A STUDY ON CUSTOMER SATISFACTION

TOWARDS K.P NAMBOODIRIS PRODUCT

Project report submitted in partial fulfillment of the requirements for the award
of the degree of
BACHELOR OF BUSINESS ADMINISTRATION WITH
COMPUTER APPLICATIONS
OF BHARATHIAR UNIVERSITY

Submitted by
PRASOBH.P
1925G0475

Under the guidance of

Dr. V. Vaidehi Peryal ,M.B.A., Ph.D
HEAD OF THE DEPARTMENT
DEPARTMENT OF BUSINESS ADMINISTRATION WITH COMPUTER
APPLICATIONS
AJK COLLEGE OF ARTS AND SCIENCE
COIMBATORE.

May-2022
 CERTIFICATE

This is to certify that project report entitled “A STUDY ON CUSTOMER

SATISFACTION TOWARDS K.P NAMBOODIRIES PRODUCT” submitted
to Bharathiar University in partial fulfilment of the award of degree of
BACHELOR OF BUSINESS ADMINISTRATION WITH COMPUTER
APPLICATIONS is a record of original work done by me during period of the
study in AJK COLLEGE OF ARTS AND SCIENCE under the supervision of
Dr.V.Vaidehi Priyal, assistant professor in Department of Business Administration
with Computer Applications.

Signature of the Guide

Place: Coimbatore
Date:

Signature of the HOD Signature of the

Principal

Viva-voce examinations held on:

INTERNAL EXAMINER EXTERNALEXAMINER

2
 DECLARATION

I hereby declare that the project record has been undergone by me at

AJK COLLEGE OF ARTS AND SCIENCE, Navakkarai, Coimbotore and that
the report is submitted in partial fulfillment of BHARATHIAR
UNIVERSITY for the award of the degree of BACHELOR OF BUSINESS
ADMINISTRATION WITH COMPUTER APPLICATIONS is reward of
original work done by me under the guidance of Dr.V.Vaidehi
Priyal ,MBA , Phd Assistant Professor during the period of my study at
AJK COLLEGE OF ARTS AND SCIENCE.

PLACE: PRASOBH.P

DATE: (Reg. no:1925G0475)

3
 ACKNOWLEDGEMENT
I would like to express my special thanks of gratitude to my guide Dr. V. Vaidehi Priyal ,
assistant professor as well as our Principal Dr. B. SATHEESH KUMAR ,who gave
me the golden opportunity to do this wonderful project on the topic “A STUDY
ON CUSTOMER SATISFACTION TOWARDS K.P NAMBOODIRIES
PRODUCT” which also helped me in doing a lot of research and I came to know
about so many new things ,
I heartly thank our project supporting guide Mrs. UMAMAHESHWARI HEAD
OF THE DEPARTMENT for her guidance and suggestions during this project
work.
I am really thankful to them
I would also like to thank my parents and friends who helped me a lot in finishing
this project within the limited time.
I am making this project not only for marks but also to increase my knowledge.

Thanks again who all helped me

4
CHAPTER NO. TITLE PAGE NO.
LIST OF TABLES

LIST OF CHARTS

ABSTRACT

INTRODUCTION

STATEMENT OF THE
PROBLEM
OBJECTIVE OF STUDY

NEED FOR STUDY

RESEARCH METHODOLOGY

LIMITATION OF THE STUDY

REVIEW OF LITERATURE

OVERVIEW OF THE STUDY

ANALYSIS AND
INTERPRETATION
FINDINGS
SUGGESTIONS
CONCLUSION

BIBLIOGRAPHY

APPENDIX

5
SL. CONTENTS PAGE
NO NO
LIST
4.1 AGE
OF TABLES
4.2 GENDER
4.3 MARITUAL STATUS
4.4 EDUCATION
4.5 OCCUPATION
4.6 MONTHLY INCOME
4.7 BRAND OFK.P NAMBOODIRIESPRODUCT
4.8 USERS OFK.P NAMBOODIRIESPRODUCT
4.9 SATISFACTION LEVEL OF CUSTOMERS
4.10 SOURCE OF INFORMATION ABOUTK.P NAMBOODIRIES
PRODUCT
4.11 RECOMMEND THIS HIMALYA BRAND TO OTHER

4.12 THE PRODUCT ARE USE IN WHICH MONTH

4.13 PRODUCT ARE COST

4.14 BELIVE THEK.P NAMBOODIRIESPRODUCTS ARE NATURURAL
PRODUCTS
4.15 SIDE EFFECTS OFK.P NAMBOODIRIESPRODUCTS
4.16 QUALITY OF PROVIDE
4.17 PURCHASE OFK.P NAMBOODIRIESPRODUCT FREQUENTLY

4.18 INFLUENCE FACTORS OF HIMAYAYA PRODUCT

4.19 PRICE RANGE IS COMPARITABLE FOR MIDDILE CLASS

4.20 RESON FOR BUYINGK.P NAMBOODIRIESPRODUCT AMONG

CUSTOMERS
4.21 PRICE RANGE IN COMPACTABLE FOR MIDDLE CLASS

4.22 REASON FOR BUYING PRODUCT

4.23 OPINION OF USE OF PRODUCT BECAUSE THEY ARE MOST

AVAILABLE
4.24 LOYAL CONSUMER

4.25 INFLUENCE BY

6
7
SL. CONTENTS PAGE
NO NO
4.1 AGE

4.2 GENDER
4.3 MARITUAL STATUS
4.4 EDUCATION
4.5 OCCUPATION
4.6 MONTHLY INCOME
4.7 BRAND OFK.P NAMBOODIRIESPRODUCT
4.8 USERS OFK.P NAMBOODIRIESPRODUCT
4.9 SATISFACTION LEVEL OF CUSTOMERS
4.10 SOURCE OF INFORMATION ABOUTK.P
NAMBOODIRIES PRODUCT
4.11 RECOMMEND THIS HIMALYA BRAND TO OTHER

