A STUDY ON THE MARKETING OF SIDDHA MEDICINES IN SELECT DISTRICT OF TAMILNADU
Thesis submitted to BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI in Partial fulfilment for the award of the degree of DOCTOR OF PHILOSOPHY IN COMMERCE
By
S. PALANIVEL (Reg.No. 7196/Ph.D/Commerce/PT/July2008)
Research supervisor
Dr. R. RAMU, M.Com., M.Phil., PGDCA., Ph.D. Formerly Associate Professor and Head, PG and Research Department of Commerce, Poompuhar College (Autonomous), Melaiyur – 609 107.
BHARATHIDASAN UNIVERSITY TIRUCHIRAPPALLI – 620 024. TAMILNADU INDIA
JUNE– 2013 Dr. R. RAMU, M.Com., M.Phil., PGDCA., Ph.D. Formerly Associate Professor and Head, PG & Researach Department of Commerce, Poompuhar College (Autonomous), Melaiyur – 609 107.
CERTIFICATE
This is to certify that the thesis entitled “A Study on the Marketing of
Siddha Medicines in Select District of Tamilnadu” Submitted to Bharathidasan
University, Tiruchirappalli in partial fulfillment of the requirements for the award of the degree of Doctor of Philosophy in Commerce is a record of original research work carried out by Mr. S. Palanivel, under my supervision and guidance and the dissertation has not formed the basis for any Degree/
Associateship / Fellowship or similar title to any candidate.
Signature of the Supervisor
S. PALANIVEL Ph.D. Research Scholar, PG & Research Department of Commerce, Poompuhar College (Autonomous) Melaiyur – 609 107.
DECLARATION
I hereby declare that the thesis entitled “A Study on the Marketing of
Siddha Medicines in Select District of Tamilnadu” submitted to Bharathidasan
University, Tiruchirappalli in partial fulfillment of the requirements for the award of the degree of Doctor of Philosophy in Commerce is a record of original research work done by me under the supervision and guidance of Dr. R.Ramu
M.Com., M.Phil., PGDCA., Ph.D. Formerly Associate Professor and Head,
PG & Research Department of Commerce, Poompuhar College (Autonomous),
Melaiyur, and that it has not formed the basis for the award of any, Degree/
Diplomo / Associateship / Fellowship of other similar title to any other candidate.
Place: Melaiyur Signature of the Candidate Date: (S. Palanivel)
ACKNOWLEDGEMENT
At the outset let me prostrate and express my heartful gratitude to my
Lord Almighty who motivated and stood by my side to accomplish this noble task.
I am deeply indebted to Dr. R. Ramu M.Com., M.Phil., PGDCA., Ph.D. my Research Supervisor whose masterly guidance, Critical comments, Valuable suggestions, advice and encouragement put me on the right track and helped me to complete this research work.
My sincere thanks are due to Dr. A. Panneer Selvam, M.Com., M.Phil.,
MBA., Ph.D., Principal and Prof. M.Anandan M.Com.,M.Phil., Head of the
Deparatment and other Faculty members of the department of Commerce of
Poompuhar College (Autonomous), Melaiyur.
I am grateful to Dr. R. Elangovan, M.Com., M.Phil., MBA., Ph.D.,
Professor of Commerce, (DDE), Annamlai University, for his association with
Doctoral committee and also for his valuable advice at different stage of the entire study.
I convey my heartfelt gratitude to all the respondents who provided me the nessessary data and all the marketing agents in Madurai district for their continuous supports and guidence to complete the thesis.
I extend my sincere thanks to my respectful friend, Professor
B. Ashokumar, M.A., M.Phil., B.Ed., for his execellent linguistic work done to bringout the thesis to present form and style. I extend my sincere thanks to Dr. K. Ilangovan, M.A., M.Phil., Ph.D.
Former Principal and Faculty members of ARCV College, Mayiladuthurai for their continuous support to complete this task.
It is my duty to thank Dr. J. Govindadoss M.A., M.Phil., Ph.D.,
Principal and the Faculty members of the department of commerce of
Government Arts College (Autonomous), Kumbakonam for the help extended by them during the period of my research work.
I extend my sincere thanks to Dr. S.P.Dhandayuthapani M.Com.,
M.Phil., MBA., Ph.D., Asst. Professor, Faculty of Management, AnnaUniversity,
Trichy for the timely help rendered by him.
I am grateful to my wife Mrs. P.Vimala BA., and my daughters
Ms. P. Keerthana and Ms. P. Krithika whose loving care and affection has shaped me to such an extend.
My sincere thanks are due to Mr. G.Navaneetha Kannan of M/s. Naveen
Printers, Mayiladuthurai for their neat typing and execution of the thesis.
(S. Palanivel)
CONTENTS
Page No.
Certificate i Declaration ii Acknowledgement iii List of Tables iv List of Figures v List of Charts vi Page Chapter Title No.
I Introduction and Design of the Study 1-23
II Review of literature 24-51
III Research Methodology 52-59
Production and Marketing Practices of Siddha IV 60-123 Medicine Consumers’ Opinion of Siddha Medicine – V 124-171 An Analysis
VI Discussion and Findings 172-182
VII Conclusion and Recommendations 183-185
Bibliography
Appendices
LIST OF TABLES
Table Title Page No. No.
4.1 Production of Siddha Medicine at Global level 75
4.2 Production of Siddha Medicine in India 78 Production performance of Siddha Medicine in 4.3 81 Tamilnadu Production performance of Siddha Medicine in 4.4 83 Madurai district Comparison of Production of Siddha Medicine at 4.5 85 Global and National level Comparison of Production of Siddha Medicine at State 4.6 87 and District level 4.7 Age wise classification of the respondents 91 Age wise classification of the respondents – Chi square 4.8 92 test results 4.9 Education wise classification of the respondents 93 Education wise classification of the respondents – 4.10 94 Chi square test results 4.11 Experience wise classification of the respondents 95 Experience wise classification of the respondents – 4.12 96 Chi square test results 4.13 Marital status wise classification of the respondents 97 Marital status wise classification of the respondents – 4.14 98 Chi square test results 4.15 Employment details of spouse 99
4.16 Nature of employment of spouse 100
4.17 Family size wise classification of the respondents 101 Family size wise classification of the respondents – 4.18 102 Chi square test results Nature of the family wise classification of the 4.19 103 respondents Nature of the family wise classification of the 4.20 104 respondents – Chi square test results Number of dependant’s wise classification of the 4.21 105 respondents Number of dependant’s wise classification of the 4.22 106 respondents – Chi square test results 4.23 Residential status wise classification of the respondents 107 Residential status wise classification of the respondents 4.24 108 – Chi square test results 4.25 Monthly income wise classification of the respondents 109 Monthly income wise classification of the respondents 4.26 110 – Chi square test results 4.27 Area of marketing 115
4.28 Amount spent for advertisement 119
4.29 Importance of physical evidence 121
4.30 Importance of physical evidence 122 Distribution of Sample Consumers According To Their 5.1 129 Level of Satisfaction 5.2 Demographic Characteristics of The Respondents 131 Sex and Level Of Satisfaction Towards the usage of 5.3 133 Siddha Medicine Age and Level of Satisfaction Towards the usage of 5.4 135 Siddha Medicine Education and Level of Satisfaction Towards the usage 5.5 138 of Siddha Medicane Occupation and Level of Satisfaction Towards the 5.6 140 Usage of Siddha Medicine Place of Residence and Level of Satisfaction Towards 5.7 142 the usage of Siddha Medicine Family size and level of Satisfaction To wards the 5.8 144 usage og Siddha Medicine Marital Status and Level of Satisfaction Towards the 5.9 146 usage of Siddha Medicine Monthly income and level of satisfaction Towards the 5.10 148 usage of Siddha Medicine 5.11 Source of awareness about Siddha Medicine 151
5.12 Duration of using Siddha Medicine 153
5.13 Usage of Siddha Medicine for a whole family 154
5.14 Preference of Siddha Medicine 155
5.15 Place of purchase of Siddha Medicine 157
5.16 Regular use of Siddha Medicine 159
5.17 Types of brand available in the market 161 Reasons for preferring particular brand of Siddha 5.18 163 Medicine Reasons for preferring particular brand of Siddha 5.19 165 Medicine – Garrett’s ranking technique 5.20 Time interval for buying Siddha Medicine 166 Factors influencing the buying decision of Siddha 5.21 168 Medicine 5.22 Regression model summary 169 Regression coefficient for estimation of 5.23 Factors influencing to prefer Siddha Medicine 170
LIST OF FIGURES
Figure Title Page No. No.
1.1 Pharmaceutical Systems Used by Indian People. 1
4.1 Grinding the Green leaf for preparing a Paste Format 66
4.2 Mixing Mercury and Sulphus 67
4.3 Preparation of Mercury for burning 68
4.4 Burning process 69
4.5 Pressing process 70
4.6 Collection of calcinated Mercury Bhasma 71
4.7 Channel Options Followed In Madurai District 117
LIST OF CHARTS
Diagram Title Page No. No. Distribution of Sample Consumers According To Their 5.1 130 Level of Satisfaction 5.2 Source of awareness about Siddha Medicine 152
5.3 Preference of Siddha Medicine 156
5.4 Place of purchase of Siddha Medicine 158
5.5 Regular use of Siddha Medicine 160
5.6 Types of brand available in the market 162 Reasons for preferring particular brand of Siddha 5.7 164 Medicine 5.8 Time interval for buying Siddha Medicine 167
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CHAPTER - I
INTRODUCTION AND DESIGN OF THE STUDY
1.1 INTRODUCTION
Pharmaceuticals are substances known as medicines, used in preventing and curing illness and disease. Usage of pharmaceutical is governed by underlying science of illness and disease. Ancient civilization allowed India to develop various kinds of medical and pharmaceutical systems. As the scientists fear over the environmental pollution and great disaster due to it, people become physically and mentally weak and are subjected to many new types of diseases. Hence, this industry is growing at a faster pace throughout the world and India too. There are two kinds of pharmaceutical products in India, one is Allopathic system of medicines and another one is traditional Indian system of medicines.
India has a long history of traditional medicine that is well established and integrated within the overall medical structure of the country. In addition acceptance of traditional medicines in development world is sharply increasing. In
India, there are one allopathy and five types of traditional medical systems namely
Siddha, Ayurvedic, Unnani, Homeopathy and Naturopathy are used by the people.
Figure 1.1 PHARMACEUTICAL SYSTEMS USED BY INDIAN PEOPLE Medical Science
Allopathy Ayurveda Siddha Unani Homeopathy Naturopathy
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1.2 PHARMACEUTICAL SYSTEMS USED BY INDIAN PEOPLE 1.2.1 Allopathy
Allopathy is known as the modern medicine and world over the pharmaceutical industry is focused upon it.
1.2.2 Ayurveda
Ayurveda, which means "Science of Life," is a holistic medical system that emphasizes prevention and maintenance of health through creating balance of body, mind and spirit; self-awareness and self-care; and building harmony in relationships with others and the universe. Developed around 5,000 BC, many practices were passed on by word of mouth before the advent of written texts.
The Caraka Samhita and Sushruta Samhita, which are the primary texts on
Ayurvedic medicine, describe eight branches of Ayurvedic medicine: internal medicine, surgery, treatment of head and neck disease, toxicology, psychiatry, sexual vitality, rejuvenation and care of the elderly, and gynecology, obstetrics and pediatrics.
Ayurvedic theory is based on three doshas (constitutional types), and diagnosis and treatment focus more on the individual's constitution (prakriti) than on the disease. Illness and other disorders are treated with combinations of herbs, oils, foods, yoga and lifestyle changes tailored to each person's constitution and designed to reduce symptoms, eliminate impurities, increase resistance to disease, and promote well-being. Ayurveda is the most frequently used system in India.
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1.2.3 Siddha
The Siddha system is one of the oldest Indian systems of medicine. Siddha means “achievement”. Siddhas are saintly figures who achieved healing through the practice of yoga. The Siddha system does not look merely at a disease but takes into account a patient’s age, sex, race, habits, environment, diet, physiological constitution and so forth. Siddha medicines have been effective in curing some diseases, and further work is needed to truly understand why this system works.
Mineral or metallic drugs are administered in very small quantities, and they are added to adjuvants (such as honey, ghee, milk, betel leaf juice and hot water), which are believed to modify the potency, toxicity and efficacy of the drugs. Astrology and incantation are also an integral part of Siddha therapy. Use of Siddha medicine is most prevalent in Tamil Nadu, the southernmost state in
India.
1.2.4 Unani
The Unani system of medicine originated in Greece, was enriched by
Arabic experts, and arrived in India during the medieval period. Unani theory is based on the tenet that balance among humors (blood, phlegm, yellow bile and black bile) is required for maintenance of health. Disease prevention and health promotion are achieved through emphasis on the "6 Essentials": pure air, food and water, physical movements and rest, psychic movement and rest, sleep and wakefulness, and retention of useful materials and evacuation of waste materials from the body. Unani treatments include medicines of herbal, animal, marine and mineral origin, as well as pharmacotherapy, diet therapy, and surgery.
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1.2.5 Homeopathy
Homoeopathy is a branch of therapeutics that treats the patient on the principle of “SIMILIA SIMILIBUS CURENTUR” which simply means “Let likes be cured by likes”. Homeopathy seeks to stimulate the body's defense mechanisms and processes so as to prevent or treat illness. Treatment involves giving very small doses of substances called remedies that, according to homeopathy, would produce the same or similar symptoms of illness in healthy people if they were given in larger doses. Treatment in homeopathy is individualized (tailored to each person).
Homeopathic practitioners select remedies according to a total picture of the patient, including not only symptoms but lifestyle, emotional and mental states and other factors.
Homeopathy flourished in Germany in the seventeenth and eighteenth centuries. In India, it is one of the commonly used methods to treat diseases.
Physicians in the time of Hippocrates (400 BC) first observed that some substances produce symptoms of conditions that they were then used to treat.
On the basis of this finding, a homeopathic medicinal agent, which can produce artificial symptoms in healthy human beings, can cure a similar set of symptoms of natural diseases. It normally uses a single medicine, and the dosage is minimal - just enough to cure the disease.
1.2.6 Yoga and Naturopathy
Yoga and Naturopathy are ways of life. In naturopathy one applies simple laws of nature. It advocates proper attention to eating and living habits. It also involves hydrotherapy, mud packs, baths, massage and so forth. Yoga consists of
5 eight components: restraint, observance of austerity, physical postures, breathing exercises, restraining of the sense organs, contemplation, meditation and Samadhi.
Increasing interest exists in revisiting these ancient drug systems.
The Department of Indian Systems of Medicines and Homeopathy was established in 1995 as a separate department in the Ministry of Health and Family
Welfare. One of the organization’s goals is to prepare standards for ayurvedic, unani, sidhha, and homeopathy drugs. Good manufacturing practices for ayurvedic drugs are at the final stage. The department is actively
Pursuing a proposal to establish a medicinal-plant board to enhance the availability of quality raw materials, prepare a database of medicinal plants, and collect information from ancient texts.
In India, many traditional and codified systems of medicines are being practiced; many of such systems of medicine have not properly been documented.
A great deal of folk knowledge exists among ethnic people about the traditional use of herbal medicines. However, such systems of medicine were in the grip of prejudice during the period of colonial rule in India. Many of the indigenous system of medicine got vanished during the rule without leaving any trace; many more are restricted to the rural places. Since, most practitioners formulate and dispense their own recipes and made significant contributions towards fulfilling the health care needs, it is difficult to quantify the market size of the traditional medicine.
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1.3 SIDDHA MEDICINE
The word Siddha comes from the word Siddhi which means an object to be attained perfection or heavenly bliss. Siddha focused to “Astamahasiddhi" “that is the eight supernatural powers. Those who attained or achieved the above said powers are known as Siddhars. There were 18 important Siddhars in olden days and they developed this system of medicine. Hence, it is called Siddha Medicine. The
Siddhars wrote their knowledge in palm leaf manuscripts, fragments of which were found in different parts of South India. It is believed that some families may possess more fragments, but keep them solely for their own use. There is a huge collection of
Siddha Manuscripts kept by Traditional Siddha Families.
According to the experts, there were 18 principal Siddhars. Of these 18,
Agasthya is believed to be the father of siddha medicine. Siddhars were of the concept that a healthy soul can only be developed through a healthy body. So, they developed methods and medication that are believed to strengthen their physical body and thereby their souls. Men and women who dedicated their lives into developing the system were called Siddhars. They practiced intense yogic practices, including years of periodic fasting and meditation, and were believed to have achieved super natural powers and gained the supreme wisdom and overall immortality. Through this spiritually attained supreme knowledge, they wrote scriptures on all aspects of life, from arts to science and truth of life to miracle cure for diseases.
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From the manuscripts, the siddha system of medicine developed into a part of Indian medical science. Today, there are recognized siddha medical colleges, run under the government universities, where siddha medicine is taught.
2.2 ORIGIN OF SIDDHA MEDICINE IN TAMILNADU
Research into Siddha medicine in Tamilnadu has revealed certain problems which must be overcome in order to properly understand this medical system and its history. The central problem lies with the reliability of the secondary sources, which are written primarily by Tamil Siddha doctors. Very little scholarship on the subject has been carried out by western students and scholars of India and Indian medicine.
Due to the increased awareness of Tamil’s uniqueness over the past decades, a strong nationalist movement has grown up in Tamilnadu. Tamilians (Tamil people) consider their cultural and linguistic heritage to be older and more important than the
Indo-Aryans to the north; some even claim their ancestors were the first civilized humans on the planet. The fire of this controversy has recently been kindled by a debate centering on the still-to-be-deciphered script of the so-called Indus Valley
Civilization.
This ancient urban culture, which extended along the Indus River and its tributaries in what is now Pakistan, resembled the great civilizations of ancient Egypt and Mesopotamia in size, development and age. One side of the debate maintains that the script represents a language probably of Dravidian origin, while the other side claims that it does not represent a language at all. Tamilians, whose language is
Dravidian, are anxiously following the debate, for if the former side prevails, it would confirm their antiquity on the Indian subcontinent. The lens through which
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Tamilians look at their own history will always distort the image in favour of Tamil superiority and antiquity.
Founder of siddha medicine:
The following 18 Siddhars are the founders of Siddha Medicine in
Tamilnadu. Siddhars were spiritual adepts who possessed the ashta siddhis, or the eight supernatural powers. Sage Agathiyar is considered the guru of all Siddhars.
Name of the Siddhars 1. Akathiyar 2. Thirumoolar 3. Bogar 4. Konganar 5. Therayar 6. Korakkar 7. Karuvurar 8. Edaikkadar 9. Chattamuni 10. Sundaranandar 11. Ramadevar 12. Pambatti Siddhar 13. Macha Muni 14. Kudhambai Siddhar 15. Azhuganni Siddhar 16. Agappai Siddhar 17. Nandeeswarar 18. Kakapusandar
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18 SIDDHARS PHOTOS
AGATHIYAR THIRUMOOLAR
BOGAR KONGANAR
10
THERAIYAR KORAKKAR
KARUVURAR EDAIKKADAR
11
SATTAINATHAR SUNDARANANDHAR
RAMADEVAR PAMPATTI SIDDHAR
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MACHAMUNI KUDAMBAI SIDDHAR
AZHAGUNNAR AGAPPAI SIDDHAR
13
NANDEESWARAR KAKAPUSANDAR
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1.4 STATEMENT OF THE PROBLEM
Pharmaceutical products have become as profitable as any other consumable items all over the world. The modern medicine of allopathy having numerous industries in India and Abroad. Generally, the peoples are likes to taken a treatment for their diseases only through allopathy because of to get the immediate result from the medicine. The allopathy only gives the relief to the patient immediately. But it is having side effect to the human body. The Siddha medicine is entirely varied from the modern medicine of Alopathy. Siddha is the most ancient system of medicines in the world of Indian origin. It is a natural medicine and has natural remedies for any ailments. The curing of ailments is slow but remedy is permanent without having any side effect clinical reactions. Because every Siddha medicine is a combination of different kind of herbs, plants, minerals, metals, salts and organic substances. The unique nature of the system is continuous service to humanity for more than five thousand years in combating diseases and maintaining physical, mental and moral health.
Marketing is a powerful weapon to maximize profit through consumer satisfaction. The marketing of siddha products is entirely different from other pharmaceutical product. Most of the siddha products are manufactured by the traditional peoples of herbal cultivators in the rural area. In Tamilnadu most of the siddha industrial unitis are situated in around Madurai and Chennai district out of which Madurai Dist. having largest manufacturing units in the Siddha products.
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In this concern, the researcher has selected this area for this study. In this study, the researcher wants to know the answers of the following questions.
1. What are marketing practices followed by the manufacturers of Siddha
product in Madurai district?
2. What are the opinions of the consumers’ towards the satisfaction of
siddha product in the study area?
1.5 OBJECTIVES OF THE STUDY
The objectives of the study are as follows:
1. To study the origin of Siddha medicine in India and Tamil Nadu.
2. To study the production performance and marketing practices of Siddha medicine in Madurai district in Tamilnadu.
3. To analyse the consumers’ opinion towards Siddha medicine in Madurai district in Tamil Nadu.
4. To given suggestions on the basis of findings of the study.
HYPOTHESIS
The following hypothesis are formulated keeping the content and coverage of the framed objectives. The formulated hypothesis are tested by employing appropriate statistical tools. The following hypothesis are framed related to secondary data of this study.
The null hypothesis framed, that there is no significant difference
between the production of siddha medicine at global level and national
level.
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The null hypothesis framed, that there is no significant difference
between the production of siddha medicine at state level and district
level.
The null hypothesis framed, that there is no significant relationship
among the respondents regarding age wise classification.
The null hypothesis framed, that there is no significant relationship
among the respondents regarding education wise classification.
The null hypothesis framed, that there is no significant relationship
among the respondents regarding experience wise classification.
The null hypothesis framed, that there is no significant relationship
among the respondents regarding marital status wise classification.
The null hypothesis framed, that there is no significant relationship
among the respondents regarding family size status wise classification.
The null hypothesis framed, that there is no significant relationship
among the respondents regarding nature of the family wise classification.
The null hypothesis framed, that there no significant relationship among
the respondents regarding number of dependant’s wise classification.
The null hypothesis framed, that there is no significant relationship
among the respondents regarding residential status wise classification.
The null hypothesis framed, that there is no significant relationship
among the respondents regarding monthly income wise classification.
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HYPOTHESIS RELATING TO CONSUMERS’ OPINION
The following hypothesis are framed for the Consumers’ Opinion Regarding
Siddha Product
The null hypothesis is formulated h0: there exists no significant
relationship between sex and level of satisfaction towards the usage of
siddha medicine.
The null hypothesis is formulated, that there is no significant relationship
between age and level of satisfaction towards the usage of siddha
medicine.
The null hypothesis is formulated, that there is no significant relationship
between education and level of satisfaction towards the usage of siddha
medicine.
The null hypothesis is formulated, that there is no significant relationship
between occupation and level of satisfaction towards the usage of siddha
medicine.
The null hypothesis is formulated, that there is no significant relationship
between place of residence and level of satisfaction towards the usage of
siddha medicine.
The null hypothesis is formulated, that there is no significant relationship
between family size and level of satisfaction towards the usage of siddha
medicine.
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The null hypothesis is formulated, that there is no significant relationship
between marital status and level of satisfaction towards the usage of
siddha medicine.
The null hypothesis is formulated, that there is no significant relationship
between the monthly income of the respondents and their level of
satisfaction towards the usage of siddha medicine.
1.7 METHODOLOGY
1.7.1 Data Collection
The primary and secondary data has been collected for this study. The researcher has prepared two interview schedules for his study. One interview schedule have been used for the purpose of collecting information from the marketing agents of siddha medicine towards marketing practices of Siddha product in Madurai district and another interview schedule have been utilized to know the consumers’ opinion of the Siddha medicine in Madurai district. The secondary data have also been collected from various books, journals, research abstracts, seminar papers, manuals and net browsing and they are used at appropriate places of the research study.
After completing the data collection, a thorough check was made. The whole questionnaire was processed for coding the data in a computer. Then, the cross tables were prepared by using SPSS package. Moreover, after consulting the research experts, appropriate tools were framed to get good results.
