Title: Study of consumers' buying pattern of dietary supplements

Authors: Sohela Malik; Nidhi Tandon

Addresses: School of Commerce, Manav Rachna International Institute of Research and Studies (Deemed to be University), Faridabad, India ' School of Commerce, Manav Rachna International Institute of Research and Studies (Deemed to be University), Faridabad, India

Abstract: Today's competitive world forces an individual to live a stressful life which leads to no other option but to compromise with their healthy habits. So, in order to cope up with this situation, individuals are moving towards dietary supplements. Dietary supplements are characterised as any health product that is largely expected to enhance the eating regimen when taken in form of any tablet, capsules, etc. This research talks about the increasing intake of dietary supplements among the population of age group above 18 years and the factors that affect their purchase. With the corona virus pandemic, a few patterns have speed up, while shopper needs have changed in accordance with the emergency. Customers in India have started putting their wellbeing first and this research demonstrates that respondents focus harder on a nutritious eating routine.

Keywords: consumer buying behaviour; dietary supplements; nutraceutical industry; corona virus pandemic.

DOI: 10.1504/IJBFMI.2025.143004

International Journal of Business Forecasting and Marketing Intelligence, 2025 Vol.10 No.1, pp.22 - 36

Received: 20 Jun 2023
Accepted: 26 Jun 2023
Published online: 02 Dec 2024 *

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