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“To know the consumer behavior about Ayurvedic Medication In Ahmedabad”
As the part of the colloquium activity
Dr. Himani Joshi Academic Coordinator, Stevens Business School
Group No. 7 Mitesh Shah Nirav Patel Punit Laheru Bhupendra Zala Hiren Darji Keyur Savalia
It is indeed an opportunity to prepare a report on consumer behavior. Preparation of such type of report calls for intellectual nourishment, professional help and encouragement from many areas.
We would like to thank Stevens Business School for the compulsion of this most wonderful aspect of our MBA curriculum without which knowledge of management studies is incomplete and futile.
We would like to thank and express my gratitude to Dr. Himani Joshi for providing us her guidance and co- operation.
Further, we are thankful to all the respondents of our questionnaire who spared there time from their busy schedule and obliged us by giving their co-operation and the information we needed
Lastly, we would like to thank to all those who had helped us directly or indirectly in completing this project successfully.
Mitesh Shah Nirav Patel Punit Laheru Bhupendra Zala Hiren Darji Keyur Savalia
Table of Content Sl. No.
1 2 3
4 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10
Abstract Introduction Method
Analysis Purchase of medicine and awareness about Ayurvedic medication Rating of Ayurvedic, Allopathic, and Homeopathic medicine according to its effectiveness Response towards the efficiency of Ayurvedic medicines First impression of Ayurveda in consumers’ mind Consumers’ satisfaction Consumers’ response towards price Money spent on Ayurvedic medication Brand Awareness Availability of Ayurvedic medicine Ayurvedic medicines in different diseases
4 5 6
7 8 9 10 11-12 13 14 15 16 17-22 23 24
Appendix 1 Appendix 1
This report is based on a research on consumer behavior about Ayurvedic medication Ahmedabad, India. The data are mainly collected by face to face conversation, based on the questionnaire, with sample of 100 consumers at various places of Ahmedabad. Result shows that all most all the people are aware about the ayurvedic medication and also uses in their routine life in one or other form.
We came a cross people who are familiar with Ayurvedic treatment, knowing that it is a long process based on various dietary instructions and advice for personal conduct. The most common answer we received in Ahmedabad city after asking the benefits of Ayurvedic treatment is that it does not have side effects. In short, whether allopathic or Ayurveda, the medicine is frequently reduced to the icons of efficacy, if one offer quick fixes, the other has no side effects. Many of the consumer have rigid mind set of particular brand like Dabur, Himalaya, Zandu. Many of them are regular consumer with a problem like constipation, joint pain, hair fall, skin allergy. On the other hand group of the consumer is very attractive towards the cosmetic preparation. After an analysis of response received we are able to conclude that people of Ahmedabad are totally aware about the Ayurvedic medication and most to them preferred it because of no side effect.
Ayurveda is the Sanskrit word meaning “knowledge of life” and Ayurvedic Medicine is an alternative form of medicine. It is a traditional Indian medicine which scholars are still not sure about when it actually began, but the general consensus is that it began nearly 5,000 years ago. In fact scholars are now saying that Ayurvedic Medicine is the oldest form of medicine around and were influenced by both Greek and Traditional Chinese medicine. Because of this claim Ayurvedic Medicine has become labeled the “Mother of all Healing”. It is the art of balance and longevity for the human body.
Like most cities in India, Ahmedabad is packed with clinics, pharmacies and hospitals. In terms of quantity, people have easy access to health services, mainly Allopathic, Ayurvedic and Homeopathic. To know the behavior of consumers towards the Ayurvedic medication, we have conducted the survey. For that purpose we have prepared a questionnaire and got the response of the 100 consumers. Analysis of the survey and results are done as it is mention in below part of the report.
