PROJECT PROPOSAL ON

“MARKETING STRATEGIES OF PATANJALI”

Submitted to

For

Partial fulfilment for award of PGDBM

By

Mohit Chawla

Under the Guidance of

Faculty Member,

Darshana Joshi

Department of Commerce and Business Management

 Faculty of Commerce

The Maharaja Sayajirao University of Baroda.

Vadodara.

April 2018

“MARKETING STRATEGIES OF PATANJALI”

1.0 INTRODUCTION OF THE PROPOSED RESEARCH STUDY

PATANJALI AYURVEDA LIMITED, a company registered under the
Company’s Act, 1956 having it’s registered office at D-26, Pushpanjali

2.0 REVIEW OF LITERATURE

 Asher and Schusler (1967) determined the accessibility of cars in students of senior
class of a sub urban high school. The sample space consists of twelfth grade last
semester students. Three types of data were collected 1) IQ’s 2) students grades 3)

student access to automobiles. It was found that few students were in the category of

owning their own car. Chi square analysis was carried out. It showed that boys with high

ability do tend to obtain their driver’s license but average ability girls seem to be given

greater access to cars. It was concluded that the student’s access to cars had no effect on

the grade point average over the period.

 Bell (1967) analyzed how a customer feels after buying a new car. He also

explored the effect of customer’s personalities in relation to salesman persuasion that

attempts to find customer’s post purchase satisfaction. This study was conducted in a

large urban area . Data was collected during the summer months of 1965. During this period,
289 new cars were sold. Attempt was made

to interview all but succeeded with 234 persons. Personal interviews were conducted by

the investigator from 1-8 days after purchase. It was concluded that person who had high

self confidence had very little dissonance i.e. they made their decisions, accepted them

and were happy where as persons with low self confidence had low dissonance and they

were easily persuaded by salesmen but in between them, the customers with little

confidence were highly dissonant and were not easily persuaded. Perhaps their self

doubts began to influence their attitude after they completed their purchase. At last it was

stated that persuasibility acts as an indirect cause of buyer’s dissonance.

 Tertoolen et al. (1998) investigated the effects of information, feedback and

commitment on car use and attitudes related to car use. Sample of 350 respondents who

were the users of private automobiles were taken . Participants received

individual feedback and information about effect of their car use on environment and on

their own finances. Information regarding public transport was also provided. Variables

like independence, comfort, health, cost environment etc. were taken for the study.

ANCOVA and ANOVA models were used to analyze the data. Regression analysis was

used for the said purpose. The results suggested that little progress might be expected by

requesting individual drivers to voluntarily reduce private car use. The car was too

strongly linked with the feelings of independence and convenience. It can be said that

information comaigns with the aim of decreasing car use could have undesirable side

effects as a result of dissonance reduction and reactance.

 Renganathan (2005) analyzed the consumer markets and buyer behaviour of cars.
 The size of sample was 135 comprising of people who own a car and

those who are willing to upgrade from a two-wheeler to four-wheeler. Results indicated

that 39% of the surveyed consumers expect a car to be luxurious and mid-sized. This

makes clear that . the style and appearance of a car also influences a customer's intention

to buy a car. Hyundai has got substantial market share in the urban areas. It could also

conduct some campaigns and road shows in rural areas and cater to those markets. He

suggested that when a company needs an effective advertising to persuade the consumers,

it should first concentrate on selection of celebrity endorsers. The brand managers must

identify the right celebrity by keeping the long term impact in their mind, as celebrity

advertisements are not only to build powerful brand but also assist to increase the recall

level coupled with higher sales.

3.0 RATIONALE OF THE PROPOSED RESEARCH STUDY

The proposed study will focus on Consumer Buying Behaviour. The study will try an attempt
to find Causes of buying beahvour .

4.0 SCOPE & COVERAGE OF THE RESEARCH STUDY

The scope of a subject refers to everything that is studied as part of that subject. When we set
out to explain the scope of consumer behaviour we need to refer to all that which forms part
of consumer behaviour.

Consumer behaviour includes not only the actual buyer and his act of buying but also the
various roles played by different individuals and the influence they exert on the final
purchase decision.
5.0 OBJECTIVE OF THE RESEARCH STUDY

The objectives of the study are:

 To do a comparative analysis of sedan cars from different brands.

 To know which brand reached the customer expectation in sedan cars.
 To know the customers feeling about the like looks, comfort, leg space, boot space,
fuel efficiency, reliability in their product.
 To know which attribute performance is what in a particular product.

