A

STUDY ON CUSTOMER
PURCHASE BEHAVIOR
TOWARDS
PATANJALI

SUBMITTED TO

SUBMITTED BY
SOUVIK MANNA
MBA(2019-21)
UNDER THE GUIDENCE OF
IFTEKHAR KHAAN

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 ACKNOWLEDGMENT
I owe my qualities to my mother and father. The strength to hold my
ground is bestowed on to me by friends how streamlined my regular
stuff in an easy orderly way.
There are many other people without whom the completion of the
project would not have been possible.
I express special thanks to my faculty guide Prof. IFTEKHAR
KHAN, he tought me how to frame a thought to step forward and
focused till the Goal achieved.
My love and gratitude to all.

SOUVIK MANNA

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OBJECTIVES OF THE STUDY:

 To know the attributes that a customer keeps in mind

while buying ‘PATANJALI’ products.

 To study the satisfaction after using ‘PATANJALI’

products.

 To study the customer perception of ‘PATANJALI’ I the

minds of consumers.

 To evaluate and suggest the valuable factors which will

help to increase the sales and revenues.

 To know the consumer satisfaction of India towards

‘PATANJALI’ products. This study aims how the company
satisfies their consumers and their influences on buying
decision of selected respondents.

 To understand the effectiveness of the marketing

strategies of ‘PATANJALI’ products.

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Research and Methodology:
Data Collection;
A)Primary Data:

The primary data were collect from the consumer of the

‘PATANJALI’ through structured questionnaire.

B)Secondary Data:

The secondary data was collect from publishing by

journals, websites, magazines and Literature Reviews and
other relevant information’s.

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INTRODUCTION:

Consumer purchase behavior is a very crucial topic for study through

ages. Consumer act differently during their purchase and lot of factors
come into consideration. The various factors can be classified into
internal and external factors and these have a tremendous influence on
tendency for consumer to give more information to which they are
exposed to the products may be at the time of purchase, post purchase
experience, or through advertisements. Therefore, the companies
invest tremendously In marketing communication which helps them
to create awareness in the minds of consumer. Due to repeated
dissemination of information to the consumers it help the consumers
to recall the product at the time of purchase.

Fast Moving Consumer Goods is a very fast growing industry and

caters the needs of the consumers for the daily consumed goods.

Even tough we consider them as the generic products like salt, sugar,
rice, wheat satisfying the basic needs consumers look much more in
these. Due to the health conscious consumers consumes majority of
the companies are going herbal and natural so that they can retain
their consumer base.

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Patanjali company as such launched in the year 2006 by Yoga Guru
Ramdev along with Acharya Balakrishna completely marketing its
products on the baisis of healthy, natural, farm fresh without any
pesticides and chemical has gained the lot of attention from the
consumers which has helped it to compete against the conglomerates
P & G,ITC, Hindustan Unilever ,Nestle etc. In a very short span of
time for about 10 years Patanjali generated a total revenue of 10,561
Crores for the year 2016-17. Therefore, it is very much necessary to
analysis the popularity of Patanjali products amongst the consumer.

LITERATURE REVIEW:
1.Braz J Med Biol Res, RibeirãoPreto[2000],the pattern in each of
the studies and genetically improvement as domestication, production
and biotechnological of medicinal plants, instead of the use of plants
harvested in the wild, will offer great advantages, since it will be
possible to obtain uniform and high quality raw materials which are
fundamental to the efficacy and safety of herbal drug.

2.Pandey Shivanand [2010] brings the review of Indian

Pharmaceuticals becoming the major global pharma companies. As a
revolution in 1972 to produce the medicine at cheaper cost Govt
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allowed to produce the drug through reverse engineering the patent.
With this the procurement model of importing API stopped and
indegionous API production began. Making India a global player in
formulation as well as API.

3.Yaqub Khan et. al [2013],highlights the purchasing and use of OTC

drug of pursuit of a healthy lifestyle Indian has become more inclined
to Ayurvedic or Herbal therapy as alternative healthcare for natural
cure. He attempts to note the reasons for revolutionary success of
Baba Ramdev’s brand Patanjali with the intelligent use of mass
customization and content marketing mainly focus on product quality
and low price messaging value for money.

4.Sharma TrivendraKumar,Bulani Nikki[2014],focuses the positive

impact of Advertisement as one of the sales promotion tool to
influence the consumer to move toward Ayurvedic medicine . Though
Direct to consumer advertisement has brought up the level of
Ayurvedic products but has failed to communicate the complete
development to people like Dosha, prakriti, Srotasa, vikriti etc.

5.Sajitha S Kumar[2016] highlight the success of Patanjali as an

organization with the range of products both in Medicine and FMCG
domain and how it has contributed to and touched the lives of

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common person through its sprawling business ventures & the
commitment it makes to benefit the stakeholders of the community.
The trust is largely run by Sadhus unlike the professional CEO’s in
corporates and as a succession it will continue to be run by sandhu’s
only.

Ramesh Sardar[2016] dissects with a case study and explores the

business strategy of Patanjali ltd and the tussle between the
established brands and FMCG companies. With his unique slogan of
Swadesh , high quality products ,lower price , mass media
campaigning , products available with multichannel marketing has
disrupted the major brands . With town know more as a spiritual
wealth , Baba ramdev has built an empire which needs to survive as
none of his executives are from B-schools.

Kumar et al. (2014) investigated a study to find out yoga and

pranayam are very effective tool in marketing through spirituality and
influence the consumption behavior of people. Data is collected
through primary and secondary source. It is concluded that spirituality
affects the buying behavior of people.

Khanna (2015) investigated as study to find out the brand perception

of patanjali in the minds of consumer. In order to attain this objective
100 respondent has been selected and the frequency distribution,
correlation and regression technique is used. It is concluded customer
perception toward a brand is built largely on the satisfactory value.

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Suhkla and Shrivastav (2016) studied the strength, weakness,
opportunities and threats of PAL (patanjali ayurved Ltd.) and various
USP that play a key role in success story of patanjali aurvedic ltd. It
studied that PAL is a trendsetter in the Indian FMCG sector. It has
grown at a phenomenal pace in the last half a decade.

Subbulakshmi and Geethamani (2017) investigated a study to find out

the objective to understand the consumer perception and satisfaction
studying the awareness of product within the consumer and the no. of
consumer who consume herbal products .In order to attain the
objective of 50 respondent has been selected. The sample techniques
is used in this study is convenient random sampling . …

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To know the attributes that
a

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