hdfc securities project by sadaf

1

INDIRA SCHOOL OF CAREER STUDIES

PUNE

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IN PARTIAL FULFILLMENT OF THE CURRICULUM REQUIREMENT OF POST GRADUATE PROGRAMME

ACADEMIC YEAR 2007 2007 2007 2007 –––– 2009200920092009

Submitted By:

SADAF ZAMIR KHAN

PGP-DUEL + MBA

2

ACKNOWLEDGEMENT

I take immense pleasure in completing this project and submitting the final

research report. Two months with HDFC Securities Ltd. has been full of

learning and sense of contribution towards the organization. I would like to

thank the organization for giving me an opportunity of learning and

contributing through this research report. I also take this opportunity to

thank all those people who made this experience a memorable one.

In this context as a student of ISCS, Pune I would first of all like to express

my gratitude to Mr. Ashok Kumar for assigning me such a worthwhile topic

“Recruitment of Financial potential advisor And selling of DEMAT

Account” to work upon in HDFC Securities Ltd.

During the actual project work, Mrs. Supriya (Zonal area Manager) & Mr.

Girish Gaikwad (Area Sales Manager) has been the source of inspiration

through their constant guidance; personal interest; encouragement and help.

I convey my sincere thanks to them. In spite of their busy schedule they

always found time to guide me through the project. I am also grateful to

them for reposing confidence in my abilities and giving me the freedom to

work on my project.

SADAF ZAMIR KHAN

3

PREFACE

As an essential and obligatory part of my course undergone 2 months,

complete summer training at HDFC Securities Ltd. This training helped me

in getting practical knowledge in to the business environment.

I got a practical knowledge about HDFC Securities Ltd. how the work

is done in the company. I have more emphasized on the training

programmed in HDFC Securities. In this Project Report I gave all the

information about the Financial DEMAT Account, which is related to the

operations of the company. I have also mention the payout structure of

financial advisor.

In this Project Report I gave all the information which not only serve

the comprehensive knowledge base but also helps the reader in

understanding the fundamentals related to the subject.

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TABLE OF CONTENT

CHAPTER NO:

NAME PAGE NO:

1 EXECUTIVE SUMMERY 04-08

2 INDUSTRY PROFILE 09-16

3 COMPANY PROFILE 17-22

4 PRODUCT PROFILE 23-38

5 OBJECTIVES OF THE

PROJECT

29-30

6 RESEARCH

METHODOLOGY

31-32

7 DATA COLLECTION 33-41

8 DATA ANALYSIS AND

INTERPETATION

42-51

9 SWOT ANALYSIS 52-54

10 FINDING 55-59

11 LIMITATIONS 60-61

12 RECOMMENDATION 62-63

13 CONCLUSIONS 64-65

14 BIBLIOGRAPHY 66-67

15 ANNEXURE 68-71

5

EXECUTIVE SUMMERY

6

EXECUTIVE SUMMARY

During the summer project training, I had to recruit Advisor as many as

possible. The objective was “To Recruit the Financial Advisor for HDFC

SECURITIES LTD” for the purpose of selling D-MAT A/C.

As the company wants to become the Dominant Player built on trust by

world-class people and service. Company hopes to achieve this by the help

of:-

• Understanding the Needs of Customers.

• Growth and learning for our Employees.

• Building transparency.

• Leveraging Technology.

They also have 5 core values, which has to be followed and has to be

committed towards it by the employees. These values are as under:-

• Integrity

• Customer First

• Boundary less

• Ownership

• Passion

To recruit the Financial Advisor, I had to do so many marketing

activities. Marketing activities of HDFC securities is used to recruitment of

adviser such as:

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• Tele Calls

• Cold Canvassing

• Pamphlet Distribution

• Door to Door Marketing

For Selling D-mat product

One of the most important activities for selling D-mat a/c is Channel

Partner/ Financial Advisor. These advisors are the major marketing

activity. They are qualified of criteria of advisor.

For these channel partner HDFC securities gives facilities such as:

• Telephone

• Xerox

• Fax

Criteria for Selecting Adviser (Agent)

While recruiting advisors for HDFC securities we have to look for the

prospect that has to fulfill the mentioned criteria below.

Age limit : 18 Yrs

Education : 10th pass

Living in Pune : More than 3 yrs

Marketing Activities of HDFC securities

The Marketing function at HDFC securities covers an array of

activities - brand and media management, channel support, direct

marketing and corporate communications. The Brand and Communications

team is in charge of advertising, consumer research, media planning &

buying and Public Relations; that helps develop and nurture HDFC

8

securities corporate identity while effectively communicating its varied

product offerings to the customer. Channel marketing provides support to

the sales force by streamlining the design and development of collaterals and

sales tools across distribution channels.

