CHAPTER – 1

INTRODUCTION

1
INTRODUCTION TO 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 pittie group and kishor Biyani’s Group outlet. Patanjali Ayurveda products
are also available in modern trade store including reliance retail, hyper city.
Patanjali also sell 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 outlet. Patanjali Ayurveda products
are also available in modern trade store including reliance retail, hyper city and bazar online.

2
The choice of a particular brand by the consumer over the time is mainly affected by the quality and
benefits offered by the brand especially when it comes to the brand of eatables and cosmetics
products. Consumer satisfaction is derived by comparing the actual performance with the expected
performance of the product after usage. Perceptions are highly subjective and thus can easily distort.
The confusion of buying and not buying continues into our mind unless our decision is not supported
by many. Thus, in order to survive in the country like India, brands need to be positioned in the minds
of people. India is known to be a hub of Herbal brands and Ayurveda as the herbal products are
deeply associated with the spiritual sentiments of the people. One of the study of WHO (World
Health Organization) shows that near about 82% of the world population depends upon the natural
products rather than the other medicines due to their high cost and side effects. “Patanjali “is
represented by Guru Swami and the company is set up with a motive to provide high quality Indian
products at fair price which are organic and natural.
PATANJALI AYURVEDA LTD has more than 100 different products in the catalogue for Skin,
Hair, Heart, Eyes and different diseases.

Need for Study

This study will reveal the different aspects of consumer's perception regarding price, quality, range,
availability, and advertisements of the products. The need for the study is very essential as the
competition in the Ayurvedic and herbal products is ever increasing. Competitors are mainly
struggling to shut down the market by capturing its market share. Today scenario is such that the
competitors are coming up with sales promotion and incentives to compete with Patanjali brand.

CUSTOMER PERCEPTION & CUSTOMER SATISFACTION

Customer perception is what your customers and potential customers think of your organization. This
perception directly impacts the attraction of new customers and the capacity to maintain good
relationships with current customers. Customer perception plays a vital role in a company’s ability
to attract new customers and to retain existing customers. The good news is that companies have the
ability to control many of the factors that build an individual’s perception of the company/ brand.
Customer Perception is a buyer’s observation and viewpoint about the product he bought and used.
It is his post-purchase psychological repercussion which may result in positive or negative state of
mind. It drives customer towards satisfaction or dissatisfaction. Buyer’s satisfaction is influenced by
service quality, product quality and price. Satisfied customers lead to word of mouth publicity. It can
spread faster than advertising. Product should have ability to deliver value satisfaction to consumer.
This satisfaction may be both real and psychological. A product is often referred as bundle of utilities
or a bundle of value satisfaction. Therefore, company must think of itself not as producing products
but as providing customer creating value satisfaction. Higher consumer satisfaction level is important
for company as it will lead to higher sales value and higher profits. Satisfaction can be derived by
marketers by understanding the customers’ perception.

3
“Patanjali “- a brand set up by PATANJALI AYURVEDA LTDis backed by robust preaching and
promotion of World renowned Guru Swami Ramdevji and an international authority on Ayurveda
and Traditional Herbs. The company is set up with an objective to provide superior quality of
products at fair price and to get their customers rid of the chronic diseases by providing products
which are organic and natural. This concept of Herbal and Pure has gained momentum in India and
across the world since people now a days are more centered towards keeping themselves near to
Nature due to their commercialized routines. PATANJALI AYURVEDA LTD has more than 100
different products in the catalogue for Skin, Hair, Heart, Eyes and Kidney diseases. Patanjali’s recent
tie up with Future Group to enter into FMCG segment through Big Bazaar Retail stores is another
big advantage towards the availability of Patanjali Products near to their consumers. The Patanjali
Products have rightly been placed at advantage by the very concept of “Marketing through
Spirituality”

4
INTRODUCTION TO 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.

5
Patanjali Ayurved Limited is the leading Ayurvedic Company in India, which was incorporated in
the year 2006. Patanjali Ayurved Limited manufactures a wide range of Ayurvedic products that
include home care, grocery, personal care, health care, medicine, nutritional products, etc.
The company has grown swiftly to become a leading Ayurvedic company and will invest Rs. 1,000
Crore for expansion. The company has a manufacturing unit in Uttarakhand, which produces high
quality Ayurvedic products.

Chyawanprash, Honey, Jam, Soan Papdi, Badam Pak and Mustard Oil are some of the products of
the company. Products made by the company are of premier quality and optimally priced.

