A

PROJECT REPORT

ON

AWARENESS OF BRAND SHARANGDHAR IN DISTRIBUTION CHANNEL AND

RETAIL MARKETS WITH RESPECT TO CONSUMER PROSPECTIVE.

Project Report Submitted to

SAVITRIBAI PHULE PUNE UNIVERSITY

In Partial Fulfilment of Requirement for the Award Degree

Of

Master of Business Administration (M.B.A.)

By

Bhagyesh Nakhare (MBA 2nd Year)

Under the guidance of

Prof. Sagar Pawar

Sinhgad Institute of Management (SIOM)

(Academic Year 2017-2019)

1
 DECLARATION

I,undersigned, hereby declared that the Project Report entitled “Awareness of Brand Sharangdhar in
distribution Channel and Retail Markets with respect to Consumer Prospective” written and submitted by me
to the Savitribai Phule Pune University, Pune in partial fulfilment of requirement for the Award Degree of
MBA under the guidance of Prof. Sagar Pawar ,is my original work except the topics on Organization
Profile and the conclusion drawn therein are based on the material collected by myself.

(Bhagyesh Nakhare)

Place: Pune

Date:

2
 ACKNOWLEDGEMENT

I take this opportunity and priviledge to express my deep sense og gratitude to

Hon.Director(SIOM) Dr. Parag Kalkar, My guide Prof. Sagar Pawar. They have been a source of Inspiration
to me & I am indebted to them for initiating me in this field of Research.

I take this opportunity and priviledge to articulate my deep sense of gratitude to the
Program Director, of Sharangdhar Pharmaceuticals Pvt. Ltd and HR Head Mr. Zyaneshwar, works for other
timely help and positive encouragement.

I wish to express special thanks to all teaching & non-teaching staff members of Sinhgad
Institiute of Management Studies Vadgoan (BK), Pune for their continous support. I would like to thank all
my Family members, relatives, and friendsfor their help and Encouragement.

Signature

(Mr.Bhgyesh Nakhare)

3
 INDEX
Sr.No Particulars Page
No.

1 Introduction 4
2 Literature Review 7
3 Objectives of the Study 11
4 Scope of the Study 13
5 Profile of the Organization 15
6 Company Profile 19
7 Organization Flow Chart 20
8 Research Methodology 21
9 Data Analysis and Interpretation 25
10 Findings and suggestions 41
11 Conclusion 43
12 Annexures 45
13 Bibiliography 50

4
 CHAPTER 1

INTRODUCTION

5
1.1: Basic Theoritical Concept of the topic:

Marketing concept starts with the Consumer needs and in behaviour in meeting these needs. Every action of a person
is based on needs. The real problem is to learn what a customer takes into consideration when he chooses a particular
brand. Such a study is concerned with consumer behaviour.

Consumer/ buying behaviour is that subset of human behaviour that is concerned with decisions and acts of
individuals in purchasing and using products. Consumer behaviour is that subset of consumer behaviour , is concerned
with decisions that lead to act of purchase.

Consumer behaviour refers to the behaviour that consumer displays in searching for purchasing, using , evaluating
and disposing of products and services that they expect will satisfy their needs. The study of consumer behaviour is
the study of how individuals make their decisions to spend their available resources (Time, Money, effort) on
consumption related items. It includes the study of what they buy, why they buy, when they buy, how often they buy it
and how often they use it?

A human being by nature is very complex. It is difficult by nature to understand the human brain behaviour. It is the
human brain which directs all the activities of a human being. It is said that human brain is like a black box. It is very
difficult to see it.

In other words it can be said that consumer behaviour refers to all the psychological, and sociological reasons of
individual consumers respond to marketing.

To fully understand how consumer behaviour affects marketing, it is vital to understand the three factors that affects
consumer behaviour : Psychological, Personal and social.

Psychological Factors:

In daily life consumers are being affected by many issues that are unique to their thought process. Psychological
factors can include perception of a need or suitation the person ability to learn or understand information and an
indiviuals attitude . Each person will respond to marketing message based on their perception and attitude. Therefore
marketers must take these psychological factors into account when creating campaigns, ensuring that their campaigns
will appeal to their largest audience.

Personal factors

Personal factors are characteristics that are specific to person and may not relate to other people with same group.
These characteristics may include how a person make decisions, their unique habits and interests, and opinions. When
considering personal factors decisions are also influenced by age, gender, background, culture and other personal
issues. For eg, an older person will likely exhibit different consumer behaviour than a younger person meaning they
will choose products differently and spend their money on items that may not interest a younger generation.

