BUYING BEHAVIOR OF CONSUMERS ON SELECT BRANDED

HERBAL PRODUCTS

Thesis submitted to the Bharathiar University

for the award of the Degree of
DOCTOR OF PHILOSOPHY IN MANAGEMENT

By
V. SURESHKUMAR

Under the Guidance of

Dr. B. THAYUMANAVAR, B.Sc., M.A., MBA, M.Phil., PGDCA, NET, Ph.D.
HoD, PG & Research Department of Management Science

PG & RESEARCH DEPARTMENT OF MANAGEMENT SCIENCE

SREE SARASWATHI THYAGARAJA COLLEGE
An Autonomous, NAAC Re-Accredited with ‘A’ Grade,
ISO 9001:2008 Certified Institution
Affiliated to Bharathiar University, Coimbatore
Approved by AICTE for MBA/MCA & by UGC for 2(f) & 12 (B) status
THIPPAMPATTI POST, PALANI ROAD, POLLACHI – 642 107
COIMBATORE DISTRICT, TAMILNADU, INDIA

NOVEMBER 2018
Findings, Suggestions and Conclusion
 CHAPTER V

FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 INTRODUCTION

The ever-changing marketing scenario and a high degree of sensitive competitions

all over the globe have augmented the role of brand or branding at an incomparable speed
and level. Every person simultaneously is a consumer of some brand of products or other.
The choice and the usage of a select brand by the consumer over a period exaggerated by
the quality benefits offered by the brand in particular, when it is concerned with the brand
of personal care products

The current trend of consuming could change consumer behaviour. Thus,

consumers' behaviour, which includes customers demand, assessment, liking, deed,
consumption information, happiness, and so on is being experimented by the researchers
various factors are influencing the selection and buying decisions of consumers. Need
recognition, promotional offers, and store physical facilities are some of the essential
factors.

5.2 OBJECTIVES

1. To assess the demographic profile of consumers on select branded herbal products

in the study unit.

2. To examine the awareness level of consumers on select branded herbal products.

3. To analyse the pre purchase behaviour of consumers on select branded herbal

products.

4. To study the most widely used branded herbal products category amongst
consumers.

5. To analyse the post purchase behaviour of consumers on select branded herbal

products.

6. To study the satisfaction level of consumers on select branded herbal products

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5.3 SOCIO-DEMOGRAPHIC PROFILE OF CONSUMERS

5.3.1 Distribution of the Consumers Based on Socio-Demographic Variables

Gender

More than half 318 (52.6%) of the consumers are ‘Females’.

Age

About age, half 302 (49.9%) of the consumers are belonged to the age group of
‘21 - 40 Years’.

Educational Qualification

Regarding Educational Qualification, more than one- third 231 (38.2%) of the
consumers have completed ‘Under Graduation’.

Occupational Status

About occupation, one-third 213 (35.2 %) of the consumers are ‘Self-Employed’.

Marital Status

A majority of 380 (62.8%) consumers is ‘Unmarried’.

Monthly Income (Individual)

Nearly one-third 163 (26.9%) of the consumers monthly income is ‘Below

₹5000’, 14.9 per cent earn a monthly income of ‘Above ₹20001’.

Family System

The majority of 414 (68.4%) consumers are living in the ‘Nuclear Family’
system.

Number of Members in the Family

250 (41.3%) of the consumers have ‘Four Members in their Family’.

Number of Earning Members

About a number of earning members of the family, 272 (45.0%) of the consumers
have ‘Two Earning Members’ in their family.

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Number of Dependents

Nearly half 297 (49.1%) of the consumers have ‘Two Dependents’ in their family.

Family Monthly Income

Nearly one-third 189 (31.2%) of the consumers family monthly income is ‘Above
₹20001’.

5.4 PRE PURCHASE BEHAVIOUR

Brand Awareness

About the brand awareness 501 (82.8%) of the consumers are aware of
‘Himalaya’, 293 (48.4%) being aware of ‘Dabur’, 286 (47.3%) are aware of ‘Patanjali’, 209
(34.5%) are aware of ‘Vicco’ and 122 (20.2%) of the consumers are aware of ‘Emami’.

Identification of Brand

About Opinion on Identification of the Brand, Two fifth 246 (40.7%) of the
consumers are identifying the brand by ‘Trade Name’, 153 (25.3%) are identifying the
brand through ‘Logo’, 146 (24.1%) are identifying the brand through ‘Symbols’ and
remaining 60 (9.9%) are identifying the brand by ‘Package (colour)’.

Primary Source of Information

With regard to source of information, more than one-third 213 (35.2%)of the
consumers source on the brands is ‘Friends’, (138) 22.8 per cent source is ‘Advertisement’,
(91) 15.0 per cent of the consumers source is ‘Relatives’, (63) 10.4 per cent of the
consumers through ‘Family Members’, (45) 7.4 per cent of the consumers are aware of
the brands over ‘Social Media’, 6.8 per cent through ‘Neighbours’, 1.7 per cent of the
consumers through ‘Doctors’ and only 0.7 per cent of the consumers are aware of the
brands through ‘Shopkeepers’.

