1.

1 INTRODUCTION

Patanjali Ayurveda was formed in 13th January 2006 an a private limited company by Yoga
GuruRamdev & his partner Sri Acharya Balakrishna. In 25th June 2007 it was converted to a
public limited company. It is registered under this company’s Act 1956 and is registered
office in Bijwasan new Delhi and three other offices in Haridwar.
Patanjali has a wide range of products with the theme of Ayurveda/herbal being common
across all categories. It has four business division that is food and cosmetics, health drinks,
homecare products. The highest revenue grossing products are patanjali. Cow ghee,
Dantkanti, Kesh kanti, patanjali Atta, noodles, and patanjali alovera juice and gel etc.
The ultimate aim of every business is to increase sales by finding out the factors that drive
consumers buying decisions. Consumer perception theory tries to analyze and explain
consumer behavior. The perception of the same product or service by different consumers
would vary. This is exactly what consumer perception theory analyses by finding out what
exactly motivates or influences a consumer behavior in purchasing or not purchasing a
specific product.

1
1.2 STATEMENT OF THE PROBLEM
The research statement is made to study on the “customer perception towards patanjali
products with special reference to Nilambur taluk”. The study is done for getting a deep
knowledge and idea about patanjali products. The need or objectives of the study is to know
the how much consumers give preference to patanjali products whether the customers are
satisfied with patanjali products. The customers satisfactory level through using these
products to know how much they satisfied with his products.

Customer is the owners of their market and they have an enormous impact on the economic
market change because they possess the skill to implement satisfaction and accurate aim in
finding out what customers are aware and their buying preferences plus their offering
products affording to this needs will help the industry to enrich & increase increase speed
growth of market.

1.3 OBJECTIVES OF THE STUDY

 To know perception level of consumers towards ‘patanjali products’

 To know the determinants of consumer’s satisfaction on ‘patanjali products’.
 To study about various classes of ‘patanjali products’.
 To identify various marketing and promotional strategies of ‘patanjali products’.

1.4 SCOPE OF THE STUDY

The main purpose of this project is to study consumer perception towards Patanjali products.
The study mainly focused on various factor that affect consumer buying decision such as
social psychological and personal. This study helps to understand the satisfactory level of
consumer towards the Patanjali products.

1.5. RESEARCH METHODOLOGY

Research in common language refers to a search for knowledge. Once can also define
research as a scientific and systematic search for related information on a specific topic. In
fact, research is an art of scientific investigation.

2
1.5.1. RESEARCH DESIGN

The research design is the set of method and procedure used in collecting and analyzing
measures of the variables specified in the research problems.

1.5.2. METHODS OF SAMPLING

Convenient sampling method is used for collecting data. Samples is taken from a
group of people easy to research.

1.5.3. SOURCE OF DATA

PRIMARY DATA

Primary data are collected directly from the respondents using structured
Questionnaire.

SECONDARY DATA

Secondary data are collected from various books, internet, websites, relating to this study
which gave useful information.

1.5.4. TOOLS USED FOR DATA ANALYSIS

 Chart
 Diagram
 Table

1.5.5. AREAS OF STUDY

The study on customer perception towards Patanjali products is study was conducted in
the area of Nilambur municipality.

1.5.6. PERIOD OF STUDY

The period of study was conducted from 4/02/2022 to 25/02/2022.

1.5.7. SAMPLE SIZE

For the study the sample size of 70 respondents are selected.

3
1.6. SIGNIFICANCE

Patanjali products promise your overall well-being. They have multiple stores and you will
get all your household items there. Compared to similar products of other brands, Patanjali
products do not burn a hole in your pocket. They have a winning combination of superior
quality at lower prices.

1.7. LIMITATIONS OF THE STUDY

 Limited number of respondents

 The time period of the study was limited.
 Sample size is too small.
 Respondent have limited time to give answer to all questions.
 Cost of study.

