A Study on Customer Perception towards Selected Marketing Mix of

Patanjali’s ,Raipur.
A

Project Report

Submitted

To

Pt. Ravishankar Shukla University, Raipur (C.G.)

For

Partial fulfillment of the Requirements for the Award of the Degree of Bachelor of Business Administration

By

LOCHAN TIWARI

BBA 6th SEMESTER

ENROLLMENT NO.: AE/14800

Approved By: Guided By :

Dr. A. K. Tiwari Dr. Chandra Mohan Singh

Principal Assistant Professor

Disha College, Raipur Disha College, Raipur

Department of Management

Disha College, Disha Park, Ramnagar Kota Road, Raipur (C.G.)

Session – 2021-22

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CERTIFICATE OF DECLARATION

This is to certify that the project report entitled “A Study on Customer Perception towards Selected

Marketing Mix of PATANJALI’s, Raipur(C.G.)”done by me is an authentic work carried out for

the partial fulfillment of the requirements for the award of the degree of Bachelors of Business

Administration under the guidance of Dr. Chandra Mohan Singh.

Lochan Tiwari
BBA 6th Semester
Disha College, Raipur

CERTIFICATE OF GUIDE

This is to certify that the project work entitled “A Study on Customer Perception

towards Selected Marketing Mix of Patanjali’s ,Raipur (C.G.)”submitted in partial

fulfillment of the requirement for the award of Degree of Bachelor’s of Business

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Administration at Disha College, Raipur affiliated to Pt. Ravishankar Shukla University,

Raipur is the genuine work done by my student under my guidance and supervision. The

matter embodied in this project has not been submitted to any other university or institute

for the award of any other degree or diploma to the best of my knowledge.

Dr. Chandra Mohan Singh

Assistant Professor
Disha College, Raipur

CERTIFICATE OF APPROVAL

This is to certify that the project work “A Study on Customer Perception towards

Selected Marketing Mix of Patanjali’s, Raipur(C.G.)” submitted by Lochan Tiwari in

partial fulfillment of the requirement for the award of the degree of "Bachelors of Business

Administration", session 2021-22 at Disha College affiliated to Pt. Ravishankar Shukla

University, Raipur is a record of the student’s own work. This work has not been

submitted to any other university or institute for the award of any other degree or diploma,

to the best of my knowledge.

Dr. A. K. Tiwari
Principal
Disha College, Raipur

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 ACKNOWLEDGEMENT

This project consume huge amount of work, research and dedication. It would not have been possible
without the support of individuals and organizations. Therefore I would like to extend my sincere
gratitude to all of them.
I am using this opportunity to express my gratitude to everyone who supported me throughout the
course of this project. I am thankful for their aspiring guidance, invaluably constructive criticism and
friendly advice during project work. I am sincerely grateful to them for sharing their truthful and
illuminating views on a number of issues related to the project.
My words are too less to express my deep sense of gratitude and heart full thanks towards
Designation, Company,City (C.G.) who provided me the relevant and required details to complete my
project report.
By the grace of almighty it was very favourable on my part to work under the guidance of Dr.
Chandra Mohan Singh, Assistant Professor, Department of Management, Disha College. He guided
me full of magnanimity on every difficult step of my work and thus I completed my report in a very
efficient way over the hurdles.

I would also like to express my special thanks of gratitude to Mrs. A. Pooja Narayan, Head,
Department of Management who gave me the golden opportunity to do this project.
Nevertheless, I express my gratitude towards my family and friends for their kind cooperation and
encouragement which helped me in completion of this project.

Lochan Tiwari
BBA 6th Semester
Disha College, Raipur

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 TABLE OF CONTENT

Contents
Title i
Certificate of Declaration ii
Certificate of Guide iii
Certificate of Approval iv
Acknowledgement v
Table of Contents vi
Chapter 1 Introduction 1–8
Chapter 2 Company Profile 10- 13
Chapter 3 Research Methodology 14 - 17
Chapter 4 Data Analysis and Interpretation 18 - 33
Chapter 5 Findings and Limitations 34 – 35
Chapter 6 Conclusion and Suggestions 36 – 37
References 38
Annexure
vii
Questionnaire
Data Sheet

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 INTRODUCTION

Organization carry on their business in dynamic environment consisting of macro and

micro environmental factors and these keeps on changing. Customers needs, wants and
desires keep on changing due these factors. Like innovations, competitors 4Ps
combination. Demographic factors etc. leads to change in customers mind set. Customer
compares the available 7Ps and then opts for any product or brand. Firm must be abreast
with these things. Thus, its duty of organization to continuously keep them self-updated on
customers’ perception towards firm’s marketing mix and that of competitors.

Let’s understand the two important concepts i.e., Perception and Marketing Mix

Perception: Perception is the process through which the information from outside
environment is selected, received, organized and interpreted to make it meaningful to you.
This input of meaningful information results in decisions and actions.
According to S. P. Robbins, perception can be defined as “the process by which
individuals organize and interpret their sensory impressions in order to give meaning to
their environments.”
According to Fred Luthans, perception can be defined as “Perception is an important
meditative cognitive process through which persons make interpretations of the stimulior
situation they are faced with.
Process of perception

