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    A Project Report

    on

    Consumer Buying behavior towards Patanjali Ayurved in Bareilly. 

    Submitted for partial fulfillment of the requirements for the award of thedegree of

    BACHELOR OF COMMERCE (HONORS)

    BY

    YASHI GUPTA (1310100162)

    Under the guidance of

    Mr. Rajeev Singh Bhandari

    Assistant Professor

    Department of Management StudiesInvertis University, Bareilly.

    INVERTIS UNIVERSITY, BAREILLY (U.P.)

    SESSION 2015-2016

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    CERTIFICATE

    TO WHOM IT MAY CONCERN

    This is to certify that Ms. Yashi Gupta student of Bachelor of Commerce (Honors) 6 Semester

    in our institute has successfully completed his/her project work entitled “Consumer Buying

     behavior towards Patanjali Ayurved in Bareilly area” for the partial fulfillment of the degree

    of Bachelor of Commerce (Honors) for the session 2015-16.

    Prof. Arpan Khastgir Dr. Rachna Saxena Mr. Rajeev Singh Bhandari(Director Management) (HOD, BBA & B.Com) (Assistant Professor) 

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    ACKNOWLEDGEMENT 

    This satisfaction that accompanies the successful completion of any task would

     be incomplete without mentioning the people who made it possible, whose

    constant guidance and encouragement crowned my efforts with success.

    I would like to show my gratitude towards guide Mr. Rajeev Singh Bhandari for

    guiding and making me capable enough to work on this report.

    I would also like to show my gratitude towards Dr. Rachna Saxena (H.O.D,)

    B.Com(H), Invertis University) for her valuable advice, knowledge and

    encouragement towards my endeavor in making this project successful along with

    my faculty members.

    And last, gratitude towards the respondents for their valuable time and for

     providing valuable information without which this report would have not been

    completed.

    YASHI GUPTA

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    EXECUTIVE SUMMARY

    Patanjali Ayurved produces products in the categories of personal care and food. The company

    manufactures 444 products including 45 types of cosmetic products and 30 types of food

     products. According to Patanjali, all the products manufactured by Patanjali are made from

    Ayurveda and natural components. Patanjali products are cheaper than alternatives in the

    market due to lesser production and marketing costs. Patanajali has also launched beauty and

     baby products. Patanjali Ayurvedic manufacturing division has over 300 medicines for treating

    a range of ailments and body conditions, from common cold to chronic paralysis.

    In the first chapter report talks about the company Patanjali Ayurved, also information about

    consumer buying behaviour and the herbal industry has been given. Details of PatanjaliAyurved revenue and expenses have been given. Also information about the future of herbal

    industry in India have been given.

    In the second chapter various research papers have been reviewed. It includes notable papers

    of Neha Tyagi and Sagar Malviya, kanika, Ali and Chaudhary. The papers include information

    about herbal industry and FMCG products in the world.

    In the third chapter information about the research methodology undertaken for this project has

     been given. The project is based on primary data, hence is descriptive in nature. The

    questionnaire have been prepared for collecting the required information and survey of 50

     people was done to collect necessary data for analysis and interpretation. The study conducted

    is about the different factors influencing the buying behavior of consumers towards Patanjali

    Ayurved in Bareilly area.

    In the fourth chapter the data which was collected through questionnaire and from the data

    interpretation it can be analyzed that the consumers are attracted towards Patanjali Ayurved

    they will only switch over to the other product if provided with a better price, quality, quantity

    and discounts. The consumers were influenced by their family members, friends, advertisement

    and by themselves. Even the advertisement played an important role for brand preference so

    that the consumers could better recall and have the positive impression for the products of

    Patanjali Ayurved.

    In the last chapter the research findings, scope of the study and the conclusion is given.

    https://en.wikipedia.org/wiki/Ayurvedichttps://en.wikipedia.org/wiki/Ayurvedic

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    TABLE OF CONTENTS

    SR.NO CONTENTS PAGE NO.

    1.Chapter- I IntroductionAbout The Topic and Company Profile 10-18

    2.Chapter: II literature Review

    19-23

    3. Chapter: III Research Objective/ Research Design/ Methodology 27-24

    4. Chapter: IV Data Analysis and Interpretation 28-55

    5.Chapter: V Research Findings, conclusion and scope

    56-64

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    LIST OF TABLE

    S. No Table Number Page Number

    1.  Table 4.1 Age 29

    2.  Table 4.2 Gender 30

    3.  Table 4.3 Marital Status 31

    4.  Table 4.4 Occupation 32

    5.  Table 4.5 Monthly Income 33

    6. 

    Table 4.6 Family Income 34

    7.  Table 4.7 Desi Ghee 35

    8.  Table 4.8 Body Soap 36

    9.  Table 4.9 Honey 37

    10.  Table 4.10 Tooth paste 38

    11. 

    Table 4.11 Shampoo 39

    12.  Table 4.12 Hair oil 40

    13.  Table 4.13 Herbal product 41

    14.  Table 4.14 Company  42

    15. 

    Table 4.15 Product usage 43

    16.  Table 4.16 Satisfaction 44

    17. 

    Table 4.17 Unique selling preposition 45

    18.  Table 4.18 Availability 46

    19.  Table 4.19 Competition  47

    20.  Table 4.20 Comparison  48

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    21.  Table 4.21 Switching over   49

    22.  Table 4.22 Reason to switch over:  50

    23. Table 4.23 Influenced 51

    24.  Table 4.24 Role of advertisement 52

    25.  Table 4.25 Purchases  53

    26.  Table 4.26 Last purchases  54

    27.  Table 4.27 Advertisement influenced 55

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    LIST OF FIGURES

    S. No. Figure number Page Number

    1.  Figure 4.1 Age 29

    2.  Figure 4.2 Gender 30

    3.  Figure 4.3 Marital Status 31

    4.  Figure 4.4 Occupation 32

    5.  Figure 4.5 Monthly income 33

    6.  Figure 4.6 Family member 34

    7.  Figure 4.7 Desi ghee 35

    8.  Figure 4.8 Body soap 36

    9.  Figure 4.9 Honey 37

    10.  Figure 4.10 Tooth paste 38

    11.  Figure 4.11 Shampoo 39

    12.  Figure 4.12 Hair oil 40

    13.  Figure 4.13 Herbal product 41

    14.  Figure 4.14 Company  42

    15.  Figure 4.15 Product usage 43

    16.  Figure 4.16 Satisfaction 44

    17.  Figure 4.17 Unique selling preposition 45

    18.  Figure 4.18 Availability 46

    19.  Figure 4.19 Competitors  47

    20.  Figure 4.20 Comparison  48

    21.  Figure 4.21 Switching over   49

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    22.  Figure 4.22 Reason to switch over   50

    23.  Figure 4.23 Influenced 51

    24. 

