“A STUDY ON CUSTOMER SATISFACTION TOWARDS

THE PATANJALI PRODUCTS”

Submitted for partial fulfilment of requirement for the award of degree

Of
Master of Business & Administration( HRM and Marketing)

Of
PUNJAB TECHNICAL UNIVERSITY, JALANDHAR

(Session 2018 – 2019)

Submitted to: Ms. Neha Bansal Submitted by: Prabhjot

kaur

Faculty of pyramid college of business & technology, Roll No;

1734767

Phagwara.

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 CERTIFICATE I

This is to certify that the dissertation entitled, ‘A study on customer satisfaction towards
Patanjali products’ submitted for the degree of Master of Business Administration, in the
subject of Marketing (Elective II: HR) of the pyramid college of business & technology,
Phagwara is a research work carried out by Prabhjot Kaur under my supervision and that no
part of this dissertation has been submitted for any other degree.

The assistance and help received during the course of investigation have been fully
acknowledged.

Supervisor

CERTIFICATE II

2
This is to certify that the dissertation entitled, ‘A study on customer satisfaction towards
Patanjali products’ submitted by Prabhjot Kaur to the pyramid college of business &
technology , Phagwara, in partial fulfilment of the requirements for the degree of Master of
Business Administration, in the subject of Marketing Elective II: HR has been approved by
the respective supervisor and head of the department after an oral examination on the same.

Supervisor External Examiner

Head of the Department

ACKNOWLEDGEMENT

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This is to express my sincere gratitude to all those who have helped me in the successful
completion of this project report.

I am profoundly thanks full to Ms. Neha Bansal for his encouragement in bringing out this
project report and for his value able suggestions and information, support and guidance the
ground of which I have acquired a new field of knowledge the course structure created for
curriculum has benefited with inclusion of recent development in an organizations.

I acknowledge the help received from all the respondents in collecting the data and their
cooperation in completing this project.

I am highly indebted to my family and friends for their valuable help, suggestions and
support throughout the preparation of this project report.

ABSTRACT

The purpose of this study was to check the effect of brand image on brand loyalty and the

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Role of customer satisfaction also. Quantitative study was conducted in Phagwara. Sample of
100 Local people were selected and surveyed through questionnaires.
SPSS and t-tests were run to analyze the data. Finding reveals that positive and significant
relation exists Brand loyalty and Customer satisfaction also has a positive moderating effect
on this relation. The sample size was too short. This study can be replicated with a large
sample size in similar sector or context. The impact of marketing communications and
consumers’ knowledge on brand loyalty can also is studied to enhance the study.
Organizations ought to pay special attention to achieving customer satisfaction. And through
this they would also be successful in achieving brand loyalty. The study was carried on to
observe the customer satisfaction of products of Patanjali Yogpeeth in Phagwara. Nowadays
there is witnessed a heavy change in the FMCG sector, people are getting more inclined
towards the ayurvedic and herbal products as well as they are more cautious towards their
health issues. More of yoga and consumption of herbal product is creating revolution in the
society. It was found that in small cities people have heavy faith on Patanjali products as a
medicine. The different books and magazines are also published of Patanjali Yogpeeth which
are concentrating on the health of the people as well as different aasanas and pranayama are
more effective as well as popular within the people all over the places in
country

TABLE OF CONTENTS

Project title 1

Certificate 2-3

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Acknowledgement 4

Abstract 5

CHAPTER NO. CHAPTER TITLE PAGE NO.

CHAPTER 1. INTRODUCTION 8

1.1 INTRODUCTION OF COMPANY PROFILE 9-14

1.2 HISTROY OF PATANJALI 14-26

1.3 INTRODUCTION OF PATANJALI 26

1.4 FACTORS FFECTING CUSTOMER 26-27
SATISFACTION
1.5 STAGES OF CUSTOMER SATISFACTION 28
PROCESS
CHAPTER 2. REVIEW OF LITERATURE 29-31
CHAPTER 3. NEED, SCOPE AND OBJECTIVES 32-33
CHAPTER 4. RESEARCH METHODOLOGY 34
4.1 DATA COLLECTION 35
4.2 RESEARCH DESIGN 36
4.3 SAMPLE UNIT,DESIGN, SIZE SAMPLING 36-37
TECHNIQUE
CHAPTER 5. DATA ANALYSIS 38-49
CHAPTER 6. FINDINGS, SUGESTIONS & CONCLUSION 50-52
References 53
Appendix 54-56

List of TABLE

S no. Title Page no.

5.1 Gender 39
5.2 Age group 39
5.3 Occupation 40

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5.4 Aware about patanjali 41
5.5 How long you have used 42
5.6 Which patanjali product 45
used
5.7 Compare patanjali 46-
product 47
5.8 Test 48

List of figure

S no. Title Page no.

1.1 Sales turnover 14
1.2 Total income 15
composition
1.3 List of product list 23
1.4 Pricing of products 26
5.1 Gender 39
5.2 Age group 40
5.3 Occupation 41
5.4 Aware about patanjali 42
5.5 How long you have used 43
5.6 Which patanjali product 44
used
5.7 Compare patanjali 46
product

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 CHAPTER – 1
INTRODUCTION

1.1 Introduction of company profile

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The Indian consumers are noted for the capricious condition of fundamental worth
introduction which has named Indians as a champion among the most watching consumers on
the planet. No uncertainties and additionally buts, riches brands need to outline a marvelous
surveying structure looking into the true blue goal to get a solid footing in the Indian market.
Indian consumers have an extraordinary condition of family introduction. This preface to be
perfectly honest, interfaces with the spreads 'family and sidekicks too. Brands with characters
that help family respects have a tendency to be unmistakable and seen sufficiently in the
Indian market. Indian consumers are in like way connected with inclinations of supporting,
care and love. These qualities are absolute all the all the all the more overwhelming those
estimations of objective and achievement. In Indian condition, perceptions about a particular
brand are crucial in light of the way that Indian customers rely on the impression of their vital
ones starting at now truly getting or using the thing. The impression of the general open
around us impacts our decision to buy or not to buy the thing. Discernments are uncommonly
subjective and in like way successfully misshaped. The weakness of securing and not
purchasing continues into the mind or the black box of the advancing toward customer unless
his decision isn't kept up by various thusly with a particular real objective to make due in the
impelling state of a nation like India, brands ought to be composed in the brains of
individuals.

