Multidisciplinary Action Project Report

On

“A study on Consumers Awareness towards Patanjali Products with

Special Reference to Ram Enterprises Mega Store -Vesu, Surat.”

At

“Ram Enterprises Mega Store -Vesu, Surat”

Submitted to:

(704) Bhagwan Mahavir College of Management

Under the Guidance of:

Mr. Jaydeep Desai

(Asst. Professor)

In partial Fulfillment of the Requirement of the award of the degree of

Master of Business Administration (MBA) Offered by Gujarat
Technological University Ahmadabad

Prepared by:

Sejal Patel (177040592037)

Vasu Patel (177040592039)

Reena Patil (177040592041)

Sefy Abraham (177040592047)

Sneha Sharma (177040592050)

MBA (Semester - III)

Month & Year: NOVEMBER-DECENBER 2018

 DECLARATION

We hereby declare that the Multidisciplinary Action Project titled “A Study on

Consumers Awareness towards Patanjali Products with Special Reference to Ram
Enterprises Mega Store -Vesu, Surat.” Undertaken at Ram Enterprises Mega Store -
Vesu, Surat is a result of our own work and our indebtedness to other work
publications, references, have been duly acknowledged. If we are found guilty of
copying from any other report or published information and showing as our original
work, or extending plagiarism limit, we understand that we shall be liable and
punishable by the university, which may include being declared ‘Fail’ in the MAP
examination or any other punishment which the university may decide.

Enrollment No. Names Signature

177040592041 Reena S Patil

177040592037 Sejal U Patel

177040592039 Vasu A Patel

177040592047 Sefy A Simon

177040592050 Sneha M Sharma

Place: …….. Date: ……..

2
 INSTITUTE CERTIFICATE

“This is to certify that this Multidisciplinary Action Project Titled “A Study on

Consumers Awareness towards Patanjali Products with Special Reference to
Ram Enterprises Mega Store -Vesu, Surat.” is the bona fide work of Sejal Patel
(177040592037), Vasu Patel (177040592039), Reena Patil (177040592041), Sefy
Abraham (177040592047), Sneha Sharma (177040592050), who has carried out their
project under my supervision. I also certify further, that to the best of my knowledge
the work reported herein does not form part of any other project report or dissertation
on the basis of which a degree or award was conferred on an earlier occasion on this
or any other candidate. I have also checked the plagiarism extent of this report which
is ……… % and it is below the prescribed limit of 30%. The separate plagiarism
report in the form of html /pdf file is enclosed with this.

Rating of Project Report [A/B/C/D/E]:

______ (A=Excellent; B=Good; C=Average;
D=Poor; E=Worst)

Signature of the Faculty Guide/s

Mr. Jaydeep Desai

(Assistant Professor)

Signature of Principal/Director with Stamp of Institute

(Name of Principal / Director)

3
Date: __/__/____
Company / Organization Certificate<on Company’s Letterhead >

To whomsoever it may concern

This is to certify that the following students of Bhagwan Mahavir College

of Management (704) have successfully completed the Multidisciplinary
Action Project titled “A Study on Consumers Awareness towards
Patanjali Products with Special Reference to Ram Enterprises Mega Store
-Vesu, Surat” at “Ram Enterprises Mega Store -Vesu, Surat” during
October 10th, 2018 to November 24, 2018. The project was satisfactorily
carried out by the students, namely:

1. Sejal Patel (177040592037)

2. Vasu Patel (177040592039)
3. Reena Patil (177040592041)
4. Sefy Abraham (177040592047)
5. Sneha Sharma (177040592050)

Signature of the Organization Head

(Name and Designation of Head)

4
<Fifth Page> Plagiarism Report (Digital Receipt & Similarity Percentage Page)

5
 ACKNOWLEDGMENT

We would like to express our sincere gratitude to the people who have been a part of
this project right from its beginning, without whose support and guidance this project
would not have been completed.

We would like to thank Ram Enterprise, Vesu for allowing us to undergo summer
training in their mega store, and our sincere thanks to the mentor at Ram Enterprise,
Mr. Rajesh sir, their immense guidance has helped us a lot in the project. We would
also like to thank all the employees for their support in completion of my training.

We would like to express my deep sense of gratitude to my college Bhagwan Mahavir

College of Management. The success of this project is a result of sheer hard work and
determination put in by us with the help of our project guide Mr. Jaydeep Desai for
accommodating advice during the preparation of this project.

This training provided me lot of Experience. This will be helpful for my future. This
training is unforgettable for me and memorable event for my life.

However, we accept the sole responsibility for any possible error of our mission and
would be extremely grateful to the readers of this project report if they bring such
mistakes to my notice.

At last but not the least, we also grateful to Almighty because, without his blessings,
we would not have been able to complete my project.

-Sejal Patel (177040592037)

-Vasu Patel (177040592039)
-Reena Patil (177040592041)
-Sefy Abraham (177040592047)
-Sneha Sharma (177040592050)

6
 EXECUTIVE SUMMARY

Fast-moving consumer goods (FMCG) 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 offerings.

Customer perception is typically affected by advertising, reviews, public relations,

social media, personal experiences and other channels. Patanjali is one of the great
competitors of FMCG products in the market. The Indian herbal market is flooded
with numerous well-known and recognized herbal brands.

Consumers of this millennium have become more concerned about their health and
also inclined to maintain quality of life which is reflected through the preferential
consumption of those products that protects the good state of their health as well as
provide maximum satisfaction.

A healthy lifestyle India has become more inclined to Ayurvedic or Herbal therapy as
alternative health care for natural cure. The choice and usage of a particular brand by
the consumer over the time is affected by the quality benefits offered by the brand
especially when it comes to brand of eatable and cosmetics.

Consumer satisfaction is derived when he compares the actual performance of the

product with the performance he expected out of the usage. The primary objective of
this study is to Study on customer awareness on patanjali products, determine the
consumer’s attitude towards patanjali products and determine the expectation of
customers towards patanjali products.

The study has identified the different problems faced by the ram enterprises mega
store, vesu. And work for the solution of that problem and implemented the different
strategy to eliminate the problems and overcome those problems.

7
 TABLE OF CONTENTS
Sr. PARTICULARS Page
No.
No.
1 INDUSTRIAL PROFILE 11
1.1 Introduction to FMCG Industry 12
1.2 Introduction to FMCG Companies 14
1.3 Introduction of FMCG Industry at Global level 16
1.4 Introduction of FMCG Industry at National Level 16
1.5 Major players in FMCG Industry 17
2 COMPANY PROFILE 22
2. Introduction to Patanjali 22
2.1 Manufacturing facility and production 24
2.2 Competitive Scenario 24
2.3 Market for Patanjali Products 25
2.4 Expected Future Performance of Patanjali Products 26
2.5 Products which provided by Patanjali 26
3 THEORETICAL BACKGROUND 29
3. Introduction to Consumer Awareness 29
3.1 Meaning of consumer awareness 31
3.2 Need and importance of consumer awareness 31
3.3 Advantages and Disadvantages of Consumers Awareness 32
3.4 Building Customer Awareness 33
3.5 9 Ways to Build Customer Awareness through Marketing 36
3.6 Creating customer awareness and loyalty 39
3.7 13 Actionable Tactics for Boosting New Product Awareness 39
4 LITERATURE REVIEW 44
4. Literature Review 44
5 DIAGNOSIS PHASE 50
5. Diagnosis Phase 51
6. DESIGNS AND ANALYSIS PHASE 53

6. Designs and Analysis Phase 54

8
 6.1 Methodology adopted for data collection 54
6.2 Sources of Data 54
6.3 Data Collection Method 54
6.4 Sampling Design 54
6.5 Statistical Test used 56
6.6 Outline of Analysis 56
6.7 Limitation of the study 56
7 DATA ANALYSIS AND INTERPRETATION 57
7. Frequency Analysis 58
8. FINDINGS 87
9. IMPLEMENTATION PHASE 89
9.1 Identifying alternative courses of action 90
9.2 Determining the solution to be proposed 90
9.3 Methodology adopted for solution implementation 90
9.4 Project output 94
9.5 Tangible and intangible benefits delivered to the store 95
9.6 Future recommendation 98
CONCLUSION 99
REFERENCES 101
ANNEXURE 105

LIST OF TABLES
TABLE PAGE
SR. NO. PARTICULARS
NO. NO.
1 Familiar with Patanjali products 1 58
2 Aware about Ram Enterprises Patanjali
2 59
Store, Vesu.
3 How often visit the Ram Enterprises
3 60
Patanjali store, Vesu
4 Information about Ram Enterprises
4 62
Patanjali store, Vesu
5 Information about Patanjali products 5 63
6 From where do you buy Patanjali
6 65
products

9
7 Motives to buy Patanjali products 7 66
8 How many times you buy Patanjali
8 67
products
9 Factors impacting you towards purchasing
9 68
Patanjali products
10 Patanjali products have you used 10 72
11 Products, prefer to buy 11 74
12 Features influence you more to make a
12 77
purchase
What kind of food products do you
13 purchase from Ram Enterprises Patanjali 13 79
Store, Vesu
14 Improvements that are needed in Ram
14 80
Enterprises Patanjali Store, Vesu
15 Gender 15 84
16 Age 16 84
17 Education qualification 17 85
18 Occupation 18 85
19 Monthly income 19 86

LIST OF FIGURES

FIGURE PAGE
SR. NO. PARTICULARS
NO. NO.

1 Familiar with Patanjali products 1 58

Aware about Ram Enterprises Patanjali
2 2 59
Store, Vesu.
How often visit the Ram Enterprises
3 3 61
Patanjali store, Vesu
Information about Ram Enterprises
4 4 62
Patanjali store, Vesu
5 Information about Patanjali products 5 64
From where do you buy Patanjali
6 6 65
products
How many times you buy Patanjali
7 8 67
products

10
 Chapter 1:

INDUSTRIAL PROFILE

11
 1. Introduction to FMCG Industry

Fast-moving consumer goods (FMCG) sector is the 4th largest sector in the Indian
economy with Household and Personal Care accounting for 50 per cent of FMCG
sales in India. Growing awareness, easier access and changing lifestyles have been the
key growth drivers for the sector. The urban segment (accounts for a revenue share of
around 55 per cent) is the largest contributor to the overall revenue generated by the
FMCG sector in India However, in the last few years, the FMCG market has grown at
a faster pace in rural India compared with urban India. Semi-urban and rural segments
are growing at a rapid pace and FMCG products account for 50 per cent of total rural
spending.

 Market Size
The Retail market in India is estimated to reach US$ 1.1 trillion by 2020 from
US$ 840 billion in 2017, with modern trade expected to grow at 20 per cent - 25 per
cent per annum, which is likely to boost revenues of FMCG companies. Revenues of
FMCG sector reached Rs 3.4 lakh crore (US$ 52.75 billion) in FY18 and are
estimated to reach US$ 103.7 billion in 2020.

 Investments/ Developments
The government has allowed 100 per cent Foreign Direct Investment (FDI) in food
processing and single-brand retail and 51 per cent in multi-brand retail. This would
bolster employment and supply chains, and also provide high visibility for FMCG
brands in organised retail markets, bolstering consumer spending and encouraging
more product launches. The sector witnessed healthy FDI inflows of US$ 13.63
billion, during April 2000 to June 2018. Some of the recent developments in the
FMCG sector are as follows:

 Patanjali will spend US$743.72 million in various food parks in Maharashtra,

Madhya Pradesh, Assam, Andhra Pradesh and Uttar Pradesh.
 Dabur is planning to invest Rs 250-300 crore (US$ 38.79-46.55 million) in
FY19 for capacity expansion and is also planning to make acquisitions in the
domestic market.

12
  In May 2018, RP-Sanjiv Goenka Group created an Rs 1 billion (US$ 14.92
million) venture capital fund to invest in FMCG start-ups.
 In August 2018, Fonterra announced a joint venture with Future Consumer Ltd
which will produce a range of consumer and foodservice dairy products.