6
Social factors:

The third factor that has significant impact in consumer behaviour is social characteristics. Social influencers on quite
diverse and can include a person family, Social interaction, Work or school communities or any group of people a
person affiliated with. It can also include a person social class which involves income living conditions and education
levels. The social factors are diverse and can be difficult to analyze wherein developing marketing plans.

However it is critical to consider social factors in consumer behaviour as they gently influence how people respond to
marketing messages and make purchasing decisions. For eg, how using a famous spokesperson can influence buyers.

7
 1.2:

LITERATURE REVIEW

8
The topic of consumer behaviour is one of the massively studied topics by the researcher and marketers in the past and
still being studied. Researchers show diffrent reasons as to why consumer behaviour has been the topic of many
academics and researchers. One of the common views is that understanding consumer behaviour has become a factor
that has direct impact on the overall performance of the bussiness . Another view suggested that understanding
consumer behaviour has become crucial especially due to fierce competition in retail industry.

It has been established that that consumer buying behaviour is that outcome of the needs and wants. Of the consumer
and they purchase to satisfy their needs and wants. Although it sounds simple and clear these needs can be various
depending on their personal factors such as age ,psychology and personality. Also their are some other external factors
which are broad and beyond the control of the consumer.

Consumer behaviour Christopher (1989) Studied the shopping habits of consumers to form an idea of whether or not
the store concepts, Product ranges and strategies of the company are appropriate toward s consumer requirements. He
believed that consumer behaviour are unpredictable and changing continuously while trying to understand how
indiviuals or groups make their decisions to spend their available resources on consumption related items. These are
factors that influence the consumer before, during, and after purchase(Schiffman and Kanuk,1997).For eg. Feedback
from other customers , Packing ,Advertising, and Product appearance,and Price(Peter and Olsonetc,2005). The
essence of this approach is critical for organizational success so that they can have a better understanding of their
customer behaviour(Solomon et al,2006). The physical actions or behaviour of consumer and their buying decisions
everyday can be measured directly by marketers(Papanastassiu and Rouhanni,2006) for that reason many
organizations these days are spending lot of their resources to research how consumer makes their buying decisions,
what they buy, how much they buy, when they buy, and where they buy(Kotler and Armstrong,2001). To get a
coherent results, organization normally looked at these behaviours base their analysis and on difference conceptions
,whether the customers buying behaviour were measured from different prospectives, such as product quality, and
better sevices, lower price structure etc. (Paapanastissiu and Rouhani,2006)

Different theories and researchers have claimed that when organisation fully meet all aspects of its customers needs.
The result enhances their profitability(Choudhari, 2006) and also enable them to develop a better tackling strategies
for consumers(Asseal,1998). Possibly the most challenging concept in marketing deals with understanding why
buyers do what they do and what method or philosophy are they using to evaluate the product after the transaction and
what might be the effect of future transactions(Schiffman 2004). The reason why marketers choose to learn about
consumers buying behaviour is from a business prospective to be able to more effectively reach consumers and
increase the chances for success.(Sergeant and West, 2001) Therefore the field of consumer behaviour has taken a
tremendous turn in the commercial world and became the fundamental concept of achieving goal(Schiffman and
Kaunak,2007)

More recently , different researchers and authors have given their definition and meaning of consumer behaviour. For
Michel R. Solomon, consumer behaviour typically analyze the process of group selected or individual purchases of
product service concept or experiences to satisfy their needs and desires. Additionally Kotler suggested that consumer
behaviour has a huge impact in a firm marketing decisions making process every year. There is a risk that what a
customer does will inflict on his or her behaviour or general consequences(Snoj,Pisnik Koda& Mumel,2004)
9
The user and a purchaser can be different person in some cases another may be an influencer providing
recommendations for or against certain products without actually buying or using them.(Solomon 1999,Solomon et
al,1999)

In this case most of the large consumer electronics retailers tend to gather more information about customers
motivating factors and what influence their buying behaviours /Solomon and Stuart(2000).

To get-in depth understanding consumer behaviour concept will give us an idea about on how it plays significant role
in our life and in the whole trend of business profit to various firm which will allow the researchers to get the analysis
and determine product positioning ,devlop the message and targeting the strategy in order to reach the
market.(Holskins J, 2002) Consumer behaviour involve lot of aspects such as:

Complex buying behaviour:

This kind of buying behaviour involves the consumer making a purchase decisions .This kind of buying behaviour
demand consumer to highly involves within the process. In case of high involvement consumer distinguish salient
diffrences among the competing brands(Kotler, wong ,saunders,Armstrong2005). This phenomenon is particularly
essential for Dixon Consumers and make a good purchase decisions about the firm own manufacturing products . In
case they invent a new technology electronics products or audio video equipment that is too expensive.

