Major Project Report

On

Customer Perception towards Patanjali Grocery Products

Submitted In Partial Fulfilment of the requirements

For the award of the degree of

Bachelor of Business Administration (BBA)

To

MERI college of engineering and technology

Guide : Submitted by :

Dr. Anil Grewal Harpreet Singh

 Declaration

I Harpreet singh hereby declare that the project entitled Customer Perception
towards Patanjali Grocery Products has been prepared by me towards the
partial fulfilment of requirement of Bachelor of Business Administration (BBA)
Degree under the guidance of Dr. Anil Grewal and Dr. Manju Singh.

I also declare that this project report is my original work and has not been
previously submitted to any Degree, Diploma, Fellowship, or other similar
titles.

Place : New Delhi Student’s signature

Date : 20 May,2022 Harpreet singh

 Acknowledgement

Many persons have contributed to make this project report on customer

perception towards Patanjali GROCERY Products. I would especially like to
express my appreciation to Dr. Anil Grewal for his unstinted support,
encouragement and his painstakingly and meticulous effort towards
developing this project.

I acknowledge the help and cooperation received from all colleagues from who
have contributed directly and indirectly to the contents of this project, as they
had given me numerous ideas. Their criticism gave me the much-needed hints
about the areas that needed elaborations and amendments and also to
present them with greater clarity.

Finally, I wish to express my sincere thanks to all my family members,

especially my Parents for their constant moral support and encouragement.

I would welcome constructive suggestions to improve this Project Report,

which can be implemented in my further attempts.

Thanking You!

Harpreet Singh
 Table Of Content
S.no Content Page no.

Declaration
Acknowledgement
Executive Summary
Objectives of study
Table of content

1 Chapter 1
Profile of the company

2 Chapter 2
Literature Review

3 Chapter 3
Research Methodology

4 Chapter 4
Data Analysis

5 Chapter 5
Findings And Conclusion

6 Bibliography
 Executive summary

Patanjali, founded in 2007 by Baba Ramdev and his aide Swami Acharya
Balakrishna has grown into a 5000 crore company in 2015. It has disrupted the
entire FMCG market with its unconventional growth story. The credit goes to
Baba Ramdev who has very meticulously decided the timeline for each action
and delivered unprecedented success. Patanjali's vision is to provide
herbal/ayurvedic/natural solutions to all the problems and in this pursuit it is
also elevating the livelihoods of local farmers. The mission and vision of the
company are mentioned in the first chapter including the strengths,
weaknesses, opportunities and the threats to the Patanjali company. Chapter
two includes the literature review and further the research methodology's
mentioned. The methodology used in the project is Convenience sampling
technique with non probability based sampling. The sample size of the
research is 100. In this research a random of 100 consumers with different age
groups and occupations were asked for feedback. Data is analyzed from the
feedback given by the customer by: answering different set of questions and
some interpretation is done using pie charts, tables in the research. At last the
findings and conclusions are concluded on the basis of the questionnaire filled
by the respondents, proper limitations and suggestions to the study are given
on basis of the analysis through the information gathered, to give glimpse
about the corrective measures that can be taken by Patanjali in order to have a
good growth and development in the market.
 Objective of the study

1) To study the brand perception of patanjali in the minds of customers.

2) To understand the image of the products in the eyes of the consumers.

3) To study of satisfactory level of consumers after usingpatanjali products.

4) To know about the portfolio of patanjali Ayurveda ltd.

CHAPTER - 1
COMPANY PROFILE:

INTRODUCTION TO PATANJALI
Patanjali Ayurveda was formed in January 2006 as a private limited company
by yoga guru Ramdev and his partner Sri Acharya Balakrishna. In June 2007, it
was converted to a Public Ltd. Company. It is registered under the Companies
Act, 1956 and has its registered office in Bijwasan, New Delhi and three other
offices in Haridwar. The company was started with the vision of uplifting the
life of Indian farmers by locally sourcing the raw materials from them and
making their lives better while at the same time provide an opportunity to the
Indian masses to move towards healthy lifestyle by promoting Ayurveda and
herbal products. Baba Ramdev started off as a yoga trainer who featured in
televised programs in Aastha and Sanskaar channels and made Indians realize
that they have forgotten Indian tradition and art forms- one of them being yoga.
He got wide acceptance and word of mouth publicity helped him reach to a
wider audience. He projected Yoga as a panacea to all the health problems. In
its first year of operations, 2008, Patanjali generated a revenue of over 60
crores.1 Almost 10 years later, the home grown venture has grown to be a 5000
crore company and is posing a threat to the well established companies in the
FMCG domain.

Patanjali Ayurveda has limited advertising expenses, which gives it enough

leeway to pass on the savings from lower ad spends by way of lower prices. The
company advertises in a limited way – news tickers, regional newspapers, some
digital advertising, etc., though going ahead it might start other forms of
advertising too. Patanjali has adopted the unique information-based advertising.
For instance, the company highlights the positives of cow’s ghee, which
automatically helps sale of Patanjali Ghee. In the recent past, the company’s
print advertising has seen a marked increase.

Patanjali range of products

Patanjali has a wide range of products with the theme of Ayurvedic/herbal being
common across all categories. It has four business divisions: food and
beverages, cosmetics and health, health drinks and home care. The highest
revenue grossing products are Patanjali cow ghee, Dant Kanti, Kesh Kanti,
Patanjali Atta noodles and Patanjali Aloe Vera juice and gel.
The customer base of Patanjali is ridiculously huge and with each passing day,
it is growing bigger. A major ramp-up came when Patanjali was relaunched by
Baba Ramdev in 2014. After that it has not looked back. The company is
finding it difficult to cater to the demand of all the customers. It has increased
its distribution channels and expanded its reach multifold from the point when it
started. Production has also increased, and it has now over 450 products in its
portfolio.

Organization structure:

The Board of Directors is formed of three founding people. Swami Acharya

Balakrishna is serving as the Managing Director of the company. Two other
members Swami Muktanandji and Sri Ajay Kumar Arya are also holding
positions as the Directors of the company. Swami Ramdev do not hold any
position or stake in the company but does act as the Ambassador for the entire
Patanjali brand. The operations department is headed by Ramdev’s brother Ram
Bharat. Everyone else from the finance, logistics and other teams report to him
He is the informal CEO, but designations are not very formalized within
Patanjali. Patanjali has over 200,000 employees in total. They hire street-smart
people and do not look for MBA graduates only.

This helps them to keep costs down while also delivering unprecedented
growth.

Production

Patanjali Food and Herbal Park at Haridwar is the main production facility
operated by Patanjali Ayurveda. The company has a production capacity of
₹350 billion (US$5.4 billion) and is in the process of expanding to a capacity of
₹600 billion (US$9.2 billion) through its new production units at several places,
including Noida, Nagpur, and Indore. The company plans to establish further
units in India and in Nepal.

In 2016, the Patanjali Food and Herbal Park was given a full-time security cover
of 35-armed Central Industrial Security Force (CISF) commandos. The park
will be the eighth private institute in India to be guarded by CISF paramilitary
forces. Baba Ramdev is himself a "Z" category protection of central
paramilitary forces.

VISION
Keeping Nationalism, Ayurveda, and Yoga as our pillars, we are committed to
create a healthier society and country. To raise the pride and glory of the world,
we are geared up to serve people by bringing the blessings of nature into their
lives. With sheer dedication, scientific approach, astute planning, and realism,
we are poised to write a new success story for the world.

MISSION
Making India an ideal place for the growth and development of Ayurveda and a
prototype for the rest of the world.

