Knowledge & Attitude Towards Ayurvedic

medicines/Treatments Among Young Consumers.

SUBMITTED BY :
the guidance of:
Syed Waseem Farooq-048
Dr.Seema Mehta
Vaibhav Maurya-049
Associate professor
MBA PM 07
University, Jaipur.

Under

IIHMR

* Introduction
Indian healthcare consists of medical pluralism and Ayurveda is
one of them. Ayurveda, one of the most ancient medical systems has
been widely practiced in the Indian subcontinent.

Ayurveda (Ayur: Life; Veda: Science, means science of life in

Sanskrit) aims at holistic approach towards management of health
care and disease maintenance

Ayurvedic medicines are based on plants, animals' extracts and

minerals both , hence consumption of ayurvedic medicine does not
produce any major adverse effect on body, beside the use of allopathic
medicines may cause harmful effect on kidney, liver, intestines,
alongwith some allergic effect to skin.

Unique therapy such as Ayurvedic Panchakarma, Shidodhara,

Aromatherapy, Acupressure/acupuncture, Homeopathy, Chinese Traditional
therapies, etc have been few of the most sought after treatment ways due to
rapidly expanding hazards of modern medicines
Beside of all benefits some reasons are also present which effect the use of
ayurvedic medicines among consumers. Consumers are negatively affected
with these reasons.
In indias population young adult is a major part and play a significant role.
UNESCO defines youth, as those persons between the ages of 18 and
30 years
But because of life style their interest towards medical treatment specially
towards ayurvedic treatment is very less.
So these study is mainly focused on to find out the major reasons behind
attitudes towards ayurveda among 18 to 30 age group consumers.

* Rationale
In India young adults take Allopathic medicines, food
supplement like protein substitute , multivitamins which
have some side effect also. They dont prefer Ayurvedic
food supplements

Review of literature

* A Study of Consumers Perception

Towards Ayurvedic Drugs Vis-A-Vis Allopathic

Drugs was conducted and shows the positive attitude towards ayurvedic therapy and
medicines

CONSUMER BUYING BEHAVIOUR TOWARDS AYURVEDIC MEDICINES /

PRODUCTS IN JOGINDER NAGAR - A SURVEY Vikrant Arya, Raneev Thakur,
Suresh Kumar, Sanjeev Kumar

Study of Current Market Scenario & Marketing Prospects against Changing

Attitude of Consumers towards Buying Of Ayurvedic Medicines in India Dr.
Suvarna M. Deshpande,
* Consumers Perception For Ayurvedic Therapy In Rural Market With Special
Reference To Nashik District. by Prof. Rajeev V. Sawant

A STUDY OF CONSUMER PERCEPTION OF HERBAL PRODUCTS IN

BHOPAL 69 - Vol-II, Issue-1, June 2015 (WITH SPECIAL REFERENCE TO
VINDHYA HERBAL PRODUCTS) by Md. Irshad Ali, and Manmohan Yadav
* This study shows some factors which are strongly responsibe for negative attitude
towards ayurveda.

bjectives
To find out major reasons behind the negative attitude
towards ayurvedic treatment.

To find the level of awareness about basic ayurvedic

therapies.

Methodology
Research Design Descriptive Research

Sample Size 100 students

Age group
18 to 30 years

Data collection
Data collection from primary and secondary sources.

Tools Data collections will be structure questionnaires,

unstructured interviews and secondary data collection.

Sampling Technique
Non-probability

Sample Region

*Hypothesis
1 More than 50 percent Consumers take ayurvedic medicines in
chronic diseases.
2 Major reasons for negative attitude toward ayurvedic treatment are-:
* Form of medicine
* Taking long time in cure
* Hospitals are less in numbers
* Pharmaceuticals companies have bad brand value
* Medicines not properly available in market
3 Factors which influenced people to taking ayurvedic treatment are-:
* From TV advertisements and social media
* From family members, relative etc.
* From good brand value of pharmaceuticals companies

 Samples - sex
Chart Title

59

MALE

41

FEMALE

10

20

30

40

50

Respondents

Fig.1.1 Graph showing ratio of sex w.r.t. 100 samples

60

70

Q1.Do you know about ayurvedic medicines or treatments?

