Digital Synergy In Traditional Medicine: Assessing The Impact Of Technology On Ayurvedic Consumer Behavior And Market Expansion

Abstract

Ayurvedic products are becoming more popular in the constantly changing healthcare environment with people turning towards total and natural wellness products. The inclusion of modern technology in Ayurveda is a revolutionary step as it facilitates the interaction between the traditional and modern innovation. This study examines the ways in which technology alters knowledge, thinking, and happiness of people, which subsequently alters the future opportunities and possibilities of the Ayurvedic business. This paper examines the role of the independent variables such as Awareness, Perception and Technology on the dependent variables such as the factors that Attracts, fulfilment, and Future Perspective. It does it based on information on 700 respondents in six districts in Kerala and Structural Equation Modelling (SEM). The findings indicate that the thinking patterns of individuals and application of technology have a significant influence on customer satisfaction and perception towards the future. The impact of the awareness on the attractiveness factors was negative but statistically significant, but the impact of impression was the most significant in various ways. The model fit well with the fit statistics such as CFI (.871), GFI (.910), and RMSEA (.065). This demonstrates that the theoretical framework is strong. This paper demonstrates that it is possible to predict Ayurvedic products better with the help of prediction analytics. It also develops new forms of business expansion, making customers engage, and people making decisions through data. It backs the argument that technology can resurrect old medicine with massive growth opportunities in the wellness industry across the globe.