MPR PATANJALI Sem 4 Latest
MPR PATANJALI Sem 4 Latest
MPR PATANJALI Sem 4 Latest
ON
IN PARTIAL FULFILLMENT OF
BACHELOR OF COMMERCE [B COM
(H)]
[2021-24]
AFFILIATED TO:
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY
(DWARKA, NEW DELHI)
CERTIFICATE
(Dr. Suman)
Assistant Professor
FIMT
Declaration By The Candidate
I hereby declare that the work, which is being presented in this project entitled
“CONSUMER PERCEPTION TOWARDS PATANJALI PRODUCTS”, is an authentic
record of my own work carried out by me under the supervision and guidance of (Dr.
Suman) project guide, FAIRFIELD INSTITUTE OF MANAGEMENT AND
TECHNOLOGY.
This project was undertaken as a part of the major project report as per the curriculum of
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY, DELHI for the partial
fulfillment of B COM (H) from FAIRFIELD INSTITUTE OF MANAGEMENT AND
TECHNOLOGY.
(Ansh Bhardwaj)
(ENROLLMENT No. 00990188821.)
(B.com Hons)
TABLE OF CONTENT
PAGE
TITLE
S.NO. NO.
1 Certificate from Guide 2
2 Student Declaration 3
3 Acknowledgment 5
4 Executive Summary 6
7-27
5 Chapter - 1: INTRODUCTION
28-33
6 Chapter - 2: LITERATURE REVIEW
10 BIBLIOGRAPHY 47
ACKNOWLEDGEMENT
The successful progression of my project also gives me the opportunity to acknowledge and
appreciate the staff of the college that provides me with much-needed stimulating
suggestions and encouragement in order to stem this project towards completion.
Thanking You
(Ansh Bhardwaj)
(Enrollment No. 00990188821)
EXECUTIVE SUMMARY
Consumer Perception is made in the consumer’s mind and is driven by different factors.
Consumer perception towards a particular brand or product of a particular brand is one of the
important factors which will determine whether the consumer will be consistent or not,
perception towards a product has a big effect, such an effect that it can change a first-time
customer to a consistent consumer. Positive perception can build a loyal and growing
customer base for the company. In terms of marketing, consumer perception is referred to as
consumer awareness of a product. Consumer perceptions have a huge impact on buyers’
decisions and many a time these positive perception becomes the reason for the success of a
brand, one of these brands is PATANJALI. This project will show how the perception of
consumers towards Patanjali products led to an instant rise of the brand and what the
contribution it made towards Patanjali’s success. I have simply expressed my experiences. I
hope those who go through it will find it interesting and worth reading. All constructive
feedback is cordially invited.
Chapter 1-Introduction to the Topic
Topic for Research(Consumer Perception towards Patanjali Products)
The reason behind choosing this topic is to understand what is the current point of view of
Patanjali consumers, as Patanjali had a sudden rise in its revenue and profit after its brand
establishment for which the reasons stated was, that because of its quality products at
affordable price Patanjali was able to take its place in the market in such a short period. So
this project will show what was consumer opinion towards Patanjali products in its initial
days as well as what is the current point of view of consumers towards Patanjali products at
present.
In the Indian scenario, the perception of a particular brand is important because Indian
customers rely on the perception of those close to them before purchasing or using the
product. The Perceptions of those around us influence our decisions to buy or not to buy the
product. Perception is very subjective and therefore prone to distortion. The scolding sound
of buying and do not buy continue in the spirit of a potential consumer's black box unless The
decision was not supported by many. So to exist in the marketing environment of a country
like India, brands must be positioned in the minds of Everyone. India has been an attractive
destination for establishing a brand due to favorable marketing conditions. India is also
known as a center of herbal medicine because herbal products are deeply related to the
spiritual sentiments of the people. Natural and Ayurvedic medicines are also more preferred
instead of modern medicine mainly due to side effects and the high cost of modern medicine.
Perception creates trust: When customers trust a company, they often remain loyal to it
forever. Brands that are perceived positively in the market enjoy a high level of customer
loyalty. Customer perception makes or breaks a brand depending on how you work with it.
Perception Drives Sales: Customers often avoid buying from a company they don't trust.
They also stay away from a company that offers poor customer service. They prefer to buy
from a brand they can trust. Therefore, sales will always depend on how customers see a
company.
Perception Builds Reputation: Happy customers spread positive words about a company and
this often helps attract others. And when more people speak positively about a company, it
can greatly shape its reputation.
Perception determines important key figures: Sometimes even the best products and prices
are not enough to convince customers of a company if the reputation in the market is not
good. And when public perception is positive, it always impacts key metrics like conversions
and sales. Perception drives word of mouth: Customers often encourage others to trust or buy
a brand if they have a good perception of it, and this always leads to word of mouth.
