PROJECT REPORT

on
A STUDY ON BRAND AWARENESS WITH SPECIAL
REFERENCE TO SNA OUSHADHASALA PVT. LTD. THRISSUR

Submitted to
School of distance education
University of Calicut

Submitted in partial fulfillment of the requirements for the award of

degree of

BACHELOR OF COMMERCE

Submitted by

JISHNUDAS T.M

REG.NO : EKARBCM200

ENROLL NO: 1547167

 UNIVERSITY OF CALICUT

SCHOOL OF DISTANCE EDUCATION

2015 – 2018

DECLARATION

I JISHNUDAS T.M student of B.Com, course school of Distance

Education Calicut University do here by declare that the project report titled
“A STUDY ON BRAND AWARENESS WITH SPECIAL
REFERENCE TO SNA OUSHADHASALA” Submitted in partial
fulfillment of the requirements for the award of degree of Bachelor of
Commerce programme. This is my original work and not submitted
for the award of any other degree, diploma or fellowship under
similar title to any other University.
Place : Thrissur

Date : JISHNUDAS T.M

 ACKNOWLEDGEMENT

First of all, I am thankful to God almighty for all this blessing throughout
my life with a light and that helped me to do this project in a better manner.

I wish to express since gratitude to secretary of “SREE NARAYANA

AYURVEDHA (SNA) OUSHADHASALA PVT. LTD.” for giving me an
opportunity and facilities for preparation of the project report.

I would like to express my deep sense of gratitude to all my teacher and

friends of our college for their encouragement and guidelines that enabled me to
complete this project effectively.

Finally I take this opportunity to express my gratitude towards my family

members who have always supported me a lot in the successful completion of
this study.

JISHNUDAS T.M
 LIST OF CONTENTS

CHAPER TITLE PAGE NO.

1 INTRODUCTION

1.1 Introduction
1.2 Scope of the study
1.3 Objectives of the study
1.4 Significance of the study
1.5 Research methodology
1.6 limitations of the study

2 Review of Literature

3 Industry profile

3.1 Introduction to Ayurvedha

3.2 History of Ayurvedha

3.3 Ayurvedic Industries in Kerala

3.4 Introduction to SNA Oushadhasala

3.5 History of SNA Oushadhasala

3.6 Objectives of SNA Oushadhasala

3.7 Services of SNA Oushadhasala

3.8 Strength, Weakness and threats of SNA

3.9 Profile

3.10 Authority flow of SNA

4 Data Analysis and Interpretation

5 Findings, Suggestions and Conclusion

 5.1 Findings

5.2 Suggestions

5.3 Conclusion

APPENDIX OR ANNEXURE

BIBLIOGRAPHY

LIST OF TABLES

Sl. No. Description Page No.

4.1 Distribution of respondent based on gender

4.2 Type of treatment of respondent

4.3 Level of opinions about brand name of SNA

4.4 Different ways of awareness about SNA products

4.5 Mode of Purchase of products

4.6 Level of recalling of SNA products among customers

4.7 Brand preference of SNA

LIST OF DIAGRAMS

Sl. No. Description Page No.

4.1 Distribution of respondent based on gender

4.2 Type of treatment of respondent

4.3 Level of opinions about brand name of SNA

4.4 Different ways of awareness about SNA products

4.5 Mode of Purchase of products

4.6 Level of recalling of SNA products among customers

4.7 Brand preference of SNA

 CHAPTER-1

INTRODUCTION
1.1 INTRODUCTION

A brand name is a name given by the marketer to a product or range of

products especially a trademark. A word brand that identify not only a product but
also its manufacturer or producer when we name a child we invite a large number of
people and announce the name of the new born to relatives and friends. This serves
two purposes, one it gives an identity to the child. The other is to get on the spot
suggestions for alternative name from the invites. Similarly brad name gives an
individuality and identity to products. So, branding means naming a product its
identification and distinction. A product will gain its image and consumer loyalty
through its brand. Brand aims to create a lasting impression in the minds of customer.

Brand awareness makes the consumers to recognize the existence and

availability of a company’s product or service. The key components that form a
brand’s tool box include a brand’s identity, brand communication (such as logos,
trade mark), brand awareness, brand loyalty and various branding (brand
management) strategies. Creating brand awareness is one of the key steps in
promoting a product. It is the main indicator of the brand’s competitive market
performance. So it is an asset which brand managers create and enhance to build
brand equity.

Branding is a set of marketing and communication methods that helps to

distinguish a company or products from its competitors. According to Aaker, “Brand
awareness is process from where the brand is just known to a level when the
consumer have put the brand on a higher rank, the brand has become the “top of
mind”. Every firm has to adopt strategies to keep its brand in consumer’s memory.

1
Simply branding means it is the practice of giving a specified name or mark to a
product or group of products of one seller.

Brand awareness is the extent to which the consumer associates the

brand with the product he desires to buy. It is the brand recall and brand recognition
of the company to the consumers. Brand recall is the ability to the consumer to
recollect the brand with reference to the product where as brand recognition is the
potential of the consumer to retrieve the past knowledge of the brand when acquire
about the brand or shown an image of brand logo. Brand awareness is an essential
part of brand development which helps the brand to stand out from the others in this
monopolistically competitive market. For example, in this soft drink industry, very
little separates a generic soda, in terms of taste.

1.2 SCOPE OF THE STUDY

The study aims to analyze the brand awareness of consumers of

products SNA oushadhasala. At present they are facing tough competition from their
competitors like Oushadhi, Kottakkal, Nagarjuna, K.P.Namboodiris, Sitaram etc. And
in future this competition may become more tight; so SNA should take proper care in
fully satisfying its existing consumers in order to retain them. This mainly focused
towards people of Thrissur district who belong to different age group and reside in
different localities, in order to find out their preference given to particular brand. This
study also helps to firm in the way of promoting their brand name among customers.

1.3 OBJETIVES OF THE STUDY

 To access the brand awareness of consumers about SNA products

 To know the consumer attitude and demand towards SNA products
 To find the effectiveness of advertisement in developing the brand SNA
 To analyze level of satisfaction of consumers
 To collect feedback from consumers regarding the product.

2
 1.4 SIGNIFICANCE OF THE STUDY

 To evaluate the facilities are provided by the organization for the potential
consumers.
 To know the qualities of brand and its uses.
 To compare a brand awareness of their competitive products.

1.5 RESEARCH METHODOLOGY

Research methodology is a way to systematically save the research

problem. It may understand scientifically.

RESEARCH DESIGN

The research design is a comprehensive master plan at the research study to

be undertaken.

DESCRIPTIVE RESEARCH DESIGN

In this study descriptive research design is applied. It is concerned with a

detail description of certain functional variables and characteristics of a problem
situation.

SOURCE OF INFORMATION

PRIMARY DATA

This study used primary data collected through Questionnaire, Direct

interview and observation.

SECONDARY DATA

The secondary data was collected from various books, journals and
websites
3
 SAMPLE UNIT

S.N.A Oushadhasala PVT.LTD. Kizhakkumpattukara, Thrissur

SAMPLE FRAME

All employees in S.N.A Oushadhasala PVT.LTD. Thrissur

SAMPLE SIZE

Random sampling was applied to select the sample units. The sample size
was confined to 100. This is constructed by consumers from Trichur area as preferred
by SNA Oushadhasala.

PERIOD OF STUDY

This study carried out for a period of 21 days in the month of February, 2018

RESEARCH INSTRUMENT

A structural and distinguished questionnaire was used to collect the data

with the help of Likert scale.

DATA ANALYSIS

For the purpose of data analysis tables and diagrams are used. First the
corrected data is arranged in the form of the table and create the diagrams or charts.

1.6 LIMITATIONS OF THE STUDY

 The time duration is limited to 3 weeks only and this period is insufficient
to collect more details of study.
 The study was limited to Trichur city.

4
 Personal bias and prejudice of the respondent could have affected the result
of the study. Some respondents were unwilling to give any response.
 This study is an academic effort and so is limited by the cost and coverage.
 For primary data, It is very difficult to get appointment with managers
because of their busy schedule.
 Lack of education among respondents.
 Some Respondents were unwilling to give any response.

5
 CHAPTER-2

REVIEW OF LITERATURE
 REVIEW OF LITERATURE

Today the primary capital of many businesses is their brands. For decades
the value of a company was measured in terms of its real estate, then tangible assets,
plant and equipment.

However it has recently been recognized that company’s real value lies
outside business itself, in the minds of potential buyers or consumers. Brand
awareness is the extent to which the consumer associates the brand with the product
he desires to buy.

Kapferer, 1986: “A brand is both tangible and intangible practical and symbolic,
visible and invisible under conditions that are economically viable for the company”.

Farquhar,1989 told that, “Building a strong brand within consumers’ minds means
creating a positive brand evaluation, an accessible brand attitude, actually referring to
what the others term as awareness”

Ahenaum, 1993: “Distinguish a brand from its unbranded commodity counterpart

and gives it equity which is the sum total of consumer perceptions and feeling about
the products attributes and how they perform, about the brand name and what it
stands for and about the company associated with the brand”.

