Marketing Project Sheet-2

Holy Grace Academy of Management Studies
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1.1 INTRODUCTION
Brand awareness is the extent to which a brand is recognized by potential
customers and is correctly associated with a particular product. Here the project “A
Study on the Brand Awareness with reference to Kandamkulathy Vaidyasala,
Kuzhoor".
Brand awareness is the consumers ability to recognize or recall (identify) the
brand within a given product category in sufficient detail to make a purchase decision.
This also means that the consumers can propose, recommended, choose, or use the
brand. The objectives of most advertising campaign are to create and maintain brand
preference. The first step is to make potential consumers aware of a brand's existence.
1.2 STATEMENT OF THE PROBLEM
In this competitive world brand is one of the important factors foe which the
customers give more importance. Today's customers are ready to buy products which
are well established in the market and they don't mind in paying more for the product.
The particular topic `brand image ` is chosen to study the deteriorate sales of
Kandamkulathy Vaidyasala, Kuzhoor and desperate good promotional input that
results in identifying customer attitude. The study helps to obtain suggestions for the
improvement of the products and also helps for finding out the satisfaction level of the
customers.

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1.3 PURPOSE OF THE STUDY
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.
1.4. OBJECTIVES OF THE STUDY
Primary Objective
 To assess the brand image of the organization among customers of Ayurvedic
products.
Secondary Objective
 To know the customers' attitude and opinion towards the company products.
 To study the current brand position among customers mind.
 To identify the constraints and suggest remedial measures.
1.5. SIGNIFICANCE OF THE STUDY
This study will help to understand the brand image and perception about the
organization and also to evaluate customer satisfaction and attitude in an effective
way. It also gives suggestions on the areas of improvement.

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1.6. SCOPE AND LIMITATIONS OF THE STUDY
1. This study is confined to Kuzhoor village, Thrissur.
2. This study aims at finding the customer opinion about the quality price
and other features of Kandamkulathy Vaidyasala products.
3. This study attempts to analyse the consumer behaviour in relation of
their preference awareness and attitude towards the products.
LIMITATIONS
 The results and findings are based on the opinion of respondents of certain
regions, and it cannot be generalized.
 The time available for conducting the study was limited
 This study is mainly based on primary data collected from the questionnaires.
1.7. INDUSTRY PROFILE
Ayurveda or Ayurvedic Medicine is an ancient system of health care that is
native to the Indian subcontinent. The word “Ayurveda” is a tatpurusha compound of
the word ayus meaning “life” or “life principle”, and the word veda, which refers to
a system of “knowledge of life”. According to Charaka, “life” itself is defined as the
“combination of the body, sense organs, mind and soul, the factor responsible for
preventing decay and death, which sustains the body over time, and guides the
processes of rebirth”. According to this perspective, Ayurveda is concerned with

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measures to protect “ayus”, which includes healthy living along with therapeutic
measures that relate to physical, mental, social and spiritual harmony. Ayurveda is
also one among the few traditional systems of medicine to contain a sophisticated
system of surgery (which is referred to as “salyachikitsa”). Ayurveda is a science
dealing not only with treatment of some diseases but is a complete way of life.
Ayurveda medicine originated in the early civilization of India some 3000 –
5000 years ago. It is mentioned in Vedas, the ancient religious and philosophical
texts that are the oldest surviving healing system. According to the texts, Ayurveda
was conceived by enlightened wise men as system of healing harmoniously and
maintaining the body. Medical historians believe that Ayurvedic ideas were
transported from ancient India to China and were instrumental in development of
Chinese medicines. Ayurvedic practitioners have identified a number of medicinal
preparations and surgical procedures for curing various ailments and diseases, not
completely curable in other system. Many of its methods such as herbs and massage
can be applied to other system too.
EIGHT BRANCHES OF AYURVEDA
 Internal medicine – KayachikitsaTantra
 Surgery – ShalyaTantra
 Ears, eyes, nose and throat – ShalakyaTantra
 Pediatrics- KaumarabhrityaTantra
 Toxicology – AgadaTantra
 Purification of the genetic organs – BajikaranaTantra
 Health and longevity – RasayanaTantra
 Spiritual Healing/Psychiatry – BhutaVidhya

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Ayurvedic Tastes
 Sweet - Madhura
 Sour - Amla
 Salty - Lavan
 Pungent - Katu
 Bitter - Tikta
 Astringent - Kasaya
AYURVEDIC MEDICINE INDUSTRY IN INDIA
Ayurvedic Medicines are produced by several thousand companies in India,
but most of them are quiet small including numerous neighbourhood pharmacies that
compound ingredients to make own remedies. It is estimated that the total value of
the product from the entire Ayurvedic production in India is on the order of the one
billion dollar (U.S.). in several systems where the allopathic system has drawbacks,
Ayurveda has an answer. The industry has dominated by less than a dozen major
companies for decades, joined recently by a few other that followed their lead, so that
there are today 30 companiesdoing a million dollar or more per year in business to
meet growing demands for Ayurvedic medicines.
The products of these medicines included with the broad category of “Fast
Moving Consumer Goods” (FMCG; which mainly involves food, beverages,
toiletries, cigarettes etc). Most of the larger Ayurvedic medicines suppliers provide
materials other than Ayurvedic internal medicines; particularly in the areas of foods
and toiletries (soap, toothpaste, shampoo etc) there may be some overlapping these

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with Ayurveda, such as having traditional herbal ingredients in the composition of
toiletries. The key suppliers of Ayurveda are Dabur, Vaidyanath and Zandu which
together have about 85% of India’s domestic market. These and a handful of their
companies are mentioned repeatedly by various writers about Ayurveda business in
India.
AYURVEDIC MEDICINE INDUSTRY IN KERALA
Kerala is the cradle of Ayurveda and the traditional system of medicine. The
Ayurvedic manufacturing sector in the state comprises merely 760 units having GMP
certification (report by Ayurvedic Medicine Manufactures Association). Ayurvedic
medicines are produced by several thousand companies in India, but most of them are
quite small. Medical tourism is a thriving activity in the state with huge employment
potential. Kerala had mastered the art of curing through Ayurveda (The traditional
Medical Science) many years ago. Kerala state Medicinal Plant Board has 500
hectares of land under cultivation of medicinal plant to promote cultivation of specific
herbs and medicinal plant to meet future demand. The Ayurvedic manufacturers in
Kerala with the state Government and central assistance areputting up a Rs. 625
crores company to set up a world standard QC lab, R &dD facility for the industrial
benefit with all the modern equipment for advanced drug standardization, Quality and
efficiency. This will also develop own protocols of quality certification equivalent for
the other global standards.
FUTURE SCOPE OF INDUSTRY
Ayurveda as a system of medicine has been in India for centuries but its
growth as an industry has commenced only a few years back; This was mainly on
account of lack of awareness and initiative by its practitioners, industry and even the

