A STUDY ON THE CONSUMER BEHAVIOUR FOR AYURVEDIC PRODUCTS WITH SPECIAL REFERENCE TO CONSUMERS IN KOLKATA

Abstract

Ayurveda is the science of life- it is a system of traditional medicine native to the Indian sub-continent and practiced in other parts of the world as a form of alternative medicine. The Ayurvedic Industry is growing in India. India has a great role to play, as supplier of Ayurvedic products not only to meet the domestic needs, but also to take advantage of the tremendous export potential. Projection is being made that after information technology, Ayurvedic technology will be India’s biggest revenue earner. Ayurvedic products are gaining popularity in India and in world market. Despite well-practiced knowledge of Ayurvedic medicine and occurrence of many medicinal plants, the share of India in the global market is small. Growing awareness of harmful side effects of modern medicine has led to interest in Ayurveda at the international level as well as within India. Ayurveda treats the whole person, addressing the body, mind and spirit. In Ayurveda, a healthy person is defined as one for whom the three doshas (elements)—vata, pitta and kapha — are in equilibrium. The researcher is trying to do an intensive study of how and why, there has been a demand in the market share of the Ayurvedic Products in total market of all health products and medicines which has led to its sustainable growth of this medicine industry. It is generally a conglomeration of observation and data analysis that will lead to a factual analysis of the research area. The study is a demand of the consumer towards Ayurvedic products that will be based on the change in taste, preference, social and economic and scientific factors Ayurvedic pharmaceutical products are analysed. The research elucidates the scope of Ayurvedic product in the market in Kolkata. Moreover, the strategies towards developing the market to compete with its substitutes will be emphasized. Customers perception towards the Ayurvedic products is investigated. The growth and demand for the market is studied. It is generally a study of behaviour of consumer in the growing interest towards Ayurvedic products that is leading to be emerging sector in medicine industry and leading to a sustainable growth of the industry. The researcher wants to explore problem and prospects of Ayurvedic products with special reference to consumer behaviour in the district of Kolkata. The approach is collection of data using both quantitative and qualitative method. It is the collection of primary data by designing questions according to the need of the research. The broad objective of this study is to determine the customer-behaviour towards buying Ayurvedic products that may have increased or shifted which had led to the Ayurvedic industry to contribute to the sustainable growth in the market size. It aims at identifying the potential of the Ayurvedic products in Kolkata’s Market.