Sensation
Sensation describes what occurs when a person's senses are initially exposed to the
external stimulus of a product or brand marketing. The sensory receptors of a consumer
are engaged by product or brand cues through sight, sound, smell, taste and texture. For
example, Starbucks engages all the senses in its sensory brand marketing. A customer who
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enters a Starbucks coffee shop may hear the sounds and smell the aroma of the grinding of
fresh coffee in the store. Background music and a unique store design round out the
experience of the taste of hot or cold coffee and food products that can be enjoyed in-store
at quaint cafe tables.
Attention
In consumer information processing, attention occurs when a person lingers and gives
mental processing capacity to the external stimulus from a product or brand. Selective
perception is when a consumer pays attention to messages that are consistent with her
attitudes, beliefs and needs. When a product is inconsistent with these factors, the
consumer will withdraw attention.
Interpretation
Interpretation occurs when a person assigns a meaning to the sensory stimulus from a
product or brand marketing. Comprehension is aided by expectations and familiarity. A
consumer scans his memory to retrieve previous experiences with the brand or a similar
brand. Store-brand marketing frequently capitalizes on the interpretation stage when
product packaging design contains logos, colors and other elements that are similar to
national brands that consumers are generally more familiar with.
Retention
The conclusion of the consumer perception process is the retention stage. This is marked
by the storage of product or brand information in short-term and long-term memory. The
marketer's goal is to provide positive stimuli in the proceeding stages that translate into
consumers storing the information about the product or brand into long-term memory
Perception importance:
1. Perception is important in understanding human behavior because every person
perceives the world and approaches life problems differently.
2. If people behave on the basis of their perception, we can predict their behavior in the
changed circumstances by understanding their present perception of the environment.
3. With the help of perception, the needs of various people can be determined, because
people’s perception is influenced by their needs.
4. Perception can be important because it offers more than objective output, it ingests an
observation and manufactures an altered enriched with previous experiences.
5. Perception builds character that defines different roles individuals fall into the clown,
the hypocrite, the self-righteous, etc.
Marketing :Marketing is the process of exploring, creating, and delivering value to meet
the needs of a target market in terms of goods and services; potentially including
selection of a target audience; selection of certain attributes or themes to emphasize in
advertising; operation on advertising campaign attendance at trade show and public events;
design of products and packaging  attractive to buyers; defining the terms of sale, such as 
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price, discount, and return policy; product placement  in media or with people believed to
influence the buying habits of others; agreements with retailers, wholesale distributors, or
resellers; and attempts to create awareness of, loyalty to, and positive feelings about a
brand. Marketing is typically done by the seller, typically a retailer or manufacturer.
Dr. Philip Kotler defines Marketingas “the science and the art of exploring, creating and
delivering value to satisfy the need of target market at a profit. Marketing identifies
unfulfilled needs and desire it defines, measures and quantifies the size of the identified
market and the profit potential. It pinpoints which segments of the company is capable of
serving best and its designs and promotes the appropriate products and services.
Marketing Mix:
The basic task of marketing is the delivery of product(s) to consumers so that their needs
are fulfilled and organizational objectives are also achieved. It involves several important
decisions, e.g., deciding about the product or products which should be offered for sale,
price of the product, markets where products may sell and the means of communication
with the consumer for the sale of the product. All these decisions form part of marketing
mix.
The marketing mix is a set of marketing tools employed by a company to promote its
products or services in the market. It includes the 4Ps which stand for Product, Price,
Place, and Promotion. In simple terms, the marketing mix helps businesses deliver the
right product in the right place, at the right price, and at the right time.
According to Philip Kotler - "Marketing Mix is the combination of four elements, called
the 4P's (product, Price, Promotion, and Place), that every company has the option of
adding, subtracting, or modifying in order to create a desired marketing strategy".
According to W.J. Stanton, “Marketing mix is the term used to describe the combination
of the four inputs which constitute the core of a company’s marketing system, the product,
the price structure, the promotional activities and the distribution system”.

Elements of Marketing Mix

The marketing mix is a tool used to help brands understand what elements must be
combined in order to meet their marketing goals and objectives. Ultimately, this includes
the 4 Ps of marketing: product, price, place and promotion.

4 elements of marketing mix,

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Product: A product may be defined as a set of tangible, intangible and associate attributes
capable of being exchanged for a value with the ability to satisfy consumers and business
needs.  It is anything that can be offered to a market to satisfy the needs or wants of the
customer. The products that are marketed include physical goods, services, experiences,
events, person, place, properties, organization, information and ideas.
Philip Kotler “A product is anything that can be offered to a market for attention,
acquisition, use or consumption. It includes physical objects, services, personalities, place,
organizations and ideas.”
Alderson: “A product is a bundle of utilities consisting of various features and
accompanying services.”
Features of product:

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 1. Tangible and Intangible attributes – The first and foremost important feature of a
product is its tangibility. It means it can be seen, touched, and its physical presences
can be felt, like book, cycle, table, etc.
Alternatively, the product maybe intangible in the form of services, such as banking,
insurance or repairing services.
2. Exchange value - Every product, whether tangible or intangible, should have an
exchange value and should be capable of being exchanged between the buyer and
seller for a mutually agreed consideration.
3. Utility benefits - Another important characteristic of a product is that it should
have a utility like a bundle of potential utility or benefits.
4. Consumer satisfaction - Another feature from the marketing viewpoint is that the
products should have the ability to deliver  value satisfaction to consumer for whom
they are intended.
5. Business Need satisfaction – It should also have the attribute to satisfy a business
need. The basic business need obviously is to earn a profit on the product sold. It
must have the attribute of generating profit.

