PROJECT REPORT

ON

Existing Customer Behavior & Their Satisfaction Level” at

RELIANCE MONEY LTD.

A report submitted towards the partial fulfillment of the requirements of the two years
full-time Post Graduate Programme in Management.

Submitted By:-
Devbrat Mandal
Roll No.-08
PGDM (2008-11)
NDIM.

1
TABLE OF CONTENTS PAGE
NO.

1) Preface 4
2) Acknowledgement 5
3) Declaration 6

4) Executive Summary 7
5) Limitations 9
6) Objective & Scope of study 11
7) Company’s Introduction 13
8) Product & Finding 27
9) Project Description 48
i) Title of The Project
ii) Statement about Problem
iii) Objective of The Project
iv) Research Methodology
v) Findings
10) Data Analysis 59
11 Swot Analysis 71
12) Conclusion 75
13) Recommendation 77
14) Bibliography 79
15) Annexure 81

2
 PREFACE

This study was a part of my summer training at Reliance Money the real arm of Reliance

Capital. During my training I got to learn the basics of Online Trading, Equity Market.

Reliance has changed the way online trading is done and moreover is providing many

services to the customers through Reliance Money outlets that are coming across the

country.

I have tried to cover the following in my study the basics of Online Trading, Equity and

Forex markets, Plans of Reliance Money and comparative analysis of few broking firms.

Also through a questionnaire survey I have tried to gather the information on Consumer

perception about Online Trading.

3
 ACKNOWLEDGEMENT

To Begin with first of all I would like to express my INTELLECTUAL Debt to Mr.

Rajesh Seth (center manager), Nehru Place Reliance Money Ltd. For giving me such

an innovative & interesting subject. He gave me depth knowledge about the subject and it

will help me in near future.

I also thank profoundly to all the respondents who responded me very patiently.

They have given me their answers & feelings as the important data which I needed to

complete the project with such a grate efficiency.

I would also like to thank the entire team of Reliance Money, for the constant

support and help in the successfully completion of my project.

Devbrat Mandal

4
EXECUTIVE SUMMARY

EXECUTIVE SUMMARY

5
The Project was carried out for under standing: - “The behavior of customer for

different products & services and their satisfaction level” with different Products &

Services of the company Reliance Money Ltd.

There are several companies in Broking Industry which are dealing in share trading in

financial market with extra features of their products & services. Some of well known

are:-ICICI direct, India bulls, Share khan, Religare, Kotak securities, India infoline,

Motilal oswal etc. This Research has been carried out for Reliance Money Ltd.

Reliance Money is Promoted by Reliance Capital Ltd, was founded by Mr. Anil

Dhirubhai Ambani, Chairman of ADA Group, with a vision of providing integrated

services driven by the relationship of trust and confidence. They are having good market

share in Brokerage Industry in India, well-spread, well-connected distribution network to

ensure optimal delivery. Company is in both off-line & on-line trading facilities provider

and having branches in more than hundred cities. It has a wide range of breathtaking

products to suit various customer preferences. All of the products of the company are very

cost effective in all over the industry. Products are also having some adding features at

reliable prices.

The research helps in finding out the brokerage rates and different services & extra

features on which customers generally looks for. It will also help to know the going

trend in the market and what the customers expect more from the company.

6
LIMITATIONS

7
Limitations:-

 The training period of two month was really insufficient to understand the Market.

 Time constraints most of the customers were busy to go through the

Questionnaire.

 Some of the respondents did not give a direct response to the questionnaire but

just give a feed back.

 Questionnaire contains some open-ended questions which require time to give

answer.

 Mostly customers do online trading so there is require to appointment to meeting

with them.

8
 OBJECTIVE&
SCOPE OF THE
STUDY

OBJECTIVE & SCOPE OF STUDY

Primary Objective:-

9
 1. To find the customer behavior about company’s different products & services.

2. To find the customer satisfaction level to companies services.

Secondary Objective:-

1. To find the customer preference regarding off-line and on-line trading facility.

2. To find the awareness level of customer related to daily, weekly, as well as

monthly research report.

3. Customer Response to Broker services.

4. To do a comparative study of products with other market players.

5. To get the suggestion from the customer about the companies existing products

and services to make improvement.

10
 COMPANY’S

INTRODUCTIONS

11
THE BIRTH OF PIONEER

Few men in history have made as dramatic a

contribution to their country’s economic fortunes as

did the founder of Reliance, Sh. Dhirubhai H

Ambani. Fewer still have left behind a legacy that is

more enduring and timeless.

We can describe the true genius of Dhirubhai:

The corporate visionary, the unmatched strategist, the

proud patriot, the leader of men, the architect of

12
India’s capital markets, and the champion of

shareholder interest.

But the role Dhirubhai cherished most was

perhaps that of India’s greatest wealth creator. In one

lifetime, he built, starting from the proverbial scratch,

India’s largest private sector enterprise.

When Dhirubhai embarked on his first

business venture, he had a seed capital of barely US$

300 (around Rs 14,000). Over the next three and a

half decades, he converted this fledgling enterprise

into an Rs 60,000 crore colossus—an achievement

which earned Reliance a place on the global Fortune

13
500 list, the first ever Indian private company to do

so.

Dhirubhai is widely regarded as the father of

India’s capital markets. In 1977, when Reliance

Textile Industries Limited first went public, the

Indian stock market was a place patronised by a small

club of elite investors which dabbled in a handful of

stocks.

Undaunted, Dhirubhai managed to convince a

large number of first-time retail investors to

participate in the unfolding Reliance story and put

their hard-earned money in the Reliance Textile IPO,

promising them, in exchange for their trust,

14
substantial return on their investments. It was to be

the start of one of great stories of mutual respect and

reciprocal gain in the Indian markets. .

Through out this amazing journey, Dhirubhai

always kept the interests of the ordinary shareholder

uppermost in mind, in the process making

millionaires out of many of the initial investors in the

Reliance stock, and creating one of the world’s

largest shareholder families

Dream of Dhirubhai Ambani

Late Dhirubhai Ambani built Reliance from

scratch to be in the reckoning for a place in the

Global Fortune 500 list. This achievement is even

15
more significant due to the fact, that the entire growth

was achieved in an organic manner and in a span of

just five years.

The corporate philosophy he followed was

show simple and succinct-“Think big, Think

differently. Think fast, Think ahead. Aim for the

best”. He inspired the Reliance team to do better than

the best-not only in India but also in the world.

It was his vision that Reliance should venture

in all spheres of activities and stamp its class

whatever it does, testimony of which is seen today, in

the form of its foray on the services sector like.

16
Anil Dhirubhai Ambani
Group Chairman & CEO

It is the New Reliance for the New World!

Regarded as one of the foremost corporate

leaders of contemporary India, Shri Anil D Ambani,

is the chairman of all listed companies of the Reliance

ADA Group, namely, Reliance Communications,

Reliance Capital, Reliance Energy and Reliance

Natural Resources

17
 He is also the president of the Dhirubhai Ambani
Institute of Information and Communications
Technology, Gandhinagar.

He is currently a member of:

• Wharton Board of Overseers, The Wharton

School, USA
• Board of Governors, Indian Institute of
Management (IIM), Ahmedabad
• Board of Governors, Indian Institute of
Technology (IIT), Kanpur
• Executive Board, Indian School of Business
(ISB), Hyderabad
In June 2004, Ambani was elected as an Independent
member of the Rajya Sabha Upper House, Parliament
of India, a position he chose to resign voluntarily on
March 25, 2006.