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1.7.2 Sampling
The researcher has collected the primary data at simple random sampling method. The researcher contacts 500 respondents towards to know about the opinion of Siddha medicine and 84 marketing agents at Madurai district.
1.7.3 Area of the Study
The area of the study is Madurai district. Madurai district is one of the largest districts among the 32 districts of the State of Tamil Nadu in southeastern India.
Madurai district is located in the Southern area of Tamil Nadu.
The city of Madurai serves as the district headquarters. It houses the world famous Sri Meenakshi Sundareshwarar temple and is situated on the banks of river
Vaigai. Thiruparankundram is one of the major tourist places in the district. Kazimar
Periya Pallivasal and Madurai Maqbara in Kazimar Street are the oldest and major
Islamic symbols in the city. Madurai is also known as "Athens of the East". The main kingdoms which ruled Madurai during various times are the Pandyas and the
Nayaks. Madurai is nicknamed "Thoonga Nagaram", roughly translated as, "city that never sleeps". Madurai is called as temple city.
1.8 FRAMEWORK OF ANALYSIS
In order to analyse the opinion of customers towards Siddha medicine, the data were analysed by using appropriate statistical techniques namely Percentages,
Mean, Standard deviation, Garrett’s Ranking and weighted ranking Factor analysis .
The percentage analysis was used throughout the thesis, whenever required.
The Garrett’s Ranking was used to find out the brand preference of the respondents
20 towards Siddha medicine. Factor analysis was used to test the customers’ opinion on the usage of Siddha medicine.
The production of Siddha medicine has been analyzed by using trend analysis, Compound Growth Rate and Kruskal’s Wallis test.
1.5 SIGNIFICANCE OF THE STUDY
The present study is confined to study the marketing practices of siddha medicine and analyse the opinion of the respondents towards the usage of Siddha product in Madurai district.
In Tamilnadu, most of the Siddha industrial units are situated in and around
Madurai and Chennai, In Chennai, one of the popular manufacturing unit in the co- operative sector namely “IMPCOPS” The Indian Medical Practitioners Co-operative
Pharmacy and Stores Ltd., is popular among siddha medicine consumer in
Tamilnadu. IMPCOPS is engaged in the manufacturing of nearly 700 varieties of centuries old, time proven traditional medicines in a reasonably modernized plant employing sophisticated techniques under expert supervision. In Madurai, Aravindh
Herbals is an institution which is well known all over Tamil Nadu and major parts of
India was established with a noble thought to manufacture traditional Herbal,
Siddha, Ayurvedic and Homeopathic medicines. The company was established in
1992; in a small area was manufacturing about 40 siddha medicines. The company has gradually developed to manufacture 140 siddha medicines by 1995 and changed its constitution in to a private limited company. In 1998, the company was expanded in a new expanded building of 10,000 square feet RC structure in nature based
21 location at 4th Kilometer from Rajapalayam town, very nearer to Western Ghats and
Sanjeevi Hills where plenty of more medicinal value herbals are available.
Hence, this manufacturing unit is purposively selected for analyzing marketing practices of siddha medicines in Madurai district.
LIMITATIONS OF THE STUDY
The study has certain limitation, they are;
1. Most of the Siddha products are manufactured by the unorganized sectors in
the rural areas in Madurai district. They are not properly registered in the
Siddha Medical Association. The actual data’s regarding total production
and sales performance of the products are not available. The data’s are
collected from the records of Siddha Medical Association. The registered
manufacturing units only give the data’s to that association.
2. The sample consists of distributors, retailers, medical practitioners and
consumers of siddha medicines in Madurai district only, which may limit
the generalsability of the results.
3. Health service marketing of siddha medicines are not taken into account
and the marketing of products alone is considered.
4. Marketing of medical plants is not considered.
5. Siddha system includes Alchemy, Philosophy, Yoga, Manthra and
Astrology. In the present study siddha medicines being a part of siddha
system alone is considered.
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6. Respondents’ opinion may change from time to time and the responses
are subject to variation depending upon the situation and attitude of the
respondents at the time of the survey.
7. The limited study is only available in this title of the dissertation.
1.9 CHAPTER SCHEME
The present study has been divided into seven chapters.
Chapter I – Introduction and Design of the Study
Chapter I deals with the introduction, evolution of Siddha medicine, statement of the problem, scope of the study, objectives of the study, methodology, area of the study, significance of the study, limitation and chapter scheme.
Chapter II – Review of Literature
Chapter II describes the review of literatures.
Chapter III – Research Methodology
Chapter III portrays the methods of data collection, sampling procedures, frame work of analysis and operational definitions.
Chapter IV – Production and Marketing Practices of Siddha Medicine
Chapter IV analyses the Production and Marketing practices of Siddha medicine.
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Chapter V – Consumers’ Opinion of Siddha Medicine – An Analysis
Chapter V analyses the consumer’s opinion of Siddha medicine in Madurai district.
Chapter VI- Discussion and Findings of the Study
Chapter VI summarizes the discussion and findings of the study
Chapter VII- Conclusion and Recommendations
Chapter VII describes the conclusion and recommendations for the improvement of the marketing of siddha products in Madurai district.
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CHAPTER - II REVIEW OF LITERATURE
Review of literature is an important aspect of any research. It helps to trace out the past trends in any particular branch of subject. Review of literature helps to identify the areas of research. Previous studies conducted and related to the present study have been reviewed in the following paragraphs.
1.6.1 Foreign Literature
Robert Pratt (1956)1 finds significant implications for the marketing strategy by investigating the relationships between purchasing intentions and buying behaviour. Longitudinal analysis of intentions data allows the marketer to understand the dynamics of market place activity.
Analyzing the growth of brand loyalty, Tucker. W.T. (1964)2 reported that there was growth of brand loyalty even in a setting where there was no prior consumer knowledge about any of the available brands.
Richard Cardozo (1965) 3 points out that when the purchase confirms the consumer’s expectations, reinforcement takes place. When expectations are not confirmed, however, cognitive inconsistency develops and the consumer will likely to reduce the dissonance by evaluating the product (or store) somewhat negatively.
Thus, where a product fails to measure up to the consumer’s expectations or
1 Robert W. Pratt, Jr., “Understanding the Decision Process for Consumer Durable Goods: An Example of the Application of Longitudinal Analysis”, In Peter D. Denett (ed.,) Marketing and Economic Development, (Chicago: American Marketing Association, 1956):244-260. 2 Tucker.W.T, “The Development of Brand Loyalty”, Journal of Marketing Research 1 (Aug.1964):32-35.
3 Richard, N. Cardozo, “An Experimental Study of Consumers Effort, Expectation, and Satisfaction”, Journal of Marketing Research (Aug.1965):244-249.
25 guidelines for evaluation, the result may be no initial sale, no repeat sale, or unfavorable word-of-mouth communication.
Norman R.F.Maier, (1965) 4 in his study on “consumer behavior of pharmaceutical products”. He opined that the prime task of the marketer, adopting marketing concept, is to identify and understand the prospective customers and their buying behaviour so that they could evolve an appropriate marketing strategy. But understanding the consumer behaviour is not an easy task because of the complexity involved. Behaviour is always the product of two things, the nature of the individual who behaves and the nature of the situation in which the individual finds himself.
Frank (1967) 5 has reviewed brand loyalty research and concluded that the pattern of results for brand loyalty as a basis for market segmentation in food products is not encouraging and the responses of loyal buyers were found to be significantly different from those of non-loyal buyers to new brands being tried.
Brody and Cunningham (1968) 6 have suggested in their study that the personality variables such as income, education, etc., should “better identify brand choice for groups exhibiting successively greater brand loyalty”.
James M.Carman (1970) 7 suggested a relationship between personal characteristics, the shopping process and loyalty. He introduced a new measure of
4 Norman R.F. Maier,” consumer behavior of pharmaceutical products” Psychology in Industry (New Delhi: The Oxford & IBH Publishing Co., New Delhi (1965) 22. 5 Frank, Ronald. A, “Is Brand Loyalty a useful Basis for Market Segmentation?” Journal of Advertising Research (June 1967) : 3. 6 Robert P., Brody and Scott M. Cunnigham, “Personality Variables and the Consumer Decision Process”, Journal of Marketing Research 5 (Feb. 1968):53. 7 James M., Carman, “Correlates of Brand Loyalty: Some Positive Results”, Journal of Marketing Research, (Feb. 1970):67-76.
26 brand loyalty and established that (a) a store loyal consumer will have higher brand loyalty scores, (b) a non-shopper will remain loyal to a very small number of brands rather than make careful choices between the values being offered by those stores
(c) personal characteristics of consumers will explain differences in store loyalty and
(d) loyalty is positively correlated with the extent to which the housewife socializes with her neighbours.
Bird et al., (1970) 8 has analysed the way in which brand attitudes and usage level vary together for different brands. They have also assessed the relation between attitude change and behavioural change with regard to the same group of people.
From the regression model developed, Aaker (1972) 9 has found that (i) the higher-volume user seemed to be more difficult to win over once he had been induced to try than the average user; (ii) buyers with a tendency toward brand loyalty are more likely to accept a new brand once they have tried and (iii) the influence of the deal and its size on brand acceptance was smaller than anticipated.
Analysing the brand choice, Charlton and Enrenberg (1976) 10 reported, how the effects of marketing action on the consumer can be investigated by use of small ad hoc consumer panels and door-to-door selling. The effects of price differentials, promotion, and advertising, out of stock condition, the introduction of a new product and certain weak forms of brand differentiation were examined by him. The main
8 Bird, M., C. Channon., and A.S.C. Enrenberg, “Brand Image and Brand Usage”, Journal of Marketing Research, (Aug.1970) 307-314. 9 David A., Aaker, “A Measure of Brand Acceptance”, Journal of Marketing Research, (May 1972) : 160-167. 10 Charlton and A.S.C. Enrenberg, “An Experiment in Brand Choice”, Journal of Marketing Research, (May 1976):152-160.
27 purpose of the experimentation was to increase the understanding of consumer dynamics.
Keon (1984) 11 in his study on the advertising images, brand images and consumer preferences has established that advertising effect occurred for existing brands. Although the new advertisement’s image affected the brand, the new advertisement became associated with the brand over time and the brand’s old image affected people’s perception of the new advertisement. According to him, the brand and a new advertisement’s image tended to move toward each other.
Woodside and Wilson (1985) 12 have analyzed how the consumer awareness of specific brands and advertising of brands affected consumer franchise of competing brands, purchase intentions and purchase behaviour. They have tested whether top-of-the mind-awareness levels of competing brand advertising relate to brand preference and reported for seven brands in three product categories, the empirical results confirming strong, positive relationships among unaided brand awareness, Top of the Mind Awareness Advertising (TOMAAD) and brand preference.
Paul Hagstad et al. (1987) 13 identified that in high-risk purchases no social class pattern existed for information search using friends, relatives, magazines, newspapers, TV/Radio and sales people. However, upper classes are more likely than lower classes to consult consumer guides. In midlevel-risk purchases friends &
11 John W. Keon, “Copy Testing Ads for Imaginary Products”, Journal of Advertising Research 23.6, (Dec. 1983/Jan.1984):41-48. 12 Arch G. Woodside and Elizabeth J. Wilson, “Effects of Consumer Awareness of Brand Advertising on Preference,” Journal of Advertising Research 25.4 (Aug./Sept. 1985): 41-48. 13 Paul Hugstad, James W. Taylor, and Grady D. Burce, “The Effects of Social Class and Perceived Risk on Consumer Information Search”, The Journal of Consumer Marketing 4 (Spring 1987):41-46.
28 relatives are more likely to be used as information sources as social class decreases.
In low-risk purchases there were no significant relationships between social class and information searching.
Ronald E., Goldsmith, et al., (1987) 14 held the view that actually, women were found to be more fashionable innovative than men, suggesting the sex, income, education. Socio-economic status may be relatively more important than race in shaping fashion attitudes and behaviour.
Sandhya Wakdikar, (2004)15, highlighted that globally, there has been an unparalleled growth in the plant-derived medicinally useful formulations, drugs and health-care products, its market covering more than 60% products derived from plant origin. India exhibits remarkable outlook in modern medicines that are based on natural products besides traditional system of Indian medicines. Almost,
70% modern medicines in India are derived from natural products. Medicinal plants play a central role not only as traditional medicines but also as trade commodities, meeting the demand of distant markets. Ironically, India has a very small share (1.6%) of this ever-growing global market. To compete with the growing market, there is urgency to expeditiously utilize and scientifically validate more medicinally useful plants while conserving these species, which seems a difficult task ahead. This study begins with an overview of the value of
Medicinal and Aromatic Plants and discusses its usefulness in the traditional medicines. Then it briefly assesses the potential of medicinally useful plants and
14 Ronald E., Goldsmith, Melwin, T. Stith, and Dennist White, “Race and Sex Differences in Self identified Innovativeness and Opinion Leadership”, Journal of Retailing, (Winter 1987):411-425. 15 Sandhya Wakdikar, Global health care challenge: Indian experiences and new prescriptions, Electronic Journal of Biotechnology, Vol. 7, No3, Issue 3,2004.
29 prospects of modern medicines and health care products derived from plant origin and based on the knowledge of alternative system of medicine in India. It thereafter concisely touches upon India’s varied biodiversity, comparative
Research and Development strength, strong pharmaceutical manufacturing base and traditional wisdom in medicines to improve its market potential. In the conclusion, there are major recommendations to help India evolve as a major drugs and herbal based health care products leader in the world market.
Maarten Bode (2006) 16 pointed out that although for over a century
Ayurvedic and Unani manufacturers have played a crucial role in the modernization of Indian medicine and influenced the way Indians look upon their medical traditions, this fact has been largely ignored by social scientists and historians working on Indian medicine. By looking through the lens of the industry and focusing on medicines, this study questions the notion that traditional medicine is largely beyond commerce and is highly sensitive to patients as individual subjects. The study asks how the logic of the market has shaped, constrained and transformed two Indian medical traditions: Ayurvedic and Unani
Tibb. What kind of indigenous medicines dominate the Indian market? To whom are these marketed and what are the images used by the industry to promote their products? How do large manufacturers construct the ‘Indianness’ of their commodities? Based on ethnographic research among large Ayurvedic and Unani manufacturers in India during the period 1996–2002, data for this study was generated from open-ended interviews, conversations, observations, and company publications such as popular and semi-popular periodicals. Promotional materials
16 Maarten Bode, “Taking Traditional Knowledge to the Market: The Commoditization of Indian Medicine” Anthropology Medicine (2006), vol.: 13, Issue: 3,pp : 225-236
30 and research reports were also used, as well as popular writings on Indian medicine such as articles in general newspapers and magazines. The study concludes with a discussion of the effects of commoditization of Ayurvedic and
Unani medicines for clinical practice and the consequences of this development for the poorer sections of Indian society. The study highlights Indian medicine as a commercial activity.
Franz-Rudolf Esch (2006)17 , the purpose of his study is to develop a comprehensive model that combines brand knowledge and brand relationship perspectives on brands and shows how knowledge and relationships affect current and future purchases. The study uses structural equation modeling to test the significance of the overall model and the specified paths. It is found that current purchases are affected by brand image mostly directly and by brand awareness mostly indirectly. In contrast, future purchases are not affected by either dimension of brand knowledge directly; rather, brand knowledge affects future purchases via a brand relationship path that includes brand satisfaction, brand trust, and attachment to the brand. Thus, brand knowledge alone is not sufficient for building strong brands in the long term; brand relationship factors must be considered as well. The present study did not examine feedback effects and included consumer categories only and no individual-differences variables. The researcher recommended that future research examine feedback effects and include additional consumer categories, B2B categories and individual-differences variables such as variety seeking and innovativeness.
17 Franz-Rudolf Esch, "Are brands forever? How brand knowledge and relationships affect current and future purchases", Journal of Product & Brand Management, Vol. 15 Iss: 2, pp.98 – 105, (2006).
31
Julian Ming-Sung Cheng, et.al., (2007) 18 their research attempts to investigate the differences of consumer perceptions on product quality, price, brand leadership and brand personality among national brands, international private labels and local private labels. It aims to use product categories as the moderator of the preceding perceptions. Data were collected outside the entrances of the main rail station of Taipei, Taiwan. A systematic sampling was adopted and
254 questionnaires were eventually collected. The findings revealed that on the whole national brands were perceived as significantly superior to international private labels, while international private labels were perceived as being superior to local private labels in terms of all perceptions except price perception. The findings also revealed that product categories moderated price and brand personality perceptions across the three brand types, while product categories failed to moderate the effect of the three brands types on quality and brand leadership perceptions.
Sylvie Laforet (2007) 19 , his study aims to examine consumer fit perception, risks and brand trust in retail brand extension in financial services. A total of 324 respondents living in Sheffield, UK were involved in the survey. The survey was conducted on three major British supermarkets. Mean scores for each supermarket were compared between four groups of respondents: store loyal vs non-loyal, user’s vs non-users of the store's financial services, aware vs non-aware and intend-to-buy vs no-intention-to-buy groups on fit, risks, trust dimensions. A
18 Julian Ming-Sung Cheng "Do consumers perceive differences among national brands, international private labels and local private labels? The case of Taiwan", Journal of Product & Brand Management, Vol. 16 Iss: 6, pp.368 – 376, (2007) 19 Sylvie Laforet,"British grocers' brand extension in financial services", Journal of Product & Brand Management, Vol.16 Iss: 2,pp.82 – 97, (2007)
32 factor analysis was performed on the dimensions' items. Discriminant analysis was used to determine the dimension(s) distinguishing the retailers. The study found that retailers A and B were perceived as trusted brands with respect to financial services. Retailer A was perceived as a trusted brand regardless of the product category. Retailer B was seen as a trusted brand when product performance and financial risks were low. In contrast, retailer C was perceived unfit and risky by the non-users and no-intention-to-buy groups. Age, gender, income influenced fit, risks and trust perception. Existing customers, including those aware and intending to buy the store's financial services, tended to trust the store; whereas those new to the store and its products perceived no fit and lacked confidence in the store's expertise in their brand extensions.
Isabe Buil (2008) 20 , his study seeks to investigate the measurement invariance of the consumer-based brand equity scale across two samples of UK and Spanish consumers. Brand equity was conceptualised as a multi-dimensional concept consisting of brand awareness, perceived quality, brand associations and brand loyalty. To test the brand equity scale cross-nationally a survey was undertaken in the UK and Spain. Measurement invariance was assessed using multi-group confirmatory factor analysis. The brand equity scale was invariant across the two countries. Results show that the consumer-based brand equity scale has similar dimensionality and factor structure across countries. In addition, consumers respond to the items of brand equity in the same way, which allows meaningful comparison of scores.
20 Isabe Buil, A cross-national validation of the consumer-based brand equity scale", Journal of Product & Brand Management, Vol. 17 Iss: 6, pp.384 – 392, (2008)
33
Yann Truong, et.al. (2010)21 their study seeks to test the effects of intrinsic and extrinsic aspirations on luxury brand preference. The objective is to help luxury marketers better understand and anticipate the psychological needs of their customers. Based on a thorough review of the literature, a series of hypothesis are derived and tested using confirmatory factor analysis and structural equation modeling. The final sample consists of a total of 615 participants. The main findings show that aspirations can affect luxury brand preference depending on the type of aspirations: positive for extrinsic aspirations and negative for intrinsic ones. The findings also suggest that intrinsic aspirations play a more substantial role in luxury consumer behavior than had been previously thought.
Darlington Onojaefe and Andy Bytheway, (2010)22 their paper examines perceptions of branding in the South Africa petroleum retail industry based on the views of senior representatives of the retailers, regulators and industry associations.
It finds that the contribution of South African petroleum retailers to black economic empowerment is variable, and that a new paradigm is needed to assure future patronage by newly empowered consumers.
21 Yann Truong, "Uncovering the relationships between aspirations and luxury brand preference", Journal of Product & Brand Management, Vol. 19 Iss: 5, pp.346 – 355, (2010) 22 Darlington Onojaefe and Andy Bytheway, Brand management in a transforming economy: An examination of the South African petroleum industry African Journal of Marketing Management Vol. 2(1) pp. 001-009, January, 2010.
34
1.6.2 Indian literature
Sunil Gupta (1988) 23 identified in his study that more than 84 per cent of the sales increased due to price and brand switching, while purchase acceleration in time accounted for less than 14 percent and stockpiling for less than 2 percent.
Rao and Sabavala (1989) 24 suggest that too much promotion and price discounting may adversely affect brand choice behaviour. Though price promotion makes the brand more attractive and increases consumer response, a consumer exposed to frequent price promotion may become accustomed to finding the brand available on promotion at a discounted price.
Sankar (1989) 25 pointed out that to maintain competitive efficiency the hospitals to have maintained not only professional efficiency but also operational efficiency by providing their services at optimal cost.
Etube, Peter Ntongwe (1990) 26 found that the vast majority of the respondents (96%) wanted the involvement of Cameroon government with respect to traditional medicine, be it in a regulatory or supportive role. The rest of the respondents (4%) wanted the Cameroon government to leave traditional medicine along. Suggestions are made that may facilitate the accumulation of knowledge on traditional medicine and the improvement of its practice within the context of overall health care delivery in Cameroon.
23 Sunil Gupta, “Impact of Sales Promotion on When and What and How much to Buy”, Journal of Marketing Research, (Nov.1988):342-355. 24 Rao and Sabavala, “Reference Effects of Price and Promotion on Brand Choice Behaviour”, Journal of Marketing Research, (Aug.1989):229-309. 25 Sankar H., “Analysis of hospital costs and service charges of privilege hospitals in Madras City”, Ph.D., Dissertation abstract, Annamalai University, (1989):16. 26 Etude, Peter Ntongwe, “The role of traditional medicine: The educated Cameroonian’s perspective”, Ph.D., Dissertation Abstract, Saint Louis University (0193), DAI-A 50/08, (Feb.1990):2549.
35
Bhargava, Nina Aruna, (1992) 27 has analyzed the impact of the World
Health Organization’s new policies and the Indian Government’s official recognition of Ayurveda. The study concluded that the status of a medical system is greatly influenced by the political, economic, social and psychological factors prevalent in the country. The study concludes that traditional medical system has been greatly influenced by the political, economical, social and psychological factors prevalent in
India.
Bernstein’s study (1992) 28 deals with traditional medicine in Taman society, concentrating on medical knowledge and its use, distribution and industrialization.
Fallsberg and margarita (1993) 29 have expressed the intentions behind the medication behaviour and reported the actual medication behaviour. The results in this section revealed that all non-complaint medication behaviour is proceed by a set of decisions taken by patients in order to minimize side effects.
Forgac, Zuzana Marie (1995) 30 stated that due to increased discussion on incorporating traditional medical system with biomedical system to provide culturally appropriate care, a closer look at the actual methods of combination is needed.
27 Bhargava, Nina Aruna, “The Impact of Colonialism on Ayurvedic Medicine in India”, Ph.D., Dissertation Abstract, and Rutgers the State University of New Jersey – New Brunswick (0190), DAI-A 52/07, (Jan.1992):2691. 28 Bernstein, Jay Hillel, “Taman ethno medicine: The Social Organization of Sickness and medical knowledge in the upper kapuas (Indonesia, Shamanism)”, Ph.D., Dissertation Abstract, University of California, Berkeley (0028), DAI- A 53/05, (Nov.1992):1568. 29 Fallsberg, Margareta, “Reflections on medicines and medication: A qualitative analysis among people on long-term drug regimens Compliance”, Universities I Linkoping (Sweden) (0720), DAI-A 54/01, (Jul.1993):96. 30 Forgac, Zuzana Marie, “Methods of Combining Biomedicine with Traditional Medicine: The Chines Example”, Ph.D., Dissertation Abstract, University of Alberta (Canada) (0351), MAI 33/04, (Aug.1995):1104.
36
Nakuma, Sidonia (1995) 31 has studied the role of the traditional medical system in national development on the basis of field data in Ghana. Respondents were asked to provide various types of information about their interaction with the traditional practitioners. The findings show that many Ghanaians consider traditional medicine as a valuable component of the health care delivery system complementing the modern scientific medicine. Further this study indicates ways in which greater co-operation can be achieved between the traditional and modern systems.
