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A Study on Consumer Awareness and Preference towards Ayurvedic Products

in Coimbatore City

Article · May 2019

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International Journal of Scientific Research and Review ISSN NO: 2279-543X

A Study on Consumer Awareness and Preference

towards Ayurvedic Products in Coimbatore City
P. Sivaranjani1*, V. Yuvaraj2 , G. Uma3
1
Department of Mathematics, KSG College of Arts & Science, Coimbatore, T.N. INDIA.
2
Department of Statistics, PSG College of Arts and Science, Coimbatore, T.N. INDIA.
3
Department of Statistics, PSG College of Arts and Science, Coimbatore, T.N. INDIA.

ABSTRACT
The Indian ayurvedic product is flooded with numerous well-known and recognized ayurvedic
brands. Consumers of this epoch have become more concerned about their health and also tending to
maintain quality of life which is reflected through the preferential consumption of those products that
protects the good state of their health as well as provide utmost satisfaction. The choice and usage of a
particular brand by the consumer over the time is affected by the quality benefits offered by the brand.
This study is proposed to make an attempt to find out the consumer satisfaction, awareness, attitude and
preference towards familiar ayurvedic products in Coimbatore city of Tamil Nadu, India. Around 150
consumers were directly interviewed using well structured questionnaire and the result of the study is
showing valuable work has been done to show the consumers awareness, attitude and preference towards
ayurvedic products.

KEYWORDS: Ayurvedic product, Coimbatore city, consumers, satisfaction, awareness

INTRODUCTION
'Ayurveda' is the 'science of life'. Since life is synonymous with health, Ayurveda is deemed to be
the 'science of human health'. Ayurveda's approach towards healing is holistic. It doesn't deal with
individual organs in isolation, but treats the body as a whole. More important, it doesn't give temporary
relief, but cure the disease.
Underwood & Rhodes, 20081 hold that this early phase of traditional Indian medicine identified
'fever (takman), cough, consumption, diarrhea, dropsy, abscesses, seizures, tumours, and skin diseases
(including leprosy)'. Treatment of complex ailments, including angina pectoris, diabetes, hypertension, and
stones, also ensued during this period. Plastic surgery, cataract surgery, puncturing to release fluids in the
abdomen, extraction of foreign elements, treatment of anal fistulas, treating fractures, amputations,
caesarean sections, and stitching of wounds were known. The use of herbs and surgical instruments
became widespread.

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Ayurvedic medicine, as practiced in India, is one of the oldest systems of medicine in the world.
Many Ayurvedic practices predate written records and were handed down by word of mouth. Two ancient
books, written in Sanskrit more than 2,000 years ago, are considered the main texts on Ayurvedic
medicine—Caraka Samhita and Sushruta Samhita. It gives emphasis to the triune nature of each person:
body care, mental regulation, and spiritual/consciousness refinement.
Ayurvedic medicine continues to be practiced in India, where nearly 80 percent of the population
uses it exclusively or combined with conventional (Western) medicine. It is also practiced in Bangladesh,
Sri Lanka, Nepal, and Pakistan. Most major cities in India have an Ayurvedic college & hospitals. The
Indian government began systematic research on Ayurvedic practices in 1969, and that work continues.

STUDY AREA
Numerous studies have been regulated on consumer behaviour in the use of Ayurvedic
medicine/products or herbal drugs in several areas. In Coimbatore, various selling points are available in
sufficient numbers and are visited by bulk of consumers. The modern day consumers are aware of
ayurvedic products and numerous brands in ayurvedic products are in the market. Selecting the best
product is challenging one to the consumers that interest made us to studying the Ayurvedic/herbal product
purchasing/buying behaviour of consumers in Coimbatore region. The present investigation has been
carried out at Coimbatore region of Tamil Nadu, India. Direct discussions with different
consumers/respondents were made and their opinions were recorded.

STATEMENT OF THE PROBLEM

The consumer or the buyer is the person or group of persons, who decide what to buy and what not
to buy. He has to produce what is demanded or what can be demanded. The need of the study is to find out
the influence of ayurvedic products by consumer satisfaction towards this product. Through the study it is
motivated to buy or not to buy a particular product. After the study of consumer satisfaction towards that
product, from which manufacturer tries to find out how sales can be pushed of existing products, what
changes are required to get larger market share. The study is dependent upon consumer behaviour which
can be influenced, which has been proved by actual sales promotion for the product.

OBJECTIVES OF THE STUDY

The purpose of the paper is to understand the awareness, attitude and preference of consumers
towards various ayurvedic products. The overall objectives are as follows:
 To study the consumers awareness towards ayurvedic products.
 To study about the consumer preference towards ayurvedic products
 To study about the consumer satisfaction on ayurvedic products.

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METHODOLOGY
The study is confine to the city of Coimbatore only. The sources of data use primary method of
collecting information from 150 consumers using questionnaire. Random sampling method will be used to
decide the sample from which the data will be collected. The common statistical tools of Simple
Percentage Analysis, Chi-square test, t-test are used to study this data.

