A

Project Report
On
A STUDY OF CONSUMER PERCEPTION TOWARDS PATANJALI
PRODUCTS, KOTA

Submitted in partial fulfillment for the

Award of degree of

Master of Business Administration

(Affiliated to Rajasthan Technical University, Kota)

2016-2018

Submitted By: - Submitted To:-

Riya Thawaria Dr. Richa Jain
2016-18 Associate Professor

OM KOTHARI INSTITUTE OF MANAGEMENT & RESEARCH,

KOTA
 OM KOTHARI INSTITUTE OF MANAGEMENT &
RESEARCH

(Approved by All-India Council for Technical Education-Government of

India, Affiliated to Rajasthan Technical University, Kota, and Sponsored by
Om Kothari Foundation, Kota)

INTERNAL GUIDE CERTIFICATE

This is to certify that Riya Thawariastudent of MBA II Year (2016-18) at Om Kothari

Instituteof Management and Research has completed Project Report entitled “A

STUDY OF CONSUMER PERCEPTION TOWARDS PATANJALI

PRODUCTS, Kota”.
The training has been completed after studying for one year in MBA course and for
partially fulfilling the requirements for award of degree of Master of Business
Administration of Rajasthan Technical University,Kota.
The Training Report has been completed under the guidance of Dr. Richa Jain,

AssociateProfessor of OKIMR and is as per norms and guidelines provided.

Dr. Amit Singh Rathore Dr. Richa Jain

Director Academic Guide

Kota

Date:

A-1, Special I.P.I.A. Jhalawar Road, Kota-324005

: 0744-2490878, 2490402, E-mail: okimr@rediffmail.com

Fax: 0744-2438069WebSite:www.okedu.in
 OM KOTHARI INSTITUTE OF MANAGEMENT &
RESEARCH

(Approved by All-India Council for Technical Education-Government of India,

Affiliated to Rajasthan TechnicalUniversity, Kota,
and Sponsored by Om Kothari Foundation, Kota)

EXTERNAL EXAMINER CERTIFICATE

This is to certify that Riya Thawariastudent of MBA II Year (2016-18) at Om Kothari

Institute of Management and Research has completed ProjectReport entitled“A

STUDY OF CONSUMER PERCEPTION TOWARDS PATANJALI

PRODUCTS, Kota”.
The training has been completed after studying for one year in MBA course and for
partially fulfilling the requirements for award of degree of Master of Business
Administration of Rajasthan Technical University, Kota.
The Project Report has been evaluated and viva-voce conducted by the undersigned
panel of examiners. The project has been found satisfactory and is recommended for
acceptance.

Prof. Prof.
Internal Examiner External Examiner

Kota

Date:

A-1, Special I.P.I.A. Jhalawar Road, Kota-324005

: 0744-2490878, 2490402, E-mail: okimr@rediffmail.com
Fax: 0744-2438069Website: www.okedu.in
 DECLARATION
I hereby declare that the present report entitled“A STUDY OF CONSUMER
PERCEPTION TOWARDS PATANJALI PRODUCTS, Kota” is based on
my original work and indebtedness to other work/publication has been duly
acknowledged at relevant place.

Riya Thawaria
MBA-4rd Sem.
OKIMR, Kota
 PREFACE

As the part of course curriculum of the master of business administration, the students
have undergone this project report for 4thsem.

The underlying object of the report is to provide the student with practical aspect of the
research survay. Such type of research project helps the student to work in real
environment and gain practical knowledge and build confidence.

Consumer perception is the degree to which people like their products. Some people
satisfied with the patanjali products. Other hate the products of patanjali. To study the
consumer perception, identify the factor that factor that motivated the consumers and
their opinion about the patanjaali brand products their quality.

