A Dissertation on

STUDY OF CUSTOMER SATISFACTION TOWARDS

NATURAL PERSONAL CARE PRODUCTS FROM PATANJALI
AYURVED IN GWALIOR
Submitted to
Amity University Madhya Pradesh

In partial fulfillment of the requirements for the award of the degree of

Bachelor of Commerce (Hons.)
in
Specialization
Marketing & Human Resource

By
SAKSHI KUSHWAH

Under the guidance of

Mr. PANKAJ MISHRA
Assistant professor, ABS

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY MADHYA PRADESH
May-June 2017
 AMITY BUSINESS SCHOOL

DECLARATION

I, Sakshi Kushwah student of B.com(H) (VI Semester) hereby declare that the dissertation titled
“Study of customer satisfaction towards natural personal care products from Patanjali
Ayurved in Gwalior” which is submitted by me to Amity Business School , Amity University
Madhya Pradesh, in partial fulfillment of requirement for the award of the degree of Bachelor of
Commerce in Marketing and Human resources, has not been previously formed the basis for the
award of any degree, diploma or other similar title or recognition.

Gwalior (Madhya Pradesh)

Date: Sakshi Kushwah

i
 AMITY BUSINESS SCHOOL

CERTIFICATE

It is to certify that the dissertation titled “Study of customer satisfaction towards natural
personal care products from Patanjali Ayurved in Gwalior” which is submitted to Amity
Business School, Amity University Madhya Pradesh, in partial fulfillment of the requirement for
the award of the degree of Bachelor of Commerce is an original contribution with existing
knowledge and faithful record of work carried out by him under my guidance and supervision.

To the best of my knowledge this work has not been submitted in part or full for any Degree or
Diploma to this University or elsewhere.

Madhya Pradesh Mr. Pankaj Mishra

Date: Amity Business School
Amity University Madhya Pradesh

ii
 ACKNOWLEDGEMENT

I dedicate this page to all those who have silently or actively left an indelible mark on my project
report, so that they may give credits which richly deserve.
Talent and capabilities are of course necessary but opportunities and right guidance is very
important backups without which any person cannot climb the ladder for success. Proper
guidance and direction is required in order to achieve goal and making optimum of each and
every opportunity.
It is privilege to express my gratitude & sincere thanks to Amity University Madhya Pradesh
for giving me the opportunity to do Dissertation report on the topic “Study of customer
satisfaction towards natural personal care products from Patanjali Ayurved in Gwalior”.
I express my sincere thanks to my project guide, Mr. PANKAJ MISHRA for guiding me right
from the inception till the successful completion of the project.
I sincerely acknowledge him for extending his valuable guidance, support for literature of
Projects & Researches and above all the moral support he had provided to me at all stages of this
project.

Date: SAKSHI KUSHWAH

Place: Gwalior B.com (H) (VI Semester)

iii
 ABSTRACT

The topic of the Research was “Study of customer satisfaction towards natural personal care
products from Patanjali Ayurved in Gwalior”

I started the project under the guidance of Mr. Pankaj Mishra (Assistant Professor, ABS) at
Amity University Madhya Pradesh.

The purpose of this research is to study Customer satisfaction is a measure of how an

organization’s total product performs in relation to a set of customer requirements. Organizations
have invested heavily in improving performance in areas that make a strong contribution to
customer satisfaction, such as quality and customer service. A highly satisfied customer
generally stays loyal longer,
Consumers of this millennium have become more concerned about their health and also inclined
to maintain quality of life which is reflected through the preferential consumption of those
products that protects the good state of their health as well as provide maximum satisfaction. In
pursuit of a healthy lifestyle Indian have become more inclined to Ayurvedic or Herbal products
as alternative healthcare for natural cure. This particular tendency has been responsible for
phenomenal popularity of Baba Ramdev’s Patanjali Ayurvedic products buys more as the
company introduces new products and upgrades existing products. From many years, the use of
herbal personal care products by Indian consumers has increased significantly. Natural
personal care Products contain herbs and natural ingredients and they are free from harmful
effects. The objective of the study is to examine the customer satisfaction towards selected
Patanjali personal care products. The present study is based on primary data collected through
questionnaire administered on 50 respondents using herbal patanjali tic products. The study
depicts that majority of the respondents are satisfied with quality and price of personal care
products.
.
Keywords: Customer satisfactions, patanjali personal care products,

iv
LIST OF FIGURES

Sr. No. Figure Title Page No.

1 Figure 4.1 Gender 26
2 Figure 4.2 Age Group 27
3 Figure 4.3 Occupation 28
4 Figure 4.4 About Patanjali 29
5 Figure 4.5 Duration 30
6 Figure 4.6 Satisfaction level 31
7 Figure 4.7 Characteristics 32
8 Figure 4.8 Ranges 33
9 Figure 4.9 Purchase experience 34
10 Figure 4.10 Recommendation 35

v
 LIST OF TABLES

Sr. No. Table Title Page No.