    Figure 4.24 Role of advertisement: 5225.  Figure 4.25 Purchases  53

    26.  Figure 4.26 Last purchases  54

    27.  Figure 4.27 Advertisement influenced 55

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    CHAPTER - I

    INTRODUCTION

    ABOUT THE TOPIC AND COMPANY PROFILE

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    CONSUMER BUYING BEHAVIOR - Introduction 

    The job of marketer is to meet and satisfy target customers’ needs and wants but “knowing

    customer" is not a simple task. Understanding the buying behavior of the target market for its

    company products is the essential task for the marketing dep’t. The job of the marketers is to“think customer” and to guide the company into developing offers, which are meaningful and

    attractive to target customers and creating solutions that deliver satisfaction to the customers,

     profits to customer and benefits to the stakeholders.

    Marketers must study the customer taste, preferences, wants, shopping and buying behavior

     because such study provides the clues for developing the new products, price, product changes,

    messages and other marketing mix elements.

    In understand the concept of buying we have the some of the key questions. They are: -

    Why does the market buying? Objective

    Who does the market buying? Organization

    What does the market buying? Objects

    When does the market buying? Occasions

    Where does the market buying? Outlets

    How does the market buying? Operations

    Along with that there are two more questions that are also related with above. They are: -

    How do the buyer’s characteristics influence the buying behavior? 

    How does the buyer make purchasing decisions?

    These are some of questions that solutions help to predict the buying behavior.

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    WAYS OF BUYING BEHAVIOUR

    According to the concept of marketing the buying behaviour can be divided in two ways:-

    1. Consumer Behavior: - It includes that user who buys the product for the direct

    consumption, not to use for further sale purpose. Like as home users.

    2. Business Behavior: -  It includes those users who buy the product for the further sale

     purpose. Like as shopkeepers, dealers, and retailers.

    BUYING ROLES IN BUYING BEHAVIOR

    In the buying behavior there are different roles played in each of consumer and business. Those

    are involved in the buying decisions.

    CONSUMER BUYING ROLES

    In the consumer buying there are different buying roles; i.e.

    Initiator: -- A Person who first suggest the idea of buying.

    Influencer: - A Person who influence the buying decision.

    Decider: - A Person who takes decisions regarding buying

    Buyer: - A Person who actually buys the products.

    User: - A Person who is the user of the product.

    BUSINESS BUYING ROLES 

    In the business buying there are different buying roles; i.e.

    Approver: -- A Person who approves the idea of buying.

    influencer: -- A Person who influence the buying decision.

    Decider: -- A Person who takes decisions regarding buying

    Buyer: -- A Person who actually buys the products.

    User: -- A Person who is the user of the product.

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    TYPES OF BUYING BEHAVIOR 

    There is a great difference between the purchasing of a computer and a car. Buying decisions

    making varies with the type of buying decision. The types of buying behavior divided are

    separately divided as per of consumer and business buying.

    TYPES OF CONSUMER BUYING BEHAVIOR 

    This is to be extensively divided in four types: -

    1. Complex Buying Behavior: -- when the consumer are highly involved in the purchase and

    aware of significant differences among brands.

    2. Dissonance Reducing Buying Behavior: -- when the consumer are highly involved in the

     purchase but sees little differences among brands.

    3. Habitual Buying Behavior: -- when the consumer are low involved in the purchase but sees

    absence of aware of differences among brands.

    4. Variety Seeking Buying Behavior: -- when the consumer are low involved in the purchase

     but sees significant of differences among brands.

    TYPES OF BUSINESS BUYING BEHAVIOR 

    This is to be extensively divided in four types: -

    1. Straight Rebuy: -- In this buyer approves the purchasing on the basis of the past buying

    records and satisfaction with suppliers.

    2. Modified Rebuy: -- where the buyer wants to modify product specifications. Prices,

    delivery requirements.

    3. New Task: --  when the buyer approves the purchasing of product for the first time by

    consisting of the good and efficient salesperson.

    So, that it’s the types of the buying behavior of consumer as well as business buyer. 

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    FACTOR AFFECTING THE BUYING BEHAVIOR 

    There are various factors that affect the buying behavior on both consumer as well as business

     buying.

    FACTOR AFFECTING CONSUMER BUYING BEHAVIOR

    Cultural Factors

    Culture

    Sub Culture

    Social Class

    Personal factors

    Age

    Occupation

    Life Styles

    Personality

    Social Factors

    References Group

    Family

    Roles and Statues

    Psychological

    Motivation

    Perception

    Learning

    BUYER

    FACTOR AFFECTING BUSINESS BUYING BEHAVIOR 

    Environmental

    Economic

    Political

    Cost of Money

    Competition

    Technological

    Organizational

    Objective

    Policies

    Procedures

    Structure

    Inter –  Personal

    Authority

    Status

    Empathy

    Individual

    Age

    Education

    Income

    BUSINESS

    BUYER

    So, these are the factors that affect the consumer as well as business buying behavior  

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    INDUSTRY PROFILE

    Herbal Industry

    The Indian herbal market is rising sharply and is expected to hit Rs 14,500-crore mark with

    exports reaching Rs 9,000 crore by the year 2012.

    The herbal market has an annual compounded growth rate of 20 and 25 per cent, respectively.

    India is followed by China as the largest producer of medicinal plants having more than 40 per

    cent global diversity, Ayushkati Ayurveda’s promoter Pankaj Naram said in a statement here. 

    Worldwide, the Ayurvedic industry is put at $3 billion and is slowly gaining acceptance as an

    alternative system of medicine and health care, Naram said.

    The World Health Organisation (WHO) has projected that the global herbal market will grow

    to $5 trillion by 2050.

    According to the study on ‘Herbal Industry Biz Potential’, currently, the Indian herbal market

    is worth Rs 7,000 crore ($1.7 billion) and India exports herbal raw materials and medicines

    worth over Rs 3,600 crore ($902 million).

    OTC (over the counter) products constitute 20 per cent of the $165-billion health care industry

    in the US, in India, it constitutes only 5 per cent of the Rs 19,000 crore health care industry.

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    COMPANY PROFILE 

    Patanjali Ayurved

    Patanjali Ayurved Limited  is an Indian FMCG company, Acharya Balkrishna established

    Patanjali Ayurved Limited in 2006 along with Baba Ramdev with the objective of establishing

    science of  Ayurveda in accordance and coordinating with the latest technology and ancient

    wisdom.

    Revenues

    Patanjali Ayurveda's annual turnover for the year 2014-15 increased

    to ₹2500 crore (US$370 million) as compared to previous turnovers

    of ₹1200 crore (US$180 million) (2013 – 14), ₹850 crore (US$130 million) (2012-13)and ₹450 crore (US$67 million) (2011 – 12).[10][11][12][13][14] Future Group which has tied up

    with Patanjali sells about ₹30 crore (US$4.5 million) worth of Patanjali products every month.

    It is valued at ₹13000 crore (US$1.9 billion) and some predict revenues

    of ₹5000 crore (US$740 million) for the fiscal 2015 – 16

    Production

    Patanjali Food and Herbal Park at Haridwar is the main production facility operated by

    Patanjali Ayurved. 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 35armed  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 protectee of central paramilitary forces

    Products

    Patanjali Ayurved produces products in the categories of personal care and food. The company

    manufactures 444 products including 45 types of cosmetic products and 30 types of food

     products. According to Patanjali, all the products manufactured by Patanjali are made from

    Ayurveda and natural components. Patanjali products are cheaper than alternatives in themarket due to lesser production and marketing costs. Patanajali has also launched beauty and

     baby products. Patanjali Ayurvedic manufacturing division has over 300 medicines for treating

    a range of ailments and body conditions, from common cold to chronic paralysis.