In general consumer perception is the perception towards the product as a whole brand
satisfaction is a function of satisfaction with different aspects of products i.e. awareness
of the product, variety of the products, quality of the products, price of the products,
appealing packaging,natural ingredients, chemical-free etc., and of the particular
weighting or importance one attaches to these respective components.
This report has been divided into four parts:

 First part of this report shows the knowledge about the company profile.
 Second part shows the conceptual framework about the consumer perception.
 Third part shows the research methodology
 Fourth part shows the data interpretation on the analysis
 Last part cover suggestions and conclusions
 Acknowledgement

I express my sincere thanks to my project guide, Dr. Richa Jain,

Associate Professor, MBA, for guiding me right form the inception till the
successful completion of the project. I sincerely acknowledge her for
extending their valuable guidance, support for literature, critical reviews of
project and this report and above all for the moral support he/she/they
provided me at all stages of the project.
I would also like to thank the supporting staff Mr. Mohit Pant for their
help and cooperation throughout my project.

Riya Thawaria
MBA – 4th Sem.
OKIMR, Kota
 EXECUTIVE SUMMARY

The project title “A STUDY OF CONSUMER PERCEPTION TOWARDS

PATANJALI PRODUCTS, Kota’’ provides a comprehensive analysis
regarding the performance of the company and its products in the market.

The objective of the proposed study is to identify the specific factors that
affect consumer perception towardsPatanjaliproducts. The methodological
approach to this study isdescriptive, because we attempt to identify
and explain variables that exist in a givensituation and to describe the
relationship that exists between these variables in order toprovide a picture
of a particular phenomenon, but not to ferret out cause -effect relationship.
The primary data was collected through questionnaire filling. The
secondary data was collected through the internet. India has a large chunk
of population which is at lower income level and at middle income level.

The project covers the aspects like Consumer perception on the Patanjali
products.
 Table of Content

S.No. Topic Page No.

 Declaration
 Preface
 Acknowledgement
 Executive Summary

1. Company Profile

2. Review of Literature

3. Conceptual framework

4. Research Methodology D

5. Data Analysis & Interpretation D

6. Findings and Conclusion D

7. Suggestions D
 Bibliography
 Appendix
 Annexure: Questionnaire D
 Working note of Chi-square expected value D
 Data Sheet D
 List of Tables

S. No. Table Page

no.
1. Table 1:
2. Table 2:
3. Table 3:
4. Table 4:
5. Table 5:
6. Table 6:
7. Table 7:
8. Table 8:
9. Table 9:
10. Table 10:
11. Table 11:
12. Table 12:
13. Table 13:
14. Table 14:
15. Table 15:
 List of Charts/Graphs

S. No. Chart/Graph Page

no.
1. Chart 1:
2. Graph 1:
3. Chart 2:
4. Chart 3:
5. Chart 4:
6. Chart 5:
7. Chart 6:
8. Chart 7:
9. Chart 8:
10. Chart 9:
11. Chart 10:
12. Chart 11:
13. Chart 12:
14. Chart 13:
15. Chart 14:
 List of figures

S. No. Figure Page no

1.

2.

3.

4.
INTRODUCTION OF
PATANJALI
The Company:

PatanjaliAyurved was formed in January, 2006 as a private limited company by

yoga guru Ramdev and his partner Sri Acharya Balkrishnaji. In June, 2007, it was
converted to a Public Ltd. Company. It is registered under the Companies Act,
1956 and has its registered office in Bijwasan, New Delhi and three other offices
in Haridwar. The company was started with the vision of uplifting the life of Indian
farmers by locally sourcing the raw materials from them and making their lives
better while at the same time provide an opportunity to the Indian masses to
move towards healthy lifestyle by promoting Ayurveda and herbal products. Baba
Ramdev started off as a yoga trainer who featured in televised programs in
Aastha and Sanskaar channels and made Indians realize that they have
forgotten Indian tradition and art forms- one of them being yoga. He got wide
acceptance and word of mouth publicity helped him reach to a wider audience.
He projected Yoga as a panacea to all the health problems. In its first year of
operations, 2008, Patanjali generated a revenue of over 60 crores.1 Almost 10
years later, the homegrown venture has grown to be a 5000 crore company and
is posing a threat to the well -established companies in the FMCG domain.

