A STUDY ON RELATIONSHIP BETWEEN CONSUMER’S BEHAVIOUR AND MARKETING MIX OF AYURVEDIC PRODUCTS WITH SPECIAL REFERENCE TO THIRUVANANTHAPURAM CITY

Abstract [English]

The growing global recognition of Ayurveda has led to an increasing demand for Ayurvedic products, making consumer behavior a key determinant of their market success. This study investigates the relationship between consumer behavior and the marketing mix of Ayurvedic products in Thiruvananthapuram city, with a sample size of 110 respondents selected through a structured questionnaire survey. The analysis focuses on how the four P’s of marketing Product, Price, Place, and Promotion influence consumer purchasing decisions. The findings reveal that product quality, safety, and authenticity strongly influence consumer preferences, as individuals associate Ayurvedic products with natural healing and long-term wellness. Price emerged as a significant factor, as consumers seek affordable products without compromising on quality. The study also highlights the importance of distribution channels, where accessibility through Ayurvedic stores, pharmacies, and online platforms significantly shapes buying behavior. In terms of promotion, word-of-mouth recommendations, endorsements by Ayurvedic practitioners, and informative advertising campaigns were found to be more effective than conventional promotional methods in building trust and enhancing brand loyalty. Overall, the results confirm a strong positive relationship between the marketing mix elements and consumer behavior towards Ayurvedic products. The study concludes that marketers and manufacturers should prioritize product authenticity, maintain competitive pricing strategies, strengthen distribution networks, and implement consumer-focused promotional strategies to align with consumer expectations and increase market share. These insights offer practical implications for enhancing the growth and sustainability of the Ayurvedic product sector in Thiruvananthapuram.