A PROJECT REPORT “To know the consumer behavior about
Ayurvedic Medication In Ahmedabad”
As the part of the colloquium activity
Submitted to,
Prepared by,
Dr. Himani Joshi
Group No. 7
Academic Coordinator,
Mitesh Shah Nirav Patel Punit Laheru Bhupendra Zala Hiren Darji Keyur Savalia
Stevens Business School
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Acknowledgement It is indeed an opportunity to prepare a report on consumer behavior. Preparation of such type of report calls for intellectual nourishment, professional help and encouragement from many areas.
We would like to thank Stevens Business School for the compulsion of this most wonderful aspect of our MBA curriculum without which knowledge of management studies is incomplete and futile.
We would like to thank and express my gratitude to Dr. Himani Joshi for providing us her guidance and co- operation.
Further, we are thankful to all the respondents of our questionnaire who spared there time from their busy schedule and obliged us by giving their co-operation and the information we needed
Lastly, we would like to thank to all those who had helped us directly or indirectly in completing this project successfully.
Thank You, Mitesh Shah Nirav Patel Punit Laheru Bhupendra Zala Hiren Darji Keyur Savalia
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Table of Content Sl. No.
Particular
Page No.
1
Abstract
4
2
Introduction
5
3
Method
6
4
Analysis
4.1
Purchase of medicine and awareness about Ayurvedic medication
7
4.2
Rating of Ayurvedic, Allopathic, and Homeopathic medicine according to its effectiveness
8
4.3
Response towards the efficiency of Ayurvedic medicines
9
4.4
First impression of Ayurveda in consumers ’ mind
10
4.5
Consumers’ satisfaction
4.6
Consumer s’ response towards price Consumers’
13
4.7
Money spent on Ayurvedic medication
14
4.8
Brand Awareness
15
4.9
Availability of Ayurvedic medicine
16
4.10
Ayurvedic medicines in different diseases
11-12
17-22
5
Appendix 1
23
6
Appendix 1
24
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Abstract
This report is based on a research on consumer behavior about Ayurvedic medication Ahmedabad, India. The data are mainly collected by face to face conversation, based on the questionnaire, with sample of 100 consumers at various places of Ahmedabad. Result shows that all most all the people are aware about the ayurvedic medication and also uses in their routine life in one or other form.
We came a cross people who are familiar with Ayurvedic treatment, knowing that it is a long process based on various dietary instructions and advice for personal conduct. The most common answer we received in Ahmedabad city after asking the benefits of Ayurvedic treatment is that it does not have side effects. effects. In short, whether allopathic allopathic or Ayurveda, the medicine medicine is frequently reduced to the icons of efficacy, if one offer quick fixes, the other has no side effects. Many of the consumer have rigid mind set of particular brand like Dabur, Himalaya, Zandu. Many of them are regular consumer with a problem like constipation, joint pain, hair fall, skin allergy. On the other hand group of the consumer is very attractive towards the cosmetic preparation. After an analysis of response received we are able to conclude that people of Ahmedabad are totally aware about the Ayurvedic medication and most to them preferred it because of no side effect.
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Intoduction Ayurveda is the Sanskrit word meaning “knowledge of life” and Ayurvedic Medicine is an alternative form of medicine. It is a traditional Indian medicine which scholars are still not sure about when it actually began, but the general consensus is that it began nearly 5,000 years ago. In fact scholars are now saying that Ayurvedic Medicine is the oldest form of medicine around and were influenced by both Greek and Traditional Chinese medicine. Because of this claim Ayurvedic Medicine has become labeled labe led the “Mother of all Healing”. It is the art of balance and longevity for the human body.
Like most cities in India, Ahmedabad is packed with clinics, pharmacies and hospitals. In terms of quantity, people have easy access to health services, mainly Allopathic, Ayurvedic and Homeopathic. To know the behavior of consumers towards the Ayurvedic medication, we have conducted the survey. For that purpose we have prepared a questionnaire and got the response of the 100 consumers. Analysis of the survey and results are done as it is mention in below part of the report.
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Methodology In our project on understanding the consumer behavior on Ayurveic medication we followed the given below methodology: First we have list out the questions to be asked to know about their behavior about the Ayurveda and then we had scrutinize the questions to be asked. After finalizing the questionnaire we went to different places in Ahmedabad and did face to face interaction with consumer according the questionnaire.