Patanjali range of products

Patanjali has a wide range of products with the theme of Ayurvedic/herbal being
common across all categories. It has four business divisions: food and
beverages, cosmetics and health, health drinks and home care. The highest
revenue grossing products are Patanjali cow ghee, DantKanti, Kesh kanti,
Patanjali Atta noodles and Patanjali Aloe Vera juice and gel.
The customer base of Patanjali is very huge and with each passing day, it is
growing bigger. A major ramp-up came when Patanjali was relaunched by Baba
Ramdev in 2014. After that it has not looked back. The company is finding it
difficult to cater to the demand of all the customers. It has increased its
distribution channels and expanded its reach multifold from the point when it
started. Production has also increased and it has now over 450 products in its
portfolio.

Organization structure:
The Board of Directors is formed of three founding people. Swami Acharya
Balkrishnaji is serving as the Managing Director of the company. Two other
members Swami Muktanandji and Sri Ajay Kumar Arya are also holding positions
as the Directors of the company. Swami Ramdev do not hold any position or
stake in the company but does act as the Ambassador for the entire Patanjali
brand. The operations department is headed by Ramdev’s brother Ram Bharat.
Everyone else from the finance, logistics and other teams report to him He is the
informal CEO but designations are not very formalized within Patanjali. Patanjali
has over 200,000 employees in total. They hire stre et-smart people and do not
look for MBA graduates only. This helps them to keep costs down while also
delivering unprecedented growth.
Revenues
Year Revenues

(In Rs Crore)

2009-10 165
2010-11 317
2011-12 446
2012-13 850
2013-14 1200
2014-15 2006
2015-16 5008
2016- 17 10562
Production

Patanjali Food and Herbal Park at Haridwar is the main production facility
operated by PatanjaliAyurved. The company has a production capacity of ₹350
billion (US$5.4 billion) and is in the process of expanding to a capacity of ₹600
billion (US$9.2 billion) through its new production units at several places,
including Noida, Nagpur, and Indore. The company plans to establish further
units in India and in Nepal.

In 2016, the Patanjali Food and Herbal Park was given a full-time security cover
of 35 armed Central Industrial Security Force (CISF) commandos. The park will
be the eighth private institute in India to be guarded by CISF paramilitary forces.
Baba Ramdev is himself a "Z" category protection of central paramilitary forces.
Mission and Vision of Patanjali

VISION

Keeping Nationalism, Ayurved and Yog as our pillars, we are committed to

create a healthier society and country. To raise the pride and glory of the world,
we are geared up to serve people by bringing the blessings of nature into their
lives. With sheer dedication, scientific approach, astute planning and realism, we
are poised to write a new success story for the world.

MISSION

Making India an ideal place for the

growth and development of Ayurveda
and a prototype for the rest of the
world.
SWOT ANALYSIS

S-STRENGTH

1. Patanjali has grown at a rapid pace within a short span of time.

2. Extensive marketing has pulled people into accepting its products as a

healthier and safer option.

3. Strong brand ambassador with Baba Ramdev as its face helped boost the
business for Patanjali.

4. Patanjali offers new products, new style of marketing etc has changed the
market dynamics.

5. More than 200,000+ employees with Patanjali.

6. Excellent word of mouth marketing has helped the brand grow.

W-WEAKNESS

1. Launched too many products in a short time.

2. Patanjali faced issue with advertising council of India.
3. Lower concentration on other top countries.

O-OPPORTUNITIES

1. Patanjali can tap overseas market as Ayurveda is increasingly getting

awareness.
2. Can enter more segments in personal hygiene, FMCG etc.
3. Can also diversify in apparels.

T-THREATS

1. Prominent FMCG players coming up with their own variants of ayurvedic

products
2. Big players have their existing model which is sturdy, which can overcome
new competition from Patanjali.

PATANJALI KEY TO SUCCESS

Media attention:

Ramdev rose to national fame as a yoga guru through his programmes on TV

channels - Sanskar in 2001 and Aastha from 2003. He readily acknowledges the
role of the media in his rise. "Patanjalikobananeymeinek se 10 per cent humara role
hai, baaki role media kahai (My own role in the rise of Patanjali is just one to 10 per
cent, the rest of the credit goes to the media)," he told Business Today website.

