A

PROJECT REPORT
ON
CONSUMER PERCEPTION towards
PATANJALI PRODUCTS

SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT

FOR THE AWARD OF THE DEGREE
OF
BACHELOR OF BUSINESSS ADMINISTRATION
2016-19

Dharanidhar Autonomous College, Keonjhar

2016-2019

Submitted by: Under The Guidance by:

Bimal Kumar Marndi Anjan Kumar Jena
IMBA, 3rd Year (Lecturer In Marketing)
Roll No:- 9116D004
Regd. No:- 02630/16
 CERTIFICATE
This is to certify that BIMAL KUMAR MARNDI a student of BBA of DHARANIDHAR
AUTONOMOUS COLLEGE has undertaken the Project under my guidance for the Project
Titled “A PROJECT REPORT ON CONSUMER PERCEPTION TOWARDS
PATANJALI PRODUCTS”. This Project Report is prepared in partial fulfillment for the
award of the degree of BACHELOR OF BUSINESS ADMINISTRATION.

Mr. Anjan Kumar Jena

(Lecturer in Marketing)
 ACKNOWLEDGEMENT

The satisfaction of the successful completion of any task wouldn’t be complete without the
expression of gratitude to the people who made it possible.

I am very thankful to Mr. Anjan Kumar Jena, Lecturer in DHARANIDHAR

AUTONOMOUS COLLEGE, for the guidance and interest evinced throughout the
preparation of this project.

I also extend my gratitude to the respondents of my survey for their kind cooperation.

BIMAL KUMAR MARNDI

BBA 3rd Year

 DECLARATION
I, Mr.BIMAL KUMAR MARNDI, IMBA 6th Sem, hereby Declare that the
dissertation report entitled “A PROJECT REPORT ON CONSUMER PERCEPTION
TOWARDS PATANJALI PRODUCTS”, has been prepared and submitted under the
guidance of Mr.ANJAN KUMAR JENA (MARKETING) of Department of
IMBA,DHARANIDHAR AUTONOMOUS COLLEGE, Keonjhar. The facts and figures
reproduced in this report are based on the information collected by Me from different sources
such As internet, Company’s annual report, other Publications etc. The work has not been
submitted to any other Institution/University before for award of any Degree or thereof.
 INDEX

CHAPTER PAGE
NO. TOPIC NO.

 INTRODUCTION
 OBJECTIVE OF STUDY
 SCOPE OF STUDY
1-7
CHAPTER 1  RESEARCH METHODOLOGY
 LIMITATION OF STUDY

 INTRODUCTION OF PATANJALI
 MISSION & VISION
CHAPTER 2  SWOT ANALYSIS OF PATANJALI 8-15
 KEY TO SUCCESS

CHAPTER 3 16-19
 LITERATURE REVIEW

 RESEARCH ANALYSIS AND

INTERPRETATION 20-33
CHAPTER 4
 FINDINGS
 CONCLUSION
 RECOMMENDATION
34-40
CHAPTER 5  BIBLIOGRAPHY
 QUESTIONNAIRE
 CHAPTER-1

 INTRODUCTION

 OBJECTIVE OF STUDY

 SCOPE OF STUDY

 RESEARCH METHODOLOGY

 LIMITATION OF STUDY

1
 Introduction

The project tittle “A PROJECT REPORT ON CONSUMER PERCEPTION TOWARDS

PATANJALI PRODUCTS’’ provides a comprehensive analysis regarding the performance
of the company and its products in the market.

The objective of the proposed study is to identify the specific factors that affect consumer
Perception towards Patanjali Products. The methodological approach to this study is
descriptive, because we attempt to identify and explain variables that exist in a given
situation and to describe the relationship that exists between these variables in order to
provide a picture of a particular phenomenon, but not to ferret out cause-effect relationship.

The primary data was collected through questionnaire filling. The secondary data was
collected through the internet. India has a large chunk of population which is at lower income
level and at middle income level.

The project covers the aspects like Consumer perception on the Patanjali products and
Patanjali got success in such a competitive market in very short span of time.

The project covers the objective of the study that what is the main motive behind the study on
Patanjali Products.

Through the project you will get know that how Patanjali become a gaint FMCG within 5
years.

Patanjali is following the biggest SWADESHI MOVEMENT.

Patanjali’s vision and missions are discussed in the following project.

