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  • 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

  • SREE VIVEKANANDA COLLEGE

    UNIVERSITY OF CALICUT

    KUNNAMKULAM, THRISSUR

    2011-2012

    Dr. Rajani PG Departement of Commerce

    Assisstant 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.V

    ASSISSTANT 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.RAJAN

    Date:

  • CONTENTS

    LIST OF TABLES

    LIST 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

    Respondents

    4.5 Occupation wise Classification of Respondents

    4.6 Income wise Classification of Respondents

    4.7 Usage Pattern

    4.8 Reasons for choosing Product\Services

    4.9 Source of Inspiration

    4.10 Type of products\services

    4.11 Periodicity of purchases

    4.12 Periodicity of usage

    4.13 Factors influencing Sitaram Ayurvedic

    Products\Services

    4.14 Opinion regarding Sitaram products\Services

    4.15 Risk\Problem connected with availability of

  • LIST OF FIGURES

    Figure

    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 Respondents

    4.5 Occupation wise Classification of Respondents

    4.6 Income wise Classification of Respondents

    Products\Services

    4.16 Promotional measures

    4.17 Perception of Customers about Brand Awareness and

    its Effectiveness

  • CHAPTER-1

    INTRODUCTION

  • INTRODUCTION

    In todays rapidly changing business environment, organisations are

    concerned about competition, the quality of their products and services

    and operating more efficiency. All the products are competing each other

    to make a name of them. Each and every brand is thriving hard to create

    an excellent brand name and to get a position in the minds of the

    customer. Brand awareness is when people recognize your brand as

    yours. This is for what all the players in the market are competing for.

    Organisations marketing department seeks to attract the consumers or

    customers by differentiating and marketing their product or services.

    Especially in the current intense global competition and technological

    advancement era the marketing department now more and more using

    branding as one of their marketing and sales methods. The marketing

    department of the organisation must have enough awareness about all

    products and services branding concept and that they are only

    implementing branding process. A successful product and service brand

    needs to convey the expectation or promise that is distinctively

    associated with the product and service.

    As in this complex and dynamic markets, real branding and its effective

    implementation requires combination of marketing strategies, includes

    price, distribution, advertisement, sponsorship, price deals on building

    the consumer perception about the brand awareness.

    Brand image has a key role in the marketing of product and services.

    Image and purchase decision are positively correlated, in the sense that

    customer make decision before purchasing a product, there by achieving

    expected satisfaction. Marinating brand image create brand loyalty,

    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 competitors 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

    thro