A Socio-Demographic Perspective and the COVID-19 Effect on Indian Ayush Products

This research paper investigates the association between various demographic factors and consumer behaviour in the context of Ayush product consumption. The study explores the preferences and purchase decisions of individuals based on gender, age, education level, and income providing valuable insights into the diverse and dynamic landscape of the Ayush product market. Findings reveal distinct gender-based differences in Ayush product usage, with females exhibiting a higher preference for Ayush body and beauty products, emphasizing their interest in natural alternatives for personal care. Additionally, highly educated individuals prioritize natural ingredients and place a greater emphasis on product quality when making purchasing decisions, indicating their discerning approach towards Ayush products. Further analysis demonstrates that the unemployed or less income group shows a strong inclination towards Ayush and natural alternatives, driven by their belief in the health benefits of such products. The findings of this research shed light on the diverse and dynamic nature of Ayush product consumption, paving the way for further exploration and informed decision-making in this burgeoning industry.