Project Title: Perception of Customer Towards Patanjali Products

G.
S College Of Commerce and Economics
Project Title
Perception of Customer towards Patanjali products
Affiliated to
Rashtrasant Tukadoji Maharaj Nagpur
University, Nagpur
In partial fulfillment for the award of the degree of
Master of Business Administration
Submitted by
Dilsha Nair
Under the Guidance of
Dr . Archana Dadhe
Department of Management Sciences and Research,

G.S. College of Commerce & Economics, Nagpur
NAAC Re-Accredited “A” Grade Autonomous Institution
Academic Year 2020-21
Academic Year 2020-21 Dilsha Nair 1

G.S College Of Commerce and Economics
G.S. College Of Commerce & Economics, Nagpur
CERTIFICATE
This is to certify that “Dilsha Nair“ has submitted the project report titled
“Perception of customers towards Patanjali products ’’, towards partial
fulfillment of MASTER OF BUSINESS ADMINISTRATION degree examination.
This has not been submitted for any other examination and does not form part
of any other course undergone by the candidate.
It is further certified that she has ingeniously completed her project as
prescribed by G. S. COLLEGE OF COMMERCE & ECONOMICS, NAGPUR (NAAC
Reaccredited “A” Grade Autonomous Institution) affiliated to Rashtrasant
Tukadoji Maharaj Nagpur University, Nagpur.
Dr. Archana Dadhe Dr. Geeta Naidu

(Project Guide) (Co-ordinator)
Place: Nagpur
Date: 15/07/2021

G. S. College Of Commerce & Economics, Nagpur
DECLARATION
I here-by declare that the project with title “ Perception of Customer
towards Patanjali products ” has been completed by me in partial
fulfillment of MASTER OF BUSINESS ADMINISTRATION degree examination as
prescribed by G. S. COLLEGE OF COMMERCE & ECONOMICS, NAGPUR (NAAC
Reaccredited “A” Grade Autonomous Institution) affiliated to Rashtrasant
Tukadoji Maharaj Nagpur University, Nagpur and this has not been submitted for
any other examination and does not form the part of any other course
undertaken by me.
Dilsha Nair
Place: Nagpur
Date: 15/07/2021

G.S. College Of Commerce & Economics, Nagpur
ACKNOWLEDGEMENT
With immense pride and sense of gratitude, I take this golden

opportunity to express my sincere regards to Dr. N.Y. Khandait, Principal,
G. S. College of Commerce & Economics, Nagpur.
I am extremely thankful to my Project Guide Dr. Archana Dadhe for her
guideline throughout the project. I tender my sincere regards to Co-
ordinator, Dr. Geeta Naidu for giving me guidance, suggestions and
invaluable encouragement which helped me in the completion of the
project.
I will fail in my duty if I do not thank the Non-Teaching staff of the college
for their Co-operation.
I would like to thank all those who helped me in making this project
complete and successful.
Dilsha Nair
Place:Nagpur
Date:15/07/2021

Executive Summary
The main aim of this research is to find the consumer perception regarding the Patanjali
brand through a survey in the city of Nagpur . The study brought out the various
factors as being the most important in affecting the decision to purchase Patanjali
products such as: communication strategy, product quality, pricing and brand image of
Baba Ramdev and consumer awareness about the products. The choice of a particular
brand by the consumer over the time is mainly affected by the quality and benefits
offered by the brand especially when it comes to the brand of eatables and cosmetics
products. Consumer satisfaction is derived by comparing the actual performance with
the expected performance of the product after usage. Perceptions are highly subjective
and thus can easily distort. The confusion of buying and not buying continues into our
mind unless our decision is not supported by many. Thus, in order to survive in the
country like India, brands need to be positioned in the minds of people. This project
work report about Customer Perception towards Patanjali Ayurvedic Product has
shown vast growth in economic conditions and branches are adding day by day. Some
issues and problems were addressed through questionnaires and to some extent helped
to fulfil its objectives and research questions. This research was carried out by keeping
in mind the significance of the study. The variables were of products, quality of
products, location of products, variety of products .This research used research
approach (qualitative and quantitative ) .Causal comparative research design and
descriptive research design were used. 100 samples were taken randomly to find the
result. Primary source were used and these were collected via standard questionnaire
(descriptive, multiple choice and likert scale) were used.