SWOT ANALYSIS OF PATANJALI

S-STRENGTH
1. Patanjali has grown at a rapid pace within a short span of time.

2. Extensive marketing has pulled people into accepting its products as a

healthier and safer option.

3. Strong brand ambassador with Baba Ramdev as its face helped boost the
business for Patanjali.

4. Patanjali offers new products, new style of marketing etc. has changed the
market dynamics.
5. More than 200,000+ employees with Patanjali.

W-WEAKNESS
1. Launched too many products in a short time.

2. Patanjali faced issue with advertising council of India.

3. Lower concentration on other top countries.

O-OPPORTUNITIES
1. Patanjali can tap overseas market as Ayurveda is increasingly getting
awareness.

2. Can enter more segments in personal hygiene, FMCG etc.

3. Can also diversify in apparels.

T-THREATS
1. Prominent FMCG players coming up with their own variants of ayurvedic
products.

2. Big players have their existing model, which is sturdy, which can overcome
new.

Media Attention

Ramdev rose to national fame as a yoga guru through his programs on TV

channels - Sanskar in 2001 and Aastha from 2003. He readily acknowledges the
role of the media in his rise. "Patanjali ko bananey main ek se 10 per cent
humara role Hai, baaki role media ka Hai (My own role in the rise of Patanjali
is just one to 10 per cent, the rest of the credit goes to the media)," he told
Business Today website.

Less Price
Patanjali products are available at an attractive discount as compared to their
competition. The company sources products directly from farmers and cuts on
middleman to boost profits. Hence, they can reduce their raw material
procurement cost and are able to produce goods at a much cheaper rate.

Retail outlets
Initially, Patanjali shunned the conventional distribution network, preferring to
rely on its own channels of super distributors, distributors, Chikitsalayas
(franchise dispensaries) and Arogya
Kendras (health center’s which sell Ayurvedic remedies). Once it turned to
retail outlets from 2011, revenue began to multiply manifold.

Variety of products

Already, a few Patanjali products have made major inroads - apart from desi
ghee, its toothpaste Dant Kranti, for instance, launched in March 2010, brought
in revenues of Rs 200 crore in 2014/15. Patanjali has also ventured out to
produce many other new items that were mostly produced by foreign companies
in recent months. Patanjali also sells toothpastes, unpolished pulses, and
detergents.
Patanjali is happy to co-exist with indigenous companies, multinational ones are
a different matter. "Humara ek simple funda Hai: MNCs ko replace karna (We
have a simple principle: we want to replace MNCs)," said Ramdev.
"We don't want to put anyone down, but we would like to instill swadeshi pride
so that Indian money does not go out of the country." He is aware that the
competition is gunning for him.

Future Growth.

1. Patanjali wants to reach 10000 crore Business.

2. To spread out its business globally to reach top position in FMGC

Industry.

3. Planning to start its retail outlets at Airport and Railway stations.

4. To bring more innovative products through effective research.

Competitors

Hindustan Unilever Limited (HUL):

HUL was started in 1933 by Lever Brothers and became Hindustan Unilever
Limited as a result of merger between Lever Brothers. Hindustan Vanaspati
Company limited and United Traders Limited in 1956. HUL products are Lux,
Surf excel, Rin, Wheel, Clinic Plus, Life Boy, Close up, Pepsodent, Fair &
Lovely, Vim, Dove, Sun silk, Vaseline, Pears, Lack me. Bru Coffee, Lipton,
Tea and Kissan Jam.

Procter & Gamble (P&G):

American Multinational Company Procter & Gamble is also known as P&G.

William Procter & James Gamble are the founders& its headquarters is located
at Ohio, United States. David Taylor is the present CEO of P&G. The products
of P&G have been categorized as baby care, homecare, oral care, family care,
grooming, hair care, skin & personal care. It bas global presence with best
quality products using innovation and technology. P&G is known for Ariel &
Tide laundry detergent, Gillette razors, Head & Shoulders shampoo, Pantene
hair care products, Oral B inner dental products.
Dabur India:

Dabur India is one of the leading FMCG companies & world leaders in
Ayurveda Started in 1884 as an Ayurveda company by Burman family of
Calcutta. Dabur India has become one of the biggest Indian owned FMCG
Company with the largest herbal and natural product portfolio in the world.
Product categories of Dabur include Hair care, Oral Care, Skin Care, Home
Care and Foods. It is known products are Vatika, Hajmola, Real fruit juices and
beverages and Fem for fairness and skin care products. Dabur products are
available over 120 countries across the globe.

Nestle Ltd:

Nestle was founded in 1867 by Henry Nestle in Switzerland. It produces various

range of Products it includes baby food, breakfast cereals, coffee, tea, bottled
water, snacks. Its wellknown products are Nescafe, Maggie, and Kit Kat,
Munch, Mill')' Bar, Eclairs, Milkmaid etc. Nestle products are available across
the globe. It has been contributing to the India's growth over decades by
building trust and commitment with the people of India.

Patanjali Ayurvedic and Herbal Products

Patanjali Ayurveda Limited is an Indian FMCG company. Located in the

industrial area of Haridwar, the company manufactures mineral and herbal
products. It has also manufacturing units in Nepal under the trademark Nepal
Gramudhyog and imports majority of herbs in India from Himalayas of Nepal.
According to CLSA and HSBC, Patanjali is the fastest growing FMCG
Company in India. It is valued at 3,000 Crore (US$450 million) and some
predict revenues of 5,000 Crore (US$740 million) for the fiscal 2015–16.
Patanjali operates via 3 business segments, viz., foods (foods, supplements,
digestives, dairy, juices, etc), FMCG (cosmetics (shampoo, soaps, face wash),
home care (detergent cakes, powder, liquid), etc) and Ayurvedic products
(healthcare products for blood pressure, skin diseases, joint pain, etc). In FY15,
of the total sales of INR20.3bn, food and cosmetics contributed INR8bn each,
while healthcare products comprised the balance. The company has adequate
capacity to achieve its revenue target of INR50‐60bn in FY16.
Economic Feasibility

According to Kochhar, the reason why online is a better channel for distribution
of this category is that for a local retailer or kirana store, it is not economically
feasible to stock the entire product line or selection of products, as the category
is still small. Ayurveda is about 5-10 per cent of the entire food and personal
care category, estimated at Rs.1, 50,000 Crore. Patanjali Ayurveda Business
growth driven by increasing demand for herbal products, brand image and
new product pipeline.
CHAPTER -2
 Literature Review

As world well known that Indian civilization is one of the oldest civilization
from ancient time the priest and saints had much medical, health and
political reached more than present time, Though Ayurveda which means
life-knowledge, has the genesis in the Indian subcontinent, the Indians have
been molded to take to the English medicines over the years for their
assured faster relief. The origins of Ayurveda are also found in the
Atharvaveda which contains 114 hymns and incantations described as
magical cures for disease. The Indian Ayurvedic medicine market is not as
popular as the allopathic medicine market for various reasons.

This article intends to throw light on the performance, perceptions, and

judgments about an Ayurvedic medicine brand ‘Patanjali’ – a creation of
Baba Ram Dev, who is a dynamic character in the media also for his periodic
sensational statements about the current happenings in the nation, which hit
the headlines quite often Dr. A. P. Pednekar (2015).through his organization
‘Patanjali Ayurveda ’ shows how through yoga practice we can transform
ourselves, control master over the mind and emotions, and overcome
obstacles our evolution, yoga is more than Asanas(postures),A.S.Rao(2007).
K.Vinod, J.Ankit, R. Zillur, J. Akhil (2014) Man’s culture and believes can affect
their buying behavior, it proved by him through performing yoga throughout
the world, during his Yoga sessions he trying to aware the world’s consumer
about negative effects of chemicals used by the FMCG companies, in this way
he succeeded in creating a positive image through spirituality and using to
sell his products in the market.

