“A CRITICAL STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES IN ONLINE TRADING”

AT

ANGEL BROKING LTD.BAPUNAGAR BRANCH, AHMEDABAD.

Enrollment No. 097510592006

SUBMITTED BY :

KALPEN S. SHAH

M.B.A (2009 – 2010)

SABAR INSTITUTE OF MANAGEMENT

SUBMITTED TO :

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TABLE OF CONTENT

List of Graphs, Charts & Tables…………………………………..….…03

1. Declaration………………..……………………………………………..04

2. Acknowledgment…………………………………………………….….05

3. Certificate…………………...…………………………………………..06

4. Project Report Details…………………………………………………...07

Executive Summary…………………………...............................................................…07

Industry Information..................................…...............................................................08

Company Information………………………..................................................................14

About Customer Relationship Management……………………………………….………18

Functional Area Information……………………………………………………................34

5. Research Methodology……… ………………………………………...39

Problem Definition & Statement……………………………………………………………39

Need & Importance of Research…..............................................................................41

Objective of Research………………………………………………………………………...43

Sample design…………………………………………………………………………………44

Data collection………………………………………………………………………………..45

6. Data Analysis and Interpretation………………………………………..46

7. Limitation of study……………………………………………………...72

8. Conclusion……………………………………………………………...73

9. Bibliography……………………………………………………………74

10. Appendix……………………………………………………………….75

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LIST OF GRAPHS, CHARTS & TABLES

TYPE PAGE NO.

Customer’s Association with Angel 47

Customer’s overall Experience with Angel 48

Customer’s preference regarding “Customer Service” of Angel 49

Customer’s preference regarding “Staff Knowledge” of Angel 50

Customer’s preference regarding “Response Time” of Angel 51

Customer’s preference regarding “Approachability” of Angel 52

Types of Customers regarding “Investment” 53

Customer’s awareness regarding “Online products” of Angel 54

Customer’s awareness regarding “Services” of Angel 55

Customer’s awareness regarding “Products” of Angel 56

Customer’s awareness regarding “Important numbers” of Angel 57

Customer’s awareness regarding “Training programs” of Angel 58

Customer’s “Education” Details 59

Customer’s “Occupation” Details 60

Customer’s “Annual Income” Details 61

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DECLARATION

I hereby declare that the report titled “CUSTOMER RELATIONSHIP

MANAGEMENT”(ONLINE TRADING) is a bonafide record of the Summer Project done

by me at “ANGEL BROKING LTD” , Bapunagar Branch, Ahmedabad during the period

JUNE–JULY, 2010 as a part of my MBA program at SABAR INSTITUTE OF

MANAGEMENT.

I also declare that this report has not been submitted in full or part thereof to any

University or Institution for the award of any Degree or Diploma.

Place : Ahmedabad Kalpen Shah

Date : July 17, 2010 Sabar Institute of Management

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ACKNOWLEDGMENT

An acknowledgment is an integral part of project because it expresses my heart

feelings toward all those people who helped me during the course of this project.

First, I would like to thanks my Parents because without their help and grace and

blessing I am unable to reach at this stage of my life.

I express my deep sense of gratitude towards our Principal Dr. Gajendra Samar and

our Director Mr. Pravesh Bhadviya for his immense help and valuable guidance in

conducting this Summer Training Project from its commencement to completion. And I

would also like to thank all faculties of Sabar Institute of Management without their help this

project would not have become completed.

Kalpen Shah

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PROJECT REPORT DETAILS

EXECUTIVE SUMMARY

This Project Report is based on the topic of “Customer Relationship Management”

(Online Trading). The Project Report is divided into total 10 parts. Each part is important.

The Project Report is based on Marketing so it refers the study of how to interact with the

Customers (Clients). At Angel Broking Ltd Customers are known as Clients because it

belongs to Service Industry.

My Summer internship program was for 45 days and during this period I learnt lots of

things and gathered knowledge and experience of working in an organization. I joined Angel

Broking Ltd. on 1st June 2010 as a trainee. First ten days, I was placed under the department

of Marketing where I learnt marketing skills from Marketing Executives that means how to

interact with the client etc. Then I was placed under the Dealer’s department for rest of days

in which the work of “Link Updating” for online clients has been assigned to me. I had to

update the Link of Online clients who have forgot their Login Password. Then I have been

assigned the work of “RTGS” activation in which I had to convince the client for activation

of “RTGS” facility. Then I have been assigned the data of clients who are inactive for last

six months that means the trade is not done by them for last six months in which I have to ask

the reason that why are not trade for last six months etc.

During my Summer internship program I had experienced about actual working in an

organization. In an organization the major influence is on Human Resource Management.

Every member of each department has to play important role to improve the efficiency of the

organization.

At Angel Broking Ltd. I had observed that the main decision is taken by the top

management however different concerned department plays a major role in influencing the

decision.

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INDUSTRY INFORMATION

.HISTORY OF STOCK MARKET.

Stock Market began in 12th century in France when Courratiers de change started

managing and regulating agricultural communities' debts on behalf of banks. The Courratiers

de change were essentially the first brokers.

The hub of Trading had moved to Antwerp by the 1300s under the Van der Beurze

family. Their home was the primary place of trading. News soon spread that the Van der

Beurze was the place to go for all of the Flanders business.

The major commercial center in Venice got into the act in the mid 1300s. The first

laws regarding insider trading developed here when, in 1361, the Venetian government

outlawed the spreading of rumors intend to lower the price of government funds. Stock

markets developed in Italy in Pisa, Verona, Genoa and Florence by the 1400s.

The Dutch began offering joint stock companies in the late 1500s. By 1602, the Dutch

East India Company issued their first share on the Amsterdam Exchange which was the first

company to offer stocks and bonds. The Dutch East India Company would go on to explore

and colonize much of the world.

Many other developments that we now consider common developed on the

Amsterdam exchange around that time including continuous trade, short selling, option

trading, debt-equity swaps, merchant banking, unit trusts, and other such speculative

instruments.

Today, stock markets exist in every developed country and many developing ones.

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.HISTORY OF INDIAN STOCK MARKET.

Security market has essentially three categories of participants namely 1. Issuer of the

securities 2. Investor of the securities and 3. Intermediaries and two categories of products

namely 1. Service of the intermediaries and 2. Securities including derivatives. The Security

market has two inter dependent and inseparable segments namely 1. Primary Market and

2. Secondary market. Bombay Stock Exchange and National Stock Exchange are two main

leading Stock Exchanges in India.

Bombay Stock Exchange (BSE) :

The Bombay Stock Exchange formerly The Stock Exchange, Mumbai popularly called The Bombay Stock Exchange (BSE) is the oldest stock exchange in Asia. It is located at Dalal street, Mumbai, India.

Bombay Stock Exchange was established in 1875. There are around 3500 Indian companies listed with the Stock Exchange and has a significant trading volume.

As of October 2006, the market capitalization of the BSE was about Rs. 33.4 trillion (U.S $ 730 billion). The BSE SENSEX (SENSitive indEX) also called the BSE 30 is a widely used market index in India and Asia. As of 2005, it is among the five biggest stock exchanges in the world in terms of transactions volume.

An Informal group of 22 stockbrokers began trading under a “Banyan tree” opposite the Town Hall of Bombay from the mid 1850s, each investing a amount of Rs. 1. The “Banyan tree” still exist in the “Horniman Circle Park”, Mumbai.

