customer satisfaction towards icici

7/29/2019 customer satisfaction towards ICICI

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REPORT ON CUSTOMER SATISFACTION AT ICICIDirect.Com

A Project Report Submitted in Partial Fulfillmentof award of MBA Degree

Project Guide(s)

MR. AMIT SONI (UNIT MANAGER,ICICIDIRECT.COM),

MR. GIRISH IYER (SENIOR OFFICER),MR. VIMAL VYAS (TEAM LEADER,

ICICIDIRECT.COM)

Submitted By:YOGESH BHATT (09)

UMESH PAL (57)

S. K. PATEL INSTITUTE OF MANAGEMENT &COMPUTER STUDIES


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Practice makes a man perfect. Training in a

one of the major player of online trading, has indeed

been very interesting and a good learning process for

me. This practical training makes it easy job to

understand the work methodology of the company and

candidate can get detailed knowledge about specific

specialization area.

It is a famous saying in Japan that the person who

has read 1000s of pages is not worth that the person

who has traveled for 100s of meters. This indicates

the importance of exposure to the practical life.

Knowing the importance of practical knowledge this

M.B.A program is having an integral part training of

two months as a practical fulfillment of the course and

thats why we get the opportunity of working with

ICICI Web trade Ltd. One of the members of ICICI

Group.

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We have tried our level best to collect the information.

All the required relevant information has been

obtained from the company. The report is made on the

basis of the discussion with executives of the company

and other source of information. This exercise has

helped us to sharpen many skills.

In the mean time of our summer project we havelearned many things. Like how to behave as an

employee in the organization, how to deal with the

subordinates, how to get work done. In an organization

each small things is important. We feel nice that we

got a chance to work with the organization which is a

market leader in its segment.

Prepared by:-

Yogesh

Bhatt. 4


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Umesh Pal.

Acknowledgement is not a mere formality but agenuine opportunity to thank all those people without

whose active support, this summer internship project

would not be possible.

Firstly We are very grateful to Mr. S.Chinnam

Reddy (Director), Dr. S G Das(MBA Coordinator),Mrs. Ranjani (Placement Coordinator) as well as

all others members of the institute, who gave us this

excellent opportunity to join ICICI Webtrade Ltd. as

the organization for our Summer training.

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Words defeat us in expressing my deep sense of

gratitude for Mr. Nirav Shah (Unit Manager,

ICICIDirect.com), Mr. Girish Iyer(Senior Officer),

Vimal Vyas(Team Leader, ICICIDirect) whose

continual support and practical guidance enabled us to

overcome all the challenges posed during this project.

We learned a lot from their wide knowledge and

experience.

Special thanks are to all the other staff,

Colleagues, Friends for all the encouragement,

inspiration and motivation.

Finally, we also like to thank those who have

helped us directly or indirectly for their guidelines and

support.

In the summer project we have analyze many

thing. The organization in which we have work is the

market leader in its segment. And it is engaged in the

online share trading business. During the project we

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have learn many things and many real aspect that

help while working in the organization.

ICICI Web trade is also known as ICICIdirect.com In

the market. There are many other players in the

market like Indiabulls, Sharekhan, 5paisa.com,

Kotakstreet etc. Brokerage of ICICIdirect.com is

slightly higher than the other player. Service

offered by the ICICI web trade is good compare to

others. One of the services that we find attractive in it

is, Online IPO. Also there are lot more other services

like Online invest in mutual fund, online purchase

insurance scheme, invest in Govt. bonds, Mobile alert

etc.There is bright scope for the industry in the future.

But there are lot many hurdles in the path of its

success like internet penetration, infrastructure

problem, and low bandwidth and low speed. Due the

advantages that online share trading offer there is

huge scope for this industry. And Industry is likely to

increase in the future. As and when the

competition increase, brokerage is likely to

decrease.

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1. History of Online Trading

SR.NO PARTICULARAS PAGE NO

1 HISTORY OF ONLINE TRADING 7

2 CONCEPT OF ONLINE TRADING 8

3 DEVELOPMENT OF ONLINE TRADING IN INDIA 9

4 HOW ONLINE SHARE TRADING WORKS AT ICICIDIRRECT.COM 10

5 FACTORS KEPT IN MIND WHILE SELECTING ONLINE BROKER 16

6 THINGS TO BE LOOKED WHILE DOING ONLINE TRANSACTION 19

7 PRODUCT OFFERED BY ICICIDIRECT.COM 20

8 WHY ONLINE? 26

9 PROBLEMS WITH ONLINE TRADING 29

10 ONLINE SHARE TRADING IN INDIA 31

11 COMPARISION OF VARIOUS PLAYERS 32

12 QUESTIONNAIRE 33

13 INFRENCES AND CHARTS 38

14 BI-VARIATE ANALYSIS 49

15 FUTURE OF ONLINE SHARE TRADING 51

16 SUGGESTIONS 52

17 LEARNING AND EXPERIENCE 53

18 BIBLIOGRAPHY 54

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The history of the online trading began in 1983,

