Impact of Brand Awareness, Advertising, Word-of-mouth ord-of-mouth and Experiential learning on Purchase intention towards Patanjali 1 The FMCG Market Scene in India !he "#$% mar&et mar&et has alwa's alwa's (een one of enormous enormous potential in India, India, owing majorl' to its huge population )owever, from the 1*+s through the 1*.s, investments and growth in the industr' were ver' limited, (ecause of the low purchasing power of the population and the governments governments preference for the small-scale sector sector !he li(erali/ation of the econom' (oosted the incomes and living standards of the people and (rought in an in0ux of "ast #oving $onsumer %oods in the mar&et SL Rao (2001) relates the growth in the %P, agriculture and industr' over the post-li(erali/ation period, corresponding with a growth in consumer goods production !he pea& growth of consumer goods production 2during the *s3 was in 1**+-*4 when the Index showed a growth of 15. per cent, declining thereafter for three 'ears, rising to 4 per cent in 1***-5 and . per cent in 5-1 !here was a surge of foreign foreign companies into the mar&et, mar&et, li&e )industan )industan 6nilever 7imited, #arico, )en&el, Procter Procter 8 %am(le, $ad(ur' and 9ec&itt Benc&iser, with their wide range of goods, tr'ing to attract and capture the Indian consumers !he competition has (een (oth (etween the domestic companies 2li&e a(ur, Emami and Amul3 and the foreign companies, and that among the foreign companies themselves Products Products range from toiletries, pharmaceuticals, cosmetics, (ul(s, pac&aged food products, house care products, products, plastic goods, white goods, consumer nondura(les, etc !he arrival of Patanjali Patanjali into the Indian "#$% mar&et mar&et in 54 mar&ed mar&ed a turning point in its timeline, and the 'ears that followed presented a rare case where a domestic (rand was a(out to continuall' outperform its foreign competitors, grow manifold over the 'ears, and even create a lo'al (ase of customers with its mar&eting, mar&eting, which was a fading concept among "#$% products 5 The purchase intention of consumers and its
determinants
The Hierarchy-of-eects theory (1961) proposed that cognitive activit' 2non-evaluative thin&ing3 causes a:ective activit' 2evaluative mental activit'3, which causes conative activit' 2plans for actions and the actions themselves3 It selected various varia(les which were indicative of the various stages in the hierarch'- Advertising, Attitude, Awareness, $on;dence, "avora(leness, Intention, urprisingl', his research concluded that advertising has no direct in0uence on ultimate purchase for the product studied !hat could however, (e attri(uted to the primitive form of advertising used (ac& then, compared to now $ase in point, Sharma " Shar#a (200!) identi;ed that advertising, sales promotion, pu(licit' and pu(lic relation were the most e?cient tools availa(le that could (e accessed (' a mar&eting manager to identif' its products and services among competitors $ari%shat Sin&h anhas an Vie* Shar#a (2011) ascertained that (randing and promotion are integral components regarding fast moving consumer goods, and in0uences the purchase patterns of consumers in India !he' noticed that Indian companies are continuall' spending greater amounts of resources on (uilding (rand e=uit' @#ar&eters and shareholders have come to reali/e that the most valua(le and enduring asset a compan' can own is its own (rand !his (rand needs to (e continuall' nurtured through promotional activit' in a(ove-the-line and (elow-the-line communications $onsumers in emerging mar&ets li&e India are di:erent from their counterparts in developed mar&ets ur mar&ets are often characteri/ed (' speci;c local needs, limited purchasing power and high price sensitivit' ($raha*a an Lie+ertha*, 199). hanna an $a*e/ (199!) have illustrated that ;rms in the wa&e of inade=uatel'-developed mar&ets for la(or and capital, in an emergent mar&et li&e India, ;rms must go through numerous constraints and challenges from all fronts, to cope up with the competitive environment of "#$% . a&ara3an an 4. ha3a Sheri (2015) have highlighted some more challenges in the "#$% sector and identi;es promotion- advertising, trade shows, promotional literature, technical literature, samples, incentives, We( site, seminars, pu(lic relations, as one of the areas to wor& upon to ma&e a mar& in the mar&et
