This document provides a project report on mutual funds submitted by Hingal Satyadev to the Shri Chimanbhai Patel Institute of Management and Research in partial fulfillment of an MBA degree. The report includes an introduction to mutual funds and ICICI Securities, a literature review on customer awareness of mutual funds, the research methodology used in the study, an analysis of findings, and conclusions and suggestions. The project aimed to examine customer awareness of mutual funds through a survey conducted with customers of ICICI Securities under the guidance of internal and external guides.

1. PROJECT REPORT ON
“Mutual fund simplified”
AT
ICICI SECURITIES
SUBMITTED TO:
SHRI CHIMANBHAI PATEL INSTITUTE OF
MANAGEMENT AND RESEARCH, AHMEDABAD
(2013-2015)
In partial fulfillment or the requirement for the degree of
Master of Business Administrator
Gujarat Technological University, Ahmadabad
Prepared By
HINGAL SATYADEV
ENROLLMENT NO. :- 137680592120
1st Year (SEM II)
Under the guidance of:
Internal guide: External guide:
Prof. Priyanka shah Mr. Shatis Bhalara
1
Mr. Bhumis Patel

2. DECLARATION
I Hingal Satyadev student of Shri Chimanbhai patel institute of
Management and Research, Ahmedabad hereby declare that the information presented
in this report is correct to the best of my knowledge and has been prepared on the
basis of information gained. It is collected and processed for utilizing my learning in
the class of marketing management.
The report is an original work and has not been presented anywhere before.
Date: HINGAL SATYADEV
2
Roll no:44
ENROLLMENT NO.
137680592120
MBA (SEM II)
Place: AHEMEDABAD

3. ACKNOWLEDGEMENT
This successful project report has been made possible through the direct co-operation
and guidance of various people for whom I wish to express my appreciation and
3
gratitude.
First of all would like to express my sincere gratitude to our department that has
given me an opportunity and special thanks to my guide PROF. PRIYANKA SHAH
(Marketing Specialization) who have always provided me guideline whenever needed.
I extend my heartiest thanks to Mr. Shatis Bhalara (BRANCH MANAGER OF
ICICI SECURITIES RAJKOT BRANCH) and Mr. Bhumis Patel (TRAINER) who have
given me an opportunity to work under him and help me to complete my project in ICICI
SECURITIES.
I would like to acknowledge the advice and suggestion of all the staff member of
ICICI SECURITIES who have directly or indirectly helped me in the project. Last but not in
least I offer my sincere thanks to my parents, cousin and friend for their encouragement.
THANKING YOU
HINGAL SATYADEV

4. EXECUTIVE SUMMARY
It presents an introduction to the thesis and throws light on the introduction on mutual
fund awareness of the customers and its current scenario. Further the chapter gives an
overview of the mutual fund. And also deals with the research work done in the field of the
different constructs identified for the present study. These include the measurement of the
customer awareness. The research work done in the field of finance with a particular
reference to the investment of mutual fund.
Also presents an overview of the ICICI SECURITIES and the services of the ICICI
SECURITIES. And also explain the Research Methodology adopted for carrying out the
research work. And while examining customer awareness towards mutual fund, adapted
Microsoft excel was used for the present study.
All the constructs are exhibited below with their dimensions and shows the overview
of pattern of analysis which is adopted, data collection method, sampling details, research
instrument, construction of questionnaire, etc.
And also summarizes the main findings and conclusions of the study. Moreover, in
the light of these findings, appropriate suggestions have also been worked out. The references
from which the data were collected. And also shows the various name of websites from
which the data were collected.
Annexure contains the questionnaire and the detailed report is enclosed herewith.
4

5. TABLE OF CONTENT
NO. PARTICULAR PAGE NO.
1 INTRO. TO THE INDUSTRY 1
2 INTRO.TO THE COMPANY AND PRODUCT 9
3 LITERATURE REVIEW 14
4 RESEARCH METHODOLOGY 17
5 ANALYSIS 21
6 FINDINGS 42
7 CONCLUSION 44
8 SUGGESTIONS 46
9 BIBLIOGRAPY 48
10 ANNEXURE 50
5