when a doctor in Michigan placed the first onlinetrade using E- Trade technology. What began witha single click over 22 years ago has now taken theworld in its storm. The concept was visualized byone bill porter, a Physicist and inventor withmore than dozens patent to his credit, Whoprovide online quotes and trading services to giantslike Fidelity, Charles Schwab and Quick & Reilly. This

led Bill to wonder why, as an individual investor, hehad to pay a broker so much money for stocktransaction. With incredible foresight, he saw thesolution at hand, and someday every one would havetheir own computer. Then invest in stock will be easyand convenient through it.

And today we can see, like a dream come true.

Online trading has become a smart way to invest instocks. Today there are as many as 50 companies whoprovide internet base trading facility. The majorplayers are ICICIdirect.Com, Sharekhan.com,Indiabulls, Kotakstreet, 5Paisa.com etc. Just imagine,where you log on to your account and get live quotesof all script, get advise online and also research reporton your investment choice and then if you areinterested then, By just a click you can place your buyorder instantly. And amount will automatically debitfrom your bank account. You dont need to go to abrokers place or even dont need to give cheque forpayment. You can have complete information of yourDe-mat & Bank account with a just a click. It seems a

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like really a dream. Now it is possible, thanks totechnology which has turn dream in to reality today.

2. Concept of Online Trading

In the past one has no other option but to contacttheir broker to do transaction or even to know price ofa particular script. One has never thought in dreamthat by Sitting at home or office or even from your car,as long as you have internet access one can dotransaction in the market. Now there is no more needto go physically to a brokers office. The internetbrings data to the investor and online trading enables

to trade on a click. There are three basic thingsrequirement for online trading. 1. Online tradingAccount 2. Bank Account 3. De-Mat Account. Todo online transaction is fairly simple. Once one hasopened account from online broker like ICICIdirect.comone can do transaction in the stock market.

One can open multiple account with him or her as

the first name in the De-mat account. You can openmultiple type of account like Individual, Joint, Soleproprietorship etc. In case if joint account one has toprovide certain information like Legal name ,ResidenceProof, Citizenship, Address, Date of Birth etc aboutjoint holder.

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was traded by the SEBI chairman D R Mehta for Geojitchairman A P Kurin.

Online trading is slowly attracting investor fancyin India. Advertisements in the print and electronicmedia have raised curiosity of investor. Compared towestern countries online trading is still infancy in India.In total trading per day, there is very smallcontribution by the online industry.

Now there are about 50 players in this onlineshare trading market. Like ICICI direct.com, Indiabulls,Sharekhan, 5paisa.com, Kotakstreet etc. The launch ofICICI direct.com was in January 2000 and it stated itsoperation from April 2000. And then gradually itstarted to add more and more new services.

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4. How Online Share Trading Works At ICICI

Direct.Com

WebServer of

ICICI

Direct.com

WebServer of

StockExchange

BankInformation

Buy\Sellinformati

on

Orderinformati

on

Investor

OrderConfirmatio

n

OrderConfirmati

on

Login

Other Day today

information

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ICICIBank


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For doing online transaction one must have anOnline Account, using that one can do transactiononline. Without which one can not do transaction.

When one login to the system to do transaction,first and for most thing require is Username &Password. When first go for login, It first

connects with the web server of ICICIdirect.com.

Then Username and password will be verified bythe web server. If Username and passwordprovide by person both are correct, then and thenonly one can do transaction.

If one is fail to provide Username and passwordwithin three (3) trials, Web server automaticallylocks ones account for security purpose. In thatcondition one has put new request through thehelp of customer care executive.

After login to the system one can do thetransaction one wants to do. Like Buy, Sell, Getquote of particular script etc.

There are lot many other facility also that one canuse like Invest in Mutual Fund, Invest In IPO , BuyInsurance Scheme, Derivatives, invest inCommodities, Mobile alerts, Investment in Govt.

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Schemes like Kisan Vikas Patra, Postal Schemes,8% Govt. Bonds, etc.

When one puts any order for buy or sells then theweb server of online broker sends all necessaryinformation to the web server of particularexchange like NSE or BSE web server.

Market Buy

If one wants to buy any script in two following

ways.

