A

STUDY ON

CONSUMER BEHAVIOUR TOWARDS PATANJALI

SUBMITTED BY:
ANITA GANDHI
2015JULBO1013
UNDER THE GUIDANCE OF:
DR.RAHUL GUPTA CHOWDHARY
PROFESSOR, (IFIM B SCHOOL)

DECLARATION
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I Anita Gandhi hereby declare that the project titled CONSUMER

BEHAVIOR towards Patanjali submitted by me as part of partial
fulfillment for the award of the Post Graduation Diploma In
Management (MARKETING), at IFIM B SCHOOL Bangalore, is a
record of bonafide work done by me. I also declare that this report
has to my knowledge is my own and is neither submitted to any
other university nor published any time before.
Date:
Place: Bangalore
Gandhi)

(Anita

ACKNOWLEDGEMENT
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I offer my sincere thanks and humble regards to IFIM ,Bangalore

for imparting us very valuable professional training in PGDM.
I pay my gratitude and sincere regards to DR. RAHUL GUPTA
CHOWDHARY
, my project Guide for
giving me the cream of her knowledge. I am thankful to him as he
has been a constant source of advice, motivation and inspiration.
I am also thankful to him for giving his suggestions and
encouragement throughout the project work.
I take the opportunity to express my gratitude and thanks to our
computer Lab staff and library staff for providing me opportunity
to utilize their resources for the completion of the project.
I am also thankful to my family and friends for constantly
motivating me to complete the project and providing me an
environment which enhanced my knowledge .

TABLE OF CONTENTS
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TITTLE

PAGE NO

INTRODUCTION

MARKETING MIX

6-7

SEGMENTATION,TARGETING &
POSITIONING
GROWTH PATH

8-9

RESEARCH METHORDOLOGY

11-12

DATA INTERPRETATION

13-15

FINDINGS

16-17

CONCLUSION &
RECOMMENDATIONS
ANNEXURE

18

INTRODUCTION

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10

19-21

Marketing through ancient Indian roots has become a very

important topic for discussion as it affects the consumer behavior.
Hence, many organizations are launching and selling their own
products to customer in order to capture market. Baba Ramdev is
one of the famous gurus in teaching yoga in India .Baba through
Patanjali Yogpeeth had launched many products not only based on
auryvedic medicine but also FMCG products as well.
Patanjali Yogpeeth located in Haridwar, Uttrakhand is one of the
biggest yoga institutes in India and is named after the ancient
Yogguru Patanjali. The institute is the first flagship project of
Swami Ramdev Jimaharaj and Acharya Bal Krishna and has been
set up not only for treatment but also for research and
development in Yoga and Auryvedic, but also for the production
and manufacturing of auryvedic products.
It has been constructed almost in 100 acres and designed to have
cars ,buildings, parks and a landscape to rival the best of Delhi
housing project. Patanjali Yogpeeth trust is a non profit
organization started by Baba Ramdev, to carry out social activities
in all he spheres such as health care, education and activities.
Patanjali drives its social responsibility initiatives through Patanjali
Yogpeeth trust.
Thus , Patanjali which is a concept links the rising destiny or rural
masses on one hand and many more suffering the onslaught of
the healthy urban lifestyle on the other hand.It is all about
economically processing the farm products into daily use products
ranging from Auryvedic health suppliments to food and cosmetics
and finally supplying them to urban world.

