“A STUDY ON CUSTOMER ATTITUDE TOWARDS AYURVEDIC

PRODUCTS WITH SPECIAL REFERENCE TO KOTTOPPADAM

GRAMAPANCHAYATH”

PROJECT REPORT
Submitted to Calicut University in partial fulfillment of the requirement
for the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION
Submitted by:
FATHIMATH FASNA.M
Reg. No. KIASBBAR64
Under the guidance of
SHAMEERA M.K
Assistant Professor
Department of Commerce

DEPARTMENT OF COMMERCE & MANAGEMENT STUDIES

MES KALLADI COLLEGE

P.O. Mannarakkad College, Palakkad Dt. Kerala, Pin 678583

2018-2021
 DEPARTMENT OF COMMERCE & MANAGEMENT STUDIES
MES KALLADI COLLEGE,MANNARKKAD COLLEGE PO
PALAKKAD DIST, KERALA 678583

CERTIFICATE

This is to certify that the project report entitled “A STUDY ON CUSTOMER

ATTITUDE TOWARDS AYURVEDIC PRODUCTS WITH SPECIAL
REFERENCE TO KOTTOPPADAM GRAMAPANCHAYATH” is a genuine
work done by FATHIMATH FASNA.M, VIth Semester BBA student of M.E.S
Kalladi College Mannarkkad in partially fulfillment of her degree of Bachelor of
Business Administration from University of Calicut.

SHAMEERA M.K
Assistant professor
HOD of Commerce
PLACE:
DATE:
 DECLARATION

I hereby declare that this project work entitled “A STUDY ON CUSTOMER

ATTITUDE TOWARDS AYURVEDIC PRODUCTS WITH SPECIAL
REFERENCE TO KOTTOPPADAM GRAMAPANCHAYATH” submitted in
partial fulfilment of the requirement for the award of DEGREE OF BACHELOR
OF BUSINESS ADMINISTRATION is a record of original work done
by me under the guidance of Mrs. SHAMEERA M.K.

I also declare that it has not been submitted by me or anybody for the award of any
other degree or diploma of any University or Institution earlier.

FATHIMATH FASNA. M

(KIASBBAR64)
 ACKNOWLEDGEMENT

In connection with the project report, this is a part of BBA Degree course of
UNIVERSITY OF CALICUT. First and foremost let me sincerely thank almighty
for the greatest completion of my project work.

My heart full gratitude to Mr. A.M SHIHAB principal in charge of our college for
having permitted to do this project.

I wish to express my profound gratitude to Mrs. SHAMEERA.M.K (H.O.D OF

COMMERCE Department, MES KALLADI COLLEGE MANNARKKAD)
for her valuable guidance.

I sincerely thanks Mrs. SHAMEERA.M.K (my project faculty guide) for her
valuable instructions, guidance, encouragement and support throughout the time of
project.

I would like to express my sincere thanks to all the faculty members of the
Department of commerce for giving inspiration, timely guidance and
encouragement.

I also express sincere thanks to all my dear friends who helped me with valuable
suggestions and encouragement.

PLACE: FATHIMATH FASNA.M

DATE: (KIASBBAR64)
 TABLE OF CONTENTS

Chapter TITLE Page No

No
1 INTRODUCTION 1-5
2 REVIEW OF LITERATURE 6-7
3 THEORATICAL FRAME WORK 8-10
4 DATA ANALYSIS AND 11-37
INTERPRETATION
5 FINDINGS, SUGGESTIONS AND 38-41
CONCLUSION
BIBLIOGRAPHY 42-43
APPENDIX 44-47
 LIST OF TABLES

No TITLE Page No
4.1 Age wise classification 12
4.2 Gender wise classification 13
4.3 Educational wise classification 14
4.4 Areas of residence wise classification 15
4.5 Occupation wise classification 16
4.6 Marital Status wise classification 17
4.7 Monthly Income wise classification 18
4.8 Using an ayurvedic products wise classification 19
4.9 Types of Ayurvedic products currently using 20
wise classification
4.10 customers are using ayurvedic product wise 21
classification
4.11 Number of family members wise classification 22
4.12 Other branded preference wise classification 23
4.13 Frequently purchase ayurvedic products wise 24
classification
4.14 Medias wise classification 25
4.15 benefits of users on ayurvedic products wise 26
classification
4.16 side effect to health wise classification 27
4.17 Diseases wise classification 28
4.18 Diseases affected wise classification 29
4.19 Major diseases wise classification 30
4.20 Major diseases affected wise classification 31
4.21 Consumes preference on ayurvedic medicines on 32
doctor’s prescription or taking it on our’s own
wise classification
4.22 Buying decision wise classification 33
4.23 Ayurvedic products contain 100% natural 34
ingredients wise classification
4.24 Factors influencing for buying decision wise 35
classification
4.25 Better medication wise classification 36
4.26 Satisfaction Level wise classification 37
 LIST OF CHARTS

No TITLE Page No
4.1 Age wise classification 12
4.2 Gender wise classification 13
4.3 Educational wise classification 14
4.4 Areas of residence wise classification 15
4.5 Occupation wise classification 16
4.6 Marital Status wise classification 17
4.7 Monthly Income wise classification 18
4.8 Using an ayurvedic products wise classification 19
4.9 Types of ayurvedic products currently using 20
wise classification
4.10 customers are using ayurvedic product wise 21
classification
4.11 Number of family members wise classification 22
4.12 Other branded preference wise classification 23
4.13 Frequently purchase ayurvedic products wise 24
classification
4.14 Medias wise classification 25
4.15 benefits of users on ayurvedic products wise 26
classification
4.16 side effect to health wise classification 27
4.17 Diseases wise classification 28
4.18 Diseases affected wise classification 29
4.19 Major diseases wise classification 30
4.20 Major diseases affected wise classification 31
4.21 Consumes preference on ayurvedic medicines on 32
doctor’s prescription or taking it on our’s own wise
classification
4.22 Buying decision wise classification 33
4.23 Ayurvedic products contain 100% natural ingredients 34
wise classification
4.24 Factors influencing for buying decision wise 35
classification
4.25 Better medication wise classification 36
4.26 Satisfaction Level wise classification 37
 CHAPTER 1

INTRODUCTION

1
 INTRODUCTION

Customer attitude refers to the process by which a customer selects, organizes of interprets
information/ stimulate inputs to create a meaningful pictures of the brand or the productions.
It is a three stage process that translates stimuli in to meaningful information.

The world health organization study estimates that about 80 percent world population
depends on natural products for their health care instead of modern medicines primarily of
side effected high cost of modern medicines.

Presently the demand for traditional Indian ayurvedic products has increased tremendously in
Indian abroad fast moving health care goods in India worldwide known as Nutraceutical.
Ayurvedic products are comfortable by customers. In some of the major players in Indian
ayurvedic markets are Himalaya, Patanjali, Indulekha, Ayush & others. Indian ayurvedic
exports valued at about INR 874 crores in 2001-2002 constitute about 73 percent in the form
of crude of extracts &27 percent as finished products. The Indian ayurvedic market is
registering a tremendous growth is likely to reach INR 14,500 Crore by 2012. Government of
India established Ayush re-naming ISM&H (Dept. of Indian system of medicine &
Homeopathy) in 2003 to popularized herbal care

The ever changing marketing scenario & heightened competition over the globe has
amplified the role of brand at unparalleled level. Every person is a customer of different
brands at the same time the choice usage of a particular brand by the customer over the time
is affected by the quality benefits offered by the brand especially when it comes to brand of
eatable cosmetics. Customer satisfaction is derived when the compares the actual
performance of the product with the performance he expected out of the usage. Attitudes are
highly subjective and thus easily distorted. The qualm of buying and not buying continues in
to the mind or the black box of the prospective customer unless his decision is not supported
by many. Thus in order to survive in the marketing environment of a country likes India;
brands need to be positioned in the minds of people. India is already an attractive destination
for brand to set in due to favourable marketing conditions. India has known to be a bub of
ayurvedic brands well since the ayurvedic products are deeply associated with the spirituality
sentiments of the people.

2
STATEMENT OF PROBLEM

In this modern era, ayurvedic products are increasing rapidly. Therefore, varieties of
ayurvedic products are available in the market which is aimed at meeting the needs of various
levels of customers.

Wide varieties of ayurvedic products are available in the market today. The
purchasing patterns of all categories of people are influenced by different like age, sex,
occupation etc.

So present study makes, ayurvedic products users and factors effecting their purchase.
Also been made to examine the customer’s satisfaction towards the ayurvedic products.
Ayurvedic products are the major customer preference goods in our economy.

OBJECTIVES

1. To find out customer’s attitude towards the ayurvedic products.

2. To find out factors influencing the people to buy the ayurvedic products.

3. To analyse customer satisfaction towards the ayurvedic products

SCOPE OF THE STUDY

The present study is an attempt to identify the factors influencing the people to buy
ayurvedic products. The study also analyzed the customer’s satisfaction towards the
ayurvedic products. The study has been conducted on the students, youngsters & middle and
old age people.

RESEARCH METHEDOLOGY

 Research Design
The study was descriptive in nature and data collected from customers administering
questionnaire.
 Source of Data
 The study was based on both primary & secondary data
 Primary Source
Primary data were collected from the questionnaire

3
  Secondary Source
Secondary data were collected from Books, Newspaper& website
 Duration of the study

The study was conducted for a period of 21 days.

 Sample size
A sample of 50 respondents was taken for the study.

