“A STUDY ON BRAND AWARENESS OF AYURVEDIC PRODUCTS AND SERVICES WITH SPECIAL REFERENCE TO SITARAM AYURVEDA PHARMACY PRIVATE LIMITED THRISSUR” Submitted to the university of Calicut in partial fulfilment of the requirement for the award of the degree of Master of Commerce BY RESHMA.M.RAJAN Reg. No. VCAKMCM005 UNDER THE GUIDANCE OF Dr.RAJANI.V ASSISSTANT PROFESSOR SREEVIVEKANANDA COLLEGE, KUNNAMKULAM PG Department of Commerce SREE VIVEKANANDA COLLEGE KIZHOOR,KUNNAMKULAM, THRISSUR MARCH 2012
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“A STUDY ON BRAND AWARENESS OF AYURVEDIC PRODUCTS AND SERVICES WITH SPECIAL
REFERENCE TO SITARAM AYURVEDA PHARMACYPRIVATE LIMITED THRISSUR”
Submitted to the university of Calicut
in partial fulfilment of the requirement
for the award of the degree of Master of Commerce
BY RESHMA.M.RAJAN
Reg. No. VCAKMCM005
UNDER THE GUIDANCE OF
Dr.RAJANI.VASSISSTANT PROFESSOR
SREEVIVEKANANDA COLLEGE, KUNNAMKULAM
PG Department of CommerceSREE VIVEKANANDA COLLEGE
KIZHOOR,KUNNAMKULAM, THRISSUR MARCH 2012
SREE VIVEKANANDA COLLEGE UNIVERSITY OF CALICUT
KUNNAMKULAM, THRISSUR 2011-2012
Dr. Rajani PG Departement of CommerceAssisstant professor SREE VIVEKANANDA COLLEGE kizhoor, Kunnamkulam
THRISSUR ,PIN 680523 PHONE:04885 222477
CERTIFICATE
This is to certify that the project work entitled ‘A STUDY ON BRAND AWARENESS WITH SPECIAL REFERENCE OF SITARAM AYURVEDA PHARMACY PRIVATE LIMITED THRISSUR’ by RESHMA.M.RAJAN has prepared this project report on and is done under my supervision for the partial fulfillment of the requirement .For the award of the degree of Master of Commerce of the University of Calicut, is a record of bonafide research work carried out by her, under my supervision and guidance. The thesis has not been submitted earlier, to any institution or University for the award of any degree, diploma, associateship, fellowship or other similar title.
DR.RAJANI.VASSISSTANT PROFESSOR
SREE VIVEKANANDA COLLEGE,KUNNAMKULAM
Place : Thrissur
Date :
DECLARATION
I,RESHMA.M.RAJAN hereby declare that the project report entitled “A STUDY ON BRAND AWARENESS OF PRODUCTS AND SERVICES WITH SPECIAL REFERENCE TO SITARAM AYURVEDA PHARMACY PRIVATE LIMITED THRISSUR” submitted in partial fulfilment of the requirement for the award of the Masters Degree in Commerce to the University of Calicut under the supervision and guidance of Dr.RAJANI.V, is a record of bonafide research work has not been previously formed the basis for the award of any degree, diploma, article ship, associateship, fellowship or any other similar title of recognition.
Place : RESHMA.M.RAJAN
Date :
:
ACKNOWLEDGEMENT
This project report for the partial fulfilment of the requirement for the award of degree of Master of Commerce has been made possible through the direct and indirect co-operation of various persons. It gives me immense pleasure to mention the names of those people who made my work possible. After all, the success is the epitome of not only hard work, surveillance, zeal, stead fast determination, but also encouraging guidance. So with immense gratitude, I acknowledge all those whose guidance and encouragement served as a beacon light and crowned my efforts with success. First of all, I sincerely express my deep gratitude to my respectedproject guide,Dr.RAJANI.V,AssisstantProfessor, Sree Vivekananda College, Thrissur. For giving me valuable suggestions, guidance, support and advice throughout the execution of the project. I am also greatful to V.AJITH KUMAR, Principal , Sree Vivekanada College,for his advice and encouragement in conducting the present study.It gives me pleasure to express my heartfelt gratitude to Mrs. Sujatha.M, Head of the Department, PG Department of Commerce, Kizhoor,Kunnamkulam, for her sincere co-operation and valuable contribution.
I would like to express my profound sense of gratitude to Ms. Sandya Sathish, Assisting Marketing Manager, SITARAM AYURVEDA PHARMACY LTD Thrissur, for giving me the support and directions throughout the study. I extend my sincere thanks to all the faculty members, non-teaching staff of Sree vivekanada college, for the support and the encouragement extended to me. I also express my deep gratitude towards my family and friends, without their co-operation and support: this project would not have been possible. Above all I thank the Almighty God whose blessings have been upon me to complete this study successfully.
Place: RESHMA.M.RAJANDate:
CONTENTS
LIST OF TABLESLIST OF FIGURES
CHAPTERS TITLE PAGE NUMBER
INTRODUCTION
CHAPTER II REVIEW OF LITERATURE
CHAPTER III INDUSTRY PROFILE
CHAPTER I V DATA ANALYSIS AND
INTERPRETATION
CHAPTER V
BIBLOGRAPHY
APPENDIX
List of Tables
SL NO. Title Page
No.
4.1 Age wise Classification
4.2 Area wise Classification
4.3 Marital Status
4.4 Educational Qualification wise Classification of
awareness, perceived quality, strong brand association and other such as
patents, trademark and relationships. Brand stems greater confidence in
the mind of consumer than that of its competitor’s product and service.
This confidence translates into consumer awareness, loyalty and their
willingness to pay a premium price for the brand. Brand awareness and
brand image to be ascendant to brand satisfaction and brand trust. Both
brand satisfaction and brand trust require brand knowledge, unless a
consumer has a representation of the brand in memory including
awareness and positive image that wants to satisfy by the brand or the
trust of the brand.
Brand awareness create a sense of recognize and recalling ability in the
mind of potential customer. This tends to increase the purchase intensity
thereby increase the brand profitability. Strengthening of the brand
awareness results in the high competitive position, make sense of
familiarity and recall the brand at a key time of purchasing process.
Purchasing power of the customer can measure the brand awareness
through brand recognition, brand recall, top-of-mind and dominant
brand. At the purchasing time or before it the consumer must possess
brand knowledge and brand opinion. At the same time association about
the brand such as feelings, thoughts, perception, image, experience,
beliefs and attitude must be equally possessed.
The consumers’ ability to confirm prior exposure to the brand and the
ability to retrieve the brand when given the brand name as a cue from
among the brand category, this reflects the consumer ability of
recognition and recall of the brand for which they are loyal for
psychological satisfaction of the customer play a tremendous role in
create a fully pledged brand in the mindset of customers, which helps in
creating brand profitability. In short , brand awareness is the utmost step
in creating brand equity which in turn reflects in the brand loyalty
towards particular product\ services.