In 1875, Brokers organized an association known as the Native Share Brokers Association and the country’s first Stock Exchange Bombay Stock Exchang (BSE) set up in Mumbai with 318 members. The membership fee gradually increased from Rs. 1 in 1887 to Rs. 1000 in 1896 and Rs. 48000 in 1920.

In 1986, The BSE came out with 30 share Sensitivity Index that subsequently became the ‘Barometer’ of the Stock market of India which is updated every two minutes.

In 1995, BSE has launched an Electronic (E – Trading) system named BOLT, the BSE Online Trading System.

In 2005 the status of the exchange changed from an Association of Persons (AOP) to a full fledged Corporation under the BSE (Corporatization and Demutualization) Scheme, 2005 and its name was changed to the Bombay Stock Exchange Ltd.

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The Scripts traded on BSE have been classified into the following :

A - Large capitalization, Profitable, Reliable, High-liquid companies.

B - Mid capitalization, Reliable, High-liquid companies

B2 - Mid capitalization, Moderate liquid companies

T - Trade to Trade companies, Low liquid companies

S - Not reliable, Low liquid companies

Z - Blacklist companies

National Stock Exchange (NSE) :

National Stock Exchange (NSE) established in the mid 1990s as a demutualised electronic exchange by leading Indian financial institutions offers trading, clearing and settlement services in a range of products covering Equity, Debt and Equity Derivatives. It is India’s largest and ranking third globally by number of trades in the Equity market.

In the fast growing Indian financial market, there are 23 stock exchanges trading securities. The National Stock Exchange of India (NSE) is the largest and most advanced exchange with 1000+ companies listed and 726 trading members.

NSE is mutually owned by a set of leading Financial Institutions, Banks, Insurance companies and other Financial Intermediaries in India but its ownership and management as separate entities.

The National Stock Exchange (NSE) provides its clients with a single fully electronic trading platform that is operated through VSAT network. Unlike most world exchanges, the NSE uses the satellite communication system that connects traders from 345 Indian cities. The advanced technologies enable upto 6 million trades to be operated daily on the NSE trading platform.

In 1998, the National Stock Exchange of India launched its website and was the first exchange in India that started trading stock on the Internet in 2000. The NSE has also proved its leadership in the Indian financial market by gaining many awards such as “Best IT usage Award” by Computer Society in India in 1996 and 1997 and also “CHIP Web Award” by CHIP magazine in 1999.

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.DEVELOPMENT OF ANGEL BROKING LTD..

Angel envisages its current growth rate of 100% to continue over the next two years

and has an aggressive retail expansion plan to reach smaller cities and widen its client base.

Including a variety of innovative products & services to suit investor needs.

The company’s growth plans have also gathered greater momentum with the recent

investment of Rs. 152 crores by the International Financial Corporation (IFC) in Angel

Global Capital Pvt. Ltd., the holding company of the Angel Group. This is the first time that

IFC, the private investment arm of the World Bank has invested in the equity broking &

wealth management space in India.

The commitment to provide world – broking services to the Indian investors and a

customer – centric work culture has led to several innovations in the areas of Technology,

Quality management, and HR processes, giving Angel Broking a unique work – culture and

an edge over other players in the industry. Clients value Angel for its strong research – led

investment idea, superior client servicing track record and exceptional execution skills.

While others measure their performance against the competition, the people at Angel

Broking compete within themselves, setting up their own personal challenges to exceed past

performances. Angel’s core strength lies in perfectly understanding the needs of its retail

investors as well as those of business partners, and working in tandem with them to achieve

the Corporate Vision.

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.MAJOR PLAYERS.

Angel Broking Limited

Reliance Securities Limited

Motilal Oswal Securities Limited

Religare Securities Limited

SMC Global Securities Limited

Bonanza Portfolio Limited

Kotak Securities Limited

Marwadi Shares & Finance Limited

Sushil Financial Services Private Limited

Anand Rathi Financial Services Limited

Nirmal Bang Securities Private Limited

K I FS Securities Private Limited

Emkay Global Financial Services Limited

Apollo Sindhoori Capital Investments Limited

.ANALYSIS.12

Company Name Terminals Sub Brokers

No. of Employees

No. of Offices

Angel Broking Ltd. 12322 3277 5919 141

Reliance Securities Ltd. 5101 2210 3024 270

Motilal Oswal SecuritiesLtd. 8629 1757 1686 1533

Religare Securities Ltd. 10986 1582 4726 1709

SMC Global Securities Ltd. 5542 1038 2422 1325

Bonanza Portfolio Ltd. 4405 988 2133 986

Kotak Securities Limited 4322 839 3384 297

Marwadi Shares & Finance Ltd 3538 623 1075 72

Sushil Financial Services Ltd. 2924 567 300 11

Anand Rathi Fin. Services Ltd. 4134 558 3421 800

Nirmal Bang Secu. Pvt. Ltd. 990 550 550 255

K I FS Securities Private Ltd. 2218 534 604 763

Emkay Global Fin. Service Ltd 2370 452 815 360

Apollo Sindhoori Cap. Inv. Ltd 1520 439 1166 810

COMPANY INFORMATION

.HISTORY OF ANGEL BROKING LTD.

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Angel Broking’s tryst with excellence in customer relations began more than 20

years ago. Today, Angel has emerged as a premium Indian Stock-broking and wealth

management house, with an absolute focus on retail, and a commitment to provide ‘Real

Value for Money’ to all its clients.

The Angel group is a member of a the Bombay Stock Exchange (BSE), National

Stock Exchange (NSE) and the two leading Commodity Exchanges in the country i.e

NCDEX & MCX. Angel Broking is also registered as a Depository Participant with CDSL.

The group is promoted by Mr. Dinesh Thakkar, who started this business as a sub-

broker in 1987 with a team of 3. Today the angel group is managed by a team of 1937 direct

employees and has a nation wide network comprising of 12 Regional hubs, 64 branches and

2759 sub brokers & business associates. Angel is 100% focused on retail stock broking

business unlike any other larger national broking house. The group currently services more

than 226030 retail clients.

Angel habitually generates value added features without the cost burden being passed

on to the clients as they strongly believe that better understanding of client’s needs and wants

is their top priority. Their e-broking facility is one such effort, which gives the client a

platform to access state of the art trading facility at the click of a button.

Angel has always strived for delivering customer delight and developing strong long

term bonds with its clients as well as channel partners. Angel thrives on a vision to introduce

new and innovative products and services constantly. Moreover, Angel has been among the

pioneers to introduce the latest technological innovations and integrate them efficiently

within its business.

.Company’s Profile..

Name of the Company : ANGEL BROKING LTD.

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Registered Office : G-1, Akruti Trade Centre,

Road No. 7, MIDC Marol,

Andheri (E),

Mumbai – 400 093

Branch Office : ANGEL BROKING LTD.

A – 35, Shakti Dhara Society,

Opp. Sukh Sagar Complex,

Tolnaka, Bapunagar.

Form of Organization : Private Sector

Promoter : Mr. Dinesh Thakkar

Accounting Year : 1st April to 31st March

Angel Group Companies : - Angel Broking Ltd.

(Member on the BSE Depository Participant with CDSL)

- Angel Capital & Debt Market Ltd.

(Membership on the NSE Cash and F&O Segment)

- Angel Commodities Broking Ltd.

(Member on the NCDEX & MCX)

- Angel Securities Ltd.

(Member on the BSE)

- Angel Infin Pvt. Ltd.