 Government Initiatives
Some of the major initiatives taken by the government to promote the FMCG sector in
India are as follows:

 The Government of India has approved 100 per cent Foreign Direct
Investment (FDI) in the cash and carry segment and in single-brand retail
along with 51 per cent FDI in multi-brand retail.
 The Government of India has drafted a new Consumer Protection Bill with
special emphasis on setting up an extensive mechanism to ensure simple,
speedy, accessible, affordable and timely delivery of justice to consumers.
 The Goods and Services Tax (GST) is beneficial for the FMCG industry as
many of the FMCG products such as Soap, Toothpaste and Hair oil now come
under 18 per cent tax bracket against the previous 23-24 per cent rate.
 The GST is expected to transform logistics in the FMCG sector into a modern
and efficient model as all major corporations are remodeling their operations
into larger logistics and warehousing.

 Road Ahead
Rural consumption has increased, led by a combination of increasing incomes and
higher aspiration levels; there is an increased demand for branded products in rural
India. The rural FMCG market in India is expected to grow to US$ 220 billion by
2025 from US$ 23.6 billion in FY18. In FY18, FMCG’s rural segment contributed an
estimated 10 per cent of the total income and it is forecasted to contribute 15-16 per
cent in FY 19. ^
On the other hand, with the share of unorganised market in the FMCG sector falling,
the organised sector growth is expected to rise with increased level of brand
consciousness, also augmented by the growth in modern retail.
Another major factor propelling the demand for food services in India is the growing
youth population, primarily in the country’s urban regions. India has a large base of

13
young consumers who form the majority of the workforce and, due to time constraints,
barely get time for cooking.
Online portals are expected to play a key role for companies trying to enter the
hinterlands. The Internet has contributed in a big way, facilitating a cheaper and more
convenient means to increase a company’s reach. It is estimated that 40 per cent of all
FMCG consumption in India will be online by 2020. The online FMCG market is
forecasted to reach US$ 45 billion in 2020 from US$ 20 billion in 2017.
It is estimated that India will gain US$ 15 billion a year by implementing the Goods
and Services Tax. GST and demonetisation are expected to drive demand, both in the
rural and urban areas, and economic growth in a structured manner in the long term
and improve performance of companies within the sector.1

1.2 Introduction to FMCG Companies

The Fast Moving Consumer Goods (FMCG) industry primarily deals with the
production, distribution and marketing of consumer packaged goods, i.e. those
categories of products that are consumed at regular intervals. Examples include food
& beverage, personal care, pharmaceuticals, plastic goods, paper & stationery and
household products etc. The industry is vast and offers a wide range of job
opportunities in functions such as sales, supply chain, finance, marketing, operations,
purchasing, human resources, product development and general management.

In India, the FMCG industry is the fourth largest sector with a total (organized)
market size of over US$15 billion in 2007, as per ASSOCHAM, and can be classified
under the premium and popular segments. The premium segment (25%) caters mostly
to the higher/upper middle income consumers while the price sensitive popular or
mass segment (75%) consists of consumers belonging mainly to the semi-urban or
rural areas that are not, and cannot afford to be, brand conscious. The market growth
over the past 5 years has been phenomenal, primarily due to consumers’ growing
disposable income which is directly linked to an increased demand for FMCG goods
and services. Indeed, it is widely acknowledged that the large young population in the
rural and semi-urban regions is driving demand growth, with the continuous rise in

https://www.ibef.org/industry/fmcg.aspx
1

14
their disposable income, life style, food habits etc. On the supply side, the wide
availability of raw materials, vast agricultural produce, low cost of labour and
increased organized retail have helped the competitiveness of players.

FMCG sector in India play a very important role in economy. It is the fourth largest
sector in our economy with a market size of more than US$ 13.1 billion. It has a
strong MNC presence and is characterized by a well-established distribution network,
intense competition between the organized and unorganized segments and low
operational cost. There are more comparative advantage to FMCG companies in India
as raw material availability, cheaper labour cost, and presence across the entire value
chain. FMCG companies are among the top contenders that pursue the brand
positioning process to establish their products in the market. Despite recent
inflationary pressures and price hikes, various FMCG companies continued their
growth momentum through product diversification and introducing new variants of
the existing products. Moreover the FMCG companies are also successful in passing
on the increasing cost to consumers through a well-thought-out blend of price hikes,
reduction in packaged size and alternative product mix. The FMCG market is set to
treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015.

 Objectives of FMCGs Companies

With keeping in view the importance of FMCGs in India’s economic and social
development, the study generally aims at evaluating the financial performance of the
two leading FMCG companies – Britannia Industries and Dabur India, over a period
of 10 years (2000-01 to 2009-10).

The specific objectives of the study are:

 To study the profitability and liquidity trend of the selected FMCG companies.
 Comparative analysis of the selected companies based on the given ratios.
 To analyse the factors determining the behaviour of profitability and
liquidity.2

2
https://www.ukessays.com/essays/marketing/introduction-to-the-fmcg-companies-marketing-
essay.php

15
1.3 Introduction of FMCG Industry at Global level

The “FMCG Industry Business Confidence Report H1 2018″The existing economic

environment is stable for the FMCG industry during H1 2018 (February 2018-July
2018). Globally, 40% of respondents indicate a stable economic state in H1 2018;
while 46% highlight that the prevailing economic conditions are favorable for the
FMCG industry.

Increasing implementation of digitalization techniques along the procurement and

distribution cycle, a growing e-commerce market, and changing lifestyles in
developing markets drive the FMCG market. In H1 2018, 53% of executives expect
an optimistic change in consumer confidence. On the other hand, industry executives
foresee a 3.7% rise in the price of raw materials.

Additionally, new competition and threat of substitute products are important

concerns for respondents with business operations in North America.3

1.4 Introduction of FMCG Industry at National Level

Fast-moving consumer goods (FMCG) sector is the 4th largest sector in the Indian
economy with Household and Personal Care accounting for 50 per cent of FMCG
sales in India. Growing awareness, easier access and changing lifestyles have been the
key growth drivers for the sector.

The urban segment (accounts for a revenue share of around 55 per cent) is the largest
contributor to the overall revenue generated by the FMCG sector in India.

The Retail market in India is estimated to reach US$ 1.1 trillion by 2020 from
US$ 840 billion in 2017, with modern trade expected to grow at 20 per cent - 25 per
cent per annum, which is likely to boost revenues of FMCG companies. Revenues of
FMCG sector reached Rs 3.4 lakh crore (US$ 52.75 billion) in FY18 and are
estimated to reach US$ 103.7 billion in 2020.4

https://www.reuters.com/brandfeatures/venture-capital/article?id=38913
3

https://www.ibef.org/industry/fmcg.aspx
4

16
1.5 Major players in FMCG Industry

1. Hindustan Unilever Limited (HUL)

The company has a wide range of products in the categories like food and beverages,
personal care, home care and water purifying segments. The company has more than
35 prestigious brands like Dove, Knor, Lifeboy, Ponds, Lakme, Surf Excel, Elle18,
Broke Bond, Kwality, Sunlight and much more.

2. Colgate-Palmolive

This is an American company that operates worldwide in the consumer product

segment. Company’s most popular and successful product is Colgate toothpaste.
Basically, the company operates in the soap, detergent, and oral hygiene products.

The company has a long prestigious history in the FMCG industry globally. The
company has done everything that it takes to be a great and successful company in the
industry.

17
 3. ITC Limited

ITC stands for India Tobacco Company. Apart from the fast moving consumer items
the company operates in the hospitality, paper, packaging, agri-business, and IT
sectors. In the FMCG segment, the company has a wide range of products. The list
includes Foods, Personal Care, Cigarettes and Cigars, Branded Apparel, Education
and Stationery Products, Incense Sticks and Safety Matches. Some of the most
popular product brands are Ashirvaad Atta, Bingo chips, Savlon, Mangaldeep
agarbatti, Wills, Fiama, Vivel etc.

4. Nestle

Basically, Nestle is a Swiss company having the headquarter in the Switzerland.

Nowadays, Nestle is one of the largest food company globally. The company has
more than 140 years of experience in the food manufacturing and distribution industry.

The company deals with a wide range of products in different segments. Basically, the
milk products and nutrition, beverages, prepared dishes and cooking aids, chocolates
and confectionery, vending and food services are the major operational segments of
the company. Every day, Nescafe, KitKat, Maggi, Milkmade, Nestea, Munch is the
most popular brands of the company.

18
 5. Parle Agro

Parle Agro is an Indian company. Basically, the company operates in the food and
beverages industry. The company has several popular brands in the beverages and
confectionery segment. Some of the most popular products are Frooti, Appy Fizz,
Hippo, Parle G, Bailley etc.

The company has made the position in the consumer interest through the biscuit and
canned fruit juice items majorly.

6. Britannia Industries Limited

Britannia is an Indian Company. And the company has won the heart of millions for
its delicious and nutritious bakery products. We all know the popular tagline of the
company “Eat Healthy, Think Better”.

For the excellent work in the industry, the company has won Golden Peacock
National Quality Award and the Ramakrishna Bajaj National Quality
Award. Britannia is recognized as one of the most trusted, valuable and popular
brands among Indian consumers in various reputed surveys.

19
 7. Marico Limited

Basically, Marico operates in the beauty and wellness industry. Currently, the
company has the glorious presence in 25 countries throughout the world. Marico deals
with numerous multiple brands in the categories of hair care, skin care, edible oils,
health foods, male grooming, and fabric care.

Parachute is the flagship brand of Marico. Company’s’ other popular and successful
brands are Saffola, Hair & Care, Nihar, Nihar Naturals, Livon, Set Wet and Mediker.

8. Procter & Gamble

Procter & Gamble (P&G) has a prestigious and popular history in the Indian FMCG
industry. Basically, it is an American consumer goods company. The company is
founded in 1837 by William Procter and James Gamble.

The company operates the manufacturing and distribution business in more than 25
countries throughout the world. Some of the most successful brands are AmbiPur,
Ariel, Duracell, Gillette, Olay, Pampers, Head & Shoulders, Vicks, and Tide etc.

20
 9. Godrej Group

The Godrej Group is an Indian conglomerate. Broadly, the company operates in the
chemicals, consumer goods, agro-based and service based sectors. Also, the company
has reputed footprint in the construction and real estate industry.

Company’s’ some of the most successful consumer brands are Good Night, Ezee,
Godrej Nupur, Cinthol, Hit, Godrej Expert, Godrej Aer etc. Apart from India, the
company is the second largest player in Indonesia and now expanding the footprint in
Africa.

10. Amul

Amul is one of the most reputed and prestigious Indian brands in the food and
beverages consumer goods sector. Additionally, the company has been a pioneer in
the fields of the departments of milk and milk products. Almost every Indian knows
the company as The Taste of India – the most popular tagline of Amul.

Under the brand name Amul, the company has a wide range of consumer food items.
This list includes packaged milk, butter, cheese, ice cream, dahi, ghee, milk powder,
chocolates etc.5

https://nextwhatbusiness.com/top-fmcg-companies/
5

21
 Chapter 2:

COMPANY PROFILE

22
 2. Introduction to Ram Enterprises Mega Store:

Vision

To be the first choice information provider for people & businesses.

Mission

To create a nationwide Community of Users benefitting from our:

 Web Portal, Mobile Application and Helpline Number

 Passionate and Dedicated Field Force and Business Associates
 Exceptional Customer Service
 Various Loyalty Programs.6

6
https://callme.co.in/en/vadodara/patanjali-mega-store-m-s-ram-enterprises-shop-no-3-ground-
floor-milano-mile-stone-someshwara-char-rasta-
vesu_hyugPTDJ/2976044/156762947?kp=1&sct=750&swrd=patanjali-herbal-
soap&swid=14489&smid=39060

23
2.1Business operations

Introduction

A recognized branch of the group, Ram Enterprises Patanjali Store in Vesu set its foot
in this particular locality in 2013. Owned by the highly recognized Patanjali Ayurveda
Limited Company, this establishment makes available an assortment of products in
the categories of food, skin care, hair care and Ayurvedic medicines among others. It
also sells DVDs, audio cassettes and books on yoga and Yogic science, natural
methods of healing and their likes. All of the products have company holograms on
them which prove that they are 100 percent authentic and reliable for use. Patanjali
products are herbal based owing to which they have a high demand in the market. The
brand promises 100 percent customer satisfaction as the products are made with
natural ingredients, all sourced from authentic sources. The shop holds a favourable
location on Vesu Main Road, Vesu Main Road due to which surrounding places can
easily travel back as the locality enjoys a sound transportation network.

