RESEARCH PROJECT REPORT

(BBA-3603)

On

“A STUDY ON CONSUMER SATISFACTION ON THE

PATANJALI PRODUCTS IN LUCKNOw”
Towards partial fulfilment of

Bachelor of Business Administration (BBA)

(BBD University, Lucknow)

Guided by: Submitted by:

Dr. Swati Srivastava Pari Agrawal

Asst. Professor (BBDU) (1200671280)

Session 2022-23

School of Management

Babu Banarasi Das University

Sector I, Dr. Akhilesh Das Nagar, Ayodhya Road, Lucknow (U.P), India
CERTIFICATE
 DECLARATION

I, Pari Agrawal (Roll No. 1200671280) a student of BBA in B.B.D. University, hereby declare that I have
personally worked on this project entitled „„A STUDY ON CONSUMER SATISFICATION ON THE
PATANJALI PRODUCTS IN LUCKNOW‟‟ The Primary Data and information in this report has been
Genuinely gathered by me the secondary data sources have been duly acknowledged in the report.
The result embodied in this project has not been submitted to any other university or institute.

DATE: SIGNATURE

PLACE
 ACKNOWLEDGEMENT

The satisfaction of the successful completion of any task would not be complete without the
expression of gratitude to the people who made it possible.

I am very thankful to Dr. Swati Srivastava Faculty, BABU BANARASI DAS UNIVERSITY, for
the guidance and interest evinced throughout the preparation of this project.

I also extend my gratitude to the respondents of my survey for their kind co- operation.

rd.
Pari Agrawal BBA III
Year
 PREFACE

Research Report is an important part of the Management studies. It bears immense

important in the field of Business Management. It offers the student to explore the valuable
treasure of experience and an exposure to real work culture followed by the industries and
thereby helping the students to bridge gap between the theories explained in the book and
their practical implementations.
Research plays an important role in future building of an individual so that we can
understand the real world in which he has to work in future. The theories greatly enhance
our knowledge and provide opportunities to blend theoretical with the practical knowledge
where researcher gets familiar with certain aspect of research. I feel proud to get myself to
do research at topic “A STUDY ON CONSUMER SATISFACTION ON THE
PATANJALI PRODUCTS IN LUCKNOW”
 INDEX

CHAPTER NO. TOPIC PAGE NO.

CHAPTER 1 ● INTRODUCTION 7

● LITERATURE REVIEW 37

● OBJECTIVES OF STUDY 46

● RESEARCH METHODOLOGY 48

● LIMITATION OF STUDY 53

CHAPTER 2 ● ANALYSIS & INTERPRETATION OF DATA 55

● FINDINGS 66

CHAPTER 3 ● CONCLUSION 68

● RECOMMENDATION 70

● BIBLIOGRAPHY 72

● QUESTIONNAIRE 74
INTRODUCTION
The project tittle “A STUDY ON CONSUMER SATISFACTIONON THE PATANJALI
PRODUCTS‟‟ provides a comprehensive analysis regarding the performance of the company and
behavior of consumers in the market.

Consumer behavior is a study of how Individuals, Group or Organizations select buy, use,
dispose ideas, goods and servicesto satisfy their needs and want It refers to the action of
consumers in the market place and underlining motives for those actions.

Marketers expect that by understanding what causes the consumers by particular goods and
services, they will be able to determine-which products are needed in the market place, which are
obsolete, and how best to present the goods to the consumers.

The study of consumer behavior assumes that the consumers are actors in the market place. The
perspective of role theory assume that consumers play various roles in marketplace. Starting
from

the information provider from user to the payer and to the disposer, consumers play these
roles in the decision process.
The objective of the proposed study is to identify the specific factors that affect consumer perception
towards Patanjali products. The methodological approach to this study is descriptive, because we
attempt to identify and explain variables that exist in a given situation and to describe the
relationship that exists between these variables in order to provide a picture of a particular
phenomenon,but not to ferret out cause-effect relationship.

The primary data was collected through questionnaire filling. The secondary data was collected
through the internet. India has a large chunk of population which is at lower income level and at
middle income level.
The project covers the aspects like Consumer perception on the Patanjali products and Patanjali got
success in such a competitive market in very short span of time.

The project covers the objective of the study that what is the main
motive behind the study on Patanjali Products.

Through the project you will get know that how Patanjali become a giant FMCG within 5 years.

