An Analysis on Consumer Preference of Ayurvedic Products in Indian Market

Richa Misra, Sonali Singh and Renuka Mahajan
Additional contact information
Richa Misra: Jaipuria Institute of Management, Noida, India
Sonali Singh: Jaipuria Institute of Management, Noida, India
Renuka Mahajan: Jaipuria Institute of Management, Noida, India

International Journal of Asian Business and Information Management (IJABIM), 2020, vol. 11, issue 4, 1-15

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.

Date: 2020
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 18/IJABIM.2020100101 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jabim0:v:11:y:2020:i:4:p:1-15

Access Statistics for this article

International Journal of Asian Business and Information Management (IJABIM) is currently edited by Patricia Ordóñez de Pablos

More articles in International Journal of Asian Business and Information Management (IJABIM) from IGI Global
Bibliographic data for series maintained by Journal Editor ().