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Capstone Project –I I

 Patanjali Ayurved was framed in January, 2006 as a private
constrained organization by yoga master Ramdev and his accomplice
Sri Acharya Balkrishnaji and its headquarter located at Haridwar.
 In June, 2007, it was changed over to a Public Ltd. Organization. It is
enlisted under the Companies Act, 1956 and has its enrolled office in
Bijwasan, New Delhi and three different workplaces in Haridwar.
 Baba Ramdev began off as a yoga mentor who highlighted in
broadcast programs in Aastha and Sanskaar channels and influenced
Indians to understand that they have overlooked Indian custom and
works of art one of them being yoga.
 Patanjali has a wide scope of products with the subject of
Ayurvedic/natural being normal over all classifications. It has four
business divisions: nourishment and refreshments, beautifying agents
and wellbeing, wellbeing beverages and home consideration.
 Patanjali has become a strong player in the FMCG sector and even
though it offers Ayurvedic and herbal products only, it is directly
competing with the mainstream FMCG players like Colgate, HUL,
P&G and Dabur.

 Ramdev baba is founder and brand ambassador of
Patanjali ayurved ltd. He is also yoga guru & TV celebrity
with lakhs of follower who admire him and follow him
and join yoga events.
 Acharya Balakrishna is CEO of Patanjali ayurved ltd. He
Owns 94% of total stake in company.
 Babukaji shrestha is chief financial officer in Patanjali
ayurved ltd. And serves as Head of Finance Department.
 Mr. Raju Shrestha is Head of Administrative department
and also Managing Director of Patanjali ayurved ltd.

 The purpose of the study is to understand the
consumer purchasing attraction towards
Patanjali Ayurveda products so that we can
learn about the acceptability of Patanjali
Ayurveda Products in India.

 Objective of the study
 To study the brand purchasing attraction of Patanjali in
minds of Consumers.
 To know the attributes a that customer keeps in mind
while purchasing Patanjali Products.
 To study the satisfaction level of consumers after using
Patanjali Products.
 To study, whether Patanjali products are genuine or
not.

 Sample Design – Descriptive Study
 Sampling- Non probability sampling
 Sample Population- Patanjali ayurveda products user
male and female respondent
 Sample size-100 respondent
 Tool – Questionnaire’
 Technique-
 ► Horizontal analysis
 ► Pie chart analysis
 ► Bar graph analysis
 ► Vertical analysis
 ► Trend analysis

Data analysis
 1. Different age group of respondents.
50%
30%
10%
10%
Percentage of respondents
15-20
20-25
25-35
Above 35

 2. Have you used any product of Patanjali brand?
90%
10%
Percentage of respondent
Yes
No

 3. Do you agree that Patanjali offers a large variety of
products?
25%
52%
6%
8% 9%
0%
10%
20%
30%
40%
50%
60%
Strongly agree Agree Netural Disagree Strongly
disagree
Percentage of respondent
Percentage of respondent

 4. Do you agree that Patanjali products are of
good quality?
29%
57%
2%
8%
4%
0%
10%
20%
30%
40%
50%
60%
Strongly agree Agree Netural Disagree Strongly
disagree
Percentage of respondent
Percentage of respondent

 5. Do you agree that the prices of the Patanjali products are good?
44%
31%
5%
10%
10%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Strongly
agree
Agree Netural Disagree Strongly
disagree
Percentage of respondent
Percentage of respondent

 6. Do you agree that the Patanjali products have good packaging?
29%
42%
4%
17%
8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Strongly agree Agree Netural Disagree Strongly
disagree
Percentage of respondent
Percentage of respondent

 7. Do you agree that Patanjali products have natural ingredients?
27%
65%
4%
2%
2%
0%
10%
20%
30%
40%
50%
60%
70%
Strongly agree Agree Netural Disagree Strongly
disagree
Percentage of respondent
Percentage of respondent

 8. Do you agree that you are satisfied with the Patanjali product?
22%
45%
2%
18%
13%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Strongly agree Agree Netural Disagree Strongly
disagree
Percentage of respondent
Percentage of respondent

 9. Have you faced any problem while using the product?
22%
78%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Yes No
percentage of respondents
percentage of respondents

 10. Do you agree that Patanjali products are chemical free?
18%
49%
10%
5%
18%
0%
10%
20%
30%
40%
50%
60%
Strongly agree Agree Netural Disagree Strongly
disagree
Percentage of respondent
Percentage of respondent

 11. Do you agree that Patanjali products have made a good brand
image?
84%
10%
1% 3%
2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Strongly agree Agree Netural Disagree Strongly
disagree
Percentage of respondent
Percentage of respondent

 12. Please indicate the reason why you prefer Patanjali product?
40%
30%
20%
10%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Convenient Affordable Clean Other
Percentage of respondent
Percentage of respondent
Linear (Percentage of respondent)

 13. How do you come to know about the product?
50%
30%
20%
0%
10%
20%
30%
40%
50%
60%
Advetisment Recommendation Self Exploration
Percentage of respondent
Percentage of respondent

 Patanjali has given headache to many marketers with its
unconventional ways of marketing. The findings in the paper
show that there are many significant factors that together make up
the buying decision of the product. Consumer buying behaviour
towards a brand is built largely on the satisfactory value of the
user receives after paying for the product and the benefits the user
looks for.
 In the above study, a large portion of the user is satisfied by the
Patanjali products. It may be because of reasonable price of
product. It may be due to ability of the product to cure the
problem. The satisfaction brings in the retention of consumer.
Patanjali is enjoying the advantageous position in the market
through spirituality element involved in its products.
 A point to note is that many people are buying Patanjali products
due to the hedonic value attached to the products. Hence,
Patanjali (unlike its competitors) is attaching brand loyal
consumers and not price sensitive consumers.

 To make a successful product, Patanjali marketing
strategy should attract long term consumers.
 ► Most of the Patanjali consumers are facing problem
like: products are not available in the market regularly.
 ►They can increase their distribution channels.
 ►They have to focus back on product efficacy, rising
above the noise of advertising.
 ►They can increase their outlet and stores.
 ►So, Patanjali Ayurveda should increase their
productivity and make sure that there will be shortage
of products in the market.