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An Analysis on Consumer Preference of Ayurvedic Products in Indian Market

An Analysis on Consumer Preference of Ayurvedic Products in Indian Market
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Author(s): Richa Misra (Jaipuria Institute of Management, Noida, India), Sonali Singh (Jaipuria Institute of Management, Noida, India) and Renuka Mahajan (Jaipuria Institute of Management, Noida, India)
Copyright: 2022
Pages: 17
Source title: Research Anthology on Recent Advancements in Ethnopharmacology and Nutraceuticals
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-6684-3546-5.ch045

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Abstract

With the growing awareness of lifestyle diseases and risk related to chemical-based products, there has been an increasing interest in green/natural products. The purpose of this study is to analyze the recent surge in the growth rate of Ayurved Market and to explore factors that are driving or inhibiting the said pattern. The study will use descriptive statistics and exploratory factor analysis to understand the factor influencing the consumer perception of Ayurvedic products. The study will also investigate the relation between the demographic factors and preference for Ayurvedic products. The study identifies the factors which influence the brand preferences and to know how these factors are further influenced by demographics. The result of the study indicates that the factors of trust and satisfaction have positive and significant impact on the brand preferences, whereas price has negative but insignificant influence on brand preferences. This study is an attempt to understand the role of Ayurved in food science as well as medical science.

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