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Chapter 1

EXCUTIVE SUMMARY

Role of financial system is to enthusiast economic development. As investors are

getting more educated, aware and prudent they look for innovative investment

instruments so that they are able to reduce investment risk, minimize transaction

costs, and maximize returns along with certain level of convenience as a result there

has been as advent of numerous innovative financial instrument such as bonds,

company deposits, insurance, and mutual funds.

All of which could be matched with individual’s investment needs. Mutual funds

score over all other investment options in terms of safety, liquidity, returns, and are as

transparent, convenient as it can get. Goal of a mutual fund is to provide an efficient

way to make money

In India there are 36 mutual funds with different Investment strategies and goals to

choose from .different mutual funds have different risks, which differ because of

fund’s goals, funds manager, and investment styles. A mutual fund is an investment

company that collects money from many people and invests it in a variety of

securities .the company then manages the money on an ongoing basis for individuals

and businesses. Mutual funds are an efficient way to invest in stocks, bonds, and other

securities for three reasons:

A) The securities purchased are managed by professional managers.

B) Risk is spread out or diversified, because you have a collection of different stocks

and bonds.

C) Costs usually are lower than what you would pay on your own, since the funds

buy in large quantities.

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1.1 PROJECT FAQ’S

1.1.1. What is the project all about?

ICICI Securities has taken an Initiative to create awareness about Mutual Funds to its

customers. The project is named “Mutual Fund Simplified “. The objective is to

demonstrate the benefit of mutual fund and investing in Mutual Fund through

ICICIdirect.com and a survey about Mutual Fund investments from existing

customers of ICICI Securities (Customers who have an ICICIdirect.com account).

1.1.2. What am I supposed to do in this project?

I have provided with a set of clients to do the survey. I have made calls to these

clients, fixed appointments and meet them for the survey.

1.1.3. How will I get the access to these clients?

I have provided access to a customer relationship management tool called Pivotal lite.

I have provided a User Id & a password to access the same. The clients will get

assigned in Pivotal lite as an activity. I have to view the activities assigned to me, call

the clients & seek an appointment from the client. Further, I have to update my

activities (calling and meeting) in Pivotal lite.

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1.2 OBJECTIVE

The objective of the research is to study and analyze the awareness level of investors

of mutual funds

An attempt has been made to measure various variable’s playing in the minds of

investors in terms of safety, liquidity, service, returns, and tax saving

Finding out ways and means to improve on the services by ICICI SECURITIES LTD.

1.3 Do’s & Don’ts

1.2.1: Do’s

1. Dress Code is Formals for the entire Internship duration.

2. Be on Time for client meetings – preferably 5 minutes before the scheduled

meeting time

3. Be Polite & Courteous in dealing with clients

4. In case of client feedback pertaining to overall service / other issues, communicate

the message to the branch manager

5. In case client wants to register any issue, politely ask them to contact the call

centre. The call centre number is 022 – 2830 7777

1.2.2: Dont’s

1. Commit anything to the client on any service / product

2. Give your personal recommendations on Mutual Fund schemes or any other

investments

3. Do not commit any returns on Mutual Fund Schemes / other investments

4. Do not take along any Relationship manager / Branch Manager for your client

meetings

5. Take any documents from clients / Ask for documents from Client.

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1.4 WHAT IS A MUTUAL FUND?

Mutual fund is an investment company that pools money from shareholders and

invests in variety of securities, such as stocks, bonds and money market instruments.

Most open-end Mutual funds stand ready to buy back (redeem) its shares at their

current net asset value, which depends on the total market value of the fund’s

investment portfolio at the time of redemption. Most open-end Mutual funds

continuously offer new shares to investors. Also known as an open-end investment

company, to differentiate it from a closed-end investment company. Mutual funds

invest pooled cash of many investors to meet the funds stated investment objective.

Mutual funds stand ready to sell and redeem their shares at any time at the funds

current net asset value: total fund assets divided by shares outstanding. In Simple

Words, Mutual fund is a mechanism for pooling the resources by issuing units to the

investors and investing funds in securities in accordance with objectives as disclosed

in offer document. Investments in securities are spread across a wide cross-section of

industries and sector sand thus the risk is reduced. Diversification reduces the risk

because all stocks may not move in the same direction in the same proportion at the

same time. Mutual fund issues units to the investors in accordance with quantum of

money invested by them. Investors of Mutual funds are known as unit holders. The

profits or losses are shared by the investors in proportion to their investments.

Mutual funds normally come out with a number of schemes with different investment

objectives which are launched from time to time. In India, A Mutual fund is required

to be registered with Securities and Exchange Board of India (SEBI) which regulates

securities markets before it can collect funds from the public. In Short, a Mutual fund

is a common pool of money in to which investors with common investment objective

places their contributions that are to be invested in accordance with the stated

investment objective of the scheme. The investment manager would invest the money

collected from the investor in to assets that are defined/ permitted by the stated

objective of the scheme. For example, an equity fund would invest equity and equity

related instruments and a debt fund would invest in bonds, debentures, gilts etc.

Mutual fund is a suitable investment for the common man as it offers an opportunity

to invest in a diversified, professionally managed basket of securities at a relatively

low cost.

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Key Investment Considerations

1.4.1 ADVANTAGES OF MUTUAL FUNDS

Professional Management. The major advantage of investing in a mutual fund is that

you get a professional money manager to manage your investments for a small fee.

You can leave the investment decisions to him and only have to monitor the

performance of the fund at regular intervals.

• Diversification. Considered the essential tool in risk management, mutual funds

make it possible for even small investors to diversify their portfolio. A mutual fund

can effectively diversify its portfolio because of the large corpus. However, a small

investor cannot have a well- diversified portfolio because it calls for large investment.

For example, a modest portfolio of 10 blue-chip stocks calls for a few a few

thousands.

• Convenient Administration. Mutual funds offer tailor-made solutions like systematic

investment plans and systematic withdrawal plans to investors, which is very

convenient to investors. Investors also do not have to worry about investment

decisions; they do not have to deal with brokerage or depository, etc. for buying or

selling of securities. Mutual funds also offer specialized schemes like retirement

Liquidity You get your money back when you want it

Plus Convenience How easy is it to invest,

disinvest How easy is it to invest, disinvest

and adjust to your needs?

Post-tax Returns How much is really left for

you post tax?

Safety You get your money back

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plans, children’s plans, industry specific schemes, etc. to suit personal preference of

investors. These schemes also help small investors with asset allocation of their

corpus. It also saves a lot of paper work. Costs Effectiveness A small investor will

find that the mutual fund route is a cost-effective method (the AMC fee is normally

2.5%) and it also saves a lot of transaction cost as mutual funds get concession from

brokerages. Also, the investor gets the service of a financial professional for a very

small fee. If he were to seek a financial advisors help directly, he will end up paying.