(NBFC registered with RBI)

- Mimansa Systems Pvt. Ltd.

(For Software Development)

. Vision of Angelll

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To provide best value for money to investors through innovative products,

trading/investment strategies, state of the art technology and personalized service.

. Main Business Activities of Angelll

Stock Broking

Derivatives Trading

Online Trading

Wholesale debt market operations

Depository services with CDSL

Fundamental Research Services

Technical Research Services

IPO Distribution and Advisory

Mutual Fund Distribution and Advisory

Commodities Trading

..Angel’s Motto..

To have complete harmony between quality – in – process and continuous

improvement to deliver exceptional service that will delight Angel’s Customers and Clients.

..Angel’s Quality Assurance Policy..

Angel are committed to providing world class products and services which exceed the

expectations of Angel’s customers, achieved by teamwork and a process of continuous

improvement.

.CURRENT POSITION.

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Angel Broking Ltd. is now at the 3rd position among of all other its competitors in

India. Angel Broking bags the coveted ‘Major Volume Driver’ Award by BSE for 2008-09.

Angel Broking wins two prestigious awards for ‘Broking House with Largest Distribution

Network’ and ‘Best Retail Broking House’ at Dun & Bradstreet Equity Broking Awards.

Angel Broking crosses 5,00,000+ mark in unique trading accounts.

Angel Broking augments its business with Insurance Distribution in alliance

with ‘Birla Sun Life’.

Angel Broking expands its network by creating 2500+ Business Associates. Right

now Angel Broking is also in the business of Mutual Funds, Portfolio Management Services,

Initial Public Offerings, Angel Gold, Insurance etc.

..Achievements of Angel..

October, 2009 : Angel Broking bags the coveted ‘Major Volume Driver’ award for

the year 2008 – 09.

May, 2009 : Angel Broking wins two prestigious awards for ‘Broking House withLargest Distribution Network’ and ‘Best Retail Broking House’ at Dun& Bradstreet Equity Broking Awards.

August, 2008 : Angel Broking crosses 5,00,000 mark in unique trading accounts.

November, 2008 : Angel Broking wins the esteemed ‘Major Volume Driver’ award byBSE for 2007 – 2008.

November, 2007 : Angel Broking augments its business with introduction of Insurance Distribution in alliance with Birla Sun Life.

November, 2007 : Angel Broking wins the honored ‘Major Volume Driver’ award byBSE for 2006 – 2007.

September, 2006 : Angel Broking commences distribution of Mutual Funds and IPOs.

July, 2006 : Angel Broking launches portfolio management services (PMS).

.CUSTOMER RELATIONSHIP MANAGEMENT.

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..Introduction..

Customer Relationship Management (CRM) has become a strategic initiative in most

companies today. This is due to several reasons. First, growth of the service sector industries

such as mobile phones, financial services and airlines, require integration of pre-sales, sales

and post-sale customer support. Also, there is a direct on-going relationship between

customers and the company especially in those service industries which are utility in nature:

customer makes a choice in the beginning of a relationship and continues to give patronage

so long as the company meets or exceeds customer’s changing expectations. While the

customer can terminate the relationship , however it is less likely. This provides the

opportunity to conceptualize and calculate the lifetime value of a customer and a customer

and even encourage the marketer to think of long term investment in addition to short term

promotion and pricing campaigns.

A second reason for the popularity of CRM is affordable advances of digital

technology. The cost of data storage and processing has been sharply declining. At the same

time, we have new alternative devices to personal computers to communicate, interact and

transact with customers. This includes mobile phones and the internet.

A third reason for the rapid growth of CRM is the shift among companies from

market share to share of wallet. In other words, since most companies offer multiple

products or services, they have discovered that the total potential of a customer is great per

transaction as well as our recurring encounters by selling multiple products and services

through cross sell, up sell and bundling by packaged offerings.

..Definition..

“CRM is a business strategy that aims to understand/appreciate, manage and personalize the needs of an organization’s current and potential customers.”

- PWC Consulting

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“CRM is a business strategy that applies to every organization. It means working with customers such that they receive great service and are motivated to return again and again to do more business with the company.”

- Bob Thompson

..Meaning..

Customer Relationship Management is a comprehensive strategy and process of

acquiring, retaining, and partnering with selective customers to create superior value for the

company and the customer. It involves the integration of marketing, sales, customer service,

and the supply chain functions of organization to achieve greater efficiencies and

effectiveness in delivering customer value.

..Scopee

CRM has been spoken of and understood in various forms in the last few years. The

subject and practice has meant different things to different people. To a vast majority it

stands for an IT capability for facilitating relationship management. To some it is a ‘contact

center’ for managing relationship with customers through telephone/email/web/mail etc.

Others view it as ‘relationship marketing’ and still others consider it as ‘post sales’

management of customers.

CRM is all this and more. CRM aims to look at all aspects that

will enable an organizations capability to manage and nurture its 1:1 relationship with its

customers. Even when applied within a known commercial framework, the CRM principles

can yield the same level of effectiveness in meeting the desired output in line with objectives

of the constituencies involved.

When people ask what CRM is the literal answer is “Customer Relationship

Management” but that does not really convey much of what all CRM does for a business.

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. Functionss

Even though CRM stands for customer relationship management there is more to this

system than the name suggests. To understand how this system can benefit your

organization, it is first important to understand the many functions that are connected to it.

Customer Relationship Management is not a linear term, not matter what the name may

indicate. Generally CRM functions could include :

Sales : Lead/Prospect generation, Qualification, Distribution, Tracking, Analysis, Reporting,

Meeting Planning, Proposal generation and support, Competitive analysis. Power your sales

team with CRM that have functionalities of sales module. The sales team can manage leads

and keep track of the communication with prospects, referrals and customers.

Marketing : Campaign management, Literature fulfillment, Marketing penetration.

Marketing is one of the major module and it functions in CRM functions.

Services : After marketing and selling the product your company must have a very good

customer services team. CRM should have a good services module which can help the

customers services department. They should be able to manage service contracts, tracking

individual cases and recording information in a search able knowledge baded.

CRM deals with the many interactions a company will have with their customers. The

central goal of this system is to improve the relationship that a company has with its

customers, and the goal of doing this is to increase profits and become more competitive. It

is important to avoid placing too much importance on the price of the product. This will not

be easy once you begin shopping for CRM systems, sense they tend to be quite expensive.

The features that all companies will want to look for in CRM systems is integrity,

adaptability, and system that is user friendly. It is also important for a company to set specific

goals and strategies they can use to achieve them. Once this has been done, they can look for

a CRM product that can suit their needs. It should be a program that has a number of

advanced customer service features built in.

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..Angel’s CRM Policy..

“CUSTOMER IS KING”

“ A Customer is the most important visitor on our premises. He is not dependant on

us, but we are dependent on him. He is not an interruption in our work. He is the purpose of

it. He is not an advisor in our business. He is part of it. We are not doing him a favor by

serving us an opportunity to do so”.

Working towards customers ease, Angel offer truly personalized service, backed by state of the art information technology and CRM practices. A highly process driven customer centric approach, empowered by excellent research inputs, provides you an edge Angel’s investment decisions. Angel’s wide network ensures easy accessibility, while the highly skilled and dedicated customer relationship team ensures a smooth trading experience.

Angel broking takes pride in the professional quality of its work and in its ability to delight its clients by surpassing their expectations. Operations, Information technology and Human resources are all integrated into CRM and are strategic functions at angel.

