Transcript
~ 1 ~
A PROJECT REPORT
“To know the consumer behavior about
Ayurvedic Medication
In Ahmedabad”
As the part of the colloquium activity
Submitted to,
Dr. Himani Joshi
Academic Coordinator,
Stevens Business School
Prepared by,
Group No. 7
Mitesh Shah
Nirav Patel
Punit Laheru
Bhupendra Zala
Hiren Darji
Keyur Savalia
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Acknowledgement
It is indeed an opportunity to prepare a report on consumer behavior. Preparation of such type of
report calls for intellectual nourishment, professional help and encouragement from many areas.
We would like to thank Stevens Business School for the compulsion of this most wonderful
aspect of our MBA curriculum without which knowledge of management studies is incomplete
and futile.
We would like to thank and express my gratitude to Dr. Himani Joshi for providing us her
guidance and co- operation.
Further, we are thankful to all the respondents of our questionnaire who spared there time from
their busy schedule and obliged us by giving their co-operation and the information we needed
Lastly, we would like to thank to all those who had helped us directly or indirectly in completing
this project successfully.
Thank You,
Mitesh Shah
Nirav Patel
Punit Laheru
Bhupendra Zala
Hiren Darji
Keyur Savalia
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Table of Content
Sl. No. Particular Page
No.
1 Abstract 4
2 Introduction 5
3 Method 6
4 Analysis
4.1 Purchase of medicine and awareness about Ayurvedic medication 7
4.2 Rating of Ayurvedic, Allopathic, and Homeopathic medicine according to its
effectiveness
8
4.3 Response towards the efficiency of Ayurvedic medicines 9
4.4 First impression of Ayurveda in consumers’ mind 10
4.5 Consumers’ satisfaction 11-12
4.6 Consumers’ response towards price 13
4.7 Money spent on Ayurvedic medication 14
4.8 Brand Awareness 15
4.9 Availability of Ayurvedic medicine 16
4.10 Ayurvedic medicines in different diseases 17-22
5 Appendix 1 23
6 Appendix 1 24
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Abstract
This report is based on a research on consumer behavior about Ayurvedic medication
Ahmedabad, India. The data are mainly collected by face to face conversation, based on the
questionnaire, with sample of 100 consumers at various places of Ahmedabad. Result shows that
all most all the people are aware about the ayurvedic medication and also uses in their routine life
in one or other form.
We came a cross people who are familiar with Ayurvedic treatment, knowing that it is a long
process based on various dietary instructions and advice for personal conduct. The most common
answer we received in Ahmedabad city after asking the benefits of Ayurvedic treatment is that it
does not have side effects. In short, whether allopathic or Ayurveda, the medicine is frequently
reduced to the icons of efficacy, if one offer quick fixes, the other has no side effects.
Many of the consumer have rigid mind set of particular brand like Dabur, Himalaya, Zandu.
Many of them are regular consumer with a problem like constipation, joint pain, hair fall, skin
allergy. On the other hand group of the consumer is very attractive towards the cosmetic
preparation.
After an analysis of response received we are able to conclude that people of Ahmedabad are
totally aware about the Ayurvedic medication and most to them preferred it because of no side
effect.
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Intoduction
Ayurveda is the Sanskrit word meaning “knowledge of life” and Ayurvedic Medicine is an
alternative form of medicine. It is a traditional Indian medicine which scholars are still not sure
about when it actually began, but the general consensus is that it began nearly 5,000 years ago.
In fact scholars are now saying that Ayurvedic Medicine is the oldest form of medicine around
and were influenced by both Greek and Traditional Chinese medicine. Because of this claim
Ayurvedic Medicine has become labeled the “Mother of all Healing”. It is the art of balance and
longevity for the human body.
Like most cities in India, Ahmedabad is packed with clinics, pharmacies and hospitals. In terms
of quantity, people have easy access to health services, mainly Allopathic, Ayurvedic and
Homeopathic. To know the behavior of consumers towards the Ayurvedic medication, we have
conducted the survey.
For that purpose we have prepared a questionnaire and got the response of the 100 consumers.
Analysis of the survey and results are done as it is mention in below part of the report.
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Methodology
In our project on understanding the consumer behavior on Ayurveic medication we followed the
given below methodology:
First we have list out the questions to be asked to know about their behavior about the Ayurveda
and then we had scrutinize the questions to be asked.
