A Study On Consumer Preference and Satisfaction Towards Himalaya Ayurvedic Products in Coimbatore City Ijariie4749

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Analysis of inﬂuence of marketing on sale of Ayurvedic Drugs
Thesis · January 2007
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ANALYSIS OF INFLUENCE OF
MARKETING ON SALE OF AYURVEDIC
DRUGS
Project submitted to Directorate of Distance Education,

Kuvempu University in partial fulfillment of MBA (Marketing)
for the award of the Degree
MASTER OF BUSINESS ADMINISTRATION
(MARKETING MANAGEMENT)
By
Dr. Mahesh T. S. B.A.M.S., M.D. (Ayu)

Student of 4th Semester MBA
Under the Guidance of

Mr. Sudhir M. B.B.M. M.B.A. (Marketing)
Assistant Professor,
Department of Marketing,
Justice K.S.Hegde Institute of Management
Nitte
DIRECTORATE OF DISTANCE EDUCATION

KUVEMPU UNIVERSITY
2009
ANALYSIS OF INFLUENCE OF
MARKETING ON SALE OF AYURVEDIC
DRUGS
Project submitted to Kuvempu University, Directorate of

Distance Education, towards the partial fulfillment of the said
course for the award of the Degree
MASTER OF BUSINESS ADMINISTRATION (MBA)
(MARKETING MANAGEMENT)
By
Dr. Mahesh T. S. B.A.M.S., M.D. (Ayu)

Student of 4th Semester MBA
Under the Guidance of

Mr. Sudhir M. B.B.M. M.B.A. (Marketing)
Assistant Professor,
Department of Marketing,
Justice K.S.Hegde Institute of Management
Nitte
DIRECTORATE OF DISTANCE EDUCATION

KUVEMPU UNIVERSITY
2009
DECLARATION
This is to certify that the Project work entitled “ANALYSIS OF

INFLUENCE OF MARKETING ON SALE OF AYURVEDIC
DRUGS” submitted by me for the partial fulfillment of the MBA
Degree (Fourth Semester) offered by the Kuvempu University,
Directorate of Distance Education during the academic year 2008-09
is an original work carried out by me under the guidance of Mr.
Sudhir M., Assistance Professor, Department of Marketing, of
Justice K.S. Hedge Institute of Management, Nitte and this work
has not formed the basis for the award of any Degree, Diploma or such
other titles.
Date: Signature of the Student

Name: Mahesh T. S.
Roll No.:MB601021
CERTIFICATE
Certify that the Project work entitled “ANALYSIS OF INFLUENCE

OF MARKETING ON SALE OF AYURVEDIC DRUGS” submitted
by Mr. Mahesh T.S. for the partial fulfilment of the MBA Degree
(Fourth Semester) offered by the Kuvempu University, Directorate
of Distance Education during the academic year 2008-09 is an
original work carried out by the student under my supervision, and this
work has not formed the basis for the award of any Degree, Diploma or
such other titles.
Date: Signature of the Supervisor
Name : Mr. Sudhir M.

Designation : Assistant Professor
Institution/ : Dept. of Marketing
Organisation Address Justice K.S.Hegde Institute of Management,
Nitte
ACKNOWLEDGEMENT
On this occasion of successful accomplishment of my work, I offer my salutations
to the Almighty for having bestowed in me the ability to discharge my duties
immaculately.
I bestow my deep and adorable bowing to my renowned preceptor Mr. Sudhir. M.
Assistant Professor, Department of Marketing, Justice K.S.Hegde Institute of
Management, Nitte for his clairvoyance, indefatigable, godly guidance. His
constant inspiration and encouragement gave me considerable impetus in achieving
this milestone, is worth memorable.
I am overwhelmingly thankful to the Vice Chancellor, Kuvempu University,
Directorate of Distance Education, Shimoga for the opportunity that was provided
to pursue the studies and conduct the project work.
I extend my gratefulness to Dr S.K.Bari, Director, Dept. of Management Studies,
Kuvempu University, Directorate of Distance Education, Shimoga for the
opportunity that was provided to pursue the studies and conduct the project work.
I extend my sincere gratitude to all the Ayurvedic Physicians who extended their
support and provided me their valuable opinions and suggestions as inputs of the
study.
I am even thankful to Mr. Suresh, Co-ordinator, MBA programme, Directorate of
Distance Education, Kuvempu University, Shimoga for his esteemed help and
support during the study.
I am thankful to the services rendered Mr. Nagaraj, Clerk, Directorate of Distance
Education, Kuvempu University, Shimoga for his esteemed help and support
during the study.
I am overwhelmingly thankful for the Principal, Non-teaching Staff and
management Alva’s Ayurveda Medical College, Moodbidri, for their kind
cooperation during the study.
I would also like to acknowledge all my friends, my colleagues of Alva’s
Ayurveda Medical College, MBA classmates and relatives for their support and
cooperation during the study.
I pay my obeisance to my esteemed parents, Late Shri T.S.Bhat and Shreemati
T.Shankari.S.Bhat. for taking pain to bring up me to this position. I am highly
obliged for their support and sacrifice.
ANALYSIS OF INFLUENCE OF MARKETING ON SALE OF AYURVEDIC DRUGS i

I would also like to acknowledge my in laws Shri Gopalakrishna Bhat M. and
Shreemati Jayanthi M for their untiring supports and pains that are shared with me
during the study.
Likewise, the help and support of my wife Dr. Shreevidya M and daughter Dhatri,
needs a special mention.
I seek pardon and apologize for any errata, which still remains a version.
Date:
Place: Shimoga Dr. Mahesh T.S.
ANALYSIS OF INFLUENCE OF MARKETING ON SALE OF AYURVEDIC DRUGS ii

CONTENTS
Sl.
Content Page no.
No.
1. ACKNOWLEDGEMENT i
2. LIST OF TABLES iv
3. LIST OF FIGURES v
4. INTRODUCTION 1
5. REVIEW OF RELATED LITERATURE 5
6. STATEMENT OF PROBLEM 31
7. METHODOLOGY 33
8. RESULTS AND DISCUSSION 46
9. SUMMARY AND CONCLUSION 51
10. BIBLIOGRAPHY I
11. APPENDICES III
ANALYSIS OF INFLUENCE OF MARKETING ON SALE OF AYURVEDIC DRUGS iii

LIST OF TABLES
Table No. Title of the table
1. Ranking of the Companies based on Preferences
2. Total Products Bought
3. Average of Bought Products
4. Rate on High Price variations
5. Rate on Least quality Product
6. Rate on Least Promotion
7. Rate on Easy Availability
8. Overall rate on Marketing Mix
Comparison of Average of Bought Products with Rate on High
9.
Price variations
Comparison of Average of Bought Products with Rate on Least
10.
quality Product
11.
Promotion
Comparison of Average of Bought Products with Rate on Easy
12.
Availability
Comparison of Average of Bought Products with Overall rate on
13.
Marketing Mix
ANALYSIS OF INFLUENCE OF MARKETING ON SALE OF AYURVEDIC DRUGS iv

LIST OF CHARTS
Chart No. Title of the table
1. Ranking of the Companies based on Preferences
2. Total Products Bought
3. Average of Bought Products
Comparison of Average of Bought Products with Rate on High
9.
Price variations
10.
quality Product
11.
Promotion
Comparison of Average of Bought Products with Rate on Easy
12.
Availability
Comparison of Average of Bought Products with Overall rate on
13.
Marketing Mix
ANALYSIS OF INFLUENCE OF MARKETING ON SALE OF AYURVEDIC DRUGS v

INTRODUCTION
“Nurture your mind with great thoughts to believe in the heroic makes hero”
- Benjamin Disraeli
INTRODUCTION
Chapter I
INTRODUCTION
Marketing is a social and managerial process by which individuals and groups
obtain what they need and want through creating and exchanging products and
values with others. It is used to create the customer, to keep the customer and to
satisfy the customer. With the customer as the focus of its activities, it can be
concluded that marketing management is one of the major components of business
management. The evolution of marketing was caused due to mature markets and
overcapacities in the last decades. Companies then shifted the focus from
production more to the customer in order to stay profitable.
The term marketing concept holds that achieving organizational goals depends on
knowing the needs and wants of target markets and delivering the desired
satisfactions. It proposes that in order to satisfy its organizational objectives, an
organization should anticipate the needs and wants of consumers and satisfy these
more effectively than competitors. A firm in the market economy survives by
producing goods that persons are willing and able to buy. Consequently,
ascertaining consumer demand is vital for a firm's future viability and even
existence as a going concern. Many companies today have a customer focus (or
market orientation). This implies that the company focuses its activities and
products on consumer demands.
In the early 1960s, Professor Neil Borden at Harvard Business School identified a
number of company performance actions that can influence the consumer decision
to purchase goods or services. Borden suggested that all those actions of the
company represented a “Marketing Mix”. Professor E. Jerome McCarthy, at the
Michigan State University in the early 1960s, suggested that the Marketing Mix
contained 4 elements product, price, place and promotion. Optimizing the
marketing mix is the primary responsibility of marketing. By offering the product
with the right combination of the four Ps marketers can improve their results and
marketing effectiveness. Making small changes in the marketing mix is typically
considered to be a tactical change.
ANALYSIS OF INFLUENCE OF MARKETING ON SALE OF AYURVEDIC DRUGS 1

INTRODUCTION
This is true for any product, which includes the Ayurvedic medicinal products too.
The products of Ayurvedic medicine are the ones that were not marketed earlier
unlike the other commercial products because they were under the consideration of
medicines. It is a true fact that any medicine should not be used irrationally and if
used it is bound to cause unwarranted effects and problems to the individual who
uses it. Moreover, commercial production of Ayurvedic medicines are only seen in
the recent decades when the demand is increased and the physician is not able to
fulfill it by preparing it himself.
With the changing situation of lifestyles, where every individual finds less or no
time to prepare the basic modes of administration, everyone asks for the supply of
readily available and immediate usable medicinal preparations. This gave rise to
the new field namely the Ayurvedic Drug Industry comprising of around 7000
companies preparing about 1000 single drug and 8000 compound drug
formulations.
With the advent of the Industry, there was intense competition which resulted in
the constitution of Research and Development wing. This wing dealt with the
preparation of new and effective formulation which addresses the various
expectations of the consumers. Such medicines were patented by the company and
gave rise to a new class of medicines namely the patented medicines.
These patented medicines have to be marketed efficiently for the purpose of selling
it and gaining profits. But the classical medicines have been known from the texts
and the physicians who prescribe also know its uses completely. Hence, marketing
of such medicines is quite easier compared to patent medicines.
Being the birthplace of Ayurveda, the Indian marketplace for Ayurvedic products
is more established compared to other parts of the world, particularly the U.S.
Additionally there is no category called “dietary supplements” in India yet,
although that is likely to change in the near future (see side bar on page 47 for
more details). The Indian Food Drug and Cosmetic Act has grandfathered
Ayurveda and as such products are regulated as drugs. Any product based on the
classical Ayurvedic formulary can be sold in the Indian market without any prior
approval. Being classified as a drug, health and disease claims are permitted. While
there are many products sold “over the counter,” a majority of the products are
required to place the statement that the product must be used under the supervision
of an Ayurvedic physician.

INTRODUCTION
The other difference between India and the U.S. is that there is widespread
acceptance of Ayurveda as a treatment option in India. There are more than 700
Ayurvedic hospitals with more than 35,000 beds and 435,000 Ayurvedic
physicians All of this makes treatments and product prescriptions more readily
accessible compared to the U.S.
But it is also true that not all Indian consumers are knowledgeable about or
accepting of Ayurveda. As a matter of fact, mainstream Indian consumers, much
like their U.S. counterparts, prefer conventional allopathic medicines. Sales of the
Indian pharmaceutical industry far outpace sales of the Ayurvedic industry.
However, this is changing. Traditional and natural medicines are now becoming
more popular in India, in part due to fewer side effects as compared to
conventional drugs. Ayurvedic herbal medicines in India also cost less than drugs.
The retail value of the Ayurvedic products market in India is estimated to be
around $1.2 billion (2005 figures) and is expected to reach $2.6 billion by 2012.
As the Ayurvedic drug industry deals mainly with those of herbal, mineral, animal
or their combination drugs, the quality of the raw material and in turn the quality of
the products play a very important role in marketing when compared to the other
three elements of marketing mix.
Thus, to determine the influence of marketing, its concepts on the sale of
Ayurvedic drugs the study is undertaken.
Plan of the study:
The present study is intended to carry out in the following headings.
1. Review of related literature
2. Statement of Problem
3. Methodology
4. Results and Discussion
In this part of the study, description regarding Ayurvedic drugs, marketing
concepts from the various texts and relative modern knowledge will be collected
together and presented.
The problem that has been taken up for the project is stated in clear terms along
with the description of objectives, enumeration of variables of the study, definition
of the relative technical terms used in the study is done.

