A comparative study on essentiality of marketing practices for the promotion of ayurvedic medicines

Ubiquitous practice of marketing activities has become an integral part of successful business today, as they all are encircled by marketing strategies of its competitors. Like every business, Indian Traditional Medicine marketers too, cannot escape from the same. Keeping the essentiality of marketing activities in mind, the present comparative study incorporated the views of perpetual and non-perpetual users of ayurvedic medicines to explore: the most effective medium as a source of information and; role of advertising & promotional schemes in promotion of ayurvedic medicines. Present empirical study incorporated views of 613 users of ayurvedic medicines from six selected cities of Gujarat State through convenience sampling method. Results of comparative study supports the notion that users encompass similar views as far as preferred medium as a source of information is concerned, while their opinion vary in terms of essentiality of advertisement and promotional schemes for the promotion of ayurvedic medicines in Gujarat.