After finalizing the questionnaire we went to different places in Ahmedabad and did face to face
interaction with consumer according the questionnaire.
Research Type : Primary Research
Sample Size : 100
Selecting the research method - As our research problem requires collection of primary data we
have selected surveys as our research method. For this we have designed our questionnaire and
also have analyzed research design.
In selecting the sampling procedure we have taken 100 households as a sample to represent the
entire households of Ahmedabad city. We have used cluster sampling and we will be considering
clusters from different areas. We will be conducting the research in different areas of Ahmedabad.
There won’t be any discrimination on any other basis like income, age, etc.
Data collection: Data collection was done in one stage only; we conducted the main study of 100
households from different places of Ahmedabad.
After collecting the data the next important phase is to evaluate the data. In evaluating the
data first we did editing to verify the data and check for any potential errors or for any
inconsistencies. We had remove the errors that may have cropped up during the interviews. Then
we did coding to assign different codes to different sets of responses so that the data can be fed in
and interpreted easily. After this several mathematical and statistical models were used for
analysis of the data. Interpretation of the analysis was done to arrive at the conclusion. The last
step includes the preparation and presentation of the report.
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ALWAYS7%
NEVER37%SOMETIMES
56%
Medicine without consulting doctors
Analysis:
Purchase of medicine and awareness about Ayurvedic medication.
Table 1
Interpretation:
From the above table we can conclude that most number of people use medicine with consulting
doctor. So companies should consult physicians for advertisement purpose for its products.
Ayurveda is traditional treatment and it has been using for so many years and all the people are
aware about Ayurvedic medication.
MEDICINE WITHOUT CONSULTING THE DOCTOR
OPTION RESPONSE
ALWAYS 7
NEVER 39
SOMETIMES 54
TOTAL 100
AWARENESS OF AYURVEDA
OPTION RESPONSE
YES 100
NO 0
TOTAL 100
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Rating of Ayurvedic, Allopathic, and Homeopathic medicine according to its
effectiveness.
Table 2
Interpretation:
Here we can conclude that allopathic medicines are more effective as compare to Ayurvedic and
homeopathic medicines.
RATEING OF MEDICINEACCORDING TO
ITS EFFECTIVENESS
OPTION 1ST
RANK
ALLOPATHIC 44
AYURVEDIC 31
HOMEOPATHY 20
TOTAL 100 05
1015202530354045
4431
20
1ST RANK
1ST RANK
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Response towards the efficiency of Ayurvedic medicines.
Table 3
Efficiency of Ayurvedic medicines
to cure the disease completely
Yes 32
No 35
Depend on situation 43
Interpretation :
From the above table we can conclude that most of the people are agreed upon that Ayurvedic
medicine is effective to cure problems in much kind of diseases.
32%
25%
43%
Efficiency of ayurvedic …
YES
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First impression of Ayurveda in consumers’ mind
Table 4
Interpretation:
From the above table we can conclude that complete curability and traditional treatment are most
identical things of Ayurvedic medication.
FIRST IMAGE OF AYURVEDIC MEDICATON IN
CONSUMERS’ MIND
OPTION RESPONSE
COMPLETE CURABILITY 26
TRADITIONAL TREATMENT 23.5
NO SIDE EFFECT 16
NATURAL PRODUCT 12
BRAND NAME 9
SLOW IN ACTION 9
EXPENSIVE 4.5
TOTAL 100
0
5
10
15
20
25
30
4.5
1612
9 9
2623.5
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Consumers’ satisfaction
Table 5
Interpretation:
From the above table we can conclude that most of consume satisfied with Ayurvedic product and
their reasons for satisfaction are no adverse effect of Ayurvedic medicines and these products
remove disease from the rout of body. While some people satisfied with Ayurvedic products
because of its good taste.
SATISFIED WITH AYURVEDIC MEDICATION
OPTION RESPONSES
YES 64
NO 36
TOTAL 100
SATISFIED CONSUMER RESPONSE
OPTIONS RESPONSES
NO SIDE EFFECT 28
COMPLETE
CURABILITY
14
TRADITIONAL
TREATMENT
9
OTHER REASONS
(LIKE GOOD TASTE,
DON’T PREFER,CHEAP
IN COST)
13
TOTAL 64
28
14
9
13
0
10
20
30
40
50
60
70
Satisfied
Satisfied consumer response
TRADITIONAL TREATMENT
COMPLETE CURABILITY
NO SIDE EFFECT
LONG TERM EFFECT
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Table 6
Interpretation :
From the above table and graph we can conclude the main reason for not satisfaction towards
Ayurvedic medication is its long term treatment and these products are highly expensive as
compare to allopathic and homeopathic products.
