A Study On the consumer satisfaction of Ayurveda products among

students of H. H. M. S. P. B. NSS College for Women, Neeramankara

Dissertation submitted to the University of Kerala in Partial Fulfilment of the

requirements for the award of Bachelor of Arts degree in Economics

H.H.M.S.P.B.N.S.S COLLEGE FOR WOMEN NEERMANKARA

THIRUVANARHAPURAM

MARCH 2024

1
A Study On the consumer satisfaction of Ayurveda products among
students of H. H. M. S. P. B. NSS College for Women, Neeramankara

2
 SUBMITTED BY

CANDIDATE NAME CANDIDATE CODE

DEVIKA J 15021121041
INDRALEKHA S T 15021121042

INDULEKHA A S 15021121043

JOSNA SATHEESAN V 15021121044

JYOTHI LEKSHMI J S 15021121045

COURSE CODE :1645

DEPARTMENT OF ECONOMICS

HHMSPBNSS COLLEGE FOR WOMAN

NEERAMANKARA, THIRUVANANTHAPURAM-40

3
 CERTIFICATE

This is to certify that the project report entitled “A STUDY ON THE CONSUMER
SATISFACTION OF AYURVEDA PRODUCTS AMONG STUDENTS OF
H. H. M. S. P. B. NSS COLLEGE FOR WOMEN, Neeramankara” submitted to the
University of Kerala in partial fulfilment of the requirements of the award of the Degree of
Bachelor of Arts (Economics) is a work carried out by the following 6th semester CBCSS
Students :-

DEVIKA J

INDRALEKHA S T

INDULEKHA A S

JOSNA SATHEESAN V

JYOTHI LEKSHMI J S

RESMI R S

(Supervising Guide)

4
 DECLARATION

We hereby declare that the project work entitled ‘A Study On the consumer satisfaction of
Ayurveda products among students of H. H. M. S. P. B. NSS College for Women,
Neeramankara’ submitted in partial fulfilment of the requirements for the award of Degree
of Bachelor of Economics is a record of original work done by us under the guidance and
supervision of Resmi. R.S Assistant Professor of Economics department, NSS College For
Women, Neeramankara. This project has not formed the basis for the awards of any
Degree/Associateship of similar titles to any candidate of any university.

Name and Signature

DEVIKA J

INDRALEKHA S T

INDULEKHA A S

JOSNA SATHEESAN V

JYOTHI LEKSHMI J S

TVM: NEERAMANKARA

DATE:

5
 ACKNOWLEDGEMENT

This work was carried out under the guidance and supervision of Resmi, Assistant Professor
of Department Of Economics. We wish to express our deep sense of gratitude to her for the
valuable advice and constant guidance in all stages of our work. We are also thankful for
other faculty members in the department of economics. We extend our sincere recognition to
Dr. Devika, the principal of our college. We wish to express our sincere gratitude and
appreciation for the help rendered by the staff Of College library and College Office. We are
thankful to God almighty that has showered blessings on us.

Place:

Date:

DEVIKA J

INDRALEKHA S T

INDULEKHA A S

JOSNA SATHEESAN V

JYOTHI LEKSHMI J S

6
 CONTENTS

CHAPTER NO: DESCRIPTION PAGE NO:

1 INTODUCTION 11
2 REVIEW OF 17
LITERATURE
3 GENERAL 24
PERSPECTIVES OF
AYURVEDA
PRODUCTS
4 DATA ANALYSIS & 32
INTERPRETATION
5 FINDINGS, 54
SUGGESTIONS, &
CONCLUTION
6 BIBLIOGRAPHY 58
7 APPENDEX – 60
QUESTIONNAIRE

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 LIST OF TABLES AND FIGURES

SL NO TITLE PAGE NUMBER

4.1 Age wise classification 33
of Respondents
4.2 Residential Area wise 34
classification
4.3 Classification based on 35
Level of Study
4.4 Frequency of using 36
Ayurveda products
among sample
respondents
4.5 Reason behind selection 37
of Ayurveda products
4.6 Willingness to pay a 38
premium for Ayurveda
products
4.7 Some preferred brands 39
for Ayurveda products
4.8 Mode of awareness 40
about Ayurveda
products among sample
respondents
4.9 Overall Rating of 41
Ayurveda products

8
 based on Personal
experience

4.10 Willingness to 42
recommend Ayurveda
products by sample
respondents
4.11 Commonly Available 43
Ayurvedic products to
others
4.12 Overall satisfaction on 44
Ayurveda products by
sample respondents
4.13 Customer difficulties in 45
finding Ayurveda
products
4.14 Rating on the 46
Availablity of Ayurveda
products
4.15 Willingness of the 47
respondents to increase
the usage of ayurveda
product in Future
4.16 Mode of Purchase of 48
Ayurveda products

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4.17 Ayurveda products can 49
treat chronic health
condition

4.18 Effectiveness of 50
Ayurveda products
compared to non
Ayurveda products
4.19 Improvements in health 51
after using Ayurveda
products
4.20 Opinion regarding 52
allergy while using
Ayurveda products
among respondents
4.21 Rating of respondents 53
towards pricing of
Ayurveda products

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 CHAPTER 1

INTRODUCTION

11
INTRODUCTION

Ayurveda is an intricate system of healing that originated in India thousands of years

ago. We can find historical evidence of Ayurveda in the ancient books of wisdom known as
the Vedas. In the Rig Veda, over 60 preparations were mentioned that could be used to assist
an individual in overcoming various ailments. The Rig Veda was written over 6,000 years ago,
but really Ayurveda has been around even longer than that. What we see is that Ayurveda is
more than just a medical system. It is a Science of Life. We are all part and parcel of nature.
Just as the animals and plants live in harmony with nature and utilize the Laws of Nature to
create health and balance within their beings, we, too, adhere to these very same principles.
Therefore, it is fair to say that Ayurveda is a system that helps maintain health in a person by
using the inherent principles of nature to bring the individual backs into equilibrium with their
true self. In essence Ayurveda has been in existence since the beginning of time because we
have always been governed by nature’s laws. Ayurveda is made up of two Sanskrit words: Ayu
which means life and Veda which means the knowledge of. To know about life is Ayurveda.
However, to fully comprehend the vast s cope of Ayurveda let us first define “Ayu” or life.

According to the ancient Ayurveda scholar charaka ayu” is comprised of four essential parts.
The combination of mind, body, senses and the soul.

