PROJECT REPORT

ON

“A STUDY TO MEASURE MARKET POTENTIAL AND CUSTOMER

BUYING MOTIVES WITH REFERENCE TO HIMALAYA DRUG
COMPANY”
Submitted IN THE PARTIAL FULFILLMENT FOR THE AWARD OF DEGREE

MASTERS IN BUSINESS ADMINISTRATION IN MAHARISHI

DAYANAND UNIVERSITY, ROHTAK SESSION 2022-2024

SUBMITTED TO : SUBMITTED BY:

DR. RAJESH SIWACH NISHANT
{Asst. Prof.} MBA 4TH SEM
(MRIM, ROHTAK ) ROLL NO:345

MATU RAM INSTITUTE OF MANAGEMENT, ROHTAK

(AFFILIATED TO MAHARISHI DAYANAND UNIVERSITY, ROHTAK)

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 DECLARATION

I here-by declare that the project with title “STUDY TO MEASURE MARKET POTENTIAL

AND CUSTOMER BUYING MOTIVES WITH REFERENCE TO HIMALAYA DRUG

COMPANY” has been completed by me in partial fulfillment of MASTER OF BUSINESS

ADMINISTRATION degree FROM MDU UNIVERSITY and this has not been submitted for

any other examination and does not form the part of any other course undertaken by me.

SIGNATURE OF STUDENT

SIGNATURE OF

SUPERVISER

ACKNOWLEDGEMENT

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Someone has rightly said that practical experience is much far better than having
theoretical knowledge in the class room, Any job in this world, however trivial or tough
cannot be accomplished without the assistance of other.

I wish to express my deep sense and Special thanks to Dr. RAJESH SIWACH MRIEM
Rohtak. gratitude to my project supervisor, who in her benevolent guidance has enabled
me to accomplish my project. She has been a great source of inspiration all the way.
Without her keen interest, incessant, encouragement and invaluable suggestions this report
couldn't have attained its present shape with zeal and enthusiasm.

My sincere thanks to all other faculty members and all the persons who are associated
with this project for their assistance. Several persons have made their valuable
contribution to this work.

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 INDEX
Chapter No. Title Page NO.

Chapter 1: INTRODUCTION 6-11

Introduction 6-8

Company Profile 9-10

Vision and Mission 11

Chapter 2: LITERATURE REVIEW 12-14

Chapter 3: RESEARCH DESIGN 15-

Research Problem 15

Research Methodology 16-19

Objective of Study 20

Hypothesis 21

Importance Of Market Potential And Customer Buying Motives

22-24

Chapter 4: DATA ANALYSIS AND INTERPRETATION 25-37

Chapter 5: FINDINGS, SUGGESTIONS AND CONCLUSION 38-40

BIBLIOGRAPHY AND ANNEXURE 41

QUESTIONNAIRE 42-45

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 CHAPTER-1
INTRODUCTION

It is detailed study of market potential performance to detect strengths and

weaknesses. The gathering, classifying, comparing & studying of company‟s sales
data, strictly speaking, gathering of sales data is not a part of analytical effort s but
it substantially and vitally affects the quality of market potential.Market potential
provides additional information. For example that the increased sales volume came
from product carrying a lower than average gross margin.

Through sales analysis, management seeks insight on strong and weak territories,
high volume, low volume products and type of customers providing satisfactory
and unsatisfactory sales volume. It uncovers details that otherwise lie hidden in the
sales record. It provides information that management needs to allocate sales
efforts effectively.

If sales management relies on the raw data, the result may be misleading. It
depends solely on summary of the sales data. It has no way to evaluate the
effectiveness of its own activities and those of the sales force if we say that sales
have gone up by 5% over previous year‟s with 1% decline profit.

Market potential provide the management with additional information make an in-
depth study of why the margin is insufficient though sales management seeks
insight on the sales territories with the most satisfactory and the least satisfactory
sales volume .Market potential will then uncover significant details why it is so. It
provide necessary information, management need in order to allocate future sales

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effort effectively. The role of sales manager in market potential is to make a
detailed analysis of the available data ad use them properly to initiate action.

The sample selection process requires the form of sample be specified. For this
purpose, researcher has subjectively decided which particular group will be part of
the study. In a sample survey a small part of the entire population is subjected to
the research. This sample is considered to be the true representative of the entire
universe and decided upon certain criteria.

Data for market potential : Market potential is nothing but to collect, classify, study
the company sales data. Collection of data is not part of analytical part, but it
vitally affect the quality of the sales analysis. Market potential is generally based
on data already in existence.

