INFLUENCE OF BRAND IMAGE ON CUSTOMER PREFERENCE

IN THE ARYA VAIDYA PHARMACY (COIMBATORE) LTD AT

PALAKKAD DISTRICT.

PROJECT REPORT SUBMITTED IN PARTIAL FULFILMENT OF THE CURRICULUM

FOR THE THIRD SEMESTER OF

MASTER OF BUSINESS ADMINISTRATION

UNIVERSITY OF CALICUT

Submitted by

AKHILA.T.K

REG.NO: PKAPMBA004

Under the guidance of

Mr. S .N.JAGADEESH

(ADDITIONAL CO - ORDINATORSMS,PALAKKAD)

SCHOOL OF MANAGEMENT STUDIES

UNIVERSITY OF CALICUT
 PALAKKAD

(2015-2017)

SCHOOL OF MANAGEMENT STUDIES PALAKKAD,

UNIVERSITY OF CALICUT

CERTIFICA
TE

This is to certify that this project titled INFLUENCE OF

BRAND IMAGE ON CUSTOMER PREFERENCE IN THE ARYA

VAIDYA PHARMACY (COIMBATORE) LTD AT PALAKKAD

DISTRICT submitted in partial fulfillment of the curriculum

for Third semester of Degree of Master of Business

Administration of University of Calicut was carried out by

Ms. AKHILA.T.K

Place: Palakkad Dr. B.

Vijay

acha

ndra

Pillai

Date:
Co-ordinator,

SMS, palakkad

University of Calicut

SCHOOL OF MANAGEMENT STUDIES PALAKKAD,

UNIVERSITY OF CALICUT
 CERTI
FICATE
This is to certify that this project titled INFLUENCE OF

BRAND IMAGE ON CUSTOMER PREFERENCE IN THE ARYA

VAIDYA PHARMACY (COIMBATORE) LTD AT PALAKKAD

DISTRICT submitted in partial fulfillment of the curriculum

for third semester of Degree of Master of Business

Administration of University of Calicut was carried out by

Ms.AKHILA.T.K under my guidance.

This has not been submitted to any other

unive

rsity/

instit

ution
 for

the

award of any degree/diploma/certificate.

Place: Palakkad Mr. S

.N.JA
GAD
EES
H

( ADDITIONAL CO -
ORDINATORSMS,PALAKKAD)

University of Calicut

SCHOOL OF MANAGEMENT STUDIES PALAKKAD,

UNIVERSITY OF CALICUT

DECLARATION
I AKHILA.T.K, hereby declare that the project work entitled

INFLUENCE OF BRAND IMAGE ON CUSTOMER PREFERENCE

IN THE ARYA VAIDYA PHARMACY (COIMBATORE) LTD AT

PALAKKAD DISTRICT is a bonafide work carried out by me

for the partial fulfillment of the requirement for the award of

the degree of MASTER OF BUSINESS ADMINISRATION

from UNIVERSITY OF CALICUT. Any part of this project

has not been reproduced or copied from any report of the

university.

Place: Palakkad

AKHILA.T.K

Date:
REG NO: PKAPMBA004

ACKNOWLEDGEMENT
I would like to express my sincere gratitude and reverence to God Almighty and parents,
for guiding me throughout this project, making my endeavor an undiluted success.

With great pleasure, I am presenting this project entitled INFLUENCE OF BRAND

IMAGE ON CUSTOMER PREFERENCE IN THE ARYA VAIDYA PHARMACY
(COIMBATORE ) LTD AT PALAKKAD DISTRICT. Project of this dimension
would not have been possible without the sincere help and earnest support provided to
me from all sources that was approached.

I acknowledge my sincere and profound gratitude to Dr. B. VIJAYACHANDRAN

PILLAI the Co-ordinator, School of Management Studies, Palakkad, University of
Calicut for providing me the necessary formal sanction required for carrying out this
project.

I would also like to express my profound gratitude to the MR.Gopan, HR Manager,

Arya Vaidya Pharmacy (Coimbatore) Limited and to all the staff for the whole hearted
co-operation given to me in the completion of this project.

I wish to express my deep sense of gratitude to my guide Mr. S.N JAGADEESH,

Additional Co-ordinator, School of Management Studies, Palakkad, University of
Calicut for his kind support, advice and encouragement from the beginning of the project
work till the completion of the project report and he has been very co-operative and
without his valuable advices and suggestions this report would not have been successful.

Finally I would like to thank my parents, friends and all others for their support and
guidance to complete the project successfully.

AKHILA.T.K

PROFORMA FOR APPROVAL OF PROJECT

REPORT
 NAME AKHILA.T.K

SCHOOL OF MANAGEMENT STUDIES,

NAME OF THE
INSTITUTE UNIVERSITY OF CALICUT, PALAKKAD.

