1

LIVE

PROJECT REPORT
ON
PATANJALI AYURVED LTD.

SUBMITTED BY
HEMANT GUPTA

SUBMITTED TO
MR. ARUN KUMAR SINGH
FOR
PARTIAL FULFILMENT OF THE DEGREE
OF
MASTER OF BUSINESS ADMINISTRATION

PHONICS GROUP OF INSTITUTION

ROORKEE, UTTARAKHAND 247667
SESSION – 2018-19

AFFILATED TO
UTTARAKHAND TECHNICAL UNIVERSITY, DEHRADUN
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DECLARATION

I, Hemant Gupta, hereby declared that the project report entitled “PATANJALI AYURVED LTD.” submitted
by me to the university in the partial fulfillment of the requirement for the award of degree of Master of
Business Administration under the guidance of “Mr. Arun Kumar Singh ” is my original work & the conclusion
drawn therein are based on the material/data collected by myself.

The report submitted is my own work & hence not from any other source.

I shall be responsible for any unpleasure moment/situation (if any)

______________________
DATE: [HEMANT GUPTA]
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GUIDE CERTIFICATE

This is to certify that Hemant Gupta is the bonofied student of MBA have successfully completed the project
work as described by the university in the partial fulfillment of the Master of Business Administration of the
academic year 2018-19.
The project work entitled as “PATANJALI AYURVED LTD.”

Mr. Arun Kumar Singh

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ACKNOWLEDGEMENT

A successful project is the result of team work & coordination that includes not only the group of developers
who put for the ideas, logics but also those who guide them. So, at the completion of the project I feel obliged
to extent my gratitude towards all those who made valuable conclusions throughout my research period.

I am thankful for all the knowledge/guidance & support imparted by “Mr. Arun Kumar Singh ” to me who
gave me invaluable knowledge in the period.

In addition I wish to convey deep sense of gratitude towards “hod name” at any time. I needed.
At the end just as significantly, I would like to express my sincere thanks to management department & all the
other members who have provided me excellent knowledge & guidance throughout my MBA degree.
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TABLE OF CONTENTS

SR NO. PARTICULARS PAGE NO

1. INTRODUCTION 6-14

2. OBJECTIVE OF THE STUDY 15

3. LITERATURE REVIEW 16-20

4. RESEARCH METHODOLOGY 21-22

5. DATA ANALYSIS AND INTERPRETITION 23-33

6. FINDINGS 34-35

7. SCOPE OF THE STUDY 36

8. LIMITATION OF THE STUDY 37
9. RECOMMENDATION 38
10. CONCLUSION 39

11. BIBLIOGRAPHY 40

12. APPENDIX 41-43

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INTRODUCTION

Given a much broader array of product choices offered in the current market and ubiquitous marketing efforts,
consumers often turn to a favorite brand to facilitate their purchase decisions. A brand includes a name, symbol,
design, or experience that help consumers identify products, services, or differentiate offerings among
competitors (Aaker, 1991; Keller, 2008; Neumeier, 2006). Brand identity, which is a group of associations
developed by firms, communicates with consumers what a brand provides (Aaker, 2007; Keller, 2008).

Academic literature clearly addressed the importance of building a strong emotional relationship between
consumers and brands (Carroll & Ahuvia, 2006; Keller, 2001, 2008; Taylor, Cluch, & Godwin, 2004).
According to Keller‘s (2001) more recent conceptual framework, consumers‘ positive brand feelings lead to
favorable responses towards a brand, such as attitudinal attachment and behavioral loyalty. Similarly, recent
literature on branding has argued that an emotional brand experience is important to foster brand loyalty and
purchase intentions (Albert, Merunka, & Valette-Florence, 2008; Carroll & Ahuvia, 2006; Chaudhuri &
Holbrook, 2001; Esch et al., 2006; Nowak, Thach, & Olsen, 2006; Pawle & Cooper, 2006; Taylor, Celuch, &
Goodwin, 2004; Thomson, MacInnis, & Park, 2005). Moreover, brand consulting and advertising industry
literature (Gobé, 2001; Lindstrom, 2005; Neumeier, 2006; Riesenbeck & Perrey, 2007; Roberts, 2004, 2006)
has illustrated the importance of building deep emotional connections with consumers to augment brand
loyalty.
BRAND IMAGE

Akaah, (1988) conclude that consumers are more likely to purchase well-known brand products with positive
brand image as a way to lower purchase risks. This argument is also supported by Rao and Monroe, (1988)
that a brand with a more positive image does have the effect of lowering consumers’ product perception risks
and increasing positive feedback from consumers. Therefore, consumers generally believe they can make a
satisfying purchase by choosing well-known brands and also lower any purchase risks by doing so. How much
is a brand worth? How does a brand represent the product? Keller, (1993) defines a brand image as an
association or perception consumers make based on their memory toward a product. Thus, brand image does
not exist in the technology, features or the actual product itself, but is something brought out by promotions,
advertisements, or users.
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Thakor et al. (1997) said that through brand image, consumers are able to recognize a product, evaluate the
quality, lower purchase risks, and obtain certain experience and satisfaction out of product differentiation.
When it comes to experiential product evaluation, a positive brand image may make up for an inferior image
of the origin country and raise the possibility of the product being selected. According to Grewal et al. (1998)
the better a brand image is, the more recognition consumers give to its product quality. Consumers are usually
limited in regards to the amount of time and product knowledge to make an informed purchase decision when
facing similar products to choose from. As a result, brand image is often used as an extrinsic cue to make a
purchase decision.

