Literature review:

1. Sthapit and Shakya (2010), the present study on Patanjali herbal-based products, mostly
consumer goods, whereas mobile phone sets are shopping goods. Based on the review of
empirical studies, the present study has summarized and identified eight main factors as
those that affect buyers’ brand preference while making their purchase decisions in case
of the Patanjali brand products. They are: price, quality, availability, varieties,packaging,
and brand awareness, brand name/value and health consciousness.
2. Vanessa Apaolaza-Ibáñez, Patrick Hartmann, Sandra Diehl and Ralf Terlutter,
(2011), conducted on a sample of 355 women aged 18 to 60, selected through random
sampling (random street interviews) and establishing an age quota (50% between 18 and
35 years, 50% between 36 and 60 years). The study focused on anti-aging and body-
firming/body-shaping creams, a relatively new category of cosmetic products where there
are indeed no observable short-term effects, while advertising claims refer to medium and
longer-term beneficial outcomes. The feeling of worry and/or guilt as a consequence of
dissatisfaction with one‟s appearance and the perception of not doing enough to improve
may be the combined result of the exposure to attractive women in advertising.

3. Sowmya N (2012) the present study reveals the preferences of consumers for herbal
products, mainly due to increased consciousness about the harmful side effects of
chemical cosmetics. The formulation of herbal cosmetic products includes addition of
various natural additives like oils, natural colour, fragrances and parts of plants like
leaves, flowers etc by specific formulation methods. However, herbal cosmetics are not
considered under the preview of drugs and regulations of Food and Drug
Administrations. Therefore, strict guidelines have to be followed for the successful
production of a quality herbal cosmetic. Among them are proper botanical identification,
phytochemical screening, and standardization.

4. V.P.T. Dhevika, O.T.V Latasri and Libya Sangeetha Sharmila, (2013), this study is
to investigate how the respondents are influenced by factors of brand loyalty towards hair
oil brands. Brand loyalty is important for an organization to ensure that its product is kept
 in the minds of customers and prevent them from switching to other brands. Product
quality plays a significant role in influencing customers to be brand loyal customers. Four
hypotheses are accepted and two hypotheses are rejected.

5. Sawant, (2013) the study mentioned that consumers perception towards ayurvedic
cosmetic products. The absence of side effect is the most important factor that influence
women in the purchase of skin care products.
6. R.Lavanaya, Dr.velumani (December 2014) this study was to identify the customer
satisfaction towards Himalaya herbal and healthcare products and to investigate the
influenced of product dimensions on customer satisfaction and customer loyalty as well
as to understand the herbal effect of the product. The study revealed that in remote areas
where modern healthcare facilities were rare, or inadequate, the majority of the traditional
communities follow cultural. The Himalaya Herbal HealthCare Company has been
leading efforts to develop new treatments in conjunction with researching old principles
of Himalaya Ayurvedic concepts.
7. Sinha and Singh(2015), she said that, competition in the cosmetic market in India
between nation land international brand, and between herbal and chemical product. The
increase tendency and attraction of younger generation especially female are towards the
natural products.
8. S.V Ramesh and V.Pavithra (2015) concentrate of study was to identified the
Customers preference and satisfaction towards Himalaya products. The study was based
on empirical research based on survey methods; the data collection for the study included
both primary data and secondary data. The outcomes are that the correlation value
between educational qualification of the respondents and satisfaction level is 0.5495. So,
there exist a perfect positive correlation between the two factors i.e. educational
qualification of the respondents and satisfaction level.
9. M.Banu Rekha, K.Gokila (2015) said that cosmetics and toiletries were not just the
domain of women, the Indian market was getting enlarged and many players are coming
out with cosmetic product. Globalization will certainly increase cosmetic products
penetration and all professional shall equip themselves to exploit opportunities offered by
this sector. This study was 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.
10. Miss Rupali Khanna (2015) The Findings in the paper show that there are many
significant factors that together make up the buying decision of the product. Customer
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. It may be due to ability of the
product to cure the problem. The satisfaction brings in the retention of customer.
Patanjali in order to retain more customers and satisfy them must fulfill the claims made
by the company before any other brand may mushroom up and take away the benefits of
a marketing through spirituality.
11. Pednekar (2015) conducted a study on customer satisfaction with its special reference to
fast moving consumer goods. He found that customer satisfaction is very crucial for the
company to increase its sales and to build the value of the brand in the minds of the
consumers. Author concluded that most of the consumers surveyed purchase products on
the basis of factors like price, quality, brand value and status, availability, packaging,
authenticity, reliability and self-esteem.
