“EFFECTIVENESS OF ONLINE CHANNELS IN BROKERAGE

HOUSES”

To these people I am indebtedWithout whom very little of my project could have been done

HOW POPULAR ARE THE ONLINE CHANNELS ARE THE REASONS FOR ITS POPULARITY

FISHING CONSUMER’S AND BROKERAGE HOUSE ‘S

VIEWS REGUARDING USE OF ONLINE CHANNELS AND

PROBLEMS ENCOUNTERED THEREAIN

HOW TO IMPROVE USAGE OF ONLINE CHANNELS MORE EFFECTIVELY AND EFFICIENTLY

TO REDUCE TRANSACTION PROCESSING ROUTE

VARIOUS COMPETITIVE OFFERING BY COMPETING FIRM

ION

TO STUDY THE CONSUMER’S AND BROKERAGE HOUSE’S VIEWPOINT AND SPOT THE MISSING LINK

TO KNOW CONSUMER’S PERCEPTION AND THE CRITICAL FACTORS THAT EFFECT USING/NOT USING THE ONLINE CHANNEL

TO ANALYSE THE CONSUMER PERCEPTION ABOUT THEIR NEEDS AND WANTS ,SO THAT STEPS CAN BE TAKEN TO MAXIMIZE CONSUMER SATISFACTION

TO SEGMENT THE CONSUMER ON BASIS OF VARIABLES AFFECTING THEIR MINDSET

THE STUDY WILL ALSO SUGGESR SPECIFIC RECOMMENDATIONS SO AS TO HOW IL&FS CAN IMPROVE ITS OFFERING AND INDUCE ITS CONSUMERS TO IMPROVE USAGE OF ITS CHANNEL OFFERING

IT WOULD PROVE TO BE A SOURCE OF INFORMATION IN ORDER TO CARVE OUT THE REASONS FOR THE SCARCE USE OF ONLINE CHANNEL

IT WOULD GIVE INSIGHT ON THE ISSUE THAT HOW BENIFICIAL HAS THE OFFERING BEEN

IT WOULD HELP COMPANY CHALK OUT THE STRATEGIES TO ENHANCE PENITRATION OF THE PEODUCT AS WELL AS PLAN ITS BETTER POSITIONING

IT WOULD HELP COMPANY REACH ITS CONSUMERS EFFICIENTLY AND EFFECTIVELY

IT WOULD HELP COMPANY KNOW GRIEVANCES AND SUGGESTIONS FROM THE CONSUMER ‘S POINT OF VIEW

IT WOULD DEMONSTRATE CONSUMER’S VERSION AS A TOOL TO PLAN FUTURE ENDEAVORS

IT WOULD HELP COMPANY KNOW EFFECTIVENESS VERSUS UTILITY OF ITS OFFERING

RESEARCH METHODOLOGY

EXTENT :GEOGRAPHICAL BOUNDARIES OF KOLKATA

SAMPLING FRAMES: INVESTORS WERE PICKED UP RANDOMLY ON BASIS OF CONVENIENCE

SAMPLING UNITS :BROKEARAGE HOUSES.

RESEARCH INSTRUMENT :

QUESTIONNAIRE

PERSONAL MEET

SAMPLING TECHNIQUE :NON PROBABLITY SAMPLING {CONVENIENT SAMPLING}

DATA COLLECTION:

PRIMARY DATA

SECONDARY DATA

QUESTIONNAIRE

Founded :Founded :

Headquarters :Headquarters :

Key people :Key people :

Industry :Industry :

Products :Products : Revenue :Revenue :

Employee :Employee :

Parent Company :Parent Company :

Vision :Vision :

