Ijress 711 60974 PDF

International Journal of Research in Engineering, Social Sciences
ISSN 2249-9482, Impact Factor: 5.343, Volume 5 Issue 4, April 2015

Website: www.indusedu.org
STUDY OF PRESENT MARKET STANDING OF YOGI GURU
RAMDEVS FLAGSHIP BRAND PATANJALI IN AYURVED & FMCG
SECTORS IN & AROUND SILIGURI CITY OF NORTH BENGAL
Shomnath Dutta
Assistant Professor, Dept. of Business Administration, Siliguri Institute of Technology (A Unit
of Techno India Group), Darjeeling, W Bengal, India.
ABSTRACT
Consumers of this millennium have become more concerned about their health and also inclined
to maintain quality of life which is reflected through the preferential consumption of those
products that protects the good state of their health as well as provide maximum satisfaction. In
pursuit of a healthy lifestyle Indian have become more inclined to Ayurvedic or Herbal therapy
as alternative healthcare for natural cure. This particular tendency has been responsible for
phenomenal popularity of Baba Ramdevs Patanjali Ayurvedic products. In today's turbulent
markets with changing customer needs and growing product variety, Baba Ramdev has
developed a unique blend of Ayurveda and Vedic philosophy under the brand Patanjali to pull
the market by offering value for his customers. This paper attempts to ventilate the reasons
which have lead to the revolutionary success of Baba Ramdev's Ayurvedic brand Patanjali that
clocked a turnover of about Rs 1,200 crore in 2013-14 through the use of Mass customization
and Content marketing. Finally the article makes a comparative study of Patanjalis products
with other competing Ayurvedic brands to judge the major contributor behind sale of Patanjalis
items.
Keywords: Ayurved, Content marketing, FMCG, Mass customization.
E-mail id:- editorindus@gmail.com Page 114

INTRODUCTION
There has been a huge comeback of Ayurveda in India not merely as a health care system to treat
ailments but a complete philosophy that encourages the pursuit of a healthy lifestyle. Being the
'Mother of all healing systems' it encompasses all other healing therapies and natural medicines.
Ayurvedic massages, herbal therapy, yoga or pranayams are catching everyones imagination
very fast and promise to be the next big thing in the medical and wellness industry. The
proliferated demand for Ayurvedic or herbal cure is driven due to stressful working culture,
exhaustive lifestyle, the endless quest of peace, and the growing ailments with less healthy
environment. It has the unique advantage of having something to offer for every class of the
society. The growing demand for herbal therapy to lead a healthy life has prompted Yoga-Guru
Ramdev to map the portfolio of true needs of modern Indian which goes beyond food, clothing
and shelter but strives for a healthy life style. Accordingly he engineered his offerings in tune
with the needs of all under the brand Patanjali Ayurved through his expertise on the art of
content marketing and mass customization. From March 2012, Patanjali brand marked its entry
into the herbal retail market and FMCG with Swadeshi flavour of products ranging from body
care, healthcare, home care, digestive, cosmetics, toiletries etc. From then onwards Dabur, Sri
Baidyanalh, Vicco Laboratories, Charak Pharmaceuticals, The Himalaya Drug Company, Zandu
Pharmaceutical, The Emami Group, HUL, P&G are facing intimidation from a home - grown
and an absolutely `Swadeshi competitor, Patanjali Ayurved Limited.
AYURVED MARKET IN INDIA & PATANJALIS GLARING ENTRY
Having a brilliant future in India as a business venture, its business prospects amounts to a $20
billion ready market and its gigantic growth rate would make it a $5 trillion market worldwide by
2050. The total size of the Indian Ayurvedic market is INR 50 billion and it is growing
substantially at a rate between 10-15 percent. Indian Ayurved industry is currently perceived as
investment worthy by prospective investors since firstly, it is recession proof and secondly, it
reaches out to a larger chunk of target consumers across all income groups. The long and
successful runs of several brands in this field like Dabur (launched 1884), Amrutanjan (launched
1893), Himalaya (launched 1930), Baidyanalh (launched 1917), VICCO (launched 1952) etc
proves the viability of Ayurveda as a growing business opportunity. According to ASSOCHAM,