Ayurveda also sees that before we exist in physical form with the help of the mind and senses
that we exist in a more subtle form known as the soul. The ancient seers of India believed that
we were comprised of a certain energetic essence that precluded the inheritance of our physical
entity. In fact, they hypothesized that we may indeed occupy many physical bodies throughout
the course of time but that our underlying self or soul remains unchanged. What we see to help
illustrate this concept is what transpires at the time of death. When the individual nears the time
to leave the physical body, many of his/her desires will cease to be present. As the soul no
longer identifies with the body, the desire to eat food or indulge in a particular activity that
used to be a great source of satisfaction for that person drops by the wayside. In fact, many
individuals have been documented to experience the sensation of being “out of their bodies.”
Ayurveda, the science of life, prevention and longevity is the oldest and most holistic medical
system available on the plants today. It was placed in written from over 5000 ago in India. It
12
was said to be a world medicine dealing with both body and spirit. Ayurveda is the complete
knowledge for long life or ayurvedic medicine is system of traditional medicine native to India.
Ayurveda consist of two ward meaning, knowledge or science Earliest literature on Indian
medicinal practice that is in the mid second millennium BC The Susrutasumhita various source
from the mid first millennium.

Mass production of ayurvedic medicine started (in the late 19 th century)mainly due to reason,
first, to meet the increasing local demand for herbal medicines, second to successfully emerge
as a strong alternative and hence as a possible successful strategy production of ayurvedic
medicines at the end of the 19th century especially with the kavirayasn in the industry was more
than the government finding of Ayurvedic and unani education and research As process of
ayurvedic system based on a different humour base and work on different level from the
allopathy the formulation of both system can be compared. Although the difference are very
evident, what introduced as early strategies of manufacturing in Ayurveda were more
profitability and shift life more information about the content of medicines as labels its working
and description of side effects are received by the consumer and have a break through to this
system of medicines. In the production process this was accompanied with centralised system
and mechanisation some level of clinical testing and usage of scientific method were later
development.

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NEED AND IMPORTANCE OF USING AYURVEDA

Ayurvedic medicine (also called Ayurveda) is one of the world’s oldest medical
systems. It originated in India and has evolved there over thousands of years. In the United
States, Ayurvedic medicine is considered complementary and alternative medicine
(CAM)more specifically, a CAM whole medical system. The aim of Ayurvedic medicine is to
integrate and balance the body, mind, and spirit. This is believed to help prevent illness and
promote wellness. Ayurvedic medicine uses a variety of products and techniques to cleanse the
body and restore balance. Some of these products may be harmful if used improperly or without
the direction of a trained practitioner. For example, some herbs can cause side effects or interact
with conventional medicines. Ayurvedic medicine also treats specific physical and mental
health problems. A chief aim of Ayurvedic practices is to cleanse the body of substances that
can cause disease thus helping to re-establish harmony and balance.

Ayurvedic medicine aims at maintaining and restoring body’s own capability to have balance
and fight with ailments. Ayurvedic medicines can be safely used with other conventional
medicines. They are non-toxic and non-invasive. Ayurvedic medicines are widely used to treat
several physical as well as psychological conditions. Arthritis, hypertension, heart disease,
nervous disorder, colds, colitis, constipation, obesity, skin problem, ulcer, acne, allergies,
asthma, anxiety, chronic fatigue syndrome, depression, diabetes, flu and immune problems.
Ayurvedic practitioners claim that with ayurvedicMedicines, one can easily get relieve from
stress and problem in metabolism. Since Ayurvedic medicines have natural ingredients, they
do not have any side effects. These medicines make the person’s body and mind disease free.

Ayurveda continues to grow rapidly as one of the most important systems of mind- body
medicine, natural healing and traditional medicine as the need for natural therapies, disease
prevention and a more spiritual approach to life becomes ever more important in this ecological
age.

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OBJECTIVES

• To examine consumer perceptions and attitudes towards ayurvedic product in general

• To study and identify the factors influencing consumer satisfaction with ayurvedic
products among college students
• To analyse the level of consumer satisfaction of various ayurvedic products among
college students.

RESEARCH METHODOLOGY

Research Methodology is the specific procedures or technique used to identify or, to select,
process and analyse information about a topic.

• Sources of data

For conducting the study, the following sources has been used:

a) Primary data: Primary data for the study has been collected from
respondents through questionnaire.
b) Secondary data: Secondary data for the study has been collected from
books, journals, reports, official publication of the organization.

▪ Sampling method

Primary data was collected from a sample size of 60 respondents from college
students in HHMSPB NSS college for women Neeramankara, TVM. Non probability
convenience sampling technique is used in this study

▪ Tools used for data collection

15
 The main tools used for data collection were a structured questionnaire and also
formal discussion with the customer of ayurvedic products. For analyzing data,
simple statistical tools like percentage analysis were used.

▪ Diagrammatic Representation
Diagrammatic representation is done with the help of Pie-charts and Bar diagrams.

a) Pie-charts: A pie-chat is a circular statistical graphic which is divided

into slices to illustrate numerical proportion. It represents the data in a simple
and easy form for better understanding.

b) Bar diagrams: Bar diagram presents categorical data with rectangular

base with heights or lengths proportional to the values that they present. Bar
diagrams have the capability to represent the data that show changes overtime,
which helps people to visualize trends.

CHAPTER SCHEME

The first chapter gives a brief introduction of the topic. The second chapter deals with the
review of literature and the third chapter explains the general persceptives of Ayurveda
products. The fourth chapter gives a complete study of the consumption of Ayurveda products
among students in the HHMSPB NSS College for women Neeramankara. Chapter five deals
with Findings, Suggestions, Conclusion, Bibliography.

16
 CHAPTER 2

REVIEW OF LITERATURE

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▪ Mr. Dinesh and Ms. Kavitha (2023) Their study of consumer satisfaction towards
Ayurvedic products price brand image, packaging availability and Precieved benefits.
The study will also explore the purpose of using patanjali products and identify the
factors influencing the customer to by them. The study will be limited to consumer’s
chickpey Bangalore and will cover a sample size of hundred respondents who have
used patanjali Ayurvedic products. The study will provide valuable insights into
customer satisfaction with patanjali products and help the company to improve its
marketing strategy and sales of it’s products. The findings of the study will also
contribute the existing literature on consumer behaviour and satisfaction towards
Ayurvedic products.

• Ms. Punitha R (2022) This study provided insight about The various dimension
and their association with Customer Satisfaction may people like Ayurveda products
because. Of quality and with the message is to promote Ayurveda and health and Safety
a very effective Way of promotion and that is why the Company is able to do miracles
with its Simple yet effective packaging.

• Ms. Priyanka and Mr. Chandrashekhar (2021) Preference and satisfaction

towards ayurvedic products with special reference to lever ayush products. This study
focused on the coustmer in Coimbatore city, will Tamil nadu in India. The study covers
a sample size of hundred customers who have used lever Ayush products. The study
will explore the demographic and socio-economic profile of the customers factors
influencing their purchase decision, satisfaction level with the products and challenges
faced by lever Ayush in marketing their products The study will provide valuable
insights into the customers’ perspective to wards Ayurvedic products and Their
satisfactions level with It. The finding of the study will help levee Ayush to improve
Their Marketing strategies and sales of their Products. It will also help the company to
understand the challenges faced by them in marketing there products and suggest
measures to overcome them.

