Brand awareness

ABSTRACT

Brand awareness, as one of the fundamental dimensions of brand equity, is

often considered to be a prerequisite of consumers’ buying decision, as it represents

the main factor for including a brand in the consideration set. Brand awareness can

also influence consumers’ perceived risk assessment and their confidence in the

purchase decision, due to familiarity with the brand and its characteristics. On the

other hand, brand awareness can be depicted into at least two facets – unaided (brand

recall) and aided (brand recognition) – each of the two facets having its more or less

effective influence on buying decision and perceived risk assessment.

Creating brand awareness with the use of advertising, promotion event

management etc. A different brand has different kind of awareness which retains

recognition. Brand awareness satisfies a need of the consumer. A consumer as aims,

ambitions, motivation drives and desire. Consumer feels more powerful when he uses

the brand. Satisfactions or preference for a brand shows how loyal the consumer is

likely to be brand. In today’s competitive business scenario where every companies

product is competing with each other retaining loyal customer is an essence for which

increasing the level of brand awareness is very vital.

The main purpose of investment is returns and liquidity, commodity market is

less preferred by investors due to lack of awareness. The major findings of this study

are that people are interested to invest in stock market but they lack knowledge.

Research was carried out to find out the brand awareness of online trading firms with

special reference to Angel Broking Ltd., as well as to find out the preferred brokerage

house by people. Research was also carried to figure out what people prefer while

investing in stock market.

This project aims to analyze the brand awareness of different stock brokers on

the basis of their services, products, growth, and their subsidiaries. Because

Stockbrokers are one of the main participants in stock exchanges worldwide, they

often act as an agent for their clients, making trades on their behalf. They also act as

advisors, providing suggestions to their clients on what stocks to buy and sell.

CONTENTS

Chapter No. Name of the concept Page No.

I

Introduction

Need of the study

Objectives of the study

Scope of the study

Methodology of the study

Limitations of the study

II Review of Literature

III Industry Profile

IV Company Profile

V Data analysis and interpretation

VI Findings, Suggestions and Conclusion

VII Bibliography

CHAPTER I - INTRODUCTION

INTRODUCTION

The Americans marketing Association defines brand as “a name, term, sign,

symbol, or design, or a combination of them, intended to identify the goods or service

of one seller or group of seller and to differentiate them from those of competitors”.

Companies need to research the position their brand occupies in the

customer’s minds. According to Kevin Keller, “what distinguished a brand from its

unbranded attribute and how they perform ultimately, a brand resides in minds of

consumers”.

Brand awareness is the level of brand recognition that consumers have about a

particular brand and its specific product category .Brand awareness has recently

gained importance. consumers are willing to purchase the branded products as they

have been positioned very strongly in their mind .media has enabled the consumers

to gain information about the various available brands and hence has increased

consumerism. Marketer have been able to place their brand so strongly which has

resulted in converting the top of mind choice to the top of purchase .hence brand

awareness has played a very significant role in today’s modern context.

The importance of brand awareness has been on a hike because of many

possible reasons. Increasing disposable income has converted the concept of brand

awareness to most important factor while purchasing people willing to spend high

amount on brands are well aware of its importance. Social relationships and a feeling

of inferiority also prove to be the important factors another can be quality, because

few people are highly quality seekers and hence brand awareness plays a vital role.

A traditional definition of a brand is: “the name, associated with one or more

items in the product line that is used to identify the source of character of the item”.

Before the shift in focus towards brands and the brand building process, the brand has

been treated as an off-hand fashion as a part of the product mentions branding as “a

major issue in product strategy”. As the brand was only part of the product, the

communication strategy worked towards exposing the brand and creating brand

image.

The challenge today is “to create a strong and distinctive image” concerning

the brand management process related to the function of a brand as an identifier

discuss the traditional branding model where a brand management team was

responsible for creating and coordinating the brand’s management program. In this

situation, the brand manager was not high in the company’s hierarchy; his focus was

the short-term financial results of single brands and single products in single markets.

The basic objective was the coordination with the manufacturing and sales

departments in order to solve any problem concerning sales and market share. With

this strategy the responsibility of the brand was solely the concern of the marketing

department. In general, most companies thought that focusing on the latest and

greatest advertising campaign meant focusing on the brand.

OBJECTIVES OF THE STUDY

The primary objective is to study the customer’s brand awareness towards

Angel Broking’s online trading services.

To analyze the brand awareness of different stock trading firms with special

reference to Angel Broking Ltd.

To identify which promotional tool is effective to increase the awareness level

among the people

The effectiveness or ineffectiveness of brand awareness on consumer

behavior.

To know how to maintain and improve brand awareness and to build brand

loyalty.

SCOPE OF THE STUDY

The study is conducted to know the importance of brand awareness in promoting the

products and services of Angle Broking. The study covers the effectiveness of brand

awareness on trading companies with special reference to Angel Broking Ltd.

RESEARCH METHODOLOGY

1. RESEARCH DESIGNS

There are generally three categories of research based on the type of

information required, they are

1. Exploratory research

2. Descriptive research

3. Casual research

The research category used in this project is descriptive research, which is

focused on the accurate description of the variable in the problem model.

2). DATA COLLECTION METHOD

Primary data:

It is collected through the questionnaire, a formalized instrument of asking

information directly from respondent demographic characteristics, attitude, belief and

feelings through personal contracts. Structured and on disguised from of

questionnaire is used and consists of multiple choice questions.

Secondary data:

Internal secondary data about the Creamline Dairy included formal data,

which is generated within the organization itself, were obtained through concerned

head in the organization

External secondary data generated by source the organization was used such

as public available data provided by the reports of the companies. All this information

is of great importance and conceptualizes and illuminates the core of the study.

3). SAMPLE DESIGN

a) Sampling unit: the study is directed towards the customers & employees

b) Sample size: 50.

4). DATA ANALYSIS

Simple analysis method is followed for analyzing the data pertaining to different

dimensions of employees. Simple statistical data like percentage are used in the

interpretation of data pertaining to the study. The results are illustrated by means of

bar charts.

LIMITATIONS

The study covers the Hyderabad only and due to the limited sample size, the

facts relabeled in the study may not generalize.

While calculating the percentages, approximations are made to the nearest

figures, for convenience of understanding.

As the employees are busy in their works, limited opinions are collected.

As the project duration is limited to 45days it is difficult to cover more

customers

CHAPTER II - REVIEW OF LITERATURE

Branding:

How do you “BRAND” a product? Although firms provide the impetus to

brand creation through marketing programs and other activities, ultimately a brand is

something that resides in the mind of the consumers. A brand is a perpetual identity

that is rooted in reality but reflects the perceptions and perhaps even the ultimate

choice of the consumers. Branding is endowing products and services with the power

of brands. To brand a product, it is necessary to teach the consumers “who” the

product-by giving a name. Branding involves creating mental structures and helping

consumers organize their knowledge about products and services in a way that

clarifies their decision making and in process provides value to the firm.

Branding can be applied virtually anywhere a consumer has a choice. It is possible to

brand:

A physical good (Nestle soup, Pantene shampoo or Maruti Swift),

A service (Kingfisher Airlines, TATA AIG medical insurance),

A store (Big Bazaar, BATA stores,etc),

A place (The state of Kerala, Pushkar Mela),

A person (Shahrukh Khan, Sachin Tendulkar),

An organization (UNICEF or BCCI),

Brand is the proprietary visual, emotional, rational, and cultural image that you

associate with the company or a product. When you think of Volvo, you think of

safety. When you think of Nike, you think of Michael Jordon or ‘Just Do It’. When

you think of IBM, you think of ‘Big Blue’. The fact that you remember the brand

name and have positive associations with that brand makes your product selection

easier and enhances the value and satisfaction you get from product.

