Vol. 10, Special Issue 10 (2021)

Author(s):
Raghava Segu, Divya K, Murugananthi D and Kavitha M

Abstract:
The population is increasing rapidly that leading to a change of lifestyle, health & wellbeing of every individual. The immune system is a natural defence system that is present in every individual, plays a vital role to fight against infections caused by foreign pathogens. India is a country gifted with numerous herbal medicinal plants having medicinal properties that help to build strong immunity. This paper is focused on consumer buying behaviour towards herbal based immunity boosters with a sample size of 246 consumers chosen through convenience sampling. The majority of respondents are male, between the ages 21-30 years, postgraduates and married, having a family size of 3-5 members, with income above Rs 50,000/- monthly. The findings of the study showed that the majority of consumers were moderately aware of the term herbal immunity boosters and purchasing herbal immunity boosters occasionally followed by once in a month, rarely, often and weekly. With help of the Chi-Square test, it is known that there is a significant association between purchase frequency and demographic parameters like age, educational status, profession, marital status, family size and income but there is no significant association between gender and frequency of purchase, educational status and frequency of purchase.