An empirical investigation into customer insights on ICICI securities' products & services: A case study of ICICI Bank, Ambala City

The present study focuses on the customer perception towards ICICI Securities’ products. ICICI Securities provides a platform for investment in capital markets through various financial instruments viz Equity, Derivatives, Currency Futures, Mutual Funds etc. The present study aims to zoom in on the awareness levels of various products offered by ICICI Securities Ambala City amongst its customers. An effort has been made to study the reasons for the ‘not-so-good’ perception of the bank's customers towards ICICI Securities’ products. The reasons like lack of knowledge, lack of interest in stock markets, alternate investment avenues are further analyzed viz a viz the benefits that capital markets provide in the long run. The study also highlights the importance of digital channels like mobile trading application for increasing the convenience amongst the customers. There is an urgent need for ICICI Bank to revise its brokerage plans, as despite its access to comprehensive research information, stock picks and mutual fund recommendations, customers find the high brokerage plans offered by ICICI Securities unjustifiable.