Influence of Advertising and Promotion on Ayurvedic Product Buying Decisions

The Indian market for Ayurvedic products has experienced rapid growth in recent years due to increasing health awareness, preference for natural remedies, and dissatisfaction with the side effects of allopathic medicines. In this competitive environment, advertising and promotion play a vital role in influencing consumer buying decisions. The present research paper aims to examine the influence of advertising and promotional activities on consumers’ buying decisions towards Ayurvedic products. The study is based on primary data collected from 100 consumers using a structured questionnaire. Various advertising media such as television, social media, print media, and online platforms, along with promotional tools like discounts, offers, free samples, celebrity endorsements, and doctor recommendations, have been analyzed. Statistical tools such as percentage analysis, mean score analysis, correlation, and regression analysis were used for data interpretation. The findings reveal that advertising significantly influences consumer awareness, attitude, and purchase intention towards Ayurvedic products. Promotional activities, particularly discounts and social media campaigns, play a crucial role in motivating consumers to try and repeatedly purchase Ayurvedic products. The study concludes that credible and informative advertising combined with effective promotional strategies can positively impact consumer buying decisions. The paper also provides suggestions for marketers to design more consumer-centric advertising and promotional strategies for Ayurvedic products.