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Government. In view of Western and developed countries preference for the natural
and herbal for health and health care is increasing, Ayurvedic science, practice and
industry are great scope of development during 21st century. India with an
agricultural base and scientific expertise can deliver the goods the world needs.
We have knowledge and technology but yet it is not an easy task. Unless we
put sincere, genuine and hard work, benefit will not be forthcoming. There is a
danger that in the race to earn quick money, we may lose bring a bad name to
Ayurveda. There is therefore, a need to Transform Ayurveda into dynamic,
scientifically validated and evidence based which takes its roots from rich knowledge
base oral tradition and scriptures. The major hurdle in the wide acceptability of
Ayurveda and its productions the lack of proper standardization techniques and its
unpreparedness to accept global challenges.
1.8 COMPANY PROFILE
Kandamkulathy Vaidyasala is one of the most popular one in the Ayurvedic
industry. It upholds a rich Ayurvedic tradition in the manufactures of Ayurvedic
medicines treatment of patients and maintaining high quality standards. This tradition
is over 150 years old. Kandamkulathy is the bold initiative of late K.P. Pathrose
Vaidyan who was veteran Ayurvedica physician during his time. Today
Kandamkulathy has grown into a multidivisional entity with 32-patented products
and over300 product ranges. The secret behind efficiency of Kandamkulathy
Products lies in the ancient thaliyolas preserved at Kandamkulathy . Now
Kandamkulathy is a household name among Keralites and its products are

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available in every nook and corner of India. The products of Kandamkulathy
Vaidyasala exported to Germany, London and Middle East Countries.
With a view to protect some of the rarest Ayurvedic plants and herbs
Kandamkulathy is maintaining a herbal garden in a vast area at Kuzhur, Mala.
Kandamkulathy also has high standard Ayurvedic infirmaries both in India and
abroad. These infirmaries offer holistic treatments for the betterment of human life.
Now Kandamkulathy Vaidyasala has progressed significantly and get central excise
award for MOST GROWTHFUL COMPANY. Now Kandamkulathy has six
divisions :-
1. Kandamkulathy Ayurveda Hospital
Valiyaparambu, Mala.
2. Kandamkulathy Hospital Anex
Aluva, Ernakulam
3. Kandamkulathy Ayurveda Treatment Centre
Ernakulam, Munnar, Kumarakam, Kovalam,
Bombay, Muscat, Athirappilly
4. Kandamkulathy Vaidhyasala
Overseas division Corporate Office, Aluva

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5. Kandamkulathy “Plants That Head”
Herbal Division, Periyar Resort,
Thottumugum, Aluva.
6. Publication Division
Kandamkulathy Vaidyasala, Kuzhoor, Mala.
SOCIAL ACTIVITIES OF KANDAMKULATHY VAIDHYASALA
Kandamkulathy Vaidhyasala conducts free medical camps and helps people below
poverty line for building new houses. Kandamkulathy Vaidhyasala has built a herbal
plant collection centre at Kuzhur. The collect herbal plants from the forest and they
supply it to Kudumbasree units with buy back policy. Kandamkulathy Vaidhyasala
gives free treatment for people below poverty line in their hospital at Valiyaparambu,
Aluva, Ernakulam etc. and they also give discounts to poor people 98% workers in the
organization are from Kuzhur Grama Panchayath. They also help in conducting
festivals and school youth festivals etc. Kandamkulathy Vaidhyasala and Cochin
Devaswam Board jointly conduct a program “AmbalaMuttathoru Koovalathai”
ESTABLISHMENT
In 1989 Kandamkulathy Vaidhyasala was established. Kandamkulathy is the
bold initiative of the late K./P. Pathrose Vaidyan who was veteran Ayurvedic
Physician during his time. It has a distinct role to play in the development of
Ayurveda in the state.

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VISION
The statement may apply to an entire company or a single division of that
company. The company’s vision is to be known as one of the biggest Ayurvedic
manufacturing unit in Kerala by selling variety of Ayurvedic products to the
consumers of all age groups. They have also planned to export their products to UAE
and other GWF countries which have a very good market potential.
MISSION
Mission explains what the organization does, for whom and the benefit to be
achieved. Mission defines the fundamental purpose of an organization or enterprise,
basically describing why it exists. It is a short term objective. It is a first written and
it guides the action of the organization. The company’s mission is to poster the health
of customer by manufacturing and supplying quality Ayurvedic product’s with the
state of the current technology.
OBJECTIVES OF THE COMPANY
 Improving product quality through technological and methodological
upgradation.
 Ensuring systematic communication of consumer feedback towards improving
process control.
 Maintaining good degree of quality awareness among the employee through
periodic training program.
 Ensuring safe working condition and fulfilling the eminent norm as stipulated
by statutory agencies.

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QUALITY POLICY
We are committed to improve continually and to produce and supply
Ayurvedic medicines that comply our customer perception and delight.
CAPITAL AND MARKET SHARE OF THE COMPANY
The total capital of the company is 2.18 crores. Company got 3-4% market
share in Ayurvedic medicine manufacturing in Kerala.
AWARDS AND CERTIFICATES
1.Central Excise Award (SammanPathra)
2. ISO 9001 – 2000
3. GMP (Good Manufacturing Products) Certificate
NEW PROJECTS
1. Baby Products
2. Medicine for Thyroid
COMPETITORS
The main competitors of Kandamkulathy Vaidhyasala are
 Vaidyaratnam Oushadasala
 Kottakkal Arya Vaidyasala
 Sitharam Pharmacy
 Dabur
 Ayu: Care

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ORGANIZATIONAL STRUCTURE
Figure 1.8.(a)
Managing Director
General Manager
Chief Manager
Finance
Dept
Production
Dept
Marketing
Dept
H R
Dept
R & D
Dept
Finance
Manager
Production
Manager
Marketing
Manager
H R
Manager
R & D
Manager
Clerk Supervisor Area
Manager
Welfare
Officer
Physician
Sales
Executive
Clerk QA & QC
Chemist
Store
Keeper
Lab
Technician
Plant
Workers
Go down
Keeper