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MARKETING MIX
In order to know exactly the reason for success of Baba Ramdev,
it is imperative to throw some light on the marketing mix
rudiments. To be a successful marketer it is important that all the
marketing mix elements have to be fine tuned to support and
strengthen brand personality.
1.) Product strategy
Pranayam and Yoga: A Package for Various Diseases
Swami Ramdev's Divya Medicines are claimed to be one hundred
percent natural, made from potent herbs available in the
Himalayas, with no or very little side effects. They have proven
extremely effective for combating all forms of sickness and
disease. Along with these medicines, Swamiji recommends
patients to also adopt the practice of pranayam, which will
strengthen the immune system and quicken the healing
process .But if medicines are required they are also available and
these packages of medicines are available at a very low cost. The
medicines can cure all the diseases from a simple cold to cancer
FMCG Products
Patanjali has also introduced FMCG products to diversify in the
market. Indian FMCG market is a market which has a very wide
range of customers. There are many competitors in all the
categories and although they all have similar products available
at almost similar prices, Patanjali is trying to prove it different
through their marketing strategies. However, entry to this
business is easy (low entry barriers) and this fact has been
utilized very efficiently to result in combined benefit for both
Patanjali and the consumers.
2.) Pricing Strategy
Developing an effective pricing strategy remains the most
important and difficult part of the marketing process. As far as the
pricing of FMCG products is concerned, the pricing strategy is a
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mix of skimming and penetration. Some products are costly than

other competitive brands and some are cheap. But, in case of
pranayam and yoga, Baba Ramdev's uses a penetration strategy
and cost is very less. He urges people not to lose hope or suffer
and depend on expensive treatments. The diseases for which
Indian population spend much more in hospitals, pranayam and
yoga treat all the ailments completely without costly medicines,
operations or surgery. It is amazing, but it is claimed to be true
that this is the cheapest and the only complete cure to most of
the so called incurable diseases like Diabetes, Cancer, HIV and
AIDS too.
3.) Promotional Strategy
Broadly speaking, the promotional marketing strategy of Patanjali
Yogpeeth includes the following:
The most important promotional activity involves yoga
campaign by Baba Ramdev and the Patanjali trust.
Advertising through business journals and newspapers in
India and abroad with the help of an advertising agency.
The company has established a web site in the internet. This
will ensure international visibility and marketing.
Group regularly interacts to industry and business
associations.
Group also has interaction with foreign embassies/trade
counsels in India.
They are also bringing out attractive brochures and other
literature with the help of advertising agency.
4.) PLACE STRATEGY
Patanjali follows various modes of distribution for their products.
They provide sale of products through their website with
online payment facility. These products can be procured
through post also by sending the required amount through
demand draft etc.
Patanjali has opened Patanjali Chikitsalayas and Patanjali
Arogya Kendra in almost all the cities of the country from
where all the Patanjali products can be procured easily. A
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Patanjali trained Ayurvedic doctor also sits in every Patanjali

Chikitsalaya from whom consultation can be obtained
regarding various medicines.
Patanjali herbal products are also available at Post offices
across the country.
A shop is established for sale of products wherever a yoga
camp is organized.
Patanjali has prepared disease specific CDs which they sell
through their various outlets.

SEGMENTATION,TARGETING & POSITIONING

SEGMENTATION and TARGETING:
There is no specific segmentation for Patanjali Ayurved Limited. It
follows
MASS CUSTOMIZATION . Mass customization is a marketing and
manufacturing
technique that combines the flexibility and personalization of
"custom-made" with the low unit costs associated with mass
production.
Customer expectations of the service can be divided into two
types
a) desired service and b) adequate service. Desired service is the
service that a customer desires and expects to get. Whereas
an adequate service is one in which the minimal level of
service which a customer is willing to accept based on his
perception of service acceptability. The service provided by
Baba Ramdevs Patanjali is synchronizing well with the desired
service expectations. Patanjali Yogpeeth, a multi-million rupee
venture, Ramdev's dream project, setas a rival to World Health
Organization only on the basis of sound service that it boasts
of providing. The Patanjali Trust in Haridwar, Uttaranchal is
equipped with all the latest and most sophisticated gadgets.
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Patanjali targets both Everyone who wants to live healthy