The people of the country or locality are always keen towards the natural or
Ayurvedic products, in these medicines or other Ayurvedic products are
giving a tough competition to the FMCG products market for consumer
satisfaction.FMCG firms attracts the consumer by advertisement to gain
maximum profit, for this purpose firms hire many actors and actresses, but
on other side Baba Ram Dev promote his products on his own, in this way he
came out as the role model and promoter of Patanjali Ayurveda, in this
Patanjali’s advertisements are seen on most of the TV channels, the main
aim behind the promotion is ‘Swadeshi’ (made in India) and to provide pure
products to the consumers and also sustain a brand in the Indian as well as
international market. S. Deepika and S. Ambu (2017) Today’s consumer
wants to know what they can use for their life or what composition of the
products, this curiosity of the consumer exploited by the Baba Ram Dev, has
to maintain and sustain the quality of own products along with its fastest-
growing volumes in the Indian market. Today’s consumer are more health
conscious and are maintaining a good quality life, and their preference to
consume such products which give them a good state of their health as well
as provide maximum satisfaction, the consumer familiarity discipline leads in
providing ‘best total solution’ an affirmation that the company helps its
consumers recognize their accurate problem and the best solution,
ultimately taking charge of implementing it, Baba through his product
offerings addresses all three value disciplines offering a unique blend of
Ayurveda and Vedic philosophy to provide value for his customers(R.
Priyanka, 2016)..

Consumers are demanding more herbal and organic products across

different categories of personal and home care, Patanjali Ayurveda Ltd. is
one of the new entrants in the Ayurvedic and herbal FMCG sector but has
already created waves across the country, giving tough competition to the
established multinational corporations, product quality, brand image, and
trust are the most important factors influencing consumers' decision making
in selecting Patanjali products, Association of the name of Baba Ram Dev is
also influencing the sales of Patanjali. However, results revealed the average
satisfaction of Patanjali products (K.Deepa and C. Mona, 2017).G.Neha and
G. Vishal (2016) A firm must study the pattern and scenario of competition
in the market, so they can compare various marketing strategies of various
companies selling their brands of herbal and Ayurvedic products, it’s very
essential that consumers must recognize the importance of Ayurvedic and
herbal products in the market so they can develop a positive attitude and
have familiarity and favorability towards products sold by the Patanjali.
D.Subhankar (2017) Baba Ram Dev's brand seems well configured and ready
for take-off. It seems to have all the magic ingredients of success. The brand
has moved into e-commerce besides being available with retail chains and
under its own distribution centers. The Ram Dev Medicines brand is ready
for export with foreign exchange earning potential and could be a great
success if marketed successfully given the weakness that the West has for
both Yoga and Herbal alternatives. The brand pyramid has legs. Products are
available online and through offline retail. And finally, it’s not only his
companies that are digital. Baba Ram Dev is himself digital. He has 541k
followers on Twitter. Big MNC CEO's are going to find it difficult to match this
kind of popularity in the near future. On Facebook, Baba Ram Dev has 5.7
million people liking his page. (Even Facebook could get only 11 million
consumers to vote for Free Basics!) And with the development of ‘Make in
India’ movement in full swing Patanjali will certainly go to another level due
to its ‘Swadeshi’ movement. Baba Ram Dev's sutras in the business world
may well have a twist that the MNCs and large Indian firms may find hard to
emulate & explain.

Anupriya (2017) studied the brand perception, brand preference and

satisfaction level of consumers of „Patanjali‟ products. It was revealed
that there is high awareness and satisfaction level with the quality and
price of the products and the ability to cure the problem. It is found that
most of the customers are aware of the product through advertisement.
Chemical free factor motivated respondents to buy Patanjali products. It
is suggested that Patanjali must fulfil the claims made by the company. It
is concluded that Patanjali products are easily available, cost effective,
well accepted by customers and have no side effects. It is concluded that
all the customers are aware of the product, and the customers are
satisfied with the quality and price of the products. Reasonable price and
ability of the product to cure the problem leads to higher satisfaction of
Patanjali products.
Sekar and Ramya (2017) studied the sources of awareness, satisfaction
level and factors influencing the consumer to use the Himalaya Ayurvedic
products. It was revealed that majority of the respondents got the
awareness through media, followed by awareness through friends and
relatives. The personal factors like age, gender, monthly income, and
educational qualification has no significant relationship with the reasons
for selecting the Himalaya Ayurvedic products. Marital status and
occupational status has a significant relationship with the reasons for
selecting the Himalaya Ayurvedic products. The personal factor of the
respondents like marital status and occupational status has a significant
relationship with the reasons for selecting the Himalaya Ayurvedic
products. Majority of the respondent are satisfied and are willing to
purchase Himalaya. It was suggested to reduce the price and sample or
trial packs can be given to create awareness. Participation in exhibitions
and trade fairs attract more consumers. Firm should try to cover small
towns and villages. The company has got good name and same for its
quality and innovative products to satisfy the current demand for their
customer. And people have a positive opinion and buying behavior
towards Himalaya Ayurvedic products. The study is confined to
Coimbatore city only.

Sajitha S Kumar[2016] highlight the success of Patanjali as an

organization with the range of products both in Medicine and FMCG
domain and how it has contributed to and touched the lives of common
person through its sprawling business ventures & the commitment it
makes to benefit the stakeholders of the community. The trust is largely
run by Sadhus unlike the professional CEO’s incorporates and as a
succession it will continue to be run by Sandhu’s only.
NafisaAdat (2013) studied customer satisfaction, service quality and
evaluated customers‟ expectations and perceptions of services provided
at a selected pharmacy chain in greater Durban area. The results show
that customers‟ expectations exceeded their perceptions on the five
service quality dimensions viz. tangibles, reliability, responsiveness,
assurance and empathy. The study shows that overall there is a high
level of customer satisfaction across all four stores of the pharmacy chain
and these results are very positive. Providing prompt service, training of
employees, enhancing social skills of the staff, professionally handling
customer complaints, appearance of employees and convenient business
hours are important to the customer. It was concluded that Pharmacy
chain customers are satisfied with service quality dimension of tangibles
and pharmacy chain has managed to achieve the service quality
dimension of reliability. Pharmacy chains need to have high levels of
responsiveness and empathy. Study reveals that people have confidence
in staff and feel that they have professional knowledge to answer
customer queries which leads to assurance.

Eugene and Jinda (2017) studied the conceptualization of customer

satisfaction and its effect on word of mouth. It was found that the core
offering (food quality or merchandise quality)and service equally
influence overall satisfaction. Influence of core offering on relative
satisfaction is more than that of service. Overall satisfaction influences
Word of mouth, relative satisfaction. does not. It was revealed that while
overall satisfaction influences Word of Mouth, relative satisfaction does
not. Thus, focusing solely on the core offering to improve relative
satisfaction may not be enough. Firms should aim for overall best
performance rather than merely better relative performance. Positive
word of mouth is generated when customers are overall satisfied with the
brand which demands both a superior core offering as well as high
service.
Ramalekshmi. S, D Elangovan [2015], elaborated the ancient Ayurvedic
medicine system and its value but focuses on the barriers faced by the
producers of Ayurvedic medicine which has dampened the global pickup.
Author concludes the barrier encountered by producer’s vis-a-vis their
personal profile brings few categories like category of the organization,
field experience, initial capital investment, monthly turnover and type of
product manufactured had faced problems that are having significant
relationship.

