ANALYSIS OF CHANGES IN CONSUMER PURCHASING BEHAVIOR OF HERBAL AND AYURVEDIC PRODUCTS BEFORE AND AFTER COVID-19

Abstract

Consumers today are more aware of their duties and seek as much information as possible before making purchasing decisions for goods and services. This "consumerism" has caused businesses to reconsider their previous strategies and take note of consumer behaviour toward their products and services. These various conditions have resulted in the formation of consumer behaviour as a discipline of study, which continues to pique the interest of not just businesses, consumers, students, and researchers. The main aim of the study is to analyse of changes in consumer purchasing behavior of herbal and ayurvedic products before and after COVID-19. The responses show some variation in consumer buying behaviour of herbal and ayurvedic products between before and post COVID-19 pandemic. Before COVID-19, a higher percentage of respondents reported very frequently preference in buying behaviour compared to post COVID-19. Similarly, before COVID-19, a frequently proportion of respondents reported slight increases preference in buying behavior of herbal and ayurvedic product compared to post COVID-19. The proportion of respondents reporting never in buying behaviour of herbal and ayurvedic product remained relatively stable between before and after COVID-19.