SUMMER TRAINING REPORT

ON

A STUDY OF CONSUMER PERCEPTION ON THE PATANJALI

PRODUCTS

SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT

FOR THE AWARD OF THE DEGREE OF BACHELOR OF
BUSINESSS ADMINISTRATION 2018-21

Submitted by: Submitted to:

Divanshu Mishra The Mentor
B.B.A. 3rd year,6th semester Mr. Satish Srivastava Sir
Roll NO. : 181090535032
 Declaration

I, Divanshu Mishra BBA of SARDAR BHAGAT SINGH COLLEGE OF HIGHER EDUCATION,

LUCKNOW,
Ms. Divita Sinha
 Introduction

The report on the topic “A STUDY OF CONSUMER PERCEPTION ON THE PATANJALI

PRODUCTS‟‟ provides a comprehensive analysis regarding the performance of the company and its
products in the market.

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

The primary data was collected through questionnaire filling. The secondary data was collected
through the internet. India has a large chunk of population which is at lower income level and at
middle income level.

The report covers the aspects like Consumer perception on the Patanjali products and Patanjali got
success in such a competitive market in very short span of time.

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

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

Patanjali is following the biggest SWADESHI MOVEMENT.

Patanjali‟s vision and mission are discussed in the following report. You

will get to know about the SWOT Analysis followed by Patanjali. The

report is also conclude with the conclusion and suggestion.

 OBJECTIVES OF THE STUDY

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

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

 To know the attributes that a customer keeps in mind while buying „PATANJALI” Products.
 To study the satisfaction level of consumers after using „PATANJALI‟ Products.
 To study, whether Patanjali products are geniune or not.
 Company profile

Patanjali Ayurved was formed in January, 2006 as a private limited company by yoga guru Ramdev and his

partner Sri Acharya Balkrishnaji. In June, 2007, it was converted to a Public Ltd. Company. It is registered

under the Companies Act, 1956 and has its registered office in Bijwasan, New Delhi and three other offices in

Haridwar. The company was started with the vision of uplifting the life of Indian farmers by locally sourcing

the raw materials from them and making their lives better while at the same time provide an opportunity to the

Indian masses to move towards healthy lifestyle by promoting Ayurveda and herbal products. Baba Ramdev

started off as a yoga trainer who featured in televised programs in Aastha and Sanskaar channels and made

Indians realize that they have forgotten Indian tradition and art forms- one of them being yoga. He got wide

acceptance and word of mouth publicity helped him reach to a wider audience. He projected Yoga as a panacea

to all the health problems. In its first year of operations, 2008, Patanjali generated a revenue of over 60 crores.1

Almost 10 years later, the homegrown venture has grown to be a 5000 crore company and is posing a threat to

the well-established companies in the FMCG domain.

Patanjali range of products

Patanjali has a wide range of products with the theme of Ayurvedic/herbal being common across all categories.

It has four business divisions: food and beverages, cosmetics and health, health drinks and home care. The

highest revenue grossing products are Patanjali cow ghee, Dant Kanti, Kesh kanti, Patanjali Atta noodles and

Patanjali Aloe Vera juice and gel. The customer base of Patanjali is very huge and with each passing day, it is

growing bigger. A major ramp-up came when Patanjali was relaunched by Baba Ramdev in 2014. After that it

has not looked back. The company is finding it difficult to cater to the demand of all the customers. It has

increased its distribution channels and expanded its reach multifold from the point when it started. Production

has also increased and it has now over 450 products in its portfolio.

Organization structure

The Board of Directors is formed of three founding people. Swami Acharya Balkrishnaji is serving as the

Managing Director of the company. Two other members Swami Muktanandji and Sri Ajay Kumar Arya are
also holding positions as the Directors of the company. Swami Ramdev do not hold any position or stake in the

company but does act as the Ambassador for the entire Patanjali brand. The operations department is headed by

Ramdev’s brother Ram Bharat. Everyone else from the finance, logistics and other teams report to him He is

the informal CEO but designations are not very formalized within Patanjali. Patanjali has over 200,000

employees in total. They hire street-smart people and do not look for MBA graduates only. This helps them to

keep costs down while also delivering unprecedented growth.

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 protection of central paramilitary forces
 Mission and Vision of Patanjali
MISSION
Making India an ideal place for the growth and development of Ayurveda and a prototype for the rest of the
world.

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.
SWOT ANALYSIS
S-STRENGTH
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. More than 200,000+ employees with Patanjali.
6. Excellent word of mouth marketing has helped the brand grow.

W-WEAKNESS
1. Launched too many products in a short time.
2. Patanjali faced issue with advertising council of India.
3. Lower concentration on other top countries.

O-OPPORTUNITIES
1. Patanjali can tap overseas market as Ayurveda is increasingly getting awareness.
2. Can enter more segments in personal hygiene, FMCG etc.
3. Can also diversify in apparels.

T-THREATS
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 overcome new competition from Patanjali
PATANJALI KEY TO SUCCESS
Media attention: Ramdev rose to national fame as a yoga guru through his programmes on TV channels -
Sanskar in 2001 and Aastha from 2003. He readily acknowledges the role of the media in his rise. "Patanjali ko
bananey mein ek se 10 per cent humara role hai, baaki role media ka hai (My own role in the rise of Patanjali is
just one to 10 per cent, the rest of the credit goes to the media)," he told Business Today website. Less Price:
Patanjali products are available at an attractive discount as compared to their competition. The company
sources products directle from farmers and cuts on middleman to boost profits. Hence, they are able to reduce
their raw material procurement cost and are able to produce goods at a much cheaper rate. Retail outlets:
Initially, Patanjali shunned the conventional distribution network, preferring to rely on its own channels of
super distributors, distributors, Chikitsalayas (franchise dispensaries) and Arogya Kendras (health centres
which sell Ayurvedic remedies). Once it turned to retail outlets from 2011, revenue began to multiply manifold.
Variety of products: Already, a few Patanjali products have made major inroads - apart from desi ghee, its
toothpaste Dant Kranti, for instance, launched in March 2010, brought in revenues of Rs 200 crore in 2014/15.
Patanjali has also ventured out to produce many other new items that were mostly produced by foreign
companies in recent months. Patanjali also sells toothpastes, unpolished pulses and detergents. 13 Swadeshi
factor: Patanjali is happy to co-exist with indigenous companies, multinational ones are a different matter.
"Humara ek simple funda hai: MNCs ko replace karna (We have a simple principle: we want to replace
MNCs)," said Ramdev. "We don't want to put anyone down, but we would like to instil swadeshi pride so that
Indian money does not go out of the country." He is aware that the competition is gunning for him. Advertising:
Patanjali's own advertising was limited in the past, but has increased considerably of late, with ads appearing on
general entertainment TV channels (GECs) such as Star and Zee. The company has also reached out to regional Southern
channels.
Literature Review of CONSUMER PERCEPTION
Retailers aim to increase their sales by determining what drives their customers' purchase decisions. Consumer
perception theory attempts to explain consumer behavior by analyzing motivations for buying or not buying for
particular items. Consumer perception applies the concept of sensory perception to marketing and advertising.
Just as sensory perception relates to how humans perceive and process sensory stimuli through their five
senses, consumer perception pertains to how individuals form opinions about companies and the merchandise
they offer through the purchases they make. Retailers apply consumer perception theory to determine how and
what their customers perceive about them. They also use consumer perception theory to develop marketing and
advertising strategies intended to retain current customers and attract new ones. Three areas of consumer
perception theory relate to consumer perception theory: self perception, price perception and perception of a
benefit to quality of life. Self Perception Self perception theory attempts to explain how individuals develop an
understanding of the motivations behind their own behavior. Self perception by customers relates to values and
motivations that drive buying behavior -- which is also an important aspect of consumer perception theory. For
instance, a study by researchers at the University of Massachusetts at Amherst addressed how self perception
shaped consumers' buying behavior. The study considered the question of whether consumers believed their
buying decisions had a real effect on issues such as environmental impact. The researchers concluded that
consumers' self perception was a driving factor in whether or not they placed a priority on socially conscious
purchase and consumption practices. Consumers who viewed themselves as socially conscious tended to place
more weight on issues such as environmental impact when making buying decisions than consumers who did
not hold similar views of themselves. Price Perception While mass merchandisers such as Wal-Mart emphasize
low prices as an inherent virtue, upscale merchants attempt to emphasize quality and value for money to appeal
to potential customers. Researchers at the School of Business Administration at LaSalle University and LeBow
College of Business at Drexel University considered several factors, including price 17 perception -- whether
consumers believed they were being charged fair prices -- in determining whether online shoppers would make
repeat purchases through the same website. The researchers concluded that price perception strongly influenced
whether customers were satisfied with their purchases and whether they would make future purchases. Two
factors that shaped price perception were the perceived quality of the merchandise or service in question and
price comparisons with merchants offering similar merchandise or services. Benefit Perception "It's good, and
it's good for you." Many consumers are familiar with this phrase frequently associated with food advertising.
Researchers from Marquette University, Louisiana State University and the University of Arkansas surveyed
customers to determine how nutrition claims associated with food affected their perception of that food's
nutritional value. The researchers found that consumers tend to reject general, unsupported claims of enhanced
nutrition, especially concerning high nutritional value for foods that are traditionally viewed as unhealthy. The
researchers also theorized that consumers would demonstrate a trend toward applying more scrutiny to nutrition
claims and would demand more specific information about the foods they purchase. Conceptual Analysis of
Customer Perception Vishal Kumar Laheri, Research Scholar FMS, University of Delhi, Delhi, India. Anupam,
