Chapter-1: Brand Awareness

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CHAPTER-1
INTRODUCTION
BRAND AWARENESS
Branding is a major issue in product strategy. Developing branded product requires

a great deal of long term investment , especially for advertising, promotion and packaging.
Marketers say that “branding is the art and cornerstone of marketing”.
According to The American Marketing Association a brand is a name, term, sign,

symbol, or design or a combination of them, intended to identify the goods or services of one
seller or group of sellers and to differentiate them from those of competitors.
A brand identifies the seller or maker. It can be a name, trademark, logo, or other
symbol. Brands differ from other assets such as patents and copy rights which have
expiration dates. A brand is essentially a seller’s promise to deliver a specific set of benefits
and services consistently to the buyers.
Brands vary in the amount of power and value they have in the market place. At
one extreme are brands that are not known by most buyers. Then there are brands for which
buyers have a fairly high degree of Brand awareness
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The basic objective of brand awareness is to create an impact in the minds of the
potential customers in Chennai. The brand awareness among the customers will increases the
sales and market share of the company. This project has been taken up to study brand
awareness of religare commodities and also to find out the brand preference of the customers,
the brand loyalty of the customers, to find out the number of frequently trading customer and
the level of customer satisfaction.
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1.1. INDUSTRY PROFILE
The modern commodity markets have their roots in the trading of agricultural
products. While gold and silver, wheat and guar, were widely traded using standard
instruments in the 19th century in India, other basic foodstuffs as soybeans were only added
quite recently in most markets. For a commodity market to be established there must be very
broad consensus on the variations in the product that make it acceptable for one purpose or
another.
The economic impact of the development of commodity markets is hard to over-

estimate. Through the 19th century “the exchanges became effective spokesmen for, and
innovators of, improvements in transportation, warehousing, and financing, which paved the
way to expanded interstate, national and international trade.”
Early History of Commodity Markets:
Historically, dating from ancient Indian use of bullions, stones and many agro product
or other items as commodity money, people have sought ways to standardize and trade
contracts in the delivery of such items, to render trade itself more smooth and predictable.
Classical civilizations built complex global markets trading gold or silver for spices,
cloth, wood and weapons, most of which had standards of quality and timeliness.
Considering the many hazards of climate, piracy, theft and abuse of military fiat by rulers of
kingdoms along the trade routes, it was a major focus of these civilizations to keep markets
open and trading in these scarce commodities.
Reputation and clearing became central concerns, and the states which could handle
them most effectively became very powerful empires, trusted by many peoples to manage
and mediate trade and commerce. Therefore the recent attempt by the government to permit
Multi-commodity National levels exchanges has indeed given it, a shot in the arm. As a
result two exchanges Multi commodity Exchange (MCX) and National Commodity and
Derivatives
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LIST OF COMMODITIES EXCHANGES IN INDIA
1. Bhatinda Om & Oil Exchange Ltd., Batinda.
2. The Bombay Commodity Exchange Ltd., Mumbai
3. The Rajkot Seeds oil & Bullion Merchants` Association Ltd
4. The Kanpur Commodity Exchange Ltd., Kanpur
5. The Meerut Agro Commodities Exchange Co. Ltd., Meerut
6. The Spices and Oilseeds Exchange Ltd.
7. Ahmedabad Commodity Exchange Ltd.
8. Vijay Beopar Chamber Ltd., Muzaffarnagar
9. India Pepper & Spice Trade Association, Kochi
10. Rajdhani Oils and Oilseeds Exchange Ltd., Delhi
11. National Board of Trade Indore
12. The Chamber Of Commerce, Hapur
13. The East India cotton Association, Mumbai
14. The Central India Commercial Exchange Ltd., Gwalior
15. The East India Jute & Hessian Exchange Ltd.
16. First Commodity Exchange of India Ltd, Kochi
17. Bikaner Commodity Exchange Ltd., Bikaner
18. The Coffee Futures Exchange India Ltd, Bangalore
19. E sugarIndia Limited

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20. National Multi Commodity Exchange of India Limited
21. Surendranagar Cotton oil & Oilseeds Association Ltd
22. Multi Commodity Exchange of India Ltd
23. National Commodity & Derivatives Exchange Ltd
24. Haryana Commodities Ltd., Hissar
25. e-Commodities Ltd
Of these 25 commodities exchanges the MCX, NCDEX and NMCEIL are the major
Commodity Exchanges.
MCX PROFILE
Multi commodity exchange of India Ltd - MCX is an independent and de-mutualised

exchange based in Mumbai. Established on 10 November, 2003, it is the third largest bullion
exchange and fourth largest energy exchange in the world. Recognized by the Government of
India it deals in numerous commodities and carries out online trading, clearing and settlement
processes for commodities future market countrywide.
MCX COMDEX is India's foremost and sole composite commodity futures price
index
VISION:
We envision a unified Indian commodity market that is driven by market forces and
continually provides a level playfield for all stakeholders ranging from the primary producer
to the end-consumer; corrects historical aberrations in the system; leverages technology to
achieve exceptional efficiencies and ultimately lead to a common world market. We also
envision a brand image for MCX that identifies it as the Exchange of Choice not only by
direct participants in the commodity ecosystem but also by the general public.
MISSION:
We shall accomplish the above vision by relentlessly endeavoring to enhance
awareness and understanding of exchange-enabled trade in commodity derivatives. MCX
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would continue to minimize the adverse effects of price volatilities; providing commodity
ecosystem participants with neutral, secure and transparent trade mechanisms; formulating
quality parameters and trade regulations in conjunction with the regulatory authority. We will
continue to enforce a zero-tolerance policy toward unethical trade practices, attempted or
real, by any participant/s; and investing in the all-round development of the commodity
ecosystem.
EXCHANGE VENTURES
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National Spot Exchange Limited (NSEL)

www.nationalspotexchange.com
Indian Energy Exchange

www.iexindia.com
Singapore Mercantile Exchange

www.smx.com.sg
Bahrain Financial Exchange (BFX)

http://www.bfx.bh
Global Board of Trade

www.gbot.mu
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Bourse Africa
www.bourseafrica.com
Dubai Gold and Commodity Exchange

(DGCX)
www.dgcx.ae
IBS-Forex
www.ibsfx.com
NCDEX PROFILE
National Commodity & Derivatives Exchange Limited (NCDEX) is a professionally
managed on-line multi commodity exchange. The shareholders of NCDEX comprises of
large national Level institutions, large public sector bank and companies.
NCDEX is the only commodity exchange in the country promoted by national level
institutions. This unique parentage enables it to offer a bouquet of benefits, which are
currently in short supply in the commodity markets. The institutional promoters and
shareholders of NCDEX are prominent players in their respective fields and bring with them
institutional building experience, trust, nationwide reach, technology and risk management
skills.
PROMOTER SHAREHOLDERS:
ICICI Bank Limited (ICICI)*, Life Insurance Corporation of India (LIC), National
Bank for Agriculture and Rural Development (NABARD) and National Stock Exchange of
India Limited (NSE)
OTHER SHAREHOLDERS:
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Canara Bank, Punjab National Bank (PNB), CRISIL Limited, Indian Farmers
Fertilizer Cooperative Limited (IFFCO), Goldman Sachs, Intercontinental Exchange (ICE)
and Shree renuka sugars limited.
NCDEX is a public limited company incorporated on April 23, 2003 under the
Companies Act, 1956. It obtained its Certificate for Commencement of Business on May 9,
2003. It has commenced its operations on December 15, 2003.
NCDEX is a nation-level, technology driven de-mutualized on-line commodity

exchange with an independent Board of Directors and professionals not having any vested
interest in commodity markets. It is committed to provide a world-class commodity exchange
platform for market participants to trade in a wide spectrum of commodity derivatives driven
by best global practices, professionalism and transparency.
NCDEX is regulated by Forward Market Commission in respect of futures

trading in commodities. Besides, NCDEX is subjected to various laws of the land like the
Companies Act, Stamp Act, Contracts Act, Forward Commission (Regulation) Act and
various other legislations, which impinge on its working.
NCDEX is located in Mumbai and offers facilities to its members in more

than 550 centres throughout India. The reach will gradually be expanded to more centres.
NCDEX currently facilitates trading in 45 commodities - Cashew, Castor