At angel, it is not just an enabler but the business back bone. Angel has always been a pioneer at adopting innovations and advanced technologies, which enable clients to avail top of the value chain services.

The HR function is integrated with business development at Angel. Angel considers its people to be its biggest asset and practices a Meritocracy-led performance mgt. culture. A series of people development and people engagement programs are continually initiated to align employees’ personal and professional goals with the corporate vision.

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VCRM Model By Jagdish N. Sheth..

The CRM Formation Process :

The formation process of CRM refers to the decisions regarding initiation of relational

activities for a firm with respect to a specific group of customers or to an individual customer

with whom the company wishes to engage in a cooperative or collaborative relationship.

Hence, it is important that a company be able to identify and differentiate individual

customers. In the formation process, there are three important decision areas: defining the

purpose of engaging in CRM; selecting parties for appropriate CRM programs; and

developing programs for relationship engagement with the customer.

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VCRM Model By Howard Sheth..

23

VManagement Information System of Angel Broking Ltd...

For maintaining effective Customer Relationship it is important to have a strong

Management Information System in every organization. At Angel Broking employees takes

care of their customers by the way of :

Simplified communication

Consistent messaging

Measuring stakeholder connect

Angel has enable employees to understand and identify with the Corporate Vision,

Business Philosophy, Value system & CRM policy. Angel really takes care of three persons

i.e Employee, Business Associates and Customers. Angel’s business is People centric.

Decisions are taken by operating level Angels to deliver Better customer expectations. There

are following Online browser based programs for employee engagement :

Pragati – Angel’s contributing with new ideas and suggestions for process improvements

Allure – Angel’s News Letter

Harmony – Angel’s Lifeline. Meritocracy based Performance Management system

Social Networking – Angel Dhamaal, Red Tag Day, Cricket, Picnics, Festivals

VData base Management System of Angel Broking Ltd...

First, the the information of new clients are stored at local branch in raw data form in

excel sheet. Then KYC (Know your Client) form is mailed to CSO (Central Support Office)

from regional office. CSO organized data in Client Master which can be accessible by local

branch of Angel. Client Master is a online software in which all the information of customer

is existed. One can not access Client Master without valid Password Because it contains

confidential information of customers.

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.PRODUCTS & SERVICES.

Equities

Commodities

Currency Trading

E – Broking

Portfolio Management Services

Life Insurance

Mutual Funds

Derivatives

NRI Services

Depository Services

IPO

Investment Advisory

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..Equities :..

Investing in shares or stock market is inarguably the best route to long-term wealth

accumulation. Hence, it is more appropriate to take help of an experienced and trustworthy

expert who will guide you as to when, where and how to invest.

Angel provides guidance in the exciting world of stock market with suitable trading solutions

and value-added tools and services to enhance your trading experience.

Online Trading

Three different online products tailored for traders & investors

Customized single screen Market Watch for multiple exchanges

Real-time rates

Flash news & intra-day calls

Intra-day & historical charts with technical tools

Online research

E-broking & back-office software training

Quality Research

Wide range of daily, weekly and special Research reports

Expert Sector Analysts with professional industry experience

Advisory

Real-time market information with News updates

Investment Advisory services

Dedicated Relationship Managers

Portfolio Management Services

Support

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24x7 Web-enabled Back Office

Centralized Help Desk

Live Chat support system

.. Commodities :..

Commodities Derivative market has emerged as a new avenue for investors to create

wealth. Today, Commodities have evolved as the next best option after stocks and bonds for

diversifying the portfolio. Based on the fundamentals of demand and supply, Commodities

form a separate asset class offering investors, arbitrageurs and speculators immense potential

to earn returns. Angel aims to harness the immense potential of the Commodities market by

providing you a simple yet effective interface, research and knowledge.

The Angel Advantage

Angel provides user-friendly online platforms for commodity trading in the leading

commodity exchanges.

Online Trading

Three different online products tailored for traders & investors

Single screen customized Market-Watch for MCX & NCDEX with BSE & NSE

Streaming quotes

Top quality Research

In house research on more than 25 commodities

Highly skilled Analysts with professional industry experience

Daily, Weekly and Monthly Research Reports

Pro-active Relationship Management27

Active advisory desk

Efficient & nationwide network

Seminars, workshops and investment camps for investors

.. Currency Trading :..

The global increase in trade and foreign investments has led to inter-connection of

many national economies. This and the resulting fluctuations in exchange rates, has created a

huge international market for Forex rendering investors another exciting avenue for trading.

The Forex market offers unmatched potential for profitable trading in any market condition

or any stage of the business cycle.

The Angel Advantage

Low Commissions: Brokerage fees are very low as the market is highly competitive.

No Middlemen : Futures/Options currency trading does away with the middleman and

allows clients to interact directly on the exchange platform.

Standardized Lot Size : In the futures markets, exchanges determine lot or contract

sizes which are fixed in nature. This allows traders to trade in multiple lots.

Low Transaction Cost : The retail transaction cost (the bid/ask spread) is typically less

than 0.1% under normal market conditions. In large deals, the spread could be as low

as 0.07%.

Instant Transactions:This is a very advantageous by-product of high liquidity.

Low Margin, High Leverage: These factors increase the potential for higher profits

(and losses).

Online Access: The big boom in Forex came with the advent of online trading

platforms.

Interbank Market: The backbone of the Forex market consists of a global network of

dealers. They are mainly major commercial banks that communicate and trade with

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one another and with their clients through electronic networks and by telephone.

There is no organized exchange to serve as a central location to facilitate transactions

the way the New York Stock Exchange serves the equity markets. The Forex market

operates in a manner similar to that of the NASDAQ market in the United States.

Thus, it is also referred to as an over-the counter (OTC) market.

Limited Regulation: There is limited governmental influence via regulation in the

Forex markets, primarily because there is no centralized location or exchange.

.. E - Broking :..

Angel’s E – Broking services are specially designed for net – savvy traders and

investors who prefer operating from their home or office, through the internet. You can

access three different E – Broking platforms, each one tailored to meet different needs :

1. Angel Investor :

Browser – based platform for investors – simple as internet surfing

Static Quotes refreshed

Works behind firewalls

MCX Currency

2. Angel Trade :

Browser – based platform for active investors & traders

Real – time quotes

Multiple exchanges – BSE, NSE, F&O, MCX & NCDEX – on a single screen

MCX Currency

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3. Angel Diet :

Application – based, ideal for day traders

Streaming quotes for continuous rates refresh

Speedy execution of trade

BSE, NSE, F&O, MCX & NCDEX – on a single screen

MCX Currency

.. Portfolio Management Services (PMS) :..

Portfolio Management Service is a highly customized service offering a range of

investment options best suited in the current market scenario. Angel offers professional

Portfolio Management Service (PMS) to HNI’s who seek customized solutions to realize

their investment goals. Our Portfolio Managers are equipped to design an investment

portfolio across various investment avenues like Equities, Fixed Deposits, Bonds etc. in sync

with your unique needs.

Approach to PMS

Risk Profiling

Research & Asset Allocation

Stock Selection

Review & Rebalancing

30

Angel, with years of experience and research expertise, offers the best in class Portfolio

Management Services.

Benefits at Angel

Investment in companies that have a strong competitive advantage over their peers

Well laid-out investment philosophy

Pro-active management of funds

Dedicated Relationship Manager

Quarterly newsletter from fund management team

Committed parentage

.. Life Insurance :..

