The Study Of Customer Perceptions Towards Ayurveda Medicines In

Rural Areas

RESEARCH PROPOSAL IN Rural Marketing

PGDM PROGRAM
Academic Session 2015-17

Submitted By
SAYAN KUNDU
Roll No: 15025
CALCUTTA BUSINESS SCHOOL
(Approved By AICTE, Govt. Of India)

Faculty Guide
Name: Prof. Suman Kumar Dawn
ACKNOWLEDGEMENT

The accomplishment of my project was possible only due to the cooperation, coordination and
the united efforts of different individuals, several sources of material, knowledge and time. . I
would like to express my deepest gratitude to Dr.Suman Kumar Dawn whose contribution in
stimulating suggestions and encouragement helped me to learn and complete the project.
The moving spirits behind this research has been all mentioned above, without whose constant
encouragement and support this project would not have seen a successful outcome.

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 CONTENTS
Introduction

Problem Statement and Purpose of Study

Review of Literature
Methodology

Statement of the Objectives

Research Design
Sampling Techniques
Data Collection and Area for Survey
The Questionnaire Formation and Survey
Statistical tools Adopted
Questionnaire formation for Data Collection
Data Analysis and Findings
Suggestions and Conclusion
References

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Introduction
Ayurveda means knowledge of life and is about 5000 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 their mind, body and spirit in adept equanimity with nature. Natural remedies have immense
applications globally. Ayurveda sees health and disease in holistic terms. It links the microcosm of individuals
with the cosmos. It takes into account the relationship between energy and matter. This system of healing believes
in treatment of not just a part affected by disease but the individual as a whole.

Key Words: Ayurveda, Medicine, Pharmacy

Consumer perception is
Defined as the way that consumers usually view or feel about certain products and services. It can also be related
to customer satisfaction which is the expectation of consumers towards the product Ayurveda has been recognized
by WHO as complete system of natural medicine. The crude drugs
Have therapeutic benefits significant for both humans and animals.
Meghas Herbo Care was formed by Dr.Velayudhan alias Mani a great friend of nature and Ayurveda started in
2003 as a fledging pharmacy. Today it is one of the largest manufactures of Ayurveda medicine with a formidable
presence all over Kerala. The dynamic leadership of Dr. Velayudhan, complemented by the energetic drive of his
team of young enthusiastic professional has taken Meghas Herbo Care Ayurvedic Pharmacy to new heights.

The philosophy behind the inception was to serve the humanity through Ayurveda. Realizing the importance of
standardization of medicines and modernization of production, Meghas Herbo care looks the significant step of
updating the technology of the existing pharmacy and establishing a private limited company. Meghas Herbo
Care at Varode, Palakkad district of Kerala is creditable that it obtained the Good Manufacturing Practice (GMP)
certification from the government of Kerala with in short span of its operation.

Statement of the Problem

The study deals with the consumers perception towards ayurvedic products
The problem was to study the consumer perception and to analyze the different attitudes or motivation for buying
ayurvedic products.

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Review of Literature

1. In their study Chowdhury, Ahmed and Huda (2007), states that perceived quality has significant impact
on customer perceived value, and it is needless to say that consumer perceived value acts as a prerequisite
for consumer buying motive.

2. The study conducted by Nair and Prakash (2007), states that Understanding consumption decision of
consumers is a key to success of any business. Business organizations are spending billions of dollars to
know consumers attitudes, motivation to purchase and future behavioral intentions of consumers.
3. According to the study conducted by Hawkins, Best, Coney and Mukherjee (2007), states that information
processing model have four major steps/stages. It starts with exposure followed by attention, interpretation
and lastly retention. The first three of these establish perception. They also states that all this take place
inside the mind or black box of the consumers simultaneously, and it changes from person to person.
Perception is highly subjective and therefore easily distorted. Moreover, perception is the meaning that an
individual attributes to the incoming stimuli that gathered through the five senses that are taste, smell,
touch, hearing and sight.
4. The study conducted by Akhtar et al. (2008) found that natural cosmetic sales are increasing with revenues
doubling every few year in Europe.