Department of Management Sciences and Research,

G.S. College of Commerce & Economics, Nagpur
NAAC Re-Accredited “A” Grade Autonomous Institution
Academic Year 2020-21
INDEX
Sr. No. PARTICULARS Page. No.
Introduction
1. • Subject - Marketing 7-19
• Topic of thesis- Customer perceptions and satisfaction
2. About the Organisation 20-29
Research methodology
• Relevance of study
• Need of study
• Objectives of study
3. 30-40
• Scope of study
• Hypotheses
• Research Design
• Limitations of study
4. Theoretical review 41-42
5. Literature Review 43-45
6. Data Analysis & Interpretation 46-66
7. Conclusions & Suggestions 67-69
8. References 70-71
9. Annexure ( questionnaire) 72-76

Chapter 1 –
Introduction

India is known to be a hub of Herbal brands and Ayurveda as the herbal products
are deeply associated with the spiritual sentiments of the people. One of the study
of WHO (World Health Organization) shows that near about 82% of the world
population depends upon the natural products rather than the other medicines due
to their high cost and side effects. Given a much header array of product choices
offered in the current market and the marketing efforts, consumers often presume
a favourite brand to facilitate their product decision. A brand includes a name,
symbol, design, experience that help consumers identify products, services, or
differentiate offerings among competitors . According to Keller's (2001) more
recent conceptual framework compared positive feelings lead to favourable
responses towards a brand such as attitudinal attachment and behavioural loyalty
.Similarly, recent study in branding has argued that an emotional hand experience
is important to foster brand loyalty and purchase intentions has hated the
importance of building deep emotional connections with personal augment built
brand loyalty. In Indian scenario, perceptions about a particular brand are
important because Indian customers rely on the perception of their near and dear
ones before actually buying or using the product. The perceptions of the people
around us affect our decision to buy or not to buy the product. Perceptions are
highly subjective and easily distorted.

Brand Image
Kotler (2001) defined image as ,the set of beliefs, ideas, and impression that
a person holds regarding an object. So when we talk about brand image, it is
about the mental representation of the brand based on
individual consumer's beliefs, ideas and impression.

Brand image conveys emotional value and not just a mental image. Brand image is
nothing but an organization’s character. It is an accumulation of contact and
observation by people external to an organization. It should highlight an
organization’s mission and vision to all. The main elements of positive brand image
are- unique logo reflecting organization’s image, slogan describing organization’s
business in brief and brand identifier supporting the key values. Brand image develops
and conveys the product’s character in a unique manner different from its
competitor’s image. The brand image consists of various associations in consumers’
mind - attributes, benefits and attributes. Brand attributes are the functional and
mental connections with the brand that the customers have. They can be specific or
conceptual. Benefits are the rationale for the purchase decision. There are three types
of benefits: Functional benefits - what do you do better (than others ),emotional
benefits - how do you make me feel better (than others), and rational benefits/support
- why do I believe you(more than others). Brand attributes are consumers overall
assessment of a brand. The idea behind brand image is that the consumer is not
purchasing just the product/service but also the image associated with that
product/service. Brand images should be positive, unique and instant. Brand images
can be strengthened using brand communications like advertising, packaging, word of
mouth publicity, other promotional tools, etc.

Brand Loyalty
Brand loyalty can be defined as the extent of consumer faithfulness towards a
specific brand and this faithfulness is expressed through repeat purchases and other
positive behaviours such as word of mouth advocacy, irrespective of the marketing
pressures generated by the other competing brands (Kotler & Keller, 2006)
• Brand loyalty is demonstrated by repeat purchases of a product even when the
consumer has choices of competing alternatives.
• Marketing campaigns are designed to nurture brand loyalty.
• Brand loyalty can evaporate when consumer trends change, but the product
doesn't.
• Brand loyal customers commit to a brand without respect to price.
• Although the internet presents many choices, it also provides a new
opportunity for companies to enhance their image and build meaningful
relationships with customers.