    Patanajali launched  instant noodles on 15 November 2015. Food Safety and Standards

    Authority of India slapped a notice on the company as neither Patanjali nor Aayush, which are

    the two brand names under which Patanjali got licenses, have got any approval for

    manufacturing instant noodles.

    https://en.wikipedia.org/wiki/Indiahttps://en.wikipedia.org/wiki/Fast-moving_consumer_goodshttps://en.wikipedia.org/wiki/Balkrishnahttps://en.wikipedia.org/wiki/Ramdevhttps://en.wikipedia.org/wiki/Ayurvedahttps://en.wikipedia.org/wiki/Crorehttps://en.wikipedia.org/wiki/Crorehttps://en.wikipedia.org/wiki/Crorehttps://en.wikipedia.org/wiki/Crorehttps://en.wikipedia.org/wiki/Patanjali_Ayurved#cite_note-10https://en.wikipedia.org/wiki/Patanjali_Ayurved#cite_note-10https://en.wikipedia.org/wiki/Patanjali_Ayurved#cite_note-12https://en.wikipedia.org/wiki/Patanjali_Ayurved#cite_note-14https://en.wikipedia.org/wiki/Future_Grouphttps://en.wikipedia.org/wiki/Crorehttps://en.wikipedia.org/wiki/Crorehttps://en.wikipedia.org/wiki/Crorehttps://en.wikipedia.org/wiki/Haridwarhttps://en.wikipedia.org/wiki/Indiahttps://en.wikipedia.org/wiki/Nepalhttps://en.wikipedia.org/wiki/Central_Industrial_Security_Forcehttps://en.wikipedia.org/wiki/Baba_Ramdevhttps://en.wikipedia.org/wiki/Ayurvedichttps://en.wikipedia.org/wiki/Instant_noodleshttps://en.wikipedia.org/wiki/Food_Safety_and_Standards_Authority_of_Indiahttps://en.wikipedia.org/wiki/Food_Safety_and_Standards_Authority_of_Indiahttps://en.wikipedia.org/wiki/Food_Safety_and_Standards_Authority_of_Indiahttps://en.wikipedia.org/wiki/Food_Safety_and_Standards_Authority_of_Indiahttps://en.wikipedia.org/wiki/Instant_noodleshttps://en.wikipedia.org/wiki/Ayurvedichttps://en.wikipedia.org/wiki/Baba_Ramdevhttps://en.wikipedia.org/wiki/Central_Industrial_Security_Forcehttps://en.wikipedia.org/wiki/Nepalhttps://en.wikipedia.org/wiki/Indiahttps://en.wikipedia.org/wiki/Haridwarhttps://en.wikipedia.org/wiki/Crorehttps://en.wikipedia.org/wiki/Crorehttps://en.wikipedia.org/wiki/Crorehttps://en.wikipedia.org/wiki/Future_Grouphttps://en.wikipedia.org/wiki/Patanjali_Ayurved#cite_note-14https://en.wikipedia.org/wiki/Patanjali_Ayurved#cite_note-12https://en.wikipedia.org/wiki/Patanjali_Ayurved#cite_note-12https://en.wikipedia.org/wiki/Patanjali_Ayurved#cite_note-10https://en.wikipedia.org/wiki/Patanjali_Ayurved#cite_note-10https://en.wikipedia.org/wiki/Crorehttps://en.wikipedia.org/wiki/Crorehttps://en.wikipedia.org/wiki/Crorehttps://en.wikipedia.org/wiki/Crorehttps://en.wikipedia.org/wiki/Ayurvedahttps://en.wikipedia.org/wiki/Ramdevhttps://en.wikipedia.org/wiki/Balkrishnahttps://en.wikipedia.org/wiki/Fast-moving_consumer_goodshttps://en.wikipedia.org/wiki/India

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    Sales and distribution

    Patanjali Ayurved sells through nearly 4000 retail outlets as of 2015. Patanjali also sells its

     products online and is planning to open outlets at railway stations and airports.   Patanjali

    Ayurveda has tied up with Pittie Group and  Kishore Biyani's Future Group on 9 October

    2015.  As per the tie-up with Future Group, all the consumer products of Patanjali will beavailable for the direct sale in Future Group outlets. Patanjali Ayurveda products are also

    available in modern trade stores including Reliance retail, Hyper city and Star Bazaar apart

    from online channels. Defence organization DRDO entered into licensing agreements with

    Patanjali Ayurveda for transfer of technology. 

    Units of Patanjali Ayurved Limited:

    1. 

    Already 12 successful units running including units for Packaging material and Containers e.g.

    flour mill, candy plant, herbal cosmetic and detergent plants, digestives unit, juice plant etc.2.

     

    Co-packing Facility-Tetra Pak and Volpack

    3. 

    Multi-fruit juice processing line

    4. 

     Nutraceutical Processing Line

    5. 

    Sale Outlets: Patanjali brand with national and international reach, more than 85,000 retail

    outlets-accessible to Patanjali products

    Employment Generation:

    1.  Currently PAL employs more than 6000 laborers in its processing activities.

    2. 

    More than 400 Sales Staff.

    3.  PAL has more than 300 technically qualified employees.

    4.  PAL has provided more than 2.00 Lac indirect employment.

    The Company started doing its business for the benefit of mankind for the last 4-5 years and

    we are very much excited to see responses of the people worldwide. The following figures for

    the last three years of its working itself will tell the story of the Company’s achievements as

    well as public faith in the Company’s products: -

    Financial Years

    Particulars2009-2010(Rs.in

    Crores)

    2010-2011 (Rs.in

    Crores)2011-2012 (Rs.in Crores)

    Sales 162.67 317.66 451.22

    Profit Before

    Tax(PBT)48.83 88.14 70.20

    https://en.wikipedia.org/wiki/Kishore_Biyanihttps://en.wikipedia.org/wiki/Future_Grouphttps://en.wikipedia.org/wiki/Future_Grouphttps://en.wikipedia.org/wiki/Reliance_Industrieshttps://en.wikipedia.org/wiki/DRDOhttps://en.wikipedia.org/wiki/DRDOhttps://en.wikipedia.org/wiki/Reliance_Industrieshttps://en.wikipedia.org/wiki/Future_Grouphttps://en.wikipedia.org/wiki/Future_Grouphttps://en.wikipedia.org/wiki/Kishore_Biyani

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    Financial Years

    Particulars2009-2010(Rs.in

    Crores)

    2010-2011 (Rs.in

    Crores)2011-2012 (Rs.in Crores)

    Profit After

    Tax(PAT)33.24 68.38 58.89

    % of PBT of Sales 30.00 27.75 15.55

    % of PAT of Sales 20.43 21.53 12.38

    The above data speaks the growth rate of the Company and popularity and faith of the Public

    in PATANJALI AYURVED LIMITED. The Company has already launched its products in

    the open market all over India on the demand and response of both the rural and urban people.

