A STUDY ON CUSTOMER SATISFACTION TOWARDS

AYURVEDIC PRODUCTS WITH SPECIAL REFERENCE TO

GAUTAM BUDDH NAGAR

A THESIS

Submitted in partial fulfilment of the

Requirements for the award of the degree

of

Doctor of Philosophy

IN

School of Business Management

Noida International University

Uttar Pradesh

By
Sandeep Kumar

SCHOOL OF BUSINESS MANAGEMENT

NOIDA INTERNATIONAL UNIVERSITY
GREATER NOIDA (UTTAR PRADESH) - 201308, INDIA

2022
 A STUDY ON CUSTOMER SATISFACTION TOWARDS

AYURVEDIC PRODUCTS WITH SPECIAL REFERENCE TO

GAUTAM BUDDH NAGAR

A THESIS

Submitted in partial fulfilment of the

Requirements for the award of the degree

of

Doctor of Philosophy

IN

School of Business Management

Noida International University

Uttar Pradesh

By
Sandeep Kumar

SCHOOL OF BUSINESS MANAGEMENT

NOIDA INTERNATIONAL UNIVERSITY
GREATER NOIDA (UTTAR PRADESH) - 201308, INDIA

2022
 NOIDA INTERNATIONAL UNIVERSITY
GREATER NOIDA (UTTAR PRADESH)-201308

CANDIDATE’S DECLARATION

I hereby certify that the work which is being presented in this thesis entitled “A STUDY
ON CUSTOMER SATISFACTION TOWARDS AYURVEDIC PRODUCTS WITH
SPECIAL REFERENCE TO GAUTAM BUDDH NAGAR” in partial fulfillment of
requirements for the award of degree of Doctor of Philosophy, and submitted in the Department
of School of Business Management, Noida International University Greater Noida (Gautam
Buddh Nagar UP) is an authentic record of my own work carried out during a period from August
2018 to July 2021,under the supervision of Dr. Shiv Kumar, Associate Professor School of
Business Management, Noida International University Greater Noida (Gautam Buddh Nagar).

The matter presented in this thesis has not been submitted by me for the award of any other degree
of this or any other institution.

Sandeep Kumar

This is to certify that the above statement made by the candidate is correct to the best of my
knowledge.

Dated:

(Supervisor) (PhD Coordinator) (External Examiner)

i
 COPYRIGHT@2021

I hereby declared that the Noida International University, Greater Noida, UP, Shall have
the rights to preserve, use and disseminate this thesis entitled “A STUDY ON CUSTOMER
SATISFACTION TOWARDS AYURVEDIC PRODUCTS WITH SPECIAL REFERENCE
TO GAUTAM BUDDH NAGAR” in print or electronic format for academic or research purpose.

Signature of the candidate

ii
 ACKNOWLEDGEMENT

I am grateful to all who have contributed in the successful completion of the thesis. First, I owe
the deepest gratitude to Prof (Dr. Shiv Kumar) my supervisor, under whom I have had the honor
to work. His unwavering support, sage advice, patience and keen editing eye have made this study
rewarding and enjoyable.

I would also like to thank to Dr. Neha Tomer and Dr. Yamini Pandey for her encouragement,
support and insightful comments. Her guidance helped me throughout my research and writing of
thesis.

I wish to express my sincere thanks to my supervisor for his generous advice throughout the
various stages of my research and thesis writing.

In addition, my thanks go to Dr. Shiv Kumar for his amazing ability to simplify the most complex
statistical analysis and his openness and availability throughout this Project. His insightful
comments and assistance in the review of this manuscript are much appreciated. I am also grateful
to Dr. Neha Tomar for her encourage and support throughout my whole research work, her
guidance means a lot to me. I must thanks to Dr. Yamini Pandey coordinator for her support and
encouragement.

I also extend my thanks to all the faculty members of the School of Business Management who
helped me in one or the other. I am also thankful to all the academicians, scholars, writers and
authors to whom I have referred and quoted.

iii
Abstract:
Customer satisfaction is the important thing in the marketing concept. The companies cannot
sustain forever in the market without satisfying customers. Consumer’s minds changes very
rapidly so it is very important to keep them loyal. Whatever the customer wants to get from the
Ayurvedic product that should be always provided by the companies and keep customers satisfied,
if this thing does not happen then consumer will stop buying. Customer satisfaction is a term
frequently used in marketing. It is a measure of how products and services supplied by a company
meet or surpasses customer’s expectations. This Study titled “A Study on customer satisfaction
towards Ayurvedic product with special reference to G.B Nagar” aims to understand about the
Customer satisfaction and Awareness towards Ayurvedic products in today’s dynamic business
environment. According to this study, the most of the customers are focused mainly on the quality
of the product other than cost consideration and also Availability they are expecting more advanced
products from the companies. Now day’s customers are much afraid of skin, hair, and their beauty,
and also they fear skin color and hair loss. These factors play an important role in sales of
Ayurveidc products in India. So the company has to ensure the customers satisfaction for survival
in the market. In the business arena more and more organizations are able to realize the importance
of having good relations with their customers. Customers are most valuable to any brands success.
Good relationship with the customer is an important aspect when it comes brand development.
There is a probability that satisfied customer will continue to purchase from the same company
and become brand loyal. There might be a situation when customer becomes very negative and
terminates to the use of a product due several problems in it. This will slowly tamper the brand
value and companies’ performance will be severely affected. This study indicates that Customer
satisfaction is vital for any brand to become market leader in today’s competitive world.
Keywords: Customer Satisfaction, Awareness, Ayurvedic Products.

iv
v
LIST OF TABLES
Table 4.1 Reliability Test.............................................................................................................100
Table 4.2 Descriptive based on location………………………………………………………...102
Table 4.3 Descriptive Statistics based on Constructs/Variables of the Study….……………….101
Table 4.4 Age of Respondent……………………………………………………………………104
Table 4.5 Gender of Respondent………………………………………………………………..106
Table 4.6 Marital Status of Respondent………….......................................................................107
Table 4.7 Profession of Respondent…………………………………………………………….108
Table 4.8 Educational Status of Respondent……………………………………………………110
Table 4.9 Income of Respondent………………………………………………………………..111
Table 4.10 Location of Respondent……………………………………………………………..112
Table 4.11 GENDER: Do you know about the Ayurvedic products (RESULT)……………….114
Table 4.12 Symmetric Measures………………………………………………………………..115
Table 4.13 AGE: Do you know about the Ayurvedic products (RESULT)…………………….116
Table 4.14 EDUCATION: Do you know about the Ayurvedic products (RESULT)…………..117
Table 4.15 PROFESSION: Do you know about the Ayurvedic products (RESULT)………….118
Table 4.16 INCOME: Do you know about the Ayurvedic products (RESULT)………………..119
Table 4.17 Regression Model Summary………………………………………………………..121
Table 4.18 Regression Model Summary………………………………………………………..123
Table 4.19 Regression Model Summary………………………………………………………..124
Table 4.20 Hypothesis Results………………………………………………………………….125

ix
LIST OF FIGURES
Figure 4.1 Age………………………………………………………………………………….105
Figure 4.2 Gender……………………………………………………………………………….106
Figure 4.3 Marital Status………………………………………………………………………..107
Figure 4.4 Profession…………………………………………………………………...……….108
Figure 4.5 Education……………………………………………………………………...…….110
Figure 4.6 Income……………………………………………………………………………….111
Figure 4.7 Location……………………………………………………………………………..112

Bibliography……………………………………………………………………………………134

ANNEXURES

1. Questionnaire………………………………………………………………………….....xii

2. Publication…………………………………………………………………………….....xv

x
 ABBREVIATIONS

CII Confederation of Indian Industry

PWD Price Waterhouse Cooper
CAGR Compound Annual Growth Rate
PPP Public-Private Partnership
SU Swadeshi Upchar
PAL Patanjali Ayurvedic Limited
HUL Hindustan Unilever Limited
FMCG Fast Moving Consumer Goods
CEO Chief Executive Officer
CCD Consumer Care Department
CHD Consumer Health Division
LLC Limited Liability Company
CCRAS Central Council Research in Ayurvedic Sciences
CST Contraction Stress Test
SBRI Shree Baidyanath Research Institute
AIDS Acquired Immune Deficiency Syndrome
TBP Theory of Planned Behavior
GMP Goods Manufacturing Practices
OTC Over the Counter
AII All Indian Institute
NCR National Capital Region
NCT National Capital Territory of Delhi
NOIDA New Okhla Industrial Development Authority
GBN Gautam Buddha Nagar
OLS Ordinary Least Squares Regression
SD Standard Deviation

xi
Abstract:
Customer satisfaction is the important thing in the marketing concept. The companies cannot
sustain forever in the market without satisfying customers. Consumer’s minds changes very
rapidly so it is very important to keep them loyal. Whatever the customer wants to get from the
Ayurvedic product that should be always provided by the companies and keep customers satisfied,
if this thing does not happen then consumer will stop buying. Customer satisfaction is a term
frequently used in marketing. It is a measure of how products and services supplied by a company
meet or surpasses customer’s expectations. This Study titled “A Study on customer satisfaction
towards Ayurvedic product with special reference to G.B Nagar” aims to understand about the
Customer satisfaction and Awareness towards Ayurvedic products in today’s dynamic business
environment. According to this study, the most of the customers are focused mainly on the quality
of the product other than cost consideration and also Availability they are expecting more advanced
products from the companies. Now day’s customers are much afraid of skin, hair, and their beauty,
and also they fear skin color and hair loss. These factors play an important role in sales of
Ayurveidc products in India. So the company has to ensure the customers satisfaction for survival
in the market. In the business arena more and more organizations are able to realize the importance
of having good relations with their customers. Customers are most valuable to any brands success.
Good relationship with the customer is an important aspect when it comes brand development.
There is a probability that satisfied customer will continue to purchase from the same company
and become brand loyal. There might be a situation when customer becomes very negative and
terminates to the use of a product due several problems in it. This will slowly tamper the brand
value and companies’ performance will be severely affected. This study indicates that Customer
satisfaction is vital for any brand to become market leader in today’s competitive world.
Keywords: Customer Satisfaction, Awareness, Ayurvedic Products.

iv
 Chapter-I
Introduction

1
1.1 Overview of Ayurveda

Based on the ancient wisdom of Ayurveda (which translates as all the characteristics of life from
conception to death, yet means knowledge or learning in Sanskrit) doctors today can optimize the
longevity of their patients' bodies. A human body's owner's manual. Specifically, it explains how
lifestyle and diet can help maintain health and vitality in the face of individual differences that can
adversely affect health.

Ayurveda has been passed down orally through countless generations in India. As well as in
China, Greece, and the Arab world, there are indications of Ayurvedic knowledge in healthcare
systems. Surgery's oldest textbook, the Shushruta Samhita, dates back over 2,000 years. There
were still some aspects of Ayurvedic medicine in western medicine at the time she was training in
Family Medicine.

There is more to Ayurveda than just a traditional medical system. The individual is understood in
relation to the cosmos as a whole. Consciousness is expressed throughout the entire galaxy in the
Vedas. Western perspectives on consciousness, based on the premise that it is a property of inert
matter, are completely at odds with these findings. Food makes consciousness possible for the
body from the Ayurvedic standpoint. As a result, both the foods we eat and how we eat them, as
well as our digestive process, influence the body and mind profoundly.

Ayurveda is therefore intended to purify, cleanse and rejuvenate the individual being within the
field of Absolute Pure Consciousness that lies beyond space, time, and change. The aim of
Ayurveda, in other words, is to enable enlightenment and enlightenment unlocks the secret to
immortality, no matter how limited the physical body might be.

1.2 Introduction to Ayurveda:

The Indian Ayurveda has a history of more than 1000 years. The culture, traditions, and beliefs
associated with this area are ancient and have been passed down verbally from one generation to
another for generations [1]. Various versions and interpretations of Ayurveda's origins and
evolution are usually debated. There are some that are logical and others that are just folk tales.
The main obstacles to understanding Ayurveda history were the absence of reliable historical

2
reports of Indian societies as well as the lack of chronologies for different movements [2]. Another
obstacle is that Ayurveda is written only in Sanskrit, which is considered the language of the Gods.
Brahmins were the only ones who studied this language, which means they were the only people
able to offer offerings to the Lord. It was considered a family tradition by these individuals who
practiced it extensively [3].

Father-to-son transmission, as well as uncle-to-nephew transmission were all well documented.

Thus, Ayurveda was limited to that religion only for learning and pirating. According to
Dahanukar (2006) [4], “Ayurvedic concepts are inculcated around principles of health, a
pathogenesis of diseases and means of treatment, including diets, therapies, medicines, and
remedial diets to restore body balance”. Maiti Sridhar and etal. [5], in a study about India's 73
potential, said, "India has a long history of traditional medicine and uses Ayurvedic medicines to
help people improve their health and appearance. Additionally, India has one of the most diverse
and valuable collections of herb medicines and traditional prescriptions in the world. In his
research on Ayurveda, “Research Officer In-Charge of Indian Institute of History of Medicine of
Hyderabad Momin Ali (1991) [6]” reported that “Ayurveda has evolved since prehistoric ages and
has made significant contributions to medicine and health throughout time”.

Ancient Seers first gained knowledge of Ayurveda from their own self-referential awareness,
which led them to discover the Vedas. Ayurveda is not human-made, unlike modern medicine.
Every individual has the right to affirm this fundamental truth of life.Sharma [7], In addition to
many other topics, these Vedic cognitions describe how our manifest universe is created from the
unified, eternal field of Absolute Pure Consciousness [8]. Being conscious of yourself leads to the
idea that a person or thing has three values, all of which remain unified, all of which are
unexpressed: the knower (Rishi), the process of knowing (Devata), and the thing it knows
(Chhandas).

As Wholeness moves from within itself, the Vedas also seem to appear "denser" in the form of
progressively more layers. Our essence is Vedic. The Vedic Science highlights how these texts
manifest themselves in the body [9]. The three Doshas, Vata (motion), Pitta (metabolism) and
Kapha (structure), are found in the world of Quantum Mechanics, that is, at the highest level of
manifest creation [10]. Despite the fact that the word Dosha may be translated as impurity, these

3
species differ from Veda or Wholeness in the sense that they are different from each other. Rishi,
Devata, and Chandas are the points where they differ. Due to its subtlety and mobility, Vata can
become out of balance more easily than the other Doshas. Specifically, it controls the movement
of the body. In digestive and metabolic processes, Pitta governs. Kapha is responsible for structure
[11].

1.3 Present Scenario of Indian Ayurveda Industry

Ayurveda, the most ancient medical science, Ayurveda, is reviving its glory as the world becomes
increasingly oriented to organic and pure products [12]. Studies and reports show that Ayurveda
revival spans across all continents including Asia, Africa, North America, and Europe. It has
spawned a domino effect across the globe.

Research conducted by “Confederation of Indian Industry (CII) and PriceWaterhouseCoopers

(PwC) indicates that the Indian Ayurveda market will see a 16 percent compound annual growth
rate (CAGR) until 2025. Ayurveda's market penetration is increasing both in rural and urban areas,
with a current market of INR 30,000 Cr ($ 4.4 billion)”. Ayurvedic products are also used in 77
percent of Indian households as compared to 69 percent in 2015 [13]. The majority of domestic
revenue (75%) is generated by Ayurvedic products, while services/consulting make up only 25
percent of the total.

Meanwhile, Ayurveda's massive success in the West bodes well for its future on the global stage.
By 2022, this industry is projected to be worth $9.7 billion when its 2015 value was $3.4 billion
[14]. With increasing awareness among the public about conventional treatments' potential side
effects, they have been compelled to switch to the holistic alternative, Ayurveda, due to the media
coverage they have received [15]. Ayurveda is not only effective for treating abdominal, skin, or
sexual issues; this myth has been busted.

Besides treating physical, mental, and genetic disorders for instance diabetes, cancer, and
cardiovascular diseases, Ayurveda is also being used to treat a wide range of diseases. Media
misinformation and modern physicians' failure to deliver safe results have been credited with this
correction [16].

4
“More and more players are entering the market with innovative products, quality packaging, and
strategic marketing tactics”, making the future of Ayurveda bright. Previously, “Ayurveda
companies had a hard time impressing customers with their presentation and marketing strategies,
but the new generation of entrepreneurs is smartly focusing on these aspects to make their
companies competitive in the marketplace” [17]. In addition, the travel and tourism business in
India is growing at an exponential rate, and visitors from abroad show a great deal of interest in
Indian culture. Therefore, Ayurveda is becoming more and more popular by the day [18]. Kerala
and Tamil Nadu are among the states that benefit a great deal from medical tourism in India [19].
There are a variety of advantages to living in these states, including adequate infrastructure, skilled
labor, forward-looking research and development, beautiful scenery, and a relatively cleaner
environment [20]. In addition, these states' governments also tend to draft policies that benefit the
industry.

In light of ongoing challenges and shortcomings, it is a pressing question whether Ayurveda will
maintain its supremacy in this area or not in the future [21]. First and foremost, “quality Ayurveda
is impossible without quality herbs. For organic cultivation of these herbs, there must be farms and
land masses that have never been fertilized with artificial fertilizers”. Second, the young generation
in India will not be able to study this traditional science in college or make a career out of it, despite
India being known as the cradle of Ayurveda [22]. A shortage of Ayurveda professionals will
result if concrete measures are not taken.

“Ayurveda has a great potential to push Indian economy to newer heights”, which means that both
Government and private players must actively pursue future opportunities through the PPP model.

1.4 Introduction of Indian Ayurveda Companies

There are many Ayurvedic companies in India but top 5 companies are given below:

1. Patanjali Ayurveda
2. Himalaya Wellness
3. Dabur India
4. Shree Shree Tattva
5. Baidyanath

5
Patanjali Ayurveda

“Baba Ramdev established the Divya Yog Mandir Trust in 1995 with the assistance of Acharya
Balkrishna and Acharya Karamveer” in order to promote yoga and Ayurveda throughout the
world. A morning yoga program was broadcast by Baba Ramdev on the spiritual TV channel
Sanskar in 2002 [23]. The Hindi-speaking belt of India, which has a large population, is where
yoga became a big success. Baba Ramdev was later signed for a yoga program produced by another
television network, ASTHA. This led to Baba Ramdev becoming a household name in virtually
every country around the world due to his Yoga Shivirs (Camps) [24].Yoga Shivirs typically
consisted of Baba Ramdev explaining Yoga and Pranayama postures, the benefits of embracing
Ayurveda, stories about people whose terminal illnesses were cured through yoga and pranayama,
patriotic songs, “and the ill effects of multinational companies and their products on the Indian
economy”, as well as how the loss of Indian currency, ethics, and values would harm the Indian
economy [25]. As of 2005, Baba Ramdev's yoga programs had reached around 200 million people.

Ayurvedic and Pranayama courses are conducted at Patanjali Yogpeeth in Haridwar by Baba
Ramdev and Acharya Balkrishna [26]. 'Swadeshi upchar' refers to a non-profit organization that
was established for the purpose of promoting yoga, ayurveda, and Ayurved research and
development. Patanjali has its origins in this organization.

It manufactures around 300 different medicines for treating different kinds of body ailments. It has
around 450 products in all. Natural components and Ayurveda are said to be integrated into the
corporation's products [27]. Herbal toilet soap, Dant Kanti, Ghee, Kesh Kanti, honey, and ghee are
among Patanjali's best-selling products, which have spurred the company's growth. As part of
Patanjali's effort to promote better eating habits among children, the company created noodles
[28]. Two factors explain the success of this company; first, the Indian lifestyle shift towards a
more natural and holistic method of treatment, and second, the low price of Patanjali's products
compared to those sold by others in the industry. Many Indian bourgeoisie have turned to Patanjali
because of this [29].

Yoga is another aspect of this brand. “With the combined approach of Yoga and Ayurveda, the
Patanjali Yogpeeth offers treatment and research projects that have revolutionized healthcare in
the country” [30]. The campus of Patanjali Yogpeeth has an outpatient clinic with free

6
consultations, an inpatient hospital with thousand beds, a laboratory for diagnostic imaging,
cardiology and pathology, yoga An impressive facility that includes yoga classes, Ayurvedic
medicines, “a shopping center with a cyber café, a huge auditorium, apartments for senior citizens,
in addition to a grand museum and an 11,000 square foot store that sells yoga literature” [31].

From Patanjali's perspective, there is a parallel between its branding and marketing strategy
centered on creating a customer connection based solely on nationalistic values, price points, and
natural preparations [32]. As a result of proving itself as a major disruptor in its voluminous retail
sales and raised revenues, the brand has been envied by the world's largest brands [33]. A
replacement company's strategy is exemplified in this case on Patanjali by describing how they
positioned the brand at the right time and gained a noticeable market share. Furthermore, it
emphasizes the fact that competitive distribution strategies might not be the sole indicator of
successful distribution management, and that it is therefore vital to determine future steps [34].

In addition to exploring why Patanjali achieved such a great deal of success, this case attempts to
identify the determinants of what Nestle, Procter & Gamble, ITC, or Unilever did not achieve until
decades later [35]. Founded in January 2006, this company has made its name by manufacturing
Ayurvedic medicines. A PAL team discovered multiple clinics throughout the state offering free
diagnosis and assistance with better health care to poor people, under the name Divya Chikitsalaya.

They also offered Divya Pharmacy along with Ayurvedic medicines. After providing services
within the niche of Ayurvedic Medicines for 6 years, “Baba Ramdev & Acharya Balkrischna
extended Patanjali Ayurveda to the Indian Mainstream Retail sector” [36]. The company Divya
Pharmaceuticals has already been successful for consumers, “and with its entry into the retail
sector the duo has launched a number of different food products”. Patanjali started all types of
small and large daily products, starting with the common Ayurvedic products of the household.
As a result, all the basics in the supermarket, as also their products are available at retail stores,
are sufficient for Patanjali's mega marts which are located throughout the State. It was not an easy
accomplishment [37], however Patanjali's astonishing rate of growth has been known since the
company's inception. With an annual turnover of more than 10,000 crore in the last decade, the
company is presenting a threat to “giants of the industry such as Hindustan Unilever Limited

7
(HUL)”. Patanjali has the distinction of never fully relying on celebrity endorsers for their product
advertisements, instead making Baba Ramdev their spokesperson.

Baba Ramdev's following has always greatly benefited the corporate world. Following Patanjali's
entry into the FMCG sector, their sales had been multiplying over time [38]. In the year 2012,
corporate revenues had generated 453 crores, in 2016, 5000 crores were generated, an
unprecedented growth for any company, becoming the fast-moving consumer goods company so
far. A 111% growth in revenue was also realized by the company by 2017, as its revenue doubled
to 10,361 crores [39]. However, the company's revenue dropped to 5000 Crores during the fourth
fiscal year of 2018. Patanjali's revenue could be impacted by recent tax changes and
demonetization, which are often suspected to be the reason for this.

Patanjali began as an Ayurvedic medicine company that sold medicines at an affordable price.
Today, Patanjali offers a dazzling array of products, falling into every possible category. Patanjali
has everything from everyday necessities to cosmetics [40].

A corporation official said sales were approximately 45 billion (US$630 million) in early March
2016, with monthly sales amounting to between “5 billion (US$70 million) and 5.5 billion (US$77
million)”. In addition to Balkrishna's 95% holding, Patanjali Ayurved's Ramdev remains its face
and the one who makes almost all of its business decisions while Balkrishna retains his role as
CEO [41].

According to allegations, the company's ads portrayed their products in a misleading manner and
tested their products improperly prior to being released. Ayurvedic medicines and amla juice, for
example, are prohibited “due to their poor quality”. Also, “Patanjali is the subject of controversy
because Ramdev and Balkrishna are treated as gurus whenever they stroll around the
neighbourhood” [42]. Six days every week, workers work 12 hour shifts while earning just 6000
INR per month. As part of their seva (service) to the cause, they are discouraged from inviting a
raise.

