CUSTOMER SATISFACTION TOWARDS PATANJALI

AYURVEDIC PRODUCTS

By

Pratigya Kumari Shah

University Roll NO: 17030188

PU Registration No: 2016-2-03-2237

A Project Work Report submitted to Pokhara University in Partial fulfillment

of the requirements for the degree of

Bachelors of Business Administration

at the

Medhavi College

Pokhara University

Sankhamul, Kathmandu

September; 2019
Abstracts

This project work report is about Customer Satisfaction towards Patanjali Ayurvedic
Products. It has shown vast growth in economic conditions and branches are adding day
by day. Some issues and problems were addressed through questionnaires and to some
extent it helped to fulfill its objectives and research questions. This research was carried
out by keeping in mind the Significance/Rationale of the study. The variables were price
of products, quality of products, location of products, variety of products and loyalty of
customers. This research used mix research approach (qualitative and quantitative).
Causal comparative research design and descriptive research design were used. 100
samples were taken. Random and Convenience were carried out to find the result.
Primary data were only used and those were collected via structured questionnaire
(descriptive, yes/no, multiple choice and likert) were used. Mean, Standard Deviation,
Correlation Regression were found for this research. In order to examine the validity and
reliability of Likert scale questionnaire, Cronbach Alpha test was used. It was found that
variety of products and service of staffs did not have significant relationship with
customer satisfaction. But also variables have position and significant relationship with
customer satisfaction.

2
 CHAPTER I

INTRODUCTION

1.1 Background of the Study:

Philip Kotler (2008), observed that satisfaction is a person’s feelings of pressure or

Disappointment Resulting from Product’s Perceived Performance (outcomes) in relation
to his or her expectations. In (2016), observed that is a person’s feelings of pressure or
Disappointment Resulting from product’s perceived performance in relation to his or her
expectations.

A WHO ( World Health Organization ), Study Estimates that about 80 percent of world
Population depends on natural products for their health care instead of modern medicines
Primarily Because of side effect and high cost of modern medicine ( Sharma, Shankar,
Tyagi, Singh and Rao, 2008 ).

The Worldwide Herbal Market Products are around and 6.2 billion and estimate to Reach
and 5 Trillion by the year 2050 ( WHO and Kumar and Janagon, 2011 ).

Khanna (2015), Consumers is more Conscious for their health and Maintaining the
quality of their health as well as provide maximum satisfaction. In (2015), carried a study
on consumer perception regarding patanjali products.

Rain and Shukla (2012), conducted a study to know the trends of patanjali products.

Layak and singh (2015), report “Desi bustle v/s MNC muscle” standing how Ramdev’s
patanjali is getting trend for HUL and how baba Ramdev ’s unconditional marketing and
strong follower base couple with aggressive pricing has helped him over-take established
layering Ayurvedic FMCG like Emami and Himalaya.

Ali and Yadav (2015) carried a study to know about consumer perception towards herbal
Products.

Although it’s clear that mental processes include many subtle subconscious effects, no
evidence supports the nation that markets can systematically control consumers at that
level, epically in term of changing moderately important or strongly held belief (Kotler,
2017).

Perception is a set people after assume that reality is objective that, we all perceive the
same things in the same way (Gregory et al, 1995).

Cadogan and foster (2002), states that price is most important concern for the average
consumer preferred brand that why their purchasing intention is not affected by price.

Yoon and Kim (2002), specifies that loyal customers was pay a premium even if the price
has increased Because the risk is very high, they prefer to pay higher price for avoid the
risk of any change said by.

Khraim (2011), state that produce quality plays a very important role in influencing
customer to be brand loyal customers. Consumers preferred brand name, product quality,
price promotion, store environment and service quality are related factors attributable to
brand loyalty.

Nagaraju and Thejaswini (2015) in their study “Consumer perception analysis and Market
awareness towards eco-friendly FMCG Products” analyzed the fact that the customers
give more preference to eco-friendly FMCG products as they are very health and
environment cautious.

Jashim Uddin Ahmed, Hafiza Sultana and Asma Ahmed (2018) Patanjali ayurved started
as a small Pharmacy in Haridwar, India in 1997. It was incorporated as a private limited
company in 2006 with the objective of integrating the latest technology and accident
Ayurbeda Wisdom soon the venture was converted into a public limited company in 2007
to facilitate its speedy expansion.
 1.2 Statement of Problem:

Patanjali product is one of the most used Ayurbedic product. It is pure, effective,
scientifically developed herbomineral products (Medicinal Plants play a significant role in
providing primary health care services to rural India.) Patanjali products which is aimed
to connect to people. Patanjali have different products in many categories that include
healthcare, medicines, nutrition and supplements, grocery, personal care etc. Patanjali
products sell everything at the best possible rates in the market. I’m satisfied with the
quality of Patanjali products that are driving the growth of business like ghee,
chavanprash, toothpastes, shampoo and face wash is considual an internal factors.
Internal factors are external factors are size, shape, intensity and status. Patanjali products
are more efficient than Nepali ayurvedic products.

However, there are some issues and problems related to Patanjali Ayurvedic products.
Some side effects occurred according to users of these products. Having these side
effects, the decrease of product user is ongoing. Also, due to side effects of synthetic
products, herbal products are gaining popularity in world market. Nepal Ayurvedic
companies are suffering from lack of innovation poor marketing and promotion. Attitude
of consumer can also affect the purchasing decision. Lack of long term business plan and
marketing strategy Patanjali product are falling behind.

1.3 Objectives

The study had the following specification objective are:

. To find the customers satisfaction Patanjali Ayurvedic products.
i. To examine quality, price, loyalty of customers.
ii. To explore issues and problems related to Patanjali products.