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DEPARTMENT PROFILE
Kandamkulathy Vaidyasala has different departments each department is
controlled and managed by each department heads. Kandamkulathy Vaidyasala has 5
departments. The departments are:
 Production department
 Marketing department
 Finance department
 Human resources department
 Research and development department
MARKETING DEPARTMENT
Marketing manager is the head of marketing department. Entire control and
management of marketing department is done by marketing manager. Success and
failure of products mainly depend on marketing. In Kandamkulathy there are 28
staffs in marketing department. Marketing department involves mainly marketing
manager, area manager, and sales executives. Marketing manager has a responsibility
to formulate important marketing plans, strategies, procedures etc. Marketing
department of Kandamkulathy mainly focus on these four points “Awareness,
Availability, Price, Quality”
OBJECTIVE OF MARKETING DEPARTMENT
 30% growth during this financial year
 To increase product sales
 To distribute quality product in the
 To increase market share
 To achieve consumer satisfaction

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STRUCTURE OF MARKETING DEPARTMENT
Figure 1.8.(b)
Managing Director
General Manager
Chief Manager
Marketing Manager
Area Manager Area Manager
Sales Executive Sales Executive

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PRODUCT PROFILE
Kandamkulathy Vaidyasala produces more than 350 products. These products
are generally classified into two categories. They are:
o General Products
o Patented Products
Kandamkulathy products 342 General products and 32 Patented products.
PATENTED PRODOUCTS
 Eladilehyam
 Eladi cough syrup
 Eladi sugar free cough syrup
 Eladipediaatric cough syrup
 Eladi Granules
 Eladicough tablet
 Swasa Care
 ThenginPookuladiRasayanm
 Brahmi rich
 MalayichiKuzhambu
 Neelika hair tone
 Elaneerkuyzhambu
 Pothindravakam
 Rumassine balm
 Rumassine oil
 Mother care kit

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GENERIC PRODUCTS
 Kashayam
 Arishtam
 Lehyam and Rasayanam
 Churnam
 Bhasmam
 Oils &kuzhambu
 Avarthi
 Ghrutham
 Cosmetics
MARKETING STRATEGIES IN KANDAMKULATHY VAIDYASALA,
KUZHUR
PRODUCT
Kandamkulathy Vaidyasala produces over 300 products. It includes both general
product and patented products. The company produces traditional medicines and
the medicines that are prepared on medical practice experience. Patented
products include all medicines prepared and developed by Kandamkulathy
Vaidyasala alone. They got sole right to produce the product and not other
companies and individuals as entitled to produce them. The features of the
product of the company are:
 High Quality
 Suitable to every age group
 Easy availability

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PRODUCT LINE PRODUCT NO:
Arishta and Asavas 44
Kashayas 48
Lehyam and Rasayanam 26
Gulikas 38
Churnams 32
Bhasmas 29
Oil &Kuzhambu 76
Grutham 18
Cosmetic 06
PRODUCT QUALITY
Quality of the product means the efficiency of the product to meet the specified
requirements of the consumer in a standardized form. Kandamkmulathy Vaidyasala
has its own quality control policy.
NEW PRODUT DEVELOPMENT
Kandamkulathy Vaidyasala always keeps an eye on preparing new
medicines. They consider the demand from the public for better products available in
the market. Product development starts with product planning. Product planning
embraces all activities that enable a company to determine what product it will met
product development, a more limited term, encompasses the technical activity of
product research, engineering and design. The new project of Kandamkulathy
Vaidyasalaare medicine for children and medicine for thyroid.

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PRODUCT IMPROVEMENT
Product improvement is the process of making the product more
acceptable in the market by adding more quality to the product. Products which are
out fashioned/ out trended can be boosted with product improvement process.
Kandamkulathy Vaidyasala produces two types of products. One type of product is
Ayurvedic medicines, which are to be prepared according to the prescribed format in
Ayurvedic texts. Another type of products is patented products. These products can
be improved, modified and restructured according to the needs of the consumer i.e.,
product can be made more marketable.
PRODUCT PACKAGING
Product packaging is an actof designing and producing the container or
wrapper for a product. Packaging includes appearance labelling. It protect the
product from damage, evaporation etc. the importance of packaging increases these
days because of severe competition in the market.
APPEARANCE
Design or appearance of the product should be attractive. Kandamkulathy
design a product package considering the attractiveness, convenience, factor and cost.
Appearance includes labels, bottles, caps, colours used etc. in the product. Product
design is done by professionals after conducting a lot of studies. The design so
selected on the board meeting is presented before a small group of well-wishers and
collect opinion from them. They also conduct market surveys, which help to decide
the shape, quality, aesthetics etc. of the products.

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LABELING
Labels are the identification marks imprinted in a product. It provides
information about the producer and product. The labelling of the Knadamkulathy
products includes all valuable information relating to the products. It includes:
 Name of the product
 Ingredients of the product
 The way of usage
 Price of the product
 Address of the manufacture
 Company’s brand name
 Logo of the company
PRICING
Pricing is the only marketing mix element that produces revenue. The total
revenue of the firm depends on 3 constituents, which may be expressed on the
following formula Profit = (Price of the commodity *quantity sold) – Total cost
A good pricing policy is significant to have maximum sales revenue. In the
pricing of the Kandamkulathy followed the prevailing methods.
The pricing strategy is prevailing methods
 Cost of production
 Margin of Profit
 Competition
 Consumer demand
 Distributor channel
 Government Policy
 General economic conditions

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Kandamkulathy decide the price of the product after considering the cost incurred at
various levels of production expenditure, marketing a nominal profit in the finished
product etc. they fix price considering the group for which the product is meant for.
DISTRIBUTION
Distribution refers to bringing the product to the market and giving it to the
final consumer. Distribution is the main factor for sale. Distribution channel of
Kandamkulathy include distributers, agents, retailers etc.
The three type of distribution channels are :-
DISTRIBUTION THROUGH DISTRIBUTER Figure 1.8.(c)
DISTRIBUTION THROUGH AGENCY Figure 1.8.(d)
DISTRIBUTION THROUGH CONSUMER MARKET Figure 1.8.(e)
Kandamkulathy Vaidyasala distributes its products both inside and outside
India Kandamkulathy export their products mainly Middle East country and
Germany. Another important method of distribution of product is Over The Counter
(OTC) method.
Manufactures Distributors Retailers Consumers
Manufactures Agent
Middlemen
Consumers
Manufactures Wholesalers Retailers Consumers

