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3, July-September 2018
"We as citizens of India have the right to use products which are Swadeshi…
This is our campaign." – Baba Ramdev
Abstract
Consumers today have become more health conscious. They consume goods that provide
maximum satisfaction with no-defect to their health. They have become more inclined to Ayurvedic
and Herbal products. Fast Moving Consumer Goods (FMCG) are those goods which are used by
the consumers on day-to-day basis. Its needs and wants drive consumers to buy those products at
certain regular intervals. Nowadays, many brands of FMCG that sell products with Ayurvedic
and herbal ingredients were available in the market in different design, shape and style, colour,
size, and in different price range. Among this, Patanjali is growing at an exceptional swift. It
entered the industry with the motive to sell product that are purely ayurvedic and people went
berserk about them. The study aimed to find out the consumer perception, preference, and
satisfaction towards purchase of Patanjali product. It was found that respondents were influenced
through 'Salespersons/Dealers' and 'Television Advertisement' and 'Ayurvedic Ingredients' were
the major driving factor that have influenced the purchase decision. Also, respondents were
highly satisfied with the 'Usage of the product', 'Quality' and 'Ayurvedic Ingredients' of Patanjali
product.
Keywords: Fast Moving Consumer Goods (FMCG), Patanjali, Consumer, Perception,
Product attributes, Preference and Satisfaction.
1. Introduction
Consumer lifestyle is changing. With media exposure, there is plethora of information available
in the market about a brand. Consumers' brand choice and decision-making process is activated by
the level of involvement brands can generate both in the form of product and its attribute. Consumers
place a number of attributes viz., price, quality, package, ingredients, features and many more in their
* Assistant Professor of Commerce, Kongunadu Arts and Science College, Coimbatore, Tamil Nadu, India.
E-mail : diya.kasc@gmail.com.
** Assistant Professor of Commerce, Kongunadu Arts and Science College, Coimbatore, Tamil Nadu, India.
E-mail id:priyavinu2014@gmail.com
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choice set. Each consumer will differ in certain aspects. This differentiation has a direct influence on
purchase, so referred as perception. Perception is the psychological factor that affects consumer
behaviour. It is how consumer perceives a product's value based on the benefits obtained from the
product's performance. Today, many brands were available in the market in many designs, shape and
style, colour, size, and in different price range. Consumers are making their own choice based on their
perception and preference.
Fast Moving Consumer Goods (FMCG) are those goods which consumers buy on a regular
basis. It is the fourth largest sector for Indian economy with Household and Personal care accounting
to 50 per cent of FMCG sales in India. Growing awareness, easier access and changing lifestyles have
been the key growth drivers for the sector (Dabur Annual Report, 2018). FMCG sector provides
goods which every human consumes on a daily basis. As the population continuously rises, and our
states urbanize at a high rate, there is no doubt that the FMCG sector will only raise in market capitalization.
III. Objectives
The study aimed at the following objectives:
• To analyse the reasons for purchasing the Patanjali product
• To find out the influences of socio-economic variable towards consumers' preferences towards
Patanjali product
• To measure the satisfaction level of the respondents towards Patanjali products
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V. Methodology
The data used in the study consists of both primary and secondary data. Secondary sources of
data were collected from e-journals, newspapers, books and magazines. Primary sources of data were
collected through structured interview schedule. The sample size was limited to 150and convenient
sampling method was used for selecting the sample size. The study was conducted in Coimbatore city.
Percentage analysis, Chi-square test, mean score analysis and ranking scale order were the statistical
tools used to arrive at meaningful conclusions.
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Preferred product, frequency of Purchase and amount spent per purchase of Patanjali
Products
Preferences, frequency of purchase and amount towards purchase over a particular product
differ according to the gender, age, family size, Income. The researcher has made an attempt to
identify the most preferred product, their frequency of purchase and the amount spent per purchase of
Patanjali product.
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Table 4 :Preferred Product, Frequency of Purchase and Amount spent per purchase of Patanjali Product
Particulars No. of Per cent
Respondents
Preferred product of Health Care 28 18.7
Patanjali Grocery 20 13.3
Baby Care 23 15.3
Home Care 38 25.3
Personal Care 41 27.4
Frequency of purchase Weekly 22 14.7
of Patanjali products Fortnightly 4 2.6
Monthly 85 56.7
Whenever need arise 39 26
Amount spent per Below Rs.1,000 56 37.3
purchase of Patanjali Rs.1001 – 1500 34 22.7
products Rs.1,501 – 2,000 35 23.3
Above Rs.2,000 25 16.7
Source: Primary Data - Interview Schedule
i. Preferred product of Patanjali: Among various products from Patanjali, the respondents
prefer more on Personal care product (27.4 per cent), followed by home care (25.3 per cent)
product. 18.7 per cent of the respondents preferred health care and 15.3 per cent of them
preferred baby care product.
ii. Frequency of purchase of Patanjali product: 56.7 per cent of the respondents purchases
Patanjali product at least once in a month.26 per cent of them purchase the product whenever
the need arise for.
iii. Amount spent per purchase of Patanjali product: 37.3 per cent of the respondents spent
below Rs.1,000 and 23.3 per cent of them spend in the range between Rs.1,501 and Rs.2,000
per purchase of Patanjali product.