and Anyone suffering from any disease. This is because it
follows mass customization as explained above. The most
important promotional activity involves yoga campaign by Baba
Ramdev and the Patanjali trust. It has taken up the Social
Responsibility to make people healthy. The organization is
engaged in various good activities which are of great benefit to
the society. Baba Ramdev has been giving importance on
pranayam and yoga dimensions to target them as population
worldwide. Patanjali Yogpeeth is fully utilizing the historical Indian
roots i.e. spirituality to competitive advantage, created by Baba
Ramdev, to sell its own products in the market. Baba Ramdev's
Patanjali Ayurved employs penetration strategy and cost of good
sis very less. He tells people not to lose hope and not to depend
on costly treatments marketed by various foreign brands. The
diseases for which Indian population spends is much more in
hospitals, on the other side pranayam and yoga treat all the
ailments completely with cheap and quality medicines, operations
or surgery. It is amazing, but it is claimed to be true that this is
the cheapest and the only complete cure to most of the so called
incurable diseases.

POSITIONING:
Patanjali as a brand Talks about Being healthy is my birth right.
It helps in improving life at low cost. Patanjali aims at providing
excellent quality and safe medicines at a very cheap price
compared to other foreign brands. They want people to make our
country economically stronger by making them purchase
medicines made in India by Patanjali and not medicines made
abroad. It is a well-established fact that advertising affects
consumers. The literature on advertising has traditionally
emphasized the persuasive nature of advertising: its purpose is to
alter consumers' tastes for established brand names or company
reputations. Hence, a more-advertised good is preferred over a
less-advertised good. Whatever be the case, Baba Ramdevs
popular opinions of advertising and at the same time not
advertising is unique in its nature. Baba Ramdev's live yoga
classes have become a passion to not only citizens of India but all
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around the globe. This is the positioning strategy used by

Patanjali.

GROWTH PATH
Yoga and Ayurveda can be considered a combination that is the
trend seen in the health conscious population of the world.
Patanjali brings these two together as a daily way of life into the
world population. It is trying to set Yoga as a trend not only in
India but around the world. It is also setting a new trend of
marketing with digital marketing.
The opportunities that Patanjali sees in the marketing
environment is the presence of a health conscious world where
people are fed up with medicines that cause side effects worse
than the actual disease that they are supposed to cure. Ayurveda
and Yoga do not have any side effects. Capitalising on this
opportunity Patanjali can expand its operations around the world
where Yoga is followed and in place where herbal medicines are
becoming the trend.
Its best approach to market the existing products would be
Integrative Growth Strategy and Market Development. Such
kind of strategy stresses the importance of a consistent,
seamless, multi-dimensional brand experience for the consumer.
Apart from yoga programmes in which Baba Ramdev promotes
the Patanjali products, other branding efforts like TV
advertisements, print ads, radio etc. will help in reinforcement of
the brand's ultimate message. Moreover, while continuing with
the intensive marketing strategy, Patanjali should target
particular segments where chances of recognition are really high.
After successful awareness of ayurveda and Patanjali among
people, PAL should sub-divide the current segment-Middle Aged
people (Generally in age group 30-65) into further classes as well
as introduce more segments and products related to these
segments. Some of the segments which can easily grasp attention
are:
Infant & Kids Care: A whole range of baby cosmetics, baby health
drinks, kids medicines can be an eye catcher and with this range
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Patanjali can grab a good market share from its big players like
Johnson & Johnson, Himalaya etc.
Middle age women: Falling health and their increasing incurable
diseases is an attractive segment where investing time and
money can reap good results.
Healthy & Ready-to-eat snacks: After the fall of Nestls Maggi,
market is open for new entrants. In such a scenario healthy
&ready-to-eat snacks would be a big success in the cities where
there is lack of time and for students.
Pregnant women or post natal care: Entire range of products
which can aid the women in healthy delivery and post natal care
is also an attractive sector.
Teenagers: Various Health Supplements required at the crucial
growing age which can easily replace markets of Protein Shakes
or other supplements preferred for good body building, Ayurvedic
tonics for teenagers to cure acne and puberty related problems
will also attract numerous customers who are looking for herbal
options.

