Vous êtes sur la page 1sur 21

Patanjali Dant Kanti

CONSUMER BEHAVIOR STUDY


Introduction – Dant Kanti Patanjali Ayurveda
Patanjali was started in 2006 by Baba Ramdev & Acharya Bala Krishna
Fastest growing FMCG company with revenue of 10,561 cr. (FY 2016-17)
Products – Food & Beverages, Personal Care, Ayurvedic Medicines, Yoga CDs/DVDs,
Books & Publications
Dant Kanti the 2nd largest revenue generator for Patanjali and holds 1/10th of total
revenue
 Holds 8.7 % market share of Oral Care market
Growth (DK) , YOY, COMPETITORS
Purchase Decision
 Dissatisfaction with current products
Physical attributes of the alternatives
Chemical Composition of the alternatives
Social Factors
Brand Image
Convenience

 Not made by self – family



Consumer Behavior Decision Process
Consumer Psychology

• Motivation
• Perception
Stimuli
• Learning Buying Decision Process Purchase Decision
• Memory

•Products and
•Problem •Product choice
services
recognition
•Price Consumer •Brand choice
•Information search
•Distribution Characteristics •Dealer choice
•Evaluation of
•Communication alternatives •Purchase
•Economic amount
•Purchase Decision
•Technological •Cultural •Purchase timing
•Post-purchase
•Political & •Social •Payment Method
behavior
Cultural •Personal
Consumer Behavior Decision Process
Consumer Psychology

• Motivation
• Perception
Stimuli
• Learning Buying Decision Process Purchase Decision
• Memory

•Products and
•Problem •Product choice
services
recognition
•Price Consumer •Brand choice
•Information search
•Distribution Characteristics •Dealer choice
•Evaluation of
•Communication alternatives •Purchase
•Economic amount
•Purchase Decision
•Technological •Cultural •Purchase timing
•Post-purchase
•Political & •Social •Payment Method
behavior
Cultural •Personal
Stimuli
Brand image
Market Stimuli
Product : Ayurveda, Chemical free, Ayurvedic product

Medical reasons 24%


15%
Medical reasons
Price : Affordable
Place : Easily available 5% Price
Promotion : Advertising 10% 36%
10% Product attributes
Other Stimuli
Family/Friends/Peers
Recommended by
Brand Image Family/Friends/ Peers
Consumer Behavior Decision Process
Consumer Psychology

• Motivation
• Perception
Stimuli
• Learning Buying Decision Process Purchase Decision
• Memory

•Products and
•Problem •Product choice
services
recognition
•Price Consumer •Brand choice
•Information search
•Distribution Characteristics •Dealer choice
•Evaluation of
•Communication alternatives •Purchase
•Economic amount
•Purchase Decision
•Technological •Cultural •Purchase timing
•Post-purchase
•Political & •Social •Payment Method
behavior
Cultural •Personal
Consumer Blackbox
Brand image
 Personal
 Age – Preferred by older generation Ayurvedic product
 Occupation -
15%
 Economic Situation 24%
Medical reasons
 Lifestyle
 Personality 5% Price
10% 36%
 Psychological
 Motivation 10% Product attributes

 Perception
 Learning Recommended by
Family/Friends/ Peers
 Beliefs
Consumer Characteristics
 Cultural
 Culture
 Sub-culture
 Social class
 Social
 Family
 Groups
 Opinion leaders
 Roles and status
Farm Model
Competitive pricing Swadeshi/Indian
6% 18%

Herbal
15%

Chemical Free
4%

Ayurvedic
15%
Baba Ramdev
42%
Consumer Behavior Decision Process
Consumer Psychology

• Motivation
• Perception
Stimuli
• Learning Buying Decision Process Purchase Decision
• Memory

•Products and
•Problem •Product choice
services
recognition
•Price Consumer •Brand choice
•Information search
•Distribution Characteristics •Dealer choice
•Evaluation of
•Communication alternatives •Purchase
•Economic amount
•Purchase Decision
•Technological •Cultural •Purchase timing
•Post-purchase
•Political & •Social •Payment Method
behavior
Cultural •Personal
Buying Decision Process
Problem
Basic need to buy a toothpaste for daily use
Recognition

Information Personal – Family/Peers/Friends recommendations


Search Commercial – Advertising, Web-sites, In-store ads

Evaluation of
Evaluation based on medicinal benefits, taste, ayurvedic, packaging etc.
alternatives

Purchase
Based on Family/peer recommendation, ayurvedic product preference, brand image, price and availability
decision

Post-purchase Satisfied with chemical free herbal qualities, nationalistic brand image and easy availability
behavior Dissatisfied with taste & after taste, flavor, froth and viscosity
Successive sets in Consumer Decision Making

TOTAL SET
Colgate, Close-up, Oral B, Sensodyne, Pepsodent,
Meswak, Dant Kanti, Himalaya, Dabur, Ultra
Brite, Ipana Elmex, Darlie, Glister, Ayush
AWARNESS SET
Colgate, Close-up, Oral B, Sensodyne,
Pepsodent, Meswak, Dant Kanti,
Himalaya, Dabur, Glister, Ayush CONSIDERATION SET
Colgate, Close-up, Oral B, Sensodyne,
Pepsodent, Meswak, Dant Kanti, Himalaya,
Dabur, Glister, Ayush

CHOICE SET
Colgate, Close-up, Oral B,
Sensodyne, Pepsodent, Meswak

Dant Kanti
Buying Motives
Why did the need to buy dantkanti arise?
◦ Medical Reasons
◦ Ayurveda
◦ Chemical free products
◦ Brand Image
◦ Factors which did not play a major role
◦ Price
Information Search
How did a customer come across the product?
◦ Personal – Recommendation by family/friends/peers
◦ Commercial – Advertising
◦ Public – Social Media, Mass Media
◦ Experiential – Product Review
Conducted a survey for 75 people

3%

44%

53%

Advertising Medium Family/Peers Doctor's recommendation


Evaluation of alternatives
Post purchase Behavior
Purchase Decision
Appendix
Stimuli Recommended by
# Responses Brand image (e.g.
Nationalism, Baba
Ramdev, etc.)
15%
Family/Friends/ Peers
24%

Market Stimuli
Product : Ayurveda, Chemical free,
Medical reasons
Product attributes
Price : Affordable 5%

Place : Easily available Price Ayurvedic product


36%
Promotion : Advertising 10%

Other Stimuli Medical reasons


10%

Family/Friends/Peers
Brand image (e.g. Nationalism, Baba Ramdev, etc.)
Brand Image Ayurvedic product
Medical reasons
Price
Product attributes
Recommended by Family/Friends/ Peers