Chart Title
3

NO

97

YES

20

40

60

80

100

120

Respondents
Fig.1.2 Graph showing knowledge about ayurvedic medicines or
treatments
ANSWER CHOICES

RESPONSES

YES

97.00%

NO

03.00%

Q2.Do you prefer ayurvedic medicine in

ACUTE

YES
NO
CHRONIC

10

20

30

40

50

60

Respondents
Fig.1.3 shows responses preference of ayurvedic medicine in acute and
chronic symptoms
YES

NO

TOTAL

ACUTE DISEASES LIKE

COMMON
COLD,FEVER,COUGH?

55.79%
53

44.21%
42

95

CHRONIC DISEASES LIKE

DIABETES,HYPERTENSION?

44.68%
42

55.32%
52

94

Q3.Do you know about basic ayurvedic therapies like

panchkarma,shirodhara ?

YES
NO

10

20

30

40

50

60

70

80

Respondents
Fig.1.4 shows that samples having basic knowledge of ayurvedic therapies like
panchkarma,shirodhara
ANSWER CHOICES

RESPONSES

YES

32.32%

32

NO

67.68%

67

TOTAL

99

Q4.Did you take any ayurvedic medicine or treatment in past ?

54
YES
NO
46

42

44

46

48

50

52

54

56

Respondents
Fig.1.5 shows that responses of samples who had taken ayurvedic
medicine/treatment in past.
ANSWER CHOICES

RESPONSES

YES

46.00%

46

NO

54.00%

54

TOTAL

100

Q5. According to you,what are the reasons behind you take ayurvedic medicines
or
treatment?

Strongly disagree; 2%
Strongly disagree; 13%
Disagree; 7%
Strongly agree; 30%
neutral; 15%

Strongly agree; 13% Disagree; 20%

Agree; 47%

neutral; 18%

Agree; 35%

Fig.1.6 Ayurvedic therapy have

less side effect w.r.t Q.5(a)

Fig.1.7 Ayurvedic medicines cure the disease by destroy the root cause of disease,so as it cannot reoccur w.r.t Q.5(b)

Strongly agree; 7% Strongly disagree; 2%

Agree; 33%

Disagree; 20%
neutral; 39%

Fig.1.8 Ayurvedic medicines have low cost compare to other therapys medicines Q.5(c)

Strongly agree; 7%
Strongly disagree; 17%
Agree; 37%

Disagree; 22%
neutral; 17%

Fig.1.9 Are you pushed byfamily member,friend or relative to take ayurvedic medicine or treatment Q.5(d)

Strongly agree; 4% Strongly disagree; 9%

Strongly agree; 4%

Agree; 30%

Disagree; 22%

Agree; 22% Strongly disagree; 11%

Disagree; 30%
neutral; 33%

neutral; 35%

Fig.1.10 Are you influenced by watching television advertisements, social media, news papers etc Q.5(e)Fig1.11 Are you influenced from Some of ayurvedic pharmaceuticals companies which have good brand value Q.5(f)

45

43
40

40

40

40

35
30
30

25
21

No of
respondents

19

20

15

14
11

13

12
10

10

8
5

Q6 b

Q.6 a

Agree
Neutral
Disagree

Q.6 c

Q.6 d

Q6. e

Q.6 f

Fig 2.1 showing responses for Questions 5 (a-f) w.r .t Agreements to questions

Q.6. According to you,what are the reasons behind you did not take ayurvedic
medicines or treatment?

Strongly agree; 5% Strongly disagree; 4%

Agree; 49%

Disagree; 16%
neutral; 25%

Strongly disagree; 2% Disagree; 2%

Strongly agree; 20% neutral; 22%
Agree; 54%

Fig.1.12 Ayurvedic medicine or treatment are costly compare to other therapys medicines Q.6(a) Fig.1.13 Ayurvedic medicines is hard to take because of some medicines form like avelah, arisht (alcoholic form ), powder, taste Q.6(b)

Strongly disagree; 2% Disagree; 4%

Strongly agree; 24% neutral; 16%
Agree; 55%

Fig.1.13 Ayurvedic treatment take long time in cure from a disease compare to other therapies Q.6(c)

Strongly disagree; 2%

Disagree; 7%
Strongly agree; 25%
neutral; 18%
Agree; 47%

Fig.1.14 Ayurvedic medicines are not properly available in the market Q.6(d)

Strongly disagree; 2% Disagree; 6%

Strongly agree; 38%

neutral; 15%
Agree; 38%

Fig.1.15 Ayurvedic hospitals and clinics are less in numbers to find proper treatment Q.6(e)

