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A STUDY ON CONSUMER BEHAVIOR TOWARDS AYURVEDIC PRODUCTS IN

AHMEDABAD CITY

Article in Medico Research Chronicles · June 2019

DOI: 10.26838/MEDRECH.2019.6.3.497

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 Chopra P. and Baxi B. O., Med. Res. Chronicles., 6(3), 180-191 2019

Medico Research Chronicles

ISSN NO. 2394-3971
DOI No. 10.26838/MEDRECH.2019.6.3.497

Contents available at: www.medrech.com

A STUDY ON CONSUMER BEHAVIOR TOWARDS AYURVEDIC PRODUCTS IN
AHMEDABAD CITY.

Prateek Chopra1, Dr. Belur O Baxi2

1. Research Scholar, Calorex Teacher’s University, Ahmedabad
2. Assistant Professor, Faculty of Business Administration, GLS University, Ahmedabad
ARTICLE INFO ABSTRACT ORIGINAL RESEARCH ARTICLE
Article History
Received: April 2019
Indian is a country where Ayurveda born. And expend its goodwill
Accepted: May 2019 across the globe. Earlier Ayurveda was been used in India to cure
Keywords: Consumer illness and disease. As time changed, the business environment
Behaviour. Ayurvedic. became more competitive for companies because of heavy
OTC products, Brand competition in the market. Every Ayurvedic company wants to
maximize the market share and want to have a maximum number of
customers. In such a scenario, customers select Ayurvedic companies’
product very carefully and by analysis various aspect of marketing
strategies. Current research work is an attempt to understand
customers’ behavior towards the OTC Ayurvedic products in
Ahmedabad city. For this, researchers have collected data through
questionnaire and interpret it. Data findings elaborate on the various
The corresponding author* aspect of consumer Behavior towards Ayurvedic Products.
©2019, www.medrech.com

1. INTRODUCTION: increasing health awareness with an emphasis

The researcher starts this work with on ‘preventative healthcare’, is expected to
the introduction of Ayurvedic Industry enhance the demand for Healthcare services.
followed by Consumer behavior. Next India’s National Health Policy aims at
Section deal with Research Methodology. achieving Universal Health Coverage and
After designing research methodology delivering quality healthcare to all at an
research studied the Literature review. After affordable cost. The policy aims at providing
that researchers analyze data and on the basis a comprehensive primary health package
of findings, research concludes the research. which includes major communicable, non-
1.1. About Ayurvedic Products and communicable and chronic diseases,
Market geriatrics, palliative, and rehabilitative care.
The healthcare market in India is For a vast country like India, to achieve this
evolving at a rapid pace. As per estimates, it goal with just the modern medical system in
is one of the fastest growing industries with place is a herculean task. Modern therapies
an estimated CAGR of 23% from 2015 to have their own drawbacks of burgeoning
2020 and is expected to be a $280 billion costs, quality of life issues, and inability to
market by 20201. Rising income levels, prevent and cure mainstream healthcare. As
growing geriatric population, greater shown in Figure 1, promoting Ayurveda as a
penetration of health care in rural settings, mainstream therapy approach can be used to

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bridge the burgeoning gap between demand In addition, the substantial opportunity in
and supply by primarily focusing on primitive health and restoration of functional
secondary and tertiary prevention of diseases. health is best addressed by Ayurveda.
Ayurveda can be the treatment of choice for non-emergency medical care

DISEASE STAGE AYURVEDA ALLOPATHY

Pre-acute (Preventative & Curative)
Acute (Alleviative, Preventative & Curative)
Emergency (Management)
Post-acute (Preventative, Curative & Promotive)
Source: AyurVAID Hospitals