Dissonance reducing buying behaviour

This type of buying behaviour also has high consumer involvement. In terms of expensive and infrequent purchase
,consumer also undergoes reducing dissonancy behaviour. It is extremely difficulty to differentiate among brands in
this type of buying behaviour.(Kotlers, wong ,saunders,Armstrong 2005).Diffrentiating dixxons electronics
Products/Equipments in the same store from PC World or Currys is a daunting task and consumer buying these
products may encounter a dissonance reducing buying behaviour ,as electronics are usually expensive and self
expressive. Consumer may easily assume that the available electronic brand in the store/ Market within a certain range
to be of the same quality. Then if the products does not meet customer expectation it will result to consumer to
experience post purchase dissonance (after sales discomfort) (Kotler, wong ,saunders,Armstrong 2005.)

Habitual buying behaviour:

Contrariwise, in this type of buying behaviour consumer have lesser levels of involvements. It implies that consumer
do not have to bother to retrieve information about the available products and brands in the market. So therefore there
are no potential differences between the different brands. Whether this factor will have damaging effects on Dixons
will be analyzed at the findings and analysis chapter below. Because of the less level of involvement,in habitual
buying behaviour consumer don’t often go to stores to purchase products.(Kotler,Wong,Saunders,Armstrongs,2005)

10
However some believed that if the consumer persistently purchasing the same product repeatedly it becomes habit and
their mindset and perception changes overtime about the brand and provider.(Cohen and Mannion,1987). This
conception will portray the consumer to have unconcentioulsly devlop a brand loyalty to that particular brand due to
consumer regular buying habits.(Cohen and Mannion,1987)

Variety seeking buying behaviour:

This type of consumer level of involvement is low. However consumer may become critical in terms of brand
differences. Additionally consumer may easily switch from PC World to Currys .ie. from one brand to another. The
consumer can now have beliefs about various brands and choose a brand without much evaluation, but they evaluate
that product at the time of purchase . In this high technology world, Consumer switches their brand not because of
dissatisfaction but because of that enormous trend of technological equipment.(Aaker,1991)

11
 1.3.
OBJECTIVES OF THE STUDY

12
1. Identify customer Expectations form services provided by Sharangdhar Pharmaceuticals

2. To analyze the customer’s expectations.

3. To know the expectations of customers from a company so those can be compared with company policies.

4. To gather the best output by providing the best services to clients while also fulfilling their requirement.
Expected project output:
1. Conduct the survey by approaching the retailers as well as customers .
2. Filling up the Questionnaire .
3. Submitting the feedback to the Organization as per the guidelines.
4. While survey we also made awareness among the consumer about easily accessible product through e-
commerce.
5. We also met doctors to prescribe the products to the customers, as Sharangdhar is only involoved in OTC.

13
 1.4.
SCOPE OF THE STUDY

14
1. By approaching the Retailers we came to know what exactly are the expectations of the Clients w.r.t. Pricing
,Packaging of the products loyalty towards the brand etc.

2. By questionnaire we were easily accessible to appraoach the customersand guiding the customer about the usage of
the product , and also created brand awareness in the minds of the consumer.

3. Through the survey we were also able to inform the loyal customers about NPD(New product Devlopment) and its
usage.

4.We also conducted CSR Activity during procession in pune. This resulted in more sales of the products and
ultimately lead to revenue generation for the organization.

5. Through this revenue generation and successful running of the organization sharangdhar is selling products abroad.

15
 CHAPTER 2

PROFILE OF THE ORGANIZATION

16
2.1. EXECUTIVE SUMMARY

We, Sharangdhar Pharmaceuticals Pvt. Ltd., established our operations in the year 1992 as one of the acclaimed
manufacturer, supplier, trader, distributor, exporter, importer and wholesaler of Ayurvedic Formulations. Our products
assortment comprises of Ayurvedic Tablets, Ayurvedic Medicine and Ayurvedic Pharma Medicines that are vastly
demanded among our precious customers. We believe in offering the best quality medication and to make sure for the
same.
We have established a state-of-the-art infrastructure that is equipped with latest technology based machines that
supports us with the hassle free production and storage of all the medications. To manage the workspace and
operations, we have hired a team of experienced professionals, who are well trained to follow the industry standards
while making these pure and highly effective formulations. It is because of the undivided dedication and hard work
that we have achieved a large number of customers worldwide. We are exporting our products to mainly USA,
Japan, Italy, Canada, Germany and Dubai.
QUALITY

1. Quality Assurance
Paying paramount attention to quality, we have been able to manufacture products in accordance with the international
quality standards and have gained us a top notch position in the market. We have a well defined quality management
lab where in our quality personnel keep a strict vigil on the whole manufacturing process. Right from the procurement
of the herbs and chemical till the final dispatch of our formulations, each aspect related to production is paid immense
attention.