In our project on understanding the consumer behavior on Ayurveic medication we followed the given below methodology: First we have list out the questions to be asked to know about their behavior about the Ayurveda and then we had scrutinize the questions to be asked. After finalizing the questionnaire we went to different places in Ahmedabad and did face to face interaction with consumer according the questionnaire. Research Type Sample Size : Primary Research : 100
Selecting the research method - As our research problem requires collection of primary data we have selected surveys as our research method. For this we have designed our questionnaire and also have analyzed research design. In selecting the sampling procedure we have taken 100 households as a sample to represent the entire households of Ahmedabad city. We have used cluster sampling and we will be considering clusters from different areas. We will be conducting the research in different areas of Ahmedabad. There won’t be any discrimination on any other basis like income, age, etc. Data collection: Data collection was done in one stage only; we conducted the main study of 100 households from different places of Ahmedabad. After collecting the data the next important phase is to evaluate the data. In evaluating the data first we did editing to verify the data and check for any potential errors or for any inconsistencies. We had remove the errors that may have cropped up during the interviews. Then we did coding to assign different codes to different sets of responses so that the data can be fed in and interpreted easily. After this several mathematical and statistical models were used for analysis of the data. Interpretation of the analysis was done to arrive at the conclusion. The last step includes the preparation and presentation of the report.
Purchase of medicine and awareness about Ayurvedic medication.
Table 1 MEDICINE WITHOUT CONSULTING THE DOCTOR OPTION RESPONSE ALWAYS 7 NEVER 39 SOMETIMES 54 TOTAL 100 AWARENESS OF AYURVEDA OPTION YES NO TOTAL RESPONSE 100 0 100
Medicine without consulting doctors
From the above table we can conclude that most number of people use medicine with consulting doctor. So companies should consult physicians for advertisement purpose for its products. Ayurveda is traditional treatment and it has been using for so many years and all the people are aware about Ayurvedic medication.
Rating of Ayurvedic, Allopathic, and Homeopathic medicine according to its effectiveness.
Table 2 RATEING OF MEDICINEACCORDING TO ITS EFFECTIVENESS OPTION 1ST RANK 44 ALLOPATHIC 31 AYURVEDIC 20 HOMEOPATHY 100 TOTAL
45 40 35 30 25 20 15 10 5 0
44 31 20
Here we can conclude that allopathic medicines are more effective as compare to Ayurvedic and homeopathic medicines.
Response towards the efficiency of Ayurvedic medicines.
Efficiency of Ayurvedic medicines to cure the disease completely
Yes No Depend on situation 32 35 43
Efficiency of ayurvedic…
From the above table we can conclude that most of the people are agreed upon that Ayurvedic medicine is effective to cure problems in much kind of diseases.
First impression of Ayurveda in consumers’ mind
Table 4 FIRST IMAGE OF AYURVEDIC MEDICATON IN CONSUMERS’ MIND OPTION COMPLETE CURABILITY TRADITIONAL TREATMENT NO SIDE EFFECT NATURAL PRODUCT BRAND NAME SLOW IN ACTION EXPENSIVE TOTAL
30 25 20 15 10 5
RESPONSE 26 23.5 16 12 9 9 4.5 100
16 4.5 12
From the above table we can conclude that complete curability and traditional treatment are most identical things of Ayurvedic medication.
~ 10 ~
Table 5 SATISFIED WITH AYURVEDIC MEDICATION OPTION RESPONSES 64 YES 36 NO 100 TOTAL
SATISFIED CONSUMER RESPONSE OPTIONS NO SIDE EFFECT COMPLETE CURABILITY TRADITIONAL TREATMENT OTHER REASONS (LIKE GOOD TASTE, DON’T PREFER,CHEAP IN COST) TOTAL RESPONSES 28 14 9 13
Satisfied consumer response
70 60 50 40 30 20 10 13 9 14 TRADITIONAL TREATMENT COMPLETE CURABILITY NO SIDE EFFECT
LONG TERM EFFECT
From the above table we can conclude that most of consume satisfied with Ayurvedic product and their reasons for satisfaction are no adverse effect of Ayurvedic medicines and these products remove disease from the rout of body. While some people satisfied with Ayurvedic products because of its good taste.