1.8. CHAPTER PLAN

1. First chapter is deals with introduction, statement of the problem, etc.

2. Second chapter is deals with review of literature.

3. Third chapter is deals with theoretical frame work of the study.

4. Fourth chapter is deals with data analysis and interpretation.

5. Fifth chapter is deals with summary, findings, suggestions, and conclusion.

4
REVIEW OF LITERATURE
 Shide, D.T, and Gharat S.J (2017) 1,
Examined a study on product positioning of Patanjali products. The purpose of above
study was to find the various prospects of patanjali products and also factors
influencing these products.
 Sajitha S Kumar (2016) 2, highlight the success of Patanjali as an organization with
the range products in medicine and FMCG domain and how it has contributed to
touched the lives of common person through the business ventures and the
commitment it makes to benefit the stake holders of the community.
 Ramesh Surdar (2016)3, dissects with a case study and explore the business strategy
of Patanjali ltd and the tussle between the established brands and FMCG companies.
With his unique of Swadesh, high quality products, lower price, products are available
with multichannel marketing has the major brand.
 Shallu, Sangeetha Gupta (2016)4, explore the factors influencing the behavior of
consumer buying, purchase, decision with the help of various promotional activities in
order to motivate the consumer. On analysis of data it clearly comes out that the
promotional activity do work and creates a positive impact on purchasing decision.
 Gomathi D, Muruganathams (2016) 5, brings the success of Patanjali with less than
the compared to the major player with brands for several decodes. Baba Ramadev
come up with unique package model of Ayurveda couple with Pranagama. His
products were only available to start with in Patanjali stores and now everywhere
including online. The usp of Patanjali product is superior quality with low price.
 G Sutheesh Raju, R Rahul (2016) 6, this study was carried out to know why
customers are preferring Patanjali products. Patanjaliayurveda home – grown firm in
business such as food, consumer packaged goods and health care.
 Khannarupali (2015) 7, in her study ‘’customer perception towards brand; A study
on Patanjali” explained as the factor influencing the Patanjalibarnd. Consumer
perceptiontowards a brand depends on the satisfaction of after using the product by
the customer. It was found that majority of the users are satisfied from Patanjali
products which will help them in customer retention.

5
 • Nagaruja andThejaswini (2015) 8; In their study “consumer perception of
patanjali products” analysed the fact that the customers give more preference to eco-friendly
FMCG products as they are very health and environment cautious. Patanjali has rightly
marketed its products in the same category.

 Raghavendran V and Frank Reema Agnes (2015) 9; In their study tell about the
great awareness amongst the consumers on healthy life which emphasize medical
tourism for the purpose of ayurveda and yogic treatment. this gives a significant boost
to the patanjali products.
 ShomnathDatta (2015) 10; high lights the pursact of a healthy lifestyle Indian has
become more inclined to Ayurvedic or Herbal theraphy as alternative health care for
natural care. He attempt to note the reasons for revolutionary success of Baba
ramedev’s brand patanjali with the intelligent use of mass customization and content
marketing mainly focus on product quality and lower price messaging value of
money.
 Chandralekhaand Dr.Hamsalashmi (2014) 11; Find that most of the consumer
prefer patanjali product as it is chemical free and also the customers are satisfied with
price and quality of patanjali products.
 Yaqubhan et .ai (2013) 12; highlights the purchasing and use of OTS drug of
pursact f a healthy lifestyle Indian has become more inclined to Ayurvedic or herbal
therapy as alternative health care for natural care. He attempt to note the reasons for
revolutionary success of Baba ramdev brand with the intelligent use of mass
customization and content.
 Harish B. Bapat, Vishal Khasgiwala (2013) 13; Author analyses patanjali stores and
all of them had experience the product shortage of the products availability the
consumer or patient makes multiple trips to find whether the news stock is come or
not.
 Swati Kewlani, Sandeep Singh (2012) 14; brings out the risk, challenge and rewards
to ayurvedic companies while they establishes success in the rural India where the
behavior varies based on occupation, income. Customers perception towards patanjali
products is very positive and natural acceptance.

6
 Bluckwelletal (2006)15, five stages model of consumer decision making process has
also been studied by number of other researchers,although different researchers offers
various tendencies towards the definitions of the stage, all of them have common
views as they describe the stage in similar ways one of the common models of
consumer decision making process has been offered.
 Lee (2005)16; curried out study to learn the five study of consumer decision making
process in the examples of chine. The researcher focuses on the facts that affect the
consumer decision making progress on purchasing imported health food products.

7
CUSTOMER

MEANING:

A person who buys goods or services from a shop or business.

DEFINITION:

“Customers are the purchasers within the economic that buy goods and services, and
they can exist as consumer or alone as customer”.

PERCEPTION

MEANING:

It means the ability to see, hear, or become aware of something through the senses.

DEFINITION:

“It is a process by which individuals organize and interpret their sensory impressions
in order to give meaning to their environment”.

BRIEF SUMMARY OF PATANJALI PRODUCT

Patanjali Ayurveda limited is an Indian consumer goods company. Manufacturing units and
headquarters are located in the industrial area of Haridwar, Uttarakhand while the registered
office is located at Delhi. The company manufacture mineral and herbal products. According
to CLSA & HSBC, Patanjali is the fastest growing FMCG company in India. It is valued at
₹3000 Crore (equivalent to ₹ 32 billion or US $450 million in 2018) and some predict
revenue of 5000 Crore (US $ 700 million) for the fiscal 2015-2016.Patanjali declared its
annual turnover of the year 2016-2017 to be estimated ₹ 10216 Crore (US $ 1.4 Billion). It
was listed 13thin the list of Indian’s most trusted brands (The Brand Trust Report) as of 2018,
and ranks first in FMCG category.

