Demographics and Cultural Influences on Nutraceutical Purchase Intentions A Quantitative Analysis of Consumer Behaviour in Urban India

Abstract

The Indian nutraceutical industry has experienced exponential growth in recent years, driven by increasing health consciousness, rising disposable incomes, and evolving dietary habits. However, consumer behavior in this sector remains complex and under-researched, particularly concerning the role of demographic factors (age, gender, education, income) and cultural orientations (traditional beliefs, collectivism, Westernization) in influencing purchase intent. This study employs a quantitative approach, collecting data from 460 urban consumers across Delhi, Mumbai, Bangalore, Chennai, and Kolkata using stratified random sampling. Through descriptive statistics, multiple regression, factor analysis, and structural equation modeling (SEM), the research examines the interplay between demographic, cultural, and psychological determinants of purchase behavior. Findings indicate that brand preference (β = 0.862) and health consciousness (β = 0.873) serve as the most significant drivers of purchase intent, while traditional beliefs (β = 0.029), income (β = -0.031), and education (β = -0.054) exhibit minimal influence. The study contributes to the growing body of consumer behavior research and offers strategic insights for nutraceutical companies, policymakers, and health professionals.