A STUDY ON INVESTMENT BEHAVIOUR OF MBA

STUDENTS IN SHARES & EQUITY MARKET WITH

REFERENCE TO UNICON INVESTMENT SOLUTION Ltd.
CHENNAI

By
ISRARUL HAQUE
(Reg. No.:35080312)

UNDER THE GUIDANCE OF

MRS. R. SRIVIDYA

A PROJECT REPORT
Submitted to the department of

MBA
SRM SCHOOL OF MANAGEMENT

In partial fulfillment of the requirements

For the award of the degree
Of

MASTER OF BUSINESS ADMINISTRATION

In
SRM SCHOOL OF MANAGEMENT
SRM UNIVERSITY
KATTANKULATHUR, CHENNAI
MAY 2010

1
 BONAFIDE CERTIFICATE

Certified that this project report titled “A STUDY ON INVESTMENT

BEHAVIOUR OF MBA STUDENTS IN SHARES & EQUITY MARKET WITH
REFERENCE TO EMKAY GLOBAL FINANCIAL SERVICES Ltd. CHENNAI
.”Under the guidelines of Mrs. R. Srividya, SRM School of Management is Bonafide
work of Md. Israrul Haque who carried out the project work under my supervision.
Certified further, that to the best of my knowledge the work reported herein does not
form a part of any other project reports or dissertation on the basis of which a degree or
award was Conferred on an earlier occasion on this or any other candidate.

Internal Guide

(Mrs. R. SRIVIDYA)

SIGNATURE OF Dean-MBA

Dr. Mrs. Jayshree Suresh

2
 DECLARATION

I, ISRARUL HAQUE, hereby declare that the project work entitled “A STUDY
ON INVESTMENT BEHAVIOUR OF MBA STUDENTS IN SHARES & EQUITY
MARKET WITH REFERENCE TO EMKAY GLOBAL FINANCIAL SERVICES Ltd.
CHENNAI.” submitted in partial fulfillment of the requirements for the award Of the
degree of Master of Business Administration is a record of work done by me during the
academic year 2008-20010 under the guidance of Mrs. R. Srividya, Lecturer,
Department of Business Administration, SRM UNIVERSITY, Kattankalathur.

And it has not formed the basis for the award of any Degree / Diploma / Associate
ship or other similar title to any candidate in any University.

Signature of the Candidate

ISRARUL HAQUE

PLACE:

DATE:

3
 ACKNOWLEDGEMENT

If words are considered as symbols of approval and tokens of knowledge then

the words play the heralding role to express my gratitude.

I extend my deep gratitude to Md. U. Abdul Khadir and all the staff for
permitting me to undertake the providing the incessant guidance and support throughout
the project.

I am extremely grateful to Dr. Mrs. Jayashree Suresh, B.A., M.B.A., PhD, HOD
for her invaluable help rendered throughout the project.

I would like to express my grateful thanks to my guide Mrs. R. Srividya,

Lecturer, for his excellent guidance and suggestions to complete my project

Words are inadequate to express my gratitude to my parents who have been pillars
of strength and moral support to me.

Above all, my heartfelt thanks to the Almighty God for His presence and guidance
in every moment in completing this project successfully.

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 CONTENT
S.NO. Particulars Page No.

1 Company profile 7

2 Product profile 16

3 Objectives of the study 24

4 Scope of the study 25

5 Limitation of the study 26

6 Research Methodology 27
7 Analysis and Interpretation 37

8 Findings 55

9 Suggestions 56

10 Conclusion 57

11 Bibliography 58

12 Questionnaire 59

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 LIST OF CHARTS
Chart No. Particulars Page No.
1 Respondents by sex wise distribution 37

2 Respondents by age wise distribution 38

3 Respondents by income wise distribution 39

4 Respondent’s opinion about online share trading 40
5 Respondent’s opinion about IPO’s of UNICON share 41
6 Respondent’s awareness about UNICON securities 42
7 Respondent’s objectives behind investing in shares 43
8 Respondents frequent investment in shares 44

9 Respondents felt dissatisfaction with services of 45

UNICON

10 Respondent’s satisfaction level for brokerage charges 46

11 Respondent’s satisfaction level of the option 47
12 Respondents awareness on demat account 48
13 Respondents awareness of the absence of AMC 49
14 Respondents awareness of PIB software 50

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 1. COMPANY PROFILE

UNICON INVESTMENT SOLUTION

UNICON is a financial services company which has emerged as a one-stop

investment solutions provider. It was founded in 2004 by two visionary and flamboyant
entrepreneurs, Mr. Gajendra Nagpal and Mr. Ram M. Gupta, who possess expertise in the
field of Finance. The company is headquartered in New Delhi, and has its Corporate
office in Mumbai with regional offices in Kolkata, Chennai, Hyderabad and Noida.
UNICON is a professionally managed company led by a team with outstanding
managerial acumen and cumulative experience of more than 400 man years in the
financial markets The Company is supported by more than 4500 Uniconians and has a
team of over 900 business offices in 235 cities across India.
With a customer base of over 200,000 the Unicon Group has an eye for the
intricate financial needs of its clients and caters to both their short – term and long – term
financial needs through a comprehensive bouquet of investment services. It has been
founded with the aim of providing world class investing experience to the investing
community. These services range from offline & online trading in equity, commodities
and currency derivatives to debt markets to corporate finance and portfolio management
services. The company has a sizable presence in the distribution of 3rd party financial
products like mutual funds, insurance products and property broking. It also provides
expert Advisory on Life Insurance, General Insurance, Mutual Funds and IPO’s. The
distribution network is backed by in-house back office support to provide prompt and
efficient customer service.
The Equity broking arm – UNICON Securities Pvt. Ltd offers personalized
premium services on the NSE, BSE & Derivatives market. The Commodity broking arm
Unicon Commodities Pvt. Ltd offers services in Commodity trading on NCDEX and
MCX. The UNICON group also has a PCG division providing investments solutions for
High Net Worth Individuals. The Corporate Advisory Services arm – Unicon Capital
Services (P) Ltd offers entire gamut of Investment Banking services to corporates.

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 UNICON can boast of some of the most respected names in the private equity
space like Sequoia Capitals, Nexus India Capital and Subhkam Ventures as its
shareholders.