Research Scholar, FMS, University of Delhi, Delhi, India. Marketing as a discipline has evolved over a period
of time where the traditional concept imparts that goods were produced to be sold to the customers and the
modern marketing states that goods are produced according to the needs and demand of the customers. The
current marketing management emphasises on satisfying the needs of the customers without any environmental
degradation. The present study selected organic food and cosmetic product categories for assessing the decision
of the consumers towards such products. A total of six manufacturers, three each from organic food and organic
cosmetic products were interviewed to gain insights about the organic industry in India. In the second phase, 45
respondents were interviewed to examine their purchase decision with respect to organic food and cosmetic
products. The results indicate that consumers are not so much aware about the organic products. The study
identified certain enablers and barriers of organic food purchase which will offer guidelines to the marketers so
as to understand the attitude and preferences of consumers towards organic food and cosmetic products. 18 Eva
Muller(1954) reported a study where only one-fourth of the consumers in her sample bought with any
substantial degree of deliberation. The Marshallian model ignores the fundamental question of how product and
brand preferences are formed. Lee (2005), carried out study to learn the five stages of consumer decision
making process in the example of China. The researcher focuses on the facts that affect the consumer decision
making process on purchasing imported health food products, in particular demographic effects such as gender,
education, income and marital status. The author employed questionnaire method in order to reach the
objectives of the research. 18 Analysis of five stages of consumer decision making process indicate that impact
of family members on the consumer decision making process of purchasing imported health food products was
significant. Blackwell et al (2006) Five Stages Model of consumer decision making process has also been
studied by a number of other researchers. Although different researchers offer various tendencies towards the
definitions of five stages, all of them have common views as they describe the stages in similar ways. One of
the common models of consumer decision making process has been offered. P. Guru Ragavendran et al (2009)
emphasized in their research that the survey helped them in understanding the consumer perception on brand
awareness and position of product in the market. It was observed that consumer’s expectations were quality,
benefits offered and packaging of shampoos. Based on the results obtained, integrated marketing
communication was suggested; as a result an improvement of 8% to 12.6% was observed in target population.
[Samojlik, 2013] Herbal Medicines are used in the modern day for health maintenance, the treatment or
prevention of minor ailments and some chronic diseases, and they are often taken in addition to conventional
medicine in the more serious and/or chronic conditions. [Brower; 1998] The Indian herbal drug market is about
$ one billion and the export of herbal crude extracts is about $ 80 million. The sales of these drugs account for
almost 50% of the herbal medicine market. (Sharma, Shanker, Tyagi, Singh, & Rao, 2008) A WHO (World
Health Organization) study estimates that about 80 percent of world population depends on natural products for
19 19 their health care instead of modern medicines primarily because of side effects and high cost of modern
medicine. (WHO & Kumar &Janagam, 2011) The worldwide herbal market products are around $6.2 billion
and estimated to reach $5 trillion by the year 2050 (Kotler, Keller, Koshy, & Jha,2014) marketing, perceptions
are more important than reality because perceptions affect consumers actual behaviour. ‟ According to Kurtz
and Boone, (2006) different people have different perceptions of objects or events based on theinteractions of
two types of factors that are stimulus factors and individual factors.
RESEARCH METHODOLOGY
Research design A research design is the set of methods and procedures used in collecting and analysing measures of
the variables specified in the research problem. The design of a study defines the study type (descriptive, correlation,
semi- experimental, experimental, review, metaanalytic) and sub-type (e.g., descriptive-longitudinal case study, research
problem, Hypothesis independent and dependent variables, Design of experimental design, and, if applicable, data
collection methods and a statistical analysis plan. Research design is the framework that has been created to find answers
to research questions.
SOURCES OF DATA
The task of data collection begins after a research problem has been defined and research plan chalked out. While
deciding about the method of data collection to be used for the study, first of all the sources of data must be very clear.
There are basically two sources of data.
Primary Data Source: The primary data are those, which are collected afresh for the first time for the problem
solution, and thus happen to be original in character. It may be obtained from individual, families and representative. 
Secondary Data Source: The secondary data are those which have already been collected by someone else and
which have to decide which have already been passed through the statistical process. Externally, these sources may
include books or periodicals reports, data services and computer data banks. In the context of the project study, the source
of data used by me for this project is primary type of sources. The primary data source is the respondents who have filled
the questionnaire.
SAMPLING PLAN
Sampling Unit: The sampling Unit is the entity to which we have to follow during the whole research study.In the
context of the project study, the sampling unit primarily consists of Individuals.
Sampling Size: It plays an important role in the research. Samples are representative of the whole population. This
refers to the no. of items to be selected from the universe to constitute a sample. In the context of the project study, 100
respondents are chosen keeping in view the above constrains. Attempts have being made to see that samples are chosen
from different strata.
1. Sampling Methods: There are various methods of sampling in the context of my project study I have selected
Non-probability Sampling Method. And under that, I have taken Convenience Sampling. Under this I prepared a simple
questionnaire to collect the information.

