A SURVEY REPORT

ON
A STUDY OF
CONSUMER BEHAVIOUR ON THE
PATANJALI PRODUCTS

Submitted By:- Submitted To:-

Rajat kumar Dr.SARVESH KUMAR

MBA 2nd Sem

CUHP18MBA53

CENTRAL UNIVERSITY OF HIMACHAL

PRADESH

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 CERTIFICATE

This is to certify that RAJAT KUMAR a student of MBA(2ND

SEMESTER) of CENTRAL UNIVERSITY OF HIMACHAL
PRADESH has undertaken the Project under my guidance for the
Project Titled “ A STUDY OF CONSUMER BEHAVIOUR ON
THE PATANJALI PRODUCTS”. This Project Report is prepared
in partial fulfilment for the award of the degree of MASTER OF
BUSINESS ADMINISTRATION.

Dr.sarvesh kumar (Asst. Prof.)

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 ACKNOWLEDGEMENT

The satisfaction of the successful completion of any task wouldn’t be

complete without the expression of gratitude to the people who
made it possible.

I am very thankful to Dr. SARVESH KUMAR, Faculty, CENTRAL

UNIVERSITY OF HIMACHAL PRADESH, for the guidance and interest
evinced throughout the preparation of this project.

I also extend my gratitude to the respondents of my survey for their

kind cooperation.

RAJAT KUMAR

MBA, 2nd Sem

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 INDEX
Chapter no Topic Page No
Chapter 1 INTRODUCTION

 OBJECTIVES OF STUDY

5-14
 RESEARCH
METHODOLOGY

 LIMITATION OF STUDY
Chapter 2  ANALYSIS &
INTERPRETATION OF
DATA 15-33

 FINDINGS
Chapter3  CONCLUSION
34-37
 RECOMMENDATION
 BIBLIOGRAPHY 38

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 Introduction
The project tittle “A STUDY OF CONSUMER BEHAVIOUR ON THE
PATANJALI PRODUCTS’’ provides a comprehensive analysis regarding the
performance of the company and its products in the market.

The objective of the proposed study is to identify the specific factors that affect
consumer perception towards Patanjali products. The methodological approach
to this study is descriptive, because we attempt to identify and explain variables
that exist in a given situation and to describe the relationship that exists between
these variables in order to provide a picture of a particular phenomenon, but not
to ferret out cause-effect relationship.

The primary data was collected through questionnaire filling. The secondary
data was collected through the internet. India has a large chunk of population
which is at lower income level and at middle income level.

The project covers the aspects like Consumer perception on the Patanjali
products and Patanjali got success in such a competitive market in very short
span of time.

The project covers the objective of the study that what is the main motive
behind the study on Patanjali Products.

Through the project you will get know that how Patanjali become a giant
FMCG within 5 years.

Patanjali is following the biggest SWADESHI MOVEMENT.

Patanjali’s vision and missions are discussed in the following project.

And you will get to know about the SWOT Analysis followed by Patanjali.

Project is also conclude with the conclusion and suggestion.

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 INTRODUCTION OF PATANJALI

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The Company:
Patanjali Ayurveda was formed in January, 2006 as a private limited company
by yoga guru Ramdev and his partner Sri Acharya Balkrishnaji. In June, 2007, it
was converted to a Public Ltd. Company. It is registered under the Companies
Act, 1956 and has its registered office in Bijwasan, New Delhi and three other
offices in Haridwar. The company was started with the vision of uplifting the
life of Indian farmers by locally sourcing the raw materials from them and
making their lives better while at the same time provide an opportunity to the
Indian masses to move towards healthy lifestyle by promoting Ayurveda and
herbal products. Baba Ramdev started off as a yoga trainer who featured in
televised programs in Aastha and Sanskaar channels and made Indians realize
that they have forgotten Indian tradition and art forms- one of them being yoga.
He got wide acceptance and word of mouth publicity helped him reach to a
wider audience. He projected Yoga as a panacea to all the health problems. In
its first year of operations, 2008, Patanjali generated a revenue of over 60
crores.1 Almost 10 years later, the homegrown venture has grown to be a 5000
crore company and is posing a threat to the well-established companies in the
FMCG domain.

Patanjali range of products

Patanjali has a wide range of products with the theme of Ayurvedic/herbal
being common across all categories. It has four business divisions: food and
beverages, cosmetics and health, health drinks and home care. The highest
revenue grossing products are Patanjali cow ghee, Dant Kanti, Kesh kanti,
Patanjali Atta noodles and Patanjali Aloe Vera juice and gel.

