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Exploring consumer purchase intentions and behavior of buying ayurveda products using SOBC framework |
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| Affiliation: | 1. Symbiosis Institute of Business Management, Nagpur, Constituent of Symbiosis International (Deemed University), Pune, India;2. Symbiosis Centre for Management Studies, Nagpur, India Constituent of Symbiosis International (Deemed University), Pune, India;3. Dr. Ambedkar Institute of Management Studies and Research, Nagpur, India;4. Department of Administration, Faculty of Business Administration, University of Tabuk, Saudi Arabia;1. Brandon University, Brandon, Manitoba, R7A6A9, Canada;2. Department of Marketing, School of Business, University of Queensland, St Lucia, QLD, 4067, Australia;1. École de gestion, Université de Sherbrooke, Sherbrooke, QC, J1K 2R1, Canada;2. Montpellier SupAgro, 2 place Viala, 34060, Montpellier France;3. Université Pierre Mendès-France, BP 47, 38040, Grenoble Cedex, France;1. Facultad de Ciencias Económicas y Empresariales, University of Burgos. Plaza Infanta Doña Elena s/n 09001, Burgos, Spain;2. Facultad de Ciencias Económicas y Empresariales, University of Castilla – La Mancha. Plaza de la Universidad, 1 02071, Albacete, Spain;3. Facultad de Mercadotecnia, UPAEP University, Calle 21 Sur 1103, 72410, Puebla, Mexico;1. University of Alberta, Alberta School of Business, University of Alberta, 116 St & 85 Ave, Edmonton, AB T6G 2R3, Canada;2. AUDENCIA Business School, IN SITU Lab, AUDENCIA Business School, 8 route de la Jonelière, BP 31222, 44312, Nantes Cedex 3, France;3. Université de Nantes, IUT de Saint-Nazaire, Laboratoire d''Economie et de Management (LEMNA), IUT de Saint-Nazaire, 58 Rue Michel-Ange, BP 420, 44600, Saint Nazaire, France;4. School of Management, Université du Québec à Montréal (ESG UQAM), Observatoire de la consommation responsable, 315 Saint-Catherine St E, Montreal, QC H2X 3X2, Canada;1. Institute of Public Enterprise, Hyderabad, Telangana, India;2. Emlyon Business School, Écully, France;3. Montpellier Business School, France;4. Montpellier Business School, France |
| Abstract: | The research intended to study the consumer's buying behaviour of Ayurveda products by examining factors that influence consumer's buying decision. Stimuli-Organism-Behaviour-Consequence (SOBC) framework was deployed to test 1316 responses collected using a structured questionnaire. Analysis was performed using CB-SEM method while demographic variables were used as moderator. The four dimensions used in the study, including Stimuli (Health consciousness, Product attribute); Organism (Product availability. Ethnocentrism and Environmental and Sustainability Orientation); Behaviour (Customer beliefs and Purchase intention) and Consequence (Buying behaviour) were found to hold positive association as hypothesized. House-hold income and educational qualification moderated the relationship between organisms and behaviour as well as behaviour and consequence. SOBC model is unique in context of traditional/culture oriented products. The constructs incorporated in the SOBC model provides novelty to the study. Inclusion of Ethnocentrism and Product Availability as Organism have not been examined in the previous studies. The study adds to current literature on consumer behaviour specifically in the context of traditional products. Identifying Health Consciousness in the context of generic Ayurveda products with a unique set of variables contributes to the literature.The identification of stimuli causing behaviour such as health consciousness and product attribute and organisms that influence behavioural response including product availability ethnocentrism as well as environmental and sustainability orientation provide consumer insights to marketers and firms dealing in traditional products. The perspective on consumer beliefs provide directions of policy formulation to governments. |
| Keywords: | SOBC Model Ayurveda products Ethnocentrism Customer belief: buying behaviour Product attribute |
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