PROJECT

On
“Analytical Study of Consumer Perception Toward the
Patanjali Products”
Submitted To
Rashtrasant Tukdoji Maharaj Nagpur University, Nagpur
For the Award of Degree
Master of Business Administration
SUBMITTED BY
Vaishnavi G. Khetre
(MBA-sem 4)
GUIDE BY
Prof. Asmita Madam

G. H. Raisoni Institute Information Technology,

Higna-Wadi Link Road, Nagpur.
2019-2020
 INDEX

Sr. No. CONTENT Page No.

1 Summery

2 Introduction

3 Organization Introduction

4 Review of Literature

5 Objective Of The Study

6 Research Methodology

7 Data Analysis and Interpretation

8 Finding

9 Limitation

10 Conclusion

11 Bibliography

12 Questionnaire
 CHAPTER 1
INTRODUCTION
 INTRODUCTION OF THE TOPIC
The Project title “ANALYTICAL STUDY OF CONSUMER PERCEPTION TOWARDS PATANJALI
PRODUCT” Provide a comprehensive analysis regarding performance of the company and its
products in the market.
The objective of the proposed study is to identify the specific factors that affect consumer
perception towards Patanjali products. The methodological approach is this study is descriptive.
The market in which company operates is overcrowded with a large number of local, national
and international players eating up each other’s market share. Various factors such as inflation,
government regulations, changing consumer dynamics, changing lifestyle, and taste &
preferences are affecting the players in the industry.
A customer of Patanjali are people from all age groups, as the products offered by Patanjali are
perceived to be healthy and availability in different sector make it more affordable for the
customers.
Like any other FMCG company, it uses the mix of demographic and psychographic
segmentation strategies to make its offerings appropriate/ relevant to the particular set of
customer groups.
It uses a product based and value-based positioning strategies to establish a sense of trust and
satisfaction of being healthy in the mind of the customers.
Patanjali objective of the business is to provide cost-effective products, superior quality
products which are the crucial factor in the success of any FMCG company. Low or no
advertising and promotion expenses are helping the company by keeping its prices low and
make it affordable without compromising on quality.
Fast-moving consumer goods are products that are sold quickly and at relatively low cost. A
marketing concept that encompasses a customer’s impression , awareness and consciousness
about a company or its offerings. Customer perception is typically affected by advertising ,
review, public relation, social media, personal experience and other channel.

Patanjali also sell its products online and is planning to open outlet at railway station and
airports. As per the tie-up with pittiegroup and kishorBiyani’s Group outlet. Patanjali Ayurveda
products are also available in modern trade store including reliance retail, hyper city an
Patanjali also sell its products online and is planning to open outlet at railway station and
airports. As per the tie-up with pittiegroup and kishorBiyani’s Group outlet. Patanjali Ayurveda
products are also available in modern trade store including reliance retail, hyper city and bazar
from online.
 INTROCATION O THE COMPANY

• Name - Patanjali Ayurveda pvt . Ltd.

• Company type - unlisted public company.
• Category - company limited by shares.
• Founder- Acharya Bal Krishna, Baba Ramdev.

• CEO - S. K. patra.
• President - Mr. Raju Shrestha.
• Establishment - 23 September 2007.
• Industry type - Manufacturing ( FMCG ).
• Board of directors - 7 members.

• Head directore – Mukta Nanad.

Patanjali Ayurveda was formed in January, 2006 as a private limited company by yoga guru
Ramdev and his partner Sri Acharya Balkrishna. In June, 2007 it was converted to a public Ltd.
Company. It is registered under the companies Act,1956 and has its registered office in Bijwasn,
New Delhi and three other offices in Haridwar.