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PROMOTION
Promotion is one of the four elements in the marketing mix Simply promotion
is communication between seller and buyer. It involves various activities used to
inform, persuade and remind the target market about a company, its products and its
activities. It motivates the people to buy whatever a company is selling. The main
promotional mixes followed by the company are :-
ADVERTISEMENT
Kandamkulathy fixes a portion of the expenditure in advertisement.
Advertisement includes both visual and audio and also in print media. Audio visual
advertisement boosts the familiarity of the product. Their advertisement is found in
newspapers like Mathrubhumi and ensure complete reach of the company among
households. Door4darshan and other private channel advertise their products./ Their
expenditure on advertisement is fluctuating. They advertise more in
“Aushadhamasam” (June,, July and August) the season of Ayurveda. They also use
other ways to familiarize the product through posters, sample, demonstration and
exhibition.
PUBLIC RELATION
Public relation is a versatile communication tool. It is a set of communication
efforts used to create and maintain favourable relationships between and organization
and its publics. The main task is image building.

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CONDUCTIVE CAMP
Kandamkulathy Vaidyasala conducts camps. Large number of people
participates in the camps. Medicines are distributed to the patients at free cost. It
helps to create awareness among the consumer about the product and company.
SEMINAR DEMONSTRATION AND CLASSES
The information sharing creates knowledge about the product or
company. Kandamkulathy conduct seminar, demonstrations, classes and exhibitions
in different places and it helps the company to get more market for the products.
ETHICAL PROMOTION
Chief physician conducts a program in Jeevan TV once in a week
discussing the specific diseases and suggest remedies for such problems. It enhances
the scope of Kandamkulathy in commercial term.
MARKET RESEARCH
Market research is very important in every business. There are three
different elements, which make them contact with the general market on a regular
basis. The includes
Sales Executives
Area Managers
Distributors

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QUALITY MANAGEMENT
Quality Management of Kandamkulathy products is maintained from
collecting the ingredients to shaping the find product experts collect ingredients.
They collect good quality products and are carefully processed. Processing is
monitored by experienced hands in a more effective way. The product that fulfils
required quality sent to market.
CONSUMER SATISFACTION PROGRAMMES
Kandamkulathy considers consumer as a king. They know they exist on
consumers. Kandamkulathy tries to give maximum satisfaction to consumers by
providing quality products and by quoting reasonable prices. Kandamkulathy makes
the consumers to contact individually through feedback forms. Feedbacks are
collected through:
 Feedback form
 Interviews
 Letter and suggestions from well wishers

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INTRODUCTION
A literature review is designed to identify related research, to set the current
research project within a conceptual and theoretical context. Determine what the most
credible research journals are in the topical area and start with those. It may come
across other similar studies that might not have been included. The study would not
be judged credible if it ignored a major construct. The literature review will help to
find and select appropriate measurement instruments. It will be readily seen what
measurement instruments researchers had used themselves in contexts similar to this
project.
Brand Awareness
Brand awareness is the extent to which a brand is recognized by potential customers
and is correctly associated with a particular product. Expressed usually as a
percentage of the target market, brand awareness is the primary goal of advertising in
the early months or years of products introduction.
Brand awareness is related the functions of brand identities in consumers memory and
can be reflected by how well the consumers can identify the brand under various
conditions. Brand awareness includes brand recognition and brand recall
performance. Brand recognition refers to the ability of the consumers to correctly
differentiate the brand they previously have the exposed to. This does not necessarily
require that the consumers identify the brand name .instead, it often means that
consumers can response to a certain brand after viewing its visual packaging images.

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Brand recall refers to the ability of the consumers to correctly generate and retrieve
the brand in their memory.
Levels of Brand Awareness
1.Brand Recognition : This level is the first stage of brand awareness. It is when the
consumers can recognize a specific brand among others “aided recall”. Aided recall
can also be explained as a situation where a set of given brand names from a given
product class is shown . the task is then to identify recognized names. Brand
recognition is major when consumers face the buying procedures.
2. Brand Recall : This is upon the consumers to name the trade mark in a product
class apart from level one this is an “unaided recall” since there are not given any
examples of specific brand. The role of brand recall can also be vital for regularly
purchased products like coffee, ditergent and headache remedies for which brand
decisions usually are made prior going to the store. Further on, in some categories
such as( cereal) there are so many recognised alternatives that the shopper is over
whelned.
3. Top of Mind : A brand that is “top of mind” is the first brand that consumers think
of within a given product class (aaker,1991). Brand awareness is important since a lot
of the consumers feel that is the brand is well known it has good quality. Most
important is not that the brand is well known, it is what it is known for (melin,1999).
Further , awareness is a very important brand advantage, but it cannot sell the
products, especially not if the product is new (aaker,1991). In the literature there are
many facts that showed that brand awareness affects consumers choice and their by
their choice of brand.

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Measures of Brand Awareness
1. Aided awareness: this type of awareness is generated in a consumer. When
asked about a product category if the consumer is aided with a list of company
names and he recognises the company the given set it is categorised as aided
awareness.
2. Spontaneous awareness: when asked about a product category, the
consumers are asked to list brands they know without any cues.
3. Top of the Mind Awareness: when the name of the company is automatically
recollected because the consumers very promptly associates the brand with
the product category , it is called a top of the mind awareness of the product.
Its the first brand name listed by the consumers when asked to name brands.
They know without any cues.
Channels of Brand Awareness
There are many ways to generate brand awareness in the consumers. Listed
below are 4 such channels:
Advertising is the activity or profession of producing information for
promoting the sale of commercial products or services .advertising is used
through varies medias to generate brand awareness within consumers. They
can be aired as radio ads, television, commercials, internet etc.
Brand
Consumers view brand as an important part of the products and brand might
add value to the product. Brand equity is the value of a brand for both
consumers and companies. To find factors that influence consumers ‘brand
choice, the concept of brand and brand theories where investigated. First ,
brand is defined.

