A PROJECT REPORT

ON
CONSUMER BEHAVIOUR:A STUDY IN
RELATION TO PATANJALI PRODUCTS
 PROJECT REPORT
(Submitted for the degree of B.COM. Honours in Accounting and
Finance under the University of Calcutta)
Title of the Project
CONSUMER BEHAVIOUR:A STUDY IN
RELATION TO PATANJALI PRODUCTS
Submitted by
Name of the Student: SHIBANI ADHIKARY
Registration no:
C.U Roll no:
College Roll No:1047
College Name: SETH ANANDRAM JAIPURIA
COLLEGE
Shift: MORNING
Supervised By
Name of the supervisor: PROF. SATABDI SETH
Month and Year of SUBMISSION
February,2019
 SUPERVISOR’S CERTIFICATE
This is to certify that Ms. Shibani Adhikary astudent of
B.COM. Honours in Accounting and Finance of Seth
Anandram Jaipuria College under the University of
Calcutta has worked under my supervision and
guidance and prepared a project report with the title
‘CONSUMER BEHAVIOUR:A STUDY IN
RELATION TO PATANJALI PRODUCTS’ which she
is submitting,is her genuine and original work to the
best of my knowledge.
Place: Signature:
Date: Name:
Designation:
Name of the college:
Seth Anandram Jaipuria College
 STUDENT’S DECLARATION
I hereby declare that the Project Work with the title
‘CONSUMER BEHAVIOUR:A STUDY IN
RELATION TO PATANJALI PRODUCTS’ submitted
by me for the partial fulfilment of the degree B.COM.
Honours in Accounting and Finance under the
University of Calcutta is my original work and has not
been submitted by any other for any other course of
study.
I also declare that no chapter of this manuscript in
whole or in part has been incorporated in this report
from any earlier work done by me or by others.
However,extracts of any literature which has been used
for this report has been duly acknowledged providing
details of such literaturein the referances.
Signature:
Name:SHIBANI ADHIKARY
Registration No:
C.U Roll No:
Place:
 ACKNOWLEDGEMENT
It gives me immense pleasure to present on
‘CONSUMER BEHAVIOUR:A STUDY IN
RELATION TO PATANJALI PRODUCTS’ carried
out in partial fulfilment for B.COM. Honours.
No work can be carried out without the help and
guidance of various persons.I am happy to express my
gratitude to those who have been helpful to me in
completing this project report.
I would like to thank my supervisor,Prof.
SATABDI SETH for her valuable advices and guidance
during my project ,also for timely help concerning
various aspect of project.
SHIBANI ADHIKARY
B.COM.(HONS)PART III
 TABLE OF CONTENTS
SL. PARTICULARS PAG
NO E
. NO.
1. INTRODUCTION
1.1 Background 2
1.2 Literature review 3-4
1.3 Objective of the study 4
1.4 Research methodology 5
1.5 Limitation of the study 5
1.6 Chapters planning 6
2. CONCEPTUAL FRAMEWORK
2.1 Short Description 8-10
2.2 National Scenario 11
2.3 International Scenario 11-12

3. PRESENTATION,ANALYSIS,FINDING
S
3.1 Presentations & Interpretation 13-29
3.2 Analysis 30-31
3.3 Findings 32
4. CONCLUSIONS AND
RECOMMENDATIONS
4.1 Conclusions 34
4.2 Recommendations 35
5. BIBLIOGRAPHY AND REFERANCES 37
6. ANNEXURES 39-41
CHAPTER -1

INTRODUCTION

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The term ‘Consumer Behaviour’ refers to actions and
decisions that factor into a customer’s purchase. Multiple
factors affect consumer behaviour, among them economic
status,belief and values,culture,personality,age and education
are such factors.Finding on consumer behaviour is used to
develop methods and products that will boost company and
performance and sales.
1.1 BACKGROUND OF THE STUDY
Patanjali Ayurved was formed in January,2006 as a
private limited company by yofa guru Ramdev and his
partner Sri Acharya Balkrishnaji.It is registered under the
Companies Act 1956 and has it’s registered office in
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 the healthy lifestyle by promoting
Ayurveda and herbal products.In first year of operation,
Patanjali generated a revenue of over 60 crores and
almost 10 years later, the homegrown venture has grown
to be a 5000 crore company and is posing a threat to well
established companies in the FMCG domain.