8
Type Private

Industry Consumer goods

Founded 2006

Founder Bal Krishna Ramdev

Headquarters Haridwar, Uttarakhand. India

Area served Indian subcontinent & Middle East

Products Foods, Personal care product, Ayurvedic

Medicine etc.…….

Total Asset ₹ 4345Crore (2019)

Owner Bal Krishna

Number of employees 200000 (2011-12)

Website Patanjali corporate

HISTORY

Ramdev Baba established the Patanjali Ayurveda Limited in 2006 along with Bal Krishna,
with the objective of establishing science of Ayurveda in accordance and coordination with
the latest technology and ancient wisdom.

Bal Krishna owns 98.6% of Patanjali Ayurveda and as of ₹ 43932 Crore (US &
6.1 billion).

9
REVENUES

YEAR REVENUES

(₹ in crore)

2010-11 100

2011-12 300

2012-13 841

2013-14 1184

2014-15 2006

2015-16 5000

2016-17 11526

2017-18 8135

2018-19 8330

Future group, which has tied up with patanjali sells about 30 Crore (US & 4.2 million) worth
of patanjali products every month.

PRODUCTION

Patanjali food and herbal park at Haridwar is the main production facility operated by
patanjali Ayurveda. The company has a production capacity of ₹35000 Crore (US & 4.9
billion) and is in the process of expanding to a capacity of ₹60000 Crore (equivalent to ₹640
billion or US&9.0 billion in 2018) through its new production units at several places,
including Noida, Nagpur, and Indore. The company plans to establish further units in India
and Nepal.
In 2016, the patanjali food and Herbal park was given a full time security cover
of 35armed central industrial security force (CISF) commandos. The park will be the eighth
private institute in india to be guarded by CIST paramilitary forces. Ramdev baba is himself a
“z” category protect of central paramilitary forces.

10
PRODUCTS

Patanjali Ayurveda products in the categories of personal care and food. The company
manufactures more than 2500 products including 45 types of cosmetic products and 30 types
of food products. According to patanjali are made from Ayurveda and natural components.
Patanjali has also launched beauty and baby products. PatanjaliAyurvedic manufacturing
division has over 300 medicines for treating a range of oilmen’s and body conditions from
common cold to chronic paralysis.
1. PatanjaliDantKanti Herbal Toothpaste

The toothpaste is made from natural ingredients and promises complete protection of your
gums and teeth. Dant Kandi toothpaste includes ingredients like Neem. Vajradanti, Meswak,
and babool among others. All these ingredients are useful in Gingivitis, toothache, bad
breath, and bleeding gums.
Benefits
●Protects gums
●Cleanses teeth to leave them shining
●Forms protection against bacteria and dental problems

11
 2. Patanjali Kesh Kanti

Kesh Kanti Shampoo makes your hair strong and gorgeous. The natural ingredients are also
useful to fight scalp conditions like eczema, psoriasis, etc. The main ingredients include
Reetha, Amla. Bhringraj, Heena, Shikakai, Neem, Aloe Vera, and Jatamansi among others.
Benefits
●Decreases hair dryness and roughness
●Strengthens hair roots
●Reduces hair fall, dandruff
●Prevents split ends and greying
●Regenerates hair growth
●Makes hair healthy and strong
3. Saundrya Face Wash

12
The face wash has the goodness of aloe Vera which is useful in nourishing, healing, and
rejuvenating properties. Patanjalifash washes promises to remove dirt and grime and provide
deep cleansing of your skin without drying. It has natural ingredients like neem, tulsi, and
honey.
Benefits
●Imparts a youthful glow
●Gentle cleanser
●Rejuvenates dehydrated skin

4. Patanjali Ghee

The product promises to boost energy and detoxify the body. Regular consumption of
Patanjali Ghee can be helpful if you are seeking to gain weight. Pure cow ghee is part of an
ideal diet it has many benefits on the overall health of a person.
Benefits
●Effect on Tridosha
●Nutritive properties
●Increases memory, intellect, & digestion
●Good for weight gain

13
 5. PatanjaliChyawanprash

It is a highly nutritional product that can help in weight gain. With its highly benefiting
vitamins and minerals, PatanjaliChyawanprash promotes strong bones and muscles. It can be
consumed with milk for a healthy body. The Chyawanprash can be consumed by people of all
ages.
Benefits
●Increases energy & vitality
●Boosts Immune system
●Rich source of Vitamin C
●Beneficial for all ages

14
 6. Aloe Vera Gel

The aloe Vera gel can be used for several skin ailments including burns, cuts, and insect
bites. With multiple uses, the gel is a must have product in your house. Enriched with the
medicinal qualities for all skin types it also protects your skin against environmental
pollutants.
Benefits
●Useful in treatment of skin burns, insect bites etc.