4.12 THE PRODUCT ARE USE IN WHICH MONTH

4.13 PRODUCT ARE COST

4.14 BELIVE THE HPRODUCTS ARE NATURURAL PRODUCTS

4.15 SIDE EFFECTS OFK.P NAMBOODIRIESPRODUCTS

4.16 QUALITY OF PROVIDE
4.17 PURCHASE OFK.P NAMBOODIRIESPRODUCT
FREQUENTLY
4.18 INFLUENCE FACTORS OF HIMAYAYA PRODUCT

4.19 PRICE RANGE IS COMPARITABLE FOR MIDDILE CLASS

4.20 RESON FOR BUYINGK.P NAMBOODIRIESPRODUCT

AMONG CUSTOMERS
4.21 PRICE RANGE IN COMPACTABLE FOR MIDDLE CLASS

4.22 REASON FOR BUYING PRODUCT

4.23 OPINION OF USE OF PRODUCT BECAUSE THEY ARE

MOST AVAILABLE
4.24 LOYAL CONSUMER

4.25 INFLUENCE BY

CHART OF CONTENT

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9
10
Chapter-1
ABSTRACT

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ABSTRACT

This project aims in the study of consumer satisfaction on K.P Namboodiries

product. The ayurvedic company giving its natural product has effectively shown
its result with less side effects .The quality of the product along with customers
satisfaction are measured with its price . Through different data collection and
analysis product analysis is done . The specific tooth shows no signs of any
degeneration and in fact seems stronger now. I have also found that with
regular use of this tooth paste, even my gums are stronger and I don't have
even occasional bleeding. I was in India a few months ago and stocked up
on Dr Namboodiri's Tooth Paste - which, by the way, I bought in Kerala at a
cost of Rs.39 for a 100mL tube - about 66 cents US! People are getting
ripped off here in N.America at $4.99+ for a 50mL tube. I really recommend
this wonderful product, which I consider to be superior in many ways to the
leading toothpastes. It cleans, refreshes and heals. I have not so far written
a review for any other product. I felt compelled to write this review because
of the effectiveness of this one.

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 CHAPTER 2

INTRODUCTION

13
INTRODUCTION

The essence of marketing is an exchange or a transaction, intended to satisfy human

needs or wants. That is marketing is a human activity direct at satisfying needs and wants
, through an exchange process. A demand is want for which the consumer is prepared to
pay a price. A want is anything or a service the customer desire or seeks. Want become
demands when backed by purchasing power.

A need is anything the consumer feels to keep himself alive and healthy. A transaction
consists of a value between two parties. A transaction differs from a transfer. A transfer
may receive nothing in return. The aim of marketing is to make sales in order to earn
reasonable profit for the procedure. k.P Namboodiris products has its wealth of
knowledge and research , in natural herbal remedies , to formulate a range of personal
care products that cater to our daily health needs . This range offers the goodness of
natural solution for daily use with no side effects. Personal care products are one of the
very essential and common use consumer product for every individual in their day to day
life irrespective of rich and poor, caste and religion, etc.

K.P Namboodiris is worldwide pioneer in the field of scientifically validated herbal health
care .Its reputation id for clinically studied, pure, and safe herbal health care products
that are based on extensive scientific validation and stringent quality controls. K.P
Namboodiris is the present portfolio of parametrical, personal care, well being and
health products K.P Namboodiris has involve in to a “head to heel” herbal wellness
company from giving the creative freedom to push be boundaries of research to fostering
a culture of open communications and diversity , the nurturing work environment brings
out the best in their team and allows K.P Namboodiris to developed the best products .
Each and every K.P Namboodiris employee is unique and contributes to the success of
organizations.

Marketing requires co-ordination, planning, implementation of campaigns and employs

with the appropriate skills to ensure marketing success. Marketing objectives, goals and
targets have to be monitored and met, competitor strategies analysis, anticipated and
exceeded. Through effective use of market and marketing research an organization
should be able to identify the needs and wants of the customer and try to deliver
benefits that will enhance or add to the customer lifestyle, while at the same time
ensuring that the satisfaction of these needs results in a healthy turnover for the
organization Marketing requires co-ordination, planning, implementation of campaigns
and employs with the appropriate skills to ensure marketing success. Marketing
objectives, goals and targets have to be monitored and met, competitor strategies
analysed, anticipated and exceeded. Through effective use of market and marketing
research an organization should be able to identify the needs and wants of the customer
and try to deliver benefits the enhance or add to the customer lifestyle, while at the
same time ensuring that the satisfaction of these needs results in a healthy turnover for
the organization.

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 Chapter -3
STATEMENT OF PROBLEM

15
STATEMENT OF PROBLEM
Different varieties of the products are available in the market consumer prefer
the variety of products high quality, low price and attractive wrappers . Most of the
consumers are satisfied with quality products and some of the consumers prefer other
factor each product differs from one another in term of price, quality, quantity, offers
advertisement etc.

The competition is servers and the manufacture has to consider of the opinion
of the consumer .In the context, the research is interested in studying the consumer
preference and satisfaction towards the K.P Namboodiris products.

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 CHAPTER -4

OBJECTIVES OF STUDY

17
OBJECTIVES OF STUDY
To analyse the customer satisfaction towards K.P Namboodiris
products.
To know the factors which influence the buying decision of K.P Namboodiris products

To suggest measures to improve the customer satisfaction.

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 CHAPTER-5

SCOPE OF THE STUDY

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SCOPE OF THE STUDY
It is aimed to identified the satisfaction level of the customer and demand on various
benefits provided an promotional activity adoptively the company

It helps to identified the area where the company should focus in order to increase
there customer base and generate more prescription

The study brings out with a new plan and promotional activity which will create a
new customer base for the company

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 CHAPTER-6

RESERCH METHODOLOGY

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RESERCH METHODOLOGY
The study assume the characteristics of descriptive in order to study the customer
satisfaction towards K.P Namboodiris products among human in Kottayi
Gramapanchayath selected as a area of analysis of the study .

SOURCES OF DATA

A research can collect required information for the two sources namely:-

1.Primary data :

Primary data is directly collected from the respondents. It is the first

hand information. In this project primary data where collected from the

respondents by administrating questionnaire.

2.Secondary data
2
Secondary data is a data have been already collected by an readily available from other
sources .Articles, journals, newspapers and website

Sampling design of the study

The population is very large and it is difficult to define and to get the complete from
there for , the study is conducted on the basis of purposive sample method for 50
respondents the sample size compare of different types of customers who are potential
users of K.P Namboodiris products .

SAMPLE SIZE
Sample size is used conducted the studies only 50 respondents.

SAMPLE METHOD
The research was made by the survey in accordance convenience of the consumers. So
the sample size of convenience sampling.