Kotler, (2000) contends that brand is a name, term, symbol, design or all the above, and is used to distinguish
one’s products and services from competitors. For example, Nike adopts a check mark as its brand image,
which creates a positive effect indicating approval. According to Kotler, (2000) image is the way that public
perceives the company or its product. Image is affected by many factors beyond the company’s control. The
consumer develops a set of brand beliefs about where each brand stands on each attribute. The set of or its
product. Image is affected by many factors beyond the company’s control. The consumer develops a set of
brand beliefs about where each brand stands on each attribute. The set of beliefs about a brand make up brand
image. The consumer’s brand image will vary with his or her experiences as filtered by the effects of selective
perception, selective distortion and selective retention.

Romaniuk, (2003) studied the relationship between association of a brand with different types of image
attributes and subsequent purchase of the brand. The image attributes incorporated were based on the product
categories, situations and benefits offered. While mention of the brand for an image attribute was positively
related to future purchase, this relationship did not vary between attributes once brand and attribute size was
taken into account. However, a positive relationship was found between the number of attributes associated
with the brand and future purchase.

BRAND LOYALTY
The most elaborate conceptual definition of brand loyalty was presented by Jacoby et al. (1978). We will use
and discuss this definition, because it covers the most important aspects of brand loyalty, & since it enjoys
widespread support in the marketing literature, either in its original form or in slightly modified versions
(Wilkie, 1990). Jacoby et al. (1978) defined brand loyalty, according to this definition, brand loyalty is: “The
(a) biased, (b) behavioral response, (c) expressed over time, (d) by some decision making unit, (e) with respect
to one or more alternative brands out of set of such brand, and (f) is a function of psychological process.
 8

Rethinking Brands from the Customer “Point of View”: According to Jim, (2003) many of the less successful
experience brands are not meeting the challenge of a largely time-starved audience. Our research confirms that
in most societies today, time has become more desired than money. Increasingly, people value experiences
more than things. Consumers are really looking for ways to make the most of everyday “lived” experiences.
So marketers need to constantly ask themselves, is our brand part of the problem or part of the solution? A
brand’s role in becoming a solution for its audience can make it stand out for customers. In that sense, the
meaning of brand is its use. Profitable customers are born when a powerful brand promise is fulfilled by a
brand experience that exceeds expectations.

BRAND PERCEPTION
Perception is a process by which individuals organize and interpret their sensory impressions to give meaning
to their environment (Robbins & Judge, 2013). In marketing, perceptions are more important than reality
because perceptions affect consumers‟ actual behaviour (Kotler, Keller, Koshy, & Jha, 2014). Information
processing model have four major steps or stages. It starts with exposure followed by attention, interpretation
and lastly retention. The first three of these establish perception (Hawkins, Best, Coney, & Mookerjee, 2007).
All this takes place inside the mind or black box of the consumers simultaneously, and it changes from person
to person. Perception is highly subjective and therefore easily distorted. Moreover, perception is the meaning
that an individual attributes to the incoming stimuli that gathered through the five senses that are taste, smell,
touch, hearing and sight. According to Kurtz and Boone, (2006) different people have different perceptions of
objects or events based on the interactions of two types of factors that are stimulus factors and individual
factors.
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COMPANY PROFILE
Patanjali Yogpeeth in Haridwar, Uttarakhand is one of the largest Yoga institutes in India. Named after the
Ancient Yog Guru Patanjali, the Institute is Ramdev's flagship project & has been set up for treatment, research
& development in Yoga and Ayurveda, as well as the manufacturing of Ayurvedic medicines.

It is a center of Yoga and Ayurveda activities in India built on the name of Maharishi Patanjali who invented
Yoga 5000 years ago. The ashram is run under the guidance of Swami Ramdev Ji Maharaj who has revived
Yoga and spreading it all over the world. Patanjali Yogpeeth is open to everybody. Located on the Haridwar-
Delhi highway at Kankhal, very near to Roorkee, Patanjali Yogpeeth offers treatment for all and has residential
accommodation.

At Mahatma Dharamveer's Gurukul in Kisangarh Ghasera where Baba Ramdev met philanthropist Archarya
Balkrishan. With the help of Balkrishan, Baba Ramdev has established Divya Yog Mandir in 1995. Archarya
Karamveer was also one of the pillars of Divya Yog Mandir. In almost 3 years, Divya Yog Mandir and Baba
Ramdev have galvanized the world into turning ardent practitioners of Yoga. Baba Ramdev and trust run
spearhead, all his activities which include Yoga camps, manufacturing Ayurvedic medicine and treatment of
patients with help of Yoga and Pranayama. Baba Ramdev TV programmes and Yoga camps have proved to be
immensely popular. Swami Ramdev put lots of emphasis on teaching Pranayam as compared to Yoga.
According to Shri Shri Ravi Shankar, a world-renowed spritial leader "If an individual can be credited with
reviving Yoga in India, it is solely Baba Ramdev". Millions of people all over the world attend Baba Ramdev's
free Yoga camps (shivir). Ramdev Baba has also conducted Yoga camp at Rashtrapati Bhavan - the residence
of the President of India.