1 Table 4.1 Gender Profile 26
2 Table 4.2 Age Group 27
3 Table 4.3 Occupation 28
4 Table 4.4 Know about patanjali 29
5 Table 4.5 Duration of usage 30
6 Table 4.6 Most preferred mode 33
7 Table 4.7 Purchase experience 34
8 Table 4.8 Recommendation 35

vi
 CONTENTS

Candidate’s Declaration i
Certificate ii
Acknowledgements iii
Abstract iv
List of Figures v
List of Tables vi
CHAPTER-I: INTRODUCTION 1-16
1.1 Introduction
1.2 Company profile
1.3 Ayurved market India
1.4 Patanjali personal care products

CHAPTER-II: LITERATURE REVIEW 17-21

CHAPTER-III: RESEARCH METHODOLOGY 22-24
CHAPTER-IV: DATA ANALYSIS AND INTERPRETATION 25-35
CHAPTER-V: FINDINGS AND CONCLUSION 36-37
CHAPTER-VI: FUTURE PROSPECTS 38-39
REFERENCES
APPENDICES
 CHAPTER: 1
INTRODUCTION

1
1.1 INTRODUCTION
“Over the last decade organization of all types and sizes have increasingly come to
understand the importance of customer satisfaction. Customer satisfaction has become the
key operational goal for every organization. The thing that counts today is customer
satisfaction. If the customers are not satisfied, they will stop doing business with that
organization”. “All the things that an organization does to achieve quality and provide
excellent service are not important at all if it does not result into customer satisfaction. A
successful business is the one that fully satisfy its customers profitably. Business succeeds by
getting, keeping and growing customers”. “Customers are the only reason for which an
organization builds factories, hire employees, schedule meetings, or engage in any business
activity. Without customers they don't have a business. Therefore, an organization's main
goal should be to produce a satisfied and loyal customer who will stay with it over time. In
general, satisfaction is a person's feelings of pleasure or disappointment that result from
comparing a product's perceived performance to their expectations. If the performance is
lower than expectations, the customer is” “dissatisfied, but if the performance matches the
expectations, the customer is satisfied. If the performance exceeds the expectations, the
customer is highly satisfied. So it can be stated that when a product or service meet or
exceeds a customer's expectations, the customer is usually satisfied”. “The key to customer
retention is customer satisfaction. A highly satisfied customer generally stays loyal longer,
buys more as the company introduces new products and upgrades existing products”. A
satisfied customer talks favorably to others about the company and its products, pays less
attention to competing brands and is less sensitive to price. “Customer satisfaction is highly
based on the concept of customer value. Companies have to, in one way or the other, deliver
value to the customer; either by expanding the amount of product attributes, or by fulfilling
other customer needs. ever changing marketing scenario and heightened competition over the
globe has amplified the role of brand at “unparalleled level. Every person is a consumer of
different brands at the same time. The choice and usage of a particular brand by the consumer
over the time is affected by the quality benefits offered by the brand especially when it comes
to brand of eatables and cosmetics. Consumer satisfaction is derived when he compares the
actual performance of the product with the performance he expected out of the usage. Philip
Kotler (2008) observed that satisfaction is a person's feelings of pressure or disappointment
resulting from product's perceived performance (outcome) in relation to his or her
expectations. If the perceived benefits turned out to be almost same as expected, customer is

2
highly satisfied and that is how the company achieves loyalty of the customer towards the
products””

1.2 COMPANY PROFILE

“Patanjali “- a brand set up by PATANJALI AYURVEDA LTD is backed by robust

preaching and promotion of World renowned Guru Swami Ramdevji and an international
authority on Ayurveda and Traditional Herbs. The company is set up with an objective to
provide superior quality of products at fair price and to get their customers rid off the chronic
diseases by providing products which are organic and natural. “This concept of Herbal and
Pure has gained momentum in India and across the world since people now a days are more
centered towards keeping themselves near to Nature due to their commercialized routines.
PATANJALI AYURVEDA LTD has more than 100 different products in the catalogue for
Skin, Hair, Heart, Eyes and Kidney diseases. Patanjali’s recent tie up with Future Group to
enter into FMCG segment through Big Bazaar Retail stores is another big advantage towards
the availability of Patanjali Products near to their consumers. The Patanjali Products have
rightly been placed at advantage by the very concept of “Marketing through Spirituality”