1.4: Research questions/ Hypothesis:

1.4.1Research question:

. How does Customer Satisfaction affects the Patanjali Product?

i. What is the relationship between prices of Customer Satisfaction to words products?
ii. How dose quality affect the customers satisfaction towards products?
v. How dose loyalty affect the customers product?
. What sort of variety of product affects a customer satisfaction?
i. What is the relationship between location of product found and customer
satisfaction?
 1.4.2 Hypothesis:

There are two types of Hypothesis:

Null Hypothesis: It is a proposition that states an exact relationship between two

variables. It is denoted by Ho.

Alternative Hypothesis: It is statement expressing a relationship between two variables or

no difference between two groups. It is denoted by H1.

Following are some of the Hypothesis for this research:

H1. : There is significant relationship between prices of customer satisfaction towards

Patanjali products.

H2. : There is significant relationship between quality of product.

H3. : There is significant relationship between loyalty of customers towards the products.

H4. : There is significant relationship between variety of customers towards the

products.

H5. : There is significant relationship between Location of distributor or retail

.5 Significant/ Rationale of the study:

This study was help to explain the customer satisfaction regarding customers as they was
stay loyal longer, was buy more as the retailer introduces new products and upgrades
exiting brands, talk favorably about the retailer and its merchandise, pay less attention to
competing brands and advertising and is less sensitive to price, offers products/service
ideas to the retailer and costs less to serve than new customers.

To create healthier society and country with science of Ayurveda with the tag line
“PrakrutikaAshirvad”. Patanjali had acquired large market share in short time through
47000 retail counters, 3500 distributors, multiple warehouses in 18 states, 10000 health
centers, and 100 mega stores.

The growth rate of Patanjali is 130% and the future plans of the company talks about
achieving 10000 corers business and expansion of the brand at the global market in the
coming years and to reach top position in FMCG industry. If Patanjali was planning for
far reaching the customer it must able to satisfy the customers with its products and also
to acquire the brand loyalty.

Therefore, this study was conducted to assess the perception towards the brand and to
know the consumers mindset about the brand in comparison to other brands. This
research focuses on the factors influencing the success and popularity of the Patanjali
products. This study can help to know whether the work done by the company in the area
of new products is able to satisfy the customers or not. The major focus of the study
conducted therefore is to discover the factors that people aware about the upcoming new
products and the attribute of the product which attracted them for a trail. Consumers are
provided with the best products, they wouldn’t keep a brand enjoy such a position in the
market. This study has made an attempt to identify the consumer’s perception towards
Patanjali products.

1.6 Definition of the Concepts and the Variables

Customer satisfaction:

Customer satisfaction is the result of comparing expectations and the experience.

Customer satisfaction is a person’s feelings of pleaser or disappointment resulting from
comparing a product’s perceived performance in relation to his/her expectations. (Kotler,
2000).

Price

Price is the value placed on what is exchanged according to pride and Ferrell (2008). It is
the influential factor for customer satisfaction.

Quality

Quality means those features of products which meet customer needs and thereby
provide customer satisfaction. In this sense, the meaning of quality is oriented to income.
The purpose of such higher quality is to provide greater customer satisfaction and, one
hopes, to increase incomes. Eldin (2011)

Location

According to Reilly (1931), Developed riley law of retail gravitation which is proposes
that people are drawn to larger shopping thus larger cities tend to attract more customers
to shop their than smaller ones therefore the need for supermarkets to consider location
when put up facilities.

Variety

Accounting to Kotler, product is anything, tangible or intangible, which can be offered to

a market for attention, acquisition, use or consumption that might satisfy a need or want.

.7. Limitations of the study.

 The study was conducted only in Kathmandu valley.
 The study was based on limited resources time.
 Due to the lack of time resource, money, convenient sampling is used.
 Product unavailability for the consumer in the market is one of the biggest
limitation for Patanjali products.
 CHAPTER II
LITERATURE REVIEW

2.1 Theoretical Base:

Assimilation theory of based on Festinger’s (1957) dissonance theory dissonance theory

points that consumers make some kind of cognate comparison between exaptation about
product and the perceived product performance.
According to Anderson (1973) customers seek to avoid dissonance by adjusting
perceptions about a given period of bring it make in line with expectations.
The study on the relationship between customer satisfaction, services quality and service
loyalty in Molta’s banks concluded that customer satisfaction plays a mediator role in the
effect of service. Customers should be managed as assets and that customers very in their
needs, preferences, buying behavior and price sensitivity. (Kuther and Cripps,1997)
Contrast theory was first introduced by Hovland, Harvey and Sherif (1987). Dewes et al
(1972).
Define cognitive theory as the discrepancy between one’s own attitudes and the attitudes
represented by opinion statements.
Disconfirmation theory argues that satisfaction is related to the size and direction of the
disconfirmation experience that occurs as a result of comparing service performance
against expectation.
Opponent process theory was originally a theory of motivation reformulated by Solomon
and Corbit, which has been adapted from the basic physiological phenomena known as
homeostasis.
.2 Theoretical Framework :

Price

Loyalty

Customers’
Location
satisfaction

Quality

Variety

Dependent Variable Independent variable

There was relationship between dependent and independent variable dependent variable
was customer satisfaction. And independent variable should be price of product, loyalty
of customer, location of stores, quality of product, varieties of products.