12. Dutta (2015) performed a study in Siliguri city of North Bengal to know the position of
Patanjali in ayurvedic and FMCG sector. Author found that Patanjali, within a very short
span of time used a different marketing aspect which is generally neglected by many
companies to secure a third position after Dabur and Himalaya in the city of Siliguri. It
was observed that quality, price, ease of availability, promotional measures were some of
the factors which were considered out of which product quality and promotional
measures played a significant role in shaping the buying behavior towards ayurvedic
products.

13. Md.Irshad Ali, Manmohan Yadav (June 2015) said that the Indian herbal market was
flooded with numerous well-known and recognized herbal brands. 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 study was to understand “consumer perception of Herbal products in
Bhopal with special reference” to local brand; Vindhya Herbal.
14. Prof. Nilesh Anute, Dr. Anand Deshmukh, Prof. Amol Khandagale (July 2015) was
to study consumer buying behaviour towards cosmetic products.This study will be help to
know the personal care industry was one of the largest consumer sectors in the country.
The purchasing power and disposable incomes of the Indian consumer have considerably
increased and it has created a niche for leading organizations in this segment in the last
decade, resulting in phenomenal growth in this sector.
15. Charwak B. (2016) defined the customer satisfaction level as a key differentiator and
increasingly has become a key element of business strategy. Within organizations,
customer satisfaction ratings can have powerful effects. Marketing requires co-
ordination, planning, implementation of campaigns and employees with the appropriate
skills to ensure marketing success.
16. Anumesh Kariappa (2016) Customer satisfaction is the important thing in the marketing
concept because without satisfying customers a company which cannot sustain in the
market forever , not only that customers mind is a changing one. In this study it is
examine that most of the customers are satisfied with the brand indulekha and overall
satisfaction level is quite high compared to other Brands. All the customers are focused
mainly on the quality of the product other than cost consideration.
17. Sarina Ismail, Sany Sanuri Mohd Mokhtar (2016) This study has enhanced the
understanding of actual purchase of herbal products in Malaysia. It also examined the
predictors of purchase intention of herbal products and as such generalizability may be
limited to this product genre. Nevertheless the findings will be useful to entrepreneurs
who are interested in knowing the underlying behavior of the actual purchase of herbal
product. The result suggests very strongly that more customers are consent about the
health will purchase herbal product to maintain their wellbeing. The result also found
perceived risk does not moderate the relationship between attitude and actual purchase.
The other finding of this study reveals that attitude is positively related to purchase
intention and similar with previous study .it show that attitude toward herbal product play
an important factor in influence the intention to herbal product.
18. Rashi Bansal (2016) as per the survey done it was found that cosmetics and skin care
products are part of most people's daily grooming habits. The average adult from the age
of fifteen years uses at least five different skin care products each day. These include
 moisturizers, sunscreens, skin cleansers, hair care items, deodorants, colored cosmetics,
and nail cosmetics. People consider quality and herbal nature of products most important
factor while making a purchase. And herbal is very much synonyms with good quality.
Among all the herbal brands available in the market Himalaya is the most preferred one,
followed by Lotus and Shehnaz Husain line of products and Biotique is the least
preferred brand. People feel that the options of various cosmetics available in herbal
range is very less, like, Kajal Eyeliner the most widely used cosmetic is not available in
herbal range factor while purchasing a cosmetic. Therefore, it can be seen that for a
cosmetic to be successful, it should be of good quality.
19. John William, A.Chelladurai, T.Rajesh (February 2016)identified the strategies
implemented by the new entrants like Himalaya personal care and the level of customer
satisfaction further the study portrays the awareness and the customer loyalty. The study
helps to identified the factors influencing the customer satisfaction in the modern world
like purpose, spending power, awareness so on and the emerging business scenario from
the customer side are observed and analyzed.
20. Mrs. Gurmeet Kaur (July 2016) identified the Customer satisfaction was a measure of
how an organization’s total product performs in relation to a set of customer
requirements. Organizations have invested heavily in improving performance in areas
that make a strong contribution to customer satisfaction, such as quality and customer
service. It was found that the respondents were very much conscious about the quality
rather than the price of the cosmetic products.