MISSION:
To create long term value by empowering individual investors through superior
financial services supported by culture based on highest level of team work, efficiency
and integrity

VISION:
To provide the most useful and ethical investment solutions guided by values
driven approach to growth, client service and development

MANAGEMENT TEAM
MR. GAJENDRA NAGPAL FOUNDER & CEO

MR. RAM M GUPTA  CO-FOUNDER & PRESIDENT

MR. Y.P. NARANG  HEAD - FIXED INCOME GROUP 

MR. SANDEEP ARORA  CHIEF OPERATING OFFICER

MR. VIKAS MALLAN  CHIEF FINANCIAL OFFICER, 

HEAD – DISTRIBUTION

MR. SUBHASH NAGPAL  DIRECTOR - STRATEGIC 

PLANNING & IMPLEMENTATION

MR. RAJEV B SHARMA  COUNTRY HEAD,

WEALTH MANAGEMENT

MR. VIJAY CHOPRA  NATIONAL HEAD,

BUSINESS ALLIANCES

MR. MANMOHAN TIWARI  COUNTRY HEAD ,

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 EQUITY SALES

MR. ANURAG NAYAR  CHIEF TECHNOLOGY OFFICER

MS. ANJALI MUKHIJA  CHIEF COMPLIANCE OFFICER

Founder& CEO: Mr. Gajender Nagpal

Mr. Gajender Nagpal with his dynamic leadership brings vision to the company.
A management graduate by qualification, Mr. Nagpal brings with him over 14 years of
experience in the stock market. Before joining Unicon he has served at senior positions
for 5 years with Kotak securities at a regional level and Indiabulls securities for 4 years at
national level assignments. Mr.Nagpal brings with him the rich experience of building a
retail broking network.He is a familiar face on the electronic media and is well respected
in the broking industry for his stock market expertise.

Co-Founder& President: Mr. Ram M Gupta

Mr. Ram M Gupta through his aggression and dynamism brings energy to the
team. He has 8 years of stock market experience behind him and is responsible for
driving the sales team. Mr. Gupta has held senior level postions in Karvy stock broking
and Indiabulls Securities. Mr. Gupta is supported by a team of over 850 relationship
mangers spread over 89 locations across the country

Head - Fixed Income Group : Mr. Y.P. Narang  

Mr. Y.P. Narang is the Head, Fixed Income (Debt) Group at UNICON. His areas
of responsibility include looking after Money Market, Government Securities and Bond
Market and Merchant Banking. Mr. Narang was instrumental in setting up and providing
strategic direction to the Fixed Income Vertical at UNICON. Under his aegis, the vertical
was converted into a profit centre within six months of its establishment. 
Mr. Narang, a qualified Cost Accountant and certified Financial Planner, has a
rich and varied professional experience spanning over 36 years. His last assignment prior
to joining the UNICON Group was as General Manager & CFO, Punjab National Bank

9
where he provided leadership and direction for the overall financial management of the
bank. Mr. Narang had headed the Treasury department of Punjab National Bank for
almost two decades starting from 1986 and he pioneered the bank’s investment in new
investment products such as Interest Rate Swaps, Floating Rate Notes, US Treasury
Bonds etc.
His areas of responsibility also included handling public issues of the bank. He
was founder Managing Director of PNB Gilts Ltd. and held the position of Senior
Executive Vice President, PNB Capital Services Ltd. where he handled Merchant
Banking assignments, Inter-corporate Deposit & Investments. 
Mr. Narang possesses domain expertise in Dealing in Sovereign Paper, Money
market/ Fixed Income instruments and Merchant banking. He has been a familiar
presence at several prestigious Analysts’ meets both in India & Abroad. His expertise has
also been utilized in his capacity as a member of various committees of IBA, NSE &
FIMMDA. In recognition of his manifold contributions, the Association of Financial
Planners (AFP) India awarded him CFP certification in February, 2004. In his spare time,
Mr. Narang likes to read management books especially those pertaining to investing.

Chief Operating Officer: Mr. Sandeep Arora

Mr. Sandeep Arora brings with him over 11 years of experience of managing
operations of stock broking company. Mr. Sandeep Arora before taking over as head of
operations at Unicon was responsible for managing the operations of Indiabulls Securities
Ltd. Mr. Sandeep Arora is supported by his team of over 400 people helping him to give
world class service to the clients.

Chief Financial Officer: Mr. Vikas Mallan

Mr Mallan A Chartered Accountant, Company Secretary and Cost Accountant by

profession. Mr. Mallan has over 14 years of experience in the area of finance. Before
joining Unicon he has served at senior level positions with Rediff.com, Reliance Telecom
and Koshika Telecom. His experience includes a Nasdaq listing of an Indian internet
company and Head of Finance of a leading Law firm. Mr. Mallan is heading

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Distribution / Mutual Fund initiative and is supported by around 1100 dedicated
employees nationwide.

Strategic Planning & Implementation: Mr. Subhash Nagpal 

Mr. Subhash Nagpal is the Director, Strategic Planning and Implementation,

Unicon Group. An engineer by profession, Mr. Nagpal brings with him more than 18
years of experience in Sales & Marketing in the automobile industry. He has worked with
some of the most respected names in the automobile sector including Honda, Yamaha
and New Holland. During his tenure in Honda and New Holland, he was a member of the
core management team and played a pivotal role in establishing the company’s growth in
its early years in India. His last assignment was with Honda Motorcycles and Scooters
India, where he was a Divisional Head of profit centre in Sales & Marketing Division for
more than eight years.
Mr. Nagpal believes in the power of teamwork towards achieving goals. He also
believes in fostering a democratic culture within teams wherein everyone has the freedom
to express their opinions in the spirit of promoting healthy discussion before taking
strategic decisions. Mr. Nagpal is fond of singing, listening to old Hindi songs and
watching movies. Kishore Kumar and Dev Anand are amongst his favourite singers and
actors respectively. He likes to wind up his day by watching “Mr. Beans” and “WWF-
Smack down” with his son.

Wealth Management : Mr. Rajev B Sharma 

Mr. Rajev B Sharma is a noted Management professional and a technocrat with

16 plus years of experience in Strategy planning, Business Development, Operations,
Man Management and Profit Centre Management. He has worked in diverse industries
like Manufacturing, Consumer Durables, Consultancy, Education & Training, HR and
Financial Services.
He is currently with Unicon Financial Intermediaries P Ltd as Country Head –
Wealth Management, Investment Banking & Business Strategy. He is spearheading the

11
Wealth Management, Investment Banking, Corporate services, NRI and PMS businesses.
He also oversee the Research, Product Development, Equity advisory, Investment
Advisory and Business Strategy for the Unicon India group of companies.
He was earlier associated with Motilal Oswal Securities Ltd. as Sr. Vice President
& Head-BAG. Here he was spearheading the Business and Strategy of the Business
Associate group (BAG). BAG constituted the business and distribution of all the financial
products of the company i.e. Equity, Derivatives, Portfolio Management Services, Mutual
Fund, IPO, Commodity through four distribution channel - Franchisee, e Franchisee,
Remiser and IFAs. Under his leadership Motilal Oswal Securities Ltd has been awarded
the ‘Best Franchise In financial service sector ‘for 2 consecutive years – 2007 & 2008.
Till early 2006, he was associated with Adecco India Limited as VP-Operations
heading the SBU of Enterprise Learning business.
Rajev has done some serious work in retail business, franchising and Institutional
business for Aptech for 10 years. Here he was instrumental in developing & nurturing
well known brands like Aptech Computer education, Asset International, Aptech
Corporate training, Aptech Plus and Aptech University & Distance education.
His earlier assignments include Mirc Electronics (Brand ONIDA), Crompton
Greaves Ltd. and FAG Precision Bearings Ltd where he performed key roles at middle
management positions.Rajev has been awarded the “Best Franchise Professional of the
year “by Franchise World magazine and Indian franchise association in 2008.