UNSATISFIED CONSUMERS RESPONSE
OPTION RESPONSES
LONG TERM
TREATMENT
14
EXPENSIVE 11
NOT AVAILABLE 8
LACK OF DOCTORS 3
TOTAL 36 14
11
8
3
0
5
10
15
20
25
30
35
40
Unsatisfied
No
of
resp
on
ses
Unsatisfied consumer response
LACK OF DOCTORS
NOT AVAILABLE
EXPENSIVE
LONG TERM
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Consumers’ response towards price
Table 7
EXPENSIVE THAN ALLOPATHIC MEDICINES
OPTION RESPONSE
YES 59
NO 41
TOTAL 100
Interpretation:
From the above graph we can conclude that more than 50% people believe that Ayurvedic
products are expensive as compare to allopathic products.
YES59%
NO41%
Expensive than allopathic medicines
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Money spent on Ayurvedic medication
Table 8
Interpretation:
From the above table we can conclude that more number of people spent less amount of money to
consume Ayurvedic medicines.
TOTAL AMOUNT OF RUPEES SPENT FOR
AYURVEDIC MEDICINE IN LAST ONE YEAR
OPTION RESPONSES
100-199 24
200-499 19
500-999 23
1000-1999 15
2000-4999 11
MORE THAN 4999 8
TOTAL 100
0
5
10
15
20
25
30
100-199 200-499 500-999 1000-1999 2000-4999 4999 +
24
29
2325
118
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Brand Awareness
Table 9
Interpretation:
From the above table we can conclude that Dabur and Zandu are well known brand in market and
even people usally buy Ayurvedic medicines which are produced by local players like ayur, sheth
brothers, begnath, mahayogiraj etc.
BRAND KNOWN BY CONSUMER
OPTION RESPONSES
HIMALAYA 56
DABUR 68
ZANDU 61
VICCO 51
OTHER(RAMDEVBABA,AYUR,SHETH
BROTHERS,MEDICO LABS,CREATIVE
REMIDIES,BEGNATH,SANOV,MAHAYOG
IRAJ GUGOL)
21
0
10
20
30
40
50
60
70
HIMALAYA DABUR ZANDU VICCO OTHERS
5668
6151
21
No
of
resp
on
se
Company names
Brand known by consumer
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Availability of Ayurvedic medicine
Table 10
Interpretation:
From the above graph we can conclude that Ayurvedic products are available near to consumes
house and they are able to get those Ayurvedic products easily.
ABLE TO GET THE AYURVEDIC
MEDICINES NEAR TO HOUSE
OPTION RESPONSES
YES 69
NO 31
TOTAL 100
YES69%
NO31%
Availability of ayurvedic …
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Ayurvedic medicines in different diseases
Table 11
Interpretation:
From the above graph we can conclude that Ayurvedic medicine are mostly preferred in gastro
intestinal problems, joint pain and hair fall problems. While they are very less preferred in stone,
headache and liver problems
0
5
10
15
20
25
Joint pain Stone problem
Headache Gastro intestinal problems
Hair fall Liver disease
% Responses 14.6 2.22 2.22 23.17 14.29 0.95
14.6
2.22 2.22
23.17
14.29
0.95
% R
esp
on
se
% Responses for ayurvedic medicines in different diseases
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Ayurvedic medicines for Gastro intestinal problem
Table 12
Interpretation:
From the above graph we can conclude that trifla guggul and Sheth brother are highly preferred
Ayurvedic product in gastro intestinal problems and local products and Kanchnur guggul are
comparably less preferred while Sutopadi churna and Shreylax are very less preferred Ayurvedic
products.