It is called secondary data. Secondary data may be gathered either from

internal sources such as invoice or shipping records or from external sources such
as marketing research agencies, government agencies, trade association and trade
journals. Secondary data are often readily available but their use should be with
caution. The sales management has to rearrange them according to their needs.

Himalaya Drug Company maintain their internal sales records in some detailed
manner showing individuals sales, sales by products, by classes of customers, by
size of order and other pertinent break downs of sales data.

Data are sometimes especially collected for the purpose of finding the
market potential. This may be called primary data and may be collected under the
control of sales management according to its needs.

The main purpose of market potential is to convert raw sales data into actionable
information for sales manager. The process involving editing, tabulating and cross
tabulating and also breaking them down into various way to make them
comparable.

6|Page
 When the sales planning is done, the sales manager finds out the potential
market. Sales manager collects the information and analyses it and then compare
the actual one with standards.

An evaluation program review both the nature and extend of sales force
efforts and influence of external variables, once the degree of influence of
controllable and uncontrollable factors are determined. Sales management can
decide whether to corrective action or to revise the sales plan or both.

MARKET SIZE
India to have that with the greater digital adoption, the Indian healthcare market, which is

worth about $ 200 billion, will grow at a compound annual rate of 28% up to $ 280 billion by

2025. The health care market can increase upto four times to $ 472 billion in 2025. India

experience 28-32% growth of the medical industry is expected to double from today (April 2017)

from $ 5 billion to $ 20 billion from r. By 2020. Medical tourists in India have increased by more

than 50 percent to 200,000 in 2016 from 130,000 in 2015 The healthcare information technology

market is currently valued at US $ 1 billion (April 2016) and is expected to increase 1.5 times by

2020. More than 80 percent of the antiretroviral drugs used worldwide to fight Acquired Immune

Deficiency Syndrome (AIDS) are provided by Global pharmaceutical companies. A total of

3,598 hospitals and 25,723 dispensaries across the country offer AYUSH treatments (Ayurveda,

Yoga and Naturopathy, Unani, Siddha and Homeopathy), thus ensuring the availability of

alternative medicines and treatments for people. In 2017, the Indian government granted

subsidies for the establishment of AYUSH educational institutions in the states and territories of

the Union.

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 COMPANY PROFILE

The Himalaya Drug Company is an Indian company established by M

Manal in 1930 and based in Bengaluru, Karnataka, India. It produces health care
products under the name Himalaya Herbal Healthcare whose products include
ayurvedic ingredients. It is spread across locations in India, United States, Middle
East, Asia, Europe and Oceania., while its products are sold in 92 countries across
the world.

The company has more than 290 researchers that utilise ayurvedic herbs and
minerals. A Hepatic drug, named Liv.52, is its flagship product, first introduced in
1955. Liv.52 to date has now over 215 clinical trials backing it. Himalaya Global
Holdings Ltd. (HGH), is the parent of The Himalaya Drug Company worldwide. It
is also the global headquarters of all Himalaya subsidiaries.

Founded by M Manal , the company was founded to commercialise the roots and
herbs products being used in natural form earlier. Today, the company has offices
across the globe, including India, USA, South Africa and other countries in
Europe, middle east, and Asia.

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Global markets
As of 2015, the company sold its products in 91 countries with about 50% of its
revenue from outside India.

Products

Himalaya Herbal Healthcare has a very wide range of products, which include
"pharmaceuticals, personal care, baby care, well-being, nutrition and animal health
products."TheNeem Face Wash is one of their most popular and well known
products. Mothercare products have been launched in 2016 with foray into
extensive research and development in systems of ancient Ayurveda medicines of
India. The company has a presence in 92 countries.

History of Himalaya:

Eighty years ago, on a visit to Burma, Himalaya’s founder, Mr. M. Manal, saw restless elephants
being fed with a root to pacify them. The plant from which this was taken is Rauwolfia serpentine.
Fascinated by the plant’s effect on elephants, he had it scientifically evaluated. After extensive research,
Serpina, the world’s first anti-hypertensive drug, was launched in 1934.

This legacy of researching nature forms the foundation of Himalaya’s operations. Himalaya uses
the tools of modern science to create pharmaceutical-grade ayurvedic products. We have pioneered
research that has converted Ayurveda’s herbal tradition into a complete range of proprietary formulations
dedicated to healthy living and longevity. Today, these products have found acceptance with medical
fraternities and serve the health and personal care needs of consumers in 67 countries.