1. Exposure
Exposure includes elements such as colors, logo, sound, and environment that a
customer experiences when interacting with a brand or product. Seeing a specific color
and tasting a unique flavor can attract our attention, which forms the second stage.
2. Attention
Attention occurs when the exposure phase is complete and the customer becomes aware
of the message and the product being marketed. If the nurturing leads to a positive
experience, you can move on to the interpretation stage.
3. Interpretation
Interpretation is how a client assigns meaning or some value to inputs and experiences in
the first two stages of client cognition. This may lead to a comparison with another
similar product or experience from the past. In general, the customer assigns some
importance to the overall experience with the product.
4. Retention
Now is the final phase when the client remembers the interaction for future reference by
storing it in memory. This means that the customer's perception is already formed. It can
be positive or negative levels of customer perception
Factors affecting Consumer Perception towards a Product
Customers often form an opinion about a company based on many factors, and not all of them
are within your control. And when you have the right customer experience strategy in place,
you can easily work on most of the things that hurt or hurt perception and achieve the bottom-
line improvement you want. Likewise, there are so many aspects like price, quality,
positioning, etc. that can decide how other market participants view your business.
Some of the key factors that always influence customer perception are:
Quality of customer support: The quality of customer support is considered a good example
of customer-perceived value and can attract more customers, while a bad experience can even
drive away loyal ones.
Positioning – How you market your business, and how you position it in front of the
audience are also important factors in shaping perception.
1. Customer Survey
base and draw new customers. It also has an online store named "Patanjaliayurved.net,"
which sells Patanjali products. Customers can access the company's devotion to
providing high-
quality goods with just a few clicks. The organization is dedicated to offering outstanding
service and real-time help in addition to supplying high-quality goods. Patanjali sells a wide
range of products at affordable costs, including food, cosmetics, medication, CDs & DVDs,
books, and audio cassettes.
About Patanjali
Patanjali Ayurveda Limited was founded in 2006 under the Company Act of 1956, with its
registered office in New Delhi. "Swami Ramdev Ji" and "Acharya Balakrishna" founded
Patanjali Ayurveda Ltd. in 2006 with the vision and mission of "creating a better society and
country by keeping nationalism, Ayurveda, and Yoga as their cornerstones." They are ready
to help people by bringing the gifts of nature into their life to raise the world's pride and
glory." The goal and objective were to integrate science and old Ayurvedic wisdom to
generate scientifically accepted Ayurvedic goods.
This enables Patanjali Ayurved Limited to produce mineral herbal preparations with
consistent consistency levels from batch to batch. This ensures that the customer gets the
same high- quality product no matter where they buy it from. Special equipment required for
the manufacture of sterile products (Bhasma, Ghanstva, Eye Drops, Capsules, etc.) includes
component washing machines, steam sterilizers, membrane filter machines, manufacturing
vessels, mixers, liquid filling machines, powder filling machines, sealing machines, and
labeling machines, depending on the type and scale of the activity, vacuum test chambers,
inspection machines, freeze dryers, pressure vessels, etc. are supplied. Modular Sterilizers are
double-sided with appropriate locking arrangements between the doors.
Company Profile
Date of
January 2006
Establishment
Chairman/Managing
Acharya Balkrishna
Director
Email [email protected]
Website patanjaliayurved.org
Patanjali origin
Baba Ramdev was a little-known yoga instructor in Haridwar in 1995 when he and his close
partner, Acharya Balkrishna, founded Divya Pharmacy to create Ayurvedic and herbal
remedies under the umbrella of Ramdev's mentor, Swami Shankar Dev's, ashram. Because
the
medicines were so popular, Ramdev and Balkrishna decided to branch out. However, because
Divya Pharmacy was registered as a trust, this proved impossible.
Meanwhile, Baba Ramdev's fame grew, allowing him to acquire finances from NRIs like
Sarwan and Sunita Poddar, as well as locals like Govind Agarwal, allowing him to obtain
bank loans. This resulted in the formation of Patanjali Ayurved as a private firm in 2006, to
bring Ayurved in the form of medicines to the public.
They had a tough time in the beginning. They couldn't afford to register Divya Pharmacy
since they didn't have enough money. They gave away the medicines for free for the first
three years, till 1998. Everything is done by them, from purchasing raw ingredients to
grinding and mixing, as they are unable to hire workers due to a lack of funds.
Time passed and slowly it became a notable brand to be distinct from its competitors, and
Patanjali soon established its personality. Patanjali's mantra of low-cost items and 'swadeshi'
are often regarded as the main reasons for its success.
The word "Patanjali" is a compound name of "patta" (meaning to fall, fly) and "añj" (honor,
celebrate, beautiful) or "añjali" (to bow, join the palms). The meaning of Patanjali is 'famous
yoga philosopher' or 'author of the yoga sutras'.
