A

SUMMER TRAINING PROJECT REPORT

ON

AN EMPERICAL STUDY ON ANALYSING CUSTOMER

PERCEPTION TOWARDS INDIAN FMCG WITH SPECIAL
REFERENCE TO PATANJALI AYURVED LIMITED

Submitted to

Dr A P J Abdul Kalam Technical University, Lucknow

In the partial fulfillment of the requirement for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
(2017-2019)

Under the guidance of: Submitted By:

External Guide Name; Harsh Mohan Sharma Student Name; Shiv poojan Gupta
Designation of External Guide M.B.A- IIIrd Sem.
Organization Name; Patanjali Ayurved Ltd Roll No.– 1703370030

1
 Raj Kumar Goel Institute of Technology
Department of Management Studies
(ISO: 9001: 2015 Certified)
5th KM. STONE, DELHI-MEERUT ROAD, GHAZIABAD (U.P)-201003

Date: ……………….

TO WHOM SOEVER IT MAY CONCER

This is to certify that MrShiv Poojan Gupta is a bonafide student of MBA 2nd year of this institute

for the session 2018-2019 and he/she has undergone the summer training in Patanjali Ayurved LTD

organization and prepared Summer Training Project Report titled AN EMPERICAL STUDY

ON ANALYSING CUSTOMER PERCEPTION TOWARDS INDIAN FMCG WITH

SPECIAL REFERENCE TO PATANJALI AYURVED LIMITED, for partial fulfillment of

Master of Business Administration (MBA) affiliated to Dr A P J Abdul Kalam Technical

University, Lucknow.

I wish him/her all the best for his/her future endeavors.

Dr. Vibhuti
Professor and Head
(Department of Management Studies)

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 Declaration
I Shiv Poojan Gupta S/o Mr. Mangal Prasad am pursuing Master of Business Administration
(MBA) 2nd year from Raj Kumar Goel Institute of Technology , Ghaziabad in the session
2018-19. I hereby declare that this summer training research project report titled “AN
EMPERICAL STUDY ON ANALYSING CUSTOMER PERCEPTION TOWARDS
INDIAN FMCG WITH SPECIAL REFERENCE TO PATANJALI AYURVED
LIMITED.” is the outcome of my own effort at organization Patanjali Ayurved LTD under
the guidance of Mr/ Ms ……………………..........., designation. The same report has not
been submitted earlier to any Institute/ University for awarding any degree/ diploma of MBA
or any other professional course. If there will be any violation of IPR, I will be solely
responsible to that and Institute/ University has right to cancel my degree.

Date: ………………… Sign with Full Name

Place: RKGIT, Ghaziabad Roll. No: 1703370030

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 PREFACE

As a student of management, it’s a great pleasure to undergo Project work training. In our
BBA 6th semester, IMS Ghaziabad we are required to take the project as it is a part of our
curriculum. Therefore, it a great pleasure for me to complete my project in one of the best
organisation in India, PATANJALI AYURVED LIMITED. It was really an enriching
experience for me.

The project contents brief information about PATANJALI AYURVED LIMITED and
detailed analysis about CUSTOMER PERCEPTION about PATANJALI
AYURVEDLIMITED.

The project provide practical environment for us to explore.

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 ACKNOWLEDGEMENT

Summer Training is a bridge connecting the educational qualification and professional

use. It is the path leading to success by shouldering responsibilities under the careful

guidance of seniors and experienced personnel without fear and failure.

It gives me immense pleasure to take the opportunity to remember and thanks the

personalities who have involved with this project work. I express my sincere thanks and deep

gratitude who are directly and indirectly associated in completion of this project.

I would like to thanks to Mr/ Ms ……………………………, designation

………….……………….. of ……………………………. organization for assigning an

extremely challenging project thereby giving unique opportunity to meaningful contribution

of such growing and vibrant organization, guiding throughout the project, without his help

the project would have not added enough value. I am extremely grateful for the time he spent

from his busy schedule.

Student Name

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 TABLE OF CONTENTS

S.NO. TOPIC PAGE NO.

1. DECLARATION I
2. CERTIFICATE II
3. PREFACE III
4. ACKNOWLEDGEMENTS IV
5. INTRODUCTION 1
6. OBJECTIVE OF STUDY
7. REVIEW OF LITERATURE
8. RESEARCH METHODOLOGY
9. DATA ANALYSIS AND INTERPRETATION
10. FINDINGS
11. CONCLUSION
12. RECOMMENDATION
13. LIMITATION OF THIS STUDY
14. REFERENCES AND BIBLOGRAPHY
15. QUESTIONNAIRE

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EXECUTIVE SUMMARY

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 EXECUTIVE SUMMARY
Patanjali products are becoming more popular in indian market due to lower cost with best
quality. In addition to this the swadesh motto of Patanjali is creating huge impact on indian
customers specially in rular areas. Hence as per quick market research it is observed that
patanjali is leaving many brands behind in different segments and will soon become the
number one brand in India.

All marketing managements students are invited to join this sponsored research by annual
project.The publication also covers the value chain, working model, consumer profile and
pricing analysis of Patanjali products. In addition to this, a comparative analysis of best
selling Patanjali products including honey, toothpaste, face wash, instant noodles, biscuit and
cookies and hair oil with other FMCG companies has been showcased in order to understand
the market share. The financial performance of the company, balance sheet, P&L statement
along with the expected future performance of the company has also been showcased in the
report.

This report will help industry consultants, FMCG manufacturers, dealers, retail chains,
potential entrants into the FMCG segment and other stakeholders to align their market centric
strategies according to the ongoing and expected trends in the future.

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INTRODUCTION

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INTRODUCTION
Baba ramdev established the Patanjali Ayurved Limited in 2006 along with acharaya
balkrishna with the objective of establishing science of Ayurveda in accordance and
coordination with the latest technology and ancient wisdom.The headquater of patanjali is in
haridar.

The Patanjali Ayurved Limited is an indian FMCG company. Manufacturing units and
headquarters are located in the industrial area of Haridwar. while the registered office is
located at Delhi. The company manufactures mineral and herbal products. It also has
manufacturing units in Nepal under the trademark Nepal Gramudhyogand imports majority
of herbs in India from Himalayas of Nepal. According to CLSA and HSBC, Patanjali is the
fastest growing FMCG company in India. It is valued at ₹30 billion and some predict
revenues of ₹5,000 crore for the fiscal 2015–16. Ramdev baba has stated in his interview
with CNN-News18 that profit from Patanjali Products goes to charity.