the Indian herbal industry is likely to double from Rs 7,500 crore to Rs 15,000 crore by 2015.
Having sensed the growing concerns about the side-effects of chemical-based allopathic
medication and pragmatic, non-dogmatic & non-sectarian treatment of all kinds of ailment and
disorders guru Swami Ramdev & Ayurveda Acharya Shree Balkrishna jointly founded Patanjali
Ayurveda Kendra Pvt. Ltd. on 27 September 2007 and initiated its operation at Katmandu,
Nepal. After realizing the huge potential of Ayurvedic products in Indian herbal retail trade and
FMCG sector, Guru Ramdev announced the entry of his Patanjali Ayurveda Ltd into Indian
FMCG market on 23rd April 2012 with 'Swadeshi' line of 100 products, including cosmetics,
toiletries and others. Initially, Apart from franchised outlets & distributors, Patanjali products got
placed now in the shelves in Reliance Retail, Big Bazaar, Hyper City and Star Bazaar. At present
Patanjali Ayurved Limited have four manufacturing units in Hardwar have a capacity to process
1,000 tonnes of raw materials, rolling out 500 products in medicine, food and cosmetics and
toiletries. Baba Ramdev using his strategy of mass customization and content marketing a
turnover of Rs 1200 crores resulted in 2013-14. Patanjali curtailed its expenditure on
advertisements compared to 20 - 30% spending by leading FMCG big shots of their sales on
advertisements. Patanjalis products incorporate a unique blend of three value disciplines -
product leadership, operational excellence and customer intimacy. In comparison to giant multi-
nationals Patanjalis products happened to be cheaper by at least 30 per cent due to direct
sourcing of raw materials from the farmers with the aim of economic empowerment of farmers
in terms of employment generation through promotion of Swadeshi goods. Moreover, tendency
to lead a hygienic and healthy life style drives the Patanjali products to achieve phenomenal
popularization. In addition to the distribution network of franchised outlets & distributors
Ramdev made his Patanjali's products available at e-commerce site.
OBJECTIVE OF STUDY
1. To study the evolution of the Ramdevs ventures Patanjali Ayurved Limited as flagship brand
for Ayurvedic and FMCG products.
2. To survey the use of Patanjalis products in comparison with other rival companies in Siliguri
area of North Bengal.
METHODOLOGY

In tune with objectives of study, survey of customers of Ayurvedic products belonging to
Patanjali and other brands were conducted in Siliguri area of Darjeeling district with a
questionnaire (Annexure I) to assess whether charismatic teachings of Ramdev or effect of
different marketing variables that influence the sale of his Patanjali brand. Survey was made by
interviewing 26 users (customer) of Ayurvedic products (medicinal, food, cosmetic & FMCGs)
from 12 Brands/Companies including Patanjali. These companies are
1. Patanjali Ayurved Ltd; 2. Dabur; 3. Zandu; 4. Baidyanalh; 5. Himalayan Drug Company;
6. Charak Pharmaceuticals; 7. Ayur Herbal; 8. Vicco Laboratories; 9. Emami Group;
10. Lotus Herbal; 11. Hamdard; 12. Marico.
The Strategic Survey Areas in & around Siliguri
1. Hill Cart Road (Venus More to Air view more); 2. Bidhan Market & Seth Srilal market (The
Major Markets); 3. Sevoke Road (Sevoke More Crossing to 2nd Mile); 4. Siliguri Junction/Bus
Terminus Area; 5. Pradhan Nagore; 6. Subhaspally Hati more & Desbandhu Para; 7. Hakim Para
& College Para; 8. City Center & Shiv Mandir area; 9. Cosmos Mall; 10. S F Road &
Mahabirsthan Market.
Variables used for comparative evaluation of Patanjali with other 11 brands:-
(a) Rating on preferences of Brand, (b) Total Quantity of purchase, (c) Average purchase amount
(d) High price fluctuation rating, (e) Rating on poor quality product, (f) Rating on poor
promotional campaigning, (g) Rating on Easy availability of products.
Research Hypothesis
H0: It is not the Marketing variables alone but Ramdevs philosophy & teachings that have
partial influence on sale of Patanjalis products in and around Siliguri.
H1: It is the Marketing factors not entirely the Ramdevs philosophy & teachings which has
substantial influence on sale of Patanjalis products in and around Siliguri.
Data Collection:
Tools used: Questionnaire
Nature/Type of Data gathered: Responses received from questionnaire based survey were taken
as Primary data and their means as Secondary data and these are tabulated for analysis.
Table 1: Rating based on Preferences of Brand