Ensure your family’s well-being by securing their future with a life insurance policy.

No financial planning is complete without life insurance. Angel offers an array of life

insurance products like Term Plans, Endowment Plans, Money back Plans, Children Life

Insurance Plans and ULIP Plans to meet your individual insurance requirements.

The Angel Advantage

Low and affordable Premium with maximum life cover

Assistance at your doorstep

Tailor made plans to suit your financial needs

Help desk for all your queries

31

Hassle free and transparent dealings

.. Mutual Funds :..

Investing in a Mutual fund is an excellent way of diversifying risk as well as portfolio.

Angel presents its Mutual fund services that strive to meet all your mutual fund investment

needs. We have a wide spectrum of investment schemes from all top mutual fund houses.

The Angel Advantage

Pan India presence

Online and offline transaction facility

Schemes from all major fund houses

Latest MF News and Fund Manager views

Latest New Fund Offers (NFO)

Dedicated Customer Help desk

24x7 Web-enabled Client Back Office

.. Derivatives :..

The derivative segment is a highly lucrative market that gives investors an

opportunity to earn superlative profits (or losses) by paying a nominal amount of margin.

Over past few years, Future & Options segment has emerged as a popular medium for trading

in financial markets. Future contracts are available on Equities, Indices, Currency and

Commodities.

Angel with its membership as Trading and Clearing Member of NSE F&O Segment

32

and BSE Derivatives Segment, provides you a gateway to the exciting world of derivative

market.

.. Depository Services :..

Enjoy the dual benefits of trading and depository services under one roof and

experience efficient, risk-free and prompt depository service. Angel is registered as a

Depository Participant with CDSL. We are also a member of the Bombay Stock Exchange

(BSE), National Stock Exchange (NSE) and the two leading Commodity Exchanges in the

country–NCDEX & MCX.

The Angel Advantage

Automated pay-in facility

Access information – Anytime, Anywhere

Quarterly demat statements with valuation

Statements on demand

View Demat A/C statement online

Competitive transaction charges

.MARKET COVERAGE.

. Product & Service Details And Portfolio.

Reports :

Market Outlook at 9:15 a.m

Technical Report at 6:00 p.m

Derivative Analysis Report at 9:15

33

Fundamental Research Services :

The Sunday Weekly Report

The Industry Watch

Stock Analysis

Flash News

Technical Research Service :

Nifty Tracker

Online Chart

Intraday Calls

Position Calls

Derivative Strategies

Futures Calls

FUNCTIONAL AREA INFORMATION

.MARKETING DEPARTMENT STUDY.

5 Ps For Angel Products :

1. Product – Features of Angel Products

2. Positioning – USP, Product Segment, Target Customers

34

3. Packaging – Marketing Material, Client Benefits

4. Placement – Distribution Channel, Marketing Strategies

5. Promotion – Activities to be carried out

1. Product :

A premium service for clients who needs professional guidance on investments.

Brokerage of 0.03p. for intra day and 0.30p. for delivery based trading.

50% sharing of brokerage in case of Sub-broker’s clients.

AMC – Rs. 300.

Shares can be kept in Angel pool or can be transferred to the respective DP accounts.

Intimation regarding transaction will be given to clients by evening of the day of

transaction.

Profits can be redeemed or re-investing based on client’s wish.

Existing client account can be used for Angel Products.

Clients can do there own transactions in the same account as well.

Periodic meetings will be held in the branches.

2. Positioning :

Angel Products are positioned as an equity investment option for all those investors

who aims for realistic return from equity as an asset class.

It is for the investors who wishes to seek professional advice for their investments.

Unique selling Preposition (USP) :

A strong team of 11 sector specific analysts headed by Research director guiding the

investments.

A low cost solution for investing.

Product Segment :

Angel Products are for the people who fall in middle class – higher middle class

section of the society.35

People who are not risk averse and can understand the return benefits vis-à-vis

calculated risk taken.

People who are new entrant to the equity markets.

Target Customers :

Young professionals.

Middle aged professionals considering traditional ways of investing FDs, PPF, Gold,

Bonds, etc.

Small scale businessmen who are not risk averse and will understand the importance

of reasonable returns.

Retired people who have taken hefty VRS or has savings of which 20-25% can be

invested in equities.

3. Packaging :

A Client of Angel Product will be regularly updated about the stocks and there

performance by Advisory department.

Monthly newsletter will be issued by the Desk and Regular meetings also will be

conducted at the branches.

A marketing kit will have Angel Products broacher, performance report FAQs,

Consent letter and KYC forms.

4. Placement :

Distribution Channel :

Bright marketing persons should be used for this product.

Product training along with some investment ideas will be provided to personnel.

Existing B2C as well as B2B channels can be explored.

Proper data mining and segmentation should be the basis of marketing.

36

Marketing Strategies :

The primary marketing strategy for all products is low brokerage charges.

Low cost is the basis for attracting the customers.

Another marketing strategy is the corporate scheme of Angel which does not charge

any fees for opening trading account if there are more than 10 persons opening

account in a group.

5. Promotion :

Fundamental workshops to be conducted at the branch on weekends.

Promotional activities such as stalls and exhibitions to be held at select housing

colonies, clubs and companies.

Free SMS service. Here a client will receive our fundamental calls free of cost for a

limited period.

Distribution of Angel Pamphlets to target customers.

Attracting the customers through Canopy marketing.

Promotional activities are also carried out through Investor Camp.

.MANAGEMENT.

1. Mr. Dinesh Thakkar - Founder, Chairman & Managing Director

2. Mr. Lalit Thakkar - Director – Research

3. Mr. Amit Majumdar - Chief Strategy Officer

37

4. Mr. Sachin Joshi - Executive Director & CFO

5. Mr. Vinay Agrawal - Executive Director (Equity Broking)

6. Mr. Nikhil Daxini - Executive Director (Sales & Marketing)

7. Mr. Mudit Kulshrestha - Executive Director (Business Intelligence & Analytics)

8. Mr. Shantanu Shyam - Executive Director (Operations)

9. Mr. Ketan Shah - Associate Director (Information Technology)

10. Ms. Pinki Kothari - Associate Director (Sales & Marketing)

11. Mr. Navin Mathur - Associate Director (Commodities & Currencies)

.ORGANIZATIONAL STRUCTURE.

REGIONAL HEAD

REGIONAL MANAGER38

BRANCH MANAGER

RELATIONSHIP MANAGER

RELATIONSHIP MANAGER TEAM LEADER

BACK – OFFICE DEALERS MARKETING EXECUTIVES

RESEARCH METHODOLOGY

This research has been conducted to find out the present and the future scenario

of Online Trading. In the past, investors had no option but to contact their broker to get real

time access to market data. But now with the concept of Online Trading, it is possible to

get real time data online without the need of contacting broker. In e-Broking system, the

software is directly made available to the end-user and he/she can access real time data

immediately.

39

For any researcher the research methodology is the most important criteria to decide

before the actual research process starts. There are many methods for conducting research.

The design of a research is a plan or a model that helps researcher to conduct a formal

investigation and survey. It is an application of methods and procedures for acquiring the

information needs for getting a desire out come. It decides the sources of data and methods

for gathering data. A good design insures that the information obtained is relevant to the

research question and that it was collected by objectives. Since, research design is simply the

frame work or plan for a study. It is a blue print that of a house devised by an architect. My

approach to research is descriptive and quite specific.

