Title: Brand positioning of ayurvedic medicine in Indian milieu

Authors: K. Santhana Lakshmi; K. Mohamed Jasim; K. Prabhakar; S. Jahira Parveen

Addresses: SRM School Management, SRM University, Kattankulathur, Tamil Nadu, India ' Swami Vivekananda Institute of Management, Thanjavur, Tamil Nadu, India ' SRM School Management, SRM University, Kattankulathur, Tamil Nadu, India ' SRM School Management, SRM University, Kattankulathur, Tamil Nadu, India

Abstract: In this research study, we analyse the position of the ayurveda medicine and factors affecting the positioning of the ayurveda medicine and also provide suggestions to them how to positioning their products or services. The type of research design used in this research is descriptive in nature. The primary data was collected for the present study by structured questionnaire to the patients. Final study was conducted with 202 patients in Tamil Nadu. The results of the study have indicated that companies should spend in their research and development department to develop the medicines having quicker response. Companies should take the consumer preference while preparing the medicines. The company need to start more campaign programmes in rural and urban areas so that public awareness towards the therapy may increase. The company should promote the product through visual media advertisement and print media advertisement.

Keywords: descriptive research; corporate social responsibility; CSR; structured questionnaires; India; brand positioning; ayurvedic medicine; research and development; R&D; consumer preferences; public awareness; advertising.

DOI: 10.1504/IJBEX.2017.080601

International Journal of Business Excellence, 2017 Vol.11 No.1, pp.16 - 37

Received: 29 Jan 2015
Accepted: 23 Mar 2015
Published online: 01 Dec 2016 *

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