A ST TUDY ON N BRAND AWAREN NESS OF BAJAJ CAPITAL LTD AT

Submitted d in partial fulfillmen nt of the req quirement for the aw ward of the

Mast ter of Business Ad dministra ation

S Submitted d By A.S.NA ANDA NA ANDHA (35080349) (

U UNDER TH HE GUID DANCE OF F Mr. M.Mani M ka andan Asst. Professor P (Sr.G)

DEPARTM D MENT OF F BUSINE ESS ADM MINISTRA ATION SR RM SCHO OOL OF MANAGE M EMENT KATTA ANKULAT THUR, CHEN NNAI 603 203.

BONAFIDE CERTIFICATE

This Certified that

Project report titled A STUDY ON BRAND

AWARENESS OF BAJAJ CAPITAL LTD is the bonafide work of A.S.NANDHA NANDHA (35080349) who carried out the research under my supervision. Certified further that to the best of my knowledge the work reported herein does not form part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.

ATTESTED

CERTIFIED

SIGNATURE OF DEAN (Dr.Jayshree Suresh)

SIGNATURE OF GUIDE (Mr. M.Mani kandan)

Vivo-Voce Held on

EXTERNAL EXAMINER

ACKNOWLEDGEMENT

The satisfaction and euphoria that accompany the successful completion of any task would be incomplete without mentioning the people who made it possible, whose consistent guidance and encouragement crowned the efforts with success. I would consider it my privilege to express my gratitude and respect to Dean Dr. Jayshree Suresh of SRM School of Management, SRM University for giving me an opportunity to undertake this project work. I express my deepest sense of gratitude to the inspired guidance rendered by my project guide. HR(Head) Mr.Rajesh of Bajaj Capital at Chennai Without his help and assistance this project would not have seen the dawn of success. I cannot forget the contribution of the staff of Bajaj Capital as I troubled them through my queries at every stage of their work and I really appreciate the patience with which they resolved my doubts amidst their busy schedule, I express my sincere thanks to all of them. I am highly indebted to my Faculty guide & Asst.Prof. Mr.M.Mani kandan for his constant motivation and management insight. Her encouragement and valuable suggestions helped me throughout the project. I am also thankful to all the members of the Bajaj Capital family and for his valuable guidance, constant supervision and encouragement during my project.

DECLARATION

I A.S.NANDA NANDHA (35080349) hereby declare that the project entitled A STUDY ON BRAND AWARENESS OF BAJAJ CAPITAL LTD submitted to SRM School Of Management in partial fulfilment of the requirement for the award of the Degree of Master of Business Administration, is a record of the original research work done by me under the supervision and guidance of Department Of Business Administration , SRM

Asst.Prof. Mr.M. Manikandan

School Of Management, Chennai and that it has not formed the basis for the award of any degree/ associate ship/ fellowship of other similar title to any candidate of any university. Signature of the candidate

CHAPTER NO 1

CONTENT
1.1 INTRODUCTION 1.2 SOME OF THE FINANCIAL PRODUCTS 1.3 LIMITATION STUDY 1.4 COMPANY PROFILE 1.5 MILESTONE OF BAJAJ CAPITAL 1.6 MISSIONS AND OBJECTIVES 1.7 SIGNIFICANC OF BAJAJ CAPITAL LOGO

PAGE.NO
1 7 15 16 17 22 25 28

RESEARCH METHODOLOGY

DATA ANALYSIS & INTERPRETATION

29

FINDINGS & SUGGESTIONS

54

CONCLUSION

56

BIBLIOGRAPHY

57

QUESTIONNAIRE

58

COMPANY CERTIFICATE

DECLARATION

ACKNOWLEDGEMENT

CONTENT

INTRODUCTION

RESEARCH METHODOLOGY

DATA ANALYSIS AND INTERPRETATION

FINDINGS & SUGGESTIONS

CONCLUSION

ANNEXURE

BIBLIOGRAPHY

BONAFIDE CERTIFICATE

ABSTRACT

QUESTIONNAIRE

ABSTRACT The aim of Marketing is to meet and satisfy the needs and wants of the customers. The area of Consumer Behavior deals with how individuals select, buy and usegoodstosatisfytheirneedsandwants.

This study aims at finding out whether customers expectations level matched their satisfaction level towards after services provided in Bajaj Capital. This study furtherrevealstheeffectivenessinBajajCapitaltowardsthecustomersatisfaction. A structured questionnaire had been designed and survey had been conducted among100customersthroughstatisticaltools. Theresearchdesignusedforthisstudywasdescriptiveresearchdesign.Suitable statistical tools had been made in order to study the relationship between customers inaneffectivemanner. Theresultsofthisstudyindicatesthatmostofthecustomersaresatisfiedabout the overall after annual income by Bajaj Capital and also other suitable suggestions were given to the company for further improvement to maintain satisfaction level of thecustomers.

1.1 INTRODUCTION
The research Project is on the topic of Brand Image of Bajaj capital. Now first let us look at the definition of a Brand:

A) TEMPORARY NEEDS / THREATS The original purpose of life insurance remains an important element, namely providing for replacement of income on death etc.

B) REGULAR SAVINGS Providing for one's family and oneself, as a medium to long term exercise (through a series of regular payment of premiums). This has become more relevant in recent times as people seek financial independence for their family.

C) INVESTMENT Put simply, the building up of savings while safeguarding it from the ravages of inflation. Unlike regular saving products, investment products are traditionally lump sum investments, where the individual makes a one off payment.

D) RETIREMENT
Provision for later years becomes increasingly necessary, especially in a changing cultural and social environment. One can buy a suitable insurance policy, which will provide periodical payments in one's old age.

THE DEFINITION OF BRAND:

A brand is an identifiable entity that makes specific promises of value.

In its simplest form, a brand is nothing more and nothing less than the promises of value you or your product makes. These promises can be implied or explicitly stated, but none-the-less, value of some type is promised.

NOW LET US FURTHER DEFINE BRAND IMAGE:

Brand Image is when people recognize your brand as yours. This does not necessarily mean they prefer your brand (brand preference), attach a high value to, or associate any superior attributes to your brand, it just means they recognize your brand and can identify it under different conditions. Brand Image consists of both brand recognition, which is the ability of consumers to confirm that they have previously been exposed to your brand, and brand recall, which reflects the ability of consumers to name your brand when given the product category, category need, or some other similar cue. Aided Image occurs when you show or read a list of brands and the person expresses familiarity with your brand only after they hear or see it.