Seed, Channa, Chilli, Coffee - Arabica, Coffee - Robusta, Common Parboiled Rice, Common
Raw Rice, Cotton Seed Oilcake, Crude Palm Oil, Expeller Mustard Oil, Groundnut (with
shell), Groundnut Expeller Oil, Grade A Parboiled Rice, Grade A Raw Rice, Guar gum, Guar
Seeds, Gur, Jeera, Jute sacking bags, Indian 28 mm Cotton , Indian 31 mm Cotton, Lemon
Tur, Maharashtra Lal Tur, Masoor Grain Bold, Medium Staple Cotton, Mentha Oil ,
Mulberry Green Cocoons , Mulberry Raw Silk , Rapeseed - Mustard Seed, Pepper, Raw Jute,
RBD Palmolein, Refined Soy Oil , Rubber, Sesame Seeds, Soy Bean, Sponge Iron, Sugar,
Turmeric, Urad (Black Matpe), V-797 Kapas, Wheat, Yellow Peas, Yellow Red Maize,
Yellow Soybean Meal, Electrolytic Copper Cathode, Mild Steel Ingots, Sponge Iron, Gold,
Silver, Brent Crude Oil, Furnace Oil. At subsequent phases trading in more commodities
would be facilitated.
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The Exchange, as on May 21, 2009 when Wheat Contracts were re-launched on
the Exchange platform, offered contracts in 59 commodities - comprising 39 agricultural
commodities, 5 base metals, 6 precious metals, 4 energy, 3 polymers, 1 ferrous metal, and
CER. The top 5 commodities, in terms of volume traded at the Exchange, were Rape/Mustard
Seed, Gaur Seed, Soya bean Seeds, Turmeric and Jeera.
NMCEIL PROFILE
National Multi-Commodity Exchange of India Limited (NMCEIL) is considered the

first de-mutualized, online exchange dealing in numerous commodities. Incorporated on 20th
December 2001, it is promoted and run by:
• Central Warehousing Corporation

• National Agricultural Cooperative Marketing Federation of India Limited
• Gujarat Agro Industries Corporation Limited
• National Institute of Agricultural Marketing
• Gujarat State Agricultural Marketing Board
• Neptune Overseas Limited
The Commodity Exchanges with their extensive reach embrace new participants,
resulting in a powerful price discovery process.
1.2.2 COMPANY PROFILE
A diversified financial services group with a pan-India presence and presence in

multiple international locations, Religare Enterprises Limited ("REL") offers a
comprehensive suite of customer-focused financial products and services targeted at retail
investors, high net worth individuals and corporate and institutional clients.
REL, along with its joint venture partners, offers a range of products and services in
India, including asset management, life insurance, wealth management, equity and
commodity broking, investment banking, lending services, private equity and venture capital.
Religare has also ventured into the alternative investments sphere through its holistic arts
initiative and film fund.
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With a view to expand and diversify, REL operates in the life insurance space under
'Aegon Religare Life Insurance Company Limited' and has launched India's first wealth
management joint venture under the brand name 'Religare Macquarie Private Wealth'.
REL, through its subsidiaries, has launched India's first holistic arts initiative - with a
gallery - as well as the first SEBI approved film fund, which is an initiative towards
innovation and spotting new opportunities for creation and maximization of wealth for
investors.
REL operates from seven domestic regional offices, 43 sub-regional offices, and has a
presence in 498* cities and towns controlling 1,837* business locations all over India.
To make a mark in the global arena, REL acquired UK-based Hichens, Harrison &
Co. in 2008 which was subsequently re-named as Religare Hichens Harrison PLC ("RHH").
Hichens, Harrison & Co. was incorporated in London in the year 1803 and is believed to be
one of the oldest firms of stockbrokers in the City of London.
Pursuant to expansion of REL's business, the company has grown from largely an
equity trading company into a diversified financial services company. With the addition of
RHH the REL group now operates out of multiple global locations, other than India, (the UK,
the USA, Brazil, South Africa, Dubai and Singapore).
REL Vision and Mission
Vision - To build Religare as a globally trusted brand in the financial services domain and
present it as the ‘Investment Gateway of India'.
Mission - Providing complete financial care driven by the core values of diligence and
transparency.
Religare Securities Limited Religare Finvest Limited

 Equity Broking  Lending and Distribution business
 Online Investment Portal
 Portfolio Management Services Religare Insurance Broking Limited
 Depository Services  Life Insurance
 General Insurance
Religare Commodities Limited  Reinsurance
 Commodity Broking
Religare Arts Initiative Limited
Religare Capital Markets Limited  Business of Art
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 Investment Banking  Gallery launched - arts-i

 Proposed Institutional Broking
Religare Venture Capital Limited
Religare Realty Limited  Private Equity and Investment Manager
 In house Real Estate Management Company
Religare Asset Management*
**
Religare Hichens Harrison
 Corporate Broking
 Institutional Broking
 Derivatives Sales
 Corporate Finance
Brand Essence - Core brand essence is Diligence and Religare is driven by ethical and
dynamic processes for wealth creation.
Religare Enterprises Limited
Our Joint Ventures

AEGON Religare Life Insurance Company
Life Insurance business (AEGON as a partner)
For more information log on to www.aegonreligare.com
Religare Macquarie Wealth Management Ltd.

Private Wealth business (Macquarie, Australian Financial Services major as a partner)
For more information log on to www.religaremacquarie.com
Vistaar Religare -The Film Fund

India's first SEBI approved Film Fund (Vistaar as a partner)
For more information log on to www.vistaarreligare.com
Milestone Religare - Private Equity Fund

Milestone, one of India's premier independent fund houses and Religare have come
together and through the JV have formed an entity, Milestone Religare Investment
Advisors Private Limited.
For more information log on to www.milestonereligare.com
RELIGARE COMMODITIES:
Religare Commodities Limited (RCL), a wholly owned subsidiary of Religare Enterprises

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Limited was initiated to spearhead Exchange based Commodity Trading. As a member of

NCDEX, MCX and NMCE, RCL is a trade facilitator providing the platform to trade in
commodities. Grounded in the Religare philosophy, highly skilled and dedicated
professionals strive to offer the client best investment solutions across the country.
The Operating Fabric - Commodities Business
In terms of the business structure, RCL caters to retail investors through its 529 branches
across the country; Spot Exchange for catering to the needs of the clients who are sitting at
commodity hubs and the Corporate Desk for the HNIs / Corporate catering to special trading
strategies as per their business interests.
Our business philosophy is to treat each client situation as unique, requiring
customized solutions. Our list of corporate clients reads like a Who’s Who of the Indian
Industry and we have been successful in providing them with practical customized solutions
for their requirements. We are propelled by our group vision and desire to strive tirelessly and
aim to be the best within this category
The Religare Edge
 Pan India footprint
 Ethical business practices
 nationwide presence including Mandi Locations for in-depth and firsthand
information
 Offline/Online delivery models
 Powerful research and analytics supported by a pool of highly skilled research
analysts Single window for all investment needs through your unique CRN.
1.3 IDENTIFIED PROBLEM
The study is being under taken to know the brand awareness of religare .The real need
of brand awareness is to create brand image in the minds of the customers. It also helps to
increase the revenue of the company. Here the researcher concentrates on all level of
customers to find out the better strategy which makes them to know about religare
commodities this study has been conducted
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1.4 NEED FOR STUDY
 Brand awareness is to increase the knowledge of the customers regarding Religare

commodities.
 To evaluate, understand the trading centre and how they working.
 This would help to plan for the better channels and improve trading activities which
assure the customer to be satisfied.
 To make improvement in all aspects to grow and sustain the competition in the
market.
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1.5 OBJECTIVES OF THE STUDY
PRIMARY OBJECTIVE:
To study the brand awareness of Religare Commodities in Chennai.
SECONDARY OBJECTIVE:
 To identify the brand preference of the customers.
 To study the brand loyalty of the customers.
 To know the number of frequently trading customers.

