CONSUMER BUYING BEHAVIOUR AND PURCHASE INTENTION OF PATANJALI PRODUCTS
Background: The preference for products that provide total satisfaction while also protecting health reflects the fact that prospective consumers of this generation are becoming more health-conscious and attempting to improve their quality of life. When a buyer buys a product, they go through a purchasing behaviour process. Purpose: This research paper seeks to identify the factors that impact the purchasing decisions of customers in regards to Patanjali products. Methodology: Both primary and secondary data were collected through the utilisation of a Google Form survey. The primary data was obtained through the practise of convenient sampling from a sample of 75 consumers in the Prakasam district of Andhra Pradesh, India. This paper investigates the factors that influence the consumer decision-making process regarding Patanjali products. The purpose of multiple regression analysis is to determine the relationship between independent and dependent variables. Findings: The results shows that there is no significant difference between gender, age, income and buying behavior of consumer and their purchase intention towards Patanjali products. Originality/Value: Patanjali has grown tremendously in the previous few years, thus this research is critical. The study has a number of managerial implications. It has been emphasised that demographic variables such as age, income, and gender play no important effect in shaping the customer's purchasing behaviour and purchase intention.
Buying Behaviour, Purchase Intention, Patanjali Products, Andhra Pradesh.