A

PROJECT REPORT
ON
''A study on Consumer preference and Brand Loyalty towards
Ritika Securities”

SUBMITTED TO
Ritika Securities
IN THE PARTIAL FULFILLMENT OF TWO YEARS
FULL TIME MASTER DEGREE IN BACHELOR
ADMINISTRATION
2019 - 2021

ASM'S INSTITUTE OF BUSINESS MANAGEMENT AND RESEARCH

CHINCHWAD, PUNE-411019
SUBMITTED BY

GAURAV SONKESHARIYA
Under the guidance of
Prof. Sanjay Dharmadhikari Sir
 ACKNOWLEDGEMENT

I own my sincere thanks and gratitude to Mr. SMARJEET DAS who inspired me by his
able guidance and was a constant guiding light during the course of project study. The support
and knowledge provided by him has been a great value addition for me and will go a long way
in building a promising career. Last but not least, I am also thankful to all the respondents of my
survey without whom the project would not have been completed successfully.

(GAURAV SONKESHARIYA)
 DECLARATION

I, the undersigned, hereby declare that the Project Report entitled

“CONSUMER

PREFERENCE AND BRAND LOYALTY TOWARDS RITIKA SECURITIES” is written and submitted
by me to ASM’s IBMR, Pune in the partial fulfillment of the requirement for the award of degree of Master of
Business Administration under the guidance of Prof. SANJAY DHARMADHIKARI. This is my original
work and the conclusions drawn therein are based on the material collected by me.

Place: Pune Name of the student

Date: 01/08/2020 Gaurav Sonkeshariya

 INDEX

SNO. TITLE PAGE

1. Executive Summary

2. Objectives & Scope of the project

3. Company profile

4. Product Profile

5. Theoretical Background

6. Resarch Methodology

7. Data Analysis & Interpretation

8. Findings

9. Limitations of the project

10. Recommendations/Suggestions

11. Conclusion

12. Bibliography

13. Annexure

Executive Summary
India has emerged to be one of the fastest developing economies in the world. Many Indian companies
have expanded their business globally with mergers and acquisition. Thus indian equity markets today are
attracting investors from around the world to take advantage of india’s growth story. As the companies
grow their shareholders are benefited with good dividend and capital appreciation on investment in equity
shares of such companies. Number of companies listed in the stock exchange (BSE & NSE) has been
increasing every year with new IPO’s coming in the market.

In India people are realising that equity has potential to give the highest return as compared to other
investment avenues however people do not have proper knowledge in which stock to invest to get good
returns. They just invest on the basis of tips given by brokers of friends which are not always accurate.
The penetration of equity investment in the indian markets is just around 5 %, which means that the
indian investors are not able to take the maximum advantages of indian growth. Since the penetration of
investment in equity is quite low, it is very important for the brokers to keep their existing customers
satisfied in the course of acquiring clients.

Understanding the service gaps is very important in creating strategies for market growth. The report
looks into the detailed analysis of which factors are driving the customer satisfaction, the gaps between
the perception of the organisation and the clients and the recommendation to bridge the same.

OBJECTIVE OF THE STUDY

● To compare various parameters of customer satisfaction.

● To study the perception of the customers with reference to the share market.

● To analyse the level of satisfaction of customers transacting business through Ritika Securities.

● To offer suggestions for increasing the level of satisfaction of the customers.

● To study various services offered by Ritika Securities.

Our Vission

We will be the most trusted, most knowledgeable, most understanding and most concerned provider of
value added and customer centric financial services in our strategically chosen class and also mass
market.

Our Mission

We commit ourselves both in thought and action to raise ourselves in the eyes of our true boss - the
investors from being a mere transaction broker to a true family financial doctor and help them to
protect and improve their financial health. We further resolve not to sell daru (gambling) in the bottle
of dawa (investment) and will dare to tell them the difference between the two even if it results into
low revenue in the short term. We shall invest most of our time, energy and resources to reduce gaps at
each touch points with our existing investors, and shall see our growth in their growth. Let us believe
that quantity follows quality.

Company Profile
Ritika Securities established in the year 2010 it seems a new firm, but our experience of
Management and Analysts is of more than 8 years. We are a team of very young and enthusiastic
people, with ample experience and knowledge to withstand the volatility of Financial Markets.

We have partnered with LKP Securities as sub-broker. Ritika Securities focused on all segment
of market. Based in Mumbai, we serve customers across the country from various classes of
mass. It is said that the stock markets are for the Rich, but we say it is for one and all.