2.3 Review of Previous Study:

S. n. Name of Author Finding

1. Khanna (2015) Customer’s perception towards a brand was built
largely on the satisfactory value the user received
after paying for the product and the benefits the
user looked for.
2. Gupta and Garg (2016) All herbal and Ayurvedic products were made
from natural essence and they were having on
side effects at all.
3. Ali and Yadav (2015) The attributes suggested by the respondent to use
herbal products are prepared from natural
ingredient, free from the side effect, fit for health
and non chemical.
4. Bandaru (2017) Patanjali Ayurvedic and natural food products
were going to occupy major share and becoming
a leader in Indian food market.
5. Jaggi and Ghosh (2017) The indigenous nature of the products had a
strong symbolic value, which seem to had clearly
translated into material benefits for the Patanjali
brand.
6. Sangeetha (2017) Within a short Period of time Patanjali had will
taken good position in the market and created a
positive mark in the buyers perspective.
7. Frank(2018) It has position customers in a right parth and
continue the delivery of the quality product to
reach the pinnacle of success.
8. Singh and Kaur (2018) Patanjali and Swami Ram dev had become a
brand in Indian market with the most specific
 strategy of first establishing himself as a brand
persona and then positioning the patanjali product
line on right time to right consumers with
Swadeshi Alternative.
9. Ruba and Anitha (2018) This have made the consumers to shift to herbal
and ayurvedic products and with this contacts the
study has been done to identify the consumers
satisfaction one the Patanjali ayurveda products.

10. Anupriya (2017) All the selected reespondents were selected the
product due to the customers are satisfied with
the quality and price of the products.

Khanna (2015), Customer Perception towards Brand: A Study on Patanjali. Her objectives
were to study the brand perception of Patanjali in minds of consumers, attributes that a
customer keeps in mind while buying Patanjali products and the satisfaction level of
consumers after using Patanjali products. Sample size were 100, questionnaire were used
and descriptive research design was used. She pointed out that Customer’s perception
towards a brand was built largely on the satisfactory value the user received after paying
for the product and the benefits the user looked for. Customers reasonable price of
product, ability of product to cure the problem were the reason for satisfaction towards
Patanjali Products.

Ali and Yadav (2015), A Study of Consumer Perception of Herbal Products in Bhopal.
There objectives were to determine the reason why people are using herbal products, to
compare the level of familiarity and favourability of consumers with Vindhya Herbal
products and others brands available in the market and to analyze the aspects of
consumer’s familiarity, information desired and attitude with Herbal products. The
sample size weight 60. Questionnaire where used to. Day concluded The attributes
suggested by the respondent to use herbal products are prepared from natural ingredient,
free from the side effect, fit for health and non-chemical.

Gupta and Garg (2016), Desi Bustle v/s MNC Muscle: How Ramdev’s Patanjali is Setting
Trend for HUL.There objectives were to find why consumer prefer Herbal products and
Natural products, to explore that whether consumers are familiar with the Ayurvedic and
herbal products with other brands available in the market, to analyze the attitude of
consumers towards herbal products and to analyze the role of media in promotion of
Patanjali products.The primary data and secondary data were used. Face to face
interviews was taken. Revealed that herbal and Ayurvedic were bought on daily, monthly
and forghtly basis. All herbal and ayurvedic products were made from natural essence and
they were having on side effects at all. Further posters, banners and mass media, retail
stores were major sources of information for consumers for buying these herbal products.

Sangeetha (2017), A Study Consumer Behaviour and Preferences towards Patanjali

Ayurveda. in order to retailed and satisfied the customers.There fulfilled clams made by
company before any other brand mushroomed up and take away the benefits of marketing
through spirituality. Within a short Period of time Patanjali had was taken good position
in the market and created a positive mark in the buyers perspective. Within a short
Period of time Patanjali had will taken good position in the market and created a positive
mark in the buyers perspective.

Frank (2018), Consumer Purchase Behaviour towards Patanjali Brand in Mangalore. Her
objectives were to know the attributes that a customer keeps in mind while buying
Patanjali products, to study the satisfaction after using Patanjali products, to study the
customer perception of Patanjali consumers and to evaluate and suggest the valuable
factors which will help to increase the sales and revenues. The sample size were 490.She
concluded that It has position customers in a right parth and continue the delivery of the
quality product to reach the pinnacle of success.

Singh and Kaur (2018), A Case Study of Patanjali Ayurved Ltd. in Context to Swadeshi.
There objectives were to know how the Swadeshi product of Patanjali Ayurved Ltd. is
going to prove successfully. High quality in terms of ingredients as well as health
benefits. Marketing the products on the lines of made in India. Products from Patanjali are
available at around 15-30% cheaper than alike products from peer companies. Strengths,
weaknesses, opportunities and threats of Patanjali Ayurvedic Limited and various USP
that a plays key role in the success story of Patanjali Ayurved Ltd. Patanjali and Swami
Ramdev had become a brand in Indian market with the most specific strategy of first
establishing himself as a brand personal and then positioning the Patanjali Product line on
right time to right consumers with Swadeshi Alternative.
Jaggi and Ghosh, R.(2017), Consumer Perception of Patanjali Products: An Analytical
Study. There objectives were to this study aims at deconstructing the brand perception of
Patanjali Ayurved Limited from the point of view of its customer base. Sample size were
112. Questionnaire were used. They concluded that The indigenous nature of the products
had a strong symbolic value, which seem to had clearly translated into material benefits
for the Patanjali brand.

Bandaru (2017), Factors influencing the Customers towards Patanjali Natural Food
Products: A Study in Hyderabad City. His objectives were to identify the factors influence
the customers towards Patanjali food products, to study the customers experience with
Patanjali food products and to examine the relationship between influencing factors
Swadesh products and demographic variables of the respondents. The sample size of the
study is 100. Questionnaire and administered were used. .He concluded that Patanjali
Ayurvedic and natural food products were going to occupy major share and becoming a
leader in Indian food market.