3
1.3 AYURVED MARKET IN INDIA & PATANJALI’S GLARING
ENTRY

“Having a brilliant future in India as a business venture, its business prospects amounts to a $20
billion ready market and its gigantic growth rate would make it a $5 trillion market worldwide by
2050. The total size of the Indian Ayurvedic market is INR 50 billion and it is growing substantially at
a rate between 10-15 percent. Indian Ayurved industry is currently perceived as investment worthy by
prospective investors since firstly, it is recession proof and secondly, it reaches out to a larger chunk
of target consumers across all income groups. The long and successful runs of several brands” “in this
field like Dabur (launched 1884), Amrutanjan (launched 1893), Himalaya (launched 1930),
Baidyanalh (launched 1917), VICCO (launched 1952) etc proves the viability of Ayurveda as a
growing business opportunity. According to ASSOCHAM, the Indian herbal industry is likely to
double from Rs 7,500 crore to Rs 15,000 crore by 2015. Having sensed the growing concerns about
the side-effects of chemical-based allopathic medication and pragmatic, non-dogmatic & non-
sectarian treatment of all kinds of ailment and disorders guru Swami Ramdev & Ayurveda Acharya
Shree Balkrishna jointly founded Patanjali Ayurveda Kendra Pvt. Ltd. on 27 September 2007 and
initiated its operation at Katmandu, Nepal. After realizing the huge potential of Ayurvedic products in
Indian herbal retail”trade and FMCG sector, “Guru Ramdev announced the entry of his Patanjali
Ayurveda Ltd into Indian FMCG market on 23rd April 2012 with 'Swadeshi' line of 100 products,
including cosmetics, toiletries and others. Initially, Apart from franchised outlets & distributors,
Patanjali products got placed now in the shelves in Reliance Retail, Big Bazaar, Hyper City and Star
Bazaar. At present Patanjali Ayurved Limited have four manufacturing units in Hardwar have a
capacity to process 1,000 tonnes of raw materials, rolling out 500 products in medicine, food and
cosmetics and toiletries”. “Baba Ramdev using his strategy of ‘mass customization’ and ‘content
marketing’ a turnover of Rs 1200 crores resulted in 2013-14. Patanjali curtailed its expenditure on
advertisements compared to 20 - 30% spending by leading FMCG big shots of their sales on
advertisements. Patanjali’s products incorporate a unique blend of three value disciplines - product
leadership, operational excellence and customer intimacy. In comparison to giant multinationals
Patanjali’s products happened to be cheaper by at least 30 per cent due to direct sourcing of raw
materials from the farmers with the aim of economic empowerment of farmers in terms of
employment generation through promotion of Swadeshi goods. Moreover, tendency to lead a hygienic
and healthy life style drives the Patanjali products to achieve phenomenal popularization. In addition
to the distribution network of franchised outlets & distributors Ramdev made his Patanjali's products
available at e-commerce site.”

4
1.4 Patanjali personal care products

DENTAL CARE

Toothpaste

Toothbrush

Toothpowder

SKIN CARE

Body care

Face wash

Face pack

Face cream

Foot cream

Soaps

HAIR CARE

Shampoo

Hair oil

Shampoo

Hair oil

Conditioner

Mehendi

5
Kesh Kanti Natural

“Patanjali Kesh Kanti Natural Hair Cleanser is meant to offer complete care and protection to
the hairs. It makes available solution for almost all types of hair issues suffered by people in
routine life. Apart from complete cleaning of the hairs, it also promotes good health and
normal functions of the hairs.”

Kesh Kanti Shikakai

“Patanjali hair cleanser Shikaki is a wonderful product meant for cleansing of the hairs so
that all the impurities, dust and dirt may be removed from the hairs and the scalp. Also it
removes microbes so as to prevent infections relevant to the scalp.”

6
Kesh Kanti Milk Protien

“Enriched with the goodness of milk and protein, Patanjali hair cleanser Milk Protein is an
amazing product for hair cleansing. Apart from cleaning of the hairs, it also aids in
management of numerous issues related to the hairs. It offers below mentioned benefits to the
users

.• It makes your hairs long, strong, bouncing and voluminous.

• It imparts wonderful shine to the hairs.
• Problem of roughness and dryness of the hairs is managed well.
• Hair fall and hair loss is prevented.
• It also deals with the problem of split ends effectively.
• Dandruff is removed from the scalp so as to get relieved of itching and irritation.”

Patanjali Coconut Oil

7
“Presented by the Patanjali store of Swami Ramdev Ji, Patanjali Coconut Oil is a very good
product. It is an apt solution for different types of hair problems. It is equally good for the
scalp and the skin”

Herbal Mehandi

“Patanjali herbal Mehandi is a natural product meant to dye the hairs in a safe manner. It
helps in offering a wonderful colour to your hairs so that you may look beautiful and
attractive. Unlike other hair colours or dyes, herbal mehandi doesn’t cause itching, irritation
or inflammation on the skin of the scalp

Amla Hair Oil

8
“Strengthens the hair roots”
“Prevents hair fall”
“Prevents premature graying”
“Treats and prevents and split ends”
Hair Conditioner Colour Protection

“Patanjali Kesh Kanti Hair Conditioner Almond is rich in almond extracts. Almonds are
being used since ancient times for healthy hair growth and normal brain functions. Hence all
these benefits are offered by this wonderful conditioner as well”

Apricot Face Scrub

“facial skin is a problem suffered by many persons across the globe. Likewise unfair
complexion, black spots and poor quality of skin are also the flaws that are quite common

9
amongst a large section of the society. Herbal treatments including the Apricot Face Scrub
work wonders in dealing with such health issues”.

