Purpose: Ayurveda which is one of the oldest healing sciences is considered a holistic healing system. In Sanskrit, the word ‘Ayurveda’ means ‘The Science of Life.’ The knowledge of Ayurveda originated in India over a period of more than 5000 years. It is also called as “mother of all the healing.” It is based on the belief that the wellness of a human body depends on a proper balance between three aspects like mind, body, and spirit. Several drugs and health products have been produced since ancient times. The present study is focused on assessing the performance of Dabur India Company through the profitability ratio, identifying the variations in various profitability components, and understanding the CSR activities initiated by Dabur India Ltd and how the CSR activities will help the organisation to increase the sales which will help to increase the profit. Methodology: This qualitative research paper is based on secondary data which is obtained from the research papers published in various journals, newspapers, articles, annual reports of the company, and articles related to this study. Findings: Nowadays people have changed their mindset while purchasing the products especially while purchasing intake items. They prefer ayurvedic products instead of chemical products. Even the herbal product manufacturing companies are performing well in terms of revenue. They are becoming famous through their good performance in terms of increased sales, and satisfied customers. It is also found that the consumers are flexible. They are not sticking to one brand. Fewer side effects, the permanent curing nature of the herbal products made the consumers buy more and more herbal products. Originality: The significance of the profitability ratio, changes in profitability components, profitability ratio analysis, CSR initiatives, and Dabur Company's ABCD listing are all covered here. Value: This study will help to evaluate the performance of the herbal products of Dabur India Ltd in terms of revenue, EPS, Return on Equity, Return on Total Assets, etc. This study will also provide information about how much the company is concerned about the public through their CSR activities. Paper Type: Case Study of the Company.
Purpose: Ayurveda is a traditional natural and holistic medical system that was transmitted orally through a lineage of sages. It is thought of as the study of life. It offers information on eradicating the paths that lead to the spread of diseases as well as how to prevent infections altogether. The Charaka Samhita, Sushruta Samhita, and Ashtanga Hrudaya are the three oldest texts on Ayurveda. They describe the effects of five elements—earth, water, air, fire, and space—on a person's system and emphasise the significance of maintaining these elements' balance so that people can live healthy and happy life. Numerous businesses produce ayurvedic goods. One of the ayurvedic businesses, The Himalaya Company, was established in 1930 by Mr. M. Mrunal to modernise the ancient Indian science of Ayurveda and introduce it to the public. The researcher concentrated on presenting the Himalaya Company's advantages, disadvantages, opportunities, and challenges, the various wellness products the company produces, the marketing tactics employed, and the company's marketing mix. Methodology: This qualitative research paper is based on secondary data which is obtained from the research papers published in various journals, books, newspapers, articles, annual reports of the company, and articles related to this study. Findings: One of the company's key strengths is the name Himalaya. One of the top 10 ayurvedic businesses in India is Himalaya. A Good Manufacturing Certificate was received (GMP). When making the items, the company uses the Liquid Chromatography-Mass Spectrometry method. In order to address the growing demand for ayurvedic items, the company teamed up with Snapdeal. Additionally, they started the My Lakshya campaign, the main objective of which is to bridge the gap between their current and ideal careers. Originality: This article discusses the numerous wellness products made by Himalaya Company, the SWOC study of the company, its marketing techniques, and its overall marketing mix. Value: The study investigated if the company is strong enough in terms of quality by analysing the strengths, flaws, opportunities, and challenges. Paper Type: Case Study of the Company.
Purpose: Ayurveda, a system of conventional medicine with roots in ancient wisdom, has grown in importance in modern society and today plays a significant role in every aspect of human existence. Ayurveda gained notoriety due to its purity, safety, naturalness, and lack of adverse effects. The main objective of this study is to identify the various factors that influence how consumers buy ayurvedic products, how these factors foster consumer trust, how consumer trust is transformed into purchase intention, and finally, how consumer purchase intention is transformed into final consumer behaviour. Design/Methodology/Approach: Secondary sources are used to gather the information needed for the current investigation. This is based on an analysis of the literature that has already been published, including information from a variety of exploratory articles, papers, books, journals, and magazines. The information needed for the study was gathered via Google Scholars, Research Gate, and Science Direct. Results/ Findings: Consumer purchasing behaviour is influenced by a variety of factors. Manufacturers of ayurvedic products must take into account the different aspects that affect consumers' decisions to buy herbal products. The corporations can alter the things they are producing based on the analysis of these elements, making it simpler for marketers to promote their goods. Originality/Value: Through this review, the various factors influencing the buying habits of consumers who use ayurvedic products and other areas of the body of existing literature help manufacturers and marketers comprehend the influencing factors on the buying habits of customers of ayurvedic products so they can create their own marketing strategy to popularise the ayurvedic products, thereby increasing sales and profit. Type of Paper: Review of Literature
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