stdClass Object
(
    [id] => 15651
    [paper_index] => 202504-01-021033
    [title] => A STUDY ON CUSTOMER ATTITUDE AND BUYING BEHAVIOUR OF HIMALAYA PRODUCTS AMONG COLLEGE STUDENT IN COIMBATORE CITY
    [description] => 
    [author] => Mr. S.Muruganantham, N. Shalini
    [googlescholar] => 
    [doi] => 
    [year] => 2025
    [month] => April
    [volume] => 11
    [issue] => 4
    [file] => fm/jpanel/upload/2025/April/202504-01-021033.pdf
    [abstract] => The study explores the customer attitude and buying behavior of Himalaya products among college students in Coimbatore city. As the demand for natural and herbal products has surged, the Himalaya brand has established a strong presence in the personal care and wellness industry. This research investigates how various factors such as product quality, brand reputation, price sensitivity, and environmental concerns influence the purchasing decisions of college students. Using a descriptive research design, data was collected through structured questionnaires distributed to a sample of 120 students across different colleges in Coimbatore city. The findings reveal that product quality and brand trust significantly impact the attitude towards Himalaya products, with college students prioritizing natural ingredients and ethical brand practices. Price also plays a crucial role in their decision-making, but brand loyalty and positive word-of-mouth are key drivers of repeat purchases. The study provides valuable insights for marketers to develop targeted strategies for the college student demographic in urban areas. Recommendations include enhancing awareness through digital platforms and offering student-friendly pricing and promotional schemes. Among the many brands offering such products, Himalaya has emerged as a leading name in the personal care and wellness industry, known for its commitment to using herbal and natural ingredients. With a wide range of products ranging from skincare, haircare, and personal hygiene to wellness supplements, Himalaya has successfully positioned itself as a trusted brand among health-conscious consumers.
    [keywords] => 
    [doj] => 2025-04-17
    [hit] => 
    [status] => 
    [award_status] => P
    [orderr] => 74
    [journal_id] => 1
    [googlesearch_link] => 
    [edit_on] => 
    [is_status] => 1
    [journalname] => EPRA International Journal of Multidisciplinary Research (IJMR)
    [short_code] => IJMR
    [eissn] =>  2455-3662 (Online)
    [pissn] => - --
    [home_page_wrapper] => images/products_image/11.IJMR.png
)
Error fetching PDF file.