2.2Services Offered at Ram Enterprises Patanjali Mega Store

Ram Enterprises Patanjali Store in Surat enjoys a commodious shop that is well-
managed by a team of professionals with ample knowledge on individual items.
Customers can choose from a wide selection of Patanjali products in the categories of
Natural Health Care, Natural Food Products, Ayurvedic Medicine, Herbal Home Care
and Natural Personal Care. All of the products come with the guarantee of the brand
which further reinstates the genuineness and credibility of the products sold under its
roof. 7

7
https://www.justdial.com/Surat/Patanjali-Store-Near-Jolly-Residency-Vesu/0261PX261-X261-
160919115524-T8A6_BZDET

24
 2.3 Introduction to Patanjali

Patanjali Ayurved Kendra Ltd was founded by Swami Ramdev and Acharya
Balkrishna on September 27th, 2007. It started its operation in Kathmandu, Nepal to
provide holistic, natural and effective ayurvedic treatment. Patanjali Ayurved Limited
(PAL) has three manufacturing units at Haridwar, Uttarkhand with its registered
office in New Delhi. The initial project of Ramdev was his Patanjali Yogpeeth and
since its inauguration in 2006, it has been labelled as one of the largest centres for
research on yoga and ayurveda in the world.

25
 2.4 Manufacturing facility and production:

The central government and Patanjali had invested INR ~million and INR ~ million
respectively, in the Food and Herbal Park at Haridwar. It has been estimated that ~
individuals will get direct employment and two lakh people will benefit indirectly
from the park. The park will produce agricultural products, products related to nature
and products related to herbs and plants. The food park has the current capacity to
produce ~ tons per month of food and supplements, ~` tons per month of juices and
candies, ~ tons per month of cosmetics and herbal products. It requires 1.72 lakh
metric tons per year of raw material as an input. As part of the company’s future
strategy to increase supply and target a larger customer base, PAL plans to set up
manufacturing units in each state with an investment of INR 500 million to INR 1,000
million.

2.5 Competitive Scenario

In the FMCG market, the Q4 results for FY’2015-2016 indicate that sales volume is
not growing as rapidly as expected. The growth margins have diminished and have
taken a toll on all major companies. HUL’s revenue growth has been consistently
falling in the past seven quarters from ~% in quarter ending June 2014 to ~% in
quarter ending December 2015. During the same period, ITC’s FMCG business has
fallen from ~% to ~% in terms of revenue growth. PAL’s competitors have received
its entry in good health as they believe that the revival of their ‘herbal trend’ could

26
help them reap higher profits from increasing sales in this segment. Emami had
recently acquired Kesh King (medical hair oil brand) and was about to take over
Indulekha (hair oil), before losing out to HUL in the bidding. HUL has also revived
its Ayush portfolio of brands apart from getting back into the herbal hair oil category.

2.6 Market for Patanjali Products

PAL, which started as a small pharmacy, has expanded to sell the full range of
consumer categories, from edible oils, biscuits and noodles to toothpaste, hair, skin
care products and groceries. The revenue from the sale of PAL products increased
from INR ~ million in FY’2010 to INR ~ million in FY’2015, achieving a CAGR of
65.7% during the same period.

Personal Care segment contributed the highest to PAL’s revenue (~), amounting to
INR ~ million in FY’2015. Nutrition and supplements came in second with a
percentage of ~percent and added INR ~ million to PAL’s overall revenue. PAL’s
budding grocery segment accounted for a share of ~% of total revenue, amounting to
INR ~ million in FY’2015. Home care (~ %), Ayurvedic medicines (~ %) and Health
Care (~ %) contributed INR ~ million, INR ~million and INR ~ respectively, to the
overall revenues of the company. The sale of books, CD’s, Mp3, DVD’s and VCD’s
are classified under the ‘others’ category and accounted for ~% of PAL’s overall
revenue, amounting to INR ~ million in FY’2015.

27
 2.7Expected Future Performance of Patanjali Products

The growing demand for organic products and rising health concerns have caused
individuals to prefer detergents, soap and hand wash without any added chemicals.
Future estimates indicate the growth in this category, however, it has been forecasted
that toiletries will contribute ~% to Patanjali’s overall revenue. Hair oil and
Patanjali’s shampoo are expected to boost the revenues generated from the hair care
segment and is projected to contribute ~% to Patanjali’s overall revenue. Majority of
revenue generated by the hair care segment comes from the northern region of the
country. The rising demand for herbal and organic products will see an augmenting
demand for Patanjali’s toothpaste in the future, especially from the rural market and
this is expected to boost revenues of this segment to INR ~ million by FY’2020. On
the assumption that Patanjali will manufacture and sell new lines of body lotion and
face wash, targeting men and children will help further boost the contribution of the
body care segment to Patanjali’s overall revenue with a share of ~% by FY’2020.

2.8Products which provided by Patanjali

Patanjali Ayurved Limited produces herbomineral heal care products, dental care
products, food products, cosmetics, toiletries, hair care products, and other products.
It offers food and beverages, such as flour, ghee, confectionary, oil, pickles, honey,
spices, juices, and sharbats; personal care products, which include soaps, boby creams,
mehandi, hand washes, toothpaste, body oils, rose water, etc.; ayurvedic products,
which include general-digestives and chyawanprash; and other-capsules, churnas, etc.
The company offers ayurvedic products for the treatment of cancer, AIDS, diabetes,
arthritis, thyroid, and more. It provides its products through distributors, mega-stores,
and chikitsalaya.

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 Chapter 3:

THEORITICAL BACKGROUND

29
3 Introduction to Consumer Awareness
Consumer Awareness is an act of making sure the buyer or consumer is aware of the
information about products, goods, services, and consumers rights. Consumer awareness
is important so that buyer can take the right decision and make the right choice.
Consumers have the right to information, right to choose, right to safety.i

The understanding by an individual of their rights as a consumer concerning available

products and services being marketed and sold. The concept involves four categories
including safety, choice, information, and the right to be heard.

The first declaration of consumer rights was established in the US in 1962. Consumer
activist Ralph Nader Is referred to as the father of the consumer movement.ii

Consumer awareness, which refers to a buyer's knowledge of a particular product or

company, allows the buyer to get the most from what he buys. Consumers can make
well-informed choices about what to buy and how much to spend when they have
product information. Consumers benefit from knowing their rights and reviewing
alerts and warnings.

 Product Information

Consumers can benefit from information about products that comes from third parties
unrelated to the company that sells the product or service. Consumer-review websites,
such as Consumer World, provide price and feature comparisons of products and
information on shopping.

 Agencies and Groups Can Help

Government agencies and consumer groups often begin consumer-awareness

campaigns to help people understand new products in the marketplace. Examples of
this include the Food and Drug Administration (FDA) giving consumers information
on food product labels and the 2009 conversion from analog to digital television.

 Consumer Rights

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Consumer-rights awareness helps consumers know what to expect from companies
that supply products and services. The Federal Trade Commission provides consumer
awareness information. One of its aims is to help consumers avoid being scammed or
ripped off and exercising consumer rights when needed For instance, the FTC helps
you understand your rights in buying a car, financing a car, and any rights you would
have if you defaulted on your loan.
 Fraud Warnings

Consumer warnings are a part of consumer awareness. Knowing about fraud alerts,
identity scams and deceptive practices by retailers can help protect consumers when
making purchases. The FTC website “Deter, Detect, Defend” gives consumer
resources that help them understand what identity fraud is as well as recognizes it and
knows what to do about it.

 Safety Awareness

Consumer awareness can increase safety and even save lives. The U.S. Consumer
Product Safety Commission is a resource for information on safety of products,
including recalls of equipment and safety warnings. The organization has recalled
such items as girls' hooded sweatshirts with drawstrings because of a strangulation
hazard and baby slings because of the risk of suffocation.iii

3.1Meaning of consumer awareness

In this age of capitalism and globalization, the main objective of each producer is to
maximize his profit. In each and every possible way the producer are trying to
increase the sale of their products. Therefore, in fulfillment of their aim they forget
the interests of consumer s and start exploiting them for example –overcharging,
under weighing, selling of adulterated and poor quality goods, misleading the
consumers by giving false advertisement etc.

Thus in order to save himself from being cheated, it is necessary for a consumer to be
aware. In this way, consumer awareness means creating awareness of a consumer
towards his rights and duties.

3.2 Need and importance of consumer awareness

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It has been observed very often that a consumer does not get right goods and services.
He is charged a very high price or adulterated or low quality goods are sold to him.
Therefore it is necessary to make him aware. Following facts classify the need of
making consumers aware:
1. To achieve maximum satisfaction: The income of every individual is limited. He
wants to buy maximum goods and services with his income. He gets full satisfaction
only by this limited adjustment. Therefore it is necessary that he should get the goods
which are measured appropriately and he should not be cheated in any way. For this
he should be made aware.

2. Control over consumption of harmful goods: There are several such goods
available in market which cause harm to some consumers. For example we can take
goods like cigarette, tobacco, liquor etc. The consumer education and awareness
motivate people not to purchase such goods which are very harmful for them.

3. Motivation for saving: The awareness controls people from wastage of money and
extravagancy and inspire them to take right decision. Such consumers are not
attracted by sale, concession, free gifts, attractive packing etc. due to which people
can use their income in a right way and can save money.

4. Knowledge regarding solution of problems: The consumers are cheated due to

illiteracy, innocence and lack of information. Therefore it becomes necessary that the
information about their rights should be provided to them so that they cannot be
cheated by producers and sellers. Through consumer awareness they are also made
known to the proceedings of laws so that they can solve their problems.

5. Construction of healthy society: Every member of the society is a consumer. So,

if the consumer is aware and rationale, then complete society becomes healthy and
alert towards their rights.iv

3.3Advantages and Disadvantages of Consumers Awareness

 Advantages for consumers

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The Regulations Relating to the Labeling and Advertising of Foodstuffs, No R 146 of
the Foodstuffs, Cosmetics and Disinfectants Act, 1972 (Act 54 of 1972) have the
following advantages (among others) for consumers:

• They specify a standard method of conveying information about foodstuffs to the

consumer. As of next year, all food labels and advertising will have to conform to the
same format. After 1 March 2012, all the superlatives and often ludicrous claims used
on food labels and in advertising will disappear.

• They will ensure a fair comparison between products.

• They enforce truthful descriptions and prevent the propagation of misleading and
ambiguous messages regarding the characteristics of the foods and beverages that are
on sale to the public in South Africa.

• If a food manufacturer includes a ‘Typical Nutritional Information Table’ on a food

label, he will be allowed to state that the given food is ‘A source of’, or ‘High in’ or
‘Low in’ or ‘Virtually free of’ or ‘Free of’ a given nutrient or nutrients.

This will enable consumers to check which foods they elect to purchase if they are,
for example, looking for foods that are low in fat or high in vitamins, etc.

 Disadvantages for consumers

Regulations No. R 146 does, however, have a number of weaknesses which may
disadvantage consumers in this country.

One of the most serious drawbacks is that fact that a whole range of food product
label and advertising issues are not yet addressed in R. 146, and theoretically all the
food properties listed below will not be able to be communicated to the public.v

3.4 Building Customer Awareness

Customer awareness is a part of a company’s marketing & communications plan. It is

a process that helps an entrepreneur educates customers about his/her company, its
performances and the products or services his/her company delivers. A well-designed
awareness program ensures better customer engagement and protects consumer
welfare.

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  Top Objectives of a Customer Awareness Program

 Understand which category of customers would be interested in the product or service

you’re planning to sell.

 Prepare an effective marketing and advertising plan to reach the target consumer
segment.

 Help customers find out your products and services.

 Convey a clear message explaining the strengths and benefits of your products.

 Gain consumer’s trust by helping them understand how the product will solve their
respective problems.
 How Important is Building a Smart Customer Awareness Program?

Today, a corporation operates in a highly competitive environment. If an entrepreneur

wants its target consumers to know about its innovations and prioritize its products
over the similar category products that its competitors sell, it has to build a good
customer awareness process.