Quality auditors carry some tests on our products at certain parameters such as:

 Side effects
 Purity
 Composition
 Appearance

1. Client Satisfaction

We have been persevering to be a leading manufacturer and exporter of ayurvedic and herbal products in the
global market. We are nurturing this aim with full dedication and have been able to achieve satisfied clientele,
which is spread all over the globe. Through our range of herbal medicines and herbal cosmetic products we are
Due to our commitment to deliver qualitative herbal products and customer-centric approach we have earned the
confidence of esteemed customers spread across India, Japan, USA, Spain, Italy and all over the globe with high

17
 level of consistency in offering pure ayurvedic products we have become the first choice of our clients and have
attained a reckoned name in the domain.
2. Quality Policy
We are highly concerned with the quality of Ayurvedic formulations that we offer. For the preparation of these
medicines, we make use of pure and natural ingredients obtained from our reliable and dependable vendors. In
addition, we carry out several tests to examine the quality of our product selection. We are the preferred choice of our
customers for offering the best quality possible.
Quality of our products is controlled on the basis of the following parameters:
 Natural
 Pure
 Effective
 Accurate composition
 Healing properties
 Longer shelf life
 Hygienic packaging

2. Research & Development

3. In a nation where the average R & D spend is less than 0.5% of revenues, where less than 1% of all companies
in the pharmaceutical/traditional medicine sector have an active R & D program, Sharangdhar is a torchbearer.

We are well strengthened with adequate research and development facilities that are solely devoted for the
development and production of high quality, safe and cost effective natural health care products. In order to
achieve this goal, we strongly promote joint research activities with academic institutions, renowned scholars
with in the industry and undertake clinical trials with world-renowned institutes from time to time to
constantly monitor the efficacy of the products.

Infrastructure Facilities
We are backed by a spacious infrastructure that is well equipped with numerous machines based on latest and
advanced technology. Our workspace is managed by a team of experts that ensures that all the operations are carried
out on a hassle free manner. In addition, we have divided our infrastructure into multiple units so that one section does
not get affected by the work in another. We have divided our spacious infrastructure into the following
sections:
 Manufacturing
 Warehouse and packaging
 Research and development
 Quality control
 Administrative

18
 Company profile:

Company Name Sharangdhar Pharmacueticals Pvt Ltd

State Maharashtra

Company Management MD: Mr. Jayant abhyankar

DGM: Priya Ma’am

HR Head: Mr. Zyaneshwar

Address Madiwale Colony, Sadashiv Peth Pune

Head Office Madiwale Colony, Sadashiv Peth Pune

Phone No 08048719349

E-Mail ---------------

Website www.sharangdhar.co.in

Year Established 1992

No.of Employees 100+

Clients 100+

Trained Candidates More than 50+

Recruited Candidates 50+

Focussed Areas Manufacturing, Quality, Sales and Marketing, E- Commerce.

Systems Their own Portal

Logo

19
 2.3.Organizational Flow Chart

BOARD OF DIRCTORS

CHAIRMAN AND CEO

CO- FOUNDER AND CHIEF FINNANCIAL OPERATIONS (CFO)

PROGRAM DIRECTOR

MANAGEMENT TEAM

BOARD COMMITTEES

20
 CHAPTER 3

RESEARCH METHODOLOGY

21
3.1 What is research?
Defined in simplest terms, research is searching for and gathering information, usually to answer a particular question
or problem. Research projects of various types and complexity are an integral part of the college experience and offer
you the opportunity to learn a valuable set of skills. In fact, the ability to locate and evaluate information - which is the
essence of research and a valuable skill in many areas of life - is a large part of what it means to be an educated
person.
Before examining types of research designs it is important to be clear about the role and purpose of research design.
We need to understand what research design is and what it is not. We need to know where design fits into the whole
research process from framing a question to finally analyzing and reporting data. This is the purpose of this chapter.