• Dr. T. Prabhu vengatesh and Ms. Swetha. V (2021) The aim of marketing to
make sales in order to products has its wealth of knowledge and research in natural

18
herbal remedies to formulate a range of personal care products that later for our daily
health needs.

• M. R. Chandra. Sheker (2021)This study is to identify the coustmers preference

and satisfaction towards ayurvedic products and to investigate the influence of product
dimensions on customer loyalty as well as to understand the ayurvedic effect of the
products.

• Ms. Sukanya R(2018) A study on brand awareness towards selected Ayurvedic

health care products result concludes that most of the coustmers are not changing their
brands but sometimes they change their brand due to doctor advice and a hike in price.

• R Mishra S. Singh (2018)Ayurvedic indigenous products have grown

Significantly in the Indian market and seized a large Consumer base within a short span
of time. There has been a growing sensitivity among consumers in India that the use of
Ayurveda peochuets in routine life style including food products, cosmetics and
household activities leads to a healthier life. The persent study attempts to understand
the Perception of consumers for indigenous Ayurveda products.

• Pulok k. Mukherjee (2017) Review of article ayurvedic drug is mention in the

ancient text of traditional Indian system of medicine. That could be more explore and
validated in association with the modern technology. Ayurveda is the self sustaining
system of traditional medicine. The integrated evidence based research on Ayurveda
thus provides opportunities for a better health care system serving millions with a hope
for an efficient safe therapeutics.

• Chandralekha & hamsalakshmi (2016) studied consumer awareness and factors

affecting life that have parts- Lular favourites for ayurvedic and herbal products It turns
out that customers are aware of advertising and are satisfied with the quality and price
of the products. They aware the product for the reason that they are chemically free
and unadulterated products in life. Every one of the Consumer is conscious of the
goods, superiority, and price of products.

19
• Gomathi D., Muruganthamas(2016) Brings the success of patanjali with less
than decade as compared to the major player with brands for several decades. Baba
Ramdev came up with unique package model of Ayurveda couple pranayama. His
products were only available to start with in patanjali stores and now everywhere
including online.
The usp of patanjali products is superior quality with low prices.

• Dr. B. A. Narayana and chauhan(2015) Indian ayurvedic product is flooded with

numerous well known of recognized ayurvedic branches, will the growing awareness
of life style disease of risk related to chemical. So people has been interested in natural
products. Over last two decades a significant change have been buying behaviour of
indian coustmers.

• Sharma Trevendrakumar and Bulani Nikki (2014), focuses the positive impact
of advertisement as one of the Sales promotion tool to influence the consumer to Move
towards ayurvedic medicine. Though direct to consumers advertisement has brought up
the level of ayurvedic products but has failed to communicate the complete
development to people like dosha, prokriti, Seatasa, vikriti etc..

• Manjusha K,H.N.Laluo Gond (2014) Health awareness and popularity of

allopathic, ayurvedic and homeopathic system of medicine among navy Mumbai
population. In this study the most important factor be choosing Ayurveda medicine is
it’s efficiency and no side effects. Where for allopathic medicine, consumers prefer it
in case of emergency.

• Joanna Stroud and Anita Tompkins (2013) Ayurveda in urban living is a little
book the conveys a vast amount of information for its size. The book presents its reader
with a weight reduction program that goes beyond western conception of appropriate
diet and exercise by incorporating the ancient principle of ayurveda into the equation.

20
• R.Sreekumar(2012) The main objective of article “History of Ayurveda in
Kerala “ is to throw light on the contribution made by Kerala for the development of
Ayurveda. In this basis of Ayurveda.

• Berger and weinberg (2012) consumer behaviour is different for different

attitudes. It may frequently change due to acculturation through adaption and
assimilation.

Ms. Sundari and Mr. Mugan, (2011) “ Conducted a Study on the consumer preference
to purchase Ayurveda products They revealed That Consumer prefer to purchase
Ayurveda products by analysing two types of benefits in the primary benefit Consumer
analyse the production quality its quantity and its price in the Secondary benefit the
Consumer buying behavior was influenced by The product’s ingredients its innovative

Features and recitation of the manufacturer in the market and product’s brand name.

• Anandchaudary and Neetusingh( 2011 ) in their article contribution of world

health organization in the global acceptance of Ayurveda explains, World Health
Organization (WHO) realized at Alma Ata in 1978 the role of traditional, alternative
and complementary systems of medicine in the healthcare sectors of both developing
and the developed nations with the slogan of “Health for All”. Later, this issue has been
globally addressed by the Traditional Medicine Program of WHO on several
perspectives ranging from cultivation of herbs, manufacturing dispensing of
preparation of guidelines for common masses in TM.

• Merlin 1. Willio and Gerard Bodeker (2010) Review of article of traditional

herbal medicines for malaria, Traditional medicine have been used to treat malaria for
thousands of years. Traditional medicine is an important and sustainable source of
treatment.

• Ms. Urvashi makkar (2007) revealed there was a demand of the herbal cosmetic
product due to increasing population in middle class families and increasing their
income two factors majorly responsible for the boom in cosmetic industry the study
also revealed that middle class consumers have no stronger an positive attitude towards
21
herbal cosmetic products they perceive that these products do not create any hazard to
their health so that they can also prefer to purchase these products on the higher price.

• Marian Zemmerman (2007) In his book, a short introduction the Tamil siddha
and the siddha medicine of Tamil Nadu explains medicine means the prevention of
physical illness; medicine means The prevention of mental illness; prevention means
to avert illness; medicine is the prevention of health.
• Shantha Godayama (2004) Hand book of ayurveda, this book review, this
practical and inspirational hand book touches on every aspect Ayurveda, a traditional
healing system of India for more seasoned student.

• David Frawley (2003) his book explain Ayurveda is the Vedic science of
healing for mind. Yoga is the Vedic science of self-realisation that depends upon a well
sister science that developed together and repeatedly influenced each other through
history.

• Lekshmi .C Mishra (2003) her book of scientific basis for ayurvedic therapies.
This book reviews the latest scientific information, evaluates the research data and
presents it in an easy to use format. The editor has carefully selected topic based on the
availability of scientific topics include ayurvedic disease management. Panchakarma,
ayurvedic Bhasmas and current status of ayurveda in India

• Madhulika Banerji (2002) The article of Public policy and Ayurveda, this paper
argue that the modernization of Ayurveda undertaken by both the state and civil society
has been governed by a pharmaceutics episteme which focus on the retaining the
usefulness of Ayurveda as a more supply of new medicines while diminishing it view
on the body, health and disease .

• Meerabai (2001), in her article “Ayurvedic industry and its linkages with non-
timber forest products in Kerala (USAT) explains the advantages and problems of co-
operative channelization of medical plants to the Ayurvedic firms.

22
• M.Tripathy, M.C Maheswaran, M.V Padma (2000) their article of’ Ayurvedic
medicine and Epilepsy”, explains the ayurvedic medicine is an Indian ancient art of
healthy living. A large segment of Indian population to day continues to prefer
ayurvedic rather than modern medicine for treatment for epilepsy.

