A Project Report

On
CUSTOMER SATISFACTION ON PATANJALI PRODUCT

Submitted for partial fulfilment of the requirements for the award of the degree
Of
Master of Business Administration
VidyaJyothi Institute of Technology, an Autonomous Institute, Hyderabad
(2016-2018)
By
A.RANAVEER GOUD
(16911E0001)
Under the guidance of
Mrs.Rajani
Assistant professor
Department of MBA
VJIT, Hyderabad

Department of Master of Business Administration

VidyaJyothi Institute of Technology
(An Autonomous Institution)
Aziz Nagar, Hyderabad, Telangana-500 075
BONAFIDE CERTIFICATE

This is to certify that the project report entitled “CUSTOMER SATISFACTION ON PATANJALI
PRODUCT"that is being submitted by RANAVEER GOUD.A bearing roll number 16911E0001 in
partial fulfillment of project work submitted to the VidyaJyothi Institute of Technology an Autonomous
Institution in a record of bonafide work carried out by him under our guidance and supervision.

INTERNAL GUIDE HEAD OF THE DEPARTMENT

Mrs.RajaniDr. P Chakradhar

Assistant professor Professor& Head of the Department

VJIT, Hyderabad VJIT, Hyderabad

EXTERNAL EXAMINER
DECLARATION

I hereby declare that the project report entitled “CUSTOMER SATISFACTION ONPATANJALI
PRODUCT.Is my original work written and submitted by me in partial fulfillment of Master’s Degree
in Business Administration (VidyaJyothi Institute of Technology an Autonomous Institution)

Date: Signature
ACKNOWLEDGEMENT

I take this opportunity to extend my profound thanks and deep sense of gratitude to the people for giving
me this opportunity.

I wish to express my deep sense of gratitude to internal guide Mrs.Rajani, Assistant professor for her
continuous support and valuable guidance which were very instrumental in the successful completion of
the project.

I take immense pleasure in thanking Dr. P Chakradhar, Professor and Head of the department for
providing me an opportunity for completion of the project work and permitting to do this project.

I am also thankful to all those who have incidentally helped me, through their valued guidance, co-
operation and support during the course of my project.

Name of the student

A.RANAVEER GOUD
INDEX
DETAILS P.NO
Introduction 2
Review of Literature 5
Research gap 6
Research questions 7
Objectives 8
Hypothesis 9
Need, Scope 10
Research Methodology 12
Company profile 15
History of the company 17
Vision, Mission 17
Objectives 18
Board of Directors 19
Products & Services 21
Data Analysis & Interpretation 38
Findings 54
Suggestions 55
Conclusion 56
Bibliography 57
Questionnaires 58
INTRODUCTION:

Customer satisfaction, it is a word frequently used in marketing to calculate the products

and services from the company to meet the expectations of the consumers. It is defined as "the number
of customers, or percentage of total customers, whose reported experienced with a firm, its products
and its services (ratings) exceeds specified satisfaction goals."

Whether the buyer is satisfied after purchase, it depends on the performance level of product and
service in relation to customer expectations. In general satisfaction is a person’s behavior and feelings
of resulting when comparing a product perceived performance relation to his\her expectations. If the
performance level is below the expectation, then the customer is dissatisfied. If the performance level is
above the expectation, then the customer is satisfied.

It is observed as a valuable indicator with in business and often part of a Balanced Scorecard. In a
marketplace where business is competitive for customer, customer satisfaction is seen as a keen
differentiator and increasingly and has become a keen element of business strategy.

“Within the organization customer satisfaction a ratings has most powerful effects. Employees in the
organization they must focus on satisfy the expectations of customers. Furthermore, the graph rating is
downfall stage employees warn problems which effects in sales and revenue.

These metrics quantify an important dynamic. When a brand has loyal customers, it acquires positive
word-of-mouth marketing, which is both free and highly effective." Therefore, it is necessary for
businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and
representative measures of satisfaction. "In researching satisfaction, firms generally ask customers
whether their product or service has met or exceeded expectations. Thus, expectations are a key factor
behind satisfaction. When customers have high expectations and the reality performance falls short,
they will be disappointed and will likely rate their experience as less than satisfying.
Meaning of customer satisfaction:

Customer satisfaction is a business term, is a measure of how products and services supplied by a
company meet or surpass customer expectation. It is seen as a key performance indicator within
business and part of the four prospective of balanced score card.

