a study on consumers awareness and

A STUDY ON CONSUMERS AWARENESS AND

PREFERENC TOWARDS AYURVEDIC

BRANDS

Research Project Submitted in Partial Fulfillment of the Requirements

for the Degree of B.COM HONOURS

TO THE

DEPARTMENT OF COMMERCE

THE BHOPAL SCHOOL OF SOCIAL SCIENCES

APRIL 2021

Submitted By

AYUSH MISHRA

Under the Guidance

Dr. Swapna Pillai

Associate Professor

Department of Commerce

CERTIFICATE

It is certified that the work contained in the project report titled “A

STUDY ON CONSUMERS AWARENESS AND PREFERENCE

TOWARDS AYURVEDIC BRANDS”, by “AYUSH MISHRA”, has

been carried out under my/our supervision and that this work has not

been submitted elsewhere for a degree.

Signature of Supervisor: …………….

Name: Dr. Swapna Pillai, Associate Professor

Department: Commerce

Bhopal School of Social Sciences

April, 2021

DECLARATION

I hereby declare that this project report entitled “ A STUDY ON

CONSUMERS AWARENESS AND PREFERENCES TOWARDS

AYURVEDIC BRANDS” was carried out by me for the degree of

BCOM Honours under the guidance and supervision of Dr. Swapna

Pillai, Associate Professor of Department of Commerce, BSSS

College. The interpretations put forth are based on my reading and

understanding of the original texts and they are not published anywhere

in any form. The other books, articles and websites, which I have made

use of are acknowledged at the respective place in the text. This

research report is not submitted for any other degree or diploma in any

other University.

Place: Bhopal

Name of the Student: Ayush Mishra

Class & Section: B.com Honours final year

Date: 15th April, 2021

ACKNOWLEDGEMENT

I would like to thank our Principal Dr. Fr. John P.J. and Vice Principal

Dr. Sr. Sonia Kurien for their immense support and blessings. I thank

our HOD Dr. Amit Kumar Nag for his support. I would like to express

my special thanks of gratitude to my research guide Dr. Swapna Pillai,

Associate Professor of Department of Commerce for her valuable

suggestions and guidance and for giving me the golden opportunity to

do this wonderful research project on the topic: A STUDY ON

CONSUMERS AWARENESS AND PREFERENCES TOWARDS

AYURVEDIC BRANDS, Without her help it would have been

difficult for me to have reached this state of completion of my project

report. Also, I would like to thank my parents and friends who helped

me a lot in the preparation of this project.

I wish to acknowledge the help of all those who have provided me

information, guidance and other help during my research period.

TABLE OF CONTENTS

Chapter I: Introduction of the Topic

1.1 Rationale of the Study

1.2 Introduction to the industry

1.3 Introduction to the company

1.4 Justification of the topic

Chapter 2: Review of Literature

2.1 International Reviews

2.2 National Reviews

Chapter 3 : Research Methodology

3.1 Objectives of the Study

3.2 Research Hypothesis

3.3 Scope of the Study

3.4 Data Collection

3.5 Limitation of the study

Chapter 4 : Data representation & Analysis

4.1 Data representation & Interpretation

4.2 Hypothesis Testing

Chapter 5. Results & Discussion

5.1 Major Findings

5.2 Discussions & Suggestions

5.3 Conclusion

REFERENCES

ANNEXURE

CHAPTER -1

INTRODUCTION OF THE TOPIC

1.1 RATIONALE OF THE STUDY

To review & revive the classical literature of ayurveda.

To explore the historical aspects of ayurveda.

To develop evidence based support on the efficiency of ayurveda

products &practices.

To generate data on “ safety ,standardization &qualify control for

ayurveda products & practices”

To evaluate effectiveness of various formulations described in a

particular condition.

To assess effectiveness of particular tmt, in order to improve the

quality of therapy provided

To patient.

To upgrade ayurveda time to time ,keeping in view of new diseases

&health related problems.

The objective of this research survey was to study the consumer

behavior in consuming/purchasing Ayurvedic medicines/products and

their attitudes toward herbal medicines.

The Indian ayurvedic product is flooded with numerous well-known

and recognized ayurvedic brands. Consumers of this epoch have

become more concerned about their health and also tending to maintain

quality of life which is reflected through the preferential consumption

of those products that protects the good state of their health as well as

provide utmost satisfaction. The choice and usage of a particular brand

by the consumer over the time is affected by the quality benefits offered

by the brand. This study is proposed to make an attempt to find out the

consumer satisfaction, awareness, attitude and preference towards

familiar ayurvedic products.

