G.L.

BAJAJ INSTITUTE OF MANAGEMENT AND

RESEARCH
GREATERT NOIDA 201310
A
RESEARCH PROJECT REPORT
ON
CONSUMER BUYING BEHAVIOUR TOWARDS
PATANJALI AYURVED
Submitted For
THE PARTIAL FULLFILLMENT OF THE AWARD OF DEGREE OF
MASTER OF BUSINESS ADMINISTRATON (MBA)

Submitted to: Submitted by:

Dr. manikant dubey AMAN KUMAR
Roll No. 1908010700017
MBA 2019-2021

1
 DECLARATION

I hereby declare that this research project report “CONSUMER BUYING BEHAVIOUR

TOWARDS PATANJALI AYURVED’' my own work, to the best of my knowledge and belief.

It contains no material previously published or written by another person nor material which to a

substantial extent has been accepted for the award of any other degree or diploma of any other

institute, except where due acknowledgement has been made in the text.

Name: AMAN KUMAR

Roll No. 1908010700017

2
 ACKNOWLEDGEMENT

This satisfaction that accompanies the successful completion of any task would be incomplete

without mentioning the people who made it possible, whose constant guidance and

encouragement crowned my efforts with success.

I would like to show my gratitude towards guide Dr. Manikant Dubey for guiding and making

me capable enough to work on this report. I thank him for his valuable advice, knowledge and

encouragement towards my endeavor in making this project successful along me with my faculty

members.

And last, gratitude towards the respondents for their valuable time and for providing valuable

information without which this report would have not been completed.

Name: AMAN KUMAR

Roll No. 1908010700017

3
 TABLE OF CONTENTS

[Link] CONTENTS PAGE NO.

Chapter- I Introduction
1. About The Topic and Company Profile 10-44

Chapter: II literature Review

2. 45-54

Chapter: III Research Methodology

3. 55-57

4. Chapter: IV Data Analysis and Interpretation 58-84

Chapter: V Research Findings, conclusion and scope

5. 85-98

LIST OF TABLE
Sr. No Table Number Page Number
1.
Table 4.1 Age 58
4
2.
Table 4.2 Gender 59

3.
Table 4.3 Marital Status 60

4.
Table 4.4 Occupation 61

5.
Table 4.5 Monthly Income 62

6.
Table 4.6 Family Income 63

7.
Table 4.7 Desi Ghee 64

8.
Table 4.8 Body Soap 65

9.
Table 4.9 Honey 66

10.
Table 4.10 Tooth paste 67

11.
Table 4.11 Shampoo 68

12.
Table 4.12 Hair oil 69

13.
Table 4.13 Herbal product 70

14.
Table 4.14 Company 71

15. Table 4.15 Product usage

72

16.
Table 4.16 Satisfaction 73

17. Table 4.17 Unique selling preposition

74

18.
Table 4.18 Availability 75
5
 19.
Table 4.19 Competition 76

20.
Table 4.20 Comparison 77

21.
Table 4.21 Switching over 78

22.
Table 4.22 Reason to switch over: 79

23.
Table 4.23 Influenced 80

24.
Table 4.24 Role of advertisement 81

25.
Table 4.25 Purchases 82

26.
Table 4.26 Last purchases 83

27.
Table 4.27 Advertisement influenced 84

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 CHAPTER - I

INTRODUCTION

1.1-ABOUT THE TOPIC AND COMPANY PROFILE

EXECUTIVE SUMMARY

Patanjali Ayurved produces products in the categories of personal care and food. The company

manufactures 444 products including 45 types of cosmetic products and 30 types of food
7
products. According to Patanjali, all the products manufactured by Patanjali are made from

Ayurveda and natural components. Patanjali products are cheaper than alternatives in the market

due to lesser production and marketing costs. Patanajali has also launched beauty and baby

products. Patanjali Ayurvedic manufacturing division has over 300 medicines for treating a range

of ailments and body conditions, from common cold to chronic paralysis.

In the first chapter report talks about the company Patanjali Ayurved, also information about

consumer buying behaviour and the herbal industry has been given. Details of Patanjali Ayurved

revenue and expenses have been given. Also information about the future of herbal industry in

India have been given.

In the second chapter various research papers have been reviewed. It includes notable papers of

Neha Tyagi and Sagar Malviya, kanika, Ali and Chaudhary. The papers include information

about herbal industry and FMCG products in the world.

In the third chapter information about the research methodology undertaken for this project has

been given. The project is based on primary data, hence is descriptive in nature. The

questionnaire have been prepared for collecting the required information and survey of 50

people was done to collect necessary data for analysis and interpretation. The study conducted is

about the different factors influencing the buying behavior of consumers towards Patanjali

Ayurved.

In the fourth chapter the data which was collected through questionnaire and from the data

interpretation it can be analyzed that the consumers are attracted towards Patanjali Ayurved they

will only switch over to the other product if provided with a better price, quality, quantity and

discounts. The consumers were influenced by their family members, friends, advertisement and

by themselves. Even the advertisement played an important role for brand preference so that the
8
consumers could better recall and have the positive impression for the products of Patanjali

Ayurved.

In the last chapter the research findings, scope of the study and the conclusion is given.

Patanjali SWOT Analysis, USP & Competitors

SWOT Analysis of Patanjali with USP, Competition, STP (Segmentation,

Targeting, Positioning) - Marketing Analysis

Patanjali

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Parent Company PatanjaliAyurved Limited

Category Consumer products

Sector FMCG

Tagline/ Slogan Prakritik aaashirwaad

Patanjali sells only Ayurveda based products in food, cosmetics and

USP FMCG

STP

Segment People looking for healthy FMCG products

Target Group Middle and upper middle class families who prefer ayurvedic products

Positioning Patanjali offers healthier and safer products in the FMCG category

SWOT Analysis

1. Patanjali has grown at a rapid pace within a short span of time

2. Extensive marketing has pulled people into accepting its products as a
healthier and safer option
3. Strong brand ambassador with Baba Ramdev as its face helped boost
the business for Patanjali
4. Patanjali offers new products, new style of marketing etc has changed
the market dynamics
5. The venture has generated tremendous revenues, which are comparable
to existing players
6. More than 200,000+ employees with Patanjali
Strengths 7. Excellent word of mouth marketing has helped the brand grow

1. Launched too many products in a short time

Weaknesses 2. Patanjali faced issue with advertising council of India

1. Patanjali can tap overseas market as Ayurveda is increasingly getting

awareness
2. Can enter more segments in personal hygiene, FMCG etc
Opportunities 3. Can also diversify in apparels

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 1. Prominent FMCG players coming up with their own variants of
ayurvedic products
2. Big players have their existing model which is sturdy, which can
Threats overcome new competition from Patanjali

Competition

1. Dabur India
2. Procter and Gamble
3. Marico
4. Nestle Ltd
5. HUL (Hindustan Unilever Limited)
Competitors 6. Himalaya Herbal Healthcare

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Comparative Study of Patanjali High Grossing Prioducts
With HUL
12
PatanjaliAyurvedic Limited is one of the fastest growing Indian FMCG company
which was established in 2006 by Baba Ramdev along with AcharyaBalkrishna. Its
manufacturing unit and headquarters are located in industrial area of Haridwar and
the registered office is located in Delhi.

According to India infoline finance Ltd. IIFL, AcharyaBalkrishna accounts for 94%
of the share and the remaining stake are owned by Sarwan and SunitaPoddar, an
NRI couple. However, Baba Ramdev does not own any stakes but plays an
important role in the brand gaining visibility by marketing Patanjali’s product in his
yoga camps.

Some of the main products of Patanjali are Patanjali Moisturizer Cream,

PatanjaliMultaniMitti Face Pack, Patanjali Aloe Vera Juice, Patanjali Yoga Sutra,
Patanjali Coconut Hair Wash, PatanjaliSheetal oil, Patanjali Sunscreen, Patanjali
Aloe Vera apricot Face Scrub, Patanjali Anti-wrinkle Cream, and PatanjaliDrishti
Eye drop.