Behare and Wadekar (2014) studied consumer behavior towards

Ayurvedic products and also studied the influence of word of mouth
publicity. The study finds that majority of the respondents always use
Ayurvedic products in some or the other waylike Cosmetics, Daily needs
like soap, shampoo and massage oil, Health Foods like Chyanprash etc.
Allergy to allopathic products, fear of side effects of non Ayurvedic
products and less trust on allopathic treatment are the major influencing
factor. Word of mouth, advertisement, friends and relatives play an
important role in promotions. Word of mouth publicity has great impact
on buying pattern. Advertisement was found to have less impact while
buying Ayurvedicproducts/medicines. Respondents feel that Ayurvedic
products/medicines meet their expectations. Majority of respondents
have great trust in Shree PantanjaliYog Pharmacy, second and third rank
is given to Himalaya and Baidyanath. All findings are related to the
Amravati Region only. Some respondents consuming Ayurvedic products
since long are highly satisfied with the quality. Consumer purchases
Ayurvedic products by their own discussion with friends/relatives or
pharmacists. Yoga trainings and programs can boost the sales.

Sk. Md. Nizamuddin [2000], highlights the importance , tools and

techniques of Advertisement and sales promotion . He brings the
promotion mix models. The advertising is a message to promote an idea
of good or service being communicated by one or more media through
identified sponsors whereas the sales promotion focuses on short term
incentives provided by sponsors to their consumers /traders and
persuade them to purchase the and stock the promoted stock . Promotion
is includes Advertising, Personal selling , Sales promotion , Publicity and
direct marketing.

Lakshmi Chandra Mishra [2004],Ayurveda is more a way of life then an

treatment and Ayurveda concept is equilibrium of dosha (humor), agni
(digestive fire), dhatu (seven body tissues: lymph, blood, muscle, adipose
tissue, bone, bone marrow, semen), and mala (feces, urine, and other
waste products).To promote image or any system of the country to
globalworld the Government plays a vital and meaningful role through
ISM policy along with enforcement of Good manufacturing practices
( GMP).

Arthur G Cook [2011],brings out the need for the forecast in

pharmaceutical industry and how forecasting can drive the decision
making process . It is vital to know the use to which the forecast will be
directed which are in markets or for a specific country/territory?
Forecasting tools needs to be balance between the process focus and
technical focus as it should have maximum utilization. The best approach
is to blend the qualitative factors into the quantitative framework that
creates the revenue and unit expectations for a product resources needs
to be linked to the forecast which is most delicate thing.

Chauhan and Mittal (2017) studied the impact of brand image of Baba
Ram Dev on the consumer‟s perception to buy Patanjali Products and
also the satisfaction level of consumers towards „PATANJALI‟ Products. It
was revealed that there is no significant difference between preference of
male and female consumers towards Patanjali products. Majority of the
respondents connect the positive image of Patanjali with Baba Ram Dev;
at the same time some religions also don‟t buy the products because of
Ram Dev‟s name. Personal care products are more preferred by
consumers followed by Food items. Majority of the people are satisfied
with the pricing strategy of Patanjali products. They feel that the
products are worth to money. It is concluded that a large portion of the
user is satisfied from Patanjali products and satisfaction brings in the
retention of customer.

Mahesh T S et.al[2011], in their article the main objective of researchers

is to determine the influence of marketing, its concepts on the sale of
Ayurvedic drugs. Among the various marketing element, the product and
its quality is a prime factor of sales accompanies by good product
promotional strategies. Pricing and availability do have their impact but
with low intensity

Patel Vishal et.al [2011],in line with guidelines of WHO for manufacture
quality and standardization Author presents the various facets of the
methods of different aspects of development and manufacture quality /
standardization of herbal drugs . For herbal medicine to have respected
place in contemporary health care system then the quality with standards
is paramount .

P. Guru Ragavendranetal (2009) emphasized in their research that the

survey helped them in understanding the consumer perception on brand
awareness and position of product in the market. It was observed that
consumer’s expectations were quality, benefits offered and packaging of
shampoos. Based on the results obtained, integrated marketing
communication was suggested as a result an improvement of 8% to
12.6% was observed in target population.

Sharma, Shankar, Tyagi, Singh, & Rao, 2008: A WHO (World Health
Organization) study estimates that about 80 percent of world population
depends on natural products for 19 their health care instead of modern
medicines primarily because of side effects and high cost of modern
medicine.

Blackwell et al (2006) Consumer Perception of consumer decision

making process has also been studied by a number of other researchers.
Although different researchers offer various tendencies towards the
definitions of five stages, all of them have common views as they describe
the stages in similar ways. One of the common models of consumer
decision making process has been offered.

Acquistion & Varian (2005): the supplier of a product or service can

change the consumers’ valuation towards it. This through introducing
necessary changes by offering several methods of improved services,
both for new and prior consumers. One method used to improve the
consumers’ valuation is one-click purchasing, which provides lowered
transactions costs. Furthermore, the one-click technique can be
appreciated for the consumers who purchases on a regular basis or for
the consumers who valuates the time higher.

Lee (2005), carried out study to learn the consumer perception of

consumer decision making process in the example of China. The
researcher focuses on the facts that affect the consumer decision making
process on purchasing imported health food products, demographic
effects such as gender, education, income and marital status. The author
employed questionnaire method to reach the objectives of the research.
18 Analysis of five stages of consumer decision making process indicate
that impact of family members on the consumer decision making process
of purchasing imported health food products was significant.

Osterwalder & Pigneur (2003): notes in their study that the importance
of frictional costs is illustrated by Amazon’s attempt to patent the one-
click purchase technology. The attempt also shows the frictional costs
potential in constructing competitive benefits in markets. The frictional
costs can be reduced on Amazon’s website through one-click technology
and lower the overall cost of obtaining the product form de page
compared obtaining from its competitors.

Hann &Terwiesch (2003): writes in their article about modeling value

propositions in e–business. According to the article value can be
produced at many different moments. It can be created at its
appropriation, and one example of this is Amazon’s one-click purchase
method. The method is also an example of convenient buying of
consumer goods since de method allows consumers to purchase items
through one click.

(Gommans, Krishnan &Scheffold, 2001):It is crucial for websites to

evolve and implement more simplified payment methods to keep up with
the progress and competitors. They need to go from brand loyalty to E-
loyalty. The market leader of pure E-business (electronic-business),
needs to facilitate repeat buying according to Gommans, Krishnan
&Scheffold (2001). Thetechnology use needs to improve among this
business and one way doing that is by the technique of one-click
purchases.

Dreyfuss (2000): discusses in his study how business makes consumers

stick to their sites instead of competitors. One-way Amazon succeeds
with this was through the one click purchase method. When Amazon
patented the technique conclusions can be made that consumers will in
greater occurrence stick to the page. One of the main reasons is that the
one-click method facilitates the purchase steps since the inputted
information will detain throughout subsequent visits.

Brower; 1998: The Indian herbal drug market is about $ one billion and
the export of herbal crude extracts is about $ 80 million. The sales of
these drugs account for almost 50% of the herbal medicine market.

Eva Muller (1954) reported a study where only one-fourth of the

consumers in her sample bought with any substantial degree of
deliberation. The Marshallian model ignores the fundamental question of
how product and brand preferences are formed.

Khanna Rupali (2015): In her study “customer Perception towards

Brand: A Study on Patanjali” explained us the factor influencing the
Patanjali brand. Consumer perception towards a brand depends on the
satisfaction of after using the product by the customers. It was found that
majority of the users are satisfied from Patanjali products which will help
them in customer retention.
Nagaraju and Thejaswini (2015): In their study “Consumer perception
analysis and Market awareness towards eco-friendly FMCG products”
analyzed the fact that the customers give more preference to eco-friendly
FMCG products as they are very health and environment cautious.
Patanjali has rightly marketed its products in the same category.

