title: “research on consumer perception and buying behaviour of patanjali products ... · 2020....

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TITLE: “Research on consumer perception

and buying behaviour of patanjali products in

Patna”

Ms. VIJAYA LAXMI

Student , Balaji Institute of Telecom &

Management , Sri Balaji University , Pune .

Mr. Rajkiran Pund

Assistant professor

Balaji Institute of Telecom & Management ,

pune.

Dr. Sanjit Kumar Dash

Director

Balaji Institute of Telecom & Management ,

pune.

Journal of Seybold Report ISSN NO: 1533-9211

VOLUME 25 ISSUE 10 2020 Page: 326

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ABSTRACT

The fundamental point of this paper is to

discover the buyer discernment with respect to

the Patanjali brand through a review in the city

Patna. The reactions to our survey

recommended that the serious estimating,

nature of items and great correspondence

strategies were the most significant purposes

behind the ubiquity of Patanjali items. Further

the examination drew out the different factors

just like the most significant in influencing the

choice to buy Patanjali items, for example,

correspondence system, item quality,

estimating and brand picture of Baba Ramdev

and buyer mindfulness about the items.

Presentation The decision of a specific brand

by the customer over the time is fundamentally

influenced by the quality and advantages

offered by the brand particularly with regards

to the brand of eatables and makeup items.

Purchaser fulfillment is determined by

contrasting the genuine presentation and the

normal exhibition of the item after use.



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Discernments are exceptionally emotional and

subsequently can undoubtedly twist. The

disarray of purchasing and not accepting

proceeds into our brain except if our choice

isn't upheld by many. In this way, so as to get

by in the nation like India, brands should be

situated in the brains of individuals. India is

known to be a center point of Home grown

brands and Ayurveda as the natural items are

profoundly connected with the otherworldly

slants of the individuals. One of the

investigation of WHO (World Wellbeing

Association) shows that close about 82% of the

total populace relies on the characteristic items

as opposed to different drugs because of their

significant expense and symptoms. "Patanjali "

is spoken to by Master and the organization is

set up with a thought process to give top notch

Indian items at reasonable value which are

natural and regular. PATANJALI

AYURVEDA LTD has in excess of 100 distinct

items in the list for Skin, Hair, Heart, Eyes and

various maladies.



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KEYWORDS:

Awareness, Consumer perception, Buying

Behaviour.



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LITERATURE REVIEW

Layak and Singh (2015) report "Desi

clamor v/s MNC muscle" expressing how

Ramdev's Patanjali is setting pattern for

HUL and how Baba Ramdev's capricious

advertising and solid supporter base

combined with forceful evaluating has

helped him overwhelm built up major

parts in ayurvedic FMCG like emami and

himalaya.

Vyas(2015) Trusts Patanjali as opposed to

redistributing like built up, recorded

FMCG firms, it has thrived on a

retrogressive incorporation model,

utilizing huge lots of land to develop and

run its processing plants. 'Patanjali's

incomes have more than quadrupled in the

previous three years. In spite of

undermining contenders, Buddy's working

edge is around 20% — higher than huge

numbers of its friends which publicize

forcefully.



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Singh and Rajni (2015) reports that Buddy

maybe needs most elements for building a

huge scope shopper products business, be

its immaterial A&P (publicizing and

advancement) spends or dispersion

arrange. However, the brand intensity of a

yoga master has carried Buddy into the

top association with top line supposedly in

overabundance of Jyothy Labs and

Emami.

Khasgiwala and Bapat (2014): Accept that

in spite of the extraordinary interest of

patanjali items , the organization is as yet

wasteful in its creation and gracefully

chain the board . They address the

instance of retail location proprietor of

Patanjali Ayurveda in Indore who himself

is an exceptionally fulfilled customer of

Patanjali items that are low evaluated with

sensibly great quality .And all the more so

the item becomes esteem rich since they

convey the name of Baba Ramdev on it



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yet is baffled with the accessibility of

these items for different shoppers too.

OBJECTIVE OF THE STUDY

A studt on consumer perception and buying

behavior of patanjali products in patna.

