1
TITLE: “Research on consumer perception
and buying behaviour of patanjali products in
Patna”
Ms. VIJAYA LAXMI
Student , Balaji Institute of Telecom &
Management , Sri Balaji University , Pune .
Mr. Rajkiran Pund
Assistant professor
Balaji Institute of Telecom & Management ,
pune.
Dr. Sanjit Kumar Dash
Director
Balaji Institute of Telecom & Management ,
pune.
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ABSTRACT
The fundamental point of this paper is to
discover the buyer discernment with respect to
the Patanjali brand through a review in the city
Patna. The reactions to our survey
recommended that the serious estimating,
nature of items and great correspondence
strategies were the most significant purposes
behind the ubiquity of Patanjali items. Further
the examination drew out the different factors
just like the most significant in influencing the
choice to buy Patanjali items, for example,
correspondence system, item quality,
estimating and brand picture of Baba Ramdev
and buyer mindfulness about the items.
Presentation The decision of a specific brand
by the customer over the time is fundamentally
influenced by the quality and advantages
offered by the brand particularly with regards
to the brand of eatables and makeup items.
Purchaser fulfillment is determined by
contrasting the genuine presentation and the
normal exhibition of the item after use.
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Discernments are exceptionally emotional and
subsequently can undoubtedly twist. The
disarray of purchasing and not accepting
proceeds into our brain except if our choice
isn't upheld by many. In this way, so as to get
by in the nation like India, brands should be
situated in the brains of individuals. India is
known to be a center point of Home grown
brands and Ayurveda as the natural items are
profoundly connected with the otherworldly
slants of the individuals. One of the
investigation of WHO (World Wellbeing
Association) shows that close about 82% of the
total populace relies on the characteristic items
as opposed to different drugs because of their
significant expense and symptoms. "Patanjali "
is spoken to by Master and the organization is
set up with a thought process to give top notch
Indian items at reasonable value which are
natural and regular. PATANJALI
AYURVEDA LTD has in excess of 100 distinct
items in the list for Skin, Hair, Heart, Eyes and
various maladies.
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KEYWORDS:
Awareness, Consumer perception, Buying
Behaviour.
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LITERATURE REVIEW
Layak and Singh (2015) report "Desi
clamor v/s MNC muscle" expressing how
Ramdev's Patanjali is setting pattern for
HUL and how Baba Ramdev's capricious
advertising and solid supporter base
combined with forceful evaluating has
helped him overwhelm built up major
parts in ayurvedic FMCG like emami and
himalaya.
Vyas(2015) Trusts Patanjali as opposed to
redistributing like built up, recorded
FMCG firms, it has thrived on a
retrogressive incorporation model,
utilizing huge lots of land to develop and
run its processing plants. 'Patanjali's
incomes have more than quadrupled in the
previous three years. In spite of
undermining contenders, Buddy's working
edge is around 20% — higher than huge
numbers of its friends which publicize
forcefully.
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Singh and Rajni (2015) reports that Buddy
maybe needs most elements for building a
huge scope shopper products business, be
its immaterial A&P (publicizing and
advancement) spends or dispersion
arrange. However, the brand intensity of a
yoga master has carried Buddy into the
top association with top line supposedly in
overabundance of Jyothy Labs and
Emami.
Khasgiwala and Bapat (2014): Accept that
in spite of the extraordinary interest of
patanjali items , the organization is as yet
wasteful in its creation and gracefully
chain the board . They address the
instance of retail location proprietor of
Patanjali Ayurveda in Indore who himself
is an exceptionally fulfilled customer of
Patanjali items that are low evaluated with
sensibly great quality .And all the more so
the item becomes esteem rich since they
convey the name of Baba Ramdev on it
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yet is baffled with the accessibility of
these items for different shoppers too.
OBJECTIVE OF THE STUDY
A studt on consumer perception and buying
behavior of patanjali products in patna.
Research Methodology
Type of Study: Descriptive
Descriptive research is “aimed at casting light on
current issues or problems through a process of
data collection that enables them to describe the
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situation more completely than was possible
without employing this method
Type of questionnaire: Structured
The data was collected by the respondents through
a structured questionnaire using-
i) Multiple Choice Questions
ii) Scales
iii) Dichotomous Questions
Type of questions: Limited probing
In this study, limited probing was used as
respondents were prompted for more information
(i.e. to enlarge, clarify or explain their answers)
only in a few questions.
Time dimension: Cross-sectional
In this study, cross-sectional design was used as it
involves collection of data from respondents only
once.
Tools of analysis:
SPSS
Frequency table:In statistics, a frequency
distribution is a list, table or graph that
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displays the frequency of various outcomes in
a sample. Each entry in the table contains the
frequency or count of the occurrences of
values within a particular group or interval.
Test for analysis:
Chi square
Sources of Information:
Primary Source: The data was collected by
respondents through a structured
questionnaire.
Plan for Primary Data Collection
Research Technique: Survey
Respondents were asked to give responses
using a pre-designed questionnaire.
Contact Method: social media
Research Instrument: Questionnaire
Sample Design
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Population:Users of Patanjali products in
Patna
Sample element: Respondents with different
occupations (private sector employees,
government sector employees, students, self-
employed) etc.
Sample unit:Respondents who have used
patanjali products in Patna.
Sample size: Number of respondents 135
Sample frame: List that includes the
collection of respondents.
Sample extent:Patna
Sampling procedure:Random Sampling
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DATA ANALYSIS
Gender*Satisfaction
Chi-Square Tests
Valu
e df
Asymp
. Sig.