Purpose:

Satisfaction A business ideally is continuously seeking response and feedback to improve customer

“Customer satisfaction provides a leading indicator of customer retention and loyalty.” Customer
satisfaction data are among the most frequently collected indicators of market perceptions. Their
principal used is twofold. "Within organizations, the collection, analysis and dissemination of these
data send a message about the importance of tending to customers and ensuring that they have a
positive experience with the company‘s goods and services."

"Although sales or market share can indicate how well a firm is performing currently, satisfaction is
perhaps the best indicator of how likely it is that the firm‘s customers will make further purchases in the
future. Much research has focused on the relationship between customer satisfaction and retention.
Studies indicate that the ramifications of satisfaction are most strongly realized at the extremes." On a
five-point scale, "individuals who rate their customers who indicate scale, "individuals who rate their
satisfaction level as '5' are likely to become return customers and might even evangelize for the firm. (A
second important metric related to satisfaction is willingness to recommend. This metric is defined as
"The percentage of surveyed that they would recommend a brand to friends." When a customer is
satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This can be
a powerful marketing advantage.) "Individuals who rate their satisfaction level as '1,' by contrast, are
unlikely to return. Further, they can hurt the firm by making negative comments about it to prospective
customers. Willingness to recommend is a key metric relating to customer satisfaction."

Customer Satisfaction is the buzzword used by the business people for the success of organization in
the present days. Due to increase in competition in every product –line it becomes difficult for the
companies to retain the customers for longer period, so to retain the customers for longer period the
marketer has to do only one thing i.e. “Satisfy the Customers.
Theoretical Ground:

In literature antecedents of satisfaction are read by various aspects. In most of cases consideration is
focused on two basic constructs as customer’s expectations prior to purchase or use of a product and his
relative perception of the performance of that product after using it.

Every customer on a product says his anticipated performance for that product. As it suggested in the
literature, every customer may have various kinds of opinions about product performance. There are
four types of performances; they are ideal, expected, minimum tolerable and desirable. Perceived
product performance is considered as an important construct due to its ability to allow making
comparisons with the expectations.

It is considered that customers judge product on set of norms and attributes. In some research studies,
scholars are established that customer satisfaction has a strong emotional, affective, component. Still
others show that the cognitive and affective components of customer satisfaction reciprocally influence
each other over time to determine overall satisfaction.

Especially for durable goods that are consumed over time, there is value to taking a dynamic
perspective on customer satisfaction. Within a dynamic perspective, customer satisfaction can evolve
over time as customer repeatedly uses a product or interact with a service. The satisfaction experienced
with each interaction (transactional satisfaction) can influence the overall, cumulative satisfaction.
Scholars showed that it is not just overall customer satisfaction, but also customer loyalty that evolves
over time.

Disconfirmation model:

It is based on the comparisons of customer expectation and perceived performance ratings. Specially,
an individual’s expectation is confirmed when a product or service is good as expected. When a product
performs badly then expected is confirmed as negative. The disconfirmation is positive when product
performance is over the expectations. There are four constructions to describe the disconfirmation
paradigm such as expectations, performance, disconfirmation and satisfaction. "Satisfaction is
considered as an outcome of purchase and use, resulting from the buyers’ comparison of expected
rewards and incurred costs of the purchase in relation to the anticipated consequences. In operation,
satisfaction is somehow similar to attitude as it can be evaluated as the sum of satisfactions with some
features of a product.”
Construction:

Every organization has to focus on non-customers and also retain the existing customers. Measuring
customer satisfaction provides an indication of how successful organization is at providing products or
services to the marketplace.

As research on consumption experiences grows, evidence suggests that consumers purchase goods and
services for a combination of two types of benefits: hedonic and utilitarian. Hedonic benefits are
associated with the sensory and experiential attributes of the product. Utilitarian benefits of a product
are associated with the more instrumental and functional attributes of the product.

Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of
satisfaction will vary from person to person and product/service to product/service. The state of
satisfaction depends on a number of both psychological and physical variables which correlate with
satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary
depending on other options the customer may have and other products against which the customer can
compare the organization's products.