INTRODUCTION
3. Methodology
This chapter is the core of the entire study. It deals with the method used for the
collection of data and then its analysis to establish or reject the hypothesis of the
concerned study is elaborately explained in the chapter.
The results and drawn from the above analysis are presented in this chapter. The
results are then discussed for its implications with respect to the study of the
project.
Presentation of the Project:
The study of the project is presented in the following manner:
1. Introduction
4. Methodology
6. Summary and Conclusion
7. References
8. Appendices

REVIEW OF RELATED
LITERATURE
“A man should look for what is and not for what he thinks should be”
- Aristotle
REVIEW OF RELATED LITERATURE
Chapter II
REVIEW OF RELATED
LITERATURE
2.1 Introduction on Drugs –
The word drug is derived from the French word ‘drogue’1 which means a ‘dry
herb’1. A drug is defined as ‘Any substance used for the purpose of diagnosis,
prevention, relief or cure of disease in man or animals’1.
According to WHO ‘A drug is any substance or product that is used or intended to
be used to modify or explore physiological systems or pathological states for the
benefit of the recipient’1.
There are various sources of drugs namely, Minerals, Animal, Plant, Micro-
organisms, Synthetic, Genetic engineering and Hybridoma techniques2. The system
of Ayurveda embraces within its folds drugs of plant, animal and mineral origin,
both single drugs and compounded drug formulations.
2.2 Reviews about Ayurvedic Drugs –

2.2.1 Introduction –
Ayurveda is a medical science that has much wider recognition and prevalence
mainly confined to India right from the past as early as dawn of human civilization
and the Vedic Period to the present. Out of the total number of 15,000 plant species
in India, about 2000 are known to have medicinal properties and some of them are
used as even home remedies in the rural and remotest parts of the country3.
Although, Ayurveda does not rule out any substance from being used as a potential
source of medicine, presently about 1000 single drugs and 8000 compound
formulations of recognised merit are in vogue4. All the main classical works on
Ayurveda, such as Caraka Samhita, Sushruta Samhita, Astanga Sangraha, Astanga
Hridaya, etc. deal with drugs, their composition and action in addition to the other
aspects of the medical system. These texts not only mention the compound
formulations but also single drug formulations.

It is to be observed that the writers and propagators of these texts were mainly
Ayurvedic practitioners of their time or belonging to their genealogy. As a result
there was successful identification, preparation and proper utilization of the drugs
either in their single or compound form. But during the recent period of
modernization of India, the changes that have resulted in the social and economic
conditions have led to the growth of urbanization and rapid deforestation. As a
result, the Ayurvedic physicians took to cities and lost their contact with the forests
and drug sources. Thus, the Ayurvedic practitioner could no longer process and
prepare his own medicines as in the past, but had to depend on others to cater his
need. It is due to this developed conditions and newer socio – economic set up that
resulted in the rise of Ayurvedic Drug Manufacturing Industry. This gave birth to
crude drug supplying agencies and commercial manufacture of Ayurvedic
medicines. This gave rise to a new segment of market which needed the supply of
prepared Ayurvedic medicines and in the same way a new set of industry which
dealt with the drug manufacturing sector for Ayurveda.
2.2.2 Classification of Ayurvedic Drugs –
On through study of various available references the Ayurvedic drugs can be
classified into 2 types namely
a. Single Drug preparations
b. Compound Drug preparations
Single Drug Preparations – The single drug preparations consists of only one drug
which are of either Herbal or Animal or Mineral in origin. These can be sub-
classified into 3 types namely,
a. Classical formulations – Classical Formulations of Single drugs are those
which are mentioned in the authentic texts of Ayurveda which are enlisted
in the Drugs and Cosmetic Act of 1940. These formulations use only one
drug and are prepared with reference to the texts.
These kinds of formulations are rarely observed as marketed products in the
country. But it is one of the common advices that an Ayurvedic Physician
gives during the time of consultation to his patients which are again based
on experience and knowledge that he possess.
b. Folklore formulations – Folklore Formulations of Single drugs are those
which are generally not mentioned in any of the texts but are basically
practiced on the basis of the knowledge and experience that a folklore

practitioner who is an unqualified physician and doesn’t belong to the

science of Ayurveda.
These formulations are more prevalent in the rural areas than in the urban
region. Hence marketing of such preparations is purely by those individuals
who have experienced the effects of the formulation.
c. Extracts of Single herbs – Extracts of Single herbs is the newest
development in the area of herbal drug manufacturing. Here extracts are
obtained from complete crude drug and are believed to have a similar or
even more effect with respect to crude drugs. The extraction procedure is
more sophisticated and is not performed by any physician himself. The
procedure of extraction is generally patented by the manufacturer and
hence an extract, even though may be of the same drug, but the method is
generally believed to be different.
Thus, the advancement being a recent in the period of development, it
needs to have a greater marketing strategy and promotions for the
acceptance of the same by the society.
Compound Drug Preparations – A compound drug preparation is considered as
that class of Ayurvedic drugs which consist of 2 or more drugs in the formulation.
These formulations are classified into 3 types
a. Classical Drug preparations – The classical drug compound preparations
are those which are mentioned in the authentic texts of Ayurveda which are
enlisted in the Drugs and Cosmetic Act of 1940. The preparations so
mentioned were originally prepared by the physicians of Ayurveda to treat
their patients earlier as a practice, but have been stopped by those of
modern times due to lack of facilities, drugs, transportation, etc.
These kinds of formulations are rarely observed as marketed products in the
country. But it is one of the common advices that an Ayurvedic Physician
gives during the time of consultation to his patients which are again based
on experience and knowledge that he possess.
b. Folklore Drug preparations – Folklore preparations are those which are
mixtures of herbal or mineral drugs’ Bhasmas which are not mentioned in
any texts but have been used generally by the practitioner merely by
experience and preaches that had been given to him by his predecessors.

These formulations are more prevalent in the rural areas than in the urban
region. Hence marketing of such preparations is purely by those individuals
who have experienced the effects of the formulation.
c. Patent Drug preparations – Patent drug preparations are a set of
combination of herbal, mineral or both drugs which are developed by the
respective manufacturing companies after a thorough Research and testing.
They have been said to have established by a scientific process but have not
been in any way mentioned in any classical texts. These may also be those
preparations which have been rampantly used in folklore practice and has
been established with a strong scientific background.
Thus, the advancement being a recent in the period of development, it
needs to have a greater marketing strategy and promotions for the
acceptance of the same by the society.
These various preparations either single or compound formulations of all the
groups are in different pharmaceutical forms. These Pharmaceutical forms that are
explained classically are as given below:
a. Asava and Arista – Asavas and Aristas are medicinal preparations made
by soaking the drugs either in powder form or in the form of decoction, in a
solution of sugar or jaggery, as the case may be, for a specified period of
time, during which it undergoes a process of fermentation generating
alcohol, thus facilitating the extraction of the active principles contained in
the drugs. The alcohol, so generated, also serves as a preservative5.
b. Arka – Arka is a liquid preparation obtained by distillation of certain
liquids or of drugs soaked in water using the Arkayantra or any convenient
modern distillation apparatus6.
c. Avaleha and Paka – Avalehya or Lehya is a semi-solid preparation of
drugs, prepared with the addition of jaggery, sugar or sugar-candy and
boiled with prescribed drug juice or decoction7.
d. Kwatha Churna – Coarse powder of certain drugs or combination of
certain drugs which are kept ready for the preparation of kwatha or
decoction are known as Kwatha chruna8.
e. Guggulu – Guggulu are the exudates obtained from a plant Commophora
mukul Linn. Preparations having this exudate as a main ingredient are
known as Guggulu9.

f. Ghrita – Ghritas are preparations in which ghee is boiled with prescribed

Kashayas (decoction) and Kalkas (Pastes) of drugs according to the
formula. This process ensures absorption of the active therapeutic
principles of the ingredients used. In other words, these are preparations
which have ghee as base. The source of ghee is also according to the
formula, but generally Goghrita (Ghee prepared from cow’s milk) is used
in majority of preparations10.
g. Churna – Churna is a fine powder of drugs or a single drug11.
h. Taila - Tailas are preparations in which oil is boiled with prescribed
Kashayas (decoction) and Kalkas (Pastes) of drugs according to the
formula. This process ensures absorption of the active therapeutic
principles of the ingredients used. In other words, these are preparations
which have oil as base. The source of oil is also according to the formula,
but generally Tila Taila (Sesamum oil) is used in majority of preparations12.
i. Dravaka – Dravakas are liquid preparations obtained from Lavanas (Salts)
and Ksharas (Alkalies) by the process of distillation13.
j. Kshara – Ksharas are alkaline substances obtained from the ash of herbal
drugs14.
k. Lepa – Medications in the form of a paste used for external applications are
called as Lepas. These are generally fine powders of the ingredients of the
formulation which are packed together and are supposed to be mixed with
the liquid specified by the physician15.
l. Vati and Gutika – Medicines prepared in the form of tablets or pills are
known as Vati and Gutika. These are made of one or more drugs of plant,
animal or mineral origin or a mixture of them16.
m. Vartti, Netrabindu and Anjana – Medicines used externally for the eye
come under the category of Vartti (Eye wicks), Netrabindu (Eye Drops)
and Anjana (Collyrium) 17.
n. Sattva – Sattva is a water extractable solid substance collected from a drug
after a specific process18.
o. Kupipakva Rasayana – Drugs of mineral and metallic origin
(Rasaushadhi) is well mixed together into a fine powder form and are
placed in a glass flask and heated. The obtained medicinal preparation is
known as Kupipakva Rasayana19.

p. Parpati – Parpati is a medicinal preparation which is in the form of flakes

of the compound that are mentioned in the formulation. These preparations
are herbo-mineral or mineral in combination20.
q. Pisti – Pistis are prepared by triturating the drug with the specified liquids
and exposing to sun or moon light. They are termed as Anagnitapta Bhasma
(Bhasma prepared without the medium of fire) 21.
r. Bhasma – Powder of a substance obtained by calcination is called Bhasma.
It is applied to the metals and minerals and animal products which are by
various specific special processes are calcinated in closed crucibles in
muffle furnaces22.
s. Mandura – These are preparations containing Shodhita Mandura (Iron
oxide) along with other drugs23.
t. Rasayoga – Preparations containing mineral drugs as main ingredients are
called Rasayogas. They may be in pill form or in powder form24.
u. Lauha – Lauhas are preparations of Loha Bhasma (Iron incinerated
powder) as main ingredient added to other drugs25.
Other than these with the recent advancement in science and technology, there is
induction of newer techniques and machineries giving rise to new forms of
pharmaceutical preparations in the field of Ayurveda which are as explained
below.
a. Dusting Powders – These are meant for external application to the skin
and are generally applied in a very fine state to avoid local irritation26.
b. Dentifrices – These are applied with the help of tooth brush for cleaning
the surface of the teeth27.
c. Granules – These are the drugs which are mixed with sugar, flavouring
agent and a granulating agent to prepare a coherent mass which is passed
through a sieve to convert it into granules28.
d. Tablets – These are solid dosage forms of medicament or medicaments
which are prepared by moulding or by compression29.
e. Capsules – The capsules are solid unit dosage form in which one or more
medicaments and inert substances are enclosed within a small shell,
generally prepared from a suitable form of gelatine30.
f. Syrups – Simple syrup is a saturated solution of sucrose in purified water.
They are sweet viscous preparations31.

g. Elixirs – Elixirs are sweet aromatic preparations and are usually coloured32.
h. Linctuses – Linctuses are viscous liquid and oral preparations that are
generally prescribed for the relief of cough33.
i. Liniments – Liniments are liquid and semi-liquid preparations meant for
application to the skin34.
j. Lotions – Lotions are liquid preparations meant for external application
without friction. They are applied on the skin with some absorbent
materials like cotton35.
k. Sprays – Sprays are preparations of drugs in media which may be aqueous,
alcoholic or glycerine36.
l. Emulsions – An emulsion is a biphasic liquid preparation containing two
immiscible liquids, one of which is dispersed as minute globules into the
other37.
m. Suspensions – The suspensions are the biphasic liquid dosage form of
medicament in which finely divided solid particles are dispersed in a liquid
or semisolid vehicle38.
n. Ointments – Ointments are semi-solid preparations meant for application
to the skin or mucous membrane39.
o. Jellies – Jellies are transparent or translucent, non-greasy, semi-solid
preparation mainly used for external application to the skin40.
2.2.3 Ayurveda and Globalization –
Ayurveda deals with the preventive and curative aspects of health. It comes under
the classification of Traditional Medicine (TM) as per the specifications of W.H.O
and is in the process of acquiring international recognition. Globalization has
brought opportunities for exploitation of the global market for traditional medicine
and its practitioners. Traditional Medicines have an annual share of millions of
dollars in the world market. Ayurveda can definitely claim a good share of it, if it
meets international standards.
Globalization has helped nations to claim intellectual property rights for traditional
knowledge including traditional medicine. The TRIPS Agreement reflects this. The
traditional Chinese medicine has already secured a good share of the world market.
They could achieve this through internal regulations and Constitutional
protections.

