A STUDY OF CONSUMER PERCEPTION OF HERBAL PRODUCTS IN BHOPAL (WITH SPECIAL REFERENCE TO VINDHYA HERBAL PRODUCTS)
Keywords:
Vindhya Herbal, consumer perception, familiarity, favourabilityAbstract
The Indian herbal market is flooded with numerous well-known and recognised herbal brands. Vindhya Herbal is an initiative of Madhya Pradesh government to provide unadulterated ayurvedic products to the people and for generating gainful employment for the vulnerable and downtrodden section of the society. The study is to examine existing state of Vindhya Herbal in Bhopal, its birthplace. Besides, this study talks about other parameters like benefits/attributes consumer acquaintances with herbal products, awareness, preferential, source of knowledge, usage and attitude related to herbal products.
Only 23 percent consumers responded to have used Vindhya herbal. Those who have used Vindhya herbal have preference it, if available in a nearby store. Most of the respondents mentioned that herbal products are prepared from the natural ingredient, as a result faced no side effect. Purchase of herbal products primarily takes place on a monthly basis and use on a daily basis. Doctors, family members and mass media were reliable sources and the respondents trust on their recommendations for buying fresh herbal products. Desirability for further information was high among consumers related to herbal products.
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