 Sampling Technique
The survey was conducted in Kottopadam panchayath. Youngsters, teenagers, middle and
old age people constitute the population for the present study. A sample of 50 respondents
was taken for the study.Convenience sampling was the sampling technique used for this
study.

PRESENTATION OF THE REPORT

Chapter one – introduction: This chapter shows an introduction to the project. It brings
about introduction, scope, significance, statement, objectives and limitation of the study.

Chapter two–Review of literature

Chapter three – Theoretical framework

Chapter four– Analysis and interpretation

Chapter five– Findings, suggestion and conclusion

LIMITATIONS
1. Due to the time constraint, the data is collected from a limited geographical area
2. limited number of variables has been taken for the study

4
 CHAPTER 2
REVIEW OF LITERATURE

5
 REVIEW OF LITERATURE

Perception is a process by which individuals organized interpret their sensory impressions to

give meaning to their environment (Robbins & Jude, 2013). In marketing perceptions are
more important than reality because perceptions affect consumer’s actual behaviour (Kotler,
Keller, Koshy&Jha, 2014). Information processing model have four major steps or stages. If
starts with exposure followed by attention, interpretation & lastly retention. The first three of
these establish perception (Hawkins, Best, Coney& Mookerjee, 2007).All this takes place
inside the mind or black box of the consumers simultaneously & it changes from person to
person. Perception is highly subjective therefore easily distorted moreover perception is the
meaning that an individual attributes to the incoming stimute that gathered through the five
senses these are taste, smell, touch, hearing*Sight. According to Kurtz&....... (2006) different
perceptions of objects or events based on the interactions of two types of factors that are
stimulus factors & individual factors.
Regha&Gokila (2015) found that consumers are well aware with various ayurvedic cosmetic
& now a longer considered as luxury items. The perception of side effect & the chemical is
the reason to switch over to ayurvedic based cosmetics among all age group gender &
educational qualification (Regha&Gokila Sawant (2013) mentioned that rural area preferred
Ayurveda products. They relate it to native treatment & both male & female have similer
customer’s attitude toward the ayurvedic products. The absence of side effect is the most
importand factors three influence women in the purchase of skin care products (Khan & Khan
2013). As per Anya etc.at(2012) customers shows a positive attitude towards
ayurvedicdrugsal product & use without doctor’s prescription people treat Ayurveda not as a
treatment but as a life style (Arya, Kumaral, Kumar 2012). Joshi(2008) observed that the
perception of people in traditional the dicine is optimistic & emphasized the need to revive
the system along the line of prevalent traditional promote the usage of herbal medicines
(Joshi.k 2008) As per Sen&Chakraborty (2015) Ayurveda and other traditional medicines &
capable of addressing some modern unmetedical needs,&can provide the basis for developing
potentials. Processing of Ayurveda products is a complex process. Quality ctrl prevention of
adult rational other harmful chemicals is a challenge.
The study of Award & Al-shaye(2014) covers an area like level of awareness pattern of use
& attitude towards natural health products. The at tribute respondent associates with
ayurvedic products were to promote & maintain health& to prevent illnesses build the
immune system. They further stated that respondent stressed the for consulting a doctor

6
before ayurvedic medicine (Award &Al-shay2014). Respondents stressed on more
information & regulation related to ayurvedic products. According to Zinmmorman&Kandish
(2012) the younger generation seems quite familiar with the benefits of ayurvedic medicine
&food supplements but retain littile experience and knowledge of six commonly used
ayurveda’s. The participants were interested & liked to see the usage of complementary &
alternative medicine & conventional medicine in a health care setting (Zimmerman
&Kandiab 2012). The research of Arga et.al (2012), explained that promotion plays
significant role & impact purchase decision on a customer. Subrahamanian& Venkatesan
(2011) Suggested that awareness level towards ayurvedic product was more among elderly
men. Lake of facility &availability was a major hindrance in popularity of ayurvedic
products.
In their study Chowdhury, Ahmed and Huda (2007). States that perceived quality has
significant impact on customer perceived value, and it is needless to say that consumer
perceived value act as a prerequisite for consumer buying motive.
The study conducted by Nair and Prakash (2007), states that Understanding consumption
decision of consumers is a key to of success of any business. Busuiness organisations are
spending billions of dollars to know consumers attitude, motivation to purchase and future
behavioural intentions of consumers.
The study conducted by Akhtar et al. (2008) found that natural cosmetic sales are increasing
with revenues doubling every few year in Europe.

