A STUDY ON CUSTOMER PREFERENCES AND SATISFACTION TOWARDS PATANJALI AYURVEDIC PRODUCTS .
INTRODUCTION Consumers are more conscious for their health and maintaining the quality of
Life.They prefer to consume the products which help them to protect the Good state of their health as well as provide maximum satisfaction . This particular tendency has been responsible for extraordinary popularization of Patanjali products .
HISTORY OF COMPANY Patañjali (पतञ्जलल) is a proper Indian name.Patanjali Ayurved Limited was founded in 2006 by Swami Ramdevji and Acharya Balkrishnaji . Patanjali Ayurveda Kendra Private LTD was inaugurated on 27 september 2007 and started its operation at Swoyambhu ,Kathmandu,Nepal with the ultimate aim to bring ayurveda to world in scientifically approved form by amalgamation of science with ancient ayurvedic wisdom.
STATEMENT OF THE PROBLEM : Customers are the masters of their money and they have an enourmous influence on the economic market change because they possess the ability to implement .Satisfaction and accurate target in finding out what customers are aware and their buying preferences and their offering products according to this needs will help the industry to enrich & accelerate growth of market .
. SCOPE
OF THE STUDY :
1) To make a successful product, Patañjali’s marketing strategy should
attract long term consumers.
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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
Review of Literature Vishal Kumar Laheri, Research Scholar FMS, University of Delhi, Delhi, India. Anupam, Research Scholar, FMS, University of Delhi, Delhi, India. Marketing as a discipline has evolved over a period of time where the traditional concept imparts that goods were produced to be sold to the customers and the modern marketing states that goods are produced according to the needs and demand of the customers. The current marketing management emphasises on satisfying the needs of the customers without any environmental degradation. The present study selected organic food and cosmetic product categories for assessing the decision of the consumers towards such products. A total of six manufacturers, three each from organic food and organic cosmetic products were interviewed to gain insights about the organic industry in India. In the second phase, 45 respondents were interviewed to examine their purchase decision with respect to organic food and cosmetic products. The results indicate that consumers are not so much aware about the organic products. The study identified certain enablers and barriers of organic food purchase which will offer guidelines to the marketers so as to understand the attitude and preferences of consumers towards organic food and cosmetic products.
Eva Muller(1954) reported a study where only one-fourth of the consumers in her sample bought with any substantial degree of deliberation. The Marshallian model ignores the fundamental question of how product and brand preferences are formed. 2
P. Guru Ragavendran et al (2009) emphasized in their research that the survey helped them in understanding the consumer perception on brand awareness and position of product in the market. It was observed that consumer’s expectations were quality, benefits offered and packaging of shampoos. Based on the results obtained, integrated marketing communication was suggested; as a result an improvement of 8% to 12.6% was observed in target population. [Samojlik, 2013]Herbal Medicines are used in the modern day for health maintenance, the treatment or prevention of minor ailments and some chronic diseases, and they are often taken in addition to conventional medicine in the more serious and/or chronic conditions.. (Sharma, Shanker, Tyagi, Singh, & Rao, 2008)A WHO (World Health Organization) study estimates that about 80 percent of world population depends on natural products for their health care instead of modern medicines primarily because of side effects and high cost of modern medicine SHALINI SRIVASTAVA, [WWW.BBEAUTILICIOUS.COM ] why I tried patanjali my mother introduced it to me and bought me shampoo ,aloevera gel ,etc the products are natural with therapeutic value .
BROKERAGE HOUSE ANALYSTS VIVEK MAHESHWARI [2015] Patanjali ayurved in their annual “wish you were listed “ roll last week ,saying its topline exceeded that of listed firms like jyothy labs and emami ltd .
LAXMIKANT SHARMA [AGENT,MUMBAI 2016] : whose agency distributes 260 patanjali food and beverage products in the up market bandra and its neighborhood ,his business to double revenues next year .
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RAHUL GUPTA[CONTRIBUTOR , 2014] customers love the products and we are always short of supply ,who estimated the supply shortfall at 30-40%.
NEED OF STUDY: Since nowadays, people are moving towards healthier lifestyle, thus through this study I want to know customer’s preferences 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 explore the customer buying preferences and satisfaction level towards Patanjali ayurvedic products.