Research Type Sample Size
: Primary Research : 100
Selecting the research method - As our research problem requires collection of primary data we have selected surveys as our research method. For this we have designed our questionnaire and also have analyzed research design. In selecting the sampling procedure we have taken 100 households as a sample to represent the entire households of Ahmedabad city. We have used cluster sampling and we will be considering clusters from different areas. We will be conducting the research in different areas of Ahmedabad. There won’t be any discrimination on any other basis like income, age, etc. Data collection: Data collection was done in one stage only; we conducted the main study of 100 households from different places of Ahmedabad.
After collecting the data the next important phase is to evaluate the data. In evaluating the data first we did editing to verify the data and check for any potential errors or for any inconsistencies. We had remove the errors that may have cropped up during the interviews. Then we did coding to assign different codes to different sets of responses so that the data can be fed in and interpreted easily. After this several mathematical and statistical models were used for analysis of the data. Interpretation of the analysis was done to arrive at the conclusion. The last step includes the preparation and presentation of the report.
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Analysis:
Purchase of medicine and awareness about Ayurvedic medication.
Table 1 MEDICINE WITHOUT CONSULTING THE DOCTOR OPTION
RESPONSE
ALWAYS
7
NEVER
39
SOMETIMES
54
TOTAL
Medicine without consulting doctors
ALWAYS 7%
100 SOMETIMES 56%
AWARENESS OF AYURVEDA OPTION
RESPONSE
YES
100
NO
0
TOTAL
100
NEVER 37%
Interpretation: From the above table we can conclude that most number of people use medicine with consulting doctor. So companies should consult physicians for advertisem advertisement ent purpose for its products. Ayurveda is traditional treatment treatment and it has been using for so many years and all the people are aware about Ayurvedic medication.
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Rating of Ayurvedic, Allopathic, and Homeopathic medicine according to t o its effectiveness.
1ST RANK
Table 2
RATEING OF MEDICINEACCORDING TO ITS EFFECTIVENESS OPTION ALLOPATHIC AYURVEDIC HOMEOPATHY TOTAL
ST
1
RANK 44 31 20 100
45 40 35 30 25 20 15 10 5 0
44 31 20
1ST RANK
Interpretation: Here we can conclude that allopathic medicines medicines are more effective as compare to Ayurvedic and homeopathic medicines.
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Response towards the efficiency of Ayurvedic Ay urvedic medicines.
Table 3
Efficiency of ayurvedic
Efficiency of Ayurvedic medicines to cure the disease completely Yes
…
32
No
35
Depend on situation
43
YES 43%
32%
25%
Interpretation : From the above table we can conclude that most of the people are agreed upon that Ayurvedic medicine is effective to cure problems in much kind of diseases.
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First impression of Ayurveda in consumers ’ mind Table 4 FIRST IMAGE OF AYURVEDIC MEDICATON IN CONSUMERS’ MIND OPTION
RESPONSE
26
COMPLETE CURABILITY
23.5
TRADITIONAL TREATMENT NO SIDE EFFECT
16
NATURAL PRODUCT
12
BRAND NAME
9
SLOW IN ACTION
9
EXPENSIVE
4.5
TOTAL
100
30 25 20 15
26 10
16 5
12
9
23.5
9
4.5 0
Interpretation: From the above table we can conclude that complete curability curability and traditional treatment are most identical things of Ayurvedic medication .
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Consumers’ satisfaction
Table 5 SATISFIED WITH AYURVEDIC MEDICATION OPTION RESPONSES 64 YES 36 NO 100 TOTAL
Satisfied consumer response
SATISFIED CONSUMER RESPONSE OPTIONS NO SIDE EFFECT COMPLETE CURABILITY TRADITIONAL TREATMENT OTHER REASONS (LIKE GOOD TASTE, DON’T PREFER,CHEAP IN COST) TOTAL
RESPONSES 28 14
70 60 50
9
13
TREATMENT 9 COMPLETE
40 14
13
TRADITIONAL
30
CURABILITY NO SIDE EFFECT
20 10
64
28 LONG TERM EFFECT
0
Satisfied
Interpretation: From the above table we can conclude that most of consume satisfied with Ayurvedic product and their reasons for satisfaction are no adverse effect of Ayurvedic medicines and these products remove disease from the rout of body. While some people satisfied with Ayurvedic products because of its good taste.