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1.2LITERATURE REVIEW

CONSUMER PERCEPTION:Retailers aim to increase

their sales by determining what drives their customer’s
purchase decisions. Consumer perception theory attempts
to explain consumer behaviour by analysing motivation
for buying or not buying any particular product.Retailers
apply consumer perception theory to develop marketing
and advertising strategies to retain current customers and
to attract new ones.Self perception,price perception and
benefit to quality of life are the three consumer
perception theory.

CONCEPTUAL ANALYSIS OF CUSTOMER

PERCEPTION:

EVA MULLER(1954) reported a study where only one

fourth of the consumers in her sample bought with any
substantial degree of deliberation.

LEE(2005) carried out study to learn five stages of

consumer decision making process. The researcher
focuses on the facts that effects the consumer decision
making process on purchasing health food products.

P. GURU RAGAVENDRAM(2009) emphasized in

their research that the survey helped them in
understanding the consumer perception on brand
awareness and the position of the product in the market.

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 (SHARMA,TYAGI,SINGH AND RAO,2008) and
WHO (WORLD HEALTH ORGANISATION) study
estimates that about 80 percent of world population
depends on natural products.

(WHO) the worldwide herbal market products are

around $6.2 billion and estimated to reach $5 trillion by
the year 2050.

(KOTLER,KELLER,2014) perception is more

important than reality because perception affects the
consumer’s actual behaviour.

According to KURTZ and BOONE,2006 , different

people have different perceptions of objects based on two
factors that are stimulus factors and individual factors.

1.3OBJECTIVES 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 the products are genuine or not.

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 1.4 RESEARCH AND METHODOLOGY
Sources of data: There are basically two sources of data
i.e Primary Data Source and Secondary Data Source.

Primary data are those,which are collected for the first

time and this happen to be original in character.It may be
obtained from individuals,families etc.

Secondary data are those which have already been

collected by someone else. This source may include
books,periodicals,data services,data backs etc.

DATA COLLECTION METHODS: In the context of

this project ,I have selected questionnaire method for
collecting the primary data.
DATA ANALYSIS: Data analysis is based on the data
collected by the questionnaire . From the collected data
findings have been extracted.
Charts make easy to understand,therefore I have used pie
charts to present the data.

1.5 LIMITATIONS OF THE STUDY

As the survey is basically based on primary data some
problems are face which are stated below:
 Due to time restrain I couldn’t interact with different
people.
 It seems that people hesitate to share their personal data.
 It is difficult to find respondants as they are busy so
collection of data was difficult.

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 1.7 CHAPTER PLANNING

1. INTRODUCTION: It consists of general introduction

of the study. It is divided into Background of the
Study where I discussed a brief introduction about the
PATANJALI, in Literature Review I have discussed
details of those persons who have previously worked
on this topic,I have discussed the objectives of the
study,Research and methodology,limitations of the
study.
2. CONCEPTUAL FRAMEWORK: It consists of a short
description,National and International Scenario.
3. PRESENTATION,ANALYSIS AND FINDINGS: It is
about the presentation and analysis of collected data
by Piecharts,barcharts etc. and also discussed the
findings.
4. CONCLUSIONS AND RECOMMENDATIONS: It is
about the conclusion we get from the analysis of data
collected and providing suggestions for further case
study.
5. BIBLIOGRAPHY AND REFERANCES: It is about
the source of all data and informations collected and
name of the websites.

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 CHAPTER-2

CONCEPTUAL
FRAMEWORK

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 2.1 SHORT DESCRIPTION
Understanding Consumer Behaviour: Consumer
Behaviour refers to the mental and emotional process
and the observable behaviour of the consumer during
purchasing of a product. The three factors that affect
consumer buying behaviour are as follows
 Social Factor
 Personal Factor
 Psychological Factor

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,health and
home care.The highest revenue grossing products are
Patanjali cow ghee,Dant Kanti,Kesh Kanti and Patanjali
Aloevera Gel and Aloevera Juice.

