CONSUMERS’ PREFERENCE FOR HERBAL PRODUCTS – A STUDY IN BENGALURU CITY
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Date
5-11-11
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UNIVERSITY OF AGRICULTURAL SCIENCES GKVK, BENGALURU
Abstract
The present study made an attempt to examine the brand-wise categories of herbal
products, factors influencing the purchase decision of herbal products by consumers,
purchase behaviour of consumers of herbal products and brand loyalty of consumers for
herbal products in Bengaluru city. For the study, data were elicited from 120 consumers
drawn purposively from the city. The major brands of herbal products available in the
city were Himalaya Herbals, Biotique, Lotus, Ayur Herbal, VLCC, Khadi Naturals,
Forest Essentials, Just Herbs, Vaadi Herbals, Jovees Herbal and Patanjali. Quality was
the major factor which influenced the consumers to purchase herbal products. Television
was one of the sources of information about herbal products for all the sample
respondents as it is the most popular mass media among people. Majority (64.17 %) of
the consumers were influenced by friends and relatives with regard to purchase of herbal
products. Most (87.50 %) of the sample consumers found it very convenient to shop for
their requirements including herbal products in modern retail formats such as hyper
markets, super markets, department stores, etc. as they provide a wide range of brands
and products including herbal products under one roof. The availability of products in a
store was the most significant factor which influenced the consumers’ preference for the
store for making their purchases of products. With regard to brand loyalty among
consumers, Biotique brand was the most stable brand as it had the highest retention
probability of 0.60