Patanjali

INTRODUCTION
A Study On Customer Satisfaction Towards Patanjali Skin & Haircare Products With Reference To Gondia City
INTRODUCTION
Customer satisfaction is a marketing term that measures how products or services
supplied by a company meet or surpass a customers expectation. Customer
satisfaction is important because it provides marketers and business owners with a
metric that they can use to manage and improve their businesses. It is the best
indicator of how likely a customer will make a purchase in the future.
In a competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key
element of business strategy. For any company, customer satisfaction ratings can
have powerful effects. They focus employees on the importance of fulfilling
customers expectations. It increases customer lifetime value.
Patanjali Ayurveda Limited is an Indian FMCG company. Manufacturing units and

headquarters are located in the industrial area of Haridwar while the registered
office is located at Delhi. The company manufactures mineral and herbal products.
It has also manufacturing units in Nepal under the trademark Nepal Gramudhyog
and imports majority of herbs in India. It is valued at Rs.3,000 crore and some
predicts revenues of Rs.5,000 crores for the fiscal 2015-16.
A Study On Customer Satisfaction Towards Patanjali Skin & Haircare Products With Reference To Gondia City 2
Ramdev baba has stated in his interview with CNN News18 that profit from
Patanjali Products goes to charity.Baba Ramdev established the Patanjali Ayurveda
Limited in 2006 along with Acharya Balkrishna with the objective of establishing
science of Ayurveda in accordance and coordinating with the latest technology and
ancient wisdom.
Patanjali Food and Herbal Park was given a full-time security cover of 35-armed
Central Industrial Security Force commandos. The park will be the eighth private
institute in India to be guarded by CISF paramilitary forces. Baba Ramdev is
himself a 2 category protectee of central paramilitary forces.
Patanjali Ayurved sells through nearly 4,700 retail outlets as of May 2016.
Patanjali also sells its products online and is planning to open outlets at railway
stations and airports. Patanjali Ayurved has tied up with Pittie Group and Kishore
Biyanis Future Group, all the consumer products of Patanjali will be available for
the direct sale in Future Group outlets. Patanjali Ayurveda products are also
available in modern trade stores including Reliance retail, hyper city and Star
Bazaar apart from online channels. Yog guru Ramdev baba is targeting Rs.10,000
crore revenue in 2016-17, after sales grew 150 percent in the previous financial
year to Rs.5,000 crore.
COMPANY
PROFILE
COMPANY PROFILE
Patanjali Ayurveda Kendra Pvt Ltd was officially inaugurated by Param Pujya Yog
Rishi Swami Ramdevji Maharaj & Ayurveda Shiromani Rishikalpa Acharya Shree
Balkrishnaji Maharaj on 27 september 2006 and started its operation as an
Patanjali Ayurveda Kendra Pvt Ltd. At swoyambhu, Kathmandu, Nepal with the
ultimate aim of providing holistic, natural and effective Ayurveda treatment.
Patanjali is a sole distributor of ayurvedic product of Divya Pharmacy, Divya Yog

Sadhana, Divya Prakashan & Patanjali Ayurveda Ltd., Haridwar, India. Patanjali
Ayurved produces products in the categories of personal care and food.
The company manufactures 444 products including 45 types of cosmetic products

and 30 types of food products manufactured by Patanjali are made from Ayurveda
and natural components. Patanjali has also launched beauty and baby products.
Patanjali Aurvedic manufacturing division has over 300 medicines for treating a
range of ailments and body conditions, from common cold to chronic paralysis.
Patanjali launched instant noodles on 15 november 2015. In 2016, patanjali has

announced to enter the textile manufacturing centre. The company is reported to
manufacture not only traditional clothes such as Kurtas payjamas but also popular
western clothes such as jeans.
On November 5th 2016, Patanjali announced that it will set up a new manufacturing
plant Patanjali Herbal and Mega Food Park in Balipara, Assam by investing
Rs.1,200 crore with the manufacturing capacity of 10,000,00 tonnes of goods per
year. The new plant will be the largest facility of Patanjali in India and will be
operated by March, 2017. Patanjali already has around 50 manufacturing units
across India.
Yog guru Baba Ramdev launched a range of skincare and haircare products few
year ago. Following is a list of some of the products:
SKINCARE PRODUCTS
1)
2)
3)
4)
5)
6)
7)
Patanjali Tejas Beauty Cream

