IIM Kozhikode

Marketing Research

Problem statement
The project does a feasibility study for the launch of Reliance Money�s integrated online trading account (www.reliancemoney.com).
Focus of Research
� People�s attitudes about online trading
� The study aims at identifying the key features that people look for in such a portal
� Analysis would also help discover what Reliance could do to assuage people�s apprehensions towards online trading.
� Reliance Money has several features that differentiate it from the other trading portals.
? Convenience � One single trading window for dealing in a wide range of instruments
? Cost Effective � Fee charged by Reliance is one of the lowest amongst online trading portals and at the same time allows trading in so many different instruments and indices
? Security � With its state of the art three tiered security system, Reliance Money at this point of time offers the most secure online transactions in India.
The study also aims to see whether these differentiating factors according to consumer perceptions are enough to ensure Reliance an edge in the market i.e. would seasoned traders shift over to Reliance from other portals and would consumers start trading online because of the services offered by Reliance Money.