Volume : 11, Issue : 3, MAR 2025

CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.

A STUDY ON CONSUMER BEHAVIOUR TOWARDS HERBALIFE NUTRITION PRODUCT IN MADURAI CITY

P. SASIKUMAR, DR. N. ILLAMBIRAI

Abstract

Consumer behavior plays a crucial role in determining the success of any product in the market. This study aims to analyze consumer behavior towards Herbalife Nutrition products in Madurai City, focusing on factors influencing purchasing decisions, consumer satisfaction, and brand perception. The study employs a survey-based research methodology, collecting data from a sample of Herbalife consumers in the region. Key variables such as product awareness, price sensitivity, quality perception, health consciousness, and marketing influence are examined. The findings reveal that health benefits, brand reputation, and word-of-mouth marketing significantly impact consumer preferences. However, concerns regarding pricing and product authenticity also emerge. The study provides insights for Herbalife distributors and marketers to enhance customer engagement strategies and improve market penetration in Madurai City.

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Article No : 90

Number of Downloads : 569

References

1. Preference and Satisfaction of Consumers towards Herbalife Products—An Analytical Study: This study examines consumer preferences and satisfaction levels regarding Herbalife products, analyzing factors such as pricing and consumer expectations.

2. A Study on Buying Behaviour of Consumers Towards Organic Cosmetic Products in Madurai City: This research explores consumer behavior towards organic cosmetic products in Madurai, focusing on factors influencing purchasing decisions.

3. A Study on Consumer Purchasing Behavior towards Herbal Products using Theory of Planned Behavior (TPB): This study investigates consumer purchasing behavior towards herbal products, employing the Theory of Planned Behavior to understand influencing factors.

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