Patanjali Ayurveda limited is an Indian consumer good company. Manufacturing units and
headquarters are located in the industrial area of Haridwar while the registered office is located
at Delhi. The company manufacturing units in Nepal Gramudhyog and import majority of herbs
in India rom Himalayas of Nepal.
According to CLSA and HSBC, Patanjali is the fastest growing FMCG company in India. it was 13th
in the India’s most trusted brand and ranks first in FMCG
Category. Patanjali also sells its products online and is planning to open outlet at railway station
and airports.as per the tie-up with pittie group and kishor Biyani’s

Group outlets. Patanjali Ayurveda products are also available in modern trade stores including
reliance retail, hyper city and star bazar from online channels.
The aim of Patanjali is to make people aware of adulterated products of foreign companies in
India and motivated all people to use indigenous products.
The company was started with the vision of uplifting the life of former by locally sourcing the raw
material from them and making their lives better while at the same time period and opportunity
to the Indian masses to move toward healthy lifestyle by promoting Ayurveda and herbal
products. Baba Ramdev started off as a yoga trainer who featured in televised programs in Aastha
and sanskaar channel and mad Indian realize that they have forgotten India traditional and art
forms one of them being yoga. He projected yoga as a panacea to all the health problem. In its
first year of operation , 2008 Patanjali generated a revenue of over 60 crores. 1 almost 10 year
later , the homegrown venture has grow to be a 5000 crore company and is posing a threat to
the well-established companies in the FMCG domain.

Patanjali has a wide range of product with theme of ayurvedic/herbal common across all
categories. It has business division food and beverage , cosmetics and health drink and home
care. The highest revenue grossing products are Patanjali cow ghee, Dant kanti, kesh kanti,
Patanjali Atta noodles and Patanjali Aloe vera juice etc.

Mission and Vision of Patanjali

VISION
Keeping Nationalism Ayurveda and Yoga as our pillars, we are committed to
create a healthier society and country. To raise the pride and glory of the world,
we are geared up to serve people by bringing the blessing of nature into their
lives. With sheer dedication, scientific approach, astute planning and realism, we
are poised to write a new success story for the world.
MIssion
Making India an ideal place for the growth and development of Ayurveda and a
prototype foe the rest of the world.
 CHAPTER 2
PATANJALI PRODUCTS
 Following Patanjali products

• Patanjali products for Body:- Ex. Haldi Chandan kanti body cleanser, soaps,
aloe Vera gel, moisturizer cream, sun screen cream, honey face wash, body spray
etc.
• Patanjali products for hair:- Ex. Hair oil, shampoo, conditioner, herbal
mehndi etc.
• Patanjali products for cosmetics :- herbal kajal, beauty cream, face pack,
• Patanjali products for kitchen :-Ex. Spices, herbal tea, jam, murabba,
sugar,gram flour, amla pickle, corn flakes, pulses rice etc.
• Patanjali products for health and wellness :- Ex. Amrit rasayana,
ashvagandha capsule, gulkand, kesar, Patanjali power vita etc.
• Patanjali products for dental care:- Ex. Dant kanti, tooth brush, tooth
powder, tongue cleaner etc .
• Patanjali products for child care:- Ex. Shishu care body care, shishu care body
wash, shishu care hair oil, shishu care massage oil, baby diaper etc.
• Patanjali products for home care: - Ex. Household care, dishwash etc
 CHAPTER 3
LITERATURE REVIEW
 REVIEW OF LITERTURE
CONSUMER PERCEPTION
Retailers aim to increase their sales by determining ha drives their customer’s
purchase decision. Consumer perception theory attempt to explain consumer
behavior by analyzing motivations for 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 sense, consumer perception pertains to
how individuals from opinion about companies and the merchandise they offer
through the purchase they make.
Retailer apply consumer perception theory to develop marketing and advertising
strategies intended to remain current customers and attract new ones. Three
area of consumer perception of a benefit to quality of life.
SELF PERCEPTION
Self perception theory attempt to explain how individual develop an undertaking
of the motivation behind their own behavior. Self perception by customer relates
to values and motivations that drive buying- which is also an important aspect of
customer perception theory. For instance a study by researchers at the university
of Massachusetts t Amherst addressed how self perception shaped consumers
believed their buying decisions had a real effect on issue such as environment
impact.
The researches 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
tented to place more weight on issue such as environment impact when making
buying decision than consumers who did hold similar view of themselves.
PRICE PERCEPTION
While mass merchandisers such as Wal-Mart emphasize low price as an inherent
virtue. Upscale merchants attempt to emphasize quality and value for money to
appeal to potential customers.
Whether consumer believed they were being charged fair prices in determining
whether online shoppers would make repeat purchase through the same website.
The researcher concluded that price perception strongly influenced whether
customers were satisfied with their purchase and whether they would make
future purchases. Two factors that shaped price perception were the perceived
quality of the merchandise or services in questions and price comparison with
merchants offering similar merchandise or services.
 CHAPTER NO. 4
OBJECTIVE OF THE STUDY
 OBJECTIVE OF THE STUDY

