KNOWLEDGE, ATTITUDE AND PERCEPTION OF INDIAN SYSTEMS OF MEDICINE: AN ECONOMIC ANALYSIS OF HEALTH-SEEKING BEHAVIOUR AMONG RURAL HOUSEHOLDS IN TAMIL NADU

Abstract This study explores how rural households in Tamil Nadu make health choices between Indian Systems of Medicine (ISM) and modern allopathic medicine. It examines their knowledge, attitudes, and perceptions about traditional medicine and how economic factors influence these decisions. The research finds that traditional systems like Siddha, Ayurveda, and Homeopathy are popular because they are familiar, affordable, and easily accessible, especially in rural areas. Many households prefer tr