6. CHAPTER NO. 1
INTRODUCTION OF INDUSTRY
6

7. HISTORY
The mutual fund industry in India started in 1963 with the formation of Unit Trust of
India, at the initiative of the Government of India and Reserve Bank of India.
Unit Trust of India (UTI) was established in 1963 by an Act of Parliament. It was set
up by the Reserve Bank of India and functioned under the Regulatory and administrative
control of the Reserve Bank of India. In 1978 UTI was de-linked from the RBI and the
Industrial Development Bank of India (IDBI) took over the regulatory and administrative
control in place of RBI. The first scheme launched by UTI was Unit Scheme 1964. At the end
of 1988 UTI had Rs. 6,700 corers of assets under management.
1987 marked the entry of non-UTI, public sector mutual funds set up by public sector
banks and Life Insurance Corporation of India (LIC) and General Insurance Corporation of
India (GIC). SBI Mutual Fund was the first non-UTI Mutual Fund established in June 1987
followed by Canbank Mutual Fund (Dec 87), Punjab National Bank Mutual Fund (Aug 89),
Indian Bank Mutual Fund (Nov 89), Bank of India (Jun 90), Bank of Baroda Mutual Fund
(Oct 92). LIC established its mutual fund in June 1989 while GIC had set up its mutual fund
in December 1990.
7

8. CURRENT
MFs' AUM touches record-high of Rs 10 lakh crore in May.
The mutual fund industry's assets under management have crossed Rs 10 lakh crore
marks in May on the back of strong capital inflows and a surge in equity markets.
The assets under management (AUM) of mutual funds rose to Rs 10.11 lakh crore in
May from Rs 9.45 lakh crore in April, a growth of seven per cent, according to the data
available with capital market regulator SEBI.
This was also the third consecutive monthly increase in AUM of country's 45 fund
houses. The AUM data for individual fund house is not being disclosed.
Industry experts attributed the rise in AUM to a significant level of fund mobilization
8
as well as a sharp rally in equity markets.

9. STRUCTURE OF THE MUTUAL FUND
Structure of Mutual Funds
Source: - mutualstocks.blogspot.in
9

10. TYPES OF MUTUAL FUNDS
Mutual funds can be classified in different ways according to their
investment objectives, their constitution, as follows:
10
Equity Fund
Debt / Income Funds
Balanced Funds
Liquid / Money Market Funds
Closed Ended funds
Open Ended Funds
Load Funds
No Load Funds

11. ADVANTAGES OF MUTUAL FUND INVESTMENTS
11
• Professional management
• Diversification
• Convenient administration
• Return potential
• Low cost liquidity
• Transparency
• Flexibility
• Choice of scheme
• Tax benefits

12. SCOPE OF MUTUAL FUND
Scope of mutual fund has grown enormously over the years. In the first age of mutual
funds when investment management companies started to offer mutual funds, choices were
few. Even through people invested their money in mutual funds as these funds offered them
diversified investment option for the first time. By investing in these funds they were able to
diversify their investment in common stocks, preferred stocks, bonds and other financial
securities. At the same time they also enjoyed the advantage of liquidity. With mutual funds,
they got the scope of easy access to their invested funds on requirement.
But in today’s world, scope of mutual funds has become so wide, that people
sometimes take long time to decide the mutual fund type, they are going to invest in several
investment management companies have emerged over the years who offer various types of
mutual funds. Each type carrying unique characteristics and different beneficial features.
To understand the board scope of mutual funds we need to discuss the main types of
mutual funds that are normally offered by the mutual companies.
12

13. OBJECTIVES
Here are some of the main forms of mutual fund objectives that we commonly see:
• Growth Mutual Funds – Probably the most common mutual fund objective is investing
for growth. What investor doesn’t want growth right? Even income investors want
growth. A growth mutual fund simply wants his assets to appreciate over time. Growth
mutual funds are generally invested primarily in the stock market and include stock
market sectors from small to large cap.
• Income Mutual Funds – The second more common mutual fund objective is investing
for income. Many investors – typically those who are older and looking for cash flow to
supplement their income – want an income distribution from their investment. Income
mutual funds typically will distribute cash payments based on how many shares you own
every month and the income generally varies over time. Most income mutual funds will
invest in all types of bonds as well as some high quality dividend paying stocks and
hybrids like preferred stocks.
• Socially Responsible Mutual Funds – Some investors prefer to invest with social
responsibility as their focus. There are various types of socially responsible mutual
funds. A socially responsible mutual fund will either invest FOR an objective (for
example green energy) or AGAINST an objective (avoiding alcohol, tobacco and
firearms).
• Sector Mutual Funds – Some mutual funds will invest only in a specific sector, such as
biotechnology or healthcare. This provides them exposure to advances in smaller
sections of the economy, such as when money floods into technology sectors due to the
advent of a faster computer chip or more stable programming platform.
There are many types of mutual funds, and classifying them by objective is just one
method. Other methods include size of the assets invested in, style of the manager or the
asset class exposure itself.
13