Patanjali started its operations with Patanjali yogpeeth in Hardiwar, Uttarakhand. Patanjali
yogpeeth is one of the largest yoga institutes in the country. Swami Ramdevji Maharaj and
Acharya Balkrishanaji Maharaj set up Patanjali Ayurveda Pvt Ltd for treatment, research and
development and for the manufacturing of ayurvedic medicines in Yoga and
Ayurveda.Patanjali Yogpeeth offers treatment and scientific research and has brought a
revolution when it comes healthcare in the country with the combined approach of Yoga and
Ayurveda.

The infrastructural facilities at Patanjali Yogpeeth includes an OPD for free medical
consultation, IPD of thousand beds, laboratory for test investigation of radiology, cardiology
and pathology, a yoga research department, free yoga classes, high quality ayurvedic
medicines manufactured by Divya pharmacy, facilities of library and reading room along
with a cyber café, a huge auditorium, apartments for senior citizens, a grand museum and a
sale outlet of 11,000 square feet for literature related to yoga and Ayurveda.

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PATANJALI AYURVEDA- ENTRY INTO FMCG
Patanjali started off manufacturing bulk ayurvedic medicines later branching its operations
into FMCG markets as well. Since, the FMCG market has low entry barriers, Patanjali soon
established itself as a major consumer goods’ manufacturer. The recent trends clearly imply
that the company’s priorities are shifting from medicines to consumer goods, perhaps because
the net revenues earned through FMCG are on par with ayurvedic medicines.

Patanjali as a brand currently has more than 350 products from Soap to Toothpaste and from
Oats to Health drinks. The 2014-2015 revenue of Patanjali Ayurveda crosses Rs. 2000 crore
figures. In January 2016, IIFL said “Patanjali Ayurveda Ltd has, in a short span of less than a
decade, recorded a turnover higher than what several companies have managed to achieve
over several decades. There is no doubt that Patanjali is a disruptive force in the FMCG space
and is a credible threat for the incumbents.” The industrial data indicates that the brand has a
market share of 4-5%.

SALES AND DISTRIBUTION- PATANJALI

 Patanjali provides sale of products online and can also be procured through post by
sending the money through demand draft
 Patanjali herbal products are available at Post Offices across the country
 Patanjali also has “Patanjali Chikatsalayas” and “Patanjali Arogya Kendra” in almost
all the cities of the country
 To strengthen the distribution Patanjali is also implementing ERP which will help them
in managing the inventory.

PATANJALI SUPPLY CHAIN

The three phases of patanjali’s supply chain are product flow, information flow and cash
flow. Patanjali has recently completed a tie up with Future group to sell the products. They
also sell their products through their own outlets opened in almost every district/city of India.
Each outlet has to send their demand to central office at Hardiwar. Then as per the demand,
various products are gathered from various units of Patanjali. The items are delivered to
outlets majorly through Patanjali transport.

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COMPETITORS OF PATANJALI
 Marico
 HUL (Hindustan Unilever Limited)
 The Himalaya Drug Company
 Zandu Pharmaceutical Works
 SKM Siddha and Ayurveda
 Dabur
 VICCO Laboratories
 Arogya Bhawan
 Babuline Pharma
 Charak Pharmaceuticals

FMCG INDUSTRY PROFILE

Rarely do capital market experts look beyond the universe of companies listed on the stock
exchanges. Their spreadsheets, presentations and analysis revolve around the financial ratios
of listed companies that report their revenues and profits at regular intervals.
Home-grown ecommerce stars like Flipkart, Snapdeal and Paytm, among others, have caught
the attention of such analysts with their advertising blitzkriegs and profit-eroding discount
sales.
But, there is one unlisted company that is now on the radar of almost all the big brokerages; it
is not burning cash and boasts of a loyal following, traits that are uncommon in the
ecommerce space where profits are a distant dream. The company is Patanjali Ayurved Ltd
(PAL).
Patanjali is clearly targetting much older fast-moving consumer goods (FMCG) majors like
Colgate-Palmolive, Nestle, Dabur and HUL; its wide array of products — including spices,
pulses, chyvanprash, toothpaste, shampoo, toothbrush, instant noodles, tea, jam, corn flakes
and also beauty products — competes directly with products from the heavyweights. A quick
glance at the packaging of a PAL product usually makes it clear which market-leader is being

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targetted; the design similarities do not seem coincidental. Patanjali is also taking on the big
players in other geographies, exporting its products to Canada, the USA, Mauritius and UK,
among other countries.
According to leading domestic brokerage IIFL, Patanjali’s main promoter is Acharya
Balkrishnan, who owns 93 per cent of the company; the remaining stake is owned by Sarwan
and Sunita Poddar, an NRI couple. Yoga teacher and television personality ‘Baba’ Ramdev
does not own any stake in the company, but he has played a huge part in the brand’s gaining
visibility, by marketing it in the numerous yoga camps that he holds across the country.
Baba Ramdev claims Patanjali will cross Rs10,000 crore in revenue by march 2017.

TARGET
With a reported turnover of Rs 10,561 crore in financial year 2017 (FY17), Baba Ramdev
and Acharya Balkrisha - led Patanjali Ayurved Limited (PAL) expects its revenue to hit Rs
20,000 crore mark in financial year 2017-18 (FY18).
Analysts, however, are sceptical and are of the view that Patanjali may not be able to achieve this
steep revenue target in FY18 purely on the basis of growth in the FMCG segment given the
current industry growth rates and that the revival in rural demand is still some time away.

REVENUES OF PATANJALI
YEAR REVENUES (In Rs Crores)
2010-11 317
2011-12 446
2012-13 850
2013-14 1200
2014-15 2006
2015-16 5000

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PRODUCTS OF PATANJALI
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 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.
Patanjali 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.

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In 2016, Patanjali has announced to enter the textile manufacturing centre. The company is
reported to manufacture not only traditional clothes such as Kurta Payjama but also popular
western clothes such as jeans.
On November 5, 2016, Patanjali announced that it will set up a new manufacturing plant
Patanjali Herbal and Mega Food Park in Balipara, Assam by investing ₹1,200 crore with the
manufacturing capacity of 1,000,000 tonnes of goods per year. The new plant will be the
largest facility of Patanjali in India and will be operational by March 2017. Patanjali already
has around 50 manufacturing units across India.

PATANJALI’S PIPELINE
Patanjali has a very strong pipeline, thanks to their innovative and huge R&D setup.