Sinha, Vineeta, (1996) 32 focuses on the complex and multi-dimensional healing scene in Singapore. In legal discussions, Western medicine and traditional medicine are viewed as separate and distinct. The health care options identified by
Singaporeans are labeled Western medicine, Chinese medicine, Indian medicine,
Malay medicine, alternative medicine and home treatment. All of these are utilized simultaneously, and often without any confusion.
Hausaman, Gary (1996) 33 made a study on sociology of knowledge of
Siddha medicine, the classical, indigenous medical system of Tamilnadu (India). It demonstrated that much contemporary ‘traditional’ Siddha medical practice can be understood as a response to years of government policy establishing educational restrictions and privileges for hereditary and traditional medical practitioners.
31 Nakuma, Sidonia, “Perceptions of the Role of the Traditional Medical System in National Development : The Case of Ghana, “Saint Mary’s University (Canada) (1104), MAI 33/05, (Oct.1995):1432. 32 Sinha Vineeta, “Theorizing the Complex Singapore Health Scene: Reconceptualizing, Medical Pluralism”, Ph.D., Dissertation Abstract, The Johns Hopkins University (90098), DAI-A 57/01, (Jul.1996):303. 33 Hausman, Gary J. “Siddhars, Alchemy and the Abyss of Tradition: “Traditional” Tamil Medical Knowledge in ‘Modern’ Practice (India)”, Ph.D., Dissertation Abstract, The University of Michigan (0127), DAI-A 57/04, (Oct.1996):1709.
37
The laboratory of the Council of Scientific and Industrial Research (CSIR),
(1996) 34 reports that the renewed interests in traditional Indian medicine to discover novel medicinal attributes of plants and herbs is due to that production of drugs from these sources will be much cheaper than acquisition of standardized drugs from
Western sources.
Express Pharma Pulse (1998) 35 reports that the foundation for revitalization of Local Health Traditions and the Forest Department of Tamilnadu has undertaken a Medicinal Plant Conservation (MPCA) programme. A germplasm bank has been set up on 250 hectares of land at the evergreen forest in Point Calimere wildlife sanctuary to protect over 40 species of rare medical plants. Around 32 centers have been identified as MPCA in South India, of which 11 are located in Tamilnadu. The
MPCA programme aims to encourage community based health support system by reviving the old tradition of Indian medicine. A nursery for medicinal plants has also been developed at Point Calimere.
Express Pharma Plus,(1998) 36 the pharma copieal laboratory for Indian medicine training proposes to offer training on quality control, standardization and drug testing and analysis relating to the Indian system of medicine (ISM).
Financial express (1999) 37 pointed out Indian may lose its grip on the
Ayurvedic system of medicine due to the pressure firm USA to include Ayurveda in the Indian Patent Act. USA has approached the World Trade organization which, in
34 “CSIR initiates research on traditional medicine”, Business Standard. (Feb. 03, 1996):6. 35 “Germplasam Bank to Protect Rare Medicinal Plant (Germplasam Bank Set Up at Point Calimere Wildlife Sanctuary)’, Express Pharma Plus, (Aug.1998):11. 36 “Pharmacopoeal Lab to train industry, regulatory officials in Indian system of medicine”, Express Pharma Plus (Sep. 10, 1998):10. 37 “India may lose ayurvedic monopoly to US”, Financial Exprss. (March 11, 1999):22.
38 turn, has issued an ultimatum to the Government of Indian to include Ayurveda in the Act before April 19, 1999. If product patency is brought in, heeding to the demands of USA, India will lose its rights to almost all Ayurvedic combinations to the foreign companies as they would claim that India’s combinations had some elements of products patent by them. The demand would also raise the prices of
Ayurvedic products and make it unaffordable to the common man in India.
Venugopal Rao (1999) 38 has found that the brand identified product reveals the facets of its differences, functional value, pleasure value and symbolic value as a reflection of the buyer’s self image.
Krishnamoorthy (2001) 39 reports that 700 herbs have been documented in
Ayurvedic tests and about 2000 in the other systems of Indian medicine such as
Siddha and Naturopathy. Identification of the plants mentioned in the Ayurvedic/
Siddha texts is a major problem. Many plants are wrongly identified and used.
There is no standardization of drug preparations.
Uma Maheswari (2001) 40 reports that the people of India know about 8000 medicinal plant species. Higher plants have been used by making for treating diseases. The traditional system of medicine such as Ayurveda, Siddha, Unani,
Homeopathy and the folklore of various countries depend on higher plants for their medicinal preparations.
38 K.Venugopal Rao, “Nexus between Core Value of a Brand and Brand Extension”, Indian Economic Panorama 9.3 (Mar.1999):5-6. 39 Krishnamurthy, K.V. “Problems and Prospectus of Exploiting Medicinal Plants of Indigenous Medical Systems of India”, Research Paper Abstract, Seminar on Medicinal Plants Research and Its Current Status, Periyar University, Salem, (Oct.2001):13. 40 Uma Maheswari, P. “Medical Plants and Plant Products Usages”, Research Paper Abstract, Seminar on Medical Plant Research and Its Current Status, Periyar University, Salem, (Oct.2001):47.
39
Kanniyan (2001) 41 examines the role of herbal medicine and the traditional medicinal system in providing basic health care for the majority of the world’s population. Between 30 to 50 percent of the population in some of the developed countries, use herbals in some form as complementary medicine. Therefore, there is an increasing consumer demand for herbal medicine in developed countries.
Rajamani (2001) 42 states that in India, the traditional system of medicine, such as Ayurveda, Unani and Siddha have a share of 70 percent of the pharmaceutical market corresponding to the population of the country. It is estimated that 25,000 species are found under its natural habitat and 7000 plants are used in traditional medicines. The emerging field of herbal products industry holds a great potential to the economic development of the Indian region. The country had adequate knowledge on plant products and herbal extracts in relation to health care with its rich tradition prescribed in ancient literature.
Ameerjahan (2001) 43 notices that India lacking in bio-technological expertise pharmacognoisic extraction of Medical Plants, industrialization of medical plants and making them a value added product.
Sarwade and Babasaheb Ambedkar (2002) 44 have identified that good quality and availability are the main factors which influenced the rural consumers of a particular brand of a products.
41 Kannaiyan, S. “Conservation and Utilization of Medicinal Plants”, Research Paper Abstract, National Seminar on Medicinal Plants, Bharathidasan University, Tiruchirappallai, (Oct.2001):17. 42 Rajamani, K. “Scope for Cultivation of High Value Medicinal Plants in Tamilnadu with Reference to Species Noticed by the National Meicinal Plants Boards”, Research Paper Abstract, Seminar on National Medicinal Plants, Bharathidasan University, Thiruchirappalli, (Oct. 2001):34. 43 Dr.A.Ammerjahan, “Medicinal plants marketing, industrialization and export”, Research paper abstract, Seminar on National medicinal plants, Bharathidasan University, Thiruchirappalli, (Oct. 2001):76.
40
Singh, K.N. (2002) 45 states that amla is used for correcting respiratory disorders, diabetes, ointments of heart and eye besides rheumatism and diariha.
Being an antioxidant it is antiageing. It is used as a hair tonic. In Ayurveda amla is an important ingredient. Many amla products are becoming popular day by day.
Nirmala Devi (2002) 46 has concluded in her study that brand awareness leads to preference and brand equity is the intrinsic value to the corporate.
Lakshmanan (2003) 47 examined the marketing of potential of phyto medicines. As herbal plants, intensive study on export potential of Ayurveda,
Siddha system of medicine, products and services are also imminent. Lack of documentation of medicine and their formulations has been detrimental to overseas marketing. Transparency in the quality, quite often herbals are declared as free from side effects. Far from it, side effects may be minimal but not totally free from it.
Rawat and Uniyal (2003) 48 state that India’s position in the global export market of medicinal plants related trade is less than 0.5%. The Chinese export based on plants including raw drugs and therapetics and other is estimated to be to the tune of Rs.18,000 – 22,000 crores. It is observed that USA, Germany, France,
Switzerland, UK and Japan shared 70-88 percent of the total export of crude drugs from India.
44 W.K.Sarwade and Babasaheb Ambedkar, “Emerging Dimensions of Buyers Behaviour in Rural Areas”, Indian Journal of Marketing 32.1-2; (Jan.2002):13-21. 45 Singh, K.N. “The Commercial Cultivation of Amla in Tamilnadu”, Research Paper Abstract, Seminar on National Conference on Medicinal Plants, their Utilization, Cultivation and Marketing, University Grants Commission, Salem, (June 2002):22. 46 S.Nirmala Devi, “Brand Management”, Indian Journal of Marketing, 11-12; (Nov.2002):10-13. 47 Lakshmanan, K.K. “Marketing Potentials of Phyto Medicines”, Kisan World, Vol. 30, No3, (March. 2003):55-56. 48 Rawat, R.B.S., and Uniyal, R.C. “National Medicinal Plants Board: Committed for Overall Development of the Sector”, Agrobios, Vol.1, No.8 (2003):12-17.
41
Swaminathan (2003) 49 points out those patients all over the world are reverting to traditional herbal medicines. This is mainly due to the fact that allopathic medicine has no permanent cure for many chronic and refractory diseases.
Billions of dollars are being spent by people for alternative medicine especially on herbal remedies in the Western world.
Bhushan Patwardhan, et.al (2005)50 they highlighted that the Ayurveda, traditional Indian medicine (TIM) and traditional Chinese medicine (TCM) remain the most ancient yet living traditions. There has been increased global interest in traditional medicine. Efforts to monitor and regulate herbal drugs and traditional medicine are underway. China has been successful in promoting its therapies with more research and science-based approach, while Ayurveda still needs more extensive scientific research and evidence base. This review gives an overview of basic principles and commonalities of TIM and TCM and discusses key determinants of success, which these great traditions need to address to compete in global markets.
Ravishankar, B. et.al (2007) 51 pointed out that medicinal plants based traditional systems of medicines are playing important role in providing health care to large section of population, especially in developing countries. Interest in them and utilization of herbal products produced based on them is increasing in developed countries also. To obtain optimum benefit and to understand the way
49 Swaminathan, G. “Indian Medicine and the Industries”, Proceedings of the International Conference on the Role of Indian Systems of Medicines and Homeopathy in the 21st Century, Department of Indian Medicine and Homeopathy, Chennai (2003):59-66. 50 Bhushan Patwardhan,, Ayurveda and Traditional Chinese Medicine: A Comparative Overview, Evid Based Complement Alternat Med. 2005 December; 2(4): 465–473. 51 Ravishankar, B. and Shukla, V.J, “Indian Systems of Medicine: A Brief Profile, African Journal of Traditional, Conplimentary and Alternative Medicines, Vol.4, No.3, 2007, pp. 319-337.
42 these systems function, it is necessary to have minimum basic level information on their different aspects. Indian systems of medicine are among the well known global traditional systems of medicine. In this study, an attempt has been made to provide general information pertaining to different aspects of these systems. This is being done to enable the readers to appreciate the importance of the conceptual basis of this system in evolving the material medica. The aspects covered include information about historical background, conceptual basis, different discipline studied in the systems, Research and Development aspects, Drug manufacturing aspects and impact of globalization on Ayurveda. In addition, basic information on Siddha and Unani systems has also been provided.
Unnikrishnan, R., et.al., (2007) 52 Concluded, Siddha medicine, a traditional healing practice native to South India, is currently positioned in an era of change. Siddha has been challenged to integrate foreign elements into it practice throughout its history. Today the force of globalization is acting to shape the practice, for better or for worse. Practitioners today are concerned as some aspects of Siddha are appropriated by the global market, notably drugs and medicals, while the holistic approaches are neglected. Though the future of Siddha is uncertain, it is likely the practice will soon be eradicated. Government colleges are training body of new practitioners, and Siddha is now on the WHO’s list of
Ethnomedicines. Today’s Siddha practitioners, however, are relying less on ancient texts and move on modern medical techniques. Two questions remain:
“How will this change affect the future of Siddha? And “How sustainable are these new practices?
52 Unnikrishnan, et.al., “Role of Traditional Medicine in Publith Health, Indian Journal of Marketing 22 (3-5): 15-20, 2007.
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Ramesh Kumar, S. (2007) 53 pointed out as India moves into modern retailing with several changes with regard to its markets, brands and consumers there are unique challenges that a multinational company entering India has to cope up with, whether it is a fast moving consumer goods (FMCG) company or a multinational retail chain like Tesco or Wal-Mart. There are unique retailing aspects that need to be studied in detail by these companies. While the world over the retail density (number of shops per 1000 consumers) is on the decline, the retail density in India is on the increase. This is because of the fact that small neighborhood shops called kirana shops about eleven million in India. They have been a part of the Indian shopping culture for several decades and even toady organized retailing (modern retail outlets) contribute just 2-3% of the total retail sale in the country. Point of Purchase (POP) materials are used both by kirana shops and by organized supermarket retail outlets. This study investigates the impact of POP materials on kirana shop purchases and the purchases of consumers from supermarkets. Given the importance of POP material on the purchase of FMCG purchases, the researcher feel that this study will be useful to bridge the gap between theory and practice and will provide valuable insights to managers involved in retailing.
Krishnan. A, et.al., (2008)54 in their study the pointed out that with the increasing usage of traditional medicines as complementary alternative therapy, possibilities that would ensure its successful integration into the public domain of health care services needs to be evaluated. India is one of the countries with rich
53 Ramesh Kumar, S. “The Role of Point of Purchase in Shopping Behavior in An Emerging Market-The Indian Context, Indian Retail Review, vol.1, No.2, 2007. 54 Krishnan. A, et.al., (2008), Consumer Behavior in Selection of Buying Source of Siddha Medicine in Tamilnadu, India,
44 traditional knowledge base. Its ethnic ethno-medical practices had paved way for the evolution of several indigenous systems of medicine. Siddha is one of the oldest systems of medicine in India. Siddha holds close association with nature and has been validated in the laboratory of life, even before the advent of formal modern western system of medicine. This study discussed the interrelations between usage of Sidhha as complementary alternative medicine and its implications on public health care related issues. The researchers explored the impact of age of respondents in the public domain as a criterion in relation to selection of buying source of Siddha medicine in Tamilnadu, India.
Madan Mohan Pandey, et.al (2008)55, they emphasized that the medicinal plants are important therapeutic aids for alleviating various ailments of humankind. In the recent past there has been a tremendous increase in the use of plant-based health products in developing as well as developed countries resulting in an exponential growth of herbal products globally. An upward trend has been observed in the research on herbals. Export–Import Bank reports reveal that the global trade of plant-derived and plant originated products is around US $60 billion. Herbal medicines have a strong traditional or conceptual base and the potential to be useful as drugs in terms of safety and effectiveness leads for treating different diseases. India, with its mega-biodiversity and knowledge-rich ancient traditional systems of medicine viz. Ayurveda, Siddha, Unani, Amchi and local health traditions, provides a strong base for the utilization of a large number of plants in general healthcare and alleviation of common ailments of the people.
A number of Indian medicinal plants are used as rejuvenators as well as for
55 Madan Mohan Pandey, et.al, Indian herbal drug for general healthcare: An overview, the internet journal of Alternative medicine, Vol.6, Issue 1, 2008.
45 treating various disease conditions. They may be tonics, antimalarials, antipyretics, aphrodisiacs, expectorants, hepatoprotectives, antirheumatics, diuretics etc. However, proper methodologies for the research and development are the need of the day for tapping the full therapeutic potentials of plants. In this study an endeavor has been made to present an overview of the Indian medicinal plants used for general healthcare. Since the different systems of medicine practised in India, viz, Ayurveda, Siddha, Unani, Amchi and local health traditions, utilize a large number of plants that are commonly used as tonics, antimalarials, antipyretics, aphrodisiacs, expectorants, hepatoprotectives, antirheumatics, diuretics etc, an attempt has also been made to enumerates some of these plants/ drugs used for the alleviation of some common ailments with special emphasis on Rasayana drugs.
Sujatha.V (2009), 56 pointed out the relation between experience and knowledge has been the subject of several debates in the sociology of knowledge, especially with regard to medical knowledge. The disease is experienced by the patient and the physician, who has the knowledge of disease, conducts the diagnoses and provides treatment. This poses two questions: Does the patient, who experiences the disease, have knowledge? Does the physician, who knows the disease and its cure, have recourse to experience? How does epistemology address the relation between the ontology of the patient the layman and the doctor the specialist? After a presentation of the problematic as it reveals itself in the analysis of biomedicine, the study proceeds, based on fieldwork with siddha
56 Sujatha.V (2009), The Patient as a Knower: Principle and Practice in Siddha Medicine, Economic & Political Weekly EPW april 18, 2009 vol xliv No. 16.
46 practitioners in Tamil Nadu, to examine the siddha medicine approach to these issues.
Bagyalakshmi, P. (2009)57 stated that socio-economic parameters have significant impact on consumer’s attitude towards the usage of traditional systems of medicine in Tamilnadu, India. Though traditional systems of medicine have made significant contributions towards fulfilling healthcare needs of the people in the past, impacts of modern medicine have been so large that traditional medicine witnessed a dark period in India. While such practices are common in the rural/remote areas, off late, change in the trend with respect to the usage of Siddha medicine as complementary alternative therapy among urban population has been observed. This study aims to evaluate the resurgence of interest in Siddha medicine among the people working in different sectors (occupation) in
Tamilnadu, India.
58 Marcus Abbott, et.al.(2009) their study aims to explore whether consumers' cognitive reactions to a branded product remain stable over time and to explore whether brands behave similarly. The study draws on research previously published into the changing nature of art, poetry, architecture and other artistic genres. Text from motoring press articles written contemporarily to the production of products of the brand, over the past 80 years, are analysed for constructs of affective content and the overall values expressed. The results provide evidence that the attributes of some branded products produce cognitive
57 Bagyalakshmi, P. “Current Trends in Usage of Traditional System of Medicine in Tamilnadu, India – From the Perspective of Occupation, Indian Journal of Marketing 32 (1-2) : 13-21. (2009) 58 Marcus Abbott, "Changing affective content in brand and product attributes", Journal of Product & Brand Management, Vol. 18 Iss: 1, pp.17 – 26, (2009)
47 conditions that cycle in a manner that is predictable, with change points corresponding to new product introductions.
Meena Devi, V.N. et.al., (2010)59, in their study, they concluded that till now there is no appropriate technique for the standardization of Indian system of medicine especially for the Siddha Drugs. The different pharmaceutical companies prepare their medicine based on some ancient literature available in the palm leaves. The preparation various from place to place according to the availability of the main raw material. In the modern system of medicine every drug in the market has been standardized on the basis of the active principles in that drug which is more useful for curing the specific aliments. In order to overcome this difficulty a novel attempt has been made to standardize the Siddha drug by using the simple and well known spectral methods. Moreover the spectral analysis helps to speculate the functional group present in the drug and the curative property of the drug can be easily determined scientifically. The raw corals possess toxic ammonium compounds and it is also insoluble in water. So it can be used as an effective medicine only by mixing with the plant juice. Also it is recommended to use the pavalaparpam drug whose pH value with low alkanity.
In this study, among the three drugs, Pavalaparpam marketed by Lakshmi
Sevasangam, Gandhigram emerged as a best drug.
Muthukumar. K and Selvin. A (2010)60 Samuel highlighted the coastal plant species of Tuticorin district bears high medicinal and ecological values.
59 Meena Devi, V.N, “Infrared Spectral Studies on Siddha Drug – Pavalparpam, International Journal of Pharma and Bio Sciences, Vol.1, issue 4, Oct-Dec 2010. 60 K. Muthukumar And A. Selvin, Traditional Herbal Medicines Of The Coastal Diversity In Tuticorin District, Tamil Nadu, India, Journal Of Phytology 2010, 2(8): 38–46
48
Now, the coastal plants have been extensively modified by human activity. The study includes direct interview which were conducted among local communities and fishery communities. The study was carried out during in January 2010 to
June 2010. A total of 41 medicinal plants have been collected and their popular uses are listed. Due to continuous loss of coastal vegetation, the associated indigenous knowledge is also gradually disappearing. So, it is imperative to protect and restore the coastal vegetation, as an immediate priority.
Mahesh, T.S (2011) 61 , in his study, he suggested that there is a considerable influence of marketing on the sales of Ayurvedic Drugs. Marketing of Ayurvedic drugs have been neglected by most companies. Among the various elements of marketing, the elements namely the product with respect to its quality play a prime role in determining the sales of Ayurvedic Drugs. Promotional strategies play a secondary role after the quality of the product in determining the sales of the Drugs. Pricing and place or availability do have their own influence but with a low intensity when compared to other two on the sales of the Drugs.
Anand Chaudhary and Neetu Singh (2011) 62 highlighted that amongst the mandates of United Nations, health of mankind is the thrust area of UN through
World Health Organization (WHO). Planning and execution of policies for mainstreaming of traditional medicines (TRM) of respective countries along with conventional system of medicine (allopathy), first in the country of origin followed by the international arena, is the priority agenda of operations of WHO.
Within Indian context, WHO accorded prime focus to Ayurveda in its activities
61 Mahesh, T.S. “Analysis of Influence of Marketing on Sale of Ayurvedic Drugs, International research journal of pharmacy, 2 (10), 2011. 62 Anand Chaudhary and Neetu Singh, Contribution of world health organization in the global acceptance of ayurveda, Journal of Ayurveda and integrative medicine, Vol.2, Issue 4, pp 179-186, 2011
49 related to TRM.Sponsorship and encouragement of studies substantiating parameters of standardization, safety and efficacy of herbal medicines of
Ayurveda are under chief consideration of WHO. In this review, several guidelines of WHO are summarized. Department of Ayurveda, Yoga and
Naturopathy, Unani, Siddha and Homoeopathy (AYUSH), Central Council of
Research in Ayurveda and Siddha and numerous other collaborative centers of
WHO in India are assigned with several Appraisal Project Work (APW) and
Direct Financial Cooperation (DFC) projects that will strengthen Ayurveda as evidence-based medicine for its global acceptance. Implementation of pharmacovigilance program in Ayurveda, publication of documents for rational use and initiatives to prepare consumer guidelines for appropriate use of
Ayurvedic medicines are some other contributions of WHO toward advancement of Ayurveda at national as well as global level. Here, the researchers suggest further exploration, interaction and interpretation of traditional knowledge in the light of contemporary core sciences and biomedical sciences that can pave the way for accreditation of Ayurveda worldwide as an established system of medicine.
Hanna, Sonya,(2011)63 his study develops a multi-level conceptual model of strategic place brand management designed to support managers in embracing a holistic approach to place brand management. The model identifies the following components for attention and activity: place brand evaluation; brand infrastructure relationships, including infrastructure (regeneration) and stakeholder engagement (management); place brand articulation; and brand
63 Hanna, Sonya, Towards a strategic place brand-management model, Journal of Marketing Management, Volume 27, Numbers 5-6, May 2011 , pp. 458-476 (19), (2011).
50 communications. The model identifies the influences and action processes between these components, including brand identity and architecture, influencing brand experience. Existing place branding models take different perspectives on the branding process - respectively, relationship management, communications, and strategic planning; none of these models are comprehensive and neither are they widely adopted or tested. This study proposes an integrative model that builds on and subsumes these earlier models and is also grounded in the wider research on branding and place branding concept and processes.
Swati kewlani and Sandeep singh (2012)64 pointed out that Ayurveda is maintenance and promotion of positive health and cure of diseases through medicine, dietary restrictions and regulated life style. Ayurveda is the name for a comprehensive health care system that began in ancient India. Ayurveda proposes for an omnipresence of basic building blocks of life in the universe suggesting that beginning of synthesis is subject to the availability of optimal conditions. The study was undertaken in the rural market in and around Indore. Questionnaire was administered on 200 adult respondents (119 Males and 81 females), of which 193 valid responses were obtained (107 Males and 86 Females). Research finding about the consumers’ perception regarding the ayurvedic products in rural areas in and around Indore indicated that 68% people use Ayurvedic products and 32% of the people use Homoeopathic and Allopathic products. Findings further showed that the percentage of people using ayurvedic medicine is very less and restricted to only 25% of the whole population. Analysis revealed that there is no significant
64 Swati kewlani and Sandeep singh, Prospects Of Traditional Therapy: Consumer’s Perception An Empirical Study Of Rural Market With Special Reference To Indore District Journal of Asian Research Consortium, Volume 1, Issue 1 (February, 2012)
51 difference between Male and Female consumers on their experience in using
Ayurvedic product. The same data when analysed with respect to the income showed that the experience in the use of ayurvedic product is independent of income effect. Preference for type of therapy showed no effect of Gender or
Incomes.