Brand perception
Customers, not companies, own brand perception. Brand perception is what
customers believe a product or service represents, not what the company owning the
brand says it does. Brand perception comes from customer use, experience,
functionality, reputation and word of mouth recommendation - on social media
channels as well as face to face . A brand is more than just the sum of its products. It
has its own, carefully-crafted personality that represents its parent company's vision,
mission or culture. So it's not surprising that the brand as a personality jibes with
customers on a personal level - a mental impression, or perception. A customer
mentally processes sensory messages from a brand to create their own perception, and
marketers take full advantage by exposing it to all our senses:

Measuring brand perception :
• Setting up Google alerts to track online mentions.
• Reading online reviews.
• Social listening, which means monitoring social media comments,
hashtags, and other mentions.
• Measuring metrics for pay-per-click brand search and dwell time.

Overall, companies need to work hard to measure brand perception. A brand owner
must measure the brand from the outside to truly understand how people view it.
To do so, companies can try a variety of methods to gauge brand perception:
• Track metrics in your target audience around your brand.
• Use custom research among primary and secondary target audiences.
• Conduct a brand audit on your company's brand perception against that of
your leading competitors.
Track customer sentiment through each stage of the purchase cycle, including
information search, product evaluation, comparison research, buying decision, and
post-buying feelings. Brand perception is a critical part of your company's marketing
effectiveness. Getting a handle on it and putting your resources into knowing how to
use it will help your company better plan its marketing campaigns.

• Price - Customers have a high probability of favouring a product or
service that is economically priced.
• Quality - If the product completely satisfies a customer then it
enhances his/her perception towards it.
• Packaging and branding - These significantly affect customer
perceptions depending on how the product is presented during
purchasing.
• Reputation - Reputation of product develops over time and depends
on the experience with the product and intensive marketing
campaigns that raise the status and brand identity. This determines
customer's product perceptions.

Customer Perception
What is Customer Perception?
Customer perception is the customer's overall opinion, thought, awareness
and feelings about a company and its product and service offerings.
Customer perception is also referred to as Consumer perception. Customer
perception refers to the process by which a customer selects, organizes, and
interprets information/stimuli inputs to create a meaningful picture of the
brand or the product.

Stages of Customer Perception
Customer Perception is a three stage process that translates raw stimuli into
meaningful information.
Each individual interprets the meaning of stimulus in a manner consistent
with his/her own unique biases, needs and expectations. Three stages of
perception are exposure, attention and interpretation.

Importance of Customer Perception
Customer Perception is very important for companies or brands as it tells
them how their potential customers think about them. It is very important
because if the customer form a negative perception then no amount of work
on brand or product will improve sales. The companies need to know at all
times how customer perceive them so as to tweak the positioning or offers to
make sure that the brand image and identity are in sync. Also, it is very
important as many a times the customer perception stays for a long time in
the minds of the consumers and sometimes it can be permanent as well.
Initial Customer Perceptions needs to be positive as that will lead to the
future scope of the brand. The negative image of the brand affects the overall
customer perception affecting the bottom line. The customer perception can
be improved by following the customer perception cycle. Customer
Perception is equally valid in pre-sales as well as after-sales customer
journey. Sometimes poor customer service after the sales can affect the
perception and cause reduced repeat business. Ineffective sales and
marketing can cause negative perception even before sale is made. Managing
Customer Perception is one of the most critical tasks for a company looking
to launch and maintain a big brand.

Creating & Improving Customer Perception
Creating customer perception is a careful process which is conducted with

customers to create the desired customer perception.
1. Customer Survey.
2. Response Analysis and Customer Journey Mapping.
3. Formulation of tactics to create perception.
4. Reach to Customers with redefined Messaging.