15
 7. Coconut Oil

Patanjali coconut oil is for hair and also skin. It promotes healthy skin and long hair. The
natural coconut oil from Patanjali has many benefits.
Benefits
●Strengthens hair
●promotes hair growth
●makes cuticle softer
●moisturizes skin
●reduces stretch marks
●Calms eczema

16
 8. Patanjali Aloe Vera Kanti Body Cleanser

The soap promises to protect your skin and promises healthy and clean skin. It is prepared
with ayurvedic herbal products which are good for the overall wellbeing of the human body.
Benefits
●keeps skin healthy, pure, and clean.

9. PatanjaliAmla Juice

Amla is a rich source of vitamin C, iron, and minerals. Amla Juice is a natural immunity
booster with proven benefits for eyes, skin, and hair. The juice is extracted from pure Indian
Gooseberry free from any added synthetic colour, flavour, or thickener.

17
Benefits
●It helps in the management of all type of heart problems
●stimulates bowel movements
●Improves blood purification
●Eliminates free radicals

10. Patanjali Honey

Patanjali honey has many benefits apart from being a blood purifier it also helps in treating
cold, cough, and fever. Patanjali Pure Honey is a multifunctional food with ample health
benefits.
Benefits
●Helps in weight loss
●Good blood purifier
●Reduces signs of aging

18
Sales and Distribution

Patanjali Ayurveda sells through nearly 4700 retail outlets as of may 2016. Patanjali also sells
its products online & is planning to open outlets at railway stations and airports. Patanjali
Ayurveda has tied up with pittie group and Kishore Bigani’s future group on a October 2015.
As per the tie up with future group, all the consumer products of patanjali will be available
for the direct sale in future group outlets. Patanjali Ayurveda products are also available in
modern trade stores including Reliance retail, Hyper city and star bazar a part from online
channels. Patanjali Ayurveda, co-founded by Yoga Guru Ramdev is targeting 10000 crore
revenue in 2016-17, after sales grew 150% in the previous financial year to 5000 Crore.
Patanjali Ayurveda has also started its FMCG expansion in form of dealership and
distributorship channels across the country and expects wider growth in over seas distribution
as well.

19
 TABLE 4.1

GENDER
GENDER NO. OF RESPONDENTS PERCENTAGE

MALE 33 47%

FEMALE 37 53%

TOTAL 70 100%

Source: primary data

CHART 4.1

GENDER

MALE FEMALE

INTERPRETATION
From the above table no.4.1 it can be understood that 47% of the respondents are male and
53% of the respondents are female.

20
 TABLE 4.2

QUALIFICATION OF RESPONDENTS
QUALIFICATION RESPONDENT PERCENTAGE

BELOW SSLC 10 14%

PLUS, TWO 38 54%

UNDERGRADUATE 17 24%

POST GRADUATE 5 7%

TOTAL 70 100%

Source: primary data

CHART 4.2

QUALIFICATION OF RESPONDENTS

40

35

30

25

20

15

10

0 RESPONDENT PERCENTAGE
BELOW SSLC Series 3PLUS TWO UNDERGRADUATE POST GRADUATE

INTERPRETATION

From the above table no.4.2 it can understood that 14% of respondents are below SSLC ,54%
of respondents are plus two and 24% of respondents are under graduate and 7% of
respondents are post graduate.

21
 TABLE 4.3

MARITAL STATUS
MARITAL STATUS RESPONDENT PERCENTAGE

SINGLE 38 54%

MARRIED 32 46%

TOTAL 70 100%

Source: primary data

CHART 4.3

MARITAL STATUS

single married total

INTERPRETATION

Table no.4.3 it can be understood that 54% of respondents are single and 46% of respondents
are married.

22
 TABLE 4.4

PROFESSION
PROFESSION RESPONDENTS PERCENTAGE

STUDENT 31 44%

RETIRED 10 14%

PRIVATE SECTOR 17 24%

GOVT SECTOR 4 6%

OTHERS 8 12%

TOTAL 70 100%

Source: primary data

CHART 4.4

PROFESSION

students retired private sector govt sector others total

INTERPRETATION

From the above table number 4.4 it can be understood that 44% of respondents are students
and 14% of respondents are retired, 24% of respondents are private sector and 6% of
respondents are govt sector,12% of respondents are others.