The Chinese Constitution of 1949 has recognized and defined the role of
traditional Chinese medicine in the health care system. A national policy was
evolved with sound legal support. Vietnam adopted a national policy on traditional
medicine in 195541.
The Republic of Korea adopted a national policy on traditional medicine in 1969.
Even small countries like Singapore have already made substantial progress in this
matter. They have made an attempt for regulation of the practice of traditional
Chinese medicine by the enactment of a Traditional Chinese Medicine
Practitioners Act, 2000 (Act No. 34 of 2000), which is broadly in conformity with
the WHO guidelines. This has helped those countries to attain international
recognition for their traditional medicine and thereby get a share from the
international market41.
Their legal support to the traditional medicine has helped them to get them
classified by WHO in the group of countries as having integrative approach to
traditional medicine, whereas India, with so much of knowledge and practice and
acceptance of traditional medicine among its people stands clubbed with countries
having only an inclusive approach to traditional medicine. As far as India is
concerned, it could bring out a Draft National Policy on Indian System of
Medicine only by the year 2001 and it still remains in an embryonic stage. As
public health is a subject coming in the Concurrent List in the Constitution of
India, both the Central and State Governments are entitled to bring in legislation in
this area. Kerala being a State having wide recognition for Ayurveda can definitely
take the lead in these matters. As such, it would only be appropriate for the State of
Kerala to bring in a State Policy and a State law, which can act as a role model for
rest of India to follow. It is high time that the draft policy of the Government of
India is transformed into action by appropriate comprehensive legislation.
The existing law being thoroughly inadequate and perhaps counter productive,
there is need for a comprehensive legislation for regulation, registration and
standardization including quality control in conformity with International Trade
Rules. Apart from this, legislation is required for protection from bio-piracy and
protection of Intellectual Property Rights. Further, control and regulation of drugs
and cosmetics manufacturing, framing of guidelines for internal patenting of
proprietary Ayurveda medicines and Product Information and Regulation are
essential. The enactment of a comprehensive Health Professions Act or at least an

Indian Medicine Practitioners Act is the need of the hour. Consumer Protection in
its various facets, insurance coverage for Ayurvedic treatment and finally the
integration of Indian System of Medicine with the National Health Care System
are mandated. Any attempt for legislation should address these aspects.
2.2.4 Quality control and standardization in Ayurveda –
Quality control in the process and products is an area where the law has to
intervene. The first and foremost aspect is education and its standard which must
be revamped. Separate Universities, either under the State or Central legislation,
should be established for Ayurveda. Research Centers must be brought under the
Universities or special Boards.
Further, it is essential to ensure the safety, efficacy and quality of drugs and ensure
that the legal and regulatory mechanisms are set up to maintain the quality of drugs
and that they perform their role. Ayurveda can play a role in the health system of a
country only if the drugs have been prepared in a manner that inspires confidence
in the public for the use of such drugs with the Government support. This is
possible when there is complete configuration of related Pharmacopoeias for all
drugs, observance of GMP, declaration of ingredients in labels, valid of therapeutic
claims of P.P medicines, inscription of expiry dates, use of only permissible
excipients and frequent testing of survey and statutory samples. States should be
encouraged and supported to set up State Drug Testing Laboratories and to
renovate and modernize pharmacies. The Industries should be encouraged to make
use of Quality Certification Scheme validated by a Statutory Body for batch-by-
batch testing and a special drive should be made to stop misleading advertisements.
The application of the Magic Remedies and Objectionable Advertisement Act
should be reviewed in relation to the ISM sector and an “ISM Product Information
and Regulation Act” may be enacted. Quality Control Centers should be set up or
recognized on a regional basis to standardize the in-process quality control of ISM
products, modernize traditional processes without changing the concepts of ISM.
While framing policies and bringing out legislation, it has to be born in mind that
the deliberations and formulation of guidelines by WHO on the subject be adhered
to for attaining international recognition for Ayurveda.
2.2.5 The Ayurveda Industry
The science of Ayurveda can attain its objectives only if it is technologically made
viable. Technological viability requires large scale industrial production of

Ayurvedic medicines. To achieve this end, the ISM industry should be declared as
a priority Industry and as a Green Industry. There must be 100% Tax exemption on
funds contributed to Medicinal Plants Board by Industry and no Central Sales Tax
shall be levied on identified cultivated Medicinal Plants traded as raw material.
Tax benefits ought to be given to companies using cultivated herbs. Income tax
exemption should be given to ISM Practitioners/Consultants earning Foreign
Exchange. Access to bank loans should be facilitated for undertaking completion
of measures set out in GMP. The use of Classical preparations should be
encouraged with adoption of modern dosage form and follow reasonable shelf-life
periods for drugs and formulations. Guidelines should be framed for patent and
proprietary Ayurveda medicines and manufactures should be encouraged to have
efficacy and safety studies conducted before licenses are granted for new PP
medicines. These measures help to expedite export of Ayurvedic medicines and
services to other countries to secure foreign exchange so vital for the revival and
survival of the system.
The Indian System of Medicine as a whole gets only 2% of the total health budget
of the nation, while 98% goes to the western type modern medicine41. A corrective
policy needs to be initiated so that ISM can fully realize its potential and occupy a
much larger share of the health services as otherwise, it would not be possible for
Ayurveda to realize its share of the global market.
Now, therefore, consolidation, codification and up-gradation of the law, in tune
with global standards on traditional medicines, have become essential for
Ayurveda to claim its due share of the national and global markets. Adoption of
such a policy will be in tune with the public policy of making medicines available
to the poor at affordable prices.
2.3 Reviews about Marketing –

Marketing is a "social and managerial process by which individuals and groups
obtain what they need and want through creating and exchanging products and
values with others."42 It is an integrated process through which companies create
value for customers and build strong customer relationships in order to capture
value from customers in return. Marketing is used to create the customer, to keep
the customer and to satisfy the customer.

The term marketing concept holds that achieving organizational goals depends on
knowing the needs and wants of target markets and delivering the desired
satisfactions. It proposes that in order to satisfy its organizational objectives, an
organization should anticipate the needs and wants of consumers and satisfy these
more effectively than competitors.
The Chartered Institute of Marketing defines marketing as "the management
process responsible for identifying, anticipating and satisfying customer
requirements profitably."42 A different concept is the value-based marketing which
states the role of marketing to contribute to increasing shareholder value. In this
context, marketing is defined as "the management process that seeks to maximise
returns to shareholders by developing relationships with valued customers and
creating a competitive advantage."42
Marketing practice tended to be seen as a creative industry in the past, which
included advertising, distribution and selling. The overall process starts with
marketing research, market segmentation, business planning and execution and
ending with pre and post-sales promotional activities. The marketing literature is
adept at renovating itself and its vocabulary according to the times and the culture.
2.3.1 History of marketing –
The marketing orientation evolved from earlier orientations namely the production
orientation, the product orientation, Sales orientation and the selling orientation43.
Much of traditional marketing practice prior to the twentieth century remained
hidebound by rules-of-thumb and lack of information. Information technology,
especially since the mid-twentieth century, has given the marketers new channels
of communication as well as enhanced means of aggregating and analyzing
marketing data. Specializations have emerged especially in the areas of analyzing
sales versus marketing, advertising versus retailing and the re-combined business
development over the years. The timeline suggests that the time of innovation of
marketing concepts and its development started way back in the mid 15th century.
The chronological list of this development with their milestones is presented in the
following manner.
2.3.1.1 Timeline of innovation43
 1450: Gutenberg's metal movable type, leading eventually to mass-production
of flyers and brochures.

 1730s: emergence of magazines (a future vector of niche marketing).

 1836: first paid advertising in a newspaper (in France).
 1839: posters on private property banned in London.
 1864: earliest recorded use of the telegraph for mass unsolicited spam.
 1867: earliest recorded billboard rentals.
 1880s: early examples of trademarks as branding.
 1905: the University of Pennsylvania offered a course in "The Marketing of
Products".
 1908: Harvard Business School opens.
 1922: radio advertising commences.
 1940s: electronic computers developed.
 1941: first recorded use of television advertising.
 1950s: systematization of telemarketing.
 1970s: E-commerce invented.
 1980s: development of database marketing as precursor to CRM.
 1980s: emergence of relationship marketing.
 1980s: emergence of computer-oriented spam.
 1984: introduction of guerrilla marketing.
 1985: desktop publishing democratizes the production of print-advertising.
 1991: Integrated marketing communications gains academic status.
 1990s CRM and IMC (in various guises and names) gain dominance in
promotions and marketing planning.
 1995-2001: the Dot-com bubble temporarily re-defines the future of marketing.
 1996: identification of viral marketing.
 2000s: Integrated marketing gains acceptance and in 2002 its first dedicated
academic research centre.
2.3.1.2 Periodization
The periodization of the complete timeline of development into a marketing
standard chronology43 can be subdivided into the following eras as mentioned
below:
1. Production orientation era
2. Product orientation era
3. Sales orientation era

4. Market orientation era

5. Customer orientation
A detailed description is being provided below:
2.3.1.2.1 Production orientation
Production is defined as “Processes and methods employed in transformation of
tangible inputs (raw materials, semi-finished goods, or subassemblies) and
intangible inputs (ideas, information, know how) into goods or services44.”
A firm focusing on a production orientation specializes in producing as much as
possible of a given product or service. Thus, this signifies a firm exploiting
economies of scale, until the minimum efficient scale is reached. A production
orientation may be deployed when a high demand for a product or service exists,
coupled with a good certainty that consumer tastes do not rapidly alter (similar to
the sales orientation) 42.
A production orientation dominated business thought from the beginning of
capitalism to the mid 1950s, and some] argue it still exists in some industries.
Business concerned itself primarily with production, manufacturing, and efficiency
issues. Say's Law encapsulated this viewpoint, stating: "Supply creates its own
demand"43. To put it another way, "if somebody makes a product, somebody else
will want to buy it". This orientation rose to prominence in an environment which
had a shortage of manufactured goods relative to demand, so goods sold easily.
Implications of this orientation include43:
 narrow product-line(s)
 pricing based on the costs of production and distribution
 research limited to technical product-research
 packaging designed primarily to protect product
 minimal promotion and advertising, limited to raising awareness of the
existence of the product
 consumers more interested in simply obtaining the product, and less in its
quality
As of 2009 one sees examples of production-orientation marketing in individual
companies rather than in whole industries because of increased competition. One
might argue that some elements of the production orientation appear in the
electronics industry where firms manufacture large quantities of low-cost, low-
price goods when they know that a market exists. As a possible supplementary

factor, one can usually replace an electronic product much more cheaply than
fixing it.
2.3.1.2.2 Product orientation
In the context of Marketing mix, Product is defined as “the Good or service that
most closely meets the requirements of a particular market or segment and yield
enough profit to justify its continued existence”45.
A Product Orientation is defined as “Business approach or philosophy in which
whatever the firm makes or supplies is the focus of the management's attention.”46
A firm employing a product orientation is chiefly concerned with the quality of its
own product. A firm would also assume that as long as its product was of a high
standard, people would buy and consume the product42.
In a product innovation approach, the company pursues product innovation, tries to
develop a market for the product. Product innovation drives the process and
marketing research is conducted primarily to ensure that profitable market
segment(s) exist for the innovation. The rationale is that customers may not know
what options will be available to them in the future so we should not expect them
to tell us what they will buy in the future. However, marketers can aggressively
over-pursue product innovation and try to overcapitalize on a niche. When
pursuing a product innovation approach, marketers must ensure that they have a
varied and multi-tiered approach to product innovation. Many firms, such as R and
D focused companies, successfully focus on product innovation.
From the beginnings of capitalism it was assumed that the key requirement of
business success was a product of high technical quality. If a product is produced
that worked well and was durable, it was assumed that it would have no difficulty
in selling them at a profit. This was called the production orientation47.
It was generally true that good products could be sold without effort, encapsulated
in the saying "Build a better mousetrap and the world will beat a path to your
door." This was largely due to the growing numbers of affluent and middle class
people that capitalism had created47.
2.3.1.2.3 Sales orientation
Sale is defined as “The Contract involving transfer of the possession and
ownership (title) of a good or property, or the entitlement to a service, in exchange
for money or value. Essential elements that must be present in a valid sale are (1)
competence of both the buyer and seller to enter into a contract, (2) mutual

agreement on the terms of exchange, (3) a thing capable of being transferred, and
(4) a consideration in money (or its equivalent) paid or promised.48”
Sales orientation is defined as “Business approach or philosophy that focuses on
pushing sales of whatever the firms’ makes or supplies, through promotions and
sales calls.49”
A firm using a sales orientation focuses primarily on the selling/promotion of a
particular product, and not determining new consumer desires as such.
Consequently, this entails simply selling an already existing product, and using
promotion techniques to attain the highest sales possible42.
The untapped demand caused by the Second World War was saturated in the 1950s
it became obvious that products were not selling as easily as they had been. The
answer was to concentrate on selling. The 1950s and 1960s is known as the sales
era and the guiding philosophy of business of the time is today called the sales
orientation.
Such an orientation may suit scenarios in which a firm holds dead stock, or
otherwise sells a product that is in high demand, with little likelihood of changes in
consumer tastes diminishing demand.
2.3.1.2.4 Market orientation
Market is defined as “Actual or conceptual place in commercial world where
forces of demand and supply operate, and where buyers and sellers interact
(directly or through intermediaries) to trade goods, services, or contracts or
instruments, for money or barter.50”
Market for a particular item is made up of existing and potential customers who
need it and have the ability and willingness to pay for it. All markets, ultimately,
consist of people. Market orientation is defined as “Business approach or
philosophy that focuses on identifying and meeting the stated or hidden needs or
wants of the customers, through its own or acquired products.51”
The marketing orientation is perhaps the most common orientation used in
contemporary marketing. It involves a firm essentially basing its marketing plans
around the marketing concept, and thus supplying products to suit new consumer
tastes.
The 1970s also saw the rise of the marketing oriented firm. In the early 1970s
Theodore Levitt and others at Harvard argued that the sales orientation had things
backward. They claimed that instead of producing products then trying to sell them