The Direct marketing team was set up to generate high quality leads

for profitable business. The team achieves this through target database

acquisition and communicating customized product information through e-

mailers, telemarketing and innovative direct mailers.

Marketing activities of ICICI prudential is used to recruitment of

adviser such as: Tele Calls, Cold Canvassing, and Pamphlet Distribution,

Door to Door Marketing.

Tele Calls

It is the one of the important tools used for the approach to the

customer. It is not natural market activities. Through tale calling we have to

call the customer and tell them about the business opportunity. And if

possible fix appointment or call them office.

Cold Canvassing

This is one of the fastest way and effective tool to recruit advisers for

the company. Under this method, trainee was sending out in the fieldwork

and then to contact general public. By doing these activities I find out cold,

warm, & hot client. After differentiating them I have convert them cold

client to warm client, warm client to hot client.

Pamphlet Distribution

Pre-printed pamphlet was given to the trainees to distribute in the

market. All this marketing activities are used by HDFC securities

9

These are the marketing activities of HDFC securities for searching and

recruitment of adviser.

Following profile, who can become Advisor:

• Retired People

• Housewives

• Students

• Working Employee

• C.O.I

• V.R.S

• Social Workers

10

INDUSTRY PROFILE

11

INDUSTRY PROFILE

Financial instruments are cash, evidence of an ownership interest in

an entity, or a contractual right to receive, or deliver, cash or another

financial instrument.

Financial instruments can be categorized by form depending on

whether they are cash instruments or derivative instruments:

Cash instruments are financial instruments whose value is determined

directly by markets. They can be divided into securities, which are readily

transferable, and other cash instruments such as loans and deposits, where

both borrower and lender have to agree on a transfer.

Derivative instruments are financial instruments which derive their

value from the value and characteristics of one or more underlying assets.

They can be divided into exchange-traded derivatives and over-the-counter

(OTC) derivatives.

Alternatively, financial instruments can be categorized by "asset

class" depending on whether they are equity based (reflecting ownership of

the issuing entity) or debt based (reflecting a loan the investor has made to

the issuing entity). If it is debt, it can be further categorized into short term

(less than one year) or long term.

Foreign Exchange instruments and transactions are neither debt nor

equity based and belong in their own categories.

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Combining the above methods for categorization, the main

instruments can be organized into a matrix as follows:

Instrument Type

Asset Class

Securities Other cash Exchange-traded

derivatives

OTC

derivatives

Debt (Long

Term)

>1 year

Bonds Loans

Bond futures

Options on bond

futures

Interest rate

swaps

Interest rate caps

and floors

Interest rate

options

Exotic

instruments

Debt (Short

Term)

<=1 year

Bills, e.g. T-

Bills

Commercial

paper

Deposits

Certificates of

deposit

Short term interest

rate futures

Forward rate

agreements

Equity Stock N/A Stock options

Equity futures

Stock options

Exotic

instruments

Foreign

Exchange N/A

Spot foreign

exchange Currency futures

Foreign exchange

options

Outright forwards

Foreign exchange

swaps

Currency swaps

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VARIOUS FINANCIAL INSTRUMENTS PRESENT IN THE

MARKET:

1. Equity and derivatives

2. Mutual Funds

3. Commodities Trading

4. Insurance (ULIP)

1. EQUITY AND DERIVATIVES:-

It basically deals with the two stock exchanges:-

1. National Stock Exchange

2. Bombay Stock Exchange

1. National Stock Exchange:-

The National Stock Exchange of India Ltd. (NSE), set up in the year

1993, is today the largest stock exchange in India and a preferred exchange

for trading in equity, debt and derivatives instruments by investors. NSE has

set up a sophisticated electronic trading, clearing and settlement platform

and its infrastructure serves as role model for the securities industry.

The standards set by NSE in terms of market practices; products and

technology have become industry benchmarks and are being replicated by

many other market participants. It provides a screen-based automated

Trading system with a high degree of transparency and equal access to

investors irrespective of geographical location.

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The high level of information dissemination through the on-line

system has helped in integrating retail investors across the nation.

The exchange has a network in more than 350 cities and its trading

members are connected to the central servers of the exchange in Mumbai

through a sophisticated telecommunication network comprising of over 2500

VSATs.

NSE has around 850 trading members and provides trading in over

1000 equity shares and 2500 debt securities. Besides this, NSE provides

trading in various derivative products such as index futures, index options,

stock futures, stock options and interest rate futures.

2. Bombay Stock Exchange

The Bombay Stock Exchange Limited (formerly, The Stock

Exchange, Mumbai; popularly called The Bombay Stock Exchange, or BSE)

is the oldest stock exchange in Asia. It is located at Dalal Street, Mumbai,

India.

The Bombay Stock Exchange was established in 1875. There are

around 4,800 Indian companies listed with the stock exchange and has a

significant trading volume. As of August 2007, the equity market

capitalization of the companies listed on the BSE was US $ 1.11 trillion [2].