HISTORICAL & TECHNICAL BACKGROUND OF BRANDS

Brands identify the source of market of a product and allow consumers-either individuals or organizations-to assign responsibility to a particular manufacturer or distributor. Consumers may

evaluate the identical product differently depending on how it is branded. Consumers learn about brands through past experiences with the product and its marketing program. They find out which brands satisfy their needs and which ones do not. As consumers lives become more complicated, rushed, and time-starved, the ability of a brand to simplify decisions making and reduce risk is invaluable. Brands also perform valuable functions for firms. First, they simplify product handling or tracing. Brands help to organize inventory and accounting records. A brand also offers the firm legal protection for unique features or aspects of the product. The brand name can be protected through registered trademarks; manufacturing processes can be protected through patents; and packaging can be protected through copyrights and designs .These intellectual property rights ensure that the firm can safely invest in the brand and reap the benefits of a valuable asset. Brands can signal a certain level of quality so that satisfied buyers can easily choose the product again. Brand loyalty provides predictability and security of demand for the firm and creates barriers to entry that make it difficult for other firms to enter the market. Loyalty also can translate into a willingness to pay a higher priceoften 20 to 25 percent more. Although competitors may easily duplicate manufacturing processes and product designs, they cannot easily match lasting impressions in the minds of individuals and organizations from years of marketing activity and product experience. In this sense, branding can be seen as a powerful means to secure a competitive advantage. To firms, brands thus represent enormously valuable pieces of legal property that can influence consumer behavior, be sought and sold, provide the security of sustained future revenues to their owner. Large earning multiple have been paid for brands in mergers or acquisitions, starting with the boom years of the mid-1980s. The price premium is often justified on the basis of assumptions of the

extra profits that could be extracted and sustained from the brands, as well as the tremendous difficulty and expense of creating similar brands from scratch. Wall Street believes that strong brands result in better earnings and profit performance for firms, wh turn, creates greater value for shareholders. Much of the recent interest in brands by senior management has been result of these bottom-line financial considerations. Marketing Memo: The brand Report card lists 10 key characteristics based on a review of the worlds strongest brands.

SCOPE OF STUDY
Is to check that does Brand Image among Bajaj capital affects the sales or creates a specific image about the brand which helps the Brand in gaining an advantage over the competitors. As the Research Methodology used for this research would be Personal Interview or Telephonic Interviews of the Targeted Masses using a set of questionnaires designed to get the response which would help in achieving the objective of the research. The Limitations faced in this research would be that it would be constituted on the data gathered from an already decided Target audience, which would be very small (namely 100 consumers). Hence we would not be able to come to a strong recommendation as the number of the responses would be limited. However, on the other hand the data gathered would be very accurate and not vague, which would help us come to conclusion which in turn will help us to reach the objective of this research.

IMPORTANCE/RELEVANCE OF THE MARKET RESEARCH

The importance of this market research would be, that it will help us to determine which financial service Brands enjoy different benefits due to their Brand Image in the mind of the consumers. Our research work will help us define how does brand Image helps the customer to pick or choose that

specific brand and get a clear picture as in is Brand Image really important part of the marketing strategy or is it just a burden on the marketing system. Brand Image is an important way of promoting service related products. This is because for these products, there are very few factors that differentiate one product from its competitors. Therefore, the product that maintains the highest brand Image compared to its competitors will usually get the most sales, our research findings will help us in determining those factors.

FINANCIAL SERVICE
Financial products act as an investment avenue and provide the required financial security to the investors based on the risk-return profile of the financial products. In the past, traditional financialproducts were offered in India through government initiatives by Public Sector Banks (PSBs) (depositaccount, credit account), Life Insurance Corporation (LIC), and postal department (recurring deposit,National Saving Certificate, Kisan Vikas Patra). However, in recent years with the advent of liberalizationof financial services industry, diverse financial products have been introduced through participation of private and foreign entities in addition to the public sector enterprises. These include products such as debit and credit cards by banks, open-end and closed-end mutual fund schemes (Exchange Traded Funds (ETFs), Index Funds, Systematic Investment Plans (SIP), sector funds, etc.), life and non-life insurance schemes (Unit Linked Investment Plans (ULIPs), pension plans, children education plans, etc.). It further includes shares and debt securities offered by various entities, investments in which are mainly facilitated by the brokerage houses. This has led to rising competition through introduction of innovative and attractive products, regulatory initiatives and growth in the investor base along with increased marketing activities in the financial sector. The increased activities in the financial sector could be reflected in the growth in the aggregate deposits with banks, which has increased from 16%

in FY03 to 24% in FY07. The capital markets are also on the growth trajectory where volumes and market capitalization, both have registered growth. The market capitalization1 to GDP ratio has increased from 22% in FY 03 to 82% in FY07 and the turnover (NSE) has registered a CAGR of 26% from FY03 to FY07. Similarly, activities in the mutual funds have also reflected growth with the Assets under Management (AUM) increasing at a CAGR of 33% during the same time period. The number of new mutual fund schemes introduced has risen from 41 in FY01 to a staggering 414 in FY072. Further, in the insurance sector, total life insurance premium collected by all the life insurance companies has grown at CAGR of 23% from FY03 to FY07. Also, the number of new life insurance policies introduced in FY07stood at 208 as compared to merely 20 in FY013. The introduction of varied products has increased the scope of the financial sector to a very large extent.

1.2 SOME OF THE FINANCIAL PRODUCTS: MUTUAL FUNDS:

In Short, a mutual fund is a common pool of money in to which investors with common investment objective place their contributions that are to be invested in accordance with the stated investment

objective of the scheme. The investment manager would invest the money collected from the investor in to assets that are defined/ permitted by the stated objective of the scheme. For example, an equity fund would invest equity and equity related instruments and a debt fund would invest in bonds, debentures, gilts etc . Mutual Fund is a suitable investment for the common man as it offers an opportunity to invest in a diversified, professionally managed basket of securities at a relatively low cost. A Mutual Fund is a trust that pools together the savings of a number of investors who share a common financial goal. The fund manager invests this pool of money in securities -- ranging from shares and debentures to money market instruments or in a mixture of equity and debt, depending upon the objectives of the scheme.