The health of a nation is a reflection of the health of the people. The

balanced coordination of body, mind, and consciousness is the

Ayurvedic definition of health. in today’s era, where the people feel

burdened, hassled, exhausted, unrest, Ayurveda done the tremendous

job by its maintenance and promotion of positive health and cures the

diseases through medicine, dietary restrictions, yoga and regulated life

style which certainly play an important role in providing inclusive,

affordable, and accessible healthcare services to millions of people.

Ayurveda is the name for a comprehensive health care system that

began in ancient India. This gives authors an opportunity to work on

with an effort focusing on consumer buying behavior towards

Ayurvedic medicine/products. The findings may be useful to online

retailers, as well as marketers and practitioners to recognize and better

understand the new trends that occur in the industry of Ayurvedic

medicine.

1.2 INTRODUCTION TO THE INDUSTRY

Ayurvedic system of medicine

Ayurveda = ayur + veda = science of life

“Deals with different types of plant product, anatomy and physiology

of different organ of the body & principle of treatment of diseases”.

charak samhita – oldest text of ayurveda 341 plants & plant products.

shushruta samhita- sushruta introduce surgery in Ayurveda, describe

395 medicinal plants,57 drugs of animals origin ,4 mineral and metal.

Ayurevda based on 3 fundamental principle –

1.Panchmahabhuta-Every substance is a combination of 5 basics

elements.

a. Prithivi

b. Agni

c. Jal

d. Vayu

e. Aakash

All this are in perfect balance in the body ,when balance distributed-

unhealthy condition developed

2. Tridosha theory – panchmahabhuta represents DOSHAS.

These are three doshas

a. Vata ( vayu + aakash)- respiration, sensation, mobility,

psychological function.

b. Pitta (agni + jal) -digestion, metabolism & energy production.

c. Kapha ( prithvi + jal)- formation of various preservatives fluids.

Ayurveda means “knowledge of life” and is about 5,000 years old

traditional Indian system of medicine. Ayurveda is a system, which

avail the essential fundamentals of nature, to maintain health in a

person by preserving the individual's mind, body and spirit in adapt

equanimity with nature. Natural remedies have immense applications

globally.

Unique therapy such as Ayurvedic Panchakarma, Aromatherapy,

Acupressure/acupuncture, Homeopathy, Chinese Traditional therapies,

etc have been few of the most sought aftertreatment ways due to rapidly

expanding hazards of modern medicines.

Ayurveda therapies have varied and evolved over more than two

millennia. Therapies include medicines, special diets, meditation, yoga,

massage, laxatives, enemas, and medical oils. Medicines are typically

based on complex herbal compounds, minerals, and metal substances

(perhaps under the influence of early Indian alchemy or rasa shastra).

Ancient Ayurveda texts also taught surgical techniques, including

rhinoplasty, kidney stone extractions, sutures, and the extraction of

foreign objects.

Ayurveda is considered by many scholars to be the oldest healing

science. In Sanskrit, Ayurveda means “The Science of Life.”

Ayurvedic knowledge originated in India more than 5,000 years ago

and is often called the “Mother of All Healing.” It stems from the

ancient Vedic culture and was taught for many thousands of years in an

oral tradition from accomplished masters to their disciples. Some of

this knowledge was set to print a few thousand years ago, but much of

it is inaccessible. The principles of many of the natural healing systems

now familiar in the West have their roots in Ayurveda, including

Homeopathy and Polarity Therapy.

1.4 INTRODUCTION TO THE INDUSTRY

Ayurvedic medicines are produced by several thousand companies in

India, but most of them are quite small, including numerous

neighborhood pharmacies that compound ingredients to make their

own remedies. It is estimated that the total value of products from the

entire Ayurvedic production in India is on the order of one billion

dollars (U.S.). The industry has been dominated by less than a dozen

major companies for decades, joined recently by a few others that have

followed their lead, so that there are today 30 companies doing a

million dollars or more per year in business to meet the growing

demand for Ayurvedic medicine. The products of these companies are

included within the broad category of "fast moving consumer goods"

(FMCG; which mainly involves foods, beverages, toiletries, cigarettes,

etc.). Most of the larger Ayurvedic medicine suppliers provide

materials other than Ayurvedic internal medicines, particularly in the

areas of foods and toiletries (soap, toothpaste, shampoo, etc.), where

there may be some overlap with Ayurveda, such as having traditional

herbal ingredients in the composition of toiletries.

