CONSUMER PURCHASE BEHAVIOR TOWARDS AYURVEDIC COSMETIC PRODUCTS IN BAHADURGARH

Dalal, Rooma, and Abhishek

Research Scholar, Baba Mastnath University Rohtak Haryana

Assistant Professor, Baba Mastnath University, Rohtak Haryana

ABSTRACT 

Consumers are the king of the market as they have full liberty to choose or not to choose the specific product. In this present paper we will focus on the study of consumer purchase behavior. Consumer is considered as a user, payer and a buyer who plays important and distinct role in the market. To study the purchase behavior of the consumer, we have to take some important factors. This research paper is well focused on the progress of approach taken by the consumer behavior related to purchase. The aim of the research is to analyze the steps that affect the purchase behavior of the consumers with respect to herbal and non-herbal beauty products. The nature of the research is descriptive. Data has been collected by the researcher to perform the research with the help of secondary method and quantitative method. Non-herbal products are used less as compared to the herbal products because herbal products have a huge impact on people over non-herbal products and the consumers prefer herbal products over non-herbal products. In the latest times it is noticed that there has been an excessive growth in the market of herbal products for skin than the non-herbal products. Timescale and budget are the prime limitation of this research study. This research study is done via secondary data analysis, so it is very important to create suitable questions and select right options for questionnaire by the researcher.

Keywords: consumer purchase behavior, consumer, cosmetic products, herbal products, non-herbal products, consumer behavior.

Impact Statement

Consumers are the king of the market as they have full liberty to choose or not to choose the specific product. In this present paper we will focus on the study of consumer purchase behavior. This research paper is well focused on the progress of approach taken by the consumer behavior related to purchase. The aim of the research is to analyze the steps that affect the purchase behavior of the consumers with respect to herbal and non-herbal beauty products. Non-herbal products are used less as compared to the herbal products because herbal products have a huge impact on people over non-herbal products and the consumers prefer herbal products over non-herbal products. In the latest times it is noticed that there have been an excessive growth in the market of herbal products for skin than the non-herbal products. 

About Author/s

Rooma Dalal (Author)

Rooma Dalal is a post-doctoral research fellow at the University Baba Mastnath University. Before joining academia, she has worked extensively in Software organization as a HR who has 5+yrs of experience in HR and management field. For me, Ph.D. was not all about a degree, it was a sentiment. It is a moment of Pride and satisfaction to look back with a deep sense of contentment at the long-travelled path, so as to be able to capture some of the finest times. Words fail to convey my deep gratitude to thank the unlimited number of people for their enormous love, support and blessings that made this day possible for me.

Dr. Abhishek (Co-Author)

Dr. Abhishek is an Assistant Professor of management in Baba Masthnath Unvivesity and has 6+ years of experience in teaching field. His keen interest areas are Business Environment, International Environment, Finance, and Economics. His immense knowledge, suggestions and guidance has helped many students including me in all the time of research and writing of the research paper. He makes sure to guide and provide help to students and the institution in many aspects including organizing the field trips, placements, annual functions. For his immense efforts and contribution towards the institution he has been acknowledged by various awards. 

REFERENCES

1. Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014). Consumer behavior: Buying, having, and being, 10. Pearson Education.

2. Kishor, K., Singh, K., Gambhir, L., & Sharma, M. D. (2016). Volume-7, Issue-3, July–Sept-2016 coden IJABFP-CAS-USA copyright s@2016 Received: 9th May 2016 revised: 28th May 2016: 29th May 2016 Research article comparative evaluation of marketed herbal and non-herbal shampoo products against pathogenic bacterial and fungal cultures.

3. Jaggi, R., & Ghosh, M. (2017). Consumer perception of Patanjali products: An analytical study. IUP Journal of Brand Management, 14(1), page-13.

4. Sumadevi, S. (2023). Impact of social media on Youth: Comprehensive Analysis. Shodh Sari-An International Multidisciplinary Journal, 02(04), 286–301. https://doi.org/10.59231/sari7640

5. Sulaiman, N., Ahmed, A., Lip Tan, C., Ibrahim Jatau, A., Lin Lua, P., Mohd Jofrry, S., Heberd Abdullah, A., & Wong, T. W. (2017). Consumption of herbal products: A study of urban community survey. Australasian Medical Journal, 10(2). https://doi.org/10.21767/AMJ.2017.2797

6. Rani, P. (2014). Factors influencing consumer behavior. International Journal of Current Research and Academic Review, 2(9), 52–61.

7. Singh, M. (2023). Emerging trends of E-Commerce in India. Shodh Sari-An International Multidisciplinary Journal, 02(04), 382–391. https://doi.org/10.59231/sari7646

8. Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behavior and future research directions. International Strategic Management Review, 3(1–2), 128–143. https://doi.org/10.1016/j.ism.2015.04.001