A PROJECT REPORT

“To know the consumer behavior about

Ayurvedic Medication
In Ahmedabad”

As the part of the colloquium activity

Submitted to, Prepared by,

Dr. Himani Joshi Group No. 7
Academic Coordinator, Mitesh Shah
Nirav Patel
Stevens Business School
Punit Laheru
Bhupendra Zala
Hiren Darji
Keyur Savalia

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 Acknowledgement

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.

Thank You,
Mitesh Shah
Nirav Patel
Punit Laheru
Bhupendra Zala
Hiren Darji
Keyur Savalia

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 Table of Content
Sl. No. Particular Page
No.
1 Abstract 4
2 Introduction 5
3 Method 6
4 Analysis
4.1 Purchase of medicine and awareness about Ayurvedic medication 7
4.2 Rating of Ayurvedic, Allopathic, and Homeopathic medicine according to its 8
effectiveness
4.3 Response towards the efficiency of Ayurvedic medicines 9
4.4 First impression of Ayurveda in consumers’ mind 10

4.5 Consumers’ satisfaction 11-12

4.6 Consumers’ response towards price 13

4.7 Money spent on Ayurvedic medication 14

4.8 Brand Awareness 15

4.9 Availability of Ayurvedic medicine 16

4.10 Ayurvedic medicines in different diseases 17-22

5 Appendix 1 23

6 Appendix 1 24

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 Abstract

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.

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 Intoduction
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.

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 Methodology

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 : Primary Research

Sample Size : 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.

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Analysis:

 Purchase of medicine and awareness about Ayurvedic medication.

Table 1

MEDICINE WITHOUT CONSULTING THE

DOCTOR
OPTION RESPONSE
Medicine without
ALWAYS 7 consulting doctors ALWAYS
NEVER 39 7%

SOMETIMES 54
TOTAL 100
NEVER
SOMETIMES 37%
AWARENESS OF AYURVEDA 56%

OPTION RESPONSE
YES 100
NO 0
TOTAL 100

Interpretation:
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.

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 Rating of Ayurvedic, Allopathic, and Homeopathic medicine according to its
effectiveness.

Table 2
1ST RANK
45
RATEING OF MEDICINEACCORDING TO 40
ITS EFFECTIVENESS 35
30
OPTION 1ST RANK 25
20
44
ALLOPATHIC 44
15 31
AYURVEDIC 31 10 20 1ST RANK
HOMEOPATHY 20 5
TOTAL 100 0

Interpretation:
Here we can conclude that allopathic medicines are more effective as compare to Ayurvedic and
homeopathic medicines.

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 Response towards the efficiency of Ayurvedic medicines.

Table 3

Efficiency of Ayurvedic medicines Efficiency of

to cure the disease completely ayurvedic…
Yes 32
YES
32%
No 35 43%

Depend on situation 43 25%

Interpretation :
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.

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 First impression of Ayurveda in consumers’ mind
Table 4

FIRST IMAGE OF AYURVEDIC MEDICATON IN

CONSUMERS’ MIND
OPTION RESPONSE
COMPLETE CURABILITY 26
TRADITIONAL TREATMENT 23.5
NO SIDE EFFECT 16
NATURAL PRODUCT 12
BRAND NAME 9
SLOW IN ACTION 9
EXPENSIVE 4.5
TOTAL 100

30

25

20

15
26
23.5
10
16
5 12
9 9
4.5
0

Interpretation:

From the above table we can conclude that complete curability and traditional treatment are most
identical things of Ayurvedic medication.

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 Consumers’ satisfaction

Table 5

SATISFIED WITH AYURVEDIC MEDICATION

OPTION RESPONSES
YES 64
NO 36
TOTAL 100

SATISFIED CONSUMER RESPONSE Satisfied consumer

OPTIONS RESPONSES response
NO SIDE EFFECT 28 70
COMPLETE 14
60
CURABILITY 13 TRADITIONAL
TRADITIONAL 9 50 TREATMENT
9
TREATMENT 40 COMPLETE
OTHER REASONS 13 14 CURABILITY
30
(LIKE GOOD TASTE, NO SIDE EFFECT
DON’T PREFER,CHEAP 20
28
IN COST) 10 LONG TERM
TOTAL 64 0 EFFECT
Satisfied

Interpretation:
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.