Yoga has ability to cure even fatal diseases and Baba Ramdev has proved it many times. Ramdev Baba has
spread Yoga to such an extent that sooner or later, everyone has to embrace it. Patanjali Yogpeeth Trust is the
dream project of Baba Ramdev. It was inaugurated on August 6, 2006. Baba Ramdev's aim was to build the
world's largest center of Ayurveda, Yoga and Pranayama. Patanjali Yogpeeth provides facility for treatment
for diseases, research and a teaching University for Yoga and Ayurveda. This trust is located 13kms from
Haridwar. The estimated cost of the project was 10 billion. During inauguration, Sudarshan Agarwal, Governor
of Uttarakhand, said "Patanjali Yog Peeth will soon be the ambassador of Yoga for entire world”.
 10

According to associated news press, The Patanjali Yogpeeth project was divided into 3 phases. Phase one was
basic construction. The second stage comprises of serviceable guesthouses, herbal gardens, yajnashala,
meditation caves and many other facilities. It will be the biggest Yoga and Ayurvedic center in the world. Third
stage is opening a University of Yoga and Ayurveda. Baba Ramdev wants to flow river of Yoga in each and
every region, whether in a village or city. The confidence which Baba Ramdev exuberates compels people to
at least give his Yoga a try. Millions of people practice Baba Ramdev's Yoga and Pranayama. Ramdev Baba's
TV programs broadcast in several countries including America, Europe, Australia, Asia and Africa. Viewership
is quoted as being 20 millions regular viewers. Followers of Baba Ramdev have claimed relief from a variety
of ailments such as Diabetes, Blood Pressure, Hepatitis, Spondylitis and Obesity. He is the real hero who
devoted his whole life to help people by giving them unknown knowledge of Yoga and Pranayama.

Swami Ramdev medicines are manufactured in branches well equipped with modern equipments, certified by
the international standards GMP, GLP & ISO 9001. Swami Ramdev's pharmacy makes the medicines pure and
rich in quality. Medicines manufactured go through quality control and quality assessment tests. Patanjali
Yogpeeth is operating Patanjali Hospitals in every nook and corner of India, where one can get life saving
Swami Ramdev’s medicines which are affordable to all rich and poor.

Patanjali Yogpeeth medicines are also available for health care, oral care, hair care and skin care. Many of the
critical ailments such as Cancer, Diabetes, arthritis etc. can be cured by Swami Ramdev's Medicines. These
medicines are low cost, very effective and available at Ramdev Chikitsalaya. Some of very effective Ramdev
medicines are Mukta Vati for high blood pressure, Madhunashini Vati for Diabetes, Medohar Vati for
Obesity.

Swami Ramdevji Maharaj is a historic personality. He has written new history in the areas of yoga-prananyam
and Ayurvedic treatment methods. In this regard the work done by the organization established by him
namely Patanjali Yogpeeth (Trust), Divya Mandir (trust), Patanjali Yog Samitis, Divya Yog
Pharmacy Trust and branches, will be written in golden letters on the pages of history. The ambition of these
establishments are to reach yoga and Ayurveda to the 700 crore global population along with Indian culture
and words of the sages. To encourage the use of Ayurvedic medicine, Swamiji manufactures superior quality
and proven medicines in Divya Yog Pharmacy.

Swami Ramdev's medicines are manufactured in branches well equipped with modern equipments mostly in
Haridwar and other places, certified by the international standards GMP, GLP & ISO 9001. Swami Ramdev
also has a botanical garden near Patanjali Yog Peeth where the herbs and medicinal plants are grown. Here
 11

research is carried out on rare herbs and they are grown here by putting in great efforts. Under Swami Ramdev's
guidance an industrial unit is also established called Patanjali Ayurveda Limited which produces pure and high
quality minerals and plants products through scientific methods. Swami Ramdev and Acharya Balkrishna ji
have tried to combine the ancient knowledge with ultramodern technology.

Some people could not digest the increasing fame of Swami Ramdev and they started negative campaigning
against Swami Ramdev with the help of media. The qualities of Swami Ramdev’s medicines were doubted.
When these medicines were tested in the lab all the allegations proved baseless and Swami Ramdev came out
spotless amidst the acid test. This resulted in unexpected increase in the demand of medicine of Swami
Ramdev. Baba Ramdev's pharmacy puts in all the efforts to make the medicines pure and rich in quality. All
the medicines manufactured go through strict quality control & quality assessment tests, Toxicological study -
Animal trials, clinical tests.

Swami Ramdev is working towards the goal of establishing the Ayurvedic products at par with the international
standards and to make it known across the world. To encourage the use of Ayurvedic medicine and amongst
Swami Ramdev's revolutionary thoughts, one is that the farmers of India should adopt the cultivation of
medicinal herbs and plants along with fruits and vegetables.

Patanjali Yogpeeth is a renowned name in the field of medical science, rendering free services to millions of
people across the globe through Yoga and Ayurveda

Patanjali Ayurved Limited is an Indian FMCG company, Acharya Balkrishna established Patanjali Ayurveda
Limited in 2006 along with Baba Ramdev with the objective of establishing science of Ayurveda in accordance
and coordinating with the latest technology and ancient wisdom.