Patanjali is following the biggest SWADESHI MOVEMENT.

Patanjali‟s vision and missionsare discussed in the following project.

And you will get to know about the SWOT Analysis

followed by Patanjali. Project is also concluded with theconclusion and suggestion.
INTRODUCTION OF PATANJALI
 The Company:

Patanjali Ayurveda was formed in January, 2006 as a privatelimited company by yoga guru Ramdev
and his partner Sri AcharyaBalakrishna. 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 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 Sanskaar 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 Yogaas
a panacea to all the health problems. In its first year of operations, 2008, Patanjali generated a revenue
of over 60 crores. Almost 10 years later, the homegrown venture has grown to be a 5000-crore
company and is posing a threat to the well-established companies in the FMCG domain.
Patanjali range of products:

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 cow ghee, Dant Kanti,
Kesh kanti, Patanjali Atta noodles and Patanjali Aloe Vera juice and gel.

The customer base of Patanjali is very 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 customers. 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.
Patanjali Kesh Kanti Anti-Dandruff Shampoo With Natural Conditioner

This pure herbal shampoo eliminates your dandruff successfully devoid of damaging your hair. It
contains extractof Tulsi, Methi, Amla, Shikakai, Neem oil, Gurhal, Tea tree oil, Rosemary oil,
Nilgiri oil and Honey.
Patanjali Dant Kanti

Patanjali dant kanti toothpaste is herbal toothpaste containing

herbs and some ayurvedic ingredients. It improves the health ofthe teeth and gums. It helps to
protect the teeth and gums from infections. Regular brushing of teeth using this toothpaste can
help to prevent cavities in the tooth.

Patanjali Divya Kantilep

Combine this powder by rose water and smear all over your face. Itis a great face pack therapy for
acne moreover for attractive skin tone.
 Patanjali Soundarya Face Wash

This is enriching with wealthy skin polishing plus beauty enhancing component similar to Orange- peel
extracts, Aloe gel, Tulsi plus Neem extracts.It cleanses skin fine plus nourishes it deeply. This face wash
also helps in revitalizing skin tissue to facilitate facial skin smooth, glossy, beautiful plus glowing.
Patanjali Drishti Eye Drop

It is a wonder product; it burns a small as of onion juice in it exceptthen it clears your vision devoid
of any more medicine. If you spend lots of time on computer then use this on regular basis to avoid
any eye problem.

Patanjali Tejus Body Lotion

Offer your skin an all the length of day hydration by means of thispurely Ayurvedic non-greasy
body oil which smells light plus sweet. It‟s totally paraben free as well as preservatives free.
Patanjali Kesh Kanti Milk Protein Shampoo

It is prepared from milk plus protein that cleanse scalp efficientlyand make hair soft plus smooth.
This is very gentle plus calm; furthermore, it is SLES free consequently people sensitive to it can
utilize it also...
Patanjali Divya Rose Water

Rose water is extremely essential as it can be used in numerousdifferent ways. You can utilize
rose water as a toner; you can utilize it as a freshener otherwise mix it by face packs. This
Divya rose water since Patanjali is destined for cleansing, toning as well as moisturizing your
skin.

Patanjali Tejus Anti-Wrinkle Cream

This cream is based on therapeutically properties which assist in removing useless spots plus
wrinkles once used faithfully. It also moisturizes skin well plus keeps it hydrated for extended
time.
Patanjali Ojas Mogra Soap

It involves natural ingredients turmeric, giloy, amla, and aloe vera.Patanjali Ojas Mogra soap is
useful in rejuvenating, nourishing andglorifying the skin. It is also useful in removing dryness and
roughness of skin.
Ojas Mint Body Cleanser

This soap is prepared of natural ingredients similar to tulsi, aloevera with natural oils and
turmeric. The soap has the smell of a mint and tulsi.

Patanjali Aloe Vera Gel

This is clean aloe vera gel which is used in every day beauty organization. It also contains the
kindness of vitamin E that maintains your skin moisturized plus hydrated. It claims to get ridof
pigmented spots also and assist in giving you constant skin tone.
Patanjali Ojas Multani Mitti Soap

The soap come with a sweet floral fine smell of Jasmine, includean oily base, motorized with
multani mitti plus zinc oxide.
Additional ingredient in it is Manjistha, Aloe, Brahmhi,Bringraj, Licorice, Reetha,
Tulsi, Neem, plus Turmeric.
Patanjali Crack Heal Cream

Smash sideways the chief winter woe cracked heels by this Crack Heal Cream which gets
engrossed willingly seal your heelfissure plus leaving your heels silky again.