(2-
sided)
Pearson
Chi-Square
1.33
7a
4 .855
Likelihood
Ratio
1.44
1
4 .837
Linear-by-
Linear
Association
.199 1 .656
N of Valid
Cases
133
a. 3 cells (30.0%) have expected
count less than 5. The minimum
expected count is 2.18.
Please indicate the reason why you prefer
patanjali product*Satisfaction
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Chi-Square Tests
Valu
e df
Asymp
. Sig.
(2-
sided)
Pearson
Chi-Square
8.03
7a
12 .782
Likelihood
Ratio
9.26
5
12 .680
Linear-by-
Linear
Association
.077 1 .781
N of Valid
Cases
133
a. 10 cells (50.0%) have
expected count less than 5. The
minimum expected count is .83.
Product Purchase*Price
Chi-Square Tests
Valu
e df
Asymp
. Sig.
(2-
sided)
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Pearson
Chi-Square
54.9
15a
16 .000
Likelihood
Ratio
27.9
46
16 .032
Linear-by-
Linear
Association
5.47
2
1 .019
N of Valid
Cases
133
a. 19 cells (76.0%) have
expected count less than 5. The
minimum expected count is .11.
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Findings
1. This exploration has helped us find new bits
of knowledge in the field of marking. We see
that all the theories of the investigation are
acknowledged. We find that the new marking
apparatus like Swadeshi and Ayurveda greatly
affect the purchasers. Propositions device
have helped the brand structure a view of
Indian and home grown brand. During the
exploration, we found that buyers incline
toward Ayurvedic and swadeshi items. It was
Patanjali to get it and use it widely
2. It causes us comprehend the purposes behind
the huge development of Patanjali. We can see
that the Indian customers are generally
delicate to the new marking devices as much
for different apparatuses. This would imply
that different brands in the FMCG market
must attempt to receive these new sprouting
instruments which are adequate by the
shoppers and act like a USP for the item.
3. We additionally found that the value, quality
and bundling of the results of Patanjali have
likewise been powerful separated from
Ayurveda. We noticed that Patanjali has an
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awesome nearness on immense media like
television and paper however the purchasers
feel that it has a low nearness on web or
online media stages. One of the major
persuasive promoting structure is informal
exchange and Patanjali has numerous
customers who feel that it has great verbal.
4. The connections helped us comprehend the
brain science of the purchasers by giving us
relations between the factors. We noticed that
purchasers like purchasing swadeshi items
having Ayurvedic content. We can decipher
that customers have a mentality that ayurvedic
items are superior to different items. Buyers
additionally feel that the marking of Patanjali
is generally excellent and are happy with it.
5. But when we begin deciphering the diagrams
dependent on age bunches we get itemized
experiences. We see that Patanjali has a
trouble to target youthful grown-ups. We
additionally note that their essence on online
stage is likewise less and the youths don't lean
toward the brand minister. They have
effectively focus on the moderately aged
buyers and their most believed purchaser
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bunch is the old-matured shoppers. Thus, we
can say that Patanjali has adjusted according
to the requirements of the a decent segment of
the shopper
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Conclusion
The Findings in the paper show that there are
many significant factors that together make up the
buying decision of the product. Consumer
perception towards a brand is built mainly on the
satisfaction level of the user after paying for the
product. In the above study, a large number of
users are satisfied from Patanjali products. It may
be due to reasonable price of the product or due to
ability of the product to cure the core problem.
Although even if Patanjali is enjoying the
advantageous position in market, it should not
ignore its competitors. Patanjali in order to gain
more customers must fulfill the claims made by
the company before any other brand may target it
and take away the benefits of marketing through
spirituality.
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References:
http://ijrmbs.com/vol5issue1/laxmikanth.pdf
https://www.slideshare.net/AvinashPandey110/ma
jor-project-on-consumer-perception-of-patanjali-
products
https://www.slideshare.net/AvinashPandey110/ma
jor-project-on-consumer-perception-of-patanjali-
products
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Appendix A
Questionnaire
Name:
Gender
Male
Female
Others
Age group of the respondent?
15-20
20-25
25-30
Above 35
Have you used any product of patanjali brand?
Yes or no
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Do you agree patanjali offers a large variety
of products?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Do you agree that patanjali products are of
high quality?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Do you agree prices of patanjali products are
fair?
Strongly agree
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Agree
Neutral
Disagree
Strongly disagree
Do you agree that patanjali products have
appealing packaging?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Do you agree that patanjali products have
natural ingredients?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
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Do you agree that you are satisfied with the
patanjali product?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Have you faced any problem while using the
product?
Yes
No
Do you agree patanjali products are chemical
friendly?
Strongly agree
Agree
Neutral
Disagree
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Strongly disagree
Do you agree that patanjali products have
made a good brand image?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Please indicate the reason why you prefer
patanjali product?
Convenient
Affordable
Clean
Others
How do you come to know about the
product?
Education
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Advertisement
Recomandation
Self exploration
Which of the following brands do you
currently use? (You can choose all
theoptions that apply.)?
Dabur
Hindustan Lever
Procter & Gamble
Patanjali
Godrej
Which of the following brands have you used
in the past? (You can choose all theoptions
that apply.)?
Dabur
Hindustan Lever
Procter & Gamble
Patanjali
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Godrej
Which of the following, according to you,
help build a good brand image
forPatanjali? (You can choose all the
options that apply.) ?
Quality
Communication Strategies
Competitive Pricing
Good Value-Added Services
Free Trials and Discount
Others (please specify)
How often do you buy Patanjali products?
(Choose any one.)
Regularly
Sometimes
Rarely
Never
Only on Trial Basis
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Boys and girls do buy there cosmetics
products?
Yes
No
Do you think that patanjali drinks are more
preferred drinks than any other drinks?
Yes
No
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