Background Information

I.
Introduction
I.1 Background Information

Ayurvedic is one of the world’s oldest holistic healing which was developed more than
3000 years ago in India. Some scholars asserts that Ayurveda originated in prehistoric
times, and some of the concepts of ayurveda have exists from the time of Indus valley
civilization or even earlier. Ayurveda medicine is a system of medicine with historical
roots in the Indian sub continent. Globalized and modernized practices derived from
ayurveda traditions are a type of complementary or alternative medicine. The
experiments suggests it is possible that some substances used in ayurveda might be
developed into effective treatments, there is no evidence that any are effective as
currently practiced. The health centers using the ayurvedic medicines are ayurveda. This
had been developed various medicinal preparation and surgical procedures by the
medieval periods. 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.
Nepal has a great history of ayurvedic. Thousands of ancient’s ayurvedic manuscripts are
found here. It ia an integral part of national medical system and widely practical in
Nepal. More than 75% of the total population used traditional medicines mainly based on
ayurvedic medicines. The department of ayurveda is the apex body of the ayurvedic
medical system in the country under the ministry of health and population. There are one
hundred bedded central, 30 bedded regional, 14 bedded zonal dispensaries, 61 ayurvedic
health centers and 214 ayurvedic clinics in Nepal. The demand of ayurvedic medicine is
increasing by 20% per year it means the people are attracted in ayurvedic medicines. The
main aim of this health centers is to promote the good health of people in the country.
I.2 Research Problem
1.2.1 Problem Definition

Due to the entrance and modernization of hospitals there is low consumption of
ayuverdic medicines. Some of the people who are bored with hospital`s medicines are
found to consume the ayurveda in Pokhara. The main objective of the research is to find
the perception of consumer towards the ayurveda. In Pokhara valley there are many
hospitals but limited ayurvedic health centers. The government is also focusing to
promote the good health of citizens through the ayurveda. But there isn’t any clear cut
strategy and their implementation. The main problem of the research is to know the
preference of people. Pokhara is regarded as the richest city of Nepal. The factors
affecting the consumer preference towards the product services is income level where
consumers can afford the medicine of medical science.
The main problems associated with this study are as follows;
1. Are people satisfied with ayurvedic health service?
2. What attitudes are there on consumers mind about ayurveda?
3. What factor influences the consumer’s preference towards ayurvedic products?
4. To what extent the people of Pokhara are using ayurvedic products and services?
1.2.2 Conceptual framework
Different variables will take into account to conduct the research. Those variables are shown in
the following diagram as the conceptual framework of the study.
Dependent Variable Independent variables
Brand Image
Price of the Product
Ayurvedic products
Income of respondents
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As shown in the above diagram, of Ayurvedic products or service is dependent variables whereas
Brand image, Age-group, Income of people, price, gender, advertisement, and brand features are
independent variables.
1.2.3 Research Gap
A research Gap is the missing element in the existing research literature. There were no more
gaps between the review of literature and my research. Most of the literature I had seen is about
how people think about the ayurvedic health service in Nepal .But this study studies about the
reason behind the c0nsumers preference towards the ayurvedic health service and how people are
motivated towards it.
1.2.4. Research Questions
Research question actually asks a question and hypothesis proves the possible answers. At times
research question can also present question in the form of answer itself and hypothesis proves
them. Research question describes the sample question of questionnaire.
I.3 Research Objective
II. To study the consumer perception towards ayurvedic health service in pokhara.
III. To find the association between age, gender and income of consumers and ayurdedic
health service.
IV. To give suggestion based on the findings of the study.
1.4 Significance of the study
1. The finding of the study helps to the marketers to know about the consumer’s perception
towards ayurvedic health service.
2. The study also helps the policy makers of the nation about the perception of the
consumers towards ayurvedic health service.
3. The study helps consumers know the benefits of ayurvedic products.
1.5 Research Schedule
S. Works /Week 1st 2nd 3rd 4th 5th 6th