And you will get to know about the SWOT Analysis followed by Patanjali.

Project is also conclude with the conclusion and suggestion.

2
 OBJECTIVES OF THE STUDY

The study in hand is conducted keeping in view the following objectives:

 To Study the brand perception of ‘PATANJALI’ in mind of Consumers.

 To know the attributes that a customer keeps in mind while buying ‘PATANJALI’
Products.
 To Study the Satisfaction level of consumers after using ‘PATANJALI’ Products.

3
 RESEARCH METHODOLOGY

Research design:

A research design is the set of methods and procedures used in collecting and
analysing measures of the variables specified in the research problem. The design of a study
defines the study type (descriptive, correlation, semi- experimental, experimental, review,
meta-analytic) and sub-type (e.g., descriptive-longitudinal case study, research problem,
Hypothesis independent and dependent variables, Design of experimental design, and, if
applicable, data collection methods and a statistical analysis plan. Research design is the
framework that has been created to find answers to research questions

SOURCES OF DATA:

The task of data collection begins after a research problem has been defined
and research plan chalked out. While deciding about the method of data collection to be used
for the study, first of all the sources of data must be very clear.

There are basically two sources of data.


Primary Data Source:
The primary data are those, which are collected afresh for the first time for the problem
solution, and thus happen to be original in character. It may be obtained from individual,
families and representative.

Secondary Data Source:
The secondary data are those which have already been collected by someone else
and Which have to decide which have already been passed through the statistical process.
Externally, these sources may include books or periodicals reports, data services and
computer data banks.

In the context of the project study, the source of data used by me for this project is
primary type of sources. The primary data source is the respondents who have filled the
questionnaire.

4
SAMPLING PLAN:

Sampling Unit :-

The sampling Unit is the entity to which we have to follow during the whole research
study.In the context of the project study, the sampling unit primarily consists of Individuals.


Sampling Size :-

It plays an important role in the research. Samples are representative of the whole
population. This refers to the no. of items to be selected from the universe to constitute a
sample.

In the context of the project study, 100 respondents are chosen keeping in view the above
constrains. Attempts have being made to see that samples are chosen from different strata.

1.Sampling Methods :-

There are various methods of sampling in the context of my project study I have
selected Non-probability Sampling Method. And under that, I have taken Convenience
Sampling. Under this I prepared a simple questionnaire to collect the information.

2.Data Collection Method:

Data collection is done basically in three ways: Observation Method, Survey Method
and Questionnaire. And in the context of my project study, I have selected questionnaire
method for collecting the data.

3.Data Analysis & Interpretation :-

Data analysis is based on the data collected by the questionnaire. From the collected
data findings are extracted. The data is tabulated and frequency distribution chart is prepared.

 Data Analysis By Charts:

Charts make easy to understand. Therefore I have use pie chart to present the data.

5
 SCOPE OF THE STUDY

At the time of Project work we are Using the Patanjali websites Brochure and different
article. The data collected mainly from the consumer of Keonjhar District. This Project is
done within limited time Period.

6
 LIMITATION OF THE STUDY

Every attempt will be taken to obtain error free and meaning full result but as nothing in this
world is 100% perfect.

I believe that there will be still the chance for error on account of following limitation:-

  
Limited number of respondents.
 
 Time limitation for compelling the project.
 
 The data obtain in some cases may be based.
 
 Difficulty in communicating within the city while conducting the survey.

 The information obtained from the consumer based on questionnaire was assumed to
be factual.



 Since the survey is based on sampling method, it does not disclose the charter of
entire customer.



 Product unavailability for the consumer in the market is one of the biggest limitation
for Patanjali Products.

7
 CHAPTER-2

 INTRODUCTION OF PATANJALI

 MISSION & VISION

 SWOT ANALYSIS OF PATANJALI

 KEY TO SUCCES

8
 INTRODUCTION OF PATANJALI

The Company :