Ramdev announced that Coronil had cured COVID-19 patients as early as June 2020, referencing
Patanjali Ayurved's announcement in June. Coronil was approved for sale by Ayurveda Patanjali
as a booster of immunity, but not for cures [43]. Coronil has been banned from the sale in

8
Maharashtra. Ramdev, Balkrishna, and others have been sued in both Bihar and Rajasthan for
offering fake medicines and cheating patients. A Madras court has fined a drug manufacturing
company $1,000,000 (US$14,000) for false advertising. Covid-19 has been withdrawn from
Patanjali's listing of Coronil as a cure. If these unauthorized products were sold in the UK, the drug
regulator has threatened action [44].

Himalaya wellness

Hispanic medicine is considered a worldwide pioneer when it comes to scientifically validating

herbal remedies. Herbal healthcare products from GSI are clinically studied, pure, and guaranteed
safe [45]. Their quality is rigorously controlled and their scientific validation is extensive.
Himalayas has developed into a herbal wellness company, “with a present portfolio of drugs, care,
baby care, health products and animal health” [46].

It is important for the Himalayas to watch as Himalayas's most important asset and investment in
them [47]. We think that their nurturing environment makes their team the simplest and allows
Himalaya to develop the simplest product, “from the creative freedom to push the boundaries of
research to foster a culture of open communication and diversity”. Each employee of the
Himalayas is exclusive and contributes to the organization's success. Ayurveda's herb tradition has
been transformed by Himalaya into a line of proprietary health and longevity formulas [48].

So in 1934, a search firm developed its AYURVEDIC PRODUCT, an antihypertensive drug. In

recent times, Himalayas are using recent life science techniques to rediscover and open up
Ayurvedic secrets [49]. The Himalayan commitment to high quality and consistency of herbal care
is confirmed. It was revealed that in 2003, the company was certified ISO 9001:2000. Company
inventions focus on the development of innovative, safe and natural remedies that can enhance a
person's life and make them healthier.

Today, 300 000 physicians worldwide support Himalayan products. Consumers in the Himalayas
in 67 countries are dependent on PRODUCTS from HIMALAYA [50]. With a thorough and long-
term approach, it has developed markets worldwide which keep the best ethical standards in every
step. It respects, collaborates and utilises the expertise of each Himalayan family member and
hence the local communities in which products are developed from Himalayas [51].Himalaya

9
ensures that every employee strongly supports the company's promise to maintain good
relationships with customers, so that it remains eco-friendly with nature. Himalaya shares many
similarities with the Himalayan mountain range from which it takes its name. As a symbol of man's
quest to unlock Nature's secrets, the Himalayas have inspired aspiration for hundreds of years.
Pure ideals and purity are their attributes. In many ways, Himalaya's logo defines its brand identity.
The leaf that forms the crossbar of the letter H represents herbal medicine. Symbolizing nature,
the teal green contrasts with the orange, which signifies vitality, warmth, and a commitment to
doing good. Health and well-being are the hallmarks of Himalayan brand products [52].

Herbal healthcare has become synonymous, worldwide, with the Himalayas brand. Himalaya's
development is driven by science and research [53]. We are continuing on our journey to unravel
nature's mysteries, which has seen our scientists study quite a few 10,000 herbs and develop over
300 products [54]. In economics, the three primary groups of activities are primary, secondary,
and tertiary. Forestry, agriculture, and fishing are the primary activities.

Production and construction are secondary activities, while services and distribution are tertiary
activities. Daniel Bell calls this era of dominance by the services sector the postindustrial society
in his book, “The Coming of the Postindustrial Society”. To quote him, If the standard of products
is an indication of the average standard of living, the standard of life is an indication of the goods
and services everyone has access to [55].

Advertising, market research, computer programming, legal advice, and medical care are among
the professional services. As a result of maintaining good research ethics, they gained credibility
and consumers' trust by offering health, wellbeing, and prescription products at a price that's
affordable [56].

Ayurveda is perhaps the oldest drug system known to mankind. It is an ancient holistic approach
to diagnosis and treatment. Ayurveda is fundamentally responsible for the use in synergistic
formulas of well-balanced plants and agents [57]. In the Himalayas, we pioneered the use of recent
science for rediscovering and validating the secrets of Ayurveda. Thousands of people were able
to live healthier, richer lives by natural, effective and safe products [58].

10
Himalaya begins the study of herbs with raw materials, which are selected from traditional texts
and derived from observations and experiences with indigenous plants”. In addition to traditional
texts, herbalists also refer to scientific and peer-reviewed sources exhaustively for relevant
information [59]. In addition to their current inventory of herbal suppliers, the organization
maintains a herbarium, agrotech division, and a nursery. There are many granulating, processing,
coating, and granulation variables in Ayurvedic tableting. Currently, Himalaya's coating facility
has the largest manufacturing capacity in Asia [60].

Herbal formulations prepared on the basis of Ayurveda have been the hallmark of Ayurveda
research at Himalaya [61]. A new treatment method that is free of known side effects has been
developed by Himalaya using modern research methods and manufacturing practices. A herbal
health care firm called Himalaya Pharmaceutical Company has opened a mom & baby store in
Bengaluru to compete with market leader Johnson & Johnson, which owns almost 50% of the
Indian baby care market [62]. Aside from the maternal and baby care products available at these
stores, two doctors will assist the elderly. Third-party players will offer a collection of branded
accessories in the stores as well.

“This is one among the core strategies to scale back the gap between us and Johnson & Johnson
brand”, N V Chakravarthi, Himalayan Baby Care Head Marketing, said ET. The company has
approximately 25 percent market share in this category. The body of a child is both mentally and
physically important to its proper development [63]. Himalayan childcare products are Ayurvedic
formulations which contain 100 pc pure herbal agents and conform to the standards of the
pharmaceutical industry, making each baby's delicate skin effective, mild and soothing.
Parenthood is a part of anybody's life that is most challenging. And life's not almost you, suddenly
and beautifully. There is a substitute to love and nurture, a planning education. And the most
important thing is to create a strong and healthy mind and body. The Himalayan product range has
been developed to give the most influential person in the universe the simplest beginning of life
[64].

Hislop Adic science of baby care focuses on bringing the user the best possible natural way to take
care of his/her most precious possession. Researchers have carefully selected herbal ingredients
for their range of baby care products from time-tested sources [65].In developing the products, we

11
consider the special needs of a baby's skin. Safety and efficacy are tested in clinical trials before
they are released. Thus, when someone chooses Himalaya for their child, the rest of the family can
rest assured that they have chosen the best product.

Himalaya shares many similarities with the Himalayan mountain range from which it takes its
name. The Himalayas have served as a symbol of man's quest to unlock nature's mysteries
throughout history. Their ideals are lofty and pure. Their products are named so because of the fact
that many of the herbs they use are sterile, making their name even more relevant. Brand identity
may be defined by their logo [66]. As an herbal health care company, their crossbar forms a leaf
that symbolizes their specialty. Its teal-green color evokes their connection to nature, while its
orange color is an expression of their warmth, vibrancy and care [67].

Dabur India

Among the largest FMCG companies in India is Dabur India. Herbal-Ayurvedic products make up
over 250 of its products, and many of its products are also herbal-Ayurvedic in nature. In addition
to hair care and oral care, they offer foods and home care products. Five FMCG brands are present
in the company's portfolio. Dabur is not the only Vatika product; the company also makes Hajmola
Real juice and drinks, and fem fairness and bleaching products [68]. A business unit of the
enterprise is the Consumer Care Department (CCD). A third business unit is the Consumer Health
Division (IBD) (CHD). Home and food care are two key divisions of your CCD Company. The
medical products offered by your company are of the highest quality. In addition to Dabur Amla
and Vatika, IBD also consists of a number of other brands. It is based in India with a leading
manufacturing location in Baddi (Himachal Pradesh) and Uttaranchal (Pantnagar) in the United
Kingdom, as well as 7 factories in “Sahibabad (Uttar Pradesh), Jammu Silvassa Alwar Katni
Narendrapur, Pithampur and Nasik”. The firm has 20 leading production facilities all over the
world [69].

Manufacturing facilities are located in Newai (Rajasthan) and Siliguri (West Bengal) for the Food
business. In addition to India, “the company has production facilities in Dubai, Sharjah, Ras-al-
Khaimah, Egypt, Nigeria, Nepal, and Bangladesh”. Approximately 6 million shops are covered by
the Company's distribution network, which is eminently viable both in urban and rural markets.
More than 120 countries offer its products, which makes the company an international leader.

12
Middle Eastern SAARC countries, Africa, the United States, and Europe are the primary markets
for their products. Approximately 30 percent of Dabur's full-year revenue comes from overseas
sales [70].

Founded on September 16, 1975, the company produces gum powder and its derivatives both for
edible applications and for industrial use. Hajmola, an Ayurvedic medicine used for digestive aid,
was launched in 1978. Within the year 2005,”Balsara acquired the number one supplier of Oral
Care and Household Care products on the Indian Marketplace for Balsara's Hygiene and
Residential Products business to consider the all-cash deal with Rs 143”. The company was
amalgamated with Besta Cosmetics Ltd in 2006 with effect from 1 April 2006. “In addition, the
corporation established Asian Consumer Care Pakistan Pvt Ltd to sell FMCG products in
Pakistan”.

Taking advantage of synergies and unlocking operational efficiencies, “Dabur Foods Ltd merged
with the corporation with effect from April 1, 2007”. Fem Care Pharma Limited (FEM), “a public
company acquired 20% of the equity share capital from the general public during 2009-10”, in
addition to the 72.15% majority stake acquired from the existing promoters, resulting in a 100%
controlling stake. “Fem Care Pharma Ltd was also amalgamated with the corporation as per the
scheme of amalgamation as of April 1, 2009” [71].

A wholly owned subsidiary of the corporation, Dabur International Ltd, the corporation acquired
the leading care products maker in Turkey, Hobi Kozmetik Group, for USD 69 million during the
2010-11 fiscal year. Ending 2011 the company acquired 100% of the equity in Namaste
Laboratories LLC, a Chicago-based company that is the largest ethnic hair care group active in the
US, Africa and Europe through its subsidiary, Dermoviva Skin Essentials Inc. for USD 100
million, the company acquired an entirely owned subsidiary. Chyawanprash introduced in India
was the first fruit-flavored one.

In 2011, Dabur launched the first ever online shopping portal with Orange and Mango flavour
varieties of Chyawanprash. In launching this portal, “the company becomes the first Indian FMCG
company to offer a fanatical online shopping service for beauty products”. It will be the consumer
portal for learning about, buying, and giving the exclusive skincare range from Dabur Uveda [72].

13
In January 31 2012, “Zeki Plastik merged with another company that had become a step down
subsidiary - Hobi Kozmetik imalat Sanayi Ve Ticaret Anonim irketi”.

The company's step down subsidiary, Zeki Plastik Sanayi ve Ticaret Anonim Sirketi, ceased to
exist on January 31, 2012. In 2012, “Namaste Cosmetics Ltd became a new step down subsidiary
in Brazil”. Additionally, “the company expanded its line of fruit juices to include Active in real
life”. A Dabur brand named Real Active entered the Yogurt Drink market in 2013. Oxy Life Gel
Bleach is launched and the company's skin care portfolio is expanded. Real SupaFruits, a new
product range from the company, was officially launched last week. Dabur launches the first online
dental health portal in India [73]. Indian Ayurvedic Medical Journal was launched by Dabur in
2014. Real Active, a coconut milk drink, is also being offered by the corporation. Starcom
MediaVest Group (SMG) and Dabur India Limited have entered into an agreement in 2015.

Under the Ox Life brand, “the company offers a range of professional salon facial products for
men and women”. Ratnaprash Sugar Free, a sugar-free version of the company's Chyawanprash
Ayurvedic product, was also introduced. A new Vatika Jasmine Non-Sticky Coconut hairdressing
from Dabur India was launched on 12 October 2015. In the merchandise created after extensive
research, you will find Copra Oil, Jasmine, and Silicon Oils that provide nourishment and hydrate
the hair while ensuring smooth and manageable hair.

In addition to a licence agreement for the commercial production of two new Ayurvedic medicines
such as Malaria treatment with Ayush-64 and Diabete management with the Govt. of India, Dabur
India announced on 24 February 2016 that the company has signed a licence deal with India [74].

“Dabur India has also signed an Agreement on Collaboration and Co-operation in Pharmaceutical
R&D for various new dose forms and drug development in Ayurveda with the Central Research
Council in Ayurvedic Sciences (CCRAS), an apex research body under the Ayush Ministry of
Government of India”.

In the coming 6 months, Dabur India Ltd will begin producing the 2 new Ayurvedic medicines in
various forms. CCRAS developed both of these Ayurvedic formulations [75]. Dabur South Africa
(Pty) Ltd announced on 1 November 2016 that it purchased its Hair Care & Cream business from
CTL Group of Companies in South Africa for 19.1 million ZAR (roughly USD 1.6 million).

14
Below the terms of the Dabur South Africa (Pty) Ltd - Dabur International's wholly-owned subsidy
- will acquire, “in addition, certain equipments of Carbotec Laboratories Proprietary Limited and
Immovable property from CTL Management and Persono”, the development and the production
of private products (Hair Care and Creams) from Contracting Proprietary Ltd. The international
subsidiary of Dabur India is Dabur International Ltd.

Sri Lankan beauty brand Spice Island was launched in India on 7 February 2017 by Dabur India,
the company's pure-play beauty venture. India will see the introduction of Spice Island's premium
Skin Care, Bath & Body Care, and Hair Care products. On 14 March 2017, Dabur India announced
the launch of India's first Mobile Honey-Testing Lab.

In order to further reduce honey adulteration, this unique mobile laboratory has been specifically
designed for viewing raw honey in the spring. The new production facilities of Dabur India in
Tezpur Assam were announced on 29 March 2017. The plant was found to be the latest
environmentally friendly production plant in the commodity industry in India, having invested Rs
250 crore. In addition to Ayurvedic medicines, the company manufactures health supplements,
hair oils, shampoos, and skin care products [76]. In only eight months since it was launched in July
2016, the new facility has been built to accommodate the leading consumer product manufacturing
lines for India. Dabur India plans to use these 30 acres of land to meet the growing demand for its
products. Dabur India announced on 27 September 2017 that it would partner with Amazon to
distribute its global products. In addition to expanding Amazon's product penetration into the US
market, Dabur will also increase their sales there [77]. Dabur will be able to offer about 30 of its
popular products to consumers in the United States, such as Vatika hairstyles, Meswak toothpaste,
and Chyawanprash Red toothpaste. Dabur will also offer an exclusive range for Amazon's global
customers along with the wide range of products available [78]. As part of this Amazon
organisation, “Dabur will be able to offer a wide selection of well-known and sought-after
Ayurvedic and natural products to many global customers on Amazon.com in the US and at some
point in other Amazon markets”.

15
Sri Sri Tattva

Sri Sri Tattva was founded by individuals who have nearly four decades of experience. It offers a
multi-pronged approach to wellness, which includes an Ayurvedic university, an established state-
of-the-art hospital, compassionate staff, Panchakarma wellness centers, hospitals, health clinics,
and all the latest technological amenities. The objective of Sri Sri Tattva is to promote every
household's health and well-being. The brand is committed to social responsibility and is proud to
support the rural and social welfare projects of the Art of Living Foundation. Our desire to
manufacture safe, high-quality, efficient, and responsible products has earned us good will over
the years.

Sri Sri Tattva provides a broad range of services across the state, including highly skilled Ayurveda
Vaidya Charyas, health camps, pulse diagnosis (Nadi Pariksha), as well as therapeutic treatments
for various ailments at varied centers [79]. It aims to promote wellness and health to all households
through Sri Sri Tattva. In the manufacture of our products, we take great care to maintain hygiene
and safety standards right up until the end user receives the product. Products such as Ojasvita
(health drink) and Sudanta (herbal toothpaste) are available to our frontrunners. As part of our
commitment to provide the best products to help you live a healthy and wholesome life, we offer
Ghee, Honey, and certified organic products [80].

Ayurvedic value chain specialist Sri Sri Tattva developed a multifaceted capability across the two
domains, which has made it a market leader in commission excellence. Retail is one of the many
areas where we place a great deal of emphasis. With different channels such as modern trades,
general trades, “and our own Sri Sri Tattva franchise stores in India, we enhance our brand's
presence across the country”. Using our online store srisritattva.com as well as our mobile
application, our digital shoppers can conveniently order our products online and have them
delivered to their homes.

Ayurveda is on the rise as more and more people rediscover its advantages in daily life. In today's
fast-paced world, a holistic approach to health and lifestyle is gaining popularity, and many people
are embracing natural, authentic products to improve their health for the long term. The future of
Sri Sri Tattva is bright, “thanks to our loyal customers and our commitment to providing products

16
that satisfy the ever-increasing demand of our stakeholders through innovation, research”, and
development, “presented in a way that is relevant to the times and accessible to most people” [81].

According to an executive from Sri Sri Ravi Shankar's company Sri Sri Tattva, the company plans
to open 1,000 retail outlets by the end of 2018, generating revenues of Rs 500 crore from them. A
franchisee model will be employed by the proposed stores in association with Franchise India. A
major component of the franchise will be Sri Sri Tattva Mart, which will offer packaged foods,
personal care products, and residential care products, “while the Wellness Place will focus on
health and wellness”, offering professional consultations and recommending lifestyle and
Ayurvedic remedies.

It's Tattva Homecare & Healthare, the third format, will sell a wide range of everyday products
and medicines, as well as have Ayurvedic doctors.

Over 120 Big Basket products, including 44 private care products and 83 within the food range,
will be available by it. By the end of 2018, Sri Sri Ravi Shankar, the wellness and product brand
of leader Sri Sri Ravi Shankar, plans to increase its retail footprint by 1,000 stores. Panchakarma,
as an initiative for the art of living, benefits from the eloquent knowledge and wisdom of helping
people to ease stress and rediscover happiness. We provide authentic Ayurveda combined with
alternative cleansing therapies from around the world, “as started by Gurudev Sri Sri Shankar to
function as a specialty centre of ancient Indian healing traditions”.

Sri Sri Tattva Panchakarma offers a variety of wellness plans, including therapeutic massages,
customized diet and exercise plans, as well as rigorous detoxification and lifestyle transformation
services. The combination of therapies, diet, yoga, and meditation we provide meet the inherent
need of our guests to heal, cleanse, relax and rejuvenate. Our wellness journey begins with a
noninvasive Ayurvedic diagnosis technique called Nadi Pariksha (pulse diagnosis) [82]. Using this
system, we can accurately detect physical, emotional, and mental imbalances and illnesses. In
addition to addressing the symptoms, it is comprehensive and reaches the underlying explanation
for health problems. It enables you to get an accurate and detailed prognosis based on your personal
and individual characteristics.

17
Sri Sri Tattva Panchakarma provides treatments and therapies that are both effective and of high
quality. Ayurveda, combined with the goodness of modern alternative therapies and ancient
healing traditions from around the world, helps to bring a correct balance to your life. Osteopathy,
Rakkenho, Hilot, EECP- Holistic Heart Care, Craniosacral Therapy (CST), and many other
alternative therapies are among them.

We also offer time-tested and centuries-old health and beauty regimens, as well as a wide range of
exclusive spa and body wraps developed in-house.

The therapies are made with fresh ground herbs from our organic garden and are ready to use right
away. Multiple advantages have resulted from these ancient practices. Sri Sri Tattva Panchakarma
has strived to create an ecosystem through personalised approach, which is practised by our
volunteers, commonly referred to as "sevaks," who unconditionally serve our guests in order to
provide a singular holistic wellness journey toward radiant health and happiness. The regular
practice of Pranayama, meditation, and Sudarshan Kriya instills positivity, vibrancy, and
intuitiveness in our team. Sri Sri Tattva, an internationally renowned FMCG and healthcare brand
from India, has entered the Mongolian market to expand its international retail footprint.

It partnered with Nomin Supermarket, Monos Pharmacy, and Mini Markets to launch its line of
pure and herbal skin care and nutritional products, including its flagship products like Sudanta, a
non-fluoride herbal toothpaste, and Ojasvita, a health drink enriched with seven power herbs, in
Ulaanbaatar on July 4th. Sri Sri Tattva exports its herbal products directly to 53 countries, with
Mongolia being the most recent addition. At Sri Sri Tattva Panchakarma, we look forward to
providing you with a complete transcendence of your body, mind, and spirit in Mother Nature's
pristine lap!

Baidyanath

The Ayurvedic know-how leader in India is Shree Baidyanath Ayurved Bhawan. (Kolkata),
widely-known as the Baidyanath [83]. Founded in 1917, the company pioneered the restoration of
ancient expertise through the use of modern research and production methods. Ayurveda is a herbal
and health science that has spanned 5000 years. In both common and complex diseases Ayurveda
is very effective, offers long-term relief and has no negative side effects. Ayurveda now supports

18
modern research and technology, and millions of people throughout the world enjoy its gentle
touch of healing.

In 1917 the late Pt. Ram Dayal Joshi founded Shree Baidyanath Ayurved Bhawan to provide the
population of India with efficient and readily available medicines [84]. The legacy of the company
has always been part of its quest for excellence and new standards. He only intended to heal people
in life. Baidyanath Ayurveda, Ayurveda's oldest and pioneer, evolved with time while addressing
today's patients' needs, with special emphasis on widespread availability of standard medicinal
products at affordable prices across Canada [85]. We aim to be the global number one in
AYURVEDA and its associated areas by leveraging our brand equity, extensive experience, core
knowledge and expertise, procurement expertise, modern manufacturing and research capabilities.

Continuing to resonate with the primary family of Ayurveda, and each new generation uplifting
its ideals. The Baidyanath philosophy is based on providing you a high standard of living. The
reason is that we all know that keeping up with the fast-paced modern world requires some sort of
constant vigilance to stay fit and healthy. You want safe and natural support to meet the needs of
modern healthy living. You can make the most of your life. These responses have been found in
AYURVEDA's ancient wisdom. From 1917 on, and sewing them in modern science and
manufacturing technologies, we combined our vast experience and expertise with the resources of
AYURVEDA. As a result, a whole range of lifestyle Ayurvedic solutions have been developed to
help you lead a natural life. With over 700 formulations made and marketed in India and abroad,
Shri Baidyanath Ayurved Bhawan is the largest Ayurvedic medicine manufacturer in India [86].
“With products such as Chyawanprash Special, Honey, Glucose D, Kabz Har and Kasamrit as well
as categories such as Bhasma-Pishti, Asava-Arishta, Ras-Rasayana and Medicated Oils,
Baidyanath has one of the world's most comprehensive products”.

Ayurveda has been the focus of Baidyanath for centuries, but it has broadened its horizons to meet
the needs of modern men and girls as well. Thanks to its stronghold on ethically sourced, traditional
prescription-based medicines, “Baidyanath has introduced a range of lifestyle and health
products”. The Baidyanath family has always been progressive, while staying true to its long
history. It has blazed trails and set standards that have lived on and endured to this day. In order to
support the development and dissemination of Ayurveda in the modern age, Baidyanath founded

19
Shree Baidyanath Research Institute (SBRI). Products at SBRI are formulated with a modern
approach, addressing modern ailments and wishes [87].

In addition to its pioneering work in modern Ayurvedic formulations, SBRI's products include
Sugar-free Chyawanprash, Gold-enriched Royal Chyawanprash, Sundari Sakhi, and more. The
primary goal of SBI is to create Ayurvedic medicines that could assist in treating many common
and fatal diseases, including cancer and AIDS.

Ayurvedic term for efficacy and purity, Baidyanath refers to the products' efficacy and purity. An
important parameter at Baidyanath may be the quality of the products. Our 13 GMP-certified
manufacturing facilities, “including our flagship units in Naini (Allahabad), Patna, Jhansi, Sioni
(Madhya Pradesh), and Kolkata, are strategically located to ensure the availability of high-quality
raw materials”. During the assembly process, and ultimately in your home, we keep strict standards
for purity, quality and standardization.