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 To study the level of customer satisfaction.
 To implement the best strategy to improve brand awareness.
1.6 SCOPE OF THE STUDY
 The study helps to understand whether the customers are aware of religare
commodities
 To find the various factors that causes the dissatisfaction to the customers and
overcome those by a better strategy.
 To channel the distribution, which will enable to reach the customers and
communicate.
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 This will ultimately lead to build a strong brand image.
 Also increase the sales and market share with high profitability.
 This increases the number of customers.
1.7. DELIVERABLES
This project mainly concentrates on the Brand awareness of Religare Commodities. The
study has attempted to analyze perception of the customer towards commodity trading.
Effective results are based on the analysis and interpretations, through data collection
method.
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CHAPTER 2
2.1. REVIEW OF LITERATURE
BRAND
Brand is word, mark, symbol device or a combination thereof, used to identify some
product or services. Generally, a company will have five major choices in brand strategy.
They are as follows.
1. The company can introduce line extensions (existing brand name)
2. Brand extension
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3. Multi brands
4. New brands
5. Co-brands
BRAND
CUSTOMER FIRM
1. It provides product knowledge. 1. In increases the Efficiency

Of marketing programmes.
2. It increases the confidence 2. It increase brand loyalty
On the product. Among the people.
3. In gives more satisfaction. 3. In develops more brands.
BRAND AWARENESS
The proportion of target customers that recall a brand. Realization by a
consumer of the existence and availability of a particular product.
Brand awareness is a common measure of marketing communications effectiveness. Unaided
awareness is spontaneous, aided or promoted awareness is when the name is recognized
among other s that is listed or identify
7 WAYS TO BUILD BRAND AWARENESS
To some, branding might not feel like a tangible aspect of running a business. It
can’t be seen like a product on the shelf, or counted like a cash drawer at the end of the night.
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But, branding is the reason people pay three times more for a product at one store over
another.
Good branding is the product of a clear vision, and nobody knows more about
vision than small business owners. But, with limited resources, creating a brand identity can
be tricky. Fortunately, building brand awareness on the Internet doesn’t need to take a lot of
money or resources.
Here are seven strategies to build your business brand:
Define the vision.
Before moving ahead with the web site, create a brand positioning statement.
“This isn’t just, ‘What kind of web site do we want to be?’ This is ‘Who are we?’” says
Harley Manning, vice president at Forrester Research in Cambridge, Mass., a technology and
market research firm that advises on the effects technology has on consumers and businesses.
Good brand statements typically include the company’s mission, vision and values. “It’s
succinct. It’s typically something that will fit on a page easily,” he says.
Build a brand worth believing in.
“Do you so believe in what you’re creating that you would trademark it?” says
Andrea Fitch, president and CEO of Red Carpet Creations, Inc., and national president of the
Society for Marketing Professional Services, both based out of Alexandria, Va. Really
consider what kind of brand could represent the business through the next decade. “Don’t
have a logo that in five years you’re going to be tired of and discard for another,” she says.
Remember, the web site is the brand.
“A web site is not just a communication medium,” Manning says. “It is actually a
channel that must deliver on the promise.” Essentially, a web site should embody the promise
that it makes to customers. If, for instance, a business claims to be innovative, the web site
should look fresh and modern.
Create a cohesive experience between all mediums.

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Before she launched her company’s new web site, Fitch made sure it would be an
event that her potential clients would never forget. Red Carpet Creations mailed 4,000 silver
tubes containing scrolls that looked like rolled-up carpet. Inside the scrolls was an
announcement about the web site’s launch. Once online, the web site was an extension of the
invitations because it followed through on the themes of red carpet imagery and references to
visitors being treated like a VIP. Customers should easily be able to recognize the company’s
brand, whether it is print, online or some other form of media, Manning says.
Don’t sacrifice creativity.
Once the brand’s guidelines are established, creative choices must bring those
attributes to life, Manning says. Don’t let the company’s brand become so dominating that
there is no room for new thoughts and ideas. Brand should be the jumping-off point for
interesting ideas, not the place where every new idea dead-ends. Fitch stresses that a sense of
fun and whimsy will only enhance the likelihood that people will take an interest in the web
site.
Don’t communicate brand at the expense of delivering.
While a web site can be a significant tool for building brand awareness, clarity
and functionality are paramount. “Just be careful not to let the communication about your
brand get in the way of delivering your message,” Manning says. People should be able to
understand how to navigate the site without knowing a thing about the company’s catch
phrases. “You can’t frustrate and annoy people into liking your brand,” he says.
Listen to the customers: They determine a brand’s true value.
Pay attention to customer feedback about the site because, ultimately, it’s the
customers’ opinion that counts. When it comes to building a brand, a company can
incorporate everything from signature colors to catch phrases, but at the end of the day, it’s
the consumer who decides what a brand is really worth. “It’s not what you say [about]
yourself, it’s what others say of you,” Fitch says
BRAND IMAGE
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A unique set of associations within the minds of target customers which

represent what the brand currently stands for and implies the current promise to customers.
(Note that brand image is what is currently in the minds of consumers, whereas brand identity
is aspiration
BRAND PREFERENCE
The stage of brand loyalty at which a buyer will select a particular brand but will
choose a competitor’s brand if the preferred brand is unavailable.
BRAND LOYALTY
Brand loyalty, in marketing, consists of a consumer’s commitment to repurchase or

otherwise continue using the brand and can be demonstrated by repeated buying of a product
or service or other positive behaviors such as word of mouth advocacy
Brand loyalty is more than simple repurchasing, however. Customers may repurchase a brand
due to situational constraints a lack of viable alternatives, or out of convenience. Such loyalty
is referred to as "spurious loyalty". True brand loyalty exists when customers have a high
relative attitude toward the brand which is then exhibited through repurchase behavior type of
loyalty can be a great asset to the firm: customers are willing to pay higher prices, they may
cost less to serve, and can bring new customers to the firm. For example, if Joe has brand
loyalty to Company A he will purchase Company A's products even if Company B's are
cheaper and/or of a higher quality
CUSTOMER SATISFACTION: a business term, is a measure of how products and

services supplied by a company meet or surpass customer expectation. It is seen as a key
performance indicator within business and is part of the four perspectives of a Balanced
Scorecard.
In a competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy.
WHAT IS COMMODITY?
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A commodity is some good for which there is demand, but which is supplied without
qualitative differentiation across a market It is fungible, i.e. the same no matter who produces
it. Examples are petroleum, notebook paper, milk or copper. The price of copper is universal,
and fluctuates daily based on global supply and demand. Stereo systems, on the other hand,
have many aspects of product differentiation, such as the brand, the user interface, the
perceived quality etc. And, the more valuable a stereo is perceived to be, the more it will cost.
In contrast, one of the characteristics of a commodity good is that its price is

determined as a function of its market as a whole. Well-established physical commodities
have actively traded spot and derivative markets. Generally, these are basic resources and
agricultural products such as iron ore, crude oil, coal, ethanol, salt, sugar, coffee beans,
soybeans, aluminum, copper, rice, wheat, gold, silver, palladium, and platinum. Soft
commodities are goods that are grown, while hard commodities are the ones that are
extracted through mining.
Commoditization occurs as a goods or services market loses differentiation across its

supply base, often by the diffusion of the intellectual capital necessary to acquire or produce
it efficiently. As such, goods that formerly carried premium margins for market participants
have become commodities, such as generic pharmaceuticals and silicon chips.
Multi Commodity Exchange
(MCX) is an independent commodity exchange based in India. It was established in

2003 and is based in Mumbai. MCX has also setup in joint venture the National Spot
Exchange a purely agricultural commodity exchange and National Bulk Handling
Corporation (NBHC) which provides bulk storage and handling of agricultural products.
It is now regulated by forward market commission.
MCX is India's No. 1 commodity exchange with 84% Market share in 2008($0.84
trillion)
• Exchange's competitor is National Commodity & Derivatives Exchange Ltd