The key suppliers in Ayurveda are Dabur, Baidyanath, and Zandu,

which together have about 85% of India's domestic market. These and

a handful of other companies are mentioned repeatedly by various

writers about the Ayurvedic business in India; a brief description is

provided for them, arranged here from oldest to newest:

Dabur India Ltd. is India's largest Ayurvedic medicine supplier and

the fourth largest producer of FMCG. It was established in 1884, and

had grown to a business level in 2003 of about 650 million dollars per

year, though only a fraction of that is involved with Ayurvedic

medicine. Last year, about 15% of sales volume was pharmaceuticals,

the remaining 85% were mostly non-medicine items such as foods and

cosmetics. Dabur's Ayurvedic Specialities Division has over 260

medicines for treating a range of ailments and body conditions-from

common cold to chronic paralysis. These materials constitute only 7%

of Dabur's total revenue (thus, less than 50 million dollars). Dabur

Chyawanprash (herbal honey) has a market share of 70% and chewable

Hajmola Digestive Tablets has an 88% share. Other major products are

Dabur Amla Hair Oil, Vatika (Shampoo), and Lal Dant Manjan (Tooth

Powder).

Sri Baidyanath Ayurvedic Bhawan Ltd. (Baidyanath for short) was

founded in 1917 in Calcutta, and specializes in Ayurvedic medicines,

though it has recently expanded into the FMCG sector with cosmetic

and hair care products; one of its international products is Shikakai

(soap pod) Shampoo. Baidyanath has a sales volume of about 350

million dollars, but most of the product sales are in the cosmetic range.

The company reports having over 700 Ayurvedic products, made at 10

manufacturing centers, with 1,600 employees. Included items are

herbal teas, patent medicines, massage oils, and chyawanprash.

Zandu Pharmaceutical Works was incorporated in Bombay in 1919,

named after an 18th-century Ayurvedic. The company focuses

primarily on Ayurvedic products (in 1930, pharmaceuticals were

added, but the pharmaceutical division was separated off about 30 years

later). However, today Zandu has a chemicals division and cosmetics

division. Its total sales volume is about 45 million dollars. One of its

current projects is to develop a dopamine drug from a plant extract,

applying for new drug status in the U.S.

The Himalaya Drug Company was established in 1934 in Bangalore.

It currently has a business level of about 500 million dollars and has a

U.S. distribution division (Himalaya USA). It is known in the U.S. for

the product Liv-52, marketed as a liver protector and therapy for liver

diseases like viral hepatitis; the product was first marketed in India in

1955.

Charak Pharmaceuticals was founded in 1947, and currently has

three distribution centers in India; it produces liquids, tablets, and

veterinary supplies. It has gained a large advantage with its new product

Evanova, a preparation containing 33 herbs and minerals and non-

hormonal active ingredients used as a menopause treatment alternative

to HRT. Soya is one of the main ingredients in this product. The

product also contains Ayurvedic herbs that act like selective estrogen

receptor modulators as well as asparagus root (shatavari), which

reduces the frequency and intensity of hot flashes.

Vicco Laboratories was established in 1958. It mainly produces

topical therapies based on Ayurveda and is best known internationally

for its toothpaste product, Vajradanti, which has been marketed in the

U.S. for more than 25 years.

The Emami Group, founded in 1974, provides a diverse range of

products, doing 110 million dollars of business annually, though only

a portion is involved with Ayurvedic products, through its Himani line;

the company is mainly involved with toiletries and cosmetics, but also

provides Chyawanprash and other health products.

Patanjali Ayurveda limited, Patanjali Ayurved Limited, the fastest

growing FMCG Company in the country is a mineral and herbal

products company established in 2006 and headquartered in the

industrial areas of Haridwar. The products offered by the company are

in the personal care and foods segments including baby care and beauty

products.

Best products of patanjali –

• Patanjali Giloy Juice ..