TOOLS USED TO STUDY

Analysis of data was done using percentages. Tables were used for presenting the data

LIMITATAION OF THE STUDY

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 1. While analysis the primary data human error may occurred.
2. The time for study is very limited .
3. Highly cost
4. Whatever the data available in the books and internet are the limited source of
information for the customer satisfaction of K.P Namboodiris product.

SCHEME OF THE STUDY

The present study “A study on Customers satisfaction towards K.P Namboodiris
products” Is organized and presented in various chapters.

Chapter 1: introduction
Chapter 2:Review of literature
Chapter 3:Therotical frame work
Chapter 4: Data analysis and interpretation
Chapter 5: Findings, Suggestion and Conclusion

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 CHAPTER 7
REVIEW OF STUDY

24
 REVIEW OF LITERUTURE

Deepallsingh (2001)
In his study’s enticed “entitled, “consumer behaviour and banking retail product and
analysis”. Stresses that the borrower’s attitude is an important factor for the
improvement of housing loan schemes. Ching-chow Yang (2003) has stated that
“consumer satisfaction measurement” highlights the strength and the area of
improvement in the quality of product. Continuous improvement is considered one of
the important quality activities for a firm to pursue the best quality for its products.
Through the continuous improvement actions, the enterprise can increase consumer
satisfaction and raise profits.

Dr. Jayant Deopujari

In this study entitled "Clinical dietetics in charka samhita with special reference to skin,
skin care and skin diseases" arrives at the conclusion that due to the pollution and faulty
way of life, allergic manifestation of different food articles, hypersensitivity to certain
drugs and its skin manifestation are causes of skin disease. remains salient about skin
disease on account of the cosmetics.

Mr. Charles B. Islander Janet

Worsleynorwood in his book "Skin: Head-to-Toe Tips for Health ", he argues that healthy
skin is about more than just looking good. As human body's organ, skin is a vital part of
overall good health. Yet threats to human skin's health-sunlight, chemicals, bacteria, and
even foods and medication are seemingly everywhere. Too often, information on skin
care comes from advertisements, magazine and cosmetics counter attendants, despite
the fact that their conclusions may be contradictory or even wrong. It also throws lights
on health and beauty from head to toe. But this book concentrates much on skin's health
but nothing is discussed as regards Ayurveda cosmetics.

John William, A.Chelladurai, T.Rajesh (February 2016)

Identified the strategies implemented by the new entrants like K.P Namboodiris
personal care and the level of customer satisfaction further the study portrays the
awareness and the customer loyalty. The study helps to identified the factors influencing
the customer satisfaction in the modern world like purpose, spending power, awareness
so on and the emerging business scenario from the customer side are observed and
analysed.

NITYA L, AND DURAI ESWARI’S (July 2016)

Identified the customer satisfaction level and the problem faced by the customer.
Statistical tools such as percentage analysis, chi-square analysis and weighted score

25
analysis have been used to analyse the data. Finding of the study reveals that there is no
significant relationship between personal information and level of satisfaction of K.P
Namboodiris product. This research study was conducted to increase our current
understanding of K.P Namboodiris personal care market in general and analyse consumer
decision making in particular.

K. Meenakshi Sundari, R. Janaki (December 2016)

This study on consumer preference towards K.P Namboodiris Skin care .The
primary objective of this study was to know the consumer perception of consumers who
consumed the K.P Namboodiris skin care products. Factors influenced to purchase
K.PNamboodiris products First rank had been given to price. There was no significant
relationship between personal information and study factor of K.P Namboodiris skin care
products. The study reveals that most of the respondents were aware of the K.P
Namboodiris skin care products.

Dr.P.Sekar, Ms.K.Ramya (2017)

The study reveals that most of the respondents are aware about K.P
Namboodiris ayurvedic products. Now a day’s people are considering the cosmetics are
not only for a luxurious but also consider for improving health condition.

Ayurveda manufacturing company is a leading company to introduce best brand. The

company has got good name and same for its quality and innovative products to satisfy
the current demand for their customer.

Dr. K. S. Kavitha, T. Anish Fathima(2017)

Herbs is one of the most oldest, widely accepted, highly appreciated herbal
products. Today herbal products believe to help people build their good health with the
help of natural sources. The research concludes that customer satisfaction plays a vital
role in determining the usage of herbal products.

Dr.K.Lakshmi Priya (2017)

The modern marketing is highly competitive and transitional one. In this study it
is found that K.P Namboodiris was the first mover among the other brands available in
the market. Majority of the customers are satisfied with the product. The weakness of
the face wash is high cost and less quantity. The main competitors for them are
Indhulekha, Amway, Lakame, Garnier. Hence, it is concluded that retaining of customers
is a real challenging to the manufacturer.

Ms. K. Sujatha, Ms. S. Amala (2018)

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 Using cosmetics in today’s life has become a necessity, and people are not
considering cosmetics as luxury. Every one want to use quality skincare products, and
there is a shift over from chemical based cosmetics to K.P Namboodiris products, for its
Ayurvedic base and quality. The study reveals that there is good awareness about K.P
Namboodiris Skincare products both among men and women. In this situation of growing
demand for skincare products and heavy competition, new strategies may be undertaken
to convince and attract more consumers.

Dr.P.Sekar, Ms.K.Ramya (2017)

The study reveals that most of the respondents are aware about K.P
Namboodiris ayurvedic products. Now a day’s people are considering the cosmetics are
not only for a luxurious but also consider for improving health condition. K.P Namboodiris
ayurvedic manufacturing company is a leading company to introduce best brand. The
company has got good name and same for its quality and innovative products to satisfy
the current demand for their customer.

Rashi Bansal (2016)

As per the survey done it was found that cosmetics and skin care products are
part of most people's daily grooming habits. The average adult from the age of fifteen
years uses at least five different skin care products each day. These include moisturizers,
sunscreens, skin cleansers, hair care items, deodorants, coloured cosmetics, and nail
cosmetics. People consider quality and herbal nature of products most important factor
while making a purchase. And herbal is very much synonyms with good quality. Among all
the herbal brands available in the market K.P Namboodiris is the most preferred one,
followed by Lotus and Shehnaz Husain line of products and Biotique is the least preferred
brand. People feel that the options of various cosmetics available in herbal range is very
less, like, Kajal Eyeliner the most widely used cosmetic is not available in herbal range
factor while purchasing a cosmetic. Therefore, it can be seen that for a cosmetic to be
successful, it should be of good quality.

