CONTENTS

CHAPTER TITLE PAGE

NO. NO.
I INTRODUCTION 1 – 11
II REVIEW OF LITERATURE 12 - 17
III PROFILE OF THE COMPANY 18 – 36
IV ANALYSIS & INTERPRETATION 37 – 57
V FINDINGS, SUGGESTIONS & CONCLUSION 58 - 61
BIBLIOGRAPHY
ANNEXURE
 LIST OF TABLES
S.NO TITLE PAGE
NO
4.1 Gender wise classification of the respondents 38
4.2 Qualification of the respondents 39
4.3 Occupation of the respondents 40
4.4 Monthly Income of the Respondents 41
4.5 How do you come to know about Amrutanjan Products 42
4.6 Do you aware of Amrutanjan Products 43
4.7 Are you satisfied with Amrutanjan Products which you are 44
using
4.8 Which of the products you have not used in Amrutanjan 45
4.9 Which of the products you have used in Amrutanjan 46
4.10 Which kind of Pain Balm you are using 47
4.11 Name the brand that you are using other than Amrutanjan 48
Product
4.12 With respect to Amrutanjan which products do you use more 49
4.13 How many years have you using the Amrutanjan products 50

4.14 Do you feel pricing plays a vital role in purchase of 51

Amrutanjan Products
4.15 Rate the importance of pricing of Amrutanjan Product 52
purchase decision
4.16 Are you satisfied with the pricing of Amrutanjan Products 53
4.17 How likely would you recommend the company brand to 54
others
4.18 Do you feel pricing plays a vital role in the purchase of 55
Amrutanjan Products
4.19 Where will you buy Amrutanjan Product 56
4.20 Rank the following factors that influence you satisfaction 57
level for the Amrutanjan Products
 LIST OF CHARTS
S.NO TITLE PAGE
NO
4.1.1 Gender wise classification of the respondents 38
4.1.2 Qualification of the respondents 39
4.1.3 Occupation of the respondents 40
4.1.4 Monthly Income of the Respondents 41
4.1.5 How do you come to know about Amrutanjan Products 42
4.1.6 Do you aware of Amrutanjan Products 43
4.1.7 Are you satisfied with Amrutanjan Products which you are 44
using
4.1.8 Which of the products you have not used in Amrutanjan 45
4.1.9 Which of the products you have used in Amrutanjan 46
4.1.10 Which kind of Pain Balm you are using 47
4.1.11 Name the brand that you are using other than Amrutanjan 48
Product
4.1.12 With respect to Amrutanjan which products do you use 49
more
4.1.13 How many years have you using the Amrutanjan products 50

4.1.14 Do you feel pricing plays a vital role in purchase of 51

Amrutanjan Products
4.1.15 Rate the importance of pricing of Amrutanjan Product 52
purchase decision
4.1.16 Are you satisfied with the pricing of Amrutanjan Products 53
4.1.17 How likely would you recommend the company brand to 54
others
4.1.18 Do you feel pricing plays a vital role in the purchase of 55
Amrutanjan Products
4.1.19 Where will you buy Amrutanjan Product 56
4.1.20 Rank the following factors that influence you satisfaction 57
level for the Amrutanjan Products
 CHAPTER – I

INTRODUCTION
 CHAPTER – I

INTRODUCTION OF THE STUDY:

CUSTOMER SATISFACTION:
Customer satisfaction and marketing strategies go hand in hand. If the marketing
strategies adopted by the company are not in proper lines, it will pave way of customer
dissatisfaction. So, management should focus their attention in adopting right marketing
strategies which in turn will satisfy the customers. Only if the customers are satisfied with
regard to quality, service and promotional activities, they will remain as customer forever. In
this highly competitive world, the entire market has drifted away from sellers’ market to
buyers’ market. So, it should be the objective of any organization to adopt the best possible
marketing strategies to remain the customers.

DEFINITION:
It is a measure of how products and services supplied by a company meet or surpass
customer expectation. It is seen as a key performance indicator within business and is part of
the four perspectives of a balanced scorecard. In a competitive market place where businesses
compete for customers, customer satisfaction is seen as a key differentiator and increasingly
has become a key element of business strategy.

MEASURING CUSTOMER SATISFACTION:

Organizations are increasingly interested in retained in existing customers while

targeting non-customers; measuring customer satisfaction provides an indication of how
successful the organization is at providing products and or services to the place.

Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and product\service
to product\service. The state of satisfaction depends on a number of both psychological and
physical variables which correlate with satisfaction behaviours such as return and recommend
rate.

1
 The level of satisfaction can also vary depending on other 4 options the customer may
have and other products against which the customer can compare the organization’s products.
Because satisfaction is basically a psychological state, care should be taken in the effort of
quantitative measurement, although a large quantity of research in this area has recently been
developed. Work done by Berry, Bordure between 1990 and 1998 defined Ten Quality Values:
whish influence satisfaction behaviour, further expanded by Berry in 2002 and known as the
ten domains of satisfaction.

These ten domains of satisfaction include: Quality, Value, and Timeliness. Efficiency,
Ease of Access, Environment, Interdepartmental Teamwork, Front Line Service Behaviours,
and Commitment to the Customer and Innovation. These factors are emphasized for continuous
improvement and organizational change measurement and are most often utilized to develop
the architecture for satisfaction measurement as an integrated model. Satisfaction is a function
of perceived performance and expectation.

If the expectation falls short of expectation, the customer is dissatisfied. If the

performance exceeds expectations, the customer is highly satisfied or delighted. Companies
are aiming for high satisfaction because customers who are just satisfied still find it easy to
switch when a better offer comes along. Those who are highly satisfied are much less ready to
switch. High dissatisfaction or delight creates an emotional bond with the brand, not just a
rational preference.

The results are high customer loyalty. Some of today’s most successful companies are
raising expectations and delivering performances to match. The companies are TCS-Total
Customers Satisfaction. The key in generating high customer loyalty is to deliver high customer
value. In addition to tracking customer value expectations and satisfaction, companies need to
monitor their competitor’s position in these areas. For customer centred companies, customer
satisfaction is both a goal and a marketing tool. Although the customer-centred firm seeks to
create high customer satisfaction, its main goal is not to maximize customer satisfaction.

If the company increases customer satisfaction by lowering its price or increasing its
services, the result may be lower profit. There are several ways to gather input from customers.

2
The simplest way to find out how customers feel and it is what they want is to ask them. If you
have only 20 customers, you can talk to each one personally.

Here are few of the possible dimensions that one could measure:

 Quality of product
 Pricing
 Offers and discounts
 Staff’s behaviour
 Complaints or problems
 Billing experience
 Security’s behaviour
 Store’s ambience & cleanliness
 Overall experience in store

METHODS OF MEASURING CUSTOMER SATISFACTION:

Managing customers’ satisfaction efficiently is one the biggest challenge an organization

face. The tools or methods to measure customer satisfaction needs to be defined sophisticatedly
to fulfil the desired norms. There are following methods to measure customer satisfaction:

1. Direct Methods:
Directly contacting customers and getting their valuable feedback is very important.
Following are some of the ways by which customers could be directly tabbed:
a. Getting customer feedback through third party agencies. 6
b. Direct marketing, in-house call centres, complaint handling department could be treated
as first point of contact for getting customer feedback. These feedbacks are compiled
to analyse customers’ perception.
c. Getting customer feedback through face to face conversation or meeting.
d. Feedback through complaint or appreciation letter.
e. Direct customer feedback through surveys and questionnaires.

3
 2. Indirect Method:
The major drawback of direct methods is that it turns out to be very costly and requires
a lot of pre compiled preparations to implement. For getting the valuable feedbacks the
supplier totally depends on the customer due to which they losses options and chances
to take corrective measure at correct time. Hence there are other following indirect
methods of getting feedback regarding customer satisfaction:

a. Customer Complaints: Customer’s complaints are the issues and problems reported
by the customer to supplier with regards to any specific product or related service.
These complaints can be classified under different segments according to the severity
and department. If the complaints under a particular segment go high in a specific
period of time then the performance of the organization is degrading in that specific
area or segment. But if the complaints diminish in a specific period of time then that
means the organization is performing well and customer satisfaction level is also higher.

b. Customer Loyalty: It is necessarily required for an organization to interact and

communicate with customers on a regular basis to increase customer loyalty. In these
interactions and communications it is required to learn and determine all individual
customer needs and respond accordingly. A customer is said to be loyal if he revisits
supplier on regular basis for purchases. These loyal customers are the satisfied ones and
hence they are bounded with a relationship with the supplier. Hence by obtaining the
customer loyalty index, suppliers can indirectly measure customer satisfaction.

FACTORS AFFECTING CUSTOMER SATISFACTION

Customer satisfaction is the overall impression of customer about the supplier and the
products and services delivered by the supplier. Following are the important factors that could
affect customer satisfaction:

 Department wise capability of the supplier.