1.4.2. TYPE OF MUTUAL FUND

1. Close – Ended Schemes.

2. Open-Ended schemes

3. Interval Schemes.

4. by investment objective

5. Growth Schemes.

6. Income Schemes.

7. Balanced Schemes.

8. Other schemes 3

9. Tax Saving Schemes.

10. Special Schemes. 3.

11. Index Schemes.

12. Sector Specific Schemes, etc.

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Chapter 2

COMPANY PROFILE

2.1 Introduction

ICICI Securities Ltd is an integrated securities firm offering a wide range of services

including investment banking, institutional broking, retail broking, private wealth

management, and financial product distribution.

ICICI Securities sees its role as 'Creating Informed Access to the Wealth of the

Nation' for its diversified set of client that includes corporate, financial institutions,

high net-worth individuals and retail investors.

Headquartered in Mumbai, ICICI Securities operates out of 66 cities and towns in

India and global offices in Singapore and New York.

ICICI Securities Inc., the step down wholly owned US subsidiary of the company is a

member of the Financial Industry Regulatory Authority (FINRA) / Securities

Investors Protection Corporation (SIPC). ICICI Securities Inc. activities include

Dealing in Securities and Corporate Advisory Services in the United States.

ICICI Securities Inc. is also registered with the Monetary Authority of

Singapore (MAS) and operates a branch office in Singapore.

2.2 Company’s mission:

To judged by their sales and earnings growth rates than on the absolute value of their

sales and earnings. Look for companies that consistently grow faster than there peers.

Investors prefer companies that increase profit margins -- the percentage of

sales that they keep -- every year. This is accomplished either by lowering expenses or

raising prices. Look for companies that consistently find ways to squeeze more profits

out of sales than their peers.

The financial health of a company is dependent on a combination of

profitability, short-term liquidity and long term liquidity. Companies, which are

profitable, but have poor short term or long term liquidity measures, do not survive

the troughs of the trade cycle.

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2.3 BOARD OF DIRECTOR

ICICI Securities Limited.

Ms. Chanda D. Kochhar,Chairperson

Mr. Uday Chitale

Mr. Narendra Murkumbi

Ms. Zarin Daruwala

Ms. Shilpa Kumar

Mr. Anup Bagchi, Managing Director & CEO

Mr. Ajay Saraf, Executive Director

2.4 MANAGMENT TEAM

Anup Bagchi is MD & CEO at ICICI Securities Ltd. Mr.Bagchi will spearhead the

company's initiatives in Corporate Finance which includes Equity Capital Markets

Advisory Services, and Institutional Equities; Retail Equities which includes

ICICIdirect.com, one of the largest players in the internet brokerage space and

Financial.

Ajay Saraf is the Executive Director and Head of Corporate Finance and Institutional

Equities at ICICI Securities.

2.4 PRODUCTS & SERVICES.

Equity

Derivatives

Currency

Mutual Funds

ETF

Life Insurance

General Insurance

FD/Bonds

Loans

Tax

e-Locker

Trade Racer

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2.5 HISTORY

2.5.1 HISTORY OF ICICI DIRECT.COM

The ICICI Securities is mainly dealing in the security market. The security market of

India is very widely speeded and still it is growing at a good rate. The major institutions

which are involved in the security market are performing the role of the intermediaries for

―Buyers‖ and ―Sellers‖ in the market. The service provided by the mediator is easy

transaction between two parties. Before 1998 the security market was dealing in physical

format. There were share brokers who performed the job of the intermediaries between

the two parties. The main markets were the stock exchanges situated in different parts of

the country. The brokers were purchasing and selling the securities on behalf of the

investors. The major stock exchanges are as follow.

2.5.1 (A) NATIONAL STOCK EXCHANGE {N.S.E.}: NSE was set up in 1993 at Delhi to

encourage stock exchange reforms through the system modernization and competition.

The NSE was following the screen based trading system. The system through which the

NSE is trading is known as the NEAT [National Exchange for Automated Trading.]. It

allows members across the country to trade simultaneously and with full efficiency. As on

December 1996 there were around 1200 companies traded on NSE. Out of 1200

companies only 535 companies were listed and rest were permitted companies. The

market capitalization as on January was 4.2 trillion. The total turnover of the NSE as on

January was around Rs. 2, 16,000 crores. This was more than nine times than the turnover

of 1995, which was Rs. 27,000 crores.

2.5.1(B) BOMBAY STOCK EXCHANGE {B.S.E.}:- The BSE is situated at Mumbai more

popularly known as the ―DALAL STREET‖. As the Mumbai is the trading capital of the

nation, most of the companies prefer to list their shares in the BSE. The BSE had an extra

age over the NSE in number of the companies listed. As on December 1996, only 1200

companies were traded on the NSE where as on BSE on the same day 5999 companies

were traded. But since November 1995 trading volumes on NSE is more than the BSE.

The BSE is also a major party who has contributed to the development of security market

in India.

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2.5.1(C) OVER THE COUNTER EXCHANGE OF INDIA {O.T.C.E.I.}: The OTCEI was

established in the October 1990. It was jointly promoted by following institutions.

Unit Trust of India

ICICI

IDBI

SBI capital Market Ltd.

IFCI

GIC

The OTCEI is an exchange where all the activities are computerized. It includes the

trading, billing, payments etc…… This had opened a new horizon for the security market

in India. As all the transactions were done through computers, it improved the speed,

efficiency and transparency of the transaction.

2.5.2 OVERVIEW

ICICI Bank is India's second-largest bank with total assets of about Rs.1,67,659 crores at

March 31, 2005 and profit after tax of Rs. 2,005 crores for the year ended.

Here all the activities are computerized. It includes the trading, billing, payments etc……

This had opened a new horizon for the security market in India. As all the transactions

were done through computers, it improved the speed, efficiency and transparency of the

transaction.

March 31, 2005 (Rs. 1,637 crores in fiscal 2004). ICICI Bank has a network of about 560

branches and extension counters and over 1,900 ATMs. ICICI Bank offers a wide range

of banking products and financial services to corporate and retail customers through a

variety of delivery channels and through its specialized subsidiaries and affiliates in the

areas of investment banking, life and non-life insurance, venture capital and asset

management. ICICI Bank set up its international banking group in fiscal 2002 to cater to

the cross border needs of clients and leverage on its domestic banking strengths to offer

products internationally. ICICI Bank currently has subsidiaries in the United Kingdom,

Canada and Russia, branches in Singapore and Bahrain and representative offices in the

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United States, China, United Arab Emirates, Bangladesh and South Africa. ICICI Bank's

equity shares are listed in India on the Stock Exchange, Mumbai and the National Stock

Exchange of India Limited and its American Depositary Receipts (ADRs) are listed on

the New York Stock Exchange (NYSE). As required by the stock exchanges, ICICI Bank

has formulated a Code of Business Conduct and Ethics for its directors and employees. At

April 4, 2005, ICICI Bank, with free float market capitalization* of about Rs. 308.00

billion (US$ 7.00 billion) ranked third amongst all the companies listed on the Indian

stock exchanges.

ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian financial

institution, and was its wholly-owned subsidiary. ICICI's shareholding in ICICI Bank was

reduced to 46% through a public offering of shares in India in fiscal 1998, an equity

offering in the form of ADRs listed on the NYSE in fiscal 2000, ICICI Bank's acquisition

of Bank of Madura Limited in an all-stock amalgamation in fiscal 2001, and secondary

market sales by ICICI to institutional investors in fiscal 2001 and fiscal 2002. ICICI was

formed in 1955 at the initiative of the World Bank, the Government of India and

representatives of Indian industry. The principal objective was to create a development

financial institution for providing medium-term and long-term project financing to Indian

businesses. In the 1990s, ICICI transformed its business from a development financial

institution offering only project finance to a diversified financial services group offering a

wide variety of products and services, both directly and through a number of subsidiaries

and affiliates like ICICI Bank. In 1999, ICICI become the first Indian company and the

first bank or financial institution from non-Japan Asia to be listed on the NYSE. After

consideration of various corporate structuring alternatives in the context of the emerging

competitive scenario in the Indian banking industry, and the move towards universal

banking, the managements of ICICI and ICICI Bank formed the view that the merger of

ICICI with ICICI Bank would be the optimal strategic alternative for both entities, and

would create the optimal legal structure for the ICICI group's universal banking strategy.

The merger would enhance value for ICICI shareholders through the merged entity's

access to low-cost deposits, greater opportunities for earning fee-based income and the

ability to participate in the payments system and provide transaction-banking services.

The merger would enhance value for ICICI Bank shareholders through a large capital

base and scale of operations, seamless access to ICICI's strong corporate relationships

built up over five decades, entry into new business segments, higher market share in

various business segments, particularly fee-based services, and access to the vast talent

pool of ICICI and its subsidiaries. In October 2001, the Boards of Directors of ICICI and

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ICICI Bank approved the merger of ICICI and two of its wholly-owned retail finance

subsidiaries, ICICI Personal Financial Services Limited and ICICI Capital Services

Limited, with ICICI Bank. The merger was approved by shareholders of ICICI and ICICI

Bank in January 2002, by the High Court of Gujarat at Ahmadabad in March 2002, and

by the High Court of Judicature at Mumbai and the Reserve Bank of India in April 2002.

Consequent to the merger, the ICICI group's financing and banking operations, both

wholesale and retail, have been integrated in a single entity. Free float holding excludes

all promoter holdings, strategic investments and cross holdings among public sector

entities.

ICICI group is a dynamic business group in financial sector of India. It has got growth at

a very good speed and is still growing at better speed. The performance of the bank is

consistently growing at a very good speed. This is the reason that ICICI bank has been

ranked 2nd in all over performance in India. It is 2nd no bank after SBI group bank which

is leading the bank sector. But still in the private sector banks ICICI is leading the market

leaving behind banks like HDFC, Standard Chartered, Kotak Mahindra etc...

The history of growth of the ICICI is as follow in sequence of years.

1955: The Industrial Credit and Investment Corporation of India Limited (ICICI)

incorporated through the collective efforts of the World Bank, the Government of India

and representatives of Indian industry. Its main aim was to provide medium term and long

term loans to the Indian business units. Mr.A.Ramaswami Mudaliar was been elected as

the first Chairman of ICICI Limited

1956: ICICI declared its first Dividend at 3.5%. Within one year of the operation, bank

started earning profit and declared dividend.

1958: Mr.G.L.Mehta was appointed the 2nd Chairman of ICICI Ltd.

1960: ICICI building at 163, Back Bay Reclamation was inaugurated.

1967: ICICI made its first debenture issue for Rs.6 crore, which was oversubscribed.

1969: First two regional offices in Calcutta and Madras were opened.

1972: Second entity in India to set-up merchant banking services.

1977: ICICI sponsors the formation of Housing Development Finance Corporation.

Managed its first equity public issue

1978: Mr. James Raj appointed as the fourth Chairman of ICICI.

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1979: Mr.Siddharth Mehta appointed as the fifth Chairman of ICICI.

1982: Becomes the first ever Indian borrower to raise European Currency Units. ICICI

commences leasing business.

1984: Mr. S. Nadkarni appointed as the sixth Chairman of ICICI.

1985: Mr.N.Vaghul appointed as the seventh Chairman and Managing Director of ICICI.

1986: ICICI first Indian Institution to receive ADB Loans. First public issue by an Indian

entity in the Swiss Capital Markets. ICICI along with UTI sets up Credit Rating

Information Services of India Limited, (CRISIL) India's first professional credit rating

agency. ICICI promotes Shipping Credit and Investment Company of India Limited.

(SCICI) The Corporation made a public issue of Swiss Franc 75 million in Switzerland,

the first public issue by any Indian equity in the Swiss Capital Market.

1987: ICICI signed a loan agreement for Sterling Pound 10 million with Commonwealth

Development Corporation (CDC), the first loan by CDC for financing projects in India.

1988: ICICI promotes TDICI - India's first venture capital company.

1993: ICICI sets-up ICICI Securities and Finance Company Limited in joint venture with

J. P. Morgan. ICICI sets up ICICI Asset Management Company.

1994: ICICI sets up ICICI Bank.

1996: Mr.K.V.Kamath appointed the Managing Director and CEO of ICICI Ltd.

1997: The name "The Industrial Credit and Investment Corporation of India Limited‖ was

changed to "ICICI Limited". ICICI announces takeover of ITC Classic Finance.

1998: Introduced the new logo symbolizing a common corporate identity for the ICICI

Group. ICICI announces takeover of Anagram Finance.

1999: ICICI launches retail finance - car loans, house loans and loans for consumer

durables. ICICI becomes the first Indian Company to list on the NYSE through an issue

of American Depositary Shares.

2000: ICICI Bank becomes the first commercial bank from India to list its stock on

NYSE. ICICI Bank announces merger with Bank of Madura.

2001: The Boards of ICICI Ltd and ICICI Bank approved the merger of ICICI with ICICI

Bank.

2002: ICICI Ltd merged with ICICI Bank Ltd to create India‘s second largest bank in

terms of assets. ICICI assigned higher than sovereign rating by Moody‘s. ICICI Bank

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launched India‘s first CDO (Collateralized Debt Obligation) Fund named Indian

Corporate Collateralized Debt Obligation Fund (ICCDO Fund). "E Lobby", a self-service

banking centre inaugurated in Pune. It was the first of its kind in India. ICICI Bank

launched Private Banking. 1100-seat Call Centre set up in Hyderabad ICICI Bank Home

Shoppe, the first-ever permanent aggregation and display of housing projects in the

county, launched in Pune, ATM-on-Wheels, India‘s first mobile ATM, launched in

Mumbai.

2003: The first Integrated Currency Management Centre launched in Pune. ICICI Bank

announced the setting up of its first ever offshore branch in Singapore. The first offshore

banking unit (OBU) at Seepz Special Economic Zone, Mumbai, launched. ICICI Bank‘s

representative office inaugurated in Dubai. Representative office set up in China. : ICICI

Bank‘s UK subsidiary launched. India‘s first ever "Visa Mini Credit Card", a 43% smaller

credit card in dimensions launched. ICICI Bank subsidiary set up in Canada. Temasek

Holdings acquired 5.2% stake in ICICI Bank.

ICICI Bank became the market leader in retail credit in India.