An entrepreneur needs a solid customer awareness plan to reach maximum numbers

of potential customers and create a product demand. However, it will not happen if a
company doesn’t communicate with the customers effectively. When building
customer awareness, a company has to put across its USP and solve the pain point of
the customers.

Building customer awareness is important because consumers have a right to know

why they should buy your product, what its benefits are and how safe it will be to use
your product.

As a marketer, if your product is the obvious solution to an obvious problem, your job
is relatively straightforward. You simply need to show the customer why your product
is the best one out there. Often the easiest way to do this is by demonstrating your
USP; sometimes you can also compete on price. Either way, if your customer is
already looking for the product or service you offer, and not attached to any particular
brand, all you have to do is convince them that your brand does it best.

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 This is where the old saying comes from: "Build a better mousetrap and the world will
beat a path to your door."vi

 3 Steps to Building Customer Awareness

When building customer awareness, an entrepreneur determines his/her target market,

uses a very specific marketing tool or channels to engage and communicate with the
consumers and help them increase product and service knowledge.

The three major steps that a customer awareness program includes can be explained
as below –

1. In the first stage, a company creates awareness by pointing out the pain point of the
customers. The company needs to talk more about the problem at this stage. The
intention is to make consumers aware of the prevailing problem if they’re not already.
Raise awareness using a very logical message.

2. Give customers a solution to that problem in the second step. Get customer’s attention
by presenting your solution as the best way to solve the respective problem.

3. Present your product or brand as the best solution to the problem in the third stage. As
the customers will know the problem they are facing by this time, it will be easy for
them to understand that they can overcome the problem with the help of your brand.vii

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3.5 9 Ways to Build Customer Awareness through Marketing

1. Well-designed Logo

Creating an image or symbol that represents a key aspect in building customer

awareness. Your logo is the face of your company and helps distinguish you from
your competitors. When a prospect first comes across your company on the web, or
meets you at a tradeshow and takes a business card home, your logo is the main thing
they will remember. Not only should your logo have a simple design, but the colors
should represent the mood and personality of your brand. Bright colors like lime
green and yellow are going to create a different mood in the mind of the viewer than a
dark maroon or navy blue.

2. Positive references via WOM (word of mouth)

Word of mouth communication is one of the most underestimated ROI generators for
businesses. People are oftentimes easily influenced by what others around them say or
feel. Building customer awareness through positive references is so important. In the
business world, word travels quickly about a great company in the industry. But
sometimes, word can travel even faster about a bad experience. You never want to put
yourself in a tough position. Trying to keep your company in a positive atmosphere

36
by hiring the right employees, speaking positively of your products and services to
others, and expressing your passion for what you do, will all help keep positive word
of mouth communication spreading.

3. Social Media

LinkedIn, Facebook, Twitter, Google+, and your other social media properties
represent key components for your marketing strategy success in this world of
technology today.

4. Claiming Rights

Even if you decide to only use, let’s say LinkedIn and twitter, on a weekly basis,
claiming ownership of the other social platforms isn’t a bad idea. This way, no other
social media users can create a false account for your company.

5. Professionalism

Keep your posts professional and concise. Maybe you published a new blog or white
paper last week, considers promoting the piece to your followers across social media.
When creating captions for your social posts, use one or two sentences that intrigue
the reader to click the link and learn more. Engaging with your customers not only
helps with building positive brand awareness, but it helps tighten that company vs.
customer relationship.

6. Monitoring

Because social media allows followers to comment, like, and favourite posts,
interested Customers or prospects on the web are most definitely engaging with your
brand. Sometimes, all they need to be converted from a prospect to a customer is a
little push. The push from your brand can be as simple as a retweet on twitter or even
a comment on Facebook. When a customer knows that your company is intriguing
with them as much as they are interacting with you, it brings a lot of comfort and ease
to their mind.

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 7. Repetition & Memory

Think about the physiology behind the human brain, when it comes to memory. If
your prospects subconsciously glance at your logo when it pops up in a Facebook ad,
or hear your name on the radio before they know what your company is and what
kinds of products or services you provide, they will start to remember.

Then, when they see your products in the store, come across your website while
searching the Internet, or see a commercial on TV, they will remember seeing you
before.

This repetition creates excellent customer awareness and social media can assist with
getting your name and brand out there in front of your audience’s eyes consistently.

8. Blogging

Generating content for others to find is absolutely necessary when it comes to

customer awareness. Without blog content online for people of interest discover, your
prospects may not know anything about your brand.

Aside from your website, your blog represents your face on the web and blogs allow
for readers to comment on articles.

9. Resolving Issues through Customer Service

Sometimes, customers appreciate the little things. If a customer is experiencing an

issue or problem, having your customer service assist them with as little pain for the
customer as possible is ideal. If customers’ issues are resolved with little effort for
them, they will most likely buy your products or services again and refer you to others.
If they have a hard time, they will never purchase from you again and will probably
speak negatively of your company to others.

Even if complaints or issues do not happen often, they will probably happen once in a
while for just about every company out there.

Therefore, being prepared for how to deal with unhappy customers will put you ahead
of your competitors. Customers will remember you if their experience was positive.viii

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 3.6 Creating customer awareness and loyalty

The company uses a variety of means to raise customer awareness of the AVERY
brand and its products. These include:

 Advertising - Sending messages through the media to inform or influence the people
who receive them.
 Distribution - The process of making goods available for consumers.
 Consumer support -Providing a range of services both before and after sales have
taken place to ensure that customers are happy with the products they have purchased.
 Consumer loyalty- Developing long-term relationship with customers.
 Trade support- Providing the help that distributors require to enter and develop
markets.
 An active web site - Providing information and enablement through free software
downloads.
 Another of the means by which to create brand awareness is through Alliances, which
include templates within software products. For example, opening Microsoft Word
and looking under tools, envelopes and labels, will reveal the company’s product
codes.ix

3.7 13 Actionable Tactics for Boosting New Product Awareness

You put all the time and energy into designing and manufacturing a new product for
your ecommerce store, and you’re finally ready to add it to your website and start
selling it to customers. It takes time, money, and the willingness to test a variety of
tactics aimed at getting your new products in front of the right people.

Here are 13 product awareness tactics worth trying the next time you’re ready to
launch a new product on your ecommerce store.

1. Send an Email to Your VIP Customers

Before launching any new product, the first thing you should do is send an email out
to your most loyal and active customers. These are your raving fans—the people who
come back to you over and over again to buy your products. The purpose of this email

39
is to get your brand advocates (the people who are most likely to trust you and buy
from you) to order your new product before anyone else.

To drive sales using this tactic, write an email that makes this select group of people
feel special. Help them understand that the first batch of inventory for this new
product is extremely limited and that you need their help testing it out before you can
release it to everyone else publicly on your website. You could also offer a big
discount or promotional code in the email as an additional incentive to get this group
of people to buy.

2. Plan a Photo-Shoot Day

Successful product launches today are all about the visuals. You can’t expect to drive
sales on any new products unless your prospective customers can get a crystal clear
idea of what it is that you’re selling—what it looks like, what it might feel like, how it
functions, etc. To succeed, you need to have great visuals. Well before you launch
your pro8duct, spend an entire day capturing and editing visual content about your
products.

To cover all your bases, you should think about the types of photos, videos, gifs, and
interactive media you’ll need for your marketing efforts. Think about all the visuals
you want to include on your product page, but also think about the types of imagery
you want to have when you’re ready to talk about your new product on social media,
in advertising, and in email campaigns.

3. Leverage Influencers

As the ecommerce space becomes a lot more competitive, more and more online
retailers are hiring and working with influencers who can help them tap into new
audiences. To sell products online today, you can’t just have a functional ecommerce
store—to succeed, you also need to be able and willing to build community around
your products. You also have to be willing to participate.

By working with influencers, you can gain immediate credibility and trust in
communities that you might not have much influence in yet. This can be extremely

40
useful if you’re launching a new product and don’t yet have raving fans or loyal brand
advocates who can help ensure a successful launch.

4. Tell the Origin Story

Storytelling is another big part of what makes ecommerce brands successful today.
Again, online consumers today don’t just want to buy products—they want to be part
of a community and an experience. Storytelling is an easy way to connect with
customers on a more human level, and it’s a great way to differentiate from
competitors.

To build awareness around your new product, take the time to develop the origin story
of your new product. Help people understand why you decided to design and make
this new product, what it means to you, who it can serve, etc. Help people get as
excited as you are about your new product by showing them how much thought
you’ve put into it.

5. Collaborate with Partners

Another great way to drum up more awareness and conversation about your new
products is to collaborate with other partners who align with your products and
business. It’s another easy way to tap into other audiences that you might not have
had access to on your own.

There are a number of ways you can collaborate with partners when it comes to
product launches. You could host a virtual launch party together and invite both of
your audiences (more on that later, you could send co-branded email marketing
campaigns out to both of your lists, you could create bundled collaboration product
packages that are sold on both ecommerce stores, the list goes on and on.

The key to your success is all about finding the right partner. Find a company that
sells products that compliment your own, sells to audiences that are identical to your
own, or ones that support the same cause, mission, or movement as you.

6. Throw a Virtual Launch Party

Another way ecommerce retailers are connecting to more people and differentiating
from audiences is by hosting virtual launch parties using tools like Facebook Live. As

41
social media sites become noisier and more competitive, brands and retailers are using
video, and live video specifically, as a way to stand out.

To raise awareness about your new product, promote a virtual launch party to be
thrown at your headquarters. Invite local customers, vendors, partners, community
members, and your team members—designers, engineers, customer service reps, etc.
Have your team introduce and talk about your new product, and make it fun! Ask
audience members both in person and on the Facebook Live to chime in with
questions. Offer exclusive promo codes to attendees and run an exclusive giveaway
during your Facebook Live launch party.

7. Offer a Pre-Order Discount

I mentioned this briefly in the first tactic, but it’s worth mentioning again: if you want
to drive immediate sales and excitement about your new or soon-to-be released
products, consider offering a pre-order discount or promo code to your entire list of
past customers and leads. Let everyone know that the pre-order discount is limited-
time only in order to drive urgency. You can also limit the inventory quantity in an
effort to drive more interest and immediate action from your list.

8. Create a Bundled Product Offer

If you’re worried that your customers might be hesitant about a new product that
you’re launching, consider bundling it with one of your most popular products.
Reduce the cost of one of your most purchased items if customers agree to bulk order
it with your newest product. It’s a great tactic for building trust and getting your new
product into the hands of people who already love your other products and company.

Promote your bundled product offer in Facebook ads, in email campaigns, and
throughout your website. This is another place where you can drive urgency by
limiting the time people have to order, or limiting the amount of bundled packages
available to purchase.

9. Promote Educational Content

To boost awareness about your newest products, spend time creating content that
helps customers understand how to use your product to solve the problems or pain
points they have. Don’t create promotional blog posts and expect them to drive sales

42
for you—instead, become a value provider and a brand that’s willing to freely educate
customers on various topics that they’ll be interested in. It’s another way to become
more involved and active in the community that you’re ultimately trying to serve.

10. Get Photos and Feedback from Customers

Word of mouth is one of the most powerful ways to convince new customers to buy
from you. As soon as you launch a new product in your store, your main priority
should be to get it into the hands of people who can and will share their feedback with
you. You want to be able to show other visitors as soon as possible the social proof
and unbiased opinions from others that they need in order to make a decision about
your product. That means as soon as you launch and get a few orders in the mail, you
need to spend time reaching out to happy customers to get photos and testimonials
about your new product, and you need to share that feedback with your social media
followers and on your product pages.

11. Create a Movement

Another great way to build brand awareness and awareness for your products is by
creating or supporting a movement that you know your customers care about. For
example, Chaco, YETI, and S’well are all brands that promote living an exciting and
adventure-filled life. They build and sell products to support that lifestyle, and the
celebrate people and stories that they know their target audience can and will relate to.