The BSE SENSEX (SENSitive indEX), also called the "BSE 30", is a

widely used market index in India and Asia.

Singapore Exchange (SGX) acquired a strategic investment in

Bombay Stock Exchange (5%) for US$42.7m.

15

The BSE SENSEX (also known as the BSE 30 index) is a value-

weighted index composed of thirty scrip’s, with the base April 1979 = 100.

The set of companies which make up the index has been changed only a few

times in the last twenty years. These companies account for around one-fifth

of the market capitalization of the BSE.

Apart from BSE SENSEX, which is the most popular stock index in

India, BSE uses other stock indices as well:

• BSE 500

• BSE 100

• BSE 200

• BSE PSU

• BSE MIDCAP

• BSE SMLCAP

• BSE BANKEX

• BSE Teck

• BSE Auto

• BSE Pharma

• BSE Fast Moving Consumer Goods (FMCG)

• [[BSE Consumer Durables (SYMBOL: Cons Dura)]]

• BSE Metal

Securities and Exchange Board of India (SEBI) is a board (corporate

body) appointed by the Government of India in 1992 with its head office at

Mumbai. Its one of the function is helping the business in stock exchanges

and any other securities markets

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For investment in equity a person must have:-

1. D-Mat Account

DEMAT (short form of Dematerialization) is the process by which

an investor can get shares (also called as physical certificates) converted into

electronic form maintained in an account with the Depository Participant

(DP).

DP could be organizations involved in the business of providing

financial services like banks, brokers, financial Institutions etc. DP’s are like

agents of Depository.

Depository is an organization responsible to maintain investor's

securities (securities can be shares or any other form of investments) in the

electronic form. In India there are two such organizations called NSDL

(National Securities Depository Ltd.) and CDSL (Central Depository

Services India Ltd.). Investor wishing to open Demat account has to go DP

and open the account. Opening the DEMAT account is as simple as opening

the bank account with any bank.

All shares what you possess will show in your DEMAT account, so

you don't have to possess any physical certificates. They are all held

electronically in your DEMAT account. As you buy and sell the shares,

accordingly your shares will get adjusted in your account.

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2. TRADING ACCOUNT:-

1. ONLINE TRADING ACCOUNT

Software is provided to the customer and trough that software they trade.

It is for those who have knowledge about market.

2. OFFLINE TRADING ACCOUNT:

A dealer has been appointed to the customer who guides the customers

“where to invest” how to invest” etc.

MUTUAL FUNDS

These are funds operated by an investment company which raises

money from the public and invests in a group of assets (shares, debentures

etc.), in accordance with a stated set of objectives.

It is a substitute for those who are unable to invest directly in equities

or debt because of resource, time or knowledge constraints. Benefits include

professional money management, buying in small amounts and

diversification.

Mutual fund units are issued and redeemed by the Fund Management

Company based on the fund's net asset value (NAV), which is determined at

the end of each trading session. NAV is calculated as the value of all the

shares held by the fund, minus expenses, divided by the number of units

Issued.

18

COMPANY PROFILE

19

HDFC Bank Limited. �

� The Housing Development Finance Corporation Limited (HDFC) was

amongst the first to receive an ‘in principle’ approval from the Reserve Bank

of India (RBI) to set up a bank in the private sector, as part of the RBI’s

liberalization of the Indian Banking Industry in 1994. The bank was

incorporated in August 1994 in the name of ‘HDFC Bank Limited’, with its

registered office in Mumbai, India.

HDFC is India’s premier housing finance company and enjoys an

impeccable track record in India as well as in international markets. Since its

inception in 1977, the Corporation has maintained a consistent and healthy

growth in its operations to remain the market leader in mortgages. Its

outstanding loan portfolio covers well over a million dwelling units. HDFC

has developed significant expertise in retail mortgage loans to different

market segments and also has a large corporate client base for its housing

related credit facilities. With its experience in the financial markets, a strong

market reputation, large shareholder base and unique consumer franchise,

HDFC was ideally positioned to promote a bank in the Indian environment.

HDFC Bank’s mission is to be a World-Class Indian Bank. The

objective is to build sound customer franchises across distinct businesses so

as to be the preferred provider of banking services for target retail and

wholesale customer segments, and to achieve healthy growth in profitability,

consistent with the bank’s risk appetite. The bank is committed to maintain

the highest level of ethical standards, professional integrity, corporate

governance and regulatory compliance. HDFC Bank’s business philosophy

is based on four core values - Operational Excellence, Customer Focus,

Product Leadership, people

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HDFC Bank is a young and dynamic bank, with a youthful and

enthusiastic team determined to accomplish the vision of becoming a world-

class Indian bank.