Types of research
A) Descriptive Research
B) Exploratory Research
C) Applied Research
D) Fundamental Research
E) Analytical Research
F) Diagnostic Research
G) Experimental Research
H) Quantitative Research

I) Qualitative Research
In this organization the Descriptive Research and Analytical Research is to be used for working in the organization
Descriptive Research: Descriptive research is a fact‐finding investigation with adequate interpretation. It is
more specific as it focuses on the particular aspects or dimension of the problem studied. It is designed to gather
descriptive information. The main purpose of the descriptive research is the description of the state of affairs as it
exists at present. The main characteristics of the descriptive research is that the researcher has no control over the
variables; he can only report what has happened or what is happening. The data are collected by using one or more
appropriate methods i.e. observation, interview, and questionnaire.
Analytical Research: Analytical study is the system of procedures and techniques of analysis applied to
quantitative data. The researchers have to use facts or information already available and analyze these to make a
critical evaluation of the materials or topic. It may consist of a system of mathematical models or statistical techniques
applicable to numerical data. This is also known as „statistical research or method‟. This study aims at testing
hypothesis and specifying, interpreting relationships. It is used or concentrates on analyzing data in depth and
examining relationship from various angles by bringing in as many relevant variables as possible in the analysis plan.

22
4.3 Methodology
Research methodology adopted for this research was Descriptive research and Analytical research. The main
characteristic of both research is that it means a particular set of method used for collecting the information pertaining
to the objective of the project. It also involves customer’s satisfaction about online services of the same finding out the
preferences about online services as well as to take the decision in the organization...
4.4 TOOL USED FOR DATA ANALYSIS
Primary Data
Primary data is the first hand information collect by the researcher from interaction and observation. Under this
project has been collected through the use of following method of primary data collection.
1. Primary data has been collected through direct personal interaction and general discussion with HR of MPB digital
India Pvt. ltd as well as executives of the organization.

2. Discussion with experts.

Secondary Data-
Secondary data are these data which do not originate from the investigator, but are obtained from someone else’s
internal records or source of published data are called secondary data. Secondary data are second hand data.
1. Web sites were used as the vital information source.
2. Personally and online collect information about service provider customers.
4.5 Sampling-

The study was carried among the staff member of MPB digital India Pvt. ltd by meeting them and gathering the
information about customers recent working services and the expectations and also his preference for the services
that they are interested or not.

23
 CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

24
 CUSTOMER QUESTIONNAIRE

(1 ) Aware about sharangdhar products?

SR.NO RESPONDENTS PERCENTAGE

1 YES 100%
2 NO 0%

250
217

200

150

100 Series1

50

0
0
Aware abt YES No
Sharangdhar
products

Description:
The above chart specifies that 100% people are aware about Sharangdhar Products. Because well
established Brand having good potential in the market.

(2)Do Retailers provide any Patient counselling?

SR.NO REPONDENTS PERCENTAGE

1 YES 75%
2 NO 25%
112
111
111
110
109
108
107 Series1
106
105
104
103
Do Retailers provide YES NO
patient counsell?

25
Description:The above chart specifies that more than 75% retailers provide patient Counselling but
simultaneously 25% retailers don’t provide patient Counselling. There is no need to provide counselling
because customers are aware about the products and Brand.

(3)Are directions properly displayed on labelling?

SR.NO RESPONDENTS PERCENTAGE

1 YES 100%
2 NO 0%

250
217

200

150

100 Series1

50

0
0
Are directions YES NO
properly displayed on
labelling?

Description:
The above chart specifies that more than 100% directions are properly displayed on labelling. Labelling is
informative. Eg. Dosage, Remarks such as to be sold on the Prescription.

(4) Aware about Free consultation by sharangdhar?

SR.NO RESPONDENTS PERCENTAGE

1 YES 30%
2 NO 70%

26
 114 113
112
110
108
106
104
104 Series1
102
100
98
Aware abt free YES NO
consultation by
sharangdhar?

Description:
The above study specifies that 70% customers are unaware about free consultation, but simultaneously 30%
customers are aware about Free consultation by Sharangdhar. There are not aware because the new
diversification of the background of the crowd/ Audience coming in the city.

(5) Any Requirement of Awareness of sharangdhar Products?

SR.NO RESPONDENTS PERCENTAGE

1 YES 25%
2 NO 75%

160
139
140
120
100
77
80
60
Series1
40
20
0
Any requirement for YES NO
awareness of
sharangdhar
products?

Description:
The above chart specifies 75% are aware about Sharangdhar Products but simultaneously 25% are unaware
about Sharangdhar Products. There is no requirement for awareness because brand is having good potential
in the market with great visibility at stores.