• Patanjali Hand Sanitizer

• Patanjali Herbal Hand Wash

• Patanjali Kachi Ghani Mustard

• Patanjali Pure Honey

• Patanjali Special Chyawanprash

• Patanjali Tulsi Ghanvati

• Patanjali Tulsi Panchang Juice

1.4 JUSTIFICATION OF THE TOPIC

Ayurveda, the wonderful science or knowledge of life is whispered to

be the oldest treatment method, which was developed around 600 BC

in India. The word Ayurveda originated from the two Sanskrit words,

“Ayur” meaning life and „Veda‟ meaning knowledge. Ayurveda

practiced by particular physicians called “Vaidyas” is known to

promote positive health, natural beauty and long life. Life, according

to Ayurveda, is a blend of senses, mind, body and soul (Marc Lallanilla,

2015). Ayurveda is basically a humoural medical system and

Traditional Indian Medicine (TIM) in which diseases are understood as

a disparity between the body’s three humors, Vata (nerve energy) Pitta

(catabolic fire energy) and Kaph (anabolic nutritive energy). Natural

herbs and minerals are used for preparing medicines. Apart from herbs,

purification and detoxification, dietary changes, body massages and

meditations are used to endorse health, prevent and treat illness

(Kumar, 2014).

Consumer buying pattern is directly evolved from the consumer

behavior and its attitude. Many things combine to build up the behavior

of any individual. The first thing which influences the consumer

behavior and shapes it is his culture. Culture builds the strong

perceptions of the products in the mind of the customers. According to

Rai, 2013, there are several national and international brands which

people recognized and have strong perception in their minds. These

perceptions are pinched in their mind because of their culture, life styles

and surroundings. Also advertisements have very important role in

shaping the consumer behavior. Advertisements are the source of

motivation which forces them to buy a particular product.

Advertisements are also a source of building trust. Consumer is induced

significantly if he is looking for the quality and prices of the products.

Purchase attitude can also be build up by product evaluation and brand

recognition. Consumers in all over the world are attracted towards the

brand and products which are emotionally attached with their

behaviors. Studies found that emotional attachments put a huge

influence on the customers and their buying behavior as people tend to

associate themselves with the brand.

CHAPTER 2

REVIEW OF LITERATURE

2.1 INTERNATIONAL REVIEWS

IJAHM is a Peer Reviewed Journal. Prime Focus of the Journal to

publish articles related to the current trends of research. This Journal

provides the platform with the aim of motivating the students and

personals in the Ayurveda and Herbal medicine Abstracting and

Indexing information: The journal is indexed with Index Copernicus

Science central New Jour , International Periodical Directory, Google

Search, Google Scholar, Indian Science, Pubs Hub, research gate, many

More

International Journal Of Ayurvedic And Herbal Medicine review and

research articles which includes : ,Phytochemistry, Ayurveda,

Pharmacognosy, Herbal medicine, Natural chemistry, Agriculture

Science, Biotechnology, Biochemistry.

The purpose of journal to publish original research work that

contributes significantly to further the scientific knowledge in

pharmacy sciences. Your views and comments will be highly

acclaimed. All manuscripts are subjected to RAPID peer review

process and those of high quality (which are not previously published

and are not under consideration for publication by another journal)

would be published without any delay in subsequent issue.

Kotler and Keller (2012) mentioned that consumer buying behavior

is studied as a part of the marketing and its main objective is to learn

the way how the individuals, groups or organizations choose, buy use

and dispose the goods and the factors such as their previous

experience, taste, price, and branding on which the consumers base

their purchasing decisions.

2.2 NATIONAL REVIEWS

Global acceptance of Ayurveda is increasing and demand for medicinal

plants from India is in upsurge. In recent years, a number of drugs from

ISMs have undergone clinical trials to verify their efficacy. Products

from Ayurveda have been successfully evaluated in clinical trials for

the treatment of bronchial asthma, rheumatoid arthritis, ischemic heart

disease, and cancer, among other illnesses. Indian medicinal herbs (eg,

ashwagandha, guggulu, haridra, kutki, shatavari, atmaupta, amruta,

brahmi, guduchi, amla, and ginger) and complex herbal formulations

(rasagenthi lehyam, brahma rasayana, semecarpus lehyam, triphala,

and other rasayanas) were evaluated through preclinical studies and

reported to possess positive effect. The US National Center for

Complementary and Alternative Medicine has funded several research

works based on Ayurvedic medicine – for example, on the use of

curcuminoids in cardiovascular diseases, a compound from M.

pruriens (L.) used against the side effects of anti-Parkinson’s drugs, the

use of three plants (ginger, turmeric, and Boswellia) to cure arthritis

and asthma, and to validate the effect of Centella asiatica (L.) against

Alzheimer’s disease.34 Potent vaccine adjuvant activities of Withania

somnifera (L.) and Asparagus racemosus wild have been evaluated in

experimental systems, which suggests their importance in

immunobiological preparations.