Moloy (2016) attempted to understand customer satisfaction, brand

preference, brand image and post purchase behavior in FMCG products in
different categories and specifically towards Patanjali products. It was
found that people are using few items of Patanjali in food & beverage and
home care segment. Customers purchase products based on brand name.
Taste is the main decision-making factor followed by health, quality, price
and brand loyalty. Baba Ramdev‟s Image, Herbal products, domestic
company, packaging, advertising, and availability all the factors have a
very positive effect on the brand. It was concluded that loyalty towards
the brand does not depend on price and advertising but depends on
quality. Similarly health and advertising has low correlation. Domestic
product (swadeshi) and quality has a very high correlation value. It was
suggested to put efforts to create brand loyalty and improve packaging.

The study finds positive opinion from the users of Patanjali’s products,
apart from few complaints of low quality of packaging, distribution
strategy is successful, advertising strategy is also very aggressive. The
result established the fact that people are accepting Patanjali’s‟ products
because of its herbal nature, good quality and reasonable price compared
to its counterpart MNCs. Patanjalis‟ strategy of entering all the segments
of FMCG sector is also unique.
Surinder (2015): In his study “Consumer perception towards the FMCG
in rural market” tells about the rural customers are mainly influenced by
media, print advertisement and word of mouth. It plays a significant role
in the buying decision of the customer in the rural areas.

Ganesh and Rosario John (2015): In their study “Consumers perception

towards Brand loyalty of FMCG products” explained satisfaction creates
brand loyalty after constitutes both the ayurvedic, herbal products as
well as Baba Ramdev as Yoga Guru who promotes healthy concepts.

According to Ruchi jaggi and Munmun ghosh (March 2017), "Consumer

Perception of Patanjali Products: An Analytical study aims to investigate
the consumer perception regarding the Patanjali brand through a survey in
the city of Pune.

The responses to a closed-ended questionnaire suggested that competitive

pricing, quality of products and good communication strategies were the
most important reasons for the popularity of Patanjali products. Further
analysis brought out the following factors as being the most important in
influencing the decision to purchase Patanjali products among its
customers: communication strategy, product quality, competitive pricing,
brand image of Baba Ramdev and consumer awareness.

According to J. Malarvizhi and T. Chitra Devi (February 2018),

"Consumer Perception of Patanjali Products: An Analytical Study" This
study aims to investigate the consumer perception regarding the Patanjali
brand through a survey in the city of Pune. The responses to a closed-ended
questionnaire suggested that competitive pricing, quality of products and
good communication strategies were the most important reasons for the
popularity of Patanjali products. Further analysis brought out the following
factors as being the most important in influencing the decision to purchase
Patanjali products among its customers: communication strategy, product
quality, competitive pricing, brand image of Baba Ramdev and consumer
awareness.

According to Sashma Sharma and Ajay Kumar Sharma(July 2017) "An

Indian Yog Guru Branding A Case Study on Patanjali Products"

Patanjali Ayurved is an FMCG company located in the industrial area of

Haridwar. It is flot growing FMCG Company in India with revenue of Rs.
5000 crore Indian rupees for the year 2015-2016. It produces products in
the categories of personal care and food. In this case, we have highlighted
that how a spiritual organization is launching and selling their own
products for the customers. In this world of competition, product can easily
be sold where spirituality also goes hand in hand and Yog Rishi Baba
Ramdev is an established brand ambassador in this sector,

According to Varun Agarwal and Sweta Agrawalla (August 2017),

"Patanjali's marketing mix the monk's new Ferrari"

Subject area Marketing Management, Product & Brand Management,

Entrepreneurship. Study level/applicability. This case can be taught
effectively to MBA/BBA students as part of Marketing Management,
Product & Brand Management, Entrepreneurship. Case overview The case
talks about the marketing mix strategy of India's fastest growing fast
moving consumer goods (FMCGs) brand Patanjali, with a tremendous
revenue growth rate of 100 per cent for the past five years, leaving major
FMCG companies insomniac
According to Sreejith R. and Kalyani Suresh (August 2017), "The
Patanjali Marketing Sutra An Exploratory Analysis of Brand Experience,
Personality, Satisfaction, and Loyalty in the FMCG Space" The study focused
on the association between brand experience, brand personality, consumer
satisfaction, and consumer loyalty of brand Patanjali in the FMCG space in
South India. It is clear Patnajali has made its way into the consumers'
hearts and minds Patanjali has simply, yet successfully identified
consumers' need for pure and wholesome modern products wing Baba
Ramdev's image for authentication and credibility Consumption is seen as a
more intellectual experience and consumers seem to use it because the
brand arouses their curiosity.
INTRODUCTION TO CONSUMER PERCEPTION TOWARDS PATANJALI
PRODUCT

1. Introduction to Consumer Perception

1.1 Meaning

A marketing concept that encompasses a customer's impression, awareness

and/or consciousness about a company or its offerings. Customer perception is
typically affected by advertising, reviews, public relations, social media,
personal experiences and other channels.

1.2 Concept of Consumer Perceptions

Consumer Perception refers to how customer perceives a certain product on

their own conclusions.

The success or failure of the business to a great extent is influenced by

consumer perception. It is based on their actual experience obtained from the
use of certain goods or services. The price, quality and image of the
manufacturer are the other factors which influence consumer perception.

Fast Moving Consumer Goods segment is the fourth largest and fastest
developing sector in the Indian economy. FMCG are products that are sold
quickly, it has less shelf life and relatively low cost.

Products in this category include all consumables people buy at regular

intervals they are soaps, detergents, shampoos, cosmetics, toothpaste, soft
drinks, processed foods, batteries, bulbs, pharmaceuticals, plastic goods and
many other consumer nondurables.

The major FMCG companies are Dabur India Ltd, ITC, Nestle, Patanjali
Ayurveda Ltd, Britannia, and HUL. The earnings of FMCG commodity are
relatively small, but they are generally sold in large quantities. From the
consumers perspective they frequent purchase FMCG products for day to day
consumption with low involvement to choose the item. They are used at least
once a month directly by the end users. From company perspective large scale
of production helps to reduce the cost of production and extensive distribution
networks helps in large to sell the products in high volume.

The Middle income and the rural population are the potential market for
FMCG products. Shift to organized market, increase in penetration, easy access
and rural consumption are the drivers for lndia 's FMCG sector Branding,
advertising and innovation are the problems of FMCG industry. Indian
customers are more adaptable to new and innovative products. The large
customer base, purchasing power, competitive market, and media are the
important factors which contributed to the growth of FMCG industry in India.

FMCG MARKET HAS THREE MAJOR SEGMENTS

1 Food and beverages (18%)

2 Health care (32%)

3 Household and personal care (50%)

Consumer Perception is the procedure through which the people organize and
understand their sensory impersonation through noise. Sight, smell, taste, etc.
To give sense to their surroundings.

1.3 FACTORS INFLUENCING PERCEPTION

Internal Factors:

a) Needs: Perception is based on their own needs and requirements of the

consumers.

b) Self-concept: The self-concept plays an important role in perceptual

selectivity.

c) Beliefs: A person's beliefs influence on his perception.

d) Past Experience: A person's past experience mould the way he perceives the
situation.

e) Expectations: Expectations affect what a person perceives.

External factors:

f) Size: The bigger size am-acts the attention of an individual.

g) Intensity: High intensity increases the chances of selection.

h) Status: The perception is also influenced by the status of the perceiver.