“Those using the Apricot Face Scrub remain free from dryness of the skin and the related
problems. Even use of this scrub helps in saying NO to uneven skin that becomes smooth
enough. Hundred percent natural, this wonderful treatment is helpful in enjoying positive
results with its even application”

Patanjali Anti Wrinkle Cream

Anti-wrinkle cream is a wonderful product that is meant to remove and prevent wrinkles from
the skin. It helps in making you look young for long time

Patanjali Tejus body lotion

10
“Patanjali bodylotion is a very good skin care product from Patanjali store. It has been
especially formulated keeping in mind the unique needs of the skin of varying types.be used
by anyone freely without the fear of any side-effects”

Patanjali Ojas Multani Mitti soap

Although Patanjali Ojas Multani Mitti soap is a skin cleaning agent however it is free from
any chemicals. It is in fact a safe soap that is purely organic in its origin. No harm is caused
to the skin in anyway even if it is used on regular basis”

Patanjali Rose Kanti Soap

“Soap (Rose Kanti) contains a fine velvety scent of blended roses in great quantity. Those
using this particular soap feel refreshed and experience delicate feelings. No artificial
fragrances are contained in this wonderful soap”

“Those desirous of enjoying moisture for longer periods and comfort in even manners must
try this useful soap. This non-drying soap suits all types of skins and is prepared with

11
hundred percent organic ingredients. The long lasting and delightful fragrance of this soap
puts enchanting effects upon the people that come near to the users. Use this soap by bating
with fresh water. It helps to facilitate lather and positive rinsing”

Patanjali Aloe Vera Gel

“Prepared with the extracts of Aloe Vera by bending them in even manners; this wonderful
Gel works wonders in saying NO to different diseases. Those suffering from any skin
problems must make use of this Gel in regular manners. Prolonged use also does not put any
side effects as it is a natural healer as regards pimples and black spots etc”

Patanjali Lip Balm

“Specified by the name, Patanjali Lip Balm is a product that is meant to promote good health
of your lips. It is an organic lip balm and hence safe on the skin of lips. It may be used by
anyone to have baby soft and pink lips”Patanjali Herbal Kajal

12
“Patanjali kajal is a very good product meant to make your eyes look attractive and beautiful.
It is available in the form of an eye pencil. Keeping in the mind the safety of eyes, it has been
prepared using herbal ingredients only. Apart from enhancing the beauty and looks of eyes,”

Divya Dant Kanti

Divya Dant Kanti toothpaste is a product by Patanjali Ayurveda Haridwar. This is an herbal
dental cream that has been based on the principle laid by ancient Ayurvedic Gurus and sages.
Divya Dant Kanti has been a pioneer in dental care industry as it has brought great relief to
patient with dental problems. The unique combination of herbs gives this tooth paste some
wonderful properties that help in providing one of the best results that is required for well
being.Divya Dant kanti is purely an herbal preparation powered by Swami Ram Dev’s divya
pharmacy. This dental cream does not possess any chemicals or synthetic compounds that
may have negative effects on our body. This dental formula helps in building up strong,
white, healthy teeth and gums. This is a precious formulation composed of natural ingredients

13
that helps in providing complete and lasting protection to your gums and teeth. The herbal
ingredients supports this tooth paste to help to perform the best benefits for which this tooth”
“paste is made for.

Divya Khadiradi Vati (For Tonsillitis, Mouth Care, Throat Irritation)

“Divya Khadiradi vati is one of those products that help in treatment and prevention of
numerous issues related to the oral parts such as teeth, gums, tongue, throat etc. It is
completely a safe formula that promotes good health of the oral parts in an herbal way”

Divya Dant Manjan (For Healthy teeth and gum)

Divya Dant Manjan is a purely herbal tooth powder that is highly acclaimed for its holistic
approach at dental cleaning. The herbs used in this powder are carefully selected among those
with age-old reputation for maintaining optimal dental hygiene and health. Regular use of the
Divya Dant Manjan can relieve people of dental and gum problems and can also help in
keeping the teeth looking good for a long time to come, even in old age”

14
Patanjali Dantkanti Medicated Oral Gel

“Signified by the name, Patanjali Dantkanti Medicated oral gel is rich in medicinal properties
that help in management of numbers of problems related to the teeth and gums. Hence it is
recommendable for anyone suffering from oral issues”

Patanjali Dant Kanti Toothpaste (for Teeth Protection and Keep mouth
fresh all night)

“ Dant Kanti Paste that is helpful not only for cleaning the teeth but also protecting them
various problems. Those suffering from bad smell of their mouth must use this toothpaste in
even manners.Prepared by mixing herbal ingredients in apt proportions; Dant Kanti Paste
helps in strengthening the teeth to great extent. No side effects have been reported with this
paste that is useful for killing infection and gum problems. Those brushing their teeth twice a
day with this unique toothpaste are able to maintain them in healthy and even manners”