5.5 CONSUMERS BUYING BEHAVIOUR (DURING PURCHASE)

Amount Spent on Purchasing the Product per Month

More than two-fifths (41.5%) of the consumers spent ‘₹501 to ₹1,000’ per month
for the herbal products, 41.2 per cent spent ‘Below ₹500’, 12.9 per cent of the consumers

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spent ‘₹1,001 to ₹1,500’ and the rest 4.4 per cent spent ‘Above ₹1,501’ for the herbal
products per month.

Reasons for Buying the Products in a Particular Shop

Two-fifth (44.6%) of the consumers are buying the products in a particular shop
because of ‘Easy Payment Options’, 17.5 per cent are buying in a particular shop because
of ‘Less Cost of Purchase’, 16.5 per cent are buying for ‘Inability to Buy in Bulk’, 16.0 per
cent are buying as ‘Impulsive purchase’ and remaining 5.5 per cent are buying the
products in a particular shop because of ‘Lack of transportation facilities’.

Mode of Payment

Two-third (62.5%) of the consumers prefer ‘Paying Cash’, 23.0 per cent of ‘Cash
and Credit’ and 14.5 per cent prefer ‘Credit Facilities’.

Reasons for Consumers being Misled or Carried Away

More than two-fourth (39.5%) of the consumers are being misled or carried away
by ‘Interior Design’, 22.0 per cent are being misled or carried away due to
‘Shelf - Display’, 21.8 per cent are being misled or carried away due to ‘Outward
Appearance of the Shop’, and 16.7 per cent are being misled or carried away due to
‘Shopkeeper’s promotion for margin’.

Reasons for Choosing a Particular Shop

More than half of the consumers have ‘low level’ of perception towards various
dimensions of reasons for choosing a particular shop to purchase the product such as
‘Offer Credit Facilities’ (52.4%), ‘Familiar with Retailer’ (61.2%) ‘More Variety of the
Product’(59.7%), ‘Freshness of the Product’ (59.5%), ‘Proper Display’ (69.4%),
‘Quick Services’ (58.8%), ‘Home Delivery Services’ (69.9%) and ‘Personal Selection’
(63.6%). However, nearly one – third of the consumers have ‘high level’ of perception
towards the variables mentioned above.

Furthermore, a majority (59.2%) of the consumers have ‘low level’ of perception

towards various dimensions of reasons for choosing a particular shop to purchase the
product.

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Problems Faced while Purchasing the Products

More than half of the consumers have ‘low level’ of perception towards various
dimensions of ‘problems faced by them while purchasing the product’ such as ‘Cost of
the product’ (53.5%), ‘Irregular Supply’ (68.8%), ‘Retailers only have certain products’
(56.4%), No ‘Promotional offers’ (86.9%), ‘Duplication of Product’ (45.4%), ‘Product
not available with the local retailer’ (53.5%), ‘Not replacing the damaged goods’
(67.7%), ‘No Proper Display’ (51.0%), ‘Products are sold more than MRP’ (68.1%) and
‘Unfair price’ (94.3%). However, one – third of the consumers have ‘high level’ of
perception towards the variables mentioned above.

Furthermore, a majority (67.0%) of the consumers have ‘low level’ of perception

towards ‘various dimensions of problems faced by them while purchasing the product.’

5.6 MOST WIDELY USED HERBAL PRODUCTS UNDER A BRAND

5.6.1 Consumers Opinion on Different Products under a Brand

Skin Care Products

The majority (55.2%) of the consumers are using ‘Himalaya’ brand under
‘Skincare products’, 22.5 per cent are using ‘Patanjali’, 14.7 per cent are using ‘Dabur’,
6.4 per cent are using ‘Vicco’, and 1.2 per cent are using ‘Emami.’

Hair Care Products

The majority (51.9%) of the consumers are using ‘Himalaya’ brand under
‘Hair care products’, 22.7 per cent are using ‘Dabur, 21.3 per cent are using ‘Patanjali’,
2.1 per cent are using ‘Vicco’, and 2.0 per cent are using ‘Emami.’

Face Care Products

The majority (48.1%) of the consumers are using ‘Himalaya’ brand under
‘Face care products’, 21.1 per cent are using ‘Patanjali’, 19.8 per cent are using ‘Dabur’,
8.3 per cent are using ‘Vicco’, and 2.6 per cent are using ‘Emami.’

Body Care Products

The majority (46.8%) of the consumers are using ‘Himalaya’ brand under ‘Body
care products’, 26.4 per cent are using ‘Patanjali’, 16.5 per cent are using ‘Dabur’,
9.1 per cent are using ‘Vicco’ and 1.2 per cent are using ‘Emami.’