ELEMENTS OF PERCEPTION

a) Sensation: The direct and instant response of the sensory organs to

stimuli.
b) Absolute threshold: It is the difference between "something and
nothing" at the lowest level
which a person can understand a sensation.

c) Differential threshold: It is the least difference which can be detect

between two comparable stimuli.
SENSATION AND MARKETING STUMULI :

Consumer perception is difficult to understand as it shapes of their perception

decisions, based

on their sensory preference that is sight. sound .taste. smell and touch and
also it includes the

culture. demographics. family and friends.

d) VISION: It is dominant marketing sense of human. In that different

colors affects moods
and emotions of the consumers, but this feature should differ drastically across
cultures

with that color, shape size and packaging are also important for marketers
when a designing

the product.

e) SMELL: These senses are less significant to person, but it has a Long
affect. If it used,
then the smell can be defined as how they felt.
 BEARING: These Senses create a feel of relation and stimulation,
consumer show capacity to drag some sounds right up from while
unnoticing the others.
TOUCH: Skins are the major organ and Lile touch affects the whole
organism and the practice of these senses depends upon product category.

TASTE: This sense is combined with sense of smell then it becomes even
more powerful.
A tongue has different taste like sugar, salt etc.

Advantages of Consumer Perceptions towards Patanjali Industry

1. Superior Perceived Quality

The perceived quality of most Patanjali products that are driving the growth of
business (namely - ghee, chavanprash, toothpaste and shampoo) is considered
superior by the consumers. It’s the classic trial-conversion model - once the
consumer tries these products (either on recommendation or by self), most of
them get glued to these products.

2. Price Advantage:

Indian market has traditionally been price sensitive - be it FMCG, automobiles,

realty or any other sector. Patanjali products provide the price leadership with
great perceived quality and thus present themselves as a winning combination
where consumer gets a product with high perceived quality at a lesser price
than the competition.

3. Brand Truthfulness

So far, when a consumer used to buy a so called "Herbal" product, say a

shampoo - he would discover it to be a cocktail of chemicals like Silica and
Sodium Lauryl Sulphate (SLS) to which a natural extract like neem or henna
would be added. In contrast, Patanjali shampoo ingredient list is 99% herbs
including well known Indian herbs like Reetha and Shikakai which are a part of
traditional wisdom for hair care in India. This leads the consumers to consider
Patanjali as more truthful than others.

4. Strong Distribution Network

With thousands of dedicated retails shops across India – even in the small
towns – Patanjali bridges the gap between the intention to buy and actual
buying process. Most of the retailers are locals and die hard Patanjali product
fans. Maximum conversion for Patanjali product portfolio happens at the retail
when a consumer approaches to buy a product but is sold other products as
well with conviction by the retailer. This confidence/conviction has hugely
contributed to the consumer loyalty.

5. Trusted Brand Ambassador:

In Baba Ramdev, Patanjali has got a strong brand ambassador. He is credited

with bringing Yoga to the forefront in India in last decade or so with the Yoga
camps and TV channels like Aastha. Thus, he has got his own faithful admirers /
supporters across the country, many of which were the early consumers/
distributers/ retailers / promoters of Patanjali products. Add to this the
feelings of Swadeshi/ Nationalism and you take a brand image to a different
orbit altogether for the consumers.

6. Brand Trust:

Last but most importantly – with all the factors listed above, Patanjali
consumers have developed an unshakable faith in the products that they are
using. Trust in the brand has been developed over a period with positive
experiences with the products. This trust has converted many of Patanjali
consumers to brand evangelists. The word of mouth of satisfied consumers
seems to be driving force behind growth of Patanjali products.

Disadvantages of Consumer Perceptions towards Patanjali Industry

1. Too many surveys, so little time: Your customers are bombarded with online
surveys. Surveys may be simple to complete, however, some people simply do
not like to complete them. Sending surveys too often can irritate customers
and lead to customer burnout. Customer burnout can result in low response
rates or result in lower satisfaction scores, despite your reputation for
providing excellent products or services.
2. Privacy Issues:

We live in a high-tech environment filled with daily doses of unwanted junk

email, email solicitations, and sales calls. When taking an online survey or a
phone survey (or any type of survey), it is hard for your customers to believe
that they aren’t being tracked. Because of insecurities of releasing private
information, customers today are hesitant in giving out information that may
lead to more junk email and unwanted calls. Make certain to assure customers
that the information they provide in response to your customer satisfaction
surveys will not be used. Without this disclaimer, it may be difficult to receive a
good response rate.
CHAPTER - 3
 RESEARCH METHODOLOGY

Objective of the study:

 To study about product portfolio of Patanjali.
 To study customer perception towards Patanjali Grocery Products.

Scope of the study:

The scope of the project is limited to the extent of assessing the perception of
customer towards Patanjali Grocery Products. The sample for the study
consists of respondents. The respondents were questioned about their
preference and the reason for their preference and the opinion given by them
were classified and analyzed. The main aim is to study customer perception
about Patanjali grocery products. The study was undertaken in Delhi NCR
region.

Research Methodology
Research Methodology is considered as the nerve of any project as this
is one measure that helps determine how accurate the results of a
research method are. The primary objective of the study was to
identify the most common factors influencing the consumers‟ buying
behavior to purchase FMCG products and to find the consumer
perception towards the company, Patanjali. Study on the level of
satisfaction of customers using a Patanjali product has been done. A
sample of 52 was surveyed to ascertain the exact standing Patanjali,
when it comes to customer experience and satisfaction.
A questionnaire was prepared after studying the company profile and
the current FMCG market scenario. Standardized questionnaire was
adopted to collect the data in the study.
 Brand Image/Perception of consumers (regarding Patanjali)
 Level of satisfaction while using a Patanjali product
The project is based on survey plan. The main objective of the survey
was to collect appropriate data, which worked as a base for drawing
conclusions and getting results. This helped in capturing a snapshot of
the attitudes and behaviors – including thoughts, opinions, and
comments – about our target survey population.
A total of 225 consumers were selected by using
Judgmental/Convenience Sampling Technique, keeping the objectives
of the research in mind. The sampling size included both male and
female of different age and income groups.

Data Collection

Primary Data
The report is prepared after collecting data from the
questionnaire prepared. Data was collected by floating the
questionnaire online Mall intercept survey method, personally
approaching and asking people directly.
Secondary Data
In order to have a proper understanding, an in-depth study was
done from various sources such as books, articles from leading
journals, magazines, reports of agencies of national and
international repute and articles from various websites.
A structured questionnaire based on different factors, related to the
attributes of preferring, feedbacks and likings, was constructed using
an itemized rating scale: Likert scale in order to measure the
perception of the consumers of the criteria of choosing consumer
packaged goods and its underlying factors. Questionnaire was prepared
in such a way that it should be easy and convenient for the
respondents to answer all the questions in a short period of time. A
total of 52 persons have filled the survey, which would be forming the
basis for further evaluation and analysis.
Research Design

Research Design refers to the overall strategy that we choose to

integrate the different components of the study in a coherent and
logical way, thereby, ensuring you will effectively address the research
problem; it constitutes the blueprint for the collection, measurement,
and analysis of data. It is primarily important because of the increasing
complexity in the market as well as marketing approaches available to
the researchers.
In this study, we are interested in knowing the brand awareness and
perception of the people. The project is based on Descriptive Research
Design (Single Cross-Sectional): Surveys.

Types of Research Design

The research design is a broad framework that describes how the entire
research project is carried out.

Basically, there can be three types of research designs - exploratory research

design, descriptive research design, and experimental (or causal) research
design.