• Globally, MCX ranks no. 1 in silver, no. 2 in natural gas, no. 3 in crude oil and gold
in futures trading
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• The highest traded item is gold with an average monthly turnover of Rs 1.42 Trillion
($29 Billion).
• MCX has 10 strategic alliances with leading commodity exchange across the globe
• The average daily turnover of MCX is about US$ 2.4 billion
• MCX now reaches out to about 500 cities in India with the help of about 10,000
trading terminals
• MCX COMDEX is India's first and only composite commodity futures price
NATIONAL COMMODITY AND DERIVATIVE EXCHANGE
(NCDEX) is an online commodity exchange based in India. It was incorporated as a

private limited company incorporated on April 23, 2003 under the Companies Act, 1956. It
obtained its Certificate for Commencement of Business on May 9, 2003. It has commenced
its operations on December 15, 2003. NCDEX is a closely held private company which is
promoted by national level institutions and has an independent Board of Directors and
professionals not having vested interest in commodity markets.
NCDEX is a public limited company incorporated on April 23, 2003 under the
Companies Act, 1956. NCDEX is regulated by Forward Market Commission (FMC) in
respect of futures trading in commodities. Besides, NCDEX is subjected to various laws of
the land like the Companies Act, Stamp Act, Contracts Act, Forward Commission
(Regulation) Act and various other legislations, which impinge on its working. On February
3rd, 2006, the FMC found NCDEX guilty of violating settlement price norms and ordered the
exchange to fire one of their executive NCDEX is located in Mumbai and offers facilities in
more than 550 centres in India
CHAPTER 3
METHODOLOGIES
3.1 TYPE OF PROJECT
DESCRIPTIVE RESEARCH
Descriptive research has been adapted to this research. Descriptive research includes
survey and fact-finding enquiries of different kinds. The major purpose of descriptive
research is description of the state of affairs, as it exists at present.
Descriptive research studies are those studies, which are concern with describing the
characteristic of a particular individual or of a group. In descriptive studies, the researcher
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must be able to define clearly, what he wants to measure and must find adequate methods for
measuring it along with clear cut definition of ’population’ he wants to study.
The design in such study must be rigid and not flexible and must focus attention on the
following:
• Formulating the objective of the study.
• Designing the methods of data collection.
• Selecting the sample.
• Collecting the data.
• Processing and analyzing the data.
• Reporting the findings.
TYPES OF DESCRIPTIVE RESEARCH

Experimental research
Experimental research is commonly used in sciences such as sociology and
psychology, physics, chemistry, biology and medicine etc.
It is a collection of research designs which use manipulation and controlled testing to

understand causal processes. Generally, one or more variables are manipulated to determine
their effect on a dependent variable.
The experimental method

It is a systematic and scientific approach to research in which the researcher
manipulates one or more variables, and controls and measures any change in other variables.
Experimental Research is often used where:
1. There is time priority in a causal relationship (cause precedes effect)

2. There is consistency in a causal relationship (a cause will always lead to the same
effect)
3. The magnitude of the correlation is great.
Survey method
The survey is a non-experimental, descriptive research method. Surveys can be useful

when a researcher wants to collect data on phenomena that cannot be directly observed (such
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as opinions on library services). Surveys are used extensively in library and information
science to assess attitudes and characteristics of a wide range of subjects, from the quality of
user-system interfaces to library user reading habits.
Types of Surveys
Data are usually collected through the use of questionnaires, although sometimes researchers
directly interview subjects. Surveys can use qualitative or quantitative measures. There are
two basic types of surveys: cross-sectional surveys and longitudinal surveys.
Cross-Sectional Surveys
Cross-sectional surveys are used to gather information on a population at a single
point in time which is not gathered data over a period of time.
Longitudinal Surveys
Longitudinal surveys gather data over a period of time. The researcher may then
analyze changes in the population and attempt to describe and/or explain them.
3.2 TARGET RESPONDENTS
Sample
A sample is a finite part of a statistical population whose properties are studied to gain
information about the whole. When dealing with people, it can be defined as a set of
respondents (people) selected from a larger population for the purpose of a survey.
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A population is a group of individual’s persons, objects, or items from which samples

are taken for measurement. Sample size of the project is going to be 120 for the project.
Sampling
Sampling is the act, process, or technique of selecting a suitable sample, or a

representative part of a population for the purpose of determining parameters or
characteristics of the whole population.
Purpose of sampling
To draw conclusions about populations from samples, we must use inferential

statistics which enables us to determine a population’s characteristics by directly observing
only a portion (or sample) of the population. We obtain a sample rather than a complete
enumeration (a census) of the population for many reasons. Obviously, it is cheaper to
observe a part rather than the whole, but we should prepare ourselves to cope with the
dangers of using samples. In this tutorial, we will investigate various kinds of sampling
procedures. Some are better than others but all may yield samples that are inaccurate and
unreliable. We will learn how to minimize these dangers, but some potential error is the price
we must pay for the convenience and savings the samples provide.
3.3. LIMITATIONS OF THE STUDY
 Geographical: The study is limited to the certain Zone of Chennai.

 All the data are generally limited by the method adopted.
 Response Bias.
 Limited time available.
27
3.4 PROPOSED SAMPLING METHOD
SAMPLING PROCEDURE
Convenience sampling:
Convenience sampling method, which falls under Non-probability sampling
method, has been adopted for the study and the sample size is 150 .
28
As its name implies convenience sampling refers to the collection of information from
members of the population who are conveniently available to provide it. The respondents are
met as per their convenience and the responses are collected. For an example, “Pepsi
Challenge” contest ,with the purpose of determining whether people prefer one product to
another, might be held at a shopping mall visited by many shoppers those inclined to test
might form the sample for the study of how many people prefer Pepsi over Coke or product
X to product Y. Such a sample is a convenience sampling
3.5 DATA PROCESSING
While deciding about method of data collection to be used for the study, the
researcher should keep in mind two types of data.
• Primary data
• Secondary data
Primary Data:
29
The primary data are those, which are collected afresh and for the first time and thus
happen to be original in character.
Secondary data:
The secondary data, on the either hand are those which have already been collected by
someone else and which have been already passed through the statistical process.
Collection of primary data
There are several methods of collecting primary data in descriptive research but for
this project primary data is going to be collected through questionnaires.
Collection of data through questionnaire
This method of data collection is quite popular. In this method a set or a series of
questions in logical order is asked to the respondents and the researcher collects the desired
information. The questions may be asked verbally or in writing and the responses may be
either form and it is mainly constructed for the purpose of mailing.
Questionnaires need to be carefully developed, tested and debugged before they are
administered on a large scale.
Collection of secondary data
Secondary data are generally published sources which have been collected originally
for some other purpose. Such sources are internal company records, reports and journals,
records, advertising media and library.
3.6: TOOLS FOR ANALYSIS
The data collected was tabulated and analyzed with the help of percentage analysis,
Correlation analysis and Chi-Square test.. This is used to frame a list of findings which is
useful to give suggestions.
STATISTICAL TOOLS:
30
Percentage analysis
It is the proportion of the respondent to one criterion when compared to the total
respondents.
No. of respondents to a variable

_______________________________ * 100
Total no. of respondents
Chi-square test
A chi-square test (also chi-squared or χ2 test) is any statistical hypothesis test in which
the sampling distribution of the test statistic is a chi-square distribution when the null
hypothesis is true, or any in which this is asymptotically true, meaning that the sampling
distribution (if the null hypothesis is true) can be made to approximate a chi-square
distribution as closely as desired by making the sample size large enough.
It is an important non-parametric test and as such no rigid assumptions are necessary
in respect of the type of population. We require only degree of freedom (implicitly of course
the size of the sample) for using this test. As parametric test chi-square can be used (i) as a
test of goodness of fit and (ii) as a test of independence.
As a test of goodness of fit: enables to know how well does the assumed theoretical
distribution fit to the observed data.
As a test of independence: enables us to explain whether or not two attributes are associated.
The value of the test-statistic is
Where
X2 = the test statistic that asymptotically approaches a χ2 distribution.
Oi = an observed frequency;
Ei = an expected (theoretical) frequency, asserted by the null hypothesis;
n = the number of possible outcomes of each event.
3. CORRELATION ANALYSIS
Correlation analysis is one of the methods of studying the relationship between two
variables. .
31
Formula:
r = Σdxdy / √ Σdx^2 * Σdy^2
Where, dx = X- X`
dy = Y-Y`
X` = ΣX / n
Y` = ΣY / n
r is the coefficient of correlation