While Brand X cola or even Pepsi-Cola may win blind taste tests over Coca-Cola,

the fact is that more people buy Coke than any other Cola. The fond memories of

childhood and refreshment that people have when they drink Coke is often more

important than a little bit better cola taste. It I this emotional relationship with brands

that make them so powerful.

Purpose of Branding :

The purpose of branding is to create a powerful and lasting emotional

connection with customers and other audiences. A brand is a set of elements or

“brand assets” that in combination create a unique, memorable, unmistakable, and

valuable relationship between an organization and its customers. The brand is carried

by a set of compelling visual, written and vocal tools to represent the business plan

and intentions of an organization.

Branding is the voice and image that represents your business plan to the

outside world. What your company, products and services stand for should all be

captured in your branding strategy, and represented consistently throughout all your

brand assets and in your daily marketing activities

The brand image that carries this emotional connection consists of the many

manageable elements of branding system, including both visual image assets and

language assets. The process of managing the brand to the business plan is important

not only in “big change situation” where the brand redefinition is required, but also in

the management of routine marketing variables and tactics. This does not have to be a

“ground-up” situation where there are wholesale changes to the business. Rather it is

more common that specific changes to the changes to the business plan are

incremental and the work of the brand strategist and designer is to interpret these

changes and revise the branding strategy and resulting brand assets and define their

use in the full range of marketing variables.

Brand Identity:

ADD THE INFORMATION I HAVE GIVEN TO YOU

Brand Effectiveness:

With an increase in global competition, branding has become a source of

competitive advantage. In rapidly evolving market for consumer, and industrial

products and services, the source of next generation competency will be branding. In

this briefing we demonstrate how to calculate the brand strength, the price premium

associated with the products categories, and type of customers attracted to the

“Premium Products”. Marketers who match their brand with customers needs will

have a sustainable competitive advantage.

Measuring Brand Effectiveness:

There are many metrics to measure the potential of and actual effectiveness of

brands. The simplest way is to apply the concept of what we call the 4 D’s of

Branding; differentiation, distinctiveness, defendable, digit-able.

Distinctiveness: your brand should be distinct when compared to your

competitors and to all spoken and visual communications to which your target

audiences will be exposed. The more unique and distinct your

communications, the wider the filed of effective competitive strength it will

have. There are simple means to apply to test the distinctiveness of your

brand.

Differentiation: the brand strategy and brand assets must set you’re offering

apart and clearly articulate the specific positioning intent of your offering.

Defendable: you will be investing in creating your brand assets and in all

cases your brand must have proprietary strength to keep others from using

close approximations. This applies to your trade names and other proprietary

words as well as to your logos, symbols and other visual assets.

Digit-able: in most businesses there is strong and growing element of

electronic communications and commerce that dictate all brand assets be

leveraged effectively in tactile and electronics form. This goes for all brand

assets.

Brand and Reputation:

A brand exists in the mind, or not at all. The mind it exists in may be that of a

customer, a potential customer, an interested observer, a disinterested observer... or

almost anybody.

Awareness of a brand may be irrelevant to any purchasing decision that an

individual may make. People are aware of the Mercedes car brand, but cannot

envisage any circumstance under which they would (could!) buy a Mercedes. They

are aware of Marlboro (and scores of other cigarette brands) but as a non-smoker they

will never convert their awareness into purchase.

The Brand:

To any individual a brand (in his mind) is a complex combination of

experiences, beliefs, perceptions and associations that have grown up over time. For

example Coca-Cola is a company brand, a product brand, a service brand and a brand

with a long history. It is a brand which may represent (to any one individual)

diversity, internationality, technical excellence, financial strength etc. etc. It may also

mean insensitivity, environmental pollution, abuse of power and other negative

perceptions.

Perceiving the Brand:

An individual builds up his perceptions of a brand via a wide range of

communications channels. They are as follows:

Experience: The most powerful influence is experiential. This is when the

individual actually has a "Brand experience". The most obvious are:

He visits a McDonald’s restaurant or a Shell petrol station.

He buys a Coca-Cola branded product or service.

He views a Coca-Cola bottler's facility.

He visits a corporate website.

He attends an interview at the company.

He contacts the company office for information.

He meets an employee of the company.

He buys a share in the company, etc.

Advertising: Over time an individual who lives in a country in which the

company/brand is active, or travels to one on business or vacation, will be

exposed to their advertising. This advertising may be in a wide range of

media:

TV commercials for products and services

Recruitment ads inviting employment applications

"Corporate" TV commercials promoting the company's "reputation"

Web based advertising

An ad for the company’s branded products or services in a wide

variety of print media.

Billboards on highways

Radio

Point of sale etc.

Media Reports and Stories: Individuals will be exposed to a wide variety of

reports about companies in the media (print and broadcast) where the editorial

content is only partly influence able by the company (in some cases) or not at

all (in most cases). These stories will come from a variety of primary and

secondary sources: -

Press releases

Press conferences

Reporting of "events"

Investigative journalism

Stories passed to the media by third parties (Non governmental

organizations etc.)

Professional/Business Interest: For some individuals to interface

professionally, or from a specific business need, with famous companies (or to

observe them) is part of their job. They will usually procure their information

from a variety of sources and via a variety of channels of communication.

These individuals have a special interest in the companies and they include: -

Financial analysts and journalists with an interest in share performance

Existing or potential suppliers of products and services

Existing or potential industrial/commercial customers

Building the Brand

The art of marketing is largely art of brand building. When something is not a

brand, it will probably be viewed as a commodity. Then price is the thing that counts.

When price is the only thing that counts then the low cost producer wins. But just

having a brand is not enough. What does the brand name mean? What associations,

performances and expectations does it evoke? What degree of preferences does it

create?

Choosing a Brand Name:

A brand name first must be chosen then its various meanings and promises

must be built up through brand identity work. In choosing a brand name, it must be

consistent with the value positioning of the brand. In naming a product or service the

company may face many possibilities: it could choose name of the person (Honda,

Calvin Klein), location (American airlines), quality (Safety stores, Healthy choice), or

an artificial name (Exxon, Kodak).

Some of the Desirable qualities of a Brand Name:

It should suggest something about the product benefits.

It should suggest product qualities such action or color

It should be easy to pronounce, recognize and remember; short names help a

lot to recognize the product to the customers.

It should be distinctive.

It should not carry poor meanings in other countries and languages etc.

Building Positive Associations:

In trying to build a rich set of positive associations for a brand, the brand builder

should consider five dimensions that can communicate meaning:

Attributes: A strong brand should trigger in buyers mind certain attributes.

Thus a Mercedes automobile attributes a picture of well-engineered car that is

durable, rugged and expensive. If a car brand does not trigger any attribute,

then it would be a weak brand.

Benefits: A strong brand should suggest benefits, not just features. Thus

Mercedes triggers the idea of well performing car that is enjoyable to drive

and prestigious to own.

Company Values: A strong brand should connote values that the company

holds. Thus Mercedes is proud of its engineers and engineering innovations

and is very organized and efficient in its operations. The fact that it is a

German company adds more pictures in the mind of the buyers about the

character and the culture of the brand.