6.0 RESEARCH DESIGN OF THE PROPOSED RESEARCH STUDY

My research design is based on questionnaire method. The sample will be drawn based on
stratified random sampling methods and the output will be tabulated, analysed and
interpreted.

7.0 RESEARCH METHODOLOGY OF THE PROPOSED RESEARCH

STUDY

Data Collection

This study will be done using the primary as well as secondary collection of data.

1.) Primary Data Collection: The data will be collected using questionnaire method.
Questionnaire is a research instrument consisting of a series of questions and other
prompts for the purpose of gathering information from respondents.
2.) Secondary Data Collection: Besides the primary data collected with the help of the
questionnaire, I will also be collecting data from various sources like magazines,
books, newspapers, internet and existing users of the selected mid-size cars.
Analysis tools

Different suitable statistical and mathematical tools such as graphs, charts and tabulations
will be used.

7.1 RESEARCH INSTRUMENT

This study would make use of Structured Non-Disguised closed ended Questionnaire as
research instrument for the collection of required primary

7.2 SAMPLING DECISION

The research study will follow various sampling decisions for conducting the research study
which will include the following:

 Representative Sample

The selected consumers drawn from the total number of consumers would be selected as the
Representative Sample.

 Sampling Frame

The consumer database, available with the company will be used as the sampling frame for
the purpose of collecting primary data for the proposed research study.

 Sample Size

Appropriate number of sample size will be put to use for the purpose of collecting primary
data.
  Sample Design

The sampling design is to be followed would be non-probability sampling based on

convenience sampling.

 Sampling Media

Sampling Media would be in the form of filling up of Questionnaire

8.0 SIGNIFICANCE OF THE PROPOSED RESEARCH STUDY

Automobiles have become an indispensible part of our lives, an extension of the human body
that provides us faster, cheaper and more convenient mobility every passing day. Behind this
betterment goes the effort of those in the industry, in the form of improvement through
technological research.

What actually lies behind this betterment of the automobiles are the opinions, requirements,
like and dislikes of those who use these vehicles.

These wheeled machines affect our lives in ways more than one. Numerous surveys and
researches are conducted throughout the world every now and then to reveal one or the other
aspect of automobiles.

9.0 LIMITATION OF THE PROPOSED RESEARCH STUDY

“There is none, who can exemplify perfection” and therefore, it can be safely said that every
effort, despite being the best, may not be good enough in order to be perfect or claim
perfection in the results thereafter achieved.

Similarly, this research has a few limitations of its own which must be duly acknowledged
and be made known to the audience who may have use of the same.
The sample drawn for this survey is from the city of Vadodara. Therefore, the results hereby
obtained may not be applicable to a wider population.

The sample size is of 90 respondents for the entire youth population of the city of Vadodara.

The time period is short for analysis as the topic is very wide.

The information given by the respondents may be biased.

Apart from a few secondary sources of data such as from various sources like magazines,
books and internet and newspapers, only questionnaires have been used as a source of
collecting primary data.

No company have ever understood the mindset of consumer, the analysis won‟t be 100%
accurate.

Due to time constraint more information could not be collected.

Expenditure related to research study have to bear by the researcher.

10.0 Chapterization:

1.0 Intoduction
2.0 Review of literature
3.0 Rationale of thr proposed resaerch study
4.0 Scope & coverage of the research study
5.0 Objective of the research study
6.0 Research design of the proposed research study
7.0 Research methodology of the proposed research study
7.1 Data collection
7.2 Research instrument
7.3 Sampling decision
8.0 Significance of the proposed research study
9.0 Limitation of the reaserch study
10.0 Chapterization
11.0 Bibliography

11.0 BIBLIOGRAPHY

Books

Principles of marketing by Philip Kotler :-Chapter:7 –Consumer Decision Process-pg no:276:

Chapter:8-Business To Business Marketing- pg no:307

Marketing research by Naresh Mahotra :Part 3- Data

collection,Preparation,Analysis,Reporting.-pg 425

Magazines

Auto drive

News papers

Times of India

Business line

The Economic Times

Websites

www.automobileindia.com

https://www.google.co.in/search?dcr=0&source=hp&ei=kBpuWrnQMYHhvAThyqPACg&q
=www.automobileindia.com%2Fconsumer-guide%2Fautomobile-
technology&oq=www.automobileindia&gs_l=psy