0 5 39 73 0 Advisory Support 2 0 54 64 5 53 62 45 69 32 85 3 Satisfied 52 63 50 66 47 72 32 84 7 73 43 66 Highly Dissatisfied Dissatisfied Neutral Highly Satisfied Monthly a/c transation report 0 0 2 SMS Facility 0 4 3 Infrastructure Parameters 0 0 Time for fund transfer 2 0 3 Quick service 1 0 1 Staff response 0 0 2 Mobile Trading 2 0 Knowlege 0 0 0 Brokerage 0 0 54 8 Brand Name 0 0 0 46 66 50 No. Brand Name and Knowledge. Monthly a/c transaction report. SMS facility. staff response. of Respondent 100 From above table it is found that respondents are mostly satisfied with parameters like Brokerage. Portfolio Management System While Mobile Trading and infrastructure Facility falls between Neutral and Important. Advisory support. Other important parameters are Time for fund transfer. Bhagwan Mahavir College of Management 86 .

Buying behavior of investors regarding demat and trading in equity services in surat city CHAPTER FINDINGS AND CONCLUSIONS 5 Bhagwan Mahavir College of Management 87 .

5%).66).5%).5%).  The most popular type of trading among the investors is Delivery Type (95. and HDFC securities (2.33%) and then in minor case by the friend (5. One of the reasons is found that these are the brands which are existed into market for longer period of time.Buying behavior of investors regarding demat and trading in equity services in surat city Chapter : 5 Findings and Conclusions  It is found that most of the respondents are aware by the brand name SHAREKHAN (37. Then the preferences for Other local brands (11.  Mostly the role of user is performed by the respondent him/her self (93.83%). Motilal Oswal (12.17%) and Future & Option (70%). Indiainfoline (5%) and 5paisa and Kotak securities (4.5).33%) and then News Paper (90. Bhagwan Mahavir College of Management 88 . Angle Broking (15%).88%).  Most of the respondents (67.  While communicating to the investors/prospects the most effective initiator in social group for trading in equity is firstly the person himself/herself (61.83% investor‘s prefer online trading while only 14.67%) and then friend (45. Relience money (7.5%).  85.17% investor‘s prefer offline trading.5%) are trading in equity for 6 month .00%) and Internet (62.00%). So as they are new in the equity trading they are more conscious about the services provided by the broker.1 year. Intraday (79.  As there are many information sources available but the most effective communication source in Surat city is Television (95.17%) which are new players.

Trading at Branch Facility: Bhagwan Mahavir College of Management 89 .  Four important factors are identified which are as follows: 1.Buying behavior of investors regarding demat and trading in equity services in surat city  While taking decision regarding to investment in equity most of respondent are taking help of him/her self (86.67%).67%) and other mostly by Broker (26. Customer Care: 2. Brand Image: 3. Brand Name and Knowledge While Mobile Trading and infrastructure is very negative and it found that investors are dissatisfied with these parameters. Personal Trading Facility: 4.  Respondents are mostly satisfied with parameters like Brokerage.

Buying behavior of investors regarding demat and trading in equity services in surat city CHAPTER RECOMMENDATIONS 6 Bhagwan Mahavir College of Management 90 .

Television and News Paper and personnel media like Brokers or Sales persons. People are not still more focusing on Commodity type of trading. It is recommend focusing on the parameters like Advisory support. Investors are dissatisfied with parameters like Mobile Trading. While communicating to people it is recommended to target the people (prospects) directly or their friends (Decider). 67. 4. offline trading Facility. 7. The most popular type of trading in Surat city is Delivery. Online trading facility. Bhagwan Mahavir College of Management 91 .5% investors are trading for 6 month-1 year or less than that period which shows that still there is good potential for SHAREKHAN to increase its market share. So it is recommended to concentrate on those aspects. 3. To increase the level of awareness among the people of Surat city it is recommended to communicate the strengths and services of SHAREKHAN by non personal media like Internet. It is recommended to focus on the segment of age group having age of 18 . 8. 2. Infrastructure facility and portfolio management System.30 years. 6. so it is good opportunity for SHAREKHAN to initiate Commodity Type of trading. It is also recommended that main user are individual themselves so try to target your prospect directly.Buying behavior of investors regarding demat and trading in equity services in surat city Chapter: 6 Recommendations 1. 5. In terms of brand preferences SHAREKHAN got 1st rank. Brand Image.

3. For further Sharekhan can go for the study relating to satisfaction measurement for their services. From my research I have solved aspects of non personal communication media.Buying behavior of investors regarding demat and trading in equity services in surat city Scope of Further Study 1. Also they can do study regarding requirements of the different market segments. different buying roles. 2. important parameters for trading in equity services and the satisfaction level for different parameters. Bhagwan Mahavir College of Management 92 .

