Information Technology Reshaping Trading: Study On Customer Perception Towards Online Trading | Rhytheema Dulloo

The Information Technology revolution has reshaped the trading landscape. With the introduction of affordable high-speed computers and internet connections, customers today have better access to information about financial products and services than ever before allowing them to make smarter investment decisions. The aim of this study is to find customer perception towards online trading. This study will shed light on portfolios that investors are interested in, the awareness level for dematerialized/ online share trading, analyze the investment pattern of customers, analyze the features that the bank/broking agency appeals to the investors, and the reasons for engaging in online trading. It will also find the market potential and market penetration of dematerialized accounts and online trading. The findings of the study will help the broking firms to enhance their customer service as well as their brand image. They can utilize these findings to understand the actual needs of their customers and predict their behavior.