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A MAJOR PROJECT REPORT

ON
A STUDY OF CONSUMER PERCEPTION ON THE PATANJALI
PRODUCTS
SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT
FOR THE AWARD OF THE DEGREE OF BACHELOR OF
BUSINESSS ADMINISTRATION 2015-18

Submitted by: Guided by:


Avinash Pandey Neetu Aggrawal
BBA 3rd Year (Asst. Proff.)

SANT HARI DASS COLLEGE OF HIGHER EDUCATION


(Affiliated to GGSIP University, Dwarka)

Bani Camp, Opposite Air Force Station, Najafgarh

1
CERTIFICATE

This is to certify that AVINASH PANDEY a student of BBA(G) of SANT HARI


DASS COLLEGE OF HIGHER EDUCATION has undertaken the Project under
my guideance for the Project Titled “” A STUDY OF CONSUMER PERCEPTION
ON THE PATANJALI PRODUCTS”. This Project Report is prepared in partial
fulfillment for the award of the degree of BACHELOR OF BUSINESS
ADMINISTRATION.

Mrs. Neetu Aggrawal


(Asst. Prof.)

2
ACKNOWLEDGEMENT

The satisfaction of the successful completion of any task wouldn’t be complete


without the expression of gratitude to the people who made it possible.

I am very thankful to Mrs. NEETU AGGRAWAL, Faculty, SANT HARI DASS


COLLEGE OF HIGHER EDUCATION, for the guidance and interest evinced
throughout the preparation of this project.

I also extend my gratitude to the respondents of my survey for their kind co -


operation.

AVINASH PANDEY
BBA 3rd Year

3
INDEX

CHAPTER NO. TOPIC PAGE NO.

CHAPTER 1  INTRODUCTION 1-9

 OBJECTIVES OF STUDY 10

 LITERATURE REVIEW 12-15

 RESEARCH METHODOLOGY 17-19

 LIMITATION OF STUDY 20

CHAPTER 2  ANALYSIS & INTERPRETATION OF DATA 22-34

 FINDINGS 35

CHAPTER 3  CONCLUSION 37

 RECOMMENDATION 38

 BIBLIOGRAPHY 40

 ANNEXURES 42-44

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Introduction

The project tittle “A STUDY OF CONSUMER PERCEPTION ON THE PATANJALI


PRODUCTS’’ provides a comprehensive analysis regarding the performance of the
company and its products in the market.

The objective of the proposed study is to identify the specific factors that affect consumer
perception towards Patanjali products. The methodological approach to this study is
descriptive, because we attempt to identify and explain variables that exist in a given
situation and to describe the relationship that exists between these variables in order to
provide a picture of a particular phenomenon, but not to ferret out cause-effect relationship.

The primary data was collected through questionnaire filling. The secondary data was
collected through the internet. India has a large chunk of population which is at lower
income level and at middle income level.

The project covers the aspects like Consumer perception on the Patanjali products and
Patanjali got success in such a competitive market in very short span of time.

The project covers the objective of the study that what is the main motive behind the study
on Patanjali Products.

Through the project you will get know that how Patanjali become a gaint FMCG within 5
years.

Patanjali is following the biggest SWADESHI MOVEMENT.

Patanjali’s vision and missions are discussed in the following project.

And you will get to know about the SWOT Analysis followed by Patanjali.

Project is also conclude with the conclusion and suggestion.

5
INTRODUCTION OF PATANJALI

6
The Company:
Patanjali Ayurved was formed in January, 2006 as a private limited company by yoga guru
Ramdev and his partner Sri Acharya Balkrishnaji. In June, 2007, it was converted to a
Public Ltd. Company. It is registered under the Companies Act, 1956 and has its registered
office in Bijwasan, New Delhi and three other offices in Haridwar. The company was
started with the vision of uplifting the life of Indian farmers by locally sourcing the raw
materials from them and making their lives better while at the same time provide an
opportunity to the Indian masses to move towards healthy lifestyle by promoting Ayurveda
and herbal products. Baba Ramdev started off as a yoga trainer who featured in televised
programs in Aastha and Sanskaar channels and made Indians realize that they have
forgotten Indian tradition and art forms- one of them being yoga. He got wide acceptance
and word of mouth publicity helped him reach to a wider audience. He projected Yoga as a
panacea to all the health problems. In its first year of operations, 2008, Patanjali generated a
revenue of over 60 crores.1 Almost 10 years later, the homegrown venture has grown to be
a 5000 crore company and is posing a threat to the well-established companies in the
FMCG domain.