Azmo dadi churna6%
Shethbrothers26%
Shreylax4%Sutopadi
churna0%
Triflaguggul(Zandu)36%
Kanchnurguggul(BaidyanathCompany)13%
Local products15%
% of Response for ayurvedic products for gastro intestinal problems
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Ayurvedic product for skin problems
Table 13
Interpretation:
From the above graph we can conclude that Fair & lovely and Boro plus are highly preferred
Ayurvedic product in skin problems and Krack cream and Vicco termaric cream are comparably
less preferred while Ayur herbal cold cream is very less preferred Ayurvedic products for skin
problems.
Vicco termaric cream13%
Krack cream15%
Boro plus(Himani product)
25%
Fair & Lovely ayurvedic natural
fairness cream37%
Ayur herbal cold cream
10% 0%
% of Response for ayurvedic products for skin problems
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Ayurvedic Product in Joint pain
Table 14
Interpretation:
From the above graph we can conclude that Moov and Mahayog raj are highly preferred
Ayurvedic product in joint pain and Gunaspartha and vicco narayanni are comparably less
preferred while Arthcare oil, Arthcare capsule are very less preferred Ayurvedic products.
Gunaspartha5%
Arthcare oil2% Arthcare capsule
2%
Mahayog raj guggul(zandu)
33%
Moov43%
Vicco narayanni15%
% of Response for ayurvedic products in join pain
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Ayurvedic Medicines for Hair Problems
Table 15
Interpretation:
From the above graph we can conclude that Mahabhrungraj oil and Vatika shampoo are highly
preferred Ayurvedic product in hair problems and Ayur products and Nyle shampoo are
comparably less preferred while Dhrutkumari sparsh and Keshkanti are very less preferred
Ayurvedic products for hair problems.
Dhrutkumari sparsh5% Ayur products
15%
Keshkanti3%
Nyle shampoo15%
Vatika shampoo23%
Mahabhrungraj oil39%
% of Response for ayurvedic products for hair problems
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Ayurvedic products for teeth problems
Table 16
Interpretation:
From the above graph we can conclude that Dabur babool and Misvak toothpaste are highly
preferred Ayurvedic product in teeth problems and Dabur red and Vicco toothpaste are
comparably less preferred while Colgate herbal is very less preferred Ayurvedic products for
teeth problems.
Dabur red21%
Vicco toothpaste14%
Misvak toothpaste24%
Dabur babool31%
Colgate herbal10%
% of Response for ayurvedic products for teeth problems
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Appendix 1
AYURVEDIC MEDICATION
TYPE OF
TREATMENT
PRODUCT
NAME
PRICE
RANGE (RS.)
RESPONSE TOTAL
RESPONSE
% OF
RESPONSE
JOINT PAIN Gunaspartha Rs. 20 per 10
tablets
2 46 4.35
Arthcare oil Rs. 850 per
50ml
1 2.17
Arthcare capsule Rs. 1225 per
60 vegetable
capsuls
1 2.17
Mahayog raj
guggul(zandu)
Rs. 70 per 70
tablets
13 28.26
Moov Rs. 33 per 25
gm
17 36.95
Vicco narayanni 30gm 6 13.04
Local products -- 6 13.04
STONE
PROBLEM
Abhaya rista(divya
pharmaceutical)
Rs.40 per
100gm
2 7 28.57
Sudershan Rs. 42 per 30
tablets
5 71.43
HEADACHE Local oil for
massage
7 7 100
GASTRO
INTESTINAL
PROBLEMS
Azmo dadi churna
(divya
pharmaceutical)
Rs. 50 per
450ml
4 73 5.48
Sheth brothers Rs 35.75 per
100gm
19 26.03
Shreylax Rs 29 per 50
gm
3 4.11
Sutopadi churna Rs 30 per 30
tablets
1 0.013
Trifla
guggul(zandu)
Rs. 18 per 30
tablets
26 35.62
Kanchnur
guggul(baidyanatth
company)
Rs 46 per 30
gm
9 12.33
Local products -- 11 15.07
HAIR FALL Dhrutkumari
sparsh(alovera)
Rs. 200 per
500ml
2 45 4.44
Ayur products Rs 95 per
500ml
6 13.33
Keshkanti(pitanjali
company)
Rs, 65 per
200ml
1 2.22
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Nyle shampoo Rs 60 per
200ml
6 13.33
Vatika
shampoo(dabur)
Rs 35 per
100ml
9 20
Mahabhrungrajoil Rs 205 per
400ml
15 33.33
Navranta oil
(himani)
Rs. 4o per
100ml
6 13.33
LIVER
DISEASE
Local power mix 3 3 100
CANCER Natural oil which
priscribe by doctor
1 1 100
TEETH Dabur red Rs. 56 per
200gm
6 29 20.69
Vicco toothpaste Rs 185 per
85gm
4 13.79
Misvak toothpaste Rs 75 per
100gm
7 24.14
Dabur babool Rs 60 per 190
gm
9 31.03
Colgate herbal Rs 56 per
150gm
3 10.34
SKIN Vicco termaric
