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Predictive Analysis of Consumers' Immunity Literacy Towards Immunity Products: A Statistical Study Using Discriminant Method
Abstract
The outbreak of COVID-19 pandemic and the subsequent recurrences have profound effect on psychological, social and physical health of people. The fear of Corona virus has posed unexampled stress on all the population segments of country. The perceived threat has made people more conscious about their health and immunity. This has triggered a significant change in consumer buying behaviour towards immunity products. This study attempts to analyse the factors influencing immunity literacy among people and to determine predictor variables for people's immunity consciousness. A sample of 391 respondents was collected and analyzed using descriptive and determinant analysis. The findings of the study highlight important factors behind consumers' literacy and their buying behaviour towards immunity products. In conclusion, a high variance is observed on the basis of the length of time, use of products and money spent in buying immunity products. A function mapping based on their buying intention towards immunity products categorized people as immunity aware or immunity ignorant.
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