0

10

20

30

40

50

60

70

80

OFFLINE ONLINE

DISTRIBUTION

PREFERED MODE OF TRADING

77

23

0

10

20

30

40

50

60

70

80

MALE FEMALE

DISTRIBUTION

GENDERWISE DISTRIBUTION OF SAMPLE

0

5

10

15

20

25

30

35

40

senior secondary graduate post graduate otherproffessional

courses

DISTRIBUTION ON THE BASIS OF EDUCATION

DISTRIBUTION ON THE BASIS OF ANNUAL INCOME

7.5 LAKH

7.5 AND ABOVE

2.5-5LAKH

2.5-5 LAKHS

5-7.5 LAKHS

7.5 LAKHS AND ABOVE

1-2.5 LAKHS

DISTRIBUTION ON THE BASIS OF AGE

20-30

30-4040-50

50-60

60 AND ABOVE

DISTRIBUTION ON THE BASIS OF OCCUPATION

BUSINESS PRIVATE SERVICE

GOVERNMENT SERVICE

0THERS

BUSINESS

PRIVATE SERVICE

OTHERS

GOVERNMENT SERVICE

FEATURES ON WHICH CONSUMER FOCUSES WHILE OPTING ANY COMPANY ‘S ONLINE MODE

COSTCOST

MARKET REPUTATION

FEATURES

USER FRIENDLYLOOKS

COST

MARKET REPUTATION

FEATURES

USER FREINDLYL

O

O

K

S

INFLUENCERS FOR INVESTMENT

30%

14%

26%

10%

9%

7% 4%

STRIKING REASONS WHY THE CONSUMER DOES NOT PREFERS THE ONLINE CHANNEL

STRIKING REASONS WHY THE CONSUMER PREFERS THE ONLINE CHANNEL

00.5

11.5

22.5

33.5

44.5

5

TECHNOLOGY BROKERAGEDIFFERENCE

LIKED THESCHEME

REASONS

NO DEPENDENCY

SURLUS TIME

COMPAIRING OFFERING TO MAJOR COMPETITORS

15

2

4

3

0

5

10

15

20

25

ICICI SHAREKHAN

KOTAKSECURITIES

INDIA BULLS IL&FS

CUSTOMERCARE

LOOKS

MARKETREPUTATION

COST

FEATURES

USER FRIENDLY

1

10

ICICI SHARE KHAN KOTAK SECURITIES INDIA BULLS IL&FS

CONSUMER PREFERENCE OF COMPANIES ON THE BASIS OF TRADING LIMIT

00.5

11.5

22.5

33.5

44.5

5

ICICI SHAREKHAN

KOTAKSECURITIES

INDIA BULLS IL&FS

CONSUMER PREFERENCE OF COMPANIES ON THE BASIS OF COMMISSION CHARGED

0

0.5

1

1.5

2

2.5

3

ICICI SHARE KHAN KOTAK SECURITIES INDIA BULLS IL&FS

CONSUMER PREFERENCE OF COMPANIES ON THE BASIS OF NUMBER OF DAYS TAKEN BY THEM FOR SHARE TRANSFER

LIMITATIONS WERE:

THE TIME PERIOD AVAILABLE WAS LIMITED

THE STUDY WAS CONFINED TO ONE ORGANISATION

OTHER ORGANISATIONS COULD NOT BE STUDIED DUE TO TIME ,COST AND DISTANCE CONSTRAINT

LIMITED SOURCE OF INFORMATION DUE TO LACK OF ACCESS TO CONFIDENTIAL DATA

IT WAS NOT POSSIBLE TO GO INTO MINUTE INTRICACIES AS WE HAD BOTH TIME AND INFORMATION CONSTRAINT

IT WAS ASSUMED THAT THE RESPONDANTS WERE BOTH WELL INFORMED AND RATIONAL IN THEIR CHOICES OF OPTIONS FROM THE QUESTIONNAIRES

