This document is a project report submitted for a Master's degree in Business Administration. It examines the brand awareness of Kandamkulathy Vaidyasala, an Ayurvedic medicine company located in Kuzhur, Kerala, India. The report includes an introduction, literature review, research methodology, data analysis, findings, suggestions, and conclusion. It aims to understand consumer perceptions of Kandamkulathy Vaidyasala's brand image and identify ways to improve the organization's branding.

1. I
A PROJECT REPORT ON
“Study on the Brand Awareness with Reference to Kandamkulathy
Vaidyasala”, Kuzhur”
In partial fulfillment for the award of the degree
of
MASTER OF BUSINESS ADMINISTRATION
University of Calicut
Malappuram (District), PIN 673 635
Calicut University PO, Kerala, India
Submitted by
Vishnu Suresh
Reg. No : HGAOMBA045
Under the guidance of
Prof. Manilal P.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
Affiliated to University of Calicut & Approved by AICTE, New Delhi
Kuruvilassery P.O. Mala, Thirssur Dist,Kerala-680 735
2014-16

2. II
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
Affiliated to University of Calicut & Approved by AICTE, New Delhi
Kuruvilassery P.O. Mala, Thirssur Dist,Kerala-680 735
2014-16
CERTIFICATE
This is to certify that the project report titled “Study on the Brand Awareness with
Reference to Kandamkulathy Vaidyasala”, Kuzhur” submitted to the
UNIVERSITY OF CALICUT, in partial fulfillment of the award of the Degree of
Master Of Business Administration is a record of original work done by Mr Vishnu
Suresh (Reg. No. HGAOMBA045) during the period of his study in Holy Grace
Academy Of Management Studies, Mala, Thrissur.
Prof.Dr.R.Saravanan
Director
Place:
Date:

3. III
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
Affiliated to University of Calicut & Approved by AICTE, New Delhi
Kuruvilassery P.O. Mala, Thirssur Dist,Kerala-680 735
2014-16
CERTIFICATE FROM FACULTY GUIDE
This is to certify that Mr Vishnu Suresh (Reg. No. HGAOMBA045) student
of Holy Grace Academy Of Management Studies, Mala, Thrissur, has done the
project entitled “Study on the Brand Awareness with Reference to
Kandamkulathy Vaidyasala”, Kuzhur” under my guidance as a requirement for the
completion of MBA programme under Calicut University.
Prof. Manilal P.
Place:
Date:

4. IV
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
Affiliated to University of Calicut & Approved by AICTE, New Delhi
Kuruvilassery P.O. Mala, Thirssur Dist,Kerala-680 735
2014-16
DECLARATION
I hereby declare that the project work entitled “Study on the Brand Awareness with
Reference to Kandamkulathy Vaidyasala”, Kuzhur” submitted to the Calicut
University, is a record of an original work done by me under the guidance of
Prof.Manilal, Faculty of Holy Grace Academy of Management Studies, Mala,
Thrissur and this project work is submitted in the partial fulfilment of the
requirements for the award of the degree of Master of Business Administration
(MBA). The results embodied in this thesis have not been submitted to any other
University or Institute for the award of any degree or diploma.
Place : Vishnu Suresh
Reg No: HGAOMBA045
Date :

5. V
ACKNOWLEDGEMENT
First and foremost I thank GOD almighty for His boundless blessing which had
increased my confidence and eradicated my fears in understanding the Sales
Promotional Strategies provided.
I would like to express my profound gratitude to Mr. V. Vakkachan Thakkolkaran,
Chairman of Holy Grace Academy of Management Studies,Mala. I express my
sincere thanks to Prof. Dr. R. Saravanan, Director, for providing guidance and
facilities for completing this project successfully. I also thank Prof. Manilal P. for
being my Project Guide and also all other Faculty Teachers for the necessary
guidelines and assistance provided for me in completing this project.
During the period of my study on the brand awareness, I got help and assistance from
P.P.Vargeese, Chief Manager, Kandamkulathy Vaidyasala, Kuzhur and the staff and
other employees of the company. I convey my sincere thanks to all managers and
employees of the KandamkulathyVaidyasala, Kuzhur.
I extent my gratitude to my loving Family and Friends, who helped me a lot in
completing this project.
Vishnu Suresh
Reg. no. HGAOMBA045

