A

COMPREHENSIVE PROJECT REPORT

ON

“A STUDY ON CONSUMER PERCEPTION TOWARDS

PATANJALI PRODUCTS IN ANAND CITY”

SUBMITTED TO

SARDAR PATEL UNIVERSITY

VALLABH VIDHYANAGAR

IN THE PARTIAL FULFILLMENT FOR THE DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION (GENERAL)

SEMESTER-VI

REPORT GUIDE
MRS. PINAL SUTHAR

SUBMITTED
DHRUV MAHESHBHAI PATEL
ROLL NO: 203

EXAM NO.:

BBA (GEN) SEM-VI

SHRI D.N. INSTITUTE OF BUSINESS ADMINISTRATION, ANAND

YEAR-2022-23

1
 PREFACE

In every professional course, research is an important factor. Profession gives

us theoretical knowledge of various subjects in college but they are practically
elapsed of such subjects when they get the research in the organisation. It is
only the research through which we can come to know about an organisation
and how it functions.

During this whole research we get a lot of experience and come to know
about the practices in real and how it differs from that of theoretical
knowledge and practically in life.

This project is a sincere a sincere attempt to study and understand the overall
Consumer satisfaction towards online banking services and its prospects.

Today business environment is rapidly changing in this competitive

environment. The popular trend is also striving for maintaining its position
therefore it becomes essential for the companies that they should know the
Consumer satisfaction towards online banking services.

2
 ACKNOWLEDGEMENT

In the first place, I am thankful to Sardar Patel University for giving me an

opportunity to work on this comprehensive project.

I am grateful to Dr. Parimalsinh R. Chavda, I/C Principal of Shri D. N.

Institute of Business Administration, Anand, for keen and continuous interest
shown by him in my research work.

I would like to take this opportunity to express my profound gratitude and

deep regard to Dr. Nirav Mehta, HOD of BBA (General), for his continuous
guidance and valuable feedback and constant encouragement throughout the
duration of the research study.

I owe deepest sense of gratitude to Mr. Jitendra Chavda, Assistant Professor,

whose thoughts provoking, able and continuous stimulating guidance and
constructive criticism at all stage of work have greatly benefitted me in this
research work.

My family have been a source of tremendous strength. I would like to

wholeheartedly thank them for their constant support, encouragement and
valuable insights in finetuning the comprehensive project.

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 Chapter 1
Introduction
1.1 Meaning of Consumer
1.2 Definition of Consumer
1.3 Introduction of Perception
1.4 Concept of Perception
1.5 Definition of Perception
1.6 Meaning of Consumer Perception
1.7 How to Identify and Measure Consumer Perception
1.8 Types of Perception
1.9 Factors Influencing of Perception
1.10 Advantages of Consumer Perception
1.11 Disadvantages of Consumer Perception
1.12 Stages Perception
1.13 History of patanjali
1.14 Company Profile
1.15 Products of patanjali
1.16 Types of patanjali
1.17 Vision
1.18 Mission

4
Chapter 1- Introduction of Perception of Consumer:

Perception

5
• Meaning of consumer:
A consumer is a person or a group who intends to order, or uses
purchased goods, products, or services primarily for personal, social,
family, household and similar needs, who is not directly related to
entrepreneurial or business activities. The term most commonly refers to
a person who purchases goods and services for personal use.
• Definition of Consumer:
Consumer perception is the opinions, feelings, and beliefs Consumers
have about your brand. It plays an important role in building Consumer
loyalty and retention as well as brand reputation and awareness.

1.1 Introduction of Perception:

Perception depends on complex nervous system functions but subjectively
seems mostly effortless because this processing happens outside of conscious
awareness.
According to Joseph Reitz, “Perception includes all those processes by which
an individual receives information about his environment—seeing, hearing,
feeling, tasting and smelling.”
According to B. V. H. Gilmer, “Perception is the process of becoming aware
of situations, of adding meaningful associations to sensations.”
Uday Pareek said perception can be defined as “the process of receiving,
selecting, organizing, interpreting, checking, and reacting to sensory stimuli
or data.”
According to S. P. Robbins, perception can be defined as “the process by
which individuals organize and interpret their sensory impressions to give
meaning to their environments.”
Perception includes the 5 senses; touch, sight, taste smell and sound. It also
includes what is known as perception, a set of senses involving the ability to
detect changes in body positions and movements.
It also involves the- cognitive processes required to process information, such
as recognizing a friend’s face or detecting a familiar perfume.
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The study of these perpetual processes shows that their functioning is affected
by three variables: the objects or events being perceived, the environment in
which perception occurs, and the individual doing the perceiving.
In simple words, we can say that perception is the act of seeing what is there
to be seen.
But what is seen is influenced by the perceiver, the object, and the
environment. The meaning of perception emphasizes all these three points.

1.2 Concept of Perception:

Perception is another most important aspect of life of organization. Many
problems of the organisation and that of its members may be traced to the
distortion in perception. Perception means the ability to perceive i.e.
understanding or knowledge, mental grasp of qualities by means of senses or
awareness.
Communication is influenced by one’s perception of individual. When we
communicate with someone, the language we used, the tone of the language
and gesture we make portray an individual’s character and a kind of
relationship he wants to develop.
We see an object but it is understood differently by different people. It is
perception. Perception is vividly defined by experts. Some of the definitions
are given below which make the meaning of perception clear.
People’s behaviour is determined by their perception. Perception consists of
several processes which are influenced by the circumstances and the
perceiver himself. In the words of H. Joseph Reitz perception includes, “all
those processes by which an individual receives information about his
environment — seeing, hearing, feeling, tasting and smelling. The study of
these perceptional processes shows that their functioning is affected by three

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classes of variables — the objects or events being perceived, the environment
in which perception occurs, and the individual doing the perceiving.”
According to the definitions cited above perception is a function of objects or
events which are perceived, individual who is perceiving, circumstances
under which perceiving is done. Perception is based on the activities of organs
i.e. seeing, hearing, feeling, tasting and smelling.
Perception varies from person to person and situation to situation and time to
time i.e. it is relative to person situation and time. The individuals listening
to the same thing may perceive it differently. In the same manner the
individuals looking at the same thing may perceive it in different ways.
The environment consists of lights, sounds, smell, objects, social, political,
cultural, technological environments which govern the human behaviour and
stimulate him into action. On listening, seeing and talking he makes judgment
about others.

1.3 Definition of Perception:

Stephen P. Robbins — “A process by which individuals organize and
interpret their sensory impressions in order to give meaning to their
environment.”
B. Von Haller Gilmer — “Perception is the process of becoming aware of
situations, of adding meaningful associations to sensations.”
Udai Prateek — “The process of receiving, selecting, organising, interpreting,
checking and reacting to sensory stimuli or data.”

1.4 Meaning of consumer Perception:

consumer perception is the opinions, feelings, and beliefs Consumers have
about your brand. It plays an important role in building Consumer loyalty and
retention as well as brand reputation and awareness.
“Regardless of their actual experience, Consumer perception is all about how
the Consumer feels about your brand and their interactions with you,”
explains Sam Chandler, senior manager of Consumer success at Zendesk.

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1.5 How to identify and measure consumer perception:
1. Consumer satisfaction (CSAT)
let Consumers quantitatively rate the service they receive. Looking at the
ratings and accompanying comments can show you what your Consumers are
thinking and feeling.
Instead of just asking Consumers how they would rate your product or
service, consider going a bit deeper with additional open-ended questions that
clarify the reasoning behind their responses:
“Why did you choose this score?”
“What could we do to improve your experience?”
“Where did this interaction succeed or fail at meeting your expectations?”
From there, Chandler suggests “CSAT whispering”—monitoring responses
to pinpoint what you’ve been doing wrong or right across various
touchpoints. “Take a look at your comments from the last week to 30 days,”
she advises. “You’ll catch on pretty quickly what you’re doing well and what
you need to correct. ”

2. Net Promoter Score (NPS)

Net Promoter Score is a tool for measuring how likely your Consumers are to
recommend your business to others. NPS is less transactional than CSAT and
focuses on the way your Consumers feel about your brand rather than how
they feel about their recent Consumer service experience.
But similar to a CSAT survey, your NPS survey will be especially insightful
if it includes additional open-ended questions such as:
“What was disappointing about your experience with our product/service?”
“What features of our product/service do you like best?”
“How can we improve your experience?”
Based on their responses, you can determine what steps you need to take to
change negative perceptions and convince Consumers to advocate for your
brand.

