An Exploratory Study to Analyze the Demat and Trading Account Market to Increase the Client Base at Edelweiss

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Executive Summary
Share trading in India is undergoing a transition and consolidation phase witnessed never before. The competition is likely to become so severe after the entry of many players, retaining a customer is most difficult practice for any service provider.

Though India has a very big untapped market but the players will not flourish unless they change the way the customers are being served. Given the awareness level of today customers every player has to treat with care and make the customer feel that he is the king. Number of Online Share trader in India has crossed the line. More and more customers are coming under this umbrella and many of the existing one are changing pavilion. So customer retention and satisfaction is now more important as it was never before. Players keep coming with new schemes in order to attract new customers and retain the existing one.

This is being supplemented with increased advertising and brand building efforts. Success of any organization depends upon its being proactive. An often quoted marketing adage is to manage a business well is to manage its future and to manage its future is to manage information.” The project that I am involved with while working at “Edelweiss” studies the ways to increase the client base, thus we analyze the investor‟s behavior which includes understanding the concerns a person has towards Stock Market, the investing patterns, research interest and risk appetite. Thus helping the company to improve its product and marketing strategy.

We also have to keep a track of the competition in the market, the database used to tap potential clients, technology used for sales and after sales services and bottlenecks faced by the company.

Table of Contents

Index Introduction Need for study Objective of the study Research Methodology & Data Collection Research design Analysis & Findings of Data collection Limitation Conclusion Recommendations Bibliography Annexure

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Table of Contents

Index Fig.1.0 Fig.1.1 Fig.1.2 Fig.1.3 Fig.1.4 Fig.1.5 Fig.1.6 Fig.1.7 Fig.1.8

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Introduction

Industry Overview:

While regulation and reforms have made major improvements in the quality of the equity markets in India, its rapid growth and development are largely due to strong and efficient market intermediation. The robustness of the Indian markets today is attributable to a healthy blend of the quality of market structure and efficient intermediation. Even as several countries are instituting procedures to commence equity derivative markets, India ranks amongst the top five countries globally in this segment, in less than five years of its introduction. This is an example of the proactive and progressive nature of the Indian brokerage industry.

In the last decade, the Indian brokerage industry has undergone a dramatic transformation. From being made of close groups, the broking industry today is one of the most transparent and compliance oriented businesses. There have also been major changes in the way business is conducted. Technology has emerged as the key driver of business and investment advice has become research based. At the same time, adherence to regulation and compliance has vastly increased. The scope of services have enhanced from being equity products to a wide range of financial services. Investor protection has assumed significance, and so has providing them with education and awareness.

Brokerage firms are giving importance and significance to aspects such as training on skill sets that could prove to be beneficial in the long run. With the nature of markets and products becoming more complex, it becomes imperative for the broking firms to keep their staff continuously updated with latest development in practices and procedures. Moreover, it is mandated for certain types of dealers/brokers to seek specific certification and examinations that will make...
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