A Project Report

on
Consumer Buying behavior towards Patanjali Ayurved in Bareilly.

Submitted for partial fulfillment of the requirements for the award of the
degree of
BACHELOR OF COMMERCE (HONORS)
BY
YASHI GUPTA (1310100162)
Under the guidance of
Mr. Rajeev Singh Bhandari
Assistant Professor
Department of Management Studies
Invertis University, Bareilly.

INVERTIS UNIVERSITY, BAREILLY (U.P.)

SESSION 2015-2016
1

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

(Director Management)

Dr. Rachna Saxena

(HOD, BBA & B.Com)

Mr. Rajeev Singh Bhandari

(Assistant Professor)

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

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 Patanjali
Ayurved 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.

TABLE OF CONTENTS
SR.NO CONTENTS

1.

2.

3.

4.

Chapter- I Introduction
About The Topic and Company Profile

Chapter: II literature Review

Chapter: III Research Objective/ Research Design/ Methodology

Chapter: IV Data Analysis and Interpretation

PAGE NO.

10-18

19-23

27-24

28-55

Chapter: V Research Findings, conclusion and scope

5.

56-64

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

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

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

22.

Figure 4.22 Reason to switch over

50

23.

Figure 4.23 Influenced

51

24.

Figure 4.24 Role of advertisement:

52

25.

Figure 4.25 Purchases

53

26.

Figure 4.26 Last purchases

54

27.

Figure 4.27 Advertisement influenced

55

CHAPTER - I
INTRODUCTION
ABOUT THE TOPIC AND COMPANY PROFILE

10

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 dept. 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 buyers 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.

11

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.

12

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 its the types of the buying behavior of consumer as well as business buyer.

13

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

Personal factors
Age
Social Factors
References Group Psychological
Occupation
Motivation
Life Styles
Family
Personality

Perception

Social Class

BUYER

Roles and Statues

Learning

FACTOR AFFECTING BUSINESS BUYING BEHAVIOR

Environmental
Economic

Organizational
Objective

Political

Inter Personal
Authority

Policies
Cost of Money

Status
Procedures

Competition

Education

BUSINESS

Income

BUYER

Empathy
Structure

Technological

Individual
Age

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

14

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 Ayurvedas 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.

15

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)
(201314), 850 crore (US$130 million)
(2012-13)
[10][11][12][13][14]
and 450 crore (US$67 million) (201112).
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 201516
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 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 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 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.
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.

16

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 be
available 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.
2.
3.
4.

Currently PAL employs more than 6000 laborers in its processing activities.
More than 400 Sales Staff.
PAL has more than 300 technically qualified employees.
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 Companys achievements as
well as public faith in the Companys products: -

Financial Years
Particulars

2009-2010(Rs.in
Crores)

2010-2011 (Rs.in
2011-2012 (Rs.in Crores)
Crores)

Sales

162.67

317.66

451.22

48.83

88.14

70.20

Profit
Tax(PBT)

Before

17

Financial Years
2009-2010(Rs.in
Crores)

2010-2011 (Rs.in
2011-2012 (Rs.in Crores)
Crores)

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

Particulars
Profit
Tax(PAT)

After

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) (201112).
Future Group which has tied up with Patanjali sells about 30 crore (US$ 4.5 million) worth
of Patanjali products every month.

18

CHAPTER -II
LITERATURE REVIEW

19

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 people
generally 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,

20

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 Consumers 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 productssoaps &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
21

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

(Laturkar)In todays 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. A
study 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.

22

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 skin
care 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.

23

CHAPTER-III
RESEARCH OBJECTIVE/

RESEARCH DESIGN/
METHODOLOGY

24

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

25

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 various
steps 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 and
investigation 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 objectives
4. 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. It
includes an outline of what the investigator will do from research problem formulation to final
analysis of data.
Sources of Data:

Primary Data

Secondary Data

26

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 Sampling
4-Sample unit Male/ Female, Age group

27

CHAPTER -IV
DATA ANALYSIS
AND
INTERPRETATION

28

1. Age

Response
Below 20
21-30
30-40
Above 40
Total

Data
9
29
9
3
50

Percentage
18%
58%
18%
6%
100%

Table 4.1 Age

6%

18%

18%

58%

Below 20

21-30

30-40

Above 40

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

29

2. Gender
Response

Data

Percentage

Male

28

56%

Female

22

44%

Total

50

100%

Table 4.2 Gender

44%

56%

Male

Female

Gender: Figure 4.2

INTERPRETATION

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

30

3. Marital Status

Response
Married
Unmarried
Total

Data
15
35
50

Percentage
30%
70%
100%

Table 4.3 Marital Status

30%

70%

Married

Unmarried

Figure 4.3 Marital Status

INTERPRETATION

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

31

4. Occupation
Response

Data

Percentage

Student
House wife
Employed
Business
Total

35
2
9
4
50

70%
4%
18%
8%
100%

Table 4.4 Occupation

8%
18%

4%
70%

Student

House wife

Employed

Business

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.

