A Study on the Decision-Making Process of New Demat Account Users.

The study titled "A Study on the Decision-Making Process of New Demat Account Users" focuses on understanding the key factors influencing platform selection among first-time Demat account holders in India. The research was conducted during a two-month internship at Bajaj Broking Pvt. Ltd., where the primary goal was to analyze the decision-making criteria, brand perception, and onboarding experience within the competitive retail brokerage market. Primary data was collected through a structured questionnaire distributed to 80 respondents. Data analysis was performed using descriptive statistics and cross-tabulation techniques to identify key relationships between demographic factors and platform preferences. Data analysis was performed using PSPP software, primarily applying cross-tabulation techniques to identify key relationships between demographic factors The findings indicate that brokerage charges, trust & reputation, and digital experience are the most significant factors influencing platform choice. Zerodha and Groww emerged as the most preferred platforms due to their competitive pricing and user-friendly interfaces, while established brokers like Bajaj maintained trust among conservative investors. Younger investors showed higher sensitivity to mobile app experience and onboarding ease. The study concludes with recommendations for optimizing pricing strategies, enhancing digital platform features, strengthening educational content, and developing targeted marketing communication to improve customer acquisition and retention.I.