The basis for the measurement of customer satisfaction with a service by using the gap between the
customer's expectation of performance and their perceived experience of performance this provides the
measurer with a satisfaction "gap" which is objective and quantitative in nature.

1. Good quality measures need to have better reliability, high level satisfaction and low error
variance. In satisfaction measures it was found that multi-item semantic differential scale
performed best across hedonic and utilities service consumption contexts. A study by wirtz and
lee found that six-item 7- point semantic differential scale which is a six-item 7-point bipolar
scale. It loaded highest item reliability, it loaded mostly high level satisfaction and had by far
the lowest error variances.

Finally, all measures captured both affective and cognitive aspects of satisfaction, independent of their
scale anchors. Affective measures capture a consumer’s attitude (liking/disliking) towards a product,
which can result from any product information or experience. On the other hand, cognitive element is
defined as an appraisal or conclusion on how the product’s performance compared against expectations
(or exceeded or fell short of expectations), was useful (or not useful), fit the situation (or did not fit),
exceeded the requirements of the situation (or did not exceed).

Recent research shows that in most commercial applications, such as firms conducting customer
surveys, a single-item overall satisfaction scale performs just as well as a multi-item scale. Especially in
larger scale studies where a researcher needs to gather data from a large number of customers, a single-
item scale may be preferred because it can reduce total survey error

Why customer satisfaction is so important:

There are six main reasons for customer satisfaction:

 It’s a leading indicator of consumer repurchasing intentions and loyalty

 Its increases customer life time value
 Its reduces negative word of mouth
 It increases customer chum
 It is cheaper to retain customer than acquires new ones
 It’s a point of differentiation

1. It’s a leading indicator of customer repurchasing intentions and loyalty :

Requesting a customer to give rating on a scale of 1-5 on behalf of satisfaction is a better way to
see if they become repeat purchasers. It is a best indicator of how likely a customer will make
purchase in future.
Scores below 2 it’s a warning sign that customer is unhappy and at risk of leaving.

2. It increases customer life time value :

1. If you increase customer life time value (clv), you increase the returns on your marketing
dollar. Successful business person can understand this.

Customer lifetime value is a beneficiary of high customer satisfactions and good customer
retention.
3. Negative word of mouth :

Customer satisfaction is directly linked with word of mouth, if a customer is unsatisfied with the
product then negative impact will arise leads to negative word of mouth.

4. It increases customer churn :

By measuring and tracking customer satisfaction we can put new processes in place to increase the
overall quality of your customer service. Customer satisfaction is the metric you can use to reduce
the customer churn.

5. It is cheaper to retain customer than acquire new ones :

Acquiring new customers is highly expensive, its cost six to seven times more to acquire new
customer then it does to retain existing customers.

Organizations need lot of money, getting the attention of prospects, nurturing them into leads and
closing the sales.

Some of strategies to retain customers:

 Use blogs to educate customers
 Use mails to send special promotions.

6. It’s a point of differentiation:

Every business competes for customers in competitive marketplace. Business who succeeds in this
cut-throat environments are the ones that make customer satisfaction as a key element of their
business strategy.
ADVANTAGES OF CUSTOMER SATISFACTION:

Introduction to Patanjali products:

Patanjali ayurved limited is the leading ayurvedic company in India, which was incorporated in the
year 2006. Patanjali ayurvedic limited manufactures a wide range of Ayurvedic products that
include home care, grocery, personal care, health care, medicine, nutritional products etc,

Patanjali ayurved limited is an Indian FMCG company located in industrial area of Haridwar. The
company manufactures mineral and herbal products. According to CLSA and HSBC, patanjali is
the fastest growing FMCG Company in India.

Patanjali operates via 3 business segments, viz.., foods (foods, supplements, digestives, dairy,
juices etc), FMCG cosmetics (shampoos, soaps, face wash), home care (detergent cake, powder,
liquid), etc) and ayurvedic products (health care products, skin diseases, joint pain,etc).