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 Mission and Vision of Patanjali

MISSION:
Making India an ideal place for the growth and development
of Ayurveda and a prototype for the rest of the world.
VISSION:
Keeping Nationalism, Ayurveda and Yoga as their pillars,
they are committed to create a healthier society and country.
To raise the pride and glory of the world,Patanjali is geared up
to serve people by bringing the blessings of nature into the
lives.
PATANJALI KEY TO SUCCESS
Less Price:
Patanjali products are available at an attractive discount as
compared to their competition.The company sources raw
materials directly from the farmers.They are able to reduce
their raw material procurement cost and are able to produce
goods at a much cheaper price.

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RETAIL OUTLETS:
Initially,Patanjali shunned the conventional distribution
network, preferring to rely on its own channels of distributors,
Chikitsalayas etc.. Once it turned to retail outlets from
2011,revenue began to multiply manifold.
SWADESHI FACTOR:
Patanjali is happy to co-exist with indigenous companies. It
would like to instil swadeshi pride so that Indian money does
not go out of the country.
ADVERTISING:
Patanjali’s own advertising was limited in past , but has
increased considerably of late,with ads appearing on General
Entertainment Channel.
VARIETY OF PRODUCTS:
Patanjali produces products in the categories of personal care
and food. The company produces more than 900 products
including 45 types of cosmetic products and 30 types of food
products. Patanjali has also launched beauty and baby
products.

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 2.2 NATIONAL SCENARIO
What started as a small sized pharmacy,Patanjali Ayurveda
Ltd., today is arguably the fastest growing company in the
Indian FMCG sector,a USD 50 billion industry once
dominated by multinational behemoths-the likes of
P&G,Nestle,Johnson &Johnson.From shampoo and biscuits to
ghee and noodles and now apparel,no other indigenious
company has built such a well diversified product portfolio.It
has grown more than ten times in revenue in last five
years.The company which is targeting revenues of Rs. 2000
crore in F.Y 2018 has extensive sales channel of over 5000
distributers,15000 stores and 100 mega marts.Moreover it has
also tied up with retail chains like Future Group,Hyper City
and Star Bazar as well as leading e commerce platforms.The
recent announcements of Rs. 1600 crore food park in Noida
and Rs. 1200 crore production facility in Assam as well as
the buzz around Patanjali’s plans to go public signals the
company’s expansion plan.

2.3 INTERNATIONAL SCENARIO

Yoga guru Ramdev-owned Patanjali group is all set to

explore international markets with its FMCG products
and may also enter Pakistan and Afganisthan in future.
They have already set up their units in Nepal and
Bangladesh and their products have reached the Middle
East and became popular in some of the countries
including Saudi Arabia. The owner said in a report that

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their company products are reaching right up to Canada.
Patanjali is committed to produce quality products and
has set up research and development units where about
200 scientists work, which has forced multinational
companies to come out with their R&D plans.

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 CHAPTER-3
PreSENTATIONS,
ANALYSIS AND FINDINGS

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3.1 PRESENTATIONS & INTERPRETATIONS

1) Different age group of respondant

20-30 30-40 40-50 Above 50

50% 30% 15% 5%

Age Group

5%

15%

50%

30%

20-30 30-40 40-50 Above 50

Interpretation: The majority of respondant are from the

age group of 20-30 followed by age group 50 and above.

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2)Have you used any product of Patanjali?

YES NO
89% 11%

11%

YES
NO

89%

Interpretation: 89% of the respondants said that they have

used Patanjali products and 11% said that they haven’t used
any product of Patanjali.

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

Strongly Agree Neutral Disagree Strongly

Agree Disagree
27% 23% 25% 20% 5%

5%

27%
20%

25% 23%

Strongly Agree Agree Neutral Disagree StronglyDisagree

Interpretation: 50% of people agree that Patanjali offers

large variety of products where 25% people disagree this.

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

Strongly Agree Neutral Disagree Strongly

Agree Disagree
29% 57% 2% 8% 4%

4%
2% 8%

29%

57%

Strongly Agree Agree Neutral Disagree Strongly Disagree

Interpretations: 86% people believe that Patanjali

offer good quality products but 12% people are not
satisfied with the quality of the products.