Personality: A strong brand should exhibit some personality traits. Thus if

Mercedes were a person we would think of someone who is middle age,

serious, well-organized and somewhat authoritarian. If Mercedes were an

animal we might think of lion or its implied personality.

Users: A strong brand should suggest the type of people who buy the brand.

Thus we would expect Mercedes to draw buyers who are older, affluent and

professional.

Choosing Brand Elements:

Brand elements are those trademarks devices that serve to identify and

differentiate the brand. Most strong brands employ multiple brand elements. Nike has

distinctive “swoosh” logo, the empowering “Just Do It” slogan and the mythological

“Nike” name based on the winged goddess of victory.

Brand element can be chosen to build as much as brand equity as possible.

The test of the brand building ability of these elements is what consumers think or

feel about the product if they only knew about the brand element. A brand element

provides positive contribution to brand equity.

Brand Element Choice Criteria

There are six criteria in choosing brand element. The first three can be

characterized by brand building in terms of how brand equity can be build through

judicious choice of brand element. The latter three are more defensive and are

concerned with how the brand equity contained in the brand element can be leveraged

and preserved in the face of various opportunities and constraints.

Memorable: How easily is the brand element recalled? How easily

recognized? Is this true at both purchase and consumption? Short brand name

like tide, Nike can help.

Meaningful: To what extent is brand element credible and suggestive of the

corresponding category? Does it suggest something about a product ingredient

or a type of person who might use the brand?

Likeability: How aesthetically appealing does consumers find the brand

element? Is it inherently likeable visually, verbally, and in other ways?

Concrete brand names such as Wheel, Sunsilk etc evoke much imagery.

Transferable: Can a brand element be used to introduce new products in the

same or different categories? To what extent does the brand element add to

brand equity across geographic boundaries and market segments?

Adaptable: How adaptable and updatable is the brand element? Betty corker

received 8 makeovers through the years-although she is 75 yrs old, she

doesn’t look a day over 35.

Protectable: How legally protectable is the brand element? How

competitively protectable? Can it be easily copied? It is important that names

that become synonymous with product categories such as Kleenex, Xerox,

Jell-O, etc retain their trademarks rights and not become generic.

Brand elements can play a number of roles. If consumers do not examine much

information in making their product decisions, brand elements should be easily

recognized and recalled and inherently descriptive and persuasive. Memorable or

meaningful brand elements can reduce the burden on marketing communications to

build awareness and link brand associations. The different associations that arise from

likeability and appeal of the brand elements may also play a critical role in the equity

of brand.

Brand Equity as Brand Value:

Brand value involves actually placing a dollar or rupee value on a brand name.

The reasons for doing this are usually to set a price when the brand is sold and also to

include the brand as an intangible asset on a balance sheet (a practice which is not

used in some countries). While there are many methods for making this measurement,

some of which will be described shortly, it is important to note that there is a

significant difference between an "objective" valuation created for balance sheet

purposes, and the actual price that a brand may get when sold?

A brand is likely to have a much greater value to one purchaser than another

depending on the synergy that exists. For acquisitions, the value of a brand to a

certain purchaser is often estimated through scenario planning. This involves

determining what future cash flows the company could achieve if it owned and took

advantage of the brand.

Brand Equity as Brand Loyalty:

Loyalty is a core dimension of brand equity and is a way to gauge the strength of

a brand. It represents a barrier to entry, a basis for a price premium, and time to

respond to competitive innovations. The variety of measures used for brand loyalty

usually is a combination of one or more of the following:

Price/demand measures-focus on a brand's ability to command a higher price

or make consumers less sensitive to price increases than price increases for

competing brands.

Behavioral measures-focus on consumers' behavior.

Attitudinal measures-focus on general evaluative measures such as 'liking' or

'disliking.'

Awareness measures-focus on identifying a brand as being associated with a

product category.

Brand Loyalty and Equity refer to the notion that some brands are "stronger"

or better than others.

Brand Equity as Brand Description

Brand description, the final component of brand equity, concerns the actual

attributes of the brand. These attributes or associations are major creators of brand

loyalty. A wide variety of techniques exist for matching consumer associations with

perceptions of a brand. These techniques can be both qualitative and quantitative.

They work by getting the respondent to link each brand with pictures or words. These

attributes then can be measured with multi-dimensional scaling to position the

attributes relative to one another.

Qualitative Measures of Brand Equity:

The Brand Equity Ten are ten sets of measures grouped into five categories,

which attempt to gauge the strength of a brand. The first four categories represent

customer perceptions of the brand along the four dimensions of brand equity- loyalty,

perceived quality, associations and awareness. The fifth includes two sets of market

behavior measures.

Loyalty

Price Premium: A basic indicator of loyalty is the amount a customer will pay

for a product in comparison to other comparable products. A price premium

can be determined by simply asking consumers how much more they would

be willing to pay for the brand.

Customer Satisfaction: A direct measure of customer satisfaction can be

applied to existing customers. The focus can be the last use experience or

simply the use experience from the customer's view.

Perceived Quality and Leadership Measures

Perceived Quality: is one of the key dimensions of brand equity and has been

shown to be associated with price premiums, price elasticities, brand usage

and stock return. It can be calculated by asking consumers to directly compare

similar brands.

Leadership/Popularity: has three dimensions. First, if enough consumers are

buying into the brand concept it must have merit. Second, leadership often

taps innovation within a product class. Third, leadership taps the dynamics of

consumer acceptance. Namely, people are uneasy swimming against the tide

are a likely to buy a popular product. This can be measured by asking

consumers about the product's leadership position, its popularity and its

innovative qualities.

Associations/ Differentiation Measures

Perceived Value: This dimension simply involves determining whether the

product provides good value for the money and whether there are reasons to

buy this brand over competitive brands.

Brand Personality: This element is based on the brand-as-person perspective.

For some brands, the brand personality can provide links to the brands

emotional and self-expressive benefits.

Organizational Associations: This dimension considers the type of

organization that lies behind the brand.

Awareness Measures

Brand awareness: reflects the salience of the product in the consumer's mind

and involves various levels including recognition, recall, brand dominance,

and brand knowledge and brand opinion.

Market Behavior Measures

Market Share: The performance of a brand as measured by market share often

provides a valid and dynamic reflection of the brand's standing with

customers.

Price and Distribution Indices: Market share can prove deceptive when it

increases as a result of reduced prices or promotions. Calculating market price

and distribution coverage can provide or more accurate picture of the

product's true strength. Relative market price can be calculated by dividing the

average price at which the product was sold during the month by the average

price at which all the brands were sold.

Managing Brand Equity:

ADD BRAND EQUITY DIAGRAM AND EXPLANATION

Branding benefits buyers as well as sellers in the following manner:

To Buyer:

Help buyers identify the product that they like/dislike.

Identify marketer

Helps reduce the time needed for purchase.

Helps buyers evaluate quality of products especially if unable to judge

products characteristics.

Helps reduce buyers’ perceived risk of purchase.

Buyer may derive a psychological reward from owning the brand, i.e., Rolex

or Mercedes.

To Seller:

Differentiate product offering from competitors

Helps segment market by creating tailored images, i.e., Contact lenses

Brand identifies the companies’ products making repeat purchases easier for

customers.

Reduce price comparisons

Brand helps firm introduce a new product that carries the name of one or more

of its existing products...half as much as using a new brand, lower co. designs,

advertising and promotional costs. Example, BPL telephones.