18
Select Awards and Achievements

• Voted ‘the Businessman of the Year’ in a poll

conducted by The Times of India – TNS,
December 2006
• Voted the ‘Best role model’ among business
leaders in the biannual Mood of the Nation poll
conducted by India Today magazine, August
2006
• Conferred ‘the CEO of the Year 2004’ in the
Platts Global Energy Awards
• Conferred 'The Entrepreneur of the Decade
Award' by the Bombay Management
Association, October 2002

19
 • Awarded the First Wharton Indian Alumni
Award by the Wharton India Economic Forum
(WIEF) in recognition of his contribution to the
establishment of Reliance as a global leader in
many of its business areas, December 2001

Director & CEO

20
Broking Distribution Business

Sudip spearheads the ambitious foray of Reliance –

ADA Group in the broking and distribution business.
Reliance Money has launched a comprehensive
financial portal enabling customers to carry out on-
line trading and investment activities in a secure,
cost-effective and convenient manner.

Formerly Sudip headed the Treasury & Investments

for ITC Ltd. in 2002 – 2005 where he handled all
Capital & Money Market activities for the group and
has worked in theorganization in several key roles
since

21
22
Reliance Communications Limited

The flagship company of the Reliance – ADA

Group, Reliance Communications Limited, is the

realization of our founder’s dream of bringing about a

digital revolution that will provide every Indian with

affordable means of communication and a ready

access to information.

The company began operations in 1999 and has

over 20 million subscribers today. It offers a complete

range of integrated telecom services. These include

23
mobile and fixed line telephony; broadband, national

and international long distance services, data services

and a wide range of value added services and

applications aimed at enhancing the productivity of

enterprises and individuals.

Reliance Energy Limited

Reliance Energy Limited, incorporated in

1929, is a fully integrated utility engaged in the

generation, transmission and distribution of

electricity. It ranks among India’s top listed private

companies on all major financial parameters,

24
including assets, sales, profits and market

capitalization.

It is India’s foremost private sector utility

with aggregate estimated revenues of Rs 9,500 crore

(US$ 2.1 billion) and total assets of Rs 10,700 crore

(US$ 2.4 billion).

Reliance Energy Limited distributes more than 21

billion units of electricity to over 25 million

consumers in Mumbai, Delhi, Orissa and Goa, across

an area that spans 1,24,300 sq. kms. It generates 941

MW of electricity, through its power stations located

in Maharashtra, Andhra Pradesh, Kerala, Karnataka

and Goa.

25
 The company is currently pursuing several

gas, coal, wind and hydro-based power generation

projects in Maharashtra, Uttar Pradesh, Arunachal

Pradesh and Uttaranchal with aggregate capacity of

over 12,500 MW. These projects are at various stages

of development.

Reliance Energy Limited is vigorously

participating in emerging opportunities in the areas of

trading and transmission of power. It is also engaged

in a portfolio of services in the power sector in

Engineering, Procurement and Construction (EPC)

through a network of regional offices in India.

Reliance Health

26
 In a country where healthcare is fast

becoming a booming industry, Reliance Health is a

focused healthcare services company enabling the

provision of solution to Indians, at affordable prices.

The company aims at providing integrated health

services that will compete with the best in the world.

It also plans to venture into diversified fields like

Insurance Administration, Health care Delivery and

Integrated Health, Health Informatics and Information

Management and Consumer Health.

Reliance Health aims at revolutionizing

healthcare in India by enabling a healthcare

environment that is both affordable and accessible

27
through partnerships with government and private

businesses.

Reliance Media & Entertainment

As part of the Reliance - ADA Group,

Reliance Entertainment is spearheading the Group’s

foray into the media and entertainment space.

Reliance Entertainment’s core focus is to build

significant presence for Reliance in the Entertainment

eco-system: across content and distribution platforms.

The key content initiative are across Movies,

Music, Sports, Gaming, Internet & mobile portals,

28
leading to direct opportunities in delivery across the

emerging digital distribution platforms: digital

cinema, IPTV, DTH and Mobile TV.

Reliance ADA Group acquired Ad labs

Films Limited in 2005, one of the largest

entertainment companies in India, which has interests

in film processing, production, exhibition & digital

cinema.

Reliance Entertainment has made an entry

into the FM Radio business through Ad labs Radio

having won 45 stations in the recent bidding, BIG

92.7 FM is already India’s largest private FM radio

network with 12 radio stations across the country as

29
on 28th February 2007, with many more to be

launched in the coming months.

Reliance Capital

Reliance Capital Ltd is a part of the Reliance -

Anil Dhirubhai Ambani Group, and is ranked among

the 25 most valuable private companies in India.

Reliance Capital is one of India's leading and

fastest growing private sector financial services

companies, and ranks among the top 3 private sector

30
financial services and banking groups, in terms of net

worth.

The Reliance Anil Dhirubhai Ambani Group is

one of India's top 2 business houses, and has a market

capitalization of over Rs.2,90,000 crore (US$ 75

billion), net worth in excess of Rs.55,000 crore (US$

14 billion), cash flows of Rs. 11,000 crore (US$ 2.8

billion) and net profit of Rs. 7,700 crore (US$ 1.9

billion).

Reliance Money is a group company of

Reliance Capital Ltd.

Business Overview

31
 RCL is registered as a depository participant with

National Securities Depository Ltd. (NSDL) and

Central Depository Services Ltd. (CDSL) under the

Securities and Exchange Board of India (Depositories

and Participants) Regulations, 1996.RCL has

sponsored the Reliance Mutual Fund with in the

frame work of the Securities and Exchange Board of

India (Mutual Fund) Regulation 1996. RCL Primarily

focuses on funding projects in the infrastructure

sector and supports the growth of its subsidiary

companies, Reliance Capital Asset Management Ltd.,

Reliance Capital Trustee Co. Ltd., Reliance General

Insurance Company Ltd. and Reliance Life Insurance

32
Company Ltd. The investment portfolio of RCL is

structured in a way that realizes the highest post tax

returns on its investments.

Reliance Capital has interests in asset

management and mutual funds, life and general

insurance, private equity and proprietary investments,

stock broking, depository services, distribution of

financial products, consumer finance and other

activities in financial services.

Reliance Mutual Fund is India's no.1 Mutual

Fund. Reliance Life Insurance is India's fastest

growing life insurance company and among the top 4

private sector insurers. Reliance General Insurance is

33
India's fastest growing general insurance company

and the top 3 private sector insurers. Reliance Money

is the largest brokerage and distributor of financial

products in India with more than 2 million customers

and the largest distribution network. Reliance

Consumer finance has disbursed loans of over

Rs.7,000 crores at the end of March 2008.

Reliance Capital has a net worth of Rs.6,086

crores (US$ 1.5 billion) and total assets of Rs. 16,371

crores (US$ 4.1 billion) as of March 31, 2008 and

over 21,000 employees.

It Operates in three business segments:-

34
Finance and Investment

Asset Management

General Insurance

Reliance Capital Ltd. wholly owned subsidiaries:-

Reliance Capital Asset Management Ltd.

Reliance Capital Trustee Co. Ltd.

Reliance Asset Management (Mauritius) Ltd.

Reliance Capital Asset Management (Singapore) Pvt.

Ltd.

Reliance Capital along with its affiliate Reliance

Land Private Ltd, acquired a controlling

35
Stake in Adlabs films Ltd.a Company engaged in the

entertainment sector.

Board of Directors

• Amitabh Jhunjhunwala, Vice –Chairman

• Rajendra Chitale,Independent Director

• Shri C.P. Jain

Reliance Money

Reliance Money is a comprehensive financial

services and solution provider. Its endeavor is to

change the way India transacts in financial markets

and avails financial services. Reliance Money

36
provides a single window, enabling customers to

access, amongst others, Equity & Commodity

Derivatives, Mutual Funds, IPO’s, Life and General

Insurance Products, Offshore Investments, Money

Transfer, Money Changing, Gold Coins and Credit

Cards.