14. CHAPTER NO. 2
INTRODUCTION OF THE COMPANY
14

15. ICICI SECURITIES
ICICI Securities empowers over 2 million Indians to seamlessly access the capital
market with ICICIdirect.com, an award winning and pioneering online broking platform. The
platform not only offers convenient ways to invest in Equity, Derivatives, Currency Futures,
Mutual Funds but also other services Fixed Deposits, Loans, Tax Services, New Pension
Systems and Insurance are available. ICICIdirect.com offers a convenient and easy to use
platform to invest in equity and various other financial products using its unique 3-in-1
account which integrates customer's saving, trading and demat accounts.
Apart from convenience, ICICIdirect.com also offers access to comprehensive
research information, stock picks and mutual fund recommendations among other offerings.
Tailored services and trading strategies are available to different types of customers; long
term investors, day traders, high-volume traders and derivatives traders to name some.
ICICIdirect.com uses the most advanced commercially available 128-bit encryption
technology enabled Secure Socket Layer (SSL), to ensure that the information transmitted
between the client and ICICIdirect.com across the internet is safe and cannot be accessed by
any third party.
ICICIdirect.com is the first broker in India to introduce `Digitally Signed Contract
Note' to its customers. As a result, the process of generating contract notes has been
automated and the same would be instantly available to its customers in a safe and secure
manner through the website.
ICICI Securities has set-up neighborhood financial stores which offer a variety of
financial products and services under one roof. It is a one-stop shop that facilitates existing
and potential customers to speak to our team and understand their financial plans and goals.
ICICI Securities has 250 stores across 66 cities in India.
15

16. ABOUT ICICIDIRECT.COM
A unique 3-in-1 On-line Trading Account
Seamless, Secure and Integrated 3-in-1 trading platform... Our 3-in-1 online trading
platform links your banking, trading and demat accounts, ensuring unmatched convenience
for customers.
16
Seamless Trading
You can trade in shares without going through the hassle of tracking settlement
cycles, writing cheques and transfer instructions. Absolutely hassle free!
Security
Instead of transferring monies to a broker's pool or towards deposits, you can manage
your own demat and bank accounts when you trade through ICICIdirect.com. It provides you
the flexibility to pay only when you trade.
Wide range of products
Share trading in both NSE and BSE, innovative offerings like - Margin, Margin Plus,
BTST, and SPOT. Derivatives trading, overseas trading, mutual funds, mutual funds, IPOs
and on-line life insurance.

17. 17
Award Winning Research
We understand the need for the right research to make the right investment decision
and has focused heavily n this area. Our team with its consistent delivery has been voted as
the 'Most preferred brand of financial advisory services' at the CNBC Awaaz Consumer
Awards, 2007.
Control
You can be rest assured, that your order will be precisely for the amount you wanted
it to be, without any deviation, giving you full control of your money and your trades.
Tracking and Review
Monitoring your investments is as important if not more than making that investment
itself. Our portfolio tracker and watch list along with sms alerts will always keep you updated
on the status of your investments with us and act on them when required.

18. SWOT ANALYSIS
18
Strength
The biggest strength of ICICI SECURITIES is the online portal for the investment.
Company is pioneer in the online investment portal and at no. 1 for the best services and they
are having unique 3 in 1 account that no other broker is having. They are having user friendly
website having 27 unique investment tools from IPO to FD except MCX market.
Weakness
All companies are having some weaknesses ICICI SECURITIES is also having
weakness like the charges, ICICI SECURITIES are having the highest charges than other
brokers.
Opportunity
The biggest opportunity is that there are many customers who are not investing
through ICICIdirect.com and then also they are having account and using just research
recommendation and investing at other broker if they reduce charges than the investors likes
to invest through ICICIdirect.com.
Threat
The biggest threat that ICICI SECURITIES is having that now a day’s every
brokerage services are giving online facility and now a day’s all banking companies like
HDFC, AXIS, etc. are giving online demat trading services.