Patanjali Ayurvedic and Herbal Products

Patanjali Ayurved Limited is an Indian FMCG company. Located in the industrial area of Haridwar,
the company manufactures mineral and herbal products. It has also manufacturing units in Nepal
under the trademark Nepal Gramudhyog and imports majority of herbs in India from Himalayas of
Nepal. According to CLSA and HSBC, Patanjali is the fastest growing FMCG Company in India. It
is valued at 3,000 Crore (US$450 million) and some predict revenues of 5,000 Crore (US$740
million) for the fiscal 2015–16.
Patanjali operates via 3 business segments, viz., foods (foods, supplements, digestives, dairy, juices,
etc), FMCG (cosmetics (shampoo, soaps, face wash), home care (detergent cakes, powder, liquid),
etc) and Ayurvedic products (healthcare products for blood pressure, skin diseases, joint pain, etc).

Patanjali Ayurved has limited advertising expenses, which gives it enough leeway to pass on the
savings from lower ad spends by way of lower prices. The company advertises in a limited way –
news tickers, regional newspapers, some digital advertising, etc., though going ahead it might start
other forms of advertising too. Patanjali has adopted the unique information based advertising. For
instance, the company highlights the positives of cow’s ghee, which automatically helps sale of
Patanjali Ghee. In the recent past, the company’s print advertising has seen a marked increase.
Many people complain that due to Patanjali’s weak distribution network its products are not easily
available everywhere and they are unable to buy them.
Currently, it is already selling its products through its web‐site, www.patanjaliayurved.net, from
where customers can order the products and get free delivery of the same if the order value exceeds
INR499. Other companies like bigbasket.com, etc., that also sell Patanjali products online have been
barred from doing so. The company is also implementing ERP for better mapping of inventory (SAP
has already been implemented). Patanjali will also be launching its mobile app, which will allow
customers to locate nearby outlets that are selling Patanjali products and also facilitate online
ordering of products.

6
Patanjali impact: online sales of Ayurvedic products on the rise

Awareness about Ayurvedic products driven by increasing popularity of Patanjali Rising popularity
of Ayurvedic FMCG brand Patanjali is driving sales of Ayurvedic products online.
Several players, from Flip kart to Grofers, are expanding the “Ayurveda and herbal” products
category and ramping up product selection, besides expecting three-fold growth in sales from this
category.
Most of the players and market experts feel that the rising popularity of Patanjali is helping create
awareness among consumers about the benefits of Ayurvedic and herbal products.

Patanjali Ayurved Business growth driven by increasing demand for herbal products, brand
image and new product pipeline.

Patanjali, which started as a small pharmacy specializing in Ayurvedic medicines, expanded to sell
the full range of consumer categories, from edible oils, biscuits and noodles to toothpaste, hair, skin
care products and groceries. According to Ramdev, the company is expected to cross Colgate this
year, in terms of revenue and will overtake HUL within the next three to four years. Ramdev also
claims that the company does not require glamorous advertising and marketing of its products as
the product has the ability to sell itself unlike other FMCG companies.
Patanjali has around 30 products in its pipeline including a health drink, energy bar, cow milk
powder, digestive biscuits, and anti-ageing cream and moisturizing cream. In addition to this, they
will also look to aggressively market their products through their e-commerce website, which has
not been adopted by major FMCG giants. Colgate-Palmolive India has reported its worst sales
growth in the last 44 quarters. Hindustan Unilever has also seen its revenue expand at a weak pace
since the last six years. This trend is likely tocontinue in the future and estimates indicate that by
2020, FMCG giants can lose 3%-8% of their market share to Patanjali. In the toothpaste market,
Colgate still remains the market leader but its market share has declined over the last two years.
Ramdev led Patanjali has tied up with Future group to increase the penetration of its products and
this venture result in intense competition between the two companies

7
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. Almost 10 year later, the homegrown venture
has grown 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 for the
rest of the world.

8
PATANJALI’S RESEARCH AND DEVELOPMENT

Patanjali Ayurved Ltd. has its own Research Institute. Before the laboratory was set up, the work of
clinical control in the field of Ayurveda could not take place ever at a large scale, which is why this
knowledge could not get global recognition. As a result, they have set up Patanjali Research Institute
where they have initially spent Rs. 100 crore rupees and a big chunk of it is being spent on research
works. There is an intense process of research. Any medicine is first tested in the laboratory, then
used on rats and rabbits and after their successful use of animals, it is used on humans. These types
of processes make the scientific facts of Ayurveda clear, and generate, a new hope for those patients
who have given up after long allopath treatment.

