a study on consumer perception of patanjali in bangalore

Presidency University, Bengaluru
Group assignment
MBA A 110: BUSINESS RESEARCH METHODS &
QUANTITATIVE METHODS
TOPIC: A Study on consumer perception of patanjali
products in Bangalore
Submitted to
DR.K.Balanagarajan
Faculty instructor
School of management
Submitted by
HARSHA.D—2016MBA016
MIDHUN.K—2016MBA028
SAI KRISHNA—2016MBA052

Introduction:
In Indian scenario, perceptions and preferences about a particular brand
are important because Indian customers rely on the perception of their
near and dear ones before actually buying or using the product. The
perceptions and preference of the people around us affect our decision to
buy or not to buy the product.
Industry: FMCG (fast moving consumer goods)
FMCG means the products that are sold quickly and at relatively low
cost. It is also called consumer packaged goods (CPG). FMCG have a
short shelf life, either as a result of high consumer demand or because
the product deteriorates rapidly. It has shorter shelf life
We are focusing on consumer perception on “patanjali”
Perception: It means basically thinking or cognitive process of an
individual on the environment / person / thing, which can be right or
wrong and it is the process of selecting, organizing and interpreting or
attaching meaning to events happening in environment. It is determined
by physiological or psychological factors and this is because perception
is developed based on previous experience.
Patanjali Company: Patanjali Ayurved Limited is an Indian Fmcg
company which is incorporated in 2006. Manufacturing units and
headquarters are located in the industrial area of Haridwar while the

registered office is located at Delhi. The company manufactures mineral
and herbal products.
Founder: Baba Ramadev, Acharya Balakrishna
Literature Review:
Secondary Research:
According to ASSOCHAM-TECH SCI report
India’s FMCG sector grows double by 2020 which in 2016 it is 49
billion to 100 billion. This sector is expected to grow at a COMPOUND
ANNUAL GROWTH RATE (CAGR) of 20.6%.
In that FMCG sector, patanjali has targeted revenue RS 20000 crore/-
Problem definition:
A research problem is a definite or clear expression [statement] about an
area of concern, a condition to be improved upon, a difficulty to be
eliminated, or a troubling question that exists in theory.
Revenues of patanjali (crore ’RS’)
2013-2014 1200
2014-2015 2006
2015-2016 5000
** How “patanjali” increased drastically in the years 2014-2016 in terms
of market share, revenue?

Symptoms:
 Increasing of health conscious people.
 Less price than competitors.
 Media promotion about herbal.
Unit of analysis:
What factors increased the “patanjali” to grow high in consumer minds
and market?
Objective of Research:
 To study the consumer perception of patanjali.
 To understand the factors influencing consumer purchase intention.
What is perception of consumer towards patanjali?
In this research we can say how the consumer is thinking about the
patanjali product. He may have positive / negative view on the product.
The subject of this research is consumers and the results are most useful
for the people of marketing. The favorable outcome is consumer way of
thinking in deciding a product.
Types of Research:
Qualitative research: Although the final results are not capable of
projection in the statistical sense, qualitative research represents the
unique possibility of an in-depth view into the researched contents. The

role of qualitative research is important in that it helps understand the
consumer better.
Quantitative research: Quantitative research gathers data in numerical
form which can be put into categories, or in rank order, or measured in
units of measurement.
The way we gather information from the consumer is through
“questionnaire”.
“Normally in questionnaire open-ended questions would generate
qualitative information as they are a descriptive response, closed
questions would generate quantitative data as they convey either
numerical data or data that can be put into categories.”
So, it is a combination of both qualitative and quantitative research we
are using for this research. But we have asked in the questionnaire only
closed questionnaire.
Sampling methods:
This is classified as either probability or nonprobability. In probability
samples, each member of the population has a known non-zero
probability of being selected. Probability methods include random
sampling, systematic sampling, and stratified sampling. In
nonprobability sampling, members are selected from the population in
some nonrandom manner. These include convenience sampling,
judgment sampling, quota sampling, and snowball sampling. The

advantage of probability sampling is that sampling error can be
calculated. Sampling error is the degree to which a sample might differ
from the population. In this Research we are doing random sampling
because it is the purest form of probability sampling. Each member of
the population has an equal and known chance of being selected. When
there are very large populations, it is often difficult or impossible to
identify every member of the population. As we are asking consumer
perception of patanjali products in Bangalore the population is very high
and it is difficult to take opinion from every consumer in Bangalore.
Sample Size: 30
Experimental design:
For the research we are choosing “completely randomized design”. A
completely randomized design is probably the simplest experimental
design, in terms of data analysis and convenience. With this design,
subjects are randomly assigned to treatments.
Experimental subject:
The experiment involved consumers and non-consumers of patanjali in
Bangalore. In this the experimental subject is “consumers”
In this experiment a random of 30 consumers are been asked for
feedback.
Independent variables:

A variable that is expected to influence the dependent variable (whereas
the dependent variable means a process outcome (or) a variable that is
predicted and explained by independent variables).
In this context the “consumer perception towards patanjali product” is an
independent variable and “the sales of patanjali” is dependent variable,
because the sales depend on the customer thinking about the product.
Blocking variable: A categorical variable that is not manipulated as is
an experimental variable but is included in the statistical analysis of
experiments.
In this context the blocking variable is assumed as age.
Blocking
variable
Experiment
Positive Feedback (%)
AGE
below 25 yrs
Group1
(patanjali)
25 – 40 yrs
Group1
(patanjali)
Above 40 yrs
Group1
(patanjali)

Measurement of scales:
In this research we can opt for
 Simple attitude scale: Simple attitude scaling requires that an
individual agree or disagree with a statement or respond to a single
question.
e.g. Do you use any patanjali products?
Yes
No
 Likert Scale: Respondents may be offered a choice of five to
seven or even nine pre-coded responses with the neutral point
being neither agree nor disagree. In it final form, the Likert
Scale is a five (or seven) pointscale which is used to allow the
individual to express how much they agree or disagree with a
particular statement.
e.g.
Please circle a rating indicating your perceived level of importance
The importance of factors that influence your decision making?
 Price SD D N A SA
 Brand SD D N A SA
 Quality/attribute of product SD D N A SA
Where SD- strongly disagree, D- disagree, N- neutral, A- agree, SA-
strongly agree

Questionnaire
Consumer perception on patanjali product
Instructions
 This survey ask for you about the terms like, your satisfaction
with the product, the quality, the price convenience of the
product etc.
 it will take 5 to 10 minutes to complete
 questions will be in the form of yes / no OR 1 to 5 rating
 kindly fill with attention, all the best
Optional
Name: age:
Address: gender:
Mob no:
Annual income: more than 3lakh city
Less than 3 lakh rural
1 .will you watch advertisements in TV? YES NO
2 .have you seen patanjali advertisement? YES NO
3 .what was the source of information about the product?
Friends relatives colleagues neighbors Advertisement
4 .you are taking the decisions regarding the purchase in your family? YES NO
If NO, who?
5 .What are the product segment of patanjali you are using? (tick one)
Health care Patanjali publication

Food products Personalcare products
Ayurvedic medicine Home care products
Tick the column which you think appropriate for the question
14 .do you have patanjali stores nearby? YES NO
15 .will you consider brand while purchasing? YES NO
If YES which brand?
Patanjali ITC HUL Other (specify name)
16. you are purchasing patanjali products, online offline
17 .how will you rate patanjali (where 1 is the least and 5 is the maximum)
Thank you
Strongly
disagree
disagree neither agree Strongly
Agree
6. you are getting almost all variety of products
7. its products quality is better than other companies
8. you will buy other company product if they give more
discount than patanjali
9. you are choosing patanjali, because it is cheap
10. you believe it will maintain the same quality in the
future .
11. you believe its products are 100% natural
12. you will suggest patanjali to others
13. patanjali products are easily available
1 2 543

Data Analysis:
Age
By this table frequency & percentage of each category of age is shown
below 25 years it is 66.7% and between 25years to 40 years it is 23.3%
and above 40 years it is 10% out of total. This shows the sample size of
below 25 years is more.
Gender
Frequency Percent Cumulative Percent
male 18 60.0 60.0
female 12 40.0 100.0
Total 30 100.0
In this table frequency & percentage of each category of gender whereas
male sample size (18) is bigger than female sample size (12) and the
percentage of male out of whole sample is 60% and female is 40% to
total.
below 25 years 20 66.7 66.7
25 years - 40 years 7 23.3 90.0
above 40 years 3 10.0 100.0
Total 30 100.0

Income
Frequency Percent
Cumulative
Percent
3 lakh and more 18 60.0 60.0
less than 3 lakh 12 40.0 100.0
Total 30 100.0
In this table frequency for income is showed and the people who have
more than 3 lakhs of income (18) is higher than whose income is below
3 lakh (12).
Watching TV advertisement
This table shows the frequency who watches advertisements in
television and in the sample out of 30, 25 people watch the
advertisements whereas 5 people responded that they don’t watch
advertisements.
Seen patanjali advertisement
Frequency Percent Valid Percent
Cumulative
Percent
yes 25 83.3 83.3 83.3
no 5 16.7 16.7 100.0
Total 30 100.0 100.0
yes 23 76.7 76.7
no 7 23.3 100.0
Total 30 100.0