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 Patanjali is leading over its competitors due to following reasons-

Innovation – Patanjali being a major competitor, FMCG companies are expected to

introduce innovative Herbal and Ayurvedic products over the forecast period.
Pricing – Patanjali sells its product at a lower price to meet consumer demands.
Patanjali is able to sell its best quality product at a price which is 10% to 30% less
than its competitors who spend 12% to 18% on advertising and promotion.
Brand Marketing– Patanjali has given a tough competition to some of the FMCG
majors in the area of hair care, oral care and OTC products across its brand
portfolio through impressive brand marketing by Baba Ramdev.
Revenue Market Share– According to IIFL, Patanjali could attain a net turnover of
Rs 20,000 crore by FY20.
New launches of Patanjali include Patanjali Noodles, DantKanti Advance, and
Sugar-free Chyawanprash, Power Vita, Seabuckthorn dietary supplement and
powdered hair dye. Other than the products related to lifestyle and health, the
company has plans to touch every consumer category.

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 Competitor’s innovative products to survive in Competitive Market

Since Patanjali has come up with many of the new products so consumer
companies have also improvised in innovation in the ayurvedic as well as herbal
products.

Companies like Colgate launched Vedshakti toothpaste and L’Oreal introduced a

new product with the natural ingredient in hair care range under Garnier Ultra
Blends.
Godrej Consumer launched neem mosquito oil, a crème hair color that has coconut
oil and new variants in natural soaps.
Hindustan Unilever (HUL) launched hair care products like Ayush antidandruff
neem shampoo, Ayush antidandruff neem conditioner, and skin care products like
Ayush saffron face cream and pain balms on e-commerce platforms under Ayush
Therapy.

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16
 CONSUMER BUYING BEHAVIOR - Introduction

The job of marketer is to meet and satisfy target customers’ needs and wants but “knowing

customer" is not a simple task. Understanding the buying behavior of the target market for its

company products is the essential task for the marketing dep’t. The job of the marketers is to

“think customer” and to guide the company into developing offers, which are meaningful and

attractive to target customers and creating solutions that deliver satisfaction to the customers,

profits to customer and benefits to the stakeholders.

Marketers must study the customer taste, preferences, wants, shopping and buying behavior

because such study provides the clues for developing the new products, price, product changes,

messages and other marketing mix elements.

In understand the concept of buying we have the some of the key questions. They

are: -

Why does the market buying? Objective

Who does the market buying? Organization

What does the market buying? Objects

When does the market buying? Occasions

Where does the market buying? Outlets

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How does the market buying? Operations

Along with that there are two more questions that are also related with above. They

are: -

How do the buyer’s characteristics influence the buying behavior?

How does the buyer make purchasing decisions?

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 WAYS OF BUYING BEHAVIOUR

According to the concept of marketing the buying behavior can be divided in two ways:-

1. Consumer Behavior: - It includes that user who buys the product for the direct

consumption, not to use for further sale purpose. Like as home users.

2. Business Behavior: - It includes those users who buy the product for the further sale

purpose. Like as shopkeepers, dealers, and retailers.

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 BUYING ROLES IN BUYING BEHAVIOR

In the buying behavior there are different roles played in each of consumer and business. Those

are involved in the buying decisions.

CONSUMER BUYING ROLES

In the consumer buying there are different buying roles; i.e.

Initiator: -- A Person who first suggest the idea of buying.

Influencer: - A Person who influence the buying decision.

Decider: - A Person who takes decisions regarding buying

Buyer: - A Person who actually buys the products.

User: - A Person who is the user of the product.

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 BUSINESS BUYING ROLES

In the business buying there are different buying roles; i.e.

Approver: -- A Person who approves the idea of buying.

Influencer: -- A Person who influence the buying decision.

Decider: -- A Person who takes decisions regarding buying

Buyer: -- A Person who actually buys the products.

User: -- A Person who is the user of the product.

FACTOR AFFECTING THE BUYING BEHAVIOR

There are various factors that affect the buying behavior on both consumer as

well as business buying.

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FACTOR AFFECTING CONSUMER BUYING BEHAVIOR

Cultural Factors
Culture Personal factors
Age Social Factors
References Group Psychological

Occupation
Motivation
Sub Culture
Life Styles
Family
Personality
Perception BUYER
Social Class

Roles and Statues

Learning

FACTOR AFFECTING BUSINESS BUYING BEHAVIOR

Environmental
Economic Organizational
Objective Inter – Personal
Political Authority Individual
Policies Age
Cost of Money Status
Procedures Education BUSINESS
Competition
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 Empathy
Structure Income BUYER
Technological

So, these are the factors that affect the consumer as well as business buying

behavior

5 Common Factors Influencing Consumer Behavior

 

Consumer behavior can be broadly classified as the decisions and actions that influence the

purchasing behavior of a consumer. What drives consumers to choose a particular product with

respect to others is a question which is often analyzed and studied by marketers. Most of the

selection process involved in purchasing is based on emotions and reasoning.

The study of consumer behavior not only helps to understand the past but even predict the future.

The below underlined factors pertaining to the tendencies, attitude and priorities of people must

be given due importance to have a fairly good understanding of the purchasing patterns of

consumers

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5. Marketing Campaigns

Advertisement plays a greater role in influencing the purchasing decisions made by consumers.

They are even known to bring about a great shift in market shares of competitive industries by

influencing the purchasing decisions of consumers. The Marketing campaigns done on regular

basis can influence the consumer purchasing decision to such an extent that they may opt for one

brand over another or indulge in indulgent or frivolous shopping. Marketing campaigns if

undertaken at regular intervals even help to remind consumers to shop for not so exciting

products such as health products or insurance policies.

4. Economic Conditions

Consumer spending decisions are known to be greatly influenced by the economic situation

prevailing in the market. This holds true especially for purchases made of vehicles, houses and

other household appliances. A positive economic environment is known to make consumers more

confident and willing to indulge in purchases irrespective of their personal financial liabilities.

3. Personal Preferences

At the personal level, consumer behavior is influenced by various shades of likes, dislikes,

priorities, morals and values. In certain dynamic industries such as fashion, food and personal

care, the personal view and opinion of the consumer pertaining to style and fun can become the

dominant influencing factor. Though advertisement can help in influencing these factors to some

24
extent, the personal consumer likes and dislikes exert greater influence on the end purchase made

by a consumer.

2. Group Influence

Group influence is also seen to affect the decisions made by a consumer. The primary influential

group consisting of family members, classmates, immediate relatives and the secondary

influential group consisting of neighbors and acquaintances are seen have greater influence on the

purchasing decisions of a consumer. Say for instance, the mass liking for fast food over home

cooked food or the craze for the SUV’s against small utility vehicle are glaring examples of the

same.

1. Purchasing Power

Purchasing power of a consumer plays an important role in influencing the consumer behavior.
The consumers generally analyze their purchasing capacity before making a decision to buy and
products or services. The product may be excellent, but if it fails to meet the buyers purchasing
ability, it will have high impact on it its sales. Segmenting consumers based on their buying
capacity would help in determining eligible consumers to achieve better results.

Impact of Branding on Consumer Behavior

Brand alignment may be the most powerful influence, but many consumers experience a
few more brand effects before opening their wallet. Sometimes, the feelings are
commensurate with the cost of the purchase. Whether it's a designer handbag, a smart
phone or a vehicle, a recognizable brand:

 Creates desire. Its human nature: when something looks appealing and we think
it will somehow enhance our life, we want it.
 Becomes synonymous with status and prestige. This is one of the reasons
many savvy small-business owners review many logo designs before settling on
“the perfect” one. They know that the picture alone holds the promise of
communicating values that thousands of written words could only hope to convey.

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 Of course, status and prestige convey more than a high price; they signify quality,
too.
 Validates self-esteem. It may also help forge a lacking one. Either way, Brand
Anew notes that “every individual has a certain image about himself or herself in
their mind. When they purchase something, they would like those items to conform
to their self-concept.”
 Creates a sense of belonging. Before the dawning of the era of content
marketing, it was rare to hear marketers talk about consumers wanting to “bond”
with a company by understanding its culture and products and what goes on behind
the scenes. Now they talk about little else. At their best, brands are inclusive

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 1.2-INDUSTRY PROFILE

Herbal Industry

The Indian herbal market is rising sharply and is expected to hit Rs 14,500-crore mark
with exports reaching Rs 9,000 crore by the year 2012.

The herbal market has an annual compounded growth rate of 20 and 25 per cent,
respectively. India is followed by China as the largest producer of medicinal plants
having more than 40 per cent global diversity, Ayushkati Ayurveda’s promoter Pankaj
Naram said in a statement here.