Kottler Philip.ficci.14.sykronix.sharekhan.com  http://www. New Delhi. ( PAGE NO. 187 -333) 2.udel. Marketing Research 2nd addition..shtml  http://www.html  http://www.com/search/Business/Money_and_Banki ng/Stock_Brokers/index2. 22-98)  WEBSITES:  www.htm  http://www.searchindia. Tata Mcgraw-Hill Publishing (2005). Nargundkar Rajendra.doc+Findi ngs+on+buying+behaviour+regarding+investment+service+in+India &hl=en&ct=clnk&cd=1&gl=in  http://www. planning implementation and control.jsp?aid=241&edition=19&isvol=15&issueno=4  http://inhome. Prentice Hall of India Publishing.com/money/2003/may/02spec.. Prentice Hall of India Pvt.Buying behavior of investors regarding demat and trading in equity services in surat city BIBLIOGRAPHY  BOOKS: 1.com/tutorials/principles-of-marketing/consumerbuying-behavior/12.( PAGE NO.rediff.Leon. Ltd.htm  http://www.com/2001/20010326/login/main3.2002.tribuneindia. Marketing Management. New Delhi 2001. New Delhi.htm  http://72.in/iimb/html/man-review-article01.co m/realestatesummit2006/htruf/Backgroundpaper2004.htm Bhagwan Mahavir College of Management 93 .104/search?q=cache:ghE3kAiD9IJ:www. ( PAGE NO.knowthis.ernet.com/tsoc/courses/sales/sls_cons. 65-122) 3. analysis.iimb. Consumer Behaviour.edu/alex/chapt6. Schiffman G.235.

Buying behavior of investors regarding demat and trading in equity services in surat city

APPENDIX
QUESTIONNAIRE: I am Patel Nital, pursuing MBA from Bhagwan Mahavir College of Management at Surat city. As a part of our curriculum, I am working on a research project, titled “TO STUDY BUYING BEHAVIOR OF INVESTORS REGARDING DEMAT AND TRADING IN EQUITY SERVICES IN SURAT CITY” I seek your kind co-operation in this regard & request you to fill up the Questionnaire. This study is for academic purpose only. No information shall be disclosed anywhere else. Kindly Answer following Questions with your keen Interest and dedicated Attention: 1) Which of the following brand for DEMAT account and trading in equities have you ever deal in Surat city?
[TICK AS MANY AS APLLY]

Sharekhan Angel Broking 5paisa.com Kotak Securities Other please specify:

Indiainfoline Ltd Motilal Oswal Ltd HDFC Securities Reliance Money

2) At which brand(s) you are investing in equities?

3) Which type of trading do you prefer? Online Offline

Bhagwan Mahavir College of Management

94

Buying behavior of investors regarding demat and trading in equity services in surat city

4) Which of the following type of trading transaction you perform?
[TICK AS MANY AS APLLY]

Intraday Delivery

Future & option Other please specify____________.

5) For how long you are investing in equities?
[TICK AS MANY AS APLLY]

Less than 1 Month More than 1 Month to 6 Months More than 6 Months to 1 Year More than 1 Year to 5 Years More than 5 Years 6) Through which media you first came to know about brand in which you are investing in equities? [TICK AS MANY AS APLLY] Television News paper Other please specify 7) Who first introduce/initiate you with Demat account while opening a Demat account for trading in equity service?
[TICK AS MANY AS APLLY]

Magazine Hoardings

Self Children (Age => 18 y) Relative Friend

Spouse Parents Broker Other please specify_____________.

8) Who are the user/s of DEMAT account?
[TICK AS MANY AS APLLY]

Self Children (Age => 18 y) Friend Other please specify

Spouse Parents Broker

Bhagwan Mahavir College of Management

95

Buying behavior of investors regarding demat and trading in equity services in surat city

9) Which of the following member helps you in taking decision regarding investment in equities? [TICK AS MANY AS APLLY] Self Children (Age => 18 y) Relative Friend 10) Spouse Parents Broker Other please specify__________.

Rate the following parameters for investment in equities services according to its importance.

Where,

1 = Highly Dissatisfied 2 = Dissatisfied 3 = Neutral 4 = Satisfied 5 = Highly Satisfied

Parameter :  Brand Name…………………………… 1  Brokerage………………………………. 1  Knowledge……………………………… 1  Mobile Trading………………………… 1  Staff Response………………………... 1  Quick service……………………………1  Time for fund Transfer………......... 1  Infrastructure facility……………….. 1  SMS facility…………………………….. 1  Monthly a/c transaction report…… 1  Advisory support……………………… 1  Portfolio Management System……. 1 2 2 2 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 5 5 5 5

Bhagwan Mahavir College of Management

96

...  SMS facility……………………………. 1  Quick service…………………………… 1  Time for fund Transfer………. 1  Knowledge……………………………… 1  Mobile Trading………………………… 1  Staff Response………………………. 1 = Highly Dissatisfied 2 = Dissatisfied 3 = Neutral 4 = Satisfied 5 = Highly Satisfied Parameter:  Brand Name…………………………… 1  Brokerage………………………………. Where... Bhagwan Mahavir College of Management 97 .. 1  Infrastructure facility……………….....  Monthly a/c transaction report…… 1 1 1 2 2 2 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 5 5 5 5  Advisory support……………………… 1  Portfolio Management System…….. 1 12) Any suggestions that will help you to improve your satisfaction level...Buying behavior of investors regarding demat and trading in equity services in surat city 11) Rate the following parameters for investment in equities services according to your satisfaction.

000 25.001 – 25.000 Education: P.S.G Other please specify__________ 10.40 years Above 50 years Income Group: [Monthly family income in rupees] Less than 10.000 50.000 S.C Graduate Occupation: Business Retired Professional Service Student Other please specify__________.001 – 1.00.C H.30 years 41 years .S.001 – 50.00. Bhagwan Mahavir College of Management 98 .Buying behavior of investors regarding demat and trading in equity services in surat city Name: Contact No: E-mail id: Sex: Male Female Age Group: 18 years .000 Above 1.50 years 31 years .

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