Patanjali ayurved has limited advertising expenses, which gives it enough leeway to pass on the
savings from lower ads spends by way of lower prices. The company advertises in a limited way –
newspapers, news tickers and some digital advertising etc,
Review of literatures:

1.Debarun chakraborty: studied the customer satisfaction and expectation towards patanjali
products. The results of the study revealed that the dimensions that influence the satisfaction
level of customer are: core services (like good coverage, good connectivity and network quality)
and product rate. Further results show there is a significant relation between the brand name and
the preference of customers. Hence, it has been recommended that Patanjali Company should
focus on connectivity, rates, coverage.

2. the study conducted by R.C.S Rajpurohit and M.L Vasita on consumer preference and
satisfaction towards various services offered by service providers, with an objectives to study
the consumers satisfaction level towards various services offered by service providers. The
study revealed that consumer prefers a particular service provider on the basis network coverage
and value added services.

3. Ashutosh mishra et.al conducted a comparative study on customer satisfaction

Provides in India. The objective of the study is to understand the attitude of people towards
various various satisfaction services in Indian.the study found that patanjali outdoes its rest of
the competitors in the case of all the three business matrices used which are net sales, profit
after tax reduction and market capitalization. Also the level of satisfaction of the customers of
patanjali is higher than that of other customers.
Research gap:

A research gap is defined as a topic or area for which missing or insufficient information limits the
ability to reach a conclusion for a question

Very few studies where analyzed in different areas like Mumbai thirupathi and Delhi etc, this study is
designed to fill the gap about how the customers are satisfying by using the patanjali products by doing
the research in the area of Hyderabad and Secunderabad.

Research questions:

1. What are the factors influence customers in using patanjali products?

2. What are the satisfaction levels of customers on patanjali products?

3. What are the reasons of resistance for using patanjali products?

OBJECTIVES:

 To study the customer satisfaction on ‘patanjali’ products after using.

 To study the brand perception of ‘patanjali’ in the minds of customer.
 To know the satisfaction levels on price and quality of the ‘patanjali’ products.
Hypothesis:

A hypothesis is a tentative statement about the relationship between two or more variables it is a
specific testable prediction about what you expect to happen in a study.

Null hypothesis:

The null hypothesis (H0) is a hypothesis which the researchers try to disprove, reject or nullify. The
null often refers to common view of something, while the alternative hypothesis is what the researcher
really think is the cause of a phenomenon

Alternative hypothesis:

An alternative hypothesis is one that states there is a statistically significant relationship between two
variables. It is usually hypothesis a researcher or experimenter is trying to prove or has already proven.

Null hypothesis:

There is no significant difference between the experience, age, area and qualifications of the
respondents and their overall opinion about customer satisfaction of instant patanjali products.

Alternate hypothesis:

There is a significant difference between the experience, age, area and qualifications of the respondents
and their overall opinion about customer satisfaction of instant patanjali products.

Statement:

H1: yes! There is a customer satisfaction on ‘patanjali’ products after using.

H0: no! There is no customer satisfaction on ‘patanjali’ products after using.

H1: yes! There is a brand perception of ‘patanjali’ in the minds of customer

H0: no! There is no brand perception of ‘patanjali’ in the minds of custome

SCOPE OF THE STUDY:

.
 This study helps to know organizations are giving better service to their customers to face
challenges posed by the competitors.
 This study helps to know to retain the present customers use regarding the services provided by
key strategies.
 This study helps to know the business organizations are adopting new techniques and methods
for growth of business
Period of the study:

I completed my research with in a period of 45 days

Research methodology:

Research methodology is a way to find out the result of a given problem on a specific matter or
problem that is also referred as research problem. In Methodology, researcher uses different criteria for
solving/searching the given research problem. Different sources use different type of methods for
solving the problem. If we think about the word “Methodology”, it is the way of searching or solving
the research problem.
Collection of data:

It 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 buying such
products and their post buying satisfaction level from the product. Secondary sources have been used to
collect information about patanjali brands, journals, articles, reports.

The process used to collect the information and data for the purpose of making business decisions. The
methodology may include publication research, interviews, surveys and other research techniques.

It is used to collect the information and data from various sources

1. Primary data
2. Secondary data

Primary data: “Data which are gathered originally for a certain purpose are known as primary data.”
These are collected for the first time by an investigator or an agency for any statistical analysis.