Chapter 2-
Company profile

Outline
Company
Type Private
Founded 2006
Founder Balkrishna , Ramdev
Headquarters Haridwar ,India
Area served • Worldwide
• Indian Subcontinent
• Middle East
Revenue ₹30,000 crore (US$4.02 billion) (FY 2021 )
Net Income ₹590 crore (US$80 million) (FY 2021)
Total Assets ₹4,345 crore (US$590 million) (2019)
Owner Balkrishna (99.4%)
Number of 2,00,000 (2011–12)

employees
Website www.patanjaliayurved.org

History
Patanjali Ayurved Kendra Ltd was founded by Swami Ramdev and Acharya
Balakrishna on September 27th, 2007. It started its operation in Katmandu,
Nepal to provide holistic, natural and effective ayurvedic treatment. Patanjali
Ayurved Limited (PAL) has three manufacturing units at Haridwar,
Uttarakhand with its registered office in New Delhi. The initial project of
Ramdev was his Patanjali Yogpeeth and since its inauguration in 2006, it has
been labelled as one of the largest centres for research on yoga and ayurveda
in the world. Balkrishna owns 94% of the company and the remaining is
dispersed among other individuals. As of May 2021. According to CLSA
and HSBC, Patanjali was the fastest growing FMCG company in India in
2016. It was valued at $3,000 crore (equivalent to 35 billion or US$490
million in 2019) .Patanjali declared its annual turnover of the year 2016-17 to
be estimated at ₹10,216 crore . According to a report by India Infoline (IIFL),
at least 13 listed companies would be affected by Patanjali's success
including Colgate, Dabur, ITC, and Godrej Consumer.

Manufacturing Facility and Production
The central government and Patanjali had invested INR ~million and INR
million respectively, in the Food and Herbal Park at Haridwar. It has been
estimated that - individuals will get direct employment and two lakh people
will benefit indirectly from the park. The park will produce agricultural
products, products related to nature and products related to herbs and plants.
The food park has the current capacity to produce tons per month of food and
supplements, tons per month of juices and candies, - tons per month of
cosmetics and herbal products. It requires 1.72 lakh metric tons per year of
raw material as an input. As part of the company's future strategy to increase
supply and target a larger customer base, PAL plans to set up manufacturing
units in each state with an investment of INR 500 million to INR 1,000
million.

Competitive analysis
Patanjali is leading over its competitors due to following reasons :
• Innovation - Patanjali being a major competitor, FMCG companies are
expected to introduce innovative Herbal and Ayurvedic products over the
forecast period.
• Pricing - Patanjali sells its product at a lower price to meet consumer
demands. Patanjali is able to sell its best quality product at a price which is
10% to 30% less than its competitors who spend 12% to 18% on advertising
and promotion.
• Brand Marketing - Patanjali has given a tough competition to some of the
FMCG majors in the area of hair care, oral care and OTC products across its
brand portfolio through impressive brand marketing by Baba Ramdev.

Market for Patanjali Products
PAL, which started as a small pharmacy, has expanded to sell the full range
of consumer categories, from edible oils, biscuits and noodles to toothpaste,
hair, skin care products and groceries. The revenue from the sale of PAL
products increased from INR million in FY'2010 to INR ~ million in
FY'2015, achieving a CAGR of 65.7% during the same period. Some of the
main products of Patanjali are Patanjali Moisturizer Cream, Patanjali Multani
Mitti Face Pack, Patanjali Aloe Vera Juice, Patanjali Yoga Sutra, Patanjali
Coconut Hair Wash, Patanjali Sheetal oil, Patanjali Sunscreen, Patanjali Aloe
Vera apricot Face Scrub, Patanjali Anti-wrinkle Cream, and Patanjali Drishti
Eye drop. New launches of Patanjali include Patanjali Noodles, Dant Kanti
Advance, and Sugar free Chyawanprash, Power Vita, Seabuckthorn dietary
supplement and powdered hair dye. Other than the products related to
lifestyle and health, the company has plans to touch every consumer
category.

Competitor's innovative products to survive in Competitive Market
Since Patanjali has come up with many of the new products so consumer
companies have also improvised in innovation in the ayurvedic as well as
herbal products.
• Companies like Colgate launched Vedshakti toothpaste and L'Oreal
introduced a new product with the natural ingredient in hair care range under
Garnier Ultra Blends.
• Godrej Consumer launched neem mosquito oil, a crème hair color that has
coconut oil and new variants in natural soaps.
• Hindustan Unilever (HUL) launched hair care products like Ayush
antidandruff neem shampoo, Ayush antidandruff neem conditioner, and skin
care products like Ayush saffron face cream and pain balms on e-commerce
platforms under Ayush Therapy.

