Topic

A STUDY OF CONSUMER PERCEPTION TOWARDS PATANJALI PRODUCTS

Objective
a. To study the consumer preference towards Patanjali products.
b. To study the effectiveness of Patanjali products.

Questionnaire
1. Do you own any Patanjali products?

a. Yes
b. No

2. What are the other brands considering by you, before selecting any ayurvedic product?

a. Sun pharma
b. Cipla
c. Mankind
d. Dr. Reddy

3. How long have you been using Patanjali products?

a. Last 3 months
b. 3 months – 6 months
c. 6 months – 9 months
d. 9 months - 12 months

4. Is there any favorite brand of ayurvedic products?

a. Patanjali
b. Dabur
c. Himalaya

5. What is the reason for your shifting to any Patanjali products?

a. Price
b. Brand name
c. Other

6. Do you feel that the following attributes or aspects are present in your choice using Patanjali
products?
 a. Affordable
b. Clean
c. Convenient
d. Any other

7. Is there anything you dislike about Patanjali products?

a. Colours
b. Available in medical stores
c. Taste
d. Other

8. Are there any side effects of Patanjali products?

a. Yes
b. No

9. Patanjali product is a _________ brand?

a. Premium
b. Semi-premium
c. Non-premium

10. Is there a physical store that provides you the course related to Patanjali products where you live?

a. Yes
b. No

11. Average expenses amount spent on Patanjali ayurvedic products?

a. 500
b. 750
c. 1000
d. More than 1000

13. What is your experience related to online shopping of ayurvedic products?

a. Good
b. Fair
c. Satisfied
d. Not - satisfied

14. Results of the Patanjali products you have used?

a. Good
b. Satisfied
c. Neutral
 d. Non - satisfied
e. Poor

15. Do you believe that Patanjali products are chemical - free?

a. Yes
b. No

16. Do you think ayurvedic products are comparatively good then pharmaceutical products?

a. Yes
b. No

17. Do you agree that Patanjali products have appealing packaging?

a. Yes
b. No

18. Have you faced any problems while using the product?

a. Yes
b. No

19. Do you agree that Patanjali products have made good brand image?

a. Yes
b. No

Age

a. 15-20
b. 20-25
c. 25-35
d. above 35

Gender

a. Male
b. Female

Review of Literature
CONSUMER PERCEPTION
 Retailers aim to increase their sales by determining what drives their customers' purchase
decisions. Consumer perception theory attempts to explain consumer behavior by analyzing motivations
for buying or not buying for particular items. Consumer perception applies the concept of sensory
perception to marketing and advertising. Just as sensory perception relates to how humans perceive and
process sensory stimuli through their five senses, consumer perception pertains to how individuals form
opinions about companies and the merchandise they offer through the purchases they make. Retailers
apply consumer perception theory to determine how and what their customers perceive about them.
They also use consumer perception theory to develop marketing and advertising strategies intended to
retain current customers and attract new ones. Three areas of consumer perception theory relate to
consumer perception theory: self-perception, price perception and perception of a benefit to quality of
life.

Self-Perception

Self-perception theory attempts to explain how individuals develop an understanding of the

motivations behind their own behavior. Self-perception by customers relates to values and motivations
that drive buying behavior -- which is also an important aspect of consumer perception theory. For
instance, a study by researchers at the University of Massachusetts at Amherst addressed how self-
perception shaped consumers' buying behavior. The study considered the question of whether
consumers believed their buying decisions had a real effect on issues such as environmental impact. The
researchers concluded that consumers' self-perception was a driving factor in whether or not they
placed a priority on socially conscious purchase and consumption practices. Consumers who viewed
themselves as socially conscious tended to place more weight on issues such as environmental impact
when making buying decisions than consumers who did not hold similar views of themselves.

Price Perception

While mass merchandisers such as Wal-Mart emphasize low prices as an inherent virtue,
upscale merchants attempt to emphasize quality and value for money to appeal to potential customers.
Researchers at the School of Business Administration at LaSalle University and LeBow College of
Business at Drexel University considered several factors, including price 17 perceptions -- whether
consumers believed they were being charged fair prices -- in determining whether online shoppers
would make repeat purchases through the same website. The researchers concluded that price
perception strongly influenced whether customers were satisfied with their purchases and whether they
would make future purchases. Two factors that shaped price perception were the perceived quality of
the merchandise or service in question and price comparisons with merchants offering similar
merchandise or services.

Benefit Per"It's good, and it's good for you." Many consumers are familiar with this phrase
frequently associated with food advertising. Researchers from Marquette University, Louisiana State
University and the University of Arkansas surveyed customers to determine how nutrition claims
associated with food affected their perception of that food's nutritional value. The researchers found
that consumers tend to reject general, unsupported claims of enhanced nutrition, especially concerning
high nutritional value for foods that are traditionally viewed as unhealthy. The researchers also
theorized that consumers would demonstrate a trend toward applying more scrutiny to nutrition claims
and would demand more specific information about the foods they purchase.

Eva Muller(1954) reported a study where only one-fourth of the consumers in her sample
bought with any substantial degree of deliberation. The Marshallian model ignores the fundamental
question of how product and brand preferences are formed.

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 a questionnaire method in order to reach
the objectives of the research. 18 Analysis of five stages of the consumer decision making process
indicate that impact of family members on the consumer decision making process of purchasing
imported health food products was significant.

Blackwell et al (2006) Five Stages Model of consumer decision making process has also been
studied by a number of other researchers. Although different researchers offer various tendencies
towards the definitions of five stages, all of them have common views as they describe the stages in
similar ways. One of the common models of consumer decision making has been offered.

P. 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.

[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.

[Brower; 1998] The Indian herbal drug market is about $ one billion and the export of herbal
crude extracts is about $ 80 million. The sales of these drugs account for almost 50% of the herbal
medicine market.

(Sharma, Shanker, Tyagi, Singh, & Rao, 2008) A WHO (World Health Organization) study
estimates that about 80 percent of the world population depends on natural products for 19 19 their
health care instead of modern medicines primarily because of side effects and high cost of modern
medicine.

(WHO & Kumar &Janagam, 2011) The worldwide herbal market products are around $6.2 billion
and estimated to reach $5 trillion by the year 2050
 (Kotler, Keller, Koshy, & Jha,2014) marketing, perceptions are more important than reality
because perceptions affect consumers' actual behaviour. ‟ According to Kurtz and Boone, (2006)
different people have different perceptions of objects or events based on the interactions of two types
of factors that are stimulus factors and individual factors.