Awareness Of Consumers Towards Various Aspects Of Ayurvedic Products In Chennai City

Abstract

In the recent years, consumption of ayurvedic products among the people in Chenani city has rapidly increased. Since, people get knowledge about harmfulness of non-ayurvedic products and medicinal and other benefits of ayurvedic products. But for enjoying absolute benefits of consuming ayurvedic products is possible when the consumers have complete awareness about various aspects of ayurvedic products. In this view, the researcher studied the awareness level of the consumers towards various aspects of ayurvedic products. The area of the study is Chennai city of the state of Tamilnadu. The sample size of the study is 536 consumers. The primary data were collected using a well-structured questionnaire. The researcher applied the statistical tools of percentage analysis, mean, standard deviation, coefficient of variation, ‘t’ test and One-way ANOVA for analyzing the data. The study evidenced that ingredients and medicinal properties, a significant number of respondents exhibited partial awareness, possessing limited knowledge about the chemical components and specific ingredients utilized in Ayurvedic formulations. Awareness related to safety and authenticity was notably lower, particularly in terms of verifying legitimacy and the necessity for expert advice, although knowledge about product expiration was comparatively higher. In terms of availability, the majority of respondents recognized the presence of Ayurvedic products in online marketplaces and acknowledged the existence of alternative brands, although their understanding of brand diversity was inconsistent.