WAYS OF BUYING BEHAVIOUR

According to the concept of marketing the buying behaviour can
be divided in two ways:1. Consumer Behavior: - It includes that user who buys the
product for the direct consumption, not to use for further sale
purpose. Like as home users.
2. Business Behavior: - It includes those users who buy the
product for the further sale purpose. Like as shopkeepers, dealers,
and retailers.

BUYING ROLES IN BUYING BEHAVIOR

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In the buying behavior there are different roles played in each of

consumer and business. Those are involved in the buying
decisions.

CONSUMER BUYING ROLES

In the consumer buying there are different buying roles; i.e.
Initiator: -- A Person who first suggest the idea of buying.
Influencer: - A Person who influence the buying decision.
Decider: - A Person who takes decisions regarding buying
Buyer: - A Person who actually buys the products.
User: - A Person who is the user of the product.

BUSINESS BUYING ROLES

In the business buying there are different buying roles; i.e.
Approver: -- A Person who approves the idea of buying.
influencer: -- A Person who influence the buying decision.
Decider: -- A Person who takes decisions regarding buying
Buyer: -- A Person who actually buys the products.
User: -- A Person who is the user of the product.

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TYPES OF BUYING BEHAVIOR

There is a great difference between the purchasing of a computer
and a car. Buying decisions making varies with the type of buying
decision. The types of buying behavior divided are separately
divided as per of consumer and business buying.

TYPES OF CONSUMER BUYING BEHAVIOR

This is to be extensively divided in four types: -

1. Complex Buying Behavior: -- when the consumer are highly

involved in the purchase and aware of significant differences
among brands.
2. Dissonance Reducing Buying Behavior: -- when the
consumer are highly involved in the purchase but sees little
differences among brands.
3. Habitual Buying Behavior: -- when the consumer are low
involved in the purchase but sees absence of aware of differences
among brands.
4. Variety Seeking Buying Behavior: -- when the consumer
are low involved in the purchase but sees significant of
differences among brands.
TYPES OF BUSINESS BUYING BEHAVIOR
This is to be extensively divided in four types: 1. Straight Rebuy: -- In this buyer approves the purchasing
on the basis of the past buying records and satisfaction with
suppliers.
2. 2. Modified Rebuy: -- where the buyer wants to modify
product specifications. Prices, delivery requirements.
3. 3. New Task: -- when the buyer approves the purchasing of
product for the first time by consisting of the good and
efficient salesperson.
So, that its the types of the buying behavior of consumer as well
as business buyer. 14

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FACTOR AFFECTING THE BUYING BEHAVIOR

There are various factors that affect the buying behavior on both
consumer as well as business buying.
FACTOR AFFECTING CONSUMER BUYING
BEHAVIOR
Cultural Factors
Culture
Sub Culture
Social Class
Personal Factors
Age
Occupation
Social Factors
Life Styles
Personality
Psychological Factors
References Group
Family
Roles and Statues
Buyer
Motivation
Perception
Learning

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RESEARCH METHORDOLOGY
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 OBJECTIVES
To understand the buying behavior of the consumer towards
Patanjali Product.
To determine reason why people are using Patanjali Ayurved
products.
To know the consumption pattern of Patanjali products in
society.
RESEARCH SOURCE
Research resources are usually thought of as primary sources and
secondary sources.
For measuring the consumer attitude towards PATANJALI
PRODUCT, I collected the primary data on basis of direct
interview, questionnaire of consumer because time to time their
attitude change. Sample design covers all aspects of how the
samples in our surveys are specified and
selected.
RESEARCH DESIGN
Type of research Descriptive
Data collection Technique Questionnaire (survey)
Sampling
1-Sample size 50 people
2-Sample technique Random Sampling
3-Sample unit - Male/ Female, Age group
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DATA ANALYSIS TOOL

The primary data is collected on the basis of survey method with the help of
questionnaire, direct consultation with shopkeepers and consumers of Patanjali.
Closed end questions are used are in questionnaire.

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DATA INTERPRETATION AND ANALYSIS

AGE

GENDER

OCCUPATION

MONTHLY INCOME

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 WHICH CATEGORY OF PATANAJLI PRODUCTS DO YOU

USE?
MEDICINE
FOOD PRODUCTS
SUPER FOODS
AYURVEDIC BODY CARE
AYURVEDIC PUBLICATIONS

40/50
36/50
24/50
42/50
9/50

HOW OFTEN DO YOU USE PATANJALI PRODUCTS?

DAILY
ONCE A WEEK
2 TO 3 TIMES A MONTH
ONCE/MONTH
EVERY 2-3 MONTHS
OVERALL HOW SATISFIED
PRODUCT?
EXTREMELY SATISFIED
AVERAGE
DISSATISFIED
EXTREMLY DISSATISFIED

64%
21%
12%
3%
ARE

YOU

WITH

PATANJALI

66%
22%
6%
2%

WOULD YOU RECOMMEND PATANJALI PRODUCTS TO

OTHERS?
DEFINITELY
68%
MIGHT BE
12%
MIGHT NOT
10%
DEFINITELY NOT
5%
HOW DO YOU PERCEIVE THE PATANJALI PRODUCTS IN TERMS
OF VALUE FOR MONEY?
HIGH VALUE
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64%

NORMAL VALUE
LOW VALUE
POOR VALUE

32%
4%
-

WILL YOU STICK TO PATANJALI IF THE PRODUCTS ARE NOT

AVAILABLE TEMPORARILY?
YES,UNTILL IT AVAILABLE
EXPERIMENT NEW
CANT SAY

36%
56%
8%

WHICH FACTOR ATTRACTS YOU MOST TO BUY PATANJALI

PRODUCTS?
AVAILABILITY
EFFECTIVNESS
NATURAL INGRIDENTS
PRICE
BRAND NAME

2%
46%
17%
31%
4%

WHO INFLUENCES YOU TO BUY PATANJALI PRODUCTS?

FAMILY & FRIENDS
ADVERTISMENT
THEMSELVES

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58%
36%
6%

FINDINGS
According to the objective, i.e., 46% of the consumers
prefers Patanjali Ayurved 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 brand loyal to
Patanjali Ayurved.
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 Ayurved due to discounts and 6% of
them will switch due to other benefits.
52% of the consumers prefer Patanjali Ayurved, 28% of the
consumers use dabur and 20% use Himalaya.
According to the survey- 88% of the consumers have used
Patanjali Ayurved and 12% have not used Patanjali Ayurved
product.
58% are satisfied with the Patanjali Ayurved products, where
as 36% of the consumers are sometimes satisfied and 6% of
the consumers are never satisfied with the products of
Patanjali Ayurved.
40% of the consumers believe that Patanjali Ayurved can be
threat over its competitors, whereas 34% havent thought
about it and 26% believe that it is not a threat over its
competitors.
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 48% of the consumer believe that the FMCG products of

Patanjali Ayurved are better than other companys product,
24% havent thought of that and 28% dont think that
Patanjali Ayurved is better than other companys product.
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 Ayurved 4
months back.
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.

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CONCLUSION
From the above Research and data interpretation it is found
that the different factors influencing the buying behavior of
consumers towards Patanjali Products. Most of the people
prefer herbal products of Patanjali Ayurved are satisfied from
the products, they are buying the product due to its price,
quality and quantity.
They may switch over to other products if provided with
good quality, quantity, discounts and some of the
consumers will be loyal to the product. Overall Patanjali
Ayurved is doing well in the market and has a positive
impression in the minds of consumer.

RECOMMENDATIONS
Patanjali product has high quality and low price so more and
more consumer buy Patanjali products. Demand is too much
for Patanjali products in market, because of shortage
problems occurs in market regularly.
So ,I suggest that Patanjali should increase the productivity
and make sure that Patanjali outlets are within the reachility
of consumers
so more and more consumers can use
products and no distribution flaws occurs.