Patanjali Herbal Crack Heal Cream is prepared of 21 herbals, including kayakalpa, oil, ghrit
Kumari` (aloe vera), camphor andwheat oil. It is very beneficial in healing the heel cracks and
skin problems.
Patanjali Chyawanprash

The Patanjali Chyawanprash is a conventional medicine which is recognized to eliminate all sort
of physical weakness in the bodyplus boosts resistant system.

It builds body's internal defense mechanism. It increases stamina,reduces fatigue and removes
physical and mental tiredness. It is enriched with high contents of natural Vitamin C and natural
Calcium, saffron and a host of other rare herbs.
Patanjali Amla Candy

Amla or Gooseberries, the Patanjali Amla candy is manufactured goods which is a sweet candy
completed of soft amla pieces. Theyare similar to jellies candies. An everyday dose of amla candy
is superior for health plus well-being of the body.

Organization structure:

The Board of Directors is formed of three founding people. Swami Acharya Balkrishnaji is serving
as the Managing Director of the company. Two other members Swami Muktanandji and Sri Ajay
Kumar Arya are also holding positions as the Directors of the company. Swami Ramdev do not
hold any position or stake in the company but does act as the Ambassador for the entire Patanjali
brand. The operations department is headed by Ramdev‟s brother Ram Bharat. Everyone else from
the finance, logistics and other teams report to him He is the informal CEO but designations are not
very formalized within Patanjali.

Patanjali has over 200,000 employees in total. They hire street-smart people and do not look for
MBA graduates only. This helps them to keep costs down while also delivering unprecedented
growth Revenues.
 Revenues (In Rs Crore)
Year

2012-13 165

2013-14 317

2014-15 446

2015-16 850

2016-17 1200

2017-18 2006

2018-19 5008

2019-20 11526

2020-21 8135

2021-22 8330
Production:

Patanjali Food and Herbal Park at Haridwar is the main production facility operated by Patanjali
Ayurveda. The company has a production capacity of ₹350 billion (US$5.4 billion) and is in the
process of expanding to a capacity of ₹600 billion (US$9.2 billion) through its new production units
at several places, including Noida, Nagpur, and Indore. The company plans to establish further
units in India and in Nepal.

In 2022, the Patanjali Food and Herbal Park was given a full-time security coverof 35-armed Central
Industrial Security Force (CISF) commandos. The park will be the eighth private institute in India to
be guarded by CISF paramilitary forces.Baba Ramdev is himself a "Z" category protection of central
paramilitary forces
 Mission and Vision of Patanjali

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

MISSION
Making India an ideal place for the growth and development of Ayurveda and a prototype for the
rest of the world.
 SWOT ANALYSIS

S-STRENGTH

 Patanjali has grown at a rapid pace within a short span oftime.

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

 Strong brand ambassador with Baba Ramdev as its face

helped boost the business for Patanjali.
 Patanjali offers new products, new style of marketing etc.has changed the market dynamics.

 More than 200,000+ employees with Patanjali.

 Excellent word of mouth marketing has helped the brandgrow.

 Good relations with Indian government.

W-WEAKNESS

 Patanjali faced issue with advertising council of India.

 Lower concentration on other top countries.
 Launched too many products in a short time
 Low presence in traditional retail.
 Huge dependency on Baba Ramdev.
 Restrictions over distributions.
 Packaging is poor as compared to other companies.
O-OPPORTUNITIES

 Patanjali can tap overseas market as Ayurveda isincreasingly getting

awareness.
 Can enter more segments in personal hygiene, FMCG etc.
 Can also diversify in apparels.
 Ties with retails like Bigbasket.com where they canpromote their products.
 Only 21% of revenues from pure Ayurvedic products while another 39% from herbal/cosmetics,
40% from foods.