Research Methodology

Type of Study: Descriptive

Descriptive research is “aimed at casting light on

current issues or problems through a process of

data collection that enables them to describe the



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situation more completely than was possible

without employing this method

Type of questionnaire: Structured

The data was collected by the respondents through

a structured questionnaire using-

i) Multiple Choice Questions

ii) Scales

iii) Dichotomous Questions

Type of questions: Limited probing

In this study, limited probing was used as

respondents were prompted for more information

(i.e. to enlarge, clarify or explain their answers)

only in a few questions.

Time dimension: Cross-sectional

In this study, cross-sectional design was used as it

involves collection of data from respondents only

once.

Tools of analysis:

SPSS

Frequency table:In statistics, a frequency

distribution is a list, table or graph that



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displays the frequency of various outcomes in

a sample. Each entry in the table contains the

frequency or count of the occurrences of

values within a particular group or interval.

Test for analysis:

Chi square

Sources of Information:

Primary Source: The data was collected by

respondents through a structured

questionnaire.

Plan for Primary Data Collection

Research Technique: Survey

Respondents were asked to give responses

using a pre-designed questionnaire.

Contact Method: social media

Research Instrument: Questionnaire

Sample Design



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Population:Users of Patanjali products in

Patna

Sample element: Respondents with different

occupations (private sector employees,

government sector employees, students, self-

employed) etc.

Sample unit:Respondents who have used

patanjali products in Patna.

Sample size: Number of respondents 135

Sample frame: List that includes the

collection of respondents.

Sample extent:Patna

Sampling procedure:Random Sampling



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DATA ANALYSIS

Gender*Satisfaction

Chi-Square Tests

Valu

e df

Asymp

. Sig.

(2-

sided)

Pearson

Chi-Square

1.33

7a

4 .855

Likelihood

Ratio

1.44

1

4 .837

Linear-by-

Linear

Association

.199 1 .656

N of Valid

Cases

133

a. 3 cells (30.0%) have expected

count less than 5. The minimum

expected count is 2.18.

Please indicate the reason why you prefer

patanjali product*Satisfaction



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Chi-Square Tests

Valu

e df

Asymp

. Sig.

(2-

sided)

Pearson

Chi-Square

8.03

7a

12 .782

Likelihood

Ratio

9.26

5

12 .680

Linear-by-

Linear

Association

.077 1 .781

N of Valid

Cases

133

a. 10 cells (50.0%) have

expected count less than 5. The

minimum expected count is .83.

Product Purchase*Price

Chi-Square Tests

Valu

e df

Asymp

. Sig.

(2-

sided)



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Pearson

Chi-Square

54.9

15a

16 .000

Likelihood

Ratio

27.9

46

16 .032

Linear-by-

Linear

Association

5.47

2

1 .019

N of Valid

Cases

133

a. 19 cells (76.0%) have

expected count less than 5. The

minimum expected count is .11.



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Findings

1. This exploration has helped us find new bits

of knowledge in the field of marking. We see

that all the theories of the investigation are

acknowledged. We find that the new marking

apparatus like Swadeshi and Ayurveda greatly

affect the purchasers. Propositions device

have helped the brand structure a view of

Indian and home grown brand. During the

exploration, we found that buyers incline

toward Ayurvedic and swadeshi items. It was

Patanjali to get it and use it widely

2. It causes us comprehend the purposes behind

the huge development of Patanjali. We can see

that the Indian customers are generally

delicate to the new marking devices as much

for different apparatuses. This would imply

that different brands in the FMCG market

must attempt to receive these new sprouting

instruments which are adequate by the

shoppers and act like a USP for the item.

3. We additionally found that the value, quality

and bundling of the results of Patanjali have

likewise been powerful separated from

Ayurveda. We noticed that Patanjali has an



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awesome nearness on immense media like

television and paper however the purchasers

feel that it has a low nearness on web or

online media stages. One of the major

persuasive promoting structure is informal

exchange and Patanjali has numerous

customers who feel that it has great verbal.