According to Manohar David of Philips (Director and senior vice president, Philips
India Ltd.1996), a challenge loving, risk taking brand manager who retired after 31
year marketing career with Philips, and reasonable for its brand success has to say;
“In 1970’s products were made from the manufacturing rather than the customer
point of view. But with the focus shifted to the consumer, marketing has assumed a
much larger role”.

Kotler, 2000: “The name associated with one or more items in the product line,
which is used to identify the source of character of the item(s)”.

5
Aaker and Joachimsthaler, 2000: As the brand was only part of the product, the
communication strategy worked towards exposing the brand and creating a brand
image. Within the traditional branding model, the goal was to build a brand image”.

Chaudhuri and Holbrook, 2001, found that “Brand awareness and brand image to
be ascendant to brand satisfaction and brand trust. That is, both brand satisfaction and
brand trust require brand knowledge; unless a consumer has a representation of the
brand in memory including awareness and a positive image he or she cannot be
satisfied by the brand or trust the brand”.

Chen, 2001: said that “A different thought on brand awareness that it was a necessary
asset but not sufficient for building strong brand equity. In this view, a brand could be
well known because it had bad quality”.

Dolak, 2013 said that,”Brand awareness consists of brand recognition is related

consumer’s ability to retrieve the brand when given the product category or, some
other type of probe or cue”.

Keller, 2003: Whenever a marketer creates a new name, logo or symbol for a new
product. He or she has created a brand. He recognizes, however that brands today are
much more than that.

Nanda Gopal and chinnaiyan, 2003 added that “The level of awareness among the
rural consumers about the brand of soft drinks was high which was indicated by the
mode of purchase of the soft drinks by “Brand name”. The major source of brand
awareness was word of mouth followed by an advertisements, family members,
relatives and friends”.

Roberts, 2004, Fournier, 1998, muniz and schau 2005: More importantly, an
intimate rapport may be developed between the consumer and their brands

Elliot and Elliot, 2007: A strong brand also affects a company’s financial bottom
line directly in case of a merge or acquisition because buyers are usually required to
6
pay an extra cost over the fair value of the firm. This result on a positive (ie,
intangible asset) which will be booked on the balance sheet.

Pennington and Ball, 2007 told that, “The process in which a customer, define, label
and seek to purchase a subset of an otherwise undifferentiated or unbranded product”.

The American Marketing Association defines the term “Brand” As “a name, term,
symbol or design or a combination of them, which is intended to signify the goods or
services of one seller or group of sellers and to differentiate them from those of
competitors.

7
 CHAPTER-3

INDUSTRY PROFILE
INDUSTRY PROFILE

3.1 INTRODUCTION TO AYURVEDA

Ayurvedha is a complete or holistic system that integrates the mind, body and
spirit. “Hitahitam sukham dukham aayus tasya hitahitam maanam cha tat cha
yatroktam aayurvedha sa uchyate”-Charaka. It means that Ayurvedha is a science,
which describes the beneficial (hita) and non-beneficial (ahita) aspects of life, the
happiness and pain in life, their quality and quantity. The word Ayurvedha is
derived from the Sanskrit word ‘ayuh’ means life and ‘veda’ means knowledge.
Hence Ayurvedha is called the ‘Science of life’. Hindu Vedas consider Ayurvedha
as a gift of God to mankind which was communicated to the saints and sages of
India through deep meditation.

3.2 HISTORY OF AYURVEDHA

The true history of Ayurvedha starts from the time of Holy books, the Vedas.
Ancient mythology contends that the concept and essence of Ayurvedha was
revealed by the creator of the world himself –Lord Brahma. There are four main
Vedas such as Rigveda, Yajurveda, Samaveda, Atharvaveda. These Vedas are the
knowledge of universal consciousness, which comprises Anadi, Sanaathana,
Ananta. Veda Vyasa, one of the greatest sages of India is considered to have
written the Vedas for the first time. These Vedas have topics on health and the use
of various herbs to cure the diseases.

Around 1500 B.C. the use of Ayurvedha increased for treating various diseases
and it was divided into eight specific branches of medicine. In addition Atreya-
the school of physicians and dhanvantri-the school of surgeons originated. The
Chinese, Tibetans, Greeks, Romans, Egyptians,

8
Afghanistanis, and Persians came to India to learn Ayurvedhic principles of
healing and treatment. Ayurvedhic texts were translated in Arabic and these werw
used by physicians such as Avicenna and Razi Semption, to establish Islamic
medicine. Besides this, Ayurvedha became popular in Europe as well and it
formed the foundation of the European tradition in medicine (1600AD) has also
adopted from Ayurvedha.

