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They are important because Indian customers rely on the satisfaction of their near and dear
ones before actually buying or using the product. The satisfactions of the people around us
affect our decision to buy or not to buy the product. Satisfactions 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 favourable 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

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 Author: Faculty & Research scholar (part-time)
Chandigarh University, Gharuan, Punjab. e-mail: 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. Patanjalis 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


Each company makes its own strategies for its products and brand. These strategies are made
keeping in to consideration all the internal (employees, stake holders, financial conditions)
and external (customers, competitors) factors. These strategies directly help the company to
increase the demand for its customer product which then helps increase the sales. These
strategies could be promotional strategies, pricing strategies distribution strategies etc.

Since nowadays, people are moving towards healthier lifestyle, thus trough this study I want
to know consumers satisfaction towards herbal products and strategies used by the company
to distribute its products on the basis of customers buying behaviour in Indore region.


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

To study the brand satisfaction of PATANJALI in minds of Consumers.

To know the attributes that a customer keeps in mind while buying PATANJALI
To study the satisfaction level of consumers after using PATANJALI Products.

Theresearch provided fruitful information about Patanjaliisproduct line users and brand
satisfaction they have about Patanjali.

In this research, we examined factorsresponsble forbrand loyaltyof the

product to brand image of the Patanjali.
The study focuses on only the consumer
The was chosen due to easy accessiblity and profound understanding of the market
Another reason is that we had thorough understanding of the background information
necessary to do the survey and could easily use networking to obtain the sample.




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

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 satisfication on brand awareness and position of product in the
market. It was observed that consumers 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 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, satisfications are more important than
reality because satisfications affectconsumers actual behaviour.
According to Kurtz and Boone, (2006) different people have different satisfications of
objects or events based on theinteractions of two types of factors that are stimulus factors and
individual factors.




This research is based on primary data collected through questionnaires from 100 users of
Patanjali Products within Punjab. The questionnaire design is built up to know the type of
products people use, the reason for their buying such product and their post buying
satisfaction level from that product. Secondary sources have been used to collect information
about Patanjali brands. Journals, articles, research reports and government documents were
reviewed to get the insight of the previous interventions that the stakeholders and policy
makers have already in place. Also websites of natural products manufacturing company and
online document were investigated to conduct this research.


Research is an art of scientific investigation.

Research is a process of systematic study.
Research is a search of knowledge.
Research is an area of investigation which includes collection, analysis and
Interpretation of data.

Research has to proceed systematically in the already planned direction with the help of a
number of steps in sequence.

To make the research systemized the researcher has to adopt certain methods. The method
adopted by the researcher for completing the project is called Research Methodology. A
Research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.
A Research is purely and simply the framework and plan for the study that guides the
collection and analysis of data. It is a blue print that is followed in completing a study.


Exploratory research design.

Descriptive research design.
Experimental research design.

Data refers to information or facts. It not only refers to numerical figures but also includes
descriptive facts.

The method of data collection includes two types of study, such as primary data and
secondary data.


It was collected directly from executives and customers. The information collected from
executives through personal and direct interview to collect primary data, a detail and
structured questionnaire was formed to suit the objectives of the study which contain definite
and predetermined questions, containing information relating to sales and service and its
products. Primary data is the data that is collected for the first time by the researcher. The
Primary data are collected with specific set of objective to assess the current status of any
variable studied. Primary data is useful only for particular period. Methods of Primary Data

The Main four methods used in primary data collection are:

In this study questionnaire method have been used QUESTIONNAIRE:
In this method, pre printed list of questions arranged in a sequence which is used by the
researcher for collecting data. The questionnaire is filled by the respondents. The
questionnaire is considered as the heart of the survey.


It was used mainly to support the primary data. Secondary data was collected through books,
annual reports, significant, literature from the organization and previous reports, magazines,
vouchers etc.


To make research various surveys are conducted they are as follows: The various data are
collected from primary and secondary source through the questionnaires; books, journals, old
reports and annual report were used.


A sample is a portion of the whole on which the study is based. Here a sample size of 100
respondents were chosen from different areas of and the questionnaires were duly filled data
relating to the objectives of the study is obtained by meeting customers, consumers, in area
like Hassan town.


A Sample design is a definite plan for obtaining a sample from a given population. It refers
to the technique or the procedure that the researcher would adopt in selecting items for the
sample. Sample design may as well lay down the number of items to be used.


Sampling is a procedure by which the respondents are selected. There are basically two types
of sampling methods are:

1. Probability sampling methods.

2. Non-Probability sampling methods. I

In this study area sampling method was adopted (Probability Sampling) the required number
of customers were not selected according to area sampling procedure but the required number
of sample

(Sample size)

100 were selected.




