Factors Influencing Consumer Buying Decision towards Herbal Products in Monaragala District, Sri Lanka

Appeal towards herbal products is increasing these days, because consumers become conscious about natural ingredients and harmless offers. This study aims to identify the influencing factors on consumer buying decision towards herbal products. This is a quantitative study which gathered data from 200 customers from Monaragala district, Sri Lanka using random sampling technique. The data were analyzed by using descriptive, correlation and multiple regression analyses. Findings of the study show that there is a strong positive relationship between independent variables (health conscious, social influence, product price, perceived value, trust) and consumer buying decision. Also, highlights that health conscious, social influence, product price, perceived value, and trust have significantly impact on consumer buying decision. Among the independent variables, social influence is the most influencing factor on consumer buying decision. This study will be helpful to the consumers to make effective decision during the consumption process and to the companies to place their strategies effectively.