ACKNOWLEDGEMENT

      We would like to express our thanks to Prof. C. Gopalkrishnan of B. K. School of Business Management for the invaluable guidance provided by him.

      Words are insufficient to express our deep gratitude towards Mr. Paresh Patel, Director of Amishree Stock Broking Pvt. Ltd. (SSKI Branch), Ms. Dipali Patel (Head of Marketing Department for HNI Customers in Gujarat). we are fully obliged to Mr. Munaf Kadri (AM) and Mr. Jigar Upadhyay (AM) our guide during summer training who stood by us throughout the preparation of this project not only as a guide but also as a friend. Apart from this all the staff members helps us at each and every stage. We would like to thank them also for their cooperation. 

      We acknowledge our debt of gratitude to all the authors and publishers whose books, journals, magazines, newspapers and websites. We have relied on for preparing this study.

            

EXECUTIVE SUMMARY

      This project deals with studying the overall share trading market in the online business. The online business is in its growth stage itself and we studied the online business of share khan in Indian securities market and how much does it contribute to the overall online share trading market.

      Our project dealt with both the theoretical and practical aspect of the online share trading market. On the theoretical front we studied the offline or the conventional system of working of share market and compared the emerging online business with the offline one. Also by studying the online business in the share trading market, we came to know the benefits and loopholes of both the online and offline trading in securities market.

      While on the practical aspect, we worked for Share khan, the retail arm of SSKI- one of the largest brokerage houses of the country. By working with Share Khan, we came to know about the company’s product, how the company identifies and targets its customers, its sales promotion and marketing strategy and also all those efforts required to make a prospective investor to convert into Share Khan client.

      In addition to this, by selling the Share khan’s online trading accounts, we also came to know the competitors product, their pricing strategy, the brokerage rates, their sales promotion and marketing strategies. We also applied various management concepts to Share khan and found out SWOT of share khan which helped us know as to where share khan stands in the online share trading business.

      Last but not the least, it was a great learning experience as we got to know the psychology of investors, the fundamentals of the share market and an enriched experience of selling an online product. We also recommended Share khan on various fronts.