19. CHAPTER NO. 3
LITERATURE REVIEW
19

20. Mutual funds industry is a growing at a very fast rate India. Various studies and
research has been on this industry by experts. Here are the lists of few books that have been
referred to for the purpose of the study.
Mr. M. Jaidev in his book has “Investment policy and performance of Mutual Fund”
has studied the Indian Public Sector Mutual Funds. In this book he has covered risk, rate of
return. “Investment policy and pricing of mutual funds” In this book he has done an empirical
study covering all aspects of mutual fund investment along with the regulatory framework.
Nalini Prava Tripathy in her book “Mutual Funds in India Emerging Issues” provides
a detailed evaluation of investment management which is not only helpful for influencing
marketing operations but also for securities selection, investment research and timing and
resource allocation.
Dr H. Sadak in his book “Mutual Funds in India” has highlighted the importance of
financial institutions in India, The basic focus on the growth and development of mutual
funds in India. The entire gamut of the theoretical aspects of the fund management has been
critically examined in the context of the performance of mutual funds and it provides an
insight into fund management and the areas of weakness.
Study by Laukkanen (2006) explains that varied attributes present in a product or
service facilitate customer’s achievement of desired end state and the indicative facts of study
show that electronic services create value for customers in service consumption.
Source: - vsrdjournal.com
20

21. Gil-Bazo, Javier Pablo (2009) have examined the market for equity mutual funds
and found that Funds with worse before-fee performance charge higher fees and that better
fund governance may bring fees more in line with performance.
Singh and Jha (2009) conducted a study on awareness acceptability of mutual funds
and found that consumers basically prefer mutual fund due to return potential, liquidity and
safety and they were not totally aware about the systematic investment plan. The investors‟
will also consider various factors before investing in mutual fund.
Chen, Kraft Weiss (2011) have tested mutual funds that engage in tax planning and
how do they respond to changes in the capital gains tax rates was investigated. It was found
that there was consistency with tax planning by managers of both open-end and closed-end
mutual fund and mutual fund managers may not tax plan like individuals because fund
managers have incentives to consider the tax liability of both current and potential investors.
Cao, Ghysels Hatheway (2011) have investigated two types of funds that make
more extensive use of derivatives, global funds and specialized domestic equity fund and
found that risk and return characteristics of these two groups of funds are significantly
different from funds employing derivatives sparingly or not at all and that Fund managers
time their use of derivatives in response to past returns.
Sources: - www.indianresearchjournals.com
21

22. CHAPTER NO. 4
RESEARCH METHODOLOGY
22

23. Primary sources for data collection will be used for the present study. A
reconnaissance survey will be made of the selected respondents to get acquainted with the
factors behind to start analysis. On the basis of the information gathered, a well designed
pretested interview schedule will be drafted and used in the field survey to collect primary
data, before undertaking the main survey a tentative.
23
Primary source:
Primary data had been collected by approaching the Investors.
Secondary source:
The sources of data are internet, magazines, newspapers, etc.
Need for the study
This study is to know the customer awareness about the mutual fund and how
customers are investing their funds in the different investment like equity market, fixed
deposit, insurance etc. Secondly to know how the customer are investing online or offline
mode and how frequently the customers are doing online transaction. And if they are not
investing through ICICIDIRECT.com than what is the reason behind that.

24. 24
OBJECTIVE
To know about preference of investor towards mutual funds.
To study the investment rationale by mutual funds investors.
To know investor awareness about investment in mutual funds.
To know why investors are not investing in mutual fund.
DATA SET AND SAMPLE
The study suffers from certain limitations, although, the researcher will make every
possible effort for comprehensive study of investment pattern degree of risk and return to
investors. Yet, non availability of adequate information may be key limitation in few cases,
the present study is confined only the area of RAJKOT. Thus the findings can be generalized
only to certain extent.