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Unsatisfied consumer Unsatisfied response
Table 6
UNSATISFIED CONSUMERS RESPONSE OPTION LONG TERM TREATMENT EXPENSIVE NOT AVAILABLE LACK OF DOCTORS TOTAL
40 35
RESPONSES 14
s 30
e s n 25 o p s e 20 r f o 15 o N
11 8 3 36
3 8
LACK OF DOCTORS NOT AVAILABLE
11 EXPENSIVE
10 5
14 LONG TERM
0
Unsatisfied
Interpretation : From the above table and graph we can conclude the main reason for not satisfaction towards Ayurvedic medication is its long term treatment and these products are highly expensive as compare to allopathic and homeopathic products.
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Consumers’ response towards price
Table 7 EXPENSIVE THAN ALLOPATHIC MEDICINES OPTION YES NO TOTAL
RESPONSE 59 41 100
Expensive than allopathic medicines NO 41% YES 59%
Interpretation: From the above graph we can conclude that more than 50% people believe that Ayurvedic products are expensive as compare to allopathic products.
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Money spent on Ayurvedic medication
Table 8
TOTAL AMOUNT OF RUPEES SPENT FOR AYURVEDIC MEDICINE IN LAST ONE YEAR OPTION RESPONSES 24 100-199 19 200-499 23 500-999 15 1000-1999 11 2000-4999 8 MORE THAN 4999 TOTAL 100
30
25
20
29
15 24
25
23
10 11 5
8
0 100-199
200-499
500-999
1000-1999
2000-4999
4999 +
Interpretation: From the above table we can conclude that more number of people spent less amount of money to consume Ayurvedic medicines .
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Brand Awareness Table 9
BRAND KNOWN BY CONSUMER OPTION
RESPONSES
56 68 61 51 21
HIMALAYA DABUR ZANDU VICCO OTHER(RAMDEVBABA,AYUR,SHETH BROTHERS,MEDICO LABS,CREATIVE REMIDIES,BEGNATH,SANOV,MAHAYOG IRAJ GUGOL)
Brand known by consumer 70 60
e s n o p s e r f o o N
50 40 68 30
56
61 51
20 21
10 0 HIMALAYA
DABUR
ZANDU
VICCO
OTHERS
Company names
Interpretation: From the above table we can conclude that Dabur and Zandu are well known brand in market and even people usally buy Ayurvedic medicines which are produced by local players like ayur, sheth brothers, begnath, mahayogiraj etc.
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Availability of Ayurvedic medicine
Table 10
ABLE TO GET THE AYURVEDIC MEDICINES NEAR TO HOUSE OPTION RESPONSES YES 69 NO 31 TOTAL 100
Availability of ayurvedic …
NO 31%
YES 69%
Interpretation: Interpretation: From the above above graph we can conclude that Ayurvedic products are available near to to consumes house and they are able to get those Ayurvedic products easily.
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Ayurvedic medicines in different diseases
Table 11
% Responses for ayurvedic ayur vedic medicines in different diseases 25 20
e s n o p s e R %
15 23.17 10 14.6
14.29
5 2.22
2.22
0.95
0
% Responses
Joint pain
St o n e problem
H ea d a c h e
14.6
2.22
2.22
Gastro intestinal problems 23.17
Hair fall
Liver disease
14.29
0.95
Interpretation: From the above graph we can conclude that Ayurvedic medicine are mostly preferred in gastro intestinal problems, joint pain and hair fall problems. While they are very less preferred in stone, headache and liver problems ~ 17 ~
Ayurvedic medicines for Gastro intestinal problem
Table 12
% of Response for ayurvedic products for gastro intestinal problems Local prod products ucts 15%
Azmo dadi churn Azmo churna a 6%
Kanchnur guggul(Baidyanath Company) 13%
Sheth brothers 26%
Trifla guggul(Zandu) 36% Shreylax Sutopadi 4% churna 0%
Interpretation: From the above graph we can conclude that trifla guggul and Sheth brother are highly preferred Ayurvedic product in gastro intestinal problems and local products and Kanchnur guggul are comparably less preferred while Sutopadi churna and Shreylax are very less preferred Ayurvedic products.
