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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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