25. Research Design
25
Descriptive Research
Descriptive research is a research where in researcher has no control over variable.
It just presents the picture, which has already studied our research is based on Descriptive
study. Our research is aimed at collecting information by approaching 70 Investment Clients
of the company who are aware regarding the MUTUAL FUND and the online business.
Sampling Design
Sampling can be defined as the section of some part of an aggregate or totality on
the basis of which judgment or an inference about aggregate or totality is made. The
sampling design helps in decision making in the following area: -
Sampling Size - 70
Sampling Area - RAJKOT
Sampling Technique – Non probability convenience sampling.
Method- survey method
Demographic data: - demographic data is not there in report because of company has
not given the permission to collect demographic data.

26. CHAPTER NO. 5
ANALYSIS
26

27. 1) HAVE YOU INVE
ESTED IN ANY OF THE FOLLOWIN
HS?
LAST 12 MONTHS
1) Equity
2) F O
3) Mutual fund
4) Insurance
5) Corporate Fixed Dep
6) Debentures
7) PPF
8) Others
4%
9%
6%
2%
INVESTORS CHOICE
27
eposit
27%
11%
24%
16%
1%
ING IN THE
EQUITY
MUTUAL FUND
INSURANCE
FO
CORPORATE F.D.
PPF
OTHER
NONE
DEBENTURE

28. PARTICULAR INVESTED NOT
EQUITY 18 52 26% 74%
FUTURE OPTION 3 67 4% 96%
MUTUAL FUNDS 7 63 10% 90%
INSURANCE 17 53 24% 76%
CORPORATE FIXED DEPOSIT 5 65 6% 94%
DEBENTURES 1 69 1% 99%
PPF 7 63 9% 91%
OTHER 2 68 2% 98%
NONE 13 57 18% 82%
28
INTERPRETATION
INVESTED
PERCENTAGE
1
PERCENTAGE
2
The above pie chart talks about the customer investments. As we can see above that
26% people invest equity then after equity people most prefer insurance and then at the 3rd
place mutual funds come into existence. People invest less in future and option and
debentures. So above chart can give us prediction of future.

29. 2) WHAT IS YOUR P
1) Online
2) Offline
3) NA
35
40
35
30
25
20
15
10
5
0
ONLINE
PREFERRED MODE OF INVESTME
29
38
27
OFFLINE NA
ENT?

30. PARTICULAR INVESTED PERCENTAGE
ONLINE 24 35%
OFFLINE 26 38%
NA 20 27%
30
INTERPRETATION
The ratio of the customer using offline mode is higher than the customer using online
mode even though ICICI SECURITIES is providing the platform of all investment product
except MCX market the reason behind that is the feeling of insecurity and also less
knowledge of the online trading.

31. 3) HOW WOULD
D YOU PREFER TO MAKE
INVESTMENTS IN
1) ICICI DIRECT
2) BANKS
3) OTHER BROKER
4) DIRECTLY AMC
5) NOT INVESTING
8
1
90
80
70
60
50
40
30
20
10
0
ICICI DIRECT BANKS
MUTUAL FUNDS?
31
RS
C
G
3 5
83
KS OTHER
BROKERS
DIRECTLY WITH
AMC
NOT INVESTING
E YOUR

32. PARTICULAR INVESTED PERCENTAGE
ICICIDIRECT 5 8%
BANKS 1 1%
OTHER BROKER 2 3%
DIRECTLY WITH AMC 3 5%
NOT INVESTING 59 83%
32
INTERPRETATION
Investors are not aware about the mutual fund, they are using traditional mode of
investment and the investors are having charges problem with ICICI SECURITIES because
AMC’s are charging minimum. Secondly the major investors are not investing in mutual fund
the ratio is 83% who are not investing in the mutual fund.

33. 4) BEFORE THE DE
EMO, WERE YOU AWARE THAT Y
UAL FUNDS THROUGH ICICI DIRE
INVEST IN MUTU
1) YES
2) NO
55%
AWARNESS
33
45%
YOU CAN
ECT?
yes
no

34. PARTICULAR AWARE PERCENTAGE
YES 32 45%
NO 38 55%
34
INTERPRETATION
Before the demo only 45% of the customers know that ICICIDIRECT.com is giving a
platform to invest in mutual fund and the other 55% are not aware about that so that may be
also a major reason for not investing in mutual fund through ICICIDIRECT.com.