Patanjali Saundarya Facewash
Patanjali Crack Heel Cream
Patanjali Ojus Mint Tulsi Body Cleanser
Patanjali Rosewater
Patanjali Divya Kanti Lep
Patanjali Tejas Anti-Wrinkle Cream
HAIRCARE PRODUCTS
1)
2)
3)
4)
5)
Patanjali Divya Kesh Tel

Patanjali Kesh Kanti Hair Cleanser
Patanjali Kesh Kanti Milk Protein Hair Cleanser
Patanjali Kesh Kanti Aloevera Shampoo
Patanjali Almond Hair Oil
PATANJALI TEJAS BEAUTY CREAM

This cream is thick and is suitable for super dry skin. It moisturizes well and does
not cause breakouts. This cream contains aloe vera, sandal, holy basil and turmeric,
all these ingredients are very good for skin.
PATANJALI SAUNDARYA FACE WASH

There is no SLS or Paraben in this product. It does clean all the dirt and oil from
face in a single wash. It makes face squeaky-clean and does not leave behind a
film. After washing you can see a beautiful glow on your face.
PATANJALI CRACK HEEL CREAM

It rightly moisturized. It doesnt make feet feel greasy like most of the foot cream
do and it gets absorbed easily into skin. Makes feet smooth and helps keep hand
moisturized too. It helps in repairing cracked heels.
PATANJALI OJUS MINT TULSI BODY CLEANSER

This is mild soap and can be used daily. It rejuvenates skin and removes roughness.
The fragrance is strong. A bar lasts for 15-20 days if used daily. The skin remains
free of dryness with the regular usage of this soap.
PATANJALI ROSEWATER
It is very light and does not irritate skin. It has mild rose fragrance. It freshens up
skin and removes dirt. The rosewater can also be used as eye-drops and can be
added to face packs for glow.
PATANJALI DIVYA KANTI LEP

It removes acne quickly and also reduces blemishes. It has camphor fragrance. It
evens out skin tone and does not make it oily or dry. It can also help in treating
minor skin disorders.
PATANJALI TEJAS ANTI WRINKLE CREAM

It suits all the skin types especially combination to oily skin. It helps in tightens
skin and helps in fading acne scars. It does not break out the skin. It is not very
heavy and gets absorbed easily without causing greasiness.
PATANJALI DIVYA KESH TEL

This is for those who can do anything to protect their hair. The oil is of flowing
consistency and has a dark brown colour. It has a very strong and putrid smell. It
certainly checks hair-fall.
PATANJALI KESH KANTI HAIR CLEANSER

After using this product need of a conditioner reduces down because it makes hair
feel quiet smooth and soft. It claims to prevent hair fall. It thoroughly cleanses hair
in a single wash.
PATANJALI KESH KANTI MILK PROTEIN HAIR CLEANSER

It cleanses hair thoroughly and does not leave any dirt behind. It is milder as
compare to other commercial shampoos, so it can be used 3-4 times a week. It has
a pleasant flowery fragrance. It does not cause any irritation of scalp or dryness of
hair.
PATANJALI KESH KANTI ALOEVERA SHAMPOO

Aloevera has magical healing and nurturing properties for hair. Aloevera improves
hair thickness and also controls the hairfall, hair loss. It will not dry the hair nor
make them greasy.
PATANJALI ALMOND HAIR OIL

Almonds can be wonderful for hair that is brittle, dry and for people suffering from
hair fall. Since almonds are rich in the natural vitamin E, you will get immense
moisturization and nourishment. This will reduce itchiness of the scalp and also
helps in the reduction of hairfall.
OBJECTIVES
OBJECTIVES
1) To study factors which influence customer more.
2) To study the impact of the Patanjali products among consumer.
3) To study taste and preferences of consumers.
4) To study the needs of target customers in Gondia city.
5) To find out the level of satisfaction.