Exploratory Research design

An exploratory design is conducted about a research problem when there are

few or no earlier studies to refer to. The focus is on gaining insights and
familiarity for later investigation or undertaken when problems are in a
preliminary stage of investigation.

Descriptive Research design

Descriptive research is a study designed to depict the participants in an
accurate way. The three main ways to collect this information are
Observational, defined as a method of viewing and recording the participants.
Case study, defined as an in-depth study of an individual or group of
individuals. Survey defined as brief interviews or discussion with individuals
about a specific topic

Causal Research Design

Casual research, also known as explanatory research is conducted in order to

identify the extent and nature of cause-and-effect relationships. Causal studies
focus on an analysis of a situation or a specific problem to explain the patterns
of relationships between variables. Experiments are the most popular primary
data collection methods in studies with causal research design

Sample size

Sample size determination is the act of choosing the number of observations

or replicates to include in a statistical sample. The sample size for the study is
52 respondents.

Sampling Technique

A sampling technique is the name or other identification of the specific process

by which the entities of the sample have been selected. Non probability
convenience sampling technique is

used for the study.

Tools and Techniques used

In order to collect, organize and analyze the data and to find out
various interpretations arising out of it, MS-Excel Spreadsheets and
IBM SPSS Statistics 23 were used. Various tools like creating Pie Charts,
Bar Diagrams and different type of Graphs were used to analyze
customer response and understand the inferences arising out of it.
CHAPTER-4
 Data Analysis and Interpretation

1, What is your income group?

Category No. of respondents % of respondents

Less than 20000 59 59%
20000-30000 21 21%
30000-40000 9 9%
Greater than 40000 11 11%
Total 100 100%

Table No 1 : Income of respondents

Figure no.1 : Income of respondents

Interpretation : Income questions are often asked in demographic surveys to

determine the spending capacity of the respondents . 59% of the are having
income less than 20000, 21% of respondents are having income 20000=30000,
9% of respondents are having income 30000=40000 and 11% of respondents
are having income greater than 40000.

2. Which Patanjali products do you use ?

Category No. of % of respondents

Respondents
Acne/skin care products 18 18%
Beauty care products 17 17%
Hair care products 17 17%
Dental care products 24 24%
Dairy products 4 4%
Bakery products 3 3%
Grocery products 11 11%
others 6 6%
Total 100%

Table no.2 : Patanjali products

Figure no.2 Patanjali products

Interpretation : Total number of respondents are 100 out of which 18% are
those who uses Acne/Skin care products, 17% are those who uses Beauty care
products,17% are those who uses hair care products, 4% are using dairy
products, 3% are using Bakery products, 11% are using grocery products, 6%
are those who are using other products.

3. How often do you use Patanjali grocery products ?

Category No. of respondents % of respondents

Everyday 28 28%
Frequently 31 31%
Rarely 33 33%
Never 8 8%
Total 100 100%

Table No.3 usage of Patanjali products

Figure No. 3 Usage of Patanjali grocery products

Interpretation : out of 100 respondents the respondents use Patanjali grocery
products everyday, 31% of the respondents are using Patanjali grocery
products frequently, 33% of respondents use Patanjali grocery products rarely
and the remaining 8% never uses Patanjali grocery products.

4. How much do you usually spend on Patanjali grocery products ?

Category No. of respondents % of respondents

10-100 23 23%
101-500 48 48%
501-1000 19 19%
Above 1000 10 10%
Total 100 100%

Table No. 4 : Money spend on Patanjali grocery products

Figure no. 4 : money spend on Patanjali grocery products

Interpretation : 23% of the respondents spend 10-100 on Patanjali

grocery products, 48% of the respondents spend 101-500 on Patanjali
 grocery products, 19% of the respondents spend 501-1000 on Patanjali
grocery products and the 10% of the respondents are those who spend
above 1000 on Patanjali grocery products.

5. Would you like to recommend Patanjali grocery products to

others ?

Category No. of respondents % of respondents

Yes 64 64%
No 36 36%
Total 100 100%

Table no. 5 : Recommendation

Figure no. 5 : Recommendation

Interpretation : 64 out of 100 respondents said that they will recommend
Patanjali grocery products to others and the remaining 36 out of 100
respondents said that they will not recommend Patanjali grocery products to
others.

6. From where do you generally purchase Patanjali Ayurved Grocery

products ?

Category No. of respondents % of respondents

Online order 9 9%
Retailer 33 33%
Wholesaler 10 10%
Patanjali store 48 48%
Total 100 100%

Table No. 6 : Purchasing platform

Figure No. 6 : Purchasing platform

Interpretation : 9% of the respondents purchase it by online order, 33% of the

respondents purchase it from Retailer, 10% of the respondents purchase from
wholesaler, 48% of the respondents purchase from Patanjali store.

7. Why do you choose patanjali grocery products ?

Category No. of respondents % of respondents

Organic 36 36%
Good quality cum 23 23%
maximum quantity
No negative effect 22 22%
Cheaper prices 19 19%
Total 100 100%

Table No. 7 : why choose Patanjali products

Figure No. 7 : why choose Patanjali products

Interpretation : 36% of the respondents choose Patanjali products because

they are organic, 23% of the respondents choose Patanjali products because
they are good quality cum maximum quantity, 22% of the respondents choose
Patanjali products because there is no negative effect, 19% of the respondents
choose Patanjali products because of their cheap price.

8. Have you seen any tangible health benefits of using Patanjali

grocery products ?

Category No. of respondents % of respondents

Yes 54 54%
No 46 46%
Total 100 100%

Table No. 8 : Tangible health benefits

Figure No. 8 : Tangible Health Benefits

Interpretation : 54% of the respondents said that they seen tangible benefits
of using Patanjali grocery products and 46% said that they have not seen any
kind of tangible health benefits of using Patanjali grocery products.

9. Have you ever complaint about a product ?

Category No. of respondents % of respondents

Yes 35 35%
No 65 65%
Total 100 100%

Table No. 9 : Complaint about a product

Figure No. 9 : Complaint about a product

Interpretation : 35% of the respondents said that they have complaint about
Patanjali product ever and 65% of the respondents said that they have not
complaint about Patanjali product.
 10.Are Patanjali grocery products are genuine?

Category No. of respondents % of respondents

Strongly Agree 13 13%
Agree 24 24%
Neutral 44 44%
Disagree 13 13%
Strongly Disagree 6 6%
Total 100 100%

Table No. 10 : Genuine products or not

Figure No. 10 : Genuine products or not

Interpretation : 13% of the respondents strongly agree that Patanjali products

are genuine, 24% of respondents agree that Patanjali products are genuine, 44%
of the respondents are neutral that Patanjali products are genuine, 13% of the
respondents disagree that Patanjali products are genuine and 6% of the
respondents strongly disagree that Patanjali products are genuine.

11.Is it good to buy Patanjali grocery products for the Indian Economy ?
Category No. of respondents % of respondents
Yes 38 38%
No 19 19%
Maybe 43 43%
Total 100 100%

Table No. 11 : Is it good to purchase Patanjali products for Indian economy

Figure No. 11 : Is it good to purchase Patanjali products for Indian economy

Interpretation : 38% of the respondents said that it is good for Indian

economy to buy Patanjali product, 19% of the respondents said that it is not
good for the economy to buy Patanjali products and the 43% said maybe it is
good to buy Patanjali grocery products.

12. Do you find them affordable ?

Category No. of respondents % of respondents

Yes 72 72%
No 28 28%
Total 100 100%

Table No. 12 : Affordability

Figure No. 12 : Affordability

Interpretation : 72% of the respondents said they find Patanjali grocery

products affordable and 28% respondents said that they don’t find them
affordable.