As in present economy the need for Ayurveda treatment shows a tremendous growth rather than that of allopathic treatment. There arises a new scope for the Ayurveda industry to capture the major shares of the market and thereby adopting innovative and advanced strategies by the marketing department for increasing the brand awareness, brand equity and brand loyalty. The brand awareness has got a major role in the Ayurveda industry. As Ayurvedic treatment flows right from the ancient times its important in the economy. The customers usually prefer the
well known brands when they are in search of an Ayurveda medicine. To attain the inner urge of customers the company must conduct detailed study about the market condition prevailing in the economy.
Brand awareness is vitally important for all brands, branding provides differentiation in recognition and recalling the product and service. Repeat purchase of the customer ultimately leads to value reinforcement Inculcating relationship with customers is based on intentions of cultivating the long term customer loyalty. The purpose is to get the customer to become committed to a given service provider. As the ayurvedic treatment has brought a tremendous change or improvements in the tourism industry leads to economic growth there by capturing the market share. Cultivating base of customer awareness makes eminent sense on account of its implications on cost and revenue of the firm. Some brands develop customer awareness and commitment on the strength of their ability to deliver superior functional benefits.
The study helps to get an idea of where the brand is positioned at present and to evaluate the awareness level of Ayurvedic products\services offered by Sitaram.
ObjectivesThe present study entitled ‘A STUDY ON BRAND AWARENESS OF
AYURVEDIC PRODUCTS AND SERVICES WITH SPECIALREFERENCE TO
SITARAM AYURVEDA PHARMACYPRIVATE LIMITED THRISSUR’ is undertaken with the following specific objectives
• To evaluate the brand awareness of ayurvedic products and services with special reference to SITARAM AYURVEDA Pharmacy Private Limited Thrissur’
• To assess the role os SitaramM products\service __________ brand loyalty and related benefits.
Methodology
Period of study
The duration of the project work is 3 weeks.
Data Collection
Both primary and secondary data were collected and used for the study.
Primary data were collected from 50 customers of using products\
services of Sitaram limited. With the help of a questionnaire secondary
data were collected from books, journals, website, etc…
Sample Design
Sample of 50 customers using Ayurvedic products\services of Sitaram
limited were selected from urban, semi-urban and rural areas of Thrissur,
District by apply by judgment sampling method.
Tools used for analysis
Keeping in view of the objectives of the present study, collected data
were analysed with the help of percentage analysis and weighted average
or score.
Limitations of the study
The analysis of the present study manily depends upon the personal view of the customers ans as such an element of subjectivity cannot be reflect out, inspite of the earnest effort to overcome this limitations. Time and resource for conducting the study were also limilted.
Chapter Schemes
Project report is presented in five chapter-
Chapter I Introduction
Chapter II Review of literature
A. Review of Literature
B. Theoretical Framework of study
I. Concept of brand, importance and other related
concepts.
II. Ayurveda- History and Recent trends
a. Global Scenario
b. Indian Scenario
c. Kerala
Chapter III Industry Profile
Chapter IV Data Analysis and Interpretation
Chapter V Summary of Findings, Suggestion and Conclusion
CHAPTER-2
REVIEW OF LITERATURE
A. Review of Literature
A review of theoretical and empirical literature pertaing to the topic
of the study is an integral part of any research work. Hence, an
attempt has been made in this chapter to present a review of various
studies related to ‘Brand Awareness’.
Aaker1 in his study,’Brand Equity Investment really Worthwhile’
showed that recognition and recall is the inner urge that created in the
consumer mind while they are loyal for a higher level brand. Brand
enhance the Measurement of brand recall and recognition
Aaker2 in his study ,’Measuring Brand Equity across Product and
Markets, found about measuring brand equity comes across that,
strength of brand’s presence in the consumer’s mind about products and
services .As brand awareness is an asset that can be inordinately durable
and thus sustainable.
Blumenthal and Bergstrom3 ‘Brand Councils that Care: Towards the
Convergence of Branding and Corporate Social Responsibility ’in their
study ‘, mentioned that both branding and corporate social responsibility
have crucial role uponthe organisation have recognized how these
strategies can add or detract from their value.
Cavero and Cedollada4 in their study the ‘Brand Choice and Marketing
Strategy’ highlighted brand devotion signifies product fondness that user
won’t think of supplementary brand when they acquire a manufactured
goods.
Chieng Fayrene Y.L and Goi Chai Lee5 in their study named ‘‘Customer-
Based Brand Loyalty’ suggested that customer based brand equity which
based to the consumer response to a brand name. Recognition and recall
of successful brand provide competitive brand that are critical to the
success of company.
Hoffler and keller6, ’Building Brand equity through Corporate
Societal Marketing’ identified intensity and width as measures of
recognizing a thereby creating the brand awareness in the mindset of
consumers.
Kambiz Heidarzadeh Hanzaee and Hamid Saeedi7 conducted a study on.‘
A Model of Destination Branding’ for Isfahan city’ revealed that it aims
to develop and test a theoretical model of destination branding, which
integrates the concepts of the branding and destination image.
Kan8 signifies in his ’The Study of Relation between Product Value,
Brand Trust, Brand Affect and Brand Loyalty’ that the consumer must
have encouraging feelings as well as complete pleasure towards brand
and they will create purchase purpose and give supremacy brand loyalty
which further enhances brand profitability.
Keller9 in the study of ‘The Effects of Brand Name Suggestiveness on
advertising Recall’, brand awareness was an informational nodes linker
to the memory of the consumer that creates a meaning of brand.
Keller10 ‘Strategic Brand Management’ explained the consumer’s ability
to recall and recognize the brand under different conditions and to link
the brand name, logo, symbol, and so as forth to creation brand
association in memory.
Klooster11 revealed in his study ’Exploring Destination Brand
Communities’ described that intense global competition in the tourism
industry forces destinations to develop strong, unique, and competitive
destination brands. This has disproportionate effect on people’s
perceptions of the country as a whole, so branding is the best solution for
tourist destinations.
Kotler and Armstrong12.’ Principles of Marketing’, invested that
branding today is used to create emotional attachment to product and
companies.
Kotler and Keller13 in their study’ Marketing Management’, relater with
brand association contributed that brand association consists of all the
The purpose of life is four - fold to achieve Dharma (Virtue), Artha
(Wealth) Kama (Enjoyment) and Moksha (Salvation). In order to attain
success in this fourfold purpose of life, it is essential to maintain life not
only in a disease-free state but also a positivity health state of body, mind
and spirit.
The emphasis on the maintains of positive health or swathe virtue, is a
distinguishing features of Ayurveda. In order to maintain positive health,
Ayurveda prescribes specified routine “dinacharya”, and also a seasonal
regime “ritcharya” in “dinacharya” great important is given to diet which
is to be taken in a prompt way with regard to quality, quantity as well as
frequency, emphasis is given to physical exercise and personal hygiene.
The daily regime advocates not to suppress certain natural physical urges like maturation, defecation, hunger, thirst, sleep etc. on the other hand suppression of harmful psychic urges is advocated like greed, fear, anger, vanity, jealousy, malice and excessive attachment to anything. Equal important is given to mental health; flair ethic a regime of sad putt (ethical life) is prescribed. Strict mental discipline and adherence to moral values is considered a pre requisite for mental health.