Outcome of the above mentioned table is 23 out of 30 people i.e. 76.7%
have watched the patanjali advertisement whereas the remaining 7
people opted no i.e. 23.3%
Source of information about patanjali
friends 13 43.3 43.3
relatives 2 6.7 50.0
colleagues 3 10.0 60.0
neighbors 2 6.7 66.7
advertisement 10 33.3 100.0
Total 30 100.0
This table tells about the source of information from where do the
customers get to know about patanjali. In this through friends (frequency
is 13) nearly 43.3 % got to know and by this we can say that word of
mouth is the best and indirect form of promotion. The second one is
through advertisement and the percentage is 33.3%, frequency is 10. The
remaining is from relatives (6.7%), colleagues (10%) and neighbors
(6.7%).
Purchase decision taken by yourselves in home
yes 25 83.3 83.3
no 5 16.7 100.0
Total 30 100.0

The above table tells us about whether the purchase decision taken by
themselves or by family member. Nearly 25 of the people have
responded that it is taken by themselves and the rest 5 people said it is
taken by the family members.
Purchase decision by family
Frequency Percent Valid Percent
Cumulative
Percent
mother 1 3.3 20.0 20.0
father 4 13.3 80.0 100.0
Total 5 16.7 100.0
System 25 83.3
30 100
It is the extension of the previous question that if purchase decision
taken by the family who is taking that decision in the family. Where in
that question 5 people responded that decision is from family in that 1 is
from mother whereas 4 is from father’s decision.
Using which segment of patanjali
health care 7 23.3 23.3
food products 6 20.0 43.3
ayurvedic medicine 5 16.7 60.0
patanjali publications 1 3.3 63.3
personal care products 8 26.7 90.0
home care products 3 10.0 100.0
Total 30 100.0

After analyzing the above table most people are using the personal care
products with 26.7% out of 30 the frequency is 8, the second most used
product is health care sector with 23.3% and the frequency is 7, the next
highest and third most used category is food products with 20% and the
frequency is 6, the fourth most used category in patanjali is ayurvedic
medicine where the frequency is 5, and home care products frequency is
3 and the least used category is patanjali publications with the frequency
1 out of 30.
Getting all varieties of product
This table is showing various responses to the question are you getting
all varieties of product? for that question mostly responded to agree with
14 frequency and the second most is chosen as disagree with 6
frequency and the next most is chosen as neither and strongly agree with
4 each frequencies and least is strongly disagree with 2 frequency.
This is shown in pie diagram.
strongly disagree 2 6.7 6.7
Disagree 6 20.0 26.7
Neither 4 13.3 40.0
Agree 14 46.7 86.7
strongly agree 4 13.3 100.0
Total 30 100.0

Product quality better than other companies
disagree 2 6.7 10.0
neither 8 26.7 36.7
agree 17 56.7 93.3
Total 30 100.0
The table shows responses of the question “is product quality better than
other companies?” and in that responses mainly most of the people agree
with highest frequency of 17 and next following are neither with 8
frequency, strongly agree and disagree are having the frequency of 2
7%
20%
13%
47%
13%
Getting all varieties of patanjali
SD D neither A SA

each, whereas the strongly disagree has 1 frequency only. This is shown
in pie diagram.
If there’s more discount for other company product, will you
purchase other company product?
disagree 5 16.7 20.0
neither 7 23.3 43.3
agree 13 43.3 86.7
Total 30 100.0
3%
7%
27%
56%
7%
product quality better than other companies
SD D Neither A SA

This table shows the response of the question “if other company product
has more discount, will they buy other company product?” The most of
respondents agree to that with 13 frequency and the following is neither
with 7 frequency, disagree with 5 frequency, strongly agree with 4
frequency and only one is disagreed. By this we conclude that price is
most important factor for the patanjali the less price it charges it retains
more customers.
Choosing patanjali because its cheap
3%
17%
23%
44%
13%
If there's more discount, you purchase other company
product
SD D Neither A SA
neither 8 26.7 50.0
agree 10 33.3 83.3
Total 30 100.0