Out of various research methods the research method, which was most suitable to my

research, was Exploratory Research because it provides me all the opportunities to cover the

all the aspect that I require to conduct the research and get an appropriate out come.

PROBLEM DEFINITION & STATEMENT

Generally every company has problem from its competitors likewise Angel Broking

has problem has problem from its competitors. Angel Broking’s service charges are little

high because of its service quality compared to its competitors but customers don’t know this

thing and moving towards its competitors because of little low service charges.

40

If we talk about the from the Customers point of view and specifically for Online

Clients, they mainly face the problem of forgetting their online trading password. Some

clients don’t give much time for online trading because of their personal reasons and in result

they forgot their login password. So it can be concluded that one of the problem for online

clients is ‘password forgetting’.

NEED & IMPORTANCE OF RESEARCH

.NEED OF RESERCH.

Research may be defined as a documented prose work. Documented prose work

means organized analysis of the subject based on borrowed materials with suitable

acknowledgement and consultation in the main body of the paper. Research in management

41

is particularly important to find out different phenomena. At the outset we should distinguish

between research in different areas. Management research comes within the preview of

social science research and there are other different types of research which broadly fall into

the category of physical science research. Carrying out research in social science subjects,

i.e., Commerce, Management, Economics, Sociology, etc. is basically different from Physical

Science because here we need to study the society based on certain trends and for this the

laboratory is the society.

In Marketing survey we have different areas of research like marketing policy

which involves pricing, advertising service, channels of distribution, product research, etc.

Product research helps us to find out the changing consumer’s requirements by carrying out

survey. Improvement and use value of the present product may be carried out, as also in

packaging, based on consumer’s preferences. Marketing research as we all know, is

primarily initiated to find out the market potentially of a particular company. With the help

of economic and sales forecasts and with the help of the survey of consumers or the potential

consumers of the society at large, a company can take suitable decisions on expansion or

design, or outline their production process exactly coping with the requirements. Unless a

company is undertaking suitable marketing research it will definitely suffer in the long run.

As we all know, no company can afford to remain in a static product or system indefinitely.

Thus, a prospective research on management gets immense scope to investigate into

three functional areas of management. i.e., Finance, Production and Marketing.

.IMPORTANCE OF RESERCH.

The role of research has greatly increased in the field of business and economy as a

whole. The study of research methods provides you with the knowledge and skills you need

to solve the problems and meet the challenges of today’s modern pace of development.

Three factors stimulate the interest in a scientific research to decision making :

42

1. The manager’s increased need for more and better information.

2. The availability of improved techniques and tools to meet this need.

3. The resulting information overload.

Marketing research is the link between the manufacturer and the consumer and the means

of providing consumer – orientation in all aspects of the marketing function. It is the

instrument of obtaining the knowledge about the market and the consumer through objective

methods which guard against the manufacturer’s subjective bias.

Research methodology is an essential prerequisite for consumer – oriented marketing.

It is necessary for developing the marketing strategy where in factors under the control of the

organization, viz., economic environment, competitor and laws of land.

Research in India can still be said to be in the growing phase. Although there is an

enormous interest evinced in research by our business, they are not as yes completely sold on

its value of or as an aid to marketing. This is partly due to the fact that in India, many

product groups are still enjoying a seller’s market and consequently management is

preoccupied with problems relating to production and raw materials.

It is important for businessmen to realize that no product can have a seller’s market in

perpetuity, particularly in a developing economy. When the reversal occurs, the

manufacturer who has kept in touch with the consumer all through and practiced consumer

oriented approach will reap the rewards Further, it should be realized that research increase

the efficiency of marketing efforts, reduces wastage and thereby pays.

OBJECTIVE OF RESEARCH

There must be an objective behind any research. Without objective there is no

meaning of research. The purpose of research is to discover answers to questions through the

application of scientific procedures. The objective of research is to find out answers to

questions through the application of systematic and scientific way. The main aim of research

43

is to find out the truth which is hidden and which has not been discovered yet. As each

research has some or the other objectives the following are the objectives of this research :

The primary objective is to find the present and the future scenario of Online trading.

To find the awareness of online trading.

To find the feature of online trading which can convert the offline traders to online

trading.

To identify potential customers.

SAMPLE DESIGN

In carrying out a survey relating to the research, we should first select the problem

and study its implications n different areas. Selection of the research problem, as has already

been stated, should be in line with the researcher’s interest, chain of thinking and existing

research in the same area and should have some direct utility. What is most important in

selecting a research problem is that the research topic should be within manageable limits.44

Secondly, the topic should have practical feasibility. To study feasibility, what is

important is to prepare a preliminary abstract on the research topic. Since this chapter is

intended to acquaint the readers with survey procedure.

The Sample Design taken here is “Non-Probability Convenience based Sampling”.

DATA COLLECTION

The task of data collection begins after a research problem has been defined and

research design/plan chalked out. While designing about the method of data collection to be

used for the study, the researcher should keep in mind two types of data.

There are mainly two sources of data

45

1. Secondary Data

2. Primary Data

1. Secondary Data :

When data are collected & compiled in a published nature, it is called secondary data.

So far as this research is concerned Internet and the company brochures and pamphlets have

been referred to.

I obtained Secondary Data mainly from Company brochures, Websites, Research

reports and Project reports.

2. Primary Data :

The data, which are collected for the first time, directly from the respondents to the

base of knowledge & belief of the research, are called primary data. The normal procedure is

to interview some people individually or in a group to get a sense of how people feel about

the topic. So far as this research is concerned, primary data is the main source of

information. The data collected is through questionnaire & information provided by the

respondent.

I got Primary Data required for my project from Mr. Mitesh Khandelwal (Branch

Manager), Marketing Executives, Dealers and Online clients of Angel Broking Ltd.

. Mode of Data Collection.

The information is collected by Personal visit and Tele calling.

DATA ANALYSIS AND INTERPRETATION

There are lots of players in the market including number of broker and sub brokers in

the market. In this technological era each player in this industry takes the maximum benefit

of technical aspects by means of e-broking i.e. e-trading. The study may not include the sub

46

brokers as for the sake of convenience; restricted my survey taking into consideration their

Name, Fame & also the products and services they give to their customers such as trading on

phone, low brokerage, low trade charges, the funding facilities, the deposit ratios etc… This

survey is especially focused on the awareness about the e-broking and its present and future

in the potential market.

For any researcher it is important that how one has analyzed his or her data in

way that it can be clearly interpreted by him and the proper results can be derived.

The following are the Interpretation from the research.

. Details .

Sample Universe - Online clients of Angel Broking Ltd., Bapunagar branch,

Ahmedabad.

Type of Sampling - “Non Probability Convenience based Sampling”

Sample size - 100 Respondents

Research Instrument - “Structured formatted Questionnaire”

How long have you been associated with Angel?

Year No.

1 Year 27

1 – 2 Years 43

47

3 – 5 Years 25

5 + years 5

Interpretation :

From the above data we can interpret that 27 clients are associated with Angel for 1

year, 43 clients are associated with Angel for 1 – 2 years, 25 clients are associated with

Angel for 3 – 5 years and 5 clients are associated with Angel for more than 5 years.

How would you rate your overall experience with Angel?

Type No.

Outstanding 14

48

Excellent 26

Satisfactory 47

Needs Improvement 13

Interpretation :

From the above data we can interpret that 14 clients feel that their experience with

Angel is Outstanding, 26 clients feel that their experience with Angel is Excellent, 47 clients

feel that their experience with Angel is Satisfactory and 13 clients experienced that there

should be improvement in the service of Angel.

