This document discusses consumer behavior and Ayurvedic products. It notes that research should transform data into information and knowledge to have impact. However, present Ayurvedic research is failing to disseminate knowledge from studies. For research to be valid, findings must be published in peer-reviewed journals. Herbal medicines are widely used but evidence of Ayurvedic products' safety and efficacy exists scattered across practitioners. The document also examines factors influencing consumer behavior, including social, personal, psychological factors and product attributes that consumers evaluate when making purchase decisions.

1. Consumer Behaviour and AyurvedicConsumer Behaviour and Ayurvedic
ProductsProducts
By
Sonika Chouhan

2. ResearchResearch
Research should be a process that converts data into information,Research should be a process that converts data into information,
information into knowledge and knowledge into wisdom. This is likeinformation into knowledge and knowledge into wisdom. This is like
transforming milk into ghee.transforming milk into ghee.
It should be more balanced and comprehensive. There should be equalIt should be more balanced and comprehensive. There should be equal
emphasis on literary, field, experimental and clinical research.emphasis on literary, field, experimental and clinical research.
It should be able to impact the fields of education, pharmacy and practiceIt should be able to impact the fields of education, pharmacy and practice
in a profound way.in a profound way.
Present day Ayurvedic Researches are failing in this respect as they are unablePresent day Ayurvedic Researches are failing in this respect as they are unable
to disseminate the knowledge gained from the researches.to disseminate the knowledge gained from the researches.

3. Any research work becomes valid and widely accepted when it isAny research work becomes valid and widely accepted when it is
published in peer reviewed journals.published in peer reviewed journals.
Documentation and publication of research findings is the main issue facedDocumentation and publication of research findings is the main issue faced
by Ayurveda in the global area.by Ayurveda in the global area.
There are many scattered evidences for the safety and efficacy of AyurvedaThere are many scattered evidences for the safety and efficacy of Ayurveda
drugs lying with many practitioners and researchers and non-governmentaldrugs lying with many practitioners and researchers and non-governmental
bodies.bodies.

4. Herbal medicine:Herbal medicine:
Herbal medicines are used by about 70-80% of the world population sinceHerbal medicines are used by about 70-80% of the world population since
they are non-toxic, affordable and with fewer side effects (WHO Geneva,they are non-toxic, affordable and with fewer side effects (WHO Geneva,
2011).2011).
Herbal products are used to cure minor ailments, fitness or maintenance ofHerbal products are used to cure minor ailments, fitness or maintenance of
health and also for chronic diseases (Samojlik, 2013).health and also for chronic diseases (Samojlik, 2013).
They are also bought as over the counter products (OTC) without a doctor’sThey are also bought as over the counter products (OTC) without a doctor’s
prescription like other drugs.prescription like other drugs.
The Indian traditional medicines have history of more than 5000 years andThe Indian traditional medicines have history of more than 5000 years and
it’s known as “Ayurveda”. The Ayurveda consists of both diet and remediesit’s known as “Ayurveda”. The Ayurveda consists of both diet and remedies
for preventing and treating the illness associated with body and mindfor preventing and treating the illness associated with body and mind..

5. Overview of Herbal Products:Overview of Herbal Products:
The word “herbs” has been derived from the Latin word “Herba” and being aThe word “herbs” has been derived from the Latin word “Herba” and being a
derivation of “Herbe”.derivation of “Herbe”.
The herb refers to all parts of the plant like leaves, stem, roots etc. that can beThe herb refers to all parts of the plant like leaves, stem, roots etc. that can be
used for flavoring or that has medicinal/nutritional value (George, 2002).used for flavoring or that has medicinal/nutritional value (George, 2002).
The herb has been used for medication purpose over years and years togetherThe herb has been used for medication purpose over years and years together
through various research and development.through various research and development.
This study highlights the preference and perception towards the herbalThis study highlights the preference and perception towards the herbal
products that ranges from raw to processed and packaged herb-basedproducts that ranges from raw to processed and packaged herb-based
supplements.supplements.