Why choose Mutual Funds?

Investing in Mutual Funds offers several benefits:

Professional expertise: Fund managers are professionals who track the market on an ongoing basis. With their mix of professional qualification and market knowledge, they are better placed than the average investor to understand the markets

Diversification: Since a Mutual Fund scheme invests in number of stocks and/or

debentures, the associated risks are greatly reduced.

Relatively less expensive: When compared to direct investments in the capital market,
Mutual Funds cost less. This is due to savings in brokerage costs, demat costs, depository costs etc.

Liquidity: Investments in Mutual Funds are completely liquid and can be redeemed at their
Net Assets Value-related price on any working day.

Transparency: You will always have access to up-to-date information on the value of your
investment in addition to the complete portfolio of investments, the proportion allocated to different assets and the fund managers investment strategy.

Flexibility: Through features such as Systematic Investment Plans, Systematic Withdrawal

Plans and Dividend Investment Plans, you can systematically invest or withdraw funds according to your needs and convenience.

SEBI regulated market: All Mutual Funds are registered with SEBI and function within
the provisions and regulations that protect the interests of investors. AMFI is the supervisory body of the Mutual Funds industry.

Types of Funds.
There are a wide variety of Mutual Fund schemes that cater to your needs, whatever your age, financial position, risk tolerance and return expectation. Whether as the foundation of your investment program or as a supplement, Mutual Fund schemes can help you meet your financial goals. The different types of Mutual Funds are as follows:

Diversified Equity Mutual Fund Scheme.

A mutual fund scheme that achieves the benefits of diversification by investing in the stocks of companies across a large number of sectors. As a result, it minimizes the risk of exposure to a single company or sector.

Sectoral Equity Mutual Fund Scheme.

A mutual fund scheme which focuses on investments in the equity of companies across a limited number of sectors -- usually one to three.

Index Funds
These funds invest in the stocks of companies, which comprise major indices such as the BSE Sensex or the S&P CNX Nifty in the same weightage as the respective indice.

Equity Linked Tax Saving Schemes (ELSS)

Mutual Fund schemes investing predominantly in equity, and offering tax deduction to

investors under section 80 C of the Income Tax Act. Currently rebate u/s 80C can be availed up to a maximum investment of Rs 1,00,000. A lock-in of 3 years is mandatory.

Monthly Income Plan Scheme

A mutual fund scheme which aims at providing regular income (not necessarily monthly, don't get misled by the name) to the unitholder, usually by way of dividend, with investments predominantly in debt securities (upto 95%) of corporates and the government, to ensure regularity of returns, and having a smaller component of equity investments (5% to 15%)to ensure higher return.

Income schemes
Debt oriented schemes investing in fixed income securities such as bonds, corporate debentures, Government securities and money market instruments.

Floating-Rate Debt Fund

A fund comprising of bonds for which the interest rate is adjusted periodically according to a predetermined formula, usually linked to an index. Gilt Funds - These funds invest exclusively in government securities.

Balanced Funds
The aim of balanced funds is to provide both growth and regular income as such schemes invest both in equities and fixed income securities in the proportion indicated in their offer documents. They generally invest 40-60% in equity and debt instruments.

Fund of Funds
A Fund of Funds (FoF) is a mutual fund scheme that invests in other mutual fund schemes. Just as fund invests in stocks or bonds on your behalf, a FoF invests in other mutual fund schemes.

Mutual Fund Flow Chart

INSURANCE:
Insurance, in law and economics, is a form of risk management primarily used to hedge against the risk of a contingent, uncertain loss. Insurance is defined as the equitable transfer of the risk of a loss, from one entity to another, in exchange for payment. An insurer is a company selling the insurance; an insured or policyholder is the person or entity buying the insurance policy. The insurance rate is a factor used to determine the amount to be charged for a certain amount of insurance coverage, called the premium.
General Insurance

Health. Health Insurance (popularly known as Medi-claim Policy) offers protection from unexpected medical emergencies, providing a financial support. Health insurance therefore, can be a source of support as it takes care of the financial burden your

family may have to go through. It will help you tackle such situations with ease by providing you with timely and adequate medical care. This policy covers individual & ones family from medical expenses during

sudden illness, surgeries (acquired in respect of any disease, which has arisen during the policy period.) accidents including room charges, doctor's fees, medicines, tests etc. that may arise in future.

Options available 1. Family Floater 2. Individual Health Insurance 3. Individual Health Insurance + Critical Care 4. Critical Care 5. Personal Accident

Motor
Motor Insurance is a wide comprehensive cover designed to provide protection to you & your car. Protection from loss of car or damage to the car giving a secured driving. It covers

Own damage Legal liability of insured towards third party personal injury and property damage arising out of an accident involving the insured vehicle . Passengers Hired driver

Options available 1. Car Insurance 2. Two wheeler 3. Commercial vehicles 4. Passenger Carrying Vehicle 5. 3 - wheeler 6. Tractors etc.

Home.
Home Insurance policy provides a cover to the structure and contents of your home from all unforeseen natural & man-made catastrophes. It provides protection for property and interests of the insured and his family members. It is imperative that you secure your home which gives one peace of mind protecting the most valued possession.

Coverages are

Fire & Allied Perils Burglary & Theft Electrical & Mechanical breakdown (Domestic, Audio & Audio-visual appliances) Public Liability (Third Party Liability) Covers Accidental breakage Coverage to building & contents Personal Accident to self & fami

Travel

Travel Insurance / Overseas Medi-claim policy is a basic requirement when one travels abroad, either its for business,sight-seeing,shopping or pleasure. This policy covers you for any kind of hospitalization which is very expensively priced overseas. Also covers for

Baggage loss, Passport loss, Personal accident, Trip cancellation Home Insurance when you are travelling Dental Expenses Maternity expenses in life saving scenario etc.

It is a single in a strange place. policy which covers all unforeseen risks medical & non-medical when one is

Options available 1. Single Trip 2. Multi Trip 3. Student Medical 4. Senior Citizen 5. Pay per day basis

Personal Accident.
Accidents do not happen when you are driving a car, or away on a vacation. It may happen anytime & anywhere. Considering that modern day life is so dangerous, a personal accident policy is a solution to such vagaries of life.