National Head (Business Alliances): Mr. Vijay Chopra

Mr. Vijay Chopra is a management graduate from Indian Institute of Foreign

Trade, New Delhi. He has a illustrious professional track record of spanning over 11
years wherein he has handled various assignments at a senior levels with some of the best
names in the Consulting, FMCG & healthcare space. His forte has been supply chain
management, New Product Launches, Sales, Marketing, Product management &
Training. Mr. Chopra along with his team handles over 300 business partner network
which is spread over the entire geographical spread of the country.

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Equity Sales : Mr. Manmohan Tiwari 

Mr. Manmohan Tiwari is the Country Head, Equity Sales.With more than 17
years of experience in various areas of banking and investment advisory, Mr. Tiwari has
played instrumental role in his previous organizations. In his past assignment with India
Infoline, prior to joining Unicon Financial intermediaries,
Mr. Tiwari is credited with setting up the India Infoline Wealth Management
operations in North India.Mr. Tiwari brings on board added proficiency and expertise in
managing HNI relationships. During his 7 years at HSBC, he managed the operations and
sales for high profile Private Banking Clients in Delhi and NCR. He has also had
extremely successful stints with JM Morgan Stanley (Debt Division) and Kotak
Mahindra Bank Wealth Management on the client advisory and relationship front.
Commenting on the appointment, Mr. Gajendra Nagpal, CEO and Founder of
Unicon Financial Intermediaries Pvt. Ltd. said, “I am delighted with Mr. Tiwari’s
appointment as the Country Head of Equity Sales. Mr. Tiwari has strong leadership
abilities and proven experience in driving success in a complex and challenging market,
which we can leverage across our area of operations.”
A vast experience in sales, equity advisory, client servicing and operations makes
Mr. Tiwari an industry veteran who has seen various market cycles previously. 

Chief Technology Officer : Mr. Anurag Nayar 

Mr. Anurag Nayar is the Chief Technology Officer, UNICON Group. His key
areas of responsibility include heading and overseeing all the IT operations and
innovations of the organization.
Mr. Nayar possesses over 9 years of experience in diverse fields of application
software development, maintenance, support & re-engineering projects in client server
environment. Prior to joining the UNICON Group, Mr. Nayar has worked with leading
corporates across a cross section of industries.
These include American Express, WNS Trinity and NIIT Technologies Ltd.
During his tenure at American Express, Mr. Nayar’s considerable contributions towards
streamlining the Project Office and Financial Analysis processes and tools were

13
recognized and awarded. Additionally he was also the recipient of awards for developing
the Process Database and for supporting TAPS Application implementation across Japan
and Asia Pacific region. Mr. Nayar’s manifold contributions at NIIT were also recognised
through the prestigious Excellence and US Business Unit Mercury Awards. 
Mr. Nayar has an open and engaging style of leadership. He believes in the
importance of honesty, commitment, continuous learning and teamwork in achieving
goals. In his spare time he likes to watch Hollywood movies, socialize with family and
friends and spend time with his pets. 

Chief Compliance Officer: Ms. Anjali Mukhija

Ms. Anjali Mukhija heads compliance. She brings with her 12 years of experience
in the stock markets. Her current job profile includes broking operations, client relations
& grievance redressal, coupled with Public dealings. Prior to joining Unicon, she was
with the National Stock Exchange, Delhi Regional Office for 10 years and had held
senior position for a brief period in a reputed broking house.

14
GROUP COMPANIES

15
 2. PRODUCT & SERVICES OFFERED BY UNICON

Unicon deals with a numbers of products & services:

 Equity

 Commodity

 Depository

 Distribution

 NRI Services

 Back Office

 Fixed Income

 Currency Derivatives

 Portfolio Management

EQUITY
Unicon offers a unique feature of a single Screen Trading Platform of NSE, BSE &
Derivatives. Unicon offers both Offline & Online trading platforms. You can Walk in or
place your orders through telephone at any of our branch locations

ONLINE TRADING PRODUCTS:

 Unicon Easy
 Unicon plus

16
  Unicon Swift

UNICON EASY

Browser based trading terminal that can be accessed by a unique ID and

password. This facility is available to all our online customers the moment they get
registered with us. 

UNICON PLUS

Browser based trading terminal that can be accessed by a unique ID and

password. This facility is available to all our online customers the moment they get
registered with us. 

UNICON SWIFT

Application based terminal for active traders. It provides better speed, greater
analytical features & priority access to Relationship Managers.

COMMODITY

Unicon offers a unique feature of a single screen trading platform in MCX and
NCDEX.Unicon offers both Offline & Online trading platforms. You can Walk in or
place your orders through telephone at any of our branch location Online commodity
internet trading platform through uniflex.

 Live Market Watch for commodity market (NCDEX, MCX) in one screen.

 Add any number of scrips in the Market Watch.

 Tick by tick live updation of Intraday chart.

 Greater exposure for trading on the margin available.

17
  Common window for market watch and order execution.

 Key board driven short cuts for punching orders quicklyon

 Real time updation of exposure and portfolio.

 Facility to customize any number of portfolios & watchlists.

 Market depth, i.e. Best 5 bids and offers, updated live for all scripts.

 Facility to cancel all pending orders with a single click.

 Instant trade confirmations.

 Stop-loss feature.

DEPOSITORY
Unicon Depository Services offers dematerialization services as a participant in
Central Depository Services Limited (CDSL), through its Depository operations. The
company believes in efficient and cost-effective and integrated service support to its
brokerage business. Unicon Securities Private Limited, as a depository participant, will
offer depository accounts for individual investors as well as corporates which will enable
them to transact in the dematerialized segment, without any hassles.

Depository offer a safe, convenient way to hold securities as compared to holding

securities in paper form. Our service provides an integrated single platform for all our
clients ensuring a risk free, efficient and prompt depository process. 

FACILITIES OFFERED BY UNICON

 DE-MATERIALIZATION:

You can submit your physical shares at the Unicon branch for
dematerialization into electronic form.

  RE-MATERIALIZATION:

18
 You can also request for Re-materialization which enables you to convert the
dematerialized shares into physical form. 

  TRANSFER:

Inter and intra depository services are available through which you can
transfer shares.

  IPO:

You can apply for IPO using your demat account details and on allotment
the securities are transferred directly to your demat account. 

  CORPORATE ACTIONS:

While holding your stock in demat account, in case you are eligible for any
bonus and rights issues the allotment would be transferred to your demat account.

  EASI:

You can view your demat account over the Internet and avail a host of
services. This facility empowers our clients to view, download, print updated holdings
with respective valuations

 ESTOCK LOGIN PROCESS:-

 Enter your client id as your Demat account number.

 The password would be your bank account number linked with your
Demat account.
 Please change the password as soon as you login. This is in your own
interest and security.