OBJECTIVES: The study in hand is conducted keeping in view the following objectives: • To study the brand preferences of ‘PATANJALI’ in minds of Consumers. • To know the attributes that a customer keeps in mind while buying ‘PATANJALI’ Products. • To study the satisfaction level of consumers after using ‘PATANJALI’ Products.
DATA COLLECTION: PRIMARY DATA :Research survey ,Questionnaires method
Secondary data: Patanjali brands,journals,websites of natural products etc .
RESEARCH METHODOLOGY
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This research is based on primary data collected through questionnaires from 100 users of Patanjali Products . The questionnaire design is built up to know the type of products people use, the reason for their buying such product and their post buying satisfaction level from that product. Secondary sources have been used to collect information about ‘Patanjali’ brands. Journals, articles, research reports and government documents .
SAMPLING DESIGN : SAMPLE SIZE : Sample of 100 RESPONDENTS were selected for study .
SAMPLING METHOD :CONVENIENT SAMPLING .Data is going to process ,analyze and interpret with suitable statistical techniques .
AREA OF THE STUDY : TIRUPPUR AND COIMBATORE CITY LIMITATION OF THE STUDY The result of the study may not be generalized because of convenient sampling method . Also Researcher cannot gather much data from age group of 55 & above. The researcher only reach out to accessible area to distribute and gather information . Time And resource constraint are other limitations .
QUESTIONNAIRE DEMOGRAPHIC PROFILE
1. Name: _____________________________________ 2. Age: a). Below 25 years [ ] b). 25-50 years [ ]c). Above 50 years [ ] 5
3. Gender: a). Male _____ b). Female _____ 4. Qualifications a). Upto HSC
b). Upto Graduate c).Upto Post Graduate & others d). Illiterate
5. Marital Status: a). Married [ ]
b). Unmarried [ ]
6. Are you aware of the Patanjali products? a) Yes [ ]
b) No [ ]
7. Do you agree Patanjali offers a large variety of products? a) Agree [ ]
b) Disagree [ ]
d) Strongly agree [ ]
c) Neutral [ ]
e) strongly disagree [ ]
8. Do you agree that Patanjali products are of high quality? a) Agree [ ]
b) Disagree [ ]
c) Neutral [ ]
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d) Strongly agree [ ]
e) strongly disagree [ ]
9. Do you agree the prices of the Patanjali products are fair? a) Agree [ ]
b) Disagree [ ]
d) strongly agree [ ]
c) Neutral [ ]
e) strongly disagree [ ]
10. Do you agree that the Patanjali products have appealing packaging? a) Agree [ ]
b) Disagree [ ]
d) strongly agree [ ]
c) Neutral [ ]
e) strongly disagree [ ]
11. Do you agree that Patanjali products have natural ingredients? a) Agree [ ]
b) Disagree [ ]
d) strongly agree [ ]
c) Neutral [ ]
e) strongly disagree [ ]
12. Do you agree that you are satisfied with the patanjaliproduct? a) Agree [ ]
b) Disagree [ ]
d) strongly agree [ ]
c) Neutral [ ]
e) strongly disagree [ ]
13. Have you faced any problem while using the product? a) Yes [ ]
b) No [ ]
IF YES ,MENTION IN BRIEF ______________________________ 7
_____________________________________________________
14. Do you agree that Patanjali products are chemical-free?
a) Agree [ ]
b) Disagree [ ]
d) strongly agree [ ]
c) Neutral [ ]
e) strongly disagree [ ]
15. Do you agree that Patanjali products have made a good brand image? a) Agree [ ]
b) Disagree [ ]
d) strongly agree [ ]
c) Neutral [ ] e) strongly disagree [ ]
16. Please indicate the reason why you prefer patanjali product? a) convenient [ ]
b) affordable [ ]
c) clean [ ]
d) others [ ] 17.What is the demand of Patanjali products in your viewpoint ? a) High selling [ ]
b) Low selling [ ]
c) Average selling [ ]
d) Least selling [ ]
18.The opinion and experiences of your family and friends affect your buying behaviour Of Patanjali products . ( Please circle the number which you prefer ) Not at all 1 2 3 4 5 very much 8
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