    Today, the Company alone is making approx. 200 domestic products of food items, Cosmetic

    Items and the Ayurvedic Medicines and many more things to come.

    Patanjali Ayurveda's annual turnover for the year 2014-15 increased to ₹2500 crore (US$

    370 million) as compared to previous turnovers of ₹1200 crore (US$ 180 million) (2013 – 

    14), ₹850 crore (US$ 130 million) (2012-13) and ₹450 crore (US$ 67 million) (2011 – 12).

    Future Group which has tied up with Patanjali sells about ₹30 crore (US$ 4.5 million) worth

    of Patanjali products every month.

    https://en.wikipedia.org/wiki/Crorehttps://en.wikipedia.org/wiki/Crorehttps://en.wikipedia.org/wiki/Crorehttps://en.wikipedia.org/wiki/Crorehttps://en.wikipedia.org/wiki/Future_Grouphttps://en.wikipedia.org/wiki/Crorehttps://en.wikipedia.org/wiki/Crorehttps://en.wikipedia.org/wiki/Future_Grouphttps://en.wikipedia.org/wiki/Crorehttps://en.wikipedia.org/wiki/Crorehttps://en.wikipedia.org/wiki/Crorehttps://en.wikipedia.org/wiki/Crore

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    CHAPTER -II

    LITERATURE REVIEW 

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    Marketing through Spirituality: A Case of Patanjali Yogpeeth

    (kumar, 2014)Marketing through spirituality has become a significant topic of discussion as it

    affects the consumption behavior of people. Therefore, spiritual organizations are launching

    and selling their own products for the customers to capture the market. Here, in this study, yoga

    and pranayam are considered as the dimensions of spirituality and it is observed that peoplegenerally rely on a spiritual guru for performing yoga and pranayam. Swami Ramdevji is the

    most famous guru in teaching yoga and pranayam in India and he, through Patanjali Yogpeeth,

    has launched several products not only based on ayurvedic medicines but also on FMCG.

    Hence, this paper talks about marketing through spirituality through the case study and success

    story of Patanjali Yogpeeth. The research uses a qualitative approach to collect data from

    various officials of Patanjali Yogpeeth through unstructured face-to-face interviews. The study

    revealed that yoga and pranayam are very effective tools in marketing through spirituality and

    influence the consumption behavior of masses.

    Factors Influencing Purchase of FMCG by Rural Consumers in South India: An

    Empirical Study

    (Ali, 2012)With more than six hundred thousand villages and more than 70% of the population,

    rural India has become a massive consumer goods market. FMCG has emerged as a major

     product category in rural consumption. Companies marketing FMCG to rural consumers

    cannot merely extend their general marketing strategies to rural markets. Instead, they need to

    devise rural specific strategies. In this process, they need to understand crucial issues relating

    to rural consumer behavior and more specifically relating to different geographic regions of the

    country. This paper focuses on understanding factors that affect the rural purchase of FMCG

    in South India. Empirical study was conducted in 8 districts of South India to identify the key

    influencing variables. Factor analysis was used to form 24 key variables into five groups

    (influencing factors). Influence of retailers’ recommendations has emerged as the most

    significant variable in the trust factor. According to the study, rural consumers in South India

    consider that usage of FMCG contributes to their lifestyle. 

    Consumer Behaviour

    (Choudhary, 2010)It is the study of when, why, how, and where people do or do not buy

    Product or business product. It blends elements from psychology, sociology, and  economics. It attempts to understand the buyer decision making process, both individually and in groups.

    It studies characteristics of individual consumers such as demographics and behavioural

    variables in an attempt to understand people's wants. It also tries to assess influences on

    the consumer from groups such as family, friends, reference groups, and society.

    Customer behaviour study is based on consumer buying behaviour, with the customer playing

    the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset

    for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning

    of marketing through the re-affirmation of the importance of the customer or buyer. A greater

    importance is also placed on consumer retention, customer relationship management,

    http://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Sociologyhttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Sociologyhttp://en.wikipedia.org/wiki/Psychology

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     personalisation, customisation and one-to-one marketing. Social functions can be categorized

    into social choice and welfare functions

    Patanjali Ayurved injects new life into herbal market, helps rivals sell more personal care

    products(Neha Tyagi & Sagar Malviya, 2016)In a short span of time, Patanjali Ayurved has not only

    made a name for itself among Indian consumers, but also fueled expansion of the herbal

     products market and helped rivals sell more home and personal care products, grabbing share

    from MNCs. The Baba Ramdev-led company's sales jumped 64 per cent to Rs 731 crore in the

    six months ended December and rivals Dabur BSE -0.67 % and Himalaya grew in double digits

    in a consumer products market that expanded barely 6 per cent. According to IMRB data. The

    figures exclude commodity products such as ghee and atta.

    What's helping these firms is a growing preference for Ayurvedic products known for natural

    ingredients and health benefits. In addition, herbal products are cheaper. "Patanjali has

    registered a near-80 per cent growth in penetration, which is about 5 percentage points on an

    absolute level, in one year," said K Ramakrishnan, general manager, IMRB Kantar World

     panel.

    Consumer Behavior towards packaging of FMCG products

    (kanika6759, 2009)The importance of packaging design as a vehicle for communication and

     branding is growing in competitive markets for packaged FMCG products. This research

    utilized a focus group methodology to understand consumer behavior toward such products.

    The challenge for researchers is to integrate packaging into an effective purchasing decision

    model, by understanding Consumer’s  behavior towards the packaging of FMCG products.When consumers search for and process information in-store, the product's package can contain

    relevant and useful information for the consumer. Product packaging forms the end of the

    'promotion-chain' and is close in time to the actual purchase and may therefore play an

    important role in predicting consumer outcomes. Packages also deliver brand identification and

    label information like usage instructions, contents, list of ingredients or raw materials, warnings

    for use and directives for care of product

    A Study on Consumer Behaviour towards FMCG Products among the Rural-Suburban

    HHs of Ernakulam

    (Joseph, 2014)The rural consumers are known to earn low income, have low level of literacy,

    low level of brand awareness, asymmetric information, inadequate communication and

    transportation facilities. The Rural markets and sub-urban markets are now expanding in Kerala

    with ever greater penetration index, as the growth seems stunted in the urban markets. In this

    study, Rural & suburban areas of Ernakulam with a sample size of 100 respondents. The study

    intends to identify the level of influence of various factors on the purchase of FMCG products-

    soaps &detergents among the rural/ semi urban consumers. The study emphasized that rural

    consumers gave more importance to the ‘quality’ of the FMCG-personal care brands they

     bought rather than the normative influences or social appeal vide celebrity endorsements in the

    mass media 

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    Consumer Behavior Towards Over-the-Counter Herbal Products in India

    (Laturkar)In today’s era, development of an appropriate and effective marketing strategy

    requires an assessment of the buyer in qualitative terms. This includes keeping a watch on the

    sources of information from where the buyer gets the knowledge about the brands, their

    frequency of purchase and the decision-making process of decision maker and satisfaction. Astudy of the buyer from all these dimensions is of paramount importance for it would make

    open the marketing implications and ramifications for the marketers. Basically it is the

    motivational mechanism that the buyer has develops in his mind towards various sets of

     products that counts a large. A deliberate consumer behavior study helps the marketers to come

    out with right positioning strategies. It is to say that any effort to assess the market must include

    a keen and close analysis of what the buyer is in the market. This study is about buying

     behaviour of consumer in relation to OTC herbal products in India. Like in any other product,

    consumer behaviour involves the psychological process that consumer go through in

    recognizing his needs, finding ways to solve these needs, making purchase decisions (e.g.,

    whether or not to purchase a product and, if so, which brand and where), interpret information,

    make plans, and implement these plans (e.g., by engaging in comparison shopping or actually

     purchasing a product).