~ 11 ~
Unsatisfied consumer response
No of responses
UNSATISFIED CONSUMERS RESPONSE OPTION LONG TERM TREATMENT EXPENSIVE NOT AVAILABLE LACK OF DOCTORS TOTAL RESPONSES 14 11 8 3 36
3 8 11
30 25 20 15 10 5 0
LACK OF DOCTORS NOT AVAILABLE EXPENSIVE
From the above table and graph we can conclude the main reason for not satisfaction towards Ayurvedic medication is its long term treatment and these products are highly expensive as compare to allopathic and homeopathic products.
~ 12 ~
Consumers’ response towards price
Table 7 EXPENSIVE THAN ALLOPATHIC MEDICINES OPTION YES NO TOTAL RESPONSE 59 41 100
Expensive than allopathic medicines
NO 41% YES 59%
From the above graph we can conclude that more than 50% people believe that Ayurvedic products are expensive as compare to allopathic products.
~ 13 ~
Money spent on Ayurvedic medication
TOTAL AMOUNT OF RUPEES SPENT FOR AYURVEDIC MEDICINE IN LAST ONE YEAR OPTION RESPONSES 24 100-199 19 200-499 23 500-999 15 1000-1999 11 2000-4999 8 MORE THAN 4999 TOTAL 100
30 25 20 15 24 10 5 0 100-199 200-499 500-999 1000-1999 2000-4999 4999 + 11 8 29
From the above table we can conclude that more number of people spent less amount of money to consume Ayurvedic medicines.
~ 14 ~
BRAND KNOWN BY CONSUMER OPTION HIMALAYA DABUR ZANDU VICCO OTHER(RAMDEVBABA,AYUR,SHETH BROTHERS,MEDICO LABS,CREATIVE REMIDIES,BEGNATH,SANOV,MAHAYOG IRAJ GUGOL) RESPONSES 56 68 61 51 21
Brand known by consumer
70 60 No of response 50 40 30 20 10 0 HIMALAYA DABUR ZANDU VICCO OTHERS 68 61
From the above table we can conclude that Dabur and Zandu are well known brand in market and even people usally buy Ayurvedic medicines which are produced by local players like ayur, sheth brothers, begnath, mahayogiraj etc.
~ 15 ~
Availability of Ayurvedic medicine
Table 10 ABLE TO GET THE AYURVEDIC MEDICINES NEAR TO HOUSE OPTION RESPONSES YES 69 NO 31 TOTAL 100
Availability of ayurvedic…
From the above graph we can conclude that Ayurvedic products are available near to consumes house and they are able to get those Ayurvedic products easily.
~ 16 ~
Ayurvedic medicines in different diseases
% Responses for ayurvedic medicines in different diseases
15 23.17 10 5 0 Joint pain % Responses 14.6 2.22 Stone problem 2.22 2.22 Headache 2.22 Gastro intestinal problems 23.17 Hair fall 14.29 0.95 Liver disease 0.95
From the above graph we can conclude that Ayurvedic medicine are mostly preferred in gastro intestinal problems, joint pain and hair fall problems. While they are very less preferred in stone, headache and liver problems
~ 17 ~
Ayurvedic medicines for Gastro intestinal problem
% of Response for ayurvedic products for gastro intestinal problems
Local products 15%
Kanchnur guggul(Baidyanath Company) 13% Trifla guggul(Zandu) 36% Shreylax Sutopadi 4% churna 0% Azmo dadi churna 6% Sheth brothers 26%
From the above graph we can conclude that trifla guggul and Sheth brother are highly preferred Ayurvedic product in gastro intestinal problems and local products and Kanchnur guggul are comparably less preferred while Sutopadi churna and Shreylax are very less preferred Ayurvedic products.