35. 5) IF YES, WHAT AR
ARE THE REASONS FOR NOT INVE
S THROUGH ICICIDIRECT.COM?
E ASSISTENCE.
E KNOWLEDGE.
ESTED TO INVEST BY ICICI DIRECT
VESTING IN MUTUAL FUND
MUTUAL FUNDS
1) NEED MORE
2) NEED MORE
3) NOT INTRES
4) DO NOT INV
80
70
60
50
40
30
20
10
0
NEED
ASSISTENCE
NEED
KNOWLEDGE
18
5
35
NOT
INTRESTED IN
ICICI
NOT
INVESTING
0
77
ESTING IN
REASON FOR
THROUGH IC
NOT INVESTING
H ICICIDIRECT.COM

36. PARTICULAR NO. OF
NEED MORE ASSISTENCE 18 18%
NEED MORE KNOWLEDGE 5 5%
NOT INTRESTED TO INVEST THROUGH ICICI DIRCT 0 0%
NOT INVESTING IN MUTUAL FUND 77 77%
36
INTERPRETATION
CUSTOMER
PERCENTAGE
In the above table we can see that 77% customers are not investing in the mutual
fund. And the other 23% wants more knowledge or the assistance from ICICI SECURITIES.
So this is the reason for not investing in the mutual fund through ICICIDIRECT.com.

37. 6) WHICH OF THE FOL
OLLOWING ONLINE TRANSACTIO
YOU DONE IN THE PAST
ST?
ETS ONLINE
RAINS ONLINE
LINE
IS ONLINE
1) BUY MOVIE TICKET
2) BOOK FLIGHTS/TRA
3) BOOK HOTELS ONL
4) BUY MERCHANDIS
5) USE NET BANKING
6) NOT DOING ANY ON
30
25
20
15
10
5
0
18
12
ONLINE TRANSACTION
37
7 8
25
30
ONS HAVE
ONLINE
LINE TRANSACTION

38. PARTICULAR NO. OF
38
BUY MOVIE TICKETS
BOOK FLIGHTS/TRAINS
BOOK HOTELS
INTERPRETATION
CUSTOMER
PERCENTAGE
13
18%
8
12%
5
In the above table and diagram we can see that 30% of the customers are not doing
any kind of online transaction and ICICIDIRECT is giving online platform to the customer so
30% are not doing online transaction so they are not comfortable with online investment and
rest of 70% are doing online transaction so that if they are comfortable with online
investment.
7%
BUY MARCHENDIS
5
8%
USE NET BANKING
17
25%
NOT DOING ANY ONLINE TRANSACTION
22
30%

39. 7) WHICH MEDIUM OF
F NEWS INFORMATION AND ANALY
YOU USE TO KEEP YOU
PRODUCTS?
LYSIS DO
URSELF INFORMED ON INVESTME
1) DISCUSS WITH FRIE
IENDS AND FAMILY
2) CHECK FINANCIAL
3) ASK FINANCIAL AD
4) CHECK MEDIA REPO
5) PREFER OWN RESE
MEDIUM OF
5%
10%
35%
NEWS INFORMATION AND
ANALYSIS
39
L WEBSITES
DVISORS
PORTS
SEARCH
32%
18%
DISCUSS WITH FRIE
FAMILY
FINANCIAL WEBSIT
FINANCIAL ADVISO
MEDIA REPORTS
OWN RESEARCH
ENT
FRIENDS AND
BSITES
ISORS

40. MEDIUM OF NEWS INFORMATION
40
AND ANALYSIS
DISCUSS WITH FRIENDS AND FAMILY
FINANCIAL WEBSITES
FINANCIAL ADVISORS
INTERPRETATION
NO. OF
CUSTOMER
PERCENTAGE
22
32%
12
18%
4
In the above table we can see that 35% of the customer are using own research for any
investment decision. 32% of the customers are taking advice from the friends and family.
18% of the customers are using financial websites. 5% are taking advices from the advisors.
10% of the customers are using media reports.
5%
MEDIA REPORTS
7
10%
PREFER OWN RESEARCH
25
35%