Its a Benefit Policy.

Coverages are -

Accidental Death Benefit Accidental Permanent Total / Partial Disability Benefit Accidental Partial / Temporary Disability Benefit Broken Bones Burns

FIXED DEPOSIT:
Fixed deposits are loan arrangements where a specific amount of funds is placed on deposit under the name of the account holder. The money placed on deposit earns a fixed rate of interest, according to the terms and conditions that govern the account. The actual amount of the fixed rate can be influenced by such factors at the type of currency involved in the deposit, the duration set in place for the deposit, and the location where the deposit is made.

SHARE TRADING:
A stock market or equity market is a public market for the trading of company stock and derivatives at an agreed price; these are securities listed on a stock exchange as well as those only traded private

NEED OF STUDY:
The primary objective of all organization is to aquaire market share towards their organization. For this they need to build good brand image in the minds of customer. To develop the brand image in in the minds of customer they need to provide brand Image to their customer. This will help to differentiate from the competitor and help to acquire market share. Brand Image not only avoid competition and it also help to build good will among the customers. It will make customer and employee to feel proud to be the part of the organization.

1.3 LIMITATION OF THE STUDY

The size of the sample was only 100. This method of survey is time consuming. The retail clients response could have been biased.

Time of 2 months was a constraint for this study. The survey was confined to the Chennai city. Result may be biased due to natural reluctance of the clients towards survey.

Since the data is analyzed on the basis of statistical tools, there may be some limitations in the analysis.

ABOUT BAJAJ CAPITAL :

The Bajaj Capital Group is one of Indias premier Investment Advisory and Financial

Planning companies. Bajaj Capital is also SEBI-approved Category -I Merchant Bankers Bajaj Capital offer personalized Investment Advisory and Financial Planning services to individual investors, corporate houses, institutional investors, Non-Resident Indians (NRIs) and High Net worth Clients, among others. As one of Indias largest distributors of financial products, Bajaj Capital offer a wide range of investment products such as mutual funds, life and general insurance, bonds, post office schemes, etc. offered by reputed public and private and government organizations.

1.4 COMPANY PROFILE

Bajaj Capital is one of Indias leading Financial Services companies offering Free Advice on Investments, Insurance, Tax Saving, Retirement Planning, Financial Planning, Childrens Future Planning and other services. Bajaj Capital also have a wide range of products and services for Corporate, High Net worth Individuals, and NRIs all under one roof.

At Bajaj Capital, Bajaj capital believes in dreaming big. Dreams inspire us to excel. They ignite hope and kindle in us the passion to stretch our limits. Bajaj Capital also believe that nothing can or should stop from realizing our dreams and financial constraints should be the last thing to stop anyone. For over four decades, Bajaj Capital have been helping people realize their aspirations by helping them make their wealth grow, and plan their financial lives.

Today, Bajaj Capital is a one of the largest financial planning and investment advisory companies in India, with a strong presence all over the country. Bajaj Capital takes pride in serving our clients as well as both individual and institutional and is known for our strong professionalism. Bajaj Capital offer a comprehensive range of services including financial planning and investment advice, and the entire gamut of financial instruments and investment products of almost all major companies, both public and private.

Bajaj capital is also a SEBI-approved Category I Merchant Banker. Bajaj capital raise resources for over 1,000 top institutions and corporate houses every year, and offer specialized services to NonResident Indian (NRIs) and High Net worth Clients.

WHAT YOU CAN EXPECT FROM US

Sound, research-based advice Unbiased, independent and need-based advice Prompt, courteous service Honest, ethical dealings Accessibility

1.5 MILESTONES OF BAJAJ CAPITAL.

Bajaj Capital has contributed to the growth of the Indian Capital Market at every step.

In 1965, Bajaj capital is the first to innovate the Companies Fixed Deposit. Today, Bajaj capital is playing an active role in the growth of the Indian Mutual Fund industry. Bajaj capital is also working closely with private insurance companies to deepen India's insurance market. Here is a brief gist of our journey through the years. 1964 Bajaj Capital sets up its first Investment Centre in New Delhi to guide individual investors on where, when and how to invest. India's first Mutual Fund, Unit Trust of India (UTI) is incorporated in the same year.

1965 Bajaj Capital is incorporated as a Company. In the same year, the company introduces an innovative financial instrument the Company Fixed Deposit. EIL Ltd. (Oberoi Hotels, then known as Associated Hotels of India Ltd.) becomes the first company to raise resources through Company Fixed Deposits.

1966 Bajaj Capital expands its product range to include all UTI schemes and Government saving schemes in addition to Company Fixed Deposits.

1969 Bajaj Capital manages its first Equity issue (through an associate company) of Grauer & wells India Ltd.; right from drafting the prospectus to marketing the issue.

1975 Bajaj Capital starts offering 'need-based' investment advice to investors, which would later be known as 'Financial Planning' in the investment world.

1981 SAIL becomes the first government company to accept deposits, followed by IOC, BHEL, BPCL, HPCL and others; thus opening the floodgates for growth of retail investment market in India.Bajaj Capital plays an active role in all the schemes as 'Principal Brokers'

1986 Public Sector Undertakings (PSUs) begin making public issues of bonds MTNL, NHPC, IRFC offer a series of Bond Issues. Bajaj Capital is among the top ranks of resource mobilizes.

1987 SBI leads the launch of Public Sector Mutual Funds in India. Bajaj Capital plays a significant role in fund mobilization for all these players. 1991 SBI issues India Development Bonds for NRIs. Bajaj Capital becomes the top mobilize with collections of over US $20 million.

1993 The first private sector Mutual Fund Kothari Pioneer is launched, followed by Birla and Alliance in the following years. Bajaj Capital plays an active role and is ranked among the top mobilizes for all these schemes.

1995 IDBI and ICICI begin issuing their series of Bonds for retail investors. Bajaj Capital is the co-manager in all these offerings and consistently ranks among the top five mobilizes on an all-India basis. 1997 Private sector players lead the revival of Mutual Funds in India through Open-ended Debt schemes. Bajaj Capital consolidates its position as India's largest retail distributor of Mutual Funds.