12. Get Help from Designers & Developers

Finally, if you want to successfully launch a new product, you have to get help from
the professionals. In ecommerce, design and function matter more than anything. It
has to be easy for customers to access and use your website from any device, your
product pages need to look good, and people need to be able to differentiate your
brand from other brands selling similar products. Take the time and spend the money
to work with great designers and developers who know how to “brand” products and
create amazing shopping experiences for people online.x

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 Chapter 4:

Literature Review

44
 4. Literature Review
1. Mustafa (2007), conducted a study on Consumer Awareness towards eco-friendly
products at Coimbatore from the data has been collected from 100 respondents of
different areas and the findings were that the green purchase behavior refers to the
consumption of products that are benevolent or beneficial to the environment,
recyclable or conservable and sensitive or responsive to ecological concerns, but
the limitation was this study is mainly confined to Coimbatore city.
2. Clem (2008) , studied on Consumer Awareness Towards Products at Pune, from
the data has been collected from 100 respondents of different areas and reveals
that going green reflects a social consciousness around saving and advancing the
Earth’s natural resources, preserving and protecting them for the sake of
civilization and the limitation was this study is limited to 100 respondents.
3. Hoeffler & Keller (2008) conducted an investigation on Brand Awareness in Fast
Moving Consumer Goods with special reference to orphanages in Chennai region,
India from the data has been collected from 100 female consumers. This study
identifies four factors that influence the creation of brand awareness through
successful customer relationships: pricing, packaging, brand image and brand
loyalty, but the backlog is the consumer is seen as a passive audience, who has
little time for choosing a product.
4. Manesh VP (2009) has made survey on customer’s brand awareness on Maruti
Suzuki Alto in Calicut district in Kolkata (India). But sample size is too small.
There is mentioned different factors like Education level, Demographic factors
which effect on Customers’ knowledge. It is to be found that the most of the
people are aware about this brand. But there are some factors affects to select this
car. In this research paper sample size is too small and they have taken only one
model so scope of this project is very limited.
5. Mr. Adi (2012), in this the author has collected data from 1600 respondents in the
selected villages across Gujarat. Factor studied in this paper are Age group,
gender, education and income. In this research paper main finding is that the rural
women are more actively involved in the purchase of the products and they have
their own opinion in the shopping of products. Thus the marketers need to design
the marketing strategies to draw the women customers. Maximum of the
45
 respondents ranged between the age group of thirty six to forty five, which means
the earning member of the family is making decision about the purchase.
6. Rani, S., and Shukla, C. (2012), in the journal of Consumer Behavior/ Awareness
towards Patanjali Products, India. Conducted a study to know the trends of
Patanjali products. For the purpose of above study they collected a sample of 90
consumers in Pantnagar. On the basis of above study they concluded that within a
very short period of time Patanjali products captured a number of consumers. Also
they found that from 2008 to 2012 there is a huge increment in number of
products which is from 26 to 120. They also suggested about limitation of
Patanjali products that delivery system should be improved by Patanjali Company
7. Perera, W.L.M.V. and Dissanayake, D.M.R (2013) has made research on
customer knowledge or brand awareness on cosmetics products in Sri Lanka. He
made his survey on only female students of university of kelaniya. He also
mentioned demographic factors and company’s brand awareness. It is concluded
that customer awareness is related to the brand awareness and rand association
which effects on purchase decision. But the main limitation of this project is that
sample size is too small and they have considered only females.
8. Dipti Shankar barge (2014), in this the author has Surveyed the respondent of
Satara district. Factor studied in this paper are gender, age, marital status, children,
own or family business, income. In this research paper main finding is Majority
(93.1 percent) samples have awareness about the negligence and causality in
buying any product, like use of plastic bag while shopping cause environment
deterioration. But very few samples have clear understanding of brands of eco-
friendly products, available in the market.
9. Nikita Bharatbhai Patel (2014), in this the author has Surveyed the 400 responses
of consumers in rural area. Factor studied in this paper are gender, age, education
level, family background, ethnicity. In this research paper main finding is that
Brand association, product knowledge and brand recall makes them comfortable
to materialize their purchase decision dynamically. It leads to the indispensability
of brand wise distribution of fast moving consumer goods with respect to the
research domain north Gujarat district.
10. Ibojo Bolanle Odunlami and Akinruwa (2014) conduct a study on Effect of
Promotion on Product Awareness in west Africa and the findings shows that the
promotional activities of Nigerian breweries with the aim of establishing its
46
 impact on sales and customer loyalty. The sales promotion has positive significant
influence on product awareness. The activities organizations influence the rate of
purchase positively. The respondents were of the fact that effectiveness of
promotional activities help in increasing sales volume. The respondents agreed
that promotional activities help in improving communication skills between the
organization and target market.
11. Kutay oktay and Bilgehan Gulcanthas (2015) made a survey on “Customer
awareness on electronic items in turkey. He found that there are so many factors
like Demographic factors, company advertisements, education level of customer
etc…effects on customer knowledge of the products. He found that the level of
brand awareness was high for laptop computers and cell phones; the level of brand
awareness was comparatively lower for tablet computers. But in this research
paper they have taken very limited electronic products like Laptop tablets and
computers only.
12. M.Banu Rekha and K.Gokila (2015) has made research on customer awareness on
herbal cosmetics products in Coimbatore city in India. He has found that most of
the respondents are aware of the herbal cosmetics. The people now are not
considering the cosmetics as luxury, most of the consumers feel that there are
more chemicals in cosmetics, which cause many side effects, and started
switching over to herbal based cosmetics. The main limitation of this project is
that sample size is too small so it is not a full proof.
13. Shomnath Dutta (2015) surveyed on Product Awareness and Brand Image of
Amul Ice Creams in and around Siliguri in India and found that Purchase had a
positive correlation with Ice-cream brand, flavour/colour and format/pack size of
the product but a negative correlation with price. A product could not be placed in
the market on the basis of brand alone, but it should match the spending power of
customers and cordial relationship. It is not only the ice-cream itself, but the
yummy flavour, effective distribution channel as well as hard working sales team
that differentiate one company from another and drives a company on front foot.
The brand awareness plays a big role influencing the consumer’s purchase
decision.
14. Md Tareq Bin Hossain and Pei Xian Lim (2016), conducted a study on
Consumer Awareness towards Organic Food Products, Malaysia evaluated the
current status of consumers‟ buying behavior towards organic foods in the
47
 emerging market. The study found that government support and policy,
perceived beliefs and attitudes, knowledge and availability have a significant
positive relationship with consumer behavior towards organic foods. The
limitation was that the statistical methods used to analyze the data have their own
limitation and all the limitations of primary data are applicable to this study.
15. Manjur Alam (2016) analyzed on Consumer Buying Behaviours and Awareness
towards Ready to Cook Food Product in India and the result show that
Housewives were the major decision makers in all the income groups as the
housewives set the consumption pattern of food products in the family. Reasons
for not preferring particular brand of the product by respondents was due to the
factors such as high price followed by poor taste, poor quality and less keeping
quality. It was found that children and youngsters preferred those foods more than
adults and they could promote their products in a way that it attracts more adults.
The easy to cook, convenience, satisfaction, usefulness and saving of time are the
major reasons for purchasing RTC products. The factors that influenced brand
Preference of the selected instant food products were best quality followed by
retailer’s influence, ready availability and convenience.
16. Pramod Hanmantrao Patil (2017) has done the survey on customers’ awareness on
FMCG products among rural and urban area in Maharashtra (India). He made his
survey on 938 general public, in which 503 from rural area and 453 from urban
area. He investigated that rural area public is more aware about the products as
compare to urban area and location means right place is also affect to purchase
decision of customers. But in this research paper he has taken limited FMCG
goods which cannot proved thoroughly that customers have knowledge about the
all FMCG products.
17. Mohd Shuaib Siddiqui, Aftab Alam and Jaziba Haroon Siddiqui (2017) were
surveyed on a study on Factors Affecting Purchase Decision Based on Awareness,
Affordability, Adoptability and Availability of FMCG products in Rural India and
found that Rural customers were increasingly becoming quality conscious as well
as price and discounts, so price and discount should be according to the desire of
the customer. The people of rural areas do not try new product unless there was
some pushing factor and product must be attached with the old product. Instead of
manifold advancement in technology, still advertisements through television,

48
 internet, and social media were more liked and understood by people in rural
topography.
18. Prof. G.R.Joshi (2017) was analyzed on Consumer Awareness, Attitude and
Preference towards Herbal Products With reference to Patanjali in India and found
that females are more attract herbal products. Most of the people are liked
Patanjali because of natural ingredients in the product. The people now are not
considering the herbal as luxury. Most of the consumers feel that there were
chemicals in herbal, which cause many side effects, and started switching over to
ayurvedic based cosmetics.
19. K. Subbulakshmi (2017), in this the author sample size has been taken as 50
respondents of Tirupur city. Factor studied in this paper are gender, marital status,
age, education level, occupation... In this research paper main finding is that the
Mostly 52% of the respondents prefer to patanjali cosmetic products for the
purpose of natural product. Mostly 50% of the respondents are used face care
products in patanjali.
Dr.Jignesh Valand (2018), in this the author sample size has been taken as 50
respondents. Factor studied in this paper are gender, age, marital status, education
level. In this research paper main finding is that the majority of customers from
Colgate, close up, vicco, dabur switch towards patanjali toothpastes and it is
because of reasonable price of the product, advertisements, an Indian brand and
Ayurveda elements etc.

49
 Chapter 5:
DIAGNOSIS PHASE

50
 5. Diagnosis Phase
 Background of the problem
The shop has been facing the problem of consumer awareness as the shop has less
connection with the social media for the advertisement purpose but now days the
present generation is more connected to the social media. So, the reason for choosing
this study is to regain the attention of present generation through social media.

 Problem statement

We have observed the situation and function of Ram Enterprises Mega Store-Vesu,
and have come to know that the main problem which the store and the brand patanjali
are facing is of awareness.
The consumer is not mainly aware about the products, available at the store. Though
the patanjali has come with different products, but it fails to advertise it, although they
give lots of advertisements but they are not giving specific and detail information
about the product.
So this project is conducted to make consumer aware about the patanjali product and
solve the problem of awareness.
 Analyzing the Problem

The various problems analysed in the store are as follow:

 Consumer were not aware about some product

 Lack of training and development programs
 Lack of team spirit between some of the employees of the organisation
 Heavy work load and poor leadership has also between noted in the organisation
 Objectives of the study
1. Study on customer awareness on patanjali productsin reference to Ram
Enterprises Mega Store, Vesu.
2. Determine the consumer’s behavior towards patanjali productsin reference to
Ram Enterprises Mega Store, Vesu.
3. Determine the expectation of customers towards patanjali products in
reference to Ram Enterprises Mega Store, Vesu.
4. Determine the factors affecting on patanjali productsin reference to Ram
Enterprises Mega Store, Vesu.
51
 Clear roadmap and schedule of tasks to be undertaken

1. Identification of the problem in the organization


2. Gathering information about the current position of the store

3. Collecting the data regarding problems occurring in the organization

4. Understanding the perception of the consumer towards working culture
followed in the store.

5. Providing alternative course of action to resolve problem

6. Recommended certain problem solution methods such as training, daily

feedbacks, etc.

52
 Chapter 6:

DESIGN AND ANALYSIS

PHASE

53
 6. Designs and Analysis Phase

6.1 Methodology adopted for data collection

Descriptive Research design is chosen for the research because descriptive research
known as statistical research, describes data and characteristics about the population
or phenomenon being studied. However, it does not answer questions about e.g.:
how/when/why the characteristics occurred, which is done under analytic research.

6.2 Sources of Data

 Primary Data
The primary data has been generated with the help of questionnaires.

 Secondary Data
The secondary data has been generated with the help of internet and research papers.

6.3 Data Collection Method

This report is based on primary and secondary data. The research has been generated
with the help of primary data collection, and primary data has been collected through
questionnaire tool.

6.4 Sampling Design

 Sample Size

The sample size taken in this research is 250 responded in Surat City.

 Sampling Method

The sampling method involves Non-sampling also known as convenient sampling

method.

54
1. Random Sampling Methods: The random sampling is also called as a probability
sampling since the sample selection is done randomly so the laws of probability
can be applied. Following are the important methods of Random Sampling.
 Simple Random Sampling
 Stratified Sampling
 Systematic Sampling
 Multistage Sampling

2. Non-Random Sampling Methods. In the case of non-random sampling, the

selection is done on the basis other than the probability considerations, such as
judgment, convenience, etc.
 Judgment Sampling
 Convenience Sampling
 Quota Sampling
 Snowball Sampling
 Convenience Sampling is the non-probability sampling technique
wherein a proportion of the population is selected on the basis of its
convenient availability.

