International Seminar on “Recent Trends in Marketing Technology”

Consumers’ Perception towards

‘Patanjali Products’ with Special
Dr.G.Kamalaselvi
Head and Assistant Professor, Commerce
Govindammal Aditanar College for Women , Tiruchendur
OPEN ACCESS

Volume : 6 Introduction
The ever changing marketing scenario and heightened competition
Special Issue : 1 over the globe has amplified the role of brand. The choice and usage
of a particular brand by the consumer over the time is affected by the
Month : September quality benefits offered by the brand truthfulness especially when it
comes to brand of eatables and cosmetics. Consumer satisfaction is
Year: 2018 derived when he compares the actual performance of the product with
the performance he expected out of the usage. In Indian scenario,
ISSN: 2320-4168 perceptions about a particular brand are important because Indian
customers rely on the perception of their near and dear ones before
Impact Factor: 4.118 actually buying or using the product. The perception of the people
around us influence our decision to buy the products. Thus in order to
Citation: survive in the competitive marketing environment of a country like
Kamalaselvi, G. India, brands need to be positioned in the minds of people. India is
“Consumers’ Perception already an attractive destination for brands to set in due to favorable
towards ‘Patanjali marketing conditions. India has known to be a hub of herbal brands
Products’ with Special.” as well since the herbal products are deeply associated with the
Shanlax International spirituality sentiments of the people.
Journal of Commerce, Patanjali is the fastest growing FMGC Company in India. It is
vol. 6, no. S1, 2018, valued at 30 billion (US $470 million) and some predict revenues of
pp. 12–16 5000 crore (US $780 million) for the Fiscal 2015-2016. PATANJALI
AYURVEDA LTD is backed by robust preaching and promotion
DOI: of world renowned Guru Swami Ramdevji and an International
https://doi.org/10.5281/ authority on Ayurved and Traditional Herbs. The company is set
zenodo.1419376 up with objectives to provide superior quality of products at fair
price and to get their customers rid off the chronic and natural. This
concept of herbal and pure has gained momentum in India and across
the world since people now a days are more centered towards keeping
themselves near to nature due to their commercialized routines.
Patanjali recently by tie up with future group to enter into FMCG
segment through Big Bazaar. Retail stores is another big advantage
towards the availability of Patanjali products near to their consumers.
The Patanjali products have rightly been placed at advantages by
the very concept of “Marketing through spirituality” This research
work carried out a study on what factors affect buying decision of

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International Seminar on “Recent Trends in Marketing Technology”
the buyers for brand ‘’Patanjali” and how customers are satisfied towards the attributes of buying
Patanjali products.

Statement of the Problem

The Indian herbal market is flooded with numerous well- known and recognized herbal brands.
Consumers of this millennium have become more concerned about their health and also inclined
to maintain quality of life which is reflected through the preferential consumption of those products
that protects the good state of their health as well as provide maximum satisfaction. The growing
demand for herbal therapy to lead a healthy life has prompted Yoga-Guru Ramdev to map the
portfolio of true needs of modern Indian which goes beyond food, beverages, medicine, clothing
and shelter but strives for a healthy life style. Accordingly he engineered his offerings in tune
with the needs of all under the brand Patanjali Ayurved through his expertise on the art of content
marketing and mass customization. From March 2012, Patanjali brand market its entry in to the
herbal retail market and FMCG with “Swadeshi” Flavour of products ranging from body care,
health care, digestive, cosmetics, toiletries etc. Patanjali Ayurved limited is a Haridwar based
Indian FMCG company with a market valuation of close to USD 2 billion (Rs 13,000 cr).
Hence , an attempt is made to know the perception of consumers towards the attributes of
buying Patanjali products and how they are satisfied towards the Patanjali products on the title
“ Consumers’ Perception Towards ‘Patanjali Products’ With Special Reference to Srivaikuntam
Taluk” is chosen.

Objectives of the Study

The objectives of the study are
• To know the socio- economic profile of the sample respondents
• To grab the level of perception towards the factors which influenced the sample respondents to
take decision to buy Patanjali products
• To analyse the level of satisfaction of consumers towards the attributes of buying Patanjali
products
• To offer suggestions

Methodology
This study is based both on primary and secondary data. The primary data was collected from the
respondents directly with the help of questionnaire. The secondary data was collected from books,
journals and websites. Convenient Sampling Technique is used to select the sample respondents.
Srivaikuntam Taluka consists of four Town Panchayats, namely Srivaikuntam Town Panchayat,
Sayapuram Town Panchayat, Eral Town Panchayat and Perungulam Town Panchayat. 65 villages
are under the control of these four Town Panchayats. From each Town Panchayat , 30 respondents
are selected as sample according to the convenient of the researcher. Hence the sample size is 120.
Data were analyzed with the help of tables, percentages, ‘F’ test and Chi-Square test.