Directly buy at current prevailing price ofshares.

Buy shares by putting specific limit ofshares.

The below is the procedure for buy at currentmarket prevailing price of shares.

When one wants to buy any script from themarket then one has to provide Quantity (No. ofShares), Name of script and Name ofExchange like BSE or NSE. With theseinformation Balance in bankaccount of user is

also checked by the web server

If one does not have sufficient bank balance inones account then one can not buy. And one cannot do further transaction.

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If one have sufficient bank balance, Then theseinformation are passed to the interconnected web

server of Particular exchange like BSE or NSEexchange.

Again, all these information are verify by the webserver of Stock Exchange. And if all informationare correct then order is placed.

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After execution of the order, web server ofparticular exchange sends the Confirmation of

order executed, to the web server of Online brokerlet say ICICIdirect.com.

The Confirmation is passed to the particularuser who has placed the order for buying.

One can have complete information aboutorder like buying price, Brokerage, Service tax

(ST), Security transaction tax (STT), other charges,time of buy etc.

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Settlement

Settlement is one of the crucial procedures doneby the online broker. It is nothing but maintainingaccount of investor. At the end of each day afterclosing of market this process happens. At the end ofthe day sum is calculated of shares buy and shares

sold of different companies in NSE or BSE exchange byan investor through the broker. Broker calculates thissum for all customers who have done transaction onthat particular day. In the settlement only calculationis made of shares that one has buy or sell on thedeliver basis (Cash). Day trading transactions are nottaken in to account in the settlement.

Broker just sends all the information of alltransaction one has made to the stock exchange. Ifone has buy share from BSE then broker will send theall detail of buy of that customer to BSE. At then afterparticular stock exchange update ones information.

Example:Transactions on the day 01/07/2004 at

ICICIdirect.com

ScriptName

No. OfShares

Buy /Sell

Exchange

Reliance Ind. 500 Sell NSEITC 330 Sell BSEIFCI 1000 Buy NSE

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Gravity India 2500 Sell BSENTPC 500 Buy NSE

ONGC 10 Buy NSEReliance Ind. 1000 Buy NSE

ITC 130 Buy BSEGravity India 500 Buy BSEReliance Ind. 1000 Sell BSE

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NTPC 500 Buy NSEONGC 10 Buy NSE

Reliance Ind. 1000 Sell BSE

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trading refresh rate of your web site is very important.Some times one has to Refresh manually many

times to see prices of particular script. Some times ittakes too much time to update any information.

Dealing Exchange NSE / BSE :Some online players only provide facility to do

transaction only in BSE or NSE. And there are manyplayers that provide facility to do transaction in both

the exchanges BSE and NSE. So make sure thatexchange in which you want to do transaction, thatfacility is provide by your broker.

User Friendly Design :One should make sure that website of online

player which you have selected is user friendly. Some

times it happens that, to do any simple transactionone has to follow long procedure. And the design ofthe website should be such that, people who dontknow much about computer can also handle it easily.Though after opening account, company invitescustomer to see demo of their website.

Capacity :Website of online broker should be such that , in

case many user login at the same time then webserver of website should be capable of handling largenumber of users. And it should have minimum chanceof crashing the system. It also must have largecapacity for data storage.

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Security or Reliability :The website of online broker should be secure

enough that none can access information of anotheruser. It must have proper antivirus software andalso firewall software installed so that none canaccess others information. And also website musthave other security also.

Research Report Facility :Website of online broker should have facility of

large information about companies. If one wants to seeinformation regarding company then one should beable to get it from the website. It should have largedatabase that contain full information aboutcompanies. One should also have facility of making

charts of companys information like profit, SharePrice, Sales, Cost, and Expenditure etc.

Other Facilities :Website of online broker should have some extra

facilities other than buying and selling in equitymarket. One should look what extra facilities website

offer. Like ICICIdirect.com offers

Call & Trade FacilityCash on spotMobile Alerts Portfolio Management

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Online transfer of SharesOnline IPOTrading in BSE and NSEBuy Today Sell Tomorrow (BTST)Online invest in Govt. security and Bonds Online purchase of insurance schemeOnline invest in Mutual funds

6. Things To Be Looked While Doing Online

Transaction

Remember your username and password.Never gives your password to any one. And

never write password or username at any place.

Never keep name or surname or some thing thatcan be easily cracked by other as your password.

If it is possible avoid doing transaction fromCyber caf.

Make sure, computer from which you have loginhas enough precaution or securityparameters.

When one puts any order then before proceedingfurther, make sure that information which you

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have entered is correct. And confirm thedetails before placing any order.

