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The objective of this research survey was to study the consumer behavior in consuming/purchasing Ayurvedicmedicines/products and their attitudes toward herbal medicines in Joginder Nagar region of HimachalPradesh, India. The data are predominantly compiled by face to face conversation, based on the questionnaire,with sample of 500 consumers at distinct places of Joginder Nagar. The consumers were interviewed using astructured interview questionnaire. The findings revealed that 64.8% of the consumers preferred Ayurvedicmedicines in comparison with Allopathic (32.6%), Homeopathic (1.8%), Unani (0.8%) medication/therapy. Interms of reliability 73.6% consumers purchased the Ayurvedic medicines. 78.4% consumers bought theAyurvedic health/food supplements or Rejuvenating Ayurvedic medicines for health prevention or tocomplement their health. Furthermore, the advertisements had affirmative impact on consumers (59.6%).Many of the consumers have firm mind set of selective brand like Dabur (44.8%), (19.2%), and Himalaya(17.2%). Many of them (77.4%) are habitual consumer of Ayurvedic medicine for treatment of commonailments like common cold, cough, allergy, constipation, joint pain, hair fall but most of consumers (73.2%)consume Ayurvedic medicines without Doctor’s prescription.37.2% Consumers consume Ayurvedicmedicines along with allopathic, homeopathic medicine for treating prevalent diseases. On the other handmost groups of the consumers (72.6%) are very desirous towards the usage of Ayurvedic cosmeticpreparation.

The detailed exploratory testing has been conducted. The data Normalcy test was done to check whether our data was Normal or not. Then Hypothesis Testing was done which is the second part of data analysis.Correlation and Regression analysis was done to find the significance between different variables and its effect on customer satisfaction.Finally chi-square test was done for finding significance among demographic variables and the relationship of these variables with the dependent variable.