Consumers Perception And Preference Towards Ayurvedic Medicines Post Covid-19 In Tamil Nadu

Abstract

Covid-19 Pandemic Has Ended In Massive Loss Of Valuable Human Lives And Their Family Members. It Caused Destruction Of Livelihoods As Well As Financial Crisis Of Unpredicted And Unexpected Levels Across The Globe. Indian Government In Association With Ministry Of Ayush Has Formulated Many Strategies And Preventive Measures To Handle The Situation Of Covid-19. These Strategies And Implementation Has Helped The People To Overcome The Early Stages Of Infection Caused By Corona Virus. Thus The Researcher Intends To Analyze The Perception And Preference Towards Ayurvedic Medicines After Covid-19 Among The General Public In Tamil Nadu. The Researcher Also Aimed To Find Out The Preference Given By The Respondents Towards Ayurvedic Medicines Frequently Taken By Them For Treating Different Types Of Illness. The Study Was Carried Among The Public Throughout Tamil Nadu. Convenience Sampling Method Was Used To Draw The Samples From The Study Area. The Sample Size Was 390 Respondents. Research Model Was Framed With The Variables Perception, Usage, Preference And Satisfaction. Four Hypotheses Were Framed For This Research. Primary Data Was Collected Through Well-Structured Questionnaire. Variables Such As Perception, Usage, Preference And Satisfaction Were Used In The Questionnaire. The Data Collected From The Public Were Analyzed Using Spss Version 26 And Amos 23 For Structural Equation Modelling. The Correlation Coefficients Of Perception Towards Usage And Preference Towards Usage Are Significant At The 0.05 Significance Level. This Indicates That Usage As A Mediating Variable Partially Mediating The Relationship Of Perception Of The Consumers And Preference Of The Consumers Towards Ayurveda Medicines. Perception Towards Preference Are Significant At 0.05 Significance Level. On The Other Hand, Correlation Coefficient Of Usage Towards Satisfaction Is Non-Significant. The Proposed Research Model And Hypotheses Were Tested And Proved.