“That is named the science of life where in is laid down the good and bad life, the happy life and what is wholesome and what is unwholesome in relation to life”.
a. Global Scenario
Even though the modern medicine had played and critically important role in providing relief from pain and disease it had not been able to provide a complete cure from many diseases. Further there are side effects from many medicines. In account of the above facts, individuals across the world are turning towards traditional medicines.
According to W.H.O. the global market of traditional therapies stands at U.S.S. 60 Billion and is growing steadily. Global market for medicinal herbs and herbal products is estimated to tough USS5 Trillion by 2050. This is great opportunity for Ayurveda. Export of Ayurveda and siddha products and services offer huge potential, considering that over 80 percent of the world population relies on the traditional system of medicines to meet their primary health care needs. Word demand for herbal products has been growing at the rate of 10% - 15% per annum. There is also a growing demand for natural products including items of medicinal value in the international market. The medicinal plants related trade in India alone is approximately Rs. 500 crore.
Global market for herbal products, which include medicines, health supplements, herbal beauty and toiletry products is estimated at around US$ 50 Billion. Out of this, the market for herbal medicines alone is estimated at around US$ 5 Billion and is expected to reach US$ 16 Billion by 2006.
The global herbal product market are mainly in Europe and North
America which together account for 63% of the world market. The
European for herbal remedies account for 45% of global market.
Germany and France are the most established marked with a share of
22% and 11% respectively. China is the major exporter of traditional
medicines to the world market. India needs to organize itself well to get
any significant share in this growing market segment. Against a total
global market of US$ 50 Billion India contributes only Rs. 500 crore.
The export of value added product is only Rs. 75 crores and mainly to
markets where people of Indian Origin resides. b .Indian Scenario
Ayurveda originated in the 10th century BC, but its current form took
shape between the 5th century BC and the 5th century AD. In Sanskrit,
Ayurveda means “science of life”. Ayurvedic philosophy is attached to
sacred texts, the Vedas, and based on the theory of Panchmahabhutas all
objects and living bodies are composed of the five basic elements: earth,
water, fire, air and sky. Similarly, there is a fundamental harmony
between the environment and individuals, which is perceived as a
macrocosm and micros relationship. As such, acting on one influences
the other. Ayurveda is not only a system of medicine, but also a way of
living. It is used to both prevent and cure diseases. Ayurvedic medicine
includes herbal medicines and medicinal baths. It is widely practiced in
South Asia, especially in Bangladesh, India, Nepal, Pakistan and Sri
Lanka.
Ayurvedic medicine is said to have originated from the ancient Hindu
sacred texts the Vedas, but these actually contain few medical references.
Modern scholars believe it evolved, gradually absorbing influences from
Buddhism and other traditions along the way.
The basis of Ayurveda is contained in two great medical compendiums
written by Charaka and Sushruta more than 2,000 years ago. These texts
cover a vast array of topics including pathology, diagnosis, treatment,
surgery, lifestyle advice and philosophy. Legend hasit that Charaka’s
compendium contains teachings passed down from the Hindu god Indra.
Copies of these texts, written in Sanskrit on palm leaves, survive today
and form the basis of Ayurvedic training.
Ayurvedic medicines are produced by several thousand companies in
India, but most of them are quite small, including numerous pharmacies
that compound intergradient’s to make their own remedies. It is
estimated that the total value of products from the entire Ayurvedic
production in India is one the order of one billion dollar (U.S). The
industry has been dominated by less than a dozen major companies for
decades, joined recently by a few others that have followed their lead, so
that there are today 30 companies doing a million dollars or more per
year in business to meet the growing demand for Ayurvedic medicine.
The products of these companies are included within the board category
of “fast moving consumer goods” (FMCG; which mainly involves foods,
beverages, toiletries, cigarettes etc.) Most of the larger Ayurvedic
medicine suppliers provide materials other than Ayurvedic internal
medicines, particularly in the areas of foods and toiletries (soap,
toothpaste, shampoo etc.) where there may be some overlap with
Ayurveda, such as having traditional herbal ingredients in the
composition of toiletries.
Ayurveda is an ancient Indian medical science, the origin of which can
be traced back to the Vedas, which are the oldest available classics of the
world. Vedas are the ancient books of knowledge, or science, from India.
They contain practical and scientific information on various subjects
beneficial to the humanity like health, philosophy, engineering, astrology
etc. Ayurveda is a holistic healing science which comprises of two
words, Ayu and Veda. Ayu means “life” and Veda means “knowledge”
or “science”. So the literal meaning of the word Ayurveda is the science
of life. Ayurveda is a science dealing not only with treatment of diseases
but is also a complete way of life.
The key suppliers in Ayurveda are Dabur, Baidyanath and Zandu, which
together have about 85% of India’s domestic market. These and a
handful of other companies are mentioned repeatedly by various writers
about the Ayurvedic business in India; a brief description is provided for
them, arranged here from oldest to newest:
Minerals and non-hormonal active ingredients used as a menopause
treatment alternative to HRT(_________). Soya is one of the main
ingredients in this product. The product also contains Ayurvedic herbs
that act like selective estrogen receptor modulators as well asparagus
root (shatavari), which reduces the frequency and intensity of hot
flashed.
Ayurveda is a time tested health care system developed over a period of
time (since 500 BC) in Indian sub-continent with continuous use by the
community. It is well organized, codified and amply documented and
almost parallel to allopathic system in terms of institutional and
healthcare network in India. Ayurveda though popular in all the states of
the country, but it is comparatively more prevalent and acceptable in
Pradesh, Jharkhand, Chhattisgarh, Uttar Pradesh, Uttaranchal and Orissa,
The distinguished feature of Ayurveda is its holistic nature. It
considers a human being in totality and takes into consideration his
relationship with the environment. The unmatched heritage of this
system is a treasure house of knowledge for both preventive and curative
health care. The positive features of Ayurveda inter alia include diversity
and flexibility of remedies; natural origin of healthcare & therapeutic
modalities, large scale accessibility & affordability; broad acceptance by
a section of the general public; a comparatively low cost; a low level of
technological input and growing economic value. The system provides
not only comprehensive treatment strategy for common as well as
chronic ailments, but also aims at enabling the body to fight the disease
effectively while promoting positive health. Due to such attributes, the
system has great potential to serve as a provider of holistic &
comprehensive healthcare that the larger sections of population in India
and foreign countries.
Of late the importance of Ayurveda has been realized owing to its natural
origin and negligible toxicity of medicines, which happens to be quite in
contrast to western medical system that makes use of chemical drugs. In
post independence India, there has been phenomenal growth of
Ayurveda and as a result, a huge infrastructure of healthcare is available
in public, private and voluntary sectors. However, in many parts of the
country Ayurveda in various forms is still the only kind of healthcare
available within the financial and physical reach of the people. Ayurveda
sector in India in spite of having a lot of diversity in many aspects still
enjoys significant public to government patronage.
c . Kerala The ideal geographic location of Kerala and its salubrious climate
has made external purification and rejuvenation therapies most
effective for treatment of many psychosomatic disorders. The high
humidity in Kerala helps to open up the body pores and the
medicinal oils used in massaging get easily absorbed into the body
there by increasing the effectiveness of the treatment
Kerala is famous for its enchantingly gorgeous natural scenes and interesting cultural heritage determining back to thousands of years. Ayurveda and yoga are from an intrinsic part of the cultural heritage of Kerala. Ayurveda has been exercised in all oats of India, involving Kerala ever since time unknown and even so, considered a secure alternative to convention modes of medicine.
