Patanjali products project report

A STUDY ON CONSUMER ATTITUDE TOWARDS PATANJALI PRODUCTS
CHAPTER-1
Introduction
1.1 General introduction
Ayurveda or the ‗science longevity‘ is the system of nature

cure.it is known to promote positive health, natural beauty and long life.
Ayurveda, the traditional form of indian medicine was developed by
ancient sages whose bright observation led to the development of
constitutional medicine. Ayurveda [Ayur+veda] is consider to be a sub-
veda or the branch of knowledge that is consider with the physical
health and happiness on earth which therefore assumes great
significance to human life. Vedic culture based on the vedas four
books of knowledge the origin of which dates back to 40000
years. This is an indication to the age old roots of Ayurveda.
Ancient physicians segmented the universe into different types of
manifested energy and attributed the very same energy to food and
herbs. During the times of master charaka and master sushruta,
2000-1000BC, slowly poly-herbal combinations were introduced in
Ayurvedik treatments. Patanjali is the leading producer of Ayurveda
based products, and it is the only company To directly challenge
the industry incumbents in india, such as unilever, dabur , P&G,
marico, and nestle. Patanjali has been able to offer low prices and
has found way to break through market entry barriers such as high
startup and manufacturing costs, achieving rapid success where its
cohorts could not.
A.R.G COLLEGE OF ARTS AND COMMERCE, P.G CENTRE, DAVANAGERE Page 1

1.2 Specific Introduction
A well-known Yoga Guru Baba Ramdev starts an

association patanjali Ayurved in 2017. The main aim of the
company is to bring awareness among the indian people towards
swadeshi products. Patanjali is also said that is will very beneficial
for consumer to shift in their preferences towards herbal and
Ayurvedic products which are deemed to be healthy and also
closure to nature. It has placed itself as a swadeshi brand, which
has a request among a class of customers.
Patanjali has grown from strength to strength and is giving big

player FMCG companies to run for their money with recording net
sales Rs 2000cr last year and targeting. Patanjali has diverse
product portfolio from having nutrition and supplements to grocery
from home care of to personal care and health care. And the price
of the patanjali are around 20% lower than that of their
competitors and it is huge reason why it is going popularity
besides eating into the market share. On the quality front also it is
excellent as it leverages its image of being Ayurvedic and
swadeshi factor. The recommendations of patanjali are working very
well for the brand itself as people are recommending it to their
friends and family members.it seems that there is more
acceptability of the brand amongst older people. But it wants to
talk time for that to change.
Patanjali started its operations with patanjali yogapeet in Haridwar

uttarkhand. Patanjali yogapeet one of the largest yoga institutions
in the country. Swami Ramdev Maharaj and acharya Balakrishnaj
Maharaj set up Ayurved Pvt Ltd for treatment, research and
Development and for manufacturing of Ayurvedic medicines in
yoga and Ayurveda.

Patanjali yogapeet offers treatment and scientific research and

brought a revolution when it comes healthcare in the country with
combined Approach of yoga and Ayurved.
The infrastructural facilities at patanjali yogapeet includes an OPD

of thousands of beds, laboratory, cardiology, pathology, a yoga
research department, free yoga classes, high quality Ayurvedic
medicines manufactured by divya pharmacy , facilities of library
and reading room along with a cyber cafe, A huge Auditorium,
apartments for senior citizens, a grand museum and sale outlet of
1000 square feet for literature related to yoga and Ayurved.
1.3 Review of Literature

1. Rani.s and Sukla.c(2012)
Conducted a study to know the trends of patanjali products. For
the purpose of the above study they collected a sample of
consumers in patanjali. On the basis of above study the concluded
that within a very short period of time patanjali products captured
number of customers. Also they found that from 2008-2012 there
is huge increment in number of products which is from 26-120.
They also suggested about limitations of patanjali products that
delivery system should be improved by patanjali company.
2. Kumar (2014)
Reports that the patanjali mega food pork (PMEP) has been
envisaged to help in creation of manufacturer for food processing
and ‗‘farm-to-plate‘‘ supply chain system. It helps in value
addition by background and forward integration between the
farmers factory and the market. The supply chain does not have
any intermediary in between but rather it‘s direct from supplier to
producer to customer. This is also helps in reducing the cost and
other related changes of the intermediaries.

3. Roy lath and sharma(2015)

Believe that strong innovation and new product pipeline, pricing
discounts to the peers, Ayurvedic and natural propositions with low
A&P se pends the manufacturing indigenously lend patanjali ‗s
products. A competitive advantage but distribution and stock out
remain a key factor. Patanjali Ayurved is one of the world
equipped with on excellent research and development facility and
world class manufacturing machinery.
4. According to pittie (2015)

Patanjali is not just targeting its own distribution ckikistaalayas,
but also big retailers like reliance retail, big bazaar, huper city and
star bazaar are stocking Ramadeva‘s FMCG Products. But the real
play is online while patanjali products are already available at e-
commerce site big basket; Ramdev is now aiming for amazon too.
To allow the consumer to locate nearby outlets those are selling
patanjali products and also to facilitates online ordering of products,
patanjali has launched its mobile App. Patanjali also sell its
products through Arogya kendra‘s, swadeshi kendra‘s and patanjali
chikistaalayas. The company has 10000 franchisee models of
chikistaalayas and Arogya kendra‘s and around 2 lakh outlet that
are selling patanjali products. The company operates through 100
super distributors.
5. Shinde.D.T And Gharat.S.T (2017)

Examined a study on product positioning of patanjali
products. The purpose of the above study was to find the various
prospects of patanjali products and also factors influencing these
products they concluded that patanjali has captured a huge market
share within a very short period but storage of these products is
the major problem faced by the consumers these days.

