Brand Awareness and Brand Perception of Ayurvedic Products: A Study with Special Reference to Pankajakasthuri Herbals India Pvt. Ltd.

Abstract

This study examines the level of brand awareness and brand perception of Ayurvedic products among consumers, with special reference to Pankajakasthuri Herbals India Private Limited, Thiruvananthapuram. Using a descriptive and applied research design, primary data were collected from 120 respondents through stratified random sampling. Statistical tools including Factor Analysis, Pearson Correlation, Kruskal–Wallis Test, and One-Way ANOVA were employed for analysis and hypothesis testing. Factor Analysis identified perceived benefits (loading = 0.880) and brand trust (loading = 0.841) as the strongest drivers of consumer purchase decisions, with a single factor explaining 55.96% of total variance (KMO = 0.734; χ² = 215.61, p < 0.001). Correlation analysis indicated that brand familiarity alone does not significantly influence perceived quality (r = 0.114, p = 0.222). The Kruskal–Wallis Test revealed that price sensitivity differs significantly across income groups (p = 0.016), while ANOVA confirmed significant differences in perceived benefits across income categories (F = 7.445, p = 0.000). The study concludes that while Pankajakasthuri Herbals enjoys strong brand recognition, enhancing digital marketing, product range communication, and targeted income-based strategies can further consolidate its market position in the competitive Ayurvedic segment.