"A STUDY ON CUSTOMER SATISFACTION AT SHAREKHAN LIMITED"

Sharekhan Ltd

Project report submitted in partial fulfilment of the requirements for the award of the
Degree of

MASTER OF BUSINESS ADMINISTRATION

Of BANGALORE UNIVERSITY

By

GANESHA K

Reg. No. 17SKCMD049

Under the guidance of

Ms. SUPRIYA K P

Department of Management Studies

AIMS INSTITUTE OF HIGHER EDUCATION

Bangalore University

2018 - 2019

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2
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 DECLARATION BY THE STUDENT

I hereby declare that "A STUDY ON CUSTOMER SATISFACTION AT SHAREKHAN LIMITED."

Is the result of the project work carried out by me under the guidance of Prof. SUPRIYA K P,
Department of Management Studies in partial fulfilment for the award of Master’s Degree in Business
Administration by Bangalore University.

I also declare that this project is the outcome of my own efforts and that it has not been submitted to any
other university or Institute for the award of any other degree or Diploma or Certificate.

Place: Bangalore Name : GANESHA K

Date: Register Number: 17SKCMD049

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 BANGALORE UNIVERSITY

Certificate of Originality (Plagiarism)

Name of the Student : GANESHA K

Registration Number : 17SKCMD049

Title of Case Study : "A STUDY ON CUSTOMER SATISFACTION AT

SHAREKHAN LIMITED”

Name of the Guide : Ms. SUPRIYA K P

Similar Content (%) Identified : 19%

(Acceptablemaximumlimitofsimilarity25%)

ID number(s) in DrillBit : 190103123509

The Internship project report has been checked using DrillBit anti-

plagiarism software and found within limits as per plagiarism Policy and

instructions issued by the UNIVERSITY/CBSMS.

We have verified the contents of the case study report, as summarized above and

certified that the statements made above are true to the best of our knowledge and

belief.

Signature of Guide Signature of the Principal/Director

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 ACKNOWLEDGEMENT

It would not have been possible to complete this Project report, without the support and guidance of many
wonderful people around me. I could give particular mention to only some of them in this page.

I would like to express my deep sense of gratitude to Mr. Vinay R. K (Branch Manager) of Sharekhan
Ltd, Bangalore for giving guidance and suggestions throughout the project and providing me with the
required data and for their valuable suggestions for analysis of the data.

I express my sincere gratitude to Dr. KERRON REDDY (Principal and Dean Academics) of AIMS
Institutes, Bangalore. Thank you for valuable guidance and encouragement to complete the project.

I would like to express my gratitude to my faculty guide Ms. SUPRIYA K P (Department of Management
Studies). It is only through his excellent guidance, caring and patience that this paper got a true shape. He
supported me throughout the process of project report of case studies with his knowledge and suggestions.

I would also like to thank all the professors who taught me during the academic year as a part of my post
graduate degree and helped me improve my knowledge on the topic. Last, but never the least, I want to
thank my entire family and friends who supported and motivated me throughout the process.

Name: GANESHA K

Reg No. 17SKCMD049

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 TABLE OF CONTENTS

Chapter Particulars Page No

Executive Summary 01

Introduction
 Stock Market
 Stock Broker
1  The stock market trading history of India 02-07
 Primary markets and Secondary markets
 Introduction of National Stock Exchange
 Introduction of SEBI
Review of Literature And Research Design
 Introduction
 Title Of The Project
 Statement Of A Problem
2 08-10
 Objectives Of The Study
 Scope Of The Study
 Research Methodology
 Limitations Of The Study
Company Profile
 Background and inception
 Nature of the business carried
 Vision, mission and quality policy vission
 Products/services profiles
 Areas of operation
 Ownership pattern
3  Compotators information 11-27
 Infrastructure facilities
 Achievement of share khan
 Work flow model
 Future plans
 Mckensy’s 7 frame work model
 SWOT analysis of ShareKhan
 Learning experience

4 Data Analysis and Interpretation 28-38

Key Findings and Conclusions

 Findings
 Suggestions
5 39-45
 Conclusion
 Bibliography
 Appendix

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 LIST OF TABLES

Table no. Description Page no.

1 Age level of investors 28

2 Occupation of investors 29

3 Monthly income of investors 30

4 Basis preferences of investors 31

5 Courtesy of the staff in handling investors 32

6 Ambience and convenience of investors at share khan 33

7 Satisfaction of investors 34

8 Price tariff (brokerage charges). 35

9 Opinion for opening a demat account. 36

10 Investor’s opinion about performance of share khan. 37

11 Investor’s opinion about complaints handled by share khan. 38

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 LIST OF GRAPHS

Graph No. Description Page No.

1 Age level of investors 28

2 Occupation of investors 29

3 Monthly income of investors 30

4 Basis preferences of investors 31

5 Courtesy of the staff in handling investors 32

6 Ambience and convenience of investors at share khan 33

7 Satisfaction of investors 34

8 Price tariff (brokerage charges). 35

9 Opinion for opening a demat account. 36

10 Investor’s opinion about performance of share khan. 37

11 Investor’s opinion about complaints handled by share khan. 38

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 EXECUTIVE SUMMARY

The financial services industry is in the stages of a radical transition that promises to change the
industry landscape. Easing of regulations has increased the competition, both from traditional players as
well as non-traditional players who have the advantage of a strong brand name and huge customer base..
Customers are becoming used to the enhanced levels of services from other industries and are expecting
the same from the financial services industry.

This project helps to know the details about the shares brokerage company and their operations and
the knowledge about the major competitors for Share Khan. This report helps to know SWOT analysis of
Share Khan.

With many players competing for the same set of customers, the customer has now become the
most precious resource. Marketers need to understand their target customer’s needs, their tastes and
preferences. One such project titled “Customer satisfaction towards Share Khan” has been carried out in
Share Khan, Bangalore. So as to enable them to provide the right offerings to the right investors and
device well-targeted marketing strategies to attract and retain the customers by knowing their satisfaction
level.