Ayurveda goes with the approach of holistic remedies and benefits you to discover a delighted and enjoyable life free of sicknesses. The healing of Ayurveda is founded one of the belief that all the disease in a human body arises due to imbalance in the Tridoshas such as Vata, Kapha and Pitta. Ayurvedic treatments are provided on patients to carry the right balance in tridoshas. Ayurvedic treatments are provided on patients to carry the right balance in tridoshas Ayurvedic treatments offer rejuvenation and relaxation it designed a balance between body, mind
and soul. Some in demand and affective Ayurveda Treatments advised to the patients include body sliming therapy, Anti-Neuropathy treatments, Rejuvenation therapy, Migraine therapy, Body Immunization therapy, Skin and beauty therapy, Arthritis and Spondy litis therapy, Panchakarma therapy and Sinusitis.
Sirodhara, Pizhichil, Navarakizhi, Thalapothichil, Pachakizhi and Podikizhi are some of the Kerala special ayurvedic procedures.
Kerala is blessed with a very rich bounty of healing herbs, trees and shrubs that have been an endless source of Ayurvedic therapies. Kerala has advanced its own of Ayurveda Message therapies such as Elakizhi, Dhara, Lepanam, Kativasthi, Pizhichil, Abhayangam, Thalam, Ksheeradhoomam, Nasayam, Udvarthanam, Dhanyamla Sirovasthi, Njavarakizhi, Snehapanam and Urovasthi. Ayurveda remedies can be effectual in different types of complaints like skin diseases, arthritis, motor-neuron diseases, peptic ulcer, vascular diseases, respiratory diseases, stress, heart diseases and gynecological disorders. The revitalising Ayurvedic massages are an essential part of therapies that help in energizing your mind, body and soul. Time scale of Ayurveda treatments depends on the nature of medications you require and can diversify from one week to a month. Yoga and meditation also from an intrinsic part of the Ayurvedic therapies and are practiced under the supervision of yoga professionals.
The fundamentals of Ayurveda being practised and taught in Kerala
are not different from those of the rest of the country, in their
essence and philosophy. But in the present days, there indeed is a
notable difference in certain aspects of Kerala tradition of Ayurveda.
This difference pertains to the importance given to Vagbhata’s
Ashtangahridayam in preference to other classical texts by Kerala
traditional physicians, the uninterrupted history of practising the
classical panchakarma therapies in all their authentic fidelity, the
innovative development of the reputed Kerala preparatory therapies
and finally the wide variety of exclusive herbal based formulations
overshadowing the use of metal and mineral based drugs.
The development of Ayurveda in Kerala is particularly noted for its
origins in non-brahminical traditions even before the entry of
classical Ayurveda in the early centuries of the Christian era. These
two streams subsequently blended so well that it gave a unique
strength to the health care tradition of Kerala. Selected few brahmin
households, named generally as Ashtavaidyas, were bestowed with
the responsibility of maintaining the Ayurvedic tradition by
practising it as a health care service as well as by teaching its
principles in the unique gurukula tradition. The traditional
practitioners of Ayurveda considered Ashtangahridaya as a primary
text. Several commentaries were written by experts here. More
importantly, new texts were written in Kerala both in Malayalam and
Sanskrit. Sahasrayogam, Chikilsamanjari, Vaidyamanorama are just
a few examples. These and similar other Kerala texts still remain
sources of very useful information on formulation, medicinal plants
and therapies.
Another very important contribution by Kerala physicians is the
continued practice and enrichment of the panchakarma therapy.
Even when they became defunct in the rest of the country due to
socio-political reasons, Kerala retained this therapeutic wealth in all
its pristine essence. Texts were written here on its practical aspects.
More importantly, the famous Kerala special therapies were evolved
by the practitioners here. They are essentially preparatory in nature.
Dhara, mukkippizhichil, navarakkizhi, etc are typical examples. As
the practice of Ayurveda expanded in popular acceptance in the
recent past, these treatment modalities have also become more
prevalent.
There are several unique herbal formulations described in Kerala
texts. Many of them have now received national level acclaim and
they are included in the Ayurvedic Formulary of India. One
important aspect of Kerala formulations is that the stress is more on
herbal components rather than on metals or minerals. There is also
the history of Ayurvedic physicians developing some areas of
specialisations like pediatrics, ophthalmology, martial therapy, etc.
The Ayurvedic manufacturing sector in the state comprises nearly 760 units having GMP Certification (report by Ayurvedic medicine manufacturer’s Association). Ayurvedic medicines are produced by several thousand companies in India, but most of them are quite small. The total export earnings of the Ayurvedic medicines in 2001-2002 were Rs.750 crores and are expected to increase by Rs.5000 crores by 2006. Medical tourism is a thriving activity in the state with huge employment potential. Creation of an advanced multipurpose analytical testing and standardization laboratories caters to the needs of the Ayurvedic and pharmaceutical industry for meeting international specification.
Under the Ministry of Health & Family Welfare, there is a separate Department of Indian Systems of Medicine & Homeopathy since 1995, which was now been renamed as the Department of Ayurveda, Yoga, Unnani, Siddhaand Homoeopathy (AYUSH). The Department comprises of administrative staff headed by a Secretary and system wise technical officers headed by Advisors. The mandate of the department is to see for overall governance of regulation, development and growth of AYUSH systems in the country and abroad. The department has three subordinate officers and 15 autonomous bodies in the form of research councils, national institutes, pharmacopeia laboratories, a national level Ayurveda academy and a hospital.
The central Department of AYUSH administers the Acts related to
regulation of education, practice and drugs of Ayurveda, Sidha, Unani
and Homeopathy through concerned state departments.
There has been a constant policy support to traditional medicine in
India. However, in order to argument the development of traditional
systems of medicine in a systematic manner, the Government of India
put in place a seperate National Policy on Indian Systems of Medicine &
Homeopathy in the year 2002. The strategies outlined in this policy are
in line to that encompassed in the WHO strategy for Traditional
Medicine. The major objectives of the national policy for Ayurveda,
yoga, Naturopathy, Unani, Siddha and Homeopathy (AYUSH) are :
i) To promote holistic health and expand the outreach of healthcare to
people through preventive, promotive, mitigate and curative intervention
of AYUSH;
ii) To ensure affordable AYUSH services & drugs, which are which are
safe and Efficacious;
iii)To facilitate availability of quality raw drugs, which are authentic and
contain essential components as required under pharmacopoeia standards
to help improve quality of drugs, for domestic consumption and export;
iv)To integrate AYUSH in healthcare delivery system and national
health programmers and ensures use of the vast infrastructure of
hospitals, dispensaries and physicians;
V)To provide full opportunity for the growth and development of
AYUSH systems and utilization of the potentiality, strength and revival
of their glory.