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3. Consumer Effort Score (CES)
Consumer Effort Score measures how easy (or difficult) it is for Consumers
to solve their issues or to complete a task using your product or service.
Ideally, you want buyers to get the resolution they need with little effort.
Including questions like “What was the most time-consuming part of your
experience?” and “Was it easy and convenient to contact the support team?”
in your CES survey helps you gauge how much effort your Consumers are
putting into interacting with your brand. The responses can help indicate what
you need to do to improve, too.
Remember, these metrics are only a piece of the puzzle. Once you have your
data, Chandler points out, “You also need to come up with a strategy to
identify, improve, and monitor results.”

1.5 Types of Perception:

1. Vision:

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In many ways, vision is the primary human sense. Light is taken in through
each eye and focused in a way which sorts it on the retina according to
direction of origin. A dense surface of photosensitive cells, including rods,
cones, and intrinsically photosensitive retinal ganglion cells captures
information about the intensity, color, and position of incoming light. Some
processing of texture and movement occurs within the neurons on the retina
before the information is sent to the brain. In total, about 15 differing types
of information are then forwarded to the brain proper via the optic nerve.
The timing of perception of a visual event, at points along the visual circuit,
have been measured. A sudden alteration of light at a spot in the environment
first alters photoreceptor cells in the retina, which send a signal to the retina
bipolar cell layer which, in turn, can activate a retinal ganglion neuron cell.
A retinal ganglion cell is a bridging neuron that connects visual retinal input
to the visual processing centers within the central nervous system. Light-
altered neuron activation occurs within about 5–20 milliseconds in a rabbit
retinal ganglion, although in a mouse retinal ganglion cell the initial spike
takes between 40 and 240 milliseconds before the initial activation. The
initial activation can be detected by an action potential spike, a sudden spike
in neuron membrane electric voltage.
A perceptual visual event measured in humans was the presentation to
individuals of an anomalous word. If these individuals are shown a sentence,
presented as a sequence of single words on a computer screen, with a puzzling
word out of place in the sequence, the perception of the puzzling word can
register on an electroencephalogram (EEG). In an experiment, human readers
wore an elastic cap with 64 embedded electrodes distributed over their scalp
surface. Within 230 milliseconds of encountering the anomalous word, the
human readers generated an event-related electrical potential alteration of
their EEG at the left occipital-temporal channel, over the left occipital lobe
and temporal lobe.

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2. Sound:

The auditory system includes the outer ears, which collect and filter sound
waves; the middle ear, which transforms the sound pressure (impedance
matching); and the inner ear, which produces neural signals in response to the
sound. By the ascending auditory pathway these are led to the primary
auditory cortex within the temporal lobe of the human brain, from where the
auditory information then goes to the cerebral cortex for further processing.
Sound does not usually come from a single source: in real situations, sounds
from multiple sources and directions are superimposed as they arrive at the
ears. Hearing involves the computationally complex task of separating out
sources of interest, identifying them and often estimating their distance and
direction.

3. Touch:
The process of recognizing objects through touch is known as haptic
perception. It involves a combination of somatosensory perception of
patterns on the skin surface (e.g., edges, curvature, and texture)
and proprioception of hand position and conformation. People can rapidly
and accurately identify three-dimensional objects by touch. This involves
exploratory procedures, such as moving the fingers over the outer surface of

12
the object or holding the entire object in the hand. Haptic perception relies on
the forces experienced during touch.
Gibson defined the haptic system as "the sensibility of the individual to the
world adjacent to his body by use of his body." Gibson and others emphasized
the close link between body movement and haptic perception, where the latter
is active exploration.
The concept of haptic perception is related to the concept of extended
physiological proprioception according to which, when using a tool such as a
stick, perceptual experience is transparently transferred to the end of the tool.

4. Taste:
Taste (formally known as gustation) is the ability to perceive the flavour of
substances, including, but not limited to, food. Humans receive tastes through
sensory organs concentrated on the upper surface of the tongue, called taste
buds or gustatory calyculi. The human tongue has 100 to 150 taste receptor
cells on each of its roughly-ten thousand taste buds.
Traditionally, there have been four primary
tastes: sweetness, bitterness, sourness, and saltiness. The recognition and
awareness of umami, which is considered the fifth primary taste, is a
relatively recent development in Western cuisine. Other tastes can be
mimicked by combining these basic tastes, all of which contribute only
partially to the sensation and flavour of food in the mouth. Other factors
include smell, which is detected by the olfactory epithelium of the
nose; texture, which is detected through a variety of mechanoreceptors,
muscle nerves, etc.; and temperature, which is detected by thermoreceptors.
All basic tastes are classified as either appetitive or aversive, depending upon
whether the things they sense are harmful or beneficial.

5. Smell:
Smell perception is the ability to identify and interpret scent signals as they
appear in the direct environment. Smell is not something that arises from
odors alone, but rather is a perceptual feat that relies on the inner biological
workings that are found in humans or other species.
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Smell is also intertwined with other senses, such as taste or even sound. Did
you know that people that smell a fragrant tree scent while hearing noise
traffic will rate the traffic as being less obnoxious compared to people that
are in an odor-free environment? Such sensory feats are being considered by
urban planning authorities as another reason to increase green areas in cities
in order to improve public health and well-being.

1.6 Factors Influencing Perception:

➢ Internal Factors:
1. Needs: Perception is based on their own needs and requirements of the
consumers.
2. Self-concept: The self-concept plays an important role in perceptual
selectivity.
3. Beliefs: A person's beliefs influence on his perception.
4. Past Experience: A person's past experience mould the way he perceives
the situation.
5. Expectations: Expectations affect what a person perceives.

➢ External factors

1. Size: The bigger size am-acts the attention of an individual.

2. Intensity: High intensity increases the chances of selection.
3. Status: The perception is also influenced by the status of the perceiver.

1.7Advantages of Consumer Perception:

1. Superior Perceived Quality:
The perceived quality of most Patanjali products that are driving the growth
of business (namely -ghee, chavanprash, toothpaste and shampoo) is
considered superior by the consumers. It’s the classic trial-conversion model
- once the consumer tries these products (either on recommendation or by
self), most of them get glued to these products.
2.Price Advantage:

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Indian market has traditionally been price sensitive - be it FMCG,
automobiles, realty or any other sector. Patanjali products provide the price
leadership with great perceived quality and thus present themselves as a
winning combination where consumer gets a product with high perceived
quality at a lesser price than the competition
3.Brand Truthfulness
So far, when a consumer used to buy a so called "Herbal" product, say a
shampoo - he would discover it to be a cocktail of chemicals like Silica and
Sodium Lauryl Sulphate (SLS) to which a natural extract like neem or henna
would be added. In contrast, Patanjali shampoo ingredient list is 99% herbs
including well known Indian herbs like Reetha and Shikakai which are a part
of traditional wisdom for haircare in India.
4.Strong Distribution Network
With thousands of dedicated retails shops across India – even in the small
towns – Patanjali bridges the gap between the intention to buy and actual
buying process. Most of the retailers are locals and die hard Patanjali product
fans. Maximum conversion for Patanjali product portfolio happens at the
retail when a consumer approaches to buy a product but is sold other products
as well with conviction by the retailer. This confidence/conviction has hugely
contributed to the consumer loyalty.
5.Trusted Brand Ambassador:
In Baba Ramdev, Patanjali has got a strong brand ambassador. He is credited
with bringing Yoga to the forefront in India in last decade or so with the Yoga
camps and TV channels like Aastha. Thus, he has got his own faithful
admirers / supporters across the country, many of which were the early
consumers/ distributers/ retailers / promoters of Patanjali products. Add to
this the feelings of Swadeshi/ Nationalism and you take a brand image to a
different orbit altogether for the consumers.
6.Brand Trust
Last but most importantly – with all the factors listed above, Patanjali
consumers have developed an unshakable faith in the products that they are

15
using. Trust in the brand has been developed over a period with positive
experiences with the products. This trust has converted many of Patanjali
consumers to brand evangelists. The word of mouth of satisfied consumers
seems to be driving force behind growth of Patanjali products.

