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Review of Literature

Vishal Kumar Laheri, Research Scholar FMS, University of Delhi, Delhi, India.
Anupam, Research Scholar, FMS, University of Delhi, Delhi, India.
Marketing as a discipline has evolved over a period of time where the traditional
concept imparts that goods were produced to be sold to the customers and the modern
marketing states that goods are produced according to the needs and demand of the
customers. The current marketing management emphasises on satisfying the needs of
the customers without any environmental degradation. The present study selected
organic food and cosmetic product categories for assessing the decision of the
consumers towards such products. A total of six manufacturers, three each from
organic food and organic cosmetic products were interviewed to gain insights about
the organic industry in India. In the second phase, 45 respondents were interviewed to
examine their purchase decision with respect to organic food and cosmetic products.
The results indicate that consumers are not so much aware about the organic products.
The study identified certain enablers and barriers of organic food purchase which will
offer guidelines to the marketers so as to understand the attitude and preferences of
consumers towards organic food and cosmetic products.

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, in
particular demographic effects such as gender, education, income and marital status.
The author employed questionnaire method in order to reach the objectives of the
research. Analysis of five stages of consumer decision making process indicate that
impact of family members on the consumer decision making process of purchasing
imported health food products was significant.

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, benefits offered and packaging of shampoos. Based on the results obtained,
integrated marketing communication was suggested; as a result an improvement of
8% to 12.6% was observed in target population.

[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 their health care instead of modern medicines primarily because
of side effects and high cost of modern medicine.
(WHO & Kumar &Janagam, 2011)The worldwide herbal market products are
around $6.2 billion and estimated to reach $5 trillion by the year 2050

(Kotler, Keller, Koshy, & Jha,2014)marketing, perceptions are more important than
reality because perceptions affectconsumers‟ actual behaviour.

According to Kurtz and Boone, (2006) different people have different perceptions of
objects or events based on theinteractions of two types of factors that are stimulus
factors and individual factors.

RATIONALE OF STUDY

Each company makes its own strategies for its products and brand. These strategies
are made keeping in to consideration all the internal (employees, stake holders,
financial conditions) and external (customers, competitors) factors. These strategies
directly help the company to increase the demand for its customer product which then
helps increase the sales. These strategies could be promotional strategies, pricing
strategies distribution strategies etc.

Since nowadays, people are moving towards healthier lifestyle, thus trough this study
I want to know consumers perception towards herbal products and strategies used by
the company to distribute its products on the basis of customers buying behaviour in
Indore region.
OBJECTIVES

The study in hand is conducted keeping in viewthe following objectives:

• To study the brand perception of ‘PATANJALI’ in minds of Consumers.


• To know the attributes that a customer keeps in mind while buying ‘PATANJALI’
Products.
• To study the satisfaction level of consumers after using ‘PATANJALI’ Products.

RESEARCH METHODOLOGY
This research is based on primary data collected through questionnaires from 100
users of Patanjali Products within Punjab. The questionnaire design is built up to
know the type of products people use, the reason for their buying such product and
their post buying satisfaction level from that product. Secondary sources have been
used to collect information about ‘Patanjali’ brands. Journals, articles, research reports
and government documents were reviewed to get the insight of the previous
interventions that the stakeholders and policy makers have already in place. Also
websites of natural products manufacturing company and online document were
investigated to conduct this research.

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