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A Study of Ayurvedic Companies on Consumer Behaviour

Article in International Journal of Innovative Technology and Exploring Engineering · November 2019
DOI: 10.35940/ijitee.L1010.10812S319

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 International Journal of Innovative Technology and Exploring Engineering (IJITEE)
ISSN: 2278-3075, Volume-8 Issue-12S3, October 2019

A Study of Ayurvedic Companies on Consumer

Behaviour
Shipra Gupta, Preeti Sharma

Abstract: The Indian FMCG is the fourth largest sector in the

economy. In India, raw materials are cheaper and availability of II. OBJECTIVES
labor are easy than other place. India may be got benefit in this
worldwide competitive Era. Many numbers of ayurvedic 1. To know about the buying behavior of consumer.
companies are available in India. Few companies are 2. Are the budget policies impacted to market strategy
maintaining their loyalty and believe in customers. Maximum of this company?
countries of whole world appreciate the ayurvedic medicine of Scope of the study
Indian companies. In this manuscript a questionnaire is filled by The present study analyzed the Marketing Strategy,
50 respondents to know about the consumers’ perception consumer buying behavior and the problems faced by
regarding mainly three Ayurveda company and their common
seasonal products of Dabur.
brand. This questionnaire is fulfilled by different variables. After
the analysis of this study it has been concluded that mostly Data collection
consumers like the company Dabur and its product The study is based on the primary data & secondary data.
Chyawanprash. This manuscript will be very fruitful for the The relevant and required data are collected through
consumers and researchers. questionnaire which is filled by the correspondents.
Sample size
Keywords: Ayurvedic companies, comparative study, product
chyawanprash, consumers buying behavior. For this study, fifty consumers are selected. The consumers
are of different ages and places. Plan of analysis
I. INTRODUCTION The researcher has used the statistical tools like percentage
for analyzing the data. Percentage analysis is used to
Dabur India Limited has a renowned presence for its analyze the contribution of individual. It is used to analyze
momentous achievements started from 1884 by Burman the result of the answers of the questionnaire.
family. Now its guidelines have a status of market products
leadership. The reason of the success of this company is due 1. Dabur Vatika - Premium hair care
to its dedication to various aspects like: nature, corporate 2. Hajmola - Tasty digestives
and process hygiene, dynamic leadership and fulfil its 3. Réal - Fruit juices & beverages
commitment with partners and stakeholders. Due to the 4. Fem - Fairness bleaches & skin care products
above aspects this company has a separate entity. The main 5. Dabur Chyawanprash – Health Care product
strategic business units of Dabur India Limited can divided 6. Honey – Food Product
into three divisions, these are Consumer Health Division, 7. Dabur Amla – Hair oil
Consumer Care Division, International Business Division. 8. Red Thoothpaste – Health Care
This company has Dabur International, Fem Care Pharma 9. Lal Dant Manjan – Health Care
and newu are the three main subsidiary group companies. 10. Glucose – Health Care
This company has spread its ultra- modern manufacturing 11. Odonil – Home Care
units around the world. The market area of this company is 12. Babool – Personal Care
associated with more than sixty countries. This company has Objective of the study
a wider and deep market by the association with a number of 1. Awareness of people through different variables for
agents, distributors and retail outlet all around the whole different company’s chyawanprash.
world. This company is known by its loyalty more than 131 2. Sources from which the respondents gets the knowledge
years. Now Dabur is the most popular Indian company about the innovative products.
famous for its quality and loyal brand. This company
provides largest selling products in the world as Ayurevdic III. DATA ANALYSIS AND INTERPRETATION
and Natural Health Care based.
1. Age of Consumers: The age variables of Consumers
regarding Chyawanprash shows that 12% consumers
fall in the age group of 30-40 years, 20% fall in the
age group of 41-50 years, 32% fall in 51-60 years
and rest 36% are in the group of 60 years & above.
Revised Manuscript Received on October 02, 2019. 2. Education Status: The education status of
Shipra Gupta, Associate Professor, Department of Commerce, Consumers regarding Chyawanprash shows that
Graphic Era Hill University, Dehradun 10% consumers are illiterate, 20% get primary
Email: drshipragupta16@[Link] education, 38% are
CA Preeti Sharma, Department of Commerce, Graphic Era Deemed under graduates and
to be University, Dehradun
rest 32% are
graduates.