2. Data Collection Method: Data collection is done basically in three ways: Observation Method, Survey Method
and Questionnaire. And in the context of my project study, I have selected questionnaire method for collecting the data.
23
3. Data Analysis & Interpretation: Data analysis is based on the data collected by the questionnaire. From the
collected data findings are extracted. The data is tabulated and frequency distribution chart is prepared.
 Data Analysis By Charts: Charts make easy to understand. Therefore I have use pie chart to present the data.
LIMITATION OF THE STUDY
 Every attempt will be taken to obtain error free and meaning full result but as nothing in this world is 100%
perfect.
 I believe that there will be still the chance for error on account of following limitation:-
Limited number of respondents.
Time limitation for compelling the project.
The data obtain in some cases may be based.
Difficulty in communicating within the city while conducting the survey.
 The information obtained from the consumer based on questionnaire was assumed to be factual.
 Since the survey is basrd on sampling method, it does not disclose the charter of entire customer.
 Product unavailability for the consumer in the market is one of the biggest limitation for Patanjali Products.
 SCOPE OF THE STUDY
As we know that customer is the king of any business, it is essential to understand customer‟s expectations,
their preferences towards the product and their needs and wants. Without understanding consumer behavior
no companies can survive. The main purpose of this project is to study consumers perception towards
Patanjali products. This study is mainly focused on various factors that affect consumers buying decision.
Such as social, psychological and personal. This study helps to understand the satisfactory level of
consumers towards the brand. And also understanding the consumer attitudes and their buying motives
by means of company brand image.

IMPORTANCE OF THE STUDY

There are a number of reasons why consumers are loving Patanjali products. Take a look:

1. Patanjali Cater to Wide Range of Audience

From Ayurvedic medicines, nutrition supplements to beauty products, you will get a wide range of
choices here. Patanjali products promise your overall well-being. They have multiple stores and you
will get all your household items there.

2. These Products are Pocket-Friendly

Compared to similar products of other brands, Patanjali products do not burn a hole in your pocket.
They have a winning combination of superior quality at lower prices.

3. Quality Assurance
Over the years, Patanjali has become synonymous with quality. They have a dedicated team to
monitor the quality of the products. That team ensures that the customers get same products
irrespective of the location. Moreover, Patanjali food products have emerged as a tasty alternative to
the majority of the similar products.

4. These are Herbal Products

All Patanjali products are herbal or Ayurvedic. The food products are made using organic produce
and do not use any preservatives. For instance, Patanjali shampoo uses herbs such as Reetha,
Shikakai, Amla etc. which are known for their hair care properties. This makes them healthier
options compared to similar products available in the market.