• Chandrakanth and suneetha (1998) their article of Demand and valuation of

medicinal plants in the western Ghats of Kerala” They have made evaluation of the
demand for medical plants of the western Ghats. This study also did a comparative cost
analysis of ayurvedic medicine and allopathy medicine for some particular disease and
shows that even with the transaction costs include ayurvedic medicine is less costly
.The curative aspect of ayurveda have been taken up for various enquiries.

• EXIM Bank (1997) Pharmaceutical and Herbal Medicine a sector study gives
broad picture of export potential of herbal products to different countries developed as
well as developing. This study gives a broad idea about the national policies existing in
different countries and the major export destinations of ayurvedic products from India.

• T.LDevaraj (1995) His article is” ayurveda for healthy living”. He stated with
the immense advancement of modern medicine a number of diseases which at one time
were fatal have been rooted. Peptic ulcers thrombocytopenia, Parkinson, skin diseases

and joundices which cannot be cured by allopathy system find effective cure in
ayurveda.

23
 CHAPTER-3

GENERAL PERSPECTIVES OF AYURVEDIC PRODUCTS

24
 INTRODUCTION

Ayurveda is an ancient system of India, thought to have originated in the Vedic times around
5000years ago. Ayurveda formation use combination of a selection of around 1200 species
about 500 of which are commercially traded. Ayurveda use medicinal plants in various
forms, some of which can be gathered only by destructive harvesting in 30 percent case only
the root are used, in another 13 percent only the bark and it is only in about 6percent that the
whole plant is used. In other case, medicines use the fruit, leaves, flowers, rhizome, seed etc.
It is commonly thought that medicinal plants are mainly herbs but in facts one-third about are
treethis has implication for conservation and management of supplies to the industry. The
majority of plants used in Ayurveda are produced from the wild, though around10 percent are
cultivation on private land.

Ayurveda has a 70 percent share in the formal medicine market in the country. These are around
6000 licensed units and an equal number of units manufacturing Ayurveda drugs. The gradual
acceptance of these medicines led to the growth of such units. The presence of a large number
of small unorganized micro manufacturing units and pharmacies make it very difficult to
estimate the overall turnover of the industry but rough estimate put it at around RS45 billion
for the year 1998.Ayurvedic practice in modern India reflects a prolonged history of
standardization and professionalization that transformed certain aspect of this medical
traditional This revival is marked by negotiation and compromise within and outside the system
The process started with a educational reform in different part of the country and lobbing with
the central and state government to divert policy attention towards qualified practitioners of the
indigenous system, where people have better choice but under the condition of unequal power
relation between system of medicine. As there has been a steep increase in the cost of health
maintains under biomedicine, the indigenous health system have become popular and this 3
choice has been bolstered by the global consumer preference towards plants medicine and
natural product In the Indian context of medical pluralism, Ayurveda has been seen as an
indigenous counterpart to biomedicine, but in the global health market it is one of the many
alternatives to orthodox medicine, namely biomedicine.

In fact, development in Ayurveda during the past two centuries through organized production
of medicine, institutionalization of education and professionalization of clinical practice have
often been parallel to or a response to development in biomedicine in India. Manufacturing in
Ayurveda has passed from small scale physician outlet to petty/college production and later to

25
the industrial scale emerging as a competing alternative to the biopharmaceutical market.
Earlier, in the initial half of the 19th century a number of household produced and distribution
was not based on any pricing mechanism. This means that while raw herbal metal and mineral
product were traded and marketed in a big way readymade medicines were never considered
as a ”commodity” to be marketed for a money The production of medicine was era of villages,
held the indigenous system to remain significant throughout the period in the mid19th century
demand emerged for medicines when Vaidya’s responded to the spread of epidemics,
especially in the case of a cholera 1880s bold initiatives were made by some Vaidya’s shift
from household production The first initiative in large scale medicinal production were seen in
the late 19th century in Bengal.

Ayurveda is a science of life with a holistic approach to health and personalized medicine. It is
one of the oldest medical systems, which comprises thousands of medical concepts and
hypothesis. Interestingly, Ayurveda has ability to treat many chronic diseases such as cancer,
diabetes, arthritis, and asthma, which are untreatable in modern medicine 4 Ayurveda, the
traditional Indian medicinal system remains the most ancient yet living traditions with sound
philosophical and experimental basis. It is a science of life with a holistic approach to health
and personalized medicine. It is known to be a complete medical system that comprised
physical, psychological, philosophical, ethical, and spiritual health. In Ayurveda, each cell is
considered to be inherently an essential expression of pure intelligence hence called selfhealing
science. In addition, to the self-healing concept, the use of herbal treatment is equally important
in this Indian traditional system of medicine.

According to the World Health Organization, about 70–80% of the world populations rely on
nonconventional medicines mainly of herbal sources in their HealthCare. Public interest for the
treatment with complementary and alternative medicine is mainly due to increased side effects
in synthetic drugs, lack of curative treatment for several chronic diseases, high cost of new
drugs, microbial resistance, and emerging diseases, etc.

Ayurveda is a holistic system of medicine from India that uses a model. Its aim is to provide
guidance regarding food and lifestyle so that healthy people can stay healthy and folks with
health challenges can improve their health.

There are several aspects to Ayurveda that are quite unique:

26
 1. Its recommendations will often be different for each person regarding which
foods and which lifestyle they should follow in order to be completely healthy. This is
due to its use of a constitutional model.

2. Everything in Ayurveda is validated by observation, inquiry, direct examination

and knowledge derived from the ancient texts.

3. It understands that there are energetic forces that influence nature and human
beings.

These forces are called the Tridoshas.

4. Because Ayurveda sees a strong connection between the mind and the body, a
huge amount of information is available regarding this relationship.

Indian Traditional Medicine

Ayurveda products have a rich history in India, dating back over 5,000 years. Rooted in ancient
texts like the Charka Samhita and Sushruta Samhita, Ayurveda emphasizes a holistic approach
to health and wellbeing. Traditional herbal formulations, minerals, and natural remedies form
the basis of Ayurveda products. Over the centuries, these products have evolved, blending
traditional knowledge with modern science. Today, Ayurveda products continue to be popular,
gaining recognition globally for their emphasis on balance and harmony in promoting overall
health

The history of Ayurveda products in India spans thousands of years and reflects the rich cultural
heritage and deep-rooted traditions of Ayurveda, the ancient Indian system of medicine. Here’s
a general perspective on the evolution of Ayurveda products in India:

Ancient Origins: Ayurveda, believed to be over 5,000 years old, originated in the Indian
subcontinent. Initially, Ayurveda treatments relied on natural ingredients such as herbs,
minerals, and animal products found in the environment.