PRODUCT LINE

Recent advancements in Patanjali Ayurveda:
1. In April 2016, Private sector banks such as ICICI and HDFC started
providing loans to Patanjali Ayurvedic Limited to increase its production
facility in 2017. It is expected that its day to day production will reach up to
2,000 at the end of the financial year 2017.
2. Many industries are showing their interest to sign a marketing deal with
Patanjali Ayurvedic Limited. This deal will add to the total fiscal revenue of
the company.
3. Patanjali tied with Future group to increase their product penetration, in
addition to this, the company also started selling their products through an e-
commerce website.
4. Patanjali lists around 30 pipeline products, which will directly show the
positive impact on the company fiscal results and it is expected that these
products will come in the end of 2017.

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 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 $10,000 crore revenue in 2016-
17, after-sales grew 150% in the previous financial year to ₹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. In India's fast moving consumer goods (FMCG)
sector Patanjali Ayurvedic Limited is the most promising, valuable brand
witnessing an exponential growth rate. In the fiscal year 2016, when
competitors such as Hindustan Unilever, Dabur, ITC, Colgate-Palmolive, and
Procter & gamble were struggling to hold the double-digit growth rate,
Patanjali Ayurveda showed the annual growth of more than 100 percent in
product portfolios such as personal care, food and beverages, and Ayurvedic.

Chapter -3
Research Methodology

RELEVANCE OF STUDY
Most of the people are influenced by the Ayurvedic medication of Patanjali
product. There is light competition in Indian Cosmetic industry and there are
different players in Indian Cosmetic market. Now different trends are
available at differences and guidelines in the market. Hence a study is
conducted for examining the influence of Patanjali Cosmetic products among
people.

NEED OF THE STUDY
There is an individual who pays some amount of money for the thing
required to consume goods and services . Consumers play a vital role in the
market. The satisfied consumer are the one who creates value to the
company hence this research focuses on the factors influencing consumers to
purchase Patanjali products.
This study will reveal the different aspects of consumer's perception
regarding the product quality, range, availability, and advertisement of the
products. The need for the study is very essential as the competition in the
Ayurvedic and herbal products in ever increasing. Competitors are mainly
struggling to shut down the market by capturing its market share. Today
scenario is such that the competitors are coming up with sales promotion and
incentives to compete with Patanjali Brand.

OBJECTIVE OF THE STUDY
1) To study the brand perception of Patanjali in the minds of consumers.
2) To study the satisfaction level of consumers after using Patanjali products.
3) To study the attributes that a consumer keeps in mind while buying
Patanjali products.
4) To know various types of Patanjali products preferred by customers.

SCOPE OF THE STUDY:
This research focused on respondents of Nagpur. The research provided
fruitful information about Patanjali's product line users and brand perception
they have about Patanjali.

Hypothesis Statement
H0-The Perception of Customer towards Patanjali products in not quite
positive.
H1-The Perception of Customs towards Patanjali product is quite positive.

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) and sub type. 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 fresh 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
source. 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 consist of individuals.
Sampling size – It plays an important role in the research. Samples are
representatives of the whole population. This refers to the number 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
constraints. Attempts have been made to see that samples are chosen from
different strata.
Sampling method - 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.

Data collection method:
Data collection method 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 to collect the data.
Data analysis and 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 chart:
Charts make easy to understand. Therefore I have used pie chart to present
the data.

LIMITATION OF THE STUDY:
• Limited number of respondents.
• Time limitation for compelling the project.
• The data obtained in some cases may be based.
• Difficulties 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 based on sampling method it does not disclose the
charter of entire customer.
• Products unavailability for the consumer in the market is one of the
biggest limitation for Patanjali products.

Chapter 4 –
Theoretical review

Assimilation theory of based on Festinger's (1957) dissonance theory
dissonance theory points that consumers make some kind of cognate
comparison between expectation about product and the perceived product
performance.
According to Anderson (1973) customers seek to avoid dissonance by
adjusting perceptions about a given period of bring it make in line with
expectations
The study on the relationship between customer satisfaction, services quality
and service loyalty in concluded that customer satisfaction plays a mediator
role in the effect of service.
Theoretical Framework:
Price
Loyalty
ion Location
Customer
Satisfaction
lity Quality
Variety
Dependent variable Independent Variable