Primary data is collected by observation, interviews, surveys.

Secondary data: These are the data which are collected from some secondary source i.e. the source of
reservation storage where the data is collected by one person and used by other agency. These are
collected as primary data and used by other as secondary data.

“The data which are used in an investigation, but which have been gathered originally by someone else
for some other purpose are known as secondary data.”

The secondary data on location, demography and other details about the study area, this data is
collected through publications, newspaper.
TOOLS OF ANALYSIS

The collected data were tabulated and analyzed. The tools used for analysis are as follows.

Frequency and Percentages

The data was subjected to frequencies and percentages to know the distribution of the
respondents according to selected variables. Frequency was the number of times a variable is repeated.
Percentage was used for standardization of size by computing the number of individuals that would be in
a given category.

Tabular analysis
Tabular analysis was used to study the socio-economic characteristics of the sample respondents
like age, educational status, occupation, family size and type, customer satisfaction towards patanjali
products . The factors influencing the customer satisfaction were also analyzed using percentages.

Likert scaling technique

Likert scaling technique was used to identify the customer satisfaction management at patanjali
products and it's services .Likert -type scale assumes that the strength/intensity of experience/response
is linear, i.e. on a continuum from strongly agree to strongly disagree, and makes the assumption that
attitudes can be measured. Respondents may be offered a choice of five to seven or even nine pre-coded
responses with the neutral point being neither agree nor disagree

In its final form, the Likert scale was used in a five point scale to allow the farmer/trader express
how much they agree or disagree with a particular problem.

1. Strongly disagree
2. Disagree
3. Neither agree nor disagree
4. Agree

5. Strongly agree
2- STAGE

Customer satisfaction on Patanjali products

Data analysis
1. Do you agree Patanjali offers a large variety of products?

a) Agree [ ] b) Disagree [ ] c) Neutral []

d) Strongly agree [] e) strongly disagree []

STRONGLY AGREE 25%

AGREE 52%
NETURAL 6%
DISAGREE 8%
STRONGLY DISAGREE 9%

4%
STRONGLY AGREE
2%
8%
AGREE
29%

NETURAL

DISAGREE
57%
STRONGLY
DISAGREE

Chart-1

INTERPRETATION:

 The above chart shows that 25% people strongly agree that patanjali offers large variety
of product while 52% people are agreed 6%people are neutral that patanjali offers large
variety of products. While 8% people are disagree and 9% people think that patanjali has
not offers large variety of product.
2. Do you agree that Patanjali products are of high quality?

a) Agree [ ] b) Disagree [ ] c) Neutral []

d) Strongly agree [ ] e) strongly disagree []

STRONGLY AGREE 29%

AGREE 57%
NETURAL 2%
DISAGREE 8%
STRONGLY DISAGREE 4%

4%
2%
8% STRONGLY AGREE
29% AGREE
NETURAL
DISAGREE
57% STRONGLY DISAGREE

Chart-2

INTERPRETATION:

 From the above Table shows that 29% people are strongly agreed that patanjali products
are of high quality, 57% people are agreed that products are of high quality, only 2%
people are neutral and believe that patanjali offers good quality of product, but 12%
customers are not satisfy with the quality of product.
3. Do you agree the prices of the Patanjali products are fair?

a) Agree [ ] b) Disagree [ ] c) Neutral []

d) strongly agree [ ] e) strongly disagree []

STRONGLY AGREE 44%

AGREE 31%
NETURAL 5%
DISAGREE 10%
STRONGLY DISAGREE 10%

10%
STRONGLY AGREE
10%
44% AGREE
5%
NETURAL
DISAGREE
STRONGLY DISAGREE
31%

Chart-3

INTERPRETATION:

 from the above chart Out of 100% people 44% are strongly agreed with fair prices, 31%
people are agreed that patanjali products are with fair prices, 5% are neutral about prices
and 20% people are disagree and they thinks that price of the products are not fair.
4. Do you agree that the Patanjali products have appealing packaging?

a) Agree [ ] b) Disagree [ ] c) Neutral []

d) Strongly agree [ ] e) strongly disagree []

Stronly agree 29%

Agree 42%
Neutral 4%
disagree 17%
strongly disagree 8%

8%

29% Stronly agree

17%
Agree
Neutral
4%
disagree
strongly disagree

42%

Chart-4

INTERPRETATION:

 The above chart shows that 29% members are strongly agree that patanjali products have
appealing packing, 42% members are agree and thinks that patanjali packing is good, 4%
members are neutral with appealing packing and 25% are disagree with packing appealing.
5. Do you agree that Patanjali products have natural ingredients?

a) Agree [ ] b) Disagree [ ] c) Neutral []

d) Strongly agree [ ] e) strongly disagree []

Stronly agree 29%

Agree 71%
Neutral 0%
disagree 0%
strongly disagree 0%

0% 0% 0%

strongly agree
29%
agree
neutral
disagree
71%
strongly disagree

Chart-5

INTERPRETATION:

 The above chart shows that 29% customers are strongly agreed and believes that
patanjali products have natural ingredients and 29% customers agreed that
patanjali products have natural ingredients.
6. Do you agree that you are satisfied with the patanjali products?

a) Agree [ ] b) Disagree [ ] c) Neutral []

d) Strongly agree [ ] e) strongly disagree []

Strongly agree 22%

Agree 45%
Neutral 0%
disagree 19%
strongly disagree 14%

Stronly agree
14%
22%
Agree
19% Neutral
disagree
0% 45%
strongly disagree

Chart-6

INTERPRETATION:

 In the above chart shows that 22% customers are satisfied and strongly agreed with
patanjali products , 45% customers are agreed and their satisfaction levels are good, while
33% customer are strongly disagreed and they are not satisfied with patanjali products.
7. Have you faced any problem while using the product?

A) Yes [] b) No []

Column1 Column2
Yes No
78% 22%
yes no

22%

yes
no

78%

Chart-7

INTERPRETATION:

 From the table I observed that 78% customers are happy, feeling good and they do not
face any problem while 22% customer are not happy and facing problem with
patanjali products.
8. Do you agree that Patanjali products are chemical-free?

a) Agree [ ] b) Disagree [ ] c) Neutral []

d) Strongly agree [ ] e) strongly disagree []

Stronly agree 18%

Agree 49%
Neutral 10%
disagree 5%
strongly disagree 18%

18% 18% Stronly agree

5%
Agree
Neutral
10%
disagree
49% strongly disagree

Chart-8

INTERPRETATION:

 From the above colum18% customers are strongly agreed and believe that
patanjali is a chemical free product, 49% customers are agreed and belived that
patanjali products are chemical free, 10% customers are neutral. While 23%
people are disagreed and thinks that patanjali is not chemical free product.
9. Do you agree that Patanjali products have made a good brand image?

a) Agree [ ] b) Disagree [ ] c) Neutral []

d) Strongly agree [ ] e) strongly disagree []

Stronly agree 84%

Agree 11%
Neutral 3%
disagree 3%
strongly disagree 3%

3% 3%
3%

10% Stronly agree

Agree
Neutral
disagree
strongly disagree
81%

Chart-9

INTERPRETATION:

 The above chart shows that 84% people thinks that patanjali product have made a good
brand image and strongly agreed, 11% people are agreed and they also believe that
patanjali products have good brand image while 6% peoples are not agreed that patanjali
products may don’t have good brand image
10. How do you analysis awareness of Patanjali products?
A) Advertisement
b) Word of mouth
c) Personal selling
d) Direct marketing

AWARENESS NO.OF PERCENTAGE

S.N0 RESPONDENTS (%)
1 Advertisement 31
2 Friends 05 10
3 Relatives 10 20
4 Neighbors 04 08
TOTAL 50 100

31 1 Advertisement
2 Friends
50
3 Relatives

5 4 Neighbours

10
4

Chart-10

INTERPRETATION:

The above table shows that, 62% of the respondents are aware about PATANJALI
PRODUCTS through advertisement, 10% of the respondents are aware through their friends,
20% of the respondents are aware through their relatives and 8% of the respondents are aware
through their neighbors.
11. Where do you prefer to buy patanjali products?

a) Patanjali shop
b) Online shopping
c) Super market
d) Departmental stores

S.NO PLACE NO.OF PERCENTAGE

RESPONDENTS (%)
1 Patanjali shop 24 48
2 Online shopping 7 14
3 Super market 5 10
4 Departmental store 14 28
TOTAL 50 100