1999 Bajaj Capital begins marketing Life and General Insurance products of LIC and GIC (through associate firms) in anticipation of opening up of the Insurance Sector. Bajaj Capital achieves the milestone of becoming the top 'Pension Scheme' seller in India and launches marketing of GIC's Health Insurance schemes. 2000 Bajaj Capital implements its vision of being a 'One-stop Financial Supermarket.' The Company offers all kinds of financial products, including the entire range of investment and insurance products through its Investment Centers. Bajaj Capital offers 'full-service merchant banking' including structuring, management and marketing of Capital issues. Bajaj Capital reinvents 'Financial Planning' in its international sense and upgrades its entire team of Investment Experts into Financial Planners. 2002

The Company focuses on creating investor Image for Financial Planning and need-based investing. To achieve this goal, the company introduced the International College of Financial Planning. The graduates of this institute become Certified Financial Planners (CFPs), a coveted professional qualification.

2004 Bajaj Capital obtains the All India Insurance Broking License. Simultaneously, a series of wealth creation seminars are launched all over the country, making Bajaj Capital a household name.

2007 Bajaj Capital launches Stock Broking and Depository (Demat) Services.

2008 Bajaj Capital launches Just Trade, an online Platform for investing in Equities, Mutual Funds, IPO's.

1.6 MISSION, AIMS & OBJECTIVES:

Bajaj Capital's Mission Statement The focus of our organization is to be the most useful, reliable and efficient provider of Financial Services. It is our continuous endeavour to be a trustworthy advisor to our clients, helping them achieve their financial goals. AIMS OF BAJAJ CAPITAL:

To serve our clients with utmost dedication and integrity so that Bajaj capital exceeds their expectations and builds enduring relationships.

To offer unparalleled quality of service through complete knowledge of products, constant innovation in services and use of the latest technology.

trust.

To always give honest and unbiased financial advice and earn our clients' everlasting

To serve the community by educating individuals on the merits of Financial Planning and in turn help shape a financially strong society.

To create value for all stake holders by ensuring profitable growth. To build an amicable environment that accords respect to every individual and permits their personal growth.

To utilize the power of teamwork to function as a family and build a seamless organization.

Bajaj capital services for government institutions/private corporate:

Merchant banking. Resources Mobilization-Debt and Equity. Distribution of Mutual Funds. Distribution of Insurance.

Bajaj capital services for individual and institutional investors: Investment Advisory. Financial Planning. Stock broking Money Market Broking.

Bajaj capital services for individual and institutional investors: Transaction Services

Advisory Services (Economy Package) Advisory Services (Premium Package) Financial Planning Services Online Services

Why Investment through Bajaj Capital Wide range of products and services 41 years experience as Investment Advisors and Financial Planners More than eight lakh satisfied clients all over India Countrywide network of 134 branches Over 12,000 NRI clients across the globe Personalized management advice 24 x 7 online accessibility through www.Bajajcapital.com Strong team of qualified and experienced professionals including CAs, MBAs, MBEs, CFPs, CSs, Insurance experts, Legal experts and others SEBI-Approved Category I Merchant Bankers

Group Co BCIBL is an IRDA-licensed Direct Insurance Broker.

1.7 THE SIGNIFICANCE OF BAJAJ CAPITAL LOGO Bajaj capital logo depicts Lord Ganesha who is the source of all our values and ethics in business. The large ears of Lord Ganesha remind us to hear more. We listen carefully to our clients to understand their needs. The weight of the trunk on the mouth symbolises silence. We work silently, without blowing our own trumpet. The long trunk symbolises continuous exploration. We explore all avenues to provide the best investment opportunities for our clients. The heavy posture of Ganesha symbolises stability. We help our clients to attain financial stability through wise investments.

Lord Ganesha is known as the remover of obstacles and bestower of prosperity. We emulate His example and try our best to help our clients attain prosperity by proper financial planning. Our logo has a yellow background. Yellow is the colour of gold, which symbolises wealth. According to Vedic lore, it is also the colour associated with Brihaspati, the guru and counsellor of the Gods. We offer our clients sage counsel to make their wealth grow. The letters are in red. Red is the colour rajas symbolising power and incessant activity. It symbolises our aggressive quest for your well-being and happiness. The white streak represents the trunk of Lord Ganesha. White is the colour of satva guna, and implies our selfless commitment to your life-long happiness. SLOGAN : This slogan show how this company acting towards their clients expectation. This slogan says two thing One is the company will do favor to their clients expectation. And other is for their rate of return on their investment.

INTRODUCTION TO BRAND IMAGE Brand Image is a marketing concept that measures consumers' knowledge of a brand's existence. At the aggregate (brand) level, it refers to the proportion of consumers who know of the brand. Measurement driven conceptualization

Brand Image, In general, means the extent to which a brand associated with a particular product is documented by potential and existing clients either positively or negatively. Creation of brand Image is the primary goal of advertising at the beginning of any product's life cycle in target markets. In fact, brand Image has influence on buying behavior of a buyer. Brand Image can be measured by showing a consumer the brand and asking whether or not they knew of it beforehand. However, in common market research practice a variety of recognition and recall measures of brand Image are employed all of which test the brand name's association to a product category cue. This came about because most market research in the 20th Century was conducted by post or telephone, actually showing the brand to consumers usually required more expensive face-to-face interviews (until based interviews became possible). This has led many textbooks to conceptualize brand Image simply as its measures, that is, knowledge that the brand is a member of a particular product category, e.g. soft-drinks.

2. RESEARCH METHODOLOGY Research design :

Descriptive methodology is been using to do the research

Sample size
Sample size is taken as 100 clients

Data collection
Through primary data as well as Through secondary data

Selection of sampling
The sample size is completely selected through convince sampling

Primary objective:
To understand the brand Image of Bajaj capital among the peoples and existing clients.

Secondary objective:
To identify the switchers To create brand Image among clients.

Tools is using for research

Percentage analysis. weighted average analysis chi-square test

DATA ANALYSIS & INTERPRETATION AGE GROUP

TABLE: - 9.1

 Total Number of Clients s Surveyed: 100

AGE GR ROUP

NO O.OF CLIE ENTSS

PERC CENTAGE

25-45

52 2

52%

45-65

40 0

40%

6585

8%

Total

10 00

100% %

60 50 40
25-45

30 20 10 0 NO.OF CU USTOMERS S

45-65 65 And Above

Interpre etation:
From the abov ve table, Baj jaj capital ca an observe that t 52% of the people belong b to 25 5 45 age groups, 40 0% of the pe eople belong g to 45 - 65 age a groups and a 8% of th he people belong to 65 and a above. The analy ysis shows th hat most of th he people be elong to 25 45 age.