Serial No Company Name Mean Rating
1 Ayur Herbal 2.65
2 Baidyanalh 7.23
3 Charak Pharmaceuticals 4.04
4 Dabur 8.88
5 Emami Group 7.19
6 Himalayan Drug Company 8.46
7 Hamdard 8.04
8 Lotus Herbal 3.19
9 Marico 6.04
10 Patanjali Ayurved Ltd 8.19
11 Vicco Laboratories 7.96
12 Zandu 4.62
Inference: This table & its corresponding Chart No 1 depict jointly that Ayur Herbal with
lowest mean rating is least preferred while Dabur with highest rating is most preferred company
to customers followed by Himalaya in 2nd position and Patanjali in 3 rd most preferred brand.
Chart No: 1 Showing Brand Preference Rating
Mean Rating
Ayur Herbal
4.628.88
7.96 Baidyanalh
4.05 7.23
6.04 8.04 Charak Pharmaceuticals
8.46 3.19
Dabur
7.19
8.192.65
Emami Group
Table2: Total Products bought

Serial No Company Name Total items Purchased
1 Ayur Herbal 60
2 Baidyanalh 123
3 Charak Pharmaceuticals 98
4 Dabur 269
5 Emami Group 126
6 Himalayan Drug Company 360
7 Hamdard 88
8 Lotus Herbal 71
9 Marico 185
10 Patanjali Ayurved Ltd 202
11 Vicco Laboratories 109
12 Zandu 197

Inference: The Table 2 & Chart 2 jointly show maximum products purchased from most
preferred Himalayan Drug firm and least volume of product is bought from Ayur herbal.
Patanjali stands as 3rd largest company after Himalaya and Dabur in volume of purchase by
customers.
Chart No 2: Showing Total Products bought
Total items Purchased

197 60 123 Ayur Herbal
109 98
202 269
185 360 Baidyanalh

126
71
88
Table 3: Average amount of Products bought

Serial No Company Name Mean of items Purchased
1 Ayur Herbal 2.30
2 Baidyanalh 4.73
4 Dabur 10.35
5 Emami Group 4.84
7 Hamdard 3.38
8 Lotus Herbal 2.73
9 Marico 7.11
12 Zandu 7.57
Inference: The Table 3 & Chart No 3 together show that in terms of average buying propensity
of customers, Himalayan Drug Company is the highest selling firm (mean 13.85) and Ayur
Herbal is the lowest selling firm (mean 2.30). In this respect Patanjali Ayurved of Baba
Ramdev holds 3rd position after Dabur. For the analysis of pattern & trend of sales of

Ayurvedic items by Patanjali compared to others, data of Mean of products purchased (Table
3) is taken as dependent variable.
Chart No: 3 Showing Average Products bought
Average Products Purchased
2.3 Ayur Herbal