23
 TABLE 4.5

ANALYSIS OF AWARE OF PATANJALI

OPINION RESPONDENT PERCENTAGE

YES 55 79%

NO 15 21%

TOTAL 70 100%
Source:
primary data

ANALYSIS OF AWARE OF PATANJALI

CHART 4.5
80

70

60

50

40

30

20

10

0
yes no total
respondent percentage
Column1

INTERPRETATION

Table 4.5 shows that 79% of respondents are aware of the products and 21% are not
aware.

24
 TABLE 4.6

USAGE OF PATANJALI BRAND

OPINION RESPONDENTS PERCENTAGE

YES 65 93%

NO 5 7%

TOTAL 70 100%

Source: primary data

CHART 4.6

USAGE OF PATANJALI BRAND

respondent percentage Column1

100%
93%

70
65

7%
5
yes no t ot al

INTERPRETATION

Table 4.6 shows that 93% of respondents have used the product and only 7% have’t
used any.

25
 TABLE 4.7

ANALYSIS OF VARIETY OF PATANJALI PRODUCTS OFFERED

OPINION RESPONDENT PERCENTAGE

STRONGLY AGREE 36 51%

AGREE 25 36%

STRONGLY DISAGREE 4 6%

DISAGREE 5 7%

TOTAL 70 100%

Source: primary data

CHART 4.7

ANALYSIS OF VARIETY OF PATANJALI PRODUCTS OFFERED

total

disagree

strongly disagree

agree

strongly agree

0 10 20 30 40 50 60 70 80

INTERPRETATION

51% of respondents opined that they do offer wide veriety of products and only 6% of
respondents opined that they do not ,

26
 TABLE 4.8

ANALYSIS OF AWARENESS ABOUT PATANJALI

OPINION RESPONDENT PERCENTAGE

ADVERTISEMENT 16 23%

MEDIAS 11 16%

RECOMMANDATION 7 10%

SELFEXPLORATION 36 51%

TOTAL 70 100%

Source: primary data

CHART 4.8

70

60

50

40

30

20 Series 3

10 percentage
respondent
0
advertisement medias recommandation selfexploration total
respondent percentage
Series 3

INTERPRETATION

23% and16% respondent opined that they awared though advertisement and medias 10% and
51% respondent opined that they are awared though recommendation and self exploration

27
 TABLE 4.9

ANALYSIS OF REASON OF PREFERENCE

OPINION RESPONDENT PERCENTAGE

CONVINENT 23 33%

CLEAN 14 20%

AFFORDABLE 19 27%

OTHERS 14 20%

TOTAL 70 100%

Source :primary data

respondent percentage
Column1

o t h er s 14 20%

a ff o r d a b l e 19 27%

c l ean 14 20%

c o n vi n en t 23 33%

INTERPRETATION

33%respondens opined that they are convenient 20% and 27% respondents opined that they
are clean and affordable.

TABLE 4.10
28
 ANALYSIS OF PRICE OF PATANJALI PRODUCTS
OPINION RESPONDENT PERCENTAGE

AGREE 10 14%

STRONGLY AGREE 55 79%

DISAGREE 5 7%

STRONGLY DISAGREE 0 0%

TOTAL 70 100%

Source: primary data

CHART 4.10

ANALYSIS OF PRICE OF PATANJALI PRODUCTS

70

60

50

40

30

20

10
Column1
0
agree percentage
strongly agree
disagree respondent
strongly diagree
total
respondent percentage
Column1

INTERPRETATION

79%respondents opined that they agree for the price of product and 7% respondent that they
are not agree

TABLE 4.11

29
 ANALYSIS OF PROBLEMS FACED WHILE USING THE PATANJALI
PRODUCTS
OPINION RESPONDENT PERCENTAGE

YES 10 14%

NO 60 86%

TOTAL 70 100%

Source: primary data

CHART 4.11

ANALYSIS OF PROBLEMS FACED WHILE USING THE PATANJALI

PRODUCTS
80

70

60

50

40

30

20

10

0
YES NO TOTAL

RESPONDENT PERCENTAGE Series 3

INTERPRETATION

14% of respondent opined that they are faced while using of product and 86% of
respondents opined that they are not faced.

TABLE 4.12

30
 AVAILABILITY OF NEARBY STORES
OPINION RESPONDENT PERCENTAGE

YES 65 93%

NO 5 7%

TOTAL 70 100%

Source: primary data

CHART 4.12

AVAILABILITY OF NEARBY STORES

YES NO TOTAL

INTERPRETATION

93% respondents opined that they are available for near by stores and 7% of respondents
opined that they are not available for near by stores .