5. Patanjali Products are Eco-Friendly

These products are manufactured in an eco-friendly manner. They confirm to the principles of Good
Manufacturing Practices or GMP in their plants.
 6. Availability
Patanjali products are easily available. They are available in the supermarkets, local grocery store
and you can even buy Patanjali products online. Apart from their own website, Patanjali products are available
with almost all online grocery stores. In case you want to buy Patanjali products online such as Patanjali
Pulses.
 DATA ANALYSIS

Different age group of respondent:

15-20 20-25 25-35 Above 35

50% 30% 10% 10%

10%

10%

50%

30%

 The majority of the respondents were from the age group of 15-25 followed by
age group of 35 and above.
2) Have you used any product of Patanjali brand ?

yes N0
90% 10
%

10%

90%

 Over 94% of the people have used Patanjali Products

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

Strongly agree Agree neutral Disagree Strongly

Disagree
25% 52% 6% 8% 9%

9%

25%
52%

6%
8%

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

Strongly agree Agree Neutral Disagree Strongly

Disagree
29% 57% 2% 8% 4%

4%
29%

57%
2%
8%

 86% people believe that patanjali offers good quality of product but 14%
customers are not satisfy with the quality of product.
5) Do you agree the prices of the Patanjali products are fair?

Strongly agree Agree Neutral Disagree Strongly

Disagree
44% 31% 5% 10% 10%

10%

31%

44%
10%
5%

 75% customer thinks that the price of patanjali products are fair but 25%
customer thinks that the price of the product are not fair.
6) Do you agree that the Patanjali products have appealing packaging?

Strongly agree agree neutral Disagree Strongly

Disagree
29% 42% 4% 17% 8%

8%

29% 42%

4%
17%

 71% customer believes that patanjali product is good packaging while 29%
customers is not satisfied with the packaging.
7) Do you agree that Patanjali products have natural ingredients?

Strongly agree Agree Neutral Disagree Strongly

Disagree
29% 71% 0 0 0

29%

71%

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

Srongly agree Agree neutral Disagree Strongly

Disagree
22% 45% 0 19% 14%

15%

22% 45%

19%

 67% customers are satisfy with patanjali product while 33% customer are not
satisfy with patanjali product.
9) Have you faced any problem while using theproduct?

yes N0
22% 78
%

no; 78%

yes; 22%

 78% customer are happy and they do not face any problem while 22% customer
are facing problem with patanjali product.
 10) Do you agree that Patanjali products are chemical-free?

Strongly agree Agree Neutral Disagree Strongly

Disagee
18% 49% 10% 5% 18%

18%

49%
18%

10%
5%

 67% customer believe that patanjali is a chemical free product while 33% people
thinks tha patanjali is not chemical free product.
11) Do you agree that Patanjali products have made a good brand image?

Strongly agree agree neutral Disagree Strongly

Disagree
84% 11% 0 3% 3%

2% 11%

3%

84%

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

Convenient Affordable Clean Other

40% 30% 20% 10%

10%

20% 40%

30%

40% People thinks that Patanjali Product are convinent and 30% people thinks that
Patanjali product are affordable.
13) How do you come to know about theproduct?