All data and reports at Ritika Securities are only information services for subscribers and are not
individualized recommendations to buy or sell securities, nor offers to buy or sell securities.
Investment in equity shares, futures, options and commodities has its own risks.

Available information provided under a specific client subscription with Ritika Securities are
purely a view point of a group of individuals and there is no guarantee on the returns. Hence all
the visitors are requested to apply their prudence and consult their financial advisor before acting
on any of the recommendations by this site or any of its modes. Neither Ritika Securities nor any
of its promoters, members, or employees holds any responsibility of losses incurred (if any) by
acting on the recommendations.

Limited is a Private incorporated on 15 February 1995. It is classified as Non- govt company and
is registered at Registrar of Companies, Delhi. Its authorized share capital is Rs. 100,000 and its
paid up capital is Rs. 200. It is inolved in Activities auxiliary to financial intermediation, except
insurance and pension funding. [This Group includes activities involved in or closely related to
financial intermediation other than insurance and pension funding but not themselves involving
financial inter-mediation].

Ritika Securities Private Limited's Annual General Meeting (AGM) was last held on N/A and as
per records from Ministry of Corporate Affairs (MCA), its balance sheet was last filed on N/A.

Many broking firms whole focus is on sales and generating commissions from clients. Normally,
they will recommend that their clients close positions as soon as they are profitable so they can
place new trades. These brokerage firms normally have a high turnover of brokers. This is the
reason behind birth of Ritika Securities.

We believe place should be professional, with an emphasis on analyzing the commodity markets
and returns for clients. If you consistently make money for clients, the commissions and referral
accounts will take care of themselves. Be part of Ritika to Experience the joy of investing while
adding value to your investments and knowledge to your brain.

Product Profile
Narnolia Securities Limited is a Public incorporated on 01 May 1997. It is classified as Non- govt
company and is registered at Registrar of Companies, Kolkata. Its authorized share capital is Rs.
190,000,000 and its paid up capital is Rs. 187,979,696. It is inolved in Activities auxiliary to financial
intermediation, except insurance and pension funding.[This Group includes activities involved in or
closely related to financial intermediation other than insurance and pension funding but not themselves
involving financial inter-mediation].

Narnolia Securities Limited's Annual General Meeting (AGM) was last held on 30 September 2019 and
as per records from Ministry of Corporate Affairs (MCA), its balance sheet was last filed on 31 March
2019.

Directors of Narnolia Securities Limited are Krishnanand Narnolia, Shailendra Kumar, Anand
Harikishan Garodia, Mahabir Prasad, Kamal Kumar Goenka, Sanjay Kumar Sinha, Rajendra Prasad
Ritolia, Vikram Vilas Wadekar,

At Narnolia, we focus on improving the health of your wealth. We have created one of the best data-
driven buy-side research team in the country, with capabilities spread across asset classes and
investment strategies. Not only do we focus on returns, we also focus on the quality of returns. Our
objective is to maximize returns per unit of risk for the investor. We use our extensive in-house data
framework & infrastructure built over the past decade for both domestic and international securities to
support our research process.

Over two decades of focused research on 1600+ stocks and 2000+ MF schemes has led to generation of
283% of absolute returns in last 5 years, with Assets under Custody & Management (AUCM) growing
41 times. We have been recognized as The ‘Most Consistent Portfolio Manager of the Country 2018’
by BSE Tefla.

Business Models
F Wealth Fund
Management
management

Business Model

Distribution Broking
FAQ

 How is Narnolia different from others?

With 100 years of combined research experience of the promoters of the group, both at local
and global levels, we are different not simply because we have been able to generate superior
return over the benchmarks and peers: instead, unlike other investment firms who focus
solely on returns, we focus on quality of return, measured in terms of risk adjusted return. We
have been pioneer in creating products and solutions which others wish to emulate, be it SDR
(portfolio analytics), process driven research, fusion analytics etc.

 How much return should I expect from my investments?