Clear the temporary memory of the computerafter completing your all transaction.

If you are not well versed with the system thenavoid doing transaction from the website. Youcan use Call & Trade facility to do transaction

Never ever give your password, even when youcall to customer care help line.

Change your password at regular interval.

After completing your all transaction make surethat, you have logged of properly from thewebsite.

7. Product Offered By ICICI Direct.com

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ICICI DIRECT.COM

Equity MutualDerivative IPOs Bonds

Cash

MarginMarginPLUSBTST

Future Purchase

RedemptionSIP & SWPSwitch In \OutTransfer InOptionSpot Cash


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A product for every need: ICICIdirect.com is the mostcomprehensive website, which allows you to invest inShares, Mutual funds, Derivatives (Futures andOptions) and other financial products. Simply put weoffer you a product for every investment need of yours

Trading in shares

ICICIdirect.com offers you various options while tradingin shares.

1) Cash Trading :- This is a delivery based tradingsystem, which is generally done with the intention oftaking delivery of shares or monies.

2) Margin Trading :- You can also do an intra-settlement trading upto 3 to 4 times your availablefunds, wherein you take long buy/ short sell positions

in stocks with the intention of squaring off the positionwithin the same day settlement cycle.

3) MarginPLUS Trading :- Through MarginPLUS youcan do an intra-settlement trading upto 20 times youravailable funds, wherein you take long buy/ short sellpositions in stocks with the intention of squaring offthe position within the same day settlement cycle.MarginPLUS will give a much higher leverage in youraccount against your limits.

4) Spot Trading :- This facility can be used only forselling your demat stocks which are already existing inyour demat account. When you are looking at an

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http://funct%28%29/http://funct2%28%29/http://funct2%28%29/http://marginplus%28%29/http://funct3%28%29/http://funct%28%29/http://funct2%28%29/http://marginplus%28%29/http://funct3%28%29/


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immediate liquidity option, 'Cash on Spot' may workthe best for you, On selling shares through "cash on

spot", money is credited to your bank a/c the sameevening & not on the exchange payout date. Thismoney can then be withdrawn from any of theICICIBank ATMs.

5) BTST :- Buy Today Sell Tomorrow (BTST) is afacility that allows you to sell shares even on 1st and2nd day after the buy order date, without you having to

wait for the receipt of shares into your demat account.TRADE IN DERIVATIVESFUTURES :-

Through ICICIdirect.com, you can now trade in indexand stock futures on the NSE. In futures trading, youtake buy/sell positions in index or stock(s) contracts

having a longer contract period of up to 3 months.

Trading in FUTURES is simple! If, during the course ofthe contract life, the price moves in your favour (i.e.rises in case you have a buy position or falls in caseyou have a sell position), you make a profit.

Presently only selected stocks, which meet the criteriaon liquidity and volume, have been enabled for futures

trading.

Calculate Index and Know your Margin are tools tohelp you in calculating your margin requirements andalso the index & stock price movements. TheICICIDIRECT UNIVERSITY on the HOME page is acomprehensive guide on futures and options trading.

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OPTIONS :-

An option is a contract, which gives the buyer the rightto buy or sell shares at a specific price, on or before aspecific date. For this, the buyer has to pay to theseller some money, which is called premium. There isno obligation on the buyer to complete the transactionif the price is not favorable to him.

To take the buy/sell position on index/stock options,you have to place certain % of order value as margin.

With options trading, you can leverage on your tradinglimit by taking buy/sell positions much more than whatyou could have taken in cash segment.

The Buyer of a Call Option has the Right but not theObligation to Purchase the Underlying Asset at thespecified strike price by paying a premium whereasthe Seller of the Call has the obligation of selling the

Underlying Asset at the specified Strike price.

The Buyer of a Put Option has the Right but not theObligation to Sell the Underlying Asset at the specifiedstrike price by paying a premium whereas the Seller ofthe Put has the obligation of Buying the UnderlyingAsset at the specified Strike price.

By paying lesser amount of premium, you can create

positions under OPTIONS and take advantage of moretrading opportunities.

Investing in Mutual funds

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ICICIdirect.com brings you the same convenience whileinvesting in Mutual funds also - Hassle free and

Paperless Investing.

With the inclusion of Standard Chartered MF, you cannow invest on-line in 20 mutual Funds throughICICIdirect.com. Prudential ICICI MF, JM MF, AllianceMF, Franklin Templeton MF, Sundaram MF, Birla SunLife MF, HDFC MF, Principal MF, IL & FS MF etc, are theMutual Funds available for investment. You can invest

in mutual funds without the hassles of fillingapplication forms or any other paperwork. You need nosignatures or proof of identity for investing.