1.4 objectives of the study
 To study the consumer opinion about patanjali products.
 To examine the purchasing behaviour of the consumer gender wise

and age wise.
 To know the consumer satisfaction level from patanjali products.
 To know why consumer are attached with patanjali products.
 To know the consumer expecting from patanjali.
1.5 Scope of the study

As we know that customer is the king of any business. It is essential
to understand customer expectations, their preferences towards the
product and their needs and wants. Without understanding
consumer behaviour no companies can survive. The main purpose of
this project is to study consumer perception towards patanjali
products. This study is mainly focused on various factors that affect
consumer buying decision. Such as social psychological and personal
.this study helps to understand the satisfactory level of consumer brand .
and also understand the consumer attitudes and their buying motives by
means of company brand image.
1.6 Need for the study

 with the study we can give suggestion regarding consumer satisfaction ,
product and services offered by the company how for it is going to meet
consumer expectation and how to improve the consumer satisfaction to
retain the exsting consumer there by study as well as attracting the new
potential consumer

 Training and development is nothing but updating the knowledge,

developing the skills attitudes behaviour etc, there by employee.
 Training improves quality of output reduces cost and improves morale
and motivation level of employee. Which in tum result in the overall
development of the organisation.
 The present study has been taken to analysis the effectiveness of training
and development of programmer PAL.
 To help company to fulfil its future needs.

1.7 Research Methodology
The quality of the project depend the will methodology adapted for the
study: methodology in team depends upon the nature of the project work.
The use of proper methodology is an essential part of any research in
order to conduct the study scientifically certain measures and methods
are to be followed
1.8 Sources of data collection

Research is made both from primary sources and secondary the
following are the methods are as follows
1. Primary data
Information is collected through structured questionnaire from person in
the company. Information we collected through interacting with
employees are the person. By having discussion with department
managers of the organisation we collected general information. By taking
good guideline from the guide.
2. Secondary data
By reading books, newspapers and magazines journals and breaches

from library collected required information.

Sampling size:
The size of the sample selected for the study is restricted to 50 selected at
random out of universe that is Davanagere city.
1.9 LIMITATIONS OF THE STUDY:

This study as several limitations which are stated as below:
This study was confined to Davanagere city only.
Due to time constraints we are unable to cover all the respondents.
More expensive and time consuming
Inference drawn will be based on the perception of the majority of the
sample size.
1.10 Chapter Scheeme
Unit 1: Introduction
Introduction, review of literature, objective of the study, scope of the

study, need for the study, research methodology, sampling size and
limitation.
Unit 2: Product Profile
Production plant, product strategy, types of patanjali and product

position by value discipline
Unit 3: Consumer attitude towards patanjali products
Introduction, importance of patanjali products factory influencing on

consumer and Reasons why buy patanjali health products.
Unit 4: Analysis and interpretation of data
This chapter consist of tabulation classification and graph
Unit 5: Summary of finding suggestion and conclusion
This chapter consist of finding, suggestion and conclusion

CHAPTER -2
PRODUCT PROFILE
2.1 PRODUTION PLANT
Yoga guru baba ramdevpatanjaliAyurved is looking for to up a

manufacturing facility near Delhi to cater to the growing demand for its
FMCG products in the market. The facility is likely to come up alongside
product the proposed patanjali university campus on the Yamuna express
way in Uttar Pradesh.
The company is in discussion with the Yamuna expressway

Industrial Development Authority [YEIDA] to buy a 200 acre plot of
around Rs.320Cr, said people in the know. For the university it is seeking
to buy around 150, for Rs 150 crore, ―They are in talks with us to take
industrial land to to set up a factory and industrial land to set up a
university , once they decide, they will apply for allotment of land ―said
YEIDA chief executive Arunvirsingh.
Patanjali Ayurved did not respond to an email seeking comment on

until the press time Tuesday.sale of PatanjaliAyurved which sells

everything from noodles to shampoos and soaps rose 64% to Rs.731cr,in

the six month that ended December 31, 2015 giving stiff competition to
establish FMCG firms.
Its growth has also helped boost sale of Indian rivals that make
Ayurvedic products –Dabur and Himalaya grew in double digits the
periods – even as the consumer‘s product market expanded just 6% show
data from IMRB . According credit rating firm brickwork rating
patanjali provision turnover in the first 10 month of financial year 16 was
Rs 3.266.97cr in the same period in the previous year.
At the movement, the company has only one manufacturing facility

, near Haridwar in utter khand facility was set up about 10 year back and
his currently spread over around 150 acres. It was looking set up four
new plants in the next two year. Two mange its massive growth .
patanjali had started in 1997 as a small pharmacy in haridwar and was
incorporated as a company in 2006 to sell personal care, food and
beverage produts through company owned outlets
It expanded from 200 patanjali outlet in 2014 to 5000 frenchise

owned stores today. To further expand its reach, patanjali signed a
marketing partnership last year with the future group under which the
retailer offers more than 300 of patanjali products as its Big Bazar stores
in around 250 cities.
In addition , it is also setting up dairy facility for cow milk in

Ahamednagar in Maharashtra. We are also talks in Madhya Pradesh and
Punjab . We are also talks set up the units in Andhra Pradesh said
Acharya Balakrishna,MD,ptanjali Ayurved.

2.2 PRODUCT POSITIONING STRATEGY
Patanjali has a two pronged position stratergy:
The brand slogan of patanjali ―PrakrutikaAshirwad‖ which means

blessing of nature. Patanjali positioned as ―Natural Products Available at
affordable prices‖.
The second positioning strategy is that of ―Swadeshi Make‖.
2.3 Product Positioning By Value Discipline:
 This brand of Baba Ramdev has a universal appeal, is sharing and

collaborative, and the customer rand hail from average groups and
region. This brand is a result of consistent hard work and carefully
meticulously followed strategy.
 Patanjali yogpeeth a multi-million rupee venture, Ramdev project, set as
a rival to world health organization only on the basis of sound that is
boosts of providing.
 The service that is being provided by Baba Ramdev is with the desire
service expectation. The entire value position can be said to be a hard
work and the result of determination of this one man army.