Here it’s important to understand the consideration and mixes together the basics of
difference in Herbal, Ayurved, and Natural: their economic status, their psychology,
• Ayurvedic Medicine society, and social anthropology. It, in short,
Ayurvedic medicine is a system of tries to recognize the decision of the buyer
healing that originated in ancient India. In either individually or collectively. It examines
Sanskrit, Ayur means life or living, and Veda the uniqueness of individual customers such
means knowledge, so Ayurveda has been as their behavioral variables and
defined as the “knowledge of living” or the demographics in an effort to identify the state
“science of longevity.” of people’s requirements.
• Herbal Medicine Consumer behavior is the study of
Herbal medicine, hereinafter referred how individual customers, groups or
as products, are formulated, using various organizations select, buy, use, and dispose of
permissible ingredients to form the base in ideas, goods, and services to satisfy their
which one or more herbal ingredients are used needs and wants. It refers to the actions of the
to provide defined medical benefits called as consumers in the marketplace and the
“Herbal medicine”. underlying motives for those actions.
• Natural Medicine Meaning and Definition: Consumer
A number of the big name drugstore behavior is the study of how individual
and high-end cosmetic companies are cruelty- customers, groups or organizations select,
free, but their products usually comprise buy, use, and dispose of ideas, goods, and
mostly of synthetic ingredients. An organic services to satisfy their needs and wants. It
ingredient is by definition natural, and vegan refers to the actions of the consumers in the
cosmetic products are necessarily cruelty-free. marketplace and the underlying motives for
The size of the global Ayurvedic those actions.
market is expected to almost treble from $3.4 Importance of Consumer Behaviour to
billion in 2015 to $9.7 billion by Marketers. It is important for marketers to
2022. Increasing awareness of the benefits of study consumer Behaviour. It is important for
Ayurvedic products, government initiatives to them to know consumers as individual or
encourage their usage, rising purchasing groups opt for, purchase, consumer or dispose
power to drive demand for Ayurvedic of products and services and how they share
products in India their experience to satisfy their wants or needs
1.2. CONSUMER BEHAVIOUR (Solomon, 2009).
The behavior of the consumer is 2. RESEARCH METHODOLOGY
considered to be the study of why, when, 2.1. The objective of Research:
where and how people prefer or prefer not to • First and the prime objective of this
buy a particular product. It takes into research work is to know the

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consumer behavior towards various experience on buying behavior of fresh foods,

OTC Ayurvedic products. particularly mussels. In their studies, the
Other objectives of the research are: authors used a structural equation model in
• To know the various usages of Ayurvedic order to identify the relationship between the
products. habits and previous experience on the
• To know that impact of promotional tools consumer buying decision. Their findings
on consumer behavior. show that personal habits and previous
2.2. Research Type: Descriptive research experience of the consumers have a direct
2.3. Data Collection: impact on the consumers’ purchase decision
Population: Ayurvedic products users. in the example of purchasing fresh mussels.
Primary data: Primary data was collected They also found that the image of the product
from those people who are using Ayurvedic has a crucial impact on the purchasing
products. decision of the consumer and further
Secondary Data: Secondary data has been recommended that the product image should
collected from various secondary sources like continuously be improved in order to
Journals, magazine, articles, and other encourage the consumers towards purchasing.
sources. Another study conducted by Variawa
2.4. Sampling Method: Researcher used (2010) analyzed the influence of packaging on
convenience sampling method to collect data. consumer decision-making the process for
2.5. Data Collection Tool: researcher Fast Moving Consumer Goods. The aim of
collected data through structured the research was to analyze the impact of
questionnaire filled by the respondents from packaging on the decision-making processes
the population. of low-income consumers in retail shopping.
2.6. Statistical tools: Research has applied A survey method has been used in order to
percentage analysis and Chi-Square test to reach the research objectives. In a survey
know the relationship between a dependent conducted in Star Hyper in the town of
variable and an independent variable. Centerville 250 respondents participated. The
2.7. Limitation of research: findings of the research indicate that low-
Current research work is done from the income consumers have more preferences
perspective of customers’, further research towards premium packaging as this can also
can be done from the point of view of be re-used after the product has been
Ayurvedic product manufacturing companies. consumed. Although the findings indicate that
Another limitation of this research work is there is a weak relationship between product
that it has been conducted in Ahmedabad packaging and brand experience. However, it
area. Expansion of this research work can be has been proven by the findings of the
lead to another area of the country. research that low-income consumers have
3. LITERATURE REVIEW: greater brand experience from the purchase of
Kotler and Keller (2012) mentioned that ‘premium’ products when compared to their
consumer buying behavior is studied as a part experience from purchasing ‘cheap’ brand
of the marketing and its main objective is to products.
learn the way how the individuals, groups or Lee (2005) carried out a study to learn
organizations choose, buy use and dispose the the five stages of consumer decision-making
goods and the factors such as their previous the process in the example of China. The
experience, taste, price, and branding on researcher focuses on the facts that affect the
which the consumers base their purchasing consumer decision making process on
decisions. purchasing imported health food products, in
One of such studies of consumer particular, demographic effects such as
buying behavior has been conducted by gender, education, income, and marital status.
Acebron et al (2000). The aim of the study The author employed a questionnaire method
was to analyze the impact of previous in order to reach the objectives of the