55
  Sampling Frame

The research has been conducted in the Vesu area of Surat city.

 Date Collection Instrument

The data collection method was in the form of Questionnaires filled by different
age groups.

6.5 Statistical Test used

The statistical tests performed in this study are Frequency analysis.

6.6 Outline of Analysis

To conduct various statistical Tests SPSS (Statistical Package for Social Science)
software is used which helped in getting quick and accurate test result.

Start

All Programs

SPSS for window

SPSS 16.0

6.7 Limitation of the study

 Availability of time
 This research work is prepared by us, so there is chance of lack of expertise
knowledge in the particular field.
 Area
The survey was limited only in Vesu area of Surat city only.

 Sample size
Here, the sample size is 250 limited only to the responded of Surat city only.

56
 Chapter 7:

DATA ANALYSIS AND

INTERPRETATION

57
7.1 Frequency Analysis

1. How familiar are you with patanjali product?

Purpose of the question: To know the percentage of people who are familiar with
patanjali products.

Table no: 1

Valid Cumulative
Frequency Percent Percent Percent

Valid I am aware 250 100.0 100.0 100.0

Interpretation

As per the graph, from the findings we can conclude that the 100% (250) of
respondent are aware about the patanjali products.

58
Objective no 1: Study on consumer awareness on patanjali products in
reference to ram enterprises mega store, vesu.

2. Are you aware about Ram enterprises patanjali store, vesu?

Purpose of the question: To know the percentage of people who are aware about the
ram enterprises patanjali store, vesu.

Table no: 2

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes
190 76.0 76.0 76.0

No 60 24.0 24.0 100.0

Total 250 100.0 100.0

59
Interpretation

As per the graph, from the findings we can conclude that the majority of the
respondents are aware about ram enterprises store, vesu. There are 190 respondents
(out of 250) who are aware about the ram enterprises mega store, and it covers a
76.0%. 60 respondents (out of 250) are not aware about the ram enterprises mega
store, vesu and it covers up to 24.0%.

Problem: Here the problem arises that 24% of respondents are not aware about the
ram enterprise mega store, vesu. By that it may not able to increase their sales and the
problem arises how to make them aware about it and how to attract them.

Solution: the solution for this problem is to create an innovative advertisement or

different offers to attract them. They should try to make the mouth to mouth publicity
to attract the people.

3. How often do you visit the ram enterprises patanjali store,

vesu?

Purpose of the question: To know the percentage of people who visit the ram
enterprises patanjali store, vesu.

Table no: 3
How often do you visit the ram enterprises patanjali store, vesu?

Valid Cumulative
Frequency Percent Percent Percent

Valid Regularly 20 8.0 8.0 8.0

Weekly 50 20.0 20.0 28.0

Monthly 61 24.4 24.4 52.4

once in six
56 22.4 22.4 74.8
months

not at all 63 25.2 25.2 100.0

Total 250 100.0 100.0

60
Interpretation

As per the graph, from the findings we can conclude that the majority of the
respondents are not going to the ram enterprises mega store, vesu, there are 63
respondents (out of 250) who are not going to ram enterprises store, vesu, and it
covers a 25.2%. 61 numbers of respondents are going monthly to ram enterprises
store, vesu and it covers up to 24.4% and 56 number of respondents are going once in
six months and it covers up to 22.4% and 50 number of respondents are going weekly
to the ram enterprises store and very less number (50) of respondents are going
regularly to the ram enterprises store.

Problem: Here the problem arise that majority of people who are aware about the
ram enterprise store but are not visiting the store at all. Which show the negative
impression of the store which needs to be improved.

Solution: The solution for this problem is to create attractive offers for the
customer by whom they fill they will be benefited if they buy from the ram
enterprises patanjali store. There are so many people who do not know about the
different products which patanjali provides in cheaper rates so for that they need to
focus on the advertisement part more by using the different Medias.

61
 4. From where did you have the information about ram
enterprises patanjali store, vesu?

Purpose of the question: To know the percentage of people from where they get
information about the ram enterprises patanjali store, vesu.

Table no: 4

Valid Cumulative
Frequency Percent Percent Percent

Valid Family 77 30.8 30.8 30.8

social media 26 10.4 10.4 41.2

Friends 62 24.8 24.8 66.0

Radio 6 2.4 2.4 68.4

other sources 28 11.2 11.2 79.6

None 51 20.4 20.4 100.0

Total 250 100.0 100.0

Interpretation As per the graph, from the findings we can conclude that the
majority of the respondents got the information about the ram enterprises mega store,

62
vesu, through family, there are 77 respondents (out of 250) and it covers a 30.8%. 62
numbers of respondents got the information about the ram enterprises store, vesu
through friends and it covers up to 24.8% and 51 number of respondents are not
having any information about the store and it covers up to 20.4% and 26 number of
respondents got information from social media about the ram enterprises store and
very less number (6) of respondents have got information from the radio about the
ram enterprises store.
Problem: Here the problem arises that there is very less number of respondents
who got the information from the social media and the radio. That shows the negative
advertisement strategy and not being more active on social media and show the less
interest of the store towards the social media advertisements which is a negative point
for the store and may lead to decrease in the sale.

Solution: The solution for this problem is being more active to the social media.
And create more advertisements in the social media and create the different offers to
attract the customer in the social media. And create the strategies which increase the
sales.

5. From where did you have the information about Patanjali

products?
Purpose: To know about source of information of patanjali product.

Table No: 5
Frequency Percent Valid Percent Cumulative
Percent

Family 76 30.4 30.4 30.4

Social Media 78 31.2 31.2 61.6

Valid Friends 56 22.4 22.4 84.0
Doctors/Professionals 40 16.0 16.0 100.0
Total 250 100.0 100.0

63
Interpretation

In this above data, Sources of information about Patanjali Products is Family, Social
media, Friends, Doctors and Professionals. Out of the 250 respondents, there are 76
respondents from family sources, 78 respondents from social media, 56 respondents
from friends, 40 respondents from Doctors and professionals.

Problem: According to this data only 16% people have found information about
patanjali products from social media. Patanjali is not working well on advertisement
on social media.

Solution: According to the problem, it is to be found out another way and different
method of advertisement.

64
 6. From where do you buy Patanjali products?

Purpose: To know about that from which type of shop customer buys patanjali
products.

Table No: 6

Cumulative
Frequency Percent Valid Percent Percent

Valid Market 80 32.0 32.0 32.0

departmental stores 108 43.2 43.2 75.2

organic food shop 62 24.8 24.8 100.0

Total 250 100.0 100.0

Interpretation
In this above data, placement of buy the Patanjali Products where are 80 respondents
purchase from market area. 108 respondents are purchase from Department Stores, 62
respondents are purchase from Organic Food Shop. Department Stores are more
favorable preferences of the respondent.

Problem: People are not buying patanjali products from the market.

65
Solution: Check out the availability of Patanjali products to the customers.
7. Which are your motives to buy Patanjali Products?
Purpose: To know about that why people buy patanjali products

Table No: 7
a. Environment/ animal friendly
Frequenc Percent Valid Cumulative
y Percent Percent
Yes 91 36.4 36.4 36.4
Valid No 159 63.6 63.6 100.0
Total 250 100.0 100.0

b. Healthy
Frequenc Percent Valid Cumulative
y Percent Percent
Yes 90 36.0 36.0 36.0
Valid No 160 64.0 64.0 100.0
Total 250 100.0 100.0

c. Natural
Frequenc Percent Valid Cumulative
y Percent Percent
Yes 109 43.6 43.6 43.6
Valid No 141 56.4 56.4 100.0
Total 250 100.0 100.0

d. Chemical free

Frequency Percent Valid Cumulative

Percent Percent

Yes 102 40.8 40.8 40.8

Valid
No 148 59.2 59.2 100.0

66
 Total 250 100.0 100.0

Interpretation
In this above data motives to buy the products of Patanjali, 91 respondents are
motives of Environment and animal friendly, 90 respondents are motives with
Healthy factors, 109 respondents are motives with Natural factors, 102 respondents
are motives with Chemical free. A natural factor is widely reliable for motive to buy
the Patanjali Products.
Problem: People do not believe that patanjali products are so healthy
Solution: It is to be creating Demo advertisement of products to the customers for
testing to products healthy and quality.
8. How many times you buy Patanjali Products?
Purpose: To know about the time period of customer’s purchase of patanjali products

Table No: 8
Frequency Percent Valid Percent Cumulative
Percent
Weekly 60 24.0 24.0 24.0
Monthly 113 45.2 45.2 69.2
Valid
Less than monthly 77 30.8 30.8 100.0
Total 250 100.0 100.0

67
Interpretation

In this above data out of 250 respondents, 60 respondents are purchase the Patanjali
Products in Weekly basis. 113 respondents are purchase the Patanjali products in
Monthly basis. 77 respondents are purchase the Patanjali products in less than
monthly basis. On an average, weekly basis time respondents purchase the Patanjali
products in the markets.

Objective no. 2: Determine the consumer’s behavior towards patanjali

productsin reference to Ram Enterprises Mega Store, Vesu.

9. What are the factors impacting you towards purchasing

Patanjali products?

Purpose: To know about the factors impacting on consumer towards purchasing

patanjali product.

Table No: 9
a. Better quality

Frequency Percent Valid Cumulative

Percent Percent

68
 Strongly 144 57.6 57.6 57.6
Agree
Agree 78 31.2 31.2 88.8
Valid
Neutral 27 10.8 10.8 99.6
Disagree 1 .4 .4 100.0
Total 250 100.0 100.0

b. Price Reasonable

Frequency Percent Valid Cumulative

Percent Percent
Strongly 127 50.8 50.8 50.8
Agree
Agree 92 36.8 36.8 87.6
Valid
Neutral 25 10.0 10.0 97.6
Disagree 6 2.4 2.4 100.0
Total 250 100.0 100.0

c. Healthy

Frequenc Percent Valid Cumulative

y Percent Percent
Strongly 145 58.0 58.0 58.0
Agree
Valid Agree 88 35.2 35.2 93.2
Neutral 16 6.4 6.4 99.6
Disagree 1 .4 .4 100.0

69
 Total 250 100.0 100.0

d. Better Ingredients

Frequency Percent Valid Cumulative

Percent Percent
Strongly 86 34.4 34.4 34.4
Agree
Agree 138 55.2 55.2 89.6
Valid
Neutral 25 10.0 10.0 99.6
Disagree 1 .4 .4 100.0
Total 250 100.0 100.0

e. Swadeshi

Frequency Percent Valid Cumulative

Percent Percent
Strongly Agree 108 43.2 43.2 43.2
Agree 95 38.0 38.0 81.2
Neutral 35 14.0 14.0 95.2
Valid Disagree 11 4.4 4.4 99.6
Strongly 1 .4 .4 100.0
Disagree
Total 250 100.0 100.0

f. Easy availability

Frequency Percent Valid Cumulative

Percent Percent
Strongly 96 38.4 38.4 38.4
Valid
Agree

70
 Agree 102 40.8 40.8 79.2
Neutral 41 16.4 16.4 95.6
Disagree 11 4.4 4.4 100.0
Total 250 100.0 100.0

g. Advertisement

Frequenc Percent Valid Cumulative

y Percent Percent
Strongly Agree 80 32.0 32.0 32.0
Agree 97 38.8 38.8 70.8
Neutral 61 24.4 24.4 95.2
Valid Disagree 8 3.2 3.2 98.4
Strongly 4 1.6 1.6 100.0
Disagree
Total 250 100.0 100.0

h. Baba Ramdev

Frequenc Percent Valid Cumulative

y Percent Percent
Strongly Agree 80 32.0 32.0 32.0
Agree 75 30.0 30.0 62.0
Valid
Neutral 38 15.2 15.2 77.2
Disagree 25 10.0 10.0 87.2

71
 Strongly 32 12.8 12.8 100.0
Disagree
Total 250 100.0 100.0

Interpretation
From the above table we can see the consumer preference regarding various factors
for patanjali products. As the table itself shows that 93% of respondents prefer due to
healthy products and 89% of respondents said that they use patanjali products due to
reasonable price factor. After that the better ingredients is the third factor which make
impact on consumer preference which is followed by advertisement, Baba Ramdev,
healthy and better ingredients factor.