Production

Patanjali Food and Herbal Park at Haridwar is the main production facility operated by Patanjali Ayurveda.
The company plans to establish further units in India and in Nepal.
In 2016, the Patanjali Food and Herbal Park was given a full-time security cover of 35 armed Central Industrial
Security Force (CISF) commandos. The park will be the eighth private institute in India to be guarded by CISF
paramilitary forces. Baba Ramdev is himself a "Z" category protect of central paramilitary forces
 12

Products

Patanjali Ayurveda 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 products
are cheaper than alternatives in the market due to lesser production and marketing costs. 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.

Sales and distribution

Patanjali Ayurveda sells through nearly 4000 retail outlets as of 2015. Patanjali also sells its products online
and is planning to open outlets at railway stations and airports. Patanjali Ayurveda has tied up with Pittie Group
and Kishore Biyani's Future Group on 9 October 2015. As per the tie-up with Future Group, all the consumer
products of Patanjali will be available for the direct sale in Future Group outlets. Patanjali Ayurveda products
are also available in modern trade stores including Reliance retail, Hyper city and Star Bazaar apart from online
channels. Defence organization DRDO entered into licensing agreements with Patanjali Ayurveda for transfer
of technology.
Units of Patanjali Ayurveda Limited:
1. Already 12 successful units running including units for Packaging material and Containers e.g. flour
mill, candy plant, herbal cosmetic and detergent plants, digestives unit, juice plant etc.
2. Co-packing Facility-Tetra Pak and whole pack
3. Multi-fruit juice processing line
4. Nutraceutical Processing Line
5. Sale Outlets: Patanjali brand with national and international reach, more than 85,000 retail outlets-
accessible to Patanjali products

Employment Generation:
1. Currently PAL employs more than 6000 laborers in its processing activities.
2. More than 400 Sales Staff.
3. PAL has more than 300 technically qualified employees.
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VISION OF THE COMPANY

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

MISSION OF THE COMPANY

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

PATANJALI LOGO
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COMPANY SWOT ANALYSIS

 STRENGTH OF THE COMPANY

 Spiritual connect with the consumer enmasses.
 Herbal products with natural ingredients
 Strong and Innovative R&D
 Baba Ramdev- face of the brand

 WEAKNESS OF THE COMPANY

 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

 OPPORTUNITIES OF THE COMPANY

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

 THREATS OF THE COMPANY

 close eye on the growth of Patanjali Ayurveda
 Competitors keeping a Controversies around the Patanjali group
 Weak supply chain as compared to the competitors
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OBJECTIVE OF THE STUDY

This Project work has certain objectives behind it. Without any proper objective one cannot plan its
implementation. If the objective of the study is not proper then the whole research is of no use.

In India there are many sectors where the different companies or 15rganization functions within, we have
chosen the Patanjali, Ayurvedic and herbal sector which directly deals with people issues.

Basically our main objective was to see that the bend of the Indian people towards Patanjali is because of it
being a swadeshi brand, herbal and Ayurvedic brand or some of the other factors.

Along with this there are some objectives of this study:

 To study Patanjali as a brand and its product mix.

 To analyze consumer perception about Patanjali as a brand and its products.
 To analyze impact of brand image on loyalty intentions.
 To analyze and identify important factors influencing Patanjali as a brand.
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LITERATURE REVIEW

This chapter provides the relevant literature and theoretical framework for the present study.

BRAND IMAGE AND BRAND LOYALTY

Keller‘s (1993, 2001) conceptual research suggested a strong connection between a positive brand image and
brand loyalty. Keller (1993) explained that consumers’ repeated buying behavior represents brand loyalty,
which reflects a favorable attitude towards a brand. Esch et al.‘s (2006) empirical research supported Keller‘s
proposition by showing a statistically significant effect of positive brand image on current/future purchases.
Thus, the present research posits:

H1. Brand image will not be positively associated with brand loyalty.

Committed
Buyer

Likes the Brand,

Considers it a
Friend

Satisfied Buyer with

Switching Costs

Satisfied/Habitual buyer
No Reason to Change

Switchers/Price sensitive No Brand Loyalty

Figure 1.1 The Brand Loyalty Pyramid (Aaker, 1991, p. 40)

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BRAND IMAGE AND CONSUMER PERCEPTION

Past literature revealed that a successful brand image enables consumers to identify their desired need which
ultimately helps a company from its competitors Hsieh et al., (2004). On the other hand Tarofder and Haque
(2007) had given importance on supplier selection based on their brand image. In fact the findings of Jiang et
al. (2011) revealed that apart from brand image price discount and complementary products may have positive
impact on customer loyalty. Furthermore, Linder and Seidenstricker (2010) agreed that brand image is one of
the company’s core competencies. Mishra and Datta (2011) revealed that brand name has strong influence on
customer based brand equity. Kotler (2001) defined brand image as a set of beliefs, ideas and impression that
a person holds regarding an object. On the other hand, Keller (1993) considered brand image as a set of
perceptions about a brand on consumer’s memory. Na et al. (1999) connected brand image with customer’s
perception as they mentioned that image cannot be measured by attribute measurements alone but must include
measurements of consumers' perceptions of the value and benefits attainable from using the brand. Thus, it
posits:
H2. Brand image will not be positively associated with consumer perception.

consumer perception towards

brand image
patanjali

Figure Conceptual framework

CONSUMER PERCEPTION AND BRAND LOYALTY

Humans unlike machines can have the ability to Perceive. It is a feeling which is based on the conclusion
formed with the given information around and the mindset of the consumer which is responsible of processing
the information. Perception gives humans the right to make important decisions or can reflect their important
decisions. It all leads to the most important decision of purchasing. Purchasing means to invest in a brand, for
making it a greater brand.

