REVIEW OF LITERATURE

1 .Rani’s and shukla (2012):to conducted a study to know the trends of patanjali products. For the purpose of above study
they collected a sample of 90 consumers in pantnagar. On the basis of above study they conducted that within a very short
period of time patanjali products captured a number of consumers. Also they found that from 2008 to 2012 there is a huge
increment in number of products which is from 26to120.They also suggested about limitation of patanjali products that
delivery system should be improved by patanjali company.

2. khanna(2015): carried a study on consumer perception regarding patanjali products . The objectives of the above study
were to know about the perception , satisfaction level and attributes of consumer with regard to patanjali products. The
data was collected by the researcher from 100 respondents in Punjab. They found that consumer were highly satisfied and
due to curing ability.

3. Nagaraju and Thejaswini (2015):in their study “consumer perception analysis .The fact6 that the consumer give more
preference to eco-friendly products as they are very helth and environment caution .Patanjali has rightly marked its
products in the same category.

4. Raghavendran V and Frank Reema (2015): in their study tell about the great awareness amongst the consumer on
healthy life which emphasises medical tourism for the purpose of ayurveda and yogic treatments .This gives a significance
boost to the patanjali products as it constitutes both the ayurvedic ,herbal products as well as Baba Ramdev as Yoga Guru
who promotes healthy concepts.

5. Vishvanathan (2016): Ram Dev is first spiritual guru who actually transformed symbolism into actual production.
Vishvanathan states that the indigenousness of patanjali products position them as authentic , and Ramdev’s established
knowledge and expertise in yoga and health issues add credibility to the brand. The other factors that have catalysed the
acceptance of this brand include the increasing consciousness about healthy life styles, anxiety about the other brands;
and as vishvanathan puts it up, people associate a sense of patriotism with buying Patanjali products.

6. Sharma (2016):Patanjali because of its association with Baba Ramdev, comes with enormous credibility . He has high
media presence and has leveraged political sentiment to define what he stands for-pride in nationalism, traditional values
and scientific wisdom. The lesson for brands is-it’s important set of loyal, even obsessed, fans .

7. Shinde D.T. and Gharat S.J. (2017): examined a study on product positioning of patanjali products. The purpose of above
study was to find the various prospects of patanjali products and also factors influencing these products. They concluded
that patanjali has captured a huge market share within a short time period but lack of these products is the major
difficulties faced by consumers these days.

8. Sawant (2013): the research conducted by sawant ,(2013) the study mentioned that consumer perception towards
Patanjali products . The absence of side effect is the most important factor that influences women in purchasing of skin
care products.

9. Sinha and Singh reported(2015):that the competition in the cosmetic market in India between nation and international ,
and between herbal and chemical product. The increase tendency and attraction of younger generation especially females
are towards the Patanjali products.

10Rekha and Gokila . (2016):found that costumers are well aware with patanjali products. The perception of side effect and
the chemicals in chemical products is the reason to switch towards patanjali herbal products.

11. 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

12. 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 significant.

13. 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 .

14. 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

15. Kumar, (2014): Marketing through spirituality has become a significant topic of discussion as it affects the consumption
behavior of people. Therefore, spiritual organizations are launching and selling their own products for the customers to
capture the market. Here, in this study, yoga and pranayam are considered as the dimensions of spirituality and it is
observed that people generally rely on a spiritual guru for performing yoga and pranayam. Swami Ramdevji is the most
famous guru in teaching yoga and pranayam in India and he, through Patanjali Yog peeth, has launched several products
not only based on ayurvedic medicines but also on FMCG. Hence, this paper talks about marketing through spirituality
through the case study and success story of Patanjali Yogpeeth. The research uses a qualitative approach to collect data
from various officials of Patanjali Yogpeeth through unstructured face-to-face interviews. The study revealed that yoga and
pranayam are very effective tools in marketing through spirituality and influence the consumption behavior of masses.

16. (Ali, 2012):With more than six hundred thousand villages and more than 70% of the population,rural India has become
a massive consumer goods market. FMCG has emerged as a
major product category in rural consumption. Companies marketing FMCG to rural consumerscannot merely extend their
general marketing strategies to rural markets. Instead, they need todevise rural specific strategies. In this process, they
need to understand crucial issues relatingto rural consumer behavior and more specifically relating to different geographic
regions of thecountry. This paper focuses on understanding factors that affect the rural purchase of FMCGin South India.
Empirical study was conducted in 8 districts of South India to identify the keyinfluencing variables. Factor analysis was
used to form 24 key variables into five groups
(influencing factors). Influence of retailers’ recommendations has emerged as the most
significant variable in the trust factor. According to the study, rural consumers in South Indiaconsider that usage of FMCG
contributes to their lifestyle.