Anumesh Kariappa (2016)

Customer satisfaction is the important thing in the marketing concept because
without satisfying customers a company which cannot sustain in the market forever , not
only that customers mind is a changing one. In this study it is examine that most of the
customers are satisfied with the brand Indulekha and overall satisfaction level is quite
high compared to other Brands. All the customers are focused mainly on the quality of
the product other than cost consideration.

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Mrs. Gurmeet Kanur (July 2016)
Identify the customer satisfaction was a measure of how an organisation‘s total
products performs in relation to a set off customer requirement . Organisation have
invested heavily in improving performance in areas that make a strong contribution to
customer satisfaction , such as quality and customer services it was founded that the
respondents were very much conscious about the quality rather than in the prise of the
cosmetic products.

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 CHAPTER 8
OVERVIEW OF THE STUDY

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 INTRODUCTION

India with a population of more the 100crores is potentially one of the

largest consumer markets in the world. With urbanization and development of economy,
brand identity, living style, suggestion and interests of the people changes according to
the advance nation. Marketing is about winning this new environment. It is about
understanding what consumer’s wants supplying it’s more efficiently and more
conveniently. The consumer market may be identified as the market for product and
services that are purchased by individuals as household for their personal consumption.
Pharma is a typical consumer product purchased by the individual primarily for their good
health and also for physical fitness and beauty. Different types of Pharma medicine are
available in the market and more or less content of all drugs are same. The market of
drugs or medicine is facing a cutthroat competition and many companies are floating in
the market with their products with different brand names. In such a kind of situation
different factors which influence to the people choice for Ayurvedic medicines are mainly
doctors prescription, availability at chemist shop, suggestion of chemist, efficiency,
quality, images. So, marketing is both philosophy and technology. It is technology
because it suggests ways and means for effective production and distribution of goods
and services in the market to give maximum satisfaction to the consumer. The marketing
manager is responsible for both, determining and suitability of goods and services
presented by the company to the market, and also determining about potential market
and make better relation with the retailer. In this regard the marketing management with
have to apply to marketing technology in the conceptual philosophy of system. It is the
process of system analysis in the marketing management for effective research and can
be defined as “Systematic objective and exhaustive study of tasks relevant to any
problem in the field or marketing”.

DIFINITION OF CUSTOMER

Customer is an individual, group of individuals or an organization who

receive or may receive goods, services, products or ideas from another individual or a
company in return of value which can be money or anything of equivalent value.
Customer forms the backbone of business. Usually more is the number of customers,
more is the business thriving and vice versa. Business need customers to buy their
products. A customer may not buying your product right away now but may buy it in
future but still remains part of your target customer group.

Types and Examples of Customers

Customers can be of various types depending upon their ability to buy products or
services.

• Potential customer

• Loyal customer

• New customer

30
• Discount customer

• Former customer

• Internal customer

1. Potential Customer

Kind of person who is very likely to buy the product or service offered by the business.
e.g. a customer looking for an apartment in a particular area becomes a potential
customer for the local realtors who would have a flat which will suit the requirements of
the customer. The customer might end up buying the apartment. Potential customers
can present an opportunity for the business to sellers and after qualification can convert
into a quote stage and eventually result in an order or a sale.

2. Loyal Customers

Those who are loyal to one business and repeat the purchases irrespective of minor
changes in parameters like price, quantity etc.

e.g. a customer who buys the same airline's ticket irrespective of price.

3. New Customer

The customers who have used the product or service for the first time from a particular
organization. Such customers can be switching from a competitor brand or may be new
entrant into the market.

e.g. a person buying car for the first time after a salary raise. From the perspective of the
organization, a new organization would acquire new customers from the market either
by launching a new product category altogether or launching a competitive product
offering in the market.

4. Discount Customer

Those who only buy or use the offering because it was on discount or offered cash back.
These people are more likely to switch brands easily if prices reduce unlike loyal
customers. e.g. A customer who takes a different flight based in the discounts offered
though the preferred airline brand was different based on past travels.

5. Former Customers

Those who were once buyer of one business and became buyers of a new business
because of some reason. These people would still be potential customers as they have
already tried the product or service once.

e.g. A person who used to buy a specific beverage switched to a more healthier
option offered by a competitor.

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6. Internal Customer

One who is connected to your organization and is internal to your organization.

These for example are your shareholders, employees & other stakeholders

7. External Customer

An external buyer is a buyer of your services and products but external to your
organization. An example of your external consumer could be people buying your
products in the marketplace.

8. Intermediate Customer

Those who purchases the goods for re-sale e.g. retailers. The customers are part
of a longer supply or value chain.

Importance of Customer

Customer is the foundation for any business. A business cannot exist without a
buyer base. A buyer will pay for the offerings made by business and keep it going. It is
very important for a business to manage the customer really well as the same person can
become loyal and repeat translating into more business. These happy buyers would
advocate and refer your business to other potential buyer bringing in more business. In
short, a business cannot operate without business hence customer is of paramount
importance to any business.

Customer Vs Consumer

A consumer is the person who actually consumes the products or services,

whereas the customer is simply the purchaser & need not be the consumer. The
intermediate buyers are never consumers as they buy for re-sale. The purchaser of
industrial goods & services is called industrial customers or business to business
customers.

Customer Service and Support

Customer Service is an important aspect of modern day business. Once a person

buys a product or uses a service, the scope of customer service starts immediately. A
buyer may face some defect or may need further information to use the offering. For
example, a new SIM card user after installation of card may not be able to place calls so
there has t be a way to connect to SIM card provider for help. If the customer service
support solves the issue, the buyer is happy and values the business but if there is no way
to contact the business it can lead to loss of consumer and issues in future.

This article has been researched & authored by the Business Concepts Team. It has been
reviewed & published by the MBA School Team. The content on MBA School has been
created for educational & academic purpose only.

32
Customer satisfaction

Often abbreviated as (CSAT) is a term frequently used in marketing. It is a measure

of how products and services supplied by a company meet or surpass customer
expectation. Customer satisfaction is defined as "the number of customers, or percentage
of total customers, whose reported experience with a firm, its products, or its services
(ratings) exceeds specified satisfaction goals." Customers play an important role and are
essential in keeping a product or service relevant so it is in the best interest of the
business to ensure customer satisfaction, and build customer loyalty.