TABLE:-9.2

Gender
Total number of Clients surveyed: 100

GENDER

NO. OF CLIENTSS PERCENTAGE 87 13 100 87% 13% 100%

Male Female Total

13%

87%

Interpretation:
From the above table Bajaj capital can observe that among 200 clients 87% are Males and 13% are Females.

TABLE: - 9.3

Occupation

 s Surveyed: 100 Total Number of Clients

OCCUPA ATION

NO O.OF CLIE ENTSS

PERCE ENTAGE

Business

38 8

38%

Professional

30 0

30%

Student

7%

Employee e

25

25%

Total

10 00

100%

40 35 30 25 20 15 10 5 0

38 3 30 25
Business s Professio onal Student Employe ee

NO.OF CU USTOMER RS

Interpretation: From the above table, Bajaj capital see that 38% of the people belongs to Business,
30% of the people from Professionals, 7% of the people from students and 25% of the People belongs to Employees. The analysis shows that major part of the people belongs to Business category. TABLE:- 9.4 INCOME STATUS (PER ANNUM) Total number of Clients surveyed: 100

INCOME

NO. OF CLIENTSS PERCENTAGE 34 52 14 100 34% 52% 14% 100%

< 20,000 20,000-40,000 40,000 & above Total

14% 34% 52%

Interpretation:
The income status reveals that 34% of them are having less than 20,000 and 52% of them are in 20,000-40,000 and the remaining 14% Bajaj capital are above 40,000. The analysis shows that the person who having income per annum is 20,000-40,000 are more. Table :-9.5

How long you have been carrying out your financial investment through Bajaj capital?

Total number of Clients surveyed: 100

Years no more less than 1 yr 1yr-5yr 5yrs-10yrs more than 10yrs

Financial plan 5 23 20 42 10

45 40 35 30 25 20 15 10 5 0 0

Financialplan

Financialplan

Interpretation:
From the above table, Bajaj capital can observe that 42% of the people belong to 5yrs-10yrs experience and 5% of the people fall in no experience category. The analysis shows that most of the people belong to high experience. TABLE:- 9.6

What is the difference you feel through Bajaj Capital than other service provider?

Difference then the competitor Quality Variety post-sales other

% difference 16 55 5 24

of

%difference
60 50 40 30 %difference 20 10 0 Quality variety postsales other

Interpretation:
From the above table, Bajaj capital can observe that 55% of the people attracted by verity of product and brands in Bajaj capital and 5% of the people attracted by post-sales service to 65 and above. The analysis shows that most of the people attracted by verity of product and brand. Table:-9.7 Which of the Bajaj Capital product are you aware of? Image of Bajaj Capital mutual funds Fixed Deposits General Insurance Life Insurance Just Trade Other Respondents 30 27 12 17 7 7

R Respond dents
30 25 20 15 Responden nts 10 5 0 Life mutual m Fixed General osits Insuranc ce Insurance funds Depo Just Trade Other

etation: Interpre
From the abo ove table, Bajaj capital can observe e that 30% of the peop ple shown interest i in mutual fu und and 7% of the peop ple shown in nterest on ju ust trade and d other optio on(post offic ce saving, bond inve estment). The e analysis sh hows that mo ost of the people shown interest in mutual m fund.

Table:-9.8 Which of f the Bajaj Capital C prod duct have yo ou purchase ed before? Product purchased d before Respondents Bajaj mutual fun nds Fixed Dep posits General In nsurance Life Insur rance Just Trade e 15 25 10 20 5

Other

25

Re esponde ents
3 30 20 10 0 Respondents

etation: Interpre
From the above table, Ba ajaj capital can observe e that 25% of the inves stor invested d in fixed deposits and a 5% of the t people shown inter rest on just trade. The analysis sho ows that mo ost of the investor sh hown interes st in fixed de epositor.

Table:9.9 9 What is the range yo ou have inve ested throug gh Bajaj Ca apital?

Range of Investment t >20000

% 7

of

spondents Res

20000-100000 100000-500000 <500000

66 20 7

%ofRespondents
70 60 50 40 30 20 10 0 >20000 20000100000 100000500000 <500000 %ofRespondents

Interpretation:
From the above table, Bajaj capital can observe that 66% of the people have invested 20000100000 in Bajaj capital and 7% of the people have invested under less than 20000 and more then 500000. The analysis shows that most of the investor invested in 20000-100000 categories. Table:-9.10 What is the range you would like to invest through Bajaj Capital? Preference for investment >20000 % Respondents 13

20000-100000 100000-500000 <500000

43 27 17

%Respondents

>20000 20000100000 100000500000 <500000

Interpretation:
From the above table, Bajaj capital can observe that 43% of the people have interest to invest 20000-100000 in Bajaj capital and 13% of the people have interest to invest less than 20000. The analysis shows that most of the investor has interest to invest in 20000-100000 categories.

Table:-9.11

How memorable would you rate the logo of Bajaj Capital?

Brand Recognition(logo) Excellent Good Satisfactory Not satisfied

NO. CLIENTSS 5 64 30 1

OF

NO.OFCUSTOMERS

Excellent Good Satisfactory Notsatisfied

Interpretation:
From the above table, Bajaj capital can observe that 64% of the people have felt and feel good of Bajaj capital logo and 1% of the people have felt not satisfactory with Bajaj capital logo. The analysis shows that most of the investor feels good to remember of Bajaj capital logo. Table:-9.12 How memorable would you rate the advertisement (or) tag line of Bajaj Capital?

NO. Brand Recognition(tagline) Excellent Good Satisfactory Not satisfied 5 20 30 45

OF

CLIENTSS

Excellent 50 40 30 20 10 Notsatisfied 0 Good Series1

Satisfactory

Interpretation:
From the above table, Bajaj capital can observe that 45% of the people have not able to recognize Bajaj capital tag line. And 30% of the people have feel satisfactory to recognize Bajaj capital tag line. The analysis shows that most of the investor has not able to recognize Bajaj capital tag line.

Table:-9.13

Overall how will you rate the product of Bajaj Capital?

