RESEARCH METHODOLOGYIMPACT OF BRAND IMAGE AND CONSUMER PERCEPTION

ON BRAND LOYALTY: A STUDY INCONTEXT OF PATANJALI AYURVEDALTD. AMONG THE

PEOPLE OF JAMMU

SUBMITTED BY:

IVANI KATAL 27-MBA-15MANHAR MALHOTRA 2-MBA-15MITALI SHARMA !1-MBA-15

CONTENTS

S.NO.TOPICPAGE NO.

1 ACKNO"LEDGEMENT

2 ABSTRACT!

3 CHAPTER I: INTRODUCTION

1.1OBJECTIVES OF STUDY

1.2DEFINITIONS OF TERMS

1.2.1BRAND IMAGE

1.2.2BRAND LOYALTY

1.2.!CONSUMER PERCEPTION

4CHAPTER II: LITERATURE REVIE"

2.1 HYPOTHESIS FORMATION

2.1.1 BRAND IMAGE AND BRAND LOYALTY

2.1.2 BRAND IMAGE AND CONSUMER PERCEPTION

2.1.! CONSUMER PERCEPTION AND BRAND LOYALTY

2.1.# GENDER AND LOYALTY INTENTIONS2.1.5 GENDER AND CONSUMER

PERCEPTION

2.1.$ GENDER AND BRAND IMAGE2.

1.7 BRAND IMAGE% CONSUMER PERCEPTION AND LOYALTY INTENTIONS

2.2 RESEARCH BACKGROUND

2.! SCOPE OF THE STUDY

2.# LIMITATION OF THE STUDY

2.5 METHODOLOGY

5CHAPTER III: COMPANY PROFILE

3.1 PATANJALI YOGPEETH

!.2 HERBAL PRODUCTS IN PATANJALIYOGPEETH!.

! PRODUCT LINE AND PORTFOLIO OF PATANJALI YOGPEETH!.

# PRODUCT MIX OF PATANJALI YOGPEETH!.

5 MARKETING AND NET"ORK OF PATANJALI YOGPEETH!.

$ PRODUCT: INTRODUCING THE VALUE DISCIPLINE!.

7 COMPLETE PACKAGE FOR VARIOUS DISEASES

8 PRICING STRATEGY!.

9 PROMOTIONAL STRATEGY

6 CHAPTER IV: DATA ANALYSIS AND INTERPRETATION

7CHAPTER V: FINDINGS% CONCLUSION AND SUGGESTIONS

APPENDIX A: ONLINE SURVEY 'UESTIONNAIRE1(

BIBLIOGRAPHY AND REFERENCES

ACKNO"LEDGEMENT

With immense pleasure, we would like to present this project report for Patanjali
AyurvedaLtd. We take the opportunity to express our gratitude to all of them who in
some or the other way helped us to accomplish this project. The study cannot e
completed without your guidance, assistance, inspiration and co!operation. We owe
our gratitude to respondents of the survey, without their help we would have
eenunale to complete our project. These people have really een kind enough
to help us yfilling the "uestionnaire.We would also like to thank with a deep sense
of gratitude to #r. $inay %hauhan to shape our understanding towards the project.
&t was ecause of his immense help and support that this project has een duly
completed.'owever, we accept the sole responsiility for any possile error and
would e extremelygrateful to the readers of this project if they ring such
mistakes to our notice.
ABSTRACT

The purpose of this study was to check the effect of rand image on rand loyalty
and therole of customer perception in it. (uantitative study was conducted in )
ammu. *ample of +local people from different regions were selected and
surveyed through "uestionnaires.Pearson %orrelation and t!tests were run to analy-
e the data. inding reveals that positive andsignificant relation exists etween
/rand &mage and /rand loyalty and %ustomer perceptionalso has a positive
moderating effect on this relation. The sample si-e was too short. Thisstudy can e
replicated with a large sample si-e in similar sector or context. The impact of
marketing communications and consumers0 knowledge on rand loyalty can also
e studiedto enhance the study. 1rgani-ations ought to pay special attention to the
uilding of randimage, achieving customer satisfaction. And through this they
would also e successful inachieving rand loyalty.The study was carried on to
oserve the rand image of products of Patanjali 2ogpeeth in)ammu. 3owadays
there is witnessed a heavy change in the 4%5 sector, people are gettingmore
inclined towards the ayurvedic and heral products as well as they are more
cautioustowards their health issues. 4ore of yoga and consumption of heral
product is creatingrevolution in the society. &t was found that in small cities people
have heavy faith on Patanjali products as a medicine.

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