4. The connections helped us comprehend the

brain science of the purchasers by giving us

relations between the factors. We noticed that

purchasers like purchasing swadeshi items

having Ayurvedic content. We can decipher

that customers have a mentality that ayurvedic

items are superior to different items. Buyers

additionally feel that the marking of Patanjali

is generally excellent and are happy with it.

5. But when we begin deciphering the diagrams

dependent on age bunches we get itemized

experiences. We see that Patanjali has a

trouble to target youthful grown-ups. We

additionally note that their essence on online

stage is likewise less and the youths don't lean

toward the brand minister. They have

effectively focus on the moderately aged

buyers and their most believed purchaser



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bunch is the old-matured shoppers. Thus, we

can say that Patanjali has adjusted according

to the requirements of the a decent segment of

the shopper



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Conclusion

The Findings in the paper show that there are

many significant factors that together make up the

buying decision of the product. Consumer

perception towards a brand is built mainly on the

satisfaction level of the user after paying for the

product. In the above study, a large number of

users are satisfied from Patanjali products. It may

be due to reasonable price of the product or due to

ability of the product to cure the core problem.

Although even if Patanjali is enjoying the

advantageous position in market, it should not

ignore its competitors. Patanjali in order to gain

more customers must fulfill the claims made by

the company before any other brand may target it

and take away the benefits of marketing through

spirituality.



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References:

http://ijrmbs.com/vol5issue1/laxmikanth.pdf

https://www.slideshare.net/AvinashPandey110/ma

jor-project-on-consumer-perception-of-patanjali-

products

https://www.slideshare.net/AvinashPandey110/ma

jor-project-on-consumer-perception-of-patanjali-

products



http://ijrmbs.com/vol5issue1/laxmikanth.pdf

https://www.slideshare.net/AvinashPandey110/major-project-on-consumer-perception-of-patanjali-products






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Appendix A

Questionnaire

Name:

Gender

Male

Female

Others

Age group of the respondent?

15-20

20-25

25-30

Above 35

Have you used any product of patanjali brand?

Yes or no



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Do you agree patanjali offers a large variety

of products?

Strongly agree

Agree

Neutral

Disagree

Strongly disagree

Do you agree that patanjali products are of

high quality?

Strongly agree

Agree

Neutral

Disagree

Strongly disagree

Do you agree prices of patanjali products are

fair?

Strongly agree



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Agree

Neutral

Disagree

Strongly disagree

Do you agree that patanjali products have

appealing packaging?

Strongly agree

Agree

Neutral

Disagree

Strongly disagree


natural ingredients?

Strongly agree

Agree

Neutral

Disagree

Strongly disagree



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Do you agree that you are satisfied with the

patanjali product?

Strongly agree

Agree

Neutral

Disagree

Strongly disagree

Have you faced any problem while using the

product?

Yes

No

Do you agree patanjali products are chemical

friendly?

Strongly agree

Agree

Neutral

Disagree



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Strongly disagree


made a good brand image?

Strongly agree

Agree

Neutral

Disagree

Strongly disagree

Please indicate the reason why you prefer

patanjali product?

Convenient

Affordable

Clean

Others

How do you come to know about the

product?

Education



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Advertisement

Recomandation

Self exploration

Which of the following brands do you

currently use? (You can choose all

theoptions that apply.)?

Dabur

Hindustan Lever

Procter & Gamble

Patanjali

Godrej

Which of the following brands have you used

in the past? (You can choose all theoptions

that apply.)?

Dabur

Hindustan Lever

Procter & Gamble

Patanjali



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Godrej

Which of the following, according to you,

help build a good brand image

forPatanjali? (You can choose all the

options that apply.) ?

Quality

Communication Strategies

Competitive Pricing

Good Value-Added Services

Free Trials and Discount

Others (please specify)

How often do you buy Patanjali products?

(Choose any one.)

Regularly

Sometimes

Rarely

Never

Only on Trial Basis



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Boys and girls do buy there cosmetics

products?

Yes

No

Do you think that patanjali drinks are more

preferred drinks than any other drinks?

Yes

No



title: “research on consumer perception and buying behaviour of patanjali products ... · 2020....

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