Use of dietary supplements among gen Z in Delhi, India: A cross sectional analytical study

Products containing vitamins, minerals, herbs, amino acids, or other nutritional ingredients are called dietary supplements. Their purpose is to enhance the diet by offering extra nutrients or advantageous chemicals. The aging population, growing consumer awareness of health and wellbeing, and the demand for preventative healthcare have all contributed to the dietary supplement industry’s recent notable expansion. Based on the four distinct study dimensions— brand image, reference groups, dietary specialists, and advertising—this study seeks to determine the factors influencing consumers’ decisions to purchase dietary supplements. The decision to purchase dietary supplements is the dependent variable. GenZ was the target group in order to meet the study’s goals and test the hypothesis. The sample used for survey is 77 which included online distribution of the questionnaire through Google forms. The results showed that independent variables such as Advertising and Reference groups significantly impact the decision to purchase dietary supplements. Brand image and dietary specialist had least significant impact. The study recommends that companies should focus on working with doctors to enhance customers to use dietary supplements on the basis of prescription rather than influence from friends or peer groups. Also, the companies should focus more on advertising through television as people are more inclined towards social media advertisements rather than television advertisements.