1. Customer Buying Behavior
for Demat Account
Group X
Vaibhav Munjal | Vikram Sunda | Vinoth Shankar Nagarajan |
Viral Mehta | Vishal Sah

2. • Account that holds all your shares/securities in electronic or dematerialized form
• Account holds the certificates of financial instruments like shares, bonds, government securities,
mutual funds & exchange traded funds (ETFs)
• Cannot trade in the stock market without a Demat account
Demat Account: Introduction
Research Objective
To understand the customer buying behavior and decision making process for the
purchase/opening of Demat account.

3. Dependent variable: Expectations of a consumer from a Demat account
Independent variables:
Awareness, Interest, Duration, Depository Choice, Complexity in Understanding the system, Cost
Structure, Type of Cost Structure, Value Added Services.
Secondary data:
Reports on Share Brokers, Websites and Telephonic conversation with the market players
Instrument of data collection: Questionnaire
Sampling Method: Convenience Sampling
Sample Size: 44
Research Methodology and Design:

4. Actual questionnaire used: Mapping questions to
outcome

5. Customer Decision Making Process: Demat Account
Buying
Decision

6. Factors effecting each step of process:
Hands on
Comparison
Compatibility
Effectiveness
Effectiveness
etc

7. Segmentation Process:
• Identify segmentation criteria
• Conduct market research
• Apply cluster analysis (Using advanced statistical
techniques eg: SPSS)
Strategies:
• Single segment Concentration: Total marketing effort
is concentrated only on one market
• Multi-segment coverage: Selective specialization
• Product Specialization: One product multiple
segments
• Segment specialization: Many products single
segment
• Full market coverage
Customer Specific Situation Specific
Observable • Cultural
Variables
• Geographic
Variables
• Demographic
Variables
• Socio-Economic
Variables
• User Status
• Frequency Of
Use
• Brand-loyalty
Unobservable • Psychographics
• Personality
• Lifestyle
• Benefits
• Perceptions
• Attitudes
• Preferences
• Intentions
Classification of basis for segmentation
Segmentation strategy:

8. • Search engine
optimization to find
the potential
customers
• Aggressive digital
marketing
• Reputed brand name
• Massive customer
base of around 8
lakhs
• Attractive brokerage
charges
Search
• Low brokerage cost
• Attractive product
portfolio
• Highly responsive
customer service
• Providing value
added services to the
client
• Technological
advancements in
their operation
• Customers looking for
Online share trading
• They target young
corporate people
• People looking for
ease and
comfortability
• Digital platforms like
BankBazaar, policy
bazaar etc.
Evaluation Outlet selection
Company’s plan to influence at each stage:

9. • Dedicated
Facebook page to
cater customer
needs
• Regular
interactions and
discussions
• 24/7 customer
care system which
takes customer
queries
• They also provide
support through E-
mail
• Dedicated
twitter handle
which is highly
responsive
• Around 23000
followers
Post-purchase Feedback Mechanism:

10. Recommendations and Conclusion:
Providing value added services is important for getting new customers
Offering quality services with cost effectiveness will drive the customer most
Offering both the depository options NSDL & CDSL advisable, most favor NSDL.
Offering two way cost structure i.e. One-time and Annual (66% v 34%)
Provision of effective after sales and product support
Keeping the prices competitive
Making the product and services available in all major locations
Innovating the product offerings and service bundle