In the past few centuries Ayurvedha went through a period of decline in India
specifically during the period of British rule. During this period it became the
second option for treatment used mostly by traditional spiritual practitioners and
the poor. After independence, Ayurvedha started to gain importance again and
several schools have been established since then. Ayurvedha is based on the
fundamental principle that to prevent and treat illness, maintaining a balance in the
body, mind, and consciousness through proper drinking, diet, and lifestyle, as well
as herbal remedies is essential. Even today Ayurvedhic medicine maintains its
holistic approach to health and treatment of diseases.

There are three main ayurvedhic texts-Charaka Samhita, Sushrut Samhita and
Ashtanga Hridaya Samhita. Sushrut Samhita, the most authentic compilation of
Sushruta’s teaching contains 184 chapters and description of 1120 illnesses, 700
medicinal plants, 64 preparations from mineral sources and 57 preparations based
on animal sources. Charaka Samhita, written by Charaka is arguably the principal
classis reference. It gives emphasis to the triune nature of each person: body care,
mental regulation, and spiritual/consciousness refinement. The third major
disquisition is called, Ashtanga Hridaya, which is a concise version of the work of
Charaka and Sushruta.

Since the mid 70’s the popularity of Ayurvedha has steadily increased in the
developed nations like USA and Europe. As the numbers of scholars continues to
grow throughout India and across the globe the popularity of Ayurvedha and

9
 respect for this ancient healing system once again shines like a beacon for the
benefit of generations to come. The production and marketing of ayurvedhic
herbal medicines has dramatically increased, as well as scientific documentation
of benefits. Today ayurvedhic medicines are available throughout the world.

EVOLUTION OF AYURVEDA

Ayurvedha as science, developed in Kerala, during the age of Sanskrit. There has
been difference of opinion regarding the emergence of Ayurvedha in Kerala. It
was on 5th,6th, or 7th century AD that Sanskrit began to make influence on the
culture of Kerala even before the Ayurvedhic grand has would have propagated
Kerala had a medical science of her own.

FEATURES OF AYURVEDHA

 Greatly related to nature.

 No side effects.
 Both prevention and cure of disease.
 Principle of Ayurvedha

AIMS OF AYURVEDHA
Marketing a natural way to refresh oneself by eliminating toxic substances from the
body and thus regaining resistance and good health is the aim of Ayurvedha.
According to the Ayurvedha the living body is composed of 5 basic elemental
substances, i.e. panchabhothika principle via thejus, vayu, prithvy, jalam,akasham.

10
One of the oldest systems of Ayurvedha has now become an indispensible branch of
medicine that depends upon diagnosis of vatha, pithe and kapha to achieve the right
balance at the body.
The gross structure of the body is constituted by kapha fraction of this set up in the
total body composition the entire physcio-chemical phenomenon including the bio-
medical and metabolic and endocrine function is attributed to pitha, vatha and is
responsible for the physical adversity or motion in the living body.

3.3 AYURVEDIC INDUSRIES IN KERALA

Kerala is known as the ‘cradle of Ayurvedha’. But the state has not yet been able to
realize the economic potential of Ayurvedha till now. But times are changing now.
Ayurvedha firms from Kerala have started spreading their branches across the world.
Here is a short take on the major Ayurvedhic firms in Kerala. The major ayurvedhic
industries in Kerala include:
 Kottakkal Aryavaidyasala
 Vaidyaratnam Oushadhasala
 Nagarjuna
 Dhanwantari vaidyasala
 Kerala Ayurvedha L.t.d
 SNA Oushadhasala
 Oushadhi
 Kandamkulathy vaidyasala
 Pankajakasthuri
 Sreedhareeyam

11
  Dhathri
 Sitaram Ayurvedha pharmacy
 Nupal

COMPANY PROFILE
3.4 INTRODUCTION

SNA Oushdhasala, Thrissur commenced its journey way back in 1920. This is
celebrating this year, its 92th year of devoted services to the society. It was
Ashtavaidya Thrissur Thaikkat Unni Mooss who established this institution at
Kizhakkumpattukara, at his own residence, in a simple way. Being an Ayurvedhic
medical practitioner he wanted to prepare some of the medicines himself, so that the
patients are benefited from it. In those days it was only a service without expecting
any returns. Thrissur Thaikattu Illom is one among the famous Ashtavaidhya
Families in Kerala, whose contribution to the Ayurvedha system of medicine is
unquestionable. There were 18 such families in Kerala, originally. At present only 7
families remain and only 5 of them are in the Ayurvedha field. Now this firm is
located at Moospet Road, East Fort, Thrissur.

