MINDSET OF GENERATION X AND Y REGARDING AYURVEDIC PRODUCTS

Abstract

This research paper examines the impact of marketing strategies on the mindset of consumers in relation to Ayurvedic products, with a specific focus on comparing Gen Z and Gen X consumers. The study explores the exposure of both generations to different marketing strategies, analyzes the impact on consumer mindset, and identifies any differences between Gen Z and Gen X. Using a quantitative research design, data was collected through structured surveys from 500 participants evenly distributed between Gen Z and Gen X. The findings reveal that Gen Z participants had higher exposure to social media marketing and influencer marketing, while Gen X participants had greater exposure to traditional advertising. Marketing strategies had a positive impact on consumer mindset for both generations, with Gen Z participants exhibiting more favourable perceptions and attitudes towards Ayurvedic products. Comparative analysis indicates significant differences in mindset between Gen Z and Gen X consumers. The implications of the study suggest the need for a digital marketing focus for Gen Z consumers, while also considering traditional advertising channels to target Gen X consumers. Personalization, authenticity, and education emerged as important factors in influencing consumer mindset for both generations.