X and Y are 2 variables
X` is mean of X series
Y` is mean of Y series
n is the number of observations in X or Y series.
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
TABLE-4.1.1 SHOWING THE AGE GROUP OF THE RESPONDENTS
S.No Age group No of respondents Percentage
1. Below 25 50 33
32
2. 25-35 40 27
3. 35-45 30 20
4. Above55 30 20
TOTAL 150 100
CHART – 4.1.1 SHOWING THE AGE GROUP OF THE RESPONDENTS
60
50
50
40
40
NO OF 30 30
30 No of respondents
RESPONDENTS
20
10
Below 25 25-35 35-45 Above55

AGE
Inference:
The above table inferred that 33% of the respondents are in the age group of below 25,
27% of the respondents are in the age group of 25-35, 20% of the respondents are in the age
group of 35-455, 20% of respondents are in the age group of Above55.
(33%) Most of the respondents age group is below 25.
TABLE-4.1.2 SHOWING THE AWARENESS OF RELIGARE LOGO
S.No Category No. of respondents Percentage

1. YES 90 60
2. NO 60 40
TOTAL 150 100
CHART – 4.1.2 SHOWING THE AWARENESS OF RELIGARE LOGO

33
100 90
90
80
70 60
NO OF 60
RESPONDENS 50 No of respondents
40
30
20
10
0
YES NO
LOGO AWARENESS
Inference:
The above table inferred that 60% of respondents are aware about religare logo and
40% of respondents are not aware about religare logo.
(60%) Most of the respondents are aware about religare logo.
TABLE-4.1.3 SHOWING TRADING PERIOD IN YEARS
S.No Trading period in No of percentage

years respondents
1. 0-1 30 20
2. 1-3 22 15
3. 3-5 57 38
34
4. 5-7 23 15
5. Above7 18 12
TOTAL 150 100
CHART – 4.1.3 SHOWING TRADING PERIOD IN YEARS
60 57
50
40
NO OF 30
RESPONDENTS 30 No of respondents
22 23
18
20
10
0
0-1 1 to 3 3 to 5 5 to 7 Above 7
TRADING PERIODS
Inference:
The above table inferred that 20% of respondents are trading in religare commodities
for 0-1 years, 15% of respondents are trading for 1 to 3 years, 38% of respondents are trading
for 3 to 5 years, 15% of respondents are trading for 5 to 7 years, 12% of respondents are
trading for above 5 years.
(38%) Most of the respondents are trading for 3 to 5 years.
TABLE-4.1.4 SHOWING TRADING BASIS
S. No Trading Basis No. of Percentage

respondents
1. Daily 53 35
2. Weekly 25 17
3. Monthly 27 18
4. Quarterly 23 15
5. Half Yearly 22 15
TOTAL 150 100
35
CHART – 4.1.4 SHOWING TRADING BASIS
60 53
50
40
NO OF
25 27 No of respondents
RESPONDENTS 30 23 22
20
10
0
Daily Monthly Half
Yearly
TRADING BASIS
Inference:
The above table inferred that 35% of respondents are trading on daily basis, 17% of
respondents are trading on weekly basis, 18% of respondents are trading on monthly basis,
15% of respondents are trading on quarterly basis, 15% of respondents are trading on half
yearly basis.
(35%) Most of the respondents are trading on daily basis.
TABLE-4.1.5 SHOWING PERCENTAGE OF INCOME INVESTED IN
COMMODITIES TRADING
% of Income invested (%) No. of Percentage

S.No respondents
1. Below 5 12 8
2. 5 to 10 28 19
3. 10 to 20 30 20
4. 20 to 50 61 41
5. Above 50 19 12
TOTAL 150 100
CHART – 4.1.5 SHOWING PERCENTAGE OF INCOME INVESTED IN

COMMODITIES TRADING
36
70
61
60
50
NO OF 40
RES PONDENTS
30
19
20
12
10
0
Below 5 5 to 10 10 to 20 20 to 50 Above
50
% O F INC O ME INVESTED
Inference:
The above table inferred that 8% of respondents are invested in commodities trading
about below 5% of income, 19% of respondents are invested about 5 to 10% of income, 20%
of respondents are invested about 10 to 20% of income, 41% of respondents are invested
about 20 to 50% of income, 12% of respondents are invested about above 50% of income.
(41%) Most of the respondents are invested about 20 to 50% of income.
TABLE-4.1.6 SHOWING MEDIA INFLUENCED FOR TRADING
S.No Media influenced No. of respondents Percentage

1. News paper 41 27
2. Magazine 32 22
3. T.V 10 6
4. Internet 47 31
5. Others 20 14
TOTAL 150 100
CHART – 4.1.6 SHOWING MEDIA INFLUENCED FOR TRADING

37
50 47
45 41
40
35 32
NO OF 30
RES PONDENS 25 20 No of respondents
20
15 10
10
5
0
et
s
r
T.
pe
er
in
rn
az
th
pa
te
O
ag
In
ws
M
Ne
MEDIA
Inference:
The above table inferred that 27% of respondents are influenced through Newspaper,
22% of respondents are influenced through Magazine, 6% of respondents are influenced
through T.v, 31% of respondents are influenced through Internet, 14% of respondents are
influenced through Others.
(31%) Most of the respondents are influenced through Internet.
TABLE-4.1.7 SHOWING HOW THE PROMOTIONAL ACTIVITIES ARE

EFFECTIVE
S.No Promotional activities No. of Percentage

respondents
1. strongly agree 40 27
2. agree 70 47
3. neither agree nor disagree 24 16
4. disagree 9 6
5. strongly disagree 7 4
TOTAL 150 100

38
CHART – 4.1.7 SHOWING HOW THE PROMOTIONAL ACTIVITIES ARE

EFFECTIVE
70
59
60
50
NO OF 40 35
No of respondents
RES PONDENTS 30 25
20
20
11
10
0
strongly agree neither disagree strongly
agree agree nor disagree
disagree
PROMOTIONAL ACTIVITY
Inference:
The above table inferred that 27% of respondents are strongly agree with promotional
activities are effective, 47% of respondents are agree, 16% of respondents are neither
agree nor disagree, 6% of respondents are disagree, 4% of respondents are strongly
disagree.
(47%) Most of the respondents are agree with promotional activities are effective.
TABLE-4.1.8 SHOWING CLARIFICATION OF QUERIES
S.No Clarification of queries No. of Percentage

respondents
2. Agree 48 32
4. Disagree 24 16
TOTAL 150 100
CHART – 4.1.8 SHOWING CLARIFICATION OF QUERIES

39
70 59
60
50
NO OF 40 35
RES PONDENTS 30 20
20 11
10
0
disagree
CLARIFICATION OF QUERIES
Inference:
The above table inferred that 28% of respondents are strongly agree with
clarification of queries with dealer, 32% of respondents are agree, 17% of respondents are
neither agree nor disagree, 16% of respondents are disagree, 7% of respondents are
strongly disagree.
(32%) Most of the respondents are agree with clarification of queries with dealer.
TABLE-4.1.9 SHOWING INFORMATION PROVIDED BY DEALERS
S.No Information provided by dealers No. of Percentage

respondents
2. Agree 50 33
4. Disagree 30 20
TOTAL 150 100
CHART – 4.1.9 SHOWING INFORMATION PROVIDED BY DEALERS