DISTRIBUTION

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 Unicon is fast emerging as a leader in the Insurance and Mutual Funds
distribution space. Unicon has over 100 branches and a huge number of “Business
Development Executives” who help to source and service the customers throughout the
country. Unicon is fast becoming the preferred “Vendor Independent” distribution houses
because of providing efficient service like free pick-up of collection of cheques/DD’s,
Keeping track of the premiums etc to its customers.

Unicon offers the following distribution products:-

 IPO's
 Mutual Funds
 Insurance
 Properties

NRI SERVICES

With India becoming the epicentre of growth the Global Indian feels the need to be
connected to the domestic growth story.
Unicon now offers a convenient and hassle-free way of Investing in the Indian
Securities Market to the people who are living outside India and wish to participate in the
Indian Growth story.

BACK OFFICE

Unicon through its online back-office aims to increase the transparency and
provides you the link to view the details of your account online anytime and anywhere.

Here you have the advantage of viewing the following reports online

 Sauda Details

 Financial Ledger

 Net position for the day

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  Net position Detail (for the complete financial year)

 E-Contract Note

FIXED INCOME

OFFERINGS

The Fixed income vertical of UNICON Group deals in Sovereign Paper and Money
Market/Fixed Income Instruments Broadly, it undertakes following:

 Dealing in all types of money market instruments viz. Commercial paper

(Origination & Placement), Certificate of Deposit and Treasury Bills both in
Primary and Secondary market.
 Dealing in Government securities (including securities of Oil, Fertilizer & Food
Bonds) and other PSU/ Corporate bonds with counterparties like Banks, Primary
Dealers, Mutual Funds, Insurance Companies, Regional Rural Banks, Cooperative
Banks, Central & State PSUs, Housing Finance Companies, NBFCs &
Corporates.
 Retailing of Central, State Government Securities and Bonds to PF Trusts,
Universities
 Advisory Services to PF Trusts.
 Arrangers for Private placement of Bonds & placing it with Banks, Mutual funds,
Insurance Companies & Corporates.

Securitization of receivable portfolio of Housing Finance Companies, Banks &

NBFCs by way of Pass through certificates.

CURRENCY DERIVATIVES

21
CURRENCY FUTURES

Currently in India, futures contracts of 4 currencies are traded against the Indian
Rupee (INR). US Dollar Indian Rupee (USD INR) currency futures were the first to be
introduced in Aug 2008 and have seen a 1500% burst in volume growth in this period.
On Feb 1, 2010 the trading of Euro (€) Rupee (EUR INR), Pound Sterling (£) Rupee
(GBP INR) and Yen (¥) Rupee (YEN INR) was introduced in India. As in the case of
USD INR, trading happens on 2 exchanges – NSE and MCX-SX.

Unicon offers clients the opportunity to trade these products, either in online or
offline mode as per their needs. The products provide ample liquidity to function both as
a speculative tool and as a hedging instrument for exporters and importers.

PORTFOLIO MANAGEMENT
PORTFOLIO MANAGEMENT SERVICES

Gone are the days when an investor could directly participate in the capital
markets, for they have not only become far more complex in terms of compliances,
methodologies, effects and analysis but also need a constant tracking mechanism. As is
the case globally, the Indian investor has also realized the advantages of seeking
professional advice in order to not only manage but also augment his portfolio.

We at Unicon in our constant endeavor to bring to our esteemed clients global

methodology have developed a proprietary model that has enabled us to outperform all
major indices with a fair degree of consistency, over the longer term. We continue to be
positive of both our approach and the Indian capital markets in general and especially so
after UPA’s landslide mandate to guide the country over the next 5 years. However, we
believe that the out-performance is more stock-specific and the major indices only
provide a barometer for evaluation. This view is expected to only be enhanced going
forward, with larger players entering the markets with globally fine-tuned analytical
tools.

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 The Portfolio Management Schemes of the Company offer Discretionary
Schemes (Unicon Optimizer & Unicon Growth) for Individuals, Corporate Bodies,
Partnership firms, Proprietors, Non Resident Indians etc. The Company is registered with
SEBI enabling it to undertake Portfolio Management activities under a specific license.

The Schemes, duly approved by SEBI, are managed by a highly competent team
comprising of portfolio managers and equity strategists, backed by a team of
fundamental, technical and derivatives analysts. The principle objectives are to identify
investment opportunities through globally recognized analytical methodologies, given
pre-defined risk parameters construct portfolios to incorporate client objectives
periodically review of portfolios in order to consistently deliver returns surpassing the
benchmarked index and tailor-make portfolios to incorporate a judicious mix of equity,
quazi-equity, money market instruments and derivate products.

3. OBJECTIVES OF THE STUDY

1. To study the perception of the customers with reference to the share market.

23
2. To analyze the level of satisfaction of customers transacting business through Unicon
3. To offer suggestions for increasing the level of satisfaction of the customers.
4. To study the customers satisfaction with reference to Unicon shares.
5. Various services offered by Unicon

The Main purpose of conducting the Survey for UNICON

 To identify the target consumer for share business.

 To get a feel of the Customers perception about UNICON services products.
 To find an appropriate communication message for attracting the people to
UNICON INVESTMENT SOLUTION.

4. SCOPE OF THE STUDY

24
 Globalization of the financial market has led to a manifold increase in investment.
New markets have been opened; new instruments have been developed; and new services
have been launched. Besides, a number of opportunities and challenges have also been
thrown open. Online share trading is new to Equity market in India. Mainly two
exchanges are involved in online trading in India BSE & NSE.

5. LIMITATIONS OF THE STUDY

25
 The study was conducted in Chennai city and the findings are applicable only to
the city. Most of the customers were busy and some of them were not in a position to
give complete data. Researcher had to proceed with incomplete data.

6. RESEARCH METHODOLOGY:

26
Research design - Descriptive research
Statistical tools - Percentage method
- Weighted average method
- Rank analysis
- ANOVA (F – test)
- Chi square (x2)
Research instrument - Questionnaire
Questionnaire - Open ended and close ended
Contact method - Survey
- Personal interview
- Online interview
Method of data collection - Primary data and secondary data
Sampling method - Non-probability sampling
Sampling type - Area sampling
Sampling unit - Consumers
Sampling size - 150

RESEARCH METHODOLOGY

27
 Research is simply a scientific search for knowledge especially in the areas related to
functions of marketing. Marketing research as a separate department can be a source of
great help to make its decisions on the basis of intuition ‘much what is based on past
experience’ secondary information collected at random and everything molded by one’s
own mental makeup.

According to the American management association defines marketing research as the

“systematic gathering recording and analysis of data about the problem related to the
marketing of goods and services”. Marketing research includes all the activities that
enable an organization to obtain the information it needs to make decision about its
environment. It’s marketing mix and its present or potential market.

Research involves considerable time and money and need specialized personnel. The cost
of research must be justified by the benefits of research findings. Research in marketing
refers to the systematic gathering, recording and analyzing of data about problems
relating to the marketing of goods and services. As such the functions involved
Are:
 Systematic collection of data and information.
 Properly recording them for use and
 Analyzing and interpretation the recorded facts and figures to
arrive are useful conclusions.