Pricing: Rice in marketing mix refers to the value we pay in exchange for the product and
services offered by a company. Price is considered a vital element of the marketing mix
because it dictates a company’s survival and profit. 
Pricingof a product plays an important role in determining the success of a company.
Several factors like list price, competitor’s price, discount, terms of sales, etc., are taken
into consideration before deciding on the price of a good or service.Even a little
fluctuation in the price of a product can heavily impact its demand in the market.
For example, a discount on a particular product can sometimes draw more customers but it
might also give an impression of the product being less exclusive. Thus, marketers have to
be careful when and if discounting is appropriate.
Place: Place in marketing mix refers to the geographical location in which the company
sells its products and provides its services.  It is said that location is one of the most
important parts of marketing strategy. That is why, a smart consumer will research
opportunities that areaccessible to them locally, and then proceed to making a payment.
Where you sell your products is importantbecause the locationmusthave your target
customers. There is no sense in selling products to people who are not interested in your
product or service. Place does not always refer to the store location. It also refers to the
placing of products inside a store. 

Generally, companies like P&G demand their products to be prioritized in the planogram
for a store. This would mean that their products should be placed in a manner where the
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products meet the eye-level of the customer walking inside the store. Nowadays, when
everything is shifting towards digital platforms, it becomes necessary for firms to place
them on those digital platforms and leverage digital marketing.  
Physical distribution and logistic: “The activities associated with moving materials from
source to destination. Can be associated with movement from a manufacturer or distributor
to customers, retailers or other secondary warehousing / distribution points.”
“Logistics management is that part of supply chain management that plans, implements,
and controls the efficient, effective forward and reverses flow and storage of goods,
services and related information between the point of origin and the point of consumption
in order to meet customers’ requirements.

Promotion:Promotion in the marketing mix refers to the communicationthat aims at

promoting a product, activity, or a brand among the target customers; in order to drive
sales, and involves both buyer and seller. 
However, promotion can also aim at building the reputation of the organization rather than
just increasing sales. We refer to this type of promotion as public relations. Promotion is
an essential component of the marketing mix because without communicating about a
product, a company cannot attract customers. It is also used to influence customers to buy
a product or choose a particular brand. Promotional activities can involve spreading
awareness about a product or the brand or also an activity.
Advertising: The word advertising originates from a Latin word advertise, which means
to turn to. The dictionary meaning of the term is “to give public notice or to announce
publicly”.
Advertising may be defined as the process of buying sponsor-identified media space or
time in order to promote a product or an idea.
The American Marketing Association, Chicago, has defined advertising as “any form of
non-personal presentation or promotion of ideas, goods or services, by an identified
sponsor.

Advertising includes the following forms of messages: The messages carried in-
 Newspapers and magazines;
 On radio and television broadcasts;
 Circular of all kinds, (whether distributed by mail, by person, thorough tradesmen, or by
inserts in packages).
 Label stags and other literature accompanying the merchandise.
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 Sales promotion: Sales promotion is a part of the promotion mix that a business uses for
stimulating the demand for products and services and also to increase brand awareness of
the product or the service.
Sales promotion is used in the following cases:
1. For introducing new products to the existing market
2. To increase the sales of an existing product
3. To introduce a product to a new product.
American Marketing Association defines sales promotion as-
Media and non-media marketing pressure applied for a predetermined, limited period of time in order
to stimulate trial, increase consumer demand, or improve product availability.
Personal selling: Philip Kotler definespersonal selling as “Personal selling is an ancient art.
Effective sales persons have more than instinct; they are trained in a method of analysis and customer
management. Selling today is a profession that involves mastering and applying a whole set of
principles”.

Daniel S. warner defines personal selling as “A face to face persuasive communication between a
seller and a prospective buyer”.

Publicity: Publicity is the phenomenon of increased awareness and coverage about a person, product
or a service through media leading to increased or decreased sales and revenue depending upon the
effect on the potential customers. Publicity generally gives the authority of an independent voice. It
may turn helpful in increasing the sales from the potential customers. Publicity is not restricted to
products or services only but can be attributed to politics, entertainment, arts, artists, documentaries
etc.

Philip Kotler defines publicity as - “Nonpersonal stimulation of demand for the product or service, or
business unit by placing commercially significant news about it in public medium or obtaining
favorable presentation of it upon radio, television, or stage that is not paid for by the sponsor.”

William J. Stanton defines publicity as- “Publicity is any promotional communication regarding an
organization and/or its products where the message is not paid for by the organization benefiting from
it.”

People: Excellent customer service not only converts to sales, but can increase your customer base
by referrals. Acquiring these referrals by people who love your brand can also be great example of
how your marketing efforts can support your sales process. It’s important that everyone who
represents your brand or deals with customer including the non-human chat bot variety. People are
trained sales professionals with an intimate knowledge of your product and how it will improve the
lives or solve the problems of your customers.

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People refers to those who deal with customers. That is one of the seven aspects of marketing success
because their services has a direct impact on customer satisfaction and loyalty.

Process: the process of delivering your product to the consumers should be designed for maximum
efficiency and reliability but may also include features that are in lines with your brand, such as being
environmentally or sustainability focused.

Process refers to the flow of activities or mechanism that take place when there is in an interaction
between the customers and the business.

Physical evidence: Physical evidence incorporates aspects that proves your brand exists and that a
purchase took place. Example of proof of purchases can include physical or digital or digital receipt,
invoice or follow up email newsletters that you send to your customers as a retention exercise.

Physical evidence refers to everything your customer see when interacting with your business. This
includes: the physical environment where you provide the product or service. The layout or interior
design.