Once you place a request for investing in a particularfund, there are no manual processes involved. Yourbank funds are automatically debited or credited whilesimultaneously crediting or debiting your unit holdings.

You also get control over your investments with onlineorder confirmations and order status tracking. Get toknow the performance of your investments throughonline updation of MF portfolio with current NAV.

ICICIdirect.com offers you various options inMutual Funds :-

1) Purchase :- You may invest/purchase PrudentialICICI MF, JM MF, Alliance MF, Franklin Templeton MF,Sundaram MF, Birla Sun Life MF, HDFC MF, PrincipalMF, IL & FS MF, Standard Chartered MF etc. withoutthe hassles of filling application forms.

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Redemption :-In addition to giving hassle-freepaperless redemption, ICICIdirect.com offers faster

liquidity. You can redeem the mutual fund unitsthrough ICICIdirect.com. The money will be credited toyour bank account automatically 3 days after the orderplacement date.

2)Switch :- To suit your changing needs you maywish to shift monies between different schemes. Youcan switch your monies online from one scheme to

another in the same fund family without any hassles.

3)Systematic Investment plans (SIP) :- SIP allowsyou to invest a certain sum of money over a period oftime periodically. Just fill in the investment amount,the period of investment and the frequency ofinvesting and submit. ICICIdirect.com will do the restfor you automatically investing periodically for you.

4)Systematic withdrawal plan :- This allows you towithdraw a certain sum of money over a period of timeperiodically.

5)Transfer-in :- You can convert your existingMutual funds into electronic mode through a transfer-in request.

IPOs and Bonds OnlineYou could also invest in Initial Public Offers (IPOs) andBonds online without going through the hassles offilling ANY application form/ paperwork.

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Get in-depth analyses of new IPOs issues (Initial PublicOfferings) which are about to hit the market and

analysis on these. IPO calendar, recent IPO listings,prospectus/offer documents, and IPO analysis are fewof the features, which help you, keep on top of the IPOmarkets.

8. Why Online?

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Reducing Transaction Cost :By the use of online trading there is no more need

to go physically to the brokers office. By the sitting inoffice or home one can do transaction. So now it willsave transaction cost that you made by going tobrokers office. Like petrol expense if you go by vehicleor any other expense.

Time Saving :As now there is no need to go physically to

brokers office for doing transaction. There is also nomore need to go for giving and taking cheque ofpayment. It will save your time that you waste in goingand coming from brokers office.

Paperless & Hassle Free Work :Now there is no more need of filling those

cumbersome forms for transfer of shares, Applicationfor IPO and delivery slip and others. Now there is noneed even for writing cheque to broker for thepayment.

Access From Anywhere :Now you can access your De-mat account from

any part of the world as long as you can accessinternet. Even while enjoying holidays in Switzerland,you can do transaction from your De-mat account.

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Off Market Facility :Now there is no more tension of doing transaction

like applying for IPO or putting any limit in off markethours. Early if you want to put limit for tomorrow, youhave to do that before closing of brokers office.Regardless of how busy you are. But now you can doall these even at 12 clocks in the night. You can use offmarket facility at any point of time after closing the

market and before opening of the market.

Research And Report Facility :If you want to see information of any company

then there is easy access to information directly fromthe website. One can have A to Z information aboutthe company. One can also make out analysis from the

available information for the use of investmentpurpose. There is information about 5000 companieson ICICIdirect.com website.

Portfolio Management :One can create portfolio of their own. By the use

of portfolio one can know how Day to Day script price

of your portfolio. One can know how much profit orloss one has made. Every time it shows you currentprice, Days high, Days low, Percentage Change inprice, 52 weeks high, 52 weeks low etc. In oneportfolio one can keep 20 scripts in one portfolio.There is facility of creating such 5 portfolios.

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Complete Transparency :There is complete transparency in the online

trading. When you place order to the broker you dontknow the price at which broker has place order. Sometimes they play game with us. Like they use our De-mat account for settlement of their shares. Incase of

online trading you can know exact price at which youbuy or sell. Now can see exact price at which you haveplaced order.

No Need To Maintaining Records :There is no need to keep records of the things

which you have buy or sell. In online trading there is

facility of Trade Book that stores all your sellingtransaction. It stores information of limit that youhave put. There is also facility ofOrder Book thatkeeps all information of all the order you have placedwhether the order is for buy or sell. You can have allthe information of your transaction you made sinceyou have opened De-mat account.