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One of the brands purposes is to be an identified to the product and services so
that it can be separated from other products and services in the same category.
In that way, just by seeing the name or the logo , the customer gets a product.
The brand knowledge in a work as a protection both for the customer and the
manufacturer(aaker,1991).
Brand Equity
More and more company leaders and market executives and groups like
finance analyst , start to realise the value of branding. Brand equity can be
divided into 5 classes
1.brand loyalty : people are bound to brand which decreases the weakeness to
other brands movement.
2.Name awareness: a known brand has more chance to be selected bought
before an unknown brand, just because the reliability and familiarity to the
recognised brand.
3. perceived quality: How a brands quality is seen by customers. Good quality
can also mean higher price and abetter gross margin. How to measure quality
in different industries vary.
4.Brand association : a symbol or character that symbolises a specific brand.
5 other proprietary brand assets: some thing that discerns a specific brand from
others: patents, trademarks ,relationship, channels etc.

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SUMMARY OF ARTICLES
Article -1
Results of a controlled experiment on the role of brand awareness in the
consumer choice process showed that brand awareness was a dominant choice
heuristic among awareness-group subjects. Subjects with no brand awareness tended
to sample more brands and selected the high-quality brand on the final choice
significantly more often than those with brand awareness. Thus, when quality
differences exist among competing brands, consumers may "pay a price" for
employing simple choice heuristics such as brand awareness in the interest of
economizing time and effort. However, building brand awareness is a viable strategy
for advertising aimed at increasing brand-choice probabilities. (Wayne D. Hoyer and
Steven P. Brown,1990)
Article -2
Despite the importance of brand awareness to brand choice, consumer
researchers have given little attention to developing an understanding of awareness as
a construct. Focusing on brand awareness in memory-based situations (i.e., where the
brands must be brought to mind), this paper reports on a qualitative research project
that explores how brands come to mind in a variety of choice situations. A subsequent
quantitative study shows that associates identified in the qualitative research act as
cues, and that brand awareness varies significantly depending on the cues that are
salient. (Stephen S. Holden.,1993)

29
Article - 3
In 1987 Rossiter and Percy wrote “Brand awareness is widely misunderstood
and often wrongly measured, even by experienced managers” (p41). Yet brand
awareness is covered in most texts on advertising measurement, it is a central part of
the popular hierarchy of-effects advertising model, and marketing managers claim it
as an important goal of their communications activities (Kelly 1991). This paper
discusses recent theoretical developments which attempt to explain the role which
brand awareness plays and then presents empirical findings concerning how
Australian managers utilise brand awareness as a measure of marketing and
advertising effectiveness. (Emma Macdonald and Byron Sharp,1996)
Article - 4
A model is described that helps guide advertising strategy, based upon
careful attention to brand awareness and brand attitude. In this model, an important
distinction is drawn between recognition brand awareness and recall brand
awareness. Brand attitude strategy is seen as reflecting an interaction between a
potential consumer's involvement with the purchase decision and the underlying
motivation to purchase. (Larry Percy and John R. Rossiter,1992)

30
Article -5
This article is a replication of a study of Hoyer and Brown that used a controlled
experiment to examine the role of brand awareness in the consumer choice process.
The replication used the same methods, but with a different (but similar) product
category, a larger sample, and a sample group that included experienced as well as
inexperienced consumers. Results support the original study's findings that brand
awareness is a dominant choice tactic among awareness group subjects. Subjects
choosing from a set of brands with marked awareness differentials showed an
overwhelming preference for the high awareness brand, despite quality and price
differentials. They also made their decisions faster than subjects in the nonawareness
condition and sampled fewer brands. In a surprising finding, respondents use of the
awareness choice heuristic did not seem to decline steadily over repeated choice trials,
but rather showed something of a U-shaped pattern, with subjects returning to the
high awareness brand in the latter choice trials. Little support was found for Hoyer
and Brown's finding that subjects in the no brand awareness conditions chose the
quality brand on the final trial more often that those in the awareness differential
conditions. In summary, awareness differentials seem to be a powerful influence on
brand choice in a repeat purchase consumer product context. Consumers show a
strong tendency to use awareness as a heuristic and show a degree of inertia in
changing from the habit of using this heuristic.( Emma K Macdonald and Byron M
Sharp,2000)

31
3.1 INTRODUCTION
According to Robert Ross, “research is essentially an investigation, a
recording and an analysis of evidence for the purpose of gaining knowledge.”
Research methodology is the way which systematically solves the research
problem. It includes gathering data, use of statistical techniques, interpretations, and
drawing conclusion about the research data. It is a blue print, which is followed, to
complete the study.
3.2 RESEARCH DESIGN
The research design is simply a specific presentation of the various steps in the
process of research in fact; the research design is the conceptual structure within
which research is conducted
EMPIRICAL RESEARCH DESIGN
Empirical research is research using empirical evidence. It is the way of
gaining knowledge by means of direct or indirect observations or experience.
3.3 POPULATION OF THE STUDY
The entire aggregation of item from which samples can be drawn is known as
population. The population of this study is 200 customers of ayurvedic products.

32
3.4 SAMPLING
SAMPLING METHOD
The population is infinite; the complete enumeration is not possible. To
overcome these difficulties of complete enumeration, a part of fraction is selected
from the population which is called sample and the process of such selection is called
sampling. So sampling can be defined as the process of selecting a representative
portion of the population for analysis.
CONVENIENCE/CHUNK SAMPLING
Here, chunk is a convenient slice of a population that is commonly referred to
as a sample. It is obtained by selecting convenient population units into the sampling
space. This method may be found to be more in use when researcher is confronted by
the constraints (limiting factors) like time and mobility capacity to move or travel in
and for the conduct of the research. It's simple and quick nature. The merit of
convenience sampling is suitable when the universe is not clearly defined.
SAMPLE SIZE
The sample of this study is 50 customers of Ayurvedic Products and I have tried
to include customers of different ages and gender.

33
3.5 DATA COLLECTION
PRIMARY DATA
These are original sources from which the researcher directly collects data that
have not been previously collected. Primary data were obtained by personal interview
with management personnel, customers of Kandamkulathy Vaidyasala. In this project
questionnaire have been used.
SECONDARY METHOD
Secondary data is collected from various sources such as reports, publications etc,
to find out the profile of the company and its functioning. In this project secondary
data was obtained from published and unpublished sources such as journals,
textbooks, internet publications and magazines.
3.6 STATISTICAL TREATMENT
The researcher conducted the analysis by collecting the opinions from the
available sample size and then using the Simple Percentage Analysis Method.
3.7 SOFTWARE USED FOR THE ANALYSIS
This project research used the MS Excel Software in order to analyze the data
and find out the conclusions.