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5.6.2 Reasons for Buying the Particular Brand

Skin Care Products

Under skin care products majority (33.2%) rank ‘Brand Image’ as the ‘First Reason’
for selecting the particular brand of the herbal products, (28.8%) rank ‘Doctors Advice’ as ‘2’,
(28.6%) rank ‘Content of Herbs’ as ‘3’, (26.4%) rank ‘Cost of the product’ as ‘4’, (24.5%) rank
‘Certification of Standards’ as ‘5’ and (22.6%) rank ‘Personal Likeness’ as ‘6th rank’.

Hair Care Products

Under Hair care products majority (38.0%) rank ‘Brand Image’ as the ‘first
reason’ for selecting the particular brand of the herbal products, (28.8%) rank ‘Doctors
Advice’ as ‘2’, (25.8%) rank ‘Cost of the Product’ and ‘Content of the Herbs’ as ‘3’, (20.3%)
rank ‘Certification of Standards’ as ‘5’ and (20.2%) rank ‘Personal Likeness’ as ‘6th rank’.

Face Care Products

Under face care products majority (32.2%) rank ‘Brand Image’ as the ‘First
Reason’ for selecting the particular brand of the herbal products, (31.4 %) rank ‘Cost of
the Product’ as ‘2’, (29.9%) rank ‘Doctor’s Advice’ as ‘3’, (29.3%) rank ‘Content of the
Herbs’ as ‘4’, (24.1%) rank ‘Certification of Standards’ as ‘5’ and (19.3%) rank ‘Personal
Likeness’ as ‘6th rank’.

Body Care Products

Under Body care products majority (35.9 %) rank ‘Brand Image’ as the ‘First
Reason’ for selecting the particular brand of the herbal products, (29.9%) rank ‘Doctor’s
advice’ as ‘2’, (24.5%) rank ‘Certification of Standards’ as ‘3’, (23.8%) rank ‘Content of
the Herbs’ as ‘4’, (21.7%) rank ‘Cost of the Products’ as ‘5’ and (21.3%) rank ‘Personal
Likeness’ as ‘6th rank’.

5.6.3 Years of Using the Same BHPs

Skin Care Products

The majority of the consumers using the same brand of skin care products
(45.7%) are using for ‘1-3 years’, (40.3%) for ‘Less Than 1 year’, (7.9%) for ‘3-4 Years’
and (6.1%) for ‘Above 4 Years’.

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Hair Care Products

The majority of the consumers using the same brand of hair care products for ‘1-3
years’ (42.3%) for ‘Less Than 1 year’, (10.6%) for ‘3-4 years’ and (1.5%) for ‘Above 4 Years’.

Face Care Products

The majority of the consumers (44.1%) are using the same brand of face care
products for ‘Less Than 1 year’, (43.1%) for ‘1-3 Years’, (8.9%) for ‘3-4 Years’ and
(3.9%) for ‘Above 4 Years’.

Body Care Products

The majority of the consumers using the same brand of skin care products (46%)
are using for ‘Less Than 1 year’, (39.5%) for ‘1-3 Years’, (10.5%) for ‘3-4 Years’ and
(4%) for ‘Above 4 Years’.

5.6.4 Frequency of Purchase of the Same Product

Skin Care Products

The majority of the consumers (53.7%) are buying the herbal skin care products
‘Once in a Month’, (14.4%) buying ‘Fortnightly’, (13.7%) buying ‘As and When
Needed’, (12.6%) buying ‘Once in 2 Months’ and (5.6%) buying ‘Once in 3 Months’.

Hair Care Products

The majority of the consumers (51.2%) are buying the herbal hair care products
‘Once in a Month’, (16.9%) buying ‘Fortnightly’, (14.5%) buying ‘Once in 2 Months’,
(11.7%) buying ‘As and When Needed’ and (5.7%) buying ‘Once in 3 Months’.

Face Care Products

The majority of the consumers (54.7%) are buying the herbal face care products
‘once in a Month’, (13.9%) buying ‘Once in 2 Months’, (13.7%) buying ‘As and When
Needed’ and (7.1%) buying ‘Once in 3 Months’.

Body Care Products

The majority of the consumers (45.8%) are buying the herbal body care products
‘Once in a Month’, (18%) buying ‘As and When Needed’, (13.7%) buying ‘Once in 2
Months’, (13.4%) buying ‘Fortnightly’ and (9.1%) buying ‘Once in 3 Months’.

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5.6.5 Number of Family Members Purchasing the Same Product of the Brand

Skin Care Product

The majority (48.3%) of the consumers family ‘Two Members’ are using the
same brand of skin care products, (28.4%) are ‘One Member’, (12.7%) are ‘Three
Members’, (7.8%) are ‘Four Members’, (2.5%) are ‘Five Members’ and (0.3%) are ‘Six
Members’

Hair Care Product

The majority (43.3%) of the consumers family ‘Two Members’ are using the
same brand of hair care products, (33.9%) are ‘One Member’, (15.9%) are ‘Three
Members’, (6.6%) are ‘Four Members’ and (0.3%) are ‘Five Members’.