1.8 Disadvantages of Consumer Perception:

1. Too many surveys, so little time:

Your Consumers are bombarded with online surveys. Surveys may be

simple to complete, however, some people simply do not like to complete
them. Sending surveys too often can irritate Consumers and lead to
Consumer burnout. Consumer burnout can result in low response rates or
result in lower satisfaction scores, despite your reputation for providing
excellent products or services.
2.Privacy Issues:

We live in a high-tech environment filled with daily doses of unwanted junk

email, email solicitations, and sales calls. When taking an online survey or
a phone survey (or any type of survey), it is hard for your Consumers to
believe that they aren’t being tracked. Because of insecurities of releasing
private information, Consumers today are hesitant in giving out information
that may lead to more junk email and unwanted calls. Make certain to assure
Consumers that the information they provide in response to your Consumer
satisfaction surveys will not be used. Without this disclaimer, it may be
difficult to receive a good response rate.

1.8Stages Of Perception:
As established above, perception is a multi-stepped process. The two major
processes, receiving stimuli and making meaning of the stimuli can be broken
down into smaller steps:
➢ Stimulation (understanding stimuli exist)
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 ➢ Organization (comparing existing knowledge with the stimuli)
➢ Interpretation (making meaning of the stimuli)

1. Stimulation (understanding stimuli exist):

In the stimulation stage, different sensory receptors will be stimulated by
different stimuli. For example, the eyes will be primed to understand visual
stimuli. After the stimuli are detected, information about them will be sent to
the brain for processing.
In daily life, there are a lot of stimuli existing in the environment surrounding
an individual, yet not all stimuli will be actively known to the individual. For
example, when one walks down a pavement, one can walk past a lot of people.
But most of the time, people do not remember every face that they see on a
day-to-day basis. This is because sensory receptors are selective to something
special. From a biological perceptive, compared to being aware of everything
in the environment, being aware of the crucial elements that may be life-
threatening is a more important and better use of attention. Therefore, only
specific objects will be perceived, those can also be called attended stimuli.
Using the example above, if one of the passers-by stops the individual and
asks about the direction to a bus stop, and the individual answers the question,
it will be more likely that the individual will remember that person compared
to other people they walked past. Stimulation in this step will be affected by
factors such as needs, interests, expectations, and limitations.

2.Organization (comparing existing knowledge with the

stimuli):
The organization stage starts when information about the stimuli from the
sensory receptors arrives in the brain. In this step, the brain will organize
information with existing knowledge, rules, schemas, and scripts. According
to Gestalt theories, the human mind tends to understand similar elements and
group them into groups for easy understanding. Past experience and schemas
are also important for the human mind to know how to react to stimuli.

17
 3.Interpretation (making meaning of the stimuli):
In the interpretation stage, the mind will use all the information from the
previous steps to form an understanding of what the individual is sensing. In
this step, necessary actions will also be decided from the mind. These
judgments or meanings will be based on the rules, schemas, and script
mentioned above. Different people have different existing knowledge;
therefore, they will also arrive at different conclusions from the same stimuli
and thus carry out different actions.
For example, John sees a large dog on the pavement (stimulation), he
remembers that a dog of the same breed had chased him down the street
before (organization). Now John decides that if he walks too close to the dog,
he may get chased again, so he should stay away from the dog to make sure
he is safe (interpretation).

Introduction of Patanjali

Patanjali Ayurveda was formed in January 2006 as a private limited company by

yoga guru Ramdev and his partner Sri Acharya Balakrishna. In June 2007, it was
converted to a Public Ltd. Company. It is registered under the Companies Act, 1956
and has its registered office in Bijwasan, New Delhi and three other offices in
Haridwar. The company was started with the vision of uplifting the life of Indian

18
farmers by locally sourcing the raw materials from them and making their lives
better while at the same time provide an opportunity to the Indian masses to move
towards healthy lifestyle by promoting Ayurveda and herbal products. Baba
Ramdev started off as a yoga trainer who featured in televised programs in Aastha
and Sankar channels and made Indians realize that they have forgotten Indian
tradition and art forms- one of them being yoga. He got wide acceptance and word
of mouth publicity helped him reach to a wider audience. He projected Yoga as a
panacea to all the health problems. In its first year of operations, 2008, Patanjali
generated a revenue of over 60 crores.1 Almost 10 years later, the homegrown
venture has grown to be a 5000crore company and is posing a threat to the well-
established companies in the FMCG domain.

1.9 History of Patanjali:

Ramdev and Balkrishna established Patanjali Ayurveda in
2006.[4][10][11] Balkrishna owns 94 percent of the company, and the remainder is
dispersed among other individuals.[8] In May 2021, Balkrishna had a net worth
of US$2.3 billion.[12]
According to CLSA and HSBC, Patanjali was one of the fastest-
growing FMCG companies in India in 2016. It was valued at ₹3,000
crore (equivalent to ₹37 billion or US$460 million in 2020).[13][14][15] Patanjali
estimated its annual turnover for the 2016–17 fiscal year at ₹10,216
crore (US$1.3 billion).[16] According to a report by India Infoline (IIFL), at least
13 listed companies would be affected by Patanjali's success; they
included Hindustan Unilever, Colgate, Dabur, ITC, and Godrej Consumer
Products.

1.9.1 Company Profile:

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Type Private[1]

Industry Conglomerate

Founded 2006; 16 years ago

• Acharya Balkrishna
Founder
• Baba Ramdev

Headquarters Haridwar, Uttarakhand

,
India
Area served • Worldwide
• Indian subcontinent
• Middle East
[2]

Key people Balkrishna (Chairperson, Managing Director

& Chief Executive Officer)

Products • Ayurvedic medicine

• Consumer goods
• Healthcare
• Personal care
• Cosmetics
• Cleaning agents
• Beverages
• Fashion
• Foods

Revenue ₹30,000 crore (US$4.02 billion) (FY2021)

Net income ₹590 crore (US$80 million) (FY2021)

Website www.patanjaliayurved.org

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1.9.2 Products of Patanjali:
Patanjali has a wide range of products with the theme of Ayurvedic/herbal
being common across all categories. It has four business divisions: food and
beverages, cosmetics and health, health drinks and home care. The highest
revenue grossing products are Patanjali ghee, Dant Kanti, Kesh Kanti,
Patanjali Atta noodles and Patanjali Aloe Vera juice and gel.
The Consumer base of Patanjali is ridiculously huge and with each passing
day, it is growing bigger. A major ramp-up came when Patanjali was
relaunched by Baba Ramdev in 2014. After that it has not looked back. The
company is finding it difficult to cater to the demand of all the Consumers. It
has increased its distribution channels and expanded its reach multifold from
the point when it started. Production has also increased, and it has now over
450 products in its portfolio.

➢ Types Of Products:
• Health Care Product
• Ayurvedic Medicine
• Personal Care Products
• Home Care Products
• Food Products
• Nutraceutical Products

1.9.3 Vision:
Keeping Nationalism, Ayurveda, and Yoga as our pillars, we are committed
to create a healthier society and country. To raise the pride and glory
of the world, we are geared up to serve people by bringing the blessings of
nature into their lives. With sheer dedication, scientific approach, astute
planning, and realism, we are poised to write a new success story the world.

1.9.4 Mission:
Making India an ideal place for the growth and development of Ayurveda and
a prototype for the rest of the world.
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 Chapter 2
Introduction

2.1 Introduction of Literature Review

2.2 Meaning of Literature
2.3 Purpose of Literature Review
2.4 Types of Literature Review
2.5 List of Literature Review

22
CHAPTER=2

23
INTRODUCTION OF LITERATURE REVIEW
A literature review is an overview of previously published works on a specific
topic. The tercan refer to a full scholarly paper or a section of a scholarly
work such as a book, or an article that way, a literature review is supposed to
provide the researcher/author and the audiences with a general image of the
existing knowledge on the topic under question. A good literature review can
ensure that a proper research question has been asked and a proper theoretical
framework and/or research methodology have been chosen. To be precise, a
literature review serves to situate the current study within the body of the
relevant literature and to provide context for the reader. In such case, the
review usually precedes the methodology and results sections of the work.
Producing a literature review is often a part of graduate and post-graduate
student including in the preparation of a thesis, dissertation, or a journal
article. Literature reviews are also common in a research proposal or
prospectus (the document that is approved before a student formally begins a
dissertation or thesis). A literature review can be a type of review article. In
this sense, a literature review is a scholarly paper that presents the current
knowledge including substantive findings as well as theoretical and
methodological contributions to a particular topic. Literature reviews are
secondary sources and do not report new or original experimental work. Most
often associated with academic-oriented literature, such reviews are found in
academic journals and are not to be confused with book reviews, which may
also appear in the same publication. Literature reviews are a basis for research
in nearly every academic field.