2.4 Patanjali Products:
1. Patanjali pure Honey
Patanjali Pure honey is a sweet aliment produced by honey bees and

derived from the nectar of flowers and Best pure honey available with
our standard. Honey gets its sweetness from the monosaccharide fructose
and glucose and has approximately the same relative sweetness as that of
granulated sugar (97% of the sweetness of sucrose, a disaccharide).
Patanjali pure Natural Honey is rich in fructose, minerals, vitamins and
other nutritious elements. Honey is not only a natural sweetener but a
multifunctional food that offers ample health benefits

2. Patanjali sunflower Oil
Patanjali fortified sunflower oil is 100 % pure natural oil. It‘s good for
our health. They are made with refining process in which hard chemicals
remove with the help of enzymes. Unadulterated and free from minerals
and chemicals.

3. Patanjali Neem soap
Patanjali kanti neem is manufactured with neem, haldi, amla and other
precious herbs. Excellent healthy products for the protection of body,
skin and hair.

4. Patanjali Dant kanti
Patanjali dant kanti natural toothpaste is herbal toothpaste

containing herbs and ayurvedic ingredients and essential oil. It can also
help to prevent and reduce pain in the gums and teeth. It provides a
refreshing smell and can help people get rid of bad breath. From offering
dental protection to dental beauty, it works to guard and beautify your
teeth. Packed with the goodness of nature. Akarkara and babul protect the
gums, neem, timbaru, turmeric and cloves remove and offer protection
from bacteria, pudhina and pipli refresh the gums, peelu and maju phal
make gums stronger. Dental problems such as pyria, gingivitis, and bad
odour begin to diminish when used every day.

5. Patanjali wheat flour
Wheat is probably the most common cereal available all over the world.
Patanjali whole wheat atta is prepared by high quality of whole wheat
(Triticum aestivum), which is passed through different testing such as
moisture, hectoliter. Patanjali Whole wheat atta is extremely beneficial
for healthy living. It considerably lowers the hazards of heart diseases,
owing to its comparatively low fat content. It also regulates blood
glucose levels in diabetic patients. The nutrient value of Patanjali Whole
wheat atta is retained even after processing because the milling of whole
wheat is done by traditional way i.e. by chakkies.
Patanjali Whole Wheat atta is able to provide you with an immense

energy source due in all parts of the grain kernel, including the bran,
germ, and endosperm.

6. Patanjali cow Ghee
Patanjali Cow Ghee is full of nutritive properties and an ideal diet. Cow
ghee increases memory, intellect, the power of digestion, Ojas, Kapha
and fat. Regular consumption of ghee or inclusion of ghee as part of the
diet, is recommended for those seeking weight gains.

7. Patanjali Gulab Jamun
Patanjali gulab jamun is a milk-solid-based south Asian sweet,

particularly popular in the Indian subcontinent. So, grab, try this sweet
today!

8. Patanjali Herbo wash
It is a special product of Patanjali for washing cloths and safety to your

hands. This detergent cake is prepared along with the herbs like lime and
`neem`, which brings shining to the cloths. Its ingredients do not contain
harmful chemicals and hence, it gives security to the skin, besides the
clothes.

9. Patanjali Soundarya face wash
A unique combination of mild soap base and herbal extract like neem,
tulsi, aloe Vera & orange peel which cleanse, dirt, sebum, dead skin cells
& revitalize the skin tissues to make complexion fresh, smooth & fairer.
It also helps to control acne & pimples.

10. Patanjali kesh kanti
Patanjali Kesh Kanti Advance Herbal Hair Expert Oil is a unique

Ayurvedic Proprietary Medicine, designed as a 100% natural solution for
multiple hair problems of both men and women. Its deep & balanced
nourishment, rejuvenates hair roots & scalp that repairs damaged hair,
prevents hair fall, promotes hair growth and also provide effective
protection from dandruff.

11. CHYAWANPRABHA (SUGAR FREE)
Patanjali chyawanprabha is a scientifically formulated herbal product

with no added sugar having more than 40 herbs. To understand the
prevalence of diabetes in india. Patanjali chyawanprabha is prepared with
approved artificial sweeteners, which does not rapidly affect the blood
glucose level after consuming the product. This product is tasty and good
for pre-diabetic.

12. BADAM PAK
It is a nourishing tonic.This rasayan makes the mind healthy, preventing

all types of mental weaknesses, bile related problems, eye diseases etc.
This is a miraculous medicine for headache. This medicine provides
strength and increases power. This medicine is very much beneficial for
the patients suffering with impotency and nervous weakness. This drink
is extremely beneficial for the nourishment of the body and mind of a
child. Persons with lot of mental activity should take one teaspoonful
Badam Pak every morning and evening for keeping up day long energy
in performing their duty at office. Dosage and method of usage: 1 or 2
teaspoonful pak should be mixed in milk or can be taken separately after
taking pak. It can be consumed by the children, youth, the aged, men and
women, with or without milk.

13. PATANJALI GLUCOSHAKTI REGULAR
Patanjali Glucoshakti Regular contains a unique blend of High-grade

Dextrose, Vitamin D, Calcium, and Phosphorus. It is ideal for young and
growing children as well as athletes and helps their bodies replenish
essential body salts, minerals, and vitamins. It gives the body a boost of
energy and helps to fight off feelings of fatigue and exhaustion. It is also
excellent for the all-round development of children. It also provides
essential nutrients that refresh and energizes the body.

14. SPIRULINA CAPSULE WITH ASHWAGANDHA
Made with the purest form of natural spirulina powder, to fulfil the daily
requirement of protein, vitamin & minerals of well being. Therefore,
spirulina is being considered as superfood.

15. ALOVERA JUICE WITH FIBRE AND ORANGE

FLAVOUR
Aloevera Juice with fibre & orange flavour 1 litre. Enhance Jivni shakti.
Also useful in constipation and skin diseases. Dosage: 15 to 25 ml twice
daily with equal quantity of water. Each 10 ml contains Aloevera juice -
9.45 ml.