Patanjali Ayurved was formed in January, 2006 as a private limited company by yoga
guru Ramdev and his partner Sri Acharya Balkrishnaji. In June, 2007, it was converted to a
Public Ltd. Company. It is registered under the Companies Act, 1956 and has its registered
office in Bijwasan, New Delhi and three other offices in Haridwar. The company was started
with the vision of uplifting the life of Indian farmers by locally sourcing the raw materials
from them and making their lives better while at the same time provide an opportunity to the
Indian masses to move towards healthy lifestyle by promoting Ayurveda and herbal products.
Baba Ramdev started off as a yoga trainer who featured in televised programs in Aastha and
Sanskaar channels and made Indians realize that they have forgotten Indian tradition and art
forms- one of them being yoga. He got wide acceptance and word of mouth publicity helped
him reach to a wider audience. He projected Yoga as a panacea to all the health problems. In
its first year of operations, 2008, Patanjali generated a revenue of over 60 crores.1 Almost 10
years later, the homegrown venture has grown to be a 5000 crore company and is posing a
threat to the well-established companies in the FMCG domain.

Patanjali range of Products :

Patanjali has a wide range of products with the theme of Ayurvedic /herbal being
common across all categories. It has four business divisions: food and beverages, cosmetics
and health, health drinks and home care. The highest revenue grossing products are Patanjali
cow ghee, Dant Kanti, Kesh kanti, Patanjali Atta noodles and Patanjali Aloe Vera juice and
gel.

The customer base of Patanjali is very huge and with each passing day, it is growing bigger.
A major ramp-up came when Patanjali was relaunched by Baba Ramdev in 2014. After that it
has not looked back. The company is finding it difficult to cater to the demand of all the
customers. It has increased its distribution channels and expanded its reach multifold from
the point when it started. Production has also increased and it has now over 450 products in
its portfolio.

Organization structure:

The Board of Directors is formed of three founding people. Swami Acharya

Balkrishnaji is serving as the Managing Director of the company. Two other members Swami
Muktanandji and Sri Ajay Kumar Arya are also holding positions as the Directors of the
company. Swami Ramdev do not hold any position or stake in the company but does act as
the Ambassador for the entire Patanjali brand. The operations department is headed by
Ramdev’s brother Ram Bharat. Everyone else from the finance, logistics and other teams
report to him He is the informal CEO but designations are not very formalized within
Patanjali. Patanjali has over 200,000 employees in total. They hire stre et-smart people and

9
do not look for MBA graduates only. This helps them to keep costs down while also
delivering unprecedented growth.

Revenues

Revenues
Year
(In ₹ Crore)

2009-10 165

2010-11 317
2011-12 446
2012-13 850
2013-14 1200
2014-15 2006
2015-16 5008
2016- 17 10562

Production:

Patanjali Food and Herbal Park at Haridwar is the main production facility operated
by Patanjali Ayurved. The company has a production capacity of ₹350 billion (US$5.4
billion) and is in the process of expanding to a capacity of ₹600 billion (US$9.2 billion)
through its new production units at several places, including Noida, Nagpur, and Indore. The
company plans to establish further units in India and in Nepal.

In 2016, the Patanjali Food and Herbal Park was given a full-time security cover of 35
armed Central Industrial Security Force (CISF) commandos. The park will be the eighth
private institute in India to be guarded by CISF paramilitary forces. Baba Ramdev is himself
a "Z" category protection of central paramilitary forces.

10
 MISSION AND VISION OF PATANJALI

VISION:
Keeping Nationalism, Ayurved and Yog as our pillars, we are committed to create a
healthier society and country. To raise the pride and glory of the world, we are geared up to
serve people by bringing the blessings of nature into their lives. With sheer dedication,
scientific approach, astute planning and realism, we are poised to write a new success story
for the world.

MISSION:
Making India an ideal place for the growth and development of Ayurveda and a
prototype for the rest of the world.

11
 SWOT ANALYSIS

S-STRENGTH:

1. Patanjali has grown at a rapid pace within a short span of time .

2. Extensive marketing has pulled people into accepting its products as a healthier and safer
option.

3. Strong brand ambassador with Baba Ramdev as its face helped boost the business for
Patanjali.

4. Patanjali offers new products, new style of marketing etc has changed the market
dynamics.

5. More than 200,000+ employees with Patanjali.

6. Excellent word of mouth marketing has helped the brand grow.

W-WEAKNESS:

1. Launched too many products in a short time.

2. Patanjali faced issue with advertising council of India.
3. Lower concentration on other top countries.

12
O-OPPORTUNITIES:

1. Patanjali can tap overseas market as Ayurveda is increasingly getting awareness.

2. Can enter more segments in personal hygiene, FMCG etc.
3. Can also diversify in apparels.

T-THREATS:

1. Prominent FMCG players coming up with their own variants of ayurvedic products.
2. Big players have their existing model which is sturdy, which can overcome new
competition from Patanjali.

