A Study to Measure Market Potential and Customer Buying Motives with Reference to Himalaya Drug Company

Abstract

This research study investigates the market potential and customer buying motives pertaining to the Himalaya Drug Company, a leading player in the Indian herbal healthcare and personal care industry. The primary objective is to assess consumer behavior, product preferences, brand perception, and factors influencing purchasing decisions. The study employs an empirical research design using qualitative methods and convenience sampling, with data collected from 50 respondents in Nagpur. Through structured questionnaires and analysis of both primary and secondary data, the study explores how psychological, social, cultural, and personal factors drive consumer choice in the FMCG sector, particularly for ayurvedic products. Findings reveal that Himalaya enjoys strong brand recognition and customer trust, largely due to its natural product formulations, pricing strategies, and wide product range. Moreover, the study confirms that customers associate Himalaya with quality and reliability, contributing to its significant market share. Based on these insights, the study provides strategic recommendations for enhancing customer satisfaction, sustaining market leadership, and expanding into new consumer segments.