Positive word-of-mouth has (een considered (' researchers, time and time again, as one of the oldest and most e:ective forms of mar&eting communication, whether from the vendors, experts, or friends and famil' Empirical data collected (' nne7, aner3ee an Li (2000) and the models drawn from them suggested that the integration of word-of-mouth into the mar&eting strateg' ma' (e (ene;cial and help develop a more customer-centric approach to mar&eting hara7a3 et a*. (1995) had previousl' suggested that when women (u'ers cannot evaluate the =ualities of various products and decide on one, the' might go for the (rand with more reputation on word-of-mouth Building a successful (rand is something that ta&es a lifetime of commitment with enormous time planning and perseverance nl' then can a (rand (e (ig and fruitful enough to attract customers and create that impression just (' its name hi#rao . hoes7ar (200) studies how (rands li&e Archies, Boroline, a(ur Cati&a have (een a(le to create a strong positioning for themselves, and the (rand name, as a result, is enough for the consumers to &now that the' are the (est in greeting cards, antiseptic creams and hair care shampoos respectivel' 8ai . e*#an (2010) emphasi/ed the importance of (randing in the digital age !he' pointed out how, for instance, while consideration online, a customer can add or remove a (rand entirel' from his selection while evaluating his products $ustomer reviews have also (ecome a huge in0uencing factor in the digital age, and proper (randing can have immense positive e:ect on the reception and success of the (rand among its customers SL Rao (2001) o(served that the Indian consumers were noticing that what one (rand had to o:er was not too di:erent from that of another (rand, and as a result, were willing to tr' out other (rands as well, wea&ening the forces of (rand lo'alt' in the "#$% sector D The arrival of Patanjali Patanjali A'urved 7imited arrived into the Indian "#$% mar&et in 54 It was founded (' Ba(a 9amdev and Achar'a Bal&rishna, and the compan' mainl' focused on her(al and mineral products during the initial 'ears, eventuall' expanding into a much wider arra' of consumer goods li&e cosmetics, spices, chocolate (ars, (iscuits, juices, corn0a&es etc which put it in direct competition with man' esta(lished (rands in the countr' Patanjali has, however, onl' grown stronger over the 'ears its revenue has grown from 9upees 14D crores in 5*-1 to 9upees +, crores in 51+-14 According to an article on india.com (8th feb 2016), Patanjali plans on providing jo(s for . 'ouths
Brand Strateg! Patanjalis strateg' has evolved with time D1 What started as a compan' ma&ing her(al products and a'urvedic medicine, has now (ecome a dominant pla'er in the Indian "#$% mar&et, manufacturing FFF t'pes of products ne thing has however remained constant- Patanjali sells all its products under the name Patanjali, instead of emphasi/ing on distinct names for each product In addition, it is associated with a famous personalit', ta&es pride in (eing a swadeshi product, spreads the message of purit', and mar&ed its presence in the e-commerce sector D5 Brand Positioning! Patanjali has positioned itself on the pillars of purit' It emphasi/es the a(sence of an' harmful chemicals or adulteration in its products, while simultaneousl' emphasi/ing the shortcomings of competitor products in that ;eld !he usage of the word @/eher 2meaning poison3 for its competitors products has (een a &e' strateg' on Patanjalis part to settle the idea on its consumers minds Patanjali also emphasi/es that a huge chun& of its revenue goes to charit', and its consumers are helping the countr' in the process of (u'ing its products 7atel', Patanjali has even started appealing to the nationalism in its consumers, spreading the message of how foreign companies are ta&ing the countr's capital awa' from the countr', and has started a pitch to throw all foreign companies out of the Indian mar&et in the coming 'ears It tries to convince its customers that the 9upees +, crore revenue is also a victor' for them and the countr', and that the trend must continue, until all its competition is wiped out DD Brand Personalit! !he name Patanjali is derived from that of an ancient >ans&rit author, of wor&s li&e Mahabhasya and Yoga Sutras, and the name thus carries a sense of spiritualit' to it !he prominent face (ehind the (rand is 'oga guru Ba(a 9amdev, a respected saint in the countr' !he personalit' of the (rand spea&s of nature, 'oga, a'urveda, purit' and a(sence of an' harmful condiment- =ualities that denote its sincerit' At the same time, the (rand also stresses on its e:ectiveness and relia(ilit'- =ualities that propagate its competence