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Table 6 Unsatisfied consumer
response
UNSATISFIED CONSUMERS RESPONSE 40
35 3
OPTION RESPONSES LACK OF
LONG TERM 14 30 8 DOCTORS

No of responses
TREATMENT 25
NOT AVAILABLE
EXPENSIVE 11 20 11
NOT AVAILABLE 8 15 EXPENSIVE
LACK OF DOCTORS 3 10
TOTAL 36 14
5 LONG TERM
0
Unsatisfied

Interpretation :
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.

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 Consumers’ response towards price

Table 7

EXPENSIVE THAN ALLOPATHIC MEDICINES

OPTION RESPONSE
YES 59
NO 41
TOTAL 100

Expensive than allopathic

medicines

NO
41%

YES
59%

Interpretation:
From the above graph we can conclude that more than 50% people believe that Ayurvedic
products are expensive as compare to allopathic products.

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 Money spent on Ayurvedic medication

Table 8

TOTAL AMOUNT OF RUPEES SPENT FOR

AYURVEDIC MEDICINE IN LAST ONE YEAR
OPTION RESPONSES
100-199 24
200-499 19
500-999 23
1000-1999 15
2000-4999 11
MORE THAN 4999 8
TOTAL 100

30

25

20

15 29
24 25
23
10

11
5 8

0
100-199 200-499 500-999 1000-1999 2000-4999 4999 +

Interpretation:
From the above table we can conclude that more number of people spent less amount of money to
consume Ayurvedic medicines.

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 Brand Awareness
Table 9

BRAND KNOWN BY CONSUMER

OPTION RESPONSES
HIMALAYA 56
DABUR 68
ZANDU 61
VICCO 51
OTHER(RAMDEVBABA,AYUR,SHETH 21
BROTHERS,MEDICO LABS,CREATIVE
REMIDIES,BEGNATH,SANOV,MAHAYOG
IRAJ GUGOL)

Brand known by consumer

70
60
50
No of response

40
68
30 56 61
51
20
10 21

0
HIMALAYA DABUR ZANDU VICCO OTHERS
Company names

Interpretation:
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.

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 Availability of Ayurvedic medicine

Table 10

ABLE TO GET THE AYURVEDIC Availability of

MEDICINES NEAR TO HOUSE
OPTION RESPONSES
ayurvedic…
YES 69 NO
NO 31 31%
TOTAL 100
YES
69%

Interpretation:
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.

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 Ayurvedic medicines in different diseases

Table 11

% Responses for ayurvedic medicines in different

diseases

25

20
% Response

15
23.17
10
14.6 14.29
5
2.22 2.22 0.95
0
Joint pain Stone Headache Gastro Hair fall Liver
problem intestinal disease
problems
% Responses 14.6 2.22 2.22 23.17 14.29 0.95

Interpretation:
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
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 Ayurvedic medicines for Gastro intestinal problem

Table 12

% of Response for ayurvedic products for

gastro intestinal problems
Azmo dadi churna
Local products
6%
15%
Kanchnur Sheth
guggul(Baidyanath brothers
Company) 26%
13%

Trifla
guggul(Zandu)
36%
Shreylax
Sutopadi 4%
churna
0%

Interpretation:
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.

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 Ayurvedic product for skin problems

Table 13

% of Response for ayurvedic products for skin

Ayur herbal problems
cold cream
10% Vicco termaric cream
0%
13%

Krack cream
15%
Fair & Lovely
ayurvedic natural
fairness cream
Boro plus(Himani
37%
product)
25%

Interpretation:
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.

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 Ayurvedic Product in Joint pain

Table 14

% of Response for ayurvedic products in join pain

Vicco narayanni Gunaspartha Arthcare oil
15% 5% 2% Arthcare capsule
2%

Mahayog raj
guggul(zandu)
33%
Moov
43%

Interpretation:
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.

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 Ayurvedic Medicines for Hair Problems
Table 15

% of Response for ayurvedic products for hair

problems
Dhrutkumari sparsh
5% Ayur products
15%
Keshkanti
Mahabhrungraj oil
3%
39%
Nyle shampoo
15%

Vatika shampoo
23%

Interpretation:
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.