Easier cooperation with intermediaries with well known brands

Facilitates promotional efforts.

Helps foster brand loyalty helping to stabilize market share.

Firms may be able to charge a premium for the brand.

CHAPTER III - INDUSTRY PROFILE

INDUSTRY PROFILE

HISTORICAL BACKGROUND

The stock market provides a market place for the purchase and sale of

securities evidencing the ownership of business debt. Stock Exchanges are the most

perfect type of market securities whether of Government or Semi-Government bodies

or other public bodies as also for shares and debentures issued by the joint stock

companies.

CAPITAL MARKET

Classification of Financial Markets:

ADD THE DIAGRAM OF CLASSIFICATION OF FINANCIAL MARKETS

Primary Market (New Issue Market)

This method includes the data collected from the personal discussions

with the authorized clerks and members of the Exchange. The primary market

provide channel for sale of new securities primary market provide opportunity to

issue of securities.

Secondary Market:

The secondary collection method includes the lectures of the superintend

of the Department of Market Operations, EDP etc, and also the data collected from

the News, Magazines of the NSE, HSE and different books issue of this study.

STOCK MARKETS OF INDIA

The origin of the stock market commences from the last quarter of

18th century when long term securities representing property or promises to pay were

first issued and made transferable. The real beginning occurred in the middle of the

19th century after the enactment of the company’s act 1850 which introduced the

feature of limited liability and generated investor’s interest in corporate sector. From

1850 to 1865 there was arise of power of the brokers. The broking business proved to

be profitable. This has lead to the increase in number of brokers to 60. An important

event in the development of stock market in India was the formation of Native share

and Stock brokers association in Bombay in 1875. This was the followed by the

formation of associations in Ahmedabad (1894), Calcutta (1908) and Madras (1937).

HISTORY OF STOCK EXCHANGE

The only stock exchanges operating in the 19 th century were those of

Bombay set up in 1875 and Ahmedabad set up in 1894. These were organized as

voluntary non profit-making association of brokers to regulate and protect their

interests. Before the control on securities trading became central subject under the

constitution in 1950, it was a state subject and the Bombay securities contracts

(control) Act of 1925 used to regulate trading in securities. Under this act, the

Bombay stock exchange was recognized in 1927 and Ahmadabad in 1937.

During the war boom, a number of stock exchanges were organized in

Bombay, Ahmedabad and other centers, but they were not recognized. Soon after it

became a central subject, central legislation was proposed and a committee headed by

A.D. Gorwala went into the bill for securities regulation. On the basis of the

committee’s recommendations and public discussion, the securities contracts

(regulation) Act became law in 1956.

DEFINITION OF STOCK EXCHANGE:

“Stock exchange means anybody or individuals whether incorporated or not,

constituted for the purpose of assisting, regulating or controlling the business of

buying, selling or dealing in securities”.

It is an association of member brokers for the purpose of self-regulation and

protecting the interests of its members.

It can operate only if it is recognized by the Government under the securities

contracts (regulation) Act, 1956. The recognition is granted under section 3 of the Act

by the central government, Ministry of Finance.

BYLAWS:

Besides the above act, the securities contracts (regulation) rules were also

made in 1975 to regulative certain matters of trading on the stock exchanges. There

are also bylaws of the exchanges, which are concerned with the following subjects.

Opening / closing of the stock exchanges, timing of trading, regulation of

blank transfers, regulation of Badla or carryover business, control of the settlement

and other activities of the stock exchange, fixating of margin, fixation of market

prices or making up prices, regulation of Taravani business (jobbing), etc., regulation

of brokers trading, brokerage chargers, trading rules on the exchange, arbitrage and

settlement of disputes, settlement and clearing of the trading etc.

STOCK EXCHANGES :

At present there are 27 stock exchanges recognized under the securities

contracts (Regulation) act 1956.

CITY YEAR OF

ESTABLISHMENT

TYPE OF

ORGANIZATION

YEAR OF

RECOGNITION

Bombay 1875Voluntary nonprofit

making Association1957

Kolkata 1908Public limited

company1980

Madras 1937Company limited by

guarantee1982

Ahmedabad 1894Voluntary nonprofit

making Association1982

Delhi 1947Public limited

company1982

Hyderabad 1943

Company limited by

guarantee 1983

SECONDARY MARKET

The segment of secondary market is a place where scripts are traded to

provide liquidity to scripts which were issued in the primary market. Thus the growth

of the secondary market is very much dependent upon the primary market. The more

the number of companies enters the primary market the greater is the volume trade at

the secondary market. The trading activities in the secondary market is done through

the recognized stock exchange i.e. ICSE (inter connected stock exchange of India) is

yet to make its beginning shortly. Mainly the secondary market operations involved

in buying and selling of securities on the stock exchange through its members the

companies hitting the primary market are mandatory including a regional stock

exchange. The following intermediaries are involved in the secondary market.

1. Members I broker of a stock exchange i.e., for buying and selling of scripts.

2. Portfolio Manager.

3. Investment Manager.

4. Transfer Agent.

SEBI has issued several guidelines and regulations on secondary market,

conduct and registration of brokers, portfolio managers. SEBI has taken several steps

to control and regulate the secondary market in India which includes expansion of

stock exchange centers and their integration, improvement in trading system and

settlement procedures. Registration of brokers, sub-brokers prohibition of insider

trading, transparency in trading activities, eligibility norms of membership, capital

adequacy norms, margins. Further mutual funds have also been brought under the

purview of the SEBI.

DEVELOPMENTS IN SECONDARY MARKET

1. SEBI has issued Capital Adequacy Norms for brokers consisting of base

Minimum Capital, Additional capital related to volume of business.

2. NSE was incorporated to compete with other stock exchanges which went

fully automated and available to a common investor by means of terminals

spreading all over the country.

3. Circuit Breakers system was introduced at Mumbai stock exchange and other

exchanges to stop trading in particular scrip fluctuating beyond 8% in some

scripts for the previous day’s closing prices.

4. OTCEI was permitted to trade in unlisted scripts, hut listed on Mumbai stock

exchange along with debentures.

5. Apart from this, Odd Lot trading sessions was separated to ensure trading in

odd lots conveniently. Brokers were advised to keep separate accounts for

clients and not to touch the funds of clientele sale realizations.

6. Forward trading was banned from 15th march 1994.

7. Capital gain Tax Rules were liberalized.

8. Compulsory Market Making concept was introduced.

9. Jumbo share concept of larger denomination share certificates was introduced

with a view to mitigate the problems of custodian of Indian and Foreign

Financial Institutions.

10. The systems of corporate members were introduced in all exchanges and the

Exemption of capital gain was extended till 3l December 1998.

REGULATION OF STOCK EXCHANGES:

The securities contracts (regulation) act is the basis for operations of the stock

exchanges in India. No exchange can operate legally without the government

permission or recognition. Stock exchanges are given monopoly in certain areas

under section 19 of the above Act to ensure that the control and regulation are

facilitated. Recognition can be granted to a stock exchange provided certain

conditions are satisfied and the necessary information is supplied to the government.

Recognition can also be withdrawn, if necessary. Where there are no stock

exchanges, the government licenses some of the brokers to perform the functions of a

stock exchange in its absence.

SECURITIES AND EXCHANGE BOARD OF INDIA (SEBI):

SEBI was set up as an autonomous regulatory authority by the government of

India in 1988 “to protect the interests of investors in securities and to promote the

development of, and to regulate the securities market and for matter connected

therewith or incidental thereto”.