16. ARJUN AMLA JUICE
Patanjali arjuna amla juice is a combination of arjuna bark extract and

amla juice. It is a natural source of vitamin c. arjuna is the best herb for
heart disease. It prevents and helps in the recovery of angina and heals
heart tissues. Patanjali arjun amla juice works by stimulating the heart;
treating the various ailments due to the presence of hydrolysable tannins
and vitamin c constituents. This unit is of 500ml and is a pack of 2.

CHAPTER -3
Consumer Attitude Towards patanjali Products
3.1 Introduction
The study of consumers helps firms and organizations improve their

marketing strategies by understanding issues such as how
 The psychology of how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products);
 The the psychology of how the consumer is influenced by his or her

environment (e.g., culture, family, signs, media);
 The behavior of consumers while shopping or making other marketing

decisions;
 Limitations in consumer knowledge or information processing abilities

influence decisions and marketing outcome;
 How consumer motivation and decision strategies differ between products

that differ in their level of importance or interest that they entail for the
consumer; and
 How marketers can adapt and improve their marketing campaigns and
marketing strategies to more effectively reach the consumer.
Consumer behavior involves the study of how people--either individually

or in groups--acquires, use, experience, discard, and make decisions
about goods, services, or even lifestyle practices such as socially
responsible and healthy eating. As an evolving phenomenon, one should
not be overly dogmatic about this definition. Numerous alternatives, each
taking a slighly different angle and emphasizing different aspects.
However, the scope presented here suggests that:

 The havior occurs either for the individual, or in the context of a group
(e.g., friends influence what kinds of clothes a person wears, or family
tradition influences which brand of laundry detergent is bought).
 Consumer behavior involves the use and disposal of products as well as

the study of how they are purchased. Product use is often of great interest
to the marketer, because this may influence how a product is best
positioned or how we can encourage increased consumption. Since many
environmental problems result from product disposal (e.g., motor oil
being sent into sewage systems to save the recycling fee, or garbage
piling up at landfills) this is also an area of interest.
 Consumer behavior involves services and ideas as well as tangible

products.
 The impact of consumer behavior on society is also of relevance. For

example, aggressive marketing of high fat foods, or aggressive marketing
of easy credit, may have serious repercussions for the national health and
economy.
There are four main applications of consumer behavior:
 The most obvious is for marketing strategy—i.e., for making better

marketing campaigns. For example, by understanding that consumers are
more receptive to food advertising when they are hungry, we learn to
schedule snack advertisements late in the afternoon. By understanding
that new products are usually initially adopted by a few consumers and
only spread later, and then only gradually, to the rest of the population,
we learn that (1) companies that introduce new products must be well
financed so that they can stay afloat until their products become a
commercial success and (2) it is important to please initial customers,
since they will in turn influence many subsequent customers‘ brand
choices.

 A second application is public policy. In the 1980s, Accutane, a near

miracle cure for acne, was introduced. Unfortunately, Accutane resulted
in severe birth defects if taken by pregnant women. Although physicians
were instructed to warn their female patients of this, a number still
became pregnant while taking the drug. To get consumers‘ attention, the
Federal Drug Administration (FDA) took the step of requiring that very
graphic pictures of deformed babies be shown on the medicine
containers.
 Social marketing involves getting ideas across to consumers rather than

selling something. Marty Fishbein, a marketing professor, went on
sabbatical to work for the Centers for Disease Control trying to reduce
the incidence of transmission of diseases through illegal drug use. The
best solution, obviously, would be if we could get illegal drug users to
stop. This, however, was deemed to be infeasible. It was also determined
that the practice of sharing needles was too ingrained in the drug culture
to be stopped. As a result, using knowledge of consumer attitudes, Dr.
Fishbein created a campaign that encouraged the cleaning of needles in
bleach before sharing them, a goal that was believed to be more realistic.
 As a final benefit, studying consumer behavior should make us better

consumers. Common sense suggests, for example, that if you buy a 64
liquid ounce bottle of laundry detergent, you should pay less per ounce
than if you bought two 32 ounce bottles. In practice, however, you often
pay a size premium by buying the larger quantity. In other words, in this
case, knowing this fact will sensitize you to the need to check the unit
cost labels to determine if you are really getting a bargain.
There are several units in the market that can be analyzed. Our main
thrust in this course is the consumer. However, we will also need to
analyze our own firm‘s strengths and weaknesses and those of competing
firms. Suppose, for example, that we make a product aimed at older
consumers, a growing segment. A competing firm that targets babies, a
shrinking market, is likely to consider repositioning toward our market.

To assess a competing firm‘s potential threat, we need to examine its

assets (e.g., technology, patents, market knowledge, and awareness of its
brands) against pressures it faces from the market. Finally, we need to
assess conditions (the marketing environment). For example, although
we may have developed a product that offers great appeal for consumers,
a recession may cut demand dramatically.
3.2 IMPOTANCE OF CONSUMER
The importance of consumer in marketing management is also known

as the significance of consumer. It includes various points such as:
1. To design production policies,
2. Know the effect of price on buying,
3. Exploit the market opportunities,
4. Design marketing mix,
5. Implement STP strategies,
6. Helps in understanding diversified preference,
7. Understanding of various roles played by consumer,
8. Results in consumer satisfaction.
1. To design production policies-
This is the first importance of consumer attitude and it means that all the
production policies have designed taking into consideration the consumer
preference so that product can be successful in the market.
In every business, the main motive is to enhance the production and as

well as sales of the company and to do all these, any company or
business has to win the trust of its customers and studying about their
tastes, likings, and preference.

2. Know the effect of price on buying-
This is the second consumer behavior importance and it means

that consumer behavior can help in understanding the effect of price on
buying. Whenever the price is moderate on cheap more and more
customers will buy the product.
After the time of production, there comes a time in which the company
has to decide what the price of our product will be because it helps to
divide the categories of the customer and also helps to attain more sales.
3. Exploit the market opportunities-
This is the third importance or significance of consumer behavior and it

means that the change in consumer preference can be a good opportunity
for the mark to bring something which cannot as a revaluation in the
market. For Example– When palm pops introduced in the market, it was
successful due to the stylish and sleek design.
4. Design marketing mix-
This is the fourth importance of consumer behaviour and it means

that consumer behavior is very much vital in designing and approaching
marketing mix to be chosen (product, price, place, and promotion).
The product should be valuable, the price should be moderate, and place
distribution should be intensive and an appropriate. Promotion
mechanism should be there
5. Implement STP Strategies
This is the fifth importance of consumer behaviour and it means that

the segmentation, targeting, and positioning strategies are implemented
by understanding the behaviour of consumers towards the various brands.