13
 PATANJALI KEY TO SUCCESS

Media attention:

Ramdev rose to national fame as a yoga guru through his programmes on TV channels -
Sanskar in 2001 and Aastha from 2003. He readily acknowledges the role of the media in his
rise. "Patanjali ko bananey mein ek se 10 per cent humara role hai, baaki role media ka hai
(My own role in the rise of Patanjali is just one to 10 per cent, the rest of the credit goes to
the media)," he told Business Today website.

Less Price:

Patanjali products are available at an attractive discount as compared to their competition.

The company sources products directle from farmers and cuts on middleman to boost profits.
Hence, they are able to reduce their raw material procurement cost and are able to produce
goods at a much cheaper rate.

Retail outlets:

Initially, Patanjali shunned the conventional distribution network, preferring to rely on its
own channels of super distributors, distributors, Chikitsalayas (franchise dispensaries) and
Arogya Kendras (health centres which sell Ayurvedic remedies). Once it turned to retail
outlets from 2011, revenue began to multiply manifold.

Variety of products:

Already, a few Patanjali products have made major inroads - apart from desi ghee, its
toothpaste Dant Kranti, for instance, launched in March 2010, brought in revenues of Rs 200
crore in 2014/15. Patanjali has also ventured out to produce many other new items that were
mostly produced by foreign companies in recent months. Patanjali also sells toothpastes,
unpolished pulses and detergents.

14
Swadeshi factor:

Patanjali is happy to co-exist with indigenous companies, multinational ones are a different
matter. "Humara ek simple funda hai: MNCs ko replace karna (We have a simple principle:
we want to replace MNCs)," said Ramdev.

"We don't want to put anyone down, but we would like to instil swadeshi pride so that Indian
money does not go out of the country", He is aware that the competition is gunning for him.

Advertising:

Patanjali's own advertising was limited in the past, but has increased considerably of late,
with ads appearing on general entertainment TV channels (GECs) such as Star and Zee. The
company has also reached out to regional Southern channels.

15
 CHAPTER-3

 LITERATURE REVIEW

16
 Review of Literature

CONSUMER PERCEPTION:

Retailers aim to increase their sales by determining what drives their customers'
purchase decisions. Consumer perception theory attempts to explain consumer behavior by
analyzing motivations for buying or not buying for particular items. Consumer perception
applies the concept of sensory perception to marketing and advertising. Just as sensory
perception relates to how humans perceive and process sensory stimuli through their five
senses, consumer perception pertains to how individuals form opinions about companies and
the merchandise they offer through the purchases they make. Retailers apply consumer
perception theory to determine how and what their customers perceive about them. They also
use consumer perception theory to develop marketing and advertising strategies intended to
retain current customers and attract new ones. Three areas of consumer perception theory
relate to consumer perception theory: self perception, price perception and perception of a
benefit to quality of life.

Self Perception:

Self perception theory attempts to explain how individuals develop an understanding

of the motivations behind their own behavior. Self perception by customers relates to values
and motivations that drive buying behavior -- which is also an important aspect of consumer
perception theory. For instance, a study by researchers at the University of Massachusetts at
Amherst addressed how self perception shaped consumers' buying behavior. The study
considered the question of whether consumers believed their buying decisions had a real
effect on issues such as environmental impact. The researchers concluded that consumers'
self perception was a driving factor in whether or not they placed a priority on socially
conscious purchase and consumption practices. Consumers who viewed themselves as
socially conscious tended to place more weight on issues such as environmental impact when
making buying decisions than consumers who did not hold similar views of themselves.

Price Perception:

While mass merchandisers such as Wal-Mart emphasize low prices as an inherent

virtue, upscale merchants attempt to emphasize quality and value for money to appeal to
potential customers. Researchers at the School of Business Administration at LaSalle
University and LeBow College of Business at Drexel University considered several factors,
including price perception whether consumers believed they were being charged fair prices
in determining whether online shoppers would make repeat purchases through the same
website. The researchers concluded that price perception strongly influenced whether
customers were satisfied with their purchases and whether they would make future purchases.
Two factors that shaped price perception were the perceived quality of the merchandise or

17
service in question and price comparisons with merchants offering similar merchandise or
services.