27
Traditional Knowledge Transmission: The knowledge of Ayurveda formulations and products
was passed down orally from generation to generation. Families of Vaidya’s (traditional
Ayurvedic practitioners) and local healers preserved and expanded this knowledge through
centuries of practice and observation

Textual References: The principles and practices of Ayurveda were documented in ancient
texts such as the Charka Samhita, Sushruta Samhita, and Ashtanga Hridaya. These texts
provided detailed descriptions of medicinal herbs, formulations, and treatment methods.

Herbal Formulations: Ayurveda products were primarily derived from herbs and botanicals.
These formulations were often a combination of multiple ingredients carefully selected to
address specific health concerns and promote overall well-being.

Cultural Influence: Ayurveda products became an integral part of Indian culture, used for
various purposes including healthcare, beauty care, and spiritual rituals. They were considered
holistic remedies that aimed to restore balance and harmony within the body.

Local Manufacturing: Historically, Ayurveda products were prepared locally by Vaidya’s and
traditional healers using ingredients sourced from the surrounding environment. These
preparations varied from region to region based on local flora and traditional practices.

Trade and Exchange: Ayurveda products and knowledge were exchanged through trade routes
within India and beyond. Indian spices, herbs, and medicinal substances were highly valued
commodities in ancient trade networks.

Modernization and Globalization: In recent decades, there has been a resurgence of interest in
Ayurveda, both within India and globally. This has led to the modernization and
commercialization of Ayurveda products, with companies manufacturing and marketing a wide
range of Ayurveda medicines, supplements, cosmetics, and personal care products

Research and Standardization: With advancements in scientific research and technology,

efforts have been made to scientifically validate the efficacy of Ayurveda products.
Additionally, regulatory authorities have established guidelines for quality control,
standardization, and safety of Ayurveda preparations.

Integration with Modern Medicine: Ayurveda products are increasingly being integrated into
mainstream healthcare systems, both in India and internationally. Many people now use

28
Ayurveda products alongside conventional medical treatments for a holistic approach to health
and wellness.

Overall, the history of Ayurveda products in India reflects the enduring legacy of Ayurveda
as a comprehensive system of medicine that continues to evolve and adapt to meet the
healthcare needs of diverse populations around the world.

Significance of Ayurveda products in Kerala

Kerala is popularly referred to as God’s Own Country. It is also well known for its exotic
Ayurveda centre’s offering healthcare to both men and women, based upon Ayurveda
principles. Often, Kerala Ayurveda Kendra has been 7 claimed to be the Indian Ayurveda
resort, visited by scores in huge number from different parts of the world to derive Ayurveda
health benefits. Ayurveda rather is a naturalistic treatment system that is practiced in the
country. It helps the body to detoxify & rejuvenate, integrate the spirit, mind and body and
build resistance. This ancient medicine system is being practiced sincerely by this state. This
‘Science of Life’ is being practiced now for over 5000 years, laying emphasis not only to cure
physical ailments, but including their prevention.

Spiritual, Mental and Physical Health

Eight well known Ayurveda branches are being practiced in Kerala, thereby providing
Ayurveda seekers with complete treatment. The branches consist of psychiatry, pediatrics,
internal medicine, toxicology, surgery, reproductive therapy and rejuvenation therapy. A good
thing about this medical treatment practice is that there are no side effects noticed. The reason
is because, it uses natural herbs for treatment purpose. Hence, Ayurveda medicines can be taken
for a very long time. To cure few specific diseases, some Ayurveda preparations may include
fish oil & meat extracts. Still, they are found to be harmless. Ayurveda can be safely stated to
be a time tested practice which has been perfected with time through experience and
observation made over the centuries

Basic Principles

According to Ayurveda, most minerals and vegetables come with medicinal values. Even
Ayurveda literatures like Shaligram, Bhav Mishra, Vagabhatta, Sushruta and Charaka are
known to have documented the medicinal compositions. Ayurveda medicines mostly are
prepared using fermented milk, medicinal herbs, medicated oils, plant extracts, curd, etc.

29
Ayurveda is also of the belief that all disorders experienced by the body are caused because of
dosha imbalance, like Kapha, Pitta and Vatta. Therefore, Ayurveda treatment mainly targets
maintaining of balance between these three doshas

There is a need to understand that every disorder or disease will require different treatment
types and has specific cure. Hence, different medicines are prescribed in Ayurveda to treat
every disorder. Therapy time duration may also vary extending from few days to even weeks,
which again may vary, depending intensity of disorder experienced.

Kerala is a state which actively promotes Ayurveda’s true science combined with Yoga’s holy
practice. It is rightly termed to be an activity, which seeks to unite universal self ‘Brahman’
with that of the individual self ‘Jiva’ or with union of the physical body (finite self) with that
of the inner self (infinite self, spiritual or higher self).

The history of Ayurveda products in Kerala is deeply intertwined with the state’s rich cultural
heritage and longstanding tradition of Ayurveda. Here’s a general perspective on the evolution
of Ayurveda products in Kerala:

Ancient Roots: Kerala has a long history of practicing Ayurveda, with references to Ayurveda
principles and treatments dating back over 5,000 years. The state’s tropical climate and
abundant biodiversity provided an ideal environment for the cultivation of medicinal herbs and
plants used in Ayurveda preparations.

Traditional Knowledge: Ayurveda knowledge in Kerala was traditionally transmitted through

gurukulam systems, where students learned from experienced Vaidya’s (Ayurveda
practitioners) in an apprenticeship-style setting. This oral tradition ensured the preservation and
continuation of Ayurveda wisdom through generations.

Local Formulations: Kerala’s unique geographical features, including its lush forests, rivers,
and hills, contributed to the development of distinct Ayurveda formulations. Local Vaidya’s
crafted remedies using indigenous herbs, minerals, and oils, tailored to address the health needs
of the region’s inhabitants.

Heritage Centers: Kerala became known as a hub for Ayurveda learning and practice, with
renowned institutions such as the Ayurveda College in Thiruvananthapuram, established in the
late 19th century. These heritage centers played a crucial role in preserving traditional
knowledge and training future generations of Ayurveda practitioners.

30
Specialized Treatments: Kerala’s Ayurveda tradition includes unique therapies such as
Panchakarma, a detoxification and rejuvenation therapy, and Dhara, where medicated liquids
are poured over the body. These specialized treatments have drawn visitors from around the
world seeking holistic healing experiences.

Commercialization and Tourism: In recent decades, Kerala has witnessed a surge in Ayurveda
tourism, with resorts and wellness centers offering traditional Ayurveda treatments and
experiences. This has led to the commercialization of Ayurveda products, with local artisans
and manufacturers producing a wide range of herbal medicines, oils, powders, and cosmetics.

Research and Innovation: Kerala’s government and private institutions have invested in
research and innovation in Ayurveda, aiming to integrate traditional wisdom with modern
scientific knowledge. This has resulted in the development of standardized formulations,
quality control measures, and clinical studies to validate the efficacy of Ayurveda products.

Cultural Heritage: Ayurveda is deeply ingrained in Kerala’s cultural fabric, influencing daily
life practices, rituals, and festivals. Traditional Ayurveda products are still used in rituals,
ceremonies, and religious observances, reflecting their enduring significance in Kerala’s
society.

