Consumer’s Perception for Ayurvedic Therapy in Rural Market with Special Reference to Nashik District.

Topics: Alternative medicine, Ayurveda, Medicine Pages: 7 (2290 words) Published: May 5, 2013
Consumer’s perception for Ayurvedic therapy in rural market with special reference to Nashik district. From-
Prof. Rajeev V. Sawant
B. Pharm, M. A. (Eco), PGDBM, MMS (Mktg.)
PhD Research Scholar, Tilak Maharashtra Vidyapeeth, Pune
Samarth Group of Institutions, Faculty of Management, Belhe, Pune.

ABSTRACT:-
Ayurveda aims at creating optimal health and well –being through a comprehensive approach that includes mind, body, behavior and environment. Ayurveda proposes maintenance and promotion of positive health and cure of disease through medicine, dietary restrictions and regulated life style. The study was undertaken in the rural market of Nashik district. The questionnaire was administered on 300 respondents (182 Males/118 Females). The valid responses were 282 (178 Males/ 102 Females). Findings about consumer’s perceptions regarding the Ayurvedic Products indicated that 64% people use Ayurvedic Products on regular basis, while 22% are using with other medications, 14% of them have used once or twice. Analysis revealed that, there is no significance difference between male and female consumers on their experience for Ayurvedic products. The rural area consumers know and preferred Ayurvedic products at large.

Key Words – Ayurveda, Rural Market, Preference, Perception, Life style.

Author Details -
Name of Author: Prof. Rajeev V. Sawant
Designation: Professor
Organisation Name & Postal Address for correspondence:
Samarth Group of Institutions, Faculty of Management,
A/P. Belhe, Tal. Junnar, Dist. Pune – 412 410
Author Mobile Number: 9404202534
Author Email Id: rajeev15_sawant@yahoo.com

Consumer’s perception in rural market for Ayurvedic therapy with special reference to Nasik district. Prof. Rajeev V. Sawant
B. Pharm, M. A. (Eco), PGDBM, MMS (Mktg.)
PhD Research Scholar, Tilak Maharashtra Vidyapeeth, Pune
Samarth Group of Institutions, Faculty of Management, Belhe, Pune.

ABSTRACT:-
Ayurveda aims at creating optimal health and well –being through a comprehensive approach that includes mind, body, behavior and environment. Ayurveda proposes maintenance and promotion of positive health and cure of disease through medicine, dietary restrictions and regulated life style. The study was undertaken in the rural market of Nasik district. The questionnaire was administered on 300 respondents (182 Males/118 Females). The valid responses were 282 (178 Males/ 102 Females). Findings about consumer’s perceptions regarding the Ayurveda Products indicated that 64% people use Ayurveda Products on regular basis, while 22% are using with other medications, 14% of them have used once or twice. Analysis revealed that, there is no significance difference between male and female consumers on their experience for Ayurveda products. The rural area consumers know and preferred Ayurveda products at large. Key Words – Ayurveda, Rural Market, Preference, Perception, Life style. Introduction –

The predominantly rural character of India’s national economy is reflected in very high proportion of its population living in rural areas. In comparison to just 5161 towns in India there are 6, 38,365 villages in India. This in itself is an indicator where the real India resides. As per NSS data 63% of consumer expenditure in the country comes from the rural market. However the rural sector in India suffers from different kind of problems, some areas are having enough money but their level of awareness is less. There are many areas where economic empowerment, education, health are major problems. The rural market is scattered and spread over wide geographical areas. Rural market in Maharashtra has tremendous potential for Ayurveda Industry but very few know how to either identify these consumers or reach out them. Remoteness and low spending capabilities are the reasons for not conceptualizing dedicated rural marketing strategies. This situation is changing with growing rural prosperity and need information to resolve...

References: Bhatt,Dr Arun MD( Med) FICP(Ind) MFPM(UK),President, ClinInvent Research Pvt. Ltd,Mumbai(2008),Ayurvedic Herbal Industry:QUEST for Global Acceptance.
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