TABLE 4.13

31
 ANALYSIS OF QUALITY OF PATANJALI PRODUCTS
OPINION RESPONDENT PERCENTAGE

POOR 12 17%

GOOD 18 26%

FAIR 9 13%

AVERAGE 19 27%

EXCELLENT 12 17%

TOTAL 70 100%

CHART 4.12

ANALYSIS OF QUALITY OF PATANJALI PRODUCTS

120

100

80

60

40

20

0
YES NO Total
RESPONDENT PERCENTAGE

INTERPRETATION

26% of respondents opined that quality of products are good and 17% of respondents opined
that quality of product are poor.

TABLE 4.14

32
 ANALYSIS OF OPINION ABOUT PATANJALI PRODUCTS
OPINION RESPONDENT PERCENTAGE

COSTLY 10 14%

CHEAP 15 21%

REASONABLE 45 65%

TOTAL 70 100%

Source: primary data

CHART 4.14

ANALYSIS OF OPINION ABOUT PATANJALI PRODUCTS

total

reasonable

cheap

costly

0 20 percentage
40 respondent
60 80 100 120

INTERPRETATION

14% of respondents opined that the products are costly. 21% of respondents opined cheap
and 65% of respondents are opined that its reasonable.

TABLE 4.15

33
 ANALYSIS OF APPEALING PACKAGE OF PATANJALI
OPINION RESPONDENT PERCENTAGE

AGREE 36 51%

STRONGLY AGREE 23 33%

DISAGREE 9 13%

STRONGLY DISAGREE 2 3%

TOTAL 70 100%

Source: primary data

CHART 4.15

ANALYSIS OF APPEALING PACKAGE OF PATANJALI

70

60

50

40

30

20

10

0
agree percentage
strongly agree
disagree respondent
strongly disagree
total

respondent percentage

INTERPRETATION

51% of respondents opined that they are agree for appealing package of products and 3% of
respondents opined that they are not .

TABLE 4.16
34
 ANALYSIS OF ECO-FRIENDLY PRODUCTS
OPINION RESPONDENT PERCENTAGE

AGREE 33 47%

STRONGLY AGREE 22 32%

STRONGLYDISAGREE 5 7%

DISAGREE 10 14%

TOTAL 70 100%

Source: primary data

CHART 4.16

ANALYSIS OF ECO-FRIENDLY PRODUCTS

70

60

50

40

30

20
Column1

10 percentage
respondent
0
agree stronglyagree stronglydisagree disagree total
respondent percentage
Column1

INTERPRETATION

47% of respondents opined that they are eco friendly products and 7% of respondents opined
that they are not ..

35
 TABLE 4.17

ANALYSIS OF DURATION OF CUSTOMER USING PATANJALI

PRODUCTS
OPINION RESPONDENT PERCENTAGE

LAST ONE MONTH 43 61%

1 MONTH TO 6 MONTHS 15 22%

6 MONTHS TO 1 YEAR 9 13%

MORETHAN 1 YEAR 3 4%

TOTAL 70 100%

Source: primary data

CHART 4.17

ANALYSIS OFDURATION OF CUSTOMER USING PATANJALI

PRODUCTS

70

60

50

40

30

20

10

0
last one month 1 month to 6 month 6 month to 1 year morethan 1 year total

respondent percentage Series 3

INTERPRETATION

61% of respondents opined that they are using products since last one month 22% and 13% of
respondents opined that they are using products since one month to 6 month and one year .

36
 TABLE 4.18

ANALYSIS OF SATISFACTION
OPINION RESPONDENT PERCENTAGE

VERY GOOD 33 47%

GOOD 22 31%

NOT GOOD 8 12%

BAD 7 10%

TOTAL 70 100%

Source: primary data

CHART 4.18

ANALYSIS OF SATISFACTION
80

70

60

50

40

30

20

10

0
verygood good notgood bad total
respondent percentage
Column1

INTERPRETATION

47% of respondents opined that they are satisfy the product and 10% respondents opined that
they are not.

37
 TABLE 4.19

ANALYSIS OF RATING OF PATANJALI PRODUCTS IN MARKET

OPINION RESPONDENT PERCENTAGE

BEST IN CLASS 28 40%

MODERATE 34 49%

GOOD 7 10%

NOTGOOD 1 1%

TOTAL 70 100%

Source: primary data

CHART 4.19

ANALYSIS OF RATING OF PATANJALI PRODUCTS IN MARKET

70

60

50

40

30

20

10
Column1
0
bestin class percentage
moderate
good respondent
notgood
total
respondent percentage
Column1

INTERPRETATION

40% of respondents opined that they are rating the products are best and 1% of respondents
opined that they are rating of products are not good .