Components of physical evidence:

 Physical Environment. Physical environment is the location and surroundings the customer is
in when the product is consumed.
 Spatial Layout. Spatial layout is a component, which works in conjunction with physical
environment. This is how the environment is setup.
 Ambiance. Ambiance is another component of physical evidence. It is a key factor in setting
the mood of the physical environment.
 Corporate Branding. Branding is another component of physical evidence. This is a large
factor in how a customer perceives your business.
 Consistency. Consistency is a crucial component of physical evidence. You want a customer
to know that when they use your product, there is an expectation of what they will receive.

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 Company profile

Patanjaliayurved.net domain is owned by Patanjali Ayurved Limited incorporated in 2006 under

Companies Act, 1956 with its registered office at D-26, Pushpanjali Bijwasan Enclave, New Delhi -
110061. Patanjaliayurved.net is the official online Patanjali store of Patanjali Ayurved Limited. Full
range of best quality, trusted Patanjali products are now just a click away from your door step. We
are dedicated for best service, quality products, real time assistance. We present full product range of
food, cosmetics, medicines, books, CD s, DVD s & Audio cassettes at best price.

Patanjali Ayurved Limited produces quality Herbomineral preparations. To monitor quality, the Divya Yog
Mandir Trust and Patanjali Yog Peeth grow many endangered herbs on its farmland. The principles of Good
Manufacturing Practices (GMP) are rigorously followed in the plant and Company prides itself on being
environment friendly.
A high stress on quality, several quality circles and special quality circles and special project teams working
on Total Quality Management (TQM) projects make quality a way of life in Patanjali Ayurved Limited. This
enables Patanjali Ayurved Limited to produce herbomineral preparations with uniform levels of batch-to-
batch consistency. This ensures that the customer gets the same high quality product regardless of where it is
purchased.
The special equipment required for manufacturing of sterile products (bhasma, ghanstva, eyedrop, capsule,
etc.) includes component washing machines, steam sterilizers, membrane filter machines, manufacturing
vessels, blenders, liquid filling machines, powder filling machines, sealing and labelling machines, vacuum

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testing chambers, inspection machines, lyophilisers, pressure vessels, etc. are provided depending on the type
and volume of activity.
Unit sterilizers are double ended with suitable interlocking arrangements between the doors. The
effectiveness of the sterilization process is established initially by biological inactivation studies using
microbial spore indicators and then at least oncea year by carrying out thermal mapping of the chamber.
Filling machines are challenged initially and then at periodic intervals by stimulation trials including sterile
media fill.
On procurement, engineers with the support of production and quality assurance personnel have done
installation qualification of each of the equipment. Equipment for critical processes like aseptic filling and
sterilizers are suitably validated according to a written programme before putting them to use.
Standard operating procedures are available for each equipment for its calibration and operation and
cleaning.
   

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Page 16
Page 17
Sales

Patanjali Ayurved Ltd.'s net profit and revenue rose in the first half of
the current fiscal, aided by a low base. Net profit of the maker of Dant
Kanti toothpaste rose 8% over a year earlier to Rs 231.8 crore in the six
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months ended September, according to its exchange filing. Other
Highlights: Revenue rose 8% to Rs 4,575.7 crore in the first half.
Operating margin narrowed to 10.6% from 11.6%

Other Highlights:
Revenue rose 8% to Rs 4,575.7 crore in the first half. Operating margin
narrowed to 10.6% from 11.6%. Its largest food and dairy products
segment saw revenue rise to Rs 2,736.3 crore, a growth of 16.1%. Sale
of its ayurvedic products rose 32.7% to Rs 630.9 crore. Home and
personal care products sales fell 15.2% to Rs 1,113.2 crore as
discretionary spends took a hit amid the second wave of covid.
the Baba Ramdev-backed company raised Rs 175 crore through private
placement of listed 9.25% non-convertible debentures on May 19, due for
repayment in 2024. And it didn't invest more in Ruchi Soya Ltd. Like other
consumer goods peers, the company saw an increase in raw material
costs. Cost of chemicals, food grains, fatty acids and palm oil have risen
in the range of 30-40%, Ram Bharat, director at Patanjali Ayurved, told
BloombergQuint. Transportation costs also rose 40%, hurting margins, he
said.

How Patanjali Ayurved compares with other consumer goods

makers in H1 FY22
Ebit YoY
YoY YoY da Cha
Revenu Cha Editda Cha Mar nge
Compa e (Rs nge (Rs nge gin (bps
ny Crore) (%) Crore) (%) (%) ) 

20.
Dabu 5,429 8 1,17 19 −3
22
r .10 20. 2.70 19 0
8
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 Ebit YoY
YoY YoY da Cha
Revenu Cha Editda Cha Mar nge
Compa e (Rs nge (Rs nge gin (bps
ny Crore) (%) Crore) (%) (%) ) 

12.
24,63 0 5,97 9 −8
HUL 24
9.00 12. 9.00 9 0
0

Colga
te 2,518 8.3 756. 5 −8
30
Palm .40 8.3 00 5 0
olive

Patan
jali 4,575 8.0 487. −1 −1
11
Ayur .70 8.0 22 −1 00
ved
26.
Mari 4,944 3 904. 6 −3
18
co .00 26. 00 6 60
3
Source: Stock exchange filing, Emkay Research

Read more at: https://www.bloombergquint.com/business/patanjali-ayurved-h1-results-profit-up-downsizes-packs-to-cut-costs

Copyright @bloomberg.com

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 RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. In it, step-by-step
methods are followed to solve a particular problem. It refers to a search for knowledge. It can also be
defined as a scientific and systematic search for pertinent information on a specific topic. In fact,
research is an art of scientific investigation.