India is starting at now a captivating focus for brands to set in light of faultless pushing
conditions. India has known to be an inside inspiration driving Herbal brands too since the
home made products are on a very basic level associated with the significant sentiment being
suppositions of the exhaustive group. A WHO (World Health Organization) consider gages
that 80 percent of aggregate masses depends on standard products for their social
confirmation rather than current pharmaceuticals essentially by nobility of signs and high cost
of present day strategy (Sharma, Shanker, Tyagi, Singh, and Rao, 2008) The general
homemade market products are around $6.2 billion and evaluated to reach $5 trillion by the
year 2050 (WHO and Kumar and Janagam, 2011) This paper finishes an examination on
what factors influence getting decision of the purchasers for stamp Patanjali. "Patanjali "- a
brand set up by Patanjali Ayurveda LTD is upheld by fruitful tending to and advance of
World acclaimed Guru Swami Ramdevji and a comprehensive pro on Ayurveda and
Traditional Herbs. The affiliation is define up with an objective to give unpreventable nature
of products at sensible cost and to get their customers free off the boundless ailments by
giving products which are typical and normal. This thought of Herbal and Pure has grabbed

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oblige in India and over the world since individuals now a days are more attracted towards
keeping themselves close Nature in light of their publicized timetables. Patanjali Ayurveda
LTD has more than 100 intriguing products in the stock for Skin, Hair, Heart, Eyes and
Kidney diseases. Patanjali's accessible tie up with Future Group to go into FMCG region
through Big Bazaar Retail stores is another gigantic ideal position towards the availability of
Patanjali Products near their consumers. The Patanjali Products have fittingly been set at
advantage by the general thought of "Progressing through Spirituality Patanjali Arogya
Kendra Is a proprietor concern unit tended to by its Proprietor T. Raju. We all in all in all
appreciate that Baba Ramdev Ayurvedic products have creature response from the general
open and it had tested the extensive group's need in both quality splendid and cost sharp.
Patanjali ayurvedic products which we used to get just in Patanjali Ayurvedic stores
engineered in striking urban social occasions couple of months back got open into every town
today. Today you can buy Baba Ramdev Patanjali products in Big Bazaar too. You can get
them from many sources like Divya Patanjali Ayurvedic Stores, Average markets, Big Bazaar
and from various others. Individuals can in like route deal with Patanjali products cures
through online from all honest to goodness electronic business locale near to master Patanjali
Ayurveda online store [4] . All products open at Divya Patanjali Stores are manufactured
with commonplace herbs and resources under the impression of star Ayurveda professionals
like Swami Baba Ramdev ji, Acharya Balkrishna ji and diverse other engineered specialists
from Patanjali Yogpeeth. Also, in Patanjali Ayurvedic stores you can get products and
medications for every single helpful issue. Patanjali Ayurvedic stores additionally offer
grandness mind products, sustenance snacks, sherbets, drinks, flavors, ayurvedic herbs, home
utilities, So for every last one of the all-inclusive community who are seeking after down the
Baba Ramdev Patanjali products list close to respect, I have become some data about the
products and pharmaceuticals from official Patanjali Ayurveda online store and demonstrated
those underneath near to the thing weight and cost sustained for the present year of 2016.
You can get wide arrangement of products from Patanjali Ayurvedic store from Ayurvedic
herbs to absolutely standard and sound treats. Other than being absolutely regular one other
explanation for Divya Patanjali products being perceptible is its cost. Extremely, all Divya
Patanjali products are incredibly trashy at cost and high in quality and total. Each work area
region class individual can manage the cost of the cost of Patanjali products. Each and every
one of these reasons made Patanjali products a colossal hit.

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Patanjali, a relatively young player in the Indian FMCG (Fast Moving Consumer Goods)
sector, has taken the Indian market by storm. Patanjali is a company that produces and sells
Ayurveda (Indian alternative herbal medicine) inspired goods. These include essential
household items such as shampoos, soaps, toothpastes, and several similar items. Latest data
indicates that the company grew by 150 percent from 2015 to 2016. The annual turnover
currently is around US$ 745 million. The company targets to hit a turnover of US$ 1.4 billion
in 2016-2017. The unprecedented growth begs us to question the reasons behind the
company’s success.

Patanjali grew because of three distinct reasons. Firstly, the identity of Patanjali products
resonated with the cultural identity of a large proportion of the Indian population. Secondly,
Patanjali promised high-quality products at a reasonable price. Finally, the aggressive
distribution pattern that the company undertook for its products helped its growth immensely.
The following sections assess the finer details of the three-pronged strategy that is at the heart
of Patanjali’s growth. Next, the article analyzes a few of the roadblocks that the company has
faced in recent months. The final section will assess the key take-away for companies that
plan to enter or are currently operating in India.

Cultural Mass Appeal

The products that Patanjali produces are marketed as historically and culturally indigenous
products. Patanjali has captured the imagination of the Indian consumer by posturing itself as
a brand that is extremely Indian. The difference in the branding has become more apparent as
other FMCG companies have tried to sell their products as modern and sophisticated, created
through innovative technology.

One notices that the Indian market still has a penchant for culturally rooted products. In
addition, Patanjali also advertises its products as being all-natural, meaning they do not have
any synthetic ingredients. The lesson for players entering the Indian market is simple.
Though Indian consumers have become more in-sync with the latest trends and preferences
that are gripping global markets, at the same time, they reflect strong preference for
traditional goods. Companies entering the Indian market should note that Indian consumers
often behave in an extremely idiosyncratic manner, which sets the Indian market apart.
Companies should ideally perform their due diligence in India through tools such as market-

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entry and market-expansion studies. These will create a sound foundation to their own
strategies to becoming successful in India.

Pricing Appeal

Indian consumers are earning more, with their purchasing power rising exponentially each
year. However, a large proportion of the Indian population is still extremely price sensitive.
While most consumers have money to burn, there is still a tendency for trying to find a
bargain. India’s consumers are also responsible for nearly 59 percent of the consumer
spending component of the GDP, which is illustrative of their economic power. Patanjali has
understood and developed a strategy to take advantage of the mindset that a large proportion
of the Indian population has.