Return expectations of all those who invest beyond fixed deposits can broadly be classified in
four groups: All investment products of Narnolia have been developed keeping the above
long term returns in mind. But, what is critical here which most of the advisors normally hide
from you is that all these products have different risk – return dynamics over different time
frames. We discuss at length with you and then create the right investment basket for you
with the support of our world class wealth management, financial planning and risk analytics
tools.
 Theoretical background

 LKP Finance Limited is an India-based holding company, which is engaged in investment

activities and other financial services. The Company is a non-banking finance company

(NBFC). The Company is engaged in Interest and Dividend Income, and Profit on sale of

Shares and Securities. It offers various services, including equity broking in cash and

derivatives, Internet-based trading, demat services, research, debt and money market broking,

merchant banking (category 1), currency, merger and acquisition (M&A), commodity trading,

mutual fund distribution and life insurance distribution.

 With a legacy dating back to 1948, LKP Securities Limited is a ISO9002 certified and is a

pioneer in the financial services business & has carved a niche for itself as a one-stop solution

for all financial & investment providers. LKP Securities Limited has been a listed entity on

BSE since December 2016.

 We have a presence PAN India with

 Presence across 200+ cities in India

 1,50,000+ direct active clients

 3000+ Business Associates

 19 Branches including our Head Office in Nariman Point, Mumbai.

 9 Regional Offices

 Secured and sophisticated systems, operation processes and clear Risk management policies to

handle high volumes business.

 Research covers a wide spectrum from macroeconomics forecasts to penetrating analysis of

companies and sectors; the research is highly rated for its accuracy, clarity and comprehensive

coverage which include Fundamental Analysis, Technical Analysis & daily research reports.

LKP Securities is a well established and dynamic broking house in India. Known for its state-of-
the-art systems and innovative processes, LKP offers a single window advantage to its clients for
all capital and money market related requirements.

• Equity Broking in Cash and Derivatives

• Internet based trading

• Demat services

• Research

• Debt and Money Market Broking

• Merchant Banking

• Currency

• Loan Against Shares And Margin Funding

• Merger and Acquisition (M&A)

 Three Pillars of LKP
Research, Technology and Trust:

A solid focus on short term and long term research ensures that market participants are able to trade with

a clear and scientific view. Technology actually forms the touchstone for our internet trading, DMA and

risk

management and gives us a cutting edge. Above all, the trust reposed by customers defines us and that

continues to be our guiding force.

 RESEARCH METHODOLOGY

Research design Descriptive research

Research instrument Questionnaire

Questionnaire Open ended and close ended

Contact method Survey and Personal interview

Method of data collection Primary data and Secondary data

Sampling method Non-probability sampling

Sampling type Area sampling

Sampling unit Friends

Sampling size 50

Data Analysis and Interpretation

1. What are the Occupation/Income sources of the client.

 Agriculture
 Govt. Employee
 Private Employee
 Business/Profession
 Student
 Interpretation:

★ From the above chart we can say that 78% are of the students.

★ There is not a single farmer considered in the group.

★ 12% are government employees, 8% are private employees and 2% are business professionals.

2. What is the Age of the clients ?

❖ Below 20
❖ 20-25
❖ 26-35
❖ 36-45

❖ 45-55
Interpretation:

★ There are around 60% clients who come under the 20-25 age category.

★ These are the age clients who know much about the share market.

★ There are 12% under 45-55 age, 4% 36-45 age, 16% 25-35 age and 8% below 20 age group.

3. How many of the clients think of paying the brokerage charges ?

Students 5

Managers 10
 Business man 20

Interpretation:

 From the above chart we can understand the businessman was in huge range who invest in trading and legally

through brokerage charges.

 Managers sometimes tries to afford the brokerage when such things occurs while investing some huge amounts.
 4. How many clients do have the Demat account in Ritika securities?

★ Below 20 - 00
★ 20-25 - 05
★ 26-35 - 09
★ 36-45 - 01

★ 45-55 - 00

Interpretation:

● From above data we can say that there are 5 clients in between 20-25 who have Demat account.

● There are 9 clients who comes under the 26-35 age group and 01 client who have Demat account.
 6. From where all information received in your phone.

Gmail 16

Application 3

SMS 18

Other 13

20
18
16
14
12
10
8
6
4
2
0
Gmail Application SMS Other

Interpretation:

 Most of trading company prefer to send all information to customer by SMS and after
that on the Gmail. By above chart we can say that they also started send information into application and
other source also.

Applications 4 7. What was the source for Online Payment ?

Net Banking 10
Other websites 8
 Source of Payment

Other Websites

Net Banking

Applications

0 2 4 6 8 10 12

Interpretation:

Everything is available on application so most clients paid premium on application through mobile or PC,

Some of them paid by net banking and remaining paid through websites. By this we interpret that

Insurance companies receive payment by online transaction during this pandemic situation.

