Asian Journal of Research in Marketing
Year : 2015, Volume : 4, Issue : 3
First page : ( 27) Last page : ( 40)
Online ISSN : 2277-6621.

The CBBE Model and Brand Recall Perspective with regard to Patanjali Ayurvedic Products – An Empirical Study Conducted in Hyderabad

Dr. Jayanthi B.V.

Assistant Professor, Amity Global Business School, Hyderabad, India

Online published on 4 June, 2015.

Abstract

With the rise in killer diseases in India and the deteriorating quality of life that an average Indian leads, prevention of sickness becomes more necessary than cure. Though Ayurveda which means life-knowledge, has the genesis in the Indian subcontinent, the Indians have been moulded to take to the English medicines over the years for their assured faster relief. The origins of Ayurveda are also found in the Atharvaveda which contains 114 hymns and incantations described as magical cures for disease. The Indian Ayurvedic medicine market is not as popular as the allopathic medicine market for various reasons. This article intends to throw light on the performance, perceptions and judgments about an Ayurvedic medicine brand ‘Patanjali’ – a creation of Baba Ramdev, who is a dynamic character in the media also for his periodic sensational statements about the current happenings in the nation, which hit the headlines quite often. The research uses One-way Anova to handle the collected data form Hyderabad the results of which show positive indication about the acceptance of the brand.

Top

Keywords

Ayurveda, brand recall, Customer-Based-Brand-equity model (CBBE), mental Mapping, customer expectation.

Top