T-THREATS

 Prominent FMCG players coming up with their own variantsof ayurvedic products.
 Big players have their existing model which is sturdy,which can overcome new
competition from Patanjali.
 Challenges from Dabur India an Emami who are planningin making new strategies.
 Himalaya worth 600 crore already in to the skin careAyurveda segment whose
products are very popular.
 PATANJALI KEY TO SUCCESS

Media attention:

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

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

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

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

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

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

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

Retailers aim to increase their sales by determining what drives their customers' purchase
decisions. Consumer perception theory attempts to explain consumer behavior by analyzing
motivations for buying or not buying for particular items.
Consumer perception applies the concept of sensory perception to marketing and
advertising. Just as sensory perception relates to how humans perceive and process sensory stimuli
through their five senses, consumer perception pertains to how individuals form opinions about
companies and the merchandise they offer through the purchases they make. Retailers apply
consumer perception theory to determine how and what their customers perceive about them. They
also use consumer perception theory to develop marketing and advertising strategies intended to
retain current customers andattract new ones. Three areas of consumer perception theory relate to
consumer perception theory: self- perception, price perception and perception of a benefit to quality
of life.

Self Perception

Self- perception theory attempts to explain how individuals develop an understanding of the
motivations behind their own behavior. Self- perception by customers relates to values and
motivations that drive buying behavior -- which is also an important aspect of consumer perception
theory. For instance, a study by researchers at the University of Massachusetts at Amherst addressed
how self- perception shaped consumers' buying behavior. The study considered the question of
whether consumers believed their buying decisions had a real effect on issues such as
environmental impact. The researchers concluded that consumers' self -perception was a driving
factor in whether or not they placed a priority on socially conscious purchase and consumption
practices.Consumers who viewed themselves as socially conscious tended to place more weight on
issues such as environmental impact when making buying decisions than consumers who did not
holdsimilar views of themselves.
 Price Perception

While mass merchandisers such as Wal-Mart emphasize low prices as an inherent virtue, upscale
merchants attempt to emphasize quality and value for money to appeal to potential
customers. Researchers at the School of Business Administration at LaSalle University and Lebow
College of Business at Drexel University considered several factors, including price.
perception -- whether consumers believed they were being charged fair prices -- in determining
whether online shoppers would make repeat purchases through the same website. The researchers
concluded that price perception strongly influenced whether customers were satisfied with their
purchases and whether they would make future purchases. Two factors that shaped price perception
were the perceived quality of the merchandise or service in question and price comparisons with
merchants offering similar merchandise or services.

Benefit Perception
"It's good, and it's good for you." Many consumers are familiar with this phrase frequently associated
with food advertising. Researchers from Marquette University, Louisiana State University and the
University of Arkansas surveyed customers to determine how nutrition claims associated with food
affected their perception of that food's nutritional value. The researchers found that consumers tend
to reject general, unsupported claims of enhanced nutrition, especially concerning high nutritional
value for foods that are traditionally viewed as unhealthy. The researchers also theorized that
consumers would demonstrate a trend toward applying more scrutiny to nutrition claims and would
demand more specific information about the foods they purchase.

Conceptual Analysis of Customer Perception

 Vishal Kumar Laheri, Research Scholar FMS, University of Delhi, Delhi, India. Anupam, Research
Scholar, FMS, University of Delhi, Delhi, India. Marketing as a discipline has evolved over a
period of time where the traditional concept imparts that goods were produced to be sold to the
customers and the modern marketing states that goods are produced according to the needs and
demand of the customers. The current marketing management emphasises on satisfying the needs of
the customers without any environmental degradation. The present study selected organic food and
cosmetic product categories for assessing the decision of the consumers towards such products. A
total of six manufacturers, three each from organic food and organic cosmetic products were
interviewed to gain insights about the organic industry in India. In the second phase, 45 respondents
were interviewed to examine their purchase decision with respect to organic food and cosmetic
products. The results indicate that consumers are not so much aware about the organic products.
The study identified certain enablers and barriers of organic food purchase which will offer
guidelines to the marketers so as to understand the attitude and preferences of consumers towards
organic food and cosmetic products.
 Eva Muller (1954) reported a study where only one-fourth of the consumers in her sample
bought with any substantial degree of deliberation. The Marshallian model ignores the fundamental
question of how product and brand preferences are formed.

Lee (2005), carried out study to learn the five stages of consumer decision making process
in the example of China. The researcher focuses on the facts that affect the consumer decision
making process on purchasing imported health food products, in particular demographic effects
such as gender, education, income and marital status. The author employed questionnaire method in
order to reach the objectives of the research. 18 Analysis of five stages of consumer decision
making process indicate that impact offamily members on the consumer decision making process of
purchasing imported health food products was significant.