21. Nitya L, and Durai Eswari’s (July 2016) identified the customer satisfaction level and
the problem faced by the customer. Statistical tools such as percentage analysis, chi-
square analysis and weighted score analysis have been used to analyze the data. Finding
of the study reveals that there is no significant relationship between personal information
and level of satisfaction of Himalaya product. This research study was conducted to
increase our current understanding of Himalaya personal care market in general and
analyze consumer decision making in particular.
22. Dr. A. Jaganathan and Dr. K. Palanichamy (July 2016) said that the marketing of any
product involve lot of process which are mostly complex in nature. The study was
 conducted in Nilambur town all of them were aware of Himalaya product through
advertisement and internets. All of the respondents are satisfied with Himalaya.
23. Chandiraleka E, Dr.Hamsalakshmi R (August 2016) identified the customer
awareness and satisfaction of selected Ayurvedic & herbal products. From the analysis it
was found that most of the customers were aware of the product through advertisement;
customers were satisfied with the quality & price of the product. Ayurvedic products are
reasonably cost effective and well accepted by customers.
24. K. Meenakshi Sundari, R. Janaki (December 2016) this study on consumer preference
towards Himalaya Skin care.The primary objective of this study was to know the
consumer perception of consumers who consumed the Himalaya skin care products.
Factors influenced to purchase Himalaya products First rank had been given to price.
There was no significant relationship between personal information and study factor of
Himalaya skin care products. The study reveals that most of the respondents were aware
of the Himalaya skin care products.
25. Dr. M. Rajarajan, (2016), It is to examine the customer’s behaviour of herbal cosmetic
products because customer behaviour is a very complicated field of study. There are
many factors, which affect the behaviour of customers which purchasing, using and
evaluating the products. They are changes is fashion, technology and so on, different
types of user’s skin, changes in customer attitude and so on. The first problem is the
change in fashion, technology and so on. Modernity first makes its headway in urban
areas. Not only economic & technological advancements find their place primarily in
cities, but also new trends in fashion and personal health.
26. Dr.P.Sekar, Ms.K.Ramya (2017) the study reveals that most of the respondents are
aware about Himalaya ayurvedic products. Now a day’s people are considering the
cosmetics are not only for a luxurious but also consider for improving health condition.
Himalaya ayurvedic manufacturing company is a leading company to introduce best
brand. The company has got good name and same for its quality and innovative products
to satisfy the current demand for their customer.
27. Dr. K. S. Kavitha, T. Anish Fathima(2017) Herbs is one of the most oldest, widely
accepted, highly appreciated herbal products. Today herbal products believe to help
 people build their good health with the help of natural sources. The research concludes
that customer satisfaction plays a vital role in determining the usage of herbal products.
28. Dr.K.Lakshmi Priya (2017) the modern marketing is highly competitive and transitional
one. In this study it is found that Himalaya was the first mover among the other brands
available in the market. Majority of the customers are satisfied with the product. The
weakness of the Himalaya face wash is high cost and less quantity. The main competitors
for them are Indhulekha, Amway, Lakame, Garnier.Hence , it is concluded that retaining
of customers is a real challenging to the manufacturer.
29. Gurusanthosini, Gomathi (2017) studied the Consumer Preference towards Patanjali
Products and they found some sources which influence the consumer buying behaviour.
They also examined that there was a positive relationship between certain demographic
factors and consumer preference towards the Patanjali products. They found that the
factors such as hygiene and standard quality, and Available at reasonable price towards
consumer preference.
30. Ajeet Kumar, Ahujain (2017) investigated about certain factors which influence
consumer buying behaviour. They found that positive relationship between satisfaction
level with the demographic factors such as demographic variables namely marital status,
income, gender, occupation and age.
31. Dr. S. Jagadeesan & G. Vani, (2017), the study analyze to the customer satisfaction
towards hair oil users by college Students in Salem City. Descriptive research method
and Convenience sampling method used in the study. The Sample Size is 70. The sources
of data were primary as well as secondary. The data collected in the Hair oil user‟s
survey constitute primary data. Structured questionnaires were prepared for the customer
satisfaction to hair oil users separately for the study. It concluded that the College
students prefer parachute brand of hair oil and the factor analysis shows that value,
quality, easy availability, relive dryness, suitable for hair, better shine, attractive package
and quantity are the factors influencing the purchasing of hair oil brands by the
customers.
32. S Anupriya (February 2017) Ayurvedic products are reasonably cost effective and well
accepted by customers. They are easily available and do not have side effects. 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.