Underlying research will focus on concluding the fact that how much is the impact of brand perception on
brand awareness and brand loyalty of these brands. Several conclusions can be drawn if consumer perception
plays any role and there is a relation among the consumer perception, brand awareness and brand loyalty of
 18

these brands. The project is intended to fulfill the needs of marketing research which is quite important for
present marketing trend. Total sales turnover of the brand depends on the consumer purchase decision. If the
consumers perceive positive about the brand, it means he carriers more loyalty and will remain potential
customer, until he keeps on getting the right value for his money. Thus, it posits:

H3. Consumer perception will not be positively associated with Brand loyalty.

GENDER AND LOYALTY INTENTIONS

Customer loyalty has been the object of intense interest in both the business and academic worlds (Oliver 1999;
Reichheld 2001). At the same time, academic research has discovered important differences in cognitive
processes and behavior of male and female consumers (Fisher and Dubé 2005; Meyers-Levy 1988, 1989;
Meyers-Levy and Maheswaran 1991; Meyers-Levy and Sternthal 1991). These differences are reflected in the
widespread use of gender as a segmentation variable in marketing practice. Despite the importance of customer
loyalty on the one hand, and gender differences on the other hand, little is known about the existence and nature
of gender differences in customer loyalty. This is surprising because if male and female loyalties differ, men
and women might require a different selling approach, has different levels of customer value, and may respond
differently to loyalty programs and other actions aimed at enhancing customer loyalty. Common stereotypes,
perhaps based on widely publicized findings showing that males exhibit lower levels of loyalty than females
(e.g., Blumstein and Schwartz 1983; Hansen 1987), suggest that females are more loyal customers than males.
Thus, it posits:

H4. Gender will not be positively associated with loyalty intentions.

GENDER AND CONSUMER PERCEPTION

Self-congruency theorists suggest that consumers tend to purchase products and brands consistent with their
self-images (Rosenburg, 1979; Ross, 1971; Sirgy, 1982/1986). Perhaps the most important and central part of
self-image is one’s gender identity (Kates, 2002; Palan, 2001), and this gender-self generates strong
congruency effects with regard to one’s brand perceptions and choices (Sirgy, 1982/1986). The gender-self is
solicited across a wide variety of marketing practices. Marketers not only use sex as an important segmentation
variable but also develop implicit meanings by factoring gender-related cues into a brand. Furthermore,
consumers’ gender identity and sexual orientation have been used to target consumers in emerging gender-
market segmentations such as “Metrosexual:” males who are heterosexual, hip, concerned with their
appearance, and in touch with their feminine side. However, the marketing literature is replete with studies that
 19

only report biological sex and treat this as the sole determinant of gender-related behavior. Gender is often
used interchangeably with sex because such a dichotomous variable provides a comfort zone for researchers
when measuring and interpreting the consumerist implications of gender. This approach overlooks the
important differences between sex and gender and leads to biased research and distorted representations of
complex gender-related marketing phenomena (Hirchman, 1993; Palan, 2001). Since the 1960s some
researchers have begun to investigate how gender identity (which includes a combination of sex, psychological
gender, and gender attitudes) would contribute to a consumer’s product- and brand-consumption (Gould and
Stern, 1989; Fischer and Arnold, 1990/1994; Palan, 2001). However, research results have been mixed. For
example, individuals with a higher masculine-gender identity exhibit stronger information processing (Kempf,
Palan, and Laczniak, 1997; Palan, 2001), while individuals with a higher feminine-gender identity develop
more positive attitudes toward and get more personally engaged with products and brands (Gainer, 1993; Jaffe
and Berger, 1988; Worth, Smith, and Mackie, 1992). As such, a critical question becomes whether or not
gender identity can consistently predict any of the many facets of consumer-based brand equity. It has been
suggested that consumer involvement may be an important link between gender and consumer perception
(Fischer and Arnold, 1994; McCabe, 2001; Sirgy, 1982), so this study addresses the research gap between
gender identity and brand loyalty through the lens of a consumer’s level of product involvement. Thus, it posits:

H5. Gender will not be positively associated with consumer perception.