Blackwell et al (2006) Five Stages Model of consumer decision making process has also
been studied by a number of other researchers. Although different researchers offer various
tendencies towards the definitions of five stages, all of them have common views as they describe
the stages in similar ways. One ofthe common models of consumer decision making process has been
offered.

P. Guru Ragavendran et al (2009) emphasized in their research that the survey helped them in
understanding the consumer perception on brand awareness and position of product in the
market. It was observed that consumer‟s expectations were quality, benefits offered and packaging
of shampoos. Based on the results obtained, integrated marketing communication was suggested; as
a result an improvement of 8% to 12.6% was observed in target population.
 [Samojlik, 2013] Herbal Medicines are used in the modern day for health maintenance, the
treatment or prevention of minor ailments and some chronic diseases, and they are often taken in
addition to conventional medicine in the more serious and/or chronic conditions.

[Brower; 1998] The Indian herbal drug market is about $ one billion and the export of herbal crude
extracts is about $ 80 million. The sales of these drugs account for almost 50% of the herbal
medicine market.
(Sharma, Shankar, Tyagi, Singh, & Rao, 2008) A WHO (World Health Organization)
study estimates that about 80 percent of world population depends on natural products
for19 their health care instead of modern medicines primarilybecause of side effects
and high cost of modern medicine.

(WHO & Kumar & Janagam, (2011) The worldwide herbal marketproducts are around
$6.2 billion and estimated to reach $5 trillion by the year 2050

(Kotler, Keller, Koshy, & Jha,2014) marketing, perceptions are more important than reality
because perceptions affect consumersactual behaviour.

‟ According to Kurtz and Boone, (2006) different people have different perceptions of objects or
events based on theinteractions of two types
of factors that are stimulus factors and individual extracts, Aloe gel, Tulsi plus Neem extracts.It
cleanses skin fine plus nourishes it deeply. This face wash also helps in revitalizing skin tissue to
facilitate facial skin smooth, glossy, beautiful plus glowing.
OBJECTIVES OF THE STUDY
T

The study in hand is conducted keeping in view the following objectives:

● To study the brand perception of „PATANJALI‟ in minds of Consumers.

● To know the attributes that a customer keeps in mind while buying „PATANJALI‟ Products.

● To study the satisfaction level of consumers after using „PATANJALI‟ Products.

● To study, whether Patanjali products are genuine or not.

● To know the drawbacks of the firm & to know the competitor of the firm.
RESEARCH
METHODOLOGY
 Research design

A research design is the set of methods and procedures used in collecting and analysing measures
of the variables specified in the research problem. The design of a study defines the study type
(descriptive, correlation, semi- experimental, experimental, review, meta- analytic) and sub-type
(e.g., descriptive-longitudinal case study, research problem, Hypothesis independent and dependent
variables, Design of experimental design, and, if applicable, data collection methods and a
statistical analysis plan. Research design is the framework that has been created to find answers to
research questions
 SOURCES OF DATA:

The task of data collection begins after a research problem hasbeen defined and research plan
chalked out. While deciding about the method of data collection to be used for the study, first of
allthe sources of data must be very clear.

There are basically two sources of data.

✔ Primary Data Source:

The primary data are those, which are collected afresh for the first time for the problem
solution, and thus happen to be original in character. It may be obtained from individual, families
and representative.

✔ Secondary Data Source:

The secondary data are those which have already been collected by someone else and which have to
decide which have already been passed through the statistical process. Externally, these sources
may include books or periodicals reports, data services and computer data banks.

In the context of the project study, the source of data used by me for this project is primary type of
source. The primary data source is the respondents who have filled the questionnaire.
 SAMPLING PLAN:

✔ Sampling Unit:

The sampling Unit is the entity to which we have to follow during the whole research study.In
the context of the project study,the sampling unit primarily consists of Individuals.

✔ Sampling Size:

It plays an important role in the research. Samples are representative of the whole population.
This refers to the no. of items to be selected from the universe to constitute a sample.

In the context of the project study, 100 respondents are chosen keeping in view the above
constrains. Attempts have being made to see that samples are chosen from different strata.