Rating of the Product Very low low medium high Very high

Response 10 20 15 15 40

Response
45 40 35 30 25 20 15 10 5 0 0 1 2 3 4 5 6 Response

Interpretation:
From the above table, Bajaj capital can observe that 45% of the people ranked very high rating for products in Bajaj capital and only 10% of the people have ranked very low to Bajaj capital products. The analysis shows that most of the investor ranked very high to the products of Bajaj capital. Table:9.14

Overall how will you rate the service of Bajaj Capital?

Rating of their Service Very low Low Medium High Very high

Response 15 25 20 10 35

Response
40 35 30 25 20 15 10 5 0 Verylow low medium high Veryhigh Response

Interpretation:
From the above table, Bajaj capital can observe that 35% of the people ranked very high rating for service in Bajaj capital and 10% of the people have ranked high to Bajaj capital service. The analysis shows that most of the investor ranked very high to the service of Bajaj capital. Table:9.15

Do you have interest to deal with Bajaj Capital on a long term?

Interest in long term Response investment yes no 91 9

Response

no

Response

yes

20

40

60

80

100

Interpretation:
From the above table, Bajaj capital can observe that 91% of the people want to deal for long term basis in Bajaj capital and only 9% of the people have not interest to deal with Bajaj capital. The analysis shows that most of the people accept to deal Bajaj capital in long term basis.

Table:-9.16

Will you refer Bajaj Capital to your Family & Friends?

Willingness to refer yes no

Response 82 18

Response
90 80 70 60 50 40 30 20 10 0 yes no Response

Interpretation:
From the above table, Bajaj capital can observe that 82% of the people willing to refer Bajaj capital to their friend and family and 18% of the people have not interest to refer Bajaj capital to their friends and family. The analysis shows that most of the people accept to refer Bajaj capital to their friends and family.

Table:9.1 17

Have you ur Family or r Friends ha ave thanked d you for ref ferring Baja aj Capital?

Complim ments referring Yes No

recei ived

for Response 63 37

Respons se

1 100

50 0 yes no

Response Response

Interpre etation:
From the above table e, Bajaj capi ital can obse erve that 63 3% of the pe eople got co omplement from f their friends an nd family fo or referring Bajaj capita al and 37% of the peop ple have not got any com mplement from their r friends and d family for r referring Bajaj B capital. . The analys sis shows that most of the t people accept to deal d Bajaj ca apital in long g term basis.

Table:9.18

Based on 1to 4 scale how will you rate your satisfaction level?

Satisfaction Level Highly satisfied Satisfied Average Not Satisfied

Response 35 33 20 2

Response
40 35 30 25 20 Response 15 10 5 0 Highlysatisfied Satisfied Average NotSatisfied

Interpretation:

From the above table, Bajaj capital can observe that 35% of the people highly satisfied to deal with Bajaj capital and only 2% of the people have not satisfied to deal with Bajaj capital. The analysis shows that most of the people accept to deal with Bajaj capital in long term basis.

STATISTICAL TOOLS
The tools which used in the computation processes are

Chi-square Distribution:
1. distribution is a limiting approximation of the multinomial distribution. 2. Though distribution is essentially a continuous distribution the 2 test can be applied to

disrete random variables whose frequencies can be counted and tabulated with or without grouping. 3. With the help of test we can find out whether two or more attributes are associated or not.

=[(O-E)2/E]; E=Expected frequency A=The row total for the row containing the cell B=The column total for the column containing the cell. N=The total number of observations. E=(A)*(B)/N The degrees of freedom Is v=(r-1)*(c-1):

v =number of degrees of freedom

If the calculated value of

is less than the table value at a certain level of significance

(generally5%level), we say that the results of the experiment providence no evidence for doubting the hypothesis or, in other words the hypothesis that the attributes are not associated holds good.

CHI SQUARE TEST 1:

Significant Relationship between age and preference for investment Ho: There is no significant relationship between age and preference for investment H1: There is significant relationship between age and preference for investment Chi-Square Test Frequencies
AGE Observed N 45 65 85 Total 1 1 1 3 Expected N 1.0 1.0 1.0 Residual .0 .0 .0

INVEST Observed N 1 1 1 3 Expected N 1.0 1.0 1.0 Residual .0 .0 .0

20000 100000 500000 Total

Test Statistics AGE Chi-Square(a) df .000 2 INVEST .000 2

Asymp. Sig.

1.000

1.000

a 3 cells (100.0%) have expected frequencies less than 5. The minimum expected cell frequency is 1.0.

Interpretation:
From the above table, it is clear that the calculated value of significance level is LESSER than the assumed significance level (0.05), hence the Null hypothesis is rejected. There is significant relationship between the Income and Expenditure.

CHI SQUARE TEST 2:

Significant

Relationship between product and services of Bajaj capital

Ho: There is no significant relationship between product and services of Bajaj capital H1: There is significant relationship between product and services of Bajaj capital Chi-Square Test Frequencies Product Observed N Expected N 1 1.3 2 1.3 1 1.3 1 1.3 5 service Observed N Expected N 1 1.0 Residual .0 Residual -.3 .8 -.3 -.3

10 15 20 40 Total

10

15 20 25 35 Total

1 1 1 1 5

1.0 1.0 1.0 1.0

.0 .0 .0 .0

Test Statistics PRODUCT .600 3 .896 SERVICE .000 4 1.000

Chi-Square(a,b) df Asymp. Sig.

Interpretation:
From the above table, it is clear that the calculated value of significance level is LESSER than the assumed significance level (0.05), hence the Null hypothesis is rejected. There is relationship between the Income and Expenditure. significant

CHI SQUARE TEST 3: Significant Relationship between service provider and satisfaction level of Bajaj capital Ho: There is no significant relationship between service provider and satisfaction level of Bajaj capital H1: There is significant relationship between service provider and satisfaction level of Bajaj capital

Chi-Square Test
Frequencies service provider Observed N 5 16 24 55 Total 1 1 1 1 4 satisfaction level Observed N 2 20 33 1 1 1 Expected N 1.0 1.0 1.0 Residual .0 .0 .0 Expected N 1.0 1.0 1.0 1.0 Residual .0 .0 .0 .0

35 Total

1 4 Test Statistics service provider .000 3 1.000

1.0

.0

satisfaction level .000 3 1.000

Chi-Square(a) df Asymp. Sig.

a 4 cells (100.0%) have expected frequencies less than 5. The minimum expected cell frequency is 1.0.