6. VI
ABSTRACT
I preferred Kandamkulathy Vaidyasala, Kuzhur to acquaint myself with the
business environment for a period of 3 weeks (2nd Sept. 2015 - 22nd Sept. 2015) as a
part of the MBA program. The research is conducted to emerge consumer perceives
about Kandamkulathy Vaidyasala apparels that helps the organization to develop the
brand image of the customers. This study has been conducted in the state of Kerala
with population of two hundred samples respondents from Kuzhoor, Kerala.
The methodology consists of data collection through questionnaires,
observation and literature review. These data were then collected, classified, analyzed
and interpreted. Finally, with the help of analysis and interpretation, the study could
come to a conclusion whether the customers are satisfied with the current brand image
of the organization. It even could give me an opportunity to offer suggestions for
areas of improvements.

7. VII
LIST OF CONTENTS
Sl. No. TITLE Page No:
Chapter 1 Introduction 1-24
1.1 Introduction 1
1.2 Statement of the problem 1
1.3 Purpose of the study 2
1.4 Objectives of the study 2
1.5 Significance of the study 2
1.6 Scope and Limitations of the study 3
1.7 Industry profile 3
1.8 Organizational profile 7
Chapter 2 Review of literature 25-30
Chapter 3 ResearchMethodology 31-38
3.1 Introduction 31
3.2 Research Design 31
3.3 Population of the study 31
3.4 Sampling 32
3.5 Data collection 33
3.7 Statistical Treatment 33
3.8 Software used of analysis 33
Chapter 4 Data Analysis 34-50
4.1 Introduction 34
4.2 Tables and their interpretation 35
Chapter 5 Discussion 50-54
5.1 Summary of Findings 50
5.2 Suggestions 52
5.3 Conclusion 54
Appendix
Bibliography

8. VIII
LIST OF TABLES
Table no: Title Page no:
4.2.1
Classification of the respondents with respect to
demographic factors - Age. 35
4.2.2
Classification of the respondents with respect to
demographic factors - Age. 36
4.2.3
Most familiar brand among Ayurvedic products.
37
4.2.4
Number of Kandamkulathy customers among the
respondents taken for survey. 38
4.2.5
Sources how the respondents come to know about the brand
Kandamkulathy. 39
4.2.6
The last purchase made with the Kandamkulathy products.
40
4.2.7
The attributes that associate with Kandamkulathy products..
41
4.2.8
List of Kandamkulathy products used by the respondents.
42
4.2.9
How familiar is the LOGO of Kandamkulathy Vaidyasala
products. 43
4.2.10
How familiar is the TAGLINE of Kandamkulathy
Vaidyasala products.
44
4.2.11
Position of the brand Kandamkulathy in the minds of the
respondents.
45
4.2.12
Satisfaction level on the Quality of Kandamkulathy
products. 46
4.2.13
Satisfaction level on Kandamkulathy products from last
purchases. 47
4.2.14
How likely the respondents will buy the Kandamkulathy
products in the future. 48
4.2.15
Further recommendations about the Kandamkulathi product(s) to
friends, relatives& others 49

9. IX
LIST OF CHARTS
Chart no: Title Page no:
4.2.1
Classification of the respondents with respect to
demographic factors - Age. 35
4.2.2
Classification of the respondents with respect to
demographic factors - Age. 36
4.2.3
Most familiar brand among Ayurvedic products.
37
4.2.4
Number of Kandamkulathy customers among the
respondents taken for survey. 38
4.2.5
Sources how the respondents come to know about the brand
Kandamkulathy. 39
4.2.6
The last purchase made with the Kandamkulathy products.
40
4.2.7
The attributes that associate with Kandamkulathy products..
41
4.2.8
List of Kandamkulathy products used by the respondents.
42
4.2.9
How familiar is the LOGO of Kandamkulathy Vaidyasala
products. 43
4.2.10
How familiar is the TAGLINE of Kandamkulathy
Vaidyasala products.
44
4.2.11
Position of the brand Kandamkulathy in the minds of the
respondents.
45
4.2.12
Satisfaction level on the Quality of Kandamkulathy
products. 46
4.2.13
Satisfaction level on Kandamkulathy products from last
purchases. 47
4.2.14
How likely the respondents will buy the Kandamkulathy
products in the future. 48
4.2.15
Further recommendations about the Kandamkulathi product(s) to
friends, relatives& others 49