Chapter 5-
Literature Review

S Anupriya (2017):
This paper focused on the fact that consumer satisfactions is derived when
the comparison is made between the actual performance of the product with
the performance expected out of the product.
Ajeet Kumar & Anshu Ahuja(2017):
They studied the factors affecting consumer behaviour towards Patanjali
products and the association between independent variables and satisfaction
level of consumers.
Ksubbulakshani1 P.Geethamani(2017) :
They analysed the factors influencing the customers to purchase Patanjali
cosmetic products. They identified the customer satisfaction level and
problems faced by the customers in Patanjali cosmetic products.
Dr. Ravindra & Sunita Yaday(2017) :
Their study attempted to know the perception of consumer and factors affects
the consumer while purchasing the Patanjali skin care product
Irrespective of their age gender, income, occupation educational
qualification and residence.

G Cursanthosini & G Gemathi2016).
They studied the influence of various factor on the purchase of Patanjali
products like price, quality and brand awareness
D (CA) Seema Gosher (2017):
The study has revealed that the people between the age group of 15-45 are
the major consumers of Patanjali products. It was observed that between age
group of 15-25 years are preferring cosmetics while rest of the age groups
prefer food related products
G Sathish Raju R Rahul 2016):
This study was carried out to know why customers are preferring patanjali
products. Patanjali ayurveda home-grown firm in businesses such as food,
consumer packaged goods and healthcare.

Chapter 6 –
Data analysis and
Interpretation

Secondary data
According to Indian Express ( Nov 13,2020) : Patanjali reports 22% jump
in net profit in FY 2019-20 .While talking about the outlook, Ramdev said
this fiscal, the company would have "unparalleled growth" as consumers are
having more trust on Patanjali's product because of "purity and faith" along
with its "affordability". Haridwar-based Patanjali Ayurved Ltd has reported a
21.56 per cent increase in standalone net profit at Rs 424.72 crore for
financial year 2019-20, according to data provided by business intelligence
platform Tofler.The company had reported a net profit of Rs 349.37 crore for
the 2018-19 financial year, it said. While the company's revenue from
operations was at Rs 9,022.71 crore, up 5.86 per cent, for the financial year
ended on March 31, 2020, it was at Rs 8,522.68 crore in the year-ago period.
Its total revenue was at Rs 9,087.91 crore in FY 2019-20, as against Rs
8,541.57 crore in the financial year ended March 31, 2019. Total expenses of
Patanjali Ayurved were up 5.34 per cent to Rs 8,521.44 crore. Profit Before
Tax of the yoga guru Ramdev-promoted organisation was up 25.12 per cent
to Rs 566.47 crore for FY 2019-20. It was Rs 452.72 crore in the year-ago
period, as per the data.

According to financial express : Patanjali group eyes to be Rs 40,000 crore
company in 2020-21, aims to be largest FMCG firm. Patanjali is expected to
register a joint turnover of up to Rs 25,000 crore in the current financial year,
in which around Rs Patanjali group firms and Rs 13,000 crore may come
from Ruchi Soya. Haridwar-based Patanjali group, which has acquired debt
ridden Ruchi Soya, expects to have a turnover of Rs 35,000 Rs 40,000 crore
in the next financial year and to become the largest company in the FMCG
sector in the coming years replacing market leader HUL, said Yoga Guru
Ramdev here on Friday. The company is expected to register a joint turnover
of up to Rs 25,000 crore in the current financial year,

Primary Data
• AGE
Interpretation – The maximum respondents were between the

age 21 to 30.

• GENDER
Interpretation -Among the respondents male respondents

were more than female respondents.

• OCCUPATION
Interpretation- Among the respondents, most of them were

students.

Interpretation- Among the 100 respondents 88.1%

respondents have purchased Patanjali brand . This shows that
Patanjali brand is quite popular amongst the customers.

Interpretation- Among the 100 respondents, 30% of the respondents were

regular customers of Patanjali products.

Interpretation- Among all the categories of Patanjali , 60% respondents

use personal care products . This means personal care products are
suppose to be more reliable and useful.

Interpretation- Among the 100 respondents , 42% agrees that Patanjali

product has natural ingredients. This means customers believe in Patanjali
products and for the natural ingredients customers can rely on Patanjali
products.

