effectiveness of online channels in brokerage houses
TRANSCRIPT
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“EFFECTIVENESS OF ONLINE CHANNELS IN BROKERAGE
HOUSES”
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To these people I am indebtedWithout whom very little of my project could have been done
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HOW POPULAR ARE THE ONLINE CHANNELS ARE THE REASONS FOR ITS POPULARITY
FISHING CONSUMER’S AND BROKERAGE HOUSE ‘S
VIEWS REGUARDING USE OF ONLINE CHANNELS AND
PROBLEMS ENCOUNTERED THEREAIN
HOW TO IMPROVE USAGE OF ONLINE CHANNELS MORE EFFECTIVELY AND EFFICIENTLY
TO REDUCE TRANSACTION PROCESSING ROUTE
VARIOUS COMPETITIVE OFFERING BY COMPETING FIRM
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ION
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TO STUDY THE CONSUMER’S AND BROKERAGE HOUSE’S VIEWPOINT AND SPOT THE MISSING LINK
TO KNOW CONSUMER’S PERCEPTION AND THE CRITICAL FACTORS THAT EFFECT USING/NOT USING THE ONLINE CHANNEL
TO ANALYSE THE CONSUMER PERCEPTION ABOUT THEIR NEEDS AND WANTS ,SO THAT STEPS CAN BE TAKEN TO MAXIMIZE CONSUMER SATISFACTION
TO SEGMENT THE CONSUMER ON BASIS OF VARIABLES AFFECTING THEIR MINDSET
THE STUDY WILL ALSO SUGGESR SPECIFIC RECOMMENDATIONS SO AS TO HOW IL&FS CAN IMPROVE ITS OFFERING AND INDUCE ITS CONSUMERS TO IMPROVE USAGE OF ITS CHANNEL OFFERING
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IT WOULD PROVE TO BE A SOURCE OF INFORMATION IN ORDER TO CARVE OUT THE REASONS FOR THE SCARCE USE OF ONLINE CHANNEL
IT WOULD GIVE INSIGHT ON THE ISSUE THAT HOW BENIFICIAL HAS THE OFFERING BEEN
IT WOULD HELP COMPANY CHALK OUT THE STRATEGIES TO ENHANCE PENITRATION OF THE PEODUCT AS WELL AS PLAN ITS BETTER POSITIONING
IT WOULD HELP COMPANY REACH ITS CONSUMERS EFFICIENTLY AND EFFECTIVELY
IT WOULD HELP COMPANY KNOW GRIEVANCES AND SUGGESTIONS FROM THE CONSUMER ‘S POINT OF VIEW
IT WOULD DEMONSTRATE CONSUMER’S VERSION AS A TOOL TO PLAN FUTURE ENDEAVORS
IT WOULD HELP COMPANY KNOW EFFECTIVENESS VERSUS UTILITY OF ITS OFFERING
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RESEARCH METHODOLOGY
EXTENT :GEOGRAPHICAL BOUNDARIES OF KOLKATA
SAMPLING FRAMES: INVESTORS WERE PICKED UP RANDOMLY ON BASIS OF CONVENIENCE
SAMPLING UNITS :BROKEARAGE HOUSES.