Face Care Product

The majority (38.7%) of the consumers family ‘One Member’ are using the same
brand of face care products, (35.9%) are ‘Two Members’, (18.2%) are ‘Three Members’,
(6.9%) are ‘Four Members’ and (0.3%) are ‘Five Members’.

Body Care Product

The majority (40.8%) of the consumers family ‘Two Members’ are using the
same brand of Body care products, (35.9%) are ‘One Member’, (16.5%) are ‘Three
Members’, (6.4%) are ‘Four Members’ and (0.3%) are ‘Five Members’.

5.6.6 Response to Non-Availability of the BHPs

Skin Care Product

The majority (42%) of the consumers response on non-availability of skin care

product is ‘Wait Until Availability’, (39.2%) are ‘Buy Another Brand’, (18.8%) are
‘Buy an Alternate Product’.

Hair Care Product

The majority (45.3%) of the consumers response on non-availability of hair care

product is ‘Wait Until Availability’, (33.6%) are ‘Buy Another Brand’, (21.2%) are
‘Buy an Alternate Product’.

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Face Care Product

The majority (44.1%) of the consumers response on non-availability of face care

product is ‘Wait Until Availability’, (34%) are ‘Buy Another Brand’, (21.9%) are
‘Buy an Alternate Product’.

Body Care Product

The majority (39.2%) of the consumers response on non-availability of body care

product is ‘Wait until availability’, (37%) are ‘Buy Another Brand’, (23.8%) are ‘Buy an
Alternate Product’.

5.7 POST PURCHASE BEHAVIOUR

More than half (53.4%) of the consumers are stated that they are ‘not facing
problems while purchasing the products’.

Regarding ‘Prefer to change the current Brand, more than two-third (70.7%) of
the consumers ‘Do not Prefer to Change the Current Brand.

Regarding time of ‘Switching to the Different Brands’ more than half (53.1%) of
the consumers ‘Rarely Prefer to Switch to the different brands’.

However, one-third (34.2%) of the consumers are ‘Switching Different Brand’

because of ‘Quality Issues’.

More than half (35.2%) of the consumers are ‘Sometimes Checking the Price of
Goods’, when they buy alternative brands, 33.2 per cent of the consumers are ‘Checking
the Price of Products’, when they buy alternative brands and remaining 31.6 per cent of
the consumers are ‘Do not Check the Price of Products’, when they buy alternative
brands.

Regarding ‘Awareness of Consumer Rights’ more than half (57.2%) of the

consumers ‘Do not have an Awareness of Consumer Rights’.

However, more than three-fourths (79.8%) of the consumers ‘Do not Approach
any Legal Organizations or Committees’ to represent their problems.

Three-fourth (74.4%) of the consumers are ‘Checking’ the ‘MRP and Expiry Date
before buying the products’.

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 In connection to ‘Dissatisfaction with the Current Brand’ two-fifth (38.8%) of the
consumers are ‘Quit the Present Brand’, 34.9 per cent of the consumers are ‘Did Nothing’
and remaining 26.3 per cent of the consumers are ‘Quit the Supplier’.

About ‘Satisfaction about Complaint Attended by Shopkeeper’ more than half

(57.9%) of the consumers ‘Satisfied’.

However, three-fourths (76.9%) of the consumers ‘Have not Filed a Case in the
Consumer Court’.

5.7.1 Awareness of Consumer Rights

More than two – thirds of the consumers have ‘Low Level’ of perception towards
dimensions of ‘awareness about consumer rights’ such as ‘Right to Safety’ (44.4%),
‘Right to be informed’ (79.9%), ‘Right to be Heard’ (71.4%), ‘Right to Choose’ (71.4%),
‘Right to Consumer Education’ (71.0%) and ‘Right to Seek Redressal’ (51.7%).
However, more than one – third of the consumers have ‘high level’ of perception towards
the variables mentioned above.

Furthermore, a majority (62.5%) of the consumers have ‘Low Level of

Awareness’ towards dimensions of awareness about consumer rights and rest (37.5%) of
the consumers have a high level of awareness about consumer rights.

5.7.2 Satisfaction on the Dimensions of the Products Purchased

More than two – thirds of the consumers have ‘low level’ of perception towards
dimensions of ‘satisfaction about the product purchased’ such as ‘Price’ (43.8%),
‘Quality’ (48.3%), ‘Quantity’ (59.0%), ‘Colour’ (68.1%), ‘Smell’ (62.5%), ‘Package’
(67.6%), ‘Advertisement’ (53.6%), ‘Product Information’ (58.0%), ‘Personal Likeness’
(69.9%), ‘Family Likeness’ (72.6%), ‘Discount Offers’ (78.2%), ‘Healthiness’ (63.8%),
‘Gifts’ (76.7%) and ‘Extra Quantity’ (77.4%). However, nearly one – third of the
consumers have ‘high level’ of perception towards the variables mentioned above.