33
 The Marketing Accountability Standards Board (MASB) endorses the definitions,
purposes, and constructs of classes of measures that appear in Marketing Metrics as part
of its ongoing Common Language in Marketing

Project

In a survey of nearly 200 senior marketing managers, 71 percent responded that they
found a customer satisfaction metric very useful in managing and monitoring their
businesses

It is seen as a key performance indicator within business and is often part of a

Balanced Scorecard. In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy.

HISTORY OF K P NAMBOODIRIS
K.P Namboodiris is an ayurvedic memedicine manufacturing company situated in
Thrissur city of Kerala state in India. It's also has an interest in personal care and
health care product. KP number series stands for kolathapplilly pothayan
namboodiri. The company was started in 1925 why is founder K.P nambudri in
Thrissur.

OVERVIEW
K.P Namboodiris commitment to the community is part of our core values.

Our mission is to make a positive difference to the communities in which we operate. ϖ

We believe that every human being has a fundamental right to a good quality of life. This
involves access to health, education, a clean environment and freedom from poverty. ϖ
Through our several community initiatives, which include programs aimed at ensuring
better health, education, sustainable development and economic empowerment, we do
our best to bring happiness to the lives of people who are marginalized and poor. ϖ Our
social philosophy is very simple - if we want to prosper as a business we need to ensure
that the community prospers with us. By investing in the community we are investing in
our business.

BRAND IDENTITY
“The promise of health, well-being and a prescription for good living” For centuries,
the K.P Namboodiris have been an icon of aspiration, of mans quest to unlock Natures
secrets. They represent purity and lofty ideals. The fact that the K.P Namboodiris are the
source of many of the herbs that are used in our products makes our brand name all the
more appropriate. OUR IDENTITY: The K.P Namboodiris brand has much in common
withthe mountain range from which it draws its name. For centuries, the K.P
Namboodiris have been an icon of aspiration, of mans quest to unlock Natures secrets.
They represent purity and lofty ideals. The fact that the k.P Namboodiris are the source of
many of the herbs that are used in our products makes our brand name all the more

34
appropriate. Our logo is a visual definition of our brand identity. The leaf that forms the
crossbar of the letter H evokes our focus on herbal healthcare. The teal green of our
logotype represents our proximity to nature, while the orange is evocative of warmth,
vibrancy and our commitment to caring. Everything that carries our logo is accompanied
by the high quality that has always been the K.P Namboodiris hallmark. The K.P
Namboodiris brand carries with it the promise of good health and well-being. It is our
endeavour to ensure that our logo becomes the symbol of a promise delivered.

OUR MISSION
Establish K.P Namboodiris as a science-based, problem-solving, Head-to-heel
brand, harnessed from natures wealth and Characterized by trust and healthy lives. ϖ
Develop markets worldwide with an in-depth and long-term Approach, maintaining at
each step the highest ethical standards. Respect, collaborate with and utilize the talents
of each member of the K.P Namboodiris family and the local communities where K.P
Namboodiris products are developed and/or consumed, to drive our seed-to-shelf policy
and to rigorously adopt eco-friendly practices to support the environment we inhabit.
Ensure that each K.P Namboodiris employee strongly backs the K.P Namboodiris promise
to exceed the expectations of the consumer, each time and every time. Nothing less is
acceptable. OUR VISION: “Put Ayurveda on par with modern medicine.”

K P NAMBOODIRIS PURE HERBS

K.P Namboodiris Pure Herbs is a range of individual herb extracts. The actions of
these extracts benefit the body, irrespective of the individual’s body constitution, state of
health and metabolic functions. Everyone can benefit from the goodness of these herbs,
irrespective of age, sex, body type or other health related factors. The herbs that feature
in the pure herb range have remarkable benefits. The K.P Namboodiris Pure Herbs Range
delivers to you, a herb in a capsule, with all its attendant benefits. While it may have a
therapeutic and nutritive value for a weakened body, its primary action is to stimulate or
ameliorate particular organic functions. Its action has benefits both in good and ill health.
It works to help you stay healthy. “K.aP Namboodiris USA Pure Herbal Blend” K.P
Namboodiris Pure Herbs is a range of individual herb extracts. Each Pure Herb is the
result of strict monitoring from the farm to the lab. At the lab, K.P Namboodiris
proprietary techniques are used to extract the optimum value of each herb. This is
followed by rigorous tests by R&D team for potency and consistency.

PRODUCTION
Today, the company has created a state-of-the art Research and Development
facility at Bangalore, that is one of the best available, for traditional medicine anywhere
in the world .Over 40 qualified doctors and scientists are constantly at work, developing
and evaluating new drugs and therapies. K.P Namboodiris produces quality poly
herbalformulations. To monitor quality, many endangered herbs are grown by the
Company on its farmland. The principles of Good Manufacturing Practices (GMP) are
rigorously followed in the plant and the Company prides itself on being environment
friendly. As part of the environment control system, it had installed a modern effluent

35
treatment plant long before regulations mandated it. A high stress on quality, several
quality circles and special project teams working on Total Quality Management
(TQM)projects make quality a way of life in K.P Namboodiris. The manufacturing plant
uses automatic, high-speed punching, coating and filling machines. The tablet coating
facility is one of the largest in India. The plant can produce nearly 5billion tablets and 60
million bottles of liquids annually.

DIVISIONS OF K.P NAMBOODIRIS

Himalayas products can broadly be categorized into three main divisions (ranges),
viz: ¬ Pharma Division (Pharmaceutical)  Zenith ϖ Liv 52 Cystone Bonnisan Syrup ϖ
Confido ϖ Tentext Forte ϖ Purim ϖ

Geriforte tab. & syrup  Zandra  Zindel  Zeal  Zara  Hospital Division

¬ Vetnary Division (Animal Health) ¬ Consumer Division (Personal Care)

PHARMACEUTICAL RANGE: ¬ Health maintenance ¬ Eye ¬ Cardiac and skin care ¬
Immune booster ¬ Cough control.