The products are targeted grouping the customers having common taste
and preference and finally positioned in the market. Thus, building a
positive image of the product of a company related to the competitors
and as well as help to beat them also.
6. Helps in understanding diversified preferences-
This is the sixth importance of consumer behavior and it means that the
consumer preferences are diversified in nature and their keep on
changing over a particular period of time. Nowadays consumers are more
value conscious and they want to extract the maximum benefits from a
particular product of a brand.
7. Understanding of various roles played by consumers-
This is the seventh importance and it means that there are various roles
played by the consumers in the consumer decision-making process.
These roles are initiators, influencers, decider, users, buyers, and
gatekeeper. The steps of the consumer decision-making process can be
described are as follows:-
1. Need Recognition,
2. Information Search,
3. Evaluation of Alternatives,
4. Purchase Decisions,
5. Post Purchase Behavior
8. Results in customers satisfaction-
This is the eighth importance of consumer behaviour and it means when

the designed product is matching the expectations of the customer than
they result in customer satisfaction. In case the product is exceeding the
expectations of the customer then its result in customer delight.

In an organization, there are various departments like purchase,

personnel, finance, production, marketing and all departments have a
motive to satisfy the customer needs and wants.
3.3 FACTORS INFLUENCING ON CONSUMER
1. Cultural Factors:
Cultural is the fundamental determinant of person‘s wants and

behavior. Hence, cultural factors play a great role in influencing
consumer behavior. The cultural factors may be divided into sub culture
and social class.
a. Subculture:
Subculture is a part of culture that provides more specific

identification and socialization for their members. Subculture includes
nationalities, religions, racial groups and geographical regions. When
subcultures grow sufficiently large, companies often design specialized
marketing programs to serve them.
b. Social Class:
Social classes are the strata of the society who exhibit their own
behaviour. Each social class share similar values, and interests and
behaviour. Such classes may be lower classes, upper lowers, working
class, middle class, upper middle, lower uppers, uppers uppers, etc. social
class members show show distinct product and brand preferences in
many areas. Companies often design specialised marketing programs to
serve each class.
2. Social Factors:
Social factors are those factors that influence one‘s lifestyle and
marketing behaviour. The following are the social factors that influence
consumer behaviour:

a. Family:
Most of the decision made by the consumers is taken within the family
environment. The decisions are affected to a certain extent by the
desires, attitudes and values of family members.
b. Reference groups:
Each person is the member of some group or groups outside

the family circle. These groups are called reference groups. This group
also influences the buying behaviour of the consumer.
c. Roles and status:
An individual participate in various groups. It may be in a

family, in clubs, or any other organizations. The person‘s position in each
group can be defined in terms of his ole and status. A role carries
activities that a person is expected to perform. Each role carries a status.
Hence people choose products that communicate their role and status in
society.
3. Psychological Factor:
Human psychology is a major determinant of consumer behaviour.

These factors are difficult to measure but are the powerful enough to
influence a buying decision.
a. Motives:
Motives is an internal energizing force that orients a person‘s activities

toward satisfying a need or achieving a goal. Actions are affected by a set
of motives, if marketers can identify motives, then they can better
develop a marketing mix.

b. Perception:
Perception is a major factor that influences consumer behaviour.

Customer perception is a process where customer collects information
about a product and interprets the information to make a meaningful
image about particular product.
c. Knowledge/Learning:
When a person buys a product, he/she gets to learn something more

About the product. Learning comes over a period of time through
experience. A consumer‘s learning depends on skill and knowledge.
d. Attitudes:
An attitude is a tendency to a respond to given product in a particular

way. Consume attitudes towards a firm and its products greatly influence
the success or failure of the firm‘s marketing strategy
e. Personality:
Personality refers to a person‘s consistent way of responding to a wide

range of situations. Marketers are interested in personality as a way to
target consumers.
4. Personal Factor:
The personal factors are the individual factors of the consumers that
strongly influence their buying behaviour. These factors vary from
person to person that result in a different set of perception, attitudes
personal factors include:

a. Age and Stage in the Life Cycle:
Needs of a person changes with age and at different stages of his life.
Not only this, but his tastes and habits change with age for clothes, food,
furniture, recreation etc. the family life cycle influences consumption
levels and patterns.
b. Occupation and Economic Circumstances:
Occupation influences a person‘s consumption pattern. Product choice

is greatly affected by economic circumstances such as spendable income,
savings and assets, debts, borrowing power, attitude toward spending,
etc.
5. Economic Factors:
Economic factors bear a significant influence on the buying decision of a

consumer. Some of the important economic factors are:
a. Personal Income:
When a person has a higher disposable income, the purchasing power

increases simultaneously. Disposable income refers to the money that is
left after spending towards the basis needs of a person.
b. Consume Income Expectation:
The future income expectations of the consumer influence his

buying behaviour.
c. Family Income:
Family income is the total income from all the members of a family.
When more people are earning in the family, there is more income
available for shopping basic needs and luxuries.

d. Consumer Credit:
When a consumer offered easy credit to purchase goods, its promotes

higher spending. Sellers are making its easy for the consumers to avail
credit in the form of credit cards, easy installments, bank loan, hire
purchase, and many such other credit options.
3.4 REASONS WHY BUY PATANJALI PRODUCTS
Though Patanjali Ayurveda was formed by Baba Ramdev in 1997 but its
products have gained huge popularity only in the last few years. Not only
it has a strong consumer loyalty but it has also helped introduce
Ayurveda to the mainstream. 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.
Try Patanjali products today to experience their benefits. You can place
your order with us and we will deliver it at your door.

