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.

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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%
All of the above 18 36%

Consumer Behavior Occurs

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.

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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%

Is not a situation in which consumer behavior occurs

Communications situation
24% 16%
8%
Purchase situation

Usage situation
52%

all of the above are situations in

which consumer behavior occurs

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.

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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%

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.

34 | P a g e
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.

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Q.12What are the reason that higher prices may not affect consumer buying?

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%

The resasons that higher prices may not affect

Most consumers prefer brand
names which have higher prices

30% 70% of the total population

38%
looks for quality services and is
willing to pay higher prices
Consumers believe that higher
16% prices indicate higher quality or
16% prestige
Most consumers feel that the
price is actually affordable

Interpretation:
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.

36 | P a g e
Q.13.In terms of consumption decisions, middle class consumers prefer to _____

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%

Consumption Decisions prefers to

18% Buy at a market that sells at a

30%
whole sale rates

18%
Buy what is popular

Buy only the brands which sell

at affordable prices
34%
Analyze the market and select
the best at the lowest prices

Interpretation:
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.

37 | P a g e
 CHAPTER-6
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
handed over to marketing department they will be deciding about allocating the
targets to sales force .

38 | P a g e
 CONCLUSIONS

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

service rendered.

2) 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.

3) 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.

4) 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

5) We accept the first hypothesis, customer prefer Himalaya products more

because of their trust over the company.

6) We accept the second hypothesis, from the survey it is concluded that

market share of Himalaya is more than its competitors.

39 | P a g e
 SUGGESSTIONS

Himalaya Drug have to ensure that all customers are satisfied, the service
provider should avoid biasness, prejudice or discrimination against some
customers. Developing a genuine desire and passion to serve others with skills and
knowledge to serve their customers excellently. The business should engage in
collection of customers opinion on services they render. The personnel dealing
directly with the customers improves their satisfaction ,training and seminar should
be conducted so that the best quality of service is delivered.
High quality of services leads to customer satisfaction. The immediate response to
customers complain increases emotional satisfaction as assurance that problems are
solved on time which helps them retain their customers which increases loyalty.
Customers express brand association through behavior. Brand associations are
represented as emotional impression in the memory such that customers are
emotionally satisfied by services received which gives no room considering an
alternative.
Supphellen suggests emotional brand association increases brand loyalty by
becoming the dominating determinant of choices. Retaining customers is cheaper
compared to attracting new ones. A business usually puts emphasis on the
relationship between the consumers perceptions about the quality of the service
they receive.Information of data from consumers promotes the improvement of
services which inturn increase brand loyalty.

40 | P a g e
 CHAPTER-7
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

41 | P a g e
 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

42 | P a g e
Q.4 Which are the four factors that influence consumer buyer behavior
according to you:

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?

43 | P a g e
 a) communications situation
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

44 | P a g e
Q.12What are the reason that higher prices may not affect consumer buying?

a) Most consumers prefer brand names which have higher prices

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

45 | P a g e