Testing the Relationship Between Referral Marketing, Consumer Perception and Brand Loyalty In Ayurvedic Products Amongst Women
Ayurveda is an ancient medical method that uses a variety of floras and herbs in preventing sickness and maintaining healthy lifestyle in the Indian Sub-continent. Women consumers in India prefer to use ayurvedic products to protect themselves against medical disorders, personal care and beauty pro...
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| Format: | Article |
| Language: | English |
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ACHSM
2022-07-01
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| Series: | Asia Pacific Journal of Health Management |
| Subjects: | |
| Online Access: | https://journal.achsm.org.au/index.php/achsm/article/view/1825 |
| _version_ | 1818499520157188096 |
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| author | Sakshee Singh Garima Malik |
| author_facet | Sakshee Singh Garima Malik |
| author_sort | Sakshee Singh |
| collection | DOAJ |
| description |
Ayurveda is an ancient medical method that uses a variety of floras and herbs in preventing sickness and maintaining healthy lifestyle in the Indian Sub-continent. Women consumers in India prefer to use ayurvedic products to protect themselves against medical disorders, personal care and beauty products [1]. During the last decade, the demand for ayurvedic products have grown significantly and therefore every business organization in this sector is aspiring to increase market share by understanding the need of the consumer as well as changing consumer perception through referral marketing and brand preferences.
The purpose of this study is to identify links among referral marketing, customer perception, and brand loyalty in relation to ayurvedic products. A structured questionnaire was created for the purpose of survey, and a pilot study was conducted to ensure its validity. Working women and housewives, were the respondents from whom the data were collected. A total of 242 valid responses were collected from the respondents.
To examine the link between the latent constructs, structural equation modelling was devised for the constructs- referral marketing, consumer perception and brand loyalty.
The study found that referral marketing had positive effect on the perception of the consumer at β = 0.36, CR= 2.59, p=0.000, referral marketing on brand loyalty at β = 0.41, CR= 2.09, p<0.05, accepting the hypothesis H1(Referral marketing has a positive effect on consumer perception); and H2 ( Referral marketing has a positive effect on brand loyalty); Consumer perception affects brand loyalty at β = 0.18, CR= 1.95, p = 0.000, accepting this hypothesis H3.
*(The paper presented at the 7th International Conference on Embracing Change & Transformation Innovation and Creativity 26-28 May 2022)
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| first_indexed | 2024-12-10T20:30:39Z |
| format | Article |
| id | doaj.art-3932c4b7db994195991a432ca01b2831 |
| institution | Directory Open Access Journal |
| issn | 1833-3818 2204-3136 |
| language | English |
| last_indexed | 2024-12-10T20:30:39Z |
| publishDate | 2022-07-01 |
| publisher | ACHSM |
| record_format | Article |
| series | Asia Pacific Journal of Health Management |
| spelling | doaj.art-3932c4b7db994195991a432ca01b28312022-12-22T01:34:41ZengACHSMAsia Pacific Journal of Health Management1833-38182204-31362022-07-0117210.24083/apjhm.v17i2.1825Testing the Relationship Between Referral Marketing, Consumer Perception and Brand Loyalty In Ayurvedic Products Amongst WomenSakshee Singh0Garima Malik1Amity Business School, Amity University, Noida, IndiaAmity Business School, Amity University, Noida, India Ayurveda is an ancient medical method that uses a variety of floras and herbs in preventing sickness and maintaining healthy lifestyle in the Indian Sub-continent. Women consumers in India prefer to use ayurvedic products to protect themselves against medical disorders, personal care and beauty products [1]. During the last decade, the demand for ayurvedic products have grown significantly and therefore every business organization in this sector is aspiring to increase market share by understanding the need of the consumer as well as changing consumer perception through referral marketing and brand preferences. The purpose of this study is to identify links among referral marketing, customer perception, and brand loyalty in relation to ayurvedic products. A structured questionnaire was created for the purpose of survey, and a pilot study was conducted to ensure its validity. Working women and housewives, were the respondents from whom the data were collected. A total of 242 valid responses were collected from the respondents. To examine the link between the latent constructs, structural equation modelling was devised for the constructs- referral marketing, consumer perception and brand loyalty. The study found that referral marketing had positive effect on the perception of the consumer at β = 0.36, CR= 2.59, p=0.000, referral marketing on brand loyalty at β = 0.41, CR= 2.09, p<0.05, accepting the hypothesis H1(Referral marketing has a positive effect on consumer perception); and H2 ( Referral marketing has a positive effect on brand loyalty); Consumer perception affects brand loyalty at β = 0.18, CR= 1.95, p = 0.000, accepting this hypothesis H3. *(The paper presented at the 7th International Conference on Embracing Change & Transformation Innovation and Creativity 26-28 May 2022) https://journal.achsm.org.au/index.php/achsm/article/view/1825Ayurvedic productreferral marketingbrand loyaltyconsumer perception |
| spellingShingle | Sakshee Singh Garima Malik Testing the Relationship Between Referral Marketing, Consumer Perception and Brand Loyalty In Ayurvedic Products Amongst Women Asia Pacific Journal of Health Management Ayurvedic product referral marketing brand loyalty consumer perception |
| title | Testing the Relationship Between Referral Marketing, Consumer Perception and Brand Loyalty In Ayurvedic Products Amongst Women |
| title_full | Testing the Relationship Between Referral Marketing, Consumer Perception and Brand Loyalty In Ayurvedic Products Amongst Women |
| title_fullStr | Testing the Relationship Between Referral Marketing, Consumer Perception and Brand Loyalty In Ayurvedic Products Amongst Women |
| title_full_unstemmed | Testing the Relationship Between Referral Marketing, Consumer Perception and Brand Loyalty In Ayurvedic Products Amongst Women |
| title_short | Testing the Relationship Between Referral Marketing, Consumer Perception and Brand Loyalty In Ayurvedic Products Amongst Women |
| title_sort | testing the relationship between referral marketing consumer perception and brand loyalty in ayurvedic products amongst women |
| topic | Ayurvedic product referral marketing brand loyalty consumer perception |
| url | https://journal.achsm.org.au/index.php/achsm/article/view/1825 |
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