• To study the brand perception of “PATANJALI” in the 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 the sales strategies adopted by “Patanjali Ayurveda Pvt ltd”.

 CHAPTER NO. 5
RESEARCH METHODOLOGY
 RESEARCH METHODOLOGY

Research is a process of step used to collect and analyze information to increase our
understanding to topic or issue. Research is a systematic investigation into and study material
and sources in order to establish facts and reach new conclusion. Research has been Carried out
from the study of demographic profiles of customer in Nagpur city and to understanding the
factors influencing the success and popularity of Patanjali among customers.

Research Design

A research design is the set of method and procedure used in collecting and analyzing measure
of the variable specified in the research problem.
Type of research: - Descriptive, Analytical.
Sample size: - 100.
Universe of study: - Nagpur region.
Sampling technique: - simple random sampling .

Data Collection

Primary Data:- primary data collected with the help of questionnaires, observation.
Secondary Data: - Information collected through articles, newspapers, internet and official
website of the company.
 CHAPTER NO. 6
ANALYSIS OF DATA AND
INTERPRETATION.
 Analysis of data and interpretation.
1) Different age group of respondent?

15-20 20-25 25-35 Above 35

50% 30% 10% 10%

10%

10%

50%

30%

15-20 20-25 25-30 above 30

 The majority of the respondents were from the age group of 15-25
followed by age group of 30 and above.
2) Have you used any Patanjali product?

Yes No

80% 20%

20%

80%

yes No

 80% customers have used Patanjali products but 20% people are not used the Patanjali
products.
3) Do you agree Patanjali offers a large variety of products?

Strongly agree Agree Disagree Strongly disagree

25% 55% 10% 10%

Column1

10%

25%
10%

55%

Strongly agree Agree Disagree Strongly Disagree

 80% customers strongly agree that Patanjali offers large variety of products but 20% customers
think that Patanjali has not large variety of products.
 4) Do you that Patanjali products are of quality?

Strongly agree Agree Disagree Strongly Disagree

30% 57% 8% 5%

5%
8%

30%

57%

strongly Agree Agree Disagree Strongly Disagree

 87% customers believe that Patanjali offers good quality of products but 13% people are not
satisfy with quality of products.
 5) Do you agree the prices of the Patanjali products are fair?

Strongly Agree Agree Disagree Strongly Disagree

45% 35% 10% 10%

Column1

10%

10%

45%

35%

Strongly Agree Agree Disagree strongly Disagree

 75% customers thinks that the price of Patanjali products are fair but 25% people thinks that
the price of the products are not fair.
 6) Do you agree that the Patanjali products have appealing packaging?

Strongly agree Agree Disagree Strongly Disagree

30% 43% 18% 10%

Column1

10%

30%
17%

43%

Strongly Agree Agree Disagree Strongly Disagree

 73% customers believe that Patanjali products is good packing while 27% people is not satisfied
with the packaging.
7) Do you agree that Patanjali products have natural ingredients?

Strongly Agree Agree Disagree Strongly Disagree

30% 70% 0 0

00

30%

70%

Strongly Agree Agree

 70% customers agree that Patanjali products have natural ingredients and 30% customers are
strongly agreed that Patanjali have natural ingredients.
 8) Do you agree that you are satisfied with the Patanjali products?