Benefit Perception:

"It's good, and it's good for you." Many consumers are familiar with this phrase
frequently associated with food advertising. Researchers from Marquette University,
Louisiana State University and the University of Arkansas surveyed customers to determine
how nutrition claims associated with food affected their perception of that food's nutritional
value. The researchers found that consumers tend to reject general, unsupported claims of
enhanced nutrition, especially concerning high nutritional value for foods that are
traditionally viewed as unhealthy. The researchers also theorized that consumers would
demonstrate a trend toward applying more scrutiny to nutrition claims and would demand
more specific information about the foods they purchase.

Conceptual Analysis of Customer Perception:

Vishal Kumar Laheri, Research Scholar FMS, University of Delhi, Delhi, India.
Anupam, Research Scholar, FMS, University of Delhi, Delhi, India. Marketing as a
discipline has evolved over a period of time where the traditional concept imparts that goods
were produced to be sold to the customers and the modern marketing states that goods are
produced according to the needs and demand of the customers. The current marketing
management emphasises on satisfying the needs of the customers without any environmental
degradation. The present study selected organic food and cosmetic product categories for
assessing the decision of the consumers towards such products. A total of six manufacturers,
three each from organic food and organic cosmetic products were interviewed to gain
insights about the organic industry in India. In the second phase, 45 respondents were
interviewed to examine their purchase decision with respect to organic food and cosmetic
products. The results indicate that consumers are not so much aware about the organic
products. The study identified certain enablers and barriers of organic food purchase which
will offer guidelines to the marketers so as to understand the attitude and preferences of
consumers towards organic food and cosmetic products.
Eva Muller(1954) reported a study where only one-fourth of the consumers in her
sample bought with any substantial degree of deliberation. The Marshallian model ignores
the fundamental question of how product and brand preferences are formed.

Lee (2005), carried out study to learn the five stages of consumer decision making
process in the example of China. The researcher focuses on the facts that affect the consumer
decision making process on purchasing imported health food products, in particular
demographic effects such as gender, education, income and marital status. The author
employed questionnaire method in order to reach the objectives of the research. 18 Analysis
of five stages of consumer decision making process indicate that impact of family members
on the consumer decision making process of purchasing imported health food products was
significant.

18
 Blackwell et al (2006) Five Stages Model of consumer decision making process has
also been studied by a number of other researchers. Although different researchers offer
various tendencies towards the definitions of five stages, all of them have common views as
they describe the stages in similar ways. One of the common models of consumer decision
making process has been offered.

P. Guru Ragavendran et al (2009) emphasized in their research that the survey helped
them in understanding the consumer perception on brand awareness and position of product
in the market. It was observed that consumer’s expectations were quality, benefits offered
and packaging of shampoos. Based on the results obtained, integrated marketing
communication was suggested; as a result an improvement of 8% to 12.6% was observed in
target population.

[Samojlik, 2013] Herbal Medicines are used in the modern day for health
maintenance, the treatment or prevention of minor ailments and some chronic diseases, and
they are often taken in addition to conventional medicine in the more serious and/or chronic
conditions.

[Brower; 1998] The Indian herbal drug market is about $ one billion and the export of
herbal crude extracts is about $ 80 million. The sales of these drugs account for almost 50%
of the herbal medicine market.

(Sharma, Shanker, Tyagi, Singh, & Rao, 2008) A WHO (World Health Organization) study
estimates that about 80 percent of world population depends on natural products for 19 their
health care instead of modern medicines primarily because of side effects and high cost of
modern medicine.

(WHO & Kumar &Janagam, 2011) The worldwide herbal market products are around $6.2
billion and estimated to reach $5 trillion by the year 2050.

(Kotler, Keller, Koshy, & Jha,2014) marketing, perceptions are more important than reality
because perceptions affect consumers actual behaviour.

“According to Kurtz and Boone, (2006) different people have different perceptions of objects
or events based on theinteractions of two types of factors that are stimulus factors and
individual factors.”

19
 CHAPTER-4

 RESEARCH ANALYSIS AND INTERPRETATION

20
 RESEARCH ANALYSIS AND INTERPRETATION

1) Different age group of respondent:

15-20 20-25 25-35 Above 35

50% 30% 10% 10%

10%

10%

50%

30%

The majority of the respondents were from the age group of 15-25 followed by age group
of 35 and above.

