This paper examines marketing intricacies for herbal ingredients in India and obstacles to consumer decision making regarding herbal products. Qualitative interviews were conducted with individuals aware of herbal products but not regular buyers to understand barriers. Findings confirmed most participants did not regularly buy herbal products and identified a lack of perceived behavioral control as a barrier. While Indian consumers have a positive attitude towards herbal products, they do not fully understand the benefits. The paper concludes innovative advertising is needed to educate consumers and encourage sustainable consumption, in order to overcome obstacles to herbal purchases in India.

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Marketing Intricacies For
Herbal Ingredients in a
Bio-diversified Country and
Obstacles in Consumer
Decision Making
Dr.Bhavannarayana Kandala
Professor, Pendekanti Institute of Management
HYDERABAD
Dr.P.Kameswara Rao
Professor & Principal
RISHI UBR PG College for Women
Hyderabad

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Contents
1) Abstract
2) Introduction
3) Conceptual Framework
4) Objectives
5) Research Method
6) Discussion Based on Findings
7) Conclusion

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1. Abstract
• The alternate from traditional to herbal
ingredients has been discovered to have benefits
for environmental sustainability and for
consumers’ health.
• Consumption degrees are low in India and there
is incomplete perception of the limitations to
herbal consumption.
• Rapid reduction in natural resources as a
consequence to the expanded urbanization,
global warming and reduced natural habitat
posed a considerable threat to the sustainability
of traditional medicine or herbal ingredients.

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• In this qualitative research interviews had
been carried out with folks who have been
mindful of natural products then again
have been no longer regular buyers of
natural products.
• Snowball sampling used to be used to
recruit contributors to the find out about
to greater understand boundaries to
natural purchases.
• Qualitative data obtained from interviews
used to be transcribed and thematic
contrast conducted.

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2.Introduction
Buyer
An estimate that the global pharmaceutical
market was worth crosses $130 billion by 2020
People across the world has identified that the
high prices and harmful side effects of synthetic drugs,
people rely more on herbal drugs and this trend is
growing, not only in developing countries but
in developed countries too.

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7. 3. Conceptual Framework
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4.Research Objectives
a.To know the boundaries to natural
consumption in a developing country
such as India
b.To assess the consumer decision making
on herbal products
c.To identify key marketing intricacies
including advertising of herbal
ingredients

9. 5.Researh Method (Sampling)
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In sociology and statistics research, snowball
sampling (Goodman, L.A. (1961), or chain
sampling, chain-referral sampling, referral
sampling is a non-probability sampling
technique where existing study subjects recruit
future subjects from among their acquaintances.
Thus, the sample group is said to grow like a
rolling snowball.

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6. Discussions based on Findings
1. Organic buying behaviour patterns
Findings confirmed that participants do
no longer often buy natural merchandise
even although they understand of natural
buy benefits as responses had been from
individuals who in no way purchase
natural (64%) and from these who
offered natural from time to time (36%).

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6. Discussions based on Findings
2. Consumer attitudes toward natural purchasing
• It was confirmed that Natural food products are
becoming increasingly popular worldwide due to their
health and environmental benefits.
 In this modern age of digitalization, consumers have access
to an ample amount of information regarding a product’s
quality and benefits, which makes consumers more
conscious of their consumption patterns and their impact on
social and environmental development.
•
 Likewise, marketing strategies have also taken a dramatic
leap forward and started focusing on social responsibility,

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6. Discussions based on Findings
3. Subjective norms and herbal buy behaviour
 The finding indicates that the overlap
between attitudes and subjective norms in
occurs when the attitudes studied are social
in nature.
 In Indian market the results also established
the mediating role of brand affect and brand
trust. Thus, it appears that herbal ingredients
are however to emerge as a social norm in
India as is the case in India.

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6. Discussions based on Findings
4. Perceived behavioural control and herbal purchasing
The findings disclose that there is moreover a perceived lack
of manipulate evident in the participants’ responses which may
additionally properly be a purpose for their lack of natural
purchasing.
5. Environmental concern, fitness cognizance and moral
attitude
Indian clients can come to be conscious of benefits of taking
care of the environment. Thus, consumer education can help
consumers to be better educated about natural benefits which
would maybe lead to buy of organic products.

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1. This paper is aimed to existing a higher grasp of the
boundaries to natural consumption in a developing
country such as India and to improve innovative
advertising and marketing verbal alternate techniques
to overcome these.
2. The Indian buyers in the find out often have a
tremendous mind-set towards herbal merchandise but
they do now no longer truly apprehend or accept as
actual with the benefits associated with consumption of
natural produce.
7. CONCLUSION

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4. However, to lead consumers to sustainable
consumption, creative advertising conversation
matters to do have to be conducted. Marketing
activities encouraging sustainable consumption
include promotion a higher satisfactory of existence of
existing day consumers and future generations.
5. Recommendations are made to farmers, retailers,
the organic produce organization as nicely as
government, on how to use revolutionary conversation
strategies to overcome the obstacles to organic
purchases in India. As such this paper makes each a
theoretical and a sensible contribution.

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