Manufacturing at our company is world-class, and we can process a variety of high-quality

products [88]. The infrastructure of our company is organized into subunits such as manufacturing
departments, quality control departments, research and development departments, sales and
marketing departments, packaging departments, and so on. They have the most advanced machines
and cutting-edge tools in our manufacturing facility, enabling us to deliver bulk quantities of our
entire product line to satisfied consumers. The machines in our infrastructure are regularly
upgraded to remain relevant.

Our qualified and efficient professionals help them to provide our clients with high-quality
products. To process these products, our experts use the more advanced techniques and, as a result,
the highest quality ingredients. They hold daily training and development sessions for our
employees to keep them up to date on the latest technologies and techniques. Our quality analysts
check the standards at each stage of the process and test each and every product at every stage of
the process, from the choice of basic ingredients to the final delivery of products, to make sure our
entire product line has a consistent quality level. As a result of our ethical business practices,
transparency in our dealings with customers, affordable prices, and timely deliveries, we have had
an extraordinary amount of success in this field.

20
These products are also packaged in high-quality packaging to ensure they reach their destination
safely. Customers are their top priority, and they strive to accomplish that goal in the most efficient
manner. Our skilled professionals can process our products according to the client's specific
requirements.

1.5 Significance of the Study

Nowadays, people are less concerned about their health which results into various health problems
like anxiety, stress, and high blood pressure. These health issues require people to take allopathic
medicine in order to benefit from faster care but these medicines are also damaging to human
tissues in the long run. These challenges can be overcome with Ayurvedic medicines.

Ayurvedic medicines are produced in India by many companies. A few of them such as Patanjali,
Dabur, Himalaya, Shri Shri Tattva and Baidyanath have found a steady consumer base in the last
few years. The aim of this study is whether the customers in G.B Nagar district are aware of
Ayurvedic products and if yes then what is their satisfaction level.

Over the last decades, the Ayurveda industry has recorded rapid growth. Indian consumers, as well
as consumers worldwide, are ready to adopt new products from the Ayurvedic industry. Moreover,
the Indian market is unique in comparison to other countries aside from China. The world's second-
largest population is in India. Sixty-five percent of these people are between the ages of 15 and 59.
The consumers of this age group are heavily invested in the purchase of Ayurvedic products.
Ayurvedic products are positioned to take advantage of such a massive market.

India is therefore a potential market for multinational companies and Ayurvedic companies due to
the increased demand for Ayurvedic products. It has become standard practice for leading
Ayurvedic companies to invest a great deal of money on the Indian market in the recent years in
order to better understand their customers. It is impossible to predict human behavior. Human
behavior has been studied from many perspectives. Human behavior cannot be predicted with any
degree of accuracy. A person's behavior in a specific situation can therefore be partly explained
using information available.

21
Among the factors used to predict or explain human behavior, attitude and personality have a
significant role to play. An analysis of customer attitudes can predict purchase intentions. It is
considered the most important theory when it comes to predicting purchasing intent the theory of
planned behavior (TPB).

In view of the fact that technology and innovation are improving in the field of marketing, the
present study assumes greater significance. The key to tackling this issue is understanding
consumer behavior [89]. Developing and implementing marketing strategies can be easier when
you are knowledgeable about brand equity and purchase intent. Marketers must realize that their
long-term success depends on their customers' ability to remember a brand long after they receive
it. These brand knowledge, however, must be created by the firms within a short time frame.

An organization's success can be measured through a variety of financial measures. Profit and
sales, though important metrics for marketing performance, are only partial indicators. The
information provided here is mostly historical in nature and focuses on a short time frame.
Marketing activities can be measured by brand equity, which is considered to be an excellent
indicator for measuring their effectiveness. Consumer purchasing behavior is related to brand
equity.

Researchers and managers with an interest in strategic aspects of consumer behavior can use the
present study very appropriately. The customer's point of view is taken into account when defining
brand equity. Therefore, marketers will be able to understand what consumers know about brands
and what effect these know-hows have on marketing. The present study aims to provide
policymakers and managers with useful knowledge to address the challenges related to this.

1.6 Statement of the Problem:

Customer preference of any product rises only when there are many brands available in the market
and also depends upon the customer satisfaction of the particular brand selected. The customer
satisfaction for a commodity depends upon a number of aspects like price and quality are of the
prime importance [90]. Customers usually prefer products with low prices and high quality
compared to those with higher prices. The aim of this study is to find the customer awareness and
level of satisfaction on Ayurvedic products and to identify the factors influencing their preference.

22
The purchaser controls how his or her economic market changes by implementing and
coordinating their spending and saving decisions. Marketing professionals must utilize strategies
and tactics frequently to be able to achieve success in gaining new customers who are attracted to
the product. By uncovering what customers know and their buying preferences, “industry
stakeholders will be able to enhance their customer experience and accelerate growth of the
market”.

Taking marketing plans and turning them into marketing actions. It is called a marketing plan
because its goal is the fulfillment of strategic objectives, but marketing still struggles in most
markets. As a result, this study will investigate the impact on the perception, awareness, and
satisfaction levels of customers toward Ayurvedic & herbal products.

1.7 Rationale of the study

India has attracted numerous multinational companies due to the burgeoning middle class's
disposable income. Ayurveda companies in India have been presented with many opportunities
and challenges as a result of this competition. As well as winning consumers' minds and hearts,
the company hopes to secure their wallets as well. There has also been a shift in emphasis from
customer satisfaction to customer delight. Various sales promotion strategies are being used to
entice consumers.

Without strategically managing this tool, the company will have to go along with the current trend
in promotions in order to maintain its market share. FMCG and Ayurveda play an important role
in India's economy and the country is ranked as the fourth largest sector. Ayurvedic products are
very popular, and it is vital to understand what kinds of factors influence the purchase behavior of
people. In India, there have been many studies covering consumer perceptions of Ayurveda
products, consumer purchasing behavior, and brand loyalty of Ayurvedic products in the rural
market of Swadeshi Ayurveda Company. The purchase of Ayurvedic products by males and
females has also been studied separately. It has not yet been studied whether Gautam Buddh Nagar
customers are satisfied with Ayurvedic Products.

23
1.8 Background of the study

Traditional Ayurvedic uses have a significant historical and cultural significance.

Modern chemical-based products coexist and have grown in popularity with the advent of the
modern era. “Spiritual organisations are launching and selling their own products to customers in
order to gain a foothold in the market and influence the masses' consumption habits”, which are
largely based on natural and herbal products. Patanjali Ayurveda, founded by Baba Ramdev in
2006, is “India's fastest-growing fast-moving consumer goods company”. Researchers have
dubbed it a business revolution, spiritual marketing, and an Ayurvedic magic wand for healthy
living in previous background studies.

1.9 Research gap

Many researchers have focused on a single company of Ayurveda and its related products but very
few studies have been done on a few companies of Ayurveda. Researchers only reach out to
accessible areas and gather information due to hence constraint. Research has been done on
Ayurvedic products across different sectors but no relevant study was found to focus on the
particular area with customer buying behavior. Researchers focus more on consumer than business
due to its unique characteristics and lack of studies done in this area. It was chosen to study with
preference of Ayurvedic products.

Countries like Sri Lanka, Nepal have separate policies for Ayurveda. They also consider Ayurveda
as a national health system but in Indian Ayurveda did not get the specific status and people all
over the world have awareness towards Ayurveda but few people use Ayurvedic products. So this
study focuses on the customer satisfaction towards Ayurvedic products.

1.10 Definition of key terms:

Ayurveda

Life is known through Ayurveda. Over 5000 years ago, the Vedic scriptures recorded knowledge
about this science from India. They are the oldest available classics and ancient Indian texts of
knowledge in the world and are known as the Vedas (the term Veda in Sanskrit means knowledge

24
or science) [91]. In addition to engineering, town planning, and philosophy, they provided
guidance on other aspects of life as well. Because they contain universal knowledge, these truths
remain just as relevant today as they were in 5000 BC India. This holistic system of medicine is
also known as Ayurveda. Rather than simply treating illness, healthcare aims to prevent disease,
enhance health and longevity.

Harmony and balance are the goals of Ayurveda. Neither medications nor invasive treatments are
needed to achieve this. The methods used in treating this condition include a balanced diet, herbal
remedies, gentle exercise, and physical therapy. As a result, Ayurveda derives from the words
Ayur, which means life, and Veda, which means knowledge. As such, Ayurvedic medicine is
described as a ‘knowledge of living,’ emphasizing that each individual is responsible for their own
well-being” [92]. Using herbal remedies and dietary control, Ayurvedic medicine seeks to balance
the body's functions by eliminating imbalance.

Customer satisfaction

Imagine someone smiling with satisfaction knowing that he got a good deal when you hear the
phrase, "A content customer". Someone may exhibit that childlike wonder when they purchase a
pair of shoes that are the perfect shade of color. “Customer contentment can be defined in many
different ways”, but the common definition is that a person feels satisfied when an offering meets
their expectations. A satisfied customer is one who receives an offering that meets his or her
expectations [93]. As marketers in a vital business environment, they have always tried to place
customer value, satisfying their exchange expectations, “not only to get new customers but also to
retain existing ones”.

Customers stay with a company when they are satisfied and customer satisfaction has a direct
impact on revenue, earnings per share, and stock prices [94]. A customer-oriented company must
be motivated by a true customer-oriented culture and management to thrive in a highly competitive
environment. And customer satisfaction is the hallmark of a modern approach to quality in
business.

Increasing profitability, improving the competitiveness of a company, and securing market share
start with keeping customers satisfied. A major theme in the field of business management is how

25
customer satisfaction is related to competitiveness and profits, as well as methods to measure
customer satisfaction [95]. In the end, the marketing concept is based on the idea that recognizing
and satisfying customer requirements results in enhanced customer retention. An exchange
meeting customer expectations and needs is called customer satisfaction. This means that, in
relation to the price paid, the customer receives goods and services that live up to their
expectations. In business, customer satisfaction describes how well products or services meet
customer expectations.

Levels of customer satisfaction

Oliver's theory of customer satisfaction divides satisfaction into three categories:

● Disconfirmation is caused by poor customer service, which may turn out to be worse than
expected.
● Positive disconfirmation refers to a situation where the customer is pleased with the service
beyond his or her expectation.
● A simple confirmation occurs when expectations of service level match actual service
level.

As a marketing term, customer satisfaction refers to how well products and services are met by
customers or how well they exceed their expectations. The customer is king in a buyer's market,
where business is all about the customer. Businesses depend on them for the growth of their
companies, their profitability, their liquidity, and for their image.

Thus, marketers are responsible for meeting the expectations of the customer and ensuring that he
is satisfied.

26
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Marketing trends & future prospects of herbal medicine in the treatment of various disease.
World Journal of Pharmaceutical Research, 4(9), 132-155.

2. Davidson, R. M. (2004). Indian esoteric Buddhism: Social history of the tantric movement.
Motilal Banarsidass Publ.

3. Harvey, P. (2012). An introduction to Buddhism: Teachings, history and practices.

Cambridge University Press.

4. Fernando, D. (2006). Ayurvedic Management of Diabetes. Complementary Therapies and

the Management of Diabetes and Vascular Disease: A Matter of Balance, 233-250.

5. Maiti S, Sridhar G, Geetha KA. Intellectual Property Rights for Medicinal and Aromatic
Plants in India.

6. Momin Ali. (1991), Principles, Methods and Importance of Literary Research in the History
of Ayurveda- Bull. Ind. Inst. Hist. Med. Vol. XXI pp. 149 to 151

7. H. (1999). Awakening Nature's Healing Intelligence: Expanding Ayurveda Through the

Maharishi Vedic Approach to Health. Motilal Banarsidass Publishe.

8. Heaton, D. (2016). Higher consciousness for sustainability-as-flourishing. In Spirituality

and Sustainability (pp. 121-137). Springer, Cham.

9. Tirtha, S. S. (2007). The Ayurveda encyclopedia: natural secrets to healing, prevention, and
longevity. Sat Yuga Press.

10. Mahalle, N. P., Kulkarni, M. V., Pendse, N. M., & Naik, S. S. (2012). Association of
constitutional type of Ayurveda with cardiovascular risk factors, inflammatory markers
and insulin resistance. Journal of Ayurveda and integrative medicine, 3(3), 150.

11. Lad, V. (2018). Ayurvedic Medicine: An Integrative Approach. In Nutrition and

Integrative Medicine (pp. 329-346). CRC Press.

12. Islam, N. (2010). Indigenous medicine as commodity: Local reach of Ayurveda in modern
India. Current Sociology, 58(5), 777-798.

13. Bharathi, P., & Lakshmi, P. V. Ayurvedic Medicine and Online Marketing: A Review of
literature.

27
14. Warrier, M. (2011). Modern Ayurveda in transnational context. Religion Compass, 5(3),
80-93

15. Niemi, M., & Ståhle, G. (2016). The use of Ayurvedic medicine in the context of health
promotion–a mixed methods case study of an Ayurvedic centre in Sweden. BMC
complementary and alternative medicine, 16(1), 1-14.

16. Baer, H. A., Singer, M., & Susser, I. (2013). Medical anthropology and the world system:
critical perspectives: critical perspectives. Praeger.

17. Boone, J. (2000). Competitive pressure: the effects on investments in product and process
innovation. The Rand Journal of Economics, 549-569.

18. Smith, M., & Puczkó, L. (2008). Health and wellness tourism. Routledge.

19. Ramesh, U., Kurian, J., & Renganathan, R. (2010). Ayurvedic Health Tourism in Kerala:
A Study on the Market Potential Catering to Customer Perceptions. i-Manager's Journal on
Management, 4(4), 55.

20. Saylan, C., & Blumstein, D. (2011). The failure of environmental education (and how we
can fix it). Univ of California press.

21. Patwardhan, B., Mutalik, G., & Tillu, G. (2015). Integrative approaches for health:
Biomedical research, Ayurveda and Yoga. Academic Press.

22. Karak, T., & Bhattacharyya, P. (2011). Human urine as a source of alternative natural
fertilizer in agriculture: A flight of fancy or an achievable reality. Resources, conservation
and recycling, 55(4), 400-408.

23. Kumar, V., Jain, A., Rahman, Z., & Jain, A. (2014). Marketing through spirituality: A case
of Patanjali Yogpeeth. Procedia-Social and Behavioral Sciences, 133, 481-490.

24. Sarbacker, S. R. (2014). Swami Ramdev: Modern Yoga Revolutionary. Gurus of Modern
Yoga, 351-372.

25. Longkumer, A. (2018). ‘Nagas can't sit lotus style’: Baba Ramdev, Patanjali, and Neo-
Hindutva. Contemporary South Asia, 26(4), 400-420.

26. Upadhyay, A. K., Balkrishna, A., & Upadhyay, R. T. (2008). Effect of Pranayama
[Voluntary Regulated Yoga Breathing] and Yogasana [Yoga Postures] in Diabetes
Mellitus (DM): A Scientific Review. Journal of Complementary and Integrative Medicine,
5(1).

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27. Bousquet, J., Mantzouranis, E., Cruz, A. A., Aït-Khaled, N., Baena-Cagnani, C. E.,
Bleecker, E. R., ... & Zuberbier, T. (2010). Uniform definition of asthma severity, control,
and exacerbations: document presented for the World Health Organization Consultation on
Severe Asthma. Journal of Allergy and Clinical Immunology, 126(5), 926-938.

28. Khan, S., & Srivastava, A. (2018). Patanjali: Business Proposition, Strategic and
Marketing Plan. Multidisciplinary Higher Education, Research, Dynamics & Concepts:
Opportunities & Challenges For Sustainable Development (ISBN 978-93-87662-12-4),
1(1), 272-283.

29. Van der Veer, P. (2020). CHAPTER THREE. The Spirits of the Age: Spiritualism and
Political Radicalism. In Imperial Encounters (pp. 55-82). Princeton University Press.

30. Jain, V., Shah, H. S., & Ganesh, B. E. (2018). Factors affecting the brand image of yoga:
Perceptions of consumers and instructors. South Asian Journal of Management, 25(4), 150-
172.

31. Madan, P. (2017). Social entrepreneurship with vedic wisdom. The Case Journal.

32. Khalikova, V. R. (2020). A local genie in an imported bottle: Ayurvedic commodities and
healthy eating in North India. Food, Culture & Society, 23(2), 173-192.

33. Prasad, N. (2019). The rise of Patanjali. Business Perspectives and Research, 7(1), 108-
119.

34. Khalikova, V. R. (2020). A local genie in an imported bottle: Ayurvedic commodities and
healthy eating in North India. Food, Culture & Society, 23(2), 173-192.

35. Mathur, A. (2017). Effect of celebrity endorsement on consumers: a study of selected fmcg
products (doctoral dissertation, university of kota, kota).

36. Mehta, I. (2017). Brand War" Patanjali Vs Global and Domestic FMCG Rivals". Aweshkar
Research Journal, 23(2).

37. Ahmed, J. U., Sultana, H., & Ahmed, A. (2018). Patanjali ayurved invades India. Decision,
45(1), 75-91.

38. Singh, B., & Gopal, R. K. (2016). Demystifying the brand Patanjali-a case on growth
strategies of Patanjali Ayurved ltd. PES Business Review, 11(1), 51.

39. Arya, m. rural marketing & its impact on fmcg. 13. Impact of logistics and shipping in the
sustainable development of societies, 357.

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40. Rani, S., Shukla, C., & Kesarwani, K. (2019). Analysis of consumer perception with
reference to Patanjali products. Indian Journal of Health and Wellbeing, 10(10), 286-289.

41. Tripathy, J. (2019). Consuming indigeneity: Baba Ramdev, Patanjali Ayurveda and the
Swadeshi project of development. Journal of Developing Societies, 35(3), 412-430.

42. Khalikova, V. R. (2017). The Ayurveda of Baba Ramdev: Biomoral consumerism, national
duty and the biopolitics of ‘homegrown’medicine in India. South Asia: Journal of South
Asian Studies, 40(1), 105-122.

43. Mukherjee, J. (2021). Patanjali Ayurveda’s Coronil: Marketing Controversy on COVID-

19 Cure. Vision, 09722629211004003.

44. Devpura, G., Tomar, B. S., Nathiya, D., Sharma, A., Bhandari, D., Haldar, S., & Varshney,
A. (2021). Randomized placebo-controlled pilot clinical trial on the efficacy of Ayurvedic
treatment regime on COVID-19 positive patients. Phytomedicine, 84, 153494.

45. O.Shaughnessy, D. M. (2017). Takiwasi: addiction treatment in the" Singing House"

(Doctoral dissertation, James Cook University).

46. Sahni, H. (2017). The Himalaya Herbal success-mix: Product innovation and beyond.

47. Basotia, n. (2020). Anevaluative study on customer’s consciousness and satisfaction

toward Himalaya product with special references to mahendergarh city.

48. Mukherjee, P. K. (2019). Quality control and evaluation of herbal drugs: Evaluating natural
products and traditional medicine. Elsevier.

49. Tirtha, S. S. (2007). The Ayurveda encyclopedia: natural secrets to healing, prevention,
and longevity. Sat Yuga Press.

50. Masoodi, H. U. R., & Sundriyal, R. C. (2020). Richness of non-timber forest products in
Himalayan communities—diversity, distribution, use pattern and conservation status.
Journal of ethnobiology and ethnomedicine, 16(1), 1-15.

51. Tiwari, S. (2013). Social representation and rural development: transformation in

governance, institutions, and livelihoods in response to emerging global markets for
medicinal plants in the Indian Himalayas (Doctoral dissertation, SOAS, University of
London).

52. Srivastava, R. (2016). How Indian pharmaceutical companies are building global brands:
The case of the Himalaya herbal brand. Thunderbird International Business Review, 58(5),
399-410.

30
 Chapter-II
Literature Review

34
2.1 Overview of the study

Here is a review of past research in the fields of Ayurveda, Ayurvedic products, and customer
satisfaction. It discusses the emerging concept of Ayurvedic products and the current research
which is related to Ayurvedic products and customer satisfaction. It takes into account a review of
current research with special reference to customers. The chapter discusses various meanings and
the theoretical basis of the research. The review brings our research literature defining
relationships between the variables for the study based on the past literature research gap.

The database used in the search for research articles related to the study includes the following:
J.STOP. Google scholar, pro quest EBSCO host and Taylor & Francis online.

Products, majority of the research used over the past 15 years of publication involving both
theoretical and empirical papers.

2.2 Awareness about Ayurvedic Products

An alternative medicine practiced in other parts of the world, Ayurveda originated in the Indian
subcontinent and describes itself as 'life science'. Ayurvedic medicine is growing in India. As an
Ayurvedic product supplier, India has a significant role to play, including meeting domestic
demand and capitalising on the enormous export potential [1]. India's Ayurvedic industry is
predicted to be the most profitable industry after information technology. Ayurvedic products are
becoming increasingly popular in India and around the world. Despite a well-developed
understanding of Ayurvedic medicine and the presence of numerous medicinal plants, India's share
of the global market is small. Growing awareness of modern medicine's negative side effects has
sparked interest in Ayurveda both internationally and domestically [2]. Using a holistic approach,
Ayurveda tends to the body, mind, and spirit.

Traditional medicine is becoming more popular, and its safety and efficacy have been proven over
time. If demand and supply are guaranteed, the nation's health can be improved. Ayurvedic
formulations are becoming increasingly popular in both the national and international markets [3].
Some estimates predict that the pharmaceutical market in India will grow at a rate of 21% per year,
while the international market will grow at 8% per year.

35
Only a few states in India, such as Kerala, Gujarat, Rajasthan, and Uttar Pradesh, rely heavily on
Ayurvedic medicines. Many Ayurvedic companies produce not only pharmaceuticals but also
nutraceuticals and fast-moving consumer goods (FMCG) such as soaps, shampoos, toothpaste, and
tooth powder, all of which contain traditional herbal ingredients [4].

Ayurvedic pharmaceutical companies are mushrooming and developing thousands of new

products every day. Ayurvedic products are increasingly promoted through advertising and other
forms of communication. As a result, communication programmes assist people and raise their
awareness of alternative medicine. Ayurvedic products' market value increased as they became
available over-the-counter [5].

Prior to using the product, consumers should verify the authenticity of the claim and should not
only be carried away with advertisements on the Ayurveda name. Ayurvedic medicine should be
purchased by consumers in accordance with Ayurvedic doctors' orders [6]. Consumer preference
should be given to Ayurvedic medicines produced by “GMP companies (Good Manufacturing
Practices), as well as 'standard' and 'premium' Ayurvedic medicine brands that are approved by
agencies like the Indian Quality Council”. Consumers of Ayurvedic medicines therefore need
education on the medications in question (both pharmaceutical and OTC), as their role in
healthcare is significant [7].

With the increasing awareness about the Ayurvedic products the choice of the customers has
widened. Hence there arose a need for accurate measures for satisfaction of customers which is
highly affected due to the increased product awareness [8]. Our study examines the prospects of
the buyers in relation to their knowledge about Ayurvedic products and how their level of
knowledge impacts their satisfaction [9].

The concept of awareness about the Ayurvedic products can be clearly understood by the extent
to which recognition is given to the brand through potential customers and the manner in which a
particular product is associated correctly with its potential customers [10]. However, the primary
goal of the companies related to advertisement is spreading awareness about the product in the
early years and months of the introduction of any product of the company throughout the world.

36
Moreover it is important for every brand to spread awareness among the customers by providing
different branding in recording and recognition of the services and the product [11]. Thus the value
of reinforcement can be ultimately developed through the repeated purchase made by the customer.
Hence inculcating long term customer relationships with the intent to maintain loyalty. Therefore,
making a customer feel committed towards a particular service provider.