Patanjali priced its products at almost half the rate of comparable products of other FMCG
brands. For instance, a popular shampoo from Proctor and Gamble India costs US$ 2.02,
while a Patanjali shampoo costs around US$ 1.2. Both products contain the same quantity.
Thus, Patanjali has managed to undercut the prices of its products, capturing a share of the
market from an established player. The fact that it did so for a sustained period reflects that
Patanjali has incorporated its pricing strategy into its product make/ quality. The ability to
market a low-price and high-quality strategy in India is a sure shot disruptor because in a
market as price-sensitive and large as India, the returns of such a strategy multiply manifold.
In this regard, to understand the Indian market and create and execute the ideal operating
strategy, companies can make use of tools such as consumer mapping.

Product Placement and Distribution

A number of companies in the Indian market fall at the final hurdle, namely product
placement and distribution. The final success of a company depends on its final good or
service. In Patanjali’s case, the company developed its model as a unique cultural and
affordable brand that shaped its end-to-end business strategy.

Patanjali sells at nearly 177,000 retail units. It now has plans to establish independent stores
in major cities. In addition, the company wants to open several stores in transport hubs such

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as bus terminals and railway stations, particularly in smaller cities. Patanjali has also been
able to develop a trustworthy system of vendors and distributors to ensure that their product
was available on shopping shelves. The company’s ability to gauge the reliability of its
distributing and vending partners ensure that Patanjali does not fall at the final hurdle. The
lesson for all companies planning to enter or currently operating in the Indian market is
clear. Due diligence on potential partners is vital in determining if a business will be
successful in India.

Patanjali’s Pitfalls

The company’s growth has come at a price. The ability to grow and produce various products
has helped the company to increase revenue exponentially. However, a number of products
produced by the company have recently come under regulatory scanners.

The Food Safety and Standards Authority of India (FSSAI) issued a notice to the company
for misleading advertisements. In addition, Patanjali faces legal risks from competitors. The
Solvent Extractors’ Association of India (SEA), a body of edible oil producers, claims that
Patanjali’s product advertising is faulty and derogatory. The competitors also approached the
Advertising Standards Council of India (ASCI) for relief when Patanjali created the
misleading advertisement and subsequently refused to withdraw the advert.

In addition, there have been allegations against the company of selling a few products
without proper licenses. They have also frequently been in the limelight in recent months for
hiring casual labor for testing their products. This hiring had not been supported by proper
paperwork. The pitfalls highlight the issues that a company might face, when they experience
unfettered growth in a market such as India. The growth often casts a veil over the flaws in
the operating procedures of the company. Companies planning to operate in India need to
recognize the importance of regulatory compliance. The regulatory agencies have become
stricter and often impose fines and curtail business operations in the event of violations by
companies. In such scenarios, companies should always tread very cautiously in the
regulatory landscape that India offers.

1.2 History of Patanjali

Patanjali Ayurveda- Entry into FMCG:

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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 Ayurveda – Current Market Insights:

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%.

Patanjali Sales (2012-2015)

Figure 1.1

Figure 1.2

Focus on revenue over profitability:

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As per the report by edelresearch “The company is well on course to achieve its targeted
revenue of ~INR50‐60bn in FY16 (INR20.2bn in FY15). Even though the thrust is not on
profitability, the company managed to clock ~20% EBITDA margin in FY15, aided by better
cost management (latest machinery and strong R&D capabilities) and lower A&P spends”

Proactive moves in Innovation:

Patanjali Ayurveda is aggressively planning to enter into every consumer category. Currently
Patanjali Ghee is expected to be at INR 12 billion in the financial year 2016 and if it gains
solid distribution expertise, it could pose a serious threat to its competitors. An innovative
R&D facility equipped with latest technology, Patanjali has also launched a mobile app
which helps the consumer to locate retail outlets and for online ordering of Patanjali products

Patanjali’s Supply Chain Management:

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.

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.

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Patanjali‘s R&D facility:
Patanjali’s R&D center has all the advanced technology and machinery required for testing
the products. The company also has a separate R&D department for each of its production
units. The company also has a high-end central R&D facility.

Products at R&D level :

 Butter milk in powdered form
 Weight gain and loss products
 Madhuram
 Masala Oats

Part 1: The Story of Birth

An Indian FMCG started in 2008 by Baba Ramdev and Acharya Balkrishna. Located in
Haridwar. This company has claimed a revenue of Rs 5000 crore, making the top names in
the game sweat.

I still remember waking up in my grandmothers home to the voice of Baba Ramdev

addressing thousands of people telecasted on TV. He would tell them how to do yogic
exercises and complementary tips to stay fit.

Almost 10 years later, I visit my grandmothers house and find Baba Ramdevs presence in
another form, Patanjali Ayurveda. And this is happening in a house which had Head &
Shoulders, Pears, Maggi, and products from all the top FMCG brands in the world.

But this fact, its all in the news.

o According to Bloomberg Compazine backorder , Patanjali has a turnover of Rs

5000 crore and expects to double this number by 2017.
o Pantajali Ayurvedas Sales growth coverage: Increased by 150%
o Order himcocid tablet Around 5000 retail outlets (seems like 5000 is a lucky
number for baba) sell its 477 products and has collaboration with
theAi??Future Group, Star Bazaar, Easyday and other hypermarket chains.
o According to TOI, Patanjali has garnered 4.5% market share. Whereas there
was a decrease of 60 points in case of Colgateone of the leaders in this sector.

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 o Ramdev was ranked 27th in the Future Companys 2016 list of The Most
Creative Businessman Mrsa antibiotic treatment bactrim

For marketers and strategists, it becomes really important to understand how and why it all
happened. While many Indian brands had struggled in the past, how come Ayurveda made its
mark and giving top brands a run for their money.

Where did Baba Ramdev come from?

According to Malcolm Gladwell, if one wants to be successful, he needs to work for 10,000
hours. Maybe Ramdev doesn’t know Malcolm Gladwell but he surely worked for over
10,000 hours.

He might be known for his overnight success, but only a few know about the amount of
training he has gone through to be here. He left the Macaulay education system and started
the Indian Vedic education system in the Gurukul of Kishangarh and Kalwa. He spent many
years studying ancient Indian scriptures and practicing meditation and self-discipline. He also
taught many villagers across Haryana when studying at Kalwa Gurukul before coming to
Haridwar and started preaching Yoga.

Struck the hammer when the iron was red hot

The 20th century had initiated westernization of India. While TV was selling like hotcakes,
Western influence and food made our lifestyle sedentary and unhealthy. At least thats what
many Indian parents had grown up to think. Thats where Baba Ramdev came into
theAi??picture.