to the customer, businesses should start with the customer, find out what they
wanted, and then produce it for them47. The customer became the driving force
behind all strategic business decisions. This marketing orientation, in the decades
since its introduction, has been reformulated and repackaged under numerous
names including customer orientation, marketing philosophy, customer intimacy,
customer focus, customer driven, and market focused.
2.3.1.2.5 Consumer orientation
Customer is defined as “Entity that receives or consumes products (goods or
services) and has the ability to choose between different products and suppliers or
the Entity directly served by an organization52”
The consumer is defined as “The End user, and not necessarily a purchaser, in the
distribution chain of a good or service.53”
The end user may be an individual or a firm or an organization according to the
product which the producer produces. Accordingly, the orientation has developed
and derived several contemporary approaches.
Recent approaches in marketing is the relationship marketing with focus on the
customer, the business marketing or industrial marketing with focus on an
organization or institution and the social marketing with focus on benefits to the
society. New forms of marketing also uses the internet and are therefore called
internet marketing or more generally e-marketing, online marketing, desktop
advertising or affiliate marketing. It tries to perfect the segmentation strategy used
in traditional marketing. It targets its audience more precisely, and is sometimes
called personalized marketing or one-to-one marketing.
2.3.2 Marketing Research
Marketing research is the systematic gathering, recording, and analysis of data
about issues relating to marketing products and services. The term is commonly
interchanged with market research; however, expert practitioners may wish to
draw a distinction, in that market research is concerned specifically with markets,
while marketing research is concerned specifically about marketing processes.
Marketing research is often partitioned into two sets of categorical pairs54, either
by target market:
 Consumer marketing research, and
 Business-to-business (B2B) marketing research
Or, alternatively, by methodological approach54:

 Qualitative marketing research, and

 Quantitative marketing research
Consumer marketing research is a form of applied sociology that concentrates on
understanding the preferences, attitudes, and behaviors of consumers in a market-
based economy, and it aims to understand the effects and comparative success of
marketing campaigns. The field of consumer marketing research as a statistical
science was pioneered by Arthur Nielsen with the founding of the ACNielsen
Company in 192354.
Thus, marketing research may also be described as the systematic and objective
identification, collection, analysis, and dissemination of information for the
purpose of assisting management in decision making related to the identification
and solution of problems and opportunities in marketing. The goal of marketing
research is to identify and assess how changing elements of the marketing mix
impacts customer behavior.
2.3.2.1 Role of marketing research
The task of marketing research is to provide management with relevant, accurate,
reliable, valid, and current information. Competitive marketing environment and
the ever-increasing costs attributed to poor decision making require that marketing
research provide sound information. Sound decisions are not based on gut feeling,
intuition, or even pure judgment.
Marketing research helps the marketing manager link the marketing variables with
the environment and the consumers. It helps remove some of the uncertainty by
providing relevant information about the marketing variables, environment, and
consumers. In the absence of relevant information, consumers' response to
marketing programs cannot be predicted reliably or accurately. Ongoing marketing
research programs provide information on controllable and non-controllable
factors and consumers; this information enhances the effectiveness of decisions
made by marketing managers.
Traditionally, marketing researchers were responsible for providing the relevant
information and marketing decisions were made by the managers. However, the
roles are changing and marketing researchers are becoming more involved in
decision making, whereas marketing managers are becoming more involved with
research. The role of marketing research in managerial decision making is
explained further using the framework of the "DECIDE" model54:

D - Define the marketing problem

E - Enumerate the controllable and uncontrollable decision factors
C - Collect relevant information
I - Identify the best alternative
D - Develop and implement a marketing plan
E - Evaluate the decision and the decision process
The DECIDE model conceptualizes managerial decision making as a series of six
steps. The decision process begins by precisely defining the problem or
opportunity, along with the objectives and constraints. Next, the possible decision
factors that make up the alternative courses of action (controllable factors) and
uncertainties (uncontrollable factors) are enumerated. Then, relevant information
on the alternatives and possible outcomes is collected. The next step is to select the
best alternative based on chosen criteria or measures of success. Then a detailed
plan to implement the alternative selected is developed and put into effect. Last,
the outcome of the decision and the decision process itself are evaluated.
2.3.2.2 Types of marketing research
Marketing research techniques come in many forms, like Ad Tracking, Advertising
Research, Brand equity research, Brand association research, Brand attribute
research, Brand name testing, Commercial eye tracking research, Concept testing,
Cool hunting, Buyer decision processes research, Copy testing, Customer
satisfaction research, Demand estimation, Distribution channel audits, Internet
strategic intelligence, Marketing effectiveness and analytics, Mystery Consumer or
Mystery shopping, Positioning research, etc.
All of these forms of marketing research can be classified as54
1. Problem-identification research
2. Problem-solving research.
For the assessment and analysis in any form of research, there are two main
sources of data - primary and secondary.
Primary research is conducted from scratch. It is original and collected to solve the
problem in hand.
Secondary research already exists since it has been collected for other purposes. It
is conducted on data published previously and usually by someone else. Secondary
research costs far less than primary research, but seldom comes in a form that
exactly meets the needs of the researcher.

Another classification of research is exploratory research and conclusive research.

Exploratory research provides insights into and comprehension of an issue or
situation. It should draw definitive conclusions only with extreme caution.
Conclusive research draws conclusions: the results of the study can be generalized
to the whole population.
Exploratory research is conducted to explore a problem to get some basic idea
about the solution at the preliminary stages of research. It may serve as the input to
conclusive research. Exploratory research information is collected by focus group
interviews, reviewing literature or books, discussing with experts, etc. This is
unstructured and qualitative in nature. If a secondary source of data is unable to
serve the purpose, a convenience sample of small size can be collected. Conclusive
research is conducted to draw some conclusion about the problem. It is essentially,
structured and quantitative research, and the output of this research is the input to
management information systems (MIS).
Exploratory research is also conducted to simplify the findings of the conclusive or
descriptive research, if the findings are very hard to interpret for the marketing
managers.
2.3.2.3 Marketing research methods
Methodologically, marketing research uses the following types of research
designs54:
Based on questioning:
Qualitative marketing research - generally used for exploratory purposes - small
number of respondents - not generalizable to the whole population - statistical
significance and confidence not calculated - examples include focus groups, in-
depth interviews, and projective techniques
Quantitative marketing research - generally used to draw conclusions - tests a
specific hypothesis - uses random sampling techniques so as to infer from the
sample to the population - involves a large number of respondents - examples
include surveys and questionnaires. Techniques include choice modelling,
maximum difference preference scaling, and covariance analysis.
Based on observations:
Ethnographic studies -, by nature qualitative, the researcher observes social
phenomena in their natural setting - observations can occur cross-sectionally
(observations made at one time) or longitudinally (observations occur over several

time-periods) - examples include product-use analysis and computer cookie traces.

See also Ethnography and Observational techniques.
Experimental techniques -, by nature quantitative, the researcher creates a quasi-
artificial environment to try to control spurious factors, then manipulates at least
one of the variables - examples include purchase laboratories and test markets
Researchers often use more than one research design. They may start with
secondary research to get background information, and then conduct a focus group
(qualitative research design) to explore the issues. Finally they might do a full
nation-wide survey (quantitative research design) in order to devise specific
recommendations for the client.
2.3.2.4 Marketing Environment
The market environment is a marketing term and refers to all of the forces outside
of marketing that affect marketing management’s ability to build and maintain
successful relationships with target customers55. The marketing environment
surrounds and impacts upon the organization. There are three key perspectives on
the marketing environment, namely56
1. Macro-environment
2. Micro-environment
3. Internal environment
The micro-environment influences the organization directly. Micro tends to
suggest small, but this can be misleading. In this context, micro describes the
relationship between firms and the driving forces that control this relationship. It is
a more local relationship, and the firm may exercise a degree of influence. It refers
to the forces that are close to the company and affect its ability to serve its
customers. It includes the suppliers, marketing intermediaries, customer markets,
competitors, and publics55.
The suppliers of a company are also an important aspect of the microenvironment
because even the slightest delay in receiving supplies can result in customer
dissatisfaction. Marketing managers must watch supply availability and other
trends dealing with suppliers to ensure that product will be delivered to customers
in the time frame required in order to maintain a strong customer relationship.
Marketing intermediaries refers to resellers, physical distribution firms, marketing
services agencies, and financial intermediaries. These are the people that help the
company promote, sell, and distribute its products to final buyers. Resellers are

those that hold and sell the company’s product. They match the distribution to the
customers and include places such as Wal-Mart, Target, and Best Buy. Physical
distribution firms are places such as warehouses that store and transport the
company’s product from its origin to its destination. Marketing services agencies
are companies that offer services such as conducting marketing research,
advertising, and consulting. Financial intermediaries are institutions such as banks,
credit companies and insurance companies.
Another aspect of microenvironment is the customers. There are different types of
customer markets including consumer markets, business markets, government
markets, international markets, and reseller markets. The consumer market is made
up of individuals who buy goods and services for their own personal use or use in
their household. Business markets include those that buy goods and services for
use in producing their own products to sell. This is different from the reseller
market which includes businesses that purchase goods to resell as is for a profit.
These are the same companies mentioned as market intermediaries. The
government market consists of government agencies that buy goods to produce
public services or transfer goods to others who need them. International markets
include buyers in other countries and includes customers from the previous
categories.
Competitors are also a factor in the microenvironment and include companies with
similar offerings for goods and services. To remain competitive a company must
consider who their biggest competitors are while considering its own size and
position in the industry. The company should develop a strategic advantage over
their competitors.
The final aspect of the microenvironment is publics, which is any group that has an
interest in or impact on the organization’s ability to meet its goals. For example,
financial publics can hinder a company’s ability to obtain funds affecting the level
of credit a company has. Media publics include newspapers and magazines that can
publish articles of interest regarding the company and editorials that may influence
customers’ opinions. Government publics can affect the company by passing
legislation and laws that put restrictions on the company’s actions. Citizen-action
publics include environmental groups and minority groups and can question the
actions of a company and put them in the public spotlight. Local publics are
neighborhood and community organizations and will also question a company’s

impact on the local area and the level of responsibility of their actions. The general
public can greatly affect the company as any change in their attitude, whether
positive or negative, can cause sales to go up or down because the general public is
often the company’s customer base. And finally, the internal publics include all
those who are employed within the company and deal with the organization and
construction of the company’s product.
The macro-environment includes all factors that can influence the organization,
but are out of their direct control. It refers to all forces that are part of the larger
society and affect the microenvironment. A company does not generally influence
any laws (although it is accepted that they could lobby or be part of a trade
organization). It is continuously changing, and the company needs to be flexible to
adapt. It includes concepts such as demography, economy, natural forces,
technology, politics, and culture55. There may be aggressive competition and
rivalry in a market. Globalization means that there is always the threat of substitute
products and new entrants.
Demography refers to studying human populations in terms of size, density,
location, age, gender, race, and occupation. This is a very important factor to study
for marketers and helps to divide the population into market segments and target
markets. This can be beneficial to a marketer as they can decide who their product
would benefit most and tailor their marketing plan to attract that segment.
Demography covers many aspects that are important to marketers including family
dynamics, geographic shifts, work force changes, and levels of diversity in any
given area.
Another aspect of the macro environment is the economic environment. This refers
to the purchasing power of potential customers and the ways in which people
spend their money. Within this area are two different economies, subsistence and
industrialized. Subsistence economies are based more in agriculture and consume
their own industrial output. Industrial economies have markets that are diverse and
carry many different types of goods. Each is important to the marketer because
each has a highly different spending pattern as well as different distribution of
wealth.
The natural environment is another important factor of the macro environment.
This includes the natural resources that a company uses as inputs and affects their
marketing activities. The concern in this area is the increased pollution, shortages

of raw materials and increased governmental intervention. As raw materials

become increasingly scarcer, the ability to create a company’s product gets much
harder. Also, pollution can go as far as negatively affecting a company’s reputation
if they are known for damaging the environment. The last concern, government
intervention can make it increasingly harder for a company to fulfill their goals as
requirements get more stringent.
The technological environment is perhaps one of the fastest changing factors in the
macro environment. This includes all developments from antibiotics and surgery to
nuclear missiles and chemical weapons to automobiles and credit cards. As these
markets develop it can create new markets and new uses for products. It also
requires a company to stay ahead of others and update their own technology as it
becomes outdated. They must stay informed of trends so they can be part of the
next big thing, rather than becoming outdated and suffering the consequences
financially.
The political environment includes all laws, government agencies, and groups that
influence or limit other organizations and individuals within a society. It is
important for marketers to be aware of these restrictions as they can be complex.
Some products are regulated by both state and federal laws. There are even
restrictions for some products as to who the target market may be, for example,
cigarettes should not be marketed to younger children. There are also many
restrictions on subliminal messages and monopolies. As laws and regulations
change often, this is a very important aspect for a marketer to monitor.
The final aspect of the macro environment is the cultural environment, which
consists of institutions and basic values and beliefs of a group of people. The
values can also be further categorized into core beliefs, which passed on from
generation to generation and very difficult to change, and secondary beliefs, which
tend to be easier to influence. As a marketer, it is important to know the difference
between the two and to focus your marketing campaign to reflect the values of a
target audience.
The internal environment consists of all factors that are internal to the
organization. Some of the company aspect of microenvironment refers to the
internal environment of the company. This includes all departments, such as
management, finance, research and development, purchasing, operations and
accounting. Each of these departments has an impact on marketing decisions. They

are generally audited by applying the 'Five Ms' which are Men, Money,
Machinery, Materials and Markets56. The internal environment is as important for
managing change as the external. As marketers we call the process of managing
internal change 'internal marketing.' When dealing with the marketing environment
it is important for a company to become proactive. By doing so, they can create the
kind of environment that they will prosper in and can become more efficient by
marketing in areas with the greatest customer potential.
It is important to place equal emphasis on the macro, micro and internal
environments and to react accordingly to changes within them. The wider
environment is also ever changing, and the marketer needs to compensate for
changes in these concepts.

