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@article{186809,
        author = {Dr Mohammed Roshif U and Dr Noushad KK},
        title = {Behavioral Drivers of Creatine Supplement Consumption: An Empirical Study Among Fitness Consumers in Malappuram, Kerala},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {6},
        pages = {2619-2628},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=186809},
        abstract = {This study investigates the behavioral determinants of creatine supplement consumption among health club aspirants in Malappuram, Kerala. A structured questionnaire was administered to 306 respondents, and the data were analyzed using factor analysis, cluster segmentation, logistic regression, ANOVA, and structural equation modeling (SEM). Results indicate that consumption is predominantly driven by young males aged 18–25, with daily use largely motivated by muscle recovery (52%) and muscle growth (49%). Online platforms (53%) were identified as the primary purchase channel.

Factor analysis revealed two principal dimensions influencing purchase behavior: Product Perception (price, packaging, taste, and influencer cues) and Marketing Influence (brand awareness and advertising exposure). SEM analysis showed that price perception significantly predicts purchasing behavior (p = 0.032), while influencer marketing had no direct effect, suggesting a growing reliance on self-informed decision-making among fitness consumers. Additionally, higher brand awareness was negatively correlated with purchase frequency, indicating greater brand skepticism and critical evaluation rather than passive loyalty.
These findings highlight a paradigm shift toward value-centric, trust-based consumption, where experiential credibility outweighs promotional appeals. The study underscores the importance of evidence-based communication, transparent branding, and consumer education in the evolving sports nutrition market, particularly within emerging economies.},
        keywords = {Consumer behavior; Creatine supplements; Price perception; Brand awareness; Influencer marketing; SEM; Fitness marketing; Emerging markets.},
        month = {January},
        }