How would you rate the “Customer Service” of Angel?

Type No.

Excellent 549

Good 55

Satisfactory 30

Not upto the mark 10

Interpretation :

From the above data we can interpret that 5 clients rate the “Customer Service” as

Excellent. 55 clients rate as Good. 30 clients rate as Satisfactory. 10 clients feel that the

Customer Service of Angel is not upto the mark.

How would you rate the “Staff Knowledge” of Angel?

Type No.

50

Excellent 6

Good 15

Satisfactory 49

Not upto the mark 30

Interpretation :

From the above data we can interpret that 6 clients rate the “Staff Knowledge” as

Excellent. 15 clients rate as Good. 49 clients rate as Satisfactory. 30 clients feel that the

Staff Knowledge of Angel is not upto the mark.

How would you rate the “Response Time” of Angel?

Type No.

51

Excellent 7

Good 23

Satisfactory 46

Not upto the mark 24

Interpretation :

From the above data we can interpret that 7 clients rate the “Response Time” as

Excellent. 23 clients rate as Good. 46 clients rate as Satisfactory. 24 clients feel that the

Response Time of Angel is not upto the mark.

How would you rate the “Approachability” of Angel?

Type No.

52

Excellent 9

Good 16

Satisfactory 38

Not upto the mark 37

Interpretation :

From the above data we can interpret that 9 clients rate the “Approachability” as

Excellent. 16 clients rate as Good. 38 clients rate as Satisfactory. 37 clients feel that the

Approachability of Angel is not upto the mark.

What type of Investor do you think you are?

Type No.

53

Trader 38

Short – term Investor 43

Long – term Investor 19

Interpretation :

From the above data we can interpret that 38 clients are Traders. 43 clients are Short

– term Investor and 19 clients are Long – term Investor.

Are you aware about the following Web browser and Application based

Software?

54

Type No.

Angel Diet 100

Angel Trade 75

Angel Investor 43

Interpretation :

From the above data we can interpret that 100 clients are aware with the Angel Diet.

75 clients are aware with the Angel Trade and 43 clients are aware with the Angel Investor.

Are you aware about the following Services provided by Angel?

Type No.

55

RTGS / NEFT 42

M – Connect 38

SMS Alert 86

E – Chopda 49

Interpretation :

From the above data we can interpret that 42 clients are aware with the RTGS\NEFT

Service. 38 clients are aware with the M - Connect Service. 86 clients are aware with the

SMS Alert Service and 49 clients are aware with the E - Chopda Service.

Are you aware about the following Products of Angel?

Type No.

56

Offline 100

Online 100

PMS 37

Angel Gold 29

Life Insurance 87

Mutual Funds 45

Interpretation :

From the above data we can interpret that 100 clients are aware with the Offline

products. 100 clients are aware with the Online products. 37 clients are aware with the PMS

product. 29 clients are aware with the Angel Gold product. 87 clients are aware with the

Life Insurance product and 45 clients are aware with the Mutual Funds product.

Are you aware of the important numbers of Angel Broking Ltd?

Type No.57

Yes 92

No 8

Interpretation :

From the above data we can interpret that 98 clients are aware of the important

numbers of Angel and 8 clients are not aware of the important numbers of Angel.

Are you aware about the following Training programs at Angel Broking Ltd?

Type No.

58

F & O training 64

Online product training 100

Back – office training 57

Other products 31

Technical Analysis 29

Derivative strategy 14

Interpretation :

From the above data we can interpret that 64 clients are aware with the F&O training.

100 clients are aware with the Online product training. 57 clients are aware with the Back –

office training. 31 clients are aware with the other products. 29 clients are aware with the

Technical Analysis and 14 clients are aware with the Derivative strategy.

PERSONAL DETAILS :

59

Education wise Customer’s Details :

Type No.

Undergraduate 26

Graduate 56

Post Graduate 18

Interpretation :

From the above data we can interpret that 26 clients are undergraduate. 56 clients are

Graduate and 18 clients are Post Graduate.

Occupation wise Customer’s Details :

60

Type No.

Business 55

Service 23

Profession 17

Student 3

Others 2

Interpretation :

From the above data we can interpret that 55 clients are Businessmen. 23 clients are

Servicemen. 17 clients are Professionals. 3 clients are Students and 55 clients are falls under

the category of others.

Annual Income wise Customer’s Details :

61

Type No.

< 2 lacs 30

2 – 5 lacs 39

5 – 8 lacs 26

8+ lacs 5

Interpretation :

From the above data we can interpret that 30 clients have income of less than 2 lacs.

39 clients have income of 2 - 5 lacs. 26 clients have income of less than 5 - 8 lacs and 5

clients have income of more than 8 lacs.

.Analysis of Questionnaire for Employees.

62

. Details .

Sample Universe - Employees of Angel Broking Ltd., Bapunagar branch, Ahmedabad

Type of Sampling - “Non Probability Convenience based Sampling”

Sample size - 10 Respondents

Research Instrument - “Structured formatted Questionnaire”

Are you aware about “Customer Relationship Management” ?

Type No.

Yes 10

No 00

Interpretation :

From the above data we can interpret that all 10 Employees aware about the Customer

Relationship Management.

Rate yourself regarding the knowledge of “Customer Relationship Management” ?

63

Type No.

Completely know 06

Partially know 04

Don’t know 00

Interpretation :

From the above data we can interpret that all 6 Employees completely know the

Customer Relationship Management. 4 Employees partially know the Customer

Relationship Management.

How would you rate your overall experience with Customers in terms of “Customer

Relationship Management” ?

64

Type No.

Excellent 01

Good 03

Satisfactory 04

Not upto the mark 02

Interpretation :

From the above data we can interpret that 1 Employee rate his experience with

customers in terms of CRM as Excellent. 3 Employees rate as Good. 4 Employees rate as

Satisfactory. 2 Employees rate as not upto the mark.

CRM is beneficial for maintaining Customer-Organization relationship. Give an

opinion.

65

Type No.

Strongly Disagree 00

Disagree 00

Neutral 02

Agree 03

Strongly Agree 05

Interpretation :

From the above data we can interpret that nobody strongly disagree and disagree

about benefits of CRM while 2 employees are Neutral and 3 employees are Agree that CRM

is beneficial for maintaining Customer-organization relationship.

How would you rate your relations with Customers?

Type No.66

Excellent 01

Good 03

Satisfactory 06

Not upto the mark 00

Interpretation :

From the above data we can interpret that 1 Employee rate his ralation with customers

in terms of CRM as Excellent. 3 Employees rate as Good. 6 Employees rate as

Satisfactory. Nobody says that his relation with customers is not upto the mark.

Personal Details :

67

A. Gender wise Analysis :

Type No.

Male 08

Female 02

Interpretation :

From the above data we can interpret that Gender wise 8 employees are Male while 2

employees are women.

B. Education wise Analysis :

68

Type No.

Under Graduate 00

Graduate 08

Post Graduate 02

Interpretation :

From the above data we can interpret that Education wise 8 employees are Graduate

while 2 employees are Post graduate.

C. Annual Income wise Analysis :

69

Type No.

< 2 lacs 07

2-5 lacs 02

5-8 lacs 01

8+ lacs 00

Interpretation :

From the above data we can interpret that 7 employees have income of less than 2

lacs. 2 employees have income of 2 - 5 lacs. 1 employee has income of 5 - 8 lacs and

nobody falling under the category of income having more than 8 lacs.

