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Marketing Strategies and Market Performance of Ayurvedic Products: Evidence from Seller and Consumer Perspectives in Karnataka
Subject area: Management and Commerce · Area of research: Marketing Strategies and Market Performance
Abstract
The rapid expansion of the Ayurvedic sector in India reflects a broader shift toward natural, preventive, and holistic healthcare systems. Karnataka has emerged as a key regional hub for Ayurvedic production and consumption due to its rich biodiversity, strong manufacturing base, and culturally embedded health practices. Despite this growth, limited empirical research has examined how marketing strategies influence market outcomes from both seller and consumer perspectives. This study addresses this gap by investigating the effectiveness of marketing strategies adopted by Ayurvedic firms in Karnataka. The study is based on primary data collected from 500 sellers and 1,226 consumers across major districts of Karnataka using structured questionnaires. A quantitative research approach was adopted, employing statistical tools such as descriptive analysis, exploratory and confirmatory factor analysis, structural equation modelling, regression analysis, ANOVA, and t-tests. The findings reveal that product quality strategies, pricing mechanisms, and modern digital marketing approaches significantly influence sales performance. Traditional promotional strategies continue to play a role in semi-urban and rural contexts, although digital marketing tools such as social media and influencer engagement exhibit stronger effects in urban markets. Niche marketing strategies targeting specific consumer segments also contribute positively to sales outcomes. However, distribution and logistics strategies were found to have limited statistical influence, indicating structural inefficiencies within the supply chain. From the consumer perspective, demographic factors significantly shape purchasing intentions, while satisfaction is influenced by perceived quality, affordability, and marketing effectiveness. The study contributes to the literature by integrating seller and consumer viewpoints within a unified analytical framework and offers practical implications for firms, policymakers, and marketers in strengthening the Ayurvedic sector.
Keywords
ayurvedic marketing, consumer behaviour, digital marketing, sales performance, karnataka, wellness industry
How to cite this paper
@article{1722416,
author = {Dr. Narayana Das},
title = {Marketing Strategies and Market Performance of Ayurvedic Products: Evidence from Seller and Consumer Perspectives in Karnataka},
journal = {Iconic Research And Engineering Journals},
year = {2026},
volume = {10},
number = {2},
pages = {1672-1685},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1722416.pdf},
abstract = {The rapid expansion of the Ayurvedic sector in India reflects a broader shift toward natural, preventive, and holistic healthcare systems. Karnataka has emerged as a key regional hub for Ayurvedic production and consumption due to its rich biodiversity, strong manufacturing base, and culturally embedded health practices. Despite this growth, limited empirical research has examined how marketing strategies influence market outcomes from both seller and consumer perspectives. This study addresses this gap by investigating the effectiveness of marketing strategies adopted by Ayurvedic firms in Karnataka. The study is based on primary data collected from 500 sellers and 1,226 consumers across major districts of Karnataka using structured questionnaires. A quantitative research approach was adopted, employing statistical tools such as descriptive analysis, exploratory and confirmatory factor analysis, structural equation modelling, regression analysis, ANOVA, and t-tests. The findings reveal that product quality strategies, pricing mechanisms, and modern digital marketing approaches significantly influence sales performance. Traditional promotional strategies continue to play a role in semi-urban and rural contexts, although digital marketing tools such as social media and influencer engagement exhibit stronger effects in urban markets. Niche marketing strategies targeting specific consumer segments also contribute positively to sales outcomes. However, distribution and logistics strategies were found to have limited statistical influence, indicating structural inefficiencies within the supply chain. From the consumer perspective, demographic factors significantly shape purchasing intentions, while satisfaction is influenced by perceived quality, affordability, and marketing effectiveness. The study contributes to the literature by integrating seller and consumer viewpoints within a unified analytical framework and offers practical implications for firms, policymakers, and marketers in strengthening the Ayurvedic sector.},
keywords = {ayurvedic marketing, consumer behaviour, digital marketing, sales performance, karnataka, wellness industry},
month = {August},
}