CHAPTER -4
ANALYSIS AND INTERPRETATION OF DATA
4.1 TABULATION AND CLASSIFICATION OF DATA
Tabulation
When a mass data has been collected it becomes necessary to arrange

the same in kind of concise logical order. The tabulation data is presented
in the form of tables with interpretation through graph. Bar diagram and
charts are drawn for the better appreciation of the analysis. This
procedure referred As Tabulation. Thus tabulation is the process of
summarizing raw data and displaying the same in compact from for
further analysis. Tabulation is an already arrangement of data in columns
and rows.
Classification
Classification is the process of arranging the data into sequences and

groups according to their common characteristics or separating them into
different related parts. Classification of raw data collected was done to
reduce large volume to homogeneous groups and so as to arrive at
meaningful relationship. This fact necessitates classification of data
which happens to be process of arranging. Data in groups or classes on
the basis of column characteristics data having common characteristics
are placed in one class and in this way the entire data are divided into a
number of groups or classes.

4.2 DATA INTERPRETATION:
The data collected through interview schedule was coded and

tabulated on a data sheet. After tabulation the data has been analyzed.
Statistical interpretation shows widely resources vary and how are
distributed I relation to the variable being measured. Various
diagrammatic representations like bar diagram, pie charts and tables are
used to represent the information obtained to the reader in an
understandable manner.

Table 4.1
Table showing classification of respondents on the basis of

Gender
Gender No of Precentage
respondents (%)
male 21 42
Female 29 58
Total 50 100
Analysis:
From the above table it is clear that out of 50 respondents 21

respondents are male and rest of 29 respondents are Female.
Graph 4.1
Graph showing classification of respondents on the basis of

gender
Interpretation:
From the above graph it is clear that the majority of respondents are
Female i.e.,58%

Table 4.2

Age Group
Based No of Percentage
on Age respondents (%)
20-30 15 30
years
30-40 26 52
40 years 9 18
Total 50 100
Analysis: From the above table it is clear that out of 50 respondents, 15

respondents lies between the age group of 20-30 years, and 26
respondents lies between the age group of 30-40 years, and 9 respondents
lies between the age group of 40 years.

Age Group
Interpretation:
From the above graph it is clear that the Majority of respondents lies
between the age group of 30-40

Table 4.3

Marital Status
Marital No of Precentage
Status respondents (%)
married 28 56
Unmarried 22 44
Total 9 100
Analysis:
From the above table it is clear that out of 50 respondents,28 respondents

are Married and rest of 22 respondents are unmarried.
Graph 4.3

Marital Status
Interpretation:
From the above Graph it is clear that the Majority of Respondents are
Married i.e.,56%

Table 4.4

usage of Patanjali Products
Response No of Precentage
respondents (%)
Yes 50 50
No 0 0
Total 50 100
Analysis:
From the above Table it is clear that all the respondents User of Patanjali
Products
Graph 4.4

usage of Patanjali Products
Interpretation:
From the above graph state that the 100 % of respondents are User of
Patanjali Products

Table 4.5

Category of products
Category No of Percentage
respondents (%)
Medicine 8 16
Food products 25 50
Health products 7 14
Any Patanjali 10 20
spices
Total 50 100
Analysis:From the above table it is clear that out of 50 respondents, 8

respondents use Medicine and 25 respondents use Food products, 7
respondents use Health products and rest of 10 respondent‘s use Patanjali
spices.
Graph 4.5
Category of Products Usage
Interpretation:
From the above graph state, the that the Majority of respondents use
Patanjali Food products i.e.,50%

Table- 4.6

frequency of use of Patanjali products
use of No of respondents Percentage

Frequency (%)
daily 13 26
weekly 20 40
Monthly 10 20
yearly 7 14
Total 50 100
Analysis:
From the above table it is clear that out of 50respondents, 13

respondents use daily, 20 respondents use weekly 10 respondents are use
monthly, rest of 7respondents use yearly.
Table-4.6 Graph showing classification respondents on the

basis of frequency of use of Patanjali products
Interpretation: From the above graph it is clearly shows that the Majority
of respondents use Patanjali products weekly I.e., 20%

Table -4.7

recommends to others
particulars No of respondents Precentage

(%)
Definitely 25 50
Definitely 11 22
not
probably 10 20
probably not 4 8
Total 50 100
Analysis:
From the above table it is clear that out of 50 respondents, 25

respondents definitely recommended to others, 11 of respondents not
definitely recommended to others and 10 respondents probably
recommended to others, rest of 4 of respondents not probably
recommended to others.
Interpretation:From the above graph state that the Majority of 50%

of respondents definitely recommended to others.

Table-4.8
Table showing classification of respondents based on

opinion about quality of Patanjali products
Response No of Precentage
respondents (%)
excellent 20 40
Good 15 30
average 12 24
Poor 3 6
Total 50 100
Analysis:
From the above table shows that out of 50 respondents, 20 respondents‘
opinion about products are excellent, and 15 respondents are opinion
about products are good, and 12respondents opinion about products are
average and rest of 3 respondents‘ opinion about quality of product is
poor.
Graph-4.8
Graph showing classification of respondents based on

opinion about quality of Patanjali products
Interpretation:
From the above graph shows that the Majority of respondents opinion
about quality of Patanjali product is excellent i.e.,40%.

Table 4.9

characteristics of patanjali products
Particular No. respondents Percentage
Natural in 23 46
nature
Good quality 12 24
No negative 10 20
effects
Cheaper 5 10
price
Total 50 100
Analysis:
respondents choose Natural patanjali products, 12 respondents choose
good quality patanjali products,10 respondents choose on the basis of no
negative effects and rest of 5 respondents choose on the basis of cheaper
prices.
Graph 4.9

characteristics of patanjali products
Interpretation:
The majority of respondents will choose patanjali products as they are in
nature i.e.46%

Table 4.10:
Table showing classification of respondents on the based

on shift to other brands.
Particulars No.of Percentage

respondents (%)
Yes 14 28
No 36 72
Total 50 100
Analysis:

respondents like to change brand in future and rest of 36 respondents
don‘t like to change brand in future.
Graph 4.10 showing classification of respondents on the

based on shift to other brands.
Interpretation:From the above graph it is clear that the respondents

don‘t like to change brand in future.