There has been a tremendous change in the treatment sector which has resulted in the development
of the economy thereby assisting in market share capture [12]. Hence it has a base for the
awareness of the customers makes perfect sense because of the implications for the firm's cost and
revenue. Some brands build customer commitment and awareness based on their ability to provide
superior benefits functionally [13].

It is usually formulated using cosmetic ingredients that can be used to form the base of an herbal
cosmetic. Herbal ingredients are only used as agents responsible for the cosmetic benefit. There is
no immediate relief from herbs [14].The aim is to align the body with the natural world. Using
Indian herbs has been used in the development of a number of cosmetics and toiletries over the
past few years. Indian herbs have also been used in personal care products as well as in traditional
documented applications [15].

Trends in fashion and beauty include the use of herbal cosmetics. The popularity of natural beauty
products is on the rise since women prefer natural products over synthetic ones, as they contain
nutrients that nourish the body, improve health, and provide satisfaction because they don't contain
synthetic chemicals. Many people in other countries prefer to use natural cosmetics over other
beauty products because they are safer [16].

Ayurvedic cosmetics are beauty products using natural ingredients that are rooted in the Hindu
traditional herbal medicine system [17]. The demand for herbal cosmetics is growing rapidly
abroad because of the use of herbal cosmetics to form the base where a herbal ingredient is used
to treat various skin conditions and enhance beauty [18]. All of these cosmetics are made with
chemical formulas that use natural ingredients such as “oils, waxes, fragrances, and plant parts to
enhance their natural properties”.

The cosmetic products in this category contain plant parts and extracts, e.g. aloe-vera gel and olive
oil, instead of traditional synthetic skin care products. Skin texture can be significantly improved

37
using this method [19]. Additionally, they contain vitamins and minerals that aid in maintaining
healthy, glowing skin. According to Ms Vyas, organic skincare products are gaining momentum
in India and the market can grow even more. In India, natural products are more common, states
Kuick. Unlike consumers in other countries, Indians have had a history and knowledge of using
natural products [20]. From generation to generation, this knowledge was handed down." In order
to compete with synthetic brands, Ayurvedic manufacturers invest in research to produce more
effective products. Color cosmetics [make-up] and anti-ageing and anti-wrinkle creams will
continue to be primary growth drivers of this segment due to a widening base of consumers. A few
brands, including Himalaya, Forest Essentials, and Biotique, offer color cosmetics with natural or
herbal ingredients. This sector includes some of the most established brands in the Ayurvedic field
[21].

According to L'Oréal, the company plans to research the use of natural active ingredients in
cosmetics as one of its goals in India is expanding. Herbal medicine is poised to revolutionize
India. An herb-rich country can command the global herbal market [22]. The establishment of
EPZs in about 12 Indian states may help India become a major player in the herbal scene. Indian
herbal exports are surging at more than 25 percent worldwide due to countries like the US, Britain,
Spain, Australia, Russia, and Indonesia.

It is the responsibility of marketing to promote the brand of a product or service. The branding
process culminates in the creation of Ayurvedic product awareness in the minds of consumers
[23]. It is imperative that the brand is well-known and easily recognizable to achieve successful
brand awareness.

In order for a company's product or service to be distinguished from similar products and
competitors, brand awareness is essential. Potential customers are made aware of the company and
its products or services through product awareness [24]. Most businesses' ultimate goal is to
increase sales and income, and in order to do so, customers must be aware of the brand. A brand's
awareness is the strength of its place in the minds of consumers [25].

Brand awareness can provide marketers with a slew of competitive advantages. A sense of
familiarity with a brand is included in Ayurvedic product awareness; this attribute can signify
dedication, presence, and reliability [26]. At a critical time in the purchase process, salience makes

38
or breaks a brand. Brand awareness and thus sustainability is an extremely valuable Ayurvedic
asset.

Brands that are well known may be extremely difficult to unseat. Brands must be familiar with
Ayurvedic products. To measure Ayurvedic product awareness, consumers are asked to recognize
brands, remember brands, recall brands, and use dominant brands [27]. A person's awareness of a
brand depends on their ability to recall and recognize it in different situations, such as their ability
to recall its logo, name, symbol, and other elements [28]. The ability of a consumer to confirm
prior exposure to a brand is referred to as brand recognition.

It is necessary for customers to be able to distinguish between brands based on what they have
previously heard or seen. Having the ability to recall an item depends on the consumer's knowledge
of the product category or after a purchase or use of the product [29]. When a consumer is presented
with a product classification name, the top-of-mind brand is the one that immediately comes to
mind.

In the name of a brand, dominance is the ultimate measure of brand awareness. Marketers are faced
with the task of increasing awareness and presence in a cost-effective and efficient manner [30].
Other higher levels of awareness, in addition to recall and recognition, include identifying brand
knowledge and forming a brand opinion. The full set of Ayurvedic product awareness and brand
association linked to the brand is known as brand knowledge.

One of the most important efforts made on the part of the customer is recognition and recall of
well-known brands. More sensitive and meaningful are top-of-mind and recall [31]. In order to
improve the measurement of brand knowledge, brand recall, and brand opinion can be used in part:
Ayurvedic product awareness must be conceptualised before brand associations are made.
Associating a brand with a consumer requires awareness of the brand. All brand-related thoughts,
perceptions, feelings, images, beliefs, experiences, and anything else associated with the
Ayurvedic product are referred to as brand association [32].

The degree to which recognition is made by the potential customer and when they associate it
correctly with an Ayurvedic product for a specific product is defined as Ayurvedic product
awareness [33]. The researcher correctly states that Ayurvedic product awareness is linked to the
identities of Ayurvedic product functions in consumers' memories, and that it can be measured by

39
how well consumers can identify the Ayurvedic product under various conditions of the market.
The product awareness and recall performance could be used to fine-tune Ayurvedic product
awareness.

According to Roman Bezus, “in the article, the researcher assessed the level of awareness of
organic products among consumers in the Dnepropetrovsk region of Ukraine in 2012 [34]. Based
on the responses of 850 consumers, it was discovered that the level of awareness of organics in the
Dnepropetrovsk region was sufficient and exceeded the level of awareness among French citizens.
Consumers aged 35 to 39 were the most knowledgeable about organic products. Almost 83 percent
of this age group's respondents were keen to purchase organic products. Researchers paid close
attention to potential distributors for organic products, the most important of which are specialty
stores, supermarkets, and food markets [35]. Researchers discovered that increasing public
awareness of organic products in the Dnepropetrovsk region influences willingness of the
consumers to pay a product’s premium”.

Awareness of the Ayurvedic product, the term "awareness" refers to the quality of an Ayurvedic
product's essence in the mind of the buyer. Ayurvedic product advertisers can gain a significant
advantage by raising awareness [36]. The feeling of commonality of an Ayurvedic product is
incorporated into awareness. Duty, Quality, and substance can all be indicators of awareness.
Ayurvedic product notability concludes regardless of whether it is reviewed at a critical point in
the purchasing procedure [37]. Awareness of the Ayurvedic product is a benefit that can be
extremely durable and thus maintainable. It may be extremely difficult to unstick an Ayurvedic
product that has achieved a high level of awareness. All Ayurvedic products require a high level
of awareness. Awareness of the Ayurvedic product is measured by the various ways in which
customers recall an Ayurvedic product, which may include Ayurvedic product recognition,
Ayurvedic product review, and top-of-mind and dominant Ayurvedic product [38].

The level of awareness depends upon the capacity of the customer in perceiving and reviewing the
Product of Ayurveda which is reflected from the capacity of recognising the product under various
circumstances and then connecting the product logo, name, etc. [39]. Acknowledgement of an
Ayurvedic product is associated with the customer's ability to confirm an earlier presentation given

40
to the Ayurvedic product as a prompt. It is necessary for purchasers to be able to distinguish the
Ayurvedic product as recently heard or observed.

The Ayurvedic product review identifies the buyers' proclivity to recall the Ayurvedic product
from memory by providing the class of product that meets the requirements by classification or a
buy or use circumstance as a signal. The top-of-mind Ayurvedic product is the one that comes to
mind first when a customer is given the name of a product grouping. Adverts face challenges in
creating awareness and proximity in a financial and profitable manner. Ayurvedic products with a
strong name have high awareness [40].

There are numerous Ayurvedic brands in India that are well-known and recognized. “This epoch
has seen consumers becoming more concerned about their health and also trying to maintain
quality of life”, which is reflected in the preference for products that will protect their good health
and provide the best satisfaction [41]. Consumers' usage of a brand is influenced by the quality
benefits it offers over time. Ayurvedic products in Coimbatore, Tamil Nadu, and India will be
examined to find out what consumers know, think, and prefer about them. Over 150 consumers
were directly surveyed with a consumer-structured questionnaire and the findings of the study
show that a lot of valuable work was done to understand consumers' awareness, attitude, and
preference towards Ayurvedic products [42]. In this study “Analyzing a new paradigm for
Ayurvedic products in Noida (NCR region): Factor analysis approach,” Advertising, consulting,
marketing awareness, and word-of-mouth promotion are required for Ayurvedic products to
succeed. He emphasised the importance of proper consultation and that retail management is
beneficial in bridging the gap between products and customers [43].

Additionally, distinguish the Ayurvedic product information from the Ayurvedic product
assessment, in addition to acknowledging and reviewing other more significant levels of
awareness. Information about Ayurvedic products consists of the whole spectrum of information
about Ayurvedic products as well as their affiliation with other products. In the event that
significant Ayurvedic products are being reviewed and acknowledged, this is considered to be one
of the most important pursuits [44].

As reviews and top-of-mind become more important, Ayurvedic product information may be used
in part to enhance the estimation of Ayurvedic product reviews [45]. The idea of Ayurvedic

41
product affiliations comes before knowledge of the Ayurvedic product. The goal is to build up
several affiliations of the Ayurvedic product so that the buyer is aware of it.

Rajasekar (2002) intricately recognizes the inclinations in his study [46]. In the study, he aims to
examine the levels of Ayurvedic product awareness, evaluate how the Ayurvedic product is
showcased in the marketplace, and make recommendations to improve the product showcase in
Madurai, Tamil Nadu. A poll was used to gather information. An examination for understudies
has been chosen. In the study, the investigator used chi square test to identify the personalities
behind the choice of Ayurvedic products. The study uncovered an interesting result, similar to one
of Ayurvedic products.

Rather than focus on promotion and such, demonstrated a greater focus on quality. For the
Ayurvedic market to continue to thrive, it must also create value for its products.

Ayurvedic product affiliations refers to any musings, impressions, feelings, pictures, experiences,
convictions, as well as anything connected with Ayurvedic products [47]. Ayurvedic products are
classified into two categories: products related and hierarchical affiliation.

Affiliates of products are often based on beneficial characteristics and non-beneficial affiliations.
A product's significant highlight is its usefulness. An Ayurvedic product's presentation of its
practical attributes is a key factor in the customer's assessment. An Ayurvedic product's execution
is characterized by enduring physical activities and the product's perfect design [48]. The non-
practical qualities include aspects regarding social endorsement, personal experience, and
confidence that buyers may be concerned about. Customers associate the Ayurvedic product with
its social picture, reliability, perceived value, and nation of origin.

Picture measurement in the social context is called the social picture, which refers to picture
measurement more as a reference towards the value of the mark. Buyers' perception of the
Ayurvedic product's social standing is captured in the social picture [49]. It includes the
attributions a consumer makes and the things that a consumer does to become an Ayurvedic
product customer.

Some Ayurvedic products have been characterized as having worth based on their apparent utility
in relation to their expenses as determined by the purchaser and by the synergistic view of the

42
product acquired and the price paid. The price of an Ayurvedic product affects the consumer's
decision, as does the product's perceived parity [50].

Because Ayurvedic products offer higher value, customers happy to pay a premium for them. The
reliability of an Ayurvedic product is an important factor in assessing its quality. Essentially,
reliability refers to the trust the customer places in the firm and the organization's correspondence,
as well as whether the organization's operations correspond with the needs and interests of the
customer [51]. Trusted Ayurvedic products are of high value to consumers. As Ayurvedic products
are separated, they give purchasers an advantage in dealing with and recovering data. An
Ayurvedic product's uniqueness is determined by how distinct it is from its competitors. There can
be a value premium attached to an Ayurvedic product if it is perceived as being different from its
rivals.

As a start-up firm or product, or as a place where something is gathered or made, it is about the
nation of its origin [52]. When relating to an Ayurvedic product, it is important to consider its
origin. The location, state, or nation to which a customer belongs determines the perception of
Ayurvedic products. Customer relationships can be formed based on the country of origin [53].
Customers of Ayurvedic products are known to distinguish between them based on the name of
the product, “just as a product's country of origin does”. Establishments, items, or the nation where
they're made or gathered may be referred to as originating from a nation [54].

Incorporate association affiliations that benefit corporations, since these affiliations relate to the
efficiency of firms in creating and conveying their results. Corporate social responsibility
affiliations are also seen in the context of cultural commitments.

In addition, awareness of Ayurvedic products and consumer trust in those products increases the
buy expectation among buyers and additionally increases revenue [55]. The popularity of the
Ayurvedic product has caused purchasers to pay for it. To stand out from their competitors,
businesses must make their image appealing in this way.

In order to make informed purchase decisions and purchase targets, Ayurvedic product awareness
is consistently imperative. In general, Ayurvedic product awareness is positively correlated with
productivity execution [56]. Gainfulness execution refers to the monetary contribution of the
Ayurvedic product to the means of living. Also, the consumer's choice to buy is influenced by the

43
apparent quality, which is also an element of the product's Ayurvedic esteem, which makes them
pay for certain products or services.

Knowledge about the Ayurvedic product and its quality are important for the purchase, and the
unwaveringly takes care of the purchase [57]. Purchasing, repurchasing, and exchanging
Ayurvedic products assume an imperative part in the process. In other words, every one of these
is crucial to buying and buying expectations.

The level of trustworthiness of an Ayurvedic product increases its value and expands its sale [58].
An Ayurvedic product benefit is used to maintain a product or administration as the pay it brings
in and to also better understand how this development profit is influenced.

To create a strategy to create an Ayurvedic product niche, these aspects of Ayurvedic product
recognition, saw quality, Ayurvedic product dedication, and Ayurvedic product benefit are
discussed in more detail. The buy aim that is fundamentally a way to determine the development
of deals in the Ayurvedic product is fundamentally a way to perceive the buy goal of a consumer
[59].

By making customers aware of the Ayurvedic product, they feel assured, which encourages them
to buy more. Upon acquisition, the buyer is more likely to perceive and evaluate a brand if they
are confident it is trustworthy. Boosting the brand benefit is made possible by the incomparable
intensity of Ayurvedic product awareness. In order for a brand to achieve value and dedication.
Ayurvedic products must be recognized.

2.3. Factors influencing customer satisfaction

Among the top determinants of customer satisfaction and loyalty are commitment, responsiveness,
utility, switching barriers, communication, conflict resolution, price fairness, and relationship
benefit. Each industry has its own set of determinants. Ayurveda accentuates factors such as
relationship benefit and switching barriers, while service fairness and conflict resolution have been
shown to be important factors in determining customer faithfulness.

Additionally, there are customer satisfaction determinants, [60] which can be used to measure
satisfaction. Factors that affect the image of a product include its product matters (such as its
availability, quality), price (payment conditions, etc.); services; distribution; and its distribution.

44
Dissatisfaction is the result of expectations not being met. Recurring satisfaction will drive up the
overall level of customer satisfaction and help enhance the ability of customers to set clear
expectations going forward [61].

The behavior and perception of consumers toward particular brands is affected by a number of
factors. Consumers are influenced differently by different brands. Consumers are greatly
influenced by packaging. It is important that packaging is appealing to the consumer and
convenient to them [62]. Good packaging gives the impression of high quality, creating a reputable
brand image. Additionally, they point out that the vast majority of FMCG buyers are women, and
packaging is a sensitive issue for them. They also say consumers don't know how to separate
packaging and product.

The most influential factors in the packing of a product are its color and picture. A marketer can
develop a likability toward a consumer not only by beautiful packaging, but also by using green
packaging [63]. The quality of such products is perceived as high by consumers. Decisions are
also influenced by the age and values of the consumer. For each group of people, there are different
factors that influence them differently.

The main influencer of price is the age group, followed by suitability for the middle aged and
durability for the elderly, according to Hervé and Mullet (2009) [64]. So, brands that have these
influencers in their products will make an effort to reach people from all sections of society. My
questionnaire was formulated based on this information [65]. The importance of brand loyalty
becomes apparent when we discuss branding, “since it plays a major role in retaining consumer's
commitment to a brand is determined by an emotional attachment to it”.

Therefore, “an emotional connection between a brand and the consumer is required in order to
have an effect on the Consumer loyalty to a brand is measured based on the recommendations that
it receives from a brand's loyalty is evident in the behavior of its consumer”. In addition,
endorsement by celebrities is one of the most common marketing tools used by companies [66].
Research by McCormick shows that celebrity endorsements influence consumers' perceptions of
a brand positively. Study found that people are influenced by celebrity endorsements more than
products influenced by them.

45
Product Quality
In the study of consumer behavior, consumers are said to buy products and services in response to
their wants and needs, as described by Utami and Oetomo [67]. It does not matter, though, if a
product is physical or not, consumers will still purchase it based on its benefits. Furthermore, one
of the attributes of the product that needs to be considered is the quality. Customer satisfaction and
product quality are closely linked because the product's ability to create customer satisfaction can
be used to judge its quality [68].
Improved product quality can result in customer satisfaction. Since the company's product quality
is perceived to be high, consumers will feel satisfied with it because it meets consumer
expectations.

Customers' loyalty is also influenced by customer satisfaction as well as their perception of product
quality. A customer satisfaction model was used to analyze customer satisfaction and loyalty at a
gas station by Bei and Chiao (2001) [69]. The researchers contend that consumers' opinions about
gasoline quality at pump stations significantly impact customer satisfaction and, consequently,
directly affect consumers' future purchasing decisions. It is more likely that customers will remain
loyal to a brand if they feel that the product is of best quality.

In addition, a product's perceived quality is directly related to customer satisfaction [70], which
ultimately contributes to brand loyalty. Asmayadi and Hartini also conducted research on this topic
[71]. According to them, product quality greatly influences customer loyalty. Both administrations
and products are evaluated by customers for their quality. A quality product or service is one that
is able to meet the needs of the consumer as stated or suggested by Brookes [72].

An item's quality is likewise associated with its estimation, which can cause customers to be
disappointed or satisfied. Chang defines administration quality as the contrast between buyer
desires and impressions of the administration [73].

There are many savvy organizations that analyze the products they have in front of them, which is
a great way for organizations to get a deeper understanding of their customers. Many organizations
that are savvy perform a number of analyses on the products before them, which enables them to

46
get a firm understanding of customer confidence. Considering all factors, consumer loyalty can be
defined by acquiring consumer reviews with respect to a specific product or administration [74].
Quality is being examined from the perspective that consumers will in general perceive quality in
different ways.

The focus is on consumer satisfaction and product quality, with an emphasis on strategies and
expert practices expected to improve consumer loyalty and product quality. To build the board of
the company, it must focus more on acquiring, approving, and improving the value of material
stream along with improving the product's quality and, by extension, improving the satisfaction of
consumers [75]. Organizations can offer goods and administrations that surpass the expectations
of their customers or offer enhancements in health that enhance consumer fulfillment and, in the
long run, increase profits.

Creation control is one of the hierarchical techniques within hierarchy that can enhance product
quality, as Müller and Haase examine [76]. Creation control manages/decides plans for
coordination in other than observing and ordering artifact creation, for example, a material flow
plan to address momentary concerns with a view to improving customer satisfaction and enhancing
economic efficiency.

Quality of products/administrations includes security. Customers differentiate their buying habits

based on the variations in product quality/administration levels. There are many organizations that
allocate assets to improving the quality of their services. In any case, Muller notes that buyers
disdain low-quality administrations/products regardless of whether they are costly to keep up. As
a result, quality in products and administrations is the same as costs connected to products/services
that do not impact the level of loyalty to administrations/products and their well-being Larivi [77].

In an attempt to understand the guarded behavior of provincial buyers, Sharma and Kasturi
analyzed the quality decisions and attribution models applicable to provincial buyers
accompanying viewpoints should be analyzed [78]. Information required for quality
determination, preference for quality related data by buyers, sharing of data related to low quality,

47
recurrence and nature of attribution used as a brake in determining nature of the product and the
reaction of local suppliers, and the need to minimize complaints of low quality.

Consumers in rural areas are most exceedingly terrible when it comes to quality, according to the
results. Perhaps the latter is the most likely cause, as they are unable to access alternative options
[79]. To eliminate the malicious impacts of post-purchase cacophony, it is necessary to strengthen
the hands of data operators. Post-purchase discord is teaching rustic consumers a lesson. It is better
to go to the outer edge of dismissing the product rather than fulfilling the attribution.

Price Fairness
Rupali Khanna, patanjali products customer satisfaction is determined by their reasonable price
and problem-solving ability [80]. S. Anupriya reports that all respondents cite the Patanjali product
as being chemical free and satisfied with their quality and price [81]. Consumers prefer Patanjali
because it is chemical-free, as well as the quality and price of the Ayurvedic products are
satisfactory.

The growth of Patanjali Ayurved Ltd can be attributed to natural products with competitive prices
and to Indian make (make in India). This is reported by Satheesh Raju and R. Rahul has found
that pricing influences the acceptance of Patanjali products by consumers [82].

The term price is defined by Kotler and Armstrong, as a sum of the benefits of owning or using a
product plus the benefits associated with owning or using it [83], while Bruce defined it as the
value associated with the combination of a price and other goods. Nevertheless, researchers'
inclination to price fairness was identified in marketing literature [84].
The concept of price fairness refers to how consumers evaluate sellers' prices, such as whether
they are reasonable, acceptable or justified. In order to achieve customer satisfaction, fair pricing
is essential. Having fair prices will make customers more loyal. Customer loyalty and satisfaction
levels are directly related to the customer's decision to accept a particular price [85].

Consumers' knowledge of prices for durables is affected by product categories, according to

Estelami and Maeyer [86]. Using the determinants of the product category, the study extends

48
previous research results. Consumer knowledge of prices is affected by purchase frequency,
advertising exposure, and price quality cues. Price knowledge error is negatively impacted by
purchase frequency, advertising exposure is reduced by similar exposure, and price-quality seems
to have a significant effect.

A study by Herrmann et al. showed that the perception of price fairness affects customer
satisfaction indirectly [87], while product prices directly affect customer satisfaction. Prices, as
well as the way in which they are fixed and offered, are extremely important factors that influence
customer satisfaction. Several groups of researchers claim that, according to Lommeruda and S
regard, the decision to buy a telecommunication service also depends on brand loyalty sometimes
rather than price [88]. Therefore, some consumers are still loyal to old monopolists.

Curry and Rice demonstrate that price and perceived quality are directly related to consumer
purchase behavior, which directly influences consumer purchase behavior, and therefore directly
influences business strategy [89]. Since price and quality levels have become less correlated with
time, competition may be centered on promotions and not on improving quality relative to price
as pricing flexibility diminishes. Design, performance, and competition have a higher impact on
durable goods purchases than price.

Businesses and organizations rely heavily on customer satisfaction for success Bitner, M. J. [90].
Pricing and consumer satisfaction have an impact on sales Lalwani, A.K [91]. Hence, setting a
price that is appropriate for a product/service needs to be a priority for organization management.
Quality of the price has a profound effect on customer satisfaction. By using a loyalty program to
retain customers, Abhiji Bhandari developed a direct marketing database. Royal Images Direct
Marketing Limited chairman Bhandari says that the price of retaining a customer is a tenth of what
it costs to acquire new customers [92].