21
2) Have you used any product of Patanjali brand?

Yes No
90% 10%

10%

90%

Over 94% of the people have used Patanjali Products.

22
 3) Do you agree Patanjali offers a large variety of products?

Strongly Agree Agree Neutral Disagree Strongly

Disagree
25% 52% 6% 8% 9%

9%
8% 25%

6%

52%

77% people strongly agree that patanjali offers large variety of product while 17%

people think that patanjali has not offers large variety of product.

23
4) Do you agree that Patanjali products are of high quality?

Strongly Agree Agree Neutral Disagree Strongly

Disagree
29% 57% 2% 8% 4%

4%
8%
2%
29%

57%

86% people believe that patanjali offers good quality of product but 14% customers
are not satisfy with the quality of product.

24
5) Do you agree the prices of the Patanjali products are fair?

Strongly Agree Neutral Disagree Strongly

Agree Disagree
44% 31% 5% 10% 10%

10%

10%

44%
5%

31%

75% customer thinks that the price of patanjali products are fair but 25% customer
thinks that the price of the product are not fair.

25
 6) Do you agree that the Patanjali products have appealing packaging?

Strongly Agree Agree Neutral Disagree Agree

29% 42% 4% 17% 8%

8%

29%
17%

4%

42%

71% customer believes that patanjali product is good packaging while 29%
customers is not satisfied with the packaging.

26
7) Do you agree that Patanjali products have natural ingredients?

Strongly Agree Neutral Disagree Strongly

Agree Disagree
29% 71% 0 0 0

0% 0% 0%

29%

71%

71% customers agree that patanjali products have natural ingredients and 29%
customer fully agreed that patanjali have natural ingredients.

27
 8) Do you agree that you are satisfied with the patanjali product?

Strongly Agree Neutral Disagree Strongly

Agree Disagree
22% 45% 0% 19% 14%

14%
22%

19%

0%

45%

67% customers are satisfy with patanjali product while 33% customer are not
satisfy with patanjali product.

28
9) Have you faced any problem while using the product?

Yes No

22% 78%

22%

78%

78% customer are happy and they do not face any problem while 22% customer are
facing problem with patanjali product.

29
 10) Do you agree that Patanjali products are chemical-free?

Strongly Agree Agree Neutral Disagree Strongly

Disagree
18% 49% 10% 5% 18%

18% 18%

5%

10%

49%

67% customer believe that patanjali is a chemical free product while

33% people thinks tha patanjali is not chemical free product.

30
 11) Do you agree that Patanjali products have made a good brand image?

Strongly Agree Neutral Disagree Strongly

Agree Disagree
84% 11% 0% 3% 3%

3%
0%

3%
11%

84%

95% people thinks that patanjali product have made a good brand image while few
peoples are not agree with that.

31
12) Please indicate the reason why you prefer patanjali product?

Convenient Affordable Clean Other

40% 30% 20% 10%

10%

20% 40%

30%

40% People thinks that Patanjali Product are convenient and 30% people thinks that
Patanjali product are affordable.

32
13) How do you come to know about the product?

EDUCATION %
Advertisement 50
Recommendation 30
Self Exploration 20

60

50

40

30

20

10

0
Advrtisement Recommendation Self Exploration

50% of the people came to know about Patanjali through advertisements 30% on
recommendations whereas 20% on Self Exploration.

33
 CHAPTER-5

 FINDING

 CONCLUSION

 RECOMMENDATION

 BIBLIOGRAPHY

 QUESTIONNAIRE

34
 FINDINGS

The data collected through 100 questionnaires is analysed. Out of 100 users, dominant
portion i.e. nearly 2/3rd of the users age between 15-25 years. Looking at the gender
distribution, 70% of the users taken under study are females who can perceive to be more
interested in buying herbal cosmetics. In Occupation frequency, nearly half of the users are
students who are pursuing studies followed by35% of service class users.

Over 94% of the people have used Patanjali Products

77% people strongly agree that patanjali offers large variety of product while 17%
people think that patanjali has not offers large variety of product.

86% people believe that patanjali offers good quality of product but 14% customers
are not satisfied with the quality of product.
75% customer thinks that the prices of patanjali products are fair but 25% customer
thinks that the prices of the product are not fair.