The tagline of Patanjali is "Prakriti ka Aashirwad" which means that it makes use of
Ayurveda (something this is perceived as a healthcare approach) and natural and herbal
substances to create a huge variety of products, therefore superbly depicting a phantasm
withinside the thoughts of the purchaser that the product they may be the use of is certainly a
nature's blessing
Patanjali Products
Patanjali deals in various product categories which includes the following
1. Ayurvedic medicine
2. Consumer goods
3. Healthcare
4. Personal care
5. Cosmetics
6. Cleaning agents
7. Beverages
8. Fashion
9. Foods
Product Prices, the moderate valuation of Patanjali's items is one of the reasons for his
solid infiltration into the Indian market. As Baba Ramdev said, the motivation behind
Patanjali is Upkar and not Vyapar. Patanjali strives to provide high-quality items at a
low cost. How can you sell items at lower prices compared to your competitors?
The organization legitimately sources items from ranchers and cuts middlemen out of
the picture. This allows Patanjali to reduce the procurement costs for raw materials.
Patanjali appreciates an Excluded Commitment status, which is a slap in the face to
other FMCG organizations. Patanjali acquired land at a very limited price. Patanjali
does not hire MBAs to sell his product, he employs a smaller number of experts.
The organization relies on assembling items that customers can purchase without
requiring an extra push to sell the item. No one in this organization receives a crore
salary. The advantage of distributors and retailers is less in Patanjali items compared
to other FMCG items.
Patanjali’s Swadeshi Factor
Patanjali's promotion system fascinates with Make In India campaign to get more attention
from customers. Baba Ramdev's main motive is to replace multinational companies. They
advertise their products by saying that they contain no unsafe synthetic compounds and only
natural pulp. "By purchasing our items you also guarantee that the money you spend stays in
India." The Swadeshi Factor has proven to be a profitable strategy.
Patanjali does not depend on artists or athletes to promote his catalog. Baba Ramdev is a
stabilizing force. He has amassed a huge group of followers through over 20 years of diligent
work around Yoga and Ayurveda. This saves the Indian consumer goods giant a lot of
investment in promotion and advertising. A large number of people from India and abroad
follow this otherworldly teacher. Baba Ramdev accepted this as an open door and pushed for
another range of products under the brand name "Patanjali".
VISION
MISSION
Ayurveda has its roots in ancient times as a health care approach, but people have neglected
it. So Patanjali entered the scene to make India an ideal place for the growth and development
of Ayurveda and a prototype for the rest of the world by raising awareness among the people.
1. High-Quality Perception
Consumers view the perceived quality of most Patanjali items that are driving business
growth (particularly, ghee, chavanprash, toothpaste, and shampoo) to be superior. It's the old
standby. The trial-conversion model states that after a customer tries these things, they are
more likely to buy them (either on recommendation or by self), The majority of them become
enamored with these items.
2. Affordability:
Whether it's FMCG, autos, real estate, or anything else, the Indian market has always been
price sensitive. Patanjali products are known for their low prices and high perceived quality,
making them a popular choice. As a successful combination in which the consumer receives a
product of high perceived quality at a reasonable price, a lower cost than the competition
3. Brand Integrity
Previously, when a buyer purchased a so-called "herbal" product, such as shampoo - he'd find
out it appears to be a mixture of chemicals, such as Silica and Sodium Lauryl Sulphate (SLS),
to which a natural extract has been added. Neem or henna, for example, would be applied.
Patanjali shampoo, on the other hand, is made up entirely of herbs including well-known
Indian herbs such as Reetha and Shikakai, which are considered traditional wisdom in India
for hair care As a result, customers regard Patanjali to be more trustworthy than others.
Patanjali has thousands of specialized retail locations all over India, even in tiny villages. The
chasm between the desire to buy and the actual purchase process The majority of the
merchants are locals who live and die in the area. Patanjali product devotees. The retail
channel is where Patanjali's product line sees the most conversion. A time when a consumer
approaches to buy a product but is sold other products as well with conviction by the retailer.
This confidence/conviction has hugely contributed to consumer loyalty.
Patanjali has a powerful brand representative in Baba Ramdev. He is credited for introducing
Yoga to the United States. With Yoga camps and TV stations like Aastha, India has been at
the forefront in the last decade or so. As a result, has a legion of devoted supporters around
the country, many of whom were among the first to back him. Patanjali product users,
distributors, retailers, and advocates. When you add in the sentiments of helplessness, it's a
recipe for disaster. Swadeshi/Nationalism elevates a brand's image in the eyes of consumers
to a new level.
6. Brand Reputation:
Last but not least, as a result of all of the aforementioned causes, Patanjali customers have
established a strong attachment to the brand. They have unwavering faith in the items they
use. Over time, trust in the brand has grown.