27
(6)How you came to know about Sharangdhar?

SR.NO SOURCES PERCENTAGE

1 Advertisement 90%
2 T.V. 10%
3 Relatives 0%

250

201
200

150

100 Series1

50
14
0
0
How you came Advt=1 Relatives=2 T.V.=3
to know about
sharangdhar?

Description:The above study specifies that more than 90% customers came to know through
Advertisement, 10% customers came to know through T.V. as a media. And 0% people came to know
through relatives. Because of the Advertisement have increased.

(7) Chances of switching to other products by customers?

SR.NO AGE GROUPS PERCENTAGE

1 00-10 20%
2 20-30 75%
3 >40 5%

28
 120 114

100
84
80

60

40 Series1

20
3
0
Chances of 00-10 20-30 40-100
switching to
other products
by customer?

Description:
Middle Age Group i.e. Teenagers Age group has has highest Probability of Switching to other brand.
Whereas Children with similar Age Group also has moderate Probability of switching to other brand. But as
per the above data Adults have least probability of switching to other brand.It totally depends on the Age
group.The conclusion for it is Higher /age Group normally retains due to loyalty with the Brand.

(8) Are you satisfied by sharangdhar products?

SR.NO AGE GROUPS PERCENTAGE

1 Maximum 5%
2 Average 75%
3 Minimum 20%

180
160
140
120
100
80
Series1
60
40
20
0
Satisfied by MINIMUM AVERAGE MAXIMUM
sharangdhar
prod?

29
Description: The above study specifies that 75% people think that the quality and the effect of
Sharangdhar is Average. 20% people think that the effect is minimum, and 5% people think that effect is
maximum. Crowd is satisfied by Sharangdhar, due to ease of availability at stores and now selling products
through E-Commerce.

(9) How is pricing as compared to other competent products?

SR.NO PRICING RESPONSE PERCENTAGE

1 Maximum 5%
2 Average 20%
3 Minimum 75%

140 130
120
100
76
80
60
40 Series1
20 10
0
Pricing as MINIMUM AVERAGE MAXIMUM
compared to
other
competent
products?

Description:
The above study specifies that more than 75% customers think that Pricing is Maximum of Sharangdhar as
compared to other competent Products , but simultaneously also 20% customers think that Pricing is
Average and 5% customers think that pricing is minimum. Pricing has increased rapidly due to change in
price of the Raw materials , Processing time required etc.

(10) How is packaging of Sharangdhar Products?

SR.NO PACKAGING RESPONSE PERCENTAGE

1 Maximum 20%
2 Average 75%
3 Minimum 5%

30
 140 133

120

100

80 71

60
Series1
40

20 12

0
Packaging of MINIMUM AVERAGE MAXIMUM
sharangdhar
prod?

Description: Packaging is now found satisfactory for ease in identification of the Products at Stores and
similarly also for the customers visibility at the Stores.

31
 RETAILERS QUESTIONNAIRE

(11) Do you give any Discount on MRP?

SR.NO RESPONDENTS PERCENTAGE

1 YES 75%
2 NO 25%

200 188
180
160
140
120 113

100
80 Series1

60
40
20
0
Any discount on YES NO
M.R.P.

Description:
The above study specifies that more than 75% Retailers provide Discount on MRP. But simultaneously 25%
retailers don’t provide any discount on MRP. Normally loyal and regular customers get discounts on MRP.

(12) Do they meet demand from the market?

SR.NO RESPONDENTS PERCENTAGE

1 YES 95%
2 NO 5%

32
 350
291
300

250

200

150 Series1

100

50
10
0
Do the meet demand YES NO
from the market?

Description: 95% retailers think that sharangdhar meet demand from the market . Only 5% retailers think
that they don’t meet demand from the market. Yes there is as such no shortage regarding availability of the
Products.

(13) Is it required to provide any information to customers?

SR.NO RESPONDENTS PERCENTAGE

1 YES 25%
2 NO 75%

250

198
200

150

103
100 Series1

50

0
Require to provide YES NO
info to customers?

Description:
More than 75% retailers think that there is no need to provide any information to customers. But
simultaneously 25% retailers think that there is need of providing information to customers. No as such
there is no requirement to provide any information to customers because of the Booklets provided by the
Organization.
33
(14) Is there any Requirement for sharangdhar to enter into new segmentation?

SR.NO RESPONDENTS PERCENTAGE

1 YES 0%
2 NO 100%

350
297
300

250

200

150
Series1
100

50
4
0
Any requirement to YES NO
enter into new
segmentation?