 Technological and engineering or re-engineering aspects of products and
services.
 Type and quality of response provided by the supplier.

4
  Supplier’s capability to commit on deadlines and how efficiently they are met.
 Customer service provided by the supplier.
 Complaint management.
 Cost, quality, performance and efficiency of the product.
 Supplier’s personal facets like etiquettes and friendliness.
 Supplier’s ability to manage whole customer life cycle.
 Compatible and hassle free functions and operations.

The above factors could be widely classified under two categories i.e. suppliers
behaviour and performance of product and services. The supplier’s behaviour mostly depends
on the behaviour of its senior subordinates, managers and internal employees. All the functional
activities like customer response, direct product and maintenance services, complaint
management etc. are the factors that rely on how skilful and trained the internal and human
resources of the supplier are the second category is regarding all the products and services.

This depends on the capability of supplier to how to nurture the products and service
efficiently and how skilled the employees are it’s all about how the skills are implemented to
demonstrate engineering and technological aspects of the products and services. The quality
and efficaciousness of the products is also an important factor that enables compatible and
hassle free functions and operations. This bears to lower maintenance and higher life of the
product which is highly admired by the customers.

If the product is having some problem or compatibility issues and requires frequent
maintenance and support than the customers could get irritated and possibilities of sudden
Divert is there which lead to supplier’s financial loss. In the same way if the product is
expecting huge amount of financial and manual resources then customers could get a feeling
of dissatisfaction and worry. However, if these aspects are handled efficiently by giving class
services and dealing with complaints effectively then dissatisfied customers could be converted
into long time satisfied customers and retaining them becomes easy.

5
 It is practically impossible for the supplier to provide all the above explained features.
There are always some positive as well as negative features in products and services which
could lead to delight or irritate customers. The final opinion is the sum of overall experiences
which a customer percept. But it is also true that more the positive aspects, the more the
customer is satisfied. Hence the aim of the supplier should be always to enhance these positive
feelings among all the customers to increase customer satisfaction. The supplier must identify
how to enhance these positive aspects to maximum level by analysing the customer’s data and
information using CRM system. The individual liking and disliking of customers differ from
customer to customer. It is hence required to target a customer and identify individual
requirement to make them satisfied.

AMRUTANJAN PRODUCTS STRATEGY TO SATISFY CUSTOMERS

A lot has happened with this brand including a rebranding exercise and launch of
various variants. Amrutanjan which once had a generic status in the pain balm market is now
the third largest player in the Rs. 1700 crore pain balm/rub market with a market share of
around 10%. The balm which was projected as a one-stop solution for all kinds of pain found
it difficult to position itself in the increasingly fragmented market. With more and more
specialized brands entering the market, Amrutanjan's positioning of an all-purpose brand
became largely diluted.

Realizing this, the brand came out with a slew of variants and a change in the
positioning. The brand also rebranded itself with a change in the logo to make it more
contemporary and appealing to younger generation. Amrutanjan launched a sub-brand
Amrutanjan Relief specifically for Cold management product range. The brand also introduced
Roll-On variant positioning it on the basis of convenience in carrying.

In the promotional front, the brand changed its famous "Its Gone" (Fast Relief)
positioning and experimented with various other positioning platforms. In 2010, the brand
roped in celebrities like Asin to endorse the brand.

6
 Another experiment in promotion was the "Be Ready" campaign where ten ' slice of
life ' situations were shown in the TVC where people accidently got injured. The campaign
wanted consumers to be ready with Amrutanjan because one never know when injury will
happen. The campaign further asked consumers to share their own videos of such instances.

Amrutanjan Health Care Ltd (Amrutanjan) manufactures and sells ayurvedic products
and fruit based bevarages. The company offers products for pain management, congestion
management, women’s hygiene, beverages and other indications. It also offers corn caps for
corn removal in foot. Amrutanjan’s product portfolio includes balm massage, roll-on balm,
body pain cream; joint muscle spray, body ache gel, cold rub, cough syrup, nasal inhaler,
corn caps, hand sanitizer, sanitary napkins and other products. The company markets its
products under brands including Amrutanjan, Snug fit, NoGerms, Decorn and Fruitnik for
Indian, African, Middle East and South East Asian countries. Amrutanjan is headquartered in
Chennai, Tamil Nadu, India.

Amrutanjan never found a strong positioning ever since it ditched its "Its Gone" (fast
relief) platform. There was no reason for the brand to ditch such a strong memorable
positioning. Now it is paying price for that mistake

NEED AND IMPORTANCE OF THE STUDY:

From the days of industrial revolution when goods & services were produced to the
present day, the emphasis has shifted from the producers to the consumer and his needs, and
with the consumer becoming more involved, in the marketing process there is greater need for
information regarding the consumer needs. Preferences and making them satisfied of the
products & services, has led to a constant but increasing need to conduct marketing research.

This research is an insight into the mind of the consumer, with the help of which the
organizations will become aware of their pitfalls and in turn can also make improvements in
the product regarding the level of satisfaction of the consumers towards their offerings in the

7
market place. The basic need of this project is to know the “Satisfaction” amongst the
respondents, with regard to “AMRUTANJAN PRODUCTS” services and its products.

SCOPE OF THE STUDY:

This study is a micro study and the scope in limited to in analyse the satisfactory level
of customer in Chennai city in terms of Amrutanjan Products. The study is useful for the
company in finding whether the distribution channel is effective. It also helps to know about
the consumer attributes and opinion about the Pain Balms and other products of Amrutanjan.
The study covers whole Chennai city in terms of 100 customers.

OBJECTIVES OF THE STUDY

 To analyse the products of Amrutanjan.

 To evaluate the factors that influences the preference of the consumer buying
Amrutanjan Products.
 To identify the satisfaction level of consumers towards Amrutanjan Products.

RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis of data
in a manner that aims to combine relevance to the research purpose with economy in
procedure.” Research design is the conceptual structure within which research is conducted; it
constitutes the blue print for collection, measurement and analysis of data. In order to achieve
the objectives of the study, the following approach was used to study the issues, which formed
the subject material of the research

STUDY AREA:

The study unit for this research is areas in and around Chennai. This can be reasonably
justified. This showcase about how rarely customers using the Amrutanjan products and the
benefits been received by the customers. My study will covers medical shops and small

8
provisional stores. But most of the Amrutanjan products will covers medical shops the most
but in Chennai some of the provisional is gaining some earnings from Amrutanjan Products
like 1 ml (Rs. 2) Pain balm.

DATA COLLECTION:

The data has been collected by means of Primary and Secondary data. As the objective of
this study is to learn about the customers’ satisfaction towards Amrutanjan Products.

 Primary data was considered a necessity and collected afresh for the first time. The
most popular and easiest method namely “Questionnaire” was used to gather
information directly from the respondents.
 Secondary data on the other hand are those which have already been collected by
someone else, and which have already passed through statistical processes. The
secondary data of this study was obtained from books, magazines, website, journals,
etc.

SAMPLING:

A sample is a small portion of the entire universe. Sampling survey was conducted
among the people of Chennai city. In this study, convenience sampling method is adopted.
Convenience sampling is a type of non-probability sampling technique. Non-probability
sampling focuses on sampling techniques that are based on the judgment of the researcher.

SAMPLE SIZE:

Samples of 100 questionnaires were circulated among the consumers of Amrutanjan

Products of which all 100 questionnaires were useful for the study. Remaining was incomplete
and thus was not appropriate for the study.

9
QUESTIONNAIRE DESIGN:

The questionnaire consists of multiple choice questions. The questions are designed as
detailed close-end questions relating to the Amrutanjan Products. The respondents had to
consider their attitude and satisfaction to answer the questions. The questionnaire is composed
of two parts:

 The first part of the questions analyses the general attitude of the respondents.
 The second part focused on the customers’ satisfaction towards Amrutanjan Products.

TOOLS AND TECHNIQUES:

 Percentage Analysis

PERCENTAGE ANALYSIS:

It shows that the entire population in terms of percentage. It reveals the number of
people belonging in a particular category or the number of people, preferring a particular thing,
in terms of percentage. In this study the number of people who responded in a particular manner
is interpreted in the form of percentage.

NUMBER OF RESPONDENTS

PERCENTAGE = ------------------------------------------------------------- x 100

TOTAL RESPONDENTS

LIMITATIONS OF THE STUDY

 This research is geographically restricted to Chennai district only. Hence the result
cannot be exploited to other places.
 One of the biggest limitations is the time factor.

10
  The seriousness of the respondent and the ability to justify the answer were also the
important limitations.
 The sample size is limited and so only 100 samples are use.