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9. Problems with the Online Trading

Internet Literacy :People in India do no have much knowledge about

computer and internet. Compare to west countries

internet usage in India is very less. Generally peopleare using internet facility from office. Very less peopleare using internet from their home. So there is lotneed to improve in this area.

Low Bandwidth and Low Speed :In online trading one needs fast speed for

executing order one needs second by second rate ofscript. For that one needs fast execution of order andhigh speed. Internet facilities in India are not muchsatisfactory in terms of speed and bandwidth. Nowafter starting of Broadband facility and leased linefacility, there is some relief to the problem. But thereis still problem in connecting to internet.

Lack of personal touch :When one do online transaction there is lack of

personal touch. In case of dealing with the broker,broker usually knows your portfolio personally. Withthe direct touch to broker, one can get better advisewhich really beneficial to the customer.

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Relatively High Cost :When one deals with the online transaction the

cost one has to pay is higher compare to one thatdeals with the simple normal broker. Online broker arecharging high brokerage compare to simple broker.Simple broker charges 0.20% to 0.50% for delivery

base (Cash) and 0.02% to 0.12% for day trading.Annual maintenance charge is also less compare toonline broker. Brokerage is high especially for deliverybase (Cash).

Infrastructure Problem :In country like India there is a huge problem of

infrastructure. One must have computer for doingonline transaction and country like India there are onlysome person using computer for transaction. Thoughnow days this number is increasing, but still there is lotmoir need to improvement in the infrastructure.There is still problem of accessing internet fromremote areas.

Payment Problem :If one wants to do online transaction one must

have any bank account in some specified banks onlyLike ICICI, HDFC etc. Without which one can not do

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online transaction. Once this problem will solve it willeasy for one to do online transaction.

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10. Online Share Trading in India

There are about 50 companies in the online sharetrading market.

Major players in the online share trading in Indiaare, ICICI direct.com, Indiabulls, Sharekhan,

KotakStreet, 5paisa.com etc

ICICI direct.com is market leader in the marketand it has about 47 % of total market share. It hasabout 6.5 lacs customers.

Compare to west countries the day trading

(Intra day) amount is also very small. In westcountries people do speculation so much. So thecontribution of the day trading is huge there.

Compare west countries number of people whoare using internet are very small. Most peopleare accessing internet from their workingplace.There very small number of people who areaccessing internet from their homes. Once theaccessing place will change to home from workingplace, then the number of people who will useonline share trading will increase drastically.

Mostly young people & NRIs using internetfor online share their transaction. Number of

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people who are using internet above 40 for onlineshare trading very small.

Out of total volume of share trading per day, thereis only 6-8% contribution by the online sharetrading.

11. Comparison of various players

Particular ICICI direct.com Share Khan HDFC securitiesstock exchange NSE & BSE NSE NSE

A/C opening charges 750 750 750

A/C annual charges 0 0 0

brokerage charges

Cash Trading 0.75% 0.50% 1000-5000=25

Margin 0.1(only on 1leg) o.1(On each leg) 1000-5000=7.5

BTST All share can be sold

Demat A/c Charges 0 0 0

Demat charges 2nd Year onward 450 300 299

Demat Transaction chargesBuying Nil 0 0.04 or 25

Selling Nil 0 0.04 or 25

Deposit for Trading No deposit Yes No deposit

Method Login and Trade Software Load on Your PC Login and Trade

CallTrade Facility Yes Yes Yes

Billa and Statement Yes Yes No

Risk Monitoring Systen Yes No No

Saving Account ICICI Bank Citi Bank,HDFC,

Global trust,IDBI

Magin Amount 5000 No.Min.amount

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12. Questionnaire :

PURPOSE: To measure the satisfaction level of theexisting customer of ICICIdirect.com

PERSONAL DETAILS

NAME :

AGE :

SEX :

QUALIFICATION :

OCCUPATION :

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1.Income level

Below 1,00,000

1,00,000 to 2,00,000 2,00,000 to 5,00,000

5,00,000 and above

2.Since how long you are using our service?

Less than 2 months

2-6 months

6-12 months > 1 year

3.How frequently you access our website &other online services provided byICICIdirect.com

Daily

3-4 days weekly

monthly

4.From where do you mostly log on to our website

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Home

Office Cyber caf

5.How did you invest before investing throughICICIdirect.com

Investing no where ( beginner )

Investing through traditional broker

Investing through online services provided byother players.

6.How many demat a/c do you have other thanICICIdirect.com demat a/c.

Zero

One

Two

More than two

7.What do you like the most investing throughICICIdirect.com

Safety

Convenience

Independence

Trust

Speed

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8.Where do you invest the most?