Apart from Allopathic system, Ayurveda is one of the following
systems recognized by the Government:
i) Ayurveda
ii)Siddha
iii)Unani
iv)Yoga
v) Naturopathy
vi)Homoeopathy
InfrastructureA vast infrastructure of Ayurveda comprising teaching institutions,
registered medical practitioners, hospitals & dispensaries and drug
manufacturing units is available in the country as under:
(a) Registered practitioners : 4,30,890
(b) Total number of Colleges: 221
(c)Admission Capacity per annum for Degree course: 12,000 approx.
(d)Postgraduate colleges: 60
(e)Admission Capacity of Postgraduate courses: 1,000 approx.
(f)Ayurveda Universities: 2
(g)Licensed Drug Manufacturing Units : 7,778
(h)Hospitals: 2,500 approx.
(i)Beds in hospitals: 45,000 approx.
(j) Dispensaries : 14000 approx
National Institutes set up by the Central GovernmentFollowing National Institutes of Ayurveda are established with the
objective to develop them state-of-the-art centers of education,
healthcare and research, which in turn could be models to be followed -
i) National Institute of Ayurveda, Jaipur.
ii) Institute of Postgraduate Training & Research in Ayurveda, at Gujarat
Ayurvedic University, Jamnagar
iii)National Academy of Ayurveda (Rashrtiya Ayurveda Vidyapeeth),
New Delhi.
iv) All India Institute of Ayurveda, New Delhi (in the offing)
Regulation of education & PracticeFor regulation of education and practice of Ayurveda, Siddha and
Unan systems, there is a central regulatory body of statutory nature
constituted under a Parliamentary Act called Central Council of Indian
Medicine (CCIM). The Council was established under the Indian
Medicine Central Council Act, 1970 with the responsibility - (i) to ally
down standards of education, syllabi & course curricula, minimum
requirements of hospitals, faculties, equipment, clinical exposure and
examination pattern; (ii) to ensure adherence to laid down standards of
education; (iii) to maintain a Central Register of practitioners; (iv) to
recommend to the Central Government to recognition and withdrawal of
medical qualifications awarded by universities; and (v) to lay down code
of conduct, ethics and etiquette of practitioners.
In November 2003, the Act was amended for checking mushroom
growth of substandard colleges and to ensure uniform enforcement of
legal provisions for maintenance of educational standards. Now, the
Central Government is vested with the powers of granting permission for
opening of new colleges, increase of admission capacity and starting of
new or higher courses of study.
Courses of Study
Different forms of education & training program ranging from short &
midterm to full-fledged bachelor, master and postdoctoral courses are
conducted as under at recognized teaching institutions.
1. Degree course 51/2 years (BAMS)
2. Post Graduate degree course 3 years (MD/MS)
3. Post Doctorate course (Ph.D.) Minimum 2 years
4. Short & midterm courses 2 months to 2 years
(Certificate and Diploma courses)
In India 60% of registered physicians are involved in non allopathic
systems of medicines. In addition to the nearly 4 lakh ayurvedic
parishioners, there are over 170000 homeopathic physicians; India has
about 5 lakh medical doctors (similar to the number in the US but
serving nearly 4 times as many people).Reliance on ayurvedic medicines
is heavy in certain regions in India, such as Kerala in the South West.
Many ayurvedic practioners in small villages are not registered.
The manufacture of ayurvedic medicines has been regulated by an Act
viz., Drugs and cosmetics Act 1940 in India. The Act has approved only
the formulations contained in 55 classical texts. The prominent classical
text being following for the preparation of medicines is given in the
following table.
The total value of production from the entire industry in India is
estimated to be US$ 1 Billion in a year. The industry has been dominated
by less than 10 companies for decades. Now they have been joined by
some new companies and because of these nearly 30 companies are
doing around US$ 1 million per year. The items included in the list are
broadly classified which include cosmetics and toiletries also.
The ayurvedic industry is now broadly classified as FMCG (fast
moving consumer goods) and TSM (Traditional System of Medicines.
The Kerala along with Sitaram ,Kottakkal Aryavaidyasala, Oushadi,
Aryavaidya Pharmacy etc. mainly dealing in TSM Products. Product sell
by using aggressive marketing techniques.
The total market for herbal products, ayurvedic medicines are also part
of it, is estimated to about US$ 62 Billion. Out of which India’s
contribution is merely 2%. The expectations that by the year 2010, the
world market for herbal products would be US$ 2500 billion. All efforts
are being taken at all levels to increase the export potential of herbal
products by India to Rs. 3000 crores by 2006 and Rs. 10000 crores by
2010 (the export of the year 2002 only Rs. 500 crores).
A gift from Sitaram to the Nation for the Millennium is its new
Manufacturing Facility Constructed to follow the GMP (Good
Manufacturing Practice) in the production of Ayurvedic Medicines as per
the Notification of Ministry of Health & Family Welfare, Govt. of India,
and New Delhi, dated 23rd June 2000. The factory has incorporated all
the guidelines stipulated by World Health Organisation (WHO) to
produce quality herbal medicines. As this facility can be compared with
any modern drug manufacturing unit in the western world. Sitaram
Ayurveda Pharmacy Ltd has now received the First GMP Certificate
Vide Order No. ML4 08534/2000/DC GMP No.1/2000/DC.KERALA.
Dated 12th July 2000.
Reference
o Aaker, (1991) .Brand Equity Investment really Worthwhile. Advertising
Age 65(30):18.
o Aaker,(1996).Measuring Brand Equity across Product and Markets.
California Management review, Vol. 38No. 3,pp. 102-20.
o Blumenthal, D. and Bergstrom A.J(2003). ‘Brand Councils that Care:
Towards the Convergence of Branding and Corporate Social
To establish Research and Development Centre, libraries and to
promote educational institutions for the development of Ayurvedic
science.
To create a good relation with customers
To deal and trade all raw materials used for the production
To manufacture and deal in all kinds of vetenary products
To ensure fair compensation to employees
To create complaint free product
To provide a good working condition
To give opportunity to the employees
SpecialitySitaram Ayurveda Pharmacy has state of the art distillation system for
manufacturing aasav and arishtas (medicated alcohols) and liquid medicines they have their own pharmacopeia to that they created the unique medicines which are greatly compactable to ayurvedic theme of medicines.
PROFILE
Name of the company : SITARAMAYURVEDA PHARMACY
LTD
Registered Office : Veliyannur, Trichur - 680 001, Kerala
Factory : III/475 A, Gandhi Nagar Road
Nedupuzha. P.O., Trichur, Kerala
Specialty Hospitals : Veliyannur Road, Trichur, Masjid Road
Ernakulum
State of Registration : KERALA
Type of Industry : Ayurveda Industry
Business : Manufacturing of Ayurveda medicines
Auditors : M/S Vasu & Sivaram
Chartered Accountants
Pazhanakkavu, Trichur
Bankers : South Indian Bank
State Bank of India
Small Industries Bank of India
Authorized CapitalUnless otherwise determine by the articles the authorized share capital
of the company is Rs. 6 laces, divided into 60,000 equity shares of Rs. 10
each with powrs to increase or decrease the same, in accordance with the
section 94 and 100 are other provisions of the companies act 1956.