EDUCATION %
Advertisement 50
Recomandation 30
Self Exploration 20

60

50

40

30

20

10

0
Advertisement Recomandation Self Exploration

50% of the people came to know about Patanjali through advertisements 30% on
recommendations whereas 20% on Self Exploration.
 FINDINGS
The data collected through 100 questionnaires is analyzed. Out of 100 users, dominant portion i.e.
nearly 2/3rd of the users age between 15-25 years. Looking at the gender distribution, 70% of
the users taken under study are females who can perceive to be more interested in buying herbal
cosmetics. In Occupation frequency, nearly half of the users are students who are pursuing studies
followed by 35% of service class users.
 Over 94% of the people have used Patanjali Products
 77% people strongly agree that patanjali offers large variety of product while 17%
people think that patanjali has not offers large variety of product.
 86% people believe that patanjali offers good quality of product but 14% customers are
not satisfy with the quality of product.
 75% customer thinks that the price of patanjali products are fair but 25% customer thinks
that the price of the product are not fair.
 71% customer believes that patanjali product is good packaging while 29%
customers is not satisfied with the packaging.
 71% customer agree that patanjali products have natural ingredients and 29%
Customer fully agreed that patanjali have natural ingredients.
 67% customers are satisfy with patanjali product while 33% customer are not satisfy with
patanjali product.
 50% of the people came to know about Patanjali through advertisements 30% on
recommendations whereas 20% on Self Exploration.
 RECOMMENDATION
 To make a successful product, Patanjali’s marketing strategy should attract long term consumers.
 Most of the Patanjali consumer are facing problem like ; products are not available in the market regularly.
 They can increase their distribution channels.
 They have to focus back on product efficacy. Rising above the noise of advertising.
 They can increase their outlet and stores.
 Patanjali Ayurveda should increase their productivity and make sure that there will be shortage
of products in the market
CONCLUSION
Patanjali has given a headache to many marketers with its unconventional ways of marketing. The Findings in the paper
show that there are many significant factors that together make up the buying decision of the product. Customers’
perception towards a brand is built largely on the satisfactory value the user receives after paying for the product and the
benefits the user looks for. In the above study, a large portion of the user is satisfied from Patanjali products. It may be
because of reasonable price of the product. It may be due to ability of the product to cure the problem. The satisfaction
brings in the retention of customer. Patanjali is enjoying the advantageous position in market through spirituality element
involved in its products. However, it should not ignore the competitors like Naturals, pure roots, Vindhya herbals.
Patanjali in order to retain more customers and satisfy them, must fulfil the claims made by the company before any other
brand may mushroom up and take away the benefits of marketing through spirituality. A point to note is that many people
are buying Patanjali products due to the hedonic value attached to the products. Hence, Patanjali (unlike its competitors)
is attracting brand-loyal customers and not price-sensitive customers.
BIBLIOGRAPHY
 https://www.patanjaliayurved.net/
 https://en.wikipedia.org/wiki/Patanjali_Ayurved
 https://www.slideshare.net/trishalagautam/patanjali-research
 http://www.news.kenresearch.com/post/147442303438/company-profile-ofpatanjali-ayurved-limited-new
 http://www.patanjaliresearchfoundation.com/cgi-sys/suspendedpage.cgi
 https://www.researchgate.net/publication/305995560_The_Phenomenal_Success_of_Patanjali_in_FMCG_Sector-
An_Analytical_Study

BOOKS
 Majumdar Ramanuj, (2009) Consumer Behaviour: Insights from Indian Market, IV Edition, New Delhi, PHI Learning
Pvt. ltd.
 Nargundkar Rajendra, (2017) Marketing Research: Text and Cases 3rd Edition, New Delhi, McGraw Hill Education.
 QUESTIONNAIRE
1) Name
........................................

2)Age

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

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

3) Gender

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

4) Qualification

(a) upto HSC ( ) (b) Graduation ( )

(c) Post Graduation ( ) (d) illetrate ( )

5) Material Status

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

6) Are you aware of Patanjali Products ?

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

7) Have you used any product of Patanjali brand ?

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

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

(a) Strongly agree ( ) (b) Agree ( )

(c) Neutral ( ) (d) Disagree ( )
(e) Strongly disagree ( )

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

(a) Strongly agree ( ) (b) Agree ( )

(c) Neutral ( ) (d) Disagree ( )
(e) Strongly disagree ( )

10) Do you agree the prices of the Patanjali products are fair?
(a) Strongly agree ( ) (b) Agree ( )
(c) Neutral ( ) (d) Disagree ( )
(e) Strongly disagree ( )

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

(a) Strongly agree ( ) (b) Agree ( )

(c) Neutral ( ) (d) Disagree ( )
(e) Strongly disagree ( )

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

(a) Strongly agree ( ) (b) Agree ( )

(c) Neutral ( ) (d) Disagree ( )
(e) Strongly disagree ( )

13) Do you agree that you are satisfied with the patanjali product?

(a) Strongly agree ( ) (b) Agree ( )

(c) Neutral ( ) (d) Disagree ( )
(e) Strongly disagree ( )

14) Have you faced any problem while using the product?

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

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

(a) Strongly agree ( ) (b) Agree ( )

(c) Neutral ( ) (d) Disagree ( )
(e) Strongly disagree ( )

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

(a) Strongly agree ( ) (b) Agree ( )

(c) Neutral ( ) (d) Disagree ( )
(e) Strongly disagree ( )

19) Please indicate the reason why you prefer patanjali product?

(a) Convinent ( ) (b) Affordable ( )

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

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

(a) Advertisement ( ) (b) Recommandation ( )

(d) Self Exploration ( )
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