Interpretation-85% customers said that Patanjali products are cheap.

Patanjali offers products at low price and use this as an advantage for their
brand.

Interpretation- 60% of the respondents say that Patanjali products are

easily available. This means the brand has reached the customers in every
way possible.

Interpretation- 55.4% among the 100 respondents say that

Patanjali offers quality product.

Interpretation- 79% respondents say no that they have not faced

any problem while using the product. This means Patanjali
products are reliable.

Interpretation- 47% respondents say that Patanjali maybe their

first choice amongst other brands.

Interpretation- According to the responses of the 100

respondents , the brand is the most important factor for buying
a product , then comes the price and then the quality of the
products.

Interpretation- Among the 100 respondents, 51% say that

maybe the Patanjali products are chemical free , only 19% say
yes that the products are chemical free.

Interpretation- Among the 100 respondents, 53% agreed that

Patanjali products have made a good brand image. Patanjali
has adopted satisfying strategies for building the brand image.

Interpretation- Among the 100 respondents, 40 % were

satisfied with Patanjali products and 10% are highly satisfied.
Only 22% are not so satisfied.

Interpretation- Among the 100 respondents, 42% said they maybe use
Patanjali Products further. This means they were not fully satisfied and not
sure about the product.

Hypothesis Testing
H0 ( null hypothesis ) – The perception of customers towards Patanjali products is not
quite positive
H1 ( alternate hypothesis) – The perception of customers towards Patanjali products is
quite positive.
Among all the 100 respondents , 81% purchased Patanjali products
30% uses the product regularly , 42 % agree that Patanjali products are chemical free .
The respondents purchase the products because the price is reasonable, the products
are easily available, and Patanjali has a good brand image . And all around , 50% of
the respondents were satisfied with the Patanjali products.
Therefore, the null hypothesis is rejected and the alternate hypothesis is accepted.

Chapter 7 –
Conclusion and Suggestion

Conclusion
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, the brand image and also the availability of
the products. The satisfaction brings in the retention of customer. Patanjali is
enjoying the advantageous position in market through natural elements present
in the products. However, it should not ignore the competitors who are trying to
get into natural products. 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. Most of the customers
believe that products are chemical free and have natural ingredients.

Suggestions
• 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.
• So Patanjali Ayurvada should increase their productivity and make

sure that there will be shortage of products in the market.

Chapter 8 –
Bibliography

• https://www.patanjaliayurved.net/
• https://en.wikipedia.org/wiki/Patanjali_Ayurved
• https://www.researchgate.net/publication/334416779
• https://www.academia.edu/36578160/
• https://www.slideshare.net/AvinashPandey110/major-project-on-
consumer-perception-of-patanjali-products
• https://www.researchgate.net/publication/334416779_A_Study_of_Consu
mer_Perception_Towards_Patanjali_Brand_with_Special_Reference_to_Mo
hali_City
• https://www.google.com/url?sa=t&source=web&rct=j&url=https://journalo
fbusiness.org/index.php/GJMBR/article/download/1878/1780/&ved=2ahUK
Ewjt487lvt_xAhVjyzgGHYIQDWYQFnoECCgQAQ&usg=AOvVaw1z3D1H4rJeJo
1BjNoJ5M6O&cshid=1626160311524
• Herbal Medicine for market potential in India , An overview (2008) ,

Sharma,Tyagi , Singh and Rao
• Kotler .P (2008 ) Marketing Management (11th ed )
• Kotler .P Keller (2014) Marketing Management ( 14th ed )

Chapter 9 –
Appendix

QUESTIONNAIRE
1 ) Name
2) Age
o Below 20
o 21-30
o 31-40
o Above 40
3) Gender
o Male
o Female
o Other
4) Occupation
o Professional
o Business
o Student
o Unemployed
o Home Maker
o Other
5) Have you ever purchased Patanjali products?
o Yes
o No

6) How frequently do you use Patanjali products?
o Regular
o Trial
o Rarely
o Unplanned basis
7) What type of products do you use ?
o Health care
o Food products
o Personal care products
o Ayurvedic medicines
8)Do you agree ,the Patanjali products have natural ingredients?
o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly disagree
9) The price of Patanjali Products is ?
o Cheap
o Reasonable
o Costly
10) Patanjali products are easily available?
o Strongly agree
o Agree
o Neutral
o Disagree
o Strongly disagree