Furthermore, a majority (53.2%) of the consumers have a low level of satisfaction

towards dimensions of product purchased and rest (46.8%) of the consumers have a high
level of satisfaction about the product purchased.

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5.8 Z-TEST

Gender and Problems Faced while Purchasing the Product

There is a significant difference between the gender of the consumers and overall
level of problems faced while purchasing the product (Z=2.904 P<0.01) such as irregular
supply, retailers only have certain products, not replacing the damaged products and
unfair price.

Gender and Awareness of Dimensions of Consumer Rights

There is a significant difference between the gender of the consumers and overall
level of awareness about consumer rights (Z=3.815 P<0.01) such as the right to safety,
right to be informed, right to be heard, right to consumer education and right to seek
redressal.

Gender and Reasons for Buying Herbal Products

There is a significant difference between the gender of the consumers and overall
level of reasons for buying herbal products (Z=4.436, P<0.01). The inference is gender
influences perception towards the overall level of reasons for buying herbal products.

The mean score ( X =2.6950) indicates that female have a high level of perception
towards the overall level of reasons for buying herbal products.

Gender and Perception towards Overall Level of Willing to Change the Current Brand

The mean score ( X =1.7453) indicates that female have a high level of perception
towards the overall level of willingness to change the current brand of the product.

Gender and Approaching any Legal Organizations to Represent Problems

The mean score ( X =1.8118) indicates that male have a high level of perception
towards the overall level of approach to any legal organisations to represent their problems.

Gender and Verification of MRP and Expiry Date of the Product

The mean score ( X =1.2547) indicates that female have a high level of perception
towards the overall level of awareness on Verifying the MRP and expiry date of the
product.

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5.9 CHI-SQUARE TEST

Age and Awareness of Dimensions of Brand Name of the Herbal Products

There is a significant association between the Age of the consumers and Overall
Level of Awareness about the Brand Name of the Herbal Products (X2 =28.709 P<0.01).
The age group of 21-40 years consumers are having a high level of awareness.

Age and Reasons for Choosing a Particular Shop

There is a significant association between the Age of the consumers and Overall
Level of Reasons for Choosing a particular shop to purchase the products (X2 = 9.260
P<0.05) such as offer credit facilities, more varieties of products, home delivery and
personal Selection.

Age and Awareness of Dimensions of Consumer Rights

There is a significant association between the Age of the consumers and Overall
Level of Awareness about Consumer Rights (X2 = 11.626 P<0.01) such as the right to
safety, right to consumer education

Age and Dimensions of Satisfaction Factors of Products

There is a significant association between the Age of the consumers and Overall
Level of Satisfaction about Factors of Product (X2 = 15.763 P<0.01) such as price, colour,
package, personal likeness, promotional offers.

Size of Family and Reasons for Choosing a Particular Shop

There is a significant association between the Size of a family of the consumers and
overall level of reasons for choosing a particular shop to purchase the product (X2 = 37.703
P<0.01) such as offer credit facilities, the freshness of the products and quick services.

Strategies in Identification of the Brand and Source of Getting Information

about the Brand

There is a significant association between the Strategies to Identification of the

Brand of the consumers and Overall Level of the Source of Getting Information about the
Brand (X2 = 11.798 P<0.01). Internet source is creating low-level awareness for the
BHPs.

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Strategies in Identification of the Brand and Dimensions of Satisfaction about
Factors of Product

There is a significant association between the Strategies to Identification of the

Brand of the consumers and Overall Level of Satisfaction about Factors of Product
(X2 = 11.233 P<0.05) such as price, quality, quantity, smell, advertisement, colour,
package, personal likeness, promotional offers, healthiness of the herbal products.

Reasons for Consumers Being Misled and Dimensions of Problems Faced while
Purchasing the Products

There is a significant association between the Reasons for Consumers being

Misled of the consumers and Overall Level of Problems Faced while Purchasing the
Product (X2 = 41.654 P<0.01) such as the cost of the product, irregular supply, limited
varieties, no promotion offers and duplication of the products.

Problems Faced while Purchasing Product and Dimensions of Satisfaction Factors

of the Products

There is a significant association between the Opinion on Problems Faced while

Purchasing Product of the Consumers and Overall Level of Satisfaction about Factors of
Product (X2 = 9.053 P<0.05) such as price, quality, quantity, package, product information
and personal likeness.

Willingness to Change the Current Brand and Dimensions of Problems

Faced by the Consumers while Purchasing the Products

There is a significant association between the Opinion on Willingness to Change

the Current Brand of the consumers and Overall Level of Problems faced while
Purchasing the Product (X2 = 19.079 P<0.01) such as cost of the products, limited
varieties, no promotional offers, duplication of the products and no proper display.

