Market Research Project

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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. 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.

16. 16
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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 32
DATA ANALYSIS
As the title of this project is “A Studyof Investor’sAwarenessandPerception
towards Mutual FundinPune 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.
EQUITY
48%
FUTURE & OPTION
18%
MUTUAL FUND
10%
INSURANCE
8%
CFD
3%
DEBENTURES/BON
DS
1%
PPF
0%
OTHER
4% NONE
8%
EQUITY
FUTURE &
OPTION
MUTUAL FUND
INSURANCE
CFD
DEBENTURES/BO
NDS
PPF

33. 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.
ONLINE
70%
OFFLINE
30%
ONLINE
OFFLINE
Equity
48%
F &O
10%
MF
4%
Insurance
2%
CFD
0%
Debentures &
Bonds
0%
PPF
0%
Other
0%
None
36% Equity
F &O
MF
Insurance
CFD
Debentures &
Bonds
PPF

34. 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 Direct
78%
Other Broker
22%
ICICI Direct
Other Broker
ICICI Direct
81%
Other
19%
ICICI Direct
Other

35. 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 Direct
62%
Other Broker
0%
Bank
0%
Agent
0%
Direct With AMC
38%
ICICI Direct
Other Broker
Bank
Agent
Direct With AMC
ICICI Direct
28%
Bank
8%
Agent
11%
Other Broker
5%
Direct With
Company
48%
ICICI Direct
Bank
Agent
Other Broker
Direct With Company

36. 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 Direct
0%
Other Broker
0%
Direct With
Company
100%
ICICI Direct
Other Broker
Direct With Company
ICICI Direct
39%
Other Broker
0%
Direct with
Company
61%
Sales
ICICI Direct
Other Broker
Direct with Company

37. 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.
Yes
67%
No
33%
Yes
No
Need Assistance.
18%
Need More
Knowledge
12%Not Interested
22%
Do Not Invest
48%
Need Assistance.
Need More Knowledge
Not Interested
Do Not Invest

38. 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 Ticket
19%
Flight/Train
31%Hotel
12%
Merchandise
22%
OnlineBanking
9%
None
7%
Sales
Movie Ticket
Flight/Train
Hotel
Merchandise
Online Banking
None
Monthly
58%
Quarterly
26%
Half Yearly
12%
Yearly
4%
Monthly
Quarterly
Half Yearly
Yearly

39. 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 Research
42%
Financial Websites
16%
Financial Advisor
18%
Media Reports
24%
Own Research
Financial Websites
Financial Advisor
Media Reports
Other
28%
Third Party
Portfolio
18%
Advisor
54%
Other
Third Party Portfolio
Advisor

40. 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.
Yes
38%
No
62%
Yes
No
Portfolio
Monitoring
17%
Ease of Purchase
& redumption
41%
Capital Gain
Statement
18%
Recommandation
18%
other
6%
Portfolio Monitoring
Ease of Purchase &
redumption
Capital Gain Statement
Recommandation
other

41. 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.