    A Study of Consumer Perception Of Herbal Products In Bhopal

    (Yadav, 2015)The Indian herbal market is flooded with numerous well-known and recognized

    herbal brands. Vindhya Herbal is an initiative of Madhya Pradesh government to provide

    unadulterated ayurvedic products to the people and for generating gainful employment for the

    vulnerable and downtrodden section of the society. The study is to examine existing state of

    Vindhya Herbal in Bhopal, its birthplace. Besides, this study talks about other parameters like benefits/attributes consumer acquaintances with herbal products, awareness, preferential,

    source of knowledge, usage and attitude related to herbal products. The research design

    consisted of an exploratory phase followed by a descriptive cross-sectional, close-ended

    questionnaire-based survey in Bhopal. As the study has been conducted in a Hindi belt, the

    questionnaire was kept bilingual; Hindi and English. Sampling was done on the basis of two

    criteria; 1) such regions were selected where almost major herbal brands are available and 2)

    Respondents have used at-least one of the herbal brands. Only 23 percent consumers responded

    to have used Vindhya herbal. Those who have used Vindhya herbal have preference it, if

    available in a nearby store. Most of the respondents mentioned that herbal products are

     prepared from the natural ingredient, as a result faced no side effect. Purchase of herbal

     products primarily takes place on a monthly basis and use on a daily basis. Doctors, family

    members and mass media were reliable sources and the respondents trust on their

    recommendations for buying fresh herbal products. Desirability for further information was

    high among consumers related to herbal products.

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    A study on consumer awareness, attitude and preference towards herbal cosmetic

    products with special reference to Coimbatore city

    (K.Gokila, 2015)Cosmetics and toiletries are not just the domain of women more body sprays,

     perfumes and other cosmetics and toiletries with rising demand from men, the Indian market

    is getting enlarged and many players are coming out with cosmetic products especially skincare products for women and men Globalization will certainly increase cosmetic products

     penetration and all professional shall equip themselves to exploit opportunities offered by this

    sector. This gives me an opportunity to work on with endeavor focusing on the consumer

     perception and satisfaction of women towards cosmetics with special reference to Herbal

    Products. The primary objective of this study is to understand the consumer perception and

    satisfaction studying the awareness of the products within the consumers and the number of

    consumers who consumes the Herbal Cosmetics.

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    CHAPTER-III 

    RESEARCH OBJECTIVE/

    RESEARCH DESIGN/

    METHODOLOGY 

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    RESEARCH OBJECTIVE

    The objectives of a research project summarize what is to be achieved by the study. These

    objectives should be closely related to the research problem.

    The general objective of a study states what researchers expect to achieve by the study in

    general terms. It is possible (and advisable) to break down a general objective into smaller,

    logically connected parts. These are normally referred to as specific objectives. Specific

    objectives should systematically address the various research questions. They should specify

    what you will do in your study, where and for what purpose.

    1- 

    To study the buying pattern of purchasing Patanjali Ayurved products.

    .

    2- 

    To determine reason why people are using Patanjali Ayurved products

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    RESEARCH METHODOLOGY : 

    Research methodology is a way to systematically solve the research problem. It may be

    understood as a science of study how research is done scientifically. In it we study the varioussteps that are generally adopted by the researcher in studying his research problem along with

    the logic behind them.

    Research:

    The word research is composed of two syllables, re and search.

    “Re” is a prefix meaning again, anew or over again 

    “Search” is a verb meaning to examine closely and carefully, to test and try, or to probe.

    Together they form a noun describing a careful, systematic, patient study andinvestigation in some field of knowledge, undertaken to establish facts or principles.

    Research Process:

    Steps in Research Process:

    1. Formulating the Research Problem

    2. Extensive Literature Review

    3. Developing the objectives4. Preparing the Research Design including Sample Design

    5. Collecting the Data

    6. Analysis of Data

    7. Generalisation and Interpretation

    8. Preparation of the Report or Presentation of Results-Formal writes ups of

    Conclusions reached.

    Research Design: A research Design is a complete scheme or programme of the research. Itincludes an outline of what the investigator will do from research problem formulation to final

    analysis of data.

    Sources of Data:

      Primary Data

      Secondary Data

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    Primary data:

      These are those which are collected a fresh (again but in a new or different way) and for

    the first time and thus happen to be original in character and known as Primary data.

      It is based on primary source of information.

    Secondary data :

      It means that are already available that is they refer to the data, which have already been

    collected and analyzed by someone else for its own use and later the same data is used

     by a different user or person.

    It is based on secondary source of information

    RESEARCH SOURCE

    Research resources are usually thought of as primary sources and secondary sources.

    Primary sources .

    Secondary sources, 

    RESEARCH DESIGN

      Type of research –  Descriptive

      Data collection Technique –  Questionnaire (survey)

      Sampling –  

    1-  Sample area - Bareilly (city)

    2-Sample size –  50 people

    3-Sample technique –  Random Sampling4-Sample unit –  Male/ Female, Age group

    https://www.umuc.edu/writingcenter/onlineguide/tutorial/glossary/gloss.html#primary_sourceshttps://www.umuc.edu/writingcenter/onlineguide/tutorial/glossary/gloss.html#primary_sourceshttps://www.umuc.edu/writingcenter/onlineguide/tutorial/glossary/gloss.html#secondary_sourceshttps://www.umuc.edu/writingcenter/onlineguide/tutorial/glossary/gloss.html#secondary_sourceshttps://www.umuc.edu/writingcenter/onlineguide/tutorial/glossary/gloss.html#secondary_sourceshttps://www.umuc.edu/writingcenter/onlineguide/tutorial/glossary/gloss.html#primary_sources

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    CHAPTER -IV

    DATA ANALYSIS

    AND

    INTERPRETATION 

    .

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    1. 

    Age

    Table 4.1 Age

    Figure 4.1 Age

    INTERPRETATION

    From the following data the age of the consumer is determined, could be seen that 58%

    of them fall into the age group of 21-30, whereas 18% of them fall into the age category

    of 30-40 and below 20, and 6% of them fall into above 40 group

    18%

    58%

    18%

    6%

    Below 20 21-30 30-40 Above 40

    Response Data Percentage

    Below 20 9 18%21-30 29 58%

    30-40 9 18%

    Above 40 3 6%

    Total 50 100%

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    2.  Gender

    Table 4.2 Gender

    Gender: Figure 4.2

    INTERPRETATION

    The following data shows that there were 56% of male and the female were 44%.