The Most Praised Products of Patanjali in its Initial Days
Patanjali Ayurved, which began as a modest pharmacy a decade ago, has grown into an
FMCG giant. It now seeks to surpass Hindustan Unilever, India's largest consumer goods
corporation, which has been present in the nation for over 80 years.
A key factor behind Patanjali's rise is a few select products that have become immensely
popular with the masses. These products are the most demanded and praised by the
consumers because of their excellent quality and that too at a reasonable price which is:
1. Cow’s Ghee
Patanjali made Rs 1,467 crore from cow's ghee, which is a fragmented industry with
several unorganized businesses. Patanjali is a direct competitor to Amul in the organized
branded ghee business. According to industry analyst Kantar Worldpanel, branded ghee
accounts for around 44% of total market volume. According to Kantar Worldpanel,
Patanjali is the only brand that appears to have a strong presence across zones. It is
followed by Amul, Krishna, Milma, Nandini, and BR in terms of volume share.
The segment brought around Rs 940 crore for Dantkanti toothpaste. According to the
company, its market share was 14 percent at the end of March. Market leader Colgate
Palmolive India Ltd. and Dabur India Ltd. are competitors. According to Colgate
Palmolive's investor presentation, the company's share fell to 55.6 percent in 2016 from
57.4 percent the previous year.
3. Ayurvedicmedicinesnes
Patanjali earned Rs 870 crore in revenue from ayurvedic medicines, nearly four times
compared of its direct rival Dabur India.
4. Shampoo Keshkanti
Patanjali received Rs 825 crore in income from Keshkanti shampoo. With a 45
percent market share in shampoos, Hindustan Unilever is the industry leader. The
personal care area, which includes shampoo and soap brands like Dove, Sunsilk,
Tresemme, and Lux, as well as skincare items like Fair & Lovely and Ponds cream,
brought in Rs 16,304 crore for India's largest consumer goods company.
5. Soap
Patanjali's herbal soap division brought about Rs 574 crore in revenue. HUL, the maker of
Lifebuoy, leads the soap market, followed by competitors such as Nirma, Godrej
Consumer Products, and ITC.
Patanjali’s consumer base and its efforts toward satisfying consumer needs
Patanjali Ayurved Limited has specialized project teams working on Total Quality
Management (TQM) initiatives to make quality a way of life. This ensures batch-to-batch
consistency and that their clients receive the same high-quality items no matter where they
purchase them. All commercial activity strives for customer happiness. It is concerned with
the aspects of behavior and how they influence client purchasing decisions. It's a method for
analyzing consumer requirements. It aids in understanding how customers think about and
perceive the brand and its products. Patanjali Ayurved Limited produces around 900
products, including 45 different types of cosmetics and 30 different types of food, keeping
the requirements and satisfaction of its clients in mind.
Patanjali's major customer base is Baba Ramdev's followers, but what's interesting is how
popular Patanjali products are among non-followers. The rising number of lifestyle-related
health problems, as well as the scandals surrounding big brands such as Nestle's Maggi,
Cadbury's Coco-Cola, and others, have all aided in strengthening the brand's hold on its client
Patanjali Food and Heíbal Paík at Haíidwaí is the numbeí one advent woíkplace of Patanjali Ayuíved.
ľhe enteípíise has an advent íestíiction of ₹35,000 cíoíes ($5.1 billion) and is developing to a íestíiction of
₹60,000 cíoíes via its new eía devices at some spots, togetheí with Noida, Nagpuí, and Indoíe. ľhe
enteípíise intends to installation in additional devices in India and Nepal.
In 2016, the Patanjali Food and Heíbal Paík had been given a full-time safety the fíont of 35 equipped
Centíal Industíial Secuíity Foíce (CISF) commandos. ľhe undeítaking middle can be the 8th non-public
status quo in India to be watched thíough CISF paíamilitaíy foíces. Baba Ramdev is himself a "Z" elegance
píotectee of focal paíamilitaíy foíces. Patanjali Ayuíved píoduces objects withinside the elegance of a
peíson’s attention and food.
ľhe enteípíise makes gíeateí than 2,500 objects, togetheí with foíty-five kinds of coííective objects and 30
soíts of sustenance objects. As indicated thíough Patanjali, all of the objects fabíicated thíough Patanjali aíe
píoduced by the usage of Ayuíveda and featuíe components. Patanjali has moíeoveí píopelled class and
toddleí meíchandise. Patanjali Ayuívedic geneíating depaítment has gíeateí than thíee hundíed pills foí
tíeating a huge scope of diseases and fíame conditions, fíom íegulaí bloodless to ceaseless paíalysis.