N
1. Proposal Submission 
2. Questionnaire Development 
3. Data Collection And Field Survey 
4. Data Analysis 
5. Report Writing 
6. Report Submission 
Table no 1: Research Schedule
II. Literature Review
1. In the study Chowdhury, Ahmed and Huda(2007), states that perceived quality
has significant impacts 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 Akhartar et al. (2008) found that natural cosmetic sales
are increasing with revenue doubling every year in Europe.
3. Joshi (2008) in his study observed that the perception of people in ayurdeda is
optimistic and emphasized the need to revive the system along the line of
prevalent tradition and promote the usage of herbal medicines
4. In the study T.P.Hashim, M.Madhu and V.D.T (2009), sates 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.
Proper information required before using any herbal medicines and products.
5. Rekha and Gokila, (2015) found that consumers are well aware with various
herbal cosmetics and now no longer considered as luxury items. The perception of
side effect and the chemical is the reason to switch over to herbal based cosmetics
among all age group, gender and educational qualification (Rekha and Gokila,
2015).
III. Research Methodology
Research methodology describes the methods and processes applied in the entire
subject of the related study. It is really a method of critical thinking by defining
and redefining problems, formulating hypothesis of suggested solution, collecting
organizing and evaluating data making decision and making conclusion to
determine whether they fit the formulated hypothesis.
3.1. Research Plan and Design

Research design is the plan, structure and strategy of investigation conceived so
as to obtain answer to research questions and to control variance. The plan is the
overall scheme or program of research. It is a plan that shows how researchers
intend to fulfill the goal of purposed study. To fulfill the objective of this study,
data will be collected from primary and secondary sources. Descriptive research
design will be adopted for presentation and analysis of various data using
statistical tools. This research design is a plan to obtain the answer of the question
through analysis of data. Descriptive research design will be adopted to clarify the
situation through presentation and analysis of various data using various statistical
tools.
3.2. Population and Sample Design
A population is a complete enumeration of each and every unit of the universe as

a whole. It is related to the total study of material in detail. Sample is a small
separated part showing the quality of the whole. In sample only a part of the
universe is considered and conclusions about the entire universe are drawn on that
basis. Convenience quota sampling will be used for selecting the respondents. Out
of total population of Pokhara valley 50 respondents will be chosen and will be
asked to fill up the questionnaire prepared.
3.3. Data Collection
There are two sources of data collection and techniques.
3.1.1 Primary data collection

This is the one the efficient sources which collects the real data from the students.
There are different types of sources under the primary data collection method
which are listed below.
 Questionnaire
 Interview
 Field Survey
3.1.2 Secondary data collection

The data collection source where we used already existing data is called
secondary data collection method. Under this method various sources are used.
These are,
 Different Books
 Journal/News articles
 Reports and writing
III.4. Data Analysis

For the analysis of data I used following simple statistical tools.
 Table
 Graphs
 Measure of Central Tendency
 Co-relation
 Help of the computer programmer
References
Akhtar S, Halim, MA, Sohel, MSI, Sarker, SK, Chowdhury, MSH & Sonet,
SS, ‘A review on the use of non-timber forest products in beautycare in
Bangladesh’, Journal of Forestry Research, vol. 19 no. 1, , 2008 ,pp. 72-78.
Basha, SK, Anjaneyulu.E & Sudarsanam ,‘Herbal plants for wound healing
among Sugali tribes of Yerramaalai forest of Kurnool district, Andhra
Prdesh, India’, Indian Journal of Applied and Pure Biology, vol. 28, no.
1,2013, pp. 19-25.
Zimmerman. C & Kandish. J ,A pilot study to assess students'

perceptions, familiarity, and knowledge in the use of complementary
and alternative herbal supplements in health Promotion.
Alternative The Health Med(18),2012. 28
http://www.researchersworld.com/ijms/vol2/issue1/Paper_07.pdf
Consumer’s Perception Towards Ayurvedic Health Service
In Pokhara Valley
Submitted By:
Sandip Bhujel
BBA 6th Semester
School of business FMS, PU
A Summer Project Research Proposal Submitted to:
Project work committee

School OF BUSINESS
Faculty of Management Studies, Pokhara University
Dhungepatan, Lekhnath
Pokhara- Lekhnath
20th Aug 2017
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I.

I.1 Background Information

1.2.1 Problem Definition

Dependent Variable Independent variables

Price of the Product

1.2.3 Research Gap

I.3 Research Objective

1.4 Significance of the study

1.5 Research Schedule

S. Works /Week 1st 2nd 3rd 4th 5th 6th

3. Data Collection And Field Survey 

Table no 1: Research Schedule

II. Literature Review

3.1. Research Plan and Design

3.2. Population and Sample Design

A population is a complete enumeration of each and every unit of the universe as

3.3. Data Collection

There are two sources of data collection and techniques.

3.1.1 Primary data collection

3.1.2 Secondary data collection

III.4. Data Analysis

Zimmerman. C & Kandish. J ,A pilot study to assess students'

A Summer Project Research Proposal Submitted to:

Project work committee

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