REFERENCES
1. R. S. Satoskar et.al, Pharmacology and Pharmacotherapeutics, Pg. 2
2. R. S. Satoskar et.al, Pharmacology and Pharmacotherapeutics, Pg. 4
3. Ayurvedic Pharmacopoeia of India, Government of India, Pg. xv.
4. Ayurvedic Formulary of India, Government of India, Pg. xxvii
5. Ayurvedic Formulary of India, Government of India, Pg. 1
26. R. M. Mehta, Pharmaceutics, Part I, Pg. 3


41. http://en.wikipedia.org/wiki/Ayurveda_Law_and_Globalization
42. http://en.wikipedia.org/wiki/Marketing
43. http://en.wikipedia.org/wiki/History_of_marketing
44. http://www.businessdictionary.com/definition/production.html
45. http://www.businessdictionary.com/definition/product.html
46. http://www.businessdictionary.com/definition/product-orientation.html
47. http://www.lotsofessays.com/viewpaper/1695109.html
48. http://www.businessdictionary.com/definition/sale.html
49. http://www.businessdictionary.com/definition/sales-orientation.html
50. http://www.businessdictionary.com/definition/market.html
51. http://www.businessdictionary.com/definition/market-orientation.html
52. http://www.businessdictionary.com/definition/customer.html
53. http://www.businessdictionary.com/definition/consumer.html
54. http://en.wikipedia.org/wiki/Marketing_research
55. http://en.wikipedia.org/wiki/Market_environment
56. http://www.marketingteacher.com/Lessons/lesson_marketing_environment.htm

STATEMENT
OF PROBLEM
“He who asks question is a fool for a minute; he who doesn’t remains a fool forever”.
- Confuscious
STATEMENT OF PROBLEM
Chapter III
Statement of the problem in clear and Specific Terms –
Ayurvedic drugs have been used in different forms right from the ages. It is
obvious that their use and benefits have not been marketed all through the period
because the development of formulations and its use have been done directly by
the physicians. But due to the changes in situations and environment of modern
world that the forms and preparations of these medications have become
commercialized and that the responsibility is taken up by various pharmaceutical
companies. This resulted in large scale production, by different companies which
has resulted in rapid commercialization and a competitive arena for the
medications. Hence, the new setup has demanded the use of marketing concepts
for its proper trade and gain of profits. Thus, it is quite necessary to evaluate the
influence of the marketing concepts on the sale of Ayurvedic drugs.
3.2 Research Objectives –

1. To survey the use of Ayurvedic drugs of different popular companies.
2. To analyse the influence of marketing on sale of Ayurvedic Drugs
3.3 Variables –
1. Quantity of Bought Products
3.4Hypothesis –
1. H0 – Marketing has no influence on sale of Ayurvedic Drugs
2. H1– Marketing has considerable influence on sale of Ayurvedic Drugs

3.5Definitions of technical terms –

1. Company – This suggests those Pharmaceutical companies which are
related in the production of Classical or Proprietary Ayurvedic Medicines
that have been licensed by the concerned Authorities.
2. Customers – The physicians who are the customers of the companies. Their
opinions and answers for the questions form the data of the study.
3. Drugs or Medicines – The medicated preparations of Ayurveda and
Proprietary medicines which have been licensed under the Drug and
Cosmetic Act of 1940 for production and marketing the same to the
companies.
4. Promotional Activities – It refers to the promotional methods done on by
the company to propagate its products and increase the sales. It includes
visits by sales representatives, advertisements, providing samples for the
physicians, providing knowledge about the new products released through
CMEs, etc. The ranking is done on the basis of least promotion where the
one which gives least importance is rated as 1 and 12 is given to those with
high promotional activities.
5. Price variations – Price variations in the study refers to the frequency of
changes in pricing to its various products by the company. The rating is
done on the basis of consistent of pricing. Hence, rate 1 is given to those
with less consistency and has frequent changes in prices while 12 is given
to those with consistent pricing.
6. Quality of products – Quality of products refers to the perceived quality by
the physicians who are providing the valuable opinions which is based on
their experiences on their use. Rate 1 is given with poorest quality and 12
for the best quality.
7. Availability – Availability refers to the easy accessibility, supply and use of
products. Rate 1 refers to the most easily available drugs while 12 refer to
unavailable drugs.

METHODOLOGY
“The art of living lies not in eliminating but in growing with troubles”
- Abraham Lincoln
METHODOLOGY
Chapter IV
METHODOLOGY
To analyse and determine the objectives of the study, the survey of the customers
of Ayurvedic Medicines belonging to various companies in the region of
Moodbidri, were selected who where the practitioners of Ayurveda also.
To assess the influence of Marketing in the sale of Ayurvedic Medicines, a
questionnaire having 13 questions (Annexure I) was prepared and presented to the
practitioners, who had been selected to the study.
4.1Method of Research –
Survey by using Questionnaire done by presenting it to practitioners who were
practicing Ayurveda was given to 26 members.
4.2Sample –
A sample size of 12 pharmaceutical companies which are referred to have their
business in the region were taken for the study is as mentioned below.
1. Alva Pharmacy
2. Dabur
3. KAPL
4. Kottakal Ayurveda Pharmacy
5. Nagarjuna Pharmacy
6. SDP, Puttur
7. Sree Dootpapeshwar Limited
8. Himalaya Drug Company
9. New Bhuvanendra
10. Unjha Pharmacy
11. Baidyanath
12. Charak Pharmaceuticals
A sample size of 26 Clinical Practitioners or Physicians belonging to the science of
Ayurveda was taken to the study. They were requested individually to give their
opinions in the form of answers to the questionnaire which was developed in such

METHODOLOGY
a way that they have to rank each company along with give data of their amount of
purchase of number of goods taken with respect to the company.
This questionnaire also leads to the analysis of the business and the opinion of the
physicians regarding the performance and promotion of the company’s products.
4.3Tools used for collection of Data – Questionnaire as in Annexure 1
4.4Collection of Data –
The answers of the questionnaires given by the Physicians were collected and
taken as the data for analysis during the study. They are taken as Primary Data and
their means are taken as the secondary data.
The data thus obtained are tabulated and represented in a graphical form under the
following headings:
1. Ranking on preferences of the companies –
The table No. 1 and Chart No. 1 represents the preferences that the sample has with
respect to the listed companies for the purpose of buying the drugs to fulfill their
needs. Accordingly, it can be observed from the table the companies ‘Sree
Dootpapeshwar Limited’ posses the Lowest mean ranking of 2.65 while Dabur is
considered to have the highest ranking of 8.88 as per the scale.
This shows that the company ‘Sree Dootpapeshwar Limited’ is considered as the
most preferable company when compared to others while ‘Dabur’ the least
preferred one.
2. Total Products Bought –
Preferences and buying activity differ from each other in many occasions due to
the influence of 4 Ps namely, Product, Price, Place and Promotion that are
considered as the core elements of marketing mix. Thus the actual buying activities
of the physicians were taken into consideration. The observations are tabulated in
Table No. 2 and represented in Chart No. 2. Here the total number of products
bought from each company is asked in the questionnaire and it is added up together
and tabulated. It represents the total products that the company sells to the
physicians of the sample. These observations suggest that highest number of
products that is 360 products in total is bought from the company ‘Sree

METHODOLOGY
Dootpapeshwar Limited’ while least that is 60 is bought from the company

‘Dabur’.
As the above two observations are a very raw data, this is not considered for the
purpose of statistical analysis. Thus, the remaining observations were taken as the
variables of the study.
3. Average of Bought Products –
The table No. 3 and Chart No. 3 represents the observations on the average buying
activity of the sample. It is the mean of the above data mentioned in the Table No.
2 and is taken as the dependent variable to analyze the Sale of Ayurvedic drugs of
different companies.
Hence, the top selling company with mean of 13.8462 and the lowest selling
company with the mean of 2.3077 are ‘Sree Dootpapeshwar Limited’ and ‘Dabur’
respectively.
4. Rate on High Price variations –
Pricing is one of the important elements of Marketing and is one among the ‘4 Ps’
of marketing mix. The variations in price, results in variations of sale or the buying
habits of customers as well. Thus, it is taken as an independent variable of the
study. If the variation of the price is very frequent then there is a considerable
amount of fall in the sale of the company’s products. The data on the price
variations of the company based on the opinions of the customers is tabulated in
Table No. 4 and is represented in Chart No. 4.
According to the table it can be observed that the lowest rate of 1.8461 and highest
rate of 6.1153 which represents the rate of the companies KAPL and SDP, Puttur
respectively. The rating pattern for the variable suggests that lower the rate high is
the price variations. Accordingly, the company with high price variations is KAPL
and with the lowest price variations is SDP, Puttur.
5. Rate on Least quality Product –
Product is another important factor that influences the buying activity considerably
and is also considered as one among the factors of marketing mix. Thus, it is
considered as an independent variable of the study and ratings of quality of the
product of the enlisted companies are taken as a variable for the study. The
obtained data is tabulated in Table No. 5 and is represented graphically in Chart
No. 5. The pattern of rating chosen suggested that higher is the rating, then better is
the quality.

METHODOLOGY
From the table it can be observed that the highest rating was given to the company
‘Sree Dootpapeshwar Limited’ with the mean rate of 6 and the company ‘Dabur’
possessed the least rate of 1.1538 suggesting that the company is measured to have
products that are in low quality by the customers.
6. Rate on Least Promotion –
Promotion is the important factor which has the highest influence on buying
activity among all the elements in the marketing mix. Thus the importance given to
it should proportionally influence the buying activity of the target customers.
Hence, it is taken as a variable in this study. The pattern of rating the company is
on the basis of its effectiveness of promotions in the target segment. The rating
pattern is done in such a manner that the company with least effectiveness is given
1 and with the highest effectiveness is 12. The mean ratings are tabulated in Table
No. 6 and represented graphically in Chart No. 6.
According to the data obtained, it can be observed that the company ‘Alva
Pharmacy’ has least effectiveness of its promotional activities with the rating of
1.2076 and company ‘Sree Dootpapeshwar Limited’ has its promotional activity in
high effectiveness with the rating of 6.8461.
7. Rate on Easy Availability –
Availability of products is the important element of marketing mix which has a
very deep influence on the buying activity of the customers or in other words the
sale of products of the company. Thus, in this context easy availability of products
refers to proper supply, easy and regular ordering facility, etc aspects which help in
regular and continuous buying activity of the customer and is taken as an
independent variable in the study. The rating of this is scaled as 1 for the Most
easily available and 12 to the unavailable one. The mean ratings are tabulated in
Table No. 7 and represented in Chart No.7.
In view of the above observations, it is noted that the company ‘Unjha Pharmacy’
has the highest rating of 6.4231 while ‘Himalaya Drug Company’ has the least
rating of 1.2692 which suggest that the products of ‘Himalaya Drug Company’ are
easily available and that of ‘Unjha Pharmacy’ is available with great difficulty in
comparison with other companies selected for the study.
8. Overall rate on Marketing Mix –
The above variable gives rating of the company with regards to its overall
marketing performance which includes all the four Marketing elements. The

METHODOLOGY
overall rating is done with respect to its product, promotion, place and price. Here
the best among the company is given the top rating of 1 while the company with
the worst performance is given the rating of 12. The obtained mean rate of the
variable from the data is tabulated in Table No. 8 and is represented in Chart No. 8.
From the tabulated values it is perceived that the company ‘Sree Dootpapeshwar
Limited’ is the best performing company with a mean rating of 1.1583 while
‘Unjha Pharmacy’ is the worst performing company with a mean rating of 6.2250
with respect to marketing.
4.5Analysis of Data –
The tabulated data of Table No. 3, 4, 5, 6, 7, 8 are taken for analysis of the data by
statistical Methods. The data is subjected to statistical test as mentioned below:
1. Normality Test (Kolmogorov-Smirnov).
2. Linear Regression
3. t-Test
Initially the individual tables are subjected to Normality test and later the tabulated
data of Average of Bought products along with Rate on High Price variations,
Least quality Product, Least Promotion, Easy Availability and Overall rate on
Marketing Mix are compared between each other. These comparisons are tabulated
and subjected to the statistical tests namely the ‘t-test’ and ‘Linear Regression’.
4.5.1 Normality Test –
Normality refers to the assumption (contained within parametric tests) that a
population follows a standard, "bell" shaped Gaussian distribution, also known as a
"normal" distribution. A data that fails in the test indicates that the data varies
significantly from the pattern expected if the data was drawn from a population
with a normal distribution. A data that passes in the test indicates that the data
matches the pattern expected if the data was drawn from a population with a
normal distribution. The obtained results of the test are as follows:
Average of Bought Products: K-S Dist. = 0.221 P = 0.108 Passed
Rate on High Price variations: K-S Dist. = 0.127 P > 0.200 Passed
Rate on Least quality Products: K-S Dist. = 0.180 P > 0.200 Passed
Rate on Least Promotion: K-S Dist. = 0.168 P > 0.200 Passed
Rate on Easy Availability: K-S Dist. = 0.134 P > 0.200 Passed

