A Project Report On

Consumer Perception Towards Patanjali

In the partial fulfillment of the degree of Masters of commerce

Panjab university, Chandigarh Session 2020 -2021

Submitted To
The Post Graduate Government College Sector 46,
Chandigarh.

Name: Sachit Sharma

College Roll no:3332/20
University Roll no:45520
 STUDENT DECLARATION

SACHIT SHARMA, hereby declare that the research project entitled " Consumer

Perception Towards Patanjali" submitted in partial fulfilment of the requirements for

the degree of Masters in Commerce to PGGC 46, is my original work and not submitted for
the award of any other degree or diploma.

Place: Chandigarh Signature

Date: 20/06/2021 SACHIT SHARMA

 ACKNOWLEDGEMENT

The success of any task undertaken is not the result of efforts and enthusiastic hard work of
one person but the collaborative efforts of many others who helped at each phase for the
effective fulfilment of the project undertaken, and this project is no exception.
Acknowledging their efforts and help is equally important. I would like to pay my sincere
gratitude to all the persons who helped me during this research project with their able
guidance and invaluable advice. It gives me immense pleasure in acknowledging the
invaluable assistance extended to me by various people in the successful completion of this
research project.

I express my heartfelt gratitude to our Head of Department, Dr. Surinder Kaur. Also, I am
most grateful to my teacher cum guide, Mrs. Tajinder, who never hesitated to answer the
queries and provided me with necessary help with calm and composed disposition.

I would also like to extend my sincere appreciation to my family and respondent units of the
study.
Index

1. Introduction

2. Industry Profile

3. Introduction to topic

4. Need for study

5. Objectives of study

6. Research Methodology

7. Data analysis and Interpretation

8. Finding and Conclusions

9. Limitations of study
 INTRODUCTION

• The ever changing marketing scenario and heightened competition over the
globe has amplified the role of brand at unparalleled level. Every person is a
consumer of different brands at the same time. The choice and usage of a
particular brand by the consumer over the time is affected by the quality
benefits offered by the brand especially when it comes to brand of eatables
and cosmetics. Consumer satisfaction is derived when he compares the
actual performance of the product with the performance he expected out of
the usage. Philip Kotler (2008) observed that satisfaction is a person's
feelings of pressure or disappointment resulting from product's perceived
performance (outcome) in relation to his or her expectations. If the perceived
benefits turned out to be almost same as expected, customer is highly
satisfied and that is how the company achieves loyalty of the customer
towards the products.

• In Indian scenario, perceptions about a particular brand are important

because Indian customers rely on the perception of their near and dear ones
before actually buying or using the product. The perceptions of the people
around us affect our decision to buy or not to buy the product. Perceptions
are highly subjective and thus easily distorted. The qualm of buying and not
buying continues into the mind or the black box of the prospective consumer
unless his decision is not supported by many. Thus in order to survive in the
marketing environment of a country like India, brands need to be positioned
in the minds of people. India is already an attractive destination for brands to
 set in due to favorable marketing conditions. India has known to be a hub of
Herbal brands as well since the herbal products are deeply associated with
the spirituality sentiments of the people. 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 effects and high cost of modern

medicine (Sharma, Shanker, Tyagi, Singh, &Rao, 2008) The worldwide
herbal market products are around $6.2 billion and estimated to reach $5
trillion by the year 2050 (WHO & Kumar &Janagam, 2011) This paper
carries out a study on what factors affect buying decision of the buyers for
brand PATANJALI.

• “Patanjali “- a brand set up by PATANJALI AYURVEDA LTD is backed

by robust preaching and promotion of World renowned Guru Swami
Ramdevji and an international authority on Ayurveda and Traditional Herbs.
The company is set up with an objective to provide superior quality of
products at fair price and to get their customers rid off the chronic diseases
by providing products which are organic 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 AYURVEDA LTD has more than
100 different products in the catalogue for Skin, Hair, Heart, Eyes and
Kidney diseases. Patanjali’s recent 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 advantage by the very concept
of “Marketing through Spirituality”.
INDUSTRY PROFILE

• The ever changing marketing scenario and heightened competition over the
globe has amplified the role of brand at unparalleled level. Every person is a
consumer of different brands at the same time. The choice and usage of a
particular brand by the consumer over the time is affected by the quality
benefits offered by the brand especially when it comes to brand of eatables
and cosmetics. Consumer satisfaction is derived when he compares the
actual performance of the product with the performance he expected out of
the usage. Philip Kotler (2008) observed that satisfaction is a person's
feelings of pressure or disappointment resulting from product's perceived
performance (outcome) in relation to his or her expectations. If the perceived
benefits turned out to be almost same as expected, customer is highly
satisfied and that is how the company achieves loyalty of the customer
towards the products.
• In Indian scenario, perceptions about a particular brand are important
because Indian customers rely on the perception of their near and dear ones
before actually buying or using the product. The perceptions of the people
around us affect our decision to buy or not to buy the product. Perceptions
are highly subjective and thus easily distorted. The qualm of buying and not
buying continues into the mind or the black box of the prospective consumer
unless his decision is not supported by many. Thus in order to survive in the
marketing environment of a country like India, brands need to be positioned
in the minds of people. India is already an attractive destination for brands to
set in due to favorable marketing conditions. India has known to be a hub of
Herbal brands as well since the herbal products are deeply associated with
 the spirituality sentiments of the people. 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 effects and high cost of modern
medicine (Sharma, Shanker, Tyagi, Singh, &Rao, 2008) The worldwide
herbal market products are around $6.2 billion and estimated to reach $5
trillion by the year 2050 (WHO & Kumar &Janagam, 2011) This paper
carries out a study on what factors affect buying decision of the buyers for
brand PATANJALI.
• “Patanjali “- a brand set up by PATANJALI AYURVEDA LTD is backed
by robust preaching and promotion of World renowned Guru Swami
Ramdevji and an international authority on Ayurveda and Traditional Herbs.
The company is set up with an objective to provide superior quality of
products at fair price and to get their customers rid off the chronic diseases
by providing products which are organic 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 AYURVEDA LTD has more than
100 different products in the catalogue for Skin, Hair, Heart, Eyes and
Kidney diseases. Patanjali’s recent 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 advantage by the very concept
of “Marketing through Spirituality”.