He posed yoga as a solution to many health challenges. It was the answer to a healthy
lifestyle. Want to lose weight? Do yoga. Want to maintain weight? Do yoga. Want to cure
diabetes? Do yoga. It was the panacea for Indian peoplethe cure for all diseases.

He started out by teaching yoga to the Indian audience..

First, Sanskar and then Aastha Channel broadcasting his yoga shivirs in various cities. He got
a wide acceptance. He made the people realize that Indians have forgotten our old traditions
and art formsyoga being one of them. Elders of the family related to this combination of
spirituality and tradition and started this practice in their family too.

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Soon, Yoga became Har ghar ki kahaani. It was easy to do and was not exhausting like those
running and gym exercises. It was a matter of a few years when his influence could be seen in
all directions of India. With the Word of mouth publicity boosting the reach due to these
benefits. Many people started claiming that they had been cured using Babajis Yogic
techniques.

This step, though unintentional, was a significant step in Patanjalis initiate.

A recent example of opportunist attitude can be seen when Patanjali launched its Atta noodles
just when the leading brand in the business, Maggi, was not in the game.

Patanjali always had their hammer ready when the iron was red hot.

Built a strong community before launching a brand

Before Patanjali came into the picture, a large number of people were already following Baba
Ramdev and yoga. Plus, before building brand trust, people had already built their trust on his
idea. Yoga was solutions to many problems.

Even before launching his herbal and organic products Baba ram Dev had huge a number of
people ready to buy his product because when his yoga did wonders to them, why would his
products not?

In 2008, when Patanjali Ayurveda came into theAi??market, it generated a revenue of more
than 60 crores in the very first year.

Part 2: The story of marketing

We don’t know markets or marketing . . . but what we know is serving the people by
providing them high-quality products at attractive prices? says Acharya Balkrishna, Co-
founder, Patanjali

One of Patanjali’s secretingredient of success is theapplication of modern marketing

principles–something which many small and new businesses struggle at understanding.

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The TV commercials’anyone with a good marketing budget can do it. They have even
appointed advertising agencies–McCann and Mudr–for the next phase of growth.

But here’s an insider’s look into their marketing strategy.

1. A huge fan base

Before launching a full-fledged marketing campaign, Ramdev had already garnered people’s
attention. His yoga asanas and daily yoga rituals were already followed by people. Even
before launching the product, his followers trusted him.

For marketers, this is a valuable lesson. Instead of selling his products out rightly, he started
out by teaching his audience and building relation with them. Telling is the new selling!

“People do not buy goods and service. They buy relations, stories, and magic.” – Seth Godin.

Companies need to educate people and then connect with them. It is a more subtle way to
reach people and build a community around the central idea of your product. This not only
helps you get customers but the turn them into promoters of your brand.

2. Always in the news

Be it for the 2011 anti-corruption andolan or in support of Lokpal Bill, I haven’t seen a week
passed by without Baba Ramdev’s buzz. This helps him gain brand visibility. There are some
brands which are known by the face of their founders. Like Steve Job’s Apple and Richard
Branson’s Virgin Group, Patanjali is identified with the face of its founder.

3. Content marketing

Yes, you heard it right! Content marketing. It’s the new marketing principle to educate your
customers and Baba Ramdev and his team have been on the forefront.You must have heard of
content marketing being applied online but Baba Ramdev has even practiced it on TV.

After every Yoga session on TV, Acharya Balkrishna w0uldeducate people on the benefits of
herbs and how they can treat various ailments and diseases. Having discussed all this, he then
tells people about the products of Patanjali which contain them.

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Even on the various online social media platform, Baba Ramdev’s posts are full of good
content regarding Yoga and Ayurveda.

4. Smart Pricing policy

Since the production and promotion cost is less than what a new company in the business
usually spends, it automatically lessens the product cost. Now who would not like to buy
herbal natural products made in India which look expensive but don’t burn a hole in one’s
pocket?

5. Social Media

Wait! What!! When did he use it??

If you don’t know, Baba Ramdev has over 6.6 million likes on Facebook and 564 k followers
on Twitter as of May 2016.

He utilizes digital platform very well to educate, inform and engage people with his content
spreading awareness regarding the content and his brand . He interacts with his followers on
Twitter and Facebook by organizing live chats and also uses it as a medium to invite and
inform them about his camps, events, product announcement, and more.

Part 3: The Story of Branding

Patanjali has made a unique approach marketing by building a community before product
launch. Patanjali was always bound to meet new competition in the market. A good start
might not have been enough for them.

Though Patanjali made a good start ,without establishing themselves with a unique
positioning, they would not have been able to ever competed against brands from P&Gand
Hindustan Unilever.

Brand ambassador

Adi Godrej rightly said:

Patanjali is riding on Ramdev’s image, not products

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There are a very few ‘big’ companies in the world who are identified with the face of their
founder–Apple’s Steve Jobs and Virgin Group’s Richard Branson are the perfect examples.
For such companies, the founder is the brand ambassador.

Brand positioning

Every brand has a unique positioning. Vicco hasn’t–even if it looks so. This is where
Patanjali is different.

Most of the products by the FMCG companies are influenced by the Western medical ideas.
It will-add-some-deficient-chemical-or-nutrient-in-your-body-and-you-would-be-
great approach.

Patanjali did not join the race. They created a new one. It offered herbal and natural products
backed by the people’s beloved Indian medical science. It was the first Indian brand which
was turning the idea of using natural products into acult.

Plus, there was this idea of Swadeshi which Baba Ramdev would promote from time-to-time
in media and every time during his Yoga camps.

Brand consistency

Creating a consistent image about your company is crucial if you don’t want to make your
customers suspicious. Great brands always keep their brand personality, messages, tones,
images, and ideas consistent.

In 90’s, Dabur and Colgate had come up with some herbal products. Dabur had come up with
Vatika Henna Conditioning Shampoo while Colgate came up with some herbal toothpaste.
But they succumbed to trends and could no make an identity around the idea of natural
products.

Patanjali never budged from its central theme. It has always held to its core values and image.

And that’s the reason whenever a new Patanjali product enter market, consumers know it will
be organic and healthy even if it’s an instant noodle!

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Brand trust and faith

If you ever go into a Patanjali medicine outlet, you would not only find medicines but also
certified Ayurvedic Doctor for a free consultation.