CHAPTERISATION

CHAPTER I - INTRODUCTION

CHAPTER II – REVIEW OF LITERATURE

CHAPTER III - PROFILE OF COMPANY

CHAPTER IV – INTERPRETATION AND ANALYSIS

CHAPTER V - CONCLUSION

11
 CHAPTER - II
REVIEW OF LITERATURE

12
 CHAPTER – II

REVIEW OF LITERATURE:
(Kotler 2006:177, 2019) Customer Satisfaction Customer Satisfaction is a feeling of
pleasure or disappointment of someone who appears after comparing the performance (results)
of the product thought against the expected performance results. The dimension or indicator of
Customer Satisfaction is if the performance is below the expectations of eating dissatisfied
customers, if the performance meets expectations then the customer is satisfied, if the
performance exceeds expectations then the customer is very satisfied or happy.

(Sugeng, 2016) Customer Satisfaction is an attitude that is decided based on the

experience obtained. Satisfaction is an assessment of the characteristics or privileges of a
product or service, or the product itself that provides a level of consumer pleasure with regard
to meeting consumer consumption needs. Dimensions or indicators of Customer Satisfaction
can be created through quality, service, and value. The key to generating customer loyalty is to
provide high customer value.

(Tjiptono, 2012) Customer Satisfaction is the customer's response to the evaluation of

perception of differences in initial expectations prior to purchase (or other performance
standards) and the actual performance of the product as perceived after wearing or consuming
the product in question.

Customer Satisfaction has been researched a lot by previous researchers including

(Afriliana et al., 2018; Librianty & Yuliarto, 2019; Purwanti et al., 2014; Rahayu & Setyawarti,
2018; Rangkuti, 2003; Risdah, 2019; SiahaanSodiq & Wijaksana, 2014; Supardiasa et al.,
2018; Wahyuddin et al., n.d.; Wijayanti, 2019; YUNIATI, 2016; Zahratul Aini, 2019)

13
COMPLAINT LEVEL

(Tjiptono, 2007) The level of complaint is how high the complaint or delivery of
dissatisfaction, discomfort, irritation, and anger over the service of the service or product. The
dimension or indicator of complaint level is the high level of complaint. This level of complaint
has been researched by many previous researchers, among which are (Rizqi et al., 2020),
(Setiadi & Wahyudi, 2020)

(Novia et al., 2020) Product Quality Product Quality is the ability of a product to
perform its functions, including the overall product, reliability, accuracy, and ease of operation,
repair, and other attributes. Dimensions or indicators of Product Quality is that customers can
get all the benefits of the products offered to him.

(Rahman et al., 2018) Product Quality is a dynamic condition that is interconnected

although it can have different definitions but in essence has a specification that can cause a
sense of satisfaction that exceeds expectations for customers who use it.

(Irma Ike Saputri, 2017; Novia et al., 2020; Rahman et al., 2018) Product Quality
has been researched by many previous researchers.

QUALITY OF SERVICE

(Marnovita, 2020) Service Quality is a way of companies that try to make continuous
quality improvements to the processes, products, and services produced by the company
Dimensions or indicators of Service Quality is the more quality of service provided by the
company then the satisfaction felt by customers will be higher, and vice versa..

(Risdah, 2019) Quality of Service is good and or bad or satisfied or not customers are
satisfied with the service provided. Dimensions or indicators of Quality of Service is the level
of satisfaction measured through questionnaires or questionnaires in assessing the quality of a
service.

14
 The quality of service has been researched by many previous researchers, including,
(Mulyadi, 2020), (Purwanti et al., 2014), (Kuswatiningsih, 2010), (Supardiasa et al., 2018),
(Rahayu & Setyawarti, 2018), (Novia et al., 2020; Risdah, 2019; Wijayanti, 2019)

AUTHORS & OTHERS REVIEW

M.Vijay and Dr. Suresh kumar. Determinants of customer satisfaction towards

herbal products in selected area of Tamil Nadu states that Ayurveda or the Science of Life is
an ancient, holistic for diagnosis and treatment, perhaps the oldest system of medicine known
to humanity. At AMRUTANJAN the research will begins with the raw herbs chosen from
traditional texts, both from observations and experiences of indigenous plants. The objective
is to find the current herbal products scenario in India. The result of the study will help the
company to identify the satisfaction level of the customers and demand of various benefits
provided and promotional activities adopted by the company.

Dr. A. RadhaKrishnan and Radhika.k A study on customer satisfaction towards

AMRUTANJAN Products with reference to Cuddalore Town states that customer satisfaction
is defined 12 as the number of customer, or percentage of total customers, whose exported
experience with a firm, its products, or its services exceeds specified satisfaction is seen as a
key differentiator and increasingly has become a key element of business strategy. The
objective is to identify the problems face by the respondents while using AMRUTANJAN
products. 45% of the respondents preferred to purchase the Ayurvedic products. It gives a good
results to the users, because each of the AMRUTANJANs are researched and trailed by the
research and development center of AMRUTANJAN Company.

Deepallsingh (2001) in his study‟s enticed “entitled, “consumer Behavior and banking
retail product and analysis”. Stresses that the borrower‟s attitude is an important factor for the
improvement of housing loan schemes.

15
 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. But
tremains salient about skin disease.

Michael Palin’s 2000-mile journey along a mountain range of mystery, adventure and
challenges. „ It was a great adventure, in busy, lively cities, beautiful countryside, and among
magnificent peaks, glaciers, snow-fields and isolated, spectacular villages. From the highest
point of the journey, just over 18000 feet to the lowest, floating out into the sunset on the Bay
of Bengal, the scenery is breathtaking, but as usual, it’s the people we meet along the way- who
really make the journey amazing

‟ KIWIFI” (Fiona) 2009, I expected brilliant cinematography and good information

and was not disappointed. The bonus that really made the difference though, was the character
of the presented and following him through this journey.

(Bolton, 1998; Formal, 1992) Many empirical studies have shown that customer
satisfaction Secures future revenues, Reduces future transactions costs (Reich held and Sesser
1990), decreases price elasticity (Anderson, 1996), and Minimizes the likelihood of customers
defecting if quality Falters (Anderson and Sullivan, 1993).Customer satisfaction Is regarded
as customers can get more benefits than their Cost (Liu and Yen, 2010).

16
 (Shrimp, 2008) The goal of the supplier to recommend the possible purchaser Of
products for sale, the quality, utility, efficiency, Availability, cost and every supplementary
feature of information That could negatively impact the purchaser decision in Buying the
AMRUTANJAN products constitute the business Objectives.

Kano‟s The study discussed that antecedents and consequences of customer

satisfaction (Kittler, 2006), but seldom has any Paper integrated model and the customer
satisfaction Index model to create more meaningful value.

(Bolton, 1998; Fornell, 1992) Many empirical studies have shown that customer
satisfaction secures future revenues, reduces future transactions costs (Reichheld and Sasser,
1990), decreases price elasticity (Anderson, 1996), and minimizes the likelihood of customers
defecting if quality falters (Anderson and Sullivan, 1993).Customer satisfaction is regarded
as customers can get more benefits than their cost (Liu and Yen, 2010).

(Shimp, 2008) The goal of the supplier to recommend the possible purchaser of
products for sale, the quality, utility, efficiency, availability, cost and every supplementary
feature of information that could negatively impact the purchaser decision in buying the
AMRUTANJAN products constitute the business objectives, (Kotler, 2006) The study
discussed that antecedents and consequences of customer satisfaction, but seldom has any
paper integrated Kano‟s model and the customer satisfaction index model to create more
meaningful value.

17
 CHAPTER – III

PROFILE OF THE COMPANY

18
 CHAPTER – III
PROFILE OF THE COMPANY

19
INTRODUCTION ON HEALTH CARE PRODUCTS

The main aim of starting a healthcare products is only service motive only. India has a
multiplayer universal health care model that is paid for by a combination of public and private
health insurance funds. The public hospital system is essentially free for all Indian residents
expect for small, often symbolic co-payments in some services.

NATIONAL HEALTH POLICY:

The national health policy was endorsed by the parliament of India in 1983 and updated
in 2002, and then again updated in 2017 again as per report. The recent four main updates in
2017 mentions the need of focus on the growing burden of Non-communicative diseases, on
the emergence of the robust healthcare industry, on growing incidences of unsustainable
expenditure due to health care costs and on rising economic growth enabling enhanced fiscal
policy.

Government health policy has thus far largely encouraged private – sector expansion in
conjunction with well Designed but limited public health programmes.

HEALTHCARE FOR THE EMPLOYED:

As of 2030, 300 million Indian covered by insurance bought from one of the public or
private insurance companies by their employers as group or individual plan.

HEALTHCARE FOR THE UNEMPLOYED:

Unemployed people without coverage are covered by the various state funding schemes
for emergency hospitalization if they do not have the means to pay for it.

20
HEALTH CARE INDUSTRY IN INDIA:

The healthcare industry in India comprises of hospitals, medical devices, clinical trials,
outsourcing, telemedicine, medical tourism, health insurance, and medical equipment. The
industry is growing at a tremendous pace owing to its strengthening coverage, services and
increasing expenditure by public as well as private players.