This study required both primary and secondary data. Primary data was collected through a
structured questionnaire and the secondary data was made available through company literature and
interest.

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 1. INTRODUCTION

1.1 STOCK MARKET

A stock is a place that provides facilities to stock brokers to trade company stocks and other
securities. A stock may be brought or sold only if it is listed on an exchange. Thus it is the meaning place
of the stock buyers and sellers. India’s premier stock exchanges are the Bombay stock exchange and the
National stock exchange.

1.2 STOCK BROKERS

In terms of rule 2(e) stock brokers means a members of stock exchange [SEBI (stock brokers and
sub brokers) rules 1992]

1.3 THE STOCK MARKET TRADING HISTORY OF INDIA

In the earlier day’s stock kept in a natural site to conduct their trading activities, but no it is
shifting from one set of Banyan trees to place to market.

In 1854, trading in India found a permanent address dalal street, now synonymous with the oldest
stock exchange in Asia. The Bombay stock exchange with a heritage that goes back to over 150 years.

BSI was the first exchange in the country to be granted permanent recognition under the securities
contract regulation act 1956.

The exchange has played a pioneering role in the development of the Indian securities market one
of the oldest in the world. After India gained independence, the BSE formulated comprehensive set of
guidelines adopted by the Indian capital markets. Even today the BSE sensex remains one of the
parameter which the Indian economy and finance is measured.

The trading scenario in India then underwent a paradigm shift in 1993, when NSE or national stock
exchange was recognized as a stock exchange within just a few years, trading on the both the exchanges
shifted from an open outer system to an automated trading environment.

Today, the Indian securities market successfully keeps place in global counterparts through the use
of modern’s day technology.

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Stock market milestones:
 1875 BSE established as the native share and stock brokers association.
 1956 BSE became the first stock exchange to be recognized under the securities contract act.
 1993 NSE recognized as a stock exchange.
 2000 commencement of internet trading at NSE.
 2000 NSE commences derivatives trading (index futures).
 2001 BSE commences derivatives trading.

1.4 PRIMARY MARKETS AND SECONDARY MARKETS

Primary markets
An issuer company enters the primary markets to raise capital. They issue of new securities in to the
markets (buyers). If the issuer is selling securities for the first time these are referred to as Initial Public
Offers (IPOs). Summing up, primary markets is the means by which companies float shares to the general
public in an initial public offering to raise capital.
E.g. If the promoters of the private company says XYZ makes its shares available to investors, company
XYZ is said to have entered the primary market.

Secondary market
Once new securities have been sold in the primary, market, an efficient mechanism must exist for their
resale, if investors are to view securities as attractive opportunities. Secondary market transactions are
referred to those transactions where one investors buys shares from another investor at the prevailing
market price or at whatever price both the buyer and seller agrees upon.
The secondary market or the stock exchanges are regulated by the regulatory that facilitates authority. In
India, secondary and primary markets are governed by the security and exchange board of India (SEBI).
For example: If one of the investors who had invested in the shares of the company XYZ sold into another
at an agreed upon price, a secondary market transaction is said to have taken place. Normally investors
transact in securities using an intermediary such as brokers.

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1.5 INTRODUCTION OF NATIONAL STOCK EXCHANGE

The National exchange was set up in 1995 as a first step in reforming the securities market through
technology and introduction of best practices in management. It started with the concept of an independent
governing body without any brokers representation thus ensuring that the operator’s interests were not
allowed the governance of the exchange. Before the NSE was set up, trading on the stocks to dominate.
Exchanges in India used to take place through open outlay without the use of information technology for
immediate matching or recording of trades. This was time consuming and inefficient the practice of
physical trading imposed limits on trading volumes and on the speed with which new information was
incorporated into prices. To obviate this, the NSE introduced screen based trading system (SBTS) where a
member can push into the computer the quantities of the shares and the price at which he wants to
transact. The transaction is executed as soon as the quota punched a trading member finds a matching sale
or buy quota from counter party. SBTS enables distant participants to trade with each others, improving
the liquidity of the markets. With SBTS it becomes possible for market participants to see full markets,
this helps to make the market more transparent, leading to increased investor confidence. The NSE started
nationwide SBTS, which has provided a completely transparent trading mechanism. Today, India can
boast that almost 100% trading take place through electronic order match “Recognized stock exchange”
means a stock exchange which is for the first time being recognized by the central government under
section 4.

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The central government has recognized the following 22 stock exchanges:

 Bombay stock exchange

 Madhya Pradesh stock exchange (Indore)
 Delhi stock exchange association limited
 Ahmadabad stock exchange
 Madras stock exchange
 Calcutta stock exchange
 Uttar Pradesh stock exchange association limited
 Pune stock exchange limited
 Bangalore stock exchange limited
 Ludhiana stock exchange association limited
 Hyderabad stock exchange limited
 Gauhati stock exchange limited
 Cochin stock exchange limited
 Magadha stock exchange association
 Mangalore stock exchange limited
 Bhubaneswar stock exchange
 Saurashtra Kutch stock exchange
 Jaipur stock exchange
 Vododara stock exchange
 Coimbatore stock exchange
 Over the counter exchange of India

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1.6 INTRODUCTION OF SEBI

The government of India established the securities and exchange board of India (SEBI) the
regulatory body of stock markets in 1988 within a short period of time. SEBI became an autonomous body
through the SEBI act passed in 1992, with defined responsibilities that cover both development and
regulation of the market. Comprehensive regulatory, erasures introduced by SEBI ensured that end
investors benefited from the safe and transparent dealing in securities and also safeguard the investor’s
interest.

Securities and exchange board of India (SEBI) ahead office at Mumbai it has offices in
Chennai, Calcutta and Delhi. It is the regulator of securities market in India. It is chaired by Mr. .M.
Damodaran a respected turnaround civil servant credited with turning around large public sector
companies from near death scenarios including the famous Unit trust of The board India. The board
comprises whole time members and outside members (representing the finance ministry, RBI and
experts).