Problem: Here the respondents are 38.4% strongly agreeing that patanjali is having
good advertisement strategies. Thus the sale of growth is decreasing nowadays.

Solution: Thus the solution will be that the store should look forward in creating
strategies and advertise their product through leaflets once in a month in a local
newspaper.

10.Which of these Patanjali products have you used?

Purpose: To know about the type of products consumers are demanding recently.

Table No: 10

a. Cosmetics

Frequency Percent Valid Percent Cumulative

Percent
Yes 104 41.6 41.6 41.6
Valid No 146 58.4 58.4 100.0
Total 250 100.0 100.0

72
 b. Personal Care

Frequency Percent Valid Percent Cumulative

Percent
Yes 121 48.4 48.4 48.4
Valid No 129 51.6 51.6 100.0
Total 250 100.0 100.0

c. Health and Nutrition

Frequency Percent Valid Percent Cumulative

Percent
Yes 74 29.6 29.6 29.6
Valid No 176 70.4 70.4 100.0
Total 250 100.0 100.0

d. Food and Beverages

Frequency Percent Valid Percent Cumulative

Percent
Yes 96 38.4 38.4 38.4
Valid No 154 61.6 61.6 100.0
Total 250 100.0 100.0

e. Ayurvedic Medicines

Frequency Percent Valid Percent Cumulative

Percent
Yes 79 31.6 31.6 31.6
Valid
No 171 68.4 68.4 100.0

73
 Total 250 100.0 100.0

Interpretation
From the above table we can see the consumer preference regarding various types for
patanjali products. As the table it shows that 48.4% of respondents preferring the
personal care products and 41.6% of respondents said that they use patanjali products
due to reasonable price and quality of cosmetics. After that the food and beverages is
the third factor which make impact on consumer preference which is followed by
ayurvedic medicines, healthy and nutrient products.

Problem: Here, 70.4% respondents are saying no to the products that are for health
and nutrition’s. The consumers are having a perception that patanjali’s health related
products are not as much worthy compared to other brand.

Solution: Thus, it is required that the company should again reform the R&D
function and find out why the customers are not that much attracted to the health and
nutrition products, whether is it because of the taste, quality, effectiveness.

11. Tick the following products, that you prefer to buy

Purpose: To know about the products consumers prefer to buy the most.

Table No: 11
a. Cosmetics
Frequenc Percent Valid Cumulative
y Percent Percent
Alovera gel 110 44.0 44.0 44.0
Saundarya 64 25.6 25.6 69.6
cream
Valid
Fairness cream 44 17.6 17.6 87.2
Body cleanser 32 12.8 12.8 100.0
Total 250 100.0 100.0

74
 b. Personal Care
Frequenc Percent Valid Cumulative
y Percent Percent
Skin care 57 22.8 22.8 22.8
Dental care 88 35.2 35.2 58.0
Hair care 53 21.2 21.2 79.2
Valid
Body care 36 14.4 14.4 93.6
Shishu care 16 6.4 6.4 100.0
Total 250 100.0 100.0

c. Health and Nutrition

Frequenc Percent Valid Cumulative
y Percent Percent
Digestives 55 22.0 22.0 22.0
Health and 70 28.0 28.0 50.0
wellness
Chywanprash 21 8.4 8.4 58.4
Valid
Honey 9 3.6 3.6 62.0
Honey 56 22.4 22.4 84.4
Ghee 39 15.6 15.6 100.0
Total 250 100.0 100.0

d. Food and Beverages

Frequenc Percent Valid Cumulative
y Percent Percent
Biscuits and 112 44.8 44.8 44.8
Cookies
Spices 31 12.4 12.4 57.2
Valid
Murabba 23 9.2 9.2 66.4
Herbal tea 38 15.2 15.2 81.6
Noodles 22 8.8 8.8 90.4

75
 Flours 24 9.6 9.6 100.0
Total 250 100.0 100.0

e. Ayurvedic Medicines
Frequenc Percent Valid Cumulative
y Percent Percent
Oil 139 55.6 55.6 55.6
Lep 27 10.8 10.8 66.4
Balm and 42 16.8 16.8 83.2
Valid inhaler
Arishta 15 6.0 6.0 89.2
Syrup 27 10.8 10.8 100.0
Total 250 100.0 100.0

f. Other
Frequenc Percent Valid Cumulative
y Percent Percent
Yes 56 22.4 22.4 22.4
No 71 28.4 28.4 50.8
3.00 22 8.8 8.8 59.6
Valid
4.00 50 20.0 20.0 79.6
5.00 51 20.4 20.4 100.0
Total 250 100.0 100.0

Interpretation
From the above table we can see the consumer preference regarding buying the
patanjali products. As the table, it shows that 55% of respondents prefer the ayurvedic
medicine (Oil) product and 44% of respondents said that they buy Alovera gel and

76
food products. After that the personal care items is the third, which make impact on
consumer preference which is followed by, healthy and nutrient products.

Problem: Here, only 28% respondents are saying yes to the products that are for
health and nutrition’s. The consumers are having a perception that patanjali’s health
related products are not as much worthy compared to other brand.

Solution: Thus, it is required that the company should again reform the R&D
function and find out why the customers are not that much attracted to the health and
nutrition products, whether is it because of the taste, quality, effectiveness.

12.Which features influence you more to make a purchase?

Purpose: To study about how the consumer is having an influence on or from the
features provided by patanjali products.

Table No: 12

a. Price
Frequenc Percent Valid Cumulative
y Percent Percent
Highest 69 27.6 27.6 27.6
ranking
High 40 16.0 16.0 43.6
Neutral 52 20.8 20.8 64.4
Valid
Low 34 13.6 13.6 78.0
Lowest 55 22.0 22.0 100.0
ranking
Total 250 100.0 100.0

b. Quality

Frequenc Percent Valid Cumulative

y Percent Percent
Highest 54 21.6 21.6 21.6
Valid
ranking

77
 High 56 22.4 22.4 44.0
Neutral 66 26.4 26.4 70.4
Low 44 17.6 17.6 88.0
Lowest 30 12.0 12.0 100.0
ranking
Total 250 100.0 100.0

c. Brand Image

Frequenc Percent Valid Cumulative

y Percent Percent
Highest 41 16.4 16.4 16.4
ranking
High 55 22.0 22.0 38.4
Neutral 53 21.2 21.2 59.6
Valid
Low 66 26.4 26.4 86.0
Lowest 35 14.0 14.0 100.0
ranking
Total 250 100.0 100.0

d. Brand Preference

Frequenc Percent Valid Cumulative

y Percent Percent
Highest 27 10.8 10.8 10.8
ranking
High 65 26.0 26.0 36.8
Neutral 46 18.4 18.4 55.2
Valid
Low 47 18.8 18.8 74.0
Lowest 65 26.0 26.0 100.0
ranking
Total 250 100.0 100.0

78
 e. Guarantee offered

Frequenc Percent Valid Cumulative

y Percent Percent
Highest 43 17.2 17.2 17.2
ranking
High 47 18.8 18.8 36.0
Neutral 51 20.4 20.4 56.4
Valid Low 45 18.0 18.0 74.4
Lowest 17 6.8 6.8 81.2
ranking
6.00 47 18.8 18.8 100.0
Total 250 100.0 100.0
Interpretation
From the above table we can see the consumer preference regarding the various
features of patanjali products. As the table, it shows that 43% of respondents prefer
the product because of the guarantee provided by patanjali, and 27% for the price, the
pricing strategies are quite commendable. 26% of respondents said that they buy
because of the brand preference. After that, quality of the product is noted at 26.4%,
which is followed by, brand image.

Problem: Here, only 22% respondents are saying yes to the brand image of
patanjali, because it still lacks the position that other competitive brands have created.
Solution: Thus, it is required that the company should work on creating its brand
image as compared to other brands, for which immense advertisement and awareness
is needed.

13.What kind of food products do you purchase from Ram

Enterprises Patanjali Store, Vesu?

Purpose: To study consumer’s behaviors towards patanjali products in reference to

Ram Enterprises Mega Store, Vesu.

Table No: 13

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 Valid Cumulative
Frequency Percent Percent Percent
Valid organic vegetables and
59 23.6 23.6 23.6
fruits
milk and milk products 45 18.0 18.0 41.6
cereals and pulses 45 18.0 18.0 59.6
Oil 41 16.4 16.4 76.0
other organic food 11 4.4 4.4 80.4
None 49 19.6 19.6 100.0
Total 250 100.0 100.0

Interpretation:

Out of 200 respondent, most of the respondent purchased organic vegetable and fruits.
45 respondents were purchased milk and milk products and 45 respondents were
purchased cereals and pulses. 41 respondents were purchased oil and 11 respondents
were purchased other organic food from Ram Enterprises patanjali store, vesu. 49
respondents did not purchased any products from Ram Enterprises patanjali store,
vesu.

Problem: Here, the problem is, 49 respondents didn’t purchased any product from
Ram Enterprises patanjali store, vesu. They were not aware about the products which
sold by the Ram Enterprises patanjali store, vesu.

Solution: The solution of this problem is to generate awareness of products which

sold by the Ram Enterprises patanjali store, vesu. For create product awareness for
customers, give the product trial or sample packets in smaller size.

14. What are the improvements that are needed in Ram

Enterprises Patanjali Store, Vesu? (Can choose more than one)

Table No: 14

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 a. Employee are to be trained to attend the customers properly
Cumulative
Frequency Percent Valid Percent Percent
Valid yes 145 58.0 58.0 100.0
No 105 42.0 42.0 42.0
Total 250 100.0 100.0

Interpretation: The above table indicates that out of the total respondents, Most of
the respondents are agreeing that Employees are must be trained to attend the
customer in proper way.

Problem: The main problem is the employees are not well trained to attend the
customer in proper manner. The employees have not enough knowledge of products.
Employees not understand the consumer’s behavior.

Solution: Proper guidance should be provided at the time when the employee enters
the store. Information and knowledge about the product should be given to them.

b. Product display should be precise

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 138 55.2 55.2 100.0
No 112 44.8 44.8 44.8
Total 250 100.0 100.0

Interpretation: The above table indicates that out of the total respondents, 138
respondents are said that products display should be précised so they can easily take
the products. 112 respondents are agreed that products display is in precise way.

Problem: In above table, the problem is products are not in precise way. So
customers have facing problems to find the products.

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Solution: The solution of this problem is that the products are to be arranged in well
and attractive manner. Displays are the silent salespeople because they can show an
entire system or series of add-ons to lift average ticket. To capture customer's
attention with the products put on display, whether it's your new or seasonal items,
high-profit or high-demand products, or as a place to tell product's stories. Put an eye-
catching and attention-grabbing display at the end of your aisles.

c. Interior of the shop should be attractive

Cumulative
Frequency Percent Valid Percent Percent
Valid yes
152 60.8 60.8 100.0

no 98 39.2 39.2 39.2

Total 250 100.0 100.0

Interpretation: The above table indicates that out of the total respondents, 152
people are said that interior of the shop should be attractive and 98 respondents said
that there is not necessary to change the interior of a shop.

Problem: The main problem is most of the respondents are not satisfied with the
interior of the shop.

Solution: The internal environment of a shop play important role to attract the
customers. Put attractive props in the shop that influence and attract the customers to
buy a product. Most of the customers turn right unconsciously upon entering a
store. So keep seasonal offers products on right side. Designing interior is a never-

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ending process where can be switching up, tweaking, adding, or taking away to create
a resonating customer journey and experience.

d. Employee should require more product information

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 189 75.6 75.6 100.0
No 61 24.4 24.4 24.4
Total 250 100.0 100.0

Interpretation: The above table indicates that out of the total respondents, 189
respondents are said that employees should require more product information. 61
respondents said that employees have enough knowledge of product information.

Problem: The problem found from this table is, most of the respondents are not
satisfied with the product information of employees. So they are facing problem in
buying decision of a new products from Ram enterprises.