METHODOLOGY
Overall rate on Marketing Mix: K-S Dist. = 0.162 P > 0.200 Passed
The results of the above test show that the data obtained match with the expected
pattern of data drawn from a normal population.
4.5.2 t-Test –
The t-test is the statistical test based on the t-distribution which is similar to
normal distribution. It is considered to be an appropriate test for judging the
significance of a sample mean or for judging the significance of difference
between the means of two samples in case of small samples when population
variance is not known.
To perform the test the variables are taken in the manner as illustrated in the table
No. 9, 10, 11, 12 and 13. In this table the comparison of variables are done out of
which Average of Bought Products is taken as a Variable representing sales while
the remaining 5 variables namely rate on high price variations, least quality
product, least promotion, easy availability and overall marketing mix are taken as
variables representing the marketing aspect of the study. Thus a comparison
regarding the two along with testing the same with t-test is done. The following are
its observations and results:
1. Comparison of Average of Bought Products with Rate on High Price
variations –
The comparison of the two data is tabulated and represented in Table No. 9 and in
Chart No. 9 respectively. The tabulated data shows that the companies ‘KAPL’
which possess a rating of 1.8461 and ‘SDP’ which possess the rating of 6.1153
suggests that they vary their prices frequently and rarely respectively. But both are
in between the highest and the lowest selling companies namely ‘Sree
Dootpapeshwar limited’ and ‘Dabur’. The above comparison is subjected to t-test
and the result of the same is as follows;
Normality Test: Passed (P = 0.335)
Equal Variance Test: Passed (P = 0.051)
Group Name N Mean Std. Dev SEM
Average of Bought Products 12 6.051 3.433 0.991
Rate on High Price variations 12 3.860 1.219 0.352
Difference = 2.191
t = 2.084 with 22 degrees of freedom. (P = 0.049)

METHODOLOGY
95 percent confidence interval for difference of means: 0.0103 to 4.372. The

difference in the mean values of the two groups is greater than would be expected
by chance; there is a statistically significant difference between the input groups (P
= 0.049). That means P>0.05.
The test shows that the data of the sample is significant at 95 % level of
confidence.
2. Comparison of Average of Bought Products with Rate on Least quality
Product –
Chart No. 10 respectively. The tabulated data shows that the company ‘Dabur’
possess a rating of 1.1538 and ‘Sree Dootpapeshwar limited’ possess the rating of
6 that suggests that they produce the lowest and the best quality products among
the companies respectively. When compared to the sales of the product too, they
are the highest and the lowest selling companies. The above comparison is
evaluated with t-test for its significance and the result of the same is as follows:
Mean of Bought Products 12 6.051 3.433 0.991
Mean rate on Least quality Pro 12 3.583 1.498 0.433
Difference = 2.469
= 0.032). That means P>0.05.
confidence.
3. Evaluation of Average of Bought Products with Rate on Least Promotion –
The evaluation of the two data is done by tabulating and comparing it. Thus, the
data is tabulated and represented in Table No. 10 and in Chart No. 10 for
comparison respectively. The data shows that the companies ‘Alva Pharmacy’
possess a rating of 1.2076 and ‘Sree Dootpapeshwar limited’ possess the rating of
6.8461 which suggests that their concentration on promotional activities are least

METHODOLOGY
and highest among the companies respectively. When compared to the sales of the
product it is quite evident with ‘Sree Dootpapeshwar Limited’ that they are the
highest selling company. But the other company ‘Alva Pharmacy’ has a good
average of sales when compared to others and is much better than the least selling
company namely ‘Dabur’. The above comparison is evaluated with t-test for its
significance and the result of the same is as follows:
Mean rate on Least Promotion 12 3.597 1.708 0.493
Difference = 2.454
t = 2.217 with 22 degrees of freedom. (P = 0.037).
= 0.037). That means P>0.05.
confidence.
4. Comparison of Average of Bought Products with Rate on Easy
Availability –
Chart No. 11 respectively. The tabulated data shows that the companies ‘Himalaya
Drug Company’ which possess a rating of 1.2692 and ‘Unjha Pharmacy’ which
possess the rating of 6.4231 suggests that they are easily and infrequently available
respectively. But both are in between the highest and the lowest selling companies
namely ‘Sree Dootpapeshwar limited’ and ‘Dabur’. The above comparison is
subjected to t-test and the result of the same is as follows;
Mean rate on Easy Availability 12 3.718 1.716 0.496
Difference = 2.333

METHODOLOGY

= 0.047). That means P>0.05.
confidence.
5. Comparison of Average of Bought Products with Overall rate on
Marketing Mix –
comparison respectively. The data shows that the companies ‘Sree Dootpapeshwar
limited’ possess a rating of 1.1583 and ‘Unjha Pharmacy’ possess the rating of
6.2250 which suggests that their overall rating on the aspect of marketing is the
highest and the lowest respectively as per the suggested rating pattern. When
compared to the sales of the product the fact is quite evident with ‘Sree
Dootpapeshwar Limited’ being the highest selling company while the other
company even though not the least selling one, still is quite near to the least selling
company namely ‘Dabur’. The above comparison is evaluated with t-test for its
significance and the result of the same is as follows:
Overall rate on Marketing Mix 12 3.352 1.664 0.480
Difference 2.699
= 0.023). That means P>0.05.
confidence.

METHODOLOGY
4.5.2 Linear Regression –

Linear Regression assumes an association between the independent and
dependent variable that, when graphed on a Cartesian coordinate system, produces
a straight line. Linear Regression finds the straight line that most closely
describes, or predicts, the value of the dependent variable, given the observed
value of the independent variable.
Linear Regression is a parametric test, that is, for a given independent variable
value, the possible values for the dependent variable are assumed to be normally
distributed with constant variance around the regression line.
The above sets of comparison that were tested by t-Test are again tested for its
association and relationship with linear regression. The following are its
observations and results:
1. Comparison of Average of Bought Products with Rate on High Price
variations –
Chart No. 9 respectively. The observations are already mentioned in the context of
t-Test. The above comparison is subjected to Linear Regression and the result of
the same is as follows;
Mean of Bought Products = 10.996 - (1.281 * Mean rate on High Price
variation)
N = 12.000 R = 0.455 Rsqr = 0.207 Adj Rsqr = 0.127
Standard Error of Estimate = 3.207
Coefficient Std. Error t P
Constant 10.996 3.200 3.437 0.006
Mean rate on High Price variation -1.281 0.793 -1.615 0.137
Analysis of Variance:
DF SS MS F P
Regression 1 26.806 26.806 2.607 0.137
Residual 10 102.822 10.282
Total 11 129.628 11.784
Constant Variance Test: Passed (P = 0.181)

METHODOLOGY
The result shows that there is a relationship between the two variables where the
Mean of bought products is a dependent variable and the Mean rate of High Price
variation is an independent variable.
2. Comparison of Average of Bought Products with Rate on Least quality
Product –
Chart No. 10 respectively. The observations are already mentioned in the context
of t-Test. The above comparison is subjected to Linear Regression and the result of
Mean of Bought Products = 0.00323 + (1.688 * Mean rate on Least quality
Product)
N = 12.000 R = 0.737 Rsqr = 0.543 Adj Rsqr = 0.497
Constant 0.00323 1.890 0.00171 0.999
Mean rate on Least quality Product 1.688 0.490 3.446 0.006
DF SS MS F P
Regression 1 70.378 70.378 11.878 0.006
Residual 10 59.251 5.925
Total 11 129.628 11.784
Mean of bought products is a dependent variable and the Mean rate of least quality
product is an independent variable.
3. Evaluation of Average of Bought Products with Rate on Least Promotion –
The evaluation of the two data is done by tabulating and comparing it. The
observations are already mentioned in the context of t-Test. The above comparison
is subjected to Linear Regression and the result of the same is as follows;
Mean of Bought Products = 0.682 + (1.493 * Mean rate on Least Promotion)
N = 12.000 R = 0.742 Rsqr = 0.551 Adj Rsqr = 0.506

METHODOLOGY

Constant 0.682 1.683 0.405 0.694
Mean rate on Least Promotion 1.493 0.426 3.505 0.006
DF SS MS F P
Regression 1 71.460 71.460 12.285 0.006
Residual 10 58.169 5.817
Total 11 129.628 11.784
Mean of bought products is a dependent variable and the Mean rate on least
promotion is an independent variable.
4. Comparison of Average of Bought Products with Rate on Easy
Availability –
Chart No. 11 respectively. The observations are already mentioned in the context
of t-Test. The above comparison is subjected to Linear Regression and the result of
Mean of Bought Products = 12.271 - (1.673 * Mean rate on Easy Availability)
N = 12.000 R = 0.837 Rsqr = 0.700 Adj Rsqr = 0.670
Constant 12.271 1.409 8.711 <0.001
Mean rate on Easy Availability -1.673 0.347 -4.828 <0.001
DF SS MS F P
Regression 1 90.709 90.709 23.307 <0.001
Residual 10 38.920 3.892
Total 11 129.628 11.784

METHODOLOGY
Mean of bought products is a dependent variable and the Mean rate of Easy
availability is an independent variable.
5. Comparison of Average of Bought Products with Overall rate on
Marketing Mix –
comparison respectively. The observations are already mentioned in the context of
t-Test. The above comparison is subjected to Linear Regression and the result of
Mean of Bought Products = 11.430 - (1.605 * Overall rate on Marketing Mix)
N = 12.000 R = 0.778 Rsqr = 0.605 Adj Rsqr = 0.566
Constant 11.430 1.521 7.514 <0.001
Overall rate on Marketing Mix -1.605 0.410 -3.915 0.003
DF SS MS F P
Regression 1 78.446 78.446 15.327 0.003
Residual 10 51.182 5.118
Total 11 129.628 11.784
Mean of bought products is a dependent variable and the overall rate on marketing
mix is an independent variable.

METHODOLOGY
Table No. 1 Ranking of the Companies based on Preferences

Sl. No. Company Name Mean Ratings
1. Alva Pharmacy 8.19
2. Dabur 8.88
3. KAPL 4.62
4. Kottakal Ayurveda Pharmacy 3.19
5. Nagarjuna Pharmacy 6.08
6. SDP, Puttur 8.04
7. Sree Dootpapeshwar Limited 2.65
8. Himalaya Drug Company 4.5
9. New Bhuvanendra 7.96
10. Unjha Pharmacy 8.46
11. Baidyanath 7.23
12. Charak Pharmaceuticals 7.19
Table No. 2 Total Products Bought

Sl. No. Company Name Total Products Bought
1. Alva Pharmacy 202
2. Dabur 60
3. KAPL 185
4. Kottakal Ayurveda Pharmacy 197
5. Nagarjuna Pharmacy 126
6. SDP, Puttur 109
7. Sree Dootpapeshwar Limited 360
8. Himalaya Drug Company 269
9. New Bhuvanendra 71
10. Unjha Pharmacy 98
11. Baidyanath 88
12. Charak Pharmaceuticals 123
ANALYSIS OF INFLUENCE OF MARKETING ON SALE OF AYURVEDIC DRUGS

METHODOLOGY
Table No. 3 Average of Bought Products

Sl. No. Company Name Mean of Bought Products
2. Dabur 2.308
3. KAPL 7.115
6. SDP, Puttur 4.192
11. Baidyanath 3.385
Table No. 4 Rate on High Price variations

Sl. No. Company Name Mean rate on High Price variations
2. Dabur 3.0769
3. KAPL 1.8461

METHODOLOGY
Table No. 5 Rate on Least quality Product

Sl. No. Company Name Mean rate on Least quality Product
2. Dabur 1.1538
3. KAPL 3.5769
Table No. 6 Rate on Least Promotion

Sl. No. Company Name Mean rate on Least Promotion
2. Dabur 3.0384
3. KAPL 3.9230

METHODOLOGY
Table No. 7 Rate on Easy Availability

Sl. No. Company Name Mean rate on Easy Availability
2. Dabur 3.6538
3. KAPL 2.7308
Table No. 8 Overall rate on Marketing Mix

Sl. No. Company Name Overall rate on Marketing Mix
2. Dabur 3.6833
3. KAPL 1.7750

METHODOLOGY
Table No. 9 Comparison of Average of Bought Products with Rate on High