SEBI has three functions rolled into one body: Quaso-legislative, Quasi-judicial, Quasi-
executive. It drafts rules in its legislative capacity; it conducts enquiries and enforcement action in its
executive function and its passes ruling and orders in its judicial capacity. Though this makes it very
powerful, there is an appeals process to create accountability.

There is a security Appellate Tribunal which is a member tribunal and is presently headed by a former
chief justice of a high court-Mr. Justice NK Sodhi. A second appeal lies directly to the Supreme Court
(where important questions of laws arise).

SEBI has had a mixed history in term of its success as a regulator. Though it has pushed systemic reforms
aggressively and successively (E.g. The quick movement towards making the market electronic and
paperless), it lacked the legal expertise, till recently, needed to sustain procecution enforcement actions. It
has recently been announced that it is going to help to the law campuses to recruit talent and has formed
reasonable success there.

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The basic objectives of the board were identified as:

• To protect the interest investor in securities.

• To promote the development of the security market.

• To regulate the securities market.

• To made the rule and regulation and restrict unfair fare policies.

• Formulate duties and responsibilities to stock brokers.

• To regulate safe mode of operation in market place.

SEBI has contributed to the improvement of the securities market by introducing the measures like
capitalization requirement, margining and establishment of clearing Corporation that reduced the risk of
credit.

Today, the board continues on its two-fold

two fold machine of integrating the securities market at, the
National
al level also diversifying the trading products to increase the no of traders (including
including the banks,
Financing institutions, Insurance companies, Mutual fund, Primary dealers etc.)
etc.)Transacting
Transacting through
exchanges in this contest the introduction of derivatives trading through Indian stock exchanges permitted
by SEBI in 2000 AD has been a real landmark.

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 2. REVIEW OF LITERATURE AND RESEARCH DESIGN

2.1 INTRODUCTION:

Customer satisfaction

Today’s companies are facing their toughest competition ever. The competition is how companies
can go about winning customers and outperforming competitors. The answer lies in doing a better job of
meeting and satisfying customers centered companies are adopt a building customer, not just building
products. They are skilled in market engineering, not just product engineering.

Customers satisfaction is a per feeling of pleasure or disappoint resulting from comparing a

product perceived performing in relation to his or her expectations. If the product matches expectation, the
customers is satisfied. It exceeds them the consumer is highly satisfied and if it falls short, the consumer is
dissatisfied. Many companies are aiming for high satisfaction because customers who are just satisfied
still in find it easy to switch then better offer comes along. Those who are highly satisfied are much less
ready to switch. High satisfaction creates an emotional affinity with the brand , not just a rational
performance .

A widely quoted study that linked levels of customer satisfaction with customers behavior
identified several types of customer: completely satisfied customers who are loyalist who keep on
purchasing or apostles whose experiences exceeds their expectations and who provide positive word of
mouth about the company to others, defectors who feel neutral or merely satisfied and are just as like to
stop doing business with the company , consumer terrorist who have had negative experience with the
company and who spreads negative word of mouth. Hostages are unhappy customers who stay with the
company because of a monopolistic environment of low prices who are difficult and costly to deal with
because of their frequent complaints. satisfied customers who have no real loyalty to the company and
may defect because of a lower price elsewhere or on impulse, defying the satisfaction-loyalty rationale.

The researchers proposed that companies should strive to create apostles, raise the satisfaction of
defectors and turn them into loyalists, avoid having terrorist or hostages, and reduce the number of
mercenaries.

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2.2 TITLE OF THE PROJECT
“CUSTOMER SATISFACTION TOWARDS SHARE KHAN” IN Bangalore

2.3 STATEMENT OF A PROBLEM

With the emergence of competitors in shares Brokerage Company, Share khan need to understand
the level of customer satisfaction to survive in a market. The company was facing the problem of retaining
the customers due to the lack of awareness about customer’s satisfaction level.

The above study is undertaken to know the customers satisfaction towards ShareKhan. The study
focuses particularly in the area of consumer satisfaction, unique qualities of services and factors affecting
it.

This study helps in conducting research on customer satisfaction in knowing their satisfaction level
to serve the problem.

2.4 OBJECTIVES OF THE STUDY

 To know satisfaction level of customers towards company.

 To know the existing problem with the products or services of the company.
 To know about the brand preference and brand loyalty of the customers.
 To analyze competitive efficiency of Share Khan in relation to other leading brands.
 To know the post buying behavior of the customers.

2.5 SCOPE OF THE STUDY

This study is collected to know customer satisfactions and to collect information regarding
satisfaction of consumer towards Share Khan in Bangalore.
This study helps the organization in improving a clear picture of consumer satisfaction towards
Share Khan. This study helps the company to rectify the limitations at present and plan future strategies to
sell its products and services so as to gain maximum returns.

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2.6 RESEARCH METHODOLOGY
30 respondents were selected by using random sampling method in Bangalore city. The
respondents were selected on different socio-economic back ground.
Both primary and secondary methods have been used to collect the data.

Primary data:
 They are the information collected for the specific purpose at first hand .
 The primary data collected by the way of well prepared questionnaire.

Secondary data:
It is the information that already exists somewhere having been collected for another purpose the
source of secondary data are collected from
 Website
 News paper
 Company journals
 Annual report.

2.7 LIMITATIONS OF THE STUDY

This project was carried out to analyze the satisfaction of consumers towards Share Khan. There were
several limitations while carrying out the survey which has stated as follows:

 Finding of the study are based on the assumption that information collected from customers is
correct.
 The study is limited to 30 samples
 The study is restricted to Bangalore city
 Since the samples are restricted to Bangalore city only, it is the representation of the urban market
only.

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 3) COMPANY PROFILE

3.1 BACKGROUND AND INCEPTION:

Share khan is a retail broking firm of S.S Kantilla Ishwarlal Investor’s services private limited. An
organization with more than 8 Decades of trust and credibility in the stock market. Share khan limited
(formally SSKI investors services private limited) was promoted by Mr. Shripal. S Morkharia and Mr.
Shreyas S Morkharia. It is currently India’s largest broking house. It is a member of stock exchange,
Mumbai. It is a depository participant of the NSDL and CSDL.