RESULTS AND DISCUSSION

Table No.1 presents the demographic details of the respondents. The researcher tried to maintain a
proper balance in the collection of respondents.
Table No. 1 Demographic Details of the respondents
Gender Frequency Percent
Male 70 46.7
Female 80 53.3
Area
Rural 71 47.3
Urban 79 52.7
Age
15 - 20years 52 34.7
20 - 30years 61 40.7
30 Above 37 24.7
Marital Status
Married 51 34
Unmarried 99 66
Occupational Status
Agriculture 15 10.0
Business 21 14.0
Professional 17 11.3
Employed 25 16.7
Others 21 14.0
Students 51 34.0
Income Level
Up to 5000 37 24.7
5000-10000 40 26.7
10000-15000 14 9.3
Above 15000 8 5.3
Not applicable 51 34.0

It is observed that 92% of the consumers are well aware of ayurvedic products in Coimbatore city
while 12% of them are not that much aware of ayurvedic products. The impact of awareness through
various sources shows that 42.7 % of the consumers aware through advertisement, 32% of the consumers
are aware by the friends and relatives, 10.7 % are aware by personal selling and 6.7 % aware by visiting
trade fairs and exhibitions.
The majority of 26% of consumers preferring Himalayas, 23.3% purchase Dabur, 18% buy Vicco
and 17.3% consumers are purchasing Arya vaidya sala kottakal, 7.3% are interested in Patanjali product
and remaining 8 % consumers are prefer other ayurvedic products like Ayush, Indica and Ashwini. The

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following chart shows the percentage of interest in buying ayurvedic products among consumers in
Coimbatore city.

Consumers Brand Preference

Ashwini 4.7
Ayush 1.3

Patanjali 7.3
2
Brands

Indica
17.3
Arya Viadya Sala
18
Vicco
26
Himalayas
Dabur 23.3

0.0 5.0 10.0 15.0 20.0 25.0 30.0

Percentage

Figure 1. Percentage of Consumers Brand Preference

84.7 % of the consumers are suggesting ayurvedic products to others while 15.3% are not that much
interest in suggesting others. The impact of buying the ayurvedic product or herbal product among total
respondents shows 54.7% are evident that ayurvedic products has no side effect and 20.7% are feeling that
it is easy curing 8% mention that it is low cost and its brand image made them to use and 8.7% consumers
has some other reasons to use the ayurvedic products. And only 38% of consumers visited ayurvedic clinic
and remaining are not visited any clinic. Many of the consumers around 56% of them are satisfied with the
result of ayurvedic products and 20% are highly satisfied, 18.7% has neutral mentality and only 5.3% are
not satisfied with the result of ayurvedic products.
The consumer’s marital status and age has any influence on opinion of satisfaction, using ayurvedic
products is tested with chi-square test and the result shows that in Table No.2, the significant value 0.012
shows it is lesser than 5% level of significant so that it is clear that marital status influenced the opinion of
satisfaction towards ayurvedic product. But age with the significant value 0.053 is greater than 5% level
therefore it shows that it does not have any influence on opinion of satisfaction level
Table No. 2 Marital Status and Age Vs Opinion on Satisfaction Level
Opinion on Satisfaction level
CHI-SQUARE D.F SIG.
Marital Status 11.012 3 0.012
Age 5.094 6 0.053

The consumer’s gender distribution is compared to satisfaction level using t test with 5% level and it
shows that in Table No.3, it is clear that the significant value 0.412 is greater than 5% level and it shows
that there is no gender difference in the opinion of satisfaction level
Table NO. 3 Gender Vs Opinion of satisfaction level
T-Value df Sig(2-tailed)
0.823 148 0.412

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CONCLUSION
After an analysis of response received, it has been concluded that the people of Coimbatore city are
well aware of ayurvedic products and little majority of people are visiting Arya vaidya sala for ayurvedic
healthcare products and The people of Coimbatore had not responded as per our estimation and hence the
results might be little bit deviated from exact situation prevailing in India for Ayurvedic products.

REFERENCES
1. Rajani P (2016) “Consumer Perception towards Ayurvedic Products with Special Reference to Megha’s
Herbo Care Ayurvedic Pharmacy, Varode, Palakkad”, International Journal of Commerce, Business
and Management, Vol.5, No.6, pp. 7-15.
2. Anupriya S (2017) “A study on consumer’s preference and perception towards Patanjali product”,
International Journal of Multidisciplinary Research and Development, Vol. 4, No.2, pp. 204-209.
3. Vikrant Arya1, Raneev Thakur, Suresh Kumar, and Sanjeev Kumar (2012) “Consumer buying
behaviour towards ayurvedic medicines/ products in joginder nagar - a survey”, Ayurpharm -
International Journal of Ayurveda and Allied Sciences, Vol.1, No.3, pp. 60 – 64.
4. Irshad Ali Md, and Manmohan Yadav (2015) “A Study Of Consumer Perception Of Herbal Products In
Bhopal (With Special Reference To Vindhya Herbal Products)”, International Journal of Management
Studies, Vol.2, No.1, pp. 69 – 80.
5. Rekha M and Gokila K (2015) “A study on consumer awareness, attitude and preference towards herbal
cosmetic”, International Journal of Interdisciplinary and Multidisciplinary Studies, Vol.2, No.4,
pp. 96-100.

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