It is empowered by two acts namely the SEBI Act, 1992 and the securities

contract (regulation) Act, 1956 to perform the function of protecting investor’s rights

and regulating the capital markets.

The Securities and Exchange Board of India Act (SEBI) empowers SEBI to:

1. Regulate the business of stock exchanges.

2. Register and regulate intermediaries associated with the securities market as

well as working of mutual funds.

3. Promote and regulate self Regulatory organizations.

4. Prohibit fraudulent and unfair trade practices relating to securities

transactions.

ONLINE TRADING

In India first fully automated stock exchange was formed in the year 1994

with fully automated trading system called screen based trading or Online trading

basing on computers this system has brought revolutionary changes in the secondary

markets in India. This system is mainly helpful for the purpose of protecting the

investors from the brokers in the price rigging. The NSE has used the software called

NEAT (National Exchange for Automated Trading). After NSE starting the Online

trading the India’s premier stock exchanges followed the way of NSE and BSE.

Objectives of Online Trading:

Providing a Nationwide trading facility for all type of securities.

Ensuring equal access to investors to all over the country through

communication network.

Providing a fair, efficient and transparent securities market using an electronic

trading system.

Enabling the use of shorter settlement cycles and book entry settlement

system.

BOMBAY STOCK EXCHANGE

This stock exchange, Mumbai, popularly known as “BSE” was

established in 1875 as “The Native share and stock brokers association”, as a

voluntary non-profit making association. It has an evolved over the years into its

present status as the premiere stock exchange in the country. It may be noted that the

stock exchanges the oldest one in Asia, even older than the Tokyo stock exchange,

which was founded in 1878.

The exchange, while providing an efficient and transparent market for

trading in securities, upholds the interests of the investors and ensures redressed of

their grievances, whether against the companies or its own member brokers.

It also strives to educate and enlighten the investors by making available

necessary informative inputs and conducting investor education programs.

A governing board comprising of 9 elected directors, 2 SEBI nominees, 7

public representatives and an executive director is the apex body, which decides is the

apex body, which decides the policies and regulates the affairs of the exchange.

The Exchange director as the chief executive offices is responsible for the

daily today administration of the exchange.

BSE INDICES:

In order to enable the market participants, analysts etc., to track the various

ups and downs in the Indian stock market, the Exchange has introduced in 1986 an

equity stock index called BSE-SENSEX that subsequently became the barometer of

the moments of the share prices in the Indian stock market. It is a “Market

capitalization weighted” index of 30 component stocks representing a sample of

large, well-established and leading companies. The base year of sensex 1978-79. The

Sensex is widely reported in both domestic and international markets through print as

well as electronic media.

Sensex is calculated using a market capitalization weighted method. As per

this methodology the level of the index reflects the total market value of all 30-

component stocks from different industries related to particular base period. The total

market value of a company is determined by multiplying the price of its stock by the

nu7mber of shared outstanding. Statisticians call index of a set of combined variables

(such as price and number of shares) a composite Index. An indexed number is used

to represent the results of this allocution in order to make the value easier to go work

with and track over a time. It is much easier to graph a chart based on Indexed values

than on based on actual valued world over majority of the well-known Indices are

constructed using “Market capitalization weighted method”.

In practice, the daily calculation of SENSEX is done by dividing the

aggregate market value of the 30 companies in the index by a number called the

Index Divisor. The divisor is the only link to the original base period value of the

SENSEX. The Devisor keeps the Index comparable over a period value of time and if

the references point for the entire Index maintenance adjustments. SENSEX is widely

used to describe the mood in the Indian stock markets. Base year average is changed

as per the formula new base year average = old base year average*(new market

value / old market value).

NATIONAL STOCK EXCHANGE

The NSE was incorporated in Nov, 1992 with an equity capital of Rs.25 crs.

The international securities consultancy (ISC) of Hong Kong has helped in setting up

NSE. ISC has prepared the detailed business plans and initialization of hardware and

software systems. The promotions for NSE were financial institutions, insurances,

companies, banks and SEBI capital market ltd, Infrastructure leasing and financial

services ltd and stock holding corporations’ ltd.

It has been set up to strengthen the move towards professionalization of the

capital market as well as provide nationwide securities trading facilities to investors.

NSE is not an exchange in the traditional sense where brokers own and

manage the exchange. A two tier administrative set up involving a company board

and a governing aboard of the exchange is envisaged.

NSE is a national market for shares PSU bonds, debentures and government

securities since infrastructure and trading facilities are provided.

NSE-NIFTY:

The NSE on Apr22, 1996 launched a new equity Index. The NSE-50. The new

Index which replaces the existing NSE-100 Index is expected to serve as an

appropriate Index for the new segment of future and option.

“NIFTY” mean National Index for fifty stocks. The NSE-50 comprises fifty

companies that represent 20 board industry groups with an aggregate market

capitalization of around Rs 1, 70,000 crs. All companies included in the Index have a

market capitalization in excess of Rs. 500 crs each and should have trade for 85% of

trading days at an impact cost of less than 1.5%.

The base period for the index is the close of price on Nov 3 1995, which

makes one year of completion of operation of NSE’s capital market segment. The

base value of the index has been set at 1000.

NSE-MIDCAP INDEX

The NSE midcap index or the junior nifty comprises 50 stocks that represent

21st board industry groups and will provide proper representation of the midcap

segment of the Indian capital market. All stocks in the Index should have market

capitalization of grate than Rs.200crs and should have traded 85% of the trading days

at an impact cost of less than 2.5%.

The base period for the index is Nov 4 1996, which signifies 2 years for

completion of operations of the capital market segment of the operations. The base

value of the Index has been set at 1000.

At present there are 24 stock exchanges recognized under the securities

contract regulation Act, 1956. They are

INDIA:

Ahmadabad Stock Exchange

Bangalore Stock Exchange

Bhubaneswar Stock Exchange

Kolkata Stock Exchange

Cochin Stock Exchange

Coimbatore Stock Exchange

Delhi Stock Exchange

Guwahati Stock Exchange

Hyderabad Stock Exchange

Indore Stock Exchange

Jaipur Stock Exchange

Kanpur Stock Exchange

Ludhiana Sock Exchange

Madras Stock Exchange

Magadha Stock Exchange

Mangalore Stock Exchange

Pune Stock Exchange

Uttar Pradesh Exchange Assoc ltd

NSE

OTCEI

Inter connected Stock Exchange

LIST OF STOCK EXCHANGES IN WORLD

CONTENTS:

1. North America

2. Europe

3. Asia

4. South America

5. Africa

USA:

1. Archipelago Exchange, merged with NYSE

2. Arizona Stock Exchange, closed down

3. American Stock Exchange (AMEX)

4. Boston Stock Exchange

5. Chicago Stock Exchange

6. Hedge Steel

7. NASDAQ

8. National Stock Exchange

9. New York Stock Exchange

10. Pacific Exchange (PCX)

11. Philadelphia Stock Exchange (PHLX)

CHAPTER IV - COMPANY PROFILE

Angel Broking LIMITED

Angel Broking’s tryst with excellence in customer relations began more than 20 years

ago. Angel Group has emerged as one of the top 10 retail broking houses in India and

incorporated in 1987. Today, Angel has emerged as a premium Indian stock-broking

and wealth management house, with an absolute focus on retail business and a

commitment to provide "Real Value for Money" to all its clients.