41. 8) HOW DO YOU CHEC
ECK THE PERFORMANCE OF ALL
YOUR INVESTMENTS?
1) Update investment det
etails on the third party websites
2) Ask my financial advis
3) My broker provides m
4) Other
40
35
30
25
20
15
10
5
0
FINANCIAL
WEBSITES
FINANCIAL
ADVISOR
37
11
41
visor
me the information
IAL BROKER
PROVIDES
DETAILS
OTHER
20
32
LL/ANY OF
PERFORMAN
ANCE CHECK

42. How do customer check the performance
UPDATE INVESTMENT DETAILS ON A THIRD PARTY
WEBSITES 26
42
of all investment
ASK FINANCIAL ADVISOR
BROKER PROVIDES THE INFORMATION
OTHER
INTERPRETATION
NO. OF
CUSTOMER
PERCENTAGE
37%
8
11%
14
20%
22
32%
This information shows how customer check their investment performance, 37%
customers are updating their investment details on a third party websites, 11% customers are
there who asks their financial advisor for the investment, 20% customers are there who takes
advice from their brokers and 32% customers are there who have other ways to check the
performance of investment.

43. 9) WOULD YOU LI
ICICIDIRECT.COM?
1) YES
2) NO
LIKE TO SWITCH RELATIONS
RELATIONSHIP
43
80%
20%
NSHIP TO
YES
NO

44. RELATIONSHIP REPLY OF
YES 56 80%
NO 14 20%
44
INTERPRETATION
CUSTOMER
PERCENTAGE
The above table shows that 80% customer are having positive reply for the future
relationship and 20% are having negative reply for the future relationship. The reason behind
negative reply is that either customers are not comfortable with the online platform or they
have some issue in the past and for the positive reply the reason is the premium services that
ICICI SECURITIES is giving to the customer.

45. 10) WHICH OF THE FO
USEFUL IN THE DEMO?
OLLOWING SITE FEATURES DID Y
O?
1) CAPITAL GAIN STA
2) PORTFOLIO MONITO
3) EASE OF PURCHASE
4) PERSONALISED RES
5) OTHER
46
38
90
80
70
60
50
40
30
20
10
0
45
ATEMENT
ITORING
SE AND REDEMPTION
ESEARCH
80
37
2
YOU FIND
SITE FEATURES

46. SITE FEATURES CUSTOMERS
CAPITAL GAIN STATEMENT 32 46%
PORTFOLIO MONITORING 27 38%
EASE OF PURCHASE/REDEMPTION 36 52%
PERSONALISED RESEARCH 26 37%
OTHER 2 2%
46
INTERPRETATION
FAVOURITE
PERCENTAGE
The above table shows the features which are helpful to the customer of the ICICI
SECURITIES. For 46% of the customers capital gain statement is very useful, for 38% of the
customer portfolio monitoring is very useful, for 52% of the customer believes that there is
ease of the purchase and redemption, for 37% of the customer personalized research is very
useful and for the 2% of the customer other features are useful.

47. CHAPTER NO. 6
FINDINGS
47

48. From the study we can understand that the customers are not investing in the mutual
fund through ICICIDIRECT.com here some findings are there.
Maximum customers are investing in the equity whether they are having expertise
knowledge or not but they are not investing in the mutual fund where their money is
invested by the expert fund manager.
Reason for not investing in the mutual fund is that only 45% of the customers are
aware about that mutual funds are also available on the online portal of
ICICIdirect.com rest of 55% do not know about that.
Second reason for not investing in the mutual fund is the charges. ICICI
SECURITIES is charging for the buying mutual fund where online AMC’S are not
charging for buying and know a day’s all AMC’S are having their own online portal
and giving facility to purchase and sale of mutual fund.
48

49. CHAPTER NO. 8
CONCLUSION
49

50. From this study we can say that the customers of the ICICI SECURITIES are not
much aware about the mutual fund investment so they are not investing in the mutual fund
and the second reason for not investing in the mutual fund through ICICIdirect.com is the
charges that ICICI SECURITIES are taking for any mutual fund investment.
Talking about the services of the ICICI SECURITIES that are too good, the response
of the customer is positive with the services. ICICIdirect.com is the no. 1 platform for the
investment of an individual for online transaction which provides 27 types of products for the
investment.
For any new investor the site is user friendly so easily he/she can understand and
invest properly and if he/she can’t predict the market than personalized research is also given
in the site so ICICIDIRECT.com is one of the best portals for online investment.
50

