A Study on the Antecedents of the Buyer Behavior of Herbal Health Products

Abstract

The purpose of this research is to study the theory of planned behavior and see what newlineother constructs could be added to investigate the buyer behavior of Herbal health newlineproduct as a life style product. The consumers will be mostly the users of herbal newlineproducts; either it could be herbal health products and beauty products. The study newlineinvestigates the reason behind the purchase of buying herbal products. Probably be newlinethe nutrition requirement, Precautionary measure or to maintain health and beauty. newlineMay be the consumers of herbal products consume to improve their lifestyle and lead newlinean active and healthy life. The study also investigates, what cognitive components, newlineself image may have an impact on the consumerand#8223;s attitudes which intends to perform newlinethe behavior. newlineThis study models the relationship between the attitudes, intention, behavior with the newlinegaps identified in the research and literature review. newlineThe study considered the consumers who consume herbal health products. The newlineconceptual model was proposed and tested the Model. newlineThe study adopts descriptive research and uses the quantitative research design for the newlinesample size of 400. The study uses judgmental sampling for the collection of the data. newlineValidated questionnaires were framed form the previous research and marketing newlinescales handbook by William O Bearden and theory of planned behavior survey newlinemethod scale. newlineThe pilot study was conducted for 50 sample sizes who were the regular users of newlineHerbal health products. The Questionnaires were tested for Reliability. Ihave newlinecollected the data from 400 consumers of Herbal health products. I have used the newlinevi newlinestatistical tool, Structural Equation Modeling. The results will enable the Herbal newlinecompanies to develop strategies to increase their market and also enable a Healthy newlinesociety. newlineFrom the theoretical perspective, the study adds and makes further understanding on newlinethe constructs of attitude, intention and behavior.