40
60
50
50
40
40
NO OF 30
RES PONDENTS
20
10 6
0
agree agree agree
nor
disagree
INFORMATION PROVIDED
Inference:
The above table inferred that 27% of respondents are strongly agree with
information provided by dealers, 33% of respondents are agree, 16% of respondents are
neither agree nor disagree, 20% of respondents are disagree, 4% of respondents are
strongly disagree.
(33%) Most of the respondents are agree with information provided by dealers.
TABLE-4.1.10 SHOWING TIMELY HELP BY THE STAFF
S.No Timely help by the staff No. of Percentage

respondents
1. very good 52 35
2. good 29 19
3. neither good nor bad 49 33
4. bad 12 8
5. very bad 8 5
TOTAL 150 100
CHART – 4.1.10 SHOWING TIMELY HELP BY THE STAFF

41
60
52
49
50
40
NO OF 29
RESPONDENS
20
12
8
10
0
very good neither bad very bad
good good
nor bad
TIMELY HELP
Inference:
The above table inferred that 35% of respondents are choose very good for Timely
help by the staff , 19% of respondents are choose good, 33% of respondents are choose
neither good nor bad, 8% of respondents are choose bad, 5% of respondents are choose
very bad. (35%) Most of the respondents are choose very good for Timely help by the
staff
TABLE-4.1.11 SHOWING PROBLEMS RESOLVED BY DEALERS
S. No Problems resolved by dealers No. of Percentage

respondents
1. Highly satisfied 38 25
2. Satisfied 57 38
3. Satisfied to some extent 25 17
4. Dissatisfied 20 13
5. Highly Dissatisfied 10 7
TOTAL 150 100
CHART – 4.1.11 SHOWING PROBLEMS RESOLVED BY DEALERS

42
60 57
50
38
40
NO OF
RESPONDENS 20
20
10
10
0
Highly Satisfied to Highly
satisfied some dissatisfied
extent
PROBLEMS RES OLVED
Inference:
The above table inferred that 25% of respondents say that they are highly satisfied
with problems resolved by dealers,38% of respondents say that they are satisfied, 17% of
respondents say satisfied to some extent, 13% of respondents say Dissatisfied, 7% of
respondents say highly dissatisfied.
(38%) Most of the respondents are satisfied with the problems resolved by dealers.
TABLE-4.1.12 SHOWING THE FACILITIES PROVIDED BY THE COMPANY
S.No Facilities provided No. of Percentage

respondents
2. Satisfied 30 20
5. Highly Dissatisfied 10 7
TOTAL 150 100
CHART – 4.1.12 SHOWING THE FACILITIES PROVIDED BY THE COMPANY

43
60 54
50
40 36
NO OF 30
RESPONDENTS
20
20
10
10
0
Highly Satisfied Satisfied to Dissatisfied Highly
satisfied some extent dissatisfied
FACILITIES PROVIDED
Inference:
with facilities provided, 20% of respondents say that they are satisfied, 24% of respondents
say satisfied to some extent, 13% of respondents say Dissatisfied, 7% of respondents say
highly dissatisfied.
(36%) Most of the respondents are highly satisfied with facilities provided.
TABLE-4.1.13 SHOWING THE BROKERAGE OFFERED BY THE COMPANY
S.No Brokerage No. of Percentage

respondents
2. Satisfied 30 20
5. No opinion 20 13
TOTAL 150 100
CHART – 4.1.13 SHOWING THE BROKERAGE OFFERED BY THE COMPANY

44
70
60
60
50
NO OF 40
RESPONDENTS 30 27
20
20 13
10
0
Highly Satisfied Satisfied to Dissatisfied Highly
satisfied some extent dissatisfied
BROKERAGE
Inference:
with brokerage, 20% of respondents say that they are satisfied, 40% of respondents say
satisfied to some extent, 18% of respondents say Dissatisfied, 13% of respondents say highly
dissatisfied.
(40%) Most of the respondents are satisfied to some extent with brokerage.
TABLE-4.1.14 SHOWING TRADING IN RELIGARE COMMODITIES
S.No Trading No. of Percentage

respondents
1. very good 64 43
2. good 42 28
4. bad 10 7
5. very bad 8 5
TOTAL 150 100
CHART – 4.1.14 SHOWING TRADING IN RELIGARE COMMODITIES

45
70 64
60
50 42
NO OF 40
RES PONDENTS 30
20
10 8
10
0
very good good neither bad very bad
good nor
bad
TRADING
Inference:
The above table inferred that 43% of respondents are feel very good for Trading in
religare commodities, 28% of respondents are feel good, 17% of respondents are feel
neither good nor bad, 7% of respondents are feel bad, 5% of respondents are feel very
bad.
(43%) Most of the respondents are feel very good for Trading in religare
commodities.
TABLE-4.1.15 SHOWING THE QUALITY OF CUSTOMER SERVICE
S.No Quality of customer service No. of Percentage

respondents
1. very good 52 35
2. good 33 22
4. bad 18 12
5. very bad 10 7
TOTAL 150 100
CHART – 4.1.15 SHOWING THE QUALITY OF CUSTOMER SERVICE

46
60
52
50
37
40 33
NO OF
RES PONDENTS
18
20
10
10
0
very good neither bad very bad
good good
nor bad
CUS TOMER S ERVICE
Inference:
The above table inferred that 35% of respondents are feel very good for Quality of
customer service in religare commodities, 22% of respondents are feel good, 24% of
respondents are feel neither good nor bad, 12% of respondents are feel bad, 7% of
respondents are feel very bad.
(35%) Most of the respondents are feel very good for Quality of customer service in
religare commodities.
TABLE-4.1.16 SHOWING THE CUSTOMER MOTIVATION ON TRADE
S.No Customer motivation No. of Percentage

respondents
1. Highly motivated 40 26
2. Motivated 41 27
3. Motivated to some extent 53 36
4. Demotivated 9 6
5. No opinion 7 5
TOTAL 150 100
CHART – 4.1.16 SHOWING THE CUSTOMER MOTIVATION ON TRADE

47
60 53
50
40 41
40
NO OF
RES PONDENTS
20
9 7
10
0
Highly Motivated Motivated to Demotivated No opinion
motivated some extent
CUS TOMER MOTIVATION
Inference:
The above table inferred that 26% of respondents say that they are highly
motivated in trade, 27% of respondents say that they are motivated, 36% of respondents say
motivated with some extent, 6% of respondents say demotivated. 5% of respondents have no
opinion.
(36%) Most of the respondents are motivated to some extent in trade.
TABLE-4.1.17 SHOWING THE BEST COMMODITY TRADING
S.No Best commodity trading No. of Percentage

respondents
2. agree 59 40
4. disagree 20 13
TOTAL 150 100
CHART – 4.1.17 SHOWING THE BEST COMMODITY TRADING

48
70
59
60
50
NO OF 40 35
RES PONDENTS 30
No of respondents
25
20
20
11
10
0
disagree
BES T COMMODITY TRADING
Inference:
The above table inferred that 17% of respondents are strongly agree with religare
commodity is one of the best commodity trading, 40% of respondents are agree, 23% of
respondents are neither agree nor disagree, 13% of respondents are disagree, 7% of
respondents are strongly disagree.
(40%) Most of the respondents are agree with religare commodity is one of the best
commodity trading.
TABLE-4.1.18 SHOWING THE FUTURE TRADING IN RELIGARE