The methodology adopted for the present study was focus discussion, interview and close observation
through in-house study. Since the project is based on action research it was necessary to build rapport
to collect maximum information from the Customers. Hence the research spent considerable time with
the people who reside in city. The main focus was to do with the assessing the satisfaction level of
customer and explore the possibility of more sound arrangement of disseminating outlook information
system.\\

Definition of research
According to Kothari (2006), Research is a pursuit of trust with the help of study, observation,
comparison and experiment, the search for knowledge through objective and systematic method of
finding solutions to a problem.

Research process

1. Identification and Defining the Problem and research area

2. Statement of Research Objectives
3. Planning the Research Design
4. Sampling Design
5. Data Collection Source & Tools
6. Data Collection
7. Data Processing and Analysis
8. Finding & Limitations
9. Conclusion & Suggestions

Research Problem
In current research study we are trying to find out the customer perception towards selected marketing
mix of Domino’s ,Raipur(C.G.)
Research objective
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 1. To know the customer perception towards product of Domino’s.
2. To know the customer perception towards physical evidence of Domino’s.

3. To know the customer perception towards personal selling of Domino’s.

Research Design
According to Kerlinger- “Research design is the plan, structure and strategy of investigation
conceived so as to obtain answers to research questions and to control variance.”
Research design:The research design refers to the overall strategy that you choose to integrate the
different components of the study in a coherent and logical way, thereby, ensuring you will effectively
address the research problem; it constitutes the blueprint for the collection, measurement, and analysis
of data. Research design is a broad framework that states the total pattern of conducting research
project. It specifies objectives, data collection and analysis methods, time, costs, responsibility,
probable outcomes, and actions.
The important content of a research design as under:
(i) It is a plan that specifies the sources and types of information relevant to the research problem.
(ii) It is a strategy specifying which approach will be used for gathering and analyzing the data.
(iii) It also includes the time and cost budgets since most studies are done under these two
constraints.
A Research Design is simply a structural framework of various research methods as well as
techniques that are utilized by a researcher.
According to Kerlinger, “Research in the plan, structure and strategy of study conceived in order to
get answers to research questions and also to control variance.”
Types of Research Design

Exploratory Research Design-The main purpose of such studies is that of formulating a problem for
more precise investigation. The major emphasis in such studies is on the discovery of ideas and
insights. As such the research design must be flexible enough to provide opportunity for considering
different aspects of a problem under study. This design is for the case where very little information is
available or problem has not been clearly defined. Generally, the following three methods used in
ERD are:
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(a) the survey of concerning literature;
(b) the experience survey and
(c) the analysis of ‘insight-stimulating
The survey of concerning literature happens to be the most simple and fruitful method of
formulating precisely the research problem or developing hypothesis. Hypotheses stated by earlier
workers may be reviewed and their usefulness be evaluated as a basis for further research.
Experience survey means the survey of people who have had practical experience with the problem
to be studied.
 The object of such a survey is to obtain insight into the relationships between variables and new
ideas relating to the research problem.
 For such a survey people who are competent and can contribute new ideas may be carefully
selected as respondents to ensure a representation of different types of experience.
 The respondents so selected may then be interviewed by the investigator.
Analysis of insight stimulating cases includes all those events, incidents and phenomena that
stimulate the researcher.
 Such cases invoke in the investigator the thinking regarding the formulation of the hypotheses.  It
is particularly suitable in areas where there is little experience to serve as a guide.
 In this regard, the attitude of the investigator, intensity of the case study and integrative power of
investigators appear to be very important.
 The discovery of ideas and insights and understanding nature of problem is needed.
 It is flexible and unstructured in nature and used when information needed may be loosely defined.
 Small samples are used to collect data through studies, depth interviews, projective techniques,
focus groups.

Descriptive Research Design

Descriptive research studies are those studies which are concerned with describing the characteristics
of a particular individual, or of a group. Most of the social research comes under this category. Here,
the researcher must be able to define clearly, what he wants to measure and must find adequate
methods for measuring it along with a clearcut definition of ‘population’ he wants to study. The
research design must make enough provision for protection against bias and must maximize
reliability.
The design in such studies must be rigid and must focus attention on the following:
(a) Formulating the objective of the study (what the study is about and why is it being made?)
(b) Designing the methods of data collection (what techniques of gathering data will be adopted?)
(c) Selecting the sample (how much material will be needed?)
(d) Collecting the data (where can the required data be found and with what time period should the
data be related?)
(e) Processing and analyzing the data.
(f) Reporting the findings.
The methods by which the data are to be obtained are observation, questionnaires, interviewing,
examination of records, etc. with their merits and limitations. The questions must be well examined
and be made unambiguous; interviewers must be instructed not to express their own opinion;