    56%

    44%

    Male Female

    Response Data PercentageMale 28 56%

    Female 22 44%

    Total 50 100%

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    3. 

    Marital Status

    Table 4.3 Marital Status

    Figure 4.3 Marital Status

    INTERPRETATION

    The following data shows that there were 30% of married consumers where as 70% of

    them were unmarried.

    30%

    70%

    Married Unmarried

    Response Data Percentage

    Married 15 30%Unmarried 35 70%

    Total 50 100%

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    4. 

    Occupation

    Table 4.4 Occupation

    Figure 4.4 Occupation

    INTERPRETATION

    The following data shows that 70% of them are student, whereas 18% of them are

    employed, 8% of them are into business and 4% of them are house wife.

    70%

    4%

    18%

    8%

    Student House wife Employed Business

    Response Data Percentage

    Student 35 70%House wife 2 4%

    Employed 9 18%

    Business 4 8%

    Total 50 100%

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    5. 

    Monthly Income

    Table 4.5 Monthly income

    Figure 4.5 Monthly income

    INTERPRETATION

    It could be interpreted that 44% of people earn their monthly income above 20000,

    Whereas 24% monthly income lies in below 5000, 22% earn in the category of 10000-

    20000 and 10% of them earn between 5000-10000.

    24%

    10%

    22%

    44%

    5000 5000-10000 10000-20000 Above 20000

    Response Data Percentage

    5000 12 24%

    5000-10000 5 10%10000-20000 11 22%

    Above 20000 22 44%

    Total 50 100%

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    6. 

    Number of family members 

    Table 4.6 Family members

    Figure 4.6 Family members

    INTERPRETATION

    It can be analysed that 36% of them have their number of family members between 4 to

    6, 52% with 2 to 4 members in their family, whereas 8% with the family members above

    6 and 8% have just 2 members in the family.

    4%

    52%

    36%

    8%

    2 2 to 4 4 to 6 Above 6

    Response Data Percentage

    2 2 4%2-4 26 52%

    4-6 18 36%

    Above 6 4 8%

    Total 50 100%

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    7. 

    The frequency of purchase for the Desi Ghee  

    Table 4.7 Desi ghee

    Figure 4.7 Desi ghee

    INTERPRETATION

    From the following this could be interpreted that 32% of people often buy desi ghee, 24%

    of them never buy it, where as 22% people buy is always and same with sometimes that

    is 22%.

    22%

    32%

    22%

    24%

    Always Often Sometimes Never

    Response Data Percentage

    Always 11 22%

    Often 16 32%Sometimes 11 22%

     Never 12 24%

    Total 50 100%

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    8. 

    The frequency of purchase for the Body Soap

    Table 4.8 Body soap

    Figure 4.8 Body soap

    INTERPRETATION

    From the following this could be interpreted that 52% of people always buy body soap,

    12% of them never buy it, where as 20% people buy is often and 16% sometimes buy

    body soap.

    52%

    20%

    16%

    12%

    Always Often Sometimes Never

    Response Data Percentage

    Always 26 52%

    Often 10 20%

    Sometimes 8 16%

     Never 6 12%

    Total 50 100%

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    9. 

    The frequency of purchase for the honey

    Table 4.9 Honey 

    Figure 4.9 Honey

    INTERPRETATION

    From the following this could be interpreted that 28% of people always buy honey, 12%

    of them never buy it, where as 30% people buy is often and 30% sometimes buy honey.

    28%

    30%

    30%

    12%

    Always Often Sometimes Never

    Response Data Percentage

    Always 14 28%

    Often 15 30%

    Sometimes 15 30%

     Never 6 12%

    Total 50 100%

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    10. 

    The frequency of purchase for the tooth paste

    Table 4.10 Tooth paste

    Figure 4.10 Tooth paste

    INTERPRETATION

    From the following this could be interpreted that 58% of people always buy tooth paste,

    8% of them never buy it, where as 20% people buy is often and 14% sometimes buy tooth

    paste.

    58%

    20%

    14%

    8%

    Always Often Sometimes Never

    Response Data Percentage

    Always 29 58%

    Often 10 20%

    Sometimes 7 14%

     Never 4 8%

    Total 50 100%

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    11. The frequency of purchase for the tooth shampoo

    Table 4.11 Shampoo

    Figure 4.11 Shampoo

    INTERPRETATION

    From the following this could be interpreted that 48% of people always buy shampoo,

    4% of them never buy it, where as 30% people buy is often and 20% sometimes buy

    shampoo.

    46%

    30%

    20%

    4%

    Always Often Sometimes Never

    Response Data Percentage

    Always 23 46%

    Often 15 30%

    Sometimes 10 20%

     Never 2 4%

    Total 50 100%

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    12. The frequency of purchase for the hair oil 

    Table 4.12 Hair oil

    Figure 4.12 Hair oil

    INTERPRETATION

    From the following this could be interpreted that 40% of people always buy hair oil, 10%

    of them never buy it, where as 38% people buy is often and 12% sometimes buy hair oil.

    40%

    38%

    12%

    10%

    Always Often Sometimes Never

    Response Data Percentage

    Always 20 40%

    Often 19 38%

    Sometimes 6 12%

     Never 5 10%

    Total 50 100%

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    13. 

    Do you use Ayurvedic/herbal products?

    Table 4.13 Herbal products

    Figure 4.13 Herbal products:

    INTERPRETATION 

    From the following data it is concluded that out of 50 people all of them use Ayurvedic or

    herbal products in one or the other way.

    100%

    0%

    Yes no

    Response Data Percentage

    Yes 50 100%

     No 0 0%

    Total 50 100%

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    14. 

    Ayurvedic Product of which company do you use??

    Response Data Percentage

    Patanjali 26 52%

    Dabur 14 28%

    Himalaya 10 20%

    Total 50 100%

    Table 4.14 Company

    Figure 4.14 Company

    INTERPRETATION 

    The data shows that 52% people use Patanjali products and 28% of them use Dabur

    where as 20% of them use Himalaya

    52%

    28%

    20%

    Patanjali Dabur himalaya

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    15. Do you use Patanjali Ayurved Products?

    Response Data PercentageYes 44 88%

     No 6 12%

    Total 50 100%

    Table 4.15 Product usage

    Figure 4.15 Product usage

    INTERPRETATION 

    The following data shows that 88% of them have used Patanjali Ayurved products and

    12% have never use Patanjali Ayurved products.

    88%

    12%

    Yes no

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    16. Are you Satisfied with the products of Patanjali Ayurved?

    Response Data PercentageYes 29 58%

    Sometimes 18 36%

     No 3 6%

    Total 50 100%

    Table 4.16 Satisfaction

    Figure 4.16 Satisfaction

    INTERPRETATION 

    This data shows the satisfaction of the costumer for Patanjali Ayurved where 58% are

    satisfied always, 36% are satisfied sometimes where as 6% are never satisfied

    58%

    18

    3

    Yes Sometimes no

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    17. What are the unique selling prepositions of Patanjali Ayurved?