COMMODITIES
S.No Category No. of respondents Percentage

1. YES 140 93
2. NO 10 7
TOTAL 150 100
CHART – 4.1.18 SHOWING THE FUTURE TRADING IN RELIGARE

49
160
140
140
120
100
NO OF
RES PONDENTS 80 No of respondents
60
40
20 10
0
YES NO
FUTURE TRADING
Inference:
The above table inferred that 93% of respondents are like to continue their future
trading in religare commodities and 7% of respondents are not like to continue their future
trading in religare commodities.
(93%) Most of the respondents are like to continue their future trading in religare
commodities.
TABLE-4.1.19 SHOWING THE SUPERIOR FINANCIAL SERVICES
S.No Superior financial services No. of Percentage

respondents
2. agree 36 24
4. disagree 33 22
50
TOTAL 150 100
CHART – 4.1.19 SHOWING THE SUPERIOR FINANCIAL SERVICES
45 41
40 36
35 33
30
30
NO OF 25
15 10
10
5
0
disagree
FINANCIAL S ERVICES
Inference:
The above table inferred that 20% of respondents are strongly agree with the
financial services provided by religare commodities are superior to their competitors,
24% of respondents are agree, 27% of respondents are neither agree nor disagree, 22% of
respondents are disagree, 7% of respondents are strongly disagree.
(27%) Most of the respondents are neither agree nor disagree with the financial
services provided by religare commodities are superior to their competitors.
TABLE-4.1.20 SHOWING THE PREFERENCE ON RELIGARE COMMODITIES
S.No Preference on religare No. of Percentage

commodities respondents
1. Better service 45 30
2. Brokerage 55 37
3. . Transparency 39 26
4. Others 11 7
51
TOTAL 150 100
CHART – 4.1.20 SHOWING THE PREFERENCE ON RELIGARE COMMODITIES
60 55
50 45
39
40
NO OF
20
11
10
0
Better service Brokerage . Others
Transparency
PREFERENCE
Inference:
The above table inferred that 30% of respondents are prefers religare commodities
for better services, 37% of respondents are prefers religare for brokerage, 26% of respondents
are prefers religare for transparency, 7% of respondents are prefers religare for others.
(37%) Most of the respondents are prefers religare commodities for brokerage.
4.3: STATISTICAL TOOLS
4.3.1: CHI-SQUARE TEST

Research hypothesis:
AIM
To test the relationship between Information provided by dealers and problems

resolved by dealers.
Null hypothesis
There is no significant association between Information provided by dealers and
52
problems resolved by dealers.
Alternative hypothesis
There is significant association between Information provided by dealers and
problems resolved by dealers.
Problems resolved
Information Highly satisfied satisfied Dissatisfied Highly
provided satisfied to some dissatisfied
extent
strongly 18 12 5 4 1 40
agree
agree 15 19 12 2 2 50
neither agree 2 12 4 3 3 24
nor disagree
disagree 2 13 3 10 2 30
strongly 1 1 1 1 2 6
disagree
Total 38 57 25 20 10 150
Oi Ei (Oi-Ei)2 (Oi-Ei)2/ Ei
18 10.13 61.936 6.1142
12 15.2 10.24 0.6736
5 6.67 2.788 0.4181
4 5.33 1.768 0.3318
1 2.67 2.788 1.0445
15 12.67 5.428 0.4284

53
19 19 0 0
12 8.33 13.468 1.234
2 6.67 21.808 2.156
2 3.33 1.768 0.5312
2 6.08 16.64 1.125
12 9.12 8.29 0.756
4 4 0 0
3 3.2 0.04 0.0125
3 1.6 1.96 1.225
2 7.6 31.36 2.159
13 11.4 2.56 0.22245
3 5 4 0.598
10 4 36 9
2 2 0 0
1 1.52 0.270 0.112
1 2.28 1.638 0.236
1 0.8 0.04 0.05
2 0.4 2.56 6.4
34.8292
Calculated value of Chi-square = 34.8292

Table value = 36.41
The table value of chi-square for 24 degree of freedom at 5% level of significance is

36.41
Conclusion:
54
Thus the table value is greater than the calculated value. Since the table value is
greater than the calculated value, so the null hypothesis is accepted, the alternative hypothesis
is rejected.
Inference:
Therefore it is inferred that there is no significant association between Information

provided by dealers and problems resolved by dealers.
Research hypothesis:
AIM
To test the relationship between facilities provided by Religare commodities and

quality of customer service in Religare commodities.
Null hypothesis
There is no significant association between facilities provided by Religare
commodities and quality of customer service in Religare commodities.
55
Alternative hypothesis
There is significant association between facilities provided by Religare
commodities and quality of customer service in Religare commodities.
Quality of customer service

Facilities very good good neither bad very
provided good nor bad
bad
Highly 18 12 14 6 4 54
satisfied
satisfied 9 10 8 2 1 30
satisfied to 13 8 7 6 2 36
some extent
Dissatisfied 9 2 5 2 2 20
3 1 3 2 1 10
Highly
dissatisfied
Total 52 33 37 18\ 10 150
Oi Ei (Oi-Ei)2
(Oi-Ei)2/ Ei
18 18.72 0.5184 0.02769
12 11.88 0.0144 0.00121
14 13.32 0.4624 0.03471
6 6.48 0.2304 0.03556
4 3.6 0.16 0.04444
9 10.4 1.96 0.18846

56
10 6.6 11.56 1.75152
8 7.4 0.36 0.04865
2 3.6 2.56 0.71111
1 2 1 0.5
13 12.48 0.2704 0.02167
8 7.92 0.0064 0.00081
7 8.88 3.5344 0.39802
6 4.32 2.8224 0.65333
2 2.4 0.16 0.06667
9 6.93 4.2849 0.61831
2 4.4 5.76 1.30909
5 4.93 0.0049 0.00099
2 2.4 0.16 0.06667
2 1.33 0.4489 0.33752
3 3.47 0.2209 0.06366
1 2.2 1.44 0.65455
3 2.47 0.2809 0.11372
2 1.2 0.64 0.53333
1 0.667 0.1108 0.16625
8.34794
Calculated value of Chi-square = 8.34794

Table value = 36.415
The table value of chi-square for 24 degree of freedom at 5% level of significance is

36.41
57
Conclusion:
Thus the table value is greater than the calculated value. Since the table value is
greater than the calculated value, so the null hypothesis is accepted, the alternative hypothesis
is rejected.
Inference:
Therefore it is inferred that there is no significant association between facilities

provided by religare commodities and quality of customer service in religare
commodities.
4.3.2: CORRELATION ANALYSIS
CORRELATION DEFINITION
The relationship between two variables such that a change in one variable results in a
positive or negative change in the other variable and also a greater change in one variable
result in corresponding greater or smaller change in the other variable is known as
correlation.
AIM:
To test the relationship between Brokerage and religare commodity is one of the best
commodity trading among others.
58
TABLE:
Brokerage Best __ _ __ _
(x) dx=(x-x) dy=(y-y) dx2 dy2 dxdy
commodity
trading (y)
13 25 -17 -5 289 25 85
30 59 0 29 0 841 0
60 35 30 5 900 25 150
27 20 -3 -10 9 100 30
20 11 -10 -19 100 361 190
__ __
∑ x = 150 ∑ y = 150 ∑ dx = 0 ∑ dy = 0 ∑ dx2 = ∑ dy2 = ∑ dxdy
1298 1352 = 455
CALCULATION:
_
x = ∑ x / n = 150/5 = 30
_
y = ∑ y / n = 150/5 = 30
r = (∑ dxdy)/(√ ∑ dx2 * ∑ dy2)
r = 455/√(1298*1352)
r = 455/1324.724
r= 0.3434
INFERENCE:
59
The above data indicates that positive relationship exits between Brokerage and
religare commodity is one of the best commodity trading among others. Hence Brokerage are
directly correlated with religare commodity is one of the best commodity trading among
others.
CHAPTER -5
5.1 FINDINGS
 33% of the respondents are in the age group of below 25, 27% of the respondents are
in the age group of 25-35, 20% of the respondents are in the age group of 35-45, 20%
of respondents are in the age group of Above55.
 60% of respondents are aware about religare logo and 40% of respondents are not
aware about religare logo.
 20% of respondents are trading in religare commodities for 0-1 years, 15% of
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respondents are trading for 1 to 3 years, 38% of respondents are trading for 3 to 5
years, 15% of respondents are trading for 5 to 7 years, 12% of respondents are trading
for above 5 years.
 35% of respondents are trading on daily basis, 17% of respondents are trading on
weekly basis, 18% of respondents are trading on monthly basis, 15% of respondents
are trading on quarterly basis, 5% of respondents are trading on half yearly basis.
 8% of respondents are invested in commodities trading about below 5% of income,