This department has been given the highest priority and even people at Patanjali agree to it.
They always try to deliver on their promises, be it with their yoga benefits or products. This
trust and faith are another major reasons why people feel connected to Patanjali.

LIST OF PATANJALI PRODUCTS

They have a wide product line ranging from home care, cosmetics, health, food and
beverages and health drinks.

All their products are either 100% natural or with the minimum of chemical ingredients The
Soundarya Face Wash is highly popular with only natural ingredients in it’s such as tulsi,
amla, aloe vera, neem and orange peel extract. The Patanjali Sunscreen is all natural, made of
cucumber, wheat germ, mango ginger, turmeric, fenugreek, aloe vera, coconut oil and with an
SPF 30.

Their Coconut Hair washes shampoo consists of coconut oil, henna, methi, bhringraj, and
ghritkmari. Their Anti Wrinkle Cream is one of the most affordable creams in that category.

22
Apart from the above-listed products, some of the other most popular and highly rated
products include the Aloe Vera gel, Multani Mitti soap, Tejus beauty cream, Badam Rogan,
Divya Kanti Lep face mask, Boro Safe Antiseptic Cream, rose water and more.
For overall health, try their Amala juice which can be mixed with their Aloe Vera juice to
cure many ailments naturally.

Here is the complete list of Baba Ramdev’s Patanjali Products:

Skin Care Products by Swami Ramdev

Face Wash

NEEM TULSI FACE WASH 60 gm

ALOE VERA GEL 150 gm

HONEY ORANGE FACE WASH 60 gm

SAUNDRA FACE WASH 60 gm

23
 LEMON HONEY FACE WASH 60 gm

Face Cream

SAUNDARAYA ANTI AGING CREAM 15gm

SAUNDARAYA SWARN KANTI FAIRNESS CREAM 15gm

ALOE VERA MOISTURISING CREAM 50gm

SUNSCREEN CREAM 50gm

24
Shave Gel

SHAVE GEL 50gm

Face Scrub

APRICOT FACE SCRUB 60gm

Dental Care

DANT KANTI ADVANCED 100gm

ACTIVE CARE TOOTHBRUSH 70 gm

DANT KANTI MEDICATED 100gm

DANT KANTI JUNIOR 100gm

Hair Care Products

25
Shampoo

KESH KANTI NATURAL POUCH 8 gm

KESH KANTI NATURAL 200ml

KESH KANTI ALOE VERA HAIR CLEANSER 200 ml

KESH KANTI REETHA 200 ml

KESH KANTI MILK PROTEIN 200ml

Hair Oil

KESH TAILA 100 ml

AMLA HAIR OIL 100ml

SHEETAL OIL 100 ml

KESH KANTI HAIR OIL 120gm

26
Coconut Oil 200ml

Conditioner

CONDITIONER DAMAGE CONTROL 100gm

HAIR CONDITIONER COLOUR PROTECTION 120 gm

HAIR CONDITIONER OLIVE ALMOND 100gm

HERBAL MEHANDI 100gm

Kesh Kanti Hair Conditioner, 100gm

Body Care

GULAB JAL 120 ml

SAUNDARYA MYSORE SUPER SANDAL BODY CLEANSER 7gm

KANTI HALDI CHANDAN BODY CLEANSER 150gm

KANTI PANCHGAVYA 75gm

KANTI NEEM, Read review 75gm

27
 Toiletries Products

Detergent powder

Detergent Powder Superior 250gm 250gm

DETERGENT POWDER PREMIUM 500gm

DETERGENT POWDER POPULAR 20gm

DETERGENT POWDER SUPERIOR 1kg

Detergant cake

DETERGENT CAKE POPULAR 250gm

DETERGENT CAKE SUPERIOR 125gm

Handwash

HAND WASH REFIL PACK 200ml

HAND WASH 250ml

28
HAND WASH ALMOND KESAR 175ml

Olive Hand Wash 175ml

Eye Care

Drishti eye drop 15ml

MAHATRIFALA GHRIT 200gm

HERBAL KAJAL 3gm

Shishu Care

SHISHU CARE BODY LOTION 100ML

SHISHU CARE CREAM 25GM

Shishu Care Body Wash Gel 100 ml 100ML

Shishu Care Hair Oil 100 ml 100ML

SHISHU CARE MESSAGE OIL 100ML

29
 Herbal Home Products by Baba Ramdev

Aggarbati

MADHURAM YAJNA SUGANDHAM 25gm

MADHURAM WHITE FLOWER 25gm

MADHURAM SANDAL 28gm

MADHURAM MEDITATION 28gm

MADHURAM JASMINE 28gm

MADHURAM ROSE 28gm

MADHURAM AMBER 25gm

MADHURAM OUDH 25gm

MADHURAM KONARK 24gm

MADHURAM UTSAV 24gm

30
MADHURAM LAVENDER 28gm

MADHURAM VANGANDHA 24gm

Dishwash Bar

175gm
SUPER DISH WASH BAR

Hawan Samagari

Divya Hawan Samagri 500GM

Health Care

Digestive
PACHAK HING GOLI 100GM

PACHAK JALJEERA 200GM

PACHAK CHHUHARA 100GM

31
PACHAK JEERA 100GM

PACHAK ANARDANA 100GM

Pachak Hing Peda 100gm 100GM

PACHAK AJWAIN 100GM

PACHAK HING PEDA 200GM

PACHAK METHI NIMBU 100GM

PACHAK SHODHIT HARAD 100GM

Health & Wellness

200GM
MUSLI PAK

Patanjali Power Vita 500GM

GULKAND 400GM

SHILAJEET SAT 20GM

SHILAJEET CAPSULE 5GM

ASHVASHILA (Capsule) 5GM

32
ISABGOL BHUSI 100GM

AMRIT RASAYAN 1KG

SHILAJEET RASAYAN 20GM

PATANJALI WHEAT GRASS POWDER 100GM

KESAR 100GM

Ashwagandha Churna, Read Review 100GM

Chyawanprash

SPECIAL CHYAWANPRASH 1KG

CHYAWANPRASH 1KG

Badam Pak

Badam Pak 250GM

Gheee

DESI GHEE 500GM

COW’S GHEE 1 ltr 1L

33
Honey

PURE HONEY MULTIFLORA 250GM

PURE HONEY 250GM

Health Drinks

Amla Aloevera Juice with Lichi Flavour 70GM

Aloevera Juice with Fibre and Orange Flavour (L) 1100GM

LAUKI AMLA JUICE (L) 1KG

Aloevera Juice (L) 1050GM

Arjun Amla Juice (L) 570GM

Karela Amla Juice (L) 570GM

Amla Juice (L) 1180GM

Giloy Amla Juice 570GM

Giloy Juice (L) 570GM

Giloy Juice (L) 570GM

34
Aloevera Juice with Fiber (L) 1100GM

ALOE VERA JUICE WITH ORANGE FLAVOUR (L) 1KG

35
INTRODUCTION TO THE PROJECT

36
1.3 INTRODUCTION TO THE PROJECT

Customer satisfaction is the measure of how the needs and responses are collaborated and
delivered to excel customer expectation. It can only be attained if the customer has an overall
good relationship with the supplier. In today’s competitive business marketplace, customer
satisfaction is an important performance exponent and basic differentiator of business
strategies. Hence, the more is customer satisfaction; more is the business and the bonding
with customer. It also depends on how efficiently it is managed and how promptly services
are provided. This satisfaction could be related to various business aspects like marketing,
product manufacturing, engineering, quality of products and services, responses customer’s
problems and queries, completion of project, post delivery services, complaint management
etc.

1.4 FACTORS AFFECTING CUSTOMER SATISFACTION

1. Price
2. Quality
3. Services
4. Brand image
5. Reputation
6. Features

CUSTOMER SATISFACTION LEVELS

 Basic factors: Basic factors are fully expected. These are the necessary requirements
of a product or service that if not fulfilled will cause dissatisfaction. However, the
fulfilment of this basic requirements is a necessary but not sufficient condition for
satisfaction. The customer regards this basic factors as prerequisites, the features that
the product or service must have in order to meet customer demands. For example, in
hotel business, basic factor is the cleanliness of the room you will rent. A customer
will not request a clean room, he/she would expect it.

37
 Performance factors: These factors lead to satisfaction if fulfilled or exceeded and
lead to dissatisfaction if not fulfilled. Performance factors are customers’ spoken
needs and desires, it can cause both satisfaction and dissatisfaction. Therefore, a
service provider should be competitive with regard to these performance factors.
Again, using the hotel example, the customers’ spoken needs are typically a request of
internet access, a non-smoking room or one away from elevators.

 Excitement factors: Excitement factors are unexpected features that surprise the
customers. They generate “delight’’ when delivered, hence, have a strong impact on
customer satisfaction. Company should enhance these factor to stand out from the
competition. These factors have “Wow” effect that triggers unknown needs and wants
of the customers. Think you are in a hotel, wouldn’t you be delighted finding fresh
flowers or freshly baked cookies whenever your room has been cleaned or refreshed?

1.5 STAGES IN CUSTOMER SATISFACTION PROCESS

38
A customer goes through several stages before satisfaction.

UNDERSTANDING CUSTOMER EXPECTATION

↓
PROMISES TO CUSTOMER
↓
EXECUTION
↓
ONGOING DIALOG WITH A CUSTOMER
↓
CUSTOMER SATISFACTION SURVEY

39
 CHAPTER-2
Review of literature

Boulding et al (1993) stated examined tha Customer satisfaction is viewed as a post-

purchase evaluative judgment of a specific purchase occasion according to transaction-
specific perspective. customer satisfaction is an overall evaluation based on the total purchase
and consumption experience with goods or service over tome. Cumulative satisfaction is a

40
more fundamental indicator of the firm’s past, current and future performance and its
cumulative satisfaction that motivates a firm’s investment in customer satisfaction

Kotler and Armstrong (1993) stated that consumer/customer satisfaction is determined by

the relationship between the customer’s expectations and product’s perceived performance.
Importance of customer satisfaction is a company earns sales from new customers and
retained customers. Satisfied customers buy a product again, talk favorably to others about
the product, pay less attention to competing brands and advertising.

Halstead, Hartman and Shmidt (1994) discussed that customer satisfaction is a transaction-
specific affective response resulting from the customer’s comparison of product performance
to some pre-purchase standard. Webbrook and Oliver (1991)described customer satisfaction
is a post choice evaluative judgment concerning a specific purchase selection. Oliver (1987)
examined whether satisfaction was an emotion and concluded that satisfaction is a summary
attribute phenomenon coexisting with other consumption emotions.

Kristensen et al. (1999) carried out the customer satisfaction is an evaluative response of the
product purchase and consumption experience resulting from a comparison of what was
expected and what is received. The overall conclusion from his study is that expectations
influence customer satisfaction and the effect can be positive, negative or non-existent.

Giese & Cote (2000) opinion various literatures and indicated that customer satisfaction is a
response (emotional or cognitive), the response pertains to a particular focus (expectations,
product, consumption experience, etc) and the response occurs at a particular time (after
consumption, after choice, based on accumulated experience, etc).

Fe and Ikova (2004) describe the added that the perception of the word "satisfaction"
influences the activities, which a customer conduct to achieve it. Researchers have also
identified customer satisfaction as a multi dimensional in nature and viewed overall
satisfaction as a function of satisfaction with multiple experiences with the service provider.

41
Sawant, (2013) the research conducted by 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.

According to KhannaRupali (2015) in her study “customer Perception towards Brand: A

Study on Patanjali” explained us the factor influencing the Patanjali brand. Consumer
perception towards a brand depends on the satisfaction of after using the product by the
customers. It was found that majority of the users are satisfied from Patanjali products which
will help them incustomer retention.

According to Nagaraju and Thejaswini (2015) in their study “Consumer perception

analysis and Market awareness towards eco-friendly FMCG products” analyzed the fact
that the customers give
more preference to eco-friendly FMCG products as they are very helth and
environment cautious. Patanjali has rightly marketed its products in the same category.

According to Singh Surinder (2015) in his study “Consumer perception towards the
FMCG in rural market” tells about the rural customers are mainly influenced by media,
print advertisement and word of mouth. It plays a significant role in the buying
decision of the customer in the rural areas.

According to Ganesh andRosario John (2015) in their study “Consumers perception

towards Brand loyalty of FMCG products” explained satisfaction creates brand loyalty
after using the product by the customers. Product knowledge and awareness plays an
important role to create brand image and loyalty in the minds of customers.

According to Chaudhary Mona and GhaiSneha (2015) in their study “Perception of

Young consumer towards Cause Marketing of FMCG Brands” concluded that the
contribution made by the company for development of the society plays an important
role in the
market. This initiative of the company create good brand image in the society and attracts
the youths.