The new products include:

 Patanjali yoga wear (Vastram)

 Dant Kanti Advance
 Sugar free Chyawanprash
 Power Vita
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  Seabuck thorn dietry supplement

STRENGTHSWOT
 Spiritual connect with the consumer en masse.
 Herbal products with natural ingredients
 Strong and Innovative R&D
 Baba Ramdev – face of the brand

WEAKNESS
 Controversies like noodles not approved by FSSAI at the time of launching
 Products like putrajeewak which creates negative impact on the brand
 Strong competitors and low exports

OPPORTUNITY
 There is a large domestic market for FMCG Products
 Low entry barrier for new and innovative herbal products

THREATS
 Competitors keeping a close eye on the growth of Patanjali Ayurveda
 Controversies around the Patanjali group
 Weak supply chain as compared to the competitors
INFORMATION OF PATANJALI MEDICINES

The Journal of the American Medical Association (JAMA) report on heavy metal content in
Ayurvedic medicines, along with Canada banning the import of Herbomineral preparations is
giving the industry sleepless nights.

Indian Government has done very little work on validation of our ancient science. According
to the Indian System of Medicine, the deficiency of essential minerals and metals could lead
the life towards many diseases. The western world also relying upon this fact and their

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medicine system is also prescribe the use of metals in different forms for example: Iron,
Calcium, Aluminium etc.

The modern medicine of cancer uses the active constituents of platinum as chemotherapeutic
agent. So for the Govt. of India has not done the enough work for authentication, validation
and research studies on the literature of ISM where as the ISM has been reliably practiced a
successfully used since more than 5000 years.

Though everyone disagrees that Herbomineral medicines in general are toxic, there is a need
for robust testing methods to prove the safety and efficacy of the age-old system of Indian
medicine. The foundation of Patanjali Ayurved Ltd. Operation is the legacy of researching
nature. Patanjali Ayurved Ltd. is dedicated to produce highest quality Herbomineral
medicines which involves the rigorous process for raw, in-process and final production of
drugs.

Even though bhasmas and heavy metals are an inherent part of the Ayurvedic system of
medicine, there is a restriction on the amount of metal that is allowed in an Herbomineral
preparations. Patanjali Ayurved Ltd is committed to follow the norms of national and
international regulatory bodies and want to come out with a vision to produce the drugs in
permissible limits for the four heavy metals. Final formulations of Patanjali Ayurved Ltd
medicens are to be tested for four metals according to the ordinance. The four metals are
Arsenic (As), Lead (Pb), Mercury (Hg) and Cadmium (Cd),” Previously not all this mandate
of heavy metals testing was followed by the many manufactures, which is highly essential.
Patanjali Ayurved Ltd has taken this challenge and committed to produce the Herbomineral
preparations conforming to International Standards.

Patanjali Ayurved Ltd. Will also have a "need based" approach to research on medicinal
plants including screening of plants for biological activity. Research efforts could thus be
directed for a number of above-mentioned diseases for which suitable drugs are not available
in the modern system of medicine and where Herbomineral preparations have a possibility of
offering new drugs.

Patanjali Ayurved Ltd. is passionate in Clinical and Pre-clinical Research for Natural
Therapeutic Agents or Nutraceuticals. Because of our understanding of the Natural Product

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chemistry, analysis and peculiar features of Herbomineral therapy, we are well placed in
designing, overseeing and reporting drug trials involving natural products.

Patanjali Ayurved Ltd is capable to cater range of products all over the country viz. capsules,
Bhasma, various extracts, Ghansatva, Eye- Drops, herbal Cosmetics Shampoo and Soap
working in 3 shifts. The ultimate goal of “sarve santu niramaya” of Patanjali Ayurved Ltd. is
met through the production of quality and standardized medicines, scientifically.
The following criteria for planning, Design, Construction of Pharmaceutical Unit are
considered:

(1) Unit is designed to enable manufacturing and packaging of Herbomineral preparations.

(2) Expansion in capacity of plant can be easily adopted. The designs have adequate
provisions capacity adjustment and increase.
(3) Units are designed for automatic and semiautomatic and manual operation.
(4) The design will fulfill GMP requirements for International Trade of various products.

QUALITY POLICY

We at Patanjali Ayurved Ltd. are committed to produce best quality Herbomineral products
and create a disease free society by promoting Yoga, Spirituality and Ayurveda with rituals
and scientific knowledge.Our goal is to achieve customer satisfaction through customer focus
and continual improvement by effective implementation of “Quality Management System”.

PATANJALI: EMULATING MNCS OR PROPAGATING AYURVEDA?

It is no longer a question of whether yoga guru Baba Ramdev’s Patanjali Ayurved will
challenge large listed companies; but it is not clear which ones will be affected and how
seriously. Large brokerage firms have begun to analyse this unlisted competitor that is
recording scorching growth, to keep track of the ‘baba-threat’ to a range of listed companies.
Many of us, who have tried Patanjali soaps, toothpastes, shampoos, ghee, honey and a host of
daily-use products, have not gone back to regular MNC brands. So the value proposition in

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terms of product quality and pricing is high even without the additional ingredient of ‘blind
trust’ that millions of his followers have in the man.

The baba-impact is also evident in the not-so-subtle change in the product propositions of
large multinational companies: a malted beverage has suddenly discovered the virtues of
almonds and honey and a multinational corporation’s (MNC’s) toothpaste has discovered the
virtues of neem and charcoal.

But where exactly is Patanjali headed? If you try matching the statements of Baba Ramdev
and his partner Acharya Balakrishna with actions, things get rather confusing. Both have
piously said that their goal is to propagate Ayurveda, packaged attractively. In an interview
to The Economic Times, Acharya Balakrishna says, “We are here to propagate ayurveda, not
compete.” But aren’t facts on the ground rather contrary? Patanjali’s recent fruit juice
advertisement appeals to stockists to give prominence to Patanjali products in “your shops as
well as your hearts” and has some babble like—“together we can turn the SWADESHI dream
of Mahatma Gandhi, Bhagat Singh and Ram Prasad Bismil into a reality.”

If Patanjali’s focus is on pure, healthy food that incorporates the benefits of ayurvedic herbs
and medicines, it is excellent. But selling fruit juices with preservatives (just a claim of more
fruit pulp), with packaging that emulates big home-grown brands such as Dabur and then
setting up a ‘swadeshi-videshi’ situation, is rather disingenuous. In fact, the whole swadeshi-
based value proposition sounds like a sham, 69 years after independence; that, too, when the
nation takes pride in the fact that people of Indian origin are heading those very
multinationals that the baba wants to take on.

Similarly, what is ‘ayurvedic’ about noodles, cornflakes and biscuits, coming off the
assembly lines of a factory which imitate large MNC brands with just ‘whole wheat’ as the
health proposition? Or about detergents and floor-cleaners set up in direct competition with
MNC brands? And do the claims of ‘anti-bacterial neem and lemon’ go beyond added
fragrance? It is these mixed signals and confusion that is worrying.