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observers must be trained so that they uniformly record a given item of behavior. It is always
desirable to pretest the data collection instruments before they are finally used for the study purposes.
The two methods of descriptive research design are cross-sectional study and longitudinal study.
Cross Sectional Study is defined as an observational study where data is collected as a whole to study
a population at a single point in time to examine the relationship between variables of interest.
Longitudinal Study is like the cross-sectional study, is also an observational study, in which data is
gathered from the same sample repeatedly over an extended period of time.
True Panel - The same subjects are used for the panel every time data is collected.
Omnibus Panel – Different subjects are pulled from the panel for each time period.
Experimental Research
Design Experimental studies are those where the researcher tests the hypotheses of causal
relationships between variables. Such studies require procedures that will permit drawing inferences
about causality. Experimentation is resorted to when it is not possible to solve the problem through
observation and general knowledge. The core of the experimental method lies in drawing inferences
by observation of human relations under controlled conditions.
Since a number of factors are in operation in every complex social situation, the social scientist, while
seeking to describe the single causal relation of factor A to factor B, must attempt to create an
artificial situation wherein all other factors, such as C, D, E etc., are controlled.
Such a state is achieved by selecting two groups which are equal in all significant characteristics and
choosing either of the groups as experimental group, and the other as the ‘control group’, and
thereafter exposing the ‘experimental group’ to the assumed causal variable, while keeping the
‘control’ group under control. After a specific time period, the two groups are compared in terms of
the ‘assumed effect’. The assumed causal variable (training) and the assumed effect(skill, knowledge)
are otherwise called the independent variable and dependent variable respectively. The three
components of experimental design are: comparison, manipulation, and control.
Various Types of Experimental Design are @ After only Design, @ Before-After Design, @ Before-
After with Control Group Design, @ After Only with Control Group Design, @ Four Group-Six
Study Design @ Ex-Post Facto Design, etc.

Sampling Design
Sampling is the process of selecting units (e.g., people, organizations) from a population of interest so
that by studying the sample we may fairly generalize our results back to the population from which
they were chosen. A sample is a part of a target population, which is carefully selected to represent
the population. Sampling frame is the list of elements from which the sample is actually drawn.
The five steps to sampling are:
 Identify the population.
 Specify a sampling frame.
 Specify a sampling method.
 Determine the sample size.
 Implement the plan.
1. Identify the population of interest A population is the group of people that you want to make
assumptions about. For example, Researcher wants to know how much stress college students
experience during finals. Her population is every college student in the world because that's who she's

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interested in. Of course, there's no way that Researcher can feasibly study every college student in the
world, so she moves on to the next step.
2. Specify a sampling frame A sampling frame is the group of people from which you will draw your
sample. For example, Researcher might decide that her sampling frame is every student at the
university where she works. Notice that a sampling frame is not as large as the population, but it's still
a pretty big group of people. Researcher still won't be able to study every single student at her
university, but that's a good place from which to draw her sample.
3. Specify a sampling method There are basically two ways to choose a sample from a sampling
frame: probability sampling (random) and non-probability sampling (non-random). There are benefits
to both. Basically, if your sampling frame is approximately the same demographic makeup as your
population, you probably want to randomly select your sample. Sampling frame need to be
representative of population.
For example, what if the college where researcher works has a lot more men than women? In the
population of every college student in the world, there might be more of a balance, but Researcher's
sampling frame (her college) doesn't really represent that well. In that case, she might want to non-
randomly select her sample in order to get a demographic makeup that is closer to that of her
population.
4. Determine the sample size. In general, larger samples are better, but they also require more time
and effort to manage. If Researcher ends up having to go through 1,000 surveys, it will take her more
time than if she only has to go through 10 surveys. But the results of his study will be stronger with
1,000 surveys, so he has to make choices and find a balance between what will give her good data and
what is practical.
5. Implement the plan. Once you know your population, sampling frame, sampling method, and
sample size, you can use all that information to choose your sample.

METHODS OF SAMPLING
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CONVINIENCE SAMPLING

1. Convenience sampling
A convenience sample simply includes the individuals who happen to be most accessible to the
researcher. This is an easy and inexpensive way to gather initial data, but there is no way to tell if the
sample is representative of the population, so it can’t produce generalizable results. Example- You are
researching opinions about student support services in your university, so after each of your classes,
you ask your fellow students to complete a survey on the topic. This is a convenient way to gather
data, but as you only surveyed students taking the same classes as you at the same level, the sample is
not representative of all the students at your university.
2. Purposive sampling
This type of sampling involves the researcher using their judgement to select a sample that is most
useful to the purposes of the research. It is often used in qualitative research, where the researcher
wants to gain detailed knowledge about a specific phenomenon rather than make statistical inferences.
An effective purposive sample must have clear criteria and rationale for inclusion.
Example- You want to know more about the opinions and experiences of disabled students at your
university, so you purposefully select a number of students with different support needs in order to
gather a varied range of data on their experiences with student services.
3. Snowball sampling
If the population is hard to access, snowball sampling can be used to recruit participants via other
participants. The number of people you have access to “snowballs” as you get in contact with more
people.
Example- You are researching experiences of homelessness in your city. Since there is no list of all
homeless people in the city, probability sampling isn’t possible. You meet one person who agrees to
participate in the research, and she puts you in contact with other homeless people that she knows in
the area.
4. Quota sampling
In quota sampling, a population is first segmented into mutually exclusive sub-groups (based on
factors like age, income level, gender, education, occupation etc.), just as in stratified sampling. Then
judgment is used to select the subjects or units from each segment based on a specified proportion.
Example- You are researching experiences of homelessness in your city. Since there is no list of all
homeless people in the city, probability sampling isn’t possible. You meet one person who agrees to
participate in the research, and she puts you in contact with other homeless people that she knows in
the area.
An appropriate sampling technique will draw relevant useful sample and this will result in correct data
collection.
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DATA COLLECTION
Success of marketing research project depends upon quality and relevance of data. And, quality of
data, to a major extent, depends upon methods and techniques used for collecting data. Selection and
use of methods for conducting marketing research require a great deal of experience and expertise.
Overall suitability of different methods plays a vital role in their selection.