1. Ghee
2. Chyavanaprash
3. KeshKanti and other cosmetics
4. Honey
5. Ayurvedic Medicines
6. Amla Juice
7. Aloevera Juice
8. Patanjali Noodles

 Patanjali products are cheaper than alternatives in the market due to lesser
production and marketing costs. Patanajali has also launched beauty and
baby products. Patanjali Ayurvedic manufacturing division has over300
medicines for treating a range of ailments and body conditions, from
common cold to chronic paralysis. Patanajali launched instant noodles on
15 November 2015. Food Safety and Standards Authority of Indiaslapped
anotice on the company as neither Patanjali nor Aayush, which are the
two brand names under which Patanjali got licenses, have got any
approval for manufacturing instant noodles.
 INTRODUCTION TO THE TOPIC

• 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 percept ion 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
service in question and price comparisons with merchants offering similar
merchandise or services.

• 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. 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.
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.
NEED FOR STUDY

• As consumer, each of has a vast number of perceptions toward products,

toward services, toward company or industry, etc. It is difficult to
imagine in any research project that does not include the measurement of
some aspects of consumer’s perceptions. The size of the market is vast
and constantly expanding, thus resulting in a vast number of competitors
entering the market. Billions of dollars were being spent on goods and
services by tens of millions of people. By which it is easy to the
consumer to change their perception toward a particular product.
• The study will also reveal the different aspects of consumer’s perception
regarding price, quality, range, availability, and advertisements of the
products. The need for the study is very essential as the competition in the
ayurvedic products segment is ever increasing. Competitors are mainly
struggling to shutdown the market by capturing its market share. The
competitors are coming up with sales promotion and incentives to
compete with Patanjali.
OBJECTIVES OF THE STUDY

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

• To study the brand perception of ‘PATANJALI’ in minds 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
RESEARCH METHODOLOGY

• Research approach: For collecting primary data, a survey approach was

used.
• Research instrument: A research questionnaire consisting of a set of
questions was presented to the respondents to know their perception
toward patanjli ayuvedic products.
• Questionnaire design: For consumer survey, the questionnaire was
prepared with a Likert scale and check list method.
• Sample unit: Consumers of Patanjli products.
• Sample size: The study involved an in-depth investigation of 50 sample
respondents.
• Sample procedure: The sampling technique used was cluster sampling
technique.
• Time period of the study: JULY TO AUGUST 2020.
• Method of data collection: The collection of data depends on the data
collection method. Both primary and secondary data have been used in
the present study.
• Data Collection Tools: For the purpose collecting the data, questionnaires
were designed’
• Analysis of data: The primary and secondary data were analyzed through
the statistical methods. SPSS was used for analyzing the data collected.
 DATA ANALYSIS AND INTERPRETATION

Age

Frequen Perce Valid Cumulative

cy nt Percent Percent
Vali 15- 1 2.0 2.0 2.0
d 20
20- 14 27. 27.5 29.4
25 5
25- 18 35. 35.3 64.7
30 3
above 18 35. 35.3 100.0
30 3
Tot 51 100. 100.0
al 0
 Gender

Valid

Frequenc Percen Percen Cumulativ

y t t e Percent

Vali Male 23 45.1 45.1 45.1

d
femal
28 54.9 54.9 100.0
e

Total 51 100.0 100.0

 Need.of.improvement

Valid Cumulati

Frequen Perce Perce ve

cy nt nt Percent

Val Yes 31 60.8 60.8 60.8

id
No 20 39.2 39.2 100.0

Tot
51 100.0 100.0
al
Cost
Valid Cumulative

Percent Percent
Frequency Percent
Valid Yes 51.0 51.0
26 51.0

No
49.0 100.0
25 49.0

Total 100.0
51 100.0
  Quality

Valid Cumulative
Frequency Percent Percent Percent

Vali excellent 17 33.3 33.3 33.3

d
Good 30 58.8 58.8 92.2

satisfactory 4 7.8 7.8 100.0

Total 51 100.0 100.0

FINDINGS AND CONCLUSION

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 fulfill the claims made by
the company before any other brand may mushroom up and take away the
benefits of marketing through spirituality.
LIMITATIONS OF THE STUDY

The results of the study may not be generalized because researcher followed
convenient sampling method. Moreover, the study includes students with
zero income which may not give conclusive results as income affects the
buying capacity too. Also, Researcher could not gather much data from age
group of 55 and above. The bias cannot be excluded since the researcher
only reached out to accessible area to distribute and gather information.
Time and resource constraint are other limitations too.
REFERENCES

1. Herbal Medicine for Market Potential in India: An

Overview(2008)Sharma, Shanker, Tyagi, Singh, &Rao

2. Kumar, M. R., &Janagam, D. (2011, March). Export and Import Pattern

of Medicinal Plants in India. Indian Journal of Science and Technology,

IV(3), 245-248.

3. Acharya, N. (2011, June 9). Meet Ramdev the Marketing Guru. The

Business Standard

4. Kotler, P. (2008). Marketing Managment (11th ed.). New Delhi: Pearson

Education

5. Sinha, A., & Singh, N. (2015). Growing Herbal Cosmetics Indian Market.

International Journal of Management and Science

THANKYOU