Worldwide, the Ayurvedic industry is put at $3 billion and is slowly gaining

acceptance as an alternative system of medicine and health care, Naram said.

The World Health Organisation (WHO) has projected that the global herbal market
will grow to $5 trillion by 2050.

According to the study on ‘Herbal Industry Biz Potential’, currently, the Indian herbal
market is worth Rs 7,000 crore ($1.7 billion) and India exports herbal raw materials
and medicines worth over Rs 3,600 crore ($902 million).

OTC (over the counter) products constitute 20 per cent of the $165-billion health care
industry in the US, in India, it constitutes only 5 per cent of the Rs 19,000 crore health
care industry.

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 1.3-COMPANY PROFILE

Patanjali Ayurved

Patanjali Ayurved Limited is an Indian FMCG company, Acharya Balkrishna established

Patanjali Ayurved Limited in 2006 along with Baba Ramdev with the objective of

establishing science of Ayurveda in accordance and coordinating with the latest technology

and ancient wisdom.

The company is not merely an organization but a thought of creating a healthy society
through Yog and Ayurved.

We value our consumers and we believe by providing quality products a quality life for them
can be created. This is our primary apprehension and thus, we try to take every measure to
ensure quality like the Unique ID system to stop fake products.

We recognize farmers as our main assets. They provide herbal and organic products on
contract farming. The company takes various initiatives for farmers to raise their income and
provide surety towards sale of their produce.

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VISION
 
Keeping Nationalism, Ayurved and Yog 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.

Revenues

Patanjali as a brand currently has more than 350 products from Soap to Toothpaste and from

Oats to Health drinks. The 2014-2015 revenue of Patanjali Ayurveda crosses Rs. 2000 crore

figures. In January 2016, IIFL said “Patanjali Ayurveda Ltd has, in a short span of less than a

decade, recorded a turnover higher than what several companies have managed to achieve

over several decades. There is no doubt that Patanjali is a disruptive force in the FMCG space

and is a credible threat for the incumbents.” The industrial data indicates that the brand has a

market share of 4-5%.

Patanjali Ayurveda's annual Turnover for the year 2016-17 increased

to ₹2500 crore (US$370 million) As compared to previous turnovers
of ₹1200 crore (US$180 million) (2015–16), ₹850 crore (US$130 million) (2014-15)
and ₹450 crore (US$67 million) (2013–14).
Patanjali sells about ₹30 crore (US$4.5 million) worth of Patanjali products every month.

29
It Is Valued at ₹13000 crore (US$1.9 billion) and some predict revenues
of ₹5000 crore (US$740 million) for the fiscal 2016–17

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Production

Patanjali's manufacturing plants

Patanjali Food and Herbal Park at Haridwar is the main production facility operated by
Patanjali Ayurved.

Divya Pharmacy , Haridwar,India

Divya Yog Sadhana, Haridwar,India

Divya Prakashan, Haridwar, India

Patanjali Ayurveda Ltd., Haridwar,India

The company plans to establish further units in India and in Nepal.

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In next one year, Patanajali Ayurved will set up noodles manufacturing plants in the NCR,

Madhya Pradesh, Karnataka and Andhra Pradesh.

In 2016, the Patanjali Food and Herbal Park was given a full-time security cover of 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 protectee of central paramilitary forces

Products

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Patanjali Ayurved produces products in the categories of personal care and food. The

company manufactures 444 products including 45 types of cosmetic products and 30 types of

food products. According to Patanjali, all the products manufactured by Patanjali are made

from Ayurveda and natural components. Patanjali products are cheaper than alternatives in

the market due to lesser production and marketing costs. Patanajali has also launched beauty

and baby products. Patanjali Ayurvedic manufacturing division has over 300 medicines for

treating a range of ailments and body conditions, from common cold to chronic paralysis.

Patanajali launched instant noodles on 15 November 2015. Food Safety and Standards

Authority of India slapped a notice on the company as neither Patanjali nor Aayush, which

are the two brand names under which Patanjali got licenses, have got any approval for

manufacturing instant noodles.

Pricing of Patanjali products vs its competitors

33
34
Sales and distribution

Patanjali Ayurved sells through nearly 4000 retail outlets as of 2015. Patanjali

also sells its products online and is planning to open outlets at railway stations

and airports. Patanjali Ayurveda has tied up with Pittie Group and Kishore

Biyani's Future Group on 9 October 2015. As per the tie-up with Future Group,

all the consumer products of Patanjali will be available for the direct sale in

Future Group outlets. Patanjali Ayurveda products are also available in modern

trade stores including Reliance retail, Hyper city and Star Bazaar apart from

online channels. Defence organization DRDO entered into licensing agreements

with Patanjali Ayurveda for transfer of technology.

35
 Units of Patanjali Ayurved Limited:

1. Already 12 successful units running including units for Packaging material and

Containers e.g. flour mill, candy plant, herbal cosmetic and detergent plants,

digestives unit, juice plant etc.

2. Co-packing Facility-Tetra Pak

3. Multi-fruit juice processing line

4. Nutraceutical Processing Line

5. Sale Outlets: Patanjali brand with national and international reach, more than

6. 85,000 retail outlets-accessible to Patanjali products

36
Patanjali Food & Herbal ParkFood & Herbal Park

The Mega Food Park (MFP) has been envisaged to help in creation of enabling

infrastructure for food processing and a comprehensive ‘farm-to-plate’ supply

chain system. These Parks would provide state of the art infrastructure for food

processing in the country on a pre identified cluster basis. This is aimed at

reducing wastages and ensuring value addition, especially in perishables like

fruits and vegetables.  Besides making processing more economically viable and

help creating large employment opportunities particularly in the rural areas, this

is further aimed at reviving the agricultural sector by increasing the returns for

farmers.

Employment Generation:

1. Currently PAL employs more than 6000 laborers in its processing activities.

2. More than 400 Sales Staff.

3. PAL has more than 300 technically qualified employees.

4. PAL has provided more than 2.00 Lac indirect employment.

The Company started doing its business for the benefit of mankind for the last 4-5

years and we are very much excited to see responses of the people worldwide.
37
 The following figures for the last three years of its working itself will tell the

story of the Company’s achievements as well as public faith in the Company’s

products: -

The above data speaks the growth rate of the Company and popularity and faith of the

Public in PATANJALI AYURVED LIMITED. The Company has already launched its

products in the open market all over India on the demand and response of both the

rural and urban people. Today, the Company alone is making approx. 200 domestic

products of food items, Cosmetic Items and the Ayurvedic Medicines and many more

things to come.

Patanjali have found widespread acceptance among consumers for three

broad reasons

(1) Belief of the consumers on the products‟ high quality in terms of ingredients as well as
health benefits.

(2) Products from Patanjali are available at around 15-30% cheaper costs than similar
products from peer companies.

(3) Marketing the products on the lines of Made in India.

Consumer Belief
The Indian FMCG market especially the food and beverages segment has recently been
flooded by adulterated goods which have severe detrimental effects on health of the
consumers. Patanjali Ayurved, led by Baba Ramdev has since its inception stressed upon the
pure and adulteration free nature of their products. [13] This has bought them consumers

38
looking for quality products with no detrimental effects on health. Further, the company’s
insistence on using good quality fresh ingredients is also getting them new buyers.

Cheaper Costs
Patanjali’s relatively newer production line has state of the art manufacturing and packaging
facilities which allow it to be highly competitive in terms of production costs. Further, it
works on low margin, high volume model and keeps advertisement costs to bare minimum.
The

products are thus available at a much cheaper costs as compared to its peers. A comparison of
prices of similar goods is given below.

Made in India, for India Baba Ramdev has continuously pitched Patanjali as a ‘swadeshi’
alternative to all the MNC products “which help source Indians‟ money abroad”. The pitch
has resonated well among many Indians who now prefer to buy Patanjali’s products rater than
other companies.

FUTURE STRATEGY

Patanjali Ayurved has grown strongly in the past decade. But to sustain its momentum, the
company would have to tick a few boxes:
o Rural Push: Rural market accounts for over 70% of India’s 1.21 billion
population but contributes only 9% in the FMCG Industry. Thus increasing
distribution and support infrastructure in rural areas is a key area where the it
needs to [Link] in Research and Development: FMCG brands would
need to focus on R&D and innovation as a means of growth. In this age of
extreme competition, companies that continue to do well would be the ones
that have a culture that promotes using customer insights to create either the
next generation of products or in some cases, new product categories. Thus

39
 Patanjali would have to invest a lot of capital and effort into significant
research and development of newer product categories.