According to Hassan Tabrez Syed (2014) in their study “A study of customer

perception of youth towards branded fashion apparels in Jalandhar city”. As per study
it is analyzed that youths are more interested and prefer to buy branded cloths. Because
branded cloths are more value for money, looks attractive and impress others. People
are less loyal to branded cloths price, offers, designs makes their purchase decision to buy.

Raghavendran V and Frank Reema (2015) in their study tell about the great awareness
amongst the consumers on healthy life which emphasises medical tourism for the
purpose of ayurveda and yogic treatments. This gives a significance boost to the Patanjali
products as it constitutes both the ayurvedic, herbal products as well as Baba Ramdev as
Yoga Guru who promotes healthy concepts.

42
According to Amrutha and PaiReshma (2015) in their study “Perception of Young
Consumer towards Campco Chocolates, Puttur”. The study was conducted in and around
Puttur it is found that people are aware about brand and they are happy with the Campco
products. The company is producing variety of chocolates and people are loyal to the brand.

Sinha and Singh reported (2015) described 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.

Khanna, R.(2015) carried a study on consumer satisfaction regarding Patanjali products. The
objectives of the above study were to know about the perception, satisfaction level and
attribute of consumer with regard to patanjali products. The data was collected by the
researcher from respondents in Punjab. They found that consumer were highly satisfied with
patanjali products due to reasonable prices and due to curing ability.

Rekha and Gokila, (2016) found that consumers are well aware with various herbal
cosmetics and now no longer considered as luxury items. The perception of side effect and
the chemical is the reason to switch over to herbal based cosmetics.

Shinde, D.T., and Gharat, S.J. (2017) examined a study on product positioning of patanjali
products. The purpose of above study was to find the various prospects of patanjali products
and also factors influencing these products. They concluded that patanjali has captured a huge
market share within a very short time period but shortage of these products is the major
problem faced by consumers these days.

43
 CHAPTER- 3

NEED, SCOPE AND OBJECTIVES

3.1 NEED OF STUDY:

Since nowadays, people are moving towards healthier lifestyle, thus through this study I want
to know customer’s satisfaction towards herbal products and strategies used by the company
to distribute its products on the basis of customers buying behaviour and this research aims to

44
explore the customer buying preferences and satisfaction level towards Patanjali ayurvedic
products.

3.2 SCOPE OF THE STUDY:

1) To make a successful product, Patañjali’s marketing strategy should attract long term
consumers.
2) They can increase their distribution channels.
3) They have to focus back on product efficacy. Rising above the noise of advertising.
4) They can increase their outlet and stores

3.3 OBJECTIVES:

Main objectives of research study were to study the customer perception towards Patanjali:

 To study the satisfaction level of customer after using ‘Patanjali’ products.

 To study the factor determining customer satisfaction.

45
 CHAPTER – 4

RESEARCH METHODOLOGY

4.1 DATA COLLECTION

There were two types of data sources used in project:

i) Secondary Data

It is the data which have already been collected by someone else and which have already
been passed through the statistical process. In this case one is not confronted with the
problems that are usually associated with the collection of original data. Secondary data is

46
either published or unpublished. In this case it has been collected from websites, old articles,
projects, books.

ii) Primary Data

It includes information collected afresh and the first time, and thus happen to be original in
character. It is the backbone of any study. It was obtained through questionnaire from
respondents

Research is thus an original contribution to an existing stock of knowledge making for its
advancement. It involves systematic collection, analysis and reporting of data and finding
relevant solution to a specific problem.

4.2 RESEARCH DESIGN

The Research design was descriptive in nature because it is used to obtain information
concerning the current status of depository system in the company so that to describe “what
exists” with respect to conditions in a situation.

Descriptive Research

It includes surveys, facts, findings and inquiries of different kinds. The major purpose of the
descriptive research is description of the state of affairs as it exists at present. Descriptive
Research is that kind of research where the researcher has no control over the variables.
Reporter can only report what has happened or what is going to happen. But these incidents
cannot be changed by the researcher. This research was descriptive because it would just
study the general attitude & satisfaction of people towards Patanjali without having any
control over it.

4.3 SAMPLING DESIGN

The following factors were decided within the scope of sample design:

4.3.1 UNIVERSE OF THE STUDY

47
Universe of the study means the area or the limits of the study in which it is to be conducted.
Universe is divided into three categories theoretical universe and accessible universe and
target population.

Theoretical Universe that part of total population which fulfils our conditions which
included youngsters, middle age and old age persons all over the world.

Accessible Universe means that part of the population which is within our reach which
included youngsters, middle age and old age persons in India.

Target Population means that part of the accessible universe who actually answers the query
which included selected youngsters, middle age and old age persons in Phagwara.

SAMPLE UNIT:

Sample unit indicates who is to be surveyed. The researcher must define the sample unit that
was sampled. In this study sampling unit was youngsters, middle age, and older persons of
Phagwara to be selected according to the convenience sampling.

SAMPLE SIZE:

A sample of minimum respondents was selected from the Phagwara. An effort was made to
select the respondents evenly. The survey was carried out on 97 respondents.

SAMPLING TECHNIQUE:

For the purpose of research convenience sampling technique would be used. On the basis of
convenience eligible respondents were selected from the Phagwara.

48
 CHAPTER – 5
DATA ANALYSIS

 Gender

Table 5.1 Gender

Gender No of respondent
Male 48
Female 49
Total respondents 97

Figure 5.1 Gender

49
 Male
Female 49%
51%

Interpretation: Both, males and females are part of my research, during research I
collected data from 49 males and 51 females.

 Age group

Table 5.1 Age group

Age No of respondents
Below 25 years 65
25-50 years 32
Above 50 years 0
Total respondents 97

Interpretation: In age group people maximum people who participate from below
25. On study data reveal that any age group used the patanjali products. But age group
(below 25) satisfied 6 % and 32% people of age (25 to 50).

Figure 5.2 Age

50
 70

60

50

40

30

20

10

0
Below 25 years 25-50 years Above 50 years

 Occupation

Table 5.3 Occupation

Occupation No of respondent
Business 11
Employee 15
Profession 2
Student 59
Other 10
Total respondents 97

Figure 5.3 Occupation

51
 70

60

50

40

30

20

10

0
Business Employee Profession Student Other

Interpretation:
From the above diagram the maximum no. of using patanjali
products are students 59%. Almost 15 % are employee who are using, 11%
respondents are from business, 10% from others and 2 % profession.