3.5 HISTORY OF S.N.A OUSHADHASALA

12
 Ashtavaidhyans are believed to be the traditional ayurvedic physicians of Kerala
and are from Namboothiri community. They are masters of the 8 branches of
medicine from which the world Ashtavaidyan is originated. They wrote several books
incorporated their observations and clinical experience such as chikista manjari,
yogamithram, sindoora manjari and kairaly commentary on Ashtanga hridayam etc.

Pazhanellipurath Thaikat Mooss family is one of the most famous Ashtavaidya

Families and said to be the royal physicians of king zamoorin of ancient Malabar,
Kerala. They have migrated to the ancient Cochin province for expansion of service
to humanity, and well supported by the king of Cochin named Sakthan Thampuran.
They named after the place as Thrissur Thaikat Mooss and physicians of the family
reached their exalted name by healing. Thaikat Narayanan Mooss, father of Unni
Mooss was a scholar not only in Ayurvedha but other branches of medicines,
especially in siddhaaidya system. He had published a book entitled, sindoora manjari
on siddha vaidya system. When Unni Mooss initiated an oushadhasala of his own
in1920, it was made a memorial to his father naming it ”Sree Narayana Ayurvedha
oushadhasala(S.N.A)”.

SNA Oushdhasala combines the knowledge and experience of different

Ashtavaidya families from time to time, which include Kuttenchery Mooss,
Pulamantole Mooss, vayaskara Mooss and Alathiyur Nambi, in addition to the
traditional knowledge of Pazhanellipurath Thaikat Mooss. This has held S.N.A to
formulate about 75 special Ayurvedhic combinations of its own.

Together with the traditional quality checking, the modern quality control
techniques are also guaranteed at S.N.A. four hundred and odd medicines
manufactured, following all prescribed norms under the GMP regulations, are
distributed through agencies numbering more than five hundred within and outside
Kerala. These medicines are exported to countries such as USA, European Countries,
Russia, Gulf Countries etc. two manufacturing units, one at the HQ at
Kizhakkumpattukara and the other at Arimbur , function presently to cope up with
the demand.
13
 Several Programmes including academic seniors have been planned as part of one
year long 90th year celebrations of SNA Oushdhasala. As a special collaborative
project an E-seminar programme has been taken up with Equals International of
Australia. Students in Ayurvedha from Italy do visit SNA almost every year in order
to undergo training in panchakarma. SNA is marching forward with a mission of
achieving “Loka Samastha Sukhino Bhavanthu” means let everybody feel good.

3.6 OBJECTIVES OF S.N.A OUSHADHASALA

 To act as manufactures, exporters, importers, agents, dealers, for ayurvedhic

herbs, vegetables, raw drugs, medicines and oil.
 To provide excellent customer services and services and wide range of quality
products.
 To conduct research in Ayurvedha, unanusidha and other branches of medicines
and develop patented medical preparations and manufactures and market them.
 To carry on the business as manufacturing, distributors, agents, for all types of
herbal products, medicines and Pharmaceutical products.
 To establish, purchase ayurvedhic or take possession of factories manufacturing
ayurvedhic and allopathic medicines.
 To establish Ayurvedhic nursing homes, holiday resorts, cottages, educational
institutions are manage them.

VARIOUS DEPARTMENTS IN S.N.A

 Manufacturing department
 Finance department
 Human resource department
 Marketing department
 Sales department

SHARE CAPITAL

14
 The authorized share capital of the firm is 1000000 divided into 1000 each
subject to be increased from time to time in accordance with regulations of the firm
and legislative provision for the time being in force. The liability of the members is
limited.

3.7 SEVICES OF S.N.A OUSHADHASALA

 Supply of efficacious medicines with quality assurance of a GMP

certified firm.
 Provision of excellent customer care services with better treatment
experience
 Provision of homely atmosphere treatments.
 Help to set up Panchakarma centers anywhere in the world by way of
guidance and help to procure staff, technical equipment etc., if needed.
 Bring out new drug formulations for society’s specific needs.
 Evaluation of children with autism spectrum disorders with ayurvedhic
formulations.
 Formulation of new ayurvedhic products for stubborn problems.

