Purpose: This study focuses on the process from initial curiosity to ultimate consumption in order to examine the elements influencing customer behaviour in the purchase of Ayurvedic products. Due to its holistic approach, perceived value, personal conventions, and customer intimacy goals of the manufacturing firms, the traditional medical system known as Ayurveda has become more popular in contemporary culture. The goal of the study is to comprehend how these elements affect consumer trust, which in turn affects buy intent and ultimate customer behaviour. In essence, it looks at the entire process of how customers interact with and choose Ayurvedic products, emphasising the crucial role that trust plays in this situation.
Design/Methodology/Approach: Secondary sources are used in the current study to obtain information. These sources cover a wide spectrum of published works, including books, journals, magazines, books, papers, and exploratory articles. The study made use of well-known academic databases including Google Scholar, ResearchGate, and ScienceDirect to get access to this data. In essence, the research uses scholarly sources and current information to influence its goals and conclusions.
Results/ Findings: Manufacturers of Ayurvedic products must take into account the intricacy of the factors that influence customer purchase behaviour. Businesses can modify their product offers by carefully examining the many factors that affect consumers' decisions when it comes to herbal items. This analysis enables marketers to effectively customise their strategies and more successfully advertise their products.
Originality/Value: Drawing on the body of existing information, this review analyses the various elements that influence customers who use Ayurvedic products in their purchasing decisions. Its goal is to give producers and marketers insightful information that will assist them better understand the elements that affect consumers in this sector. Armed with this information, companies may create focused marketing plans to effectively advertise Ayurvedic products, ultimately resulting in higher sales and profitability in this market sector.
Type of Paper: Review of Literature.