7.57 4.73
4.19 3.76 Baidyanalh
Charak Pharmaceuticals
7.76 10.35
Dabur
Emami Group
Himalayan Drug Company
7.11 4.84
Hamdard
2.73
3.38 Lotus Herbal
13.85
Marico
Table 4: Rating of High Price Fluctuation

Serial No Company Name Mean Rate of High Price
Fluctuation
1 Ayur Herbal 4.84
2 Baidyanalh 4.25
4 Dabur 1.84
5 Emami Group 4.50
7 Hamdard 3.29
8 Lotus Herbal 6.12
9 Marico 4.46
12 Zandu 4.50

Inference: Price variation is taken as independent variable since it leads to fluctuations in sale as
well as in buying habits of customers. Frequent ups & downs of price results fluctuating trend in
sales of a companys item
Chart No: 4 Showing Mean Price Fluctuation
Mean Rate of Price Fluctuation

7 6.12
6
5 4.25 4.69 4.5 4.46 4.25 4.5
4 3.07 3.29
3 1.84 2.02
2
1
0
Inference: Table No: 4 and Chart No: 4 depicts that highest price fluctuation rating happens to
be in case of Lotus Herbals with rating 6.12 and lowest turns out in case of Dabur with1.84.
Patanjalis rank is 2nd (2.02) after Dabur. The rating style shows that Dabur has least price
fluctuating tendency whereas Lotus Herbal reveals highest price variation.
Table 5: Rating of Product Quality
Serial No Company Name Mean Rate of poor product quality
1 Ayur Herbal 2.25
2 Baidyanalh 3.84
4 Dabur 5.73
5 Emami Group 4.03
7 Hamdard 3.50
8 Lotus Herbal 3.34
9 Marico 1.15
12 Zandu 3.03

Chart No 5 Showing Mean Product Quality Rating
Mean Rate of product quality

3.03 2.25
3.57 3.84 Ayur Herbal
1.72 Baidyanalh
Charak Pharmaceuticals
6.04
5.73 Dabur
1.15 Emami Group

Himalayan Drug Company
3.34 4.03
Hamdard
3.5 5.23
Inference: Product quality, being one of the strongest influencers in customers buying
behaviour is taken as variable of study. Table No: 5 and Chart No: 5 depicts highest product
quality rating is found for Patanjali Ayurved having 6.04 suggesting its top quality feedback by
customers and poor quality feedback is given by end-users for Marico with rating 1.15 only. 2 nd
and 3rd positions are occupied by Dabur and Himalaya respectively where former is age old and
latter is new comer.
Table No: 6 Rating on Promotional Campaigning
Serial No Company Name Mean Rate of Low Promo Campaigning
1 Ayur Herbal 2.08
2 Baidyanalh 6.37
4 Dabur 6.84
5 Emami Group 4.27
7 Hamdard 3.11
8 Lotus Herbal 1.21
9 Marico 2.88
12 Zandu 3.03

Chart No: 6 Showing Rating on Promotional Campaigning
Mean Rate of Low Promo Campaigning

10 6.37 6.84
2.08 1.85 4.27 4.42
3.11
0 1.21 2.88 3.23 3.92
3.03
Mean Rate of Low Promo Campaigning
Inference: As effective promotional measures significantly a buyers decision criteria, it is

taken as variable of study and the relevant data furnished and graphically represented by Table
No: 6 and Chart No: 6 reveals that Lotus herbal reflects lowest effectiveness in promotional
initiatives and Dabur resorts highest effectiveness in promotional campaigning. Patanjalis
performance is not at all satisfactory in promo-campaigning for having 7th position with a low
rating of 3.23
Table 7: Rating on Easy Availability
Serial No Company Name Mean Rate of Easy Availability
1 Ayur Herbal 5.94
2 Baidyanalh 2.44
4 Dabur 1.24
5 Emami Group 2.91
7 Hamdard 4.52
8 Lotus Herbal 5.86
9 Marico 3.75
12 Zandu 2.98