As a convert to Patanjali products, I would rather see Baba Ramdev making products that
discard all the high sugar and sodium content as well as chemical stabilisers, emulsifiers,
colour, PH-balancers and tastemakers that give the slick look and tempting feel to mass-
produced food. If Baba Ramdev’s swadeshi proposition involved production and propagation
of nutritious and hygienically produced Indian foods, rather than imitating MNC biscuit

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brands like Marie, and Monaco, it would ring more true. That would really be about “taking
Indians back to their roots,” as Baba Ramdev claimed to an international publication.

Undoubtedly, Patanjali has successfully disrupted various distinct multinational fiefdoms. He

is a threat to a wide swathe of companies from P&G, Colgate and Unilever to Nestlé Rickett
Benkiser, Dabur, Emami, Marico, Godrej and others with his arsenal of 500+ products. It was
already a Rs2,000-crore brand before large companies and analysts took note of him and, in
less than two years since then, Patanjali Ayurveda is set to be a Rs5,000-c.

AIM AND OBJECTIVES OF PATANJALI

1. To make a disease free world through a scientific approach to Yog and Ayurved.

2. To establish a new World Health Organization and fulfill the resolution of making a new
world order - free from disease and medicine through research on the knowledge base of our
great saints and sages viz. Maharshi Patanjali, Charak and Sushrut.

3. To establish with a scientific approach, pran (breath) as a medicine for the treatment of all
curable and incurable diseases by extensive research in Pranayam/Yog.

4. To propagate Pranayam as a free medicine, for the treatment of diseases, across the globe,
through in-depth research within the parameters of modern medical science. This will enable
both the rich and poor to avail its benefts in order to attain sound health.

5. To make the world a peaceful and tranquil place by using yogic techniques to eradicate
fatal effects of medicines and weapons.

6. To study and research the subjects of yajna, organic agriculture, cow urine, nature and
environment in addition to the study and research in Yog & Ayurved at the research centre of
the institution.

7. To form a new integrated system of treatment based on extensive research not only of the
techniques of Yoga & Ayurveda but also use of Allopathy for surgery and emergency cases
and other systems of medicine like Homoeopathy, Unani and Acupressure to soothe patients
suffering from unbearable pains and rid them of diseases.

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8. To evaluate methods of treating the physical, etheric, astral, mental and causal body
beyond the present incomplete system of treatment which cures the physical body alone.

9. To begin degree and diploma courses in disciplines of Yoga & Ayurveda.

10. To set up an equalitarian society based upon values of spiritualism, nationalism and
justice by going beyond the boundaries of cast, creed, class and religion for the country's
development.

11. To create an environment in departments of education, health, armed forces,

administration, industry and business that inspires them to adopt Yog as a regular &
necessary practiceS.

12. To establish India as the strongest economic and cultural power in the world and provide
an environment for every citizen of the world to live with pride.

13. To realize the dream of a healthy, strong, prosperous and advanced India, free from biases
of the caste, creed, religion, region, corruption and violence through Yog.

14. To provide absolutely free lodging, boarding and medical treatment for the economically
weaker sections of society.

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OBJECTIVE OF STUDY

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OBJECTIVE OF STUDY
From the days of industrial revolution when goods & services were produced to the present
day, the emphasis has shifted from the producers to the consumer and his needs, and with the
consumer becoming more involved, in the marketing process there is greater need for
information regarding the consumer needs. Preferences and making them satisfied of the
products & services, has led to a constant but increasing need to conduct marketing research.
This research is an insight into the mind of the consumer, with the help of which the
organizations will become aware of their products and in turn can also make improvements in
the product regarding the level of satisfaction of the consumers towards their offerings in the
market place. The basic need of this project is to know the consumer perception towards
indian FMCG products amongst the respondents, with regard to “PATANJALI” services and
its products.

The objectives of this study are as follows:

1. Main objective is to identify customer perception towards Indian FMCG Products.
2. To identify the reasons for buying behaviour towards Patanjali.
3. To analyse and identify the reasons for growth of Patanjali.

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REVIEW OF LITERATURE

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REVIEW OF LITERATURE

Customer Perceptions about Branding and Purchase Intention: A Study of FMCG in an

Emerging Market,Muhammad Irfan Tariq , Muhammad Rafay Nawaz , Muhammad
Musarrat Nawaz , Hashim Awais Butt,ISSN 2090-4304 Journal of Basic and Applied
Scientific Research www.textroad.com.
Purchase intention is the implied promise to one’s self to buy the product again whenever one
makes next trip to the market. It has a substantial importance because the companies want to
increase the sale of specific product for the purpose to maximize their profit. Purchase
intention depicts the impression of customer retention. There are certain functions of the
brand which have a strong influence on the purchase intention of the customer’s i.e. brand
image, product quality, product knowledge, product involvement, product attributes and
brand loyalty. This study will show the purchase behavior of the customers that how general
public attract to make purchase of the branded product and also reveal the important aspects
which are quite necessary to capture the purchase intention of the customers. This research
helps to categorize that among these aspects which factors have significant effect on the
purchase intention of the patrons.

Perceived quality: A market driven and consumer oriented approach,Peter A.M. Oude
Ophuis.
Quality is discussed in terms of perceived quality, a perception process that may have a
different content for various persons, products and places. Several elements of an integrative
model of the quality perception process are addressed. Quality cues can be intrinsic or
extrinsic and are used by consumers to form more abstract beliefs about the quality of a
product. Experience quality attributes are based on actual consumption while credence
quality attributes remain purely cognitive. The quality perception model can be used to bridge
the gap between producer defined quality and consumer based quality perception. This
quality guidance approach offers a useful framework for further identification and
measurement of relevant quality parameters.

CONSUMER BEHAVIOR TOWARDS THE NEW PACKAGING OF FMCG

PRODUCTS,ISSN 2277-1166,Assistant Professor, S. K. College of Business
Management, Hemchandracharya North Gujarat University, Patan

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“Packaging is the container for a product – encompassing the physical appearance of the
container and including the design, color, shape, labeling and materials used” Packaging has
a huge role to play in the positioning of products. Package design shapes consumer
perceptions and can be the determining factor in point-of-purchase decisions which
characterize the majority of shopping occasions In recent years the marketing environment
has become increasingly complex and competitive. A product’s packaging is something
which all buyers experience and which has strong potential to engage the majority of the
target market. This makes it an extremely powerful and unique tool in the modern marketing
environment. In addition to its benefits in terms of reach, some marketers believe that
packaging is actually more influential than advertising in influencing consumers, as it has a
more direct impact on how they perceive and experience the product.

