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Title: :  A QUANTITATIVE STUDY OF CONSUMER BEHAVIOUR TOWARDS NUTRITIONAL SUPPLEMENTS IN HYDERABAD
PaperId: :  27874
Published in:   International Journal Of Advance Research And Innovative Ideas In Education
Publisher:   IJARIIE
e-ISSN:   2395-4396
Volume/Issue:    Volume 11 Issue 6 2025
DUI:    16.0415/IJARIIE-27874
Licence: :   IJARIIE is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author NameAuthor Institute
AmodDepartment of Pharmaceutical Management, National Institute of Pharmaceutical Education and Research, Hyderabad, Telangana, India
Sarthak DevaleDepartment of Pharmaceutical Management, National Institute of Pharmaceutical Education and Research, Hyderabad, Telangana, India
Dr. N. Rajesh KumarDepartment of Pharmaceutical Management, National Institute of Pharmaceutical Education and Research, Hyderabad, Telangana, India
Dr. B. LakshmiDepartment of Pharmaceutical Management, National Institute of Pharmaceutical Education and Research, Hyderabad, Telangana, India

Abstract

Management
Consumer Behaviour, Nutritional Supplements, Hyderabad, Correlation Analysis, Brand Preference, Health Awareness, Convenience, Digital Marketing
With the rapid expansion of India’s nutraceutical industry, understanding the determinants of consumer behaviour toward nutritional supplements has become increasingly important for health marketers, policymakers, and industry stakeholders. This study aims to examine the quantitative relationship between key behavioural drivers namely awareness, health consciousness, brand preference, convenience, and supplement usage behaviour among consumers in Hyderabad, one of India’s major metropolitan markets. Hyderabad was selected due to its diverse urban population, growing health awareness, and strong presence of nutraceutical brands. Primary data for the study were collected from 450 consumers in Hyderabad through a structured questionnaire survey. The collected data were analyzed using IBM SPSS Statistics, employing statistical tools such as Pearson’s Correlation Coefficient to assess relationships between variables, Chi-square tests to examine associations between demographic factors and supplement usage, and One-Way Analysis of Variance (ANOVA) to identify differences in usage behaviour across groups. The results indicate that awareness of nutritional supplement benefits is the most influential factor affecting usage behaviour. Consumers with higher levels of product knowledge demonstrate significantly greater adoption and consistent usage, highlighting the critical role of information and education in driving consumption. Gender was also found to have a significant impact, with male consumers exhibiting substantially higher supplement usage compared to female consumers. In contrast, income level was found to be statistically insignificant, suggesting that nutritional supplements are widely adopted across different urban income groups in Hyderabad. Overall, the findings emphasize the need for targeted educational initiatives that enhance consumer awareness and understanding of supplement benefits. Additionally, marketers should focus on building brand trust through scientifically backed claims and credible evidence to improve market penetration, encourage sustained usage, and strengthen long-term consumer adherence in the nutraceutical sector