It could be seen clearly from the above discussion that many studies have highlighted the nature and importance of Siddha medicines. Many studies have highlighted the marketing of various products and consumers preferences and none of the studies highlighted consumer behaviour of Siddha medicines. So far an exclusive research study on the marketing aspect of Siddha medicines has not been undertaken. Hence a pioneering attempt is made with an exploratory research design pertaining to the marketing practice and consumer behaviour.
52
CHAPTER - III RESEARCH METHODOLOGY
3.INTRODUCTION
In this chapter, the research methodology for carrying out the study is explained. The method of data collection, sampling procedure, framework of analysis and definition of terms used in the study are explained here.
3.1 Data collection
The study depends on both primary and secondary data. The primary data have been collected from marketing agencies and consumers’ of Siddha medicines by employing an interview schedule. The researcher has prepared two interview schedules for this study. One interview schedule have been used for the purpose of collecting information from 84 marketing agents towards marketing practices of
Siddha medicine in Madurai district and another interview schedule have been utilized to know about the consumers’ opinion of the Siddha medicine in Madurai district. In order to identify the variables for construction of the interview schedules, the researcher has made an in-depth review of previous studies. The interview schedule has been pre-tested. The researcher has collected the consumers’ opinion from 500 respondents towards Siddha medicine at Madurai district only at simple random sampling method. Secondary data have also been collected from various books, journals, research abstracts, seminar papers, manuals and net browsing and they are used at appropriate places of the research study.
After completing the data collection, a thorough check was made. The whole questions in the interview schedule were processed for coding the data in a
53 computer. Then, the cross tables were prepared by using SPSS package. Moreover, after consulting the research experts, appropriate tools were framed to get good results.
3.2 Sampling
The researcher has collected the primary data at simple random sampling method. The researcher contacted 500 respondents who are taken the treatment in the Siddha Doctors’ dispensary as well as purchasing of medicine at Medical stores towards to know about the opinion of Siddha medicine. Generally, most of the
Siddha Doctors were act as Doctor – cum- medicine agents of the Siddha Products.
The researcher has contacted 84 marketing agents at Madurai district.
3.3 Framework of Analysis
In order to analyse the opinion of consumers’ towards Siddha medicine, the data were analysed by using appropriate statistical techniques namely Percentages,
Mean, Standard deviation, Garrett’s Ranking and weighted ranking Factor analysis.
The percentage analysis was used throughout the thesis, whenever required.
The Garrett’s Ranking was used to find out the brand preference of the respondents towards Siddha medicine. Factor analysis was used to test the customers’ opinion on the usage of Siddha medicine.
The production of Siddha medicine has been analyzed by using trend analysis, Compound Growth Rate and Kruskal’s Wallis test.
54
Chi square test
One way Chi square test has been applied to analyse the relationship among the marketing agents regarding their socio economic profile.
(O-E)2 2 = E Degrees of freedom = n-1
Where,
O = Observed frequency
E = Expected frequency
E= Total /Number of cases
The calculated value of Chi square test is compared with the Table value of
Chi square test at 5% level of significance. If the calculated value of Chi square test is more than the Table value, the null hypothesis is rejected and vice versa.
Weighted ranking technique has been employed to analyse the importance of physical evidence. Five importance are given to the respondents and they are asked to rank them. The responses are multiplied by 5,4,3,2 and 1 for I, II. III, IV and V rank respectively. Total score is found out and mean score is found out with the help of the following formula:
Mean score = 100 X / Total score
By considering the mean score, ranks are assigned on the basis of descending order.
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Linear Trend Model
The trend and compound growth is computed for the production of Siddha medicine by adopting the Linear and Semi-log Trend Models and they are as given below:
Linear Trend Model
Y=a+bt
Semi-log Trend
Log Y= a+bt
Where,
Y = Variable
T= time variable and
a and b are parameters
Method of Least Squares has been followed. The compound growth rate is calculated by using the following formula:
Compound Growth Rate (%) = (antilog b-1) x 100
Correlation is computed to find out the relationship between production and trend values.
The level of satisfaction of the respondents towards usage of Siddha medicine has been classified into three categories viz., low level, medium level and high level, for analytical purpose. If the score values are greater than X + S.D., it is taken as high level satisfaction towards siddha medicine . If the score values are less
56 than X - S.D., it is considered as low level satisfaction towards siddha medicine. The difference between X + S.D. and X - S.D., is classified as medium level satisfaction towards siddha medicine.
Here, X = Arithmetic Mean and
S.D.= Standard Deviation
The level of satisfaction is derived from the mean score values of the 500 respondents. The calculated values of X and S.D. are 20.44 and 5.18 respectively.
Therefore,
X + S.D. = 20.44+5.18 = 26 and above – High level
X - S.D. = 20.44-5.18 = 15 and below – Low level
( X + S.D.) to ( X - S.D.) = 15 to 26 – Medium level
In order to analyze the relationship between employees’ socio economic background and their level of satisfaction towards usage of Siddha medicine, Chi- square test is employed.
(O-E)2 2 = E Degrees of freedom = (r-1) (c-1)
Where,
O = Observed frequency
E = Expected frequency
r = Number of rows
c = Number of columns
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The calculated value of Chi square test is compared with the table value of
Chi square test at 5% level of significance. If the calculated value of Chi square test is more than the table value, the null hypothesis is rejected and vice versa.
In order to analyze the purpose of preferring particular brand Siddha medicine, the respondents are given five different reasons and asked to rank them.
The Garrett’s Ranking Technique is applied to rank the each method. From these five purposes, the order of rank given by the respondent is converted into the rank by using the following formula:
Percent position = 100 (Rij – 0.5)
Nj
Where,
th th Rij= Rank given for the i reason by the j individuals.
th Nj= Number of reasons ranked by the j respondents.
The above formula is used to find out the percent position of each rank.
Then, for each factor, the scores are added to get the total score and divided by the number of respondents who responded to it, in order to get the mean score. The values of mean scores for all the five purposes are arranged in descending order and the ranks are given to identify the most important purpose.
Regression model has been constructed to anlayse the factors influencing to buy the Siddha medicine.
Opinion score for siddha medicine = a +b1X1+b2X2+ ….+b20X20
a and b are constants
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X1 to Xn are independent variables
Operational definitions
Allopathy
Allopathy is known as the modern medicine and world over the pharmaceutical industry is focused upon it.
Ayurveda
Ayurveda translates as the “science of life”. It encompasses fundamentals and philosophies about the world and life, diseases and medicines. The knowledge of
Ayurveda is compiled in Charak Samhita and Sushruta Samhita. The curative treatment lies in drugs, diet and general mode of life.
Siddha
The Siddha system is one of the oldest Indian systems of medicine. Siddha means “achievement”. Siddhas are saintly figures who achieved healing through the practice of yoga. The Siddha system does not look merely at a disease but takes into account a patient’s age, sex, race, habits, environment, diet , physiological constitution and so forth. Siddha medicines have been effective in curing some diseases, and further work is needed to truly understand why this system works.
Unani
The Unani system originated in Greece and progressed to India during the medieval period. It involves promotion of positive health and prevention of disease.
The system is based on the humoral theory i.e. the presence of blood, phlegm, yellow bile and Allopathy Ayurveda Siddha Unani Homeopathy Naturopathy black
59 bile. A person’s temperament is accordingly expressed as sanguine, phlegmatic, choleric or melancholic. Drugs derived from plant, metal, mineral and animal origins are used in this system.
Homeopathy
Homoeopathy is a branch of therapeutics that treats the patient on the principle of “SIMILIA SIMILIBUS CURENTUR” which simply means “Let likes be cured by likes”. Homeopathy seeks to stimulate the body's defense mechanisms and processes so as to prevent or treat illness. Treatment involves giving very small doses of substances called remedies that, according to homeopathy, would produce the same or similar symptoms of illness in healthy people if they were given in larger doses.
Siddha
The Siddha Medical system was founded by a group of spiritual people called 18 Siddhars, (already mentioned in Chapter I) who were spiritually enlightened persons. The Word Siddhars is derived from “Siddhi” which means
“Eternal Bliss”. The Siddhars by their spiritual and Yogic Practices attained immense knowledge and experience in Vaithiyam (Medicine), Vatham (Alchemy),
Jothidam (Astrology), Manthrigam (Thanthric practices), Yogam (Meditation and
Yogic exercises), Gnanam (Knowledge about the Almighty). The Concept of the
Siddhars is the “Food is the Medicine, Medicine is the Food” (Unave Marunthu,
Marunthe Unuvu), Sound Mind makes the Sound Body (Manamathu Semmaiaanal
Manthiram Sebika Vendaam).
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CHAPTER - IV
PRODUCTION AND MARKETING PRACTICES OF SIDDHA MEDICINE
4.1 INTRODUCTION
This chapter has divided into two parts. The first part deals with the production of siddha medicine in Madurai district. Most of the siddha medicines were produced by the unregistered units in Madurai district. The researcher has met one of the popular manufacturers of Aravindh Herbal Institute at Rajapayalm in
Madurai district for the collection of information regarding the manufacturing a siddha product. The second part analyse the marketing practices of siddha product.
Most of the Siddha physicians and medical shop owners are acting as agents of the
Siddha products. The researcher has contacted 84 Siddha medicine agents for this study. The researcher has collected the information from the marketing agents regarding to know the marketing practices of Siddha medicines in Madurai district.
PART- I
4.2 MANUFACTURING OF SIDDHA
The license for manufacture and sale of siddha drugs are issued under Drugs and Cosmetics Act, 1940. As per the licensing requirements, raw material used in preparation of Siddha drugs are identified and tested wherever tests are available for their genuineness and records of such test and methods are maintained.
The government has notified General Medical Physician for Siddha drug manufacture. In this, various conditions are laid down for raw material requirement, storage, manufacturing premises and all other methods. Under this, the
61 manufacturing units are to maintain a quality control unit in his own premises or through Government approved testing laboratories. The tests are to be carried out as per the Siddha pharmacopoeia standard.
The siddha manufacturing industry works in a way that all the units - herb cultivator, herb supplier, research institutes, companies and pharmacies, practitioner and customers have well-defined role to play. The basic raw material for the industry are medicinal plants and herbs which are used for producing medicines as mentioned in the pharmacopoeia (classical products) or the siddha patented products.
The medicinal plants or herbs are obtained from the farmers who cultivate on their farms on contract basis or on their own. These contracts are generally given to them by companies to ensure the supply and quality of raw materials. Recently government research institutes and other research institutes have started growing medicinal plants in the ethno botanical garden maintained by them for this purpose and for the purpose of conserving some of the extinct species. The tribal people or the persons who have sufficient knowledge about the plants collect many herbs and plants. The knowledge of the plants and its products are based on indigenous knowledge called “Dravya Guna Shastra”. The plants are studied on the basis of taste, metabolic properties, qualities, biological effect and potency.
There are approximately 1100 types of plants used in the Siddha system.
Around 70% of herbs are found in tropical zone, mostly in the forest of Western &
Eastern Ghats, Vindhyas, Chota Nagpur plateau, Aravallis, the Terai region and foothills of Himalayas and North east. Less than 30% of these plants are confined to the temperate and colder zone.
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The collected or cultivated herbs are then sent to herb market through local trader or wholesale traders. These traders add value to the crude herbs in the sense that they further process these herbs by washing, drying and packing so they can be stored for longer use and transported easily. The wholesale traders supply the medicines to pharmacies, research institutes, for local market trading, or they export them to other countries in form of herbs and spices. The pharmacies whether government owned or private limited further process these herbs and medicinal plants and make different medicines, herbal products and health supplements for consumers. The companies and the pharmacies involved in siddha sector can be divided in the organised and unorganised sector.
4.3 SIDDHA INDUSTRY IN TAMILNADU
In Tamilnadu, most of the small units are produced a siddha medicine with the knowledge of a family members. They are not properly registered. It comes under the unorganized sector. The organized sectors are manufacturing a product with the help of qualified siddha physician. Under the organized sector, the
Aravindh Herbals Institution was studied by the researcher.
Aravindh Herbals is an institution which is well known all over Tamil Nadu and major parts of India was established with a noble thought to manufacture traditional Herbal, Siddha, Ayurvedic and Homeopathic medicines and also food supplements and health care products to overcome common ailments and even to cure advanced diseases in a proper manner without causing any adverse side effect.
Aravindh Herbal institution was established by Dr.P.Rajalingam, having 40 years experience in the field of Herbal and Siddha Science. Sri.R.Aravindhan, son of
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Dr.P.Rajalingam, the Hereditary Practitioner is the Managing Director of the company. The main object of the company is to provide complete health to the humanity by the way of supplying remedies and make them healthy to attain spiritual goals and happy.
The company was established in 1992; in a small area was manufacturing about 40 siddha medicines. The company has gradually developed to manufacture
140 siddha medicines by 1995 and changed its constitution in to a private limited company. In 1998, the company was expanded in a new expanded building of
10,000 square feet RC structure in nature based location at 4th Kilometer from
Rajapalayam town, very nearer to Western Ghats and Sanjeevi Hills where plenty of more medicinal value herbals are available. There is a suitable atmosphere and these innovative changes uplift it to increase range of products to 300 numbers and the company became one of the leading manufacturer of Siddha and other alternative medicines within a short span of time. Moreover, the company manufactures and markets the most of wanted Ayurvedic Sastric Medicines, to share the products with
Ayurvedic consumers.
In addition to these sectoral achievements, the company is also manufacturing more than 350 homeopathic medicines further the company is adopting the Dr.Samue Haneemans methodology, the founder and father of
Homeopathic medicines and which was followed for about 230 years all over the world.
The herbal establishment is adopting the manufacturing process which was discovered by the spiritual attained siddhars and saints in the past million years. This
64 system is not only having medicines for curing diseases but also consists of Yoga,
Meditation, Astrology and other health practices for the attainment of spiritual goal which is the final thought of the humanity. The company is attaining the leading level in the market because of the quality of the products at affordable price with an effective marketing strategy.
4.4 PRODUCTION PROCESS
Aravind Herbal Institute mostly believes the good minded dedicated staff and a level headed workers than machinery. Before starting the daily work, meditation and Sankalpam are being under taken by all the workers and staffs to give complete health and peace to the humanity.
The Company is strictly adopting GMP i.e. Good Manufacturing Practice from raw material to finished products. The company is well equipped with sophisticated modern machinery but, the company perfectly matches the tradition with technology to preserve the best quality of the products.
The production process adopts hygienic method by cleanliness, untouched by hands, cleaned stainless steel vessels.
The more medicinal value herbs and raw material are procured from available sources in the nearby areas and also from the place where the raw material have more medicinal properties. The company is giving top priority to the quality only and not to the cost of the material. The company never encourages the procurement of substandard raw materials. The company also prefers the buy-back arrangements with farmers by providing more medicinal value herbal seeds to obtain the best quality raw material.
65
The best quality of raw material are further cleaned to remove any foreign material carefully and forwarded to grinding section. Even though the modern machineries are used for grinding, the quality of the ground material is never reduced because the company adopts non-heated method of grinding and gets the perfect quality equivalent to the traditional method of grinding.
Process and production of medicines are also done by traditional method of preparation with modern steam heating methods to obtain the best quality. The company adopts traditional method. For example to produce medicated oils, only fresh leaves, barks etc are used and prepared with sesame oil or coconut oil to get the best quality.
The institute never uses readymade extracts and using only farm fresh pure natural herbals for making extracts, which are produced by themselves and are used for the preparation of medicines. It never uses synthetic flavours, artificial coloring agent, fragrance, because it is very conscious in the quality and naturality and effectiveness of the products. The manufacturing processes are standardized and computerized for 0% error.
In Siddha Vaidyam, there are many secret drugs and formulas are using for manufacture bhasmas and chindooras. Lake of proper knowledge will cause major draw-backs in health. In Aravind Herbal Institute, Traditional Siddha Physicians are managing the production processes. Some production process are given in the following pictures.
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Figure 4.1
GRINDING THE GREEN LEAF FOR PREPARING A PASTE FORMAT
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Figure 4.2
MIXING MERCURY AND SULPHUS
68
Figure 4.3
PREPARATION OF MERCURY FOR BURNING
69
Figure 4.4
BURNING PROCESS
70
Figure 4.5
PRESSING PROCESS
71
Figure 4.6
COLLECTION OF CALCINATED MERCURY BHASMA
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4.4.1 Quality control in Aravind Herbal Institute
Everyone in the company is well aware about the quality of the products.
The quality control department is monitoring the quality of the products at all stages. i.e. inch by inch of the movement from the raw material to finished products. The lab testing equipments are upgraded to maintain the quality. The quality control lab is well furnished with modern equipments to monitor the quality in each and every stage of the processing and if any least quality or inferiority arises at any stage, the whole batch will be completely rejected and destroyed. The company is more conscious that the medicines are meant for curing the diseases and not for the commercial purpose to make money alone.
4.4.2 Packaging of product in Aravind Herbal Institute
The products are packed in air conditioned hygienic atmosphere. The company is using food grade packing materials, which are not reacting with medicines. Modern machineries are installed for hygienic, untouched with hands and faster packing. All the rooms are fumigated with natural herbals, fumes to avoid microbial and fungal attack.
The company has its own in house training programs which have been designed specially to fulfill the developmental needs to appraise and polish the worker’s to cater the targets. This type of innovative experience will encourage the company to accept more challenges.
4.4.3 Distribution of product by the Aravind Herbal Institute
At present, the company extends its marketing in Kerala, Maharastra, Andra
Pradesh and West Bengal and started doing field work to promote the business in all
73 over India as the company has the potential and productivity to cater the requirement throughout India. Further, the products have demands in foreign countries such as
Malaysia, Russia and Singapore.
4.5 PRODUCTION OF SIDDHA MEDICINE AT GLOBAL LEVEL
As per the records of World Health Organization (WHO) Indigenous
Medicine is known as “Traditional Medicine”, which refers to knowledge pack concerned with healing, practiced in a particular region, culture or country.
Indigenous Medicine is known for it’s holistically approach to promote mental, physical and spiritual well-being. Long before the discovery and development of modern scientific medicine such as the use of pharmaceutical drugs and doctor’s surgery, traditional healing methods had been in use and are still being in use in ethnic culture. Having been rooted in practical wisdom over the ages, it is still in practice in the rural remote areas where people have limited access to modern medicine. In many rural communities across developing countries, use of remedies based on traditional medicine forms the basic framework of health care needs.65
In the year 2005, World Health Organization states that every traditional system of Medicine has a methodology of its own and a body of knowledge preserved through many centuries and is typically passed on orally from generation to generation. Application of Indigenous Medicine include a wide range of activities, from physical cures using herbal medicines and other remedies, to the promotion of psychological and spiritual well-being using ceremony, counseling and the accumulated wisdom of elders. The preparation and dispensing of herbal
65 Annual Records of World Health Organization, 2002.
74 medicines is one of the most common forms of Indigenous Medicine practiced in different parts of the world.66
Attention across the world is focused towards alternative systems of medicine in recent past for the reason that no medical system is complete for all the ailments encountered. Most of the therapeutic approaches aim at symptomatic relief rather than providing unambiguous cure to the problem. Hence, there is growing interest in traditional system of medicine that caters the healthcare needs for a wider population across the globe, especially in the developing countries. Also, WHO recommends the practice of traditional system of medicine as it is affordable, safe and culturally acceptable.
More over, the siddha medicine is prominently used in the countries such as
Malaysia, Singapore, and Sri Lanka etc.
Table 4.1 shows the production of siddha medicine at global level for a period from 2002-03 to 2011-12.
66 Annual Records of World Health Organization, 2005.
75
TABLE 4.1 PRODUCTION OF SIDDHA MEDICINE AT GLOBAL LEVEL
Value in Year Trend values Rupees
2002-03 10,89,231 11,37,321
2003-04 13, 83,709 12,66,222
2004-05 12, 74, 674 13,95,123
2005-06 16,12,419 15,24,024
2006-07 19,74,025 16,52,925
2007-08 15,46,547 19,10,727
2008-09 17,82,935 20,39,628
2009-10 21,48,420 21,68,529
2010-11 24,06,198 22,97,430
2011-12 26,00,103 24,26,331
a 17,81,826 b 1,28,901 r 0.909 Compound 54.24 Growth Rate Source: Annual records of Siddha medical association
76
Table 4.1 depicts the production of Siddha medicine at global level.
Production value was fluctuated during the whole study period. But it has increased from Rs. 10, 89231 in 2002-03 to Rs. 26, 00,103 in 2011-12. The growth rate of production value was 2.38 times. The trend value of production shows an increasing trend in the year of 2002-03, 2004-05, 2007-08, 2008-09 and 2009-10. It shows a decreasing trend in the year 2003-04, 2005-06, 2006-07, 2010-11 and
2011-12. The correlation between actual production and trend value for production is
0.909 which indicate there is a high degree of positive correlation. The compound growth rate of production of siddha medicine at the global level is 54.24 per cent.
4.6 PRODUCTION OF SIDDHA MEDICINE AT NATIONAL LEVEL
In India, two major traditional indigenous systems of medicine are common.
Among these two, Ayurveda is practiced in North and Siddha is practiced in
Southern part of India. ‘Siddha’ the most ancient indigenous system of medicines of
Indian origin is practiced exclusively in Tamilnadu and in some parts of the neighboring states. Perhaps, it is the foremost of all other medical systems in the world. Its origin dates back to BC 10,000 to BC 4,000. Its literature is entirely in older script of Tamil mostly on palm leaves. Unfortunately, no systematic attempt has been made, so far, either by Tamil savants or by Siddha medical practitioners, to render critical evaluation of the age old traditional system of medicine. This is due to the enigmatic nature of the texts and secretive attitude of Siddha practitioners. The
Ayurvedha and Siddha are twin systems of India and have got greater similarities and both the systems are the great heritage and pride of India. Siddha is largely therapeutic in nature. Siddha owes its origin to Siddhars (holy immortals). Herbs, minerals and products of animal origin are basic raw materials in Siddha. Since,
77
Siddha System of Medicine relies on herbs, it has fewer side effects. Siddha comprises of Alchemy, Philosophy, Yoga, Mantra and Astrology. In Bogar Nikandu, more than 4,448 diseases have been described with herbal remedies. Siddha is effective in treating chronic cases of liver, skin diseases, rheumatic problems, anaemia, prostate enlargement, piles and peptic ulcer. It has been proven that traditional medicines are effective in treating several venereal diseases and AIDS.
Table 4.2 exhibits the production of siddha medicine in India.
78
TABLE 4.2 PRODUCTION OF SIDDHA MEDICINE IN INDIA
Value in Year Trend values Rupees
2002-03 6,44,053 7,78,528
2003-04 9,78, 304 9,04,878
2004-05 10,48,189 10,31,228
2005-06 12,19,780 11,57,578
2006-07 17,08, 201 12,83,928
2007-08 11, 40, 209 15,36,628
2008-09 14,01,398 16,62,978
2009-10 16,72,455 17,89,328
2010-11 20,86,991 19,15,678
2011-12 22,03,199 20,42,028 a 14,10,278 b 1,22,350 r 0.881 Compound 61.80 Growth Rate Source: Annual report of Siddha medical association.
79
Table 4.2 clearly shows the production value of siddha Medicine in India. It has increased from Rs. 6, 44,053 in 2002-2003 to Rs. 22.03,199 in 2011-12. The growth rate of production value was nearly 3.50 times during the study period. The trend value of production shows an increasing trend in the year 2002-03, 2007-08,
2008-09 and 2009-10. It shows a decreasing trend in the year 2003-04, 2004-05,
2005-06, 2006-07, 2010-11 and 2011-12. The correlation between actual production and trend value for production is 0.881 which indicate there is a high degree of positive correlation. The compound growth rate of production of siddha medicine at the national level is 61.80 per cent.
80
4.7 PRODUCTION OF SIDDHA MEDICINE IN TAMILNADU.
The Siddha system of Medicine is an indigenous traditional system originated in Tamilnadu with the codified references from age old literatures such as
Thirumandhiram, Thirukkural, Tholkappiam, etc which was aged 2000 years old.