Less Price:

Patanjali products are available at an attractive discount as compared to their

competition. The company sources products directle from farmers and cuts on
middleman to boost profits. Hence, they are able to reduce their raw material
procurement cost and are able to produce goods at a much cheaper rate.
Retail outlets:

Initially, Patanjali shunned the conventional distribution network, preferring to rely

on its own channels of super distributors, distributors, Chikitsalayas (franchise
dispensaries) and ArogyaKendras (health centres which sell Ayurvedic
remedies). Once it turned to retail outlets from 2011, revenue began to multiply
manifold.

Variety of products:

Already, a few Patanjali products have made major inroads - apart from desi
ghee, its toothpaste DantKranti, for instance, launched in March 2010, brought in
revenues of Rs 200 crore in 2014/15. Patanjali has also ventured out to produce
many other new items that were mostly produced by foreign companies in recent
months. Patanjali also sells toothpastes, unpolished pulses and detergents.

Swadeshi factor:

Patanjali is happy to co-exist with indigenous companies, multinational ones are

a different matter. "Humaraek simple fundahai: MNCs ko replace karna (We have
a simple principle: we want to replace MNCs)," said Ramdev.

"We don't want to put anyone down, but we would like to instil swadeshi pride so
that Indian money does not go out of the country." He is aware that the
competition is gunning for him.

Advertising:

Patanjali's own advertising was limited in the past, but has increased
considerably of late, with ads appearing on general entertainment TV channels
(GECs) such as Star and Zee. The company has also reached out to regional
Southern channels.
 Research
Methodology
RESEARCH:
Refers to the search for knowledge. It can be defined as scientific and systematic
search for pertinent information on a specific topic. It is careful investigation or
inquiry through search for new facts of any branch of knowledge.

Research plays an important role in the project work. The results of the project
are completely based upon the research of the facts and figures collection
through the different ways of research.

That is why it is also called a movement from known to unknown. Research is

the original contribution to the existing stock of knowledge. The section includes
the overall research design, the sampling procedure, the collection method, the
field method, and any analysis and procedure.

RESEARCH is a scientific and systematic for pertinent information on a specific

topic. It is also said to be the pursuit of truth with the help of study, observation,
comparison and experiment.

RESEARCH METHODOLOGY:
The following order concerning various steps provides a useful procedural guideline
regarding the research methodology
(1) Formulating the research problem
(2) Extensive literature survey
(3) Developing the hypothesis
(4) Preparing the research design
(5) Determining sample design
(6) Collecting the data
(7) Execution of the project
(8) Analysis of data
(9) Hypothesis testing
(10) Generalizations and interpretation
(11) Preparation of the report or presentation of the results, i.e., formal write-up of
conclusions reached.
 A STUDY OF CONSUMAR PERCEPTION ON PATANJALI
PRODUCTS,KOTA

Objective of study
The study in hand is conducted keeping in view the 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.
 To study, whether ‘PATANJALI’ products are geniune or not.

Hypothesis Objectives

 To know the relationship between different age group & satisfaction level
with the products.
 To know the relationship between different gender & satisfaction level with
the products.
Research methodology

 Universe :- Patanjali products user in BWM & Kota city.

 Sample Unit :- Patanjali products user.
 Sample Size :- 115 Patanjali product user.
 Type of Research :- Descriptive Research.
 Sampling Approach :- Non-probability Convenience Sampling.
 Questionnaire design:- Questionnaire is designed under structuredformat
 Data Collection :- Primary Data & Secondary Data.
 Data analysis :- These include charts, Chi-square Test and Cross
Tabs. Hypotheses were also tested.

Statisticaltools
Tools for analysis
Chi-square test
ᵡ2 = ∑(Oi-Ei)2/Ei
Degree of freedom, V = (R-1)(C-1)
Where,
‘O’= Observed Frequency
‘E’= Expected Frequency
‘R’= Number of Rows
‘C’= Number of Columns

𝒓𝒐𝒘(𝒊) 𝒕𝒐𝒕𝒂𝒍 × 𝒄𝒐𝒍𝒖𝒎𝒏(𝒋) 𝒕𝒐𝒕𝒂𝒍

𝑬=
𝑶𝒗𝒆𝒓𝒂𝒍𝒍𝒕𝒐𝒕𝒂𝒍
Note : (For the entire Chi-square test the table value has been taken @ 5% level of
Significance)
Hypothesis testing
Chi-square test will be used when the set of observe frequencies obtained after
experimentation have to be supported by hypothesis or theory. The test is known
as ᵡ2- test of goodness of fit and is used to test if the deviation between
observation (experiment) and theory may be attributes to chance (fluctuations of
sampling) ᵡ2 also enables us to explain whether or not two attributes are
associated or related to each other.

