A STUDY ON CONSUMER PREFERENCE AND SATISFACTION TOWARDS HIMALAYA AYURVEDIC PRODUCTS IN COIMBATORE CITY

Marketing

The word ‘Ayurveda’ comes from the word ‘Ayur’ meaning ‘life’ and the word ‘veda’ meaning ‘to know’. Ayurveda means ‘the Science of life’, and is a medical system practiced in India, Sri Lanka and Nepal. Himalaya is a worldwide pioneer in the field of scientifically validated herbal healthcare. Its reputation is for clinically studied, pure, and safe herbal healthcare products that are based on extensive scientific validation and stringent quality controls. Himalaya is the present portfolio of pharmaceuticals, personal care, baby care, well-being and animal health products; Himalaya has evolved into a ‘head-to-heel’ herbal wellness company.This study is to identify the customers’ preference and satisfaction towards Himalaya products and to investigate the influence of product dimensions on customer satisfaction and customer loyalty as well as to understand the Himalaya effect of the product. In today’s life Himalaya is treated as an important ayurvedic product and Now a day’s consumers are aware in purchasing ayurvedic products. So the study consumer preference towards Himalaya Ayurvedic Products may offer a great potential to the market.

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