RESEARCH INSTRUMENT :
QUESTIONNAIRE
PERSONAL MEET
SAMPLING TECHNIQUE :NON PROBABLITY SAMPLING {CONVENIENT SAMPLING}
DATA COLLECTION:
PRIMARY DATA
SECONDARY DATA
QUESTIONNAIRE
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Founded :Founded :
Headquarters :Headquarters :
Key people :Key people :
Industry :Industry :
Products :Products : Revenue :Revenue :
Employee :Employee :
Parent Company :Parent Company :
Vision :Vision :
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0
10
20
30
40
50
60
70
80
OFFLINE ONLINE
DISTRIBUTION
PREFERED MODE OF TRADING
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77
23
0
10
20
30
40
50
60
70
80
MALE FEMALE
DISTRIBUTION
GENDERWISE DISTRIBUTION OF SAMPLE
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0
5
10
15
20
25
30
35
40
senior secondary graduate post graduate otherproffessional
courses
DISTRIBUTION ON THE BASIS OF EDUCATION
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DISTRIBUTION ON THE BASIS OF ANNUAL INCOME
7.5 LAKH
7.5 AND ABOVE
2.5-5LAKH
2.5-5 LAKHS
5-7.5 LAKHS
7.5 LAKHS AND ABOVE
1-2.5 LAKHS
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DISTRIBUTION ON THE BASIS OF AGE
20-30
30-4040-50
50-60
60 AND ABOVE
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DISTRIBUTION ON THE BASIS OF OCCUPATION
BUSINESS PRIVATE SERVICE
GOVERNMENT SERVICE
0THERS
BUSINESS
PRIVATE SERVICE
OTHERS
GOVERNMENT SERVICE
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FEATURES ON WHICH CONSUMER FOCUSES WHILE OPTING ANY COMPANY ‘S ONLINE MODE
COSTCOST
MARKET REPUTATION
FEATURES
USER FRIENDLYLOOKS
COST
MARKET REPUTATION
FEATURES
USER FREINDLYL
O
O
K
S
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INFLUENCERS FOR INVESTMENT
30%
14%
26%
10%
9%
7% 4%
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STRIKING REASONS WHY THE CONSUMER DOES NOT PREFERS THE ONLINE CHANNEL
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STRIKING REASONS WHY THE CONSUMER PREFERS THE ONLINE CHANNEL
00.5
11.5
22.5
33.5
44.5
5
TECHNOLOGY BROKERAGEDIFFERENCE
LIKED THESCHEME
REASONS
NO DEPENDENCY
SURLUS TIME
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COMPAIRING OFFERING TO MAJOR COMPETITORS
15
2
4
3
0
5
10
15
20
25
ICICI SHAREKHAN
KOTAKSECURITIES
INDIA BULLS IL&FS
CUSTOMERCARE
LOOKS
MARKETREPUTATION
COST
FEATURES
USER FRIENDLY
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1
10
ICICI SHARE KHAN KOTAK SECURITIES INDIA BULLS IL&FS
CONSUMER PREFERENCE OF COMPANIES ON THE BASIS OF TRADING LIMIT
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00.5
11.5
22.5
33.5
44.5
5
ICICI SHAREKHAN
KOTAKSECURITIES
INDIA BULLS IL&FS
CONSUMER PREFERENCE OF COMPANIES ON THE BASIS OF COMMISSION CHARGED
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0
0.5
1
1.5
2
2.5
3
ICICI SHARE KHAN KOTAK SECURITIES INDIA BULLS IL&FS
CONSUMER PREFERENCE OF COMPANIES ON THE BASIS OF NUMBER OF DAYS TAKEN BY THEM FOR SHARE TRANSFER
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LIMITATIONS WERE:
THE TIME PERIOD AVAILABLE WAS LIMITED
THE STUDY WAS CONFINED TO ONE ORGANISATION
OTHER ORGANISATIONS COULD NOT BE STUDIED DUE TO TIME ,COST AND DISTANCE CONSTRAINT