Research Design

There are three types of research design. They are

 Descriptive
 Exploratory
 Explanatory

In this research the research design adopted is Descriptive research design.

Descriptive Research Design

It is designed to describe something, such as demographic characteristics of consumers

who use the products. It deals with determining frequency with something occurs or how
two variables vary together. This study is also guided by an initial
Hypothesis.

Importance of Descriptive Study

28
  During the analysis of characteristics of certain groups, for e.g. users of a product
with different age, sex, education etc.
 To forecast the future trends, e.g. sales of a company’s product in each of next
five years.
 To study whether certain variables are associated, e.g. income and usage of a
product.

Questionnaire Design

Designing and implementing the questionnaire is one of the most interesting and
challenging tasks of conducting research. Questionnaire designing also becomes
important and necessary when he/she observes that unless the data discussion or
otherwise is noted down, is basic form will be distorted. The questionnaire is the
backbone for obtaining data during a personal interview, telephone survey, and mail
survey.

Meaning of Questionnaire

A questionnaire is a form prepared and distributed to secure response to certain question.

The term questionnaire refers to a self administration process here by the respondent
himself/herself reads the questionnaire and records his/her answer assistance of an
interviewer.

Purpose of questionnaire is two fold

 To collect information from the respondent who are scattered in a vast area.
 To achieve success in collecting reliable and dependable data.

Determining Type of Question

After specifying the required data, the researcher must decide the type of question
required to be asked from the respondents to collect this data. He/she must understand
various existing types of question and decide which of these would suit the most of
his/her project situation. There are different types of questions they are as follows:

Direct question – Direct question are just what their name indicates e.g. Have you ever
purchased brand?

Indirect question – Indirect refers to those whose responses are used to indicate or
suggest date about respondents other than the actual facts given in the answer. For e.g.
why you think most other people buy prefer UNICON?

Open ended question – Sometimes these question are called free answer questions the
respondent answer in his/her words, for e.g. and open ended question on a study on
“Orange squashes” can be asked as what suggestion do you make for improving orange

29
squashes? In this case no answer choice is given to the respondent and he/she may give
any answer he/she thinks.

Close ended question – Such guests are also called fixed alternative questions. The
alternative questionnaire may take the form of dichotomous question multiple choice
question checklist and rating scales, such as ordinal scale nominal scale etc.

Question method of data collection is quite popular and consists of question printed or
typed in a form or set of forms. Care was taken in the main aspect as general form.
Question sequence, question formulation and wording, the study was associated with
both the question i.e., closed ended and open ended questions. Free responses were
invited from the respondents.

Types of Questionnaire

The study conducted by using structural and undisguised questionnaire. It comprises of

both open and closed ended questions. Questions are rather framed for the customer
attitude including the multiple choice and dichotomous questions.

The following are the contact method generally user for a survey.

1. Mail survey
2. Telephone interview
3. Personal interview

Among these three methods mail interview was used for the research study.

Mail Survey

Mail interview is the most versatile of the three methods, as it is the most expensive
method and requires more administrative planning and supervision. Interviewer’s bias.
Also in order to get the accurate data the researcher went to all the order to get the
accurate data the researcher went to all the respondents and its units and spent sufficient
time with the customers. The entire respondents may or may not be willing to fill up the
questionnaire through this method effective and accurate information can be collected by
asking question in a way that could be easily understood and answered by the
respondents.

Method of Data Collection

The task of collecting data being after a research problem has been defined and plan is
chalked and plan is chalked out. This study pertains to collect data from primary sources
primary data and from secondary sources secondary data.

 Primary data

30
Primary data are that information which is collected, fresh and fir the first time thus
happens to be original in character primary data can be collected in marketing by three
basic methods, viz., survey, observation and experiments.

 Secondary data
On the other hand are those, which have already been passed through the statistical
process.

The secondary data are that information which is collected from internal sources as well
as external sources, Wiz’s from the company own the records and documents.

Secondary data was collected from the registers, manuals, information bulletins
maintained by the personnel department and other records, information collected in this
manner was immediately complied processed manually and a statistical structure was
given to the data to help interpretation of the statistical data.

Sampling Procedures

Sampling can be carried out fewer than two important methods, in order to obtain a
respective of the sample they are classified as:
1. Probability sampling
2. Non-probability sampling

PROBABILITY SAMPLING
Have its following types they are explained as follows:

Simple Random Sampling

Every member of population has a known and equal chance of being selected.

Stratified Random Sampling

The population is divided into two mutually exclusive groups such as age and income
group are the random samples that are drawn from each groups.

Systematic Random Sampling

It consist an item in the list of random samples and then picking up every 5th or 10th item
in the list.

31
Area/Cluster Sampling
The population is divided into mutually exclusive groups a sample is drawn from each
group.

NON – PROBABILITY SAMPLING

Convenience Sampling

Under this sample the researcher selects the most accessible population member from
which to obtain the information. It involves choosing of the samples on the convenience
basis.

Judgment Sampling

It refers to the selection of a sample from the universe on the basis of the export
judgment.

Quota Sampling

The sampling is not done at a random as the field surveyors are given wide discretion in
selection the respondents in meeting their quotas. The researcher fined interviews the
prescribed number of people in several categories. The cost and time involved in this
sampling is too high.
Before undertaken the survey, the sampling unit sampling size and sampling procedures
are too determined.

Sampling Size
150 consumers are taken as samples.
Determination of sample size.
Determination of sample size for consumers.
The sample survey was conducted with consumers.
p=0.8 q=0.2
Sample standard deviation = √pq/n = 0.1264
Assuming normal distribution, the research prefers to limit the error of estimation to 2%
at 95% confidence level (z = 1.96)
Z = error/s.d/√n
n = [Z/error x s.d] 2

32
= 153.44Ω150
n = 150
Thus the sample size for consumers was determined as 150.

Sampling Procedures
Selected for this study in area sampling /cluster sampling.

Contact Method
The respondent was contacts directly and personally interviewed.
The statistical tools used for analysis are:
 Percentage method
 Weighted average
 Rank analysis
 Chi Square (X2)
 ANOVA (F-test)

PERCENTAGE METHOD

Percentage method is used in marketing comprehension between two more series of data.
Percentages are used to compare the relatives terms, the distribution of two or more series
of data and are presently by way of bat diagram and pie diagrams in order to
have a better understanding.

In this method frequency of the various criteria factors are tabulated and the percentage
for each value with respect to the total is found out. They are presented pictorially by way
of graphs in order to have better understanding.

The formula is
No. of respondent
% of respondent = ---------------------- × 100
Total respondent

WEIGHTED AVERAGE METHOD

We are weighted average methods when the relatives’ importance of the different items is
not the same. The term weights stands for relatives’ importance of the different items.
The formula calculating the weighted arithmetic mean is
ΣWf
X = -------
Σf
Where,
X = Weighted arithmetic mean
F = Frequency or no. of respondents

33
W = Weighted allotted to each factor

RANK ANALYSIS

This method is used widely when the relatives’ importance of the different items is not
the same. The term rank stands for relatives’ importance of the different items.

