A STUDY ON CUSTOMERS PERCEPTION TOWARDS ONLINE TRADING IN RETAIL BROKERAGE ,CHENNAI

finance

The study entitles Customers Perception towards online trading in Retail Brokerage . The objective is to study the impact of the Customers perception towards online trading. To study the influence of stock and investment strategies in Retail Brokerage . To study the influence of demographic profile on investors perception on online trading. Primary data is collected from structured questionnaire with 100 respondents. Descriptive research design is used in this study. Primary data is collected from convince sampling technique. The collected data is been classified and tabulated and analyzed using tools such as percentage analysis, H -test (Kruskal-wallis) (Mann Whitney U test). From this study customer perception of Online Trading, its inferred that in gender level of investors, 60% belongs to male. Occupation of investors are been classified as private sector 70%,.Education qualification of customers is UG-70%. There is no significant difference between the Gender with respect to preference of attributes of share trading company. There is no significant difference among the Occupations, Educational qualification with respect to preference of attributes of share trading company. Customers invest in mutual funds as its risk is low and returns are more rather than bonds and shares. Online trading is been preferred by customers rather than Offline trading. Major reason for customers to invest in online trading is its conveyance and user friendly.

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