Index

Chapte Topic Page No.

r
No.
Introduction,Objectives and
Chapter 1 Scope of study

Chapter 2
Literature Review

Chapter 3
Research Design  

Chapter 4
Data Interpretation and Analysis:

Chapter 5
Findings, Conclusion and
Recommendation

Annexure 1
Bibliography/References

Annexure 2
Questionnaire 
 Chapter 1:
Introduction,
Objective and Scope
 Introduction
Patanjali Ayurveda Limited is an Indian FMCG company. Manufacturing units and
headquarters are located in the industrial area of Haridwar while the registered office
is located at Delhi. The company manufactures mineral and herbal products. It also
has manufacturing units in Nepal under the trademark Nepal Gramudhyog and
imports majority of herbs in India from Himalayas of Nepal. According
to CLSA and HSBC, Patanjali is the fastest growing FMCG company in India. It is
valued at ₹30 billion (US$460 million) and some predict revenues of ₹5,000
crore (US$770 million) for the fiscal 2015–16. Patanjali declared its annual turnover
of the year 2016-17 to be estimated ₹10,216 crores (US$1.6 billion).Baba
Ramdev has stated in his interview with CNN-News18 that profit from Patanjali
Products goes to charity.
Baba Ramdev established the Patanjali Ayurved Limited in 2006 along with Acharya
Bal Krishna with the objective of establishing science of Ayurveda in accordance and
coordination with the latest technology and ancient wisdom.
Bal Krishna owns 98.6% of Patanjali Ayurved, and as of March 2018, has a net
worth of US$6.1 billion.

Revenues

Revenues
Year
(In Crore)
2009-10 200
2010-11 317
2011-12 446
2012-13 850
2013-14 1200
2014-15 2006
2015-16 5008
2016- 17 11526

Future Group which has tied up with Patanjali sells about 30 crore (US$4.6 million)

worth of Patanjali products every month.

Production
Patanjali Food and Herbal Park at Haridwar is the main production facility operated
by Patanjali Ayurved. 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 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 protected of central paramilitary forces.

Products
PatanjaliAyurvedproduces products in the categories of personal care and food. The
company manufactures more than 900 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
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.

Patanjali 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 brandnames under which Patanjali got licenses, have got any
approval for manufacturing instant noodles.

In 2016, Patanjali has announced to enter the textile manufacturing centre. The
company is reported to manufacture not only traditional clothes such
as Kurta Payjama but also popular western clothes such as jeans.

On 5 November 2016, Patanjali announced that it will set up a new manufacturing

plant Patanjali Herbal and Mega Food Park in Balipara, Assam by investing ₹1,200
crore (US$180 million) with the manufacturing capacity of 1,000,000 tonnes of
goods per year. The new plant will be the largest facility of Patanjali in India and will
be operational by March 2017. Patanjali already has around 50 manufacturing units
across India.

Sales and distribution

Patanjali Ayurved sells through nearly 4,700 retail outlets as of May 2016.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.Patanjali Ayurved, co-founded by yoga guru Ramdev, is targeting Rs
10,000-crore revenue in 2016-17, after sales grew 150 per cent in the previous
financial year to Rs 5,000 crore.

Patanjali Ayurved has also started its FMCG expansion in form of dealership and
distributorship channels across the country and expects wider growth in Overseas
distribution as well.
 Scope of study

 It’s also help to understand the various aspects of product

like,quality,price,etc.
 This study take consideration at the time of strategy
formulation.
 This study also helps when we work on weakness.
 Provide information about the customer perception.
 This study also helps the company to understand the
customer/student preferences.
Chapter 2: Literature
Review
 Literature Review
Retailers aim to increase their sales by determining what drives their
customerspurchase decisions. Consumer perception theory attempts to explain
consumer behaviour by analysing 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.
In the words of Foxall (1998), Consumer buying behaviour is the study of intrinsic
qualities of consumers, such as, motivators, perceptions, personality and learning
patterns. According to various theorists, it is the branch of knowledge, which studies
behaviour of an individual and its mental state (Hausman, 2000). According to Sheth
and Parvatiyar (1995), evaluation of various factors related to the consumer
perception and behaviour allows the business firms to strengthen the relationship
between business and consumers. There are many factors which influence the
perception of a human being and the buying process, which essentially begins from
early childhood, remains through the teen years and adult life also (Lal et al, 1996).
The evaluation of perception comprises many factors to understand the psychology
of consumers. These factors belong to culture, values, family, society, feelings,
thinking, attitude, personality, etc. These factors also vary from consumer to
consumer and shape their buying behaviour.
According to Byron McCann (2011), correlation between behaviour, experience and
perception of consumer can help an organization to understand in real time what
customers really think, experience and do. He stated:
Behaviour + Perception +Experience= the whole real picture.
He also analysed that the whole of the insight is much greater than the sum of the
three parts; it just provides an information platform on which the firm can align a
management team, optimize the customer experience and implement a continuous
process improvement plan that helps in building brand equity.
This chapter broadly explores various concepts and ideas of CRM and customer
 Chapter 3:
RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY
RESEARCH DESIGN
This research project has a specified framework for collecting the data
in an effective manner. Such framework is called “RESEARCH DESIGN”.
The research process consisted following steps:

The development of research plan has following steps: -

 Sources of Data:
In this research, two types of data will be taken into consideration i.e.
Secondary data & Primary data. My major emphasis will be on gathering the
Primary data. The Secondary data will be used to make things clearer.

 Primary Data:
Direct collection of data from the source questionnaire.

 Secondary Data:
Indirect collection of data from sources containing past or recent past
information like online database, Patanjali Ayurveda Ltd., etc.

1. Data Collection Tool:

A questionnaire will be constructed for this survey. Questionnaire
consisting of a set of questions made to be filled by various respondents .

2. Sampling Plan:
The sampling plan calls for three decisions:
 Sampling unit: Sampling unit will be students in Bareilly
city.
 Sample size: The sample will consist of 50 respondents.
The selection of the respondents will be done on the basis of
simple random sampling.
 Sample Techniques: - In this researcher use Convenience
sampling
 Contact method: I will contact the respondents and will fill
questionnaire from them.
 Chapter 4: Data
Interpretation and
Analysis

\
 1. Which of the following brands do you currently use?
Valid Frequency Percent
Dabur 7 14%
Hindustan lever 14 28%
Procter & gamble 10 20%
Patanjali 14 28%
Godrej 5 10%
Total 50 100%

30

25

20

15
28 28

10 20

14
5 10

0
Dabur Hindustan lever Procter & Gamble Patanjali Godrej
Interpretation:

The majority of the respondent is use Hindustan lever and

Patanjali products and 20% respondents is use Procter &
Gamble and 14% & 10% respondents is use Dabur and
Godrej product respectively.
2. Which of the following brands have you used in the past?
Valid Frequency Percent
Dabur 9 18%
Hindustan lever 12 24%
Procter & gamble 13 26%
Patanjali 11 22%
Godrej 5 10%
Total 50 100%
 30

25

20

15
26
24
22
10
18

5 10

0
Dabur Hindustan lever Procter & Gamble Patanjali Godrej

Interpretation:
This chart show that 18% respondents had use the products of
Dabur and 24%, 26%, 22% and 10% respondents had use the
products of Hindustan lever, Procter & Gamble, Patanjali and
Godrej respectively.

Valid Frequency Percent

Quality 39 78%
Competitive 6 12%
pricing
Free trial & 1 2%
discount
Communication 4 8%
strategies
Total 50 100%
1. Which of the following, according to you, help build a good brand
image for Patanjali?
90

80

70

60

50

40 78

30

20

10
12 8
0 2
Quality Competitive pricing Free trials and communication
discount strategies
Interpretation:
Majority of the 78% respondents is said Quality is help to
build a good brand image for Patanjali and 12% said that
competitive pricing is help to build a good brand image for
Patanjali and 2%, 8% is said free trails & discount and
communication strategies is help to build a good brand image
for Patanjali.
2. How often do you buy Patanjali products?
Valid Frequency Percent
Regularly 15 30%
Sometime 17 34%
Rarely 6 12%
Never 10 20%
Only on try 2 4%
Total 50 100%
40

35

30

25

20

34
15 30

10 20

12
5

4
0
Regularly Some time Rarely Never Only on try

Interpretation:
Majority of 34% respondent is often the product sometime
and 30% respondents is use regularly and rest 12%, 20%, 4%
is often the product rarely, never and only on try respectively.

 Patanjali products are gaining popularity in the market.

Valid Frequency Percent

Strongly Agree 15 30%
Agree 28 56%
Neutral 5 10%
Disagree 2 4%
Total 50 100%

60

50

40

30
56

20

30

10

10
4
0
Strongly Agree Agree Neutral Disagree
Interpretation: