Retailers’ Readiness to Deal and Customers’ Preferences to Buy Herbal Products

Abstract

The herbal products sector in India has experienced significant expansion, driven by growing consumers’ awareness of health, sustainability and natural living practices. This study investigates retailers’ readiness to manage herbal products alongside customers’ purchase preferences within this evolving market. A descriptive research design was adopted, with prime data collected from 43 retailers and 150 customers in Tamil Nadu.

The findings indicate that while retailers exhibit a moderate level of awareness regarding herbal products, they face notable challenges related to quality assurance, regulatory compliance, and inadequate marketing support. From the consumers’ perspective, younger, educated and health-conscious segments demonstrate a strong preference for herbal soaps and powders. Product quality and brand trust emerge as the primary determinants influencing purchase decisions.

The study highlights the necessity for herbal product firms to strengthen their market positioning through effective branding strategies, enhanced retailer education, improved packaging, and reliable certification practices. These measures are critical for building consumers trust and ensuring sustained competitiveness in the rapidly expanding herbal products market.