Board of DirectorsBoard of directors controls the day to day affairs of the company.
Directors meeting conducted weekly. There are 7 directors. Among these
one will be the chairman and one becomes managing director.
Remaining will be other
Managing Directors : Dr. D. Ramanandan
Executive directors : Mr. Ramadurai
Adv:D.Meenakshi Sundaram
Chairman : Mr. T.K.G. Nayar
Other Directors : Dr. K.V Shanmughadas Dr. Vignesh Devaraj
Smt. Valli Ramanathan
ORGANISATIONAL CHART
Managing Director
General Manager
DEPARTMENTS
Sitaram Ayurveda Pharmacy Private Limited has the effort of a lot of
efficient departments behind its success in the Ayurveda field. The main
departments of SAPL are:
• PURCHASE DEPARTMENT
Production
Manger
QC
Manager
Purchase
Manager
Marketing
Manager
Finance
Manager
Export
Manager
Factory
Manager
Assistant
Manager
Chemist
Accounts
Staff
Supervisor
Supervisor
Workers
Technical
Assistant
Regional
Manager
Marketing
Coordinator
Workers
Sales
Staff
Office
Superintend
Clerical
Staff
• PRODUCTION DEPARTMENT
• QUALITY CONTROL DEPARTMENT
• FINANCE DEPARTMENT
• MARKETING DEPARTMENT
Purchase Department
Purchasing is the most important function of materials management. If
the size of a business concern permits there should be a separate
purchasing department and the responsibility of purchasing all type of
materials should be entrusted to the purchases department. Purchase
department plays an important role in the smooth functioning of
business. For efficient performance of this department the purchase
manager will ensure the following.
• Price paid for raw material is reasonable
• To purchase good quality raw material
• Purchase are made after inviting the tender
• Accept the quotation from supplier who supplies raw materials at
cheap rate
• Providing vendor supply
Production Department
Production means creation of utilities and it covers all the activities of
procurement, allusion and utilization of resources such as labor energy,
material equipments etc, for purchasing goods. Production management
is the process of effectively planning programming, coordinating and
controlling production operations of an enterprise which is responsible
for actual transformation of material to finished goods.
He is responsible for:-
Planning scheduling bulk production of the products
Procurement, preservation and issuing of raw materials.
Evaluation of raw material suppliers for inclusion in the
approved list
Ensure that only those products passed after quality control test
released for further test
Controlling non-confirming products including reprocess
requirement
Training for personals working under his control
Enforcing code of conduct and GMP for those working under
his control
Control of records relating to production & raw material
procurement.
Initiation of recruitment procedure for his staff
Enforcing discipline for safe working & work environment.
Quality control Department
Quality assurance department has the primary aim of customer
satisfaction. Hence its prime duty is to ensure that any customer
complaint (which is actually customer feedback) should be taken
seriously and it should be communicated to all concerned. Problem
solving tools are employed to ensure that the problem is solved and error
proofing methods are adopted to ensure that such problems don’t occur
again. Quality department checks whether the process is carried out in
concurrence with the laid down specifications and the basic standard
practice. The inferences are record and follow-up action is initiated
where ever any abnormality is found. He is responsible for:
To control all inspections and test activities
To ensure accuracy, fitness for use & legitimacy of the use of all
the test equipments.
To ensure availability of chemical and consumables required for
testing.
To ensure of test as per procedures established
To control and maintain all the test records & samples of
approved finished goods.
Quality policy
“Sitaram Ayurveda Pharmacy Ltd owes to create a strong and
everlasting hand with the consumers by providing superior and
highest possible quality products which will delight the consumers
by delivering greater value for the money spent by them. Through
preparation, communication, employee participation and continuous
improvement in its working system, Sitaram is aims to achieve zero
complaint situations relating to the quality and delivery of the
products to the market.”
Finance Department Finance is the life blood of business. Without proper utilization of
finance there will be total confusion and the company will be at loss. So
the finance department has to do the functions of the planning,
controlling and allocating funds in a very thoughtful way. The finance
department consists of finance manager, internal auditory and assistant
manager. The functions of accounting costing, auditing, pay and
allowances, payment arrangements of plant and machinery and raw
materials are dealt with accounts department. The finance manager deals
with all the payment of taxes like central sales tax, income tax, exercise
duty etc. All the activities related to Govt. And bank is done by accounts
department. Preparation of financial statements is the responsibility of
the top management as these statements are used by investor and
financial analyst to examine the firm’s performance in order to make an
investment decisions.
Two basic financial statements are prepared for the purpose of external
reporting to owners, investors and creditors, they are
Balance sheet
Profit and Loss Account He is responsible for:-
Maintaining accounts of all business transactions
Cash balancing
Projecting cash flow requirement
Remitting taxes & duties collected to concerned
authority
Maintaining register of assets.
Marketing Department
On SAPL includes lot of these types of employees to promote the
products. Advertising, sales promoters store come under the marketing
department. Marketing department of SAPL consist marketing manager,
deputy sales manager, branch manager, field operation etc. Marketing
function starts from the production and ends with sale. But in wider
sense, marketing begins and ends with the customers. Sitar am is the
market leader in the ayurvedic industry. Marketing department is headed
by marketing manager, Deputy sales manager; branch managers,
regional sales manager, area sales manager etc provide help to marketing
manager to perform his function in an effective way. Branch doctor and
other branch managers come under branch manager. Deputy sales
manager, regional sales manager, area sales manager, sales executives
and sales representatives come under marketing manager. A short term
demand forecast for a period of three months is prepared by the sales
manager on the basis of past sales and present economic conditions.
Medicines are produced according to this. There is a store in marketing
department. They are formed for the arrival of the finished goods from
production department on a daily basis and in turn arranges for the
execution of pending orders, store planning etc. Monthly marketing
requirement is forwarded to the store keeper. The company follows dual
pricing policy. Normally price revision for the public is done within two
to three years. Price charged to government is 30% lesser than the price
charged to the public. Price list for the government and public are
prepared as per the government regulations.
The store comes under marketing department. They are informed
about the arrival of the finished goods from production department on a
daily basis, and it turn arranges for the execution of pending orders, store
planning etc. The monthly requirement furnished by marketing
department is forwarded to the stores and the store keeper informs the
receipts of materials against the requirement of marketing department.
He is responsible for:-
Training motivating and supervision of sales representatives.
Field works in selective manner & intensive field work.
Combined field work with sales representative at least once in a
month.
Monitoring field work of sales representatives
Evaluating daily reports of his region.
Weekly reporting to MD through marketing service manager
Ensure regular cash flow
Assisting marketing service manager to prepare annual, quarterly
sales reports
Appointment of new agencies
Visit branches with a region
Providing feedback for introduction of new product in the market.