Chart No: 7 Showing Average Rating on Easy Availability
Mean Rate of Easy Availability

2.98
Vicco Laboratories 3.68
2.87
Marico 3.75
5.86
Hamdard 4.52
1.27 Mean Rate of Easy
Emami Group 2.91 Availability
1.24
Charak Pharmaceuticals 6.11
2.44
Ayur Herbal 5.94
0 1 2 3 4 5 6 7
Inference: Easy availability determines Place Utility to customers who shape customers
purchasing attitude and sales volume. Rating this variable follows descending order of
preference and Table No 7 & Chart No 7 reveal that Dabur and Himalaya got a very close
position (Rating 1.24 & 1.27) of providing maximum ease in availability of their products to
customers. On the contrary, Charak pharma is lagging in extreme regarding easy availability.
Patanjalis position is in middle of the road with 4th position (2.87).
Table 8: Average Performance Rating of Ayurvedic Companies
Serial No Company Name Mean Rate of Overall Performance
1 Ayur Herbal 4.957
2 Baidyanalh 1.784
4 Dabur 1.157
5 Emami Group 3.441
7 Hamdard 4.772
8 Lotus Herbal 6.224
9 Marico 4.819
12 Zandu 3.551

Chart No: 8 Average Performance Rating of Ayurvedic Companies
Mean Rate of Overall Performance
7 5.889 6.224
6 4.957 4.772 4.819
5
3.441 3.551
4
2.55
3
1.784 1.671
2 1.157 1.431
1 Mean Rate of Overall
0 Performance
Inference: The overall performance rating of all 12 Ayurvedic companies as tabulated in Table
No: 8 and graphically represented in Chart No: 8 shows that Dabur has bagged the top rated
company in terms of all marketing variables and Lotus Herbal is least performer. Ramdevs
venture Patanjali has stepped into top 5 bracket and holding 3 rd topper after Dabur and
Himalaya.
Statistical Data Analysis
The tabulated data from Table No: 3 to 7 are put to comparative statistical analysis under the
following sectors Linear Regression, t-Test and Kolmogorov - Smrinov Normality test.
(A) Kolmogorov - Smrinov Normality test
The following outcome of Normality tests are given as
Table No: 9 [Normality (KS) Test Results]
Serial Name of Comparing variables under KS P Remarks
1 Average amount of Products bought 0.218 0.11 Passed
No study Dist. value
2. Rating on High Price Fluctuation 0.13 > 0.2 Passed
3 Rating on poor quality product 0.18 > 0.2 Passed
4 Rating on poor promotional campaigning 0.17 > 0.2 Passed
5 Rating on Easy Availability 0.13 > 0.2 Passed

The above summary of Normal test results display compatibility between collected data and
expected pattern of data collected from population.
(B) t - Test
To conduct t-Test tabulated data on Average amount of products bought (taken as variable
denoting Sales) are compared with the tabulated data on Poor Quality product, Easy Availability,
Poor Promotional campaigning, High Price Fluctuation.
Table No: 10 [Group wise t-Test results]
variance test
Difference
Normality
between
Group Comparing variables under t
Means
P for
Equal
Mean
P for
SEM
SD
test
N
No Group value
1 Rating on Average amount 12 6.051 3.433 0.991 2.084
of products bought at
2.191 0.335 0.051
Rating on High Price 12 3.860 1.219 0.352 22
d.o.f
Fluctuation
at
of products bought 2.469 0.382 0.080
Rating on poor quality 12 3.583 1.498 0.433 22
d.o.f
product
of products bought at
2.454 0.278 0.129
Rating on poor promotional 12 3.597 1.708 0.493 22
d.o.f
campaigning
at
of products bought 2.333 0.234 0.165
Rating on Easy Availability 12 3.718 1.716 0.496 22
d.o.f
From Table No: 10 it has been found that since under each group, the difference in the Mean
values for two group members is more than what would be expected by chance, there exists
statistically significant differences between the input group members in the following manner:-
Group No P Value Remarks
1 0.049 P > 0.05
2 0.032 P > 0.05
3 0.037 P > 0.05
4 0.047 P > 0.05
Thus the test reflects the fact that, the sample-data is significant at 95% confidence level.
(c) Linear Regression
The group wise comparisons involved in previous t-Test are again taken for determining
association and relationship by using Linear Regression.
Table No: 11 [Group wise Linear Regression results]
Group Comparing variables under Regression S E of
N R R2 Adj. R2
No Group Equation line Estimate
1 Rating on Average amount Average amount
of products bought of products
Rating on High Price bought = 10.99
12 0.455 0.207 0.127 3.207
Fluctuation (1.28 x Mean
rating on High
Price fluctuation)