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VISION

To bring ‘Ayurveda – the source of natural medication’, to the society in a modern-day form and to
untangle the mystery behind the 5000 year old system of medicine.

MISSION

Establish Himalaya as a science based, problem solving holistic brand with its source entrenched in the
ancestry of nature and characterized by trust and healthy lives.

PRODUCT & SERVICES

Himalaya’s products can be broadly classified into 3 main ranges viz.

Healthcare

Health maintenance, eye care, skin care, cardiac care, immune booster and cough control

Personal Care

Health care, oral care, hair care, skin care and baby care

Animal Health

Daily care products for sensitive cats and dogs

Each of the products under the categories mentioned above areayurvedic and have no side effects
after use.

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 CHAPTER 2

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 LITERATURE REVIEW

MahaboobBasha (2020) This article highlights “A Study on Consumer Behaviour towards Fmcg

Goods An Empirical Study with Special Reference to Nellore District of Andhra Pradesh. The author finds

that creating awareness regarding products is essential to grabthe market in the competitive world. The

researcher evaluates that when customer satisfied the purchasing level of the customer would gradually

increase by that the sales of the company will increase. Here in this research work researcher is trying to

find out differences in the opinion of consumers on the basis of Age, educational qualification, location

and gender regarding consumer behaviour towards fast moving consumer goods in Nellore District of

Andhra Pradesh.

Ganesh (2019) In his article titled Consumers’ Perception towards Brand Loyalty of FMCG

Products -An Analysis. The author analysed that the consumers’ perception towards +brand loyalty of the

FMCG product is awareness, knowledge, attitude of the brand, risk aversion to change the brand,

satisfaction and brand trust of the consumers, variables namely brand, image, product quality, product

knowledge, product involvement, products attributes and brand loyalty of consumers. Singh and Sharma

(2019) analyzed the customers’ perception towards brands of cosmetic products. The study used

exploratory-cum-descriptive research design. It was used judgment sampling to select female respondents

from the Hisar city of the Haryana State.

The study found that Majority of the customers used the major cosmetics like shampoo, powder,

cream. Lakme is the top brand of cosmetic which are preferred by customers. Vibhuti, et.al (2019) In their

article titled “A study on Consumer Buying Behavior towards Selected FMCG Products” The consumer

behaviour plays an important role in marketing of fast moving consumer goods. The authors highlighted

that the present era of globalisation needs and wants of consumers changes with time. The fast moving

consumer goods (FMCG) sector contributes a lot to the growth of India’s www.ijcrt.org © 2021 IJCRT |

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Volume 9, Issue 4 April 2021 | ISSN: 2320-2882 IJCRT2104573 International Journal of Creative

Research Thoughts (IJCRT) www.ijcrt.org 4773 GDP.Therefore it is necessary to identify the changes in

consumer buying behaviour towards FMCG products.

The study reveals examines the factors affecting consumer buying behaviour towards FMCG

products and finally effecting their decision making process. The study found that consumer behaviour is

largely effected by place, product, price, promotion, physiological and psychological factors. However

effect of these factors also differ from product to product. Thanigachalam (2019) In his article highlights

“the consumer behaviour towards fast moving consumer goods in Puducherry.” The importance

promotional offers, availability of brands are important that companies must give it sufficient

consideration before they plan and implement their marketing strategies.

The FMCGs sector is a very dynamic sector in India. A major goal is to satisfy the needs and

wants of consumer and their target markets more effectively and efficiently. Thanisorn and Byaporn

(2018) investigated the factors that influence perception of Thai consumers on facial herbal cosmetic

products in Thailand. They revealed that most of the interviewees were female with age between 26-30

years, casual worker, bachelor degree being the highest education and salary from 10,000 -15,000 baht

($285-430) per month. The marketing mix (4Ps: product, price, place and promotion) were the key factors

influencing Thai consumers’ perception on facial herbal cosmetic products.

The result found that Thai consumers were satisfied with physical appearance of products; texture,

odor, penetration characteristic and viscosity. Thai consumers trust in the safety of the Thai and imported

products. The imported products have new manufacturing technologies of production compare with the

Thai products but imported products are more expensive than Thai products. Thai consumers were

satisfied with packaging design and pump bottle shape of imported products.

The imported products had more interesting marketing promotion than the Thai products. The

marketing promotions are new product premium, promotion campaign eg. Cash discount, gift premium,

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fortune, tarot horoscope, makes up and massage workshop. Eze et al. (2018) examined the influence of

brand image, product knowledge, product quality, and price promotion on consumers’ purchase intention

for cosmetic products. They used a survey questionnaire to collect 204 responses from Generation Y

female consumers in Malacca, Malaysia.