According to Frank M. Bass "A non-rational buyer doesn't plan his purchase, so perhaps we should
consider that which the buyer buys, especially the brand and especially a specific brand, is without
any consideration, such as the brand that is available. Switching behavior like this is probabilistic
[93]. In her studies, Deepali Singh focused on "consumer behavior and retail banking product

49
analysis". The attitude of borrowers is an important factor in improving housing loan schemes
[94].

Dr. Raja sekar N. studied the market trend and product preference for fairness creams, “revealing
very interesting results such as skin care products must also increase their brand equity in order to
remain competitive in the market”. In determining the price of a product or service, incurred costs
may be considered along with anticipated sales and profitability. A way to attain consumer
satisfaction is by recognizing that quality and price of products are a function of the customer's
needs.
Esaki explains that consumers have a sense of a product's inherent attributes as well as its price.
At that point, “Esaki suggests developers of products and services ought to specify quality
requirements in light of the estimated costs and the price of products and services from the
perspective of customer needs”. Mainly, “customers are more likely to stay loyal and satisfied if
they are charged a fair price”, Sääksjärvi, M. Business performance is strongly impacted by price
quality [95].

Color

To conclude advertising correspondence, bundling plays an important role. Securing the deal or
missing it can depend on choosing the right shade. Is this a reality or a fantasy? In Silayoi and
Speece research, “a small segment of customers is more focused on product details or names
because certain customers are usually influenced by visual cues”. Firms endeavor to take
advantage of their market contributions so they can address the issues of their customers even
better [96]. They do this by enhancing their customers' discernment and conducting campaigns to
match certain hues with their products and assistance.

In Singh's discussion of the way customers examine products, he noted that up to 90% of the
evaluation is driven by colors alone [97]. In addition to shading, logos, seals, and displays are also
components of products, administrations, bundles, and assurances, and these have an impact on
recognition [98]. Customers' reacting and buying behavior that is independent of brand preference
can also be affected by their thoughts [99]. In reality, the study on nail polish concluded that
products colors matter a great deal when it comes to attracting customers' attention [100].

50
It is known that the hues on packaging can cause customers to worry and in some cases even to
stop buying [101], packaging colors, therefore, can cause key disappointments when not chosen
appropriately. Labrecque and Milne demonstrated how color can have an impact on brand
character, purchasing expectations, and congeniality. Colors affect the character of an individual,
however, they are frequently overlooked by ordinary clinicians; however, experts use color tests
along with other testing to assess customer personality character. Packaging companies have used
colors to make bundle weight more apparent and to influence mental significance [102].

In this manner, it may very well be argued that packaging color has a significant impact in
influencing the purchasing decisions and shopping preferences of potential customers.
Furthermore, it must be understood that consumers are time-pressed and cannot afford to take
unreasonable amounts of time deciding what to buy. The purpose of this study is to demonstrate
the significant influence that packaging colors have on consumers' choice of products [103].

Our point in the study was to investigate whether or not product bundling and shading impacts
customers' purchasing decisions. Does time pressure influence or not influence this relationship?
In this respect, this research fills in the void in existing literature as it examines the buying behavior
of Pakistani consumers whose buying choices are influenced by time constraints, and the findings
are looked at in depth in the sections below. Marketing research has put little emphasis on color
and how color impacts consumers' choices [104]. Although most customers rate products based
on colors alone, the perception of consumers has been overlooked in literature.

They have identified color as a strong cue of intrinsic quality for meat in their study on its use in
predicting customer expectations [105]. Skorinko, Kemmer, Hebl, and Lane found that while
colors' names are indicative of their significance to customers [106], when the color itself is given
primary importance by the customer, a color's name becomes insignificant. Research by Frank et
al. (2001) involved the colors of medicine and showed that color had a much greater impact on
consumer decision making than retail price.

Communication with customers is greatly influenced by packaging color. A color's ability to

stimulate interest in and drive sales for a product is determined by Funk and Ndubisi. Five

51
dimensions of color have been identified by researchers at the University of Cambridge:
significance, attitudes, attractiveness, normative color, and individual taste.

Various colors have different meanings for customers depending on their color significance. Peace
is associated with white, while coolness is associated with green. Buying behavior is influenced
by the color perception of a product. In addition, colored advertisements are much more
memorable than those without them. Customers seek external influences from the environment in
normative color. Different products come in a variety of colors that may be more preferred by
customers. An automobile customer may not like a color that is popular for furniture. Customer
buying preferences are predicted by color preferences.

A study conducted by Skorinko identified three distinct color preferences based on whether they
are suited to fast moving goods, consumer goods, or low-level involvement [107]. Color assists
in distinguishing a product and directing consumer perception, however, there have also been
examples of color packaging being used in error. Among cigarette consumers, Muttie et al. found
that 20 percent believe lighter cigarettes are less hazardous than darker cigarettes. Marketing
managers can retain and satisfy their customers by understanding how packaging colors affect
customers' preferences, purchases, and decisions.

Packaging

In his definition of the four main roles of packaging in the value chain, Abbott describes containers
and packaging as guarding, protecting, communicating, and being useful. Protecting and
containing products serve distinct functions and indicate a baseline level of function.
Communicating product information facilitates "first moments of truth" and helps consumers
select products [108]. A relatively straightforward way to determine containment, protection, or
communication effectiveness. Packaging meets physical containment and protection requirements
or stimulates sales and complies with the requirements for informational packaging.

However, it is more difficult to measure the effectiveness of a package utility. Ultimately,

consumers decide whether a package is useful, and the effectiveness of performance around utility,
such as ease of opening, consumption, and disposal, is determined by the attitudes or satisfaction

52
consumers exhibit after they have consumed it [109]. A second moment of truth - the experience
of taking the product closer to the mouth during consumption - is of great significance for product
evaluations and customer perceptions of the brand value. Another moment of truth is more likely
to happen after a successful second moment of truth. Regardless of the marketing objectives,
packaging plays a vital role on the shelf, from promotion to distribution [110].

Transactional decision-making is the focus of marketing-oriented packaging research.

Furthermore, packaging can communicate lasting brand characteristics that contribute to brand
loyalty as well as stimulate purchase. According to Young, packaging will have a greater impact
on the consumer-brand relationship in the future, with research recommending that packaging's
role be expanded throughout the consumer experience.

2.4. Customer Satisfaction with Ayurvedic Products

The market offers a variety of Ayurvedic products. In addition, consumers prefer a variety of
products and attractive wrappers for low prices and high quality products. Some consumers prefer
other factors over product quality. Consumers are happy with quality because the products differ
in price, color, quantity, offers, advertising, etc. It is extremely competitive out there, and the
manufacturer needs to consider what customers think. As part of this study, the researcher
examines customer awareness of and satisfaction with Ayurvedic products.

Philipp Kotler states that satisfaction arises when consumers feel pressured or disappointed by a
product's performance as compared with their expectations [111]. A company achieves customer
loyalty to its products once the apparent advantages cease to be distinguished from one
another.Customer satisfaction is determined by whether a majority of customers report their
experience exceeded their expectations.

A great deal of marketing managers use customer satisfaction to manage and monitor their
organizations. It is all about improving consumers' experiences. There are many reasons why
customer satisfaction is important. That are following:
➢ The main indicator of customers' repurchase expectations is their unwavering loyalty

➢ Separation is the condition

53
 ➢ Customer satisfaction is diminished

➢ It enhances customer loyalty

➢ It reduces negative verbal exchanges

➢ Keeping customers is better than buying new ones

Martinez-Ruiz et al., (2009), “Store brand proneness and maximization of customer satisfaction in
grocery stores in Spanish cities”, is a study on Spanish consumers that identifies the factors that
impact customer satisfaction the most [112]. A database of 422 Spanish consumers participating
in a representative Spanish city's self-service store market was examined.

Consumer satisfaction was significantly influenced by perceptions of customer service, quality

image and convenience of store brands among consumers who were less inclined to purchase store
brands.
For consumers who did not buy store brands, satisfaction was primarily determined by perceptions
of convenience and services.

According to the findings of this study, retailers can better target their strategies and achieve a
sustainable competitive advantage through differentiation by focusing on appropriate consumer
targets. In their study, Thiripurasundari examined the preference of Indians for global brands over
local brands in the automobile industry [113]. In marketing, how consumers perceive a brand is
important. One hundred and fifty customers in Pondicherry were interviewed using a structured
interview schedule to determine their preference between local and global brands.

Various factors, including global presence, global reputation, import quality, and global presence,
were found to influence the preference of homeowners who owned global car brands. It seems that
consumers tend to associate specific attributes to the country from which a brand originates, such

54
as superior quality, advancements in technology, modernisation, and so on. Owners of local brands
were more likely to recommend the local brand because the brand was associated with Indian
automobiles, which are high in quality and technologically efficient.

Research on measuring customer-based brand equity, empiric evidence, was done by Xiao Tong
and Jana M. Hawley. A customer-based brand equity model is applied in China's sportswear
market to examine its practicality and effectiveness [114].

Using structural equation modeling, we assessed causal relationships among brand equity's four
dimensions in the sportswear industry, as explain by Aaker's conceptual framework of brand
equity. In the research, brand association and brand loyalty were found to be important measures
of brand equity. It was evident that there was a lack of awareness and quality perception of
Ayurvedic products.

The study results suggest that sportswear brand managers and marketing planners should evaluate
overall brand equity according to its relative importance to brand equity, and should concentrate
on building brand loyalty and image as much as possible.

A customer's satisfaction is a measure of a supplier's performance with regard to the customer's

expectations. In addition, the efficacy and promptness with which it is handled are important
factors. Customer satisfaction is determined by a number of business factors, including marketing,
product manufacturing, engineering, product quality, and responding to customer complaints and
concerns. The customer's perception of a supplier is generally governed by the level of customer
satisfaction. T.G. Devadoss, Samuel [115].

During the whole process of interacting with a supplier, a customer's thoughts about the provider
are a culmination of his interactions with the supplier before engaging in marketing and specifying
delivery options and services. While working with an organization, a customer gains an
understanding of its different departments and its strategies.

55
The customer obtains a good impression about the supplier as a result, which ultimately affects
their level of satisfaction or dissatisfaction. By knowing about suppliers, “customers are better able
to choose from a variety of suppliers based on the value they would receive and the conformance
of the delivered products to their needs”. Almost all suppliers continue to offer high-value post-
marketing services so that the delivered products can be used and customized more effectively
once delivered.

In her study, Yasmin Singaporewala (2008) indicated that as internationalization increases, young
Indian women realize how important it is to look good all the time. The color cosmetics market
and the skin care market have both experienced steady growth over the past five years. Color
cosmetics accounted for $114.4 million in revenue and skin care accounted for $345.9 million,
according to a EuroMonitor report.
Rekha M. and K. Banu In her study (2015), Gokila analyzed the perceptions and satisfaction of
women towards herbal products and cosmetics. In this study, the primary objective is to examine
how aware consumers are of herbal cosmetics and how many consumers consume them, we can
better understand consumer perception and satisfaction [116].

An examination of the customer satisfaction with a selection of herbal cosmetic products is

presented by Gurmeet Kaur [117]. “Using questionnaires given to 100 female respondents who
used herbal cosmetic products, the present study collected primary data. 80% of the participants
in the survey perceive that herbal cosmetic products are of good quality and affordable”.
Additionally, “respondents were satisfied with their first use experience, their repeat purchase
experience, and their usage experience”.

If the post marketing services are satisfactory to the customer, then suppliers are likely to retain
the customers and make good profits from the repeated purchases. An organization's customer
satisfaction refers to the level of customer satisfaction with its products and services. Customer
satisfaction levels can be measured with survey techniques [118]. A business not only needs to
increase customer satisfaction levels, but successful businesses are likely to develop loyal
customers that make repeat purchases and use services again.

56
Any commercial enterprise must convince customers in order to succeed. A commercial
enterprise's income is derived from the payments it receives from its external customers for its
services and products [119]. Commercial establishments exist only because of their customers.
The marketing concept is based on customer satisfaction. Without satisfying customers, companies
cannot survive long on the market.

In order to achieve long-term customer loyalty, the organization should strive to create satisfied
and loyal customers. Comparison of a product's performance to its expectations and comparison
of that performance to how an individual feels is how the level of satisfaction is determined.
Customer dissatisfaction results from a presentation that falls short of expectations, whereas
customer satisfaction results from a performance that meets expectations [120]. When the
presentation meets the client's expectations, he or she is highly satisfied.

It's clear that satisfied customers are generally those whose products or services meet or exceed
their expectations. The concept of customer value heavily influences customer satisfaction. By
expanding product attributes, companies can deliver value to customers, or by providing other
services.
Business strategies increasingly depend on customer satisfaction as a distinguishing factor. An
organization's customer satisfaction rating can have a profound impact on the organization. It
emphasizes the importance of satisfying customers' expectations to employees [121].

Customer satisfaction ratings can have a significant impact on organizations. Organizing their
employees around customer satisfaction is important to them. Additionally, “when these ratings
dip, they indicate problems that can negatively affect sales and profitability”. The management of
customer satisfaction is therefore critical for business success. It is commonly believed that if a
buyer is satisfied, he or she will repurchase, or at least intends to repurchase, than if the customer
is dissatisfied [122]. As a company's most important long-term goal, it should strive to satisfy and
retain customers. Reichheld and Sasser concluded that repeat customers are good for firms' cost
structures because they reduce new customer costs.

57
According to recent research on customer relationship management, companies should prioritize
the reduction of customer regress and the maximization of customer intent to buy. Formerly
satisfied customers can help firms cut marketing costs in addition to increasing sales when they
are able to return in the future.

The term customer satisfaction is a widely accepted concept, defined as "the customer's evaluation
of a product or service after it has been consumed". In other words, “this is only possible when
customers perceive a product to meet or exceed their expectations” [123].

As part of their reexamination of the determinants of consumer satisfaction, they have introduced
desired congruence as well as information satisfaction on the overall satisfaction, as an alternative
to expectation congruence. According to our results, desire congruence significantly impacts
overall and attribute satisfaction [124]. A new product may be expected to dominate congruence
if the consumer has no expectations of desires.

People from Group II are traditionally conservative and those who belong to Group I are liberal.
A compact car is the choice of Group I because they are looking for an exciting, non-polluting
lifestyle, while Group II is looking for a larger, prestigious, standard size car. Values associated
with consumption were shown to be interconnected with product attributes [125].

Other findings include individual attitudes that ultimately reflect on product value, consumption
related-values, and product attribute evaluation. They are consistent with consumer product or
service preferences. This article by Luce and Mary Frances addresses the attributes associated with
highly valued goals for purchase decisions such as an automobile [126].

A study by Cohen and Marcel examines how brand choice affects price competition. In addition
to stimulating price competition with an increase in brand choice, this may also dampen it.
Increasing brand selection stimulates price competition because it increases the competition for
the customer's business [128]. A brand's selection can be measured simply by how many
alternatives it offers to consumers. In the author's opinion, if consumers have more choice of
brands, they are less well-informed so that they may make inferior purchase decisions.

58
For that ideal product, consumers can specify their preferred combinations of features. Every brand
is considered relevant depending on the purchase being contemplated. How closely a brand's
product corresponds to its consumer's ideals indicates its relevance.
Marketing combined with endorsements to promote brands will have a positive influence on
consumer purchases because the combination of physical traits, intangible assets, and emotional
appeal will influence a purchaser [129].
Documented in their study that buyers choose products rationally and generally only price a small
number of attributes. The standard forms of purchasers may contain terms that favor buyers, even
if such terms aren't beneficial for them [130].

A brand choice model based on purchase data is specified and estimated in Chib, Siddhartha, and
Seetharaman [131]. The purchase decision is influenced by price, features, and display of each
brand in the category, as well as the stock of inventory in the house.
State that consumers are unlikely to know what they are purchasing. The inability of consumers to
compare different brands in terms of quality is not uncommon [132]. Even when a significant
financial commitment is involved, they typically gather little information. In general, consumers
believe that high prices are indicative of high quality. Therefore, high prices are seen as a good
sign. The correlation between price and quality has been demonstrated in a number of studies, “but
it has been found to be product-specific and weak in general”.
According to the study, Indian consumers perceive quality differently based on the price of durable
products in India than they do in other countries. In order to collect data from the primary sources,
we used an unscrupulous, prestructured questionnaire. Their goal was to find answers to two
specific questions:

(1) Does the high price of a product correspond to a positive perception of its quality among
buyers?
(2) Is there a significant difference in perception between products that fall into different price
ranges with respect to their quality? The study found the following major findings:
When a durable product, such as color television, is set too low, the quality image of the product
will suffer, and consumers may be less inclined to buy low-priced brands since it could negatively

59
impact their image. The product will appear high-quality if it is priced reasonably high.
Nevertheless, marketers should pay attention to the pricing policies of their competitors and the
purchasing power of their customers.

A study examines the role expectations, performance, “and price play in the determination of
customer satisfaction in discrete service exchanges”. In the authors' empirical study, 200 samples
were analyzed, and the results revealed that price fluctuations in many industries with demand-
oriented pricing are most likely to result in broad variations in price-performance combinations
[133]. In order to estimate the contingency model, multimedia experimental data were analyzed.
Based on the findings, the authors conclude that the contingency framework is generally supported
by the findings, and that normative guidelines calling for realistic performance expectations and
money-back assurances should be encouraged.

Garbarino and Johnson suggest that consumer satisfaction has different factors. An empirical study
by the authors examines a firm's relationship with its customers [134]. There could be low,
moderate, and high relational bonds between transactional relationships. The author examines the
relationship between customer satisfaction, trust, commitment, attitudes, and future intentions for
an off-Broadway repertory theatre company using structural equation analysis.

High-relationship customers may be more influenced by service quality. Low-relationship

customers may be more influenced by trust and commitment whereas high-relationship customers
may be more affected by activity attitudes and future intentions.

Satisfaction can be rediscovered. We present phenomenological and longitudinal analysis of

consumers' ownership experiences of technological products. “By stepping back from the
traditionally dominant comparison standards paradigm”, we will serve to provoke a critical
discussion in this mature area by challenging what is commonly known as satisfaction research
[135]. While results indicate that one paradigm is operative for some consumers and its alternative
models (based on confirmation/disconfirmation of preconception standards) for others, the
dominant paradigm and alternative models are often insufficient or even irrelevant in some
circumstances.

60
Matt explores whether and why people are satisfied or dissatisfied with self-service technology.
An online survey was used to collect details for this critical incident study, which was based on
823 samples. In addition to ATMs, “Internet shopping services, pay-at-the-pump terminals,
various automated telephone services, automated hotel checkout, package tracking, automated car
rental pickup and return, and online brokerage services”, the study also included ATMs and online
shopping services [136].

An SST experience can be satisfied in three main ways, namely, a solved intensive need, Easy use
and Avoid service personnel, based on the results of a critical incident investigation. They also
found that there are four main factors leading to dissatisfaction with SST experiences, namely
technological failures, process failures, poor design, and customer-driven factors failure. Based on
these findings, the authors conclude that these factors can be helpful to firms that provide or plan
to provide SSTs as an alternative service delivery method.

The satisfaction levels of switchers and stayers are examined by Ganesh, Arnold and Reynolds.
“The major objectives of their empirical study are to investigate whether the three groups of
customers (dissatisfied switchers, satisfied switchers and stayers) differ in their overall satisfaction
with the service provided by the current firm, to investigate the role of satisfaction with the various
aspects of the service in differentiating among the ·groups and to examine whether the groups
differ in _their involvement with and loyalty behaviour towards the service 200 respondents
provided the required data”. Bank customers responded to the survey [137]. In this study, 11
attributes were identified, and the range was measured using the Likert scale of five points. The
statistical analyses used Cronbach's coefficient, factor analysis and multiple discriminant analysis.
They conclude that switching is largely a customer-driven process, either as a result of
dissatisfaction or other causes (e.g. moving for work). The researchers also argue that dissatisfied
stayers and switchers may be more profitable to the firm than dissatisfied switchers. The
disgruntled stayers of today may well become the disgruntled switchers of tomorrow.

Customer retention is discussed by Peter Verhoef [138]. The sample collection was around 1000.
A regression model was used to analyze data, along with a probit model and a facilitative effect of

61
commitment to analyze data. According to the author, both customer retention and share of wallet
are influenced by the level of customer commitment. Retention and customer share development
are both affected by Relationship Marketing Instruments, and the variance in past behavior is
largely responsible for both.

Customer satisfaction is examined in Hahn, Johnson and Herrmann. Using a Finite Mixture Partial
Least Squares approach, the authors present an empirical study that reveals unexplained
heterogeneity in customer satisfaction [139]. Approach. Data on customer satisfaction, loyalty,
and quality of products are used in this research to illustrate the advantages of the new method
versus a traditional market segmentation scheme derived from in-depth analysis of market
segments. They confirm that individuals perceive satisfaction in a heterogeneous manner, with
different antecedents, consequences, and relationships.

Hildebrandt had based his research on satisfaction levels at retail stores [140]. This study seeks to
supplement his work by addressing methodological shortcomings. In order to analyze secondary
data about rural and urban retail supply, causal models are used. The model reveals the causes of
retail satisfaction through an explicit test of validity. Tests of competing hypotheses are conducted
using a complex causal model to determine the factors that contribute to retail satisfaction. A
household's situational variables influence retail satisfaction in the form of accessibility and
diversity. Household location appears to play a significant role in causing (dissatisfaction).

As in the first study, Me Neal and Yeh examined Chinese children's consumer behavior and their
parents' choices. Their results are analyzed in a way that enables comparison to previously reported
major findings. The methods used in this study are fundamentally similar to those used in the
previous study. There were 375 questionnaires properly filled out by children ages 7 to 11 and 352
completed by their parents. A notable change was observed in income and spending during this
period, with the children's income and spending almost doubling as a result. Further, their
independent store visits are up 32 percent, and they're shopping at 81 percent more stores
independently. 68% of parents' regular purchases were influenced by them, while 23% were
influenced by durable goods [141].

62
A study by Carsky and Smith looks at how often women shop for groceries. It was determined that
grocery shopping involvement, shopping characteristics, and smart shopping description were
examined empirically. These variables were examined in a survey of Southern Californians and
composed of 173 women. 1. The results were as follows: Grocery shoppers who are more informed
would likely choose supermarkets who offer their needed products at the lowest price [142].
The second is that consumers with smarts pay attention to marketing stimuli for eg. Advertises in
newspapers and offers coupons, as well as shopping for sale items and stocking up. People who
shop for groceries more frequently are more likely to purchase different types of groceries at
different supermarkets.the connection between brand loyalty and consumer satisfaction. It is vital
to distinguish between repeat purchase behavior and brand loyalty when defining brand loyalty
[143].

It is also important to distinguish between genuine and fake loyalty to a brand. Second, consumers'
satisfaction can be classified into two types based on their level of satisfaction with their brand
choice. These can be manifest or latent satisfaction. The study shows that a brand's loyalty is
influenced by the type of satisfaction it enjoys, rather than the type of satisfaction it receives [144].
Another finding was the fact that a direct relationship existed between motivation and the ability
to evaluate brands. Brand loyalty is directly affected by the motivation to evaluate the choice of a
brand.

According to Kahn and Raju, consumers who seek variety and reinforcement tend to make
different choices in response to price discount changes. Further, they want to be able to determine
whether the impact of the promoted brand will depend on the category in which the brand sits
[145]. The findings indicate that price discounts are more effective for a minor brand. As opposed
to the variety-seeking segment for reinforcement. A major brand, on the other hand, sees its price
discounts disproportionately affect consumers who are looking for variety rather than consumers
seeking reinforcement. There is also a correlation between the minor and major brands that are
stronger.