Table 4.11:

satisfaction level with packing.
Particulars No.of Percentage

respondents (%)
Yes 33 66
No 17 34
Total 50 100
Analysis:
From the above table it is clear that 33 respondents satisfied with

packing and rest of 17 respondents not satisfied with packing.

satisfaction level with packaging
Interpretation:
From the above graph it is clear that the majority of respondents are
satisfied with packaging i.e.66%.

Table 4.12:

preference in patanjali products.
Particulars No. of Percentage (%)

respondents
Taste 15 30
Purity 17 34
Brand 8 16
loyalty
Usaging 10 20
Total 50 100
Analysis: From the above table it is clear that out of 50 respondents 15

respondents prefer taste in patanjali products and 17 respondents prefer
purity and 08 respondents prefer brand loyalty and rest of 10 respondents
prefer usage of patanjali products.

preference in patanjali products
Interpretation: From the above graph it is clear that the respondents

prefer purity of pantajali products i.e.34%.

Table 4.13:

source of awareness
Sources No. of Percen
respond tage
ents
Advertise 10 20
ment
Neighbou 22 44
rs
Friends 9 18
Others 9 18
Total 50 100

respondents aware about patanjali products through Advertising, 22
respondents aware about patanjali products through neighbours, other 09
respondents aware through friends, and rest of 09 respondents aware
from other different sources.
Graph showing classification of respondents on basis of

sources of awareness.
Interpretation: From the above graph it is clear that the majority of

respondents are aware about patanjali products through neighbours i.e.,
44%.

Table 4.14:

market.
Particulars No. of Percentage

respondents
Patanjali 32 64
stores
whole 2 4
seller
retailer 7 14
Online 9 18
order
Total 50 100

respondents purchase patanjali products through patanjali stores, 2 respondents
are purchase through whole seller, 7 respondents purchase through retailer and
rest of 9 respondents purchase through online order.
4.14 Graph showing classification of respondents on the

basis of market.
Interpretation:
From the graph state that the majority respondents are purchase patanjali
products through patanjali stores i.e. 64%.

Table 4.15:

satisfaction level with prices of patanjali products.

respondents
Very high 13 26
Moderate 33 66
Low 4 8
Total 50 100
Analysis:

respondents feels that prices are very high, 33 respondents feels that
prices are moderate and rest of 4 respondents feels that prices are low.
Graph 4.15:

satisfaction level with prices of patanjali products.
Interpretation: From the graph it is clear that the majority of

respondents feels that patanjali products are moderate i.e. 66%.

Table 4.16:

satisfaction of delivery schedule.

respondents
Fully 11 22
satisfied
Satisfied 30 60
Dissatisfied 9 18
Total 50 100
Analysis:
respondents fully satisfied with delivery schedule, 30 respondents
satisfied and rest of 9 respondents dissatisfied with delivery schedule.
Graph 4.16:

satisfaction of delivery schedule.
Interpretation:The majority of respondents are satisfied with delivery

schedule of products i.e. 60% .

CHAPTER-5
Summary of Finding Suggestion and Conclusion

CHAPTER-5
SUMMARY OF FINDINGS SUGGESTION AND

CONCLUSION
5.1 FINDINGS:
1. 58% of respondents are female.
2. 52% of respondents lie between the Age of 20-30.
3. 56% of respondents are Married.
4. 100% of respondents are users of Patanjali products.
5. 50% of respondents will prefer Patanjali food products.
6. 20% of respondents are using Patanjali products weekly.
7. 50% of respondents are recommended the Patanjali products to others.
8. 40% of respondents opinion about Patanjali product is excellent.
9. 72% of respondents don‘t like to shift other brand.
10. 66% of respondents are satisfied with the packaging of the products.
11. 34% of respondents prefer Patanjali products because of its purity.
12. 64% of respondents buy Patanjali products through Patanjali stores.
13. 66% of respondents satisfied moderate with the prices of Patanjali

products.

5.2 SUGGESTIONS:
Based on the data collected through survey certain suggestion are
made for Patanjali Ayurvedic limited.
1. From the analysis, it is found that 72% of respondents don‘t like to

shift other brand of Patanjali products. So, the company should try to
maintain and as well as improve the satisfaction level of the consumers.
2. From the analysis, it is found that 66% of the respondents satisfied

with the packaging. So, the company give more importance to packaging.
3. From the survey it is found that, 34% of respondents will prefer

Patanjali products for the purity and neutrality in products. So, company
will maintain this and it will be continued in future days also.
4. Also found that, 66% of respondents feel that the prices of Patanjali
products are moderate. So, the company should look forward to make it
more affordable, hence increase its demand in the market.
5. the company should increase its overall distribution facility across the
Davanagere city i.e., increase in number of outlets.
5.3 CONCLUSION:
From the analysis and subsequence research done, it was found
that Patanjali products are provided good service to the consumers. The
consumer are satisfied with the packaging of Patanjali products. From the
survey, it was found that Patanjali products are available in all parts of
the city. The respondents also feel that the prices could be more
affordable compared to other brands existing in the market. The number
of Patanjali retail outlets can also be increased to enhance its availability
as well as popularity in the market. Overall, consumers are satisfied with
the Patanjali products.

