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consumer perception towards ayurvedic products pdf
#1

Abstract

The Indian herbal market is flooded with numerous well-known and recognised herbal brands. Vindhya Herbal is an initiative of Madhya Pradesh government to provide unadulterated ayurvedic products to the people and for generating gainful employment for the vulnerable and downtrodden section of the society. The study is to examine existing state of Vindhya Herbal in Bhopal, its birthplace. Besides, this study talks about other parameters like benefits/attributes consumer acquaintances with herbal products, awareness, preferential, source of knowledge, usage and attitude related to herbal products. The research design consisted of an exploratory phase followed by a descriptive crossectional, close-ended questionnaire-based survey in Bhopal. As the study has been conducted in a Hindi belt, the questionnaire was kept bilingual; Hindi and English. Sampling was done on the basis of two criteria; 1) such regions were selected where almost major herbal brands are available and 2) Respondents have used at-least one of the herbal brands. Only 23 percent consumers responded to have used Vindhya herbal. Those who have used Vindhya herbal have preference it, if available in a nearby store. Most of the respondents mentioned that herbal products are prepared from the natural ingredient, as a result faced no side effect. Purchase of herbal products primarily takes place on a monthly basis and use on a daily basis. Doctors, family members and mass media were reliable sources and the respondents trust on their recommendations for buying fresh herbal products. Desirability for further information was high among consumers related to herbal products.
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#2
The objective of this research survey was to study the consumer behavior in consuming/purchasing Ayurvedicmedicines/products and their attitudes toward herbal medicines in Joginder Nagar region of HimachalPradesh, India. The data are predominantly compiled by face to face conversation, based on the questionnaire,with sample of 500 consumers at distinct places of Joginder Nagar. The consumers were interviewed using astructured interview questionnaire. The findings revealed that 64.8% of the consumers preferred Ayurvedicmedicines in comparison with Allopathic (32.6%), Homeopathic (1.8%), Unani (0.8%) medication/therapy. Interms of reliability 73.6% consumers purchased the Ayurvedic medicines. 78.4% consumers bought theAyurvedic health/food supplements or Rejuvenating Ayurvedic medicines for health prevention or tocomplement their health. Furthermore, the advertisements had affirmative impact on consumers (59.6%).Many of the consumers have firm mind set of selective brand like Dabur (44.8%), (19.2%), and Himalaya(17.2%). Many of them (77.4%) are habitual consumer of Ayurvedic medicine for treatment of commonailments like common cold, cough, allergy, constipation, joint pain, hair fall but most of consumers (73.2%)consume Ayurvedic medicines without Doctor s prescription.37.2% Consumers consume Ayurvedicmedicines along with allopathic, homeopathic medicine for treating prevalent diseases. On the other handmost groups of the consumers (72.6%) are very desirous towards the usage of Ayurvedic cosmeticpreparation.
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#3
The research design consisted of an exploratory phase followed by a descriptive crossectional, close-ended questionnaire-based survey in Bhopal. As the study has been conducted in a Hindi belt, the questionnaire was kept bilingual; Hindi and English. Sampling was done on the basis of two criteria; 1) such regions were selected where almost major herbal brands are available and 2) Respondents have used at-least one of the herbal brands. Only 23 percent consumers responded to have used Vindhya herbal. Those who have used Vindhya herbal have preference it, if available in a nearby store. Most of the respondents mentioned that herbal products are prepared from the natural ingredient, as a result faced no side effect. Purchase of herbal products primarily takes place on a monthly basis and use on a daily basis.
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#4
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