REG. NO PKAPMBA004

INFLUENCE OF BRAND IMAGE ON

CUSTOMER PREFERENCE IN THE ARYA
TITLE OF THE PROJECT VAIDYA PHARMACY (COIMBATORE ) LTD
AT PALAKKAD DISTRICT

AREA OF THE STUDY MARKETING

DURATION OF THE 21 DAYS

STUDY

NAME OF THE ARYA VAIDYA PHARMACY (COIMBATORE)

ORGANISATION LTD, KANJIKODE

INTERNAL EXAMINER
EXTERNAL EXAMINER

CO-ORDINATOR
 LIST OF CONTENTS

SI. NO. PARTICULARS PAGE NO.

CERTIFICATE

DECLARATION

ACKNOWLEDGEMENT

PROFORMA FOR APPROVAL

LISTOF TABLES

LIST OF FIGURES

EXECUTIVE SUMMARY

1 INTRODUCTION 1-9

2 REVIEW OF LITERATURE 10-27

3 INDUSTRY PROFILE 28-52

4 ANALYSIS AND INTERPRETATION 53-80

5 FINDINGS,SUGGETIONS & CONCLUSION 81-85

APPENDIX 86-89

BIBLIOGRAPHY 90
 LIST OF TABLES

SI.NO DESCRIPTION PAGE NO.

TABLE 4.1 NATURE OF WORK 54

TABLE 4.2 AWARENESS OF AVP PRODUCTS 55

TABLE 4.3 OF USING AYURVEDIC PRODUCTS 56

TABLE 4.4 PREFERENCE OF BRAND 57

TABLE 4.5 ABILITY TO RECALL AVP PRODUCTS 58

TABLE 4.6 DURATION OF USING AVP PRODUCTS 59

TABLE 4.7 FIRST PREFERENCE IN AYURVEDIC 60

MEDICINES

TABLE 4.8 FACTORS THAT MAKE YOU PURCHASE 61

AVP PRODUCTS

TABLE 4.9 PURCHASE OF SAME BRAND 62

TABLE 4.10 REASON FOR REPURCHASE OF BRAND 63

TABLE 4.11 AVAILABILITY OF AVP PRODUCTS 64

TABLE 4.12 AWARENESS OF AVP PRODUCTS 65

AVAILABLE OUTSIDE INDIA
TABLE 4.13 HOW CUSTOMERSCAME TO KNOW ABOUT 66
AVP PRODUCTS

TABLE 4.14 OPINION ABOUT THE ADVERTISEMENT OF 67

AVP PRODUCTS

TABLE 4.15 DOES THE PACKING OF AVP PRODUCCTS 68

INFLUENCE CUSTOMER TO BUY AVP
PRODUCTS

TABLE 4.16 CUSTOMER REQUIREMENT SATISFACTION 69

TABLE 4.17 OPINION ABOUT AVP PRODUCTS 70

TABLE 4.18 SATISFACTION WITH THE SHELF LIFE OF 71

AVP PRODUCTS

TABLE 4.19 SATISFACTION WITH THE QUALITY OF 72

AVP PRODUCTS

TABLE 4.20 WHICH ATTRIBUTE OF AVP PRODUCTS 73

SHOULD IMPROVE

TABLE 4.21 ABILITY TO RECOGNIZE THE AVP 74

PRODUCTS WHEN SEEING IT

TABLE 4.22 PURCHASE OF AVP PRODUCTS ONLY 75

BECAUSE OF BRAND RECALL

TABLE 4.23 FACTORS MAKE YOU PURCHASE AVP 76

PRODUCTS

TABLE 4.24 SATISFACTION WITH BRAND IMAGE OF 77

AVP PRODUCTS

TABLE 4.25 RECOMMENDATION OF AVP PRODUCTS 78

TO OTHERS
 CORRELATION BETWEEN SATISFACTION 79
TABLE 4.26
WITH THE QUALITY OF AVP PRODUCTS
AND THE BRAND IMAGE OF AVP
PRODUCTS

LIST OF FIGURES

SI.NO DESCRIPTION PAGE NO.