PROMOTIONAL STRATEGIES
Doctors meet programme (DMP) Reward Programme: Cash & Gift Pack Doctors kit
to passing out students of Ayurvedic medical college Gift to Doctors Gift to chemist on
achieving a target sales Special gift for core doctors Seasonal promotional activities
Special promotional campaign on special occasion, focused on specific medicines As for
example: World kidney day (11th March), mother’s day, etc. Sponsoring for special
events Doctors Meet Programme (DMP):K.P Namboodiris organizes Doctors Meet

Programme generally once in a month. The doctors are invited for a dinner
(party) in a good hotel or some good location. The executives of the
K.P Namboodiris meet with the doctors and they try to know their requirement. A PPT
presentation is given to doctors on a very few products. All the aspects of the product is
defined by a panel of experts and well trained executives. In the DMP doctors were
presented with some special gifts. The special focus were given on the core doctors.
Reward Activities: The K.P Namboodiris uses to doctors kit or some special gift to the top
3 rank holders of the Government Ayurvedic Medical College of Patna. Gift to Doctors:
K.P Namboodiris present gift to doctors to motivate them for more prescription. They
give special focus on their core doctors to keep them motivated and loyal for the K.P
Namboodiris. On achieving a fixed target they will be provided by a special gift from the
K.P Namboodiris

36
MARKET SEGMENTATION
Market for most of the goods is heterogeneous and is not homogeneous. Market
consists of buyers who differ in many respects. Two potential buyers of a product are
never identical in all respects. They may differ from one another in their wants
purchasing power, geographical locations, buying habits, in using the products, motives
for buying and so on. All consumers (doctors and chemist), therefore cannot be satisfied
with the same product. If the marketing management analyses it as a whole market, the
maximum benefit cannot be attained. Hence, proper analytical study of market is
essential which can be achieved by dividing the whole market into mini sub-markets. On
the basis of their distinctive characteristics of the buyers who constitute the market. Each
such submarket is known as a market segment. According to Philip Kotler, market
segmentation is “The act of dividing a market into distinct groups of buyers who might
merit separate products and / or marketing mixes.” Markets can be segmented on the
basis of population, age, income, occupation, education, sex, degree of urbanization,
need, demand. Different companies are adopting different strategies to different market
segments

SEGMENTATION OF CONSUMER MARKETS: The consumer market can be segmented on

the basis of population, age, sex, income, education, occupation, religion, degree of
urbanization…. According to Philip Kotler, consumer market can be segmented on the
basis of four variables – geographical variables, demographic variables, psychographic
variables and buyer behaviour variables which can be illustrated with the following chart.

ELEMENTS OF MARKET SEGMENTATION:

• Availability of enough sources

• Characteristics of products.

• Various stages of a product life cycle.

• Marketing strategies of competitors.

Market targeting
Market targeting is the process of taking decision regarding the market segment to be
served. At this stage, it is necessary to understand the terms target market and target
marketing. The term “Target Market” means, “A group of customers (doctors and
chemist) at whom the organization especially intense to aim its market effort”. On the
other hand, the term “ target marketing is one in which the seller distinguishes the major
market segments ; targets one or more of these segments and develops product and
marketing programs tailored to each selected segment.

MARKETING STRATEGIES
• Based on the mapping of market potentially untapped areas would be identified and
suitable number of retailers would be appointed based on demographic profile of the
prospective consumers.

37
• Emphasis will be given more on the new doctors to motivate them for prescription
of .P, existing doctors for their continuity, chemist for having stock of K.P
Namboodiris.

• Distribution system should be good and smooth to meet the chemist demand on
time without any breakage.

• Undeveloped market like remote areas should be developed.

• More emphasis should be given on the products have seasonal demand,

i.e. Cyst one and Liv 52 in the summer.

• Commission providedto doctors should be high and there should be a system for
smooth reaching of commission to them.

• Chemist should get some more margins. This will attract them towards K.P
Namboodiris.

STEPS IN MARKET TARGETING

Evaluating the market segments

Segment size and growth

Segment structural attractiveness

company objectives and resources

Selecting the market segment ↓

Single segment concentration

Selective specialization

38
 ↓

Product specialization

Market specialization

Full market coverage

AWARENESS:The consumers about the quality of the K.P Namboodiris drugs and
effectiveness to establish a competitive advantage as compared to the competitors

MARKETING & PROMOTION:

Doctors meet programme (DMP)Reward Programme: Cash & Gift

Pack Doctors kit to passing out students of Ayurvedic medical college

Gift to Doctors Gift to chemist on achieving a target sales Special gift for core
doctors Seasonal promotional activities of Special promotional campaign on special
occasion, focused on specific medicines o As for example: World kidney day (11th
March), mother’s day, etc. o Sponsoring for special events K.P Namboodiris generally put
emphasis on ethical promotion and marketing.

Company provide gift items to the doctors to keep them motivated for prescription.
Segmenting core doctors for special emphasis on them. K.P Namboodiris provides a list of
approx. 40 doctors to its all field executive. Field executives approach doctors for
generating prescription from them. Marketing staffs segment doctors on the basis of
prescription generated by them. They put special concentration on the doctors by whom
they get more sells, generally known as core doctors.

Executives are also responsible for supply chain management, i.e. smooth and
continuous supply of products on the time. Delivery of product to the chemist smoothly.
Supply of products on credit basis. Delivery of products through different distribution
channels, wiz- whole sellers, chemist, druggist. Flexible price Personal rapport with the
chemist. Ensuring regular and reliable supply of the drugs to chemist i.e. retailers.
Seasonal and special offers to chemist, to make more margins for them. Improvement in
the quality of different available products as a result of taking up quality assurance
programme at the manufacturing unit.

39
 CHAPTER 9

DATA ANALYSIS AND INTERPRETATIONS

40
 TABLE : 4.1
HEARD ABOUT THE PRODUCT

Particulars No of customers Percentage

YES 30 60
NO 20 40
Total 50 100

PERCENTAGE

40

60

YES NO TOTAL

INTREPRETATION
Analysing the above table it is clear
 60%of people heard about the product
 40% of the people not heard about the product
 TABLE :4.2
KNOWLEDGE ABOUT THE PRODUCT

PARTICULARS NO OF CUSTOMERS PERCENTAGE

FRIENDS AND FAMILY 15 30
NEWSPAPER AND
9 18
MAGAZINES
ONLINE 14 28
OTHER 12 24
TOTAL 50 100

Chart Title

24
30
friends and family
newspaper
online
other

28 18

INTERPRETATION
Analyzing the above table it is clear that

 30% of friends and familyhave knowledge about the product

 18 % of newspaper readers have knowledge about the product
 28% of online accessors have knowledge about the product
 24% of others
 TABLE :4.3
PRODUCTS USING OF K.P NAMBOODIRIS