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IJARIIE Amod, Sarthak Devale, Dr. N. Rajesh Kumar, and Dr. B. Lakshmi. "A QUANTITATIVE STUDY OF CONSUMER BEHAVIOUR TOWARDS NUTRITIONAL SUPPLEMENTS IN HYDERABAD" International Journal Of Advance Research And Innovative Ideas In Education Volume 11 Issue 6 2025 Page 1787-1797
MLA Amod, Sarthak Devale, Dr. N. Rajesh Kumar, and Dr. B. Lakshmi. "A QUANTITATIVE STUDY OF CONSUMER BEHAVIOUR TOWARDS NUTRITIONAL SUPPLEMENTS IN HYDERABAD." International Journal Of Advance Research And Innovative Ideas In Education 11.6(2025) : 1787-1797.
APA Amod, Sarthak Devale, Dr. N. Rajesh Kumar, & Dr. B. Lakshmi. (2025). A QUANTITATIVE STUDY OF CONSUMER BEHAVIOUR TOWARDS NUTRITIONAL SUPPLEMENTS IN HYDERABAD. International Journal Of Advance Research And Innovative Ideas In Education, 11(6), 1787-1797.
Chicago Amod, Sarthak Devale, Dr. N. Rajesh Kumar, and Dr. B. Lakshmi. "A QUANTITATIVE STUDY OF CONSUMER BEHAVIOUR TOWARDS NUTRITIONAL SUPPLEMENTS IN HYDERABAD." International Journal Of Advance Research And Innovative Ideas In Education 11, no. 6 (2025) : 1787-1797.
Oxford Amod, Sarthak Devale, Dr. N. Rajesh Kumar, and Dr. B. Lakshmi. 'A QUANTITATIVE STUDY OF CONSUMER BEHAVIOUR TOWARDS NUTRITIONAL SUPPLEMENTS IN HYDERABAD', International Journal Of Advance Research And Innovative Ideas In Education, vol. 11, no. 6, 2025, p. 1787-1797. Available from IJARIIE, https://ijariie.com/AdminUploadPdf/A_QUANTITATIVE_STUDY_OF_CONSUMER_BEHAVIOUR_TOWARDS_NUTRITIONAL_SUPPLEMENTS_IN_HYDERABAD_ijariie27874.pdf (Accessed : ).
Harvard Amod, Sarthak Devale, Dr. N. Rajesh Kumar, and Dr. B. Lakshmi. (2025) 'A QUANTITATIVE STUDY OF CONSUMER BEHAVIOUR TOWARDS NUTRITIONAL SUPPLEMENTS IN HYDERABAD', International Journal Of Advance Research And Innovative Ideas In Education, 11(6), pp. 1787-1797IJARIIE [Online]. Available at: https://ijariie.com/AdminUploadPdf/A_QUANTITATIVE_STUDY_OF_CONSUMER_BEHAVIOUR_TOWARDS_NUTRITIONAL_SUPPLEMENTS_IN_HYDERABAD_ijariie27874.pdf (Accessed : )
IEEE Amod, Sarthak Devale, Dr. N. Rajesh Kumar, and Dr. B. Lakshmi, "A QUANTITATIVE STUDY OF CONSUMER BEHAVIOUR TOWARDS NUTRITIONAL SUPPLEMENTS IN HYDERABAD," International Journal Of Advance Research And Innovative Ideas In Education, vol. 11, no. 6, pp. 1787-1797, Nov-Dec 2025. [Online]. Available: https://ijariie.com/AdminUploadPdf/A_QUANTITATIVE_STUDY_OF_CONSUMER_BEHAVIOUR_TOWARDS_NUTRITIONAL_SUPPLEMENTS_IN_HYDERABAD_ijariie27874.pdf [Accessed : ].
Turabian Amod, Sarthak Devale, Dr. N. Rajesh Kumar, and Dr. B. Lakshmi. "A QUANTITATIVE STUDY OF CONSUMER BEHAVIOUR TOWARDS NUTRITIONAL SUPPLEMENTS IN HYDERABAD." International Journal Of Advance Research And Innovative Ideas In Education [Online]. volume 11 number 6 ().
Vancouver Amod, Sarthak Devale, Dr. N. Rajesh Kumar, and Dr. B. Lakshmi. A QUANTITATIVE STUDY OF CONSUMER BEHAVIOUR TOWARDS NUTRITIONAL SUPPLEMENTS IN HYDERABAD. International Journal Of Advance Research And Innovative Ideas In Education [Internet]. 2025 [Cited : ]; 11(6) : 1787-1797. Available from: https://ijariie.com/AdminUploadPdf/A_QUANTITATIVE_STUDY_OF_CONSUMER_BEHAVIOUR_TOWARDS_NUTRITIONAL_SUPPLEMENTS_IN_HYDERABAD_ijariie27874.pdf
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