Vol. 2, Issue 2 (2017)
A study on customer buying behavior of selected ayurvedic healthcare products
Author(s): Suganya R, Dr. Hamsalakshmi R
Abstract: Ayurveda is a medical system that deals not only with body but with the mind and spirit as well. According to ayurveda, most diseases connected with the psychophysiologic and pathologic changes in the body are caused by imbalance in three different dosha (ie, vata, pitta, and kapha; the fundamental aim of ayurvedic therapy is to restore the balance between these three major body systems. Any imbalance can lead to inflammation (also called sopha). Almost seven different types of inflammation have been described in ayurveda. The ayurvedic definition of pittaja sopha (inflammation) encompasses the modern concept of inflammation, which is defined as redness, pain, heat, loss of function, and swelling. The balanced coordination of body, mind, and consciousness is the ayurvedic definition of health. From this point of view the research paper analysis selected ayurvedic healthcare products. The objective of the research work is to study about the customers buying behavior and their level of satisfaction towards selected Ayurvedic healthcare products. Tools used for the analysis are Garrett’s Ranking Technique, average ranking analysis and chi-square test it is concluded that all the customers are giving first rank for no chemical product and quality of the product, and most of the customers are satisfied of the ayurvedic healthcare product.