Factors Affecting

Consumer
Behaviour Towards
Ayurvedic Food
Products
PRESENTED BY:- SILADITYA MITRA

MBA IV C

0211MBA003
 Keywords

Ayurvedic Food Products, Health

consciousness, Price, Quality, Ayurvedic
Purchase intentions, Awareness.
 Variables Of The Study
Dependent Variable Independent Variable

1. Ayurvedic Purchase Intention 1. Health Consciousness

2. Quality
3. Price
4. Knowledge & Awareness
Introduction
Ayurveda, an ancient Indian healthcare system, is considered one of the world's oldest and most
comprehensive healing systems. The system emphasizes natural remedies and a holistic approach to
wellness. The use of ayurvedic products has been gaining popularity worldwide due to its potential benefits
in maintaining overall health and wellbeing. This has led to an increasing interest in the study of consumer
behaviour towards ayurvedic products.
 Literature Review
One of the most crucial factors that influence consumer behaviour towards Ayurvedic products is Price (Mishra & Manchanda, 2017).
Consumers are often willing to pay a premium for products that are perceived to be of high quality or have health benefits, but there is a
limit to how much they are willing to pay. Therefore, pricing strategies must be carefully considered to attract customers while also
ensuring profitability.

Health consciousness is another important factor that influences consumer behaviour towards Ayurvedic products (Thakur & Srivastava,
2017). Consumers who are health-conscious are more likely to be interested in Ayurvedic products as they are perceived to be natural and
free from harmful chemicals. Therefore, businesses must target health-conscious consumers with messaging that emphasizes the benefits of
Ayurvedic products.

Awareness is another factor that impacts consumer behaviour towards Ayurvedic products (Verma & Mehta, 2018). Consumers who are
aware of Ayurveda and its benefits are more likely to purchase Ayurvedic products. Therefore, businesses must focus on educating
consumers about Ayurveda and the benefits of Ayurvedic products through advertising, social media, and other marketing channels.
Research Questions
Q1. How do demographic factors such as age, gender, and income influence consumer behaviour
towards Ayurvedic products?

Q2. What is the relationship between price perception and consumer behaviour towards Ayurvedic
products?

Q3. To what extent does the quality of Ayurvedic products impact consumer behaviour?

Q4. How does consumer health consciousness influence the purchase of Ayurvedic products?

Q5.What role does awareness of Ayurvedic products and their benefits play in consumer behaviour?
Hypothesis
o H1: Demographic factors such as age, gender, and income significantly impact consumer behaviour
towards Ayurvedic products.
o H2: Consumers are more likely to purchase Ayurvedic products if the price is perceived to be reasonable
and affordable.
o H3: Higher quality perceptions of Ayurvedic products lead to greater consumer satisfaction and higher
purchase intentions.
o H4: Consumers with a greater level of health consciousness are more likely to prefer Ayurvedic products
over conventional products.
o H5: Higher awareness of Ayurvedic products and their benefits leads to a greater likelihood of purchasing
Ayurvedic products.