Ruba and Anitha (2018), Consumer satisfaction on Patanjali Products. Her objectives
were to study the usage of Patanjali Products and to ascertain in the determinants of
consumer’s level of satisfaction on Patanjali Products. The sample size were 182.
Questionnaire were used. Convenient sample was used. They concluded that This have
made the consumers to shift to herbal and ayurvedic products and with this contacts the
study has been done to identify the consumers satisfaction one the Patanjali ayurveda
products.

Anupriya (2017), A Study on Consumer’s Preference and Perception towards Patanjali

Product. Her objectives were to study the brand preference of Patanjali in customer view,
to study the brand perception of Patanjali in the minds of consumer and to study the
satisfaction level of consumer after using Patanjali Products. The sample size were 100.
Questionnaire were used. Convenient sample was used. She pointed out that All the
selected reespondents were selected the product due to the customers are satisfied with
the quality and price of the products.

2.4 Research Gap

Research gap refers to the knowledge gap which still need and concluded through
research. Through this research some important elements or components of customer
perception towards Patanjali product in Nepal are studied but there are other valuable
components remains which has larger scope on customer satisfaction towards
Patanjali Ayurvedic products research area. There is a gap of time. This is based on
only limited number of respondent in Nepal. In other hand, there also a gap in some
tool that is used in this research which is different than previous research studies.
 CHAPTER III
RESEARCH METHOD

3.1 Research Approach

Customer satisfaction toward Patanjali product was used mixed of research approach.
The independent variables like quality, loyalty, service, etc are related to qualitative
approach, while price, location, variety etc are related to qualitative approach. While
price, location, variety etc are related to qualitative approach of research.

It was also incorporates both quantitative as well as qualitative data. In quantitative

approach, we were use mean, SD, correlation, regression, amount, etc to analyze the data
and find out the solution or to draw conclusions. Also it was help to know how and why
things happen in a society or organization.

In qualitative approach, we was get depth knowledge and explain the issue or subject
rather the finding the solution or coming to the conduction, survey, interview, and
questionnaire was conducted via qualitative approach.

3.2 Research Design

This research was use causal comparative research design. It is a research design which
was show the cause of the problem. It collects and present the facts and the figure in a
certain situations. It was estimated the number of respondents processing certain
attributes and come up with predictions. So, description research design was suitable.

Regarding causal comparative research design, what affects the dependent variable
Customer satisfaction is dependent variable while price, location, service, quality, loyalty,
variety of product may to unsatisfied towards the business firm. Researcher’s goal is to
determine whether the independent variable affected the outcomes or dependent variable,
by comparing two or more groups of individuals.

3.3 Types and Sources of data

There are basically two types of data i.e. primary data and secondary data. In this study
primary was taken into consider to get relevant data needed.

Primary data was generated through face to face interviews, questionnaire, survey
method.
3.4 Population and sampling

Due to limited time, energy, budget, samples taken around Kathmandu valley.
Convenience sampling of non-probability sampling as well as random sampling was
taken into consideration for this specific research.

3.5. Instrumentation (Tools and Techniques):

In order to collect needed data interview, questionnaire was used. Structured,

unstructured, descriptive, yes/no, multiple choice questionnaires was used for interview,
face- to-face, personal type was used. These tools was help to find the tentative result
needed for this research study.

In order to examine the validity and reliability of questionnaire, pilot testing was
conducted.

In order to examine the validity and reliability of liker save questionnaire cronbach Alpha
test was used. Value ranges from 0 to 1.

3.6. Methods of Analysis.

3.6.1. Data Processing Techniques.

Data processing technique was done via computer. The data was analyzed through SPSS
program, excel, Microsoft word etc. There are mainly three types of data processing
methods namely: manual data processing, mechanical data processing, electronic data
processing. Data was edited, coded, classified, tabulated, and summarized in order to
analysis the data needed.

Tabulation process was used mostly to summarize the data, table, graphs, and charts was
used to some extent.

Bar diagrams, pie-charts were used mostly for the mathematical tools to analyze the
collected data to be processed.

3.6.2 Data Analysis (Tools and Techniques)

In order to analyze the data processing is done through mathematical, statistical, financial
tools.

Mathematical Tools:

To find out the respondents analysis we was use percentage analysis

Statistical Tools: In order to explain nature and characteristic of data, descriptive

statistical was used. Under descriptive statistics, following tools was used:

This was measure the central tendency that offers a general picture of data calculating
average of series of data. It is denoted by xx .

xx = (Σ xi) / n – (Adhikari & Pandey, 2017)

Where, xx =mean

xi= number of independent variables=1,2,3,4,5,6.

n=1, 2,3,4,5.6

(i) Standard deviation: In order to find variance between observed data and
estimated data this method was used. It is denoted by �.

x−xx
� (¿)2 / n – (Adhikari & Pandey, 2017)
¿ √¿

Where σ =standard deviation

Under inferential statistics, following tools was used.

(i) Correlation: In order to find the cause and effect relationship between
variables. Multiple correlations was used.

r =( N Σdxdy – Σdx Σdy) /(√N Σdx²-( Σdx )² √N Σdy²-( Σdy)²) –(Bam,2015)

 (ii) Regression: A statistical technique that was used to see the degree of
relationship between variables. Multiple regressions was used.

y = α+β0 + β1x1 + β2x2 + ··· βkxk +e – (Bam, 2015)

(iii) ANOVA (analysis of variance): To study over more than two samples at a time
this method was used. Also, this method was help to study the area of variance
and degree of variance.