Growing incidence of lifestyle diseases, rising demand for affordable healthcare delivery
systems due to the increasing healthcare costs, technological advancements, the emergence of
telemedicine, rapid health insurance penetration and government initiatives like E-Health
together with tax benefits and incentives are driving the healthcare market in India.

 The hospital industry in India, accounting for 80% of the total healthcare market is
witnessing a huge investor demand from both global as well as domestic investors.
 In 2020, India’s medical tourism market was estimated to be worth $5 to 6 Billion and
it is expected to grow to $13 Billion by 2026.
 The diagnostic industry in India is currently valued at $4 Billion. The share is organized
sector is almost 25% in this segment.

India is preferred destination for Medical Value Travel (MVT) where patients from all over
the globe come to “Heal in India” and is growing as huge opportunity area in the healthcare
market.

Healthcare Industry in India is projected to reach $372 Billion as of 2022. Healthcare

industry in India comprises of hospitals, medical devices, clinical trials, outsourcing,
telemedicine, medical tourism, health insurance and medical equipment. The healthcare sector
is growing at a tremendous pace owing to its strengthening coverage, services, and increasing
expenditure by public as well as private players.

In the economic survey of 2022 India’s public expenditure on healthcare stood at 2.1% of
GDP in 2021-22 against 1.8% in 2020-21.

21
 Two vaccines (Bharat Biotech’s Covaxin and oxford-AstraZeneca’s Covishield
manufactured by SII) were instrumental in medically safeguarding the Indian population
against COVID-19.

Healthcare has become one of India’s largest sectors, both in terms of revenue and
employment. Healthcare comprises hospitals, medical devices, clinical trials, outsourcing,
telemedicine, medical tourism, health insurance and medical equipment. The Indian healthcare
sector is growing at a brisk pace due to its strengthening coverage, services, and increasing
expenditure by public as well private players.

India’s healthcare delivery system is categorised into two major components – public
and private. The government, i.e. public healthcare system, comprises limited secondary and
tertiary care institutions in key cities and focuses on providing basic healthcare facilities in the
form of primary healthcare centres (PHCs) in rural areas. The private sector provides majority
of secondary, tertiary, and quaternary care institutions with major concentration in metros, tier-
I and tier-II cities.

India’s competitive advantage lies in its large pool of well-trained medical

professionals. India is also cost competitive compared to its peers in Asia and western
countries. The cost of surgery in India is about one-tenth of that in the US or Western Europe.
The low cost of medical services has resulted in a rise in the country’s medical tourism,
attracting patients from across the world. Moreover, India has emerged as a hub for R&D
activities for international players due to its relatively low cost of clinical research.

22
 Amrutanjan Healthcare Limited

Type Public

Industry Ayurvedic health-care

products, beauty
products, Informational
Technology, Business process
outsourcing

Founded 1893; 130 years ago

Founder Kasinathuni Nageswara Rao

Headquarters 42–45 Luz Church

Road, Mylapore, Chennai –
600004, India

Key people S Sambhu Prasad[1]

(Chairman)

Revenue US$

Net income US$

Website amrutanjan.com

23
HISTORY:

The Amrutanjan heath care was started in the year 1893 by the social reformer journalist
and freedom fighter, Desodharaka “Sri Nageswara Rao Pantulu Garu” Amrutanjan was
established as a patent medicine business in Bombay (now Mumbai). The headquarters were
shifted to Madras (now Chennai) in 1914.

As of 2014, it is headed by Sambhu Prasad, grandson of Nageshwara Rao.

It is an Indian Pharmaceutical company. The aim to start this company is to enhance

the living standards of the customers through innovative products.

Amrutanjan makes the Indians a lot of impact they brings out the customers to buy their
products. Amrutanjan brings out not only pain balms but also they introduced, Beverages,
Sanitary Napkins, Decorn corn caps etc.

Being Pioneers of pain and congestion management since 1893, at Amrutanjan we

believe that caring for people’s wellbeing is a dutiful task that truly touches millions of lives
and a sustainable business too. For global consumers we effectively blend nature’s pure, trusted
extracts with scientific research to derive deep action that have no side effects.

ABOUT INDUSTRY
Pure Healthy Essence connotes a naturally extracted essence with a deep action formula
effective and without any side effects. Pure Healthy means a pure trusted natural extract derived
from natural products through scientific research. Nature and science are combined to give
healthy beauty.

24
BRAND MANIFESTO

ADVERTISEMENT POSTER OLD

25
 PRODUCTS OF AMRUTANJAN
PAIN MANAGEMENT – HEAD ACHE

- AMRUTANJAN PAIN BALM

PAIN BALM EXTRA POWER

Classic Headache & cold recovery – Since 1893 Amrutanjan pain Balm has grown to
become a household brand across all social cultures in India. It is one of the most trusted Brands
in India.

Ingredients:
Karpura (Cinnamomum camphora-Aerial part, satva), Yavani satva (Trachyspermum
ammi-Fr., satva), Pudinah ( Mentha arvensis-Aerial part, satva), Gandhapura patra taila
(Gaultheria fragrantissima-Lf., Ol.), Sarala (Pinus roxburghii-Exd., Ol), Tailaparna taila
(Eucalyptus globulus-Lf.,Ol.), Bhutrna (Cymbopogon citratus-Lf.,Ol.), Darusita taila
(Cinnamomum zeylanicum-Bk.,Ol.), Pudinah (Mentha arvensis-Aerial part, Ol.), Lavanga taila
(Syzygium aromaticum-Fl.Bd., Ol.), Perfumed Ointment base q.s, Colour: Quinoline Yellow.

STRONG PAIN BALM

- AMRUTANJAN PAIN BALM

Headaches and back pain tend to disrupt simple activities during the day making the
person groggy and irritable. Such strong headaches & back pain call for an even stronger balm

26
that puts it to rest the moment it is applied. Amrutanjan Strong Pain Balm is made to eliminate
such severe headaches and back pains with its infusion of wintergreen oil and menthol is the
perfect solution to your splitting pain. The balm accompanied with a massage gives you
incredible relief within minutes. So no matter how demanding our job is you can always rely
on Amrutanjan Strong that removes your headache or back pain.

Available in:

1ml 4ml 8ml 27.5ml 50ml

Directions:

A gentle massage of Strong Double Power Pain Balm on the forehead is an instant
remedy for headache and body pain. It has the ability to kick out pain in on time.

Directions for use: Apply on the affected parts and gently massage

Ingredients:

Pudina (Mentha arvensis-Aerial part, Satva), Gandhapura patra taila (Gaultheria

fragrantissima-Lf., Ol.), Ointment base q.s.

NEW MAHA STRONG PAIN BALM

- AMRUTANJAN PAIN BALM

New Maha Strong Pain Balm comes to you with an improved Hot Action formula with
8 active key ingredients. It cures intense back, shoulder, Headache, Neck Pain and Knee Pain
with less effort and greater efficacy while reducing recovery time.

27
 Hot Action provides instant pan relief through a unique heat therapy formula. Heat
therapy increases blood supply to the affected area and relaxes the muscle thereby relieving
pain in an instant.

Available in:
8ml
Directions:
Do not use children. Avoid contact with eyes & nostrils Apply on the affected parts and
gently massage.

Ingredients:
Gandhapura patra taila (Gaultheria fragrantissima-Lf., Ol.), Pudinah (Mentha arvensis-
Aerial part, satva), Kejoputi taila (Melaeuca leucadendron-Lf., Ol), Lavanga taila (Syzygium
aromaticum-Fl.Bd., Ol.), Pudinah (Mentha arvensis-Aerial part, Ol.), Tailaparna taila
(Eucalyptus globulus-Lf. Ol.), Ardraka (Zingiber officinale-Rz., Ol), Katuvira (Capsicum
annuum-Fr., Satva), Ointment base q.s.

PAIN MANAGEMENT – ROLL ON

ADVANCED BACK PAIN + ROLL-ON

- AMRUTANJAN ROLL ON

Amrutanjan Advanced Back Pain + Roll-On starts working in just 30 secs to give
instant and long lasting relief. Packed with the power of capsaicin and clove oil, its deep
penetrating action reaches the affected muscle and relieves pain. Just roll-on.

Available in:
50ml

28
Directions:
Adults and children over 12 years. Just roll 3-5 times in circular motion on the affected
areas. Repeat as necessary but do not apply more than 4 times daily.