1) Null Hypothesis (H0) =There is no significant relationship between

different age group & satisfaction level with the products.
Alternative Hypothesis (H1) =There is significant relationship
between different age group & satisfaction level with the products.

2) Null Hypothesis (H0) =There is no significant relationship between

gender & satisfaction level with the products.
Alternative Hypothesis (H1) =There is significant relationship
between gender & satisfaction level with the products.
LIMITATION OF THE STUDY
Every attempt will be taken to obtain error free and meaning full result but as
nothing in this world is 100% perfect.

I believe that there will be still the chance for error on account of following
limitation:-

Limited number of respondents. 



Time limitation for completing the project. 



The

data obtained in some cases may be biased. 
RESEARCH ANALYSIS
AND INTERPRETATION
 1) Different age group of respondent.

Age Group Respondents Percent (%)

15-20 08 07
20-25 52 45
25-35 32 28
Above 35 23 20

Respondents
15-20 20-25 25-35 Above 35

7%
20%

45%
28%

Interpretation:-
 07% respondents are from the age group of 15-20.
 45% respondents are from the age group of 20-25.
 28% respondents are from the age group of 25-35.
 20% respondents are from Above 35.
 2) Gender of respondent

Gender Respondents Percent (%)

Male 63 55
Female 52 45
Total 115 100

Gender
Male Female

45%

55%

Interpretation:-
 45% respondents are male.
 55% respondents are female.
3) Used any product of Patanjali brand

Patanjali Product User Respondents Percent (%)

Yes 92 80
No 23 20

Respondents
Yes No

20%

80%

Interpretation:-
 80% respondents said Yes.
 20% respondents said No.
4) Patanjali offers a large variety of products

S. No. Offers a Large Variety No. of Percent (%)

Respondents
a) Strongly agree 27 23
b) Agree 57 50
c) Neutral 22 19
d) Disagree 06 05
e) Strongly disagree 03 03
Total 115 100

Respondents
S. Agree Agree Neutral Disagree S. Disagree

3%

5%
23%
19%

50%

Interpretation:-
 23% respondents said strongly agree.
 50% respondents said agree.
 19% respondents said neutral.
 05% respondents said Disagree.
 03% respondents said strongly disagree.
5) Patanjali products are of high quality

S. No. High Quality No. of Percent (%)

Respondents
a) Strongly agree 23 20
b) Agree 40 35
c) Neutral 37 32
d) Disagree 13 11
e) Strongly disagree 02 02
Total 115 100

Respondents
S. Agree Agree Neutral Disagree S. Disagree

2%

11%
20%

32%

35%

Interpretation:-
 20% respondents said strongly agree.
 35% respondents said agree.
 32% respondents said neutral.
 11% respondents said Disagree.
 02% respondents said strongly disagree.
6) Prices of the Patanjali products are fair

S. No. Fair Price No. of Percent (%)

Respondents
a) Strongly agree 23 20
b) Agree 30 26
c) Neutral 39 34
d) Disagree 20 17
e) Strongly disagree 03 03
Total 115 100

Respondents
S. Agree Agree Neutral Disagree S. Disagree

3%

17% 20%

26%
34%

Interpretation:-
 20% respondents said strongly agree.
 26% respondents said agree.
 34% respondents said neutral.
 17% respondents said Disagree.
 03% respondents said strongly disagree.
7) Patanjali products have appealing packaging

S. No. Appealing Packaging No. of Percent (%)

Respondents
a) Strongly agree 21 18
b) Agree 51 44
c) Neutral 29 25
d) Disagree 11 10
e) Strongly disagree 03 03
Total 115 100