34
4.1 INTRODUCTION
After processing of data, the next step is the analysis of data. By analysis we
mean the computation of certain indices or measures along with searching for patterns
of relationships that exists among the data groups. Analyses, particularly in case of
surveyor experimental data, involve estimating the values of unknown parameters of
the population and testing of hypothesis for drawing inferences.
Empirical Methodology is largely the study of distributions of one valuable.
This study provides us with profiles of companies, work groups persons and other
subjects on any of multitude characteristics such as size, composition, effectively,
preferences. Inferential analysis is concerned with the various tests of significance for
testing hypothesis in order to determine with what validity data can be set to indicate
some conclusions. It is also concerned with the estimated of population values. It is
mainly on the basis of inferential analysis that the task of interpretation (i.e., the task
of drawing inferences and conclusions) is performed.
In the present study, data were analyzed by percentage analysis and graphical
representation. Data collected were tabulated and converted in to percentage. Then
the percentage shown graphically with the help of Ms Excel. Finally inference should
be drawn on the basis of tabulated data and charts.

35
4.2 TABLES AND THEIR INTERPRETATIONS
4.2.1. Classification of the respondents with respect to demographic factors -
Age.
TABLE NO.4.2.1- Table showing the percentage of the respondents with respect to
their Age.
AGE FREQUENCY PERCENTAGE
Below 25 years 8 16%
26-35 years 12 24%
36-45 years 10 20%
46-55 years 15 30%
above 56 years 5 10%
TOTAL 50 100%
CHART NO.4.2.1- Chart showing the percentage of the respondents with respect to
their Age.
Figure 4.1.1
INTERPRETATION
From the above table, large number of the respondents (30%) are the age group 46 to
55 years. The least respondents (10%) belong to age above 56 years.
16%
24%
20%
30%
10%
below 25 years
26-35 years
36-45 years
46-55 years
above 56 years
0% 5% 10% 15% 20% 25% 30% 35%
AGE
PERCENTAGE
Respondents- Age

36
4.2.2. Classification of the respondents with respect to demographic factors -
Age.
TABLE NO.4.2.2- Table showing the percentage of the respondents with respect to
their Gender.
GENDER FREQUENCY PERCENTAGE
MALE 24 52%
FEMALE 26 48%
TOTAL 50 100%
CHART NO.4.2.2- Chart showing the percentage of the respondents with respect to
their Gender.
Figure 4.2.2
INTERPRETATION
From the above table, 52% respondents are Female and 48% respondents are Male
among the respondents taken for the survey.
52%
48%
Respondents - Gender
FEMALE
MALE

37
4.2.3 Most familiar brand among Ayurvedic products.
TABLE NO.4.2.3- Table showing Most familiar brand among Ayurvedic products
BRANDS FREQUENCY PERCENTAGE
Kottakkal 49 98%
Vaidyaratnam 48 98%
Dhanwantari 14 28%
Sitaram 48 96%
Oushadhi 5 10%
Kandamkulathy 38 76%
Calculation: 𝑃𝑒𝑟𝑐𝑒𝑛𝑡𝑎𝑔𝑒 =
𝑁𝑜.𝑜𝑓 𝑅𝑒𝑠𝑝𝑜𝑛𝑠𝑒𝑠 𝑡𝑜 𝑂𝑛𝑒 𝐵𝑟𝑎𝑛𝑑
𝑀𝑎𝑥𝑖𝑚𝑢𝑚 𝑁𝑜.𝑜𝑓 𝑅𝑒𝑠𝑝𝑜𝑛𝑑𝑒𝑛𝑡𝑠 𝑝𝑜𝑠𝑠𝑖𝑏𝑙𝑒
∗ 100
CHART NO.4.2.3- Chart showing Most familiar brand among Ayurvedic products
Figure 4.2.3
INTERPRETATION
From the above table, the 98% of the respondents are familiar of the brand
Vaidyaratnam and Kottakkal, and the least is that of the Oushadhi. Kandamkulathy is
familiar only to 76% of the respondents.
98%
98%
28%
96%
10%
76%
0% 20% 40% 60% 80% 100% 120%
Kottakkal
Vaidyaratnam
Dhanwantari
Sitaram
Oushadhi
Kandamkulathy
PERCENTAGE
BRANDS
MOST FAMILIAR BRAND

38
4.2.4. Number of Kandamkulathy customers among the respondents taken for
survey.
TABLE NO. 4.2.4-The table shows the number of Kandamkulathy customers among
the respondents taken for survey.
RESPONSES FREQUENCY PERCENTAGE
Yes 35 70%
No 15 30%
TOTAL 50 100%
CHART NO. 4.2.4- The Chart shows the number of Kandamkulathy customers
among the respondents taken for survey.
Figure 4.2.4.
INTERPRETATION
From the above table, it is clearly found that 70% of the respondents have purchased
Kandamkulathy products, whereas, 30% of the respondents have not purchased
Kandamkulathy products.
70%
30%
Satisfaction towards Ads
Yes
No

39
4.2.5. Sources how the respondents come to know about the brand
Kandamkulathy.
TABLENO.4.2.5- Table showing the sources how the respondents come to know
about the brand Kandamkulathy.
SOURCES FREQUENCY PERCENTAGE
Newspaper/Magazine ads
20 40%
Bill Boards
16 32%
TV/radio ads
9 18%
Friends/relatives
5 10%
Internet
0 0%
TOTAL 50 100%
CHART NO.4.2.5- Chart showing showing the sources how the respondents come to
know about the brand Kandamkulathy.
Figure 4.2.5.
INTERPRETATION
From the above table, 40% of the respondents came to know about the brand
Kandamkulathy through advertisements published on newspapers and magazines.
40%
32%
18%
10%
0%
0% 10% 20% 30% 40% 50%
Newspaper/Magazine ads
Bill Boards
TV/radio ads
Friends/relatives
Internet
PERCENTAGE
SOURCES
Sources of Awreness

40
4.2.6. The last purchase made with the Kandamkulathy products.
TABLE NO.4.2.6- The table shows the last purchase made with the Kandamkulathy
products.
under 1 month
7 14%
1-6 months
6 12%
6 months to 1 year
1 2%
not sure
21 42%
Have not purchased yet 15 30%
TOTAL 50 100%
CHART NO. 4.2.6- The chart shows the last purchase made with the Kandamkulathy
products.
Figure 4.2.6.
INTERPRETATION
From the above table, 42% of the respondents are not sure about their last purchase of
Kandamkulathy products. Only 14% of them have purchased under 1 month. 30%
have not purchased Kandamkulathy products yet.
14%
12%
2%
42%
30%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
under 1 month
1-6 months
6 months to 1 year
not sure
Have not purchased yet
PERCENTAGE
RESPONSES
Last Purchase Done