Delivery trading Day trading

MFs

IPOs

Bonds

Derivatives

9.Rate our customer care department in termsof services provided by them

Excellent poor1 2 3 4 5

10. Rate research section of our web site interms of satisfaction & reliability

Excellent poor1 2 3 4 5

11. How do you rate our existing online sharetrading services

Excellent poor

1 2 3 4 5

12. What type of investor are you?

Long term

Short term

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13.What is your risk appetite?

High risk

Low risk

Medium risk

14. Since how long you have been into sharetrading?

0-6 months

6-12 months

1-2 years

>2 years

15. From which of these investment options youconsider to invest and earnthe Maximum profit?

Delivery trading

Day trading

MFs

IPOs

Bonds

Derivatives

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13. INFERENCES & CHARTS

About 60% customers are below income level of Rs.1 lac

IncomeLevel

% customers

Below 1lac 601-2 lac 33.332-5 lac 6.66

> 5 lac 0

Income Levels

60

33.33

6.660

Below 1lac

1-2 lac

2-5 lac

> 5 lac

Useduration

%customers

1 year 13.33

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Use duration

33.33

33.33

20

13.331 year

About 66% customers are using our services sincelast 6 months

Frequentaccess

%customer

Daily 66.663 - 4 days 20Weekly 13

Monthly 0

Frequent access

66.66

20

13 0

Daily

3 - 4 days

Weekly

Monthly

About 66% customers are accessing our websitedaily

Log on %

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place customersHome 6.66

Office 73.33Cybercaf 20

log on place

6.66

73.33

20

Home

Office

Cyber caf

About 73% customers are log in to out website fromoffice

Investment waybeforeicicidirect.com

%customers

beginner 73.33Traditional Broker 20Online services byother Broker 6.66

Investment way before icicidirect.com

73.33

206.66 beginner

Traditional Broker

Online services by

other Broker

About 73% customers are beginners

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Most liking

13.33

53.33

33.33

00 safety

convenience

Independence

trust

speed

About 53% customers are taking icicidirect.comservices because of convenienc

Mostinvestmentoption

%customers

delivery Tr. 53.33day Tr.

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MFs 20IPOs 6.66

Bonds 6.66Derivatives 0

Most investment option

53.3320

6.66 6.660 delivery Tr.

day Tr.

MFs

IPOs

Bonds

Derivatives

About 53% customers are investing through deliverytrading.

Rate customercare department

%customers

1(excellent) 26.66

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4 6.665(poor) 0

Rate research section

33.33

46.66

13.336.66 0 1(excellent)

2

3

4

5(poor)

About 80% customers are satisfied with out researchsection

Rate online sharetrading Severice

%customers

1(excellent) 46.662 46.66

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Type of investor

66.66

33.33

long term

Short term

About 66% customers are investing for long term

Riskappetite

%customers

High risk 13.33Low risk 20Medium

risk 66.66Risk appetite

13.33

20

66.66

High risk

Low risk

Medium risk

About 66% customers are willingly to take mediumrisk

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How old in

share trading

%custome

rs0 -6 m 33.336 - 12 m 401 - 2 Years 13.33> 2 Years 6.66

How old in share Trading

33.33

40

13.336.66

0 -6 m

6 - 12 m

1 - 2 Years

> 2 Years

About 73% of the icicidirect.com customers are newin share trading business

More profitable %

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option customersDelivery Tr. 66.66

Day Tr. 6.66MFs 0IPOs 6.66Bonds 6.66Derivatives 0

More profitable option

66.66

6.6606.66 6.66

0 Delivery Tr.

Day Tr.

MFs

IPOs

Bonds

Derivatives

About 66% of icicidirect.com customers arebelieving delivery trading as more profitable option.

14. BI-VARIATE ANALYSIS

RiskAppetite/Incom

< 1lac

1- 2lac

2 - 5lac

> 5lac

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e level

High

13.33

% 0% 0% 0%

Medium 40%26.66% 0% 0%

Low6.66%

6.66%

33.33% 5

Low income (< 2 lac) investors are takingmedium risk.

Investment/use duration

< 2m

2 - 6m

6 - 12m

> 1year

Delivery Tr.6.66% 20%

13.33%

13.33%

Day Tr.6.66% 0% 0% 0%

MFs

6.66

%

6.66

% 6.665 0%

IPOs6.66% 0% 0% 0%

Bonds 0%6.66% 0% 0%

Derivatives 0% 0% 0% 0%

When investors are new to the share market,generally they like to invest in IPOs, MFs.

When they get adapted to share market, theyincrease their investments in delivery trading.