Business philosophy is based on four core values - Customer Focus,

Operational Excellence, Product Leadership and People. We believe that

the ultimate identity and success of our bank will reside in the exceptional

quality of our people and their extraordinary efforts. For this reason, we are

committed to hiring, developing, motivating and retaining the best people in

the industry.

MISSION AND BUSINESS STRATEGY OF HDFC BANK

Their mission is to be "a World Class Indian Bank", benchmarking

ourselves against international standards and best practices in terms of

product offerings, technology, service levels, risk management and audit &

compliance. The objective is to build sound customer franchises across

distinct businesses so as to be a preferred provider of banking services for

target retail and wholesale customer segments, and to achieve a healthy

growth in profitability, consistent with the Bank's risk appetite. We are

committed to do this while ensuring the highest levels of ethical standards,

professional integrity, corporate governance and regulatory compliance.

21

HDFC business strategy emphasizes the following:

• Increase our market share in India’s expanding banking and financial

services industry by following a disciplined growth strategy focusing

on quality and not on quantity and delivering high quality customer

service.

• Leverage our technology platform and open scaleable systems to

deliver more products to more customers and to control operating

costs.

• Maintain our current high standards for asset quality through

disciplined credit risk management.

• Develop innovative products and services that attract our targeted

customers and address inefficiencies in the Indian financial sector.

• Continue to develop products and services that reduce our cost of

funds.

• Focus on high earnings growth with low volatility

22

HDFC Securities profile

HDFC Securities, a trusted financial service provider promoted by

HDFC Bank and JP Morgan Partners and their associates, is a leading stock

broking company in the country, serving a diverse customer base of

institutional and retail investors

HDFC securities provide investors a robust platform to trade in

Equities in NSE and BSE, and derivatives in NSE. Our website will support

you with the highest standards of service, convenience and hassle-free

trading tools.

Their research team tracks the economy, industries and companies to

provide you the latest information and analysis. Our content offers financial

information, analysis, investment guidance, news & views, and is designed

to meet the requirements of everyone from a beginner to a savvy and well-

informed trader. With HDFCsec.com, we get:

Speed:

Their state-of-the art technology enables to instantly trade on the BSE and

NSE.

Convenience:

We can trade with online or on the phone from the convenience of our home

or office. Use the 3-in-1 Advantage account to seamlessly move funds and

securities across our bank DEMAT and trading account. This way, we do

not have to issue cheques or delivery instructions.

23

Transparency:

With their trusted pedigree, we can be assured that we get the best services

in a transparent manner. By broking with them, we are in total control of our

funds and stocks.

Expertise:

This Group has decades of experience in providing financial services to

customers in a transparent and trusted manner. They have a dedicated,

motivated and experienced team of professionals to provide us top class

service.

Timely and Relevant Information:

They realize the importance of making information available to us as it

happens. Empowered with the latest news, developments and research, we

will be able to take informed decisions.

Customer Interest:

For the customers, their interest comes first. They endeavor to provide high

quality investment services, in a simple, direct and cost-effective way to help

us achieve our financial goals.

24

PRODUCT PROFILE

25

ABOUT PRODUCT (D-mat A/c)

(3-in-1 Product)

ALL THREE ACCOUNT LINKED WITH EACH OTHER

Online Trading Account

Saving Account DEMAT Account

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• In case of 3-in-1 A/c

New D-mat Account Opening Charge for 3-in-1 A/c (Normal)

• For Saving A/c – 5,200/-

• For Trading A/c – 799/-

• For DEMAT A/c - Free

3-in-1 A/c

Saving Account

Online Trading

A/c

DEMAT A/c

27



• For Saving A/c – Already exist


• For DEMAT A/c - Free

2-IN-1 A/c

DEMAT A/c ONLINE

TRADING A/c

28



• For Saving A/c – Already exist


• For DEMAT A/c – Already exist

1-IN-1 A/C

ONLINE TRADING A/C

29

Other charges as per the condition:

NRI Indian: Rs. 2250/-

Resident Indian: Rs. 799/- (Open Market)

Rs. 399/- (HSL/HDFC/Bank Employee)

Rs. 399/- (Classic / Preferred)

Rs. 499/- (Senior Citizen / Corp Sal >25k)

Brokerage charges:

• Delivery based transactions: @ 0.50% of the transaction

value or a minimum brokerage of Rs.25/- (Rs.100/- for

NRI’s)

• Square off Trades: @ 0.05% on both legs (Minimum

transaction value is Rs. 1000/-)

• Other levies: Service Tax: 12.36% (on brokerage)

• STT (Service Transaction Tax): 0.125% (on transaction

value for delivery based) and 0.025% (for square off trades:

Only Sell Side)

30

OBJECTIVES OF THE PROJECT

31

OBJECTIVE & SCOPE OF the Project

OBJECTIVE

�

The objective behind conducting this project is as followed:-

Primary objective

� To find out the people who is willing to be an agent for HDFC

Securities.

