MARKETING RESEARCH REPORT

ON

CUSTOMER BUYING BEHAVIOUR TOWARDS

AYURVEDIC PRODUCT

SUBMITTED TO: SUBMITTED BY:

MR. UTKAL KHANDELWAL SUSHMITA SINGH

SWATI AGNIHOTRI
SURBHI SHUKLA
SHIRSTHI AGARWAL
SECTION-D

INTRODUCTION:
.
The health of a nation is a reflection of the health of the people. The health of a nation is a
Composite variety of health indicators, of which the chief are infant mortality rate, maternal
Mortality rate and life expectancy. The Health of India lags behind that of many nations both
Developed and developing, something which the Government has been trying to improve for the
Last 64 years. In recent past, an upsurge has been observed in India towards healthy and stress
freelife. Obviously our country needs to divert more resources to health than the amount
countries ahead of us do. Yet, there is the problem that resources are limited and many other
developmental works are all vying for them. The country is caught in a bind: The poor health of
the people demands more resources, yet shortage of resources means that no more can be
allocated to health. In this situation, the Ayurveda which is maintenance and promotion of
positive health and cures the diseases through medicine, dietary restrictions, yoga and regulated
life style 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.
Ayurveda proposes for an omnipresence of basic building blocks of life in the universe
suggesting that beginning of synthesis is subject to the availability of optimal conditions. This
justifies the life process to begin only a few billion years ago despite availability of the basic
materials since eternity. Primitive earth was proposed to be characterized by Sattva, Rajas and
Tamas (Triguna) symbolizing the physical properties prevalent to the primitive earth. Sattva, the
foremost of Triguna, symbolizes the energy required for creation, Rajas, the second of Triguna
symbolizes the particle movements and Tamas finally symbolizes inert material having a
capacity to convert into new forms under the constant influence of Sattva and Rajas.
Ayurveda has been recognized by the World Health Organization (WHO) as a complete system
of natural medicine.Medicinal herbs as potential source of therapeutics aids has attained a
significant role in health system all over the world for both humans and animals not only in the
diseased condition but also as potential material for maintaining proper health.Rural markets in
India constitute a wide and untapped market for many products and services which are being
marketed for the urban masses. India is one of the largest economies in the world in terms of
purchasing power and has a strong middle class base of more than 300 million. The Indian rural
market with its vast size and demand base offers a huge opportunity for investment. Rural India
has a large consuming class with 41 per cent of India's middle-class and 58 per cent of the total
disposable income. With population in the rural areas set to rise to 153 million households by
2009-10 and with higher saturation in the urban markets, future growth in the FMCG sector will
come from increased rural and small town penetration. Technological advances such as the
internet and e-commerce will aid in better logistics and distribution in these areas.

LITERATURE REVIEW
Over the past several decades, support for traditional medicine has dramatically increased
worldwide. In the Alma Ata Primary Health Care Delivery Declaration of 1978, which called for
health for all by the year 2000, the World Health Organisation (WHO) acknowledged the
importance of traditional medicine in providing primary health care and encouraged countries to
develop official policies on traditional medicine (Saleh 1993: 2122). The WHO General
Guidelines for Methodologies on Research and Evaluation of Traditional Medicine (2000)
provide a strategy for assessing the safety and the efficacy of traditional medicine.
Wharton marketing professor Lisa Bolton (2007), New York University doctoral student Wenbo
Wang and Peking University marketing professor Hean Tat Keh (2007) looked at how people's
perceptions of a given remedy, their perceptions of their illness and other factors influence
medical decision making. The researchers also examined how the choice of remedy, be it
Western medicine (WM) or traditional Chinese medicine (TCM), impacts the decision to follow .
The Economic Times (2003), "The rural market likes it strong" the strength of rural markets for
Indian companies. Financial express, June 19, 2000 has published the strategy about FMCG
majors, HLL, Marico Industries, Colgate Palmolive have formula had for rural markets.
Nature has been a source of medicinal agents for thousands of years and an impressive number
of modern drugs have been isolated from natural sources. Many of these isolations were based on
the uses of the agents in traditional medicine. The plant-based, traditional medicine systems
continue to play an essential role in health care, with about 80% of the worlds inhabitants
relying mainly on traditional medicines for their primary health care. India has several traditional
medical systems, such as Ayurveda and Unani, which has survived through more than 3000
years, mainly using plant-based drugs. The material medica of these systems contains a rich
heritage of indigenous herbal practices that have helped to sustain the health of most rural people
of India Owolabi et al (2007).

RESEARCH OBJECTIVES
 To understand the buying behavior of the consumer towards Ayurvedic
Product.
To know the consumption pattern of Ayurvedic products in society.
Comparison with other health therapies/medicine.

RESEARCH METHODOLOGY

Research design- For collecting primary data I used descriptive research

methodology. In descriptive research methodology a scientific method which involves
observing and describing the behavior of a subject without influencing it in any way.