So, according to product of icicidirect.com weneed to target beginners for Wise investmenta/c which provide facility for trading in IPOs,MFs, Bonds.

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Investors who are already in the share marketthey should be targeted for I-direct a/c which

provide delivery trading, day trading andservices of wise investment a/c.

Online services(satisfaction)/liking

Safety

Convenience

Independent

Trust

Speed

1(excellent)13.335 20% 13.33% 0% 0%

2 0% 26.66% 13.33% 0% 0%3 0% 0% 0% 0% 0%4 0% 6.66% 0% 0% 0%5 (poor) 0% 0% 0% 0% 0%

More customers are satisfied with the services

provided by icicidirect.com because ofconvenience, and independence. So,marketing strategy should target thecustomers who are busy, and needconvenience while traveling frequently duringdaily working hours.

Research section /

Investment

Long

term

Short

term1(excellent 26.66% 6.66%2 26.66% 20%3 6.665 6.66%4 6.665 0%5 (poor) 0% 0%

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Long term investors are satisfied withresearch section provided on the website

icicidirect.com. so we can attract long terminvestors by convincing them through ourquality research work

15. Future Of Online Share Trading

Future of the online share trading in India is reallybooming. There are lots many players in India in thismarket and still many are preparing to come.Competition in the market is increasing day by day.

As people are more and more informationseeker, more and more people are joining in thisrevolution. People want a huge database thatprovides information about the companies and otherthings like Indian capital market and foreign capitalmarket. People are making decision on the basis of theinformation that they analyze. The current trend in themarket is like doing things online. First it was mail,then payment and now it is online share trading.Currently there are problems of internetpenetration and infrastructure problem etc., sothe development is not up to its mark of thisindustry. But things are now changing rapidly. Thereare new technologies coming in the market that willsolve the problem.

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Due to the competition and other factors,

Brokerage is likely to decrease in the future.Facilities are also likely to increase that are providedby the online share brokers. The whole online sharetrading industry scenario is changing at rapidspeed. And new changes are likely to come as andwhen there is technical up gradation, becausetechnology plays so much important role here.

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16. Suggestions

Compare to other online broking firm ICICIdirect.com has high brokerageespecially fordelivery base (Cash) transaction. For increasein its sales, it needs to decrease brokerage fordelivery base (Cash) transaction.

One of the reasons why so many customers notwant to join with ICICI direct.com is that one has

to maintain Rs. 5000 in their saving accountquarterly, In case customer do not have anyaccount in ICICI bank.

It needs to improve customer service like call &Trade. Because when one call for call & Trade,one has to wait a long time in queue and also haveto face other problem also.

As company is paying so much telephone bill, whydoesnt it select any scheme? , so that bill willreduce.

Office do not have enough infrastructure like sittingarrangements, computers. Some times someemployee has to wait outside office.

As a company is engage to online share trading, Itdoes not have any other source of marketinformation.

Sometimes customer is not treated well.Sometimes customer gets irritated by the behavior

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of employee. Some times employee behave veryrudely with customer so, it creates bad impression

of organization.

Some times website work very slowly. So one cannot do the transaction one wants to do.

17. Learning & Experience

As the one of the most crucial part of thesummer project was the wonderful as well as tuffexperience that we have felt. First the mostwonderful thing, what we found was that Workingin the organization was totally different fromlearning management in the college. It wasthe totally new thing for us as we dont have facedthis kind of thing ever in our life. You have to keepmany things in mind while you working in anyorganization. Each people behave differently in theorganization. One thing that we have learned wasthat How to get your work done from others.Another important thing is to obey rules andregulation of the organization. Though you will bethere for short time for summer you have to followrules and regulation. The atmosphere in the officewas nice and all employees in the organization

treated us a friend. Every one in the organization isnot always same.

During the project we have also experiencethe hard work of selling the product. Andaccording our point of view our product was the tuffproduct to sell in the market compares to others.

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Our product has immense competition from others,so it was really hard to sell the product, but we still

manage to sell.

There is one fine saying about experience thatExperience is the best learning. And now wehave that learning with us and it helps us tohelp us in the future.

18. Bibliography

Websites :-

http://www.icicidirect.com

http://www.outlookmoney.com

http://www.blonnet.com

http://www.hindubusinessonline.com

http://www.investopedia.com

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http://www.icicidirect.com/http://www.outlookmoney.com/http://www.blonnet.com/http://www.hindubusinessonline.com/http://www.investopedia.com/http://www.icicidirect.com/http://www.outlookmoney.com/http://www.blonnet.com/http://www.hindubusinessonline.com/http://www.investopedia.com/


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