• Meaning Of Literature
A literature review is a thorough summary of earlier studies on a subject. The
literature review examines scholarly books, journals, and other sources that
are pertinent to a particular field of study. This prior research should be listed,
described, summed up, impartially evaluated, and clarified in the review. It
needs to provide a theoretical framework for the study and assist you (the
24
author) in defining its scope. By acknowledging the contributions of earlier
researchers, the literature review reassures the reader that your work has been
thoughtfully conceived. When a previous study in the subject is mentioned,
it is assumed that the author has read, assessed, and incorporated that study
into the current work.

• Purpose of Literature Review:

There are several reasons to conduct a literature review at the beginning of a
research project:
➢ To familiarize yourself with the current state of knowledge on your topic
➢ To ensure that you’re not just repeating what others have already done
➢ To identify gaps in knowledge and unresolved problems that your
research can address
➢ To develop your theoretical framework and methodology
➢ To provide an overview of the key findings and debates on the topic.
• Types of Literature Review:
1.The narrative literature review, also known as the conventional literature
review, analyses and condenses the body of a body of literature. A narrative
review also makes generalisations about the subject and spots any gaps in the
body of information. To conduct a narrative literature review, you must have
a research topic that is sufficiently narrow.
2.Comparatively to the majority of other types of literature reviews,
systematic literature review necessitates a stricter and more defined approach.
A thorough systematic literature review includes information on the time
period during which the literature was chosen. Meta-analysis and meta-
synthesis are the two subcategories of systematic literature reviews.
3.scoping literature review is used to determine the breadth or depth of a
body of literature on a particular subject. Scope reviews are beneficial for
analysing new information, it has been noted, "when it is yet unclear what
other, more specific issues may be presented and valuable addressed by a
more precise systematic review." [1] The primary distinction between
25
systematic and scoping types of literature reviews is that systematic reviews
are carried out to explore more general research topics while scoping reviews
are done to find answers to more specific research concerns.
4.A selective review of the literature is used in an argumentative literature
review to prove or disprove a claim, a deeply held assumption, or a
philosophical conundrum that has already been made.

5.The emphasis of a theoretical literature review is a body of theory that

has gathered in relation to a problem, idea, theory, or phenomenon.
Theoretical literature reviews are important tools for discovering what
theories already exist, how they relate to one another, how thoroughly they
have been studied, and for creating new testable hypotheses.

• List of Literature Review: -

1) Dr. Krishna Mohan & C.H. Kumar (2021): This study related to
examine the consumer perception and its influence in the
consumption of organic products in general and select offerings of
Patanjali Ayurveda Limited. The survey was conducted in three
stages. The 1st round was done among 100 respondents, the 2nd round
among 200 respondents and 3rd round among 650 participants. The
following formula has been used for data analysis. As the pollution
levels in the air as well as water contamination, high use of chemicals
& fertilizers is on the rise, hence it is advisable to consume foods with
less toxicity levels in order to improve health, fitness and well-being.
In the busy world, the consumers need to find sufficient time to go
through the advantages of the Organic, Ayurvedic and Natural
products, be it food, personal care, health care, home care products
and try to choose their options according to their needs.

26
2) Ballav Niroula (2021): This research paper article that the objectives
of this study are to identify the features of Patanjali products and it
focuses to identify the satisfaction level and purchasing decision of
consumer by the features of Patanjali products.it found that to focus
on the product features in order to obtain loyal satisfied Consumers.
The finding from the study is useful for the Patanjali products
suppliers that price, availability and healthiness are the major
determinant of the Patanjali products. if they focus on their product
attributes, what determinant is most important to Consumer and what
are the expectation of Consumer from the product. Consumer may
switch to competitors’ product if they have negative perception or
dissatisfaction without any second thought.

3) Mr. Sahebagouda & Dr.A.P. Hosmani (2020): This paper title the
primary objective of this study is to understand the Consumers
personal factors and awareness level, and factor influencing
purchasing the Patanjali dental care products. 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 health care. this study is based on both primary
and secondary data. The primary data were collected through
questionnaire. The secondary data has been collected from the books
and magazines related to consumer behaviour. the study reveals that
the study reveals that most of the respondents are aware of the herbal
Dental care. Patanjali should try to convey the quality of products to
people.

4) Dr. R. Ramachandran (2020): The study also suggest that this

research aims to explore the Consumer’s perception towards
cosmetics items in Patanjali products. the objective of this study to
analyses the demographic factors impact on Consumers satisfaction
with reference of strategy, media and characters in the study area. the
27
 study also carried out how the consumers satisfaction influences the
Patanjali products. Finally, the study also focused at different district
levels and among State level of comparison in southern part of India.

5) Dr. Jothoi Lakshmi (2020): The present research paper entitled that
the researcher tries to find out the consumer behaviour and quality
related issues of the Patanjali products. 79% of the Consumers are
aware about the Patanjali products and 21 % of the Consumer are
unaware about the Patanjali products. It could be inferred that
majority of the Consumers are aware about the Patanjali products. this
also finding that 64% of the Consumers are purchased cosmetics and
20% of the Consumers are purchased ayurvedic. It could be inferred
that majority of Consumers are cosmetics purchased in Patanjali
Product. A large portion of the user is satisfied with price for the
reasonable price of the product. It may be due to ability of the product
to cure the problems. The satisfaction brings in the retention of
Consumers.

6) Chaithra Nayak & Preethi Prabhu (2020): the study also suggests
that there is a need to know the level of satisfaction for Patanjali
products which has had a massive growth in a very short span of time
when compared to other ayurvedic products. The major finding in the
study says that swadeshi brand and natural product are the two main
reasons that influence consumers to buy Patanjali products and it also
reveals the consumers satisfaction level towards the Patanjali
products. In the above study, a large portion of the users are satisfied
with the Patanjali products, it may due to ability of products to satisfy
Consumer needs. The satisfaction brings in the retention of
Consumers.

7) Dr. K. Krishnakumar (2019): The present research paper entitled

this paper explores consumer perception and buying pattern through
28
 rural market in Villupuram district. the study using both primary and
secondary data. Primary data were collected from the sample
respondents, and secondary data were collected from various books,
journals, magazines, articles, reports. This is concluded that rural
marketing is one of the innovative concepts for recent days. it is fully
based upon the rural consumers.

8) Dr. C. Manivel (2019): The finding so that the primary objective of

this study is to understand the Consumers personal factors and
awareness level, and factor influencing purchasing the Patanjali Soap
products. Patanjali is one of the great competitors of FMCG products
in the market. 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.
Last it is concluded that Patanjali should try to convey the quality of
products to people. Patanjali has increased their advertisement
expenditure and this can be seen in our results where advertisement is
the most important factor for consumers which are value
communication.

9) Sandhiya Rani & Kriti Kesarwani (2019): The present research

paper entitled that the perception of consumer regarding attributes of
Patanjali products were found satisfactory. Various product attributes
met with consumer expectations. All the consumers of medicinal
products have safe investment attitude. Food product users have
positive attitude and cosmetic product users have carefree attitude
towards these products. Medicinal products were consumed basically
with the attitude to acquire good health, food products to gain
complete satisfaction with consumption and cosmetic products
consume in order to use something new. The collected data was
tabulated and analysed in terms of frequency. Objectives of the study:

29
 To study consumer attitude towards Patanjali products. To assess
consumer perception towards Patanjali products.

10) Dubey P.K & Sharma J. K. (2019): The objective of this study is
knowing the level of customer perception and satisfaction by studying
the awareness of products within the customer who consume the
herbal products of Patanjali. The result was able to conclude that they
are satisfied with the unique selling prepositions, Availability and
Triumphant over its competitors of Herbal Products of Patanjali. The
research determines about perception and satisfaction level of
consumers and factors influences customer's behaviour towards
herbal products of Patanjali. The study is proving that there is
significance relationship between the monthly income and occupation
of respondents.

