SYNOPSIS

On

“ANALYSIS OF CONSUMER BEHAVIOR

TOWARDS VARIOUS PRODUCTS AND
SERVICES OF INDIABULLS IN THE REGION OF
AMRITSAR”

Varun Malhotra
2108053
INTRODUCTION

Indiabulls is India's leading retail financial services company with 135 locations spread across 95
cities. While its size and strong balance sheet allow them to provide you with varied products
and services at very attractive prices, over 750 Client Relationship Managers are dedicated to
serving your unique needs. Indiabulls is lead by a highly regarded management team that has
invested cores of rupees into a world class Infrastructure that provides their clients with real-time
service & 24/7 access to all information and products. Their flagship Indiabulls Professional
Network TM offers real-time prices, detailed data and news, intelligent analytics, and electronic
trading capabilities, right at your finger-tips. This powerful technology is complemented by their
knowledgeable and customer focused Relationship Managers. We are Creating a World of
Smart Investor . Investing in equities in a market like India is speculative and involves risk that
may be greater than other types of investment strategies. Before investing an Investor should be
careful enough about him investment decision to avoid erosion of wealth. As seen in the recent
times the volatility of market is more detrimental to the retail investors as it seems to be lucrative
for speculative gains of short duration of time. Hence an investor has to evaluate his options
carefully for a prudent investment, keeping long-term horizon in mind.. The working
methodology has been discussed i.e. the data collection methods, sampling methods and the
survey questionnaire methods. The questionnaire prepared is designed so as to cover a wide
range of customer “touch points”. The report given a view about the investors perception that
what they think while making investments in shares. We have emerged as a diversified financial
services company that offers a wide range of financial products and services under the brand
“Indiabulls”. On March 30, 2001 our Company was registered as an NBFC under section 45-IA
of RBI Act to carry on the business of NBFC, not accepting public deposits, as our company is a
holding company. Subsequently, our Company has started investing and providing loans to our
subsidiary companies engaged in different activities as mentioned in the above diagram. With
effect from April 1, 2004, our Company has also commenced the activity of providing credit
facilities to retail customers. We operate through our three subsidiaries– Indiabulls Securities
Limited, Indiabulls Insurance Advisors Pvt. Ltd. And Indiabulls Commodities Pvt. Ltd. with a
presence in equity, debt and derivatives brokerage,depositary services, access to third party
insurance products from Birla Sunlife Insurance Company and mutual fund products of various
asset management companies, and related financial services. Our Company and our subsidiaries
provide brokerage,services and third party financial products and other services through a variety
of channels to retail and institutional clients and operate nationally in India. We are
headquartered in New Delhi with a network of 70 offices spread across 55 cities. Our Company
and our subsidiaries target the retail and the institutional segment of the market through direct
and indirect channels. The direct channel for business is through our sales employees who
operate out of our 70 offices in 55 cities The indirect channel for business is through our network
of marketing associates, people who are not on the rolls of the company.
ISL has invested heavily in building a strong sales team and as on April 30, 2004 it had over 476
relationship managers in its 70 offices spread all over the country. With the sales and marketing
team, our Company and our subsidiaries are able to cross sell many financial products such as
insurance and mutual funds.
Indiabulls also try to demonstrate its service quality through Physical Evidence and presentation.
Because if we talk about online security trading then we have to say that physical evidence will
important for the company in Indiabulls office all client come everyday and they trade but with
the time passing Indiabulls is growing and number of client increasing day by day so
space of office is not sufficient for both staff members and clients also. To overcome this
problem Indiabulls will shift in new office with and of July.
What a customer expect from the company:

1. Wide range of services under one roof

2. 24 hours support and ease to access
3. Personalized attention

What company offers to its customers:

1. Extensive product range.
2. Enhance customer experience.
3. Personalize service through Relationship Managers.
4. Understand local market dynamics.
5. Expanding geographical and online presence.
6. Provide a wide array of services such as brokerage, depositary services,
mutual fund and equity distribution, commodities trading and consumer
loans.
7. Offer innovative products such as Power Indiabulls and Indiabulls
Signature Client Account.
8. Improve customer education through in-house equity research.
Review Of Literature

Malhotra (2002) in his Ph.D. thesis on “India bulls ” has worked on objective to study the
effect of working of India Bulls, how this affects the financial level, and study the impact of
India Bulls working on the internal organization.

Singhania (2005) in his paper on “Distribution of India Bulls Products in India” worked on the
change in the existing distribution channels and to study whether they are technology oriented or
not.

Bostans (2001) in their research report on “Developments in Indian share trade markets”
worked on the background of new entrants, on their business strategies, on various developments
that are likely to influence the market.

Lakshmikutt (2007) in their discussion on “share trading in India -a perspective” emphasis on

distribution as a key element of insurance industry or not, to study the changing scenario
demanding the role transformation of intermediaries and lastly the focus on multiple distribution
channels

Market Research Report, (2001) “Distribution of online trading in India”. This report contains
a detailed examination of the key trends and issues surrounding distribution of shares in India

Gupta and Mishra (2007) in his research work on “Demat accounts India” has worked on how
India Bulls is working with its policies, can it provide quality and variety of products to its
customers.
OBJECTIVES OF THE RESEARCH

• To study investor’s behavior towards different attributes such as risk, return, liquidity etc.
of investment in Equities.
• To study the issues and challenges that investor’s face while making investment in share
market.
• To study the preferences and perceptions of investors regarding various financial
products from the stable of Indiabulls Securities Ltd. so that the firm can benefit from the
findings of the report in launching any new investment product in future.
• To study the consumers perception in respect of investment in shares Trading.
• To study about Risk Management with the help of equities.
DATA COLLECTION

The data collected will be primary in nature no secondary data will be used..The questionnaire
will be designed for the target group to get the best amount of data possible keeping in view the
importance and authenticity of the information and convenience of the respondent. The selection
of investor will be predetermined in nature Personal contacts will also be established to conduct
a face-to-face interview. Interview will also be conducted under strict supervision to maintain
the standards of the data collected.

• Research Design
• Research Idea
• Research Question
• Research Statement
• Research Methodology

Research design
Research design is a specification of methods and procedures for acquiring the information we
need to solve the problems. Research design will be adopted for the purpose of collection and
analysis of data in a manner aimed at getting relevant information. It will be conceptual structure
within which research will be conducted, collected, measured and analyzed.
Research Idea
To know the market scene of trading and Investment in equities through India bulls securities
Ltd. And see consumer behavior towards it.
Research Question
What is the market trend regarding investment? What difficulties and challenges investors are
facing while making investments? What behavior consumer forms during ivesting in India Bulls?
Research methodology

Defining the populations: The population taken for the research mosr probably will be
consisting of investors of only Amritsar only .
Defining the Sample: A random sample will be taken for the purpose of extensive market
survey. A structured questionnaire will be prepared and the results will be analyzed for precise
findings.
Size & Type of Sample: A random sample of size 50 will be taken for surveying.
Method to be used: A frequency count will be done for different parameters/ question and the
most important factors have suggested to the company for betterment of sales operations.