Approaching Legal Authority to Represent Problems and Dimensions of Problems

Faced while Purchasing the Product

There is a significant association between the Opinion on Approaching Legal

Authority to Represent the Problems of the consumers and Overall Level of Problems
Faced while Purchasing the Product(X2 = 21.267 P<0.01).
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Verification of MRP and Expiry Date of Product and Awareness
Dimensions of Consumer Rights

There is a significant association between the Check the MRP and Expiry Date
before Buying the Product of the consumers and Overall Level of Awareness about
Consumer Rights(X2 = 7.465 P<0.01) such as right to safety, right to be informed, right
to consumer education and right to seek redressal.

Age and Strategies in Identifying the Brand

The values of Phi (0.274) and Cramer's V (0.158) respectively indicate that Age
influences Perception towards Strategies in Identification of the Brand of the product at
the level of ‘27 per cent’ such as age of 21-40years are identifying the brands through
trade name and under the age of 20 are identifying the brands through symbol.

Age and Awareness of Primary Source of Brand of the Product

The values of Phi (0.374) and Cramer's V (0.216) respectively indicate that Age
influences perception towards awareness about Primary Source of the Brand of the
Product at the level of ‘37 per cent’ such as the age of 21-40 years are influenced by
friends and advertisement.

Age and Reasons for Consumers’ Being Misled or Carried Away

The values of Phi (0.237) and Cramer's V (0.137) respectively indicate that Age
influence the Perception towards Reasons for Consumers being misled or carried away’
of the product at the level of ‘23 per cent’ such as age of 21-40 years are misled by
interior design and shopkeeper’s promotion for margin and the age of under 20 years are
misled by interior design and outward appearance of the shop and self display.

Educational Qualification and Reasons for Consumers’ Being Misled or Carried

Away

The values of Phi (0.239) and Cramer's V (0.169) respectively indicate that
educational qualification influences perception towards Reasons for consumers’ being
misled or carried away of the product at the level of 24 per cent such as undergraduates
are misled by interior design, self-display. School level education consumers are misled
by interior design and outward appearance of the shop.
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Monthly Family Income and Strategies in identifying the Brand of the Herbal Product

The values of Phi (0.349) and Cramer's V (0.201) respectively indicate that
‘family monthly income’ influences ‘perception towards strategies in identification of the
brand of the product’ at the level of ‘35 per cent’ such as ₹40,001 and above income
category are identifying the brands through trade name and logo.

Monthly Family Income and Awareness of Primary Source of Brand of the Product

The values of Phi (0.425) and Cramer's V (0.212) respectively indicate that
‘family monthly income’ influences ‘perception towards Awareness about the primary
source of awareness of the brand of the product’ at the level of ‘42 per cent’.

Family Monthly Income and Reasons for Buying the Branded Herbal Products in a
Particular Shop

The values of Phi (0.292) and Cramer's V (0.146) respectively indicate that
‘family monthly income’ influences ‘perception towards Reason for buying the BHPs in
a particular shop’ at the level of ‘29 per cent’.

Age and Verification of MRP and Expiry Date of the Products

The values of Phi (0.329) and Cramer's V (0.329) respectively indicate that ‘Age’
influences ‘perception towards check the MRP and expiry date before buying the
products’ at the level of ‘33 per cent’ such as the age of 21-40 years and under 20years of
aged consumers are verifying the MRP and expiry date of the products.

Monthly Family Income and Willingness to Change the Current Brand

The values of Phi (0.247) and Cramer's V (0.247) respectively indicate that
‘family monthly income’ influences ‘perception towards willing to change the current
brand’ at the level of ‘24 per cent’.

5.10 ONE-WAY ANOVA

Educational Qualification and Awareness Dimensions of Consumer Rights

There is a significant variance among the educational qualification and overall level
of perception towards various dimensions of Awareness about consumer rights (F=4.239,
0.002<0.01) such as the right to safety, right to be informed and right to choose.

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Educational Qualification and Dimensions of Satisfaction Factors of the Products

There is a significant variance among the ‘educational qualification’ of the

consumers and ‘overall level of perception towards various dimensions of Satisfaction
about factors of the product’. (F=3.415, 0.009<0.01) such as price, smell, package,
product information, healthiness and promotional offers.

Family Monthly Income and Reasons for Choosing a Particular Shop

There is a significant variance among the monthly income of the respondent and
Reasons for choosing particular shop to purchase the product. (F=4.059, 0.003<0.01).

Family Monthly Income and Dimensions of Satisfaction Factors of the Products

There is a significant variance among the Family Monthly Income of the
consumers and perception towards various dimensions of Satisfaction about factors of the
product. (F=3.281, 0.011<0.05).

Amount Spent for Purchasing the Product and Awareness Dimensions of the Herbal
Products

There is a significant variance among the amount spend for purchasing the
product of the consumers and perception towards various dimensions of Awareness about
Herbal Product. (F=3.415, 0.017<0.05) such as the consumers who spent Rs.1001 to
1500 are highly aware of BHPs

Amount Spent for Purchasing the Product and Reasons for Choosing a Particular Shop

There is a significant variance among the Average amount spent for purchasing
the product of the consumers and perception towards various dimensions of Reasons for
choosing particular shop to purchase the product(F=4.709, 0.003<0.01).