It has memberships on BSE, NSE and the leading commodity exchanges in India

NCDEX & MCX. Angel is also registered as a depository participant with CDSL.

Angel Group Companies

Angel Broking Ltd. Member on the BSE and Depository Participant

with CDSL

Angel Capital & Debt Market

Ltd.

Membership on the NSE Cash and Futures &

Options Segment

Angel Commodities Broking

Ltd.Member on the NCDEX & MCX

Angel Securities Ltd. Member on the BSE

Incorporated :1987

BSE Membership :1997

NSE membership :1998

Member of NCDEX and MCX

Depository Participants with CDSL

Angel’s presence-

Nation- wide network of 21 regional hubs

Presence 124 cities

6800 + sub brokers & business associates

5.9 lakh +clients

Vision of the Company

To provide best value for money to investors through innovative products,

trading / investment strategies, state-of-the-art technology and personalized

service

Philosophy of the Company

Ethical practices & transparency in all our dealings customer interest above

our own always deliver what we promise effective cost management.

Quality Assurance Policy

We are committed to being the leader in providing World Class Product &

Services which exceed the expectations of our customers Achieved by

teamwork and a process of continuous improvement.

CRM Policy

A Customer is the most important visitor on our premises. He is not dependent

on us but we are dependent on him. He is not interruption in our work, but is the

Purpose of it. We are not doing him a favour by serving. He is doing us a favour by

giving us an opportunity to do so

Management CREATE TABLE

S.No Name Designation & Department

1. Mr. Dinesh Thakkar Founder Chairman & Managing Director

2. Mr. Lalit Thakkar Director – Research

3. Mr. Amit Majumdar Executive Director – Strategy and Finance

4. Mr. Rajiv Phadke Executive Director – HR & Corp

5. Mr. Vinay Agrawal Executive Director – Equity Broking

6. Mr. Nikhil Daxini Executive Director - Sales and Marketing

7 Mr. Hitungshu

Debnath

Executive Director - Distribution & Wealth

Management

8. Mr. Mudit

KulshreshthaExecutive Director – Operations

Milestones

Awarded with 'Broking House with Largest Distribution Network' and 'Best

Retail Broking House' at Dun & Bred street Equity Broking Awards 2009

August, 2008 Crossed 500000 trading accounts

● November, 2007 ‘Major Volume Driver’ for 2007

● December, 2006 Created 2500 business associates

● October, 2006 ‘Major Volume Driver’ award for 2006

● September, 2006 Launched Mutual Fund and IPO business

● July, 2006 Launched the PMS function

● October, 2005 ‘Major Volume Driver’ award for 2005

● September, 2004 Launched Online Trading Platform

● April, 2004 Initiated Commodities Broking division

● April, 2003 First published research report

● November, 2002 Angel’s first investor seminar

● March, 2002 Developed web-enabled back office software

● November, 1998 Angel Capital and Debt Market Ltd. Incorporated

● December, 1997 Angel Broking Ltd. Incorporated

Logo of the company

OUR ORGANIZATION STRUCTURE

Products of Angel Broking

● Online Trading

● Commodities

● DP Services

● PMS (Portfolio Management Services)

● Insurance

● IPO Advisory

● Mutual Fund

● Personal loans

CSO (Central Support Office)

Regional Office

Branches &

Franchise Branches

Angel Clients

Branches &

Franchise Branches

Business Associat

es

Branches &

Franchise Branches

Regional Office Regional Office

● Quality Assurance

E-Broking

Angle has different products and voila trading on BSC, NSC, F&O, MCX &

NCDEX. It provides four softwares to customers for online trading.

Angel Investor

User-friendly browser for investors

Easy online trading platform

Works in proxy and firewall system set up

Integrated Back office: Access account information – anytime, anywhere

Streaming quotes

Refresh static rates when required

Multiple exchanges on single screen

Online fund transfer facility

Angel Trade

Browser based for investor

No installation required

Advantage of mobility

Trading as simple as internet surfing

BSC, NSC, F&O, MCX & NCDEX

Angel Diet

Application based ideal for traders.

Multiple exchanges on single screen


User friendly & simple navigation

Angel Anywhere

Application-based platform for day traders

Intra-day/historical charts with various indicators


BSC, NSC, Cash & Derivatives

Investment Advisory Services

To derive optimum returns from equity as an asset class requires professional

guidance and advice. Professional assistance will always be beneficial in wealth

creation. Investment decisions without expert advice would be like treating ailment

without the help of a doctor.

● Expert Advice: Their expert investment advisors are based at various branches

across India to provide assistance in designing and monitoring portfolios.

● Timely Entry & Exit: Their advisors will regularly monitor customers’

investments and guide customers to book timely profits. They will also guide

them in adopting switching techniques from one stock to another during various

market conditions.

● De-Risking Portfolio: A diversified portfolio of stocks is always better than

concentration in a single stock. Based on their research, They diversify the

portfolio in growth oriented sectors and stocks to minimize the risk and optimize

the returns.

Commodities

A commodity is a basic good representing a monetary value. Commodities are most

often used as inputs in the production of other goods or services. With the advent of

new online exchange, commodities can now be traded in futures markets. When they

are traded on an exchange, Commodities must also meet specified minimum

standards known as basic grade.

Types of Commodities

● Precious Metals : Gold and Silver

● Base Metals : Copper, Zinc , Steel and Aluminum

● Energy : Crude Oil, Brent Crude and Natural Gas

● Pulses : Chana , Urad and Tur

● Spices : Black Pepper, Jeera, Turmeric , Red Chili

● Others : Guar Complex, Soy Complex, Wheat and Sugar

Benefits at Angel

● Three different online products tailored for traders & investors.

● Single Screen customized market-watch for MCX / NCDEX with BSE / NSE.

● Streaming Quotes and real time Rates. Intra-day trading calls.

● Research on 25 Agro Commodities, Precious and Base Metals, Energy

products and Polymers.

● An array of daily, weekly and special research reports.

● Highly skilled analysts with professional industry experience.

● Active relationship management desk.

● Seminars, workshops and investment camps for investors

Depositary Participant Services

Angel Broking Ltd. is a DP services provider though CDSL. We offer depository

services to create a seamless transaction platform to execute trades through Angel

group of companies and settle these transactions through Angel Depository services.

● Wide branch coverage

● Personalized/attentive services of trained a dedicated staff

● Centralized billing & accounting

● Acceptance & execution of instruction on fax

● Daily statement of transaction & holdings statement on e-mail

● No charges for extra transaction statement & holdings statement

Portfolio Management Services

Successful investing in Capital Markets demands ever more time and expertise.

Investment Management is an art and a science in itself. Portfolio Management

Services (PMS) is one such service that is fast gaining eminence as an investment

avenue of choice for High Net worth Investors (HNI). PMS is a sophisticated

investment vehicle that offers a range of specialized investment strategies to

capitalize on opportunities in the market. The Portfolio Management Service

combined with competent fund management, dedicated research and technology,

ensures a rewarding experience for its clients.

Mutual Fund

To enable clients to diversify their investment in the right direction. Angel Broking

has added another product in its range with mutual funds.

● Access to in-depth research & proper selection from diversified funds based

on your preferred criteria

● Rating and rankings of all mutual funds from our in house expert analysts

● News and alert for your Mutual fund Portfolio and performance tracking with

watch lists

● Current and historical performance of different funds enabling comparisons

Benefits

● No risk of loss, wrong transfer, mutilation or theft of share certificates.