PEOPLE DON’T INVEST IN ONLINE CHANNELS BECAUSE

NOT INTERESTED TO INVEST IN ANY OTHER STUFF THAT DOES NOT PAYS OFF THE PRINCIPALIGNORANT OF ANY SUCH OFFERING BY THE FIRMTECHNOLOGY SCAREDIGNORANT ABOUT TECHNOLOGY HOW AND WHATS FEEL COMFORTABLE WITH THE OFFLINE MODE WHERE ALL ONE NEEDS TO DO IS CALL UPSCARED THEY MIGHT MESS UP/GET SCREWEDARE WORKING VIA A DIFFERENT PERSON[SIMPLY INVESTING WITHOUT A SOUND KNOWLEDGE OR RESEARCHHAVE NO OR WORKING KNOWLEDGE OF COMPUTERSTIME PROBLEM

OMMENDAT

ALSO,

PREFER TELLING THE AGENTS RATHER THAN DOING THINGS THEMSELVESAINT TOO SPORTY TO LEARN ,SAY WHY SHOULD I SPEND TIME ON LEARNING STUFF I CAN OUTSOURCE,WHERE OUTSOURCING GUARANTEES NO PROBLEMS N RESPONSIBILITIES FOR FAULTSTHEY THINK IS COSTLY AND A WASTE OF TIME MOST OF THE INVESTORS INVEST PART TIME SO ARE IN NO POSITION TO INVEST TIME AS WELL DEMO GIVEN DOSENT SEEMS ENOUGH ,PROBLEMS SEEM TO CROP UP TIME N AGAIN INTERNET CONNECTION SEEMS TO BE A PROBLEM AS WELL AT TIMES [WHICH CAN GET CRITICAL] THINK IT’S A WEE BIT TOO TOUGH TO HANDLE AND LEARNING DOSENT SOUNDS FEASIBLE ENOUGH THERE SEEMS TO BE A BIG HUSH HUSH ABOUT THE WHOLE CONCEPT

FOLLOWING ARE THE RECOMMENDATIONS BASED ON THE CONDUCTED STUDY

THE COMPANY SHOULD INVEST IN TRAINING PROGRAMS AND WORKSHOPS DIRECTED AT PROVIDING TRAINING AND FOR DOUBT CLEARANCE SESSIONS

A TOLL FREE NUMBER WHERE DOUBTS CAN PROMPTLY BE CLEARED DURING MARKET HOURS

A TIE UP WITH AN INTERNET CONNECTION PROVIDING COMPANY WHEREAIN SPEED CAN BE SAID TO BE IDEAL EG WINDOWS VISTA IS RECOMMENDED BY COMPAQ

PROMOTIONAL SCHEMES VIA GUERILLA MARKETING TECHNIQUES WHICH WOULD ENSURE MAXIMUM COVERAGE AS WELL AS AT MINIMUM POSSIBLE EXPENSE

SPECIAL ADVERTISEMENTS TO BE DEVICED TO CATER THE FEMALE

TRADERS SECTION ,

DEMONSTRATIONS GIVEN TO CUSTOMERS SHOULD BE MORE COMPRIHENSIVE,EVEN REPETITIVE DEMONSTRATION SESSIONS SHOULD BE CONSIDERED

THE CLIENTS SHOULD BE ASKED FOR PROBLEMS/DOUBTS AFTER A FEW DAYS OF DEMONSTRATION

THE COMPANY SHOULD DEVICE A PROPER STRATEGY TO INCREASE AWARENESS ABOUT THE PRODUCT/ITS USAGE AND THAT ANYONE CAN LEARN AND USE ITS FRIENDLY FEATURES

INCENTIVES FOR USING ONLINE CHANNELS,SPECIAL BENEFIT SCHEMES ETC SHOULD BE LAUNCHED FOR CUSTOMERS

SWOT

SWOT ANALYSIS

Visionary Capable leadershipVisionary Capable leadershipStrong BrandStrong BrandHigh Quality Product High Quality Product

Poor coverage of lower segment

Poor visibility

Vast untapped market

Growth options

Competitor brands with competitive strategies

Other investment options

STRENGTHS WEAKNESS

OPPORTUNITIES THREATS

Queries?????????