Patanjali píopelled Atta noodles on 15 Novembeí 2015. ľhe enteípíise is accounted foí fabíicating
tíaditional clothes like Kuíta, Payjama, and jeans. On fifth Novembeí 2016, Patanjali declaíed that it was
going to install any otheí assembling plant Patanjali Heíbal and Mega Food Paík in Balipaía (Assam) by
contíibuting ₹1,2 hundíed cíoíes ($one hundíed seventy million). It could have an assembling íestíiction of
10 lakh meíchandise each yeaí. ľhe new plant can be the most impoítant woík of Patanjali in India and is
opeíational at the moment. Patanjali as of now has aíound 50 assembling devices in India.
Patanjali Ayuíved Ltd has caííied out a supeí píesence aíound the woíld and at some stage in India in a
totally small time consideíing its inception in 2006. ľhey have extía than 47000 íetail counteís, 3500
distíibutoís, moíe than one waíehouse in 18 states, and píoposed factoíies in 6 states. Futuíe Of Patanjali
Ayuíved - Patanjali Case Study Futuíe Of Patanjali Ayuíved Patanjali is the fastest gíowing oíganization
withinside the Indian FMCG segment, a $50 billion enteípíise as soon as commanded thíough global
behemoths – a semblance of Unileveí, P&G, Nestle, Colgate
- Palmolive, Johnson, and Johnson. Fíom cleaneí and bíead íolls to ghee and noodles, and now appaíel and
footweaí – no indigenous oíganization has fabíicated this soít of well-diffeíentiated object poítfolio. It has
advanced extía than moíe than one instance in píofits withinside the maximum latest 5 yeaís and is an
uníivaled accomplishment in India's FMCG enteípíise. ľhe oíganization centeíed on eaíning of Rs.10,000
cíoíe foí FY 2016-17 and Rs. 20,000 - 25,000 cíoíe in FY 2018. It has a vast offeís channel of extía than
5000 meíchants, 15,000 stoíes, and one hundíed ubeí bazaaís. Also, it has tied up with íetail chains like
Futuíe Gíoup, Reliance Retail, Hypeí City, and Staí Bazaaí. ľhe ongoing declaíations of Rs. 1, six hundíed
cíoíe sustenance paík in Noida and Rs. 1,2 hundíed cíoíe intíoduction woíkplace in Assam highlight the
thíill aíound Patanjali's píepaíations to show off the oíganization’s heaíty extension plan. With a boom
chaíge of 130%, the Patanjali Gíoup is making plans to make a foíay into main inteínational maíkets. As
the institution is alíeady found in maíkets just like the US, Canada, the UK, Russia, Dubai, and a few Euíopean
countíies, it's miles inclined to unfold its wings wideí and faítheí.
Patanjali Swot Analysis
Strengths
- Innovative & Safe Products - Since Patanjali's products are all-natural, there is a
higher demand for them. In addition, they have a track record of developing novel
items to meet the demands of customers.
- Strong Distribution Network - Patanjali has a significant distribution network across
the nation that reaches both urban and rural regions, enabling it to serve a wider
customer base.
- Image of Trust - Thanks to the social standing of Baba Ramdev and Acharya
Balkrishna, Patanjali has a high level of customer trust. This reputation helps the
business service customers more effectively.
- Social Responsibility - By providing free Chikitsalayas, hospitals, and other social
services throughout the years, Baba Ramdev and Acharya Balkrishna have improved
Patanjali's reputation among its customers, enabling them to continue to succeed.
- Initiatives for Make in India and Swadeshi - The business has consistently encouraged
the usage of Desi goods. This has been a key component of their marketing plan, and
it
has paid off for them as well. Their less expensive items have been the cherry on top,
supporting these endeavors even more.
Weaknesses
- Concentration in North and West India- The majority of Patanjali's stores are located
in North and West India. Given how well-liked Patanjali's goods are across the board,
the lack of stores in eastern and southern India might hurt the business as they are
essentially leaving half of the country untapped. The corporation can seize more
prospects in the future if it can solve the issue and offer more items there.
- Fewer Promotions - Although this could seem like a positive right now, in the long
term, fewer promotions will hurt the company's marketing. It's past time for Patanjali
to start thinking about stepping up its marketing efforts.
- Easy Access to Alternatives - This is nothing new, as many young businesses struggle
with the issue of knockoffs of their goods on the market. Although ineffective, these
knockoffs are frequently less expensive than genuine goods, which hurts sales for the
company.
- No Clinical Approval - Because Patanjali Products are exclusively Ayurvedic and are
solely examined in their laboratories, they do not bear the designation "Clinically
Approved." If a competitor gave it too much attention, this may ultimately lead to the
company's demise.
-
Opportunities
- An inclination for herbal and natural remedies - People are relying more on natural
and herbal products these days since they are safe. This provides Patanjali with a wide
range of projects to work on.
- Untapped Markets - Patanjali still has a lot of untapped markets to seize even though
it distributes to a sizable portion of India. This mostly refers to the home markets in
Southern and Eastern India.