Ingredients:
Pudinah (Mentha arvensis-Aerial part, satva) Gandhapura patra taila (Gaultheria
fragrantissima-Lf., Ol.), Karpura (Cinnamomum camphora-Aerial part, Satva), Lavanga taila
(Syzygium aromaticum-Fl.Bd., Ol), Katuvira (Capsicum annuum-Fr., Satva), Base q.s

ADVANCED JOINT MUSCLE + SPRAY – MUSCLE PAIN

- AMRUTANJAN Joint Muscle + Spray

Amrutanjan Advanced Joint Muscle + Spray is handy to keep, easy to apply and non-
greasy too. Just apply it on the affected area to kick out pain with a cooling effect.

Available in:
30gm 80gm
Directions:
For adults and children over 7 years. Shake well before use. Hold 6 inches away from the
affected area and spray. Repeat 3-4 times a day.

Ingredients:
Pudinah (Mentha arvensis-Aerial part, satva), Gandhapura patra taila (Gaultheria
fragrantissima-Lf., Ol.), Tailaparna taila (Eucalyptus globulus-Lf, Ol.), Karpura
(Cinnamomum camphora-Aerial part, Satva), Solvents and propellants q.s.

29
CONGESTION MANAGEMENT – COLD AND COUGH
RELIEF COLD RUB

Relief Cold Rub provides the best remedy for your cough and cold. So unblock your
nose and breathe easy.

Available in:
5gm 30gm
Directions:
Apply gently on nose, forehead, chest, Throat and back for quick relief from cold
congestion. Do not apply inside the nostrils. Consult a doctor for children below 3 years.

Ingredients:
Karpoor Powder, Pudina ka phool, Ajowan ka phool, Turpentine ka tel, Nilgir ka tel,
Jatiphal ka tel, Ointment base q.s.

RELIEF NASAL INHALER

Provides fast relief from nasal congestion. Mahashakti formulation with power of
Nilgiri Ka tel and Gandhpura tel. 50% more Maha Shakti. Its sleep shape makes it handy. It
has 50% more net content

30
Available in:
0.75gm
Directions:
Inhale as often as needed for adults. Inhale Relief nasal inhaler through a nostril while
holding the other nostril closed. Inhale deeply for clear breathing.

Ingredients:
Pudinah (Mentha arvensis-Aerial part, satva), Karpura (Cinnamomum camphora-
Aerial part, Satva), Gandhapura patra taila (Gaultheria fragrantissima-Lf., Ol.), Tailaparna taila
(Eucalyptus globulus-Lf.,Ol.)

RELIEF COUGH SYRUP

Relief Cough Syrup provides “5 Symptom” action. It is a safe Ayurvedic formulation

which is non-drowsy and non-alcoholic. It has Vasaka and Yashtimadhu.

Available in:
8ml
Directions:
For adults 1 sachet, 4 times a day and for children 1 sachet, 2-3 times a day.
Ingredients:
Glycyrrhiza, Yashtimadhu, Vasaka, Kantakari, Trujaty, Tulasi, Flavoured syrup base,
Approved colours and preservatives used.

31
RELIEF SWAS MINT

The combination of Nilgiri ka tel and Citrus in the Relief Swas Mint gives a soothing and
refreshing effect for relief from cold and sore throat.

Available in:
2.7gm
Ingredients:
Nimbu ka satva, Pudina ka satva, Nilgiri ka tel, Sugar base q.s.

WOMENS HYGINE – SANITARY NAPKINS

Comfy Snug Fit

Comfy Snug Fit sanitary napkin is 80% more absorbent. The napkins are long and
supported by anti-leak system to provide maximum protection, while bigger wings prevent any
leakage. Amrutanjan Comfy SNUG FIT features 100% imported pulp from North America,
making it softer, safer product for all women to use.

Available in:
Regular

32
OTHER PRODUCTS – CORN CAPS AND SANITIZER
DECORN CORN CAPS

Amrutanjan Decorn corn caps are Ayurveda medicine for corn removal in foot. It is
quick acting and comes in easy to use bandage. Its soothing effect gives long lasting relief. Its
quick action helps in achieving soft feet and removes corn effectively. It is completely natural,
safe to use and has no side effects.

Directions:
Do not apply any corn treatment if the skin is inflamed or broken. Do not use corn
treatment for any other purpose. First clean and thoroughly dry the skin around the corn. This
is important to ensure adhesion. Remove the facing material and position the tilt ring very
carefully so that it surrounds the corn. Fix firmly in position with the adhesives straps. When
properly applied it should not move or slip. The cap should be left in position for at least six
days before attempting to remove the corn. Fit another cap if the corn is not easily removable
and inspect every two days.

Available:
Wallet of 4 Bandages
Ingredients:
Narmalic amal, Ganda biroja, ointment base.

33
AMRUTANJAN NO GERMS HAND SANITIZER

The importance of good hygiene can never be overemphasized. Cleaning hands well and often
is a personal hygiene practice that prevents germs from leading to infections. The effort is
doubly rewarding with the use of an effective hand sanitizer as it kills invisible germs, bacteria,
and virus.

For over 125 years, Amrutanjan has been committed to offer products that are efficacious and
provide the relief consumers seek. Amrutanjan No Germs Hand Sanitizer is a significant effort
in that direction. Highly effective in destroying 99.9% germs it keeps your hands clean and
provides the much needed protection. With a pleasant lemon fragrance, it requires no water in
usage too.

Available in:
50ml
Directions for use:
Wash your hands with water for any foreign particles. Take a little quantity of gel in your
palms, rub them well uniformly until dry. No water required after use.

Ingredients:
Ethyl Alcohol, Water (Aqua), Glycerine, Triethanolamine, Carbopol, Fragrance and Colour
[CI 19140]

34
BEVERAGES – SOFT DRINKS & ORS
FRUITNIK

New Fruitnik juice drink is filled with the goodness of natural fruits

Apple gives you minerals & vitamins

Mango is a great source of vitamin A, B & E

Available:
180ml 250ml 500ml 1 lit
Available flavours:
Mango & Apple flavour

FRUITNIK ELECTRO+

Today’s hectic pace of living truly drains us all. Moving around in the sun, travelling
on work can all dehydrate tremendously. At such times, most people reach out for a fruit juice
or energy drink which they feel, will serve the purpose. What they do not realize is that, they
are losing vital body salts and fluids which no fruit drink can replace.

The need of the hour is a drink that rehydrates recharges and helps us move on
effortlessly. Fruitnik Electro+ does this effectively as it helps regain salts and fluids lost due to
exertion or dehydration.

35
 Fruitnik Electro+ boosts energy, replenishes electrolytes and provides Vitamin C in a
natural apple fruit juice base. This makes it ideal for fluid loss due to diarrhoea*, heat stress,
exertion, dehydration and sports work out.

Uses of Fruitnik Electro+ Apple Drink:

Oral rehydration solution drinks are used to prevent or correct dehydration in young
children and adults. Fruitnik Electro+ is superior in many ways as it contains the right balance
of sugar, glucose, sodium and potassium and helps replace lost fluids in the body.

More advantages of Fruitnik Electro+ Apple drink:

*Great taste

*Ready to drink pet bottle

*Practical for travelling and storage

*Non-carbonated

Ingredients:
Apple Juice concentrate:

Apple juice is a rich source of antioxidants, dietary fibre, vitamins and minerals to fight cell
ageing.

Glucose:
Glucose (Dextrose) enables better absorption of salts and water, helping you rehydrate
and maintain an optimum fluid balance and energise.

Sodium:
Sodium chloride is a salt supplement. It replaces salt and water losses. It can also pull
extra fluid out of a swollen area.

Potassium:
Potassium is an essential mineral for the body. In nature it occurs only in ionic salts. It
is needed for several functions in the body and ensures good organ function.

Rehydrate, recharge, move on, is the new mantra and it effectively sums up the Fruitnik
Electro+ advantage.

36
 CHAPTER – IV
ANALYSIS AND INTERPRETATION

37
 CHAPTER – IV
ANALYSIS AND INTERPRETATION
TABLE 4.1
GENDERWISE CLASSIFICATION OF THE RESPONENTS
GENDER NO OF RESPONDENTS PERCENTAGE
MALE 40 40%
FEMALE 60 60%
PREFER NOT TO SAY 0 0%
TOTAL 100 100%
SOURCE: PRIMARY DATA
CHART 4.1.1

GENDER

0%
MALE
40%
60% FEMALE

PREFER NOT
TO SAY

INTERPRETATION:
The above table indicates usage of Amrutanjan products Gender wise. The respondents of
Male is 40% that is 40 respondents. The respondents of Female is 60% that is 60 respondents.
The respondents of Prefer not to say is 0% that is 0 respondents.