15
Active Care Tooth Brush

“Patanjali Active Care Tooth Brush is meant to offer extra care and protection to your teeth
against any damages that may be caused due to presence of microbes or other wastes in the
teeth. The unique structure of this toothbrush helps in removal of all the microbes, wastes or
anything else stuck amid the teeth. It even reaches the inaccessible areas of your mouth so as
to cleanse the same properly. The bristles of this toothbrush are soft and hence gentle on the
teeth as well as gums. Moreover, it is reasonably priced so that all people may use this
toothbrush and avail of its benefits

16
 CHAPTER: 2

LITERATURE REVIEW

17
LITERATURE REVIEW
Although satisfaction has been defined as the difference between expectation and
performance, but there are differences between quality and satisfaction. For example,
Parasuraman et al. (1991) say that satisfaction is a decision made after experience while
quality is not the same. Expectations for goods are “would”, while in service quality
literature, expectations for goods are “should

customer’s trust is customer’s confidence in the service provider/brand’s reliability and

integrity. Boon and Holmes (1991) stated that trusting beliefs involve perceptions that the
other party will act in ways favourable to the trustor. Furthermore, Hagen and Soonkyoo
(1998) found that perceptions involve trusting beliefs that the other party has ethical,
efficacious or favourable characteristics. Although researchers expressed trust in different
ways, in general, they view trust as a confident belief. Furthermore, in general, it can be
stated that trust is the confidence that other party will behave in a favourable or positive
characteristics. The literatures on public land transport service are also looking at trust as a
confident belief (Wen et al. 2000). Given this, passengers’ trust will increase if they believe
that public transport will act in favourable and positive characteristics. In contrast, trust will
decline if the passenger’s do not believe the integrity and reliability of public transports

Many empirical studies have shown that customer satisfaction secures future revenues
(Bolton, 1998; Fornell,1992), reduces future transactions costs (Reichheld and Sasser, 1990),
decreases price elasticity (Anderson, 1996), and minimizes the likelihood of customers
defecting if quality falters (Anderson and Sullivan, 1993).

Liljander & Strandvik (1993) say that experience is not needed for evaluating service quality,
and service can be evaluated on the basis of the knowledge about service provider, while
satisfaction is an inner view, resulted from customer’s own experience from the service.

Abhiji Bhandari, (2000) [1] “Making loyalty pay” retention done through
a loyalty programme can help building a direct marketing database. The cost of retainin
g a customer is just one tenth of the cost acquiring new states new states

18
Abhijit Bhandari chairman of royal images direct marketing limited. Bass Frank M.,
(2001) [2] “A non rational buyer does not plan his buying, it is equally logical to assu
me that this buying the product and especially a specific brand is random
or probabilistic this means that the buyer is not looking for a particular brand but pick
s up the brand available. This is probabilistic switching behavior.

In line with Bitner and Zeithaml, Day (1984 in Tse and Wilton 1988) also view satisfaction
as ‘the customer’s response to the evaluation of the perceived discrepancy between prior
expectations (or some other norm of performance) and actual performance of the product as
perceived after its consumption’.

Hunt (1977 in Letcher and Neves 2010) defined customer satisfaction as ‘the favourableness
of individual’s subjective evaluation of the various outcomes and experiences associated with
buying it or using it’. Based on these definitions, we can conclude that satisfaction is an
assessment of customers’ 2.4 Antecedents of Behavioural Intention 21 emotional affection on
the overall performance of a product or service in fulfiling their expectations.

Deepallsingh (2001) [3] in his study’s enticed “entitled,

“consumer behavior and banking retail product and analysis”. Stresses that the
borrower’s attitude is an important factor for the improvement of housing loan
schemes. Dr. Raja sekar N. (2002) conducted a fairness creams a study on market
trend and product preference of the study has reveled very significant finding like a
skin care product showed brand equity should also be developed to sustain in the market

Customer satisfaction is a key factor in formation of customer’s desires for future purchase
(Mittal & Kamakura, 2001). This fact, especially in the Middle Eastern cultures, where the
social life has been shaped in a way that social communication with other people enhances
the society, is more important (Jamal & Naser, 2002).

This definition was confirmed by Bitner and Zeithaml (2003). They stated that satisfaction is
‘customer evaluation of a product or service in terms of whether the product or service has
met their needs and expectations’

Ms.Yasmin Singaporewala (2008) observed that with the increasing globalization, the young
Indian women have realized the importance of always looking good. Both the skin care and

19
color cosmetics have seen steady growth throughout the past 5 years. According to the Euro
monitor report on the Indian cosmetics and toiletries market, the color cosmetics market
stands at $113.4 million and skin care at $346.9 million.