2004: Max Money, a home loan product that offers the dual benefit of higher eligibility

and affordability to a customer, introduced. Mobile banking service in India launched in

association with Reliance Infocomm. India‘s first multi-branded credit card with HPCL

and Airtel launched. Kisan Loan Card and innovative, low-cost ATMs in rural India

launched. ICICI Bank and CNBC TV 18 announced India‘s first ever awards recognizing

the achievements of SMEs, a pioneering initiative to encourage the contribution of Small

and Medium Enterprises to the growth of Indian economy. ICICI Bank opened its 500th

branch in India. ICICI Bank introduced partnership model wherein ICICI Bank would

forge an alliance with existing micro finance institutions (MFIs). The MFI would

undertake the promotional role of identifying, training and promoting the micro-finance

clients and ICICI Bank would finance the clients directly on the recommendation of the

MFI. ICICI Bank introduced 8-8 banking wherein all the branches of the Bank would

remain open from 8a.m. to 8 p.m. from Monday to Saturday. ICICI Bank introduced the

concept of floating rate for home loans in India.

2005: First rural branch and ATM launched in Uttar Pradesh at Delpandarwa, Hardoi.

"Free for Life" credit cards launched wherein annual fees of all ICICI Bank Credit Cards

were waived off. ICICI Bank and Visa jointly launched m-Chq – a revolutionary credit

card on the mobile phone. Private Banking Masters 2005, a nationwide Golf tournament

15

for high net worth clients of the private banking division launched. This event is the

largest domestic invitation amateur golf event conducted in India. First Indian company to

make a simultaneous equity offering of $1.8 billion in India, the United States and Japan.

Acquired IvestitsionnoKreditny Bank of Russia. ICICI Bank became the largest bank in

India in terms of its market capitalization. ICICI Bank became the first private entity in

India to offer a discount to retail investors for its follow-up offer.

2006: ICICI Bank became the first Indian bank to issue hybrid Tier-1 perpetual debt in

the international markets. ICICI Bank subsidiary set up in Russia. Introduced a new

product - ‗NRI smart save Deposits‘– a unique fixed deposit scheme for nonresident

Indians. Representative offices opened in Thailand, Indonesia and Malaysia. ICICI Bank

became the largest retail player in the market to introduce a biometric enabled smart card

that allow banking transactions to be conducted on the field. A low-cost solution, this

became an effective delivery option for ICICI Bank‘s micro finance institution partners.

Financial counselling centre Disha launched. Disha provides free credit counselling,

financial planning and debt management services. Bhoomi puja conducted for a regional

hub in Hyderabad, Andhra Pradesh.

2007: ICICI Banks USD 2 billion 3-tranche international bond offering was the largest

bond offering by an Indian bank. Sangli Bank amalgamated with ICICI Bank. ICICI Bank

raised Rs 20,000 crores (approx $5 billion) from both domestic and international markets

through a follow-on public offer. ICICI Bank‘s GBP 350 million international bond

offering marked the inaugural deal in the sterling market from an Indian issuer and also

the largest deal in the sterling market from Asia. Launched India‘s first ever jewellery

card in association with jewelry major Gitanjali Group. ICICI Bank became the first bank

in India to launch a premium credit card -- The Visa Signature Credit Card. Foundation

stone laid for a regional hub in Gandhinagar, Gujarat. Introduced SME Toolkit, an online

resource centre, to help small and medium enterprises start, finance and grow their

business. ICICI Bank signed a multi-tranche dual currency US$ 1.5 billion syndication

loan agreement in Singapore. ICICI Bank became the first private bank in India to offer

both floating and fixed rate on car loans, commercial vehicles loans, construction

equipment loans and professional equipment loans. In a first of its kind, nationwide

initiative to attract bright graduate students to pursue a career in banking, ICICI Bank

launched the "Probationary Officer Programme". Launched Bank@home services for all

savings and current a/c customers residing in India ICICI Bank Eurasia LLC inaugurated

its first branch at St Petersburg, Russia.

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2008: ICICI Bank enters US, launches its first branch in New York ICICI Bank enters

Germany, opens its first branch in Frankfurt ICICI Bank launched I-Mobile, a

breakthrough innovation in banking where practically all internet banking transactions

can now be simply done on mobile phones. ICICI Bank concluded India's largest ever

securitization transaction of a pool of retail loan assets aggregating to Rs. 48.96 billion

(equivalent of USD 1.21 billion) in a multi-tranche issue backed by four different asset

categories. It is also the largest deal in Asia (ex-Japan) in 2008 till date and the second

largest deal in Asia (ex-Japan & Australia) since the beginning of 2007. ICICI Bank

launches ICICIACTIVE - Banking Interactive Service - along with DISHTV, which will

allow viewers to see information about the Bank's products and services and contact

details on their DISHTV screens. ICICI Bank and British Airways launch co-branded

credit card, which is designed to earn accelerated reward points to the card holders with

every British Airways flight or by spending on everyday purchases.

ICICI Bank Board appoints Mr K. V. Kamath as non-executive Chairman and Ms

Chanda Kochhar as Managing Director & CEO effective May 1, 2009, while the existing

non-executive Chairman Mr N Vaghul retires after completing his term on April 30,

2009

2009: ICICI bank ties up with BSNL Cell One for bill payments; it will facilitate bill

payment for BSNL Cell One users through www.icicibank.com across all the 27 circles of

BSNL. ICICI Bank Limited acting through its Hong Kong Branch (ICICI Bank) signed

an agreement on Export Credit Line totaling up to US$100 million with the Japan Bank

for International Cooperation (JBIC) which constitutes the international wing of Japan

Finance Corporation. ICICI Bank Limited acting through its Hong Kong Branch (ICICI

Bank) signed a loan agreement with the Export-Import Bank of China (China Exim) for

USD 98 million under the Two- step Buyer Credit (Export Credit) arrangement. ICICI

Bank is the first Indian Bank to have entered into this arrangement with China Exim

ICICI Bank with Singapore Airlines launched ―ICICI Bank Singapore Airlines Visa

Platinum Credit Card‖, the Card has exclusive privileges especially designed for the

members. ICICI Bank is India's second-largest bank with total assets of about Rs.125, 229

crore and a network of over 450 branches and offices and about 1790 ATMs. ICICI Bank

offers a wide range of banking products and financial services to corporate and retail

customers through a variety of delivery channels and through its specialized subsidiaries

and affiliates in the areas of investment banking, life and non-life insurance, venture

capital and asset management. ICICI Bank's equity shares are listed in India on stock

exchanges at Kolkata and Vadodara, the Stock Exchange, Mumbai and the National Stock

17

Exchange of India Limited and its American Depositary Receipts (ADRs) are listed on

the New York Stock Exchange (NYSE).

ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian financial

institution, and was its wholly-owned subsidiary. ICICI's shareholding in ICICI Bank was

reduced to 46% through a public offering of shares in India in fiscal 1998, an equity

offering in the form of ADRs listed on the NYSE in fiscal 2000, ICICI Bank's acquisition

of Bank of Madura Limited in an all-stock amalgamation in fiscal 2001, and secondary

market sales by ICICI to institutional investors in fiscal 2001 and fiscal 2002. ICICI was

formed in 1955 at the initiative of the World Bank, the Government of India and

representatives of Indian industry. The principal objective was to create a development

financial institution for providing medium-term and long-term project financing to Indian

businesses. In the 1990s, ICICI transformed its business from a development financial

institution offering only project finance to a diversified financial services group offering a

wide variety of products and services, both directly and through a number of subsidiaries

and affiliates like ICICI Bank. In 1999, ICICI become the first Indian company and the

first bank or financial institution from non-Japan Asia to be listed on the NYSE. After

consideration of various corporate structuring alternatives in the context of the emerging

competitive scenario in the Indian banking industry and the move towards universal

banking, the managements of ICICI and ICICI Bank formed the view that the merger of

ICICI with ICICI Bank would be the optimal strategic alternative for both entities, and

would create the optimal legal structure for the ICICI group's universal banking strategy.

The merger would enhance value for ICICI shareholders through the merged entity's

access to low-cost deposits, greater opportunities for earning fee-based income and the

ability to participate in the payments system and provide transaction-banking services.

The merger would enhance value for ICICI Bank shareholders through a large capital

base and scale of operations, seamless access to ICICI's strong corporate relationships

built up over five decades, entry into new business segments, higher market share in

various business segments, particularly fee-based services, and access to the vast talent

pool of ICICI and its subsidiaries. In October 2001, the Boards of Directors of ICICI and

ICICI Bank approved the merger of ICICI and two of its wholly-owned retail finance

subsidiaries, ICICI Personal Financial Services Limited and ICICI Capital Services

Limited, with ICICI Bank. The merger was approved by shareholders of ICICI and ICICI

Bank in January 2002, by the High Court of Gujarat at Ahmadabad in March 2002, and

by the High Court of Judicature at Mumbai and the Reserve Bank of India in April 2002.

18

Consequent to the merger, the ICICI group's financing and banking operations, both

wholesale and retail, have been integrated in a single entity.

BRANCHES IN PUNE:

1) AUNDH:

Ground Floor

Abhimanshree Apartments-2

Condominium

Bhuvaneshwar Society, Aundh

PUNE, MAHARASHTRA

Pin Code: 411007

2) BIBWEWADI:

RAMA S.No 682/A, CTS No 1048

Plot No 49,

Chatrapati Rajaram Co-Op Hou.Soc

Jedhenagar,Bibwewadi

PUNE, MAHARASHTRA

Pin Code: 411037

3) CHINCHWAD:

Groud Floor, Premsagar,H Wing

Near PCMC Auditorium

Chinchwad

PUNE, MAHARASHTRA

Pin Code: 411033

4) F C COLLEGE ROAD:

Ground Floor, Plot No. 311, Cts

No. 927, Sanas Memories,

Office No. 3, F. C. College Road,

PUNE, MAHARASHTRA

Pin Code: 411005

5) FATIMANAGAR:

Ground Floor, near Vishal

Megamart,

KPCT B Wing

S No.16,Hisa No.1/1,CTS

No.912,Wanawadi

Fatima nagar.

PUNE, MAHARASHTRA

Pin Code: 411040

6) KALYANINAGAR:

Gr. Floor &

Mezzanine,Krishnakunj,

S No.211

Hissa No. 2E, Plot No. 17

Kalyaninagar, Yerwada

PUNE, MAHARASHTRA

Pin Code: 411006

7) KONDHWA ADITYA

BUSINESS CENTRE:

Gr. Floor, Aditya Business Center,

A.N. 1A(Part), Kondhwa Khurd,

PUNE, MAHARASHTRA

Pin Code: 411048

8) KOTHRUD:

Gr. Floor & Basement

Pramila Apt, Plot No. 16,

Beside Hotel Kamat, Dahanukar Colony Circle, Kothrud PUNE, MAHARASHTRA

Pin Code: 411029

9) M G ROAD:

Gr.Floor, 86A, Survey No.390/1684-

1

M.G.Road, Opp. Kohinoor

Restaurant, Camp

PUNE, MAHARASHTRA

Pin Code: 411001

19

2.4 AWARDS

2.4.1 Retail

ICICI Securities won the Award for Outstanding Social Impacts at the Global

Sustainability Leadership Awards 2014 These awards recognize institutions for their

contribution to the society in their domain as well as businesses that deliver products

and services in ways that takes full account of their responsibility towards the

communities they touch.

"MOST ADMIRED SERVICE PROVIDER IN FINANCIAL SECTOR? At the

BANKING FINANCIAL SERVICES & INSURANCE AWARDS 2014 presented

by ABP News.

ICICIdirect.com, won the Outlook Money ' Best e- Brokerage Award' ninth time in

a row. Previously, the firm won the award in 2004, 2005, 2007, 2008, 2009, 2010,

2011, and 2012.

ICICIdirect.com won the Mobbys award for the "Best Mobile application in

Mobile Trading".

ICICI Securities Business Partners has been conferred the Franchise India Awards

2013, for being the 'Franchisor of the year' in the Financial Services category.

ICICIdirect.com, won the award for Innovation at Banking Frontiers Finnoviti

Awards 2013. The award was conferred on ICICI Direct' for its `Valid Till Cancel

Order' (VTC ) facility, which was awarded amongst the top 3 innovations in BFSI

industry by 'Peer Voting'.

ICICI Securities won the Outlook Smart use Technology e-Retailer of the year

2013 conferred by FIHL in association with HomeShop18.com.

ICICIdirect.com won the 'Stock Broker of the Year' award at the Money Today

FPCIL Awards 2012

ICICI Securities Business Partners (Sub Broker channel) won the 'Franchisor of the

Year' at the Franchise Awards 2012 for the fourth time in a row.

ICICI Securities won the 'BSE IPF D&B Equity Broking Awards 2012' under two

categories:

Best Equity Broking House - Cash Segment

Largest E-Broking House

20

ICICI Securities won the Chief Learning Officer Award from World HRD

Congress for Innovation in learning category.

ICICI Securities won the Grand Jury Award for 'Commendable performance by

National Financial Advisor (Retail) - Online' at the CNBC TV 18 - Financial

Advisor Awards 2011. The awards recognise India's best Financial Advisors.

ICICI Securities Business Partners (Sub Broker channel) won the 'Franchisor of the

Year at the Franchise Awards 2011', third time in a row.

ICICI Securities was the winner of the' Smart use Technology e Retailer of the

year' 2012 award conferred by Franchise India in association with UTV Bloomberg

for the first time.

ICICIdirect.com, won the Outlook Money ' Best e- Brokerage Award' seventh time

in a row. Previously, the firm won the award in 2004, 2005, 2007, 2008, 2009 and

2010.

ICICI Securities' Business Partners (Sub Broker channel) won the 'Franchisor of

the Year 2011' for the third consecutive year.