Reliance Money is a group company of

Reliance Capital, one of India’s leading and fastest

growing private sector financial services companies,

ranking among the top 3 private sector financial

services and banking companies in terms of net

worth.

Vision

37
To build a global enterprise for all our stakeholders,

and

A great future for our country,

To give millions of young Indians the power to shape

their destiny,

The means to realize their full potential.

Values
• Shareholder Interest
• People Care
• Consumer Focus
• Excellence in Execution
• Team Work
• Proactive Innovation
• Leadership by Empowerment
• Social Responsibility
• Respect for Competition

38
Shareholder Interest
We value the trust of shareholders, and keep
their interests paramount in every business decision
we make, every choice we exercise.
People Care
We possess no greater asset than the quality of
our human capital and no greater priority than the
retention, growths and well-being of our vast pool of
human talent
Consumer Focus
We rethink every business process, product

and service from the standpoint of the consumer – so

as to exceed expectations at every touch point

Excellence in Execution

39
 We believe in excellence of execution – in

large, complex projects as much as small everyday

tasks. If something is worth doing, it is worth doing

well.

Team Work

The whole is greater than the sum of its parts;

in our rapidly-changing knowledge economy,

organizations can prosper only by mobilizing diverse

competencies, skill sets and expertise; by imbibing

the spirit of “thinking together” -- integration is the

rule, escalation is an exception.

Proactive Innovation

40
 We nurture innovation by breaking silos,

encouraging cross-fertilization of ideas & flexibility

of roles and functions. We create an environment of

accountability, ownership and problem-solving –

based on participative work ethic and leading-edge

research.

Leadership by Empowerment

We believe leadership in the new economy is

about consensus building, about giving up control;
about enabling and empowering people down the line
to take decisions in their areas of operation and
competence.
Social Responsibility
We believe that organizations, like individuals,
depend on the support of the community for their

41
survival and sustenance, and must repay this
generosity in the best way they can.
Respect for Competition
We respect competition – because there’s
more than one way of doing things right. We can
learn as much from the success of others as from our
own failures.

PRODUCTS & FINDINGS

42
PRODUCTS & FINDINGS

Equity

Equity is a share in the ownership of a company. It

represents a claim on the company’s assets and

earnings.As you acquire more stock, your ownership

stake in the company increases. The terms share,

equity and stock mean the same thing and can be used

interchangeably. Holdings a company’s stock means

43
that you are one of the companies owns. As an owner,

you are entitled to your share of the company’s

earnings as well as

Any voting rights attached to the stock. Another

externally important feature of equity is its limited

liability.

RELIANCE MONEY

We all know the effect of the word Reliance on us. A

company which has entered almost every arena of

business and created wonders. Every project taken up

by the company turns into a golden project. The

company has something, which we can call as, The

Midas Touch. Well, Reliance Money is the electronic

44
transaction platform associated with Reliance Capital;

one of India's leading and fastest growing private

sector financial services companies, ranked amongst

the top 3 private sector financial services and banking

companies, in terms of net worth

Reliance Money offers a comprehensive platform,

offering an investment avenue for a wide range of

asset classes. Its endeavor is to change the way India

transacts in financial markets and avails financial

services. Reliance Money offers a single window

facility, enabling you to access, amongst others

Equity, Equity and Commodity Derivatives, Offshore

45
Investments, IPOs, Mutual Funds, Life Insurance and

General Insurance products

Reliance Money is the most cost-effective,

convenient and secures way to transact in a wide
range of financial products and services the highlights
of Reliance money's offerings are:

Cost-effective

The fee charged by the affiliates of Reliance Money,

through whom the transactions can be placed, is

among the lowest charged in the present scenario. Pay

a flat fee of just Rs. 500/- valid for 2 months or

specified transactional value. The facility of trading is

subject to expiry of the validity period or value limit,

whichever comes first.

46
Illustrations depicting fee structure and validity
limits

♦ Access fee- Rs. 500

Validity- Time validity of 2 months or Turnover

validity of Rs. 1 cr., whichever is earlier

Turnover limit- Non-delivery turnover of Rs. 90 lac,

Delivery turnover of Rs. 10 lac

♦ Access fee- Rs. 500

Validity- Time Validity of 1 year or Turnover

validity Rs. 5 lac., whichever is earlier.

Turnover limit- Non-delivery turnover of Rs. 5 lac.,

Delivery turnover of Rs. 5 lac

♦ Access fee- Rs. 1350

47
Validity- Time validity of 6 months or Turnover
validity of Rs. 3 cr., whichever is earlier

Turnover limit- Non-delivery turnover of Rs. 2.7 cr.,

Delivery turnover of Rs. 30 lac

♦ Access fee- Rs. 2500

Validity- Time validity of 12 months or Turnover

validity of Rs. 6 cr., whichever is earlier

Turnover limit- Non-delivery turnover of Rs. 5.4 cr.,

Delivery turnover of Rs. 60 lac

Unutilized delivery limit may be added to Non-

delivery limit

48
Convenience

You have the flexibility to access Reliance Money

services in multiple ways: through the Internet,

Transaction Kiosks, Call & Transact (phone) or seek

assistance through our Business Partners

Security

Reliance Money provides secure access through an

electronic token that flashes a unique security number

every 32 seconds (and ensures that the number used

for earlier transaction is discarded). This number

works as a third level password that keeps your

account extra safe

49
Single window for multiple products

Reliance Money, through its affiliates/partners,

facilitates transactions in Equity, Equity &

Commodity Derivatives, Offshore Investments,

Mutual Funds, IPOs, Life Insurance and General

Insurance products

All overseas investments are subject to rules,

regulations and guidelines of the Reserve Bank of

India as laid down from time to time

3 in 1 integrated access

Reliance Money offers integrated access to your

banking, trading and demat account. You can transact

without the hassle of writing cheques

50
Demat account with Reliance Capital

Hassle free Demat account with Reliance Capital. The

Annual Maintenance Charge for the Demat Account

is just Rs. 50/- per annum

Other Services

Through the portal www.reliancemoney.com,

Reliance Money provides:

a. Reliable research, including views of external

experts with an enviable track record

b. Live news from Reuters and Dow Jones

c. CEOs'/experts' views on the economy and financial

markets

51
d. The Personal finance section provides tools that

help you plan your investments, retirement, tax, etc

e. Analyze your risk profile through the Risk

Analyzer

f. Get a suitable investment portfolio using the Asset

Allocator

KEY BENEFITS OF RELIANCE MONEY

Equity is a share in the ownership of a company. It

represents a claim on the company’s assets and

earnings. As you acquire more stock, your ownership

stake in the company increases. The terms share,

equity and stock mean the same thing and can be used

interchangeably.

52
Holding a company’s stock means that you are one of

the many owners (shareholders) of a company, and,

as such, you have a claim (to the extent of your

holding) to everything the company owns. Yes, this

means that technically, you own a portion of every

piece of furniture; every trademark; every contract,

etc. of the company.

As an owner, you are entitled to your share of the

company’s earnings as well as any voting rights

attached to the stock.

Another extremely important feature of equity is its

limited liability, which means that, as a part-owner of

the company, you are not personally liable if the

53
company is not able to pay its debts. In case of other

entities such as partnerships, if the partnership goes

bankrupt, the partners are personally liable towards

the creditors/lenders and they may have to sell off

their personal assets like their house, car, furniture,

etc., to make good the loss. In case of holding equity

shares, the maximum value you can lose is the value

of your investment.

Even if a company of which you are a shareholder

goes bankrupt, you can never lose your personal

assets.