1. Sampling Methods:

There are various methods of sampling in the context of my project study I have selected Non-
probability Sampling Method. And under that, I have taken Convenience Sampling. Under this I
prepared a simple questionnaire to collect the information.
 2. Data Collection Method:

Data collection is done basically in three ways: Observation Method, Survey Method and
Questionnaire. And in the context of my project study, I have selected questionnaire method for
collecting the data.

3. Data Analysis & Interpretation:

Data analysis is based on the data collected by the questionnaire. From the collected data findings
are extracted. The data is tabulatedand frequency distribution chart is prepared.

● Data Analysis by Charts:

Charts make easy to understand. Therefore, I have use pie chart topresent the data.
LIMITATION OF THE STUDY
● Every attempt will be taken to obtain error free and meaningfull result but as nothing in
this world is 100% perfect.

● I believe that there will be still the chance for error onaccount of following
limitation:-

✔ Limited number of respondents.

✔ Time limitation for compelling the project.
✔ The data obtain in some cases may be based.
✔ Difficulty in communicating within the city whileconducting the survey.

● The information obtained from the consumer based onquestionnaire was assumed
to be factual.

● Since the survey is based on sampling method, it does notdisclose the charter of
entire customer.

● Product unavailability for the consumer in the market is oneof the biggest limitation for
Patanjali Product
ANALYSIS AND INTERPRETATION OF
DATA
 1. Do you agree Patanjali offers a large variety of products?

Strongly agree Agree neutral Disagree Strongly

Disagree
25% 52% 6% 8% 9%

9%

25%

52%

6%

8%

 77% people strongly agree that patanjali offers large variety of product while 17% people think that
patanjali has not offers large variety of product
2) Do you agree that Patanjali products are of high quality?

Strongly agree Agree Neutral Disagree Strongly

Disagree
29% 57% 2% 8% 4%

4% 57%
29%

2% 8%

● 86% people believe that patanjali offers good quality of product but 14% customers are
not satisfy with the

quality of product
3) Do you agree that the Patanjali products have appealing packaging?

Strongly agree Agree neutral Disagree Strongly

Disagree
29% 42% 4% 17% 8%

9%

42%
29%

4%
17%

a. 71% customer believes that Patanjali product is good

packaging while 29% customers is not satisfied with

the packaging.
4) Do you agree that Patanjali products have natural ingredients?

Strongly agree Agree Neutral Disagree Strongly

Disagree
29% 71% 0 0 0

29%

71%

71% customer agree that patanjali products have natural ingredients and 29%
customer fully agreed that patanjali have natural ingrediends
5) Do you agree that you are satisfied with the patanjali product?

Srongly agree Agree neutral Disagree Strongly

Disagree
22% 45% 0 19% 14%

19%
45%

22%

14%

a. 67% customers are1satisfy with patanjali product while 33% customer are not satisfy
with Patanjali product.
6) Have you faced any problem while using the product?

yes N0
78%

No.22%
Yes. 78%

78% customer are happy and they do not face any

problem while 22% customer are facing problem with

patanjali product.
 7) Do you agree that Patanjali products are chemical-free?

Strongly agree Agree Neutral Disagree Strongly

Disagee
18% 49% 10% 5% 18%

18%

49%
18%

10%

5%

67% customer believe that patanjali is a chemical freeproduct while 33% people the patanjali is
not chemical free product.
 8) Do you agree that Patanjali products have made a goodbrand image?

Strongly agree Agree neutral Disagree Strongly

Disagree
84% 11% 0 3% 3%

3%

3% 11%

84%

 95% people thinks that patanjali product have made a good brand image while few peoples are not
agree with that.
9) Please indicate the reason why you prefer Patanjali product?

Convenient Affordable Clean Other

40% 30% 20% 10%

10%

20%
40%

30%

40% People thinks that Patanjali Product are convenient and

30% people thinks that Patanjali product are affordable.

10) How do you come to know about the product?

EDUCATION %
Advertisement 50
Recommendation 30
Self-Exploration 20

50% of the people came to know about Patanjali through advertisements 30% on
recommendations whereas 20% onSelf Exploration.
FINDINGS
The data collected through 100 questionnaires is analyzed. Out of 100 users, dominant portion
rd.
i.e. nearly 2/3 of the users age between 15-25 years. Looking at the gender distribution, 70%
of the users taken under study are females who can perceive to be more interested in buying herbal
cosmetics. In Occupation frequency, nearly half of the users are students who are pursuing studies
followed by 35% of service class users.