� To find potential customer of HDFC Securities who involved in

trading activities and generate the business for HDFC Securities.

Secondary objective

� To know and understand the thinking and perception of different

people about D-mat account and online trading account and share

market

� To see the interest of people to be an agent for HDFC Securities.

� To create the image about HDFC Securities financial product.

� Promotion of the product.

Scope of Study:-

1. To analyze the potential for various HDFC securities products..

2. To reduce the number of walk in customers for minor inquiries.

32

RESEARCH METHODOLOGY

33

RESEARCH METHODOLOGY

1. Gaining the fundamental knowledge of financial terminology and the

financial product to be sold.

2. Gathering of data base related to the potential client and contacting them

to fix up the meeting.

3. Briefing the future of financial product available for promotion,

considering the personal investment need of the potential clients.

4. Follow up of the clients in order to finalization of sales of the financial

products.

5. Communication with company guide in order to get the feedback about

the methodology of convincing the potential client and asking for the

required investments.

The study is based on the primary & secondary data. The primary data

random sample survey method is followed for data collection. Respondents

were asked to fill the feedback form corporate sector was targeted here cos.

Like includes personal visit, telephonic information & guidance from the

company mentor while the secondary data includes books and magazines

related to market and the database of existing clients of HDFC Securities.

� Data collected from official website of HDFC Securities

(www.hdfcsec.com)

� Data collected by referring to the database already existing in the

company

� Data is being collected from various sources like:-

� Observation Method

� Telephonic Information

34

DATA COLLECTION

35

Process of Data Collection

Formulation of Objective

Selection of Sample Size

Questionnaire Preparation & filling up

Data Collection

Findings

Meeting the Prospect and Converting them

into HDFC Securities’s client.

Calling the Prospect & Generating appointments

36

Research Methodology:-

PART – I

Sampling Design

Sampling Method: Non probabilistic Judgmental Technique

Geographical Area: Pune [F.C Road, Deccan, Shivaji Nagar, Aundh,

Pimpri, Wakad, Chinchwad]

Sample Size:

• 100 investors

Data Collection

Primary Sources

(i) Questionnaires to obtain the perception of investors.

(ii) Interview – from investment managers/consultants.

Secondary Sources

(i) Books.

(ii) Statistical data from magazines, newspapers, journals and internet.

37

Data Analysis

Analyzing the responses from questionnaires and interviews to draw

inferences.

Comparing funds against benchmark indices to judge performance.

Statistical Tools

Tables, Charts and Data Analysis tools from MS-excel .

38

PART – II

CHANNEL RECRUTIMENT

Second and major part of my summer project was to recruit the

AGENTS.

This was the new branch that is situated at F.C. Road so there was

required of Channel of Agents and Team Leaders. So recruitment of Agents

for “OPENING THE DEMAT ACCOUNT” was given to me as my second

assignment.

This was not a easy work because there are many people who is

searching a job, they could join it easily because it was without any fee but a

small interview. But to hire potential Agent who could bring the business for

company was important.

For hiring the potential agents I had prepared list of my prospect.

� Working as an agent in financial sectors.

� L.I.C. agents

� Working at junior or middle level in organization for desire to earn

some extra money.

� People who is working in different channels of HDFC Ltd.

� Student who is seeking part-time job.

I have prepared a broacher with following content by which I awarded

to my prospects about the Agent’s job profile and their payment structure.

39

AGENT’S RECRUITMENT BROUCHER

Why will you join “HDFC SECURITIES”?

� Big name HDFC � You can take it as a part time job. [Can work with other job] � You can join without any fee. � Commission as well as attractive Bonus. � Future growth

What would be your job?

� To make the client for D-mate account

What is the structure of Commission and Bonus?

� If you make a client [NCA], If it is

3-in-1 A/C – Rs. 500 2-in-1 A/C - Rs. 400 1-in-1 A/C - Rs. 300

� If client makes trading [C2T] - Rs. 500

Bonus [for a month]

*10 NCA - Rs. 2000 *15 NCA - Rs. 3000 *20 NCA - Rs. 5000 (* 20% NCA should trading.)

40

How much you can earn in a month? If you make 15 client If you make 20 client Of 3-in-1 A/C. Then, Of 2-in-1 A/C. Then,

15 NCA * 500 = Rs. 7500 20 NCA * 400 = Rs. 8000 10 C2T * 500 = Rs. 5000 20 C2T * 500 = Rs. 10000

Bonus = Rs. 2000 Bonus = Rs. 5000

Rs. 14500 Rs. 23000

If you make 20 client

In which 5 are 3-in-1, 10 are 2-in-1,

and 5 are 1-in-1. Then,

5 NCA * 500 = Rs. 2500 10 NCA * 400 = Rs. 4000 5 NCA * 300 = Rs. 1500 20 C2T * 500 = Rs. 10000

Bonus = Rs. 5000

Rs. 23000

BENEFITS

� Not daily reporting � Phone facilities � Internet facilities � No target � Learning with earning

41

Requirement for an Agent.