~ 18 ~
Ayurvedic product for skin problems
Ayur herbal cold cream 10%
% of Response for ayurvedic products for skin problems
0% Vicco termaric cream 13% Krack cream 15%
Fair & Lovely ayurvedic natural fairness cream 37%
Boro plus(Himani product) 25%
From the above graph we can conclude that Fair & lovely and Boro plus are highly preferred Ayurvedic product in skin problems and Krack cream and Vicco termaric cream are comparably less preferred while Ayur herbal cold cream is very less preferred Ayurvedic products for skin problems.
~ 19 ~
Ayurvedic Product in Joint pain
% of Response for ayurvedic products in join pain
Vicco narayanni 15% Gunaspartha Arthcare oil 5% 2% Arthcare capsule 2%
Mahayog raj guggul(zandu) 33% Moov 43%
From the above graph we can conclude that Moov and Mahayog raj are highly preferred Ayurvedic product in joint pain and Gunaspartha and vicco narayanni are comparably less preferred while Arthcare oil, Arthcare capsule are very less preferred Ayurvedic products.
~ 20 ~
Ayurvedic Medicines for Hair Problems
% of Response for ayurvedic products for hair problems
Dhrutkumari sparsh 5% Ayur products 15% Keshkanti 3% Nyle shampoo 15% Vatika shampoo 23%
Mahabhrungraj oil 39%
From the above graph we can conclude that Mahabhrungraj oil and Vatika shampoo are highly preferred Ayurvedic product in hair problems and Ayur products and Nyle shampoo are comparably less preferred while Dhrutkumari sparsh and Keshkanti are very less preferred Ayurvedic products for hair problems.
~ 21 ~
Ayurvedic products for teeth problems
% of Response for ayurvedic products for teeth problems
Colgate herbal 10% Dabur red 21% Dabur babool 31% Misvak toothpaste 24% Vicco toothpaste 14%
From the above graph we can conclude that Dabur babool and Misvak toothpaste are highly preferred Ayurvedic product in teeth problems and Dabur red and Vicco toothpaste are comparably less preferred while Colgate herbal is very less preferred Ayurvedic products for teeth problems.
~ 22 ~
AYURVEDIC MEDICATION PRICE RESPONSE RANGE (RS.) Rs. 20 per 10 2 tablets Arthcare oil Rs. 850 per 1 50ml Arthcare capsule Rs. 1225 per 1 60 vegetable capsuls Mahayog raj Rs. 70 per 70 13 guggul(zandu) tablets Moov Rs. 33 per 25 17 gm Vicco narayanni 30gm 6 Local products -6 Abhaya rista(divya Rs.40 per 2 pharmaceutical) 100gm Sudershan Rs. 42 per 30 5 tablets Local oil for 7 massage Azmo dadi churna Rs. 50 per 4 (divya 450ml pharmaceutical) Sheth brothers Rs 35.75 per 19 100gm Shreylax Rs 29 per 50 3 gm Sutopadi churna Rs 30 per 30 1 tablets Trifla Rs. 18 per 30 26 guggul(zandu) tablets Kanchnur Rs 46 per 30 9 guggul(baidyanatth gm company) Local products -11 PRODUCT NAME Gunaspartha Dhrutkumari sparsh(alovera) Ayur products Keshkanti(pitanjali company) Rs. 200 per 500ml Rs 95 per 500ml Rs, 65 per 200ml 2 6 1
TYPE OF TREATMENT JOINT PAIN
TOTAL RESPONSE 46
% OF RESPONSE 4.35 2.17 2.17
28.26 36.95 13.04 13.04 28.57 71.43 7 73 100 5.48
HEADACHE GASTRO INTESTINAL PROBLEMS
26.03 4.11 0.013 35.62 12.33
15.07 45 4.44 13.33 2.22
~ 23 ~
Nyle shampoo Vatika shampoo(dabur) Mahabhrungrajoil Navranta oil (himani) Local power mix Natural oil which priscribe by doctor Dabur red Vicco toothpaste Misvak toothpaste Dabur babool Colgate herbal SKIN Vicco termaric creams Krack cream Boro plus(himani product) Fair & lovely ayurvedic natural fairness cream Ayur herbal cold cream COUGH,COLD ,FEVER Dabur products Trisul tablets Joshina (hamdard) Local products Local tablets Jiwadaya netraprabha Local drops
Rs 60 per 200ml Rs 35 per 100ml Rs 205 per 400ml Rs. 4o per 100ml
6 9 15 6 3 1 3 1 29
13.33 20 33.33 13.33 100 100 20.69 13.79 24.14 31.03 10.34 52 13.46 15.38 25 36.54
LIVER DISEASE CANCER TEETH