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research. Analysis of five stages of consumer personal experiences and beliefs, external
decision-making process indicates that impact search involves a wide search of information
of family members on the consumer decision- which includes addressing the media and
making process of purchasing imported health advertising or feedbacks from other people
food products was significant. (Rose and Samouel, 2009).
The author further explains this by the Once the relevant information about
fact Chinese tradition of taking care of young the product or service is obtained the next
and old family members have long been stage involves analyzing the alternatives.
developed and marriage is considered to be Kotler and Keller (2005) consider this stage
extremely important in Chinese tradition. This as one of the important stages as the
reflects in the findings of the study that the consumer considers all the types and
purchase of imported health food products alternatives taking into account the factors
made by a person for the people outside the such as size, quality and also price.
family is declined significantly by both male Backhaus et al (2007) suggested that
and female Chinese after they get married. purchase decision is one of the important
Five Stages Model of the consumer stages as this stage refers to the occurrence of
decision-making process has also been a transaction. In other words, once the
studied by a number of other researchers. consumer recognized the need, searched for
Although different researchers offer various relevant information and considered the
tendencies towards the definitions of five alternatives he/she makes a decision whether
stages, all of them have common views as or not to make the decision. Purchasing
they describe the stages in similar ways. decision can further be divided into a planned
One of the common models of the purchase, partially purchase or impulse
consumer decision-making process has been purchase as stated by Kacen (2002) which
offered by Blackwell et al (2006). According will be discussed further in detail in the next
to him, the five stages of the consumer chapters.
decision-making process are Finally, the post-purchase decision
followings: problem/need recognition, involves the experience of the consumer
information search, evaluation of about their purchase. Although the
alternatives, purchase decision made and importance of this stage is not highlighted by
post-purchase evaluation. Each stage is then many authors Neal et al (2004) argues that
defined by a number of researchers varying this is perhaps one of the most important
slightly but leading to a common view about stages in the consumer decision-making
what each stage involves. For example, process as it directly affects the consumers’
according to Bruner (1993) first stage, need purchases of the same product or service from
recognition occurs when an individual the same supplier in the future.
recognizes the difference between what they The most noteworthy writers that
have and what they want/need to have. This serve as academic advocates of The Five-
view is also supported by Neal and Questel Stage Model of consumer decision making
(2006) stating that need recognition occurs include Tyagi (2004), Kahle and Close
due to several factors and circumstances such (2006) Blackwell et al. (2006), and others.
as personal, professional and lifestyle which It is important to note that The Five-Stage
in turn lead to the formation of the idea of Model is not the only model related to
purchasing. consumer decision-making, and there are also
In the next stage, consumer searches a range of competing models that include
information related to the desired product or Stimulus-Organism-Response Model of
service (Schiffman and Kanuk, 2007). The Decision Making developed by Hebb in
information search process can be internal and 1950s, Prescriptive Cognitive Models, The
external. While internal search refers to the Theory of Trying (Bagozzi and Warsaw,
process where consumers rely on their 1990), Model of Goal-Directed Behaviour

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(Perugini and Bagozzi, 2001) and others. All the Literature Review chapter of this work.
of these models are analyzed in great detail in
4. DATA ANALYSIS
Demographic Data of Respondents
Demographic Variable Frequency
Joint 61
Family Type
Nuclear 39
Male 22
Gender
Female 78
18-25 7
26-35 57
Age Group
36-55 35
56-65 2
Job 13
Business 26
Profession
Profession 47
Other 15
< 20000 9
21000-40000 12
Income
41000-60000 41
>60000 38