6) To find out the most prominent area of dissatisfaction.
7) To make companys internal suppliers aware about the dissatisfaction part
of their customers.
HYPOTHESI
S
HYPOTHESIS
1) Customers are highly satisfied towards Patanjali products.
2) Price factors will have influence on consumer.
3) The impact of Patanjali products on consumer in Gondia region is highly
positive.
4) Patanjali will cover huge market share.
5) Customers have a faith on Patanjali products.
SCOPE
SCOPE
1) The scope of study is limited to Gondia.
2) Time and money constraint are there.
RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY
Research refers to a search for knowledge. One can also define research as a
scientific and systematic search for information on a specific topic. The purpose of
research is to discover answer to questions through the application of scientific
procedures. The main aim of research is to find out the truth which is hidden and
which has not been discovered as yet.
Research methodology is a way to systematically solve the research problem. It
may be understood as a science of studying how research is done scientifically. It is
necessary for the researchers to know not only the research methods/techniques but
also the methodology. The methodology that was adopted for the study includes
both primary source of data as well as secondary source of data. The methodology
of the study can be explained as follows:
A) SOURCES OF DATA
Data collection is one of the important stage in conducting a research. Generally
we collect data from two sources, primary and secondary sources.
PRIMARY DATA
Primary data are also known as raw data and are collected for the first time. There
are several methods of collecting primary data, but in this research work primary
data are collected using questionnaire.
Primary data is collected through:
Personal interview
Observation
Questionnaire
SECONDARY DATA
Secondary data means data that are already available i.e. they refers to the data
which have been already been collected and analysed by someone else. When the
researchers utilizes secondary data, then he has to look into various sources from
where he can obtain them. Secondary data may either be published data or
unpublished data. In this research work, secondary data collected through:
Internet
Books
Websites
Journals
SAMPLING
Sampling is a process used in statistical analysis in which a predetermined number
of observations are taken from a larger population. Sampling allows us to work
with a small, manageable amount of data in order to
build and run analytical models more quickly, while still producing accurate
findings. Samples are best drawn from data sets that are as large and close to
complete as possible.
B) SAMPLING TYPE
Simple random sampling method is used in this project.
C) SAMPLING SIZE
Sampling may be defined as the selection of some part of an aggregate on the basis
of which a judgement or inferences about the aggregate is made. For making this
project I took 60 respondents.
D) SAMPLING UNIT
Customers using Patanjali skin & haircare products are taken as a sampling unit to
make this project.
DATA ANALYSIS AND

INTERPRETATION
(I took 60 respondents to fill up this questionnaire)
1) Which beauty brand you prefer?

Brand Name
preference
Patanjali
Himalaya
Lotus
Ponds
Other
No. of respondents
% of
18
12
12
12
6
30%
20%
20%
20%
10%
% of Preference
10%
30%
20%
20%
Patanjali
Himalaya
20%
Lotus
Ponds
Other
ANALYSIS: 30% respondents prefer Patanjali, 20% respondents prefer Himalaya,

20% respondents prefer Lotus, 20% respondents prefer Ponds and 10%
respondents prefer other brand of beauty products.
INTERPRETATION: From the above graph it can be interpreted that 30%
respondents prefer Patanjali products.
2) Which factor of Patanjali products satisfies you?

Factors
No. of respondents
Price
Quality
Packaging
All factors
% of Satisfaction
25
16
8
11
42%
27%
13%
18%
% of satisfaction
18%
42%
13%
27%
Price
Quality
Packaging
All factors
ANALYSIS: 42% respondents are satisfied with price, 27% respondents are
satisfied with quality, 13% respondents are satisfied with packaging and 18%
respondents are satisfied with all the factors of Patanjali products.
INTERPRETATION: From the above graph it can be interpreted that most of the
respondents are satisfied with price.
3) How did you get to know about Patanjali products?