- Changing Lifestyles - Adapting to New Lifestyles Nowadays' busy lifestyles force
individuals to work harder to stay in shape, and there is no better way to achieve so
than with natural goods. And Patanjali may benefit from this reality by growing even
further.
- Baba Ramdev is well-known outside of India as well, and Patanjali may capitalize on
this to grow their market internationally by exporting more products with time. This
will help them explore more untapped resources of revenue.
Threats
- Controversial Products - People may be hesitant to use some Patanjali products
because of the controversy surrounding them. This can damage the company's
initially positive reputation.
- Threat of Global Competition: As the brand grows and expands internationally, it will
have to compete with more established, global brands. They will need a more
effective and powerful plan at their disposal to compete with them.
- Political Indulgence - Baba Ramdev frequently appears on various political stages to
deliver remarks. Patanjali may be impacted by this indirect indulgence even not
actively participating in politics. One incorrect or contentious comment might damage
the brand's reputation and image.
Reason Behind Patanjali’s Downfall in 2018
Following are some estimated reasons which may have negatively impacted the company’s
growth:
1. Neglecting Competition
Patanjali was the forerunner of natural and organic items in the Indian market, which
contributed to its enormous success.
Following Patanjali's success and the potential of the organic product sector, other firms,
especially multinationals, began developing their variety of natural and herbal products.
As a result, Patanjali quickly faced increasing competition from a slew of rivals, negatively
impacting its sales.
2. Inadequate Innovation
Businesses that refuse to evolve with the times will inevitably fail. In today's competitive
industry, refurbishment is essential for maintaining your brand's position and driving sales.
Another factor for Patanjali's fall in turnover was the company's failure to adjust to the GST
regime and create infrastructure and supply chain promptly.
3. Management Failure
Following a surge in consumer appeal, Patanjali expanded beyond FMCG into a variety of
other industries. With such rapid development, it became tough to manage all business
verticals while maintaining quality. As a result, numerous quality difficulties arose, resulting
in a drop in sales. Patanjali's failure to meet consumer expectations resulted in the loss of its
brand standing among consumers.
The corporation chose several distributors for various business verticals such as staples,
personal care, and biscuits, among others, which caused service standards to suffer.
4. Inadequate Advertising
Roy, Lath, and Sharma (2015) believe that solid progression and new things
pipeline, evaluating discounts to partners, ayurvedic and regular recommendations
with low A&P spends, and creating indigenous credit are all important.
Patanjali's ideas are on the right track, but appointments and stockouts remain critical.
Ali, M.I., and Yadav, M. (2015) conducted a study to learn about customer attitudes
regarding herbal goods. The study aimed to learn the reasons for consuming various
herbal products. They also determined that all customers had a good attitude toward
herbal items and had no adverse effects.
Khanna R. (2015) researched how Patanjali items are perceived by consumers. The
aforementioned study's goals were to
learn about the opinions and satisfaction levels and characteristics of the consumer
about Patanjali goods.
Researchers Ajeet Kumar and Ahujain (2017) looked at certain variables that
affect consumers' purchasing decisions. They discovered a strong correlation
between the
level of happiness and several demographic parameters, including age, gender, marital
status, income, and occupation.\
According to S Anupriya (2017), her study "A study on consumer's preference and
perception towards Patanjali products" examined how well customers perceive and
value Ayurvedic items and how fairly priced they are. They have no negative effects
and are readily available.
Md. Irshad Ali and Manmohan Yadav (2015) discovered that as customers become
more aware of the negative consequences caused by chemical products, they are
turning to natural and ayurvedic items.
Preeti Pillai and Dr. S. O. Junare (2016) examined the fact that consumers do not
favor eco-friendly products because eco-friendly products are more expensive.
Eva Muller (1954), barely one-ourth of the buyers in her sample made purchases
after exercising any real thought. The basic query of how consumer preferences for
products and brands are developed is ignored by the Marshallian approach.
Kotler, Keller, Koshy, and Jha (2014), the global herbal industry is currently worth
$6.2 billion and is expected to reach $5 trillion by the year 2050. In marketing,
perceptions are more significant than reality since they have an impact on customers'
actual behavior. Diverse persons have different perceptions of items or events.
According to Sinha and Singh (2015) in their article "Growing Herbal Cosmetics
Indian Market," there is rivalry in the Indian cosmetics market between national and
foreign brands as well as between herbal and chemical products. The younger
population, particularly women, has an increasing preference for and attraction to
natural goods.
Jignesh Valand and Anand. Parikshit Kelkar (2018) Perception of Patanjali Tooth
Paste in Anand City, according to their study. The consumer is the focal element of
the market nowadays, according to Patanjali offers a large selection of toothpaste
options. primarily the descriptive study concentrating on understanding consumer
preferences for the Patanjali brand and Patanjali's positioning People's perceptions of
brands (who utilize a product or service) and the determining factors for products
in terms of toothpaste, the consumer.