Anup Bagchi, MD & CEO has been honoured with the Zee Business 'Industry

Newsmaker Award 2010' for his tremendous and unmatched contribution in the

field of Finance

Pankaj Pandey, Head- Research - ICICIdirect has won the Zee Business Best

Market Analyst 2010 award in the Equities Fundamental Category

CMO Asia Awards for Excellence in Branding and Marketing 2010:

Brand Leadership Award (overall)

'Campaign of the Year' for the Trade Racer Campaign

Brand Excellence in Banking and Financial Services for the store format

Award for Brand Excellence in the Internet Business

Franchisor of the year award 2009

Retail concept of the year awards 2009

Frost and Sullivan 2009 Award for Customer Service Leadership

ICICIdirect, the neighbourhood financial superstore won the prestigious Franchise

India `Service Retailer of the Year 2008 award.

ICICIdirect has also won the CNBC AWAAZ 2007 Consumer Award for the Most

Preferred Brand of Financial Advisory Services.

Best Broker - Web 18 Genius of the Web Awards 2007

21

2.4.2 Institutional

ICICI Securities awarded the Asia money `Best Domestic Equity House' for 2012

Vikash Mantri tops The Wall Street Journal's Asia's Best Analysts survey in the

media sector for 2010

ICICI Securities has awarded as the Best Investment Bank 2008 by Global Finance

Magazine

The Corporate Finance group also was awarded a runner-up Best Merchant

Banker by Outlook Money in 2007.

ICICI Securities topped the Prime Database League Tables 2007 for money raised

through IPOs/FPOs.

The equities team was adjudged the 'Best Indian Brokerage House-2003' by Asia

money.

2.4.3 Technology

ICICI Securities recently won the Innovation Award for Oracle Fusion

Middleware. ICICI Securities has consistently demonstrated the best usage of

Oracle Tuxedo as an OLTP engine. These Asia-Pacific awards honour customers

for their optimum and innovative solutions using Oracle Fusion Middleware.

Fairfax Business Media has recognized ICICI Securities as a recipient of CIO 100

Asia award in 2013.

ICICI Securities has been awarded the NASSCOM IT Innovation Awards 2013.

CIO Masters for Collaboration and Cloud was awarded by Biztech2 (Network

18) in 2013.

ICICI Securities has been conferred by Dataquest in 2012

Business Technology Excellence award

22

2.4.4Business Technology Innovation award

IDG India has recognized ICICI Securities as a recipient of CIO 100 award in

2009, 2010, 2011 and 2012, four times in a row.

IDG India has conferred the CIO Hall of Fame award in 2012.

EMC Transformers Award was presented for best use of IT to transform business

in 2012

CIO Masters for Virtualization was awarded by Biztech2 (Network 18) in 2012

ICICI Securities was the Bloomberg UTV CXO Awards Finalist for Best

Utilization of IT to Transform Business in 2011

ICICI Securities was conferred the Gold CIO award jointly by CIOL and Dataquest

at the Enterprise Awards 2010

ICICI Securities was the NASSCOM CNBC IT User Awards Finalist in 2009 and

2010

Indian Bank's Association Business Technology Awards was presented for Best

Online Trading Platform in 2006 and 2007.

23

COMPETITORS

5 Major Player of the Industry

1) S. S. Kantilal Ishwarlal Securities Pvt. Ltd. (sharekhan.com):

Sharekhan, India's leading stockbroker is the retail arm of SSKI, and offers youdepository ser

vices and trade execution facilities for equities, derivatives andcommodities backed with

investment advice tempered by decades of broking experience. A research and analysis team

is constantly working to track performance and trends. That’s why Sharekhan has the trading

products, which are having one of the highest success rates in the industry. Sharekhan is

having 240 share shops in 110 cities;

The largest chain of retail share shops in India is of Sharekhan.In future, Share khan is

planning to enter in Mutual funds, Insurance sector and banking sector to expand beyond the

market currently covered by it. And it has started MF (Mutual Funds) on priority basis but

wants to grow in it.

2) ICICI WEB TRADE LTD. (lCICIdirect.com):

ICICIdirect.com was the first entrant into e-broking.

ICICdirect.com provides the 3-in-l to the users which ties in their saving bank account and

their Demat account to their brokerage account electronically. This integration ensures that

money is transfer redto/from their bank account and the shares are transferred from/to their

Demat account automatically without writing any cheques or transfer instructions while

carrying out their trades in shares.ICICldirect.com has the option of trading in shares in cash,

margin or spot segments. An investor can also invest in 14 Mutual Funds (Prudential ICICI

MF, Franklin Templeton India MF, and Alliance Capital MF, 1M MF, Birla Sun Life MF,

Sundaram MF, IL&FS MF,

Principal MF, HDFC MF, Standard Chartered MF, Reliance Capital MF, Kotak Mahindra

MF, TATA MF and DSP MERRILL LYNCH MF) through their trading account.

3)5Paisa.com:

5paisa is the trade name of India Info line Securities Private Limited (5paisa), member

of National Stock Exchange and The Stock Exchange, Mumbai. 5paisa is a wholly owned

subsidiary of India Info line Ltd, India's leading and most popular finance and

investment portal. 5paisa has emerged as one of leading players in e-broking space in India.

The company's brokerage is one of the lowest in the industry. It also provides the research on

24

commodities. Investors can benefit from its analysis and advice available at the click of the

mouse. For those who prefer to trade the traditional way, India Info line investor points are

available across the

country.India Info line was founded by a group of professionals in 1995. Its institutional

investors include Intel Capital, one of the leading technology companies in the

world promoted by the UK government, ICICI, TDA and Reeshanar. The company offers as

lew of products such as stock and derivatives broking, commodities broking and mutual

funds.

4) KOTAK SECURITIES LIMITED (kotakstreet.com):

Kotak Securities Ltd., a strategic joint venture between Kotak Mahindra Bank andGoldman S

achs (holding 25% - one of the world's leading investment banks and brokerage firms) is

India's leading stock broking house with a market share of 5 - 6 %.Kotak Securities Ltd. has

been the largest in IPO distribution - It was ranked number One in 2003-04 as Book Running

Lead Managers in public equity offerings by PRIME Database. It has also won the Best

Equity House A ward from Finance Asia - April 2004.Kotak Securities Ltd is also a

depository participant with National Securities

DepositoryLimited (NSDL) and Central Depository Services Limited (CDSL) providing dual

benefit services wherein the investors can use the brokerage services of the company

for executing the transactions and the depository services for settling them. The company

has 42 branches servicing around 1, 00,000 customers. Kotakstreet.com the online division of

Kotak Securities Limited offers Internet Broking services and also online IPO and Mutual

Fund Investments. Kotak Securities Limited manages assets over 1700 crores under Portfolio

Management Services (PMS) which is mainly to the high end of the market. Kotak Securities

Limited has newly launched "Kotak Infinity" as a distinct discretionary Portfolio Management

Service, which looks into the middle end of the market.

5) India Bulls:

India bulls are India's leading retail financial services company with 77 locations spread

across 64 cities. Its size and strong balance sheet allows providing varied products

andservices at very attractive prices, our over 750 Client Relationship Managers are SLIBM-

AHM

Dedicated to serving your unique needs. India bulls are lead by a highly regarded

management team that has invested crores of rupees into a world class Infrastructure that

provides real-time service & 24/7 access to all information and products. The

25

India bulls Professional Network

Offers real-time prices, detailed data and news, intelligent analytics, and electronic trading

capabilities,right at your fingertips. This powerful technology is complemented by our knowle

dgeable and customer focused Relationship Managers .India bulls offer a full range of

financial services and products ranging fromEquities,

Derivatives, Demat services and Insurance to enhance wealth and to achieve thefinancial

goals.

