A STUDY ON CONSUMER BEHAVIOUR TOWARDS AYURVEDIC PRODUCTS

Abstract

Exploring consumer attitudes towards Ayurvedic products in India was the purpose of this research project. To gather data, an online survey was conducted with 74 individuals taking part. The survey results showed that a large number of respondents had experience with Ayurvedic products, primarily for addressing health concerns. The trust levels of consumers in Ayurvedic products have been deemed high by a recent study. Additionally, it was found that these individuals are inclined to suggest these items to their peers. Several factors - including affordability, product efficacy, and brand reputation - were uncovered as having an impact on consumer behavior towards Ayurvedic goods according to the study. In terms of consumer behavior towards Ayurvedic products, the study uncovered some interesting insights. Namely, there appeared to be a trend of preference for natural ingredients in Ayurvedic products, and consumers showed a willingness to pay more for these kinds of products. Another key finding was the role that awareness and understanding of Ayurveda plays in consumer attitudes towards Ayurvedic products - this was found to be a significant factor. Ayurvedic product manufacturers and marketers should strive to keep their customers by prioritizing affordability, brand reputation, and product quality. In order to persuade consumers to use Ayurvedic products, increasing their understanding and familiarity with Ayurveda is crucial. India's manufacturers, marketers, and policymakers now have a chance to better understand consumerism regarding Ayurvedic products since this study exposes worthwhile conclusions. Therefore, they can enhance the promotion and use of Ayurvedic items for the public