Respondents
S. Agree Agree Neutral Disagree S. Disagree

3%

10% 18%

25%

44%

Interpretation:-
 18% respondents said strongly agree.
 44% respondents said agree.
 25% respondents said neutral.
 10% respondents said Disagree.
 03% respondents said strongly disagree.
8) Patanjaliproducts have natural ingredients

S. No. Natural Ingredients No. of Percent (%)

Respondents
a) Strongly agree 12 10
b) Agree 57 50
c) Neutral 31 27
d) Disagree 09 08
e) Strongly disagree 06 05
Total 115 100

Respondentss
S. Agree Agree Neutral Disagree S. Disagree

5% 10%
8%

27%

50%

Interpretation:-
 10% respondents said strongly agree.
 50% respondents said agree.
 27% respondents said neutral.
 08% respondents said Disagree.
 06% respondents said strongly disagree.
9) Satisfied with the patanjali products

S. No. Satisfied with Product No. of Percent (%)

Respondents
a) Strongly agree 22 19
b) Agree 35 31
c) Neutral 37 32
d) Disagree 16 14
e) Strongly disagree 05 04
Total 115 100

Respondents
S. Agree Agree Neutal Disagree S. Disagree

4%
19%
14%

32% 31%

Interpretation:-
 19% respondents said strongly agree.
 31% respondents said agree.
 32% respondents said neutral.
 14% respondents said Disagree.
 04% respondents said strongly disagree.
10) Face any problem while using the product

Face Any Problem Respondents Percent (%)

Yes 44 38
No 71 62
Total 115 100

Respondents
Yes No

38%

62%

Interpretation:-
 38% respondents said Yes.
 62% respondents said No.
11) Patanjaliproducts are chemical-free

S. No. Chemical-free No. of Percent (%)

Respondents
a) Strongly agree 18 16
b) Agree 52 45
c) Neutral 27 24
d) Disagree 14 12
e) Strongly disagree 04 03
Total 115 100

Respondents
S. Agree Agree Neutral Disagree S. Disagree

3%
12% 16%

24%

45%

Interpretation:-
 16% respondents said strongly agree.
 45% respondents said agree.
 24% respondents said neutral.
 12% respondents said Disagree.
 03% respondents said strongly disagree.
12) Patanjali products have made a good brand image

S. No. Good Brand Image No. of Percent (%)

Respondents
a) Strongly agree 28 24
b) Agree 42 37
c) Neutral 38 33
d) Disagree 04 03
e) Strongly disagree 03 03
Total 115 100

Respondents
S. Agree Agree Neutral Disagree S. Disagree

3% 3%

24%

33%

37%

Interpretation:-
 24% respondents said strongly agree.
 37% respondents said agree.
 33% respondents said neutral.
 03% respondents said Disagree.
 03% respondents said strongly disagree.
13) Reason why you prefer patanjali products

S. Reason for Prefer Patanjali No. of Percent (%)

No. Respondents
a) Convenient 28 24
b) Affordable 50 43
c) Clean 18 16
d) Other 19 17
Total 115 100

Respondents
Convenient Affordable Clean Other

17%
24%

16%

43%

Interpretation:-
 24% respondents said that patanjali products are Convenient.
 43% respondents said that patanjali products are Affordable.
 16% respondents said that patanjali products are Clean.
 17% respondents said that they have other reason to prefer patanjali
products.
14) Come to know about the product

S. Knowing About Patanjali No. of Percent (%)

No. Products Respondents
a) Advertisement 56 49
b) Recommendation 31 27
c) Self Exploration 28 24
Total 115 100

Respondents
60

50

40
Axis Title

30

20

10

0
Advertisement Recommendation Self Exploration
Respondents 56 31 28

Interpretation:-
 49% respondents said that they know about the product by Advertisement.
 27% respondents said that they know about the product by
Recommendation.
 24% respondents said that they know about the product by Self
exploration.
Hypothesis testing
1. CROSS TABULATION BETWEEN DIFFERENT AGE GROUPS & SATISFACTION
TOWARDS PATANJALI PRODUCTS