F=MSR/MSE – (Bam, 2015)

MSR=SSR/k =Σ (ŷ -ȳ)2/ k

MSE=SSE/n-k-1 =Σ(y- ŷ)2/n-k-1

where,

k=number of independent variables

Customer statistics = f (price, loyalty, quality, location, variety)

Y=a+b1x1+b2x2+b3x3+b4x4+b5x5+b6x6+e

Where,

X1 = Price of product

X2 = Quality of product

X3 = Location of stores

X4 = Variety of product and customers

X5 = Loyalty of customers
 CHAPTER IV
DATA PRESENTATION AND ANALYSIS

4.1.Reliability Statistics:
This analysis is used for checking the internal consistency of the use of data collection
and reliability coefficient is the indicator of it. The reliability coefficient i.e. Cronbach
Alpha coefficient value ranges from 0 to 1.

Table 4.1 Reliability Statics

Variables Cronbach Alpha N of items
Price .723 3
Quality 507 3
Location .473 3
Variety .585 3
Loyalty .622 3
Overall 0.853 15
The reliability analysis shows that there is the reliability of the research as per Cronbach
Alpha is 0.853 for overall latent items in sample.In simple words research is 85.3%
reliable.
4.2.Demographic Profile of the Respondents:
Age
Table 4.2 Age of Respondents
Age Frequency Percentage
Under 18 12 12.0
19-25 57 57.0
26-32 16 16.0
Above33 15 15.0
Total 100 100.0
The table shows that among 100 respondents 12 of them were age under 18,57 of 19-
25years,16 of 26- 32years,and 15 of above 33 year.
 Fig:4.1 Age of Respondents
Gender :
Table 4.3 Gender of Respondents
Gender Frequency Percentage
Male 59 59.0
Female 41 41.0
Total 100 100.0
The results which is table 2.2 above showed that there were 100 respondents in total and
among them 59 were male (59%) and 41 were female (41%).So,it can be said that there
were majority of women respondents.

Figure: 4.2 Gender of Respondents

Education
Table 4.4 Education of Respondents
Valid Frequency Percentage
Illiterate 5 5.0
Below SLC/SEE 12 12.o
+2 26 26.0
Bachelor 50 50.0
Master 7 7.0
Total 100 100.0
The results which is table 4.4 above showed that there were 100 respondents in total and
among them 5(5%) were illiterate,12(12%) were below SLC/SEE,26(26%)were
+2,50(50%) were bachelor,7(7%) were master .So, majority of bachelor level.

Figure: 4.3 Education of Respondents

Occupation:

Table 4.5 Occupation of Respondent

Valid Frequency Percentage

Business 10 10.0
Service 19 19.0
Students 59 59.0
Unemployed 5 5.0
Household 7 7.0
Total 100 100.0
The results which is table 4.4 above showed that there were 100 respondents in total and
among them 10(10%) were business,19(19%) were service,59(59%) were students,
5(5%)were unemployed and 7(7%) were household. So, majority of the respondents were
of students.

Figure:4.4 Occupation of Respondent

Monthly Income:
Table 4.6 Monthly Income of Respondent
Frequency Percentage
No income 53 53.0
Less than 10000 17 17.0
10001-30000 20 20.0
More than 30001 10 10.0
Total 100 100.0
The results which is table 4.5 above showed that there were 100 respondents in total and
among them 53(53%) were no income,17(17%) were less than 10000,20(20%) were
10001-30000 students, and 10(10%)were more than 30001. So, majority of the
respondents were of no income.
 Figure: 4.5 Monthly of Respondents

Shopping Areas:

Table 4.7 Shopping Areas of Respondents

Frequency Percentage
Shampoo 30 30.0
Oil 6 6.0
Toothpaste 35 35.0
Other 29 29
Total 100 100.0
The results which is table 4.7 above showed that there were 100 respondents in total and
among them 30(30%) were shampoo,6(6%) were oil, 35(35%) were toothpaste, and
29(29%) were other. So, majority of the respondents were of the toothpaste.
 Figure 4.6 Shopping Area of Respondents

Shopping Behaviour

Table 4.8 Shopping Behaviour

Frequency Percentage
Always 44 44.0
Sometime 49 49.0
Never 7 7.0
Total 100 100.0
The results which is table 4.8 above showed that there were 100 respondents in total and
among them 44(44%) were always,49(49%) were sometime, and 7(7%) were never. So,
majority of the respondents were of sometime.

\
Figure 4.7:How often do you use these products?

Descriptive Analysis
 This section deals with the descriptive analysis of the data which are collected through the
question during the research process. Here descriptive analysis includes calculation of statistical
measures such as mean and standard deviation. Their values help the research to analysis the data
with respect to frequencies and aggregation relating to research to research question and variables.

Table 4.9 Descriptive Statistics of Price

Pricing affects
Price of patanjali is Patanjali products customer's
cheap. satisfy customers. satisfaction.
N 100 100 100

Mean 2.4200 2.2800 2.3000

Std. Deviation .92310 .87709 .94815

Table 4.8 shows the descriptive analysis of price of Patanjali is cheaper . As we notice
the highest Mean2.4200 along with standard deviation 0.92310 and lowest mean
2.2800 along with standard deviation 0.87709.

Table 4.10 Descriptive Statistics of Loyalty

People are loyal Products are
towards these I always buy these harmful so is
products. products. banned.
N 100 100 100

Mean 2.1800 2.5100 2.9500

Std. Deviation .84543 1.08707 1.16667
Table 4.9 shows the descriptive analysis of products are harmful so is banned. As we
notice the highest Mean 2.9500 along with standard deviation 1.16667 and lowest mean
2.1800 along with standard deviation 0.84543.
Table 4.11 Descriptive Statistics of Benefit
Distributors of
I am benefitted by Ram dev's products these products are
these product. are genuine. nearby.
N 100 100 100

Mean 2.3800 2.2300 2.4300

Std. Deviation 1.04234 .97292 1.01757
 Table 4.12 Descriptive Statistics of Location
Products are Varieties of
Location affects delivered at products are there
customers' required time being in Patanjali
satisfaction. near distributor. products.
N 100 100 100

Mean 2.2400 2.5400 2.2200

Std. Deviation .92245 .98903 .87132
Table 4.10 shows the descriptive analysis of distributors of these products are nearby. As
we notice the highest Mean2.4300 along with standard deviation 1.01757 and lowest
mean 2.2300 along with standard deviation 0.97292.
Table 4.11 shows the descriptive analysis of products are delivered at required time being
near distributor. As we notice the highest Mean2.5400 along with standard deviation
0.98903 and lowest mean 2.2200 along with standard deviation 0.87132.

Table 4.13 Descriptive Statistics of Variety

Variety of products Loyalty of
affects customer I buy varieties of customers affects
satisfaction. products. products' selling.
N 100 100 100

Mean 2.2000 2.4500 2.1500

Std. Deviation 1.04447 1.13150 .84537
Table 4.12 shows the descriptive analysis of I buy varieties of products. As we notice the
highest Mean2.4500 along with standard deviation 1.13150 and lowest mean 2.1500
along with standard deviation 0.84537.

4.4 Correlational analysis:

Table 4.14 Correlational Analysis of Price
 Patanjali
Price of products Pricing affects
patanjali is satisfies customer's
cheap. customers. satistaction.
Price of patanjali is Pearson
cheap. Correlation
Sig. (2-tailed)
N 100
Patanjali products Pearson
.452**
satisfies customers. Correlation
Sig. (2-tailed) .000
N 100 100
Pricing affects Pearson
.432** .517**
customer's satistaction. Correlation
Sig. (2-tailed) .000 .000
N 100 100 100

**. Correlation is significant at the 0.01 level (2-tailed).

Sig (2-tailed)is 0which is less than 0.05 and there is positive correlation. So, it only slightly affect the
significance.

Table 4.15 Correlations analysis of Loyalty

People are
loyal towards I always buy Products are
these these harmful so is
products. products. banned.
People are loyal Pearson
.
towards these products. Correlation
Sig. (2-tailed)
N 100
I always buy these Pearson
.427**
products. Correlation
Sig. (2-tailed) .000
N 100 100
Products are harmful so Pearson
.265** .140
is banned. Correlation
Sig. (2-tailed) .008 .165
N 100 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
Sig(2-tailed) is 0.00865 which is less than 0.05 and there is positive correlation. So, it
only slightly affect the significance.

Table 4.16 Correlations Analysis of Benefit

Distributors
I am Ram dev's of these
benefitted by products are products are
these product. genuine. nearby.
I am benefitted by these Pearson
product. Correlation
Sig. (2-tailed)
N 100
Ram dev's products are Pearson
.481**
genuine. Correlation
Sig. (2-tailed) .000
N 100 100
Distributors of these Pearson
.225* -.019
products are nearby. Correlation
Sig. (2-tailed) .024 .849
N 100 100 100

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).
Sig (2-tailed) is 0.4365 which is more than 0.05.There is positive correlation in benefitted
by these product but Ram dev’s products are genuine is negative correlation and it only
slightly effects the signification 0.05.

Table 4.17 Correlations Analysis of Location

Products are Varieties of
Location delivered at products are
affects required time there in
customers' being near Patanjali
satisfaction. distributor. products.
Location affects Pearson
customers' satisfaction. Correlation
Sig. (2-tailed)
N 100
Products are delivered Pearson
.277**
at required time being Correlation
near distributor. Sig. (2-tailed) .005
N 100 100
Varieties of products Pearson
.411** .283**
are there in Patanjali Correlation
products. Sig. (2-tailed) .000 .004
N 100 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
Sig(2-tailed) is 0.0045 which is less than 0,05 and there is positive correlation. So, it only
slightly affect the significance.

Table 4.17 Correlations Analysis of Variety

Variety of Loyalty of
products customers
affects I buy affects
customer varieties of products'
satisfaction. products. selling.
Variety of products Pearson
affects customer Correlation
satisfaction. Sig. (2-tailed)
N 100
I buy varieties of Pearson
.436**
products. Correlation
Sig. (2-tailed) .000
N 100 100
Loyalty of customers Pearson
.446** .193
affects products' Correlation
selling. Sig. (2-tailed) .000 .055
N 100 100 100
**. Correlation is significant at the 0.01 level (2-tailed).

Sig(2-tailed) is 0.055 which is less than 0.05 and there is positive correlation slightly
affect the significance.
Hypothesis Testing:
H1: There is significant relationship between interest rate and customer satisfaction.
Since, p-value is zero.(0<0.05)which is less than 0.05.So, there is exist the relationship
between interest rate and customer satisfaction .Alternative hypothesis is
accepted.
H2: There is significant relationship between Accessibility and customer satisfaction.
Since, p-value is 0.0865(0.0865>0.05) which is more than 0.05.So, there exist no
relationship between accessibility and customer satisfaction .Alternative hypothesis is
rejected.
H3: There is significant relationship between Response and customer satisfaction.
Since, p-value is 0.4365(0.4365>0.05) which is more than 0.05.So, there exist no
relationship between response and customer satisfaction .Alternative hypothesis is
rejected.
H4: There is significant relationship between Location and customer satisfaction.
Since, p-value is 0.0045(0.0045<0.05) which is less than 0.05.So, there exist the
relationship between location and customer satisfaction .Alternative hypothesis is
accepted.
H5: There is significant relationship between Saving Option and customer satisfaction.
Since, p-value is 0.055(0.055>0.05) which is more than 0.05.So, there exist no
relationship between saving option and customer satisfaction .Alternative hypothesis is
rejected.