� Hardworking & Committed � Desire to earn. � Minimum qualification SSC

Requisite Documents for Recruitment of an Agent

� Pan card or its acknowledgement [Xerox] � Address proof [Xerox] � Mark sheet of any qualification above to SSC [Xerox] � Resume � 2 recent photos

42

PART III

Third and last part of my project was “PRODUCTIVITY OF DEMAT

ACCOUNT”.

I had done following work in this part:-

� Lead Generation from-

� HDFC Bank ATM

� Companies providing salary A/C in HDFC Bank.

� Through Internet [from Just Dial Site]

� Cold calling

� Tele calling

� Referral calling

� Sent the P.P.T. via E-mail to people on offering the DEMAT A/c

by HDFC Sec.

43

DATA ANALYSIS

&

INTERPRETATION

44

DATA ANALYSIS & INTERPRETATION

Q1. Do you invest regularly in share market?

YES 89

NO 11

TOTAL 100

Percentage of People Making any Investment

Yes, 89%

No, 11%

Yes

No

Analysis:

It has been observed that approximately 90% of the correspondents

invest in some or the other financial instrument. Though the percentage of

choice of investment may vary due to different factors such as age,

education, risk etc.

45

�

�2) what is your perception about investment in share

market��

��

��

��

�

Perception About Online Trading Account

12%

88%

Safe

Risky

��

��

�

�

�

Analysis: �

� according to survey we can say that 88% of people think investing in

share market is Risky and only 12% of people think

Its safe.

�

�

�

�

�

46

3. What percentage of your income do you invest?

30

57

10

3

0

10

20

30

40

50

60

Below 10% 10-30% 30-50% Above 50%

Percentage of Income Invested

Analysis:

About 60% of people said that they invest between 10%-60% of

their total income in some or other types of financial tools. A major chunk of

people belonging to this segment are young, large disposable income and

have a little knowledge about investment and are willing to take risk.

Below 10% 30

10%-30% 57

30%-50% 10

Above 50% 3

47

Q4. What features/attributes do you except from a bank while

opening online trading account?

41%

21%

17%

13%

8%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

1

Quick service Proper Information Working Hour Less Formalities Variety of Products

Analysis:

When a customer visits any bank the first and foremost thing he looks;

how quickly he is served and how his problem is entertained by the bank

employee that is why in this bar most of customer prefer quick service.

Second thing customer wishes to have proper information regarding their

queries. One thing in this bar also really significant is, factors like, less

formalities of document while opening an account, variety of product do not

make a big impaction customer behavior for opening an account in any bank

if its service is efficient. So service sector like banking preference should be

given to make a prompt and customer friendly service channel. For this

focus must be given to make a prompt and customer-friendly service

channel. For this focus must be given to make well informed and pro-active

employee along with work should be executed technologically rather than

manually.

48

Q5Which factor among the following influenced you to open

on line trading account in HDFC securities?

46%

10%

36%

8%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

1

Friends and Relatives

Advertisement

Bank Employee

Prospectus

Analysis:

As it is said a satisfied a customer is the best medium for an

advertisement since in this bar friends and relatives have play a key role in

opening the accounts for others, which implies that securities real customers

are satisfy enough with the facilities available on the products and the

services enjoyed by them .HDFC securities employees more or less has also

been good performer in their respective domain. Friends and relatives has

been a key factor in generating the awareness about securities product as

well as facilities that is made to available on them in the people’s mind

.HDFC Securities employees have also been informed and have the ability to

convert potential customers according to ability.

49

Q6. Your remark on Online Trading Account services of

HDFC securities?

40%

32%

24%

4%

Good

Excellent

Average

Poor

Analysis:

As this bar is showing at what level people are satisfied with online

trading account, with its unique facility, features and ability to serve all the

needs of customers because by and large it can be said 75% people of this

bar are saying good to trading account, this implies that this product has

been a leading product and is still an attractive product of the HDFC

securities. Reason for this could be different type of facilities associated with

this product, which are rendering true value to the customer and marketing

people are also very much devoted to give the best from this part. Effort

must be given to know why they are people who are still saying average and

poor about saving account and what are factors that are going wrong with

that segment of people.

50

Q7. In comparison to other securities firms how would you

rate HDFC Securities?