The study is mainly concerned with Consumer perception towards Ayurvedic product.
The research undertaken was descriptive in nature and based on the interview of
consumers.

DATA COLLECTION-

Primary Data-
For measuring the consumer attitude towards AYURVEDIC PRODUCT, we collect the
primary data on basis of direct interview of consumer because time to time their attitude
change.

Sample design covers all aspects of how the samples in our surveys are specified and
selected.
Finally, there is the selection mechanism used for choosing, randomly, the specific units
that will make up any given survey sample.
 Estimation is the method by which we produce aggregate estimates about characteristics
of the population at large, from the responses received from those people and businesses
selected in the survey samples.

SAMPLE SIZE-
50

SAMPLING METHOD-
Convenient sampling method- It is a non-probability samplinjg tecvhnique where
subjects are selected because of their convenient accessibility and proximity to the
researcher.

Target population-
My target population are Students and Teachers, who used Ayurvedic Products.

DATA ANALYSIS TOOL-

The primary data is collected on the basis of survey method with the help of
questionnaire, interview, direct consultation with Students and faculty. Closed end
questions are used are in questionnaire.
 DATA ANAYSIS

S. ATTRIBUTES STAN
N MEAN DARD
O DEVIA
TION
1 AGE 4 0.934
.
1
6
2 USAGE 4 0.727
.
0
4
3 SIDEEFFECT 2 1.287
S .
7
6
4 CONSUMPTI 3 1.03
ON .
6
5 NEEDADVAN 3 0.904
CEMENT .
2
6 EFFECTIVEN 3 0.976
ESS .
8
4
7 EXPENSIVEN 3 1.239
ESS .
3
4
8 DOMINATIVE 3 0.863
.
7
9 NATURAL 3 1.198
INGREDIENT .
S 5
6
1 SUPPLEMEN 3 0.659
0 T .
CONSUMPTI 8
ON 8
1 RANGE 3 0.903
1 EFFECTIVEN .
ESS 9
6

CONCLUSION:

After an analysis of response received it has been concluded

that the students of GLA university are more interested in the
Ayurvedic products as compared to the product/medicine
recommended by Physicians. Hence, scientific knowledge of
 the Ayurvedic/herbal drugs has to be transmitted out in a
systematic manner to compete the international market and
provide consumer satisfaction. The students had not responded
as per our estimation and hence the results are little bit
deviated from exact situation prevailing in India for Ayurveda.

REFERENCES

Khare CP. Indian Medicinal Plants. 1st ed. Berlin/Heidlburg: Springer verlang; 2007.

Nadkarni KM, Nadkarni AK. Indian Materia Medica. 3rd ed. Mumbai: Popular Prakashan; 2005.
Kiritikar KR, Basu BD. Indian Medicinal Plants, Vol. 8. Dehradun: International Book Distributors;
1999.
Arya V, Kaur R. Kangrian medicinal flora. 1st ed. Kangra, H.P.: Pranav Prakashan; 2012.

Arya V, Kaur R, Kashyap CP, Sharma V. Therapeutic Potency of Ocimum KilimandscharicumGuerke - A

Review. Global J Pharmacol 2011; 5(3):191-200.

Rastogi, S. (2010). Building bridges between Ayurveda and Modern Science.

International journal of ayurveda research, 41-46.

Saleh, A.A. (1993). WHO/EMRO: Politique Sur la Medicine Traditionelle. In: Grancher,
Michel (ed.), La Plante Medicinale: de la Tradition a la Science, Paris: Jacques Grancher.

TECHNEAU CONSUMER PREFERENCES An Overview(2006);an Integrated Project

Funded by the European Commission under the Sixth Framework Programme,
Sustainable Development, Global
ANNEXURE:
Name. Age... Occupation,Sex.
1. Strongly Disagree 2.Disagree 3.Neutral 4. Agree 5. Strongly Agree..

Q.1. The consumption of Ayurvedic/herbal product is beneficial all Age group people.

Q.2 The herbal product is for long term use.

Q.3 Consumption of Ayurvedic/Herbal product leads to any kind of side effects on

health.

Q.4 Each level of societys people can consume the Ayurvedic/Herbal product.

Q.5 The inability of Allopathic medicines to cure Diseases advantages the need of
Ayurvedic product.

Q.6 Consumption of Ayurvedic medicines are more effective than allopathy medicines

Q.7 Herbal /Ayurvedic products are less expensive than other cosmetic products.

Q.8 In forth coming years Ayurvedic product will dominate the market.

Q.9 The Ayurvedic /herbal products contain 100% natural ingredients

Q.10 I had consumed some Ayurvedic /herbal food supplement or rejuvenating

Ayurvedic products.

Q.11 Range of consumables products are effected by the Ayurvedic product in the
market.