SWOT ANALYSIS

S-STRENGTH

1. Patanjali has grown at a rapid pace within a short span of time.

2. Extensive marketing has pulled people into accepting its products as a healthier and safer
option.

3. Strong brand ambassador with Baba Ramdev as its face helped boost the business
for Patanjali.

4. Patanjali offers new products, new style of marketing etc has changed the market dynamics.

5. More than 200,000+ employees with Patanjali.

6. Excellent word of mouth marketing has helped the brand grow.

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

9
O-OPPORTUNITIES

1. Patanjali can tap overseas market as Ayurveda is increasingly getting awareness.

2. Can enter more segments in personal hygiene, FMCG etc.
3. Can also diversify in apparels.

T-THREATS

1. Prominent FMCG players coming up with their own variants of ayurvedic products
2. Big players have their existing model which is sturdy, which can overcome new
competition from Patanjali.

PATANJALI KEY TO SUCCESS

Media attention:

Ramdev rose to national fame as a yoga guru through his programmes on TV channels - Sanskar in
2001 and Aastha from 2003. He readily acknowledges the role of the media in his rise. "Patanjali ko
bananey mein ek se 10 per cent humara role hai, baaki role media ka hai (My own role in the rise of
Patanjali is just one to 10 per cent, the rest of the credit goes to the media)," he told Business Today
website.

Less Price:

Patanjali products are available at an attractive discount as compared to their competition. The
company sources products directle from farmers and cuts on middleman to boost profits. Hence,
they are able to reduce their raw material procurement cost and are able to produce goods at a much
cheaper rate.

Retail outlets:
Initially, Patanjali shunned the conventional distribution network, preferring to rely on its own
channels of super distributors, distributors, Chikitsalayas (franchise dispensaries) and Arogya
Kendras (health centres which sell Ayurvedic remedies). Once it turned to retail outlets from 2011,
revenue began to multiply manifold.

10
Variety of products:

Already, a few Patanjali products have made major inroads - apart from desi ghee, its toothpaste
Dant Kranti, for instance, launched in March 2010, brought in revenues of Rest 200 crore in
2014/15. Patanjali has also ventured out to produce many other new items that were mostly
produced by foreign companies in recent months. Patanjali also sells toothpastes, unpolished
pulses and detergents.

Swadeshi factor:

Patanjali is happy to co-exist with indigenous companies, multinational ones are a different matter.
"Humara ek simple funda hai: MNCs ko replace karna (We have a simple principle: we want to replace
MNCs)," said Ramdev.

"We don't want to put anyone down, but we would like to instil swadeshi pride so that Indian
money does not go out of the country." He is aware that the competition is gunning for him.

Advertising:

Patanjali's own advertising was limited in the past, but has increased considerably of late, with ads
appearing on general entertainment TV channels (GECs) such as Star and Zee. The company has
also reached out to regional Southern channels.

11
 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

12
 CHAPTER – 2
LITERATURE REVIEW

13
REVIEW OF LITERATURE

CONSUMER PERCEPTION

Retailers aim to increase their sales by determining ha drives their customer’s purchase decision.
Consumer perception theory attempt to explain consumer behaviour by analysing 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 behaviour. 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 researchers concluded that consumer’s 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.

14
Benefit Perception
"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.

Conceptual Analysis of Customer Perception

Vishal Kumar Laheri, Research Scholar FMS, University of Delhi, Delhi, India. 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 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 questionnaire method in order

15
to reach the objectives of the research. 18 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.

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 process 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.

(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 theinteractions of two types of factors that are stimulus factors and individual
factors.

16
 CHAPTER - 3
OBJECTIVE OF THE STUDY

17
 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”.

18
 CHAPTER - 4
RESEARCH METHODOLOGY
&
DATA ANALYSIS

19
 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
SOURCES OF DATA:

The task of data collection begins after a research problem has been defined and research plan
chalked out. While deciding about the method of data collection to be used for the study, first of
all the sources of data must be very clear.
There are basically two sources of data.

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.

20
 Analysis of data and interpretation.
1) Different age group of respondent?

15-20 20-25 25-35 Above 35

50% 30% 10% 10%

AGE
15-20 20-25 25-35 Above 35

10%

10%

50%

30%

 The majority of the respondents were from the age group of 15-25 followed by
age group of 30 and above.

21
2) Have you used any Patanjali product?

Yes No

80% 20%

Yes No

20%

80%

 80% customers have used Patanjali products but 20% people are not used the
Patanjali products.

22
3) Do you agree Patanjali offers a large variety of products?

Strongly agree Agree Disagree Strongly disagree

25% 55% 10% 10%

Strongly agree Agree Disagree Strongly disagree

10%

25%
10%

55%

80% customers strongly agree that Patanjali offers large variety of products but 20%
customers think that Patanjali has not large variety of products.

23
 4) Do you that Patanjali products are of quality?