TYPES OF DATA
A. Primary Data
B. Secondary Data
A. Primary Data- Primary data is the data which is collected first hand specially for the purpose of
study. It is collected for addressing the problem at hand. Thus, primary data is original data
collected by researcher first hand.
Primary data collection tools-

Observation Method- Observation method is used when the study relates to behavioural science.
This method is planned systematically. It is subject to many controls and checks. The different types
of observations are:

 Structured and unstructured observation

 Controlled and uncontrolled observation
 Participant, non-participant and disguised observation
Interview Method- The method of collecting data in terms of oral or verbal responses. It is achieved
in two ways, such as

 Personal Interview – In this method, a person known as an interviewer is required to ask

questions face to face to the other person. The personal interview can be structured or
unstructured, direct investigation, focused conversation, etc.
 Telephonic Interview – In this method, an interviewer obtains information by contacting people
on the telephone to ask the questions or views orally.
Questionnaire Method- In this method, the set of questions are mailed to the respondent. They
should read, reply and subsequently return the questionnaire. The questions are printed in the definite
order on the form. A good survey should have the following features:

 Short and simple

 Should follow a logical sequence

 Provide adequate space for answers

 Avoid technical terms

 Should have good physical appearance such as colour, quality of the paper to attract the
attention of the respondent
Schedules- This method is similar to the questionnaire method with a slight difference. The
enumerations are specially appointed for the purpose of filling the schedules. It explains the aims and
objects of the investigation and may remove misunderstandings, if any have come up. Enumerators
should be trained to perform their job with hard work and patience.

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B.Secondary Data- Secondary data is the data that have been already collected by and readily
available from other sources. Such data are cheaper and quickly obtainable than the primary data and
also may be available when primary data cannot be obtained at all.
Secondary data collection tools-
1.Internal-
 Accounting records- Accounting records are key sources of information and evidence used to
prepare, verify and/or audit the financial statements. They also include documentation to prove
asset ownership for creation of liabilities and proof of monetary and non-monetary transactions.

 Sales force report- Sales force report is a management tool that offers a visual representation of
essential sales-based data with the goal to enhance critical elements of a business, including
marketing, sales, commerce, and service. A company's internal data, such as sales and marketing
records, customer account information, product purchasing and usage data are typical secondary
data sources.

 Miscellaneous- Reports collected from previous market research studies, professional journals,
commercial business periodicals, several guides, etc.

 Internal experts- Internal experts are people who are heading the various departments. They
can give an idea of how a particular thing is working.
2.External-
 Government publications- It include the topics like employment, savings, investments, family
expenditure, imports/exports, population censuses etc.
These publish the data periodically; i.e., monthly, quarterly or annually. Main government
publications are- Report on Currency and Banking, Statistical Abstract of India, Reserve Bank of
India Bulletin, Agricultural Statistics of India, Labor Gezette, Indian Foreign Statistics, Annual
Report of Ministries etc. Various ad-hoc government publications also serves as secondary data
source which is prepared for a specific use, non-generalizable, and not intended to be adapted to
others purposes.

 Non-government publications- It include trade or professional publications as magazines,

journals, and newspapers written for particular audiences. Big trade and business associations
such as FICCI, ASHOCHEM and others also publish periodic data about trade and industry
which are of much use. University publications contains books, chapters in edited volumes,
articles in peer-reviewed journals, policy briefs and working papers. A syndicated service is a
research study which is conducted and funded by a market research firm but not for any specific
client is called a syndicated research. The result of such research is often provided in the form of
reports, presentations, raw data etc. Firm charges for their services. Consumer research is a part
of market research in which inclination; motivation and purchase behavior of the targeted
customers are identified. Consumer research services helps businesses or organizations
understand customer psychology and create detailed purchasing behavior profiles. International
publications- world bodies such as I.M.F., World Bank, W.T.O.; W.H.O etc. also publish the

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 data regarding their organizations. These are used as published secondary data. They are of
immense use to business taking interest in import/export etc.

DATA ANALYSIS

1. Patanjali’s has good quality of food items.

Response No. of Respondent Response in %

Strongly Agree 12 24%
Agree 20 40%
Neutral 7 14%
Disagree 6 12%
Strongly Disagree 5 10%
Total 50 100%

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Page 30
Page 31
 Patanjali Yogpeeth

Patanjali Yogpeeth in Haridwar, Uttarakhand, is one of the largest yoga institutes in India, and possibly in
the whole world. Named after the Rishi Patanjali

19 KB (1,391 words) - 09:37, 4 January 2022

 Patanjali Ayurved

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 Patanjali Ayurved, (known as Patanjali), is an Indian multinational conglomerate holding company,
based in Haridwar, India. It was founded by Ramdev and

46 KB (3,807 words) - 10:01, 12 April 2022

 Yoga Sutras of Patanjali

The Yoga Sutras of Patañjali is a collection of Sanskrit sutras (aphorisms) on the theory and practice of
yoga - 195 sutras (according to Vyāsa and Krishnamacharya)

71 KB (8,575 words) - 01:43, 1 April 2022

 Ramdev (redirect from Patanjali Yoga Peeth)

broadcasting his yoga classes on various TV channels. He co-founded the Patanjali Ayurved Ltd. with his
colleague Balkrishna. In 2010, he announced to form

80 KB (7,578 words) - 02:04, 11 April 2022

 Kriya Yoga (section Yoga Sutras of Patanjali)