. Correlation .

Correlation of question (2) and question (8) of Questionnaire for Clients.70

TYPE Out standing Excellent Satisfactory Needs Improvement

Total

Trader 10 00 17 11 38Short-term Investor 02 24 16 01 43Long-term Investor 02 02 14 01 19Total 14 26 47 13 100

Interpretation :

From the above table we can interpret that total 38 clients are Traders. Total 43

clients are Short-term Investors. And total 19 clients are Long-term Investors.

Out of 38 Traders 10 clients says that their experience with Angel as outstanding.

Nobody says that their experience with Angel as Excellent. 17 clients says that their

experience with Angel as Satisfactory. 11 clients says that their experience with Angel as

Needs Improvement.

Out of 43 Short-term Investors 02 clients says that their experience with Angel as

outstanding. 24 clients says that their experience with Angel as Excellent. 16 clients says

that their experience with Angel as Satisfactory. 01 clients says that their experience with

Angel as Needs Improvement.

Out of 19 Long-term Investors 02 clients says that their experience with Angel as

outstanding. 02 clients says that their experience with Angel as Excellent. 14 clients says

that their experience with Angel as Satisfactory. 01 clients says that their experience with

Angel as Needs Improvement.

Correlation of question (3) and question (7) of Questionnaire for Clients.

71

TYPE Excellent Good Satisfactory Not up to the mark

Total

Trader 00 02 29 07 38Short-term Investor 01 40 01 01 43Long-term Investor 04 13 00 02 19Total 05 55 30 10 100

Interpretation :

From the above table we can interpret that total 38 clients are Traders. Total 43

clients are Short-term Investors. And total 19 clients are Long-term Investors.

Out of 38 Traders Nobody clients says that their experience with Angel as Excellent.

02 clients says that their experience with Angel as Good. 29 clients says that their

experience with Angel as Satisfactory. 07 clients says that their experience with Angel as

Not up to the mark.

Out of 43 Short-term Investors 01clients says that their experience with Angel as

Excellent. 40 clients says that their experience with Angel as Good. 01 clients says that

their experience with Angel as Satisfactory. 01 clients says that their experience with

Angel as Not up to the mark.

Out of 19 Long-term Investors 04 clients says that their experience with Angel as

Excellent. 13 clients says that their experience with Angel as Good. No body says that

their experience with Angel as Satisfactory. 02 clients says that their experience with

Angel as Needs Improvement.

LIMITATION OF STUDY

72

The limitations of the study are as follows :

Personal Bias:

Some respondents may have had personal bias due to which they may not

have given the correct information and due to which the right conclusion may

not have been derived at.

Area :

The area was limited only to Bapunagar branch. The result may have varied, if it

was conducted somewhere else.

Sample Size :

The Sample size taken is only 100 due to time constraint which may not result

in very accurate results.

Time Limit :

The time limit taken for conducting the research was very less which could

also be one of the limitations of the study.

CONCLUSION

73

1. If properly marketed, the concept of Online trading can be penetrated in the minds of

people. For this the benefits of Online trading should be conveyed to those who are not aware

of it. Training should be given regarding the use of software. People should be educated

regarding the easiness of trading while using online trading.

2. The users of online trading are mostly businessman. Other persons falling in the category

of employee, govt. servants or professionals are either not aware or are not mentally prepared

for using Online concept. Such people can be made aware about the benefits of Online

trading and it uses should be properly conveyed so that people become ready to use this

concept.

3. The two features i.e. Online Transfer of Funds through Multiple Banks and BSE, NSE,

F&O, MCX and NCDEX on a single screen are liked more compared to other features by the

users of Online trading. These two features can be emphasized to convert offline traders to

online traders.

4. The potential customer for Angel Broking House consist of professionals, employees and

govt. servants because these persons are either not investing or investing through other

broking houses. The persons investing from other broking houses can be converted to the

customers of Angel Broking by conveying its unique features and the low brokerage cost

and the rest can be educated about stock market.

BIBLIOGRAPHY

74

Books :

Research Methodology By Dipak kumar Bhattacharya, Second Edition 2009, Excel

Books, New Delhi

Marketing Management By Philip Kotler, Eleventh Edition 2002, Prentice-Hall of

India, New Delhi

Customer Relationship Management Concepts & Application By Alok kumar, Reprint

Edition 2009, Biztantra, New Delhi

Websites :

www.angelbroking.com

www.angeltrade.com

www.nse.com

www.bse.com

75

APPENDIX

76

QUESTIONNAIRE (For Clients)

Dear Customer / Business Associate,

I am a Student of MBA from Sabar Institute of Management. As a part of our curriculum I have to prepare Summer project on the topic of “Customer Relationship Management” so I request you to fill up this questionnaire. I ensure you that the answer given by you will be kept confidential and use for academic purpose only.

(1) How long have you been associated with Angel?

1 year 1-2 years 3-5 years 5+ years

(2) How would you rate your overall experience with Angel?

Outstanding Excellent Satisfactory Needs Improvement

(3) How would you rate the “Customer Service” of Angel?

Excellent Good Satisfactory Not upto the mark

(4) How would you rate the “Staff Knowledge” of Angel?

Excellent Good Satisfactory Not upto the mark

(5) How would you rate the “Response Time” of Angel?

Excellent Good Satisfactory Not upto the mark

(6) How would you rate the “Approachability” of Angel?

Excellent Good Satisfactory Not upto the mark

(7) What type of Investor do you think you are?

Trader Short - term Investor Long - term Investor

(8) Are you aware about the following on Web browser and Application based software?

Angel Diet Angel Trade Angel Investor

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(9) Are you aware about the following services provided by Angel?

RTGS/NEFT M – Connect SMS Alert E – Chopda

(10) Are you aware about the following products provided by Angel?

Offline Online PMS

Angel Gold Life Insurance Mutual Funds

(11) Are you aware of important numbers of Angel Broking Ltd?

Yes

No

(12) Are you aware of the following Training programs at Angel Broking?

F&O training Back – office training Online product training

Technical Analysis Other products Derivative strategy

(13) Mention your comments & suggestions to improve Angel’s services & standards.

(14) PERSONAL DETAILS :

Name : _____________________________________________

Branch : _____________________________________________

Education : Under Graduate Graduate Post Graduate

Occupation : Business Service Profession

Student Others

Annual Income : < 2 lacs 2-5 lacs 5-8 lacs 8+ lacs

Thank you for your time.78

QUESTIONNAIRE (For Employees)

(1) Are you aware about “Customer Relationship Management” ?

Yes No

(2) Rate yourself regarding the knowledge of “Customer Relationship Management” ?

Completely know Partially know Don’t know

(3) How would you rate your overall experience with Customers in terms of “Customer

Relationship Management” ?

Excellent Good Satisfactory Not upto the mark

(4) CRM is beneficial for maintaining Customer-Organization relationship. Give an opinion.

Strongly Disagree Disagree Neutral Agree Strongly Agree

(5) How would you rate your relations with Customers?

Excellent Good Satisfactory Not upto the mark

(6) Give your Perception about CRM.

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(1) PERSONAL DETAILS :

Name : _____________________________________________

Designation : _____________________________________________

Gender : Male Female

Education : Under Graduate Graduate Post Graduate

Occupation : Business Service Profession

Student Others

Annual Income : < 2 lacs 2-5 lacs 5-8 lacs 8+ lacs

Thank you for your time.

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