    Response Data PercentageQuality 18 46%

    Quantity 6 12%

    Price 23 36%

    Location 2 4%

    Other 1 2%

    Total 50 100%

    Table 4.17 Unique selling preposition

    Figure 4.17 Unique selling preposition

    INTERPRETATION

    The data shows the unique selling prepositions of Patanjali Ayurved where 46 % use

    Patanjali for quality, 12% for quantity, 36% for price, 4% for location and 2% for other.

    36%

    12%

    46%

    4%   2%

    Quality Quantity Price Location Other

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    18. 

    Is Patanjali Ayurved easily available in your nearby?

    Response Data Percentage

    Under 1 Km 12 24%1-2 Km 21 42%

    2-4 Km 10 20%

    More Than 4 Km 7 14%

    Total 50 100%

    Table 4.18 Available

    Figure 4.18 Available

    INTERPRETATION 

    The data shows the availability of Patanjali Ayurved to the customer 24% of them have

    the store under 1 km, 42% of them have it 1-2 km, 20% of them have them 2-4 km away

    where as 14% have more than 4 km away.

    24%

    42%

    20%

    14%

    Under 1 km 1-2 km 2-4 km More than 4 km

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    19. 

    Do you think Patanjali Ayurved can be Triumphant over all its Competitors?

    Response Data Percentage

    Yes 20 40%

     No 17 34%

    Haven’t Thought About That  13 26%

    Total 50 100%

    Table 4.19 Competition

    Figure 4.19 Competition

    INTERPRETATION 

    This data shows that nearly 40% of the consumers believe that Patanjali Ayurved can be

    a triumphant over its competitors, 34% says No, where as 26% haven’t thought of that. 

    40%

    34%

    26%

    Yes No Haven’t thought about that

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    20. 

    Is Patanjali Ayurved products are better than other branded FMCG products?

    Response Data Percentage

    Yes 24 48% No 12 24%

    Haven’t Thought About That  14 28%

    Total 50 100%

    Table 4.20 Comparison

    Figure 4.20 Comparison

    INTERPRETATION

    This data shows that nearly 48% of the consumers believe that Patanjali Ayurved are

    better than other FMCG products, 24% says No, where as 28% haven’t thought of that.  

    48%

    24%

    28%

    Yes No Haven’t thought about that

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    21. 

    Would you like to Switch to other brand if you get some promotional schemes with

    that brand?

    Response Data Percentage

    Yes 32 64%

     No 18 36%

    Total 50 100%

    Table 4.21 Switching over

    Figure 4.21 Switching over

    INTERPRETATION 

    When asked if the consumers would switch to the other brand 64% of them said yes and

    36% of them said no.

    64%

    36%

    Yes No

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    22. 

    Give reason for the same.

    Response Data Percentage

    Cost 4 8%Quality 13 26%

    Satisfaction 15 30%

    Discounts 15 30%

    More Benefits 3 6%

    Total 50 100%

    Table 4.22 Reasons to switch over

    Figure 4.22 Reasons to switch over

    INTERPRETATION

    When asked if the consumers would switch to the other brand the reason to it were, cost

    with 8%, quality with 26%, satisfaction with 30%, discounts with 30% and finally 6%

    with more benefits.

    8%

    26%

    30%

    30%

    6%

    Cost Quality Satisfaction Discounts More benefits

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    23. 

    Who influenced your preference for Patanjali Ayurved products?

    Response Data Percentage

    Family 12 24%

    Friends 17 34%Advertisement 18 36%

    Self 3 6%

    Total 50 100%

    Table 4.23 Influenced

    Figure 4.23 Influenced

    INTERPRETATION 

    Data shows that 24% of them were influenced by their family, 34% friends, 36%

    advertisement and 6% were self-influenced.

    24%

    34%

    36%

    6%

    Family Friends Advertisement Self 

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    24. 

    Does Advertisement play any role towards brand preference?

    Response Data Percentage

    Yes 42 84%

     No 8 16%

    Total 50 100%

    Table 4.24 Role of advertisement

    Figures 4.24 Role of advertisement:

    INTERPRETATION

    This data shows the role of advertisement towards creating brand preference- 84% says

    yes where as 16% does not have any effect of advertisement.

    84%

    16%

    Yes no

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    25. 

    Have you purchased any Patanjali Ayurved product recently after coming across

    any advertisement?

    Reference Data Percentage

    Yes 37 74%

     No 13 26%

    Total 50 100%

    Table 4.25 Purchases

    Figure 4.25 Purchases

    INTERPRETATION 

    This data shows that is the customers have purchased any Patanjali product after comingacross any advertisement 74% says yes where as 26% says no .

    74%

    26%

    Yes no

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    26. 

    When did you last time purchased any Patanjali Ayurved product?

    Response Data Percentage

    Within Week 11 22%

    1 Month 27 54%

    1-4 Month 5 10%

    Above 4 Month 7 14%

    Total 50 100%

    Table 4.26 Last purchases

    Figure 4.26 Last purchases

    INTERPRETATION

    The data shows about the last time purchasing of any Patanjali Ayurved 22% says within

    a week, 54% 1 months, 10% 1-4 month where as 14% above 4 months.

    22%

    54%

    10%

    14%

    Within week 1 month 1-4 month Above 4 month

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    27. 

    In what way advertisement influenced you?

    Response

    Data Percentage

    Better Recall 6 12%

    Positive Impression 26 52%

    Interest 14 28%

     No Impact 4 8%

    Total 50 100%

    Table 4.27 Advertisement influenced

    Figure 4.27 Advertisement influenced

    INTERPRETATION 

    The data shows that in what way did the consumer got influenced by the advertisement,

    12% says better recall, 25% says positive impression, 28% of them says interest where as

    8% had no impact.

    12%

    52%

    28%

    8%

    Better Recall Positive Impression Interest No Impact

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    CHAPTER –  V

    RESEARCH FINDINGS

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    FINDINGS

    Through the data presentation and data interpretation in Chapter IV. On the Basis of the

    Objectives taken for the study the research finding are as follows: -

     

    According to the first objective, i.e., To study buying behaviour of customers

    towards Patanjali Ayurved in Bareilly region, it is found that almost 100% of hem

    use Ayurvedic products. 

      According to the second objective, i.e., 46% of the consumers prefers Patanjali

    Ayurved because of the quality of the products, 12% of the consumers prefer it

     because of the quantity, 36% of the consumer prefer it due to the price, 4% of them

     prefer it due to the location and rest 2% prefer it due to other factors.

     

    64% of the consumers may switch to other brand and 34% will not switch to other

     brand and remain bran loyal to Patanjali Ayurved.

      8% will switch due to the cost, 26% will change die to quality, 30% will change

    due to satisfaction, 30% of them will switch over Patanjali Ayurved due to

    discounts and 6% of them will switch due to other benefits.

      52% of the consumers prefer Patanjali Ayurved, 28% of the consumers use dabur

    and 20% use Himalaya. 

     

    According to the survey- 88% of the consumers have used Patanjali Ayurved and

    12% have not used Patanjali Ayurved product. 