Retrieval Number: L101010812S319/2019©BEIESP Published By:

94 Blue Eyes Intelligence Engineering
DOI: 10.35940/ijitee.L1010.10812S319
and Sciences Publication
 A Study of Ayurvedic Companies on Consumer Behaviour

3. Occupation: Different type of occupation of awareness level of Consumers of Dabur Chyawanprash. It

Consumers regarding Chyawanprash shows that shows that the maximum number 72% consumers are aware
24% consumers are doing agriculture, 34% are about Dabur. Variable 5 shows the brand preferred by
government employees, 16% aredoing private jobs Consumers. It shows that the maximum number 76%
and rest 26% are from other occupation. consumers prefer Dabur. Variable 6 shows the reason why
4. Awareness of Different Brands: The awareness level Consumers choose the particular brand. It shows that the
of Consumers regarding Chyawanprash shows that maximum number 36% consumers choose it because it
72% consumers are aware about Dabur, 12% are healthy. Variable 7 shows the satisfaction level of
aware about Baidyanath, 08% are aware about Consumers. It shows that the maximum number 62%
Zandu and rest 08% are aware about all the three. consumers are satisfied with Dabur. Variable 8 shows the
5. Brand preferred by Consumers: The brand preferred medium through which Consumers gets the knowledge of
by Consumers shows that 76% consumers prefer the brands. It shows that the maximum number 70%
Dabur, 14% prefer Baidyanath and 10% prefer consumers get knowledge through television. Variable 9
Zandu. shows the result of unavailability of preferred brands. It
6. Reason To Choose the particular Brand: The reason shows that the maximum number 46% consumers wait for
why Consumers choose the particular brand. It the product. Variable 10 shows the preferred size of the
shows that 36% consumers choose it because it pack. It shows that the maximum number 48% consumers
healthy, 28% choose the brand because they are like to purchase 500 gram pack. Variable 11 shows the
loyal to the particular brand, 20% of the respondents reason for preferred pack size. It shows that the maximum
prefer it due to its taste and rest 16% due to price. number 52% consumers purchase it due to availability.
7. Satisfaction Level of Consumers: The satisfaction Variable 12 shows the reason for frequency of purchase. It
level of Consumers shows that 62% consumers are shows that the maximum number 72% consumers purchase
satisfied with Dabur, 16% are satisfied with it monthly.
Baidyanath and 22% are satisfied with Zandu.
8. Medium of Knowledge: The medium through V. SUGGESTIONS
which Consumers gets the knowledge of the brands
Company should be focused on the growth of other products
shows that 70% consumers get knowledge through
range. Provide the complete knowledge about the product to
television, 22% get knowledge through newspaper
the consumer. Company should take more initiative to
and 08% get knowledge through internet.
enhance the visibility of the brand. Provide the new products
9. Result of Unavailability: The result of unavailability
with new features to the users within easy approach. As
of preferred brands shows that 46% consumers wait
Dabur Chyawanprash is the seasonal Product that can be use
for the product, 36% purchase another brand & 18%
only in winters, the new research can be undertaken so that
purchase whatever preferred by the retailer.
new product can be launched in the market which can be
10. Preferred Size of Pack: The preferred size of the
consumed the whole year. It also helps in increasing sales of
pack shows that 30% consumers purchase 250 gram
the particular product.
pack, 48% consumers like to purchase 500 gram
pack & 22% consumers purchase 1 kg pack.
VI. CONCLUSION
11. Reason for Preferred Pack size: The reason for
preferred pack size of the Chyawanprash shows that By the above analysis it has been concluded that many
52% consumers purchase it due to availability, 24% Ayurveda company and their one brand Chyawanprash has
consumers purchase it due to price, 12% due to been tested by different aspects or variables by 50
family size & 12% due to storage. respondents. These variables are verified by age, education
12. Frequency of Purchase: The reason for frequency of status, occupation, awareness level, brand preference, reason
purchase the Ayurveda product Chyawanprash that for choosing the brand, satisfaction level of consumers,
72% consumers purchase it monthly, 16% knowing about the medium of brand, result of unavailability
consumers purchase it once in two months & 12% of preferred brands, preferred size of the pack, reason for
purchase it once in 3 Months. preferred pack size and reason for frequency of purchase
the particular product by a chyawanprash user. After the
study of these factors , we can say mostly consumers are
IV. FINDINGS preffered the company Dabur and its product Dabur
Chyawanprash. So, Dabur Chyawanprash is one of the best
From the above data, by variable 1 it has been concluded
product range of this company.
age variables of consumers of Dabur chyawanprash. There
are the maximum number 36% consumers of Dabur
REFERENCES
chyawanprash are fall in the age group of 60 years and
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under graduates those who are using this company product. 2. Saxena Ranjan, Marketing Management; TATA Mcgraw Hill, 4th
Variable 3 shows the type of occupation of Consumers of Edition, 2000.
Dabur Chyawanprash. It shows that the maximum number
34% are government employees. Variable 4 shows

Retrieval Number: L101010812S319/2019©BEIESP Published By:

95 Blue Eyes Intelligence Engineering
DOI: 10.35940/ijitee.L1010.10812S319
and Sciences Publication
 International Journal of Innovative Technology and Exploring Engineering (IJITEE)
ISSN: 2278-3075, Volume-8 Issue-12S3, October 2019

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Retrieval Number: L101010812S319/2019©BEIESP Published By:

96 Blue Eyes Intelligence Engineering
DOI: 10.35940/ijitee.L1010.10812S319
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