GENDER AND BRAND IMAGE

The perception of consumers towards a certain brand can cover a variety of measures, including attitude
towards a brand (Monga & John, 2007; Shen & Chen, 2007); attitude towards an advertisement or
communication of the brand ( Shen & Chen, 2006; Lee & Labroo, 2004); perceived quality of the brand (Keller
& Lehmann,2006; Essoussi & Merunka, 2007); memorability (Volckner & Sattler, 2007); brand value or equity
(Buchanan et. al. 1999); brand image (Lee & Labroo, 2004; Essoussi & Merunka, 2007); brand personality
(Aaker, 1997); purchase intentions (Lee & Labroo, 2004) and choice (Shiv et. al., 1997). Brand image is the
first word or image that comes to mind when a certain brand is mentioned. It is fragile and can be altered by
new information or damaged by media commentators (O’Shaughnessy, 2003). Brand image is the
representation of the brand in the mind of the consumer. In western cultures, brand image can be like a human
being with unique characteristics. In collectivistic culture like Malaysia, it can be quality and the representation
of trust in a firm. Consumers will attribute to the brand characteristics that fit their own mental maps and from
there develop a brand image (De Mooij, 2005). Thus, it posits:
 20

H6. Gender will not be positively associated with brand image.

BRAND IMAGE, CONSUMER PERCEPTION AND LOYALTY INTENTIONS

The ever changing marketing scenario and competition over the globe has amplified the role of brand at
unparalleled level. Every person is a consumer of different brands at the same time. The choice and usage of a
particular brand by the consumer over the time is affected by the quality benefits offered by the brand especially
when it comes to brand of eatables and cosmetics. Consumer satisfaction is derived when he compares the
actual performance of the product with the performance he expected out of the usage. Philip Kotler (2008)
observed that satisfaction is a person's feelings of pressure or disappointment resulting from product's
perceived performance (outcome) in relation to his or her expectations. If the perceived benefits turned out to
be almost same as expected, customer is highly satisfied and that is how the company achieves loyalty of the
customer towards the products. Thus, it posits:

H7. There will not be positive relationship between brand image, consumer perception and loyalty
intentions.
 21

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. It may be understood as a science
of study how research is done scientifically. In it we study the various steps that are generally adopted by the
researcher in studying his research problem along with the logic behind them.

Research:
The word research is composed of two syllables, re and search.
“Re” is a prefix meaning again, anew or over again
“Search” is a verb meaning to examine closely and carefully, to test and try, or to probe. Together they
form a noun describing a careful, systematic, patient study and investigation in some field of
knowledge, undertaken to establish facts or principles.

Research Process:
Steps in Research Process:
1. Formulating the Research Problem
2. Extensive Literature Review
3. Developing the objectives
4. Preparing the Research Design including Sample Design
5. Collecting the Data
6. Analysis of Data
7. Generalization and Interpretation
8. Preparation of the Report or Presentation of Results-Formal writes ups of Conclusions
reached.

Research Design: A research Design is a complete scheme or program of the research. It includes an outline
of what the investigator will do from research problem formulation to final analysis of data.

 Primary Data

 Secondary Data




 22

Primary data:

 These are those which are collected a fresh (again but in a new or different way) and for the first time
and thus happen to be original in character and known as Primary data.
 It is based on primary source of information.

Secondary data:

 It means that are already available that is they refer to the data, which have already been collected and
analyzed by someone else for its own use and later the same data is used by a different user or person.
 It is based on secondary source of information

RESEARCH SOURCE
Research resources are usually thought of as primary sources and secondary sources.

Primary sources .

Secondary sources

RESEARCH DESIGN

 Type of research – Descriptive


 Data collection Technique – Questionnaire (survey)



SAMPLING
1-Sample area - Haridwar (city)
2-Sample size – 50 people
3-sample technique – Random Sampling
4-Sample unit – Male/ Female, Age group

This survey research has utilized both primary and secondary data and information from different sources
including Patanjali Ayurveda ltd., text books, magazines, journals and websites about different variables of the
study.
 23

DATA ANALYSIS AND INTERPRETITION

LOYALTY INTENTIONS

Total Standard
# Question Mean Frequency Variance
Responses deviation
I intend to buy products of this
1 59
brand in the near future
I intend to buy other products of
2 59
this brand
I consider this brand my first
3 choice in its different product 59
categories
I say positive things about this
4 59
brand to other people
I have or would recommend this
5 brand to someone who seeks my 59
advice
I don’t bother looking at
6 alternative brands; this brand is 59
good enough for me
If this brand were to raise their
7 prices, I would continue to buy 59
their products
If this brand was NOT available, it
8 59
would make huge difference to me

CONSUMER PERCEPTION

Total Standard
# Question Mean Frequency Variance
Responses deviation
1 High quality 59
2 Traditional and herbal 59
3 Cheaper products 59
 24

BRAND IMAGE
1. GENDER

Standard
# Answer Response % Variance
deviation
1 Male 31 53%
2 Female 28 47%
Total 59 100%

2. AGE

Standard
# Answer Response % Variance
deviation
1 below 18 2 3%
2 19 to 25 37 63%
3 26 to 35 11 19%
4 36 to 55 8 14%
5 55 and above 1 2%
Total 59 100%

3. MARITAL STATUS

Standard
# Answer Response % Variance
deviation
1 Married 16 27%
2 Widowed 0 0%
3 Divorced 0 0%
4 Separated 0 0%
Never
5 43 73%
married
Total 59 100%

EDUCATION LEVEL

Standard
# Answer Response % Variance
deviation
1 Primary 0 0%
2 Secondary 2 4%
4 Graduate 33 55%
Post
5 22 37%
graduate
6 Doctorate 2 4%
Total 59 100%
 25

PROFESSION

Standard
# Answer Response % Variance
deviation
1 Retired 0 0%
Civil
2 12 20%
servant
Private
3 9 15%
sector
Self
4 2 3%
employed
5 Student 36 61%
Total 59 100%

BRAND LOYALTY
IMAGE INTENTIONS
BRAND IMAGE 1
LOYALTY
INTENTIONS 0.69995 1

INTERPRETATION

There is significant correlation between Brand Image and Brand Loyalty.

