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CONSUMER PURCHASE BEHAVIOR TOWARDS PATANJALI BRAND IN


MANGALORE

Article · July 2018

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Volume 2, Issue 1, June 2018, ISSN No. 2456 - 9151

CONSUMER PURCHASE BEHAVIOR TOWARDS PATANJALI


BRAND IN MANGALORE

 Mrs. Reema Agnes Frank, Assistant Professor, Department of Business Administration,


Alva’s Institute of Engineering and Technology,
Email: Reema_frank@yahoo.co.in, Ph: 8150021686.

Abstract :

Consumers look for the healthy products along with the quality

because in the modern India there is a great awareness about the

Keywords: healthy life style. Yoga, Ayurveda, Natural therapies are the utmost

considered concepts than any other medicines. There is more


Healthy life style,
consideration for the avoidance of unwanted stuffs than the cure of the
Purchase Behaviour, diseases. Hence this gives lot of weightage to the Yoga Guru Baba

Satisfaction. Ramdev and his naturally positioned Patanjali products. This paper

throws light on the consumer’s perception and satisfaction towards the

Patanjali brand in Mangalore city. For this purpose around 490

consumers feedback is considered for the study through the Patanjali

Outlets in Mangalore region.

INTRODUCTION: the purchase decision. The internal factors


Consumers purchase behaviour is a very are needs and wants, Self-concept, Beliefs,
crucial topic for study through ages. Past Experience, and Expectations. The
Consumers act differently during their various external factors are Size, Shape,
purchase and the lot of factors come into Intensity, Appearance, and Status.
consideration. The various factors can be Both internal and external factors generate
classified into internal and external factors selection intention in the minds of the
and these have a tremendous influence on consumer. Selection attention is the

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Volume 2, Issue 1, June 2018, ISSN No. 2456 - 9151

tendency for consumers to give more short span of time for about 10 years
information to which they are exposed to Patanjali generated a total revenue of
the products may be at the time of 10,561 Crores for the year 2016 -17.
purchase, post purchase experience, or Therefore, it is very much necessary to
through advertisements. Therefore, the analyse the popularity of Patanjali
companies invest tremendously in products amongst the consumers.
marketing communication which helps
them to create awareness in the minds of
OBJECTIVES OF THE STUDY:
the consumer. Due to repeated
• To know the attributes that a
dissemination of information to the
customer keeps in mind while
consumers it help the consumers to recall
buying ‘PATANJALI’ products.
the product at the time of purchase.
• To study the satisfaction after using
Fast Moving Consumer Goods is a very ‘PATANJALI’ products.
fast growing industry and caters the needs • To study the customer perception
of the consumers for the daily consumed of ‘PATANJALI’ in the minds of
goods. Even though we consider them as consumers.
the generic products like salt, sugar, rice, • To evaluate and suggest the
wheat satisfying the basic needs valuable factors which will help to
consumers look much more in these. Due increase the sales and revenues.
to the health conscious consumers majority
of the companies are going herbal and
natural so that they can retain their Methodology:
consumer base. The study is carried out with the help of
both primary and secondary data. The
Patanjali company as such launched in the
primary data was collected through the
year 2006 by Yoga Guru Baba Ramdev
Patanjali Retail Outlets in Mangalore.
along with Acharya Balakrishna
Whoever customers visited the retail
completely marketing its products on the
outlets were contacted with the help of
basis of healthy, natural, farm fresh
questionnaires and personal interviews
without any pesticides and chemical has
were conducted to get more details about
gained the lot of attention from the
the Patanjali brand in total. Around 500
consumers which has helped it to compete
questionnaires are collected and out of
against the conglomerates P & G, ITC,
which 490 are administered for the study.
Hindustan Unilever, Nestle etc. In a very

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Volume 2, Issue 1, June 2018, ISSN No. 2456 - 9151

Literature review: using the product by the customers.