NO.OF RESPONDENTS

24
1 Patanjali shop
2 Online shopping
50
7 3 Super market
5 4 Departmental store
14

Chart-11

INTERPRETATION:

 This table portrays that, out of 50 respondents 48% of the respondents are
purchase from patanjali shop, 14% of the respondents are purchase from online
shopping, 10% of the respondents are purchase from super market and 28% of
the respondents are purchase from departmental store.
12. State the reason for preferring patanjali products.
a) Low price
b) Brand name
c) Natural product
d) Quality

PERCENTAGE
S.NO REASON %
1 low price 10%
2 Brand name 14%
3 Natural product 52%
4 Quality 24%

PERCENTAGE %

10%
24% 1 low price
14%
2 Brand name
3 Natural product
4 Quality
52%

Chart-12

INTERPRETATION:

 This table portrays that, out of 50 respondents, 10% of the respondents are
prefer to patanjali cosmetic product for the purpose of low price, 14% of the
respondents for brand name, 52% of the respondents for natural product and
24% of the respondents shift to patanjali cosmetic product for the purpose
quality.
13. How do you give rank for the patanjali products?
a) Low price b) Attractive package
c) Brightness d) Long freshness

S.NO FACTORS I II III IV V VI VII VIII TOTAL RANK

VALUE
1 Low price 9 7 11 9 6 2 3 3 271 2
2 Attractive 2 5 9 9 6 11 6 2 221 4
Package
3 Brightness - 7 8 8 11 7 4 5 215 5
4 Long freshness 4 1 1 5 9 11 7 12 165 7
5 Fragrance 2 1 3 6 4 11 16 7 159 8
6 Quality 2 15 9 3 9 3 3 6 247 3
7 Nature 24 7 5 2 2 1 8 1 309 1
8 Advertisement 7 7 4 8 3 4 3 14 213 6

Column3
0%
1 Low price
14% 18% 4%
2 Attractive
0%
2 package
8%
48% 3 Brightness
4%
4% 4 Long freshness

Chart-13

INTERPRETATION:
 The above table reveals that nature which assigned as first rank, low price
assigned as second rank, quality assigned as third rank, attractive package
assigned as fourth rank, brightness assigned as fifth rank, advertisement
assigned as sixth rank, long freshness assigned as seventh rank, fragrance as
eighth rank.
14. Do you face any problems of patanjali products?
a) Yes
b) No

S.NO OPINION NO.OF PERCENTAGE

RESPONDENTS (%)
1 Yes 17 34
2 No 33 66

NO.OF RESPONDENTS

34%
1 Yes
2 No
66%

Chart-14

INTERPRETATION:

 The above table depicts that problem of using Patanjali PRODUCTS. Out of 50
respondents 34 % of the respondents face problems by using Patanjali
PRODUCTS and 66 % of the respondents do not face problems by using
patanjali PRODUCTS.
15. Which sources do you get these products.

a) Online
b) Patanjali stores
c) Retail stores
d) Super markets

Sl no Resources Respondents
1 Online 22
2 Patanjali stores 45

3 Retail stores 15
4 Super markets 19

Column3
0%

19% 22% 1 Online

2 Patanjali stores
15%
3 Retail stores
4 Super markets
44%

Chart-15

INTERPRETATION:

 From the above table shows that 22% respondents are preferred for online, 45%
respondents are choose to preferred for patanjali stores, while 15%respondents are
preferred for retail stores and 19% respondents are preferred for super markets.
STAGE-III

ANALYSIS AND INTERPRETATION OF RESULTS

FINDINGS

The data collected through 100 questionnaires is analyzed. Out of 100 users, dominant portion

i.e. nearly 2/3rd of the users age between 20-40 years. Looking at the gender distribution, 70% of
the users taken under study are females who can perceive to be more interested in buying herbal
cosmetics. In Occupation frequency, nearly half of the users are students who are pursuing
studies followed by35% of service class users.

1. Some people think that patanjali product is a god brand and they are satisfied with their
variety of product

2. 57% of people agreed that Patanjali products are excellent and satisfied with the product.