Jai Singh Parmar (2007) conducted a study on understanding the

demographic factors that influence the use of cosmetics namely age,

occupation and income in the town. It was also found that brand

switching was common among cosmetic users, especially when their

regular brand was not available. The study also showed that users

preferred either home made or herbal cosmetics rather than synthetic

cosmetics.

Urvashi Makkar et al. (2007) observed that the increasing size of the

middle class population in India, representing a growth of disposable

income, has led to an increase in the demand for cosmetics. The

customers have a strong positive attitude towards herbal cosmetics and

these consumers are more inclined to purchase higher-priced products.

Tarang Vaish(2006) observed that most of the customers are brand

loyal. There is an emerging trend towards the purchase of herbal

products, which are perceived to be less harmful, as compared to

chemical-based cosmetics. It is fast caching up among the youth (18-

24years).

In their study on women’s buying behavior of personal care products,

Sundari and Murugan (2011) revealed that the factors influencing

purchase decision of personal care products are “primary benefit” and

“secondary benefit”. The primary benefit includes price, quality, and

quantity. However, the “secondary benefit” includes ingredients of the

product, the purpose of the product, innovative features,

manufacturer‟s reputation, and certification of the product.

According to the study conducted by Ashok Yakkaldevi (2013) on the

consumer behavior towards cosmetics apart from psychology and

economics the role of history and tradition in shaping the Indian

consumer behavior s quite unique. Consumers are also associated with

values of care and affection.

Debiprasd Mukherjee (2012) conducted a study entitled „Impact of

celebrity endorsement on Brand Image‟. This study shows that

consumers report higher self-brand connection for brands with images

that are consistent with the image of a celebrity that they aspire to be

like, particularly in the case when the image of the celebrity and the

brand match.

Kisan Shivajirao Desai (2014) stated that “A study on Consumer

Buying Behaviour of Cosmetic Products in Kolhapur”, The research

attempts to study the consumer buying behavior of cosmetic products

in an Indian settings , specifically with reference to Kolhapur .The

purpose of this paper is to investigate the various factors that has impact

on buying decision of consumers. In this paper, respondents were

selected by convenient sampling method and data was analyzed and

interpreted with the help of statistical techniques. The study reveals that

different factors have significant influence on buying behavior. This

study also contributes to the knowledge of how cosmetic companies

will be able to understand buying habits of the consumers.

Ayurveda consist a major role among India traditional system. It is

considered equivalent to the modern health care and has 70% shares of

the formal drugs markets. This industry is divided into two parts i.e.

organized sector and unorganized sector. The key players in the

organized category are Dabur, Baidyanath, Zandu, Himalaya Drug

Company, Charak Pharmaceuticals, Vicco Laboratories, Aimil Pharma

& Emami group. The unorganized sector includes practicing Ayurvedic

system of medicine experts who are also known as vaidyas.

As per a research published in International Journal of Business and

Management Invention, they discussed “it is expected that the annual

total market for Indian systems of medicine is of the order of Rs. 5000

Crores in the domestic market and around Rs. 500 Crores in exports.

Both in turnover and in the number of units, Ayurveda comprises over

85 % of the total, which is followed by Homeopathy, Unani and Siddha.

One of the reports from TechSci Research “India Ayurvedic Products

Market Forecast & Opportunities, 2011 - 2021”, India‟s Ayurvedic

product market is estimated to register a CAGR of 16% in 2016-2021.

Prologue of Ayurvedic nutraceuticals & dietary supplements as well as

Ayurvedic cosmetics & skin care products is likely to boost the

marketing near five years. Additionally, getting conscious about health

issues and awareness of adverse -affects of Allopathic are some of the

key aspects driving consumer preference for Ayurvedic products in the

nation. Increasing separate stores and accessibility of Ayurvedic

products at departmental stores are the reasons of boosting the sales of

Ayurvedic products in the country.

CHAPTER 3

RESEARCH HYPOTHESIS

3.1 OBJECTIVES OF STUDY

Ayurveda is gaining global acceptance . Interest in Ayurveda & its

public demand is rapidly increasing. such demand can only be fulfilled

by developing an appropriate research methodology.

1. To study the consumers awareness towards ayurvedic products .

2. To study about the consumer preference towards ayurvedic

products.

3. To study about consumer satisfaction on ayurvedic products.

4. To determine whether market-behaviour towards buying

Ayurvedic products has increased or shifted which had led to the

Ayurvedic industry to contribute to the sustainable growth in the

market size.