15
SOME PRODUCTS OF S.N.A OUSHADHASALA

 Asavas or Arishtas
 Medicated oils
 Kwadha
 Lehyams or Rasayanams
 Tablets

SOME PROPRIETARY MEICINES INCLUDE

a. Agastya Rasayanam
b. Ashwagandhaarishtam
c. Dashmoolaarishtam
d. Gulgulupanchapala choornam
e. Dadeemaadi Ghrutam
f. Kachooraadi Choornam
g. Dashamoolarasnaadi Kashayam
h. Tiktakam Kashayam

3.8 STRENGH OF S.N.A

 Wide range of quality products at a reasonable price

 GMP (Goods Manufacturing Practice) certification of products.
 Continuous Government support
 A quality test is conducted for testing quality level of products.
 Dedicated workforce and powerful management support.
 Established brand image
 A toxicology study center for examining the side effects of products
 New products are launching after getting the drug license and passing
the clinical test by government.
 Excellent customer care services and strong export division.

16
17
 3.8 WEAKNESS OF S.N.A

 Lack of attractive packaging of products.

 No effort for new market access and branding.
 Irregular supply of raw materials.
 Low participation in external affairs like exhibitions, seminars.
 For some seasonal products, price is very high.
 Lack of awareness of products.
 Non-availability of products in convenient places

3.8 OPPURTUNITIES OF S.N.A

 Give more emphasis on organic cultivation of raw materials.

 Increasing the scope for innovation.
 Strengthening of quality control and drug testing laboratory
 Modernizing of existing unit to improve quality and to meet modern market
requirement and establishing more branches in Kerala.
 Promote medical plant cultivation and conservation.
 People have started to realize that an ayurvedhic medicine does not have much
of side effects.

3.8 THREATS OF S.N.A

 Strong competition from other competitors in terms of all aspects of products.

 Brand recognition of alternative medicinal systems such as Chinese, Latin and
South American.
 Advertisement strategies are far away from competitors and huge expenses are
incurred for machineries in highly advanced technology.
 High tariff for importing raw materials from abroad.
 Difficulty in opening of more retail outlets due to legal regulations.

18
3.9 PROFILE

 S.N.A. Oushadhasala Pvt.Ltd. managed by Ashtavaidhyan

THRISSUR THAIKKATTU MOOSS family whose traditional
expertise goes back to many centuries.
 S.N.A. started at early 1920’s.
 S.N.A. is GMP certified firm, this blend of traditional expertise and
modern technology assures efficiency and quality in all the
preparations.
 The products includes 400 classical and 50 patent items including
hair oil, rejuvenate tonic, massage oil, aphrodisiac products etc.
 The chief physician Ashtavaidhyan ALIYATHOOR NARAYANAN
NAMBI, A renowned scholar is wising Physician in Europe and US.
Hence the medicines are regularly used by the patients there.
 Ayurvedhic School in Italy & Estonia.
 Recognized treatment center is also under expansion to
accommodate more number of ailing patients. Treatment includes
that for Rheumatic, Back pain, Diabetics etc.
 Coming out of the Orthodox fold, S.N.A. has started expansion of its
marketing activities. The company has its 300 agencies & too many
branches in many cities in India & also clinics in abroad like UAE,

19
Malaysia, Saudi, Russia, Khasakisthan, Ireland, Singapore, Kenya,
Australia, & USA and products are exported to those places from
S.N.A.

20
3.10 AUTHORITY FLOW OF THE COMPANY

CHAIRMAN

COUNTRY HEAD

DEPARTMENT MANAGER

ASSISTANT DEPARTMENT MANAGER

ASSOCIATE MANAGERS

FLOOR EMPLOYEES

21
 CHAPTER-4

DATA ANALYSIS
DATA ANALYSIS AND INTERPRETATION

Table: 1 Distribution of respondent based on gender

Gender No. Of Respondent Percentage

Male 56 56%

Female 44 44%

Total 100 100

No of repondents

44%
male
female
56%

Interpretation:

Above table and chart shows that 56% of respondents are male and only
44% are female i.e. most of the respondents are male.

27
 Table: 2 Types of treatment of respondent

Treatments No. of respondent Percentage

Ayurvedha 30 30%

Allopathic 35 35%

Homeopathy 25 25%

Other 10 10%

Total 100 100

28
 80

70

60

50

40 Percentage
No of respondents
30

20

10

0
Ayuvedha Alloppathy Homeopathy others

Interpretation:

This is Exhibits that 30% of respondents are chooses Ayurvedha, 35%

respondents are allopathic & 25% respondent are follows homeopathy. But remaining
10% are selected other mode of treatments.