Overall, the history of Ayurveda products in Kerala showcases the state’s commitment to
preserving and promoting its rich Ayurveda heritage while embracing innovation and
adaptation to meet the evolving needs of modern times.

31
 CHAPTER – 4

DATA ANALYSIS & INTERPRETATION

32
4.1 AGE WISE CLASSIFICATION OF RESPONDENTS

Age Group No. of Respondents Percentage

18-20 35 58%
20-25 24 40%
Above 25 1 1%
Total 60 100%
Source: Primary Data

This table shows the age wise classification of respondents.58% of respondents who purchase
Ayurveda products come under the age category of 18-20 followed by 40% from 20-25 and
only 1% of respondents from above the age of 25.Thus,we can conclude that majority of the
people consuming Ayurveda products fall under the age category between 18-20.

Fig: 4.1

40

35

30

25

20

15

10

0
18-20 20-25 Above 25
No.of Respondents Percentage

33
 4.2 RESIDENTIAL AREA WISE CLASSIFICATION

Residential Area No. of Respondents Percentage

Urban 40 66%
Rural 20 34%
Total 60 100%
Source: Primary Date

Here we analyse the residential area wise classification of respondents.66% of respondents

are from urban area and 34% of respondents are from rural area. Thus we can conclude that
usage of Ayurveda products is more in urban area than rural area.

Fig: 4.2

45
40
35
30
25
20
15
10
5
0
No. of Respondents Percentage

Urban Rural

34
 4.3 LEVEL OF STUDY

Level of study No of respondents percentage

UG 52 86%
PG 8 14%
Total 60 100
Source: primary Data

The above table shows the level of study of respondents. Here, 86% of respondents are
students of UG level and only 14% of respondents fall under PG level. Thus, we can
conclude that usage of Ayurveda products is more in UG level students.

Fig: 4.3

UG PG

35
4.4 FREQUENCY OF USING AYURVEDHA PRODUCTS AMONG SAMPLE
RESPONDENTS

Frequency of consuming No. of respondents Percentage

Daily 31 51%
Frequently 16 26%
Rarely 9 16%
Never 4 7%
Total 60 100
Source: Primary Data

The above table shows the frequency of using Ayurveda products among sample respondents.
Here, 26% of customers frequently use the products and 51% of people consume it daily.16%
of consumers rarely use the products and only 7% never used it. From this, we can conclude
that frequent consumption of Ayurveda products more rather than everyday consumption.

30
Fig: 4.4

25

20

15

10

0
Yes No Occasionally Never

No. of Respondents Percentage

36
 4.5 REASON BEHIND SELECTION OF AYURVEDA PRODUCT

Reason for selection No: of respondents Percentage

Price 9 15%
Brand Reputation 13 22%
Quality 38 63%
Total 60 100
Source: Primary Data

The above table shows the reason behind selection of Ayurveda products. 63% of
respondents choose Ayurveda products based on the quality followed by 22% on brand
reputation, 15% on price. From this, we can conclude that most of the respondents select
Ayurveda products based on quality.

Fig:4.5

g: 4.5
20%
34%

46%

Yes No Occasionally

37
4.6 WILLINGNESS TO PAY A PREMIUM FOR AYURVEDA
PRODUCTS

Willingness to pay No .of respondents percentage

Yes 56 93%
No 4 7%
Total 60 100
Source: primary data

The above table shows the willingness of respondents to pay Ayurveda products.56% of them
are willing to pay premium for the Ayurveda products that they have used to other people and
only 7% of people are not willing to pay premium to Ayurveda product .Thus we can
conclude most of the consumers are willing to recommend Ayurveda products to their friends
and relatives.

Fig:4.6 Fig:4.6

30

25

20

15

10

0
No. of Respondents Percentage

Yes No

38
 4.7 SOME PREFERRED BRANDS FOR AYURVEDA PRODUCTS

Brand preferred No. of respondents Percentage

Pankajakasthuri 25 42%
Patanjali 12 20%
Oushathi 20 33%
Others 3 5%
Total 60 100%
Source: Primary Data

The above table shows the various product brands of Ayurveda by sample
respondents. 42% of respondents use pankanjakasthuri brand followed by 20%
patajali, and 33% oushathi and 5% of other brands respectively.

Fig : 4.7

7% 18%

32%

43%

Yes No Occasionally Never

39
4.8 MODE OF AWARNESS ABOUT AYURVEDA PRODUCTS AMONG
SAMPLE RESPONDENTS

Mode of awareness No. of respondent percentage

Advertisement 40 67%
News paper 15 25%
Social media 5 8%
Total 60 100%
Source: primary Data

The above table shows the mode of awareness about Ayurveda product among sample
respondents. 67% of sample respondents are aware about Ayurveda products by way of
advertisement, 8% of them by means of social media and 25%of sample respondents are
aware from the newspaper. This we can conclude that most of the sample respondents know
about Ayurveda products by means of advertisement than any other mode of awareness.

45

40

35

30

25

20

15

10

0
Advertisement News paper Social media

No. of respondent percentage

Fig: 4.8

40
4.9 OVERALL RATING OF AYURVED PRODUCTS BASED ON
PERSONAL EXPERIENCE

Rating based on No. of Respondents Percentage

personal experience
Very good 35 58%
Good 16 27%
Satisfactory 7 12%
Dissatisfactory 2 3%
Total 60 100
Source: Primary Data

The above table shows the overall rating of Ayurveda product based on personal experience
of respondents. 58% of respondents rate Ayurveda products as very good and 27% rated as
good 12%, 3% rated as satisfactory and dissatisfactory respectively. Thus, we conclude that
on the basis of Respondents personal experience on using Ayurveda products, majority of
them rated as very good

Dissatisfactory
3%

Satisfactory
12%

Good
27% Very good
58%

Very good Good Satisfactory Dissatisfactory

41
4.10 WILLINGNESS TO RECOMMED THE AYURVEDA PRODUCTS
BY SAMPLE RESPONDENTS

Willingness to No. of Respondents Percentage

Recommended
Yes 57 95%
No 3 5%
Total 60 100
Source: Primary Data

The above table shows the willingness of respondents to recommend Ayurveda products.
95%of them are willing to recommend the Ayurveda products that they have used to other
people and only 3%of people are not willing to give the products. Thus, we can conclude that
most of the consumers are willing to recommend the products to others.