32

5. Monthly Income
Response

Data

Percentage

5000
5000-10000
10000-20000
Above 20000
Total

12
5
11
22
50

24%
10%
22%
44%
100%

Table 4.5 Monthly income

24%
44%

10%

22%

5000

5000-10000

10000-20000

Above 20000

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 1000020000 and 10% of them earn between 5000-10000.

33

6. Number of family members

Response

Data

Percentage

2
2-4
4-6
Above 6
Total

2
26
18
4
50

4%
52%
36%
8%
100%

Table 4.6 Family members

8%

4%

36%
52%

2 to 4

4 to 6

Above 6

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.

34

7. The frequency of purchase for the Desi Ghee

Response
Always
Often
Sometimes
Never
Total

Data
11
16
11
12
50

Percentage
22%
32%
22%
24%
100%

Table 4.7 Desi ghee

22%

24%

22%
32%

Always

Often

Sometimes

Never

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%.

35

8. The frequency of purchase for the Body Soap

Response
Always
Often
Sometimes
Never
Total

Data
26
10
8
6
50

Percentage
52%
20%
16%
12%
100%

Table 4.8 Body soap

12%
16%
52%

20%

Always

Often

Sometimes

Never

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.

36

9. The frequency of purchase for the honey

Response
Always
Often
Sometimes
Never
Total

Data
14
15
15
6
50

Percentage
28%
30%
30%
12%
100%

Table 4.9 Honey

12%
28%

30%

30%

Always

Often

Sometimes

Never

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.

37

10. The frequency of purchase for the tooth paste

Response
Always
Often
Sometimes
Never
Total

Data
29
10
7
4
50

Percentage
58%
20%
14%
8%
100%

Table 4.10 Tooth paste

8%
14%

58%
20%

Always

Often

Sometimes

Never

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.

38

11. The frequency of purchase for the tooth shampoo

Response
Always
Often
Sometimes
Never
Total

Data
23
15
10
2
50

Percentage
46%
30%
20%
4%
100%

Table 4.11 Shampoo

4%
20%
46%

30%

Always

Often

Sometimes

Never

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.

39

12. The frequency of purchase for the hair oil

Response
Always
Often
Sometimes
Never
Total

Data
20
19
6
5
50

Percentage
40%
38%
12%
10%
100%

Table 4.12 Hair oil

10%
12%

40%

38%

Always

Often

Sometimes

Never

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

13. Do you use Ayurvedic/herbal products?

Response

Data

Percentage

Yes

50

100%

No

0%

Total

50

100%

Table 4.13 Herbal products

0%

100%

Yes

no

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.

41

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

20%

52%
28%

Patanjali

Dabur

himalaya

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

42

15. Do you use Patanjali Ayurved Products?

Response

Data

Percentage

Yes

44

88%

No

12%

Total

50

100%

Table 4.15 Product usage

12%

88%

Yes

no

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.

43

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

Response
Yes

Data
29

Percentage
58%

Sometimes
No

18
3

36%
6%

Total

50

100%

Table 4.16 Satisfaction

18
58%

Yes

Sometimes

no

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

44

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

Response
Quality
Quantity
Price
Location
Other
Total

Data
18
6
23
2
1
50

Percentage
46%
12%
36%
4%
2%
100%

Table 4.17 Unique selling preposition

4%

2%
36%

46%

12%

Quality

Quantity

Price

Location

Other

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.

45

18. Is Patanjali Ayurved easily available in your nearby?

Response
Under 1 Km
1-2 Km
2-4 Km
More Than 4 Km
Total

Data
12
21
10
7
50

Percentage
24%
42%
20%
14%
100%

Table 4.18 Available

14%

24%

20%

42%

Under 1 km

1-2 km

2-4 km

More than 4 km

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.

46

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

Response

Data

Percentage

Yes

20

40%

No

17

34%

Havent Thought About That

13

26%

Total

50

100%

Table 4.19 Competition

26%
40%

34%

Yes

No

Havent thought about that

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% havent thought of that.