33. Dr. A. RadhaKrishnan, Radhika.k (july2018) this study concerned with analysis of
“Customer Satisfaction towards Himalaya products in Cuddalore Town”. In a survey
method of study conducted among 100 sample respondents in order to analyses the
customer satisfaction towards quality, price and quantity consumption of Himalaya
product. Many of them consume the Himalaya product because of it’s an herbal product
and also it has good quality. All people know about Himalaya product but price discount
must be said that in television then it has varieties of product but more than customer are
known about the baby skin care. So the producer should understand what is exactly
expected from him by the consumers it facilitates to increase its sale as much.
34. K.Subbulakshmi, P.Geethamani(September 2017) The cosmetic manufacturing
company after realizing the need of the customer started providing herbal based
cosmetics. Ayurvedic and Herbal remedies are available in all Patanjali and organic
stores and well accepted by customers. With its rich biodiversity and rich heritage of
Indian medicinal system, India would draw world attention as an abode of eco-friendly
medicinal systems that are in harmony with the nature. It is concluded that all the
customers are aware of the product, and the customers are satisfied with the quality and
price of the products.
35. Dr. P. Anitha, V. Ruba (2018) Living healthy is the wish of each and every human
being in the world. Recently there is much news which is not positive with regard to the
products that we use both internally and externally. The study reveals that majority of the
consumers are satisfied with the Patanjali products and the variables namely marital
status, period of usage, amount spent, and suggestion to purchase are associated with the
level of satisfaction on Patanjali products.
36. Prof. Abhinav Kataria (January 2018) Ayurveda or the 'science longevity' is the
system of nature cureAyurveda [Ayur + Veda] is considered to be a sub-veda or the
branch of knowledge that is concerned with the physical health and happiness on earth
which therefore assumes great significance to human life. This is an indication to the age
 old roots of Ayurveda. Ancient physicians segmented the universe into different types of
manifested energy and attributed the very same energy to food and herbs. Patanjali is the
leading producer of Ayurvedabased products, and it is the only company to directly
challenge the industry incumbents in India, such as Unilever, Dabur, P&G, Marico, and
Nestle.
37. R. Praveena, Dr. J. Anitha (February 2018) the present study reveals that the
customers have a good preference towards Himalaya products. It can be concluded that it
has been very interest and it a useful experience while undergoing this study of
customer’s preference and satisfaction Therefore, Himalaya as the name suggest should
satisfy the fast moving people in the world without compromising quality and standard.
38. A.Saratha, Dr.K.Kamalakannan(April 2018) Fast moving consumer goods are
essential for the people in their day to day life. Their importance is giving the personality
oriented benefits to the consumers. The study reveals that ponds, Fair & Lovely, Lakme,
clear, dove, Hamam, close up and axe are the preferred brands of personal care products
of Hindustan Unilever Limited provide Satisfaction to the consumers in the way of price,
Quality and availability of the product. It is also association between the variables
selected and the level of satisfaction of the consumers.
39. A. Saravanakumar, Santosh Kumar Bojan (2018) the study reveals that the people
now are not considering the cosmetics as luxury, most of the customers feel that there are
more chemicals in cosmetics, which cause many side effects, and started switching over
to herbal based cosmetics. Many respondents feel that there is more chemical
combinations in the herbal cosmetics, which can be reduce by the manufactures, so that it
would increase its usage by the customers. This study enables the manufactures to know
the need and preference of the customers which can be implemented by them to improve
their products.
40. Dr.P.Parimaladevi, V.Anitha (2018)The Indian health care industry had undergone a
paradigm shift due to people’s inclination to Ayurvedic Herbal therapy in order to get rid
of the various adverse post-treatment effects of allopathic medication. Patanjali products
had attracted a lot of consumers within a short span of time, providing its loyal customers
with exclusive quality and reasonable price products. The demand of Patanjali products
had increased tremendously with few limitations such as non-availability of products at
 retail stores and availability of less number of retail outlets and if the suggestions offered
based on the study are considered, it will make the marketing of the Patanjali products
easier and will enhance the consumers buying behaviour.
41. Ms. K. Sujatha, Ms. S. Amala (2018) Using cosmetics in today’s life has become a
necessity, and people are not considering cosmetics as luxury. Every one want to use
quality skincare products, and there is a shift over from chemical based cosmetics to
Himalaya products, for its Ayurvedic base and quality. The study reveals that there is
good awareness about Himalaya Skincare products both among men and women. In this
situation of growing demand for skincare products and heavy competition, new strategies
may be undertaken to convince and attract more consumers.