Patanjali range of products


Patanjali has a wide range of products with the theme of Ayurvedic/herbal being common
across all categories. It has four business divisions: food and beverages, cosmetics and
health, health drinks and home care. The highest revenue grossing products are Patanjali
cow ghee, Dant Kanti, Kesh kanti, Patanjali Atta noodles and Patanjali Aloe Vera juice and
gel.

The customer base of Patanjali is very huge and with each passing day, it is growing bigger.
A major ramp-up came when Patanjali was relaunched by Baba Ramdev in 2014. After that
it has not looked back. The company is finding it difficult to cater to the demand of all the
customers. It has increased its distribution channels and expanded its reach multifold from
the point when it started. Production has also increased and it has now over 450 products in
its portfolio.

Organization structure:
The Board of Directors is formed of three founding people. Swami Acharya Balkrishnaji is
serving as the Managing Director of the company. Two other members Swami Muktanandji
and Sri Ajay Kumar Arya are also holding positions as the Directors of the company.
Swami Ramdev do not hold any position or stake in the company but does act as the
Ambassador for the entire Patanjali brand. The operations department is headed by
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Ramdev’s brother Ram Bharat. Everyone else from the finance, logistics and other teams
report to him He is the informal CEO but designations are not very formalized within
Patanjali. Patanjali has over 200,000 employees in total. They hire stre et-smart people and
do not look for MBA graduates only. This helps them to keep costs down while also
delivering unprecedented growth.

Revenues
Revenues
Year
(In Rs Crore)

2009-10 165
2010-11 317
2011-12 446
2012-13 850
2013-14 1200
2014-15 2006
2015-16 5008
2016- 17 10562

Production
Patanjali Food and Herbal Park at Haridwar is the main production facility operated by
Patanjali Ayurved. The company has a production capacity of ₹350 billion (US$5.4 billion)
and is in the process of expanding to a capacity of ₹600 billion (US$9.2 billion) through its
new production units at several places, including Noida, Nagpur, and Indore. The company
plans to establish further units in India and in Nepal.

In 2016, the Patanjali Food and Herbal Park was given a full-time security cover of 35
armed Central Industrial Security Force (CISF) commandos. The park will be the eighth
private institute in India to be guarded by CISF paramilitary forces. Baba Ramdev is
himself a "Z" category protection of central paramilitary forces

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Mission and Vision of Patanjali

VISION

Keeping Nationalism, Ayurved and Yog as our pillars, we are committed to create a
healthier society and country. To raise the pride and glory of the world, we are geared up to
serve people by bringing the blessings of nature into their lives. With sheer dedication,
scientific approach, astute planning and realism, we are poised to write a new success story
for the world.

MISSION

Making India an ideal place for the growth and development of Ayurveda and a
prototype for the rest of the world.

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SWOT ANALYSIS

S-STRENGTH

1. Patanjali has grown at a rapid pace within a short span of time.

2. Extensive marketing has pulled people into accepting its products as a healthier and
safer option.

3. Strong brand ambassador with Baba Ramdev as its face helped boost the business
for Patanjali.

4. Patanjali offers new products, new style of marketing etc has changed the market
dynamics.

5. More than 200,000+ employees with Patanjali.

6. Excellent word of mouth marketing has helped the brand grow.

W-WEAKNESS

1. Launched too many products in a short time.


2. Patanjali faced issue with advertising council of India.
3. Lower concentration on other top countries.

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O-OPPORTUNITIES

1. Patanjali can tap overseas market as Ayurveda is increasingly getting awareness.


2. Can enter more segments in personal hygiene, FMCG etc.
3. Can also diversify in apparels.

T-THREATS

1. Prominent FMCG players coming up with their own variants of ayurvedic products
2. Big players have their existing model which is sturdy, which can overcome new
competition from Patanjali

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PATANJALI KEY TO SUCCESS

Media attention:
Ramdev rose to national fame as a yoga guru through his programmes on TV channels -
Sanskar in 2001 and Aastha from 2003. He readily acknowledges the role of the media
in his rise. "Patanjali ko bananey mein ek se 10 per cent humara role hai, baaki role
media ka hai (My own role in the rise of Patanjali is just one to 10 per cent, the rest of
the credit goes to the media)," he told Business Today website.

Less Price:

Patanjali products are available at an attractive discount as compared to their


competition. The company sources products directle from farmers and cuts on
middleman to boost profits. Hence, they are able to reduce their raw material
procurement cost and are able to produce goods at a much cheaper rate.