Price variations
Sl. Company Name Average of Mean rate on High
No. Bought Products Price variations
1. Alva Pharmacy 7.769 3.4076
2. Dabur 2.308 3.0769
3. KAPL 7.115 1.8461
4. Kottakal Ayurveda Pharmacy 7.577 3.2923
5. Nagarjuna Pharmacy 4.846 4.2538
6. SDP, Puttur 4.192 6.1153
7. Sree Dootpapeshwar Limited 13.85 3.8307
8. Himalaya Drug Company 10.35 2.0000
9. New Bhuvanendra 2.731 4.4615
10. Unjha Pharmacy 3.769 4.5000
11. Baidyanath 3.385 4.8461
12. Charak Pharmaceuticals 4.731 4.6923
Table No. 10 Comparison of Average of Bought Products with Rate on Least
quality Product
Sl. Company Name Average of Rate on Least
No. Bought Products quality Product
2. Dabur 2.308 1.1538
3. KAPL 7.115 3.5769
6. SDP, Puttur 4.192 3.0385
11. Baidyanath 3.385 2.2538

METHODOLOGY
Table No. 11 Comparison of Average of Bought Products with Rate on Least

Promotion
Sl. Company Name Average of Rate on Least
No. Bought Products Promotion
2. Dabur 2.308 3.0384
3. KAPL 7.115 3.9230
6. SDP, Puttur 4.192 1.8461
11. Baidyanath 3.385 3.2307
Table No. 12 Comparison of Average of Bought Products with Rate on Easy
Availability
Sl. Company Name Average of Rate on Easy
No. Bought Products Availability
2. Dabur 2.308 3.6538
3. KAPL 7.115 2.7308
6. SDP, Puttur 4.192 4.6154
11. Baidyanath 3.385 5.1538

METHODOLOGY
Table No. 13 Comparison of Average of Bought Products with Overall rate on

Marketing Mix
Sl. Company Name Average of Overall rate on
No. Bought Products Marketing Mix
2. Dabur 2.308 3.6833
3. KAPL 7.115 1.7750
6. SDP, Puttur 4.192 5.1416
11. Baidyanath 3.385 4.8333

METHODOLOGY
Chart No. 1 Ranking of Preference

7.19 8.19
Alva Pharmacy
7.23 Dabur
8.88 KAPL
Kottakal Ayurveda Pharmacy
Nagarjuna Pharmacy
8.46 SDP, Puttur

4.61
Sree Dootpapeshwar Limited
Himalaya Drug Company
3.19
New Bhuvanendra
Unjha Pharmacy
7.96
6.07 Baidyanath
Charak Pharmaceuticals
4.5 8.03
2.65
Chart No. 2
Total Products Bought
400
360
350
300 269
250
202 197
200 185
150 126 123

109 98 88
100 71
60
50
0
Alva Pharmacy
Dabur
KAPL
Nagarjuna Pharmacy
SDP, Puttur
Sree Dootpapaeshwar Limited
New Bhuvanendra
Unjha Pharmacy
Baidyanath

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Charak
Pharmaceuticals Charak
Pharmaceuticals
Baidyanath
Baidyanath
Unjha Pharmacy
Unjha Pharmacy
Mean rate on High Price variations

New Bhuvanendra
New Bhuvanendra
Mean of Bought Products
Himalaya Drug
Himalaya Drug
Company
Company
Chart No. 4
Chart No. 3
Sree Dootpapeshwar
Sree Dootpapeshwar
Limited
Limited
SDP, Puttur SDP, Puttur
Nagarjuna Pharmacy Nagarjuna Pharmacy
Kottakal Ayurveda Kottakal Ayurveda
Pharmacy Pharmacy
KAPL KAPL
Dabur Dabur
Alva Pharmacy Alva Pharmacy
0
14
12
10
0
METHODOLOGY
Charak Charak
Pharmaceuticals
Pharmaceuticals
Baidyanath Baidyanath
Unjha Pharmacy Unjha Pharmacy
Mean rate on Least quality Product

Mean rate on Least Promotion
New Bhuvanendra New Bhuvanendra
Himalaya Drug Himalaya Drug
Company Company
Chart No. 5
Chart No. 6
Sree Dootpapeshwar Sree Dootpapeshwar
Limited Limited
SDP, Puttur SDP, Puttur
Kottakal Ayurveda Kottakal Ayurveda
Pharmacy Pharmacy
KAPL KAPL
Dabur Dabur
6
0
METHODOLOGY
Charak
Pharmaceuticals
Baidyanath
Baidyanath
Unjha Pharmacy
Unjha Pharmacy

New Bhuvanendra
Mean rate on Easy Availability
New Bhuvanendra
Overall rate on Marketing Mix

Himalaya Drug
Himalaya Drug
Company
Company
Chart No. 8
Chart No. 7
Sree Dootpapeshwar
Sree Dootpapeshwar
Limited
Limited
SDP, Puttur
SDP, Puttur
Nagarjuna Pharmacy
Nagarjuna Pharmacy
Kottakal Ayurveda
Kottakal Ayurveda
Pharmacy Pharmacy
KAPL KAPL
Dabur Dabur
0
7
0
METHODOLOGY
Mean rate on High Price variations
Baidyanath
Rate on Least quality Product
Baidyanath
Unjha Pharmacy
Unjha Pharmacy

New Bhuvanendra
New Bhuvanendra
Chart No. 10
Chart No. 9

SDP, Puttur
Average of Bought Products

SDP, Puttur

Kottakal Ayurveda Pharmacy Kottakal Ayurveda Pharmacy
KAPL KAPL
Dabur Dabur
16
14
12
10
8
6
4
2
0
16
14
12
10
0
METHODOLOGY
Mean rate on Easy Availability
Mean rate on Least Promotion
Baidyanath
Baidyanath
Unjha Pharmacy
New

New Bhuvanendra Bhuvanendra
Sree
Chart No. 12
Chart No. 11
Sree Dootpapeshwar Limited Dootpapeshwar

Limited

SDP, Puttur
Nagarjuna
Nagarjuna Pharmacy
Pharmacy
KAPL KAPL
Dabur
16
14
12
10
8
6
4
2
0
16
14
12
10
0
METHODOLOGY
Baidyanath
Overall rate on Marketing Mix
Unjha Pharmacy

New Bhuvanendra
Chart No. 13

SDP, Puttur
Nagarjuna Pharmacy
KAPL
Dabur
Alva Pharmacy
16
14
12
10
0
RESULTS AND
DISCUSSION
“Great minds must be ready not only to take opportunities but make them.”
- Charles C. Cotton, British Author
RESULTS AND DISCUSSION
Chapter V

5.1. Results –
The analysis of the data was done and tested statistically as illustrated in the
previous chapter. It is to be noted that the tables containing the data of Average
Products bought, Rate on High Price Variations, Rate on least quality of Products,
Rate on least Promotion, Rate on easy availability and Overall rate on Marketing
mix were used as the raw data of the variables for the tests. This is because among
the variables representing the sale of Ayurvedic Drugs is Average of Products
bought, while the other variables namely Rate on High Price Variations, Rate
on least quality of Products, Rate on least Promotion, Rate on easy availability
and Overall rate on Marketing mix are representing the Marketing part of the
study. Thus, a comparison was done on the either side viz., with the variable of
Sale of Ayurvedic Drugs with that of Marketing and tests were conducted
statistically on them for the Testing the Hypothesis. The results that are obtained
from the observations and tests that were conducted on the data are as follows:
1. The result of the t-test with respect to the hypothesis is that the alternate
hypothesis (Ha) is significant on the basis of the data obtained. Further the
results of Linear Regression test establishes that there is a relationship
between the marketing and sales of Ayurvedic drugs with the former
having the considerable influence on the latter.
2. From the initial observations of the data it is seen that the company ‘Sree
Dootpapeshwar Limited’ has the highest sales while the company ‘Dabur’
has the lowest sales in the region.
3. The overall rating of their marketing strategy suggests that the company
‘Sree Dootpapeshwar Limited’ is rated to have the best strategy compared
to others which goes in line with its sales. But the company with the lowest
sales is not rated to have the worst strategy of marketing.
4. The comparison of sales with the individual marketing elements namely the
Price, Product, Promotion and Place have clearly indicated that the least

selling company ‘Dabur’ is only rated to have the lowest quality of

products when compared to others.
5. The comparison also indicates that the company with the highest selling
activity ‘Sree Dootpapeshwar Limited’ is rated to have the highest quality
of products and has highest Promotional activity when compared to others.
6. From the comparison it can be noted that the products of the company
‘Himalaya Drug Company’ are rated to be the most easily available and it
is also the second best selling company among the other companies.
7. The comparison brings forth the observation that the company rated least
for overall marketing mix and most infrequently available is the lowest
selling company namely ‘Unjha Pharmacy’.
8. The company rated for lowest promotion activity namely ‘Alva Pharmacy’
is the third best selling company. It is rated the third company on the
context of easy availability. But it is one among the lower end of ratings on
its other variables.
5.2. Discussion
5.2.1. Discussion on Review of Literature –
The review of literature and the compilation of the references constitute the
chapter. Accordingly, it can be observed that the drugs of Ayurvedic medicine
have been in use for thousands of years. Earlier, the use of the medicinal products
was individualistic. The preparations were done by the physician himself and for
the same; the raw materials and the instruments were also collected and selected by
him. Thus, it is noted that the process of marketing of Ayurvedic medicinal
products was not a need as the preparation was not commercialized. The forms of
medicines were those which are used immediately. Only some forms like Vati,
Asava, Arista, etc, are those that can be preserved for longer duration of time.
Recent advances and modernization of the dosage forms of medicine resulted in
the inclusion of certain new forms like the tablets, syrups, etc into the market of
Ayurvedic medicinal industry. The rampant use of medicinal herbs has led to its
scarcity leading to over and irrational collection leading to fall in the quality of
medicines. This problem has initiated the need for the best and optimum use of the
resources or raw materials that is available. This led to the newer and supposed to
be effective combination of drugs which are patented not by a physician but a

commercially manufacturing company. This led to the importance of marketing

their products into the market in this industry too.
Marketing undoubtedly has a great influence on the sale of any product or material
in any place. It is a natural phenomenon that if a particular marketing strategy
includes all the elements of marketing mix in a proper proportion is more or less
highly effective in the propagation and sale of products in that particular target
market.
But it is to be borne in mind that the knowledge of classical medicines that are
manufactured by the Ayurvedic pharmaceutical companies need very less
marketing as they have stood their time and the knowledge is well known among
the public. But the patent medicines that are manufactured solely by a company
that has its proprietorship have to be marketed effectively for its effective sale.
Even the group of classical medicinal products of various companies vary in their
qualities that have resulted in the limited or decreased use. Hence, the present
situation have resulted that the techniques of marketing have to be adopted in all
the Ayurvedic Drug Industry also. Thus, the study is undertaken to analyse the
influence of marketing on the sale of Ayurvedic drugs of all categories.
5.2.2. Discussion on Materials and Method –
To conduct the study, the method that was adopted was a survey of opinions. The
products that are considered for the purpose of the study is Ayurvedic medicinal
drugs which are manufactured by the Ayurvedic Pharmaceutical industry. Thus,
the study was conducted by selecting the companies that manufacture Ayurvedic
drugs and are commonly known to all in the region of Moodbidri.
Even though, the end consumers are the common public, the main customers of an
Ayurvedic Drug manufacturing company are the physicians most of the products
are used by the people under the prescription of a practitioner. Thus, for the
collection of data, 30 physicians were selected to answer the questionnaire
(Annexure I) out of which only 26 responded and gave their opinions.
The obtained raw data of the opinions from the questionnaire are tabulated on the
basis of various criteria into tables (Table No. 1, 2, 3, 4, 5, 6, 7 and 8). Out of these
tables, the table which contain the data regarding the Average of Bought Products
(Table No. 3) is taken as a variable to measure the sale of Ayurvedic drugs while
those with the data of Overall Marketing mix (Table No. 8) is taken as a variable to
measure marketing mix. The tables containing the data of mean on high price

variations (Table No. 4), mean on least quality of products (Table No. 5), mean on
least promotional activity (Table No. 6) and mean on rate of easy availability
(Table No. 7) which represents the individual elements of marketing mix are also
considered as independent variables of marketing in the study.
Initially, the data of these tables are tested for Normality so as to validate that the
obtained data of the sample represents the population with normal distribution.
This test is necessary as the Statistical analysis is done on the assumption that the
given population is distributed on a pattern known as Normal Distribution.
The comparison of the variable representing the sale of Ayurvedic drugs namely
Average of Bought products is done individually with the variables representing
marketing namely mean on high price variations (Table No. 9), mean on least
quality of products (Table No. 10), mean on least promotional activity (Table No.
11) mean on rate of easy availability (Table No. 12) and Overall rate on Marketing
mix (Table No. 13).
The statistical testing of the comparisons with the ‘t-Test’ shows a 95% level of
significance for the comparisons with P>0.05. This validates the alternate
hypothesis Ha and disproves the null hypothesis H0.
The linear regression analysis of the comparisons showed a linear relationship
between the dependent variable representing the sale of drugs and independent
variable represented by the variables taken as those of the marketing mix. Thus, it
closely describes, or predicts, the value of the dependent variable, with the given
observed value of the independent variable. In other words, it establishes that the
sale and marketing of Ayurvedic drugs have a linear and close relationship
between them and that the value of the sale of Ayurvedic drugs can be predicted
according to the observed value of the elements of marketing mix.
5.2.3. Discussion on Results –
The results of the study are based on the statistical tests carried out on the
comparisons of the variables represented in the table no 9, 10, 11, 12 and 13.
The analysis of the comparison of Average on Bought Products with Rate on High
price variations (Table No. 9) showed that the frequent variations in price have a
very low influence on the sale of drugs. This is probably because of the fact that
the variations of the price is a little point of concern to the practitioner rather than
the patient as he acts as the medium of transit with respect to the products from the
company to the end user namely the common man or the patient.