● Hassle free automated pay-in of your sell obligations by your clearing

members

● Reduced paper work.

● Speedier settlement process. Because of faster transfer and registration of

securities in your account, increased liquidity of your securities.

● Instant disbursement of non-cash benefits like bonus and rights into your

account.

● Efficient pledge mechanism.

FUNDAMENTAL SERVICES

The Sunday Weekly Report

This weekly report is ace of all th reports. It offers a comprehensive market overview

and likely trends in the week ahead. It also presents top picks based on an in-depth

analysis of technical and fundamental factors. It gives short term and long-term

outlook on these scripts, their price targets and advice trading strategies. Another

unique feature of this report is that it provides an updated view of about 70 prominent

stocks on an ongoing basis.

Stock Analysis

Angel’s stock research has performed very well over the past few years and angel

model portfolio has consistently outperformed the benchmark indices. The

fundamentals of select scripts are thoroughly analyzed and actionable advice is

provided along with investment rationale for each scrip.

Flash News

Key developments and significant news announcement that are likely to have an

impact on market / scripts are flashed live on trading terminals. Flash news keeps the

market men updated on an online basis and helps them to reshuffle their holdings

TECHNICAL SERVICES

Intra -Day Calls

For day trader’s angel provides intraday calls with entry, exit and stop loss levels

during the market hours and our calls are flashed on our terminals. Our analysts

continuously track the calls and provide the recommendations according to the

market movements. Past performance of these calls in terms of profit/loss is also

available to our associates to enable them to judge the success rate.

Posting Trading Calls

Angels “Position Trading Calls” are based on a through analysis of the price

movements in selected scripts and provides calls for taking positions with a 10 - 15

days time span with stop losses and targets. These calls are also flashed on our

terminals during market hours.

Derivative Strategies

Our analyst take a view on the NIFTY and selected scripts based on derivatives and

technical tools and devise suitable “Derivative Strategies” , which are flashed on our

terminals and published in our derivative reports.

Future Calls

A customised product for HNIs to help them trade with leveraged positions wherein

clients are advised on stocks with entry, exit and stop loss levels for short-term

benefits. Over and above this, financial status of the calls is mentioned at all times.

CHAPTER V

DATA ANALYSIS & INTERPRETATIONS

1. Have you heard about online trading services of Angel Broking?

Table 1: Angel Broking Ltd., Awareness Of Online Trading Services

S. No. Option No. of Respondents Percentage (%)

1 Yes 38 76%

2 No 12 24%

Total 50 100%Source: Primary Data

Figure 1: Angel Broking Ltd., Awareness Of Online Trading Services

Angel Broking, Awareness Of Online Trading Services

Yes76%

No24%

Source: Primary Data

Interpretation

The above graph illustrates the awareness level of online trading services of Angel

Broking. 38 people out of 50 responded that they had heard about the services and the rest

12 people had not heard about the product. Henceforth 76% of people had heard about the

product/service, which means that the online trading service of Angel Broking is a popular

product among the people.

2. From which mode of media you heard about the online trading services of Angel Broking?

Table 2: Media Mode, Online Trading Services Of Angel Broking

S. No. Mode No. of Respondents Percentage (%)

1 Television 10 20%

2 Hoardings 15 30%

3 Newspaper & Magazines 8 16%

4 Friends & Relatives 10 20%

5 Other 7 14%


Figure 2: Media Mode, Online Trading Services Of Angel Broking

Customers Mode of Media

10

15

8

5 5

0

4

8

12

16

Television Hoardings Newspaper &Magazines

Friends &Relatives

Other

No.

of

Res

pond

ents


Interpretation

Out of the total 50 sample chosen, the respondents were asked about where they had heard

about the services of Angel Broking. 10 out of 50 that is 20% people responded that they

came to know about the product through television; 30% people said they came to know

about the services through hoardings; 16% of the respondents said through newspapers

and magazines; and 20% of the people through friends & relatives and the rest 14%

through other sources. So it is concluded that majority of people came to know about the

services of Angel Broking through hoardings and television media.

3. How often you have heard about the services of Angel Broking?

Table 3: Listening Frequency Of Angel Broking Services

S.No. Option No. of Respondents Percentage (%)

1 Many Times 10 20%

2 Often 12 24%

3 Some Times 16 32%

4 No Idea 12 24%


Figure 3: Listening Frequency Of Angel Broking Services

Listening Frequency Of Angel Broking Services

10

12

16

12

0

6

12

18

Many Times Often Some Times No Idea

No.

of

Res

pond

ents


Interpretation

The above graph depicts that 10 of the total 50 respondents have heard about the services

of Angel Broking many times. 24% of the respondents i.e. 12 out of 50 people said they

have often heard about the services, while 16 respondents said that that they have heard or

seen the services of Angel Broking sometimes. Additionally, 12 out of 50 people, i.e.

12%, responded that they have never heard or seen the services of Angel Broking. So, it

can be concluded that Angel Broking have to increase its promotional campaign to

become a market leader.

4. Are you maintaining a demat account with Angel Broking?

Table 4: Demat Account Holding With Angel Broking


1 Yes 20 40%

2 No 30 60%


Figure 4: Demat Account Holding With Angel Broking

Demat Account Holding With Angel Broking

No60%

Yes40%


Interpretation

The above graph indicates that 60% of the respondents are not holding a demat account

with Angel Broking Ltd., and only 40% of the respondents are holding a demat account

with Angel Broking. It is suggested that Angel Broking need to take precautionary

measures for imporving its brand awareness among customers.

5. Did you like the services of Angel Broking?

Table 5: Investor Satisfaction Towards The Services Of Angel Broking


1 Yes 18 36%

2 No 2 4%

3 Not Related 30 60%


Figure 5: Investor Satisfaction Towards The Services Of Angel Broking

Investor Satisfaction Towards The Services Of Angel Broking

Not Related60%

Yes36%

No4%


Interpretation

The above graph indicates that 36of the respondents voted in favor of the services provided by Angel Broking as good. Only 4% of the respondents were not satisfied for the demat services provided by the comapny.

6. Do you own a demat account with other broking firms apart Angel Broking?

Table 6: Holding Of Demat Account Other Than Angel Broking


1 Yes 24 48%

2 No 26 52%


Figure 6: Holding Of Demat Account Other Than Angel Broking

Yes48%

No52%

2


Interpretation

The above graph illustrates that majority of the people (52%) are not holding a demat

account with other borking firms. 48% of the respondents are holding a demat account

other than Angel Broking.

7. Do you wish to maintain an account with Angel Broking?

Table 7: Customers Perception Towards Maintaining An Account With Angel Broking


1 Yes 17 34%

2 No 13 26%

3 Not Decided 20 40%


Figure 7: Customers Perception Towards Maintaining An Account With Angel Broking

Customers Perception Towards Maintaining An Account With Angel Broking

17

13

20

0

6

12

18

24

Yes No Not Decided

No.

of

Res

pond

ents


Interpretation

The above graph indicates that 34% of the respondents are willing to maintain an account

with Angel Broking. Only 13 respondents were not showing keen interest in maintaining a

demat account in Angel Broking, while 40% of the people responded that they have not

yet decided.