      58% are satisfied with the Patanjali Ayurved products, where as 36% of the

    consumers are sometimes satisfied and 6% of the consumers are never satisfied

    with the products of Patanjali Ayurved.

      The product availability for 24% is under 1 kilometre, whereas 42% is within 1-2

    kilometre, 20% of them have the availability of the product within 2-4 kilometre

    and the rest 14% is more than 4 kilometre away.

      40% of the consumers believe that Patanjali Ayurved can be triumphant over its

    competitors, whereas 34% haven’t thought about it and 26% believe that it is not a

    threat over its competitors.

      48% of the consumer believe that the FMCG products of Patanjali Ayurved are

     better than other company’s product, 24% haven’t thought of that and 28% don’t

    think that Patanjali Ayurved is better than other company’s product. 

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      24% of the consumers are influenced by their family, 34% of them were influenced

     by friends, 36% of them were influenced by advertisement and rest 6% were

    influenced by themselves.

     

    84% of them believe that advertisement play role in brand preference and 16% believe that brand does not play any role for brand preference.

      74% have purchased Patanjali Ayurved by coming across the advertisement and

    26% of them haven’t purchased the products by coming across the advertisement. 

      22% of the consumers have purchased Patanjali products within a week, 54% of

    them have purchased in a month 10% of them have purchased it in the time of 1-4

    month and 14% have last time purchased the product of Patanjali Ayurved 4

    months back.

      12% of the consumers got influenced through advertisement for better recall, 52%

    of them have It for positive influence, 28% have interest and 8% had no interest.

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    CONCLUSION

    From the above Research and data interpretation it is found that the different factors influencing

    the buying behavior of consumers towards Patanjali Ayurved in Bareilly. Most of the people

     prefer herbal products of Patanjali Ayurved are satisfied from the products, they are buying the

     product due to its price, quality and quantity. They may switch over to other products if

     provided with good quality, quantity, discounts and some of the consumers will be loyal to the

     product. Overall Patanjali Ayurved is doing good in the market and have a positive impression

    in the minds of consumer.

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    SCOPE

     

    The study can be done on the consumption pattern of Ayurvedic/ herbal both in the

    rural areas as well as urban areas.

      The study can be done on the basis of gender, age group, income of the consumers.

      About the availability of the products and the price range of the products should be

    competitive with the other FMCG company’s product. 

      More Patanjali mega store or Patanjali Chikitsalaya are expected to be opened in urban

    as well as rural areas.

     

    Like the company has expanded its products from pharma to FMCG products it can

    also expand to the other product lines like baby care, etc.

    .

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    BIBLIOGRAPHY 

    Ali, M. A. (2012). Factors Influencing Purchase of FMCG by Rural Consumers in. Dubai,UAE : Md. Abbas Ali.

    Choudhary, P. (2010). Fmcg. bangalore: Prince Choudhary.

    Joseph, A. a. (2014).  A Study on Consumer Behaviour towards FMCG Products among the Rural-Suburban HHs of Ernakulam. Coimbatore: Anilkumar N.

    K.Gokila, M. R. (2015).  A study on consumer awareness,attitude and preference towardsherbal cosmetic. Tamilnadu: M.Banu Rekha and K.Gokila .

    kanika6759. (2009). Consumer Behaviour towards packaging of FMCG products. kanika6759.

    kumar, v. (2014).  Marketing through Spirituality: A Case of Patanjali Yogpeeth. Roorkee:vinod kumar.

    Laturkar, V. N. (n.d.). Consumer Behaviour Towards Over-the-Counter.  Global VisionPublishing House.

     Neha Tyagi & Sagar Malviya. (2016). Patanjali Ayurved injects new life into herbal market,helps rivals sell more personal care products . The Economic Times.

    Yadav, M. I. (2015). A STUDY OF CONSUMER PERCEPTION OF. bhopal: Md. Irshad Ali

    and Manmohan Yadav.

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    APPENDICES

    QUESTIONNAIRE

    TOPIC: Consumer Buying behavior towards Patanjali Ayurved

    in Bareilly Region.

    1.  Personal Detailsa)

     

     Name b)  Locationc)  Age

    I.  Below 20II.  21-30 years

    III. 

    31-40 yearsIV.  Above 40

    d)  GenderI.

     

    MaleII.  Female

    e) 

    Marital StatusI.  Married

    II. 

    Unmarriedf)  Occupational Status

    I. 

    StudentII.  House Wife

    III. 

    EmployedIV.  Business

    g) 

    Monthly IncomeI. 

    Up to 5000II.  5000-10000

    III. 

    10000-20000IV.  Above 20000

    h) 

     Number of members in familyI.  2

    II. 

    2-4III.  4-6IV.  Above 6

    2. 

    Do you use Ayurvedic/Herbal ProductsI.

     

    YesII.   No

    If yes Proceed Further, if no please give reason to it. - _______________________________________________________________ _______________________________________________________________

    3. 

    Ayurvedic Product of which company do you use??I.  Patanjali

    II. 

    Dabur

    III. 

    Himalaya

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    4.  Mention the frequency of purchase for the following products.

    Particulars Always Often Sometimes Never

    Desi Ghee

    Body Soap

    Honey

    Tooth paste

    Shampoo

    Hair Oil

    5. 

    Do you use Patanjali Ayurved ProductsIII.  YesIV.

     

     NoIf yes Proceed Further, if no please specify reason to it. -

     _______________________________________________________________  _______________________________________________________________

    6.  Are you Satisfied with the products of Patanjali Ayurved?I.  Yes

    II. 

    Some timesIII.   No

    7.  What are the unique selling prepositions of Patanjali Ayurved?I.

     

    QualityII.  Quantity

    III.  PriceIV.  LocationV.  Other

    8.  Is Patanjali Ayurved easily available in your nearby?I.

     

    Under 1 KM

    II. 

    1-2 KMIII. 

    2-4 KMIV.  More than 4 km

    9. 

    Do you think Patanjali Ayurved can be Triumphant over all its Competitors?I.  Yes

    II. 

     NoIII.  Haven’t thought about that 

    10. Is Patanjali Ayurved products are better than other branded FMCG products?I. Yes

    II. NoIII. Haven’t thought about that 

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    11. 

    Would you like to Switch to other brand if you get some promotional schemes withthat brand?

    I. 

    YesII.   No

    III. 12. Give reason for the same.

    I. 

    CostII.  Quality

    III.  SatisfactionIV.  DiscountsV.  More benefit

    13. Who influenced your preference for Patanjali Ayurved products?I.  Family

    II.  Friends

    III. 

    AdvertisementIV.

     

    Self

    14. 

    Does Advertisement play any role towards brand preference?I.  Yes

    II. 

     No

    15. 

    Have you purchased any Patanjali Ayurved product recently after coming across anyadvertisement?

    I.  YesII.   No

    16. 

    When did you last time purchased any Patanjali Ayurved product?I.  Within a week

    II. 

    1 monthIII.  1-4 monthIV.

     

    Above 4 month

    17. In what way advertisement influenced you?I.  Better recall

    II.  Positive impression

    III. 

    InterestIV.   No impact

    18. State your suggestion if any. _____________________________________________________________________  _____________________________________________________________________