11) Are you satisfied with the quality of services provided by Patanjali
products?
o Excellent
o Good
o Fair
o Poor
12) Have you faced any problem while using Patanjali products?
o Yes
o No
13) Patanjali products would be your first choice ?
o Yes
o No
o Maybe
o Never
14) The factors that influence your decision making of buying Patanjali
products?
Strong agree Agree Neutral Disagree Strongly

disagree
PRICE
BRAND
QUALITY
OTHER

15) Do you agree Patanjali products are chemical free ?
o Yes
o No
o Maybe
16) Do you agree that Patanjali products have made a good brand image?
o Strongly agree
o Agree
o Neutral
o Disagree
o Strongly Disagree
17) Rate your satisfaction level after trying the products?
o 1 to 5 scale ( 1 for least satisfied and 5 for most satisfied)
18) Will you continue using Patanjali products?
o Yes
o No
o Maybe

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G.

S College Of Commerce and Economics

Perception of Customer towards Patanjali products

In partial fulfillment for the award of the degree of

Master of Business Administration

Under the Guidance of

Department of Management Sciences and Research,

Academic Year 2020-21

Academic Year 2020-21 Dilsha Nair 1

G.S. College Of Commerce & Economics, Nagpur

“Perception of customers towards Patanjali products ’’, towards partial

fulfillment of MASTER OF BUSINESS ADMINISTRATION degree examination.

of any other course undergone by the candidate.

It is further certified that she has ingeniously completed her project as

prescribed by G. S. COLLEGE OF COMMERCE & ECONOMICS, NAGPUR (NAAC

Reaccredited “A” Grade Autonomous Institution) affiliated to Rashtrasant

Tukadoji Maharaj Nagpur University, Nagpur.

Dr. Archana Dadhe Dr. Geeta Naidu

Academic Year 2020-21 Dilsha Nair 2

G. S. College Of Commerce & Economics, Nagpur

I here-by declare that the project with title “ Perception of Customer

towards Patanjali products ” has been completed by me in partial

fulfillment of MASTER OF BUSINESS ADMINISTRATION degree examination as

prescribed by G. S. COLLEGE OF COMMERCE & ECONOMICS, NAGPUR (NAAC

Reaccredited “A” Grade Autonomous Institution) affiliated to Rashtrasant

Academic Year 2020-21 Dilsha Nair 3

G.S. College Of Commerce & Economics, Nagpur

With immense pride and sense of gratitude, I take this golden

Academic Year 2020-21 Dilsha Nair 4

products. Consumer satisfaction is derived by comparing the actual performance with

products, location of products, variety of products .This research used research

approach (qualitative and quantitative ) .Causal comparative research design and

(descriptive, multiple choice and likert scale) were used.

Academic Year 2020-21 Dilsha Nair 5

Department of Management Sciences and Research,

Academic Year 2020-21

Sr. No. PARTICULARS Page. No.

2. About the Organisation 20-29

4. Theoretical review 41-42

5. Literature Review 43-45

6. Data Analysis & Interpretation 46-66

7. Conclusions & Suggestions 67-69

9. Annexure ( questionnaire) 72-76

Academic Year 2020-21 Dilsha Nair 6

Academic Year 2020-21 Dilsha Nair 7

a favourite brand to facilitate their product decision. A brand includes a name,

symbol, design, experience that help consumers identify products, services, or

differentiate offerings among competitors . According to Keller's (2001) more

recent conceptual framework compared positive feelings lead to favourable

responses towards a brand such as attitudinal attachment and behavioural loyalty

importance of building deep emotional connections with personal augment built

brand loyalty. In Indian scenario, perceptions about a particular brand are

highly subjective and easily distorted.

Academic Year 2020-21 Dilsha Nair 8

a person holds regarding an object. So when we talk about brand image, it is

about the mental representation of the brand based on

individual consumer's beliefs, ideas and impression.

Academic Year 2020-21 Dilsha Nair 9

nothing but an organization’s character. It is an accumulation of contact and