Jai Singh Parmar (2007) conducted a study on understanding the demographic factors that
influence the use of cosmetics namely age, occupation and income in the town. It was also
found that brand switching was common among cosmetic users, especially when their regular
brand was not available. The study also showed that users preferred either home made or
herbal cosmetics rather than synthetic cosmetics

. Bhawna Garg (2007) studied rural consumers and observed that TV advertising had a deep
impact on the mind of consumers. Fragrance was found to be an important factor in
influencing the purchasing decision for hair oil, followed by attractive packing, small packs
and low price. It was also found that the favorite brand of hair oil is Vatika, followed by Keo
Karpin nd Dabur Amla.

Urvashi Makkar et al. (2007) observed that the increasing size of the middle class population
in India, representing a growth of disposable income, has led to an increase in the demand for
cosmetics. The customers have a strong positive attitude towards herbal cosmetics and these
consumers are more inclined to purchase higher-priced products.

Vinith Kumar Nair et al (2007) observed that male consumers generally prefer to purchase
and select the brand of cosmetics individually. Quality is the major factor influencing the
purchase decision of the male consumers. The study also observed that the female consumers
prefer to purchase cosmetics from any convenient shop rather than any particular shop.

Tarang Vaish(2006) observed that most of the customers are brand loyal. There is an
emerging trend towards the purchase of herbal products, which are perceived to be less
harmful, as compared to chemical-based cosmetics. It is fast caching up among the youth (18-
24years

Customer satisfaction is regarded as customers can get more benefits than their cost (Liu and
Yen, 2010). The goal of the supplier to recommendthe possible purchaser of products for
sale, the quality, utility, efficiency, availability, cost and every supplementary feature of
information that could negatively impact the purchaser decisionin buying the Himalaya
products constitute the business objectives

20
(Shimp, 2008). The study discussed that antecedents and consequences of customer
satisfaction (Kotler, 2006), but seldom has any paper integrated Kano’s model and the
customer satisfaction index model to create more meaningful value.

One of the most famous concepts that were built from various disciplines such as marketing,
consumer research, psychology, economic wealth and economics is satisfaction (Akbar and
Parvez 2009). Satisfaction has become popular topic in the marketing literature in the last 30
years (Gallo 2011).

Simon Pitman (2011) Himalaya herbals is a range of natural, effective and safe products that
use the special herbs carefully selected from nature. Combining the best herbal formulations
with years of scientific research, these products effectively restore your skin natural health
and vitality.

Makker (2012) Himalaya foot scrub contains Aloe Vera, coconut which are great for
nourishment and walnut pineapple act as wonderful scrub. It leaves feet smooth and soft.
Many people follow it with Himalaya foot cream.

Godsell & Melanie (2014) Nourishing body lotion that provides your skin essential
nourishment as it moisturizes and softens. It is a nice, light and inexpensive moisturizer
which smells nice and keeps the skin soft hydrated.

Voss and parasuraman (2014) Himalaya fairness creams claims to contain alone Vera and
other herbs to lighten and whiten the skin tone. It brightens up the face instantly after
application. Though it doesn‟t bleach lighten your skin tone, it removes tan and makes sin
even toned with regular usage.

Thompson Elaine (2015) Himalaya herbals is one of the best herbal brand available in India.
It is a well known brand that sell quality products at affordable prices. It is favorite part of
morning ritual. Skin feels so lovable and the smell is perfect for liven up mood.

21
 CHAPTER: 3

RESEARCH METHODOLOGY

22
REASEARCH METHODOLOGY

3.1 Aims &Objectives:

 To know the satisfaction level of customer towards Patanjali products

 To know about the important characteristics that customer keep in mind while purchasing
the Patanjali products
 To study the brand perception of customer towards Patanjali
 To know the purchasing behavior of customers towards Patanjali personal care range of
product

3.2 Data Source

The research work is based on primary and secondary data.

3.2.1 PRIMARY DATA

Primary data is collected through questionnaire

“Questionnaire are designed to know customers satisfaction towards patanjali products. for
this purpose, analysis is done and all the people are involved of Gwalior sector are taken into
consideration”

3.2.1.1 Sample size: 50

Customer belongings to different age group will be taken as sample respondent.

23
3.2.1.2 Tools & Techniques to be used:

Questionnaire are designed for doing the analysis to know, what are different products
customer prefer under personal care range of Patanjali and their post satisfaction level of
buying such products.

3.2.2 SECONDARY DATA

Secondary data is collected through website to know the brand basic ranges of patanjali and
the previous research and other information required for the study

3.3 Research Design

The Descriptive research design is being used for accomplishing the research work.

3.4 Sampling Type

The Judgmental sampling method is used for sampling process.

24
 CHAPTER: 4

DATA ANALYSIS &

INTERPRETATION OF RESULT

25
1.WHAT IS YOUR GENDER?