Researchers Piacentini and Mailer examined how teenagers use symbolic properties in clothing
and brand names, as well as why teenagers purchase and use these products [146]. Our study

63
involved 38 young people of different ages, genders, and socioeconomic levels. According to the
study, the clothing choices that young people make are closely tied to their self-image, and they
are used not only as an expression of self but also as a means of judging other people's appearance
and situations they face. Furthermore, they found that their levels of self-monitoring, knowledge
of clothing codes, and attitudes towards materialism did affect their levels of self-monitoring to
some extent.
Among the reasons consumers shop outside their local areas was examined by Miller and Kean,
To determine how much influence the following factors have on contemporary consumers in their
shopping behaviors, we measure their influence. A brief description of the following variables: (1)
Demographics, (2) socioeconomic status, and (3) attitudes toward local retail. Several other
concepts were also predicted to explain consumer shopping behavior in rural retail environments,
including consumer satisfaction with community-wide reciprocity. During a study of out-of-town
versus in-town shopping preferences, satisfaction with local retail establishments was found to be
an important determining factor. This study found that rural consumers tended to outshop than to
shop in stores. It also discovered that the store's ambiance and atmosphere are additional factors
that affect consumer decisions.

64
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 Chapter-III
Research Methodology

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3.1 Overview

In this chapter, we discuss the research methodology used in collecting the data for the present
study. The objectives and hypotheses have been described as part of the process. In this study,
researchers explained the research design, data collection tools, and data sampling techniques. In
the current study, researchers also attempted to give a deep insight into the present study and to
make it more meaningful.

3.2 Introduction

In this chapter, the researcher describes his philosophical viewpoint, which gives insight into the
reasons for choosing the methodology that was used for this study [1]. In this chapter, the primary
objective is to present the research methodology and methods used in this study in order to
demonstrate how they contribute to answering the research questions and achieving the research
objectives.

The first section of this chapter discusses the elements of research design, the area of study, and
sample design. The author discusses the sources of data and the research instrument in the
following chapter. For the steps involved to be highly reliable and valid, they were elaborated in
detail and carried out systematically.

Methodology in research is a systematic approach to identification of problems, collection of facts,

data analysis and conclusions drawn, either as solutions to the problem or as generalizations for
theoretical formulations.

Research is the systematic quest for knowledge, which is characterized by a discipline inquiry. A
research project is a structured and planned approach to expanding knowledge that is efficient and
effective [2].

A variety of research methodologies are available, “so the line of action must be chosen from a
variety of options”. By evaluating the objectives and comparing different alternatives, we can
choose a suitable method.

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3.3 Objectives:

1. To identify the factors influencing the customers satisfaction towards the Ayurvedic
products.

2. To analyses it awareness among customers about Ayurvedic products.

3. To examine the satisfaction level of the customers toward Ayurvedic products.

3.4 Hypothesis
Hypothesis 1: (Demographic Factors affecting Awareness)

A) H0 There is no significant relationship b/w gender and awareness about the Ayurvedic
products.
H1 There is significant relationship b/w gender and awareness about the Ayurvedic
products.

B) H0 There is no significant relationship b/w age and awareness about the Ayurvedic
products.
H1 There is significant relationship b/w age and awareness about the Ayurvedic products.

C) H0 There is no significant relationship b/w education and awareness about Ayurvedic

products.
H1 There is significant relationship b/w education and awareness about Ayurvedic
products.

D) HO There is no significant relationship b/w profession and awareness about Ayurvedic

products.
H1 There is significant relationship b/w profession and awareness about Ayurvedic
products.

E) HO There is no significant relationship b/w income and awareness about Ayurvedic

products.

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 H1 There is a significant relationship b/w income and consumer awareness about
Ayurvedic products.

Hypothesis 2: (factors influencing of the customer satisfaction level of Ayurvedic products)

A) H0 There is no impact of affordability of Ayurvedic products on customer satisfaction.

H1 There is a significant impact of affordability of Ayurvedic products on customer
satisfaction.

B) H0 There is no impact of reliability of Ayurvedic products on customer satisfaction.

H1 There is a significant impact of the reliability of Ayurvedic products on customer
satisfaction.

C) H0 There is no impact of availability of Ayurvedic products on customer satisfaction.

H1 There is a significant impact of availability of Ayurvedic products on customer
satisfaction.

3.5 Objective 1: To identify the factors influencing the customers’ satisfaction towards the
Ayurvedic products.
This section fulfills the first objective of the study. Below are the major factors identified by
previous literature. In previous literature, many factors have been identified that contribute to
customer satisfaction with Ayurvedic products. Hence, this section not only enlists factors
(products specific) identified by previous literature that influence the customers’ satisfaction
towards the Ayurvedic products, but it also discusses how marketing and branding, such as Brand
Ambassador, and Brand image, of the Ayurvedic products affect the customers’ satisfaction
towards the Ayurvedic products.

Consumer satisfaction can be described as how customer expectations can be fulfilled or exceeded
by products and services offered by a firm. Customer satisfaction is a vital aspect in deciding on

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future purchases [3] posit that satisfaction is based on experience. In order to design a successful
product/service, the corporation needs to perform customer surveys to understand what the
consumer likes most about the product/service characteristics [4]. For any food or medicinal
product, quality and safety are of the utmost importance, and are vital to the achievement and
retention of consumer confidence. Any company's primary objective is to grow profits and cut
costs. One of the main factors for sales growth is client satisfaction. With increasing competition,
“every firm needs to please its customers to generate sales and profit”.

Rekha and Gokila state that consumers may have been exposed to one or more cosmetics
ingredients, which can cause negative health effects [5]. They therefore began to move to herbal
cosmetics. The majority of the cosmetic manufacturing company began to supply herbal cosmetics
after examining the consumer's needs. Herbal cosmetic items were deemed to be both affordable
and of good quality by Kaur. Their analysis reveals that most customers are satisfied with the
products of Patanjali. The grounds for this include both the product's rational price and the
product's capacity to deal with the problem.

Psychological and bodily characteristics may be subject to satisfaction. Consumers worldwide are
using green/organic products, “which is extremely evident in the cosmetics market”.
Natural components and different benefits of Ayurvedic and traditional Chinese remedies are
recognized worldwide. Raw materials and ingredients are becoming more important to consumers.
They are also chemically resistant to harmful impacts. The study conducted by Joshi (2008) found
that people's perceptions of herbal medicine and Ayurvedic medicine were positive and that herbal
medical practices should be encouraged. In order to maintain and gain new clients, customer
satisfaction is a key differentiator.

According to Shi wee Chiew, factors such as safety, health, and environmental friendliness have a
positive effect on the intention to acquire Ayurvedic products. Qualitative factors do not have a
significant effect [6]. Research by Pujari Neelkanth M, et al. examined Indian consumer
purchasing behavior and perceptions of herbal drugs [7]. Results showed that most people use
herbal medicines and also strongly believe (trust) in herbal medicines. Chandiraleka E et al.

81
considered that the consumer accepts Ayurvedic products because of reasonable prices and
economic efficiency. Our customers are highly satisfied with the products' quality and price [8].
In a study titled "Consumer purchase behavior towards herbal cosmetic products in India- a
review,". Ayurvedic beauty products are in high demand, according to Dr. M. Rajarajan Birundha.
In the beauty sector, a number of companies offer skin care products, hair care products, soaps,
and essential oils. According to him, cosmetics will continue to exist in the world as long as people
exist. The marketing of cosmetics in both rural and urban regions has a promising future. Herbal
cosmetics are becoming increasingly popular. Low cost, no side effects, safe, easy to use, and
environmentally friendly are the advantages of herbal cosmetics.

In In his research paper, Marketing Strategies of Patanjali Ayurved (FMCG), Dr Mukesh Sahu
states that Patanjali is a dominant player in the FMCG sector and represents a significant risk for
its occupiers, yet Patanjali is in financial difficulty. To tap online clients faster, production units
and distribution facilities around the country need to be operated. The item portfolio of Patanjali
is uncomfortable. This challenge should be overcome by Mudra and McKann and Erickson, who
are limited to promoting Patanjali. From a zero-advertising structure, Patanjali has become the
third largest television publisher in the country.

In a study titled "A Study on Consumer Preference and Perception for Patanjali Product,". Herbal
and Ayurvedic items can be found in all Patanjali and organic shops, according to S. Anupriya.
Ayurvedic products are easily available, have no side effects, are cost effective, and are consumer-
friendly. India's rich tradition of Ayurveda dating back to ancient times, with rich biodiversity and
a rich heritage of medical systems attracted the world's attention as a home of natural-friendly
therapeutic systems. Researchers also indicate that many of the clients are pleased with the product
quality and affordability. Spirituality gains value for the items of Patanjali.
An Ayurvedic product with a specific brand is preferred by consumers due to its chemical-free
nature and good quality, according to a study conducted by Suganya R. Customers buy different
ayurvedic products based on their needs.

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The results of Sangeetha show that consumer purchasing behavior is influenced by various factors
for Ayurvedic Patanjali in personalised care products. The price, the quality, and the quantity of
Patanjali herbal products make them very popular. Kavitha and others conducted a study titled "A
customer satisfaction study of herbal products" in which it was shown that plants are among the
oldest and most popular herbal products. It is imperative that consumers are knowledgeable of
herbal products. Using herbal products can help keep consumers healthy.

According to Sekar results, demographic factors have no association with reasons for choosing
Himalayas Ayurvedic products, however, marital status and occupational status do.
In his research paper "New Paradigm for Ayurvedic Products in Noida Analyzing (NCR). Using
a factor analysis approach, Dr Gurvishal Sinha suggests that Ayurvedic products need to be
advertised, consulting, understanding created, have a strong distribution network, word of mouth
publicity, and ongoing improvement [9]. A retail manager would be well advised to close the gap
between products and customers.
Prof. Abhinav Kataria in his study "Ayurveda Patanjali Limited Analytical Study in India," argues
that consumers who choose Patanjali products do so because of their spiritual connection with
Baba Ramdev. When Baba Ramdev disassociates himself from Patanjali, the growth of the
company declines, and the researcher questions whether Patanjali will survive without him.

Suganya R, conducted a study titled “A brand consciousness study on selected Ayurvedic

medicines” that showed the majority of customers do not change their brands, but occasionally
changed their brands because of doctor advice and price increases. According to Anitha, the
highest percentage of consumers are satisfied with Patanjali products, and variables such as marital
status, period of use, amount spent, as well as customer satisfaction with Patanjali products are
associated with the level of customer service.

Parimaladevi and Basotia, n study’s on Consumers’ Buying Behavior and Satisfaction towards
Patanjali Products in Erode City utilized the following factors: Maintaining Lower Price,
Advertisement, More product variety, and Easy availability [10]. They concluded that many people
were attracted to Patanjali's products in a short period of time because they provided their loyal
customers with high-quality products at reasonable prices. By building India's largest Food and

83
Herbal Park it had developed over the years with its excellent facility, the latest machinery, better
cost management, and high-tech infrastructure.
In the study by Vishnu M, customers were found to be largely satisfied with Patanjali's prices and
quality, which in turn led to brand loyalty [11]. Chandran, S. R., Rangarai, H., & Parayitam
concludes that most consumers prefer the Ayurvedic branded products of the Himalayas. Customer
satisfaction is positively influenced by marital status, but not by age or gender [12].

A study conducted by Priya examined customer preferences and satisfaction with ayurvedic
products. According to this study, customer satisfaction is determined by these factors (price,
quality, variety, loyalty, location) [13]. They conclude that Lever Ayush has very high-quality
products. It works very efficiently to promote Lever Ayush due to its quality and promotion of
quotes like "Ayurveda" and "Health and Safety,"
Based on their study, Pednekar and Mayekar identified the following factors that influence
consumers' purchase decisions: Information Availability, Quality, Reasonable Price, Wide Range,
and Trust, Brand Ambassador, and Brand image [14]. According to the researchers, reasonable
prices, trust, and ayurvedic products are the top factors that increase the likelihood that consumers
will buy Patanjali Ayurvedic products, followed by image and availability of information as the
last factors.

Relationship between Awareness of Ayurvedic Products v/s Customers’ Satisfaction.

The buying decision of the consumer begins with the recognition of the need and the awareness of
the products (Kotler et al.) [15]. The demand for Ayurvedic (herbal) products is on the rise, due to
the increased awareness of their benefits. As health consciousness grows among Asian citizens,
herbal medicinal products are becoming more popular as food supplements in many Asian
countries, including India. Ayurveda product manufacturers are implementing cutting-edge
technologies that could be used in conjunction with today's medical system to improve patient
care. Many small entrepreneurs have entered the business as a result of increased public awareness
about ayurvedic medicines, and it is estimated that there are over 6000 licensed and some
unlicensed units of ayurvedic medicine in India (Subrat et al.) [16]. The production of Ayurvedic
products in India alone involves around 25,400 plant technologies, and over 7,900 plant-derived

84
medicines, healthcare, beauty, and personal care products are produced by more than 7,890
companies [17]. As people become more knowledgeable about Ayurvedic products, their attitudes
toward herbal medicines as both food and medicine are shifting. Consumers tend to substitute
allopathic medicines with herbal ones because they believe they may have potentially adverse side
effects, and herbal supplements are usually used as food supplements by manufacturers [18].
Anecdotally available evidence suggests that demand for beauty products is rising due to an
increased understanding of Ayurveda, and that demand for Ayurvedic products is rising due to the
lack of side effects. [19]

Relationship between Consumer Attitude and Product Influence and Product Influence and
Subsequent Purchase of Product
Consumer attitudes are shifting, and this is having a big impact on how much Ayurvedic medicine
is being consumed. When customers learn about the advantages of Ayurveda products, they begin
to look into the brands and products that are currently on the market. Customers learn about the
products they're buying as well as the benefits of Ayurveda. On the market, there are a wide range
of products (e.g., chyawanprash, honey, cough syrup, toothpaste for dental and oral health,
astragalus powder, capsules, tablets, and tablets for memory enhancement). A study (Anupriya)
found that Himalaya brands are known for their cough syrup, Baidhyanath for their ashwagandha
powder and Hamdard for their dental products. Cost, availability, and ease of use are factors that
make these products popular with customers. The more consumers are aware of the benefits of a
product, the more impact it will have (Cronin et al.) [20]. Sales are affected by a variety of factors,
including the quality of the product, the variety of the products, the price, point of sale, natural
healing, and solutions to health care issues.

Relationship between Brand Use and Brand Satisfaction

To put it another way, a brand is the emotional and psychological connection customers have with
a business, and a strong brand encourages customers to think and feel certain ways. Customer
loyalty may be improved if a brand offers a high-quality product over others. When multi-product
companies know their brand name is well-known, they sell products under that brand name.
Another way of putting it is that customers are more likely to buy another product from the same
brand after they are satisfied with the first [21]. Once customers start using a brand, they'll stick

85
with it as long as they're happy. It's safe to assume that a customer who uses 'cough syrup' because
of its efficacy will be pleased. Customer dissatisfaction with the product "cough syrup" may lead
them to seek out a different brand (example, Chayawanprash). It's also very likely that someone
who's been persuaded to keep buying a product because they like the brand will keep doing so. For
the most part, in India, consumers will stick with a brand's products as long as they are happy with
the quality, usability, price, and so on.
Ayurvedic products by Patanjali are popular because they are easily available, taste great, are
prescribed by physicians, are low in cost, have a good reputation, and they are a brand that
consumers trust. Many Himalaya product users say they have become accustomed to Himalaya's
products over time and don't care about switching to a different one. “Some consumers say they
choose Dabur because of the taste, low cost, and high quality of the product as well as its ability
to prevent illness and build the immune system”. In the same way, every brand has a core group
of loyal customers who purchase their products on a regular basis.

Relationship between Brand Satisfaction and Brand Loyalty

According to some studies, customer loyalty begins with the product and extends to the brand [22].
Repurchases are more likely to occur if a customer is satisfied with the product. Their research
revealed that loyal customers are more likely to be engaged with a brand. Evidence suggests that
customer satisfaction with a product or service significantly influences purchasing behavior, so
companies constantly strive to maintain a competitive edge by ensuring customer satisfaction [23].
Social media, according to some researchers, has a significant impact on how well a brand's loyalty
is known. Some studies have shown empirically that customer satisfaction with a product
correlates with customer loyalty. When a brand is able to keep its customers happy, they will
purchase their products again in the near future. A behavioural response and steadfast brand loyalty
are some of the reasons why satisfied customers stick with brands. There are four types of brand
loyalty: cognitive, affective, behavioural, and action-based. [24] Cognitive loyalty is based on
prior knowledge of a particular brand. Affective loyalty is based on the customer's positive attitude
toward that brand. Consumers who have strong behavioural intentions are likely to make a
purchase, but action-based loyalty is demonstrated by the fact that they actually follow through
with their intentions. Customers who are happy with a brand are more loyal to it, and they are less

86
likely to change brands when they are satisfied. This conclusion has been reached by marketing
researchers.

Based on the secondary data, we reached the following conclusions about the objective which is
identifying the factors influencing the customers’ satisfaction towards the Ayurvedic products.

● We identified that the relationship between consumer attitude, product influence and
subsequent purchase of products for influencing the customers’ satisfaction are linked to
cost, availability and easy of use of the product. Therefore, we also identified that the
relationship between product and brand use are having positive inclination with product
and brand satisfaction.
● We identify the relationship between Awareness of Ayurvedic products and customer
satisfaction that the consumers are aware about the Ayurvedic products. They know the
benefits of plant based medicines and also know about the herbs because the allopathic
products are harmful for health and body skin. So we conclude that there is a positive
relationship between awareness of Ayurvedic products and customer satisfaction.
● Many users say they have become accustomed to Himalaya's products over time and don't
care about switching to a different one. Some consumers say they choose Dabur because
of the taste, low cost, and high quality of the product as well as its ability to prevent illness
and build the immune system. In the same way, every brand has a core group of loyal
customers who purchase their products on a regular basis. So we can say that consumers
have a different perception of buying the Ayurvedic products. They use the Ayurvedic
products (Brand) by her/his choice.
● There are four types of brand loyalty: cognitive, affective, behavioral, and action-based.
“Cognitive loyalty is based on prior knowledge of a particular brand, affective loyalty is
on the customer's positive attitude toward that brand”. behavioral intention is a strong
commitment to buy and action-based loyalty is customers actually do what they say they're
going to do. Accordingly, customer satisfaction is related to brand loyalty, and when a
customer is happy with a brand, they are more likely to stay loyal and not switch to another.

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3.6 Variables of the Study:

In our research study, we are testing the customer Satisfaction for using the Ayurvedic products
based on Awareness, Affordability, Reliability, and Availability. We are analyzing the Awareness
based on Gender, Age, Education, Income, Profession, and Location. `The analyzing Affordability
based on price and discounts of the Ayurcedic products and we are analyzing the Reliability based
on quality and quantity. Availability based on variety of Ayurvedic products and easily available
nearby vicinity.

3.7 Research Design:

The researcher is using an exploratory research design, which is a systematic method and
procedure for obtaining information [25]. It is a blueprint for the entire research process. In
addition, “it specifies the objectives of the study, the methodology, and the techniques used to
accomplish those objectives”. Designing a research study involves planning the types of
investigation to be conducted in order to provide solutions or answers to the questions or problems
to be investigated.

To get a general understanding of a problem, exploratory research design is used. The research
process is flexible and unstructured since the information needed is loosely defined. In exploratory
research, qualitative approaches are more likely to be adopted [26]. A situation that is ambiguous,
or when new insights are needed, is appropriate for the exploratory design [27].

3.8 Pilot study:

“A preliminary drafted scale with 17 items was administered to a sample of 40 respondents in the
month of March-April, 2020”. “The respondents comprised of Ayurvedic Products”. “Cronbach
(1951) was used to test the statistical reliability of the scale”. “Reliability coefficient is the measure
of the effectiveness of the instrument to yield consistent results (Nunnally 1988)”. Cronbach alpha
was calculated to estimate the reliability of the questionnaire. Awareness and customer satisfaction of
Ayurvedic products, alpha = 0.76 which indicates acceptable level of reliability.

88
3.9 Sampling

A probability sampling is used by the researcher. The researcher selects people who are familiar
with Ayurvedic products at random. “The process by which a relatively small number of
individuals, objects, or events are selected and analyzed to discover something about the entire
population from which generalizations are made based on a relatively small proportion of the
population”. According to George and Hatt, "A sample represents a larger whole in a smaller
portion".

The resources are not there for us to study more than a fragment of the phenomenon that could
advance our knowledge in every branch of science.

3.10 Sampling Technique:

Researchers used stratified random sampling for the current study. Stratification is the process of
dividing the population into smaller groups called strata which then consist of a random sample
from each stratum. Gautam Buddh Nagar is a district in Uttar Pradesh that is divided into four
strata for sampling.

The stratification process ensures that all members of the population are represented. This means
that, “before any selection occurs, the population is divided into a number of strata, and then a
random sample is taken from each stratum”.

3.11 Sample Size:

Sample size is 400 for the present study. “That is decided according to Krejcie & Morgan’s table
where the 95% confidence level and 5% margin of error is used”. The sample size i.e. 400 is
divided equally into four blocks (Dankaur, Dadri, bisrakh and jewar) of Gautam Budh Nagar.

As a general principle, the greater the size of the sample, the more precise are the findings.
Therefore, a larger sample size is generally desirable. It is important to note, however, that

89
collecting data can be time-consuming and costly. The determination of sample size is influenced
by qualitative and quantitative factors, according to Malhotra and Birks [28].

The study's nature is also taken into consideration when analyzing these factors. In addition to the
number of variables, nature of the analysis, sample size, and completion rate of the research
project, the importance of the decision is also considered. In determining sample size, however,
one should consider three quantitative factors: the population's variability, the degree of precision
required, and the degree of confidence.

The sample size can be calculated by a number of formulas based on random sampling, stratified
sampling, and cluster sampling. The formulas for stratified sampling and cluster sampling are,
however, very complex [29]. Sample characteristics, such as standard deviation, must be known
prior to using formulae to determine sample size.

Often this information is not readily available. In the present study also the application of formula
for determining the sample size was not considered appropriate, because of the unavailability of
the required population parameters.

3.12 Data Collection

In order to accomplish the purpose of this study and to conduct the investigation, data has been
collected both from primary and secondary sources:-

Primary data:

The primary data was collected through the Questionnaire method from Gautam Budh Nagar.

During the current study, data was collected primarily through the use of questionnaires. Based on
the reviewed literature and through discussions with the research guide, a set of well-designed and
structured questionnaires was framed which included demographic profile, close ended, open
ended and five likert scale questions.

The structured questionnaire was divided into three parts”. “Part A consisted of questions related
to the demographic profile of the respondents such as Name, age, education, marital status,
monthly income and area of residence, and so on.

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Secondary Data

Secondary data was collected from books, journals, research papers, websites, articles, and
newspapers.

Procedure of data collection:

Data was collected from the period June 2020 to August 2020. All the respondents were informed
about the purpose of the study and assured that the data collected would be kept confidential. The
questionnaires were distributed to every block of Gautam Budh Nagar.

100 questionnaires were distributed to each block and the researcher selected only one respondent
each village of Gautam Budh Nagar who knew about the Ayurvedic products.

Problems of data collection

Data collection, which is the most important aspect of this study, proved to be the most arduous
as well. Though 400 questionnaires were distributed to Gautam Budh Nagar only 387 could be
collected finally. Out of 400 questionnaires only 387 were selected finally and 13 questionnaires
were rejected because they were found to be answered partially or were incomplete.

While the majority of the respondents were co-operative and showed interest in filling up the
questionnaire, some of them were very reluctant. A few people directly refused saying that they
were too busy to fill up the questionnaire. Many respondents misplaced the questionnaire and a
second copy was given.

Some denied filling up the questionnaire saying that the questionnaire contained personal
questions. As most of the respondents did not return the questionnaire in time, the researcher had
to go to them 4 to 5 times to collect them. Some respondents also left many questions unanswered
as a result of which they could not be included in the study.

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3.13 Research Methods

In the present study, statistical tools such as average, percentage, standard deviation, correlation,
regression, Chi-Square methods are used to analyze data and test the hypothesis. We analyzed the
data using the Statistical Package for Social Sciences (SPSS). The data have been presented in
tabular, diagrammatic, and textual formats.

