A QUANTITATIVE STUDY OF CONSUMER BEHAVIOUR TOWARDS NUTRITIONAL SUPPLEMENTS IN HYDERABAD

Management

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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