Interpretation:
From the above table, it is clear that the calculated value of significance level is LESSER than the assumed significance level (0.05), hence the Null hypothesis is rejected. There is significant relationship between the Income and Expenditure.

FINDINGS
The following details can be inferred after analysis with a simple size of 100, which included clients, by questionnaire method to find out the brand Image towards Bajaj capital with reference to annanagar branch. Clients expect high service issue post-sales of investment product. Word of mouth helping the Bajaj capital to get more and more client base. Many clients lack knowledge in investment product. Clients expect to review the current position of the investment product. Many clients are thinking that Bajaj Auto Group and Bajaj Capital Bajaj are same but its different. Clients think that Bajaj Capital is an investment company instead of investment advisory service. The tag line of the Bajaj Capital inspired many clients. Some existing clients of the Bajaj Capital is not satisfied due to inadequate service.

Broad variety of products and brand make the clients to feel comfort to choose their desired investment. Many clients came to know about the Bajaj capital through their family and friends not through advertisement. The client is not having good knowledge about all the products; they have good knowledge only in the products with which they are dealing. Many clients are dealing with Bajaj Capital in long term basis and also some clients are not in long term basis. Research helped to understand the approach of Bajaj Capital, i.e., to treat them as clients not as customers.

SUGGESTIONS
Basing on the survey findings and analyzing the attitudes of respondents, the following suggestions can be given regarding the Brand Image towards Bajaj capital. The company has to pursue the complaints of the respondents about the products they purchased. This suggestion has been given basing on the complaints of customers regarding its problems like low returns in mutual funds and ULIPs. Bajaj capital has to conduct some marketing programmers like ads through media and magazines for brand Image. The organization have to provide more post sales service to their clients this suggestion is given because most of the existing client attracted towards it. Bajaj capital have to update all their clients regarding new products, service availability, ect this is because some clients are not properly receiving it.

The updating can be done through e-mail, postal service and direct visit. They Bajaj capital are highly concentrating on retail clients this can be improve by concentrating on industrys investment also. Bajaj capital persons or field executive have to contact their client in regular interval bases to know their service issues through telecom or direct visit.

CONCLUSION

The Front Runner Bajaj Capital Being a frontrunner in the financial services, Bajaj capital has always performed both the category task, as well as the brand task, with the help of advertising and public relations (PR). The companys initial campaigns addressed various myths and misconceptions about financial services, seeking to change customer attitudes. For instance, life insurance had long been regarded as expensive, rigid, difficult to understand and good only for tax saving.

The Survey Experience The experience for customer interface is really learning and remarkable.

The different types of responses of the same customer on the same ground, sometimes creates confusion that what they really wants to express, sometimes I felt that they are much more expecting from the company like Bajaj capital that is why they are arguing in some cases. The area used for research work, as I consider is much more educated and aware in respect, so we might face the reverse condition when we do such work in rural part of India.

BIBLIOGRAPHY

REFERENCES BOOK :
Dr. P. Ravilochanan Research Methodology(second revised edition 2003 ) (Margham publications) Dr.Rajan saxena Marketing management (Tata McGraw-Hill publishing company limited) Philip Kotler Marketing management (11th edition, person education)

WEB SITE:
http://www.Bajajcapital.com/knowledge-cafe/equity_linked.php

http://www.valueresearch.com. http://www.indianmutualfund.com. http://www.financialplans.org. http://www.wikipedia.com.

QUESTIONNAIRE

NAME: AGE: GENDER:

OCCUPATION: MAIL ID:

1) Before this survey how often have you heard about Bajaj Capital? o I have never heard of Bajaj Capital before this survey o I have seen and heard about Bajaj Capital a few times

o I have seen and heard about Bajaj Capital frequently 2) What comes to your mind when you hear the name Bajaj Capital? __________________ 3) Of your last five financial planning how many were done through Bajaj Capital? o 0 o 1 o 2 o 3 o 4 o 5 4) o o o o o 5) o o o o 6) o o o o o 7) o o o o How long you have been carrying out your financial investment through Bajaj capital? No more Less than 1yrs 1yrs - 5yrs 5yrs 10yrs More than 10yrs How you came to know about Bajaj Capital? Advertisement Family Friends Other ______________ How do you feel dealing with Bajaj Capital? good No experience Excellent Not Bad Poor What is the difference you feel through Bajaj Capital than their service provider? Quality of service Broad variety of products Post-sales service Other __________

8) Which of the Bajaj Capital product are you aware of?

o o o o o o 9) o o o o o o

Mutual funds Fixed Deposit General Insurance Life insurance Just Trade Other ______________ Which of the Bajaj Capital product have you purchased before? (for existing client) Mutual funds Fixed Deposit General Insurance Life insurance Just Trade Other ______________

10) Of the following, in which range you have invested through Bajaj Capital? (for existing client) o < 20,000 o 20,000- 1,00,000 o 1,00,000- 5,00,000 o > 5,00,000 11) Of the following, in which range you would like to invest through Bajaj Capital? (for new client) o < 20,000 o 20,000- 1,00,000 o 1,00,000- 5,00,000 o > 5,00,000 12) How memorable would you rate the logo of Bajaj Capital? o 1- it is not memorable (or) distinct o 2 o 3 o 4 o 5- it is very memorable 13) How memorable would you rate the advertisement (or) tag line of Bajaj Capital? o 1- it is not memorable (or) distinct o 2 o 3 o 4

o 5- it is very memorable 14) Overall how will you rate the product of Bajaj Capital? o 1- very low o 2 o 3 o 4 o 5- very high 15) Overall how will you rate the service of Bajaj Capital? o 1- very low o 2 o 3 o 4 o 5- very high 16) Do you have interest to deal with Bajaj Capital on a long term? o Yes o No, Because ___________ 17) Will you refer Bajaj Capital to your Family & Friends? o Yes o No, Because ________________ 18) Have your Family or Friends have thanked you for referring Bajaj Capital? o Yes o No, Because ____________

19) What is your expectation through Bajaj Capital? --------------------------------------------------20) Based on 1to 5 scale how will you rate your satisfaction level? o Highly satisfaction o Satisfaction o Average o Not satisfaction