CONSUMER BUYING BEHAVIOUR TOWARDS AMWAY PRODUCTS: AN EMPIRICAL STUDY IN TIRUCHIRAPPALLI DISTRICT

Consumer buying behaviour plays a crucial role in determining the success and sustainability of direct selling companies such as Amway. This study aims to examine the factors influencing consumer buying behaviour towards Amway products in Tiruchirappalli District. The research adopts an empirical approach, utilizing primary data collected through structured questionnaires distributed among consumers who have experience with Amway products. A sample of respondents from diverse demographic backgrounds was selected using convenient sampling techniques. The study focuses on key variables such as product quality, price perception, brand trust, word-of-mouth influence, and distributor relationship. Statistical tools including percentage analysis, mean score analysis, and correlation techniques were employed to interpret the data. The findings reveal that product quality and brand reputation are the most significant factors influencing purchase decisions, while personal selling and distributor interaction play a vital role in shaping consumer trust and loyalty. Furthermore, the study highlights that consumers prefer Amway products due to their perceived health benefits, reliability, and after-sales support, despite relatively higher prices compared to competing brands. However, lack of awareness and limited accessibility were identified as constraints affecting wider adoption. The research concludes that Amway can enhance its market penetration in Tiruchirappalli District by strengthening promotional strategies, improving consumer awareness, and leveraging digital platforms alongside traditional direct selling methods. The study provides valuable insights for marketers, distributors