Retail outlets:

Initially, Patanjali shunned the conventional distribution network, preferring to rely on its
own channels of super distributors, distributors, Chikitsalayas (franchise dispensaries) and
Arogya Kendras (health centres which sell Ayurvedic remedies). Once it turned to retail
outlets from 2011, revenue began to multiply manifold.

Variety of products:

Already, a few Patanjali products have made major inroads - apart from desi ghee, its
toothpaste Dant Kranti, for instance, launched in March 2010, brought in revenues of Rs
200 crore in 2014/15. Patanjali has also ventured out to produce many other new items that
were mostly produced by foreign companies in recent months. Patanjali also sells
toothpastes, unpolished pulses and detergents.

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Swadeshi factor:

Patanjali is happy to co-exist with indigenous companies, multinational ones are a different
matter. "Humara ek simple funda hai: MNCs ko replace karna (We have a simple principle:
we want to replace MNCs)," said Ramdev.

"We don't want to put anyone down, but we would like to instil swadeshi pride so that
Indian money does not go out of the country." He is aware that the competition is gunning
for him.

Advertising:

Patanjali's own advertising was limited in the past, but has increased considerably of late,
with ads appearing on general entertainment TV channels (GECs) such as Star and Zee. The
company has also reached out to regional Southern channels.

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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.
 To study, whether Patanjali products are geniune or not.

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Literature Review

15
Review of Literature

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 perception 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

16
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.

Benefit Perception
"It's good, and it's good for you." Many consumers are familiar with this phrase frequently
associated with food advertising. Researchers from Marquette University, Louisiana State
University and the University of Arkansas surveyed customers to determine how nutrition
claims associated with food affected their perception of that food's nutritional value. The
researchers found that consumers tend to reject general, unsupported claims of enhanced
nutrition, especially concerning high nutritional value for foods that are traditionally viewed
as unhealthy. The researchers also theorized that consumers would demonstrate a trend
toward applying more scrutiny to nutrition claims and would demand more specific
information about the foods they purchase.

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.

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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. 18
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.

[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
18
19 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, perceptions are more important than
reality because perceptions affect consumers actual behaviour.

‟ According to Kurtz and Boone, (2006) different people have different perceptions of
objects or events based on theinteractions of two types of factors that are stimulus factors
and individual factors.

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RESEARCH
METHODOLOGY

20
RESEARCH METHODOLOGY
Research design
A research design is the set of methods and procedures used in collecting and analysing
measures of the variables specified in the research problem. The design of a study defines
the study type (descriptive, correlation, semi- experimental, experimental, review, meta-
analytic) and sub-type (e.g., descriptive-longitudinal case study, research problem,
Hypothesis independent and dependent variables, Design of experimental design, and, if
applicable, data collection methods and a statistical analysis plan. Research design is the
framework that has been created to find answers to research questions

SOURCES OF DATA:

The task of data collection begins after a research problem has been defined and
research plan chalked out. While deciding about the method of data collection to be used
for the study, first of all the sources of data must be very clear.

There are basically two sources of data.

 Primary Data Source:


The primary data are those, which are collected afresh for the first time for the problem
solution, and thus happen to be original in character. It may be obtained from individual,
families and representative.

 Secondary Data Source:


The secondary data are those which have already been collected by someone else and
which have to decide which have already been passed through the statistical process.
Externally, these sources may include books or periodicals reports, data services and
computer data banks.

In the context of the project study, the source of data used by me for this project is
primary type of sources. The primary data source is the respondents who have filled the
questionnaire.

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SAMPLING PLAN:

 Sampling Unit:

The sampling Unit is the entity to which we have to follow during the whole research
study.In the context of the project study, the sampling unit primarily consists of Individuals.

 Sampling Size:

It plays an important role in the research. Samples are representative of the whole
population. This refers to the no. of items to be selected from the universe to constitute a
sample.

In the context of the project study, 100 respondents are chosen keeping in view the
above constrains. Attempts have being made to see that samples are chosen from different
strata.

1. Sampling Methods:

There are various methods of sampling in the context of my project study I have selected
Non-probability Sampling Method. And under that, I have taken Convenience Sampling.
Under this I prepared a simple questionnaire to collect the information.

2. Data Collection Method:

Data collection is done basically in three ways: Observation Method, Survey Method
and Questionnaire. And in the context of my project study, I have selected questionnaire
method for collecting the data.