61% of respondents belong to the 26% of respondents are having their business,
nuclear family and 39% respondents belong and 13% are Job doer. Monthly income of
to Joint family. 22% of respondents are male respondents. 41% of respondents belong to
and 78% are female. The age group of 41000-60000 PM group, 38% of respondents
respondents, 57% respondents belong to the have income above 60000 PM, 12% of
age group of 26-35 Years, 35% belong to 36- respondents have 21000-40000 PM, whereas
55 yrs, 7% belong to 18-25 yrs, and only 2% only 9% of respondents have monthly income
belong to 56-65 yrs age group. 47% of of 20000.
respondents are having their own profession,

Chart: 1 Customer Preference for Ayurvedic Companies

Above chart shows the customers’ preferred by 99% of respondents), Whereas
preferences towards Ayurvedic Companies. Himalaya is a least preferred brand by
Most preferred companies are Seth Brothers, customers (52%) followed by Patanjali (73%)
Asifa, Baidyanaath and Other brands (all are and Dabur 89%.

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Chart: 2 buying to whom

According to the above chart, for spouse (94%). Whereas only 71% of
respondents’ buy Ayurvedic products for respondents buy Ayurvedic products for them
Young/Adult members (97%), Kids 95% and self and 44% buy for the entire family.

Chart: 3 Products related to

Chart 3 shows that respondents buy baby Hair Care (60%), and Skincare (60%). Other
products, mental growth, and other (99%), for categories for which customers buy
immunity (98%), Energy (97%). The least Ayurvedic products are Stomach (80%), Pain
preferred category is Chronic Disease (18%), relieving (85%), and cough and cold (84%).

Chart: 4 Frequency of Purchase

Above data reflect the frequency of purchase products just once in a month. Only 6% of
of Ayurvedic products by Buyers, and as par buyers buy once to three times a month.
data, 89% of respondents buy Ayurvedic

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Chart: 5 Information about Ayurvedic Products

Above data shows the sources of information from their neighbors’, 94% got information
about the Ayurvedic products. Maximum from Medical Store. Whereas about 65% of
(99%) of respondents get information from respondents get information from friends.
Print Media, Ayurvedic Vidyalaya, and Other Only 62% of respondents get information
sources. 97% of respondents get information from current uses of products.

Chart: 6 Frequency of Use

Chart 6 explain that 53% of respondents use Ayurvedic products once in a day time, whereas 40%
of respondents use these products when they required. Only 7% of respondents use Ayurvedic
products twice a day.

Chart: 7 Reasons to Use Ayurvedic Products

Chart 7 explain various reasons to use Result claim in Ad., Doctor’s
Ayurvedic products and data reveals that recommendation, Past experience, and Brand
around 99% of respondents use Ayurvedic name. Only 14% of respondents do not use
products because of Price, Test of Medicine, them by seeing effectiveness to cure.

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Chart: 8 Change in Brand of Ayurvedic Products

Chart 8 reveals that only 43% of respondents’ whereas 57% of respondents’ remain loyal
change their brand of Ayurvedic products, toward their brands.

Chart: 9 Reasons to Change Brand

Above data shows the various reasons because of poor performance. Whereas 3%
because of their customers change their brand. change because of other good quality brands
39% of respondents’ change current brand are available in the market.

Chart: 10 Ayurvedic Products Used For

Chart 10 reveals data about uses of Ayurvedic used these products for Chronic Problem. And
products. 63% of respondents use these only 9% of respondents use these products for
products for routine problems, whereas 28% seasonal problems.

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Chart: 11 Frequency of Use

Above data explain the frequency of use of Ayurvedic products. 64% of respondents use Ayurvedic
products within 6 months, 19% use just once in a week, and 17% use in a month.

Chart: 12 Opinion to Purchase

63% of respondents get opinion to buy Ayurvedic products from Doctors, 19% got opinion to buy
Ayurvedic products from Family Members. 6% of respondents get an opinion from medical shop
vendors.

Chart: 13 Place to buy Ayurvedic Products

53% of respondents buy Ayurvedic products form an exclusive store of Ayurvedic store, 38% of
respondents buy these products from general medical products.

