IDEAS home Printed from https://ideas.repec.org/a/ids/ijbexc/v11y2017i1p16-37.html
   My bibliography  Save this article

Brand positioning of ayurvedic medicine in Indian milieu

Author

Listed:
  • K. Santhana Lakshmi
  • K. Mohamed Jasim
  • K. Prabhakar
  • S. Jahira Parveen

Abstract

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

Suggested Citation

  • K. Santhana Lakshmi & K. Mohamed Jasim & K. Prabhakar & S. Jahira Parveen, 2017. "Brand positioning of ayurvedic medicine in Indian milieu," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 11(1), pages 16-37.
    • Handle: RePEc:ids:ijbexc:v:11:y:2017:i:1:p:16-37
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=80601
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbexc:v:11:y:2017:i:1:p:16-37. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=291 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.