Ayurvedic Medication

29
~ 1 ~ A PROJECT REPORT “To know the consumer behavior about Ayurvedic Medication In Ahmedabad” As the part of the colloquium activity Submitted to, Dr. Himani Joshi Academic Coordinator, Stevens Business School Prepared by, Group No. 7 Mitesh Shah Nirav Patel Punit Laheru Bhupendra Zala Hiren Darji Keyur Savalia

Transcript of Ayurvedic Medication

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A PROJECT REPORT

“To know the consumer behavior about

Ayurvedic Medication

In Ahmedabad”

As the part of the colloquium activity

Submitted to,

Dr. Himani Joshi

Academic Coordinator,

Stevens Business School

Prepared by,

Group No. 7

Mitesh Shah

Nirav Patel

Punit Laheru

Bhupendra Zala

Hiren Darji

Keyur Savalia

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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 11-12

4.6 Consumers’ response towards price 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 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. In short, whether allopathic or Ayurveda, the 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 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 : Primary Research

Sample Size : 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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ALWAYS7%

NEVER37%SOMETIMES

56%

Medicine without consulting doctors

Analysis:

Purchase of medicine and awareness about Ayurvedic medication.

Table 1

Interpretation:

From the above table we can conclude that most number of people use medicine with consulting

doctor. So companies should consult physicians for advertisement purpose for its products.

Ayurveda is traditional treatment and it has been using for so many years and all the people are

aware about Ayurvedic medication.

MEDICINE WITHOUT CONSULTING THE DOCTOR

OPTION RESPONSE

ALWAYS 7

NEVER 39

SOMETIMES 54

TOTAL 100

AWARENESS OF AYURVEDA

OPTION RESPONSE

YES 100

NO 0

TOTAL 100

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Rating of Ayurvedic, Allopathic, and Homeopathic medicine according to its

effectiveness.

Table 2

Interpretation:

Here we can conclude that allopathic medicines are more effective as compare to Ayurvedic and

homeopathic medicines.

RATEING OF MEDICINEACCORDING TO

ITS EFFECTIVENESS

OPTION 1ST

RANK

ALLOPATHIC 44

AYURVEDIC 31

HOMEOPATHY 20

TOTAL 100 05

1015202530354045

4431

20

1ST RANK

1ST RANK

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Response towards the efficiency of Ayurvedic medicines.

Table 3

Efficiency of Ayurvedic medicines

to cure the disease completely

Yes 32

No 35

Depend on situation 43

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.

32%

25%

43%

Efficiency of ayurvedic …

YES

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First impression of Ayurveda in consumers’ mind

Table 4

Interpretation:

From the above table we can conclude that complete curability and traditional treatment are most

identical things of Ayurvedic medication.

FIRST IMAGE OF AYURVEDIC MEDICATON IN

CONSUMERS’ MIND

OPTION RESPONSE

COMPLETE CURABILITY 26

TRADITIONAL TREATMENT 23.5

NO SIDE EFFECT 16

NATURAL PRODUCT 12

BRAND NAME 9

SLOW IN ACTION 9

EXPENSIVE 4.5

TOTAL 100

0

5

10

15

20

25

30

4.5

1612

9 9

2623.5

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Consumers’ satisfaction

Table 5

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.

SATISFIED WITH AYURVEDIC MEDICATION

OPTION RESPONSES

YES 64

NO 36

TOTAL 100

SATISFIED CONSUMER RESPONSE

OPTIONS RESPONSES

NO SIDE EFFECT 28

COMPLETE

CURABILITY

14

TRADITIONAL

TREATMENT

9

OTHER REASONS

(LIKE GOOD TASTE,

DON’T PREFER,CHEAP

IN COST)

13

TOTAL 64

28

14

9

13

0

10

20

30

40

50

60

70

Satisfied

Satisfied consumer response

TRADITIONAL TREATMENT

COMPLETE CURABILITY

NO SIDE EFFECT

LONG TERM EFFECT

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Table 6

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.