Here is some Useful Information available on R-

Money:

54
Investment options are available in:

1. Equity (Stock) Trading

2. Derivatives Trading

*Special feature is available first time to track your

positions online, in real time.*

3. Forex Trading

4. Commodity Trading

5. IPO's

6. Mutual Funds

7. Insurance

55
Reliance Money gives you the access to Over 5000

Schemes of 28 Assets Management Companies

(AMCs) with just one account. Some of them

included are.

Portfolio Tracker

Manage your mutual fund portfolio from the Reliance

Money account. Benefit from live valuation and alerts

and also track NAVs of any scheme online.

Choice of investment strategies

From just two scheme types (equity scheme and debt

scheme) offered when the mutual fund industry was

conceived more than four decades ago, today, mutual

56
funds offer a plethora of scheme types with different

investment strategies.

Life Insurance

Reliance Money Account gives you the advantage of

buying policies from 12 different Life Insurance

companies, helping you get unbiased opinion.

General Insurance

Reliance Money Account also extends the product

offerings from 10 General Insurance Companies with

exhaustive range of insurance products that covers

most risks including Motor, Health, Property, Marine,

Casualty and Liability.

Over the Counter Products

57
Your Reliance Money Account makes it so simple for

you to buy insurance products that its as easy as

buying something over the counter.

RelianceMoney.com is offering most dynamic web

based trading environment to its customers. The new

trading platform has many new features which

basically fill up the gap between old online trading

companies in India and their customers.

The Reliance Money trading websites comes with

special security features Security Token, which

makes you online trading experience more secure

without complexity.

58
Stock Trading is available in BSE and NSE. Offline

trading is also available through Reliance Money

partners in your city and through phone by dialing

022-39886000.

TYPE OF ACCOUNT

Reliance money is offering 3 types of accounts to its

customers. Account for beginners, for middlers and

for experts.

How to open account with Reliance Money?

Account opening with Reliance Money is easy.

Simply fill a form online at below address and

somebody from Reliance Money will contact you

soon.

59
Advantages of Reliance Money

1. Extra security features with 'Security which is the

most secure and tested technology in computer world.

2. Simple, easy and fast online stock trading.

3. Almost all investment options are available under

one account including Equity Trading, Derivatives,

Forex, Commodity, IPO, Mutual Funds and

Insurance.

4. Branches are now available in all major cities and

the number is growing. Branches are open from 9am

to 9pm.

Online trading is presently at its nascent stage and is

not the most preferred option for financial

60
transactions owing to security concerns and lack of

accessibility points. Reliance Money through these

hi-speed, technologically secure kiosks will therefore

be able to reach out to all its existing and potential

customers at even the remotest locations in the

country without compromising on the security of its

customer’s funds.

Why should you choose Reliance Money?

1. Because it is from Reliance. Reliance capital

has big plans regarding this business. It may

announce attractive offers to gain market share.

Reliance will never enter into a business with small

plans.

61
2. Its brokerage charges are lowest in the

country among major providers. With Rs 2500

prepaid amount, you can trade for Rs 5 crore.

3. Site is simple in design, fast to access and

easy to find required information.

4. Its daily reports on market trends and

technical breakouts are very useful.

5. Website content is divided according to the

requirements of experts and beginners.

6. You can trade in Forex, Derivatives, Mutual

funds, IPO and buy Insurance.

Why should you stay away from reliance Money?

62
1. The trading platform is still in development

stage. There are many bugs needs to be rectified.

2. Its “Insta trade” service is not up to the

standard. Reliance Money software is a java based

simple software. It should provide advanced

software to meet the needs of advanced traders.

3. Its system is sometimes very slow and orders

are not placed at the time.

4. Its market watch solution is a way behind its

competitors like Money control and ICICI direct.

5. Its service people are not as efficient as

competitors.

6. It is still not providing options to buy Post

office savings.

63
 7. It is recommending few stocks even when
stock markets are on roll.

Reliance Money still needs many improvements to its

online trading platform. Reliance capital is spending

big money to improve the service. It needs to train

service to the needs of market people. It still needs to

include more research reports like ICICI direct

website.

It should make complete makeover to market watch

page. It is too early to make final judgment on

Reliance money.

64
 INNOVATIVE USE OF TECHNOLOGY

Reliance Money provides secure access through an

electronic token that flashes a unique security number

every 32 seconds (and ensures that the number used

for the earlier transaction is discarded). This number

works as a third level password that keeps you

account extra safe.

65
DEMAT

According to SEBI norms it’s imperative that all

the investors have a Demat A/c with a depository

participant. This is because most trades get settled

electronically at the stock exchange. When you place

a buy order a seller can deliver the Demat Securities,

which can only be credited to the Demat A/c.

Initial Public Offering (IPO)

Initial public offering (IPO) is the first sale of a

corporation’s common shares to investors on a public

stock exchange. The main purpose of an IPO is to

raise capital for the corporation. While IPO’s are

66
effective at raising capital, being listed on a stock

exchange imposes heavy regulatory compliance and

reporting requirements. The term only refers to the

first public issuance of a company’s shares. If a

company later sells newly issued shares (again) to the

market, it is called ‘Seasoned Equity Offerings’.

When a shareholders sells shares it is called

‘secondary offering’ and the shareholder, not the

company who originally issued the shares, retains the

proceeds of the offering. These terms are often

confused. In distinguishing them, it is important to

remember that only a company which issues shares

can make a “primary offering”. Secondary offerings

67
occur on the “secondary market”, where shareholders

(not the issuing company) buy and sell shares with

each others.

Commodity

A commodity is something that is relatively

easily traded, that can be physically delivered and that

can be stored for a reasonable period of time. It is the

characteristic of commodities that prices are

determined on the basis of an active market, rather

than by the supplier (or other seller) on a “cost- plus”

basis. Examples of commodities include not only

68
minerals and agricultural products such an iron, crude

oil, ethanol, sugar, coffee, aluminium, rice, wheat,

gold, diamonds, silver, but also so called

“commoditized” products such as personal

computers.

Derivative

Derivatives, as the name suggests, are financial

instruments that derive their value from an underlying

security or asset. The underlying could be equity

shares or an index, a commodity, a currency or the

exchange rate, bonds, etc. Sounds complicated? In a

way, it is. But once you are clear about how a

derivative product derives its value from an

69
underlying asset and yet has a price and an identity of

its own, it will become just another financial product

to you. Then again, derivative products have more

variants than any other financial products since they

have been created to meet a variety of niche needs.

Dependent on other products, yet a life of their

own…

Here’s a little story about a sugarcane contract.

There is a farmer who will be harvesting a crop of

sugarcane three months down the line. As he is

uncertain about how high or low the price of

sugarcane will be then, he decides to negotiate a price

70
with his purchase agent right now. They fix a price

per quintal, which is suitable to both of them and ink

it into a contract that specifies how much the farmer

will supply, on what date and at what price.

Now, suppose after one month, the purchase

agent decides that he does not want to be a counter

party to this contract anymore; he may find another

agent who is ready to relieve him of the contract.

However, if the price of sugarcane has already begun

to fall in the market, the second agent may not be one

hundred percent comfortable with the terms printed in

the contract. He may feel that the contracted price is

too high. So, to compensate him, the first agent may

71
pay him the difference between the original

contracted price and the price that he feels is right.

If you can imagine that this contract can be

traded over and over again, between agents or any

intermediaries, replicating the transaction described

above, until its expiry date, you have envisaged a

derivative product. You have understood how the

value of the contract depends upon the price of

sugarcane but the actual price that the contract

commands could keep changing every time it changes

hands, for a variety of other reasons too.