Its business includes stock broking, depository services port folio management and derivatives.

The company core specialty lays in its retail distribution with a large network of branches i.e.510
share shops (retail shops) in 170 cities in India and Sub-brokers/authorized persons. Its research division
has several analysts continuously monitoring global, national and regional political, economical, social
situation so as to assess their impact on the economy in general, the sectors so as to assess their impact on
the economy in general, the sectors and companies they research which helps them if offering quality
research and advice clients.

The SSKI group comprises of institutional broking and corporate finance. The institutional broking
division caters to domestic and foreign institutional investors, while the corporate finance division focuses
on niche areas such as infrastructure, telecom and media. SSKI has been voted as the TOP DOMESTIC
BROKERAGE HOUSE in the research category by EURO MONEY SURVEY AND BY ASIA MONEY
SURVEY.

For the derivatives segment, to educate the political investors towards the share market they
provide a study kit named the derivative digest. And for potential investors wanted to start the trading in
the share market also provided with the study lit First step to investing in the share market, gives them a
general understanding about how the share market operates, and it also gives an idea regarding the role of
share brokers in the capital market.

These are the wide ranging services offered by the share khan to its customers. And the most
importantly, SHARE KHAN is blessed with well dedicated sales wings, who are looking after the various

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needs of the customers in a committed manner and which provide the customers with tremendous amount
of satisfaction and happiness about their investment.

Core services
Equity and derivatives trading on BSE and NSE
1. Depository services
2. Online trading
3. IPO services
4. Commodity trading
5. Port folio management services.

3.2 NATURE OF THE BUSINESS CARRIED

SHARE KHAN is a broking company. The company offers a complete range of pre trade, and post trade
services on the BSE (Bombay stock exchange) and NSE (National stock exchange). Whether the client
comes into the companies’ conventionally located offices and trade in a dedicated ambience or issue
instructions over the phone, our highly trained team and sophisticated equipment ensure smooth
transactions and prompt services.
1. Investment advisory services
2. Facilitation services to retail investors, corporate.
3. Depository services

Investment options include:

 Online trading(includes equity ,derivatives)
 Commodities trading
 Mutual funds
 Port folio management services.
SHARE KHAN Branches are conceptualized to be place where investors can come in contact with
investment opportunities in an atmosphere of convenience and comfort. Our services are available through
our network of 510 share shops spanning 170 major towns and cities in the countries. Professional seeks
to educate clients and end their confusion by custom an investment plan according to the needs of the
clients and is also today a part of the company’s induction program advising employees on how to plan
their investment.

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3.3 VISION, MISSION AND QUALITY POLICY VISSION
“SHARE KHAN” practices customer centric approach to be leading broking firm. The company
vision is:
1. To be the top most company for providing investment advisory and financial planning services in
India.
2. To be a leading investment intermediary for transaction through both online and offline medium.

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

1. Educate and Empower.

A) Research backed advice, which is easy to understand, retail specific, and discipline.
B) Total equity solution for the entire investment process.
C) Relationship management.

2. Superior service
A) Integrity
B) Transparency
C) Professionalism
D) Information-product ,news, operations
E) Hassel free trading
F) Enjoyable experience

GOALS
Our attempts goals is to accomplish top most position in both online and offline medium of trade and also
to remain a customer centric organization.

QUALITY POLICY:
Objectives represent, what needs to be accomplished in order to reach the goals.
1. Create a single integrated national level solution with access to multiple markets for providing
high cost effective services to millions of investors across the country.

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2. Create a liquid and vibrant national level market for all listed companies in general and small
capital companies in a particular.
3. Optimally utilize the existing infrastructure and other resources of participating stock exchange ,
which are underutilized now.
4. Provide a level playing field to small traders and dealers by offering an opportunities to participate
in a national markets having investment oriented business.
5. Reduce transaction cost
6. Provide clearing and settlement facilities to the traders and dealers across the country at their
doorstep in a decentralized mode.
7. Spread Demat trading across the country.

3.4 PRODUCTS/SERVICES PROFILES

Classic account
This is a product for all the retail investors who is risk-averse and hence prefer to invest in
stocks selectively or who does not trade too frequently. There is no volume commitment on the part of the
client.

The Features of the products are as follows:

The registration charges are 750/- that is a one-time payment. With the online package defaults
Demat a/c. would be opened with SSKI. For the first year no Demate charges have to be paid. Its free the
client gets expose of up to 4 times of the deposit amount. For example if the client has Rs. 5000/- in
his/her account can get the exposure up Rs 20000/-
The brokerage applicable is 0.50% on delivery and 0.1 for intraday trading.

SPEED TRADE
Proposed policy for speed trade/plus
The company will be merging speed trade and speed trade plus. There will be a common exe
called speed. Trade which allows customers to trade on both cash and F&O. account opening fee Rs
1000/-.
An incentive for the customer-in case speed trade client contributes Rs 1000/- as brokerage
(from the month of sign-up plus one month) his account charges will be created back to his account .To
explain, if the customers has been signed up in the September 2009 and his customers’ brokerage for
September and October is above Rs 1000/-then he will get a credit of Rs 1000/-in his account.

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SERVICES OFFERED BY SHARE KHAN
1. Trading facilities:
“SHARE KHAN” as a member of NSE &BSE provides both offline and online trading
facilities nationwide for trading the securities in secondary market to its clients. The company’s wide
network of the outlets spread across the country facilities to executive the orders in secondary markets.
2. Derivatives: (future and options)
The company also facilitates the trading system for trading in secondary market
under future and option segment of NSE&BSE. The equity dealers in the company will be eager to give
insights into the news sets introduction and in the Indian capital market future and options.

3. Depository services:
“SHARE KHAN is a depository participant of National Securities Depository limited
and central depository and securities limited. Share khan will open Demat accounts, which will investors
to convert physical certificates of shares into electronic balances in an account maintained.

