RESEARCH METHODOLOGY

Research Design- The research we did, is based on data collected vide survey which makes it
descriptive in objectivity and conclusive in nature.

Sampling Design- A convenient random sample of 60 people was chosen. The respondents varied
from young professionals to senior age group.

Sample size- Population sample size of 60 respondents were taken.

Area of Study-The area covered was

Data collection-The data was collected through primary as well as secondary sources. For primary
data collection, we carried out one to one interaction with the people to know more about their
preferences. Secondary data was collected through referring websites, journals and articles from
newspapers.

Period of Study- The study was conducted for the entire month of September i.e. 1 st September-30th
September.

Limitations-

1. Some respondents who would not have used Patanjali products would find it inappropriate to fill
the survey form would thereby impact the study.

2. The study was conducted with a small sample size of 60 respondents only.

3. Some of them might not be aware of FMCG parent companies like HUL, Dabur, Himalaya etc
although they might be using their products, which might impact the research
1. PEOPLE USE IT OR NOT
Consumers of modern era have increasingly become more aware about the health and quality of life.
Consumer today is smart enough to understand what needs to be fulfilled and how they can fulfil it
with the minimum resources available. Today the consumer is the king of the market. The approach
of “caveat emptor” (let the seller be aware) has changed to “caveat vendiator” (let the buyer be
aware). Apart from basic needs and wants they are focusing on demanding healthy lifestyle. Being
disease free has become their motto and they have realized the importance of Ayurveda as well.
Keeping in mind this growing demand, some companies like Patanjali have come forward to fulfil
those demands.

As the study focuses on the consumers using Patanjali products, the above question has focused on
asking the consumer about his utility for the products. The result being that a majority, i.e. 83% ,
which means out of 60 respondents, 50 agree that they use Patanjali products, whereas 17 % of
them which is 10 out of 60 respondants don’t use Patanjali products. Some of the reasons are that
they are happy and satisfied using other FMCG products, and being because they think it is not
beneficial for them as they don’t follow Baba Ramdev.
2. STREAM OF PRODUCT USED
Patanjali has 4 major segments in their product category. They include Body care, Kitchenware,
Toiletries and Healthcare.Body care include…… kitchenware includes….. Healthcare includes….
Toiletries include…..

When asked to the respondents as to which is being utilized by them, most of them i.e. 20 out of 50
respondents use Body care or cosmetics items of Patanjali. The main reasons were quality and
economical pricing. 10 out of 50 respondents replied that they used kitchenware or food products of
Patanjali, Majority of them is in the age groups of 30-45 and 45-60. Around 18 out of 50 respondents
replied that their healthcare section was utilized the most. Only 3 out of 50 respondents utilized all
four section of Patanjali.

Out of these 20 respondents who utilized bodycare, 17 used only body care products, 2 used both
body care and kitchenware products and only 1 respondent made use of 3 sections i.e. body care,
kitchenware and healthcare. Also there was 1 respondent who utilized both kitchenware and
healthcare products, 1 respondent used both kitchenware and toiletry products and 1 respondent
used 3 sections i.e. kitchenware, healthcare and toiletry products.

This makes us believe that Patanjali has left a great impact on the Indian consumers due to its mass
customization strategy as well as getting the needs and wants of the consumers in order as
compared to other FMCG brands. The economical pricing and easy availability of all Patanjali
products, at its own retail stores, has made it possible for both lower income level class and upper
middle class to purchase their products.
3. REASONABLE PRICES

4. QUALITY OF PRODUCT
As discussed earlier in the paper, Consumers of modern era have increasingly become more aware
about the health and quality of life. Consumer behaviour has changed drastically in the past few
years. Today the consumer is the king of the market. Sensing the needs of the new consumer who is
focussing more on a healthy lifestyle along with quality life, Baba Ramdev with his teachings,
philosophy and his perception amongst masses has come along a great way to reach out to Indian
masses.

Quality has been the major reason for reliability of his products among masses. A majority of 52%
i.e. 26 out of 50 respondents strongly agreed to this question. 26% i.e. 13 out of 50 respondents
agreed that Patanjali provided quality products. Some of them claimed that their preferences shifted
to Patanjali majorly because the products were better in terms of quality than others. Hence makin it
more reliable.