Consumer perception of poultry meat and the importance of country of origin in a

purchase making process, March 2009, pp. 65-74
The development of the global poultry meat market has, in recent years, been marked by
rapid, unexpected and complex changes. The poultry meat industry is one of the most
competitive international sectors and is currently in its mature stage of development. In order
to maintain their competitive position on the market, companies have to constantly prove
themselves by supplying innovative products and processes.This review focuses on recent trends
in Slovenia, and the aim is to demonstrate how the present situation in Slovenia fits into the general
trends within the European Union.

Green marketing: Consumers´ Attitude towards Eco-friendly Products and Purchase

Intention in the Fast Moving Consumer Goods (FMCG) sector,Umeå University,
Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business
Administration.
The research study is on the green marketing but specifically on consumers’ attitudes and
purchase intention of eco-friendly products. It has been the global concern for the purpose of
the preservation of the polluting and degradation of environment. Many studies have been
done on the green marketing exploring the importance of the topic and relationship to the
attitude and purchasing behavior of the consumers of eco-friendly products. Through the vital
information provided by the expertise, competent and experience researchers, companies
have understood the importance of green marketing in order to produce eco-friendly products

26
and these provided much rich information for the literature studies of the thesis. The
objective of this research was looked.

The influence of retailing-mix levers on private label market share: The case of the
Italian FMCG market,Edoardo Fornari , Daniele Fornari, Sebastiano Grandi, Mario
Menegatti.
An in-depth analysis of the impact of retailing-mix levers on private label market share in the
Fast Moving Consumer Goods sector in Italy is made. The direction and intensity of the
impact of assortment, price and sales promotion is measured for different product categories.
OLS and GMM regressions run on an IRI Group dataset indicate a strong positive effect of
product range, which can be considered as a proxy of on-shelf brand visibility. Increasing
private label assortment share thus appears to constitute the key supply-side factor in
augmenting sales share on the Italian grocery retailing market.

The impact of customer-based brand equity on the operational performance of FMCG

companies in India, Bijune C.Mohan,A.H. SEQUEIRA.
Measurement of brand equity has posed a big challenge to the companies in the Indian fast
moving consumer goods (FMCG) industry. This paper investigates the impact of brand
equity on the operational performance of businesses in the Indian FMCG industry. The
research study adopts descriptive and exploratory approaches. The results indicate that there
is correlation between brand equity and operational performance of business. The practical
implications of the findings are that brand equity has to be effectively managed for improved
operational performance of business.

Customers’ Perception towards the Fast Moving Consumer Goods in Rural Market: An
Analysis Dr. Surinder Singh Kundu Assistant Prof. & Incharge, Department Of
Commerce, Chaudhary Devi Lal University, Sirsa,International Journal of Techno-
Management Research, Vol. 01, Issue 02, September 2013 ISSN: 2321-3744.
As we know, consumers have different frame of references formed out of the information
gathered from their experience. They try to fit the goods and services in these frames of
references. If they do not fit they reject the things. Many of these reference points are
subconscious because they are deeply imbedded in the subconscious mind. It is important to
have knowledge of assumptions and beliefs held by consumers. Some consumers may use

27
price as an index of quality. They may declare a product or service as cheap if it sells at a
price substantially below the level at which competitive brands are selling. Consumers make
a number of assumptions regarding products, services and producers often without fact, e.g.
the beer in pastel colour bottles is thought to be lighter and beer in the coloured bottles is
considered stronger. Similarly, natural fabrics e.g. wool are considered better that synthetic;
and the products produced in one country are considered superior than produced in other
country. Attributes and beliefs are closely related to attitude but harder to change than
attitudes. Many times, they are obtained from previous generations and are implanted in an
early age of person. People above certain group affiliations and their assumptions and beliefs
are drawn from affiliations as in the case of a social class.

Studying the Influence of Packaging Design on Consumer Perceptions (of Dairy

Products) Using Categorizing and Perceptual Mapping,First published: 20 June 2012,
D. Lutters journal, Paper Presented at IAPRI World Conference 2012.
Food packaging plays an important role in attracting consumers' attention and generating
expectations in the consumer that in turn affect their product perception and buying
behaviour. In the present study, ‘categorizing’ and ‘perceptual mapping’—diametrically
opposed methods (predefined criteria vs consumer criteria)—were used to study the influence
of packaging design on consumer perceptions of dairy products. Eighty-nine images of milk,
yoghurt and yoghurt drink with different graphical designs, sizes, shapes and materials were
presented to the participants. The participants were randomly divided in two groups, each of
which evaluated the samples using one method: categorizing or perceptual mapping. Both
categorizing and perceptual mapping have been demonstrated to be useful, simple and user-
friendly methods to determine the packaging design cues that influence the perception of
dairy products. However, perceptual mapping provided more subconscious perceptions than
the categorizing task.

Customer Loyalty in FMCG Sector of Pakistan,Khansa Zaman, Samina Bibi, Asma

Arshad, Aqeel Shahzad Riphah International UNIVERSITY, Information Management
and Business Review Vol. 4, No. 1, pp. 41-48, Jan 2012 (ISSN 2220-3796) Islamabad,
Pakistan.
Customer loyalty is more critical in Fast Moving Consumer Goods (FMCG) companies
because consumers shift rapidly from one product to another. The challenging task in the
current arena is to make customers loyal to ensure the long-term survival and profitability of

28
the firm. Managers of these companies therefore look for the ways to attract the potential
customers and to retain the existing customers. Customer loyalty remains an important and
ever discussing topic in the literature with lot of proposed moderating, mediating, and
independent variables. The purpose of writing this paper is to talk about the most critical
factors or variables, which contribute more in developing customer loyalty in FMCG sector.
Loyalty of customers is verified by the actions of its customers, customer can be very much
satisfied and not yet to be loyal. Islam (2008) predicts the relationship of trust,switching cost
and corporate image with customer loyalty. Results of the study indicate that though all
independent variables such as: switching cost, trust and corporate image have certain level of
relationship with independent variable i.e. customer loyalty; but customer loyalty only has
strongest relationship with trust. Similarly, Chiou and Droge (2006), declared relationship
between customer satisfaction and trust as a milestone of behavior loyalty.