According to KhannaRupali (2015) in her Product knowledge and awareness plays
study “customer Perception towards an important role to create brand image
Brand: A Study on Patanjali” explained us and loyalty in the minds of customers.
the factor influencing the Patanjali brand.
According to Chaudhary Mona and
Consumer perception towards a brand
GhaiSneha (2015) in their study
depends on the satisfaction of after using
“Perception of Young consumer towards
the product by the customers. It was found
Cause Marketing of FMCG Brands”
that majority of the users are satisfied from
concluded that the contribution made by
Patanjali products which will help them in
the company for development of the
customer retention.
society plays an important role in the
According to Nagaraju and Thejaswini
market. This initiative of the company
(2015) in their study “Consumer
create good brand image in the society and
perception analysis and Market awareness
attracts the youths.
towards eco-friendly FMCG products”
analyzed the fact that the customers give According to Hassan Tabrez Syed (2014)
more preference to eco-friendly FMCG in their study “A study of customer
products as they are very helth and perception of youth towards branded
environment cautious. Patanjali has rightly fashion apparels in Jalandhar city”. As
marketed its products in the same per study it is analyzed that youths are
category. more interested and prefer to buy branded
cloths. Because branded cloths are more
According to Singh Surinder (2015) in his
value for money, looks attractive and
study “Consumer perception towards the
impress others. People are less loyal to
FMCG in rural market” tells about the
branded cloths price, offers, designs makes
rural customers are mainly influenced by
their purchase decision to buy.
media, print advertisement and word of
mouth. It plays a significant role in the Raghavendran V and Frank Reema (2015)
buying decision of the customer in the in their study tell about the great
rural areas. According to Ganesh and awareness amongst the consumers on
Rosario John (2015) in their study healthy life which emphasises medical
“Consumers perception towards Brand tourism for the purpose of ayurveda and
loyalty of FMCG products” explained yogic treatments. This gives a significance
satisfaction creates brand loyalty after boost to the Patanjali products as it

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Volume 2, Issue 1, June 2018, ISSN No. 2456 - 9151

constitutes both the ayurvedic, herbal select retailers in Coimbatore district”. In


products as well as Baba Ramdev as Yoga this study it is found that the brand image
Guru who promotes healthy concepts. of the retailer builds trust in the minds of
the customer. The purity, design and offers
According to Amrutha and PaiReshma
are the important factors which affects the
(2015) in their study “Perception of Young
purchase decision of the customers.
Consumer towards Campco Chocolates,
Puttur”. The study was conducted in and
around Puttur it is found that people are
Need for the study:
aware about brand and they are happy with
The objective of Patanjali Ayurveda
the Campco products. The company is
Limited is to create healthier society and
producing variety of chocolates and people
country with science of Ayurveda with the
are loyal to the brand.
tag line “PrakrutikaAshirvad”. Patanjali
Accroding to Sharma Chaitra (2015) in has acquired large market share in short
their study “Consumer Perception towards time through 47000 retail counters, 3500
online Grocery stores”. It is analyzed that distributors, multiple warehouses in 18
customer buy grocery through online as it states, 10,000 health centers, and 100
saves the time and money. The customer mega stores.
buys goods in online on the basis of offer, The growth rate of Patanjali is
discounts, product availability, free home 130% and the future plans of the company
delivery and cash on delivery facility. talks about achieving 10,000 Crore
business and expansion of the brand at the
Accorsing to Shanthi and KannaiahDesti
global market in the coming years and to
(2015) in their study on “The consumers
reach top position in FMCG industry. If
perception on online shopping”. It is
Patanjali is planning for far reaching the
found that majority of respondents are
customer it must able to satisfy the
satisfied with online shopping and they
customers with its products and also to
feel comfortable as they get more offers
acquire the brand loyalty. Therefore, this
and easy return facility from the sellers. It
study was conducted to assess the
also saves time and transportation cost.
perception towards the brand and to know
According to Kazmi and John William the consumers mindset about the brand in
(2015)in their study “Consumer comparison to other brands.
perception towards gold jewellery on

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Volume 2, Issue 1, June 2018, ISSN No. 2456 - 9151

DATA ANALYSIS AND INTERPRETATION

Table 1: Shows the demographic profile of the respondents.

Age Respondents Gender Respondents


Below 20 years 35 Male 275
21-30 years 140 Female 225
31-40 years 120 Marital Status
above 40 years 205 Married 335
Educational qualification Single 165
School Level 95 Occupation
Degree/Diploma 195 Student 95
PG 140 House Wife 100
Professional 70 Employed 185
Business 120