Age * Overall Satisfaction Cross tabulation

Count

Overall Satisfaction Total

Strongly Agree Agree Neutral Disagree Strongly

Disagree

15-20 0 1 6 0 1 8

20-25 14 13 18 4 3 52
Age
25-35 6 12 8 5 1 32

35 Above 2 9 5 7 0 23
Total 22 35 37 16 5 115

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 22.600a 12 .031

Likelihood Ratio 24.172 12 .019
Linear-by-Linear Association .048 1 .826
N of Valid Cases 115

THE RESULT OF THE CROSS

TABULATION:-
Form the output table, the chi-square test read a
signification level of .031 at 95% of confidence
level. At 95% confidence level, significance level
being .05, & the above output giving a significance
level of .031 which is less then .05, there is
relationship between different age groups &
satisfaction level of patanjali product. Hence the
tests for strength of association (Phi correlation
coefficient, cramer’s V and contingency coefficient)
are required.
 Symmetric Measures

Value Approx. Sig.

Phi .443 .031

Nominal by Nominal Cramer's V .256 .031

Contingency Coefficient .405 .031

N of Valid Cases 115

 The value of Phi statistics is .443 which indicates

a weak association between two variables,
different age groups & satisfaction level.
 The value of cramer’s V is .256, which shows a
low degree of association between the two
variables, different age groups & satisfaction
level.
 In our case value of contingency coefficient is
.405, which show a weak association between
variables, different age groups & satisfaction
level.
 2. CROSS TABULATION BETWEEN GENDER & SATISFACTION TOWARDS
PATANJALI PRODUCTS

Gender * Overall Satisfaction Crosstabulation

Overall Satisfaction Total
Strongly Agree Neutral Disagre Strongly
Agree e Disagree
Gend Male Count 15 19 18 9 2 63
er Expected 12.1 19.2 20.3 8.8 2.7 63.0
Count
Femal Count 7 16 19 7 3 52
e Expected 9.9 15.8 16.7 7.2 2.3 52.0
Count
Total Count 22 35 37 16 5 115
Expected 22.0 35.0 37.0 16.0 5.0 115.0
Count

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 2.615a 4 .624

Likelihood Ratio 2.660 4 .616
Linear-by-Linear Association 1.443 1 .230
N of Valid Cases 115

THE RESULT OF THE CROSS TABULATION:-

Form the output table, the chi-square test read a
signification level of .624 at 95% of confidence
level. At 95% confidence level, significance level
being .05, & the above output giving a significance
level of .624 which is more then .05, there is no
relationship between gender & satisfaction level of
patanjali product. Hence the tests for strength of
association (Phi correlation coefficient, cramer’s V
and contingency coefficient) are not required.
 Symmetric Measures

Value Approx. Sig.

Phi .151 .624

Nominal by Nominal Cramer's V .151 .624

Contingency Coefficient .149 .624

N of Valid Cases 115
FINDINGS
FINDINGS
The data collected through 115 questionnaires is analyzed. Out of 115 users, dominant
portion i.e. nearly 2/3rd of the users age between 20-35 years. Looking at the gender
distribution, 70% of the users taken under study are females who can perceive to be more
interested in buying herbal cosmetics. In Occupation frequency, nearly half of the users
are students who are pursuing studies followed by35% of service class users.

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

a) Majority (92) of the respondents use patanjali products.

b) Majority (108) of the respondents agree that patanjali have made a good brand
image.

2) To know the attributes that a customer keeps in mind while buying ‘PATANJALI’
Products.

a) Majority (106) of the respondents agree Patanjali offers a large variety of

products.
b) Majority (100) of the respondents agree that patanjali products are of high
quality.
c) Majority (92) of the respondents agree the prices of patanjali products are fair.
d) Majority (101) of the respondents agree that the Patanjali products have
appealing packaging.

3) To study the satisfaction level of consumers after using ‘PATANJALI’ Products.

a) Majority (94) of the respondent agree that you are satisfied with the patanjali
product.
b) Majority (71) of the respondent not face any problem while using patanjali
product.