Description:
The above chart specifies that 100% retailers think that there is no need to enter into new segmentation. As
such there is no requirement to enter into new Segmentation.

(15) Doing well with OTC Products?

SR.NO RESPONDENTS PERCENTAGE

1 YES 100%
2 NO 0%

350
291
300

250

200

150 Series1

100

50
10
0
Doing well with YES NO
O.T.C. Prod?

34
Description:
The above study specifies that 100% retailers think that they are doing well with OTC Products. Form OTC
there is maximum revenue generation.

(16) Do they require any Alliance?

SR.NO RESPONDENTS PERCENTAGE

1 YES 0%
2 NO 100%

350

300 290

250

200
Series1
150

100

50
11
0
Reqire any alliances? YES NO

Description:
100% retailers think that they there is no need for any Alliances. There is as such no need for the Alliances
because of good revenue generation and Profits.

(17) How is demand for OTC Products?

SR.NO DEMAND FOR OTC PERCENTAGE

1 Maximum 20%
2 Average 75%
3 Minimum 10%

35
 250
227

200

150

100 Series1

45
50 29

0
How is demand 1=MINIMUM 2=AVERAGE 3=MAXIMUM
for O.T.C. Prod?

Description:
The above study specifies that 75% retailers think that there is an average demand for the OTC Products.
Only 20% retailers think that there is a maximum demand for the OTC Products. Hardly 10% retailers think
that there is a minimum demand for the OTC Products. Demand for OTC vary according to the Age Groups.

(18)How is Availability?

SR.NO AVAILABILITY PERCENTAGE

1 Maximum 25%
2 Average 75%
3 Minimum 0%

200
178
180
160
140
122
120
100
80 Series1

60
40
20
1
0
How is 1=MINIMUM 2=AVERAGE 3=MAXIMUM
availability?

Description:
More than 75% retailers think that there is an average availability. More than 25% retailers think that there
is a maximum availability. The availability is Average to Minimum but as such there is no shortage of the
Products at Stores.
36
(19)How many are repeat Customers?

SR.NO REPEAT CUSTOMERS PERCENTAGE

1 Maximum 90%
2 Average 10%
3 Minimum 0%

250 234

200

150

100 Series1
64
50
2
0
How many are 1=MINIMUM 2=AVERAGE 3=MAXIMUM
repeat
customers?

Description:
90% customers are Repeat customers according to the study. Maximum are repeat Customers.

(20)How is purchasing power of customers?

SR.NO INCOME GROUPS PERCENTAGE

1 Maximum 75%
2 Average 25%
3 Minimum 0%

37
 180 163
160
140 131
120
100
80
60 Series1
40
20 7
0
How is 1=MINIMUM 2=AVERAGE 3=MAXIMUM
purchasing
power of
customers?

Description:
75% of the customers have maximum purchasing power. More than 25% customers have moderate
purchasing power. Purchasing Power of the customers depend on the Age Group. High income Groups are
willing to spend though Prices increased. It depend totally on the effect.

(21) What is the Age Group which buy Sharangdhar Products?

SR.NO AGE GROUP PERCENTAGE

1 Maximum 75%
2 Average 25%
3 Minimum 0%

200 190
180
160
140
120 109
100
Series1
80
60
40
20
2
0
Age group 1=MINIMUM 2=AVERAGE 3=MAXIMUM

Description:
75% customers are of Maximum age group i.e. 60+. 25% customers are of Moderate age Group i.e. 40+.

Customers with Higher Age Group retained with the brand.

38
(22) Is there any chances of brand switching by the Retailers?

SR.NO CHANCES OF PERCENTAGE

SWITCHING
1 00-10(Least) 75%
2 20-30(Moderate) 20%
3 >40(Maximum) 10%

200 189
180
160
140
120
100 84
80 Series1
60
40
19
20
0
Chances of 00-10 20-30 40-100
brand switching
by retailers?

Description:
75% retailers don’t do any sort of Brand Switching. 20% retailers do moderate brand switching. Hardly 10%
retailers also similarly convince the Customers about trying some other brand. Brand Switching by the
Retailers id very less. It vary according to the Area, Pricing, Income etc.

(23) Is there any demand for laxative daily?

SR.NO DEMAND PERCENTAGE

1 00-10 50%
2 20-30 50%
3 >40 0%

39
 180
160
160
141
140
120
100
80 Series1
60
40
20
0
0
Demand for 00-10 20-30 40-100
laxative daily?

Description:
50%customers don’t demand for laxatives daily. 50% retailers have moderate demand for laxatives daily.

