A STUDY ON CUSTOMER PREFERENCES AND

SATISFACTION TOWARDS PATANJALI AYURVEDIC

PRODUCTS .

INTRODUCTION
Consumers are more conscious for their health and maintaining the quality of

Life.They prefer to consume the products which help them to protect the

Good state of their health as well as provide maximum satisfaction . This

particular tendency has been responsible for extraordinary popularization of
Patanjali products .

HISTORY OF COMPANY
Patajali () is a proper Indian name.Patanjali Ayurved Limited was
founded in 2006 by Swami Ramdevji and Acharya Balkrishnaji . Patanjali Ayurveda
Kendra Private LTD was inaugurated on 27 september 2007 and started its
operation at Swoyambhu ,Kathmandu,Nepal with the ultimate aim to bring ayurveda
to world in scientifically approved form by amalgamation of science with ancient
ayurvedic wisdom.

STATEMENT OF THE PROBLEM : Customers are the masters of their money

and they have an enourmous influence on the economic market change because they possess the
ability to implement .Satisfaction and accurate target in finding out what customers are aware
and their buying preferences and their offering products according to this needs will help the
industry to enrich & accelerate growth of market .

. SCOPE OF THE STUDY :

1) To make a successful product, Patajalis marketing strategy should
attract long term consumers.

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2) They can increase their distribution channels.

3) They have to focus back on product efficacy. Rising above the noise
of advertising.

4) They can increase their outlet and stores

Review of Literature

Vishal Kumar Laheri, Research Scholar FMS, University of Delhi, Delhi, India.
Anupam, Research Scholar, FMS, University of Delhi, Delhi, India.
Marketing as a discipline has evolved over a period of time where the traditional concept
imparts that goods were produced to be sold to the customers and the modern marketing
states that goods are produced according to the needs and demand of the customers. The
current marketing management emphasises on satisfying the needs of the customers
without any environmental degradation. The present study selected organic food and
cosmetic product categories for assessing the decision of the consumers towards such
products. A total of six manufacturers, three each from organic food and organic cosmetic
products were interviewed to gain insights about the organic industry in India. In the
second phase, 45 respondents were interviewed to examine their purchase decision with
respect to organic food and cosmetic products. The results indicate that consumers are not
so much aware about the organic products. The study identified certain enablers and
barriers of organic food purchase which will offer guidelines to the marketers so as to
understand the attitude and preferences of consumers towards organic food and cosmetic
products.

Eva Muller(1954) reported a study where only one-fourth of the consumers in her
sample bought with any substantial degree of deliberation. The Marshallian
model ignores the fundamental question of how product and brand preferences are
formed.

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P. Guru Ragavendran et al (2009) emphasized in their research that the survey helped
them in understanding the consumer perception on brand awareness and position of
product in the market. It was observed that consumers expectations were quality,
benefits offered and packaging of shampoos. Based on the results obtained, integrated
marketing communication was suggested; as a result an improvement of 8% to 12.6%
was observed in target population.
[Samojlik, 2013]Herbal Medicines are used in the modern day for health maintenance,
the treatment or prevention of minor ailments and some chronic diseases, and they are
often taken in addition to conventional medicine in the more serious and/or chronic
conditions..
(Sharma, Shanker, Tyagi, Singh, & Rao, 2008)A WHO (World Health Organization)
study estimates that about 80 percent of world population depends on natural products for
their health care instead of modern medicines primarily because of side effects and high
cost of modern medicine

SHALINI SRIVASTAVA, [WWW.BBEAUTILICIOUS.COM ] why I tried patanjali

my mother introduced it to me and bought me shampoo ,aloevera gel ,etc the products are
natural with therapeutic value .

BROKERAGE HOUSE ANALYSTS VIVEK MAHESHWARI [2015] Patanjali

ayurved in their annual wish you were listed roll last week ,saying its topline
exceeded that of listed firms like jyothy labs and emami ltd .

LAXMIKANT SHARMA [AGENT,MUMBAI 2016] : whose agency

distributes 260 patanjali food and beverage products in the up market bandra and
its neighborhood ,his business to double revenues next year .