This table is showing the responses for the question “choosing patanjali
because it is cheap?” For that most responded agree with 10 frequency
and following responses neither with 8 frequency, disagree with 7
frequency, strongly agree with 5 frequency and there are no respondents
for strongly disagree. By this we can conclude that people are buying
patanjali because it’s cheap. The following is the pie chart
Do you believe patanjali maintain same quality in future also?
disagree 2 6.7 6.7
neither 11 36.7 43.3
agree 14 46.7 90.0
Total 30 100.0
23%
27%
33%
17%
Purchasing patanjali because its cheap
D Neither A SA

The table shows the responses for the question “do you believe that
patanjali maintains same quality in future also?” The responses are most
agree to that question with frequency 14 and the following responses are
neither with 11 frequency, strongly agree with 3 frequencies and
disagree with 2 frequencies. We can conclude that most of the people are
thinking patanjali will maintain same quality in future.
Do you think products are 100% natural?
neither 8 26.7 46.7
agree 11 36.7 83.3
Total 30 100.0
7%
37%
46%
10%
do you believe that patanjali maintain same
quality in future
D Neither A SA

Mostly 11 people agree to the statement and followed by neither with 8
frequency, the strongly agree & disagree has 5 frequency each and least
frequency is for strongly disagree with 1 frequency.
Suggest patanjali to others
neither 6 20.0 20.0
agree 20 66.7 86.7
Total 30 100.0
The responses for the question “do you suggest patanjali to others?” is
very favorable to patanjali by frequency of 20 to agree and following
responses are neither with frequency of 6, strongly agree with
3%
17%
27%
36%
17%
Do you think patanjali products are 100%
natural?
SD D Neither A SA

frequencies of 4. The responses seems to be very positive to patanjali as
it is one kind of advertisement.
Is patanjali products are easily available?
neither 3 10.0 30.0
agree 16 53.3 83.3
Total 30 100.0
The above table explains us that patanjali products are easily available
and it has responses of agree with 16 frequency and followed by
disagree with 6 frequency, strongly agree with 5 frequency, neither with
3 frequency
20%
67%
13%
Suggest patanjali to others
Neither A SA

Any patanjali stores near-by?
26 people said there is a patanjali store near by whereas 4 people said it
is not near-by. This is also positive sign for patanjali.
Do you consider brand while purchasing?
yes 26 86.7 86.7
no 4 13.3 100.0
Total 30 100.0
20%
10%
53%
17%
Products are easily available
D Neither A SA
yes 26 86.7 86.7
no 4 13.3 100.0
Total 30 100.0

The table is showing responses for the question “do you consider brand
while purchasing?” where 26 people opted yes and 4 people opted no.
Do you consider brand while purchasing, if yes what?
patanjali 11 36.7 42.3
ITC 6 20.0 65.4
hul 6 20.0 88.5
others 3 10.0 100.0
Total 26 86.7
System 4 13.3
30 100
In the above question the persons who opted for ‘yes’ is asked with other
question “what is the brand name you prefer?” In response to that
patanjali has 11 frequency, ITC, HUL has both same frequency of 6
each and others have frequency of 3.
37%
20%
20%
10%
13%
Name of brand you consider while purchasing
Patanjali ITC HUL Others NO Brand

How are you purchasing patanjali products?
online 6 20.0 20.0
offline 24 80.0 100.0
Total 30 100.0
This table clearly shows that the offline purchasers are more when
compared to online purchasers.
Overall rating on patanjali
1 1 3.3 3.3
3 13 43.3 46.7
4 14 46.7 93.3
5 2 6.7 100.0
Total 30 100.0
6
24
0
5
10
15
20
25
30
online offline
How are you purchasing patanjali?
Series 1

This table shows the overall rating of patanjali where the rating’4’ has
highest frequency of 14 followed by rating ‘3’ with frequency 13, next is
rating ‘5’ with frequency 2 and the last is rating ‘1’ with frequency 1
Correlation
Correlation is a statistical technique that can show whether and how
strongly pairs of variables are related. The main result of a correlation is
called the correlation coefficient (or "r"). Karl Pearson’s Coefficient of
Correlation is widely used mathematical method wherein the numerical
expression is used to calculate the degree and direction of the
relationship between linear related variables.
3%
43%
47%
7%
Overall Rating
1 2 3 4 5