PARTICULAR NO. OF CUSTOMERS PERCENTAGE

TOOTHPOWDER 15 30
TOOTHPASTE 12 24

FACEWASH 8 16
OTHER 2 4
TOTAL 50 100

PERCENTAGE
20
30
TOOTHPOWDER
TOOTHPASTE
FACEWASH
OTHERS

26

24

INTERPRETATION
Analyzing the above table it is clear that

 30% of people using toothpowder

 24% of people using toothpaste
 26% of people using facewash
 20% of others

TABLE:4.4
 PRODUCTS SATISFACTION IN TERMS OF QUALITY

Particulars No of customers Percentage

Highly satisfied 18 36
Satisfied 20 40
Less satisfied 12 24
total 50 100

Percentage

24

36

40

highly satified satisfied less satisfied

INTERPRETATION
Analyzing the above table it is clear that

 36% of highly satisfied

 40% of satisfied
 24% of less satisfied
 TABLE:4.5
NATURALITY OF PRODUCTS

PARTICULAR NO OF CUSTOMER PERCENTAGE

Natural 28 56
SOMEWHAT 17 34
Entirely not 5 10
TOTAL 50 100

Column1
10

34 56

very natural somewhat natural not natural

INTERPRETATION
Analyzing the above table it is clear that

 56% of very natural product

 34% of somewhat natural product
 10% of unnatural product

TABLE:4.6
 DURABILITY OF THE PRODUCT

PARTICULAR No of customers PERCENTAGE

LESS THANONE 7 14
MONTH
1-5 8 16
5-10 17 34
MORE THAN ONE 18 36
YEAR
TOTAL 50 100

40
36
35 percentage 34

30
25
20
16
15 14

10
5
0
less than one month one to five five to ten more than one year

percentage

INTERPRETATION
Analyzing the above table it is clear that

 14% of people using less than one month

 16% of people using for one to fivemonths
 34% of people using since five to ten months
 36% of people using for more than a year

TABLE:4.7
 SIDE EFFECTS OF THE PRODUCTS

PARTICULAR NO OF CUSTOMERS PERCENTAGE

yes 15 30
No 35 70
TOTAL 50 100

Percentage
80
70
70
60
50
40
30
30
20
10
0
no yes

INTERPRETATION
Analyzing the above table it is clear that

 70% of people don’t had side effects

 30% of people had side effects

TABLE:4.8
FACTORS ATTRACTED
 Particular NO OF CUSTOMERS Percentage
Quality 10 20
Price 15 30
Ingrediants 12 24
Fragrance 5 10
others 8 16
total 50 100

features attracted
35
30
30
24
25
20
20
16
15
10
10
5
0
quality price ingrediants fragrance others

INTERPRETATION
Analyzing the above table it is clear that

 20% of people buy based on on the quality

 30% of people buy basedon price
 24% of people buys based on ingrediants
 10% of people buy based on fragrance
 16% of people buy based on other product

TABLE:4.9
Products features
 No of
Particulars PERCENTAGE
customers
AYURVEDIC 30 60
NO SIDE 20
40
AFFECTS
total 50 100

70
60
60 percentage
50
40
40
30
20
10
0
ayurvedic no side effects

percentage

INTERPRETATION
Analyzing the above table it is clear that

 60% ayurvedic product

 40% no side effects for the product
 TABLE:4.10
REASONABILITY OF THE PRODUCT TO BUY

NO OF
Particulars CUSTOMERS Percentage
VERY 15
COSTLY 30
costly 7 14
moderate 18
cost 36
cheap 10 20
TOTAL 50 100

20
30

36 14

Pricce comparison
VERY COSTLY costly moderate cost cheap

INTERPRETATION
Analyzing the above table it is clear that

 30% of people buy very costly product

 14%of people buy costly product
 36%of people buy moderate costly product
 20%of people buy cheap product
 TABLE:4.11
AFFORDABLITY

No of
custemers Percentage
yes 33 66
no 17 34
total 50 100

Percentage
70 66
60
50
40 44
30
20
10
0
yes no

Percentage

INTERPRETATION
Analyzing the above table it is clear that

 66% of the product is affordable

 44%of the product is not affordable
 TABLE:4.12
Satisfaction of the Product

Particulars No. Of respondents Percentage

Highly satisfied 18 36
Satisfied 20 40
Less satisfied 12 24
Total 50 100

SATISFACTION LEVEL OF CUSTOMER

24
36

40

Highly satisfied Satisfied Less satisfied

INTERPRETATION
Analyzing the above table it is clear that

 36% of people are highly satisfied

 24%of people are satisfied
 40%of people are less satisfied
 TABLE:4.13
LOCAL STORE
No of
Availability Customer Percentage
yes 38 68
no 12 32
total 50 100

AVAILABILITY

70
68

60

50

40
32

30

20

10

0
yes no Percentage

INTERPRETATION
Analyzing the above table it is clear that

 68% of people buy from local store

 32% of people doesnot buy from local store
 TABLE:4.14
STORE AVILABILITY
Particulars No of Customers Percentage
General store 12 25
supermarket 14 35
online 15 20
others 9 20

STORE
AVAILABILITY

40
35
35
30
25
25
20 20
20
15
10
5
0
General store supermarket online others

Percentage

INTERPRETATION
Analyzing the above table it is clear that

 25% of people buy from general store

 35% of people buy from supermarket
 20%% of people buy from online
 20% % of people buy from others
 TABLE:4.15
COMPLAINTS WHILE USING THE PRODUCT

Particulars No of customers percentage

Yes 37 64
No 18 36
total 50 100

Percentage

70 64
60

50
Percentage
40 36
30

20

10

0
yes no

INTERPRETATION
Analyzing the above table it is clear that

 64% of people have complaints

 36% of people have no complaints
 TABLE:4.16
OFFERS OR DISCOUNTS

No of Customers
Particulars Percentage
18
very often 36
12
often 44
20
never 20
50
total 100

AVAILABILITY

50
40
30 Percentage
20 36 44
10
0 20
very often
often
never

INTERPRETATION
Analyzing the above table it is clear that

 36% of people get discounts and offers very often

 44% of people get discounts and offers often
 20%of people never get discounts and offers
 TABLE:4.17
EXPENDITURE