Rating on poor quality bought = 0.00323
12 0.737 0.543 0.497 2.434
(1.688 x Mean
product
rating on Poor
Quality product)

of products
of products bought
bought = 0.0682
Rating on poor promotional 12 0.742 0.551 0.506 2.412
(1.493 x Mean
campaigning
rating on Poor
Promotional
4 Rating on Average amount Campaigning)

Average amount
Rating on Easy Availability bought = 12.271
12 0.837 0.700 0.670 1.973
(1.673 x Mean
rating on Easy
Availability)

Table No: 12 [ANOVA Result]
Group Particulars DF SS MS F P Normality Constant
1 Regression 1 26.806 26.806 P = 0.232 Variance
P = 0.181
No Test
Residual 10 102.822 10.282 2.607 0137
& Passed Test
& Passed
Total 11 129.628 11.784
2 Regression 1 70.378 70.378 P = 0.466 P = 0.484
Residual 10 59.251 5.925 11.878 0.006
& Passed & Passed
Total 11 129.628 11.784
3 Regression 1 71.460 71.460 P = 0.148 P = 0.352
Residual 10 58.169 5.817 12.285 0.006
& Passed & Passed
Total 11 129.628 11.784
4 Regression 1 90.709 90.709 23.307 < 0.001 P = 0.089 P = 0.869
Residual 10 38.920 3.892
& Passed & Passed
Total 11 129.628 11.784
The above tables 11 & 12 show there exists relation of dependent variable, Average amount of
products bought with other independent variables - High Price Fluctuation, Poor Quality product,
Poor Promotional Campaigning, Easy Availability.
Discussion on Data Analysis
Currently the Indian FMCG sector witnessed a marked competition from Ayurvedic/ Herbal
companies as this segment encounters the brands of Dabur, Himalaya, Ayur, Patanjali etc apart
from HUL, P&G. Even within the Ayurvedic segment Guru Ramdevs flagship brand Patanjali
has put an edge over Dabur, Himalaya and others within a short span. Ramdev for massive
penetration of Patanjalis articles (both medicinal & FMCG) across the nation utilized the key
marketing-mix variables very strategically. The marketing & sale of Ayurvedic medicines and
FMCG items of 12 shortlisted Ayurvedic firms were studied with questionnaire survey in &
around Siliguri. The criteria used for comparative performance rating of 12 firms are used as
variables of study with respect to two key aspects marketing and sales. The opinions of survey
are tabulated on which statistical tests were conducted to ascertain whether the popularity &
teachings of Ramdev or the use of Marketing variables which one mainly contribute to rapid
sales- growth of Patanjali items relative to competitors.
As per the insights drawn from previously shown data analysis, a comparative analysis was
undertaken between the variable of Sale of Ayurvedic Products (That is mean amount of product
bought) with other marketing related variables like - High Price Fluctuation, Poor Quality
product, Poor Promotional Campaigning, Easy Availability. The testing of Hypothesis based t-
Test reveals that alternate Hypothesis (H1) is significant according to the data gathered that
means only the philosophic teachings and popularity of Baba Ramdev is not the sole governing
factor causing sale of Patanjalis Ayurvedic products rather the various marketing mix factors
contribute the most in this respect. It is further reinforced by the results of Linear Regression
showing good association of marketing variables with sale of Patanjalis products.
CONCLUSION
Indian health care industry has undergone a paradigm shift due to peoples inclination to
Ayurvedic/Herbal therapy in order to get rid of the various adverse post treatment effects of
Allopathic medication. The results and analysis of this study in Siliguri & outskirts finally arrive
at the following key conclusions-
There is a significant bearing of Marketing tools & strategies on Sale of Ayurvedic & Household
FMCG items in Siliguri area. Though this marketing aspect is neglected by many companies.
This marketing aspect mainly includes Product quality, Price & its fluctuating trend,
Promotional campaigning, Easy availability i.e. distribution. Out of these, Product Quality and
Promotional measures play more influential role in shaping the buying attitude towards
Ayurvedic items compared to Price and Availability in Siliguri region.
Among the 12 popular Ayurvedic companies in Siliguri, Patanjalis growth rate appears to be
praiseworthy in terms of sale, awareness and number & size of outlets. Within a very short time
of last 5 years, awareness and utility of Patanjalis deep product- assortment have been so wide
spread that it secures 3rd position after Dabur & Himalaya in and around Siliguri.
REFERENCES
1. Ghosh Anirvan. (2015). Baba Ramdev's Business Empire Soars, With His Own Rising
Profile. Available from http://www.huffingtonpost.in/2015/01/13/ramdev-consumer-
products-_n_6460760.html (Accessed on 17.4.15)
2. INDIA. Dept. of Health. Govt. of India. Ministry Of Health & Family Welfare.(1989).
Ayurvedic Pharmacopoeia of India, 1st Volume, 1st Edition
3. INDIA. Dept. of Health. Govt. of India. Ministry Of Health & Family Welfare.
(1978).Ayurvedic Formulary Of India. Part I. 1st Edition