Strongly agree Agree Disagree Strongly Disagree

30% 57% 8% 5%

Strongly agree Agree Disagree Strongly disagree

9%

8%
29%

54%

 87% customers believe that Patanjali offers good quality of products but 13% people
are not satisfy with quality of products.

24
 5) Do you agree the prices of the Patanjali products are fair?

Strongly Agree Agree Disagree Strongly Disagree

45% 35% 10% 10%

Strongly agree Agree Disagree Strongly disagree

10%

10%

45%

35%

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

25
 6) Do you agree that the Patanjali products have appealing packaging?

Strongly agree Agree Disagree Strongly Disagree

30% 43% 18% 10%

Strongly agree Agree Disagree Strongly disagree

10%

30%

18%

42%

 73% customers believe that Patanjali products is good packing while 27% people is not
satisfied with the packaging.

26
7) Do you agree that Patanjali products have natural ingredients?

Strongly Agree Agree Disagree Strongly Disagree

30% 70% 0 0

Strongly agree Agree Disagree Strongly disagree

0%

30%

70%

 70% customers agree that Patanjali products have natural ingredients and 30% customers
are strongly agreed that Patanjali have natural ingredients.

27
 8) Do you agree that you are satisfied with the Patanjali products?

Strongly Agree Agree Disagree Strongly Disagree

22% 45% 19% 14%

Strongly agree Agree Disagree Strongly disagree

10%

23%

20%

47%

 67% customers are satisfy with Patanjali products while 33% customers are not
satisfy with Patanjali products.

28
 9) Do you agree that Patanjali products are chemical- free?

Strongly agree Agree Disagree Strongly Disagree

20% 50% 10% 20%

Strongly agree Agree Disagree Strongly disagree

11%
22%

11%

56%

 70% customers believe that Patanjali is a chemical free products while 30% people thinks
the Patanjali is not chemical free products.

29
10) How do you come to know about the
products?

Advertisement Recommendation Self-exploration

50% 30% 20%

Advertisement Recommendation Self-exploration

20%

50%

30%

 50% customers come to know about Patanjali through advertisement, 30% on

recommendation whereas 20% of self-Exploration.

30
CHAPTER - 5

31
 FINDINGS

The data collected through 100 questionnaires is analyzed. Out of 100 users, dominant portion i.e.
nearly 2/3rd. of the user’s age between 15-25 years. Looking at the gender distribution, 70% of
the users taken under study are females who can perceive to be more interested in buying herbal
cosmetics. In Occupation frequency, nearly half of the users are students who are pursuing studies
followed by35% of service class users.

 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 and 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.

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 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.

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 CONCLUSION

 Patanjali has given a headache to many marketers with its unconventional ways of marketing.
The Findings in the paper show that there are many significant factors that together make
up the buying decision of the product.
 Customers’ 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 above 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 advantageous position in market through spirituality element
involved in its products. However, it should not ignore the competitors like Naturals, pure
roots, Vindhya herbals.
 Patanjali in order to retain 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.
 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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 RECOMMENDATIONS

 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.

 From the analysis it is noted that certain category of products has less familiarity among its
customers. Publications of patanjali was not known by any of them. The company should
concentrate more on including all products when they are doing promotion and
advertisements.

 Patanjali has undertaken so many social welfare programmes. They are mostly unaware to its
consumers. Consumers will have a better perception towards the product if they are made
aware of such activities of company.

 The brand loyalty of consumers is found to be less on the basis of analysis. Hence proper
stock of products should be made available in outlets and also proper customer relations
should be maintained so that they wouldn‟t go for an alternative immediately.

 The satisfaction level of consumers on the affordability and advertisement was comparatively
low. The price if lowered slightly, the brand can attract more customers to use their product.
Also more attractive and informative advertisements can be made.

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 BIBLIOGRAPHY

Websites

 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 2008.

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Annexure
Customers Perception towards Patanjali Products

Name:-…………………… Age:-………… Add:-………………………………………….

Contact:-……………………… E-mail ID:-…………………………………………..
Gender:-…………………………… Income:-……………………………………..

1. Different age group of respondent?

a) 15-20
b) 20-30
c) 30-40
d) Above 40

2. Have you used any Patanjali product?

a) Yes
b) No

3. Do you agree Patanjali offers a large variety of products?

a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree

4. Do you that Patanjali products are of quality?

a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree

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5. Do you agree the prices of the Patanjali products are fair?
a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree

6. Do you agree that the Patanjali products have appealing packaging?

a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree

7. Do you agree that Patanjali products have natural ingredients?

a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree

8. Do you agree that you are satisfied with the Patanjali products?
a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree

9. Do you agree that Patanjali products are chemical- free?

a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree

10. How do you come to know about the products?

a) Advertisement
b) Recommendations
c) Self-exploration

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