3.14 Questionnaire design

There are several formalized questions that make up a questionnaire, which are meant to get
information from respondents. According to Malhotra and Dash (2010) a questionnaire has three
specific objectives [30].

First, the information must be transformed into a set of questions that respondents can answer.
Secondly, questionnaires should motivate, encourage and inspire respondents to participate
actively and cooperate during interviews.

Third, the questionnaire must ensure that response error is minimized. Response error arises when
inaccurate answers are given by respondents or the answers are wrongly recorded or wrongly
analyzed.

Based on the objectives and hypotheses of the current study a structured questionnaire was
developed to measure the independent and dependent variables.

Researchers divided the questionnaire into three parts. Part A is demographic based on the name
of respondent, age, education, marital status, monthly income and location of the respondent.

And part B is based on a closed ended questionnaire where the yes/no type question and multiple
choice question.

In the part C of the questionnaire the researcher used a 5 point scale.

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In self-completion surveys, it is not a good idea to use open-ended questions because the answers
would be inadequate and typical [31]. Close-ended questions usually use numbers, yes/no, or
multiple choices [32]. Close-ended questions in questionnaires have the advantage of being pre-
coded.

Self-completion questionnaires are best suited to questions of this kind because they allow
respondents to answer without writing (Hague et al., 2004). Further, since the researcher knows
the answers ahead of time, “he or she can save a lot of time on data entry and analysis” (Brace,
2004).

All of the questions in the study's questionnaire are thus closed-ended questions, in which
respondents are asked to choose from a number of alternatives.

Rather than a seven-point Likert scale, the researcher used a five-point scale in part C, which
reduces respondents' frustration and increases the quality and quantity of responses [33, 34]. All
statements were calculated using a five-point scale in order to achieve a normal distribution of
observations.

3.15 Geographical profile of Gautam Buddh Nagar

The Gautam Buddha Nagar district is located in the National Capital Region. The district was
created in 1997 with the transfer of area from Bulandshahr and Ghaziabad district. The study area
is bordered by the Bulandshahr district in the east and south, NCT Delhi and the Faridabad district
of Haryana in the west, and the Ghaziabad district in the north [35]. In 2011, the district had a
population of 16, 48,115 and an area of 1442 square kilometers.

Now the Gautam Budh Nagar is divided into four blocks (a) Dadri block (b) Bisrakh block (c)
Dankaur block and (d) Jewar block.

In 1901, the population of the district was 2, 32,392, but in 2011 it reached 16, 48,115. Based on
the table, growth rates between 1901 and 1931 were low, while rates between 1931 and 1981 were
moderate. Since 1981, the growth rate of the district has been high.

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3.16 Urbanization in Gautam Buddha Nagar District

As early as 1901, five towns were located in the modern Gautam Budh Nagar district: Jewar,
Dankaur, Rabupura, Bilaspur, and Kakod. A total of 24,707 people live in the urban area (10.63
percent of the total population), and 7,718 live in Jewar. In 1911 although the number of urban
settlements in the study area remained the same (five), there was a marginal decline in urban
population.

The town of Dadri was added as a town in 1921, bringing the total number of towns to six, which
remained unchanged until the 1951 census. Declassification took place in 1961 for four towns in
the study area, Jewar, Rabupura, Bilaspur and Kakod. According to the 1961 and 1971 censuses,
only Dadri and Dankaur were urban settlements. Five more settlements were included in the 1981
census as statutory towns, namely Jewar, Rabupura, Bilaspur, Jahangirpur, and Kakod.

In 1981, there were seven towns in the study area. These towns were all statutory towns. Noida
was added as a Census town in 1991 increasing the number of urban settlements to eight.

In 1991 for the first time the population of an urban settlement i.e. Noida had a population of more
than a million. Thus, the first city in the district appeared in the 1991 census. One more census
town- Salarpur Khadar within NOIDA area was recognized in 2001 by census and thus the number
of urban settlements increased to nine. Salarpur Khadar census town lies within the area of NOIDA
[36].

Thus, in 2001 there were two census towns in NOIDA- Noida and Salarpur Khadar. In the 2011
census five more settlements were recognized as census towns- Chipiyana Buzurg, Chhaparaula,
Patadi, Kherli Hafizpur and Greater Noida.

However, one town Kakod was transferred to Bulandshahr district between 2001 and 2011 census.
Thus, the total number of urban settlements increased to 13 – 7 census and 6 statutory towns. Out
of these 13 urban settlements only two settlements (Noida and Greater Noida) had a population of
more than one lakh.

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3.17 References:

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2. Geuna, A. (1999). The economics of knowledge production: funding and the structure of
university research. Edward Elgar Publishing.

3. Mittal, V., & Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase
behavior: Investigating the moderating effect of customer characteristics. Journal of
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4. Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Understanding customer

expectations of service. Sloan management review, 32(3), 39-48.

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6. Wee, C. S., Ariff, M. S. B. M., Zakuan, N., Tajudin, M. N. M., Ismail, K., & Ishak, N.
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7. Pujari Neelkanth, M., & Sachan Anupam, K. (2015). Gupta Deepika. Indian consumer’s
buying behaviour and perception to herbal drugs: a report. Intl J Progr Pharmacy, 1(1), 11-
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8. Chandiraleka, E., & Hamsalakshmi, R. (2016). A study on customer awareness and

satisfaction of selected ayurvedic & herbal products. Int J Adv Res Dev, 1, 6-12.

9. Rajarajan, M., & Birundha, G. (2016). Consumer buying behavior towards herbal cosmetic
products in India—an overview. International Journal of World Research, 1(34), 25-34.

10. Pednekar, A. P., & Mayekar, J. B (2017). Factors influencing consumers’buying

behaviours towards ayurvedic products: a case study of patanjali products.

11. Sinha, G. (2018). Influencing Parameters in Purchase behavior for Packed Fruit Juices are
setting new millennium in Indian Markets: A Statistical Analysis. International Journal of
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12. Gowd, M. S., & Raju, D. V. (2020). Ayurveda medicines and consumer preferences with
reference to tumkur district. Journal of Critical Reviews, 7(13), 1123-1126.

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13. Basotia, n. (2020). Anevaluative study on customer’s consciousness and satisfaction
toward Himalaya product with special references to mahendergarh city.

14. Ay, S. K. M., Anita Renni, M. D., & PM, V. M. (2019). A clinical trial to evaluate the
efficacy of polyherbal formulation (panheal) in the management of typeii diabetes mellitus.

15. Chandran, S. R., Rangarai, H., & Parayitam, S. (2020). The Effect of Brand Awareness
and Use, Product Awareness and Use on Brand and Product Satisfaction: A Study of
Ayurveda Products from India. Asia-Pacific Journal of Management Research and
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16. Priya, B. D., & Priya, R. M. (2018). Consumers’ Awareness, Preference and Satisfaction
towards Patanjali Product. Sumedha Journal of Management, 7(3), 99-108.

17. Pednekar, A. P., & Mayekar, J. B. factors influencing consumers’buying behaviours

towards ayurvedic products: a case study of patanjali products.

18. Achrol, R. S., & Kotler, P. (1999). Marketing in the network economy. Journal of
marketing, 63(4_suppl1), 146-163.

19. Subrat, N. (2002, December). Ayurvedic and herbal products industry: An overview.
In Proceedings of the regional workshop on wise practices and experiential learning in the
conservation and management of Himalayan medicinal plants: December 15-20 2002;
Kathmandu, Nepal.

20. Aneesh, T. P., Hisham, M., Sekhar, S., Madhu, M., & Deepa, T. V. (2009). International
market scenario of traditional Indian herbal drugs–India declining…. International Journal
of Green Pharmacy (IJGP), 3(3).

21. Shivan, G. C., & Mehmood, S. R. (2010). Factors influencing nonindustrial private forest
landowners' policy preference for promoting bioenergy. Forest Policy and
Economics, 12(8), 581-588.

22. Chandran, S. R., Rangarai, H., & Parayitam, S. (2020). The Effect of Brand Awareness
and Use, Product Awareness and Use on Brand and Product Satisfaction: A Study of
Ayurveda Products from India. Asia-Pacific Journal of Management Research and
Innovation, 16(2), 103-121.

23. Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality,
value, and customer satisfaction on consumer behavioral intentions in service
environments. Journal of retailing, 76(2), 193-218.

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24. Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce:
an exploration of its antecedents and consequences. Journal of retailing, 78(1), 41-50.

25. Rahi, S. (2017). Research design and methods: A systematic review of research paradigms,
sampling issues and instruments development. International Journal of Economics &
Management Sciences, 6(2), 1-5.

26. Brink, P. J. (1998). Exploratory designs. Advanced design in nursing research, 2, 141-160.

27. Zikmund, B. Car, & Griffin, (2009). Business research methods, 8.

28. Malhotra, N. K., & Birks, D. (2007). Marketing Research, An Applied Approach,
European Edition.

29. Wilson, C. (2006). Learning phonology with substantive bias: An experimental and
computational study of velar palatalization. Cognitive science, 30(5), 945-982.

30. Malhotra, N. K., & Dash, S. (2010). An applied orientation. Marketing Research, 2.

31. Hague, P. N., Hague, N., & Morgan, C. A. (2004). Market research in practice: a guide to
the basics. Kogan Page Publishers.

32. Brace, V., Penney, G., & Hall, M. (2004). Quantifying severe maternal morbidity: a
Scottish population study. BJOG: An International Journal of Obstetrics & Gynaecology,
111(5), 481-484.

33. Buttle, F. (1996). SERVQUAL: review, critique, research agenda. European Journal of
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34. Prayag, G. (2007). Exploring the relationship between destination image and brand
personality of a tourist destination: an application of projective techniques. Journal of
Travel and Tourism Research, 2(Fall 2007), 111-130.

35. Lata, S. (2019). Profile of the Study Area: Uttar Pradesh. In Irrigation Water Management
for Agricultural Development in Uttar Pradesh, India (pp. 21-47). Springer, Cham.

36. Shafi, S. P. (2008). Diversified Cropping Pattern and Agricultural Development-A Case
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University).

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 Chapter-IV
Data Analysis &Interpretation

98
4.1 Overview:

This chapter analyses the data collected from four blocks of G.B Nagar district- namely, Dadri
(96), Dankaur (98), Jewar (93), and Bisrakh area (100). The initial sample size was 400, 100
respondents in each block, but it reduced to 387 respondents because of non-responses or
erroneous responses creating missing values. An analysis of the data and an interpretation of the
results are needed after data collection has been completed. Data analysis helps drawing
meaningful inferences from the data collected and brings in front the relationships existing
amongst different variables in more meaningful form. The demographic classification of
respondents was derived by using statistical averages. Reliability test was applied for checking the
reliability of the questionnaires through Cronbach’s alpha reliability coefficient methods. Face
validity methods were applied to check the validity of the questionnaires. Testing Ayurvedic
product awareness along with demographic variables is done using the Chi-square test. Further,
we analyze the impact of variables on customer satisfaction towards Ayurvedic products using
logistic regression models. The assumptions of all the models used are also tested using different
tests in order to check the feasibility of statistical significance of the coefficients in the models.

Hence this chapter achieves the following three objectives of this study:

Objectives
1. To identify the factors influencing the customer satisfaction towards the Ayurvedic
products.

2. To analyses it awareness among customers about Ayurvedic products.

3. To examine the satisfaction level of the customers toward Ayurvedic products

The last two objectives are empirical in nature, hence to accomplish these two objectives relevant
hypotheses are formulated. All these hypotheses are discussed in the section in which they are
tested.

99
4.2 Reliability Test

Table represents the reliability statistics for 17 items/questions taken for carrying out factor
analysis. Before carrying out factor analysis, a reliability test is used to validate the questionnaire.
A reliability test can be used to ensure a scale is reliable. The reliability of a measure or instrument
is its consistency in reflecting the construct being measured. Reliability analysis is also conducted
to check the homogeneity between variables.

Table 4.1: Reliability Test

Summary of Case Processing
N %
Valid 387 100.0
Case Exclude
0 .0
s da
Total 387 100.0
a. Listwise deletion based on all variables in the procedure.

Reliability Statistics
Cronbach's N of Items
Alpha
.723 17

In the table above, the Cronbach's Alpha model is used to measure internal consistency among the
indicators. In addition to other methods of testing instrument reliability, Cronbach's coefficient
alpha is one of the most commonly used ones. The value of Cronbach’s Alpha in the first column,
is based on the number of items in the survey and the ratio of the average inter-item covariance to
the average item variance. Ideally it ranges from 0 to 1 and near to 1 (approximately greater than
0.7 or 0.8) Alpha value indicates items are reliable for further analysis.

Most social science research situations consider a reliability coefficient of .70 or higher to be
acceptable. This study finds Cronbach’s alpha of (.723), so it can be concluded that data is reliable
and sufficient.

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4.3 Descriptive statistics

This section describes the sample data using the common measure of central tendency which is
the average value or the mean value along with the mostly used measure of dispersion, i.e., the
standard deviation.

Table 4.2: Descriptive based on Location

Between-Subjects Factors

Value Label N
Locatio 1 Dadri 96
n 2 Dankaur 98
3 Jewar 93
4 Bisrakh 100

This study has collected data from four blocks as listed above. It can be noticed that the maximum
number of respondents come from Bisrakh, followed by Dankaur, and the least number of
respondents have been included from Jewar which stands at 93 respondents. These differences in
respondent’s numbers in all the blocks are being observed because of the exclusions of
questionnaires containing non-responses or erroneous responses creating missing values although
this study initially targeted 100 respondents in each block. Hence, only questionnaires complete in
all respects could be included in the final analysis.

Table 4.3: Descriptive Statistics based on Constructs/Variables of the Study

Descriptive Statistics
Location Mean Std. Deviation N
AWARENESS Dadri 1.04 .201 96
Dankaur 1.02 .142 98
Jewar 1.03 .178 93
Bisrakh 1.04 .197 100
Total 1.03 .180 387
RELIABILITY Dadri 1.29 .457 96
Dankaur 1.08 .275 98

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 Jewar 1.05 .227 93
Bisrakh 1.11 .314 100
Total 1.13 .341 387
AFFORDABILITY Dadri 2.79 1.055 96
Dankaur 3.60 .822 98
Jewar 3.46 .891 93
Bisrakh 3.23 .952 100
Total 3.27 .980 387
AVAILABILITY Dadri 3.39 1.01 96
Dankaur 3.41 0.47 98
Jewar 3.96 0.50 93
Bisrakh 3.53 0.65 100
Total 3.57 0.73 387
CUSTOMER Dadri 3.39 1.402 96
SATISFACTION Dankaur 3.64 .876 98
Jewar 3.92 .850 93
Bisrakh 3.58 1.075 100
Total 3.63 1.087 387

Since a self - design questionnaire having a Likert type 5-point scale was used to collect data from
the respondents in which (1) stands strong disagreement and (5) stands for maximum agreement,
a higher mean value above indicates the maximum agreement of the respondents. As it is clear
above that the maximum average value is observed in Bisrakh; however, the maximum S.D. is
observed in Dadri in the responses collected on AWARENESS of Ayurvedic Products. The
maximum average value of RELIABILITY of Ayurvedic Products is observed in Dadri, and the
maximum S.D. is also observed in Dadri.

For AFFORDABILITY of Ayurvedic Products, Dankaur shows the highest arithmetic value (=
3.60) in responses; however, the variation in responses (S.D. = 1.055) is observed in Dadri. The
maximum satisfaction with Ayurvedic Products is noticed in Jewar in which the arithmetic average
= 3.92 and is the highest in all the mean responses.

102
Frequency Distribution & Tabulation of the General Profile of the Respondents

The first step in the analysis is usually to classify the collected information into a table or to
rearrange it into a new group if published statistics are used to table the new arrangement. In the
event of some studies, the classification and tabulation may provide such a clear picture of the
importance of the arranged material that no further analysis is required. Whether they complete
the analysis or not is irrelevant.

Basically, classification is a process of organizing data based on how similar they are and how
similar they resemble. Comparison and analysis of data are facilitated by arranging a large mass
of heterogeneous data into homogenous groups. Classification provides the basis for the correct
presentation of statistical facts.

According to Conner "Classification is the process of arranging things (either actually or

notionally) in groups according to their resemblances and affinities and gives expression to the
unity of attributes that may subsist among a diversity of individuals."

Data has to be presented in a suitable form before it can be studied and its salient features and
significance understood. Data can be presented textually, but it is not an effective form, as matter
has to be read over and over again to grasp the entire range of figures. Presentation of data involves
the use of statistical devices by which classified data are presented in an understandable form so
that data may be quickly grasped. Presentation of data helps in further statistical treatment and
analysis. The main methods of presenting data are,

• Tabulation

• Diagrams and graphs.

Data is tabulated in rows and columns in a systematic way. Statistical analysis can be improved
by tabulating classified data.

According to Tuttle “a statistical table is the logical listing of related quantitative data in vertical
columns and horizontal rows of numbers, with sufficient explanatory and qualifying words,
phrases and statements in the form of titles, heading and footnotes to make clear the full meaning
of the data and their origin”.

103
In proposed research work, all the data are tabulated properly after classification. The object of
tabulation is to give a proper shape to collected whole material in research work. In this concern
L.R. Conner defines Tabulation as the phase between classification of data and its presentation.
Various statistical techniques such as measures of average and dispersion, correlation and
regression, time series, and so on can be applied to analyze data and then interpret the results.

The first part of the questionnaire involves the profile of consumers as distinct demographic
variables. In order to assess knowledge and consumption of Ayurvedic products, it is vital to know
about the general profile of respondents. Respondents have a variety of demographic
characteristics, including age, ethnicity, educational qualifications, and occupation. Based on the
responses of respondents in the questionnaire, their profile information is presented as below in
separate tables, followed by pie charts depicting the same information.

Age

Customers' age has a major impact on their satisfaction level, which varies depending on their age.
In general, the new generation customers do not have too high expectations from the products and
services rendered by Ayurvedic products, but the old generation customers do have very high
expectations as they believe in older Indian systems of Ayurveda. In the present study the age of
customers is classified into four categories: Below years, 21-30 years, 31-40 years and above 40
years.

Table 4.4: Age of respondent

AGE

Frequency Percent Valid Percent Cumulative Percent

Valid Below 20 years 143 37.0 37.0 37.0

21-30 years 156 40.3 40.3 77.3

31-40 years 54 14.0 14.0 91.2

above 40 years 34 8.8 8.8 100.0

Total 387 100.0 100.0

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Figure 4.1: Age

Table 4.4 represents the frequency distribution and percentage analysis of People using Ayurvedic
products in G.B Nagar district. “From the above table it can be said that out of total 387
respondents 143 were below 20 years of age, 156 were 21-30 years of age, 54 were 31-40 years of
age and 34 were above 40 years of age”.

Gender

Expectations and perceptions of male and female respondents with regard to the Ayurvedic
products provided by the retailer are varied, based on the situation, their surrounding environment,
family background, occupation, etc. In the present study, the frequency distribution and percentage
analysis of Use of Ayurvedic products in G.B Nagar District, with respect to gender is as under.

105
Table 4.5: Gender of respondents
GENDER

Frequency Percent Valid Percent Cumulative Percent

Valid MALE 237 61.2 61.2 61.2

FEMALE 150 38.8 38.8 100.0

Total 387 100.0 100.0

Figure 4.2: Gender

From the above table it can be inferred that out of 387 respondents 237 were Male and 150 were
female respondents.

Marital status

Marital status also influences the use of Ayurvedic products where Single people are less likely to
use Ayurvedic products while married people are more likely to buy Ayurvedic products. Below

106
table represents the frequency distribution and percentage analysis of Customer satisfaction for
Ayurvedic products.

Table 4.6: Marital status of respondent

MARITAL STATUS

Frequency Percent Valid Percent Cumulative Percent

Valid MARRIED 200 51.7 51.7 51.7

UNMARRIED 187 48.3 48.3 100.0

Total 387 100.0 100.0

Figure 4.3: Marital Status

107
From the above table it can be said that out of 387 respondents 200 were married while 187 were
unmarried.

Profession

The nature of employment of customers also influences their expectations and satisfaction level
from Ayurvedic products. In the present study, the occupation of the customer is divided into four
categories: Retired, Private sector, Govt. sector and Student.

Table 4.7: Profession of respondent

PROFESSION

Frequency Percent Valid Percent Cumulative Percent

Valid Retired 2 .5 .5 .5

Private Sector 126 32.6 32.6 33.1

Govt. Sector 65 16.8 16.8 49.9

Student 127 32.8 32.8 82.7

Others 67 17.3 17.3 100.0

Total 387 100.0 100.0

108
Figure 4.4: Profession

From the above table we can say that out of 387 respondents, 126 were in private service, 65 were
government employees, 127 are students, 2 were retired employees and 67 belong to the other
profession.

Qualification

The education level of customers also plays an important role in determining the satisfaction level
of customers. In the present study, the education level of customers is classified into four
categories: Illiterate, Secondary, Graduate and Others. Table presents the frequency distribution
and percentage analysis of Customer satisfaction in Ayurvedic products.

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Table 4.8: Educational status of respondent
EDUCATION

Frequency Percent Valid Percent Cumulative Percent

Valid Illiterate 45 11.6 11.6 11.6

Secondary 116 30.0 30.0 41.6

Graduate 190 49.1 49.1 90.7

Others 36 9.3 9.3 100.0

Total 387 100.0 100.0

Figure 4.5: Education

From the above table it can be inferred that 190 of respondents were graduates while 116 had
secondary education, 45 were illiterate and 36 responded with others.

110
Table 4.9: Income of respondent
INCOME

Frequency Percent Valid Percent Cumulative Percent

Valid Less than Rs 10,000 185 47.8 47.8 47.8

10,001-20,000 99 25.6 25.6 73.4

20,001-30,000 41 10.6 10.6 84.0

Above 30,000 62 16.0 16.0 100.0

Total 387 100.0 100.0

Figure 4.6: Income

111
From the above table it can be inferred that 185 respondents had income below 10,000 , 99
respondents had an income range between 10,001-20,000 , 41 people had an income range of
20,001 to 30,000 and 62 respondents had an income level of 30,000 or more.

Table 4.10: Location of respondent

LOCATION

Frequency Percent Valid Percent Cumulative Percent

Valid Dadri 96 24.8 24.8 24.8

Dankaur 98 25.3 25.3 50.1

Jewar 93 24.0 24.0 74.2

Bisrakh 100 25.8 25.8 100.0

Total 387 100.0 100.0

Figure 4.7: Location

112
From the above table it can be inferred that in terms of location of respondents 96 were from Dadri,
98 were from Dankaur, 93 respondents were located in Jewar, while 100 respondents were from
Bisrakh area.

4.4 Hypothesis Testing: (Demographic factors affecting Awareness)

Objective 2: To analyses it awareness among customers about Ayurvedic products.

This section tests the awareness of the respondents about Ayurvedic products based on the
statistical significance between demographic variables and awareness. This study has tapped
awareness of the respondents Ayurvedic products in Yes/No answers or using dichotomous
variables and demographic variables are also categorical variables. Since data on awareness of the
respondents about Ayurvedic products and demographic variables are not scaled variables, no
parametric tests can be applied. Hence, this study is utilizing Chi-square test for independence to
test the hypothesis shown below:

Hypothesis:
A) H0 There is no significant relationship b/w gender and awareness about the Ayurvedic
products.
H1 There is significant relationship b/w gender and awareness about the Ayurvedic
products.

B) H0 There is no significant relationship b/w age and awareness about the Ayurvedic
products.
H1 There is significant relationship b/w age and awareness about the Ayurvedic products.

C) H0 There is no significant relationship b/w education and awareness about Ayurvedic

products.
H1 There is significant relationship b/w education and awareness about Ayurvedic
products.