7
 CHAPTER-3
THEORATICAL FRAME WORK

8
 THEORATICAL FRAME WORK

Consumer perception is defined as the way that consumers usually view or feel about certain
products and services. Ayurveda means “Knowlege of life” and is about 5000 years old
traditional Indian system of medicines. Ayurveda is a system, which avait the essential
fundamentals or pasture. To maintain health in a person by preserving their mind, body and
spirit in adept equanimity with nature. Natural remedies have immense application globally.
Ayurveda sees health and diseases in holistic terms. It links the microcosm of individuals
with the cosmos. It takes in to account the relationship between energy and, matter. This
system of healing believes is treatment of not just a part affected by disease but the individual
as a whole
In Indian scenario, perceptions about a particular brand are important because Indian
customers rely on the perception of their near and dear ones before actually buying or using
the product. The perceptions of the people around us affect our decision to buy or not to buy
the product. Philip Kotler (2008) observed that satisfaction is a person’s feelings of pressure
or disappointment resulting from products perceived performance outcome) in relation to his
or her expectations. If the perceived benefits turned out to be almost same as expected,
customer is highly satisfied & that is how the company achieves loyalty of the customer
towards the products.

PATANJALI
Patanjali is a proper Indian name. According to moniermorier Williams, the word “Patanjali”
is a copound name from patta and Anj or Anjali. Today different products from patanjali . It
includes Patanjalikeshkanti, Patanjali herbal hand wash, Patanjali popular detergent, Patanjali
products are the best in low light price & best qualities.

HIMALAYA
Every year, 300 million Himalaya products enter the homes of consumers around the world
with a range of over 300 healthcare & personal care products including brands like Live 52,
cystone,and Bonnisan, we touch the lives of millions of customers world vide, giving them
products that help them lead healthier, enriched lives. Today, the Himalaya brand is
synonyms with safe and efficacious herbal products.

9
 AYUSH
All ayush products are formulated with ayurvedic ingredients written in the “granthos”5000
years ago. Ayush ingredients that are highly beneficial to the skin, hair & teeth. Each product
is composed of herbs consciously picked at a certain time of the day. When they are most
potal. The goodness of ingredients like Turmeric (Haldi), saffron (kesar) Cow’s ghee,
cardamom, rock salt etc are authentic solutions to your beauty problems.

INDULEKHA
Indulekha brings to you the true goodness of authentic Ayurveda in its many products which
provide solutions for all your hair & beauty problems. By using the 100% natural ingredients
in its products, Indulekha wants to promote a natural life style, where all your beauty of hair
problems are dealt with naturally.

DHATHRI
Dhathri herbal beauty products. Dhathri offers a ...of ayurvedic & herbal products on all is
presentation various categories hair care skin care general health card & slimming products.
Beside Dhathri provides wholesome ayurvedic service including highly specialized treatment.

BANJARA
Banjara’s fairness glow pack is the natural alternative for skin whitening. It is mixes the
mushroom extracts has effective bring terming qualities with the additional function of
clearing away darkened pigmented spots and caring for the skin.

10
 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

11
 DATA ANALYSIS AND INTERPRETATION

Table 4.1

Classification of the respondents on the basis of age

Age No. Of respondents Percentage

Below 20 9 18%
20-30 11 22%
30-40 6 12%
40-50 8 16%
Above 50 16 32%
Total 50 100%

Chart No.4.1

35%

30%

25%

20%

15%

10%

5%

0%
Below 20 20-30 30-40 40-50 Above 50

INTERPRETATION:

The above analysis shows that 32% of the respondents have above 50 years old.12% of the
respondents have 40 years old.

12
Table 4.2

Classification of the respondents on the basis of gender

Gender No. Of respondents Percentage

Male 19 38%
Female 31 62%
Total 50 100%

Chart No. 4.2

Male
Female

INTERPRETATION:

The above analysis shows that 38% of the respondents are male and 62% of the respondents
are female.

13
Table 4.3

Classification of the respondents on the basis of educational qualification

Educational qualification No. Of respondents Percentage

Below SSLC 16 32%
SSLC 10 20%
Higher Secondary 10 20%
UG 7 14%
PG 7 14%
Total 50 100%

Chart No. 4.3

35

30

25

20

15

10

0
Below SSLC SSLC Higher UG PG
Secondary

INTERPRETATION:

This information relevant in educational qualification of the respondents indicates are that
majority of the respondents (32%) are below SSLC. Out of 100 respondents 20% are SSLC
and higher secondary. 14%of respondents are UG and PG level.

14
Table No.4.4

Classification of the respondents on the basis of areas of residence

Areas of residence No .Of respondents Percentage

Rural 25 50%
Urban 13 26%
Semi-Urban 12 24%
Total 50 100%

Chart No. 4.4

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Rural Urban Semi-Urban

INTERPRETATION:

The above analysis shows that 50% of the respondents lives in rural area.26% of the
respondents have urban. Out of 100 respondents 24% are semi-urban.

15
Table No. 4.5

Classification of the respondents on the basis of occupation

Occupation No. Of respondents Percentage

Salaried 12 24%
Business 3 6%
Housewife 14 28%
Student 12 24%
Un employed 9 18%
Total 50 100%

Chart 4.5

30%

25%

20%

15%

10%

5%

0%
Salaried Business Housewife Student Un
employed

INTERPRETATION:

The table above reveals that 28% of the respondents are Housewife. 24% are of Salaried and
Student 18% are Un employed, 6% are Business.