creams
R 62 per 30gm 7 52 13.46
Krack cream Rs 50 per
30gm
8 15.38
Boro plus(himani
product)
Rs 35 per
40gm
13 25
Fair & lovely
ayurvedic natural
fairness cream
Rs 68 per 30
gm
19 36.54
Ayur herbal cold
cream
Rs 20 per 25ml 5 9.62
COUGH,COLD
,FEVER
Dabur products Rs 42 17 40 42.5
Trisul tablets Rs. 15 per 6
tablets
14 33.33
Joshina (hamdard) Rs 40 per
100ml
3 7.5
Local products -- 6 15
BLOOD
PRESSURE
Local tablets 3 3 100
EYE Jiwadaya
netraprabha
Rs 11.50 per
5ml
4 9 44.44
Local drops -- 5 55.556
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Appendix 2
Questionnaire:
===========================================================
Ayurvedic medicines are one of the medications for treatment of various diseases. We, the
students of STEVENS BUSINESS SCHOOL Ahmedabad, are conducting a survey on
consumer behavior about ayurvedic medication for assessing the market potential of
Ayurvedic medicines. For this, we need your help and few precious minutes so that your
responses can help us in our analysis. We assure you that the information taken from you
will not be used otherwise and will be kept confidential.
===========================================================
1. Do you buy medicines without consulting the doctor?
Always Never Sometimes
2. Are you aware about term Ayurvedic medicine / Ayurvedic Treatment?
Yes No
3. Which medium of medicine do you think most effective? Rate the following 1st for
the most preferable.
Ayurvedic Homeopathy Allopathic
4. Do you agree that allopathic though effective, Ayurvedic is capable of curing
disease from the root of our body?
Yes No
5. What thing comes first in your mind when you think the term Ayurvedic?
_______________________________________________________
6. Why you prefer Ayurvedic medicine?
_______________________________________________________
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7. Are you satisfied with the Ayurvedic Medication?
Yes No
a. If No, Why do you not prefer Ayurvedic?
Not effective Not available
Expensive Lack of doctors
b. If yes, why do you prefer Ayurvedic?
More effective No side effect
8. Do you find Ayurvedic medicine efficient enough to cure your problem?
Yes No
Depends on type of problem
9. Are Ayurvedic medicines more expensive than allopathic medicines?
Yes No
10. Total amount of rupees spend for ayurvedic medicine in last one year
100-200 200-500
500-1000 1000-2000
2000-5000 More than 5000
11. Which brand/company you know in Ayurvedic medicine?
Himalaya Dabur Zandu
Vicco Other (___________)
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12. Are you able to get the Ayurvedic medicines near to your house?
Yes No
13. Are you a repeat buyer or 1st time buyer?
______________________________________________________
14. If repeat buyer than for which kind of treatment?
______________________________________________________
15. Do you prefer ayurvedic cosmetic preparation instead on allopathic creams?
Yes No
16. Do you avoid Ayurvedic because of lack of instant result?
Yes No
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Questionnaire for consumer behavior about
Ayurvedic medication
STEVENS BUSINESS SCHOOL Village Sanawad, Rancheda Kalol Road, Near Khatrej, Gandhinagar.
Tel:+ 91-2764-281865
Respondent’s Name: .........................................................................................
Address (Number, Street, and Town): ......................................................................
............................................................................................................................. .
..............................................................................................................................
Telephone No.: ...................................................................................................
Income (Rs.): Less than Rs 15,000
Rs 15,000 – Less than Rs 30,000
Rs 30,000 – Less than Rs 80,000
Above Rs 80,000
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Sex: M F
Age (Exact _________)(year)
18 - 24
25 - 29
30 - 34
35 - 39
40 - 44
45 - 54
55+
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