FACTORS INFLUENCING CONSUMERS’ BUYING BEHAVIOURS TOWARDS AYURVEDIC PRODUCTS: A CASE STUDY OF PATANJALI PRODUCTS

The Indian economy has been spearheading the global supply chain of merchandise across several continents. The exigencies of the universal healthcare market catering to varied needs of economies have been met by several types of healthcare products. More recently we have witnessed a paradigm shift from allopathic medicine to ayurvedic medicine owing to its varied benefits and growing curiosity and consciousness of the global market for these products. AYURVEDA – is the Sanskrit word that derived from two synonyms, “Ayur” which means “life” and “Veda” which means knowledge. Ayurveda originated in India centuries year ago but has been distinct in approach to the global population due to varied reasons but has been always around. Ayurvedic therapies are based on the complex compound of herbs, minerals, and metals. India’s domestic market is a huge customer base for many products. Attraction towards India’s market by the various businessmen mainly due to favorable population. Among all FMCG companies in India Patanjali company is the fastest-growing companies. The article focuses on the various factors that influence the consumers' buying behavior towards the purchase of ayurvedic products. Research data was collected using a primary survey of 500 respondents. Descriptive statistics, Chi-square, Garrett ranking methods, correlation and regression analysis statistical tools used in the paper, and it is concluded that Reasonable price, trust, ayurvedic products are the main factors that have attracted the consumers more to purchase the Patanjali ayurvedic products. Most of the consumers are happy and satisfied with the Patanjali ayurvedic products.