Published Paper Details:

Consumer buying behavior plays a pivotal role in shaping marketing strategies within the health and wellness industry, particularly in the growing market of protein powder supplements. This study investigates the key factors that influence the purchasing decisions of youngsters in Vadodara regarding protein powder supplements. The research focuses on elements such as product taste, nutritional content, pricing, availability, brand reputation, peer influence, and promotional activities. It also explores consumer perceptions of health benefits and the role of social media in shaping preferences. Data was collected from 200 young residents of Vadodara through a structured questionnaire, ensuring a diverse representation across gender, age groups (18-30), and fitness backgrounds. Descriptive statistical tools, including bar graphs and pie charts, were used to identify trends and analyze correlations. The findings reveal that most youngsters prioritize nutritional value and visible fitness results, followed by taste and price. Social media influencers and gym trainers play a significant role in influencing buying behaviour, while brands with transparent labeling and trusted quality enjoy higher loyalty. These insights indicate a shift towards informed and health-conscious decision-making among young consumers. To remain competitive in this evolving market, brands should focus on developing clean-label, result-oriented products, adopt digital marketing strategies, and engage fitness communities through credible endorsements. Such strategies are vital for enhancing brand engagement and increasing the adoption of protein powder supplements among health-aware youth in Vadodara.