38
 TABLE 4.20

ANALYSIS OF CONSIDERATION OF BRAND WHILE PURCHASING

OPINION RESPONDENT PERCENTAGE

YES 30 43%

NO 40 57%

TOTAL 70 100%

Source: primary data

CHART 4.20

ANALYSIS OF CONSIDERATION OF BRAND WHILE PURCHASING

respondent
yes

total

no

INTERPRETATION

43% of respondents opined that they are considering of brand while purchasing and 57% of
respondents opined that they are not .

39
 TABLE 4.21

ANALYSIS OF PRODUCTS SEGMENT OF PATANJALI

OPINION RESPONDENT PERCENTAGE

HOMECARE PRODUCTS 15 21%

FOOD PRODUCTS 27 39%

PERSONAL CARE PRODUCTS 25 36%

AYURVEDIC MEDICINE 3 4%

TOTAL 70 100%

Source: primary data

CHART 4.21

ANALYSIS OF PRODUCTS SEGMENT OF PATANJALI

respondent percentage
Column1

70

60

50

40

30

20
Column1
10 percentage
respondent
0
homecare food products personal care ayurvedic total
products products medicine

INTERPRETATION

21% of respondents opined that they are using homecare products 39% of respondents opined
that they are using food products and 36% and 4% of respondents opined that they are using
personal care products and ayurvedic medicine .

40
 TABLE 4.22

ANALYSIS OF RECOMMENDATION OF PATANJALI PRODUCT

OPINION RESPONDENT PERCENTAGE

YES 30 43%

NO 40 57%

TOTAL 70 100%

Source: primary data

CHART 4.22

ANALYSIS OF RECOMMENDATION OF PATANJALI PRODUCT

TOTAL

NO

YES

0 20 40 60 80 100 120
Column1 PERCENTAGE RESPONDENT

INTERPRETATION

43% of respondents opined that they are recommend the products and 57% of respondents
opined that they are not recommended .

41
 TABLE 4.23

ANALYSIS OF PRODUCT USED BY CUSTOMER

OPINION RESPONDENT PERCENTAGE

SHAMPOO 10 14%

TOOTH PASTE 23 33%

OIL 17 24%

OTHERS 20 28%

TOTAL 70 100%

Source: primary data

CHART 4.23

ANALYSIS OF PRODUCT USED BY CUSTOMER

TOTAL

OTHERS

OIL

TOOTH PASTE

SHAMPOO

0 20 40 60 80 100 120

PERCENTAGE RESPONDENT

INTERPRETATION

14% and 33% of respondents opined that they are using shampoo and toothpaste 24% and
28% of respondents opined that they are using oil and other products .

42
 TABLE 4.24

ANALYSIS OF USING OF PATANJALI PRODUCT

OPINION RESPONDENT PERCENTAGE

ALWAYS 48 68%

SOMETIMES 18 26%

NEVER 7 6%

TOTAL 70 100%

CHART 4.24

ANALYSIS OF USING OF PATANJALI PRODUCT

14

12

10

8 Series 3
Series 2
6 Series 1

0
Category 1 Category 2 Category 3 Category 4

INTERPRETATION

68% of respondent opined that they are always use the products and 6% of respondents
opined that they are not using the products.

43
 TABLE 4.25

ANALYSIS OF COMPLAINED OF PATANJALI PRODUCT

OPINION RESPONDENT PERCENTAGE

YES 2 3%

NO 64 91%

MAY BE 4 6%

TOTAL 70 100%

CHART 4.25

ANALYSIS OF COMPLAINED OF PATANJALI PRODUCT

100%

90%

80%

70%

60%
Series 3
50%
Series 2
40% Series 1

30%

20%

10%

0%
Category 1 Category 2 Category 3 Category 4

INTERPRETATION

3% of respondent opined that they are complained of Patanjali product and 91% of
respondent opined that they are not.

44
 TABLE 4.26

ANALYSIS OF BRANDING PRODUCT

OPINION RESPONDENT PERCENTAGE

YES 58 83%

NO 12 17%

TOTAL 70 100%

CHART 4.26

ANALYSIS OF BRANDING PRODUCT

6

Series 1
3
Series 2
Series 3
2

0
Category 1 Category 2 Category 3 Category 4

INTERPRETATION

83% of respondent opined that they are branding the products and 17% of respondent opined
that they are not.