Data collected were analyzed using multiple linear regression. The findings revealed that product

image, product knowledge and brand image emerged with a significant influence on intention to purchase

cosmetics. However, price promotion was not significant. Sarfaraz and Pratik (2018) examined the

consumer’s perception towards the private label and feeling associated with the purchase of private label

brand with special focus on Anand and Vadodara region. The study aimed to uncover current consumer

perceptions and attitudes towards, private label brands in the FMCG sector. The results of the study

indicated that the private label brands can be positioned as premium quality products with price levels

ranging from marginally below to the prices of category-leading manufacturer brands.

On the other hand, retailers can position their private label brands based on pure value

www.ijcrt.org © 2021 IJCRT | Volume 9, Issue 4 April 2021 | ISSN: 2320-2882 IJCRT2104573

International Journal of Creative Research Thoughts (IJCRT) www.ijcrt.org 4774 for money. This equates

to average quality products at very affordable prices. Unfortunately, private label brand packaging was

considered, for the most part, to be unattractive and failed to convey a sense of high product quality. A key

limitation of this study was the sampling frame.

CHAPTER- 3
RESEARCH PROBLEM

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 1) Due to high price of the product it may be unaffordable for people of rural areas to pay

for the product.

2) Giant competitors in the market like Colgate, Peopsodent that are already establish in the

market.

3) Himalaya needs to reach out to more customers.

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 RESEARCH METHODOLOGY

What is Research Methodology?

• A Voyage of Discovery, A journey, An Attitude, An Experience, A Methods

of Critical Thinking, A Careful critical Enquiry in seeking facts for
principles.

• An Art of scientific investigation

• A Systemized effort to gain new knowledge, a movement from known to

unknown

Types of Research Methodology

• Exploratory Research
Exploratory research is a type of research conducted for a problem that has
not been clearly defined. Exploratory research helps determine the best
research design, data collection method and selection of subject. It should
draw definitive conclusion only with extreme caution. Given its fundamental
nature, exploratory research often concludes that a perceived problem does
not actually exit.

• Constructive Research
Constructive research is perhaps the most common computer science
research method. This type of approach demands a form of validation that

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 doesn’t need to be quite as empirically based as in other types of research
like exploratory research.

• Empirical Research
Empirical research is a way of gaining knowledge by mean of direct
observation or experience, Empirical evidence (the record of one’s direct
observations or experiences) can be analyzed quantitatively or qualitatively.

Methods of Research Methodology

These are two types of Research Methodology

• Qualitative Method

Qualitative research helps to gain insight into people’s behaviors, value

systems, motivations, culture or lifestyles, and how these attributes have a
role to play in decision and policy making, communicating, and conducting
research.

Approaches of Qualitative Research

Direct Observation: In direct observation method, there is no participatory

involvement on the observer’s part. The observer is more a part of the
background and is as unobtrusive as possible. As there is no direct
participation, the observations are more detached. The researcher is
watching, and making notes for future use.

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 Interviews: Interviewing involves direct interaction between the researcher
and a respondent or group. There are two types of interviews; structured and
unstructured. Structured interviews are carefully worded questionnaires and
don’t allow much scope to deviate from it. Unstructured interviewing is
more informal, as compared to the former. It allows more exploration and
deviation in its approach, which is useful for exploring a subject more
broadly.
Participant Observation: This method for qualitative research is highly
dependent on the researcher’s ability to blend and extract information by being
part of an inventor group. This method requires the researcher to become an
active participant, while observing. It aims to gain a close insight of individuals
or social groups and their practices through an intensive participation with them,
in their natural environment, and often requires months or years to collect the
required data for analysis.

• Quantitative Method
In the social sciences, quantitative research refers to the systematic empirical
investigation of quantitative properties and phenomena and their relationships. The
objective of quantitative research is to develop and employ mathematical models,
theories and/ or hypotheses pertaining to phenomena. The process of measurement
is central to quantitative research because it provides the fundamental connection
between empirical observation and mathematical expression of quantitative
relationships.
Quantitative research is generally made using scientific methods, which can
include:
1. The generation of models, theories and hypotheses.

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 2. The development of instrument and methods for measurement.

3. Experimental control and manipulation of variables.

4. Collection of empirical data.

5. Modeling and analysis of data.

6. Evaluation of results.

Information about Research in “HIMALAYA DRUG COMPANY”

Research Type: Empirical Research

Research Method: Qualitative Method

Research Design: Convenience Sampling

Data Collection: Secondary Data

Sample Size: 50

Sample City: Nagpur

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 OBJECTIVE OF STUDY

1) To study the various product range & forms of Himalaya Drug Company.