44%

24%

20%

8%

4%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Good Average Excellent Can't Say Poor

Analysis:

Rating of any bank depends on its overall performance in the eyes of

the people. This bar is vividly showing that the performance of HDFC Bank

has been good because in such a short span of its existence in this city with

strong competition from major public sector bank like SBI and other private

banks. Reason for this could be, it has occupied a different position in the

people mind with its customer friendly products and to serve them an

efficient and prompt banking system

51

• Age Group

25 to 40 Years,

44%

40 to 55 Years,

28%

Less than 25

Years, 16%Above 55 Years,

12%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Age Group

25 to 40 Years 40 to 55 Years Less than 25 Years Above 55 Years

Analysis:

After looking this bar, it can be said the middle-aged group are the

main customer of the bank as they have occupied almost 75% of this graph.

It means they have more access on the all features, which are really useful

for them. It can be said Saving Account a leading product of Kotak

Mahindra Bank has successful to attract a major Chunk of people as far as

age factor is concerned. But the young and old age group people have been

less attractive on this leading product of Kotak Mahindra Bank, which is fast

area of concern. So collectively it can be said a huge potentiality, is still

available for this product.

52

SWOT ANALYSIS

53

SWOT ANALYSIS

SWOT Analysis is a best way to view the organization’s strategic situations.

It helps to form a basis for deciding on the extent to which a change in the

strategy is necessary.

Strengths:

�� One of the leading Securities firm.

�� An HDFC security is fully customer centric firms.

�� Strong research backed advisory service.

�� Offers a wide range of products and services to its corporate and retail

customers.

Weaknesses:

�� Limited number of branches.

�� Average promotional activities.

54

Opportunities:

�� The signs of Indian economy reviving have created a lot of opportunities

for the company.

�� Foreign banks, long used to a special dispensation in term of capital

calculations, now have to play by tough new rules in India. The problems

for foreign banks may turn out to be opportunity to private banks in India

and they would stand to be the largest gainers/from restructuring and exit

of foreign banks.

Threats:

�� Increased competition from foreign banks which have begun to foray into

financial services segment will pose a threat to the company’s market

share and hence its bottom lines.

55

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56

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In this project I have analyzed many aspects, visited many person to recruit

them as advisor for HDFC securities. In this duration, what I have found is-

�

It is to some extent difficult to convince them to work as advisor. This

is not only thing what I have found. There are many causes and sub causes

are driving it. This is a universal truth, selling an intangible thing is much

more difficult. Recruiting the advisor is the same. This is general perception

of the common people that selling the D-mat a/c is much difficult. This is to

some extent right but not 100%. It requires some skills but more of that self-

confidence. It comes after worth; first, it is important to analyze more causes

and effects that drive less interest to be advisor. I have already shown

different causes and effects through causal loop diagram. Let us see one by

one.

There are fore main and close causes that drive low interest. These are

as it is.

� Lack of awareness: - Most of the people are not aware about the

role of advisor. When we tri to make them convince then the first

things comes to their mind is agent. It hearts their ego. They think it is

very foolish kind of job. Agents never get respects from other. It

reflects that they are not properly aware about it. This is a mind set

and it is very hard to convince but not impossible. I think there is

nothing like impossible. The word impossible says it self “I M

Possible.” The thing is only that how you are going to approach. First

and foremost you should make them aware about all the aspects like

57

their benefits, its future, how much respect they will get, how much

time it will consume, how they can do many jobs at a time, how much

return they will get etc. after that they raise different objections. It is

the stage where most of the recruitment advisors fail. If you will not

satisfy their objections, it is quite clear they are not going to take

interest in you. Successful objection handling is key to our success

and it gives full knowledge to the people.

� Lack of proper guidelines: - This is another big cause, which

leads the main problem. This is also related to first one. Due to lack of

proper techniques, recruitment advisor fails to give proper guideline to

the people. At this moment, we just loose the trust. It is well known

that once you will misguide some one it is very difficult to regain their

trust. Same thing happens here and we claim otherwise. Therefore,

there is a need of taking some steps. It has some more sub-causes that

lead it. This is what I will mention later.

� Fear of failure: - It is a bigger problem that happens with every

body. It is said that “always have a high thinking.” In the word of

hnbl. Presedent Mr. A. P. J. Abul Kalam that high thinking

converts into willingness and it converts into the way to achieve

our targets. Those people who have fear of failure it is quite certain

he will be failure. If we talk about insurance, such kind of thinking is

seen much. People always think, this is the toughest work that I

cannot do. However, I think there is nothing easy to do. We should

have a will power to do that. In present scenario, what I have observed

is recruitment advisor it self is not confident. They go to people

58

having a fear in their mind. It gives a wrong impact on others.

Recruitment advisor itself makes them realize how difficult it is. In

this case people to whom we go for recruitment loose their confidence

and refuse to be advisor.

� Self-Ego: - This is again a big issue that comes under one of the

close cause that leads low interest in the mind of common people to

be Advisor.