TABLE:4.1

GENDER NO OF RESPONSES
MALE 21
FEMALE 29

Fig 4.1

“Among the respondents gender wise Male respondents were 21 and female were 29”

26
2.WHAT IS YOUR AGE?

TABLE:4.2

Age of intervals No of reponses

0-20 14
21-41 29
41-61 5
Above 61 2

Fig 4.2

Question refers to age where patanjali products are being preferred by the age group of 21-
40 followed by the age group 0-20”

27
3.WHAT IS YOUR OCCUPATION?

TABLE:4.3

OCCUPATION RESPONSES
BUISNESS 5
EMPLOYEES 10
STUDENT 25
HOUSE WIFES 10

Fig 4.3

“ TABLE refers to the classification of occupation of the respondents among which 25 of the
respondents are students followed by house wife’s & employees who consist of and
remaining of the respondents were self employed”

28
4.DO YOU KNOW ABOUT PATANJALI?

TABLE:4.4

NO OF RESPONSES
YES 46
NO 4

Fig 4.4

Table shows that majority of people well aware about patanjali. “The growing demand for
organic products and rising health concerns have caused individuals to prefer detergents, soap
and hand wash without any added chemicals”

29
5.HOW LONG YOU HAVE USED PATANJALI PRODUCTS?

TABLE:4.5

Duration responses
Less than 6 months 10
More than 6 month 15
1-3 years 7
More than 3 years 8
Never used 10

Fig 4.5

Table shows that almost 80% of people are using patanjali Ayurvedic personal care
products for more than 3 years

30
6.HOW SATISFIED ARE YOU WITH THE FOLLOWING CATE YOU WITH THE
FOLLOWING CATEGORIES?

TABLE:4.6

Fig 4.6

Table shows most of the people somewhat are satisfied with all the categories whether it is
related to price, quality , purchase experience, usage experience and followed by very
satisfied or neither satisfied nor dissatisfied

31
7.HOW IMPORTANT ARE THE FOLLOWING CATEGORIES
CHARACTERSTICS WHILE PURCHASING THE FOLLOWING PRODUCT?

TABLE:4.7

Fig 4.7

Table clearly reveals that 100% of the selected respondents feel that quality of the product is
extremely important for them. As regards to price, 40%of the respondents feel that price is
very important whereas for 23% of the respondents price is somewhat important. Majority of
the respondents feel that purchase experience and first use experience is extremely important
for them. As regards to usage experience and purchase experience, 80% respondents feel that
these two are extremely important characteristics of the patanjali products”

32
8.WHAT ARE TEH PATANJALI PRODUCTS YOU MOSTLY DEAL?

TABLE:4.8

Ranges Responses
Hair care 11
Dental care 10
Skin care 29

Fig 4.8

Table refers. Respondents are very much interested in skin care products from patanjali 58%
of them are looking, 23% of the respondents want hair care products from patanjali, 17% of
respondents were preferring dental care products of patanjaliS

33
9.WOULD YOU PURCHASE PATANJALI PRODUCTS AGAIN?

TABLE:4.9

RESPONSES
YES 30
NO 5
MAYBE 15

Fig 4.9

Table refers that majority of people will purchase patanjali products and 34% still confused
and rest will not purchase

10.WOULD YOU RECOMMEND PATANJALI PRODUCTS TO OTHERS?

34
TABLE:4.10

RESPONSES
YES 30
NO 2
MAYBE 17

Fig 4.10

“Table refers that majority of people will suggest patanjali products and 31% still confused
and rest will no suggest “ Herbal personal care products are preferred and suggested by the
respondents as compared to non herbal products due to awareness of harmful effects of non
herbal co products”

35
 CHAPTER:5
FINDINGS AND CONCLUSION

36
FINDINGS AND CONCLUSION
“The present study depicts that majority of the respondents are satisfied with quality and
price of patanjali products. First use experience, repeat purchase experience and usages
experience also satisfy the respondents. There is no one who feels dissatisfaction from the
patanjali products. The most of the respondents are agreed with the statement that product
worth’s its price; it is easy to use and competitively priced. It shows that the respondents are
highly satisfied from products. It is found that the respondents of all the age group and are
using personal care products. Herbal personal care products are preferred by the respondents
as compared to non herbal products due to awareness of harmful effects of non herbal co
products. It is found that the respondents are very much conscious about the quality rather
than the price of the personal care products. Majority of the customers are willing to
repurchase the patanjaliproducts; it shows that the respondents are highly satisfied from
patanjali personal care products”