71% customer believes that patanjali product is good packaging while 29% customers
is not satisfied with the packaging.
71% customers agree that patanjali products have natural ingredients and 29%
customer fully agreed that patanjali have natural ingredients.

67% customers are satisfied with patanjali product while 33% customer are not satisfy
with patanjali product.

50% of the people came to know about Patanjali through advertisements 30% on
recommendations whereas 20% on Self Exploration.

35
 CONCLUSION

Patanjali has given a headache to many marketers with its unconventional ways of marketing.
The Findings in the paper show that there are many significant factors that together make up
the buying decision of the product. Customers’ perception towards a brand is built largely on
the satisfactory value the user receives after paying for the product and the benefits the user
looks for. In the above study, a large portion of the user is satisfied from Patanjali products. It
may be because of reasonable price of the product. It may be due to ability of the product to
cure the problem. The satisfaction brings in the retention of customer. Patanjali is enjoying
the advantageous position in market through spirituality element involved in its products.
However, it should not ignore the competitors like Naturals, pure roots, Vindhya herbals.
Patanjali in order to retain more customers and satisfy them, must fulfil the claims made by
the company before any other brand may mushroom up and take away the benefits of
marketing through spirituality. A point to note is that many people are buying Patanjali
products due to the hedonic value attached to the products. Hence, Patanjali (unlike its
competitors) is attracting brand-loyal customers and not price-sensitive customers.

36
 RECOMMENDATION
To make a successful product, Patanjali marketing strategy should attract long term
consumers.
Most of the Patanjali consumer are facing problem like; products are not available in
the market regularly.
They can increase their distribution channels.

They have to focus back on product efficacy. Rising above the noise of advertising.
They can increase their outlet and stores.

So Patanjali Ayurveda should increase their productivity and make sure that there
will be shortage of products in the market.

37
 BIBLIOGRAPHY

https://www.patanjaliayurved.net/

https://en.wikipedia.org/wiki/Patanjali_Ayurved

https://www.slideshare.net/trishalagautam/patanjali -research

http://www.news.kenresearch.com/post/147442303438/company-profile-of- patanjali-
ayurved-limited-new

http://www.patanjaliresearchfoundation.com/cgi -sys/suspendedpage.cgi

https://www.researchgate.net/publication/305995560_The_Phenomenal_Su
ccess_of_Patanjali_in_FMCG_Sector-An_Analytical_Study

BOOKS :

Majumdar Ramanuj, (2009) Consumer Behaviour: Insights from Indian

Market, IV Edition, New Delhi, PHI Learning Pvt. ltd.
Nargundkar Rajendra, (2017) Marketing Research: Text and Cases 3rd Edition, New
Delhi, McGraw Hill Education.

38
 QUESTIONNAIRE

1) Name :- ........................................

2) Age

(a) 15-20 ( ) (b) 20-25 ( )

(c) 25-35 ( ) (d) above 35 ( )

3) Gender

(a) Male ( ) (b) Female ( )

4) Qualification

(a) upto HSC ( ) (b) Graduation ( )

(c) Post Graduation ( ) (d) illetrate ( )

5) Material Status

(a) Married ( ) (b) Unmarried ( )

6) Are you aware of Patanjali Products ?

(a) Yes ( ) (b) No ( )

7) Have you used any product of Patanjali brand ?

(a) Yes ( ) (b) No ( )

8) Do you agree Patanjali offers a large variety of products?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

9) Do you agree that Patanjali products are of high quality?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

10) Do you agree the prices of the Patanjali products are fair?

39
(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )
(d) Disagree ( ) (e) Strongly disagree ( )

11) Do you agree that the Patanjali products have appealing packaging?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

12) Do you agree that Patanjali products have natural ingredients?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

13) Do you agree that you are satisfied with the patanjali product?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

14) Have you faced any problem while using the product?

(a) Yes ( ) (b) No ( )

15) Do you agree that Patanjali products are chemical-free?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

16) Do you agree that Patanjali products have made a good brand image?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

17) Please indicate the reason why you prefer patanjali product?

(a) Convinent ( ) (b) Affordable ( )

(c) Clean ( ) (d) Others ( )

18) How do you come to know about the product?

(a) Advertisement ( ) (b) Recommandation ( )

(c) Self Exploration ( )

40