CONSUMERS’ PREFERENCE FOR HERBAL PRODUCTS – A STUDY IN BENGALURU CITY
| dc.contributor.advisor | GIRISH, M. R. | |
| dc.contributor.author | SHRUTHI, M. R. | |
| dc.date.accessioned | 2020-10-05T04:35:19Z | |
| dc.date.available | 2020-10-05T04:35:19Z | |
| dc.date.issued | 5-11-11 | |
| dc.description.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 | en_US |
| dc.identifier.other | Th-12217 | |
| dc.identifier.uri | https://krishikosh.egranth.ac.in/handle/1/5810152315 | |
| dc.keywords | Herbals, Biotique, Lotus, Ayur Herbal, | en_US |
| dc.language.iso | English | en_US |
| dc.pages | 71 | en_US |
| dc.publisher | UNIVERSITY OF AGRICULTURAL SCIENCES GKVK, BENGALURU | en_US |
| dc.sub | Agricultural Marketing and Co-operation | en_US |
| dc.theme | CONSUMERS’ PREFERENCE FOR HERBAL PRODUCTS | en_US |
| dc.these.type | M.Sc | en_US |
| dc.title | CONSUMERS’ PREFERENCE FOR HERBAL PRODUCTS – A STUDY IN BENGALURU CITY | en_US |
| dc.type | Thesis | en_US |