11) Pratikshit Kelkar & Dr. Jignesh Valand (2018): The finding so that
the descriptive study mainly focusing to know the Consumer's
perception towards Patanjali brand, positioning of Patanjali brands in
minds of people (who use a product or service) and products attributes
influencing the consumer in terms of toothpaste. In this research
structured list of questions used to collect data and convenience
sampling method has been adopted to complete the study. It is
concluded that perception of brand and attributes are important for
buying decision of the product. Consumers’ perception towards a
brand is based on the satisfactory value the user receives after paying
for the product and the benefits the user looks for. it is because of
reasonable price of the product, advertisements.

12) Yuvika Singh & Sarabjit Kaur (2018): This Study title “Consumer
Perception towards Patanjali brand” this study so that the main aim of
this paper is to find the consumer perception regarding the Patanjali
brand. The responses to our questionnaire suggested that the
30
 competitive pricing, quality of products and good communication
techniques were the most important reasons for the popularity. the
decision to purchase Patanjali products such as: communication
strategy, product quality, pricing and brand image of Baba Ramdev
and consumer awareness about the products. Consumer perception
towards a brand is built mainly on the satisfaction level of the user
after paying for the product. In the above study, a large number of
users are satisfied from Patanjali products. It may be due to reasonable
price of the product or due to ability of the product to cure the core
problem.

13) Jagmeet Singh & Hiritik Mehta (2018): This study so that many
new entrants are coming in this sector national and international. One
of the rising names in FMCG sector in India is Patanjali Ayurveda
Ltd. In this paper we tried to find what Consumer perceive about
Patanjali Products and to know the reason behind repeated buying of
these products. To determine the demographic profile of consumers
and to study the factors which influence repeat buying.it is conclude
that maximum buyers are of age group between 18 to 35 years,
educated and low to middle income group. The main reason of buying
the Patanjali products is quality, quantity, availability of products.
Patanjali has managed their promotion campaigns very well by
focusing on ayurveda, Yog.

14) Arhan Sthapit & Rose Mary (2018): This study is based on a
quantitative research design, the study collected primary data through
a questionnaire survey administered on 200 respondents chosen
through a convenient sampling technique. Using descriptive statistics,
mean-based ranks and one sample t-test, the study discovered that
price, quality and health consciousness. The finding that price and
quality being ranked in top three most influential factors for brand
preference is also consistent with that of Sthapit and Shakya (2010),
31
 a Nepali study on brand preference for cell-phones. The finding is also
similar to an Indian study by Gurusanthosini and Gomathi (2017). The
finding of the present study that product quality and availability are
2nd and 3rd most influential factors matches with that of Rani (2017),
and Saranya and Thanuja (2017).

15) Dr. B. Jaya Prabha & Ms. S. Priyanka (2018): Through their article
title this paper aims to study the consumer perception of Patanjali
products in FMCG sector which was previously dominated by big
shot companies like HUL, P& G and Nestle. The objective is to study
about the brand awareness of Patanjali products towards the market.
To study the brand perception of Patanjali. This study conclude that
the Consumers are converting into, “Ayurvedic” products with the
intention of better health in Indian food market. As per the Consumers
experience, Patanjali Ayurvedic and natural food products are going
to occupy major share and becoming a leader in Indian food market.

16) Dr. B. Divya Priya and Dr. Maharajothi Priya (2018): The study
aimed to find out the consumer perception, preference, and
satisfaction towards purchase of Patanjali product. It was found that
respondents were influenced through 'Salespersons/Dealers' and
'Television Advertisement' and 'Ayurvedic Ingredients' were the
major driving factor that have influenced the purchase decision. Also,
respondents were highly satisfied with the 'Usage of the product',
'Quality' and 'Ayurvedic Ingredients' of Patanjali product. The study
observed that female respondents who were married; graduates and
professionally employed in private firms with an annual income in the
range between Rs.10,001 to Rs.20,000 belonging to nuclear type
family have shown their interest towards purchase of Patanjali
products.

32
17) Ruchi Jaggi (2017): This study aims to investigate the consumer
perception regarding the Patanjali brand. Further analysis brought out
the following factors as being the most important in influencing the
decision to purchase Patanjali products among its Consumers:
communication strategy, product quality, competitive pricing. the
indigenous nature of the products has a strong symbolic value, which
seems to have clearly translated into material benefits for the Patanjali
brand.

18) Nilesh Kate & Mahendra More (2017): The research shows that
consumers were price sensitive but the changing market trend and
consumer’s views and preference shows that most of consumers are
now health and quality sensitive. Since, the consumer buying
preference is important factor to forecast the sates of any product so
companies should keep a close eye on market strategy. This study
provides new insights for consumers, manufacturer and distributors.
The present research has issue related to the generalizability of the
findings. Since this research focuses on Pune city’s consumers of
Patanjali’s Dant Kanti, the results that have been attained cannot be
generalized for consumers from other part of countries. The nature of
present study is single cross sectional, if this study considers
longitudinal approach, then results may differ in those conditions.

19) O. Sangeetha (2017): This study aims at identifying customer’s

preference towards Patanjali products with special reference to Erode
District people. 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. So, this study is carried
out to know why customers are interested to purchase the Patanjali
products. Ayurvedic and Herbal remedies are available in all Patanjali
and organic stores. Ayurvedic products are reasonably cost effective
33
 and well accepted by customers. Patanjali in order to retain more
customers and satisfy them, must fulfil the claims made by the
company before any other brand may mushroom up and take away the
benefits of marketing through spirituality. Within a short period of
time Patanjali has taken a good position in the market and created a
positive mark in the buyer’s perspective.

20) G. Satheesh Raju & R Rahul (2016): This study also aims at
identifying customers perception towards present and expected
products from Patanjali. This study is carried out to know why
customers are preferring Patanjali products. The study has revealed
that the people between the age group of 15-45 are the major
consumers of Patanjali products. However, Patanjali is entering into
much business it is suggested that it focus on more cosmetic, health
and food related products.

34
 CHAPTER-3
Research Methodology
3.1 Meaning of Research
3.2 Purpose of Research
3.3 Meaning of Research Methodology
3.4 Importance of Research Methodology
3.5 Sources of Data
3.6 Introduction of Study
3.7 Statements of Problems
3.8 Data Collection Method
3.9 Research Methodology
3.10 Objectives of Study
3.11 Nature of Data
3.12 Analysis of Data
3.13 Limitations of Data

35
36
3.1 Meaning of Research
Research is a process of systematic inquiry that entails collection of data;
documentation of critical information; and analysis and interpretation of that
data/information, in accordance with suitable methodologies set by specific
professional fields and academic disciplines. Research is the careful
consideration of study regarding a particular concern or problem using
scientific methods. According to the American sociologist Earl Robert
Babbie, “Research is a systematic inquiry to describe, explain, predict, and
control the observed phenomenon. It involves inductive and deductive
methods.”
3.2 Purpose of Research
• Identify potential and new Consumers
• Understand existing Consumers
• Set pragmatic goals
• Develop productive market strategies
• Address business challenges
• Put together a business expansion plan
• Identify new business opportunities
3.3 Meaning of Research Methodology
Research methodology is the specific procedures or techniques used to
identify, select, process, and analyse information about a topic. In a research
paper, the methodology section allows the reader to critically evaluate a
study’s overall validity and reliability.
3.4 Importance of Research Methodology
Expands your knowledge base: One of the greatest benefits of research is to
learn and gain a deeper understanding. The deeper you dig into a topic, the
more well-versed you are. Furthermore, research has the power to help you
build on any personal experience you have on the subject.
Keeps you to update: Research encourages you to discover the most recent
information available. Updated information prevents you from falling behind

37
and helps you present accurate information. You’re better equipped to
develop ideas or talk about a topic when you’re armed with the latest inputs.
Builds your credibility: Research provides you with a good foundation upon
which you can develop your thoughts and ideas. People take you more
seriously when your suggestions are backed by research. You can speak with
greater confidence because you know that the information is accurate.
Sparks connection: Take any leading non-profit organization, you’ll see how
they have a strong research arm supported by real-life stories. Research also
becomes the base upon which real-life connections and impact can be made.
It even helps you communicate better with others and conveys why you’re
pursuing something.
Encourages Curiosity: As we’ve already established, research is mostly about
using existing information to create new ideas and opinions. In the process, it
sparks curiosity as you’re encouraged to explore and gain deeper insights into
a subject. Curiosity leads to higher levels of positivity and lower levels of
anxiety.
3.5 Sources of Data
Data can be gathered from two places: internal and external sources. The
information collected from internal sources is called “primary data,” while
the information gathered from outside references is called “secondary data.”
Internal source of data: References are things like reports and records that are
published within the organization.
Internal data references are used to do primary research on a given topic. As
a researcher, you can go to internal sources to get information. All the work
of the study is easy for it.
Some of the different internal data are accounting resources, sales force
reports, internal experts, and miscellaneous reports.
External source of data: When data collection happens outside of the
organization, it is called an external data source. In every way, they are
outside of the company. As a researcher, you can work for external data
collection.