Sources of awareness
No. of respondents
Advertisement
Friends
Shopkeeper
Family
% of Awareness
36
6
14
4
60%
10%
24%
6%
% of awareness
70
60
60
50
40
30
24
20
10
10
0
6
Advertisement
Friends
Shopkeeper
Family
ANALYSIS: 60% respondents became aware about Patanjali products through

advertisement, 10% respondents through friends, 24% respondents through
shopkeeper and 6% respondents through family.
INTERPRETATION: From the above graph it can be interpreted that 60%
respondents became aware about Patanjali products through advertisement.
4) What results you get after using Patanjali skin care products?
Results
No. of respondents
Positive
Negative
% of affectivity
51
9
85
100
80
60
40
20
0
85%
15%
15
Negative
Positive
% of Affectivity
Positive
Negative
ANALYSIS: 85% respondents get positive results and 15% respondents get
negative results.
respondents get positive results.
5) What do you think about the prices of Patanjali products?
Price
Very low
Reasonable
Expensive
No. of respondents
3
51
6
%
5%
85%
10%
Price
Expensive; 10%
Very low; 5%
Resonable; 85%
ANALYSIS: 5% respondents thinks that prices of Patanjali products are very low,
85% respondents thinks prices are reasonable and 10% respondents thinks it is
expensive.
people thinks Patanjali products are reasonable.
6) Will you recommend Patanjali products to other people?

Answers
Yes
No
No. of respondents
49
11
%
81%
19%
Answers
19%
81%
Yes
No
ANALYSIS: 81% respondents will recommend Patanjali products to other people

and 19% respondents will not.
INTERPRETATION: From the above graph it can be interpreted that 81% people
will recommend Patanjali products to other people.
7) What kind of improvement should be made?

Improvements
No. of respondents
In quality
In packaging
In quantity
In price
10
29
16
12
16%
38%
26%
20%
Im provem ents
In quality
In packaging
20%
In quantity
In price
16%
26%
38%
ANALYSIS: According to 16% respondents there should be improvement in

quality, 38% respondents said packaging should be improved, 26% respondents
said quantity should be improved and 20% respondents said prices should be
improved.
thinks that there should be improvement in packaging.
8) If Patanjali products are not available in your nearby shops will you prefer
other products?
Preference
No. of respondents
Yes
No
Depends on urgency
Will go to other shop
5
38
9
8
%
9%
46%
27%
14%
Preference
46
50
45
40
35
30
25
20
15
10
5
0
27
14
Preference
ANALYSIS: 9% respondents will prefer other products, 63% respondents will not
prefer other products, 15% repondents said that it is depend on urgency and 14%
respondents will to go other shop.
INTERPRETATION: From the above graph it can be interpreted that if Patanjali
products are not available in the nearby shop then most of the people will not
prefer other products.
9) Who is the tough competitor of Patanjali shampoos?

Competitors
No. of respondents
Sunsilk
Loreal
Dove
No one
% of competition
9
12
14
25
15%
20%
23%
42%
% of competition
45
40
42
35
30
25
23
20
15
10
20
15
5
0
Sunsilk
Loreal
Dove
No one
Competitors
ANALYSIS: 15% respondents thinks Sunsilk is the tough competitor of Patanjali,

20% thinks Loreal, 23% thinks Dove and 42% respondents thinks no other
company is the competitor of Patanjali.
thinks that there is no competitor of Patanjali.
10) Why do you prefer Patanjali soaps and shampoos?

Reasons
No. of respondents
Because it has no side effects

Because of its price
Because it is purely herbal
17
18
25
%
28%
30%
42%
100
80
60
40
20
0
Reasons
ANALYSIS: 28% respondents use Patanjali soaps & shampoos because it has no
side effects, 30% use Patanjali because of its price and 42% use Patanjali because
it is purely herbal.
people prefer Patanjali soaps & shampoos because it is purely herbal.
11) Patanjali face wash and creams giving you better results than other?
Answers
No. of respondents
54
6
90%
10%
Yes
No
100
No
80
60
40
Yes
20
0
Answers
Yes
No
ANALYSIS: 90% respondents get better result and 10% respondents do not get
better result than other company after using Patanjali facewash and creams.
get better result after using Patanjali facewash and creams than any other company.
12) Which hairoil do you use?