Demand for Laxatives is very less.

(24) Customers w.r.t. pathy?

SR.NO DEMAND PERCENTAGE

1 00-10 25%
2 20-30 75%
3 >40 0%

250
218

200

150

100 Series1
83

50

0
0
Customers 00-10 20-30 40-100
w.r.t. pathy?

Description:
According to the findings Moderate demand i.e.75% customers demand for Pathy. 25% customers don’t
demand for pathy. Demand for Pathy at stores and E-Commerce is high

.
40
 CHAPTER 5
FINDINGS AND SUGGESTIONS

41
The study came across the following findings during undergoing of the Project:

 The Study found out that due to Rise in Price it had a major impact on the decrease in
sales. It had the major impact on the customers.
 The customers responded maximum for the Packaging of the Products as it is more
feasible for them as well as retailers for the Identification.
 Due to rise in price of the Products chances of brand switching to other products or
Brand was found maximum. But in case of loyal customers the brand switching was
moderate i.e. 50%.
 Maximum age group normally prefers sharangdhar Products but simultaneously
moderate age group also prefers Sharangdhar Products.
 From the study it was found that there is no need for Sharangdhar to enter into new
segmentation.
 Also the study proved that there is no need for any Alliances for sharangdhar.
 The study found that Retailers don’t prefer any Brand Switching for the customers.
Normally customers prefer the brand which is more suitable for him with effects.
Normally the brand switching vary w.r.t areas.
 According to the study it was found that maximum customers have high purchasing
power.
 Maximum customers using the products are repeat customers.
 Sharangdhar is doing really well with OTC Products.
 Maximum retailers think that there is no need to provide any information to customers
about the usage of the products or any patient counselling.

42
CHAPTER 6

CONCLUSION

43
 After an analysis of response received it has been concluded that the people here are more
interested in Brand for Sharangdhar well as OTC Products. Customers perceptions towards
a brand is built largely on the satisfactory level of the user receives after paying for the
products and the benefits the user looks for.In the above study the large portion of the user is
satisfied from ayurvedic formulations and products. The user using the products the age
group was maximum. The satisfaction brings the retention of the customers.It is found that
the respondents are very much conscious about the Quality as well as Pricing for the same.

44
ANNEXURES 1

45
(1) Are you aware about any SharangdharProducts?

A) YES B)NO
(2) Do Retailers provide any Patient Counselling?
A) YES B)NO
(3) Are directions properly displayed w.r.t. Labelling?
A)YES B)NO

(4) Are you aware about free consultation by Sharangdhar?

A) YES B)NO

(5)Is there any requirement of awareness of sharangdhar products?

A) YES B)NO

6) How you came to know about Sharangdhar?

A) ADVT B) RELATIVES C) T.V.

7) What are chances of switching to other Products?

A) 00-10 B) 20-30 C)>40

8) Are you satisfied with Sharangdhar Products?

1= Minimum to 3= Maximum

9) How is Sharangdhar Products price as compared to competent Products?

1= Minimum to 3= Maximum

10) How is packaging of Sharangdhar Products?

1=Minimum to 3= Maximum

46
ANNEXURES 2

47
(1) Do sharangdhar give any discount on MRP?
A) YES B) NO

2) Do Sharangdhar meet demand from the market?

A) YES B)NO

3) Is there any requirement to provide information to customers about pathy?

A)YES B) NO

4) Is sharangdhar doing well with OTC Products?

A)YES B) NO

5) Is there any requirement of Alliances?

A)YES B) NO

6) How is demand for OTC Products?

1= Minimum to 3= Maximum

7) How is availability of sharangdhar Products?

1= Minimum to 3= Maximum

8) How many are repeat customers of Sharangdhar?

1=Minimum to 3=Maximum

9) How is Purchasing power of the customers?

1= Minimum to 3= Maximum

10) What is the Age group for sharngdhar Product ?

1= Minimum to 3= Maximum
48
11) What are the chances of Brand Switching by you?

00-10= Minimum 20-30= High and 40 and above

12) Are customers keen to know about Pathy?

00-10= Minimum 20-30= High and 40 and above

13) How much is the demand for the laxatives daily?

00-10= Minimum 20-30= High and 40 and above

49
 BIBILIOGRAPHY

Books : Philip Kotler

Websites:

http:// www.sharangdhar.com
http:// docslide.net

http:// India-Pharma.sharangdhar.com

http:// eminencejourna

http://elsevier.com

Research Paper or Articles:

Elsevier Journal

50