Around 18% i.e. 9 out of 50 respondents were neutral about its quality. They said that they were
indifferent between the products of Patanjali and other brands. Also 4%, i.e. 2 out of 50
respondents gave a negative answer. They disliked the quality of some products and even felt that it
contained same ingredients as the product of any other brand contained.
5. ADVERTISEMENTS
The best source for marketing your product or service is a happy and satisfied customer. Hence
marketing or advertising is considered an efficient way to market your products/services.
Advertisement helps in spreading awareness about the product/service to a large part of population
quite easily. Influencing a single customer can help in increasing the customer base further.

The question aims to highlight the fact that approximately 36%, I.e. 18 out of 50 respondents were
neutral about the effects of advertisements on their preferences for Patanjali products. 20%, i.e. 10
out of 50 respondents agreed to the question and 16%, i.e. 8 out of 50 respondents strongly felt that
their preferences were largely affected due to advertisements. Reasons as stated by respondents
were reliability of products due to faith in Baba Ramdev’s teachings and philosophy. Approximately
24%, i.e. 12 out of 50 respondents disagreed to the fact that their preferences were solely affected
by advertisements, reason being that advertisements misleads and confuses the consumers. Only
about 4%, i.e. 2 out of 50 respondents strongly disagreed to this question.
6. AVAILABILITY
A company can increase its sale only when it has proper channels of
distribution and transportation for its products, making the products
easily available to its consumers.Patanjali follows a direct channel to
serve its customers across the nation.
While studying the sample of 50 respondents, it was found that 44%
i.e. 22 out of 50 respondents strongly agreed to the fact that
Patanjali products were easily available. A majority of 48% i.e. 24 out
of 50 respondents were in agreement. Major reason for this was that
products are made available to customers through the self-owned
retail stores of Patanjali Ayurveda.
Around 4% i.e. only 2 out of 50 respondents disagreed to this
question. These respondents found a problem in locating the
Patanjali retail store at a place nearby which was one of the reason
for their disagreement.
Also 4% i.e. 2 out of 50 respondents were neutral about the
availability of Patanjali products.
7. FREQUENCY OF USAGE

8. PROBLEMS FACED
9. AGE GROUPS
We surveyed 60 respondents. After analysing the questionnaires we
found out that a majority of respondents belonging to the class of
age group of 15-30 replied to the survey. 26 out of 60 respondents
belonged to age group 15-30. This was followed by 15 out of 60
respondents, who were of the age group 45-60. 14 out of 60
respondents belonged to the class of age group 30-45 and only 5 out
of 60 respondents were of age above 60 who agreed to fill the
questionnaires.
From the data we can conclude that the youth is more aware and
conscious about the importance of Ayurveda and form a huge a
customer base. This is then followed by the people from age group
45-60 who are worried about the growth and development of Indian
economy and thus many preferred Patanjali products.
10. GENDER
11. COMPETITORS

Baba Ramdev, along with his teachings and philosophy is highly influencing masses. Using the
approach of marketing through spirituality, Patanjali has forayed into the market. Patanjali now
gives a stiff competition to other FMCG brands.

The question here focuses on the other FMCG brands used by respondents before the introduction
of Patanjali. We had put this question forward to explore the reasons because of which the
respondents shifted to Patanjali. As asked by them, a majority of them i.e. 29 respondents use HUL
products. This means HUL remains in the heart and soul of Indian consumers till date. Also it remains
a huge competitor for Patanjali due to its robust sale and distribution network as well as the
reliability of its brand name. Taking an equal share, it is followed by some other brands like
Himalaya, P&G, Emami, Marico and many more i.e 16 respondents make use of it. Also Dabur which
is focusing a lot on its Marketing and distribution techniques these days has revamped its position
among Indian consumers. So 12 respondents replied in favour of Dabur. Lastly Nestle, which is being
used by 8 respondents, remains a tough competitor for Patanjali.
Out of 29 respondents who preferred HUL products, 20 preferred only HUL, 4 preferred both HUL
and Dabur and only 1 preferred both HUL and Nestle. Whereas out of the 12 respondents using
Dabur products, only 2 preferred both Dabur and Nestle and 1 respondent preferred to use only
Dabur. After analysing the questionnaires we found out that out of the 60 respondents there were
only 5 such respondents who preferred all three brands i.e. HUL, Dabur, Nestle. Taking an equal
share, there were 16 respondents who preferred the products of other brands like Himalaya, P&G,
Emami, etc. and out these 16 respondents, only 1 preferred both Dabur and other brands.