Sardar (2016) identified the decade with a turnover that was bigger than what many
businesses were able to achieve throughout several decades. to look into Patanjali
Ayurved Limited's motivations. The case study, which enters the FMCG industry,
attempts to examine Patanjali Ayurved Limited's rivalry.
Satheesh and Rahul (2016) researched consumers' preferences for Patanjali goods.
The results of the study show that Patanjali goods are used by respondents who are
customers between the ages of 15 and 45. According to research, women between the
ages of 15 and 25 prefer cosmetics. Along with Ayurveda and herbal remedies, the
price has grown to be an important consideration.
Chapter 3- Research Methodology
The development of electronic media and the internet has made secondary data sources more
widely available. Below are some of these sources highlighted:
Books- One of the oldest methods of data collection is through books. There are books
available now on any subject you can imagine. To do research, all you need to do is seek a
book on the subject and choose it from the library's selection of resources.
Printed Materials- For many study areas, a range of published sources are accessible. The
author and publishing firm has a significant impact on the veracity of the data derived from
these sources. Depending on the situation, published sources might be either printed or
digital. Depending on the discretion of the author and publishing house, they could be
compensated or free.
Private, unpublished sources- Compared to published sources, this could not be simply
accessible and immediately available. Only if the researcher shares them with another
researcher who isn't permitted to share them with a third party do they become available.
Journal- In terms of data collecting nowadays, journals are quickly overtaking books in
importance. This is so that they can provide up-to-date information as journals are frequently
updated with new articles. Additionally, when it comes to research, journals are typically
more explicit. A book can simply be named "Secondary data collection," or a magazine might
be devoted to "Secondary data gathering for quantitative data."
Blogs- One of the most popular internet data sources is blogs, which may even be less
reliable than web pages. Nowadays, almost everyone has a blog, and many people use them
to promote their websites or generate income from paid advertisements.
Chapter 4 Results & Discussion
Research Insights
With this research by now, we can say that the reason Patanjali was able to
establish its brand name quite rapidly is because of the consumer support it got.
With its honesty towards providing genuinely natural products without much
difference in price as compared to chemical-based products, Patanjali earned the
faith of consumers which resulted in its huge success.
The following factors contribute to Patanjali's success: marketing plan; product
quality; Ayurveda; Affordability; and Swadeshi factor. The business is well
knowledgeable about the marketing strategy. They are aware of how to win over
the Indian populace and market.
When the trust first began, it had fewer employees and less cash. Balkrishna and
Baba Ramdev created the product on their own and distribute free samples. Later,
the product gains popularity since Ayurveda has no negative side effects, its price
is affordable, and it produces good results. Later, Patanjali develops into a well-
known brand, and people adore its goods. Because they don't want to establish a
brand in corporate culture, the brand didn't employ any MBA candidates or any
experienced individuals for their organization They attempt to provide a spiritual
element to a brand. Therefore, rather than hiring an MBA, they chose to hire a
person who has a master's degree in ayurvedic science. This is the primary factor
behind getting great results quickly.
Another significant choice made by the company for their brand ambassador.
They chose not to use a major name or a movie star to promote their goods.
They select Ram Dev Baba to represent their brand. Given that Ramdev Baba was
a yoga guru and since their health practices are well known all over the world, he
gave yoga a global reputation
Like every company expanding in the market, Patanjali has encountered
difficulties and conflicts throughout time. Over time, many people have expressed
concern about the brand's meticulous expansion and significant expenditures.
But in response to this, Acharya Balkrishna has always stated that because of their
phenomenal development, banks are more than happy to extend loans to them and
that they get a significant amount of money in charitable donations. He also
claims that he has no problems disclosing financial information to anyone because
neither
of these Yog Gurus spends any money on luxury and instead lives a very basic life
in their Ashrama.
The above Pie chart shows that Patanjali has the highest demand with 36.6% followed by
Dabur with 33.03%, Zhandu and Himalaya have 10.73% and 17.85% of demand, and others
have 1.79% of demand.
Ramdev Baba aimed to double its turnover and struggled to meet the demand for its products.
Patanjali‟s demand relies mainly on its affordability which accounts for 37.77% .Patanjali‟s demand
can be rendered by its side effects and low availability. Quality is the second reason for the increase
in Patanjali‟s demand.
Patanjali Ayurved goes with the Slogan “Prakriti ka Ashirwad”. Patanjali Ayurved
developed the requisite fame and popularity among people because of the globally
recognized Yoga Guru, Baba Ramdev. The advertising and promotions were on air on
four networks including HT Media Ltd‟s Fever 104 FM and Radio Nasha
Entertainment Network India Ltd‟s Radio Mirchi, Reliance Broadcast Network Ltd‟s
92.7 Big FM, and Music Broadcast Ltd‟s Radio City 91.1. HT Media was the
publisher of Mint and Hindustan Times.” The level of awareness of Patanjali via T.V
was the highest whereas that of the poster was the least. The promotion of different
brands by various media was low as compared to Patanjali.