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RAHUL GUPTA[CONTRIBUTOR , 2014] customers love the
products and we are always short of supply ,who estimated the
supply shortfall at 30-40%.

NEED OF STUDY:
Since nowadays, people are moving towards healthier lifestyle, thus through this study I
want to know customers preferences towards herbal products and strategies used by the
company to distribute its products on the basis of customers buying behaviour and this
research aims to explore the customer buying preferences and satisfaction level towards
Patanjali ayurvedic products.

OBJECTIVES:
The study in hand is conducted keeping in view the following objectives:

To study the brand preferences of PATANJALI in minds of Consumers.

To know the attributes that a customer keeps in mind while buying PATANJALI
Products.
To study the satisfaction level of consumers after using PATANJALI Products.

DATA COLLECTION:
PRIMARY DATA :Research survey ,Questionnaires method

Secondary data: Patanjali brands,journals,websites of natural products etc .

RESEARCH METHODOLOGY

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This research is based on primary data collected through questionnaires from 100 users of
Patanjali Products . The questionnaire design is built up to know the type of products
people use, the reason for their buying such product and their post buying satisfaction
level from that product. Secondary sources have been used to collect information about
Patanjali brands. Journals, articles, research reports and government documents .

SAMPLING DESIGN :
SAMPLE SIZE : Sample of 100 RESPONDENTS were selected for study .
SAMPLING METHOD :CONVENIENT SAMPLING .Data is going to
process ,analyze and interpret with suitable statistical techniques .
AREA OF THE STUDY : TIRUPPUR AND COIMBATORE CITY

LIMITATION OF THE STUDY

The result of the study may not be generalized because of convenient sampling
method . Also Researcher cannot gather much data from age group of 55 & above. The
researcher only reach out to accessible area to distribute and gather information . Time
And resource constraint are other limitations .

QUESTIONNAIRE

DEMOGRAPHIC PROFILE

1. Name: _____________________________________

2. Age:

a). Below 25 years [ ] b). 25-50 years [ ]c). Above 50 years [ ]

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3. Gender:

a). Male _____ b). Female _____

4. Qualifications

a). Upto HSC b). Upto Graduate c).Upto Post Graduate & others d). Illiterate

5. Marital Status:

a). Married [ ] b). Unmarried [ ]

6. Are you aware of the Patanjali products?

a) Yes [ ] b) No [ ]

7. Do you agree Patanjali offers a large variety of products?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) Strongly agree [ ] e) strongly disagree [ ]

8. Do you agree that Patanjali products are of high quality?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

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d) Strongly agree [ ] e) strongly disagree [ ]

9. Do you agree the prices of the Patanjali products are fair?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) strongly agree [ ] e) strongly disagree [ ]

10. Do you agree that the Patanjali products have appealing packaging?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) strongly agree [ ] e) strongly disagree [ ]

11. Do you agree that Patanjali products have natural ingredients?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) strongly agree [ ] e) strongly disagree [ ]

12. Do you agree that you are satisfied with the patanjaliproduct?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) strongly agree [ ] e) strongly disagree [ ]

13. Have you faced any problem while using the product?

a) Yes [ ] b) No [ ]
IF YES ,MENTION IN BRIEF ______________________________

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_____________________________________________________

14. Do you agree that Patanjali products are chemical-free?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) strongly agree [ ] e) strongly disagree [ ]

15. Do you agree that Patanjali products have made a good brand image?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) strongly agree [ ] e) strongly disagree [ ]

16. Please indicate the reason why you prefer patanjali product?

a) convenient [ ] b) affordable [ ] c) clean [ ]

d) others [ ]
17.What is the demand of Patanjali products in your viewpoint ?
a) High selling [ ] b) Low selling [ ]
c) Average selling [ ] d) Least selling [ ]

18.The opinion and experiences of your family and friends affect your buying behaviour
Of Patanjali products . ( Please circle the number which you prefer )
Not at all 1 2 3 4 5 very much

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