4. Margin financing:
In the present rolling settlement scenario, share khan understand investor need for
additional capital availability for daily purchaser shares. It offers unique facility avail finance, for
purchasing shares very competitive interest rates.

5. IPO’S and Mutual Funds

“Share khan offers the change of investing in the potentially lucrative IPO market. Share
khan is distribution house for mutual funds. This is the new scheme introduced by the company and it also
offers schemes catering to investors with varying risk return profiles.

6. Stock lending and Borrowing

One can place an order of shares with share khan. It is approved intermediary of the
security or lending schemes. These would be sent out the borrowers, these earnings fees for all investor’s
idle shares. Thus Share khan fulfill the investor need for borrowing and lending of share.

7. Equity Research

24
 Share khan has a highly rated research using involved in macroeconomic studies, industry
and the company specific equity research. The research team’s inputs will be available as daily trading
calls, quarterly investment pix, on the fundamentals of particular company and the industry as a whole.

8. Internet Trading
Investors can also trade their securities through this facility by logging into company’s website.
The virtual word that world share khan offers online trading services through.

9. Portfolio Management Service

Share khan securities are a registered portfolio manager with SEBI to manage
portfolio on behalf of clients with a discretionary and non discretionary and non discretionary tight this
service is a provision for those who may not have the right time to manage their stocks investment or
require the service of the company’s highly specialized professional team.

10. Online Trading

Share khan was amongst the pioneers of online trading in India and has launched
sharekhan.com in February 2010. Since then, they have been at the forefront in understanding customer’s
needs, analyzing trends and bringing innovation in their offerings. They have online trading products that
are customized to the habits and preferences of investors as well as trades.

Features of online trading products:

 Live streaming quotes
 Instant order execution and conformation
 Price alerts
 Single screen for equities and derivatives
 Multiple market watch windows
 Real-time portfolio tracking

Other services
 Free access to investment advice, from Share khan research team.
 Share khan “value line ‘’ (a monthly publication).
 Daily research reports and market review.
 Daily trading calls based technical analysis.

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  Cool trading products.(daring derivatives and market strategy)
 Personalized advice.
 Live management information.
 Internet based online trading session.
 Online BSE and NSE execution through blot and neat terminals.
terminals

3.5 AREAS OF OPERATION:

Area of operation is international, operating in
 INDIA
 DUBAI
 MASCAT

3.6 OWNERSHIP PATTERN:

Sales
General public
10%

Promotors
49%
Institutional
investors
41%

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3.7 COMPITATORS INFORMATION:

KOTAK SECURITIES
Mahindra is one of India’s leading financial institution’s, offering complete financial solutions
that encompass every sphere of life. From commercial banking, to stock broking, to mutual funds, to life
insurance, to investment banking, the group caters to the financial needs of individuals and corporate.

RELIANCE MONEY
Reliance money is an Endeavour to the way India trade in financial markets and avails of
various financial services. Reliance money ensures maximum security with a unique security token to
keep your online account safe. Roll over the above links and enter the world of investments just opened
up. Reliance money is one of the venture of Anil Dhirubhai Ambani Groups., established in 2007 with
new competitive brokerage rate and new competitive strategy.

INDIA INFOLINE
The India Info line Groups comprises the holding company, India Info line limited, which has 4
wholly-owned subsidiaries engaged in distinct yet complimentary business which together offer a whole
bouquet and services to make your money grow. As on date, the group employees 4000 plus employees,
in over 60 locations, across India. The corporate structure has evolved to comply with oddities of the
regulatory frame work but still beautifully help attain synergy and company, India Info line ltd owns and
manages the web properties. It also undertakes research, customized and off the shelf.
India Info line launched on 11 may 1999, www.indiainfiline.com is India’s leading and mist
comprehensive business and financial information website. The site provides quality information analysis
– earlier restricted to a few people – to the common man, but now absolutely free; The site has met
comprehensive financial content website in India by BBC world- money watch. Business world Business
Line and others.

ICICI DIRECT
ICICI Bank Demat Services boasts of an ever- growing customer base of over 11.5 lacks account
holders. In their continuous Endeavour to offer best of the class services to their customer we offer
following features:
E-instruction: you can transfer securities 24 hour a day, 7 days a week through Internet and
interactive Voice Response (IVR) at a lower cost.

27
 Consolidation Demat Account: Dematerialize your physical shares in various holding patterns and
consolidate all such scattered holdings into your primary demat account at reduced coast.
Digitally Signed statement: Receive your account statement and bill by email.
Corporate Benefit Tracking: Track your dividend, interest, bonus through your account statement. Mobile
Request: Access your Demat account by sending SMS to enquire about Holdings, Transactions, Bills and
ISIN details. Mobil Alters: Receive SMS alerts for all debit\credits as well as for any request which cannot
be processed.
Dedicated customer care executives specially trained at our call center, to handle all your queries.
Countrywide network of over 235 branches, you are never for from an ICICI Bank Demat services outlet.

KARVY
KARVY is a premier integrated financial services provider , and ranked among the top 5 in the
country in all its business segments , services over 16 million individual investors in various capacities,
and provides investors services to over 300 corporate, comprising the who of corporate India. KARVY
covers the entire spectrum of financial services such as stock broking, Distribution of financial products –
mutual funds , bonds fixed deposit, equities, insurance, broking , commodities broking personal finance ,
placements of equity, IPOs, among others. Karvy has a professional management team and ranks among
the technology, operations and research of various industrial segments.

3.8 INFRASTRUCTURE FACILITIES

The company Has healthy and competitive environment with all facilities to the employees,
which helps in the enhancement of employee’s productivity. Some of the facilities are as follows

 Parking facility
 Meeting hall
 Cabins
 Separate PCs for all employees
 Lift facility
 Telephone facility
 Internet

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3.9 ACHIEVEMENT OF SHARE KHAN:
 Rated among the top 20 wired companies along with reliance, HUF, Infosys, etc by
business today, January 2004 edition.
 Awarded Top Domestic Brokerage House four times by Euro money and Asia money.
 Pioneers of online trading in Indian amongst the top 3 online trading website from India.
Most preferred financial destination amongst online broking customers.
 Winners of “Best Financial Website” award.
 India’s most preferred brokers within 5 years. “AWARD CUSTOMERS AWARDS
2005”.