 The most response is Female 60 response that is 60%

38
 TABLE 4.2
QUALIFICATION OF RESPONDENTS
QUALIFICATION NO OF RESPONDENTS PERCENTAGE
SSLC 6 6%
HSC 10 10%
UG 34 34%
PG 34 34%
PROFESSIONAL 16 16%
TOTAL 100 100%
SOURCE: PRIMARY DATA
CHART 4.1.2

QUALIFICATION

SSLC
34% 34%
HSC
50% UG
PG
16%
PROFESSIONAL
10%
6%

INTERPRETATION:
The above table indicates qualification of respondents. The respondents of SSLC
qualification is 6% that is 6 respondents. The respondents of HSC qualification is 10% that is
10 respondents. The respondents of UG qualification is 34% that is 34 respondents. The
respondents of PG qualification is 34% that is 34 respondents. The respondents of Professional
qualification is 16% that is 16 respondents.

 The most response is UG & PG 34 response that is 34%

39
 TABLE 4.3
OCCUPATION OF THE RESPONDENTS
OCCUPATION NO OF RESPONDENTS PERCENTAGE
SERVICE 17 17%
SELF EMPLOYED 35 35%
STUDENT 31 31%
OTHERS 17 17%
TOTAL 100 100%
SOURCE: PRIMARY DATA
CHART 4.1.3

OCCUPATION

17% 17% SERVICE

SELF EMPLOYED
STUDENT
31% 35%
OTHERS

INTERPRETATION:
The above table indicates occupation of respondents. The respondents of Service occupation is
17% that is 17 respondents. The respondents of Self Employed occupation is 35% that is 35
respondents. The respondents of Student occupation is 31% that is 31 respondents. The
respondents of others occupation is 17% that is 17 respondents.

 The most response is Self Employed 35 response that is 35%

40
 TABLE 4.4
INCOME OF THE RESPONDENTS
MONTHLY INCOME NO OF RESPONDENTS PERCENTAGE
NO INCOME 34 34%
10000-20000 26 26%
20000-30000 10 10%
30000-40000 6 6%
ABOVE 40000 24 24%
TOTAL 100 100%
SOURCE: PRIMARY DATA
CHART 4.1.4

INCOME OF THE RESPONDENTS

24% NO INCOME
34%
10000-20000
20000-30000
6%
30000-40000
10% ABOVE 40000
26%

INTERPRETATION:
The above table indicates Income of the respondents. The respondents of No Income is
34% that is 34 respondents. The respondents of 10,000-20,000 is 26% that is 26 respondents.
The respondents of 20,000-30,000 is 10% that is 10 respondents. The respondents of 30,000-
40,000 is 6% that is 6 respondents. The respondents of Above 40,000 is 24% that is 24
respondents.

 The most response is No Income 34 response that is 34%

41
 TABLE 4.5
HOW DO YOU COME TO KNOW ABOUT AMRUTANJAN
PRODUCTS
RESPONSE NO OF RESPONDENTS PERCENTAGE
COMPANY 8 8%
REPRESENTATIVES
DEALERS 20 20%
FRIENDS AND 34 34%
RELATIVES
ADVERTISING MEDIA 24 24%
POSTERS 14 14%
TOTAL 100% 100%
SOURCE: PRIMARY DATA
CHART 4.1.5

HOW DO YOU COME TO KNOW

ABOUT AMRUTANJAN PRODUCT
COMPANY
REPRESENTATIVES
DEALERS
34%
24%
FRIENDS AND
38% RELATIVES
20% ADVERTISEMENT
8% 14% MEDIA
POSTERS

INTERPRETATION:
The above table indicates how you come to know about Amrutanjan products of the
respondents. The respondents of Company representatives is 8% is 8 respondents. The
respondents of Dealers is 20% is 20 respondents. The respondents of Friends and Relatives is
34% is 34 respondents. The respondents of Advertisement Media is 24% is 24 respondents.
The respondents of Posters is 14% is 14 respondents.

 The most response is Friends and Relatives 34 response that is 34%

42
 TABLE 4.6
DO YOU AWARE OF AMRUTANJAN PRODUCTS
RESPONSE NO OF RESPONDENTS PERCENTAGE
YES 98 98%
NO 2 2%
TOTAL 100 100%
SOURCE: PRIMARY DATA
CHART 4.1.6

DO YOU AWARE OF AMRUTANJAN

PRODUTS

2%
YES
NO

98%

INTERPRETATION:
The above table indicates do you aware of Amrutanjan products of the respondents. The
respondents of YES for the above chart is 98% is 98 respondents. The respondents of NO for
the above chart is 2% is 2 respondents.

 The most response is YES 98 response that is 98%

43
 TABLE 4.7
ARE YOU SATISFIED WITH AMRUTANJAN PRODUCTS WHICH
YOU ARE USING
RESPONSE NO OF RESPONSE PERCENTAGE
YES 78 78%
NO 22 22%
TOTAL 100 100%
SOURCE: PRIMARY DATA
CHART 4.1.7

ARE YOU SATISFIED WITH

AMRUTANJAN PRODUCTS
WHICH YOU ARE USING

22%
YES
NO

78%

INTERPRETATION:
The above table indicates are you satisfied with Amrutanjan products which you are using
of the respondents. The respondents of YES for the above chart is 78% is 78 respondents.
The respondents of NO for the above chart is 22% is 22 respondents.

 The most response is YES 78 response that is 78%

44
 TABLE 4.8
WHICH OF THE PRODUCTS YOU HAVE NOT USED IN
AMRUTANJAN
RESPONSE NO OF RESPONDENTS PERCENTAGE
PAIN BALM 6 6%
ROLL ON 18 18%
MUSCLE SPRAY 30 30%
COUGH RELIEF 14 14%
SANITIZER 24 24%
FRUITNIK 8 8%
TOTAL 100 100%
SOURCE: PRIMARY DATA
CHART 4.1.8

WHICH OF THE PRODUCTS YOU

HAVE NOT USED IN AMRUTANJAN
8 6

24 18

14 30

PAIN BALM ROLL ON MUSCLE SPRAY

COUGH RELIEF SANITIZER FRUITNIK

INTERPRETATION:
The above table indicates which of the products you have not used in Amrutanjan of the
respondents. The respondents of Pain Balm for the above chart is 6% is 6 respondents. The
respondents of Roll on for the above chart is 18% is 18 respondents. The respondents of Muscle
spray for the above chart is 30% is 30 respondents. The respondents of Cough Relief for the
above chart is 14% is 14 respondents. The respondents of Sanitizer for the above chart is 24%
is 24 respondents. The respondents of Fruitnik for the above chart is 8% is 8 respondents.

 The most response is Muscle Spray 30 response that is 30%

45
 TABLE 4.9
WHICH OF THE PRODUCTS YOU HAVE USED IN AMRUTANJAN
RESPONSE NO OF RESPONDENTS PERCENTAGE
PAIN BALM 52 52%
ROLL ON 18 18%
MUSCLE SPRAY 8 8%
COUGH RELIEF 12 12%
SANITIZER 0 0%
FRUITNIK 10 10%
TOTAL 100 100%
SOURCE: PRIMARY DATA
CHART 4.1.9

WHICH OF THE PRODUCTS YOU

HAVE USED IN AMRUTANJAN

0%
PAIN BALM
18% 8%
12% ROLL ON
MUSCLE SPRAY
10% 10%
COUGH RELIEF
SANITIZER
52%
FRUITNIK

INTERPRETATION:
The above table indicates which of the products you have used in Amrutanjan of the
respondents. The respondents of Pain Balm for the above chart is 52% is 52 respondents. The
respondents of Roll on for the above chart is 18% is 18 respondents. The respondents of Muscle
spray for the above chart is 8% is 8 respondents. The respondents of Cough Relief for the above
chart is 12% is 12 respondents. The respondents of Sanitizer for the above chart is 0% is 0
respondents. The respondents of Fruitnik for the above chart is 10% is 10 respondents.

 The most response is Pain Balm 52 response that is 52%

46
 TABLE 4.10
WHICH KIND OF PAIN BALM YOU ARE USING
RESPONSE NO OF RESPONDENTS PERCENTAGE
PAIN BALM EXTRA 38 38%
POWER
STRONG PAIN BALM 46 46%
MAHA STRONG PAIN 16 16%
BALM
TOTAL 100 100%
SOURCE: PRIMARY DATA
CHART 4.1.10

WHICH KIND OF PAIN BALM YOU

ARE USING IN AMRUTANJAN

PAIN BALM EXTRA

POWER
46% STRONG PAIN BALM

16% 16% MAHA STRONG

PAIN BALM

38%

INTERPRETATION:
The above table indicates which kind of Pain Balm you using in Amrutanjan of the
respondents. The respondents of Pain balm Extra power is 38% that is 38 respondents. The
respondents of Strong Pain balm is 46% that is 46 respondents. The respondents of Maha
Strong Pain balm is 16% that is 16 respondents.