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 Ayurvedic products for teeth problems

Table 16

% of Response for ayurvedic products for

teeth problems
Colgate herbal
10%
Dabur red
21%

Dabur babool
31%

Misvak toothpaste Vicco toothpaste

24% 14%

Interpretation:
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.

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 Appendix 1

AYURVEDIC MEDICATION
TYPE OF PRODUCT PRICE RESPONSE TOTAL % OF
TREATMENT NAME RANGE (RS.) RESPONSE RESPONSE
JOINT PAIN Gunaspartha Rs. 20 per 10 2 46 4.35
tablets
Arthcare oil Rs. 850 per 1 2.17
50ml
Arthcare capsule Rs. 1225 per 1 2.17
60 vegetable
capsuls
Mahayog raj Rs. 70 per 70 13 28.26
guggul(zandu) tablets
Moov Rs. 33 per 25 17 36.95
gm
Vicco narayanni 30gm 6 13.04
Local products -- 6 13.04
STONE Abhaya rista(divya Rs.40 per 2 7 28.57
PROBLEM pharmaceutical) 100gm
Sudershan Rs. 42 per 30 5 71.43
tablets
HEADACHE Local oil for 7 7 100
massage
GASTRO Azmo dadi churna Rs. 50 per 4 73 5.48
INTESTINAL (divya 450ml
PROBLEMS pharmaceutical)
Sheth brothers Rs 35.75 per 19 26.03
100gm
Shreylax Rs 29 per 50 3 4.11
gm
Sutopadi churna Rs 30 per 30 1 0.013
tablets
Trifla Rs. 18 per 30 26 35.62
guggul(zandu) tablets
Kanchnur Rs 46 per 30 9 12.33
guggul(baidyanatth gm
company)
Local products -- 11 15.07
HAIR FALL Dhrutkumari Rs. 200 per 2 45 4.44
sparsh(alovera) 500ml
Ayur products Rs 95 per 6 13.33
500ml
Keshkanti(pitanjali Rs, 65 per 1 2.22
company) 200ml

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 Nyle shampoo Rs 60 per 6 13.33
200ml
Vatika Rs 35 per 9 20
shampoo(dabur) 100ml
Mahabhrungrajoil Rs 205 per 15 33.33
400ml
Navranta oil Rs. 4o per 6 13.33
(himani) 100ml
LIVER Local power mix 3 3 100
DISEASE
CANCER Natural oil which 1 1 100
priscribe by doctor
TEETH Dabur red Rs. 56 per 6 29 20.69
200gm
Vicco toothpaste Rs 185 per 4 13.79
85gm
Misvak toothpaste Rs 75 per 7 24.14
100gm
Dabur babool Rs 60 per 190 9 31.03
gm
Colgate herbal Rs 56 per 3 10.34
150gm
SKIN Vicco termaric R 62 per 30gm 7 52 13.46
creams
Krack cream Rs 50 per 8 15.38
30gm
Boro plus(himani Rs 35 per 13 25
product) 40gm
Fair & lovely Rs 68 per 30 19 36.54
ayurvedic natural gm
fairness cream
Ayur herbal cold Rs 20 per 25ml 5 9.62
cream
COUGH,COLD Dabur products Rs 42 17 40 42.5
,FEVER Trisul tablets Rs. 15 per 6 14 33.33
tablets
Joshina (hamdard) Rs 40 per 3 7.5
100ml
Local products -- 6 15
BLOOD Local tablets 3 3 100
PRESSURE
EYE Jiwadaya Rs 11.50 per 4 9 44.44
netraprabha 5ml
Local drops -- 5 55.556

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Appendix 2

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?

_______________________________________________________

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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?

 Yes  No

10. Total amount of rupees spend for ayurvedic medicine in last one year

 100-200  200-500
 500-1000  1000-2000
 2000-5000  More than 5000

11. Which brand/company you know in Ayurvedic medicine?

 Himalaya  Dabur  Zandu

 Vicco  Other (___________)

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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

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 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

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Sex: M F
Age (Exact _________)(year)
18 - 24
25 - 29
30 - 34
35 - 39
40 - 44
45 - 54
55+

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