2) To study the market potential of other similar products of competitors.

3) To study the customer buying motives towards Himalaya.

4) To study the market share of Himalaya.

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 HYPOTHESIS

A hypothesis is a tentative statement about the relationship between two or more variables. It is

specific, testable prediction about what you expect to happen in a study.

In line with the problem of this study has following hypothesis.

1. H11:Customers prefer more to buy Himalaya products compared by their other substitutes

because of their sincere approach towards customers

2. H12: Himalaya has a market share of around 19%, ahead of other brands.

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 IMPORTANCEOF MARKET POTENTIAL AND
CUSTOMER BUYING MOTIVES

Understanding the buying motive of a customer is essential for a

company as it helps the company to target the customer better. Buying motive
means that the customer requires a particular product to fulfill a certain need. No
matter how good a product is or how good the marketing is, unless the customer
has a need it would not matter. This makes buying motive extremely important in
business.

Motive and instincts are completely different keywords. Motives are

voluntary made such that a particular stimulus will take place where as instincts are
involuntary and generally inborn quality of a person. Ex: Thirst is an instinct but
aspire to buy a bottle of mineral water to quench thirst is a motive.

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DEFINITION OF MARKET POTENTIAL AND CUSTOMER
BUYING MOTIVES

Buying motive is the motive to persuade the desires of people so that they
buy a particular good or service. Buying motive relates to the feelings and
emotions of people which generates a desire to purchase. Any person does not buy
a product or service just because of excellent salesman pitch but he does also due
to the desire generated within him towards the product or service.

NEED OFMARKET POTENTIAL AND CUSTOMER BUYING

MOTIVES

Data for market potential : Market potential is nothing but to collect, classify, study
the company sales data. Collection of data is not part of analytical part, but it
vitally affect the quality of the sales analysis. Market potential is generally based
on data already in existence. It is called secondary data. Secondary data may be
gathered either from internal sources such as invoice or shipping records or from
external sources such as marketing research agencies, government agencies, trade
association and trade journals. Secondary data are often readily available but their
use should be with caution. The sales management has to rearrange them according
to their needs.

Some companies maintain their internal sales records in some detailed manner
showing individuals sales, sales by products, by classes of customers, by size of
order and other pertinent break downs of sales data. Data are sometimes especially
collected for the purpose of finding the market potential. This may be called
primary data and may be collected under the control of sales management
according to its needs.

23 | P a g e
The main purpose of market potential is to convert raw sales data into actionable
information for sales manager. The process involving editing, tabulating and cross
tabulating and also breaking them down into various way to make them
comparable. A number of comparisons are possible such as:

1. Current data can be compared with the past result measuring trend over the
years.
2. Current results of different territories, product or class of customers can be
compared with each other.
3. Internal performance data can be used for compared with each other .Different
ratio and percentages or variances can be used for comparison purposes. The final
step in the analysis process is interpretation or drawing conclusion from the
compiled data.

When the sales planning is done, the sales manager finds out the potential market.
Sales manager collects the information and analyses it and then compare the actual
one with standards. An evaluation program review both the nature and extend of
sales force efforts and influence of external variables, once the degree of influence
of controllable and uncontrollable factors are determined. Sales management can
decide whether to corrective action or to revise the sales plan or both.

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 CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

Q.1 Do you know about Himalaya drugs company:

Options No. of Percerntag

Respondents e

Yes 39 98%

No 1 2%

Sales
2%

No

98%

Q.2 Since how long you are using Himalaya drugs company products:

Option No. of Percentag

s Respondents e

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 Last 1 5 12.5%
year

Last 1 year to 5 1 30
years 2 %

Last 5 years to 10 1 25
years 0 %

For more than 10 1 32.5%

years 3

Duration of product uasage

13%
33%

30%

Last 5 Year to 10 years

25%

Q.3 What company you prefer for drug products:

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 options No. of Respondents Percentage
Himalaya 22 55%
Charak 3 7.5%
Dabur 10 25%
Tasly 5 12.5%

Prefernce

12%

25%
55%

Dabur

8% Tasly

Interpretation:

From the above study we conclude that maximum market share of Himalaya is
55% whereas minimum market share is Charak.

