Hemant Katole , Int. J. Res. Pharm. Sci., 2020, 11(1), 1097-1103 ORIGINAL ARTICLE INTERNATIONAL JOURNAL OF RESEARCH IN PHARMACEUTICAL SCIENCES Published by JK Welfare & Pharmascope Foundation Journal Home Page: www.pharmascope.org/ijrps Reasons of Customer Preference towards Allopathy versus Ayurvedic therapy Hemant Katole * Department of Management Sciences (PUMBA) Savitribai Phule Pune University, Pune, Maharashtra, India-411007 Article History: Received on: 03.09.2019 Revised on: 05.12.2019 Accepted on: 12.12.2019 Keywords: Medicines, Allopathy therapy, Ayurvedic therapy ABSTRACT The purpose of this research article was to identify the reasons of choos- ing/preferring Allopathy and Ayurvedic medicines in India. Based on the perception about medication therapy, patients either have a choice to pre- fer allopathy or ayurvedic therapy. In an ultimate combination of allopathic and ayurvedic medication will be very much inϑluenced and used by allo- pathic doctors. This research helps to know why patient prefer allopathy or ayurvedic therapy, whether demographic parameters affects the selection of medication therapy etc. For this research, the primary data were collected by using structured questionnaire, with sample of 1018 consumers. The ϑind- ings revealed that 72.88% of the consumers preferred Allopathic medicines in comparison with Ayurvedic (27.11%). Gender wise males preferred Allopa- thy medication while females prefer ayurvedic medicines. Age-wise, 61% of the respondents who prefer the allopathic system belong to the 21-40yrs age group, while only 22% of respondents who belong to this Age group prefer Ayurvedic as medication therapy. As per as expenses are concerned, 41.06 percent of respondents have a monthly expense on medication of Rs. 1000- 5000. Survey also reveals that post-graduated customers prefer Ayurvedic as medication therapy. Customer Prefer Allopathy Therapy because of conve- nient to hectic Lifestyle and Easily availability of allopathy medicine Customer Prefer Ayurvedic Therapy because of its cheap price followed by no side effect on the human body and inclusion of natural ingredients in ayurvedic medicine. * Corresponding Author Name: Hemant Katole Phone: Email: hjkatole@gmail.com ISSN: 0975-7538 DOI: https://doi.org/10.26452/ijrps.v11i1.1941 Production and Hosted by Pharmascope.org © 2020 | All rights reserved. INTRODUCTION Allopathy therapy is 100 years old and the most suit- able medicine therapy (Raut, 2011). Allopathic ther- apy starting from Greek medicinal therapy consists of the relationship between cells, tissues and organs. Allopathic therapy focuses on diagnosis and treat- ment, a cure for severe illnesses via drugs, radiation, and surgery (Go and Champaneria, 2002). Allopathy therapy is the base of the major three steps: Hypoth- esis, experimentation and observation and, conclu- sion (Basisht, 2011). Allopathy follows unpleas- ant rather than self-protective therapy for build- ing a healthy society (Tewari, 2009). Allopathy therapy works with advanced technology used for diagnostic procedures, sophisticated surgical proce- dures, drugs with speciϑic actions, vaccines, trans- plants (Garodia et al., 2007).Allopathy therapy adju- dicating the reason of illness and eradicate with the help of allopathy medicine (Basisht, 2011) .Allopa- thy therapy have a lot of beneϑits hence it is at the top of medicine therapy, but it has drawbacks like inefϑicacy in healing deϑinite chronic illnesses and also inevitable unfavorable effects, which requires to be deal with critically to produce a competent © International Journal of Research in Pharmaceutical Sciences 1097