The customer base of Patanjali is very huge and with each passing day, it is
growing bigger. A major ramp-up came when Patanjali was relaunched by Baba
Ramdev in 2014. After that it has not looked back. The company is finding it
difficult to cater to the demand of all the customers. It has increased its
distribution channels and expanded its reach multifold from the point when it
started. Production has also increased and it has now over 450 products in its
portfolio.

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

Revenues
Year Revenue(in Rs
Crore)
2010-11 317
2011-12 446
2012-13 850
2013-14 1200
2014-15 2006
2015-16 5006
2016-17 10562
Production
Patanjali Food and Herbal Park at Haridwar is the main production facility
operated by Patanjali Ayurved. The company has a production capacity of ₹350
billion (US$5.4 billion) and is in the process of expanding to a capacity of ₹600
billion (US$9.2 billion) through its new production units at several places,
including Noida, Nagpur, and Indore. The company plans to establish further
units in India and in Nepal.

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

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Mission and Vision of Patanjali

VISION

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

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

MISSION
Making India an ideal place for the growth and development of Ayurveda and a
prototype for the rest of the world.

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S-STRENGTH

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

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

healthier and safer option.

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

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

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

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

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W-WEAKNESS

1. Launched too many products in a short time.

2. Patanjali faced issue with advertising council of India.

3. Lower concentration on other top countries.

O-OPPORTUNITIES

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

awareness.

2. Can enter more segments in personal hygiene, FMCG etc.

3. Can also diversify in apparels.

T-THREATS

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

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

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 PATANJALI KEY TO SUCCESS
Media attention:

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

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

Less Price:

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

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

Retail outlets:

Initially, Patanjali shunned the conventional distribution network, preferring to

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

Variety of products:

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

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Swadeshi factor:

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

a different matter. "Humara ek simple funda hai: MNCs ko replace karna (We
have a simple principle: we want to replace MNCs)," said Ramdev.

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

Advertising:

Patanjali's own advertising was limited in the past, but has increased
considerably of late, with ads appearing on general entertainment TV channels
(GECs) such as Star and Zee. The company has also reached out to regional
Southern channels.

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 OBJECTIVES OF THE STUDY

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

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

 To know the attributes that a customer keeps in mind while buying
‘PATANJALI’ Products.
 To study the satisfaction level of consumers after using ‘PATANJALI’
Products.
 To study, whether Patanjali products are geniune or not.

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RESEARCH
METHODOLOGY

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 RESEARCH METHODOLOGY

Research design

A research design is the set of methods and procedures used in collecting and
analysing measures of the variables specified in the research problem. The
design of a study defines the study type (descriptive, correlation, semi-
experimental, experimental, review, metaanalytic) and sub-type (e.g.,
descriptive-longitudinal case study, research problem, Hypothesis independent
and dependent variables, Design of experimental design, and, if applicable, data
collection methods and a statistical analysis plan. Research design is the
framework that has been created to find answers to research questions

SOURCES OF DATA:

The task of data collection begins after a research problem has been defined and
research plan chalked out. While deciding about the method of data collection
to be used for the study, first of all the sources of data must be very clear.

There are basically two sources of data.

 Primary Data Source: The primary data are those, which are collected
afresh for the first time for the problem solution, and thus happen to be
original in character. It may be obtained from individual, families and
representative.
 Secondary Data Source: The secondary data are those which have already
been collected by someone else and which have to decide which have
already been passed through the statistical process. Externally, these
sources may include books or periodicals reports, data services and
computer data banks.

In the context of the project study, the source of data used by me for this project
is primary type of sources. The primary data source is the respondents who have
filled the questionnaire.

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SAMPLING PLAN:

 Sampling Unit:

The sampling Unit is the entity to which we have to follow during the whole
research study.In the context of the project study, the sampling unit primarily
consists of Individuals.

 Sampling Size:

It plays an important role in the research. Samples are representative of the

whole population. This refers to the no. of items to be selected from the
universe to constitute a sample.

In the context of the project study, 100 respondents are chosen keeping in
view the above constrains. Attempts have being made to see that samples are
chosen from different strata.

1. Sampling Methods:

There are various methods of sampling in the context of my project study I

have selected Non-probability Sampling Method. And under that, I have taken
Convenience Sampling. Under this I prepared a simple questionnaire to collect
the information.

2. Data Collection Method:

Data collection is done basically in three ways: Observation Method, Survey

Method and Questionnaire. And in the context of my project study, I have
selected questionnaire method for collecting the data.

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3. Data Analysis & Interpretation:

Data analysis is based on the data collected by the questionnaire. From the
collected data findings are extracted. The data is tabulated and frequency
distribution chart is prepared.

