NEEDO-CONSUMPTION AFFECTING PURCHASE OF AYURVEDIC PRODUCTS: AN EMPIRICAL STUDY OF DELHI NCR REGION IN INDIA

Abstract

In today’s scenario, the purchase of Ayurvedic products is gaining grounds among consumers globally, especially in the Indian context. Despite its popularity and apparent health benefits there is a disconnect in consumers behavioural intention and actual purchase for these products. In this backdrop, the study intends to examine consumers’ purchase behaviour for Ayurvedic products on lines of the ‘theory of planned behaviour’ (TPB) through doubleaddedset up (a) perceived value (b) long term health orientation. The study used a cross-sectional research design and data was collected from 280 Delhi/NCR consumers using Google Forms. Exploratory factor analysis was applied to initially identify the factors, then confirmatory factor analysis was carried out to confirm them. The relationship of the constructs with the purchase intention was further tested using multiple regressions. Thus, the study extends the TPB technique in a exclusive way connecting 2 additional concepts- perceived value and long term health orientation- with purchase intention.

Keywords: Needo-Consumption, Purchase intention, consumer’s behaviour, Perceived Value, Attitude, Subjective Norms