Solution: Product knowledge is an essential sales skill. Give sales training to

employees and give more knowledge about products. The employees must understand
products' features that allow presenting their benefits accurately and persuasively.
Customers respond to enthusiastic sales staffs that are passionate about their products
and eager to share the benefits with them.

e. Others
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 24 9.6 9.6 9.6
No 226 90.4 90.4 100.0
Total 250 100.0 100.0

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Interpretation: The above table indicates that out of the total respondents, most of
the respondents said that there is no other improvements are needed in ram enterprises
patanjali store, vesu.

f. No improvement is required
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 76 30.4 30.4 30.4
No 174 69.6 69.6 100.0
Total 250 100.0 100.0

Interpretation: The above table indicates that out of the total respondents, 174
respondents said that the improvements that are needed in ram enterprises patanjali
store, vesu. 76 respondents said that the improvements are needed in ram enterprises
patanjali store, vesu.

15.Gender of the respondent

Table No: 15
Frequenc Valid Cumulative
y Percent Percent Percent
Valid male 109 43.6 43.6 43.6
female 141 56.4 56.4 100.0
Total 250 100.0 100.0

Interpretation:

The above graph indicates that 141 respondents are female and 109 respondents are
male. Above graph indicate that most of the respondents are belonging from female
group. The problem is less focus on male products and it is only targeting female. The
solution of that problem is focus on male products. Give attractive offers on products
which attracts male.

16.Age of the respondents

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 Table No: 16

Frequenc Valid Cumulative

y Percent Percent Percent
Valid 16 to 25 55 22.0 22.0 22.0
26 to 50 156 62.4 62.4 84.4
above 50 39 15.6 15.6 100.0
Total 250 100.0 100.0

Interpretation:

The graph indicates that out of 250 respondents, 156 respondents are belonging from
the 26 to 50 age group. 55 respondents are belonging from young age group and 39
respondents are belonging from above 50 age. Above graph indicate that most of the
respondents are belonging from 26-50 age groups. The company should not focus on
other age group. The solution of this problem is company should focus on children,
youngsters and older age group. They should focus on selling children products and
products for old age people.

17.Educational Qualification of the respondents

Table no: 17

Frequenc Valid Cumulative

y Percent Percent Percent
Valid up to school
55 22.0 22.0 22.0
level
Graduate 128 51.2 51.2 73.2
professional 67 26.8 26.8 100.0
Total 250 100.0 100.0

Interpretation:

85
In this table it can be said that there are 22% respondents have studied up to school
level where 51.2% respondents are graduated and 26.8% respondents are
professionals. From 250 respondents, 128 respondents are graduated while only 55
respondents have studied up to school level. According to this data it can be said that
most of the respondents are aware about patanjali products.

18.Occupation of the respondents

Table No: 18

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Student 39 15.6 15.6 15.6
Employee 50 20.0 20.0 35.6
Professional 59 23.6 23.6 59.2
Business 38 15.2 15.2 74.4
house wife 64 25.6 25.6 100.0
Total 250 100.0 100.0

Interpretation:
According to this table data it can be said that from 250 respondents, 25.6%
respondents are housewife. From 100% sample, 23.6% respondents are professional,
15.6% respondents are students and 20.0% respondents are employees and 15.2% are
doing business.

19. Monthly Income of the Family

Table No: 19
Frequenc Valid Cumulative
y Percent Percent Percent
Valid up to rs.10000 49 19.6 19.6 19.6
rs.10000 to 67 26.8 26.8 46.4

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 rs.25000
above rs.25000 134 53.6 53.6 100.0
Total 250 100.0 100.0

Interpretation:
According to this data, 49 respondents’ family income is up to Rs 10000 per month.
While from 250 sample, 26.8% respondents’ family income is Rs 10000 to 25000 per
month. While out of 250 respondents, 53.6% respondents’ family income is above the
25000 per month.

FINDINGS

87
.

8. Findings:
 According to this data, out of 250 respondents 100% respondents are aware
about the patanjali products.
 In this research, 76% people know about the Ram enterprise which is in Vesu,
Surat.
 Most of the females aware to the patanjali products but they are not visiting
Ram enterprise at all.
 They get the information about the patanjali products from the family member
and relatives.
 People are not buying patanjali products from the market. They are buying the
products from departmental store and organic shop.
 Patanjali products are very natural because of that consumers purchase
patanjali products.
 According to this research monthly, respondents purchase more; they are very
less consumers who buy to patanjali products weekly.
88
 Patanjali products are healthy. They are healthy and are in better quality.
 Very less people or respondents believe that patanjali products consist the
better ingredients.
 Patanjali products are not advertised well by patanjali products. They need to
do some work on its advertisement.
 Generally 48.4% respondents purchase personal care (dental care) products
and 41.6% purchase cosmetics (Alovera gel).
 Most of the respondents purchase organic vegetables and fruits and cereals &
pulses.
 Most of the respondents are graduate.

IMPLEMENTATION PHASE
89
9. Implementation Phase

9.1 Identifying alternative courses of action

 Working condition

 Store Culture

 Attractive offers

 Social media

 Regular feedbacks

9.2Determining the solution to be proposed

 Identify the customer needs for the products
 More information about the new technology and preferences of customers
 Providing the customer with different benefits and discount that helps in attracting
the customer
 Maintaining good relationship with customer and employees

90
 Providing the training and development program to the employee
9.3Methodology adopted for solution implementation:

1. Training and development:

 Getting them comfortable with patanjali products

 Getting them comfortable talking to strangers
 Getting them to notice their body posture
 Using online retail sales training to make it easier.

2. Re-engineering:

It is a fundamental rethinking and radical reassigning of business process to achieve a

drastic improvements and performance.

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3. Internal ambience:

A particular mood or atmosphere of an environment or surrounding influence.

Environment in art, the arrangement of accessories and surroundings to support the
main effect intended.

4. Advertising:

92
Advertising is a means of communication with the users of a product or service.
Advertisements are messages paid for by those who send them and are intended to
inform or influence people who receive them.

A) Banner:

A banner can be a flag or other piece of cloth bearing a symbol, logo, slogan or other
message. Banners can be printed in enormous formats, with a full range of rich colors.
They can also be used in many different physical situations whether it is hanging from
an existing fixture, fixed to a wall or even free standing.

B) Pamphlet:

93
A pamphlet is an unbound book that is, without a hard cover or binding. It may
consist of a single sheet of paper that is printed on both sides and folded in half, in
thirds, or in fourths, called a leaflet, or it may consist of a few pages that are folded in
half and saddle stapled at the crease to make a simple book.

C) Face book Publication:

Published advertisement on face book to generate customer awareness regarding

particular business.

9.4 Project output:

Majorly the respondents were female and majority of respondents are graduate. From
the study, it is concluded that the store was facing the problem of consumer awareness.
When we did the survey, it come to our finding that consumer is aware about the
patanjali main products but there are some of the products that the customers are not
aware about. We also have seen that employees are needed to be trained well about

94
the inventory and consumer relations. Thus, we had recommended implementing
employee training for maintaining good consumer relations and gaining knowledge
about the store products.

We had also observed that the main selling of the store is Alovera gel, for that we
recommended them to put a prop in shape of Alovera gel.

95
9.5 Tangible and intangible benefits delivered to the store:
1. Change in employee efficiency:

96
Efficiency is the ability to act or produce effectively with a minimum of waste,
expenditure or unnecessary effort. The focus is on the resources and speed with which
organisational goals are achieved.

The effectiveness of your organisation is determined by how successfully you assign

resources in order to achieve your organisational goals in the right way. In other
words, how well your organisation converts input into output, such as products,
programmes and services. In this way effectiveness contributes to the success of your
organisation.

2. Customer attraction:

Customer attraction is a way to attract the customer through various schemes like
packaging, offers, discounts etc. The effort to retain a customer is normally a simpler
task than the one involved in attracting a new client.

3. Perfect store methodology:

97
It allows you to better understand the shoppers’ behavior, as well as identify and
select several key variables which significantly influence their purchase decisions at
the Points of Sales. Those can be connected to factors like appropriate assortment
availability and product visibility standards. The variables should be different for
particular store segments, according to retail outlet categories, store sizes, different
geographies, etc. All in all, the methodology helps you to understand your picture of
success – a Perfect Store, where your sales representatives are able to beat your
competition at the shelf.

4. Enhanced Visibility:

The purchasing department benefits from the enhanced visibility that advanced
inventory management systems provide. They need to verify stock levels prior to
ordering more products and having an accurate, real-time picture of those levels
reduces error rates and ensures the right quantity is ordered each and every time.

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9.6Future recommendation
 This investigation revealed that they are many factors like patanjali products
are healthy.
 They are natural, chemical free effects on consumers’ perception or
purchasing lower.
 According to this investigation, Ram enterprise should advertise about its store
on social media.
 Female are monthly visited the Ram enterprise so they should advertise about
its personal care products.
 According to this investigation, ram enterprise should conduct training
program for its employees.
 They should make some changes in infrastructure because most of the females
(visited ram enterprise) who aged between26-50. From of them, most of
females are married. So they may be come with their children so employees
should be trained that they arrange products liked by children in such way that
they easily picked up it.

99
CONCLUSION

100
The Key factors that has influenced the perception of patanjali products and created a
positive brand imaged for the same. Baba Ramdev’s association lends credibility to
the Patanjali brand, a factor often, mentioned in the media and also highest
broadcasting commercial on Indian television of Patanjali products. Ayurvedic and
Herbal remedies are available in all Patanjali and organic stores. Ayurvedic products
are reasonably cost effective and well accepted by customers. India would draw world
attention as an abode of eco-friendly medicinal systems that are in harmony with the
nature, it is concluded that all the customers are aware of the product.

The key factor that has influenced the perception of Patanjali products and
created a positive brand image for the same. The key factor that has influenced
the perception of Patanjali products and created a positive brand image for the
same.
Most of the consumers feel that there are more chemicals in cosmetics, which cause
many side effects, and started switching over to herbal based cosmetics. Respondents
were showing less interest towards detergents but were interested towards tooth paste.
Patanjali is enjoying the advantageous position in market through spirituality element
involved in its products.

Patanjali has given a headache to many marketers with its unconventional ways of
marketing. The findings in the study 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, the large portion of the
user is satisfied from patanjali product, it is because of the 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 the customer. However, it should not ignore the competitors
like naturals, pure roots, and vindhya herbals. Patanjali in order to retain the more
customers and satisfy them must fulfill the claims made by the company before any
other brand may mushroom up and take away the benefits of marketing through
spirituality.

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REFERENCES

102
Footnote:

https://www.toppr.com/guides/business-studies/consumer-protection/consumer-
i

rights-responsibilities/ accessed on 10/11/2018 at 11:27 pm

ii http://www.businessdictionary.com/definition/consumer-awareness.html accessed
on 10/11/2018 at 12:07 pm

iii
https://legalbeagle.com/6137961-meaning-consumer-awareness.html accessed on
10/11/2018 at 12:21 pm

iv
https://www.indiastudychannel.com/resources/154880-Consumer-awarness-
importance-consumer-awareness-rights-consumers.aspx accessed on 11/11/2018 at
12:40 pm

v
https://brainly.in/question/1470002 accessed on 11/11/2018 at 12:56 am

vi
https://moz.com/blog/building-consumer-awareness accessed on 10/11/2018 at
01:56 pm

vii
https://www.cleverism.com/lexicon/customer-awareness/ accessed on 10/11/2018
at 11:56 pm

viii
https://www.syncshow.com/blog/5-marketing-tactics-for-building-customer-
awareness accessed on 11/11/2018 at 01:10 am
ix
http://businesscasestudies.co.uk/avery/growing-a-brand-in-an-unbranded-
market/creating-customer-awareness-and-loyalty.html accessed on 11/11/2018 at
01:31 am
x
https://marketinginsidergroup.com/content-marketing/13-actionable-tactics-boosting-
new-product-awareness/ accessed on 11/11/2018 at 01:43 am

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103
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Books:
1. “Consumer Awareness for Food & Dairy Products Hardcover” –
2006by Rathore NS et al.
2. Sticky Branding: 12.5 Principles to Stand Out, Attract Customers, and Grow
an Incredible Brand, by Jeremy Miller
3. What Great Brands Do: The Seven Brand-Building Principles that Separate
the Best from the Rest, by Denise Lee Yohn

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ANNEXURE

106