Abstract

T
his research paper delves into the awareness and perceived effectiveness of Ayurvedic medicines among the Indian diaspora. Additionally, it explores the underlying factors that shape the mentality of Indian consumers and influence their buying behavior in the context of Ayurvedic products, with a specific focus on skincare products. The study adopts a holistic approach to examine the level of awareness and attitude of consumers toward Ayurvedic skincare prod- ucts. Employing a descriptive research design, the paper aims to identify the demographic characteristics of consumers of Ayurvedic skincare products in Karnataka, India. Data collection is carried out using stratified sampling, ensuring representative insights from diverse consumer segments. A 5-point Likert scale is utilized for data gathering, allowing for nuanced assessments of consumer perceptions. Both primary and secondary data sources are lever- aged for comprehensive analysis. Findings from the data analysis revealed that consumers’ purchase behavior is influenced by various factors, includ- ing family preferences, pricing considerations, product ingredients, and the influence of advertisements. Interestingly, the study uncovers that consumers display limited knowledge about Ayurvedic skincare products, leading them to rely heavily on the aforementioned factors while making purchase decisions. An intriguing suggestion emerges from the younger cohort of consumers who advocate for the establishment of a regulatory body to study the effectiveness of Ayurvedic skincare products. This proposal aims to verify the claims made by manufacturers regarding the efficacy of their products, even though Ayurveda is deeply rooted in India’s traditional healthcare system. Overall, this research paper offers valuable insights into the awareness, attitude, and buying behav- ior of Indian consumers towards Ayurvedic skincare products, shedding light on the dynamic factors that shape their preferences and decisions. The study’s implications hold significance for marketers and policymakers seeking to bet- ter understand and cater to the needs of the Indian skincare market