3.10 WORK FLOW MODEL

INSTALL THE SOFT WARE TAKE REFERENCES

TELE CALLING
COMPLETE THE FORMALITIES

FIX APPOINTMENT

ATTENDED
APPOINTMENT
INTERESTED

NOT INTRESTED TAKE REFERENCES

29
 WISH GREETING
INTRODUCTION

PURPOSE OF CALLING
CLOSE THE CALL

NEED GENERATION
FIX THE
APPOINTMENT

BROKERAGE EXPLANATION OBJECTION

HANDLING

 Wish greeting to the prospect

 Intruding ourselves
 Telling the purpose of calling to the prospect
 Creating the need by telling the benefits
 Handing the prospects objection tactfully
 Giving details explanation about brokerage charge
 If they are convinced fix an appointment
 Closing the call effectively.

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3.11 FUTURE PLANS: FUTURE GROWTH AND PROSPECTUS

 2,00,000 plus retail customers being served through centralized call center/web solutions.
 Branches/semi branches servicing affluent/aggressive traders through high skill financial
advisor.
 250 independent investment managers/franchisee serving 50,000 highly valued clients.
 New initiatives-portfolio management services and commodities trading.

31
3.12 MCKENSY’S 7 FRAME WORK MODEL

MCKENSEY’S7S FRAME WORK

The 7s frame of Mckensey’s is a value based management (VAB)model that describes how one
can holistically and effectively organize a company.

The Mckinsey7-S framework configures as follows

STRUCTURE

STRATERGY SYSTEMS

SHARED VALUE

SKILLS STYLE

STAFF

32
STREATEGY

A company of SHARE KHAN stature cannot afford to work without objectives an overall group
objective is already set and all the employees are driven towards SHARE KHAN believes that no
individual is big as the organizational itself.

Competition is the key to survival and for giving diversification for the given product as such
competition is always good. SHARE KHAN updates itself to the surrounding competitions and bring out
changes are services and related products to be in competitions.

HEAD OFFICE

(MUMBAI)

EAST ZONE WEST ZONE SOUTH ZONE

NORTH ZONE
DIVISIONAL DIVISIONAL DIVISONAL
DIVISIONAL
HEAD OFFICE HEAD OFFICE HEAD OFFICE
HEAD OFFICE

Regional
RHO RHO RHO RHO
Head RH0 RHO RHO
office 1 2 1 2
2 1 2
1

VARIOUS BRANCHES

33
STYLE

Style stands for the patterns of actions taken by the top management over a period of time. Style is
visible through reporting relationships amongst the various levels of management. Many initiative
measures are taken in SHARE KHAN in bottom-up procedure. Share khan remains defensive, in decision
making process related to various aspects.

SKILLS

Skill is an ability or proficiency in performing particular task . It is an acquired or learnt ability

to translate knowledge into performance. It is the competency that allows for superior performance in the
field in which the employee has acquired the ability. Thus, skills are the dominant capabilities a and
competencies possessed by the organization. Share khan is known for product port-folio management and
cost management.

STAFF

Each incumbent should have a specific academic qualification to match the position to match the
position he is going to hold and also necessary skills to execute the assignment marketing/sales people.
Should posses at least a degree and management degree is preferred and should necessary posses’
good communication skills and flair for sales. He should have a two wheeler for communicating purpose.
All back end employees should have at least graduation with exposure to necessary skills. For fresher due
training will be given and then will be suitable from time to time. Annual increments are also based on the
performance predominant.

SYSTEMS

The organization follows strict rules and regulations for the employees. I t follows specific entry
and exit timing for its employees. All junior staff member will have to report to the designed senior staff
daily attendance register to the human resource department. This is duly processed at the end of each
month. The company has its regional office in Bangalore. Which is headed by a regional manager all
branch heads and various department heads will report to him on regular basis?

34
SHARED VALUES
Values refer to the institutional standards of behavior that strengthen commitment to the vision,
and guide strategy formulation and purposive action. The core values are shaped around the belief that
enterprises exist to serve society. In terms of this belief, profits is a means rather than an end in itself a
compensation to owners of capital linked to the effectiveness of contribution to society and the essential
ingredient to sustain such enlarged societal contribution.

Thus share khan has embraced an extended role of trusteeship. An unwavering commitment to
integrity, ethical conduct ,meritocracy, teamwork and abiding concerns for stakeholders are at the heart of
organization’s value system.

3.13 SWOT ANALYSIS OF SHARE KHAN

STRENTHS
 Implementation of new technology for influencing the customer.
 Company provides updated research reports to clients regularly.
 1:4 exposure is provided to the customer
 Share khan maintains a good product services image.
 The complaints are rectified immediately that is the service recovery.
 Share khan has tie up with 12 banks for online trading.
Recent years share khan has become popular in stock brokerage company.

WEAKNESS
 Low commission paid to the sales executives as compare to other companies.
 Lack of internal communication.
 Low advertisements
 Share khan has limited sales executives because of which the executive is overburdened with
work.
 Lack of flexibility in work

35
OPPORTUNITY:
 Growing IPO Issues
 Positive outlook of people towards financial products
 Attracting potential customers.

THREATS
 Entering of Bank’s into stock brokering industry.
 Brokerage is high as compare to other competitors.
 High competition among other competitors.
 Unethical marketing practices.
 Unfavorable government policies.

3.14 LEARNING EXPERIENCE

As a student of MBA. The project had given a practical exposure to all the functional areas of the
organization and systems. This internship helped to discover the functional area of the organization and
systems. This internship helped to discover the insights of the corporate world. And help to know
difference between the real corporate world and virtual world of theories.