4. Kumar Vinod, Jain Ankit, Rahman, Zillur.(2013). Marketing through spirituality: A case
of Patanjali Yogpeeth. Procedia - Social and Behavioral Sciences 133 (2014) 481 490
5. Mehta R M. (2003). Pharmaceutics. Vallabh Prakashan.New Delhi. Part II. 3rd Edition.
Reprint.
6. Patanjali food and herbal Park-The largest food park in the world available at
http://www.myyog.com/news/138-health/204-Patanjali-Food-and-Herbal-Park---The-
largest-foodpark-in-world.html.
7. PTI (2007), Swami Ramdev gives yoga tips to British lawmakers, available at
http://articles.timesofindia.indiatimes.com /2007-07-18/ Indians-abroad, Times of India
(Accessed on 18.4.15)
8. Ramdev's Ayurvedic products to foray into open market, March 2, 2012, New Delhi,
Business Today, Available from http://businesstoday.intoday.in/story/ramdev-ayurvedic-
products-to-hit-fmcg-market/1/22865.html. (Accessed on 21.4.15)
9. Satoskar R S. (2005). Pharmacology & Pharmacotherapeutics. Popular Prakashan.
Mumbai. 19th Edition.
10. Sinha Partha & Singh Namrata.(Jan 13, 2015). Ramdev expands empire beyond yoga to
FMCG, business poised to touch Rs 2,000cr this fiscal. Available from
http://timesofindia.indiatimes.com/business/india-business/Ramdev-expands-empire-
beyond-yoga-to-FMCG-business-poised-to-touch-Rs-2000cr-this-
fiscal/articleshow/45861809.cms (Accessed on 20.4.15)
11. Warrier, M. (2003). Guru choice and spiritual seeking in contemporary
India. International Journal of Hindu Studies, 7(1-3), 31-54.
APPENDIX I
Survey Questionnaire Sheet
Name of Respondent (Customer/Ayurvedic practitioner)
Age Occupation
1. Rate the following Ayurvedic Company from 1 to 12
Sl No Company Name Rating Sl No Company Name Rating
1 Ayur Herbal 7 Hamdard
2 Baidyanath 8 Lotus Herbal