5. To identify the potential factors relating to the consumer

behaviour of the Ayurvedic products to ensure economic benefits

to manufacturers and marketers to encourage in Ayurvedic

Product.

6. To know the various usages of Ayurvedic products.

7. To know that impact of promotional tools.

3.2 RESEARCH HYPOTHESIS

3.2 Research Hypothesis:

A research hypothesis is an assumption that demonstrates the

interpreted relationships among various possible factors. The

hypothesized correlation coefficients are based on existing writings.

Many such inferential statistics or methodologies can be used to

confirm all such relationships. Based on the success of regression

techniques, these hypothesis may or may not be embraced. The

following hypothesis was developed for testing in accordance with the

study’s objectives:

H1 Product related dimension is positively correlated with pre purchase

evaluation

H2 Regulatory dimension is positively correlated to the pre purchase

evaluation

H3 Lifestyle is positively correlated to the pre purchase evaluation

H4 Consumer’s attitude towards instant food products is directly and

positively correlated to the pre purchase evaluation

H5 Pre purchase evaluation is directly and positively correlated to

actual purchase behaviour.

3.3 SCOPE OF THE STUDY

The clinical research is the crux of any system of medicine. The

classical texts of Ayurveda are full of such findings in terms of the

clinical research. The clinical research includes the diagnostics and

therapeutics. Ayurveda mentions a number of examinations used for

the diagnosis of the diseases and the methodology for their treatment.

The sequential treatment principle is the key to the clinical treatment in

Ayurveda. The basic principles of the treatment include mainly the

langhana (emaciation therapy) and brimhana (nourishing therapy). The

other protocol of the treatment includes the shodhana (purification) and

the shaman (pacification) therapy. These therapies have been tested

upon the animals as the protocol of the modern research.

The number of respondents has been limited to 61 as during the

coronavirus pandemic, it was difficult to approach people physically

owing to physical mobility constraints.

Therefore, in order to collect responses from respondents, an online

questionnaire was formulated and was circulated among respondents

based in Khandwa.

It was circulated to people who consume ayurvedic products either on

a regular basis or occasional and also to the people who don’t consume

ayurvedic products.

The time period selected for this survey and circulation of questionnaire

was April,2021 during which the country was facing pandemic.

Therefore, owing to lack of available resources, the scope of the study

is limited in nature.

Scope of Ayurveda is increasing since last decade but due to lack of

right advertisement it has not gain much popularity as MBBS or

allopathy. The best thing about Ayurveda is that it is focused on cure it

improves immunity and is anti aging.

3.4 DATA COLLECTION

GEOGRAPHICAL AREA

KHANDWA

DURATION OF THE STUDY

15 DAYS

SAMPLE SIZE

61 PEOPLE (DIFFERENT AGE GROUPS)

SAMPLING TECHNIQUE

RANDOM SAMPLING TECGNIQUE

POPULATION

It is the predefined set of potential elements or respondents in a

geographical area. It is the aggregate of all the elements sharing some

common set of characteristics that compromise the universe for the

purpose of addressing the research problem.

In this study, the universe for the present study shall constitute

consumer who purchase ayurvedic products from different brands.

SAMPLE

Sample is a subgroup of population selected for the participation of the

study.

In this study, a sub group of adults and millennial are taken into

considerations.

SAMPLE SIZE

It specifies the number of samples chosen from a target population. The

sample size has been selected as 50 in order to include some more

elements of the population.

SAMPLING METHOD

The sample size of 61 respondents from Bhopal has been estimated by

using random sampling technique.

3.4 LIMITATIONS OF THE STUDY

Despite all sincere efforts to collect relevant information and data

regarding this topic, there are some limitations to this study. Although

the study is explanatory in nature, sample for the study is restricted to

respondents in certain cities of India and the heterogeneous population

could act as a limitation owing to demographic, sociographic and

psychographic factors.

The respondents were aged 15-80 years, as this age group wherein

people have literacy regarding the food products they consume is

good for health or not.

The respondents cognitive biases, prejudices and preferences

along with the respondent fatigue may have affected their

decisions while filling out the questionnaire, which could have

affected the quality of the study.

The study area was limited to Khandwa district and the findings

may not be applicable to other markets, as vast differences exist

among the consumers with regard to demographic and

psychographics characteristics.

Further owing to the lockdown due to coronavirus pandemic, the

number of respondents that could be approached was 61 as

physical questionnaire could not be handed out.