Factors impacting consumer perception towards purchasing Patanjali products
We can see that reasonable price 53.3% of the says price is the factor that impacts
consumer’s preference towards Patanjali products moreover swadeshi is the factor
which is impacting consumers 63.3%.
Types of products the consumer purchases
The above table shows consumer product preferences out of 60 respondents, 65% of
them said they preferred food, 61% said they preferred cosmetics, 41% said they
preferred ayurvedic items, and 26% said they preferred detergents. People who
responded have expressed interest in Patanjali's food and beauty goods.
Types of products consumers are expecting in future
The table shows what products people might expect from Patanjali shortly. 45 percent of
respondents said they are highly interested in cooking oil from Patanjali, 40 percent said
they want rice and garments from Patanjali, 35 percent said they prefer Patanjali dried
fruits, and 20 percent said they prefer perfumes. Here again, people are expressing
confidence in Patanjali's product quality and are anticipating rice and oil, which are the
main ingredients in Indian kitchens.
The above Table shows the reason consumers prefer Patanjali goods. The majority of respondents,
63.3 percent, believe that Patanjali products are healthy, 56.6 percent say they believe in the quality,
20 percent prefer them because they are swadeshi, and 20 percent have faith in Patanjali.
Additionally, 65 percent of respondents believe that Patanjali's prices are lower than those of other
similar products.
According to the data, the majority of clients have heard about the product from advertisements,
and they are happy with its quality and cost. The product was chosen by all of the chosen
respondents because it was chemical-free. The outcome so demonstrates that Patanjali's products
are well-liked by its customers.
Questionnaire & Responses
The most used product category of Patanjali
products is among the respondents is Dental care
and Skin care.
The topic of the study was Consumer Perception towards Patanjali Products and the objective
of the study was to understand the consumer point of view towards Patanjali products and to
research how Patanjali was able to gain such a wide range of consumers.
The study's results indicate that several important elements contribute to the purchase of a
product. Customers' opinions of a brand are mostly based on the advantages they seek and the
good value they feel they received in exchange for their money. In the survey mentioned
above, many of the users expressed satisfaction with Patanjali goods. It can be a result of the
product's affordable pricing. It can be because the product can solve the issue. Customer
retention is influenced by satisfaction. Due to the spirituality component included in its
products, Patanjali has a competitive advantage in the market. However, it should not be
ignored that still there are competitors like Naturals, Pure Roots, and Vindhya Herbals are
resent in the market. Before any other brand can emerge and take the advantage of spiritual
marketing, Patanjali must live up to its promises to keep more consumers and please them.
It's important to note that a lot of people are purchasing Patanjali goods because of their high
hedonistic value. As a result, Patanjali (unlike its rivals) is drawing brand-loyal customers
rather than those who are price- sensitive.
The consumers of Patanjali are in such a wide range as it is not only gaining new customers
but is also retaining the old customers with help of consistently meeting the trust of the
consumers. These consumers are focused more on the quality and the problem-solving factor
of the products rather than the price factor as they usually consumers does, this is because
Patanjali is focusing on solving the health-related issues as well as providing better healthier
alternatives for the daily use products, and the products are very much satisfying when it
comes to much healthier options as there are no mixing of chemicals like usual products
have, this has built a trustworthy brand image of Patanjali in the hearts of customers which is
the reason why people even buy its products even when prices would have increased a bit as
the quality of the product is always assured to be trustful.
The desire for a healthy life is a dream of all people on the planet. As customers have shifted
to herbal and ayurvedic products due to their awareness of the negative effects of chemical
products, research has been conducted to determine how consumers see Patanjali products in
this context. According to the research, Patanjali's unusual marketing strategies have caused
headaches for many marketers. In a relatively short period, it brought about a revolution in
the industry and disrupted the whole FMCG sector. The study's findings indicate that several
important elements contribute to the choice to buy a product. A significant number of
customers in the aforementioned survey expressed satisfaction with Patanjali products, which
may be attributed to the product’s capacity to meet consumer demands and so customer
retention is a result of satisfaction that came not only from the price affordability of these
products but also how they satisfy health-related problems in a short time span. Another big
reason Patanjali made its place in the market so quickly was because of its ayurvedic and
natural product characteristics supported by Baba Ramdev who is their brand ambassador
known for being a proponent of Yoga and ayurveda in India trusted by several people.
Even though the firm does not make things that are ideal in every way, the majority of
Patanjali consumers are quite happy with the products they use, according to survey results.
Users have a generally positive opinion of the brand and its items. Many customers would
even suggest Patanjali goods to their family and friends since they are pleased and satisfied
with them after using them.
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