Amount Spent for Purchasing the Product and Problems Faced While Purchasing
the herbal Products

There is a significant variance among the Average amount spent for purchasing
the product of the consumers and perception towards various dimensions of problems
faced while purchasing the product (F=2.885, 0.036<0.05) such as the consumers
spending Rs.1501 and above are facing the problems of the cost of the product, irregular
supply, limited varieties, no promotional offers and duplication of the products.

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Primary Source of Getting Information and Awareness of Dimensions about the
Herbal Products

There is a significant variance among the Average Primary source of awareness of

the herbal product of the consumers educational qualification and perception towards
various dimensions of Awareness about Herbal Product (F=11.414, 0.000<0.01).

5.11 GOODMAN AND KRUSKAL’S GAMMA TEST

Source of Information and Awareness of Brands

Goodman and Kruskal's gamma test gives "Gamma" row of the "Value" column
and is 0.493. This indicates that as ‘Source of information’ of the consumers influence
the ‘awareness about brand name of the herbal products’.

Furthermore, the "Approx. Sig." column shows that the statistical significance value
P=0.000, which means p< 0.01. Therefore, the association between Source of information of
the consumers and awareness about brand name of the herbal products is statistically
significant.

Reasons for Choosing a Particular Shop Awareness of Brand Name of the Herbal
Products

Goodman and Kruskal's gamma test gives "Gamma" row of the "Value" column
and is 0.315. This indicates that as ‘reasons for choosing a particular shop’ influence the
‘awareness about brand name of the herbal products’.

Furthermore, the "Approx. Sig." column shows that the statistical significance
value P=0.000, which means p< 0.01. Therefore, the association between reasons for
choosing a particular shop and awareness about brand name of the herbal products is
statistically significant.

Problems Faced while Purchasing and Awareness of Brand Name of the Herbal
Products

Goodman and Kruskal's gamma test gives "Gamma" row of the "Value" column
and is 0.530. This indicates that as ‘Overall problems faced while buying the Branded
herbal products’ influence the ‘awareness on the brand name of the herbal products’.

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 Furthermore, the "Approx. Sig." column shows that the statistical significance
value P=0.000, which means p< 0.01. Therefore, the association between Overall
problems faced while buying the Branded herbal products and awareness about brand
name of the herbal products is statistically significant.

Awareness of Consumer Rights and Brand Name of the Herbal Products

Goodman and Kruskal's gamma test gives "Gamma" row of the "Value" column
and is 0.396. This indicates that as ‘awareness about consumer rights’ of the consumers
influence the ‘awareness on brand name of the herbal products’.

Furthermore, the "Approx. Sig." column shows that the statistical significance
value P=0.000, which means p< 0.01. Therefore, the association between awareness
about consumer rights of the consumers and awareness about brand name of the herbal
products is statistically significant.

Awareness of Consumer Rights and Satisfaction and Awareness Dimensions of the

Herbal Products

Goodman and Kruskal's gamma test gives "Gamma" row of the "Value" column
and is 0.453. This indicates that as ‘awareness about consumer rights’ of the consumers
influence the ‘Satisfaction and Awareness of branded herbal products’.

Furthermore, the "Approx. Sig." column shows that the statistical significance
value P=0.000, which means p< 0.01. Therefore, the association between awareness
about consumer rights of the consumers and Satisfaction and Awareness of branded
herbal products is statistically significant.

5.12 TWO-WAY ANOVA

There is significant variance among the ‘Age’ and ‘primary source of awareness
about the product’ of the consumers and ‘perception towards Awareness about
Consumer Rights’ (F=3.281, 0.007<0.01, Significant) and (F=2.691, 0.021<0.05,
Significant).

The inference is Age and primary source of awareness about the product
influences the perception towards Awareness about Consumer Rights.

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5.13 MANOVA
Educational Qualification and Primary Source of Getting Information, Awareness
Dimensions of Herbal Products and Consumer Rights
There is a significant variance among the ‘Educational qualification’ and ‘primary
source of awareness about the product’ of the consumers and ‘overall level of perception
towards Awareness about herbal products’ and ‘Awareness about Consumer Rights’
(F=4.637, 0.000 <0.01, Significant and F=4.160, 0.000<0.01, Significant).
The inference is Educational qualification and primary source of awareness about
the product of the consumers significantly influence the level of perception towards
Awareness about herbal products and Awareness about Consumer Rights.
5.14 INTERCORRELATION MATRIX
The result shows that the regression analysis accepted Overall awareness of
consumer rights as the significant predictor of the Overall level of awareness of Branded
Herbal products. The Overall predictors contributed Multiple R of 0.332. The F ratio
computed for the significance of multiple R is 5.196, which is significant at 1 per cent
(0.000<0.01) probability level. The researcher concluded from the table that among the
various predictors’ Overall awareness of consumer rights and Primary source of
awareness of these brands of the consumers plays a dominant role in determining their
level of perception towards the overall level of awareness about the product. This study
concludes from the table that Overall awareness of consumer rights, the Primary source
of awareness of these brands and Identification of the brand of the consumers have been
broadly linked with least determination of the overall level of perception towards the
overall level of awareness about the product.
5.15 SUGGESTIONS
To Retailers

 Price is an important factor in the Indian healthcare market. Indian consumers

prefer lowered price products. Therefore, marketers should pay attention.