There are various derivative products, which

derive their value from equity shares or an index, a

72
commodity, a currency or the exchange rate, bonds,

etc.

The most popular derivative products are

Forwards, Futures, Options, Warrants and Swaps.

Some of these are short term in nature while others

are long term. For example stock and index options

that can be traded on stock exchanges are short term

in nature, while options like warrants and rights have

a longer term.

Forward

A forward contract or ‘forward’ is an agreement

between two parties, wherein one will sell an asset to

73
the other on a certain future date at an agreed price.

The quantity and quality specifications of the asset

and place of delivery are mutually decided while

entering into the agreement.

Illustration
Suppose you plan to sell your house to a friend

for Rs 50 lakh one year down the line for which you

enter into a contract today. In this case the asset sold

is unique, the price is fixed and so is the date of

delivery. This amounts to a forward contract.

As Forward contracts are negotiated on a one-to-

one basis, they offer a high degree of flexibility in

terms of price, quantity and delivery time. However

74
their drawbacks are poor liquidity (as they are

customized/unique to the two parties in the contract,

they cannot be traded with any other party) and

default risk (either of the parties could fail to fulfil

their obligations). In India, forward contracts are

regularly used in the foreign exchange markets to

hedge currency risk and in the commodities market to

hedge price risk.

Futures
Futures contracts or ‘futures’ are an improvement

over forward contracts as they are standardized and

tradable. A futures contract is a legal agreement

75
between a buyer and a seller and both parties are

bound to uphold the agreement. As per the contract,

the seller agrees to sell a specific asset to the buyer at

an agreed price on a particular date in the future. The

contract specifies quantity, quality, delivery time,

place and date of delivery.

One of the critical similarities between a forward

and futures contract is that in both cases, buyers and

sellers are exposed to an unlimited risk associated

with the price. However, you can limit your risk by

buying options as explained below.

Options

76
 An option is a contract where the writer of the

option grants the buyer of the option the right to

purchase from (call option) or sell to (put option) him

a specific asset at a specific price within a specified

period. In return the buyer of the option (also called

the option holder) pays a price called an option

premium to the writer for this right. In common

market parlance, the writer of the option is also called

the ‘seller’ of the option.

The option seller has the obligation to honor the

contract, whether he is required to sell or buy the

asset, if the buyer chooses to exercise his option to

buy or sell. The potential downside or risk for the

77
option seller is unlimited, whiles his upside or profit

is limited to the premium that he receives. On the

other hand, the maximum loss that the buyer could

face is the option premium that he pays, but his

potential profit is unlimited.

Warrants

A warrant is a call option, which gives you the

right (but you are not obliged) to buy a predetermined

number of equity shares within a stipulated time

frame at an agreed price. Normally, a nominal margin

78
of about 10 per cent of the agreed price, is payable

when warrants are subscribed by the investor.

The important difference between a normal call

option and a warrant is that warrants are for a longer

duration (1 to 5 years) as against the duration of a call

option which is usually only a few months (normally

up to 3 months in the case of stock options on the

NSE and BSE).

What makes warrants attractive to an investor is

that he acquires the right to convert the warrant into

equity shares at a predetermined price at a future

date..

79
Example: Company ABC has issued warrants to its

shareholders at a price of Rs 110 per share (current

share price is Rs 100). Margin payable is 10 per cent.

Warrants are to be exercised 12 months later.

Twelve months later if the price of the share

has moved to Rs 150, the warrant holder will exercise
the warrant and make a profit of Rs 40 (Rs 150 – Rs
110). In case the price of the share drops to Rs 80, he
will not exercise his warrant and allow the margin to
be forfeited thereby restricting his loss to Rs 10 per
share (margin paid). Now instead of buying the
warrant, if he had bought the share at Rs 100, not
only would his loss have risen to Rs 20 (Rs 100 – Rs
80) but he would have also blocked the full amount of
Rs 100 for 12 months (as against margin of Rs 10 for
12 months).

80
Remember that the warrant holder does not enjoy the
same rights as an equity shareholder, such as voting
rights, the right to receive dividend, etc. until the
warrant is converted into equity.

Reliance Life Insurance

Reliance Life Insurance, a part of the Reliance - Anil

Dhirubhai Ambani Group is India's fastest growing

life insurance company and among the top 4 private

sector life insurers.

Reliance Life Insurance has a pan India

presence and a range of products catering to

individual as well as corporate needs. Reliance Life

81
Insurance has over 700 branches and 1,80,000 agents.

It offers 26 products covering savings,

protection & investment requirements.

Reliance Life Insurance will endeavor to attain a

leadership position in the market over the next few

years, by further expanding and strengthening its

distribution network and offering a diverse array of

products to suit the varied and specific needs of

individual customers.

Life Insurance Plans:-

Protection Plan

82
 Protect your family even when

you’re not around by investing in Reliance Protection

Plans. Choose a limited period plan or a lifetime

protection plan depending on your needs.

Savings & Investment plans

Reliance Savings & Investment Plans help you to set

aside some money to achieve specific goals in life,

which means that you can enjoy life and provide for

your family’s daily needs.

Retirement Plans

Invest today in Reliance Retirement Plans

and save money to enjoy life even after retirement.

You will never have to depend on another person or

83
make any compromises to maintain your current

lifestyle.

Child Plans

Save systematically and secure your child’s

future needs by investing in Reliance Child Plans.
You can always be there for your child when he or
she needs you.

Reliance General Insurance

Reliance General Insurance, a part of the

Reliance - Anil Dhirubhai Ambani Group and a
Subsidiary of Reliance Capital, is one of the first non-
life companies to get the license from the IRDA.
Reliance General Insurance is India's fastest growing
general insurance company and the top 3 private
sector insurers.

84
 Reliance General Insurance has 200 branches
across 171 cities and over 20,000 intermediaries.
Reliance General Insurance offers an exhaustive
range of insurance products that covers most risks
including Auto, Health, Property, Marine, Casualty
and Liability.

Reliance Consumer Finance

Reliance Consumer Finance marks the entry of

Reliance Capital Ltd. into the expanding consumer
finance segment. With a wide range of products
which includes Personal loans, Vehicle loans (car and
commercial), Home Loans , Loan Against Property
and SME loans, this division strengthens the presence
of Reliance Capital Ltd. in the retail finance segment .

85
As on March 31, 2008, the loan book size was of
Rs.7,120 crores (US $ 1.8 billion)

Mutual Fund

A Mutual fund is a form of collective investment that

pools money from many investors and invests their

money in stocks, bonds, short-term money market

instruments, and other securities. In a mutual fund,

the fund manager trades the fund’s underlying

securities, realizing capital gains or losses, and

collects the dividend or interests income. The

investment proceeds are then passed along to the

individual investors. The value of a share of mutual

86
fund, known as the net asset value per share (NAV),

is calculated daily based on the total value of the fund

divided by the number of share currently issued and

outstanding. Mutual funds can invest in much

different kind of securities. The most common are

cash, stock, bonds, but there are hundreds of sub-

categories.

Reliance Mutual Fund

Reliance Mutual Fund (RMF), a part of the

Reliance - Anil Dhirubhai Ambani Group, is India's

87
leading Mutual Fund, with Assets Under

Management of Rs. 77,765 crores (AUM as on 30th

November 2007), and an investor base of over 4.2

million. Reliance Mutual Fund is one of the fastest

growing mutual funds in the country.

Reliance Mutual Fund offers investors a

well rounded portfolio of products to meet varying

investor requirements. Reliance Mutual Fund has a

presence in 300 cities across the country and

constantly endeavors to launch innovative products

and customer service initiatives to increase value to

investors. Reliance Mutual Fund schemes are

managed by Reliance Capital Asset Management

88
Ltd., a wholly owned subsidiary of Reliance Capital

Ltd.