4) To study, whether Patanjali products are geniune or not.

a) a)Majority (100) of the respondents agree that Patanjali products have natural
ingredients.
b) Majority (97) of the respondents agree that Patanjali products are chemical-
free.
CONCLUSION
&
SUGGESTION
 CONCLUSION

Patanjali has given a headache to many marketers with its unconventional ways of
marketing. The Findings in the paper show that there are many significant factors that
together make up the buying decision of the product.
Customers’ perception towards a brand is built largely on the satisfactory value the user
receives after paying for the product and the benefits the user looks for.
In the above study, a large portion of the user is satisfied from Patanjali products.
It may be because of reasonable price of the product. It may be due to ability of the
product to cure the problem.
The satisfaction brings in the retention of customer. Patanjali is enjoying the
advantageous position in market through spirituality element involved in its products.
However, it should not ignore the competitors like Naturals, pure roots, Vindhya herbals.
Patanjali in order to retain more customers and satisfy them must fulfill the claims made
by the company before any other brand may mushroom up and take away the benefits
of marketing through spirituality.
A point to note is that many people are buying Patanjali products due to the hedonic
value attached to the products. Hence, Patanjali (unlike its competitors) is attracting
brand-loyal customers and not price-sensitive customers.
 RECOMMENDATION

To make a successful product, Patanjali’s marketing strategy should attract

long term consumers.
Most of the Patanjali consumer are facing problem like ; products are not
available in the market regularly.
They can increase their distribution channels.

They have to focus back on product efficacy. Rising above the noise of
advertising.
They can increase their outlet and stores.

The stores have very restrictive timing. Also, they don’t give any carry bags
(plastic, papar, cloth- nothing). Again, customer-centric approach is required.

So Patanjali Ayurveda should increase their productivity and make sure that
there will be shortage of products in the market.
BIBLIOGRAPHY
 BIBLIOGRAPHY

BOOKS
Ramanuj, (2009) Consumer Behaviour: Insights from Indian Market, IV
Edition, New Delhi, PHI Learning Pvt. ltd.
NargundkarRajendra, (2017) Marketing Research: Text and Cases 3rd Edition,
New Delhi, McGraw Hill Education

WEBSITES

https://www.patanjaliayurved.net/
https://en.wikipedia.org/wiki/Patanjali_Ayurved
https://www.slideshare.net/trishalagautam/patanjali -research
http://www.news.kenresearch.com/post/147442303438/company-
profile-of-patanjali-ayurved-limited-new
http://www.patanjaliresearchfoundation.com/cgi -sys/suspendedpage.cgi
https://www.researchgate.net/publication/305995560_The_Phenomenal_Su
ccess_of_Patanjali_in_FMCG_Sector-An_Analytical_Study
QUESTIONNAIRE
 QUESTIONNAIRE

1) Name

........................................

2) Age

(a) 15-20 ( ) (b) 20-25 ( )

(c) 25-35 ( ) (d) above 35 ( )

3) Gender

(a) Male ( ) (b) Female ( )

4) Qualification

(a) upto HSC ( ) (b) Graduation ( )

(c) Post Graduation ( ) (d) illetrate ( )

5) Material Status

(a) Married ( ) (b) Unmarried ( )

6) Are you aware of PatanjaliProducts ?

(a) Yes ( ) (b) No ( )

7) Have you used any product of Patanjalibrand ?

(a) Yes ( ) (b) No ( )

8) Do you agree Patanjali offers a large variety of products?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

9) Do you agree that Patanjali products are of high quality?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

10) Do you agree the prices of the Patanjali products are fair?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

11) Do you agree that the Patanjali products have appealing packaging?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

12) Do you agree that Patanjali products have natural ingredients?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

13) Do you agree that you are satisfied with the patanjali product?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) strongly disagree ( )

14) Have you faced any problem while using the product?

(a) Yes ( ) (b) No ( )

15) Do you agree that Patanjali products are chemical-free?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

16) Do you agree that Patanjali products have made a good brand image?

(a) Strongly agree ( ) (b) Agree ( ) (c) Neutral ( )

(d) Disagree ( ) (e) Strongly disagree ( )

17) Please indicate the reason why you prefer patanjali product?

(a) Convinent ( ) (b) Affordable ( )

(c) Clean ( ) (d) Others ( )

18) How do you come to know about the product?

(a) Advertisement ( ) (b) Recommandation ( )

(c) Self Exploration ( )