Rs. 56 per 200gm Rs 185 per 85gm Rs 75 per 100gm Rs 60 per 190 gm Rs 56 per 150gm R 62 per 30gm Rs 50 per 30gm Rs 35 per 40gm Rs 68 per 30 gm Rs 20 per 25ml Rs 42 Rs. 15 per 6 tablets Rs 40 per 100ml --
6 4 7 9 3 7 8 13 19
5 17 14 3 6 3 4 5 40
9.62 42.5 33.33 7.5 15 100 44.44 55.556
BLOOD PRESSURE EYE
Rs 11.50 per 5ml --
~ 24 ~
Questionnaire: =========================================================== Ayurvedic medicines are one of the medications for treatment of various diseases. We, the students of STEVENS BUSINESS SCHOOL Ahmedabad, are conducting a survey on consumer behavior about ayurvedic medication for assessing the market potential of Ayurvedic medicines. For this, we need your help and few precious minutes so that your responses can help us in our analysis. We assure you that the information taken from you will not be used otherwise and will be kept confidential. =========================================================== 1. Do you buy medicines without consulting the doctor? Always Never Sometimes
2. Are you aware about term Ayurvedic medicine / Ayurvedic Treatment? Yes No
3. Which medium of medicine do you think most effective? Rate the following 1st for the most preferable. Ayurvedic Homeopathy Allopathic
4. Do you agree that allopathic though effective, Ayurvedic is capable of curing disease from the root of our body? Yes No
5. What thing comes first in your mind when you think the term Ayurvedic? _______________________________________________________ 6. Why you prefer Ayurvedic medicine? _______________________________________________________ ~ 25 ~
7. Are you satisfied with the Ayurvedic Medication? Yes No
a. If No, Why do you not prefer Ayurvedic? Not effective Not available Expensive Lack of doctors b. If yes, why do you prefer Ayurvedic? More effective No side effect 8. Do you find Ayurvedic medicine efficient enough to cure your problem? Yes No Depends on type of problem 9. Are Ayurvedic medicines more expensive than allopathic medicines?
10. Total amount of rupees spend for ayurvedic medicine in last one year 100-200 500-1000 2000-5000 200-500 1000-2000 More than 5000
11. Which brand/company you know in Ayurvedic medicine? Himalaya Vicco Dabur Zandu Other (___________) ~ 26 ~
12. Are you able to get the Ayurvedic medicines near to your house? Yes No
13. Are you a repeat buyer or 1st time buyer? ______________________________________________________ 14. If repeat buyer than for which kind of treatment? ______________________________________________________ 15. Do you prefer ayurvedic cosmetic preparation instead on allopathic creams? Yes No
16. Do you avoid Ayurvedic because of lack of instant result? Yes No
~ 27 ~
Questionnaire for consumer behavior about Ayurvedic medication
STEVENS BUSINESS SCHOOL
Village Sanawad, Rancheda Kalol Road, Near Khatrej, Gandhinagar. Tel:+ 91-2764-281865 Respondent’s Name: ......................................................................................... Address (Number, Street, and Town): ...................................................................... .............................................................................................................................. .............................................................................................................................. Telephone No.: ................................................................................................... Income (Rs.): Less than Rs 15,000
Rs 15,000 – Less than Rs 30,000 Rs 30,000 – Less than Rs 80,000 Above Rs 80,000
~ 28 ~
Age (Exact _________)(year) 18 - 24 25 - 29 30 - 34 35 - 39 40 - 44 45 - 54 55+
~ 29 ~
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