Table: 3 Level of opinions about brand name of S.N.A

Opinions No. of respondent Percentage

29
Highly satisfied 25 25%

Satisfied 45 45%

No opinion 20 20%

Dissatisfied 6 6%

Highly Dissatisfied 4 4%

Total 100 100

50

45

40

35

30 Highly satisfied

25 Satisfied
No opinion
20
Dissatisfied
15
Highly Dissatisfied
10

0
Highly Satisfied No opinion Dissatisfied Highly
satisfied Dissatisfied

Interpretation:

It is understood that 25% of respondents are highly satisfied with brand

S.N.A. In 45% respondents are normally satisfied & 20% of respondents have no
opinion about it. But 6% & 4% are dissatisfied & highly dissatisfied with brand name
respectively.

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Table: 4 Different ways of awareness about S.N.A products

Source No. of Respondent Percentage

Friends 22 22%

Doctors 14 14%

Word of Mouth 30 30%

Advertisement 19 19%

Other 15 15%

Total 100 100

35

30

25

20
Friends
15 Doctors
Word of Mouth
10
Advertisement
5 Other

Interpretation:

31
 This reveals that 22% respondents are aware about S.N.A products through
their friends, 14% are through by doctors, but 30% are aware through word of mouth
& 19% are knowing from advertisements, remaining 15% are aware through other
sources.

Table: 5 Mode of purchase of products

Modes No. of respondent Percentage

Branch 38 38%

Agency 20 20%

Dealers 24 24%

Other 18 18%

Total 100 100

32
 Branch

Branch
Agency
Dealers
Other

Interpretation:

This pie chart shows that most of respondents are purchase S.N.A products
trough branches, i.e. 38%, 20%, are through agents, 24% are through different dealers
& remaining 18% of respondents are through others.

Table: 6 Level of recalling of S.N.A products among customers

Levels No. of respondents Percentage

Very High 41 41%

High 30 30%

Medium 26 26%

33
Low 7 7%

Very low 6 6%

total 100 100

45

40

35

30

25

20

15

10

0
Very High High Medium Low Very low

Interpretation:

This charts reveals that different levels of recalling of S.N.A products among
customers. Out of 100, 41% & 30% of respondents are very high & high level of
recalling of products respectively. 26% are medium level of recalled. But 7% & 6%
are in low & very low level of recalling of S.N.A products respectively.

34
 Table: 7 Brand preference of S.N.A

Manufactures Number of Respondent Percentage

S.N.A 40 40%

Oushadhi 20 20%

Kottakkal 30 30%

Nagarjuna 8 8%

Others 2 2%

Total 100 100

45

40

35

30
S.N.A
25 Oushadhi
Kottakkal
20
Nagarjuna
15 Others

10

0
S.N.A Oushadhi Kottakkal Nagarjuna Others

Interpretation:

35
 In the above table and chart it is clear that 40% respondents are more
preferring brand S.N.A. 20% are prefer Oushadhi, 30% are prefer Kottakkal &
8% are prefer Nagarjuna, and only 2% are prefer other brand, i.e. most of them are
prefer S.N.A products.

CHAPTER-5

FINDINGS, SUGGETIONS & CONCLUSION

36
5.1 FINDINGS

 It is found that 30% of respondents are chooses Ayurvedha, 35%

respondents are Allopathic and 25% respondents are follows Homeopathy.
But remaining 10% are selected other mode of treatments.
 It is understood that 25% respondents are highly satisfied with brand name
of S.N.A. In 45% respondents are normally satisfied & 20% of respondents
have no opinion about brand name. But 6% & 4% are dissatisfied with
brand name respectively.
 It reveals that 22% respondents are aware about S.N.A products through
their friends, 14% are through by doctors, but 30% are aware through word
of mouth and 19% are knowing from advertisements, remaining are 15%
are aware through other sources.
 It shows that most of the respondents are purchase S.N.A products through
branches, i.e. 38%, 20%, are through different dealers and remaining 18%
of respondents are through others.

37
  While considering different levels of recalling of S.N.A products among
customers, out of 100, 41% & 30% of respondents are very high and high
level of recalling of products respectively. 26% are medium level of
recalled. But 7% and 6% are in low and very low level of recalling of S.N.A
products respectively.
 It indicates 56% of male respondents are choose S.N.A products and only
44% of female prefer S.N.A products. It indicates the usage of S.N.A
products is higher than female respondents compare with male respondents.
That means S.N.A products demand is high in male respondents.
 It reveals that, most of customers are selecting S.N.A products on the basis
of quality, quantity, package from other competitors. In the case of other
brands like Kottakkal, Nagarjuna, they are more concentrated on prices of
products rather than quality of products. So S.N.A also gives more
importance for customer satisfaction.