45
 SUMMARY, FINDINGS

SUGGESTIONS, CONCLUSION

46
FINDINGS
 The patanjali Ayurveda was formed in 13th January 2006.
 A good percentage of the respondents are satisfied with the patanjali products.
 Peoples know about patanjali through friends and family suggestions.
 60% of respondents are satisfied with patanjali products.
 42% of respondents said the price is reasonable.
 40% of respondents said strongly agree of patanjali products are eco-friendly.
 Most people are purchased patanjali in offline.
 30% of respondents are agreed to patanjali products have appealing package.
 Most people’s said the good quality of patanjali products.
 5% of respondents are said to faced of problems while using the patanjali
products.
 Most respondents are said the aware of patanjali products.
 43% of respondent are recommend the product the others.
 14% respondent side the product the costly.

SUGGESTIONS

 Patanjali stores should be opened in rural areas.

 Avoid selling other local brand products in patanjali retail stores.
 Attractive advertisement to be posted in many social media.
 Quality of the products should be checked frequently.
 Ingredients of the products should be made clear in the package to satisfy the
customers.
 Improve customer interaction.

47
CONCLUSION

The study of customer perception towards patanjali products reveilles that the 60% of
customers are satisfied with patanjali products. There is a problem in lack of advertisement
because people know about patanjali products through their friends and relatives. In the
above study a large portion of user is satisfied from patanjali products it may be because of
reasonable price of the products.

Patanjali in order to retain more customer and satisfy them must fulfil the claims made by the
company before any other brand may mushroom up and take away the benefits of marketing
through spirituality.
Healthy life is the dream of each and every women being in the world. As consumers are
harmful effects created by chemical products, this has made the consumers to shift to herbal
and Ayurvedic products and with this context the study has been done to identify the
consumers reception towards the Patanjali products.

48
BOOK USED

 Journals of marketing and Retail management ,Vol-5, Issue-2, PP 1-2

 Journals of marketing and Consumer research Vol 15, PP 16-25
 Journals of marketing and retail management Vol 3,Issue 2, PP 2-11
 Research methodology

WEB SITES USED

www.wkipedia.com

www.patanjalicorporation

49
QUESTIONNAIRE

Dear respondent

I am VISHNU KP as a part of our B.com degree course in SAHYA ARTS AND SCIENCE
COLLEGE of advanced studies; under the University of Calicut I am conducting a study on
the topic “Customer perception towards Patanjali product with special reference to Nilambur
Municipality. As a part of my curriculum. I kindly request you to give your detailed response
to each question. The information collected will be only used for academic purpose.

1. Name :
2. Age:
3. Gender: Male Female
4. Qualification:
Below SSLC Plus two

Under graduate Above under graduate

5. Marital status:
Single Married
6. Profession:

Retired Private sector

Student Government sector

Others

7. Are you aware of Patanjali product?

Yes No

8. Have you used any products of Patanjali brand?

Yes No

9. Do you agree Patanjali offers a wide variety of products?

Strongly agree Agree

Disagree Strongly disagree

50
10. How do you know about the Patanjali product?

Advertisement Medias

Recommendation Self exploration

11. Please indicate the reason why you prefer Patanjali product?

Convenience Affordable

Clean Others

12. Do you agree the price of the Patanjali products are fair?

Strongly agree Agree

Disagree Strongly disagree

13. Did you face any problems while using the Patanjali products?

Yes No

14. Do you have Patanjali stores nearby?

Yes No

15. Qualities of patanjali products?

Poor Average

Good Excellent

16. What are the opinion about patanjali products?

Costly Reasonable

Cheap

17. Do you agree that the patanjali products have appealing package?

Strongly agree Agree

Disagree Strongly disagree

51
18. Do you agree that patanjali products are eco-friendly?

Strongly agree Agree

Disagree Strongly disagree

19. Since how long have you been using patanjali products?

0 - 1 month 1 month to 6 month

6 month to 1 year More than 1year

20. Do you satisfied while the using the patanjali products?

Very good Good

Not good Bad

21.How do you rate patanjali products?

Best in class Good

Moderate Not good

22.Will you consider brand while purchasing?

Yes No

23. What are the product segments of patanjali products you use?

Home care Food products

Personal care products Ayurvedic medicine

24.Woned you recommend Patanjali to others?

Yes No

25.what sort of product do you use?

shampoo Oil Tooth paste Others

26.How often do you are this product?

Always Sometimes Never

27.Have you ever complained about this product?

Yes No Maybe

52
28.Are you conascious about branding of product?

Yes No

29. Any suggestion/ Feedback if any?

……………………………………………………………………………………

………………………………………………………………………………………………
…..

Thank you for spending your valuable time with me and for your co-operation for

filling this questionnaire.

53