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Ayurvedic product for skin problems
Table 13
Ayur herbal cold cream 10%
% of Response for ayurvedic products for skin problems Vicco termaric cream 13%
0%
Fair & Lovely ayurvedic natural fairness cream 37%
Krack cream 15%
Boro plus(Himani product) 25%
Interpretation: From the above graph we can conclude that Fair & lovely and Boro plus are highly preferred Ayurvedic product in skin problems and Krack cream and Vicco termaric cream are comparably less preferred while Ayur herbal cold cream is very less preferred Ayurvedic products for skin problems.
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Ayurvedic Product in Joint pain
Table 14
% of Response for ayurvedic products in join pain Vicco narayanni 15%
Gunaspartha Arthcare oil 5% 2%
Arthcare capsule 2%
Mahayog raj guggul(zandu) 33% Moov 43%
Interpretation: From the above graph we can conclude that Moov and Mahayog raj are highly preferred Ayurvedic product in joint pain and Gunaspartha and vicco narayanni are comparably less preferred while Arthcare oil, Arthcare capsule are very less preferred Ayurvedic products.
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Ayurvedic Medicines for Hair Problems P roblems Table 15
% of Response for ayurvedic products for hair problems Dhrutkumari sparsh 5%
Ayur products 15% Keshkanti 3%
Mahabhrungraj oil 39% Nyle shampoo 15% Vatika shampoo 23%
Interpretation: From the above graph we can conclude that Mahabhrungraj oil and Vatika shampoo are highly preferred Ayurvedic product in hair problems and Ayur products and Nyle shampoo are comparably less preferred while Dhrutkumari sparsh and Keshkanti are very less preferred Ayurvedic products for hair problems.
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Ayurvedic products for teeth problems
Table 16
% of Response for ayurvedic products for teeth problems Colgate herbal 10% Dabur red 21% Dabur babool 31% Misvak toothpaste 24%
Vicco toothpaste 14%
Interpretation: From the above graph we can conclude that Dabur babool and Misvak toothpaste are highly preferred Ayurvedic product in teeth problems and Dabur red and Vicco toothpaste are comparably less preferred while Colgate herbal is very less preferred Ayurvedic products for teeth problems. ~ 22 ~
Appendix 1
TYPE OF TREATMENT JOINT PAIN
STONE PROBLEM
HEADACHE GASTRO INTESTINAL PROBLEMS
HAIR FALL
AYURVEDIC MEDICATION PRODUCT PRICE RESPONSE NAME RANGE (RS.) Gunaspartha Rs. 20 per 10 2 tablets Arthcare oil Rs. 850 per 1 50ml Arthcare capsule Rs. 1225 per 1 60 vegetable capsuls Mahayog raj Rs. 70 per 70 13 guggul(zandu) tablets Moov Rs. 33 per 25 17 gm Vicco narayanni 30gm 6 Local products -6 Abhaya rista(divya Rs.40 per 2 pharmaceutical) 100gm Sudershan Rs. 42 per 30 5 tablets Local oil for 7 massage Azmo dadi churna Rs. 50 per 4 (divya 450ml pharmaceutical) Sheth brothers Rs 35.75 per 19 100gm Shreylax Rs 29 per 50 3 gm Sutopadi churna Rs 30 per 30 1 tablets Trifla Rs. 18 per 30 26 guggul(zandu) tablets Kanchnur Rs 46 per 30 9 guggul(baidyanatth gm company) Local products -11
Dhrutkumari sparsh(alovera) Ayur products Keshkanti(pitanjali company)
Rs. 200 per 500ml Rs 95 per 500ml Rs, 65 per 200ml ~ 23 ~
2
TOTAL RESPONSE 46
% OF RESPONSE 4.35
2.17 2.17
28.26 36.95
7
13.04 13.04 28.57 71.43
7
100
73
5.48
26.03 4.11 0.013 35.62 12.33
15.07 45
4.44
6
13.33
1
2.22
Nyle shampoo Vatika shampoo(dabur) Mahabhrungrajoil
LIVER DISEASE CANCER TEETH
Navranta oil (himani) Local power mix Natural oil which priscribe by doctor Dabur red Vicco toothpaste Misvak toothpaste Dabur babool Colgate herbal
SKIN
Vicco termaric creams Krack cream Boro plus(himani product) Fair & lovely ayurvedic natural fairness cream
COUGH,COLD ,FEVER
Rs. 56 per 200gm Rs 185 per 85gm Rs 75 per 100gm Rs 60 per 190 gm Rs 56 per 150gm R 62 per 30gm Rs 50 per 30gm Rs 35 per 40gm Rs 68 per 30 gm
6
13.33
9
20
15
33.33
6
13.33
3
3
100
1
1
100
6
29
20.69
4
13.79
7
24.14
9
31.03
3
10.34
7
52
13.46
8
15.38
13
25
19
36.54
9.62
Ayur herbal cold cream
Rs 20 per 25ml
5
Dabur products
Rs 42
17
Trisul tablets
Rs. 15 per 6 tablets Rs 40 per 100ml --
14
33.33
3
7.5
6 3
3
15 100
4
9
44.44
Joshina (hamdard)
BLOOD PRESSURE EYE
Rs 60 per 200ml Rs 35 per 100ml Rs 205 per 400ml Rs. 4o per 100ml
Local products Local tablets Jiwadaya netraprabha Local drops
Rs 11.50 per 5ml --