Model R R Square Adjusted R Square Std. Error of the Estimate

1 .60577
.768a .590 .523
.Predicted:(constant),Loyalty of customers affects products selling., Products are
delivered at required time being near distributor ., Products are harmful so is banned.,
I am benefitted by these products., Location affects customers satisfaction., Price of
Patanjali is cheap., Distributors of these products are nearby., Varieties of products
are there in Patanjali products., People are loyal towards these products., I always buy these
products., Variety of products affects customer satisfaction., Ram dev’s products are genuine.,
Pricing affects customer’s satisfaction., I buy varieties of products.

Table 4.19 ANOVAa

Model Sum of Squares D. f Mean Square F Sig.
1 Regression 44.969 14 3.212 8.753 .000b
Residual 31.191 85 .367
Total 76.160 99
a. Dependent Variable: Patanjali products satisfies customers.
b. Predictors: (Constant), Loyalty of customers affects products' selling., Products are delivered at
required time being near distributor., Products are harmful so is banned., I am benefitted by these
product., Location affects customers' satisfaction., Price of Patanjali is cheap., Distributors of
these products are nearby., Varieties of products are there in Patanjali products., People are loyal
towards these products., I always buy these products., Variety of products affects customer
satisfaction., Ram dev's products are genuine., Pricing affects customer's satisfaction., I buy
varieties of products.
The result which is presented in table 10% level of significance the value of F is 8.212 and
p value= 000.is less than level of significance ( 000<0.05),we can say that fitted regression
model for independent and dependent variable
Y=a+Bx1+B2X2

4.6 Regression analysis:

Table 4.18 Modular Analysis

 Table 4.20 Coefficientsa
Unstandardized Standardized 90.0% Confidence
Coefficients Coefficients Interval for B
Lower
Model B Std. Error Beta T Sig. Bound Upper Bound
1 (Constant) .110 .383 .287 .775 -.528 .747
Patanjali products
.155 .135 .147 1.143 .256 -.070 .379
satisfies customers.
Pricing affects
customer's .172 .118 .176 1.449 .151 -.025 .368
satistaction.
People are loyal
towards these .056 .124 .051 .449 .655 -.150 .262
products.
I always buy these
.074 .101 .087 .732 .466 -.094 .242
products.
Products are harmful
.031 .075 .039 .415 .679 -.093 .155
so is banned.
Iam benefitted by
-.101 .118 -.114 -.854 .395 -.297 .096
these product.
Ram dev's products
.088 .107 .093 .819 .415 -.091 .267
are genuine.
Distributors of these
.058 .098 .064 .594 .554 -.105 .222
products are nearby.
Location affects
customers' -.239 .107 -.239 -2.239 .028 -.417 -.061
satisfaction.
Products are
delivered at required
.146 .104 .156 1.393 .167 -.028 .319
time being near
distributor.
Varieties of products .199 .113 .188 1.760 .082 .011 .388
are there in Patanjali
products.
Variety of products
affects customer .123 .102 .140 1.209 .230 -.046 .293
satisfaction.
I buy varieties of
.072 .099 .088 .720 .474 -.094 .237
products.
Loyalty of customers
affects products' .160 .122 .146 1.313 .193 -.043 .362
selling.
a. Dependent Variable: Price of Patanjali is cheaper
From the data analysis and presentation, the beta (unstandardized coefficient) showed that
Response has much positive impact on variety with (Beta 0.188), Price has second largest
important (Beta 0.176), Location has third largest important with (Beta 0.156),Products
satisfaction has fourth largest important with (Beta 0.147),Loyalty has fifth largest
important with (Beta 0.146),and harmful products is banned with (Beta 0.039) which
shows that weakest relationship.

MAJOR FINDING

On the basis of overall data presentation and analysis portrayed above from the
information gathered from the survey, I have come up with the different findings which
further assisted in making the conclusion of the research.

 For this study, the number of sample taken for research study was 100
respondents.
 It was taken on random basis to find out the customer perception toward Patanjali
product .It includes age, gender, education, occupation, shopping area. shopping
behavior and monthly income.
 As per 100% shows the age of respondents where under 18 is 12%,19-25 is
57%, 26-32 is 16% and above 33 are 15%
 .As per the gender of respondents where 59% are male and 41% are female.
 The result shows from the level of education of respondents maximum are
bachelor i.e 50% and minimum are illiterate i.e. 5%.
 The result from the occupation of respondents are maximum in students i.e 59%
and minimum in unemployed i.e 5%.
 As the result shows from the monthly income of respondents is no income i.e
53%, less than 10000 i.e 17%, 10001 -30000 i.e 20% and more than 30001 i.e
10%.
 As the result shopping area of respondents are maximum in toothpaste is 35% and
minimum is oil i.e 6% and other i.e 29%
 .As the result shopping behavior of respondent are maximum in sometime is 49%
and minimum in always is 44% and never is 7%.
 From the data analysis and presentation variables are unstandardized coefficient
indicates how much the dependent variables has been affected by the
independent variables.
 Based on the findings from the questionnaire, price, quality, variety, loyalty and
location have an overall positive and negative impact on customer.
 After hypothesis testing, we found whether there is significant relation between
independent variable and dependent variable or not.
 There is the significant relationship between price and customer satisfaction
towards Patanjali Ayurvedic products.
 CHAPTER V

SUMMARY AND CONCLUSION

5.1 Summary

The research makes a clear description of the customer satisfaction towards Patanjali
Ayurbedic products. Price, quality, variety, location and loyalty are very important for the
customer satisfaction.