19% of respondents are invested about 5 to 10% of income, 20% of respondents are
invested about 10 to 20% of income, 41% of respondents are invested about 20 to
50% of income, 12% of respondents are invested about above 50% of income.
 27% of respondents are influenced through Newspaper, 22% of respondents are

influenced through Magazine, 6% of respondents are influenced through T.v, 31% of
respondents are influenced through Internet, 14% of respondents are influenced
through Others.
 27% of respondents are strongly agree with promotional activities are effective, 47%
of respondents are agree, 16% of respondents are neither agree nor disagree, 6% of
respondents are disagree, 4% of respondents are strongly disagree
 28% of respondents are strongly agree with clarification of queries with dealer, 32%
of respondents are agree, 17% of respondents are neither agree nor disagree, 16% of
 27% of respondents are strongly agree with information provided by dealers, 33% of
respondents are agree, 16% of respondents are neither agree nor disagree, 20% of
 35% of respondents are choose very good for Timely help by the staff , 19% of
respondents are choose good, 33% of respondents are choose neither good nor bad,
8% of respondents are choose bad, 5% of respondents are choose very bad
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 25% of respondents say that they are highly satisfied with problems resolved by
dealers,38% of respondents say that they are satisfied, 17% of respondents say
satisfied to some extent, 13% of respondents say Dissatisfied, 7% of respondents say
highly dissatisfied.
 36% of respondents say that they are highly satisfied with facilities provided,20% of
respondents say that they are satisfied, 24% of respondents say satisfied to some
extent, 13% of respondents say Dissatisfied, 7% of respondents say highly
dissatisfied.
 9% of respondents say that they are highly satisfied with brokerage, 20% of
respondents say that they are satisfied, 40% of respondents say satisfied to some
extent, 18% of respondents say Dissatisfied, 13% of respondents say highly
dissatisfied.
 43% of respondents are feel very good for Trading in religare commodities, 28% of
respondents are feel good, 17% of respondents are feel neither good nor bad, 7% of
respondents are feel bad, 5% of respondents are feel very bad.
 35% of respondents are feel very good for Quality of customer service in religare
commodities, 22% of respondents are feel good, 24% of respondents are feel neither
good nor bad, 12% of respondents are feel bad, 7% of respondents are feel very bad.
 26% of respondents say that they are highly motivated in trade, 27% of respondents
say that they are motivated, 36% of respondents say motivated with some extent, 6%
of respondents say demotivated. 5% of respondents have no opinion.
 17% of respondents are strongly agree with religare commodity is one of the best
commodity trading, 40% of respondents are agree, 23% of respondents are neither
agree nor disagree, 13% of respondents are disagree, 7% of respondents are strongly
disagree.
 93% of respondents are like to continue their future trading in religare commodities
62
and 7% of respondents are not like to continue their future trading in religare
commodities.
 20% of respondents are strongly agree with the financial services provided by religare
commodities are superior to their competitors, 24% of respondents are agree, 27% of
respondents are neither agree nor disagree, 22% of respondents are disagree, 7% of
respondents are strongly disagree.
 30% of respondents are prefers religare commodities for better services, 37% of
respondents are prefers religare for brokerage, 26% of respondents are prefers religare
for transparency, 7% of respondents are prefers religare for others.
Research hypothesis: 1
Therefore it is inferred that there is no significant association between Information

provided by dealers and problems resolved by dealers.
Research hypothesis: 2
Therefore it is inferred that there is no significant association between facilities

provided by religare commodities and quality of customer service in religare
commodities.
5.2 SUGGESTIONS
• Religare can concerate on advertising about religare financial services .so,

that it reaches all kinds of people and also create awareness about
commodity trading.
• Religare can conduct regular meeting with the customers in order to
educate them in trading
• Communicate to the customers regarding risk involved in the commodity

63
trading
• Religare can conduct programs during womens days so that womens
participation may increase in commodity trading
• Religare can maintain the same level of customer service to retain the
customers..
• Religare can communicate to the dissatisfied customer to know the
problem faced by them and to provide solution for that .
• Religare can conduct camp in rural areas so that the participation level
includes all levels of peoples also increases the revenue of the company.
5.3 CONCLUSION
This project work that have done on brand awareness of religare commodities. If the
suggestions are implemented it will increases the number of customers and also
increases the revenue of the company. By analyzing the result ,the conclusion arrived
that majority of the customers are aware of religare and satisfied with the service
provided by them .Certain customers are dissatisfied due to heavy lose incurred in
trading , by educating the customers in trading and explaining them the entire
64
mechanism of how the trading platform works the level of dissatisfied customer can
be reduced.
5.4 DIRECTIONS OF FUTURE RESEARCH
In future the project will be useful for the persons who are doing the same kind of
project which helps them to understand the brand awareness which is essential for any
company in order to increases the sales and revenue of the company , steps that can be taken
in branding by adopting the suggestions in the near future.

Chapter-1: Brand Awareness

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1

Branding is a major issue in product strategy. Developing branded product requires

According to The American Marketing Association a brand is a name, term, sign,

1.1. INDUSTRY PROFILE

The economic impact of the development of commodity markets is hard to over-

Early History of Commodity Markets:

LIST OF COMMODITIES EXCHANGES IN INDIA

1. Bhatinda Om & Oil Exchange Ltd., Batinda.

2. The Bombay Commodity Exchange Ltd., Mumbai

3. The Rajkot Seeds oil & Bullion Merchants` Association Ltd

4. The Kanpur Commodity Exchange Ltd., Kanpur

5. The Meerut Agro Commodities Exchange Co. Ltd., Meerut

6. The Spices and Oilseeds Exchange Ltd.

7. Ahmedabad Commodity Exchange Ltd.

8. Vijay Beopar Chamber Ltd., Muzaffarnagar

9. India Pepper & Spice Trade Association, Kochi

10. Rajdhani Oils and Oilseeds Exchange Ltd., Delhi

11. National Board of Trade Indore

12. The Chamber Of Commerce, Hapur

13. The East India cotton Association, Mumbai

14. The Central India Commercial Exchange Ltd., Gwalior

15. The East India Jute & Hessian Exchange Ltd.

16. First Commodity Exchange of India Ltd, Kochi

17. Bikaner Commodity Exchange Ltd., Bikaner

18. The Coffee Futures Exchange India Ltd, Bangalore

19. E sugarIndia Limited

20. National Multi Commodity Exchange of India Limited

21. Surendranagar Cotton oil & Oilseeds Association Ltd

22. Multi Commodity Exchange of India Ltd

23. National Commodity & Derivatives Exchange Ltd

24. Haryana Commodities Ltd., Hissar

25. e-Commodities Ltd

Multi commodity exchange of India Ltd - MCX is an independent and de-mutualised

National Spot Exchange Limited (NSEL)

Indian Energy Exchange

Singapore Mercantile Exchange

Bahrain Financial Exchange (BFX)

Global Board of Trade

Dubai Gold and Commodity Exchange

NCDEX is a nation-level, technology driven de-mutualized on-line commodity

NCDEX is regulated by Forward Market Commission in respect of futures

NCDEX is located in Mumbai and offers facilities to its members in more

NCDEX currently facilitates trading in 45 commodities - Cashew, Castor

National Multi-Commodity Exchange of India Limited (NMCEIL) is considered the

• Central Warehousing Corporation

1.2.2 COMPANY PROFILE

A diversified financial services group with a pan-India presence and presence in

REL Vision and Mission

Religare Securities Limited Religare Finvest Limited

 Investment Banking  Gallery launched - arts-i

Religare Enterprises Limited

Our Joint Ventures

Religare Macquarie Wealth Management Ltd.

Vistaar Religare -The Film Fund

Milestone Religare - Private Equity Fund

Religare Commodities Limited (RCL), a wholly owned subsidiary of Religare Enterprises

Limited was initiated to spearhead Exchange based Commodity Trading. As a member of

1.4 NEED FOR STUDY

 Brand awareness is to increase the knowledge of the customers regarding Religare

 To evaluate, understand the trading centre and how they working.

1.5 OBJECTIVES OF THE STUDY

To study the brand awareness of Religare Commodities in Chennai.