Competitors of Reliance Money:-

 ICICI Securities

 Kotak Securities

 Relegare Securities

 Share khan Securities

 India Infoline

 India Bulls

 Motilal Oswal

 Angel Broking

 Karvy Securities

89
 PROJECT
DESCRIPTION

Title of the Project

“Existing Customer Behavior & Their Satisfaction

Level” in Reliance Money Ltd.

Statement about Problem

The Research is carried out for the Understanding

–“The behavior of customer and their satisfaction

level with the different product of the company”

There are several financial companies, which are

dealing in financial market with different services.

90
Some of the well known are: - ICICI Direct, India

Bulls, Share Khan, Religare Securities

Kotak securities, Motilal oswal, Angel Broking,

India Infoline, Karvy Securities etc .Out of these

the research has been carried out for Reliance Money

Ltd. They are having a good Market share in trading

firms in India well –spread and well –connected

distribution network to ensure optimal delivery.

This Research will help us to make improvements in

functioning of organization very efficiently &

effectively. So that Reliance will be able to capture

91
number f custmers for their various products. It will

also help in improving of services.

OBJECTIVE

To analyze the satisfaction level and behavior of

existing customer

To do a comparative study of products with other

market players.

To create awareness in market about Reliance

Money Products

To understanding the online trading of shares

with Reliance Money

92
 To know about customer response about broker
services

To know about customer response related to

competitor’s products & brokerage charges.

To give suggestions of customer to make

company’s product and services better.

RESEARCH METHODOLOGY

Data collected from different primary sources. These

are the customers of reliance money who have opened

an account with reliance money and they are doing

share trading. No. of customer taken for research

purpose is not more. Our focus is also on opening of

new accounts for new customers. Mostly customer

93
does trading online with their self system & internet.

Some of the customer does trading through our

franchisees and few do with the help of Kiosk in our

branches. After taking the appropriate sample size

another important work was to come out with the

appropriate method to conduct the research. There are

various methods of collecting primary data. I

collected primary data through face to face interaction

with respondents. For this research primary data was

collected through Questionnaire.

FINDINGS

94
 Reliance Money is one of the Major players in

the securities market.

Customer generally not read research report

They even do not take decision on the basis of

research report.

New Customers like on line trading facility.

Investors do not want to take high risk.

Investors are satisfied with the transparency of

operations.

Research concerns itself with obtaining information

through empirical observation that can be used to

systematically develop logically related propositions

so as to attempt to establish causal relationships

95
among variables. It’s clear that marketing research is

a tool to achieve Efficient Objective i.e. the

collection, summary an analysis of data regarding

goods & services .Marketing research helps

marketing managements to get more efficient into the

Hands of customers.

SAMPLE SURVEY

96
 If the information is collected only from a

reprehensive part of universe. We can say that ate

collected by sample survey. The study of the sample

survey reveals the characteristics the universe. The

research conducted as sample survey.

SAMPLE SIZE

This refers to the numbers of items to be selected

from the universe to constitute a sample. This is the

major problem faced by the researcher. The size of

the sample should neither too large nor too small. It

should be optimum.

SAMPLING

97
 Sampling is only tool which help to know the

characteristics of population by examining a part of it.

The law of a statistical regulatory says-a modern large

group is almost sure on the average to possess the

characteristics of larger group.

SAMPLING TECHNIQUE

For doing the survey exploratory research has

been one and sampling technique used in this is

“continence sampling technique” in this information

is collected for any

Convenient group whose use may be relevant to the

subject enquiry. Exploratory research is conducted

98
when tentative hypothesis need to formulate more

specially or when new hypothesis is needed.

CONVENIENCE TECHNIQUE

It comes under non-probability sampling. In this the

information is collected from any

Convenient group whose use may be relevant to the

subject of enquiry.

UNIVERSE

All items in any field of enquiry forms a universe

or a population. It is an aggregate of all the items in

the field of enquiry, which can be numerically

99
specified. For this study, the universe is all customers

of the company.

COLLECTION OF DATA

The task of data collection begins after a research

problem has been designed and Research plan/design

chalked out. The success of the researcher depends on

the Systematic collection of data. The appropriate

method used in the collection of data will Yield

adequate and relevant information. For the research,

primary and secondary data are used as source of

data.

SOURCES OF DATA

100
There are two primary sources of data a collection –

primary data source and secondary data source.

PRIMARY DATA

Primary data source is the questionnaire that was used

to get the information from sample. The questionnaire

that was structured consists of sequential question

format of both open & close ended questions.

SECONDARY DATA

101
 As we know secondary data are those data which

is collected for other purposes. For example Internet,

News papers, Magazines etc.

PROCESSING AND ANALYSIS OF DATA

After the data collection ,the data to be

arranged ,processed and analyzed in accordance with

the outline laid down for the purpose, at the time of

developing the research plan .this is essential for a

scientific study and for ensuring that we have all

relevant data and for making contemplated

compressions and analysis.

QUESTIONNAIRE

102
The vital task of this survey is drafting of the

questionnaire. Before drafting the Questionnaire a

rough copy of questionnaire was prepared with the

help of experts in the field.

FINDINGS

Total numbers of customers who have filled

questionnaire= 50

These are the persons who generally do trading

through our franchisee & kiosks .The Company has a

huge client base of traders. But mostly customer do

103
trading online so that they need not to come our

branch office. Also off –line customer ordered to their

respective R.M. for trading on Phones. So it was too

difficult to contact all of them.

CONSUMER BEHAVIOR

1. Average level of their investment

Income No. of
level customers
<50000 20
50000-
200000 26
200000-
400000 3
>400000 1

2. Preference segment of investment

104
 No. of
Segment customers
Equity 30
Mutual
fund 4
PMS 3
Commodity 10
Others 3

3. Which type of investor they are in terms of risk

coverage
No. of
Risk customers
High 14
Medium 24
Low 12

4. Preferred Trading option

Trading No. of
Option Customer

105
 Off line 30
On line 20

5. Trading Experience

No. of
Years Customers
0 To 2 46
2 To 4 4
4 To 6 0

6. Do you generally read the research report?

No. of
Option customers
Yes 16
No 34

7. Utilization of facility

No. of
Option customers
Yes 11

106
 No 39

8. Oral suggestion from broker

No. of
Option customers
Yes 35
No 15

9. Dependency on the savings

No. of
Age(years) Customers
40-45 3
45-50 10
50 &
above 37

10 .How many times they generally trade in a week

No. of No. of
times customers

107
 Daily 20
Thrice 2
Twice 16
Once 12

11. Any trading losses due to company’s information

No. of
Option customers
Yes 11
No 39

SATISFACTION LEVEL

1. Firm’s daily/weekly/monthly research report

Option NO. of

108
 customers
Excellent 4
Good 6
Satisfied 4
Average 2
Poor 0

2. Firm’s dealing with return’s materials

No. of
Option customers
Excellent 3
Good 10
Satisfied 11
Average 16
Poor 10

3. Firm’s brokerage in comparisons competitors

charges;-

Option No. of

109
 customers
Yes 35
No 15

4. Satisfaction level regarding the information

provided by the broker apart from the research report:

No. of
Option customers
Yes 24
No 11

5. Which type of trading customers like?

Trading No. of
Option Customer
Off line 30
On line 20

6. Satisfaction level of customers with the

transparency of operation:

No. of
Option customers

110
Excellent 2
Good 14
Satisfied 18
Average 14
Poor 2

111
 COMPARISION WITH OTHER BROKERAGE
FIRMS

Rs/-500 Brokrage coupon

Tot
O
al
n Reli
Mo
l Del anc
ney
i Intra iver Tot e
Intra Intra- Servi Pai
n day Deliv y al Mo
Delivery -day day ce d
e Trad ery Bro Bro ney
Trade Bro Broke Tax(1 Fro
e Brok ker ker Off
Volume kera rage 2.36% m
B Volu erage age age ers
(Rs.) ge( (Rupe ) Cli
r me (%) (Ru (Rs Flat
%) es) (Rs.) ent'
o (Rs.) pee .) Bro
s
k s) ker
Po
e age
cke
r
t
For
1
90
10 Lac Cr
Lac
Tra
de
ICI 1,000,00 9,00 0.75 0.05 750 4500. 120 1483. 134 500

112
 CI
0,00 0.0 00. 83.
Dir 0 00 20
0 0 00 20
ect
HD
FC
9,00 500 950 106
Se 1,000,00 4500. 1174.
0,00 0.50 0.05 0.0 0.0 74. 500
cur 0 00 20
0 0 0 20
itie
s
Rel 9,00 500 950 106
1,000,00 4500. 1174.
iga 0,00 0.50 0.02 0.0 0.0 74. 500
0 00 20
re 0 0 0 20
Sh
9,00 400 850 955
are 1,000,00 4500. 1050.
0,00 0.25 0.05 0.0 0.0 0.6 500
kha 0 00 60
0 0 0 0
n
Ind 9,00 400 850 955
1,000,00 4500. 1050.
iaB 0,00 0.40 0.05 0.0 0.0 0.6 500
0 00 60
ulls 0 0 0 0
5pa
9,00 250 700 786
isa. 1,000,00 4500. 865.2
0,00 0.25 0.05 0.0 0.0 5.2 500
co 0 00 0
0 0 0 0
m
Kot 1,000,00 9,00 0.35 0.03 350 2700. 620 766.3 696 500
ak 0 0,00 0.0 00 0.0 2 6.3

113
Se
cur
0 0 0 2
itie
s
An
gel 9,00 300 480 539
1,000,00 1800. 593.2
Bro 0,00 0.30 0.02 0.0 0.0 3.2 500
0 00 8
kin 0 0 0 8
g
Rel
ian 9,00 500
1,000,00 500
ce 0,00 Nill Nill Nill Nill Nill .00
0 .00
Mo 0 *
ney

*validity two months.

114
 DATA ANALYSIS

DATA ANALYSIS

115
GRAPHICAL REPRESENTATION:-

1. Average level of their investment

Income No. of
level customers
<50000 20
50000-
200000 26
200000-
400000 3
>400000 1

LEVEL OF INVESTMENT

6% 2%

<50000
40%
50000-200000
200000-400000

52% >400000

Out of 50 customers 52% Customers are having an

income level of 50k-2lac.

116
In this chart customers having income more than 4 lac

are very less 2%.

So firm’s should attract big investors also.

2. Preference segment of investment.

No. of
Segment customers
Equity 30
Mutual
fund 4
PMS 3
Commodity 10
Others 3

INVESTMENT PREFERENCE AREA

6%

20% Equity
Mutual fund
PMS
6% 60% Commodity
Others
8%

117
About 60% customers deal in Equity which covers

major portions in this chart.

Customers 2nd Preference is in commodity which is

20%.

Remaining Customers deals with Mutual Funds,PMS

etc.

3. Which type of investor they are in terms of risk

coverage
No. of
Risk customers
High 14
Medium 24
Low 12

118
 RISKINESS

24% 28%
High
Medium
Low
48%

This graph is indicating that mostly consumer wants

medium risk which are 48%.Generally it has seen that
low risk taking customer are less than the high risk
taking but here it is opposite. Low risk taking are
24% & High risk taking are 28%.

4. Preferred Trading option

Trading No. of
Option Customer
Off line 30
On line 20

119
 PREFERENCE IN OFF LINE/ON LINE TRADING

40%
Of f line

60% On line

In this sample 60% customer are in off-line trading

which is a good sign to for the firm to make them

familiar with the behavior of market.

Also 40% customers do on –line trading.

5. Customer’s Trading Experience

No. of
Years Customers
0 To 2 46
2 To 4 4
4 To 6 0

120
 TRADING EXPERIENCE

46
No. of customers 50
40
30
No. of Customers
20
10 4
0
0
0 To 2 2 TO 4 4 TO 6
Years

Customers are not having more experience because

they are not aware about trading. Mostly customers

are having experience of less than two years. Some

are having experience between 2-4 years.

6. Do you generally read the research report?

No. of
Option customers
Yes 16
No 34

121
 CUSTOMERSREADRESEARCH
REPORT

32%

Yes
No

68%

Only 32% customers read Research Report rest don’t

read Research Report.

7. Utilization of facility

No. of
Option customers
Yes 11
No 39

122
 CUSTOMERS USE FACILITY

22%

Yes
No

78%

It is observed that only 22% customers take decision

with the consideration of Research Report. Rests

don’t use this facility of Research Report.

8. Oral suggestion from broker

No. of
Option customers
Yes 35
No 15

123
 SUGGESTIONBYBROKER

No
30%

Yes
No

Yes
70%

It is surprised to know that 70% customers take help

of broker for their Decision regarding Trading &

Investment. Rests 30% take decision based on their

own knowledge.

9. Dependency on the savings

No. of
Age(years) Customers
40-45 3
45-50 10
50 &
above 37

124
 DEPENDENCY ON SAVING

NO. OF CUSTOMER
40 37
35
30
25
20 No. of Customers
15 10
10 3
5
0
40-45 45-50 50 &
above
AGE(YEARS)

About 74% customers want to use these saving as

their source of income after the age of 50 years. 20%

customers want to use these saving at the age of 45-

50 years.

Remaining want to use this money at the age of 40-45

years.

10 .How many times they generally trade in a week

No. of No. of
times customers
Daily 20

125
 Thrice 2
Twice 16
Once 12

TR ADING PATTER N
25 No. of cus tomers
20
20
No. of customers

16
15 12
10

5 2
0
Daily Thrice Twice Once
No. of tim e s

This graph is showing that 40% customers trade on

daily basis. Only 4% customers trade thrice in a

week. 32% customer trade twice in a week & rests are

trade once in a week.

11. Any trading losses due to company’s information

No. of
Option customers
Yes 11
No 39
126
 TRADING LOSSES

50
No. of customers 39
40
30
No. of customers
20 11
10
0
Yes No
LOSS

Mostly customers do not have such trading losses.

But some are faced such problem due to

communication gap/ misunderstandings.

SATISFACTION LEVEL

1. Firm’s daily/weekly/monthly research report

No. of
Option customers

127
 Excellent 4
Good 6
Satisfied 4
Average 2
Poor 0
RESPONSETORESEARCH
NO. Of customers

REPORT

7 6
6
5 4 4
4
NO. Of customers
3 2
2
1 0
0
d

e
t
n

r
fie
ll e

o
o

ra

o
o

t is
e

P
e
G
c

v
a
x

A
S
E

Only 16 customers read research report & most of

them are satisfied.

2. Firm’s dealing with return’s materials.

No. of
Option customers
Excellent 3
Good 10
Satisfied 11
Average 16

128
 Poor 10

RETURNS RESPONSE

18 16
16

No. of customers
14
11
12 10 10
10
8 No. of customers
6
3
4
2
0
nt

or
d

e
oo

f ie

ag
l le

Po
t is
G

er
ce

Sa

Av
Ex

Most of the respondent told that they are satisfied &

average in term’s of material.

But 20% customers say that poor service from

company.