5.2 SUGGESTIONS

 S.N.A should provide more promotional techniques like coupons to the

public & establishing more branches in Kerala.
 S.N.A has different varieties of the products in the market. The people in
rural areas are not aware of the brand S.N.A. So S.N.A has to create product
awareness among rural people about various products which are available in
the market. And the firm should more concentrate on in the area of product
diversification, out of existing 400 varieties.
 S.N.A should conduct a market survey regarding the taste and preference of
customers and should make necessary changes accordingly & provide mpre
innovative products rather than current competitors.

38
  The firm should keep good communication between firm and customer as
well as employer and employee. And must focus on customer feedback,
which results in customer satisfaction and it lead to recommend product.
Service and product quality can be increased. In local market S.N.A has
share compared to competitors like oushadhi, vaidhyarathnam, etc. the
reason for that is in earlier period, S.N.A focused on exporting the products.
When they returned to the local market, there is cut-throat competition.
 The distribution system which the company following is the direct
marketing through dealers. If the company opens more retail outlets, it
helps the customers to get the products more easily as well as company can
increase their sales also. And they can retain the existing customers.

5.3 CONCLUSION

Customer is the king of market without crown. Without them a firm can neither
survive nor thrive. The main purpose of an organization is to satisfy consumers’
needs and wants. In fact brand is the basis of consumer relationship. It brings
consumers and firm more closely. Building brand awareness in the mind of our

39
consumers is a shortcut to computing their attention. But it is not an easy task.
Why because brand awareness has influence the buying behavior of a buyer.

S.N.A Oushadhasala, established in the year of 1920, is celebrating this

year, its 90th year of devoted service to the society. The brand name of S.N.A has
been deep routed in the minds of customers in Kerala from past number of years.

Most of the respondents under this study, i.e. more than 85% are aware about
S.N.A products in terms of quality, availability, etc. Only 15% are not aware
about brand name of S.N.A mainly due to lack of effective promotional
techniques, ineffective advertisement policies etc.

In that sense, the management should take necessary steps to create

awareness among consumers about different products. As more and more
competitors are entering into the market, S.N.A should tries to capturing new
customers as well as retaining existing customers.

Hence, at present S.N.A have a well equipped Ayurvedhic medicine

manufacturing unit, Ayurvedhic hospital, research division, export division etc.
with a well balanced bunch of experienced and young team leaders and workers in
every department. They are catering to the needs of the society with quality
medicines and services. Anyway, S.N.A is marching forward with a mission of
achieving “Loka Samastha Sokhino Bhavanthu”.

40
APPENDIX

41
QUESTIONNAIRE

1. Name:

2. Address:

3. Gender: Male Female

4. Age:

5. Occupation:

6. Monthly Income:

Below 5000

5000-8000

8000-15000

Above 15000

7. Type of treatment are you following

Ayurvedha
42
 Allopathic

Homeopathy

Other

8. From the following, your most preferring Ayurvedhic brand

S.N.A Nagarjuna

Oushadhi Kottakkal

9. Say about the way of familiarizing S.N.A products

Friends Doctors Word of mouth

Advertisement Others

10. Mode of purchase of products

Branch Agency

Dealer Other

11. Satisfaction level of S.N.A Products

Highly satisfied Satisfied Dissatisfied

No opinion Highly satisfied

12. Recalling level of products of S.N.A

43
 Very high High Medium

Low Very low

13. Compared with other brands, that are available would you say that
S.N.A products are,

Much better About the same

Somewhat worse Much worse

14. Opinion about main objective of them

Customer satisfaction Profit

Became a market leader Other

15. Say about the main message of our advertisements.

Product is high quality

Firm is trying to expose itself

Just trying to sell the products

More cheaper than the competitors

44
BIBLIOGRAPHY
BIBLIOGRAPHY

i. Kotler Philip, Marketing Management, Prentice Publishing Co.

New Delhi, 208-235

ii. Gopal Raja, Marketing Management, Vikas Publishing Co. Ltd.,

New Delhi.

iii. Kotler Philip & Amstrong Gary, Principles of Marketing, Prentice

Hall of India Private Ltd., New Delhi.

iv. Broachers of S.N.A Pvt. Ltd.

v. Winer .S. Russell, Marketing Management, Upper saddle river

Prentice Hall Ltd.105-115

Website

 http//www.thaikkattumoos.com
 http//www.ayurveda.com
 http//www.goindia.about.com
 http//www.medindia.net/ayurveda/index.asp
 http//www.kerala tourism.org/ayurveda/.pdf

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