41
4.2.7. The attributes that associate with Kandamkulathy products.
TABLE NO.4.2.7- The table shows the attributes that associate with Kandamkulathy
products.
ATTRIBUTES FREQUENCY PERCENTAGE
affordable prices
8 16%
good quality
10 20%
Advertisements
16 32%
Offers
1 2%
Others 15 30%
TOTAL 50 100%
CHART NO.4.2.7- The Chart shows the attributes that associate with
Figure 4.2.7.
INTERPRETATION
From the above table, 32% of the respondents find that Advertisements provided by
the Kandamkulathy Vaidyasala on their products and services are the most preferred
attribute for purchase. 2% respondents have mentioned that the Offers provided are
not so beneficial.
16%
20%
32%
2%
30%
affordable prices
good quality
Advertisements
Offers
Others
0% 5% 10% 15% 20% 25% 30% 35%
ATTRIBUTES
PERCENTAGE
PreferredAttributes

42
4.2.8. List of Kandamkulathy products used by the respondents.
TABLE NO.4.2.8.- The table shows the list of Kandamkulathy products used by the
respondents.
PRODUCTS FREQUENCY PERCENTAGE
Eladi 19 38%
Chyavanaprasam 1 2%
Brahmi Rich 2 4%
Kumkumadi 10 20%
Swasa Care 0 0%
None of These 15 30%
Others 3 6%
TOTAL 50 100%
CHART.NO.4.2.8.- The Chart shows the list of Kandamkulathy products used by the
respondents.
Figure 4.2.8.
INTERPRETATION
From the above table, 38% of the respondents have purchased Eladi products whereas
only 2% of them have purchased Chyavanaprasam. 30% of the respondents have not
purchased any of their products yet.
38%
2%
4%
20%
0%
30%
6%
Eladi
Chyavanaprasam
Brahmi Rich
Kumkumadi
Swasa Care
None of These
Others
0% 5% 10% 15% 20% 25% 30% 35% 40%
PRODUCTS
PERCENTAGE
Most used product

43
4.2.9. How familiar is the LOGO of Kandamkulathy Vaidyasala products.
TABLE NO.4.2.9.- The table shows how familiar is the LOGO of Kandamkulathy
Vaidyasala products.
Definitely Not 14 28%
Probably Not 16 32%
Not Sure 15 30%
Probably 2 4%
Definitely 3 6%
TOTAL 50 100%
CHART NO.4.2.9. - The chart shows how familiar is the LOGO of Kandamkulathy
Vaidyasala products.
Figure 4.2.9.
INTERPRETATION
From the above table, 32% of the respondents are Probably NOT familiar with the
Kandamkulathy LOGO. Only 6% of them are Definitely familiar.
28%
32%
30%
4%
6%
Definitely Not
Probably Not
Not Sure
Probably
Definitely
0% 5% 10% 15% 20% 25% 30% 35%
RESPONSES
PERCENTAGE
Familiarity with LOGO

44
4.2.10. How familiar is the TAGLINE of Kandamkulathy Vaidyasala products.
TABLE NO.4.2.10.- The table shows how familiar is the TAGLINE of
Kandamkulathy Vaidyasala products.
Definitely Not 25 50%
Probably Not 11 22%
Not Sure 12 24%
Probably 2 4%
Definitely 0 0%
TOTAL 50 100%
CHART NO.4.2.10.- The chart shows how familiar is the TAGLINE of
Kandamkulathy Vaidyasala products.
Figure 4.2.10
INTERPRETATION
From the above table, majority of the respondents (50%) are Definitely NOT familiar
about the Kandamkulathy Tagline. Only 4% of the respondents taken for the survey
are familiar with it.
50%
22%
24%
4%
0%
0%
10%
20%
30%
40%
50%
60%
Definitely Not Probably Not Not Sure Probably Definitely
PERCENTAGE
RESPONSES
Familiarity with Tagline

45
4.2.11. Position of the brand Kandamkulathy in the minds of the respondents.
TABLE NO. 4.2.11. - The table shows the position of the brand Kandamkulathy in
the minds of the respondents.
Particular Ad 12 24%
Logo 5 10%
Tagline 0 0%
Particular product 8 16%
Others 0 0%
TOTAL 50 100%
CHART NO. 4.2.11.- The chart shows the position of the brand Kandamkulathy in
the minds of the respondents.
Figure 4.2.11.
INTERPRETATION
From the above table, 24% of the respondents have mentioned that a Particular
Advertisement comes to their minds when they hear the brand Kandamkulathy.
24%
10%
0%
16%
0%
0%
5%
10%
15%
20%
25%
30%
Particular Ad Logo Tagline Particular
product
Others
PERCENTAGE
FACTORS
Brand Position Factors

46
4.2.12. Satisfaction level on the Quality of Kandamkulathy products.
TABLE NO 4.2.12. - The table showing the satisfaction level on the Quality of
OPINION RESPONSES (Out of 35) PERCENTAGE
Poor 1 2.85%
Fair 1 2.85%
Good 5 14.29%
Very Good 8 22.86%
Excellent 20 57.15%
TOTAL 35 100%
CHART.NO.4.2.12.- The chart showing the satisfaction level on the Quality of
Figure 4.2.12.
INTERPRETATION
From the above table, 57.15% of the Kandamkulathy product users say that they are
Satisfied with these products and rate 'Very Good' Position. Only few of them say that
the quality is Poor.
2.85% 2.85%
14.29%
22.86%
57.15%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Poor Fair Good Very Good Excellent
PERCENTAGE
OPINION Among 35 Customers
Satisfaction with Quality