16
Table 4.6

Classification of the respondents on the basis of marital status

Marital Status No. Of respondents Percentage

Married 33 66%
Un married 17 34%
Total 50 100%

Chart No. 4.6

Married
Un married

INTERPRETATION:

The table shows that 66% of the people are married and 34% of the people are UN Married.
The above table that higher percentages of respondents are married peoples (66%)

17
Table 4.7

Classification of the respondents on the basis of monthly income

Monthly income No. Of respondents Percentage

Below 10000 16 32%
10000-20000 17 34%
20000-30000 10 20%
30000-40000 2 4%
Above 40000 5 10%
Total 50 100%

Chart No. 4.7

40

35

30

25

20

15

10

0
Below 10000 10000-20000 20000-30000 30000-40000 Above 40000

INTERPRETATION:

The table shows that respondents with an between 10000-20000 the largest proportion (34%).
Lowest proportion of (2%) has income between 30000-40000.

18
Table 4.8

Classification of the respondents on the basis of using a ayurvedic product.

Ayurvedic product No. Of respondents Percentage

Always 30 60%
Often 20 40%
Never - -
Total 50 100%

Chart No. 4.8

70

60

50

40

30

20

10

0
Always Often Never

INTERPRATION:

The analysis reveals that 30 respondents are always using the ayurvedic products. 20
respondents are often using the ayurvedic products.

19
Table 4.9

Classification of respondents on the basis of types of ayurvedic products currently using

Types of ayuvedic products No. Of respondents Percentage

currently using
Medicines 22 44%
Hair oil 11 22%
Food items 8 16%
Cosmetics 6 12%
Soap 3 6%
Total 50 100%

Chart No. 4.9

45
40
35
30
25
20
15
10
5
0
Medicines Hair oil Food items Cosmetics Soap

INTERPRETATION:

The table shows that 22 respondents using medicines. 11 respondents using hair oil, 8
respondents using food items, 6 respondents using cosmetics and only 3 respondents using
soap. 44% using medicines out of 100%

20
Table No. 4.10

Classification of the respondents on the basis of how long the customers are using ayurvedic
products.

How long using a ayurvedic No. Of respondents Percentage

products
Last 6 Months 18 36%
6 Months- 1 Year 10 20%
1 Year- 3 Year 7 14%
For more than 3 Years 8 16%
For more than 10 Years 7 14%
Total 50 100%
Chart No. 4.10

40
35
30
25
20
15
10
5
0
Last 6 6 Months- 1 1 Year- 3 For more For more
Months Year Year than 3 Years than 10
Years

INTERPRETATION:

The table shows that 18 respondents using ayurvedic products at last 6 months. 10
respondents using ayurvedic products at 6 months- 1 year. 8 respondents are using for more
than 3 yeras. 7 respondents are using 1 year – 3 year and for more than 10 years. The highest
percentage of using ayurvedic product in last 6 months and 20% are using ayurvedic products
6 months- 1 year.

21
Table 4.11

Classification of the respondents on the basis of no. Of family members

No. Of members in a family No. Of respondents Percentage

2 12 24%
3 14 28%
4 10 20%
5 8 16%
Above 5 6 12%
Total 50 100%

Chart No. 4.11

30

25

20

15

10

0
2 3 4 5 Above 5

INTERPRETATION:

From the table it can be informed that 28% of people respondent that ‘3’ members are using
ayurvedic products in the family.

22
Table No. 4.12

Classification of the respondents on basis of other branded preference of ayurvedic products

Favourite ayurvedic No. Of respondents Percentage

brand/ company
Kottakkal arya vaidya sala 25 50%
Coimbatore arya vaidya 5 10%
pharmacy
Vaidya Rathnam 3 6%
Vaidya Madham 15 30%
Seetharam 2 4%
Total 50 100%

Chart No. 4.12

60

50

40

30

20

10

0
Kottakkal arya Coimbatore Vaidya Vaidya Seetharam
vaidya sala arya vaidya Rathnam Madham
pharmacy

INTERPRETATION:

The table shows that 25 respondents currently use kottakkal brands. 15 respondents currently
use vaidya madham company’s product. 5 respondents use Coimbatore products. 3
respondents use vaidya rathnam and only 2 respondents use seetharam products. The highest
percentage of the respondents are using kottakkal products.

23
Table No. 4.13

Classification of the respondents on the basis of how frequently purchase ayurvedic products.