The formula for calculating in the rank analysis is

ΣWx
RA = --------
ΣW
Where,
RA = Ranking positions of the variable
ΣWx = Summation of all the entries into the weights allotted for the relatives rank
ΣW = Sum of all the entries

CHI-SQUARE TEST

The objective of the chi-square test is to determine whether real of significant differences
exist among the various groups. Chi-square rest involves comparison of expected
frequency (Ei) with observed frequency (Oi).

To determine whether the difference between the two in greater than which might occur
by chance.
There are 5 steps in using chi-square test.
1. The difference between each observed frequency and each expected frequency is
computed.
2. The differences are squared.
3. Each squared difference is divided by its respective expected frequency.
4. Their quotient is added together to obtain the computed chi-square.
5. This computed value is then compared to tabulated chi-square.
If the computed X2 values are greater then the tabulate X2 values at the predetermined
level of significance and degree of freedom, the hypothesis rejected.
On the other hand if calculated X2 value is less the tabulated values, the hypothesis is
accepted.
The formula is
X2 = [(O-E) 2] / E
Where,
X2 = Chi-square
O = Observed frequency
E = Expected frequency

34
ANOVA (F-Test)
The analysis of variance (ANOVA or F-test) is used in such problem where a research
wants to test for the significances of the difference between more than two as sample
mean. This is one of the most powerful statistical techniques. The ANOVA is used in
every type of experiment design concentrating both natural and social sciences.

One Way Classifications

In one way classifications, data are collected according to one criterion. The null
hypothesis takes the form that is; arithmetic means of the population from which the K
samples are randomly drawn are equal to one another.

Following steps are involved in the analysis of variance

i) Compute the variance between the samples:
Further steps involved to calculate variance between samples are calculated the mean of
each samples.
a) Calculated the grand average mean.
b) Take the difference between mean of the various samples and
grand averages.
c) Square these deviations and obtain the total which will give sum
square between the samples and
d) Divide the total obtained in steps (d) by degree of freedom. The
degrees of freedom will be one less than the no. of samples.

ii) Calculated the variance with in the samples

The step involved here is
a) Calculated the mean of each sample.
b) Take the deviations of various items in a sample from the mean
values of the respective samples.
c) Square these deviations and obtain the total which gives the sum
of squares within the samples and
d) Divided the total obtained in the step (c) by degrees of freedom.
The degrees of freedom are obtained by deducting from the total
no. of items the no. of samples.

Degree of freedom = n – k
Where,
k-is the no. of samples
n-is the total no. of all observations

iii) Calculated the F ratio as follows

Variance between the samples

F = -------------------------------------
Variance within the samples

35
Compare the calculated F values of freedom of at certain level of significance (Generally
0.05).

If the calculated values of F exceeds the tabular values. Then the different in samples
mean is significant that is due to simple sampling fluctuation or samples do not come
from the same population on the other hand, it the calculated values F is less than
the table values, the difference is not significant and hence, could have arisen due to
fluctuation of simple sampling.

MOTILAL OSWAL USING

CHI – SQUARE
Ho = There is no relationship between the BTST.
H1 = There is significant relationship between the BTST.

BTST→ Yes No Total

---------------------------
Dissatisfaction level↓

Slow operation 28 12 40
Delayed correspondence 20 10 30
Inaccessibility to the service 32 8 40
centre
Fund transfer 28 12 40
Total 57 47 104

E28 = 104x40/150 = 28.8

E20 = 108x30/150 = 21.6
E32 = 108x40/150 = 28.89
E28 = 108x40/150 = 28.8
E12 = 42x40/150 = 11.2
E10 = 42x30/150 = 8.4
E8 = 42x40/150 = 11.2
E12 = 42x40/150 = 11.2

7. ANALYSIS AND INTERPRETATION

Table No. 1

36
 RESPONDENTS BY SEX WISE DISTRIBUTION

S. no. Category No. of respondents %

1 Male 120 80
2 Female 30 20
Total 150 100

INFERENCE:
From the above table 20% of the respondents are from the female and 80% of the
majority respondents are male category.

37
 Table No. 2

RESPONDENTS BY AGE WISE DISTRIBUTION

S. no. Age No. of respondents %

1 20-30 25 16.67
2 30-40 50 33.33
3 40-50 30 20
4 Above50 45 30
Total 150 100

INFERENCE:
From the above study the result is that 16.67% of the respondents are below age group of
20 – 30 years; 33.33% of respondents are from 30 – 40 years; 20% of the respondents are
from 40 – 50 years; 30% of the respondents are above 50 years. From the study the result
is that 33.33% of the majority are from 30 – 40 years.
 Table No. 3

RESPONDENTS BY INCOME WISE DISTRIBUTION

S. no. Category No. of respondents %

1 10000-20000 18 12
2 20000-30000 68 45.33
3 30000-40000 32 21.33
4 Above40000 32 21.33
Total 150 100

INFERENCE:
From the table, 45.33% of the respondents are from the income level of 20,000 –30,000
and 12% of the respondents are from the income level of 10,000 – 20,000; 21.33% of the
respondents are from the income level 30,000 – 40,000 respectively.
 Table No. 4

RESPONDENT’S OPINION ABOUT ON LINE SHARE

TRADING
S. no. Category No. of respondents %

1 YES 120 80
2 NO 30 20
Total 150 100

INFERENCE:
From the study, the result is that 80% of the respondents say yes and 20% of the
respondents say no respectively.
 Table No. 5

RESPONDENT’S OPINION ABOUT IPO’S UNICON SHARE

S. no. Category No. of respondents %

1 YES 95 63.33
2 NO 65 36.67
Total 150 100

INFERENCE:
From the study the result is that 63.33% of the respondents say yes and 36.67% of the
respondents say no respectively.
 Table No. 6

RESPONDENT’S AWARENESS ABOUT UNICON SHARES

S. no. Category No. of respondents %

1 Share brokers 60 40
2 Bankers 20 13.33
3 Friends 20 13.33
4 Online Advt. 50 33.33
Total 150 100

INFERENCE:
From the table, 40% of the respondents are got aware from share brokers; 13.33% of the
respondents got aware from friends and 33.33% of the respondents got aware from online
advertisement respectively.
 Table No. 7
RESPONDENT’S OBJECTIVE BEHIND INVESTING IN SHARES

S. no. Category No. of respondents %

1 Tax saving 30 20
2 Earn high dividends 60 40
3 Easy liquidity 40 26.67
4 Capital appreciation 20 13.33
Total 150 100

INFERENCE:
From the table, 20S% of the respondent’s main objective to invest in shares is tax
savings; 40% of the respondents main objective to invest in shares is earn high dividends;
26.67% of the respondents interested in shares is easy liquidity and 13.33% of the
respondents main objective is capital appreciation in long run respectively.
 Table No. 8
RESPONDENTS FREQUENT INVESTMENT IN SHARES

S. no. Category No. of respondents %

1 Monthly 25 16.67
2 Every 3 month 75 50
3 Every 6 month 40 26.67
4 Others 10 06.67
Total 150 100

INFERENCE:
From the table, 16.67% of the respondents invest share monthly; 50% of the respondents
invest in share every 3 months; 26.67% in every 6 months; and 6.67% invest
occasionally.
 Table No. 9
RESPONDENTS FELT DISSATISFACTION WITH SERVICES OF UNICON.

