CONSUMER BUYING BEHAVIOR TOWARDS IMMUNITY BOOSTER PRODUCTS DURING COVID- 19 PANDEMIC: A STUDY OF SYSTEMATIC LITERATURE REVIEW

Abstract

Rapid population growth has a negative impact on everyone’s lifestyle, health, and well-being. Everybody has an immune system, a natural defensive mechanism that is essential in the battle against illnesses brought on by external microorganisms. India is endowed with a wide variety of herbal plants that are used medicinally and have the ability to strengthen immunity. The study focuses on consumer buying behaviour for products that increase immunity during the COVID-19 epidemic. Numerous books, articles, journals, and magazines were examined for the study’s purposes. According to the study, most customers had a moderate familiarity with the term “immunity boosters” and occasionally purchased these goods, followed by once a month, seldom, often, and regularly. When purchasing immune booster items during the Covid-19 Pandemic, certain customers’ health consciousness, brand perception of those products, and medical consultation have a substantial impact.