Frequently purchase No. Of respondents Percentage

ayurvedic products
Daily - -
Weekly 6 12%
Fort nightly 4 8%
Monthly 25 50%
Occassionally 15 30%
Total 50 100%

Chart No. 4.13

Daily
Weekly
Fort nightly
Monthly
Occassionally

INTERPRETATION:

The table shows that 25 respondents frequently purchase ayurvedic products in monthly. 15
respondents are frequently purchase ayurvedic products in occasionally. Out of 100
respondents 50% are monthly purchase of ayurvedic products. It is the highest percentage of
respondents are purchasing ayurvedic products.

24
Table No. 4.14

Classification of the respondents on the basis of usually recognise ayuvedic product through
which media

Medias No. Of respondents Percentage

Television 6 12%
Radio 5 10%
Internet 12 24%
Magazines 9 18%
Social media 18 36%
Total 50 100%

Chart No. 4.14

40

35

30

25

20

15

10

0
Television Radio Internet Magazines Social media

INTERPRETATION:

The above table shows the media which ayurvedic products are recognized usually. It shows
that 36% of the respondents recognize ayurvedic product through social media. 24% internet,
18% through magazines, 12% through television and 10% through radio.

25
Table 4.15

Classification of the respondents on the basis of benefits of users on ayurvedic products

Category No. Of respondents Percentage

Strongly Agree 20 40%
Agree 20 40%
Neutral 5 10%
Disagree 3 6%
Strongly disagree 2 4%
Total 50 100%

Chart No. 4.15

40
35
30
25
20
15
10
5
0
Strongly Agree Neutral Disagree Strongly
Agree disagree

INTERPRETATION:
The table shows that 20 respondents are both strongly agree and agree with
ayurvedic products. 5 respondents are neutral 3 respondents are disagree and 2
respondents are strongly disagree and only 2 respondents are strongly disagree
with ayurvedic products.

26
 Table No. 4.16
Classification of respondents on the basis of consumption of ayuvedic products
Create any kind of side effect to health
Category No. Of respondents Percentage
Always 10 20%
Often 15 30%
Never 25 50%
Total 50 100%

Chart No. 4.16

50
45
40
35
30
25
20
15
10
5
0
Always Often Never

INTERPRETATION:

The table shows that 50% of the respondents says that not side effects of ayurvedic products
to health

27
Table No. 4.17

Classification of the respondents on the basis of what are the types of diseases uses ayurvedic
medicines commonly.

Category No. Of respondents Percentage

Yes 25 50%
No 25 50%
Total 50 100%

Chart No. 4.17

Yes
50% 50%
No

INTERPRETATION:

The table shows that 50% of respondents are affected by diseases uses of ayurvedic
medicines commonly. Remaining 50% of respondents are not affected by diseases.

28
Table No. 4.18

Classification of the respondents on the basis of diseases affected by uses of ayurvedic

medicines

Category No. Of. respondents Percentage

Common Cold 15 30%
Cough 15 30%
Allergy 10 20%
Stroke - -
Trachea 10 20%
Total 50 100%

Chart No. 4.18

30
25
20
15
10
5
0
Common
Cough
Cold Allergy
Stroke
Trachea

INTERPRETATION:

The table shows that 15 respondents are affected by both common cold and cough.10
respondents are affected by both allergy and trachea.

29
Table No. 4.19

Classification of the respondents on the basis of use ayurvedic medicines for treatment of
major diseases

Category No. Of respondents Percentage

YES 25 50%
NO 25 50%
Total 50 100%

Chart No. 4.19

YES
NO

INTERPRETATION:

The table shows that 50% of respondents are affected by major diseases uses of ayurvedic
medicines. Remaining 50% are not affected.

30
Table No. 4.20

Classification of the respondents on the basis of major diseases affected by uses of ayurvedic
medicines.

Category No. Of respondents Percentage

Diabetes 10 20%
Bronchial Asthma - -
Depression 15 30%
Tuber Culosis - -
Migraine 25 50%
Total 50 100%

Chart No. 4.20

50
40
30
20
10
0
Diabetes
Bronchial
Asthma Depression
Tuber
Culosis Migraine

INTERPRETATION:

The table shows that majority of the respondents are affected by migraine uses of ayurvedic
medicines.

31
Table No.4.21

Classification of the respondents on the basis of consumes ayurvedic medicines on doctor’s

prescription or taking it on our’s own.

Category No .Of respondents Percentage

Always - -
Often - -
Never 50 100%
Total 50 100%

Chart No. 4.21

120

100

80

60

40

20

0
Always Often Never

INTERPRETATION:

The analysis shows that 50 respondents are choosing’ Never’ other options are not choose
any respondent.

32
Table No. 4.22

Classification of the respondents on the basis of buying decision of respondent influencing

factor is advertisement.

Category No. Of respondents Percentage

Always 5 10%
Often 25 50%
Never 20 40%
Total 50 100%

Chart No. 4.22

50
45
40
35
30
25
20
15
10
5
0
Always Often Never

INTERPRETATION:

The table shows that advertisement factor influencing the buying decision of ayurvedic
products. 25 respondents are choosing often 20 respondents are never and remaining 5
respondents are always.

