A Study On Consumer’s Buying Behavior Towards Herbal Products With Special Reference To Chennai City

Abstract

The size of the consumer market is very big with the introduction of new products at an ever expanding rate resulted in many products facing market disasters. Consumer preferences are ever changing and have several reasons.  It is important for the marketer to understand the consumers buying behavior. Hence the researcher attempted to explore the present scenario of the herbal products and the consumer’s perception towards herbal product.  From the Analysis of variance (ANOVA) it was observed that there is no significant difference in the qualification, mode of purchase towards the perception of buying behavior.  Further the regression analysis revealed that   monthly Income of the consumers are closely associated with decision making of consumer, buying Situations, external influence, Marketing Influence, Personal preference and Purchasing power of consumer. The factor analysis has supported up to 68.376 percent for the present study.