Synopsis

On

Customer Perception towards

Patanjali Brand: Causes and
Consequences

Submitted By
Bhupinder Kaur
MBA - 2ND (Marketing)
Roll no. 2804
1.Introduction

Patanjali Ayurved started in 2007 and has benefited from close association with well-known
yoga guru Baba Ramdev. The company is different from a typical business and the stated
philosophy is to plough back profits into the company or to be used for social causes. The idea is
to be present in as many categories as possible in order to give consumers more choices, and
profits are to be reinvested in innovation and capacity expansion so pricing can be made more
competitive. The firm, in fact, has priced its product at a significant discount to others in a
number of categories, which is helping drive sales. Patanjali is also said to be benefiting from a
shift in consumer preferences towards herbal and ayurvedic products which are considered to be
closer to nature. It has also positioned itself as a swadeshi brand, which has an appeal among a
category of consumers.
It is involved in manufacturing as well as distribution of products ranging from food, beverages
to cosmetics and fabric care. Since its inception in 2006 the company has made rapid advances in
expanding its reach across many segments and currently operates a plethora of brands. Its many
products include.
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”
2. Review of Literature

Miss Rupali Khanna(2015) 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.

Rahul R, Raju Satheesh G(2016) The study has reveled that the people between the age group
of 15-45 are the major consumers of patanjali products. It was observed that between age group
0f 15-25 years are preferring cosmetics. The rest of the age groups prefer food related products.
Hence the mileage can be taken to drive the market as people are becoming more health
conscious by introducing healthy food products. It was observed in the study that noodles were
not repeatedly purchased from patanjali. Respondents were showing less interest towards
detergents but were interested towards tooth paste. Price has become a significant factor along
with ayurvedic and herbal. However patanjali is entering into much business it is suggested that
it focus on more cosmetic, health and food related products.

Sah Rahul, Pandey Pranshoe (2016) it conclude that FMCG goods industry is fourth largest
sector of Indian economy with an estimated market size of around $ 49billion or 2.5% of india’s
GDP. The position of Patanjali Ayurved is then investigated with special focus on product range,
market share, revenue trends, marketing strategies, distributor network, export analysis etc. it
further highlights areas where the company needs to work on to sustain its growth and develop
into a major force in the Indian FMCG space.
Hussais Munir et al (2012) presented the impact of innovation on customer’s satisfaction. It
also described the number of factors which may consider facilitating customers in Pakistan. The
aims and objectives of this research are to determine the impact of innovation on customer
satisfaction, new features of product, customer retention, the factors affecting the innovation, and
comparison of existing old and new product in terms of innovation. This quantitative research
was conducted through the responses collected by Pakistani buyers with the help of close ended
questionnaire developed on Likert and dichotomous scale.

Kundi J. et al (2008) stated that consumer behavior refers to the mental and emotional process
and the observable behavior of consumers during searching, purchasing and post consumption of
a product or services. Consumer behavior blends the elements from psychology, sociology, socio
psychology, anthropology and economics.

Prashant Mishra et al. (1996) defined as in the incremental cash flow which accure to branded
products over unbranded products. Customer perceived that the knowledge received from WOM
sources was reliable and advantages in creating the acquisition choices the key influencing
factors in creating a buying deal call were quality and value and convenience of the product.

Sproles & kendall (1986) established a model to conceptualize consumers decision making
behavior with eight consumer mental orientation variables viz., perfectionism consciousness,
brand consciousness, novelty and fashion conciseness, impulsive and careless consumer,
confused by over choice consumer, habitual and brand loyal consumer, recreational and hedonic
shopping conciseness, price and value conciseness.
3. Scope of the study

The scope of this study is that it shows the perception of customers about patanjali products and
various attributes of patajanli products that influence the customer. This study will have to
undertaken from the point of view of Consumers . An attempt is made will be to analyze the
brand preference of fast moving consumer goods like Patanjali honey, Patanjali sev murabba,
patanjali nimbu sarbat, patanjali body lotion.

4. Objectives of the study

1.To indentify factor influencing customer to purchase Patanjali products.

2. To find Relationship between factors influencing purchase of Patanjali brand and customer
demographics.

5. Research methodology

Research Design – Descriptive Research Design

Sources of Data – Primary Data and secondary data. Primary Data will be collected by using
questionnaire. Secondary data is taken from Research papers, Journals and other sources like
websites.

Research Instrument – Questionnaire (Closed Ended)

Sampling Method – Convenience Sampling

Sample Size - 150

Sampling Unit – Customers of Patanjali

Sampling Area – Sangrur and Barnala District.

Data Analysis Tools - The data collected through survey will be analyzed with help of
Statistical tool like simple percentages, bar graphs and other Statistical tools.
6. Bibliography

1. http://www.iupindia.in/908/IJBrM_Rural_Consumer_Behavior_22.html
2. https://journalofbusiness.org/index.php/GJMBR/article/download/1878/1780
3. http://patanjaliayurveda.com/en/about-us
4. https://en.wikipedia.org/wiki/Patanjali_Ayurved
5. projects-seminars.net/s/literature-review-of-patanjali-products
6. Patanjali Ayurved, waiting in the wings, Edelweiss Research
7. stellarix.com/fusce/a-report-on-patanjali-ayurveda/
8. www.advancedjournal.com/download/146/1-8-17
9. www.ijetmas.com/admin/resources/project/paper/f201607121468379384.pdf
10. www.managejournal.com/download/230/2-9-62
11. www.indusedu.org/pdfs/IJRESS/IJRESS_711_60974.pdf