CHART 4.1 54
NATURE OF WORK

CHART 4.2 55
AWARENESS OF AVP PRODUCTS

CHART 4.3 56
FREQUENCY OF USING AYURVEDIC
PRODUCTS

CHART 4.4 57
PREFERENCE OF BRAND

CHART 4.5 58
ABILITY TO RECALL AVP PRODUCTS

CHART 4.6 59
DURATION OF USING AVP PRODUCTS

60
CHART 4.7 FIRST PREFERENCE IN AYURVEDIC
MEDICINES

61
CHART 4.8 FACTORS THAT MAKE YOU
PURCHASE AVP PRODUCTS

CHART 4.9 62
PURCHASE OF SAME BRAND
 63
CHART REASON FOR REPURCHASE OF
BRAND

CHART 4.11 64
AVAILABILITY OF AVP PRODUCTS

CHART 4.12 65
AWARENESS OF AVP PRODUCTS
AVAILABLE OUTSIDE INDIA

66
CHART 4.13 HOW CUSTOMERSCAME TO KNOW
ABOUT AVP PRODUCTS

CHART 4.14 67
OPINION ABOUT THE
ADVERTISEMENT OF AVP PRODUCTS

68
CHART 4.15 DOES THE PACKING OF AVP
PRODUCCTS INFLUENCE CUSTOMER
TO BUY AVP PRODUCTS

69
CHART 4.16 CUSTOMER REQUIREMENT
SATISFACTION

70
CHART 4.17 OPINION ABOUT AVP PRODUCTS

71
CHART 4.18 SATISFACTION WITH THE SHELF LIFE
OF AVP PRODUCTS

CHART 4.19 72
SATISFACTION WITH THE QUALITY
OF AVP PRODUCTS

CHART 4.20 73
WHICH ATTRIBUTE OF AVP
PRODUCTS SHOULD IMPROVE
CHART 4.21 74
ABILITY TO RECOGNIZE THE AVP
PRODUCTS WHEN SEEING IT

75
CHART 4.22 PURCHASE OF AVP PRODUCTS ONLY
BECAUSE OF BRAND RECALL

CHART 4.23 76
FACTORS MAKE YOU PURCHASE AVP
PRODUCTS

CHART 4.24 77
SATISFACTION WITH BRAND IMAGE
OF AVP PRODUCTS

CHART 4.25 78
RECOMMENDATION OF AVP
PRODUCTS TO OTHERS

EXECUTIVE SUMMARY

Title of the Problem

Influence of brand image on customer preference in the Arya Vaidya pharmacy

(coimbatore) ltd at Palakkad District.

Nature of the Problem

Like all the other products, customers are preferring the ayurvedic products based on
their brand image. The brand image of the ayurvedic products have a great effect on the
customer preference.
Scope of the Study

This study will help the company to understand the image of their products among
the public or customers. The study will help to understand how the companys brand
image affects the preference of customers at Palakkad. This will help them to identify the
factors which influence customers to make a purchase from Arya Vaidya Pharmacy and
once the factors are identified, they can work on those to make it more attractive to the
customers so that they can retain the existing customers and gain new customers.

Objectives of the Study

Analyse the factors influencing customers preference to ayurvedic products.

To identify the effect of a good brand image on ayurvedic products.
To understand the customer preference about the brand AVP.
To analyse how brand image affect the customer preference to Arya Vaidya
Pharmacy (Coimbatore) Ltd.

Research Methodology

Research Design
There are two types of research design:

Descriptive Research Design

Analytical Research Design

Sampling Design

A sample of 60 customers using ayurvedic products will be selected from various parts
of Palakkad district by applying Lottery method of Simple Random Sampling method.

Population of the study

Customers of Arya Vaidya Pharmacy (Coimbatore) Ltd within the Palakkad town.

Sample size

A study will be relevant only if there are minimum 30 number of samples. For this study
there will be 60 samples

Data Collection

Primary Data will be collect from customers using ayurvedic products with the help of
Structured interview schedules.

Secondary Data were collect from books,websites,etc

Data Representation Tools

Tables
Charts
Duration of the study

The study was conducted for 21 days from October 15th to November 5th .

Data Analysis Tools

Percentage Analysis
Correlation Analysis

Major Findings

85% of the respondents are able to recall AVP products.

35% customers purchase AVP products due to the high quality and 30% due to
the brand image of AVP products.
AVP products are widely available. 95% respondents are strongly agree it.
75% of the customers are highly dissatisfied with the advertisement of AVP
products. Only 5% are satisfied with the advertisements.
The packaging of AVP products does not influence most of the respondents to
buy the products.55% of the respondents are agree on this.
 45% respondents are satisfied with the shelf life of AVP products. Only 30% are
highly satisfied.
According to most of the customers that is, 55% need small quantity packaging
also.
95% respondents can recognize the AVP products when seeing it at somewhere
else. That is they are able to identify it.
80% of people can recall the brand name of AVP and that become a very
important reason for the purchase of AVP products.
Wide availability of AVP product is the reason other than the brand recall.
Availability of AVP products are the other reason for around 75% of the purchase.
65% of the customers are satisfied with the brand image of AVP products.
Correlation between satisfaction with the quality of AVP products and brand
image of AVP products are 0.98. This reveals there is a significant relationship
between two variables. So satisfaction with quality and the brand image are
related.

Suggestions

AVP should focus on its advertisement to reach their products into the public
more effectively. They can focus more on both printed media as well as the visual
media.
AVP can improve their packaging in order to attract their customers. Because
55% respondents saying that the packaging does not influence them to purchase
 AVP products .So they can use tetra packages or some other means according to
the nature of products.
If AVP can provide smaller quantity packages, it will attract more and more
customers. Now products are available in high quantities. They can provide
single use packs of 10gm or 50gm. It will increase the sales.
The company should adopt more sales promotional activities such as campaigns,
free medical check ups, sponsorships, etc in order to increase the sales of AVP
products.
This study is valid only for Palakkad district. The same can be done in another
district also.