From the above table we can conclude that all well qualified and they can really
majority of the respondents are above the understand the advertisements that are
age group of 30 to 40 years which explains been used by the company. Majority of the
the products are purchased by the consumers are under male category.
responsible citizens of Mangalore . They
Garett’s Ranking Technique:
are all in the working category hence
In order to identify the major influencing
explains that they do a calculated spending
factors in purchase decision we considered
for the right products. The respondents are
Garett’s Ranking Technique.
FACTORS INFLUENCING THE GARETT’S
S. NO PERCENTAGE RANK
PURCHASE DECISION SCORE
1 EFFECTIVE ADVERTISEMENT 1955 0.101 3
2 BEST QUALITY 1980 0.102 2
3 REASONABLE PRICE 1915 0.099 4
4 WIDE RANGE OF PRODUCTS 2020 0.105 1
5 BRAND IMAGE 1980 0.102 2
6 ATTRACTIVE PACKAGING 1820 0.094 7
7 SALES PROMOTIONS 1960 0.101 3

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Volume 2, Issue 1, June 2018, ISSN No. 2456 - 9151

8 BABA RAMDEV – BRAND


1885 0.098 5
AMBASSADOR
9 SWADESHI 1870 0.97 6
10 TRUST 1920 0.099 4
TOTAL 19315

From the above table we can rank the CHI SQUARE TEST:
factors that the consumers feel are very
1. Comparison of consumer behavior of
important and has more influence on
various age groups.
consumer buying behaviour. Patanjali has
Null Hypothesis H0: There is no
very wide range of products in all
significance difference between the age
categories under FMCG. The consumers
groups on the consumers buying
gave rank 1 for this category because
behavior.
whichever the product they need they will
Alternate Hypothesis H1: There is a
get under Patanjali brand which will make
significance difference between the age
them to depend only on this brand. Even
groups on the consumers buying
though they have wide range of products
behavior.
consumers feel that Patanjali has the best
quality products Consumers ranked quality Calculated CHI
26.768
SQUARE value
as number 2 rank. Consumers rank 3 as
Degree of freedom (r-1)(c-1) = 27
effective advertisement and sales
Level of significance 5%
promotions. Patanjali advertises every
Table Value 40.113
product in various media categories and
even they do sales promotions under many We tried to compare the consumer

of the products as complementary products purchase behaviour on various age

and price offs compared to its competitors. groups to analyse the difference and we
found that there is no significance
Consumers rated rank 5 to Baba Ram Dev difference between these age groups
as their brand ambassador and it can be namely below 20, 21-30, 31-40, and 40-
considered as a right move. Because Baba 50 at 5% level of significance accepting
Ram Dev himself is a yoga guru and meant the null hypothesis. Patanjali is a FMCG
to use natural products. Hence good brand company and these are the daily
image is created in the minds of the consumables. All sorts of consumers only
consumers.

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Volume 2, Issue 1, June 2018, ISSN No. 2456 - 9151

look for the quality and price of the • Patanjali should distribute free samples
products than design and variety. to attract new customers.
• Patanjali is selling its product only in
2. Gender based Comparison of consumer
Patanjali retail outlets, it should sell its
behavior.
products in other retail outlets too.
Null Hypothesis H0: There is no
• Patanjali should expand its business
significance difference between the male
globally.
and female consumers on the consumers
• Patanjali products many of the times
buying behavior.
are not available which forces the
Alternate Hypothesis H1: There is a
consumers to buy some other product.
significance difference between the male
Therefore distribution of the products
and female consumers on the consumers
must be strengthened so that products
buying behavior.
are available all the time in these
Calculated CHI SQUARE 2.9906
outlets.
value
Consumers feel Patanjali is a very good
Degree of freedom (r-1)(c-1) = 9
brand and the natural products are very
Level of significance 5%
much in demand. The recent controversies
Table Value 16.919
faced by the company may hinder some
Since the calculated value is smaller than
sorts of sales of the company but the
the table value we accept the null
company must study a lesson from these
hypothesis saying there is no significant
controversies. The company’s supply
difference amongst the male and female
chain must link the farmers directly all
consumers and purchase behaviour.
over India which will help them to raise
From the study we were able to suggest the brand image as considering them as the
some factors which would be of greater social enterprise. India is a huge market
importance to boost the sales of Patanjali. base for FMCG products. The consumers
are more health conscious about obesity,
• Patanjali should come up with more
tensions and adverse health effects from
innovative products to attract the
food and other ingredients. In this scenario
youths.
Patanjali has positioned them in a right
• Patanjali advertisements are not path and continuing the delivery of quality
attractive it should maintain some products will definitely help them to reach
standard in advertisements. the pinnacle of success.

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Volume 2, Issue 1, June 2018, ISSN No. 2456 - 9151

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