Patanjali Marketing Mix

Product:

Patanjali Ayurved is an Indian FMCG company which started in 2006. Patanjali has a diverse

product offering in its marketing mix. The product range of Patanjali had more than 400 types

of FMCG goods like cosmetic products, food items, haircare, skincare, toothcare etc. The

company also has products which focus on baby segment, healthcare and beauty products for

men and women. Patanjali also produces medicines and as per its sources, all its products are

ayurvedic and free of harmful chemicals. Patanjali food product range includes biscuits,

noodles, cornflakes etc. Patanjali has 300+ medicines for treating many ailments and body

conditions, from common cold to paralysis. Textile, jeans, kurta, pyjama etc is also

something which the company is focused on. Hence, this gives an insight in the product mix

of Patanjali.

Price:

Patanjali Ayurved has entered in an extremely competitive segment in the Indian FMCG

industry. The main players in India in this category are the likes of HUL, P&G, Marico, ITC

etc. Patanjali has ventured into various segments and hence the pricing strategy in its

marketing mix is defined by the competition in that segment. Patanjali products are priced as

per competition so that it becomes easier for the customers to switch from their existing

brand and adopt their products. Patanjali noodles competes with Maggi, toothpaste competes

with Colgate, chywanprash competes with Dabur, cornflakes compete with Kelloggs and

hence forth. This clearly shows that Patanjali has replicated the already successful existing
40
FMCG model and is focused on giving a healthier and natural variant to its target audience.

Thus the prices of Patanjali products are driven by segment, geography and most importantly

competition pricing.

Place:

Patanjali has managed to reach a wide population in a short span of time. Patanjali has an

excellent distribution network as it has tied up with the likes of Future group, Reliance retail,

Hypercity etc. This has enabled the Patanjali brand to ensure that its products are widely

available across various cities and towns in India. Close to 5000 retailers are actively

promoting Patanjali products along with smaller grocery stores. With the increase in

ecommerce in the Indian segment, Patanjali is also effectively increasing its presence online.

This would enable customers to simply add the products to their carts and they can buy

Patanjali products via COD, online payment etc which would be delivered to their doorstep.

The brand has also been able to expand geographically outside India. Patanjali products are

widely available in countries like Nepal, Saudi Arabia, UAE, Middle East, Bangladesh,

SriLanka etc.

Promotion:

Patanjali has considered advertising for its products as a high priority for driving sales. The

promotion and branding in Patanjali marketing mix utilises all media channels like print, TV,

online ads, billboards etc. Patanjali's brand ambassador is yoga guru Ramdev Baba, who has

a staggering fan following, which enabled the brand to catapult in the big league within a

short span. The advertisements of Patanjali has been aggressive where they have showcased

the importance of using natural and ayurvedic ways of making products. Their

advertisements have also been under scrutiny as they have alleged that its competitors have

been using harmful products. Patanjali advertisements showcase their entire product range
41
targeting the audience who want a healthy lifestyle by using naturally curated products. The

massive advertising exercise by Patanjali has made it one of the fastest growing FMCG

companies in India, with annual revenues in excess of INR 5000 crores. Hence this gives an

overview on the marketing mix of Patanjali Ayurved FMCG company

42
 COMPARISON OF PATANJALI HIGH GROSSING
PRODUCTS WITH COMPETITORS
Patanjali Ayurvedic Limited is one of the fastest growing Indian FMCG companies which
was established in 2006 by Baba Ramdev along with Acharya Balkrishna. Its manufacturing
unit and headquarters are located in industrial area of Haridwar and the registered office is
located in Delhi.

According to India infoline finance Ltd. IIFL, Acharya Balkrishna accounts for 94% of the
share and the remaining stake are owned by Sarwan and Sunita Poddar, an NRI couple.
However, Baba Ramdev does not own any stakes but plays an important role in the brand
gaining visibility by marketing Patanjali’s product in his yoga camps.

Some of the main products of Patanjali are Patanjali Moisturizer Cream, Patanjali Multani
Mitti Face Pack, Patanjali Aloe Vera Juice, Patanjali Yoga Sutra, Patanjali Coconut Hair
Wash, Patanjali Sheetal oil, Patanjali Sunscreen, Patanjali Aloe Vera apricot Face Scrub,
Patanjali Anti-wrinkle Cream, and Patanjali Drishti Eye drop.

Patanjali is leading over its competitors due to following reasons-

 Innovation
 Patanjali being a major competitor, FMCG companies are expected to introduce
innovative Herbal and Ayurvedic products over the forecast period.

 Pricing 
Patanjali sells its product at a lower price to meet consumer demands. Patanjali is able
to sell its best quality product at a price which is 10% to 30% less than its competitors
who spend 12% to 18% on advertising and promotion.

 Brand Marketing 
Patanjali has given a tough competition to some of the FMCG majors in the area of
hair care, oral care and OTC products across its brand portfolio through impressive
brand marketing by Baba Ramdev.

 Revenue Market Share 

According to IIFL, Patanjali could attain a net turnover of Rs 20,000 crore by FY20.
New launches of Patanjali include Patanjali Noodles, Dant Kanti Advance, and Sugar-

43
free Chyawanprash, Power Vita, Seabuckthorn dietary supplement and powdered hair dye.

Other than the products related to lifestyle and health, the company has plans to touch every

consumer category.

Competitor’s innovative products to survive in Competitive Market

Since Patanjali has come up with many of the new products so consumer companies have

also improvised in innovation in the ayurvedic as well as herbal products.

 Companies like Colgate launched Vedshakti toothpaste and L’Oreal introduced a new

product with the natural ingredient in hair care range under Garnier Ultra Blends.

 Godrej Consumer launched neem mosquito oil, a crème hair color that has coconut oil

and new variants in natural soaps.

 Hindustan Unilever (HUL) launched hair care products like Ayush antidandruff neem

shampoo, Ayush antidandruff neem conditioner, and skin care products like Ayush

saffron face cream and pain balms on e-commerce platforms under Ayush Therapy.

44
Rivals of Patanjali Ayurved

45
 Recent advancements in Patanjali Ayurveda:
1. In April 2016, Private sector banks such as ICICI and HDFC started providing loans

to Patanjali Ayurvedic Limited to increase its production facility in 2017. It is expected

that its day to day production will reach up to 2,000 at the end of the financial year

2017.

2. Many industries are showing their interest to sign a marketing deal with Patanjali

Ayurvedic Limited. This deal will add to the total fiscal revenue of the company.

3. Patanjali tied with Future group to increase their product penetration, in addition to

this, the company also started selling their products through an e-commerce website.

4. Patanjali lists around 30 pipeline products, which will directly show the positive

impact on the company fiscal results and it is expected that these products will come in

the end of 2017.

According to Assocham, in India’s fast moving consumer goods (FMCG) sector Patanjali

Ayurvedic Limited is the most promising, valuable brand witnessing an exponential growth

rate. In the fiscal year 2016, when competitors such as Hindustan Unilever, Dabur, ITC,

Colgate – Palmolive, and Procter & gamble were struggling to hold the double-digit growth

rate, Patanjali Ayurveda showed the annual growth of more than 100 percent in product

portfolios such as personal care, food and beverages, and Ayurvedic. In current market

scenario, Patanjali Ayurvedic Limited has totally changed the game rules. It is believed that

this Swadeshi pride in products will stay for long and will definitely make an impact in

competitor’s sale.

46
 Patanjali in Online Sector

When yoga guru Ramdev decided to announce an online push for his FMCG company

Patanjali, the who's who of Indian e-commerce industry — from Paytm founder Vijay

Shekhar Sharma to Flipkart CEO Kalyan Krishnamurthy — turned up to join him on stage.

Despite his staunch swadeshi stance, Ramdev decided to take the help of top e-commerce

firms, even the foreign ones, to make inroads into India's fast-growing online FMCG market.

While Patanjali claimed it raked in Rs 10 crore through online sales in December from its

own e-commerce platform Patanjali Ayurved, Ramdev estimated that online sales will

contribute 15 per cent to Patanjali's turnover in a few years. "Online mechanism aims to

provide convenient and efficient option along with extension of traditional retail market.