6) MOTILAL OSWAL SECURITIES LTD. (MOSt):

One of the top-3 stock-broking houses in India, with a dominant position in

bothinstitutional and retail broking, MOSt is amongst the best-capitalized firms in the broking

industry in terms of net worth. MOSt was founded in 1987 as a small sub- broking unit, with

just two people running the show. Focus on customer-first-attitude, ethical and transparent

business practices, respect for professionalism, research-

basedvalue investing and implementation of cutting-

edge technology have enabled it to blossom into a thousand-member team. The institutional

business unit has relationships with several leading foreign institutional investors (FIls) in the

US, UK, Hong Kong and Singapore. In a recent media report MOSt was rated as one of the

top-10 brokers in terms of business transacted for

FIls.The retail business unit provides equity investment solutions to more than 50,000investor

s through 270 outlets spanning 150 cities and 22 states. MOSt provides Advice-Based

Broking, Portfolio Management Services (PMS), E-Broking Services,

DepositoryServices, Commodities Trading, and IPO and Mutual Fund Investment AdvisorySe

rvices. Its Value PMS Scheme gave a 160% post-tax return for the year ended March2004.In

Asia Money Brokers Poll 2003 MOSt has been rated as the Best Domestic Research House-

Mega Funds, while in 2000 and 2002 it has been rated as the Best Domestic Equity Research

House and Second best amongst Indian Brokerage firms respectively.

7) HDFC SECURITIES LTD (HDFC sec):

HDFC sec is a brand brought to you by HDFC Securities Ltd, which has been promoted by

the HDFC Bank & HDFC with the objective of providing the diverse customer base of the

HDFC Group and other investors a capability to transact in the Stock Exchanges & other

financial market transactions. The services comprise online buying and selling of equity

shares on the National Stock Exchange (NSE).Buying and selling of

selectcorporate debt and government securities on the NSE would be introduced in asubseque

nt phase. In a few months, they will also start offering the following online.

26

Chapter 3

OBJECTIVE

The objective of the research is to study and analyze the awareness level of

investors of mutual funds

An attempt has been made to measure various variable’s playing in the minds of

investors in terms of safety, liquidity, service, returns, and tax saving

Finding out ways and means to improve on the services by ICICI SECURITIES

LTD

3.1 TASK UNDERTAKEN

ICICI Securities has taken an Initiative to create awareness about Mutual Funds to its

customers. The project is named “Mutual Fund Simplified “. The objective is to

demonstrate the benefit of mutual fund and investing in Mutual Fund through

ICICIdirect.com and a survey about Mutual Fund investments from existing

customers of ICICI Securities (Customers who have an ICICIdirect.com account).

I have provided with a set of clients to do the survey. I have made calls to these

clients, fixed appointments and meet them for the survey.

I have provided access to a customer relationship management tool called Pivotal lite.

I have provided a User Id & a password to access the same. The clients will get

assigned in Pivotal lite as an activity. I have to view the activities assigned to me, call

the clients & seek an appointment from the client. Further, I have to update my

activities (calling and meeting) in Pivotal lite.

27

Chapter 4

RESEARCH METHODOLOGY

The study is based on survey technique. The study consists of analysis about

customer’s awareness and satisfaction of ICICI Securities Ltd. For the purpose of the

study customers 100 are picked up and their views solicited on different parameters.

The methodology adopted includes

Questionnaire

Convenient sample survey of customers

Personal interviews and informal discussions were held with ICICI Securities Ltd.

customers to ascertain the awareness and satisfaction level. Further applying simple

statistical techniques has processed the data collected.

4.1 SOURCES OF DATA

Primary data: Questionnaire

Secondary data: are published materials such as periodicals, journals, news papers,

and website.

28

4.2 SAMPLING PLAN

Population: (universe) customers of ICIC Securities services Ltd.

Sampling size: A sample of hundred was chosen for the purpose of the study.

Sample considers of investors of ICICI Securities Ltd.

Sampling Methods: Probability sampling requires complete knowledge about all

sampling units in the universe. Since due to time constraint convenient sampling

was chosen for the study.

Sampling procedure: From large number of customers of ICICI Securities Ltd.

were randomly picked up.

Field Study: directly approached respondents.

4.3 DATA COLLECTION INSTRUMENT

COLLECTION OF DATA THROUGH QUESTIONNAIRES:

The data collected for the study purpose is through questionnaire. Hundred customers

of ICICIdirect.com have been selected randomly for the study purpose and then the

information revealed from the customers is analyzed and interpreted in the study.

29

QUESTIONNAIRE

1) Have you invested in any of the following in the last 12 months?

Equity

Future and

Options

Mutual funds

Insurance

Corporate fixed

deposit

Debenture/Bonds

Public provident

fund

Other

None

2) What is your preferred mode of investment?

Online

Offline

3) Have you invested in any of the following through ICICIdirect.com in the last 12

months

Equity

Future and

Options

Mutual funds

Insurance

Corporate fixed

deposit

Debenture/Bonds

Public provident

fund

Other

None

4) How does you /would you prefer to make your investments in Equity

Icici direct

Other broker

5) How do you /would you prefer to make your investments in Futures & Options (F&O)

Icici direct

Other broker

6) How do you /would you prefer to make your investments in Mutual Funds

Icici direct

Other broker

Bank

Agent

Direct with AMC

30

7) How do you /would you prefer to make your investments in Insurance

Icici direct

Bank

Agent

Other broker

Direct with company

8) How do you /would you prefer to make your investments in Corporate Fixed Deposit?

ICICI direct

Other broker

Direct with company

9) How do you /would you prefer to make your investments in Debentures / Bonds ?

ICICI direct

Other broker

Direct with company

10) Before the demo, were you aware that you can invest in Mutual funds through ICICI

Yes

No

11) If yes, what are the reasons for not investing in Mutual Funds through

ICICIdirect.com

I need assistance to invest in m.f through ICICI Direct

I need more knowledge on m.f before i invest

I am not interested as i invest through other broker/distributor

I do not invest in m.f

12) Which of the following online transactions have you done in the past

I buy ticket online

I book flight/train online

I book hotel online

I buy merchandise online

I use internet/online transaction

I do not do any online transaction

13) How often do you transact online in any of the above mentioned transactions

Monthly

Once in a quarter

Once in 6 month

Once in a year

31

14) Which medium of news information and analysis do you use to keep yourself

informed on investment products?

I discuss with my friends, family and/or colleagues

I use financial website for comparison and news

I have financial advisor/broke/m.f distributor who update me

I need media reports

I prefer to do my own research

15) How do you check the performance of all/any of your investments?

