All the people who are able to invest their money or willing to invest their money are the
prospected customers
of the company .Generally people who like to invest their money in short term instruments are company’s
customers because Anagram Securities Limited has most of its business in brokerage due to day to day trading.
But it also deals in long term investments such as mutual funds. The company has trading in both equity and
commodity market .So both type of Investors are the prospected customers of the company.
CUSTOMER SEGMENTATION
In Broad terms the customers can be segmented into long term investors and short term investors. But they
can be also segmented as equity trades and commodity traders.
PRODUCT POSITIONING
The product is positioned in the minds of the consumer as the product with high value and with a brand name.
The company is started from the promoters of the Lalbhai is Arvind mills group and thus have a different
brand image from other broking houses. Thus the product is positioned as the trust worthy product and the
people can rely on it to get maximum value and benefits.
BUYING PATTERNS
The product is a speciality product and people think before buying the product .Though it is a service industry
but the product is the D-mat account. The people first analyse that how they can get maximum benefit and in
which of the investment measures like insurance, mutual funds etc and then they make their mind to open D-
mat account.
Research methodology
Project profile is a part of the methodology of research which is used for a survey research work. It is a way to
solve the research problem. In the Project Profile various steps are generally used by a researcher to study his
research problem related to the project selected by him. These steps are:
Title of the Study
The investigator selected the following title of the study related to his study related to
his project: “Services provided by the different broking firms”.
Objective of the Study
The main objective of the present study was to compare Services provided by the different broking firms.
There were some of the secondary objectives of the present study. There were as under:
1. To measure the comparative Services provided by the different broking firms.
2. To study the customers preference for the different broking firms.
3. To explore the preferential attitude of customers towards the services of broking
firms.
4. To investigate the problems of customers with regard to services of broking firms.
5. To analyze the facilities/services which are being provided to the employees and
customers by broking firms
6. To study the effects of faster delivery, attractive advertisement and quality
satisfaction etc. on customers’ demand of services of broking firms.
7. To familiarize the concerning companies, the employees and the customers with the features of the results
obtained in the present research and to encourage them to modify their activities/behaviors according to the
obtained results.
Need & Significance of the Study
A review of related literature of security market reveals that in India & Abroad, a few surveys have been
conducted on the development and problems faced by the broking firms. But, no specific study has been
conducted on the Services provided
by the different broking firms. Therefore, the investigator felt the untouched area
of research for the present study.
The need & Significance of the present study was felt on the following grounds:
General Point of View
At present, like other countries of the world, in India, the broking firms are facing the various problems in the
field of their products. Broking firms have contribution in the market-share with regard to their services.
Service-level depends upon so many variables. Quality Satisfaction, Customer’s Demand, charges, a/c opening
fees, Provision of Facilities, market-share, timing & tips, & Advertising Strategy etc, Organizational structure
of an enterprise, human resources, Govt. Policies and business ethics etc. are some of the variables which have
relationship with the contribution towards service-level of different broking firms.
Individual & Social Point of View
The broking firms require some media for development. If the society provides suitable environment for the
development of broking firms, the firms can contribute towards the market-share for the benefits of the
customers. If, the environment is adverse, the firms cannot perform their role effectively for the benefits of
society.
Similarity, it is necessary for broking firms to identify the trading behavior of customers. If the brokers’
behavior is not good towards the customers, and the old techniques of trading in the benefits of broking firms,
the firms can emphasize the provisions of facilities to customers for increasing their market-share. Therefore,
the present study has a g