Top FMCG companies, including HUL, PepsiCo, Nestle and Mondelez have already put

together a robust e-commerce strategy.

Patanjali will now sell its products across online marketplaces including Amazon India,

Flipkart, Paytm, BigBasket, Shopclues, Grofers and online medicine sellers Netmed and

1MG to sell its products.

E-commerce as a sales channel for consumer packaged goods is growing fast and is projected

to grow faster.

With the associations with the e-commerce companies, Ramdev said Patanjali hopes to settle

at least 1 million orders every day. The company estimates online will account for around

15% of the company’s total revenue over the next few years.

47
 Controversies

 The Nepal Department of Drug Administration asked Patanjali Ayurved in a public

notice to immediately recall six medical products as they were found to be of

“substandard quality”. All medicines mentioned in the notice — six out of seven from

Patanjali — had failed the microbial tests used to detect bacteria, mold and other

toxins. 

 In 2015, the Maharashtra Goverment announced plans to sell excessive material from

its Van Dhan Jan Dhan scheme to Patanjali. The government set up this scheme to

sell medicinal and herbal products, derived from the forests of Maharashtra, to the

consumer in government-established [Link] Minister Sudhir

Mungantiwar stated that its plan to sell wholesale to Patanjali is an effort to increase

production from the Van Dhan Jan Dhan scheme. Members of the opposition party

have stated that the forest products are a national asset, and plans to sell them to

Patanjali is a form of favoritism.[62]

 Patanjali’s Amla juice had also been suspended by the armed forces’ Canteen Stores

Department (CSD) in April after it failed the quality test at a Public Health Laboratory

in Kolkata.[63]

48
 1.4- OBJECTIVE OF THE STUDY

1 To study the buying pattern of purchasing Patanjali Ayurved products.

2 To determine reason why people are using Patanjali Ayurved products

3 To study the satisfaction level of consumers after using Patanjali Products

4- To study the brand perception of ‘PATANJALI’ in minds of Consumers.

5- To know the attributes that a customer keeps in mind while buying

‘PATANJALI’ Products.

49
 1.5-SCOPE

The study can be done on the consumption pattern of Ayurvedic/ herbal both in the

rural areas as well as urban areas.

The study can be done on the basis of gender, age group, income of the consumers.

About the availability of the products and the price range of the products should be

competitive with the other FMCG company’s product.

More Patanjali mega store or Patanjali Chikitsalaya are expected to be opened in

urban as well as rural areas.

Like the company has expanded its products from pharma to FMCG products it can

also expand to the other product lines like baby care, etc.

The research provided fruitful information about Patanjali product line users and
brand perception they have about Patanjali.

50
 1.6-LIMITATION

1. The company is not spending on Research: can you imagine how much goes

in to R&D of making a new variant of toothpaste?

2 .The information collected from the questionnaire may not be accurate as

some of the customers could have given biased answers depending upon various

factors

3. The sample size was small.

51
 CHAPTER-2

LITERATURE REVIEW

52
 Marketing through Spirituality: A Case of Patanjali

Yogpeeth
Marketing through spirituality has become a significant topic of discussion as it affects the

consumption behavior of people. Therefore, spiritual organizations are launching and selling

their own products for the customers to capture the market. Here, in this study, yoga and

pranayam are considered as the dimensions of spirituality and it is observed that people

generally rely on a spiritual guru for performing yoga and pranayam. Swami Ramdevji is the

most famous guru in teaching yoga and pranayam in India and he, through Patanjali

Yogpeeth, has launched several products not only based on ayurvedic medicines but also on

FMCG. Hence, this paper talks about marketing through spirituality through the case study

and success story of Patanjali Yogpeeth. The research uses a qualitative approach to collect

data from various officials of Patanjali Yogpeeth through unstructured face-to-face

interviews. The study revealed that yoga and pranayam are very effective tools in marketing

through spirituality and influence the consumption behavior of masses.

Factors Influencing Purchase of FMCG by Rural Consumers in India: An

Empirical Study

With more than six hundred thousand villages and more than 70% of the population, rural

India has become a massive consumer goods market. FMCG has emerged as a major product

category in rural consumption. Companies marketing FMCG to rural consumers cannot

merely extend their general marketing strategies to rural markets. Instead, they need to devise

rural specific strategies. In this process, they need to understand crucial issues relating to

rural consumer behavior and more specifically relating to different geographic regions of the

country. This paper focuses on understanding factors that affect the rural purchase of FMCG

53
in India. Empirical study was conducted in 8 districts of South India to identify the key

influencing variables. Factor analysis was used to form 24 key variables into five groups

(influencing factors). Influence of retailers’ recommendations has emerged as the most

significant variable in the trust factor. According to the study, rural consumers in India

consider that usage of FMCG contributes to their lifestyle.

54
 Consumer Behavior

It is the study of when, why, how, and where people do or do not buy Product or business

product. It blends elements from psychology, sociology, and economics. It attempts to

understand the buyer decision making process, both individually and in groups. It studies

characteristics of individual consumers such as demographics and behavioural variables in an

attempt to understand people's wants. It also tries to assess influences on the consumer from

groups such as family, friends, reference groups, and society.

Customer behaviour study is based on consumer buying behaviour, with the customer playing

the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset

for customer behaviour analysis as it has a keen interest in the re-discovery of the true

meaning of marketing through the re-affirmation of the importance of the customer or buyer.

A greater importance is also placed on consumer retention, customer relationship

management , personalization , customization and one-to-one marketing. Social functions

can be categorized into social choice and welfare functions

55
Patanjali Ayurved injects new life into herbal market, helps rivals sell more

personal care products

In a short span of time, Patanjali Ayurved has not only made a name for itself among Indian

consumers, but also fueled expansion of the herbal products market and helped rivals sell more

home and personal care products, grabbing share from MNCs. The Baba Ramdev-led

company's sales jumped 64 per cent to Rs 731 crore in the six months ended December and

rivals Dabur BSE -0.67 % and Himalaya grew in double digits in a consumer products market

that expanded barely 6 per cent. According to IMRB data. The figures exclude commodity

products such as ghee and atta. What's helping these firms is a growing preference for

Ayurvedic products known for natural ingredients and health benefits. In addition, herbal

products are cheaper. "Patanjali has registered a near-80 per cent growth in penetration, which

is about 5 percentage points on an absolute level, in one year," said K Ramakrishnan, general

manager, IMRB Kantar World panel.

Consumer Behavior towards packaging of FMCG products

The importance of packaging design as a vehicle for communication and branding is growing

in competitive markets for packaged FMCG products. This research utilized a focus group

methodology to understand consumer behavior toward such products. The challenge for

researchers is to integrate packaging into an effective purchasing decision model, by

understanding Consumer’s behavior towards the packaging of FMCG products. When

consumers search for and process information in-store, the product's package can contain

relevant and useful information for the consumer. Product packaging forms the end of the

'promotion-chain' and is close in time to the actual purchase and may therefore play an

important role in predicting consumer outcomes. Packages also deliver brand identification and

56
label information like usage instructions, contents, list of ingredients or raw materials,

warnings for use and directives for care of product

Consumer Behavior towards Over-the-Counter Herbal Products in India

In today’s era, development of an appropriate and effective marketing strategy requires an

assessment of the buyer in qualitative terms. This includes keeping a watch on the sources of

information from where the buyer gets the knowledge about the brands, their frequency of

purchase and the decision-making process of decision maker and satisfaction. A study of the

buyer from all these dimensions is of paramount importance for it would make open the

marketing implications and ramifications for the marketers. Basically it is the motivational

mechanism that the buyer has develops in his mind towards various sets of products that counts

a large. A deliberate consumer behavior study helps the marketers to come out with right

positioning strategies. It is to say that any effort to assess the market must include a keen and

close analysis of what the buyer is in the market. This study is about buying behaviour of

consumer in relation to OTC herbal products in India. Like in any other product, consumer

behaviour involves the psychological process that consumer go through in recognizing his

needs, finding ways to solve these needs, making purchase decisions (e.g., whether or not to

purchase a product and, if so, which brand and where), interpret information, make plans, and

implement these plans (e.g., by engaging in comparison shopping or actually purchasing a

product).

57
DEFINITIONS OF TERMS

The following definitions are the major terms investigated in the present study.