Consumers’ Perceptions of Corporate Social Responsibility: Scale Development and

Validation, journal of business ethics September 2014, Volume 124, Issue 1, pp 101–
115, Öberseder, M., Schlegelmilch, B.B., Murphy, P.E. et al. J Bus Ethics (2014) 124:
101. doi:10.1007/s10551-013-1787-y.
Researchers and companies are paying increasing attention to corporate social
responsibility (CSR) programs and the reaction to them by consumers. Despite such
corporate efforts and an expanding literature exploring consumers’ response to CSR, it
remains unclear how consumers perceive CSR and which “Gestalt” consumers have in
mind when considering CSR. Academics and managers lack a tool for measuring
consumers’ perceptions of CSR (CPCSR). This research explores CPCSR and develops a
measurement model. Based on qualitative data from interviews with managers and
consumers, the authors develop a conceptualization of CPCSR. Subsequently, model testing
and validating occurs on three large quantitative data sets. The conceptualization and the
measurement scale can assist companies to assess CPCSR relative to their performance.
They also enable managers in identifying shortcomings in CSR engagement and/or
communication. Finally, the paper discusses implications for marketing practice and future
research.

29
RESEARCH METHODOLOGY

30
RESEARCH METHODOLOGY
What is research methodology ?
The process used to collect information and data for the purpose of making business
decisions. The methodology may include publication research, interviews, surveys and
other research techniques, and could include both present and historical information.

The methodology is the general research strategy that outlines the way in which
research is to be undertaken and, among other things, identifies the methods to be
used in it. These methods, described in the methodology, define the means or modes of
data collection or, sometimes, how a specific result is to be calculated.
Methodology does not define specific methods, even though much attention is given to
the nature and kinds of processes to be followed in a particular procedure or to attain
an objective.

When proper to a study of methodology, such processes constitute a constructive

generic framework, and may therefore be broken down into sub-processes, combined,
or their sequence changed. Any description of a means of calculation of a specific result
is always a description of a method and never a description of a methodology. It is thus
important to avoid using methodology as a synonym for method or body of methods.
Doing this shifts it away from its true epistemological meaning and reduces it to being
the procedure itself, or the set of tools, or the instruments that should have been its
outcome. A methodology is the design process for carrying out research or the
development of a procedure and is not in itself an instrument, or method, or procedure
for doing things.

Methodology and method are not interchangeable. In recent years however, there has
been a tendency to use methodology as a "pretentious substitute for the
word method". Using methodology as a synonym for method or set of methods leads to
confusion and misinterpretation and undermines the proper analysis that should go
into designing research

31
Methodology” implies more than simply the methods you intend to use to collect data.
It is often necessary to include a consideration of the concepts and theories which
underlie the methods.

The methods should be described in enough detail for the study to be replicated, or at
least repeated in a similar way in another situation. Every stage should be explained
and justified with clear reasons for the choice of your particular methods and materials.
There are many different ways to approach the research that fulfills the requirements
of a dissertation. These may vary both within and between disciplines.

Importance of Understanding Methodology

Let's imagine we are researching the effects of children eating carrots three times a
week. To do this we will divide households into two categories: those who eat carrots at
least three times a week and those who do not. Our results show that a positive
relationship exists between children who need glasses and children who do not eat
carrots often. Should we conclude that children who eat carrots at least three times a
week will have better eyesight?
Before we answer this question, let's think about research methods. If you are going to
understand an area of study, you have to become familiar with the research methods it
uses. This is especially important for the study of human growth and development
because many different research designs can be used.

Different research methods have different purposes and different levels of validity. This
is one measure that helps determine how accurate the results of a research method
are. Validity is a term that refers to whether or not a study measures what it's supposed
to measure. The results of a study provide stronger evidence if the research has a
higher measure of validity.

If you have already formed an opinion about the relationship of carrots and eyesight,
let's see if this opinion remains the same after we look at two different research

32
methods used in human growth and development research, and understand what the
results mean.

Data Collection Method

Market research requires two types of data i.e. Secondary data and Primary data.
Primary data has been used abundantly for the study. Questionnaire is prepared &the
survey was undertaken. Feedback and suggestion for the store has been taken by asking
questions and observation has also done to gather primary information.

There is also a use of secondary data, collected from the various Journals, books,
websites& from store employees and management.
 Primary Data: Consumer survey through Questionnaire.
 Secondary Data: Journal, Annual Reports, Company Manual & websites.
 Location of Research: PATANJALI (NEW DELHI)
 Research Approach: Survey Method
 Research Design: Descriptive Research

Sampling Design:Since the study is restricted to Retail sector, all the functional
departments of Patanjali and the respondents are found at the store only so according to
the convenience they are being picked so sampling method is used in this study is
Convenient Sampling.

 Sample Size: 99 Respondents

 Sampling Method: Convenience Sampling
 Sample Unit: Consumers of Patanjali
 Measuring Tool: Questionnaire
 Sampling Procedure: Simple Convenience Sampling of the consumers visiting
the store of Patanjali (New Delhi )
 Analysing tool:Excel
 Tabulation tool: Excel

33
 Questionnaire Design Process

Visual Design
 Attractive, uncluttered format with a professional, printed appearance
 Consider light pastel colors, illustrations
 Avoid excessively small or unusual fonts
 Number and carefully align questions and response options
 Avoid loose pages; booklet format if possible.
 Avoid splitting questions across columns/pages.
 Minimize the number and abruptness of format changes; use transitional sentences.

Steps in questionnaire design process

 Specify the information needed
 Specify the type of interviewing method
 Determine the content of individual question
 Design a question to overcome respondent’s unwillingness to answer
 Decide the question structure
 Determine the question wording
 Arrange the questions in proper order
 Identify the form and layout
 Reproduce the questionnaire
 Eliminate bugs by pre testing

Specify the Information Needed

 The continuous review specific components of the problem, the research questions,
and the hypotheses, will help keep the questionnaire focused.
 Questionnaires should also be designed with the target respondents in mind, taking
into account their educational level and experience.
 The language used and the context of the questions must all be familiar to the
respondents.

34
DATA ANALYSIS AND INTERPRETATION

35
DATA ANALYSIS

AGE

AGE FREQUENCY
LESS THAN
20Yrs 18
20-30Yrs 42
30-40Yrs 19
40-50Yrs 11
ABOVE 50Yrs 8
DATA
UNKNOWN 1
Grand Total 99

45
40
35
30
25
20
15
10
5
0
LESS THAN 20-30Yrs 30-40Yrs 40-50Yrs ABOVE 50Yrs DATA
20Yrs UNKNOWN

INTERPRETATION
From the above table, we can interpret that out of 99 respondents, 18 people fall under less
than 20 yrs, 42 people fall under 20-30 yrs, 19 people fall under 30-40yrs, 11 people fall
under 40-50yrs, 8 people fall under above 50yrs, 1 people fall under data unknown.