Analysis and Interpretation of Data

The collected data are analysed in three parts
• Personal Profile of the sample respondents
• Relationship Between Demographic Profile of the sample respondents and their level of
perception towards the factors influenced to take decision to buy Patanjali products
• Relationship between Demographic profile of the sample respondents and their level of
satisfaction towards the attributes of buying Patanjali products.
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International Seminar on “Recent Trends in Marketing Technology”
Personal Profile of the Sample Respondents
Number of
S.No Personal Profile Percentage
Respondents
Male 48 40
1 Gender
Female 72 60
Below 25 years 24 20
25-35 years 42 35
2 Age 35-45 years 18 15
45-55 years 24 20
Above 55 years 12 10
Single 48 40
3 Marital Status
Married 72 60
36 30
School Level Education
Educational
4 Graduate 42 35
Qualification
Post Graduate 24 20
Professional courses 18 15
Employees 36 30
Businessmen 18 15
5 Occupation Agriculturists 18 15
House wives 24 20
Others 24 20
Less than Rs.30000 54 45
Rs.30001 – Rs.40000 48 40
6 Income Rs.40001 – Rs.50000 12 10
More than Rs.50000 6 5
Nuclear 66 55
7 Type of Family
Joint 54 45

Relationship Between Demographic Profile of the sample respondents and their level of
perception towards the factors influenced to take decision to buy Patanjali products
An attempt is made by the researcher to identify the significant relationship between the
demographic profile of the respondents and their level of perception towards the factors with
influenced the sample respondents to take decision to buy Patanjali products with the help of ‘F’
test. The null hypothesis framed for this purpose is “ There exists no significant difference between
demographic profile like gender ,age, monthly income ,marital status and nature of family of the
sample respondents and their level of perception towards the factors which influenced them to take
decision to buy Patanjali products. The consolidated results of ‘F’ test are given in table – 2

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International Seminar on “Recent Trends in Marketing Technology”
Table 2
Demographic Degrees of Calculated Table value Difference in
S.No
Factors Freedom Value at 5% Perception
1 Gender r1 - 2 91 19.00 Significant
r2 – 1 12 18.51 Not Significant
2 Age r1 – 2 23.76 4.4590 Significant
r2 – 4 3.43 3.8378 Not Significant
3 Monthly Income r1 – 2 10 19.00 Not Significant
r2 – 3 1.3 18.513 Not Significant
4 Marital Status r1 – 2 5.8 5.1433 Significant
r2 – 1 3.17 4.7571 Not Significant
5 Nature of family r1 – 2 30.3 19.00 Significant
r2 – 1 1 18.513 Not Significant

The result of ‘F’ test proved that the demographic profile of the sample respondents , monthly
income does not influenced the sample respondents towards the factors to take purchase decision
of Patanjali products except all the other demographic variables gender , age , marital status and
nature of family. Hence , it was proved that income is not the prime factor while taking decision to
buy Patanjali products.

Relationship between Demographic profile of the sample respondents and their level of
satisfaction towards the attributes of buying Patanjali products.
An attempt is made to find out the relationship between demographic profile of the sample
respondents like gender, age, marital status , monthly income and nature of family and their level of
satisfaction towards the attributes of buying Patanjali products, with the help of Chi – Square test.
The null hypothesis framed for this purpose is “ There exists no significant relationship between
the gender ,age ,marital status , monthly income and nature of family of the respondents and their
level of satisfaction towards attributes of buying Patanjali products. The consolidated results of
Chi- square test are given in Table 3

Table 3
Demographic Degrees of Calculated
S.No Table value Result
Variables Freedom Value
1 Gender 2 0.8468 5.99 NS
2 Age 2 0.67 5.99 NS
3 Marital Status 2 0.29 5.99 NS
4 Monthly Income 2 6.67 5.99 S
5 Nature of family 2 10.125 5.99 S
It was proved that there is significant relationship between monthly income and nature of family
and level of satisfaction of the sample respondents towards attributes of buying Patanjali products

Suggestions
The following suggestions are made on the basis of the findings of the study
In order to create awareness to rural area people, samples should be distributed to the people by
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International Seminar on “Recent Trends in Marketing Technology”
Patanjali Ayurvedic private limited The company must create new sales promotional activities in
order to improve and to increase sales so that they can acquire new customers and can retain old
customers
Packaging plays an important role in buying the product. So the management should concentrate
more on package of the products in order to bring attractiveness and to increase sales.
The channel of distribution must be strengthened in order to supply the Patanjali products in the
nook and corner of rural areas.
In order to capture the patronage continuously from their customers, frequent offers and discounts
should be announced.
Marketing survey must be conducted often to know their customers’ need since the consumers
tastes and preferences are changing day by day in the dynamic world.
Since people believes Guru Ramdev and his spirituality, the company should take special care
to build trust and confidence about their products in the minds of consumers.

Conclusion
The awareness about Patanjali products are increasing day by day and their intention to buy
Patanjali products are also shaped by various beliefs. Customers are satisfied towards the purchase
of Patanjali products. At the same time, the company should not ignore other competitors. Inorder
to retain more customers, the manufacturer should satisfy and fulfill their customers’ need before
any other brand may mushroom up and take away the benefits of marketing through spirituality.
The manufacturer of Patanjali products should concentrate more on building trust, confidence
and loyalty in the minds of customers about their quality of products in order to withstand in the
competitive and digitalized era.

References
Gurusanthosini, G, & Gomathi, G. (2017). “Consumer Perception Towards Patanjali Products”,
International Journal and Modern Education. vol. 2, Issue l.
Miss Rupali Khanna, (2015). Customer Perception Towards Brand. A Study on Patanjali, Global
Journal Management and Business Research , vol. 15, Issue 2.
Subbulakshmi, K, & Geethamani, P. (2017). “A Study On Customer Perception Towards Cosmetic
Items in Patanjali Products”, International Journal of Marketing, vol. 5, Issue 9.

Websites
www. Patanjaliayurved.net
Patanjaliayurved.org
www.google.com
www.wikipedia.com

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