3. Firm’s charges in comparison of competitors

charges
No. of
Option customers
Yes 35
No 15

129
 SATISFACTIONWITHCHARGES

30%
Yes
No
70%

Mostly customers are satisfied with charges. Low

volume investors are feel charges slightly high but
better than competitors.

4. Satisfaction level regarding the information

provided by the broker apart from the research report:

No. of
Option customers
Yes 24
No 11

130
 SATISFACTION WITH INFORMATION
GIVEN

31%
Yes
No
69%

In this sample only 35 customers take suggestion

from broker and 69% are satisfied .

Only 31% are not satisfied in this sample.

5. Which type of trading customers like?

Trading No. of
Option Customer
Off line 30
On line 20

131
 TYPE OF TRADING

No. of Customer
35 30
30
25 20
20
No. of Customer
15
10
5
0
Off line On line
Trading Option

This Graph shows that 60% customers like off-line

trading due to Internet facility or they want

suggestions. Only 40% customers like on-line trading.

6. Satisfaction level of customers with the

transparency of operation:

No. of
Option customers
Excellent 2
Good 14
Satisfied 18

132
 Average 14
Poor 2

TRANSPARENCY OF OPERATION

20 18
No. of customers

14 14
15

10 No. of customers

5 2 2

0 ge
d
nt

or
d
oo

fie
le

ra

Po
el

tis
G

e
c

Av
Sa
Ex

In this sample 36% customer are satisfied with the

transparency of operation of company.

28% are say operation is Good & 28 % are say

operation is Average. There are less customer which

are not satisfied with the operation of company.

133
SWOT ANALYSIS

134
SWOT ANALYSIS:-

The overall evaluation of a company’s strength,

weakness, oppurtinity and threats is called SWOT

analysis. It involves monitoring the internal &

external marketing environment. So an effective

organizational strategy therefore is one that

capitalizes on the opportunities through the use of

135
strength and neutralizes the threats by minimizing the

impact of weakness.

Internal Environment

Strength:-Strength is an inherent capacity which an

organization can use to gain strategic advantage over

its competitors.

Weakness:-A weakness is an inherent limitation or

constraint which creates a strategic disadvantage.

This is the area of improvement for any firm to

complete in the market.

External Environment

136
Opportunity: - An opportunity is a favorable

condition in the organization’s environment which

enables it to consolidate and strengthen its position.

Threat: - A threat is an unfavorable condition in the

organization’s environment which creates a risk for,

or causes damages to the organization.

SWOT ANALYSIS

Internal Analysis

Strength

137
  Promoter Company Reliance Capital Ltd.)

 Trading on both Exchange NSE & BSE

 Daily Research Report

 Benefit of having Good Brand Image.

 Traders can also invest in various financial

products provided by Reliance Money

 Annual Maintenance charge is very less

 Good Product Quality

 Financial Stability

Weakness

 Slow connectivity.

 Brokerage for low volume trade is high.

138
  Customers are not fully satisfied with the
services.

 Difficult to trade through call n trade as it passes

through different formalities.

External Opportunity

Opportunity

 To find out new customer at the time of issue of

IPO’s

 Also we can attract new customers upon our Nil

brokerage Schemes

 Young generation is much interested in share

market, so we can target them by presentations.

139
  Attract more customers for on line trading by
giving Demo facilities on their places.

Threats

 There are too many companies in this Sector.

 Changes in the rules and regulation of SEBI.

 Different companies can come up with different

ideas & Schemes, so keep watching their
strategies

CONCLUSION

140
CONCLUSION

Most of the investors are from medium income group

and their average investment is in between R 50000-

141
200000. High income investors are very less in

number with this Company for investment. Investor

Preference segment of investment is equity market.

Commodities are another segment where investors are

looking for. In the term of risk covering by the

investor, Findings show that there is many medium

risk coverers.

The Important thing what we have noted is that

Reliance Money is not charging any brokerage from

its clients. They are also providing daily/weekly and

monthly research report.

Guidelines for clients are provided by the

Relationship Manager & franchisees. Reliance Money

142
also providing kiosk facility in Branches for their

customer.

There are few customers who have trading losses

in share trading. But this is the part of share market so

their losses are not like complaints for company.

Most of the investors are satisfied with the

transparency of operations.i.e. in their words traders

are giving attention to all customers. Most of the

investors are looking towards the online trading

option. So that customers can trade on their Desktop.

This project has given me wide knowledge about

share market.

143
RECOMMENDATIONS

144
Recommendations:-

 Target the high income in customer for opening

of trading account in Reliance Money.

 Attract the investors to invest in different

Products like LI, Mutual Funds etc.

145
 Promote the customers for large investment. .

 Make them loyal to the company by providing

the excellent services.

 Advice them to go through the research report

and use this facility also because this is the

strength of Reliance Money.

 It doesn’t matter how many time investors are

trading in the firm but whenever they trade,

provide them best services because retaining of

customer is almost impossible now a days.

 Make the contract note service as fast as possible.

146
BIBLIOGRAPHY

147
Bibliography

Marketing management: Philip Kotler

Business Today

India Today

148
www.reliancemoney.com

www.nseindia.com

www.bseindia.com

www.google.com

www.sebi.com

www.religare.com

www.icicidirect.com

www.sharekhan.com

www.economictimes.com

149
ANNEXURE

Questionnaire

Name: - ________________________________

Age Limit: 18-24  25-35 

More than 35 

Martial Status: - Married  Unmarried 

Phone: - _______________ E-mail:-

_________________________________

Customer Behavior:-

Your preference segment to invest on saving

Equity  Mutual Fund  PMS 

Commodity  Others 

150
What is the average level of investment / month
<50000  50000-200000  200000-400000
 >400000 

What kind of investor you are.

High Risk & High Return 
Medium Risk & Medium Return 
Low Risk & Low Return 

Are you aware, about different services provided by

RELIANCE MONEY?
YES  NO 

Preferred Trading Option

On-Line  Off-Line 

Your’s trading Experiences

0-2  2-4  4-6  6 & above 

Do you generally read the research report provided by

RELIANCE MONEY.
Yes  No 

151
Have you Utilize this facility any time in your trading
decision.
Yes  No 

Do you take any oral suggestion from broker in

RELIANCE MONEY.
Yes  No 

When do you need to depend on your savings (age)

40-45 yrs  45-50 yrs.  50 & above


How many times do you trade in a week.

Daily  Thrice  Twice 
Once 

Have you found any trading losses due to company.

Yes  No 

Your Satisfaction Level:-

Can you rate firm’s daily/weekly/monthly research

report:-
Excellent  Good  Satisfied  Average 
Poor 

152
How do you rate firm’s dealing with your returns
material.
Excellent  Good  Satisfied  Average 
Poor 

Are you satisfied with firm’s brokerage/flat fees

charges with respect to competitor’s charges.
Yes  No 

Are you satisfied with information provided by the

Sub-broker .
Yes  No 

How would you rate the transparency of operation.

Excellent  Good  Satisfied  Average 
Poor 

Which type of trading you like & why?

___________________________________________
___________________________________________
___________________________________________
___________________________________________
______________________________________

Write comments/suggestion for this company related

to:

153
Off-line Trading
___________________________________________
_______________
___________________________________________
___________________________________________
___________________________________________
_

On-line Trading
___________________________________________
_______________
___________________________________________
_____________________________
___________________________________________
____________________________

Brokerage
___________________________________________
____________________
___________________________________________
___________________________________________
___________________________________________
______________
Employees Behavior
___________________________________________
_________

154
___________________________________________
____________________________
___________________________________________
___________________________

Research Report
___________________________________________
______________
___________________________________________
____________________________
___________________________________________
___________________________

Thank you

Surveyor Signature

155
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