 Are you aware about Patanjali products?

Table 5.4 aware about patanjali

Aware about patanjali products No of respondent

Yes 100

No 0

Total respondents 100

Figure 5.4 aware about patanjali

52
 Yes No

0%

100%

Interpretation:
100% respondents are aware from patanjali products.

 How long have you used patanjali products?

Table 5.5 how long have you used

How long have you used No of respondent

Less than 6 months 49

More than 6 months but less than a year 32

Over a year 16

Never used 0

Total respondent 97

Figure 5.5 how long have you used

53
 60

50

40

30

20

10

0
Less than 6 months More than 6 Over a year Never used
months but less
than a year

Interpretation:
Most of the respondents used patanjali products less than 6 months
and other respondents 49% more than 6 montha but less than a year and 16% over
a year. So from this survey come to know mostly respondents are not using long
terms they are new to use patanjali products

 Which Patanjali products do you used?

Table 5.6 Which patanjali product do you used

Which patanjali product do you used No of respondent

Beauty care products 21

Soaps 17

Bakery 24

Hair products 35

Others 0

54
 Total respondents 97

Figure 5.6 which Patanjali product used

40

35

30

25

20

15

10

0
Beauty care Soaps Bakery Hair products
products

Interpretation:
From this survey mostly respondents are like to use the hair
products 35% are using hair products. 24% are using bakery products, 21% are
using beauty care products and less are using 17% soaps products.

 How would you compare Patanjali products with similar products offered by
others companies?

Table 5.7 compares patanjali products

55
Compare similar product with other No of respondents
company
Much better 58

About the same 32

Somewhat worse 4

Can’t say 3

Total respondents 97

Figure 5.7 compare patanjali products

70

60

50

40

30

20

10

0
Much better About the same Somewhat worse Can’t say

Interpretation:
From this survey mostly are like and satisfied with patanjali
products. 58% saying patanjali products are much better than vadeshi products.
32% respondent saying about the same and 4% saying somewhat worse and 3%
saying can’t say

56
57
 CHAPTER 6
FINDING, SUGGESTION & LIMITATIONS & CONCLUSION

Findings:

 The study has identified that the major influencing factor was ‘Ayurved’ to buy the
Patanjali Natural Food products followed by ‘Good Health’ and ‘Best Quality’
factors.
 According to results, Baba Ramdev Brand has the highest brand awareness .
Therefore, Baba Ramdev Name has high impact on customers to motivate.
 Regarding customer satisfaction, the selects variable, ‘Product Quality’ has highly
satisfied by ‘Healthy’ and ‘Best Price’ which has also good impact on customer
respectively. However, ‘Product Packing’ has the lowest impact.
 The study observed that there is a relation between Age and customer satisfaction.

58
  The study found that there is no significant relation between demographic variables
like education, age,etc. and the major influencing factor ‘Swadesh Product’.
 It is identified that there is no significant relation between education and influencing
factors like Swadesh Product, Ayurvedic, etc.

Suggestions:

 The samples should be distributed to the people.

 The product needs more promotional activities.
 The package of the product should be more attractive to increase the sales
 It should be easily available in retail stores.
 Offers & discounts should be announced frequently.

Limitations:

 This study is restricted to Phagwara only.

 The study is based on the opinion expressed by customers only.
 This study is fully based on respondents‟ view; hence there will be more chances for
human bias.
 Time constraint may be the major limit of this study.

Conclusion:

Ayurvedic and Herbal remedies are available in all Patanjali and organic stores. Ayurvedic
products are reasonably cost effective and well accepted by customers. They are easily
available and do not have side effects. 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 he customers are satisfied with the quality and price of the products. The
Findings in the paper show that there are many significant factors that together make up the
buying decision of the product. 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. In this paper the findings shows
Patanjali in order to retain more customers and satisfy them, must fulfill the claims made by

59
the company before any other brand may mushroom up and take away the benefits of
marketing through spirituality

References:

 http://www.allayurveda.com/discover.asp
 https://www.inlifehealthcare.com/blog/benefits-ofayurveda-remedies/#.V66OcNR94ri
 http://www.ayurvedicbazaar.com/ayurvedic_books.php
 http://sublimemagazine.com/health-beauty/why-useherbal-medicine
 https://en.wikipedia.org/wiki/Patanjali_Ayurved
 https://www.google.co.in
 file:///C:/Users/abc/Downloads/2-6-444-782%20(1).pdf
 https://www.india-briefing.com/news/patanjalis-story-lesson-companies-12276.html/
 https://www.xorlabs.in/blog
 http://ijcrme.rdmodernresearch.com

60
 Appendix

Questionnaire

Name: ______________________________

Gender:

o Male
o Female

Age:

o Below 25 years
o 25-50 years
o Above 50 years

Occupation:

o Business
o Employee

61
 o Profession
o Student
o Other

Q1: Are you aware about patanjali products?

o Yes
o No

Q2: How long have you used patanjali products?

o Less than a 6 months

o More than a 6 monts but less than a year
o Over a year
o Never used

Q3: Which Patanjali products do you used?

o Beauty care products

o Soaps
o Bakery
o Hair products
o Others

Q4: How would you compare patanjali products with similar products offered by others
companies?

o Much better
o About the same
o Somewhat worse
o Can’t say

Rank the following statement that most accurately reflects your agreement or disagreement
behind purchasing of patanjali products

S no. Strongly Agree Neutral Disagree Strongly

Agree dissatisfied
5. Offers large
variety of
products
6. Patanjali
products have

62
 appealing
packaging
7. Patanjali have
nautral products
8. Patanjali
products have
better quality
9. Prices are fair of
Patanjali
products
10. Have made a
good brand
image
11. Effective
advertisement
12. Products are
affordable to
purchase
13. There products
have health
benefits
14. Easily
convenient
while
purchasing
15. You will be buy
other company
products if they
give more
discount than
Patanjali
16. Never faced
problem while
using the
products
17. You will
suggest
Patanjali
products to
others
18. Patanjali is

63
 regular type of
products
19. Would you like
to continue with
patanjali

Q20: Overall, How satisfied are you with patanjali products on scale of 1-5 (
1 being least satisfied and 5 being most satisfied

o 1
o 2
o 3
o 4
o 5

64