● Over 94% of the people have used Patanjali Products

● 77% people strongly agree that Patanjali offers large varietyof product while 17% people
think that Patanjali has not offers large variety of product.

● 86% people believe that Patanjali offers good quality of product but 14% customers are
not satisfied with the qualityof product.
● 75% customer thinks that the price of Patanjali products are fair but 25% customer thinks
that the price of the product are not fair.

● 71% customer believes that Patanjali product is goodpackaging while 29%

customers is not satisfied with the packaging.
● 71% customer agree that Patanjali products have natural ingredients and 29%
customer fully agreed that Patanjalihave natural ingredients.
● 67% customers are satisfied with Patanjali product while 33% customer are not
satisfied with Patanjali product.

● 50% of the people came to know about Patanjali through advertisements 30% on
recommendations whereas 20% onSelf -Exploration.
CONCLUSION
Patanjali has given a headache to many marketers with its unconventional ways of
marketing. The Findings in the paper show that there are many significant factors that
together make up the buying decision of the product. Customers perception towards a
brand is built largely on thesatisfactory value the user receives after paying for the product
and the benefits the user looks for. In the above study, a large portion of the user is
satisfied from Patanjali products. It may be because of reasonable price of the product. It
may be due to ability of the product to cure the problem. The satisfaction brings in the
retention of customer. Patanjali is enjoying the advantageous position in market through
spirituality element involved in its products.However, it should not ignore the competitors
like Naturals,pure roots, Vindhya herbals. Patanjali in order to retain more customers and
satisfy them, must fulfil the claims made by the company before any other brand may
mushroom up and take away the benefits of marketing through spirituality. A point to
note is that many people are buying Patanjali products due to the hedonic value attached
to the products. Hence, Patanjali (unlike its competitors) is attracting brand-loyal
customers and not price-sensitive customer.
RECOMMENDATION
 To make a successful product, Patanjali‟s marketing strategy should attract long term
consumers.
 Most of the Patanjali consumer are facing problem like ; products are not available in the
market regularly.
 They can increase their distribution channels.

 They have to focus back on product effipiency. Rising above the noise of advertising.
 They can increase their outlet and stores.

 So Patanjali Ayurveda should increase their productivity and make sure that there will be
shortage of products in the market.
BIBLIOGRAPHY
 https://www.patanjaliayurved.net/
https://en.wikipedia.org/wiki/Patanjali_Ayurved
https://www.slideshare.net/trishalagautam/patanjali -research
http://www.news.kenresearch.com/post/147442303438/company-profile-of-
patanjali-ayurved-limited-new
http://www.patanjaliresearchfoundation.com/cgi - sys/suspendedpage.cgi
https://www.researchgate.net/publication/305995560_T
he_Phenomenal_Su
ccess_of_Patanjali_in_FMCG_Sector-
An_Analytical_Study

BOOKS
Majumdar Ramanuja, (2009) Consumer Behavior: Insights from Indian Market,
IV Edition, New Delhi,PHI Learning Pvt. ltd.
Nargundkar Rajendra, (2017) Marketing Research: Text

rd.
and Cases 3 Edition, New Delhi, McGraw HillEducation.
QUESTIONNAIRE
1) Name

........................................

2) Age

(a) 15-20 ( ) (b) 20-25 ( )

(c) 25-35 ( ) (d) above 35 ( )

3) Gender

(a) Male ( ) (b) Female ( )

4) Qualification

(a) up to HSC ( ) (b) Graduation ( )

(c) Post Graduation ( ) (d) illiterate ( )

5) Material Status

(a) Married ( ) (b) Unmarried ( )

6) Are you aware of Patanjali Products?

(a) Yes ( ) (b) No ( )

7) Have you used any product of Patanjali brand?

(a) Yes ( ) (b) No ( )

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

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

9) Do you agree that Patanjali products are of high quality?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

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

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

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

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

12) Do you agree that Patanjali products have natural ingredients?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

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

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

14) Do you agree that Patanjali products have made a good brand image?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

15) Please indicate the reason why you prefer Patanjali product?

(a) Convenient ( ) (b) Affordable ( )

(c) Clean ( ) (d) Others ( )

16) How do you come to know about the product?

(a) Advertisement ( ) (b) Recommendation ( )

(c) Self Exploration ( )