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

Strongly Agree Disagree Strongly

Agree Disagree
49% 31% 10% 10%

10%

10%

49%

31%

Strongly Agree Agree Disagree Strongly Disagree

Interpretation: 80% of customers think that

Patanjali products are fairly priced and 20% think
that the products are not fair.

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6) Do you agree that Patanjali Products have natural
ingredients?

Strongly Agree Disagree Strongly

Agree Disagree
29% 71% 0 0

0% 0%

29%

71%

Strongly Agree Agree Disagree Strongly Disagree

Interpretations: Everyone agreed that Patanjali products

have natural ingredients.

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7) Are you satisfied with the Patanjali products?

Yes No
80% 20%

20%

80%

Yes NO

Interpretation: 80% people are satisfied with the

Patanjali products and 20% people are not satisfied.

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8) Do you agree that Patanjali products are chemical
free?

Strongly Agree Disagree Strongly

Agree Disagree
28% 49% 5% 18%

18%
28%

5%

49%

Strongly Agree Agree Disagree Strongly Disagree

Interpretation: 77% people think that Patanjali products

are chemical free and 13 % think that these products
have some chemicals.

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9)Do you agree that Patanjali has good brand image?

YES No
82% 18%

18%

82%

YES NO

Interpretation:82% of people think that Patanjali has

made agood brand image and 18% people don’t think
this.

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10) Please indicate the reason why you prefer Patanjali
products?

Convenient Affordable Clean Other

40% 30% 20% 10%

10%

20% 40%

30%

Convenient Affordable Clean Other

Interpretation: 40% people think that Patanjali products

are affordable and 30% people think that the products
are affordable.

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11) How do you come to know about Patanjali?

Advertisement Recommendation Self Exploration

50% 30% 20%

60%

50%
50%

40%

30%
30%

20%
20%

10%

0%

Advertisement Recommendation Self Exploration

Interpretation:50% of the people came to know about

Patanjali through advertisements,30% people on
recommendations and 20%on self exploration.

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12) Which Patanjali product have you used?

Patanjali Patanjali Patanjali Others

Aloevera Dant Kanti Cow Ghee
Gel
56% 20% 14% 10%

56%

20%

14%
10%

Aloevera Gel Dant Kanti Cow Ghee Others

Interpretation: More than 50% people have used Patanjali

Aloevera Gel,20% of the people have used the Dant
Kanti,14% used Cow Ghee and 10% have used other products
from Patanjali.

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 13)Do you think that Patanjali has appealing packaging?
Strongly Agree Disagree Strongly
Agree Disagree
20% 8% 50% 22%

22% 20%

8%

50%

Strongly Agree Agree Disagree Strongly Disagree

Interpretation: 72% people do not agree that Patanjali has

appealing packaging. Only 28% people agree to this fact.

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14) Do you like Patanjali Beauty products?
Yes No
25% 75%

80% 75%

70%

60%

50%

40%

30% 25%

20%

10%

0%

Yes No

Interpretation: The majority of people are saying that they

don’t like patanjali beauty products,only 25% people liked the
beauty products from Patanjali.

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REVENUES
Year Revenues
(in Rs
crores)
2010-11 320
2011-12 453
2012-13 841
2013-14 1184
2014-15 2006
2015-16 5000

Revenue in crores
6000

5000
5000

4000

3000

2006
2000
1184
841
1000
320 453

2010-11 2011-12 2012-13 2013-14 2014-15 2015-16

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PRODUCTION
Patanjali Food and Herbal Park at Haridwar is the main
production facility operated by Patanjali Ayurved. The
company has a production capacity of rs. 600 billion
through its new production units at several places
incuding Noida,Nagpur,Indore. The company plans to
establish further units in India and in Nepal.

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 3.2 ANALYSIS

SWOT ANALYSIS

STRENGTH

WEAKNESS SWOT THREATS

OPPORTUNITY

S-STRENGTHS
 Patanjali has grown up at a rapid pace within a shore
span of time.
 Extensive marketing has pulled people into accepting its
products as a safer option.
 Strong brand ambassador with Baba Ramdev as its face
helped boosting the business.
 More than 20000 employees with Patanjali.

W-WEAKNESS
 Launched too many products in a short time.
 Patanjali faced issue with advertising council of India.
 Lower concentration on other top countries.