UNSATISFIED CONSUMERS RESPONSE

OPTION RESPONSES

LONG TERM

TREATMENT

14

EXPENSIVE 11

NOT AVAILABLE 8

LACK OF DOCTORS 3

TOTAL 36 14

11

8

3

0

5

10

15

20

25

30

35

40

Unsatisfied

No

of

resp

on

ses

Unsatisfied consumer response

LACK OF DOCTORS

NOT AVAILABLE

EXPENSIVE

LONG TERM

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Consumers’ response towards price

Table 7

EXPENSIVE THAN ALLOPATHIC MEDICINES

OPTION RESPONSE

YES 59

NO 41

TOTAL 100

Interpretation:

From the above graph we can conclude that more than 50% people believe that Ayurvedic

products are expensive as compare to allopathic products.

YES59%

NO41%

Expensive than allopathic medicines

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Money spent on Ayurvedic medication

Table 8

Interpretation:

From the above table we can conclude that more number of people spent less amount of money to

consume Ayurvedic medicines.

TOTAL AMOUNT OF RUPEES SPENT FOR

AYURVEDIC MEDICINE IN LAST ONE YEAR

OPTION RESPONSES

100-199 24

200-499 19

500-999 23

1000-1999 15

2000-4999 11

MORE THAN 4999 8

TOTAL 100

0

5

10

15

20

25

30

100-199 200-499 500-999 1000-1999 2000-4999 4999 +

24

29

2325

118

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Brand Awareness

Table 9

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.

BRAND KNOWN BY CONSUMER

OPTION RESPONSES

HIMALAYA 56

DABUR 68

ZANDU 61

VICCO 51

OTHER(RAMDEVBABA,AYUR,SHETH

BROTHERS,MEDICO LABS,CREATIVE

REMIDIES,BEGNATH,SANOV,MAHAYOG

IRAJ GUGOL)

21

0

10

20

30

40

50

60

70

HIMALAYA DABUR ZANDU VICCO OTHERS

5668

6151

21

No

of

resp

on

se

Company names

Brand known by consumer

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Availability of Ayurvedic medicine

Table 10

Interpretation:

From the above graph we can conclude that Ayurvedic products are available near to consumes

house and they are able to get those Ayurvedic products easily.

ABLE TO GET THE AYURVEDIC

MEDICINES NEAR TO HOUSE

OPTION RESPONSES

YES 69

NO 31

TOTAL 100

YES69%

NO31%

Availability of ayurvedic …

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Ayurvedic medicines in different diseases

Table 11

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

0

5

10

15

20

25

Joint pain Stone problem

Headache Gastro intestinal problems

Hair fall Liver disease

% Responses 14.6 2.22 2.22 23.17 14.29 0.95

14.6

2.22 2.22

23.17

14.29

0.95

% R

esp

on

se

% Responses for ayurvedic medicines in different diseases

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Ayurvedic medicines for Gastro intestinal problem

Table 12

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.

Azmo dadi churna6%

Shethbrothers26%

Shreylax4%Sutopadi

churna0%

Triflaguggul(Zandu)36%

Kanchnurguggul(BaidyanathCompany)13%

Local products15%

% of Response for ayurvedic products for gastro intestinal problems

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Ayurvedic product for skin problems

Table 13

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.

Vicco termaric cream13%

Krack cream15%

Boro plus(Himani product)

25%

Fair & Lovely ayurvedic natural

fairness cream37%

Ayur herbal cold cream

10% 0%

% of Response for ayurvedic products for skin problems

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Ayurvedic Product in Joint pain

Table 14

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.

Gunaspartha5%

Arthcare oil2% Arthcare capsule

2%

Mahayog raj guggul(zandu)

33%

Moov43%

Vicco narayanni15%

% of Response for ayurvedic products in join pain

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Ayurvedic Medicines for Hair Problems

Table 15

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.

Dhrutkumari sparsh5% Ayur products

15%

Keshkanti3%

Nyle shampoo15%

Vatika shampoo23%

Mahabhrungraj oil39%

% of Response for ayurvedic products for hair problems

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Ayurvedic products for teeth problems

Table 16

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.

Dabur red21%

Vicco toothpaste14%

Misvak toothpaste24%

Dabur babool31%

Colgate herbal10%

% of Response for ayurvedic products for teeth problems

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Appendix 1

AYURVEDIC MEDICATION

TYPE OF

TREATMENT

PRODUCT

NAME

PRICE

RANGE (RS.)