1. Name
2. Age
a) 20-30
b) 30-35
c) 35-40
d) Above 40
3. Gender
a) Male
b) Female

4. Marital status of the respondent

a) Married
b) Unmarried

5. Educational qualification of the respondent

b) HSC
c) Graduate
d) Post graduate

6. Experience of the respondent

a) 1-2 years
b) 2-3 years
c) 3-4 years
d) Above 5 years
7. Monthly income of the respondent
a) Below 20000
b) 20000-30000
c) 30000-40000
d) Above 40000

8. Do you know about Patanjai Product?

a) Yes
b) No

9. How do rate the Patanjai Projects?

a) Best in class
b) Good
c) Moderate
d) Not good

10.How do you rate the product efficiency of Patanjai?

(a) Best in class
(b) Good
(c) Immediate response
(d) Slow response

11.Why do you like Patanjai product literature?

(e) Easy to understand
(f) Highly Knowledgeable
(g) No side effect this product
(h) Tough to understand

12.Are you satisfied with the behaviour of the Patanjai people?

(i) Very much
(j) Yes
(k) Not good

13.What is the demand of Patanjai product?

(a) High selling
(b) Low selling
(c) Average selling`

14.What are the Patanjai products you deal mostly?

(a) Soap
(b) Tea
(c) Nudles
(d) Aata

15.Who is your closest competitor among these

(a) Dabur
(b) Baidyanath
(c) Zandu
(d) Himalaya

16. Which age group is effective customer with Patanjai Products?

(a) 0 20
(b) 21 40
(c) 41 60
(d) 61 and Above

17.Do you satisfied with the Patanjai products.

a) Yes
b) No
18. Do you agree Patanjali offers a large variety of products

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

19.Do you agree that Patanjali products are of high quality

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

20.Do you agree the prices of the Patanjali products are fair

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

21.Do you agree that the Patanjali products have appealing packaging

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

22.Do you agree that Patanjali products have natural ingredients

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

23.Do you agree that you are satisfied with the patanjaliproduct

a) Strongly agree
b) Agree
c) Netural
d) Disagree
e) Strongly disagree

24.Have you faced any problem while using the product

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

25. Do you agree that Patanjali products are chemical-free

a) Yes
b) no
26.Do you agree that Patanjali products have made a good brand image
a) Strongly agree
b) Agree
c) Neural
d) Disagree
e) Strongly disagree

27.please indicate the reason why you prefer patanjali product?

a) convenient
b) affordable
c) clean
d) others

28.What kind of products do you use?

a) Only men products

b) Any product (Unisex)

29.What image(s) do cosmetic users project to you?

a) Stylish
b) Confident
c) Groomed
d) Professional
e) Trendy
f) Cant Answer
30.Using grooming products makes you...

a) Feel better
b) Confident
c) Look better
d) Hygienic
e) Any other reason

31.Which products do you use? (you may choose more than one choice)

a) Moisturizing cream
b) Sun screen.
c) Shower
d) Shaving
e) Gel Anti

32.Since how long you have been using these products?

a) Less than 1 year

b) 1 3 years
c) above 3 years
d) Not prefer to answer

33.How much do you spend on such products monthly?

a) Below ` 500/
b) 501-1000/
c) 1001- 1500/

34.Promotional schemes affect the purchasing decision .

a) Strongly Agree
b) Agree
c) Neutral
d) Strongly Disagree
e) Disagree

35.The advice of Retailer and Wholesaler affects your buying decision at the last.

a) Strongly Agree
b) Agree
c) Neutral
d) Strongly Disagree
e) Disagree

36. Attractive Packaging motivates and enables customer to buy the product.

a) Strongly Agree
b) Agree
c) Neutral
d) Strongly Disagree
e) Disagree

37.In case any company launches different promotional schemes on their products. Which
factor will change your buying decision.

a. Money back offer

b. Prizes on bottle cap
c. Prizes on the specific number of bottle caps
d. Bumper Prize.

38.If a particular brand is not available with the retailer you will?

a. Drop the idea of buying products.

b. Go to another retail outlet
c. Try another (competitors) brand.
d. Ask the retailer to make the brand available in few days.

39.Visual advertisements on television are more effective then audio advertisements on


a) Strongly Agree
b) Agree
c) Neutral
d) Strongly Disagree
e) Disagree

40.Among different advertisement techniques, which of the following you like most?

a. Media & Print Media

b. Radio
c. Melas/fairs
d. Wall Painting
e. Billboards

41.Low priced products are preferred over high priced products?

a) Strongly Agree
b) Agree
c) Neutral
d) Strongly Disagree
e) Disagree

42.Do you buy small packets of FMCG products in comparison to bigger packets?

a) Strongly Agree
b) Agree
c) Neutral
d) Strongly Disagree
e) Disagree