38
The data from external origins is harder to gather because it is much more
varied, and there can be many of them. There are different groups into which
external data can be put. They are given below:

• Government publications
• Non- government publications
• Syndicate services
3.6 Introduction of Study
The study is based on both types of data i.e., Secondary data and Primary
data. This study analysis the consumer satisfaction regarding online food
delivery service with respect to Anand city. This helps to find out the
problems associated with online ordering and delivery of food.

3.7 Statement of Problems

Consumers are the master of their money. They have the ability to coordinate
of their choice of spending and saving. Consumers are influenced by their
attitude towards the product and services and therefore marketers, service
providers, competitors, etc. need to implement their strategies, plans and
tactics in order to win the trust of consumers. Hence, this report aims to
explores the consumer’s satisfaction and behaviour towards online food
delivery services.

3.8 Data Collection method

The data to study the satisfaction of the consumers regarding the online food
delivery service is collected by two methods i.e., Primary data and secondary
data
Secondary data is collected through the official website of various online food
delivery services.
Primary data is collected through the questionnaire and it is circulated among
various age groups and various occupational profiles and educational

39
background. A total of 50 respondents disclosed their views. The
questionnaire is mailed.
3.9 Research Methodology
This is a descriptive study in which we have tried to find out Consumer
satisfaction for online food delivery. The study used primary data which were
collected in the field through a self-structured questionnaire. Data of 100
consumers is collected from Anand city.
3.10. Objectives of the study
• To study the brand perception of patanjali in mind of consumer.
• To know the perception that customer keep in mind while buying
patanjali product.
• To know the different aspect of consumer perception regarding price
, quality , availability advertisements.
• To examine consumer awareness of product.
• To find out influences of socio-economic variable towards consumer
preferences towards Patanjali product.
3.11. Nature of the data
The nature of data is secondary and primary in nature. It is collected from
online source and by circulating questionnaire.
3.12. Analysis of data
This collected data is suitably presented in tables, graphs, diagrams, charts,
percentage and then proper interpretation is drawn from it and suggestions
are given from it.
3.13. Limitations of the study
• This study is restricted to Anand city only.
• Time and energy are the major limitations of the study.
• This study is based on the views of consumers.
• The information obtains from the consumer based on questionnaire
was assumed to be factual.
• There are limited number of respondents.

40
 CHAPTER - 4

Data Analysis and Interpretation

41
 4.1 GENDER WISE CLASSIFICATION

GENDER NO. OF PERCENTAGE

RESPONDENTS
MALE 40 57.14%
FEMALE 30 42.86%
TOTAL 70 100

GENDER
100 100

90
80
70 no.of respondes
70
60 57.14
Percentage
50 42.86
40
40
30
30
20
10
0
MALE FEMALE TOTAL

According to the table above, 42.86 of the sample's consumers are women
and 57.14 are men. The majority of consumers, it might be assumed, are
men.

42
 4.2 AGE WISE CLASSIFICATION

AGE NO. OF RESPONDENTS PERCENTAGE

15-30 46 65.71%
30-45 13 18.57%
45-60 7 10%
60-ABOVE 4 5.71%
TOTAL 70 100

Age Wise Gender

70
65.71
60
NO.OF RESPONDENCE
50 46
PERCENTAGE
40

30
18.57
20 13
10
7 5.71
10 4

0
15-30 30-45 45-60 60-ABOVE

According to the aforementioned figure, 65.71 percent of consumers are

between the ages of 15 and 30 and 18.57 percent are between the ages of
30 and 45. And 10.1% are between the ages of 45 and 60; the final 5.71
percent are over 60.

43
4.3 EDUCATIONAL PROFESSION

QUALIFICATION NO. OF PERCENTAGE

RESPONDENTS
STUDENT 43 61.43%
BUSINESS 12 17.14%
PROFESSION 10 14.29%
GOVERNMENT 5 7.14%
JOB
TOTAL 70 100

EDUCATIONAL PROFESSION
70
61.43
60
NO.OF RESPONDENCE
50
43 PERCENTAGE
40

30
17.14
20 14.29
12 10
5 7.14
10

0
STUDENT BUSINESS PROFESSION GOVERNMENT JOB

Out of the total of 70 respondents, the aforementioned graph reveals that 43 of

them are students, 12 work in business, 10 are consumers who are professionals,
and 5 are employed by the government.

44
4.4 MARITAL STATUS

MARITAL NO. OF PERCENTAGE

STATUS RESPONDENTS
MARRIED 24 34.29%
UNMERRIED 46 65%
TOTAL 70 100

MARITAL STATUS
100 100

90 NO.OF RESPONDENCE
80
PERCENTAGE
70
70 65
60
50 46

40 34.29

30 24

20
10
0
MARRIED UNMERRIED TOTAL

Out of the sample of 70 consumers, the table above reveals that 24 of them are
married. And out of the 70 sample consumers, 46 people are single. The majority
of consumers in the study are therefore single, it is implied.

45
 4.5 AWARENESS OF PRODUCT

AWARENESS OF NO. OF PERCENTAGE

PRODUCT RESPONDENTS
YES 70 100%
NO 00 00%
TOTAL 70 100

AWARENESS OF PRODUCT
100 100 100
NO.OF RESPONDENCE
90
PERCENTAGE
80
70 70
70

60

50

40

30

20

10 0 0
0
YES NO TOTAL

According to the aforementioned table, 70 consumers are aware and 0

consumers are oblivious of Patanjali's products, meaning that 100% of
consumers are aware of them.

46
 4.6 USE OF PATANJALI PRODUCT

USE OF PATANJALI NO. OF PERCENTAGE

PRODUCT RESPONDENTS
YES 67 95.22%
NO 03 4.48%
TOTAL 70 100

USE OF PATANJALI PRODUCT

100 100 NO.OF RESPONDENCE

95.22
90 PERCENTAGE
80
67 70
70
60
50
40
30
20
3 4.48
10
0
YES NO TOTAL

Out of a total of 70 respondents, the aforementioned graph shows that 67

consumers use Patanjali products and 3 consumers do not.

47
 4.7 SOURCE OF INFORMATION

SOURCE OF NO. OF PERCENTAGE

INFORMATION RESPONDENTS
ADVERTISEMENT 45 67.2%
FRIENDS 13 19.4%
RELATIVES 7 10.4%
OTHERS 2 3%
TOTAL 67 100

SOURCE OF INFORMATION
70 67.2
NO.OF
60
RESPONDENCE
50 45 PERCENTAGE

40

30
19.4
20 13
10.4
7
10 2 3

0
ADVERTISEMENT FRIENDS RELATIVES OTHER

Out of a total of 67 sample consumers, 13.4% of respondents, or 8 sample

consumers, were informed by relatives and other sources, while 67.2% of
respondents were informed through the advertisement. It is therefore
possible to conclude that Patanjali products are successful because they
spend a lot of money on advertising.