BRAND IMAGE
Rao and Monroe, (1988) that a brand with a more positive image does have the
effect of lowering consumers’ product perception risks and increasing positive
feedback from consumers. Therefore, consumers generally believe they can make
a satisfying purchase by choosing well-known brands and also lower any purchase
risks by doing so. Keller, (1993) defines a brand image as an association or
perception consumers make based on their memory toward a product. Thus, brand
image does not exist in the technology, features or the actual product itself, but is
something brought out by promotions, advertisements, or users.
Kotler, (2000) contends that brand is a name, term, symbol, design or all the
above, and is used to distinguish one’s products and services from competitors.
For example, Nike adopts a check mark as its brand image, which creates a
positive effect indicating approval. The consumer’s brand image will vary with his
or her experiences as filtered by the effects of selective perception, selective
distortion and selective retention.

BRAND LOYALTY
The most elaborate conceptual definition of brand loyalty was presented by Jacoby
et al. (1978). Jacoby et al. (1978) defined brand loyalty, according to this
definition, brand loyalty is: “The biased, behavioral response, expressed over time,
by some decision making unit, with respect to one or more alternative brands out
of set of such brand, anD is a function of psychological process.

Rethinking Brands from the Customer “Point of View”: According to Jim, (2003)
many of the less successful experience brands are not meeting the challenge of a

58
 largely time-starved audience. In most societies today, time has become more
desired than money. Increasingly, people value experiences more than things.
Consumers are really looking for ways to make the most of everyday “lived”
experiences. So marketers need to constantly ask themselves, is our brand part of
the problem or part of the solution? A brand’s role in becoming a solution for its
audience can make it stand out for customers. In that sense, the meaning of brand is
its use. Profitable customers are born when a powerful brand promise is fulfilled
by a brand experience that exceeds expectations.

CONSUMER PREFERNCE
The preferences of the consumers are a positive motivation, expressed by the
affective compatibility towards a product, service or trading form. Preferences can
be triggered by: the features related to the material substance of the goods (shape,
size, print, taste, color, consistency, package, etc.); elements referring to label,
name, use instructions that accompany the product; the statute granted to the
person owning and using that particular product. Theoreticians, at some point, had
the tendency to limit the preference to the concept of choice; however choice and
preference are two radically different entities: the first one is an action and the
other one, a state of mind. Preferences are the result of a long-term relationship
between the brand and the consumer. These deep connections created over the
course of time, a strong emotion is developed which lies on the basis of
preferences, remaining present even in the absence of the friendly symbol or of
any other component feature. (Mirela-Cristina Voicu, 2008)

59
 CONSUMER PERCEPTION
Perception is a process by which individuals organize and interpret their sensory
impressions to give meaning to their environment (Robbins & Judge, 2013). In
marketing, perceptions are more important than reality because perceptions affect
consumers‟ actual behavior (Kotler, Keller, Koshy, &Jha, 2014). Information
processing model have four major steps or stages. It starts with exposure followed
by attention, interpretation and lastly retention. The first three of these establish
perception (Hawkins, Best, Coney, &Mookerjee, 2007). All this takes place inside
the mind or black box of the consumers simultaneously, and it changes from
person to person. Perception is highly subjective and therefore easily distorted.
Moreover, perception is the
meaning that an individual attributes to the incoming stimuli that gathered through the five
senses that are taste, smell, touch, hearing and sight.

60
.

CONSUMER SATISFACTION
Consumer satisfaction is one of the most important issue concerning business
organization. The marketing concept suggests that a satisfied buyer will be more
likely to repurchase again, or at least has the intention of repurchasing again, than
those who are dissatisfied. They consider that customer satisfaction and retention
are the most important long-term objectives of firms. Reichheld and Sasser (1990)
suggested that new buyers cost more to serve than repeat customer, which means
that repeat customers are benefiting a firm’s cost structure. A firm’s primary
strategic objectives are to minimize customer regress and to maximize customer
intention rates to buy, as evidenced by the recent emphasis on customer
relationship management. Thus, previously satisfied buyers may help firms both
reduce marketing costs, and develop more stable levels of sales when a large
number of satisfied buyers are retained to purchase again in the future.. It is
generally accepted that satisfaction is a psychological state that results from
consumer experiences after consumption (Pleshko, &Heiens, 1996). According to
a widely accepted conceptualization, customer satisfaction is “a customer’s post-
consumption evaluation of a product or service” (Mittal &Frennea (2010, p. 3).
This only “occurs if the perceived performance of a product or service meets or
exceeds customers’ prior expectations” (Bearden & Teel, 1983; Oliver 1980,
2010).

61
 CHAPTER-III

RESEARCH METHODOLOGY

62
 RESEARCH METHODOLOGY:
Research methodology is a way to systematically solve the research problem. It may be

understood as a science of study how research is done scientifically. In it we study the various

steps that are generally adopted by the researcher in studying his research problem along with

the logic behind them.

Research:

The word research is composed of two syllables, re and search.

“Re” is a prefix meaning again, anew or over again

“Search” is a verb meaning to examine closely and carefully, to test and try, or to

probe.

Together they form a noun describing a careful, systematic, patient study and

investigation in some field of knowledge, undertaken to establish facts or principles.

RESEARCH DESIGN

63
A single cross-sectional research design was used for the survey and quantitative analysis was
used for the obtained dataset.
Primary data collection data collection was done through the questionnaire. The answering
scale for the questions related to brand image, consumer perceptions, consumer preference ,
consumer satisfaction and brand loyalty is a 7-item Likert scale from ‘extremely likely to
extremely unlikely’.

Secondary sources have been used to collect information about ‘Patanjali’

Research design is used when the subject matter of the research topic is neither absolutely
ambiguous nor absolutely certain.

Type of research – Descriptive

Data collection Technique – Questionnaire (survey)

Sampling –

1- Sample area - Noida (city)

2-Sample size – 50 people

3-Sample technique – Random Sampling

4-Sample unit – Male/ Female, Age group

64
 CHAPTER -IV

DATA ANALYSIS

AND

INTERPRETATION

1. Age

65
 Response Data Percentage
Below 20 9 18%
21-30 29 58%
30-40 9 18%
Above 40 3 6%
Total 50 100%

Table 4.1 Age

Age
6%
18%

18%
Below 20
21-30
30-40
Above 40

58%

Figure 4.1 Age

INTERPRETATION

From the following data the age of the consumer is determined, could be seen that 58% of

them fall into the age group of 21-30, whereas 18% of them fall into the age category of

30-40 and below 20, and 6% of them fall into above 40 group

2. Gender

Response Data Percentage

Male 28 56%

Female 22 44%

Total 50 100%

66
 Table 4.2 Gender

Gender

Male
44% Female

56%

Gender: Figure 4.2

INTERPRETATION

The following data shows that there were 56% of male and the female were 44%.

3. Marital Status

Response Data Percentage

Married 15 30%
Unmarried 35 70%
Total 50 100%

Table 4.3 Marital Status

67
 Marital Status

30%

Married
Unmarried

70%

Figure 4.3 Marital Status

INTERPRETATION

The following data shows that there were 30% of married consumers where as 70% of

them were unmarried.

68
4. Occupation

Response Data Percentage

Student 35 70%
House wife 2 4%
Employed 9 18%
Business 4 8%
Total 50 100%

Table 4.4 Occupation

Occupation
8%

18% Student
House wife
Employed
Business
4%

70%

Figure 4.4 Occupation

INTERPRETATION

The following data shows that 70% of them are student, whereas 18% of them are

employed, 8% of them are into business and 4% of them are house wife.

69
5. Monthly Income

Response Data Percentage

5000 12 24%
5000-10000 5 10%
10000-20000 11 22%
Above 20000 22 44%
Total 50 100%

Table 4.5 Monthly income

Monthly Income

24%

5000
5000-10000
44% 10000-20000
Above 20000

10%

22%

Figure 4.5 Monthly income

INTERPRETATION

It could be interpreted that 44% of people earn their monthly income above 20000,

whereas 24% monthly income lies in below 5000, 22% earn in the category of 10000-20000

and 10% of them earn between 5000-10000.