LIMITED SOURCE OF INFORMATION DUE TO LACK OF ACCESS TO CONFIDENTIAL DATA
IT WAS NOT POSSIBLE TO GO INTO MINUTE INTRICACIES AS WE HAD BOTH TIME AND INFORMATION CONSTRAINT
IT WAS ASSUMED THAT THE RESPONDANTS WERE BOTH WELL INFORMED AND RATIONAL IN THEIR CHOICES OF OPTIONS FROM THE QUESTIONNAIRES
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PEOPLE DON’T INVEST IN ONLINE CHANNELS BECAUSE
NOT INTERESTED TO INVEST IN ANY OTHER STUFF THAT DOES NOT PAYS OFF THE PRINCIPALIGNORANT OF ANY SUCH OFFERING BY THE FIRMTECHNOLOGY SCAREDIGNORANT ABOUT TECHNOLOGY HOW AND WHATS FEEL COMFORTABLE WITH THE OFFLINE MODE WHERE ALL ONE NEEDS TO DO IS CALL UPSCARED THEY MIGHT MESS UP/GET SCREWEDARE WORKING VIA A DIFFERENT PERSON[SIMPLY INVESTING WITHOUT A SOUND KNOWLEDGE OR RESEARCHHAVE NO OR WORKING KNOWLEDGE OF COMPUTERSTIME PROBLEM
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OMMENDAT
ALSO,
PREFER TELLING THE AGENTS RATHER THAN DOING THINGS THEMSELVESAINT TOO SPORTY TO LEARN ,SAY WHY SHOULD I SPEND TIME ON LEARNING STUFF I CAN OUTSOURCE,WHERE OUTSOURCING GUARANTEES NO PROBLEMS N RESPONSIBILITIES FOR FAULTSTHEY THINK IS COSTLY AND A WASTE OF TIME MOST OF THE INVESTORS INVEST PART TIME SO ARE IN NO POSITION TO INVEST TIME AS WELL DEMO GIVEN DOSENT SEEMS ENOUGH ,PROBLEMS SEEM TO CROP UP TIME N AGAIN INTERNET CONNECTION SEEMS TO BE A PROBLEM AS WELL AT TIMES [WHICH CAN GET CRITICAL] THINK IT’S A WEE BIT TOO TOUGH TO HANDLE AND LEARNING DOSENT SOUNDS FEASIBLE ENOUGH THERE SEEMS TO BE A BIG HUSH HUSH ABOUT THE WHOLE CONCEPT
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FOLLOWING ARE THE RECOMMENDATIONS BASED ON THE CONDUCTED STUDY
THE COMPANY SHOULD INVEST IN TRAINING PROGRAMS AND WORKSHOPS DIRECTED AT PROVIDING TRAINING AND FOR DOUBT CLEARANCE SESSIONS
A TOLL FREE NUMBER WHERE DOUBTS CAN PROMPTLY BE CLEARED DURING MARKET HOURS
A TIE UP WITH AN INTERNET CONNECTION PROVIDING COMPANY WHEREAIN SPEED CAN BE SAID TO BE IDEAL EG WINDOWS VISTA IS RECOMMENDED BY COMPAQ
PROMOTIONAL SCHEMES VIA GUERILLA MARKETING TECHNIQUES WHICH WOULD ENSURE MAXIMUM COVERAGE AS WELL AS AT MINIMUM POSSIBLE EXPENSE
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SPECIAL ADVERTISEMENTS TO BE DEVICED TO CATER THE FEMALE
TRADERS SECTION ,
DEMONSTRATIONS GIVEN TO CUSTOMERS SHOULD BE MORE COMPRIHENSIVE,EVEN REPETITIVE DEMONSTRATION SESSIONS SHOULD BE CONSIDERED
THE CLIENTS SHOULD BE ASKED FOR PROBLEMS/DOUBTS AFTER A FEW DAYS OF DEMONSTRATION
THE COMPANY SHOULD DEVICE A PROPER STRATEGY TO INCREASE AWARENESS ABOUT THE PRODUCT/ITS USAGE AND THAT ANYONE CAN LEARN AND USE ITS FRIENDLY FEATURES
INCENTIVES FOR USING ONLINE CHANNELS,SPECIAL BENEFIT SCHEMES ETC SHOULD BE LAUNCHED FOR CUSTOMERS
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SWOT
SWOT ANALYSIS
Visionary Capable leadershipVisionary Capable leadershipStrong BrandStrong BrandHigh Quality Product High Quality Product
Poor coverage of lower segment
Poor visibility
Vast untapped market
Growth options
Competitor brands with competitive strategies
Other investment options
STRENGTHS WEAKNESS
OPPORTUNITIES THREATS
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Queries?????????