3. INTRODUCTION
Patanjali Ayurved was formed in January, 2006 as a private limited company by
yoga guru Ramdev and his partner Sri Acharya Balkrishnaji. In June, 2007, it
was converted to a Public Ltd. Company.
Swami Acharya Balkrishnaji is serving as the Managing Director 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.
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.
4. Vision and Mission
VISION
Keeping Nationalism, Ayurved and Yog 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.
5. PROBLEM STATEMENT
Consumers are the masters of their money and they have an enormous
influence on the economic market change because they possess the
ability to implement and coordinate their choice of spending or saving
in the purchase decision.
Consumers are influenced by their attitude towards the product and
therefore marketers need to implement their strategies and tactics
frequently in order to achieve more consumers.
consumer’s perception and buying preferences towards selected
Patanjali Ayurveda & herbal products.
6. REVIEW OF LITERATURE
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.
Lee (2005), carried out study to learn the five stages 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,
Blackwell et al (2006) Five Stages Model 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.
P. Guru Ragavendran et al (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,
Samojlik (2013), Herbal Medicines are used in the modern day for health maintenance,
the treatment or prevention of minor ailments and some chronic diseases, and they are
often taken in addition to conventional medicine in the more serious and/or chronic
conditions.
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.
Sharma, Shanker, 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
7. OBJECTIVES
To know the attributes that a customer keeps in mind while buying
‘PATANJALI’ products.
To study the satisfaction after using ‘PATANJALI’ products.
To study the customer perception of ‘PATANJALI’ in the minds of
consumers.
To evaluate and suggest the valuable factors which will help to
increase the sales and revenues.
8. LIMITATION OF THE STUDY
1. Every attempt will be taken to obtain error free and meaning full
result but as nothing in this world is 100% perfect.
2. I believe that there will be still the chance for error on account of
following limitation:-
Limited number of respondents.
Time limitation for completing the project.
The data obtain in some cases may be biased.
Difficulty in communicating within the city while conducting the
survey.
3. The information obtained from the consumer based on
questionnaire was assumed to be factual.
4. Since the survey is based on sampling method, it does not disclose.
the charter of entire customer.
9. RESEARCH METHODOLOGY
Research design
A descriptive research methodology was adopted with
Qualitative Research Approach Involving Customer’s
perception who adopts Patanjali Products
SAMPLING DESIGN:
Sampling Unit
Individuals who purchase patanjali products in Agra.
Sampling Size
In the context of the project study, 56 respondents are
chosen keeping in view the above constrains. Attempts
have been made to see that samples are chosen from
different strata.
10. Cont…
Data Collection Method:
Both Primary and Secondary method were used, and
in the context of my project study, I have selected
questionnaire method for collecting the data.
Data Analysis & Interpretation:
Data analysis is based on the data collected by the
questionnaire. From the collected data findings are
extracted. The data is tabulated and frequency
distribution chart is prepared.
11. ANALYSIS OF THIS STUDY
Different gender group of
respondent:
Male Female
31 25
Different age group of
respondents
>2
0
21-
25
26-
30
31-
35
36-
40
41-
45
38 10 6 1 1 0
12.
13. Educational Status
Source of Awareness of the
Product
Stud
ent
Businessm
an
Govt.
Employe
e
Corporat
e
Employe
e
Private
Employe
e
44 2 2 7 1
Advertisement Magazin
e
Newspape
r
Interne
t
Famil
y
Member
s
32 0 6 8 10
16. Findings
The data collected through 56 questionnaires is analyzed. Out of 56
users, dominant portion i.e. nearly 2/3rd of the users age between 15-25
yearsIn Occupation frequency, nearly half of the users are students
who are pursuing studies followed by35% of service class users.
Over 94% of the people have used Patanjali Products
77% people strongly agree that patanjali offers large variety of product while 17%
people think that patanjali has not offers large variety of product.
86% people believe that patanjali offers good quality of product but 14% customers
are not satisfy with the quality of product.
75% customer thinks that the price of patanjali products are fair but 25% customer
thinks that the price of the product are not fair.
71% customer believes that patanjali product is good packaging while 29% customers
is not satisfied with the packaging.
71% customer agree that patanjali products have natural ingredients and 29%
customer fully agreed that patanjali have natural ingredients.
67% customers are satisfy with patanjali product while 33% customer are not satisfy
with patanjali product.
50% of the people came to know about Patanjali through advertisements 30% on
recommendations whereas 20% on Family.
17. RECOMMENDATIONs
To make a successful product, Patanjali’s marketing
strategy should attract long term consumers.
Most of the Patanjali consumer are facing problem like
; pricing needs modification
They can increase their outlet and stores.
So Patanjali Ayurveda should increase their
productivity and make sure that there will be shortage
of products in the market.