3. Before buying patanjali product people keep in mind that the product is good in variety
or chemical free.
SUGGESTIONS:

1) To make a successful product, Patañjali’s marketing strategy should attract long

term consumers.

2) They can increase their distribution channels.

3) They have to focus back on product efficiency. Rising above the noise of
advertising.

4) They can increase their outlet and stores.

5) Patanjali marketers should focus on promotional activities such as direct marketing and door to
door selling.

6) They expand the market into rural areas.

7) They should more focus on modern trade also.

CONCLUSION:

1. The Findings in the paper show that there are many significant factors that together make
up the buying decision of the product.

2. Customers’ perception towards a brand is built largely on the satisfactory value the user
receives after paying for the product and the benefits the user looks for.

3. In the above study, a large portion of the user is satisfied from Patanjali products. It may
be because of reasonable price of the product.

4. It may be due to ability of the product to cure the problem. The satisfaction brings in the
retention of customer.

5. Patanjali is enjoying the advantageous position in market through spirituality element

involved in its products. However, it should not ignore the competitors like Naturals,
pure roots, Vindhya herbals. Patanjali in order to retain more customers and satisfy them,
must fulfill the claims made by the company before any other brand may mushroom up
and take away the benefits of marketing through spirituality
RESEARCH QUESTIONNARE:-

1. NAME:

2. AGE

a) Below 18 b) 19-30

c) 31-45 d) 45-60

e) Above 60

3. EDUCATION

a) S.S.C b) Intermediate

c) Graduation d) Post graduation

4. INCOME LEVEL

a) Below 5000 b) 5001-30000

c) Above 30000

5. MARITAL STATUS

a) Married b) Unmarried

6. Do you agree Patanjali offers a large variety of products?

a) Agree [ ] b) Disagree [ ] c) Neutral []

d) Strongly agree [] e) strongly disagree []

7. Do you agree that Patanjali products are of high quality?

a) Agree [ ] b) Disagree [ ] c) Neutral []

d) Strongly agree [ ] e) strongly disagree []

8. Do you agree the prices of the Patanjali products are fair?

a) Agree [ ] b) Disagree [ ] c) Neutral []

d) Strongly agree [ ] e) strongly disagree []

9. Do you agree that the Patanjali products have appealing packaging?

a) Agree [ ] b) Disagree [ ] c) Neutral []

d) Strongly agree [ ] e) strongly disagree []

10. Do you agree that Patanjali products have natural ingredients?

a) Agree [ ] b) Disagree [ ] c) Neutral []

d) Strongly agree [ ] e) strongly disagree []

11. Do you agree that you are satisfied with the patanjali products?

a) Agree [ ] b) Disagree [ ] c) Neutral []

d) Strongly agree [ ] e) strongly disagree []

12. Have you faced any problem while using the product?

A) Yes [] b) No []

13. Do you agree that Patanjali products are chemical-free?

a) Agree [ ] b) Disagree [ ] c) Neutral []

d) Strongly agree [ ] e) strongly disagree []

14. Do you agree that Patanjali products have made a good brand image?

a) Agree [ ] b) Disagree [ ] c) Neutral []

d) Strongly agree [ ] e) strongly disagree []

15. How do you analysis awareness of Patanjali products?

a) Advertisement

b) Word of mouth

c) Personal selling

d) Direct marketing

16. Where do you prefer to buy patanjali products?

a) Patanjali shop
b) Online shopping
c) Super market
d) Departmental stores

17. State the reason for preferring patanjali products.

a) Low price
b) Brand name
c) Natural product
d) Quality
18. How do you give rank for the patanjali products?
a) Low price b) Attractive package
c) Brightness d) Long freshness

19. Do you face any problems of patanjali products?

a) Yes
b) No

20. Which sources do you get these products

Online

a) Patanjali stores
b) Retail stores

c) Super markets
BIBLIOGRAPHY

Books- Marketing Management, Philip Kotler

Refrences- Vishal Kumar Laheri, Research Scholar FMS, University of Delhi, Delhi,
India.
Anupam, Research Scholar, FMS, University of Delhi, Delhi,
India. WEBSITES-
www.acdemia.edu
www.patanjaliayurved.net
www.himalayaninstitute.org