The Siddha is a Dravadian system of medicine which has been spread to neighboring parts of Kerala, Karnataka and coastal Andhra which are adjacent to Tamilnadu.
Recently, there has been a resurgence of traditional medical systems the world over, based on the holistic nature of their approach to healing. The efficacy of indigenous systems has been proved in various contexts. Hence, usage of Siddha that has strong cultural and historical bonds with the people of Tamilnadu is becoming increasingly relevant. In a heterogeneous public domain, wide array of factors such as economic status, psychological state, social behavior and occupation are known to influence the practice of traditional system of medicine.
81
TABLE 4.3 PRODUCTION PERFORMANCE OF SIDDHA MEDICINE IN TAMILNADU
Value in Year Trend values Rupees
2002-03 5,31,955 5,77,058
2003-04 6,93,408 7,09,350
2004-05 8,58,267 8,41,642
2005-06 9,25,920 9,73,934
2006-07 13,71,621 11,06,226
2007-08 14,28,337 13,70,810
2008-09 12,09,156 15,03,102
2009-10 15,35,563 16,35,394
2010-11 18,24,198 17,67,686
2011-12 20,06,750 18,99,978
a 12,38,518 b 1,32,292 r 0.954 Compound 55.78 Growth Rate Source: Annual report of Siddha Medical Association.
82
Table 4.3 shows the production performance of Siddha medicine in
Tamilnadu. The production value has been increased from Rs. 5,31,955 in 2002-03 to Rs. 20,06,750 in 2011-12. The growth was 3.77 times during the decade. The trend value of production shows an increasing trend in the year 2002-03, 2003-04,
2005-06, 2008-09 and 2009-10. It shows a decreasing trend in the year 2004-05,
2006-07, 2007-08, 2010-11 and 2011-12. The correlation between actual production and trend value for production is 0.954 which indicate there is a high degree of positive correlation. The compound growth rate of production of siddha medicine at the state level is 55.78 per cent.
4.8 PRODUCTION OF SIDDHA MEDICINE IN MADURAI DISTRICT
Table 4.4 shows the production of Siddha medicine at district level.
83
TABLE 4.4 PRODUCTION PERFORMANCE OF SIDDHA MEDICINE IN MADURAI DISTRICT.
Year Value in Rupees Trend values
2002-03 3,24,840 2,57,048
2003-04 4,01,922 4,14,268
2004-05 5,85,767 5,71,488
2005-06 7,36,029 7,28,708
2006-07 9,05,493 8,85,928
2007-08 10,99,451 12,00,368
2008-09 11,75,097 13,57,588
2009-10 15,52,569 15,14,808
2010-11 16,97,882 16,72,028
2011-12 19,52,429 18,29,248
A 10,43,148 b 1,57,220 r 0.988 Compound 44.99 Growth Rate Source: Annual report of Siddha Medical Association.
84
Table 4.4 clearly shows the production performance of Siddha medicine in
Madurai Dist. The production value has shown a continues growth through the study period. The value was increased from Rs. 3, 24,840 in 2002-03 to Rs. 19,
52,429 in 2011-12. The growth was 6 times during the decade. The trend value of production shows an increasing trend in the year 2003-04, 2007-08 and 2008-09. It shows a decreasing trend in the year 2002-03, 2004-05, 2005-06, 2006-07, 2009-10,
2010-11 and 2011-12. The correlation between actual production and trend value for production is 0.988 which indicate there is a high degree of positive correlation. The compound growth rate of production of siddha medicine at the state level is 44.99 per cent.
4.9 COMPARISON OF PRODUCTION OF SIDDHA MEDICINE AT GLOBAL AND NATIONAL LEVEL
Kruskal Wallis Test has been employed to compare the production of siddha medicine at global level and national level. The null hypothesis framed is that there is no significant difference between the production of siddha medicine at global level and national level.
85
TABLE 4.5 COMPARISON OF PRODUCTION OF SIDDHA MEDICINE AT GLOBAL AND NATIONAL LEVEL
Global level National level Year Production Production Rank Rank value value
2002-03 10,89,231 17 6,44,053 20
2003-04 13, 83,709 13 9,78, 304 19
2004-05 12, 74, 674 14 10,48,189 18
2005-06 16,12,419 10 12,19,780 15
2006-07 19,74,025 6 17,08, 201 8
2007-08 15,46,547 11 11, 40, 209 16
2008-09 17,82,935 7 14,01,398 12
2009-10 21,48,420 4 16,72,455 9
2010-11 24,06,198 2 20,86,991 5
2011-12 26,00,103 1 22,03,199 3
85 125
Source: Annual records of Siddha Medical Association
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The formula for Kruskal Wallis test is:
2 12/n(n+1) (∑Ri /nj) - 3 (n+1)
= 12/20 (20+1) (852/10+1252/10) - 3 (20+1)
= 12/20*21 (722.5+1562.5) – 3(21)
= 0.0286 (2285) – 63
= 65.351 – 63
= 2.351
Degrees of freedom = n-1 = 2-1 =1
Table value at 5 % level of significance is 3.84.
The calculated value of Kruskal Wallis test is 2.351 and the table value is
3.84. As the calculated value is less than the table value, the null hypothesis is accepted. Hence, there is no significant difference between the production of siddha medicine at global level and national level.
4.10 COMPARISON OF PRODUCTION OF SIDDHA MEDICINE AT STATE LEVEL AND DISTRICT LEVEL
Kruskal Wallis Test has been employed to compare the production of siddha medicine at state level and district level. The null hypothesis framed is that there is no significant difference between the production of siddha medicine at state level and district level.
87
TABLE 4.6 COMPARISON OF PRODUCTION OF SIDDHA MEDICINE AT STATE AND DISTRICT LEVEL
State level District level Year Production Rank Production Rank
2002-03 5,31,955 18 3,24,840 20
2003-04 6,93,408 16 4,01,922 19
2004-05 8,58,267 14 5,85,767 17
2005-06 9,25,920 12 7,36,029 15
2006-07 13,71,621 8 9,05,493 13
2007-08 14,28,337 7 10,99,451 11
2008-09 12,09,156 9 11,75,097 10
2009-10 15,35,563 6 15,52,569 5
2010-11 18,24,198 3 16,97,882 4
2011-12 20,06,750 1 19,52,429 2
94 116
Source: Annual records of Siddha Medical Association
88
The formula for Kruskal Wallis test is:
2 12/n(n+1) (∑Ri /nj) - 3 (n+1)
= 12/20 (20+1) (942/10+1162/10) - 3 (20+1)
= 12/20*21 (883.6+1345.6) – 3(21)
= 0.0286 (2229.2) – 63
= 65.755 – 63
= 0.755
Degrees of freedom = n-1 = 2-1 =1
Table value at 5 % level of significance is 3.84.
The calculated value of Kruskal Wallis test is 0.755 and the table value is
3.84. As the calculated value is less than the table value, the null hypothesis is accepted. Hence, there is no significant difference between the production of siddha medicine at state level and district level.
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PART-II
4.11 MARKETING PRACTICES
In the marketing of Pharmaceutical products, the manufacturers are following the personal selling method. There is no exception to the Siddha products.
In this sense, the researcher has collected the information from the marketing agents regarding to know the marketing practices of Siddha medicines in Madurai district.
Generally, most of the manufactures of Siddha medicine and medical shop owners are acting as agents of the Siddha products. The researcher has contacted 84 Siddha medicine agents for his study. In this study, the socio economic profile of the marketing agents and their marketing practices are anlaysed.
4.12 ANALYTICAL FRAMEWORK
One way Chi square test has been applied to analyse the relationship among the marketing agents regarding their socio economic profile.
(O-E)2 2 = E Degrees of freedom = n-1 Where,
O = Observed frequency
E = Expected frequency
E= Total /Number of cases
The calculated value of Chi square test is compared with the Table value of
Chi square test at 5% level of significance. If the calculated value of Chi square test is more than the Table value, the null hypothesis is rejected and vice versa.
90
Weighted ranking technique has been employed to analyse the importance of physical evidence. Five importances are given to the respondents and they are asked to rank them. The responses are multiplied by 5,4,3,2 and 1 for I, II. III, IV and V rank respectively. Total score is found out and mean score is found out with the help of the following formula:
Mean score = 100 X / Total score
By considering the mean score, ranks are assigned on the basis of descending order.
4.13 SOCIO ECONOMIC PROFILE OF THE MARKETING AGENTS
In this study, the socio economic variables age, education, experience, marital status, employment details of spouse, nature of employment of spouse, family size, number of dependents, nature of the family, residential status and monthly income are taken into account.
4.13.1 AGE WISE CLASSIFICATION OF THE RESPONDENTS
Table 4.7 explains the age wise classification of the respondents.
91
TABLE 4.7 AGE WISE CLASSIFICATION OF THE RESPONDENTS
Age (in years) No. of respondents Percentage
Below 30 17 20.24
30-40 20 23.81
40-50 26 30.95
Above 50 21 25.00
Total 84 100
Source: Primary data
Out of 84 respondents, 26 (30.95%) are in the age group of 40-50 years, 21
(25%) belong to the age group of above 50 years, 20 (23.81%) come to the age group of 30-40 years and 17 (20.24%) fall under the age group of below 30 years.
Chi square test has been applied to examine age wise classification of the respondents. The null hypothesis framed is that there is no significant relationship among the respondents regarding age wise classification.
92
TABLE 4.8 AGE WISE CLASSIFICATION OF THE RESPONDENTS – CHI SQUARE TEST RESULTS
O E (O-E) (O-E)2 (O-E)2/E
17 21 -4 16 0.761905
20 21 -1 1 0.047619
26 21 5 25 1.190476
21 21 0 0 0
2
The calculated value of chi square test = 2
Degrees of freedom = 4 -1 = 3
The table value at 5 % level of significance = 7.49
As the calculated value of chi square test (2) is less than the table value of chi square test (7.49), the null hypothesis is accepted. Hence, there is no significant relationship among the respondents regarding age wise classification.
93
4.13.2 Education wise classification of the respondents
Table 4.9 presents the education wise classification of the respondents.
TABLE 4.9 EDUCATION WISE CLASSIFICATION OF THE RESPONDENTS
Education No. of respondents Percentage
Under graduates 41 48.81
Post graduates 29 34.52
Others 14 16.67
Total 84 100
Source: Primary data
Out of 84 respondents, 41 (48.81%) are under graduates, 29 (34.52%) are post graduates and 14 (16.67%) belong to others category.
Chi square test has been applied to examine education wise classification of the respondents. The null hypothesis framed is that there is no significant relationship among the respondents regarding education wise classification.
94
TABLE 4.10 EDUCATION WISE CLASSIFICATION OF THE RESPONDENTS – CHI SQUARE TEST RESULTS
O E (O-E) (O-E)2 (O-E)2/E
41 28 13 169 6.035714
29 28 1 1 0.035714
14 28 -14 196 7
13.07
The calculated value of chi square test = 13.07
Degrees of freedom = 3 -1 = 2
The table value at 5 % level of significance = 5.99
As the calculated value of chi square test (13.07) is more than the table value of chi square test (5.99), the null hypothesis is rejected. Hence, there is a significant relationship among the respondents regarding education wise classification.
95
4.13.3 EXPERIENCE WISE CLASSIFICATION OF THE RESPONDENTS
Table 4.11 presents the experience wise classification of the respondents.
TABLE 4.11 EXPERIENCE WISE CLASSIFICATION OF THE RESPONDENTS
Experience (in years) No. of respondents Percentage
Below 10 26 30.95
10-20 45 53.57
Above 20 13 15.48
Total 84 100
Source: Primary data
Out of 84 respondents, 45 (53.57%) have 10-20 years experience, 26
(30.95%) have below 10 years experience and 13 (15.48%) have above 20 years experience.
Chi square test has been applied to examine experience wise classification of the respondents. The null hypothesis framed is that there is no significant relationship among the respondents regarding experience wise classification.
96
TABLE 4.12 EXPERIENCE WISE CLASSIFICATION OF THE RESPONDENTS – CHI SQUARE TEST RESULTS
O E (O-E) (O-E)2 (O-E)2/E
26 28 -2 4 0.142857
45 28 17 289 10.32143
13 28 -15 225 8.035714
18.5
The calculated value of chi square test = 18.5
Degrees of freedom = 3 -1 = 2
The table value at 5 % level of significance = 5.99
As the calculated value of chi square test (18.5) is more than the table value of chi square test (5.99), the null hypothesis is rejected. Hence, there is a significant relationship among the respondents regarding experience wise classification.
97
4.13.4 MARITAL STATUS WISE CLASSIFICATION OF THE RESPONDENTS
Table 4.13 presents the marital status wise classification of the respondents.
TABLE 4.13 MARITAL STATUS WISE CLASSIFICATION OF THE RESPONDENTS
Marital status No. of respondents Percentage
Married 62 73.81
Unmarried 22 26.19
Total 84 100
Source: Primary data
Out of 84 respondents, 62 (73.81%) are married and the remaining 22
(26.19%) are unmarried.
Chi square test has been applied to examine marital status wise classification of the respondents. The null hypothesis framed is that there is no significant relationship among the respondents regarding marital status wise classification.
98
TABLE 4.14 MARITAL STATUS WISE CLASSIFICATION OF THE RESPONDENTS CHI SQUARE TEST RESULTS
O E (O-E) (O-E)2 (O-E)2/E
62 42 20 400 9.52381
22 42 -20 400 9.52381
19.05
The calculated value of chi square test = 19.05
Degrees of freedom = 2 -1 = 1
The table value at 5 % level of significance = 3.84
As the calculated value of chi square test (19.05) is more than the table value of chi square test (3.84), the null hypothesis is rejected. Hence, there is a significant relationship among the respondents regarding marital status wise classification.
99
4.13.4.1 Employment details of spouse
Table 4.15 explains the employment details of spouse of the respondents.
TABLE 4.15 EMPLOYMENT DETAILS OF SPOUSE
Employment No. of respondents Percentage
Employed 41 66.13
Unemployed 21 33.87
Total 62 100
Source: Primary data
Out of 62 married employees, 41 (66.13%) of their spouses are employed and the remaining 21 (33.87%) of their spouses are unemployed.
4.13.4.2 Nature of employment of spouse
Table 4.16 explains the nature of employment of the spouses.
Out of 41 employed spouses, 16 (39.02%) are private employees, 13
(31.71%) are self employed, 7 (17.07%) are government employees and 5 (12.20%) belong to others category.
100
TABLE 4.16 NATURE OF EMPLOYMENT OF SPOUSE
Nature No. of respondents Percentage
Government employee 7 17.07
Private employee 16 39.02
Self employed 13 31.71
Others 5 12.20
Total 41 100
Source: Primary data
4.13.5 Family size wise classification of the respondents
Table 4.17 exhibits the family size wise classification of the respondents.
101
TABLE 4.17 FAMILY SIZE WISE CLASSIFICATION OF THE RESPONDENTS
Family size No. of respondents Percentage
Below 4 13 15.48
4-6 54 64.28
Above 6 17 20.24
Total 84 100
Source: Primary data
Out of 84 respondents, 54 (64.28%) have 4-6 members in their family, 17
(20.24%) have above 6 members in their family and 13 (15.48%) have below 4 members in their family.
Chi square test has been applied to examine family size wise classification of the respondents. The null hypothesis framed is that there is no significant relationship among the respondents regarding family size status wise classification.
102
TABLE 4.18 FAMILY SIZE WISE CLASSIFICATION OF THE RESPONDENTS – CHI SQUARE TEST RESULTS
O E (O-E) (O-E)2 (O-E)2/E
13 28 -15 225 8.035714
54 28 26 676 24.14286
17 28 -11 121 4.321429
36.5
The calculated value of chi square test = 36.5
Degrees of freedom = 3 -1 = 2
The table value at 5 % level of significance = 5.99
As the calculated value of chi square test (36.5) is more than the table value of chi square test (5.99), the null hypothesis is rejected. Hence, there is a significant relationship among the respondents regarding family size wise classification.
103
4.13.6 Nature of the family wise classification of the respondents
Table 4.19 shows the nature of the family wise classification of the respondents
TABLE 4.19 NATURE OF THE FAMILY WISE CLASSIFICATION OF THE RESPONDENTS
Nature No. of respondents Percentage
Joint family 19 22.62
Nuclear family 65 77.38
Total 84 100
Source: Primary data
Out of 84 respondents, 65 (77.38%0 belong to nuclear family and 19
(22.62%) come under joint family system.
Chi square test has been applied to examine nature of the family wise classification of the respondents. The null hypothesis framed is that there is no significant relationship among the respondents regarding nature of the family wise classification.
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TABLE 4.20 NATURE OF THE FAMILY WISE CLASSIFICATION OF THE RESPONDENTS – CHI SQUARE TEST RESULTS
O E (O-E) (O-E)2 (O-E)2/E
19 42 -23 529 12.59524
65 42 23 529 12.59524
25.19
The calculated value of chi square test = 25.19
Degrees of freedom = 2 -1 = 1
The table value at 5 % level of significance = 3.84
As the calculated value of chi square test (25.19) is more than the table value of chi square test (3.84), the null hypothesis is rejected. Hence, there is a significant relationship among the respondents regarding nature of the family wise classification.
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4.13.7 Number of dependants wise classification of the respondents
Table 4.21 shows the details about number of dependant’s wise classification of the respondents.
TABLE 4.21 NUMBER OF DEPENDANT’S WISE CLASSIFICATION OF THE RESPONDENTS
Number of dependants No. of respondents Percentage
Below 3 41 48.81
3-6 34 40.48
Above 6 9 10.71
Total 84 100
Source: Primary data
Out of 84 respondents, 41 (48.81%) have below 3 dependants, 34 (40.48%) have 3-6 dependants and 9 (10.71%) have above 6 dependants in their family.
Chi square test has been applied to examine number of dependants wise classification of the respondents. The null hypothesis framed is that there is no significant relationship among the respondents regarding number of dependants wise classification.
106
TABLE 4.22 NUMBER OF DEPENDANT’S WISE CLASSIFICATION OF THE RESPONDENTS – CHI SQUARE TEST RESULTS
O E (O-E) (O-E)2 (O-E)2/E
41 28 13 169 6.036
34 28 6 36 1.286
9 28 -19 361 12.893
20.214
The calculated value of chi square test = 20.214
Degrees of freedom = 3 -1 = 2
The table value at 5 % level of significance = 5.99
As the calculated value of chi square test (20.214) is more than the table value of chi square test (5.99), the null hypothesis is rejected. Hence, there is a significant relationship among the respondents regarding number of dependants wise classification.
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4.13.8 Residential status wise classification of the respondents
Table 4.23 gives the residential status wise classification of the respondents.
TABLE4.23 RESIDENTIAL STATUS WISE CLASSIFICATION OF THE RESPONDENTS
Residential status No. of respondents Percentage
Own house 39 46.43
Rented house 23 27.38
Staff quarters 22 26.19
Total 84 100
Source: Primary data
Out of 84 respondents, 39 (46.43%) are having own houses, 23 (27.38%) are lived in rented houses and 22 (26.19%) are in staff quarters.
Chi square test has been applied to examine residential status wise classification of the respondents. The null hypothesis framed is that there is no significant relationship among the respondents regarding residential status wise classification.
108
TABLE 4.24 RESIDENTIAL STATUS WISE CLASSIFICATION OF THE RESPONDENTS – CHI SQUARE TEST RESULTS
O E (O-E) (O-E)2 (O-E)2/E
39 28 11 121 4.321429
23 28 -5 25 0.892857
22 28 -6 36 1.285714
6.5
The calculated value of chi square test = 6.5
Degrees of freedom = 3 -1 = 2
The table value at 5 % level of significance = 5.99
As the calculated value of chi square test (6.5) is more than the table value of chi square test (5.99), the null hypothesis is rejected. Hence, there is a significant relationship among the respondents regarding residential status wise classification.
4.13.9 Monthly income wise classification of the respondents
Table 4.25 shows the monthly income wise classification of the respondents.
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TABLE 4.25 MONTHLY INCOME WISE CLASSIFICATION OF THE RESPONDENTS
Monthly income (in Rs.) No. of respondents Percentage
Below 4,000 7 8.33
4,000 – 8,000 31 36.90
8,000 – 12,000 30 35.72
Above 12,000 16 19.05
Total 84 100
Source: Primary data
Out of 84 respondents, 31 (36.9%) have earned a monthly income of Rs.
4,000 – Rs. 8,000, 30 (35.72%) have earned a monthly income of Rs.8,000 – Rs.
12,000, 16 (19.05%) have earned a monthly income of above Rs. 12,000 and 7
(8.33%) have earned a monthly income of below Rs. 4,000.
Chi square test has been applied to examine monthly income wise classification of the respondents. The null hypothesis framed is that there is no significant relationship among the respondents regarding monthly income wise classification.
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TABLE 4.26 MONTHLY INCOME WISE CLASSIFICATION OF THE RESPONDENTS – CHI SQUARE TEST RESULTS
O E (O-E) (O-E)2 (O-E)2/E
7 21 -14 196 9.333333
31 21 10 100 4.761905
30 21 9 81 3.857143
16 21 -5 25 1.190476
19.14286
The calculated value of chi square test = 19.14286
Degrees of freedom = 4 -1 = 3
The table value at 5 % level of significance = 7.49
As the calculated value of chi square test (19.14286) is more than the table value of chi square test (7.49), the null hypothesis is rejected. Hence, there is a significant relationship among the respondents regarding monthly income wise classification.
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4.14 MARKETING OF SIDDHA MEDICINE
Marketing is concerned with seven important Ps namely product, price, place, promotion, process, people and physical evidence.
4.14.1 Product
In the siddha group of companies were manufacturing a various types of products. Some important siddha medicines and their uses are as follows:
Abortifacient: Drug that induces expulsion of a non-viable fetus.
Alterative: Medicine that "alter" the morbid or unhealthy process of
nutrition and excretion, restoring in some unknown way, the normal
functions of an organ or of the system without producing any sensible
effect or obvious impression on any of the organs of the body.
Analgesic and Anodyne: A remedy which relieves pain.
Antacid: Drug that counteracts or neutralizes the acidity in the stomach.
Anthelmintic: Any remedy for the destruction or elimination of intestinal
worms.
Antibacterial: Any agent which destroys bacteria.
Antidote: A remedy which counteracts or neutralizes the action of a
poison.
Anti-inflammatory: Any agent which prevents inflammation.
Antipyretic: Any agent which allays or reduces fever.
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Antiseptic: A remedy that arrests or prevents putrification or which
prevents or retards the growth of micro-organisms as long as they remain
in contact with them but not destroy them.
Antispasmodic: Any measure used to relieve spasm occurring in muscle.
Aphrodisiac: An agent which stimulates or increases sexual excitement,
sexual appetite, passion and virile power.
Aromatic: Substances characterized by a fragrant, cordial, spicy taste and
/ or dour and containing volatile oils and stimulates to the gastro intestinal
mucous membrane.
Astringent: Any agent which contracts organic tissue thus lessening
secretion.
Cardiac depressant: Drugs which lessen the activity of heart.
Cardiac stimulant: Drugs which maintain an efficient circulation when the
heart becomes weak to perform its function by improving its activity.
Carminative: Calming or soothing medicines that act by relieving pain in
the stomach and bowel and expel flatulence and gas from the stomach or
intestines by increasing or regulating peristalsis.
Cholagogue: Remedy which stimulates the action of liver, empties the
gall bladder, promoting or increasing the secretion or excretion of bile, and
produces free purgation at the same time.
Demulcent: A slippery, mucilaginous fluid which allays irritation and
sooths inflammation, especially of mucous membranes.
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Deobstruent: A medicine that removes functional obstructions of the
body.
Diaphoretic: An agent which induces diaphoresis(perspiration). It is
milder in action.
Digestive: An agent which assists the stomach and intestine in their
normal functions of promoting digestion of foods.
Diuretic: An agent which increases the flow of urine.
Emmenogogue: These are medicines, which by their stimulating action on
the uterine fiber (a) directly assist in increasing or restoring disordered
menstruation when deficient or absent. (b) by removing the cause of the
suppression, allow the discharge to return.
Emetic: Any agent used to produce vomiting.
Expectorant: A drug which promotes or increases the elimination of
secretion from the respiratory tract by coughing or by sputum.
Galactagogue: An agent inducing or increasing the flow of milk.
Haematinic: Any substance which is required for the production of red
blood cell and the constituents.