33
Table No. 4.23

Classification of the respondents on the basis of ayurvedic products contains 100% natural
ingredients.

Category No. Of respondents Percentage

Strongly Agree 19 38%
Agree 19 38%
Neutral 6 12%
Disagree 4 8%
Strongly Disagree 2 4%
Total 50 100%

Chart No. 4.23

40
35
30
25
20
15
10
5
0
Strongly Agree Neutral Disagree Strongly
Agree Disagree

INTERPRETATION:

The above table shows that 38% respondents are strongly agree and agree. 12% are neutral,
4% respondents are strongly disagree, 8% are disagree with above statement.

34
Table No. 4.24

Classification of the respondents on the basis of factors influencing for buying decision.

Category No. Of respondents Percentage

Quality 15 30%
Advertisement 2 4%
Recommendation from 4 8%
others
Comparison 4 8%
No side effect 25 50%
Total 50 100%

Chart No. 4.24

50
40
30
20
10
0

INTERPRETATION:

The analysis reveals that factors influencing the buying decision of ayurvedic products. The
major factor influencing the use of ayurvedic products are its no side effect. 50% of the
respondents prefer that the factor.30% of the respondents buy ayurvedic products its quality.

35
8% of the respondents are both recommendation from others and comparison. Remaining 4%
of the respondents buy ayurvedic products due to advertisement.

Table No.4.25

Classification of the respondents on the basis of better medication.

Category No. Of respondents Percentage

Ayurvedic 25 50%
Allopathic 15 30%
Homeopathic 2 4%
Unani 2 4%
Organic 6 12%
Total 50 100%

Chart No. 4.25

50
40
30
20
10
0

INTERPRETATION:

The table shows that 50% of the respondents can says that better medication is ayurvedic.
30% respondents are prefer allopathic. 12% respondents are prefer that the organic
medication. 4% of the respondents are both homeopathic and unani.

36
Table No. 4.26

Classification of the respondents on the basis of satisfaction of user on availability in

ayurvedic products.

Category No. Of respondents Percentage

Highly Satisfied 25 50
Satisfied 20 40
Neutral 3 6
Dissatisfied 1 2
Highly Dissatisfied 1 2
Total 50 100

Chart No. 4.26

50
45
40
35
30
25
20
15
10
5
0
Highly Satisfied Neutral Dissatisfied Highly
Satisfied Dissatisfied

INTERPRETATION:

The above ayurvedic products shows 50% of the respondents are highly satisfied on
availability of ayurvedic markert.Only 2% respondents are both dissatisfied and highly
dissatisfied 6% respondents are come under the neutral category.

37
 CHAPTER-5

FINDINGS, SUGGESTION&CONCLUSION

38
 FINDINGS
1. Highest proportion of respondents above 50 years and the lowest percentage falls in the
category of 30-40.
2. From the total respondents, 38% are male and 62% are female.
3. Majority of the respondents are below SSLC.
4. 50% of the respondents are lives in rural area.
5. Highest proportions of respondents are house wife.
6. Majority of the respondents are married.
7. Highest proportion of respondents has annual income between 10000-20000
8. 60% of the respondents are always using the ayurvedic products.
9. Almost 44% of the respondents are preferring medicines
10. Highest proportion of the respondents are using last 6 months for using ayurvedic
products.
11. The study reveals that majority of respondents have a family three members.
12. Majority of the respondents currently using kottakkal products.
13. 25 respondents frequently purchase ayurvedic products in monthly.
14. 36% of the respondents recognize ayurvedic product through social media.
15. Higher proportion of respondents are both agree and strongly agree for benefits of users
on ayurvedic products.
16. Majority of the respondents says that not side effects of ayurvedic products to health.
17. 50% of the respondents are affected by diseases use of ayurvedic medicines commonly.
18. 15 respondents are affected both common cold and cough.
19. 50% of the respondents are affected by major diseases use of ayurvedic medicines.
20. Majority of the respondents are affected by migraine.
21. 50 respondents are choosing never on the basis of consume ayurvedic medicines on
doctor’s prescription or taking it on our’s own
22. 25 respondents are choosing often on the basis of advertisement factor influencing the
buying decision of ayurvedic products.
23. Highest proportions of respondents are both strongly agree and agree for ayurvedic
product contain 100 % natural ingredients.
24. The major factor influencing the use of the ayurvedic products are its no side effect.
25. 50% of the respondents can says that better medication is ayurvedic.
26. 50% of the respondents are highly satisfied in a availability of ayurvedic products.

39
 SUGGESTIONS

1. As ayurvedic products are emerging today. So Business mans should use ayurvedics in
same as students, housewife, middle and old age people.
2. Respondents should use ayurvedic product not only for medicines it also for food items,
hair oil, cosmetic etc.
3. Respondents should use ayurvedic product not only for patanjali but also for Ayush at
others.