S. no. Category No. of %

respondents
1 Slow operation 40 26.67
2 Delayed correspondence 30 20
3 Inaccessibility to the service centre 40 26.67
4 Fund transfer facility 40 26.67
Total 150 100

INFERENCE:
From the table, 26.67% of the respondents dissatisfied with the slow operation; 20% of
the respondents dissatisfied with delayed correspondence; 26.67% of the respondents
dissatisfied with inaccessibility to the service centre and fund transfer facility
respectively.
 Table No. 10

RESPONDENT’S SATISFACTION LEVEL FOR BROKERAGE CHARGES

S. no. Category No. of respondents %

1 Highly satisfied 60 40
2 Moderate 30 20
3 Satisfied 20 13.33
4 Dissatisfied 40 26.67
5 Highly dissatisfied 00 00
Total 150 100

INFERENCE:
From the table, 40% of the respondents highly satisfied with brokerage charges; 20% of
the respondents are moderate with the brokerage charges; 13.33% of the respondents are
satisfied with the brokerage charges; 26.67% of the respondents are dissatisfied with the
brokerage charges and none have highly dissatisfied respectively.
 Table No. 11
RESPONDENT’S SATISFACTION LEVEL OF THE OPTION

S. no. Category No. of respondents %

1 YES 108 72
2 NO 42 28
Total 150 100

INFERENCE:
From the study, the result is that 72% of the respondents satisfied for the option BTST
and 28% of the respondents are not satisfied for the option BTST respectively.
 Table No. 12

RESPONDENTS AWARENESS ON DEMAT ACCOUNT

S. no. Category No. of respondents %

1 YES 130 86.67

2 NO 20 13.33
Total 150 100

INFERENCE:
From the study the result is that 86.67% of the respondents aware of the demat account
levied by the company and 13.33% of the respondents are not aware of the demat account
respectively.
 Table No. 13
RESPONDENT’S AWARENESS OF THE ABSENCE OF AMC
(ANNUAL MAINTENANCE CHARGES)

S. no. Category No. of respondents %

1 YES 120 80
2 NO 30 20
Total 150 100

INFERENCE:
From the study the result is that 80% of the respondents aware of the AMC of the
company and 20% of the respondents are not aware of the AMC respectively.
 Table No. 14
RESPONDENTS AWARENESS OF SUN JAVA SOFTWARE USED FOR
ONLINE TRANSACTION

S. no. Category No. of respondents %

1 YES 140 93.33

2 NO 10 06.67
Total 150 100

INFERENCE:
From the study the result is that 93.33% of the respondents aware of the SUN JAVA
software used by the company and 6.67% of the respondents are not aware of that
software respectively.
 Table No. 15
ANALYSIS OF CUSTOMER’S INCOME LEVEL
AND THEIR INVESTING TIME GAP ATTRIBUTES USING
ANOVA TABLE

Income→ 10000-20000 20000-30000 30000-40000 Above 40000

-------------
Duration↓
Monthly 1 12 11 1
Every 3 month 10 30 12 23
Every 6 month 5 20 8 7
Others 2 6 1 1

Ho - Customer’s income levels are independent to various atributes.

H1 - Customer’s income levels are dependent to various attributes.

X1 (X1)2 X2 (X2)2 X3 (X3)2 X4 (X4)2

1 1 12 144 11 121 1 1
10 100 30 900 12 144 23 529
5 25 20 400 8 64 7 49
2 4 6 36 1 1 1 1
ΣX=18 ΣX=130 ΣX2=68 ΣX=1480 ΣX3=32 ΣX=330 ΣX4=32 ΣX=580

Here, N = Total no. of items

N = 16
Total sum of all the items = ΣX1+ΣX2+ΣX3+ΣX4
= 18+68+32+32
T = 150
Correction factor = T 2/ N
= (150) 2/16
= 1406.25
Total sum of square = (ΣX12+ΣX22+ΣX32+ΣX42)-C.F
= (130+1480+330+580)-1406.25
= 2520-1406.25
= 1113.75
Sum of square between income levels of the customers
= (ΣX12/N+ΣX22/N+ΣX32/N+ΣX42/N)-C.F
= 182/4+682/4+322/4+322/4-1406.25
= 81+1156+256+256-1406.25
= 1749-1406.25
= 342.75
No. of square within income of the customer
= (Total sum of square)-(Sum of the square between interpersonal relationships)
= 1113.75-342.75
= 771
Analysis of variance

Sources of variance Sum of squares Degree of freedom variance

B⁄W income level 342.75 4-1=3 342.75/3=114.25
Within income level 771 16-4=12 771/12=64.25

From this table,

F = Variance between interpersonal relationships/
Variance within interpersonal relationships
114.25/64.25
Calculated value = 1.77
Tabulated value ‘F’ for 3/12 degree of freedom is 5% level significant is 3.49

INFERENCE:
The calculated value is 1.77 of F is less than the table value 3.49, hence we accept he null
hypothesis Ho at 5% level of significant and conclude that there is no relationship
between income of the customer and the time taken to invest the shares.
 Table No. 16

ANALYSIS OF CUSTOMERS RANK ON SERVICE RENDERED BY UNICON

USING
WEIGHTED AVERAGE METHOD

Weights→ RANK I RANK II RANK RANK RANK Mean Weighte Rank

------------- III VI V score d
Attributes↓ average

Timely service 25x5 36x4 28x3 41x2 20x1 455 3.03 3

Speedy 50x5 30x4 30x3 20x2 20x1 520 3.46 2
transaction
Cost effective 20x5 28x4 36x3 35x2 31x1 421 2.80 4
Brokerage 13x5 23x4 20x3 19x2 15x1 330 2.21 5
Profit 42x5 33x4 36x3 35x2 4x1 524 3.47 1

INFERENCE:
From the above table it is clear that profit is ranked first, then given to speedy transaction,
third rank to the timely services, cost effectiveness in the fourth rank and lastly for
brokerage.

Table No. 17

ANALYSIS TO FIND OUT THE RELATIONSHIP

BETWEEN THE BTST AND DISSATISFACTION

LEVEL OF THE SERVICES PROVIDED BY

Observed Expected (O-E) 2 (O-E) 2/E 2
frequency (O) frequency (E)
28 28.8 0.64 0.022
20 21.6 2.56 0.118
32 28.8 10.24 0.335
28 28.8 0.64 0.022
12 11.2 0.64 0.057
10 8.4 2.56 0.304
8 11.2 10.24 0.914
12 11.2 0.64 0.057

Σ (O-E) 2

53
= ------------------
E
= 1.849
Calculated value of X 2 = 1.849
Degree of freedom = (C-1) (r-1)
= (4-1) (2-1)
=3
The value 3 at 5% of significance the level for 5 degree of freedom = 7.815

INFERENCE:
Since the calculated value of the X 2 is less than the table value, we accept the null
hypothesis and concluded that there is no significant relation between BTST and the
dissatisfaction level of the service rendered by UNICON.