D) HO There is no significant relationship b/w profession and awareness about Ayurvedic

products.

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 H1 There is significant relationship b/w profession and awareness about Ayurvedic
products.

E) HO There is no significant relationship b/w income and awareness about Ayurvedic

products.
H1 There is significant relationship b/w income and awareness about Ayurvedic products.

The null hypothesis for a chi-square independence test is that two categorical variables are
independent in some population and the alternative hypothesis is that there is a significant
association between two categorical variables.

A) H0 There is no significant relationship b/w gender and awareness about the Ayurvedic
products.
H1 There is significant relationship b/w gender and awareness about the Ayurvedic products.

Table 4.11: GENDER * Do you know about Ayurvedic Products? (RESULT)

Do you know about Ayurvedic Products? Total

Yes No
Male 193 44 237
GENDER
Female 78 72 150
Total 271 116 387

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 Chi-Square Tests
Value df Asymp. Sig. Exact Sig. Exact Sig. (1- Point
(2-sided) (2-sided) sided) Probability
Pearson Chi- 37.917
a 1 .000 .000 .000
Square
Continuity
36.528 1 .000
Correctionb
Likelihood Ratio 37.482 1 .000 .000 .000
Fisher's Exact
.000 .000
Test
Linear-by-Linear 37.820
c 1 .000 .000 .000 .000
Association
N of Valid Cases 387
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 44.96.
b. Computed only for a 2x2 table
c. The standardized statistic is 6.150.

Since the p-value shown above is less than 0.05 or 5% level of significance, this study rejects the
null hypothesis that two categorical variables are independent in some population and accepts the
alternative hypothesis that there is a significant association between two categorical variables and
finds that there is a significant relationship between gender and awareness about the Ayurvedic
products.

As the significant test does not tell us the degree of effect, displaying effect size is helpful to show
the magnitude of effect. There are three different measures of effect size for chi-squared test, Phi
(φ), Cramer's V (V), and odds ratio (OR). Among them φ and OR can be used as the effect size
only in 2 × 2 contingency tables, but not for bigger tables.

Table 4.12: Symmetric Measures

Value Approx. Sig.
Phi .313 .000
Nominal by Nominal
Cramer's V .313 .000
N of Valid Cases 387
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.

115
Above table shows the degree of association between the two variables. “Since Cramer’s V value
is more than 0.3 it can be concluded that the magnitude of effect between the two variables is
strong”.

B) H0 There is no significant relationship b/w age and awareness about the Ayurvedic
products.
H1 There is significant relationship b/w age and awareness about the Ayurvedic
products.

Since the p-value shown in Chi-Square test > 0.05 or 5% level of significance, this study does not
reject the null hypothesis that two categorical variables are independent in some population. This
study finds that there is no significant relationship between age and awareness about the Ayurvedic
products.

Table 4.13: AGE * Do you know about Ayurvedic Products? (RESULT)

Count
Do you know about Ayurvedic Products? Total

Yes No
Below 20 Years 98 45 143
21-30 Years 110 46 156
AGE
31-40 Years 34 20 54
Above 40 Years 29 5 34
Total 271 116 387

Chi-Square Tests
Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 5.229a 3 .156

Likelihood Ratio 5.721 3 .126
Linear-by-Linear Association 1.085 1 .298
N of Valid Cases 387
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 10.19.

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This study finds that there is no significant relationship between age and awareness about the
Ayurvedic products.

C) H0 There is no significant relationship b/w education and awareness about Ayurvedic

products.
H1 There is significant relationship b/w education and awareness about Ayurvedic
products.

Since the p-value shown in Chi-Square test > 0.05 or 5% level of significance, this study does not
reject the null hypothesis that two categorical variables are independent in some population. This
study finds that there is no significant relationship between education and awareness about the
Ayurvedic products.

Table 4.14: EDUCATION * Do you know about Ayurvedic Products? (RESULT)

Count
Do you know about Ayurvedic Products? Total

Yes No
Illiterate 35 10 45
Secondary 78 38 116
Graduate 132 56 188
EDUCATION
Others 23 12 35
5 2 0 2
13 1 0 1
Total 271 116 387

Chi-Square Tests
Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 3.314a 5 .652

Likelihood Ratio 4.229 5 .517
Linear-by-Linear Association .014 1 .905
N of Valid Cases 387
This study finds that there is no significant relationship between education and awareness about
the Ayurvedic products.

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 D) HO There is no significant relationship b/w profession and awareness about
Ayurvedic products.
H1 There is significant relationship b/w profession and awareness about Ayurvedic
products.

Since the p-value shown in Chi-Square test > 0.05 or 5% level of significance, this study does not
reject the null hypothesis that two categorical variables are independent in some population. This
study finds that there is no significant relationship between profession and awareness about the
Ayurvedic products.

Table 4.15: PROFESSION * Do you know about Ayurvedic Products? (RESULT)

Count
Do you know about Ayurvedic Products? Total

Yes No
Retired 1 1 2
Private sector 95 31 126
PROFESSION Govt. Sector 44 21 65
Student 83 44 127
Others 48 19 67
Total 271 116 387

Chi-Square Tests
Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 3.686a 4 .450

Likelihood Ratio 3.684 4 .450
Linear-by-Linear Association .929 1 .335
N of Valid Cases 387
This study finds that there is no significant relationship between profession and awareness about
the Ayurvedic products.

E) HO There is no significant relationship b/w income and awareness about Ayurvedic

products.
H1 There is significant relationship b/w income and awareness about Ayurvedic
products.

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Since the p-value shown in Chi-Square test > 0.05 or 5% level of significance, this study does not
reject the null hypothesis that two categorical variables are independent in some population. This
study finds that there is no significant relationship between income and awareness about the
Ayurvedic products.

Table 4.16: INCOME * Do you know about Ayurvedic Products?

Count
Do you know about Ayurvedic Products? Total

Yes No
Less than 10000 126 57 183
10001-20000 68 29 97
INCOME 20001-30000 25 15 40
30001-40000 49 13 62
9 3 2 5
Total 271 116 387

Chi-Square Tests
Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 3.835a 4 .429

Likelihood Ratio 3.948 4 .413
Linear-by-Linear Association .307 1 .580
N of Valid Cases 387
This study finds that there is no significant relationship between income and awareness about the
Ayurvedic products.

To conclude, it can be said that this study only finds that gender and awareness about the Ayurvedic
products have significant relationships, while all other four demographic variables do not show
such significant relationships.

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4.5 Hypothesis Testing: (Factors influencing the customer satisfaction level of
Ayurvedic products)
Objective 3: To examine the satisfaction level of the customers toward Ayurvedic products.

In order to achieve the third objective on the satisfaction of the customers toward Ayurvedic
products the following hypothesis has been formulated:

A) H0 There is no impact of affordability of Ayurvedic products on customer satisfaction.

H1 There is significant impact of affordability of Ayurvedic products on customer

satisfaction.

B) H0 There is no impact of reliability of Ayurvedic products on customer satisfaction.

H1 There is a significant impact of reliability of Ayurvedic products on customer
satisfaction.

C) H0 There is no impact of availability of Ayurvedic products on customer satisfaction.

H1 There is significant impact of availability of Ayurvedic products on customer
satisfaction.

Hence, OLS regression models are utilized to test each of the three sub-hypotheses. The dependent
variable is customer satisfaction in each of the three regression models but the independent variable
changes according to the relationship being tested in hypotheses.

A) H0 There is no impact of affordability of Ayurvedic products on customer satisfaction.

H1 There is significant impact of affordability of Ayurvedic products on customer
satisfaction.

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Results of the first regression model having customer satisfaction as a dependent variable and
Affordability as an independent variable (single predictor) are shown below.
F-stats (=50.592, p<0.05) indicating that the regression model is significant. Model summary table
shows that R-squared of the model is not very low with only one predictor (= 0.116). That is, a
total of 11.6% variation is explained in customer satisfaction level of Ayurvedic products by
Affordability as a single predictor. “Durbin-Watson is near 2 indicating that there is no first order
autocorrelation in the residuals of the model”.

Table 4.17: Regression Model Summary

Model R R Square Adjusted R Std. Error of the Durbin-Watson

Square Estimate
1 .341a .116 .114 .63096 2.031

ANOVAa
Model Sum of Squares df Mean Square F Sig.
Regression 20.141 1 20.141 50.592 .000b
1 Residual 153.274 385 .398
Total 173.415 386
a. Dependent Variable: CSTM_SAT
b. Predictors: (Constant), AFFORDABILITY

Below is shown the relationship between customer satisfaction and Affordability in terms of beta
coefficient. The impact of Affordability is tested at 95% level of significance. Since the t-stats >
1.96, P-value<0.05 implies that Affordability is a significant predictor of customer satisfaction.
The beta coefficient value (= 0.294) shows that with every one unit increase in Affordability, the
level of customers satisfaction towards Ayurvedic products increase by 0.294 because a positive
and a statistically significant beta coefficient value is noticed. Further, residuals of the model
follow Gaussian properties, that is, they are NIID (0, σ).

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 Coefficientsa
Model Unstandardized Standardize t Sig 95.0% Confidence
Coefficients d . Interval for B
Coefficient
s
B Std. Beta Lower Upper
Error Bound Bound
2.6 17.7 .00
(Constant) .147 2.318 2.897
08 23 0
1
AFFORDABILI .29 7.11 .00
.041 .341 .213 .375
TY 4 3 0

Hence the null hypothesis of no significant impact is rejected and the alternate hypothesis: There
is a significant impact of affordability on customer satisfaction is accepted.

B) H0 There is no impact of reliability of Ayurvedic products on customer satisfaction.

H1 There is a significant impact of reliability of Ayurvedic products on customer
satisfaction.

Results of the second regression model having customer satisfaction as a dependent variable and
Reliability as an independent variable (single predictor) are shown below.
F-stats (=98.24, p<0.05) indicating that the regression model is significant. Model summary table
shows that the R-squared of the model is not very low with only one predictor (= 0.203). That is,
a total of 20.30% variation is explained in customer satisfaction level of Ayurvedic products by
Reliability as a single predictor, which is more than the one shown in the first regression model in
which Affordability was an independent variable. “Durbin-Watson is near 2 indicating that there is no
first order autocorrelation in the residuals of the model”.

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Table `4.18: Regression Model Summary
Model R R Square Adjusted R Std. Error of the Durbin-Watson
Square Estimate

1 .451a .203 .201 .59905 2.053

ANOVAa
Model Sum of Squares Df Mean Square F Sig.
Regression 35.254 1 35.254 98.238 .000b
1 Residual 138.161 385 .359
Total 173.415 386
a. Dependent Variable: CSTM_SAT
b. Predictors: (Constant), RELIABILITY

The relationship between customer satisfaction and Reliability is shown below. The impact of
Reliability is tested at 95% level of significance. Since the t-stats > 1.96, P-value<0.05 implies that
Reliability is a significant predictor of customer satisfaction. The beta coefficient value (= 0.230)
shows that with every one unit increase in Reliability, the level of customers satisfaction towards
Ayurvedic products increase by 0.320 because a positive and a statistically significant beta
coefficient value is noticed. Further, residuals of the model follow Gaussian properties, that is,
they are NIID (0, σ).

Coefficientsa
Model Unstandardized Standardize T Sig. 95.0% Confidence
Coefficients d Interval for B
Coefficients
B Std. Beta Lower Upper
Error Bound Bound
2.44 19.7 .00
(Constant) .124 2.197 2.684
0 19 0
1
RELIABILI 9.91 .00
.320 .032 .451 .257 .384
TY 2 0

Hence the null hypothesis of no significant impact is rejected and the alternate hypothesis: There
is a significant impact of reliability on customer satisfaction is accepted.

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 C) H0 There is no impact of availability of Ayurvedic products on customer satisfaction.
H1 There is significant impact of availability of Ayurvedic products on customer
satisfaction.

Results of the third regression model having customer satisfaction as a dependent variable and
Availability as an independent variable (single predictor) are shown below.
F-stats (=110.50, p<0.05) indicating that the regression model is significant. Model summary table
shows that the R-squared of the model is not very low with only one predictor (= 0.223). That is,
a total of 22.3% variation is explained in customer satisfaction level of Ayurvedic products by
Availability as a single predictor. The R-squared of this model is the highest in all the three
regression models indicating that Availability has the highest impact on customer satisfaction
towards Ayurvedic Products. “Durbin-Watson is near 2 indicating that there is no first order
autocorrelation in the residuals of the model”.

Table 4.19: Regression Model Summary

Model R R Square Adjusted R Std. Error of the Durbin-Watson

Square Estimate

1 .472a .223 .221 .59159 2.11

ANOVAa
Model Sum of Squares df Mean Square F Sig.
Regression 38.673 1 38.673 110.501 .000b
1 Residual 134.742 385 .350
Total 173.415 386
a. Dependent Variable: CSTM_SAT
b. Predictors: (Constant), AVAILABILITY

The impact of Availability is tested at 95% level of significance. Since the t-stats > 1.96, P-
value<0.05 implies that Availability is a significant predictor of customer satisfaction. The beta
coefficient value (= 0.434) shows that with every one unit increase in Availability, the level of
customers satisfaction towards Ayurvedic products increase by 0.434 units because a positive and
a statistically significant beta coefficient value is noticed.

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 Coefficientsa
Model Unstandardized Standardize t Sig 95.0% Confidence
Coefficients d . Interval for B
Coefficient
s
B Std. Beta Lower Upper
Error Bound Bound
13.82 .00
(Constant) 2.080 .150 1.784 2.375
4 0
1
AVAILABILIT 10.51 .00
.434 .041 .472 .353 .516
Y 2 0

Further, residuals of the model follow Gaussian properties, that is, they are NIID (0, σ). Hence the
null hypothesis of no significant impact is rejected and the alternate hypothesis: There is a
significant impact of availability on customer satisfaction is accepted.
This study finds that Affordability, Reliability, and Availability have positive and statistically
significant impact on customer satisfaction level of Ayurvedic products and that Availability has
the highest impact among all the three variables because the R-squared value was highest in the
regression model in which Availability was utilized as a single predictor.

Table 4.20: Hypothesis Result

Accepted
Objective 2: To analysis it A) H1 There is significant relationship b/w
awareness among customers gender and awareness about the
about Ayurvedic products. Ayurvedic products.

B) H1 There is significant relationship b/w Rejected

age and awareness about the Ayurvedic
products.

Rejected
C) H1 There is significant relationship b/w
education and awareness about
Ayurvedic products.

125
 Rejected
D) H1 There is significant relationship b/w
profession and awareness about
Ayurvedic products.

Rejected
E) H1 There is significant relationship b/w
income and awareness about Ayurvedic
products.

A) H1 There is an impact of affordability of Accepted

Objective 3: To examine the Ayurvedic products on customer
satisfaction level of the satisfaction.
customers toward Ayurvedic
products.
Accepted
B) H1 There is an impact of the reliability of
Ayurvedic products on customer
satisfaction.

Accepted
C) H1 There is an impact of availability of
Ayurvedic products on customer
satisfaction.

126
 Chapter-V
Finding and Conclusion

127
5.1 Overview:

This chapter facilitates understanding in nutshell and puts forth what has been achieved through
the final analysis of responses collected through the questionnaire containing thirty questions on
customer’s satisfaction with Ayurvedic products. First, a discussion on the review of literature on
the factors influencing the customers’ satisfaction towards the Ayurvedic products is presented.
Second, results of frequency distribution are presented based on respondents profile’s variables.
Finally, results of the two main hypotheses on the awareness among customers about Ayurvedic
products and the satisfaction of the customers toward Ayurvedic products are presented which
were tested through the hypotheses. Conclusions on rejection or non-rejection of the hypotheses
of this study are shown in tables, followed by a brief summary of results. Hence, this chapter
presents findings, conclusion, recommendations, limitations and future scope of this study.

5.2 Findings:

On the factors influencing the customer’s satisfaction towards the Ayurvedic products:

In this section, a review of literature on the factors influencing the customers’ satisfaction towards
the Ayurvedic products was presented. First, a review of literature was presented on how customer
satisfaction towards the Ayurvedic products is defined and tested by various studies followed by
a brief review of empirical studies on factors influencing customer satisfaction or buying behavior
of the Ayurvedic products. It was in the review of literature that almost all the studies designed a
new questionnaire and studies the factors influencing the demand of Ayurvedic products in India.
Mostly, Patanjali Ayurvedic product was focused by many studies among many Indian firms
producing Ayurvedic products. The most common factors found in the literature were: Information
Availability, Quality, Reasonable Price, Wide Range, Trust, Brand Ambassador, and Brand image.

Based on Demographics:

● Locations: This study has collected data from four blocks of G.B Nagar district- namely,
Dadri (96), Dankaur (98), and Jewar (93), and Bisrakh area (100). It can be noticed that the
maximum number of respondents come from Bisrakh, followed by Dankaur, and the least

128
 number of respondents have been included from Jewar which stands at 93 respondents.
● Age: The frequency distribution and percentage analysis of People using Ayurvedic
products in G.B Nagar district revealed that out of total 387 respondents 143 were below
20 years of age, 156 were 21-30 years of age, 54 were 31-40 years of age and 34 were
above 40 years of age.
● Gender: It is found that out of 387 respondents 237 were Male and 150 were female respondents.
● Marital Status: It is found that out of 387 respondents 200 were married while 187 were
unmarried.
● Profession: It was noticed that out of 387 respondents, 126 were in private service, 65
were government employees, 127 are students, 2 were retired employees and 67 belong to
the other profession.
● Qualification: It can be found that 190 of respondents were graduates while 116 had
secondary education, 45 were illiterate and 36 responded with other.

● Income: It is found that 185 respondents had income below 10,000 , 99 respondents had
income range between 10,000-20,000 , 41 people had income range of 20,000 to 30,000
and 62 respondents had income level of 30,000 or more.

On the Awareness about the Ayurvedic products among the People of GB Nagar District

To test this hypothesis the chi-square independence test was utilized. “The null hypothesis for a
chi-square independence test is that two categorical variables are independent in some population
and the alternative hypothesis is that there is a significant association between two categorical
variables”. “Since the p-value shown above is less than 0.05 or 5% level of significance, this study
rejects the null hypothesis that two categorical variables are independent in some population and
accepts the alternative hypothesis that there is a significant association between gender categories
and awareness about Ayurvedic products”.
“As the significant test does not tell us the degree of effect displaying effect size is helpful to show
the magnitude of effect”. “There are three different measures of effect size for chi-squared test,
Phi (φ), Cramer's V (V), and odds ratio (OR)”. “Among them φ and OR can be used as the effect

129
size only in 2 × 2 contingency tables, but not for bigger tables”. Since Cramer’s V value is more
than 0.3, it can be concluded that the magnitude of effect between the two variables is strong (Kim,
2017). However, the other four demographic variables did not show significant relationships with
awareness about Ayurvedic products.

On the Satisfaction Level of the Customers towards Ayurvedic Products

Results showed that each of the three factors Affordability, Reliability, and Availability had
positive and statistically significant relationship with customer satisfaction and that Availability
has the highest impact among all the three variables because the R-squared value was highest in
the regression model in which Availability was utilized as a single predictor.

5.3 Conclusions:

In the Indian subcontinent, Ayurveda is among the oldest healthcare systems. There are no adverse
effects associated with Ayurvedic products. On the basis of the study and the findings it can be
concluded that ayurvedic products are cost effective and well accepted by customers. In addition,
they are easily accessible and do not suffer from side effects. According to the study, consumers
also prefer Ayurveda because they believe it promotes health, increases immunity and resistance,
and is effective in curing diseases.

In the marketing concept, customer satisfaction is crucial. It is impossible for a company to remain
in the market forever if customers are not satisfied, not to mention that customers' minds constantly
change. Companies should strive to provide customers with everything they want from a product
otherwise customers will stop buying. Company-customer relationships occupy both extremes of
a continuum where always a share and lost for good relationships are the two extremes. The
purpose of this part of the study is to identify literature that focuses on ways to improve customer
satisfaction. Based on this study, “it is apparent that most customers are pleased with the Ayurvedic
products, and overall satisfaction levels are quite high in comparison to other brands”. Customers
expect the company to offer them more advanced Ayurvedic products. Ayurvedic products are
generally considered to be of good quality by the people. In addition to cost considerations, all
customers are concerned primarily with the quality of the product. Consumers are influenced
primarily by recommendations from friends and family.

130
This study rejects the null hypothesis that two categorical variables are independent in some
population and accepts the alternative hypothesis that there is a significant association between
gender categories and awareness about Ayurvedic products. However, other four demographic
variables did not show significant relationships with awareness about Ayurvedic products. On the
basis of the multiple regression coefficients, it is concluded that Availability has the highest impact
among all the three variables because the R-squared value was highest in the regression model in
which Availability was utilized as a single predictor. However, other two variables/factors also
showed positive and statistically significant relationships with customer satisfaction about
Ayurvedic products. After an analysis of response received, it can be concluded that consumers
are more aware of product information for buying ayurvedic products and place for availability
also affect the consumers for buying ayurvedic products. They purchase ayurvedic products
because ayurvedic products are chemical free and they have long usage. Additionally, they
purchase ayurvedic products based on their ingredients. It is not pleasing for consumers to
purchase ayurvedic products because of their high prices.

5.4 Recommendations:

● Since it found that there is a significant difference between gender categories on awareness
about Ayurvedic products, it can be recommended that firms producing Ayurvedic
products should also focus on other demographic categories where no difference is noticed,
for example; age and awareness about the Ayurvedic products; education and awareness
about Ayurvedic products; profession and awareness about Ayurvedic products; income
and awareness about Ayurvedic products.

● Well-designed clinical trials should become a legal requirement so that the public can be
convinced of the quality and efficacy of Ayurveda products.

● As well as the measures taken by the government, Ayurvedic product manufacturers can
establish at least one cooperative society per district. It is imperative that manufacturers
have access to quality and cheap raw materials such as medicinal plants. Access to quality
raw materials would minimize the problem of scarcity of raw materials.

131
● Regression results showed that, among Affordability, Reliability, and Availability,
Availability is the most important factor which derives customer satisfaction about
Ayurvedic products to a greater degree. Hence, Ayurvedic products producing firms are
recommended to make their products available in rural India, while maintaining reliability
and affordability of their products.

● Creating a new variety of Ayurveda products requires innovative ideas from the research
and development department of the manufacturing unit.

● Raw herbs are in short supply, which leads to adulteration. As a result, the cost of
production increased as well due to government intervention to organize scientific
cultivation of rare species. A workforce could be trained in scientific herb collection
methods as well.

● Ayurvedic product manufacturers need to make their products available in all markets of
G .B Nagar.

● There is no standardization of the processing of Ayurvedic products. Amendments need to

be made to the acts governing the manufacture of Ayurveda products, particularly
medicines and cosmetics, so that provisions addressing these issues are included.

● Good promotional strategies should be made mandatory to convince the public of the
benefits of Ayurvedic products.

132
5.5 Limitations:

As though we considered all the factors such considering all kinds of economic class, gender, age,
education, profession, and location during the data collection to have high impact for the utilization
of Ayurvedic products, but still some aspects remain untouched. These are:

1. We faced the problem to collect the data from high economic/high income class, as they
were less interested to provide the details.
2. It was too time consuming to ensure the people about the products.
3. The Study only considered four locations of G.B Nagar i.e. Dadri, Dankaur, Jewar, and
Bisrakh.
4. As though, we used all the efforts to reach the maximum people but due to specified time
for me. We collected the data from only 387, which was justified as per the calculation but
we were willing to approach more people for diversification.

5.6 Future Scope of the study

Future researchers can elaborate in this area by using broader spectrum of variables for customer
satisfaction as well as customer buying behavior. It can also be augmented by using quantitative
aspects. More locations from Uttar Pradesh or India may be selected to expand the study. This
study only considered products belonging to Ayurveda companies, more companies may be
selected for future study.

133
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