Reasearch and Development Department
New product design and development is more often than not a
crucial factor in the survival of a company. In an industry that is
changing fast, firms must continually revise their design and
range of products. This is necessary due to continuous technology
change and development as well as other competitors and the
changing preference of customers. Without an R&D program, the
firm must rely on strategic alliances, acquisitions, and networks
to tap into the innovations of others. This function is concerned
with new product developments as well as improvements to
existing products or product lines. In many industries, it also
involves product design as well. Improvements to existing
products are often ongoing as a result of market research or
customer feedback. R & D staff aim to work with designers to
develop a usable product that can be manufactured at a
reasonable cost, sold at a competitive price and is safe to use.
Sitaram Ayurveda Pharmacy Ltd is committed to provide quality
products to consumer. As a part of this strategy, Research and
Development Department has been entrusted with checking the
quality of samples from production. This facility has the latest
technology with experienced doctor at command. All kinds of
research and development take place in this department. Lab
assistants conduct research for the new products and consult with
their managers. The research is found successful when it goes
under testing. This department is headed by research and
development manager. He possesses certain scientific
qualifications. Research doctor and workers assist him.
Functions of the R&D department
The main functions are;
1. Researches for and development of new products
2. Product maintenance and enhancement
3. Quality and regulatory compliance
4. Analyzing market conditions
5. Ensuring that whether the proposed project will suit
company
6. Dealing with customers complaints
Export Manager
Export manager is responsible for:-
Dealing with foreign customers including seeking & accepting
export orders.
Arranging shipments against export orders.
Control of personal entrusted with responsibilities of preservation
of finished goods.
General administration
Liaison with statutory agencies including renewal of permits &
license
Monitor complaints of all statutory requirements & control such
records
House keeping & sanitation authority
Issue product information to overseas customers.
Send quotations to oversees customers & follow - up.
Dispatch Department
The department which deals with packing and sending of goods to
customers. All products produced by the company have to be
dispatched properly. Dispatch department manage this functions
effectively. Dispatch Department deals with the packing and
dispatching of the products as per the production orders received from
the concerned agencies. This department deals only with the finished
products. Dispatch officer and his subordinates are engaged in the
distribution of finished products to the distributors. Before dispatching,
he has to check many things like packing, labeling, safety etc. Since the
company has distributors in many countries, proper care should be
given regarding this.
Duties of dispatch department
· checking finished goods before sending to markets
· Ensuring packing of goods
· Preparing goods for transportation.
· Preparing reports regarding finished goods and submitting as and
when required.
Products\ Services
Sitaram is producing number of ayurvedic medicines. It range will go
up to more than 600. Sitaram medicines are known for their quality.
A. The Main Product Range
• Asavas/Arishtas: - Asavas and arishtas are integral part of Kashaya
kalpanas. They belong to Sandhana Kalpana. The medicines prepared in
shrutha kashayadravya is called arishtas and that prepared in bilied and
cooled, pure water is called asavas.The essence of the medicines is
dissolved into the self generated sura to make an effective medicine.
Tablet Allerkhand etc. are the medicines developed by our R & D wing
which are highly appreciated and hailed among the medical field and
experts.
The meteoric rise of SITARAM is attributed to the following:
Implementation of modern techniques in the production programmes,
introduction of stringent quality control measures, without deviating
from old sastric methods of production employment of technically
competent professionals, excellent organisational setup for efficient
management, devoted workforce, and support from the Physicians.
CHAPTER - 4
DATA ANLYSIS AND INTERPRETATION
DATA ANLYSIS AND INTERPRETATION
Brand awareness and effectiveness of Sitaram Ayurvedic product\
services are analysed and interpreted in this chapter. In the present study,
data are collected from 50 customers using products and services of
Sitaram limited with the help of questionnaire, specially developed for
this study. Out of this 50 respondents , 32 were male and 18 were female.
Following tables shown the classification of male and female customers
on the basis of age, area of residence, marital satus, qualification and
monthly income.
I.Socio-Economic Profile of Respondents
Age
The customers covered under the study were classified in to 6. The categories to
which they belong are below 20, 20-30, 30-40, 40-50, 50-60 and above 60. Table
4.1 present age wise classification. The analysis of table reveals that customer
belonging to the age group below 20 include only one male respondent. At the
same time 20-30 age group shows 11 customers, among them 64percent are male
and 36.36percent of female. Those whose belong to the age group of 30-40 are 9
customer, consist 66.67 percent of male and 33.33 percent of female. In the case of
40-80 age group, 70.59 percent male and 29.41percent female represent out of 17
customers. The age group 50-60 consist of 9 customers, out of this 44.44 percent
and 55.6 percent male and female respectively. The last age group is above 60,
covers only 3 customers, they represent 6.67percent male and 33.37percent
female. Thus, the majority of the customers covered in this study are in the age
group of 40-50.
Table 4.1
Age wise classification
Age Gender TotalMale Female
Below 20 1 (100)
- 1 (100)
20-30 7 (63.64
)
4 (36.36)
11 (100)
30-40 6 (66.67
)
3 (33.33)
9 (100)
40-50 12 (70.59
)
5 (29.41)
17 (100)
50-60 4 (44.40
)
5 (55.60)
9 (100)
Above 60 2 (66.67
)
1 (33.33)
3 (100)
Total 32 (64)
18 (36)
50 (100)
(Figure in brackets denote percentage to total)
source: Field Survey
Figure 4.1
1%10% 8%
16%
8%8%
47% Below 2020-3030-4040-5050-60Above60
Area of Residence
On the basis of area of residence, customers are grouped in to three
categorised via, urban, semi-urban and rural. Table 4.2 depicts locality
wise classification.
From the table it can be observed that there are 12 customers in the
group of rural area; of which 75 percent are male and 25 percent are
female. The next group in the locality wise classification is semi-urban,
among this group male and female represent 60.6 percent and 36.4percen
of total 33 customers. There are 5 numbers of customer in the last
group-urban area. Those who belong to this group contain 60 percent
male and female respondents. Thus the largest group is in semi-urban
area and smallest rural area. Urban area group stands in between them.
Table 4.2
Area wise classification of Respondents
Locality Gender TotalMale Female
Urban 9 (75)
3
(25)
12
(100)Semi-urban 20
(60.6)
13
(36.4)
33
(100)Rural 3
(60)
2
(40)
5
(100)Total 32
(64)
18
(36)
50
(100)
(Figure in brackets denote percentage to total)
source: Field Survey
Figure 4.2
24%
66%
10%
Localityurbansemi-urbanrural
Educational Qualification of respondents.
Education that acquires a person to make better choices with confidence is a
very important . Factors to be anakysed are of6 groups - High School, Plus
Two/PDC, Diploma Technical, Graduation, Post-Graduation and others. They
are described in table 4.3.
In table 4.3, it is revealed that 10 customers have high school qualification
out of which 70 percent are male and 30 percent are female. Second category
is Plus Two/PDC total number of customers in this group is 13, among these
male and female are 61.54 percent and 38.46percent respectively. There are 8
customers in the category of Diploma/Technical, those who belong to this
group contain 75percent male and 25 percent female. 11 customers belong to
the graduation group; it consist of 63.64 percent f male and 36.36 percent of
female respondents. At the same the category. Post-graduation group consist
of 5 respondents among them 60 percent are male and 40 percent are female.