6. Number of family members

Response Data Percentage

2 2 4%
2-4 26 52%
70
 4-6 18 36%
Above 6 4 8%
Total 50 100%

Table 4.6 Family members

Number of family members

8% 4%

2
2-4
4-6
Above 6
36%

52%

Figure 4.6 Family members

INTERPRETATION

It can be analysed that 36% of them have their number of family members between 4 to

6, 52% with 2 to 4 members in their family, whereas 8% with the family members

above 6 and 8% have just 2 members in the family.

7. The frequency of purchase for the Desi Ghee

Response Data Percentage

Always 11 22%
Often 16 32%
Sometimes 11 22%
Never 12 24%
Total 50 100%
Table 4.7 Desi ghee

71
 Desi Ghee

24% 22%

Always
Often
Sometimes
Never

22%
32%

Figure 4.7 Frequency of Purchase of Desi ghee

INTERPRETATION

From the following this could be interpreted that 32% of people often buy desi ghee, 24%

of them never buy it, where as 22% people buy is always and same with sometimes that is

22%.

8. The frequency of purchase for the Body Soap

Response Data Percentage

Always 26 52%
Often 10 20%
Sometimes 8 16%
Never 6 12%
Total 50 100%

Table 4.8 Body soap

72
 Body Soap

12%

Always
16% Often
Sometimes
Never
52%

20%

Figure 4.8 Body soap

INTERPRETATION

From the following this could be interpreted that 52% of people always buy body soap,

12% of them never buy it, where as 20% people buy is often and 16% sometimes buy body

soap.

9. The frequency of purchase for the honey

Response Data Percentage

Always 14 28%
Often 15 30%
Sometimes 15 30%
Never 6 12%
Total 50 100%

Table 4.9 Honey

73
 Honey

12%

28%
Always
Often
Sometimes
Never
30%

30%

Figure 4.9 Honey

INTERPRETATION

From the following this could be interpreted that 28% of people always buy honey, 12%

of them never buy it, where as 30% people buy is often and 30% sometimes buy honey.

10. The frequency of purchase for the tooth paste

Response Data Percentage

Always 29 58%
Often 10 20%
Sometimes 7 14%
Never 4 8%
Total 50 100%

Table 4.10 Tooth paste

74
 Tooth paste
8%

14%
Always
Often
Sometimes
Never

58%
20%

.Figure 4.10 Tooth paste

INTERPRETATION

From the following this could be interpreted that 58% of people always buy tooth paste,

8% of them never buy it, where as 20% people buy is often and 14% sometimes buy tooth

paste.

11. The frequency of purchase for the shampoo

Response Data Percentage

Always 23 46%
Often 15 30%
Sometimes 10 20%
Never 2 4%
Total 50 100%

Table 4.11 Shampoo.

75
 Shampoo
4%

20%
Always
Often
46% Sometimes
Never

30%

Figure 4.11 Shampoo

INTERPRETATION

From the following this could be interpreted that 48% of people always buy shampoo, 4%

of them never buy it, where as 30% people buy is often and 20% sometimes buy shampoo.

12. The frequency of purchase for the hair oil

Response Data Percentage

Always 20 40%
Often 19 38%
Sometimes 6 12%
Never 5 10%
Total 50 100%

Table 4.12 Hair oil.

76
 Hair Oil
10%

12%
Always
40% Often
Sometimes
Never

38%

Figure 4.12 Hair oil

INTERPRETATION

From the following this could be interpreted that 40% of people always buy hair oil, 10% of

them never buy it, where as 38% people buy is often and 12% sometimes buy hair oil.

13. Ayurvedic Product of which company do you use?

Response Data Percentage

Patanjali 26 52%
Dabur 14 28%
Himalaya 10 20%
Total 50 100%

Table 4.14 Company

77
 Ayurvedic Product

20%

Patanjali
Dabur
Himalaya
52%

28%

Figure 4.14 Company

INTERPRETATION

The data shows that 52% people use Patanjali products and 28% of them use Dabur

where as 20% of them use Himalaya .

14. Do you use Patanjali Ayurved Products?

Response Data Percentage

Yes 44 88%
No 6 12%
Total 50 100%

Table 4.15 Product usage

78
 Do you use Patanjali Ayurved Products?

12%

Yes
No

88%

Figure 4.15 Product usage

INTERPRETATION

The following data shows that 88% of them have used Patanjali Ayurved products and

12% have never use Patanjali Ayurved products.

15. Are you satisfied with the products of Patanjali Ayurved?

Response Data Percentage

Yes 29 58%
Sometimes 18 36%
No 3 6%
Total 50 100%

Table 4.16 Satisfaction

79
 Satisfied
6%

Yes
Sometimes
36% No

58%

Figure 4.16 Satisfaction

INTERPRETATION

This data shows the satisfaction of the costumer for Patanjali Ayurved where 58% are

satisfied always, 36% are satisfied sometimes where as 6% are never satisfied

17. Do you agree that Patanjali products have made a good brand

image?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) strongly agree [ ] e) strongly disagree [ ]

Strongly agree Agree Neutral disagree Strongly

disagree
84% 11% 0 3% 3%

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 strongly disagree
2%
agree
11%
disagree
3%

strongly agree
84%

 95% people thinks that patanjali product have made a good brand image

while few peoples are not agree with that.

17. What are the unique selling prepositions of Patanjali Ayurved?

Response Data Percentage

Quality 18 46%
Quantity 6 12%
Price 23 36%
Location 2 4%
Other 1 2%
Total 50 100%
Table 4.17 Unique selling preposition

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 Unique Selling Preposition
2%
4%

Quality
Quantity
46% Price
36% Location
Other

12%

Figure 4.17 Unique selling preposition

INTERPRETATION

The data shows the unique selling prepositions of Patanjali Ayurved where 46 % use

Patanjali for quality, 12% for quantity, 36% for price, 4% for location and 2% for other.

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18. Do you think Patanjali Ayurved can be proven tougher over

all its Competitors?

Response Data Percentage

Yes 20 40%
No 17 34%
Haven’t Thought About That 13 26%
Total 50 100%

Table 4.19 Competition

Competition

26%

40% Yes
No
Haven’t Thought About That

34%

.Figure 4.19 Competition

INTERPRETATION

This data shows that nearly 40% of the consumers believe that Patanjali Ayurved can be a

tougher over its competitors, 34% says No, where as 26% haven’t thought of that.

19. Is Patanjali Ayurved products are better than other

branded FMCG products?

Response Data Percentage

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 Yes 24 48%
No 12 24%
Haven’t Thought About That 14 28%
Total 50 100%

Table 4.20 Comparison

Comparison

28%

Yes
No
48% Haven’t Thought About That

24%

Figure 4.20 Comparison

INTERPRETATION

This data shows that nearly 48% of the consumers believe that Patanjali Ayurved are

better than other FMCG products, 24% says No, where as 28% haven’t thought of that.

20. Would you like to Switch to other brand if you get some

promotional schemes with that brand?

Response Data Percentage

Yes 32 64%

No 18 36%

Total 50 100%
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Table 4.21 Switching over

Switching over

36%
Yes
No

64%

Figure 4.21 Switching over

INTERPRETATION

When asked if the consumers would switch to the other brand 64% of them said yes and

36% of them said no.

21. Give reason for the same.

Response Data Percentage

Cost 4 8%
Quality 13 26%
Satisfaction 15 30%
Discounts 15 30%
More Benefits 3 6%
Total 50 100%
Table 4.22 Reasons to switch over

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 Reason to Switch Over
6% 8%

Cost
Quality
30% 26% Satisfaction
Discounts
More Benefits

30%

4.22 Figure for Reasons to switch over

INTERPRETATION

When asked if the consumers would switch to the other brand the reason to it were, cost

with 8%, quality with 26%, satisfaction with 30%, discounts with 30% and finally 6%

with more benefits.

22. Who influenced your preference for Patanjali Ayurved

products?

Response Data Percentage

Family 12 24%
Friends 17 34%
Advertisement 18 36%
Self patanjali 3 6%
Total 50 100%
Table 4.23 Influenced

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 Preference
6%

24%

Family
Friends
Advertisement
36% Self patanjali

34%

Figure 4.23 Influenced

INTERPRETATION

Data shows that 24% of them were influenced by their family, 34% friends, 36%

advertisement and 6% were self-influenced.