Particular No of Customers expenditure

13
below 500 26
17
500 to 1000 34
10
1000 to 3000 20
10
Above 3000 20
50
total 100

Expenditure

20
26

20

34

below 500 500 to 1000 1000 to 3000 3000

INTERPRETATION
Analyzing the above table it is clear that

 26% of people spend money to buy K.P Namboodiries product below 500
 34%of people spend money to buy K.P Namboodiries product from 500-1000
 20%of people spend money to buy K.P Namboodiries product from 1000-3000
 20% of people spend money to buy K.P Namboodiries product from 3000 and above
 TABLE:4.18
RECOMMEND

No of
Recommend percentage
customers
very likely 23 46
somewhat
17 34
likely
not likely 10 20
total 50 100

RECOMMEND
100%
90%
80%
70%
60%
50% 46 34 20
40%
30%
20%
10%
0%
very likely somewhat likely not likely

expenditure

INTERPRETATION
Analyzing the above table it is clear that

 46% of people suggested this product very likely

 34% of people suggested this product somewhat likely
 20%of people notlikely suggested this product
 TABLE:4.19
RATE OF LOYALITY

Particulars No. of custmers Percentage

Extremly loyal 23 46
somewhat loyal 17 34
not at all 10 20
total 50 100

Percentage
50 46
45
40
34
35
30
25
20
20
15
10
5
0
Extremly loyal somewhat loyal not at all

INTERPRETATION
Analyzing the above table it is clear that

 46% of people are extremely loyal

 34% of people are somewhat loyal
 20%of people are not at all loyal
 TABLE 4.20
IMPROVEMENTS SUGGESTED

Particulars NO OF CUSTOMERS Percentage

increase quality 18 36
introduce new product
12 24
line
improve marketing 13 26
others 12 24
TOTAL 50 100

Percentage
40 36
35

30
26 24
25 24

20

15

10

0
increase quality introduce new product improve marketing others
line

INTERPRETATION
Analyzing the above table it is clear that

 36% people suggested to increase quality

 24% of people suggested to introduce new product line
 26% % people suggested to improve marketing
 24% suggested other ideas
 CHAPTER 10
FINDINGS, SUGGESTIONS AND CONCLUSION
CHAPTER 10
FINDINGS, SUGGESTIONS AND CONCLUSION

 Majority of the customer belongs to the age group in between 18 and 30 years

● I has been noted that 30% are males and 70% is female in the customer

 Our marital status is 60% respondents are single and 40% of respondents are
married
 Income Income wise classification of respondents shows that majority of the
respondents annual income is in between Rs.10,000

● The brands of K.P Namboodiris products are 60% respondents is Yes and 40% of
respondents are No

 The mainly used K.P Namboodiris products is face wash and 30% of the

respondents agree with it.

 40% customers are satisfied in K.P Namboodiris Products

• It has been noted that source of information basis from friends and family
 Most of the customers recommend the K.P Namboodiris brands to others.
 It has been noted that 36% of customers use the products more that effect year
 56% of customers are believing that the products are natural
 The study reveals that most of the customers do not have side effects.
 Most of the customers believe that K.P Namboodiris products provides quality.
 40% of the customers reveals that purchase from general stores
 The study reveals that most influenced factor is quality
 70% of customers reveals that the price range is comparable for middle class
 Majority of the customers reason for buying K.P Namboodiris products have no side
effects
SUGGESTIONS
• The price of the K.P Namboodiries product may be reduced to
create more demand.
• Making awareness of K.P Namboodiries product is fully herbal,
sample pouches can be given to
• The company has to participate in exhibitions and trade fairs to
attract more consumers yet
• Try to cover small towns and villages to attract the new
customers
• The company has to focus on advertisement in the existing
position to get more attention on consumers.
 CONCLUSION

The study reveals that most of the respondents are aware about K.P NAMBOODARIES products. Now
a days people are considering the cosmetics are not only for a luxurious but also considering for
improving health condition . K.P NAMBOODARIES manufacturing company is a leading company to
introduce best brand . The company has got good name and same for the quality and innovative
products to satisfy the current demand for their customers. On the basis of findings of the present
study some practicable suggestions have been arrived . If the K.P NAMBOODARIES mannufacturers
and its maqrketers have executed theses suggestion a desired result can be achieved in future.
BIBILIOGRAPHY
 BIBILIOGRAPHY
BOOK REFERED

1. Abhiji Bhandari,”making loyalty pay”,America marketing journalese,31,dec,P.22.

2. Bass Frank, the theory of stochastic preferences and brqaand switiching, journal of
marketing research vol.1 1P.20
3. Dr. N. Raja sekar, “the indian journal of marketing” March(2002)
QUESTIONARE

1 How you heard about K P Namboodiries Product?

Yes No
2 How did you get to Know about K.P Namboodiries
Friends and families Newspaper Online others
3. What products of K.p Namboodiries are you using?
Facewash Shampoo Toothpowder Toothpaste Others
4. Does K.P Namboodaries products holds your expectations in terms
of quality ?
Highly satisfied Somewhat no it doesnot
5. Do you believe K.P Namboodaries products are 100% natural?
Very natural somewhat not at all natural
6. How long have you been using these products ?
Less than one month 1-5 5-10 more than one year
7. Have the product caused any side effects?
Yes no
8. what factors attracted you towards K.P Namboodaries?
Quality Price ingrediants fragrance others
9. What features of the products do you think are the reason people
buy this product?
Ayurvedic no side effects
10. Do you think products are costly?
Verycostly costly moderate cost cheap
11. Do you think K.P Namboodiries products are affordable to people
from all state?

Yes no

12. How satisfied are you using these products?

Highly satisfied satisfied dissatisfied highly dissatisfied

13. Are these product available in your local stores?

Yes no

14. From where do you purchase these products usually?

General stores supermarket online others

15. Have you had any complaints while using these products?

Yes no

16. Have you received any offers or discounts while purchasing these
products? If yes how often

Very often often never

17. How much do you spend annually for buying these products?

Below 500 500-1000 1000-3000 3000

18. How likely are you to recommend these products with your
friends and family?

Very Likely somewhat not at all

19. On ascale to 1-5 how will you rate your loyality towards these
brand?

Extremely somewhatloyal not at all

20. What improvements do you think the company should bring in

the feature?

Increase quality introduce new product line improve marketing

others