 26

1. Do you use Ayurvedic/herbal products?

Response Data Percentage

Yes 50 100%

No 0 0%

Total 50 100%

Table 4.13 Herbal products

0%

100%

Yes no

Figure 4.13 Herbal products:

INTERPRETATION
From the following data it is concluded that out of 50 people all of them use Ayurvedic or herbal products in
one or the other way.
 27

2. Ayurvedic Product of which company do you use?

Response Data Percentage

Patanjali 26 52%
Dabur 14 28%
Himalaya 10 20%
Total 50 100%

Table 4.14 Company

20%

52%

28%

Patanjali Dabur himalaya

Figure 4.14 Company

INTERPRETATION
The data shows that 52% people use Patanjali products and 28% of them use Dabur where as 20% of them
use Himalaya
 28

3. Do you use Patanjali Ayurved Products?

Response Data Percentage

Yes 44 88%
No 6 12%
Total 50 100%

Table 4.15 Product usage

12%

88%

Yes no

Figure 4.15 Product usage

INTERPRETATION
The following data shows that 88% of them have used Patanjali Ayurveda products and 12% have never use
Patanjali Ayurveda products.
 29

4. Would you like to Switch to other brand if you get some promotional schemes with that brand?

Response Data Percentage

Yes 32 64%

No 18 36%

Total 50 100%

Table 4.21 Switching over

36%

64%

Yes No

Figure 4.21 Switching over

INTERPRETATION
When asked if the consumers would switch to the other brand 64% of them said yes and 36% of them said
no.
 30

5 Who influenced your preference for Patanjali Ayurveda products?

Response Data Percentage
Family 12 24%
Friends 17 34%
Advertisement 18 36%
Self 3 6%
Total 50 100%

Table 4.23 Influenced

6%
24%

36%

34%

Family Friends Advertisement Self

Figure 4.23 Influenced

INTERPRETATION
Data shows that 24% of them were influenced by their family, 34% friends, 36% advertisement and 6% were
self-influenced.
 31

6 Does Advertisement play any role towards brand preference?

Response Data Percentage

Yes 42 84%
No 8 16%
Total 50 100%

Table 4.24 Role of advertisement

16%

84%

Yes no

Figures 4.24 Role of advertisement:

INTERPRETATION
This data shows the role of advertisement towards creating brand preference- 84% says yes where as 16%
does not have any effect of advertisement.
 32

7 Have you purchased any Patanjali Ayurveda product recently after coming across any
advertisement?

Reference Data Percentage

Yes 37 74%
No 13 26%
Total 50 100%

Table 4.25 Purchases

26%

74%

Yes no

Figure 4.25 Purchases

INTERPRETATION
This data shows that is the customers have purchased any Patanjali product after coming across any
advertisement 74% says yes where as 26% says no.
 33

8 Ayurvedic Product of which company do you use??

Response Data Percentage

Patanjali 26 52%

Dabur 14 28%

Himalaya 10 20%

Total 50 100%

Table 4.14 Company

20%

52%

28%

Patanjali Dabur himalaya

Figure 4.14 Company

INTERPRETATION

The data shows that 52% people use Patanjali products and 28% of them use Dabur where as 20% of them
use Himalaya
 34

FINDINGS

Through the data presentation and data interpretation and the Basis of the Objectives taken for the study the
research finding are as follows: -
.
• According to the second objective, i.e., 46% of the consumers prefers Patanjali Ayurveda because
of the quality of the products, 12% of the consumers prefer it because of the quantity, 36% of the
consumer prefer it due to the price, 4% of them prefer it due to the location and rest 2% prefer it
due to other factors.
• 64% of the consumers may switch to other brand and 34% will not switch to other brand and
remain bran loyal to Patanjali Ayurveda.
• 8% will switch due to the cost, 26% will change die to quality, 30% will change due to satisfaction,
30% of them will switch over Patanjali Ayurveda due to discounts and 6% of them will switch
due to other benefits.
• 52% of the consumers prefer Patanjali Ayurveda, 28% of the consumers use dabur and 20% use
Himalaya.
• According to the survey- 88% of the consumers have used Patanjali Ayurveda and 12% have not
used Patanjali Ayurveda product.
• 58% are satisfied with the Patanjali Ayurveda products, where as 36% of the consumers are
sometimes satisfied and 6% of the consumers are never satisfied with the products of Patanjali
Ayurveda.
• The product availability for 24% is under 1 kilometre, whereas 42% is within 1-2 kilometre, 20%
of them have the availability of the product within 2-4 kilometre and the rest 14% is more than 4
kilometre away.
• 40% of the consumers believe that Patanjali Ayurveda can be triumphant over its competitors,
whereas 34% haven’t thought about it and 26% believe that it is not a threat over its competitors.
• 48% of the consumer believe that the FMCG products of Patanjali Ayurveda are better than other
company’s product, 24% haven’t thought of that and 28% don’t think that Patanjali Ayurveda is
better than other company’s product.
• 24% of the consumers are influenced by their family, 34% of them were influenced by friends,
36% of them were influenced by advertisement and rest 6% were influenced by themselves.
 35