Haemostatic: Any agent which arrests bleeding.
Laxative: A mild aperient.
Lithontriptic: A medicine supposed to possess the power of dissolving
urinary calculi, i.e., stone in the urinary bladder.
Nutritive: Nourishing medicines.
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Refrigerant: Medicines having cooling properties on the surface of the
body, or lowering bodily temperature, and which quench thirst, and
medicines which suppress an unnatural heat of the body.
Rubefacient: A substance which when applied to the skin, cause redness.
Sedative: Drug that exerts a soothing effect by lowering functional
activity drug which quiets the nervous system without actually producing
sleep.
Sialogogue: An agent which increases the flow of saliva.
Stimulant: An agent which increases or excites functions.
Stomachic: An agent which increases the appetite and digestion.
Styptic: An astringent applied to stop bleeding.
Tonic: Medicine which permanently increase the tone of the part upon
which they act, as well as improve the entire general tone of the system,
jointly and severally, by stimulating the nutrition.
4.14.2 Price
The price for siddha medicine is not fixed by the marketing agents. It is fixed by the manufacturers of siddha medicine. While fixing prices for the siddha medicine, process costing method is followed. If a product passes through different stages, each distinct and well defined, it is desired to know the cost of production at each stage. In order to ascertain the same, process costing is employed under the separate account is opened for each process.
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4.14.3 Place
Here, ‘place’ represents where the agents market the siddha medicine and way of distributing siddha medicine.
Table 4.27 shows the area in which the agents market the medicines
TABLE 4.27 AREA OF MARKETING
Area No. of respondents Percentage
Within the local area 39 46.43
Other Districts 28 33.33
Other States 17 20.24
Total 84 100
Source: Primary data
Out of 84 respondents, 39 (46.43%) marketed the medicine within the local area, 28 (33.33%) marketed the medicine in other districts and only 17 (20.24%) marketed the medicine in other states.
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Important channels in siddha medicine distribution
The following are the various alternative channels identified in the distribution of siddha medicine in Madurai.
Manufacturer-consumers (District channel)
In Madurai, there are many popular well established producers of siddha medicine. They have more than 20 years of experience in the production process.
They received orders from Madurai or from other states through mail.
Manufacturer – Commission agent – Wholesalers - Retailer – Consumer channel
In this channel, the siddha medicine manufacturers in Madurai use the service of an agent middleman such as eminent selling agent for the initial dispersion of goods. The commission agent procures orders from other districts in Tamilnadu and also from other States in India. The agent in turn distributes the siddha medicine to wholesalers, who in turn sell the siddha medicine to retailers. In Madurai, 80% of the siddha medicine manufacturers depend on agent middlemen only. An agent middleman receives commission on sales from the siddha medicine producers.
Manufacturer – Wholesaler - Retailer – Consumer channel
This is a normal, regular and popular option used in many consumer goods distribution. It is suitable for a siddha medicine producer when (i) Producer has a narrow product line (ii) Producer has limited finance (iii) Wholesalers are specialized and can provide strong promotional support.
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Manufacturer - Retailer – Ultimate consumer
This channel option is preferable to the siddha medicine producers when speed in distribution is essential. However, the siddha medicine manufacturers have to perform functions of a wholesaler such as storage, transport, financing etc.
Sometimes, siddha medicine manufacturers select the retailers as their stockiest.
Manufacturers - wholesalers – Consumer/user
Wholesaler may by-pass retailer when there are large and institutional buyers are available for siddha medicine product.
The channel adopted by siddha producers in Madurai is illustrated in Figure 4.7
Figure 4.7 CHANNEL OPTIONS FOLLOWED IN MADURAI DISTRICT PRODUCERS’
Manufacturers Manufacturers Manufacturers Manufacturers
Consumers Wholesaler Commission agent Retailer
Consumer Consumer Consumer
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4.14.4 Promotion
Promotion is a form of communication with an additional element of persuasion to accept ideas, products and services and hence persuasive communication becomes the heart of promotion, the third element of marketing mix.
In essence, promotion is the spark plug of one marketing mix and an important marketing strategy.
Promotion deals with both personal and impersonal persuasive communication about a product or service. Promotion is that element of the marketing mix, which communicates, informs, persuades, reminds and influences prospective customers in favour of the product or service by using different promotional tools like personal selling, advertising, sales promotion and publicity.
Following are some of the promotion related marketing strategies used by the siddha medicine manufacturers in Madurai.
Personal selling
Personal selling refers to oral face-to-face interaction or conversation between a sales representative and prospective customer for the purpose of making sales. As a marketing communication tool, personal selling is more effective in the trial stage of the purchase process. Due to seller buyer interaction, personal selling alone can provide immediate feedback of information which enables a salesmen to understand properly the buyer’s mind, his problems, his needs and his preference.
Accordingly, the salesman can adjust his message i.e., his sales talk and sales presentation on the basis of the reaction of the prospect. It is said that if the problem of the prospect is well told, the goods become more than half sold.
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Advertisement
Advertising is not only major tool but also a promotional tool in Pharmacy department. The real purpose of advertising is to sell something – a product, a service or merely an idea though effective communication. It is very useful to create maximum interest and offer adequate knowledge for the new product when the innovation is being introduced in the market. Advertising can enhance the morale of the salespeople and dealers thereby securing enthusiastic distribution of products.
Advertising is also employed to promote the bright image of the firm in the society.
Table 4.28 displays the data regarding amount spent for advertisement.
TABLE 4.28 AMOUNT SPENT FOR ADVERTISEMENT
Amount (in Rs.) No. of respondents Percentage
Below 10,000 23 27.38
10,000-20,000 46 54.76
Above 20,000 15 17.86
Total 84 100
Source: Primary data
Out of 84 respondents, 46 (54.76%) have spent Rs. 10,000 – Rs. 20,000, 23
(27.38%) have spent below Rs. 10,000 and 15 (17.86%) have spent above Rs.
20,000 for advertisement.
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4.14.5 Process
Process is an element of the extended marketing mix. A process outlines the procedures and methods to be followed to produce and deliver the siddha medicine.
It also determines the extent of customer involvement and participation required in exchange of goods. Therefore, process explains a series of activities, their sequence and the role to be played by the manufacturers, the intermediaries and the customer.
It plays an important role in determining the quality of production and delivery. The process involved in production and distribution of siddha medicine are as follows:
Purchase of raw materials
Mixing of raw materials
Heating, grinding and powdering of semi finished products
Testing of finished products
Packaging and labelling work
Storing the finished goods in godowns
Appointment of agent for different regions
Distribution of siddha medicine to consumers through agents
4.14.6 People
In marketing of siddha medicine, three types of people are involved. They are manufacturers, marketing agents and consumers.
1. Manufacturers who produce siddha medicine.
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2. Marketing agents who sold the siddha medicine on behalf of the
manufacturers
3. Consumers who buy the siddha medicine from agents.
4.14.7 Physical evidence
Physical evidence is nothing but the environment in which the siddha medicine is delivered and where the marketing agent and customer interact and any tangible commodities that facilitate performance or communication of the exchange.
The importance of physical evidence is ranked by the respondents which are shown in Table 4.29.
TABLE 4.29 IMPORTANCE OF PHYSICAL EVIDENCE
Importance I II III IV V Total
Increased productivity 25 13 23 9 14 84
Creating good impressions 17 21 17 12 17 84
Increased credibility 19 41 7 8 9 84
Differentiation from competitors 10 3 31 16 24 84
Enhance quality management 13 6 6 39 20 84
Total 84 84 84 84 84
Source: Primary data
Weighted ranking technique has been adopted to analyse the importance of physical evidence and the results are given in Table 4.30
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TABLE 4.30 IMPORTANCE OF PHYSICAL EVIDENCE
Total Mean Importance I II III IV V Rank score score
Increased productivity 125 52 69 18 14 278 22.06 II
Creating good 85 84 51 24 17 261 20.71 III impressions
Increased credibility 95 164 21 16 9 305 24.20 I
Differentiation from 50 12 93 32 24 211 16.74 IV competitors Enhance quality 65 24 18 78 20 205 16.26 V management
Total 1260
Source: Primary data
Most of the respondents gave I rank to ‘Increased credibility’ with the mean score of 24.20 followed by ‘Increased productivity’ with the mean score of 22.06.
4.15 SUMMARY
The number of registered manufacturing units for Siddha is very large; there are 3,563 registered manufacturing units. The industry has evolved from its past image. Initially only vaidyas used to prepare medicines at home with the help of mortar and pestle. Later on few pharmacies started preparing around 400 to 600 classical preparations. Then became the modern face of the industry where the focus shifted to the consumer sector. These industries concentrated on few medicines, which are widely used and easier and simple to prepare, and also other herbal products like health supplements, beauty care and other cosmetic products.
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There is a significant relationship among the respondents regarding the socio economic variables viz., education, experience, marital status, family size, number of dependents, nature of the family, residential status and monthly income. There is no significant difference among the respondents regarding their age wise classification.
Marketing is concerned with seven important Ps namely product, price, place, promotion, process, people and physical evidence.
The siddha medicine is considered as a product. The price of siddha medicine is fixed on the basis of process costing method. Most of the respondents marketed the siddha medicine within the local area. In physical distribution, the siddha medicine manufacturers in Madurai use the service of an agent middleman such as sole selling agent for the initial dispersion of goods. The commission agent procures orders from other districts in Tamilnadu and also from other States in India.
Promotion is that element of the marketing mix, which communicates, informs, persuades, reminds and influences prospective customers in favour of the product or service by using different promotional tools like personal selling, advertising, sales promotion and publicity. Process explains a series of activities, their sequence and the role to be played by the manufacturers, the intermediaries and the customer. It plays an important role in determining the quality of production and delivery. In marketing of siddha medicine, three types of people are involved. They are manufacturers, marketing agents and consumers. Most of the respondents considered ‘increased credibility’ as the importance of physical evidence.
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CHAPTER – V
CONSUMERS’ OPINION OF SIDDHA MEDICINE- AN ANALYSIS
5.1 INTRODUCTION:
This chapter deals with their customers attitudes of Siddha products in
Madurai District. The conclusions drawn from this consumer survey would be helps to the Authorities of Siddha Department to formulate effective marketing strategy.
As mentioned earlier for this survey 500 respondents selected at random were contacted and made to respond to the interview schedule given in Appendix-I. In this survey, level of awareness of consumers, types of products purchased and the factors which influenced such purchase and their perceptions towards Siddha products were the important factors subjected to intensive analysis.
According to Mahatma Gandhi's words, "A customer is the most important visitor in our premises. He is not dependent on us, we are dependent on him. He is not an interruption in our work; he is the purpose of it. He is not an outsider to our business, he is part of it. We are not doing him a favour by serving him; he is doing us a favour by giving us an opportunity to do so"
5.2 ANALYTICAL FRAME WORK
The collected data are analyzed with the help of the following statistical tools.
The trend and compound growth is computed for the production of Siddha medicine by adopting the Linear and Semi-log Trend Models and they are as given below:
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Linear Trend Model
Y=a+bt
Semi-log Trend
Log Y= a+bt
Where,
Y = Variable
T= time variable and
a and b are parameters
Method of Least Squares has been followed. The compound growth rate is calculated by using the following formula:
Compound Growth Rate (%) = (antilog b-1) x 100
Correlation is computed to find out the relationship between production and trend values.
The level of satisfaction of the respondents towards usage of Siddha medicine has been classified into three categories viz., low level, medium level and high level, for analytical purpose. Likert’s five point scaling technique has been used to determine the level of satisfaction. If the score values are greater than X +
S.D., it is taken as high level satisfaction towards Siddha medicine. If the score values are less than X - S.D., it is considered as low level satisfaction towards
Siddha medicine. The difference between X + S.D. and X - S.D., is classified as medium level satisfaction towards Siddha medicine.
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Here, X = Arithmetic Mean and
S.D.= Standard Deviation
The level of satisfaction is derived from the mean score values of the 500 respondents. The calculated values of X and S.D. are 20.44 and 5.18 respectively.
Therefore,
X + S.D. = 20.44+5.18 = 26 and above – High level
X - S.D. = 20.44-5.18 = 15 and below – Low level
( X + S.D.) to ( X - S.D.) = 15 to 26 – Medium level
In order to analyze the relationship between employees’ socio economic background and their level of satisfaction towards usage of Siddha medicine, Chi- square test is employed.
(O-E)2 2 = E
Degrees of freedom = (r-1) (c-1)
Where,
O = Observed frequency
E = Expected frequency
r = Number of rows
c = Number of columns
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The calculated value of Chi square test is compared with the table value of
Chi square test at 5% level of significance. If the calculated value of Chi square test is more than the table value, the null hypothesis is rejected and vice versa.
In order to analyze the purpose of preferring particular brand Siddha medicine, the respondents are given five different reasons and asked to rank them.
The Garrett’s Ranking Technique is applied to rank the each method. From these five purposes, the order of rank given by the respondent is converted into the rank by using the following formula:
Percent position = 100 (Rij – 0.5)
Nj
Where,
th th Rij= Rank given for the i reason by the j individuals.
th Nj= Number of reasons ranked by the j respondents.
The above formula is used to find out the percent position of each rank.
Then, for each factor, the scores are added to get the total score and divided by the number of respondents who responded to it, in order to get the mean score. The values of mean scores for all the five purposes are arranged in descending order and the ranks are given to identify the most important purpose.
Regression model has been constructed to anlayse the factors influencing to buy the Siddha medicine.
Opinion score for siddha medicine = a +b1X1+b2X2+ ….+b20X20
a and b are constants
X1 to Xn are independent variables
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5.3 LEVEL OF SATISFACTION TOWARDS THE USAGE OF SIDDHA MEDICINE
The respondents satisfaction level are classified into three categories such as high, medium and low. The respondents who have scored 26 and above come under the category of high level satisfaction, those who scored between 15 and 26 come under the medium level and those who scored 15 and below fall under low level category.
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Table 5.1 shows the distribution of sample consumers according to their level of satisfaction.
TABLE 5.1 DISTRIBUTION OF SAMPLE CONSUMERS ACCORDING TO THEIR LEVEL OF SATISFACTION
Level No. of respondents Percentage
High 167 33.4
Medium 231 46.2
Low 102 20.4
Total 500 100
Source: Primary data
Among the 500 respondents, 231 [46.2%] respondents have medium level of satisfaction towards the consumption of siddha medicine in the study area. Generally the siddha products are activated in their human body slowly. This is the main reason for the satisfaction level is medium. 167 respondents [33.4%] are having high level satisfaction. This type of the respondents is regularly consuming this product and they are knowingly in their significance of the product. Rest of the respondents of
102 is having low level satisfaction. This type of the respondents is not waiting for the reaction of this medicine in their body. They are wanted to get immediate relief from their diseases.
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CHART 5.1 DISTRIBUTION OF SAMPLE CONSUMERS ACCORDING TO THEIR LEVEL OF SATISFACTION
250
200
150 High Medium 100 Low
50
0 No. of respondents
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5.4 DEMOGRAPHIC CHARACTERISTICS OF THE RESPONDENTS
Demographic characteristics bring boundaries in the life of the human beings. It influences the standard of living to a greater extent. Table 5.2 displays the demographic characteristics of the sample respondents.
TABLE 5.2 DEMOGRAPHIC CHARACTERISTICS OF THE RESPONDENTS Socio Economic Variable No. of respondents Percentage Sex Male 346 69.2 Female 154 30.8 Below 18 88 17.6 Age 18-40 102 20.4 (in years) 40-60 147 29.4 Above 60 163 32.6 School level 113 22.6 Graduate 214 42.8 Education Post graduate 98 19.6 Professional 75 15.0 Private sector 104 20.8 Government sector 92 18.4 Occupation Business 132 26.4 Professional 75 15.0 Agriculture 97 19.4 Rural 156 31.2 Place of residence Semi urban 143 28.6 Urban 201 40.2 Below 3 176 35.2 Family size 3-6 234 46.8 Above 6 90 18.0 Married 366 73.2 Marital status Unmarried 134 26.8 Below 5,000 112 22.4 Monthly income 5,000-10,000 139 27.8 (in Rs.) 10,000-15,000 147 29.4 Above 15,000 102 20.4 Source: Primary data
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Out of 500 respondents, 346 (69.2%) are male, 147 respondents are (29.4%) belong to the age group of 40-60 years, 214 consumers' (42.8%) are graduates, 132
(26.4%) are engaged in business, 201 (40.2%) are in urban, 234 (46.8%) have 3-6 members in their family, 366 (73.2%) are married and 147 (29.4%) have earned Rs.
10,000 - Rs. 15,000 per month.
5.5 DEMOGRAPHIC CHARACTERISTICS AND LEVEL OF SATISFACTION TOWARDS THE USAGE OF SIDDHA MEDICINE:
The demographic characteristics of sample respondents shall determine the effectiveness of Siddha medicine and its impact on the health of the consumers. The various socio economic characteristics considered for this study are respondent’s age, sex, marital status, education, place of residence, occupation, family size, monthly income, etc., Hence, an effort has been made by the researcher to study the demographic profile and its relationship with level of satisfaction towards the usage of Siddha medicine.
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5.5.1 Sex and level of satisfaction towards the usage of siddha medicine
Table 5.3 shows the information regarding sex and level of satisfaction towards the usage of siddha medicine
TABLE 5.3 SEX AND LEVEL OF SATISFACTION TOWARDS THE USAGE OF SIDDHA MEDICINE
Level Sex Total High Medium Low
98 156 92 346 Male (28.32) (45.09) (26.59) (100)
69 75 10 154 Female (44.81) (48.70) (6.49) (100)
167 231 102 500 Total (33.4) (46.2) (20.4) (100)
Source: Primary data Note: (Figures in parenthesis are percentages to total)
It could be inferred from Table5.3 that out of 500 respondents, 346 are male and the remaining 154 are female.
Out of the 346 male respondents, 98 (28.32%) have high level satisfaction,
156 (45.09%) have medium level satisfaction and 92 (26.59%) have low level satisfaction towards the usage of siddha medicine. Out of 154 female respondents,
69 (44.81%) have high level satisfaction, 75 (48.7%) have medium level satisfaction and 10 (6.49%) have low level satisfaction towards the usage of siddha medicine.
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In order to analyse the relationship between sex and level of satisfaction towards the usage of siddha medicine, the following null hypothesis is formulated
H0: There exists no significant relationship between sex and level of satisfaction towards the usage of siddha medicine.
Sex and level of satisfaction towards the usage of siddha medicine
Chi square test
Calculated value = 30.06
Table value at 5% level = 5.991
Degrees of freedom = 2
The calculated value and table value of Chi square test at 5% level of significance are 30.06 and 5.991, respectively. As the calculated value (30.06) of
Chi square test is more than the table value (5.991) of Chi square test, the null hypothesis is rejected. Hence, there is a significant relationship between sex and level of satisfaction towards the usage of siddha medicine.
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5.5.2 Age and level of satisfaction towards the usage of siddha medicine
The data regarding age and level satisfaction towards the usage of siddha medicine are presented in Table 5.4.
TABLE 5.4 AGE AND LEVEL OF SATISFACTION TOWARDS THE USAGE OF SIDDHA MEDICINE
Level Age (in years) Total High Medium Low
40 27 21 88 Below 18 (45.45) (30.68) (23.86) (100)
44 44 14 102 18-40 (43.14) (43.14) (13.73) (100)
48 80 19 147 40-60 (32.65) (54.42) (12.93) (100)
35 80 48 163 60 and above (21.47) (49.08) (29.45) (100)
167 231 102 500 Total (33.4) (46.2) (20.4) (100)
Source: Primary data
Note: (Figures in parenthesis are percentages to total)
Out of 500 respondents, 88 respondents belong to the age group of below 18 years, 102 respondents come under the age group of 18-40 years, 147 respondents fall under the age group of 40-60 60 years and 163 respondents belong to the age group of above 60 years.
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Out of 88 respondents who come under the age group of below 18 years, 40
(45.45%) have high level satisfaction, 27 (30.68%) have medium level satisfaction and 21 (23.86%) have low level satisfaction towards the usage of siddha medicine.
Out of 102 respondents who fall under 18-40 years age group, 44 (43.14%) have high level satisfaction, 44 (43.14%) have medium level satisfaction and 14 (13.73%) have low level satisfaction towards the usage of siddha medicine. Out of 147 respondents belong to 40-60 age group, 48 (32.65%) have high level satisfaction, 80
(54.42%) have medium level satisfaction and 19 (12.93%) have low level satisfaction towards the usage of siddha medicine. Out of 163 respondents who fall under above 60 years age group, 35 (21.47%) have high level satisfaction, 80
(49.08%) have medium level satisfaction and 48 (29.45%) have low level satisfaction towards the usage of siddha medicine.
In order to analyse the relationship between age and level of satisfaction towards the usage of siddha medicine, Chi square test has been applied. The null hypothesis is that there is no significant relationship between age and level of satisfaction towards the usage of siddha medicine.
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Age and level of satisfaction towards the usage of siddha medicine
Chi square test
Calculated value = 34.24
Table value at 5% level = 12.592
Degrees of freedom = 6
The calculated value and table value of Chi square test at 5% level of significance are 34.24 and 12.592, respectively. As the calculated value of Chi square test is more than the table value, the null hypothesis is rejected. Hence, there exists a significant relationship between age and level of satisfaction towards the usage of siddha medicine.
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5.5.3 Education and level of satisfaction towards the usage of siddha medicine
Table 5.5 shows the education and level of satisfaction towards the usage of
Siddha medicine.
TABLE 5.5 EDUCATION AND LEVEL OF SATISFACTION TOWARDS THE USAGE OF SIDDHA MEDICINE
Level Education High Medium Low Total
53 49 11 113 School level (46.9) (43.36) (9.73) (100)
59 92 63 214 Graduates (27.57) (42.99) (29.44) (100)
26 46 26 98 Post graduates (26.53) (46.94) (26.53) (100)
29 44 2 75 Professionals (38.67) (58.67) (2.66) (100)
167 231 102 500 Total (33.4) (46.2) (20.4) (100)
Source: Primary data
Note: (Figures in parenthesis are percentages to total)
Table 5.5 reveals a fact that out of 500 respondents, 113 respondents are completed their education up to school level, 214 are graduates, 98 are post graduates and 75 are professionals.
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Out of 113 respondents who completed their education upto school level, 53
(46.9%) have high level satisfaction, 49 (43.36%) have medium level satisfaction and 11 (9.73%) have low level satisfaction towards the usage of siddha medicine.
Out of 214 graduates, 59 (27.57%) have high level satisfaction, 92 (42.99%) have medium level satisfaction and 63 (24.49%) have low level satisfaction towards the usage of siddha medicine. Out of 98 post graduates, 26 (26.53%) have high level satisfaction, 46 (46.94%) have medium level satisfaction and 26 (26.53%) have low level satisfaction towards the usage of siddha medicine. Out of 75 professionals, 29
(38.67%) have high level satisfaction, 44 (58.67%) have medium level satisfaction and 2 (2.66%) have low level satisfaction towards the usage of siddha medicine.
In order to analyse the relationship between education and level of satisfaction towards the usage of siddha medicine, Chi square test has been applied.
The null hypothesis is that there is no significant relationship between education and level of satisfaction towards the usage of siddha medicine.
Education and level of satisfaction towards the usage of siddha medicine: Chi square test
Calculated value = 24.48
Table value at 5% level =12.592
Degrees of freedom = 6
The calculated value and table value of Chi square test at 5% level of significance are 24.48 and 12.592, respectively. As the calculated Chi square value
(24.48) is more than the table value (12.592), the null hypothesis is rejected. Hence, there exists a significant relationship between education and level of satisfaction towards the usage of siddha medicine.
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5.5.4 Occupation and level of satisfaction towards the usage of siddha medicine
Table 5.6 shows the occupation and level of satisfaction of the respondents towards the usage of siddha medicine.