In this section, the researcher has made an attempt to find the significant association between
socio-economic variable of the respondents and the most preferred product, their frequency of purchase
and the amount spent per purchase of Patanjali product.
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Table 5 :Socio-economic Variable Influence and the most preferred product, their frequency of purchase
and the amount spent per purchase of Patanjali product
S.No. Particulars Variable Calculated Table Dof S/NS
Influence Value Value
Gender 5.21 9.49 4 S
Preferred Patanjali
Age 83.55 26.3 16 S
1. product
Family Type 10.09 9.49 4 S
Monthly Income 66.42 21 12 S
Frequency of
2. purchase of Patanjali Monthly Income 38.53 16.9 9 S
product
Frequency of
Amount spent per
3. Purchase of 21.67 16.9 9 S
purchase
Patanjali product
S/NS - Significant or Not Significant at 5 per cent level
H01: There is no significant influence of gender, age, family type and monthly income
towards purchase of preferred Patanjali product.
In this case, it was found that calculated value was greater than the table value. Therefore, the
null hypothesis of no association between the gender, age, family type and monthly income towards
purchase of preferred Patanjali product was rejected at 5 per cent level of significance. Hence, there is
a significant influence of gender, age, family type and monthly income towards purchase of preferred
Patanjali product (Table 5).
H02: There is no significant association between the monthly income and frequency of
purchase of Patanjali product
In this case, it was found that calculated value was greater than the table value. Therefore, the
null hypothesis of no association between monthly income and frequency of purchase of Patanjali
product was rejected at 5 per cent level of significance. Hence, there is a significant influence of
monthly income and frequency of purchase of Patanjali product (Table 5).
H03:There is no significant association between frequency of purchase and amount spent
per purchase of Patanjali product
In this case, it was found that calculated value was greater than the table value. Therefore, the
null hypothesis of no association between frequency of purchase and amount spent per purchase of
Patanjali product was rejected at 5 per cent level of significance. Hence, there is a significant association
between frequency of purchase and amount spent per purchase of Patanjali product (Table 5).
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Conclusion
Patanjali product is a well accepted product as it contains Ayurvedic and herbal ingredients and
was cost effective. The study observed that female respondents who were married; graduates and
professionally employed in private firms' with an annual income in the range between Rs.10,001 to
Rs.20,000 belonging to nuclear type family have shown their interest towards purchase of Patanjali
products. 'Salespersons/Dealers' and 'Television Advertisement' play a vital role in creating awareness
and have influenced the purchase decision towards Patanjali products of the respondents. 'Ayurvedic
Ingredients' and 'Baba Ramadev' his popularity and 'Quality' were the prime reasons to chose over
Patanjali product irrespective of 'price' by the consumers. Most of the respondents purchases 'Personal
and home care product' of Patanjali once in a month and spent more than Rs.1,500 per purchase.
Respondents were highly satisfied with the 'Usage of the product', 'Quality' and 'Ayurvedic Ingredients'
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of Patanjali product. However, the following suggestions were offered based on the findings to meet
the expectation of consumer towards the product.
1. Consumers face difficulty in finding out the shops that sell Patanjali product. More number of
shops selling exclusively Patanjali product can be opened.
2. Attractive package and design of the product captures the attention of the consumer, the Patanjali
product, should improve its package.
3. More promotional offers can be provided so that non-buyers will make an attempt to purchase
the goods at least once and if satisfied, they will become a loyal consumer.
4. Advertisement creates a desire to buy a product. Marketers' should improve their advertisement.
References
1. Kotler, P. and Keller, K. (2009). Marketing Management (12th Ed). Prentice Hall.
2. Oliver, R.L. (1997).Satisfaction: A Behavioral Perspective onthe Consumer. New York, NY: McGraw-
Hill.
3. Dabur Annual Report, Economic Times, Emami Annual Report, McKinsey Global Institute, CII, Boston
Consulting Group Report, April, 2018. https://www.ibef.org/industry/fmcg.aspx
4. https://www.indiainfoline.com/article/news-personal-finance/reasons-to-keep-fmcg-stocks-
118042700016_1.html
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