(Sanskrit: क्रिया योग) is the active aspect of yoga. The Yoga Sutras of Patanjali 2.1 defines three types of
kriya (action): The yoga of action (kriyayoga)

17 KB (1,978 words) - 02:40, 19 March 2022

 Balkrishna

Indian billionaire businessman and chairman of the consumer goods company Patanjali Ayurved. He was
reported by Forbes to have a net worth of US$2.3 billion

18 KB (1,300 words) - 13:00, 31 March 2022

 Yoga (category Articles with J9U identifiers)

Śramaṇa movements. The most comprehensive text on Yoga, the Yoga Sutras of Patanjali, date to the
early centuries of the Common Era; Yoga philosophy became

132 KB (14,820 words) - 11:53, 30 March 2022

 Rāja yoga (section As the yoga system of Patanjali)

when Swami Vivekananda gave his interpretation of the Yoga Sutras of Patanjali in his book Raja Yoga.
Since then, Rāja yoga has variously been called

20 KB (2,038 words) - 12:04, 20 March 2022

 Pranayama (section Yoga Sutras of Patanjali)

described in Hindu texts like the Bhagavad Gita and the Yoga Sutras of Patanjali. Later in Hatha yoga
texts, it meant the complete suspension of breathing

17 KB (1,932 words) - 14:09, 1 April 2022

 Patu Keswani (redirect from Patanjali (Patu) G Keswani)

Patu Keswani (born 9 February 1959 in Lucknow) is the chairman and managing director of Lemon Tree
Hotels. Patu Keswani completed his education at St

5 KB (514 words) - 18:10, 4 July 2021

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 Yamas

from its various traditions, discuss Yamas. Patañjali lists five yamas in his Yoga Sūtras of Patanjali. Ten
yamas are codified as "the restraints" in

12 KB (1,273 words) - 11:59, 25 October 2021

 Iyengar Yoga (section Invocation to Patanjali)

Abuses". IYNAUS. Retrieved 16 October 2019. Iyengar 1991, p. 9 (Prayer). "Invocation to Patanjali".
Iyengar Yoga (UK). Retrieved 4 April 2019. Newcombe 2019

18 KB (1,706 words) - 13:18, 16 December 2021

 Samadhi (section Patanjali's Yoga Sūtras)

tradition, it is the eighth and final limb identified in the Yoga Sutras of Patanjali. Sarbacker: samādhi is
meditative absorption, attained by the practice

61 KB (7,452 words) - 04:20, 7 March 2022

 Yoga (philosophy)

systematic collection of ideas of Yoga is found in the Yoga Sutras of Patanjali, a key text of Yoga which
has influenced all other schools of Indian philosophy

51 KB (6,390 words) - 11:19, 9 April 2022

 Kātyāyana

पतञ्जलीमहर्षिः Patanjali Maharshi
said ecstatically: प्रियतद्धिता दाक्षिणात्याः. This proves that he lived in the Southern
India. Also Patanjali Maharshi also

7 KB (710 words) - 19:23, 3 March 2022

 Kriyā

yoga discipline meant to achieve a specific result. The Yoga Sutras of Patanjali 2.1 defines three types of
kriya, namely asceticism, study, and devotion

3 KB (309 words) - 20:35, 19 June 2021

 Pratyahara

element among the Eight stages of Patanjali's Ashtanga Yoga, as mentioned in his classical work, Yoga
Sutras of Patanjali composed in the 2nd century BCE

9 KB (958 words) - 07:07, 27 September 2021

 Dharma (category Articles with J9U identifiers)

others) In the Yoga Sutras of Patanjali the dharma is real; in the Vedanta it is unreal. Dharma is part of
yoga, suggests Patanjali; the elements of Hindu dharma

63 KB (8,000 words) - 13:03, 21 March 2022

 Asana

balancing poses. The Yoga Sutras of Patanjali define "asana" as "[a position that] is steady and
comfortable". Patanjali mentions the ability to sit for extended

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 90 KB (8,859 words) - 13:28, 8 April 2022

 Rama Navami

and Socio-Economic Change. Macmillan Academic. p. 211. ISBN 978-0-333-53505-9. Brian A. Hatcher

(2015). Hinduism in the Modern World. Routledge. pp. 116–117

13 KB (1,340 words) - 09:47, 13 April 2022

Reasearch methodology:-
REFERENCES
Books
1) Kothari, C.R. (2004) Research Methodology—Methods and Techniques. 2nd Edition, New Age, New Delhi.

2) Kotler, P., Armstrong, G. and Opresnik, M. O. (2018) Principles of Marketing. 17th Edition, Harlow: Pearson.

3) Malhotra, N. K. (2007) Marketing Research. 5th Edition, Pearson Education.

4) Schiffman, L. G. and Leslie, L. K. (2007) Consumer Behaviour. 9th Edition, Pearson Education.

5) Beri, G. C. (2013) Marketing Research. 5th Edition, McGraw Hill Publication.

Websites

1) Anonyms, (n.d.), Patanjali, https://www.patanjaliayurved.net/. (Browsing date: 15th March, 2022)

2) Anonyms, (n.d.), Economic Times, Marketing Mix, https://m.economictimes.com/ definition/ marketing-mix/amp. (Browsing date:
16th March, 2022)

3) Anonyms, (n.d.), Perception, https://en.m.wikipedia.org/wiki/Perception. (Browsing date: 16th March, 2022)

Data Analysis:-

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