• 84% of them believe that advertisement play role in brand preference and 16% believe that brand
does not play any role for brand preference.
• 74% have purchased Patanjali Ayurveda by coming across the advertisement and

• 22% of the consumers have purchased Patanjali products within a week, 54% of them have
purchased in a month 10% of them have purchased it in the time of 1-4 month and 14% have last
time purchased the product of Patanjali Ayurveda 4 months back.
• 12% of the consumers got influenced through advertisement for better recall, 52% of them have
It for positive influence, 28% have interest and 8% had no interest.
 36

SCOPE OF THE STUDY

• The study can be done on the consumption pattern of Ayurvedic/ herbal both in the rural areas as well
as urban areas.
• The study can be done on the basis of gender, age group, income of the consumers.

• About the availability of the products and the price range of the products should be competitive with
the other FMCG company’s product.
• More Patanjali mega store or Patanjali Chikitsalaya are expected to be opened in urban as well as rural
areas.
• Like the company has expanded its products from pharma to FMCG products it can also expand to the
other product lines like baby care, etc.

• The research provided fruitful information about Patanjali’s product users and brand perception they
have about Patanjali.

.
 37

LIMITATIONS OF THE STUDY

1. Sample constraint

2. Time constraint

3. Respondents did not take the questionnaire method seriously.

4. Respondents were very much reluctant in answering the questions.

5. Not widely accepted.

6. Time limit for compelling the project.

 38

RECOMMENDATION

 Most of the Patanjali consumers are facing problem like, products are not available in the market
regularly.
 So they are suggested to increase their stock and make sure that the products are available in the market
regularly.
 Company is almost leader in divya pharmacy, due to its huge product varities and price range, but in
food products it is competitor due to many reasons. I hereby suggest the Company to Increase the
Product market substantially in food products as it as about 79% of the total Market.
 Due to its high market share, Patanjali now plans to enter the restaurant business and textile in the
coming year.
 Distribution and supply chain is another focus area for Patanjali.
 39

CONCLUSION

 Patanjali Ayurveda has given trouble to many marketers with its individualistic ways of marketing.
 Patanjali Ayurveda has rattled the whole FMCG’s sector and bought a mutiny in the industry in a very
spell era.
 A point to note is that many people are buying due to its hedonic value attached to the products.
 Hence, Patanjali is attracting brand trustworthy customers and not price sensitive customers.
 Will Patanjali continue to grow at the same pace?
 Or will prove to be a water bubble, with this being a temporary phase for Patanjali and strong players
eventually coming up with strategies to recapture the loss market?
 Only time will tell.
 40

BIBLIOGRAPHY

1. .Herbal Medicine for Market Potential in India: An Overview, Shankar, Tyagi, Singh, & Rao

2. Acharya, N. Meet Ramdev the Marketing Guru. The Business Standard.

3. Kotler, P. Marketing Management (11th ed.). New Delhi: Pearson Education

4. Ghosh, A. Baba Ramdev's Business Empire Soars, With His Own Rising Profile Baba. The
Huffington post in Association.

5. Malhotra, N. K., & Dash, S. (2012). Marketing Research: An Applied Orientation (6th ed.). New
Delhi: Dorling Kindersley (India) Private Limited.

6. www.patanjaliAyurveda.com
 41

APPENDIX

ONLINE SURVEY QUESTIONAIRE

PATANJALI Brand Image and Loyalty Intentions

Q1) How much you agree or disagree about the brand Patanjali? RATE IT on a scale of 7 from
extremely likely to extremely unlikely.
Extremely Extremel
likely
y unlikely
(1)
2 3 4 5 6 (7)
I intend to buy products of this
o o o o o o o
brand in the near future
I intend to buy other products of
this o o o o o o o
Brand
I consider this brand my first
choice in its different product o o o o o o o
categories
I say positive things about this
o o o o o o o
brand to other people
I have or would recommend this
brand to someone who seeks my o o o o o o o
advice
I don’t bother looking at
alternative brands; this brand is o o o o o o o
good enough for me
If this brand were to raise their
prices, I would continue to buy o o o o o o o
their products
 42

If this brand was NOT available,

itwould make huge difference to o o o o o o o
me Extremely Extremel
likely
y unlikely
(1)
2 3 4 5 6 (7)
High quality o o o o o o o
Traditional and herbal o o o o o o o
Cheaper products o o o o o o o
For older people o o o o o o o
For younger people o o o o o o o
A modern innovative brand o o o o o o o
Buy its products being an Indian
o o o o o o o
herbal brand
Buy its products NOT because of
Spiritualism associated with the o o o o o o o
brand

Please tell about yourself

Q3. Gender
Male
Female
Q4. How old are you?
Below 18
19-25
26-35
36-55
55 and above
Q5. Marital status
Married
Widowed
Divorced
Separated
 43

Unmarried
Q6. Education level
Primary
Secondary
Graduate
Post-graduate
Doctorate
Q7. Profession
Retired
Civil servant
Private sector
Self employed
Student
44