37
 CHAPTER:6
FUTURE PROSPECTS

38
.FUTURE PROSPECTS
“The growing demand for organic products and rising health concerns have caused
individuals to prefer detergents, soap and hand wash without any added chemicals. Future
estimates indicate the growth in this category, however, it has been forecasted that toiletries
will contribute ~% to Patanjali’s overall revenue. Hair oil and Patajali’s shampoo are
expected to boost the revenues generated from the hair care segment and is projected to
contribute ~% to Patanjali’s overall revenue. Majority of revenue generated by the hair care
segment comes from the northern region of the country. The rising demand for herbal and
organic products will see an augmenting demand for Patanjali’s toothpaste in the future,
especially from the rural market and this is expected to boost revenues of this segment to INR
~ million by FY’2020. On the assumption that Patanjali will manufacture and sell new lines
of body lotion and face wash, targeting men and children will help further boost the
contribution of the body care segment to Patanjali’s overall revenue with a share of ~% by
FY’2020”
Quality and previous usage are two major reasons for buying the herbal cosmetic products by
customers. So, it is suggested that companies should consistently improve the quality of the
product”
• “It has been emerged from the study that a few customers take pricing factor into
consideration, hence company can add new customers by reducing the price”
• “It is suggested that product’s claims should match the product’s performance”
• “It is also suggested that the companies need to have an effective complain management, so
that a dissatisfied customer can be turned into a satisfied one”

39
REFERENCES

 http://www.allayurveda.com/discover.asp

 https://www.inlifehealthcare.com/blog/benefits-of-ayurveda-
remedies/#.V66OcNR94ri

 http://www.ayurvedicbazaar.com/ayurvedic_books.php

 http://sublimemagazine.com/health-beauty/why-use-herbal-medicine

 https://en.wikipedia.org/wiki/Patanjali_Ayurved

 “Patanjali food and herbal Park-The largest food park in the world”
available at http://www.myyog.com/news/138-health/204-Patanjali-Food-
and-Herbal-Park---The-largest-foodpark-in-world.html

 PTI (2007), “Swami Ramdev gives yoga tips to British lawmakers”,

available at http://articles.timesofindia.indiatimes.com /2007-07-18/
Indians-abroad, Times of India (Accessed on 18.4.15)

 http://www.ibef.org/industry/indian-consumer-market.aspx

 . http://www.livemint.com/Opinion/LEmixXqL8PgEWEj1nxcqTL/The-
rapid-rise-of-Patanjali-Ayurved.html

 . http://www.iiflcap.com/IIFLReports

 https://in.linkedin.com/topic/personal-care-products

 http://economictimes.indiatimes.com/industry/cons-products/fmcg/patanjali-ayurved-
injects-new-life-into-herbal-market-helps-rivals-sell-more-personal-care-
products/articleshow/51098124.cms

 https://www.kenresearch.com/consumer-products-and-retail/cosmetics-
and-personal-care/patanjali-company-report/39455-95.html

 file:///C:/Users/INDIAN/Downloads/1-8-17-346%20(5).pdf
 Gerson, Richard F. (2005), “Measuring Customer Satisfaction”, Viva Books
Private Ltd, New Delhi
 .
 Kotler, Philip and Keller, Kevin Lane (2009), “Marketing Management-A South
Asian Perspective”,

 Pearson Education, 13 edition, New Delhi.

 Szwarc, Paul (2006), “Researching Customer Satisfaction and Loyality”,

Kogan Page Ltd, London.

 Ms Yasmin Singaporewala (208), “A study of consumer buying behavior for

cosmetics marketed

 through network marketing in comparison to store based products in

Mumbai’s western suburbs”,

 www.Scribd.com>Research>Humanities.
 Schiffman, G. Leon (205), “consumer Behaviour”, Tata McGraw Hill
Publication, New Delhi.

 Sontakki, C. N. (2003), “Marketing Management”, Kalyani Publication, New

Delhi.

 Scott, Dru (2005), “Customer Satisfaction”, Viva Books Private Ltd, New Delhi
APPENDICES
1. What is your gender?
o Male
o Female

2. What is your age?

o 0-20
o 21-40
o 41-61
o 61 above

3. What is your occupation?

o Self employed
o Employed
o Student
o Unemployed

4. Do you know about Patanjali?

o Yes
o No

5. How long you have used Patanjali products?

o Less than 6 month
o More than 6 month
o 1-3 years
o More than 3 years
o Never used
 5.How satisfied are you with the following category of Patanjali products?

Very Somewhat Neither dissatisfied

satisfied satisfied satisfied
nor
dissatisfied
Quality o o o o
price o o o o
Purchase experience o o o o
Usage experience o o o o

6. How important are the following characteristics while purchasing the

products?
Extremely Very Somewhat Not
important important important important
Quality o o o o
price o o o o
Purchase experience o o o o
Usage experience o o o o

7. What are the patanjali products you deal mostly?

o Dental care products
o Skin care products
o Hair care products

8. What do you like about patanjali products?

 10 What do you dislike about patanjali products?

11.Would you recommend patanjali products to others?

o Yes
o No

12. Would you purchase Patanjali products again?

o Yes
o No
 Study of customer satisfaction
towards Natural Personal Care
Products from Patanjali Ayurved
in Gwalior
by Sakshi Kushwah

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Study of customer satisfaction towards Natural Personal
Care Products from Patanjali Ayurved in Gwalior
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