Time and money based restrictions also served as a limitation.

CHAPTER 4

DATA REPRESENTATION AND ANALYSIS

To evaluate the objectives of the study, required data were collected

from primary sources.

The data required for the study were collected from the selected

respondents by circulating an online questionnaire.

General information from the individual respondents on their social and

demographic characteristics like age, educational status, occupation.

4.2 HYPOTHESIS TESTING

The two major types of hypothesis are null and alternative.

Null hypothesis states that there is no significant relationship between

the two variables being studied and the results are due to chance and

are not significant in terms of supporting the idea being investigated.

Alternative hypothesis states that there is relationship between the two

variables studied and that the results are not due to chance and that they

are significant in terms of supporting the theory being investigated.

Null Hypothesis (H0): There is no significant relationship between

consumer perception of ayurvedic products and their awareness

regarding it.

Alternative Hypothesis(H1): There is significant relationship between

consumer perception of ayurvedic products and their awareness

regarding it.

CHAPTER 5

RESULTS & DISCUSSIONS

5.1 MAJOR FINDINGS

The research based on a primary survey of 61 people in Khandwa

aimed at studying the consumers buying behavior and their perception

and awareness towards instant food products.

The findings from the research are:

Among 50 respondents 52.5% were females and 47.5% are males.

Among 50 respondents 21.3% belongs to (0-20) age group,

24.6% belongs to (21-40) age group, 31.1% belongs to (41-60)

age group and 23% belongs to (61-80) age group.

Among 50 respondents 27.9% were students, 37.7% were

professionals and the rest 34.4% were house makers.

Among 50 respondents 72.1% were aware about instant food

products and 27.9% of respondents were not aware.

Among 50 respondents 86.9% use ayurvedic products and the rest

13.1% dosen’t use ayurvedic products .

Among 50 respondents 32.8% people use ayurvedic products for

hairs, 36.1% for skin and the rest 31.1% for health.

Among 50 respondents, the quality factor was important to 96%

of the people whereas to 4% it was not important.

Among 50 respondents, 24.6% use Patanjali products, 47.5% use

Dabur and 27.9% use Himalaya products.

Among 50 respondents, 67.2% thinks that ayurvedic products are

costly and 32.8% thinks its not.

Among 61 respondents, 77% thinks ayurvedic products are good

for health and skin whereas 23% thinks they are not.

5.2 DISCUSSIONS & SUGGESTIONS

(5.2.1) DISCUSSIONS

Consumer behavior is always been a vast scope for the market. The

knowledge regarding consumers and their behavior helps to understand

how they choose the products from many substitutes. From the

literature review, we can conclude that consumer from today is very

sensible during choosing the product. They prefer to buy the product

not according to their needs only but also for future benefits. Many of

the people consume Ayurvedic system of medicine to make their

immune system strong and fit.

Dabur recognized an increasing trend among consumers in choosing

Ayurvedic, herbal and natural products. And, is "planning to enhance

its range of health care products based on Ayurvedic, herbal solutions".

Now, consumers are looking for ease in beauty and are aware of

harmful effects of chemicals. This has made a positive demand for

natural beauty and personal care products as safer substitutes. IFL is of

the opinion that emerging demand of Ayurvedic and natural products

with factors such as fewer prices and feel Indianness is providing a

nationalistic culture to the nation.

The existing study is a review of literature pertaining to the consumer

behavior aspects towards

Ayurvedic system of medicine. Although there is a huge opportunities

for learning as well as potential. These kinds of studies may reveal the

present status of mind, however there is prospect to this approach. The

future scope of this study includes the field survey on consumer buying

behavior towards Ayurvedic system of medicine and patterns of the

respective behaviors of the consumers. The study may be carried out

for a particular region for preferred set of products with a specific set

of sample.

The study is descriptive in nature. This study describes the customer

retention and satisfaction level towards selected ayurvedic products.

(5.2.2) SUGGESTIONS

For a good health according to Ayurveda, for immunity one needs to

retain natural resistance to diseases and its symptoms. Low immunity

and poor health have symptoms like dependency to diseases, low

resistance, allergies, fatigue, low energy, weakness, respiratory issues,

stress and depression, digestion issues and chronic insomnia. There are

many causes of low immunity which includes genetic factors, poor

mental health, pollution, poor diet, lifestyle and metabolic issues. All

these problems can be overcome with the help of various tips that are

easy to follow.