RESPONSE TOTAL

RESPONSE

% OF

RESPONSE

JOINT PAIN Gunaspartha Rs. 20 per 10

tablets

2 46 4.35

Arthcare oil Rs. 850 per

50ml

1 2.17

Arthcare capsule Rs. 1225 per

60 vegetable

capsuls

1 2.17

Mahayog raj

guggul(zandu)

Rs. 70 per 70

tablets

13 28.26

Moov Rs. 33 per 25

gm

17 36.95

Vicco narayanni 30gm 6 13.04

Local products -- 6 13.04

STONE

PROBLEM

Abhaya rista(divya

pharmaceutical)

Rs.40 per

100gm

2 7 28.57

Sudershan Rs. 42 per 30

tablets

5 71.43

HEADACHE Local oil for

massage

7 7 100

GASTRO

INTESTINAL

PROBLEMS

Azmo dadi churna

(divya

pharmaceutical)

Rs. 50 per

450ml

4 73 5.48

Sheth brothers Rs 35.75 per

100gm

19 26.03

Shreylax Rs 29 per 50

gm

3 4.11

Sutopadi churna Rs 30 per 30

tablets

1 0.013

Trifla

guggul(zandu)

Rs. 18 per 30

tablets

26 35.62

Kanchnur

guggul(baidyanatth

company)

Rs 46 per 30

gm

9 12.33

Local products -- 11 15.07

HAIR FALL Dhrutkumari

sparsh(alovera)

Rs. 200 per

500ml

2 45 4.44

Ayur products Rs 95 per

500ml

6 13.33

Keshkanti(pitanjali

company)

Rs, 65 per

200ml

1 2.22

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Nyle shampoo Rs 60 per

200ml

6 13.33

Vatika

shampoo(dabur)

Rs 35 per

100ml

9 20

Mahabhrungrajoil Rs 205 per

400ml

15 33.33

Navranta oil

(himani)

Rs. 4o per

100ml

6 13.33

LIVER

DISEASE

Local power mix 3 3 100

CANCER Natural oil which

priscribe by doctor

1 1 100

TEETH Dabur red Rs. 56 per

200gm

6 29 20.69

Vicco toothpaste Rs 185 per

85gm

4 13.79

Misvak toothpaste Rs 75 per

100gm

7 24.14

Dabur babool Rs 60 per 190

gm

9 31.03

Colgate herbal Rs 56 per

150gm

3 10.34

SKIN Vicco termaric

creams

R 62 per 30gm 7 52 13.46

Krack cream Rs 50 per

30gm

8 15.38

Boro plus(himani

product)

Rs 35 per

40gm

13 25

Fair & lovely

ayurvedic natural

fairness cream

Rs 68 per 30

gm

19 36.54

Ayur herbal cold

cream

Rs 20 per 25ml 5 9.62

COUGH,COLD

,FEVER

Dabur products Rs 42 17 40 42.5

Trisul tablets Rs. 15 per 6

tablets

14 33.33

Joshina (hamdard) Rs 40 per

100ml

3 7.5

Local products -- 6 15

BLOOD

PRESSURE

Local tablets 3 3 100

EYE Jiwadaya

netraprabha

Rs 11.50 per

5ml

4 9 44.44

Local drops -- 5 55.556

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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 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

3. Which medium of medicine do you think most effective? Rate the following 1st 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?

_______________________________________________________

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7. Are you satisfied with the Ayurvedic Medication?

Yes No

a. If No, Why do you not prefer Ayurvedic?

Not effective Not available

Expensive 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 amount of rupees spend for ayurvedic medicine in last one year

100-200 200-500

500-1000 1000-2000

2000-5000 More than 5000

11. Which brand/company you know in Ayurvedic medicine?

Himalaya Dabur Zandu

Vicco Other (___________)

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12. Are you able to get the Ayurvedic medicines near to your house?

Yes No

13. Are you a repeat buyer or 1st time buyer?

______________________________________________________

14. If repeat buyer than for which kind of treatment?

______________________________________________________

15. Do you prefer ayurvedic cosmetic preparation instead on allopathic creams?

Yes No

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 – Less than Rs 30,000

Rs 30,000 – 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+