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5
40
42.5
55.556
Appendix 2
Questionnaire: =========================================================== Ayurvedic medicines are one of the medications for treatment of various diseases. We, the students of STEVENS BUSINESS SCHOOL Ahmedabad, are conducting a survey on consumer behavior about ayurvedic medication for assessing the market potential of Ayurvedic medicines. For this, we need your help and few precious minutes so that your responses can help us in our analysis. We assure you that the information taken from you will not be used otherwise otherw ise and will be kept confidential. =========================================================== 1. Do you buy medicines without consulting the doctor?
Always
Never
Sometimes
2. Are you aware about term Ayurvedic medicine / Ayurvedic Treatment?
Yes
No st
3. Which medium of medicine do you think most effective? Rate the following 1 for the most preferable.
Ayurvedic
Homeopathy
Allopathic
4. Do you agree that allopathic though effective, Ayurvedic is capable of curing disease from the root of our body?
Yes
No
5. What thing comes first in your mind when you think the term Ayurvedic? ________________________ ________________________________________ _____________________________ _______________ __ 6. Why you prefer Ayurvedic medicine? _________________________ ________________________________________ ____________________________ _______________ __ ~ 25 ~
7. Are you satisfied with the Ayurvedic Medication?
Yes
No
a. If No, Why do you not prefer Ayurvedic?
Not effective Expensive
Not available Lack of doctors
b. If yes, why do you prefer Ayurvedic?
More effective No side effect 8. Do you find Ayurvedic medicine efficient enough to cure your problem?
Yes No Depends on type of problem 9. Are Ayurvedic medicines more expensive than allopathic medicines?
Yes
No
10.Total 10. Total amount of rupees spend for ayurvedic medicine in last one year
100-200 500-1000 2000-5000
200-500 1000-2000 More than 5000
11.Which 11. Which brand/company you know in Ayurvedic medicine?
Himalaya Vicco
Dabur Zandu Other (___________) ~ 26 ~
12.Are 12. Are you able to get the Ayurvedic medicines near to your house?
Yes
No st
13.Are 13. Are you a repeat buyer or 1 time buyer? ________________________ ________________________________________ _____________________________ ______________ _ 14.If 14. If repeat buyer than for which kind of treatment? ________________________ ________________________________________ _____________________________ ______________ _ 15.Do 15. Do you prefer ayurvedic cosmetic preparation instead on allopathic creams?
Yes
No
16.Do 16. Do you avoid Ayurvedic because of lack of instant result?
Yes
No
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Questionnaire for consumer behavior about Ayurvedic medication
STEVENS BUSINESS SCHOOL Village Sanawad, Rancheda Kalol Road, Near Khatrej, Gandhinagar. Tel:+ 91-2764-281865
....................................................................... ....................................... .................. Respondent’s Name: .................................................. Address (Number, Street, and Town): ...................................................................... .............................................. ...................................................................... ................................................. .............................................. .............................. ........... .............................................. ...................................................................... ................................................. ............................... ....................... ......................... ........ Telephone No.: ................................................. ......................................................................... .............................................. .......................... .... Income (Rs.): Less than Rs 15,000 Rs 15,000 – 15,000 – Less Less than Rs 30,000 Rs 30,000 – 30,000 – Less Less than Rs 80,000 Above Rs 80,000
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Sex:
M
F
Age (Exact _________)(year) 18 - 24 25 - 29 30 - 34 35 - 39 40 - 44 45 - 54 55+
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