100% 95% 5%
90%
80%
70% 100
60%
50% 57 3
40%
30%
20% 60
10%
0% 0 0 0
1 2 3 4

Willingness to Recommended No. of Respondents Percentage

Fig: 4.10

42
4.11 COMMONLY AVAILABLE AYURVEDIC PRODUCTS IN THE
MARKET

Type of Ayurvedic products No. of Respondents Percentage

Oils 48 80%
Tablets 8 13%
Capsules 4 7%
Total 60 100
Source: Primary Data

The above table shows the type of Ayurveda products used by sample respondents. 80%of
sample respondent use oils, 13%of respondents use tablets and only 7% respondents use
capsules. Thus, we can conclude that most of the people use oils other than other type of
products

Capsules
Tablets 7%
13%

Oils
80%

Oils Tablets Capsules

Fig:4.11

43
4.12 OVERALL SATISFACTION ON AYURVEDA PRODUCTS BY
SAMPLE RESPONDENTS

Overall Satisfaction No. of Respondents Percentage

Highly Satisfied 18 30%
Satisfied 32 53%
Dissatisfied 7 12%
Highly dissatisfied 3 5%
Total 60 100
Source: Primary Data

The above table shows the overall satisfaction of respondents on ayurvedic products. 53% of
respondents are satisfied using Ayurveda products followed by 30% are highly satisfied,
12%are dissatisfied and 5% are highly dissatisfied. From this, we can conclude that most of
customers are satisfied with Ayurveda products.

35

30

25

20

15

10

0
Highly Satisfied Satisfied Dissatisfied Highly dissatisfied

No. of Respondents Percentage

Fig:4.12

44
4.13 CUSTOMER DIFFICULTIES IN FINDING AYURVEDIC
PRODUCTS

Difficulties No. of Respondents Percentage

Yes 11 18%
No 26 43%
Occasionally 19 32%
Never 4 7%
Total 60 100
Source: Primary Data

The above table shows the difficulties in finding the Ayurveda products. 43% respondents are
not faced difficulties in finding products, 32%respondents faced difficulties occasionlly, 18%
people faced difficulties in finding products and 4%people never have difficulties in finding
products. Thus we can concluded that most of the respondent are not faced difficulties in
finding Ayurveda products.

Never
7% Yes
18%

Occasionally
32%

No
43%

Fig: 4.13

45
4.14 RATING ON THE AVAILABLITY OF AYURVEDA PRODUCTS

Rating of Availability No. of Respondents Percentage

Accessible 31 52%
Limited 26 43%
Not accessible 3 5%
Total 60 100
Source: Primary Data

The above table shows the rating of availability of Ayurveda products in the
area of sample respondents. 52% of the respondents have accessibility to the
product, 43%of the respondents have limited availability of Ayurveda products
and only 5% of the respondents are not able to access the products. From this,
we can conclude that majority of respondents have availability to Ayurveda
products.

35

30

25

20

15

10

0
Accessible Limited Not accessible

No. of Respondents Percentage

Fig:
4.14

46
4.15 WILLINGNESS OF THE RESPONDENTS TO INCREASE THE
USAGE OF AYURVEDA PRODUCTS IN FUTURE

Opinion on future usage NO. of Respondents Percentage

Yes 38 63%
No 22 37%
Total 60 100
Source: Primary Data

The above table shows the willingness of respondents to increase the usage of Ayurveda
products in future. 63%of people willing to use Ayurveda in future and only 37%wre not use
Ayurveda products. From this analysis, it is clear that majority of respondents are willing to
increase the use of Ayurveda products in future

No
37%

Yes
63%

Yes No

Fig:4.15

47
4.16 MODE OF PURCHASE OF AYURVEDIV PRODUCTS

Mode of purchase No. of Respondents Percentage

Online 30 50%
Medical store 27 45%
No preference 3 5%
Total 60 100
Source: Primary Data

The above table shows the mode of purchase of Ayurveda products. 50% of people from
online. 45% of people purchase from medical stores and other 5% not prefer any mode of
purchase. So most of people purchase from both online and medical store

35

30

25

20

15

10

0
Online Medical store No preference

No. of Respondents Percentage

Fig: 4.16

48
4.17 AYURVEDA PRODUCTS CAN TREAT CHRONIC HEALTH
CONDITION

Rating No. of Respondents Percentage

Yes 35 58%
No 25 42%
Total 60 100
Source: Primary Data

The above table shows that the Ayurveda products can treat chronic health condition. 58% of
people agree that Ayurveda can treat chronic diseases and 42% respondents disagree that
Ayurveda can’t cure the chronic diseases.

No
42%

Yes
58%

Yes No

Fig :4.17

49
4.18 EFFECTIVENESS OF AYURVEDIC PRODUCTS COMPARED TO
NON AYURVEDIC PRODUCT

Opinion No. of Respondent Percentage

More effective 47 78%
Less effective 9 15%
No effective 4 7%
Total 60 100
Source: Primary Data

The above table shows the effectiveness of Ayurveda products compared to Non Ayurveda
products. 78% of people said that Ayurveda is more effective, 15% opined less effective and
only 7%, not effective. From this we can conclude that effectiveness of Ayurveda products
are more compared to Non Ayurveda products.

50
45
40
35
30
25
20
15
10
5
0
More effective Less effective No effective
Fig 4.18
No. of Respondent Percentage

Fig: 4.18

50
4.19 IMPROVEMENTS IN HEALTH AFTER USING AYURVEDIC
PRODUCTS

Opinion No. of Respondents Percentage

Yes 55 92%
No 5 8%
Total 60 100%
Source: Primary Data

The above table shows the improvements in the health after using Ayurveda products.92% of
respondent’s health are improved and only 8% of people cannot attain improvements in their
health. Thus, we conclude that most of respondent’s health were improved after the use of
Ayurveda products.

Percentage

92%
100%

8%

Yes No Total

Fig: 4.19

51
4.20 OPINION REGARDING ALLERGY WHILE USING AYURVEDA
PRODUCTS AMONG RESPONDENTS

Opinion No. of Respondents Percentage

Allergic 4 7%
Non allergic 56 93%
Total 60 100%
Source: Primary Data

The above table shows the opinion of respondents regarding allergies on using Ayurveda
products.93% of respondents are non allergic while using the Ayurveda products whereas 7%
of respondents are allergic towards Ayurveda products. From this, we can conclude that
chance of having allergy while using the Ayurveda products are using the Ayurveda products
are comparatively less.

60

50

40

30

20

10

0
No. of Respondents Percentage

Allergic Non allergic

Fig:4.20

52
4.21 RATING OF RESPONDENTS TOWARDS PRICING OF
AYURVEDA PRODUCTS

Pricing Opinion No. of Respondents Percentage

Yes 53 88%
No 7 12%
Total 60 100%
Source: Primary data

The above table shows the rating of respondents on pricing of Ayurveda products.88% of
respondents have a favourable opinion about the pricing of Ayurveda products whereas 12%
of them do not have a favourable opinion about the pricing of Ayurveda products. This, we
can conclude that majority of respondents rate the pricing of Ayurveda products as
favourable.

Percentage

88%
100%

12%

Yes No Total

Fig:4.21

53
 CHAPTER 5

FINDINGS, SUGGESTIONS &CONCLUSION

54
 FINDINGS

• Majority of respondents comes under the age of 18-20.