23. Does Advertisement play any role towards brand preference?

Response Data Percentage

Yes 42 84%
No 8 16%
Total 50 100%

Table 4.24 Role of advertisement

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 Role of advertisement

16%

Yes
No

84%

Figures 4.24 Role of advertisement:

INTERPRETATION

This data shows the role of advertisement towards creating brand preference- 84% says

yes where as 16% does not have any effect of advertisement.

24. Have you purchased any Patanjali Ayurved product recently

after coming across any advertisement?

Reference Data Percentage

Yes 37 74%
No 13 26%
Total 50 100%

Table 4.25 Purchases

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 Purchases

26%

Yes
No

74%

Figure 4.25 Purchases

INTERPRETATION

This data shows that is the customers have purchased any Patanjali product after

coming across any advertisement 74% says yes where as 26% says no.

25. In what way advertisement influenced you?

Data Percentage
Response
Better Recall 6 12%
Positive Impression 26 52%
Interest 14 28%
No Impact 4 8%
Total 50 100%

Table 4.26 Advertisement influenced

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 Advertisment Influenced
8%
12%

Better Recall
Positive Impression
28% Interest
No Impact

52%

Figure 4.26 Advertisement influenced

INTERPRETATION

The data shows that in what way did the consumer got influenced by the advertisement,

12% says better recall, 25% says positive impression, 28% of them says interest where

as 8% had no impact.

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 CHAPTER – V

CONCLUSION & FINDINGS

FINDINGS

Through the data presentation and data interpretation in Chapter IV. On the

Basis of the objectives taken for the study the research finding are as follows: -

 According to the first objective, i.e., To study buying behaviour of customers towards

Patanjali Ayurved in Noida region, it is found that almost 100% of hem use

Ayurvedic products.

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 According to the second objective, i.e., 46% of the consumers prefers Patanjali

Ayurved because of the quality of the products, 12% of the consumers prefer it

because of the quantity, 36% of the consumer prefer it due to the price, 4% of them

prefer it due to the location and rest 2% prefer it due to other factors.

 64% of the consumers may switch to other brand and 34% will not switch to other

brand and remain bran loyal to Patanjali Ayurved.

 8% will switch due to the cost, 26% will change die to quality, 30% will change due

to satisfaction, 30% of them will switch over Patanjali Ayurved due to discounts and

6% of them will switch due to other benefits.

 52% of the consumers prefer Patanjali Ayurved, 28% of the consumers use dabur and

20% use Himalaya.

 According to the survey- 88% of the consumers have used Patanjali Ayurved and

12% have not used Patanjali Ayurved product.

 58% are satisfied with the Patanjali Ayurved products, where as 36% of the
consumers are sometimes satisfied and 6% of the consumers are never satisfied with
the products of Patanjali Ayurved.

 The product availability for 24% is under 1 kilometre, whereas 42% is within 1-2
kilometre, 20% of them have the availability of the product within 2-4 kilometre and
the rest 14% is more than 4 kilometre away.

 40% of the consumers believe that Patanjali Ayurved can be triumphant over its
competitors, whereas 34% haven’t thought about it and 26% believe that it is not a
threat over its competitors.

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 48% of the consumer believe that the FMCG products of Patanjali Ayurved are
better than other company’s product, 24% haven’t thought of that and 28% don’t
think that Patanjali Ayurved is better than other company’s product. 24% of the
consumers are influenced by their family, 34% of them were influenced by friends,
36% of them were influenced by advertisement and rest 6% were influenced by
themselves.

 84% of them believe that advertisement play role in brand preference and 16%
believe that brand does not play any role for brand preference.

 74% have purchased Patanjali Ayurved by coming across the advertisement and 26%
of them haven’t purchased the products by coming across the advertisement.

 22% of the consumers have purchased Patanjali products within a week, 54% of them
have purchased in a month 10% of them have purchased it in the time of 1-4 month
and 14% have last time purchased the product of Patanjali Ayurved 4 months back.

 12% of the consumers got influenced through advertisement for better recall, 52% of
them have It for positive influence, 28% have interest and 8% had no interest.

93
 CONCLUSION

From the above Research and data interpretation it is found that the different factors

influencing the buying behavior of consumers towards Patanjali Ayurved in Noida. Most

of the people prefer herbal products of Patanjali Ayurved are satisfied from the products,

they are buying the product due to its price, quality and quantity. They may switch over to

other products if provided with good quality, quantity, discounts and some of the

consumers will be loyal to the product. Overall Patanjali Ayurved is doing good in the

market and have a positive impression in the minds of consumer.

94
 BIBLIOGRAPHY

 Ali, M. A. (2012). Factors Influencing Purchase of FMCG by Rural Consumers

in. Dubai, UAE : Md. AMBA s Ali.

 Choudhary, P. (2010). Fmcg. bangalore: Prince Choudhary.

 Joseph, A. a. (2014). A Study on Consumer Behaviour towards FMCG Products

among the Rural-Suburban HHs of Ernakulam. Coimbatore: Anilkumar N.

 [Link], M. R. (2015). A study on consumer awareness,attitude and preference

towards herbal cosmetic. Tamilnadu: [Link] Rekha and [Link] .

 kanika6759. (2009). Consumer Behaviour towards packaging of FMCG products.

kanika6759.

 kumar, v. (2014). Marketing through Spirituality: A Case of Patanjali Yogpeeth.

Roorkee: vinod kumar.

 Laturkar, V. N. (n.d.). Consumer Behaviour Towards Over-the-Counter. Global

Vision Publishing House.

 Neha Tyagi & Sagar Malviya. (2016). Patanjali Ayurved injects new life into
herbal market, helps rivals sell more personal care products . The Economic
Times.

 Yadav, M. I. (2015). A STUDY OF CONSUMER PERCEPTION OF. bhopal: Md.

Irshad Ali and Manmohan Yadav

95
 QUESTIONNAIRE

TOPIC: Consumer buying behavior towards Patanjali Ayurved in

Noida Region.

1. Personal Details

a) Name

b) Location

c) Age

I. Below 20

II. 2-30 years

III. 31-40 years

IV. Above 40

d) Gender

I. Male

II. Female

e) Marital Status

I. Married

II. Unmarried

f) Occupational Status

I. Student

II. House Wife

96
III. Employed

IV. Business

g) Monthly Income

I. Up to 5000

II. 5000-10000

III. 10000-20000

IV. Above 20000

h) Number of members in family

I. 2

II. 2-4

III. 4-6

IV. Above 6

2. Do you use Ayurvedic/Herbal Products

I. Yes

II. No

If yes Proceed Further, if no please give reason to it. -

_______________________________________________________________

3. Ayurvedic Product of which company do you use??

I. Patanjali

II. Dabur

III. Himalaya

97
4. Mention the frequency .

Particulars Always Often Sometimes Never

Hair Oil

Shampoo

Tooth

paste

Honey
Body Soap

Desi Ghee

5. Do you use Patanjali Ayurved Products

III. Yes

IV. No

If yes Proceed Further, if no please specify reason to it. -

_______________________________________________________________

_______________________________________________________________

6. Are you Satisfied with the products of Patanjali Ayurved?

I. Yes

98
 II. Some times

III. No

7. What are the unique selling prepositions of Patanjali Ayurved?

I. Quality

II. Quantity

III. Price IV.

Location

V. Other

9. Do you think Patanjali Ayurved can be tougher over all its Competitors?

I. Yes

II. No

III. Haven’t thought about that

10. Is Patanjali Ayurved products are better than other branded FMCG products?

I. Yes

II. No

III. Haven’t thought about that

11. Do you agree Patanjali offers a large variety of products?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) Strongly agree [ ] e) strongly disagree [ ]

99
 12. Would you like to Switch to other brand if you get some promotional schemes

with that brand?

I. Y

es

II. No

13. Give reason for the same.

I. Cost

II. Quality

III. Satisfaction

IV. Discounts

V. More benefit

14. Who influenced your preference for Patanjali Ayurved products?

I. Family

II. Friends

III. Advertisement

IV. Self patanjali

15. Do you agree that Patanjali products are chemical-free?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

100
d) strongly agree

e) strongly disagree

16. Does Advertisement play any role towards brand preference?

I. Yes

II. No

[Link] you purchased any Patanjali Ayurved product recently after

coming across any advertisement?

I. Yes

II. No

18. In what way advertisement influenced you?

I. Better recall

II. Positive impression

III. Interest

IV. No impact

19. State your suggestion if any.

_____________________________________________________________________

101
THANK YOU

102