TABLE 5.6 OCCUPATION AND LEVEL OF SATISFACTION TOWARDS THE USAGE OF SIDDHA MEDICINE
Level Occupation Total High Medium Low
35 61 8 104 Private sector (33.65) (58.65) (7.69) (100)
27 44 21 92 Government sector (29.35) (47.82) (22.83) (100)
31 62 39 132 Business (23.48) (46.97) (29.55) (100)
28 26 21 75 Professional (37.33) (34.67) (28) (100)
46 38 13 97 Agriculture (47.42) (39.18) (13.40) (100)
167 231 102 500 Total (33.4) (46.2) (20.4) (100) Source: Primary data
Note: (Figures in parenthesis are percentages to total)
Out of 500 respondents, 104 belong to private sector, 92 come under government sector, 132 are business men, 75 are professionals and 97 are engaged in agricultural activities.
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Out of 104 respondents who belong to private sector, 35 (33.65%) have high level satisfaction, 61 (58.65%) have medium level satisfaction and 8 (7.69%) have low level satisfaction towards the usage of siddha medicine. Out of 92 respondents who come under government sector, 27 (29.35%) have high level satisfaction, 44
(47.82%) have medium level satisfaction and 21 (22.83%) have low level satisfaction towards the usage of siddha medicine. Out of 132 businessmen, 31
(23.48%) have high level satisfaction, 62 (46.97%) have medium level satisfaction and 39 (29.55%) have low level satisfaction towards the usage of siddha medicine.
Out of 75 professionals, 28 (37.33%) have high level satisfaction, 26 (34.67%) have medium level satisfaction and 21 (28%) have low level satisfaction towards the usage of siddha medicine. Out of 97 respondents who are engaged in agriculture, 46
(47.42%) have high level satisfaction, 38 (39.18%) have medium level satisfaction and 13 (13.40%) have low level satisfaction towards the usage of siddha medicine.
In order to analyse the relationship between occupation and level of satisfaction towards the usage of siddha medicine, Chi square test has been applied.
The null hypothesis is that there is no significant relationship between occupation and level of satisfaction towards the usage of siddha medicine.
Occupation and level of satisfaction towards the usage of siddha medicine: Chi square test
Calculated value = 14.71
Table value at 5% level =16.746
Degrees of freedom = 8
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The calculated value and table value of Chi square test at 5% level of significance are 14.71 and 16.746, respectively. As the calculated Chi square value
(14.71) is less than the table value (16.746), the null hypothesis is accepted. Hence, there is no significant relationship between occupation and level of satisfaction towards the usage of siddha medicine.
5.5.5 Place of residence and level of satisfaction towards the usage of siddha medicine
The place of residence and level of satisfaction are tabulated in the table 5.7.
TABLE 5.7 PLACE OF RESIDENCE AND LEVEL OF SATISFACTION TOWARDS THE USAGE OF SIDDHA MEDICINE
Level Place of Total residence High Medium Low
53 80 23 156 Rural (33.97) (51.28) (14.74) (100)
98 24 21 143 Semi urban (68.53) (16.78) (14.69) (100)
16 127 58 201 urban (7.96) (63.18) (28.86) (100)
167 231 102 500 Total (33.4) (46.2) (20.4) (100) Source: Primary data Note: (Figures in parenthesis are percentages to total)
Out of 500 respondents, 156 are in rural area, 143 are in semi urban area and
201 are in urban area.
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Out of 156 respondents who are living in rural area, 53 (33.97%) have high level satisfaction, 80 (51.28%) have medium level satisfaction and 23 (14.74%) have low level satisfaction towards the usage of siddha medicine. Out of 143 respondents who are living in semi urban area, 98 (68.53%) have high level satisfaction, 24
(16.78%) have medium level satisfaction and 21 (14.69%) have low level satisfaction towards the usage of siddha medicine. Out of 201 respondents who are living in urban area, 16 (7.96%) have high level satisfaction, 127 (63.18%) have medium level satisfaction and another 58 (28.86%) have low level satisfaction towards the usage of siddha medicine.
In order to analyse the relationship between place of residence and level of satisfaction towards the usage of siddha medicine, Chi square test has been applied.
The null hypothesis is that there is no significant relationship between place of residence and level of satisfaction towards the usage of siddha medicine.
Place of residence and level of satisfaction towards the usage of siddha medicine: Chi square test
Calculated value = 67.30
Table value at 5% level = 9.49
Degrees of freedom = 4
The calculated value and table value of Chi square test at 5% level of significance are 67.30 and 9.49, respectively. As the calculated Chi square value
(67.30) is more than the table value (9.49), the null hypothesis is rejected. Hence, there exists a significant relationship between place of residence and level of satisfaction towards the usage of siddha medicine.
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5.5.6 Family size and level of satisfaction towards the usage of siddha medicine
The relationship between family size and level of satisfaction are tabulated in
Table 5.8
TABLE 5.8 FAMILY SIZE AND LEVEL OF SATISFACTION TOWARDS THE USAGE OF SIDDHA MEDICINE
Level Family size Total High Medium Low
45 85 46 176 Below 3 (25.57) (48.30) (26.14) (100)
84 107 43 234 3-6 (35.90) (45.73) (18.38) (100)
38 39 13 90 Above 6 (42.22) (43.33) (14.44) (100)
167 231 102 500 Total (33.4) (46.2) (20.4) (100)
Source: Primary data
Note: (Figures in parenthesis are percentages to total)
Out of 500 respondents, 176 have below 3 members in their families, 234 have 3-6 members in their families and 90 have above 6 members in their families.
Out of 176 respondents who have below 3 members in their families, 45
(25.57%) have high level satisfaction, 85 (48.3%) have medium level satisfaction and 46 (26.14%) have low level satisfaction towards the usage of siddha medicine.
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Out of 234 respondents who have 3-6 members in their families, 84 (35.9%) have high level satisfaction, 107 (45.73%) have medium level satisfaction and 43
(18.38%) have low level satisfaction towards the usage of siddha medicine. Out of
90 respondents who have above 6 members in their families, 38 (42.22%) have high level satisfaction, 39 (43.33%) have medium level satisfaction and another 13
(14.44%) have low level satisfaction towards the usage of siddha medicine.
In order to analyse the relationship between family size and level of satisfaction towards the usage of siddha medicine, Chi square test has been applied.
The null hypothesis is that there is no significant relationship between family size and level of satisfaction towards the usage of siddha medicine.
Family size and level of satisfaction towards the usage of siddha medicine
Chi square test
Calculated value = 24.80
Table value at 5% level = 9.49
Degrees of freedom = 4
The calculated value and table value of Chi square test at 5% level of significance are 24.80 and 9.49, respectively. As the calculated Chi square value
(24.80) is more than the table value (9.49), the null hypothesis is rejected. Hence, there exists a significant relationship between family size and level of satisfaction towards the usage of siddha medicine.
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5.5.7 Marital status and level of satisfaction towards the usage of siddha medicine
In our country, marriage is considered as a divine activity. The importance of marriage is known from the proverb that “Marriages are made in Heaven”. Marriage brings responsibilities to the men and women. Table 5.9 exhibits the information regarding marital status and level of satisfaction of the respondents towards the usage of siddha medicine.
TABLE 5.9 MARITAL STATUS AND LEVEL OF SATISFACTION TOWARDS THE USAGE OF SIDDHA MEDICINE
Level Marital Total status High Medium Low
101 187 78 366 Married (27.6) (51.09) (21.31) (100)
66 44 24 134 Unmarried (49.25) (32.84) (17.91) (100)
167 231 102 500 Total (33.4) (46.2) (20.4) (100)
Source: Primary data
Note: (Figures in parenthesis are percentages to total)
It could be inferred from table 5.9 that out of 500 respondents, 366 were married and 134 were unmarried.
Out of 366 married respondents, 101 (27.6%) have high level satisfaction,
187 (51.09%) have medium level satisfaction and 78 (21.31%) have low level
147 satisfaction towards the usage of siddha medicine. Out of 134 unmarried respondents, 66 (49.25%) have high level satisfaction, 44 (32.84%) have medium level satisfaction and 24 (17.91%) have low level satisfaction towards the usage of siddha medicine.
In order to test the relationship between the marital status and the level of satisfaction towards the usage of siddha medicine, Chi square test has been applied.
The null hypothesis is that there is no significant relationship between marital status and level of satisfaction towards the usage of siddha medicine.
Marital status and level of satisfaction towards the usage of siddha medicine
Chi square test
Calculated value = 27.66
Table value at 5% level = 5.991
Degrees of freedom = 2
The calculated value and table value of Chi square test at 5% level of significance are 27.66 and 5.991, respectively. As the calculated value of Chi square test (27.66) is more than the table value (5.991), the null hypothesis is rejected.
Hence, there exists a significant relationship between the marital status and the level of satisfaction towards the usage of siddha medicine.
5.5.8 Monthly income and level of satisfaction towards the usage of siddha medicine
Monetary benefit is the most important influencing factor, which directs the human beings to keep their life style in a fine manner. It has a magical power to
148 change the minds of human beings. Table 5.10 exhibits the data regarding monthly income and level of satisfaction towards the usage of siddha medicine.
TABLE 5.10 MONTHLY INCOME AND LEVEL OF SATISFACTION TOWARDS THE USAGE OF SIDDHA MEDICINE
Level Salary Total (in Rs.) High Medium Low
39 46 27 112 Below 5,000 (34.82) (41.07) (24.11) (100)
51 49 39 139 5,000-10,000 (36.69) (35.25) (28.06) (100)
41 89 17 147 10,000-15,000 (27.89) (60.54) (11.56) (100)
36 47 19 102 Above 15,000 (35.29) (46.08) (18.63) (100)
167 231 102 500 Total (33.4) (46.2) (20.4) (100)
Source: Primary data
Note: (Figures in parenthesis are percentages to total)
It is clear from table 5.10 that out of 500 respondents, 112 have earned below
Rs. 5,000 per month, 139 have earned Rs. 5,000-10,000 per month, 147 have earned
Rs. 10,000 - Rs. 15,000 per month and 102 have earned above Rs. 15,000 per month.
Out of 112 respondents who come under the income group of below Rs.
5,000 per month, 39 (34.82%) have high level satisfaction, 46 (41.07%) have medium level satisfaction and 27 (24.11%) have low level satisfaction towards the
149 usage of siddha medicine. Out of 139 respondents belong to the income group of Rs.
5,000-10,000 per month, 51 (36.69%) have high level satisfaction, 49 (35.25%) have medium level satisfaction and 39 (28.06%) have low level satisfaction towards the usage of siddha medicine. Out of 147 respondents have earned Rs. 10,000 - Rs.
15,000 as monthly salary, 41 (27.89%) have high level satisfaction, 89 (60.54%) have medium level satisfaction and 17 (11.56%) have low level satisfaction towards the usage of siddha medicine. Out of 102 respondents belong to the income group of above Rs. 15,000 per month, 36 (35.29%) have high level satisfaction, 47 (46.08%) have medium level satisfaction and 19 (18.63%) have low level satisfaction towards the usage of siddha medicine.
In order to test the relationship between the monthly income of the respondents and their level of satisfaction towards the usage of siddha medicine, Chi square test has been applied. The null hypothesis is that there is no significant relationship between the monthly income of the respondents and their level of satisfaction towards the usage of siddha medicine.
Monthly income and level of satisfaction towards the usage of siddha medicine:
Chi square test
Calculated value = 96.11
Table value at 5% level = 12.592
Degrees of freedom = 6
The calculated value and table value of Chi square test at 5% level of significance amount to 96.11 and 12.592, respectively. As the calculated Chi-square
150 value (96.11) is more than the table value (12.592), the null hypothesis is rejected.
Hence, there exists a significant relationship between monthly income and level of satisfaction towards the usage of siddha medicine.
5.6 SOURCE OF AWARENESS ABOUT SIDDHA MEDICINE
The knowledge about Siddha medicine may be obtained from sales representatives, friends, relatives, media, Siddha doctors, family allopathic doctors, internet and television. Table 5.11 displays the source of awareness about Siddha medicine.
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TABLE 5.11 SOURCE OF AWARENESS ABOUT SIDDHA MEDICINE
No. of Source Percentage respondents
Sales representatives 74 14.8
Friends and relatives 71 14.2
Media 52 10.4
Users of siddha 185 37
Family allopathic doctors 43 8.6
Internet 34 6.8
Television 41 8.2
Total 500 100
Source: Primary data
Out of 500 respondents, 185 (37%) came to know about Siddha medicines from users of siddha product, 74 (14.8%) acquired the information from sales representatives, 71 (14.2%) collected the data from friends and relatives, 52 (10.4%) gathered details about media, 43 (8.6%) obtained the data from family allopathic doctors, 41 (8.2%) collected information from television and 34 (6.8%) came to know from internet.
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CHART 5.2 SOURCE OF AWARENESS ABOUT SIDDHA MEDICINE 200 Sales representatives 180
160 Friends and relatives 140 120 Media 100 Users of Siddha 80
60 Family allopathic doctors 40 20 Internet 0 Television No. of respondents
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5.7 DURATION OF USING SIDDHA MEDICINE
The respondents may use Siddha medicine from the beginning or switched over from auyurvedic medicines or from homeopathic, unani medicines and allopathic. Table 5.12 tabulates the duration of using Siddha medicine.
TABLE 5.12 DURATION OF USING SIDDHA MEDICINE
No. of Duration Percentage respondents
From the beginning 141 28.2
Switched over from auyurvedic medicines 102 20.4
Switched over from homeopathic and unani 53 10.6 medicines
Switched over from the allopathic 204 40.8
Total 500 100
Source: Primary data
Out of 500 respondents, 204 (40.8) % switched over from the allopathic medicine, 141 (28.2)5 used Siddha medicine from the beginning, 102 (20.4%) switched over from auyurvedic medicines and 53 (10.6%) switched over from homeopathic and unani medicines.
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5.8 USAGE OF SIDDHA MEDICINE FOR A WHOLE FAMILY
Table 5.13 shows whether the Siddha medicine is used by the whole family or not.
TABLE 5.13 USAGE OF SIDDHA MEDICINE FOR A WHOLE FAMILY
No. of Usage Percentage respondents
Yes 319 63.8
No 181 36.2
Total 500 100
Source: Primary data
It is observed from Table 4.13 that out of 500 respondents, 319 (63.8%) used the Siddha medicine for a whole family and the remaining 181 (36.2%) do not used the Siddha medicine for a whole family.
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5.9 PREFERENCE OF SIDDHA MEDICINE
Some respondents use the Siddha medicine for both minor and major diseases while other uses it for only minor disease. Table 5.14 exhibits the preference of Siddha medicine.
TABLE 5.14 PREFERENCE OF SIDDHA MEDICINE
No. of Preference Percentage respondents
Minor disease 139 27.8
Major disease 127 25.4
Both minor and major disease 234 46.8
Total 500 100
Source: Primary data
Out of 500 respondents, 234 (46.8%) used Siddha medicine for both minor and major diseases, 139 (27.8%) used Siddha medicine for minor diseases and 127
(25.4%) used it for major diseases.
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CHART 5.3 PREFERENCE OF SIDDHA MEDICINE
250 Minor disease 200 150 100 Major disease 50 0 Minor disease Both minor and major disease No. of respondents
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5.10 PLACE OF PURCHASE OF SIDDHA MEDICINE
The Siddha medicines may be purchased from Siddha medical agencies,
Siddha medical shops, Siddha medical practitioners and manufacturers of Siddha medicines. Table 5.15 depicts the place of purchase of Siddha medicines.
TABLE 5.15 PLACE OF PURCHASE OF SIDDHA MEDICINE
No. of Place Percentage respondents
Siddha medical agencies 97 19.4
Siddha medical shops 108 21.6
Siddha medical practitioners 165 33
Manufacturers of Siddha medicines 130 26
Total 500 100
Source: Primary data
Out of 500 respondents, 165 (33%) purchased Siddha medicines from Siddha medical practitioners, 130 (26%) procured Siddha medicines from manufacturers of
Siddha medicines, 108 (21.6%) obtained Siddha medicines from Siddha medical shops and 97 (19.4%) got Siddha medicines from Siddha medical agencies.
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CHART 5.4 PLACE OF PURCHASE OF SIDDHA MEDICINE
180 160 Siddha medical agencies 140 120 Siddha medical shops 100 80 Siddha medical practitioners 60 Manufacturers of Siddha 40 medicines 20 0 No. of respondents
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5.11 REGULAR USE OF SIDDHA MEDICINE
Table 5.16 displays the details of the respondents about whether they use siddha medicine regularly or not.
TABLE 5.16 REGULAR USE OF SIDDHA MEDICINE
No. of Regular usage Percentage respondents
Yes 374 74.8
No 126 25.2
Total 500 100
Source: Primary data
Out of 500 respondents, 374 (74.8%) used the siddha medicine regularly and the remaining 126 (25.2%) do not used the siddha medicine regularly.
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CHART 5.5 REGULAR USE OF SIDDHA MEDICINE
400 350 300 250 200 Yes 150 No 100 50 0 No. of respondents
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5.12 TYPES OF BRAND AVAILABLE IN THE MARKET
In the market, the available siddha medicine brands are IMCOPS,
TAMCOL, Lakshmi Seva, Sanjeevi Pharma, Curo Pharma / Molar Remedy and
Raja Siddha / Gajendra. Table 5.17 shows the types of brand available in the market.
TABLE 5.17 TYPES OF BRAND AVAILABLE IN THE MARKET
No. of Brand name Percentage respondents
IMCOPS 68 13.6
TAMCOL 70 14
Lakshmi Seva 45 9
Sanjeevi Pharma 104 20.8
Curo Pharma 88 17.6
Molar Remedy 71 14.2
Raja Siddha / Gajendra 54 10.8
Total 500 100
Source: Primary data
Out of 500 respondents, 104 (20.8%) acquired Sanjeevi Pharma, 88 (17.6)% liked Curo Pharma brand, 71 (14.2%) wanted Molar Remedy brand, 70 (14%) procured TAMCOL brand, 68 (13.6%) liked IMCOPS, 54 (10.8%) preferred Raja siddha/Gajendra brand and 45 (9%) acquired Lakshmi Seva.
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CHART 5.6 TYPES OF BRAND AVAILABLE IN THE MARKET
120
100 IMCOPS 80 TAMCOL Lakshmi Seva 60 Sanjeevi Pharma 40 Curo Pharma Molar Remedy 20 Raja Siddha / Gajendra
0 No. of respondents
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5.12.1 Reasons for preferring particular brand of siddha medicine
The respondents prefer particular brand of siddha medicine due to efficacy, brand name, packing, pricing and promotional offer.
TABLE5.18 REASONS FOR PREFERRING PARTICULAR BRAND OF SIDDHA MEDICINE
Reasons 1 2 3 4 5 Total
Efficacy 197 164 76 44 19 500
Brand Name 69 74 102 139 116 500
Packaging 61 76 120 108 135 500
Pricing 45 95 115 144 101 500
Promotional Offer 128 91 87 65 129 500
Total 500 500 500 500 500
Source: primary data
The reasons for preferring particular brand siddha medicine has been analyzed by using Garrett’s ranking technique and the results are given in table 5.19.
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CHART 5.7 REASONS FOR PREFERRING PARTICULAR BRAND OF SIDDHA MEDICINE
5 Efficacy
4 Brand Name
3 Packaging Ranking 2 Pricing
1 Promotional Offer 0 200 400 600
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TABLE 5.19 REASONS FOR PREFERRING PARTICULAR BRAND OF SIDDHA MEDICINE – GARRETT’S RANKING TECHNIQUE
Reasons Mean score Rank
Efficacy 72.69 I
Brand Name 56.06 II
Packaging 38.25 V
Pricing 39.59 IV
Promotional Offer 42.41 III
Source: Primary data
Most of the respondents gave I rank to ‘Efficacy’ with the mean score of
72.69 followed by ‘Brand Name’ with the mean score of 56.06. III rank goes to
‘Promotional offer’; IV rank is obtained by ‘Pricing’ and ‘packaging’ got V rank.
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5.13 TIME INTERVAL FOR BUYING SIDDHA MEDICINE
Table 5.20 shows the time interval for buying siddha medicine.
TABLE 5.20 TIME INTERVAL FOR BUYING SIDDHA MEDICINE
No. of Time interval Percentage respondents
As and when required 214 42.8
Every week 68 13.6
Every fortnight 88 17.6
Every month 130 26
Total 500 100
Source: Primary data
Out of 500 respondents, 214 (42.8%) bought the siddha medicine as and when required, 130 (26%) procured the siddha medicine every month, 88 (17.6%) purchased the siddha medicine every fortnight and 68 (13.6%) acquired the siddha medicine every week.
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CHART 5.8 TIME INTERVAL FOR BUYING SIDDHA MEDICINE
250
200
As and when required 150 Every week Every fortnight 100 Every month
50
0 No. of respondents
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5.14 FACTORS INFLUENCING THE BUYING DECISION OF SIDDHA MEDICINE
Table 5.21 displays the factors influencing the buying decision of Siddha medicine.
TABLE 5.21 FACTORS INFLUENCING THE BUYING DECISION OF SIDDHA MEDICINE Mode- Not at Stan- Most Quite Least rate all Mean dard Factors satis- satis- satis- satis- satis- score devi- fying fying fying fying fying ation Doctor’s 133 111 92 88 76 327.4 4.9 prescription Recommended by 141 146 97 45 71 348.2 6.38 relatives No side effects 112 128 139 51 70 332.2 8.12 Low price 124 140 95 116 25 344.4 8.17 Permanent cure 114 74 105 47 160 287 8.27 Product quality 131 137 48 69 115 320 7.5 Curative value 102 116 157 101 24 334.2 7.8 Reputed company 91 118 124 105 62 314.2 8.4 Curiosity to buy 109 161 58 58 114 318.6 8.19 new product Easy availability 111 107 159 103 20 337.2 7.53 Personal 165 128 133 22 52 366.4 8.11 impression Advertisement 109 205 45 55 86 339.2 8.3 Brand image 45 155 92 64 144 278.6 7.19 Relief from stress 97 55 169 136 43 305.4 7.86 Fast curative 58 131 172 69 70 307.6 8.41 properties Good value for 84 99 98 86 133 283 8.77 money Short period use 106 148 76 91 79 322.2 8.13 More effective than allopathic 159 36 93 78 134 301.6 8.57 medicines Feeling of well 127 80 101 48 144 299.6 5.91 being Good packaging 95 132 103 67 103 309.8 7.97 Source: Primary data
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For Siddha medicine users, the first ranked important variable with a score of
8.77 was ‘Good value for money’ followed by more effective with a mean score of
8.57. The third position is obtained by the variable ‘Fast curative properties’ (8.41).
Regression model summary
Table 5.22 exhibits the regression model summary for factors influencing to buy Siddha medicine.
TABLE 5.22 REGRESSION MODEL SUMMARY
R Source of Sum of Mean R Df F Sig. square variation squares square
0.940 0.455 Regression 762.562 20 38.128 62.017 .000
Residual 501.403 670 0.749
Total 805.307 690
Source: Primary data
Opinion score for siddha medicine = a +b1X1+b2X2+ ….+b20X20
The power of the regression model is represented by R Square is a healthy
0.576 and the F test of the model shows that the significance of the model is high as the significance of F is .000 which is less than .05.
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Table 5.23 depicts the regression coefficient for estimation of factors influencing to prefer Siddha medicine.
TABLE 5.23 REGRESSION COEFFICIENT FOR ESTIMATION OF FACTORS INFLUENCING TO PREFER SIDDHA MEDICINE
Unstandardised Standardized co-efficients coefficients Factors t Sig. Std. B Beta Error constant 5.481 0.429 16.528 0.000 Doctor’s -0.041 0.061 -0.070 2.624 0.061 prescription Recommended by -0.040 0.033 -0.057 2.270 0.240 relatives No side effects -0.311 0.059 -0.0388 10.814 0.000 Low price -0.037 0.042 -0.052 2.327 0.224 Permanent cure -0.075 0.073 -0.110 4.172 0.002 Product quality 0.042 0.036 0.051 2.621 0.432 Curative value 0.174 0.028 0.256 5.734 0.000 Reputed company 0.107 0.017 0.231 3.614 0.010 Curiosity to buy 0.342 0.049 0.142 11.524 0.000 new product Easy availability 0.267 0.061 0.351 2.592 0.139 Personal impression 0.189 0.024 0.002 5.838 0.000 Advertisement 0.197 0.011 0.267 2.026 0.056 Brand image 0.967 0.094 0.062 4.856 0.000 Relief from stress 0.298 0.090 0.214 2.39 0.198 Fast curative 0.063 0.067 0.072 6.278 0.000 properties Good value for 0.187 0.098 0.269 10.104 0.000 money Short period use 0.064 0.075 0.062 1.153 0.967 More effective than -0.225 0.042 0.455 6.018 0.000 allopathic medicines Feeling of well 0.051 0.035 0.057 2.469 0.175 being Good packaging -0.630 0.051 0.015 4.840 0.000 Source: Primary data
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The model’s t test shows that the predictors namely no side effects, no curative value, fast curative properties, brand image, personal impression, curiosity to buy new products, good value for money, more effective than allopathic medicines, good packaging are statistically significant at 95% confidence as their significance level are less than 0.05.