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ANNEXURE
QUESTTIONARE
Dear Sir / MadamI am doing a research to know about
consumer satisfaction toward KFC and McDonalds brandin
Ludhiana city as per my topic. So, its my request to you to
kindly cooperate with me in fillingthe questionnaire. I am
assuring you that information provided by you will be
academic purposeonly and will not be misused anywhere.
AGE
o
o
o
o

UP TO 20 YEARS
21-30 YRS
31-45 YRS
ABOVE 45

GENDER
o
o

MALE
FEMALE

INCOME LEVEL
o
o
o
o
o

UPTO 10000 RS
10001-20000
20001-35000
35001-50000
ABOVE 50000

DO YOU USE PATANJALI PRODUCTS

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o
o

YES
NO

HOW DO YOU CAME TO KNOW ABOUT PATANJALI?

o
o
o
o
o

TELIVISION
NEWSPAPAER
FRIENDS & FAMILY
SHOPKEEPERS
OTHERS

WHAT ARE THE INFLUENCING FACTORS THAT REINFORCES YOU TO BUY PATANJALI
PRODUCTS?
o
o
o
o

HEALTH CONSIOUS
BRAND NAME
NATURAL INGRIDENTS
PRICE

HOW DO YOU PERCEIVE THE PATANJALI PRODUCTS IN TERMS OF VALUE FOR MONEY?
o
o
o
o

HIGH VALUE
NORMAL VALUE
LOW VALUE
POOR VALUE

WHO TAKES THE PURCHASING DECISION AT YOUR HOME TO BUT PERSONALIZED

PRODUCTS?
o
o
o
o

CHILDREN
MOTHER
FATHER
OTHERS

ARE YOU SATISFIED WITH THE AVALABILITY OF PATANJALI STORES?

o
o
o
o

HIGHLY SATISFIED
MODERATE SATISFIED
DISSATISFIED
HIGHLY DISSATISFIED

WHICH BRANDS DO YOU PREFER THE MOST IN ORGANIC PRODUCTS?

o
o
o
o

HIMALYA
PATANJALI
DABUR
BAIDYANATH

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DO YOU USE PATANJALI MEDICINE FOR TREATMENT OF COMMON DISESASES LIKE

COLD ,COUGH, ALLERGY ETC?
o
o

YES
NO

DO THE PATANJALI PRODUCTS ALLIGN WITH THE VALUES AND BELIEFS OF PEOPLE?
o
o
o

YES
NO
CANT SAY

WILL YOU STICK TO PATANJALI IF THE PRODUCTS ARE NOT AVAILABLE TEMPORARILY?
o
o
o

YES,UNTILL ITS AVAILABLE

KEEP EXPERIMENTING WITH OTHER PRODUCTS UNTILL ITS AVAILABLE
GO FOR NEW PRODUCT

WHICH FACTOR ATTRACTS YOU MOST TO BUY PATANJALI PRODUCTS?

o
o
o
o
o
o

AVAILABILITY
PRICE
EFFECTIVNESS
NATURAL INGRIDENTS
BRAND NAME
OTHERS

TO WHAT EXTENT PATANJALI PRODUCTS HAD BEEN SUCCESFUL TO MEET YOUR

NEEDS?
o
o
o
o
o

TO THE FULLEST EXTENT

MORE THAN 80%
50 TO 80 %
LESS THAN 50 %
CANT SAY

WHICH CATEGORY OF PATANAJLI PRODUCTS DO YOU USE?

o
o
o
o
o

MEDICINE
FOOD PRODUCTS
SUPER FOODS
AYURVEDIC BODY CARE
AYURVEDIC PUBLICATIONS

HOW OFTEN DO YOU USE PATANJALI PRODUCTS?

o DAILY
o ONCE A WEEK
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o
o
o

2-3 TIMES A MONTH

ONCE/MONTH
2-3 MONTHS

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