I update investment details on a third party portfolio website and check regularity

I ask my financial advisor /m.f distributor to send me the information

other

16) Would you consider switching your investment relationship to ICICIdirect.com

Which of the following site features did you find useful in the demo

Yes

No

17) which of the following site feature did you find useful in the demo

Capital gain statement

Portfolio monitoring

Personalized research recommendation against holding

Ease of purchase or redemption

other

32

DATA ANALYSIS

As the title of this project is “A Study of Investor’s Awareness and Perception

towards Mutual Fund in Pune city”, questionnaire is prepared for the customers. The data

analysis is done as follows:

1) Have you invested in any of the following in the last 12 months?

From the above chart we can say that, maximum no of people i.e. 48% are investing

in equity, 10% are investing in mutual fund, 18% are investing in Future & Option,8%

are investing in Insurance, 35 are investing in Debentures & bonds.

EQUITY48%

FUTURE & OPTION18%

MUTUAL FUND10%

INSURANCE 8%

CFD3%

DEBENTURES/BONDS1%

PPF0%

OTHER 4% NONE

8%

EQUITY

FUTURE &

OPTIONMUTUAL FUND

INSURANCE

CFD

DEBENTURES/BO

NDSPPF

33

2) What is your preferred mode of investment?

From the above chart we can say that, 70% peoples choose online mode for their

investments while 30 % are using offline mode.

3) Have you invested in any of the following through ICICIdirect.com in the last 12

months?

From the above chart it is found that 48% customers are using the ICICI Direct

website for investing in Equity,2% are using ICICI direct Website for Insurance,10%

are using for future & Options,4% are using for Mutual Fund Investment while, for

PPF,CFD and Debentures & bonds customer are not interested in ICICI direct

Website.

ONLINE70%

OFFLINE30%

ONLINE

OFFLINE

Equity48%

F &O10%

MF4%

Insurance2%

CFD0%

Debentures & Bonds

0%

PPF0%

Other0%

None36% Equity

F &O

MF

Insurance

CFD

Debentures &

BondsPPF

34

4) How do you /would you prefer to make your investments in Equity?

From the above chart we can say that &8% people chose ICICI Direct for Equity

Investment and 22% are using other websites.

How do you /would you prefer to make your investments in Futures & Options (F&O)

From the above chart we can say that 81% customers are using ICICI direct and 19%

are using other brokerage firms.

ICICI Direct78%

Other Broker22%

ICICI Direct

Other Broker

ICICI Direct81%

Other19%

ICICI Direct

Other

35

5) How do you /would you prefer to make your investments in Mutual Funds

From the above chart we can say that 62 % are using ICICI direct for Mutual Fund

Investment and 38% are contacting the AMC (Asset Management Company) for

Mutual fund investment.

6) How do you /would you prefer to make your investments in Insurance

From the above chart we can say that, 28% customer are choosing ICICI Direct for

investment in Insurance, 48% are choosing the Insurance company, 14% are choosing

other Broker, 11% are investing in Insurance through Agent.

ICICI Direct62%

Other Broker0%

Bank0%

Agent0%

Direct With AMC38%

ICICI Direct

Other Broker

Bank

Agent

Direct With AMC

ICICI Direct28%

Bank8%

Agent11%

Other Broker5%

Direct With Company

48%

ICICI Direct

Bank

Agent

Other Broker

Direct With Company

36

7) How do you /would you prefer to make your investments in Corporate Fixed Deposit?

From the above chary we can say that customers are not interested in ICICI Direct for

investment in corporate fixed deposits as 100% customers preferred Company for

investment in CFD.

8) How do you /would you prefer to make your investments in Debentures / Bonds?

From the above chart we can say that 39% are using ICICI direct for investment in

Debentures & Bonds while 61 % are doing direct with the company.

ICICI Direct0%

Other Broker0%

Direct With Company

100%

ICICI Direct

Other Broker

Direct With Company

ICICI Direct39%

Other Broker0%

Direct with Company

61%

Sales

ICICI Direct

Other Broker

Direct with Company

37

9) Before the demo, were you aware that you can invest in Mutual funds through ICICI?

From the above chart we can say that 67% customers are aware that they can invest in

Mutual funds Through ICICIdirect.com, while 33% are not aware.

10) If yes, what are the reasons for not investing in Mutual Funds through

ICICIdirect.com?

From the above chart we can say that, 12% customers need more knowledge about

Mutual Fund, 18% need assistance to invest through ICICI Direct, 22% customers are

not interested in Mutual Fund, and 48% customers not invest in Mutual fund.

Yes67%

No33%

Yes

No

Need Assistance.18%

Need More Knowledge

12%Not Interested22%

Do Not Invest48%

Need Assistance.

Need More Knowledge

Not Interested

Do Not Invest

38

11) Which of the following online transactions have you done in the past?

From the above chart we can say that 31% customers are booking tickets of

Flight/Train online,22% customers purchase merchandise Online, 12% customers

book hotels Online,9% customers do online Banking and 7 % customers not do any

online transaction.

12) How often do you transact online in any of the above mentioned transactions

From the above chart we can say that 58% customer do monthly online transaction,

26% customers do quarterly online transaction, 12% customers do Half Yearly online

transaction and 4% customers do yearly transaction.

Movie Ticket19%

Flight/Train31%Hotel

12%

Merchandise22%

Online Banking9%

None7%

Sales

Movie Ticket

Flight/Train

Hotel

Merchandise

Online Banking

None

Monthly58%

Quarterly26%

Half Yearly12%

Yearly4%

Monthly

Quarterly

Half Yearly

Yearly

39

13) Which medium of news information and analysis do you use to keep yourself

informed on investment products?

From the above chart we can say that, 42% customers do their own research for

updates on investments, 24% customers prefer Media reports, 18% customers take

service of Financial Advisor, 16% customer use Financial Websites.

14) How do you check the performance of all/any of your investments?

From the above chart we can say that, 54% customers take service of Financial

Advisor for the updates on investments, 18% customer use Third party portfolio

monitoring websites and 28% customer takes other services for the updates on

investments,

Own Research42%

Financial Websites16%

Financial Advisor18%

Media Reports24%

Own Research

Financial Websites

Financial Advisor

Media Reports

Other28%

Third Party Portfolio

18%

Advisor54%

Other

Third Party Portfolio

Advisor

40

15) Would you consider switching your investment relationship to ICICIdirect.com?

From the above chart we can say that, 62% customers are not interested in switching

their relationship with ICICI and 38% are interested in switching their relationship

with ICICI Direct.

16) which of the following site feature did you find useful in the demo

From the above chart we can say that, 41% customer likes ease of purchase and

redemption feature of the website, 18% customers like recommendation feature, 18%

likes Capital gain statement feature and 17 % customers like Portfolio Monitoring

feature and 6 % customers like other features of the Website.

Yes38%

No62%

Yes

No

Portfolio Monitoring

17%

Ease of Purchase & redumption

41%

Capital Gain Statement

18%

Recommandation18%

other6%

Portfolio Monitoring

Ease of Purchase &

redumption

Capital Gain Statement

Recommandation

other

41

FINDINGS

Brokerage charges is higher than other firms

Account opening Charges are higher than other brokerage firms.

ICICIdirect.com customers are more satisfied with the quality services. Holding

securities in electronic form gives some far-reaching advantages to the investors.

Lower middle class peoples are not aware of mutual fund and its advantage.