QUESTIONNAIRE
Dear respondents
I am Bharathi GM Studying in
4th semester M.Com, Department of studies I commerce,
A.R.G POST GRADUATE CENTRE Davangere. As a part of
my academic curriculum I have under taken a project entitled
―A study On Consumer Attitude Towards Patanjali Products
(with special reference to Davanagere city). Under the
guidance of Mr.Nagaraja MS. I promise you that, information
furnished by you will be used for my academic purpose only.
Thank you,
Yours faithfully
BHARATHI GM
1. Name:
Address:
2. Gender
a. Male [ ] b. Female [ ]
3. Age
a. 20 -30 years [ ] b.30 - 40[ ]
c. 30 - 40 [ ]

4. Marital Status
a. Married [ ] b. Unmarried [ ]
5. Do you use patanjali product?
a. yes [ ] b. No [ ]
6. Which category of patanjali products of patanjali you use?
a. Medicine [ ] b. Food products [ ]
c. Health products [ ] d. Any patanjali spices [ ]
7. How frequently you use the Patanjali Health products ?
a. Daily [ ] b. Monthly [ ]
c Weekly [ ] yearly [ ]
8. Would you like to recommend patanjali health products to

others?
a. Definitely [ ] b .Definitely not [ ]
c. Probably [ ] d .probably not [ ]
9. What is your opinion regarding the quality of patanjali

health products?
a. Excellent [ ] b. Good [ ]
c. Average [ ] d. Poor [ ]

10. why do you choose patanjali health products?
a. Natural in nature [ ] b. Good quality [ ]
c. No negative effect [ ] d. Cheaper prices [ ]
11. Have you seen any health benefits by using of patanjali

health products?
a. yes [ ] b. No [ ]
12. Would you like to switch brand in future?
a. yes [ ] b. No [ ]
13. Are you satisfied with the packaging?
a. yes [ ] b. No [ ]
14. Are patanjali health products are genuine?
a .yes [ ] b. No [ ]
15. What do you prefer in patanjali health products?
a. Taste [ ] b. Purity [ ]
c. Brand Loyalty [ ] d. Usaging [ ]
16. How did you come to know about this brand of patanjali?
a. Advertisement [ ] b. Neighbours [ ]
c. Friends [ ] d. Others [ ]

17. From where do you buy it?
a .Patanjali stores [ ] b. whole seller[ ]
c. Retailer [ ] d. Online order [ ]
18. What do you feel about prices of patanjali health products?
a. Very high [ ] b. Moderate [ ]
c. Low [ ]
19. What is your opinion about delivery schedule?
a. Fully satisfied [ ] b. Satisfied [ ]
c. Dissatisfied [ ]
20. Do you have any suggestion to patanjali Ayurved Ltd?

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A STUDY ON CONSUMER ATTITUDE TOWARDS PATANJALI PRODUCTS

1.1 General introduction

Ayurveda or the ‗science longevity‘ is the system of nature

A.R.G COLLEGE OF ARTS AND COMMERCE, P.G CENTRE, DAVANAGERE Page 1

1.2 Specific Introduction

A well-known Yoga Guru Baba Ramdev starts an

Patanjali has grown from strength to strength and is giving big

Patanjali started its operations with patanjali yogapeet in Haridwar

A.R.G COLLEGE OF ARTS AND COMMERCE, P.G CENTRE, DAVANAGERE Page 2

Patanjali yogapeet offers treatment and scientific research and

The infrastructural facilities at patanjali yogapeet includes an OPD

1.3 Review of Literature

A.R.G COLLEGE OF ARTS AND COMMERCE, P.G CENTRE, DAVANAGERE Page 3

3. Roy lath and sharma(2015)

4. According to pittie (2015)

5. Shinde.D.T And Gharat.S.T (2017)

A.R.G COLLEGE OF ARTS AND COMMERCE, P.G CENTRE, DAVANAGERE Page 4

1.4 objectives of the study

 To study the consumer opinion about patanjali products.

 To examine the purchasing behaviour of the consumer gender wise

 To know the consumer satisfaction level from patanjali products.

 To know why consumer are attached with patanjali products.

 To know the consumer expecting from patanjali.

1.5 Scope of the study

1.6 Need for the study

A.R.G COLLEGE OF ARTS AND COMMERCE, P.G CENTRE, DAVANAGERE Page 5

 Training and development is nothing but updating the knowledge,

1.8 Sources of data collection

By reading books, newspapers and magazines journals and breaches

A.R.G COLLEGE OF ARTS AND COMMERCE, P.G CENTRE, DAVANAGERE Page 6

1.9 LIMITATIONS OF THE STUDY:

Introduction, review of literature, objective of the study, scope of the

Unit 2: Product Profile

Production plant, product strategy, types of patanjali and product

Unit 3: Consumer attitude towards patanjali products

Introduction, importance of patanjali products factory influencing on

Unit 4: Analysis and interpretation of data

This chapter consist of tabulation classification and graph

Unit 5: Summary of finding suggestion and conclusion

This chapter consist of finding, suggestion and conclusion

A.R.G COLLEGE OF ARTS AND COMMERCE, P.G CENTRE, DAVANAGERE Page 7

2.1 PRODUTION PLANT

Yoga guru baba ramdevpatanjaliAyurved is looking for to up a

The company is in discussion with the Yamuna expressway

Patanjali Ayurved did not respond to an email seeking comment on

A.R.G COLLEGE OF ARTS AND COMMERCE, P.G CENTRE, DAVANAGERE Page 8

everything from noodles to shampoos and soaps rose 64% to Rs.731cr,in

At the movement, the company has only one manufacturing facility

It expanded from 200 patanjali outlet in 2014 to 5000 frenchise

In addition , it is also setting up dairy facility for cow milk in

A.R.G COLLEGE OF ARTS AND COMMERCE, P.G CENTRE, DAVANAGERE Page 9

2.2 PRODUCT POSITIONING STRATEGY

Patanjali has a two pronged position stratergy:

The brand slogan of patanjali ―PrakrutikaAshirwad‖ which means

2.3 Product Positioning By Value Discipline:

 This brand of Baba Ramdev has a universal appeal, is sharing and

A.R.G COLLEGE OF ARTS AND COMMERCE, P.G CENTRE, DAVANAGERE Page 10

2.4 Patanjali Products:

1. Patanjali pure Honey

Patanjali Pure honey is a sweet aliment produced by honey bees and