59

FINDINGS

1. The promotional activity of HDFC securities is quite average.

2. Majority of the customers have said that, because of the unique

products they have attracted towards HDFC i.e., 55% and second

factor is the service i.e., 33%.

3. As per the analysis of the data it was found that majority of the

customer wants to grow their money through Mutual Funds and

Insurance.

4. Most of the customers of HDFC securities have said that they haven’t

advised by the HDFC about various investment schemes.

5. Around 50% of the customers have said that HDFC is taking care of

financial/banking needs.

6. As per my study and analysis majority of the customers are quite

satisfied with HDFC.

7. As per the data analysis 27% of the non-existing customers do not

know about the HDFC..

.

8. Most of the non-existing customers were not getting the following

facilities from their securities firms, which they want: Free value

added services, fast processing.

60

LIMITATIONS

61

LIMITATIONS

During conducting this research work I came across the following

limitations:

1) Though I got much time to complete the project but due to the time

factor there arises some problems to carry out study with almost

precautions.

2) The HDFC securities have taken so many days to provide the

secondary data’s.

3) Sometimes the respondents were not available at their places.

4) Some of the respondents refuse to give the important information best

known to them.

5) Doing a survey is very expensive for anybody.

6) I had got to go in sun and rain for data collection.

However, in spite of these limitations all efforts have been putted to make

the report correct, genuine and fulfilling the objectives of the reports.

62

RECOMMENDATIONS

63

RECOMMENDATIONS

� HDFC should promote their securities through

advertisements or through other channels. So that everybody

should get aware of this securities firm.

� HDFC should advise their customers regularly about their

various investment schemes.

� Mobile banking provided by the HDFC is not working

properly, so HDFC should take this into consideration and

try to eradicate such problems.

� A HDFC employee doesn’t have proper product knowledge

due to which sometimes customer gets confused. So HDFC

should provide product training sessions to their employees.

� Time to time HDFC should take their customers feedback,

so that they can assess themselves.

� Equal importance should be given to retain the customers as

it given at the time of opening D-mat accounts.

� The company needs to create awareness, as people are

unaware about the types of financial instruments available in

the market.

64

CONCLUSIONS

65

Conclusions:

� The signs of Indian economy reviving have created a lot of

opportunities for the company.

� Foreign banks, long used to a special dispensation in term of capital

calculations, now have to play by tough new rules in India. The problems for

foreign banks may turn out to be opportunity to private banks in India and

they would stand to be the largest gainers/from restructuring and exit of

foreign banks.

� People have started investing in Modern Investment

Products but still investment in FD’s and Insurance is more.

66

BIBLIOGRAPHY

67

BIBLIOGRAPHY

Bibliography includes references, books, magazines, web sites and

newspapers that are used during any research. I used following bibliography

during my research project.

Books

• Kothari, C.R., Research Methodology, New Delhi, New Age

International Ltd.

• Kotler Philip, Marketing Management, 2003 Edition, “New

Delhi”, prentice hall of India.

• Schiff man, L.G, kanuk, L.L,”Consumer behavior”, Pearson

education, year 2003-04, seventh edition.

WEBLIOGRAPHY

INTERNET

• www.hdfcsecurities.com

• www.yahoosearch.in

• www.google.com

• www.rbi.in

• www.wikipedia.org

68

ANNEXURE

69

ANNEXURE

QUESTIONNAIRE

(FOR GENERAL)

Dear Sir/Madam I am management student conducting a survey on HDFC Bank Ltd.,

(PUNE). I shall be very thankful, if you give your few minutes to me for answering few

questions given below. Every information given by you will be only for answering few

questions given below. Every information given by you will be only for academic

purpose.

Name…………………………………….. Address…………………………..

Sex……………………………………….. …………………………………….

Age……………………………………….. ……………………………………..

Occupation……………………………….

Q.1.Do you invest regularly?

a) Yes b) No

��

��

��

70

Q.3. what percentage of your income do you invest?

a) Below 10% c) 30% to 50%

b) 10% to 30% d) Above 50

Q4. . Please specifies your annual income?

a) Less than 1 Lakh c) 3 to 4 Lakh

b) 1to 2 Lakh d) More than 4 Lakh

Q.5. what features/attributes, while opening an account do you expect from a

bank?

a) Quick Service c)Variety of Products

b) Proper Information d)Less formalities of documents

Q.6. If yes, which features compelled you most to open an account in HDFC

Securities?

a) Quick Service b) Variety of Products

c) Proper Information d) Less formalities of documents

Q.7. Who influenced to open a trading account in HDFC Bank?

a) Bank employees c) Advertisement

b) Prospectus d) Friends

71

Q8. Would you recommend anyone to open an account in HDFC Bank?

a) Yes b) No

Q 9. Your remark on trading Account with HDFC securities?

a) Excellent c) Average

b) Good d) Poor

______________________________________