Impact of Advertising and Marketing Mix on buy trends of customer towards Herbal Products in India | Original Article

ABSTRACT:

In today's world, people are becoming more aware of the dangers posed by manufactured goods such as medicine, food, and other items that are made with human-made chemicals that contaminate the environment. This has resulted in increased awareness of the environment and people's own well-being, resulting in shifts in buyer inclinations and purchases. Purchasers are now considering the item's impact on their health and well-being. Green marketing has risen as a result of this. Growing green advertising has aided in the expansion of the market for homegrown products as well as the number of consumers who buy them. There is currently a large display of herbal products made with herbs such as cucumber, tamarind, and Aloe Vera. Their popularity is growing, which is causing the industry to increase. As a result, businesses are focusing their efforts on producing homegrown products such as organic cleanser and homegrown facial care products, among other things. Regular and home grown things are more popular among Indian customers. In India, the natural item sector is predicted to grow at a pace of 12. Herbalists have developed strategies to penetrate additional Indian marketplaces in this way. In any case, there is still a lack of demand for homegrown products assembled in India. The goal of this study is to measure the effects of marketing mix on consumer buying patterns. The study looked at the four 'P's of marketing product, pricing, location, and promotion. A systematic questionnaire was used to conduct the survey. The study's sample size was determined to be 384.After removing the faulty questionnaires, a total of 297 items were considered for the study. The study's findings revealed that brand and advertisement have a substantial impact on consumer buy trends, however cost and location variables had no influence on the purchase patterns of consumers who use herbal brands.