47
4.2.13. Satisfaction level on Kandamkulathy products from last purchases.
TABLE NO 4.2.13- The table shows the satisfaction level on Kandamkulathy
products from last purchases.
RATING RESPONSE PERCENTAGE
0th 15 30%
1st 0 0%
2nd 2 4%
3rd 15 30%
4th 12 24%
5th 6 12%
TOTAL 50 100%
CHART.NO.4.2.13- The chart shows the satisfaction level on Kandamkulathy
products from last purchases.
Figure 4.2.13.
INTERPRETATION
From the above table, 30% of the respondents have rated 3rd position for the
Kandamkulathy products that they have consumed. Those respondents who have not
yet purchased had mentioned 0th place for Kandamkulathy.
30%
0%
4%
30%
24%
12%
0th
1st
2nd
3rd
4th
5th
0% 5% 10% 15% 20% 25% 30% 35%
RANKINGS
PERCENTAGE
Rating on Last Purchase

48
4.2.14. How likely the respondents will buy the Kandamkulathy products in the
future.
TABLE.NO.4.2.14. - The table shows how likely the respondents will buy the
Kandamkulathy products in the future.
Very Unlikely 0 0%
Somewhat Unlikely 2 4%
Not Sure 8 16%
Somewhat Likely 17 34%
Very Likely 23 46%
TOTAL 50 100%
CHART NO.4.2.14 - The chart shows how likely the respondents will buy the
Kandamkulathy products in the future.
Figure 4.2.14
INTERPRETATION
From the above table, 80% of the respondents are Likely sure about their future
purchase of Kandamkulathy products (46%-Very Likely and 34%- Somewhat Likely).
only 4% of them are Somewhat Unlikely Sure about their purchase while 16% are
Not Sure.
0%
4%
16%
34%
46%
0% 10% 20% 30% 40% 50%
Very Unlikely
Somewhat Unlikely
Not Sure
Somewhat Likely
Very Likely
PERCENTAGE
RESPONSES
Future Purchase

49
4.2.15. Further recommendations about the Kandamkulathi product(s) to
friends, relatives & others.
TABLE.NO.4.2.15- This table shows the percentage of the respondents who would
further recommend the Kandamkulathi product(s) to their friends, relatives& others.
OPINION FREQUENCY PERCENTAGE
Yes 35 70%
No 15 30%
TOTAL 50 100%
CHART.NO.4.2.15- This chart shows the percentage of the respondents who would
further recommend the Kandamkulathi product(s) to their friends, relatives& others.
Figure 4.2.15.
INTERPRETATION
From the above table, it clearly shows that 70% of all respondents who have used the
product(s) will recommend the Kandamkulathy Vaidyasala products to their friends,
relatives & others. Instead only those 30% who have not purchased Kandamkulathy
products say 'No'.
OPINION
YES
NO

50
5.1 SUMMARY OF FINDINGS
1. 30% of the respondents are the age group 46 to 55 years. The least respondents
(10%) belong to age above 56 years.
2. 52% respondents are Female customers and 48% respondents are Male customers.
3. 98% of the respondents are familiar of the brand Vaidyaratnam and Kottakkal,
and the least is that of the Oushadhi. Kandamkulathy is familiar only to 76% of
the respondents.
4. 70% of the respondents have purchased Kandamkulathy products, whereas, 30%
of the respondents have not purchased Kandamkulathy products.
5. 40% of the respondents came to know about the brand Kandamkulathy through
advertisements published on newspapers and magazines.
6. 42% of the respondents are not sure about their last purchase of Kandamkulathy
products. Only 14% of them have purchased under 1 month. 30% have not
purchased Kandamkulathy products yet.
7. Majority of the respondents find that Advertisements provided by the
Kandamkulathy Vaidyasala on their products and services are the most preferred
attribute for purchase. The respondents have mentioned that the Offers provided
are not so beneficial.
8. 38% of respondents have purchased Eladi products whereas only 2% of them have
purchased Chyavanaprasam. 30% of the respondents have not purchased any of
their products yet.
9. 32% of the respondents are Probably NOT familiar with the Kandamkulathy
LOGO. Only 6% of them are Definitely familiar.

51
10. Majority of the respondents (50%) are Definitely NOT familiar about the
Kandamkulathy Tagline. Only 4% of the respondents taken for the survey are
familiar with it.
11. 24% of the respondents have mentioned that a Particular Advertisement comes to
their minds when they hear the brand Kandamkulathy.
12. From the above table, 57.15% of the Kandamkulathy product users say that they
are Satisfied with these products and rate 'Very Good' Position. Only few of them
say that the quality is Poor.
13. 30% of the respondents have rated 3rd position for the Kandamkulathy products
that they have consumed. Those respondents who have not yet purchased had
mentioned 0th place for Kandamkulathy.
14. 80% of the respondents are Likely sure about their future purchase of
Kandamkulathy products (46%-Very Likely and 34%- Somewhat Likely). only
4% of them are Somewhat Unlikely Sure about their purchase while 16% are Not
Sure.
15. Out of the respondents, the consumers of Kandamkulathy (70%) will recommend
their products to their friends, relatives & others. Instead only those 30% of the
respondents who have not purchased Kandamkulathy products say 'No'.

52
5.2 SUGGESTIONS
1. The company should focus on more advertisements for creating better
awareness among the people.
2. Company should take necessary steps to ensure that the marketing measures
adopted by them are most beneficial and effective.
3. The company should focus on sales promotion activities, like the offers,
schemes to push the products for the increasing sales and should focus on
doctor level promotions as they are potential customers.
4. Kandamkulathy Vaidyasala should increase the number of products in patent
products which would lead to increase in further sales.
5. The company can take measures on adopting a Brand Ambassador thereby
creating greater attention among the people.
6. Even though the respondents have felt the Quality of these products to be
more effective, the brand must take improvement measures in the case of
Sales Promotional activities and Benefits so that more awareness will be
created through the users and also will let them for future purchases.

53
5.3 CONCLUSION
Accomplishing this project on brand awareness, it was an excellent knowledge
gaining experience.
Brands are now a central feature of consumer marketing, they are important in
building long-term relationships with the consumer, irrespective of the type of market.
Their importance is now also recognized in other markets including service and
industry. Brand awareness is the combination of promotion, satisfaction, brand
association, quality and other services. So it is important to measure the above
mentioned parameters to understand the brand awareness.
In conclusion, I would say that the brand Kandamkulathy is quite known to
only a small portion of people. Kandamkulathy Vaidyasala has built its awareness
among people to a small extent. The customers are aware of their products with the
help of TV/Radio Ads, Print Media and others. The brand still has a way to increase
its advertising channels to reach the relatively large number of people. The findings of
the study can be utilized by the Ayurveda industry to bring in more appeal to the
customers. Therefore it was able to understand the importance of the brand awareness
and the impact of brand awareness.

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