Strongly Agree Agree Disagree Strongly Disagree

22% 45% 19% 14%

Column1

14%
22%

19%

45%

Stronly Agree Agree Disagree Strongly Disagree

 67% customers are satisfy with Patanjali products while 33% customers are not satisfy with
Patanjali products.
 9) Do you agree that Patanjali products are chemical- free?

Strongly agree Agree Disagree Strongly Disagree

20% 50% 10% 20%

Column1

20% 20%

10%

50%

strongly Agree Agree Disagree Strongly Disagree

 70% customers believe that Patanjali is a chemical free products while 30% people thinks the
Patanjali is not chemical free products.
10) How do you come to know about the products?
11)

Advertisement Recommendation Self exploration

50% 30% 20%

Column1

20%

50%

30%

Advertisement Recommandation Self Exploration

 50% customers come to know about Patanjali through advertisement, 30% on recommendation
whereas 20% o self Exploration.
CHAPTER NO. 7
FINDINGS
 FINDINGS

 Over 94% of the people have used Patanjali products.

 77% customers strongly agree that Patanjali offers large variety of products
while 17% customers think that Patanjali has not offers large variety of
products.

 86% customers believe the Patanjali offers good quality of products but
14% customers are not satisfied with quality of products.

 75% customers thinks that the price of Patanjali products are fair but 25%
customers thinks that the price of products are not fair.

 71% customers believe that Patanjali products packing while 29%

customers is not satisfied with the packing.

 715% customers agree that Patanjali products have natural ingredients an

29% customers fully agreed that Patanjali have natural ingredients.

 67% customers are satisfy with Patanjali products while 33% customers are
satisfy with Patanjali products.

 50% of the customers come to know that about Patanjali products through
advertisement 30% on recommendation whereas 20% on self exploration.
‘

CHAPTER NO. 8
LIMITATIONOF THE STUDY
 LIMITATION OF THE STUDY
 Every attempt was be taken to obtain free and meaning full result but a nothings in this
words 100% perfects.

 Limited number of respondents.

 Limited time for completing the projects.

 The information obtained from the consumer based on questionnaire was assumed to
be factual.

 Since the survey is based on sampling method , it does not disclose the charter of entire
customers.
 Products unavailability for the customer in the market is one of the biggest limitation.
CHAPTER NO. 9
CONCLUSION
 CONLUSION

 Patanjali has gives a headache to many its unconventional ways of marketing.

 Customers perception toward a brand is built largely on the satisfactory value the users
receives after paying for the products and benefits the user looks for, in the above
study a large portion of the user is satisfied from Patanjali products. The satisfaction
brings in the retention of customer.

 Patanjali is enjoying the advantageous position in market through spirituality element

involved in its products.

 It should not ignore the competitors like Naturals, pure root, Vindhya herbals.

 Patanjali is order to more customers and satisfy them, must fulfil the claims made by the
company before any other brand may mushroom up and take away the benefits of
marketing through spirituality.
 CHAPTER NO. 10
RECOMMENDATION
 RECOMMANDATIO
 To make a successful products, 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’t increase their distribution channels.

 They have to focus back on products efficiency. Rising above the noise of
advertising.

 They can’t increase their store and outlet.

 So Patanjali Ayurveda should their productivity and make sure that there
will be shortage of products in the markets.
 CHAPTER NO. 11
BIBLIOGRAPHY

BIBLOGRAPHY

 http://www.patanjaliayurved.net/
 http://www.patanjaliresearchfoundation.com/cgi-svs/ssuspendpage.cgi
 https://en.wikipedia.org/wiki/patanjali_Ayurved
 http://www.news.kenresearch.com/post/147442303438/company-profile-of-patanjali-
ayurved-limited-new
 http://www-slideshare.net/trishalagautam/patanjali-research

Books

 Principle of marketing, PHILIP KOTLER, person education India 2008.

 Marketing management, PHILIP KOTLER, person education India 2009.