8. If no, which broking firm you are looking to maintain an account?

Table 8: Preferred Broking Firm By Customers

S.No. Company Name No. of Respondents Percentage (%)

1 Sharekhan 14 28%

2 Indiabulls 10 20%

3 Kotak Securities 6 12%

4Motilal Oswal Securities 4 8%

5 Not Decided 16 32%


Figure 8: Preferred Broking Firm By Customers

Preferred Broking Firm By Customers

14

10

64

16

0

4

8

12

16

20

Sharekhan Indiabulls KotakSecurities

Motilal OswalSecurities

Not Decided

Broking Firm

No.

of

Res

ponden

ts


Interpretation

The above graph indicates that 28% of the respondents are interested in managing their

demat account from Sharekhan. 20%, representing 10 people, preferred Indiabulls as their

choice of maintaing demat account, while 32% of the respondents have not yet decided.

9. Why do you want to maintain a demat account with Angel Broking?

Table 9: Reasons For Maintaining A Demat Account With Angel Broking

S.No. Attribute No. of Respondents Percentage (%)

1 Less Brokerage 15 30%

2 High Speed Access 5 10%

3 User Friendly Website 4 8%

4 Others 6 12%

5 No Idea 20 40%


Figure 9: Reasons For Maintaining A Demat Account With Angel Broking

Reasons For Maintaining A Demat Account With Angel Broking

Less Brokerage30%

High Speed Access10%

User Friendly Website

8%

Others12%

No Idea40%


Interpretation

The above graph illustrates 30% of the respondents said that less brokerage charges is the

main attribute which enforces the customers to maintain an account with Angel Broking.

10% responded that they were driven by high speed access, 8% mentioned that they were

driven by user friendly site. 40% of the respondents said that they have not enough idea on

the online trading services of Angel Broking.

10. Can you recall any advertising of Angel Broking online trading?

Table 10: Customers Remembrance Of Angel Broking Online Trading Advertisement


1 Yes 25 50%

2 No 10 20%

3 Not Sure 15 30%


Figure 10: Customers Remembrance Of Angel Broking Online Trading Advertisement

Customers Remembrance Of Angel Broking Online Trading Advertisement

No20%

Yes50%

Not Sure30%


Interpretation

The above graph indicates that 25 people i.e. 50% of the total respondents said that they

can recall the advertising of Angel Broking online trading services, while 10 people said

that they could not recall the advertising. So, it can be concldued that the Angel Broking

advertisement had been effective and stayed in the memory of most of the people.

11. Would you like to recommend Angel Broking online trading services to others?

Table 11: Recommendation Of Online Trading Services To Others


1 Yes 20 40%

2 No 15 30%

3 Not Sure 15 30%


Figure 11: Recommendation Of Online Trading Services To Others

Recommendation Of Online Trading Services To Others

Not Sure30%

Yes40%

No30%


Interpretation

The above graph indicates that 40% of customers showed keen interest in recommending

the online trading services of Angel Broking, while 30%, representing 15 people, showed

dis-comfort for sharing their views and thoughts on Angel Broking’s services.

CHAPTER VI

FINDINGS, SUGGESTIONS & CONCLUSION

FINDINGS

The following details can be inferred after analysis with a sample size of 50 which

included customers, by questionnaire method to find out the brand awareness towards

online trading services with reference to Angel Broking Ltd.

The awareness level of Angel Broking online trading services in an around

Hyderabad is quite good.

The promotional strategy of Angel Broking is effective in the form of

electronic media and mass media.

Most of the respondents are aware of advertising campaign that are being

conducted by Angel Broking.

Brand awareness has a real and visible impact in the buying behaviour of the

people. Though the customers are having good awareness levels regarding the

services of Angel Broking, they are not in a frame of mind to open a demat

account because of various reasons.

Angel Broking is facing a tough competition from the competitors with the

same kind of services already being provided by majors, such as Sharekhan

and Indiabulls.

Angel Broking needs to implement the various medium to offer advertising of

its services, thereby enabling it to promote its online trading platform.

SUGGESTIONS

Suggestions are done on the basis of finding and analysis of data collected through

questionnaire

In order to increase sales in the highly competitive online trading market,

attractive schemes such as fast website interface, providing quick

confirmations for new order placed during the early morning trades, and

offering flexibility on leverage on intra-day trades

Majority of the customers in the online trading market are new to the market.

Angel Broking should conduct seminars and other programs to bring

awareness on the products offered

Customers should be contacted at a regular interval through phone calls and

asking them if they are facing any problems with the online trading platform,

so that customer is 100% satisfied with the service

Advertising plays a very important role in increasing the awareness and in

reminding the customer about the products and services offered by Angel

Broking. Hence, advertisement about the firm and its products and services

must be aired on local T.V channels as well as in newspapers and magazines.

Since the people tend to forget the advertising of a particular product/service,

a reminder message by Angel Broking has to be enforced in regular intervals

and in a proper media which would reach a large number of potential

customers

CONCLUSION

Brands are now a central feature of consumer marketing, they are important in

building long-term relationships with the consumer, irrespective of the type of

market. Their importance is now also being recognized in other markets, including

service and industrial. Investing in a brand builds consumer confidence and loyalty

and allows for brand stretching. It requires a consistent and long-term strategy.

A survey of the customers has been conducted to know the brand awareness

of the online trading firms available in the market with special reference to Angel

Broking Ltd.

Angel Broking has built its brand awareness among a relatively good number

of people in an around Hyderabad

The customers are aware of the services of Angel Broking with the help of

hoardings and television. The company now needs to focus on finding ways to

increase its advertising channels to reach the relatively large number of people

People prefer Angel Broking due to its competitive brokerage structures, fast

trading platform, prompt online response, apart from tips and guidance from

the company

CHAPTER VII

BIBLIOGRAPHY

BIBLIOGRAPHY

Text Books:

Marketing Research G. C. Beri

Marketing Management Philip Kotler

Marketing Management V.S Ramaswamy & S.

Namakumari

Internet:

www.google.com

www.angelbroking.com

www.wikipedia.com

www.economictimes.com

Magazines:

Companies Brochures & Manuals

Business Today

http://www.economictimes.com/

http://www.wikipedia.com/

http://www.angelbroking.com/

http://www.google.com/

QUESTIONNAIRE

Customer Name:

Age:

Occupation:

Income:

1. Are you aware of online trading services? [ ] a) Yes b) No

2. Which company you know better in Online trading services? ( ) a) Angel Broking b. IIFL c. Kotak securities d. Others

3. From which mode of media you heard about the online trading services of Angel Broking? [ ]a) Television b) Hoardings c) Newspaper & Magazines d) Other

4) How often you have heard about the services of Angel Broking? [ ] a) Many Times b) Often c) Some Times d) No Idea

5) Which factor of Angel broking makes you to identify the brand? a. Name b. Logo c. products and services d. others

6. What kind of image does the brand creates in your mind? a. Emotional b. quality c. value d. others

7. What is considered as brand equity for angel broking? a. Name awareness b. perceived quality c. brand association d. brand loyalty

8. Do you think brand awareness will have impact on company? a. High b. moderate c. less d. don’t know

9. What is the impact of brand awareness on performance of the company?a. increased sales & profits b. increased loyalty c. increased goodwill

10. Which media is effective in creating brand awareness? a. Electronic b. print c. campaigns d. others

11. What kind of promotion mix is effective in increasing brand awareness? ( ) a. Sales promotion b. advertising c. direct marketing d. personal selling

12. when you recall a brand in online trading services which company comes first?a. Angel broking b. IIFL c. Share khan d. others

13. What is the best way to increase the brand awareness? ( )a. design of logo b. website c. sponsorships d. others

14.

Brand awareness

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