5.15 SUMMARY
Consumers are the success of the business. The business who satisfies the consumer can win the target. Siddha medicine is not an exception to this. There is a significant relationship between socio economic profile of the respondents viz sex, age, education, place of residence, family size, marital status and monthly income and their level of satisfaction towards the usage of Siddha medicine. Most of the respondents preferred a particular brand of Siddha medicine for efficacy.
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CHAPTER - VI
DISCUSSION AND FINDINGS
This chapter summarizes the discussion about the evolution of siddha product and findings of the analysis.
6.1 EVOLUTION OF SIDDHA MEDICINE
Siddha means achievement or perfection. Siddha is the most ancient system of medicines in the world of Indian origin. It is born and practiced exclusively in
Tamilnadu and the Southern part of Telegu Desam which is neighboring state. It is the medical science comprising with it, all kinds of sciences as Alchemy,
Philosophy, Yoga, Mantra and Astrology. If any reader opens books on Siddha, he will naturally find all the above said sciences mixed up along with medicine. It is a natural medicine and has natural remedies for any ailments. The curing of ailments is slow but remedy is permanent without having any side effect clinical reactions.
Because every Siddha medicine is a combination of different kind of herbs, plants, minerals, metals, salts and organic substances. The unique nature of the system is continuous service to humanity for more than five thousand years in combating diseases and maintaining physical, mental and moral health.
6.2 PRODUCTION OF SIDDHA MEDICINE
The Siddha Medical system was founded by a group of spiritual people called 18 Siddhars, (already mentioned in Chapter I) who were spiritually enlightened persons. The Word Siddhars is derived from “Siddhi” which means
“Eternal Bliss”. The Siddhars by their spiritual and Yogic Practices attained immense knowledge and experience in Vaithiyam (Medicine), Vatham (Alchemy),
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Jothidam (Astrology), Manthrigam (Thanthric practices), Yogam (Meditation and
Yogic exercises), Gnanam (Knowledge about the Almighty). The Concept of the
Siddhars is the “Food is the Medicine, Medicine is the Food” (Unave Marunthu,
Marunthe Unuvu), Sound Mind makes the Sound Body (Manamathu Semmaiaanal
Manthiram Sebika Vendaam).
The medicinal plants or herbs are obtained from the farmers who cultivate on their farms on contract basis or on their own. These contracts are generally given to them by companies to ensure the supply and quality of raw materials. Recently government research institutes and other research institutes have started growing medicinal plants in the ethno botanical garden maintained by them for this purpose and for the purpose of conserving some of the extinct species. The tribal people or the persons who have sufficient knowledge about the plants collect many herbs and plants. The knowledge of the plants and its products are based on indigenous knowledge called “Dravya Guna Shastra”. The plants are studied on the basis of taste, metabolic properties, qualities, biological effect and potency.
The manufacturers have to carry out the research and development activities mainly constitute investigating existing formulation, coming up with new products and quality testing for standardization of the raw materials and finished products.
The unorganized sector comprises of small manufacturers who are involved in production with not really sophisticated machinery and the process of manufacturing is historically developed.
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The production value of Siddha medicine at global level was fluctuated during the whole study period. But it has increased from Rs. 10, 89,231 in 2002-03 to Rs. 26, 00,103 in 2011-12. The growth rate of production value was 2.38 times.
The production value of Siddha Medicine in India was increased from Rs.
6,44,053 in 2002-2003 to Rs. 22.03,199 in 2011-12. The growth rate of production value was nearly 3.50 times during the study period.
The production performance of Siddha medicine in Tamilnadu has been increased from Rs. 5, 31,955 in 2002-03 to Rs. 20, 06,750 in 2011-12. The growth was 3.77 times during the decade.
The production performance of Siddha medicine in Madurai district value has shown continues growth through the study period. The value was increased from Rs. 3,24,840 in 2002-03 to Rs. 19, 52,429 in 2011-12. The growth was 6 times during the decade.
6.3 MARKETING PRACTICES OF SIDDHA MEDICINE
In the marketing of Pharmaceutical products, the manufacturers are following the personal selling method. There is no exception to the Siddha products.
In this sense, the researcher has collected the information from the marketing agents regarding to know the marketing practices of Siddha medicines in Madurai district.
Generally, most of the manufactures of Siddha medicine and medical shop owners are acting as agents of the Siddha products. The researcher has conduct 84
Siddha medicine agents for his study.
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Marketing is concerned with seven important Ps namely product, price, place, promotion, process, people and physical evidence.
The Siddha medicine is considered as a product. The price of Siddha medicine is fixed on the basis of process costing method.
The ‘place’ represents where the agents market the Siddha medicine and way of distributing Siddha medicine. Out of 84 respondents, 39 (46.43%) marketed the medicine within the local area, 28 (33.33%) marketed the medicine in other districts and only 17 (20.24%) marketed the medicine in other states. Most of the respondents marketed the Siddha medicine within the local area. In physical distribution, the
Siddha medicine manufacturers in Madurai use the service of an agent middleman such as sole selling agent for the initial dispersion of goods. The commission agent procures orders from other districts in Tamilnadu and also from other States in India.
Promotion is that element of the marketing mix, which communicates, informs, persuades, reminds and influences prospective customers in favor of the product or service by using different promotional tools like personal selling, advertising, sales promotion and publicity. Process explains a series of activities, their sequence and the role to be played by the manufacturers, the intermediaries and the customer. It plays an important role in determining the quality of production and delivery. In marketing of Siddha medicine, three types of people are involved. They are manufacturers, marketing agents and consumers. Most of the respondents considered ‘increased credibility’ as the importance of physical evidence.
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6.4 CONSUMERS’ OPINION TOWARDS SIDDHA MEDICINE
This chapter deals with their consumers’ opinion of Siddha products in
Madurai District. The researcher has contacted 500 respondents at random sampling method with the structured schedule questionnaire.
Level of Satisfaction towards the Usage of Siddha Medicine
Consumers are the success of the business. The business who satisfies the consumer can win the target. Siddha medicine is not an exception to this. There is a significant relationship between socio economic profile of the respondent’s viz., sex, age, education, place of residence, family size, marital status and monthly income and their level of satisfaction towards the usage of Siddha medicine. Most of the respondents preferred a particular brand of Siddha medicine for efficacy.
Out of 500 respondents, 346 (69.2%) are male, 147 respondents are (29.4%) belong to the age group of 40-60 years, 214 consumers' (42.8%) are graduates, 132
(26.4%) are engaged in business, 201 (40.2%) are in urban, 234 (46.8%) have 3-6 members in their family, 366 (73.2%) are married and 147 (29.4%) have earned Rs.
10,000 - Rs. 15,000 per month.
Out of the 346 male respondents, 98 (28.32%) have high level satisfaction,
156 (45.09%) have medium level satisfaction and 92 (26.59%) have low level satisfaction towards the usage of Siddha medicine. Out of 154 female respondents,
69 (44.81%) have high level satisfaction, 75 (48.7%) have medium level satisfaction and 10 (6.49%) have low level satisfaction towards the usage of Siddha medicine.
Out of 88 respondents who come under the age group of below 18 years,
40 (45.45%) have high level satisfaction, 27 (30.68%) have medium level
177 satisfaction and 21 (23.86%) have low level satisfaction towards the usage of Siddha medicine. Out of 102 respondents who fall under 18-40 years age group,
44 (43.14%) have high level satisfaction, 44 (43.14%) have medium level satisfaction and 14 (13.73%) have low level satisfaction towards the usage of Siddha medicine. Out of 147 respondents belong to 40-60 age group, 48 (32.65%) have high level satisfaction, 80 (54.42%) have medium level satisfaction and 19 (12.93%) have low level satisfaction towards the usage of Siddha medicine. Out of 163 respondents who fall under above 60 years age group, 35 (21.47%) have high level satisfaction,
80 (49.08%) have medium level satisfaction and 48 (29.45%) have low level satisfaction towards the usage of Siddha medicine.
Out of 113 respondents who completed their education upto school level,
53 (46.9%) have high level satisfaction, 49 (43.36%) have medium level satisfaction and 11 (9.73%) have low level satisfaction towards the usage of Siddha medicine.
Out of 214 graduates, 59 (27.57%) have high level satisfaction, 92 (42.99%) have medium level satisfaction and 63 (24.49%) have low level satisfaction towards the usage of Siddha medicine. Out of 98 post graduates, 26 (26.53%) have high level satisfaction, 46 (46.94%) have medium level satisfaction and 26 (26.53%) have low level satisfaction towards the usage of Siddha medicine. Out of 75 professionals,
29 (38.67%) have high level satisfaction, 44 (58.67%) have medium level satisfaction and 2 (2.66%) have low level satisfaction towards the usage of Siddha medicine.
Out of 104 respondents who belong to private sector, 35 (33.65%) have high level satisfaction, 61 (58.65%) have medium level satisfaction and 8 (7.69%) have low level satisfaction towards the usage of Siddha medicine. Out of 92 respondents
178 who come under government sector, 27 (29.35%) have high level satisfaction,
44 (47.82%) have medium level satisfaction and 21 (22.83%) have low level satisfaction towards the usage of Siddha medicine. Out of 132 businessmen,
31 (23.48%) have high level satisfaction, 62 (46.97%) have medium level satisfaction and 39 (29.55%) have low level satisfaction towards the usage of Siddha medicine. Out of 75 professionals, 28 (37.33%) have high level satisfaction,
26 (34.67%) have medium level satisfaction and 21 (28%) have low level satisfaction towards the usage of Siddha medicine. Out of 97 respondents who are engaged in agriculture, 46 (47.42%) have high level satisfaction, 38 (39.18%) have medium level satisfaction and 13 (13.40%) have low level satisfaction towards the usage of Siddha medicine.
Out of 156 respondents who are living in rural area, 53 (33.97%) have high level satisfaction, 80 (51.28%) have medium level satisfaction and 23 (14.74%) have low level satisfaction towards the usage of Siddha medicine. Out of 143 respondents who are living in semi urban area, 98 (68.53%) have high level satisfaction, 24
(16.78%) have medium level satisfaction and 21 (14.69%) have low level satisfaction towards the usage of Siddha medicine. Out of 201 respondents who are living in urban area, 16 (7.96%) have high level satisfaction, 127 (63.18%) have medium level satisfaction and another 58 (28.86%) have low level satisfaction towards the usage of Siddha medicine.
Out of 176 respondents who have below 3 members in their families, 45
(25.57%) have high level satisfaction, 85 (48.3%) have medium level satisfaction and 46 (26.14%) have low level satisfaction towards the usage of Siddha medicine.
Out of 234 respondents who have 3-6 members in their families, 84 (35.9%) have
179 high level satisfaction, 107 (45.73%) have medium level satisfaction and 43
(18.38%) have low level satisfaction towards the usage of Siddha medicine. Out of
90 respondents who have above 6 members in their families, 38 (42.22%) have high level satisfaction, 39 (43.33%) have medium level satisfaction and another 13
(14.44%) have low level satisfaction towards the usage of Siddha medicine.
Out of 366 married respondents, 101 (27.6%) have high level satisfaction,
187 (51.09%) have medium level satisfaction and 78 (21.31%) have low level satisfaction towards the usage of Siddha medicine. Out of 134 unmarried respondents, 66 (49.25%) have high level satisfaction, 44 (32.84%) have medium level satisfaction and 24 (17.91%) have low level satisfaction towards the usage of
Siddha medicine.
Out of 112 respondents who come under the income group of below Rs.
5,000 per month, 39 (34.82%) have high level satisfaction, 46 (41.07%) have medium level satisfaction and 27 (24.11%) have low level satisfaction towards the usage of Siddha medicine. Out of 139 respondents belong to the income group of Rs.
5,000-10,000 per month, 51 (36.69%) have high level satisfaction, 49 (35.25%) have medium level satisfaction and 39 (28.06%) have low level satisfaction towards the usage of Siddha medicine. Out of 147 respondents have earned Rs. 10,000 - Rs.
15,000 as monthly salary, 41 (27.89%) have high level satisfaction, 89 (60.54%) have medium level satisfaction and 17 (11.56%) have low level satisfaction towards the usage of Siddha medicine. Out of 102 respondents belong to the income group of above Rs. 15,000 per month, 36 (35.29%) have high level satisfaction, 47 (46.08%) have medium level satisfaction and 19 (18.63%) have low level satisfaction towards the usage of Siddha medicine.
180
Sources of Awareness about Siddha Medicine
Out of 500 respondents, 185 (37%) came to know about Siddha medicines from users of siddha, 74 (14.8%) acquired the information from sales representatives, 71 (14.2%) collected the data from friends and relatives, 52 (10.4%) gathered details about media, 43 (8.6%) obtained the data from family allopathic doctors, 41 (8.2%) collected information from television and 34 (6.8%) came to know from internet.
Duration of Using Siddha Medicine
Out of 500 respondents, 204 (40.8) % switched over from the allocpathic medicine, 141 (28.2)5 used Siddha medicine from the beginning, 102 (20.4%) switched over from auyurvedic medicines and 53 (10.6%) switched over from homeopathic and unani medicines.
Usage of Siddha Medicine for A Whole Family
Out of 500 respondents, 319 (63.8%) used the Siddha medicine for a whole family and the remaining 181 (36.2%) do not used the Siddha medicine for a whole family.
181
Preference of Siddha Medicine
Out of 500 respondents, 234 (46.8%) used Siddha medicine for both minor and major diseases, 139 (27.8%) used Siddha medicine for minor diseases and 127
(25.4%) used it for major diseases.
Place of Purchase of Siddha Medicine
Out of 500 respondents, 165 (33%) purchased Siddha medicines from Siddha medical practitioners, 130 (26%) procured Siddha medicines from manufacturers of
Siddha medicines, 108 (21.6%) obtained Siddha medicines from Siddha medical shops and 97 (19.4%) got Siddha medicines from Siddha medical agencies.
Regular Usage of Siddha Medicine
Out of 500 respondents, 374 (74.8%) used the Siddha medicine regularly and the remaining 126 (25.2%) do not used the Siddha medicine regularly.
Types of Brand Available in the Market
Out of 500 respondents, 104 (20.8%) acquired Sanjeevi Pharma, 88 (17.6)% liked Curo Pharma brand, 71 (14.2%) wanted Molar Remedy brand, 70 (14%) procured TAMCOL brand, 68 (13.6%) liked IMCOPS, 54 (10.8%) preferred Raja
Siddha/Gajendra brand and 45 (9%) acquired Lakshmi Seva.
Reasons for preferring particular brand Siddha medicine
The reasons for preferring particular brand Siddha medicine has been analyzed by using Garrett’s ranking technique and the results are: Most of the respondents gave I rank to ‘Efficacy’ with the mean score of 72.69 followed by
182
‘Brand Name’ with the mean score of 56.06. III rank goes to ‘Promotional offer’; IV rank is obtained by ‘Pricing’ and ‘packaging’ got V rank.
Time Interval for Buying Siddha Medicine
Out of 500 respondents, 214 (42.8%) bought the Siddha medicine as and when required, 130 (26%) procured the Siddha medicine every month, 88 (17.6%) purchased the Siddha medicine every fortnight and 68 (13.6%) acquired the Siddha medicine every week.
Factors influencing the buying decision of Siddha medicine
For Siddha medicine users, the first ranked important variable with a score of
8.77 was ‘Good value for money’ followed by more effective with a mean score of
8.57. The third position is obtained by the variable ‘Fast curative properties’ (8.41).
183
CHAPTER - VII
CONCLUSION AND RECOMMENDATIONS
This chapter deals with the conclusion and some recommendations for improving the performances of Siddha medicine in the market.
CONCLUSION
The traditional system of Siddha medicine has become popular all over the globe because of the curative property, less toxic and no side effect. Herbal remedies are more acceptable prescription as compared to the synthetic medicines. The mode of preparation and the plants used in traditional medicine vary from place to place, and incur heavy expenditure, because the collection of herbs are mostly available only in the hills, forest and cultivating lands. Hence, it is suggested that the
Government should allocate funds for the cultivation of traditional system of medicine and also to protect by way of creating awareness among the public at large for the welfare of the common people.
RECOMMENDATIONS
The rare collection of Siddha medicines never give any side effect like
allopathic. Hence, the Government of Tamilnadu should create awareness
and protect properly the rarest palm leaf written by eighteen Siddhars.
Majority of the respondents take the Siddha medicines without consulting
authorized Siddha doctors. Hence, Siddha doctors association should
create awareness among the public.
The consumer opinion regarding that the cost of Siddha medicines is very
high when compared to allopathic medicines. Hence, it is suggested that
184
the Government may allow tax exemption to their product at
affordable cost.
While analyzing the problem faced by the Siddha medical practitioners, it
was noted that more number of unqualified persons were practicing Siddha
and giving treatment to the patients and thereby endanger the life of
consumer. In order to avoid the situation, the Government should
frequently check and take necessary action against fake Siddha
practitioners.
While analyzing the promotional activity, majority of the respondents
preferred price reduction and credit facilities. It is suggested that the
manufacturer may provide short term credit facility to the dealers and
retailers and also price reduction policy may be initiated by providing
special offer.
The overall analysis of marketing practices revealed that retailers
experience low level satisfaction and distributors’ medium level
satisfaction. In order to achieve the high level of satisfaction, the existing
marketing practices may be implemented through professionally
implementation of Seven P’s of marketing mix.
While analyzing the major problems of the distributors and retailers in the
marketing of Siddha Medicines, it was identified that demanding huge
amount as deposits was the major problem. Hence, it is suggested that the
manufacturer may reduce the deposits amount to create more distributors
and retailers in Tamil Nadu.
185
Non-availability of Siddha medicines within the time should be taken up
by the manufacturing centre. The Siddha products should be supplied on
time without delay.
Manufacturers’ of Siddha products opined that the cost of Siddha medicine
is very high. Hence, the government should give subsidy for the Siddha
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WEBSITE:
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vii
APPENDIX – I
A Study on the Marketing of Siddha Medicines in select District of Tamilnadu Research Supervisor Research Scholar Dr. R. Ramu M.Com.,M.Phil.,Ph.D., S.Palanivel Associate Professor and Head, Poompuhar College, Poompuhar College(Autonomous), (Autonomous), Melaiyur.
Interview Schedule for Manufacturing Units/Marketing Agents of Siddha Medicines.
Name of the Manufacturing Unit: ______
Place: ______District: Madurai
1. Which of the following types of siddha mdicines are manufactured by You?
(a) Traditional
(b) Patent medicines
(c) Both the medicines
2. How many number of siddha medicines are manufacured by you?
(a) Below 25 medicines
(b) 26-50
(c) 51-75
(d) 75 and above
3.Which brands are used by you?
(a) Family brand
(b) Multiple brand
(c) Regional brand
(d) Both family and multiple brands
i
4.Which packaging are used by you?
(a) Family packaging
(b) Re-use packaging
(c) Both the packaging
5.Which of the following lablels are used by you?
(a) Brand lables
(b) Grade lables
(c) Descriptive lables.
6.Please indicate your product planning and development.
(a) To introduce new product
(b) To develop existing product
(c) To develop new market with existing product
(d) To develop existing market with existing product
7.What type of pricing policy is followed by you?
(a) Cost based
(b) Demand based
(c) Comptition based
(d) Cost and Demand based
8.Please indicate your pricing plan
(a) Maintain the same price
(b) Price change depends on cost of production
(c) Price change depends on demand
(d) Price change depends on competition
ii
9.Which of the following problems are faced in your personal selling?
(a) Non-availability of skilled persons
(b) Less attraction
(c) Unable to meet Doctors and intermediaries in time
10.Which of the following advertising media are used by you?
(a) Press only
(b) Press and Radio
(c) Press and TV
(d) Press,TV and Radio
11.Which of the following channels are followed for distribution of siddha
medicines?
(a) Manufacturer- Consumers
(b) Manufacturer- Siddha Hospital – Consumers
(c) Manufacturer -Siddha Medical Agencies – Consumers
(d) Manufacturer-Siddha Medical shop – Consumers
(e) Manufacturer- Siddha medical agencies –
Siddha medical shop – Consumers
iii
APPENDIX – II
A Study on the Marketing of Siddha Medicines in select District of
Tamilnadu
Research Supervisor Research Scholar Dr. R. Ramu M.Com.,M.Phil.,Ph.D., S.Palanivel Associate Professor and Head, Poompuhar College Poompuhar College(Autonomous), (Autonomous), Melaiyur.
Interview Schedule for Consumers of Siddha Medicines
PART- I 1. Name :
2. Place :
3. District : MADURAI
4. Age :
(a) Below 20 years
(b) 21-40
(c) 41- 60
(d) 61years and above
5. Sex : Male [ ]
Female [ ]
6. Marital Status : Married Unmarried
7. Occupation : (a) Government Employees
(b) Private Employees
(c) Business /professionals
(d) Farmers
(e) Skilled Labour
iv
8. Education : (a) Primary Level
(b) Secondary Level
(c) Graduate
(d) Post Graduate / professional
9. Monthly Income : (a) Below Rs. 2,000
(b) Rs. 2,001 to 4,000
(c) 4,001 to 6,000
(d) 6,001 to 8,000
(e) Rs. 8,001 and above
10. Usage of siddha medicines use:
(a) From the beginning
(b) Switched over from auyrvedic medicines
(c) Switched over from allopathic medicines
(d) Switched over from homeopathic and
unani medicines
11. How did you come to know about siddha medicines?
(a) Through sales representatives
(b) Through friends and relatives
(c) Through advertisements
(d) Through siddha doctors
v
12. Where do you buy siddha medicines from?
(a) Siddha medical agencies
(b) Siddha medical shops
(c) Siddha medical practitioners
(d) Manufacturers of siddha medicines
13. What brand of siddha products would you prefer?
(a) IMCOPS
(b) TAMCOL
(c) Lakshmi seva
(d) Sanjeevi Pharma
(e) Curo Pharma/ Malar Remedy
(f) Raja siddha / Gajendra.
vi
PART - II Please indicate the factors influencing your buying decision
S. Most Quite Moderate Least Not at all
No Influencing Influencing Influencing Influencing Influencing Doctor’s 1 prescription
2 Low price
Product 3 quality Curative 4 value Reputed 5 company Curiosity to 6 buy new product Easy 7 availability Personal 8 Impression Advertise- 9 ment
10 Brand Image
vii
PART III
Please indicate the post purchase factors satisfying you
1. Most satisfying
2. Quite satisfying
3. Moderate satisfying
4. Least satisfying
5. Not at all satisfying
S.No Factors Scaling Rank
1 Quality [ 1 ] [ 2 ] [ 3 ] [ 4 ] [ 5 ]
2 No side effects [ 1 ] [ 2 ] [ 3 ] [ 4 ] [ 5 ]
3 Relief from stress [ 1 ] [ 2 ] [ 3 ] [ 4 ] [ 5 ]
4 Fast curative properties [ 1 ] [ 2 ] [ 3 ] [ 4 ] [ 5 ]
5 Good value for money [ 1 ] [ 2 ] [ 3 ] [ 4 ] [ 5 ]
6 All brands are similar [ 1 ] [ 2 ] [ 3 ] [ 4 ] [ 5 ]
7 Permanent cure [ 1 ] [ 2 ] [ 3 ] [ 4 ] [ 5 ]
8 Short period use [ 1 ] [ 2 ] [ 3 ] [ 4 ] [ 5 ]
More effective than allopathic 9 [ 1 ] [ 2 ] [ 3 ] [ 4 ] [ 5 ] medicine
Recommendation from friends and 10 [ 1 ] [ 2 ] [ 3 ] [ 4 ] [ 5 ] relatives
11 Feeling of well being [ 1 ] [ 2 ] [ 3 ] [ 4 ] [ 5 ]
viii