DECLARATION

I the undersigned Ms. Pooja Sanjeev Yadav here by, declare that the work embodied in this
project work titled “To examine customers buying behaviour towards Patanjali products”,
forms my own contribution to the project work carried out under the guidance of Prof. Shripad
Bapat is a result of my own work and has not been previously submitted to any other University
for any other Degree/Diploma to this or any other University.

Wherever reference has been made to previous works of others, it has been clearly indicated as
such and included in the bibliography.

I, here by further declare that all information of this document has been obtained and presented
in accordance with academic rules and ethical conduct.

Date:

Place:

Yours faithfully,

POOJA SANJEEV YADAV

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 ACKNOWLEDGEMENT
To list who all have helped me is difficult because they are so numerous and the depth is so
enormous.

I would like to acknowledgment the following as being idealistic channels and fresh
dimensions in the completion of this project.

I take this opportunity to thank University of Mumbai for giving me chance to do this project.

I would like to thank my Principal, Dr D. V. Kulkarni for providing the necessary facilities
required for completion of this project.

I would also like to express my sincere gratitude towards my project guide Prof. Shripad
Bapat whose guidance and care made the project successful.

Lastly, I would like to thank each and every person who directly and indirectly helped me in
the completion of the project especially my Parents and Peers who supported me throughout
my project.

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 TABLE OF CONTENTS

Chapters Title Pg. No.

Chapter No. 1 Introduction 1.1 Introduction 1

1.2 FMCG sector 7
1.3 Background 12
1.4 Sales and marketing 16
department of
Patanjali
1.4.1 Role of marketing 18
department
1.4.2 Marketing 20
department function
1.5 About – Work area 35

Chapter No. 2 Research 2.1 Type of research 42

Methodology 2.1.1 Objectives 44
2.2 Data collection methods 45
2.3 Data collection 46
techniques
2.3.1 Sampling technique 47
2.4 Sampling frame 48
2.5 Data analysis techniques 49
2.6 Limitations 52

Chapter No. 3 Data analysis 3.1 Data analysis 53

and Interpretation
Chapter No. 4 Findings and 4.1 Conclusion 59
Recommendations 4.2 Recommendations 60
Bibliography 61
Survey Questions 62

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 LIST OF FIGURES

Fig. 1.1 – Personal Branding 2

Fig. 1.2 – Yoga 3
Fig. 1.3 – Patanjali Products 5
Fig. 1.4 – Revenue Graph 8
Fig. 1.5 – Patanjali’s Most Sold Products 11
Fig. 1.6– Sales and Profit of Patanjali 13
Fig. 1.7 – 4Ps of Marketing Mix of Patanjali 22
Fig. 1.8 – E-commerce 24
Fig. 1.9 – B2B of Patanjali 26
Fig. 1.10 – Competitors 27
Fig. 1.11 – Digital Marketing 28
Fig. 1.12 – Patanjali Paridhan 30
Fig. 1.13 – Patanjali Biscuits 31
Fig. 1.14 – SWOT Analysis 33
Fig. 1.15 – Distribution and supply chain 35
management of Patanjali
Fig. 1.16 – Patanjali Chikitsalaya in Wagle 36
Estate, Thane
Fig. 1.17 – Patanjali Chikitsalaya, O.P.D. 37
Fig. 2.1 – Data Collection Method 45
Fig. 2.2 – Random Sampling 47
Fig. 2.3 – Descriptive Research Methods 49
Fig. 2.4– Online Survey Tool 50
Fig. 2.5– Working of Online Survey Tools 51
Fig. 3.1– Gender 53
Fig. 3.2– Age 53
Fig. 3.3– Income Level 54
Fig. 3.4– Usage of Patanjali Products 54
Fig. 3.5– Future Usage of Patanjali Products 55

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Fig. 3.6– Monthly Spend on Patanjali 55
Products
Fig. 3.7– Exposure to Patanjali Products 56
Fig. 3.8– Usage of Patanjali Products 56
Fig. 3.9– Reasons of using Patanjali 57
Products
Fig. 3.10– Quantity of Purchasing Patanjali 57
Products
Fig. 3.11– Most used Patanjali Products 58

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 LIST OF TABLES

Product catalogue of Patanjali 10

Financial growth of Patanjali 15

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 ABSTRACT

Potential customers in this generation are becoming more concerned about their health and
determined to enhance their standard of living, as shown by their preference for products that
protect their health while offering complete satisfaction. A Customer will go through a
purchasing behaviour process in order to purchase a product. The research paper aims at finding
the factors influencing the Customer buying behaviour towards Patanjali products.
Customer behaviour is the process whereby individuals decide whether what, when, how and
from whom to purchase goods and services.
For Patanjali, behaviour of final consumers is most important. Consumer behaviour depends
upon satisfaction level from product to an individual. If the product provides maximum level
of satisfaction to consumers, then the behaviour and the attitude of the consumers becomes
positive towards it. Patanjali has a wide and almost every product in their FMCG section which
caters to an individual’s needs and the ayurvedic medicines which they provide caters to the
health issues of an individual.
If the consumer behaviour has a negative thinking towards any firm, then that firm thrives to
survives in the market. Negative customer behaviour towards a firm becomes harmful as that
unsatisfied customer will stop purchasing the products and can also suggest others not to buy
such products leading to bad reputation the firm. But if such situations occur customers should
file a complaint about that particular product to the customer care of the firm so that the firm
can take required action towards the betterment of the products leading to the conversion
unsatisfied customers to satisfied ones and hence, bringing in positive and optimistic customers
towards the firm.

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