 The most response is Strong Pain Balm 46 response that is 46%

47
 TABLE 4.11
NAME THE BRAND THAT YOU ARE USING OTHER THAN
AMRUTANJAN PRODUCT
RESPONSE NO OF RESPONDENTS PERCENTAGE
TIGER BALM 18 18%
VICKS 16 16%
AXE BRAND 32 32%
AMRUTANJAN PAIN 14 14%
BALM
ZANDU BALM 12 12%
IODEX BALM 8 8%
TOTAL 100 100%
SOURCE: PRIMARY DATA
CHART 4.1.11

NAME THE BRAND THAT YOU ARE USING

OTHER THAN AMRUTANJAN PRODUCT
IODEX BALM 8
ZANDU BALM 12
NAME THE BRAND
HIMALAYA PAIN… 14 THAT YOU ARE USING
AXE BRAND OTHER THAN
32 AMRUTANJAN
VICKS 16 PRODUCT
TIGER BALM 18
0 10 20 30 40

INTERPRETATION:
The above table indicates name the brand that you are using other than Amrutanjan product
of the respondents. The respondents of Tiger balm is 32% that is 32 respondents. The
respondents of Vicks is 12% that is 12 respondents. The respondents of AXE Brand is 5% that
is 5 respondents. The respondents of AMRUTANJAN Pain Balm is 5% that is 5 respondents.
The respondents of Zandu balm is 22% that is 22 respondents. The respondents of Iodex Balm
is 24% that is 24 respondents.

 The most response is AXE Brand 32 response that is 32%

48
 TABLE 4.12
WITH RESPECT TO AMRUTANJAN WHICH PRODUCTS DO YOU
USE MORE
RESPONSE NO OF RESPONDENTS PERCENTAGE
PAIN BALM & ROLL ON 44 44%
SANITARY NAPKIN 24 24%
COUGH RELIEF 22 22%
PRODUCTS
SOFT DRINKS 10 10%
SANITIZER 0 10
TOTAL 100 100%
SOURCE: PRIMARY DATA
CHART 4.1.12

WITH RESPECT TO AMRUTANJAN WHICH

PRODUCTS DO YOU USE MORE

PAIN BALM & ROLL ON

22% SANITARY NAPKIN

24%
COUGH RELIEF
10% 10% PRODUCTS
SOFT DRINKS
44%
0% SANITIZER

INTERPRETATION:
The above table indicates with respect to AMRUTANJAN which products do you use more
of the respondents. The respondents of Pain Balm & Roll on is 44% that is 44 respondents. The
respondents of Sanitary Napkin is 24% that is 24 respondents. The respondents of Cough relief
is 22% that is 22 respondents. The respondents of Soft Drinks is 10% that is 10 respondents.
The respondents of Sanitizer is 0% that is 0 respondents.

 The most response is Pain balm & Roll on 44 response that is 44%

49
 TABLE 4.13
HOW MANY YEARS HAVE YOU USING THE AMRUTANJAN
PRODUCTS
RESPONSE NO OF RESPONDENTS PERCENTAGE
BELOW 5 YEARS 58 58%
10-20 YEARS 26 26%
20-30 YEARS 6 6%
ABOVE 30 YEARS 10 10%
TOTAL 100 100%
SOURCE: PRIMARY DATA

CHART 4.1.13

HOW MANY YEARS HAVE YOU USING

THE AMRUTANJAN PRODUCTS

10%
6%
BELOW 5 YEARS
26% 58% 10-20 YEARS
20-30 YEARS
ABOVE 30 YEARS

INTERPRETATION:
The above table indicates how many years have you using the AMRUTANJAN products
of the respondents. The respondents of Below 5 Years on is 58% that is 58 respondents. The
respondents of 10-20 Years is 26% that is 26 respondents. The respondents of 20-30 Years is
6% that is 6 respondents. The respondents of Above 30 Years is 10% that is 10 respondents.

 The most response is Below 5 Years 44 response that is 44%

50
 TABLE 4.14
DO YOU FEEL PRICING PLAYS A VITAL ROLE IN PURCHASE OF
AMRUTANJAN PRODUCTS
RESPONSE NO OF RESPONDENTS PERCENTAGE
YES 82 82%
NO 18 18%
TOTAL 100 100%
SOURCE: PRIMARY DATA

CHART 4.1.14

DO YOU FEEL PRICING PLAYS A VITAL ROLE IN

PURCHASE OF AMRUTANJAN PRODUCTS

18%
YES
NO

82%

INTERPRETATION:
The above table indicates do you feel pricing plays a vital role in purchase of
AMRUTANJAN products of the respondents. The respondents of YES for the above chart is
82% is 82 respondents. The respondents of NO for the above chart is 18% is 18 respondents.

 The most response is YES 82 response that is 82%

51
 TABLE 4.15
RATE THE IMPORTANCE OF PRICING OF AMRUTANJAN
PRODUCT PURCHASE DECISION
RESPONSE NO OF RESPONDENTS PERCENTAGE
HIGHLY SATISFIED 16 16%
SATSIFIED 46 46%
NEUTRAL 32 32%
DISSATISFIED 2 2%
HIGHLY DISSATISFIED 4 4%
TOTAL 100 100%
SOURCE: PRIMARY DATA
CHART 4.1.15

RATE THE IMPORTANCE OF PRICING

OF AMRUTANJAN PRODUCT
PURCHASE DECISION

HIGHLY SATISFIED
32% 4% SATSIFIED
6% NEUTRAL
46% 16% 2% DISSATISFIED
HIGHLY DISSATISFIED

INTERPRETATION:
The above table indicates rate the importance of pricing of AMRUTANJAN product
purchase decision of the respondents. The respondents of Highly Satisfied is 16% that is 16
respondents. The respondents of Satisfied is 46% that is 46 respondents. The respondents of
Neutral is 32% that is 32 respondents. The respondents of Dissatisfied is 2% that is 2
respondents. The respondents of Highly Dissatisfied is 4% that is 4 respondents.

 The most response is Satisfied 46 response that is 46%

52
 TABLE 4.16
ARE YOU SATISFIED WITH THE PRICING OF AMRUTANJAN
PRODUCTS
RESPONSE NO OF RESPONDENTS PERCENTAGE
YES 84 84%
NO 16 16%
TOTAL 100 100%
SOURCE: PRIMARY DATA
CHART 4.1.16

ARE YOU SATISFIED WITH THE

PRICING OF AMRUTANJAN
PRODUCTS

16%
YES
NO

84%

INTERPRETATION:
The above table indicates are you satisfied with the pricing of AMRUTANJAN products
of the respondents. The respondents of YES for the above chart is 84% is 84 respondents. The
respondents of NO for the above chart is 16% is 16 respondents.

 The most response is YES 84 response that is 84%

53
 TABLE 4.17
HOW LIKELY WOULD YOU RECOMMEND THE COMPANY BRAND
TO OTHERS
RESPONSE NO OF RESPONDENTS PERCENTAGE
MOST LIKELY 14 14%
LIKELY 78 78%
UNLIKELY 8 8%
TOTAL 100 100%
SOURCE: PRIMARY DATA
CHART 4.1.17

HOW LIKELY YOU WOULD RECOMMEND THE

COMPANY BRAND TO OTHERS

8% 14%
MOST LIKELY
LIKELY
UNLIKELY

78%

INTERPRETATION:
The above table indicates how likely you would recommend the company brand to others
of the respondents. The respondents of Most Likely for the above chart is 14% is 14
respondents. The respondents of Likely for the above chart is 78% is 78 respondents. The
respondents of Unlikely for the above chart is 8% is 8 respondents.

 The most response is Likely 78 response that is 78%

54
 TABLE 4.18
DO YOU FEEL PRICING PLAYS A VITAL ROLE IN THE PURCHASE
OF AMRUTANJAN PRODUCTS
RESPONSE NO OF RESPONDENTS PERCENTAGE
YES 80 80%
NO 20 20%
TOTAL 100 100%
SOURCE: PRIMARY DATA
CHART 4.1.18

DO YOU FEEL PRICING PLAYS A VITAL

ROLE IN THE PURCHASE OF
AMRUTANJAN PRODUCTS

20% YES
NO

80%

INTERPRETATION:
The above table indicates do you feel pricing plays a vital role in the purchase of
AMRUTANJAN products of the respondents. The respondents of YES for the above chart is
80% is 80 respondents. The respondents of NO for the above chart is 20% is 20 respondents.

 The most response is YES 80 response that is 80%

55
 TABLE 4.19
WHERE WILL YOU BUY AMRUTANJAN PRODUCT
RESPONSE NO OF RESPONDENTS PERCENTAGE
SUPER MARKET 14 14
MEDICAL SHOP 48 48
RETAILER SHOP 28 28
DEPARTMENTAL STORE 10 10
TOTAL 100 100%
SOURCE: PRIMARY DATA
CHART 4.1.19

WHERE YOU WILL BUY AMRUTANJAN

PRODUCT
48
50

40
28
30

20 14
10
10

0
SUPER MARKET MEDICAL SHOP RETAILER SHOP DEPARTMENTAL
STORE

WHERE WILL YOU BUY AMRUTANJAN PRODUCT

INTERPRETATION:
The above table indicates where you will buy AMRUTANJAN product of the respondents.
The respondents of Super Market for the above chart is 14% is 14 respondents. The respondents
of Medical Shop for the above chart is 48% is 48 respondents. The respondents of Retailer
Shop for the above chart is 28% is 28 respondents. The respondents of Departmental store for
the above chart is 10% is 10 respondents.