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O-OPPORTUNITIES
 Patanjali can enter more segments in personal hygiene,
FMCG etc.
 Patanjali can tap overseas market as Ayurveda is
increasingly getting awareness.
 Patanjali can also diversify in apparels.

T-THREATS
 Big players have their existing model which is sturdy.
 Prominent FMCG players coming up with their own
variants of ayurvedic products.

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 3.3 FINDINGS
 Over 85% of people have used Patanjali products.
 50% people agree that Patanjali offers large variety of
products.
 80% people think that Patanjali has fairly priced product
and that’s why people are attracted to buy these products.
 Most of the people think that Patanjali Food and
Beverages are of high quality but the beauty products are
not of high quality and 72% people think that Patanjali
has not good packaging.
 People are attracted towards the Patanjali products
because of its brand image.
 In beauty products ,most of the people liked Patanjali
Aloevera Gel and most of the people us it.
 50% people come to know about Patanjali products from
advertisement and 20% from self exploration.
 Patanjali is increasing its revenue and production year by
year.

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 CHAPTER-4

CONCLUSION AND
RECOMMENDATION

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 4.1 CONCLUSION

Patanjali has given a headache to many marketers with its

unconventional ways of marketing. The findings show
that there are many significant factors that together make
up the buying decision of the product. Customer’s
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 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 advantages position in
market through spirituality element involved in its
products. However it shouldn’t ignore the competitors like
naturals, pure roots,Vindhya Herbals. Patanjali in order to
retain more customers and to satisfy them,must fulfil the
claims made by the company before any other brand 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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 4.2 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.

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 CHAPTER-5

BIBLIOGRAPHY AND
REFERANCES

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Websites:-
 www.google.com
 www.patanjaliayurved.net
 https:en.m.wikipedia.org/wiki/patanjali_ayurved
 https://www.researchgate.net/publication
 https://economictimes.indiatimes.com
 www.adageindia.in
 www.divyayoga.com

BOOKS & JOURNALS:-

 Consumer Behaviour,6th Edition,Hawkins,Coney
 Principles of Marketing and E-Commerce, L Ganguly

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CHAPTER-6

ANNEXURE-IC

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 QUESTIONNARE
1)Name _______________________

2)Age
(a)20-30 ( ) (b)30-40 ( )
(c)40-50 ( ) (d)Above 50 ( )

3)Gender
(a) Male ( ) (b)Female ( )

4)Are you aware of Patanjali products?

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

5)Have you used any products of Patanjali Brand?

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

6)Do you agree that Patanjali offers large variety of products?

(a)Strongly Agree ( ) (b) Agree ( )
(c)Neutral ( ) (d) Disagree ( )
(e)Strongly Disagree ( )

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7)Do you think that Patanjali Products are of high quality?
(a)Strongly Agree ( ) (b)Agree ( )
(c)Neutral ( ) (d) Disagree ( )
(e)Strongly Disagree ( )

8)Do you agree that the prices of Patanjali products are fair?
(a)Strongly Agree ( ) (b)Agree ( )
(c)Disagree ( ) (d)Strongly Disagree ( )

9)Do you agree that Patanjali products have natural

ingredients?
(a)Strongly Agree ( ) (b)Agree ( )
(c) Disagree ( ) (d)Strongly Disagree( )

10)Are you satisfied with the Patanjali products?

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

11)Do you think that Patanjali products are chemical free?

(a)Strongly Agree ( ) (b) Agree ( )
(c) Disagree ( ) (d) Strongly Disagree ( )

12)Do you think that Patanjali has a good brand image?

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

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13)Why do you prefer Patanjali products?
(a)Convenient ( ) (b) Affordable
(c) Clean ( ) (d) Other

14)How do you come to know about Patanjali products?

(a)Advertisement ( ) (b)Recommendation ( )
(c)Self Exploration ( )

15)Which Patanjali products you have used?

(a)Aloevera Gel ( ) (b) Dant Kanti ( )
(c) Cow Ghee ( ) (d) Others ( )

16)Do you think that Patanjali has appealing packaging?

(a)Strongly Agree ( ) (b)Agree ( )
(c) Disagree ( ) (d)Strongly Disagree ( )

17)Do you like Patanjali beauty products?

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

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