48
 4.8 FREQUENCY OF USING PRODUCT

FREQUENCY OF NO. OF PERCENTAGE

USING PRODUCT RESPONDENTS
REGULARLY 29 43.3 %
SOMETIMES 26 38.8%
RARELY 11 16.4%
ONLY ONTRIAL 1 1.5%
BASIS
TOTAL 67 100

FREQUENCY OF USING PRODUCT

45 43.3
40 38.8 NO.OF RESPONDENCE
35
30 29 PERCENTAGE
26
25
20 16.4
15 11
10
5 1 1.5

0
REGULARLY SOMETIMES RARELY ONLY ONTRIAL BASIS

From the above table and chart, it is clear that 43.3 % respondents are regular
users of Patanjali products out of total 67 sample consumer, while 38.8 % are
using products from time to time and 16.4 % are using rarely and 1.5 % of
respondents are using Patanjali product on trial basis. So it implies that regular
consumers are more than not using Patanjali products.

49
4.9 VARIETY OF PRODUCT

VARIETY OF NO. OF PERCENTAGE

PRODUCT RESPONDENTS

STRONGLY AGREE 28 41.8%

AGREE 28 41.8%
NEUTRAL 10 14.9%
DISAGREE 1 1.5%
STRONGLY DISAGREE 0 0%
TOTAL 67 100

VARIETY OF PRODUCT
45 41.8 41.8
40 NO.OF
RESPONDENCE
35
28 28 PERCENTAGE
30
25
20 14.9
15 10
10
5 1 1.5 0 0
0
STRONGLY AGREE NEUTRAL DISAGREE STRONGLY
AGREE DISAGREE

From the above table and chart it shows clearly that 41.8 % of the consumer it
means 28 sample consumer s are strongly agree that Patanjali offer variety of
products, where 28 sample consumer out of 67 are agree , 10 sample consumer
are neutral and 1 sample consumer went with disagree that , Patanjali is not
provide variety of products.

50
 4.10 USE OF DIFFERENT PRODUCTS

USE OF NO. OF PERCENTAGE

DIFFERENT RESPONDENTS
PRODUCTS
COSMETIC 16 23.9%
PRODUCTS
FOOD 17 25.4%
PRODUCTS
AYURVEDIC 28 41.8%
PRODUCTS
OTHER 6 1%
TOTAL 67 100

USE OF DIFFERENT PRODUCTS

45
41.8
40 NO.OF RESPONDENCE
35
30 28 PERCENTAGE
25.4
23.9
25
20 16 17

15
10 6

5 1

0
COSMETIC PRODUCTS FOOD PRODUCTS AYURVEDIC PRODUCTS OTHER

The above table and chart show that 23.9% of the consumer are purchased
cosmetics and 25.4 % of the consumer are purchased food products, where 41.8
% and 9% of the consumer are purchased ayurvedic and other products
respectively So, it implies that ayurvedic consumer is more than other products,
which is 28 consumer out of total 67 sample consumer.

51
 4.11 FAIR PRICE

FAIR PRICE NO. OF PERCENTAGE

RESPONDENTS
STRONGLY AGREE 25 29.9%
AGREE 35 52.2%
NEUTRAL 10 14.4%
DISAGREE 2 3.5%
STONGLY DISAGREE 0 0%
TOTAL 67 100

VARIETY OF PRODUCT
60
52.2 NO.OF RESPONDENCE
50

40 PERCENTAGE
35
29.9
30 25

20 14.4
10
10 3.5
2

0
STRONGLY AGREE AGREE NEUTRAL DISAGREE

The above table and chart imply that 29.9 % of the consumer strongly agree
that price of Patanjali product is fair, 52.2 % of the consumer agree that price
is fair, 14.4 % of the consumer are neutral in fair price and 3.5 % of the
consumer is disagree side towards fair price. So, this research signifies that
35 consumer agree that price is fair out of total 67 sample consumer, which
is higher...

52
 4.12 HIGH QUALITY / EFFECTIVENESS

HIGH QUALITY / NO. OF PERCENTAGE

EFFECTIVENESS RESPONDENTS
STRONGLY AGREE 20 29.4%
AGREE 32 48.5%
NEUTRAL 12 17.6%
DISAGREE 3 4.5%
STONGLY 0 0%
DISAGREE
TOTAL 67 100

HIGH QUALITY / EFFECTIVENESS

50 48.5
NO.OF
45 RESPONDENCE
40
PERCENTAGE
35 32
30
25
17.6
20
12
15
10 3 4.5
5 0 0
0
AGREE NEUTRAL DISAGREE STONGLY DISAGREE

The above table and chart show that 29.4 % of the consumer strongly agree
that it is good in quality and 48.5% of the consumer agree that Patanjali
product has good quality, while 17.6 % and 4.5 % neutral and disagree
respectively towards quality of product
So, this research signifies that 32 consumer is agree that quality of
Patanjali product is high.

53
 4.13 APPEALING PACKAGING

APPEALING NO. OF PERCENTAGE

PACKAGING RESPONDENTS
STRONGLY 18 26.5%
AGREE
AGREE 32 47.1%
NEUTRAL 13 19.1%
DISAGREE 3 5.9%
STONGLY 1 1.4%
DISAGREE
TOTAL 67 100

APPEALING PACKAGING
50 47.1
45 NO.OF RESPONDENCE
40
35 32
PERCENTAGE
30 26.5
25 19.1
18
20 13
15
5.9
10 3 1 1.4
5
0
STRONGLY AGREE AGREE NEUTRAL DISAGREE STONGLY
DISAGREE

The above table and chart show that 47.1 % of the consumer agree that packaging
of patanjali is attractive and 26.5 % of the consumer strongly agree that packaging
is agree while 5.9 %, 1.4 % of the consumer disagree and strongly disagree
respectively that packaging of patanjali is not appealing.

54
 4.14 NATURAL INGREDIENTS

NATURAL NO. OF PERCENTAGE

INGREDIENTS RESPONDENTS
YES 40 60.3%
NO 4 4.4%
MAY BE 23 35.3%
TOTAL 67 100

NATURAL INGREDIENTS
70

60 60.3 NO.OF RESPONDENCE

50 PERCENTAGE
40
40 35.3

30 23

20

4 4.4
10

0
YES NO MAY BE

The above table and chart show that 60.3 % of the consumer is think that all
products of patanjali have natural ingredients while 35.3 % of the consumer is
think that product of patanjali has no any natural ingredients, it concludes that 23
consumers cannot determine that products are healthy or not for everyone out of
total 67 sample consumer.

55
 4.15 SATISFACTION TOWARDS PATANJALI PRODUCT
SATISFACTION NO. OF PERCENTAGE
TOWARDS RESPONDENTS
PATANJALI
PRODUCT

STRONGLY AGREE 16 23.5%

AGREE 35 51.5%
NEUTRAL 16 25%
DISAGREE 0 00%
STONGLY 0 00%
DISAGREE
TOTAL 67 100

SATISFACTION TOWARDS PATANJALI

PRODUCT
60 NO.OF RESPONDENCE
51.5
50
PERCENTAGE
40 35

30 23.5 25

20 16 16

10
0 0 0 0
0
STRONGLY AGREE AGREE NEUTRAL DISAGREE STROGLY
DISAGREE

The above table and chart show that 51.5 % of the consumer are satisfied with
products include 35 consumers out of total 67 sample consumer, which is higher
respondents.

56
 4.16 NO SIDE EFFECTS

NO SIDE NO. OF PERCENTAGE

EFFECTS RESPONDENTS

STRONGLY AGREE 16 23.5%

AGREE 25 38.2%
NEUTRAL 23 35.3%
DISAGREE 3 3%
STONGLY 00 00%
DISAGREE
TOTAL 67 100

NO SIDE EFFECTS
40 38.2
35.3
35 NO.OF RESPONDENCE
30
25 PERCENTAGE
25 23.5 23

20 16
15

10
3 3
5 0 0
0
STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY
DISAGREE

The above table and chart shows that 38.2 % of the consumer agree that products
has no side effects but 35.3 % of the consumer went with neutral towards no side
effects it could be happen that everyone has different skin tones and body
structure.