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3. Data Analysis & Interpretation:

Data analysis is based on the data collected by the questionnaire. From the collected
data findings are extracted. The data is tabulated and frequency distribution chart is
prepared.

 Data Analysis By Charts:

Charts make easy to understand. Therefore I have use pie chart to present the data.

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LIMITATION OF THE STUDY

 Every attempt will be taken to obtain error free and meaning full result but as
nothing in this world is 100% perfect.

 I believe that there will be still the chance for error on account of following
limitation:-

 Limited number of respondents.


 Time limitation for compelling the project.
 The data obtain in some cases may be based.
 Difficulty in communicating within the city while conducting the survey.

 The information obtained from the consumer based on questionnaire was assumed to
be factual.

 Since the survey is basrd on sampling method, it does not disclose the charter of
entire customer.

 Product unavailability for the consumer in the market is one of the biggest limitation
for Patanjali Products.

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RESEARCH ANALYSIS
AND INTERPRETATION

25
RESEARCH ANALYSIS AND INTERPRETATION

1) Different age group of respondent:

15-20 20-25 25-35 Above 35

50% 30% 10% 10%

10%

10%

50%

30%

 The majority of the respondents were from the age group of 15-25 followed
by age group of 35 and above.

26
2) Have you used any product of Patanjali brand ?

yes N0
90% 10%

10%

90%

 Over 94% of the people have used Patanjali Products

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3) Do you agree Patanjali offers a large variety of products?

Strongly agree Agree neutral Disagree Strongly


Disagree
25% 52% 6% 8% 9%

9%

25%
52%

6%
8%

 77% people strongly agree that patanjali offers large variety of product while

17% people think that patanjali has not offers large variety of product. 

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4) Do you agree that Patanjali products are of high quality?

Strongly agree Agree Neutral Disagree Strongly


Disagree
29% 57% 2% 8% 4%

4%
29%

57%
2%
8%

 86% people believe that patanjali offers good quality of product but 14%
customers are not satisfy with the quality of product. 

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5) Do you agree the prices of the Patanjali products are fair?

Strongly agree Agree Neutral Disagree Strongly


Disagree
44% 31% 5% 10% 10%

10%

31%

44%
10%
5%

 75% customer thinks that the price of patanjali products are fair but 25%
customer thinks that the price of the product are not fair. 

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6) Do you agree that the Patanjali products have appealing packaging?

Strongly agree agree neutral Disagree Strongly


Disagree
29% 42% 4% 17% 8%

8%
29% 42%

4%
17%

 71% customer believes that patanjali product is good packaging while 29%
customers is not satisfied with the packaging. 

31
7) Do you agree that Patanjali products have natural ingredients?

Strongly agree Agree Neutral Disagree Strongly


Disagree
29% 71% 0 0 0

29%

71%

 71% customer agree that patanjali products have natural ingredients and
29% customer fully agreed that patanjali have natural ingredients. 

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8) Do you agree that you are satisfied with the patanjali product?

Srongly agree Agree neutral Disagree Strongly


Disagree
22% 45% 0 19% 14%

15%

22% 45%

19%

 67% customers are satisfy with patanjali product while 33% customer are
not satisfy with patanjali product. 

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9) Have you faced any problem while using the product?

yes N0
22% 78%

no; 78%

yes; 22%

 78% customer are happy and they do not face any problem while 22%
customer are facing problem with patanjali product. 

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10) Do you agree that Patanjali products are chemical-free?

Strongly agree Agree Neutral Disagree Strongly


Disagee
18% 49% 10% 5% 18%

18%

49%
18%

10%
5%

 67% customer believe that patanjali is a chemical free product while 33%
people thinks tha patanjali is not chemical free product. 

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11) Do you agree that Patanjali products have made a good brand image?

Strongly agree agree neutral Disagree Strongly


Disagree
84% 11% 0 3% 3%

2% 11%

3%

84%

 95% people thinks that patanjali product have made a good brand image
while few peoples are not agree with that. 

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12) Please indicate the reason why you prefer patanjali product?

Convenient Affordable Clean Other

40% 30% 20% 10%

10%

20% 40%

30%

40% People thinks that Patanjali Product are convinent and 30% people thinks that
Patanjali product are affordable.

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13) How do you come to know about the product?

EDUCATION %
Advertisement 50
Recomandation 30
Self Exploration 20

60

50

40

30

20

10

0
Advertisement Recomandation Self Exploration

50% of the people came to know about Patanjali through advertisements 30% on
recommendations whereas 20% on Self Exploration.