• 66% of respondents are from urban area compared to rural area.
• Ayurveda products are mostly preferred by Under Graduate Students compared to
Post Graduate Students.
• Majority of respondents be aware about Ayurveda products by advertisments.
• On the basis of personal experience 58% gave good rating to Ayurveda. Products.
• 95% of respondents are willing to Recommended to others.
• Most of the sample Respondents use oils other than other type of products.
• 53% of respondents are Satisfied using Ayurveda products.
• 43% of respondents were not faced any difficulties in finding Ayurveda products
• 52% of respondents are accessible the Ayurveda products in their locality.
• Majority of respondents are willing to consume ayurveda products in future.
• Majority of the respondents purchase ayurveda products from online
• 58% of respondents agree that ayurveda products can treat chronic diseases.
• Most of the Respondents health were improved after the use Ayurveda products.
• 78% of respondents said that Ayurveda is are more effective than other conventional
products.
• 93% of respondents using ayurveda products does not cause allergy.
• Around 88% of customers agree that pricing of ayurveda products are favourable to
them.

55
SUGGESTIONS

• The existing products and services can be improved for retaining and attracting
more customers.
• To make successful products , ayurveda product’s marketing strategy should
attract long term consumers.
• More distribution channels can be allocated.
• Outlets and stores can be increased.
• New attractive products can be introduced into society.
• Customers are always price conscious. This shows that the marketers must give
• More importance to the price of their brand.
• Many customers are attracted through price discount and advertisement of the
product, so advertisement must be made for varieties of product under their brand.
• Packaging can be made more attractive.
• Ayurveda products should consider going for a trial version with samples in a
small locality. If the product clicks, then only they should go for mass production scale
for that product.
• New innovative methods of production can be introduced.
• Standard of the product can be increased.
• Proper testing and certification of all the product has to be necessarily ensured.
• fix reasonable price in order to attract lower income people.
• Improve quality of the products to attract more people.

56
 CONCLUSION

Findings of the study shows that there are many significant factors like age of respondents,
product awareness, satisfaction, pricing, quality, packing and any side effects from products
towards respondent view, that together make up the buying decision of the product.
Consumer’s perception towards a product is largely depends on the satisfactory value the users
receive after paying for the product and the benefit the user looks for. Everyone wants to use
quality skincare products and there is a shift from chemical based products to ayurvedic based
products.

The above study concerned with analysis of consumer satisfaction towards Ayurveda
products among students of H.H.M.S.P.B. NSS College for Women, Neeramankara. The
study reveals that there is good awareness about Ayurveda products among women. Many of
them consume Ayurveda product products because it is a herbal product and is of good
quality, It gives good result to the users, because each Ayurveda products are reached and
trialed by the research and development centers of Ayurveda Research centers. In this
situation of growing demand for herbal products and heavy competition, new strategies may
be undertaken to convince and attract more consumers.

57
BIBLIOGRAPHY

58
 BIBLIOGRAPHY

• David Frawley (2003) ‘Yoga and Ayurveda’

• EXIM Bank(1997) Pharmaceutical and Herbal Medicine a Sector study occasional
paper no.54
• Joanna Stroud and Anitha Thompkins(2013). “Ayurveda in Urban Living’
• Madhulinka Banerjee (2001) Public Policy and AyurvedaModernising a Great
Tradition Economic and Political Weekly.
• Manoj Kumar. A.K, Jaya PrakashG and Prabha Balaram(1996).-Immuno modulation
by an Ayurvedic Compound in Recurrent Respiratory Infection, paper presented at the
International Congress on Kerala Studies.
• Meerabai (2001)- Ayurvedic industry and its linkages with forest production in kerala,
CUSAT(A paper Presented on the seminar of Kerala Development Experience
• Mr. Dinesh and Ms. Kavitha (2023)“ coustmer satisfaction towards patanjali
• Ms. Punitha. R (2022)“ A study on consumer awareness and preference towards
Ayurveda products”
• Ms sundari and Mr. Mugan( 2011) “ consumer preference to purchase Ayurveda
products ( google scholar)
• Ms. Urvashi makkar(2007) “ demand of the herbal cosmetic products “( google
scholar)
• Sreekumar (2012) Introduction to Kerala Studies, History of Ayurveda in
Kerala(Volume II- 2012)

• T.L.Devaraj (1995) "Ayurveda for Healthy Living" UBS Publisher Distributers

Limited New Delhi

59
APPENDIX – QUESTIONNAIRE

60
A Study On the consumer satisfaction of Ayurveda products among
students of H. H. M. S. P. B. NSS College for Women, Neeramankara

1.Name:

2. Age:

a. 18- 20

b. 20-25

c. Above 25

3.your residential area

a. Rural

b. Urban

4. Level of study

a. UG

b. PG

61
5. Are you familiar with ayurveda products?

a. Yes

b. No

6.which type of ayurveda products you use most :

a. Skin care
b. Care Hair
c. Others

9.How do you know about brand ?

a. Advertisement
b. Newspaper

c. Social media

10. How much are you satisfied with ayurveda products?

a. Highly satisfied

62
 b. Satisfied

c. Dissatisfied

d. Highly dissatisfied

11. How frequently do you use Himalaya products?

a. Daily

b. Frequently

c. Rarely

d. Never

12.Rate Himalaya product based on personal experience:

a. Very good
b. Good
c. Satisfactory

13.Rate about the quality of Himalaya product

a. Very good
b. Good
c. Satisfactory
d. Unsatisfactory

63
14 . What is the reason behind choosing Himalaya product?

a. Price
b. Brand heritage
c. Quality

15. Is the pricing of Himalaya product reasonable?

a. Yes
b. No

16. Which product brand do you prefer in the AyurvedaProducts?

a. Pankajakasthuri
b. Patanjali
c. Oushathi
d. Others

17 . Have you referred ayurvedic products to friends or family Members?

a. Yes
b. No

18.Does any ayurvedic products cause allergy while using?

a. Yes

64
 b. No

19. Would you be interested in attending workshops or Seminars to learn more about
ayurvedic products and their Uses?

a. Yes

b. No

20.What factors influence your decision between purchasing ayurvedic products online
versus from physical stores?

a. Price

b. Quality

c. Others

21.Do you plan to increase your usage of ayurvedic products

in the future.

a. Yes

b. No

22.Do you believe ayurvedic products can treat chronic health conditions effectively.

a. Yes

b. No

23.how would you rate the availability of ayurvedic products in your area.

a. Accessible

b. Limited

c. Not accessible

65
24.Have you encountered any difficulties in finding specific Ayurvedic products.

a. Yes
b. No

25.Have you experienced any noticeable improvements in Your well-being after using
Ayurvedic products .

a. Yes
b. No

26.Which types of Ayurvedic products do you find most Commonly available in the market?

a. Oils
b. Tablets
c. Capsules

27.Ayurveda products are eco friendly compared to other Products.

a. Yes

b. No

28.Do you believe Ayurvedic products are safer than Conventional products?

a. Yes
b. No

29.suggestions , if any

66
67