Q.4 Which are the four factors that influence consumer buyer behavior
according to you:

Options No. of Respondents Percentage

psychological, personal, social, CRM systems 20 40%

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 cultural, organizational, personal, psychological 16 32%
cultural, social, personal, psychological 14 28%
none of the above 0 0%
Influence ConsumerBuyer behaviour
0%
psychological,
28%
personal, social, CRM
40% systems
cultural, organizational,
personal, psychological

32% cultural, social,

personal, psychological

none of the above

Interpretation:

According to 40% respondent are prefer psychological, personal, social, CRM

systems are the four factors that influence consumer buyer behavior according to
them , 16% respondent are prefer for cultural, organizational, personal,
psychological, 28% respondent are prefer for cultural, social, personal,
psychological, 0% respondent are prefer none of the above.

Q.5The consumers' five steps of adopting a new product refer to which of the
following, According to you?

Options No. of Respondents Percentage

Awareness, interest, evaluation, trial, adoption 12 24%
Awareness, promotion, evaluation, trial, adoption 6 12%
Adoption, interest, evaluation, trial promotion 10 20%
Awareness, interest, cash cows, trial, adoption 12 24%

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 Five steps of adoptinga new product
Awareness, interest,
evaluation,trial, adoption
30% 30%
Awareness, promotion,
evaluation,trial, adoption
Adoption,interest,
15%
25% evaluation,trial
promotion
Awareness,interest,
cash cows, trial, adoption

Interpretation:

According to 24% respondent are prefer for Awareness, interest, evaluation, trial,
adoption are the five steps of adopting a new product, 12% respondent are prefer
for cultural, organizational, personal, psychological, 20% respondent are prefer for
cultural, social, personal, psychological, 24% respondent are prefer none of the
above.

Q.6Which of the following is an important cultural factor that should be considered

by marketers seeking international development?

Options No. of Respondents Percentage

Competitive synergy. 19 38%
Language. 6 12%
Natural resources. 5 10%
Technological sensitivity. 20 40%

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 Important Cultural factor

Competitive synergy.
40% 38%
Language.

Natural resources.
10% 12%

Technological
sensitivity.

Interpretation:

According to them 38% respondent are prefer for Competitive synergy, 12%
respondent are prefer for Language, 10% respondent are prefer for Natural
resources, 40% respondent are preferfor Technological sensitivity, is an important
cultural factor that should be considered by marketers seeking international
development.

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Q.7.Which of the following also includes a situation-specific component?
Options No. of Respondents Percentage
personality 12 24%
self-concept 8 16%
involvement 14 28%
demographics 16 32%

Situation Specific Component

24%
32% personality
self-concept
involvement
16%
demographics

28%

.
Interpretation:
According to them 24% respondent are agree for Personality, 16% respondent are
prefer for Self-Concept, 10% respondent are prefer for Involvement, 28%
respondent are prefer for Demographics, also includes a situation-specific
Component.
Q. 8Which of the following is a situation in which consumer behavior occurs?

Options No. of Respondents Percentage

Communications
situation 10 20%
Purchase situation 18 36%
Usage situation 4 8%

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 All of the above 18 36%

ConsumerBehaviorOccurs

20% Communications
36% situation
Purchase situation

36% Usage situation

8%

All of the above

.
Interpretation:
According to them 20% respondent are agree for Communication Situation , 36%
respondent are prefer for Purchase Situation, 8% respondent are prefer for Sage
Situation, 36% respondent are prefer for All of above is a situation in which
Consumer Behavior Occurs.
Q.9Which of the following is NOT a situation in which consumer behavior occurs?
Options No. of Respondents Percentage
Communications situation 8 16%
Purchase situation 4 8%
Usage situation 26 52%
all of the above are situations in which
consumer behavior occurs 2 4%

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 Is not a situationin whichconsumerbehavioroccurs
Communicationssituation
24% 16%
8%
Purchasesituation

Usage situation
52%

all of the above are situations in

whichconsumerbehavioroccurs

Interpretation:

According to them 16% respondent are agree for Communication Situation , 8%

respondent are prefer for Purchase Situation, 52% respondent are prefer for Usage
Situation, 4% respondent are preferfor All of above are situation in which
Consumer Behavior Occurs, is NOT a situation in which consumer behavior
occurs.

.
Q.10Understanding of consumer needs and then develops a marketing mix to

satisfy these needs.

Options No. of Respondents Percentage

The marketing concept 21 42%
The strategic plan 18 36%
The product influences 4 8%
The price influences 7 14%

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 Develops a marketing mix

14%
8% 42%
The marketing concept
The strategic plan
The product influences
36%
The price influences

Interpretation:

According to them 42% respondent are agree forThe marketing concept, 36%
respondent are prefer forThe strategic plan , 8% respondent are prefer forThe
product influences, 14% respondent are prefer for The price influencesare the
Understanding of consumer needs and then develops a marketing mix to satisfy
these needs.