 The herbal product manufacturers should concentrate more on digital

advertisement because there is an association between the advertisement and the
awareness level of the consumers.

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  The availability of Emami and Vicco in nearby shops should be ensured to
increase the sale of all kind of products.

 Women are facing the problem of the quality issue while purchasing the herbal
products. This should be remedied by way of ensuring the quality of the branded
herbal products with proper certification standards.

 Most of the consumers are concerned about the proximity of the purchase and
availability of the brands in nearby places should be ensured by the retailers.

 Displaying of availability of different brands must happen in all the retail shops
since the consumers are dissatisfied with the display.

 Regular supply of the herbal products could be ensured. As a result, the

consumers may not experience the problem of non-availability of the branded
herbal products.

 Product variety as an attribute is essential to marketers extensively promoting

their brands because it helps consumers make a better decision by choosing from
a variety of the available brands and it simultaneously helps marketers to provide
better protection to their mainstream brands and reduces the risk of losing the
customers to competitors.

To Manufacturers

 While developing a herbal product, companies should have to understand, how

consumer perceive the quality of herbal products. At the time of positioning the
product, the company should have to recognise that the recommendations from
friends groups are quite influential.

 The herbal brands should ensure the variety of products that are offered to male
consumers.

 The herbal brands should ensure its availability in the distribution centre and at
reasonable pricing.

 People trust the herbal products due to safety, quality, no side effects, cost, and
cultural acceptability. Herbal products purchased based on the information on the

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 accessibility of herbal products in a market and based on suggestions of family
and friends. As a result, herbal product manufacturers should create awareness of
the availability of herbal products amongst consumers primarily.

 The herbal manufacturing companies can be concentrated more for its pricing and
other related aspects such as quality, quantity, originality and packaging.

 Herbal companies are supposed to develop promotions based on the

recommendations of friends and advertisements because consumers strongly
getting influenced by the recommendations from friends and advertisement.

 While developing marketing strategies for a herbal product requires little different
view than the chemical, cosmetic product. Because consumers evaluate herbal
products based on the price and advertisements.

 Changing product designs and sizes, playing with the prices, features and even
colour do generate a lot of consumer interest and help them to decide to switch
over to any other brand of herbal products. Giving importance to attributes
namely; Price, Design and Features make consumers remain loyal to any specific
brand and therefore it is suggested that marketers could use these attributes for
herbal products to generate consumer awareness, interest and getting a
competitive advantage over others who are reluctant to change quickly and
consequently fail to offer customers something new and yet better.

To Consumers

 The herbal products are highly used in all level of products such as skin care, face
care, hair care and body care. The benefit of herbal products is no side effects and
fits into the budget. Indian consumers are varying in the skin type, and these
herbal products could be used for all types of skins without any side effects.

 Companies are supposed to convey consumers that how they can develop their
personality using herbal products.

To Legal Authorities

 The central or state government could establish an exclusive centre for promoting
the herbal products in Coimbatore district.

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  Most of the consumers are not aware of consumer rights since consumerism is in
an upcoming trend and the social welfare organisations could educate the
consumers about consumer rights.

 Duplication of the brands must be avoided by way of regular checking and proper
awareness about the brands. This duplication of one particular brand would lead
to unfair pricing, improper quality.

5.16 SCOPE FOR FURTHER RESEARCH

 The same research can be extended to other areas of Tamilnadu.

 Since digital marketing is in the upward trend, the future researchers can
concentrate on the online buying behaviour of herbal products.
 This study was focused on general consumers, and in future, this can be
segmented based on the category of respondents such as a male, female, college
students, elders, working category.

5.17 CONCLUSION

This research aims to analyse the buying behaviour of consumers on branded

herbal products. Most of the studies are focused on minimal elements of buying
behaviour of consumers on branded herbal products. The companies should focus
consumers in various dimensions of their purchase such as factors influencing purchase
behaviour, need of the consumers, taste, and preference and most preferably post-
purchase behaviour of the consumer. Buying behaviour takes place in the process of
physical activities such as acquiring, evaluating, using and disposing of herbal products.
Nowadays, consumers are more concerned about their outlook because most of the
people are professionally involving in many activities such as business and education.
Internal and external factors of influence will vary from one product to another.
The consumers regularly prefer especially this kind of fast-moving consumable goods.

Finally, this study concludes that there are various factors in buying behaviour
vary from product to product and brand-to-brand depends on the nature of the usage.
Companies pay attention to these behaviours before formulating the strategies of
segmenting, targeting, and positioning the herbal products.

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