 The most response is Likely 78 response that is 78%

56
 TABLE 4.20
RANK THE FOLLOWING FACTORS THAT INFLUENCE YOU
SATISFACTION LEVEL FOR THE AMRUTANJAN PRODUCTS
RESPONSE RANK NO OF RESPONDENTS PERCENTAGE
PACKING 1 29 9%
QUALITY 2 20 36%
QUANTITY 4 19 11%
PRICING 2 20 32%
BRAND 5 12 12%
TOTAL 100 100%
SOURCE: PRIMARY DATA
CHART 4.1.20

RANK THE FOLLOWING FACTORS THAT

INFLUENCE YOU SATISFACTION LEVEL FOR
THE AMRUTANJAN PRODUCTS

14
29
18

19 20

PACKING QUALITY QUANTITY PRICING BRAND

INTERPRETATION:
The above table indicates rank the following factors that influence you satisfaction level
for the AMRUTANJAN products of the respondents. The respondents of Packing for the above
chart is 29% is 29 respondents. The respondents of Quality for the above chart is 20% is 20
respondents. The respondents of Quantity for the above chart is 19% is 19 respondents. The
respondents of Pricing for the above chart is 18% is 18 respondents. The respondents of Brand
for the above chart is 14% is 14 respondents.

 The most response is Packing 29 response that is 29%

57
 CHAPTER – V
FINDINGS, SUGGESTION &
CONCLUSION

58
FINDINGS:
AMRUTANJAN products as established reputation for the quantity, quality, pricing,
brand and packing.

There is a good relationship, mutual trust, co-operation and understanding between

employees and employers. There is a good team spirit, open communication and trust among
employees which in turn help the management to operate the effort of different departments.

This chapter is including my survey finding, suggestions and conclusion of my survey.

First I would like to present my survey findings. The main findings of my survey are follows:

 It is found in my survey that Females are the main decision maker for the
AMRUTANJAN products. As per date 60% of Females and 40% of males make
purchase decision.
 The analysis of the given data of Amrutanjan depicts positive results.
 The company has grown much faster than its peer with unimpaired profitability has
maintained its leadership position in all key segments.
 Majority of the respondents are well aware about the product that is 98% of the
respondents.
 No Income peoples are more attracted to AMRUTANJAN products. As per data 34%
of respondent’s income is under this group.
 The main purchasing factor for AMRUTANJAN product is packing, quality and
pricing.
 The data reveals that 29% influences packing, 20% influences quality and 20%
influences pricing.
 58% the majority of the respondents are using the AMRUTANJAN products below 5
years. And between 20-30 years 6% are using only at the low level.
 It is found in the survey that customer are influencing through word of mouth.
 It shows those customers are very much satisfied with Amrutanjan product.
 And peoples said that it’s a perfect Ayurveda balm for headache.

59
SUGGESTIONS:

 Amrutanjan product purchase decision are most decided by the men rather than women
because he acts as invigilator execute his decision influence the same in purchase while
ascertain the packing, quality, quantity, pricing, brand.
 The most important thing is in this survey only males are been respond more compared
to female.
 And most important suggestion is many of the peoples is not aware of other products
in Amrutanjan this is because of lack of Advertising or promotion of particular
products.
 Female respondents suggested to make the packing cover of Sanitary Napkins more
quality.
 To make aware of other products in Amrutanjan the company should bring out some
interesting or Innovative Ads or Make the campaign in both rural and urban areas and
make awareness of it.

60
CONCLUSION:
My study has revealed that customer satisfaction can be defined as an overall
customer attitude towards a service provider, or an emotional reaction to the difference
between what customers anticipate and what they receive, regarding the fulfilment of some
need, goal or desire. Satisfaction represents a veritable key of modelling the acquisition
behaviour of the customer, being supported

Customer satisfaction is addressed as a strategic business development tool. Customer

satisfaction does have a positive effect on an organization's profitability, satisfied customers
form the foundation of any successful business as customer satisfaction leads to repeat
purchase, brand loyalty, and positive word of mouth. Satisfied customers are most likely to
share their experiences with other people to the order of perhaps five or six people. Equally
well, dissatisfied customers are more likely to tell another ten people of their unfortunate
experience. Research has demonstrated that even a difference between a totally satisfied
customer and a somewhat satisfied customer could lead to an increased revenue contribution

61
BIBLIOGRAPHY

62
BIBLIOGRAPHY:

A study on customer satisfaction of the food products with reference to Amrutanjan Products.
It is based on both Primary and Secondary Data which have been collected from the following
sources.
 Kothari C.R “Research Methodology”, Willy Eastern Ltd., New Delhi 2nd Edition, 2002
 R. Pannerselvam, “Research Methodology”, Eastern Edition.
 Philip Kotler, “Marketing Management”, Eleventh Edition, Published by person
education (Singapore) PVT. LTD., Indian Branch
 Rajan Nair. “Marketing Management”, Sultan Chand & sons, 3rd Edition, 1998.
 Uma sekaran, “Research Method for Business”, John Wiley & sons Inc, Fourth Edition,
Singapore 2003.

S.NO BOOKS NAME AUTHOR NAME

1 Research Methodology C.R Kothari
2 Research Methodology Dr. P.C. Tripathi

WEBSITE:

 www.google.com

 www.amrutanjan.com

63
ANNEXURE

64
 QUESTIONAIRE
A STUDY ON CUSTOMER SATISFACTION TOWARDS
AMRUTANJAN PRODUCTS
(AMRUTANJAN HEALTH CARE)

As a part of my course, I am conducting research to understand customer satisfaction in

Amrutanjan Products. I would highly appreciate if you could spare a few minutes in filling up
this questionnaire. Your answer will be kept anonymous and no identifying characteristics will
be including in the final report.

1. Name:

2. Gender: Male( ) Female( )

3. Qualification
a) SSLC b) HSC c) UG
d) PG e) Professional f) Others

4. Occupation
a) Service b) Self Employed
c) Student d) Others

5. Monthly Income
a) No Income b) 10000-20000 c) 20000-30000
d) 30000-40000 e) Above 40000

6. How do you come to know about Amrutanjan Products?

a) Company Representatives b) Dealers
c) Friends and Relatives d) Advertising Media e) Posters

7. Do you aware of Amrutanjan Products?

a) Yes b) No

65
8. Are you satisfied with Amrutanjan Products which you are using?
a) Yes b) No

9. Which of the products you have not used in Amrutanjan?

a) Pain Balm b) Roll on c) Muscle Spray
d) Cough Relief e) Sanitizer f) Fruitnik

10. Which of the products you have used in Amrutanjan?

a) Pain Balm b) Roll on c) Muscle Spray
d) Cough Relief e) Sanitizer f) Fruitnik

11. Which kind of Pain Balm you are using?

a) Pain Balm Extra power b) Strong pain balm
c) Maha Strong pain balm.

12. Name the brand that you are using other than Amrutanjan Product?
a) Tiger Balm b) Vicks c) AXE brand
d) AMRUTANJAN Pain balm e) Zandu Balm f) Iodex Balm

13. With respect to Amrutanjan which products do you use more?

a) Pain Balms & Roll on b) Sanitary Napkins
c) Cough relief products d) Soft Drinks e) Sanitizer

14. How many years have you using the Amrutanjan products
a) Below 5 Years b) 10-20 Years c) 20-30 Years
d) Above 30 Years

15. Do you feel pricing plays a vital role in purchase of Amrutanjan Products?
a) Yes b) No

16. Rate the importance of pricing of Amrutanjan Product purchase decision?

a) Highly Satisfied b) Satisfied c) Neutral
d) Dissatisfied e) Highly Dissatisfied

66
17. Are you satisfied with the pricing of Amrutanjan Products?
a) Yes b) No

18. How likely would you recommend the company brand to others?
a) Most Likely b) Likely c) Unlikely

19. Do you feel pricing plays a vital role in the purchase of Amrutanjan Products?
a) Yes b) No

20. Where will you buy Amrutanjan Product?

a) Super Market b) Medical Shop c) Retailer Shop
d) Departmental store

21. Rank the following factors that influence you satisfaction level for the Amrutanjan
Products?
SPECIALITY RANK
Packing
Quality
Quantity
Pricing
Brand

22. Please give a small suggestion to improve Amrutanjan products

----------------------------------------------------------------------------

23. Any suggestion on my survey

----------------------------------------------------------------------------

67