Chart: 14 Opinions towards Packing of Ayurvedic Products

Chart 14 explains the opinion of respondents 87% of respondents reply that packing of
about the packing of Ayurvedic products. Ayurvedic products is as per the product need

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and feature. 7% of respondents’ reply that that packing is adding cost in the product
packing of products is useful for the usages of price.
products, while only 2% of respondents reveal

Chart: 15 Sales Promotion Tools

This chart reveals the choice of sales flat discount, 13% like the extra quantity of
promotion tools makes by customers. 25% of same products, 20% like a free sample of
respondents like Buy One Get One free, 15% other products, 6% like free gifts, and 8% like
like small size same product free, 13% like a other sales promotion tools.

Chart: 16 Improvement required in Ayurvedic products

Above chart is explaining about the various improvement in the scheme offered and
improvement required in Ayurvedic products behavior of retailers.
according to customers. Around 90% of 5. FINDINGS:
respondents replied that there is no From the data analysis, the researcher found
improvement required in packing, Price, taste, that:
Packing Size, the effectiveness of products, • From the customers’ preference of
and the availability of products. But around ¾ Ayurvedic brands, the research found that
of respondents are not looking for most preferred brands are Baijnaath, Seth,

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Asfa, followed by Zandu and Dabur. brand, whereas 43% of respondents

Least preferred brands are Himalaya and change their brand of Ayurvedic products.
Patanjali. • The researcher found out the poor
• The researcher found that respondents buy performance of Ayurvedic brand is a
Ayurvedic products for Young/Adults, prime reason to change the current brand.
Kids, and Spouse. Followed by self and Followed by Superior quality brands
the entire family. available in the market. Another factor is
• Regarding the disease for which customer Price because of which researcher change
buy Ayurvedic products, researcher fund their brand.
that Mental growth, baby products, • About the usages of Ayurvedic products,
Immunity, Energy are the most preferred the researcher found that 63% of
diseases for which customers buy researchers use Ayurvedic products for a
Ayurvedic products. Followed by a routine problem like hair fall, skin
stomach problem, chronic & cold. Least problem and others. 28% of respondents
preferred diseases are skin care and hair use these products for chronic problems,
care for which buyer buy Ayurvedic where 9% of respondents use it for
products. seasonal problems.
• Regarding the frequency to purchase • On the frequency of usages of Ayurvedic
Ayurvedic products in a month, the products, the researcher found that more
researcher found that most of the than respondents use last Ayurvedic
respondents’ buy Ayurvedic products just products in the last six months. 17% of
once in a month, which may be because of respondents used in last month, whereas
the quantity required. Only a few (6%) of 19% of respondents use it just one week
respondents make a repeat purchase of back.
Ayurvedic products in a month. • Regarding the opinion to purchase, the
• The researcher found that Ayurvedic researcher found that most of the
Vidyalaya, Print media, Medical Store, respondents (63%) get opinion to use
TV Ad. And doctors are the best Ayurvedic products from a doctor, 19%
information providers to customers about get an opinion from family members,
the Ayurvedic products. Friends and followed by 6% from friends, 4% from
current users of Ayurvedic products are Ayurvedic doctor and friends.
the least information provider about Respondents get the least opinion from
Ayurvedic products. neighbors.
• On the usage of Ayurvedic products in a • The researcher found that more than ½ of
day, the researcher found that more than the respondents buy Ayurvedic products
½ of the respondents use these products from exclusive Ayurvedic store, 38% of
once in a day, whereas 40% of respondents buy it from a general medical
respondents use these products when store, 6% of respondents buy it from
required. Only 7% of respondents use Ayurvedic product store.
these products twice in a day. • On packing of product, the researcher
• The researcher found that price, taste, found that near about 90% of respondents
result claim in ad., Doctor found packing inappropriate manner as
recommendation, past experience, and par product need. 7% found that packing
brand name are the prime reasons to use increase usefulness of usages of products,
Ayurvedic products, Effectiveness of cure 4% believe that packing of Ayurvedic
and Speed of Effectiveness stand last in products is more attractive. Whereas only
the reasons to use these products. 2% think that packing increase the cost of
• The researcher found that more than ½ of products.
the respondents did not change their

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• Regarding the sales promotion, the REFERENCES

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