6. Consumer BehaviorConsumer Behavior

7. Satisfying the consumer’s need is more important than the expectations of theSatisfying the consumer’s need is more important than the expectations of the
managementmanagement..
For survival, there is not option before the companies but to understand andFor survival, there is not option before the companies but to understand and
adapt to consumer motivation and behavior.adapt to consumer motivation and behavior.
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8. Effective Marketing can positively influence the consumer, provided theEffective Marketing can positively influence the consumer, provided the
product/service offered satisfies his/her needs and expectations.product/service offered satisfies his/her needs and expectations.
The right marketing program can activate a latent demand and lead toThe right marketing program can activate a latent demand and lead to
successful sales.successful sales.
88

9. Characteristics Affecting …………..Characteristics Affecting …………..
…………….Consumer Behavior…………….Consumer Behavior
99

10. 1010
Factors Affecting Consumer Behavior: SocialFactors Affecting Consumer Behavior: Social
• Groups
• Membership
• Reference
• Family
• Husband, wife, kids
• Influencer, buyer, user
Roles and StatusRoles and Status
Social FactorsSocial Factors

11. 1111
Factors Affecting Consumer Behavior:Factors Affecting Consumer Behavior:
PersonalPersonal
Personal InfluencesPersonal Influences
•Age and Family Life Cycle StageAge and Family Life Cycle Stage
•OccupationOccupation
•Economic SituationEconomic Situation
•Personality & Self-ConceptPersonality & Self-Concept
Lifestyle IdentificationLifestyle Identification
•ActivitiesActivities
•InterestsInterests
•OpinionsOpinions

12. Psychological
Factors
MotivationMotivation
PerceptionPerception
LearningLearning
Beliefs and
Attitudes
Beliefs and
Attitudes
Factors Affecting Consumer Behavior:Factors Affecting Consumer Behavior:
PsychologicalPsychological

13. 1313

14. Product Attributes
Evaluation of Quality, Price, & Features
Degree of Importance
Which attributes matter most to me?
Brand Beliefs
What do I believe about each available brand?
Total Product Satisfaction
Based on what I’m looking for, how satisfied
would I be with each product?
Evaluation Procedures
Choosing a product (and brand) based on one
or more attributes.

15. 1515
Purchase Intention
Desire to buy the most preferred brand
Purchase Decision
Attitudes
of others
Unexpected
situational
factors

16. • After reviewing research papers, articles, websites, case studies it wasAfter reviewing research papers, articles, websites, case studies it was
inferred that consumer awareness is related to the consumer buyinginferred that consumer awareness is related to the consumer buying
behaviour towards the organic or green products.behaviour towards the organic or green products.
• Brand recognition is an important determinant of consumer awareness, asBrand recognition is an important determinant of consumer awareness, as
companies which cater the market and have captured the largest marketcompanies which cater the market and have captured the largest market
share are the ones which are actively promoting green products.share are the ones which are actively promoting green products.
• It was also declared that consumer’s awareness is the result of the webIt was also declared that consumer’s awareness is the result of the web
marketing or internet marketing and the initiatives taken by themarketing or internet marketing and the initiatives taken by the
government.government.
• Consumer’s level of environmental concern is related to theirConsumer’s level of environmental concern is related to their
consideration and willingness for buying the natural,eco-friendly or greenconsideration and willingness for buying the natural,eco-friendly or green
products Awareness effect is also mediated by the price.products Awareness effect is also mediated by the price.
ConclusionConclusion

17. • People who go for purchasing organic products or green products arePeople who go for purchasing organic products or green products are
mainly women, some studies revealed that younger generation is alsomainly women, some studies revealed that younger generation is also
active in buying the organic products ,active in buying the organic products ,
• however families with children were also admitting to have an interest inhowever families with children were also admitting to have an interest in
the eco-friendly products.the eco-friendly products.

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