The comparison of the variables Average on Bought Products with Rate on Least
Quality product (Table No. 10) showed that the buying pattern of Ayurvedic drugs
highly depends on this factor. It is obvious that a in the field of treating an
individual the quality of the medicine plays a very important role to get the desired
results. Hence better is the quality, more accurate will be the affect resulting in
cure. Thus, pattern of rating the quality and the buying activity has the same results
suggesting the same company.
The comparison of the variables Average on Bought Products with Rate on Least
Promotional activity (Table No. 11) showed that the promotional activity of the
drugs by the company have a considerable influence on the buying pattern of the
physician. It is the second important element among the elements of the marketing
mix. There may be many products that are of the same formulation manufactured
by the companies, but it is the quality followed by the promotional activity that
really influences the sale of Ayurvedic drugs.
The comparison of the variables Average on Bought Products with Rate on Easy
availability (Table No. 12) showed that easy availability has a very less influence
on the buying activity of Ayurvedic medicines. This is because whenever the
quality and promotional activity of the drugs are low, the physician or the patient
does go for those which have a high quality, well known and reliable rather than on
those which are easily available. Thus, the buying psychology doesn’t allow the
consumer to buy those drugs that are without quality and reliability even though,
they are easily available.
The comparison of the variables Average on Bought Products with Rate on Overall
marketing mix (Table No. 13) showed that the company with the high average of
selling activity also is rated as the one with the best overall marketing mix. This
fact clearly indicates that there is a high influence of Marketing on the sale of
Ayurvedic drugs especially in the modern situations.
From the comparisons, one can understand that the company which has the highest
selling activity namely ‘Sree Dootpapeshwar Limited’ is considered to have the
best quality with good promotional activity represented in Table No. 10 and 11.
Thus, it also tops in the rating on Overall marketing mix also as represented in the
Table No. 13. This also shows that among the marketing mix the two factors
namely the Product and Promotion strategy play a very important role and can be
taken as vital with reference to the Sale of Ayurvedic Drugs.

SUMMARY
AND
CONCLUSIONS
“The function of wisdom is to discriminate between good and evil.”

- Cicero, Roman Philosopher
SUMMARY AND CONCLUSIONS
Chapter VI

6.1. Summary –
It is quite true that the Ayurveda, the system of Indian Medicine have originally,
have the roots in every part of the Indian household, in the form of ‘Home
Remedies’. Still, the medicines that are used to cure the ailments have especially
taken on the advice of the concerned physicians. Earlier, in good olden days, the
supply of raw materials for the manufacture of medicines was surplus and the
quantity of manufacturing was considerably less. As the medications was prepared
by the physician himself there had been no compromise on quality too.
But, the scarcity of raw materials along with the rise in demand called in for a
more specialized setup that can use the available resources in a much better manner
so as to counter and supply the need effectively. This led to commercialization of
the preparations leading to the rise of Ayurvedic Drug Industry.
The rise of the new field of business brought in new competitiveness leading to
utmost research in the quality and effectiveness of the medicine so as to cater the
ever changing needs of the end-user namely the consumer or the patient in
particular. This paved way for the inclusion of marketing concepts into the industry
so as to obtain maximum utilization of the raw materials in a most judicious and
possible manner.
The marketing concepts include the elements of the marketing mix namely the
Product, Price, Promotion and Place in general. Even, marketing of Ayurvedic
drugs is not an exception for this rule. But, the sale of Ayurvedic drugs is greatly
altered with the type of drugs that is being offered. Hence, the study was
undertaken.
A thorough literary survey was done in this regard in support of the Marketing
concepts and Ayurvedic drugs which are primarily related to the study.
The study was a survey of opinions of the practitioners of Ayurvedic Medicine
regarding 12 companies that are well known in the region of Moodbidri for their
products belonging to the Ayurvedic Medicine. The survey was done with the help
of questionnaires and rating system for specific criteria. These criteria in turn

served as the variables of the study with respect to the two important sets namely
marketing and sales.
Thus obtained opinions are taken as data and tabulated. This tabulated data is
subjected to statistical tests for its level of significance and thus to establish the
fact relationship between the marketing and the sales with respect to Ayurvedic
Drugs
6.2. Conclusions –
From the above results of the study and on the basis of discussion the following
conclusions is drawn –
 There is a considerable influence of Marketing on the Sales of Ayurvedic
Drugs.
 Marketing of Ayurvedic drugs have been neglected by most of the
companies.
 Among the various elements of Marketing, the elements namely the
Product with respect to its quality and Promotional strategies play a very
important role in determining the sales of the Drugs.
 Pricing and Place or availability do have their own influence but with a low
intensity when compared to other two on the sales of the Drugs.
 Present study is just a first step and based on this one can go for further for
more detail and precise analysis.

 BIBLIOGRAPHY
“A man should look for what is and not for what he thinks should be.”
- Plato, Greek Philosopher
BIBLIOGRAPHY
Texts –
 Pandith Kashinath Pandey and Dr. Goraknath Chaturvedi, Vidyothini Hindi
vyakhya on Charaka Samhita, Chaukhamba Bharati Academy, Varanasi;
Reprint-1991.
 Acharya Sushruta, Sushruta Samhita, with Ayurveda Tatva Sandipika Hindi
commentary by Kaviraja Ambikadatta Shastri, Chowkambha Sanskrit Bhavan,
Varanasi; 11th Edition-1997.
 Acharya Vagbhata, Ashtanga Hridayam, Edited by Bhishagacharya Harishastri
Paradakar Vaidya, Published by Chowkambha Orientalia Varanasi; 8th Edition-
1998.
 Acharya Vagbhata, Ashtanga Sangraha with Sarvanga Sundari vyakhya by Sri
Pandith Laluchandra Shastri Vaidya, Baidyanath Ayurved Bhavan Printer
Limited, Nagpur; 3rd Edition-1986
 Acharya Sharangadhara, Sharngadhara Samhita with Subhodini vyakhya,
Chowkambha Orientalia Varanasi; 7th Edition-1988.
 Rasavaidya Jaminidas Changnlal Shaha, Bharata Bhaishajya Ratnakara,
Motilal Banarasidas Delhi; Volume III, Reprint-1985.
 Rasavaidya Jaminidas Changnlal Shaha, Bharata Bhaishajya Ratnakara,
Motilal Banarasidas Delhi; Volume I, Reprint-1985.
 Ayurvedic Pharmacopoeia of India, Government of India, Ministry of Health
and Family Welfare, Department of Health, 1st Volume. 1st Edition – 1989.
and Family Welfare, Department of Health, 1989, 2nd Volume, 1st Edition –
1989.
and Family Welfare, Department of Health, 1989, 3rd Volume, 1st Edition –
1989.
 Ayurvedic Formulary of India, Government of India, Ministry of Health and
Family Welfare, Department of Health, Part I, 1st Edition – 1978.
 Vaidya Yoga Ratnavali, IMPCOPS, Chennai, 5th Edition – 2000
I
 R. M. Mehta, Pharmaceutics, Vallabh Prakashan, New Delhi; Part I, 3rd
Edition, Reprint – 2003.
 R. M. Mehta, Pharmaceutics, Vallabh Prakashan, New Delhi; Part II, 3rd
Edition, Reprint – 2003.
 R. S. Satoskar et.al, Pharmacology and Pharmacotherapeutics, Popular
Prakashan, Mumbai; 19th Edition – 2005.
Websites –
o www.wikipedia.com
o www.businessdictionary.com
o www.
Articles –
o A new era of Ayurvedic Herbs – article by Mr. Ranjit Puranik and P K Dave,
Published in Neutraceuticals World, November 2009 Edition at www.
II
APPENDIX
“Your worth consists in what you are and not in what you have.”
- Thomas Alva Edison, American Inventor and Entrepreneur
APPENDIX
APPENDIX I
Data Survey Sheet for the study
Name of the Physician –
Qualification –
Questionnaires
1. Rate the Ayurvedic Drug company given below from 1 to 12–
SL. Company Name Grades SL. Company Name Grades
No. No.
1 Alva Pharmacy 7 Sree Dootpapeshwar Ltd.
2 Dabur 8 Himalaya
3 KAPL 9 New Bhuvanendra
4 Kottakal Ayurveda 10 Unjha Pharmacy
Pharmacy
5 Nagarjuna Pharmacy 11 Baidyanath
6 SDP 12 Charak Pharmaceuticals
2. Which Company do you use the most among the above?
3. Why do you use it often?
a. Low Price c. Easily Available
b. Well promoted d. Good Quality
4. What is the total Number of product bought by you from all companies?
5. What is the total number of product bought you of the preferred
company?
6. What is the total approximate cost of the products that is being bought by
you from all the companies in a year?
7. What is the share of cost with respect to the preferred company?
8. Rate the Ayurvedic Drug Company from 1 to 12 which you suggest to be
the cheapest in price?
No. No.
2 Dabur 8 Himalaya
ANALYSIS OF INFLUENCE OF MARKETING ON SALE OF AYURVEDIC DRUGS III

APPENDIX

Pharmacy

less promoted?
No. No.
2 Dabur 8 Himalaya
Pharmacy
low in quality?
No. No.
2 Dabur 8 Himalaya
Pharmacy
ANALYSIS OF INFLUENCE OF MARKETING ON SALE OF AYURVEDIC DRUGS IV

APPENDIX
easily accessible?
No. No.
2 Dabur 8 Himalaya
Pharmacy
12. Rate the Ayurvedic Drug Company from 1 to 12 which varies the price
most often?
No. No.
2 Dabur 8 Himalaya
Pharmacy
13. Rate the Company below from 1 to 10 for each column

Sl. Name of the Company Price Quality Availabilit Promotion
No. of y
Product
1. Alva Pharmacy
2. Dabur
3. KAPL
4. Kottakal Ayurveda
Pharmacy
ANALYSIS OF INFLUENCE OF MARKETING ON SALE OF AYURVEDIC DRUGS V

APPENDIX
5. Nagarjuna Pharmacy
6. SDP
7. Sree Dootpapeshwar
Limited
8. Himalaya
9. New Bhuvanendra
10. Unjha Pharmaceuticals
11. Baidyanath
12. Charak Pharmaceuticals
14. How many products you buy from each of the following company
SL. Company Name No. SL. Company Name No.
No. of No. of
items items
1 Alva Pharmacy 7 Sree Dootpapeshwar
Limited
2 Dabur 8 Himalaya
Pharmacy
Signature of the Physician
ANALYSIS OF INFLUENCE OF MARKETING ON SALE OF AYURVEDIC DRUGS VI
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Analysis of inﬂuence of marketing on sale of Ayurvedic Drugs

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ANALYSIS OF INFLUENCE OF MARKETING ON SALE OF AYURVEDIC DRUGS ii

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ANALYSIS OF INFLUENCE OF MARKETING ON SALE OF AYURVEDIC DRUGS 1

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ANALYSIS OF INFLUENCE OF MARKETING ON SALE OF AYURVEDIC DRUGS 3

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2.2 Reviews about Ayurvedic Drugs –

ANALYSIS OF INFLUENCE OF MARKETING ON SALE OF AYURVEDIC DRUGS 5

ANALYSIS OF INFLUENCE OF MARKETING ON SALE OF AYURVEDIC DRUGS 6

practitioner who is an unqualified physician and doesn’t belong to the

ANALYSIS OF INFLUENCE OF MARKETING ON SALE OF AYURVEDIC DRUGS 7

ANALYSIS OF INFLUENCE OF MARKETING ON SALE OF AYURVEDIC DRUGS 8

f. Ghrita – Ghritas are preparations in which ghee is boiled with prescribed

ANALYSIS OF INFLUENCE OF MARKETING ON SALE OF AYURVEDIC DRUGS 9

p. Parpati – Parpati is a medicinal preparation which is in the form of flakes

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ANALYSIS OF INFLUENCE OF MARKETING ON SALE OF AYURVEDIC DRUGS 11

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2.3 Reviews about Marketing –

ANALYSIS OF INFLUENCE OF MARKETING ON SALE OF AYURVEDIC DRUGS 14

ANALYSIS OF INFLUENCE OF MARKETING ON SALE OF AYURVEDIC DRUGS 15

 1730s: emergence of magazines (a future vector of niche marketing).

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4. Market orientation era

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 Qualitative marketing research, and

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D - Define the marketing problem

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Another classification of research is exploratory research and conclusive research.

ANALYSIS OF INFLUENCE OF MARKETING ON SALE OF AYURVEDIC DRUGS 23

time-periods) - examples include product-use analysis and computer cookie traces.

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