5. Joshi (2008) in his study observed that the perception of people in traditional medicine is optimistic and
emphasized the need to revive the system along the line of prevalent traditions and promote the usage of
herbal medicines.

6. In their study T.P. Hashim, M. Madhu and V.D.T (2009), states that quality control, prevention of
adulteration and other harmful chemicals is a challenge. It should be in minds that all that glitters are not
gold similarly all herbal products are not safe.

7. In the study conducted by Subrahmanian and Venkatesan (2011), suggested that awareness level towards
ayurvedic products was more among elderly men. Lack of facility and availability was a major hindrance
in the popularity of herbal products.

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 Research Methodology

Research Design
The study was both descriptive and analytical in nature and data were collected from consumers by
administering questionnaire.

Area of the Study

The area of study was Murshidabad, Hooghly

Sources of Data

The study was based on both primary and secondary sources.

Primary Source

Primary data were collected from the consumers by administering questionnaire.

Secondary Source
Secondary data were collected from the published records like broachers, official statements etc. Data
were also collected from books journals, magazines and websites.

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Objectives of the Study

To study the consumer perception towards ayurvedic products

To give suggestions based on the findings of the study

Sample Design

A sample of 50 respondents was taken into account for the study. Convenience sampling was the sampling
technique used for this study.

Research
Systematic investigative process employed to increase or revise current knowledge by discovering new facts. It
is divided into two general categories:
(1) Basic research is inquiry aimed at increasing scientific knowledge.

(2) Applied research is effort aimed at using basic research for solving problems or developing new
processes, products, or techniques.

Research Techniques

Pie Chart
Bar Graph

Data analysis tool

The primary data is collected on the basis of survey method with the help of questionnaire, interview. Closed
end questions are used are in questionnaire.

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DATA ANALYSIS

Results and Discussions

Table 1
Age Group

AGE GROUP NO.OF RESPONDENTS PERCENTAGE

Below 15 yrs. 2 4
15-30 yrs. 18 36
30-45 yrs. 13 26
45-60 yrs. 7 14
Above 60 yrs. 10 20
Total 50
Source Primary Data

Chart No.1
Age Wise Classification of Respondents

Interpretation
From the above table and graph it can be found that 36% of the consumers were aged between 15-30 years. 26%
of them were between 30-45 years. 20% of consumers were aged above 60 years. 14% of
Consumers were aged between 45-60 years. Only 4% of consumers belong to below 15.

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Table 2
Gender

GENDER NO.OF RESPONDENTS PERCENTAGE

Male 24 48
Female 26 52
Total 50
Source Primary data

Chart No.2
Gender wise classification of respondents

Interpretation
The table 2 and chart 2shows that 52% of the respondents were females and remaining 48 of respondents were
males.

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Table 3

Educational Details of the Respondents

EDUCATIONAL STATUS NO.OF RESPONDENTS PERCENTAGE

Primary 11 22
Secondary 14 28
Higher secondary 5 10
Graduation 12 24
Post-graduation 8 16

Total 50

Source Primary Data

Chart No. 3

Educational Details of Respondents

Interpretation
The above table and figure depicts that about 28% of the respondents were completed their
secondary education. 24% of the respondents were graduates. 22% of respondents were completed
their primary
Education. 16% of the respondents were post graduates and 10% of them were completed with
their higher secondary education.
Table 4

Better Medication

Medication Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

Ayurveda 39 8 2 1 0
Alopathy 5 19 24 2 0
Homeopathy 5 22 20 3 0
Unani 1 1 4 44 0
Others 0 0 0 0 0

Total 50

Source primary data

Chart no.4

Chart Title
25

20

15

10

0
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

Features Goodness of Ayurveda Reasonable price Quality Quick relief

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Table 5
Weighted Average Rank Table Showing the Better Medication

Ranks Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

Features 5 4 3 2 1
Ayurveda 195 32 6 2 0235
Alopathy 25 76 72 4 0177
Homeopathy 25 88 60 6 0
Unani 5 4 12 88 0
Other 0 0 0 0 0
medication

Source Primary Data

Chart no. 5

Features Goodness of Ayurveda Reasonable price

Quality Quick relief Easy availability

Interpretation
The above tables shows the ranks of better medication. It can be seen that the first rank was given
to the Ayurveda that means most of the customers given their first preference to Ayurveda. The
second rank is for homeopathy. Alopathy was given third rank.