47

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

Response

Data

Percentage

Yes

24

48%

No

12

24%

Havent Thought About That

14

28%

Total

50

100%

Table 4.20 Comparison

28%
48%

24%

Yes

No

Havent thought about that

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% havent thought of that.

48

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

36%

64%

Yes

No

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.

49

22. Give reason for the same.

Response
Cost
Quality
Satisfaction
Discounts
More Benefits
Total

Data
4
13
15
15
3
50

Percentage
8%
26%
30%
30%
6%
100%

Table 4.22 Reasons to switch over

6%

8%

30%

26%

30%

Cost

Quality

Satisfaction

Discounts

More benefits

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.

50

23. Who influenced your preference for Patanjali Ayurved products?

Response
Family
Friends
Advertisement
Self
Total

Data
12
17
18
3
50

Percentage
24%
34%
36%
6%
100%

Table 4.23 Influenced

6%
24%

36%

34%

Family

Friends

Advertisement

Self

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.

51

24. Does Advertisement play any role towards brand preference?

Response

Data

Percentage

Yes

42

84%

No

16%

Total

50

100%

Table 4.24 Role of advertisement

16%

84%

Yes

no

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.

52

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

26%

74%

Yes

no

Figure 4.25 Purchases

INTERPRETATION

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

53

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

10%

Above 4 Month

14%

Total

50

100%

Table 4.26 Last purchases

14%

22%

10%

54%

Within week

1 month

1-4 month

Above 4 month

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.

54

27. In what way advertisement influenced you?

Response
Better Recall
Positive Impression
Interest
No Impact
Total

Data

Percentage

6
26
14
4
50

12%
52%
28%
8%
100%

Table 4.27 Advertisement influenced

8%

12%

28%

52%

Better Recall

Positive Impression

Interest

No Impact

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.

55

CHAPTER V
RESEARCH FINDINGS

56

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% havent 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 companys product, 24% havent thought of that and 28% dont
think that Patanjali Ayurved is better than other companys product.

57

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 havent 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.

58

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.

59

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 companys 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.

60

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 towards
herbal 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 Vision
Publishing 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.

61

APPENDICES
QUESTIONNAIRE

TOPIC: Consumer Buying behavior towards Patanjali Ayurved

in Bareilly Region.
1. Personal Details
a) Name
b) Location
c) Age
I.
Below 20
II.
21-30 years
III.
31-40 years
IV.
Above 40
d) Gender
I.
Male
II.
Female
e) Marital Status
I.
Married
II.
Unmarried
f) Occupational Status
I.
Student
II.
House Wife
III.
Employed
IV.
Business
g) Monthly Income
I.
Up to 5000
II.
5000-10000
III.
10000-20000
IV.
Above 20000
h) Number of members in family
I.
2
II.
2-4
III.
4-6
IV.
Above 6
2. Do you use Ayurvedic/Herbal Products
I.
Yes
II.
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
62

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 Products
III.
Yes
IV.
No
If yes Proceed Further, if no please specify reason to it. _______________________________________________________________
_______________________________________________________________
6. Are you Satisfied with the products of Patanjali Ayurved?
I.
Yes
II.
Some times
III.
No
7. What are the unique selling prepositions of Patanjali Ayurved?
I.
Quality
II.
Quantity
III.
Price
IV.
Location
V.
Other
8. Is Patanjali Ayurved easily available in your nearby?
I.
Under 1 KM
II.
1-2 KM
III.
2-4 KM
IV.
More than 4 km
9. Do you think Patanjali Ayurved can be Triumphant over all its Competitors?
I.
Yes
II.
No
III.
Havent thought about that
10. Is Patanjali Ayurved products are better than other branded FMCG products?
I. Yes
II. No
III. Havent thought about that
63

11. Would you like to Switch to other brand if you get some promotional schemes with
that brand?
I.
Yes
II.
No
III.
12. Give reason for the same.
I.
Cost
II.
Quality
III.
Satisfaction
IV.
Discounts
V.
More benefit
13. Who influenced your preference for Patanjali Ayurved products?
I.
Family
II.
Friends
III.
Advertisement
IV.
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 any
advertisement?
I.
Yes
II.
No
16. When did you last time purchased any Patanjali Ayurved product?
I.
Within a week
II.
1 month
III.
1-4 month
IV.
Above 4 month
17. In what way advertisement influenced you?
I.
Better recall
II.
Positive impression
III.
Interest
IV.
No impact
18. State your suggestion if any.
_____________________________________________________________________
_____________________________________________________________________

64