3 Charak Pharmaceuticals 9 Marico
4 Dabur 10 Patanjali Ayurved Ltd
5 Emami Group 11 Vicco Laboratories
6 Himalayan Drug Company 12 Zandu
2. Which company of the above you like most?
3. Why do you use it frequently?
a. Easy availability, b. Good Promotional campaign c. Low Price d. Good Quality
4. How many total products you used to purchase from all the above?
5. How many you usually buy from your most preferred company out of above list?
6. How much you likely to spend in purchasing products from all the above enlisted companies?
7. How much you spend in buying from your preferred company?
8. Put your rate out of 1 to 12 to the following company in respect of lowest price
9. Put your rate out of 1 to 12 to the following company in respect of degree of High Promotional
campaigning in ascending order
10. Put your rate out of 1 to 12 to the following company in respect of degree of High Quality of
Product in ascending order

11. Put your rate out of 1 to 12 to the following company in respect of degree of Easy availability
of Product in descending order (1 for Highest Availability)
12. Put your rate out of 1 to 12 to the following company in respect of degree of Price
Fluctuation of Product in ascending order (1 for Lowest Variation)
13. How much you buy from the following companies in totality
Sl No Company Name Quantity Sl No Company Name Quantity
14. Put your rate out of 1 to 12 to the following company in respect of Overall Average
performance in descending order (1 for Highest Preference)
Date Signature of Respondent

Ijress 711 60974 PDF

Caricato da

Informazioni sul documento

Titolo originale

Copyright

Formati disponibili

Condividi questo documento

Condividi o incorpora il documento

Opzioni di condivisione

Hai trovato utile questo documento?

Questo contenuto è inappropriato?

Copyright:

Formati disponibili

Ijress 711 60974 PDF

Caricato da

Copyright:

Formati disponibili

International Journal of Research in Engineering, Social Sciences

ISSN 2249-9482, Impact Factor: 5.343, Volume 5 Issue 4, April 2015

E-mail id:- editorindus@gmail.com Page 114

E-mail id:- editorindus@gmail.com Page 115

E-mail id:- editorindus@gmail.com Page 116

E-mail id:- editorindus@gmail.com Page 117

Table2: Total Products bought

E-mail id:- editorindus@gmail.com Page 118

Total items Purchased

185 360 Baidyanalh

Table 3: Average amount of Products bought

E-mail id:- editorindus@gmail.com Page 119

Average Products Purchased

2.3 Ayur Herbal

Table 4: Rating of High Price Fluctuation

E-mail id:- editorindus@gmail.com Page 120

Mean Rate of Price Fluctuation

E-mail id:- editorindus@gmail.com Page 121

Mean Rate of product quality

1.15 Emami Group

E-mail id:- editorindus@gmail.com Page 122

Mean Rate of Low Promo Campaigning

Mean Rate of Low Promo Campaigning

Inference: As effective promotional measures significantly a buyers decision criteria, it is

E-mail id:- editorindus@gmail.com Page 123

Mean Rate of Easy Availability

E-mail id:- editorindus@gmail.com Page 124

Mean Rate of Overall Performance

E-mail id:- editorindus@gmail.com Page 125

1 Rating on Average amount 12 6.051 3.433 0.991 2.084

2 Rating on Average amount Average amount

3 Rating on Average amount Average amount

4 Rating on Average amount Campaigning)

E-mail id:- editorindus@gmail.com Page 127

E-mail id:- editorindus@gmail.com Page 129

E-mail id:- editorindus@gmail.com Page 130

E-mail id:- editorindus@gmail.com Page 131

Date Signature of Respondent

E-mail id:- editorindus@gmail.com Page 132

Potrebbero piacerti anche