 Data Analysis By Charts:

Charts make easy to understand. Therefore I have use pie chart to present the
data.

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LIMITATION OF THE STUDY

 Every attempt will be taken to obtain error free and meaning full result
but as nothing in this world is 100% perfect.

 I believe that there will be still the chance for error on account of
following limitation:-

 Limited number of respondents. Time limitation for compelling the

project. The data obtain in some cases may be based. Difficulty in
communicating within the city while conducting the survey.

 The information obtained from the consumer based on questionnaire was

assumed to be factual.

 Since the survey is based on sampling method, it does not disclose the
charter of entire customer.

 Product unavailability for the consumer in the market is one of the

biggest limitation for Patanjali Products.

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RESEARCH ANALYSIS
AND
INTERPRETATION

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 RESEARCH ANALYSIS AND INTERPRETATION
1) Different age group of respondent:
15-20 20-25 25-30 Above 30
7.4% 81.5% 9.3% 1.8%

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 2) Consumer occupation
student Employed Unemployed Govt employees
83.3% 11.3% 5.6% ____

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 3) Income of respondent (in lakhs)
Below 3 3-5 More than 5 Student
13% 5.6% 1.8% 79.6%

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 4) Do you know about pantanjali products?

Yes No Maybe
96.3% 0% 3.7%

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 5) respondent who actually consuming products
Yes No Maybe
88.9% 10% 1.9%

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 6) How frequently people buy patanjli products
Seldom Often Always
40.7% 38.9% 20.4%

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 7) type of product respondents buy
Skin related Bakery products Medicines Others
products
18.5% 33.4% 11.1% 37%

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 8) Perception of respondents toward offering large variety of products
Strongly Disagree Neutral Agree Strongly
Disgree agree
2% 3.6% 25.9% 61.1% 7.4%

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 9) Do you agree that patanjli has natural ingredients
Strongly Disagree Neutral Agree Strongly
Disgree agree
3.6% 9.3% 35.2% 42.6% 9.3%

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 10) Respondent rateing of patanjli products?

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 11) Please indicate the reason why you prefer patanjali product

Reasonable price 37.7%

Good quality 50.9%
Availability 15.1%
Health benifits 49.1%
Brand image of Baba Ramdev 7.5%
Trust 24.3%
Informative 1.9%

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 12) How do you come to know about patanjali and its products
Advertisement Recommendation Self exploration other
57.7% 9.6% 23.1% 9.6%

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13)Rate your satisfaction level with patanjali products

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 FINDINGS
The data collected through 54 questionnaires is analyzed. Out of 54 users,
dominant portion i.e. nearly 85% of the users age between 20-25 years.
Looking at the gender interested in buying herbal cosmetics. In
Occupation frequency, nearly half of the users are students who are
pursuing studies followed by35% of service class users.

 Over 88.9% of the people have used Patanjali Products.

 61.1% people agree that patanjali offers large variety of product

while 8% people think that patanjali has not offers large variety of
product.
 42% people believe that patanjali offers Natural Ingredients of
product but 14% customers are Disagree.
 96.3% respondents are known to patanjali products and rest are
least familiar to patanjali.
 69% customer believes that patanjali offers varirty in products
while 25% customers believes that it is neutral.
 57% of people come to by advertishments,9.6% by word of
mouth and23.1% by self exploration.
 67% customers are satisfy with patanjali product while 33%
customer are not satisfy with patanjali product.

 50% of the people came to know about Patanjali through

advertisements 30% on recommendations whereas 20% on Self
Exploration.

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 RECOMANDATION
And
CONCLUSION

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 CONCLUSION

Patanjali has given a headache to many marketers with its unconventional

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

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 RECOMMENDATION
 To make a successful product, Patanjali’s marketing strategy
should attract long term consumers.
 Most of the Patanjali consumer are facing problem like ; products
are not available in the market regularly.
 They can increase their distribution channels.

 They have to focus back on product efficacy. Rising above the

noise of advertising.

 They can increase their outlet and stores.

So Patanjali Ayurveda should increase their productivity and make sure

that there will be shortage of products in the market.

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 BIBLIOGRAPHY
 https://www.patanjaliayurved.net/
 https://en.wikipedia.org/wiki/Patanjali_Ayurved
 https://www.slideshare.net/trishalagautam/patanjali-research
 http://www.news.kenresearch.com/post/147442303438/compan
y-profile-ofpatanjali-ayurved-limited-new
 http://www.patanjaliresearchfoundation.com/cgi-
sys/suspendedpage.cgi
 https://www.researchgate.net/publication/305995560
The_Phenomenal_Su ccess_of_Patanjali_in_FMCG_Sector-
An_Analytical_Study

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

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