Name of hairoil
No. of respondents
Dabur Amla
Bajaj Almond Drops
Parachute
Patanjali hairoil
% of usage
9
13
16
22
17%
21%
26%
36%
% of usage
17%
36%
21%
26%
Dabur Amla
Bajaj Almond Drops
Parachute
Patanjali
ANALYSIS: 17% respondents use Dabur Amla, 21% respondents use Bajaj
Almond Drops, 26% respondents use Parachute and 36% respondents use Patanjali
hairoil.
are using Patanjali hairoil.
13) Patanjali soaps have an ability to replace other soaps in future?
Answers
No. of respondents
Yes
No
36
24
60%
40%
Answers
0%
20%
40%
60%
Yes
80%
100%
No
ANALYSIS: 60% respondents thinks Patanjali soaps have an ability to replace

other soaps in future and 40% dont think so.
thinks Patanjali soaps have an ability to replace other soaps in future.
14) How much you are satisfied?

Answers
No. of respondents
15
38
5
2
24%
63%
9%
4%
Highly satisfied
Satisfied
Dissatisfied
Highly dissatisfied
70
60
50
40
30
20
10
0
Answers
Highly satisfied
Satisfied
Dissatisfied
Highly dissatisfied
ANALYSIS: 24% respondents are highly satisfied, 63% respondents are satisfied,
9% respondents are dissatisfied and 4% respondents are highly dissatisfied.
people are highly satisfied with Patanjali products.
15) What is your overall opinion about Patanjali skin and haircare products?
Opinion
No. of respondents
26
12
8
8
6
43%
20%
13%
14%
10%
Very good
Good
Neither good nor bad
Bad
Very bad
Opinion
10%
14%
43%
13%
20%
Very good
Good
Bad
Very bad
ANALYSIS: 43% respondents said Patanjali products are very good, 20% said it is
good, 13% said it is neither good nor bad, 14% said it is bad and 10% said it is
very bad.
people are highly satisfied with Patanjali products.
HYPOTHESIS TESTING
HYPOTHESIS TESTING
H1: It is accepted that customers are highly satisfied towards Patanjali products.
H2: It is accepted that price have a greater influence on customers.
H3: It is accepted that impact of Patanjali products are highly positive in Gondia
region.
H4: It is accepted that Patanjali has a huge market share.
H5: It is accepted that customers have a faith on products.
CONCLUSION
CONCLUSION
1. People are aware about Patanjali skin & haircare products and
company
earned good image in the eyes of the customers.

2. The consumers of Gondia demands more of Patanjali products as they are
highly satisfied with it.
3. Patanjali captured a huge market share in a short span.
4. Many people are buying Patanjali products due its non-harmfulness nature.
SUGGESTIONS
SUGGESTIONS
1) There should be improvement in packaging.
2) Company and dealers are suggested to concentrate on advertising print
media like Hoarding, Magazines, and advertising banner. So, it can help
them to increase their sales.
3) Patanjali should strengthen the distribution channel to ensure that products
are available everywhere and anytime.
LIMITATIONS
LIMITATIONS
1) Survey is limited upto Gondia city.
2) Due to the lack of knowledge some people were not able to fillup the
questionnaire.
3) Survey is limited only upto 60 respondents only.
BIBLIOGRAPHY
BIBLIOGRAPHY
In order to make this project I have taken the help of the following websites and
books:
Websites:
www.patanjaliproducts.com
www.swamibabaramdevproducts.com
www.patanjaliayurved.com
Books:
Research Methodology (William Zikmund)
Marketing Management (Philip Kotler)
Modern Marketing (Bhagwati Pillai)
ANNEXURE
Annexure
1} Demographic
A) Name of respondent _______________
B) Please mention your age group
18-20
21-25
26-30
31-35
36-Above
C) Gender
Male
Female
D) Please mention your occupation
Professional
Businessman
Student
Housewife
Others
2} Which beauty brand you prefer?
Patanjali
Himalaya
Lotus
Ponds
3} Which factor of Patanjali product satisfies you?
Price
Quality
Packaging
All factors
4} How do you get to know about Patanjali products?
Advertisement
Friends
Shopkeeper
Family
5} What results you get after using Patanjali skincare products?