The project was given an opportunity to work as a trainee in all the department’s which gave a real
experience of the organization. This helps to link the facts with the classroom sessions.

This study provides the insight about the concepts of marketing research. The research helped to
gain field experience while interacting with customers and know the satisfaction level.

Apart from working experience, even got the opportunity to know the practicality of trading,
which was highly privileged. The project report helped to know that implementation is the process of
learning. But this is not an end to learning. The road to discover new insights…

36
 4. ANALYSIS AND INTERPRETATION

TABLE 1: CLASSIFICATION OF RESPONDENTS BASED ON AGES

Age Group(years) No of Respondents Percentage ((%)

18-21 5 16.67
22-29 19 63.33
30-34 5 16.67
35 and above 1 3.33
Total 30 100

Analysis:
The above table shows that 16.67% of the customers are in the age group of 18-21
18 yrs, 63.33% of
the customers are in the age group of 22
22-29 yrs, 16.67% in the age group of 30-34,, and remaining are
3.33% are at the age group of 35 yrs and above.

Interpretation:
We can observe here that more customers are in the age group of 18
18-21
21 yrs, and they use the
products of Share Khan.

37
TABLE 2: CLASSIFICATION RESPONDENTS BASED ON OCCUPATION.

Occupation No of Respondents Percentage (%)

(
Business 4 13.33
Employee 13 43.33
Student 11 36.67
Others 2 6.67
Total 30 100

Analysis:
The above table shows that 43.3% of the customers are in employees, 36.7% of the customers are
Students, 13.3% of the customers are Business Men, and remaining are 6.7% are Others.

Interpretation:
We can observe here that more customers of Share Khan are employees, students and business
men for Investments.

38
TABLE 3: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
MONTHLY INCOME.

Monthly Income Range No of Respondents Percentage

10000-15000 9 30
15000-25000 6 20
25000-50000 9 30
50000&above 6 20
Total 30 100

Based on Monthly Income

10000-15000
15000-25000
25000-50000
50000&above

Analysis:
The above table shows that 30%
% of the customers are earning a monthly income of 10000-15000/-,
10000
20% of the customers are earning a monthly income of 15000-25000/-, 30% of the customers are earning
a monthly income of 25000-50000/-, and remaining 20% of the customers are earning a monthly income
of 50000/- and above.

Interpretation:
We can observe here that the person earning 25000 to 50000/
50000/- are the major customers of Share
Sha
Khan.

39
TABLE 4: CLASSIFICATION OF THE RESPONDENTS
RESPONDENTS ON BASIS
PREFERENCES

Preferences No of Respondents Percentage

Physical 3 10
on-line 15 50
Both 12 40
Total 30 100

Analysis:
The above table shows that 50% of the customers are opted for Online Mode, 40% of the
customers for both online and physical, and only 10% of the customers opt for Physical mode.

Interpretation:
We can observe that 50% of the customers prefer online mode rather than physical mode.

40
TABLE 5: HOW WOULD YOU RATE COURTESY OF THE STAFF?

Courtesy of the staff No of Respondents Percentage

Pleasant 11 36.67
Friendly 18 60.0
Rude 0 0.00
Unpleasant 1 3.33
Total 30 100

Analysis:
The above table shows that 60% of the customers are treated friendly, 36.7% of the customers are
treated pleasantly, 3.33% of the customers are unpleasant, and there is no rude behavior of the staff with
the customers.

Interpretation:
We can observe here that all the staffs are pleasant towards customers in handling their complaints.

41
TABLE 6: CLASSIFICATION SHOWING RESPONDENTS OPINION ABOUT
AMBIENCE AND CONVENIENCE AT SHARE KHAN.

Infrastructure No of respondents Percentage ((%)

Good 11 36.67
Excellent 10 33.33
Satisfactory 8 26.67
Not Satisfactory 1 3.33
Total 30 100

Analysis:
The above table shows that large portion of the respondents belongs to good i.e., 36.7%,
36.7 33.3% is
Excellent, 26.7% is Satisfactory and only 3.3% is not satisfactory.

Interpretation:
We can observe here that more respondents are given as good.

42
TABLE 7: CLASSIFICATION SHOWING THE SATISFACTION OF
CUSTOMERS

Options No of respondents Percentage (%)

YES 28 93.33%
NO 1 3.33%
Not Answered 1 3.33%

Analysis:
The above table shows that large portion of the respondents belongs to Satisfactory i.e., 96.6%,
3.4% are not satisfacted with the respondents.

Interpretation:
We can observe here that more customers are satisfied.

43
TABLE 8: SHOWING THE ABOUT THE PRICE TARIFF (BROKERAGE
CHARGES).

Options No of respondents Percentage ((%)

Reasonable 15 50
Expensive 2 6.67
Normal 11 36.67
No Comments 2 6.67
Total 30 100

Analysis:
The above table shows that large portion of the customer’s states that the price is reasonable i.e.,
50%, 36.7%
% is Normal, 6.7% is Expensive and 6.7% is no comments.

Interpretation:
We can observe here that the price and the tariff rate are reasonable.

44
TABLE 9: CLASSIFICATION SHOWING THE RESPONDENTS OPINION F
FOR
OPENING A DEMAT ACCOUNT.

Options No of respondents Percentage ((%)

Easy 21 70
Tedious 4 13.33
Vague 4 13.33
Difficult 1 3.33
Total 30 100

Analysis:
The above table shows that opening a demat account in Share K
Khan
han is easy by agreeing to 70%,
13.3% says that it is Tedious, 13.3% is Vague and only 3.3% says it is difficult.

Interpretation:
We can observe here that there is no much risk involved in opening a demat account in Share
Khan.

45
TABLE 10: CLASSIFICATION OF THE RESPONDENTS
RESPONDENTS OPINION ABO
ABOUT
PERFORMANCE OF SHARE KHAN.

CHOICES RESPONDENTS PERCENTAGE

Excellent 13 43.33
Good 11 36.67
Fair 5 16.67
Poor 1 3.33
Total 30 100

Analysis:
The above table shows that large portion of the respondents belongs to 43.3% is Excellent, 36.7%
is good, 16.7% is fair, 3.3% is poor.