Strongly disagree; 4%
Strongly agree; 16% Disagree; 31%
Agree; 25%
neutral; 24%

Fig.1.16 Ayurvedic therapy are less effective compare to other therapies Q.6(f)

Strongly agree; 17%

Strongly disagree; 2%
Disagree; 5%
Strongly agree; 18%

Agree; 24%

Strongly disagree; 35%

neutral; 6% Disagree; 19%

neutral; 18%
Agree; 56%

Fig1.17 Some ayurvedic pharmaceuticals brand value are not good in the market Q.6(g)

Fig.1.18 Not having so much knowledge about benefits of ayurvedic medicines and treatment Q.6(h)

45

43
40

40

41

40

40

35
30

29

30

25

No of
respondent
s

22

21
19

20

15

14
11

13

12
10

10

10
8
5

Q6 b

Q.6 a

Agree
Neutral
Disagree

Q.6 c

Q.6 d

Q6. e

Q.6 f

Q6. g

Q6. h

Fig.2.2 showing responses Questions 6(a-h) w.r.t Agreements to

questions

Q.7. Do you recommend ayurvedic medicines or treatment to other patients.

YES
NO

10

20

30

40

50

60

70

80

90

100

ANSWER CHOICES

RESPONSES

YES

89.80%

88

NO

10.20%

10

TOTAL

98

DISCUSSION

*55.79 percent consumers prefer ayurvedic medicines in acute

diseases and only 44.68 percent in chronic diseases.

*88.3 percent consumers agree that they dont take ayurvedic
medicine because its take long time in cure.
*86.56 percent consumers agree that they dont take ayurvedic
medicines because of bad brand value of pharmaceutical
company.
*84.07 percent consumers agree that they dont take ayurvedic
medicines because of form of medicine
*76.92 percent consumers agree that they dont take ayurvedic
treatment beacause of less number of hospitals.
*73.73 percent consumers agree that they dont take ayurvedic
treatment beacause of medicines no properly available in
market.

* Only 38 percent consumers agree that they influenced through TV

advertisement and social media.

* Only 34 percent consumers agree that they influenced through family
members and relatives.
* Only 25 percent consumers agree that they influenced through good
brand value of company.

Continue
Hypothesis are rejected that More than 50 percent Consumers take
ayurvedic medicines in chronic diseases.
Hypothesis are accepted that Major reasons for negative attitude
towards ayurvedic treatment are
* Form of medicine
* Taking long time in cure
* Hospitals are less in numbers
* Pharmaceuticals companies have bad brand value
* Medicines not properly available in market
Hypothesis are rejected that People are influenced to taking
ayurvedic treatment are
* From Tv advertisements and social media
* From family members, relative etc.
* From good brand value of pharmaceuticals companies

*Limitation
* Sample size is limited.
* Data collected from some college students
IIHMR university , JECRC college , Subodh
college .

of

*Conclusions
* In reference to acute and chronic diseases Consumers

perception towards ayurvedic medicines have no so much

difference.
* Conclusion is that consumers attitude towards ayurvedic
treatment is negative because of form of medicine, less in
number of hospitals, bad brand value of pharmaceutical
companies, medicines not properly available in market
and they take long time in cure. So government and
pharmaceuticals companies give attention in this
direction.
* Further study is required to explore more in this
direction .

*Refrences
* Md. Irshad Ali and Manmohan Yadav study A STUDY OF

CONSUMER PERCEPTION OF HERBAL PRODUCTS IN BHOPAL

in International Journal of Management Studies - ISSN(Print) 22490302 ISSN (Online)2231-2528 .
* Research summary of A Study of Consumers Perception Towards
Ayurvedic Drugs Vis-A-Vis Allopathic Drugs.
* Vikrant Arya, Raneev Thakur, Suresh Kumar, Sanjeev Kumar study on
(2012) -CONSUMER BUYING BEHAVIOUR TOWARDS
AYURVEDIC MEDICINES / PRODUCTS IN JOGINDER NAGAR in
Ayurpharm Int J Ayur Alli Sci., Vol.1, No.3 (2012) Pages 60 - 64 .
* Dr. Suvarna M. Deshpande,(June. 2015) Study of Current Market
Scenario & Marketing Prospects against Changing Attitude of
Consumers towards Buying Of Ayurvedic Medicines in India,
* Consumers Perception For Ayurvedic Therapy In Rural Market
With Special Reference To Nashik District. by Prof. Rajeev V. Sawant.