Positive
Negative
6} What do you think about the prices of Patanjali products?
Very low
Reasonable
Expensive
7} Will you recommend Patanjali products to other people?

Yes
No
8} What kind of improvement should be made?
In quality
In packaging
In quantity
In price
9} If Patanjali products are not available in your nearby shops, will you prefer
other products?
Yes
No
Depends on urgency
Will go to other
10} Who is tough competitor of Patanjali shampoos?
Sunsilk
Loreal
Dove
No one
11} Why do you prefer Patanjali soaps and shampoos?

12} Is Patanjali face wash and creams giving you better results than other?
Yes
No
13} Which hairoil do you use?
Dabur amla
Bajaj almond drop
Parachute
Patanjali hairoil
14} Patanjali soaps have an ability to replace other soaps in future?

Yes
No
15} How much you are satisfied?
Highly satisfied
Satisfied
Dissatisfied
Highly dissatisfied
16} What is your overall opinion about Patanjali products?
Very good
Good
Bad
Very bad

Patanjali

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Patanjali

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INTRODUCTION

In a competitive marketplace where businesses compete for customers, customer

Patanjali Ayurveda Limited is an Indian FMCG company. Manufacturing units and

Patanjali is a sole distributor of ayurvedic product of Divya Pharmacy, Divya Yog

The company manufactures 444 products including 45 types of cosmetic products

Patanjali launched instant noodles on 15 november 2015. In 2016, patanjali has

Patanjali Tejas Beauty Cream

Patanjali Divya Kesh Tel

PATANJALI TEJAS BEAUTY CREAM

PATANJALI SAUNDARYA FACE WASH

PATANJALI CRACK HEEL CREAM

PATANJALI OJUS MINT TULSI BODY CLEANSER

PATANJALI DIVYA KANTI LEP

PATANJALI TEJAS ANTI WRINKLE CREAM

PATANJALI DIVYA KESH TEL

PATANJALI KESH KANTI HAIR CLEANSER

PATANJALI KESH KANTI MILK PROTEIN HAIR CLEANSER

PATANJALI KESH KANTI ALOEVERA SHAMPOO

PATANJALI ALMOND HAIR OIL

5) To find out the level of satisfaction.

DATA ANALYSIS AND

(I took 60 respondents to fill up this questionnaire)

1) Which beauty brand you prefer?

ANALYSIS: 30% respondents prefer Patanjali, 20% respondents prefer Himalaya,

2) Which factor of Patanjali products satisfies you?

3) How did you get to know about Patanjali products?

ANALYSIS: 60% respondents became aware about Patanjali products through

5) What do you think about the prices of Patanjali products?

6) Will you recommend Patanjali products to other people?

ANALYSIS: 81% respondents will recommend Patanjali products to other people

7) What kind of improvement should be made?

ANALYSIS: According to 16% respondents there should be improvement in

9) Who is the tough competitor of Patanjali shampoos?

ANALYSIS: 15% respondents thinks Sunsilk is the tough competitor of Patanjali,

10) Why do you prefer Patanjali soaps and shampoos?

Because it has no side effects

Because of its price

Because it is purely herbal

12) Which hairoil do you use?

Bajaj Almond Drops

13) Patanjali soaps have an ability to replace other soaps in future?

ANALYSIS: 60% respondents thinks Patanjali soaps have an ability to replace

14) How much you are satisfied?

Neither good nor bad

earned good image in the eyes of the customers.

2} Which beauty brand you prefer?

3} Which factor of Patanjali product satisfies you?

4} How do you get to know about Patanjali products?

5} What results you get after using Patanjali skincare products?

7} Will you recommend Patanjali products to other people?

10} Who is tough competitor of Patanjali shampoos?

11} Why do you prefer Patanjali soaps and shampoos?

14} Patanjali soaps have an ability to replace other soaps in future?

16} What is your overall opinion about Patanjali products?

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