51. CHAPTER NO. 9
SUGGESTION
51

52. After going through practical training in ICICI SECURITIES for making the
analytical report of a company, I would like to conclude some suggestion in order to achieve
the targets and to make its consumers brand loyal.
ICICI SECURITIES is giving the best service that any broker can provide but their
charges are high in comparison of any broker so the main suggestion to the company
is to reduce the charges if there is no compromise with the services.
Employees are opening accounts of new customers but they are not taking follow up
those customers are really taking the advantage of the services of the or not and there
are many accounts of customers even they have not logged in once from the opening
of the account.
55% of the customers are not aware that mutual funds are also available on portal of
ICICIdirect.com so awareness programs should be done for the customers.
This is the suggestions for the ICICI SECURITIES.
52

53. BIBLIOGRAPHY
53

54. ICICIdirect.com
ICICIsecurities.com
ICICI prudential mutual fund fact sheet (June14)
vsrdjournal.com
mutualstocks.blogspot.in
indianresearchjournals.com
54

55. ANNEXURE
55

56. HAVE YOU INVESTED IN ANY OF THE FOLLOWING IN THE
56
LAST 12 MONTHS?
1) Equity
2) F O
3) Mutual fund
4) Insurance
5) Corporate Fixed Deposit
6) Debentures
7) PPF
8) Others
WHAT IS YOUR PREFERRED MODE OF INVESTMENT?
1) Online
2) Offline
3) NA

57. HOW WOULD YOU PREFER TO MAKE YOUR INVESTMENTS
57
IN MUTUAL FUNDS?
1) ICICI DIRECT
2) BANKS
3) OTHER BROKERS
4) DIRECTLY AMC
5) NOT INVESTING
BEFORE THE DEMO, WERE YOU AWARE THAT YOU CAN
INVEST IN MUTUAL FUNDS THROUGH ICICI DIRECT?
1) YES
2) NO
IF YES, WHAT ARE THE REASONS FOR NOT INVESTING IN
MUTUAL FUNDS THROUGH ICICIDIRECT.COM?
1) NEED MORE ASSISTENCE.
2) NEED MORE KNOWLEDGE.
3) NOT INTRESTED TO INVEST BY ICICI DIRECT.
4) DO NOT INVESTING IN MUTUAL FUND.

58. WHICH OF THE FOLLOWING ONLINE TRANSACTIONS
HAVE YOU DONE IN THE PAST?
1) BUY MOVIE TICKETS ONLINE
2) BOOK FLIGHTS/TRAINS ONLINE
3) BOOK HOTELS ONLINE
4) BUY MERCHANDIS ONLINE
5) USE NET BANKING
6) NOT DOING ANY ONLINE TRANSACTION
WHICH MEDIUM OF NEWS INFORMATION AND ANALYSIS
DO YOU USE TO KEEP YOURSELF INFORMED ON
INVESTMENT PRODUCTS?
1) DISCUSS WITH FRIENDS AND FAMILY
58
2) CHECK FINANCIAL WEBSITES
3) ASK FINANCIAL ADVISORS
4) CHECK MEDIA REPORTS
5) PREFER OWN RESEARCH

59. HOW DO YOU CHECK THE PERFORMANCE OF ALL/ANY OF
59
YOUR INVESTMENTS?
1) UPDATE INVESTMENT DETAILS ON A THIRD PARTY WEBSITES
2) ASK FINANCIAL ADVISOR
3) MY BROKER PROVIDES ME THE INFORMATION
4) OTHER
WOULD YOU LIKE TO SWITCH RELATIONSHIP TO
ICICIDIRECT.COM?
1) YES
2) NO
WHICH OF THE FOLLOWING SITE FEATURES DID YOU
FIND USEFUL IN THE DEMO?
1) CAPITAL GAIN STATEMENT
2) PORTFOLIO MONITORING
3) EASE OF PURCHASE AND REDEMPTION
4) PERSONALISED RESEARCH
5) OTHER

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