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Q.11Whichare the factors that have been shown to affect consumer behavior.
Options No. of Respondents Percentage
Brand name, quality, newness, and
complexity 16 32%
Advertising, marketing, product, and price 10 20%
Outlets, strategies, concept, and brand
name 13 26%
Quality, advertising, product positioning,
and strategy 11 22%

To affect Consumer Behavior

Brand name, quality, newness, and

22% complexity
32%

Advertising, marketing, product,

and price
26%
20% Outlets, strategies, concept, and
brand name

Quality, advertising, product

positioning, and strategy

Interpretation:

According to them 32% respondent are agree for Brand name, quality, newness,
and complexity, 20% respondentare agree for Advertising, marketing, product, and
price, 26% respondentare agree forOutlets, strategies, concept, and brand name and
22% respondent are agree for Quality, advertising, product positioning, and
strategy are the factors that have been shown to affect consumer behavior.
Q. 2What are the reason that higher prices may not affect consumer buying?

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 Options No. of Respondents Percentage
Most consumers prefer brand names
which have higher prices 19 38%
70% of the total population looks
for quality services and is willing to
pay higher prices 8 16%
Consumers believe that higher prices
indicate higher quality or prestige 8 16%
Most consumers feel that the price is
actually affordable 15 30%

According to them 38% respondent are agree for most consumers prefer brand
names which have higher prices, 16% respondent are agree for 70% of the total
population looks for quality services and is willing to pay higher prices, 16%
respondent are agree for Consumers believe that higher prices indicate higher
quality or prestigeand 30% respondent are agree for Most consumers feel that the
price is actually affordable.
Q.13.In terms of consumption decisions, middle class consumers prefer to

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 Options No. of Respondents Percentage
Buy at a market that sells at a whole
sale rates 15 30%
Buy what is popular 17 34%
Buy only the brands which sell at
affordable prices 9 18%
Analyze the market and select the
best at the lowest prices 9 18%

According to them 30% respondent prefer to buy at a market that sells at a whole
sale rates, 34% respondent are prefer to buy what is popular, 18% respondent are
prefer to buy only the brands which sell at affordable prices and 18% respondent
are prefer to analyze the market and select the best at the lowest prices in terms of
consumption decisions, middle class consumers.

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 CHAPTER 5

FINDINGS OF THE STUDY

This is an important aspect of marketing since one has to do market
research related to their industry product which can be business to consumer or
business to business. Market potential is basically carried out to know the strength
in the industry also to allocate the target to the sales force based on optimum
market research which normally includes the customer requirement, there
expansion plans, investment etc. With optimum information sales manager knows
the amount of investment a company is going to make for the coming years. Based
on this authentic information a company can take steps.

Before going for market potential analysis you need to initially know
on which products you are carrying out market potential and then go for it. Market
potential is carried out by visiting to your customer or consumer site asking them
questions about your products.

Most important thing to note is market potential is very essential for

the company, so it should be carried out seriously and effectively. Now biggest
question arises that what you will be asking. You know market potential basically
gives company position in the market by finding how many players are there in the
Anti-Asthmatic Pharma Drugs market and finding who all are their customers.
Now to know about company's future position you need to ask what are your future
plans, investment, expansion plans, and accordingly you need to arrange data and

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handed over to marketing department they will be deciding about allocating the
targets to sales force .

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 SUGGESSTIONS

1. Segmentation Analysis: Divide the market into distinct segments based on

demographic, geographic, psychographic, and behavioral factors. Analyze the
buying motives and preferences of each segment to tailor marketing strategies
accordingly.
2. Competitive Landscape: Evaluate the competitive environment in which
Himalaya Drug Company operates. Identify key competitors, their market share,
product offerings, and pricing strategies to understand how Himalaya can
position itself effectively.
3. Product Portfolio Analysis: Assess the strengths and weaknesses of Himalaya's
product portfolio. Identify high-potential products and areas for improvement or
expansion based on customer preferences and market demand.
4. Brand Perception: Investigate how customers perceive the Himalaya brand.
Explore factors such as brand reputation, trustworthiness, and perceived value
to determine areas for brand enhancement and differentiation.
5. Consumer Behavior Trends: Explore emerging trends in consumer behavior,
such as increasing demand for natural and organic products or growing interest
in wellness and self-care. Align Himalaya's offerings and marketing strategies
with these trends to capitalize on market opportunities.
6. Recommendations for Strategy Development: Based on your findings,
provide actionable recommendations for Himalaya Drug Company to enhance
its market potential and better cater to customer buying motives. These
recommendations should be specific, measurable, achievable, relevant, and
time-bound (SMART).