57
 4.17 TASTE

TASTE NO. OF PERCENTAGE

RESPONDENTS
BEST 22 33.8%
GOOD 31 45.6%
AVERAGE 12 19.1%
BAD 2 1.5%
TOTAL 67 100

TASTE
50
45.6
45 NO.OF RESPONDENCE
40
35 33.8
31 PERCENTAGE
30
25 22
19.1
20
15 12

10
2 1.5
5
0
BEST GOOD AVERAGE BAD

The above table and chart show that 45.6 % of the consumer think that taste of
product is good, 33.8 % of the consumer think that taste of product is best, while
1.5 % of consumer is think that taste of product is bad
So, i conclude that people buy products because of their good taste

58
 4.18 CHEMICAL FREE

CHEMICAL NO. OF PERCENTAGE

FREE RESPONDENTS
STRONGLY AGREE 18 26.5%
AGREE 24 35.3%
NEUTRAL 20 30.9%
DISAGREE 05 7.4%
STONGLY 00 00%
DISAGREE
TOTAL 67 100

CHEMICAL FREE
40
35.3
35 NO.OF RESPONDENCE
30.9
30
26.5
24 PERCENTAGE
25
20
20 18

15

10 7.4
5
5 0 0
0
STRONGLY AGREE AGREE NEUTRAL DISAGREE STONGLY
DISAGREE

The above table and chart shows that 18 respondents are strongly agree that, all
patanjalj products are chemical free, while 24 respondents agree that products are
chemical free, while 5 respondents are disagree that product are chemical free out
of total 67 sample consumer

59
 4.19 PROBLEM FACED BY PATANJALI PRODUCT

PROBLEM NO. OF PERCENTAGE

FACED BY RESPONDENTS
PATANJALI
PRODUCT

HEALTH ISSUE 07 10.4%

QUALITY ISSUE 21 31.3%
NOT AVAILABLE 30 44.8%
AT RETAIL SHOP
PACKAGING 09 13.4%
ISSUE
TOTAL 67 100

PROBLEM FACED BY PATANJALI PRODUCT

45 44.8

40 NO.OF RESPONDENCE
35
31.3 30
30 PERCENTAGE
25 21
20
13.4
15 10.4 9
7
10
5
0
HEALTH ISSUE QUALITY ISSUE NOT AVAILABLE AT PACKAGING ISSUE
RETAIL SHOP

The above table and chart shows that 7 respondents has face health issue, 21
respondents has faced quality issue ,30 respondents has faced issue of not
available at retail shop while 9 respondents has faced packaging issue out of total
67 consumer while they are using patanjali product

60
 4.20 BETTER IN AYURVEDIC

BETTER IN NO. OF PERCENTAGE

AYURVEDIC RESPONDENTS
PATANJALI 45 67.6%
HIMALAYA 06 8.8%
MEDIMIX 04 5.9%
DABUR 08 11.8%
OTHER 04 5.9%
TOTAL 67 100

BETTER IN AYURVEDIC
70 67.6

60 NO.OF RESPONDENCE

50 45 PERCENTAGE

40

30

20
11.8
8.8 8
6 4 5.9 4 5.9
10

0
PATANJALI HIMALIYA MEDIMIX DABUR OTHER

The above table and chart shows that 45 respondents is agree that patanjali is
better in ayurvedic, 6 respondents favoured towards Himalaya and other 16
respondents favoured better towards Medi mix, Dabur, and other respectively

61
 4.21 GOOD BRAND IMAGE

GOOD NO. OF PERCENTAGE

BRAND RESPONDENTS
IMAGE

STRONGLY 23 34.3%
AGREE
AGREE 27 40.3%
NEUTRAL 14 20.9%
DISAGREE 01 1.5%
STONGLY 02 03%
DISAGREE
TOTAL 67 100

GOOD BRAND IMAGE

40
35.3
35 NO.OF RESPONDENCE
30.9
30
26.5
24 PERCENTAGE
25
20
20 18

15

10 7.4
5
5 0 0
0
STRONGLY AGREE AGREE NEUTRAL DISAGREE STONGLY
DISAGREE

The above table and chart show that 34.3 % of the consumer strongly agree that
patanjali has good brand image, while 40.3 % of the consumer agree that patanjali
has good brand image and other 14 respondents is neutral for that thing.

62
 4.22 WHY PREFER PATANJALI PRODUCT

WHY PREFER NO. OF PERCENTAGE

PATANJALI RESPONDENTS
PRODUCT
CONVENIENT 14 20.6%
AFFORDABLE 26 39.7%
CLEAN 05 7.4%
GETTING BEST 22 32.4%
RESULTS
TOTAL 67 100

WHY PREFER PATANJALI PRODUCT

40 39.7 NO.OF RESPONDENCE

35 PERCENTAGE
32.4
30
26
25 22
20.6
20
14
15

10 7.4
5
5

0
CONVENIENT AFFORDABLE CLEAN GETTING BEST RESULTS

The above table and chart shows that 39.7 % of the consumer patanjali
product because they think that price of patanjali product is affordable in
price which respondents is 26, while 22 respondents prefer products
because they think that after using Patanjali product, they can get best
results in their problem, while 14 respondents prefer product because of
convenient So, it implies that most of the consumer has good perception
towards affordability and results

63
 4.23 FACTORS AND ATTRIBUTES KEEPS IN MIND
WHILE USING PATANJALI PRODUCT

FACTORS AND NO. OF PERCENTAGE

ATTRIBUTES RESPONDENTS
KEEPS IN MIND
WHILE USING
PATANJALI
PRODUCT

MADE IN INDIA 37 55.9%

AVAILABLE AT 07 10.3%
BOTH ONLINE /
OFFLINE
HYGIENIC 20 29.4%
STANDARD QUALITY
AVAILABLE AT 03 4.4%
NEAREST SHOP
TOTAL 67 100

FACTORS AND ATTRIBUTES KEEPS IN

60
MIND WHILE USING PATANJALI
55.9
PRODUCT
50 NO.OF
RESPONDENCE
40 37

29.4
30
20
20
10.3
7
10 3 4.4

0
MADE IN INDIA AVAILABLE AT BOTH HYGIENIC AVAILABLE AT
ONLINE / OFFLINE STANDARD QUALITY NEAREST SHOP

64
 The above table and chart shows that 37 respondents keeps in mind while
purchasing patanjali product that they should buy it because of made in india
product , factors and attributes affects to the 7 respondents about available at both
online and offline platforms, while 20 respondents think a factors and attributes
about hygienic and standard quality and last remaining 3 respondents keeps
factor in mind about available at nearest shop.So it implies that consumer prefer
patanjali product because of patanjali brand belongs to India.

65
 Chapter 5
Finding, Suggestion and Conclusion
5.1 Findings
5.2 Suggestions
5.3 Conclusions

66
5.1 Finding
1) A majority of consumer are male (57.14%)
2) Majority of the consumer comes fall under the age group of 15 - 30 years
(65.71%)
3) Majority of the consumer are students (61.43%)
4) Majority of the consumer are unmarried (65%)
5) 100 % of the consumer are aware about the PATANJALI PRODUCT.
6) 95.22% of the consumer are using the PATANJALI PRODUCT.
7) Majority of the consumer (67.2%) are informed via the advertisement.
8) Most of the consumer are using the ayurvedic products (41.8%)
9) Most of the consumer are using Patanjali product regularly (43.3%)
10) Majority of the consumer (60.3%) believe that PATANJALI
PRODUCT has natural ingredients.

5.2 Suggestion
1) They should try to popularise more so frequency of using product will
increase.
2) The quality of the product should be improved.
3) They should make chemical free product so everyone can trust on their
product.
4) Regular survey must be made to measure the consumer satisfaction.
5) They should try to available all products at nearest retail shop.
6) The brand image of the Patanjali product has to increase.
7) Consumer are more interested to use ayurvedic product So they should
focus on their Quality.

67
5.3 Conclusion
The finding in the paper shows that there are many significant factors
that together make up perception and affect to buying decision of the
product. It also concludes that perception of brand and attributes are
important. Consumer perception towards a brand is based on the price,
quality, natural product, packaging after paying of the product and the
benefits they get majority of consumer use the Patanjali product
because of baba Ramdev and made in India product and include
ayurvedic elements. At last, they should focus on problem which is
based on not available at retail shop issue, because according to this
study consumer cannot get products on nearest retail shop and they
prefer to buy products on online platforms, so they need to solve that
problem.

68
 Chapter 6
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