A STUDY ON CONSUMER BEHAVIOUR ON CONSUMPTION OF AYURVEDIC

PRODUCTS BEFORE AND DURING PANDEMIC

AUTHORS:
MR. VENKATESH BOIN
SIES COLLEGE OF COMMERCE AND ECONOMICS, SION EAST, MUMBAI

MENTOR
Dr. Rinkesh Chheda · Assistant Professor & Research Guide at SIES COLLEGE OF COMMERCE
AND ECONOMICS, SION EAST, MUMBAI
ABSTRACT
India can be a rustic where Ayurveda was born. And expend its goodwill across the globe. Earlier
Ayurveda was been employed in India to cure illness and disease. As covid-19 hit it changed, the
mind of consumers towards their health and brought the perspective of being healthy and immune.
Before covid people were not taking hygiene a serious problem but when it started it showed us an
incline in hygiene part. During covid-19 customers used Ayurvedic products very carefully and by
analysing various aspects of their uses. Current research work is a trial to understand customers’
behaviour towards consumption of ayurvedic products before and during pandemic. For this,
researchers have collected data through a questionnaire and interpreted it.

Keywords
consumption of ayurvedic products before and during pandemic, immunity, hygiene.

INTRODUCTION
The ancient Indian medical system, also called Ayurveda, relies on ancient writings that depend upon
a “natural” and holistic approach to physical and mental state. Ayurvedic medicine is one among the
world’s oldest medical systems and remains one in all India’s traditional health care systems..
Consumers around the globe are showing an increased interest in protecting their health and
increasing their immunity. In India, that always means Ayurveda, the country’s ancient system of
drugs. Companies like Dabur India Ltd. and also the Himalaya Drug Co. are seeing high demand for
ancient and cultural products like chyawanprash (a cooked mixture containing Indian gooseberry or
amla, honey, sugar, ghee, herbs, and spices) and proprietary supplements like Septilin, which mixes
ayurvedic ingredients including licorice and Guduchi. The demand for food supplements and
immunity boosters is increasing across the world as consumers move from curative medicine to
proactive and preventive healthcare. iii Long-term health immunity is at the forefront of consumer
concerns and it's bringing into the spotlight various progressive alternatives to health and wellness.
This paper explains how customers have been reacting on consumption of ayurvedic products before
and during the pandemic. It is very important to know the factors that creates the desire for customers
to buy that product. Hence this study concludes the consumer behaviour towards consumption of
ayurvedic products before and during pandemic.

OBJECTIVES: -
1. To study the behaviour of consumers towards ayurvedic products and medicine
2. To study the perception of consumers towards ayurvedic products.
3. To study the challenges that consumers faced before and after pandemic.

SCOPE
This study has age group from 18-65years.we have collected data from all people. Total no of people
is as, we conducted online Questionnaire to cover major areas among the people. This survey
includes 19 questions. This study focuses on the consumer behaviour towards ayurvedic products
before and during pandemic.
RESEARCH METHODOLOGY
This research comprises of primary data and secondary data. The primary data we prepared a
questionnaire to it was responded by 20 people out of 100 that I have spread to the people in India.

LITERATURE REVIEW
Vani Nikhil Laturkar Consumer Behaviour Towards Over-the-Counter Herbal Products in India
Descriptive Study The findings revealed that individuals prefer herbal products due to changing socio-
economic structures and therefore the functioning of society. Consumers get more influenced
primarily due to advertisements and followed by the recommendation of family relatives and friends.
Consumers are loyal to herbal medicines.
Manjusha K Borde, H.N. Lalao, I.P. Seeta Mohanty Ray, T. Sanjeeva Kumar Gond (2014) Health
Awareness and Popularity of Allopathic, Ayurvedic and Homeopathic System of Medicine among
Navi Mumbai Population. In this study the most important factor for choosing Ayurveda medicine is
its efficacy and no side effects. Where for Allopathic medicine, consumers prefer it in case of
emergency.
Dixit Kapil, Times of India (2013) People Prefer Going for Ayurvedic
Treatment Be it a common disease like fever, cough and cold,
constipation or diarrheal, arthritis and urine problem, the Ayurvedic drugs are in great demand with
patients approaching AYUSH doctors for the treatment.

Ajay Kumar Meena, Praveen Bansal, Sanjeev Kumar (2009Plants-Herbal Wealth as a Potential
Source ayurvedically Drugs. friendly nature both and minimum side effected demand for food
supplements and immunity boosters is increasing across the globe as consumers move from curative
medicine to proactive and preventive HealthCare Long-term health immunity is at the forefront of
consumer concerns and it is bringing into spotlight various progressive alternatives to health and
wellness.

Data analysis/data interpretation

Total no of respondents was 17 out of which 76.5% were male and 23.5% were female
The age group of 15-25 were 82.4% and the age group of 26-35 were 17.6%

in this above figure it shows that before pandemic 70.6% of the people were already using it whereas
only 29.4% of people were not using it.
 This shows that almost 94.1% of people have used ayurvedic product when we asked the reason most
of the people answered that they were trying trying to boost their immunity to get secured from the
virus

In this above figure it shows that before pandemic 100% of the respondents bought their prouducts
through physical store.
 In this above figure it shows that during pandemic 82.4% of people bought the products through
physical store and 17.6% of people bought through online store. We can see the increase in online
store.

in this above figure we found that people have used dabur the most and following the other products
We found that 82.4% of people have become aware of ayurvedic products and its uses whereas 17.6
people have not.

when we asked this question 41.2% of people were using chyawanprash, 11.8% giloy, 11.8%
ashwagandha, 35.3% tulsi.
 befor the pandemic 82.4% of people have used paracetamol to treat common flu whereas 17.6% of
people have used ayurvedic products.

In the above figure we can see that there is an increase in ayurvedic medicine due to corona.
When it comes to taking care of skin most of the people consider using ayurvedic products to their
skin.
When we asked this question their was a slight increase in chemical products.

Then we asked about immunity before pandemic most of the people didn’t know any of the tips or
knowledge about ayurveda before pandemic
During pandemic 76.5% of people had knowledge about ayurvedic and 23.5% didn’t had any.

Most of the people think that goldden days of ayurveda is back.

Most of the people think that golden days of ayurveda is back.

CONCLUSION
In this study we found that before corona people were less likely to know about ayurvedic products
but when we asked about their wellbeing in regards to ayurvedic product consumption there was an
increase in use of the ayurvedic product and also there was an increase in sales of ayurvedic product.
People were more aware of ayurvedic products and its effective due to the pandemic which helped
people to go fully organic and treat their body very much effectively.

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