The mantra to any health issue is to eat healthy and wise. According to

ayurveda it is best to eat according to the body energy type which

provides most nutrition. One must avoid harmful sugars, processed and

canned foods that contains preservatives, limit the eating of fried and

high calorie food and alcohol. If you are thinking on how to increase

immune system by ayurveda, one needs to induce ayurvedic immunity

boosters like coriander, turmeric, black pepper and cumin in daily food.

Eating green leafy vegetables and seasonal fruits like apples and

oranges are great for fulfilling the nutritional value. One must always

consume lunch as the biggest meal of the day around noon and eat very

light for dinner in order to keep digestion fine. Also avoid gluten and

dairy. It is also recommended to eat at short intervals regularly so as to

provide required nourishment and make sure the body isn’t starving.

For creating a mind-body balance and increasing a strong immune

system it is always recommended to take few supplements along with

a good diet and exercising adequately. Ayurvedic supplements help

increase the power of digestive fire along with meditation, yoga, sound

sleeping pattern, and body massage. Know more on how to improve

digestion & advantages of yoga. It also helps giving a positive outlook

on life. To increase immunity, Ayurveda has thousands of herbs like

Garlic, Echinacea, ginseng, ginger, turmeric, amla etc. One can also

buy ayurvedic supplements like sitopaladi and mahasudarshan, that are

used to prevent colds and flu, as well as Western herbs osha and

Echinacea.

According to ayurveda, undigested food is the root cause of toxins that

spread across the body making it unhealthy and sick. The toxins stored

within the body become breeding grounds for the parasites and begin

to settle into weak places in the body causing infections and illnesses

and finally weakening the immune system. Hence detoxification is very

important and it can be done by regularly consuming lots of fresh fruits,

vegetables and juices.

With the changing environment around us, it has become very common

to fall sick every weather change. Also, various flus and colds which

are a part of viral infections have become a sort of epidemics that need

to be curbed. If one’s immune system is strong enough, it suppresses

the virus which eventually becomes latent. Whereas, if the immunity

levels are low, there are bound to be outbreaks and relapses which can

also be dangerous in the long run. Ayurvedic immunity booster helps

in identifying foreign bodies that attacks the cells and destroys them,

keeping us healthy.

5.3 CONCLUSIONS

After an analysis of response received, it has been concluded that the

people of Khandwa city are well aware of ayurvedic products and little

majority of people are visiting supermarkets for ayurvedic healthcare

products and the people of Khandwa had not responded as per our

estimation and hence the results might be little bit deviated from exact

situation prevailing in India for Ayurvedic products.

From this article concludes that, the most of the respondents are aware

about the herbal products. The people now are not considering the

herbal as luxury. Most of the consumers feel that there were chemicals

in herbal, which cause many side effects, and started switching over to

ayurvedic based cosmetics. The herbal manufacturing company after

realizing the need of the customers‟ started ayurvedic based cosmetics.

This study enabled the manufactures to know the need and preference

of the customers‟, which can be implemented by the manufactures to

improve their products.

With the changing environment around us, it has become very common

to fall sick every weather change. Also, various flus and colds which

are a part of viral infections have become a sort of epidemics that need

to be curbed. If one’s immune system is strong enough, it suppresses

the virus which eventually becomes latent. Whereas, if the immunity

levels are low, there are bound to be outbreaks and relapses which can

also be dangerous in the long run. Ayurvedic immunity booster helps

in identifying foreign bodies that attacks the cells and destroys them,

keeping us healthy.

Advancement in Ayurveda through structured manufacturing system of

medicine, institutionalization of education and professionalism in

clinical practice, has made Ayurvedic system of medicine as trend now.

It is clearly visible that people are gradually getting aware about the

Ayurvedic medicine or products and also benefited. Ayurvedic Herbal

producers are spending in research, constantly coming up with new and

innovative technologies, research and development and products have

come up more effective (Ayurvedic) in the form of oral and personal

care products, is a good sign for India as country where this magical

system of medicine was born.

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Prakashan; 2012.

ANNEXURE

Gender

Male

Female

Age

0-20

21-40

41-60

61-80

Occupation

Student

Professional

House maker

Are you aware of ayurvedic products?

Yes

No

Do you use Ayurvedic products?

Yes

No

For which purpose do you use ayurvedic products?

Hairs

Skin

Health

Which brand you prefer the most?

Patanjali

Dabur

Himalaya

Do you think Ayurvedic Products are costly?

Yes

No

Do you think ayurvedic products are good for health and skin?

Yes

No