A STUDY TOWARDS PERCEPTION AND PREFERENCES OF CONSUMERS REGARDING AYURVEDIC MEDICINES FOR POST COVID PANDEMIC IN WESTERN U.P. (WITH SPECIAL REFERENCE TO MEERUT, MUZAFFARNAGAR, GAZIABAD AND BAGPAT)

Abstract

The objective of this paper is to exhibit the post Covid impact on perception and preferences of the Ayurvedic medicines for post Covid time in Western U.P. Government of India and Ministry of Ayush has drafted many plan of action and preventive steps to tackle  The researcher also aimed to find out the preference given by the respondents towards Ayurvedic Medicines for various illnesses. The study is carried out among the peoples of Western U.P. For sampling Convenience sampling techniques is applied to select the samples from the population. The size of the sample is 390 respondents. The Conceptual model is constructed with the variables like preference, usage perception and satisfaction. There are four hypotheses are constructed for the purpose of research. The data i.e. primary data is gathered with the structured questionnaire. Variables like preference, usage perception and satisfaction are apply in questionnaire. The primary data is being gathered from common peoples. The data is analyzed with the help of SPSS version 26 and AMOS 23 for Structural Equation Modeling. The correlation coefficients of Perception towards usage and Preference towards usage are significant at the 0.05 significance level. This shows that usage as a mediating variable partially mediating the relationship of perception of the consumers and preference of the consumers towards Ayurvedic medicines. Perception towards preference is significant at 0.05 significance level.  Correlation coefficient of usage towards satisfaction is non-significant. The given research model and hypotheses are tested and proved.