8. Which payment process comfortable for customer ?

 Online 40

Offline 10

Online
Offline

Interpretation:

We took feedback from the customer that which is comfortable to them for their payment

process then after analysing it conclude that 80% of people prefer online platform.
 Findings

● From the study it was found that the majority of the customers are highly students, who are surveyed...

● From the study it was found that many of the customers think that the share market will recover after the

lockdown.

● Most of the customers prefer the brokers while investing in the share market.

● Many customers open the account in Ritika securities but not invest.

● Many clients are fully aware about the Ritika securities and many of them are not aware about it.
 Limitations

SUGGESTIONS
 From the above analysis of the survey and personal observation of the customer towards the
awareness of the share and the share company Ritika securities. Lots of experience gained from
the survey. The observations and suggestions provided by the researcher will help the company
to survive in the market and also improvise their market potential in the competitive.

 The company should explain the benefits of intraday (buy and sell today) operations certain
customers invest in shares.

 Many of the customers are not aware of software. This usefulness should be explained to them
by giving demonstrations again and again which is necessary to them for buying and selling the
shares and for watching the market.

Conclusion
 On the basis of the study it is found that the Ritika Securities, Narnolia and LKP are the better
service providers than the other stockholders because of their timely research and personalized
advice on what stock to buy and sell.

 It provide the information’s through internet and mobile alerts that what IPO’s are coming in
the market and it also provides its research on the future prospects of the IPO.

 The company also organizes seminars and similar activities to enhance the knowledge of
prospective and existing customers, so that they feel more comfortable while investing in the
stock market.
 Bibliography

● http://propid.ischool.utoronto.ca/digitalwallet-overview. Retrieved 27/03/2015.

● Shodhganga.

● https://docs.google.com/forms/d/e/1FAIpQLSe6XyQJuUEGH057dXcFnC f8-

5IHbbzdG4bpkoM1uw3E6uguHw/formResponse.

● Narnolia official website.

● https://www.slideshare.net/SagarSutar3/customer-satisfactiontowards-sharekhan-for-investing-

in-shares-and-equity-market

● Ritika securities website.

● LKP securities website.

 Annexure

1. Your Name

Your answer_________________.

2. Email ID

Your answer________________.

3. Contact No

Your answer__________________.

4. Address (Location):-

Your answer________________.

5. Age

❏ Below 20

❏ 20-25

❏ 25-35
 ❏ 35-45

❏ 45 & Above

6. Gender

❏ Male

❏ Female

❏ Prefer not to say

7. Marital Status

❏ Married

❏ Unmarried

❏ Other

8. Highest Education/professional Qualification

Your answer__________________.

9. Occupation/Income sources

❏ Agriculture

❏ Govt. Employee
 ❏ Private Employee

❏ Business/Profession

10. Annual Income

❏ 0-3 Lacs per Annum

❏ 3-5 Lacs per Annum

❏ 5-8 Lacs per Annum

❏ 8-12 Lacs per Annum

❏ More than 12 Lacs per Annum

11. Annual Saving

❏ 0 - 25000

❏ 25000 - 100000

❏ 100000 - 300000

❏ More than 300000

12. No of dependent Family members

Your answer____________________.
13. Are you a Tax Payer?

❏ Yes

❏ No

❏ Other

14. Have You invested in Stock Market recently

❏ Regularly

❏ Never

❏ Long Back but Not Now

❏ Other

15. Do you Hold any Demat Account

❏ Yes

❏ No

❏ Other:

16. If you have existing investment in stock marrket, do you think it is performing well?

❏ Yes

❏ No

❏ Maybe
17. Do you feel that your existing portflio need a serious review due to this lockdown effect in
stock market in recent days?

❏ Yes

❏ No

❏ Maybe

18. Which following financial products you are aware of? *

❏ Fixed Deposits

❏ Recurring Deposits

❏ Providend Fund

❏ Mutual Funds

19. Where did you frequently invest?

❏ Fixed Deposits

❏ Recurring Deposits

20. Do you think Stock Market will recover after lockdown?

❏ Yes

❏ No
21. Do You think this is the right time to invest in equity as there is a higher potential upside
in the stock market?

❏ Yes

❏ No

❏ Maybe

22. In This Volatile Market do you think you need a Good Adviser over a cheap/free demat
Account?

❏ Good Adviser/broker with well established research base

❏ cheap/free demat service with poor research base.

❏ Other