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Table 6

Number of Regular Consumers

OPINION NO.OF RESPONDENTS PERCENTAGE

Yes 48 96
No 2 4

Total 50
Source Primary Data

Chart No.6
Number of Regular and Non Regular Customers

Interpretation
The table 6 and the above figure shows that about 96% of respondents were regular customers of
herbal products and only 4% of respondents were occasional customers.

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Table 7

Rank Table Showing the Reason for Preferring Ayurvedic Products

Ranks Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7

Features 1 2 3 4 5 6 7
Goodness of 23 8 10 2 1 6 0
Ayurveda
Reasonable 4 10 15 13 5 3 0
price
Quality 7 13 12 9 5 4 0
Quick relief 0 4 5 11 15 15 0
Easy availability 4 3 5 10 16 12 0
No side effects 12 12 3 5 8 10 0
Others 0 0 0 0 0 0 0

Total 50

Source Primary Data

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Chart no.7

Features Goodness of Ayurveda Reasonable price

Quality Quick relief Easy availability
No side effects Others

Interpretation
The table 7 shows that the first rank is given for the feature of goodness of Ayurveda. This shows
that most of the customers were purchasing the product because of the reason of goodness of
Ayurveda. The next rank is for quality and the customers are interested in its quality also. The third
rank was given for the reasonable price. The absence of side effects gets fourth rank and easy
availability of ayurvedic products gets fifth rank. The sixth and seventh rank was given for quick
relief and other features respectively.

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Findings

o Out of the 50 respondents, most of the respondents (36%) were aged above 60 years. (14%)
of the respondents were aged in between 45-60 years and only (4%) aged below 15 years.

o Majority of the respondents were females (52%). Male respondents were only 48%.

o Most of the respondents (28%) completed their secondary education. 24 were graduates
and 10% of them were post graduates. 22% of them completed primary education and only
10% were secured higher secondary education.

o The main reason behind choosing the ayurvedic products by the customers was the
goodness of Ayurveda. The quality of medication also motivates consumers to buy
ayurvedic products.

The source of awareness about the products for majority of consumers was through word of mouth.
The notice also provokes sales.

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Suggestions
The organization can adopt

Advertisement techniques such as television advertisements, newspaper advertisements etc. to

create awareness about the products among consumers.

The pharmacy may implement online

Shopping site to attract various prospective consumers to make them a real consumers of the
products.

The pharmacy can provide a service

Of experienced consultants at its own premises.

The organization can adopt web

Based promotional techniques to increase its area of operation and also to increase its
commercial sales.

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Conclusion

The study was conducted to find out

The consumers perception towards ayurvedic products with special reference to Meghas Herbo
Care Ayurvedic Pharmacy. This pharmacy is a GMP (Good Manufacturing Practice) certified
pharmacy. The consumers have good opinion about the products offered by the pharmacy. The
pharmacy keeps a good relationship between its consumers by providing good and quality products
to them. All consumers of the company were satisfied with the products and would like to
recommend the products to others.

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References

Akhtar S, Halim, MA, Sohel, MSI, Sarker, SK, Chowdhury, MSH & Sonet, SS, A review on the
use of non-timber forest products in beauty- care in Bangladesh, Journal of Forestry Research,
vol. 19 no. 1, , 2008 ,pp. 72-78.
Arya.V, Kumar.S & Kumar.S Consumer Buying Behavior towards Ayurvedic Medicines/Products
in Joginder.

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