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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM67062
Volume:
10 |
9 |
Sep 2026
Pages:
1-9
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Master of Business Administration
Vels Institute of Science, Technology & Advanced Studies
Master of Business Administration
Vels Institute of Science, Technology & Advanced Studies
The Indian financial market has experienced significant growth in retail investor participation, supported by digital technology, increased financial awareness, internet connectivity and the availability of online trading platforms. A Demat account has become an essential facility for investors to hold securities in electronic form, while a Trading account enables investors to buy and sell securities through a stock broker. In this competitive environment, stock broking companies need effective customer acquisition and conversion strategies to attract potential investors and convert them into active customers. This article examines customer acquisition strategies for Demat and Trading account opening at Choice Equity Broking Pvt. Ltd. The study focuses on customer acquisition methods, the conversion process, brokerage charges, account-opening procedures, tele-calling, digital marketing, customer service, mobile applications, FinTech adoption, customer education and follow-up. The project is descriptive in nature and is primarily based on secondary information from sources such as SEBI, NSE, BSE, company information, annual reports, financial journals and financial websites. The study indicates that no single acquisition method is sufficient. Effective customer acquisition requires a combination of competitive pricing, digital marketing, tele-calling, simple account opening, customer education, referrals, reliable technology, transparent communication and effective customer support. The article concludes that a customer-centric and data-driven approach can help Choice Equity Broking improve customer engagement, conversion and retention.
KEYWORDS
Customer acquisition is an important factor in the growth of stock broking companies. Increasing retail investor participation and digitalization have created significant opportunities for Demat and Trading account acquisition. At the same time, intense competition means that brokers must offer a combination of value, convenience, technology and service quality. The study of Choice Equity Broking Pvt. Ltd. shows that effective customer acquisition involves more than simply generating leads. The company needs to create awareness, communicate clearly, address customer concerns, provide transparent pricing, simplify account opening and maintain effective follow-up. Digital marketing, social media, mobile applications and FinTech can improve accessibility, while tele-calling and direct communication can provide personal support. Customer education can reduce uncertainty among first-time investors, and quality customer service can support satisfaction and retention. Overall, customer acquisition in the stock broking industry depends on a combination of price, service, technology, trust and marketing strategies. By strengthening digital presence, improving communication, simplifying account opening, providing transparent information and using data-driven acquisition methods, Choice Equity Broking Pvt. Ltd. can improve customer engagement and conversion while building long-term customer relationships.
1. Avadhani, V. A. – Investment Management, Himalaya Publishing House. 2. Bhalla, V. K. – Investment Management, S. Chand Publishing. 3. Khan, M. Y. & Jain, P. K. – Financial Management: Text, Problems and Cases, McGraw Hill. 4. Pandey, I. M. – Financial Management, Vikas Publishing House. 5. Prasanna Chandra – Financial Management: Theory and Practice, McGraw Hill. 6. R. P. Rustagi – Investment Analysis and Portfolio Management, Sultan Chand & Sons. 7. Indian Journal of Finance – Research relating to investment behaviour and financial markets. 8. Journal of Financial Services Marketing – Research relating to financial services and customer behaviour. 9. Securities and Exchange Board of India (SEBI) – Securities market and investor-related information. 10. National Stock Exchange of India (NSE) – Market and investor-related information. 11. Bombay Stock Exchange (BSE) – Market and securities information. 12. Choice Equity Broking Pvt. Ltd. – Company information, products, services and account-opening information. 13. Financial market publications and reputed financial websites referred to in the project.
Publication Date
9/2/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
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