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 CONCLUSIONS

Customers get value for their money when they purchase a product or on service

rendered. The Himalaya Drug Company is eyeing the organic segment for personal

care products in India with its Botanique brand, a readymade body care range

catering to international markets. Customer are satisfied with the brand, availability

and price of the Himalaya products. Its reputation is for clinically studied, pure, and

safe herbal healthcare products that are based on extensive scientific validation and

straighten quality controls. Last year, the segment contributed around 40% to

turnover. Himalaya has a market share of around 19%, ahead of brands such as

Garnier, Clean & Clear and Ponds.

Conclusion of Hypothesis

1) We accept the first hypothesis, customer prefer Himalaya products more because of

their trust over the company.

2) We accept the second hypothesis, from the survey it is concluded that market share

of Himalaya is more than its competitors.

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 BIBLIOGRAPHY AND ANNEXURE
BOOKS:

1. Digital Marketing for Dummies By Ryan Deiss and Russ Hennesberry, 2017
2. For recommended SEO books, see my Best SEO Books post.
3. Don’t Make Me Think Revisited: A Common Sense Approach to Web
Usability By Steve Krug
4. Google Adwords for Beginners: A Do-It-Yourself Guide to PPC Advertising
5. Introduction to Programmatic Advertising By DominikKosorin, 2016
6. Blogging: A Practical Guide to Plan Your Blog: Start Your Profitable Home-
Based Business with a Successful Blog by Jo and Dale Reardon, 2015

WEBSITE:

1) https://himalayausa.com/

2) https://himalayawellness.in/pages/our-story

3) http://www.himalayawellness.com/
4) https://in.linkedin.com/company/the-himalaya-drug-company

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 QUESTIONNAIRE
PROFILING FORM
Name:

Age:

Qualification:

Q.1 Do you know about Himalaya drugs company:

a) Yes

b) No

Q.2 Since how long you are using Himalaya drugs company products:

a) Last 1 year

b) Last 1 year to 5 years.

c) Last 5 year to 10 years.

d) For more than 10 years.

Q.3 What company you prefer for drug products.

a) Himalaya

b) Charak

c) Dabur

d) Tasly
Q.4 Which are the four factors that influence consumer buyer behavior
according to you:

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 a) psychological, personal, social, CRM systems
b) cultural, organizational, personal, psychological
c) cultural, social, personal, psychological
d) none of the above

Q.5The consumers' five steps of adopting a new product refer to which of the
following?

a) Awareness, interest, evaluation, trial, adoption

b) Awareness, promotion, evaluation, trial, adoption

c) Adoption, interest, evaluation, trial promotion

d) Awareness, interest, cash cows, trial, adoption

Q.6Which of the following is an important cultural factor that should be considered

by marketers seeking international development?

a) Competitive synergy.
b) Language.
c) Natural resources.

d) Technological sensitivity.

Q.7Which of the following also includes a situation-specific component?

a) personality
b) self-concept
c) involvement
d) demographics

Q. 8Which of the following is a situation in which consumer behavior occurs?

a) communications situation

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 b) purchase situation
c) usage situation
d) All of the above

Q.9Which of the following is NOT a situation in which consumer behavior occurs?

a) communications situation
b) purchase situation
c) usage situation
d) all of the above are situations in which consumer behavior occurs

Q.10Understanding of consumer needs and then develops a marketing mix to

satisfy these needs.

a) The marketing concept

b) The strategic plan
c) The product influences

d) The price influences

Q.11Whichare the factors that have been shown to affect consumer behavior.

a) Brand name, quality, newness, and complexity

b) Advertising, marketing, product, and price
c) Outlets, strategies, concept, and brand name
d) Quality, advertising, product positioning, and strategy
Q.12What are the reason that higher prices may not affect consumer buying?

a) Most consumers prefer brand names which have higher prices

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 b) 70% of the total population looks for quality services and is willing to pay
higher prices
c) Consumers believe that higher prices indicate higher quality or prestige
d) Most consumers feel that the price is actually affordable

Q.13.In terms of consumption decisions, middle class consumers prefer to

a) Buy at a market that sells at a whole sale rates

b) Buy what is popular
c) Buy only the brands which sell at affordable prices
d) Analyze the market and select the best at the lowest prices

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