36
GENDER

GENDER FREQUENCY
MALE 47
FEMALE 52
Grand Total 99

53
52
52
51
50
49
48
47
47
46
45
44
MALE FEMALE

INTERPRETATION
We can interpretate that 47 people are in male, and 52 people are in female.

37
OCCUPATION

OCCUPATION FREQUENCY
student 35
service 37
business 14
housewife 7
other 6
Grand Total 99

40 37
35
35

30

25

20
14
15

10 7 6
5

0
student service business housewife other

INTERPRETATION
We can interpretate that 35 are students, 37 are service people, 14 people are business, 7
people are housewife, and 6 people are others.

38
SALARY

SALARY FREQUENCY
less than
20k 35
20-30k 20
30-40k 12
40-50k 15
above 50k 17
Grand Total 99

40
35
35

30

25
20
20 17
15
15 12
10

0
less than 20k 20-30k 30-40k 40-50k above 50k

INTERPRETATION
We can interpretate that 35 people are less than 20k, 20 people are 20-30k, 12 people are 30-
40k, 15 people are 40-50k, 17 people are above 50k.

39
Q1.What type of products do you purchase from patanjali?

Row Labels FREQUENCY

grocery products 20
daily use 40
consumables 9
medicines 11
fashion/makeup
products 19
Grand Total 99

45
40
40
35
30
25
20 19
20
15 11
9
10
5
0
grocery products daily use consumables medicines fashion/makeup
products

INTERPRETATION
We can interpretate that 20 people prefer grocery products, 40mpeople prefer daily use, 9
people prefer consumables products, 11 people prefer medicines, and 19 people prefer
fashion/makeup products.

40
Q2. What do you feel about the price of patanjali products?

Row Labels FREQUENCY

very high 13
high 29
average 46
low 9
very low 2
Grand Total 99

50 46
45
40
35
29
30
25
20
15 13
9
10
5 2
0
very high high average low very low

INTERPRETATION
We can interpretate that 13 people says very high price of patanjali products, 29 people says
high price of patanjali products, 46 people says average price of patanjali products, 9 people
says low price of patanjali products, and 2 people says very low price of patanjali products.

41
Q3. Do you like the quality of the product as compared to the multinational products?

GROUPS FRQUENCY
yes 60
no 39
Grand Total 99

70
60
60

50
39
40

30

20

10

0
yes no

INTERPRETATION
We can interpretate that 60 people like the quality of the product as compared to the
multinational products, 39 people don’t like the quality of the product as compared to the
multinational products.

42
Q4. Do you like the packaging of the product?

GROUPS FREQUENCY
yes 63
no 36
Grand Total 99

70
63
60

50

40 36

30

20

10

0
yes no

INTERPRETATION
WE can interpretate that 63 people like the packaging of the products, and 36 people don’t
like the packaging of the product.

43
Q5. If the Patanjali product is not available in the market, would you switch to another brand?

GROUPS FREQUENCY
yes 69
no 30
Grand Total 99

80
69
70

60

50

40
30
30

20

10

0
yes no

INTERPRETATION
We can interpretate that 69 people will switch to another brand, and 30 people will not
switch to another brand.

44
Q6. If no, then what is the reason for brand loyalty?

GROUPS FREQUENCY
cost 30
quality 46
availability 23
Grand Total 99

50 46
45
40
35
30
30
25 23

20
15
10
5
0
cost quality availability

INTERPRETATION
We can interpretate that 30 people prefer the cost, 46 people prefer the quality, and 23 people
prefer availability.

45
Q7. After using Pitanjali product would you like to purchase them again?

GROUPS FREQUENCY

yes 78
no 21
Grand Total 99

90
78
80
70
60
50
40
30
21
20
10
0
yes no

INTERPRETATION
We can interpretate that after usinf patanjali product 78 people will like to purchase them
again and 21 people will not like to purchase them.

46
Q8. After using Pitanjali products, would you like to try their new products?

GROUPS FREQUENCY
yes 59
no 40
Grand Total 99

70
59
60

50
40
40

30

20

10

0
yes no

INTERPRETATION
We can interpretate that 59 people like to try their new products, and 40 people will not try
their new products.

47
Q9. Who influence your buying behaviour?

GROUPS FREQUENCY
family 23
friends 24
advertisements 23
swadeshi 14
self 15
Grand Total 99

30

25 24
23 23

20
15
15 14

10

0
family friends advertisements swadeshi self

INTERPRETATION
We can interpretate that 29 people are influence by family, 24 people are influence by
friends, 23 people are influence by advertisements, 14 people are influence by swadeshi, and
15 people are influence by self.

48
 Q10. Mention the frequency of purchase of following type of products?
A. GROCERY PRODUCTS

GROUPS FREQUENCY
always 25
sometimes 41
often 18
not at all 15
Grand Total 99

45 41
40
35
30
25
25
20 18
15
15
10
5
0
always sometimes often not at all

INTERPRETATION
We can interpretate that the frequency of 25 people always purchase the grocery products, 41
people purchase sometimes, 18 people puchase often, and 15 people purchase not al all.

49
Q10B. DAILY USE

GROUPS FREQUENCY
always 26
sometimes 40
often 26
not at all 7
Grand Total 99

45
40
40
35
30 26 26
25
20
15
10 7
5
0
always sometimes often not at all

INTERPRETATION
We can interpretate that the frequency of 26 people always purchase daily use products, 20
ppeople purchase sometimes, 26 people purchase often, and 7 people purchase not at all.

50
Q10C. CONSUMABLES.

GROUPS FREQUENCY
always 15
sometimes 35
often 36
not at all 13
Grand Total 99

40
35 36
35

30

25

20
15
15 13

10

0
always sometimes often not at all

INTERPRETATION
We can interpretate that the frequency of 15 people purchase consumables goods always, 35
people purchase sometimes, 36 people purchase often, and 13 people purchase not at all.

51
Q10D. MEDICINES.

GROUPS FREQUENCY
always 18
sometimes 32
often 14
not at all 35
Grand Total 99

40
35
35 32
30

25

20 18
14
15

10

0
always sometimes often not at all

INTERPRETATION
We can intrepretate that 18 people purchase medicines always, 32 people purchase
sometimes, 14 people purchase often, and 35 people purchase not at all.

