South Asian Journal of Management

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Factors affecting the Brand Image of Yoga:Perceptions of Consumers and Instructors


Affiliations
1 FPM (Fellow Program in Management, Doctoral Level Program), MICA (formerly, Mudra Institute of Communications Ahmedabad), Shela, Ahmedabad 380058, Gujarat, India
2 Gujarat Co-operative Milk Marketing Federation (GCMMF) Ltd., Amul Dairy Road, Opposite Hotel Surabhi, Anand 388001, Gujarat, India
3 MICA (formerly, Mudra Institute of Communications Ahmedabad), Shela, Ahmedabad 380058, Gujarat, India
     

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The extant literature demands greater insights and comprehension about brand image in terms of Yoga as a practice. This is specially so in the context of developing countries, such as India. Therefore, our research explores and develops a brand image of Yoga. This study was conducted primarily on the young individuals who are in the age of 18-30 years. India was chosen as the geography for this study as Yoga has been originated in the Indian Subcontinent. A qualitative approach was adopted for this study as the nature of the research questions are exploratory. A total of two studies were undertaken with 43 respondents: Focus Group Discussion and in-depth interviews, which helped to identify the key factors in terms of development of brand image of Yoga. This research found the elements included optimal reciprocity, enhanced contemporaneity and increased self-worth of the consumers and maximized engagement.

Keywords

Brand Image, India, Practice, Yoga, Young Adult.
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  • Factors affecting the Brand Image of Yoga:Perceptions of Consumers and Instructors

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Authors

Varsha Jain
FPM (Fellow Program in Management, Doctoral Level Program), MICA (formerly, Mudra Institute of Communications Ahmedabad), Shela, Ahmedabad 380058, Gujarat, India
Hardeek S. Shah
Gujarat Co-operative Milk Marketing Federation (GCMMF) Ltd., Amul Dairy Road, Opposite Hotel Surabhi, Anand 388001, Gujarat, India
B. E. Ganesh
MICA (formerly, Mudra Institute of Communications Ahmedabad), Shela, Ahmedabad 380058, Gujarat, India

Abstract


The extant literature demands greater insights and comprehension about brand image in terms of Yoga as a practice. This is specially so in the context of developing countries, such as India. Therefore, our research explores and develops a brand image of Yoga. This study was conducted primarily on the young individuals who are in the age of 18-30 years. India was chosen as the geography for this study as Yoga has been originated in the Indian Subcontinent. A qualitative approach was adopted for this study as the nature of the research questions are exploratory. A total of two studies were undertaken with 43 respondents: Focus Group Discussion and in-depth interviews, which helped to identify the key factors in terms of development of brand image of Yoga. This research found the elements included optimal reciprocity, enhanced contemporaneity and increased self-worth of the consumers and maximized engagement.

Keywords


Brand Image, India, Practice, Yoga, Young Adult.

References