**. Correlationis significant at the 0.01 level(2-tailed).
*. Correlationis significant at the 0.05 level (2-tailed).
Correlations
getting
all
varieties
product
quality
if
discount
is more,
purchase
other
company
product
choosing
patanjali
because
of cheap
maintain
same
quality
in future
product
s are
100%
natural
suggest
patanjali
to others
getting all varieties
Pearson
Correlation
1 0.179677 0.324591 0.136888 0.107833 0.176698 0.244069
Sig. (2-tailed) 0.342074 0.080109 0.470718 0.570588 0.350269 0.193677
N 30 30 30 30 30 30 30
product quality
Pearson
Correlation
0.179677 1
0.002571 -0.01416 0.563367 0.301661 0.422419
Sig. (2-
tailed) 0.342074 0.989242 0.940785 0.001189 0.105221 0.02005
N 30 30 30 30 30 30 30
if discount is more,
purchase other
company product
Pearson
Correlation 0.324591 0.002571 1 0.411672 -0.06018 0.106827 0.05297
Sig. (2-
tailed) 0.080109 0.989242 0.023803 0.752086 0.574208 0.781018
N 30 30 30 30 30 30 30
choosing patanjali
because ofcheap
Pearson
Correlation 0.136888 -0.01416 0.411672 1 0.137769 -0.06379 0.106108
Sig. (2-
tailed) 0.470718 0.940785 0.023803 0.467838 0.737723 0.576803
N 30 30 30 30 30 30 30
maintain same
quality in future
Pearson
Correlation 0.107833 0.563367 -0.06018 0.137769 1 0.608531 0.399166
Sig. (2-
tailed) 0.570588 0.001189 0.752086 0.467838 0.00036 0.028877
N 30 30 30 30 30 30 30
products are 100%
natural
Pearson
Correlation 0.176698 0.301661 0.106827 -0.06379 0.608531 1 0.491612
Sig. (2-
tailed) 0.350269 0.105221 0.574208 0.737723 0.00036 0.005797
N 30 30 30 30 30 30 30
suggest patanjali to
others
Pearson
Correlation 0.244069 0.422419 0.05297 0.106108 0.399166 0.491612 1
Sig. (2-
tailed) 0.193677 0.02005 0.781018 0.576803 0.028877 0.005797
N 30 30 30 30 30 30 30
patanjali products
are easily available
Pearson
Correlation 0.626452 0.18856 0.122084 0.14451 0.135104 0.215236 0.13874
Sig. (2-
tailed) 0.000213 0.318333 0.520433 0.446122 0.476573 0.25335 0.464675
N 30 30 30 30 30 30 30

In the above mentioned table the value ranges from -1.0 to +1.0. The
closer r is to +1 or -1, the more closely the two variables are related. If r
is close to 0, it means there is no relationship between the variables. If r
is positive, it means that as one variable gets larger the other gets larger.
If r is negative it means that as one gets larger, the other gets smaller
(often called an "inverse" correlation). In this we negative correlation
between product quality and choosing patanjali because of cheap
(-0.01416), if discount is more, purchase other company product and
maintain same quality in future (-0.06018), choosing patanjali because
of cheap and products are 100% natural (-0.06379).
Chi-square
A chi-squared test, also written as χ2 test, is any statistical hypothesis
test wherein the sampling distribution of the test statistic is a chi-squared
distribution when the null hypothesis is true. Without other qualification,
'chi-squared test' often is used as short for Pearson's chi-squared test and
this tests are often constructed from a sum of squared errors, or through
the sample variance.
age
Observed N Expected N Residual
below 25 years 20 10.0 10.0
25 years - 40 years 7 10.0 -3.0
above 40 years 3 10.0 -7.0
Total 30

overall rate patanjali
Observed N Expected N Residual
1 1 7.5 -6.5
3 13 7.5 5.5
4 14 7.5 6.5
5 2 7.5 -5.5
Total 30
Test Statistics
age overall rate patanjali
Chi-Square 15.800a 19.333b
Degree of freedom 2 3
Asymp. Sig. .000 .000
a. 0 cells (.0%) have expected frequencies less than 5. The minimum
expected cell frequency is 10.0.
b. 0 cells (.0%) have expected frequencies less than 5. The minimum
expected cell frequency is 7.5.
Conclusion
After analyzing the responses given by the random consumers of
patanjali we can say that patanjali is improving its brand image
consistently, this we can say easily by looking the graph below out of 30
samples nearly 27 responses are 3 & 4 rating. This shows clearly how
consumers trusted and positioned in their minds about the patanjali
brand

References
https://en.wikipedia.org/wiki/Patanjali_Ayurved
https://www.patanjaliayurved.net
http://www.assocham.org/newsdetail.php?id=6119
Thank you

a study on consumer perception of patanjali in bangalore

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