Last category is others group; there is only 3 customers out of which male and
female are 33.33 percent and 66.67percent respectively. In this classification
Plus Two/ PDC customers are more and the smallest group is others.
Table- 4.3
Educational Qualification wise classification of Respondents
Educational Qualification
Gender Total
Male Female
High school 7
(70)
3
(30)
10
(100)
Plus Two\PDC 8
(61.54)
5
(38.46)
13
(100)
Diploma\Technical 6
(75)
2
(25)
13
(100)
Graduation 7
(63.64)
4
(36.36)
8
(100)
Post graduation 3
(60)
2
(40)
11
(100)
Others 1
(33.33)
2
(66.67)
3
(100)
Total 32
(64)
18
(36)
50
(100)
(Figure in brackets denote percentage to total)
source: Field Survey
Figure 4.3
20%
26%16%
22%
10% 6%
High schoolPlue two\ PDCDiploma TechnicalGraduationPost graduationOthers
Marital Status
As marital status of the customers too effects the buying behavior of the
customers a lot. Depending upon customers purchase intensity, the brand
loyalty of the product\ services increases.In the table 4.4, among 50
customers, 80percent were married and 20pecent were single.
Table 4.4
Marital Status
Status Gender Total
Male Female
Single 4
(40)
6
(60)
10
(100)
Married 28
(70)
12
(30)
40
(100)
Total 32
(100)
18
(100)
50
(100)
Figure 4.4
20%
80%
statusSingleMarried
OccupationOccupation is another variable which affect the purchasing behavior of people. In case of occupation wise classification, the categories to which
customers belong to are government employee, private employee
Business/Professionals, students and others. They are shown in table 4.5.Table
indicates that out of 50 sample, government employees represents 10, out of this
60 percent are male and 40 percent are female. In the case of private employees, male and female represents 55.6 percent and 44.4 percent respectively, of total
9 customers of this category. Third category is Business/Professionals category
contains 11 customers, in this case 90.9 percent are male and 9.1 percent are
female. 8 customers are coming under student group, out of this males are 75
percent and female are 25 percent . The rest of the 12 customers belong to
others category among them, 41.7 percent and 58.3 percent denote the male and
female respectively. In short others groups are more. Business/Professionals
comes nearest to them.
Table- 4.5
Occupation wise classification of respondents
Occupation Gender Total
Male Female
Govt. Employee 6
(60)
4
(40)
10
(100)
Private. Employee 5
(55.6)
4
(44.4)
9
(100)
Business/ Professionals
5
(41.7)
7
(58.3)
12
(100)
Students 6
(75)
2
(25)
8
(100)
Others 10
(90.9)
1
(9.10)
11
(100)
Total 32
(64)
18
(36)
50
(100)
(Figure in brackets denote percentage to total)
source: Field Survey
Figure 4.5
20%
18%
24%
16%
22%
Government EmployeePrivate EmployeeBusiness\ professionStudentOthers
Mostly the customers are dasamool cough syrup which is a natural
expectorant. It can be used by all age group. Among the listed 10 product the
least used product was Sitaram Thengin Pookula Lehyam.
Table 4.9
Types of Product\Services
Product\Services Score Rank
Dasamool cough syrup
9.23 I
Asavas/Arishtas 7.89 II
Ghuthams 6.05 III
Sitaram hair tonic 5.36 IV
Choornams 4.23 V
Anti-Obesity 4.08 VI
Asthra Plus 3.64 VII
Psora Herb oil 2.85 VIII
Ksheeraguluchi Aavasti
2.33 IX
Abhyanbam 2.09 X
Allerkhand Table 1.20 XI
Sitaram Tengin Pookula Lehyam
1.05 XII
source: Field Survey
Source of Inspiration
Source of inspirationis an important factor of which help the customers to
know the overall features and benefitsof branded ayurvedic products\services
of Sitaram, which in turn help them to select the products\services according to
their needs. The sources of inspiration includes Prescription by doctor,
Advertisement through media, Friends and relatives, Previous users and Own
experience.The table 4.10 revealed the source of inspiration to one customers in
using the brand.18 percent of customers got an inspiration from the doctor’s
prescription. 40 percent stated as they inspire by the advertisement through
various medias such as newspapers, maganisines, websites, etc…. 20 percent
of them responds as they got inspiration from friends and relatives. 14 percent
inspired by the opinion given by the previous uses and the rest 8 percent
represent as they got inspired from their own experience. Majority of them
have got ispiration from advertisement through media.
Table 4.10
Source of Inspiration
Source of inspiration Number of customers
Percentage
Prescription by doctor 9 18
Advertisement through media
20 40
Friends and relatives 10 20
Previous users 7 14
Own experience 4 8
Total 50 100
source: Field Survey
Periodicity of purchases
Number of purchase indicates the intensity of purchase\usage. Periodicity of
purchase is specified as daily, weekly, monthly and Not any particular pattern it is
varied in nature. From the table 4.12, among them 60 percent of customer opines
that they purchased it daily, 20 percent of the customers purchased it weekly. 8
percent of them stated they purchase if fortnightly. 10 percent remarks as they
monthly purchase it and 2 percent particulars pattern, it is varied in
nature.Majority of the customers daily used it.
Table 4.11
Periodicity of purchases
Periods Number of customers
Percentage
Daily 30 60
Weekly 10 20
Fortnightly 4 8
Monthly 5 10
Not any particular pattern it is varied in nature
1 2
Total 50 100
source: Field Survey
Periodicity of usageHere periodicity of usage indicates the length of time of using products\services increase in the number of hours of use indicate the increase and intensity in the use of product\services. From the Table 4.13 It can be seen
that majority ie.64 percent have been using it for more than 5 years and rest of
them use it as 4 percent customers used it less than 1 year, 12percent used it in
between 1-2 years and 20percent used it in between 2-5 years.
Table4.12Periodicity of usage
Period Number of customers Percentage
Less than 1 year 2 4
1-2 years 6 12
2-5 years 10 20
More than 5 years 32 64
Total 50 100
source: Field Survey
Factors influencing Sitaram Ayurvedic Products\ServicesMajor factors attracted to purchase product and services are Received value and
quality, Trust worthiness, Distinctiveness, Social Image, Brand loyalty and customer
satisfaction, Goodwill and reputation and Eliminates imitations. They are analysed in
Table 4.14. From the table it can be observed that customers were asked to express
their views about factors influencing them to purchase the branded products\
services. For this purpose they were asked to rank the given options I, II, III,
IV ,V,VI and VII. For analysis purpose weightage is assigned for each rank
namely 7 for 1, 6 for 2, 5 for 3, 4 for 4 ,3 for 5,2 for6 and 7 for 1respectively,
the average weighted score is calculated. Based on the average weighted score,
rank has given to each of the factors.
From the table it can be observed that received value and quality possess the
Ist rank (11.89). Followed by other factors such astrust worthiness (10.07),
distinctiveness (9.53), social image (5.50), brand loyalty and customer
satisfaction (5.14), good will and reputation (4.25) and eliminates limitation
(3.57) in the place of IInd, IIIrd, IVth, Vth and VIth rank respectively.