52
Q10E. FASHION/ MAKEUP PRODUCTS.

GROUPS FREQUENCY
always 24
sometimes 17
often 14
not at all 42
data
unknown 2
Grand Total 99

45 42
40
35
30
24
25
20 17
14
15
10
5 2
0
always sometimes often not at all data unknown

INTERPRETATION
We can interpretate that 24 people purchase fashion/makeup products always, 17 people
purchase sometimes, 14 people purchase often, 42 people purchase not at all, and 2 people
has data unknown.

53
FINDINGS

54
FINDINGS
1. The coverage is limited to only urban areas hence effort should be made to increase the
coverage in semi urban and rural areas as it increases the number of subscribers.

2. PATANJALI should create awareness amongst its customers regarding various services
that are being offered by it by increasing its sales promotion reach

3. Low income group people mostly visited to PATANJALI for shopping

4.We see that many people visited to other retail stores because lack of some facility like
variety etc.

55
CONCLUSION

56
CONCLUSION
Patanjali Products are becoming more popular in Indian market due to lower cost with best
quality. In addition to this the swadesh motto of Patanjali is creating huge impact on Indian
customers specially in rular areas. Hence as per quick market research it is observed that
Patanjali is leaving many brands behind in different segments and will soon become the
number one brand in India.

57
RECOMMENDATION

58
RECOMMENDATION

1. Variety: Patanjali offers a wide variety of products of different prices and different
qualities satisfying most of its customer.
2. Quality: Providing quality at low prices and having different types of products for
different income consumers is another advantage.
3. Price: As noted the prices and offers in Patanjali have been one of the main attractions and
reasons for its popularity. The price ranges and the products offered are very satisfying to the
consumers.
4. Middle class appeal: Considering the fact that there are a lot middle class families in
India, Patanjali has had a huge impact on the middle class section of India, the prices, quality
and sales strategy has helped in getting the middle income groups getting attracted towards
Patanjali.
5. Attractive sales: Patanjali has been known for its great sale and great offers. Patanjali has
had long lines of people waiting to get into the store for the sale. Therefore, the sales that
Patanjali has had has increased sales in a huge way due to the sales and offers, thus this has
been one of the main advantages of Patanjali.

59
LIMITATION OF THIS STUDY

60
LIMITATION OF THIS STUDY
1. Sample size is small.
2. The time for the study is limited.
3. Cost is high
4. Data provided by respondents may be biased.
5. Due lack of time many factors were ignored like validity test.

61
REFERENCES AND BIBLOGRAPHY

62
REFERENCES

Customer Perceptions about Branding and Purchase Intention: A Study of FMCG in an Emerging
Market, Muhammad Irfan Tariq* 1 , Muhammad Rafay Nawaz2 , Muhammad Musarrat
Nawaz3 , Hashim Awais Butt4,ISSN 2090-4304 Journal of Basic and Applied Scientific
Research www.textroad.com.

Perceived quality: A market driven and consumer oriented approach,Peter A.M. Oude
Ophuis. Author links open the author workspace.HAN cm vans.

CONSUMER BEHAVIOR TOWARDS THE NEW PACKAGING OF FMCG PRODUCTS,

ISSN 2277-1166,Assistant Professor, S. K. College of Business Management,
Hemchandracharya North Gujarat University, Patan Email: deliya.mitul@gmail.com.

Consumer perception of poultry meat and the importance of country of origin in a purchase
making process, March 2009, pp. 65-74.

Green marketing: Consumers´ Attitude towards Eco-friendly Products and Purchase Intention
in the Fast Moving Consumer Goods (FMCG) sector, Umeå University, Faculty of Social
Sciences, Umeå School of Business and Economics (USBE), Business Administration.

The influence of retailing-mix levers on private label market share: The case of the Italian
FMCG market,Edoardo Fornari , Daniele Fornari, Sebastiano Grandi, Mario Menegatti.

The impact of customer-based brand equity on the operational performance of FMCG

companies in India, Bijune C.Mohan,A.H. SEQUEIRA.
Customers’ Perception towards the Fast Moving Consumer Goods in Rural Market: An
Analysis Dr. Surinder Singh Kundu Assistant Prof. & Incharge, Department Of Commerce,
Chaudhary Devi Lal University, Sirsa,International Journal of Techno-Management
Research, Vol. 01, Issue 02, September 2013 ISSN: 2321-3744.

63
Customer Loyalty in FMCG Sector of Pakistan, *Khansa Zaman, Samina Bibi, Asma Arshad,
Aqeel Shahzad Riphah International UNIVERSITY, Information Management and Business
Review Vol. 4, No. 1, pp. 41-48, Jan 2012 (ISSN 2220-3796) Islamabad, Pakistan.

64
BIBLOGRAPHY

Marketing management Philip Kotler.

www.wikipedia.com

Company manuals

Company report

http://search.ebscohost.com

http://jgateplus.com

https://ndl.iitkgp.ac.in

WWW.scholar.google.com

65
QUESTONNAIRE

66
 QUESTIONNAIRE

TITLE- AN IMPERICAL STUDY ON ANALYSING CUSTOMER PERCEPTION

TOWARDS INDIAN FMCG WITH SPECIAL REFERENCE TO PATANJALI
AYURVED LIMITED.
OBJECTIVES
1. Main Objective is to identify customer perception towards Indian FMCG Products.
2. To identify the reasons for buying behaviour towards Patanjali.
3. To analyse and identify the reasons for growth of Patanjali.
Name _____________________________________________________________
Gender a)male b)female
Age a)less then 20 b)20-30 c)30-40 d)40-50 e)above 50
Salary a)< 20K b)20-30K c)30-40K d)40-50K e)Above 50K
Occupation a)Student b)service c)business d)housewife e)other_______
1. What type of products do you purchase from patanjali?
a) Grocery products b)daily use c)consumables d)Medicines
e) Fashion/Makeup Product
2. What do you feel about the price of patanjali products?
a)very high b)high c)average d)low e)Very Low
3. Do you like the quality of the product as compared to the multinational products?
a)yes b) no
4. Do you like the packaging of the product?
a)Yes b)no
5. If the Patanjali product is not available in the market, would you switch to another brand?
a)Yes b) No
6. If no, then what is the reason for brand loyalty?
a)Cost b)quality c)availability
7. After using Pitanjali product would you like to purchase them again?
a)Yes b) No

8. After using Pitanjali products, would you like to try their new products?
a)Yes b) No
9. Who influence your buying behaviour?
a)family b)friends c)advertisements d)swadeshi e)self
10. Mention the frequency of purchase of following type of products?
ALWAYS SOMETIMES OFTEN NOT AT ALL
GROCERY
PRODUCTS
DAILY USE
CONSUMABLES
MEDICINES
FASHION/MAKEUP
PRODUCTS

67
DATA TABULATION

68