Interpretation:
This question helps to know the overall performance of Share Khan Services. The above graph
revels that most of the respondents says it is excellent.

46
TABLE 11: CLASSIFICATION OF RESPONDENTS OPINION
OPINION ABOUT
COMPLAINTS HANDLED BY SHARE KHAN.

OPTION NO OF RESPONDENTS PERCENTAGE

YES 4 13.33
NO 26 86.67
Total 30 100

Analysis:
The above table shows that the 96.6% complaints handled by the Share Khan are satisfied by the
customers and only 3.4% is dissatisfied.

Interpretation:
We can observe that the complaints are handled effectively by the company.

47
 5. KEY FINDINGS AND SUGGESTIONS

5.1 FINDINGS

 Accordingly to the survey most of the customers of the Share Khan limited says that it is pocket
friendly.
 As company exists from 8 decades Share Khan is trustworthy. 70% of respondents says Share
Khan limited is better than other stock brokers due to customer satisfaction.
 Most of the customers prefers on line trading, i.e. about 80% of the customers preferred online
trading.
 Majority of the customers rated the courtesy of staff as pleasant and also handled customer’s
complaints effectively.
 Customers say that quality of the services, brokerage price are the main attribute which make them
to opt for Share Khan.
 Majority of the customers are satisfied with the performance of Share Khan.
 Customers are interested to influence Friends & Relatives.
 The overall rating of Share Khan Consultant’s performance and infrastructure is good.
 Most of the respondents have not come across the ads of Share Khan.

5.2 SUGGESTIONS

While conducting the survey many respondents have given their suggestions for improvement of
services of Share Khan. Some suggestions that may help the company to improve the service quality are
as follows.

 Compare to other competitors the price tariff (brokerage price) is high. It should be reduced.
 Consisting in quality some respondents feel that the quality is not consistent.
 Company has to invest more on advertisement.

48
5.3 CONCLUSION

People have become more conscious about investment in share market. Most of the people are well
aware of Share Khan as it is a well known stock brokerage company in India.

Customers wants firm to work on Sundays to help professionals and also make a small payments
to be paid in cash so that they can differentiate themselves and compete in market very well.

The report reveals that some customers are shifting to other competitors company because of
price tariff (brokerage charges) Hence, the company should take measures to retain the customers

Due to lack of advertisement the organization should concentrate television as media conducting
any advertisement campaign. Market share of organization can be increased by carrying out various
promotional activities.

The organization should concentrate on customer’s needs and wants.

49
5.4 BIBLOGRAPHY

Books:
Philip Kotler, Kevinlane Keller, Abraham Koshy, Mithileshwar Jha. “MARKETING
MANAGEMENT 13TH EDITION”

Leon g. Schiff man and Leslie Lazar Kanuk “CONSUMER BEHAVIOUR 9TH EDITION”

Websites:
• www.wikipedia.com
• www.sharekhan.com
• www.google.com

50
5.5 APPENDIX

Respected Sir/Ma’am,

I am a student of ACHARYA INSTITUTE OF MANGEMENT AND SCIENCE pursuing MBA.

As a part of the MBA curriculum, I am doing my Internship Project in SHARE KHAN VIJAYANAGAR
BRANCH BANGALORE and have taken up a project on “CUSTOMER SATISFACTION TOWARDS
SHARE KHAN”.

In this connection, I need some information below is the Questionnaire, kindly give your responses
in the Questionnaire. I sincerely assure, your responses will be kept strictly confidential and shall only be
used for academic purpose. I shall greatly appreciate your co-operation in completing my internship
project.

Thanking you

Yours sincerely

(GANESHA K)

51
1) NAME:

2) ADDRESS:

3) AGE GROUP:
(a) 18-21
(b) 22-29
(c) 30-34
(d) 35 and above

4) OCCUPATIONS:
(a) Business
(b) Employee
(c) Student
(d) Others

5) INCOME GROUP:
(a) 10000-15000
(b) 15000-25000
(c) 25000-50000
(d) 50000&above

6) Your preference:
(a) Physical
(b) on-line
(c) Both

7) How would you rate courtesy of the staff?

(a) Pleasant
(b) Friendly
(c) Rude
(d) Unpleasant

52
8) What is your opinion about ambience and convenience at Share Khan.
(a) Good
(b) Excellent
(c) Satisfactory
(d) Not satisfactory

9) Are you satisfied with the facilities provided?

(a) Yes
(b) N0

10) Your view about the price tariff (Brokerage charges)?

(a) Reasonable
(b) Expensive
(c) Normal
(d) No comments

11) What is your experience for opening a Demat account in Share Khan?
(a) Easy
(b) Tedious
(c) Vague
(d) Difficult

12) What is your opinion about performance of Share Khan?

(a) Excellent
(b) Fair
(c) Good
(d) Poor

13) Do you have the problem for parking near Share Khan limited?
(a) Yes
(b) No
THANKING YOU FOR COMPLETING THIS QUESTIONARE RESPONDENTS.

53
 RESPONDENT

1. DARSHAN KS
2. RAVICHANDRAN
3. AJITH GOWDA
4. ANIL SHETTY
5. ARVIND
6. CHANDAN KUMAR
7. CHIKE GOWDA
8. DARSHAN GOWDA
9. DRUVA KUMAR
10. KRISHNA MURTHI
11. MANJUNATH SHETTY
12. NAGARAJ SHETTY
13. NIKIL
14. NIRAN
15. PRAVEEN HATIKAL
16. RAJESH
17. SANANYJ GOWDA
18. SHASHANK
19. SHESHAGIRI
20. SHOGAN BABU
21. SHRIKANTH
22. SUNIL GOWDA
23. VASANTH GOWDA
24. BHANUSHREE
25. PAVAN GOWDA
26. ANUSHA SHETTY
27. PRIYANKA
28. NIKITHA
29. PALLAVI
30. SHRESHTA SHETTY

54