CONSUMER PERCEPTION TOWARDS BRAND IMAGE

(Special Reference with Patanjali in Agra City)

UNDER THE GUIDANCE SUBMITTED BY:

OF: Pankaj Goswami
Dr. Sanil Kumar Roll No. 142036
Assistant Professor B. Com. (Hon.) V
Dept. of Accountancy Semester
Significance of the study

In present scenario, Brand Loyalty is the one of the essential element

for a company. Without brand loyalty a company cant grow and
compete in the competitive marketing environment. The brand loyalty
and good customer perception are the elements, which increases the
customer involvement. Due to this, the company earns more profits.
If we talks about the present Indian FMCG market, the Patanjali
Ayurvedic Limited is a Very fast growing company. The profit and
growth rate of Patanjali are very tremendous. It is not a normal growth
because it is first time in the Indian market that a company is capturing
the marketing by this pace.
For this kind of growth in any company, there is the hand of Loyal
Customers and Good Brand Image, but till now, there is no study
conducted in this aria. Thats why there a study is needed to analyse
the customer perception and satisfaction level towards Patanjali to
 OBJECTIVES OF THE STUDY

The study in hand is conducted keeping in view the following

objectives:

To study the brand perception of Patanjali

To know the factors that a customer keeps while buying
Patanjalis Products.
To study the satisfaction level of consumer from Patanjalis
product.
 RESEARCH METHODOLOGY

Sources of data:
The study is based on both primary and secondary data.
Primary data
Primary data has collected from questionnaires. The questionnaires design was build up to know the
type of products people use, the reason for their buying such product and there past buying satisfaction
level from the product.
Secondary data
Secondary sources are used to collect information about Patanjali brand. Journals, articles, research
reports etc. were review to get the factors which affects the consumer perception and satisfaction. Also
websites of natural products manufacturing company and online documents
Sample area: Agra City
Sample size: 200 respondents Approximate (Sampling technique:
convenient sampling)
Cont

Tools of data representation: For representing the customer

preference, bar diagrams, pie charts, tables, line graphs etc. tools will
be used.
Tools for analysing data: For analysing the customer preference,
correlation coefficient, test of significance, ratio and percentage tools
will be use.

Hypothesis: for the purpose of test of significance, satisfaction level

of the user s taken as dependent variable and attributes of products
are independent variables.
Ho = There is no significant relationship between attributes of
Patanjalis products and customers satisfaction level
We will assume that the customers are dissatisfied by using Patanjali
products and hence, they will not buy product again.
Time duration of the study: The time duration of the study is from
REVIEW OF LITERATURE:
National (15)

INTERNATIONAL (10)
 RESEARCH GAP
After studying the above review of literature, the researcher found the
following major aria of study which are not covered or non-approached:

There are only those studies, which relate with the Ayurvedic
products of Patanjali, not FMCG.
There is no study found on the consumer satisfaction level or brand
loyalty of customers towards company.
There is no study which tells about the reasons by which Patanjali
has got this magnificent growth.
No study is made on a company which is a fusion of Herbal
nature and of Country of origin oriented.
The all studies are of past time when the growth rate of Patanjali was
slow, there is the lack of recent research.
DATA ANALYSIS AND INTERPRETATION
CONSUMER PERCEPTON AND PATANJALI

DATA ANALYSIS

FINDINGS