13. Overall, how satisfied are you with Patanjali grocery products ?

Category No. of respondents % of respondents

Satisfied 37 37%
Dissatisfied 23 23%
Neutral 40 40%
Total 100 100%

Table No. 13 : Satisfaction towards Patanjali grocery products

Figure No. 13 : Satisfaction towards Patanjali grocery products

Interpretation : 37% of the respondents said that they are satisfied with
Patanjali grocery products, 23% of the respondents said that they are
dissatisfied with Patanjali grocery products and 40% of the respondents choose
to remain neutral.

14.Overall, how will you rate Patanjali grocery products on a scale of 1-

5(1 being least) ?
Category No. of respondents % of respondents
1 14 14%
2 19 19%
3 36 36%
4 11 11%
5 20 20%
Total 100 100%

Table No. 14 : Rate Patanjali products on a scale of 1-5

Figure No. 14 : Rate Patanjali products on a scale of 1-5

Interpretation : 14% of the respondents have choose 1 point, 19% of the

respondents choose 2 points, 36% of the respondents choose 3 points, 20% of
the respondents choose 4 points, 11% of the respondents choose 5 points to
Patanjali grocery products.
CHAPTER – 5
 Findings and Suggestions

5.1 Findings of the study

According to the survey, 18% respondents use Acne/skin care products, 17%
use hair care products and 4% respondents use dairy products, 3% use bakery
products, 11% respondents use grocery products and 17%% respondents use
beauty care products 13% respondents buy biscuits and cookies, 9% buy
spices, 19% buy herbal tea, 19% buy jam, 23% respondents buy sugar, 17% buy
broken cereal, 21% buy gram flour, 26% buy pickle, 32% buy mustard oil, 30%
buy com flakes, 32% buy pulses, 25% buy rice, 17% buy noodles and 15% buy
oats 64% of the respondents said that they will recommend Patanjali products
to others and 36% of the respondents said that they will not recommend
Patanjali products to others. 36% respondents choose Patanjali products
because they are organic, 23% respondents choose Patanjali products because
of good quality cum maximum quantity, 22% choose as there were no negative
effects and 19% respondents choose Patanjali products because of cheaper
prices.

9% of the respondents purchase it by online order, 33% of the respondents

purchase it from retailer, 10% of the respondents purchase it wholesaler and
48% of the respondents purchase it by Patanjali stores.

54% of the respondents said that they see tangible health benefits of using
Patanjali grocery products and 46% of the respondents said that they did not
see tangible health benefits of using Patanjali grocery products.

35% of the respondents said that they complaint about a product and 65% of
the respondents said that they do not complaint about a product.

13% of the respondents strongly agree that Patanjali grocery products are
genuine, 24% of the respondents agree that Patanjali grocery products are
genuine, 44% of the respondents are neural that Patanjali grocery products are
genuine and 13% of the respondents disagree Patanjali grocery products are
genuine.

72% of the respondents said that the products are affordable and 28% of the
respondents said that the products are not affordable. 38% of the respondents
said that it is good to buy Patanjali grocery products for the Indian economy,
19% of the respondents said that it is not good to buy Patanjali grocery
products for the Indian economy and 43% of the respondents said that maybe
it is good to buy Patanjali grocery products for the Indian economy.

20% of the respondents gave 4 points to Patanjali grocery products, 11% of the
respondents gave 5 points to Patanjali grocery products, 36% of the
respondents gave 3 points to Patanjali grocery products, 19% of the
respondents gave 2 points to Patanjali grocery products and 14% of the
respondents gave 1 points to Patanjali grocery products.

5.2 Limitations of the study

The Sample Size chosen was Small and limited as response from only 100

people is collected.

The behaviour of the respondents depends upon situation to situation.

The sample respondents may not represent the entire population.

5.3 Suggestions

1) It should expand its business and improve its market share.

2) Online buying of product facilities should be encouraged to capture a large

market.

3) Should increase discounts and offers for their products.

 Conclusion

After having a detailed study on Customer Perception towards Patanjali

Grocery products one can see that the respondents are quite satisfied with
Patanjali grocery products and most of them have given 4 points to them. They
also agree that it is good for the economy to buy Patanjali grocery products.
Respondents choose Patanjali products because they are organic, of good
quality and are available at cheaper prices in comparison to other brands.
Most of the people think that the products are affordable. Online selling facility
should be more available to the consumers to have a large number of buyers
and they can have access to the products whenever they need it. Consumers
are responding towards the product in a positive way. Consumers have been
using the Patanjali Grocery products over an year and on frequently basis.
Consumers are ready to buy the products again for the consumption and refer
others for its further consumptions. Hence Patanjali can look forward towards
the health and medical care products to increase the growth of production
which will ultimately increase the profit of the company.
 Bibliography

Books

 Berl G.C: Marketing Research, Tata McGraw Hill, 2003.

Websites

 http://patanjaliayurved.org/ on 12 feb 2022 at 4:13 p.m.

 https://www.patanjaliayurved.net/ on 12 feb 2022 at 4:30 p.m.
 http://patanjaliproductslist.com/on 16 feb 2022 at 1 am.
 http://reviewsimpast.com/patanjali-poztlasts on 1 march 2022 at 11
a.m.
 https://www.bloomberg.com/research/stocks/private/snapshot.asp?
privcapid-130378187 on 13 march 2022 at 4 p.m.
 https://www.patanjaliayurved.net category 2 on 13 march 2022 at 4:30
p.m.
 Questionnaire

A study of customer perception towards Patanjali Grocery

Products.

1. Name
______________.

2. Age
_______________.

3. Contact no.
_______________.

4. Gender
_______________.

5. Occupation

o Student

o Business

o Profession

o Service

o Unemployed

6. What is your income group?

o Less than 20000

o 20000-30000

o 30000-40000

o Greater than 40000

7. Which patanjali product do you use?

 o Acne/skin care peoducts

o Beauty care products

o Hair care products

o Dental care products

o Dairy products

o Bakery products

o Grocery products

o Other

8. Which grocery product do you use? :

o Biscuits & cookies

o Spices
o Herbal tea
o Jam
o Sugar
o Broken cereal(daliya)
o Gram flour
o Pickle
o Mustard oil
o Corn flakes
o Pulses
o Rice
o Noodles
o Oats

9. How often do you use patanjali grocery products ?

o Everyday
o Frequently
o Rarely
o Never

10. How much do you usually spend on patanjali grocery products ?

o 10-100
o 101-500
o 501-1000
o Above 1000
11. Would you like to recommend patanjali grocery products to
others?

o Yes
o No

12. From where do you generally purchase Patanjali Ayurved Grocery

products ?

o Online order
o Retailer
o Wholesaler
o Patanjali store

13. Why do you choose patanjali grocery products ?

o Organic
o Good quality cum maximum quantity
o No negative effect
o Cheaper prices

14. Have you seen any tangible health benefits of using Patanjali
grocery products ?

o Yes
o No

15. Have you ever complaint about a product ?

o Yes
o No

16. Are Patanjali grocery products are genuine?

o Strongly agree
o Agree
o Neutral
o Disagree
o Strongly disagree

17. Is it good to buy Patanjali grocery products for the Indian

Economy ?

o Yes
o No
o Maybe
18. Do you find them affordable  ?

o Yes
o No

19. Overall, how satisfied are you with Patanjali grocery products ?

o Satisfied
o Dissatisfied
o Neutral

20. Overall,How will you rate Patanjali grocery products on a scale of

1-5(1 being least) ?

o 1
o 2
o 3
o 4
o 5