Data were collected by a self-administered questionnaire. Printed questionnaire were

distributed to 100 respondents. The questionnaire was collected using tools such as 5
point Likert scale. Collected data were analyzed and the result of the data is presented
using pie chart and bar-diagram. The literature review provides the inner view about the
independent and dependent variables. Based on the literature review it concludes that
there is the relationship between different independent variable. Hypothesis was
developed in order to find the relationship price, quality, variety, location and loyalty and
customer satisfaction towards Patanjali products. In order to find out the result of the data
analysis, SPSS was used. There are following summary and the conclusions of findings as
per the analysis of data.

The data is reliable with the result of 85.3% as per the Cronbach alpha reliabilit. There is
0. (0<0.05) which is less than 0.05.So, there is exist the relationship between interest rate
and customer satisfaction .Alternative hypothesis is accepted. There is 0.0865
(0.0865>0.05) which is more than 0.05.So, there exist no relationship between
accessibility and customer satisfaction .Alternative hypothesis is rejected. There is
0.4365 (0.4365>0.05) which is more than 0.05.So, there exist no relationship between
response and customer satisfaction .Alternative hypothesis is rejected. There is
0.0045(0.0045<0.05) which is less than 0.05.So, there exist the relationship between
location and customer satisfaction .Alternative hypothesis is accepted. There is significant
relationship between Saving Option and customer satisfaction.
5.2 Conclusion
This study provides insight about the various dimension and their association with
customer satisfaction. The study has come up with the finding that was quested through
research objectives. The relationship of customer satisfaction dimension identified (price,
quality, variety, loyalty, location) are tested with customer satisfaction.

Patanjali sells its products with a very high quality less than its brand image. Many people
like Patanjali because of quality and with the message is to promote ’Ayurveda’ and
‘health and safety’, it can be a very effective way of promotion and that is why the
company is able to do miracles with its simple yet effective packaging. The price of
Patanjali products is reasonable. On the basis of finding of the study, it can be concluded
that Patanjali product have gained significant place in the market and capture a huge lot
of customers due to its quality, price, variety, loyalty and location.
 Reference

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 QUESTIONNAIRES
I am a research student at Medhavi College, Sankhamul, Kathmandu and currently
working on a research paper under supervision of Chetan Acharya. I need a few minutes
of your precious time to complete this questionnaire. This questionnaire intends to
capture your perception regarding “CUSTOMER SATISFACTION OF PATANJALI
AYURVEDIC PRODUCTS”. Your valuable is considerable and immense importance to
me. I ensure you that data gathered and results generated will only be utilized for research
purpose. I will observe high standard of research ethics and respect your privacy. Please
kindly assist me in completing the questionnaire to enable me to generate relevant and
sound data for the completion of study objective.
1. Name: ……………………………………………………………………

2. Age (in years): Under 18 19-25 26-32 Above 33

3. Gender : Male Female Others

4. Educational Status : Illiterate Below SLC/SEE +2 Bachelor

Masters

5. Occupation : Business Service Student Unemployed

Household

6. Monthly Income: no income Less than 10000 10001-30000

More than 30001

SECTION 2: GENERAL /INTRODUCTORY QUESTIONS

7. Why do you prefer these products?

Cheaper Healthy Quality Other

8. Do you like patanjali products?

Yes No
9. What sort of product do you Use?

Shampoo Oil Toothpaste others

10. Are you conscious about branding of products?

Yes No
11. Did these products benefit you?

Yes No
12. Why did you use these products?

Influence from others health benefits others

 13. Which group of customers often use these products

Old middle young child

14. How often do u use this product?

Always Sometimes Never

15. Have you ever complained about these products?

Yes No Maybe

SECTION 3: INDEPENDENT VARIABLES

Please read each of the following statements carefully and select appropriate
option(s) suit you best from “Strongly Agree” to “Strongly Disagree”, make sure
to tick (✓) one opinion for each statement. Key: SA= Strongly Agree, A=Agree,
N=Neutral, D=Disagree, SD=Strongly Disagree.
S. Statements SA A N D SD
N
16 Price of patanjali is cheaper.
17 Patanjali products satisfies customers.
18 Pricing affects customer's satisfaction.
19 People are loyal towards these products.
20 Loyalty of customers affect products
selling.
21 I always buy these products.
22 Products are harmful so is banned.
23 I am benefitted by this product.
24 Ram Dev's products are genuine.
25 Distributors of these products are
nearby.
26 Location affects customers' satisfaction.
27 Products are delivered at required time
being near to distributor.
28 Varieties of products are there in
patanjali products.
29 Variety of product affects customer
satisfaction.
30 I buy varieties of products.
If you have any feedbacks and suggestions regarding this research toward Patanjali
Ayurvedic products?

1. How does a bank locker work?

2. What is bank locker facility?

3. Is Bank liable for theft in locker?

4. Which bank lockers are safe?

5. Is MBL bank best for locker facility?

6. Is it safe to keep cash in bank locker?

7. Which Locker is best for home?

8. Can a nominee operate a locker?

9. What are the charges for bank locker?

10. Does MBL Bank provide locker facility?

11. What is Locker rent?

12. How do I open a bank locker?

13. Are bank lockers insured?

14. Are banks responsible for safety deposit boxes?

15. How do you keep jewelry safe?

16. Can bank locker be transferred?

17. How do you store gold in a locker?

18. How do you get interest in gold?

19. Who can operate bank locker?

20. What is the size of small bank locker?