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FINDINGS

The data collected through 100 questionnaires is analyzed. Out of 100 users, dominant
portion i.e. nearly 2/3 rd of the users age between 15-25 years. Looking at the gender
distribution, 70% of the users taken under study are females who can perceive to be more
interested in buying herbal cosmetics. In Occupation frequency, nearly half of the users are
students who are pursuing studies followed by35% of service class users.

 Over 94% of the people have used Patanjali Products

 77% people strongly agree that patanjali offers large variety of product while 17%

people think that patanjali has not offers large variety of product.

 86% people believe that patanjali offers good quality of product but 14% customers
are not satisfy with the quality of product.
 75% customer thinks that the price of patanjali products are fair but 25% customer
thinks that the price of the product are not fair.

 71% customer believes that patanjali product is good packaging while 29%
customers is not satisfied with the packaging.
 71% customer agree that patanjali products have natural ingredients and 29%
customer fully agreed that patanjali have natural ingredients.
 67% customers are satisfy with patanjali product while 33% customer are not satisfy
with patanjali product.

 50% of the people came to know about Patanjali through advertisements 30% on
recommendations whereas 20% on Self Exploration.

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RECOMANDATION
And
CONCLUSION

40
CONCLUSION

Patanjali has given a headache to many marketers with its unconventional ways of
marketing. 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 fulfil the claims made by the company before any other brand may
mushroom up and take away the benefits of marketing through spirituality. A point to note
is that many people are buying Patanjali products due to the hedonic value attached to the
products. Hence, Patanjali (unlike its competitors) is attracting brand-loyal customers and
not price-sensitive customers.

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RECOMMENDATION
 To make a successful product, Patanjali’s marketing strategy should attract
long term consumers.
 Most of the Patanjali consumer are facing problem like ; products are not
available in the market regularly.
 They can increase their distribution channels.

 They have to focus back on product efficacy. Rising above the noise of
advertising.
 They can increase their outlet and stores.

 So Patanjali Ayurveda should increase their productivity and make sure that
there will be shortage of products in the market.

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BIBLIOGRAPHY

43
BIBLIOGRAPHY
 https://www.patanjaliayurved.net/
 https://en.wikipedia.org/wiki/Patanjali_Ayurved
 https://www.slideshare.net/trishalagautam/patanjali -research
 http://www.news.kenresearch.com/post/147442303438/company-profile-of-
patanjali-ayurved-limited-new
 http://www.patanjaliresearchfoundation.com/cgi -sys/suspendedpage.cgi
 https://www.researchgate.net/publication/305995560_The_Phenomenal_Su
ccess_of_Patanjali_in_FMCG_Sector-An_Analytical_Study

BOOKS
 Majumdar Ramanuj, (2009) Consumer Behaviour: Insights from Indian
Market, IV Edition, New Delhi, PHI Learning Pvt. ltd.
 Nargundkar Rajendra, (2017) Marketing Research: Text and Cases 3 rd Edition,
New Delhi, McGraw Hill Education.

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QUESTIONNAIRE

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QUESTIONNAIRE

1) Name

........................................

2) Age

(a) 15-20 ( ) (b) 20-25 ( )

(c) 25-35 ( ) (d) above 35 ( )

3) Gender

(a) Male ( ) (b) Female ( )

4) Qualification

(a) upto HSC ( ) (b) Graduation ( )

(c) Post Graduation ( ) (d) illetrate ( )

5) Material Status

(a) Married ( ) (b) Unmarried ( )

6) Are you aware of Patanjali Products ?

(a) Yes ( ) (b) No ( )

7) Have you used any product of Patanjali brand ?

(a) Yes ( ) (b) No ( )

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8) Do you agree Patanjali offers a large variety of products?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

9) Do you agree that Patanjali products are of high quality?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

10) Do you agree the prices of the Patanjali products are fair?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

11) Do you agree that the Patanjali products have appealing packaging?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

12) Do you agree that Patanjali products have natural ingredients?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

13) Do you agree that you are satisfied with the patanjali product?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

15) Have you faced any problem while using the product?

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(a) Yes ( ) (b) No ( )

16) Do you agree that Patanjali products are chemical-free?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

17) Do you agree that Patanjali products have made a good brand image?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

18) Please indicate the reason why you prefer patanjali product?

(a) Convinent ( ) (b) Affordable ( )

(c) Clean ( ) (d) Others ( )

19) How do you come to know about the product?

(a) Advertisement ( ) (b) Recommandation ( )

(c) Self Exploration ( )

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