54
 FINDINGS
In the prevailing competitive environment existing in the share industry, the market
potential and promotional strategy is changing from time to time. So there is a need to
analyze the market efficiency and promotional strategy prevailing in the market
For the development of UNICON.

It is found from the study customer awareness toward UNICON in different aspects are
as follows:

1. As UNICON deals with online shares, 80% of the customers are aware of the online
shares and 20% of the respondents are not aware of online shares.

2. Maximum no. of customers got knowledge about UNICON through share brokers that
is 40%, next to that they come to know through the online advertisements that is 33% and
rest of the customers through friends and bankers.

3. Majority of the customers main objective is to invest in shares is earn high returns that
is 40%, easy liquidity around 27%, 20% of the respondents invest because of the tax-
saving rest to capital appreciation in long run. So over all result is people invest shares
only for earning high dividends and easy liquidity of cash.

4. Around 50% of the customers invest shares in the time gap within 3 months. 26.67%
of the customers feels slow operations, inaccessibility to the service centre and fund
transfer facility and 20% very few customers are dissatisfied for their delayed
correspondence.

5. The brokerage charges are highly satisfied by 40% of the customers, 26.67% says
dissatisfied, 20% are moderate and 13.33% are satisfied. Only 26.67 of the customers say
dissatisfied so almost 74% of them are satisfied with the brokerage charge.

6. 72% of the customers are satisfied with the BTST provided by the company; only few
customers that are 28% are not satisfied and said no.

7. Maximum no. of customers that is around 87% are aware of the demat account levied
by the company, very few are not aware that is 13%.

8. AMC’s absence in the company is aware to 80% of the customers and less is not aware
that is 20%.

9. Company’s SUN JAVA software used for online transaction is aware to 93% of the
customers and only few, 7% are not aware.

55
 SUGGESTIONS

From the analysis of the survey and personal observation of the customer towards the
awareness of the share and the share company UNICON. Lots of experience gained from the
survey. This will help the company to survive in the market and also improvise their market
potential in the current competitive environment. With this the company should take immediate
steps to improve the nature of the business.

From the survey;

1. Most of the customers got information about the company only through the share brokers. The
company should take necessary steps to concentrate on the advertisements. Through they are
advertising online, it is necessary to advertise in TV, radio, presses; only when they give these
kinds of advertisements they can get lots of customers. Also they have to go for boarding, which
can be viewed by everyone passing by.

2. The majority of the customers invest in shares to earn high returns in the short run. This is
facilitated through the demat account. All new issues are issued only in the demat form. The
benefits of having a demat account must be explained to the customers.

3. It was found that maximum no of customer is investing in shares after a time gap of 3 months.
The company should explain the benefits of intraday (buy today and sell today) operations
certain customers invest in shares with a long term on capital apperceptions. The benefits of
short term trading can be explained to the customers so that they may be persuaded to go in for
the same.

4. There is a favorable feedback from the customers about brokerage charges as per transactions.
This fact must be emphasized in advertisements and promotional leaflets mailed to potential
customers.

5. all the IPO’s will be issuing shares only in demat form; these details have to be explained to
the potential customers.

6. Many of the customers are not aware of my broker software. This usefulness should be
explained to them.

7. Customers with money to invest may be living in isolated areas with no proper telephone or
computer facility, the company may think of deputing relationship managers to help the
customers through proper guidance and by passing on relevant information.
 CONCLUSION

Share trading as a whole is now considered as a specific sources of investment. With the
advent of new online based trading customers are very much satisfied. Share trading industry has
reviewed up its standards once again investment centers.

It can be explicitly noted from the project that the awareness level are high with the present
youngsters and the middle-aged group which can be observed as a positive sign for the growth of
the industry. The effectiveness of the other supporting instrument
like client relationship can be further improved so that the impact will be high.

It doesn’t end at just opening the demat account but the actual implementation is considered
with the customer related services. The customer should be updated on recent trends market
news and the value of the investment that increases their satisfaction and awareness and trust on
the company.

…………………0………………….
 Bibliography
Books:
K.Aswathappa
Unicon Trainee Hand Book
Philip Kotler

Internet:

http:/www.moneycontrol.com

http:/www.uniconindia.com

http://www.google.com

http://www.nseindia.com

http://www.bseindia.com

http://www.wikipedia.org

http://www.managementhelp.org
 QUESTIONNAIRE
1. Name:

2. Age: a) 20 – 30 b) 30 – 40 c) 40 – 50 d) above 50

3. Sex: a) Male b) Female

4. Occupation: a) student b) Pubic sector c) Professional

d) Pvt. Sector employee e) Investor in stock market

5. Are you aware of online trading?

a) Yes b) No

6. What is your opinion about shares?

a) Shares offer an investment opportunity
b) Shares make earn quick profit/ gain
c) Share is a part of an investment
d) Shares offer easy liquidity

7. How did you come to know about UNICON online trading share?
a) Share broker b) Bankers c) Friends d) Online Advertisement

8. What is your objective behind investing in shares?

a) Tax saving
b) Earn high dividends
c) Easy liquidity
d) Capital appreciation in the long run

9) How much you trade?

a) Only 1500 b) 2000 c) 5000 d) 10,000 e) not yet traded

10. How frequently you invest in shares?

a) Monthly b) Every 3 months c) Every 6 months d) Others

11) How much risk can you take at a time?

a) Your whole money b) Half of money c) Depends on market
D) on particular brand only e) can’t say

12. Rank the best services provided by UNICON ltd.

Services Rank

Timely services
 Speedy transactions

Cost effective

Brokerage

Profit

13. Have you ever felt dissatisfied with any of the services of our company UNICON?
a) Slow operation b) Delayed correspondence
c) Inaccessibility to the service centre d) Fund transfer facility

14. Are you satisfied by the brokerage charges of transactions when compared to other
competitors in the market?
a) Highly satisfied b) Satisfied c) Moderate d) Dissatisfied
e) Highly dissatisfied

15. What is the level of satisfaction regarding the minimum balance compared with other
competitors?
a) Highly satisfied b) Satisfied c) Moderate d) Dissatisfied
e) Highly dissatisfied

16. Are you satisfied by the options BTST/DELIVERY (buy today sell tomorrow) provided by
the company?
a) Yes b) No

17. Are you aware of the charges for the demat account levied by UNICON?
a) Yes b) No

18. Are you aware of the absence of AMC (Annual maintenance charges) with reference to
UNICON?
a) Yes b) No

19. Are you aware of JAVA software, which is being used for the online transactions?
a) Yes b) No

20. Are you satisfied by the overall services provided by UNICON?

a) Highly satisfied b) Satisfied c) Moderate d) Dissatisfied
e) Highly dissatisfied

21. Suggestions to improve our present level of system in UNICON?

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Thank you for your valuable time
Israrul Haque.
SRM School Of Management
SRM UNIVERSITY.