40
 CONCLUSION

The study was conducted to find out the customers attitude towards the ayurvedic
products with special reference to Kottopadam panchayath. The customers have good
opinion about the products availability. The ayurvedic keeps a good relationship between its
customers by providing good and quality products to them. Customer’s perception towards a
brand is built largely on the satisfactory value the user receives after paying for the product
and benefits the user looks for. In the above study ayurvedic products. It may be because of
reasonable price of the product. Ayurvedic product in order to retain more customers and
satisfy them must fulfil the claims made by the company before any other brand may
mushroom up take away the benefits of marketing through spiritually. All customers of the
company were satisfied with the products and would like to recommend the products to
others.

41
BIBLIOGRAPHY

42
 BIBLIOGRAPHY

 Akbar, Halim, MA, Sobel, Msl, Sarker, SK, Chowdhary, MSH & Sonet, SS, A
‘review on the use of non-timber forest products in beanty-care in Bangaladesh’,
journal of foresty research, Vol.19 No-1, 2008, pp 72-78.
 Miss Rupali Khanna Chandigarh University, India customers attitude towards
brand: A study on Patanjali
 Seethal varma and S.P Singh Department of pharmacy and toxicology College of
Veterinary and animal science, Patangar, Uttaranchal, India current and future
status of ayurvedic medicine.
 Dabar (n.d) Retrieved May 27, 2015, from Dabur celebrate life:
http:www.dabur.com
 Achrya, N (2001, June9) Meet Ramdev the marketing guru. The Business
standard.
 Kotter, p (2004) Marketing management (...)New Delhi: Person Education
 Zimmerman. C and Kandish. J, A pilot.....to assess students perceptions, fimilirity
and knowledge in the use of complementary and alternative.
 Hawkins, D.I, Best, J.R, Coney, A.K, & Mookerjee. A customer Behaviour
Building Marketing strategy (9th ed)-Hill
 Vyar.J (2012, July23). Dabur India increases its Ad spends. The Economic Times.

Websites:
 www.jogindernagar
 www.wikipedia.org/wiki/jogindernagar
 http:///www.nistads.res.in/indiansant2008/t4indusstry/t4ind 19.htm

43
APPENDIX

44
QUESTIONNAIRE

Name:

Age: Below20 20-30 30-40 40-50 above 50

Gender: Male Female

Educational Qualification: Below SSLC SSLC

Higher Secondary UG PG

Areas of residence: Rural Urban Semi Urban

Occupation: Salaried Business House wife Student

Unemployed

Marital Status: Married Unmarried

Monthly Income: Below10000 10000-20000

20000-30000 30000-40000

Above 40000

1. Do you use any of Ayurvedic Company’s products?

Always Often Never

2. Could you specify product consume?

Medicines Hair Oil Food Items Cosmetics Soap

3. Since how long have you been using an Ayurvedic product?

Last 6 Months 6 Months to 1 Year 1 Year to 3 Year

For More Than 3 Year For More Than 10 Year

4. Number of members using Ayurvedic products in your family?

Male Female Total

5. Which is your favourite Ayurvedic brand/company?

45
 Kottakkal Arya Vaidya Sala Coimbathoor Arya Vaidya Pharmacy

Vaidya Rathnam Vaidya Madham Seetharam

6. How frequently you purchase Ayurvedic products?

Daily Weekly Fortnightly Monthly

Occasionally

7. In which media do you usually recognize Ayurvedic products?

Television Radio Internet Magazines Social Media

8. Is the usage of Ayurvedic product beneficial to all age group?

Strongly Agree Agree Neutral Disagree

Strongly Disagree

9. In your opinion consumption of Ayurvedic products create any kind of side effect to
health?

Always Often Never

10. For what type diseases do you use Ayurvedic medicine commonly?

Yes No

11. If yes mentioned them?

Common Cold Cough Allergy Stroke Trachea

12. Do you use Ayurvedic medicine for treatment of major diseases?

Yes No

13. If yes mentioned them?

Diabetes Bronchial Asthma Depression Tuberculosis

Migraine

46
14. Do you consume Ayurvedic medicines on doctor’s prescription or taking it on ours own?

Always Often Never

15. Does advertisement of Ayurvedic products influence your buying decision?

Always Often Never

16. Do you think that Ayurvedic products containing 100% natural ingredients?

Strongly Agree Agree Neutral Disagree Strongly Disagree

17. What are the influence factors for buying decision of Ayurvedic product?

Quality Advertisement Recommendation from Others

Comparison No Side Effect

18. According to you which medication is better?

Ayurvedic Allopathic Homeopathic Unani Organic

19. Are you satisfied with the variety of ayurvedic products availability in the market?

Highly Satisfied Satisfied Neutral Dissatisfied

Highly dissatisfied

47