17. Choudhary ( 2010): It is the study of when, why, how, and where people do or do not buyProduct or business product.
It blends elements from psychology, sociology, and economics. It attempts to understand the buyer decision making
process, both individually and in groups.It studies characteristics of individual consumers such as demographics and
behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from
groups such as family, friends, reference groups, and society. Customer behaviour study is based on consumer buying
behaviour, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an
influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of
marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on
consumer retention, customer relationship management, personalisation, customisation and one-to-one marketing.
Social functions can be categorizedinto social choice and welfare functions

18.Neha Tyagi & Sagar Malviya, ( 2016):In a short span of time, Patanjali Ayurved has not only made a name for itself
among Indian consumers, but also fueled expansion of the herbal products market and helped rivals sell more home and
personal care products, grabbing share from MNCs. The Baba Ramdev-led company's sales jumped 64 per cent to Rs 731
crore in the six months ended December and rivals Dabur BSE -0.67 % and Himalaya grew in double digits in a consumer
products market that expanded barely 6 per cent. According to IMRB data. The figures exclude commodity products such
as ghee and atta. What's helping these firms is a growing preference for Ayurvedic products known for natural ingredients
and health benefits. In addition, herbal products are cheaper. "Patanjali has registered a near-80 per cent growth in
penetration, which is about 5 percentage points on an absolute level, in one year," said K Ramakrishnan, general manager,
IMRB Kantar World panel.

19.Kanika 6759, ( 2009):The importance of packaging design as a vehicle for communication

and branding is growing in competitive markets for packaged FMCG products. This research utilized a focus group
methodology to understand consumer behavior toward such products. The challenge for researchers is to integrate
packaging into an effective purchasing decision model, by understanding
Consumer’s behavior towards the packaging of FMCG products. When consumers search for and process information in-
store, the product's package can contain relevant and useful information for the consumer. Product packaging forms the
end of the 'promotion-chain' and is close in time to the actual purchase and may therefore play an important role in
predicting consumer outcomes. Packages also deliver brand identification and label information like usage instructions,
contents, list of ingredients or raw materials, warnings for use and directives for care of product.

20.Joseph, ( 2014):The rural consumers are known to earn low income, have low level of literacy, low level of brand
awareness, asymmetric information, inadequate communication and transportation facilities. The Rural markets and sub-
urban markets are now expanding in Kerala with ever greater penetration index, as the growth seems stunted in the urban
markets. In this study, Rural & suburban areas of Ernakulam with a sample size of 100 respondents. The study intends to
identify the level of influence of various factors on the purchase of FMCG products-soaps &detergents among the rural/
semi urban consumers. The study emphasized that rural
consumers gave more importance to the ‘quality’ of the FMCG
-personal care brands they bought rather than the normative influences or social appeal vide celebrity endorsements in
the mass media

21. Laturkar: In today’s era, development of an appropriate and effective marketing strategy
requires an assessment of the buyer in qualitative terms. This includes keeping a watch on the sources of information from
where the buyer gets the knowledge about the brands, their frequency of purchase and the decision-making process of
decision maker and satisfaction. A study of the buyer from all these dimensions is of paramount importance for it would
make open the marketing implications and ramifications for the marketers. Basically it is the motivational mechanism that
the buyer has develops in his mind towards various sets of products that counts a large. A deliberate consumer behavior
study helps the marketers to come out with right positioning strategies. It is to say that any effort to assess the market
must include a keen and close analysis of what the buyer is in the market. This study is about buying behaviour of
consumer in relation to OTC herbal products in India. Like in any other product, consumer behaviour involves the
psychological process that consumer go through in recognizing his needs, finding ways to solve these needs, making
purchase decisions (e.g. whether or not to purchase a product and, if so, which brand and where), interpret information,
make plans, and implement these plans (e.g., by engaging in comparison shopping or actually purchasing a product).

22.Yadav, ( 2015):The Indian herbal market is flooded with numerous well-known and recognized herbal brands. Vindhya
Herbal is an initiative of Madhya Pradesh government to provide un adulterated ayurvedic products to the people and for
generating gainful employment for the vulnerable and downtrodden section of the society. The study is to examine
existing state of Vindhya Herbal in Bhopal, its birthplace. Besides, this study talks about other parameters
like benefits/attributes consumer acquaintances with herbal products, awareness, preferential,source of knowledge,
usage and attitude related to herbal products. The research design consisted of an exploratory phase followed by a
descriptive cross-sectional, close-ended questionnaire-based survey in Bhopal. As the study has been conducted in a Hindi
belt, the questionnaire was kept bilingual; Hindi and English. Sampling was done on the basis of two criteria; 1) such
regions were selected where almost major herbal brands are available and 2)Respondents have used at-least one of the
herbal brands. Only 23 percent consumers responded to have used Vindhya herbal. Those who have used Vindhya herbal
have preference it, if available in a nearby store. Most of the respondents mentioned that herbal products
are prepared from the natural ingredient, as a result faced no side effect. Purchase of herbal products primarily takes place
on a monthly basis and use on a daily basis. Doctors, familymembers and mass media were reliable sources and the
respondents trust on their recommendations for buying fresh herbal products. Desirability for further information washigh
among consumers related to herbal products.